310 - Why Every Chiropractor Needs an Ideal Client Profile (ICP)

You can't contribute to the noise. You have to cut through the noise. Right. So, and that is. And the more clear you are with your ICP and what your ideal client profile, what problems they have and what problems you know you can solve, that you love to solve, that you spend your time, that's how you're going to cut through the noise and you're going to speak into the listening. And that's when they click the link. That's when they walk into the office. That's when they call the office.

Right.

That's how they walk in. Right. So don't be broadcasting. Right. So you've got to be specifically targeting your ideal client profile with your marketing message.

Hello and welcome to the Remarkable CEO Podcast, a show dedicated to chiropractors who want to transform their job into a business so that they can have a remarkable practice as part of a remarkable life, not instead of one with your hosts, Dr. Pete Camiolo and Dr. Steven Fransen.

What's up, remarkables? Welcome to another episode of the remarkable CEO podcast, Chiropractic's number one business podcast. I'm Dr. Steven Fransen.

And I'm Dr. Pete Camiolo.

Oh, man, I am stoked to be back in the studio. Dr. Pete, it's been a minute. I've been a bit of a road warrior here and I am psyched. I mean, we've already had a hardcore 90 minute jam session here this morning, so as always, we're coming in hot, which feels great, man. It's been a minute and I'm stoked for the conversation we're going to have today because ultimately it leads to what every single chiropractor wants, regardless of what level they're at in practice. Whether you are a brand new practice and you're just getting, just getting out of the gates, or you are crushing it and just building a multiple practice enterprise, or you are somewhere in between. Everybody has one thing in common. They want to serve more new patients. Right? Everybody wants more new patients, Right? So we love to have this conversation around how to create greater reach and how to create bigger impact and of course, a bigger income by attracting more new patients. Today's conversation, we're going to help everybody just zero in what's called their ideal client profile, or in marketing they call it icp. Ideal client profile or ideal customer profile. If you get clarity around that, you'll know exactly what kind of product you should be delivering, what kind of services you should be delivering, and probably most importantly in this conversation, exactly how to create a Compelling marketing message that will speak into the listening of those ideal clients. So you can compel people, the right people, to come into your business for your products and services and PS repel the wrong people. Dr. Pete, that could be a controversial statement to be made for the on purpose chiropractor. But you know me, I'm all about net net. I want us to have the biggest impact over the longest period of time so we can restore health to humanity through all of our listeners. I'm excited to get after it today.

And I'll say this too, just to respond to repelling and attracting. And by the way, when you repel right now, it doesn't mean repel forever. It just means now is not the time. So for all of you who are like, well, we want to be able to help everybody. Everyone needs a chiropractor. We agree. But not, we can't be everyone's chiropractor. You can't be everyone's chiropractor, but everybody needs a chiropractor. That's my mindset. That's our mindset going into this. And you know, but it's a lot of it is a timing thing. You talk about marketing, it's like you're speaking to me about the thing and now is the time. Oftentimes the repel component is actually just the timing thing where it's maybe just not the right time. It could be, it could not be the right person. But, Dr. Steven, you and I both know we've had people that have said, I came and saw you years ago. And you know, I came in and I decided, you know, this wasn't for me. I disappear, five years later, they come back and you're like, I actually gave it a lot of thought and I've been through a few things since then and I realized you were right all along. And now I'm back and I'm like, I'm willing to go through with what you recommended. Like, that happened to us many times in our journey and I'm sure it's happened to you as a listener. So as we go through this conversation. Yeah, exactly. But for us to have this conversation today, to me, the thing I really stood out to me that I want to make sure we leave with is that there's a sophistication to running a remarkable business. And we want to get into that in a deeper level with you. This is a business conversation for all of you who are listening. But before we get into that, this is a great season of all of our lives. I know it's graduation season. There's been some travel going on. Let's talk about that for a minute, because I think everybody, if you follow us, you've probably seen what's going on with France and you've seen what's going on with me. I should have wore my ring today. My kids are winning championships in baseball. I had two graduates, smaller grads, small G, but, you know, graduating from elementary to middle school, middle to high school, those are. Those are significant to developing people and to families. So we've had a bunch of stuff going on at the Cameo household in our world. And then I saw, all of a sudden I'm online and I'm searching and I'm scrolling and I'm checking out France and I'm like, where the heck is this cat? You know? So you've been. You've been bucket listing some stuff right now, haven't you? So you've been having some fun, making a bigger impact. And you, you were the avatar of the race. Like, somehow they attracted you. And you're the. You're the icp, aren't you? So talk a little about your experience.

Yeah, 100%. So, you know, if you know anything about the Frantz, we love F1, right? So especially my daughter Emma, my ballerina who is graduating today from high school. So we're psyched and proud of Emma Grace. So she is the most regal, you know, beautiful ballerina and the unusual suspect that she's a crazy F1 race fan, right? So she loves F1 car racing, right? So, yeah, you could make the argument that it's because of all the handsome F1 drivers that are featured in Drive to Survive, but you know what? Honestly, she's outgrown that. And she actually loves the sport. And she's about four years now into being a rabid fan. Like, she sets her alarm clock, gets up at 3 o' clock in the morning and watches Qualys the qualifiers. You know, she's into it. And she's part of a text thread, a group text that's a bunch of my buddies are in, and I'm not in, because she's the biggest fan and that she knows she's got the knowledge and know how. So she said three years ago, she's like, dad, I want to go to Monaco to see F1 for my grad, my high school graduation. And I'm like, because that's the number one race, right? So if you don't know anything about F1, you know, picture 20 races around the world, 20 different teams, and that's the big race of the year. It's like, it's like the masters if you're a golfer. Right? So that's, that's. That is one of the highlights of the tour of the year is you want to go to Monaco. I laughed at that point. Like, yeah, so do I, honey. I would love to do that. And sure enough, three years later, we find ourselves in Monaco. So Emma's a straight A student. She's just an awesome person.

