Marketing 101 for Chiropractors
Digital marketing is evolving faster than ever, and as a chiropractor, you're not just a healthcare provider—you’re also the CEO and marketer of your practice. Without a solid grasp of marketing fundamentals, it's easy to fall for one-size-fits-all strategies that waste time and money.
Join us as we break down proven, cost-effective, and innovative marketing tactics designed specifically for chiropractors. From social media mastery to Google Ads that convert, we’ll equip you with the tools to attract more patients, build lasting relationships, and dominate your local market. Stay ahead, stay profitable, and take control of your practice’s growth!
Marketing 101 for Chiropractors
Harnessing Disney Magic to Elevate Customer Experiences
What if you could elevate your business by creating magical customer experiences inspired by Disney? Join us as Vance Morris, a former Disney food and beverage manager turned successful entrepreneur and business coach, uncovers the secrets behind his journey from the magic kingdom to the world of premium carpet cleaning. Vance explains how his Disney experience taught him the art of crafting memorable customer interactions, allowing him to target an affluent market with quality service. His story is filled with insights on how to build a business that not only survives but thrives by focusing on affluent clients and economic resilience, sharing key strategies that any service-based business, including medical practices, can implement.
Hear how creating emotional connections can transform your business, as we discuss using personal narratives in marketing to foster loyalty and engagement. Vance shares ingenious marketing strategies, including a financial planner's quirky yet effective method that captured unprecedented attention. We stress the importance of taking actionable steps to transform insights into business growth, encouraging listeners to engage with new ideas and reach out for support when needed. Whether you're drafting innovative strategies or seeking expert guidance, this episode promises a wealth of actionable advice and a fresh perspective on standing out in competitive industries.
Reach out to Vance directly via email: vance@chesapeakeservicesolutions.com
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Hey everyone, welcome to another episode of Marketing 101. We got a fun guest this week, Vance Morris. Thanks for joining us.
Speaker 2:I appreciate you having me. This will be fun. I agree, yeah, yeah.
Speaker 1:It's just cool when you sent in your bio and everything about what caught me was the Disney stuff working for Disney for 10 years and then taking that experience and now bringing it to business owners and how they can cultivate an experience in their business. Talked about this a lot as I coach in my business, especially with doctors and chiropractors, but it's exciting to have your perspective because you're coming from it. I'm always talking about Disney, you are all about it, which is very cool. So, yeah, thanks for being here. Tell us a little bit about how you got to, even before Disney.
Speaker 2:What got you into business, entrepreneurship, and then how'd you end up at Disney? Sure, Uh well, actually Disney was the very first, uh, real company I worked for. Um, and I will tell you that the interview process went something like this Uh, I was working in Massachusetts at the time. My old roommate was a recruiter for Disney. I was tired of the cold. I called him up. I said hey, what do you got down there? How can I come interview? He said, yep, come on down, get here next month and we'll get you working. And that was the extent. That doesn't happen anymore, but that was the extent of my interview process to get it working for Disney interview process. To get it working for Disney Did spend 10 years with them.
Speaker 2:I was my last job was food and beverage manager of the Contemporary Resort and I was on the design team and operations team of a little restaurant called Chef Mickey's. So I don't know if you've ever been to that, but it is what's called a character dining destination, so one of Disney's pay-to-play places where the characters come to you and do autographs and you don't have to wait in the hot sun with all of the other throngs of tourists waiting for Cinderella's autograph when you're in a park. I did leave after about 10 years. I was like I can't believe I've been doing this this long, Looking for a change. I had a couple more corporate jobs. Between those two corporate jobs, both in hospitality realized I make a lousy employee. I just don't like to be told what to do. Also, I would explain the two ex-Mrs Morris's I have, but hey, that's a story for another day.
