EP 554: How to Communicate the Results Your Patients Really Want

The purpose of this show the purpose of this show is to guide you to realign with habits that get you to live the life you've always dreamed of. This, this is the habit based lifestyle podcast with Jesse. This is the heaven based lifestyle where you can access your full potential right now. Finally break free from destructive habits that dream life. If you want it, you can. Having this is where you transform your health, mind, business and relationships or do nothing and keep your life the way it is. But if you're ready for change, you're in the right place. This is where you're going to learn how to live a habit based lifestyle. You are tuning in to the habit based lifestyle podcast with your host, Jesse Hu. This is the habit based lifestyle. Let's go.

All right. Welcome to another edition of the Nectar Blueprint. Lessons with legends. I love saying that. Kind of rolls off the tongue. Lessons with Legends. And we have a legend in. I've learned a lot actually from our next guest, not only from healthcare, but how to communicate healthcare in what I affectionately call a marketing. I've become a student of marketing and trying to master it always. And Jesse has been a mentor of mine in that. So doctors that are going to listen to this and even general public, you can kind of see how we operate and how we attempt to get our message across. It's a very, very important thing to me. And without further ado, I'm going to introduce Jesse. Jesse, tell me, just go through your background, kind of how you got into this space and a little bit about yourself and. And we'll roll.

Yeah. So, hey, thank you so much for just allowing me to be on here with you. So my background obviously has been in the, the health and wellness space 21 years. I was a trainer, had my own personal training facilities for, for 12 years. But we'll say this like owning your own business, right? Especially in the health and wellness space. I mean, typically our number one goal is we want to help more people. But when you go into business for yourself, you kind of recognize that, hey, I can only help the people who know who I am. And either we learn to, you know, I mean, for me, I built my business on referrals and I used to stand on that as if, you know, I had that flag in the ground as like, dude, I build my business all referral based. I was proud of it. But then one day, someone, a mentor of mine said, hey, how many more people could you help if you actually learned how to market? And as I sat there for a second, I was like, dude, I can't believe you just said this to me, but it made me really think about that. Here I was like bragging that I built my business on referrals. How many people was I missing out on helping just by not knowing how to market? And so I kind of went on a quest to, you know, really learn how to market in the fitness business. And as I started understanding and learning how to do it, at first I was kind of like thinking, okay, I got to tell people how smart I am. I got to give them all this information. And as I started to recognize as was like, nobody really cared about any, any of that. What they really cared about was like, am I actually getting results with the clients I'm working with and are they able to see that? And so as I started to kind of understand marketing at a deeper level, I began to really showcase like, hey, and demonstrate these are the results that we get our clients. In fact, once I understood this, when our clients would walk in the gym, we would have a wall that was called the wall of fame. And there would be, you know, at least like a hundred before and afters up on the wall. And so as I started to kind of understand this at a deeper level, I started to kind of be the, the go to person in our town like I already was. But like, it even started to really multiply once I started to understand marketing. And so that's really where I first learned it. And then as I grew that business, I learned different styles of marketing, whether it was paid advertising or. And so as you know, I sold my training facilities five years ago. I got more into coaching business owners and, and they started asking me like, hey, how did you grow your business? And so it naturally kind of progressed into teaching, you know, health professionals how to, you know, effectively market their business and their build their brand through marketing and through know, posting content and through like social media. And so that's kind of what got me to where I am today. And you've been one of the guys I've worked with for, specifically on this for a little over three years.

So. And I was, I remember, I remember coming across and all of a sudden you started showing up in my, my feed a little bit and it was a little bit more and I was like, this guy's kind of rock and rolling. I knew of you through a mutual mentor, Garrett White, and the warrior method that I jumped into. And I know you were what, you're number number one. Was it one or two or something like that?

No, I was warrior. I was Warrior Week 16 and Warrior 21. I was. I was in such a bad place. I had to go through twice.

