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Dr. Marc's Viewpoint Monday, March 8, 2010 The REALITY of "Expertise" FIRST...Registration is NOW OPEN for The FRESH START SEMINAR in Chicago on May 22, 2010. This is a one day event that will give you what the others cover in three. The difference between me and "the other guys" is very simple: They are using the platform to upsell you on something BIGGER. I am using the platform to give you what you paid for. I'm not saying that I am better than they, or that they are worse than me...just that we're different. To register for The FRESH START SEMINAR, or to simply obtain more information, please click on the link below: SECOND...You should be attending The HEADSPACE SEMINAR in Las Vegas at the fabulous Planet Hollywood Hotel & Casino. The event will take place on October 8-9, 2010 - and it's going to be "wicked awesome" (I'm from Boston). For more information, please go click on the link below: By Monday, March 9, 2010, there will additional information available regarding HEADSPACE when you click on the MORE INFO tab on the HEADSPACE SEMINAR registration page. The REALITY Of "Expertise" As many of you know, I speak to "cosmetic enhancement" folks from time to time - but always around this time of year. When I first spoke to this group, the number of attendees was about 200 or so (max). Today, the numbers are much higher, and the audience has grown from surgeons to ANYONE involved in enhancing a person's appearance via cosmetic means. It's a great bunch of folks, and I truly respect their commitment to marketing their businesses. The BIG speaker at this event was a guy who is known as a "keynoter." Like many professional keynote speakers, he has one speech, and that's all he does. If you saw him last year at a chiropractic conference, you'd hear the same speech at this year's physical therapy conference...medical conference...or whatever. It's always the same, regardless of the audience. This guy used to get paid a very nice fee, but today, because people are starting to DEMAND content instead of helium (i.e. walks over hot coals and "You Can Do It!" advice), his fee has dropped...significantly. Nevertheless, he is still a big hitter and as of 2009, he made a lot more than I did in the speaking end of the business (but I wasn't too far behind - LOL). Like other speakers I've told you about, this dude is also one of those "All you gotta do to resolve this insurpassable obstacle is to simply tell yourself that it does not exist. That technique worked for me...and it'll work for you too" type of guys. The REALITY of this individual's expertise is this: He made his money during a time when speakers were given permission (by the audience) to fill them with positive thoughts. This speaker was fortunate to tap a marketplace that was ready to listen to anything and everything that said, "All you have to do is put it into your head, and via the magic of the universe, it will happen!" Do any of you remember The Secret? The Secret (aka The Law Of Attraction) states that, good things happen to those who expect good things to happen. That's simply not true. If you were going to win the lottery, then it was going to happen whether you had a good attitude that day or a lousy attitude. The key was buying the ticket with the correct numbers. That's it. Period. "Swerdlick, you is WRONG! I got up that morning and prayed to Smitty. I told him that I needs the money, and poof - Smitty done drop it into my lap. Okay - so I've playing the lottery for 20 years and have been praying to Smitty that I'd hit it big. But what you don't see there Swerdlicky, is that it wasn't my time. Smitty has a reason for doing what he does. You just got to trust in Smitty!" Really? You know what folks - there are a lot of folks doing a lot of praying. Now you can go through life hoping that somebody's got something big in store for you OR you can get off your ass and make it happen. Maybe you'll pray tomorrow morning and then hit the lottery tomorrow afternoon...or not. Look - there is something to be said about not going through your day expecting people to crap all of you. But your expectation has nothing to do with what happens. If you expect the weather to be lousy on your vacation, and as it turns out, the weather IS lousy - then that's NOT YOUR DOING. What is your error, is planning on good weather and not making plans for rain. That's YOUR error. When I was starting out in visual communication (on my end, photography), I needed to make lots of money to fund my commercial photographic equipment purchases. LOTS of money. I decided to enter the wedding circuit and do it on a big scale. I would tell the bride to be that I only took weddings in which the group photos were taken care of BEFORE the ceremony. In other words, if they weren't okay seeing their spouse before the ceremony, they weren't going to have me as their photographer. Between the ceremony and reception, things are usually in a state of chaos. I just preferred to have the photos in the can (so-to-speak). I also told them that they MUST have a back-up INDOOR location to shoot photos - just in case there was inclement weather. Some of the brides would respond by saying, "We're thinking positive. We KNOW it's going to be a beautiful day. Think positive." My response: "See ya!" As the economy headed downwards, people started to realize that