July 18, 2025 • 30 mins
The digital marketing landscape has undergone a radical transformation, and if you've felt your practice marketing struggling lately, artificial intelligence is likely the culprit—and your potential savior.
This eye-opening exploration of AI's impact on chiropractic marketing cuts through the confusion to deliver actionable insights for practices facing declining lead quality and rising acquisition costs. The truth? AI isn't some distant future technology—it's already embedded in everything from your Gmail account to Facebook ads, Google search results, and even the Canva graphics you create.
Google's new AI overviews are fundamentally changing how patients find healthcare information, often answering their questions before they even click on a website. If your practice isn't contributing to these AI-generated responses, you're essentially invisible to potential patients. Similarly, Meta (Facebook) has silently shifted its entire advertising infrastructure to AI-driven algorithms, explaining why many chiropractors have seen their once-reliable ad campaigns falter since early 2024.
But this isn't just about understanding the problem—it's about seizing the opportunity. Discover how successful practices are leveraging AI tools to automate content creation, personalize patient communications, and optimize ad targeting. Learn practical strategies for modifying your ad copy to work with AI systems rather than against them, and explore how specializing your messaging around specific conditions yields better results than generic chiropractic advertising.
Whether you're a tech enthusiast or reluctant adopter, this episode provides a clear roadmap for navigating the AI revolution in healthcare marketing. The practices that adapt now will establish a competitive edge that late adopters will struggle to overcome. Stop fighting against the machines and start putting them to work for your practice growth.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Welcome everybody to another episode of Marketing 101
.
This week, ai, I mean this yearAI.
I feel like we've been talkingabout AI for a long time.
Not the robots are taking overthe world type of AI, but the AI
that's already here and we canno longer ignore.
I find there's two types of usout there the ones that are like
AI forget it, I'm out, I'm notdoing it, I'm going to be the
(00:24):
old guy that doesn't know how todo this, or gal.
And then the other ones arelike fine, what is this crap?
What do we need to know aboutit?
So I feel like you got to bethe ladder for this in your
business, because AI is here andit's already integrated in
everything that you use everysingle day.
So we may have a misconceptionof what AI really is.
It's like oh man, I don't wantto get involved with it.
(00:45):
It's chat, gbt.
It's not just that, it'sautomation, and the best way I
had a conversation last weekwith it was actually a patient
that's in tech and he kind ofparaphrased that greatly for us.
He's like AI has been aroundfor a really long time.
Think of like Siri or Alexa.
That's been the start of thatwhole revolution of being able
(01:10):
to talk in lingo to AI or typeit into a search bar, and it
replied back rather than the oldschool pop-up of like a list on
Google of websites that thenyou can go click on because the
SEO ranked well and you can goread that article or that blog
or go to that website.
Now what AI is doing is readingthe entire internet quickly for
you, paraphrasing it frommultiple sources and giving you
(01:34):
a response.
It's only going to get better,and his description for this was
like, listen, you're driving inyour car and you say hey, alexa
or hey, siri, right, it'sconnected to your CarPlay.
Hey, siri, where's the closestStarbucks?
(01:54):
And then, where's the closestJeep, siri, just went on my
phone there.
Where's the closest trampolinepark?
Now this will be different.
It'll pop up here's what Ifound on the web.
Right, you guys have all donethis, you've seen this and it
pops up the old school Googlesearch or Siri or Safari search,
and it pops it up for you andnow you have to click on it.
Not very safe when you'redriving.
(02:15):
Not very safe when you're inthe kitchen cooking.
You don't want to be clickingon those links.
So where AI is going with thisand everybody from Siri to Alexa
is going to be able to talkback to you.
You're going to have aconversation with it and that's
what's happening with it andit's becoming part of all the
apps that you use in your Googleads.
It's there.
Meta has been doing this forabout seven years.
It's going to be in your phones.
(02:37):
It's going to be pretty mucheverything you use from day to
day.
It's there.
Your Canva app it's in there.
It has AI.
Would you like AI to create yournew image for you?
It's like boom and it takesimages and creates your whole.
You can just type in aparagraph and be like I would
like to create a one by oneratio image for my social media
and I want to show someonejogging down a wooded path and
(03:00):
healthy and emulating goodhealth and what it's like to
live a healthy life.
And the overlying text shouldsay come on in for your vitamin
D and our June promo or whateverit is you're posting and then
in like seconds it comes up andmost of the time, if you're like
me and you've tested this,you're like that's not very good
(03:21):
.
Those are like kind of crappyvideos, those are crappy images
and you have to go in there andfix it anyways, but look how far
we've come in just two years.
So in a year or two from now,they're going to do it for you.
It's going to be all there.
You're going to have aconversation with a license.
Hey, find the closesttrampoline park as you're
driving and be like, hey, wefound one on Morrison Avenue and
(03:42):
First Street and MorrisonAvenue and First Street, and
then that's the closest to youand it's 2.1 miles to your west.
And then we found another one,5.6 miles to your north on
Harrison Road.
And then you're like well,we're going to, let's go to
Morrison Street, and then you'rejust having a conversation with
it.
That's where AI is going.
That's where it's there.
I don't think we have to bereally scared yet.
(04:02):
The robots are being built inChina, but that's okay.
I mean, we'll be fine, right?
So that's where it is here.
And what this episode is allabout is how to embrace it and
to understand that it's there.
Maybe you're part of the firstgroup that's like I'm not doing
it, but you need to understandthat it's there.
It's in everything that you'redoing right now.
If you go into your Gmail andwrite an email, you're going to
(04:23):
see this little star up at thetop saying would you like AI
assist?
It'll help you write your email.
You just click on it, say yes,please help me write this email.
I got to tell my team that onFriday we were having a meeting
and that the associate doctor'son vacation next week.
So remember to do steps A, band C and it's going to template
an email for you.
It's right there, it's in theAI, is in your life already.
(04:46):
So just what we need to knowthat's changing in 2025 is that
Google AI overviews everything,so are now answering patient
questions before they click tothe website.
If you're not showing up in theAI snippets, you're invisible.
So you've noticed this, too.
You go to search something inGoogle and at the very top,
you're getting the AI snippets.
You're invisible, so you'venoticed this, too.
You go and search something inGoogle and at the very top,
you're getting the AI response.
(05:07):
It's summarizing multiplewebsites that are coming up next
in your search and telling youthe answer at the top, so you
don't have to go click on threedifferent websites to get the
answer.
It's giving you the summarizedanswer.
Is it always right?
No, but it is summarizing itfor you, where you're not even
clicking on websites anymore.
Let that sink in for a minute.
If people are looking forinformation on Google, they
(05:30):
don't have to click websitesanymore.
If they don't have to clickwebsites anymore, they don't
have to click on your websiteanymore.
So where are the answers comingfrom?
They're coming from your SEO.
You have to be up at the top.
So when someone sayschiropractor near me that helps
in migraines, and you type thatin and AI goes in there saying
the closest chiropractors to youthat are the best in migraine
(05:53):
relief have been shown to be,then the map will pop up.
