5:13 PM
THURSDAY
MARCH 31, 2011
Wow, I have to say, the year is really rolling by.
I'm working with a lot of doctors and business people
and things are just getting better and better.
So, what makes a great order form?
I’ve got three words for you.
Last things first.That's what one of my mentors
blogged the other day. I'm going to share his insights
today because you need to know what it takes to make
a great registration form, enrollment form, etc.
Lots of copywriters tackle the sales letter first.
I know I do.
Some start by writing pages of bullets and culling
the best for the headline. I don't. I like to write the
headline first, and then the subheads, but hey, that's
just me.
Other people prefer building an elaborate outline and
filling in the blanks as they go. Whatever works for you.
But I’m partial to the
“last things first” approach by starting with the order
form.
Why?
Not only do you wind up with a higher converting order
form when you focus on it FIRST, per my mentor, but
it makes the process of creating the sales letter a
whole lot more efficient... in his eyes.
IDEA YOU NEED TO REMEMBER!!
Think of the order form as your destination on a
commercial airline flight.
If your destination is Los Angeles, you can get
there many different ways. If you fly Southwest
Airlines, it might take stops through a half-dozen
cities (and several sodas spilled on you) but you’ll
get to L.A.
Same with your order form.
That’s the destination your sales letter is taking your
prospects, so it pays to know exactly where you’re going first.
But creating compelling order forms — called “coupons” in
space advertising — is an art form in itself.
I decided to take two examples from a company that sold
nearly $500 million worth of info products back in the
1980s, and give you six simple rules you can use for
better conversions, whether you’re online, offline or both.
Rule #1: Don’t call it an “order form.”
Call it a “response form,” an “enrollment form” or
better yet a “no-risk trial enrollment form,” if that’s
the case. This is one of those little semantic finesses
that eases the prospect into the sale verses telegraphing
that he’s reaching into his wallet.
Rule #2: Make your response form an affirmation and phrase the copy consistently in the first person tense of your prospect.
Like this: “YES! I accept your invitation to evaluate “YOUR OFFICE” without risk or obligation. You will send my first appointment time next week and subsequent ones the first Tuesday of each month.”
And, the reason for this?
The first person tense lets you harmonize with your prospect and is the equivalent of a remote handshake. So, if you’ve done your job in the sales copy, this helps consummate the deal. If, however, your prospect reads the offer first, this will get him into the body copy.
Rule #3: Restate the main benefit, so the prospect is clear about why he’s responding.
Example: “An easy way to take the first step toward amassing a fortune in real estate.”
Also, essential for those prospects, mentioned above,
who read the offer first.
Rule #4: Make the terms crystal clear.
This is, perhaps, the most important aspect of your order form,
especially if this is your prospect’s first purchase with you.
Tell the person exactly what’s going to happen and when… sans surprises.
And, if it contains a continuity or till forbid element, then here are three sub-rules to keep in mind.
* Say so.
* Say so.
* Say so.
This can’t be emphasized enough.
After the backlash against hidden continuity over the
last few years, it’s amazing some marketers still try to
pull this in 2011, but they do. If you’re a marketing chiro,
then you should be looking for more and better ways of building
continuity into your offers. Just be totally transparent about
it and never bury it in the fine print.
Acquiring and keeping a customer or patient for life is a simple
thing. Set the customer’s or patient's expectations… meet
(or exceed) them… sell them something else. (Rinse and repeat.)
This is the heart of the response form that let’s you achieve this.
Fulfilling what you say when you say sounds simple and mechanical,
yet it seems half the business world falls short on this. Just
setting and meeting your customers’ or patients' expectations
places you among the top 10% of businesses.
This example of clear terms comes from the Successful Real Estate
Investing coupon.
I understand this is a trial enrollment only. Shortly after I receive Lessons 1 and 2, you’ll send me Lessons 3 and 4, which I can review for 15 days before making my decision about the program. If I decide not to continue, I’ll return Lessons 3 and 4 at that time — and owe you nothing. If I wish to continue with the program, you will send me the remaining lessons according to the terms described above.
Rule #5: Don’t overload them with response options.
How many ways can customers or patients respond to your advertising?
* Phone
* Fax
* Online
* Direct mail coupon
Obviously, this is influenced in part by payment options but the rule is:
less is more.
When you give your prospects too many ways to respond, you’ll lose sales.
Give them TWO, maybe THREE, but never any more than that.
NEVER!
There’s almost always a predominant way customers respond
(when given a choice) and one other way.
If you sell with space advertising, then the telephone is
usually the primary way customers respond.
Ditto for television.
If by direct mail, depending on your market, fax may be the
primary way customers respond. It’s important to know this
and reign in the options on the order coupon.
Rule #6: Mention other important information.
If you know the HOT buttons of your market,
you’ve got additional ways to jack up response.
Is your product or service potentially tax deductible?
Then say so.
This can be the tipping point for many respondents.
Or how about this scenario?
“If I buy this DVD on Smart Investing, then maybe
telemarketers will hound me day and night about mutual funds.”
Valid concern.
The great Gary Bencivenga targets this in the response
form with this simple line of copy:
“No salesperson will ever call on me.”
So, that’s it for the 6 rules.
I suggest you print out these two print ad
coupons and put them on your desktop. I did
and I'm already creating my own. OH I forgot,
you can't print them out. I'm the only one that
has access to them.
Sorry.
Dr. Carney
Acupuncturist
Chiropractic Physician
Copywriter
Marketer
Coach
And remember, “last things first.”
Life is good when you know what marketing can do for you!!
It is a GREAT LIFE!
Thursday, March 31, 2011
Wednesday, March 30, 2011
The Oprah Winfrey Guide to SUCCESS
Hey,
It's 7:45 AM
Wednesday
I'm sitting on the couch, with Dodie and Calli Lynn, getting ready to make a post.
I was searching the internet today and I ran across a post by one of my female mentors. Yeah I have female mentors as well as male mentors, so deal with it.
HA HA
Anyway, here's what she wrote. I'm going to be writing my own ideas as well, but you're going to learn alot today in this post, so settle in and make sure you take some good notes.
Kim wrote: Growing up, Oprah Winfrey was a staple in our family. My grandmother taped
Oprah’s show every day religiously at 4 o’ clock. So I got lots of ‘Oprah Time’. I was generally just an innocent bystander – but my grandmother was a hard-core Oprah Fan!
Now that I’ve grown up, I must admit I’m becoming a bit of an Oprah groupie myself :)
Not only for the show itself but also for the brilliance behind Oprah’s strategic
business vision. The iconic brand she has built. And the authenticity that has built a cult-like fan base.
Oprah has built her community of raving fans simply by being Oprah. By being
real and authentic. We don’t think of Oprah as locked away in some Ivory
tower. We think of her as someone that we could chat with over coffee. This to me was something that stood out. We think of her as someone that we could chat with over coffee. If you can get your patients and clients to think that, then you've hit a home run.
She is one of the most influential people of all time but yet undeniably human. Her transparency is what attracts people. If you don't get that, you'd better because it can make you very successful.
What separates Oprah is her willingness to be completely human. Oprah has
never shied away from sharing the more intimate, personal details of her life.
I have to tell you from my own personal experience, it's not a good thing to be that transparent in most cases, but because she is who she is, Oprah can get away doing this.
She has openly shared incredibly difficult and personal topics such as being
raped when she was nine, using cocaine in her twenties, as well as her
ongoing battle with obesity.
Like all of us, Oprah has a story.
Here's the lesson of the day. If you can tell a story and a transparent one at that, people will connect with you and want to be around you.
And her willingness to share that story is a big part of what has made her a household name. Heck I'd be more transparent if it made me a billion dollars.
Just kidding.
This is also why I think Oprah is uniquely positioned to become the next social
media rock star. Now I don't use social media but this is or can be huge for someone that likes to dable in FACEBOOK, etc.
Oprah joined Twitter back in 2009 – attracting 5.4 million followers with less
than 200 tweets under her belt.
But she just recently started truly engaging with her Twitter community on Sunday night when she created her very first Tweetathon! Hmmm, that does sound interesting.
#OprahLiveTweet quickly became a top trending topic.
Can you believe it?
Oprah is now using Twitter hashtags! This girls got skills :) I don't know what they are, but hey, if they help, then by all means, use them.
In fact, Oprah was even tweeting out videos on TwitVid.com – leading up to the premiere of “Oprah Behind the Scenes”.
She created videos from her home, in the kitchen, and even on the treadmill!
Wow, she needs to talk to me about losing weight. I could be Dr. Carney, Chiropractor and Weight Loss Expert. I could be like Dr. Phil. LOL, yeah right.
Oprah’s very own brand of authenticity ;)
Do you have your very own brand of authenticity? I don't unless you consider my M.E.N.'s newsletter...
Back to Oprah...
But it’s not just Twitter!
Oprah is flexing her social muscles across the web with her own Facebook page, YouTube account, mobile applications, and ever her own “Oprah Community“. And I'm going to tell you a little secret. Oprah is not coming up with all these ideas. She has a team of people working and masterminding for her, but... when you're Oprah, almost anything you do is going to be successful.
Oprah is combining the power of traditional media with social platforms to widen
her audience and engage with her community on an even deeper level.
Using the very same tools that are available to you!
You have the opportunity right now to create your own brand
network, broadcasting your content via social media and building
a community around your brand. (If you want to)
And I’m going to show you the top 10 social sharing tools to
help you do just that!
Oprah is already using quite a few of these and I’m sure she’ll be adding a few
others to her social toolbox soon.
Someone send her the memo ;)
Hmmm, bet she'll respond to it on Twitter. yeah right!
1. TweetMeme Button – You’ll find the all-important ‘retweet’ button on every page of Oprah.com – along with the Facebook Like button (which we’ll be
getting to in a moment.) But the first key to going viral is making sure that
your content is easy to share. The two most important social sharing buttons
you’ll need on your site are Facebook and Twitter.
These two are like Big Foot and his kid sister, respectively. And when it comes
to Twitter, my favorite plugin for increasing your ReTweet power is called the
Tweetmeme Retweet button.
This powerful little plugin is used by some of the biggest websites online,
including TechCrunch.com, Mashable.com, CNET.com, Wired, Times Magazine,
and just about any website with a pulse.
2. Facebook Like Button – Facebook surpassed Google last year as being the top dog online. Facebook is allowing us to not only increase our traffic but also
to engage with our community and create conversations around our brand. The
easiest way to integrate Facebook into your blog is using the FB Like Button.
Using this plugin, you can position the Facebook Like Button at the top
and bottom of every blog post. Plus, what’s also really cool is that
for visitors who are logged into Facebook, the button is personalized to
highlight friends who have already liked the page – adding an additional
layer of social proof.
Whenever someone clicks your Facebook Like button, it automatically
posts a status update on their profile with a link to your article as
well. So now you instantly have increased exposure and visibility.
Are you starting to see why Facebook is becoming THE social powerhouse
online?
Social media is allowing us to build an extra layer of engagement that
WAY too many people are taking for granted. And those who start building
social equity now, are going to be the one’s to win the game. But even
more importantly, those who provide REAL value and build REAL relationships
are the one’s who are going to see exponential growth from the built-in
viral nature of social media.
3. Wibiya Sharebar. Here’s a cool tool that allows your visitors to
interact with your different social profiles WITHOUT leaving your website.
The Wibiya toolbar allows your readers to tweet, write on your Facebook
fan page and share your content directly from your website.
Wibiya also provides you with a feature-rich dashboard with full
statistics on how people are interacting with your toolbar.
Some of the top blogger’s using Wibiya include Mari Smith, Darren
Rowse’s Digital Photography School and Social Media Examineer.
They also have a number of add-on applications that allow you to add
lots of additional options. One of the cool one’s I saw was called
Notifier Pro – which allows you to create live notifications on your website.
4. Facebook Like Box
You’ll also find this little doozie on Oprah.com :)
The Like Box allows your visitors to like your Facebook Page directly
from your website. You can see ours in the right sidebar.
The Facebook Like Box is one of the easiest ways to increase your
fanbase.
You can create your own custom Facebook Like Box at
http://developers.facebook.com/docs/reference/plugins/like-box/
If you want to customize the look and feel of your Facebook
Like Box with css, check out this cool tutorial at:
http://www.daddydesign.com/wordpress/how-to-customize-your-facebook-fan-box/
5. Facebook Comments – I have to admit, this one has me pretty excited!
The Facebook Comments Box Social Plugin has recently added some
new features that have massive implications for us as marketers.
Each time someone ‘comments’ on your page, that comment appears on their
News Feed, which also links back to your website. Pretty cool, huh?
Each comment creates a built-in viral sharing effect as long as the user leaves
the “Post to Facebook” box checked when posting a comment.
Plus, the really cool part here is that you can put comments on ANY page.
It doesn’t have to just be your blog. You can put the Facebook Comments
on your webinar registration page, the thank-you page, the replay page,
Pre-Launch pages, and anywhere else your heart desires.
For example, let’s say I do a free webinar for my subscribers, I would add the
Facebook Comments Plugin to the registration page, the thank-you page, and
the replay page. Each page would include the same comments and social share
buttons. So you’ve now tripled your opportunity for increased engagement and
social sharing.
Sports blog network SB Nation reported a 4x increase in Facebook referral traffic after switching to Facebook Comments on their blog network. Examiner.com
saw Facebook referrals double. The traffic potential of Facebook comments is
incomparable to ANY of it’s current competitors.
However, I have to admit I haven’t switched my blog over yet because of the
limited login capabilities. The Facebook comments systems requires you to
login via either your Facebook account or your Yahoo Id. So still a bit
limited. But I’m sure additional options will be coming soon.
But I’m still hoping Disqus finds a way to integrate the new Facebook Comments system.
However, I will be using Facebook Comments extensively Live Webinar Events
and Product Pre-Launch Events.
6. Twitter Follow Badge – Looking for a really simple way to grow your Twitter followers? The Twitter Follow Badge is one of the easiest ways to get some
extra exposure. This Wordpress Plugin creates a nifty little button that always
remains on the page as your visitors scroll through content. A quick and easy
way to instantly grow your Twitter following.
7. Digg Digg – This Wordpress plugin creates a fully customizable floating ShareBar for your blog. Digg Digg is an all-in-one social voting plugin. It
creates a vertical toolbar that flows down the page as you scroll through
the content.
You can see the effect in action on every post at Mashable.com.
This simple plugin allows you to easily increase your exposure on sites like Digg,
Twitter, Facebook, and more. But you don’t want to add ALL of the buttons. I
like to keep it limited to the critical few that are going to give me the most bang
for my buck. So I keep it limited to sites like Twitter, Facebook, and StumbleUpon.
8. TweetChat.com – There are lots of ways to use Twitter to increase your
traffic. However, one of the more untapped avenues is a cool tool called TweetChat.com.
A TweetChat is basically a chat room based around a particular hashtag.
TweetChat.com allows you to host live Twitter Chats with your community.
They’re kind of like LIVE Webinars – but instead of being hosted through
something like GoToWebinar – they’re hosted through Twitter. Tweetchat
participants meet on Twitter at a set day and time and use a specific hashtags
to identify their topic.
Each TweetChat also gets it’s own dedicated ‘room’ at TweetChat.com. Now, I
know that can sound kind of complicated but it’s not. TweetChat simply allows
you to isolate the hashtag discussion from everything else going on at Twitter.
Simply go to TweetChat.com and enter your hashtag at the top.
A ‘virtual room’ is then automatically created with a continuous flow of
conversation that includes that specific hashtag.
This tool is a ‘must-have’ for the event organizer so that they can follow the
conversation of their event (i.e. TweetChat) without all of the other distractions
on Twitter.
TweetChat is a great tool for adding an extra layer of engagement and social
sharing for your events, webinars, and live trainings.
