How to Get All the New Patients You Want...

HOW TO GET ALL THE NEW PATIENTS YOU WANT
WITHOUT SPENDING ANY MORE MONEY!
How to Get All the New, Qualified, Ideal Patients You Want —
Without Advertising
By:
Steven Cox and Claudio Gormaz

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Copyright © 2016 by Steven Cox & Claudio Gormaz
All rights reserved. No part of this book may be used or reproduced in any manner
whatsoever without prior written consent of the author, except as provided by the United
States of America copyright law.
Published by Stevenvonloren.com, Auburn, California and Austin, Minnesota.
Printed in the United States of America.
ISBN: 978-1540815170
154081517X
This publication is designed to provide accurate and authoritative information in regard to
the subject matter covered. It is sold with the understanding that the publisher is not engaged
in rendering legal, accounting, or other professional services. If legal advice or other expert
assistance is required, the services of a competent professional person should be sought.
Steven Von Loren.com is a developer of business, self-improvement, and professional
enhancement books, special reports, articles and strategic training programs. We help
entrepreneurs, business leaders, and professionals share their Stories, Passion, and
Knowledge to help others Learn & Grow. Do you have a manuscript or book idea that you
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1.530.492.9971.

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Table of Contents
"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise
before defeat." ― Sun Tzu
FOREWORD............................................................................................................................................v
STRATEGY FOR ATTRACTING PATIENTS................................................................................................ 9
DEVELOPMENT OF STRATEGY ........................................................................................................ 11
PRINCIPLES OF STRATEGIC NETWORKING.................................................................................. 14
HOW IT WORKS .................................................................................................................................. 17
ESTABLISH YOUR ENDORSEMENT RELATIONSHIP.......................................................................... 17
BOTH YOUR BUSINESS AND YOUR ENDORSEMENT MARKETING PARTNERS SHOULD HAVE AT
LEAST SEVEN OF THESE VALUE GENERATORS IN PLACE ............................................................ 19
HOW DOES YOUR ENDORSER BENEFIT FROM THIS? ..................................................................... 24
ESTABLISH YOUR CREDIBILITY ............................................................................................................ 29
BECOMING A BELL COW................................................................................................................. 30
YOUR WRITTEN VOICE.................................................................................................................... 30
YOUR RADIO VOICE ........................................................................................................................ 34
PRESENTATION TO ENDORSEMENT COLABERATOR .................................................................. 37
COMPONENTS OF ENDORSEMENT LETTER........................................................................................ 41
TARGETING..................................................................................................................................... 42
YOUR ENDORSEMENT LETTERS...................................................................................................... 45
EXAMPLE OF AN ACTUAL ENDORSEMENT LETTER..................................................................... 45
CHECKPOINTS FOR THE ENDORSEMENT LETTER: ...................................................................... 48
LETTER 1 --- COPY OF ENDORSEMENT LETTER (To Endorser’s Clients):..................................... 49
LETTER 2 --- FROM YOU TO YOUR POTENTIAL ENDORSER (You may wish to either mail or hand-
deliver your offer letter to your influential endorser): .............................................................. 50
ENDORSEMENT CASE STUDIES:.......................................................................................................... 53
Important Clarification and Commentary: ................................................................................. 56

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THE VALUE OF A LOYAL PATIENTS...................................................................................................... 59
NET MARGINAL VALUE OF A PATIENT............................................................................................ 61
LIFETIME VALUE OF YOUR PATIENTS.......................................................................................... 63
BIOGRAPHIES...................................................................................................................................... 67
"What you get by achieving your goals is not as important as what you become by
achieving your goals.” Zig Ziglar
How to Get All The New Patients You Want Without Advertising

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FOREWORD
This “Single Problem, Single Solution” book was created for those hard-working
chiropractors, the ones who dedicate themselves to excellence but who, due to varying
circumstances (from continuing government intrusion to expanding regulations, and
everything in between), aren’t where they saw themselves at this stage of their careers.
We aim to teach you how the most successful doctors in the country overcame those
challenges and attained success with their brand.
This book does not contain a series of graphs, diagrams, and unproven theories
concocted from someone’s imagination which—like a greenhouse orchid—only work if
the circumstances are ideal.
Every single one of these strategies and techniques has been implemented and field-
tested by successful medical practice owners. What you will be getting is advice
backed by decades of experience and proven talent!
We will show you:
 How to build credibility & authority positioning.
 How to stand out from competition.
 How to attract a steady stream of referrals.
 Get more speaking opportunities
This specific strategy was given its full due (as well as several other proven practice
growth tactics) in our book “The Power Position Secrets of the Top 1% Chiropractors.”
Though the content is the same, this edition goes into a lot more detail. As you read
through this book, you will learn the history of how we arrived at and developed our
program. We have shared the story many times, and we find that it explains the
wisdom and soundness of this time-proven approach like nothing else!