I've been told that I need to, but I've been resisting. But yeah, it was. I, like, I remember even being nervous jumping on a call with you about marketing because I'm like, dude, this guy's like one of. One of the OGs on. On Warrior. And if you don't know anything about Warrior, you always have an edge in talking with another Warrior. You never know what you're gonna get there. And. But I loved behind the scenes what. What you were doing. And one of. One of my stories, and I remember connecting with you that it was like I was throwing so much at the wall. I was doing a podcast every day. That was my goal. I'm like, I'm gonna do 365 podcasts in a year. And I was pretty darn close. I think I ended. And it was just me talking and throwing. Throwing stuff out there. And I ended up having some bit of following, but it wasn't converting and my message was getting out there, but there was no. There was no like, movement with that. And it's one of the things when I connected with you, it was like, look, you got a great message. We just need to get it in front of more people. And then it's the aspect of converting that marketing message, which was the missing link for me, and a lot of different things. And so the other component that I loved was that there was. There was an unknown code in a lot of social media that I was running into that didn't even know, you know, that I was being restricted. So my audience was super small. And I'll talk about my. My journey later on this, but how it just basically, I. You helped me crack that code. And once that code got cracked, it. There was people that were jumping into DMs with me. Flash forward three years. I really. I don't say this arrogantly, but it put me in a position that, you know, people, like, they have a serious health issue, they're messaging me. Their little kids sick, they're messaging me. And I don't mind that at all because we're in constant conversation and being able to help people and then. And then go down that direction. So pretty darn cool. But walk me through that. I mean, you know, from that point, you know, not all the details, because there is a. Is a formula for that, but, you know, diving into some of the social media and being able to crack some of those codes and give it, Give. Get that message out to more people. Because that's the desire, isn't it, of every, every healthcare practitioner. And I, I love it because I've seen, after I've squeezed into the fold here, everybody that was kind of around me, most of my network with other chiropractors were just like, what are you doing? And it's kind of a chain of other chiropractors, healthcare practitioners have, have jumped in too.

Yeah, I mean, here's what I'll say, man. Like, literally, you became the go to source in your community. Now, you always were good at what you were doing. But, you know where the disconnect often is with so many of the health professionals we work with is it's never a question of, like, whether or not they're actually good at what they're doing. It's can they actually communicate who they are, what they do, and, and how they help people? And, you know, what we found is that, you know, like me, you know, it was kind of like I. I wanted to teach people how smart I was. I wanted to educate them, I wanted to give them value. And in that, it was kind of like I talked trainer talk to my audience. And, you know, 99% of my audience did not understand that, but they did understand was results. And so once we started to shift in that communication, things began to change. And so even, you know, for you is like, here you are doing 300 podcasts. You know, you're like, dude, I'm. I'm crushing it, right? But it's like, hey, no one's engaging in my content. Yeah, no one's even paying attention to me. And I'm kind of like, frustrated in the sense of I. Dude, like, I don't know what's going on, right? It's like, a lot of times we just think putting content out there is the answer. And although I will say this, man, when you're that consistent with what you're doing and you're that committed to it, like, to me, that's very impressive. So I never want to take that away from someone, but, like, just a slight shift and it's like, hey, Todd, like, just do it this way, don't do it this way. And it's like you automatically start, oh, dude, that, like, work. Now all of a sudden I have like 10 people, then I have 20, then I have 30. And then it's like, oh, my gosh, like, I have all these people now paying attention to what I'm doing. What I like to say is, like, we usually help people in one of two categories. They're either the guy like you, who may be already putting stuff out there, but they're just not getting the engagement they wanted and they're not converting it into sales. We definitely help you understand the system and take what you're already doing and just make it better. Or it may be the person who's like, man, I've never done anything on social media and we kind of teach them from A to Z. But what I will say is this, is that right now, in the next 12 to 18 months, if you are not making the transition to organically grow your business on social media, your business will be obsolete in the next 18 months.

Yeah.

And the reason why I say that is because you have over 48 platforms right now to post on and organically grow your business for free. It doesn't cost you anything to do that. But I want you to think about something, okay? If you're a health professional, how many years ago was it that they had a blue check mark that you had to earn? And then all of a sudden they decided one day, hey, we're going to charge 14.99 for that same blue check mark right now, how many people are or how many people, like, recognize Instagram and Facebook, hey, if we just charge 1499amonth, we'll now make X amount of dollars. And I think it just in them doing that alone, that was like close to a billion dollar shift in profits. So think about that, is like, what if in the next 12 to 18 months social media decides, hey, for you to have an account, all of a sudden it's 4.99amonth, it's 1099amonth, it's 1999amonth just to have a social media account. Now all of a sudden it's no longer free to grow your business. And so I think the way social media is going and the popularity of it, I think in the next 12 months to 24 months, they're going to start charging to be on social media. Okay. Even for a personal account. And so, you know, what I was kind of getting at was like, imagine if you didn't take advantage of the free platform while you had it. Like you've, you know, you've been waiting to build your brand, you've been, you know, kind of in hanging out in the back, and now people are now going to pay for this service, which obviously they're going to make a ton of money on. But at the end of the day, you've waited around for years to decide whether or not you're Going to build your brand. I will always say this, like your brand should always be built through your personal profiles, whether it be on Instagram, Facebook or anything else. Because ultimately your personal life, it. It becomes your brand. It's, it's like, what are you doing in the morning? What are you doing in the, in the middle part of the day? What are you doing in the evening? People want to tune into that. You know, what was that movie? I don't remember what it was, man, but it was like almost like early 2000s, but it was like they tuned in to the person's life and everybody kind of sat back and watched it. Right. And that's really what I felt like. That movie kind of describes what social media is today.

