August 8, 2025 • 22 mins
Does this sound familiar? You're spending money on ads, generating leads who eagerly share their contact information—and then they completely ghost you. Worse yet, when your team follows up, they get the dreaded "STOP" text. It's frustrating, expensive, and entirely fixable.
The disconnect happens because most practices fundamentally misunderstand the psychology of digital leads. That person who opted in for your $49 special was experiencing a moment of curiosity or desperation—not making a commitment. By the next day, their pain may have subsided, and your automated follow-up sequence feels like just another sales pitch in their inbox.
I break down the exact reasons your leads aren't responding, starting with the most common mistakes: texting too soon, using obvious templates, sounding sales-focused instead of service-oriented, lacking urgency in your messaging, and giving up after minimal follow-up attempts. The marketing landscape has evolved beyond the "text within 5 minutes" rule that worked a few years ago. Today's potential patients need a more thoughtful, human-centered approach.
The solution requires reframing your entire conversion process. Instead of measuring success solely by booked appointments, focus first on starting meaningful conversations. I walk through how to create personalized automation sequences that feel like helpful assistance rather than pushy sales tactics. You'll learn specific messaging techniques, proper follow-up cadence across multiple channels, and how to train your team to handle these leads with the right mindset.
I also dive into improving your landing pages with authentic video content, properly presenting your value proposition, and creating micro-commitments that build momentum toward booking. Whether you're struggling with Facebook leads or Google ads, these strategies will transform your office into a lead conversion machine.
Ready to stop getting ghosted? Email me at info@enricod.com for my top 10 text templates that are proven to get leads responding again. Your potential patients want help—they just need to trust you enough to take the next step.
- 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 (00:00):
Today we're talking about one of the most
frustrating parts of running adsor generating leads online
getting ghosted.
You paid for the lead, theygave you their number, but now
they're ignoring your texts or,worse, texting Stop.
In this episode, I'm going tobreak down why this happens and
how to fix it so that youroffice becomes a lead conversion
(00:23):
machine.
This is why leads don't respond.
Here's the reality behind itand how to fix it so that your
office becomes a lead conversionmachine.
This is why leads don't respond.
Here's the reality behind it.
Getting someone's info is notthe same as building trust.
They might have opted in for it, but a $49 offer they're unsure
about isn't going to generateenough motivation to take the
next step.
(00:43):
They're curious, but they'renot committed.
You have to remember this aboutthe leads that are generating
from your ads.
A moment of desperation wassome pain.
That has passed now.
The next day, they're feeling alittle bit better, and an ad
that promised the moon butdidn't feel real may be a little
(01:03):
bit of a deterrent to followthrough.
It was such a great ad, theygave you their info and then
after two minutes, they're likethat seems too good to be true.
Or your follow-up just felt tooautomated or pushy.
So two years ago, where youlistened to this podcast, I was
telling you, man, you got tofollow up within that five
minutes Actually within that twominutes and you guys all jumped
(01:25):
on to CRMs and auto texting anddid such a great job on that.
Now, how's that going?
Now you're getting the tooautomated or too pushy response
where they're telling you stop,stop texting me and that's it.
I mean, these are the mostcommon mistakes that are
happening and by staying aheadof the curve you'll stay ahead
of the game.
You're texting too soon or atweird hours.
(01:46):
Some of you just want to textthem right away.
Setting those parameters isreally important.
Someone looking at your ad at11.19 PM, getting a text at
11.20 PM, is kind of odd, isn'tit?
Having an automated one andbeing smart about your post hour
or after hour responses isreally smart.
Having that 10, 11, 20 is great.
(02:06):
Hey, mike, thanks for signingup for our $49 offer.
We've received your informationand we'll get back to you
during business hours.
That's kind of a automated,respectful text that any client
would look at and be like okay,that's good.
Not a whole bunch offollow-throughs for the five
minute rule at midnight.
(02:27):
That makes no sense.
So you're texting too soon orat weird hours.
Your messages feel like atemplate and, let's be honest,
they are.
You've automated a templateresponse.
It's not a person and that'sokay, but could be a little bit
of an issue in why ourconversions will never be 80, 90
, a hundred percent because itis templated.
You sound like you're selling,not serving this one's important
(02:47):
.
This is why, when people workwith me, I advocate for them to
be part of the setup process andnot just follow the digital
agency's idea.
As a client, you want to justhire someone that does it all
for you.
Don't ask me any questions,enrico.
You do what you do.
I trust you.
I know you're going to get meall the patience.
I'm like yeah, I will try mybest, but you got, it's got to
(03:09):
be in your tone.
No, no, no, do what you do.
I'm like no, you definitely donot want to sound or look like
me in any way.
Trust me, this isn't the.
You know, this isn't the voiceof radio and it's definitely not
the face of the silver screen.
So the point of this is you haveto put it in your own tone.
In your own tone it has to be.
(03:30):
You have to sound like you'reserving and not selling, and
it's going to come from youbecause you have a certain
demographic.
You're in the area, these areyour people.
You have to make it yours.
You're missing urgency.
This is big too.
You're missing urgency or thisis big too.
You're missing urgency oremotion in your copy.
Limited spots act.
Now deadline is only 12 spotsremain.
(03:53):
Get your one of 17 vouchers.
