Okay, first of all, let’s get one thing straight — this post is NOT a long direct-response advertisement to get you to buy some cheesy product or infomercial. Just because the headline is enticing doesn’t mean I’m trying to sell you anything.
Quite frankly, I get pretty tired of that type of sales approach. I mean, come on, how many pages of copy does one really need to read before understanding what they’re trying to sell?
20? 40? 75? (Yes, I’ve seen them written that long!)
How about 1?
Now, please don’t misunderstand me. Direct-reponse advertising has its place. The entrepreneurs that teach us how to write them are very gifted and talented copywriters.
However, I’m not the type that has the time or focus to read through such lengthy letters. If your content, product or service is really that valuable, you should be able to effectively communicate your message in a short amount of time — think Unique Selling Proposition.
In other words, don’t waste my time. Just tell me what you’re selling, how much it’s going to cost and what’s in it for me.
Oh, and now that I use Twitter, why not tell it to me in 140 characters or less? Capiche? 
No, seriously, the secret to successfully using social media as a chiropractor has nothing to do with lengthy direct-response ads, social media platforms, the amount of time you spend online or even technology itself!
I hear the “Huhs?” bursting out loud already. Stay with me …
The secret has to do with everyday interaction as human beings with each other. This isn’t rocket science. It simply boils down to building true, authentic relationships with people.
Let me repeat that …
The secret to successfully using social media as a chiropractor is to focus on building true, authentic relationships with people.
If you remember in one of my very first posts, I introduced the following concept:
In today’s market, the buyer is in control. In other words, it’s not about you, it’s about them. With the internet at their disposal, its just a few clicks here and there to find what they want and desire.
People simply do not care that they are walking around with subluxations. What they do care about is providing for their families, living healthy without the devastating effects of sickness and disease, financial security, peace of mind, the ability to go on vacation, and, the list goes on and on.
Therefore, you have to position yourself to fulfill their wants and desires. You do this through quality content. The content builds report and starts a relationship with the prospect. Once the relationship begins, you simply give the prospect what they want.
You have to focus on building the relationship. Don’t just blast out your message using auto-responders, auto-direct messaging services, et cetera. Get connected with people that are trying to connect with you.
Listen to them. Respond to their questions. Show an interest in their interests. Don’t be fake but authentic.
If you are truly passionate about what you do, then you’ll truly live to serve others. People will see your authenticity and be drawn to your honesty. This is how trust is built and how relationships grow.
The reason why I started this blog is to share with as many chiropractors as possible the true benefits of using technology, the internet and social media to strengthen their practices. I don’t get paid to do it, I just do it. And, I do it out of a true passion for our incredible profession and the unselfish chiropractors that serve it.
So, in order for me to practice what I preach, I’ve put together a short video introducing myself. Pictures are nice but there’s something magical about video that connects people. I don’t say that to be vain, it’s just the truth. Why do you think YouTube is so successful?
With that disclosed, I encourage you to follow suite. Start connecting with your prospects and patients. Take the time to get to know them. If you step out and go the extra mile, people will notice. You’ll then produce within your community what Seth Godin describes in his must-read book, Purple Cow.
In closing, don’t forget to connect with me. I’m easily found on Facebook, Friendfeed, Linkedin, Twitter and YouTube.
Also, if you have any specific comments or questions, leave them in the {comments} section below or through my contact form. I greatly appreciate the feedback I’ve been getting so far and have really enjoyed building new relationships with you all.
About Dr. Patrick MacNamara
Recently, I’ve had the opportunity to talk to people and refer them to chiros in their town. I think people see that I am passionate and it has opened up the door for me to help others. Passion and authenticity… that’s what it’s all about!