Speaker 2:So after I got fired from my last job this was in 07, started a business that every small boy dreams of doing, and it's a carpet cleaning business. But I knew that it was going to be a premium level service, because the affluent market is very underserved by companies, and this is across the country and anywhere I come, you know a lot of home service businesses feel like they should be, you know, be able to have anybody be able to afford them A lot of medical practice. Same way, I mean, you know we can't charge this because then you know we won't have customers coming in. And my first question to them is I was like well, what happens when the economy goes in the crapper? If you're just advertising to middle class people, they are the first ones to tighten their belts and they're going to tighten it with you. Affluent have a little bit more cushion, if not a lot of cushion, and so if you're going after the affluent market, they're going to be the last ones to grab onto their purse strings and they'll probably be the first ones to loosen them up whenever whatever economic catastrophe has happened. So I knew from my disney experience that I could take its marketing and its experience, uh, knowledge, put it into one business, um, and and really make a go of it. And we did uh to this. I still own the businesses, uh.
Speaker 2:So this is what, 17 years and my last check, we are about 35% higher in price than my closest competitor. Love to say I clean carpet 35% better, but no, I don't. And the cool thing with higher prices is you can do more for your customers, you can provide nicer experiences, you can provide more holistic and more thorough experiences. So, like for average, my guys do three jobs a day. Maybe Sometimes they only need to get to three. Most of my competitors are doing six to seven. So if you think about the wear and tear on your body, wear and tear on equipment and buildings, you know my guys would much rather do two jobs a day, get paid a heck of a lot more and not have to worry about loading and unloading vans all the time. So, but then I branched out into coaching and consulting not only home service businesses but pretty much any service based business out there. I do have a lot of orthodontists and chiropractors and physical therapists as clients, and it's a lot of fun working with them.
Speaker 1:That's great, that's fantastic. And to take it something like home services, I mean who would have thought? But I love how you hit the affluence services. I mean, who would have thought? But I love how you hit the affluence. And it's something we just don't like talking about because we don't like casting people or putting them into boxes. But we've learned a lot in the last three years on what happens when the economy turns.
Speaker 1:And for you I know you were born in 1991,- but, even since these last few decades we've gone and I think experience plays a role for you to be able to confidently say that, because you've seen it multiple times. And me too, now that I'm in the middle of my career, I'm now like, oh, hang on a second. Maybe a little bit more excited for the Republicans to take over than most as a business owner, because we've seen the trajectories and stuff like that. So these are ups and downs that you can play.
Speaker 1:But yeah, we don't like, even in service, especially in service we don't like to say, oh, let's just hit the affluent because we're going to miss out on all these people. Or our service side of our heart wants to help these people too, and we have to remember when we talk about this we're not not helping those people, we are just targeting and focusing our marketing and our attention to attract affluent clients. So that was great. You're the first one in two years to bring that up outside of. You know masterminds that I've been in as a business owner, so that's good for you for that. So that's one of your, one of your.
Speaker 1:That wasn't a faux pas Right, yeah, so let's, let's build on that. So let's use your, your home service businesses when you're trying to trying to attract what. What is an experience like yours change compared to the average carpet cleaning business? What? What does a client expect? Experience, sure.
Speaker 2:Well. So I need to give a term real quick and define it, and that's Disneyfy. And I've given it the definition of creating experiences out of the mundane. So we all have boring, mundane things that we have to do in our business every day to keep the thing up and running Answer the phone, send out proposals, you know, greet clients or patients, whatever it is. Disney has figured out a way to make an experience out of all of those boring things. So let's just say, in my carpet cleaning business, one of the boring mundane things we have to do is get into the house. If we can't get in the house, we can't do our cleaning and we can't provide our service.
Speaker 2:So the script looks like this and it is scripted. So every one of my guys, you know, has a big old binder in the van and if you ask them they'll tell you. So it starts like this we park in the street, we don't park in the driveway because, god forbid, I got an oil leak and now I got something else I need to clean up. He gets out of his van in a clean, crisp, new uniform, because he carries extra uniforms with him in case he gets dirty on the job beforehand. He gets his magic carpet, he gets his tool bag and he gets a gift and he goes up to the front door, lays down the magic carpet, which is just a logoed mat, and he knocks on the door because friends knock, salespeople ring the bell.
