Basic Chiropractic Advertising Strategy

Every growing practice needs a steady stream of leads and new patients that not only generate revenue, but help advance your practice through word of mouth. It is essential to clearly define your practice on all advertising materials and during consultations to help build your brand and lend credibility to your practice.

Many chiropractors make the mistake of trying to be everything to everyone. Doing so can lead to confusion between you and your clients and less effective treatment programs. You will find that focusing your practice on a few specific treatments will lead to higher response rates in advertising, more streamlined office operations, a better sense of the demographics in your area, and higher profitability.

For example, your first marketing campaign may consist of full-color newspaper inserts sent directly into homes of potential clients. Let’s say you design your flyer to cover every symptom you can think of – herniated discs, sciatica, bulging discs, neck pain, rehabilitation, workers comp, and carpal tunnel syndrome. While you may think it is a good idea to inform your patients of every symptom that you treat, this is not a good move from a marketing standpoint.

It is smarter to design advertisements that focus on one or two particular symptoms so that you can provide a wealth of information on each issue. By trying to appeal to everyone all at once, you lose the ability to grab someone’s attention and conquer their anxiety and concerns about chiropractic. Maximize the potential of each advertisement by eliminating the unnecessary information and appealing as strongly as possible to your target audience.

Over time, you can create a newspaper insert campaign for each type of symptom and slowly build your client list the right way. In doing so your response rates will increase and you will soon know exactly which treatments are the most lucrative in your area. This is key for future success and can quickly put you in at an advantage over your competitors.

Do some research on chiropractic advertising to gather ideas and topics for your own marketing materials. You can even use a competitor’s flyers or promotions to help you learn about your area. What are they marketing? What is their target audience?

A great way to start your chiropractic advertising is to design, print, and deliver full color flyers through the newspaper. For as little as $0.10 per home you can create and distribute full-color glossy flyers. There are even companies that offer free chiropractic flyer samples when you register a free account.

The most important thing to remember is that you must advertise to grow your practice. As an experienced marketing professional I have a saying about customers, “If you don’t tell them you offer it, they won’t know or ask.”

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www.allenedmonds.com – The store manager at the Downtown Chicago Allen Edmonds shoe store describes the shoe fitting process and what it means to be a master fitter.

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Still looking for free PSP music downloads? It can often be tough, with all these PSP download sites claiming to have “free music downloads”. Here is a simple guide to finding it.

The PSP will only play music in MP3 format. So you have a few choices when searching for PSP music.

There are plenty of pay-per-download sites out there, such as iTunes. These sites will offer quality downloads, but when you pay a dollar a song it starts to add up when you build a music collection like mine. So this method is not recommended if you plan to download multiple PSP songs.

Another option is to download a free peer-to-peer program, such as Limewire. These peer-to-peer programs are basically file sharing programs where you download the files from other users. The upside is that they can be used for free, the downside is that often the files may be low quality. I’ve downloaded lots of songs where I’ve noticed the song wasn’t what I downloaded. Another thing to be aware of when using peer-to-peer programs is viruses. Often the files will contain harmful trojans and viruses. This method is not recommended for downloading PSP music.

There are sites out specially designed for PSP downloads. The downloads include PSP music, games, movies, wallpaper, software, and more. So how much do these sites cost to join? It obviously depends on the site, some of them will require you to pay a monthly subscription fee, while others may charge a one-time fee around $35. The reputable PSP download sites will give you access to unlimited downloads with no extra fees. This can save you a TON of money in the long run.

So, what do you need to look for in a PSP downloading service?

One-Time Membership Fee – Never pay a monthly fee, only join services which charge a one-time fee.
Unlimited Downloads – Look for services that don’t limit the amount of your downloads.
Customer Service – Free 24/7 technical support is definitely a plus, who knows when you may need it.

You can benefit in more ways than one by joining a PSP downloading service. With the ability to find all your PSP music, games, movies, and more, it can be a PSP owners dream come true.

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In a restaurant, not so far away, in the not so distant future, a telephone rings, a customer complains… and the battle begins!