Truman.

Yeah, yeah. Truman Show. It's like you have your own Truman show, you know, and how well you display that usually dictates by how many people see it.

No, I love that. And you know, from a doctor's standpoint, there, there was a couple points that you had brought up, but there is, you know, I've always told this story. It's like the doctor that tells you stop smoking and goes out on the break and smokes. Being, being transparent on that, I think is a really healthy, you know, brand being in alignment with that. That. Which means that if I'm going to be talking about weight loss, if I'm going to help people down a point of transforming their life and marketing to that, I better represent that as well. And so that's a really healthy angle to go. But also on the flip side, like, you were talking and I. This resonates really a lot with chiropractors. And I remember getting out of school, it was all about. And you had mentioned this is all about my degree. This is why I bring to the table, here's all my credentials. And you have really transformed that for me. And I want other healthcare practitioners to understand that, that there is often in marketing to show our techniques, it shows our, our skill set, maybe even what we offer versus the desired result that our avatar or our patients are seeking. And that was a huge flip for me to get out of just like. And I started to realize as I saw other chiropractors, other healthcare practitioners, even other medical websites, it was all about them. And I love the fact that, you know, you mentioned this predominantly like with a weight loss peptide. Stop talking about the peptide and start talking about the results. I mean, nobody else talks about the wrench that they use to, to fix your engine. Yeah, it's like it's all about here's what we can do. And I think that's a breath of fresh air in, in the marketing world and a lot of alignment where you're patient, centric, person centric versus, you know, again, trying to just, you know, toot your own horn what you're doing.

Well, let's say this, man, the disconnect in marketing is going to come down to the way that you communicate, right? And so, you know, what we've done is said, okay, listen, you can, I'll just use softwave, you know, as an example. I'll roll out a couple examples. So like, let's say we have this device, it's called the softwave. It helps you get out of pain. It's a tissue regeneration protocol. Now what most chiropractors do is they sit there and they're like, hey, come in and do my softwave. You know, come in and do my shockwave therapy. But like, to me, the first thing I think of is like, dude, I don't want to get shocked, right? I don't, I don't want some like crazy device. And so it immediately causes massive resistance. Now it also, the way it's being positioned is really more like, hey, I'm marketing this to other owners who have softwave. So the only people who really understand what software software is is other people who own the device. Okay? And so what we say is like, look, stop talking about the tool or the machine. Start talking about the actual results it gets. So it's like, hey, let me show you how I can help you get out of pain within, you know, 30 days or within like 14 minute treatment. Let me show you how to get out of chronic, you know, plantar fasciitis pain and like one, one treatment, right? That is where someone's like, holy crap, like you can actually do that. So what we're doing is we're saying like, look, stop focusing on the tool, the method, you know, whether it be semi glutide. Start focusing on the result it produces and speak about it from there. Because ultimately the client cares about the results. They don't care about the device, the method, the tool, or whatever you're using. It just creates chaos. And to the average client, it would be like me speaking Spanish. To an English speaking clientele, hey, like, you're just saying words like it doesn't mean anything, right? And so we're helping break down that communication barrier and making it easier for the people that are watching you to understand what you're actually talking about.

