“Fooled By Fancy”

Sadly, many Chiropractors will spend their entire career jumping from product to product, service to service, and gimmick to gimmick being fooled by fancy.

Especially right now.

What do I mean by “fooled by fancy”?

There are several “marketing gurus” who promote their services with flashy videos and websites that give you the impression they know their stuff. Yet, people I know who hired them have told me that once you got past the glitter, there wasn’t much meat on the bone.

These “experts” are good at selling to people who want to believe but that’s about it. It’s easy to be fooled by fancy.

On the other hand, you have guys like my old mentor, Dan Kennedy.

If you know Dan, you’ll agree that nothing about him or his lifestyle is fancy, although he is both respected and revered by some of the smartest and most successful entrepreneurs in the world.

Dan is the man.

Way back when, Dan ingrained in me the value of crafting the right message for the right market…and providing value to maintain those customer relationships for life.

The aesthetics didn’t matter. In fact, he’d tell me that from time to time, if he’d fall for the siren song of fancy, his results would go down.

As a result of Dan pounding this into me, I have built a very successful company and have been featured in many best-selling books on the vast subject of marketing.

My dad was a plumber and my mom was a teacher.

My dad used his hands.

My mom used her mind.

I learned a lot from both parents.

I’ve learned a ton from Dan.

All 3 have made me who I am today and for that, I am grateful.

I didn’t have a fancy life and to this day, I still don’t.

I’ve seen what “fancy” does to people, marketing, and companies.

I’ve always been more attracted to substance.

… and as I slowly approach 3 decades of being in the trenches,

YOU my friend can take THIS to the bank…

• Brochures don’t work.
• Waiting room videos don’t work.
• Graphics and high gloss anything is vastly overrated.
• Scripts are inauthentic.
• Saving a few bucks should never be a primary motivator. Results, reputation, and relationships should.
• Weekly anything will never beat daily everything!
• What others say about you, whom you associate with, and whom you trust will impact your practice far more than what you can every say or do all by yourself or about yourself.
• You and your results are your marketing.
• Chiropractors should focus on their patients and not their “brand” because despite what they think, they don’t have one.
• Knock offs are like fake Rolexes. They never last. So never be afraid of copycats. Especially mine. Their beauty is skin deep.
• Giving away your services or excessively lowering your fee to attempt to capture market share is the kiss of death. It never works. It removes your ability to virtually buy customers and like Dan Kennedy says, “The key to winning is to spend more to get a customer than your competition and to do even more to keep them.”
• ChiroTrust members who practice near you will do more for your practice than non-ChiroTrust members—many of whom repel consumers from Chiropractic and even your practice, for life.

Nevertheless, some of your patients will leave in search of a miracle, a lower price, a bigger claim, a fancier delivery… It is what it is.

You may have done that too in the past or still catch yourself wondering if the next “Johnny come lately” will speed up your success.

Huge error.

As for your patients…

Let ‘em come and let ‘em go.

They’ll be back.

They always will.

Lesson:

Don’t be fancy.

Be real and be really good.

…and never be a fake Rolex or be fooled by fake Rolexes.

Remain stable, solid, sane, and certain!

…and don’t be fooled by fancy.