It’s entirely possible that you already have all the assets you need, in order to achieve the commercial success you want (and more.) The challenge, is that small business owners are often unable to see these game-changing assets, especially when they really need them!

And I'm talking about you and me both.

The reason I am writing this post, is to make you aware that they do exist and to encourage you to look for them. As they said in CA in the good old days, there is
Gold dust in your inbox.

Here’s a common example of what I mean: Right now, there are emails in your inbox, which you opened because the subject line of the email compelled you to open it. Could that subject line be adapted and applied to your own email marketing? If you did that and it increased your open rate by 15%-20%, what impact might that have on your sales figures over the coming 12 months? There are usually dozens of other hidden assets, which small business owners are sitting on, unaware of their value.

I was prompted to write this post, after reading a post... (I’ll call him Bob) who had an amazing story.

And remember, stories WORK.

So here's the story.

Bob has worked hard all his life in blue collar jobs, and has always been short of money. He told me how, when he was around 20 years old, he was given a painting by a friend; after his friend moved home and couldn’t find anywhere suitable for it. Around 40 years later, Bob gave the painting to a friend, as he had never liked it. His friend decided to have the painting re-framed, and the framer immediately spotted that it was valuable. Bob assumed the “ugly” painting was just a worthless print. The reality was that it was a highly collectable, original painting, which sold for $150,000.

Bob explained that there were countless occasions during his life (he’s in his seventies now), where he was desperately short of money. As he worried about paying the rent, he was walking past a painting in his hallway, so valuable that it would have paid off his bills and still given him a 6 figure sum to invest.

Finding your hidden assets

Take a long, detailed look at your business, for valuable, hidden assets. The best tip I can give you, is that they seldom look like valuable assets. Just as opportunities usually come disguised as hard work, valuable assets are often disguised as ugly paintings or deleted emails and they are usually hidden right under your nose!

BY THE WAY - this is something I think is very valuable. And I have like 200,000 emails on my Yahoo account. Go figure.

Dr. Carney

Do you have a passion for what you're doing?

I don't know about you, but I have a passion for marketing.

I have a passion for chiropractic and health.

What do you have passions for?

Ever ask yourself?

I have.

Here's what Steve Jobs had to say.



Dr. Carney

Why your business needs a story

Monday
5:37 PM
PST
Halloween night

Believe it or not, the secret to creating great word of mouth is all about story telling. If people are not talking about you in the marketplace, in your town, in your city, in your community, it’s because of one little thing. You have not given them a story, which is worth sharing. Wow, what do you think about that? I don't know what to tell you. But today, I am going to recommend you change that!

With hundreds of millions of people connected on social networking sites, it has never been easier for your patients to share how great you are with their friends and family. Now don't get me wrong. I do NOT like FACEBOOK. But if you're on it, use it to your advantage in the right positive way.

All YOU need to do is give your patients a story worth sharing and make it easy to share. That's it. And... if you're stuck right now, I'm going to help you with the right story.

Winning stories

When someone has spent a week or two being wowed at a Disney resort, they have a story to share, which they tell to anyone who will listen. When someone has bought a product from the Apple Store, the people serving them are tasked with the job of ensuring the buying experience is worth talking about. And your business should be NO different. You want them to have a WOW experience no matter what it takes.

The companies with the best stories get the most word of mouth publicity, because people love to share their experiences.

Losing stories

So, the losing stories that spread, are the ones worth repeating. This is true of negative stories too. If a service provider in your town has a habit of under delivering on their promises, the story spreads. That includes any doctor. Bad experience = bad story. Disgruntled former patients will often feel the need to share their disappointment with their friends. I always tell people, you PISS me off and I'll tell at least 12 people, minimum. This is especially the case, if their experience of a provider is so poor, that they believe it will stop others from using that provider and suffering the same experience.

I remember just this year I went to a restaurant and they gave BAD service. Treated me poorly so I wrote the home office. I got a call from the manager, who wasn't there at the time, the general manager and some FREE tickets for a meal. I never used them but that just goes to show you that I tell anyone that will LISTEN.

Fake stories

A Chinese restaurant close to where I live was the victim of a fake story and now faces going out of business. Someone decided to start a rumor, which spread on Facebook and resulted in the restaurant losing a lot of money. The story was short and had a twist at the end, which caused it to spread into the national press.

The fact it was fake - didn’t stop it spreading, because people tend not to fact check, before sharing stories. Even one as unlikely as a lady going to the restaurant, who gets taken to hospital because of pain in her throat, which was caused by a microchip lodged in her throat that had been in the Chinese food she had eaten. The twist in the story, is that the microchip gets scanned and turns out to belong to… a missing greyhound dog! According to this report in the national press, the restaurant is now facing bankruptcy.

Your stories

So, what good wholesome stories do you have, which your patients can share? What have you done for your patients, which is so jaw-dropping awesome that they feel compelled to tell everyone they know? You see, it’s not enough to “just” provide a great service. It's really not. People expect great service, each and every time they walk in the office. Offering a great service may be enough to retain their custom, but it takes something extra, to get them talking about you. There is a minor difference, but it's a huge difference to your bottomline.

What was the last experience to impress you so much, that you had to share it with your friends? Please share your experiences and show your patients the kind of thing that gets people talking!

I know this is not a big thing, but it's the little 1%'ers that can get you the 110%.
Just keep hitting the smaller ones, until they add up to the big one.

Think about it.

Dr. Carney

Here's why more people are NOT successful.

9:51 AM
Monday
Temecula, CA

Hey,

If you're reading this, you're a smart person.

Why do I say that?

Because, you are.

You're investing your time in learning more
about marketing which means you're going to
be able to market yourself and your business
ten times better than your competition.

No kidding.

Here's an email I received from a female doctor.

You won't know who it is because her name is her
first name and you don't know where she's located.

Here's the email:

-------------------------------------------------

Dr. Heather is doing talks at Yoga By _____ this
week to the pre-natal and mom and me yoga classes
and has to change some hours this week.

She will be closed Wed. Nov. 2 from 3:30 to 5pm,
opening late on Thurs. Nov. 2 at 2pm and closing
early on Sat. Nov. 5 at 11am.

Sorry for any inconvenience and HAPPY HALLOWEEN!

-------------------------------------------------

Can you see by reading what's wrong with this.

First off, I've got to tell you, this doctor is
always writing 'sorry for any inconvenience'. I
don't know what Ivory Tower she climbed out of, but
she is definitely not a servant in my eyes. Not a
good one anyway.

Now you don't have to work 90 hours a week, or be
in the office six or seven days a week, but patients
get mixed up and confused easily. No kidding.

So what can you do.

Keep it simple.

Here's how I would have written the email that you
read above if I was coaching this doctor.

--------
Hi,

Well it's almost Halloween.

It's really been fun getting ready for the holidays
to begin, and this is just another one of those special
holiday for kids as well as BIG KIDS.

I'm going to be doing a special talk at Yoga By Dumpy Drawers this
week to the pre-natal & Mom and Me Yoga classes held at the
university at 6 PM.

So with that said, here are the changes in my schedule.

I'll be closed Wednesday. November 2nd in the afternoon
from 3:30 on.

But don't worry. To make up for it, I'll be scheduling
patients late on Thursday, November 3rd at 2 PM.

Make a note of this if you will, and schedule your appointment
time accordingly.

OH yeah, I almost forgot. I'll be closed early on Saturday,
November 5 at 11 AM, so make sure you make your appointments
now.

If you need a reminder of your time, just call Melissa and
she'll put you on a recall reminder list. She'll call you two hours
before your scheduled time so you don't forget.

All the best, and keep telling people the chiropractic story.

Dr. Heather
OFFICE for APPTS = (909) 568-4763
--------

Okay. Do you see the difference?

Mine's more friendly, and I think mine is more engaging.

You tell me.

So my point is this. If you're going to write an email about
a change, do it in a beneficial way. Let the patient know that
of course it's an inconvenience, but then tell them how great they
are. Patients are people. They have feelings.

I remember working for a D.O. Great guy, but he just didn't get this.

He was always leaving to go somewhere with his girlfriend. Yeah
that worked great for them, but it wasn't good for the patients.

That's the marketing lesson for Halloween.

ENJOY your evening.

I think I'll be working out.

Talk to you on the next post. This is Dr. Carney, signing off.

Dr. Carney

PS If you have any comments, just send me a quick reply to
my email: drroddc@yahoo.com Thanks

12-month Marketing Guide

Hey,

It's almost Monday so I thought I'd sneak this one in on you.

Your Never Before Seen 12-month Marketing Guide.

Pay close attention to what I'm going to share with you.

Follow these 12 steps to help your practice reach ultimate marketing success.

The more new patients you see, the more your practice grows.

Agreed?

And those who have mastered the new-patient machine will tell you that it’s good
to start by thinking with the end in mind.

1. Begin by purchasing a 12-month marketing calendar. These are somewhat expensive as the ones I sell are loaded with examples, so basically all you're doing is cutting and pasting, and you'll be a winner.

This is not your typically calendar that you can tape to a wall. This is a stand alone marketing piece that is something you've never been exposed to and loaded from beginning to end with ways to celebrate and influence your prospects and patients.

2. Next, once you have the calendar in your hands, determine how many new patients you feel you can realistically attract on a monthly basis. Write it down, and write it at least ten times a day, everyday you're awake. You figure out that statement.

