Tag Archives: Practice Building

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How to Setup Your Website to Attract New Patients

 

 

“So I have some very special guests that are joining me here today, and we’re gonna be talking about how to set up your website to attract new patients.”

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi folks, Jeffrey Grossman here. And thanks again for joining us with another installment of a live broadcast from the American Acupuncture Council, bringing you some great information, um, business building and marketing and coding and all these great things streaming to you live. So I have some very special guests that are joining me here today, and we’re gonna be talking about how to set up your website to attract new patients. And with me today, we are going to have, um, the, uh, the team from our sister company called Acu perfect websites. We’re gonna have Ben Thibert and Ken Moorhouse that will be joining us to answer some of those questions that have come in over the years around, you know, attracting patients to your website. So thank you, Ben. Thank you, Ken, for joining me here today.

Thanks Jeffrey. Thanks for every for having us. Thank you, AAC.

That’s awesome. Good, good. So, um, you know, a lot of practitioners are, you know, they just assume they can just put a website up there and just, you know, and just attract patients in these, uh, throngs of patients just started streaming into their door and that’s pretty much further from the truth. And so I kind of want to get some clarity, you know, that you guys can share based upon the fact that you work with hundreds of acupuncturists, you build a hundreds of websites every single month, you’re, you’re managing these services for them. And, um, you know, so you’ve, you’re, you’ve got your finger on the pulse literally. Um, and, um, you know, I think that it would be great to kind of share some of this insight into some of this information with, um, our members. So one of the first questions that I’ve heard over the past, and you probably, you guys probably hear about it too, because I think a lot of our clients come over from other companies to join our S um, so what are some important things that people miss when they’re doing their own website on services like Squarespace and Wix?

Yeah. So I think one of the most important things to think about when you’re building your website is content. Uh, content is what drives traffic to your website. So when you write content about TCAM and acupuncture and the different conditions that you treat people in your community will have access to that, if you set up your website correctly. So content is still king, uh, bill gates coined that term back in 1996, and he was talking about the future of the internet and sure enough content is still king on the internet. So it’s really important that you write good quality content on your website, and that can be blog posting. We’ll talk a little bit about, and you can also talk about landing pages as well. So in terms of blog posting, you want to write some content about TCM and acupuncture and how it can help conditions and be sure that when you’re writing your content, doesn’t have to be very long, 600 words will suffice, but you want to have a good quality post that talks about the condition, your location, how you help people in your community with those conditions and what modalities you may use.

So that’s a really good, good way to start attracting traction and getting people to visit your website. Uh, the other part of that is also landing pages are really important. Uh, Ben, did you want to talk a little bit about landing pages?

Yeah, just content in general. Um, one thing that we see is, you know, Google doesn’t rank sites based on how they look, it’s all based on what’s on the site and the content. So you could have a beautiful website, but if you don’t have the content on your homepage or your about page, that matches what people are searching for it, you’re not going to get ranked. You’re not going to get people to your website. Um, I mean, having a good looking website is, is important, but not in Google’s eyes. Um, so it’s important to have, you know, like on your homepage, for example, you want to make sure you list all the, um, services you provide. You want to list the main conditions that you treat. So when people are searching for acupuncture for back pain, you know, it’s going to come up. Um, it was one thing we see missed a lot is people will have, you know, maybe their mission statement or some, you know, quote that they like on the homepage, but they don’t have any information about what they do or what they offer, or even sometimes where they’re located, people miss that.

So you want to make sure you have all that stuff that Google is going to pick up and use to rank your site, uh, in your content, across all your pages, put your address. It was basic. It seems like it’s basic stuff, but it’s amazing how many people, it’s hard to find where they’re located or what their phone number is. If like dig through all their pages to find it. Um, that’s something that’s missed a lot. And, um, like as Kay mentioned, landing pages, that’s where you can get, get a little more detailed. So you can kind of use your homepage to list your general overview of what you do, what you offer. Um, but if there’s a specific service that you provide or a condition that you treat that you wanna really focus on and you can create a whole separate page for that, and that’s just called the landing page. So for example, if you focus on anxiety, you can have a whole landing page that talks about how acupuncture can help with anxiety, the different treatments that you offer, kind of your, your plan that you, when someone comes in to treat anxiety. But the important thing is to have a separate page that has all your good keywords in there that Google’s going to pick up and use to rank you for different, different conditions.

I think. Yeah, I think, I think that’s a big thing that people overlook is they just assume that they have a pretty looking website and that is just going to be the patient attraction tool for them, but having content with specific meta-tags and alt tags and title tags. I mean, that stuff that you know is what is, what, what you guys do. It’s what you guys focus on, which isn’t what a lot of practitioners do, um, in that way. But like when, when Google, when people like type in acupuncture, you know, back pain, Seattle, all of that information should be part of the content on some level, right?

Yep. Yeah. We could talk a little more about the meta-tags too. So it’s one thing that we see miss a lot is someone does their website on Squarespace or something, you know, even if they have great content on there on the page itself, um, we’ll see that their, their title tag for the page is just the word home or, you know, something really generic, but that the title tag is one of the most important meta-tags, that’s what Google uses to actually list your site in the listings. So each page use your title tag, and that’s what shows up when you search in Google, those are the title tags for each page. So you need to make sure that you have all your information in your title tag, that, you know, you have to keep it short. And I think it’s something like 60 characters. Um, but you want to have, you know, your business name and your city, and if your business name doesn’t include the word acupuncture, you want to make sure that you have, you know, have that in there as well. So you are targeting acupuncture in your city, in your title tags. That’s when we see missed a lot as the title tags aren’t set and it’s something has to go and manually do when you’re in Wix and Squarespace, you have to go and set those for each page.

To your point to Jeffery, all tags are sort of treated the same way as any time. If you have an image that you upload to your website, make sure you have a good description of that image, and also include some of that information. Some of the keywords that we’re talking about, your city, your location, and then a description of the image. And that really helps that with SEO and Google ranking, right?

I think a little bit into, I was gonna mention that that’s a big part of the, we’ll talk a little bit about ADA compliance too. And, um, accessibility and L tags are a big part of that, but go ahead, Jeffrey.

So, so as far as title tags, clarification on that, the title tag is the title of whatever content piece you’re putting out, whatever blog posts you’re putting out. Right.

It’s the title of that page? Um, yeah, so right. Yep. Okay.

And then, and then as far as pictures go, Ken, that’s a really good point because a lot of people just pick up pictures like, oh, me at the beach, right. Or whatever that is, or me doing moxa or me doing cupping, but like, it’s, you know, I mean, if someone puts up a picture of cupping, it should be like, Jeffrey’s acupuncture clinic, Seattle cupping. Right. That should be yeah.

Treating patient with capping or something similar to that effect. Yeah,

For sure. Yeah, because that all plays into like getting search when, when the search engine crawlers are out there, they’re like those search, not only the title tags, but the, the, the other alt tags in the photos, which is, I think I would, you know, I never knew that until I started, you know, you guys started jumping into the websites, informing us around that. So, um, cool. Um, and, um, so what is another question is like, what’s the best way for practitioners to reach more prospects in their community? Like how can they get out there and be more forward facing? So people when they are searching that they’re found?

Yeah. I think the number one thing that people miss as a practitioner is setting up their Google, my business account. Um, so if you go to google.com/business, uh, you can create a listing, uh, inside of Google and Google will, uh, rank your website better when you create that listing. And what it does is essentially it tells Google what you do, the services you offer, and also verifies that you’re actually a real business. And that’s really important to get a better ranking in search results. And also to, it allows you to appear on Google maps, which is really important because your patients will go to Google maps to try to seek you out. And part of Google maps includes reviews and reviews are really important. So if you think about going to a restaurant and a, you choose a five-star restaurant, uh, that, uh, that your peers have reviewed at five stars versus a one-star restaurant, you want to be part of that, that community that Google is putting in front of you. Um, and that’s through Google my business. So, uh, Google my business is really important, uh, way of getting in front of your community and making sure that you’re ranking well for some of the conditions and, uh, the modalities that we mentioned earlier

And Google my business it’s free. Right. There’s no cost to getting that set up.

Sure.

Right. Yeah. Yeah. There are a lot of third-parties that I’m sure a lot of people have gotten calls from, uh, you know, solicitors calling and saying, Hey, we’ll set up your Google business for you for, you know, X amount of dollars, hundreds of dollars. Uh, but it is free through Google if you do it yourself. Um, and a lot of times too, um, Google will, you know, use the yellow page listings to auto-generate your Google business listing. Um, but it’s, you know, usually lacking a lot of content. It’s just the basic. So you, even, if you have one up there, you want to make sure that you go to google.com/business and claim the listing. If it exists already, I go through the verification process and then you have full access to put all your information and make sure your hours are up to date. Um, you know, during COVID, you can, you can list your specific COVID changes that you have on your listing, um, and also have access to the reviews.

So you can interact with your views that come in. Um, that’s one thing that is important is, you know, you want to make sure that you’re encouraging your patients to leave reviews and then that you are going in there and actually responding to the reviews and interacting with them. And that shows Google that you’re, you know, not only have a lot of patients coming in, cause they leaving reviews for you, but you’re actually being proactive and using your listing and responding to both positive and negative reviews, hopefully all positive, but you can still go in and just say, thank you to people who leave reviews. Um, and that’s something that Google notice and, you know, if you’re really active with your listing, Google, you’ll start bumping up in the, in the ranks, especially if you’re in a competitive area where there’s, you know, dozens of, of competitors trying for that top, top, the top three spots on Google maps, those are the really important spot to get to because that’s where you show up kind of on the first page, when you search something that shows like just a couple map results, when you search, you know, you want to be great if you can get up in that top three spot.

So reviews will help a lot with that.

Yeah. Because these days, people don’t really scroll past the first page when they do a Google search. And you know, the first thing that shows up there are I think, paid ads and then sort of the map, you know, like the map listings and then, then other other generic rankings. Is that right?

Yeah. That’s one thing that, you know, a lot of people coming to us thinking that there’s a quick way to click one button to get to the first page of Google. And you know, it it’s a process, especially if you’re in a competitive area. Um, if you’re in a smaller town, you can see it as possible to get up to the first page within, you know, a month or so. But if you’re in a competitive market, it’s going to take time to build that, that ranking up and get to the first page or two. Um, but the, the easy, quick way to do get it to the first page is through the ads. And I mean, it definitely is a cost involved. Um, it can get expensive doing Google ads, especially in a, in a big market, but that’s really the only way to guarantee to get to the top spot immediately,

Right. By paying for the ads, hiring someone to run the hours they’re doing limit yourself. Right. And then around that, there’s so many different parameters that you’ve got to abide by in order to, you know, make sure you’re not stepping on their term terms of service or terms of use around that. Um, cool. Um, yeah. So Google, Google maps will help people get found. Google reviews are really important. Is there anything else that you can think of that is another good way for practitioners to, you know, have be found online?

Yeah, I think it just really is to summarize everything like Google my business is great and setting it up, but we have to also remember that Google loves fresh content, right? So if you’ve got a website that you’ve built and it looks great and it just goes dormant because you’re not adding fresh content to it related to the service that you provide, then most likely it will drop in organic ranking. So you’ve got the paid advertising, you’ve got the map and then you have the organic, you want to get into that organic space, the first page of Google. And that’s what takes time. So writing good quality blog posts about, um, your, your practice and the conditions you treat is really important. You got to keep feeding, Google that content, and the more you feed it, the higher you will rank compared to a site that doesn’t post anything. So that’s really what drives your ranking. Um, and then there’s some other, other, other factors that we talked about, like all tags and metatags, I want to,

Another thing I want to mention too is, um, you know, if you’re, especially, if you’re starting out and your site’s new and you’re starting at kind of from square one, you’re buried in the listings. Um, and it’s gonna be hard to get people organically to go onto your site. They’re not going to find you on the fifth page of Google. So one of the important things to do when you’re first starting out is to find other ways to get traffic to your site. So that’s through, you know, if you have a social media following, you know, you can start putting your blog posts onto social media. So people click through to your website. Um, if you have like a, you know, a newsletter list, sending out newsletters that link out to your website, um, even just first starting out, just sending your website to friends and family and have them visit because Google will see the traffic started picking up and that’ll say, oh, you know, people are getting to this website. This must be important enough to move up the rankings a bit. It must be relevant. Um, so that’s one thing that I think sometimes people miss, you know, if you build your website and it’s brand new and it’s sitting on the fifth page of Google, you know, you gotta find other ways people to get to the website first, before it can, you know, start moving up to the first page or so.

