You know what I’m talking about. Those pesky superstitions that keep people from ever going to a chiropractor. (He’s a quack. Or a hippie.) Or the superstitions that keep them from really committing to their care. (I’ll just get pressured into going forever.) Part of your job as a chiropractor is figuring out how to beat those superstitions – which are really just incorrect theories based on snap judgments – and show people why chiropractic is so valuable.
Teaching the facts is not the answer. Because people already have their minds made up and people don’t like to be wrong. They’ll look for anything to support their incorrect theories and then go around telling everyone how chiropractic didn’t work for them.
Here are two keys to beating superstition in your practice:
Perfect Your First Impression
No matter what the teacher tells us, people will always judge a book by its cover. If not the cover, then the title. If not the title, then the author. As humans, we are constantly absorbing information that we quickly process, file, and store. Our ability to make snap judgments is pretty vital to our survival.
The problem is, you don’t know where someone’s first impression will be. It could be your business card, your website, your Instagram, your Facebook page, your reception desk, how you answer the phone, your intake paperwork, the poster on your wall, how you explain an adjustment, your handshake, what you say in line at Starbucks, etc.
Humans do everything they can to support their initial judgements and you never know which input is going to generate the first impression that matters. Because of this, every point of contact matters. Be authentic. Be consistent. Let everything be a reflection of who you truly are. Do your best to cover all possible impressions and allow your patients to put them together into a powerful statement.
Who you are is awesome. Every point of contact should reflect your awesomeness!
While good first impressions are vital, the best way to beat superstition is powerful, authentic personal interaction.
This is probably the reason why a lot of chiropractors are still in business. They may have pictures of their cat hanging on the wall and they can’t tell you what their website URL is, but they have great eye contact and they REALLY love their patients. With great personal interaction you’ll still make it.
The truth is, you have a message worth spreading. Because of that, you’re already a marketer. Marketing is simply the spreading of ideas. If every chiropractor committed to spreading that message in the best way, our world would be a better, healthier, and more joyful place. Maybe 10 years from now, those ridiculous superstitions won’t even be an issue.
In light and love,
**Thank you, Seth Godin, for writing amazing books that are worth talking about. For more information about the things in this blog post, read All Marketers Tell Stories.**