3. Once you have a number in mind, write it in the bottom right corner of every month on your calendar. This represents a target that you should hit every month, and it allows you to measure and monitor your goal for success. It's not rocket science and it works. Just make sure you're doing this on a regular basis.

4. Follow this by strategizing with your team or staff and your public relations assistant for the top 10 or 12 marketing tools that work in your city, town, etc. It's going to take some time to figure this out, but if you're consistent, it'll work like gangbusters.

5. Consider story boarding all of these tools on a cork board in your office so you can better identify those marketing tools that work best in practice. When you write something on paper and put it in plain sight, things start to happen quickly.

With your storyboard list in mind, start applying one marketing tool at a time across the entire 12-month period. One idea at a time more or less ensures your success. You can try a lot all at once, but I'd recommend one thing at a time.

For example: Place at least two to four screenings on weekends, on each month, or two to four outside “workshops” at different companies or corporations if you do screenings. If you don't, think workshops for weight loss, diabetes, stress, carpal tunnel syndrome, etc..

6. Direct mail is also something that can work very well, and sending mailings every four weeks minimum is a decent frequency. Not often enough, but a good start. It’s also recommended that you ensure that your website is user friendly. If you're not being coached by me yet, you'd better think long and hard about getting on my roster and letting me handle all the marketing.

7. Another external marketing tool that is having profound impact on new patient attraction is monthly postcards. I have a ton of them and if you want the best, most personalized postcards in our profession, you can just call me personally and order your first one.

8. One of the best internal marketing tools is simply asking to give health information. This is different from asking for referrals because it is a mission-based tool that allows you to get chiropractic information and health passes
in the hands of friends and family. For example: Every patient who walks into your practice gets a weekly handout that is controversial, philosophical, or inspirational. These get your patients to focus on chiropractic and create
conversation points.

9. You can also consider putting a dry-erase board in your hot seat area and write a question on it like, “Ask the doctor about nausea.” I put on mine, "Get rid of allergies for good in 60 days... GUARANTEED." I found out about this amazing feat in my last trip to Texas. It's a little costly to the patient, as there is NO insurance that covers this, but really, it's only a cool !K, so it's not going to break anyone's bank. Patients are curious to know about the subject. There's other things you can also do. You can ask them, “Is vomiting a sign of a healthy or sick patient?” If they have gotten the big idea, they should be able to give you the right answer. If not you're not doing your job as a doctor.

10. One of the most effective health passes used today is called the “family gift certificate.” This is a health pass that every new patient receives during their checkout, and can be used for the entire family to receive a complimentary
check up. Design one that is catchy, and gets results. If you include an expiration date on the certificate, make sure to follow up with them on their next visit to ensure that they take advantage of it.

11. Card day is also an effective internal tool that consists of giving patients your business card with some type of health pass on the back. Design these to be completely different and then rotate them. I'd say design at least 24 different cards. You'll have some nice ones and you'll be able to TEST what really works. That is worth the price of my coaching alone, so make sure you're staying on top of all of this. If you can do that one thing, you're going to grow.

12. The last, and possibly most effective marketing tool you’ll need is yourself. When you are serving and saving lives, you will find that people will be knocking down your doors to be part of your chiropractic family. People buy YOU, just like they BUY people in other professions, like antiques and real estate. Among the biggies.

Always watch the energy levels in your practice — including associates and team members — to ensure that everyone is sharing the same vision and executing 110 percent on your procedures. What I do is I sit the staff down, and have them write down what they think my goals are. How many people I want to see per day, per week, and how much they think I want to collect per week and per month. Have them do this and I think you'll be surprised with the results.

Thanks again for reading my blog.

Dr. Carney

Are you changing the world?

10:49 AM
CHANGE the world?

Yup, you can and you will.

I have. But you know what, I'm still
working on it.

I must have a fire up my A$## because
I'm more determined than ever.

You should be too.

I don't care if you're changing things at
your office, your home, or you're just
changing you.

Just do something - and keep the fire burning.

http://youtu.be/Dou7EWRltlA

Dr. Carney

PS I love your comments. Just leave them.
And be sure and tell your friends about this
blog.

Thanks.

5 Quick Hit Referral Ideas

8:54 PM
Thursday
TEXAS TIME


Hey,

I've been busy.

How about you?

I found something on the internet tonight so I'm going to share it with you.

Every time I go out of town, like in TEXAS, I walk away with great ideas from the doctors. This trip was no exception. Here are 5 quick ideas, all of which can lead to more referrals, more patients, and more revenue for you if you're a go getter.

1. Start a Holiday Conversation - Put this item in your calendar to pop up in early November (for Thanksgiving) through the end of December (Christmas, Hanukkah, and New Year's Day.) You might start the conversation by saying something like: "Who do you get to see over the holidays?" or "Are you visiting with friends and family over the holiday?"

Now, you know what to do with this information, right? These people are possible fuel for a subsequent referral conversation (or on the spot depending on your relationship with your patient.)

2. Meet Them in Their Space - This is a little off the charts, but you have to do this if you want to make some headway FAST. If you are accustomed to your patients coming to your office, it's still a great practice to meet with them in their space from time to time. Offer to meet them at their home or office. Try walking them to their car after a meeting at your office if they're the last ones at the office. See how the nature of your conversation changes. Observe how much more you learn about different aspects of their life. Since money intersects all aspects of their life, what you learn could give rise to new business. At a minimum, you build your business friendship which supports loyalty and referrals.

3. Send Summary Letters - When you provide a brief summary letter or email following your appointment, you enhance the patient experience. It enhances loyalty and referrability. That's huge. With your more sophisticated or successful patients, where it's appropriate to have a business relationship with their CPA, get written permission to copy the CPA with your summary letters. This makes you referable in the eyes of their CPA.

4. Let Them Know About the Value Discussion - You know that the Value Discussion is the cornerstone for asking for referrals. Even if you don't ask for referrals, you should be checking in with your patients almost every visit to make sure the communication is to their liking and your relationship is on solid ground.

5. An Idea to Run by You - "Get Permission to Brainstorm." Some folks just don't find the word "brainstorm" natural in their conversation. Here's a different approach that you might like to use. After the Value Discussion, try saying to your patient, "I have an idea to run by you. Let's see if we can identify a few folks you think should know about chiropractic." (Or similar verbiage.) Oh yeah, this works no matter what type of work you do, from antiques to real estate. All businesses are the same. Everyone needs patients, clients, customers, etc.

Well it's getting late, and I'm going to watch a little TV in TEXAS. (*Like it's going to be any different here. Yeah right.)

Have a great tomorrow. I look forward to you reading this and commenting on it.

8:03 AM
TEXAS TIME

Oh yeah, TEXAS TIME.

I made the treak to TX yesterday.

And boy was it a treak.

I went to San Diego, and left about say
5:00. I figured I'd be on the road for about
an hour, check in, go through the crap at
the TSA station, and then have time to sit
down and take it easy.

I always like to read a little and reflect
what's going on. Kind of plan my day.

Well... that all came to an abrupt end when I
made it to San Diego. I was there in plenty of
time, but they do not have a parking garage.

So...

What that means is... if you come to the airport
on the wrong day, at the wrong time, you're going
to drive around in circles.

Until someone deplanes and leaves.

That's what I was doing.

Driving around in circles. For 20 minutes. By
this time it's about 6:45 AM.

Okay then I make the walk, but I lose my phone.

So I take everything out of the car, and start
trying to find my phone. People are driving by,
asking me if I'm leaving. "Nope, just can't find
something."

They drive off mad.

Oh well. Anyway...

So I finally find it. It's in the car, in the back
floorboard. How it got there, I have no clue.

Then I hurriedly head to the walkway and escalator.

Then as I'm coming down, I find this huge line. I mean
it's the wrong time, wrong day. The line wraps around and
goes back at least 100 people.

Well, I still have 40 minutes, so I should be good.

Wrong.

It takes me at least 20 minutes to go through this line
and finally, after taking off my shoes, bearing my soul,
I make it through. I start looking for the gate, and guess
what?

This is for Gates 3-10.

I find out I need to be at Gate 1.

Crap.

Now I have 15 minutes left. I am pulling around my suitcase,
'hot' and trying to find GATE 1.

It's at the other end of the airport.

So I run over there ad run into, you guessed it...
a long line. And TSA is taking forever. I mean I've
never been in a line that moved this slow.

Remember, my plane leaves in 10 minutes. I finally
get through, and I run to the Gate, and they're ready
to shut the door. I make it but I'm sweating. I find a seat
and sit down and think, "How did I do that?"

Anyway, I made it.

And I'm here in TEXAS.

So let me share something else with you.

It's about Steve Jobs.

Before the release of the now famous first Mac,
when the project was months behind schedule,
Steve Jobs used this slogan to motivate his
workforce, pushing the project to completion...

"Real Artists Ship"

Now you have to think differently to get this
meaning.

Here's an excerpt from the book, Insanely Great,
that talks about the origin of the slogan...

---

Jobs's speeches were punctuated by slogans. (remember
that if you're trying to motivate your staff or someone).

Perhaps the most telling epigram of all was these three-words
Jobs scrawled on an easel in January 1983, when the
project [the release of the first Mac] was months overdue.

REAL ARTISTS SHIP.

It was an awesome encapsulation of the ground rules in the age
of technological expression.

