Practice Growth Playbook Issue #36

ISSUE #36 

PRACTICE GROWTH PLAYBOOK 

The Home Of Big Clinic Ideas And New Patient Influx 

How Michael Flatley Tap 

Danced His Way Through 

The Glass Ceiling Of “Good”! 

…..and how avoiding risk and 

anxiety will keep you broke! 

The man behind Lord of the Dance can boast 

that his shows have been played to over 60 

million people in over 60 countries and have 

amassed over $1 billion. Michael Flatley 

is said to be worth around $300 million collectively 

from his lifetime career as a dancer, choreographer and 

musician. 

What most people don’t know is the interesting and 

incredibly “ballsy” story behind what led him to his 

exit with Riverdance and the founding of Lord of the 

Dance. 

It’s said that in 1995 the popular Irish dance-based 

show was paying Flatley a whopping £50k A WEEK 

for his performances. That’s about £83k in 2021 with 

the help of an inflation calculator! 

In 1994, Riverdance took the UK by storm, 

birthed from a special mix of a 7-minute Eurovision 

performance into a full-length show. The following 

year the show opened in London with its leading man 

Flatley spearheading the opening performance, but 

within days it was revealed that he was leaving the show. 

It was widely reported that Flatley was fired but show 

producer John McColgan later revealed that it wasn’t 

true. “He had got it into his head that he wanted to 

run the show and presented us with a huge list of 40 

demands, he wanted a bigger car, to select the cast 

and choose his leading lady. If we had succumbed, he 

would have run our show and turned it into Lord of the 

Dance.” 

What surfaced is that Flatley wanted equity in 

Riverdance. He wanted not only his name in the lights… 

BUT ALSO SOME STAKE IN THE GAME. 

Flatley didn’t think he was being given full credit for all 

his work in taking the 7-minute performance into the 

hottest show on the planet! 

After his exit, Flatley went to work on developing 

his own show. Having provided the choreography for 

Riverdance, he was in a great position to bring his stage 

dreams to life and did just that with Lord of the Dance. 

It’s set records all around the globe, from setting a 

21-consecutive show run at Wembley Arena in 1998 to 

selling 12 million DVD copies. Showing just what you 

can do when you don’t let anxiety and fear of taking 

risks straggle your ambitions. 

It’s a weird and contrarian thing seeking out 

www.dcpracticegrowth.com Price: $99

2 Practice Growth Playbook 

“discomfort”. Huge levels of awareness are needed to see the vision 

of success. It involves heaps of belief in yourself and betting on 

your own skills. 

In the brilliant book You2 by Dr Price Pritchett, he explains 

how one might achieve what he calls a “quantum leap”. In the steps 

described two key points really stood out. 

• Quantum leaps require “risk” and “anxiety” 

• 

• Do not however confuse “risk” and “anxiety” with 

more “effort” 

In fact, he explains that a “huge leap forward” can often be 

“effortless” and almost always looking back in hindsight described 

as the most obvious next step but crucially…… THEY ALWAYS 

HAVE RISK AND ANXIETY ASSOCIATED WITH 

THEM AT THE POINT OF DECISION! 

It’s terribly cliched but GOOD is the ENEMY of great! 

I always hear in Chiropractic that practice owners are just doing 

‘okay’ or ‘good’. Michael Flatley was doing good in Riverdance, 

but he took a massive risk and became an even bigger star… and 

much richer from his decision. 

Said differently, the fact that you may be making “decent money” 

right now or in fact have already achieved or surpassed that which 

you had originally set out to achieve when you imagined your life 

as a student, is in of itself the very reason that so many never really 

go on to achieve great things, serve massively, provide massively 

and or life EXTRAORDINARY LIVES. 

In short …. Perhaps you’re reading this because you needed to 

hear this question… 

Chances are that you’ve got comfortable. A “good life” …. But I believe that a 

great life is what our maker had planned for all of us. The late Buckminster Fuller 

used to say that God/the universe would not give us a lick of the ice cream if he 

did not intend for us to have the whole thing. 

Heck, there is a MASSIVE ice cream Sunday waiting for ya….. or are you going 

to settle for the vanilla single scoop? 

The big prize is more than likely just the other side of a calculated “risk” or 

seemingly scary or anxious “action”. 

Dr Pritchett explains that your Quantum Leap is often something you have 

already thought about doing…… and it’s something that you’re consciously 

stopping yourself from doing. 

Last point… if you want GREATNESS then you need to be asking yourself 

some hard questions. 

What do you need to allow to happen to stop you from talking yourself out of 

your big risk? 

My guess is that it’s something quite manageable. It could be hiring more 

people into your team, getting another site, spending more on marketing, 

stepping out in public and teaching. 

It’s probably going to make you feel scared, but that’s when you know it’s a risk. 

And then… BINGO that’s it. You’ve found the thing you’re supposed to be doing. 

Take one second and think about the risk and fear Flatley had to overcome 

when he left Riverdance before he decided to GO FOR GREATNESS. 

Now it’s your turn! 

Love and light, 

WHEN WAS THE LAST TIME YOU TOOK A BIG 

RISK? 

Or 

WHEN WAS THE LAST TIME YOU TRIED TO 

PURSUE SOMETHING THAT MADE YOU FEEL 

ANXIOUS? 

Issue #36


CONTENTS ISSUE 

#36 

1 

5 

10 

14 

16 

18 

20 

How Michael Flatley broke the glass 

ceiling of ‘good’ 

How Kris Harm exploded his practice 

earning nearly 90k a quarter and 

started his own chiropractic student 

group 

12 surprising stats and top tips about 

telephone follow up to help increase 

your conversions 

Your guide to opt-in email marketing 

How Jon Clarke made 15k in one 

morning through price rises 

How to take your Facebook lives to 

the next level 

The Golden Ads Facebook strategy 

5 

16 

22 

24 

Wendy Letton - From patient to Head 

CA: Helping to attract 100 MORE VISITS 

per week 

What’s the HOT 28 

Marketing Strategy & how can it help 

your practice? 

26 

28 

Confidence in Sales 

Blair Singer on Why You Crash After A 

Big Win & How To Keep That Winning 

Energy 

Scan Here To Take You To 

Our All New Membership 

Site With Digital Versions 

Of Everything! 


4 

Practice Growth Playbook 

Save The Date 

Conversion Alchemy 

Weekly Course - Tuesday June 15th to Tuesday July 20th (8PM UK / 2PM CDT) 

Inner Circle Q&A’s 

Start Time 8PM UK / 2PM CDT 

Wednesday 14th & 28th July 

Tech Thursday 

Thursday 8th July - 12:30PM UK / 6:30AM CDT 

Thursday 22nd July - 2:00PM UK / 8AM CDT 

Call The Team Day 

Start Time 1PM UK / 7AM CDT 

Wednesday 14th & 28th July 

CA Training Call 

Friday 30th July - 12:30PM UK / 6:30AM CDT 



How Kris Harm exploded his 

practice earning nearly 90k a 

quarter and started his own 

chiropractic student group 

Q&A With Kris Harm By Dan K 

Certain Inner Circle members need no 

introduction at all, especially when they often 

recommended potential members into the 

group, but very few have been here as long as 

Kris Harm who joined way back in August 2018. In light 

of his impressive recent wins and remarkable student 

revelation, we thought it best to catch up with Kris. 

Hey Kris, so for those few who don’t know you can 

you tell us a bit about yourself and your practice? 

Hey, of course! So, I’ve been in chiropractic for 24 years, 

believe it or not, which is kind of insane. I’ve been with 

you guys now for nearly three years and I’ve grown so 

much in that time, both as a person and as a leader. There 

are times where you just have to step up and last year with 

COVID was one of those times for us in our practice. In 

2019 I got rid of all my associates, so it was just me and my 

two CAs for a time but then I found another associate who 

I had on my radar for a while. And now she’s my number 

one associate. 2020, and lockdown hit; we were closed 

for six weeks and reopened with just me and her, no CAs. 

We did 105 visits in that first week and since then it’s just 

been going up and up. We’ve been hiring quite a bit as well. 

Sadly, we’ve just lost an associate, but we’ve been a team 

of five chiropractors, with the dream plan being to have 

five associates plus me. There’s also a rehab guy who does 

massage acupuncture and exercise and there’s a plan to 

add another person to that because he’s flat out constantly, 

which is a nice problem to have. So, all in all, things have 

been going really well. 

were just going higher and higher and higher. We 

were then looking for four more chiropractors to 

come join us because we couldn’t handle all the 

pressure with just the two of us. I always have ads 

out for associates, as most practice owners do, but 

you don’t really get that many coming through. 