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Recently, the publisher of a national Chiropractic Publication (for whom we write) told
us that our expertise is “quite wide-ranging.” At the risk of sounding immodest, we
have to admit that we do have a lot experience.
That's our unique selling proposition (USP): we specialize in medical practice
enhancement through better and smarter marketing, and we aim to share this vital
information with as many doctors as will join us.
At the end of the day, the entire purpose of a One Problem, One Solution book like this
one is to ask two crucial questions: “Where’s your pain?” and “What would happen if
we didn’t fix it?”
Said more succinctly, all our clients have unique “Whys” and we are committed to
providing superior “Hows”!
So, without further ado, let’s get started.
Sincerely,
Steve and Claudio
Continuation from previous page

One Problem, One Solution Series • 9
STRATEGY FOR ATTRACTING PATIENTS
It’s been said that to succeed in business you need to be flexible, implement good
plans, foster creativity, and develop strong organizational skills.
Many doctors start a practice thinking that they'll turn on the lights, check their
voicemails and emails, open their doors, and start making money. But, sadly, too many
end up discovering that making money in business is much more difficult than they
thought.
This goes without saying, but the cornerstone of success in any business is the ability
to attract clients and patients! If you own a restaurant and you don’t attract enough
people to eat there, you die! The same is true if you own a car dealership and can’t sell
enough cars—you die! Medical professionals are no different: without a steady stream
of patients, you too will die!
Maybe it has to do with all the years of education, surviving a very rigorous internship
process, and establishing oneself as a highly competent and trusted professional, but
all too often those who start a medical practice don’t approach it with the same game
plan you’ll find in other businesses. Believe-you-me, a medical practice is very much a
business entity; if you don’t believe me, just ask your creditors, the bank who manages
your lease, and the phone company.
Those opening up a practice seem to assume that patient attraction will just happen
and they can be highly perplexed about how to approach it. The confusion is further
perpetuated by the vast array of “boxed and ready to go” options online and in stores.
“Do I use traditional advertising vehicles like the Yellow Pages, Newspapers, or
Magazines?” “Should I explore social media?” And so on… The million-dollar question
is always the same: “Which one’s the best?”
All of the above are great questions, and each one has an equally exceptional answer,
merit, and strategy. However, there is a better way, a time-proven, outstanding
Develop and Enhance Your Medical Practice
through Tactical Alliances and Endorsements

solution that has existed for a very long time that shockingly few practitioners ever
implement!
This “Single Problem, Single Solution” book requires that you expand your thinking
about the attraction and appeal of patients from a linear philosophy to more of a
lateral method, to expand your approach towards patient development.
The purpose of this book is to teach you how to attract new patients using a method
that is superior to traditional advertising. You will learn how to develop lucrative
alliances that will yield rich pools of motivated patients.
This book deals with the concept of Strategic Network Relationship Marketing (also
known as Endorsement Marketing). These relationships will then create endorsement
opportunities for you.
Before we write one more word, as we said in the Foreword of this book, this is not a
compilation of never-before-tested theories or grandiose concepts that only function if
all the stars align. What we are providing is a time- and battle-tested game-plan used
successfully by many medical professionals for over twenty years!
The information contained in this book is broken down into easy to follow and digest
sections, such as:
▫How It Works ▫How Everyone Benefits ▫The Key Components of This Strategy
▫Value Generators ▫Copy Letters ▫Checklists ▫Case Studies ▫Net Marginal Value
These strategies were originally covered in our book “The Power Position Secrets of
the Top 1% Chiropractors.” Though the content is obviously the same, this edition
goes into more detail.
The goal here is to teach you how to make yourself and your practice valuable to other
businesses so you can receive a steady stream of new and “better” patients through
their endorsements (hence, Endorsement Marketing). In fact, the purpose of developing
Strategic Networks is to enrich your patient platform through the stability of another
firm.
* To avoid repetition, we will use Strategic Networking, Affiliate Relationships, Affiliate
Relationship or Partnership, and Endorsement Marketing interchangeably.
We will use many examples to demonstrate how both medical practices and non-
medical businesses alike have successfully used this powerful concept to make their
businesses soar! If used properly, Strategic Networking may replace or eliminate many