And she's.

She just got a nice scholarship to go, a merit scholarship to go to college. So I'm taking her. I took her to Monaco. And Alan Miner took his son Landon. Emma and Landon are best of friends, really close. So the four of us went and just had an absolute bucket list experience. It was top, top shelf, five star, everything you'd want it to be in more. So, yeah, it was awesome to celebrate all the hard work that you put in and for dad to tick a box.

And I think Dr. Alan Miner felt the same way with his boy. We had a blast. And it was truly a tick in the remarkable life checkbox for sure. And I can't recommend it enough.

That's awesome. It's great to be able to fulfill on a vision. We talk about vision, talk about vision story for all of you who have worked with us. You know, the, The. The. The value of that exercise. And we talk about now next. And ultimately, it's interesting, she said it three years in advance, which gave you enough time to work towards that, right? It's like, now next. And ultimately, it was like, that's in the ultimately category for the three years that we define in terms of, you know, know, setting up your business for greater success. Let's. I love that too. Just the, the timing on that and how you were able to have that path, that Runway to get there. You had a vision, you put it there, and, you know, it took time to get there, but you guys were able to make that happen. And she achieved her goals. You achieve the goals and everybody wins. And that's awesome, man. I did not know that about Emma before this moment, that she is the maybe the more die hard of the fynu. But you're. You're.

No, she's way more. Yeah, definitely way more.

Yeah.

Yeah.

That is. That is awesome. And, and I think that, you know, really segues beautifully into what we want to discuss today, Dr. Steven, which is, you know, that ideal customer or client profile, which maybe you've never heard that language before. And actually, Dr. Steven and I were talking before. And I said, this is a slight twist on the way that I've always looked at it in terms of like defining who's your ideal customer or your avatar. And you were saying that, hey, this is really a language that comes from the marketing space, the marketing world. And the reason why we're saying this today is because we want to go from the top of the funnel or the top of the pyramid all the way down to the bottom and say, guys, here's what every step in the journey looks like, that if you're going to be as successful in your marketing, you've got to get all these other pieces right? And unfortunately, too much of our experience in working with many chiropractors is problem whack a mole, right? We're just continually just trying to whack and solve the next problem, putting out the next fire with our marketing. And we, we can do better than that. And so we're going to challenge you as a listener to really do some inside job work today with us and moving forward to say, hey, I'm setting my business up for the next level of success. And we're speaking to you as a CEO as well. And this is part of your role as the visionary, as the leader of the organization, to hold the line and to continually look for ways to optimize and grow and improve your business. So, Dr. Steven, we're going to start, we're going to walk through a very specific framework for you guys that, you know, how we love systems and framing it out and making it organized so it's easier to understand, you can implement. But this has got to be something that hits the ground as well today.

So I'm going to make a promise today that just comes from history. Right. So I know what will happen if you implement what we teach today. Right? So I've been an entrepreneur. I started my first business more than 30 years ago now. Right. So 32 years ago. So I've had 11 businesses. I have six now. I've done over $100 million in revenue. And each one of those businesses accelerated at different rates. Usually as I got more experienced, they accelerated faster. And what we're going to talk about today is what I'm talking about, they, meaning these processes. We went through these processes. We got clarity in these processes faster. So what I'm. I'm literally pulling back the curtain right now. Dr. Pete and I are going to show you guys, like when we say that your experience accelerates the growth of the business, we're talking about this ladder. We're Talking about right now, right inside of this, it's like we're gonna. We're gonna talk to you guys about your mvp. That leads to your icp. That leads to the problems you solve, that leads to the process how and how you solve them, to the UX of the user experience, to the marketing message. We're gonna go right up this pyramid. So I want you guys to know is like, what I just said was you're. As you get more experience, you move through those steps, getting, Gaining clarity in those steps faster, okay? And the faster you get through these steps, the faster you get to the growth and the impact and the revenue, okay? So I hope everybody felt the weight of what I just said there. It's just like we're literally about to show you the, the racetrack, right? So this is how you get to the finish line, right? So it starts. Worthwhile work starts, right? Which is vision, right? So we always start with vision, right? So wherever you have clarity of vision, that's where you're going to have the greatest acceleration, right? So remember we say vision. You know, when you talk about clarity, clarity is your greatest accelerant. Clarity in your vision is where this starts. It's like, you know, what is the impact I want to make in the world, right? So what does success look like? So we go back to the base of. If you picture a pyramid, the broad base of the pyramid is the mvp. It's the mission, vision, purpose, right? So the purpose, of course, is why did God put me on the planet? Why am I here? Right? So my purpose is going to inform my mission, which is, well, how do I serve my purpose? And serving the purpose is the verbs, right? So it's the how am I going to walk out my purpose? And then the vision is like, how am I going to know if I'm successful? And that's the vision story, which is tell me what success looks like if you successfully walk out your purpose. Everybody see this, right? So mvp, right? Mission, vision, purpose. So the vision is the base of this pyramid. So I just want to just help everybody. Just reinforce the fact that you hear us talk about mission, vision, purpose all the time. Don't roll your eyes, don't hit fast forward. Trying to get to the good stuff. This is the good stuff. Start with clarity. Clarity is the greatest accelerant. You've heard us say that a thousand times. This is what that means. So you get totally, totally clear around what does vision that, what is the vision of? What does success look like to me? So we're in the Chiropractic space. Right. So let's talk about this practically, okay? And we're going to take you guys all the way through to telling you what our ICPs are for the remarkable practice. So we're literally going to give you concrete, tangible examples of what we mean by that. So we will land there and give you our answers. Right? So let's. Let's first do it for chiropractic practice, because I know who's listening right now. Our purpose was to restore health. To this day, it's to restore health. It's still very, very simple. As a chiropractor or as a coach in the chiropractic space, purpose stays the same. My life purpose, Dr. Pete. Our life purpose is to restore health.