To learn more about how to best utilize TweetChats, check out some of the
articles below…
TweetChats – The Cool New Way to Network and Learn on Twitter
9 Tips on Moderating a Tweet Chat
Tweetchats: How They Help Grow Your Business
Follow-Up for Your TweetChat to Make It Continue Working for You
9. Vpype – If you want to take things to the next level, you can do LIVE
broadcasts with Vpype. Vpyp is the only live, interactive video broadcast
application made just for Facebook!
All you need is a webcam and a microphone to create your own show and chat
with your community in real-time.
This simple app allows you to add LIVE broadcasts to your Facebook page in
one click!
The web is becoming personal and social video is one of the best ways to
engage your community and build loyal fans.
10. Networked Blogs
My favorite Facebook App for automatically submitting your latest blog posts straight to your Facebook Fan page is called Networked Blogs.
Their syndication feature allows you to
automatically publish your new blog posts
to Facebook Pages and to your Twitter account.
Now is the time to start building your social equity on sites like
Facebook and Twitter.
We are living through one of the golden
ages of entrepreneurship.
Anyone with an Internet connection has the opportunity to build their brand online.
The gatekeepers have been demolished and the playing field is wide open for
those who are willing to put in some sweat equity.
You’ve got the tools… now build your empire!
Listen if you're not using social media, it's probably a good thing for you to get into or hire someone to do it for you. I know you're in a business and you might think it's not for you, but hey, if you're in a business don't you want some new customers or patients?
Hey, Kim did a great job and she gave you a lot of content, so use it if you can and I hope you keep reading my blogs. I may not think of everything, but I'm always looking.
Dr. Carney
It's 7:45 AM
Wednesday
I'm sitting on the couch, with Dodie and Calli Lynn, getting ready to make a post.
I was searching the internet today and I ran across a post by one of my female mentors. Yeah I have female mentors as well as male mentors, so deal with it.
HA HA
Anyway, here's what she wrote. I'm going to be writing my own ideas as well, but you're going to learn alot today in this post, so settle in and make sure you take some good notes.
Kim wrote: Growing up, Oprah Winfrey was a staple in our family. My grandmother taped
Oprah’s show every day religiously at 4 o’ clock. So I got lots of ‘Oprah Time’. I was generally just an innocent bystander – but my grandmother was a hard-core Oprah Fan!
Now that I’ve grown up, I must admit I’m becoming a bit of an Oprah groupie myself :)
Not only for the show itself but also for the brilliance behind Oprah’s strategic
business vision. The iconic brand she has built. And the authenticity that has built a cult-like fan base.
Oprah has built her community of raving fans simply by being Oprah. By being
real and authentic. We don’t think of Oprah as locked away in some Ivory
tower. We think of her as someone that we could chat with over coffee. This to me was something that stood out. We think of her as someone that we could chat with over coffee. If you can get your patients and clients to think that, then you've hit a home run.
She is one of the most influential people of all time but yet undeniably human. Her transparency is what attracts people. If you don't get that, you'd better because it can make you very successful.
What separates Oprah is her willingness to be completely human. Oprah has
never shied away from sharing the more intimate, personal details of her life.
I have to tell you from my own personal experience, it's not a good thing to be that transparent in most cases, but because she is who she is, Oprah can get away doing this.
She has openly shared incredibly difficult and personal topics such as being
raped when she was nine, using cocaine in her twenties, as well as her
ongoing battle with obesity.
Like all of us, Oprah has a story.
Here's the lesson of the day. If you can tell a story and a transparent one at that, people will connect with you and want to be around you.
And her willingness to share that story is a big part of what has made her a household name. Heck I'd be more transparent if it made me a billion dollars.
Just kidding.
This is also why I think Oprah is uniquely positioned to become the next social
media rock star. Now I don't use social media but this is or can be huge for someone that likes to dable in FACEBOOK, etc.
Oprah joined Twitter back in 2009 – attracting 5.4 million followers with less
than 200 tweets under her belt.
But she just recently started truly engaging with her Twitter community on Sunday night when she created her very first Tweetathon! Hmmm, that does sound interesting.
#OprahLiveTweet quickly became a top trending topic.
Can you believe it?
Oprah is now using Twitter hashtags! This girls got skills :) I don't know what they are, but hey, if they help, then by all means, use them.
In fact, Oprah was even tweeting out videos on TwitVid.com – leading up to the premiere of “Oprah Behind the Scenes”.
She created videos from her home, in the kitchen, and even on the treadmill!
Wow, she needs to talk to me about losing weight. I could be Dr. Carney, Chiropractor and Weight Loss Expert. I could be like Dr. Phil. LOL, yeah right.
Oprah’s very own brand of authenticity ;)
Do you have your very own brand of authenticity? I don't unless you consider my M.E.N.'s newsletter...
Back to Oprah...
But it’s not just Twitter!
Oprah is flexing her social muscles across the web with her own Facebook page, YouTube account, mobile applications, and ever her own “Oprah Community“. And I'm going to tell you a little secret. Oprah is not coming up with all these ideas. She has a team of people working and masterminding for her, but... when you're Oprah, almost anything you do is going to be successful.
Oprah is combining the power of traditional media with social platforms to widen
her audience and engage with her community on an even deeper level.
Using the very same tools that are available to you!
You have the opportunity right now to create your own brand
network, broadcasting your content via social media and building
a community around your brand. (If you want to)
And I’m going to show you the top 10 social sharing tools to
help you do just that!
Oprah is already using quite a few of these and I’m sure she’ll be adding a few
others to her social toolbox soon.
Someone send her the memo ;)
Hmmm, bet she'll respond to it on Twitter. yeah right!
1. TweetMeme Button – You’ll find the all-important ‘retweet’ button on every page of Oprah.com – along with the Facebook Like button (which we’ll be
getting to in a moment.) But the first key to going viral is making sure that
your content is easy to share. The two most important social sharing buttons
you’ll need on your site are Facebook and Twitter.
These two are like Big Foot and his kid sister, respectively. And when it comes
to Twitter, my favorite plugin for increasing your ReTweet power is called the
Tweetmeme Retweet button.
This powerful little plugin is used by some of the biggest websites online,
including TechCrunch.com, Mashable.com, CNET.com, Wired, Times Magazine,
and just about any website with a pulse.
2. Facebook Like Button – Facebook surpassed Google last year as being the top dog online. Facebook is allowing us to not only increase our traffic but also
to engage with our community and create conversations around our brand. The
easiest way to integrate Facebook into your blog is using the FB Like Button.
Using this plugin, you can position the Facebook Like Button at the top
and bottom of every blog post. Plus, what’s also really cool is that
for visitors who are logged into Facebook, the button is personalized to
highlight friends who have already liked the page – adding an additional
layer of social proof.
Whenever someone clicks your Facebook Like button, it automatically
posts a status update on their profile with a link to your article as
well. So now you instantly have increased exposure and visibility.
Are you starting to see why Facebook is becoming THE social powerhouse
online?
Social media is allowing us to build an extra layer of engagement that
WAY too many people are taking for granted. And those who start building
social equity now, are going to be the one’s to win the game. But even
more importantly, those who provide REAL value and build REAL relationships
are the one’s who are going to see exponential growth from the built-in
viral nature of social media.
3. Wibiya Sharebar. Here’s a cool tool that allows your visitors to
interact with your different social profiles WITHOUT leaving your website.
The Wibiya toolbar allows your readers to tweet, write on your Facebook
fan page and share your content directly from your website.
Wibiya also provides you with a feature-rich dashboard with full
statistics on how people are interacting with your toolbar.
Some of the top blogger’s using Wibiya include Mari Smith, Darren
Rowse’s Digital Photography School and Social Media Examineer.
They also have a number of add-on applications that allow you to add
lots of additional options. One of the cool one’s I saw was called
Notifier Pro – which allows you to create live notifications on your website.
4. Facebook Like Box
You’ll also find this little doozie on Oprah.com :)
The Like Box allows your visitors to like your Facebook Page directly
from your website. You can see ours in the right sidebar.
The Facebook Like Box is one of the easiest ways to increase your
fanbase.
You can create your own custom Facebook Like Box at
http://developers.facebook.com/docs/reference/plugins/like-box/
If you want to customize the look and feel of your Facebook
Like Box with css, check out this cool tutorial at:
http://www.daddydesign.com/wordpress/how-to-customize-your-facebook-fan-box/
5. Facebook Comments – I have to admit, this one has me pretty excited!
The Facebook Comments Box Social Plugin has recently added some
new features that have massive implications for us as marketers.
Each time someone ‘comments’ on your page, that comment appears on their
News Feed, which also links back to your website. Pretty cool, huh?
Each comment creates a built-in viral sharing effect as long as the user leaves
the “Post to Facebook” box checked when posting a comment.
Plus, the really cool part here is that you can put comments on ANY page.
It doesn’t have to just be your blog. You can put the Facebook Comments
on your webinar registration page, the thank-you page, the replay page,
Pre-Launch pages, and anywhere else your heart desires.
For example, let’s say I do a free webinar for my subscribers, I would add the
Facebook Comments Plugin to the registration page, the thank-you page, and
the replay page. Each page would include the same comments and social share
buttons. So you’ve now tripled your opportunity for increased engagement and
social sharing.
Sports blog network SB Nation reported a 4x increase in Facebook referral traffic after switching to Facebook Comments on their blog network. Examiner.com
saw Facebook referrals double. The traffic potential of Facebook comments is
incomparable to ANY of it’s current competitors.
However, I have to admit I haven’t switched my blog over yet because of the
limited login capabilities. The Facebook comments systems requires you to
login via either your Facebook account or your Yahoo Id. So still a bit
limited. But I’m sure additional options will be coming soon.
But I’m still hoping Disqus finds a way to integrate the new Facebook Comments system.
However, I will be using Facebook Comments extensively Live Webinar Events
and Product Pre-Launch Events.
6. Twitter Follow Badge – Looking for a really simple way to grow your Twitter followers? The Twitter Follow Badge is one of the easiest ways to get some
extra exposure. This Wordpress Plugin creates a nifty little button that always
remains on the page as your visitors scroll through content. A quick and easy
way to instantly grow your Twitter following.
7. Digg Digg – This Wordpress plugin creates a fully customizable floating ShareBar for your blog. Digg Digg is an all-in-one social voting plugin. It
creates a vertical toolbar that flows down the page as you scroll through
the content.
You can see the effect in action on every post at Mashable.com.
This simple plugin allows you to easily increase your exposure on sites like Digg,
Twitter, Facebook, and more. But you don’t want to add ALL of the buttons. I
like to keep it limited to the critical few that are going to give me the most bang
for my buck. So I keep it limited to sites like Twitter, Facebook, and StumbleUpon.
8. TweetChat.com – There are lots of ways to use Twitter to increase your
traffic. However, one of the more untapped avenues is a cool tool called TweetChat.com.
A TweetChat is basically a chat room based around a particular hashtag.
TweetChat.com allows you to host live Twitter Chats with your community.
They’re kind of like LIVE Webinars – but instead of being hosted through
something like GoToWebinar – they’re hosted through Twitter. Tweetchat
participants meet on Twitter at a set day and time and use a specific hashtags
to identify their topic.
Each TweetChat also gets it’s own dedicated ‘room’ at TweetChat.com. Now, I
know that can sound kind of complicated but it’s not. TweetChat simply allows
you to isolate the hashtag discussion from everything else going on at Twitter.
Simply go to TweetChat.com and enter your hashtag at the top.
A ‘virtual room’ is then automatically created with a continuous flow of
conversation that includes that specific hashtag.
This tool is a ‘must-have’ for the event organizer so that they can follow the
conversation of their event (i.e. TweetChat) without all of the other distractions
on Twitter.
TweetChat is a great tool for adding an extra layer of engagement and social
sharing for your events, webinars, and live trainings.
To learn more about how to best utilize TweetChats, check out some of the
articles below…
TweetChats – The Cool New Way to Network and Learn on Twitter
9 Tips on Moderating a Tweet Chat
Tweetchats: How They Help Grow Your Business
Follow-Up for Your TweetChat to Make It Continue Working for You
9. Vpype – If you want to take things to the next level, you can do LIVE
broadcasts with Vpype. Vpyp is the only live, interactive video broadcast
application made just for Facebook!
All you need is a webcam and a microphone to create your own show and chat
with your community in real-time.
This simple app allows you to add LIVE broadcasts to your Facebook page in
one click!
The web is becoming personal and social video is one of the best ways to
engage your community and build loyal fans.
10. Networked Blogs
My favorite Facebook App for automatically submitting your latest blog posts straight to your Facebook Fan page is called Networked Blogs.
Their syndication feature allows you to
automatically publish your new blog posts
to Facebook Pages and to your Twitter account.
Now is the time to start building your social equity on sites like
Facebook and Twitter.
We are living through one of the golden
ages of entrepreneurship.
Anyone with an Internet connection has the opportunity to build their brand online.
The gatekeepers have been demolished and the playing field is wide open for
those who are willing to put in some sweat equity.
You’ve got the tools… now build your empire!
Listen if you're not using social media, it's probably a good thing for you to get into or hire someone to do it for you. I know you're in a business and you might think it's not for you, but hey, if you're in a business don't you want some new customers or patients?
Hey, Kim did a great job and she gave you a lot of content, so use it if you can and I hope you keep reading my blogs. I may not think of everything, but I'm always looking.
Dr. Carney
Tuesday, March 29, 2011
9:21 PM
Tuesday
Hi Doc,
I had a great day. I met with a man about some
skin care that is so natural, it only has a shelf
life of four months.
Yeah, just four months.
It's a healthy skin and anti aging program, and
it shows you results, the same day. I was totally
impressed with the results. It makes you look ten years
younger, that day.
So I'm now a distributor. Woohoo.
Okay, let's do some marketing.
Here’s a way to create your ad that’s been used
by some of the most profitable ads of all time.
Essentially, you have somebody take center stage…
then you include a story about a woe that your
customer or patient can relate to, and then show
why your service is the solution to their problem.
Let’s take a look at how this concept could be
used in a few different industries first, just in
case you don't think something in chiropractic
can work in every other profession or job:
Weight Loss: I was fat. Now I’m thin.
Business Opportunity: I was poor. Now I’m rich.
Beauty: I was starting to age. Now I’m looking
ten years younger.
But what about the ordinary business like a
plumber, real estate agent or accountant. Could they
also try this strategy?
Let’s take a look:
A plumber could make one of their customers the
star. The customer could tell a story about how their
existing plumbing wouldn’t work… even after having another
plumber come out and inspect the problem. But when
they got on the blower to Jacks Plumbing, they were on
time, clean, took their shoes off at the door and fixed
the problem right away.
Here’s the headline:
“The Astonishing Story Of Why This Frustrated California
Housewife Fired Her Lazy Plumber”
If a real estate agent was trying to attract listings,
then they could make the customer the star by talking about
the fact they had their house on the market with another
agent… with virtually no interest. But when they listed
their property with CA Real Estate Agency, their
revolutionary approach SOLD the property in just 17 days.
Here’s the headline:
How A Local Mechanic Sold His Home In Seventeen Days By
Taking His Real Estate Agents Advice - And Tossing It In
The Trash!
An accountant could ask one of his clients to star in
an advertisement where they explain how they were paying
over $67,864 in taxes.
But after working with C.A.T. accountants, they reduced
this amount to $48,493 saving themselves over $18,000.
Here’s the headline:
Struggling Computer Company Accidentally Discovers A
Legal Way To Save Over $18,000 A Year On Taxes
Did you notice how I turned around what some people
would call a boring business (accounting, plumbing,
real estate) and made it an irresistible read?
That’s what adding the human element can do. In essence,
the reason behind the success of this strategy is two-fold…
#1. The human element. Pick up any magazine from your
local newspaper and you’re guaranteed to find plenty
of stories in there about everyone from celebrities to
your average Joe.
