Building Your Brand Through Old-School Marketing Techniques

WEBVTT 1 00:00:00.120 --> 00:00:04.519 Welcome to this addition of catch up with Kira touch. My Name is Dr 2 00:00:04.599 --> 00:00:10.150 Ronnie Sims and I'm your host today. Inspiring and advancing the chiropractic profession is 3 00:00:10.269 --> 00:00:14.669 what this series is all about, and I love Kira touches heart in this 4 00:00:14.830 --> 00:00:19.910 matter. Our goal has been and will continue to be, bringing you amazing 5 00:00:19.949 --> 00:00:26.739 speakers with awesome topics for the sole purpose of helping you become the best version 6 00:00:26.739 --> 00:00:31.940 of yourself. We believe that the world needs chiropractors to be at their best 7 00:00:32.140 --> 00:00:36.170 now more than ever, and this is our time. I am so excited 8 00:00:36.289 --> 00:00:40.810 to have Dr Cathy when Lan coolbe on. I've heard her speak multiple times 9 00:00:40.969 --> 00:00:44.450 and I've I'm always so inspired by you, Cathy, and so you guys 10 00:00:44.490 --> 00:00:47.289 are really in for a treat, especially today, because we're going to get 11 00:00:47.289 --> 00:00:52.240 nitty gritty on how to build your brand and how to build a true marketing 12 00:00:52.399 --> 00:00:56.759 machine and and we're really going to dive right into that. And so you 13 00:00:56.880 --> 00:01:00.159 know, like we always say, we want you to build your dream practice, 14 00:01:00.240 --> 00:01:02.759 but also your dream life. We don't want you to build it in 15 00:01:02.880 --> 00:01:04.629 spite of a good life. So, Cathy, I know you've done that. 16 00:01:06.109 --> 00:01:10.150 And so how are you doing today fantastic. Thank you so much for 17 00:01:10.230 --> 00:01:12.469 having me on, doc man. So glad we're together. And So, 18 00:01:12.629 --> 00:01:15.629 before we get into the episode, I would love for our listeners to get 19 00:01:15.629 --> 00:01:19.260 a chance to get to know you a little bit. So I'm just going 20 00:01:19.299 --> 00:01:21.939 to ask you a few rapid fire questions and let you kind of go with 21 00:01:22.019 --> 00:01:25.540 it. You know, I think for you it's I love your story. 22 00:01:26.219 --> 00:01:27.939 I really enjoyed reading your bio on getting to know you a little bit through 23 00:01:27.939 --> 00:01:34.290 that and I love how you just started out as kind of a competitive athlete, 24 00:01:34.290 --> 00:01:40.170 aerobics instructor, fitness competitor, and just talk to me about that journey 25 00:01:40.209 --> 00:01:42.689 and how that kind of led you toward chiropractic. I was such a high 26 00:01:42.689 --> 00:01:47.920 level competitor, always taught aerobics, personal trainer. I was a gymnast all 27 00:01:48.079 --> 00:01:52.599 throughout Middle School and high school and I really thought that I was going to 28 00:01:52.719 --> 00:01:57.799 go into some kind of fitness based career and then my whole life got sidetracked 29 00:01:57.840 --> 00:02:01.109 when I got hit literally size swiped, or t bone I should say, 30 00:02:01.269 --> 00:02:06.510 by a tractor trailer and in an instant everything changed. I went from being 31 00:02:06.590 --> 00:02:09.110 this high level fitness competitor and a professional model I have. I was actually 32 00:02:09.509 --> 00:02:15.710 leaving the photographer studio after looking over over a job that we had just completed 33 00:02:15.860 --> 00:02:20.139 for a big swimmer a line, and within one mile of his office, 34 00:02:20.259 --> 00:02:23.900 got t bone by a tractor trailer and my entire life changed and I went 35 00:02:23.979 --> 00:02:30.569 from thinking that I would work in fitness or physical therapy or something to do 36 00:02:30.770 --> 00:02:35.810 with coaching athletes to not even able to to bend over and pick up a 37 00:02:35.889 --> 00:02:39.210 towel. Wow. So life just changed in an instant and after going to 38 00:02:39.330 --> 00:02:45.919 so many doctors and therapists for almost two years, Chiropractic just became this thing 39 00:02:46.039 --> 00:02:50.520 that I didn't even really choose. It chose me, and I'm so glad 40 00:02:50.520 --> 00:02:53.919 that chiropractic chose me because the way it has affected my life, the impact 41 00:02:54.000 --> 00:02:57.280 that it's had on the lives that I've been able to help, not only 42 00:02:57.360 --> 00:03:00.830 in the office and in the schools where I teach, but on stages where 43 00:03:00.830 --> 00:03:05.270 I get to speak to people. I think the impact has been so phenomenal 44 00:03:05.389 --> 00:03:08.789 and I'm so glad for the journey that I was on that led me right 45 00:03:08.830 --> 00:03:13.099 here. Well, it's a beautiful story. I love those inflection points that 46 00:03:13.219 --> 00:03:16.139 happen in life like wow, just quick pivot and and that you didn't run 47 00:03:16.180 --> 00:03:20.780 away from your call. I think that's beautiful. And so what was life 48 00:03:20.900 --> 00:03:24.060 like? I think you kind of left there with a life partner, I 49 00:03:24.180 --> 00:03:28.490 guess. And then where did you initially start out? Cathy? So, 50 00:03:28.770 --> 00:03:31.490 when I first graduated I actually did that internship down in Florida. Was the 51 00:03:31.530 --> 00:03:36.169 last student to sign up to do the Florida in turnship. Spent a couple 52 00:03:36.289 --> 00:03:39.889 months down there doing that and at the same time I was already licensed in 53 00:03:39.930 --> 00:03:43.599 New York. Soon as I graduated, I applied for that. So I 54 00:03:43.759 --> 00:03:49.520 opened a practice in New York shortly thereafter and open to practice in Atlanta, 55 00:03:49.840 --> 00:03:53.560 and so I was commuting between the two offices in Long Island, New York 56 00:03:53.639 --> 00:03:58.189 and down here in Woodstock, Georgia, and that continued on pretty much until 57 00:03:58.270 --> 00:04:01.189 nine hundred and eleven kind of change the ability to travel so easily, and 58 00:04:01.270 --> 00:04:04.710 then I had to make a decision and after spending a couple months down at 59 00:04:04.750 --> 00:04:08.949 ground zero, I just had to shut my brain off. I saw my 60 00:04:08.990 --> 00:04:12.139 New York practice to someone that had come in and was kind of working with 61 00:04:12.259 --> 00:04:15.939 me, and move down to Georgia. And this is where my children and 62 00:04:16.019 --> 00:04:23.220 I have been and and it's nice because I'm very close to Life University, 63 00:04:23.459 --> 00:04:27.250 so I've been able to get involved with the students, which I've gotten involved 64 00:04:27.290 --> 00:04:30.170 with the students many, many years ago before I even began teaching. They're 65 00:04:30.529 --> 00:04:32.730 really just doing philosophy. I was