Right.

The mission, which is, how are you going to do that? Has shifted from a practicing chiropractor to a coach running a business coaching program for chiropractors. Right? So still to restore health, but the mission has changed. As a chiropractor, the mission was to educate and adjust as many families as possible back towards optimal health through natural chiropractic care. CJ Mertz said it from the stage once, and I said, that's it right there in one phrase. I don't need to change that. That exactly summarizes what I want, what, How I want to serve my purpose, because I knew that it would manifest the vision, Dr. Pete. And the vision, very simply for Camilla and I when we opened France and Family Chiropractic. The original remarkable practice 30 years ago in Boston was we wanted to create a place where families could find a better way to better health. And what did that mean?

Right.

So what was our product? Our product was Lifetime Family Wellness Care. That was. That was our product. Right? Lifetime Family Wellness. And for us, you break those words down. Lifetime family Wellness. That wasn't just a catchphrase. It was very definitive. It was family. We want multiple family members, multiple generations getting regular chiropractic care over their lifetime. That's our vision story. So Dr. P. Getting super clear on our MVP was the starting point that will drive the rest of this exercise.

Yeah.

And again, like you said, slow down, don't miss this. It's possible that you can miss this. Okay, so I need to just go back to this. You might say, even if you say, well, I've already done this before. Great, go back to it. It's the power of vision is clarity. And you brought that up. Clarity comes from revisiting things regularly. I've been, you know, I've walked in different Seasons and stages of my life in different areas. And one of those areas that's important to me personally is my spiritual walk. And, you know, people will say, well, I've prayed or I've prayed or I said, well, there's different levels of prayer. There's different levels of engaging in a relationship with God. You know, for me and, and so for me to, like, say, I haven't. You haven't looked at your vision revisited on a regular basis. Like, that's a problem. That's like, for me, like, I haven't prayed. You know, it's like, oh, that's not good.

You.

You're not ready for your day. Like, if you haven't revisited your vision daily, weekly, then you. You probably are a little bit. You've lost some clarity because you're not revisiting it regularly enough. So the first thing I wanted to say to anybody who says, I already. I have this doc because I've been listening to you and I have my mvp. Okay, but are you regularly revisiting it? Are you referencing it regularly? Is it. Is it informing decisions regularly? Is it consistently in the forefront of your mind? The greater your vision clarity remains, the more accelerant you will have. In other words, you know, friction traction, you know, slippery slope, all the things you can imagine, like, are we slipping off? Are we veering into the woods? Are we starting to spin wheels? Or what's going on? Go back to your vision, because that's the thing that's going to create the movement forward where you're going to start getting back on track if you fell off track, or stay on track if you are on track. And it's going to be the thing that's going to be the greatest accelerant. So it's a catalyst to move you forward. Okay. We talk about the vision pulls you, the. The purpose pushes you. So you, you. You gotta have both, right? You, if you have one and not the other, you're gonna get drag. If you have this, but not. If you have purpose but not vision, you're gonna have. You're gonna pushing energy and you. And then you have a dragging energy. If you only have vision, but vision and purpose, you actually have the momentum now. You're moving. And that is what we're trying to remind you. Like, go back to that. So that's first and foremost. So, Dr. Stephen, once we have that, then we can go to the second step in the journey, which is what we started with, which is the icp, the ideal customer profile. But you can't answer that. Question you'll see in a minute. You can't answer that question successfully, accurately without starting here. So this is the starting point. It's always a starting point. It's why on the Rubik's Cube, it's the first thing when you're troubleshooting anything in your business. We always start with vision. Dr. P. We can do this every time. We're going to do it every time. You know, why are we doing this? This is the starting point. It's the, it's. You went to Monaco. Did the race always start behind the line? And the guy with the flag and the thing and the gun and the air, does it always start that way?

Always.

It always starts that way every time. This is how we do it.

Hey Remarkables. Dr. Steven Fransen here. Are you ready to take your practice systems to the next level? Grow your practice, increase your profits. Would you like to have your team immersed in a high energy inspiring environment where they're trained and skilled up in the complete TRP system? I've got great news. It's that time of year again. It's time for the remarkable conversion and retention immersion. June 27th and 28th in Sydney, Australia. In this comprehensive training on the complete remarkable practice building system, we cover everything. Day 1234, Week 1, 2, 3, 4, Month 1234, Year 1234 and beyond. Patient conversion and retention. We cover the entire system. What would it feel like to see more of your new patients eagerly starting care and then happily following your recommendations for care? They stay under care because they want chiropractic care. At this powerful and inspiring two day event, you, you and your team will discover exactly what is working today in the conversion process. New patients starting care and staying under care. Building your practice volume and your revenue. Learn the most cutting edge communications that drive more conversions, Unbelievable retention and incredible referral. This is the best bang for your buck in training all year. Register your team@theremarkablepractice.com or find the link in the show notes below. Join us for a jam packed two full days of intensive training for chiropractic teams that want to grow their practice and increase their profit. June 27th and 28th in beautiful Sydney, Australia.