Whatever it is creating urgencyor emotion.
Don't wait.
Get relief now.
You know, making things feelemotion and urgency helps people
give you their information andyour team is just slow to
respond or inconsistent.
Yes, I think we're all guiltyof that.
(04:15):
They might be quick off theget-go, but then the follow-up
starts to fall down, and we'vetalked about this in many
podcasts, about when you firstget started those first five
leads you did a great job.
You're like, ah, we only gottwo of them to convert.
I mean that's not bad.
But then five leads turns to 50and 50, where 50 leads turned
to 350 leads and 350 leads.
(04:36):
If you're anything like me,you're getting 2000 leads a year
.
Good luck, 12 months down theroad to be following up with 12,
you know 1,000 leads and goingback and saying hey, you know,
we didn't hear back from youfrom January.
Are you still interested inbecoming a new patient?
You give up on them.
Your team gives up on them.
You're like, well, that's it,we're done.
They said stop on text, yeah,but they didn't say stop on
(04:57):
email and they definitely didn'tsay stop over the phone.
Now, if they do, and you get ahold of them and they say don't
contact me ever again verbally,I mean respect that they're just
going to leave a negativereview if you do it again.
So those are the little thingsthere.
So we've got to reframe the goalwhen it comes to this.
Your goal is new patients.
It always is, we know this, butwe have to reframe the goal.
(05:18):
The first goal is conversation,not conversion, and what we're
doing is we're setting up an adand going straight to conversion
rates and then new patientsright, those are the three
metrics we look at.
But what about the conversation?
And I find if you focus on thisand structure it really well,
(05:39):
your conversion rates will go up.
Your mindset should shift fromhow do I get them to book an
appointment to how do I get themto trust me enough to reply.
That's the key.
This is a relationship funnel,not a push funnel.
Switch your marketing to this,switch the template to this,
switch the follow-up to this.
Your conversion rates will goup better.
(06:03):
You got to remember this ad wasin front of them.
Whether you shot a 30 secondvideo, a 60 second video or even
a picture, it was just apicture with an offer, with text
, and it took them 10 seconds toread the text and look at the
picture.
Or look at the picture and thenbe interested enough to look at
the text and they're like yeah,fine, quick boom.
They go to your landing page orthey go to the form and they
(06:24):
give you their information, theylearn more, they send it to you
.
You're like see, I did a greatjob.
They must know everything.
Now, why are they giving me ahard time and not converting?
Well, they don't know anything.
They have no trust, no loyaltyand they really don't remember
anything that they went throughon social media last night
because they watched two hoursof TikTok videos, one hour of
Instagram and four hours ofYouTube videos on Sunday.
(06:45):
They don't remember your30-second interaction from the
ad.
We have to be realistic here.
So speed matters in this.
We have to build therelationship, but speed matters.
Respond within the five minutes.
Use your responders while theirinterest is hot and automate
the first message only to notify, not to close the deal, like I
(07:06):
said.
Hey, mike, thanks for signing upfor our $99 new patient special
.
We've received it.
We'll contact you during officehours or will contact you
shortly and then use real humanlanguage.
This can't be chat GPT.
Do not do that.
You know, hi, enrico, yourecently claimed your $49 new
patient special.
Click this link to schedule now.
But what's that's bad?
(07:27):
You went straight to the close.
What's better is hi, enrico, Isaw you grab the $49 patient
spot.
Want me to help you find a timethat works?
Or can I help you in any otherway?
Or can I help you answer anyquestions?
Now you're personalizing this.
Use the name, symptom, if youcaptured it, or location.
(07:48):
This is great.
Hey, sarah, still dealing withneck pain?
Want me to check availabilityfor Tuesday slash Thursday?
So this is your follow-up whenyou personalize this.
So that's the first one.
Thanks for signing up, wereceived it.
Then you follow up with maybeyou're doing an ad on sciatica,
maybe you're doing an ad onheadaches?
Well, now you can target yourautomation funnel to be talking
(08:11):
about headaches.
Hey, sarah, still dealing withthose headaches, want me to
check?
This is how you follow up withthem with personalized
conversation.
Make it feel human.
End with a question.
Most of us end with a question,even when someone on the sales
phone gets on the phone with youand they start talking to you
like hey, I'm Mike from FirstCapital Funding and just want to
tell you a little bit aboutthis.
(08:31):
Do you have any business needsthat I can help you with
financially?
What are your major pain pointsin your business?
What are?
You know, and you listen tothese guys sell and gals sell.
You're like man.
This is you know, question andSocratic method.
Make it feel human.
End with a question.
Use emojis, if on brand only,and add your name or other team
(08:54):
members name to the text oremail.
This is Kelly at Full LifeChiropractic.
Want me to hold a spot for youand you can put a little emoji
in there.
You know, smiley face and thencreate micro commitments.
Don't push for the big ask.
Or you know, booking theappointment Start small.
Want mornings or afternoons?
(09:14):
Know, booking the appointmentstart small.
Want mornings or afternoons?
Do mornings work better for youduring the week or afternoons?
Have you been to a chiropractorbefore?
Have you had a scan, x-ray orMRI for this?
Each response builds momentum,so follow up at the right pace.
So you know like a cadence, aseven-day follow-up.