Yet, we found them, and they did so well. In 

the final quarter of 2020, we did £85,000 in 

revenue which is nearly double the year 

before. And that’s in a COVID year. 

Somehow, I think we’ve benefited from the 

situation, people have had time to sit and think 

about their health, what they want to do with 

So, we last spoke to you in August 2020, what’s 

happened between then and now? 

As I said, things were going up and up. The numbers 



their lives and to go out and seek help. 

I also remember Ryan saying that after 

Christmas things are going to slow down, 

but nope. We did 89,000 in the first quarter 

of 2021. It’s a bit of an annoying figure 

because the big push now is to get over 

90,000 in the next quarterly. 

Explain to us what’s going on with 

these chiropractic students you’ve got 

involved with? 

Issue #36 

‘No one seems to be doing this 

with the students and I wanted to 

create this environment for them’ 

It’s crazy, I’ve 

never really 

had anyone 

go through 

chiropractic 

school before who’s connected to me. Two 

of the students who started in 2020 were 

actually clients of mine and I thought 

that it was a pretty cool thing. They’d both 

been clients for just over a year and a half 

and were super interested in becoming 

chiropractors. And then we got a few more 

people contacting us who were going to 

start training. One of them was a friend of mine who turned 

into a client beforehand. He’s always been really sporty and 

now he’s super interested in chiropractic. We also had three 

more start in 2021, taking the student group to five. 

Even one of our CA team members is doing it now too. I 

created a WhatsApp group with them all and I do a Q&A 

for them once a month with my leadership team to answer 

their burning questions. I just wish someone had been 

there for me when I was in their shoes, no one seems to 

be doing this with the students and I wanted to create this 

environment for them. They’re 

all excited and have been 

coming in to shadow us in the 

practice. My hope is that a few 

of them will come to work for 

us after graduating, but it’s just 

been super humbling to have 

five students who want my help. 

Do you think taking on this responsibility with the 

students has turned you into a better leader? 

Totally it has. I’ve always been surrounded by people telling 

me I should do public speaking, standing up in front of


people and teaching. I never saw myself as that 

person until Ryan shook something inside of me 

that I didn’t know was there. It’s made me more 

confident, and I suppose that helped me get 

through that tough and uncertain 2020 really. I 

think it changed when I did the Talks Bootcamp. 

I was a bit nervous, but I think it went really 

well and while I might not put on any lectures, I 

think doing in-house talks is very doable for me, 

whereas before that always super daunting. 

Back when you did NPA did you see a big 

change in yourself? 

NPA is designed to overwhelm, to really shock 

you to the core by showing you all the things you 

just aren’t doing. It took me a while to get my 

head around things, I was struggling with my old 

team and it was some time before I could get rid 

of them because they didn’t want change and I 

was really set on it. I literally got my money back 

during the time the NPA course was still going 

on. And I was probably the lazy student to start 

off with, I did a few bits that I thought looked 

fun and they worked. 

You started using our Done for You 

marketing service last summer, how has that 

been going? 

Yeah, I started last July with Dan on that. I 

thought about it in 2019 when it was launched 

but I’d just hired a CA who was going to do some 

of the marketing, and I thought that I couldn’t 

justify the spend. Then with lockdown, I realised 

I was going to have to do all this marketing 

myself, and it was a lot of hard work. So, when 

we came out of lockdown, I decided enough is 

enough and spoke to Dan about getting you guys 

to do it. Best decision ever! 

I just had a call with Kieran before speaking 

with you and he was like ‘Here are your figures, 

this is your spend’ I told him what I wanted 

going forward and he sets it all up. It’s literally 

done for you. Even if I get a marketing person 

on board, I’m still going to be using Done for 




special. I’ve had a few marketing 

companies try to do this for me, 

but they never really gave much 

back. To be fair, we probably 

weren’t great on our end for those 

either, but now with Done for You 

we’re even having to turn off our 

ads because we have too many 

leads. When Ryan said three years 

ago that you’ll end up turning 

them on and off like a tap I didn’t 

believe him. Now I know that he’s 

telling the truth. 

What advice do you have for 

someone unsure of joining 

Ryan’s Inner Circle? 

You, there are other things a marketing hire can 

do. I’m not getting rid of this service, it’s way too 

valuable. 

Why do you think Done for You works so 

well for your practice? 

Well, it’s done by professionals. It’s like why 

try to reinvent the wheel when you don’t have 

to, right? It’s a very well-priced service and the 

fact that it’s tailored to chiropractic makes it so 

What I always hear from chiros 

is that ‘I’m doing okay’ and that’s 

exactly what I thought when I 

started. I was doing alright. You 

have no idea how much better you 

could be doing. I said to myself 

when I joined the Inner Circle that 

I was just going to give it a go for 

a couple of months. Well, that was three years ago. 

Just do it! Even if you think that you don’t need a 

coach, just try it. Honestly, you won’t regret it and 

once you’re in and see all the benefits and get a few 

easy wins under your belt you’ll be here to stay. 

Dan K 

Which Of Ryan’s Teaching Have Stuck With You The Most? 

“Better done than perfect” 

“Don’t stop what is working, be consistent” 

“What is measured improves exponetially” 





12 surprising stats and top tips 

about telephone follow up to help 

increase your conversions 

By Daniel Harris, Marketing Manager 

Responding to your leads quickly and effectively is essential 

to improving your conversions. By improving your 

front-end conversions, you will not only increase your 

number of new patients but also take some of the pressure 

of your front-end lead generation, giving you the confidence 

and ability to spend more on your advertising. ‘’The business that is 

willing and able to spend the most to acquire a new patient wins’’ so 

increasing your lead conversion will go a long way to growing your 

clinic and to dominating your competition. 

It’s easy to slip into the mindset that your competitors are great at 

following up with their leads, however, this is not the case. A study 

from the Harvard Business Review showed that only 37% of business 

respond to their leads within 1 hour. 

In Chiropractic, this stat will 

be much lower, with very few 

Chiropractors understanding 

the importance of lead generation 

and quick response times. 

To achieve fast lead follow-ups 

requires either a team or the 

ability to outsource, both of 

which are difficult, hence why 

95% of Chiropractors never 

reach this stage. 

This shows that 63% of the 

businesses surveyed are taking 

too long to respond to their 

leads. As you’ll see in the rest of this article, even waiting an hour can 

have huge negative consequences. 

The average business is incredibly slow when it comes to lead 

response times, this means there is a huge opportunity for business 

that can increase their speed. 

I know 5 minutes may sound crazy, but by utilising your CRM system 

and Zapier, it is more than attainable. Speed-to-call is the single largest 

contributing factor to increasing your lead conversion and making contact 

within 5 minutes is regarded as the ‘golden window’ of opportunity. 

2. Calling within the golden window is 21x more effective 

than calling after 30 minutes 

This stat might be hard to believe, but the numbers don’t lie. Prioritising 

calling your leads within 5 minutes is a must if you want to convert. Some 

of your leads will come in outside of office hours where you will not be 

able to contact them immediately. In these instances, make sure you have 

a CRM system in place to send an automated email straight away, reassuring 

your lead that you will be in contact as soon as possible. 

Ninja Move: Try and extend your phone operation hours as 

much as possible. At Halsa, we have someone operating the 

phones from 8am – 8pm during the week to ensure we are contacting 

as many leads as possible, as quickly as possible. 

3. After 5 minutes, the odds of converting a lead drop 

by 80% 

Just to hit home the importance of contacting your leads 

within 5 minutes, here is one more terrifying statistic. Data from 

Vendasta shows that by narrowly missing the ‘Golden 5-minute 

Window’ your chances of qualifying and converting your lead 

drop by a huge 80%. 

This data covers a wide range of industries, in some this stat will be 

higher in some this stat will be lower. In Chiropractic, competition is only 

growing, so nailing your lead follow up time before your competition is 

paramount to having a successful clinic. Contacting leads instantly will 

Competition has never been higher, and people’s attention has become 

a steadily more valuable commodity. So, if you want to acquire 

new customers consistently you have to act quickly and improve 

your lead response time. With the systems and technology available 

to us, there is no excuse not to be great at follow up. 

Here are my 12 key stats and quick tips about response time 

and how you can improve your conversions over the phone: 

1. You must reply to your leads within 5 minutes (The 

sooner the better) 



give you the greatest chance, but at the very least, don’t wait 

longer than 5 minutes! 