I loved the visual of the pushing from behind with no vision. Because you imagine if you did that, you know, with a vehicle, you would be varying all over the place, right? And how inefficient that would be, Right? So we. Whereas if you were just being pulled by a vision but you didn't have the purpose pushing you, how exhausting that would be. So if you find yourself right now, it's like, man, I'm just driven, but I just don't know where I'm driving, right? So check yourself on your clarity of your vision, right? And if you're just like, hey, I know where I'm going to go, but I'm trying. I don't know. I don't know what's. I don't have anything pushing me. I'm. I'm exhausted. But you better just check back in with your purpose, right? So, man, I love, I love that you went there with that. So when we talk about. Now that we're clear on what success looks like, you have to start visualizing, like, who are those people? Like, like I described in practice, multiple generations of families. Like, okay, I know who makes up those multiple generations. It's grandparents, parents, and kids. Okay, all right. Now I'm getting clarity in my mind. So as we're starting to define the icp, the ideal client profile, what this is going to do is it's going to allow us to design our services to serve those people. And how do we serve them? The purpose of a business is to solve problems for another person. So what problems do the those people have that we know we can solve and we're really good at solving and the way we want to solve them? And I love this, and I'm energized by it. And this is how I want to spend my time and this how I have my. Spend my day. You guys can see that if you don't go through this process, you put the cart before the horse, okay? And what I, what I mean by that is you start adding things to your practice because you think you're going to get an outcome. Like, I want to make more revenue, so I'm going to start adding this crap to my practice. And I'm not, I'm not dissing anybody for adding things to practice. I'm just saying you're doing out of order, right? Like, like, if you're, like, just trying to drive an outcome by adding goods and services to your practice just to drive revenue, it's like, ah, you're putting the cart before the horse. Oh, I'm gonna market to these people because I think that these people have money and they will come in and they will hire me, and then I'll find peace, love, and joy in my practice and fulfillment by serving these people that I knew the reason I was marketing to them is because they would actually come in and pay. Right?

So.

So you can see how that that's backwards, right? So that's putting the cart before the horse versus saying, who do I love to serve? What problems do I love to solve for these people? What problems am I confident that I could, I'm really good at solving. How do I solve those problems? That's going to design my process. That's going to drive the UX of the patient, right? You guys follow me. It's like once you get really clear on how I'm, I'm put here for a very specific reason. I know when I'm in my zone of genius, when I'm in my zone of genius, guess what? I. That's where I'm going to have limitless energy. That's where I'm going to have a total creative process going on. This is where I'm going to actually be in stride. I'm going to be running that race, right? So that's where I'm going. We have like sustainable energy, right? So. And I'm going to be excited and fulfilled the way I'm delivering my fill in the blank care, right? So it's like, that's, that's why this is so important. So you don't put that cart before the horse. So the icp. I know when Camila and I opened our practice, Camila was like, oh, I'm. I know exactly what I want to do. I, I want to take care of babies, I want to take care of pregnant mamas and mamas who want to be pregnant mamas.

Right?

That's, that's really. Those, those, Those are my three ICPs. That's what I want to take, take care of. And I'm like, that's cool, because I want to take care of, you know, those daddies, I want to take care of the athletes. I want to take care of those type A people that drive everybody crazy. I love those driven hardcore entrepreneurs. I love those people. In fact, I like geriatrics too. I love taking care of little Italian ladies that come up from Boston. I just love taking care of those old people because you need to help an old person with a problem without just giving them another drug. And just give them hope and help them get their health back. They're the best patients in the world. I actually love that. So that was my icp. I was like, I'll take care of those blue collar workers, those white collar, type A driven entrepreneurs, and I'll take care of those athletes and I'll take care of the little ladies and the old guys. I'm happy to do that. So we had this perfect complement of ICPs and we knew who. Who we wanted to take care of. As coaches, we've gone through the same experience, right? Because what we know is we have to shape our services, we have to shape our products, we have to shape our process, and we have to shape our ux, our user experience, and we have to shape our marketing message as coaches because we want to attract the right customer. The ideal client profile for the remarkable practice. We know what we're really good at doing. We know our zone of genius. We know what outcomes we can drive for people. We know what people we really enjoy working with, frankly. Okay? So we know how we want to spend our time, right? So when we list our this five ideal client profiles, these are the people that thrive in the remarkable practice. Number one, they're building and they want to build faster. Number two, they're building and they want to build better. Number three, they're building and they know it's time to scale. Number four, they're scaling and they want to scale better. And number five, they are scaling and they're ready to exit. So they want to build it to sell it, right? So number one, they're building and they want to build faster. These are the clients, Dr. Pete, that show up and be like, hey, I hear you guys talking about overwhelm and work life balance and having too many adjustments to deliver and too many new patients are processed. Give me those problems to solve. They're like that. I. Where do I sign up for that? That's what I want. My ass is on fire. I've got the chiropractic hard on. I am ready to rock and roll. I just want to go and grow. You and I had a season like that, right? That's the build, but build faster. Help me do this faster. Number two, build, but build better. Those are the people that have spent a season there just trying to go faster. And what they recognize very quickly is they're painting themselves into a corner, right? And they're like, I've created a busy job, and it's time for me to. To build a business that will be sustainable and scalable and durable and eventually transferable. That's they listening to our message. Like, I'm, I'm building, but I want to build better now. Number three, okay, I'm building and I know the next level for me is scaling. In other words, it's time for me to bring in an associate. Will you help me do that? Right? Not screw it up, Right. Number four, it's okay, I did it. I Turned my job into a business. I hired an associate or associates. Now I've increased my complexity and my overhead and now I need to increase my productivity and my profitability. Right? So that's a different, that's a totally different story. And number five is okay, I know, death, taxes and exiting, everybody has to exit. I need to build it to sell it. Will you guys teach me how to build it? Dr. Pete, knowing those five ICPs allows us to get super clear on exactly what is our product, what are the services that will drive the outcomes, because we know what problems those people have. We know we want to help them solve their problems and reach their goals. So knowing that ICP allows us to shape our product, shape our services, to drive the outcomes that they want and that drives their UX or their user experience. And of course it shapes our marketing message. So we are compelling the right people to approach us saying, I'm one of those five people that resonates and frankly repel the wrong people. And that's like you said, most often, it's somebody who's just not ready for that yet.