Handling customer complaints doesn’t have to always be a battle, with the right tools and responses you can use complaints to your advantage; to help you build your business. B.L.A.S.T is a great tool that is used by companies such as Yum! (Parent company of KFC, Taco Bell, Pizza Hut, A&W, and Long John Silvers). Training their employees in the basics of handling customer complaints. The acronym stands for:

Believe

Listen

Apologize

Satisfy

Thank

How does your company deal with customer complaints? The easiest way to find out is to pick up the phone and play the role of the complaining customer. What happened? If you were an irritated customer, would you return? Using the B.L.A.S.T guidelines, allows you to create a standardized method for dealing with your complainers and turning them into loyal customers.

Believe

This is the cornerstone of handling a customer complaint. Yes, the customer may be lying and be incorrect about their situation. It is important to understand that your customer believes that your establishment has wronged them.

Listen

Stop and listen to your customer’s complaint. I’m not certain whether it’s natural instinct or just plain stubbornness. As soon as a customer starts to complain, we start to think of how we will respond to the accusation before we are done listening, and too often the case, already have the response ready to fight back. Take a second, relax, and listen. On occasion a complaining customer will be rude, angry, and use vulgar language, stay the course and remain calm and level headed.

When the customer is done venting; in a calm, non-judgmental tone, repeat their problem. An example I used in my KFC for a mispacked order:

“What I hear you saying is that, you came in ordered and paid for 10 Pieces of chicken and when you got home, you only received 8, is that correct?”

By repeating the problem at hand, you’ve demonstrated your ability to the customer that you heard and understood their problem.

Listen and clarify. Never defend or justify. The customer doesn’t care if you were shorthanded or if you’re having a bad day, they only care that they get taken care of. No excuses, just solutions.

Apologize

Always apologize even if you did nothing wrong. From your customers’ perspective, they have a legitimate complaint, and they expect an apology. It could be as simple as “I’m sorry we’ve inconvenienced you.” or “I’m sorry I know how frustrating it is to buy dinner for my family, only not to have everything there when I get home” A sincere apology will usually diffuse a lot of frustration that the customer has. There is an exception to this rule though, if a customer calls with a critical complaint, such as food poisoning, don’t apologize, it may be construed as an acceptance of guilt, instead refer to your company’s procedures for such events.

Satisfy

Make it right. Ask the customer “What can I do to make this right for you”? Be the judge of what is fair of course, but allow them the opportunity to feel empowered over the situation. Many times they may ask for the problem be taken care of on their next visit or maybe that you talk to the person who made the mistake and correct them. We used a great system of sending out a personalized postcard apologizing for the mistake, it was a couple of handwritten sentences (yes, many times with spelling mistakes from my team members), but it was personal and always well received. We always gave them the unexpected as well, maybe a free dessert or an extra side dish just to show that we cared about them.

Thank

At the beginning, at the end, in the middle; it doesn’t matter, thank the customer for calling and complaining.

Why? With the simple act of complaining, your customer is telling you “I care about your business and your success”. They are giving you the opportunity to fix the problem and invite them back so they can give you more of their money. Puts a different spin on it doesn’t it? Thank them for giving you that second chance, for letting you know that something in your restaurant didn’t work like it normally does, for giving you the chance to make it right, and for the opportunity not to damage your reputation!

Reputation? I had to throw that one in. You work hard, day in day out, trying the best to make your business the best, and yet one unhappy customer can take it away from you. A happy customer will tell two or three friends about a good experience, but an unhappy customer will tell at least ten friends about their experience and it always multiplies through word of mouth. Case in point, when I moved cross country to my new hometown, I was at a Chamber of Commerce event and being the new person in the group, I introduced myself and what we did. No sooner than five minutes passed did I get a list of 10 restaurants in my area that in their opinion were in “need of my services”. Only one person gave me a good restaurant. I didn’t ask, I was told. To this day I still haven’t been to those restaurants as a customer, why do I want to give them my hard earned money, when they made my new friends unhappy? It may not be a rational thought, but it is human nature.