It'll have the top rankingbased on the AI search, not the
map search that they there fromSEO.
So this is where your blogswill come in and kick some butt.
Then the sponsored people whoare paying for Google ads will
show up the number one spotthere or number two, and then
(06:13):
it'll be you if you're notpaying.
If you're paying for Google ads, boom, you're going to be right
there at the top of the map.
So this is where we have tostart thinking okay, my
website's important.
It needs to be clean fast andfor the people that land, think
of it like a landing page.
How do I convert them?
But two, what information's onthere that the bots are reading
(06:34):
to create the AI response?
Okay, I think if you put insomething like migraines, the
Mayo Clinic stuff's going tocome up and lead people towards
medical information.
I don't think we're competingyet with that AI response, but
you're going to need to keepfeeding the machine to at least
have a chance.
And now in meta ads.
Now meta ads Advantage Pluscampaigns have been around for
(06:55):
five years, but now theAdvantage Plus has been taken
straight into Meta's new AIplatform, which started last
summer, and it's really beenmessed up this year.
If you've noticed a change inyour leads quality, you're like
what's going on?
These people are not answering.
It's because it scrambled yourentire not pixel data, but it
(07:16):
scrambled your entire audiencedata.
So now it's like relearningbecause they decided they didn't
tell you.
They shifted all the data intoAI algorithmic analysis.
So now all these years of adsthat you've been doing whether
you've been doing it for thelast one, two, three, four years
you've been feeding your pixel,you've been getting better and
better audience control in thebackground, and then now what's
(07:38):
happened is they're like hey,let's take all that data and put
it into AI.
They've invested hundreds ofmillions of dollars in people
and data software and to do thisand Zuckerberg is poaching
people from other majorcompanies he stole, like the
prodigy Apple engineer.
Just not too long ago, I think,he offered him with bonuses $200
(07:58):
million.
That's for AI engineer,computer AI engineer Wow, I'm in
the wrong profession.
So they're in it.
They know this is it and we'rein a learning phase right now
and it sucks Like.
The cost per lead has gonereally up.
The response on text is zero,the picking up the phone is zero
(08:19):
.
The no show rate has gone up.
We're confused.
Luckily, I've been helping alot of you, so I'm like oh, my
office is doing it, thoseoffices are doing it.
We're confused.
Luckily, I've been helping alot of you, so I'm like, oh, my
office is doing it, thoseoffices are doing it.
I'm seeing a change, especiallyApril, may, june.
I've noticed that 100% comparedto January, february, march.
So something shifted.
I couldn't figure it out inMarch, april, may, but now that
the articles are all coming outin the tech world, I've read
(08:40):
them, I see them.
I'm like, ah, that makes sense.
And you're probably seeing adsin your feed now saying are your
ads all messed up?
This is why You've got tofigure your
T-T-O-P-O-O-V-V-V-T-O-O andyou're like what is the
O-P-P-T-O?
And they go in there.
It's a bunch of bullshit thatsome guy made up to help you
(09:07):
click here.
Is you got to think the AI?
This is the whole point of this.
Siri, alexa, google, all thatstuff that we were talking about
.
They're there and they'rewaiting for the information to
be input.
So your ads now on Meta.
Let's go to Meta for a second.
We have to be feeding the adcopy.
It's a little different.
We've been writing ad copy tocapture our lead's attention, to
capture our ideal client'sattention.
We still want to do that, butwe have to tell a story now in
(09:31):
the ad.
So, yeah, long form content isstill good.
We talked about that last year,in 2024, going to long form
content was still good.
Video is still king Still goodvideos.
Text overlay that still wins.
Those text overlay that stillwins.
But in the ad text, the hooksuffering from sciatica that
(09:51):
shoots down your leg that's thehook.
The line is your ad copy, thesolution?
Well, we have the solution forthis.
It's called chiropractic andspinal decompression or whatever
it is you do in your cold laser, chiropractic, whatever it is
that you do to help withsciatica you hit the pain point.
You have the solution.
You have the offer.
Come on in for $47.
Come on in for $99.
It's going to include all thisBoom, boom, boom X-rays.
(10:11):
Same thing In between.
There, in between the hook andthe line, you're going to tell a
story.
You're going to be like yourleg and be able to stroll down
Harrison Avenue to your localcoffee shop grabbing that coffee
like you used to before thepain.
(10:32):
See what we did there withouttelling a local story, of going
back into just a couplesentences that go in there and
say wouldn't it be nice to goback to harrison?
And then going down tohoneymoon, honeymoon beach and
lying down in that um, what arethose called lounge chairs?
There's a certain brand of them.
Sitting in that lounge chairand not feeling any pain,
(10:55):
shooting down your leg, playingwith your kids on the beach in
the sun because it's summertime,right?
Or wherever you live in themountains, going for a hike,
riding your mountain bike,whatever it is.
You're telling a story andyou're putting in some local
stuff in there.
Does that make sense?
Because what's going on, ai isreading this AI is like sciatica
chiropractor $99, x-ray.
(11:15):
It's reading.
And it's like Harrison AvenueWell, hang on.
Honeymoon Beat Well, hang on.
Where are we?
We're now here.
That's what's going on there.
So meta ads are looking intothat and now they're using it.
Oh, harrison, who goes to thatcoffee shop?
Who's going to that beach?
Now you're relearning youraudience again.
(11:36):
Oh, it's been.
You know this grind.
I tell you what guys.
Yeah, the easy solution is, on aFriday, to be like I quit, I'm
done, I'm doing a differentcareer.
I don't want to do this.
I'm going to be a librarianthat's going extinct.
They're books, it's paper.
I'm just going to do that.
I'm out, where's the locallibrary?
(11:58):
And then you realize, well,there's no libraries anymore, so
there's no jobs.
That's the easy way out.
The other way is to just stay upwith this.
It's part of your job, it'spart of the business owner hats
that we wear, it's part of beingon top of this and hopefully
these quick podcasts weekly whenyou tune in, just kind of give
you a little insight of like, oh, I got to stay on top of this.
(12:18):
I do it for you.
At this level.
I don't need to be doing thisthis much for my office.
I'm way ahead of the curve onmy office.
I'm staying on top of it.
I know where to spend my addollars.
I micromanage my marketingdollars good, well, and this is
more for you guys.
This is more for you guys.
(12:42):
So the big shift is knowing AIis there and having a strategy
on how to apply your marketingideas there.
So I found that where mostchiropractors are falling behind
is that we're still manuallywriting emails, ads, blog posts,
when AI can do 80% of this inlike 30 seconds.
Not using AI in your CRM.
So, whatever CRM many of youuse high level, but for those of
(13:03):
you that use CRMs, usingautomations for your automated
follow-ups and AI for two-waytext is really good.
I like putting it all in there,because the sequences that they
give us may not sound the best.
You may have to polish them upa little bit and make them your
own, but it's the AIunderstanding AI from the
internet.
(13:24):
So the answers that they'regiving you are the answers of
how things are working right now.