4. 64% of all leads will pick the business that 

responds first. 

If someone shows interest in your product (Becomes a 

lead), the likelihood is, they have also shown an interest in 

your competitors. One of the dangers of a slow response 

time is that your competitors may get to your lead before you 

do. 

‘’If you’re not first, you’re last’’ – This saying definitely rings 

true here as 64% of leads will buy from the first business that 

responds. In the modern market we operate in, consumers 

attention spans are short, and they have little patience. Therefore, 

they expect instant service and often the business that 

can supply this will win. 

30% of the leads you do not respond quickly to will choose 

one of your competitors. 

5. The Average response time on digital leads is 

17 hours 

Believe it or not, even with all the data available, the average 

response time on digital leads (Website, Facebook etc.) is 

a huge 17 hours! 

Just to put that into context, within 17 hours you can watch 

the entire Lord of the Rings trilogy and still have time to 

walk a marathon! Or fit in a night’s sleep, a full workday and 

one episode of Line of Duty. 

If I am your lead, at that point you have likely lost me. I 

have had plenty of time to research/be contacted by your 

competition. I have had time to talk to friends or family 

about my decision. I have had time to think about my decision 

and let buyer’s remorse set in. I have likely consumed 

hundreds of other pieces of content and have probably long 

forgotten the reason why I opted in or the great Facebook 

advert that originally got me interested. My interest in your 

product has dramatically decreased. 

Analise your lead follow-up time and if you are one of 

those businesses averaging around the 17-hour mark, then 

you need to look at your systems and dramatically improve 

your lead follow-up time. 

6. Many businesses don’t make contact with the 

majority of their leads 

Due to messy systems, broken forms and slow follow up 

times, many businesses don’t end up ever contacting a lot 

of their leads. Some studies suggest that up to 73% of leads 

are never contacted. The truth is if you are not contacting 

100% of your leads you are doing something wrong and are 

burning through new patients. 

Sometimes this is due to negligence. However, sometimes it is unintentional 

and comes down to the business not being alerted properly 

when a lead comes in. Make it a habit to test all your lead sources 

(Facebook ads, web forms, Zapier links etc) every month to check they 

are working and that the leads are coming through to the business 

correctly. 

7. Less than a quarter of businesses call their web leads 

A quite frankly unbelievable stat, less than 25% of businesses give 

their website leads a call. We know categorically, the best way to convert 

a lead is through a phone call. In our industry, we look after our 

clients most valuable asset, their health! Therefore, over the phone or 

face to face conversations are a must and are the best way for the client 

to ask us questions and for us to build rapport and trust. 

Although communicating through email or text is better than noth- 



ing. Nothing beats a phone call and email should be used to support 

phone calls, not instead of phone calls. 

8. 24% of customers say that initial contact is critical 

24% of customers think the first contact is the most important 

brand interaction. You only get one chance to make a first impression, 

so make it count! 

If someone requests a call or signs up for your offer and you never 

follow up (or follow up after a long time), that does not make a good 

first impression. A prompt, professional follow up will set the standard 

going forward and make your business come across as quality, 

organised and efficient. 

9. Successful lead follow-up calls are long 

Successful ‘sales’ calls are almost twice as long as unsuccessful 

calls, clocking in at 5:50 and 3:14 minutes respectively. This gives 

you enough time to properly position and sell your product, whilst 

building rapport and allowing your potential client to talk through 

their problems and ask any questions they may have. 

The longer you have someone on the phone and the more contact 

time you have, the more likely they are to make a purchase. 

Don’t be afraid to take the lead on the call. Although you should 

try and get the client to talk as much as possible, many leads start 

slow and need some encouragement to grow into the conversation. 

Successful calls are about educating your prospects and successful 

salespeople spend 54% of the call talking while unsuccessful salespeople 

spend only 42% of the call talking. 

10. Don’t look for a reason to end the call 

One of the main problems Chiropractors face is getting the right 

person on the phones. Many traditional CA’s do not enjoy and are 

not comfortable with following up calls (selling). This causes quick 

calls where the CA is looking for every opportunity to get out of the 

call as soon as possible. 

One phrase that kills sales is ‘’Did I catch you at a bad time’’. When 

this phrase is used it makes you 40% less likely to convert. It’s difficult 

to get in contact with people, so when you have their attention, 

capitalise on it, don’t look for a way out. 

11. Show empathy 

Ryan is the master at selling and converting new patients. So, for 

much more in-depth information on everything sales, make sure to 

check out ‘’Sales & Conversions Alchemy’’, Ryan’s brilliant 5-week 

course that guarantees better conversions and retention. 

One of the themes mentioned in this course is empathy. This is a 

very in-depth technique, but by simply starting the conversation 

with ‘’How are you?’’ you can increase your success rate by up to 

3.4X. Using the phrase ‘’How have you been’’ in a follow-up call can 

increase your success rate by 6.6x. 

These small changes immediately show that you care for the 

person you are speaking to. This instantly shows empathy and builds 

rapport/trust. 

12. Communicate your intentions clearly 

If you are marketing effectively, you will have many lead sources. When 

you contact a lead, it is important that you clearly communicate the 

reason for the call to alleviate confusion. People receive many phone calls 

from friends, family, doctors, dentists, government and salespeople, so 

it is important to establish who you are and why they are getting the call 

quickly, so they do not lose interest or assume the call isn’t important. 

This will help establish trust and will jog the memory of the client. Some 

people will make many purchases and opt-ins in a day. This makes them 

prone to forgetfulness or confusion over what they have signed up for. 

Establishing why they are receiving the call and reminding them of the 

action they took to qualify for the call is essential. 

Using the phrase ‘’the reason we are calling you is…’’ will increase your 

success rate by 2.1x. Using the pronoun ‘’We’’ instead of ‘’I’’ will also improve 

your success rate by up to 35% 

Summary 

So here is the bottom line. All these metrics and statistics point to two 

major factors. One being speed. You must be getting in contact with your 

leads as soon as possible. This is the number one factor that will increase 

your lead conversion. The second major factor is making the most of the 

calls you get on. ‘People attention’ is a valuable thing, so when you get 

it, don’t blow it. By implementing a few small sales techniques, you will 

massively increase your success rate on the phones. 

Statistics are one thing, but I want to end on some common-sense 

reasons that explain why speed to call makes such a 

huge difference: 

Presence – 98% of your Facebook leads will come from using a mobile 

device. Therefore, the prospect is likely already at their phone/computer 

when they opt-in. So, they likely have time and are on or close to the 

device the phone call will come in on. 

Engagement – The prospect is thinking about their need and ready to 

mentally engage with you (or purchase) when they hit submit. The longer 

you leave it, the more they disengage. 

Rapport – Fast responses build confidence and rapport starting things 

off on the right foot. 

First Movers Advantage – First to contact, first to frame the conversations 

and get a shot at closing. If you are not first, your last and will likely 

lose your lead. 

If you are an Inner Circle member and have any questions regarding 

what I have touched on within this article, please feel free to email me at 

daniel@dcpracticegrowth.com. If you have great follow-up but need 

more leads, I also manage the ‘Done For You’ service, a digital marketing 

service where we take care of all your Facebook, Instagram and 

google advertising to bring more new clients into your practice. If you are 

interested in finding out more about how we can help you, just drop me 

an email and I will be happy to help! 

Daniel H. 


WOULD 13 YOU LIKE US TO DO YOUR Practice Growth Playbook, 

AND 

ADVERTS FOR YOU? 

F A C E B O O K A D ' S 

G O O G L E A D ' S 

E V E N T S 

CONTACT DAN TO SEE HOW WE CAN HELP 


DANIEL@DCPRACTICEGROWTH.COM


Your guide to opt-in 

email marketing 

By Lucie Beales, CRM Manager 

This guide is going to go into detail about the 

importance of permission marketing and 

technical aspects for increasing your email optin 

rate. 

The term “opt-in” also known as permission-based 

marketing, gets thrown around a lot. But many 

businesses don’t understand exactly what it means or the 

best way to utilise it and manage their email marketing 

permission. 

So, what is it? 

Simply put, it means getting permission before adding 

contacts to an email list. 

It’s a simple concept, but it has HUGE consequences for 

your business if it goes wrong. 

It is always better to 

ask for permission 

email beforehand than 

to ask for forgiveness 

for spamming later. The 

cost of spending just 

one unsolicited email (or spam) far 

outweighs any potential benefit you 

could gain from it. 