The term "starving artist" was now an oxymoron.

One's creation, quite simply, did not exist as art
if it was not out there, available for consumption,
doing well.

The final step of an MAC artist--the single validating
act--was getting his or her work into boxes, at
which point the marketing guys take over.

Once you get the computers into people's homes, you have
penetrated their minds.

Got it?

At that point all the clever design decisions you
made, all the twists and turns of the interface,
the subtle dance of mode and modeless, the menu
bars and trash cans and mouse buttons and everything
else inside and outside your creation, becomes
part of people's lives, transforms their working
habits, permeates their approach to their labor,
and ultimately, their lives.

But to do that, to make a difference in the world
and a dent in the universe, you had to SHIP. You
had to ship. You had to ship. Real artists SHIP.
---

Here's my twist on that: real artists (people in
business) sell.

I say this because we're not all like Apple in terms of brand
names & exposure. That ain't happenin'

And in order for you to spread the gift of your
product or service, you've got to master the art
of selling.

You may think you don't sell, but you do.

You've got to complete the product and ship it.
And yes, real artists do ship.

But that product won't get shipped to anyone
unless they are SOLD on purchasing it.

I don't care if you're selling chiropractic,
antiques, real estate, counseling, etc.

So to be successful, make the decision now to
master the art of selling what you do...
which encourages people to open their wallets
for you.

And then develop ways to get and keep people's attention.

It's up to you.

I know it's tough, but if you want money, and you
want people to remember you, you have to SELL yourself
to them. Daily.

Dr. Carney

You can actually, finally... make some money.

Hi,

If you have one bone in your body, and I mean one bone
that likes marketing, and likes making money, you might
actually like this post.

Yeah it's Thursday and it's early in the morning, but hey,
you're going to learn how to make some extra money so chill
out.

Here's a 30 second test for you:

What's the difference between these two sentences:

1. How you can fix any staff problem in 90 minutes or less

2. How you can actually fix almost any staff problem in 90
minutes or less

If your answer had something to do with the two words, 'almost'
and 'actually' being added to this sentence... then you're right
on the mark.

Congratulations.

Yes, that's right. The second word is actually.

What does this word actually achieve?

Let's have a look at another example before we attempt to answer
this question:

1. "How you can build a ten million dollar property empire in less
than 7 years.

2. "How you can actually build a ten million dollar property empire
in less than 7 years."

Here's another example.

3. Local Temecula real estate woman reveals new done-for-you system
which reveals how you can actually build a ten million dollar property
empire in less than 7 years.

Hmmmm... so what does inserting 'actually' into the copy actually
achieve?

What do you think people would do if they (people that are looking to
buy property in today's economy) saw this headline about the local
Temecula real estate woman?

It says what she is about to reveal is really TRUE, doesn't it.

And it also insinuates (without really stating it) that what
other people have said in the past is not totally accurate.

So in the example above... with the market being skeptical about
the property market... this works quite well. If I were a real estate
person I could take that headline, 'tweak' it my situation and sell
the 'hell' out of stuff, but hey, that's a secret and I'm not going
to share it with anyone.

Well maybe a few people. The ones that are smart enough to read my blog.

Here's a few other examples:

1. How you can purchase brand new cars at dirt cheap prices

vs

2. How you can actually purchase brand new cars at dirt cheap
prices

Notice how the word actually makes you want to find out more. So
rather than just going 'Yeah. Sure. Nothing in this world is for
free'... you're interested in how it's actually done.

Let's try another example...

1. How you can meet the love of your life in 90 days or less

2. How you can actually meet the love of your life in 90 days or
less

Are you starting to get the picture here? Ok.

Here's an example I just pulled out of the local TV guide that
we can actually apply to what we're talking about by changing:

- Amazing TV & Radio Antenna Gives Superior Reception At Our Best
Price Ever

- Amazing TV & Radio Antenna Actually Gives Superior Reception At
Our Best Price Ever

Notice what else the word 'actually' allows us to do?

It sets the scene for us to explain why it can actually do what we say
it can. Which sets up a great excuse to explain our unique selling
proposition at the same time, doesn't it?

Think about it.

Here's a million dollar template. You can read this, tweak it for your
industry, then make money.

You could follow up this comment with a sub-headline like:

WARNING: Not all real estate people are the same. Some of them
say they give superior service, but when you call them you have
trouble getting ahold of them on the phone when you want. The
reason for this is (insert problem with other agents). What makes
me different is (insert your USP here).

So there they are my friend.

2 words which could have a serious effect on the believability
of your advertising.

Whenever you feel as though you're making claims which others may perceive as
'too good to be true' call on your 2 new friends: almost and actually.

They'll always be there to help you.

If you were smart, you'd make sure you save this and refer to it at
a later time.

But that's if you're serious about making money. Actually I am and I'm
sure you are as well.

Dr. Carney

I'm a little pissed off....

I wrote an earlier version of this but for
some reason, this piece of crap site logged
me off, so that was all lost.

Gone.

Zapped out of here.

But oh well.

I'll survive.

As I said before, this is something you
will want to read.

It's engaging and it tells you that emails work.

Here's the email. Read it and tell me what you think.

-----------email from my mentor-------------

Doc, sometimes revenge is so sweet.

Back in the day as a struggling sales guy, where my quota was never met and my firing seemed to be a rapidly approaching event. There was always the guy in the company who seemed to close sales no matter what happened.

He was the Alpha Male Sales Guy.

You know the kind.

Outgoing, good looking, confident, brash and usually had a side thing working with the receptionist or some other gal. While his oblivious wife or girlfriend had no clue he was making it with another woman on the side.

That guy always got in my crawl.

When my sales goal was not going to be met again, he'd usually make his way over to my dilbert cube and rub his success in my face. Showing me his commission checks, telling me that "I just need to make more phone calls" and then laugh at me while he went to lunch with the boss... again.

Job after job after job the alpha males rubbed his success in my face. He wins, I lose and feel like an idiot, wondering when I'm gonna get fired... again.

Humiliated beyond belief, I determined to 'get even and get revenge' against all the Alpha Male Sales Guys I'd ever met or ridiculed me.

My revenge wasn't going to be physical, mental, nor would I rub it in their faces. I just wanted the personal satisfaction of beating Mr. Alpha Male.

For the next 4 years, I took all my training in direct sales, cold calling, direct response marketing and turned it into a system that made me the top sales guy in my company.

Instead of cold calling, I developed methods to get the prospect to call me.

Instead of doing boring free 'show and tell' programs where the prospects just ate my pizza and walked away. I developed a program to get them to buy me lunch and listen intently on my every word, begging me to sell the products to their company.

Instead of running big expensive ads in the journal and industry magazines, I learned how to get free advertising through article submission.

In the end, my commission checks grew and grew and in 2001 it allowed me to leave my job to pursue my dream of having my own company.

All because of the Alpha Male Sales Guy who kept rubbing his success in my face.

Now that same system and process I used to grow my commission checks, become a business to business sales genius and leave the Dilbert Cube can be yours for $1.

This offer goes away on Friday October 21.

This is the best offer you'll ever receive on this system.

You get to start working more commission checks, your reputation grows and you can tell the Alpha Sale Male to 'hit the road jack.' While you go have lunch with the boss this month.

------------end of email----------------

Well there you go. You see, when you tell a story people will read your emails. That's what happens when you hire me to write your stories and emails. You get people following your emails and actually looking forward to them. Simple, easy and very effective.

If you want to know more, or you just want to get on board, the cost is only $97 per month. I write 'em, you send them out. That's all there is too it.

Dr. Carney
http://www.OutrageousChiropracticMarketing.com
(951) 760-0798
drroddc@yahoo.com

Bet you didn't know this...

Saturday
4:07 PM

It's been a fun day. I drove to Escondido, CA for a street fare, only to find out that the fair wasn't until Sunday.

Go figure.

But hey, I went to Temecula, and went to the Rod Run. There were about 150 or so cars, and some of them really nice. There was some old classics, some hot rods, and even some really nice street cars.

But since this is a marketing site, I'm going to give you something to think about.

Steve Toepfer, an associate professor in Human Development and Family Studies at Kent State University at Salem, has conducted research showing writing letters of gratitude increases the author's happiness.

That be you. So not only does it help you, it helps cement your relationship with the people you write the thank you's and letters too.

Steve Toepfer has always been interested in the power of writing.

In 2007 Steve created an assignment in his Building Family Strength class to show students that being kind to others had psychological benefits, and he measured these benefits in a pilot study where participants wrote letters of gratitude.

Toepfer co-authored the paper titled “Letters of Gratitude: Further Evidence for Author Benefits".

The study examined the effects of writing letters of gratitude on three primary qualities of well-being: happiness (positive affect), life satisfaction (cognitive evaluation) and depression (negative affect).

Gratitude also was assessed.

A sample of 219 undergraduate students who were relatively happy were recruited by the university’s Kent, Salem and Stark campuses to participate in the study.

Study participants, who ranged in age from 18 to 65 with a mean age of 25.7, filled out a battery of questionnaires about their well-being, and then they returned to the research lab three more times about a week apart.

The experimental group wrote a letter of gratitude each time while the control group did not.

Both groups filled out questionnaires at each visit.

For the group that did not write letters but filled out the questionnaires, their well-being did not change.

So when I tell you that you need to hand write thank you's and letters at least once a week, I'm seriously talking about you helping yourself, as well as the patient.