they needed more than happy thoughts. The folks who were the champions of JUST THINKING POSITIVE, are no longer paid the big fees to get up on the platform and tell you that "That's all you need to do!" Some PROBLEMS are only as big as you make them - and thus, could legitimately be called "challenges." But other PROBLEMS are real, and those problems often require solutions that are more than just changing one's attitude. A solution can have one step...or many steps. It all depends on the PROBLEM. REAL Expertise is subjective. An expert is only an expert if they have the solution to a problem. That's why we have "experts." Are there experts in climate change? How many experts...and how come all the experts don't agree? Are there marriage experts? How about auto experts? What about political experts? Hmm...Fox® has political experts who disagree with MSNBC's® political experts. How can that be? More often than not, "expertise" is created by the media and created by false authority. If I publish a book, that might give me more credibility - and thus, a greater chance that I will be perceived as an "expert." Does a book REALLY make me an "expert"? NO. The intelligent individual is someone who KNOWS where to seek the expertise that's best for his or her PROBLEMS (aka "challenges"...aka "opportunities in disguise"). More on "EXPERTISE" on Wednesday. Have A GREAT Day! ...Dr. Marc & The Practice Central Team Friday, March 5, 2010 Activity vs. PRODUCTIVITY FIRST...Registration is NOW OPEN for The HEADSPACE SEMINAR in Las Vegas at the fabulous Planet Hollywood. The event will take place on October 8-9, 2010 - and it's going to be wicked awesome (I'm from Boston). For more information, please go click on the link below: By Monday, March 9, 2010, there will additional information available regarding HEADSPACE when you click on the MORE INFO tab on the HEADSPACE SEMINAR registration page. I want to make sure you understand something: The HEADSPACE SEMINAR is for everyone. We will not be talking about chiropractic. There will be no mention of subluxation. Obviously, much of what I will say will apply to your practice, but not in a way that you've ever heard presented before. Remember, I spend a lot my speaking time backstage, waiting for other - more well known speakers to finish up their gigs so that I can go out and bless the audience with my presence. I've listened more than I have talked (hard to believe, I know). I have not heard but ONE guru out there (yes, even the big hitters) go down the direction in which we will travel in HEADSPACE. Yet, what's funny is that, when the seminar review forms come in, there are always LOTS of comments about "Marc taking me to a place that was uncomfortable, but needed, blah, blah, blah..." I AM NOT going to yell at you and make you cry, and I AM NOT going to tell your spouse that he/she should be doing a better job at grooming. Sure - I'd like to do that for you, but that's not what this is about. Since announcing this seminar, I've had two calls from WELL KNOWN Practice Management Consultants - asking if it would be okay to send some of their trainers. I actually didn't take the calls. Dr. Katy did. She's so awesome! Anyway, the "trainers" (as it turns out) are doctors who have been with these companies for a while, and are paid to assist the senior consultants in dealing with the day-to-day "issues" and "challenges" that surface in your lives, and in your practice. TRAINER: "Master Guru, Dr. Weak is on line 5 and he's got an issue with his wife. Apparently the wife has a degree in Interior Design and now thinks that she knows how to decorate a practice." MASTER GURU: "Well Dr. Neophyte, now's your big chance. Make me proud!" TRAINER: "But, but, but, but, but, but...." In both cases, both practice management consultants told me that they read my Viewpoints. Boy - they must have a lot of free time on their hands (LOL). Something else that's funny is that, a few gurus who read my Viewpoints (and have been reading them since 2003), are now getting a little more bold in terms of presenting MY content in their articles. SECOND....I think some of you should watch MILLIONAIRE MATCHMAKER. I have a very large master bedroom. And even with the pole in the corner, I still have room for my elliptical (which is VERY nice). I was on the elliptical the other evening and caught a show called MILLIONAIRE MATCHMAKER. The woman who runs this company (Patti Stanger) that finds "the perfect woman" for these millionaires, in my opinion, is awesome. She cuts right to the chase. No BS. The reason I stopped to watch the show is because, as I was flipping, it showed these two guys at a party with what looked like a couple dozen women. Hooray - it caught my interest. Throughout the show, like all shows nowadays, they cut to the principal characters and collect their thoughts on what's transpiring. What really made me smile was a point that was made. Actually, what made me smile was THE WAY the point was made. In short (paraphrasing of course), what was basically said is that WEAK MEN (like many of you) are looking for a mom. And when that's the case, the marriage will never be GREAT. Most of my friends are strong men who are married to equally strong, very secure women. Now I realize that many of you would like to think of yourselves as being STRONG, but sadly, you are wrong. You are WEAK - and your weakness IS a