Cool. Um, okay. Um, another thing that I’ve heard in the past, and maybe you guys can shed some light on this is the fact that it’s important to have your website be mobile ready in order to, is that helpful for rankings at all or anything like that?

Oh, absolutely. Um, and it it’s something that it seems like it’s becoming more standard now. It is, it is the standard. So we see it less and less of people not having a mobile ready site, but we do still do see it. So, you know, having a mobile radio site super important, if people are searching for businesses, they’re doing it from their phone in 90% of the time. Um, so you want to make sure your website is mobile friendly because Google will tell if it’s not, and then they will lower your rank on mobile searches if you’re not mobile friendly, um, cause they want the sites that are easy to use to are the first ones that are popping up. So that’s super important to be mobile readily mobile ready. Um, you can search on Google and Google has its own mobile ready test. You can go and plug in your website and it’ll tell you if it’s coming back as mobile friendly or not.

Um, and then the other thing is, um, having SSL security is really important. That gives you that little lock icon in your browser that shows that you’re secure. Um, that’s pretty much standard at this point, it’s it? You know, it’s every host should have it an easy way for you to get that. Um, Google’s even say not secure if you, if you don’t have the SS SSL security on your site. And that just gives people peace of mind when they’re sending con your contact form through or messaging you. So yeah, mobile friendly and SSL are super important to have. And at this point, if you don’t have it, then you’re kind of behind the times.

Okay. Yeah. And you could tell, like, there’s a big difference between the way a website loads, that’s mobile friendly versus a website that is not mobile friendly. Cause I mean, some of the sites that, that, that you guys have worked on, literally like there’s a button, a big button, you just click to call, click to schedule, you know, click to send a message, right. I mean, let’s just seem super efficient.

Yeah, absolutely. It’s important to make it easy. And then one thing that we can also mention too, is, you know, having your website get found is one thing, but you want to make sure that it’s easy to use once people get there, you want to make sure that it’s easy. You want to have this really strong call to action. So when someone gets to your site, they know what to do next they know to contact you. They see a big contact us button. One thing you can do is, you know, go to your website and see how long it takes you to find the button, to see, to make an appointment or to call it. And if it takes more than two or three clicks, then you probably need to make it a little easier for people to find because people will give up quick and move on to the next thing. If it’s not easy to use or easy to find what they want.

Yeah. And it’s also important to put that call to action closer to the top of the page so that people don’t have to scroll down to get to it. And you want to make sure it’s front and center. And like Ben said, two or three clicks to get the, take the person down the path that you want them to go down is the, is the key. So go to your website and check it out and see how long it takes you to contact yourself. So

Right. Or what call to action you have like available on your site. It’s like, you know, you need to have a schedule. Now, call me now, download this free report now and all this stuff like right front and center. So if people don’t schedule with you right away, what’s the next action that they can then take to, you know, communicate or reach out to you or just stay in your loop.

And one thing, one thing you can do is, you know, contact, uh, you know, maybe, uh, an elderly relative or patient and have them go and test your site. Hey, is this, can you, can you find how to do this? Somebody who’s, doesn’t ha hasn’t been to your site. Maybe it’s kind of not super tech savvy and to see if it’s easy for them to, to navigate and navigate the site and get to what they want. Because if you, if you’re in there everyday working on it, it’s easy for you. Cause you know, everything is, but sometimes you kind of forget that other people don’t have the, the prior knowledge to know everything is like you do. So can I seeing some fresh eyes on your site and see if it’s easy to use? That’s important. Okay,

Cool. Cool. Okay. So, um, well I think that those are all the main questions that I have for you. Is there anything else that you guys would want to share?

Yeah, I think one thing that we, uh, we’re going to talk a little bit about just because it was a kind of, uh, came up this year as a ADA accessibility. Um, it’s one thing that, you know, beginning of the year, there were a lot of kind of reports of practitioners getting, getting sued for their website, not being accessible, um, mostly out of California. Um, so, you know, what’s one thing that we looked at a lot this year is, you know, making sure that our sites are, are as compliant as they can be. Um, you know, we got extra tools in there for, for accessibility, but just to talk about a few things, if you’re doing the site yourself to, to look for, um, the important thing with ADA accessibility is, you know, one of the, one of the most important things is making sure that your website is, is usable with just a keyboard without a mouse.

Um, and that’ll kind of mimic to what if people don’t have feel using like, you know, voice commands to use a website. You want to make sure that everything is accessible. So you can go, go and test your site and make sure that you can, you know, for example, navigate through your menu with just your tab key and your space bar, um, making sure you can get to pages, just using your keyboard. Uh, that’s an important thing to do. Um, you mentioned alt tags before in images. Um, if someone’s blind and using a screen reader to go through your website, you want to make sure that all the important images are, have the descriptive alt tag, um, behind them. So if you, someone can actually see the screen, it’ll describe what the image is. So, you know, patient receiving acupuncture or something on, on, uh, on the acupuncture picture. So that’s really important. That’s one of the thing that people get dinged. As you know, they’ll run through the website using a screen reader and to see if it’s broken or not. And that’s kind of as a red flag, if, if your site is not easy to use with a screen reader or a keyboard, um, anything else you wanted to add to that kin?

Yeah, I think the other part of that is screen readers is being aware of your heading tags. So your heading tags are basically the different sections of a page and Screenagers need to be able to determine what those sections are. So if you have a section about what is acupuncture and then some information, and then the next section is what about what is a moxibustion that kind of thing? Things a headings are important. Part of ADA accessibility, and like Ben said, active, perfect websites includes, um, the accessibility testing, making sure that your site is built correctly to meet some of the most of the requirements. And, uh, you know, it’s, we, we try to do our best to, to guide you along the way. If you want to make changes yourself, we give you the tips and tricks on how to make sure that when you’re uploading content or adding images, how to make your content ADA accessible so that you don’t get dinged by any, any of the ADA lawyer stuff that’s going on right now in California.

Cool. And one last thing,

I’m sorry, man. I was going to say Daniel, if anyone, you know, feel free to contact us, we’re happy to, you know, take a look at your website. We do have an evaluation available. Um, yeah. So feel free to reach out if you have any questions about this, we’re happy to go in more detail with you. Um, you know, actually look at your website.

Yeah. So there’s, so if you guys want a free website evaluation, um, there is a link right now, that’s up on the screen and, uh, I guess, uh, once you sit, once you go to that page, you submit your site and Ben or Ken or, or Ian, or reach out to you and, and take the next steps to evaluate your website. Um, and one thing that’s, I think really important to get across is the fact that a lot of times when you work with Wix or Squarespace, you’re actually, the practitioner is actually working on and building and updating and doing the website and upkeeping it and doing it all themselves. Whereas what you guys do like day in, day out, you guys are doing all that for the, our clients. Right, right, right.

He didn’t go to acupuncture school to become a web tech builder. You’re eight. So that’s what we’re here for. We take that off of your hands and it frees up more of your time so that you can treat more patients, you can attract more patients to, through our service, which is great. So that’s why we’re here. We’ve been building websites since 2011. So we’ve been going for 10 years now has been a great ride. So

It’s actually Ben’s baby, but don’t kill anyone, right? Yeah. Uh, so other than the evaluation is, is that the,

Yeah, just go to that school. I go to that site, um, you know, they’ll have our other links there for signing up for a free trial. If you want to try us out, uh, the free trial is really easy. You just give us your information, we’ll set up a new site for you. Even if you already have an existing one, we’ll set it up at a temporary address. You can kind of just see how it is, you know, click around, see how it works and you know, be ready to go. If you want to make the switch and make it all easy. We do all the tech stuff for you. Now. You don’t have to be knowledgeable in any of that. We’ll try to make it as easy as possible.

Yep. And one last thing. So you just mentioned switch. So a lot of people are scared to switch over because they think it’s a daunting, massively, huge thing to do so, but like that’s what you do. Like you literally do that, right?

Yeah. We do it in a way. So there’s no downtime. We’ll build your whole new site kind of at a temporary page, so you can see it, make sure you approve it. Everything, once everything’s in place, then it’s just a quick little switch at your domain name and everything goes live and there’s no downtime. So we walk you through all the steps that you need and do all the do as much as we can from our end to keep all the tech stuff out of your hands. So you can just get to work.

Sounds good. Well, thanks guys for, um, you know, joining me here today and sharing some insights and wisdom with, uh, the AAC and those that are watching here. Um, next week you can join, uh, Sam Collins is going to be here and he’s going to be, uh, talking about some great things, um, on, uh, billing and insurance. So comeback then other than that, thanks guys again for joining us. Thank you. The AAC for, uh, allowing me to bring, um, you know, some guests onboard to share some insight and some wisdom. So thanks everybody. Take care. Bye Ben. Bye Ken. Bye. Thanks Jeffrey.

 

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Staying Out of the Negative Gap Trap

 

 

So where the mind goes, the Qi or chi follows what you focus on, becomes a reality. So this is really about where you choose to put your intention.

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

I want to thank the AAC for inviting me back, um, to their live stream, to the point my name’s Lorne Brown, um, a little background, I’m a CPA, a certified professional accountant. I’m a doctor of traditional Chinese medicine. I’m also a clinical hypnotherapists. I’m trained in psych K um, rapid tribes, transformational therapy, the Mercer of pure technique. And I’m the founder of healthy seminars.com offers continuing education, um, for acupuncturists as well as the founder of acrobatics wellness center. The first and I guess longest serving integrated fertility clinic in British Columbia, Canada. And I’m the author of this book missing the point. Why acupuncturists fail? Um, I want to, um, have a discussion with you about, um, ignoring or getting stain out of the negative gap trap. This trap is where, um, you lose your confidence. You feel frustrated, you feel depressed. And so, um, I promise you that for this lecture, um, I always like to set the intention. I hope to one day be remembered as the guy that keeps everything really simple, powerful, and effective. And I started his quote here is make everything as simple as possible, just not simpler. Um, and that idea, the risk of being too simple is that you may ignore it or dismiss it all together, but I will do my best to keep this simple, because I don’t like to do complicated, but yet powerful and effective.

So where the mind goes, the Qi or chi follows what you focus on, becomes a reality. So this is really about where you choose to put your intention. That is the key. And I like to use the idea of, um, the missing the tile syndrome, um, concept here. And so in missing the tile syndrome, the idea here is you have this beautiful, um, tapestry, this beautiful let’s think of our, our ceiling has been hand painted. There’s a million tiles and every tile has been beautifully hand painted. However, unfortunately in the corner of the ceiling, one tile has cracked and half of it has fallen. And because of that, the museum has closed the exhibit and notice it as worthless. And this is this idea that you have 999,000 beautiful tiles. But if you focus on that one damaged tile, then it becomes worthless to close the exhibit.

Um, I like to say when again, where the mind goes, achieve follows, what you focus on becomes your reality. So if you have nine good things happening and one bad and you focus on bad, then you suffer. Life is not great. Vice versa that if you have nine, not nine bad things happening and good, and you focus on that one, good, then life becomes great. And so it’s really about which Wolf you’re going to feed a, where are you going to put your attention? Where the mind goes? The chief follows what you focus on becomes reality. And I’m sure many of you who, who drive or purchased a vehicle in your life have probably had this experience that once you’ve decided on a vehicle that you like, all of a sudden, you see more of that make and model, and maybe even color of that vehicle, that car on the road.