#2. Overcoming adversity. Everyone loves an underdog and
by using this approach you tap into this appeal. (By the way,
have you ever seen the movie “The Pursuit Of Happiness”
starring Will Smith. This is a perfect example of this
concept. Watch it and notice how it effects you as you do,
because your patients will have the same reaction to this
sort of advertising.
#3. Non threatening. By telling a story
about somebody else, you are not threatening your readers.
For example, in a business opportunity ad or sales letter the star
can say “I felt like a loser” whereas you wouldn’t win any friends by
saying: “Do you feel like a loser because you haven’t made
enough money / lost the weight you promised yourself to lose, etc.”
Ok.
Do you want to see a real example of this concept in
action? Keep reading this blog. I'll come up with one
for you so you will have a real example.
Dr. Carney
Tuesday
Hi Doc,
I had a great day. I met with a man about some
skin care that is so natural, it only has a shelf
life of four months.
Yeah, just four months.
It's a healthy skin and anti aging program, and
it shows you results, the same day. I was totally
impressed with the results. It makes you look ten years
younger, that day.
So I'm now a distributor. Woohoo.
Okay, let's do some marketing.
Here’s a way to create your ad that’s been used
by some of the most profitable ads of all time.
Essentially, you have somebody take center stage…
then you include a story about a woe that your
customer or patient can relate to, and then show
why your service is the solution to their problem.
Let’s take a look at how this concept could be
used in a few different industries first, just in
case you don't think something in chiropractic
can work in every other profession or job:
Weight Loss: I was fat. Now I’m thin.
Business Opportunity: I was poor. Now I’m rich.
Beauty: I was starting to age. Now I’m looking
ten years younger.
But what about the ordinary business like a
plumber, real estate agent or accountant. Could they
also try this strategy?
Let’s take a look:
A plumber could make one of their customers the
star. The customer could tell a story about how their
existing plumbing wouldn’t work… even after having another
plumber come out and inspect the problem. But when
they got on the blower to Jacks Plumbing, they were on
time, clean, took their shoes off at the door and fixed
the problem right away.
Here’s the headline:
“The Astonishing Story Of Why This Frustrated California
Housewife Fired Her Lazy Plumber”
If a real estate agent was trying to attract listings,
then they could make the customer the star by talking about
the fact they had their house on the market with another
agent… with virtually no interest. But when they listed
their property with CA Real Estate Agency, their
revolutionary approach SOLD the property in just 17 days.
Here’s the headline:
How A Local Mechanic Sold His Home In Seventeen Days By
Taking His Real Estate Agents Advice - And Tossing It In
The Trash!
An accountant could ask one of his clients to star in
an advertisement where they explain how they were paying
over $67,864 in taxes.
But after working with C.A.T. accountants, they reduced
this amount to $48,493 saving themselves over $18,000.
Here’s the headline:
Struggling Computer Company Accidentally Discovers A
Legal Way To Save Over $18,000 A Year On Taxes
Did you notice how I turned around what some people
would call a boring business (accounting, plumbing,
real estate) and made it an irresistible read?
That’s what adding the human element can do. In essence,
the reason behind the success of this strategy is two-fold…
#1. The human element. Pick up any magazine from your
local newspaper and you’re guaranteed to find plenty
of stories in there about everyone from celebrities to
your average Joe.
#2. Overcoming adversity. Everyone loves an underdog and
by using this approach you tap into this appeal. (By the way,
have you ever seen the movie “The Pursuit Of Happiness”
starring Will Smith. This is a perfect example of this
concept. Watch it and notice how it effects you as you do,
because your patients will have the same reaction to this
sort of advertising.
#3. Non threatening. By telling a story
about somebody else, you are not threatening your readers.
For example, in a business opportunity ad or sales letter the star
can say “I felt like a loser” whereas you wouldn’t win any friends by
saying: “Do you feel like a loser because you haven’t made
enough money / lost the weight you promised yourself to lose, etc.”
Ok.
Do you want to see a real example of this concept in
action? Keep reading this blog. I'll come up with one
for you so you will have a real example.
Dr. Carney
Monday, March 28, 2011
Welcome to the DARK SIDE
11:19 PM
Monday
March 28, 2011
Hello.
It's my time again.
You'll learn something very special today.
In my experience, testimonials almost always enhance
a promo package… except… when they don’t. If you're
offering something special to get people interested in
you or your office, you might want to think about using
more testimonials.
What might make for a bad time to use a testimonial?
Most often, when the testimonial itself just plain stinks.
I know you may not understand what I'm saying so I've already
thought of this.
For instance… When it’s emotionally unsatisfying and vague:
“I found your book very useful.”
When it’s too gushy:
“I love your book! It’s the best one I’ve ever read!
The exclamation point on my keyboard is stuck!!!”
When it’s too polished or pretentious:
“We delight in your intrepid and yet profitable handling
of territory so treacherous as options investing.”
When you’ve used stock photos instead of real ones:
Rule of thumb: Most of your potential patients probably do
NOT have bleached teeth or airbrushed faces. And most of
them do not wear t-shirts that have been pressed and dry-cleaned
before the photo shoot either.)
When they’re a legal risk or
just plain fake:
“I’ve secretly used this investment newsletter to pick stocks
for years. I’d be working at McDonald’s without it.” –
Warren Buffer, Omaha.
Or when the customer seems too embarrassed to sign it:
“I like your stuff, really I do. – Anonymous”
We could go on finding many ways testimonials won’t do
what you want them to do. But how about how to make
sure you get good testimonials and use them properly?
Here’s a truism based on experience:
Good services, first and foremost, better your chances
of getting good testimonials.
Bottom line: There’s no way to get good testimonials
without applying a little elbow-grease and a little
creative harvesting.
That said, copywriting legend John Caples had a tip.
Try running a testimonial-gathering contest.
Caples liked to give customers a chance to fill in the following line:
“Finish this sentence in 25 words or less:
I like ____________________ because…”
And in return, he would offer every participant a small prize.
Here’s another great idea, based on an insight from mentor
Michael Masterson: “Ask them what their life was like before
they called your office… what their life is like now… and,
specifically, how your services helped them make that change.”
Good ideas, don’t you think?
If you like what you learned today, write me a comment or send
me an email.
drroddc@yahoo.com
Dr. Carney
P.S. Again, I love marketing and I love chiropractic and what it
does for the health of any patient, so if you like what you're
learning let me know because I want to continue blogging if you
like what you're learning.
Monday
March 28, 2011
Hello.
It's my time again.
You'll learn something very special today.
In my experience, testimonials almost always enhance
a promo package… except… when they don’t. If you're
offering something special to get people interested in
you or your office, you might want to think about using
more testimonials.
What might make for a bad time to use a testimonial?
Most often, when the testimonial itself just plain stinks.
I know you may not understand what I'm saying so I've already
thought of this.
For instance… When it’s emotionally unsatisfying and vague:
“I found your book very useful.”
When it’s too gushy:
“I love your book! It’s the best one I’ve ever read!
The exclamation point on my keyboard is stuck!!!”
When it’s too polished or pretentious:
“We delight in your intrepid and yet profitable handling
of territory so treacherous as options investing.”
When you’ve used stock photos instead of real ones:
Rule of thumb: Most of your potential patients probably do
NOT have bleached teeth or airbrushed faces. And most of
them do not wear t-shirts that have been pressed and dry-cleaned
before the photo shoot either.)
When they’re a legal risk or
just plain fake:
“I’ve secretly used this investment newsletter to pick stocks
for years. I’d be working at McDonald’s without it.” –
Warren Buffer, Omaha.
Or when the customer seems too embarrassed to sign it:
“I like your stuff, really I do. – Anonymous”
We could go on finding many ways testimonials won’t do
what you want them to do. But how about how to make
sure you get good testimonials and use them properly?
Here’s a truism based on experience:
Good services, first and foremost, better your chances
of getting good testimonials.
Bottom line: There’s no way to get good testimonials
without applying a little elbow-grease and a little
creative harvesting.
That said, copywriting legend John Caples had a tip.
Try running a testimonial-gathering contest.
Caples liked to give customers a chance to fill in the following line:
“Finish this sentence in 25 words or less:
I like ____________________ because…”
And in return, he would offer every participant a small prize.
Here’s another great idea, based on an insight from mentor
Michael Masterson: “Ask them what their life was like before
they called your office… what their life is like now… and,
specifically, how your services helped them make that change.”
Good ideas, don’t you think?
If you like what you learned today, write me a comment or send
me an email.
drroddc@yahoo.com
Dr. Carney
P.S. Again, I love marketing and I love chiropractic and what it
does for the health of any patient, so if you like what you're
learning let me know because I want to continue blogging if you
like what you're learning.
Sunday, March 27, 2011
Nature is Great
7:50 AM
Sunday
I love nature as a chiropractor. I love marketing and I love helping people. I had an older couple come over and they were complaining about their health. Both were taking at least 7 different types of medications,
The man was getting worse and worse, and could hardly walk because he was dizzy. The female was in a lot of pain and was taking a lot of medication daily.
Well after just one adjustment, they were amazed. He was walking more steadily, and she, well she sat up and didn't know what to say.
It was amazing.
That's why I love chiropractic. It works.
Here's something I think you'll like if you like nature and letting nature do it's own thing. You have to know how to connect with animals, but when you have a patient that is in a lot of pain, you need to connect with them. When you do, you can help them far better than if you're just pushing around on them.
Nature is good and all you have to do is tune in to it and it'll let you reap the rewards.
Dr. Carney
Sunday
I love nature as a chiropractor. I love marketing and I love helping people. I had an older couple come over and they were complaining about their health. Both were taking at least 7 different types of medications,
The man was getting worse and worse, and could hardly walk because he was dizzy. The female was in a lot of pain and was taking a lot of medication daily.
Well after just one adjustment, they were amazed. He was walking more steadily, and she, well she sat up and didn't know what to say.
It was amazing.
That's why I love chiropractic. It works.
Here's something I think you'll like if you like nature and letting nature do it's own thing. You have to know how to connect with animals, but when you have a patient that is in a lot of pain, you need to connect with them. When you do, you can help them far better than if you're just pushing around on them.
Nature is good and all you have to do is tune in to it and it'll let you reap the rewards.
Dr. Carney
Friday, March 25, 2011
Are You Like Jackson
Hey,
It's Friday.
I've been working on a sales letter for a client, so I thought
I'd stop working on that, and send you a blog post.
It's 11:36 AM so here we go.
If you think you have insurmountable problems and the world is
closing in on you, let me tell you about a dog named Jackson.
Jackson's parents were taken away from him when he was a pup.
He has been placed in four different homes.
Twice, he's been beaten, kicked and abandoned by the side of the
road.
He's only seven pounds with huge black ears and has a bowlegged
gate.
Plus, he has a slight overbite. Cute though.
You would never guess from this sad upbringing that today strides a
confident, smiling, always tail wagging, loving dog.
He strides purposefully, fearlessly, greeting even the biggest
dogs.
So despite life's challenges, he never gives up or uses his
background as an excuse to be held back, handicapped or left out.
PS. Try not to let your past hold you back any longer.
And when it does, just think of Jackson.
Dr. Carney
I've spent the last year or so writing my M.E.N.'s newsletters and writing copy and ads for doctors all over the U.s. My goal is to create ads that are fascinating
and get results.
And I'm giving most of my life's work away for FREE.
My ads are superior to most ads out there.
The information is more dynamic and dense and patients love it..
Dr. Carney
PPS I might even blog more later. We'll see. If you check, you might be surprised.
It's Friday.
I've been working on a sales letter for a client, so I thought
I'd stop working on that, and send you a blog post.
It's 11:36 AM so here we go.
If you think you have insurmountable problems and the world is
closing in on you, let me tell you about a dog named Jackson.
Jackson's parents were taken away from him when he was a pup.
He has been placed in four different homes.
Twice, he's been beaten, kicked and abandoned by the side of the
road.
He's only seven pounds with huge black ears and has a bowlegged
gate.
Plus, he has a slight overbite. Cute though.
You would never guess from this sad upbringing that today strides a
confident, smiling, always tail wagging, loving dog.
He strides purposefully, fearlessly, greeting even the biggest
dogs.
So despite life's challenges, he never gives up or uses his
background as an excuse to be held back, handicapped or left out.
PS. Try not to let your past hold you back any longer.
And when it does, just think of Jackson.
Dr. Carney
I've spent the last year or so writing my M.E.N.'s newsletters and writing copy and ads for doctors all over the U.s. My goal is to create ads that are fascinating
and get results.
And I'm giving most of my life's work away for FREE.
My ads are superior to most ads out there.
The information is more dynamic and dense and patients love it..
Dr. Carney
PPS I might even blog more later. We'll see. If you check, you might be surprised.
Wednesday, March 23, 2011
What a Mess! (you better read this now)
Hi there,
It's Wednesday
9:37 AM, 2011
Here's what one of my mentors wrote today.
Read it. I'll get back to you later and tell you
what I think about a few other things, but with
that said, here's what he wrote.
If there is something that makes a big difference,
I'll write in ALL CAPS LIKE THIS. This way you know it's
me commenting on what he's saying.
Fair enough?
"Back in my University days, I put myself through school, and
nurtured my entrepreneurial spirit, by owning a College Pro
Painting Franchise. I had started my own painting company in
high school, and it was only natural to take this bigger and
better with the College Pro name behind me.
I PERSONALLY THINK WE'RE DUMBING DOWN OUR YOUTH. YEAH THE GAMES
ARE GREAT, AND THE COMPUTER IS WONDERFUL, BUT THEY'RE INSIDE MORE
THAN THEY'RE OUTSIDE. JUST MY THOUGHTS ON THAT ONE.
It was a fabulous way to spend my summers, and had 8 painters
working for me at any given time, and usually 4 houses on the go.
MY MENTOR WAS ON A ROLL IF YOU KNOW WHAT I MEAN. I COULD STAND TO
HAVE EIGHT PAINTERS WORKING FOR ME RIGHT NOW AND MAKING THAT EXTRA
MONEY. GO FIGURE THAT OUT. LOL
Like me, there were quite a few other franchise owners and
managers who were putting themselves through school.
...One guy, we'll call him Keith, had this fantasy about going
out to a house to do a quote, and meeting up with the hot and
bothered house wife. THAT'S JUST HORMONES IF YOU DIDN'T KNOW.
You see it in the movies (well, a certain kind of movie anyhow),
and to Keith it was his ultimate fantasy.
...It drove him to work harder every summer.
...It fired him up talking about this great escapade that he was
'going to find'.
...He knocked on doors on weekends looking for home owners who
needed painting done.
...He was relentless in his pursuit of the housewife fantasy.
So, me and some of the other managers did what many others would
have done... we set him up. THIS IS DEFINITELY A MAN'S THING...
SETTING PEOPLE UP, EVEN YOUR FRIENDS.
I lived in a house he had never seen before, so we had the
ultimate setting.
We had one of the managers girlfriend phone and set up a time for
Keith to come out and do the quote.
We had hidden cameras set up inside the house so we wouldn't miss
a thing.
...We had it planned perfectly.
Keith comes out to the house, the girlfriend was there looking
all cute and house-wife-ish.
Me and the other managers were hiding nearby.
...It went without a hitch.
Keith thought he had died and gone to heaven.
He done the walk around. Worked out the proposal. And gone
inside to present his painting job.
She was all professional at first, hearing him out and letting
him give her his best sales pitch.
Then she started joking around with him. Flirting a bit.
Insinuating that he come out and paint the house himself...
shirtless.
...Then she offered him a beer.
Which he gladly accepted as his eyes twinkled, thinking ad
believing that THIS WAS IT!!!
She turned on the music and started to get close to him, even
offering to give him a little dance show.
Well, Keith was grinning ear to ear right about now (remember, we
had it ALL on video).
She got him to take off his shirt.
He was already planning out how he was going to brag this one up.
And then the door knocked.
Quietly at first.
Then this booming voice behind the door started SCREAMING at her
to "open the $%^$%^ing door!!