So it's kind of like thetwilight zone, like everything's
shifting digitally and it'salmost like we have to kind of
relearn it, because we took itfrom human programming to
artificial intelligence, nowprogramming the internet back to
us, and that's the future.
There's going to be very littleof manual input from people.
(13:47):
It's going to be optimizedthrough automation.
Everything's already beingoptimized Department of
transportation routes, schoolbus routes, healthcare diagnosis
, imaging.
That's been a huge thing inchiropractic.
The MRI reports and the x-rayreports by AI are finding things
that humans are missing.
So it's over.
(14:08):
It's the way it's turning on us.
So we need to understand howthat works.
Still creates a lot of jobs.
Still need people, but that'swhere we're at with that.
Creates a lot of jobs, stillgoing to.
Still need people, but that'swhere we're at with that.
So in your crm, using chat, gpt,using uh ai to help you write
sequences, write emails, writeblog posts, because it's now
understanding what informationneeds to be out there and what
(14:29):
people are reading.
So it's a little bit of a cue.
You can still polish it to makeit your own and, um, there's
zero personalization in AI.
Ai can now make every lead feellike the message was made for
just them.
It is getting better.
So now you can put in yourtarget demographic.
You can say hey, our leads arecoming in as what you're telling
(14:52):
AI as 38 to 52-year-old femalesmainly.
Most of them are parents.
They live around here in our,in our area, where it's this
temperature, this climate, this,uh, this type of thing the
local sports team, the localschools, um, the you know the,
the climate or the um, theculture that you live in as well
(15:15):
.
You can teach it that and thenwatch what it does with the
response responses.
It's, it's really cool.
So you can play with this andyou can take a lot of it off of
your, off your mind there,especially if you're not an
artistic person or a creativeperson.
Ai is great for you.
If you are a creative person,you're having a dilemma, a fight
with AI because you want to doit.
You, you feel like what you cando is better and it still is,
(15:38):
so keep doing that there.
So little tools we can use inthere.
If you're using Google ads,which I highly recommend, the
performance max campaigns is theway to go because of all the AI
that's in there.
Now, all the copy that you putin there the headlines, the
videos and everything that youupload into that max campaign is
going to be used on YouTube andacross everything for you.
Google's going to pick where toshow it and start finding your,
(16:01):
your um ideal clients, becausethe more that they click, the
more that.
The longer they watch yourvideos, the more that they call
your office.
They're starting to track thatall for you inside of Google ads
, so that is pretty awesome.
There, too, you can createcustom landing pages for the
URLs that they go to and theyclick on so that they end up in
your high level landing pagesand then, when they have like a
(16:23):
submit form or more videos thatthey can watch or learn more
about the office, and that's howyou can keep a better internal
track of what's going on.
And those triggers that fireback and forth the API
conversions will just build moreof your response in the
background.
It's kind of a set it andforget it type of thing in the
background.
So that's the nice part.
So, yeah, so a little thingsthat, if you are, this is now
(16:46):
the advance.
If you're done for the day,have a great week.
You can tune out of this podcastfor the advanced people that
are in there and doing their ownCRMs and know what I'm talking
about, especially maybe withFacebook, you know you want to
connect your high level or leadconnector to meta and Google use
server side events like leadschedule, per purchase, page
view and not just browser basedevents, and this tells the
(17:08):
platform who's converting sothat they can optimize ads for
you.
And this is what I'm talkingabout with AI.
It's already in meta adsperformance ad advantage plus,
ad advantage plus in meta andthen performance max campaigns
in Google.
It's already in there.
So there's not much you need todo.
You just need to set up the API, the conversion, that's talking
(17:31):
to your lead connector in thereor your MailChimp in there,
your Zapier in them or whateverit is that you're using, and
then you use AI to shorten yourlead response time.
Use AI chatbots on your landingpages or Facebook DMs and have
it instantly respond, qualify,lead or even offer a booking
link.
Once they start getting into aconversation with you, they may
(17:54):
say hey, do you take insurance?
Hey, where are you located?
Hey, are you open Saturdays?
Whatever it is, it will havelike the auto chat chat bot.
We'll get back and give themthe original FAQ question
answers.
They will give them the answersaying no, we're not open
weekends, or yes, we are, orthis, this, this, and then, by
the third response is likehere's a link to book an
appointment, sending you totheir uh sked app or your um,
(18:16):
whatever.
It is your internal booking appwhere they can do that.
Uh, you can have.
At you know, here's a littlebonus you can have ai-based
missed call text back in highlevel to recover leads instantly
.
So if you're using that phonenumber to call people with and
um, you miss they, you know they, or they call that number back
and you miss your call, it's anautomatic response saying, hey,
(18:39):
sorry, we caught you after hours.
Here's a link to book anappointment, if that helps you.
Otherwise, leave us a voicemailand we'll get right back to you
, or reply back to this chat andwe'll get right back to you.
And there you go.
Let AI write your first draftso that you can just go in and
all you have to do is change acouple things, and you can use
this for video scripting, socialposting, ad copy, email
(19:00):
sequences.
Let chat, gbt or Jasperwhatever you use do the heavy
lifting for you, so that all youhave to do is go in and polish
it up, save time, stayconsistent with all this,
leverage AI-powered campaigns aswell.
We talked about advantage plusleads with your offer.
Let meta do all the AItargeting.
(19:21):
So what's happening is, asyou're getting frustrated with
nobody answering calls, whatwe're ending up doing is we're
going back to interests anddemographics, like it's 2018.
Those things used to work.
They no longer work because ofall the guidelines and the legal
issues around the world, someta has taken those down.
(19:43):
Eventually, those are going todisappear.
You won't be able to do it.
You'll just be able to pick ageand radius.
But even though it's tempting togo in there and use
demographics like householdincome or parents or parents of
children or, you know, healthand wellness or target, it ends
up skewing AI, because now it'slike this robot, like okay, go
(20:05):
find the perfect leads, go findthe, get as many clicks as
possible and find who'sconverting, cause that's what
that's what AI is doing is.
I take this ad, show it, andthen it's like click the clicks,
the scroll stoppers, the peoplewho watch the videos.
It's collecting all that dataand it's like oh, it's these
types of people, and then allthe leads that come in are wins.
Ai is like we win.
(20:26):
Look at all the leads we'regetting, and then you're like
these leads freaking, suck.
And then what we have to do istell it that these leads are not
doing well.
So that's how you have yourevent setup tool set up so page
view, lead purchase, booking orbooking confirmed.
That's the difference.
That's why I like the booking,because you're getting a lot of
(20:46):
leads, you're getting to themiddle but you're not getting
the booking.
And if AI knows that, it's like, oh, I'm sending all these
leads, oh, the bookings are nothappening.
It's like, no, keep learningand that's and that's where
we're at right now with the AI.
Even on Google, I've noticed thebig down slope on Google
(21:06):
getting conversions for me aswell, and I've been running
Google consistently since dayone of uh, I've been running
Google for 15, 16 years, so, um,and I've seen another big dip
there, which means they'relearning.