It’s not that there’s any more of that car on the road. It’s just that that’s become your focus. And that’s what gets percolated up from your subconscious to your conscious mind. And you start to notice that you start to notice it more. These opportunities were always there. These vehicles were always there, but now that you’ve put a bit of focus there, you start to notice it more. And so this is how life happens. You start to experience, notice that, notice things more, this becomes the life you live, and this is why you could live in suffering and stress, or you can live in joy and gratitude keyword. There is, it’s a choice. Um, I really enjoyed a book called minding the gap and it was by, um, Dan Sullivan. He’s a coach and I really liked his metaphor. So I want to share my version of it, um, in this idea and how to stay out of this gap.

The gap is where you do not want to be. Um, he, he gives us idea that you set sail basically, and you untie your, your boat from land. And as you said, sail, you look out to the horizon. Now you gotta remember the horizon is a mental construct. There is no place where the sky and the ocean meet or in sky and land meat. It’s just a mental construct, but that’s where you set your target out. Um, those are those big audacious goals. That’s what you say, your target. When you leave the land on your sailboat and after 24 hours of sailing, you, you go down and retire at night. You have a nice sleeper below. When you wake up to your dismay, you notice that the horizon is just as far today as it was yesterday. And if you keep just focusing on horizon, then over a period of time, this can lead you to a lack of confidence, frustration, and depression.

So the antidote for this, the solution is to look backwards, to look behind you and notice how far you have come each day. And that’s the issue for a lot of driven people is they’re constantly focused on their long-term goals are focusing on that horizon, but they’re not stopping each day to do gratitude, to be grateful for what they have, where they have come. And so the gap is from the gap is the area from where you are today to where you want to be. That’s the gap. But what we have to remember is there’s also a position from where you are today and where you’ve come from, and this idea of, of practicing daily gratitude, where you look for things that you can be grateful for. It basically forces your mind, your brain to search for the last 24 hours of what has been going well for you.

And this is the antidote to staying out of the gap and enjoying life more. Uh, there’s this quote that if you cannot feel gratitude, then you cannot be happy. And so, so many of us still suffer, even though you have material possessions, I’m talking about the people that have, you know, if I, if I just have this, then I’ll be happy. Well, they have this, but yet they still don’t find the joy in their life. And the key quote here is if you cannot feel gratitude, then you cannot be happy. And I will say I was one of those people, very driven, um, that kept on achieving, but never finding that fulfillment. It was always short-lived. And I’ll talk more about that. And again, the key here is to state of gratitude and the solution is daily practice of gratitude. And let’s talk a little bit about how gratitude works as well from a scientific perspective.

Um, remember that this is your free will, gratitude is a choice. And it’s one of those things that I like as a mind hack. I like to do mine tax. And again, I’m always looking for these simple things. So what I’ll do is I’m just going to read a little bit, um, from some research here. Um, so again, on gratitude, um, many of us are always looking toward external factors. We’re always looking outside of ourselves to experience joy and happiness. When really it’s all related to internal work. This is a lot of the stuff around conscious work that many of you may have been exposed to. This is something science is just starting to grasp as well as shown by research out of UCLA mindfulness awareness research center. According to them, having an attitude of gratitude changes, the molecular structure of the brain keeps gray matter functioning.

It makes us healthier and happier when you feel happiness, the central nervous system is affected. So your whole autonomic nervous system changes, which many people say is the subconscious mind, the autonomic nervous system, you are more peaceful, less reactive and less resistant. Now that’s really a cool way I’ve taken care of your well-being. Now I suspect when you’re practicing gratitude, I suspect that you’re going into, um, alpha brainwaves. So when you’re in high tech high beta brainwaves, that’s that state of stress overwhelm anxiety you’re suffering at that time is that nice, um, state of detach relaxation. And when you’re an alpha brainwaves, basically you become resourced. And again, through research, what they’re noticing is that when we’re in this state of gratitude and in the state of alpha brainwaves, we now are able to access more of our mind that is normally not normally available to us in particular.

They say the research that we’re able to access more of that creative mind. And so when you’re in that stress response in high beta, you’re likely focusing on the problem. And when you go into gratitude, it has a shift in perception, and it takes you from focusing on the problem to now focusing on the solution. And that’s when, when you get into gratitude and alpha brainwaves, you now are in inspired thought, and that’s when one of these solutions inspired thoughts pops into your mind for what you can do. And you get really excited about I’m just going to read another little line here from some of the research. Um, scientists have discovered that feelings of gratitude can actually change your brain. So they’re measuring things and seeing the brain structure changes, synopsis that fire together wire together, and feeling gratitude can also be a great tool for overcoming depression and anxiety, more important now than ever.

Right? Furthermore scientists have discovered that the heart sends signals to the brain, your thoughts and feelings of gratitude create a physiological response in your body. So if you want to feel happy, practice joy and gratitude. If you want to feel happy, practice joining gratitude, it’s not going to be this relationship. Or when you make this so much money or you have this health, that’s going to make you happy. It is an internal experience. And remember, it’s not happiness. That brings us gratitude is gratitude. That brings us happiness. And so if you practice a daily, um, basically if you cannot feel gratitude, you cannot be happy. You can not feel happy. And so the idea of practicing gratitude daily is, um, you revisiting the past 24 hours and some people will find this a challenge by the way, but that’s okay. That’s just showing you that you’re not practiced at gratitude. And it’s taken a little bit of effort to get those wires to fire, right? Those synapses to fire. Last little piece from this research in short practicing gratitude seems to kick off a helpful self perpetuating cycle in your brain, perfect momentum, right? Counting your blessings now makes it easier to notice and count them later. And the more good you senior life, the happier, more successful your life becomes.

So in Shawn anchor’s book, he’s an author on the happiness advantage. He talks about a study where they take people that are basically, um, uh, you know, think of negative and positive. Um, people I’m losing the thought of the word. That’s not the word that he used in the book. Um, but it just, I just lost my head and normally it does it, but it, it, it will be okay still with the exercise that we’re going to do. So he has two groups of people, um, and one group, um, they’re, uh, both groups actually are asked to count how many images they see in the magazine and it’s timed. And this was a magazine made for the study. And what they notice is the, um, people that, um, I’m going to call it negative again, negative thinking, right? Things don’t go well for the victim thinking versus the people that are lucky enough, good things happen to them.

Um, the ones that were in the negative thinking group, they took longer to complete the exercise, then the positive mindset group. And that’s not the terms of use by the way, but it will work for what we’re doing. Now. What was interesting is they all had identical. So what’s the time difference. And in each magazine, there was an image and right under the first image, it said, um, if you’re reading this to finish this exercise, now go to the second to last page. And so on the second to last page, it said, show this line to the supervisor and collect $250. So these people would look at the picture, read this, flip it and hand it in. But there was a whole group of people that went picture, missed it, picture, picture, picture, and it took longer. This is that idea that I mentioned about seeing your make and model of the car on the road, where the mind goes, the chief follows what you focus on, becomes a reality.

There’s only so much information. The conscious mind can take five to seven bits of information. Your subconscious is a supercomputer. And so if you’re in that negative mindset, it’s only going to percolate up to you. That’s matching what you want. Like when you’re looking for that car, all of a sudden, you’re now noticing that car. So if you are of a positive mindset, that gratitude, you start to see more opportunities. They saw that line right away and were able to collect $250 by completing the exercise quickly where the other group were not able to read that line. They opportunities are always there. It’s there for everybody. So what’s the difference. The difference is what have you put your focus on? And gratitude is a way to start focusing on opportunity and what’s going well in your life. And when you do that, you start to notice more. And because you were experiencing that, it’s an inner experience. You’re enjoying life. And they’ve shown that it’s happy people that become successful. It’s not successful. People become happy, happy people become successful.

And there’s that quote, successful. People are happy, happy people are successful. We often think if I get this, then I’ll be happy. And that is not how it works. Pleasure is temporary success. That kind of success, material successes, pleasure is, is only temporary. And it puts you in a vulnerable state as well, because you’re always needing an external environment to be a certain way for you to feel a certain way. And in conscious work, this is about inner work and that you’re feeling good despite the external environment. So that’s a skill. Can you deny the five senses and what’s happening now, um, and bring up that feelings of joy and like attracts like, and this is how happy people do become successful. So happiness is more about the joy and striving for your potential than the actual end result. So enjoy the journey versus focusing on the destination idea.

So it really is less about the external world. I’m John anchor, again, the happiness advantage and before happiness, it was two books. Uh, one of the studies that he looked at is they looked at wanting to raise success rates and happy, uh, when you try to raise success rates. So in corporations that try to raise success rates. So profit margins, um, revenue, you know, on the material side, they saw happiness would flat line, but yet when they raised happiness inside these organizations, success would rise dramatically, educational and financial. And so again, happy people become successful in same thing for your organizations, happy organizations become successful.

So it’s a cause and effect. And we can take this from a Newtonian level to a quantum level. So on the Newtonian level cause and effect, we are using the external environment to make ourselves feel gratitude. So we’re looking at what has happened. So in that gap, minding the gap exercise, we’re looking behind us and in the last 24 hours, what can I be grateful for? Um, that’s cause and effect, and that’s on a Newtonian level and it’s very beneficial. And that’s where the research is has been done on the causing effect is kind of a quantum idea where you’re starting to feel gratitude in advance of what you desire and want before it’s actually manifested. And this is more beyond the scope of our discussion today. Um, but in that quantum level, you are now, um, using your imagination to create what you want in your life and you’re causing the effect.

And so, you know, um, to, you know, to, if you want to be healthy, then start to feel whole and complete, right? If you want to be happy, then start to feel joy and gratitude in advance of what you see physically, right? And so that’s causing the effect and that’s a quantum level idea that people talk of and that I love. And that’s more on a manifestation level. And today we’re really focusing on cause and effect where you’re looking at, what you can be grateful for, what I invite you to do now, while you’re listening to this, this is really simple. Um, but I would invite you to take a moment and write down three things that you’re grateful for. Oh, this was the part I, you know, it’s, I’m going to share this now. Cause I didn’t add this to the slide with the Shawn Achor lecture, um, research that he talks about, where they looked at those two groups of people where they looked at the magazine, this is very key.

So I’m glad I remembering this. Now it kinda ties it in together. So a quick, quick summary in that study, one group took much longer than the other because they missed it where it said, go to the supervisor and collect two 50. They miss that opportunity and just focused on the pictures. What they did is they took the pessimist. That was what it was pessimists and optimists. That’s how they kind of define the groups. So they took the pessimist group and they got them to write down for 21 days, three things that they can be grateful for three original things. And so every day they would write, not think, but write down three things that they be grateful for. And what they notice is not only did they see changes in the brain structure, so the brain wired differently, but these people started to feel more optimistic and start to notice more good things happening in their life that like attracts like, and so this is something that can be learned.

So wherever you’re at now, I would suggest, and I do this for my patients all the time. I suggest a gratitude practice. I’m going to actually tell you what I do is I recommend and a really nice book. So I buy more of the expensive books, too, a nice leather bound book. This one has like a strap to it. So if you can see that, so some people do a little hill Roy, but I do it on a nice binder because these are your gratitude, your, your joy, uh, books. So it’s, it’s precious. I’m giving it the respect, right? It’s precious. So it’s in a nice expensive book. And each day I write three original. Now the key to this is to take your time, write something you’re grateful for. What’s gone well in the last 24 hours or more. And write that down and allow yourself to feel the gratitude.

It’s the feeling that’s key. If you just write three things down, but you don’t bring up the feelings of gratitude. It won’t be very beneficial. That feeling is chemistry and the body feelings are chemistry, right? And so, and this has an effect on your electrical and hormonal nervous system, right? And so you want to bring up the feelings of gratitude. This is key. And if you have something that every time you think about it, it brings gratitude. You’re a welcome to write that down each day, but now you need four things because it has to be three original each day. So if you want to carry something forward or more than one thing forward, that is fine, but you need three original things. Now what happens if it’s difficult, then be grateful that it’s difficult because if it, if you were super great at it and you’re still suffering, um, that’s unfortunate, right?