It's not hard, you just have to do it.

I know it's hard, but hey, you want to be busy and you want your patients to be happy, so just get a pen out and start writing. It's not that hard.

Dr. Carney

"What the mind of man can conceive and believe, it can achieve."
Napoleon Hill


And this goes for you ladies too.

If you can think it and believe it, it's a reality! Everything starts as a thought. Think about it.

Your first job was first a thought in your head.

Then you believed that thought.

And then that thought became a reality when you started your job.

It's happened to you thousands of times. Maybe, sometimes, it wasn't the most positive thing that happened to you.

You know how to do it though. You must take those positive things you want to happen in your life and muster them up.

You can't think them up unless they are possible.

Your brain wouldn't let that happen.

So, maybe you dismiss them because you don't think they are possible.

You're wrong! They are possible. You thought them up.

Now that we've got that settled, make it happen.

You thought it up. Believe it now.

Now it's a reality!

Dr. Carney

Do you know how to write them?

Thursday
7:15 AM

This is my blog for Friday. I might, and I say 'might' write another blog post tomorrow, but for right now, I want to tell you, I'm way ahead of the deal.

So... let's talk about bullets.

A successful copywriting technique is to use lots of "bullets"
in your copy - short sales points presented in bulleted lists.

But have you ever sat down to write copy for one of your
products, only to find it difficult to pull out of the product
the salient sales points you need to write strong bullets?

I know I have so I'm going to give you the answers on a silver platter today.

If you're a marketer, there's an easy way to avoid this problem
... and write kick-butt, kick-ass bullets that generate more
sales from every promotion you mail or e-mail.

Are you ready?

And it starts way before you write a word of your copy. In fact,
for maximum results, this step should be performed during
creation of the actual product itself.

Don't forget that.

The method is to "build bullets" into your product or services.

By that, I mean come up with a list of features you think would really
convince your prospects to buy the product.

Or write a list of bullets you'd love to be able to use in your
copy. And then, design all those features and bullets into the
products or services as you are developing them.

Let's say you are hiring a writer like me to create a how-to e-book you
want to sell on the Internet on growing a vegetable garden in
your back yard. (I'll tell you more about a product that I'm working
with the formulator on later, but let's just keep on keeping on
right now, to finish this post.)

You have a section on growing bigger tomatoes. (I can show you
how to grow the biggest tomatoes you've ever grown with one little
addition of this special ingredient.)

Make a list of the specific steps you take to make your tomatoes large and
juicy. If the list is five items, give it to your e-book writer
so he can write a few paragraphs on each.

Now, when you write the sales copy for the e-book, you can
write a bullet that says, "5 ways to grow tomatoes so big, you
can make a dinner out of them." (I can now safely say I can do
that with the proprietary ingredients I now have available.)

A mentor of mine had a client who was an industrial manufacturer
who used this technique with great success. They manufactured
"spectrophotometers," which are instruments used to measure
color.

Their competitors had all come out with a new generation of
instruments, and his client was late to the game. But they used
this to their advantage.

They carefully studied the other brands, made a list of flaws,
and designed their new spectrophotometer to provide superior
performance in each area where their competitors were weak.

In their product launch, they showed a picture of their new
instrument. Call-outs highlighted every feature that made their
device superior to their competition.

The launch was their most successful ever, because the "bullets"
for their sales copy had been carefully built into the product.
And they clearly distinguished the company's products as
superior in many ways to all others in that field.

As a business person, you rarely have any control, but as a marketer,
you often do. If you are an information marketer, it's easy to
design products with great sales bullets built in. If you're a
doctor, it's a little harder, but you can do it. If you're an
antique dealer, you can definitely tell a story and get them engaged
in what you're offering, at any price. But it takes bullets.

Here's what you do.

Just make the list of bullets your table of contents, and write
or record an info product that covers all the points listed
there. The more transparent the sales points in the product, the
happier the buyer will be.

Avoid writing bullet points that sound great "but aren't really
covered in your service or product". Info product buyers often compare the
product to the promotion. If they can't find content reflecting
the bullets that caused them to buy, they will complain or ask
for a refund.

The great copywriter Milt Pierce, tells the story of
when he was hired to write a direct mail package on a book on
decorating by a famous author in that field.

He brought in his copy. The publisher and author read it. When
they were finished, the publisher said to Milt, "This is
incredibly strong promotional copy. The only problem is that
it's not what is in the book."

Milt replied: "It should be." And according to him, the author
and publisher agreed to rewrite the book so it reflected in the
letter copy. When mailed, the package worked like gangbusters
and the book sold like hotcakes.

The old-time mail order guru Melvin Powers did it a better way:
when he wanted to publish a new book, he would write and run the
ad first.

Of course, he wrote the strongest ad possible. If it pulled, he
then quickly wrote and printed a book that delivered all the
content promised in the ad copy. If the ad bombed, he never
wrote the book and just refunded the money to those few readers
who had ordered.

So that's a little secret. You need to be on your game if you're
going to write bullets first, but when you do, it's more or less
like an outline.

Once you have your outline, then you cater your book to the outline
and you're home FREE.

Hope this helps you.

Marketing can be FUN.

I love it.

Dr. Carney

PS If you want help, you can become a client. If you can do it yourself,
then by all means, just do that. It just depends is you have the time and
you like wasting money or not.

today is WEDNESDAY

Hey, it's now 3:20 PM
My time is passing away.

I just did an ad for a doctor in La Quinta, CA

It's a Polo Injury, come see me AD.

I took what he gave me and turned it into a
killer, unbelievable AD if I do say so myself.

It rocks.

And I also watched this video.

It's totally awesome and the way I think
about life and life's challenges.

Dr. Carney

http://youtu.be/8rwsuXHA7RA

Do you really want to be WRONG?

9:46 AM
Wednesday

Hey,

Watch this first:

http://www.youtube.com/watch?v=OxZz-nXTeCs

Just a few quick thoughts about Einstein.

Read this entry as I think you'll get a lot out of this post.

The early life of Einstein gives us some clues to the great man he would become.

That's if you're looking for those clues.

He was never one to dominate conversation to prove his intellect. Even as a child he didn't talk much. It has been said that he didn't talk until the age of 3 (there are conflicting accounts on this).

But it took him a little longer to talk than the average child.

Yet, we must remember that Albert Einstein was far more than average.

Einstein's parents hardly coddled their firstborn. They gave him tremendous freedom to roam and grow. This no doubt had a positive outcome on his development. When he was just 4, he was allowed to roam the neighborhood alone. Believe it or not, his parents even encouraged him to cross the street on his own at this young age. They watched the first few times to ensure that he looked both ways, but soon he was on his own.

Now keep in mind, when he was crossing the street, he wasn't dodging Fords, Chevrolets, Mercedes or cars with a lot of horsepower. He was dodging only true horse power!

In other words, he was dodging horse-drawn carriages.

But, it was still very dangerous for the young child. In our world today, I would not encourage my kids to roam the neighborhood alone, even though I’m on a non busy street in a secluded area.

That being said, the principles of self-reliance and risk that Einstein's parents implemented in his life are ones we can perhaps model on a smaller scale. Einstein certainly modeled this behavior with his own son on a smaller scale.

In his late 20s, Einstein moved to Zurich with his first wife, Mileva, and their son. Friedrich Adler was living near Einstein and they became great friends. They would often get together to share ideas. Oftentimes their sons would get rowdy and it would be hard for the two men to talk. Other parents might barge in and tell their sons to be quiet, that they are having a meeting. Not Adler and Einstein. These great thinkers would climb into the attic to carry on their conversation. They allowed their boys to grow and explore, even if they were “noisy”.

His freedom as a child and the freedom he gave his son were in part due to his attitude on failure. He was not afraid to fail.

After all, he tackled some of the most perplexing questions of our universe. Many would have shied away from tackling these questions simply because the rate of failure seemed extraordinarily high. However, it is evident that Einstein was not afraid to be wrong or to fail.

When Einstein was 50, reporters were hounding him for an interview during the time in which he was working on a unified field theory. Put into layman's terms, this meant he was working on a theory that would explain the entire universe in a single mathematical equation. He had the attention of the world.

Reporters parked outside his home in the vain hope for an interview. Many kept all-night vigils waiting for the story. As a rule, Einstein did not chase the spotlight and dodged the requests often.

It was the same in this instance as well. He did, however, allow an interview with one reporter from The New York Times. You see The New York Times was edited by Carr Van Anda, and Van Anda had found an error in one of Einstein's previous equations. Imagine that! The editor of The New York Times finding an error in the math of Einstein!

Don't you think that Einstein must have been irate that the editor would point this out? He must have been insulted. Actually, on the contrary, Einstein was impressed and that is the reason he allowed an interview to the reporter from The New York Times.

You see, Einstein was not afraid to be wrong, and when corrected he was not insulted.

At Princeton, Albert Einstein was more like a kindly uncle. When he arrived in 1935, he was asked what he would require for his study. He replied, "A desk, some pads and a pencil, and a large wastebasket—to hold all of my mistakes."

Albert Einstein spent his last two decades trying to reconcile quantum physics with relativity. His Holy Grail—a so-called "Unified Field Theory"—eluded him. He once casually mentioned to a colleague that he was on the verge of his "greatest discovery ever," before admitting that "it didn't pan out" just two weeks later.