When the dips happen, thosemajor dips, it's either seasonal
, like summer, or or a learningphase, and we're in.
We're in an ai learning phaseeverywhere.
(21:27):
If you think it's crazy rightnow, you just feel weird, like
the world is weird it is.
It's like this, completely like.
Like the world is weird it is.
It's like this, completely likevoidness of mental, of people
being here.
It's almost like a quick,zombie-like existence because
people have checked out and thenthe tech world is doing this,
literally checking out andputting it all into AI, and kind
(21:50):
of us are like sitting backreaping the side effects of it.
That's where we're at there.
Performance max campaigns I sayplay with it because you can
play with the budget $10 a day.
You can do stuff where, becauseyou did it, you're now on
YouTube and you're on videoplatforms, which is really cool.
So having a nice clean,polished video that you like to
use on social media andadvertise your clinic, that's a
(22:10):
great one.
And then check if your clinicsite shows up in Google's AI
generated answers.
So audit your website and SEO.
You just literally ask aquestion.
Go to Google, ask a question,see what the first blurb is by
AI.
Are you showing up in any way,shape or form?
Add FAQ sections, local reviewsand well-structured blog content
(22:33):
.
We talked about this.
Go back to the blog podcast.
Those are more relevant nowthan ever.
Think what questions are myideal patients asking and why
are you answering them.
That's the main thought processas you train AI what's the
questions my ideal patients areasking and are you answering
them?
And this is easy by sending outa social media post to your
(22:57):
followers and saying uh, whathealth questions do you have
right now?
Or what questions aboutchiropractic do you have right
now?
And watch what they're.
What's what they're asking?
So five tools I think you needto look at.
Uh, for the end of this podcast, here is five tools to look at
this week ChatGPT I know youguys know this for ad copy
(23:17):
scripts, blog ideas and emailsubject lines even the emails
themselves.
Lead Connector, ai chat insideof your workflows.
Look at the new AI chat.
It's automatically set up andit handles new leads from
Facebook forms or landing pagesfor you.
Take a look.
Take a look maybe not go liveyet, but take a look.
(23:37):
High level workflows plus CAPIs set up automated lead lead
nurturing and track conversionsproperly.
That's all there.
It's all in there.
Canva, ai and loom If you useloom or video or anything like
that, I found the Loom AI ispretty good too.
That's really it.
Ai isn't coming.
(23:58):
It's here.
We know this, and the clinicsthat are winning right now
aren't doing more.
They're just doing it smarter.
They're letting this run,because you have to let it run.
It's the system now.
It's like if you're not using AI, you're not part of the club.
You're missing the boat.
You're not even in the clubanymore.
You thought you were on theboat.
You thought you were doing theright things.
(24:20):
I was, I got caught.
I got caught too and I've beenteaching you guys In 2024,.
I'm like guys, listen, we needto embrace AI a little bit more.
And even though I've beentrying to do it, I avoided all
this year the AI stuff forauto-responding to my patients,
because I felt like, as apatient, I wouldn't want an AI
text, I wouldn't want anautomated text, and that made me
(24:41):
miss the boat.
Because you still don't have todo that.
You can still have customresponses, but you have to be
using the internal AI systemsthat have been forced into all
your programs.
You have had a Canva accountfor a few years.
Last year there was no AI inCanva.
You just logged in one day andit's like boop, boop, boop, that
little asterisk thing.
Would you like AI to help makeyour post?
(25:02):
You're like what?
What is this?
Or maybe you avoided it?
You're one of the two peoplethat you know.
You're the one or two people.
You either clicked it or youavoided it.
I avoided it.
I'm like no, I know more thanyou on this damn platform.
Leave me alone, right?
We're all guilty of it andthat's the whole point there.
You don't have to become a techwizard.
Please don't start to freak out, because I was.
(25:24):
I was freaking out last year tobecome a tech wizard or
marketing guru, but you do haveto start testing things with the
AI, implementing and thinkingabout how you show up online and
that's really it.
And if you've been frustratedwith Meta, it might be a good
time to take a pause.
I hate turning off marketing,but I do feel like there's a
(25:48):
loss per dollar right now.
On Meta, the things that areworking are niche and I've seen
this pull away from it.
The chiro ads are just notworking.
I don't know if it's becauseeveryone's looking for a $29
adjustment now.
Is that become the norm betweenthe joint and all the $29 ads
(26:09):
that have been running for sevenyears?
Are people just like I'm justgoing to go for a $29 adjustment
?
These, these chiropractors doall this stuff as new patients
especially.
Is that becoming the norm?
That's one.
Two, the best ones to run areyour modality based stuff,
because I think it's new, it'skind of different and it's
non-competitive because notevery chiropractor run.
(26:29):
You is running the same thingslike a red light, shockwave
decompression.
Decompression is becoming alittle bit more competitive
because everyone's getting thedecompression.
But if you have true spinaldecompression, not just the DRX
9,000, but if you have like atrue motorized decompression
table that actually gets thathigh volume of force on it, I
(26:52):
think that's a great one, causeyou, you out compete your
competitors on that.
Not many of you are running intothis.
This is like high-end marketsthat are dense.
Those are it the shockwavething, the red light thing, the
solving problems and thenbecoming the expert in those
problems.
Become the migraine person,become the sciatica person,
(27:13):
become the L3, become themigraine person, become the
sciatica person, become the L3,l4 disc person, like that.
Specific videos those are theones that are running really
well.
So when you're holding the discand you're like L4, l5 issues,
squishy disc, we know all aboutthem here.
This is all we do, and thatcould be your ad.
And who cares if in a monthfrom now, you're like, hey, and
that could be your ad?
(27:34):
And who cares if in a monthfrom now, you're like, hey, c1
issues.
This is all we do.
It's okay, I do it and I getnew patients.
So do what you need to do toget the new patient in the door.
I have this conversation withall my coaching clients.
So once you work with me,you're automatically a coaching
client, because there's more tomarketing than just Facebook ads
.
There's an internal process aswell.
There's an internal process aswell, and the conversation we
have is what are we doing withthis?
(28:02):
And the whole point ofmarketing is to get people in
the door, or to get people toyour website, or to get people
to call your office or yourbusiness or your store, whatever
it is that you own.
That's what marketing is allabout.
Once and I joke with my patientonce they're there, you close
the door and you lock it with abolt.
They're stuck in the room withyou.
Now this is where the truemarketing and sales happens.
Right, that's it.
You got them in the door, hookline, sinker the fish.
(28:24):
Now what you do with the fishwhen you get to the beach?
Whether you cook it, whetheryou hang it on the wall,
whatever you do with it, that'syour choice.
Because you won.
You cast the line, you put outthe bait, you got the fish.
That's marketing.
Now they're on the boat or backhome.
Now they're trapped.
They're trapped on the ice inyour bucket.
Now you got to teach them andtalk to them and you can fillet
(28:47):
them, put them on the wall ormake them better, whatever you
want to do.
