“What One Book Should Every Chiropractor Read?”

This week, I’ve been talking a lot about Seth Godin’s book, All Marketers Tell Stories.

It’s a book every Chiropractor should read over and over again.

I’ll put the Amazon link below.

For now, I’d like to share what I believe are the most relevant quotes when it comes to Chiropractic.

But PLEASE, for your sake, get and read this book!

Okay, here they are…

“The stories we tell ourselves are lies that make it far easier to live in a very complicated world.”

“No one buys facts. They buy a story.”

“What matters is what the consumer believes.”

“Stories (not ideas, not features, not benefits) are what spread from person to person.

“The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.”

“Don’t try to use facts to prove your case and to insist that people change their biases.”

“If you want to attract some squirrels, put out some acorns. It’s a safe bet.”

“Who we are affects what we see.”

“It’s not enough to find a niche that shares a worldview. That niche has to be ready and able to influence a large group of their friends.”

“This is why permission marketing is so effective—you reach people who have a worldview that the messages you promise to send them are a valuable part of their lives.”

“People don’t want to change their worldview. They like it, they embrace it and they want it to be reinforced.”

“If consumers have everything they need, there’s nothing left to buy except stuff that they want. And the reason they buy stuff they want is because of the way it makes them feel.”

“It’s the story, not the goods or the services you actually sell, that pleases the consumer.”

“You don’t get to just sit down and make up a story and expect that people will believe it merely because you want them to.”

“You cannot prove your way into a sale—you gain a customer when the customer proves to herself that you’re a good choice.”

“The process of discovery is more powerful than being told the right answer.”

“People don’t want to change their minds.”

Here’s the link: http://amzn.com/1591845335