How The Mighty Fall

This week, I read Jim Collins’ new book How The Mighty Fall: And How Some Companies Never Give In. I knew this book would have application to chiropractic offices as soon as I read the back cover in Barnes and Noble.

“Whether you prevail or fail, endure or die, depends more on what you do to yourself than on what the world does to you.” – Jim Collins

How true this statement is. Not in a mystical, ‘think and it will happen’ kind of way. Not in a flippant statement some consultants throw at their clients for a ‘pump-me-up’.

But simply a statement of truth.

The success of your practice depends on you! Not the economy. Not the size of your town. Not where you practice. Not the government’s attempts at screwing up healthcare. Not Obama’s spending that you’ll never see a dime of.

Sure, these things make practice a bit more difficult. No one would say they don’t have an affect. But they are not the determining factor in your success.

You would be amazed at the doctors who’ve simply given up marketing their practice the last couple of years. And paid dearly for it. Some haven’t done any outside marketing in 10 or 20 years, but now find themselves forced to due to a declining practice.

Granted, most marketing out there sucks at bringing in new patients. Yet there are proven methods and strategies that work.

And the simple fact is that if you’re not marketing your services to the public, it’s just a matter of time before you’re practice will decline.

Back to the book. Collins has taken various failed companies and studied them to determine what caused their decline. Based on this he has uncovered 5 stages of decline.

Below I list the 5 stages and show how they apply to a chiropractic office. I’ve chosen to give our imaginary chiropractor a name, Dr. Decline, so as not to insinuate that all chiropractors are declining. But it’s very likely many of my readers will be in one of these 5 stages, whether they know it or not.

Hey, I admit I went through stages 1-4 in my early days of practice. Most of us do at some point. But hopefully reading this will help you to recognize it better next time.

Are you in one of this 5 stages?

1. Hubris Born of Success

Hubris is a word from ancient Greece that means overbearing pride or presumption. It’s the thing in Greek mythology that always brought down the hero. It’s what Proverbs 16:18 says well “Pride goes before destruction, And a haughty spirit before a fall. ”

This is what Dr. Decline says at some point, “Things are going great right now. I’ve done well. Money is coming in. Why should I even pay for that ad in the newspaper anymore? I can cut back and just rely on referrals. After all, my patients refer because I’m the best doctor in town, not because of some words they read in my newspaper ad or website.”

2. Undisciplined Pursuit of More

Collins thought his data would show declining companies had become complacent and lazy, watching the world go by. But his data showed quite the opposite. He found “overreaching much better explains how the once-invincible self-destruct”

Here our doctor says to himself, “Maybe I’ll buy that new decompression table or new rehab equipment. What’s a big fat lease payment when I’m doing this well. We better hire some new staff too, to get ready for big growth. Things have been busy lately, after all. And I’ll have money because I’ve cut back on my marketing expenses too.”

3. Denial of Risk or Peril

This is when the effects of stage 1 and 2 are starting to set in. Money is still coming in, but signs of danger are starting to appear. There aren’t a lot of new patients on the books next month. The bills are starting to pile up. But the leaders deny the risk.

But our good doctor says, “Ah, it’s probably just the economy or the summer slump or insurance companies. Things will be fine. After all, I’ve been in practice over 10 years, and I’m still here, right?”

4. Grasping for Salvation

The risks of stage 3 have now become a reality, throwing the company into a sharp decline. Collins says this is a pivotal time and brings up the critical question of “how does its leadership respond?”

Does Dr. Decline grasp for a savior in the form of a charismatic chiropractic coach, a “bold but untested strategy” or any other number of magic pill solutions? What he does here is pivotal because once in stage 5 below, there is no coming back.

5. Capitulation to Irrelevance or Death

“The longer a company remains in stage 4, repeatedly grasping for silver bullets, the more likely it will spiral downward”, says Collins. The leaders abandon all hope and either sell out or liquidate assets.

This is a sad state for chiropractors when this happens. Let’s hope Dr. Decline never gets here. But the truth is some chiros do.

So how do you prevent the 5 stages of decline listed above?

It’s hard to say for your particular case. But a couple of general guidelines are “don’t ever stop using marketing that works” and cut, cut, cut your expenses.

Oh, and kill that awful sin we all struggle with: pride!

Discover An Ethical Treatment Plan Proven to Help Neuropathy Patients

Have you tapped into the very hot neuropathy niche yet?

Due to the aging baby boomer population, there are currently millions of cases of peripheral neuropathy worldwide.

