Seems everyone, including chiropractors, are wondering whether Tony Soprano got whacked or not. I guess it's a bit of an odd topic to chat about in an email really dedicated to chiropractic marketing; but, regardless, I'll tell you what I think in a second. It shouldn't surprise you that there's a fantastic chiropractic marketing lesson we can glean from the Soprano's final episode. After all, David Chase (mastermind behind the Soprano's) is a true marketing wizard. Let's look at what Mr. Chase did leading up to the finale to create such a loyal fan-base, and how you can apply the same principles in your practice to create a new patient frenzy (excited, new fans) and near-perfect patient retention (your own loyal fan- base). First, the writers behind the Soprano's always kept us wondering what was coming next: who was going to get "pinched", who was going to turn rat, who was going to defect to another family, what new filthy act Tony was going to commit, etc. And,. it's that "what's next" perspective that we all had that kept us coming back and tuning in week after week. So, how can you create that same type of loyal perspective in your practice, with your patients? Simple. ALWAYS keep things fresh, exciting, and new. In other words, don't ever bore your patients. They should always be thinking to themselves I can't wait to see what my doctor does next in the office. What's the next fun office event? What's the next exciting chiropractic marketing promotion? What's the next new and unique service? What's the next cool retail item? Remember, by nature, people want to know what's new, so be sure you can answer them in a way that keeps them coming back for more. SIDENOTE: This is why I highly recommend you regularly ask yourself the question, "What's Next?". It will keep you thinking ahead with your chiropractic marketing. Second, the writers routinely gave us a glimpse into the different characters lives, especially Tony Soprano's. The value of this: relationship-building. As I discuss in the Chiropractic Patient Retention Formula, which you can grab here - http://www.ChiropracticPatientRetentionFormula.com - patients will come to your office for the benefits they believe they can reap from your care, BUT they'll stay patients with you because of the relationship you create with them in your chiropractic marketing. And, one of the absolute best ways to do that is to slowly reveal bits and pieces of your personal life in your internal chiropractic marketing. Yes, I said "reveal your personal life". Remember, people want to know they are being treated by someone who is just like them - a regular person. By showing a picture here and there, in your chiropractic marketing, of your recent vacation or a family barbeque; or by talking about your daughter's recent kindergarten graduation or son's 50th soccer goal, you'll create a bond with your patients. And, that bond, along with new and exciting programs, packages, etc. in your office, will keep your patients coming back and "tuning in" to see what's next. Lastly, the Soprano's attracted so much attention because the writers created a show that was unique, different, and... even... remarkable. And, as Seth Godin talks about in his best-selling book, Purple Cow, the remarkable is what gets talked about and creates word of mouth marketing. The ordinary gets none of that. So, if you want to create a buzz about your office be remarkable; be worthy of of being talked about, especially with your chiropractic marketing. Be different. Be unique. Stand out. Don't allow your office to be viewed as a commodity - simply providing the same old chiropractic care every other doctor in your area is providing. Think about it... The television show graveyard is packed with me- too shows that weren't bold enough to stand out from the crowd of ordinary television programming, and because of that, nobody noticed them. Same fate for a lot of chiropractors. Anyway, even though (as a fan) I personally wasn't thrilled with the last episode of the Soprano's, as a chiropractic marketing educator I loved it. So, the big question on everyone's mind... What do I think happened to Tony at the end??? Did the guy who walked into the bathroom come out and whack em? Did the truck driver guy in the booth whack em? Did they all live happily ever after? What? Well, I'll tell you exactly what I think happened to Tony. I think he
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