Because what else can we do? And there’s lots of we can do if you’re finding it difficult, that is feedback that you don’t have that wiring for gratitude, because if it’s wired, it’s instant, it’s easy. Like you can just bang, bang, bang, and really feel it. Then, you know, it’s worried. Cause that subconscious is like a super fast super computer. So it would be easy and fast. If it’s not easy, then you are now building those synapses. Right? So time you think about it, you’re wiring your brain differently. Like we saw in that study that Shawn anchor quotes in his book, they noticed after 21 days that the brain changed and they felt more optimistic. They noticed more gratitude. They were experiencing more joy in their life. And so write three things down. I recommend an a, an, a book, the research didn’t do it based.

You do it in your head. They didn’t do it on your iPhone notepad, um, or on a sticky note. Um, I recommend a nice book and sometimes I sit back and I reread these things. I go back and I reread, um, what I put for gratitude. And I kind of have two practices, the Newtonian one where I look at what I’m grateful for in my life. And then the quantum level of cause and effect. I share to be grateful for things that have not manifested yet, but I believe we’re going to her. I’m convincing myself. They’re going to start to really imagine and dream that. And gratitude is powerful because gratitude is a form of receivership. When you are thankful when you were receiving something, um, or have received something you’re grateful, you’re thankful. So gratitude puts you in that, to that receiver, um, state.

Um, and that’s kind of basically what I want to share about how to stay out of the gap in today’s world, um, with the media and social media usually bombarding you with unfortunately negative thought patterns. Um, it’s really important for your mental health to develop practices like meditation and daily gratitude to really calm that nervous system, to take you from that high beta stress and anxiety and overwhelm into that alpha detach relaxation, right? To take you from that sympathetic fight or flight survival mode into parasympathetic, the rest and digest, um, system and your body will thank you for it. And these are just really simple mind hacks. So gratitude helps you stand in the gap by thinking about what has gone well in the last 24 hours is still healthy and okay to have to be looking into the horizon. It’s great to dream big.

Um, two things I would add to that, remember to keep looking where you’ve come from. That’s key. Otherwise it’s easy to fall into this gap of frustration and lack of confidence and depression and, um, causing effect, not only having the horizon, these big goals, but taking time to imagine, to meditate, to dream what it would be like if it was fulfilled now not thinking how you’re going to do that. I didn’t say that. Just thinking if it was happening now, what your dream is, if it actually has occurred, what would be different? How would you feel? How would you behave? How would you act? And you’re training your body, your autonomic nervous system, which I understand to believe is your subconscious system. Um, you’re training it and it now has that expectation. And then these opportunities start to show up in your life to help you materialize that in the physical plane here.

So thank you again for tuning in. Um, if you like these kind of topics and talks, I suggest you check out my book missing the point and, um, you can check out my website, um, Lorne brown.com. It has links to, um, where to get my book. It has links to my website that I found in healthy seminars where you can great, great con continued education for PDA and use. It also has, um, uh, a library there of our past 10 years of lectures and links to my clinic. So you can check all that out. And I want you to know the next week you want to tune into, to the point with AAC. Cause we got Jeffrey Grossman from acupuncture, media works, and he always has great business pearls to help you grow your practice. Thank you for listening. And I’d love to hear your feedback in the chat.

 

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How To Clarify Your Message So Your Practice Can Survive & Thrive

 

 

I want to help you get more people on your treatment table. And that’s what these talks are all about. To help you be seen, to help you be heard and to ultimately bring people into your practice so that you can make more money, change more lives, help more people, and kind of create the life and grow into the dreams that you imagined for yourself.

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi folks, Jeffrey Grossman here. Thank you for this opportunity to share some practice and marketing insights with you. For those of you that don’t know me. My name is Jeffrey Grossman and I’m the founder and owner of Acupuncture MediaWorks, Accu downloads, and Accurate, Perfect Websites. And I started my practice in 1998 and I had a lot of these trials and tribulations and so many struggles that I basically had no marketing savvy that I had to start from scratch like many of you listening today. And I noticed that I had a problem in knowing how to market my practice and properly communicate to my patients because all I wanted to do was to treat them and not to market to them. But this struggle took me down the path to create the companies that I run today. And it’s, it’s a longer story and best preserved for another time.

So what I want to remind you is, is, is that we as acupuncturists, you, as an acupuncturist are an incredible resource. You’re a natural healer. You now, how to help people get and feel balanced and healthy. You know how to help people get well using safe and natural methods and you change lives every single day. The thing is, people want your help. They’re looking for your help. They need your services, but unfortunately many people don’t even know that we exist and we’re gonna help you change that. Oh, I want to help you get more people on your treatment table. And that’s what these talks are all about. To help you be seen, to help you be heard and to ultimately bring people into your practice so that you can make more money, change more lives, help more people, and kind of create the life and grow into the dreams that you imagined for yourself.

So I also want to remind you is that you’re never alone, that I’m here for you. I’ve been where you are and I’ve struggled. I have one of the same issues and concerns. And if at the end of today’s talk that you feel like you need more help getting set up or becoming focused. Or if you just need a little motivation to move forward, please please reach out to me. The, there are so many opportunities than ever for you to help more people, but you have to understand what people are looking for now and how you can best present that to them. And because of that, because I feel like I want to support you in your practice growth on what you to have the latest updates, the latest research. So I created a detailed report for what is working now and recommendations on how you can make it work for your practice to get more people in your treatment table.

It’s a 15 page resource that you will find invaluable. And I’ll share that with you at the end of today’s talk. So you could use, today’s talk. You can use this ebook resource that I want to share with you, um, to help you grow your practice. And just one or two of these changes that you walk away from, from today’s talk and tap into from what we’re going to be sharing with you today, or from this ebook can make all the difference for you. Okay? So let’s go ahead and get started. I want to talk with you today about the three part framework to clarify your message so that your practice can not only survive but thrive. And today I want to talk with you about two marketing concepts that everyone on this call should consider adopting into their practice. And what I’ll be sharing with you today will separate you from your competition and allow you to deliver a more clarity and focus messaging to the community that you serve.

So you may have heard of Donald Miller. He is a profound author and influencer in the business world and his teachings and ideas. They’re not new. He’s simply been able to articulate them and simplify them for the marketing newbie to understand and connect with the concepts that I want to share with you are from his book. Marketing made simple and also from his other book called developing your StoryBrand. And I want to talk with you briefly on how to tap into the idea of creating your story brand and how to craft your one liner. And I’m going to break these down for you, tell you what they are, how to create them for your own practice and share a couple of examples with you. So first, let me talk with you about the importance of StoryBrand today. We live in a fast paced, overly automated, digitally driven society and expressing our humanity and cultivating connection is becoming a new premium.

These days. We’re surrounded with convenience and instant gratification. Making personalized human connections are increasingly scarce and they’re coveted these days. And with this kind of environment, your practice can no longer to appear to be human lists or a faceless entity. And in order to survive these days, you need to connect and bridge that human gap with prospects, engaging on a deeper level than before. And this is where your StoryBrand comes in. StoryBrand is the cohesive narrative that weaves together the facts and the emotions that your brand or AKA your practice evokes. And this is where you give your prospects, the reasons they should choose you, your services over your competition. Story. Branding is no longer a nice to have. It is a need to have and what will ultimately maximize your practices, visibility its profit and its impact. So treat this, treat your story brand as a compass for your marketing strategies.

So I want to briefly review the seven step framework of creating your story brand. Okay? And it’s more detailed. It is book for you to get it if you want to. So the first part is the customer is the hero a K a your patient. So you need to identify and be clear about who you are attempting to help targeting everyone is like targeting no one. So you act, you need to strictly define who you are helping. This is where I feel a lot of my clients fall short when it comes to identifying their perfect ideal patient. Step number two is that a problem exists, external internal conflicts that a patient may have. And there’s a reason that your customers choose you over the next practitioner is because of the external problems that you solve or frustrating them in some way. And if you can identify that frustration, put it into words and offer to resolve it.

Something special happens. And this is the first step to helping, which is clarifying the problem, your hero, AKA, your patient is facing step three, meets a guide, which is you. You’re the practitioner. The customers are looking for help, AKA a guide to help them through, to solve. The problem is that they’re faced with and the guide, which is you offers advice or wisdom or experience. And you share with them what they, what, what, what they would have done differently. Had the, how, how, how do you known better at the time? And you offer positive way, excuse me, a positive way forward to overcome their problems. Step number four, there’s a plan which is a treatment plan or home care recommendations. So customers are going to trust a guide practitioner who has a plan. So make sure that you make the hero note that you have suggested that you know why you’re suggesting the path that you’re suggesting to them.

So what steps do they need to take to schedule with you? What steps do they need to take to enjoy maximum benefits from your care? So spell out those steps. And this is usually mapped out during your report of findings and step five, there are calls to action. So coming in for care and following care recommendations, customers are challenged now to take action and nothing is going to happen unless they act on a plan. So a guide will motivate them or motivate the hero to take action. And having Claire clear calls to action means customers. They’re not confused about what actions they need to take to do the work with you. Step six, help them avoid failure, right? And this is when patients aren’t achieving their healthcare goals. So everyone is trying to avoid a tragic ending. So knowing what could happen if no action is taken is required to motivate the hero, to act on a plan that you’ve collaboratively set up with them.

And step seven seven, which is, it ends in success, which means you’re solving their internal and external problems and helping them achieve their healthcare goals. This principle shows people how your services can positively influence their lives. People are drawn to transformation. And when they hear about and see about transformation in others, they want it for themselves. And the more you, you featured their transformative journey with your customers that have ever have experienced that the faster your practice will grow, the more referrals you’ll regret. So that’s basically the seven step framework that you should go through in order to create a story brand for your practice. And I’ll tell you how to use them in your marketing shortly. So now let’s get, um, get into the next step, which is the importance of creating your one-liner. And this is another area that Donald Miller suggested all businesses.

And in our cases, our practices have dialed in a one. Liner is a concise statement that clearly explains your offer. And it gives you a simple, clear, and memorable way to tell potential customers what you do and how, what you do, benefits them. And it outlines the problem that you help your customers solve in a simple, relevant, and repeatable way. And this is composed of three parts, the problem, your solution, and their reward. And it’s incredibly easy to create, but it can take some time to refine. And here’s how to begin the process of creating your winning one-liner part. One is to identify the problem and in this step, identify your customer, right? And the major problem that you help them eliminate, where is their life painful or uncomfortable, and what do they want to change? What’s not working for them. What keeps them up at night and you can get specific, but keep it concise.

And when someone asks you, what you do, your habit is probably to give them a direct, not very compelling answer. For example, if you’re in the house cleaning business, then the normal way that you’d likely answer this is by saying I clean people’s houses. Or if you’re really could, you might say I clean people’s houses so they don’t have to. And when you answer in the normal way, you’re cutting out the part of the equation where you have the most opportunity to connect with people. And that’s exactly what the problem section of your one-liner does. In other words, if you start with the solution, I E that I clean houses, then you have nowhere to go in the conversation, which is why it’s vitally important to start with the problem instead, because the problem opens up a story loop in your conversation. So instead of answering with I clean people’s houses, you start with this kind of response.

Instead, most people pay cleaning their houses. It’s a completely waste of their time and it robs them of their weekends every single week. And when you begin your answer with the problem, instead of a success response, you’re drawing the other person into a more, uh, into more than just a conversation. What you’re doing is you’re actually inviting them into a story. And since you’ve only provided one part of the story, which is AKA are the problem that you start mentioning, you’ve opened up what they call a story loop in copywriting lingo, and their brain wants to know, and it needs to know the rest, right? So once you tell them that most people cleaning their house. So they’ll immediately think to themselves, that’s totally right. I pay cleaning my house every single week, and now they’re waiting for the rest, right? And no, you know, you’re not being sleazy or salesy when you approach the conversation.