Right? Yeah. So, so as you're listening to this again, doing this exercise, we, we want this to be an exercise that you're, you're doing. So you just heard Dr. Stephen go through what that is for us in the remarkable practice. So we've done the exercise, we've actually done the work on that to define who that is. And many of you who are listeners who also work with us, you know this about us because we are very open and honest and upfront about organizing who we serve into a stage or a season of your journey. And so that's, we were crystal clear about that. And you want to be clear enough about this so that your patients who are coming in know who they are and how they, that they belong and where they fit in. Right. A big, a big part of success in practice is from the patient perspective, not from your perspective, but from their perspective that they belong, that they fit in and they know have a place that is just as important as you having clarity, your clarity becomes their clarity and that's the great accelerant when it comes to growth and long term care. Right. So when you said, Dr. Stephen, what your vision was, you know, I was going back to you and Dr. Camilla because I was, it was me by myself. So it was me and mine was the entire family for life. That, that, that's who I was, serving the entire family for life. And so when I would go out in the early days, going into marketing. We're talking about, you know, marketing strategy. When I went out to screen or I was doing my radio shows or I was going out to speak in the community, my vision was the entire family for life. And so everyone, in a sense, I had a big net that was thrown out there. You did, too, which enabled you to attract people. But what we needed to refine and get better at, which was. Which is the next step, which is what problems do you solve? That's where I had to actually begin to refine, to be able to communicate, articulate and share and then to have these clinical skills to be able to solve those problems for people. I needed to be able to. I knew who I wanted to serve. But then it was, well, how am I going to help them? What are the things that the entire family is challenged with? How are you going to be able to do that? So that leads to the next step in the pyramid, which is, what problems are you solving? For you, it was the geriatrics and the athletes and the type A's and the blue collars. And for Dr. Camilla, it's the moms and the moms who want to be. And the babies. And it's like, okay, well, what problems do babies have? What problems do moms have? What problems do moms.

Who.

People.

People who want to be moms happy. It's like, now we had to get clear there. So then that becomes now you're starting to, at that point, start to begin to shape your message into the marketplace. We talk about speaking into their listening. What does that mean? It means you're talking to me. I feel like you're talking to me about the thing.

And I like, right now, that's important to me. So what should I do about it? What's the next step for me? Right? Your market message now becomes so clear, so specific that the person, the who ICP that you are, it's your purpose to serve. Your business is set up to serve this person. Now they hear a message and they're like, that's me. And that's exactly the thing that's important to me and concerning to me or whatever it. And now it's right now relevant to me. So this is my moment. I'm going to take the next step, right? So whether you run into them at an event at a fair this summer and they happen to walk by your easy up tent and you happen to have a conversation with them, or they. They watch your reels on Instagram and they're like.

I don't know, but that, like that's exactly what's going on with me or my kid. Like, and then they want to watch more. And then they. Then they start to binge you, and they're like. And then they click and they come in and you'll say, how did you hear about. I say, well, there was this one video that you said, and then I watched 14 more, and I was like, you guys, this is what you guys do if you go to all these other specialists. But it seems like you guys are the ones, right? However, you're gonna get the message into the marketplace. You'll be able to reach the people, the right people, because you know what exactly your problems are you're gonna be solving. This is that next piece, Dr. Steven, is what problems you solve and then the art of. How do you communicate that? How do you share that?

That's right.

You know, whether it's at a body signals workshop where you invite people who are struggling with a certain condition at my dinner workshop, or it's a pad or a paw where you're inviting people to bring someone. Whatever it is, fill in the blank, you're able to. You're going to be way more successful. You might say, well, Dr. Pete, how did you have p. Patient appreciation days where you had to extend it to two days because there was so many new patients referred into those days. Oh. Because I was crystal clear on the problems that we were solving.

And.

And the people that came in knew which problems we solved, and then they knew the friends and family that they had who had those problems, and it was just like, chick, chick, chick. All right, well, how do I help them? Like, invite them to this day? You know, it was like.

Right.

That was it. It wasn't as hard because I was crystal clear about exactly what the problems.

We were going to solve.

You know, here's my experience with this is the more philosophical the chiropractor, the more they suck at this.

This.

That's how I'm gonna say it, because I've spent a season sucking at it, right? So because we're like, hey, chiropractic. Everyone needs chiropractic. And chiropractic is great for everything. For everyone, right? So it's like, guess what happens if you have a product that's everything for everyone. It's nothing to no one, right?

So you.

It's called irrelevance. You're in the marketing message. It's like you're speaking to no one, Right? So you just have to. I. As much as that might rub you the wrong way, philosophical chiropractors principled chiropractors. Right now, vitalists, I'm speaking to you right now. You have to understand, it's like you've got to learn how to speak the language in the village, right? So it's just like you've got to speak into that cloud, that, that cloudy, unclear, confused marketplace, right? So there's a lot of noise out there and you've got to, you can't contribute to the noise. You have to cut through the noise, right? So, and that is. And the more clear you are with your ICP and what your ideal client profile, what problems they have and what problems you know, you can solve, that you love to solve, that you spend your time. That's how you're going to cut through the noise and you're going to speak into the listening. And that's when they click the link. That's when they walk into the office. That's when they call the office, Right? That's how they walk in, right? So don't be broadcasting, right? So you've got to be specifically targeting your ideal client profile with your marketing message that's a reflection of your mvp, which informs your icp, which is informed by the problems that you love to solve, and that the process in which you love to solve them and the user experience is derived from that. And then the marketing message that attracts that right person compels the ICP and repels the wrong people.

