049- Refining Your Chiropractic Message

Welcome to the Evidence Based Chiropractor providing you with elegant and efficient research based content to help your practice prosper and succeed. Now get ready for a variety of dynamic communication tools designed for immediate growth courtesy of your host, Dr. Jeff Langmaid.

Hello and welcome to the Evidence Based Chiropractor. I AM your host, Dr. Jeff Langmaid. This week is a special episode. I am recording this on location out in San Francisco, California. So if you hear the faint echo of dancing bears in the background, you will know why this is a special episode because I'm going to dive into some of what I literally learned just this weekend. So I came out here for a few business meetings. I also came out here to go to Con Con. Horrible name. Great conference put on by the hustle and it all about content creation, content marketing and expanding your voice. And I think there's no better time or place for us to talk about that as chiropractors than now. But before we dive in, I'll say a few words about Rocktape. Rocktape is proud to be a sponsor of the evidence based Chiropractor. Rock Tape offers the world's best kinesiology tape, pain relief topicals, mobility tools and functional fitness accessories. New from Rock Tape is Rocksauce Chill, a powerfully cool pain relief topical in a convenient roll on with 6% menthol. It's stronger than the freeze comp competition. They are more than a tape company, they are a movement company. Learn more and get access to your medical discount by visiting rocktape.com also if you haven't had the opportunity, I know there's been a lot of buzz online with American Posture Institute's Postural Neurology Program. I'm big proponent of it. Highly involved. If you haven't checked out the recent interview I did with Dr. Christa, just click back a few episodes and take a listen. They have some free trainings up now. If you subscribe to my email list, you'll probably be getting a L to some free trainings and there's some great tips. Really great stuff that we can use in practice each and every day. So keep an eye out for that and one other bit of housekeeping before we dive in today. If you have a moment as soon as we finish this episode, please give us a like, give us a share, give us some feedback on itunes. It helps other chiropractors find this podcast, it helps us stay free and it helps us expand our message. So thank you for being a listener. Thank you for being a chiropractor and let's do dive in. So as I said at the top, I'm out in San Francisco, California. The Hustle. If you don't subscribe to their email list, I strongly suggest you do. It's tech and lifestyle based emails that come out every day and it's in a great voice, meaning the tone of what they produce and the content of what they produce each and every day is really, really awesome. It's a little bit tech based, but I think it interests a lot of chiropractors out there. And I came out here because they were hosting the first annual Con conference based on content, which is really their sweet spot. And they had some awesome speakers and awesome presenters and I wanted to touch on a few of the take home messages that I got out of it because I think it's really applicable to what we do as chiropractors. If you're a chiropractor and you have a Facebook page, if you have a website, if you have a Snapchat account, Instagram account, or anything in between, I think there are some really actionable lessons that were dove in deep that would be great for you to hear if you're not already familiar with them. So one of the speakers was the CEO of a company called Greatest and it's health and wellness for kind of millennial generation. And he basically founded the company because he felt as though everything was body shaming. Everything that he saw in the health and wellness space was not realistic. So he founded Greatest as something that everybody who's into health and wellness who might not be perfect could get a lot of great content out or a lot of great content to help their lifestyle. And some of what he talked about, which I thought was really, really important, was narrowing down your audience as much as possible. So as a chiropractor, we think often of the people in our town. Well, I'd like to see everybody within a five or ten mile radius of my practice. And the argument here is that in that case you'll get nobody. So narrowing down your audience and then letting them know what you want them to do. So narrowing down your audience could be, if you look at the demographics of your office, it might be Sports athletes between 24 and 30 years old who used to play professionally or semi professionally, now play on the weekend and have injuries but still want to stay active. It might be 44 to 55 year old females who are obviously mothers to children by and large and want to stay active with their children and want to stay as healthy as possible moving into the senior years. It could be a variety of things, but narrowing down your audience, really, really important. And he would argue that the more narrow you create your audience, the better and more exquisite your result will be. So I think as chiropractors, that's an important component because we often put up our websites, we put out our Instagram channels, we put out our Facebook pages, and it kind of goes to everybody. But using your audience and defining your audience can then help you reverse engineer the content. Meaning when you define your audience, there's going to be a different tone, different images, a different way you'll go about things if you're trying to communicate, let's say to a 44 year old female or a 22 year old male. So when you can define your audience, you can help shape how you are interacting with the people in your community and how you're interacting with your audience. Also, finding your voice as a brand cannot be understated. And this is something I'll be very open and transparent with. This is something that we try to do at the evidence based chiropractor. A lot of the content we go through is research based. We touch on marketing, we touch on current events within chiropractic, and some of that at times can be a little bit dry. So trying to