problem. No - I'm no marriage counselor (not even close...not even a little close). But a weak guy is easy to spot. They are often characterized as being "easy going" and "un-opinionated." They are like little dogs who do as they're told. Their spouses are also easy to spot. They appear as the overly-dominant figure in the relationship (aka "She wears the pants...and she wears them tight!"). I'm not here to judge you. I'm not. If this is what makes you happy, then so be it. But your situation is a limiting factor PLEASE - don't try to put "perfume on a pig" (the "pig" being the situation). Many women are looking for a son to dominate, and many men are looking for a mom. The guys that I know (but not friends with) who I characterize as being WEAK, are usually the guys who are always taking the back seat to OPTIMUM SUCCESS. In other words, they may become a trainer for a consultant, but they are never THE HEAD CONSULTANT. They may become a partner in a large chain of chiropractic clinics, but they are never the head-honcho. As many of you know, I am a clown. I have always been a clown. I consider myself to be very intelligent, but still - I don't actually take too many things in life that seriously. I don't worry about something that is out of my control...AND, I live and die by the sword. In other words, if something isn't going to work out in my favor, I don't PLAY. I can count the times on one hand that I have drifted off course. In fact, the most recent "course shift" was the PRESUASION CHIROPRACTIC SEMINAR that was supposed to take place next weekend. Those of you who realize that you are WEAK need to know how to deal with your circumstances. I'm not suggesting a divorce. ON THE OTHER HAND, I am suggesting that you take greater control of your life. If you don't, then no one will be able to help you. No one. If you know me very well, then YOU KNOW that I KNOW who the weak doctors are. Admitting that you're WEAK is a first step, but it's nothing that's worthy of congratulations. The next step is to get your ass to the HEADSPACE SEMINAR in Las Vegas. To those of you who are consultants and (without admitting it) read my Viewpoints, listen up: Right now, you have doctors who are failing under your guidance. Telling them to "See it, believe it, and do it," might sound good, and might get you a hug or three, but in reality, your clients are going to fail without my help. I am not a consultant. I don't want your clients as my clients. The doctors who are succeeding with my materials are not candidates for your systems, no different than the candidates for your system not being independent enough to grasp my information. It is what it is. Some docs just need that nipple, and thankfully, you are there to provide it. I don't want those docs. You can have them. But these docs are never going to succeed until they get their shit together. You know it. I know it. THEY know it. THEY just don't want to admit it...and neither do you. Activity vs. PRODUCTIVITY There IS a difference. Most of you out there in chiro-land (primarily those of you who have not attended my seminars) are what I would characterize as being "active" in terms of building your business. In other words, you want to be recognized for your activity, NOT your productivity. Here's what I mean: "Dr. Marc, boy did I have a great day last Tuesday. I went to a Chamber of Commerce meeting and met lots of business owners. We talked about health and they told me that they are going to send patients my way. How awesome is that? I know, I know - it's A-MA-ZING!" TRUTH POLICE: What you did was what I like to call "NOTHING". First of all, without any new patients coming from those folks, the end result was a lot of wasted oxygen AND a loss of time. Now I realize that some of you will say, "Swerdlick, you is wrong. Those 'meet and greet' functions are a great way to put a face to the name. I have gotten lots of new patients by going to 'meet and greets', blah, blah, blah...." Sure you have. I believe you. You know what...I don't what you consider to be a new patient, but in Dr. Marc's World, a new patient is someone who agrees to a TREATMENT PLAN (whether it's 1 week or 28 weeks). A new patient is not someone who paid $27.00 (or for that matter, ZERO) for a new patient exam. "Swerdlick, to succeed, we give away the exam, and thus - eliminate a barrier to care!" That's where you're WAY WRONG. WAY WRONG. WAY WRONG! To translate this concept from the language of the chiro to the language of business, your short term pleasure (aka Tiger Woods and his fun) creates a LONG-TERM, LARGER PROBLEM. Go ahead...shout back at me. The more you shout back at me, the dumber you look. I'm laughing at you. Still laughing. ...And laughing And still laughing. My apologies for getting off topic... Many of you engage in ACTIVITY. In other words, you choose to reward yourself for going through the motions INSTEAD OF actually doing something that is PRODUCTIVE (productive = $$$$). That does not mean that something productive has to have an immediate return. That's not correct, and that's not what I'm saying. For example, most of you would say that doing a screening of 100 prospective patients at a boat show is far more productive, than let's say, talking to 50 people during a presentation at a health-related event. And that's where you and I would disagree...and that is why the doctors you'll find at