(09:35):
Many of you don't even do this.
You don't have a seven-dayfollow-up.
You got the five-minutefollow-up and the two-day phone
call thing and then you give up.
They're badly, you toss them,so you text them immediately.
You follow up at the one-hourmark, the one-day mark, the
three-day mark, the five-daymark and the seven-day mark.
Use different channels as thefollow-ups email text, even call
(09:56):
if high quality leads so manyof your teams are built for this
the texts are happening rightaway in the emails, right away,
within the first hour.
Your team is calling within thefirst day I know many of you
try and do a good job on thisand your team may follow up for
about three days.
So we got email text text, thenwe got phone call, phone call
and then days five and seven.
I would text text email.
I would or email text email.
(10:18):
I would just get out there anddo that for your first seven
days and then there's afollow-up with that as well.
Use real automation thatconverts, not just automation.
Use tools like high level orsimilar platforms to create a
real feeling SMS flow that youtailor to your own tone.
Tag leads by response level sounresponsive, engaged, booked,
(10:40):
so you got to use tags and thentrigger personal alerts to your
front desk team to step inmanually.
So if you go from aunresponsive to an engaged, so
many texts they get taggedautomatically because they
responded, they get tagged.
Then your team gets anotification saying Kelly's
responded to either an email ora text, so your team's on top of
it and then you can make yoursystem feel more like a helpful
(11:03):
assistant checking in instead ofa bot chasing a sale.
Make sense.
It just takes a little bit oftime once you start to build it
and that's why I'm getting a lotof Kairos flocking to me for
the personalization of this,because agencies are just
building how they have successright, when that success can
mean different things todifferent people, and then
(11:23):
they're just cookie cutteringthat for every office and then
they realize it doesn't work foreveryone.
So I refer Dr Jim to Mike and Irefer Dr Harry to Mike and they
both hire him.
And then Harry calls me backand says Mike sucks.
And then Dr Jim's like yeah,he's pretty good.
And why do they have twodifferent reactions?
Because they're in twodifferent markets and the same
cookie cutter response doesn'twork both ways, and the same
(11:45):
automations don't work both ways.
So setting up a platform, adigital foundation, and then
going in and making it verycustom to your office is the
combo win right there.
That's how this stuff works.
And then fix the front end.
We always want to be improvingour front end.
Your ad and landing page matter.
They really do.
They do matter.
So if you've got an ad gettinga lot of clicks, spending money,
(12:07):
and there's no conversion onyour landing page, it's a
landing page issue.
Completely revamp it, get a newone, try something new.
If you're getting very littleclicks and some landing page
hits, it means you have a goodlanding page.
You're just not attracting theright people to it.
They're not interested inwhatever the ad offer is.
(12:28):
So your ad and landing pagematter.
Was the offer clear but notover hyped?
That's one thing.
Very clear offer, but notlikehyped that's one thing you
know.
Very clear offer, but not like,with all the bells and whistles
on it sounding too good to betrue.
Was there a video of the doctor.
You know a lot of people.
I'm going to interfere rightthere for a second with the
joint.
They're like well, the joint'sdoing $29 stuff.
Yeah, the joint also does a lotof media advertising as well
(12:51):
and it's very clean.
It's very easy to just give youinfo there.
It's $29.
It's a low barrier offer.
People are going in there.
But if you read the ads,they're not saying you're
getting your first orthopedicexam, your first set of x-rays,
your first.
I mean, there's nothing to it.
So when you compete at $99,don't blame the $29.
I can't compete with $29.
Yes, you can.
You're going to be giving acompletely different experience.
(13:13):
That's what you highlight thevalue stack.
For 99 bucks, you're gettingthis, this, this, this and this,
and not just a pop and crackand out.
So that's how you do.
That Was the video of thedoctor building trust.
So this is on your landingpages.
I'm a big fan of videos.
This is your chance to showyourself, your office and
explain the issue in more detailand how you solve it.
(13:34):
I love video One, two, three,four minute videos.
These are fantastic.
They get to meet you, they getto see you and you're in your
office.
It makes perfect sense and itwas the language simple, local
and emotional.
Remember, going into thescience of L5 disc herniation on
that video right in the firstfew seconds, is not going to
catch their attention.
You got to be speaking to themas if you're understanding where
(13:56):
they're coming from with theirpain.
So if people are coming in withback pain and sciatica and that
was your ad for decompressionor chiropractic or both or
whatever it is the video thatyou create for that it only
takes a couple minutes to putthat video on.
There is talking about, hey,pain coming from L5 can be
debilitating and we understandthis with hundreds of patients
(14:17):
that we've helped this yearalready is that we go straight
to the source of the pain at L4or L5 or both, maybe even S1.
And we utilize two majortechniques that really help
alleviate pain almost instantlyby doing these two things.
And in our office it's flexiondistraction combination with
cold laser, it's spinaldecompression therapy with
(14:41):
chiropractic adjustments or it'swhatever you want to do to make
it sound cool and you do thatand then you go into it.
Then you go into it.
By doing this, the spinaldecompression is going to
pulsate the discs, help hydratethe discs once again, reduce the
pain from scar tissue fromaround the old injuries that
have happened to cause this inthe first place, and by
(15:04):
repeating this process over andover again, we have a 92%
success rate, with peoplegetting to 100% of feeling
better, and even the 8% still dobetter or get some type of
relief than none.
