Book Yourself Solid for Chiropractors
The Fastest, Easiest, Most Reliable System for Getting More Patients Than You Can Handle, Even If You Hate Marketing and Selling
1. Edition February 2024
320 Pages, Hardcover
Wiley & Sons Ltd
Further versions
Build your chiropractic practice with proven self-promotion strategies
Book Yourself Solid for Chiropractors is a game-changing guide to attracting patients to your practice and turning them into loyal patients, for a solid business foundation. This hyper-targeted, step-by-step advice will help you grow your practice beyond what you previously thought possible. You'll become inspired to put energy behind your self-promotion practices and you'll learn exactly what you need to do to make your marketing efforts more effective.
In any service business, it's essential to connect with the patients who are a perfect fit for you. For chiropractors, that means understanding what sets you apart from the competition, pricing your services appropriately, and communicating with prospective patients about how you can help them. This book helps you through all of it, with practical tips and strategic insights that will ensure you're never short on the patients you want.
Co-authored by Michael Port--New York Times and Wall Street Journal bestselling author and visionary behind the original Book Yourself Solid business techniques--and Christine Zapata, experienced chiropractor and coach, Book Yourself Solid for Chiropractors covers the issues unique to the chiropractic world. By attracting patients who are in alignment with your vision for your practice, you can create a successful business that also helps you achieve your long-term goals.
* Understand your unique value proposition and brand and learn how to talk about it
* Create a likeable social media presence and a website that brings people in the door
* Learn step-by-step strategies for networking, direct outreach, generating referrals, and more
* Discover how the principles of sales and pricing apply to building your chiropractic practice
Book Yourself Solid for Chiropractors is a handbook for self-promotion that delivers results. This book shows you how to promote more than just your skills by creating an image that your ideal patients will resonate with. Build your reputation and keep business coming in over the long term.
Foreword xiii
Preface xvii
Acknowledgments xxi
Module One Your Foundation 1
Chapter 1 The Red Velvet Rope Policy 3
Chapter 2 Why People Buy What You're Selling 15
Chapter 3 Develop a Personal Brand 30
Chapter 4 How to Talk About What You Do 45
Module Two Building Trust and Credibility 57
Chapter 5 Becoming a Likeable Expert in Your Field 59
Chapter 6 The Book Yourself Solid Sales Cycle Process 72
Chapter 7 The Book Yourself Solid Keep- in- Touch Strategy 92
Chapter 8 The Power of Information Products 104
Module Three Simple Selling and Perfect Pricing 121
Chapter 9 Perfect Pricing 123
Chapter 10 Super Simple Selling 137
Module Four The Book Yourself Solid Six Core Self-Promotion Strategies 147
Chapter 11 The Book Yourself Solid Networking Strategy 151
Chapter 12 The Book Yourself Solid Direct Outreach Strategy 172
Chapter 13 The Book Yourself Solid Referral Strategy 194
Chapter 14 The Book Yourself Solid Speaking Strategy 204
Chapter 15 The Book Yourself Solid Writing Strategy 229
Chapter 16 The Book Yourself Solid Web Strategy 247
Part 1: Designing Your Website 249
Part 2: Getting Visitors to Your Website 260
Part 3: Building Your Social Media Platform 271
Final Thoughts 281
References 285
Ready to Be Fully Booked? 287
About the Authors 289
Index 291
Jack M. Bourla, D.C., A.C.P. President, Sherman College of Chiropractic
"Book Yourself Solid for Chiropractors is an invaluable resource for chiropractors looking to elevate their practice to new heights. Dr. Christine Zapata demonstrates a deep understanding of the chiropractic field, and a keen insight into the nuances of effective marketing strategies as adapted from and in cooperation with Michael Port's original and timeless text. From the beginning, this book grips you with its logical and reasonable advice, delivered in a clear and engaging manner. This is more than a book; it's like having a personal mentor guiding you through the frustrating world of chiropractic marketing. Dr. Zapata highlights the importance of building relationship capital with your ideal clients and creating a long-lasting reliable network rather than resorting to popular quick fixes. This commitment to practical marketing resonates with me, as it aligns perfectly with the principles of chiropractic care."
Dr. Travis M. Corcoran, Bestselling author of Restoring Reason
"Great content and very actionable guidance on building a solid practice and business. So often people miss the foundation of successful business systems or don't have the success to guide others. This book should be a starting point for anyone in practice to achieve long-term, solid results!"
Amy Spoelstra, DC Founder - FOCUS Academy and Brain-Blossom Program
"For those of integrity who wish to ethically grow and succeed in practice, Book Yourself Solid for Chiropractors is a must read. Written concisely with a focus on actions and real-life ideas which work, the reader is presented with a blueprint for success."
Ross McDonald, DC President, The Scottish Chiropractic Association Principal, The Scotland College of Chiropractic Chair, The Scotland College of Chiropractic Charitable Trust (SC046041)
"Michael Port and Dr. Christine Zapata's insightful strategies and actionable tips have revolutionized the way I approach my practice. If you have ever set foot in one of our two offices at The Specific Chiropractic Centers in Arkansas, then you know that our doctors truly have joy everyday in taking care of our people. This book is like a trusted colleague guiding you step by step to attract the right clients, boost your credibility, and create a thriving chiropractic business."
Grant Dennis, DC President, International Federation of Chiropractors and Organizations
CHRISTINE ZAPATA has twenty years' experience in the chiropractic industry. She is an expert in attracting and retaining clients, growing a team, and creating a thriving chiropractic practice.
