Getting All Pissy, by Dr. Ogi Ressel

Friday, January 9th 2009

Warm hellos to everyone!

Ok.....I really feel compelled to send all of you this note: I've talked about this issue a few short
weeks ago but it needs to be reinforced.
There is an overwhelming sense of fear out there.
Many of you are just plain scared that somehow you will lose everything. That people in your
community have absolutely no money for you and that you need to scrimp and save every penny
because times are baaaad! I mean, everyone talks about it, don't they - so it must be true.
The economy is nose-diving, banks are losing billions, the stock market is crashing, and
Armageddon is near. Right?

Let's get a grip for a moment.

I want you to sit outside of your office for a few minutes and pay attention to all the Benzes
as they drive by. And the Porsches, and the Bentleys, and the Ferraris, and the occasional
Lambo, etc. Just try to walk into any restaurant and simply get a seat - you are dreaming.
You'll have a 30-45 minutes wait. And the stores and Malls are full. And everyone is
shopping. And everyone is receiving their paycheck - except you. I wonder why that is?

The only thing that is suffering is the stock market and people are worried about their
retirement funds. But, the stock market has always done these ups and downs - always. And it
will recover better than ever in 1-2 years. So relax.
Not a problem.

However, the perception people have is that the economy is bad - even you. Yet Trump feels
that this is the best time to buy stocks and real estate. He's right.

The answer is not to panic. Absolutely not!

The other aspect of this is that people are scared and do not want to spend money foolishly
 - just like you!
Can you thrive in this economy?
Hell, yes! Absobloodylutely!

How?

There are a two things that I need you to really understand, and this may hurt a little:

ONE: People have no money for you. Only you. Ouch!!! They do not want to spend
their hard-earned cash on you.
Why?
Well......there is no nice way of saying this - there is just nothing special about you. You
(and your office) do not fit their image of a doctor. You do not meet their expectations or
just barely.
Difficult to believe isn't it?
You are like a million other starving and gimmicky, marketing-driven chiropractors on
every corner in every town in America and in your office, you have all these gizmos and
"stuff" to make money but not to take care of the needs of your patients. And they know
this.  Ok...I know that this hurts, but listen to me - I know what I'm talking about. You have
nothing to offer a patient except pain relief and maybe some nebulous "Subluxation
Correction" which they really don't get - and neither do you - but it sounds nice and
important and someone once told you at some seminar that it is what people want to hear.
There is nothing of substance. And, of course, you have some orthotics and massage,
and wobble boards and traction units which your patients are just so excited about. Not!
There is no philosophy of practice, reason d'être, and no outcome which people can
get their teeth into and take home. Nothing which will make a parent say: "Wow...that is
amazing.....he's going to do all that? And this also? I'd like him to check our kids, Honey."

Many of you have come to believe that in order to succeed, you need to market your
brains out. And who teaches this approach? Almost every coach out there in one way
or another.
Why?
Because that is all they know and that is what has traditionally always been done - and
at their pinnacle of practice - decades ago - that approach worked wonders.
Not today.  

You will only rise to the level of knowledge of whoever is coaching you.
Marketing for a Wellness practice does not work. You know I'm right because you've all
been there and have the T-shirt! And that is why the vast majority of you have been with
4-5 coaches in the past - looking for that Holy Grail - the answer to that all important
question:
"How can I have my community WANT what I do?"

Marketing is not it!
Parents will not bring their kids to see you because of the brilliant ad you ran - you
know the one - the one where you look like a Super car salesman. The one that
offers that Blue Plate special. That one. And as soon as you open your mouth, their
impression is confirmed. You are a salesman - you say all those canned lines you
picked up at some seminar in the hope that people will not read the desperation in
your eyes.

You are wondering: "There's got to be a different way to practice."
There is.

TWO: In order to succeed, especially in this economic climate, your community has
to see you as the very best doctor they have ever seen. Ever. Period. I've said
this countless times and many of you are still not getting it!
Not the best at salesmanship, not the best at BS, not the best at fear tactics
executed brilliantly in the name of Christ, not the best at fake theatrical tears you
were told to shed in order to have patient sign up with you, and not the best at
incompetence.
No.
The very best at being an amazing doctor.

You see, your community needs to rave about you. You need to be on everyone's lips
and you need to absolutely, and without question, exceed people's expectations by miles.
You need to blow people away with you!
Do you?

Do your patients feel that you are miles above every other DC in your town?
Do People travel vast distances and fly in from out the country or out of State just
to see you?

Do they speak about you everywhere?
Are they excited about having you check their children?
Are they?

Will you read this THOT and get all pissy?
Is this THOT going to put a crimp in your shorts?
Or will you honestly admit to yourself that you do not have what it takes to have the
Practice of your Dreams and then say out loud: "I can do this and I'll find out how!!!!!!
I will be the best!  And I will have the Practice of my Dreams!"

Ok.......I'm here to help you.

You can start by completing the Practice Health Mini-Check up on my website:
www.practiceevolution.com and sending it to me.

I will teach you how to be the doctor you've always wanted to be and have the practice
you've always dreamed about - honestly! No BS, no fear, no sales, and no conditions.
Let's start the New Year with spizz and panache - and never look back!

Warmest wishes,
Dr. Ogi Ressel