taking the students out and doing tick on 66 00:04:32.769 --> 00:04:38.050 the trails for a long time and speaking at small advents around the community and 67 00:04:38.089 --> 00:04:43.759 then got involved with teaching it life and speaking at seminars and it's just been 68 00:04:43.920 --> 00:04:48.879 such an amazing journey that I am very blessed to be on. Really, 69 00:04:48.959 --> 00:04:53.069 how I love that. That's a beautiful story, Cathy. I think it's 70 00:04:53.069 --> 00:04:58.589 wonderful and and now you're helping you know so many people through your work, 71 00:04:59.110 --> 00:05:02.470 you know, and in particular women, and I love that you're you're using 72 00:05:02.550 --> 00:05:06.540 your leadership, you know, not just in your practice with your own tribe, 73 00:05:08.019 --> 00:05:11.060 but also virtually and digitally. But I'll see then in your community with 74 00:05:11.100 --> 00:05:14.740 women that are just in any type of business and kind of tell us what 75 00:05:14.860 --> 00:05:21.290 that's been like for you. It kind of started in a very non planned 76 00:05:21.410 --> 00:05:24.250 on way, for lack of a better word. You know, it was 77 00:05:24.250 --> 00:05:28.370 just a very generic thing that that occurred when I was pregnant with my son, 78 00:05:28.810 --> 00:05:30.569 so many people kept asking me when you going to stop working out, 79 00:05:30.569 --> 00:05:34.209 when will you stop teaching Robics, when will you stop adjusting patients? And 80 00:05:34.329 --> 00:05:39.199 my standard answer was I'm not sick, I'm pregnant. And the more I 81 00:05:39.279 --> 00:05:42.439 said at the more I realized that the average person, and this I'm going 82 00:05:42.560 --> 00:05:45.959 back to two thousand and eight, two thousand and seven, the average person 83 00:05:46.040 --> 00:05:48.759 back then really didn't know that there were such a thing as a fit pregnancy. 84 00:05:49.189 --> 00:05:55.029 Right. There were no fit pregnancy magazines, there was no major push 85 00:05:55.149 --> 00:05:59.430 to teach people to stay healthy and exercise during their pregnancy. They were actually 86 00:05:59.430 --> 00:06:01.470 teaching women that they're frail and their week and they need to take it easy 87 00:06:01.509 --> 00:06:06.139 and get a lot of bed rest. So I started recording myself working out 88 00:06:06.379 --> 00:06:12.740 pregnant and put them on this fairly new technology called Youtube back then that not 89 00:06:12.860 --> 00:06:15.939 many people were really using, and I was doing it with a little flip 90 00:06:15.019 --> 00:06:18.089 camera that I would position on a table and then run in front of it 91 00:06:18.129 --> 00:06:20.129 make sure I was okay run back. You know, I didn't even have 92 00:06:20.170 --> 00:06:26.129 a tripod at the time, and started recording these little videos on flip camera 93 00:06:26.730 --> 00:06:30.009 to put them on Youtube, really just for my patients and the members at 94 00:06:30.009 --> 00:06:31.920 the gym, and the next thing I know it takes off and I've got 95 00:06:31.959 --> 00:06:35.879 over a million views. And so at that point I invested in a tripod 96 00:06:36.000 --> 00:06:39.839 for my little flip camera and, you know, was able to set it 97 00:06:39.920 --> 00:06:42.839 up on the beach and whenever I would travel I would set up and take 98 00:06:42.920 --> 00:06:48.189 videos, and that led me to the writer of the chicken soup books, 99 00:06:48.310 --> 00:06:51.189 Mark Victor Hanson, and at the time I thought I want to write a 100 00:06:51.230 --> 00:06:54.709 book and he said, do not write a book. Everybody writes a book 101 00:06:54.709 --> 00:06:57.870 to get an audience. You have the biggest audience of anyone I've ever worked 102 00:06:57.910 --> 00:07:00.829 with. Just put it on a website, because people need to be able 103 00:07:00.829 --> 00:07:04.060 to access your material. And so all of a sudden this concept became educated 104 00:07:04.100 --> 00:07:08.699 pregnancy, which is where we taught millions women around the world that a healthy 105 00:07:08.740 --> 00:07:11.420 mom equals a healthy baby, that you have to take care of yourself, 106 00:07:11.620 --> 00:07:15.139 that fitness is not just something that you should do, it's something that you 107 00:07:15.220 --> 00:07:18.290 must do, and keeping your body. So we really incorporated the five aspects 108 00:07:18.290 --> 00:07:23.529 of health, as chiropractors all know, and we incorporated that, as you 109 00:07:23.610 --> 00:07:26.290 know, you have to have a proper diet, you have to get adequate 110 00:07:26.329 --> 00:07:29.250 and restless sleep, you have to exercise on a daily basis, have a 111 00:07:29.290 --> 00:07:32.720 proper mental attitude and you have to have the mental impulses falling flowing freely without 112 00:07:32.800 --> 00:07:38.120 interference, and this is what we were teaching millions of women around the world, 113 00:07:38.240 --> 00:07:41.600 for them and their children and their families. Wow, and that has 114 00:07:42.000 --> 00:07:45.430 since par laid into what we call women's voices matter, which was a way 115 00:07:45.430 --> 00:07:48.029 of encompassing a lot of other women. I didn't want it to just be 116 00:07:48.149 --> 00:07:51.709 about me, so we have a lot of other leaders and speakers and mentors 117 00:07:51.750 --> 00:07:59.740 and coaches that contribute and really help out to make sure that we're empowering women 118 00:08:00.379 --> 00:08:03.779 and the people that they affect. So not it's not just women right, 119 00:08:03.819 --> 00:08:09.259 it's their husband's it's their children, it's their coworkers or their colleagues, but 120 00:08:09.379 --> 00:08:13.329 empowering them to speak their truth and stand up for what they believe in and 121 00:08:13.610 --> 00:08:16.569 to live a life of purpose that is can gruent with who they truly are. 122 00:08:18.329 --> 00:08:22.730 Wow, it's beautiful and what a game changer for communities to empower women. 123 00:08:22.490 --> 00:08:26.810 We had kind of been spending some time in our last series on the 124 00:08:26.970 --> 00:08:31.200 for practice domains of attraction, conversion, retention and team building and how we 125 00:08:31.320 --> 00:08:35.559 talked about those like interlocking gears rather than trying to spend plates in the air. 126 00:08:37.159 --> 00:08:41.200 And we've had really positive feedback doctor caffeine. So we decided on this 127 00:08:41.429 --> 00:08:45.549 particular series of episodes that we're going to dive into each of those categories. 