Who the HELL is in there with you?
Who's truck is that in the driveway?"
By now Keith was in FULL PANIC MODE.
Then the door busted in and a very scary biker-looking dude came
charging in.
Keith near wet himself right then and there.
He took off like a bat out of hell...
...out the front door
...into his truck
...burning away at light speed
(he even forgot his shirt there!!)
We actually had to get one of the managers to chase after him in
his own truck to make sure Keith didn't get in an accident!
He caught up with him and told him the truth.
Meanwhile the rest of us had been busting our guts and watching
the video of Keith's face when that door busted in.
It was the funniest thing I have ever done.
And the only real lesson I have in this one is this...
...Keith had a passion that drove him to be highly successful in
his painting business.
He wanted to find that one housewife.
It pushed him to knock on more doors.
To quote more painting jobs.
To close more deals and hire more painters.
...It made him one of THE most successful franchise owners.
He got what he wanted, kind of.
He sure made a boat load of money those summers, we all did (it
was a FANTASTIC summer gig).
...All kidding aside here - what is YOUR over riding passion?
...What is your big audacious goal for your business.
...When you reach a certain milestone - how will you reward
yourself?
This one seemingly simple little thing can be THE MOST IMPORTANT
THING YOU DO IN YOUR BUSINESS.
Find it.
And let it drive you to succeed beyond your wildest dreams.
If I could track down that video - I would LOVE to share it - but
it disappeared years ago... sadly.
Funniest thing I ever did or saw."
Now did you notice that it was easy to read that long copy.
It wasn't boring. It was fun and you were riveted to the next
sentence.
That's how you want your marketing to be.... FUN.
That's what this blog is all about. Teaching you what it takes to make
more money, without working harder and longer. If you're still in that mode,
you're only hurting yourself. Learn how to market, so when you make a sale,
you make another sale, almost on the spot.
When you send something in the mail, always include something personal
in the box. It'll make buying from you EASY. Write a handwritten thank you
card and stop being so lazy.
Hey I'm just trying to save you some money. Actually I'm trying to make you
more money.
It's all up to you.
And please, don't forget me. Who have you referred to this blog this week?
If you're my friend, and you like what I do, then share this with someone.
Don't keep me a secret, and always have fun and a passion for what you do.
I do and that's why I'm writing this to you. I don't care if you're a chiropractor or just a person in business. This all applies to you.
I love chiropractic and I love doing what I do in marketing, because I think marketing is everything. Learn how to do that and you can be successful in anything.
ANYTHING.
Love ya,
Stay warm, stay cool, and do what you love.
Dr. Carney
It's Wednesday
9:37 AM, 2011
Here's what one of my mentors wrote today.
Read it. I'll get back to you later and tell you
what I think about a few other things, but with
that said, here's what he wrote.
If there is something that makes a big difference,
I'll write in ALL CAPS LIKE THIS. This way you know it's
me commenting on what he's saying.
Fair enough?
"Back in my University days, I put myself through school, and
nurtured my entrepreneurial spirit, by owning a College Pro
Painting Franchise. I had started my own painting company in
high school, and it was only natural to take this bigger and
better with the College Pro name behind me.
I PERSONALLY THINK WE'RE DUMBING DOWN OUR YOUTH. YEAH THE GAMES
ARE GREAT, AND THE COMPUTER IS WONDERFUL, BUT THEY'RE INSIDE MORE
THAN THEY'RE OUTSIDE. JUST MY THOUGHTS ON THAT ONE.
It was a fabulous way to spend my summers, and had 8 painters
working for me at any given time, and usually 4 houses on the go.
MY MENTOR WAS ON A ROLL IF YOU KNOW WHAT I MEAN. I COULD STAND TO
HAVE EIGHT PAINTERS WORKING FOR ME RIGHT NOW AND MAKING THAT EXTRA
MONEY. GO FIGURE THAT OUT. LOL
Like me, there were quite a few other franchise owners and
managers who were putting themselves through school.
...One guy, we'll call him Keith, had this fantasy about going
out to a house to do a quote, and meeting up with the hot and
bothered house wife. THAT'S JUST HORMONES IF YOU DIDN'T KNOW.
You see it in the movies (well, a certain kind of movie anyhow),
and to Keith it was his ultimate fantasy.
...It drove him to work harder every summer.
...It fired him up talking about this great escapade that he was
'going to find'.
...He knocked on doors on weekends looking for home owners who
needed painting done.
...He was relentless in his pursuit of the housewife fantasy.
So, me and some of the other managers did what many others would
have done... we set him up. THIS IS DEFINITELY A MAN'S THING...
SETTING PEOPLE UP, EVEN YOUR FRIENDS.
I lived in a house he had never seen before, so we had the
ultimate setting.
We had one of the managers girlfriend phone and set up a time for
Keith to come out and do the quote.
We had hidden cameras set up inside the house so we wouldn't miss
a thing.
...We had it planned perfectly.
Keith comes out to the house, the girlfriend was there looking
all cute and house-wife-ish.
Me and the other managers were hiding nearby.
...It went without a hitch.
Keith thought he had died and gone to heaven.
He done the walk around. Worked out the proposal. And gone
inside to present his painting job.
She was all professional at first, hearing him out and letting
him give her his best sales pitch.
Then she started joking around with him. Flirting a bit.
Insinuating that he come out and paint the house himself...
shirtless.
...Then she offered him a beer.
Which he gladly accepted as his eyes twinkled, thinking ad
believing that THIS WAS IT!!!
She turned on the music and started to get close to him, even
offering to give him a little dance show.
Well, Keith was grinning ear to ear right about now (remember, we
had it ALL on video).
She got him to take off his shirt.
He was already planning out how he was going to brag this one up.
And then the door knocked.
Quietly at first.
Then this booming voice behind the door started SCREAMING at her
to "open the $%^$%^ing door!!
Who the HELL is in there with you?
Who's truck is that in the driveway?"
By now Keith was in FULL PANIC MODE.
Then the door busted in and a very scary biker-looking dude came
charging in.
Keith near wet himself right then and there.
He took off like a bat out of hell...
...out the front door
...into his truck
...burning away at light speed
(he even forgot his shirt there!!)
We actually had to get one of the managers to chase after him in
his own truck to make sure Keith didn't get in an accident!
He caught up with him and told him the truth.
Meanwhile the rest of us had been busting our guts and watching
the video of Keith's face when that door busted in.
It was the funniest thing I have ever done.
And the only real lesson I have in this one is this...
...Keith had a passion that drove him to be highly successful in
his painting business.
He wanted to find that one housewife.
It pushed him to knock on more doors.
To quote more painting jobs.
To close more deals and hire more painters.
...It made him one of THE most successful franchise owners.
He got what he wanted, kind of.
He sure made a boat load of money those summers, we all did (it
was a FANTASTIC summer gig).
...All kidding aside here - what is YOUR over riding passion?
...What is your big audacious goal for your business.
...When you reach a certain milestone - how will you reward
yourself?
This one seemingly simple little thing can be THE MOST IMPORTANT
THING YOU DO IN YOUR BUSINESS.
Find it.
And let it drive you to succeed beyond your wildest dreams.
If I could track down that video - I would LOVE to share it - but
it disappeared years ago... sadly.
Funniest thing I ever did or saw."
Now did you notice that it was easy to read that long copy.
It wasn't boring. It was fun and you were riveted to the next
sentence.
That's how you want your marketing to be.... FUN.
That's what this blog is all about. Teaching you what it takes to make
more money, without working harder and longer. If you're still in that mode,
you're only hurting yourself. Learn how to market, so when you make a sale,
you make another sale, almost on the spot.
When you send something in the mail, always include something personal
in the box. It'll make buying from you EASY. Write a handwritten thank you
card and stop being so lazy.
Hey I'm just trying to save you some money. Actually I'm trying to make you
more money.
It's all up to you.
And please, don't forget me. Who have you referred to this blog this week?
If you're my friend, and you like what I do, then share this with someone.
Don't keep me a secret, and always have fun and a passion for what you do.
I do and that's why I'm writing this to you. I don't care if you're a chiropractor or just a person in business. This all applies to you.
I love chiropractic and I love doing what I do in marketing, because I think marketing is everything. Learn how to do that and you can be successful in anything.
ANYTHING.
Love ya,
Stay warm, stay cool, and do what you love.
Dr. Carney
Monday, March 21, 2011
How a Single Bullet Can Get a Customer to Buy
How a Single Bullet Can Get a Customer to Buy
Monday
8:46 AM
I remember going to a marketing workshop with Jay Abraham in 1999.
The price of the workshop was $5000. I left my office for a few days which cost me money, plus there was travel involved. And yes, the usual accommodation and food expenses.
In all it was going to cost me almost $6,5000 to get to this one workshop.
And I made the decision on the basis of a single bullet.
What kind of bullet am I talking about?
These are the fascinating bullet points that you see on effective sales pages. Or in highly readable blog content. You’ll also see bullets on the cover of magazines and newspapers, even if they don’t use an actual bullet symbol.
You could say they are short headlines made to get your attention.
If you want to sell more effectively, here’s how bullets can help you.
When you’re writing copy — or creating a speech, rehearsing a presentation, or writing an article for that matter — don’t sit down and start with your text or sales copy.
Start with bullets instead. You know, little ideas.
Once you have your headline, (which you should spend a ton of time on) but before you start drafting the full text, bullets help you clear your mind. They focus your marketing message.
You may not think this is important, but I was watching the celebrity apprentice last night, and I have to tell you, celebrities have no clue on how to organize their time and their efforts. It's a wonder any of them are successful. I will tell you that most of their success comes from the people you never see or hear about. Okay, enough about the apprentice. (If you get a chance, watch it and you'll see what I'm talking about.)
Let me give you an example of bullets in YOUR marketing material.
* The Successful Doctor's Secret. How to get customers and patients to call
you instead of you chasing them.
* How to get your fees paid 100% in advance - every time.
* How to create a huge demand for your chiropractic services. This secret is
over 10,000 years old and works every single time. And most doctors don't
use it.
* Why your website, business card and your advertising can turn out to be a total waste of resources and effort. How the eye sees things and what causes customers to REALLY buy. (It's not what you think.)
* The secrets of being able to sell the same service at up to 400%
higher prices.
* How to create a sequential system that will bring business even if you don’t have a single new patient looking at your ads.
* The Three Prong system. This tool will change the way you look at your
business forever. Ignore at your risk and lose millions in revenue over your
career.
* How we got over $40,000 worth of products complimentary this year alone … and how you can do the same with just three simple phone calls.
* Piggybacking: You’ll laugh and cry when you see how simple it is to piggyback
on the success of others. The more the others succeed, the more you succeed.
And all at zero cost to you.
* The Secrets of Conversion. How to engage and make your patient never want to leave you, and instead, continuously buy from you as a patient.
Those are just the bullets. I haven't written the sales letter yet, but do you want to be a part of it? Are you ready to plop down your credit card if the price isn't out of reach for you?
Bullets are your foundational material. Bullets free you to run wild with your thoughts and create the outline for your sales copy and syllabus. They’re usually tightly focused on benefits, so they’re appealing to customers. And they help the customer make a decision.
Often, the customer may be too busy to read every word of your copy. So they’ll skim until they reach the bullets.
Then they hit the brakes.
What made me hit the brakes back in 1999????
One bullet caused me to stop and decide to spend all that money on that single workshop.
That one bullet was my starting point. From then on, everything I read on that sales page was just an added bonus. The more I read, the more I felt that it was exactly what I was looking for.
But let’s get one thing straight:
One bullet alone can’t take the entire load. The rest of the sales page needs to do the job as well. It should be congruent, but that's where a copywriter comes in. If you have the main idea, then things are going to be a lot easier.
We know this to be true, because if we turned things around and put just one bullet on the page — and no other sales copy — I would most certainly not have bought the workshop.
* The Successful Doctor's Secret. How to get customers and patients to call you instead of you chasing them.
Do you see what I mean. Once I take that ONE BULLET and isolate it, it does not have the same effectiveness.
But the one bullet acted as a brake.
It stopped me, and then got me to re-evaluate everything else.
And that’s why bullets are so darned important.
No matter how good your marketing material, your customer will usually buy for just one reason. Get that one point across to that patient and they'll be calling your office, even if you sell antiques.
They’ll pick one bullet out of the whole lot and say, ‘Yeah, that’s what I really, really want!’ And they’ll buy. I do it that way, so I know that's how buyers think. So before you go into that long-winded presentation; before you write copy; before you do anything:
Write your bullets.
They’re the key to getting people to stop, read, and then buy.
Have a great Monday.
It's sunny here, but hey, it's a great day.
Dr. Carney
Chiropractor
Copywriter
Acupuncturist
Thursday, March 17, 2011
I love it.
Thursday
4:49 PM
Hey, listen to this and tell me how you feel.
This is the type of song that gets me excited and
marketing like a big dog.
4:49 PM
Hey, listen to this and tell me how you feel.
This is the type of song that gets me excited and
marketing like a big dog.
Charlie Sheen, the SECRET to WINNING ( I think)
Thursday
8:24 AM
Hey, top of the morning to you.
If you're reading this, you're probably interested in my blog, you're a business person who is really wanting to learn HOW to market yourself, or (c) you were reading my M.E.N. newsletter and decided to click on this.
Well today, even though it's early, I'm going to talk about good ole' Charlie Sheen.
The Charlie Sheen Guide to Winning! And let me qualify that statement: at Online Marketing
The Charlie Sheen Guide to Winning!
Unless you’ve been living without electricity for the last few weeks, you’ve no doubt witnessed what might be the biggest celebrity meltdown in the history of … EVER or the best way to brand yourself without trying to spend a MILLION.
Charlie Sheen has skated along what I would call a downward spiral, going from the highest paid actor in television --- to an unemployed “winner,” ranting about conspiracies, tiger blood and Adonis DNA to anyone who will lend him an ear or microphone.
Though we don’t know how this epic tale of the Malibu Messiah will eventually end, and it’s difficult to discuss without delicate considerations for drug abuse and Sheen’s questionable mental state, believe it or not there are a few things Sheen is doing right. Here are a few valuable branding lessons we can learn from this fiasco.
Before we get started, I am not suggesting you start taking buckets of drugs, which I would never recommend, kicking it like Charlie does with porn stars, or neglecting your young children. (In fact, please let me say this again. Don’t do any of these things.)
But here's the kicker. There’s no denying some of Sheen’s antics can work wonders in the attention-seeking world of marketing — as long as you find the balance at the lip of Crazy Canyon without throwing yourself over the edge. Now let's talk about...
Being yourself
Charlie Sheen lives without apology, embracing his vices, making love to his weaknesses, and getting high on a drug called “Charlie Sheen” If you don't believe that, watch some of his interviews. He'll tell you that he's the best at everything, straight out and that he is entitled to what he was being paid, plus more.
This has tremendous appeal. Sheen attracts people who dig his FREE spirit, along with those folks who love to watch the crazy train as it threatens to derail. It builds curiosity.
Fine-tune your public persona. Amplify certain angles, exaggerate others, and create the YOU that’s most appealing for your MARKET. Now if you're a chiropractor like me, you have to be careful. If you're an actor, then you have more leeway.
Never be a phony, but think of all the larger-than-life people you know — and how they present a side of themselves that’s fit for public consumption.
And if you happen to have Adonis DNA, by all means, don’t keep it to yourself.
Embrace the catchphrase
Sheen turned his “Duh, winning” into a marketable catchphrase, already being screened and inked on a line of tee-shirts. And you can almost 'smell the popcorn of the upcoming movie screening'.
Sheen took a phrase which was being used to mock him for his crazy rants and twisted it to his advantage, as though it was just another “torpedo of truth.”
Develop a catchphrase for your brand. You have to be clever though. Stop being boring. Jeez, you're never going to be what you want to be if... you're boring. In other words, get out of that box you're in. If your brand is tarnished, you might even find a way to inject humor into a catchphrase and hone it to your benefit.