That's where the sales comes in, on the back part.
So remember that.
I think sometimes we need thatreminder of why we do.
Why the hell are we doing allthis shit?
It's because that's the wholepoint to get people.
People are glued to theirdevices.
If you're not doing marketingon digital, I don't think you're
(29:09):
.
We can't survive, you can't doit.
You can't not compete.
Depends where you are.
If you're in a rural area thatare word of mouth and you've
been there for a long time, it'sokay.
That can be your primary source.
You can dabble with socialmedia if you want, but for the
rest of us, we're living incompetitive market.
You have to do this stuff.
I'm going to let you go thisrambled on for a while.
Have a great week, keep doingwhat you're doing and stick with
(29:30):
it.
Welcome everybody to another episode of Marketing 101
.
This week, ai, I mean this yearAI.
I feel like we've been talkingabout AI for a long time.
Not the robots are taking overthe world type of AI, but the AI
that's already here and we canno longer ignore.
I find there's two types of usout there the ones that are like
AI forget it, I'm out, I'm notdoing it, I'm going to be the
(00:24):
old guy that doesn't know how todo this, or gal.
And then the other ones arelike fine, what is this crap?
What do we need to know aboutit?
So I feel like you got to bethe ladder for this in your
business, because AI is here andit's already integrated in
everything that you use everysingle day.
So we may have a misconceptionof what AI really is.
It's like oh man, I don't wantto get involved with it.
(00:45):
It's chat, gbt.
It's not just that, it'sautomation, and the best way I
had a conversation last weekwith it was actually a patient
that's in tech and he kind ofparaphrased that greatly for us.
He's like AI has been aroundfor a really long time.
Think of like Siri or Alexa.
That's been the start of thatwhole revolution of being able
(01:10):
to talk in lingo to AI or typeit into a search bar, and it
replied back rather than the oldschool pop-up of like a list on
Google of websites that thenyou can go click on because the
SEO ranked well and you can goread that article or that blog
or go to that website.
Now what AI is doing is readingthe entire internet quickly for
you, paraphrasing it frommultiple sources and giving you
(01:34):
a response.
It's only going to get better,and his description for this was
like, listen, you're driving inyour car and you say hey, alexa
or hey, siri, right, it'sconnected to your CarPlay.
Hey, siri, where's the closestStarbucks?
(01:54):
And then, where's the closestJeep, siri, just went on my
phone there.
Where's the closest trampolinepark?
Now this will be different.
It'll pop up here's what Ifound on the web.
Right, you guys have all donethis, you've seen this and it
pops up the old school Googlesearch or Siri or Safari search,
and it pops it up for you andnow you have to click on it.
Not very safe when you'redriving.
(02:15):
Not very safe when you're inthe kitchen cooking.
You don't want to be clickingon those links.
So where AI is going with thisand everybody from Siri to Alexa
is going to be able to talkback to you.
You're going to have aconversation with it and that's
what's happening with it andit's becoming part of all the
apps that you use in your Googleads.
It's there.
Meta has been doing this forabout seven years.
It's going to be in your phones.
(02:37):
It's going to be pretty mucheverything you use from day to
day.
It's there.
Your Canva app it's in there.
It has AI.
Would you like AI to create yournew image for you?
It's like boom and it takesimages and creates your whole.
You can just type in aparagraph and be like I would
like to create a one by oneratio image for my social media
and I want to show someonejogging down a wooded path and
(03:00):
healthy and emulating goodhealth and what it's like to
live a healthy life.
And the overlying text shouldsay come on in for your vitamin
D and our June promo or whateverit is you're posting and then
in like seconds it comes up andmost of the time, if you're like
me and you've tested this,you're like that's not very good
(03:21):
.
Those are like kind of crappyvideos, those are crappy images
and you have to go in there andfix it anyways, but look how far
we've come in just two years.
So in a year or two from now,they're going to do it for you.
It's going to be all there.
You're going to have aconversation with a license.
Hey, find the closesttrampoline park as you're
driving and be like, hey, wefound one on Morrison Avenue and
(03:42):
First Street and MorrisonAvenue and First Street, and
then that's the closest to youand it's 2.1 miles to your west.
And then we found another one,5.6 miles to your north on
Harrison Road.
And then you're like well,we're going to, let's go to
Morrison Street, and then you'rejust having a conversation with
it.
That's where AI is going.
That's where it's there.
I don't think we have to bereally scared yet.
(04:02):
The robots are being built inChina, but that's okay.
I mean, we'll be fine, right?
So that's where it is here.
And what this episode is allabout is how to embrace it and
to understand that it's there.
Maybe you're part of the firstgroup that's like I'm not doing
it, but you need to understandthat it's there.
It's in everything that you'redoing right now.
If you go into your Gmail andwrite an email, you're going to
(04:23):
see this little star up at thetop saying would you like AI
assist?
It'll help you write your email.
You just click on it, say yes,please help me write this email.
I got to tell my team that onFriday we were having a meeting
and that the associate doctor'son vacation next week.
So remember to do steps A, band C and it's going to template
an email for you.
It's right there, it's in theAI, is in your life already.
(04:46):
So just what we need to knowthat's changing in 2025 is that
Google AI overviews everything,so are now answering patient
questions before they click tothe website.
If you're not showing up in theAI snippets, you're invisible.
So you've noticed this, too.
You go to search something inGoogle and at the very top,
you're getting the AI snippets.
You're invisible, so you'venoticed this, too.
You go and search something inGoogle and at the very top,
you're getting the AI response.
(05:07):
It's summarizing multiplewebsites that are coming up next
in your search and telling youthe answer at the top, so you
don't have to go click on threedifferent websites to get the
answer.
It's giving you the summarizedanswer.
Is it always right?
No, but it is summarizing itfor you, where you're not even
clicking on websites anymore.
Let that sink in for a minute.
If people are looking forinformation on Google, they
(05:30):
don't have to click websitesanymore.
If they don't have to clickwebsites anymore, they don't
have to click on your websiteanymore.
So where are the answers comingfrom?
They're coming from your SEO.
You have to be up at the top.
So when someone sayschiropractor near me that helps
in migraines, and you type thatin and AI goes in there saying
the closest chiropractors to youthat are the best in migraine
(05:53):
relief have been shown to be,then the map will pop up.
It'll have the top rankingbased on the AI search, not the
map search that they there fromSEO.
So this is where your blogswill come in and kick some butt.
Then the sponsored people whoare paying for Google ads will
show up the number one spotthere or number two, and then
(06:13):
it'll be you if you're notpaying.
If you're paying for Google ads, boom, you're going to be right
there at the top of the map.
So this is where we have tostart thinking okay, my
website's important.
It needs to be clean fast andfor the people that land, think
of it like a landing page.
How do I convert them?
But two, what information's onthere that the bots are reading
(06:34):
to create the AI response?
Okay, I think if you put insomething like migraines, the
Mayo Clinic stuff's going tocome up and lead people towards
medical information.