128 00:08:45.629 --> 00:08:50.389 So we're currently in a series on a traction and so you know, today 129 00:08:50.470 --> 00:08:54.230 we're really going to kind of look at some old school and how that meets 130 00:08:54.350 --> 00:08:56.220 new school. I mean, you were doing youtube inadvertently without even knowing. 131 00:08:56.299 --> 00:09:00.539 You're building your tribe and you're doing with all the influencers tell you to do 132 00:09:00.620 --> 00:09:03.899 now right, and you just didn't know any different. And but yeah, 133 00:09:03.940 --> 00:09:07.259 you used a lot of old school and and so I just love how you 134 00:09:07.340 --> 00:09:13.169 built your brand through that and how you leveraged your speaking skills and your knowledge 135 00:09:13.330 --> 00:09:16.210 and just to help your community. I think you had a realization that met 136 00:09:16.250 --> 00:09:20.289 I could help more people by standing up and being this voice, and I 137 00:09:20.409 --> 00:09:24.919 just think that's wonderful. So the first question is kind of in that context 138 00:09:24.039 --> 00:09:28.960 of this fully integrated practice. From your own experience, kind of tell us 139 00:09:28.960 --> 00:09:35.240 how you were able to build your dream practice and also how that's influencing your 140 00:09:35.279 --> 00:09:37.950 work at life right now. So I've always been the kind of person who's 141 00:09:37.950 --> 00:09:41.950 willing to put myself out there. I'm willing to stand up above the crowd, 142 00:09:41.990 --> 00:09:43.509 I'm willing to take the arrows, I'm willing to put my foot in 143 00:09:43.549 --> 00:09:46.789 the door and kind of wedge it open to allow other people through. So 144 00:09:46.950 --> 00:09:52.350 when I first started the practice here in Woodstock, I did start it with 145 00:09:52.389 --> 00:09:54.940 a partner. We really didn't know anybody in the community, or I didn't 146 00:09:54.940 --> 00:09:58.299 know anybody in the community because I was from New York. I was back 147 00:09:58.340 --> 00:10:01.019 here in Woodstock and I decided that the best way to get to know people 148 00:10:01.179 --> 00:10:07.059 was to get involved and I just started showing up at every type of business 149 00:10:07.139 --> 00:10:11.970 networking opportunity. There was the Chamber of Commerce and the local community business association 150 00:10:13.210 --> 00:10:16.330 and the toastmasters and the optimists and and just by showing up and getting to 151 00:10:16.490 --> 00:10:20.370 know people and Networking I started finding out like, what are the movers in 152 00:10:20.409 --> 00:10:24.039 the shakers doing, and how do you get involved? How do you get 153 00:10:24.039 --> 00:10:28.759 your name out there? How do you give so that people are willing to 154 00:10:28.879 --> 00:10:31.080 receive right? How do you engage people with what it is that you have 155 00:10:31.159 --> 00:10:33.919 to offer, without going out there and be like give me, give me, 156 00:10:35.000 --> 00:10:37.789 give me, but instead here I'm giving to you. And the more 157 00:10:39.149 --> 00:10:41.750 I found, the more that I gave to the community, the more the 158 00:10:41.830 --> 00:10:46.429 community was willing to receive from me and then give back. One of the 159 00:10:46.470 --> 00:10:48.950 women I met very early on owned one of the local magazines and on the 160 00:10:50.019 --> 00:10:54.539 back cover of every magazine was her full page ad for her real estate company, 161 00:10:54.940 --> 00:11:00.059 but inside the magazine she would write an article every month on how you 162 00:11:00.700 --> 00:11:03.409 could sell your house on your own. And I thought this doesn't make sense. 163 00:11:03.450 --> 00:11:07.409 You're a real estate agent advertising, but yet you're telling people how to 164 00:11:07.490 --> 00:11:11.529 sell the house on their own. And what she said to me over many 165 00:11:11.529 --> 00:11:16.690 conversations was look, I give them so much information so that they understand the 166 00:11:16.809 --> 00:11:20.240 process, they learn to trust me and then they realize, you know what, 167 00:11:20.639 --> 00:11:24.320 this seems like a lot of work. Why not use this trusted resource? 168 00:11:24.720 --> 00:11:28.480 And that taught me a very valuable lesson about the articles which I then 169 00:11:28.519 --> 00:11:31.000 wrote. And then for many, many years I wrote articles in five or 170 00:11:31.039 --> 00:11:35.590 six local magazines that went out to hundreds of thousands of people in the community 171 00:11:35.669 --> 00:11:41.549 and probably wrote these articles for five or six years and I did the exact 172 00:11:41.629 --> 00:11:45.669 same thing. I taught them everything that I knew about health and fitness and 173 00:11:45.830 --> 00:11:50.220 the nervous system and your body's ability to function and about pregnancy and about natural 174 00:11:50.220 --> 00:11:54.940 parenting and about attachment parenting and breastfeeding natural birth. And by sharing so much 175 00:11:54.980 --> 00:11:58.620 information, and of course, you know how the body functions and kinesiology and 176 00:11:58.740 --> 00:12:05.129 injury care, by sharing so much information it helped position me as a trusted 177 00:12:05.210 --> 00:12:07.570 resource or a trusted expert in the community, and so people got to know 178 00:12:07.769 --> 00:12:11.809 me, like me and trust me. And when they decided, Oh, 179 00:12:11.009 --> 00:12:15.009 this makes sense, I need a chiropractor, who do they turn to? 180 00:12:15.919 --> 00:12:18.320 They turned to me. They came to our practice. That was the beginning, 181 00:12:18.360 --> 00:12:24.200 and then shortly thereafter we got involved with the community itself, doing like 182 00:12:24.360 --> 00:12:28.279 I started a business association, I was the President of another business association, 183 00:12:28.399 --> 00:12:31.669 I was the president of the toastmasters group, and then we got to know 184 00:12:31.870 --> 00:12:39.470 the city manager and the Department of Public Recreation. So that parlayed into a 185 00:12:39.590 --> 00:12:43.750 major sponsorship that we've been doing since two thousand and eight, I believe, 186 00:12:43.149 --> 00:12:48.299 been sponsoring everything that goes on in my city and I've been the MC so 187 00:12:48.500 --> 00:12:52.860 it's an opportunity to get up in front of ten to Fifteenzero people every month, 188 00:12:54.620 --> 00:12:58.169 be the MC on on the stage, promote my business and get to 189 00:12:58.330 --> 00:13:01.529 know people and have people come up and talk to me afterwards. There's a 190 00:13:01.570 --> 00:13:05.450 lot of work that went involve they don't want anybody think that this was an 191 00:13:05.490 --> 00:13:09.409 overnight success. It was a lot of overnight work. Yeah, right, 192 00:13:09.850 --> 00:13:13.840 a lot