Not only does sending out 

unsolicited emails affect your 

reputation as an email sender, but it 

can also have rather big fines. Anytime 

you send an email to someone without their permission, 

you are sending spam. End of. Yes, even if it is to 

someone on your list that you have emailed before. 

If they haven’t requested to receive the specific 

information you are sending them in the email, then it is 

considered spam. 

to 

To avoid becoming an accidental spammer, never email 

someone you don’t have permission to contact. 

The best practice for capturing permission is through 

a double opt-in email process (Keap/Infusionsoft users 

have this functionality in a campaign builder called ‘Email 

confirmation’). 

What is double opt-in email marketing? 

It’s where you ask the subscriber to confirm their 

subscription after they’ve provided their email address. 

The first opt-in happens when a contact gives you their 

email address in a web form or over the phone. The second 

opt-in occurs when they have physically clicked on a 

permission button from a confirmation email sent by your 

CRM software. 

Almost every email 

marketing software 

(including Keap) 

enables you to 

easily set up double 

opt-ins so they happen 

automatically. Getting a 

double opt-in confirmation 

allows you to be sure that your 

contact actually wants to hear from you and 

it significantly reduces your potential for spam 

complaints. 

Don’t just gain permission, maintain it. 

As soon as a person gives you permission to 

communicate with them, the countdown is on. If you don’t 

communicate with them as soon as possible, you run the 

risk of the permission you collected expiring. 

If this permission dwindles and you send an email, it may 

be considered spam by the recipient and end up in you 



‘Double opt-in email marketing is the ONLY 

way to guarantee permission’ 

receiving spam complaints. 

TIP: Set up an automated sequence using Zapier 

or webforms, as soon as you receive someone’s email 

address, it immediately sends them an email thanking 

them and letting them know when they can expect the 

confirmation email. 

If it has been more than six months since the last 

time you emailed one of your leads, you should work 

on gaining their permission again. You can do this by 

simply sending them another opt-in email making 

sure they still want to hear from you. That way, you 

can get them to opt-in again or clean them off your 

list if they opt-out. 

The bottom line… 

Permission-based email marketing can work 

wonders for businesses. 

Lucie 

Here are some easy things you can do to increase your 

email opt-in rate... 

Decided what to offer: Make an offer they can’t ignore 

• When a user is visiting your website for the first time, 

it’s expected that they don’t know anything about your 

business. Therefore, to attract a visitor to become your 

subscriber or lead, you have to entice them with an offer 

they can’t ignore (such as 50% off). 

Garnish your offer: Make your freebie look invaluable 

• Write powerful and effective subject lines and copy that 

will captivate the users at the first glance. 

• All copy must encourage the visitor to get the offer by 

signing up to your emails or service. 

Earn trust: Separate yourself from others 

• Show yourself as an expert in chiropractic. Consider 

putting images on the website or opt-in form so you can 

establish a level of trust. 

Show some exclusivity: Offer something special for 

everyone 

• Everyone likes to feel special. Make the visitor think that 

you are offering them something exclusive by randomly 

offering different freebies. 



How Jon Clarke made 

15k in one morning 

through price rises 

By Dan K, Journalist 

All Hail the Thunderous Thor, son of Odin and 

Avenger… or should we say Jonathan Clarke? 

Yes, yes our costume winner of the recent Marvel 

Mastermind sat down with us to discuss one of his 

biggest strengths and wins since joining DCPG. And (brace 

yourself folks) it’s one of the fearsome Chiropractic procedures 

that give practice owners the stress and anxiety of a superhero 

awaiting to face Thanos. Yep, you guessed it. It’s price increases. 

Jonathan, who started as a CA before training to be a chiropractor 

(whilst working at Dave & Buster’s 

where his drink concoction passion was 

born) was drawn into chiropractic as a kid 

when he broke his neck in two places and 

blew a disc in his lower back playing rugby. 

He had considerable pain in both of his 

legs, regular daily migraines and painful paralysis. 

His medication wasn’t helping and it 

was only when someone suggested going to 

the chiropractor that things improved. “At 

first I thought chiropractors dealt with sore 

feet. They helped me tremendously. When 

patients are sitting there going ‘It’ll hurt so 

much’ I’m always joking ‘you don’t know 

what pain is, but I’ll tell you.” 

Having graduated from the ACC in 2005, Jonathan worked 

for a few years as an associate in Plymouth before opening 

his practice in his hometown in Cornwall in 2008, and since 

opening his doors it’s certainly been a family-run affair. “I run 

it with my mum, she’s my practice manager and has been all 

the way through. She’s incredible, doesn’t take any slack from 

me and keeps me on the right path. You can’t argue with your 

mum. I feel like we’re a very family-orientated practice and we 

give off that energy to the patients. We see all generations of 

family, it’s very comfortable for members to start bringing their 

loved ones. Whole families often come as groups; we have four 

benches in the room, so we are fully equipped to accommodate 

that.” 

Jonathan is relatively new to the Inner Circle, having joined 

earlier in 2021, and admits that the decision was really an impulsive 

one. “I’m a massive impulse buyer, I recently just bought 

a car that I really didn’t need but I wanted that improvement. 

It’s the same really with the Inner Circle, we were doing quite 

well as a practice, but I signed up to one of Ryan’s calls on the 

weekend before a new course and thought ‘well no harm, no 

foul’ but now I realise so much of that success was really sloppy 

success, there was no real focus to it, plus I had several friends 

who were already members, people I really trust to know what’s 

what.” 

The Cornwall-based chiropractor did more than just give Inner 

Circle a go, he joined and thrived. There’s hardly an opportunity 

that Jonathan doesn’t miss. From Ryan’s Q&A sessions on a 

Wednesday to our Call the Team days, he’s a practice owner eager 

to learn 

and use the 

resources of 

Ryan’s team. 

“It actually 

wasn’t 

really Ryan 

that really 

impressed 

me when 

I joined. 

Something 

was going 

on with him 

at the time and immediately I saw how his team jumped into 

action, there were events put on without him, heaps of information 

and unwavering opportunity of support. I really got a good 

look at the people that Ryan hired. Nothing ground to a halt. I 

was thoroughly impressed and knew then that with Ryan in the 

mix things were going to be spectacular. If you’re stuck, I really 

implore you to reach out to the whole team, take the expertise 

that they have on offer.” 

One thing that Jonathan really got stuck in with is price increases, 

and whilst he acknowledges that it can be a scary subject, 

it really shouldn’t be. “Don’t be scared to shake things up 

in the right way. So much of it is about confidence and handling 

difficult situations with care. There are a hundred ways not to 

alienate anyone if you put some care and thought into it.” 

Even before joining the Inner Circle, Jonathan wanted to bring 

in a set of price rises but was put off his plan by the never-ending 

issues of COVID-19. The idea was to raise all the clinic 

rates by a few pounds, and he even went as far as to alert the 

members of the changes before deciding to put the rises on halt 

during lockdown. “We just felt that there was enough stress in 



the world, people had it tough enough and we wanted them 

to be excited to come back to us after all those months. In the 

end, it was a godsend because we soon learned how to do a 

price rise properly in the Inner Circle.” 

When it came time in March of 2021 for the price rise to be 

reintroduced, Jonathan made sure that he was appreciative of 

the loyalty of his older-serving 

members as well as the goals 

of the business for the future. 

He already had care plans in 

place, but it was after posting the 

new prices around the practice 

6-weeks before the change date 

when he earned himself a very 

big win. “We gave all of our current 

practice members the opportunity to bulk buy at the old 

price and pretty much everyone like 98 or 99% of them did. 

They all pre-purchased, even if they were in the middle of a 

current care plan; they purchased another one in advance so 

that they could effectively push off the date of their individual 

rise.” 

Now for anyone wondering why having your current members 

bulk buy on the old price help would having when you 

wanted to make more per plan/session, then Jonathan has a 

simple answer. “It was a phenomenal financial influx into the 

business. One morning we made something insane like fourteen 

or fifteen thousand pounds just from selling these bulk 

buy plans. It gave us enormous security and a hefty influx 

of money sitting in the bank. It enabled us to spend that on 

improvements in the practice like on our CRM systems and 

other bits. And then all of our new members paid the new 

price we had set; it really was a win-win.” 

Being sceptical and fearful of such a big change in your 

business is a human worry that plagues every owner at first, 

but Jonathan notes that it really comes down to handling 

your relationship with your members. “Of course, it’s natural 

to worry and wonder if these people who’ve come to see you 

for fourteen years are going to be annoyed and not come in 

anymore, but I knew my members well and always wanted 

to be fair to them. The bulk buy policy was really just a way 

to keep them onside with what we were trying to do, I never 

planned for it to become this overwhelming money maker.” 