In this matter, you’re simply engaging people in a story and using a more effective approach to marketing and sales. And here’s an example of the problem that you may be familiar with. And I’ll be sharing the rest of this. This is a gamble as they go on in the next few steps. But for now, the problem in this example is people are tired of taking pills. Okay? So just keep that in mind. I’ll get back to that in a second. So now for part two, so the first part is identifying the problem. Second part is coming up and bleeding what your solution is. So now that you’ve opened up the story loop by starting your answer with the problem, it’s time to begin to close it, but not entirely. The solution is where you get to begin telling them what you do. So going back to the housekeeping example, you could continue by saying, so I have an entire team of professional cleaners who clean your house and make your home look like a million bucks.

Again, you don’t just say I clean houses, you spice things up a little bit. You had some, some juicy little details and you include emotional elements, right? And you leave people thinking, wow, that sounds incredible. How do I get my hands on that? So if there is something unique about what you do or what your practice provides or what services that you provide, especially, especially if you’re in a crowded market, the solution section is also where you can include those details. In that case, you don’t just say I clean houses is dead. You tell them. So I have an entire team of professional cleaners who clean your house using state-of-the-art vacuums and all organic cleansers. Okay. You started the conversation, whether it’s taking place in person or on your website, you’ve started this conversation with a problem and you’ve opened up the story loop and you started bringing people in and interested into what you’re saying.

Okay. And the solution is where you solve that problem. And so how do you write the solution section of your one-liner? Well, writing the solution section sounds pretty simple because it can often be the easiest portion of right. And that doesn’t mean you don’t still work at it and write it down. You should come up with like three or four variations before you land on the winner. So here’s part of my familiar example. So the problem was, people are tired of taking pills. That’s the problem. They’re tired of taking pills. Your solution would be. So we offer traditional Chinese medical treatments and state of the art therapies for the relief of chronic pain. That’s the solution you offer now on to putting all this together in part three, which is the reward to this point in the conversation, again, whether it’s in person or in your marketing materials, you’ve introduced a problem that potential customers are facing, and you presented your solution that you have to offer, right?

So now it’s time to aim high and hit a home run. And the reward section of your one-liner is where you get to brag a little bit. And this is where you get to tell people what your life, I’m sorry, what their life will look like after they’ve used your services. And this is where you share the transformation that can occur in their life. As a result of working with you again, that housekeeping example, people don’t want their houses cleaned, and they don’t just want it to look like a million bucks. They want their weekend back. They don’t just want to spend that time cleaning. And the reward section is where you remind them that that’s exactly what you provide. How do you write the reward section in one of, in your one-liner? Well, you want to focus on how your product makes a customer’s life better based on the transformation that you identified already.

And again, you likely won’t man, nail it on the first, try instead, write out four or five or more options or different variations and see which one that you liked best. So remember at this point in your one-liner, you need to make sure that each section is telling a consistent story and that they all flow well together. And to put my familiar examples together, here’s what your one liner should sound like. The problem people are tired of taking pills, your solution. So we offer traditional Chinese medical treatments and state-of-the-art therapies for the relief of chronic pain and their reward is we help people have less pain, more movement and a better life. How awesome is that? One liner, people are tired of taking pills. So we offer a traditional Chinese medical treatment as there are therapies for the relief of chronic pain, and we help people have less pain, more movement and a better life done.

Okay. So to recap, what’s the pain point you want your customer, your customer wants to resolve. Okay. What’s your unique solution to that pain point? And how does your customer’s life look after their pain is resolved? Well, now that you’ve made your one-liner it’s time to share it with the world and I suggest doing it the following way first practice it. Okay. Ask some brutally honest friends or strangers at a coffee shop to listen to your one-liner and tell you if it is clear, what you do and how you help second memorize it, and like actually memorize it. Right? And if you have a team, have them memorize it to other part, put it on your website. This statement should be the first chunk of copy that people see when they hit your website. And don’t forget, make sure that you use it. So next time someone asks you what you do, give them your one-liner and see what happens and add it to all of your marketing materials, your business cards, email signature, LinkedIn, Instagram, Facebook, Google, Twitter, okay, just put it out there in the world.

This is transformative. And if you dial it in will set you apart from your competition. Here’s a couple of examples I want to share with you too many people struggle with pain and injuries. We provide effective treatment that allows you to perform well in life sport and work without pills, surgery, and high costs. We offer unique and individualized evaluations and treat injuries with prenup, cupping, and acupuncture so that at our, so our practice members can go out when their next race and feel great. So now you can clearly communicate what your practice offers and why people should buy from you in one simple sentence. So now the great thing is that this is the one-liner that you’re going to repeat thousands of time to every single patient until they can repeat it as clearly as you can. And this is the single line that your front desk is going to be using.

And it’s also what you’re gonna be telling your accountant as also what your spouse will repeat and your kids will repeat, and you’ll even put it on t-shirts or even hats. And, and if you can create a clear and concise message for your practice members, they will reward you with sending friends, family, and everybody else to you. Okay? So I hope that you receive some answers and inspiration and insight for what you needed today. And I want to encourage you to reevaluate your plans, right? What are you going to be doing over the next 30 and 60 and 90 days in your practice? Do you want to put together a one-liner? So, hi, I’d love to help you and give you a fresh perspective. If you need help. I love to start a chat with you and I offer a free 15 minute mentoring and discovery calls.

What you could do is shoot me an email at Jeffrey, J E F F R E Y at acupuncture, immediate works.com. And I’ll get back to you as soon as possible in the subject line, say, I saw you at the AAC. So again, Jeffrey, J E F F R E Y at acupuncture, mediaworks.com. And I’ll get back to you as soon as possible. And remember that you are an incredible resource. You change lives day in and day out. You know, all about this amazing natural life, changing ways to support a person, um, to be healthy and to be strong and to be immune strengthened. So people are looking for you and they want your help and they need your help. So how are you going to show up? So if you’re looking for help, I encourage you to reach out to me, shoot me an email then for those of you that are sticking around here is the URL for the free resource that I put together, which is called resetting your practice for 20, 21.

How to get more patients on your table, you can go ahead to, uh, grab this URL at Accu media, a C U M E D I a dot U S slash reset, 2021. So Accu media.us/reset 2021. You can download that ebook and reach out. Let me know, be well, stay strong, continue to change lives. One person, one needle at a time, you are awesome and the world needs you. And again, reach out if you need some more support next week, Lauren Brown is going to be joining us on the AAC network here. So be there, take care, stay beautiful. Talk to you guys too.

 

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How to Get Past the Gatekeepers for MD Referrals – Chen Yen

 

 

You like the idea of attracting more patients through medical doctor referrals, but you’re not really sure how to get past the gatekeepers,

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

You like the idea of attracting more patients through medical doctor referrals, but you’re not really sure how to get past the gatekeepers. So this is Chen Yen your six and seven figure practice make-over mentor at introvertedvisionary.com and welcome to my show today on AAC live. So, uh, you might have been thinking about getting referrals from medical doctors, but, um, let’s talk about, well, how do you actually connect with them? Because some of the most common challenges that I hear are having trouble getting past the gatekeepers, or, you know, how do you approach them so that they actually do take you seriously? And then what if they’re saying things to you? Like the, you’re not a part of my insurance network and, or they might seem skeptical. And the truth is that as far as I’m days go, it is true. Not every medical doctor will refer, but did you know that medical doctors have thousands of patients in their practices and many would be actually happy to tell their patients about you, if they knew about you and how you can help their patients.

So, um, as we get into this, I w I want to share, uh, uh, let me just, let me just think about this, what I want to share. Okay. So, so then is it worth it to you to develop that relationship with, with a medical doctor? And it just, you just only need, like, you don’t need a ton of medical doctors referring. You just, you know, a handful of medical doctors who are your biggest champions. And remember, they don’t always have to be medical doctors either. They could also be other kinds of conventional medicine practitioners or holistic health practitioners too. So whether it be nurse practitioners or nurses or PAs, I have clients who are nurse practitioners also, and they say, Hey, don’t forget about us. It’s actually easier to get in with us then, then medical doctors as well. And then you could also look at like making connections with other holistic health practitioners, for example, chiropractors and naturopathic doctors, too, to mutually collaborate on helping you’re working as a team or to collaborate more on, on getting better outcomes for your patients.

So specifically, let me give you three hot tips related to connecting with MDs. And, uh, this comes from my experience of having worked in different settings in the hospital setting as a pharmacist, as in the outpatient setting. Also, I’ve been in the insides of the FDA and at Merck, and having seen what actually gets medical doctors to refer and what doesn’t and giving you the shortcut to that. So, and by the way, I, I have, um, okay. So as far as, uh, the, the, the, the, uh, the tips that I was going to share with you, so the number one tip of connecting and getting in with MDs is to actually go around the gatekeepers, because if you’re just facing the gatekeepers, what are they doing there? They’re there to screen you out. One of the most common mistakes is, is I actually also sending things like letters, but what happens to, to a letter, just think about the kinds of mail you get in your office.

And you, you look at one and you really don’t know, uh, you don’t really recognize it. What do you do? Right? It’s like, and this is what the gatekeeper might be doing like, right. So, so then, um, how, how do you actually, I approached them, get them going around the gatekeepers one hot tip is to, to actually, I message the doctor on a platform like LinkedIn. So this is a, an Avenue that our clients right now are getting really good results from. And we had a client of ours. Who’s been doing this, and then he’s been getting zoom meetings with the medical doctor. He also, um, offers up to, to meet in person too, but isn’t it nice to have that opportunity where you don’t have to leave your, your, um, house, you don’t have to leave your clinic. And then you could just do a zoom with a medical doctor and start to, to help them be more aware of how you can help their patients.

So that is one hot tip, and then you just need to know what exactly to be messaging them. And then I went to do, if they don’t, don’t actually, um, get back to you, right? So, but that’s, that’s one thing that’s working really well for, for, um, our clients. And then the, um, the second hot tip is, um, and these are tips that I’m teaching you from the doctor referral success roadmap in the, uh, in our consistent patients, make-over, uh, mentorship for introverts. And so it’s to actually go, go through your existing patients, see this is instead of sending letters instead of calling the office. And then they’re like, who are you? Um, some of the most low hanging fruit is, is think about the, the patients you’ve, you’ve had good results with and, or who have been very appreciative of your care. And how can you actually, um, ask, they’re even ask the patients more about the, their primary care doctor, if they have one or other kinds of practitioners they see, and then, then you can ask them, um, do you, do you like them?

Right? Cause it’s also important to, to get a sense of what that practitioner is like, you’re the people who, who will likely refer most to you. And also the people you’ll enjoy working with the most are ones who are most with you value wise. So you need, it’s not just about reaching out to any kind of provider. It’s also helpful to be discerning too, about who you develop these relationships with. And then, so then how do you go about this? So once you, after you have, have, uh, have a better sense of whether he wants to connect with that, that doctor or not, then you could always suggest that the patient bring it up to, to the medical doctor about how they’ve been coming to your practice and essentially putting a word in for you. Right. Just saying, tell your, your doctor, how, how it’s been for you coming here.

And I would love to, um, connect with your doctor because, uh, I would love to too, I’m developing my network of referrals and in the area and wanted to connect with, you know, would like to talk to them and understand their, their practice philosophy better as there might be the ne uh, opportunity for mutual referrals or, uh, when, when the need arises. So, so that is something that you could bring up to your patient. And then what happens when I’m after that? How do you actually approach the, the doctor, uh, when you, you know, doctor’s office and Dr. So we actually have a template for this that I want to make sure you have, because that we could just, just, uh, use it right away already to help you with, with getting into the next step of this. And, um, you can go to, I’ll give you the website link.

So it’s at introverted visionary.com forward slash get M D referrals. So it’s introverted, visionary.com forward slash get M D referrals. And there you can download a template, um, that will be instantly, and you could use that to help you with what, what do you actually, uh, how do you go about, you know, what do you say to that doctor once you actually have that opportunity to connect with, with that doctor so that you start getting referrals, you’re more likely to start getting referrals sooner rather than later. So the third hot tip of what you can do to go around the gatekeepers instead of just, just, you know, talking to the gatekeepers and then them screening you out is, uh, to, uh, educate the doctors through, uh, and a talk or a webinar where you’re in front of the providers. So why is this it’s because many times when, when, um, you might not be getting referrals, it’s because of, of one, three reasons, and let’s have a look at the slides here.

