Becoming THE chiropractor in town: part II

For an insider’s edge to lay lecture marketing, we’re reviewing the Top 9 presentation secrets. Here’s a recap of the first three:

1. Don’t be too technical with your talk content.
2. Include a special money-saving offer at the close of your talk.
3. Don’t be afraid to use your personality!

Without further ado, here are the next three secrets:

4. The title of your presentation should scream of solutions and urgency!

Consider, “You And Your Nervous System” or “Chiropractic 101”. Professional, but dull.

How about, “Innate Intelligence And You” or “Healing From The Inside-Out.” With such thought-provoking titles, we’re getting warmer. But the problem is, these titles may not be results-oriented enough to attract people in pain.

Many new doctors avoid symptom-based marketing, because they feel it’s a slap in the face to their subluxation and wellness philosophy. What a mistake! Symptomatic people need help too, and they want it now.

If these people knew how much your talk would help them, they would certainly attend. You must capture their attention by speaking their language! You don’t have to mention headaches or low-back pain; you can focus the language of your presentation title on stress-reduction. Try “3 Keys To Reduce Your Stress, Starting Now!” or “How To Live A Stress-Free Life, Starting Today!”

Once you have a room full of people, you can educate on wellness as you wish.

5. Use PowerPoint

People will equate the professionalism of your talk materials with your skill as a doctor, and with the efficiency of your office. For this reason, flip charts are history.

PowerPoint is a user-friendly computer program, which you can download onto your desktop. From there, simply purchase PowerPoint presentations, or create your own. You can incorporate eye-catching visual effects, convert a presentation to a slideshow, and more. You’ll also need a projector and screen, but most schools and larger businesses have their own. If you’re presenting at one of those locations, you can borrow theirs.

6. Let them figure it out

You’re bursting at the seems! You can’t wait to spread the chiropractic word throughout your community. But here’s a warning: Laypeople may misinterpret your enthusiasm for being “preachy” or “pushy”. People will either disregard your entire chiropractic message, or they’ll look for another chiropractor.

The key is, you must lead your audience to their own “ah-ha” chiropractic moments. When that happens, they’ll be more likely to take the next step.

Instead of telling your audience the answers, frame them as questions and allow them to tell you. For example, rather than stating, “Chiropractic adjustments will remove interference, so your symptoms will subside,” ask them, “Now that you see how the body works, and what happens when you’re subluxated, what do you think will happen to your symptoms once your interference is removed?”

With these six presentation secrets, you’re already ahead of many practicing DC.’s! Stay tuned for secrets # 7, 8 and 9.