Will some people take advantage of your kindness? Of course, a rule of thumb I used in my restaurant was:

First time shame on me,

Second time shame on me, but I’m watching you,

Third time… Shame on you and I will make the decision on how I will deal with you as a customer.

Keep track of who calls to complain, names, phone numbers for follow up, addresses for your postcards. Using a binder and tracking your complaints, you will be able to detect and deter those that would take advantage of your new complaint procedures.

Adding B.L.A.S.T to your expanding toolbox of customer service tools will help you in dealing with customer complaints and turn them around so they can tell their friends what great service you have!

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It is common knowledge that many sales people can calculate how much commission they have earned faster and more accurate than any super computer. Indeed, money is a key driving force that motivates most, and certainly for the more successful ones.

However, is money then the ONLY motivator, or are there anything else?

If you were to ask anyone why they want to be one, there will usually be 3 answers:

1. For the money (of course);

2. Being able to directly link their efforts to tangible results; and

3. Having the (relative) independence and flexibility in their jobs

As such, while money may be the key driver for most, it certainly is not the only one. They are also motivated by a sense of achievement, and the more successful ones usually have large egos as well.

If we were to look deep into what motivates people, here are 2 factors that we need to consider:

1. Are the rewards attractive (or punishment severe) enough?

2. Am I able to achieve it?

Avoiding Pain vs. Seeking Pleasure

While making money is a great pleasure for many people, including sales people, some are first motivated by avoiding the punishment of NOT achieving their monthly, quarterly or annual sales targets. Hence, it’s a very common practice for sales people to “hide” potential contracts to “save them for the next financial period”, rather than to risk NOT meeting the sales targets for that period.

Sales people are indeed masters of work flow optimization in this sense. However, this does not help you in getting results from your sales team, and sometimes deals may be lost due to the delays caused when sales people want to “save them for the next quarter”.

When companies use money as the only motivator, it is also a riskier proposition. There’s nothing to prevent competitors to use the same motivator to entice your best people (along with your best customers) to defect. While there may be some non-competitive clauses in employment contracts, these are seldom enforceable, especially in Asia.

As mentioned earlier, successful sales people usually have large (sometimes over-sized) egos. Nothing feeds the ego other than believing (correctly or otherwise) that you had singlehandedly contributed millions of dollars to your company’s sales revenue. However, massaging the sales person’s ego (either by making them superstars when they succeed, or “humiliating” them when they don’t deliver the intended results) is a double-edged sword. On one hand, it will drive people to achieve super-human results. On the other hand, they may be so focused on their self-achievement that they become insensitive to issues such as:

Serving customer needs,

Maintaining healthy margins,

Ensuring cross department support and

other factors that will impact business results.

When the egos become over-sized, some people can have a false sense of “invincibility”. Some live on past glories, even when current sales results are not as good or outstanding as before. To overcome this, Dell Computers have made sure that their egos are in check by just focusing on the present and future. Past performance mean nothing to Dell’s sales managers, and a top performer is only as good as the next sale. They are as such motivated to maintain their “successful” status every single day.

Eventually, sales people get burnt out. Depending on the industry, they usually achieve their peak about 1 to 1.5 years after joining a company. How they perform beyond the peak period is a matter of how you motivate and nurture them.

Besides dishing out ever better incentives (usually money-related), many companies chose to promote their top sales to be sales managers. Unfortunately, both motivational strategies are not effective. When they feel burnt out, it’s not an issue that can be resolved with money (or most incentives). In addition, only 15% of top sales people can be competent managers.

When they feel burnt out, it is usually they found that they are not further developing themselves or learning anything new anymore. Usually, they found they have reached some kind of plateau in getting better sales results, and the repetition of doing the same old thing is becoming boring to them as well.

This is also the phase when good people are the most vulnerable to defecting to your competitors. To overcome this, we will have to looking into other overlooked motivators.

Can I Do It?

As mentioned earlier, the other aspect of motivation is whether you feel you are able to do your job well.