So let’s hop into the second slide here. So, so, you know, and, and also in terms of the, Oh, and go ahead and go to the second slide. So this is, this first one is just that most people often quit, right? When they’re looking at getting referrals from doctors, they’re just like, well, they try a little bit, and then they quit. And they’re like, well, this thing doesn’t work. Whereas it might be that it’s just because you haven’t, uh, haven’t had a system in place that works to have it happen because we have clients. Imagine if you actually had three providers sending you one or two referrals a week, what would that do for your practice? It’ll get filled up pretty quickly. Right? So, so in order to increase the number of referrals, for example, if, uh, whether you’re not getting any or whether you’re already getting some, let’s look at the three reasons why you may not be getting referrals as much right now, one.

And then, and then we’ll talk about why, you know, the, the webinar also doing your talk and then how you know, that kind of thing, um, can help speed, speed up this referral referral thing happening. So one reason why they may not be referring or not referring as much yet is because there’s not trust in you as the practitioner. So this, this is also in you personally, you know, that, that personal connection with you just think about it, the people that you might connect with the most, or the people you might refer to the most, you like them, like chances are, there’s some, you know, they either like them for who they are personally, uh, or they, they, they’re just really great with their patients, right. But there’s still some kind of a personal connection. Otherwise you could, you could choose to refer to someone else also.

So, uh, so their connection with you as a person can also play, play a role. The second reason why you may not be getting as many referrals as you could be, or any at all yet is they might be, they might not trust in your modality. Now, when we talk about modality, I don’t just mean that they think acupuncture can help it. It’s also beyond that, it’s like, what do they actually understand the scope of what acupuncture can help with? Or do they just think that it’s just used for musculoskeletal pain and that’s about it, right? So to what extent do they actually under skid stand the scope of how you can really help their patients? Also, they need to know and understand if it’s safe and effective. If it’s not safe, they’re not going to refer. Even if they think it’s going to be effective, but if they’re kind of scared about safety or, or, um, or like, if you’re, you know, if you’re you offer Chinese herbs and then they’re all concerned about drug interaction, then they won’t be referring.

So how can you help, help them feel safer? And also there are many of them are concerned about lawsuits these days. And so that’s a, um, an of consideration whenever they, they, um, they refer, they don’t want to get in trouble for referring to someone who ends up screwing up on their patients because they can, that’s not a good thing, is it? So, so then how are you communicating your, um, the safety and efficacy of your approach? The third reason why you may not be getting as many referrals as you could be get is because they’re not necessarily, you’re not necessarily top of mind awareness for them. So they’re busy and they might be going about their day with so much happening. Seeing patients day in and day out, are they having nurses have get their attention vendors are trying to get their attention. Drug reps are stopping by people.

They’re getting calls and requests all the time throughout the day. They’re really busy. And so what we want, and if you’re not top of mind awareness for them, they’re not gonna refer. So because today they might have thought about you. And then two days later, they already forgot about you. This is why drug companies think about this. Why do drug companies spend so much money sending drug reps to eye, to doctor’s offices? They know they have statistics to back it up that every single time when a drug rep goes and educates the doctor more, there’s this spike in prescribing, I’ve seen this because I’ve been in the inside of a pharmaceutical industry company, right? So this is the sort of thing that, that I, if you are able to get to the point where, where when doctors are, are seeing patients during the day, and I think thinking anything, meaning I remember I should refer to this person, that’s when you will be getting more referrals from medical doctors.

And so, um, uh, and so thank you for showing the slides for my help with this. Like the, so then, um, the, as far as an Ellen, if you could switch back to me, that’d be great. So as far as the, the, um, in, in terms of what can you do is to actually educate, um, the doctors further, right? Remember we talked about the, the, even if they realize that, uh, or understanding, Oh, acupuncture can help with pain, but if, if there are certain scenarios where they’re not as, as, um, well, an understanding about related to whether it’s safe, or if it makes sense for this particular situation that can think, then they’re not going to refer for that situation. So one way, how are you going to actually, um, help the doctors understand better? So one great way is to educate them. And, and then, uh, but then how do you educate them when, when they’re really busy seeing patients all times.

So if you’re able to have the, have the doctor hop on a zoom, or if you’re, if you want to stop by, and then, then also be sharing a couple of key things, you know, then, uh, or if you’re speaking in front of a more for like at a conference or something, um, where there are providers there, for example, we had a client of ours who spoke to a room full of 50, um, medical doctors and other kinds of conventional medicine practitioners. So she got 10 patients herself, as far as those doctors coming in to see her. And then she got referrals. In addition to that, now some of you might be thinking well, but I don’t know about speaking in front of such a large audience. I feel a little intimidated for one and another. I just don’t want to be speaking at a large audience.

Don’t worry. You don’t actually have to, you could literally just be talking to one, one, a medical doctor, one person’s not feeling more comfortable. So, um, yeah, but for those of you who want leverage, cause imagine if you, you actually just, I, again, you know, you do one, one webinar or one talk and then you’re, you’re done for a long time. The doctors are referring, you’re getting three patients a week. You’re getting five patients a week consistently for a while. Then you don’t actually have to be doing marketing for a long time. This is one of the few approaches where, where, um, you can literally be putting it in place once and you could be getting referrals three months from now, six months from now, even a year longer from now, and not have to be constantly marketing other approaches. Typically you need to be constantly marketing.

Would you agree? And that can get exhausting. You would just like to be focusing on helping your patients and treating patients. So, so then you just need to have a system that brings in doctor referrals quickly and consistently as well. That works. And so, as far as I promise to also share with you the what to do, uh, when the doctor is not in your insurance network too, so, um, or the ones that you seem to my top, it might seem skeptical. So, so as far as the, the, the w if there, you’re not a part of their insurance network, it’s just a matter of two things. One is what if instead you reached out more to medical doctors who had cash based practices, or who had concierge based medical practices, because there are medical doctors like that out there, and they would be there.

Patients already used to that kind of a culture of pink cash. And so that’s one possibility. Second possibility is, um, just because a patient has insurance doesn’t always mean that they won’t pay cash for it, for example, um, there, I mean, I can think of two instances, have you ever, uh, perhaps maybe you have insurance, right. But have you ever paid out of pocket ever happily? So if you have, then, then that’s an example of, of someone, even though they would much, but would you also rather prefer to, to, um, have your insurance? We accept that. Of course, most people, if they are paying for insurance, they want insurance to be accepted, but you still in the end still also paid out of pocket. Right? Why that it’s because you really saw the value. And, and so the second possibility is that, you know, again, we can’t really judge people for, um, whether they will pay or not.

For example, I actually had a client who, who, um, who told, who suggested her patient, this patient actually got on a train one hour each way to go see her. And she said to her one day, she’s like, well, why don’t you see someone closer to you? You know? Um, and she’s like, and this person was on Medicaid. Right. And I, because also my client was going to be moving to another location. And it might’ve been a little bit further away from this person. So, but she said, well, why don’t, why don’t you just, just let me, let me refer you to a different provider who be closer to you. And she said, no, I save up my money every month to come and see you. And it just really hit her. And it really hit me too. Right. And as it should hit all of you that it’s, who are we to judge, whether someone can afford it or not, or choose to save up their money to come and see you, even if indication is, are maybe they, they quote unquote can afford it.

Right. Um, and so, so it’s not fair for us as practitioners who judged that it’s fair for us as practitioners to, to let people know about their options. So if, if a medical doctor actually says that to you while you’re not in our insurance network, and you’re say that’s true. And, um, I believe, you know, one of the most powerful, one of the most helpful things for patient is for them to know their options. And then you could tell that story that I just shared with you, you could say, you know, for example, there a practitioner who, who actually had a patient who, who had Medicaid and, uh, and she said, you know, so you could just tell that exact same story to this metal, whoever medical doctor you’re talking to, who might be concerned, you’re not in their insurance network. So if you’re finding this helpful, go ahead and, and like this, or typing the chat, uh, what’s been one valuable tip so far.

And if you want the script that I promised you in terms of a, an exact, um, script that you can use to help you approach, uh, medical doctors for whom you have mutual patients with so that you can get the ball rolling more, to be getting more referrals from medical doctors, then you can go to introverted visionary.com forward slash get M D referrals. And then you just need to know, see one of the most common mistakes. A lot of acupuncturists end up making with this when wanting referrals from medical doctors is, um, not really having a strategy. It’s just like, Oh, let me, let me go ahead and reach out to these doctors. And, Oh, I had a good conversation. Oh, they should start referring now because they said they would let me know if they had any, anyone who could refer you, but, but, um, how’s that worked for you before it, and if you haven’t tried it before, let me just share with you this, that typically, that doesn’t work very well.

So you need to have, do you actually have a strategy that works? Do you actually have systems in place or even certain things that are automated that support getting doctor frills? And these are the things that our clients come to us for in our consistent patients make over mentorship for, for introverts, um, as well. So you’re welcome to go to our website at introvertedvisionary.com. And if you’re, if you’re tired of being at a plateau and, uh, would like to be busier consistently with patients, or if you’re already busy and would like to be able to free up your time and, um, be able to still help more people without having to, to feel so burnt out, then, uh, feel free to reach out to us as we help our clients. We’ve helped our clients. We’ve ushered our clients into six figures and seven figures the introverted way. So stay tuned next week for a year. Yair Maimon, uh, who will be your host for AAC show next week, till next time

 

 

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5-Step Checklist To Simplify Your Marketing – Jeffrey Grossman

 

 

“…you’ve got to figure out ways to consistently attract new patients and systematically, keep them in care and to have them really understand what you do and what you offer and how you could help benefit and support their life and wellbeing.”

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi folks, Jeffrey Grossman here, and thanks to the American Acupuncture Council, once again for inviting me here to share with you some insights about marketing and growing your practice. Our main focus when we are an acupuncture school is to learn about the theories, to learn about the points, to learn about the cupping and the GWAS shop. And we hardly get the foundations of what we really need in order to build a successful and thriving practice. And it doesn’t matter if you are the best diagnostician or the pulse finder or the most amazing wash Shaw giver. But, you know, you’ve got to figure out ways to consistently attract new patients and systematically, keep them in care and to have them really understand what you do and what you offer and how you could help benefit and support their life and wellbeing. And this is the reason why I’m excited to be hosting this web class today, which is called the five step checklist to simplify your marketing.

So welcome. My name is Jeffrey Grossman. For those of you that haven’t met me before doing videos. I’m the founder of acupuncture media works and Acu perfect websites. We’ve been creating patient education and marketing materials for acupuncturists since 2002 building websites for acupuncturists since 2010. And I started my practice in 98 and I had incredible struggles and trials and tribulations like many of you have had and may be having right now. And I had no business savvy or no marketing knowledge. I had to start from scratch. So there was a big problem. I realized that I wasn’t given the tools to really properly educate, communicate, overcome objectives, market my practice, close the sale and, and all those things aren’t involved with creating a really successful business these days. So I decided to start the companies that I have now to help other practitioners build their businesses and to help you understand what it takes to actually create a successful acupuncture practice.

We are healers. We change lives. People need us every single day, especially now, but many people don’t really know about our services let alone that you even exist, right? So I want to help you change all that I want to help you get more people on your table. I want to help you be seen and be heard and to ultimately to bring people into your practice so you can make more money, help more people, and even have more free time in your life. So I want to remind you that you’re never alone. Then I’m here for you. My team is here for you. And at the end of today’s talk. If you feel like that, you need help getting set up or becoming focused. You need a little more motivation. Please feel free to reach out to me. Uh, I reach out into the comments below this video.