of late night work, but it can be done and when you 193 00:13:13.080 --> 00:13:18.279 build it that way, you build it on such a solid foundation it's going 194 00:13:18.440 --> 00:13:22.679 to last. It's not built on one or two flashy videos that your community 195 00:13:22.720 --> 00:13:24.559 goes, oh, they look like an expert on social and then you have 196 00:13:24.679 --> 00:13:28.710 nothing to back it up. It's built on years of being involved in the 197 00:13:28.789 --> 00:13:35.230 community and giving and holding yourself as a trusted resource, but also as a 198 00:13:35.269 --> 00:13:41.350 professional. That's beautiful and it seems like you you kind of took that old 199 00:13:41.429 --> 00:13:43.940 school approach real perslive, get to know people, but also you were willing 200 00:13:43.980 --> 00:13:48.820 to even learn from other professionals, like the real estate lady may with a 201 00:13:48.899 --> 00:13:52.820 great lesson, right, and then apply that and work and apply that in 202 00:13:52.899 --> 00:13:56.049 work. And now you know it's not that you don't do digital. You 203 00:13:56.169 --> 00:14:00.049 do great digital stuff, but I love what you said there how your digital 204 00:14:00.169 --> 00:14:05.929 sits on a foundation of just blood, sweat and tears of hard work interacting 205 00:14:05.009 --> 00:14:07.889 with people. Those meetings are like I don't want to go to this meeting, 206 00:14:07.929 --> 00:14:09.919 but you just go there, you put your game face on. I 207 00:14:11.080 --> 00:14:16.639 just love that. Very impressive. So this year, years, how are 208 00:14:16.679 --> 00:14:22.399 you able to are you able to impart some of that wisdom into the students 209 00:14:22.440 --> 00:14:24.070 that you're with at life? Do you talk about these things with them? 210 00:14:24.590 --> 00:14:30.029 It's interesting because the business class that I teach is one of the last classes 211 00:14:30.110 --> 00:14:33.029 that they take before they graduate, and I've been very honored and very blessed 212 00:14:33.029 --> 00:14:37.269 and just very blown away by the comments that I get, the feedback that 213 00:14:37.389 --> 00:14:41.059 I get, the amount of students that reach out to me years after they've 214 00:14:41.100 --> 00:14:43.860 taken the class and say, you know, I've really learned a lot in 215 00:14:45.059 --> 00:14:48.659 the class. Basically, what I do is I answer every question that the 216 00:14:48.700 --> 00:14:50.539 students have ever had, anything that they say. Nobody's ever taught me this. 217 00:14:50.860 --> 00:14:54.929 We handle that and we talked about when to begin marketing your practice, 218 00:14:54.970 --> 00:14:58.450 how to find your ideal location, how to really set yourself up in a 219 00:14:58.529 --> 00:15:01.690 community where you want to be. You know how to practice on vacation so 220 00:15:01.730 --> 00:15:05.850 you're not always looking to get out of town. Yeah, and how to 221 00:15:05.090 --> 00:15:09.240 how to have the life and the practice of your dreams. And we really 222 00:15:09.320 --> 00:15:15.600 talk about the the practical aspects of what do you need to do to become 223 00:15:15.759 --> 00:15:18.440 that person in your community and do you want to be that person? Because, 224 00:15:18.480 --> 00:15:22.870 let's be honest, not everybody wants to run a practice. There are 225 00:15:22.950 --> 00:15:26.509 definitely people who want to come out from school and get an associate position and 226 00:15:26.710 --> 00:15:30.309 that's what they want for the rest of their lives and there's nothing wrong with 227 00:15:30.429 --> 00:15:33.190 that. They just don't want the stress and the overhead and the having to 228 00:15:33.230 --> 00:15:37.299 train staff and deal with staff. They'd rather be part of the team. 229 00:15:37.340 --> 00:15:41.620 Yeah, then the leader of the team. And I think for anyone in 230 00:15:41.659 --> 00:15:43.700 any profession, whatever you do, the number one thing that is going to 231 00:15:43.779 --> 00:15:48.539 lead you to success or not is honesty with yourself. And when you're honest 232 00:15:48.580 --> 00:15:52.490 with yourself about who you are and what you really enjoy doing and what you 233 00:15:52.529 --> 00:15:56.409 want to do and what you're willing to push yourself into, you're going to 234 00:15:56.490 --> 00:15:58.409 be a lot more successful then if you say, well, I have to 235 00:15:58.490 --> 00:16:03.809 do this because this is what I was supposed to do. This is what 236 00:16:03.889 --> 00:16:07.919 it looks like you're supposed to do, and I've had people that were in 237 00:16:07.039 --> 00:16:11.759 that situation around me for many, many years that that, you know, 238 00:16:11.000 --> 00:16:17.320 kept up an appearance because that's what they wanted to look like, but it's 239 00:16:17.320 --> 00:16:21.509 not who they really were and ultimately they ended up hurting everybody around them and 240 00:16:21.549 --> 00:16:25.429 it's and it's detrimental. So I think if you could just look yourself in 241 00:16:25.509 --> 00:16:27.830 the mirror and have a really good hard look in the mirror and say who 242 00:16:27.870 --> 00:16:30.750 am I and what is it that I really want to do and how do 243 00:16:30.789 --> 00:16:33.740 I want to contribute to this world? Do I want to serve at a 244 00:16:33.779 --> 00:16:36.779 super high level? Do I want to show up, do my job, 245 00:16:36.820 --> 00:16:40.259 get a paycheck and go home? Do I want to give it all every 246 00:16:40.299 --> 00:16:42.179 day, every chance? Do I want to make sure that when I'm laying 247 00:16:42.179 --> 00:16:45.659 on my deathbed, I look back over my life and say my knowledge, 248 00:16:47.450 --> 00:16:51.570 my education, my experience, I gave it away and made the world a 249 00:16:51.649 --> 00:16:55.610 better place? And if that's who you are, then absolutely go out and 250 00:16:55.769 --> 00:16:59.370 do all of that stuff. Get involved in your community that you know the 251 00:16:59.450 --> 00:17:03.039 best time to start marketing was yesterday. The second best time to start marketing 252 00:17:03.120 --> 00:17:06.880 is right now and it never stops no matter how long you're in business. 