the boat show, will be the same doctors sweating it out with their chiro-wheels at a fair in July. If not them, then their "marketing team" (usually a couple of dingbats who claimed that they were good at sales, but can't make enough money selling some multi-level nutritional products). "Hi! Have you had your spine checked today?" "Hi...Can I ask you a question? When was the last time you had your spine checked?" ACTIVITY does not create a return. PRODUCTIVITY is what creates a return. Getting up, going to work, and sitting around in an office (wearing your tie, or your white lab coat) is the perfect definition of ACTIVITY. You come home at the end of your "long" day and congratulate yourself for doing time. It's like a parent who is with their kids, but not really WITH their kids. For example, there is the place near us where you can take your kids to play on the blow-up jumpy things (aka different versions of The Moon Walk). Most places that have these inflatables are only open for birthdays. But this one place is always open and is great on a cold day when you want your kids to get some exercise (which is BIG in our home). I am 44, yet I am the only day climbing up these inflatables and going down the slides. The other dads are just sitting around - talking to other dads. I am also in better shape than them. Thank you. Anyway, in my opinion, I am WITH my kids. I LOVE my kids. They are my life. But I also LOVE BEING with my little girls. They are a blast. That's the difference. I am WITH THEM, and the other dads are just there...with them. Most of you don't know HOW to be PRODUCTIVE. In the FRESH START SEMINAR, we will begin the day by making sure that you are no longer active. The name of the game will always be PRODUCTIVITY. The same emphasis (albeit, coming from a different perspective) will be presented at HEADSPACE in October. Have A GREAT Weekend! ...Dr. Marc & The Practice Central Team Wednesday, March 3, 2010 They Call Him Dr. Scholl's® FIRST...Registration is now open for The HEADSPACE SEMINAR in Las Vegas. The event will take place on October 8-9, 2010 at Planet Hollywood. For more information, please go click on the link below: This is going to be an awesome seminar. There is going to be a lot of what I call TRANSFORMATIONAL information. No - there won't be any sweat tents or any of that kind of crap. Instead, this seminar is going to assist you in eliminating your challenges. Here's the deal: If one of your challenges is your spouse, then your spouse should be at the seminar. You going home and saying, "But Dr. Marc said...," is going to be met with: 1). "That man is a beast!" If your spouse is not attending, then so be it. That's not an issue IF your spouse (or whoever serves as a roadblock in your life) is receptive to shifting directions. If you are a weak man (the type of guy who is often labeled as being "easy going," - only because your wife wears the pants AND a strap-on), then you are in desperate need of help. "Swerdlick, it works for me dude. I like being dominated like that." Oh - I see. DR. SCHOLL'S® You know what? You guys continue to crack me up. Chiropractic continues to amaze me with its "challenges." The profession is being led by folks who MAY be well-intentioned, but who have egos that stand in the way of progress. To make matters worse - and to keep them "fat and happy" doing what they're doing, you guys keep blowing roses in their face and...other places (yuck). Because they are the "decision-makers" in the profession, asking them how they're doing (with regard to their job performance) is like asking a CEO to do his/her own performance appraisal. Why even bother? Many of us had an excellent 2009, and are having an excellent 2010 - despite a down economy. On the other hand, there are many MORE of you who continue to struggle. Naturally, you won't admit while sober, but after a couple of drinks - the truth finally surfaces. Overall, chiropractic is not what I would consider as being "UP" during 2009. Additionally, more challenges continue to rear their ugly heads as we move into the final stages of the first quarter of 2010. "Swerdlick, you is sooooooooooo negative!" No. Negative = Being outside on a sunny day - with just one cloud passing I'm what's called a realistic optimist. I am excited about tomorrow, but I am also prepared for LIFE (or as prepared as I can be). As a realist, I take a proactive approach to life - both in my personal life and in business. Again, I am not perfect. The circumstances relating to the PRESUASION CHIROPRACTIC SEMINAR that was supposed to take place next weekend is a perfect example of TOO MUCH TRUST and TOO LITTLE REALITY. My fault. My bad. MY PROBLEM. MY POINT with regard to Dr. Scholl's®: Dr. Scholl's® (the folks who make the over-the-counter orthotics) have launched a new venture that is SURE to make a dent in the world of chiropractic revenue. Naturally, those of you who consider yourselves to be "experts" will tell me (as you attempt to do so many times over) that what I speak of this morning is inconsequential. YOU ARE WRONG. When an infomercial is released, telling us (the viewing audience) that "You no longer needed to waste TIME and MONEY going to your chiropractor, when all you need is this device that is endorsed by REAL DOCTORS." then - as a profession, chiropractic has a problem. Now I understand that most of you can't wrap your brains