Speaker 2:And then he takes two steps back and we've been taking two steps back longer than COVID was around, way before COVID. Because the last thing you want is a 250-pound carpet cleaner nose-to-nose through the screen door with a 90-year-old woman. You just scare the crap out of her and she'll never do business with us. So we take our two steps back. Mrs McGillicuddy comes and answers the door and we say hi, my name is Josh. I'm here to create your healthy home. May I come in?
Speaker 2:We ask we don't just barge in. Then we make an exaggeration of wiping our feet on our special mat and then we put booties on our clean shoes and we go in the home. Then we give Mrs McGillicuddy the gift. Now, when was the last time you had a professional home service provider come to your home plumber, pest control, whatever and give you a gift before anything? I mean, we don't even know if we have the job. I'm hesitating to guess it hasn't happened unless I've cleaned for you before in the past somewhere. And so that's the script just for getting in. Now. This gift is nothing amazing. I mean, it only cost me about five bucks, but it's a custom little blue box. It's got a bottle of spot remover, a bag of cookies and a little note from me thanking them for allowing us into your home. And here's my private cell phone number if you have any questions.
Speaker 2:Doing all that does two things. One, it generates incredible word of mouth marketing. So every interaction with your business should end with a conversation that the customer is going to have with their family. So, if you think about it, if you've ever gotten your carpets clean or maybe you got your oil changed, did you go home, sit down at the dinner table with the whole family and say, oh my God, you'll never guess what happened at the oil change today. And that conversation just does not happen.
Speaker 2:But with my cleaning business it does happen. Oh my God, the guy brought me a gift. So it helps your word of mouth. But also it starts a process called reciprocity. So I give you something, you feel compelled to give me something back. So when we implemented the gift, we saw a 26% increase in our mid-tier package, which equated to an additional $65,000, $70,000 a year in sales. So it's not just doing something nice and fun, we also now have to monetize it. And then, once we've monetized that, then we can go and find another area to Disneyfy and make that better and then be able to monetize that.
Speaker 1:I love it. That's great. Yeah, look at the look. That's the experience that they get. I mean, at the moment they even get started with you. So that's fantastic.
Speaker 1:So that's going to get a lot of the business owners thinking about their experiences. And I like how you said it's systematized to all the mundane experiences, not just the one script, and you're like that's what makes us different. Is we wipe our shoes on a magic carpet and give you a gift. You probably have that across all platforms. I'm excited to hear about what happens when they leave the house. Now, this is going to be great.
Speaker 1:So, yeah, right, all the little things that make things different and experience. It's different because you can get an oil change, you can get your carpet cleaning, you can get your roof change, you get your house painted. It's all the same stuff over and over again and we know what to expect, but boy, can we talk about a bad experience that will spread like wildfire. So doing these little things pretty much mitigates negative talk, because you're just doing a great, unless the product is just bad then, which I highly doubt Great, so that's one. And then, when you're helping business owners, where do you find a lot of the pushback is Because, as a coach myself, I feel like I've got great ideas and you may try and help the clients and there's a lot of pushback. Where do you find a lot of the pushback in your clients?
Speaker 2:You know, a lot of times it's from the owner themselves that they just don't feel like they. It's not professional, it's not, you know, business-like to be able to have our personalities come through in our business. And nothing can be further from the truth because we're all in commoditized businesses. I mean, a dentist is a dentist, is a dentist. There's only so many ways you can clean teeth right. I mean they either got the little brush or the little squirty thing and that's kind of it. I mean I'm paraphrasing, but personality of the dentist.