One day in his twilight years, he received a letter from a 15-year-old girl asking for help with a homework assignment. She soon received a curious reply: a page full of unintelligible diagrams, along with an attempt at consolation: "Do not worry about your difficulties in mathematics," Einstein told her, "I can assure you that mine are much greater!"

The man who was the greatest success at mathematics also failed a lot at them. But that didn't stop him from moving forward.

Not only was he willing to take risks in math, he also risked when he gambled. While attending a physics symposium in Las Vegas one year, Albert Einstein, to the astonishment of many of his sober-minded colleagues, spent a fair amount of time at the craps and roulette tables.

"Einstein is gambling as if there were no tomorrow," an eminent physicist remarked one day. "What troubles me," another replied, "is that he may know something!"

Too often in life, we attempt to spend all our energy demonstrating how we are right instead of accepting constructive criticism and getting better.

This is not true of Einstein.

Not only was he not afraid of being wrong, he was not afraid of being corrected. Ask yourself honestly: How do you respond when you are corrected? Do you lash out or are you grateful? I know I have in the past and I don't think that was the right thing to do.

If you want to develop the mind of Einstein, you must not be afraid to fail; allow yourself the opportunity to fail.

Herman Melville put it this way: "He who has never failed somewhere, that man can not be great."

Thomas Edison, when he was constructing the light bulb, built 1,000 prototypes that did not work before he successfully built the one that we still use today. A reporter asked Edison how it felt to fail 1,000 times. Edison replied, "You misunderstand. I did not fail 1,000 times. I successfully found 1,000 ways that the light bulb would not work."

Edison, like Einstein, did not view failure the way so many do.

They viewed it as acceptable and a way to learn and grow.

The fear of failure could have paralyzed Einstein and Edison, yet it did not. What about you?

Are you so paralyzed with fear that you have settled for mediocrity?

Don't allow that to happen. Embrace risk and failure. Learn that it is OK to be wrong, and run headlong into the rewards of risk as Einstein did.

I'm trying to make this blog as interesting as possible. I was on a phone call today with one of my mentors, and I'll tell you, forty or so minutes passed by like no other. It was fun, entertaining and highly educational. I told Troy we need to do this once a week and record them. This way we can share our thoughts with the world.

And maybe even make a little money.

Dr. Carney

PS If I screwed up in this blogpost, don't tell me about it. I'm just sharing.

The Johnny Depp Guide to Mesmerizing Marketing

The Johnny Depp Guide to Mesmerizing Marketing
Sunday
for
Monday

10:23 AM

Hey, I'm here.

Thanks for checking in.

Today...

I'm going to talk to you about Johnny Depp, and how he markets
himself. Apply what he does and you'll be making more than you're
making now.

GUARANTEED!!!

"On Stranger Tides" is just one more in the long line of
big budget Hollywood movies.

Or is it?

Actually, it happens to be just another movie that Johnny
Depp 'refused' to appear in for anything short of $42,000,000.

Yeah that's $42,000,000 million. I wouldn't turn it down, but
again, that's me and Johnny Depp is Johnny Depp if you know what
I mean.

He charges that amount BECAUSE the movie can’t exist with
out him.

Here's what I mean.

As you know, Johnny’s the star of the show "Pirates of the Caribbean".

Without Captain Jack Sparrow being there, is like an ice cream
sundae - with no ice cream.

But if Johnny Depp didn’t act in movies — if he were a regular
job-holding guy from Kentucky — nobody would care about him.

Right?

Nobody would pay him. No one.

That could have easily happened to him.

Here's the real deal.

John Christopher Depp is a high-school dropout from Lexington, Kentucky.
He once made a (sort of) living as a ballpoint pen salesman. He was unshaved.
His clothes were old and torn. He looked like a hippie. Reclusive. Possibly
homeless.

That doesn’t match his public image now, does it?

We’re used to seeing Johnny Depp behind four millimeters of stage makeup,
in hand-tailored black tie, and signing $42 million Hollywood film contracts.

How does he do it?

How does a normal guy become an A-list star — attracting a raving following
and getting paid MILLIONS of dollars to do what he loves?

The answer is simpler than you might think.

Johnny Depp knows his audience. He knows how to market himself the right way.

"On Stranger Tides" isn’t about entertaining Johnny.

It’s about entertaining his audience.

Johnny isn’t messing around trying to collect his thoughts or share breaking
news in pirate technology.

No, he’s giving his audience the content they’re looking for. He’s connecting
and delivering. Here’s what Johnny Depp means to you as a business person.

You’re actually in the entertainment business.

Every byte of data you blast out to your people is a piece of your movie.

Each time you publish a blog post, everytime you write an email, send a newsletter, send a flyer, run an insert in the paper, you’re broadcasting a scene — a link in
the chain — that brings your film to the next level (if you do it correctly).

It takes work.

Some days you feel like retreating to your little hometown …
But remember, when the camera’s running, you have to connect.

It takes focus and lots of it.

You aren’t doing this to become a better business person, even if that’s a sneaky side effect.

You aren’t doing it for the fame or money — though money facilitates the journey.

You aren’t doing it just for you — though you absolutely love what you’re doing.

The moment you focus on those things, you lose your touch.

Like an major league baseball player at bat, your eyes have to be glued to the ball.
You ignore everything else, and you aim for a grand slam.

Prepare your script to match your audience’s deepest desires. Peek around the
curtain and listen to the gossip. The tools are before you, pleading to be used.

Get your act together, then deliver.

Like it or not, when you focus on your marketing, the people will come.

Forget the marketing and you'll struggle.

Just ask Johnny Depp.

2nd post for the day.... woohoo

Hi,

7:56 AM
Thursday
(opening the new weight loss center
in San Marcos today)

Here's what one of my mentors wrote.

Let me know what you think.

"I spent a few hours over the weekend watching the TV series,
LOST. And man oh man... do I love the script writing on that show.

Why?

Because it has me constantly wanting to know what's coming next.
It goes from scene to scene... leaving you on 'cliff-hanger' after
'cliff-hanger.'

It's similar, really... to the way Dan Brown, the author of Da
Vinci Code and 3 other best sellers (Deception Point, Angels and
Demons and Digital Fortress) writes.

He goes from chapter to chapter.

At the end of chapter 3... he'll
leave you wanting to know what's
going to happen next.

Then...

he'll 'shift gears' and move onto
another aspect of the story in
chapter 4. At the end of chapter 4...
you're not only interested
in what's happening next for
chapter 3, but you're also
interested in what's next in chapter 4.

In short, he's got you on the line -
you're caught - hook, line and sinker!

So how can you use this little secret
when writing ads and sales letters?

Here's an example:

---pay close attention as this is why I read HIS stuff---

Top business people know it's not enough to be exceptionally
good at what they do. They know they must also get their name
in front of their customers. Let's be honest. What good is it
to have the best 'mousetrap' if nobody ever hears about it?

But don't worry. There is now a new way for a business person
to get exposure to their clients... for pennies on the dollar.
And... you'll learn about it in a few minutes. But first... here
is something else you should be aware of...
---

Notice how the little piece of copy above made a HUGE promise...
and then moves onto another subject... leaving you holding on...
reading every word of the letter... waiting anxiously to learn
the secret 'in a few minutes.

Here's another example:

---
It's a strange situation, isn't it? There are people all over
the country who want the exact product you're trying to sell...
and... there's no cost effective way of getting your message
across to them.

There is now a solution to this problem. But first... let's talk
about what you, as a business person, should never even think
about doing...
---

You'll notice here that we've promised a solution to their
problem. And then digressed to another thing we want to talk
about within the sales letter.

Interesting stuff, isn't it? It's simple psychology. Try telling
your husband, wife or partner that you have a secret... but you'll
have to wait until the end of the week before you let them in on
it.

Odds are they'll be desperate to know... and curious about what
they're about to discover.

OKAY....

What did you think from a marketing standpoint?

Pretty damn cool huh?

Well that's it for this post.

See you on the next one.

When you say?

I don't know, but first, let's see if you can
find out the secret about the weight loss center.

Oh yeah, I'll tell you all about it in a future post,
but you'll have to wait until then.

See ya,

Dr. Carney

3 Stories

Thursday
7:37 AM

I've written about Steve Jobs before.

In fact I think I sent you the video
of him giving this speech.

Take it to heart.

Listen.

Think about what he's saying.

In memory of Steve Jobs, who passed away yesterday here's
the speech.

Like I said, this was a graduation speech to Stanford University
graduates, delivered by Steve Jobs -- who was, at that time,
the CEO of Apple and of Pixar Animation Studios.

This speech was delivered on June 12, 2005.

-----------------------------------------------------------

I am honored to be with you today at your commencement from
one of the finest universities in the world. I never
graduated from college. Truth be told, this is the closest
I've ever gotten to a college graduation.

Today I want to tell you three stories from my life. That's
it. No big deal. Just three stories.

The first story is about connecting the dots.

I dropped out of Reed College after the first 6 months, but
then stayed around as a drop-in for another 18 months or so
before I really quit.

So why did I drop out?

It started before I was born. My biological mother was a
young, unwed college graduate student, and she decided to
put me up for adoption. She felt very strongly that I should
be adopted by college graduates, so everything was all set
for me to be adopted at birth by a lawyer and his wife.