Please stick around for more business insights from this week's bonus interview with our remarkable success partner dedicated to helping you more successfully help more people. Enjoy.

Hey, Remarkables, it's Dr. Kahl here. Listen, today I'm stoked to be online with Dr. Steve Tullias. I'm excited to talk to you today, Doc. I'm really pumped about it. I know we know each other and I'm just excited to be here with you. It's an honor to have you on. And we've got an amazing CEO audience here with us. Some of them may know who you are and some of them may not. So maybe you can take a moment, just introduce yourself, help us get to know the expert in the room, tell us a little bit about your story and what's led us to ultimately being here together today.

Awesome. Thank you, Doc. Like you and, and many of the listeners, you know, I believe I was born to be a chiropractor. You know, it's. I believe this is a purposeful universe. And, and when I look at everything that brought me to this point, it's pretty clear that that this is, you know, this was all purposeful. And I love chiropractic. You know, it's the. That big idea of every man, woman and child being checked from birth throughout a lifetime and what that would mean for humanity.

That thing closest to a utopia that BJ Palmer shared with us, that vision. And so my journey was one of starting at Los Angeles College of Chiropractic and not getting the philosophy. Philosophy was presented as history and we were given the 34 principles, the 34 being may the force be with you. And so I came out not even able to say the word subluxation. And giving a 12 visit care plan was the most I could do at the time. And even that was hard. And fortunately, I had a lot of great mentors along the way. One being my chiropractor. He took me to Parker seminars. I heard Dr. Jim Sigafu speak and I didn't really know what he was saying because he was talking so fast with that southern accent. But it was. I knew he was on fire for this thing. And that led me to explore and actually pick up my first green books. I'd never even heard of a green book. And I started going to philosophy seminars and I started to learn this thing called chiropractic. And 23 years later, I'm on the board of Sherman College of Chiropractic. I've been vice president of the International Federation of Chiropractors and Organizations. Organizations. I created a pediatric chiropractic program@autism1 a few years ago, and now I currently run a company that helps chiropractors put on workshops and reach the sickest of the sick. And with a vision of bringing the profession back on track with that objective and reaching the people that really need us the most. And so that's where my, my heart and my energy lies today, which is what brought us here to talk.

I love that I didn't know that journey that you'd gone through, from where on the spectrum you were, from a philosophical standpoint to where you are now. That's amazing for me to hear as one of your clients as well. It's pretty cool. Thanks for telling me that.

Absolutely.

So one of the things I didn't share with our listeners is the name of your business, wait list workshops. And we know, Doc, that every business exists to solve a problem. And I know your business exists to solve a problem. I know the problems that it solves. But I'm curious if you could share that with our CEO listeners. What problem specifically do you solve? What does waitlist workshops do for chiropractors and their teams?

Yeah, you know, we solve the, you know, multiple problems for offices that want to give workshops. We solve the number one problem, which is getting butts in the seats. At the end of the day, you got the best content in the world, but if no one's there to hear it, then what does it matter, Right? So we ultimately solve that problem. However, we really solve a lot deeper problems. I discovered workshops out of necessity. In 2012, I sold my first practice and I traveled around the world with my family for nine months. It was amazing. We sold everything. I had literally no possessions except for backpacks and whatever clothes and, you know, computer I could hold with me. We had no cell phones. It was really amazing. But I came back from that trip with two things. One, one was actually the lack of things, and that was money. I came back broke. I didn't plan very successfully, and it was a lot more expensive to travel for nine months without a job than I had anticipated. And I came back broke. And I also came back with a very sick child. My son had developed an autoimmune encephalitis known as pandas pans along that journey. And so I had to figure out how to start a brand new practice on a shoestring budget and so I could feed my family and take care of my responsibilities. So I started to, you know, I grew up as a puzzle solver and I knew workshops worked. This was right at the advent of social media marketing. So I just got. I got on Facebook and I started running ads, and I started running ads for these workshops. And eventually I cracked the formula. I had 15, 20, 25 people at my workshops every month. And colleagues saw what I was doing, asked if I would do it for them. I said yes. And they actually prodded me to create this for the profession because that wasn't my goal. My goal was not to have a marketing company. I was a chiropractor, not a marketer. But I had solved a really big need. And the biggest need that we solve is that we attract the people that want, need, and value chiropractic the most. We attract the people who have no hope, the people who are actually responsible for this profession actually surviving. And so that we can even talk today, those people who demanded that their chiropractors, when chiropractors used to be thrown in jail, they demanded that their chiropractors be released because they needed them to help them get well and stay well. And, you know, along our journey as a profession, we got sidetracked. You know, I've been heavily involved in chiropractic politics. In fact, I was on a zoom call with the Montana legislature this morning to testify against a bill that would bring drugs into chiropractic.

Yep.

