6 Things Your Competition Isn’t Doing And Why You Need To! (Part 2)

#2. Write, Write, Write…

In general, people are afraid to write.  …and it’s typically because they’re afraid that others will mock their message, mock their beliefs, or even something as small as mock their grammar.  Much like the couple of chiropractors that pointed out how “horrible” my grammar was in my previous blog post, “6 Things Your Competition Isn’t Doing And Why You Need To!”

Here’s a screenshot of one of those comments….



First of all, “Thank You Dr. Lenny Fox!  You’re awesome!”

Now, as you can see, people are going to point out your flaws, but don’t ever, ever, ever be afraid to write because you’re fearful that people will see that your grammar isn’t perfect or that you used the wrong word in a sentence or that you didn’t use proper punctuation where it needed to be or you just outright mis-spelled a word or two.

Of course, do your best!  Dr. Hubbs did a great job of pointing out that I should use spell checker and grammar checker, but in the end, as long as your message (your story) is one that people can connect with 99.99999% of the population will look past your improper usage of the english language.

“Tis better to write poorly, than to have never written at all.”  – Chris Burfield


Another reason people are fearful to write is because they’re afraid that their viewpoint or their message will get slammed and and they’ll be the laughing stock of the internet.

Look, I’ve said plenty of things that I wish I could have taken back, but the truth is, we all make mistakes and no one is perfect.  You can just do what I do…wear your heart on your sleeve, be human and write your heart out regardless of what others may say or think of you.

Let Me Tell You A Story…

Seventeen years ago when I was working as a Chiropractic Assistant in an office in Blairsville, Pa, I wrote and article on the dangers of vaccination, printed it out and then handed it to patients as they came in.

I can remember one particular patient that had been coming in for years (long before I ever worked there) who had picked up the article and started reading it in the waiting area.

I could see the fire in her eyes as she read every word and I watched her hands began to tremble with anger.  I had a feeling some shit was about to hit the fan! lol

And then it happened…SHE EXPLODED ON ME!!!  She literally ripped me a new asshole right in front of everyone!  It felt like I was in the middle of a public crucifixion.

She screamed and yelled at me until she lost her breath.  She told me and EVERYONE in the waiting room that my article was garbage, (even though it was referenced), the science was bogus and that I was ignorant, arrogant and my philosophy on health was going to kill someone some day!  (She was a Registered Nurse by the way) and I was only 22 years old at the time and I didn’t know what I know now, so it was hard for me to debate with her.

Honestly, it would have been enough to make any man or woman shut their mouth on the topic for the rest of their life.  …but I didn’t.  The next week I wrote another article.  A few weeks later, another.  ..and then another and another.  I was quoting a lot of my articles from Barbara Lowe Fisher’s book, “A Shot In The Dark.”

Now here’s where is gets interesting.

For the longest time, that RN would come in, sit down, ignore me completely and then on the way out, she would grab my articles and take them with her.  Then one day (about 9 months later) she came in and said,

“Hey Chris, can I talk to you.”

I said, “Sure, what’s up?”

She said, “First of all, I want to apologize to you for that day I blew up on you in the waiting room. It was uncalled for, so I’m sorry.  Second, I’ve been reading your articles and I finally went and bought that book “A Shot In The Dark” that you kept referencing to in the articles.  (loooooooooong pause)  I had no idea vaccines could be that harmful.  I still don’t agree with NOT vaccinating at all, but I have informed my daughter that maybe she shouldn’t get ALL the recommended vaccines for her children. After reading that book and your articles, I think getting all of them is unnecessary and would increase the risk of an adverse event.”

I was shocked.  I almost didn’t know how to respond. So I just gave her a hug and said, “Apology accepted.”

But here’s the moral of the story.  If I had let her “HATING” get to me, I would have never swayed her stance on vaccines.  If I had stopped writing, she would have never researched the topic more on her own.  …and who knows, maybe I helped SAVE A LIFE that day.

The whole, “You never know how far reaching…” Bj Quote sort of thing.

There’s an old saying that says, “If you don’t have haters, then you’re doing something wrong.”

I agree with this saying 110% !!

So don’t ever be afraid to write about a topic that others might find controversial.  You just might find that writing on controversial topics will win you a tribe of loyal followers.

Chances are, your competition is “playing it safe” and if this is the case, then you need to live on the edge.