Speaker 2:Now, like I shamelessly use my children in all of my marketing, my clients have watched my kids grow up. So my daughter's been doing ballet for I don't know well. She stopped a few years ago she's 17 now, but from four years old till 13,. In my newsletter that I sent out to my clients there was a picture of every one of her ballet recitals. And one day we were in the grocery store and somebody came up to me, actually came up to my daughter and said oh my God, emma, how was your ballet recital? My daughter looked at me, freaked out. She was ready to go like run in the fast food aisle and I had to realize, you know what. She's probably one of my customers and I have created an emotional connection with her and she is not going to go anywhere, she's never going to leave me.
Speaker 2:Because we've created that emotional connection and business owners just can't seem to get out of the transactional like, oh my God, I got to get the next sale and that's the one that I said, well, yeah, but you also got to once you get that customer, now you got to keep them Because, I mean, one of the most expensive things you can do is get a new client. I mean like Google pay-per-click, gee whiz. I mean my cost. I was looking at the reports last week In October. My cost per lead was like 150 bucks, like this is insane, but it only cost me $14 to keep them once I got them. So a lot of the pushback comes from the owner, because when I do group exercises with the employees, with the owner, the employees are actually kind of getting jazzed up Because they usually have some of the best ideas on how to Disney five, whatever area of the company they're working in, love it.
Speaker 1:Yes, you nailed it, it's always the owners. They're the ones that are always skeptical about everything, which I guess is a protectionary wall, because the business is them. I get it, but yeah, that's my toughest thing to go over is like trying to get people to try new things. We brought up something in our team meeting this week. We're like hey, you know, email marketing has has exponentially grown over the last decade, for sure, where we've gone through this wave of people never using email and, you know, just just not looking to it to now email marketing being great. I said, hey, we have to go from these three or four emails a month to 30. And then my team was like, whoa, hang on a second.
Speaker 1:And that was what all the fears that I think we're going to lose a lot of unsubscribers. I think we're going to lose a lot of all this stuff. I said they're not opening our emails anyways, so let's just bombard them. And it's probably the least offensive way to contact people is through email. I think text is much more offensive and it's just funny when you do that and try and push through the barriers of your team. But but it has to be concise concise with the whole team on that, otherwise it's never going to work. If you're, if you're, uh, carpet cleaning guys are like I'm not putting on a clean suit every time this is ridiculous then it's never going to work, it's never going to fall through and I'm sure you'd find a new cleaning guy Immediately, yeah, immediately.
Speaker 2:Right. I mean they work the job every day. They know, they know yeah, See, that's the other thing that it does is it creates employee engagement. So now the employees got a little skin in the game and they tend to stick around longer. I mean I got guys in my carpet business. One guy's been with me over 10 years. That's like 92 lifetimes in the carpet cleaning world. I mean it's insane, Right.
Speaker 1:For sure. That's great. Yeah, because they're excited to make the customers excited, right, so they want to. It's nice to have happy customers too. Keeps your employees engaged. If they're always being grumpy customers, no fun. Great, that's awesome. Well, who's your ideal client when you're working with them? So far working? You said you worked with the healthcare industry, you worked with service industry, you worked with home care industry. Who's been your favorite? Who's been the ones that just absorb and grow?
Speaker 2:Really it's going to sound weird, but I've got like three financial planners that are in my coaching group and they have just, I mean, gone hog wild over doing this stuff. Again, highly commoditized industry. I mean you know, you got all the franchises out there plus all the independents. I mean it's just everybody seems to be a financial planner, or claims to be one, and so they have been fun to work with, also because they have the financial wherewithal to invest to make these experiences happen. But really there hasn't been a group. I mean I work with a very eclectic group. I've got a farmer in Georgia who sells meat through the mail and she has been doing amazing things. I've got a guy who makes organic shampoo, luxury shampoo. He's been doing amazing things. I mean it's just, you know it's people that are stuck and they just don't know what to do next. They know that they've got a great service or product. They just don't know how to broadcast that to the world. So it is. I mean it is a special kind of person.
