Your Spizz by Dr. Ogi Ressel
December 13 2009, 12:00 am
Warm hellos to everyone!
Ok.....I really feel compelled to send all of you this note - I've talked about this issue
some 12 months ago, but I feel it needs to be reinforced.
It has been just over one year since the recession hit - the economy is recovering nicely,
but many of you arestill frozen with an overwhelming sense of fear and inertia. Many are
just plain scared that somehow you will lose everything. That people in your community
have absolutely no money for Chiropractic and that you need to scrimp and save every
penny because times are baaaad! I mean, everyone talks about it, don't they - so it
must be true. One year ago, all you heard is that the economy is nose-diving, banks are
losing billions, the stock market is crashing, and Armageddon is near.
Right?
But, the stock market has always done these ups and downs - always. And it is recovering
nicely! So relax. Trump feels this is the best time to buy stocks and real estate. He's right.
But a number of you are still in panic-mode.
Let's get a grip for a moment.
I want you to sit outside of your office for a few minutes and pay attention to all the Benzes
as they drive by. And the Bimmers, and Porsches, and the Bentleys, and the Ferraris, the
occasional Lambo, and all the new trucks - all done up with chrome and rims to kill! Just try
to walk into any restaurant at dinner and get a seat - you are dreaming. You'll have a 45-60
minute wait. And the stores and Malls are full. And everyone is shopping. And everyone is
getting paid - except you.
Why is that?
The other reality is that people do not want to spend their money foolishly - just like you!
But.....they will spend it on things that they want!
So let's look at this: There are a two things that I really need you to understand......and this
may hurt a little:
ONE:
The first reality is that money is plentiful. And there is lots of it out there for first-class
Wellness care.But people have no money for you. Only you. Ouch!!! That hurts.
They do not want to spend their hard-earned income on you.
Why?
Well......there is just no nice way of saying this - there is just nothing (or very little) special
about you. You and your office do not fit their image of a doctor. At some level, you do not
meet their expectations.
Difficult to believe isn't it?
You are like a million other starving, gimmicky, and marketing-driven chiropractors on every
street corner in every town in America.
Listen......you have all these gizmos and entrepreneurial "stuff" in your office to make money
but not to take care of the needs of your patients. And they know this. They can read you loud
and clear!
Ok.......I know that this hurts, but listen to me - I know what I'm talking about.
You have nothing to offer a patient except pain relief and maybe some nebulous "Subluxation
Correction" which they really don't understand - and I doubt you do as well. But it sounds nice
and important and someone once told you at some seminar that it is what people want to hear.
There is nothing of substance in your office. But, of course, you have some orthotics and
massage, and wobble boards and traction units in your office which your patients are just so
excited about. Not!
There is no philosophy of practice, reason d'être, and no outcome which people can get their
teeth into and take home. Nothing which will make a parent say: "Wow...that is amazing.....he's
going to do all that? And this also? I'd like him to check our kids, Honey."
Listen........Your patient should leave your office on their first visit to you and say this to your
CA on their way out:
"I've met many choiropractors in my life, but I've never met a doctor like your doctor. How did he know
all these things about me? Do you do magic on weekends and voodoo on weekdays? I'd really like him to
check my kids sometime this month if he has time. Would that be possible?"
Your new patient should be totally amazed and flabbergasted by you, not your wobble boards,
your decompression machine, your PR campaign, or your glitzy ads. No.
By you!
What a concept!
Many of you have come to believe that in order to succeed, you need to market your brains out.
And who teaches this approach? Almost every coaching seminar out there, in one way or another.
Most of the coaching stuff that is taught has been recycled countless times in different forms
and formats, but it is all the same old stuff! And most of it worked decades ago, when it was
first created - but not today! They are all incredibly similar with perhaps some fear and scare
tactics, desperation, and a bit of religious hype thrown into the mix. Nothing special.
Nothing that will make a patient say: "WOW. This is absobloodylutely amazing!"
Here is a practice gem - You will only rise to the level of knowledge of whoever is coaching you.
Marketing for a Wellness practice does not work. You know I'm right because you've all been
there - the vast majority of you have been with 4-5 coaches in the past - looking for that Holy
Grail - the answer to that all important question:
"How can I have my community WANT what I do?"
Marketing is not it!
Parents will not bring their kids to see you because of the brilliant ad you ran - you know the
one - the one where you look like a Super car salesman. The one that offers that Blue Plate
special. That one. And as soon as you open your mouth, their impression is confirmed. You
are a salesman - you say all those canned lines you picked up at some seminar in the hope
that people will not read the neediness and desperation in your eyes.
You are wondering: "There's got to be a different way to practice."
There is.
TWO:
In order to succeed, especially in this economic climate, your community has to see you as
the very best doctor they have ever encountered!
Ever.
Period.
I've said this countless times but many of you are still not getting it!
Not the best at salesmanship, not the best at BS, not the best at fake theatrical tears you
were taught to shed in order to have patient sign up with you, not the best at incompetence,
and not the best at fear tactics executed brilliantly in the name of Christ,
No.
The very best at being an amazing and incredible doctor.
You see, your community needs to rave about you. You need to be on everyone's lips and you
need to absolutely, and without question, exceed people's expectations by miles.
You need to blow people away with you!
Do you?
Do your patients feel that you are miles above every other DC in your town?
Do they speak about you everywhere?
Are they excited about having you check their children and loved ones?
Do people travel vast distances and fly in from out of the State and country just to see you?
Here's the thing: Will you read this THOT and get all pissy?
Is this THOT going to put a crimp in your shorts?
Or will you honestly admit to yourself that you do not have what it takes to have the Practice
of your Dreams?
Ok.......I'm here to help you.
Let me suggest this: I would like to invite you to complete the Practice Health Mini-Check Up
on my website: www.practiceevolution.com. (yes, the one you are reading).
It is a practice diagnostic and will let me know what challenges you are facing in your practice
and what monsters are skulking around your office that you may not even be aware of.
We'll have a fabulous chat on the phone and I'll give you some cool suggestions that you
can implement right away!.
I will teach you how to be the doctor you've always wanted to be and have the practice you've
always dreamed about - honestly! No BS, no fear, no salesmanship, no tackiness, and no
dishonesty or desperation! I like that!
Let's start your New Year with spizz and panache - and never look back!
Warmest wishes,
Dr. Ogi Ressel
PS: Just a reminder that our Clinical Seminar is open to everyone and is scheduled for April 10th,
2010 in Niagara Falls. It is a one day event and is designed to have you really understand what
takes place when you adjust your patient. There is clinical instruction as well as practical
hands-on, so bring your portable table. If you would like additional information, please email me.
Here is your affirmation for your week:
I am amazing.
Next year will be a new life - it is my Time.
I have so much to be grateful for and so much to look forward to.
I will be the best!