So we have a great track recordof helping people, and I
encourage you to take this offer.
Just sign up below and we'llsee you on the other side.
(15:24):
That's the video.
I love that on the landingpages they can sometimes make a
good ad too, but that's a prettyimmersive ad.
Video to show someone right offthe bat Could be great, though,
so that's the strategy behindthat.
Turn your office intoconversion machines.
So you got to train your team,and a lot of you forget to do
(15:44):
that.
Your team's just good on thephone, booking appointments and
good with people right, becauseyou hired the right people, but
you never really train them onto know the follow-up scripts
match the tone of the lead.
The person who's calling youknow a baffled or bedoozled lead
that calls in and says whereare you?
Guys, I clicked on an ad, youcalled me, where are you Right?
(16:05):
And your team's like what thefrick?
I don't want to talk to thisguy.
And matching the tone oh, we'reon the corner of Harrison and
Main street.
Where are you located?
Like the tone has to match, usename stories and symptoms in in
in that when you're havingthese conversations.
So use the names, use the leadsname.
Hey, hey, harry, um, tell mewhat's going on about your
(16:29):
sciatic or back pain Cause weknow that that's where they came
from.
The ad right.
Call when, when needed, not justtext.
So always assume leads you.
Your team does default to texta lot.
I watch the follow-throughs.
It's just, it's easy, it'squick, it takes a few seconds.
Send them a text, hope for thebest right.
They're not as persistent withphone calls or, if they do, they
don't know when to call and weknow that 10, around 10 AM in
(16:51):
the morning, that 9 to 11 in themorning and that 4 to 6 in the
afternoon is the best time.
Your team does it on theirlunch break, on their lunch
break, which is the worst timeto do it For many of us urban
centers that's probably theworst time to do it and our team
always assumes the leads arebusy, distracted or skeptical
(17:14):
and we have to assume that yourteam needs to assume that that
the leads they're calling in arebusy.
For sure You're calling them andthey're busy.
They're like who is this now?
They're getting tons of spam,right.
They're distracted because youdid call them randomly and
they're skeptical.
For sure they are.
They're like I don't know, I'vebeen to chiropractors before or
I don't know, I've tried stuffbefore and I don't know if it's
(17:34):
going to meet and you got tomeet them with empathy.
Hey, sally, I know you're superbusy.
Sorry for interrupting your day,but you did put in that
Facebook offer.
I wanted to make sure you gotthat opportunity to use that $99
special and you might beskeptical in the meantime.
Can I get you booked for a timethat we can get you on there?
And if you're skeptical aboutanything more and there's any
(17:54):
more questions you have, can Iget you on a call with the
doctor?
Like can I just have the doctorcall you?
Is that going to work?
That type of script works well.
They're like yeah, okay, andthen they can go into what works
better for you.
Mornings or afternoons,afternoons, great.
Thursday's my day off, perfect.
I'll look at this Thursday foryou help.
Like yeah, great, great, it'sMonday right now.
Can I get the doctor to callyou at the end of the day today
(18:15):
around six, when he's done withpatients, and I'm just going to
book you for Thursday.
He'll confirm that with you.
If you don't like him and hesounds weird, just cancel that
appointment.
Okay, you just get down toearth with the, with the lead,
and it works really well.
So your team has.
It has to be a team thing.
It has to be a team thing.
So you know.
My final tips for this isghosted leads aren't lost leads,
(18:37):
please.
If you do use high level oranything like that, I watch you
guys and my clients and everyonethat has high level accounts,
the lost or abandoned.
You're throwing people in there.
Some offices throw a ton inthere, some don't, you know,
just because you didn't like theconversation.
If they're wackos, get rid ofthem, don't contact them at all.
But most people want help.
They just need to feel safe andsupported.
(18:58):
You got to remember.
Your whole team needs to trainon this.
So on your weekly team meetingsor maybe one team meeting a
month you spend 10 minutes onthe lead scripting.
I would call it lead scripting,not your new patient scripting.
Your new patient scripting whena new patient calls from Google
or from a referral.
Those are gold leads.
There's not much you need to do.
All you have to do is nurturethem into their appointment.
(19:19):
They're going to have aninsurance question or a time
question or a cost question, butthey're gold leads.
They're not going to say no.
They just want to know how muchmoney do I need to bring, how
much do I have to make sure it'sclear on my debit card?
Is it $200, exam $300?
What is it?
They're ready to book.
We can't treat cold leads likethat that come from Facebook and
(19:39):
Google and all of our marketing.
So remember that.
So my challenge is rewrite yourfirst three texts on your
automations and have someone onyour team send them manually.
Test.
Watch what the difference iswhen you do this.
So I'll create a top 10 texttemplate for you to get leads to
(20:04):
respond.
All you have to do is justemail me at infoenricodcom and I
will get you that template.
And in case you need somemotivation, you could use chat
to be on your own if you want.
But if you need some motivation, do this and implement a couple
of them and see if it changesyour response rate.
Response rate is different thanconversion rate.
(20:25):
You should know your responserate.
Out of a hundred leads that youget on your Facebook ads that
you send out automated texts.