Another big concern that owners have in conducting a price 

rise is making sure that the whole team are on board too, but 

Jonathan puts this one down to confidence. “I probably can’t 

stress this enough but even if you’re unsure, worried, scared 

even of this change never let that energy flow through to the 

team. They absorb that 

‘It enabled us to spend that on 

improvements in the practice like 

our CRM systems and other bits’ 

and take it on themselves. 

You need to exude 

confidence like the heat 

coming off the Sun if you 

want them to buy into 

the change because at the 

end of the day it’s going 

to be your CAs and associates that’ll be speaking to members 

about the price rise. If they’re apologising for the rise, it sets 

a bad precedent. They need to be fully on board, open with 

members and offering things like the bulk buy to qualm 

financial fears.” 

Being competitive is another tricky issue with many chiropractors. 

In any industry you never want your value of service 

to be wildly below your cost or vice versa with neither 

making for a profitable and long-standing business. Jonathan 

heralds quality of service and going above and beyond for his 

members to ensure he gets those long-serving patients and 

those diamond-prized referrals. “We do really well with referrals, 

and I know that’s down to how we treat our members 

from the moment they walk into the practice to when they 

leave, and all the other bits in their lives. We want to be there 

for them and provide something that no other service they 

also pay for gets close to by giving them that Disney experience. 

It really doesn’t take that much effort. Birthday cards, 

Christmas cards, little presents all signed by the whole team, 

it’s really just a personal touch. We had this gentleman that 

had been seeing us for eight or nine months, we sent him a 

signed birthday card and didn’t think much of it. When he 

next came back in, he told us that it was the first card he’d 

received in 15 years because he doesn’t have any other family 

members and keeps to himself. He was overjoyed with the 

card and just told us all how much it meant to him, truly no 

one else had ever given him anything in so long. For us, it 

was so trivial, but it meant the world to him. 

So, my big tip would be to handle your relationships with 

your members with an extremely high level of service and 

care. Then when you do your price rises with bulk buys 

you really shouldn’t see anyone drop from the practice. We 

certainly didn’t.” 

Dan K 



How To Take Your Facebook 

Lives To The Next Level 

The idea of Facebook lives sounds scary but if you 

can get over the initial hurdle they can be super 

effective as part of your marketing structure. As 

many of you would have heard before, video 

marketing is the most effective marketing form, but 

did you know that live videos actually receive 3x more 

engagement than regular videos and 5x more engagement 

than static images? So whatever your end goal for 

marketing, whether it’s to gain new customers, raise brand 

awareness or educate your current customers Facebook 

Lives could be the way to go. Here’s my go-to steps to make 

sure your Facebook lives are at the next level. 

Get creative with your headline and description 

Much like any other video, your title and description will 

play a huge part in getting people engaged in your content. 

Facebook notifies people when you go live and the two 

things they will see before choosing to watch is your title 

and description so make sure these are powerful and give 

your audience an insight into what you’re talking about. 

Using things like numbers, bold statements and even 

negative words can increase engagement. 

By Jack Hodgetts, Content Manager 

Film in landscape 

I know this is maybe not the norm when going live on 

Facebook but this will help you so much in the future. 

Simply turning your phone and making sure your live 

stream is in landscape mode can help you create sooo 

much content. Imagine if you went live for 30 minutes 

and covered a variety of topics, this could then be 

saved, cut down and distributed across all of your other 

social media channels. This could be stripped back to 

audio, uploaded as a podcast, cut into six, five minute 

videos for YouTube, Instagram etc. This simple tip can 

literally help you cover your whole social media output 

for an entire week. Some influencers simply go live for 

an hour or so on a Sunday afternoon, pass this onto 

their editor and get all their video and audio content 

done for the week ahead, all in one day. 

Practice but not too much 

Before you do your first Facebook Live practice a 

few times, either just as a video or set it to private. 

This will help you get used to 

the platform and the different 

things that happen whilst you 

are live. BUT don’t practice 

too much as then you’ll never 

end up going live, remember 

as Ryan says the first time 

you do anything you should 

be embarrassed by it when 

you look back at it. Your first 

Facebook Live isn’t going to 

be perfect and don’t expect it 

to be, expect to stumble over 

your words, have bad lighting 

and your phone to run out of 

battery. 



Plan ahead 

Team up with guests 

Just because it’s live, doesn’t mean it has to be sloppy! 

A little improvisation adds to the authenticity of the live 

show but if you start to ramble then people are going to 

switch off, so make sure you know what you’re going to 

talk about. You don’t have to plan everything word for 

word but make sure there is a purpose and a point to 

your live. Creating a road map of the 

talking points you want to make sure 

to hit will ensure your conversation 

is moving forward in a purposeful 

direction and keep your audience 

engaged. 

Be authentic 

The unpolished, anything-could-happen nature of 

Live videos is part of their charm. Embrace this builtin 

intimacy and authenticity. If something goes wrong, 

laugh it off. If you’re getting emotional, lean into it. By 

sharing an unfiltered, uncensored view into your life 

or business, you’re generating tons of viewer trust and 

admiration. Don’t be afraid to get real! People buy people 

not things, so if your audience sees the real you and likes 

it then they are much likely to buy your product, service, 

come to see you for the first time, etc. 


''You can piggyback off 

their followers and gain 

a whole new audience 

that may have never 

discovered you' 

Some of the most engaging live content involves 

going live with someone else. Within Facebook 

or through a third party streaming app you can 

go live with multiple people at a time and start a 

conversation between you. This can be beneficial for 

so many reasons, the first being if someone has more 

followers than you and you appear 

on their live or they appear on yours 

you can piggyback off their followers 

and gain a whole new audience 

that may never have discovered 

you. The other being the interesting 

conversations that can come up and 

the authenticity this can bring, you 

may have planned your live out but 

you never truly know what your guest is going to say 

and this can create some great content for the stream 

and that you can cut up and use later on. 

Make a schedule 

As with any content having a schedule will increase 

viewership and engagement, having a regular 

schedule for your Facebook Lives gives you the 

opportunity to create some hype around and gain 

some engagement before going live and have a ready 

made audience as soon as you click live. 

Jack


The Golden Ads 

Facebook Strategy 

In this article I’m going to give you an understanding 

of The Golden Ads Marketing Strategy as used by 

marketing expert Curt Maly. This is the key strategy 

he uses to generate growth for his clients. This article 

will give you a proven process of understanding the strategy 

that works. So, strap in - we’re going on a ride through 

The Golden Ads strategy journey! 

Ultimately, what’s the goal of The Golden Ads strategy? 

Well, it’s to implement a strategy that is going to drive your 

relevance scores up, push those ad costs down & establish 

a scalable ad model for your business. This is all achieved 

by focusing on the right stats, which is what makes ALL the 

difference. 

If you’re publishing videos, look at the costs broken down 

by the amount of time someone has watched that video. 

For example, it’s likely that someone who watches 25% of 

your video is going to be a cheaper view than someone 

who watched 75% of your video. This is because they’ve 

spent LESS time engaging with your content, therefore 

they’re not going to be as good to target later down the line 

in a lead gen advert. What is KEY TO REMEMBER is that 

the more they engage with your brand/content, the hotter 

the prospect of a lead. 

If you’re running a 

traffic ad that links 

out to a landing page, 

look at those cost per 

click stats, how much 

does it cost someone to 

actually click on your 

link and further engage 

with your brand? This 

will weigh up how many people are clicking on your link 

in comparison to your reach, this gives you the opportunity 

to identify problems within your ad. For example, if 

you have good reach, but a poor link click rate, then there 

is a reason for people not clicking on that link, so it may 

By Kieran Bland, Marketing Assistant 

require you to switch up your copy within the ad. 

Finally, looking at your Cost Per Lead. This is the 

most important stat as you’re working out how much 

it costs for someone to give you their information. 

This will almost always be more expensive than link 

clicks & video views, but for good reason, as someone 

is personally giving you their information to 

enquire interest into your Facebook ad offer. Furthermore, 

by having your videos and your landing 

pages, you can begin to build a funnel into the final 

lead generation Facebook ad. 

Tracking these costs is going to make so much difference 

to your ads. You want to keep ‘in the know’ 

when it comes to understanding where your ads 

money is being spent, and whether it’s being spent in 

the most effective way. 

