Here is an interview I did with Stephen Sellers of EM4C, eMarketing for chiropractors, an email marketing service designed specifically with the upper cervical doctor in mind.

EM4C helps you capture potential patient’s names when they visit your website, and then follows up with them by email, including sending them a monthly upper cervical newsletter – all automatically.

Stephen is an expert marketer, an air force pilot, a seminary graduate, and upper cervical patient, and is enthusiastic about helping upper cervical chiropractors with their practice marketing, and spreading the word about upper cervical chiropractic.

In this interview, we discuss how he learned about upper cervical, how he came to start an email autoresponder service, and how it can help you build relationships with your patients.

For more information on EM4C, please go to Uppercervicaltools.com.

Download Stephen Sellers Interview

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There are two kinds of people in the world:

• Those who think the ‘pie’ is only so big, and if you have a piece then that’s a piece that they don’t have, and so their goal is take as many pieces as they possibly can before the ‘pie’ is all gone.
• Those who think the size of the ‘pie’ has unlimited potential, and actually has more pieces than any one person could ever handle in a lifetime.

Those with the second attitude are always the most truly successful in life, business and otherwise.

For too long, much of chiropractic, and especially upper cervical chiropractic has been wrought with those of the first kinds of people, and this has really crippled our ability to make the difference in the world that we are capable of accomplishing.

Thankfully, things seem to be changing.

It seems that upper cervical as a whole is experiencing more & more solidarity as time goes by.

And this is good for our profession, for our niche, and ultimately for our patients, both existing and potential.

The internet is an invaluable platform for facilitating this movement.

Every day, I see more and more upper cervical related blog entries, news pieces, tweets & etc.

I’m writing this as an encouragement to all upper cervical doctors to just publish yourself.

Everything you put on the web that is related in some way to upper cervical chiropractic, whether it’s a blog entry, a website, a tweet on twitter, a Facebook profile, a video to YouTube, an article on eZine Articles, a slide show on Slide Share… whatever, it adds to the ongoing conversation and benefits us all.

Let’s keep this going and see just how big the ‘pie’ can be.

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If you don’t know why you’re in practice, then your patients certainly don’t know, and if they
don’t know, then they are just going to go with their cheapest option.

Advertising that you’re the cheapest is not really a good idea because someone can always go
lower, no matter how low you go.

A Unique Selling Proposition is essential for an upper cervical practice so that it knows exactly
why people should do business with them.

A Unique Selling Proposition, or U.S.P. is a statement, in 90 words or less, that answers the
question: “Why should I do business with you versus any and every other option available to
me… including doing nothing.”

It is your “elevator speech.”  If you’re ever in an elevator, and someone asks you what you do,
it’s the speech you give them.

When you can answer this question in a succinct manner, then you have your practice’s U.S.P.

This is vitally important and is the foundation for all of your communication efforts with your
patients.

If you can’t succinctly state why you’re different, and why your patients should choose you as
their doctor, then you won’t be able to tell your patients succinctly why you’re different and
why they should choose you as their doctor.

If you can’t tell your patients, then they won’t be able to tell anyone else why you’re different,
and why other people they’re trying to refer should choose you as their doctor.

Don’t discount this step.  This seems simple and straightforward, and it is.  A USP is a very
simple thing, but simplicity of object does not mean that it is easy to develop.

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