What's the response rate onthat?
We're at about 30%.
That means 70% of people don'teven respond to the lead.
It takes hardcore follow-up toget them on the phone call.
That's typically what ends uphappening.
(20:47):
Very few click on a bookinglink and book an appointment,
depending on the offer.
Red light and weight loss worksa little bit better, but for
most of you chiropractors, it'snot the best way of doing it.
So try that.
Get back to me, give mefeedback, let me know how this
goes.
Am I right or am I completelyfeeding you a bunch of BS?
Like I need to know.
Like, let me know if thisstuff's working.
If it's working, I need to know.
(21:07):
If it's not working, I need toknow needs.
You Stick with this stuff.
I'm proud of you for doing allthis crap, but it does generate
new patients, it keeps you busy,it keeps chiropractic moving
and helping more people.
No-transcript.
Today we're talking about one of the most
frustrating parts of running adsor generating leads online
getting ghosted.
You paid for the lead, theygave you their number, but now
they're ignoring your texts or,worse, texting Stop.
In this episode, I'm going tobreak down why this happens and
how to fix it so that youroffice becomes a lead conversion
(00:23):
machine.
This is why leads don't respond.
Here's the reality behind itand how to fix it so that your
office becomes a lead conversionmachine.
This is why leads don't respond.
Here's the reality behind it.
Getting someone's info is notthe same as building trust.
They might have opted in for it, but a $49 offer they're unsure
about isn't going to generateenough motivation to take the
next step.
(00:43):
They're curious, but they'renot committed.
You have to remember this aboutthe leads that are generating
from your ads.
A moment of desperation wassome pain.
That has passed now.
The next day, they're feeling alittle bit better, and an ad
that promised the moon butdidn't feel real may be a little
(01:03):
bit of a deterrent to followthrough.
It was such a great ad, theygave you their info and then
after two minutes, they're likethat seems too good to be true.
Or your follow-up just felt tooautomated or pushy.
So two years ago, where youlistened to this podcast, I was
telling you, man, you got tofollow up within that five
minutes Actually within that twominutes and you guys all jumped
(01:25):
on to CRMs and auto texting anddid such a great job on that.
Now, how's that going?
Now you're getting the tooautomated or too pushy response
where they're telling you stop,stop texting me and that's it.
I mean, these are the mostcommon mistakes that are
happening and by staying aheadof the curve you'll stay ahead
of the game.
You're texting too soon or atweird hours.
(01:46):
Some of you just want to textthem right away.
Setting those parameters isreally important.
Someone looking at your ad at11.19 PM, getting a text at
11.20 PM, is kind of odd, isn'tit?
Having an automated one andbeing smart about your post hour
or after hour responses isreally smart.
Having that 10, 11, 20 is great.
(02:06):
Hey, mike, thanks for signingup for our $49 offer.
We've received your informationand we'll get back to you
during business hours.
That's kind of a automated,respectful text that any client
would look at and be like okay,that's good.
Not a whole bunch offollow-throughs for the five
minute rule at midnight.
(02:27):
That makes no sense.
So you're texting too soon orat weird hours.
Your messages feel like atemplate and, let's be honest,
they are.
You've automated a templateresponse.
It's not a person and that'sokay, but could be a little bit
of an issue in why ourconversions will never be 80, 90
, a hundred percent because itis templated.
You sound like you're selling,not serving this one's important
(02:47):
.
This is why, when people workwith me, I advocate for them to
be part of the setup process andnot just follow the digital
agency's idea.
As a client, you want to justhire someone that does it all
for you.
Don't ask me any questions,enrico.
You do what you do.
I trust you.
I know you're going to get meall the patience.
I'm like yeah, I will try mybest, but you got, it's got to
(03:09):
be in your tone.
No, no, no, do what you do.
I'm like no, you definitely donot want to sound or look like
me in any way.
Trust me, this isn't the.
You know, this isn't the voiceof radio and it's definitely not
the face of the silver screen.
So the point of this is you haveto put it in your own tone.
In your own tone it has to be.
(03:30):
You have to sound like you'reserving and not selling, and
it's going to come from youbecause you have a certain
demographic.
You're in the area, these areyour people.
You have to make it yours.
You're missing urgency.
This is big too.
You're missing urgency or thisis big too.
You're missing urgency oremotion in your copy.
Limited spots act.
Now deadline is only 12 spotsremain.
(03:53):
Get your one of 17 vouchers.
Whatever it is creating urgencyor emotion.
Don't wait.
Get relief now.
You know, making things feelemotion and urgency helps people
give you their information andyour team is just slow to
respond or inconsistent.
Yes, I think we're all guiltyof that.
(04:15):
They might be quick off theget-go, but then the follow-up
starts to fall down, and we'vetalked about this in many
podcasts, about when you firstget started those first five
leads you did a great job.
You're like, ah, we only gottwo of them to convert.
I mean that's not bad.
But then five leads turns to 50and 50, where 50 leads turned
to 350 leads and 350 leads.
(04:36):
If you're anything like me,you're getting 2000 leads a year
.
Good luck, 12 months down theroad to be following up with 12,
you know 1,000 leads and goingback and saying hey, you know,
we didn't hear back from youfrom January.
Are you still interested inbecoming a new patient?