253 00:17:07.799 --> 00:17:11.200 Wow, that is beautiful, man. I I'm getting goosebumps right now thinking 254 00:17:11.200 --> 00:17:15.349 about all this. But and I think that's great, doctor, that introspection 255 00:17:17.430 --> 00:17:19.670 of you know, so often in our world we always trying to be who 256 00:17:19.750 --> 00:17:22.950 we think others want us to be rather than being our true self, and 257 00:17:23.029 --> 00:17:27.349 I just think that you do that with the students is so important. I 258 00:17:27.430 --> 00:17:33.579 want to duplicate you and put you out every chiropractice school and back to this 259 00:17:33.740 --> 00:17:37.579 whole building your brand. I mean if I if I flew into woodstock and 260 00:17:37.059 --> 00:17:41.779 went around and started meeting people and talking, I'm sure everybody knows you. 261 00:17:41.819 --> 00:17:47.890 You're probably the de facto mayor, I'm guessing. But and again, just 262 00:17:48.130 --> 00:17:51.730 one more question. It kind of ties into that, you know, and 263 00:17:51.809 --> 00:17:53.970 you already kind of touched on this, but what are your thoughts on this 264 00:17:55.130 --> 00:17:59.440 social media driven world and these young doctors? That's all they think you need 265 00:17:59.480 --> 00:18:03.119 to do, and you know they're doing trying to get these get rich quick 266 00:18:03.160 --> 00:18:06.839 schemes. You know, and I just you know, where's a good start 267 00:18:06.920 --> 00:18:08.359 for them? You know, in terms of this roll up your sleeve, 268 00:18:08.480 --> 00:18:11.079 and I mean maybe it's attending to meeting whatever, but what would be a 269 00:18:11.119 --> 00:18:15.029 good start for a doc who's not used to that, who's been living in 270 00:18:15.069 --> 00:18:18.390 this virtual world? And what would you say to them? I think that 271 00:18:18.750 --> 00:18:23.029 everything has value, I really do. I don't think that there's an end 272 00:18:23.109 --> 00:18:26.109 all be all of any aspect in life, whether it comes to food or 273 00:18:26.180 --> 00:18:32.099 fitness, or finances or philosophy or or really like, you know, promoting 274 00:18:32.140 --> 00:18:34.900 your business. I don't think there's one magic bullet, ever, and I 275 00:18:36.019 --> 00:18:41.130 think the more that you kind of touch the basis that are congruent with who 276 00:18:41.130 --> 00:18:47.049 you are, then the more likely you have that solid foundation. Unfortunately, 277 00:18:47.049 --> 00:18:52.609 I've seen way too many students come out and build a social present but there's 278 00:18:52.730 --> 00:18:59.440 no backing behind it. Yeah, either they've never practiced, or they practiced 279 00:18:59.559 --> 00:19:03.039 and failed out of practice, or they're struggling in practice, but yet there's 280 00:19:03.119 --> 00:19:07.799 social media presence. Look, we could all make a beautiful social media presence 281 00:19:07.839 --> 00:19:11.309 if we want you, but real world is different. And if their social 282 00:19:11.349 --> 00:19:15.390 media presence look so perfect and they're attracting people and they're not telling you about 283 00:19:15.390 --> 00:19:18.230 the bumps in the bruises, of the flaws they're just telling you how wonderful 284 00:19:18.269 --> 00:19:22.869 and perfect their life is and they're attracting people through that aspect, but they 285 00:19:22.950 --> 00:19:25.980 haven't put the work in, they haven't put the time and they haven't built 286 00:19:26.019 --> 00:19:30.059 the practice. They haven't hit the pitfalls and learned how to overcome the obstacles. 287 00:19:30.460 --> 00:19:34.579 Then they become these kind of social media gurus that really don't have a 288 00:19:34.660 --> 00:19:38.369 lot of back behind them. And I'll tell you a short story, because 289 00:19:38.369 --> 00:19:41.250 I did meet one of these people in one of my international travel speaking at 290 00:19:41.250 --> 00:19:45.609 a different seminar, and I sat and had a meal with this person and 291 00:19:45.730 --> 00:19:48.049 said, you know, like, tell me, how did you what did 292 00:19:48.049 --> 00:19:51.250 you do? How did you get to where you are? And this person 293 00:19:51.329 --> 00:19:56.440 actually said, I failed in practice. I opened another practice, I failed 294 00:19:56.480 --> 00:20:00.680 in that one, and so I brought associates on to try to help me 295 00:20:00.720 --> 00:20:06.599 pay the rent and I got one speaking engagement that I had asked for and 296 00:20:06.759 --> 00:20:08.869 I hired a company to follow me around videotape me, and then I use 297 00:20:08.950 --> 00:20:12.150 these videos in all different avenues to make it look like I was a big 298 00:20:12.150 --> 00:20:17.829 speaker. And I sat there like with my mouth probably on the table, 299 00:20:17.950 --> 00:20:25.420 going you are admitting that you're essentially a fraud and this is how you got 300 00:20:25.539 --> 00:20:29.420 your start. And the story continue that like they had to go back because 301 00:20:29.779 --> 00:20:33.180 the associates failed the practice, and so that second practice completely failed. So 302 00:20:33.259 --> 00:20:38.329 they had to make this speaking gig work. Wow, and became the social 303 00:20:38.369 --> 00:20:45.250 media grew and and I feel bad for the people who got coached by this. 304 00:20:45.369 --> 00:20:49.160 Social media grew because you couldn't make your practice is work. And now 305 00:20:49.240 --> 00:20:53.359 you're teaching other people, not from your failure, what not to do. 306 00:20:53.480 --> 00:20:56.559 But you're almost saying like, look, you could be being big and successful 307 00:20:56.640 --> 00:21:02.160 like me, but you didn't have success. And with a history of over 308 00:21:02.400 --> 00:21:06.430 Thirty Years Teaching Group fitness, I've always said you wouldn't go to an aroobus 309 00:21:06.470 --> 00:21:11.230 instructor that can't get in shape, because if it's not working for that person, 310 00:21:11.349 --> 00:21:12.950 how's it going to work for you? Right? So I think authentically 311 00:21:14.470 --> 00:21:19.660 you want your doctor of Chiropractic to portray a level of health, to portray 312 00:21:19.660 --> 00:21:23.859 a level of knowledge, to portray a level of experience, and your community 313 00:21:25.059 --> 00:21:27.460 is looking for someone who walks the walk, talks the talk, doesn't just 314 00:21:27.619 --> 00:21:33.369 have a beautiful social media presence, but actually lives congruently in that community and 315 00:21:34.170 --> 00:21:37.450 lives the life that they talked about. They're not out in public smoking and 316 00:21:37.450 --> 00:21:41.410 drinking every single time you see them. They're not out in public getting wasted 317 00:21:41.569 --> 00:21:45.009 and, you know, doing, doing outlandish things that aren't in character with 318 00:21:45.130 --> 00:21:48.720 someone that we hold in high esteem as a professional. You can have a 319 00:21:48.799 --> 00:21:52.319 good time, I'm not saying that, but you want someone who conducts themselves 320 00:21:52.680 --> 00:21:56.559 as a professional, that I could trust you to take care of my children. 