Yeah. And that's Incredible. And we've seen, we've seen six figure months of just switching that script around in the aspects. If, if, if I could show you in the next 90 days how to reduce your blood pressure, reduce cholesterol, gain your energy, youthful energy back and then, oh yeah, by the way, shed 15 of your body weight, would you be interested? And it has nothing to do with Peptide, it has nothing to do with our back end programs and, but that's the results that people are seeking. And so I really, you know, I really commend you and being able to help myself and help other, you know, healthcare practitioners literally get out of their head and in the head of the person we start to, we start to understand what the patient wants, what the, what, what the public wants, what, what keeps them up at night. So what's their worries? Where are they at with all these things? And from my standpoint is such, I'm so passionate about that because I've always been like a student of marketing and trying to understand what would keep, what words, what, what could I do to not be in the way of the situation of somebody getting the transformation that they want. And I think that, I think that pulls out a lot of the hearts of, of, of practitioners that are, that really got into it to help people, but then find themselves in this, this arena of like, well, gosh, I don't, I didn't think I was gonna have to market or market to people. And I'll open that up for you to kind of talk about. But you know, I hear this all the time with other doctors. They're like, well, I, I, you can't sell health or I'm not in sales. And I'm like, everybody's in sales. I mean my kids are all the time they're in sales. It's is true. Truly what happens is like, hey dad, last night she needed a new pair of goalie gloves and the sales pitch began. It was like, hey, so my old ones have holes in them, they're a little worn out, those fingers are breaking down. And then she, and she goes into like, you know, and that exposes my fingers to being stretched more, maybe injured. So then the pitch when I got these new gloves over here. And so we have to realize and get out of this stupid aspects that, you know, as a doctor, you're not supposed to be in sales. You're always in sales. And it's not a, it kind of is like a dirty word in the past, but it is, is something that you have to come into alignment with to be Able to help people move a direction. And I know you, you had that a lot in your, your personal training businesses and stuff like that in your gyms that you ran. I mean, it's. If you could not move people towards and get inside their head and help them get out of the way and move to get the result, then the results never got got there. And so it is at a constant, I guess, you know, education. Yes. But also motivation through a little bit of manipulation.

Well, let's say this, man, you know, whatever way you want to say it. Let's just say this like my number one goal is to understand what people want so I can help them get to where they want to go and be the vehicle of change that helps them get there. So like, if I'm a health professional, dude, I'm going to sell people on, hey, here's what you say you want. Let me help you kind of be the vehicle of change on getting there. And you know, if we can always remember, if I know what you want, it's much easier for me to help you. What most people do is they tell you how they can help you before they've asked you what you wanted. And then there's a huge disconnection in that. Okay. And so if, if I know you, Todd, and I'm like, hey ma', am, what do you actually want? And you're like, hey, I want, I want to lose 20 pounds. And I'm like, okay, cool. Like, I actually, you know, have. Might have a program that could help you do that versus if you, if your goal is to lose 20 pounds. I never find out what you want. I'm like, hey, Todd, like, dude, I got this killer, you know, muscle building program over here that is guaranteed to add like 2 inches to your biceps and tell you how great it is and how many certifications I have, dude, I'm now disconnected from what you actually want. And you're kind of like, hey man, you just stopped paying attention. Because I came with everything that I thought you might want instead of just asking you. And, and I see that is a huge in sales. I can't offer you the solution to what I don't know what you want. Right. And so instead, most health professionals start talking about how educated they are, all of their certifications, and, and giving them information, but they're not even giving them the correct information because they don't actually know what the client wants.

No, that's, that's a huge, huge point. And it, it infiltrates. I mean, I even find myself going back into That a little bit like describing what we do a little bit too much, even in conversations. But I will say with. With habit base. And then somebody listening to this podcast has not been exposed to this a little bit. Basically, there. There's a couple of things. There's a pot of gold that you always talk about, which is basically your brand. But what happened immediately for me and just walked down that was. It started to check the box of what I've always tried to do, which was to be. And I had this from day one, telling the quick little story of this. Like, I remember calling the newspaper and just saying, hey, I'd like to write a health article. I just want to become the natural health expert in my area. And they said, well, yeah, but we're gonna have to put. Advertise it so you write it. And I'm like, but no, it's like a community service thing. I'm like, I just want to get out there. And then I started. Then they were like, no, we're gonna have to put paid advertisement. And then you get a pay per column with. And I was like, no. God. All right, so then I go to the radio show. Can I do a radio show? And then you guys sell advertising associated. Well, you have to pay for the radio show. I'm like, no, but this is a community service thing. So there was so many avenues that I went down just to try to serve people and try to get a message out there, try to help people from a natural standpoint, not be on medications and. And transform their lives wherever it was. And immediately when I started working this pot of gold, I started executing, you know, the formulas. And I can show you here on my phone all the messages. And this is what ends up happening, is there's just these DMS of people asking questions, me engaging, being involved in their lives and. And helping. And what immediately started to happen. And I go back, because I tell one quick little story on that too. But what immediately started to happen is like, I'm at the grocery store and the gals checking me out. And she's like, oh, you're that doctor. And I'm like, I mean, I'm into. Yeah, I am a doctor. I'm like, no, that guy is on Facebook. I really wanted to meet with you. And it became this, like, almost celebrity status. It was weird because it is always hard when you don't know somebody else. I'm like, do I know you? Should I know you? And. And that wasn't. That wasn't just by happenstance. It was. People were Listening. And even though I wasn't engaging, particularly maybe with that person yet in a. In a message, they had seen me, they had known me. And then that is a brand. That's what's marketing. That's what we love to do. But then the other component that just, you know, makes my heart pound a little bit is that then you get to know people. And Jason West, Dr. West, mentor of mine, he. He was on a podcast and. And he remembers a gal just like kind of grabbing his hand on his way out. He was going to help her with all sorts of stuff. And she goes, look, I want you to understand, I'm not just a number. And it flipped that for me a lot because now I'm engaged. On where are you at? What have you tried? What were your results with this? And we go down this pathway of really getting to know people before they actually commit and say, hey, yeah, I want your services. I want to come in and see what you can do for me. I have this like, hey, it was great to talk to you on Facebook. And, and I know all this, that you, man, you've been through all this. All right, let's go from here. And we take off from a point that I, I don't get to. With what I call cold advertising, which is somebody calling it off an ad of Billboard or whatever it may be.