Except that when I popped out they decided at the last
minute that they really wanted a girl. So my parents, who
were on a waiting list, got a call in the middle of the
night asking: "We have an unexpected baby boy; do you want
him?" They said: "Of course."

My biological mother later found out that my mother had
never graduated from college and that my father had never
graduated from high school. She refused to sign the final
adoption papers. She only relented a few months later when
my parents promised that I would someday go to college.

And 17 years later I did go to college. But I naively chose
a college that was almost as expensive as Stanford, and all
of my working-class parents' savings were being spent on my
college tuition.

After six months, I couldn't see the value in it. I had no
idea what I wanted to do with my life and no idea how
college was going to help me figure it out. And here I was
spending all of the money my parents had saved their entire
life.

So I decided to drop out and trust that it would all work
out OK. It was pretty scary at the time, but looking back it
was one of the best decisions I ever made. The minute I
dropped out I could stop taking the required classes that
didn't interest me, and begin dropping in on the ones that
looked interesting.

It wasn't all romantic. I didn't have a dorm room, so I
slept on the floor in friends' rooms, I returned coke
bottles for the 5¢ deposits to buy food with, and I would
walk the 7 miles across town every Sunday night to get one
good meal a week at the Hare Krishna temple. I loved it. And
much of what I stumbled into by following my curiosity and
intuition turned out to be priceless later on.

Let me give you one example:

Reed College at that time offered perhaps the best
calligraphy instruction in the country. Throughout the
campus every poster, every label on every drawer, was
beautifully hand calligraphed. Because I had dropped out and
didn't have to take the normal classes, I decided to take a
calligraphy class to learn how to do this. I learned about
serif and san serif typefaces, about varying the amount of
space between different letter combinations, about what
makes great typography great. It was beautiful, historical,
artistically subtle in a way that science can't capture, and
I found it fascinating.

None of this had even a hope of any practical application in
my life. But ten years later, when we were designing the
first Macintosh computer, it all came back to me. And we
designed it all into the Mac.

It was the first computer with beautiful typography. If I
had never dropped in on that single course in college, the
Mac would have never had multiple typefaces or
proportionally spaced fonts. And since Windows just copied
the Mac, it's likely that no personal computer would have
them.

If I had never dropped out, I would have never dropped in on
this calligraphy class, and personal computers might not
have the wonderful typography that they do. Of course it was
impossible to connect the dots looking forward when I was in
college. But it was very, very clear looking backwards ten
years later.

Again, you can't connect the dots looking forward; you can
only connect them looking backwards. So you have to trust
that the dots will somehow connect in your future. You have
to trust in something -- your gut, destiny, life, karma,
whatever.

This approach has never let me down, and it has made all the
difference in my life.

My second story is about love and loss.

I was lucky -- I found what I loved to do early in life. Woz
and I started Apple in my parents garage when I was 20. We
worked hard, and in 10 years Apple had grown from just the
two of us in a garage into a $2 billion company with over
4000 employees.

We had just released our finest creation -- the Macintosh -- a
year earlier, and I had just turned 30. And then I got
fired.

How can you get fired from a company you started?

Well, as Apple grew we hired someone who I thought was very
talented to run the company with me, and for the first year
or so things went well. But then our visions of the future
began to diverge and eventually we had a falling out. When
we did, our Board of Directors sided with him. So at 30 I
was out. And very publicly out. What had been the focus of
my entire adult life was gone, and it was devastating.

I really didn't know what to do for a few months. I felt
that I had let the previous generation of entrepreneurs down
- that I had dropped the baton as it was being passed to me.


I met with David Packard and Bob Noyce and tried to
apologize for screwing up so badly. I was a very public
failure, and I even thought about running away from the
valley. But something slowly began to dawn on me -- I still
loved what I did. The turn of events at Apple had not
changed that one bit. I had been rejected, but I was still
in love. And so I decided to start over.

I didn't see it then, but it turned out that getting fired
from Apple was the best thing that could have ever happened
to me. The heaviness of being successful was replaced by the
lightness of being a beginner again, less sure about
everything. It freed me to enter one of the most creative
periods of my life.

During the next five years, I started a company named NeXT,
another company named Pixar, and fell in love with an
amazing woman who would become my wife.

Pixar went on to create the worlds first computer animated
feature film, Toy Story, and is now the most successful
animation studio in the world. In a remarkable turn of
events, Apple bought NeXT, I returned to Apple, and the
technology we developed at NeXT is at the heart of Apple's
current renaissance. And Laurene and I have a wonderful
family together.

I'm pretty sure none of this would have happened if I hadn't
been fired from Apple.

It was awful tasting medicine, but I guess the patient
needed it. Sometimes life hits you in the head with a brick.
Don't lose faith. I'm convinced that the only thing that
kept me going was that I loved what I did. You've got to
find what you love.

And that is as true for your work as it is for your lovers.
Your work is going to fill a large part of your life, and
the only way to be truly satisfied is to do what you believe
is great work. And the only way to do great work is to love
what you do. If you haven't found it yet, keep looking.
Don't settle. As with all matters of the heart, you'll know
when you find it.

And, like any great relationship, it just gets better and
better as the years roll on. So keep looking until you find
it.

Don't settle.

My third story is about death.

When I was 17, I read a quote that went something like: "If
you live each day as if it was your last, someday you'll
most certainly be right." It made an impression on me, and
since then, for the past 33 years, I have looked in the
mirror every morning and asked myself: "If today were the
last day of my life, would I want to do what I am about to
do today?"

And whenever the answer has been "No" for too many days in a
row, I know I need to change something.

Remembering that I'll be dead soon is the most important
tool I've ever encountered to help me make the big choices
in life. Because almost everything -- all external
expectations, all pride, all fear of embarrassment or
failure - these things just fall away in the face of death,
leaving only what is truly important.

Remembering that you are going to die is the best way I know
to avoid the trap of thinking you have something to lose.
You are already naked. There is no reason not to follow your
heart.

About a year ago I was diagnosed with cancer. I had a scan
at 7:30 in the morning, and it clearly showed a tumor on my
pancreas. I didn't even know what a pancreas was. The
doctors told me this was almost certainly a type of cancer
that is incurable, and that I should expect to live no
longer than three to six months.

My doctor advised me to go home and get my affairs in order,
which is doctor's code for prepare to die.

It means to try to tell your kids everything you thought
you'd have the next 10 years to tell them in just a few
months. It means to make sure everything is buttoned up so
that it will be as easy as possible for your family. It
means to say your goodbyes.

I lived with that diagnosis all day. Later that evening I
had a biopsy, where they stuck an endoscope down my throat,
through my stomach and into my intestines, put a needle into
my pancreas and got a few cells from the tumor.

I was sedated, but my wife, who was there, told me that when
they viewed the cells under a microscope the doctors started
crying because it turned out to be a very rare form of
pancreatic cancer that is curable with surgery. I had the
surgery and I'm fine now.

This was the closest I've been to facing death, and I hope
it's the closest I get for a few more decades. Having lived
through it, I can now say this to you with a bit more
certainty than when death was a useful but purely
intellectual concept:

No one wants to die.

Even people who want to go to heaven don't want to die to
get there.

And yet death is the destination we all share. No one has
ever escaped it. And that is as it should be, because Death
is very likely the single best invention of Life. It is
Life's change agent. It clears out the old to make way for
the new.

Right now the new is you, but someday not too long from now,
you will gradually become the old and be cleared away. Sorry
to be so dramatic, but it is quite true.

Your time is limited, so don't waste it living someone
else's life. Don't be trapped by dogma -- which is living
with the results of other people's thinking. Don't let the
noise of others' opinions drown out your own inner voice.

And most important, have the courage to follow your heart
and intuition. They somehow already know what you truly want
to become. Everything else is secondary.

When I was young, there was an amazing publication called
The Whole Earth Catalog, which was one of the bibles of my
generation.

It was created by a fellow named Stewart Brand not far from
here in Menlo Park, and he brought it to life with his
poetic touch. This was in the late 1960's, before personal
computers and desktop publishing, so it was all made with
typewriters, scissors, and polaroid cameras. It was sort of
like Google in paperback form, 35 years before Google came
along: it was idealistic, and overflowing with neat tools
and great notions.

Stewart and his team put out several issues of The Whole
Earth Catalog, and then when it had run its course, they put
out a final issue. It was the mid-1970s, and I was your age.
On the back cover of their final issue was a photograph of
an early morning country road, the kind you might find
yourself hitchhiking on if you were so adventurous. Beneath
it were the words: "Stay Hungry. Stay Foolish."

It was their farewell message as they signed off. Stay
Hungry. Stay Foolish. And I have always wished that for
myself. And now, as you graduate to begin anew, I wish that
for you.

Stay Hungry. Stay Foolish.

Thank you all very much.

----------------------------------------------------------

that was Steve Jobs...

a real visionary

Don't settle for less.

Life is way to short, and you realize that more and more
the older you get.

Enjoy your day.

Dr. Carney

Are You Sloppy at Your Office or Place of Work?

Tuesday
7:53 PM
Wow.

I'm listening to Def Leppard and enjoying writing my blog today.

See if you like it, and leave me a comment.

If there's one thing I cannot stand it's sloppy
customer service. I mean I hate it when someone, like
a young person treats you like you're navel lint.

I mean you're lucky if they even acknowledge you as a
customer.