I will respond to those comments or you can reach me at Jeffrey, J E F F R E Y at acupuncture, media works.com. Um, and one last thing is, um, I put together a detailed report for what’s working now with the recommendations and how you can make it work for you for your practice to get more people on your treatment table. It’s a 15 page resource that you’ll find invaluable. And I’m going to give you the link at the end of today’s training, because if I give it to you, now I’ll lose your attention. You’ll go get it. And that’s it. So just one or two things from this ebook that I put together that you put into practice can actually change your practice and make all the difference. So let’s just jump in right now to the five step checklist to simplify your marketing.

And the first thing I want to get across to you is that no matter how large your business is no matter how great their product is, it can always fail these days. It’s not enough that you just have a great product or a huge business. What truly matters is that you have a consistent way to attract and convert prospects into patients, right? So tell me if this sounds familiar, you hang your shingle and you hope that patients pour in, nothing happens. You offer great services and you hope patients continue care. They fall out of care. You help people, you help them get well. And you hope that they refer others and no referrals happen. And unfortunately, many practitioners think that their service and their care and their clinic can simply magically sell itself. And that’s not true in order to be successful these days, you need to have a, what is called an effective funnel, right?

And this is set up with three different stages for building patient relations. And that’s what you’ve got to do in your marketing is to build these relationships. The first stage is curiosity. The second stage is enlightenment and the third stage is commitment. And I’m going to briefly review those before we jump into the checklist with you. And it’s important to understand this process because the goal of any funnel, the goal of any sales process is to walk patients through each of these phases, to peak their curiosity about you, to enlighten them. So they want to learn more about you and then to get them to take the next step and make a commitment to begin care with you. So let’s just dive into that real fast, um, stage one, the curious curiosity stage, and this begins with a subconscious process that identifies whether or not, um, you know, P you are able to enhance a prospect’s life.

It’s basically a snap decision that Selah makes about a product or a service or a brand, and how people, how you, your services are viewed to help people survive and thrive. Right? This is the stage where people are making one of two choices, right? They want to learn more about you to take the next steps, or they’re going to ignore you and walk over wet way. It’s like sorting through your mail, right? You scan through thousands of collateral every day in your mailbox, in your inbox. And the majority of that gets discarded, right? And these, and some materials go into the key file. Some materials go into let’s review this for later on. So you either keep what appeals to you or you discard what doesn’t. And for us, the goal is to get people to want to learn more about you, as opposed to just walk away, right?

When it comes to marketing, there’s a number of ways that you can peak people’s interest and entice them to want to learn more about you. And when it comes to marketing, it’s your headline on your website? It’s the subject line of your email? It’s the title of your lead magnet? It’s your elevator pitch and a thousand other things that you need to express how you can help people immediately. They want to know what’s in it for me. So, you know, they want to know, um, you know, um, what’s in it for them in order to take the next steps in starting and building this relationship with you. And the point is that if you don’t tell someone how you can help them survive and thrive and overcome their problems right off the bat, on your headline, your email, your subject line, whatever that is, they’re going to discard you and walk away.

So curiosity is what gets a person to start to notice you, and to begin to pay attention with what you have to offer. And this can be a one-liner on your website, titles of your posts, titles of, of, of your email address of your emails and things like that. So this is where people get their, you get their attention. And then the next step is to get them to learn more about you, which is the enlightenment stage. And curiosity. Again, people are paying attention to you. Enlightenment invites them into a relationship. And this is where you begin to build trust. This is where people begin to take you up on your offer. This is when they realize that you have the solution for them and think about this, right? How do, how does what you offer solve? The problem that your prospects and patients have?

You can sell a treatment to resolve stress, but how does it work? You can sell a cure for menopausal symptoms, but how this is when you enlighten them as to how, what you do works and can help them alleviate their biggest problem, which is the reason why they come and seek you out for care. When you enlighten people, you help them to see clearly how you and your services can help solve their problems. So there’s a number of ways that you can enlighten your prospects. You could have enlightened them through a lead magnet or a live or online event, or a trading, a long form sales letter, or landing pages and email secrets, or even in video. Okay. So ask yourself is your marketing campaign, piquing, your prospects, curiosity, right? Getting them curious about you, and then in lightening them as to how you can solve their problems, right?

And how you can help them thrive and improve their lives. So now that you’ve built the trusted relationship by stimulating curiosity, and then lightening them, you then have to ask for their commitment and getting patients to commit to care. This is the Holy grail, right? And it’s relatively easy to get patients in, but it’s a whole different story when it comes to getting them to commit to care plans. And there’s two reasons why prospects may not commit to care and why they fall out of care too easily. One is that you may have asked for their commitment to early in the relationship, right? This happens when it’s clearly too early. When, you know, before you’ve really laid the other foundations out there before you’ve gone through the curiosity and enlightenment stages. And we’re all guilty of asking our patients to pay us for care before we get them to recognize and interest us with their care.

It’s like asking someone to get married after you meet them once or twice, right. It takes time to properly cultivate the relationship before you are all in. And second reason why patients don’t commit is simple. You just don’t ask for the sale, right? And this is all too common in my friends asking for the sale feels too smarmy for many of us introverted types, right? But the sale will never happen if you don’t ask for it. And I’m very familiar with this scenario from working with hundreds of practitioners over the years, the majority of them felt uncomfortable asking for the sale, asking patients to commit to long-term care. And I get it. I did the same thing. It was hard for me to ask for this LTU because I didn’t want to get rejected. I didn’t want to come off as, as salesy and pushy.

And I understand where you’re coming from. If that’s relates to you, but peaking our prospect’s curiosity and gradually enlightening them to, uh, to them greatly increases the chance that they will commit to care with you. So you have to invite them to commit at the pace that feels natural for any healthy relationship in order for it to form properly. So people don’t want to be enlightened about something until they’re curious about it. And until they are enlightened about how you can help them survive and thrive and overcome their problems, they will never commit. So you’ve got to progress them through each stage in the correct order. And here’s a couple of examples of getting, um, uh, commitment. Okay. So one, you can ask people, you meet at a health screening to come in for stress reduction treatment, or having a schedule now button on your website, or a call now button on your website or asking for their commitment straight.

When you deliver your patient’s report of findings to them, sales, email campaigns. And even there are specific conversion tactics that you can employ to get people to commit to care all this information. It can be found in a really great book that I came across, uh, by Donald Miller called marketing made simple. It’s a great book. If you haven’t seen this book or came across this book, check it out. Um, it can really enlighten you, um, about different stages of growing your practice and different aspects of moving patients through these, this, this curiosity, enlightenment and, um, and commitment phase. Okay. So as we move forward, there’s four things that I want you to keep in mind. Okay. And these, if you don’t get anything out of today’s training, just ask yourself these questions. Does your website or your emails or your conversation with patients peak their curiosity.

Okay. Are you earning your prospects and patients trust by enlightening them about how you solve their problems and how you help them thrive? Not somebody else down the street, how you can do that. And are you inviting prospects to take the next steps to schedule a call with you? Okay. So keep those in mind. I think I said there were four of them. There’s actually three of those. So if you know, hopefully you have answers for those three questions. I just put out to you. If you don’t feel free to reach out, I’d love to help you formulate some answers and some conclusions about that. So let’s talk about the, um, the, the five pieces of your, uh, your, the five checklist to help simplify your marketing. But this should really be called the five pieces of your marketing funnel. And I knew that if I called it a funnel, many of you don’t even know what a funnel is, except something that you could use for baking or cooking or pouring liquids into things.

But, um, I want to enlighten you about this because there’s five parts of, of, of, of, of a simple marketing funnel. And they all incorporate that curiosity, that enlightenment and that commitment phase. So, um, the five components that I’m going to briefly talk about here are a one-liner part of your website, lead magnets, nurture email campaigns, and sale email campaigns, and all of these elements work together to guide that potential prospect through the relationship phases that we just talked about. So your one-liner is what starts to build curiosity, right? And then you move that potential prospect through this enlightenment phase, um, onto your website, your lead magnet, or your nurture mails. And finally, you’ll ask them for a commitment using a sales and email sequence. So checklist number one is to create your one-liner okay. And there’s a couple of parts to creating your one-liner.

And this is a concise statement that clearly explains what you offer. And this is a powerful tool that you can use to make potential prospects curious about your practice. And it’s composed of three parts it’s composed of the problem, your solution, and the result. So part one is the problem, right? You always have to start by describing the problem that your product or service solves a clearly stated problem creates curiosity in what you have to offer. And it’s what helps potential prospects decide whether or not that you could help them survive and thrive and overcome their problems. So, for instance, the problem is that people are in pain, or they want to start a family, or they are wanting to get be less stressed or have a more robust immune system. And these are problems that your prospects may be contemplating and dealing with. And the first thing that you need to do is to identify the main problems that your prospects may be suffering from and are seeking relief for.

And this is usually done when you develop your ideal patient profile. So what kind of problems can you solve to help alleviate the pain points that your patients are feeling and experiencing? Okay. Part two is the solution. Once you define the problem, you’ve got to connect the problem with your solution. For instance, if you’re going after people who are looking to get out of pain, what is the solution that you offer to get them out of pain that somebody else does not right? Is it the special lasers that you use? Is it a Dr. Tan treatment that you offer? Or can it be the herbs or the poultices or the topicals that you use? What is your solution to help them achieve the solution that they are looking for? Okay. And your solution needs to be different and distinct from the acupuncturist down the street, right?

This is your unique selling proposition. This is what sets you apart from your competition. Okay. Part three is the result, right? This is where you have to explain the benefit or the outcome that your prospects will receive during using your services. Right? You need to get crystal clear on how the prospect’s life will be improved when they use your solution. When they choose you, when they choose your services, right? Will they be able to pick up their child? Pain-free um, you know, because there are no longer, they no longer hurt, right? Will they ever be able to avoid COVID or the common cold, because they’re receiving special immune boosting treatments from you, will they be able to finish their next triathlon because they’re need no longer hurts? What result will you be offering? Can you provide that? Another practitioner can not. Okay. So together part one through three that we just talked about, help you define your one-liner.

And here’s a couple of quick examples. Um, most couples trying to have a child are stressed. When you think about fertility treatment at Joe’s acupuncture, fertility clinic, our fun and welcoming clinic puts at ease. So they aren’t stressed, enjoy their treatments and create happy and stress-free families. And another example is many practitioners feel overwhelmed when starting or growing their practice. Acupuncture media works. We dispense hopeful advice, proven tactics and successful marketing strategies. So you can confidently take action to move your practice forward. So once you refine your one-liner use it everywhere, put it on your business card, um, front and center on your website, uh, as your email signature printed on your wall of your clinic, you know, use it in your profile descriptions on your social media accounts, anywhere you come up with, put your one-liner okay. Check list. Number two is to wireframe your website.

Once a prospect is curious about your solution, they need an opportunity to learn more about you, right? So these, these days, the best place for people to do that is your website, right? If you’re lucky enough to have a landing pages on your website, which are powerful tools, could, that could be used to enlighten prospects on how you can help them. So this is, is when you enlighten them, how you solve their most pressing problems, right? This is where that enlightenment part comes in. This is where that, that light of, Oh, I see how Jeffrey can help me with my headaches clicks on and patients. And they begin moving down that path towards trust, towards commitment, because you enlighten them a little more. So there’s, um, there’s a couple areas on, uh, you know, aside from this one liner at the top of, you know, your website and everywhere else that you could put it, it’s gotta be highly visible.

There’s no set order for these sections. And, um, uh, you, you know, but you’ve got to just make sure that you express them somewhere when somebody hits your website, that they can see that, okay, check list, number three, build a lead magnet. And most people that visit your website are unlikely to return if they don’t take an action step right away. So a lot of them will quickly forget about your practice and when you have to offer. So it’s essential that you have a mechanism for capturing contact information and prospects. Most visitors don’t want to share their email address. So you’ve got to come up with like a strong incentive or a bribe that we call it in the industry. Something, um, you know, that will get them to, if they’re not ready to schedule or call right away, that, that it take, gets them to take action in a free guide or a PDF or a video series about acupressure or some product samples are really good.