Use your catchphrase in copy, video, and wherever else seems like a good fit.
One word of warning — it takes a special sort of personality to use a catchphrase without coming off like a phony. Be careful, but hey, if it's YOU, then by all means, go for it.
Build your tribe You can also call your tribe your followers or HERD.
Sure, Two and a Half Men wasn’t fine art, but it was a damned funny show. I thought the headline, Two and a Half Men was lame, but the show was good. I just stumbled onto it one night while surfing, and low and behold it was funny.
It was almost tailor made to Sheen’s public image, while glossing over it with a fine coating of lovable rapscallion (whatever that means), to make both the show, and its star, likable.
And while not everyone cares for that type of show or humor, you can’t be all things to all people.
Concentrate on what you do WELL, build your tribe (HERD) around it, and make no apologies to those who “don’t get it.”
You can get away with a lot –- if you deliver
Network execs and viewers overlooked Sheen’s partying and domestic violence allegations for years.
Why?
Because he delivered.
They were all making money, so everyone looked the other way.
He showed up to work and did an impressive job on Two and a Half Men, delivering laughs and ratings to what I call the Tiffany network.
Do something well enough and people will let you get away with a lot.
A lot!!!
Be a rock star.
Put yourself out there.
Say things that flip the status quo and shake every leaf from its tree. Wear glittery pants, if you want. Just make sure you’re damned good at what you do, and deliver on time.
Don’t trash the people you work for
This might prove to be the real reason Sheen got canned from Two and a Half Men. I'm not sure, but I think these people had money too and if you continue to TRASH anyone, they'll lose respect for you and then they'll resent you. When this happens, the outcome is not good.
Sheen went after show-runner Chuck Lorre with teeth bared and racist overtones; his vitriol spewing out and spilling over to other network execs. (I didn't make that sentence up. I used someone's sentence just to let you know. LOL)
People appreciate when you slaughter a few sacred cows. And you can always gather a heap of street cred saying the things others are afraid to say. (And I will say this. Most people are followers. They won't step out of line. They'll do what it takes to stay in line with the establishment) But there’s an uncrossable line you must consider.
Level personal attacks, particularly against the people who can help you, and you can’t be surprised when they come back and bite you hard.
Be unpredictable
When CBS ceased production of Two and a Half Men, Sheen could have (and probably should have) quietly retreated to rehab, or laid low, and let things pass over.
That would have been smart.
But Sheen, being the firebomb thrower he is, went on the offense, lashing out at his bosses, and taking his particular brand of dementia to the airwaves and Internet, because people would listen, because they didn't care about him, they just wanted the news. But he continued blistering critics with sound bites of awkward brilliance.
While this tactic got him FIRED, it also gave him a metric ton of buzz, and several rumored offers.
Be likable
While Sheen alienated his bosses, his biggest misstep might be his egotistical rants where he declared himself a winner with tiger blood, while castigating others as whining sheep with ugly wives and children who were just jealous of his awesome life.
People will let you get away with a lot like I said, BUT when you start insulting your customers (viewers in this case), taking them FOR granted and even looking DOWN on them, you will fall out of favor – lightning fast. You can be someone's hero, but if you constantly badger the little guy, you're going down. It may take awhile, but you're going down.
Soon enough, people will root for you to fail fast and fall hard. Yes, root for your demise.
People love to build you up, tear you down, then build you up again.
Everyone likes a story of losers turned into winners.It works and it'll work 100 years from now.
We all love stories of redemption. We like hope. It makes it easy to think, if “they” can do it, so can we. That's how you can sell and market anything. Give them a good story line and people will listen. Give them NO story and nothing happens. NOTHING.
Capitalize on that; share your story of how you overcame obstacles. Then watch what happens. People will root for you.
But be wary, because…
Familiarity breeds contempt
As much as we like to see people turn their lives around, there’s just as many people who take sheer delight in seeing people fall and fail.
READ that last line again.
The more successful the person, and the bigger the fall, the better. Don’t let people get so familiar with you that they start to root against you.
Be a winner!
Say what you want about Charlie Sheen.
Fact is, he’s got millions of people paying attention, eager to see what he’ll do next or what will happen to him next.
Here's the million dollar question. How many people are paying attention to your brand?
Dr. Carney
P.S.
Want the winning without the train wreck? Subscribe to the M.E.N. newsletter. I’ll help you turn that attention I'm talking about into a profitable business … without making an ass of yourself. If you're not reading my M.E.N., and taking action, you're not using your entire potential.
8:24 AM
Hey, top of the morning to you.
If you're reading this, you're probably interested in my blog, you're a business person who is really wanting to learn HOW to market yourself, or (c) you were reading my M.E.N. newsletter and decided to click on this.
Well today, even though it's early, I'm going to talk about good ole' Charlie Sheen.
The Charlie Sheen Guide to Winning! And let me qualify that statement: at Online Marketing
The Charlie Sheen Guide to Winning!
Unless you’ve been living without electricity for the last few weeks, you’ve no doubt witnessed what might be the biggest celebrity meltdown in the history of … EVER or the best way to brand yourself without trying to spend a MILLION.
Charlie Sheen has skated along what I would call a downward spiral, going from the highest paid actor in television --- to an unemployed “winner,” ranting about conspiracies, tiger blood and Adonis DNA to anyone who will lend him an ear or microphone.
Though we don’t know how this epic tale of the Malibu Messiah will eventually end, and it’s difficult to discuss without delicate considerations for drug abuse and Sheen’s questionable mental state, believe it or not there are a few things Sheen is doing right. Here are a few valuable branding lessons we can learn from this fiasco.
Before we get started, I am not suggesting you start taking buckets of drugs, which I would never recommend, kicking it like Charlie does with porn stars, or neglecting your young children. (In fact, please let me say this again. Don’t do any of these things.)
But here's the kicker. There’s no denying some of Sheen’s antics can work wonders in the attention-seeking world of marketing — as long as you find the balance at the lip of Crazy Canyon without throwing yourself over the edge. Now let's talk about...
Being yourself
Charlie Sheen lives without apology, embracing his vices, making love to his weaknesses, and getting high on a drug called “Charlie Sheen” If you don't believe that, watch some of his interviews. He'll tell you that he's the best at everything, straight out and that he is entitled to what he was being paid, plus more.
This has tremendous appeal. Sheen attracts people who dig his FREE spirit, along with those folks who love to watch the crazy train as it threatens to derail. It builds curiosity.
Fine-tune your public persona. Amplify certain angles, exaggerate others, and create the YOU that’s most appealing for your MARKET. Now if you're a chiropractor like me, you have to be careful. If you're an actor, then you have more leeway.
Never be a phony, but think of all the larger-than-life people you know — and how they present a side of themselves that’s fit for public consumption.
And if you happen to have Adonis DNA, by all means, don’t keep it to yourself.
Embrace the catchphrase
Sheen turned his “Duh, winning” into a marketable catchphrase, already being screened and inked on a line of tee-shirts. And you can almost 'smell the popcorn of the upcoming movie screening'.
Sheen took a phrase which was being used to mock him for his crazy rants and twisted it to his advantage, as though it was just another “torpedo of truth.”
Develop a catchphrase for your brand. You have to be clever though. Stop being boring. Jeez, you're never going to be what you want to be if... you're boring. In other words, get out of that box you're in. If your brand is tarnished, you might even find a way to inject humor into a catchphrase and hone it to your benefit.
Use your catchphrase in copy, video, and wherever else seems like a good fit.
One word of warning — it takes a special sort of personality to use a catchphrase without coming off like a phony. Be careful, but hey, if it's YOU, then by all means, go for it.
Build your tribe You can also call your tribe your followers or HERD.
Sure, Two and a Half Men wasn’t fine art, but it was a damned funny show. I thought the headline, Two and a Half Men was lame, but the show was good. I just stumbled onto it one night while surfing, and low and behold it was funny.
It was almost tailor made to Sheen’s public image, while glossing over it with a fine coating of lovable rapscallion (whatever that means), to make both the show, and its star, likable.
And while not everyone cares for that type of show or humor, you can’t be all things to all people.
Concentrate on what you do WELL, build your tribe (HERD) around it, and make no apologies to those who “don’t get it.”
You can get away with a lot –- if you deliver
Network execs and viewers overlooked Sheen’s partying and domestic violence allegations for years.
Why?
Because he delivered.
They were all making money, so everyone looked the other way.
He showed up to work and did an impressive job on Two and a Half Men, delivering laughs and ratings to what I call the Tiffany network.
Do something well enough and people will let you get away with a lot.
A lot!!!
Be a rock star.
Put yourself out there.
Say things that flip the status quo and shake every leaf from its tree. Wear glittery pants, if you want. Just make sure you’re damned good at what you do, and deliver on time.
Don’t trash the people you work for
This might prove to be the real reason Sheen got canned from Two and a Half Men. I'm not sure, but I think these people had money too and if you continue to TRASH anyone, they'll lose respect for you and then they'll resent you. When this happens, the outcome is not good.
Sheen went after show-runner Chuck Lorre with teeth bared and racist overtones; his vitriol spewing out and spilling over to other network execs. (I didn't make that sentence up. I used someone's sentence just to let you know. LOL)
People appreciate when you slaughter a few sacred cows. And you can always gather a heap of street cred saying the things others are afraid to say. (And I will say this. Most people are followers. They won't step out of line. They'll do what it takes to stay in line with the establishment) But there’s an uncrossable line you must consider.
Level personal attacks, particularly against the people who can help you, and you can’t be surprised when they come back and bite you hard.
Be unpredictable
When CBS ceased production of Two and a Half Men, Sheen could have (and probably should have) quietly retreated to rehab, or laid low, and let things pass over.
That would have been smart.
But Sheen, being the firebomb thrower he is, went on the offense, lashing out at his bosses, and taking his particular brand of dementia to the airwaves and Internet, because people would listen, because they didn't care about him, they just wanted the news. But he continued blistering critics with sound bites of awkward brilliance.
While this tactic got him FIRED, it also gave him a metric ton of buzz, and several rumored offers.
Be likable
While Sheen alienated his bosses, his biggest misstep might be his egotistical rants where he declared himself a winner with tiger blood, while castigating others as whining sheep with ugly wives and children who were just jealous of his awesome life.
People will let you get away with a lot like I said, BUT when you start insulting your customers (viewers in this case), taking them FOR granted and even looking DOWN on them, you will fall out of favor – lightning fast. You can be someone's hero, but if you constantly badger the little guy, you're going down. It may take awhile, but you're going down.
Soon enough, people will root for you to fail fast and fall hard. Yes, root for your demise.
People love to build you up, tear you down, then build you up again.
Everyone likes a story of losers turned into winners.It works and it'll work 100 years from now.
We all love stories of redemption. We like hope. It makes it easy to think, if “they” can do it, so can we. That's how you can sell and market anything. Give them a good story line and people will listen. Give them NO story and nothing happens. NOTHING.
Capitalize on that; share your story of how you overcame obstacles. Then watch what happens. People will root for you.
But be wary, because…
Familiarity breeds contempt
As much as we like to see people turn their lives around, there’s just as many people who take sheer delight in seeing people fall and fail.
READ that last line again.
The more successful the person, and the bigger the fall, the better. Don’t let people get so familiar with you that they start to root against you.
Be a winner!
Say what you want about Charlie Sheen.
Fact is, he’s got millions of people paying attention, eager to see what he’ll do next or what will happen to him next.
Here's the million dollar question. How many people are paying attention to your brand?
Dr. Carney
P.S.
Want the winning without the train wreck? Subscribe to the M.E.N. newsletter. I’ll help you turn that attention I'm talking about into a profitable business … without making an ass of yourself. If you're not reading my M.E.N., and taking action, you're not using your entire potential.
Wednesday, March 16, 2011
Scientific Advertising For The Masses
12:05 AM
Thursday (early morning)
Hello.
I'm up and blogging. I love to do it, it's just that sometimes I actually get tired. I love chiropractic, and since I love chiropractic, I write this blog.
I'm prompted to write, but I think it's worth it.
I don't know about you, but I like to utilize my money to the fullest. If you think pretty sells, then by all means waste your money.
If you want to make a big difference and do some marketing and advertising that gets measureable results, then read this.
Claude C. Hopkins wrote a book in 1923 called… My Life in Advertising and Scientific Advertising (Advertising Age Classics Library). I’m want to talk about some of the principles that he discovered in his work --- that are as true today as they were back then.
And the neat part is, they will work in any business, even antiques and chiropractic
today. All you have to do is apply them.
I’m going to quote Claude Hopkins from his book and then talk about how to apply this to your business. And please remember that this was written in 1923 and it’s from his experiences that started in the late 1800′s.Just goes to show you that anything, if it's true, can hold it's own over the years.
He said, “I will teach any man in one day that selling without samples is many times as hard as with them.”
Claude is saying that to get someone to try your service without some FREE something is much harder than giving them some services to test you out. I give $100 in FREE SERVICES, with no strings attached to get people to try my service. My members all do the same thing. We’ve tried “percentage off” offers and they do not do as well as $100 in FREE Chiropractic Services. I’ve tried $20, $30, $40 and $50 FREE SERVICE offers and they don’t work as well as $100 off. I suspect more than $100 in free services sounds too good to be true and that’s why it doesn’t work.
I would do this. TRY $10 OFF, then $20 OFF, then $30 OFF the next week. Go all the way up to $100 and record your results.
“The things we like, may appeal to a small minority. The losses occasioned in advertising by venturing on personal preference would easily pay the national debt.
We must submit all things in advertising, as in everything else, to the court of public opinion.”
My preferences and your preferences don’t matter.
Your opinion and my opinion of what we think our prospective customers will like is not important.
It’s the preferences and opinions of our prospects that matter.
I don’t use brochures.
I use sales letters because they work.
I like brochures, but I use sales letter because they work much better than brochures. It’s usually not the pretty advertisement that you and I like that works. It’s the “not pretty” ones that our prospects respond to that works.
“No argument in the world can ever compare with one dramatic demonstration. I have no sympathy with those who feel that fine language is going to sell goods at a profit.”
We can demonstrate with free services how our service works. Telling them with fine words about how it works WITHOUT giving them a free test drive will not get you as many new patients as giving them some free care.
“Tell the pains you take to excel.
Tell factors and features which others deem too commonplace to claim. Your product will come to typify those excellencies. If others claim them afterward, it will only serve to advertise you.”
If you’re in the service business, tell them how you do it differently than the other doctors in town. Explain what “Smith Chiropractic” is and what makes it different. If you read my M.E.N. about the auto mechanics, you know exactly how to do this. Make some short video’s and put them on your website. Once you explain this to the public, other doctors that explain it will only be advertising for you.
“Try to hedge or protect yourself, and human nature like to circumvent you. But remove all restrictions and say, ‘We trust you,’ and human nature likes to justify that trust. All my experience in advertising has shown that people in general are honest.”
Most people are honest.
So when you offer them $10 or $50 or $100 OFF in FREE SERVICES, they understand that it’s a “NO RISK” and the offer to try our service out is a good one. Once in a while you get a mooch and that’s just part of being in business. So remove all the fine print and just give them some FREE SERVICE to try out your chiropractic services.
I’ll continue with Part 2 in a few days.
Thursday (early morning)
Hello.
I'm up and blogging. I love to do it, it's just that sometimes I actually get tired. I love chiropractic, and since I love chiropractic, I write this blog.
I'm prompted to write, but I think it's worth it.
I don't know about you, but I like to utilize my money to the fullest. If you think pretty sells, then by all means waste your money.
If you want to make a big difference and do some marketing and advertising that gets measureable results, then read this.
Claude C. Hopkins wrote a book in 1923 called… My Life in Advertising and Scientific Advertising (Advertising Age Classics Library). I’m want to talk about some of the principles that he discovered in his work --- that are as true today as they were back then.