I don't think we're competingyet with that AI response, but
you're going to need to keepfeeding the machine to at least
have a chance.
And now in meta ads.
Now meta ads Advantage Pluscampaigns have been around for
(06:55):
five years, but now theAdvantage Plus has been taken
straight into Meta's new AIplatform, which started last
summer, and it's really beenmessed up this year.
If you've noticed a change inyour leads quality, you're like
what's going on?
These people are not answering.
It's because it scrambled yourentire not pixel data, but it
(07:16):
scrambled your entire audiencedata.
So now it's like relearningbecause they decided they didn't
tell you.
They shifted all the data intoAI algorithmic analysis.
So now all these years of adsthat you've been doing whether
you've been doing it for thelast one, two, three, four years
you've been feeding your pixel,you've been getting better and
better audience control in thebackground, and then now what's
(07:38):
happened is they're like hey,let's take all that data and put
it into AI.
They've invested hundreds ofmillions of dollars in people
and data software and to do thisand Zuckerberg is poaching
people from other majorcompanies he stole, like the
prodigy Apple engineer.
Just not too long ago, I think,he offered him with bonuses $200
(07:58):
million.
That's for AI engineer,computer AI engineer Wow, I'm in
the wrong profession.
So they're in it.
They know this is it and we'rein a learning phase right now
and it sucks Like.
The cost per lead has gonereally up.
The response on text is zero,the picking up the phone is zero
(08:19):
.
The no show rate has gone up.
We're confused.
Luckily, I've been helping alot of you, so I'm like oh, my
office is doing it, thoseoffices are doing it.
We're confused.
Luckily, I've been helping alot of you, so I'm like, oh, my
office is doing it, thoseoffices are doing it.
I'm seeing a change, especiallyApril, may, june.
I've noticed that 100% comparedto January, february, march.
So something shifted.
I couldn't figure it out inMarch, april, may, but now that
the articles are all coming outin the tech world, I've read
(08:40):
them, I see them.
I'm like, ah, that makes sense.
And you're probably seeing adsin your feed now saying are your
ads all messed up?
This is why You've got tofigure your
T-T-O-P-O-O-V-V-V-T-O-O andyou're like what is the
O-P-P-T-O?
And they go in there.
It's a bunch of bullshit thatsome guy made up to help you
(09:07):
click here.
Is you got to think the AI?
This is the whole point of this.
Siri, alexa, google, all thatstuff that we were talking about
.
They're there and they'rewaiting for the information to
be input.
So your ads now on Meta.
Let's go to Meta for a second.
We have to be feeding the adcopy.
It's a little different.
We've been writing ad copy tocapture our lead's attention, to
capture our ideal client'sattention.
We still want to do that, butwe have to tell a story now in
(09:31):
the ad.
So, yeah, long form content isstill good.
We talked about that last year,in 2024, going to long form
content was still good.
Video is still king Still goodvideos.
Text overlay that still wins.
Those text overlay that stillwins.
But in the ad text, the hooksuffering from sciatica that
(09:51):
shoots down your leg that's thehook.
The line is your ad copy, thesolution?
Well, we have the solution forthis.
It's called chiropractic andspinal decompression or whatever
it is you do in your cold laser, chiropractic, whatever it is
that you do to help withsciatica you hit the pain point.
You have the solution.
You have the offer.
Come on in for $47.
Come on in for $99.
It's going to include all thisBoom, boom, boom X-rays.
(10:11):
Same thing In between.
There, in between the hook andthe line, you're going to tell a
story.
You're going to be like yourleg and be able to stroll down
Harrison Avenue to your localcoffee shop grabbing that coffee
like you used to before thepain.
(10:32):
See what we did there withouttelling a local story, of going
back into just a couplesentences that go in there and
say wouldn't it be nice to goback to harrison?
And then going down tohoneymoon, honeymoon beach and
lying down in that um, what arethose called lounge chairs?
There's a certain brand of them.
Sitting in that lounge chairand not feeling any pain,
(10:55):
shooting down your leg, playingwith your kids on the beach in
the sun because it's summertime,right?
Or wherever you live in themountains, going for a hike,
riding your mountain bike,whatever it is.
You're telling a story andyou're putting in some local
stuff in there.
Does that make sense?
Because what's going on, ai isreading this AI is like sciatica
chiropractor $99, x-ray.
(11:15):
It's reading.
And it's like Harrison AvenueWell, hang on.
Honeymoon Beat Well, hang on.
Where are we?
We're now here.
That's what's going on there.
So meta ads are looking intothat and now they're using it.
Oh, harrison, who goes to thatcoffee shop?
Who's going to that beach?
Now you're relearning youraudience again.
(11:36):
Oh, it's been.
You know this grind.
I tell you what guys.
Yeah, the easy solution is, on aFriday, to be like I quit, I'm
done, I'm doing a differentcareer.
I don't want to do this.
I'm going to be a librarianthat's going extinct.
They're books, it's paper.
I'm just going to do that.
I'm out, where's the locallibrary?
(11:58):
And then you realize, well,there's no libraries anymore, so
there's no jobs.
That's the easy way out.
The other way is to just stay upwith this.
It's part of your job, it'spart of the business owner hats
that we wear, it's part of beingon top of this and hopefully
these quick podcasts weekly whenyou tune in, just kind of give
you a little insight of like, oh, I got to stay on top of this.
(12:18):
I do it for you.
At this level.
I don't need to be doing thisthis much for my office.
I'm way ahead of the curve onmy office.
I'm staying on top of it.
I know where to spend my addollars.
I micromanage my marketingdollars good, well, and this is
more for you guys.
This is more for you guys.
(12:42):
So the big shift is knowing AIis there and having a strategy
on how to apply your marketingideas there.
So I found that where mostchiropractors are falling behind
is that we're still manuallywriting emails, ads, blog posts,
when AI can do 80% of this inlike 30 seconds.
Not using AI in your CRM.
So, whatever CRM many of youuse high level, but for those of
(13:03):
you that use CRMs, usingautomations for your automated
follow-ups and AI for two-waytext is really good.
I like putting it all in there,because the sequences that they
give us may not sound the best.
You may have to polish them upa little bit and make them your
own, but it's the AIunderstanding AI from the
internet.
(13:24):
So the answers that they'regiving you are the answers of
how things are working right now.
So it's kind of like thetwilight zone, like everything's
shifting digitally and it'salmost like we have to kind of
relearn it, because we took itfrom human programming to
artificial intelligence, nowprogramming the internet back to
us, and that's the future.
There's going to be very littleof manual input from people.
(13:47):
It's going to be optimizedthrough automation.
Everything's already beingoptimized Department of
transportation routes, schoolbus routes, healthcare diagnosis
, imaging.
That's been a huge thing inchiropractic.
The MRI reports and the x-rayreports by AI are finding things
that humans are missing.
So it's over.
(14:08):
It's the way it's turning on us.
So we need to understand howthat works.
Still creates a lot of jobs.
Still need people, but that'swhere we're at with that.