‘You want to keep in the know 

when it comes to understanding 

where your ad money is being 

spent’ 

In my previous article I talked on the B.E.L.T 

Method and this strategy does use that method to 

acquire leads through a sales funnel in its approach 

to marketing. Furthermore, The Golden Ads Strategy 

allows people to understand your business 

before buying straight away through a lead generation 

advert. In 

addition to this, 

you may want 

to target people 

directly into a 

sale, and this is 

something we 

used (which is 

also proven to 

work). However, 

an alternative to this is letting people engage with 

your brand and learn about your business story, that 

way it gives prospects an idea of what type of business 

you portray to be. 

As a chiropractic business, you may find it tough to 



advertise to people that 

don’t know too much 

about chiropractic 

care and the benefits 

of it. This is where The 

Golden Ads strategy 

becomes very useful. 

We can target people 

that know about chiropractic 

and already 

have an understanding 

of your Facebook ad, 

but you may miss out 

on all of the people that 

have no understanding 

of chiropractic care. 

These are the people we 

can target in a funnel 

to build an understanding and a business/customer 

relationship, whether that be through videos or 

landing page ads. 

This pyramid represents this nicely. You can see 

at the top of the funnel it’s a much smaller audience 

than the people you could potentially target into a 

series of Facebook ads. 

Gradually, you’ll want your business to target people 

in the bottom of the funnel and turn them into a 

lead further down the line. 

Moving forward, you want your strategy to be 

simple but effective. I would recommend starting 

off with some consistent videos on your Facebook 

page, talking about the 

top tips of chiropractic 

care, or an explanation 

video of what chiropractic 

is. Use these 

videos as a method to 

your advertising by 

using this strategy. Put 

a little bit of money behind 

the ad (No more 

than £5 a day) and 

use this to gain some 

traffic to your Facebook 

page which will generate 

likes, comments, 

follows & shares. These 

types of videos will be 

great for retargeting 

down the line in your Facebook lead gen ads. 

In conclusion, by implementing a strategy to your 

approach with marketing, it’s going to improve your results. 

There is a thought process behind every marketing 

strategy that can be understood to give you great results 

and generate more leads. Give The Golden Ads Strategy a 

go, and check those results regularly to see how your ads 

are getting on! 

Happy Marketing! 

Kieran 



From patient to Head CA: 

Helping to attract 100 MORE 

VISITS per week 

Q&A With Wendy Letton By Dan K 

THIS MONTH WE SPOKE TO WENDY LETTON, HEAD CA FOR 

GARETH WARD TO DISCOVER HOW THEIR JOURNEY INTO THE IN- 

NER CIRCLE HAS BEEN GOING. 

Hi Wendy, so for those of our readers who don’t know you or 

Gareth, would you mind telling us a bit about yourselves? 

Hi, of course. 

I actually started as a patient of Gareth myself. I suffered from 

a condition called CRPS (known as Complex Regional Pain 

Syndrome) which was extremely painful for me to live with. I came 

to Gareth as a sort of last-ditch resort. I was in such a bad place 

where in terms of my options it looked as if I was going to have to 

be in a wheelchair and on copious amounts of opioid drugs. And to 

be honest, after spending 10 years going through treatments at the 

hospital, I saw greater changes with Gareth in just three months. 

I actually come from a sales background in the travel industry with 

my past jobs, so not a bad fit for a chiropractic CA. Gareth brought 

me in last August as a CA and the role has sort of grown from 

there. I never really envisioned myself working in the chiropractic 

industry, but I really think it’s the place for me. 

Gareth opened up his own practice in March 2020 and had literally 

the grand total of three days before he had to shut everything down 

again. It was a case of having all that momentum build up, die and 

having to build up from scratch again in such an uncertain event we 

know as COVID. 

What was it like being on-boarded with Gareth being an 

Inner Circle member? 

It was really interesting. I remember doing our poster screenings 

when Ryan was promoting a bootcamp and in a passing 

conversation Gareth asked me if I wanted to come along, and I just 

really enjoyed it. I loved Ryan’s energy, especially because of my 

marketing and sales background. His style of speech and enthusiasm 

just gripped me. So, there was a lot of things I already knew in 

general, but it was great to hear some things relevant to chiropractic 

care. 

There really couldn’t have been a better way to learn all the ins and 

outs. It’s definitely been a steep learning curve though but when 

people post things in the group and we’re able to share what we’ve 

been doing it really helps a newbie get adjusted into working as a 

CA. I can’t imagine starting work in chiropractic without having the 

Inner Circle there to help. 

How have the team dealt with the changes in the practice? 

We’ve had quite a lot of changes in the team, even since I’ve started. 

For a while it was just me and another girl as the CAs, but she’s now 

moved on and we’ve recently hired a few more to join the team 

in that department. When there’s a change or new procedure that 

Gareth feels like he needs to make, we either have a chat, with me 

now as the Head CA, before we speak to the team or we all sit down 

and discuss things as a group to be as fair and open as possible. 

We aren’t a big practice as Gareth is our only chiropractor at the 

minute so we’re at a good place for us in terms of size. But whenever 

an issue arises, we have a think about whether we need to change the 

way we’re doing things or address things and move forwards. 

What’s been your biggest ‘Ah Ha’ moment? 

I’ve had so many, especially coming from a completely different 

industry, but for me, it has to be the presentational things inside the 

practice and the environment. I learnt very quickly the impact that 

we have on patients on the front desk. 

It’s everything from our attitude, how we present the practice, the 

things we do to welcome them, making sure it’s all clean and bright 

and having loads of fun things up on the whiteboard. Also making 

sure the practice smells nice, that’s a simple but crucial one. You want 

to create an environment where people can have personal chats 

and there’s a friendly atmosphere. Actually, sometimes we chat so 

much to our patients that Gareth sticks his head out of his door and 

wonders where his next patient has got to. 



Has anything else changed in the practice recently? Any big 

wins? 

There’s something we discovered from the exercises Ryan gets us 

to do with writing down our numbers of visits. What we found out 

was that our capacity was way below its potential. In short, we have 

way more space for visits than we realised. So, we sat down as a team 

and discussed the layout of the calendar and how we organise this 

change. And within a week, the numbers were growing as suddenly 

our visit stats jumped from 250 to 260 and to 270 and 280. 

Every single week in March we hit a personal best on visits, 

money, everything. And it’s continued to grow. The last few weeks 

we’ve done 350 visits per week and we never ever thought that was 

possible. 

If you sat me down three months ago and told me those numbers 

I’d have been gobsmacked. We’ve learnt so much about time 

management than I ever thought. We’re now at a place where we’re 

happy. Kieran does all of our ads for us with your Done for You 

service, and it’s so amazing with bringing us leads that we have to 

switch off the ads often because we don’t have space in our calendar 

anymore. 

joining the Inner Circle? 

You might feel like you’re doing okay, but it really does make a 

difference. Simply, just do it! There are so many simple things that 

you could sit at home for weeks and weeks before the realisation 

might hit. Or it might never come. 

These simple things get thrown at you on a weekly basis in the 

Inner Circle. Every event from Q&A to bootcamps just help you 

hone your skills a bit more. To hit the ground running with a new 

practice or a restart if you’re struggling, I can’t recommend the 

Inner Circle and DCPG enough! 

If you’re interested in finding out more about Ryan’s Inner Circle 

please get in contact with our Client Coach, Elizabeth Hack at 

elizabeth@dcpracticegrowth.com 

Dan K 

What are your thoughts about CAs being on Inner Circle 

calls? 

I think it’s amazing for the team to be on the calls, to know the ins 

and outs and whys of the industry. There’s no better way to find out 

how everything works, the pain points of their practice and where 

there might be gaps where their individual skill set might shine. You 

never know what your CAs are capable of, you might have hired 

them just to make sales calls and answer the phone, but they might 

be a whizz using a CRM system from a previous job. Just trust your 

team and let them learn from the Inner Circle as the practice owners 

are learning too. It makes the whole team more invested in the 

business. 

What advice would you have for someone unsure about 



What’s the HOT 28 

Marketing Strategy & how can 

it help your practice? 

By Cheyenne Cordova, Marketing Assistant 

Digital marketing is constantly 

evolving and from that comes 

new digital marketing strategies. 

It is always important to test these 

new techniques to keep your ads competitive, 

whether they end up working or not. By testing 

new techniques it provides an understanding 

of what your audience will interact with and 

will therefore allow you to build stronger 

campaigns moving forward. However, have you 

ever thought of re-targeting as a new marketing 

strategy? 

Within your target market, you have 

hot, warm, and cold leads. You may ask 

yourself, what is the difference? 