You give up on them.
Your team gives up on them.
You're like, well, that's it,we're done.
They said stop on text, yeah,but they didn't say stop on
(04:57):
email and they definitely didn'tsay stop over the phone.
Now, if they do, and you get ahold of them and they say don't
contact me ever again verbally,I mean respect that they're just
going to leave a negativereview if you do it again.
So those are the little thingsthere.
So we've got to reframe the goalwhen it comes to this.
Your goal is new patients.
It always is, we know this, butwe have to reframe the goal.
(05:18):
The first goal is conversation,not conversion, and what we're
doing is we're setting up an adand going straight to conversion
rates and then new patientsright, those are the three
metrics we look at.
But what about the conversation?
And I find if you focus on thisand structure it really well,
(05:39):
your conversion rates will go up.
Your mindset should shift fromhow do I get them to book an
appointment to how do I get themto trust me enough to reply.
That's the key.
This is a relationship funnel,not a push funnel.
Switch your marketing to this,switch the template to this,
switch the follow-up to this.
Your conversion rates will goup better.
(06:03):
You got to remember this ad wasin front of them.
Whether you shot a 30 secondvideo, a 60 second video or even
a picture, it was just apicture with an offer, with text
, and it took them 10 seconds toread the text and look at the
picture.
Or look at the picture and thenbe interested enough to look at
the text and they're like yeah,fine, quick boom.
They go to your landing page orthey go to the form and they
(06:24):
give you their information, theylearn more, they send it to you
.
You're like see, I did a greatjob.
They must know everything.
Now, why are they giving me ahard time and not converting?
Well, they don't know anything.
They have no trust, no loyaltyand they really don't remember
anything that they went throughon social media last night
because they watched two hoursof TikTok videos, one hour of
Instagram and four hours ofYouTube videos on Sunday.
(06:45):
They don't remember your30-second interaction from the
ad.
We have to be realistic here.
So speed matters in this.
We have to build therelationship, but speed matters.
Respond within the five minutes.
Use your responders while theirinterest is hot and automate
the first message only to notify, not to close the deal, like I
(07:06):
said.
Hey, mike, thanks for signing upfor our $99 new patient special
.
We've received it.
We'll contact you during officehours or will contact you
shortly and then use real humanlanguage.
This can't be chat GPT.
Do not do that.
You know, hi, enrico, yourecently claimed your $49 new
patient special.
Click this link to schedule now.
But what's that's bad?
(07:27):
You went straight to the close.
What's better is hi, enrico, Isaw you grab the $49 patient
spot.
Want me to help you find a timethat works?
Or can I help you in any otherway?
Or can I help you answer anyquestions?
Now you're personalizing this.
Use the name, symptom, if youcaptured it, or location.
(07:48):
This is great.
Hey, sarah, still dealing withneck pain?
Want me to check availabilityfor Tuesday slash Thursday?
So this is your follow-up whenyou personalize this.
So that's the first one.
Thanks for signing up, wereceived it.
Then you follow up with maybeyou're doing an ad on sciatica,
maybe you're doing an ad onheadaches?
Well, now you can target yourautomation funnel to be talking
(08:11):
about headaches.
Hey, sarah, still dealing withthose headaches, want me to
check?
This is how you follow up withthem with personalized
conversation.
Make it feel human.
End with a question.
Most of us end with a question,even when someone on the sales
phone gets on the phone with youand they start talking to you
like hey, I'm Mike from FirstCapital Funding and just want to
tell you a little bit aboutthis.
(08:31):
Do you have any business needsthat I can help you with
financially?
What are your major pain pointsin your business?
What are?
You know, and you listen tothese guys sell and gals sell.
You're like man.
This is you know, question andSocratic method.
Make it feel human.
End with a question.
Use emojis, if on brand only,and add your name or other team
(08:54):
members name to the text oremail.
This is Kelly at Full LifeChiropractic.
Want me to hold a spot for youand you can put a little emoji
in there.
You know, smiley face and thencreate micro commitments.
Don't push for the big ask.
Or you know, booking theappointment Start small.
Want mornings or afternoons?
(09:14):
Know, booking the appointmentstart small.
Want mornings or afternoons?
Do mornings work better for youduring the week or afternoons?
Have you been to a chiropractorbefore?
Have you had a scan, x-ray orMRI for this?
Each response builds momentum,so follow up at the right pace.
So you know like a cadence, aseven-day follow-up.
(09:35):
Many of you don't even do this.
You don't have a seven-dayfollow-up.
You got the five-minutefollow-up and the two-day phone
call thing and then you give up.
They're badly, you toss them,so you text them immediately.
You follow up at the one-hourmark, the one-day mark, the
three-day mark, the five-daymark and the seven-day mark.
Use different channels as thefollow-ups email text, even call
(09:56):
if high quality leads so manyof your teams are built for this
the texts are happening rightaway in the emails, right away,
within the first hour.
Your team is calling within thefirst day I know many of you
try and do a good job on thisand your team may follow up for
about three days.
So we got email text text, thenwe got phone call, phone call
and then days five and seven.
I would text text email.
I would or email text email.
(10:18):
I would just get out there anddo that for your first seven
days and then there's afollow-up with that as well.