In some industries where sales management practices tend to be Neanderthal (email me to find out which ones), the attrition of new sales hires are astonishingly high. These new hires are motivated by making more money, just like any successful sales person will be. However, due to the lack of proper training, coaching and guidance, as much as 90% of these new hires leave within 1 month. If they don’t see brightness of the future, they’ll just go.

While such companies do provide some level of sales training, as much as 87% of all sales training evaporates within 1 month of the training. And this statistic refer to companies with better sales management practices in place. For companies with weaker sales management, most of these training are outdated and don’t really prepare the sales person to handle customers in the real world. Without a post-training supporting environment, the new hires feel overwhelmed and and helpless, and then they just leave.

When sales people find that they are not able to achieve better results, or net bigger deals, or improve margins, what they need now is support from management on how they can achieve breakthroughs. They know that if they can do better, the monetary incentives are all there waiting for them. What they really need is the right guidance and support them how they can do so.

Besides providing the usual training, here are other ways that managers can get their people proceed to the next level of performance:

Align sales strategies to market realities. Sometimes, due to rapid market changes, sales strategies mapped out 6 months ago may have already be outdated. A sales strategy re-alignment may help close more sales;

Provide recognition of improvements in sales process. While people are rewarded (or punished) based on results (sales targets), few sales managers actually recognize the improvements that sales people made in their sales process. If sales people made sales process improvements, it is very likely that this will lead to better results. Such improvements need to be recognized, reinforced and made as good examples for others to follow.

Motivating the Sales Force Without Using Money

In a nutshell, when people join the sales force, they may do so in the hopes of making more money. However, if you want to get them to perform to the next level of performance, you will need to improve their skills and abilities to achieve better results. In fact, management guru Ram Charan mentioned that if using incentives as the main means to get better performance from the sales team is an outdated approach

If you find isolated cases of poor performance from your team, then perhaps these few bad hats are just making excuses not to work hard. However, if you find that poor performance is widespread and pervasive in your sales force, then you, as manager, are making THE excuse for not providing the necessary support and guidance for your people.

Pls. see www.psycheselling.com/page4.html for explanation of some key concepts discussed here.

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How many times you have been at school or work and wanted to browse your favourite sites, but guess what, they were blocked! Happened a lot to me, or at least until I heard of web proxies.They are web sites that let you unblock sites by your administrator.

How is that possible?

Basically they retreive the page you want to surf and display it for you.So, you connect to the web proxy, and it connects to the blocked site.It’s like a person in the middle.

For what are they used else?

Web proxies, besides unblocking unblock sites, p.s myspace unblock, they are used to protect your privacy.That means that you dont show your IP to the sites you connect, but show the proxies IP.

How can I find them?

Just make a google search for terms like proxy or unblock sites and you will get thousands of working proxies.It’ just that easy .

What if you don’t like proxies?

While proxy servers are extremely popular in helping to get past firewalls there are still other sneaky ways in which you can get on MySpace at school as well. For example, you could use Google to load the cached version of the site. This works because the cached version of the site is usually filter free. To do this you will need to go to Google first, type in MySpace and then go to the first link, but make sure you click on cached not the actual URL link.

Another way would be to try changing the prefix of the site name. For example, instead of typing in http://www.myspace.com you would type in “http://home.myspace.com” Of course, you can use other prefixes besides home, such as invite, search, mail, blog, favorites, groups, forum, events, music, signup, chat, etc. Just make sure you put the dot (.) before the rest of the URL.

You might also try using a language translator page in order to translate the site from another language into English. There are several sites that offer this type of service including Google Language Tools, FreeTranslation, and Babel Fish Translation.

If you are a bit more technically minded another method would be to install a circumventor. A circumventor program can be used to sneak past all kinds of web blocking programs. Be aware that you won’t actually be installing the program on the computer from which the firewall is blocking the site you want to see. Instead, the program is installed on a different machine, one that is not blocked. So, for example, you wouldn’t install the circumventor on the computer at school; it would be installed on a computer at home. After the circumventor program has been installed it will provide you with URL for the new circumventor, you take that with you and use that URL to sneak past the firewall or other type of web blocking device.