And, you know, we got sidetracked and. And not only on, you know, because of the opposition or, you know, the others who would have us be something else that we're not, but we got sidetracked in our own camp in the 80s, you know, with insurance reimbursement and that reimbursement being primarily for neck pain and back pain. And. And we got sidetracked with our messaging and our mission. And not that it's not great to help people with those challenges, but that was. That was never the reason why 700 chiropractors went to jail. They went to jail for a vision for humanity that was far greater than that. And so what our program does, because of the type of topics that we have, our topics are around neurodevelopment, autism, adhd, sensory processing disorder. They're around the gut, brain connection, autoimmune issues, fibromyalgia, digestive issues, hormonal issues, chronically ill people, and mental health matters. Those are our three core topics. Those three topics represent 60% of the Westernized nations of the world. So 60% of the U.S. population, 60% or more of U.S. and Canada populations.

Will fall into one of those three topics. So there's no shortage of need for chiropractic, but there is a massive shortage of demand. And so what we do is we create the demand. That's what marketing is all about. I never, as I mentioned, set out to be a marketer. BJ Palmer never set out to be a marketer, yet he realized that he had to get that message out to the world. So he created the first radio station west of the Mississippi. He had his own printing press. And so the vision for this is to create the demand, because, as I mentioned, I was highly involved in chiropractic politics. I've testified in front of the U.S. department of Education twice regarding the CCE. And what I recognized after a while was that I could do a whole lot more by promoting versus attacking. And if this thing that we're talking about, if subluxation is massively detrimental to the expression of health and human performance and function and potential, and releasing that interference has this amazing restorative impact on physiology, health and function, then that message should be valuable enough for the public to grasp and to demand, to have access to. And so I started focusing on demand and. And Creating awareness. And that's, that's the vision for this. Having these workshops in every community around every part of the world. We're currently in, let's see, we're in four continents. We're. And we're expanding. We're about to go into Brazil, Argentina, Mexico. We're in Australia, Canada, of course. Uh, we've been, we've been in Taiwan, Amsterdam. The vision is to have a unified, you know, message where we create demand for subluxation focus nervous system based chiropractic. So those. That's the problem we solve.

Yeah. Well, thank you for that. And it, you know, I can speak from my own experience. Right. It's. We, we've used weightless workshops now for I think the last year is, Is it about a year, Steve, that we've.

I think so, at least.

Yeah.

Some. Somewhere around there. Kayla.

Yeah. And I've seen your program work in offices like ours that are scaling and have a big team. I've seen it work. That's one of the things I think that's genius about is it works in big offices that are scaling. It also is really valuable tool for folks that are in that build season of their career where they're really trying to get their office off the ground and get new patients in and see new patients and help people get the word out in the community. So I really, I can see the value of that, you know, in our office. And you, you, I think know this. I was involved in the onboarding of our team on into your program. I haven't yet done a presentation and we have incredible results with your program. Our team does the presentations. It works fantastic. A couple months ago, I think I shared this with you. You know, we had one talk. We had over 70 attendees at the talk and schedule 30, I think 32 or 33 new patients from that one talk. Amazing. Yeah, it was amazing. So thank you for that. I appreciate your.

Absolutely.

Helping our team with that and helping our community with that. I really, I was stoked by that.

So, yeah, you know, it. Our team, you know, we love hearing that. Right. You are our call center. We don't, we don't call them call agents. We call them community advocates. Right. And, and they're trained to understand what's at stake. Right. For these people if they don't show up to the workshop. And so when I get. So when I hear, you know, results like that, that just, it makes me so feel so good inside because I know the quality of care that those people are getting access to. Right. And so thanks for sharing that.

Yeah. And I know that, that, that little anecdote will speak to this a little bit. But CEOs make business decisions, right? So they always want to know what they're going to get for the return on their investment. So could you tell us just a little bit about that from a, like an average example and what that looks like with weightless workshops?

Yeah, absolutely. So now I wish that 70 in attendance was an average. Right? That was, that was not an average. It was, it was a fantastic event. Our averages are great though and the return on investment is great on the averages. And this is why it was the only type of marketing I did in my own practices for a 12 year period. So average attendance is going to be somewhere between 12 to 15 in attendance. Some offices are averaging 20 depending upon where they're located and cost per lead average show. So average registrations per workshop is going to be somewhere between 60 to 100. Show rates are going to be somewhere between 18 to 22%. So based upon that then we know that there's going to be somewhere. That's why there is somewhere between 12 to 16, 15 people in attendance. It really is a math problem, you know, at the end of the day. And that's how I look at it. So with a average conversion rate of 60%, you know, and an average, you know, that's to new patient exams, an average conversion rate of people to care of 60 to 70%, then people are looking at an average of somewhere between six to 10 new patients per workshop.

The.

And then with an average ROI, I'm sorry, an average case value of 3,000. And that's on the low side for most offices. These are people and that's something that is sometimes hard. You know, I always have to talk about this when I'm talking with new docs is that I just ask them the question, you know, based upon the types of people that these topics, you know, bring into your practice, where do you think they lie in terms of being mild, moderately or severely subluxated? And so the answer is typically moderate to severe. That's what they typically tell me. And the answer from my experience and given over 300 workshops personally is that they're usually in the severe range, but definitely moderate. And so these people don't balk at needing corrective care. This program was developed in my practice which was 100% cash and we did year long care plans. That's all we offered. And we had a high conversion rate with these people and 80 to 85% depending upon the associate you know, who was running this? But this is, as you mentioned, this is highly scalable. Because I moved to Texas, my practices were in San Diego and those practices were run by associates with. The only marketing we did was workshops. And you know, they had an amazing success rate. So it's a really scalable way to, you know, grow a practice.

Yeah, yeah, I love it. I mean, it certainly worked well for us and so many clients that I, that I know personally. So I'm excited about that. You know, I'm, I'm also curious, doc, when you think about what's coming next, what's important next as you look ahead at the challenges that we're facing in the profession, as you, you know, assess the needs of the profession in the future, how do you see Waitlist workshop preparing docs for what might be coming?