And the neat part is, they will work in any business, even antiques and chiropractic
today. All you have to do is apply them.
I’m going to quote Claude Hopkins from his book and then talk about how to apply this to your business. And please remember that this was written in 1923 and it’s from his experiences that started in the late 1800′s.Just goes to show you that anything, if it's true, can hold it's own over the years.
He said, “I will teach any man in one day that selling without samples is many times as hard as with them.”
Claude is saying that to get someone to try your service without some FREE something is much harder than giving them some services to test you out. I give $100 in FREE SERVICES, with no strings attached to get people to try my service. My members all do the same thing. We’ve tried “percentage off” offers and they do not do as well as $100 in FREE Chiropractic Services. I’ve tried $20, $30, $40 and $50 FREE SERVICE offers and they don’t work as well as $100 off. I suspect more than $100 in free services sounds too good to be true and that’s why it doesn’t work.
I would do this. TRY $10 OFF, then $20 OFF, then $30 OFF the next week. Go all the way up to $100 and record your results.
“The things we like, may appeal to a small minority. The losses occasioned in advertising by venturing on personal preference would easily pay the national debt.
We must submit all things in advertising, as in everything else, to the court of public opinion.”
My preferences and your preferences don’t matter.
Your opinion and my opinion of what we think our prospective customers will like is not important.
It’s the preferences and opinions of our prospects that matter.
I don’t use brochures.
I use sales letters because they work.
I like brochures, but I use sales letter because they work much better than brochures. It’s usually not the pretty advertisement that you and I like that works. It’s the “not pretty” ones that our prospects respond to that works.
“No argument in the world can ever compare with one dramatic demonstration. I have no sympathy with those who feel that fine language is going to sell goods at a profit.”
We can demonstrate with free services how our service works. Telling them with fine words about how it works WITHOUT giving them a free test drive will not get you as many new patients as giving them some free care.
“Tell the pains you take to excel.
Tell factors and features which others deem too commonplace to claim. Your product will come to typify those excellencies. If others claim them afterward, it will only serve to advertise you.”
If you’re in the service business, tell them how you do it differently than the other doctors in town. Explain what “Smith Chiropractic” is and what makes it different. If you read my M.E.N. about the auto mechanics, you know exactly how to do this. Make some short video’s and put them on your website. Once you explain this to the public, other doctors that explain it will only be advertising for you.
“Try to hedge or protect yourself, and human nature like to circumvent you. But remove all restrictions and say, ‘We trust you,’ and human nature likes to justify that trust. All my experience in advertising has shown that people in general are honest.”
Most people are honest.
So when you offer them $10 or $50 or $100 OFF in FREE SERVICES, they understand that it’s a “NO RISK” and the offer to try our service out is a good one. Once in a while you get a mooch and that’s just part of being in business. So remove all the fine print and just give them some FREE SERVICE to try out your chiropractic services.
I’ll continue with Part 2 in a few days.
I learned this today. Hope you learn it too!
Let's talk about something a mentor of mine
calls The Platitude Trap. You need to read this
post very closely if you're in business for yourself.
Platitudes and generalities roll off the human
understanding like water off a duck's back. They
make no impression whatsoever. No wonder your ads
aren't working... you're not paying attention to what
you're doing. You think people are going to
magically call you or stop in your store?
Here's what he wrote. Read it very carefully as
this is the type of auto service I'd like to do to
because it's the best of the best.
One time I consulted with an auto repair facility
that had taken the concept of innovation to heart and
was by FAR the most awesome business of its kind I've
ever seen.
Talk about "Captain Obvious." They had 63 bays,
11 mechanics who were fully ASE certified in all 8
areas of specialization, and twice as much hi-tech
equipment as any dealership, and floors so clean you
could eat off of them.
They turned out 95% of all jobs in less than 24
hours, and unconditionally guaranteed all repairs.
If you ever called in to check the status of your
car, they would patch you directly through to the
TECHNICIAN working on your car via 900 mhz phone and
he'd tell you personally how things were going.
They had a waiting room that included a play area
for your kids, free drinks and snacks, magazines that
were actually current, and bathrooms cleaner than you'll
find in your house. Their customer service people who
greeted you at the counters all wore white shirts and
ties.
The counters were rounded on the edges so they
were more comfortable to lean on.
He thought of everything.
But they had a big marketing problem: Even though
nobody could even come close to performing at their
level, their advertising looked virtually identical
to all of their less-competent competitors.
Their newspaper ads, their brochures, their mailers,
their yellow pages ad… they were all virtually
indistinguishable from other auto repair facilities.
They ended up coming to a seminar we did, and
requesting a follow up consultation.
During the consultation, I brought up the idea that
their marketing made them look basically identical to
all of their competitors.
I told them in no uncertain terms that because of
their generic ads, as far as the auto repair buying
public was concerned, they weren't any better or any
different than anyone else.
Apparently, that little comment didn't sit well
with the service manager-he nearly went postal on me:
"There's nobody else that can even touch us.
The dealerships bring cars to us that THEY can't fix.
Our mechanics are far and away the best in the state.
Nobody... and I mean nobody can say what we say."
I was a little nervous. The guy was all bent out of shape.
He was screaming and flailing around; snot was flying out of
the guy's nose he was so mad.
It's about the closest I've ever come to getting in a
fistfight during a consultation!
So finally, to try to prove the point in a civil way,
I told the owner to pull out the Yellow Pages and see what
all of his competitors were saying. There it was in black and
yellow, the same generalities and platitudes as everybody else:
"ASE certified mechanics. Foreign and Domestic Cars Serviced.
And then a long laundry list of services performed....
ranging from air conditioners to brakes to transmissions and
get this - they accept Visa and MasterCard.
Holy smokes. Let's just say, his jaw hung open for about
two minutes.... before he pointed at the page and said to
the service manager...
Look. I know this guy. His shop is terrible. His ad says
the exact same thing that ours does. In fact, I think he
copied our layout and verbiage... word for word."
He looked at the page and saw that all of the ads were
virtually identical to his.
There was no way to deny it, not when you're staring at
the evidence. Remember, right now we're not talking about who
can do what you do; who can SAY what you say?
If I were you, I'd take a hard look at your marketing, your
websites, your auto responders, everything you can. If you
don't, you're missing out on lots an lots of additional money.
That's what I mean when I tell you to market to the market
that is RIGHT with you.
I wish you the best.
Dr. Carney
P.S. Hey, I'm a chiropractor, but anything on this blog can
be used by anyone, anywhere. I don't have all the answers, but if
you read most of what I've posted on the blog, you're going to make
more money. I love doing outrageous marketing, and sometimes it
doesn't work, but you know what, at least I'm doing something and
taking ACTION. Like I said, if you're a chiropractor, you need to
start doing something that works.
calls The Platitude Trap. You need to read this
post very closely if you're in business for yourself.
Platitudes and generalities roll off the human
understanding like water off a duck's back. They
make no impression whatsoever. No wonder your ads
aren't working... you're not paying attention to what
you're doing. You think people are going to
magically call you or stop in your store?
Here's what he wrote. Read it very carefully as
this is the type of auto service I'd like to do to
because it's the best of the best.
One time I consulted with an auto repair facility
that had taken the concept of innovation to heart and
was by FAR the most awesome business of its kind I've
ever seen.
Talk about "Captain Obvious." They had 63 bays,
11 mechanics who were fully ASE certified in all 8
areas of specialization, and twice as much hi-tech
equipment as any dealership, and floors so clean you
could eat off of them.
They turned out 95% of all jobs in less than 24
hours, and unconditionally guaranteed all repairs.
If you ever called in to check the status of your
car, they would patch you directly through to the
TECHNICIAN working on your car via 900 mhz phone and
he'd tell you personally how things were going.
They had a waiting room that included a play area
for your kids, free drinks and snacks, magazines that
were actually current, and bathrooms cleaner than you'll
find in your house. Their customer service people who
greeted you at the counters all wore white shirts and
ties.
The counters were rounded on the edges so they
were more comfortable to lean on.
He thought of everything.
But they had a big marketing problem: Even though
nobody could even come close to performing at their
level, their advertising looked virtually identical
to all of their less-competent competitors.
Their newspaper ads, their brochures, their mailers,
their yellow pages ad… they were all virtually
indistinguishable from other auto repair facilities.
They ended up coming to a seminar we did, and
requesting a follow up consultation.
During the consultation, I brought up the idea that
their marketing made them look basically identical to
all of their competitors.
I told them in no uncertain terms that because of
their generic ads, as far as the auto repair buying
public was concerned, they weren't any better or any
different than anyone else.
Apparently, that little comment didn't sit well
with the service manager-he nearly went postal on me:
"There's nobody else that can even touch us.
The dealerships bring cars to us that THEY can't fix.
Our mechanics are far and away the best in the state.
Nobody... and I mean nobody can say what we say."
I was a little nervous. The guy was all bent out of shape.
He was screaming and flailing around; snot was flying out of
the guy's nose he was so mad.
It's about the closest I've ever come to getting in a
fistfight during a consultation!
So finally, to try to prove the point in a civil way,
I told the owner to pull out the Yellow Pages and see what
all of his competitors were saying. There it was in black and
yellow, the same generalities and platitudes as everybody else:
"ASE certified mechanics. Foreign and Domestic Cars Serviced.
And then a long laundry list of services performed....
ranging from air conditioners to brakes to transmissions and
get this - they accept Visa and MasterCard.
Holy smokes. Let's just say, his jaw hung open for about
two minutes.... before he pointed at the page and said to
the service manager...
Look. I know this guy. His shop is terrible. His ad says
the exact same thing that ours does. In fact, I think he
copied our layout and verbiage... word for word."
He looked at the page and saw that all of the ads were
virtually identical to his.
There was no way to deny it, not when you're staring at
the evidence. Remember, right now we're not talking about who
can do what you do; who can SAY what you say?
If I were you, I'd take a hard look at your marketing, your
websites, your auto responders, everything you can. If you
don't, you're missing out on lots an lots of additional money.
That's what I mean when I tell you to market to the market
that is RIGHT with you.
I wish you the best.
Dr. Carney
P.S. Hey, I'm a chiropractor, but anything on this blog can
be used by anyone, anywhere. I don't have all the answers, but if
you read most of what I've posted on the blog, you're going to make
more money. I love doing outrageous marketing, and sometimes it
doesn't work, but you know what, at least I'm doing something and
taking ACTION. Like I said, if you're a chiropractor, you need to
start doing something that works.
Friday, March 11, 2011
How to get what you want in just three steps....
What’s going on in your business right now, is largely a reflection of your attitudes. Yes your attitude(s).
Since you're a Chiropractor, or a Business person here's an example:
* Your attitude to investing in professional help, will be directly reflected in the level of success you are experiencing right now. If you don't invest in yourself, through reading books, seminars, workshops, newsletters, etc, you're not doing everything you can do to invest in yourself.
* Your attitude to your personal development, will be reflected in what you earn. You don’t get paid for the hour you spend with a client, patient, customer, you get PAID for THE VALUE you bring in that hour. I don't know if you knew this, but people, me included, are interested in VALUE.
* Your attitude to responsibility, will be reflected in the progress you are making or not making right now. Most of the time we blame; our past, the economy, our parents, our patients, our boss, our employees, or our star sign for our lack of progress, we will struggle. It’s not the direction of the wind, but the way we set our sails that determines where we go!
Of course, all of this is governed by our attitude to change. If you're new to chiropractic, or marketing, this will be something you want to remember and read often. If we elect to complain about our results, but refuse to make the changes required for success, we remain the same.
If you have an area of your business, which is under-performing, change your attitudes regarding it. With the right information and the decision to use that information, you can massively improve your results – even achieve life-changing results! However, this will almost always require a shift in attitudes, regarding how you feel about paying for the help you need (and / or) your self-motivation. When I coach someone, I charge them a minimal fee, but if they don't implement, then that fee is a total waste of money. I'll give them so many GEMS that they'll never catch up with me and that's my goal. To keep them busy implementing, making more and more money, by providing a GREAT service to their community. Again, summarized this means they give an extreme amount of VALUE to their community for a reasonable fee.
The great news here, is that YOU control your attitudes. Yes YOU!
No, it’s not easy to change an attitude, but it’s not that hard either; once you decide you want to get serious about your future.
My question is... are you serious? Some people give you lip service, then go back doing the same old thing they always did, then expect a change. Won't happen.
If you want to sleep better at night, remove money worries, live where you want to live and enjoy the freedom that comes with it, try this basic 3 step process. It’s what people who already enjoy all those things did:
STOP what you are currently doing!
Find someone with the answers you need and listen to them.
Use what they give you.
That's it.
Pretty simple huh.
If I were you, and as a chiropractor I only want the best for you, take what I just wrote and write that three times a day. Once in the morning as soon as you get up, once at lunch, and once just before you go to bed.
Watch and listen to what happens to your attitude.
Pretty cool huh?
Dr. Carney
PS This is what I call a small part of outrageous marketing. It's not an ad, or some way to make money directly, but once you get your mindset correct, everything can change and change fast. You're either putting good stuff in or you're staying with the garbage. I choose the good stuff, the positive, life changing stuff myself. More power to you and remember. When you're with a patient, client, or customer, give them some VALUE. It'll take you a long way.
Since you're a Chiropractor, or a Business person here's an example:
* Your attitude to investing in professional help, will be directly reflected in the level of success you are experiencing right now. If you don't invest in yourself, through reading books, seminars, workshops, newsletters, etc, you're not doing everything you can do to invest in yourself.
* Your attitude to your personal development, will be reflected in what you earn. You don’t get paid for the hour you spend with a client, patient, customer, you get PAID for THE VALUE you bring in that hour. I don't know if you knew this, but people, me included, are interested in VALUE.
* Your attitude to responsibility, will be reflected in the progress you are making or not making right now. Most of the time we blame; our past, the economy, our parents, our patients, our boss, our employees, or our star sign for our lack of progress, we will struggle. It’s not the direction of the wind, but the way we set our sails that determines where we go!
Of course, all of this is governed by our attitude to change. If you're new to chiropractic, or marketing, this will be something you want to remember and read often. If we elect to complain about our results, but refuse to make the changes required for success, we remain the same.
If you have an area of your business, which is under-performing, change your attitudes regarding it. With the right information and the decision to use that information, you can massively improve your results – even achieve life-changing results! However, this will almost always require a shift in attitudes, regarding how you feel about paying for the help you need (and / or) your self-motivation. When I coach someone, I charge them a minimal fee, but if they don't implement, then that fee is a total waste of money. I'll give them so many GEMS that they'll never catch up with me and that's my goal. To keep them busy implementing, making more and more money, by providing a GREAT service to their community. Again, summarized this means they give an extreme amount of VALUE to their community for a reasonable fee.
The great news here, is that YOU control your attitudes. Yes YOU!
No, it’s not easy to change an attitude, but it’s not that hard either; once you decide you want to get serious about your future.
My question is... are you serious? Some people give you lip service, then go back doing the same old thing they always did, then expect a change. Won't happen.
If you want to sleep better at night, remove money worries, live where you want to live and enjoy the freedom that comes with it, try this basic 3 step process. It’s what people who already enjoy all those things did:
STOP what you are currently doing!
Find someone with the answers you need and listen to them.
Use what they give you.
That's it.
Pretty simple huh.
If I were you, and as a chiropractor I only want the best for you, take what I just wrote and write that three times a day. Once in the morning as soon as you get up, once at lunch, and once just before you go to bed.
Watch and listen to what happens to your attitude.
Pretty cool huh?
Dr. Carney
PS This is what I call a small part of outrageous marketing. It's not an ad, or some way to make money directly, but once you get your mindset correct, everything can change and change fast. You're either putting good stuff in or you're staying with the garbage. I choose the good stuff, the positive, life changing stuff myself. More power to you and remember. When you're with a patient, client, or customer, give them some VALUE. It'll take you a long way.