So today I'm going to rant about it... by telling you
a story of one of my mentors. He sent me this email and
I'm going to share it with you.

Here's his story.

We spent three nights at a 5 star hotel over
the long weekend, with breakfast included.

On the last day, we were handed a bill for $76
for two full breakfasts.

I spoke with the lady in charge of welcoming
people, except she refused to smile and was
clearly the wrong person for the job.

Rather than calling reception and sorting things
out, she said I had to pay and I could get
refunded at reception.

I refused. And she eventually hand-balled it to
reception (but without calling them).

When we went to reception on check-out it was
a non-issue.

Why couldn't that lady have made a simple call
to reception? Why couldn't she have done
everything possible to ensure she didn't annoy a
customer? Why did she have to inconvenience
us for the problems with their system? Why did
she have to offer such sloppy service?

Because she...

DIDN'T CARE ENOUGH

Which brings me to a point about customer
feedback forms.

I was chatting with a client last year who said:
"We never get any negative feedback on our
customer feedback forms - only 5 stars."

I asked him: "Who do people hand the forms to?"

He said: "The person who did the job"

I said: "Are you crazy. Do you think the customer
is going to hand in negative feedback directly to the
person they are unhappy with? And if they do, what
are the chances they will get thrown away / ripped
up before they reach you?

He said: "Oh, yes. I didn't think of that."

So the rule is: Make sure the feedback form goes
directly to you. And don't make them sign it or
anything like that. People like to be anonymous.

And really that's best.

The second rule is: Make sure you read it. Even
Richard Branson says he reads and responds to all
letters from business class customers to his airline,
saying: "It's not wasting time, it's research."

And it prevents you from unknowingly offering
sloppy service.

Make sure you're getting feedback from your patients
and customers. If you don't, you're going to lose business.

That's just the way it is.

Dr. Carney

Do you like it?

Tell me if you like this.

Okay, it's just the end of winter.

Your car looks like a pig pen, inside and out.

Then you find this AD.

Would you consider having this done.

Pretty simple, but there are a lot of ways to skin
the cat and this is just one of them.

use this example as a template to write your own ad
or contact me and we'll talk.

Enjoy your day.

If you're not marketing like this, you're missing out
on bigger and better money.

Easier too.

Here's the AD.

"What Are People Thinking About You?"

Driving a shiny car is a great way to experience luxurious transportation without the hassle of chartering a yacht or riding a peacock to work. Transform your regular vehicles into ritzy rides with today's Autosmart Mobile Detail Coupon, redeemable throughout Fallbrook, Murrieta, and Temecula. Choose between the following ultimate car detaining options:

* For $39, you get an Imperial detail package for one car (a $185 value).
* For $79, you get an Imperial detail package for two cars (a $370 value).

Autosmart Mobile Detail's trained and detail minded technicians tote powerful equipment and biodegradable cleansing products to cars, purifying paint jobs, expunging interiors, and leaving your ride gleaming like they just came off the show room. Experienced staff, like Zeus and Poseidon showing up at a party, bring their own water and electricity to your chosen location, letting you kick back in comfort without worrying about high utility bills. The imperial package TEAM scours your car inside and out, beginning with a thorough vacuuming of the interior and trunk space before an aromatic shampoo absolves upholstery and floor mats of past fast-food and droppings. Then our techs carefully polish all vinyl panels, pockets, and cup holders, venturing into middle consoles to clean darkened corners, before sanitizing sullied door jambs.

Moving to the exterior, our chassis chasteners purge exterior paint jobs of debris and impurities with a gentle hand wash and "clay" application. Your ride's tires and rims are then cleaned, polished, and dressed while staff members listen sympathetically to cars gossip about how the Mustang down the street never washes behind its tires. Then your windows and chrome are washed to a glossy state, and the detail package culminates with an eye-catching high-gloss glaze. Your car will never 'feel' and 'look' this good again.

If you're interested in creating an eye catching ride, in less than two hours, CALL the office today and schedule an appointment with the Doctors of Detail, Kim and Larry. You'll love the results. In fact, you'll be driving an almost 'new' car for virtually pennies. Call today. (951) 760-0798

Now Featuring the SECRET: Benefits!

1:09 AM
Tuesday morning

As you can tell, I don't have anything else to do, except write this blog and that's what I'm doing right now... for you.

One of the most repeated rules of compelling copy is to stress benefits, not features. In other words, identify the underlying benefit that each feature of a product or service provides to the prospect, because that’s what will prompt the purchase.

Now unless you're an accomplished marketer you don't know what I'm talking about probably.

Okay hold on and you'll find out why this is important to your bottomline.

This is one rule that always applies, except when it doesn’t. We’ll look at the exceptions in a bit.

Fake Benefits

The idea of highlighting benefits over features seems simple. But it’s often tough to do in practice.

Writers often end up with fake benefits instead.

Fake benefits will kill sales copy, so you have to be on the lookout for them in your writing. Here's an example:

Balance Blood Sugar Levels Naturally!

That sounds pretty beneficial, doesn’t it? In reality, there’s not a single real benefit in the headline.

True Benefits

Apply the “forehead slap” test to see if your copy truly contains a benefit to the reader. In other words, have you ever woken up from a deep sleep, slapped yourself in the forehead, and exclaimed “Man… I need to balance my blood sugar levels naturally!”

I don't think so.

So getting someone to pull out their wallet to buy that so-called “benefit” will be difficult at best.

Here’s how to identify the real benefit hidden in that headline:

Nobody really wants to balance their blood sugar levels.

No one.

But anyone in his or her right mind DOES want to avoid the misery of blindness … cold, numb, painful limbs … amputation … and premature death that go along with diabetes.

Are you getting it yet. And this info applies to ANY BUSINESS.

ANY BUSINESS.

A high risk person will want to avoid the terrible effects of diabetes.

That is the true benefit that the example product offers.

How to Extract True Benefits

So, how do you successfully extract true benefits from features?

Here’s a four-step process that works:

* First, make a list of every feature of your product or service.
* Second, ask yourself why each feature is included in the first place.
* Third, take the “why” and ask “how” does this connect with the prospect’s desires?
* Fourth, get to the absolute root of what’s in it for the prospect at an emotional level.

Let’s look at a product feature for a fictional RSS Feed Reader:

Feature:

“Contains an artificial intelligence algorithm.”

Why it’s there:

“Adds greater utility by adapting and customizing the user’s information experience.”

What’s in it for them:

“Keeps the things you read the most at the forefront when you’re in a hurry.”

Emotional Root:

“Stay up to date on the things that add value to your life and career, without getting stressed out from information overload.”

Getting to the emotional root is crucial for effective consumer sales. But what about business prospects?

When Features Work

When selling to business or highly technical people, features alone can sometimes do the trick. Pandering to emotions will only annoy them. Besides, unlike consumers (who mostly “want” things rather than “need” them), business and tech buyers often truly need a solution to a problem or a tool to complete a task. When a feature is fairly well known and expected from your audience, you don’t need to sell it.

However, with innovative features, you still need to move the prospect down the four-step path. While the phrase “contains an artificial intelligence algorithm” may be enough to get the Slashdot reader salivating, he’ll still want to know how it works and what it does for him. The What’s in it for me? aspect remains crucial.

For business buyers, you’re stressing “bottom line” benefits from innovative features. If you can demonstrate that the prospect will be a hero because your product will save her company $120,000 a year compared to the current choice, you’ve got a good shot.

While that may seem like a no-brainer purchase to you, you’ll still need to strongly support the promised benefit with a detailed explanation of how the features actually deliver.

Remember, change scares the business buyer, because it’s their job or small business on the line if the product disappoints.

Sell With Benefits, Support With Features

We’re not as logical as we’d like to think we are.

Most of our decisions are based on deep-rooted emotional motivations, which we then justify with logical processes. So, first help the right brain create desire, then satisfy the left brain with features and hard data so that the wallet actually emerges.

If I were you, I'd read this again and again until it actually makes sense.

When you can relate to your copy like this, you're going to SMASH the competition with your ADS.

Dr. Carney

YOU are a GENIUS... How about just 8 words...

Sunday again

10:54 AM

I'm writing a ton of stuff today.

Why?

I don't know, but hey maybe it's the
new software I've installed on my
computer that gives messages to my
subconscious every 4 seconds.

I'm not sure, but I'm a changed man
and it's happened overnight, so you
decide.

Here's the post for today.

**************************************

How You Can Raise Your Intelligence Level to
Genius...and I mean "Literally" a GENIUS.

I've come across a man who's become infamous for one thing:

Taking everyday people and showing them the "backdoor" to becoming
off-the-charts brilliant. We're talking about increasing the
"average Joe's" I.Q. by 30-50 points!

In other words, this man can show you how easy it is to flip your
hidden "brain power" switch and unlock an incredibly impressive
memory, concentration, and creativity... almost instantly

Seem too good to be true?

Follow the link below and read the success stories. Oh I'm not going
to give you the link, just the video.

You'll see a lot of skeptics who've become evangelists for this man.


**************************************


Will you react to "Life Changing" Information?

If you think about it for a minute
there are only two short questions
you need to ask people to find
out the current state of their lives:

"How are you doing?"

"How are you feeling?"

Ask those two questions of anyone and you will
quickly find out how their lives are going.

With the patients I've seen, I can attest to this.

You ask them those two questions, and you'll
get an ear full.