321 00:21:56.559 --> 00:21:59.799 MMM Right. And that's what your community is really looking for. They're 322 00:21:59.839 --> 00:22:02.710 looking for someone that they could know, like and trust, that they can 323 00:22:02.789 --> 00:22:06.990 establish a relationship with, that they cannot just come in once or twice as 324 00:22:06.990 --> 00:22:11.309 a bandaid, but that they can build their families health within your office. 325 00:22:11.710 --> 00:22:15.710 And the more you position yourself that way and the more you position yourself is 326 00:22:15.710 --> 00:22:19.259 a place that people can come back to to receive the same quality care and 327 00:22:19.339 --> 00:22:23.059 you're delivering the same message that is congruent with who you are and what you 328 00:22:23.180 --> 00:22:27.220 stand for, the more your community is going to connect with you, stay 329 00:22:27.259 --> 00:22:30.849 engaged with you, resonate with you, share your message with other people and 330 00:22:32.009 --> 00:22:36.450 I think the easier it will be for you to build a well established practice 331 00:22:36.849 --> 00:22:41.009 of patients who get what you do. Come in, stay, pay and 332 00:22:41.049 --> 00:22:45.000 refer what you basically just said there as you built your practice on a rock 333 00:22:45.160 --> 00:22:49.359 solid foundation. You didn't build it on the sand by the seashore, and 334 00:22:49.519 --> 00:22:52.519 I think so many of these docks are doing that because they've never been taught. 335 00:22:52.880 --> 00:22:56.319 So kind of as an extension to that kind of concept, back to 336 00:22:56.400 --> 00:23:02.710 the building it on solid ground. How important is just your flow as far 337 00:23:02.750 --> 00:23:07.549 as the procedural interlocking gear aspect of practice, and how is that created? 338 00:23:07.430 --> 00:23:11.670 You know, just your own process. How is that created a new patient 339 00:23:11.750 --> 00:23:17.299 Juggernaut for you? Being able to be so visible in the community, I 340 00:23:17.380 --> 00:23:19.740 think is really helped us, because there are times when I've been in a 341 00:23:19.859 --> 00:23:22.859 restaurant and somebody comes up to me and we'll say, Dr Cathy, I 342 00:23:22.940 --> 00:23:26.339 just wanted to say hi. I see it so many events. I go 343 00:23:26.460 --> 00:23:30.369 to another chiropractor down the street, but I appreciate that you are always here. 344 00:23:30.369 --> 00:23:33.970 You're always putting out good of information. We just had our first concert 345 00:23:33.009 --> 00:23:37.529 last week for the first time since covid right, so in almost two years, 346 00:23:38.569 --> 00:23:42.279 and it was such a great feeling because as soon as I got off 347 00:23:42.279 --> 00:23:45.759 the stage and started walking to you know where, I was going to go 348 00:23:45.880 --> 00:23:48.640 meet some people. I was stopped by so many people that would say, 349 00:23:48.640 --> 00:23:52.000 Dr Cathy, it's so good to see it's been so long and a lot 350 00:23:52.039 --> 00:23:56.349 of these people I may not particularly know on a one on one basis, 351 00:23:56.829 --> 00:23:59.869 but they've seen me and I've seen them in the community. And when you're 352 00:24:00.109 --> 00:24:03.789 really want to build a lasting business, and it doesn't matter if it's Chiropractic 353 00:24:03.910 --> 00:24:07.349 or if it's coaching, or if it's a restaurant or if it's at gas 354 00:24:07.390 --> 00:24:14.259 station, when you want to build a lasting business that is not dependent on 355 00:24:14.460 --> 00:24:18.900 that new patient merry go round, but it's it's constantly bringing new people in 356 00:24:18.019 --> 00:24:22.579 but keeping the ones that you have. You really have to have that presence. 357 00:24:22.619 --> 00:24:25.529 You have to have that congruency with this is who we are, this 358 00:24:25.569 --> 00:24:27.490 is what we stand for and this is how we do things and we want 359 00:24:27.490 --> 00:24:30.329 to do them better so we can attract more people. But we don't want 360 00:24:30.329 --> 00:24:34.490 to just attract people for a one time new patient exam or maybe a onetime 361 00:24:34.569 --> 00:24:38.000 new patient exam and an adjustment. We want to attract them to a better 362 00:24:38.039 --> 00:24:41.200 way of living, in a better way of life so that they and their 363 00:24:41.240 --> 00:24:47.960 families can benefit a lot of doctors I meet struggle and lack confidence in the 364 00:24:48.000 --> 00:24:49.039 area public speaking. So I want to ask you a question about that. 365 00:24:49.799 --> 00:24:55.750 But also what how did you pivot with some of your speaking and special events 366 00:24:55.789 --> 00:24:59.589 that you normally do? Obviously the concerts for shutdown, but what did you 367 00:24:59.630 --> 00:25:03.190 do different during this last year and a half? And then what advice would 368 00:25:03.190 --> 00:25:07.259 you give doctors as far as how to because some people might be a good 369 00:25:07.259 --> 00:25:08.660 public speaker, they just don't know it yet. So it would be some 370 00:25:08.779 --> 00:25:12.339 advice you'd give them as a first start on that. So I'll tell you 371 00:25:12.500 --> 00:25:17.539 how I pivoted, because I normally travel a hundred and Fiftyzero air miles a 372 00:25:17.619 --> 00:25:21.339 year. Wow. I normally speak about a hundred and twenty two, a 373 00:25:21.380 --> 00:25:26.049 hundred and forty times a year between webinars and and facebook lives and live events, 374 00:25:26.089 --> 00:25:30.529 you know, all the big seminars, and then am seeing concert so 375 00:25:30.730 --> 00:25:34.210 I'm constantly speaking, doing continue. Yet I'm constantly traveling and all of a 376 00:25:34.250 --> 00:25:38.640 sudden one day, Friday the thirteen, the world shut down for all of 377 00:25:38.759 --> 00:25:44.279 us, but my entire travel schedule stopped. I use that time to just 378 00:25:44.640 --> 00:25:49.309 make incredible new memories with my children and doing a lot more of this online 379 00:25:49.349 --> 00:25:55.269 speaking. So for me, I've been on stages since I'm seventeen years old. 380 00:25:55.269 --> 00:25:57.589 I started teaching robics at seventeen. I started doing corporate fitness when I 381 00:25:57.630 --> 00:26:00.150 wasn't even out of high school yet. It wasn't even old enough to be 382 00:26:00.269 --> 00:26:04.460 in these businesses really. So for me to get on a stage is completely 383 00:26:04.619 --> 00:26:07.700 normal. I thrive on it. There's no butterfly is there's the opposite of 384 00:26:07.740 --> 00:26:11.420 butterflies. There's like yes, let's go, I'm alive now. One of 385 00:26:11.460 --> 00:26:15.180 the things I teach people is, if