Speaker 2:You got to be able to be ready to be a little different, you know. I mean you know I used it, so I had. I got this financial planner guy to do this. So I had him send a rubber foot through the mail, just a little rubber foot like four inches tall, and with it was a sales letter that says I just want to get my foot in the door. And then went on to introduce himself he's trying to get you know a couple of CEOs as clients. He got 100% response rate. He said I don't know. He said like 40 of these things, 100% response rate. Now did they all become clients? No, but boy did these people call up and say, oh my God, it's the funniest thing I've seen. Oh my God, this was great. So you gotta be prepared to stand out, because vanilla is the worst. Vanilla is the worst. It's maybe the most popular flavor in the world for ice cream, the worst flavor for business.
Speaker 1:In business it is. I think yeah, I like the vanilla analogy it's the toughest place to play. I think you're in the middle price range, you're in the middle of service, you're in the middle of the competition, you're in the middle of marketing and then you get the middle client and it's just the grind. It's like this hamster wheel of grinding. That's great. What did going to the affluent market change for your business? I mean less jobs per day, higher paid employees, better services you can gift your clients. What has it done? As far as revenue, I mean for me the math. I'm like if you're doing two and the average industry is doing seven a day, how are you possibly keeping up with revenue? What?
Speaker 2:did, it do for you.
Speaker 2:Yeah, again, I mean our prices are about 35% higher than my closest competitor, so I don't have to do as many jobs to remain competitive. I mean our talent, where there are peaks and valleys in a lot of businesses. Like, for some reason, people say the week between Christmas and New Year's is supposed to be dead for carpet cleaners. Right, I mean nobody wants their carpet cleaned while the Christmas trees up schedules are all full because people know who we are and they know that. Well, if I don't get it cleaned on the 27th of December, it might be another month or two before they can actually get out here. So you're building you know this, this demand, by creating these experiences.
Speaker 2:I want to be. I only want Vance's company to come out and do it. I don't want anybody else, because I know of Vance's company to come out and do it. I don't want anybody else because I know of what I'm going to get. So I mean profitability wise. I mean you could double your prices, lose half of your customers and still be more profitable. Yes, I mean, just do the math Anybody. Just double your price, cut half your customers and you're still more profitable. So I don't need like those guys that are doing six jobs a day. Well, it takes them two guys to do those six jobs.
Speaker 1:I only got one guy. Right, yeah, that's great, great stuff. Yeah, that's great great stuff. So the vance has the um the disney, is it disney? Fire, disney, what's the? What's the name of your company?
Speaker 2:I can't read my own writing it's all right, deliver service now institute deliver service now institute.
Speaker 1:So he's got online courses. He's got a whole back end to this. You can groups. You can do a whole bunch of stuff. I'm sure it's structured wonderfully. Look into that. Or contact Vance. That's. The whole point of these podcasts is to get out there. But as the listeners are tuning out here, what's the biggest advice you got for them moving into 2025? What do you think the movement is going forward for businesses?
Speaker 2:Well, I personally think we all have enough information. I tell my coaching clients this all the time you have enough stuff. You need implementation. And I'm not a big one for sayings and things like that, but I have one quote that's mine and it's you won't profit unless you implement. And so if you picked up one idea from this podcast and you don't do anything with it, well you know there's 23 minutes of your life and you know it was nice entertainment. But if you take one idea and Monday morning you go and you implement on that idea, now you're gonna see the growth. Now you're gonna see the effect of actually, so you gotta do stuff. This doesn't going to see the growth. Now you're going to see the effect of actually, so you got to do stuff. This doesn't happen by osmosis.
Speaker 1:For sure. Brainstorm this stuff, think about what you can do in your business. I know you got two ideas right now just by listening to this. Even if you're running on the treadmill right now, now the point is, do that, and if you're stuck, guess what? Call Vance. That's the whole point there. That's great, reach out. Thanks so much, man. I really appreciate your time. I'm going to ask you a ton of questions about my business. So that's great. Okay, certainly not a problem.
Speaker 2:I appreciate you having me. Thanks, take care.