It is important to know that whatever computer you install the circumventor on must have a fast Internet connect, not dial-up. It should also be running either Windows XP or 2000. In addition, the computer must be turned on and hooked up to the Internet in order for the circumventor to work. Peacefire offers information where to download circumventor programs.

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There are many strategies to writing a book. You can sit down at your desk and just begin writing. This works well for very few people because at some point in the writing process – you could be halfway through the book before this happens – you are going to hit a roadblock and not know how to continue. Worse, you can lose track of your focus quite easily and go off on tangents that have absolutely no relevance with the rest of the chapter you are working on.

Another frequent writing approach is to jot down a few ideas, maybe even a list of chapters and their subject matter and to start writing. This can actually be worse than writing without any structure because you end up with very large chapters of more than 50 pages and then extremely small chapters of only a couple pages. That does not make sense and it does not result in a book that reads or flows well.

A better way to write your book, albeit still not the easiest way, is to draft an outline. I know, an outline feels too structured for many writers. Please bear with me. Writing an outline, a detailed outline, will not only help you organize your thoughts in a clear and concise manner, it will create a better book. Your book, when organized in an outline will be balanced. You would not have 50 page chapters and 5 page chapters, you will have equal chapters, they will all have a point, and you would not be as likely to go off on tangents.

Additionally, when you use an outline, your book will be written faster because you can approach it in a systematic way.

Now we are going to talk about the easiest approach to writing a book using a template or blueprint. The secret to this is that you are going to create much of the blueprint yourself. Why? Because only you know exactly what needs to be contained in your book. Here is the template part ready?

Remember the outline that we discussed? Go ahead and write that outline but make sure you have 1 chapter for every 10 pages of content. This means if you have a section you think will take 20 pages; find a way to break it into two parts. Now create 20 chapters if you want a 200 page book, 30 chapter titles if you want a 300 page book and so on. There is more…

Under each chapter title, you will want to create 10 points you want to express in your chapter. Each point will cover approximately one page, maybe a little more and maybe a little less but you will end up with 10 pages for each chapter.

Why does this work? It gives you a clear structure to write, so when you are not feeling up to it you really do not have any excuse to not get at least one page done. It also makes it really easy to write your book. Simply turn each point into a question, sit down and answer it. You will have your page written in less than five minutes… really! This means that if it takes you 5 minutes to write a page, you could write a chapter each day, right? That would mean you could have your 20 chapter book, your 200 page book, written in 20 days. Now that is fast and that is why using a template works so well.

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I used a nice little invert trick to fool the audio fingerprint, otherwise, this is the regular version. No speed or pitch tricks required. Thank me now. Lyrics: [Otis Redding] It makes it easier, easier to bear You won’t regret it, no, no No, girl they won’t forget it Love is their home Happiness yeah Sq-sq-sq-squeeze her, don’t tease her Never leave her… [Jay-Z] Sounds so soulful don’t you agree I invented swag Poppin’ bottles, puttin’ supermodels in the cab, proof I guess I got my swagger back, truth New watch alert, Hublot’s Or the big face Rollie I got two of those Arm out the window through the city I maneuver slow Cock back, snap back See my cut through the holes [Kanye West] Damn Yeezy and Hov, Where the hell ya been? Niggas talkin real reckless: stuntmen I adopted these niggas, Phillip Drummond ‘em Now I’m bout to make them tuck they whole summer in They say I’m crazy, well, I’m ’bout to go dumb again They aint see me cause I pulled up in my other Benz Last week I was in my other other Benz Throw your diamonds up cause we in this bitch another ‘gain [Jay-Z] Photo shoot fresh, looking like wealth I’m ’bout to call the paparazzi on myself Uh, live form the Mercer Run up on Yeezy the wrong way, I might murk ya Flee in the G450 I might surface Political refugee, asylum can be purchased Uh, everythings for sale, I got 5 passports I’m never going to jail [Kanye West] I made “Jesus Walks” I’m never going to hell Couture level flow, it’s never going on sale Luxury rap …

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Every once in a while we will cross paths with what I refer to as a customer service superstar. They are like diamonds in the rough. We never know when we will be served by one of these superstars. They are dispersed throughout the marketplace and look normal on the outside. But take a closer look and we will soon discover that these people are a breed apart from your average everyday customer service representative.