you're going to get up on stage 386 00:26:15.180 --> 00:26:18.299 and you're going to speak, have an idea of, number one, who 387 00:26:18.339 --> 00:26:22.970 you're speaking to, what matters to them? What are their values and where 388 00:26:22.009 --> 00:26:26.529 do you fit in with what you have to say, because you can get 389 00:26:26.529 --> 00:26:32.049 up and talk about chiropractical all day long to a group of toddlers that don't 390 00:26:32.049 --> 00:26:36.319 even understand the English, like the English language yet, and it's just going 391 00:26:36.359 --> 00:26:38.680 to go right over their head. or You could talk about fitness to people 392 00:26:38.720 --> 00:26:44.880 who are completely interested in a cigar boar and it's not going to hit. 393 00:26:45.000 --> 00:26:48.829 They're not interested in it. But if you're able to understand who is my 394 00:26:48.990 --> 00:26:52.670 audience. What are their values and where do I fit into that? And 395 00:26:52.750 --> 00:26:57.630 then you can craft a conversation that's meaningful to them. It's not about me. 396 00:26:59.029 --> 00:27:00.539 Don't get up and give your life story. Don't get up and talk 397 00:27:00.579 --> 00:27:03.859 all about me, me and me. These kind of interviews are kind of 398 00:27:03.900 --> 00:27:06.660 awkward because there are questions about me and I'm not the kind of person to 399 00:27:06.740 --> 00:27:08.779 talk about me. I like to talk about you. So when I get 400 00:27:08.819 --> 00:27:15.019 on stage I talk about you and how what I am speaking about relates to 401 00:27:15.019 --> 00:27:18.730 you and your family and your co workers in your colleagues and and how this 402 00:27:18.849 --> 00:27:22.210 can benefit you. And if you remember that it's their interest, not yours, 403 00:27:22.809 --> 00:27:26.650 you will do so much better, because all of us think it's just 404 00:27:26.769 --> 00:27:30.160 human. We think what's in it for me? Yeah, but when you're 405 00:27:30.160 --> 00:27:33.279 speaking, it's not what's in it for me. It's their interest, not 406 00:27:33.400 --> 00:27:37.759 yours. And if you could just get that little aspect before you speak, 407 00:27:37.759 --> 00:27:41.400 if you could get that down so solidly, you might mess up when you 408 00:27:41.440 --> 00:27:44.430 speak the first time, and you'll probably mess up the tenth time and you'll 409 00:27:44.470 --> 00:27:48.509 probably say the wrong word the fifteen time and by the thirty time you'll get 410 00:27:48.509 --> 00:27:51.349 a little bit better at it and by the fifty time you're better and by 411 00:27:51.390 --> 00:27:55.910 the tenzero time you're pretty darn good. Get up there a hundred thousand times 412 00:27:55.950 --> 00:28:00.220 in your lifetime you'll be amazing. And if if you're not comfortable or you 413 00:28:00.299 --> 00:28:03.779 don't know what to say, then find a coach that's going to help you 414 00:28:03.940 --> 00:28:07.220 pull out your authentic message, not my message. You don't want to speak 415 00:28:07.220 --> 00:28:08.859 like me, you want to speak like you. You can use a coach 416 00:28:08.980 --> 00:28:12.849 like me, but make sure the coach that you use is going to teach 417 00:28:12.849 --> 00:28:18.250 you how to authentically speak your message, not their's. That's so important. 418 00:28:18.529 --> 00:28:25.049 But really the work comes in the preparation of your lifetime. What led you 419 00:28:25.089 --> 00:28:27.720 to this moment to be able to deliver this information, and then knowing your 420 00:28:27.759 --> 00:28:32.640 audience so well that you can get up and deliver something that they need to 421 00:28:32.759 --> 00:28:36.240 hear. Wow, hey, and I've been the benefactor of that. I've 422 00:28:36.279 --> 00:28:42.069 heard you speak on live stages and I think I would guess that that's probably 423 00:28:42.069 --> 00:28:47.990 your favorite group to speak to, is principal chiropractors, because absolutely yeah, 424 00:28:47.990 --> 00:28:51.750 I can just tell, man, your juices are flowing and you're so excited 425 00:28:51.829 --> 00:28:56.779 and it just comes across so authentic and and and what you said, and 426 00:28:56.259 --> 00:29:00.859 I you kind of nailed it for me. When I hear you speak in 427 00:29:00.980 --> 00:29:03.579 that type of set is it is about me. You're talking to me. 428 00:29:03.859 --> 00:29:08.059 It's like, how did she knows deal with I I just love that about 429 00:29:08.059 --> 00:29:12.809 you. And and that's such a key nugget right there. One last question. 430 00:29:12.849 --> 00:29:15.410 I know we're run out of time. We could go on for hours 431 00:29:15.490 --> 00:29:22.170 on this. You know this whole thing of a procedurally sound practice. You've 432 00:29:22.250 --> 00:29:25.720 created a real referral culture and I get the outside and you do the concert, 433 00:29:25.799 --> 00:29:29.440 you public speak, you put yourself out there. You're outside a lot, 434 00:29:30.160 --> 00:29:34.079 but once they're in there, there with you. Were just a couple 435 00:29:34.160 --> 00:29:37.960 little tips, and we'll close with this, that you could give some docks 436 00:29:37.000 --> 00:29:41.349 on the call today of how to just create this culture of referrals in your 437 00:29:41.390 --> 00:29:47.150 practice. I think the most important thing of all is to understand that, 438 00:29:47.269 --> 00:29:49.710 while you may see a hundred patients today, you may see a thousand patients 439 00:29:49.710 --> 00:29:53.819 today, you may see ten patients today, for that patient, that one 440 00:29:53.940 --> 00:29:59.579 patient, you are the only chiropractor they're seeing today and you have to remember 441 00:29:59.619 --> 00:30:03.859 that this is not just a routine job. You're not just twisting screws onto 442 00:30:03.940 --> 00:30:07.410 bolts and it's not just another screw that you're twisting. This is this person's 443 00:30:07.569 --> 00:30:11.289 life that they're trusting you with. Yeah, and so when they are underneath 444 00:30:11.329 --> 00:30:15.009 you, you may see a hundred but they are the only one that matters. 