So there are several things that I see happening. Number one is.

And this is why, even though I've seen the major challenges politically and the drive to turn chiropractic into a more medicalized.

System.

The research has been catching up with our philosophy over the last few decades.

There's studies showing us that adjusting the upper cervical spine has a positive impact on the autonomic nervous system. There's more and more research focused on things like hrv. We have studies looking at cerebral spinal fluid flow and cerebral blood flow. So we have all this really positive data coming out in support of what chiropractic philosophy and science had always been sane. And so I believe that the research is going to continue to really clearly show us and the world, not us, because we already know, but show the world the true value of chiropractic.

And here's something really positive.

I used to have a company called Chiropractic is and we built websites, we built brochures and posters, things like that. And the reason I called the company Chiropractic is.

Was because I was really acutely aware of the situation on Google where with autofill, if you typed in chiropractic is, what do you think it came up with?

Not positive things.

Chiropractic is, excuse my French, but bullshit. Chiropractic is a scam. Chiropractic is pseudoscience. Chiropractic is a cult. Chiropractic is it safe.

These are the things that came up. And if you typed in chiropractors R, it was even worse.

And something happened recently. I hadn't looked this up in a long time. I used to speak on that topic for about a 10 year period in the profess. And so I Went to go, I was telling someone about this, and I went to go look, and I started typing it in. And it was actually very positive. Right now, I don't know if it was just because of my instance of Google and knowing that I'm a chiropractor and all these things, I don't think so. We should take a sample and find some people who aren't chiropractors to type it in. But it was actually very positive. So I believe. And just based upon trends in giving workshops and hearing the data from our clients, skeptics are far and few between. We don't get the same number of.

Facebook trolls comments on our ads like we used to. The tide is turning on that respect. And with JFK Jr taking on his role in the US government here, I think we're going to see a major shift in that tide. So now is not the time to shrink. Now's the time to shine and meet the demand.

And not only create the demand, but there's a bigger demand since COVID happened. We saw, yes, Covid was a horrible experience for humanity, but it was also, I think, a necessary pattern interrupt for a lot of people who weren't asking questions. They were living blindly, and you were living out of alignment with their own values. And so Covid just shook people up. And we have more people now on the chiropractic side than ever before. And so here's another quick example. It was just released a week and a half ago in Psychology Today, an article from a psychiatrist called the Gut Brain Spine Connection. I don't know. Did you have. Did you see that?

Yeah, yeah.

It's everything that the Gut Brain Connection class, which is one of our topics, it's everything that that class has been saying for over a decade. And it's coming from a psychiatrist.

Yeah, Right.

So now not only is the Gut Brain connection mainstream, it has been for a long time. Now the Gut Brain Spine connection is entering the mainstream conversation, and boy, what a time.

I think this is by far the easiest time for us to show up. Whereas when our founders were showing up, they were risking everything. Now we have it pretty easy.

Yeah. Have to deploy the right tools to connect. That's awesome, doc. Thanks so much. You've shared some incredible pearls here with us. I would say today I really appreciate it. I know everyone on this, on this call will appreciate it. On the podcast will appreciate it. I want to be sure that our listeners know how to get in touch with you. What's the best way for them to learn more, get in Contact or take whatever the next step is, whatever that is, we'll, we'll definitely put it in our show notes.

Yeah, the. There's two ways to really engage with us. Number one, if you're interested to look at our turnkey systems and be able to give your first workshop in a four to five week period, jump on a call and that's going to waitlistworkshops.com and clicking on the schedule call button. Super easy. You'll be talking with me and we'll explore if it's right because we know that there's four indicators of whether or not this is going to work. Right. And we'll, we'll dive into that and find out. The other way to engage is in our Waitlist workshops. Free group. So wait list workshops, free group on Facebook where we share all kinds of content. We're sharing videos weekly on everything you need to know to do this yourself. And we have do it yourself courses and we don't hold anything back because I understand that number two things, one, I couldn't possibly serve everybody. And two.

Facebook is always changing.

And it gives us job security.

But yeah, that's how people can interact with us.

Awesome. Awesome. Thank you, Doc. I really appreciate you being here today. Thanks for sharing with our audience. I think you shared some awesome things. Looking forward to getting it out to our crew of remarkables. And I can't wait to connect with you again, hopefully at the next immersion if you're there. I know you're having a new addition, so you maybe won't be at the next one, but your team will be, I'm sure.

Yes. I won't be at the next one, unfortunately, because I am expecting a newborn in the family. Very excited about that. But I, you know, and I'm going to, I'm going to miss it because I've told you, I've told others.

The TRP.

Family, right, and culture that you guys have created is remarkable. The entire experience, and not just the experience. And it's not a rah rah thing. It's the content.

The culture and what you're doing. And I see it in action because the doctors that are working with TRP are getting some of the best results because you guys give them such a solid foundation for from philosophy to systems to business mindset, all the things that we don't often get in school. You guys are giving them such a solid foundation that all they need is a room full of people and they're crushing it. So thank you for everything you guys are doing.

Teamwork makes a dream work, brother.

That's good. Absolutely.

I'll see you the next time I see you. Have a remarkable day.

All right, take care. Thank you.

Thanks for listening to this episode of the Remarkable CEO Podcast. Remember, what the world needs now is chiropractic. And what chiropractic needs now is more successful chiropractors. If you like this podcast, please subscribe, share with a friend, and leave us a review. And if you'd like to connect with us personally, direct message us on Facebook, LinkedIn or Instagram. Now go. Go and be remarkable.