What is the secret that makes these customer service superstars win us over? What is their key in consistently giving each customer an outstanding service experience? One of the first and foremost secrets in their winning ways is that these superstars make their customers feel valued. These people simply treat each customer as if he or she was the most important person on the planet. Customers walk away feeling as if they were the owner of the organization.

Customers soon recognize that these special people are living a life focused on others. This in turn makes each customer walk away feeling that the service was more than simply following a job description in order to receive a paycheck. If customer service superstars were to wear a tee shirt, the caption on the front would simply read, “It’s not about me.”

These customer service superstars are the best because they also understand the mindset of the customer. They are sensitive to the needs and feelings of what customers think as they walk through the door. These superstars have a way of understanding the customer and making their experience as enjoyable as possible. By understanding the customer’s point of view, they also begin to capture new ways to make the service experience more pleasant. Let’s now look at the five qualities that define these customer service superstars:

1. Superstars maintain a positive personality

The secret in offering great service is to stay away from an uninviting attitude. Having a positive attitude is a major key in providing each customer with a great service experience. These will always go together. Customers will want to return simply because of the attraction that a positive attitude creates. These customers will also want to return and tell others because of the positive memory of the service being offered. By being positive, these superstars make their customers feel welcomed and accepted.

Remember that the perception in the customer’s mind is what really matters. If a customer feels that their service experience was below average, then it was below average. In reality we are in the customer perception business. This is why it is paramount that we periodically take an attitude check and maintain a positive atmosphere for our customers.

2. The superstars are enthused about serving

The poor service experiences that we remember are typically the result of being served by a person who lacked enthusiasm. This perception that the person was not excited to assist us made the overall experience below average. But our perception takes a complete turn when we feel that the person serving us was enthused during the whole process. It is important to remember that the secret is to show our customers that we want to assist them. One easy way to achieve this is to be enthusiastic about giving them our best service. This important key will instantly make customers walk away feeling that the service was outstanding.

3. The superstars know how to respond quickly

Because we live in a fast-paced society, our customers expect to be given quick and efficient service. Without this efficiency, the customer will more than likely walk away and remember the service as average. The goal should be to show that we respect our customers by simply respecting their time. The perception of the service will then automatically improve as a result of being quick and efficient during each transaction. Customers will then walk away not only feeling respected, but will more than likely rate us higher because of the efficiency of the service provided.

We will always appreciate service where we feel that the person serving us respected our time. The best memories of five-star service will consistently convey efficiency during the transaction. The service representative gave the impression that our time was valuable and swiftly took great care to quickly meet our needs. Remember this little gem and your customers will walk away and remember the service as being outstanding!

4. The superstars strive to be their best

Another feature of customer service superstars is their ability to excel in their chosen profession. They desire to be their best on the job by giving their customers outstanding service. Their work ethic stands out because of the motivation to perform at a higher level. These superstars do not need to be motivated from the outside. Their inspiration is driven from within.

It is a pleasure when I get the rare opportunity of being served by one of these customer service superstars. They always give the impression that they genuinely enjoy serving me. I leave with the impression that they truly enjoy their position. These experiences are a result of a person who simply gave 100% on the job.

5. The superstars are attentive

Comparable to being efficient with our customers, giving them attention also expresses that we care. By simply being attentive, we are telling our customers that they are important and deserve to be treated with respect. The power of giving attention is that it also conveys a certain level of respect. We must also remember that most customers enjoy playing this role because of the anticipated attention that they are hoping to receive.

Teach these five excellent traits into your training and begin to see your service improve instantly. Your team will begin to outshine the competition and your customers will also become your best advertisers simply because of the exceptional service received.

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