445 00:30:15.490 --> 00:30:18.690 And so when they are underneath your hands, other people walking by don't 446 00:30:18.690 --> 00:30:22.920 matter, the phone's ringing don't matter. Someone in the next room over trying 447 00:30:22.920 --> 00:30:26.839 to have a conversation with you. Let them wait till it's their turn. 448 00:30:26.200 --> 00:30:32.400 Give that patient your full and undivided attention. Now, when there's little babies 449 00:30:32.440 --> 00:30:36.430 and their kids are running around underneath them, is it completely easy to give 450 00:30:36.430 --> 00:30:38.789 them a hundred percent attention? No, but that's when you incorporate the kids 451 00:30:38.829 --> 00:30:41.750 into doing the adjustments with you. But if you, if you first and 452 00:30:41.829 --> 00:30:47.750 foremost give your patient you're full and undivided attention, it makes them feel special, 453 00:30:48.029 --> 00:30:51.099 it makes them feel like they are the only one that matters, and 454 00:30:51.259 --> 00:30:56.140 that feeling is so empowering to people when they feel like, wow, my 455 00:30:56.339 --> 00:30:59.859 doctor really cares about me, my doctor goes out of the way for me. 456 00:31:00.299 --> 00:31:03.299 They will go out of their way to do things for you, and 457 00:31:03.460 --> 00:31:07.410 that might mean bringing your business cards to a lunch that they're going to or 458 00:31:07.529 --> 00:31:11.529 telling their coworkers about you or bringing their family in. But they'll also look 459 00:31:11.609 --> 00:31:18.089 to you as their resource, as their respected doctor. That's first and foremost. 460 00:31:18.289 --> 00:31:21.920 If you get that right, I think so many other things will be 461 00:31:22.039 --> 00:31:25.599 easier. And then when you're with them, don't make the conversation. You 462 00:31:25.759 --> 00:31:27.319 know, how do you feel today? What about the weather? What about 463 00:31:27.440 --> 00:31:30.000 you know this, that and the other thing. How are you functioning? 464 00:31:30.480 --> 00:31:33.230 Have you been sleeping since you're under care? You seem to be walking better. 465 00:31:33.349 --> 00:31:37.150 You Look Great. I saw you walking in. You're walking so much 466 00:31:37.150 --> 00:31:40.950 better. You look like you're standing up better. Talk about function more than 467 00:31:41.509 --> 00:31:45.309 feeling and you'll get a better reaction from that. And here's what I would 468 00:31:45.309 --> 00:31:48.940 say. If you deal in a pain model, you have two outcomes. 469 00:31:49.259 --> 00:31:53.019 The pain goes away and they go away. The pain doesn't go away and 470 00:31:53.059 --> 00:31:57.660 they go away. So either way you're going to lose the patient. But 471 00:31:57.700 --> 00:32:00.730 if you deal in a function model, you're going to have a much better 472 00:32:00.769 --> 00:32:05.450 outcome because they're going to understand it's not about pain, it's about my body 473 00:32:05.490 --> 00:32:07.890 functioning at a better level. It's not how I feel, it's how I 474 00:32:07.089 --> 00:32:13.849 heal and with that mentality, if you're speaking into that mentality when they're in 475 00:32:13.890 --> 00:32:16.720 your office on a regular basis, they start to understand this is a long 476 00:32:17.119 --> 00:32:22.000 term game here. This is like we're not just here for ones choose. 477 00:32:22.000 --> 00:32:23.640 He's just like going to the gym. You're going to go for as long 478 00:32:23.680 --> 00:32:27.200 as you want to stay healthy. You're going to keep coming in for as 479 00:32:27.279 --> 00:32:29.839 long as you want to stay healthy, and that applies to your children, 480 00:32:30.150 --> 00:32:32.470 your coworkers, your colleagues, your friends, your family members, you know, 481 00:32:32.549 --> 00:32:37.109 anyone that you know people in the groups that you go to. Now, 482 00:32:37.549 --> 00:32:40.309 once you have those things down, figure out who is your ideal patient 483 00:32:42.109 --> 00:32:45.019 and target them. If you love the mom and the dad that are running 484 00:32:45.019 --> 00:32:49.700 kids to different sports and they dropping kids off at your office and two parents, 485 00:32:49.740 --> 00:32:51.660 you know, the parent and two kids are going that way and the 486 00:32:51.779 --> 00:32:53.940 other parents going with one kid this way. If that's your kind of people, 487 00:32:54.019 --> 00:32:57.619 then you need to understand what makes them tick, what are their values? 488 00:32:57.900 --> 00:32:59.849 Where do they go, what do they do, what are they involved 489 00:32:59.890 --> 00:33:02.609 in, and how do you get to more people like that? And that's 490 00:33:02.650 --> 00:33:07.130 how you start to build a referral based practice, because you're speaking into the 491 00:33:07.170 --> 00:33:10.329 value systems of your Avatar, of your ideal patient, of the people you 492 00:33:10.410 --> 00:33:15.079 want to attract. Wow, okay, I'm ready to start over. A 493 00:33:15.200 --> 00:33:20.440 man, that is so good. I tell you that. That just speaks 494 00:33:20.480 --> 00:33:23.519 volumes into that young doctor right now who's struggle mean out there as far as 495 00:33:23.640 --> 00:33:27.549 those kind of three keys. You know, and I get it. Man, 496 00:33:27.670 --> 00:33:30.069 focus on the person you're with and get out of that pain model, 497 00:33:30.190 --> 00:33:36.230 get into the function model and then figure out your ideal Avatar and learn their 498 00:33:36.710 --> 00:33:38.869 everything you can't about them. Ah, so good. I was taking notes. 499 00:33:39.349 --> 00:33:42.859 I love it. I wish we had more time. I want to 500 00:33:42.940 --> 00:33:45.140 thank you so much for taking the time out of your busy schedule to do 501 00:33:45.339 --> 00:33:50.380 this. I know you love helping chiropractors and when we asked you to do 502 00:33:50.539 --> 00:33:52.099 this, you didn't even hesitate, and I just love that about you. 503 00:33:52.700 --> 00:33:55.450 And so we're going to for sure have you back on and so, for 504 00:33:55.569 --> 00:33:59.170 those of you that took the time today to tune into this, I just 505 00:33:59.329 --> 00:34:04.970 want to applaud you and encourage you and say time spent on personal development like 506 00:34:05.130 --> 00:34:08.690 this is never wasted time. This is valuable time and what you've learned from 507 00:34:08.769 --> 00:34:14.400 Cathy today will completely change your trajectory of your life and your practice. I 508 00:34:14.519 --> 00:34:17.920 also want to thank Kiro touch for their desire to do a podcast like this 509 00:34:19.079 --> 00:34:22.360 that's really all about you guys, just like Cathy talked about, and I 510 00:34:22.440 --> 00:34:28.230 think the the spirit behind this is just to love on and help our beloved 511 00:34:28.309 --> 00:34:31.550 profession. Now is our time, guys, this is our time to rise 512 00:34:32.070 --> 00:34:37.750 and shine in this ever confusing times, and so thank you, Cairo touch 513 00:34:37.389 --> 00:34:39.699 and again. My Name is Dr Ronnie and I just want to thank you 514 00:34:39.739 --> 00:34:44.699 for tuning in and I want to make sure that you stay healthy and make 515 00:34:44.739 --> 00:34:46.780 sure you're staying well adjusted. Have a great day. You guys.