Creates a lot of jobs, stillgoing to.
Still need people, but that'swhere we're at with that.
So in your crm, using chat, gpt,using uh ai to help you write
sequences, write emails, writeblog posts, because it's now
understanding what informationneeds to be out there and what
(14:29):
people are reading.
So it's a little bit of a cue.
You can still polish it to makeit your own and, um, there's
zero personalization in AI.
Ai can now make every lead feellike the message was made for
just them.
It is getting better.
So now you can put in yourtarget demographic.
You can say hey, our leads arecoming in as what you're telling
(14:52):
AI as 38 to 52-year-old femalesmainly.
Most of them are parents.
They live around here in our,in our area, where it's this
temperature, this climate, this,uh, this type of thing the
local sports team, the localschools, um, the you know the,
the climate or the um, theculture that you live in as well
(15:15):
.
You can teach it that and thenwatch what it does with the
response responses.
It's, it's really cool.
So you can play with this andyou can take a lot of it off of
your, off your mind there,especially if you're not an
artistic person or a creativeperson.
Ai is great for you.
If you are a creative person,you're having a dilemma, a fight
with AI because you want to doit.
You, you feel like what you cando is better and it still is,
(15:38):
so keep doing that there.
So little tools we can use inthere.
If you're using Google ads,which I highly recommend, the
performance max campaigns is theway to go because of all the AI
that's in there.
Now, all the copy that you putin there the headlines, the
videos and everything that youupload into that max campaign is
going to be used on YouTube andacross everything for you.
Google's going to pick where toshow it and start finding your,
(16:01):
your um ideal clients, becausethe more that they click, the
more that.
The longer they watch yourvideos, the more that they call
your office.
They're starting to track thatall for you inside of Google ads
, so that is pretty awesome.
There, too, you can createcustom landing pages for the
URLs that they go to and theyclick on so that they end up in
your high level landing pagesand then, when they have like a
(16:23):
submit form or more videos thatthey can watch or learn more
about the office, and that's howyou can keep a better internal
track of what's going on.
And those triggers that fireback and forth the API
conversions will just build moreof your response in the
background.
It's kind of a set it andforget it type of thing in the
background.
So that's the nice part.
So, yeah, so a little thingsthat, if you are, this is now
(16:46):
the advance.
If you're done for the day,have a great week.
You can tune out of this podcastfor the advanced people that
are in there and doing their ownCRMs and know what I'm talking
about, especially maybe withFacebook, you know you want to
connect your high level or leadconnector to meta and Google use
server side events like leadschedule, per purchase, page
view and not just browser basedevents, and this tells the
(17:08):
platform who's converting sothat they can optimize ads for
you.
And this is what I'm talkingabout with AI.
It's already in meta adsperformance ad advantage plus,
ad advantage plus in meta andthen performance max campaigns
in Google.
It's already in there.
So there's not much you need todo.
You just need to set up the API, the conversion, that's talking
(17:31):
to your lead connector in thereor your MailChimp in there,
your Zapier in them or whateverit is that you're using, and
then you use AI to shorten yourlead response time.
Use AI chatbots on your landingpages or Facebook DMs and have
it instantly respond, qualify,lead or even offer a booking
link.
Once they start getting into aconversation with you, they may
(17:54):
say hey, do you take insurance?
Hey, where are you located?
Hey, are you open Saturdays?
Whatever it is, it will havelike the auto chat chat bot.
We'll get back and give themthe original FAQ question
answers.
They will give them the answersaying no, we're not open
weekends, or yes, we are, orthis, this, this, and then, by
the third response is likehere's a link to book an
appointment, sending you totheir uh sked app or your um,
(18:16):
whatever.
It is your internal booking appwhere they can do that.
Uh, you can have.
At you know, here's a littlebonus you can have ai-based
missed call text back in highlevel to recover leads instantly
.
So if you're using that phonenumber to call people with and
um, you miss they, you know they, or they call that number back
and you miss your call, it's anautomatic response saying, hey,
(18:39):
sorry, we caught you after hours.
Here's a link to book anappointment, if that helps you.
Otherwise, leave us a voicemailand we'll get right back to you
, or reply back to this chat andwe'll get right back to you.
And there you go.
Let AI write your first draftso that you can just go in and
all you have to do is change acouple things, and you can use
this for video scripting, socialposting, ad copy, email
(19:00):
sequences.
Let chat, gbt or Jasperwhatever you use do the heavy
lifting for you, so that all youhave to do is go in and polish
it up, save time, stayconsistent with all this,
leverage AI-powered campaigns aswell.
We talked about advantage plusleads with your offer.
Let meta do all the AItargeting.
(19:21):
So what's happening is, asyou're getting frustrated with
nobody answering calls, whatwe're ending up doing is we're
going back to interests anddemographics, like it's 2018.
Those things used to work.
They no longer work because ofall the guidelines and the legal
issues around the world, someta has taken those down.
(19:43):
Eventually, those are going todisappear.
You won't be able to do it.
You'll just be able to pick ageand radius.
But even though it's tempting togo in there and use
demographics like householdincome or parents or parents of
children or, you know, healthand wellness or target, it ends
up skewing AI, because now it'slike this robot, like okay, go
(20:05):
find the perfect leads, go findthe, get as many clicks as
possible and find who'sconverting, cause that's what
that's what AI is doing is.
I take this ad, show it, andthen it's like click the clicks,
the scroll stoppers, the peoplewho watch the videos.
It's collecting all that dataand it's like oh, it's these
types of people, and then allthe leads that come in are wins.
Ai is like we win.
(20:26):
Look at all the leads we'regetting, and then you're like
these leads freaking, suck.
And then what we have to do istell it that these leads are not
doing well.
So that's how you have yourevent setup tool set up so page
view, lead purchase, booking orbooking confirmed.
That's the difference.
That's why I like the booking,because you're getting a lot of
(20:46):
leads, you're getting to themiddle but you're not getting
the booking.
And if AI knows that, it's like, oh, I'm sending all these
leads, oh, the bookings are nothappening.
It's like, no, keep learningand that's and that's where
we're at right now with the AI.
Even on Google, I've noticed thebig down slope on Google
(21:06):
getting conversions for me aswell, and I've been running
Google consistently since dayone of uh, I've been running
Google for 15, 16 years, so, um,and I've seen another big dip
there, which means they'relearning.
When the dips happen, thosemajor dips, it's either seasonal
, like summer, or or a learningphase, and we're in.
We're in an ai learning phaseeverywhere.
(21:27):
If you think it's crazy rightnow, you just feel weird, like
the world is weird it is.
It's like this, completely like.
Like the world is weird it is.
It's like this, completely likevoidness of mental, of people
being here.
It's almost like a quick,zombie-like existence because
people have checked out and thenthe tech world is doing this,
literally checking out andputting it all into AI, and kind
(21:50):
of us are like sitting backreaping the side effects of it.
That's where we're at there.
Performance max campaigns I sayplay with it because you can
play with the budget $10 a day.