Thursday, March 10, 2011
TEXAS and FUN
Hey,
I'm in TEXAS, and I'm having fun.
I've been to Dr. Richard's this AM and
now I'm at Dr. Jeremy's in Krugerville.
Population: 1560
What he's done is go from zero patients
to over 150 people in a week, doing what
I've told him to do and implement over the
last few months.
He knows one thing...
It's all about how you market your business.
If you learn this one thing, you know that
marketing is everything. You can be the best
business person on the planet but if you don't
have any customers, patients, clients, etc. you're
not going to be successful.
You have to get them in the front door.
Hey if you're reading this, make sure you check
this out each and every day as I'm always posting
new items that will help you get busy.
Leave me your comments as well.
Dr. Carney
I'm in TEXAS, and I'm having fun.
I've been to Dr. Richard's this AM and
now I'm at Dr. Jeremy's in Krugerville.
Population: 1560
What he's done is go from zero patients
to over 150 people in a week, doing what
I've told him to do and implement over the
last few months.
He knows one thing...
It's all about how you market your business.
If you learn this one thing, you know that
marketing is everything. You can be the best
business person on the planet but if you don't
have any customers, patients, clients, etc. you're
not going to be successful.
You have to get them in the front door.
Hey if you're reading this, make sure you check
this out each and every day as I'm always posting
new items that will help you get busy.
Leave me your comments as well.
Dr. Carney
Wednesday, March 9, 2011
Hey, Hey, Hey..............Let's Do It Again. I'm ready.
There's a big fat problem with running businesses
based on the conventional model.
There's a big fat problem with running a chiropratic
business---based on the conventional model as well.
Here's what I mean.
You go into the business for lifestyle reasons.
TRUE?
You want to be able to spend more time with your
family. You want a better lifestyle. You want more
freedom and more choices. You want to travel, to retire
early, to earn more moolah and worry less things that
have to do with money.
But if you're like many business owners I know
things don't always go as planned and you'll quickly
find there are three core problems which hold you
back:
Yes, three!
Lack of Cash flow :
If you run your business in a
conventional way (using 'hope and pray'
advertising and following conventional business
wisdom) you can be stuck in a position of no or
low cash-flow for years. This can become a very
difficult pattern to break out of. And because of
this, you have to do all the work yourself, so you
have...
No time :
You as a business person are doing everything to keep your
nose just above water.
You are in survival.
You spend all your time working IN your business
instead of ON your business.
And because you cannot work strategically ON your
business, you stay in that same rat race which stops
you from spending more time with your family, taking more
holidays and enjoying all of the lifestyle goals
you so much desire. The reality is many business
owners just like you can end up working more for
less pay - the exact opposite of what you intended.
People problems:
And then it comes to getting people on your team.
It's tough to find "A" players who can do the job you
want them to.
So you end up going through four staff members to get
one good one and wasting thousands of dollars in
the process.
NOT GOOD!
Do any of these problems hit home?
Do you feel like you are working too hard to make a living
from your chiropractic business... and not getting ahead fast
enough?
If you're like me, you sometimes feel like a freak
from another planet, because you've got this
burning desire and passionate interest in taking care
of people while making money, a belief in free enterprise
and a commitment to excelling in every area of your
business - from advertising, marketing, to the point
of dominating your profession.
And you hate dealing with theorists, and
'fuzzy-headed' doctors of chiropractic who can
talk the talk but have never actually supported
themselves selling or been in business.
And I have to tell you, this goes around, not
only to chiropractors, but also to any business
owners, because marketing is marketing.
I get lonely. Writing copy seems glamorous, but at the
end of the day you have to do it alone.
And while I work at home and can
go to a cafe every now and then to see people
(which is far better than working from a busy,
congested office) the reality is it's a very
lonely job. One that I love - but this year I have
decided I want more people connection.
Second, over the holidays while I was hanging out
with my family, I got to thinking about what I really
love.
I love writing my daily emails. I love coaching people
to bigger and better stuff and teaching people what it
takes to move their business to the next level.
But with one caveat: I don't enjoy teaching
whimps, scaredy-cats or people who are skeptical
and never take action. But I love working with
smart, progressive, aggressive & optimistic
entrepreneurs with a love for marketing and a
commitment to making things happen.
If that's you, kudos to you.
I'll love chiropractic.
Keep doing what you're doing if you're 110%
happy with your results. If not, then get off the
couch, call me and let's get you moving in the
right direction.
I only have a few spots available and you know
that I charge a minimal fee for these services.
Why don't I charge more. Because I love helping
people.
Thanks again for reading this blog.
I appreciate it. Thanks again.
Dr. Carney
P.S. Bet you thought I wasn't going to post today.
Ha, ha, ha. A chiropractor's blogging never ends. I'm
all about marketing, outrageous marketing and marketing
that changes lives.
based on the conventional model.
There's a big fat problem with running a chiropratic
business---based on the conventional model as well.
Here's what I mean.
You go into the business for lifestyle reasons.
TRUE?
You want to be able to spend more time with your
family. You want a better lifestyle. You want more
freedom and more choices. You want to travel, to retire
early, to earn more moolah and worry less things that
have to do with money.
But if you're like many business owners I know
things don't always go as planned and you'll quickly
find there are three core problems which hold you
back:
Yes, three!
Lack of Cash flow :
If you run your business in a
conventional way (using 'hope and pray'
advertising and following conventional business
wisdom) you can be stuck in a position of no or
low cash-flow for years. This can become a very
difficult pattern to break out of. And because of
this, you have to do all the work yourself, so you
have...
No time :
You as a business person are doing everything to keep your
nose just above water.
You are in survival.
You spend all your time working IN your business
instead of ON your business.
And because you cannot work strategically ON your
business, you stay in that same rat race which stops
you from spending more time with your family, taking more
holidays and enjoying all of the lifestyle goals
you so much desire. The reality is many business
owners just like you can end up working more for
less pay - the exact opposite of what you intended.
People problems:
And then it comes to getting people on your team.
It's tough to find "A" players who can do the job you
want them to.
So you end up going through four staff members to get
one good one and wasting thousands of dollars in
the process.
NOT GOOD!
Do any of these problems hit home?
Do you feel like you are working too hard to make a living
from your chiropractic business... and not getting ahead fast
enough?
If you're like me, you sometimes feel like a freak
from another planet, because you've got this
burning desire and passionate interest in taking care
of people while making money, a belief in free enterprise
and a commitment to excelling in every area of your
business - from advertising, marketing, to the point
of dominating your profession.
And you hate dealing with theorists, and
'fuzzy-headed' doctors of chiropractic who can
talk the talk but have never actually supported
themselves selling or been in business.
And I have to tell you, this goes around, not
only to chiropractors, but also to any business
owners, because marketing is marketing.
I get lonely. Writing copy seems glamorous, but at the
end of the day you have to do it alone.
And while I work at home and can
go to a cafe every now and then to see people
(which is far better than working from a busy,
congested office) the reality is it's a very
lonely job. One that I love - but this year I have
decided I want more people connection.
Second, over the holidays while I was hanging out
with my family, I got to thinking about what I really
love.
I love writing my daily emails. I love coaching people
to bigger and better stuff and teaching people what it
takes to move their business to the next level.
But with one caveat: I don't enjoy teaching
whimps, scaredy-cats or people who are skeptical
and never take action. But I love working with
smart, progressive, aggressive & optimistic
entrepreneurs with a love for marketing and a
commitment to making things happen.
If that's you, kudos to you.
I'll love chiropractic.
Keep doing what you're doing if you're 110%
happy with your results. If not, then get off the
couch, call me and let's get you moving in the
right direction.
I only have a few spots available and you know
that I charge a minimal fee for these services.
Why don't I charge more. Because I love helping
people.
Thanks again for reading this blog.
I appreciate it. Thanks again.
Dr. Carney
P.S. Bet you thought I wasn't going to post today.
Ha, ha, ha. A chiropractor's blogging never ends. I'm
all about marketing, outrageous marketing and marketing
that changes lives.
Saturday, March 5, 2011
You gotta love 'em
I wasn't very old but when they hit the market, I was totally surprised.
They are without a doubt, the greatest band that ever was and ever will be.
They are without a doubt, the greatest band that ever was and ever will be.
What's holding you back from achieving all you can?
Whoa,
Hey there, I'm slacking.
I'm slacking and I'm sorry.
I was on the road yesterday, flying into a few places to see a few doctors,
and to do some marketing.
Today... I'm going to talk about...
Do you need to rev up your motivation?
How can you overcome the challenges of life and practice?
I'm about to tell you, it's all mental. Here's an example.
I recently read an article in USA Today about Mark Speckman.
The headline read, "A Small-Time Coach with a Big-Time Message."
The article, written by David Moore, started by saying, "The Williamette University football team is in good hands, even though their coach was born without hands."
And his players STILL love him.
He has a great sense of humor about his disability, and he Wins...Consistently. Of course, there are things that Speckman can't do like tying his shoes.
FIGURE IT OUT
But you know, "he has succeeded in life", he says, by always saying, "There's always a way...figure it out."
When he was young his mom didn't coddle him and would come up with little tests like changing the light bulbs just to see if he could do it. Remember, he doesn't have any hands.
He always has found a way, it seems.
He became a college football player (Honorable mention All-American), a trombone player (an instrument with no fingering), a college graduate, a high school teacher, and a great coach who is respected and admired by his players.
Tim Alton, a 21-year-old senior free safety who aspires to be a doctor, said this about Coach Speckman: "At the beginning of the season, we're worried about two-a-day practices. We're tired. We're dragging. Then we look over at our coach and he has no hands. It's pretty hard to feel sorry for yourself."
Eleanor Roosevelt would have respected Mark Speckman's resolve.
It was she who said, "We must do the things we think we cannot do."
I feel the same way. You've got to learn to do the things we think we can't.
Are you doing the things you think you can't?
I wish you all the best today. Today is SATURDAY and I'm getting ready to go to lunch. It's now 12:30, so I'd better get busy.
I'll try and post more later, as I want at least 500 posts this year.
Dr. Carney
Chiropractor,
Marketing Strategist
Copywriter
Hey there, I'm slacking.
I'm slacking and I'm sorry.
I was on the road yesterday, flying into a few places to see a few doctors,
and to do some marketing.
Today... I'm going to talk about...
Do you need to rev up your motivation?
How can you overcome the challenges of life and practice?
I'm about to tell you, it's all mental. Here's an example.
I recently read an article in USA Today about Mark Speckman.
The headline read, "A Small-Time Coach with a Big-Time Message."
The article, written by David Moore, started by saying, "The Williamette University football team is in good hands, even though their coach was born without hands."
And his players STILL love him.
He has a great sense of humor about his disability, and he Wins...Consistently. Of course, there are things that Speckman can't do like tying his shoes.
FIGURE IT OUT
But you know, "he has succeeded in life", he says, by always saying, "There's always a way...figure it out."
When he was young his mom didn't coddle him and would come up with little tests like changing the light bulbs just to see if he could do it. Remember, he doesn't have any hands.
He always has found a way, it seems.
He became a college football player (Honorable mention All-American), a trombone player (an instrument with no fingering), a college graduate, a high school teacher, and a great coach who is respected and admired by his players.
Tim Alton, a 21-year-old senior free safety who aspires to be a doctor, said this about Coach Speckman: "At the beginning of the season, we're worried about two-a-day practices. We're tired. We're dragging. Then we look over at our coach and he has no hands. It's pretty hard to feel sorry for yourself."
Eleanor Roosevelt would have respected Mark Speckman's resolve.
It was she who said, "We must do the things we think we cannot do."
I feel the same way. You've got to learn to do the things we think we can't.
Are you doing the things you think you can't?
I wish you all the best today. Today is SATURDAY and I'm getting ready to go to lunch. It's now 12:30, so I'd better get busy.
I'll try and post more later, as I want at least 500 posts this year.
Dr. Carney
Chiropractor,
Marketing Strategist
Copywriter
Wednesday, March 2, 2011
Fountain of Youth for OLDER WOMEN
Hey,
GET YOUR YOUTHFUL LOOK BACK.
If you're reading this, I'm just going to throw something at you.
If you're older, say over 40, even if you're a man, you might want to think
about ordering some of this.
It'll change your life and give you a new,
more radiant skin.
I've tested it so I know it works.
The cost is minimal, and the full report which explains
everything is only $19.
If you want the report, and the supplements,
send me your credit card info or email me.
I'm going to be bombarded with orders so I won't have
time to talk to you about this on the phone.
If you want to order the supplements, without the report,
you'll need to email me as well.
I'll give you the particulars at that time.
The least amount you can order is (4) bottles.
It's a better deal, (especially with the report)
and I'm going to tell you how to take supplement over time
to see a new you in the mirror.
Talk to you later,
Dr. Carney, DC, FIACA
Health and Marketing Strategist
GET YOUR YOUTHFUL LOOK BACK.
If you're reading this, I'm just going to throw something at you.
If you're older, say over 40, even if you're a man, you might want to think
about ordering some of this.
It'll change your life and give you a new,
more radiant skin.
I've tested it so I know it works.
The cost is minimal, and the full report which explains
everything is only $19.
If you want the report, and the supplements,
send me your credit card info or email me.
I'm going to be bombarded with orders so I won't have
time to talk to you about this on the phone.
If you want to order the supplements, without the report,
you'll need to email me as well.
I'll give you the particulars at that time.
The least amount you can order is (4) bottles.
It's a better deal, (especially with the report)
and I'm going to tell you how to take supplement over time
to see a new you in the mirror.
Talk to you later,
Dr. Carney, DC, FIACA
Health and Marketing Strategist
Make Every Single Day Count
I love testimonies, so here's one you might one to take the time to read.
I want to personally thank Dr. Jared, and tell him, "you're on your way Doc, just keep on keeping on."
Here's his testimony:
"I have been reading Dr. Carney's M.E.N for around 4 months now. Each week I am greatly impressed with the little gems of knowledge he teaches about practice and business. I feel my knowledge of business and marketing improves each week. In reading the M.E.N I have learned a lot about building relationships with patients and that alone is priceless. In going the extra mile to show personal appreciation to an individual I have found that they continue to come to my office, follow my recommendations and as a result they get healthier. I highly recommend reading the M.E.N each and every week as you will not be disappointed."
Jared Crawford D.C.
You know if just one person reads my weekly M.E.N., and it changes their lives, then it's all been worth it.
The same goes for your chiropractic skills.
Not everyone is going to rant and rave about you as a doctor. Only about 20% will. Those are the 20% you want to focus on. Sure you're going to take care of the other 80% but doesn't it make sense to focus on the group that believes in you, chiropractic and natural health?
I focus on the 20% that read my M.E.N. every week. Do they read this blog? I hope so because there are some real GEMS here as well.
If you're a business person, all you have to do is transform you life by changing something everyday.
"Yeah you might not like what happens, every single day, but who cares. Just work on making the next day better than the previous and you're working in the right direction. It always pays off."
Dr. Carney
I want to personally thank Dr. Jared, and tell him, "you're on your way Doc, just keep on keeping on."
Here's his testimony:
"I have been reading Dr. Carney's M.E.N for around 4 months now. Each week I am greatly impressed with the little gems of knowledge he teaches about practice and business. I feel my knowledge of business and marketing improves each week. In reading the M.E.N I have learned a lot about building relationships with patients and that alone is priceless. In going the extra mile to show personal appreciation to an individual I have found that they continue to come to my office, follow my recommendations and as a result they get healthier. I highly recommend reading the M.E.N each and every week as you will not be disappointed."
Jared Crawford D.C.
You know if just one person reads my weekly M.E.N., and it changes their lives, then it's all been worth it.
The same goes for your chiropractic skills.
Not everyone is going to rant and rave about you as a doctor. Only about 20% will. Those are the 20% you want to focus on. Sure you're going to take care of the other 80% but doesn't it make sense to focus on the group that believes in you, chiropractic and natural health?