A re-targeting technique that has helped 

engage warm leads is known as your HOT 28. 

This audience consists of many re-targeting 

options that are available to us on Facebook. 

They can include but are not limited to all 

engagements on Facebook, Facebook video views, 

previous website visitors, and Instagram engagements. 

Imagine your HOT 28 audience as a digital newspaper 

that’s reflective of anyone who’s seen your brand or 

engaged with your brand in the last 28 days. This can 

also be known as your easiest leads to convert. One 

of the biggest advantages of re-targeting is that you’re 

only showing your ad to people who are genuinely 

interested in your product or service. 

By using this as a saved audience you can then retarget 

them in the future with offers, specials, and 

other ad content. 

*Remember!* Make sure that once a week you 

update the video views you have. 

As I mentioned the concept earlier of your HOT 

28 audience is like a digital newspaper. Think of 

your favourite newspaper. It contains lots of different 

sections of information and the ads within those 

sections relate to the overall topic being discussed. 



By running content that can engage your 

audience can help build a relationship 

and rapport some consumers need before 

purchasing. 

To summarise, targeting your HOT 28 

audience can help target people who have 

engaged with your brand, can show your 

ads to those who have shown interest in 

your brand or products which can help you 

achieve more leads and make sure no potential 

customer is left behind. 

Cheyenne 

To help you with the process here 

is an easy checklist to help you set 

up your HOT 28 audience within 

Facebook. 

Make sure you are re-targeting… 

Facebook and Instagram Engagement: 

• All Facebook and Instagram engagement in the 

last 28 days 

Website Traffic: 

• All website visitors in the last 28 days 

• Specific and important page visits in the last 28 

days, for example, back pain treatment. 

Video Views: 

Videos that are 10 plus minutes: 

• Watched 25% of your video in the last 28 days 

• Watched 50% of your videos in the last 28 days 



Videos that are 4 minutes plus: 





Videos under 4 minutes: 







Confidence In 

Sales 

By Elizabeth Hack, Client Success Coach 

Selling, prospecting and closing seems to be a daunting task 

for a lot of people. My aim in this article is to give you 

some actionable tips and tricks to overcome the fear in your 

own mind and to go serve your communities with pure intentions. 

I 

have had some fantastic coaching calls this month on the topic of selling, 

from telesales, screening to the report of findings. We are halfway 

through our Sales and Conversion Alchemy Course taught weekly by 

Ryan Rieder, if you haven’t yet taken part in this course, make sure you 

reach out to us on how you can get your hands on the recordings! 

Sell Yourself 

A confused mind doesn’t buy and a confused seller doesn’t convert. It is 

time to get really clear on the benefits you are bringing the prospect in 

front of you. When I feel a lull in my belief, I simply ask a long term member 

about their journey and their results (tip - if you do this in a waiting 

room of people it can assist other people to feel more confident in their 

decision to come to your clinic) 

Take a moment to write out the benefits that you have seen during your 

time in the clinic 

• Someone that is now migraine-free 

• A diabetic that consequently now needs to take less insulin 

• A mum who can now pick their children up without lower back 

pain 

• A member who now doesn’t need to have knee surgery 

• An OAP who now does not need a cane to walk 

Now think about what would have happened to their quality of life if 

they did not come in for care? What would have happened if you had not 

called them to get them first looked at? What would have happened if you 

believed that they couldn’t afford care? 

The point of this process is for you to be genuinely sold on the benefits 

of what you are selling. When you speak and sell with certainty, your 

prospect will feel this naturally. 

High Energy 

When two people connect in rapport, the one with the most energy 

influences the other. If you are feeling low on energy before your call/ 

report of findings - do 10 jumping jacks and punch the sky and say ‘Yes’ 

three times. Tony Robbins calls this getting into state and it’s nuts how it 

changes both your physiology and psychology! Ryan has shared with us 

before that he used to do push-ups before a new patient report so that he 

was able to serve with the best energy. 

Objectives 

What is the logical next step for this prospect after this interaction? Is it 

to book an initial consultation? Is it to schedule attending your in house 

screening? Or is it for them to fill in a pre-consultation questionnaire to 

qualify them further? 

I like scripts as they tend to give you the necessary support to overcome 

your own hesitancy. However, conversations need to flow and you need to 

be able to adapt to the ebb and flow which following a strict script does not 

allow for. Therefore, I prefer to have a set objective during the interaction 

and instead of using a script, I work on fully listening to my prospect. If you 

entertain this idea you will find your next questions will be crafted from 

what they have just said, not from the next question on the script in front of 

you. By doing this, you are following the rules of natural conversation which 

builds rapport, like and trust. 

On the flip side, if you are sticking to a strict script and the next question on 

your script doesn’t follow what your client has just opened up to you about, 

then you break rapport. Have you ever experienced a time when you just 

know someone is not listening to you? Frustrating isn’t it? So let’s put a line 

in the sand and switch on our active listening muscles and vow to follow 

what your prospect is saying. 

Writing out their pain points as they communicate them to you will show 

that you are engaged and fully listening, plus you can use these notes when 

you summarise your understanding back to them later in the interaction. 



Professionalism 

Of course, you can have a prepared list of questions to guide the interaction 

(remember whoever is asking the questions is controlling the narrative of the 

conversation). 

How you ask those questions and how you listen and react to the answers is 

important. So remember to act with professionalism, if people are willing to 

open up to you, giving them the professional service back will pave the way 

for success. 

I understand that asking prospective clients about their pain and digging 

further into it can be uncomfortable. 

Unfortunately, it is necessary to help 

them make a decision. 

“How long has this been a problem?” 

“What do you worry about the most?” 

“When has this problem held you back?” 

“What has been the financial cost of this problem? (Have you ever had to 

miss work?)” 

“How much?” 

“What made you interested in coming down to visit Dr ______” 

Let me show you this is in a matrix: 

Depending on where a prospect is 

on the Pain Intensity Matrix will 

determine the amount of persuasion 

and time around you they may need 

to come and see you. If it makes the 

process of digging into pain easier for 

you then start with their pleasure before 

moving into the pain questions. 

For example: “What’s going really 

well with your health right now?” 

It is funny though how many times I have heard clients come back and say 

‘nothing!’ in which case your next question is now prepped... 

“Nothing? Oh wow, what is happening?” 

And here comes the flood gates of information - make sure you write it down. 

During this stage your whole role is to be a fact finder and an active listener. 

You cannot use the question “What else?” enough in this situation! 

If this doesn’t happen your pathway question would be... 

“If there was one thing you could do better with our help what would it be?” 

“What else?” 

“What else?” 

There will come a point where the client runs out of pain points, from here 

isolating the singular biggest issue is a logical next step, you would do this by 

using a question such as... 

“Of the problems you have kindly highlighted for me (you could read your 

list here) Which one bothers you the most?” 

When they isolate the single problem, it’s time to dig deeper... 

“How does having (problem stated) impact you?” 

Use their response to craft your next question... 

“When you say (insert word they used exactly), what do you mean?” 

It’s important to note here, even if as a rule you do not swear but they 

described their pain as ‘crap’ then you would parrot that exact word back to 

them e.g “When you say crap, what do you mean?” - it often provokes a smile 

and a moment of rapport building. 

Continue with your discovery with questions such as: 

Caring Service 

Remember, the purpose of all of our services is to help improve the quality of 

the lives in our communities. Our job is to ask and understand. Their job is to 

decide. If your prospect needs to check with their partner or would like you 

to call them back tomorrow after they’ve checked their diaries, remember 

these three things to take you from a pest salesperson to a caring friend in 

their mind 

1. Be Agreeable - ‘Yes Bob, of course you want to check with your wife’ 

2. Offer more - ‘What other information do you need from me to help 

you for when you speak with your wife?’ - This could be a link to the 

clinic’s website, could be an email with a breakdown of the points 

you covered in the call 

3. Lock in the next time that you will be in touch ‘So what time on 

Friday is best for you when we reconnect, 10am or 2pm?’ - Always 

offer two times so they have the decision, once they have given you 

a time, if possible, send them a diary invite so that when they open 

their calendar on Friday they know at 2pm they are reconnecting 

with you. Everyone’s lives are busy and this final step will keep you 

front of mind and increase the chances of them picking up your call 

when you fulfil your promise and call them! 

Selling really is service, I adore helping people and our roles in creating 

healthy communities has NEVER been more valuable to our world. Please 

remember how important the sales element is in this creation. If you are ever 

stuck or need any further guidance on anything I have laid out here, get in 

touch, I will be thrilled to jump on a call together. 