Yeah, man, it's. It's a, you know, it's a great description of, like, really, you're building, you know, that celebrity status. And that's what the, you know, the real power is when you're a community is. Is like, you're in a community. You're building a celebrity status with people and they already know you, they like you, and they trust you before they ever come in.

Yes.

And so it's almost like they're kind of starstruck, right? It's like, hey, I actually have access to Dr. Todd, you know, and so what that does is it's almost like these people are already sold before they come in because they've followed your content. They're. They're living. They're kind of like living their life vicariously through you. So it's like, dude, I saw you flying your plane, like, and you went to your kids football game. I saw you doing this. Like, it's so cool. But, like, that's what people want. They don't just want to know they're a number. They don't want to just know they're another patient. Right. And so you're inviting them in to your life and Your lifestyle and helping them become a part of that. Which it's. At first, it's a little weird, man. Like, I remember kind of doing it at first, but like, after a while, you know, it's like, I couldn't even go to dinner, man, without having someone either want to pay for my dinner in the community I lived in, or, you know, they're like, oh my gosh, she's here. It's like covering up my food. It's like, dude, like, relax. I'm. I'm not gonna, like, tell you you can't eat that. But so it was like everywhere I went, somebody knew who I was.

Yeah, it's incredible. I've had that happen in the grocery store too. I don't go grocery. My wife does it now because I'm like, these people are always like, they, you know, throw a bunch of stuff on top of there, don't look in my cart. And doc. And I'm like, that's all right. Oh, that's awesome. That's awesome. Yeah, it is. It is a beautiful thing. And then the compound on that too. What ends up happening is. And, and you teach these methods to be able to create a, an avenue for those people that want to follow or, and even want your content to be able in, to be in a group where you have an opportunity to continue to teach. And maybe one thing didn't resonate, I know, for us, like, if people aren't into chiropractic, but then we've seen a lot of people like, yeah, I need some help with my weight. And so we're helping them with their weight. And then, oh, by the way, it's going to, you know, cross filter into, cross pollinate, as we say, into other avenues. Oh, I didn't know you guys did this. And my dad's got this. And the countless referrals that we probably don't keep track of as well as we could or should. Worth that. One person coming in and then being exposed to other things that you do as well.

You know, you kind of have what we call, you know, that multi disciplinary clinic, you know, that offers a lot of solutions to, you know, one person. And so what, what's so great about that is like, hey, somebody can come in just for chiropractic. Somebody come in for just IV therapy. Someone could come in just for, you know, weight loss. But the cool thing about the way that you've really, you know, built out your practice is that someone can come in for all of those, right. And really get healthy. And so it's it's way bigger than just coming in to get out of pain. It's way bigger than just coming in to lose weight. And what's cool about that is you can display that brand that, hey, we're about health optimization. We're about helping the entire person. And you're able to display that in your marketing. You're able to create smaller communities off your bigger community and brand with people who say, hey, I want this more. I don't need this right now. And so it really gives them kind of a progressive feel that they're, they're being, you know, they're getting better because they're now moving on to a different level of service or care where most people will speak just on maintenance. Once somebody gets out of pain, I think you know what you're able to do. And people like you who we work with are able to say, no, it's not just about getting out of pain or maintenance. It's about wellness and optimization in your health and your life.

Absolutely.

The purpose of this show the purpose of this show is to guide you to realign with habits that get you to live the life you've always dreamed of. This, this is the habit based lifestyle podcast with Jesse.