I focus on the 20% that read my M.E.N. every week. Do they read this blog? I hope so because there are some real GEMS here as well.
If you're a business person, all you have to do is transform you life by changing something everyday.
"Yeah you might not like what happens, every single day, but who cares. Just work on making the next day better than the previous and you're working in the right direction. It always pays off."
Dr. Carney
Do You Do This?
I got up this morning, let the doggies out, and guess what, I had an email from one of my friends and it's a short, concise, to-the-point story about a little woman that has the right idea.
I'm not sure if she gets regular chiropractic care. I'm not sure if she was a marketer, but I think you'll like the story. If you live by it, it could change the way your days are looked at from now on.
Here's the story:
The 92-year-old, petite, well-poised and proud lady, who is fully dressed each morning by eight o'clock, with her hair fashionably coifed and makeup perfectly applied, even though she is legally blind, moved to a nursing home today.
Her husband of 70 years recently passed away, making the move necessary. After many hours of waiting patiently in the lobby of the nursing home, she smiled sweetly when told her room was ready.
As she maneuvered her walker to the elevator, I provided a visual description of her tiny room, including the eyelet sheets that had been hung on her window.
"I love it," she stated with the enthusiasm of an eight-year-old having just been presented with a new puppy.
"Mrs. Jones, you haven't seen the room .... just wait."
"That doesn't have anything to do with it," she replied. "Happiness is something you decide on ahead of time. Whether I like my room or not doesn't depend on how the furniture is arranged...it's how I arrange my mind.
I already decided to love it.
It's a decision I make every morning when I wake up. I have a choice; I can spend the day in bed recounting the difficulty I have with the parts of my body that no longer work, or get out of bed and be thankful for the ones that do.
Each day is a gift, and as long as my eyes open I'll focus on the new day and all the happy memories I've stored away ... just for this time in my life."
Pretty good story and probably one that will touch your soul and you might even start doing this. How's that for a Wednesday blog?
Dr. Carney
I'm not sure if she gets regular chiropractic care. I'm not sure if she was a marketer, but I think you'll like the story. If you live by it, it could change the way your days are looked at from now on.
Here's the story:
The 92-year-old, petite, well-poised and proud lady, who is fully dressed each morning by eight o'clock, with her hair fashionably coifed and makeup perfectly applied, even though she is legally blind, moved to a nursing home today.
Her husband of 70 years recently passed away, making the move necessary. After many hours of waiting patiently in the lobby of the nursing home, she smiled sweetly when told her room was ready.
As she maneuvered her walker to the elevator, I provided a visual description of her tiny room, including the eyelet sheets that had been hung on her window.
"I love it," she stated with the enthusiasm of an eight-year-old having just been presented with a new puppy.
"Mrs. Jones, you haven't seen the room .... just wait."
"That doesn't have anything to do with it," she replied. "Happiness is something you decide on ahead of time. Whether I like my room or not doesn't depend on how the furniture is arranged...it's how I arrange my mind.
I already decided to love it.
It's a decision I make every morning when I wake up. I have a choice; I can spend the day in bed recounting the difficulty I have with the parts of my body that no longer work, or get out of bed and be thankful for the ones that do.
Each day is a gift, and as long as my eyes open I'll focus on the new day and all the happy memories I've stored away ... just for this time in my life."
Pretty good story and probably one that will touch your soul and you might even start doing this. How's that for a Wednesday blog?
Dr. Carney
Tuesday, March 1, 2011
SECRET STUFF you shouldn't share with anyone.
"Look wise, say nothing, and grunt."
- Sir William Osler
I have to confess, I've yet to see "The King's Speech."
But I plan to. Maybe at the cheap seat show, but I'm going to
after I read a critique from one of my mentors.
And if you haven't seen it, maybe you should too.
Not just because I hear it's good, not because it won
some awards, but because it's jammed with secrets for
copywriters.
How so you say?
Let me back up a bit and share a pet theory.
Namely this: always, sales copy has tried to be
conversational. And always, what you're saying and
what you're selling is at least as important as how
you say it. Maybe even more so.
However, the amount of rhetoric and storytelling and
drama we're exposed to seems higher now than ever.
And, ironically, even though fewer of us read as
much as we should, our exposure to good and bad
writing -- especially the spoken kind -- is on the
rise too.
Our ears are becoming more finely tuned.
Says my theory, that's upping the stakes for anybody
who writes copy that's meant to persuade.
In other words, it might not be enough anymore just
to write breezy, free-flowing prose that disappears.
Lately, the best copy I'm seeing is crafted not just
as conversation, but as tightly as a good speech. This
is a revelation to me, but to someone who doesn't care
about marketing and writing in a conversational style,
IT WON'T MEAN CRAP.
In fact, I've been thinking about this for a while in
my M.E.N.(marketing email newsletter).
I've even starting audio clips and analysis of some
of history's great speeches through YouTube, etc.
Like the one in the movie, most of the ones I've
come across are political. Maybe that's just because
politicians have such a love for the podium.
Or maybe that's because rhetoric expert Max Atkinson
conveniently wrote up a lot of these secrets
himself, in a recent article for the BBC.
Forget any baggage you might have with the content
or the speakers, and let's see what we can learn.
We'll start here...
* JFK AND THE POWER OF CONTRASTS
No doubt you've heard bits of John F. Kennedy's "Ask
not..." inaugural speech.
What you might not know, however, is how much the
success of that speech depended on a couple of 2000-
year-old secrets.
The first is a no-brainer: alliteration.
This is where you use the same letter sounds to start
off closely connected words. Used well, it can make
words flow. But be careful. Too much and your writing
will start to sound like a tongue twister or a nursery
rhyme.
Kennedy's other trick was called the Power of
Contrasts. With this one, you're putting two
contrasting ideas against each other.
It's like trying to force together magnets. The way one
idea pushes against the other, it increases emphasis.
A good example is the line, "Signifying renewal as well
as change." An even better one is the "ask not" quote
that made the speech famous, "Ask not what your country
can do for you, but what you can do for your country."
Kennedy averaged a contrast every 39 seconds. And you
can bet not one of those contrasts was an accident.
* MARC ANTONY AND AUDIENCE TARGETING
We'll credit this next trick -- as Atkinson does -- to
Shakespeare's version of Marc Antony, who asked
"Friends, Romans, [and his] Countrymen" to lend him
their ears.
But you could credit Kennedy for this one too, since he
was a master at using audience-targeting phrases in his
speeches... especially the ones that were televised,
for the first time, to live audiences worldwide.
* RON AND THE RHETORICAL ANECDOTE
Maybe it was his acting background, but Ronald Reagan
leaned hard on his storytelling skills at the podium.
For any occasion, the so-called "Great Communicator"
seemed to have a folksy tale in his kit bag.
Like all great storytellers, he kept the language
colorful but simple. And held off just long on the big
finish.
It's worth mentioning, by the way, that Reagan spent a
lot of time polishing his persuasive speaking style...
as a traveling pitchman for General Electric.
It's also worth mentioning, the actor in Reagan
understood the value of plainspoken passion, even when
others didn't.
For instance, his own speech-writing team didn't like a
line he'd written into his famous Brandenburg Gate
speech in 1987. But he gave it anyway, "Mr. Gorbachev,
tear down this wall!"
* OBAMA AND THE TRIPLE-WHAMMY
Love him or hate him, there's no doubt Obama has
delivered some landmark speeches.
And like Reagan, he also uses the storytelling secret.
Maybe more, though, Obama likes to use the Power of
Threes.
It's a simple idea: When you use lists of anything,
list them in threes. There's something that just feels
complete about that number.
In Obama's election victory speech in Chicago, he spoke
for 10 minutes and gave three-part lists 29 times. Now
remember, he's NOT the one writing what he says. He's the
mouth piece. He just delivers the message.
* THE "OTHER" FAMOUS KING'S SPEECH
Of course, no list of rhetorical razzle-dazzle would be
complete without the "other" famous speech by a King.
Of course, I'm talking about the "I have a dream"
speech delivered by Martin Luther King.
Other than the timing in history, what made it such a
landmark hit?
It's worth remembering King was a preacher. So even
though he was just 34 at the time, he was a seasoned
pontificator.
What you might not know, however, was that the most
quoted part of the speech wasn't supposed to be in it.
King's aides and advisors even told him to cut the "I
have a dream" section, because he'd already used it in
25 other speeches and sermons.
But King decided otherwise. He added it back into his
speech as his killer finish. And he did it on the fly.
The device is what you call an "anaphora."
That's when you repeat words in phrases, in a
deliberate pattern.
King uses the "I have a dream..." sentences re-
emphasize a point. And all told, he uses that and other
anaphora patterns eight times in the same speech.
In fact, King loved writing with repetition to make his
point. Consider, one of the most common words in his
speech was "freedom." He repeated it 20 times.
The next most frequent were "our" (used 17 times) and
"nation" (used 10 times), followed by "justice" (used 8
times).
In that alone, you've got the cliff notes of the whole
message. To top it off, King used lots of vivid
imagery, strong contrasts, and allusions to other
famous speeches to add even heft and credibility.
We could go on.
Lincoln, Roosevelt, Twain and others.
The point is, don't be fooled: when anybody gets up on
a stage to make a speech -- royalty included -- they're
selling something. Did you read that. They are selling.
If you're a chiropractor you're selling.
Sorry, it's the truth. If you're a preacher, you're
selling something. If you're a politician, you're selling.
It's a given the good ones will get SOMEONE in the
audience worked up. What's valuable for us is taking
time to figure out how they're doing it.
After all, they certainly did.
I love chiropractic and I love life. Make sure you read
this as often as you can as I'll be giving you more STUFF.
And it'll help you become a better person and a better
marketer.
I wish you the best.
Dr. Carney
- Sir William Osler
I have to confess, I've yet to see "The King's Speech."
But I plan to. Maybe at the cheap seat show, but I'm going to
after I read a critique from one of my mentors.
And if you haven't seen it, maybe you should too.
Not just because I hear it's good, not because it won
some awards, but because it's jammed with secrets for
copywriters.
How so you say?
Let me back up a bit and share a pet theory.
Namely this: always, sales copy has tried to be
conversational. And always, what you're saying and
what you're selling is at least as important as how
you say it. Maybe even more so.
However, the amount of rhetoric and storytelling and
drama we're exposed to seems higher now than ever.
And, ironically, even though fewer of us read as
much as we should, our exposure to good and bad
writing -- especially the spoken kind -- is on the
rise too.
Our ears are becoming more finely tuned.
Says my theory, that's upping the stakes for anybody
who writes copy that's meant to persuade.
In other words, it might not be enough anymore just
to write breezy, free-flowing prose that disappears.
Lately, the best copy I'm seeing is crafted not just
as conversation, but as tightly as a good speech. This
is a revelation to me, but to someone who doesn't care
about marketing and writing in a conversational style,
IT WON'T MEAN CRAP.
In fact, I've been thinking about this for a while in
my M.E.N.(marketing email newsletter).
I've even starting audio clips and analysis of some
of history's great speeches through YouTube, etc.
Like the one in the movie, most of the ones I've
come across are political. Maybe that's just because
politicians have such a love for the podium.
Or maybe that's because rhetoric expert Max Atkinson
conveniently wrote up a lot of these secrets
himself, in a recent article for the BBC.
Forget any baggage you might have with the content
or the speakers, and let's see what we can learn.
We'll start here...
* JFK AND THE POWER OF CONTRASTS
No doubt you've heard bits of John F. Kennedy's "Ask
not..." inaugural speech.
What you might not know, however, is how much the
success of that speech depended on a couple of 2000-
year-old secrets.
The first is a no-brainer: alliteration.
This is where you use the same letter sounds to start
off closely connected words. Used well, it can make
words flow. But be careful. Too much and your writing
will start to sound like a tongue twister or a nursery
rhyme.
Kennedy's other trick was called the Power of
Contrasts. With this one, you're putting two
contrasting ideas against each other.
It's like trying to force together magnets. The way one
idea pushes against the other, it increases emphasis.
A good example is the line, "Signifying renewal as well
as change." An even better one is the "ask not" quote
that made the speech famous, "Ask not what your country
can do for you, but what you can do for your country."
Kennedy averaged a contrast every 39 seconds. And you
can bet not one of those contrasts was an accident.
* MARC ANTONY AND AUDIENCE TARGETING
We'll credit this next trick -- as Atkinson does -- to
Shakespeare's version of Marc Antony, who asked
"Friends, Romans, [and his] Countrymen" to lend him
their ears.
But you could credit Kennedy for this one too, since he
was a master at using audience-targeting phrases in his
speeches... especially the ones that were televised,
for the first time, to live audiences worldwide.
* RON AND THE RHETORICAL ANECDOTE
Maybe it was his acting background, but Ronald Reagan
leaned hard on his storytelling skills at the podium.
For any occasion, the so-called "Great Communicator"
seemed to have a folksy tale in his kit bag.
Like all great storytellers, he kept the language
colorful but simple. And held off just long on the big
finish.
It's worth mentioning, by the way, that Reagan spent a
lot of time polishing his persuasive speaking style...
as a traveling pitchman for General Electric.
It's also worth mentioning, the actor in Reagan
understood the value of plainspoken passion, even when
others didn't.
For instance, his own speech-writing team didn't like a
line he'd written into his famous Brandenburg Gate
speech in 1987. But he gave it anyway, "Mr. Gorbachev,
tear down this wall!"
* OBAMA AND THE TRIPLE-WHAMMY
Love him or hate him, there's no doubt Obama has
delivered some landmark speeches.
And like Reagan, he also uses the storytelling secret.
Maybe more, though, Obama likes to use the Power of
Threes.
It's a simple idea: When you use lists of anything,
list them in threes. There's something that just feels
complete about that number.
In Obama's election victory speech in Chicago, he spoke
for 10 minutes and gave three-part lists 29 times. Now
remember, he's NOT the one writing what he says. He's the
mouth piece. He just delivers the message.
* THE "OTHER" FAMOUS KING'S SPEECH
Of course, no list of rhetorical razzle-dazzle would be
complete without the "other" famous speech by a King.
Of course, I'm talking about the "I have a dream"
speech delivered by Martin Luther King.
Other than the timing in history, what made it such a
landmark hit?
It's worth remembering King was a preacher. So even
though he was just 34 at the time, he was a seasoned
pontificator.
What you might not know, however, was that the most
quoted part of the speech wasn't supposed to be in it.
King's aides and advisors even told him to cut the "I
have a dream" section, because he'd already used it in
25 other speeches and sermons.
But King decided otherwise. He added it back into his
speech as his killer finish. And he did it on the fly.
The device is what you call an "anaphora."
That's when you repeat words in phrases, in a
deliberate pattern.
King uses the "I have a dream..." sentences re-
emphasize a point. And all told, he uses that and other
anaphora patterns eight times in the same speech.
In fact, King loved writing with repetition to make his
point. Consider, one of the most common words in his
speech was "freedom." He repeated it 20 times.
The next most frequent were "our" (used 17 times) and
"nation" (used 10 times), followed by "justice" (used 8
times).
In that alone, you've got the cliff notes of the whole
message. To top it off, King used lots of vivid
imagery, strong contrasts, and allusions to other
famous speeches to add even heft and credibility.
We could go on.
Lincoln, Roosevelt, Twain and others.
The point is, don't be fooled: when anybody gets up on
a stage to make a speech -- royalty included -- they're
selling something. Did you read that. They are selling.
If you're a chiropractor you're selling.
Sorry, it's the truth. If you're a preacher, you're
selling something. If you're a politician, you're selling.
It's a given the good ones will get SOMEONE in the
audience worked up. What's valuable for us is taking
time to figure out how they're doing it.
After all, they certainly did.
I love chiropractic and I love life. Make sure you read
this as often as you can as I'll be giving you more STUFF.
And it'll help you become a better person and a better
marketer.
I wish you the best.
Dr. Carney
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