Nitsan: And once they’ve written the book, then what kinds of things can they do beyond that?
Jim: They’re ultimately going to use that book as a reason to have press coverage, to have media coverage. They can now do things like get on media outlets as a health expert. A great example of this is, and I’ll go back to the Oprah example because that’s a huge one and everybody recognizes the name – Dr. Phil and Dr. Oz are two household names. Well, Dr. Oz was an ER doctor, is an ER doctor in New York. Dr. Phil is a Texas psychiatrist or psychologist. Neither one of them were recognized, and neither one of them are the top of their game or necessarily the best of the best, but because they both positioned themselves with Oprah they gained celebrity. When they had a book out, well now if they ever write a book, they’re instantly a best-seller. By gaining that first step, by having a book, you have an opportunity to get on those major media outlets. You have a reason for the news stations to want to interview you. That’s basically free publicity for you and spreading the word. Someone else is tooting your horn for you and listing you up as the health expert. You’re the author. I mean, the word ‘author’ and ‘authority’ go hand-in-hand.
Nitsan: What if the chiropractor is not really very good at writing?
Jim: That’s where there are so many services that can help him out. There are whole events and seminars that I actually hold. For a whole day I can teach people four or five or six different ways they can go about getting a book written. A lot of it can come down to just strong discipline. Over Thanksgiving weekend about a year ago in the year 2013, I actually got two books written. One, the pound-it-out sitting in front of the computer way, and then the second book I did another way, by using multiple people contributing articles for me and we put a book together. That year we got two books done over a holiday weekend while spending plenty of time with my family and getting them up and published in basically four days.
Nitsan: That’s very exciting! So, is it different for chiropractors than any other profession? Is there something that a chiropractor would do that maybe a different professional would not?
Jim: Well, no. From a business perspective, celebrity and getting that jump start to your marketing, hence my workshop, Celebrity Jump Start, getting that works for any business. Now the benefit a chiropractor has is they have that educational component they have to overcome with people who have fallacies about what a chiropractor is, or maybe even fears of going to a chiropractor. So does it make a difference for them versus any other business? No, actually, a lot of businesses could accomplish it. I just think chiropractors are one of the best businesses to be able to open up that door of education, because they, more than anybody, want people to have the complete and total healthy attitude and lifestyle. They’re some of the best rounded educators that I’ve ever met and I’ve worked with literally hundreds of chiropractors over the last 20 years. They care a tremendous amount and because of that if they were to ever write those articles and get those books done, they would just be able to open up so many more doors and help so many more people, with not just their own business profiting, but they’d actually be able to from a personal level feel much more fulfilled because they are able to reach more people and not just the ones that can come into their office.
Nitsan: Can you tell me a case of a particular chiropractor that you think really worked well that other chiropractors would really want to emulate?
Jim: Sure, there are two of them. Both of these chiropractors were the most dedicated, spending time with their patients, hands-on chiropractors, full education, nutrition, everything. There wasn’t ‘just come in and get an adjustment and leave.’ One in Pittsburgh several years ago was struggling at the time because he had a lot of school loans. He had recently graduated and he was just in a heavily condensed area of chiropractors and the competition was huge. Just in his own fifteen-story building there were five chiropractors. Within a four mile radius there was over three dozen, and those chiropractors were well established. It was almost impossible for him to ever compete with direct mail or financially put out more marketing material so one of the things he did was position himself as a celebrity and I helped him do that through a variety of ways, but ultimately he put a little bit of work into it. He would develop himself as incredible expert, people saw his authority, and they really saw how much care. His business literally, just by taking four or five steps with me working with him to develop his positioning and his celebrity, doubled in four months, from seventy-five – and so you understand what doubling means, because some are, ‘oh yeah, he went from one patient to two.’ No he went from seventy-five patients a week to a hundred and fifty patients a week. So for him that completely changed his life to the point where he could get married, start raising a family, pay off his school loans.
Now the other chiropractor is out here in Las Vegas where I live now. I had the opportunity to network with him and talk with him, and over a period of time I talked with him about writing a book. He’s the one who wrote the book on running – on chiropractic and running and running injuries. He’s now using that book to pretty much write articles. He got that one book done and now he’s putting out articles and being published every week somewhere. Online I see his face everywhere – for social media, online, online magazines here in Las Vegas, so he’s building up quite a following if not just in Las Vegas where his business is based.