Until then, Happy Selling! 

Elizabeth 

elizabeth@dcpracticegrowth.com 



Blair Singer on Why You Crash 

After A Big Win & How To Keep 

That Winning Energy 

By Dan Kleiner, Content Writer / Journalist 

We recently welcomed a very special guest to our 

Wednesday Q&A calls, none other than business maestro 

and one of Ryan’s personal mentors: Blair Singer. 

As many of you will know, Blair is a world-renowned 

speaker and the bestselling author of Little Voice Mastery, 

SalesDogs and Team Code of Honor. All books that 

Ryan implores every one of his Inner Circle members to 

purchase and read. 

Blair began his lively Q&A with the thing that is still on 

everyone’s lips. COVID-19. “You know, when COVID hit 

a year ago in April with all the global lockdowns starting, 

it revealed some very deep cracks in the foundations of 

all the things we hold near and dear to us. Cracks in our 

finances, in our economic monetary systems, in our governments 

and certainly in our health. 

What you guys do in holistic health and chiropractic by 

helping people in many different ways other than traditional 

Western medicine is life-changing. As Ryan said, 

there’s no real reason why any of you should have had 

record months during this pandemic. That’s an incredible 

strength.” 

One of the biggest themes that Blair talks about in his 

books is about ascension – the rise of confidence and 

wins, and more importantly how to prevent yourself 

from dipping and crashing in the aftermath. “Have you 

ever had a day where you thought you were on top of the 

world? You were crushing it, killing it, literally everything 

was working for you. And then maybe a day or two later 

it’s like everything suddenly hit the fan? Like what happened? 

What’s going on here? 

This is something that happens to a lot of people, it happens 

to people on stage all the time too. This happens to 

actors, athletes, great performers, you name a spotlight 

profession they feel this intensely. And why? Well, what 

happens is that you go up in an ascent, you reach the top 

of the mountain. You’re at the Ascension Point. While 

you’re there everything is working for you, you’re the king 

or queen. 

Now the law of attraction states that the bigger something 

is the more it attracts. The Sun’s bigger than the Earth so 

its gravitational pull is a lot bigger, but it doesn’t discrim- 



inate between a positive object or a negative one, 

it just pulls everything in around it. When you’re 

feeling super big, you end up doing the same. It all 

attaches to you on the outside. You know things 

like people you thought were friends betraying 

you, all that stuff. It hits you because you started 

tracking it. 

On the inside, I’d like you to picture a deflated 

balloon and then take a pin and poke a hole in the 

bottom. Now, while the balloon is deflated can 

you actually see the hole? No, you really can’t see 

anything at all. But when you start blowing up the 

balloon, what happens is the hole gets bigger. It’s 

just growing and growing until the whole thing 

pops and goes BANG!” 

Blair emphasises that ascension manifests itself across a 

multitude of emotions and abilities in a leader when it 

hits and that this flow of positive and negative is a pattern 

across the board. “When you ascend, all of your new 

power kicks up your charisma and your ability to communicate 

and efficiency inflates. You then have acquired 

all the powers.” For those Marvel fans, or avid listeners in 

our recent Marvel Mastermind back in March it’s a bit like 

Thanos collecting all the Infinity stones, every power is at 

your disposal on this rise. 

“The negative also creeps in here too. For those of you 

that are impatient, even benignly, this intensifies. So, like 

everything is going well, but then a client or staff member 

comes up to you whining about something and you’re like 

‘What is going on with you? Why am I left here dealing 

with this? Why do I have to deal with this moron?’ Sound 

familiar? 

What happened was your impatience hole just got bigger, 

all at the cost of getting big. This thing intensifies until you 

crash and then you come back down to a level that you’re 

able to handle.” 

Blair ponders about the solution. Staying small, he says, is 

what most people choose 

to do. They choose an 

easier life with less stress 

and small swings, whilst 

others resort to drugs and 

alcohol to maintain the 

high. “I know people who 

crush it on stage, but then 

can’t get out of bed for three 

days, they’re sluggish and 

hungover. That’s not coping 

with Ascension. 

So how do you rise and stay 

there? The first is awareness, 

understanding what’s 

going on when you win to your mind and confidence. 

That’s half the battle. The second thing is when you feel 

the crash or feel like you’re coming down is to go find a 

quiet space for a few minutes. You need to ask yourself a 

few questions. Was there a recent ascension? What were 

your hopes and dreams at the time of the ascension? 

What awareness did you have? You need to discover this 

knowledge to re-anchor yourself and over time it’ll allow 

you to maintain a higher level rather than crashing. 

Another key thing to stay at the higher level is to go get 

coaching. Make sure you have somebody on your side 

who doesn’t necessarily work for you. You need that pushing, 

that accountability and those awkward conversations 

when there’s something you don’t want to even admit to 

yourself but are forced to be honest about. Personal development 

or what I call a Little Voice Coach to keep you 

accountable and help you process the good things with 

the bad.” 

You can find Blair’s books online, but if you’re interested 

in joining Ryan’s Inner Circle with regular training calls 

and expert advice from his team, please contact our Client 

Coach, Elle at Elizabeth@dcpracticegrowth.com 

Dan K 


RYAN’S MEMBERSHIPS 

Grow your practice and leadership mindset with DCPG 

across our range of journey tiers 

- PRACTICE GROWTH PLAYBOOK - 

This is our entry level membership that includes access to our busy and supportive 

Facebook group, a monthly newsletter packed with articles and interviews to inspire and 

inform about Chiropractic, digital version links, a monthly training audio, a Swipe & 

Deploy pack to implement into your practice, and one GUEST PASS ticket to attend a 

Mastermind event! (venue fee still applies) 

To join contact: elizabeth@dcpracticegrowth.com 

- RYAN RIEDER’S MASTERMIND 

INNER CIRCLE PROGRAM - 

This is where the MASSIVE GROWTH REALLY BEGINS. As an Inner Circle 

member you get access to an arsenal of tools to help grow your practice, in addition 

to all the PGP perks you also get: one-on-one coaching calls with our Client 

Success Coach, access to Marketing Bootcamp presented by Ryan’s team, lifetime 

access to New Patient Avalanche, bi-weekly Q&A calls with Ryan, bi-weekly 

calls with Ryan’s team, monthly CA training calls, monthly Infusionsoft training 

calls, access to 3 LIVE IN-PERSON Mastermind events per year (venue fee still 

applies), Done For You print newsletter and Done With You book (one-time flat 

book fee applies). 

* It’s not uncommon for members to double, triple or quadruple their practices on this membership* 

To join contact: elizabeth@dcpracticegrowth.com 

- PLATINUM MASTERMIND - 

(application only) 

Our exclusive membership. This is LIMITED to APPROXIMATELY 10 MEMBERS 

per class who get to experience an INTIMATE and PERSONAL SESSION with RYAN 

and his mentors ALONE for 2 DAYS at least 3 TIMES A YEAR. ENROLLMENT for 

the Platinum Masterminds only happens ONCE A YEAR. 

To join the waiting list please contact: elizabeth@dcpracticegrowth.com 

- DONE FOR YOU ADVERTISING - 

This is one of our supplement services for our Inner Circle members, offering to do your 

Facebook, Google and Eventbrite advertising for you. We teach you the steps of setting 

up your ads in case you wanted to learn for yourself or we’re happy to run them for you 

full time. Our team runs ads for clients every single day! 

To find out more contact: daniel@dcpracticegrowth.com 

- FOUNDATION 

STANDALONE 

COURSES - 

Ryan’s hands-on webinar courses 

teaching you the lessons he’s learnt 

running his multi-million earningpractices 

featuring leadership and 

mindset insights, content creation, 

marketing, patient engagement and 

business financials. Take notes and 

prepare to have your mind blown! 

• NEW PATIENT AVA- 

LANCHE (6 MODULES 

PLUS BONUS SESSION) 

• CONVERSION ALCHEMY 

(5 MODULES PLUS BONUS 

SESSION) 

* To purchase a foundation 

standalone course you do not 

need to be an Inner Circle 

member* 

** Inner Circle members still 

need to purchase all foundation 

standalone courses prior to first 

module 

To purchase a foundation 

standalone course contact: 

elizabeth@dcpracticegrowth.com

Return of the 

chiropractor 

16th/17th 

JuLy 2021 

With Robert cialdini 

and John Smit 

Author of ground 

breaking book 

influence 

former South African 

Rugby Captain and 

world cup winner

Practice Growth Playbook Issue #36

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