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

#6 Build A Tribe of Loyal Followers.

In order to build a following, you’re going to have to communicate to them regularly and provide content that they will actually find valuable.

If you’re constantly pounding your tribe of followers with offers and promotions and not actually providing value (content that can transform their life) then your message will certainly fall on deaf ears.

chiropractic social media marketingSo, whenever you attract a new patient to your office, make sure you have set up accounts on social media platforms such as Facebook, Twitter, YouTube, Google+, Pinterest & Instagram.  …and then get them introduced to those social media platforms asap.

Also, the most important thing you can do when building a following is grow your Email list.

Email should be your primary communication system.

I like email because when I make a new video or post to my blog or just have a message I want you to hear about, I can get it out to you whenever I want.

If your primary way of communicating to your tribe is posting to your facebook “business page”, you’re shooting yourself in the foot.  Especially since facebook only shows your posts to approximately 12% of your fan base.  No Bueno!

So if you don’t have an email list, you need to start building one.  I use AWeber to build my list.  You can get your first month with them for $1 if you go to this link. Get AWeber For $1 Here  …after the first month, your subscription is only $19/month (dirt cheap).

I make sure that I email you guys a few times per week in order to keep my brand, “The Chiropractic Underground” and my name “Chris Burfield” in the forefront of your mind.  …and you need to do the same.

There are lots of ways to reach out to your patients and potential new patients in your community. Webinars, Videos, Audios, Emails, Podcasts, Social Media, Blogging, Texting, Newsletters, the list goes on.

Overtime, as you begin to get your message out there on a more consistent basis, your followers will begin to resonate with your world view.

The hard part isn’t defining the message; it’s creating a community of people who actually want to hear from you.

If you asked Seth Godin (the Godfather of tribe-building) how to build a loyal following, he’d say you need a message that is personalrelevant, and anticipated

I agree with that 110%. 

But what does that look like, exactly?

Step 1: Be Super Personable

In other words, if you want to reach other human beings, act like one. …but that can be easier said than done.

Over the years I’ve seen a lot of chiropractors turn into robots when they get on the internet or make a video for their website or in general, step into the the spotlight. They either look and act like total douche bags, act like timid mice or they turn into formal ambassadors of snobbery. lol

You can be different:

  • Talk like your talking to your best friend (even if it means breaking a few grammar rules).
  • Be reachable (as an exercise, try answering as many emails as possible as soon as they come in).
  • Show your war wounds (don’t be afraid to be a little vulnerable and wear your heart on your sleeve).

The point is,  don’t be someone you’re not. Just be you and watch the magick start to happen. (No…”magick” is not spelled wrong, REAL MAGICK is spelled with a “K”) 😉

I like what Chris Brogan has to say about this:

“Your goal is to move your ideas through a platform to encourage a human interaction.”

People like connecting with other people. It’s one of the reasons Social Media dominates nearly every aspect of our lives.  It’s human nature. If you allow your fans, viewers and readers to feel comfortable, they’ll open up to you and start feeling comfortable. As they do, they’ll welcome your message with open arms.

Step 2: Stay relevant to your audience

People are tuned into WIIFM all the time.  Remember, people don’t care about what matters to you; they care about what matterswiifm radio to them.  If you want to attract a tribe of loyal followers, you need to stop thinking about yourself and start thinking about how you can help more people.

So here’s an idea: Be generous.

Consider the following:

  • A newbie chiropractor gives away a free 30 minute massage in exchange for an email address so that he/she can email you in the future with valuable content in order to build TRUST…and eventually make you a new patient offer you can’t refuse.
  • A new coffee shop offers complimentary cappuccinos their first 2 weeks in business to start getting people talking about them so their business spreads like wildfire, word-of-mouth.
  • An up-and-coming cartoonist who’s yet to make the big-time releases a daily comic on his blog for all to see, with no strings attached.

Over-the-top generosity is the best marketing strategy you’ll ever implement. And nothing builds a loyal following faster than giving freely without expecting something in return.

..but here’s the truth, none of this is actually “free”.  It costs the the business owner something — a lot, actually. But in return, it earns him/her something even more valuable than money: TRUST.

When you’re looking to build a tribe of loyal followers, you must first EARN their TRUST. When we help people get what they want, they’ll eventually return the favor and help us get what we want.

So here’s the big question, how do you become relevant in a world full of noise?

  1. Find a niche with a worldview (Here’s the good news, YOU’RE already in one! It’s called Chiropractic and it can turn the world upside down and make it a better place.)
  2. Speak directly to your follower and speak from your heart.
  3. Exclusivity  (only focus on your tribe, this makes them feel extra special…offer them advice that others outside the tribe can’t have)

Do that enough, and you won’t be able to keep the fans away.

Step 3: Create mouth-watering anticipation

Want to hear something funny. Every week, (and I mean every single week) someone delivers a newspaper to my house.

I’ve never asked for it.

I’ve never paid money for it.

…and in all honesty, I never read it. (okay, maybe once or twice, but I’ve been living here for 10 years now, so I think NEVER is justified. lol)

chiropractic newspaper adsBut still, someone feels compelled to get up at the butt crack of dawn, every single day, drive past my house and drop a little plastic bag full of today’s news in my driveway.

And every morning, I get up out of bed, put my shoes on, grab my keys and wallet and head outside to take my morning trip to Starbucks for my morning cup of Jo.  On the way out I bend over, pick up the paper and promptly throw it in the trash.

The mindset of the person delivering the paper, I imagine, goes something like this:

If we show up often enough and interrupt you long enough, eventually you’ll have to pay attention. We will wear you down.


This is called SPAM, and it doesn’t work. …maybe it worked 20 years ago, but it doesn’t work today.

Here’s the moral of the story, if people aren’t anticipating your message, they’ll just tune you out and throw you in the trash on their way out to more important destinations…like their morning coffee. lol 

Here’s how you get them to anticipate your message…

#1. You have to earn permission to speak to them. (Gain their TRUST by offering something FREE and of Value)
#2. You must speak directly to your audience.  (And speak from the heart)
#3. You need to deliver what you promise. (I always say, Under Promise and Over Deliver)

Only then will they care about what you have to say.

Here’s another way to put it.  Let’s compare the newspaper with a recent book I ordered from Amazon.com. I can’t wait for that package to arrive in the mail. It’s expected, and because of that anticipation, I take it seriously.

It’s not different with your tribe.

When you make your platform about THEM, they’ll make it about you.

It’s a paradox, but it works. Every. Single. Time.

Respect begets respect. Generosity is reciprocated. Being helpful gets you noticed.

These Principles are simple and easy to follow.  …and if you honor them,  you’ll never have to worry about marketing or self-promotion again. People will look forward to hearing your voice and listening to the advice you have to give.

Ultimately, you’ll have the practice you always dreamed of!

I hope you enjoyed this series “6 Things Your Competition Isn’t Doing and Why You Need To.”

If you found some value in these blog posts, please “Like” this post or leave a Comment below!

I would loved to hear your thoughts!  …and if you have any questions, please leave them in the comments area and I’ll answer them there!

In the mean time,





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