Writing on topics that others don’t like to write about for “fear of rejection” will help you STAND OUT in a very noisy crowd.

The truth is, making yourself stand out above your competition can be difficult.

But if you’re using  a combination of text, audio or video, you’re going to stand head and shoulders above them.

All in which, are very important channels if you want to position yourself as the lead authority in your market.

….but more on audio and video marketing later.

So here’s what I suggest.  Get yourself a blog (if you don’t already have one) and commit to writing on that blog weekly.  Your topics don’t always have to be about “health and wellness” either.  They can be about the day you spent at the amusement park with your family or the movie you took your kids to see over the weekend and then somehow tie in valuable life lesson.

By teaching Life Lessons and incorporating your personal life into it, people will feel more connected to you as a person and see you as a WISE Doctor, one to be respected in the community.

guruSeriously, how many other MD’s, DC’s DO’s, PT’s, etc…are doing this in your town?  How many of them are taking on the position of the WISE GURU in the community?  NONE!!  This is your chance to claim that position.

Here’s an example of incorporating your personal life in your marketing…

Recently my father suffered a violent adverse drug reaction, as you may already know.

He was hospitalized for three weeks because of it.  It was a horrible situation for all of us.  We were scared, angered, worried, yet hopeful all at the same time.  So many emotions ran through me and my family. It’s a situation I would never wish on my worst enemy.

His ADR had nothing to do with YOU or YOU getting new patients, but I took the time to blog about the event and make a video describing in detail what happened, “When Medical Quackery Hits You Right Between The Eyes.”    You see, there were some really valuable lessons I got out of going through all of that and I thought you would benefit from it too, so I wrote some copy and posted a video.

In that video I asked for your prayers and sooooooooo many of you personally emailed me telling me you were sending prayers my way and routing for my dad!!  Your emails brought me to tears. :…)   Then as my dad started to recover, I made another blog post and video for you,  “One Fist of Iron – The Other Is Made of Steal – (An Update On My Dad)”

Now, with this being said, I actually caught some flack from some chiropractors in the profession. Not many, just two, but one chiropractor from New Zealand told me to “get some counseling” because the ranting in my video was “over the top” and that I wasn’t helping chiropractic or anyone for that matter by blaming the medication and medical doctors for their incompetence.  (The MD’s tried to blame my dad’s Chiropractic Adjustment for his paralysis and barrage of other side effects he was experiencing.)

Again, just proof that not everyone is going to love your message.  …but WHO CARES!  WRITE ANYWAY! 🙂

My best advice is to start a blog and start writing.  

The more you begin to write, the better you’re going to get at it.  I bet there aren’t too many health care professionals in your town (including chiropractors) that are updating their blog weekly or sending out weekly emails to the subscribers on their list.

If you don’t have an email list of “opt-in subscribers”, you need to start building one.  Then, every time you write a blog post or post a video to your blog, you can send out an email and inform your tribe!

I use AWeber.  You can sign up with them for the first month for one dollar by clicking this link.  Get AWeber For $1.00   …after that, it’s only like $19/month.  AWeber is the platform I use to send you email notices when I’ve updated my blog.  You should be doing the same!

I cannot begin to express how important it is to hone this skill of writing.

And Put Some PERSONALITY In Your Copy!

create personality in copyAs a matter of fact, an absolutely AMAZING PRODUCT that I recommend to anyone wanting to learn how to write Phenomenal Copy, is Dan Kennedy’s “How To Create Personality In Copy”.  It’s one of the best copywriting courses on the planet and will get you well on the way to creating a Tribe of Loyal Followers. This course will show you how to get new patients and keep them for life with the power of your words.  Good Voodoo!  Stuff works scary well!  This is an “Insider Secret Weapon” that not too many marketers will ever tell you about.  …because we all use it in our own marketing to get the type of results/responses we get in our business.  So don’t ever say, “Chris, you never told me about that?”  …because I just did.

So if you want to learn how to write good copy….really, really good copy   Like, put the Voodoo On You, Good Copy…

Click Here To Get “How To Create Personality In Copy”.

Anyway, I hope you found value in the blog post…if you did, please leave a comment below.  I was absolutely blown away by the last blog post with over 50 “Likes” and 22 comments!  Thank You! Thank You! Thank You!

Stay tuned for my next blog post where I reveal (Part 3) of “6 Thing Your Competition Isn’t Doing And Why You Need To!”

In the mean time,



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