Funny isn't it, how it only takes 8 words to get
an entire snapshot of a persons current state of affairs.

"How are you doing"

Their response to this question will probably
include information about how their job is going,
their current financial condition, their marriage,
you see it is a very broad question that could generate
responses about relationships, lifestyles, spiritual well
being, and on and on.

"How are you feeling"

Now this question is quite different, it is not a broad
question at all, it is very direct and very specific.

Think about it.

At the moment you ask this question people are usually
feeling good.... or bad.

The responses you want to hear when you ask this question
of someone else, or even yourself is this:

"I am feeling great and doing great."

Are you feeling great and doing great RIGHT NOW?

I hope your answer is "Yes," but if you are not feeling great
right now I have something that will make you very happy
because it has the power to make you feel great... ALL THE TIME!

"Only if you want to."

"Only if you care enough about the way you feel to take a bold
step."

"Only if you value your own body as much as you do your car"

Sound crazy?

It's not.

You would be surprised at how many people
spend more time and money maintaining their cars than they do
maintaining their own bodies.

Yeah I'm a chiropractor, I have some amazing knowledge I only share
with my patients and some close friends, and some amazing machines
that have changed my life.

My job is to fill you with information that can change
your life.

My job is to do the research on success strategies, medical
and nutritional discoveries and other self improvement
information so that you don't have too.

My job is to deliver that information to you for FREE
in this blog.

So, "What is your job?"

Your job is to absorb the information that I provide to you and
make a decision to act or not act on that information.

Ask yourself this simple question:

"Can this information help me or not?"

Sometimes the information only requires you to change your
lifestyle, to create a new habit in your life. Sometimes the
information points you to a book that can change your life.

Guess what.....some of the information will be ideally suited for
YOU, for your current situation and some of it will not be.

That is for you to decide.

But think about this for a moment....if the information that you
just read was potentially "life changing," and you did not act on
that information, how could it change your life?

It could not.

It would not. .

You did not give it a chance to.

So with that said, I'm going to give you the video to watch.

Let me know what you think.

Dr. Carney

http://youtu.be/Tet4mo6Df8w

Are you selling yourself the right way?

How to Sell Yourself (and Why Your Business Depends On It)

To get ahead in life and practice, you need to be in the business of selling. If this statement makes you cringe, it is probably because the word “sales” evokes images of annoying telemarketers and pushy car dealers or someone you don't think you are.

Don't worry.

If you want to make money, you have to sell.

Even if you just sell yourself.

Relax, though, as this is about a product so wonderful and special you should have no qualms in selling it.

So what’s the product?


-
-
-
-
-
-
-
-

YOU!


/
/
/
/
/
/
/
/
/
/

Yeah YOU.

There are endless situations in life where
the key to success is the ability to sell yourself to others.

ALWAYS REMEMBER: They are buying YOU...

In your career, the ability to convince a new patient that you are the best doctor for their problem is critical. When it comes to relationships, your ability to show your best qualities can be the crucial factor in clinching the sale.

When you think about it, if you cannot sell yourself as a doctor to others, you are going to have a difficult time selling them your ideas, your wishes, your needs, your ambitions, your skills, and your experience.

Despite the necessity of being able to sell yourself to others, for many people like myself it does not come naturally.

Introversion, shyness, and lack of self-worth are just a few of the obstacles that can potentially get in the way.

To overcome such obstacles, I suggest focusing on the following:

Be Sold on Yourself
This is the first, and perhaps most important, aspect to successfully selling yourself to others.

Unless it comes naturally, this is probably also the hardest. Being sold on yourself comes down to this: you must be aware of your own self-worth.

This means you believe in yourself, have faith in yourself, and have confidence in yourself.

Being sold on yourself is not something that usually happens overnight. It is possible to change your life and gain a sense of self-worth when there was once none.

If you struggle with your sense of self-worth, here are just 3 ideas that may help:

Live in such a way that you would want to be friends with yourself
Find some time to reflect on what you like about yourself. If this seems hard, start with the smallest of attributes.
Don’t do anything that will give you cause to feel ashamed later.

Have a Saleable Package
This post is predominately about letting others know about the inner contents of your package.

That being said, there is no getting around the fact that people judge others based on their appearance. I know that sounds crazy but it's true.

When you finally realize this, your life will change. Some questions you may consider asking yourself are:

am I looking after my appearance to the best of my ability?

Are my clothes appropriate for the image I wish to project?

Are you the doctor, DOCTOR?

Are you the salesman that you want to be?

Are you the minister?

Are you the nurse you should be?

Be Positive and Enthusiastic
Can you remember the last time you received poor customer service? I do.

Did the person look bored, disinterested, and as if they wanted to be anywhere but that place? Don’t be that person. Positivity and enthusiasm can both be developed, but once again it takes work.

Here are a few tips to help you get there:

Look for the best in people
Associate with positive people
Care deeply about something
See life as an adventure
Smile

Be Real and Authentic
Rather than being about who you appear to be, selling yourself is about letting others know who you are as a person.

For this reason, lies and half-truths are a recipe for disaster later down the line. By telling the truth, you will earn both trust and respect which, in turn, will help you build a great reputation.

Not only that, it will make you feel good about yourself.

The last thing you want to do is sell yourself out by compromising your values and principles.

Now as a BONUS, let me tell you how to KEEP great help without adding more money to their paycheck.

I've already went over 12 of them, so I'm going to revert back to
the last 7.

I've given the others in a previous blogspot, so if you don't know where they're at you're going to have to go back to square one and start reading my entire blog. That should take you awhile, but you'll love the results.

13. Casual Dress Day. This will apply more to the Business-to-Business world based on the difference in normal dress codes from the Business-to-Consumer arena. For those required to "dress business" every day a casual day becomes a popular desire.

Use holidays to create theme color casual days such as red and green before Christmas or red, white and blue before July 4th, or black and orange prior to Halloween.

This will add to the impact you're trying to have by calling a casual day in the first place. Establish pre-vacation casual days for each individual employee to enjoy on the day before his or her vacation.

Major sports events are a perfect opportunity for casual days to support your local or favorite team with appropriate colors, buttons, and logo wear. Spontaneous casual days produce a lot or stimulation based on the element of surprise.

Announce a casual dress day for the following work day "just because." Use individual or team casual dress days as contest prizes or awards for specific accomplishment.

14. Time Off. Implement contests that earn time off. People will compete for 15 minutes or 1/2 hour off just as hard as they will for a cash award.

And in many cases, I have had people pick time off over cash when given the choice. Put goals in place (padded of course) and when these goals are reached by individuals, teams or the entire staff, reward them with time off. Allow early dismissals, late arrivals, and extended lunch periods or additional breaks.

15. Outside Seminars. Outside seminars are a stimulating break. Because outside seminars are not always cost efficient for most people, consider on-site seminars or workshops for your staff.

Use outside seminars as a contest prize for one or two people. Then set up a structured plan for those seminar attendees to briefly recreate the seminar to the rest of your people when they return. Now everyone gets educated for the price of one.

16. Additional Responsibility. There are definitely employees in your organization who are begging for and can handle additional responsibility. Our job as DOCTORS is to identify who they are and if possible match responsibilities to their strengths and desires.

17. Theme Contests. Over the years my contests have produced up to 170% increase in performance. But equally as important, they've helped maintain positive environments that have reduced employee turnover by 400%.

Overall the most successful contests seem to be those affiliated with different themes. Holidays, anniversaries, sports and culture are examples of ideas to base contests on.

Sports, without a doubt, provide the largest opportunity for a wide variety of contests. Even Culture can be used to create theme contest.

My favorite is using the '50s and '60s as a theme for a contest that I run at least once a year.

18. Stress Management. There are many articles and books available on the subject. Make this reference material available to your patients. Make sure they know it is available and encourage them to use it.

If possible, have an in-house seminar on stress management techniques for your patients and staff. So that production time is not lost, you might consider having a brown bag luncheon with a guest speaker on this subject.

Because stress is an ongoing concern, anytime is a good time for a seminar like this to take place.

Be as flexible as you can with breaks during the course of the day.

19. Pizza/Popcorn/Cookie Days. Every now and then pizza, popcorn, or cookie days will help break up that everyday routine and help people stay motivated. Because it is a natural tendency for people to get excited in anticipation of something, structure some of these days in advance.

Then buy some pizzas or different cookies or even whip out some different types of popcorn.

20. Gags and Gimmicks. Use different gimmicks as awards to help inspire performance increases from your staff. The key to awards is establishing the perception of priceless value that is associated with them. They should be recognized as status symbols in your environment.

Here are some of my ideas:

• Plastic/rubber whale for "whale" of a performance.
• Pillsbury dough boy for the person raisin' the most bread.
• Cardboard stars for star-studded performances.
• Plastic phonograph records for setting a new record.
• California raisins for those with the highest percentage of "raisin" their productivity.
• Special parking space for the person who drives the hardest.
• Toy cymbals for those "symbolizing" total effort.
• Special Mountain Dew can for that person who exemplifies the "can do" attitude.
• A figurine of E.T. for out-of-this-world performance.
• The Eveready Bunny for those that keep going, and going, and going.
• Large Tootsie Roll replica for those on a "roll."
• A drum for the person that "drums" up the most business.

Have fun, and THINK how you can make your business even better than it already is.

Stay focused.

IT pays off.

Dr. Carney