Use real automation thatconverts, not just automation.
Use tools like high level orsimilar platforms to create a
real feeling SMS flow that youtailor to your own tone.
Tag leads by response level sounresponsive, engaged, booked,
(10:40):
so you got to use tags and thentrigger personal alerts to your
front desk team to step inmanually.
So if you go from aunresponsive to an engaged, so
many texts they get taggedautomatically because they
responded, they get tagged.
Then your team gets anotification saying Kelly's
responded to either an email ora text, so your team's on top of
it and then you can make yoursystem feel more like a helpful
(11:03):
assistant checking in instead ofa bot chasing a sale.
Make sense.
It just takes a little bit oftime once you start to build it
and that's why I'm getting a lotof Kairos flocking to me for
the personalization of this,because agencies are just
building how they have successright, when that success can
mean different things todifferent people, and then
(11:23):
they're just cookie cutteringthat for every office and then
they realize it doesn't work foreveryone.
So I refer Dr Jim to Mike and Irefer Dr Harry to Mike and they
both hire him.
And then Harry calls me backand says Mike sucks.
And then Dr Jim's like yeah,he's pretty good.
And why do they have twodifferent reactions?
Because they're in twodifferent markets and the same
cookie cutter response doesn'twork both ways, and the same
(11:45):
automations don't work both ways.
So setting up a platform, adigital foundation, and then
going in and making it verycustom to your office is the
combo win right there.
That's how this stuff works.
And then fix the front end.
We always want to be improvingour front end.
Your ad and landing page matter.
They really do.
They do matter.
So if you've got an ad gettinga lot of clicks, spending money,
(12:07):
and there's no conversion onyour landing page, it's a
landing page issue.
Completely revamp it, get a newone, try something new.
If you're getting very littleclicks and some landing page
hits, it means you have a goodlanding page.
You're just not attracting theright people to it.
They're not interested inwhatever the ad offer is.
(12:28):
So your ad and landing pagematter.
Was the offer clear but notover hyped?
That's one thing.
Very clear offer, but notlikehyped that's one thing you
know.
Very clear offer, but not like,with all the bells and whistles
on it sounding too good to betrue.
Was there a video of the doctor.
You know a lot of people.
I'm going to interfere rightthere for a second with the
joint.
They're like well, the joint'sdoing $29 stuff.
Yeah, the joint also does a lotof media advertising as well
(12:51):
and it's very clean.
It's very easy to just give youinfo there.
It's $29.
It's a low barrier offer.
People are going in there.
But if you read the ads,they're not saying you're
getting your first orthopedicexam, your first set of x-rays,
your first.
I mean, there's nothing to it.
So when you compete at $99,don't blame the $29.
I can't compete with $29.
Yes, you can.
You're going to be giving acompletely different experience.
(13:13):
That's what you highlight thevalue stack.
For 99 bucks, you're gettingthis, this, this, this and this,
and not just a pop and crackand out.
So that's how you do.
That Was the video of thedoctor building trust.
So this is on your landingpages.
I'm a big fan of videos.
This is your chance to showyourself, your office and
explain the issue in more detailand how you solve it.
(13:34):
I love video One, two, three,four minute videos.
These are fantastic.
They get to meet you, they getto see you and you're in your
office.
It makes perfect sense and itwas the language simple, local
and emotional.
Remember, going into thescience of L5 disc herniation on
that video right in the firstfew seconds, is not going to
catch their attention.
You got to be speaking to themas if you're understanding where
(13:56):
they're coming from with theirpain.
So if people are coming in withback pain and sciatica and that
was your ad for decompressionor chiropractic or both or
whatever it is the video thatyou create for that it only
takes a couple minutes to putthat video on.
There is talking about, hey,pain coming from L5 can be
debilitating and we understandthis with hundreds of patients
(14:17):
that we've helped this yearalready is that we go straight
to the source of the pain at L4or L5 or both, maybe even S1.
And we utilize two majortechniques that really help
alleviate pain almost instantlyby doing these two things.
And in our office it's flexiondistraction combination with
cold laser, it's spinaldecompression therapy with
(14:41):
chiropractic adjustments or it'swhatever you want to do to make
it sound cool and you do thatand then you go into it.
Then you go into it.
By doing this, the spinaldecompression is going to
pulsate the discs, help hydratethe discs once again, reduce the
pain from scar tissue fromaround the old injuries that
have happened to cause this inthe first place, and by
(15:04):
repeating this process over andover again, we have a 92%
success rate, with peoplegetting to 100% of feeling
better, and even the 8% still dobetter or get some type of
relief than none.
So we have a great track recordof helping people, and I
encourage you to take this offer.
Just sign up below and we'llsee you on the other side.
(15:24):
That's the video.
I love that on the landingpages they can sometimes make a
good ad too, but that's a prettyimmersive ad.
Video to show someone right offthe bat Could be great, though,
so that's the strategy behindthat.
Turn your office intoconversion machines.
So you got to train your team,and a lot of you forget to do
(15:44):
that.
Your team's just good on thephone, booking appointments and
good with people right, becauseyou hired the right people, but
you never really train them onto know the follow-up scripts
match the tone of the lead.
The person who's calling youknow a baffled or bedoozled lead
that calls in and says whereare you?