keep the tone light, trying to keep the tone interesting is something that I'm striving for. And I have a lot of great ideas as we come towards the end of 2016 and into 2017 to deliver the message that we are with greater accuracy. That's more fun and more engaging for you, the listener and for everybody out there. So finding your tone of voice, a few of the things that he brought up, and I think as far as the brand is concerned, this would tie in for chiropractors with your Facebook page, your website, and certainly if you're using a messaging app or anything of that nature, is, you know, are you using emojis or not? Are you using abbreviations? Are you using contractions, slang, exclamation points, Caps? No caps, all caps. All of those decisions on your copywriting specifically are important with the tone of your message. And if you're using a website generator, that's for lack of a better way to put it, canned or something that's a template based website. It's important to take a look at that because they might. Again, those are being used for a variety of demographics all around the United States by hundreds or thousands of chiropractors with varying audiences. So take a look, take a moment. After we finish the podcast, Today or when you're on lunch break this afternoon and define your audience and then take a look at your social channels, whether it's the Facebook again, your website or anything else and see if the way you are communicating the tone of your brand is in line or out of line with who you are trying to reach. So I think that that's a really important starting place that a lot of chiropractors out there just have not had the opportunity to really dive into as time has gone on. So another company that I thought did a really, really fantastic job out here was Sandwich Video. Sandwich Video is if you are watch sports at all, it's the True Car Guy. They made the TrueCar commercial and the guy who is the TrueCar guy, quote unquote is the owner or founder or chief creative CEO of that company as a matter of fact. So they've done a ton of tech based videos for a variety of people, whether it's Apple, whether it's Uber, whether it's Slack and anything in between. And a lot of these tools and a lot of their videos touch on, it's an emotional connection. So finding basically the point on whether or not you want to be funny, whether or not you want to be engaging, whether or not you want there to be an action. I see a lot of chiropractors starting to produce video and I think it's important and again, this is something that I'm going to strive to do better at with the evidence based chiropractor. But if you're producing video, make sure that you have a catch. Make sure that you're looking for an action, an engagement, a call to action. You're making it funny or emotional. You want the user to feel something as they are listening or watching that piece of media. Sandwich does just a fantastic job at doing that. But keep that in mind as you're writing. Your script information is fantastic, but you need to package it in this day and age, you absolutely have to package it in a way that is entertaining and that keeps people engaged throughout time. Also, it took me thinking and you're going to see more of this certainly in the next few weeks is, you know, there's a lot of chiropractors out there and there's a lot of chiropractors that don't have practices that are seeing the max number of patients. They're struggling quite frankly. So having great content, having great chiropractic videos that showcase what we do as chiropractors with a light hearted message and really, you know, take a lot of what we talked about just a moment ago, engagement, action steps, and really tug at the heartstrings while being funny and whimsical at the same time. I think there's a great opportunity out there because chiropractic has never been presented truly in that fashion, so I'm looking forward to doing that. If you have any thoughts or ideas regarding any of that, please hit me up. Jeffeevidencebasedchiropractor.com I'd love to jam on some ideas. I think there's a lot of great opportunities out there for chiropractors and for chiropractic as a whole, and I think we need to learn from some of the people outside chiropractic, bring those lessons and bring that information back into what we do and it's going to enable us to better showcase how we go about delivering our message and ultimately help the profession grow and prosper as time goes on. So I hope you have an absolutely fantastic week in practice. Take home points for this week's podcast are Define your audience do an exercise Define your audience. Once you have shoot me an email jeffevitnessbasedchiropractor.com I'd love to know your specific audience. From there then you can best determine the tone, copywriting and everything else to best reach your audience locally and that will help grow your practice because you're gonna have better engagement and better communication. Secondly, as you reach out to people in your community, online or off again, once you define your audience, you will have a better idea of the tone of your message and the better you can resonate, the better engagement you'll get, the better results you will have and the more prosperous and the more busy your practice will be. So shoot me any ideas. I'd love to hear about how you're going to define your audience. Jeff the evidencebasedchiropractor.com we will be back next week with another research based episode but I thought it was very important to get you out some of the information that I learned at the Hustles Con Con this weekend. If you haven't checked out the Hustle the Hustle co, it's awesome. I guarantee you'll love the emails you get from them. So have a great week in practice Doc and I will talk to you soon.

We appreciate you joining us for this episode of the Evidence Based Chiropractor. Learn more tips for explosive practice development at the evidence basedchiropractor.com youm can also join the Premier MD monthly membership enabling you to use what you just heard. To maximize results in your office, we look forward to providing you with more dynamic communication tools for immediate growth. Right here on the evidence based chiropractor.