– In March of this year, a California legislative task force on peripheral neuropathy was established and reported that over 20 million Americans suffer this disease.

– It Is Anticipated That by 2010 Sales of Neuropathic Pain Drugs Will Double To US$5.5 Billion.

– Almost 1 million neuropathy related keyword searches were performed on Google last month in the U.S.

With my ads, it’s easy to get neropathy patients in the door. But then how do you help them get better?

Find out on Tuesday 1:00PM EST, 12:00 CST, on Jan. 19th when I’ll be hosting a webinar entitled “Discover An Ethical Treatment Plan Proven to Find and Help Neuropathy Patients”.

Register here to watch the replay:

I’ll be joined by two experts in the neuropathy field.

Dr. John Hayes, DC and Dr. David Phillips, PhD have combined efforts to develop a tested and replicable treatment system for patients with peripheral neuropathy.

Dr. Hayes will be taking us through exactly what he does with his patients to get them better. I think you’ll be surprised at how easy his protocol is to implement in your practice. And rest assured, it does NOT advocate outrageously expensive equipment, or cold laser therapy!

Here’s just a few of the conditions Dr. Hayes has used his system for…

-Diabetic Peripheral Neuropathy
-Post ChemoTherapy Neuropathy
-Diabetic Lumbopelvic Plexopathy and incontinence
-Failed Lumbar Back Surgery
-Carpal Tunnel Syndrome
-Multiple HNPs with bilateral Radiculopathies
-Idiopathic Polyneuropathy
-Chronic, intractable Myofascial Pain

In addition to Dr. Hayes, we’ll be joined by Dr. David Phillips. Dr. Phillips invented the world’s first infrared ear thermometer and received The Inventor Of The Year Award 1987. Dr. Phillips also invented the nano-silver based cure for Molluscum Contagiosum, a previously incurable childhood skin disease.

Now, he’s developed a unique device that’s proven to be 94% effective in the treatment of the chronic pain of Peripheral Neuropathy.

And you’ll be pleasantly surprised at how inexpensive this equipment really is!

Make sure you’re on this exciting webinar.

If you have questions, you’ll be able to type them in on the webinar and we’ll be answering them in a Q&A session at the end. I’ll see
you there.

P.S. Just like spinal decompression was all the rage 5 years ago, the neuropathy niche is only going to get bigger and bigger. Don’t be the last chiropractor in your town who taps into this market of patients.

No doubt there are neuropathy patients in your town right now looking for help. They’re tired of being pumped full of drugs to stop the pain. They want a natural solution.

The only question is how are you going to reach them and what treatment protocol will you be using.

Register here to watch the replay:

Spinal Decompression Marketing Elite

Why isn’t your decompression table packed with patients all day long?

This really is the ‘Million Dollar’ question for your practice. So the answer must be more marketing, right?

Well, yes and No. Join me for a Free webinar, where I’ll explain “How to Fill Your Practice With High Quality Decompression Patients”

To watch the replay, go here:

You see, almost all chiropractors with decompression tables are using outdated, rehashed advertising and marketing techniques — those that worked in the golden days when decompression first came out.

But we both know these techniques don’t work anymore.

The world has changed. Potential patients you’re trying to persuade to come in have grown increasingly resistant to these obsolete marketing strategies

This year, I’m going to help one doctor per area have their best year ever by using my new Decompression Marketing Elite program.
Life’s too short to sit around waiting for the next patient to come in, while the table you paid thousands of dollars for collects dust.
No secrets held back.

Find out everything you need to know about this decompression marketing program now…without closing your office and spending thousands of dollars to travel to a high-pressure “Discovery Day”.

On this free webinar, here’s what you’ll discover…

  • How to receive a new decompression marketing tool each month, bringing in quality new patients who stay, pay and refer.
  • The only one-on-one personal decompression coaching, tailored to your practice to personalize the proven system to your own unique practice and city.
  • How to get monthly decompression marketing webinars, where you’ll see exactly what other successful doctors are doing in their practice and discover how to increase your conversion rate to high-fee care plans.
  • How to guarantee you’re the only doctor using this decompression marketing system in your area.
  • How to finally stop living on the threshold of financial freedom and take your practice to a new level.

If you have a decompression table in your practice, you do not want to miss this call. Come and watch me reveal exactly how I’ll be doing it.

Because this program will be area exclusive, if you’re in a competitive area you should at least attend to make sure you’re not giving up a golden opportunity.