Guys, I clicked on an ad, youcalled me, where are you Right?
(16:05):
And your team's like what thefrick?
I don't want to talk to thisguy.
And matching the tone oh, we'reon the corner of Harrison and
Main street.
Where are you located?
Like the tone has to match, usename stories and symptoms in in
in that when you're havingthese conversations.
So use the names, use the leadsname.
Hey, hey, harry, um, tell mewhat's going on about your
(16:29):
sciatic or back pain Cause weknow that that's where they came
from.
The ad right.
Call when, when needed, not justtext.
So always assume leads you.
Your team does default to texta lot.
I watch the follow-throughs.
It's just, it's easy, it'squick, it takes a few seconds.
Send them a text, hope for thebest right.
They're not as persistent withphone calls or, if they do, they
don't know when to call and weknow that 10, around 10 AM in
(16:51):
the morning, that 9 to 11 in themorning and that 4 to 6 in the
afternoon is the best time.
Your team does it on theirlunch break, on their lunch
break, which is the worst timeto do it For many of us urban
centers that's probably theworst time to do it and our team
always assumes the leads arebusy, distracted or skeptical
(17:14):
and we have to assume that yourteam needs to assume that that
the leads they're calling in arebusy.
For sure You're calling them andthey're busy.
They're like who is this now?
They're getting tons of spam,right.
They're distracted because youdid call them randomly and
they're skeptical.
For sure they are.
They're like I don't know, I'vebeen to chiropractors before or
I don't know, I've tried stuffbefore and I don't know if it's
(17:34):
going to meet and you got tomeet them with empathy.
Hey, sally, I know you're superbusy.
Sorry for interrupting your day,but you did put in that
Facebook offer.
I wanted to make sure you gotthat opportunity to use that $99
special and you might beskeptical in the meantime.
Can I get you booked for a timethat we can get you on there?
And if you're skeptical aboutanything more and there's any
(17:54):
more questions you have, can Iget you on a call with the
doctor?
Like can I just have the doctorcall you?
Is that going to work?
That type of script works well.
They're like yeah, okay, andthen they can go into what works
better for you.
Mornings or afternoons,afternoons, great.
Thursday's my day off, perfect.
I'll look at this Thursday foryou help.
Like yeah, great, great, it'sMonday right now.
Can I get the doctor to callyou at the end of the day today
(18:15):
around six, when he's done withpatients, and I'm just going to
book you for Thursday.
He'll confirm that with you.
If you don't like him and hesounds weird, just cancel that
appointment.
Okay, you just get down toearth with the, with the lead,
and it works really well.
So your team has.
It has to be a team thing.
It has to be a team thing.
So you know.
My final tips for this isghosted leads aren't lost leads,
(18:37):
please.
If you do use high level oranything like that, I watch you
guys and my clients and everyonethat has high level accounts,
the lost or abandoned.
You're throwing people in there.
Some offices throw a ton inthere, some don't, you know,
just because you didn't like theconversation.
If they're wackos, get rid ofthem, don't contact them at all.
But most people want help.
They just need to feel safe andsupported.
(18:58):
You got to remember.
Your whole team needs to trainon this.
So on your weekly team meetingsor maybe one team meeting a
month you spend 10 minutes onthe lead scripting.
I would call it lead scripting,not your new patient scripting.
Your new patient scripting whena new patient calls from Google
or from a referral.
Those are gold leads.
There's not much you need to do.
All you have to do is nurturethem into their appointment.
(19:19):
They're going to have aninsurance question or a time
question or a cost question, butthey're gold leads.
They're not going to say no.
They just want to know how muchmoney do I need to bring, how
much do I have to make sure it'sclear on my debit card?
Is it $200, exam $300?
What is it?
They're ready to book.
We can't treat cold leads likethat that come from Facebook and
(19:39):
Google and all of our marketing.
So remember that.
So my challenge is rewrite yourfirst three texts on your
automations and have someone onyour team send them manually.
Test.
Watch what the difference iswhen you do this.
So I'll create a top 10 texttemplate for you to get leads to
(20:04):
respond.
All you have to do is justemail me at infoenricodcom and I
will get you that template.
And in case you need somemotivation, you could use chat
to be on your own if you want.
But if you need some motivation, do this and implement a couple
of them and see if it changesyour response rate.
Response rate is different thanconversion rate.
(20:25):
You should know your responserate.
Out of a hundred leads that youget on your Facebook ads that
you send out automated texts.
What's the response rate onthat?
We're at about 30%.
That means 70% of people don'teven respond to the lead.
It takes hardcore follow-up toget them on the phone call.
That's typically what ends uphappening.
(20:47):
Very few click on a bookinglink and book an appointment,
depending on the offer.
Red light and weight loss worksa little bit better, but for
most of you chiropractors, it'snot the best way of doing it.
So try that.
Get back to me, give mefeedback, let me know how this
goes.
Am I right or am I completelyfeeding you a bunch of BS?
Like I need to know.
Like, let me know if thisstuff's working.
If it's working, I need to know.
(21:07):
If it's not working, I need toknow needs.
You Stick with this stuff.
I'm proud of you for doing allthis crap, but it does generate
new patients, it keeps you busy,it keeps chiropractic moving
and helping more people.
No-transcript.
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