Marketing Your Practice

You post. You wait. Crickets. The same handful of likes from the same handful of people. Nothing travels.
In this episode, I unpack the shift that turned a string of ignored posts in our practice into content the community started actively pulling into football clubs, school groups and Facebook chats — without us asking.
It’s the difference between marketing content (which only ever reaches the people already following you) and a public service announcement (which gets shared with the people who’ve never heard of you).
You’ll learn the four ingredients that turn a post into a PSA, the five-step roadmap to build one on purpose, and the simple test to know — before you publish — whether your next piece of content has any chance of travelling.
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Most chiropractors think a bad hire is a people problem. It's not. It's a culture problem — and culture isn't what's printed on your website or pinned to the wall. It's what gets tolerated, celebrated, and ignored when you're not in the room.
In this episode, I share an eighteen-month story that nearly broke me — and the three-part framework that came out of it: The Chiropractic Culture Code™.
You'll learn how to define your values, hire through them, and live them publicly so your practice runs on standards instead of friction. By the end, you'll have a clear blueprint for building a team that thrives — and a much easier next eighteen months.
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If that moment before a report of findings makes something tighten in your chest — you’re not doing it wrong. You’re doing it the way most of us were taught.
But there’s a reason it feels heavy. And it’s not what you think.
In this episode I share the reframe that changed the way every report of findings has felt for me over the last decade — the shift that turned selling into leadership and made the whole conversation lighter, clearer, and more effective.
I also walk through the Effortless ROF Framework: three simple parts that give your patients a confident recommendation, with no convincing required.
It’s the piece of chiropractic marketing almost nobody talks about. And it’s the conversation where real chiropractic practice growth gets made or lost.
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If your marketing feels like it’s reaching nobody, it probably is.
Not because you’re doing it wrong — because you’re trying to speak to everyone. And a message for everyone is a message for no one. The brain doesn’t stop for something that wasn’t meant for it.
In this episode, I share the Stand-Out Strategy — three questions that help you find the exact patient you were built to serve, and own it with enough clarity that they feel like you’re speaking directly to them.
I also walk through the BBQ Pitch: five ingredients to describe what you do in plain language that makes the right person lean in, ask questions, and want to book in.
More of the right patients. Less of the wrong ones. A practice you actually love. That’s what clarity does.
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You’ve built the systems.
You’ve trained the team.
You’re thinking more like a CEO.
So why does it still feel like everything depends on you?
In this episode, I break down why leadership can still feel heavy—even when you’re doing everything right—and how to start letting go of the weight.
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