You can do stuff where, becauseyou did it, you're now on
YouTube and you're on videoplatforms, which is really cool.
So having a nice clean,polished video that you like to
use on social media andadvertise your clinic, that's a
(22:10):
great one.
And then check if your clinicsite shows up in Google's AI
generated answers.
So audit your website and SEO.
You just literally ask aquestion.
Go to Google, ask a question,see what the first blurb is by
AI.
Are you showing up in any way,shape or form?
Add FAQ sections, local reviewsand well-structured blog content
(22:33):
.
We talked about this.
Go back to the blog podcast.
Those are more relevant nowthan ever.
Think what questions are myideal patients asking and why
are you answering them.
That's the main thought processas you train AI what's the
questions my ideal patients areasking and are you answering
them?
And this is easy by sending outa social media post to your
(22:57):
followers and saying uh, whathealth questions do you have
right now?
Or what questions aboutchiropractic do you have right
now?
And watch what they're.
What's what they're asking?
So five tools I think you needto look at.
Uh, for the end of this podcast, here is five tools to look at
this week ChatGPT I know youguys know this for ad copy
(23:17):
scripts, blog ideas and emailsubject lines even the emails
themselves.
Lead Connector, ai chat insideof your workflows.
Look at the new AI chat.
It's automatically set up andit handles new leads from
Facebook forms or landing pagesfor you.
Take a look.
Take a look maybe not go liveyet, but take a look.
(23:37):
High level workflows plus CAPIs set up automated lead lead
nurturing and track conversionsproperly.
That's all there.
It's all in there.
Canva, ai and loom If you useloom or video or anything like
that, I found the Loom AI ispretty good too.
That's really it.
Ai isn't coming.
(23:58):
It's here.
We know this, and the clinicsthat are winning right now
aren't doing more.
They're just doing it smarter.
They're letting this run,because you have to let it run.
It's the system now.
It's like if you're not using AI, you're not part of the club.
You're missing the boat.
You're not even in the clubanymore.
You thought you were on theboat.
You thought you were doing theright things.
(24:20):
I was, I got caught.
I got caught too and I've beenteaching you guys In 2024,.
I'm like guys, listen, we needto embrace AI a little bit more.
And even though I've beentrying to do it, I avoided all
this year the AI stuff forauto-responding to my patients,
because I felt like, as apatient, I wouldn't want an AI
text, I wouldn't want anautomated text, and that made me
(24:41):
miss the boat.
Because you still don't have todo that.
You can still have customresponses, but you have to be
using the internal AI systemsthat have been forced into all
your programs.
You have had a Canva accountfor a few years.
Last year there was no AI inCanva.
You just logged in one day andit's like boop, boop, boop, that
little asterisk thing.
Would you like AI to help makeyour post?
(25:02):
You're like what?
What is this?
Or maybe you avoided it?
You're one of the two peoplethat you know.
You're the one or two people.
You either clicked it or youavoided it.
I avoided it.
I'm like no, I know more thanyou on this damn platform.
Leave me alone, right?
We're all guilty of it andthat's the whole point there.
You don't have to become a techwizard.
Please don't start to freak out, because I was.
(25:24):
I was freaking out last year tobecome a tech wizard or
marketing guru, but you do haveto start testing things with the
AI, implementing and thinkingabout how you show up online and
that's really it.
And if you've been frustratedwith Meta, it might be a good
time to take a pause.
I hate turning off marketing,but I do feel like there's a
(25:48):
loss per dollar right now.
On Meta, the things that areworking are niche and I've seen
this pull away from it.
The chiro ads are just notworking.
I don't know if it's becauseeveryone's looking for a $29
adjustment now.
Is that become the norm betweenthe joint and all the $29 ads
(26:09):
that have been running for sevenyears?
Are people just like I'm justgoing to go for a $29 adjustment
?
These, these chiropractors doall this stuff as new patients
especially.
Is that becoming the norm?
That's one.
Two, the best ones to run areyour modality based stuff,
because I think it's new, it'skind of different and it's
non-competitive because notevery chiropractor run.
(26:29):
You is running the same thingslike a red light, shockwave
decompression.
Decompression is becoming alittle bit more competitive
because everyone's getting thedecompression.
But if you have true spinaldecompression, not just the DRX
9,000, but if you have like atrue motorized decompression
table that actually gets thathigh volume of force on it, I
(26:52):
think that's a great one, causeyou, you out compete your
competitors on that.
Not many of you are running intothis.
This is like high-end marketsthat are dense.
Those are it the shockwavething, the red light thing, the
solving problems and thenbecoming the expert in those
problems.
Become the migraine person,become the sciatica person,
(27:13):
become the L3, become themigraine person, become the
sciatica person, become the L3,l4 disc person, like that.
Specific videos those are theones that are running really
well.
So when you're holding the discand you're like L4, l5 issues,
squishy disc, we know all aboutthem here.
This is all we do, and thatcould be your ad.
And who cares if in a monthfrom now, you're like, hey, and
that could be your ad?
(27:34):
And who cares if in a monthfrom now, you're like, hey, c1
issues.
This is all we do.
It's okay, I do it and I getnew patients.
So do what you need to do toget the new patient in the door.
I have this conversation withall my coaching clients.
So once you work with me,you're automatically a coaching
client, because there's more tomarketing than just Facebook ads
.
There's an internal process aswell.
There's an internal process aswell, and the conversation we
have is what are we doing withthis?
(28:02):
And the whole point ofmarketing is to get people in
the door, or to get people toyour website, or to get people
to call your office or yourbusiness or your store, whatever
it is that you own.
That's what marketing is allabout.
Once and I joke with my patientonce they're there, you close
the door and you lock it with abolt.
They're stuck in the room withyou.
Now this is where the truemarketing and sales happens.
Right, that's it.
You got them in the door, hookline, sinker the fish.
(28:24):
Now what you do with the fishwhen you get to the beach?
Whether you cook it, whetheryou hang it on the wall,
whatever you do with it, that'syour choice.
Because you won.
You cast the line, you put outthe bait, you got the fish.
That's marketing.
Now they're on the boat or backhome.
Now they're trapped.
They're trapped on the ice inyour bucket.
Now you got to teach them andtalk to them and you can fillet
(28:47):
them, put them on the wall ormake them better, whatever you
want to do.
That's where the sales comes in, on the back part.
So remember that.
I think sometimes we need thatreminder of why we do.
Why the hell are we doing allthis shit?
It's because that's the wholepoint to get people.
People are glued to theirdevices.
If you're not doing marketingon digital, I don't think you're
(29:09):
.
We can't survive, you can't doit.
You can't not compete.
Depends where you are.
If you're in a rural area thatare word of mouth and you've
been there for a long time, it'sokay.
That can be your primary source.
You can dabble with socialmedia if you want, but for the
rest of us, we're living incompetitive market.
You have to do this stuff.
I'm going to let you go thisrambled on for a while.
Have a great week, keep doingwhat you're doing and stick with
(29:30):
it.
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