around this very simply concept. Knowing that, allow me to explain: When a prospective patient (anyone who is considering chiropractic for their neck/back or any other musculoskeletal condition) sees an opportunity to avoid pursuing certain avenues in life (i.e. giving in and going to a chiropractor), they will often seize that opportunity. This concept is not up for debate. It just IS. Got it? GOOD! "Swerdlick, them there folks weren't going to come to us anyway - SO THERE!" WRONG AGAIN. Not only do these commercials/devices disqualify prospective patients who were on the line (so-to-speak) with regard to chiropractic care, but more importantly - these commercials, infomercials, and devices DISCREDIT your offerings. "Waaaa...Waaaa...Waaaa...Swerdlick, you suck!" I may suck (your opinion of course), but that's only because Dr. Scholl's® is setting up kiosks ANYWHERE and EVERYWHERE. These kiosks feature devices that scan your feet (LOL) and then, based on that scan, recommend a Dr. Scholl's ORTHOTIC. Thus far, they are not widespread...but they will be, oh yes - THEY WILL BE! Take a look at what "the doctor" is doing: "Swerdlick, that company that donates all that money to chiropractic makes Well - I think you're an idiot. And so does everyone else who I think you should have attended my PRESUASION SEMINAR in November 2009. Let me ask you a question: Dr. Marc: "Who OWNS the word/term orthotics? DC: "Duh...Dr. BJ Palmer!" I knew you'd say that. Dr. Scholl's® owns the term. No, it's not because they are ONE of the biggest resellers of orthotics in the world. It's because of other factors. A few months back, most people would have associated Dr. Scholl's® with the phrase, "I'm gellin'....are you gellin'?" Not anymore. The new kiosks are going to do TWO things: 1). Dr. Scholl's is going to re-route prospective purchases from your practice. Like everything else in chiro-land, your inability to measure this loss of income will result in you simply looking away at reality. And if your kid came home with white stuff under their nostrils, you'd say, "Johnny, it looks like you have some baby powder on your face. Let me get that for you." 2). Dr. Scholl's will discredit YOU and will devalue your products (and service). "SWERD-LICK!!! People are smarter than that. They will know the difference!!! They will obviously see how a $300.00 pair of custom orthotics is far more superior to something that you can purchase at a store. Boy Swerdlick - you are duuuuumb!" Okay. If you say so. For many years, chiropractors have littered their offices with gait analysis instruments. Now before you start getting all excited, please understand that I am not suggesting that these instruments are not of value. What I AM suggesting is that - from a conceptual standpoint, the idea of scanning a patient's foot and/or analyzing their gait, was not looked at from the perspective of REAL MARKETERS. To put it another way, chiropractic did not do anything to make this type of analysis something that was "competition-proof." "Swerdlick - first of all, we're not the only ones doing these scans. Second of all, To make something RESISTANT to competition means that you must project your product using the skills of a marketer. It's just that simple. "Swerdlick, screw you! Results are the only thing that matter to people!" WRONG AGAIN! That's three times today dude! If my steak house has the best cuts of beef in town (by EVERY chefs standard), yet - the public lacks the understanding of THE VALUE of the best cuts of beef, or for that matter, even KNOWS that I have the best cuts of beef, then it probably won't be long before I shutter my restaurant. This kind of thing takes place every single day. You need to understand a few important details with regard to business: FIRST...there are infomercials at-home LASERS that anyone and everyone could use with the greatest of ease (and that actually do a great job). In response, you guys discounted that effort as being a non-factor. Why? Because most of you are horrible when it comes to business. It's just that simple. SECOND...there is an informercial for an at-home DECOMPRESSION unit (no, I'm not talking about inversion tables). Say what you want, but the infomercial is EVERYWHERE and will be very effective at making someone who was just about to get into their car and drop $6,000 in your lap, rethink their options. "Swerdlick, the problem with you is that you don't understand my POWAAAH!" And the problem with you is that you are not in control of certain factors that, right beneath your nose, are robbing you of income. That's a BIG problem. THIRD...One of the largest resellers of orthotics has now unveiled a foot scanner and a selection of "custom" orthotics (by their definition) - available for a fraction of what it would cost to have you do it (even if it is covered by insurance - LOL). While we cannot stop other folks from SEEING and TAKING ADVANTAGE OF opportunities, the fact of the matter is that there are some very easy steps that WE COULD HAVE TAKEN (as a profession) to make what many of you offer, more resistant to competition. The BLOCKAGE to these types of proactive steps is, of course...CHIROPRACTIC. Sadly, many of your leaders are the folks that create the barriers to your success. See you on Friday! Have A GREAT Day! ...Dr. Marc & The Practice Central Team
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