There was even a Q & A session after the webinar. Join me from the comfort of your office or home computer.

P.S. Do you think there will be more or less patients with herniated discs this year? How about in 5 years from now?
Decompression is not a fad, because disc problems are not a fad. It’s time you really tapped into this booming market.

The Biggest Mistake I See With Ads

Are you making this mistake?

I speak with quite a few chiropractors running my ads in their local newspapers. Recently a doctor sent an ad to me that he had ran. He wanted me to give him my opinion on my it didn’t work.

At first, I had difficulty identifying if it was even my ad. The photo certainly wasn’t mine. The headline didn’t look right or even make sense to me. And the spacing was terrible.

It could only be called “my ad” in the same sense a Filipino barber cracking someone’s neck could be called a “chiropractic adjustment”!

Then I realized where he’d gone wrong…

He had committed the biggest mistake when it comes to newspaper advertising.

Here’s the mistake.

Don’t let the newspaper rep or the art department direct you into wasteful spending. Their job is to sell you the ad space, not sell you the ad design.

Don’t be a victim to this one. If you’re new to advertising or it’s the first time you are running in a particular newspaper, an experienced ad rep may try and put the pressure on you.

For example, the first time they look at one of my ads, they might tell you that this is not the typical ad that they see. It doesn’t look like the tanning salon’s ad or the MedSpa’s weight loss ad. It does not have color, it does not have graphics, it was not designed by their design department.

Come on!

These people are clueless when it comes to writing an effective ad. How many courses, coaching programs, or classes have they had on copywriting, marketing, or even chiropractic?

Zero. Nada. Zilch.

A newspaper rep is trained in selling ad space. A graphic designer is trained in…you guessed it…graphic design work!

Any ad that they would design is based on what the designer or the ad rep thinks is a good ad. They have not been trained to develop proven, effective ads, nor do they know your business, the type of patient, and the type of emotional words and copy that would draw the best response.

Many of ad reps will not even know what a “copywriter” is, and yet they work in the advertising industry!

I don’t recommend ever letting the ad rep or the design department do anything to your ads, other than format them, to fit in their paper.
You do not want them to move paragraphs around. You do not want them to move the picture to the other said of the ad or to the top or to the bottom. You do not want to change the size of the headline.

Now they may need to change it from a 4 column to a five column ad, for example, but make sure when you see the proof, that everything is still there. And the photos are specifically place, so if they resize the ads, try to get the photo to stay where it should!

I’ve seen newspapers (and some doctors) horribly butcher the ads I wrote. Ads with a specific purpose, layout, picture, etc. Then the newspaper art department will come in and convince the doctor that they can “improve the ad”.

Which usually means completely rewriting the headline and replacing my ’empathy building’ photo with one of their pictures of a guy holding his back.

What Should A Good Rep Do?

A good newspaper rep should simply assist you in placing the ad. They’ll give you the different numbers you need to make a decision. You know, make sense of the overly complicated price layouts they have. Compare the price between a half page ad and 10,000 inserts.

Then you make the decision and place the ad you already have.

If you get a belligerent ad rep who insists they can develop a better ad for you, one with less copy and more graphics, say this,

“Sure, you can design and run whatever kind of ad you want for me, as long as you do it for free!”

Then I’ll pay to run mine (your Ultimate Chiropractic Ad) and we’ll compare the results. We’ll compare the ROI.

What’s that Mr. Newspaper rep? Oh, you don’t know what ROI is? Well that stands for Return On Investment, something I track on every ad.

Come into my office, let me give you a lesson on marketing…

This and other problems dealing with newspaper ad reps can be found in section 3, Manual 1 or on CD-Rom #2  of my ad kit.

Other topics discussed in section 3 of the manual are…

  • How to negotiate the best ad position for the lowest price.
  • What section of the newspaper you should never, ever run an ad in.
  • Use this special phrase with your ad rep and get 50-80% off your ads month after month.
  • Negotiating tricks that ad reps use against chiropractors.
  • How to choose between a big, metro newspaper and a small community paper. (This one may surprise you.)
  • Why you should never agree to run multiple ads in a newspaper until you’ve done this!
  • The 5 pitfalls chiropractors must watch out for when running newspaper ads.
  • How to determine which ads to “roll out” in a big way in other marketing media.
  • When to run your ad as an insert and when to your run it as a regular space ad.

If you haven’t picked up the Ultimate Chiropractic Ads yet, find out more here…