The magnets. Okay. So a couple ideas around lead magnets are like five mistakes. People make trying to boost their immune system, seven things to get right before you start your fertility treatments, learn the three most powerful acupressure points to eliminate headaches for good, et cetera. So those are some ideas, um, the different types of lead magnets that you could start employing in your practice. And once you create a lead magnet and you need to start promoting it, okay. So consider creating an advertising budget on Facebook and just driving traffic there. Checklist number four, four is to create a nurture campaign and this nurture campaign nurture all the leads and all your prospects that have opted into your funnel, right? It delivers continuous value and fosters a deep relationship with your prospects over time, right? Maybe they’re not ready to schedule right away, but, uh, but they are reading your emails or they’re aware that you can help with this condition and that condition because you send them an email or content around that.

So, um, you know, so that’s important to have a specific email nurture campaign in place that helps stimulate awareness and the talks about the depth and the breadth as to what you can do and how you can help your prospects. Okay. And checklist number five is to make sure that you have a plug in sales camp and a sales campaign basically closes the deal, right? So you, you, you, you, it’s what you, the nurture campaign adds value as content builds trust, but a sales campaign is focused on getting people to schedule. Okay. And that’s all it really is. It’s simply about getting clear on your product or your services that you’re trying to sell and creating a campaign and emails, literally emails around that, that go out that are asking to get people to commit to care or asking them to actually literally come in, are actually asking them to call you.

So, the first thing to do is to set up your lead magnet. So you can start attracting, interested, interested prospects, write out your nurture campaign to nurture them on the backend, and then keep continuing with them ways to add value and insight and inspiration, and then wrap it up with a good, um, good sales emails that really speak to them in the language that you’ve been talking to them about. Um, and, um, and can help solve their problems. So, um, couple of things, before I go is keep this in mind. Right? What problems do you solve for your prospects and patients, right? What will your prospect’s life look like after they come see you? How would their life be different? How are their life be better? What will their, um, you know, what will their life look like if they didn’t come see you? And what does somebody need to do next in order to take the next steps with you, right.

Schedule or call and so on. So those four questions are really important to consider. Okay. So thanks for joining me. Thank you, AAC for inviting me back here. If you guys, hopefully you guys received some inspiration, some insights today, uh, courage you to reevaluate your plans and make some actual strategies and yeah. And get out there and make marketing happen. Okay. The world needs more practitioners like you. And if you’re interested in sending up like free 15 minute mentoring and discovery, call shoot an email at Jeffrey, J E F F R E Y at acupuncture, media works.com and say, you know, free mentoring discovery call. I’ll get back to you as soon as possible. Um, and for those of you that are interested in the ebook that I put together called the, um, resetting your practice for 2021 and how to get more patients on your table, you can go to Acumedia, A C U M E D I A.US/reset2021.

So it’s www.Acumedia.US/reset2021. I will take that link and put that below here. And you guys are awesome. You know, the world needs you. And I just want to leave you with this one, thought that on the tip of every single insertion you do, and every single needle you do, there’s an angel. So you are changing lives for the better with those angels on the tips of your needles. And that was something that one of my teachers said to me back in the day and still resonates with me. So stay beautiful. You guys are awesome. And thank you so much for the AAC for inviting me back here to discuss yet some more marketing materials with you.

AACTTPYen04072021

#1 Practical Tip to Increase Retention – Chen Yen

 

 

Do you feel like you give great clinical care, but then sometimes patients don’t end up sticking with care and it feels really frustrating because you feel like, Oh, I could so help them if they only stuck with care. So welcome.

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Do you feel like you give great clinical care, but then sometimes patients don’t end up sticking with care and it feels really frustrating because you feel like, Oh, I could so help them if they only stuck with care. So welcome. This is Chen Yen, six and seven figure practice make-over mentor at introvertedvisionary.com. Your host for our AAC live show here today. And so let me give you the number one most practical tip that you can use to help with retention, whether with your own patients or your associates practices, because maybe you’re, you’re actually pretty busy, but then you have an associate and you would like them to stay busy. Have you ever thought about this with, with retention? That if you are actually, um, if your patients don’t really understand why they should stick with it and they drop off care, it’s almost like, like, uh, not helping them fully.

It’s also, uh, something where if you’re feeling like I’m not consistent enough with patients, then it’s a leak. It’s like you bring in patients on Linden and then on the other end, they end up not coming back to the extent that you could really help them. So this is a number one practical tip that you can use right away is to think about these three key things. Number one is that patients need, and then I’m going to give you a specific strategy you could use in, in specific, um, thing that even a template that you could, you could use right away in your practice to increase retention. So then, um, three things. Number one is that patients need to understand if they’re not actually understanding why the care is helpful for them and why to stick with it, especially with the number of treatments many times with, with acupuncture could take, then they’re not going to actually stick with it as well. The second thing is to remind them, because even if they do understand, and they’re not reminded of it, they might not actually understand it fully because for you, it’s, it’s something that

Jen we’ll be right back. She has a little internet issue going on. We’ll fix that in a second. So hang in there, she’ll usually come back very quickly here. She comes

For you. It’s something that is, uh, you know, you get, get it clinically. But then for someone who, who is brand new to what you’re doing for them, they don’t really, uh, always understand things clinically. So it’s up to you to remind them and educate, continue to educate in each visit so that they will actually, uh, understand what you’re, how you’re helping them and why it’s important to come back. The number three to think about is to make it really easy to book an appointment. Again, I can’t tell you how many times I’ve heard from acupuncturist where it’s like, Oh, would you like to book it your next appointment? And then if someone says, no, I’ll just wait until next time. Well then they don’t end up booking, right? I mean, I’ll just wait until I, I fig figure out my schedule and then I’ll call you and then do they have ended up calling?

Sometimes they do. Sometimes they don’t. So how can you make it easy for them to book, for example, what are you saying right then? And there at the end of the appointment, are you actually saying, let’s get you scheduled notice. Even the tone of that is different than would you like to get book your next appointment? When would, when would you like to book your next appointment? Like that is not taking leadership of, of recommending what, what would be best for them? Because people are looking up to you for guidance. People are looking up to you as their acupuncturist to, to tell them what would be best for them. So those are three quick things to think about. Now, let me share with you specific strategy that my clients have used that have helped them double the retention rate in this Cub. So this, this retention piece comes from the fifth step of the consistent patients formula for introverts.

So as far as the, uh, practical tip related to this is one at the beginning of the visit, what do you do? Uh, do you always have an, a short, a very short intake form that they fill out very brief, just literally three questions and that, and what are they? So the first question is something more about, um, what what’s been happening since the last visit and the reason why you would want them to, to actually take a moment and write this down. Cause I, I hear from some acupuncture loads, do I really need to do this? I ask these things during the visit, or I, I actually diagnosed them during the visit and, and they it’s pretty obvious. And then I’d talked to them about it. There’s something about, um, patients taking that moment and writing down, reflecting on the progress that they’ve made.

Have you ever had people who, who have actually made great progress and they don’t seem to remember it? So this is why it’s important to do this. So the first question is the first thing is describe what’s been happening since your last visit. Um, and then with, with what you originally came in for, by the way, I’ll make sure that you get this template. If you want to just PM me and I’ll make sure you get this progress assessment form template. So the second, um, thing to have on there, actually. So I mentioned having three things, I’m gonna give you four things, but, um, the, the second one kind of ties into the first one. So the, the second one is to share any improvements you’ve noticed. So first they describe what’s been happening since the last visit. And then the second thing they share is, is the improvements that you’ve noticed.

Then the third thing is something that measures their, um, feeling of progress, right? So for example, if it is pain level, then, then you could say, what is your X level on a scale of one through 10? So what’s your, what’s your pain level on a scale of one through 10, and then they actually read it. Then the fourth question is, and this is the most powerful question. What it, what, what are your top three most frustrating health issues right now? What are your top three most frustrating health issues right now? And why is this so powerful? Because have you ever had people who came to you for one thing, but they didn’t even realize you could help them with other things? Well, this helps them have a moment to write down those things that are actually bothering them right now in this moment. And some of those things, they might not even have thought that you could even help them with.

So then during the visit, you can bring this up, you can say, okay, I noticed that this has been happening for you. And then you’ve mentioned that you’ve been having these issues. Tell me more about that. So that helps you to be able to have, um, a conversation with them about what’s most pressing for them right now. And again, you know, I get the question well, uh, from acupuncture sometimes like, well, do I really need to have them fill this out ahead of time? And the answer is yes, because, um, they w that’s where you end up having that opportunity to,

Oh, she’s coming back, ladies and gentlemen, hang on, Chad. I believe you’re muted. I don’t know if you could hear me, but you’re muted. Nope. You hold on. Okay. Wait, try it again. Let me hear you talk, talk, talk. Okay, there we go. There we go. Good. Keep speaking. Nope. Oh, wait a second. I hold on a second here. We’re sorry for these technical difficulties. Let me see if I can bring chin. Can you hear me? I can’t hear you. You must have muted yourself up and she’s gone again, ladies and gentlemen, um, we’ll make sure that you get a copy of this. Um, uh, here she comes.

So they need to be able to have that moment to actually reflect on their progress. And literally, how can these this be done logistically? Is that before they actually have their visit with you, they would actually fill this out, just this, you know, three or four quick questions out in the waiting area, like on a half sheet of paper, or if you are doing this in EHR, you could end up having, um, like a, a kind of like an iPod thing and iPod iPad, and then have them fill out the answers to this. And, uh, the finally the final tip I wanted to give you is that at the end of the visit, are you also giving context and also same thing at the beginning of the visit? So perhaps you could say, okay, last time we worked on this, this time we’re going to work on this or this I’m going to focus more on this.

And then at the end of the visit, acknowledge the progress they’ve made. For example, I have, um, a craniosacral therapist I’ve seen and, uh, she’s so good at this. You know, after every visit, she says, what got you? Or what some version of this, right? Like, Oh, you look like you’re glowing. You look so vibrant. You know? So then I feel really good at the end of the visit. Right? And she reinforces that for me. So if you see visibly that your patients look more relaxed or they just seem more, more like they’re in the flow or in a goal, it glowing, then, then recognize them for that. And then say, this time we focused on this and next time we’re going to work on this, you know, something like that. Right. So, uh, and I know that as, as a clinician, as an acupuncturist, you are already good with diagnosing things and you feel like, Oh, I don’t, you know, I probably don’t need this thing.

It’s not like I need them to tell me that this such and such is wrong. Sometimes, you know, you do a pulse, I’ll tell him and you, you know, exactly what’s going on. But when patients are bought into the idea of what you’re doing for them, when they understand, when they can actually see that they’re making progress, when they are actually feeling better and you are acknowledging that they are feeling better, they feel more excited about their care and they’re going to actually stick with it. And they see a context to, okay, this is what I need to do. Um, like continue on. And this is, this is what you’re going to do for me next time. And then as a quick reminder at the end of the appointment then mentioned, okay, let’s get you in the calendar for the next appointment. Let me see here.

I have such and such a for such and such date. Right? So, so there’s none of this, this kind of thing like, Oh, would you like to book an appointment, the right kind of tone, but rather an assertive, a tone of you knowing what’s best for the patient and you’re in terms of your recommendation and then giving it confidently and getting it on the calendar. So with that, I love to see you comment below. What did you find helpful most helpful about this? What’s one practical tip that you can use. And then go ahead and PME, go ahead and click on my name there and then private message me. And I’m more than happy to give you that template that, um, that I gave you in terms of the progress assessment form. There’s also a script that goes along with it in terms of what to say to, so that way you can actually benefit and help your patients get to the best outcomes as possible when they stick with care.

And they’ll appreciate you for it also when, when they get better care. And then when they’re also actually getting better results as a result of that, then they’re going to refer more to, and your practice will be full, or your practice we’ll get into more of the snowball effect and you’re going to help more and more people. So with that for more six and seven figure, practice, makeover tips, go to introverted, visionary.com. And if you’re struggling right now and feeling like you’re at a plateau, um, you, and you just know you’re capable of so much more, you’re meant to help people who, who really need you then feel free to reach out on our website and happy to give you insight into your situation, how it can help you. So that till next time.