Becoming THE chiropractor in town: part III

Pat yourself on the back. You’ve stuck with this three-part series, and have arrived at the last three lay lecture marketing “insider’s” secrets.

Here’s a recap of the first six:

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!
4. Choose a title that conveys solutions and urgency, like “3 Keys To Reduce Your Stress, Starting Now!”
5. Use PowerPoint, for a professional look.
6. Lead your audience to figure out on their own that chiropractic is the answer, rather than you telling them.

Finally, here are the last three:

7. Leave Time For Stress-Testing

People will listen to your presentation, and know they should begin chiropractic care… but their motivation often fizzles. However, show them live, visual proof of their stress, and the necessity for chiropractic care will really “click”.

The most impactful stress-test you can perform is the Thermography Scan. People are impressed by the technology, and they’re intrigued by the colorful graphs. Try to project your laptop onto the wall, so everyone in the audience can see.

Why is individual stress-testing so effective? Three reasons:

1. It’s objective evidence.
2. It connects the dots for people, in a personal way.
3. A “bad score” evokes concern for one’s health, and concern/fear is a tremendous motivator.

How do you find time to test every audience member? You don’t. But, that creates curiosity amongst those who haven’t been tested…and curiosity is also a big motivator.

Here’s how you do it. At the end of your presentation, state that you have time to perform a stress-test upon three people. Ask everyone else to gather around. Listen as people comment, “Wow, I bet I have that too!” or “Oh, I bet my husband would have the same thing,” etc. Afterward, offer a complimentary stress-test in your office, for those who didn’t get tested. Many will follow through.

8. Talk About Children

No matter what the subject of your presentation, most of your audience members will have children. You’ll want to insert about three slides, or five minutes of content, about children and chiropractic care.

To lead into this topic, state that the earliest stress occurs during the birthing process. State, “Beginning chiropractic at an early age will prevent many of the stresses you’re facing right now.” Again, no matter what the subject of your lecture, bring handouts on children and chiropractic care, for those interested.

9. Use A Cordless Presenter

It’s best invention since sliced bread! If you use PowerPoint, a cordless presenter is essential. It’s is a laser pointer, slide advancer and programmable timer, wrapped into one. It will enable you to focus on the presentation and on your audience, rather than on the clock or your laptop. Depending upon the range, you’ll be able to walk freely throughout the room. Also, they’re reasonably priced.

Now that you have all nine secrets, you can look forward to tremendous lay lecture marketing results! It’ll be the absolute best way for you to reach your community, and your most effective, low-cost practice-growth dynamo.