of the expenses and time you spend gathering new patients. You will, therefore, be able
to focus on the business of practicing medicine with the “best” available patients, all of
whom are ready to buy your medical services.
The strategy of using an influential person’s clout, referrals, and—better yet—their full
endorsement has been around for millennia, but a fully functional and easy to pass
along system hasn’t been.
DEVELOPMENT OF STRATEGY
The only two important things in business are marketing and innovation. Actually, of
course, they are both part of the same thing. --- Peter Drucker
My business partner and I have been in the medical practice development industry for
decades. Like many of our colleagues in the industry, we make it a point to keep
ourselves very well-informed about the various business enhancement programs
available, so we often visit and attend our other colleagues’ seminars. Many years ago,
I attended just such a business growth seminar and it gave me tremendous clarity
about the use of strategic network marketing. The event was a Jay Abraham Marketing
Seminar. For those of you who haven’t heard of Jay Abraham, he is one of the top
business development consultants in the United States. He has consulted and works
with some of the world’s most successful businesses. During a question and answer
session, one the seminar attendees asked Jay the following question:
”Out of all the various business and marketing strategies you have used during your
career, if you could only pick one strategy for the rest of your business career, which
would it be?”
Without hesitation, Jay said “Endorsement Marketing.” He went on to explain that the
only reason all of the 205 people in attendance were in that specific seminar was that
Tony Robbins endorsed him to his entire list of clients, resulting in gross revenue splits
of over one million dollars for a single weekend’s workshop. Yes, there are hard costs
to be subtracted, but that's still a lot of money for reaching a highly responsive and
targeted client list with some mailings and an endorsement letter.
As stated previously, the strategy of garnering endorsements to build one’s business
has been around, in one form or another, for thousands of years. One great example of
this are the countless political endorsements provided by celebrities every election
year. Another is found on college and university campuses throughout the country.
Ever heard of the “Greek” fraternity and sorority systems? Their entire premise is to

set up networking opportunities that can later be cashed in once graduates are looking
for employment and ways to develop their businesses. Or how about Oprah’s
endorsements of Dr. Phil and Dr. Oz? You have to admit that that went extremely well
for them! Finally, isn’t it the entire point of getting the quickest attention on one of the
fastest-growing professional networking sites, LinkedIn? They all reap the benefits
and power of endorsements!
Back to the point: naturally, I was intrigued to see how Jay may have improved upon
this very successful formula. So, a day or so after seminar concluded, I contacted his
office to request a copy of what he had developed on the subject of endorsement
marketing. I was stunned when his office informed me that they had nothing formal
written on the subject: no white paper or special report; no literature, training manual,
or pamphlet; no CD-ROM package—nothing.
Frankly, you could have knocked me over with a feather (in a fantastic and positive
way)! I realized in that conversation (with his assistant) that, in a moment of sheer
impromptu and off-the-cuff conversation, Mr. Abraham had revealed the “secret
ingredient” of his “secret sauce.” But, he couldn’t—or wouldn’t—duplicate his
knowledge by teaching this strategy to anyone.
* You see, Mr. Abraham didn’t invent this long-established and effective business
strategy—he couldn’t, he’s not old enough! He also didn’t develop a game-plan.
The decision was instantaneous, and our mission was crystallized: we were going to
create a structured system and make it user-friendly, and we would make it duplicable!
Since these strategies have been around for so long, the concepts are taught
internationally in business schools and discussed in a number of industry gatherings.
There are endless articles online about the tactic and, as mentioned above, scores of
fraternal organizations are built on these approaches.
We began searching for any and every bit of information we could find on setting up
strategic endorsement marketing. There’s a lot of good, usable, basic information out
there, but we simply couldn’t find anyone who had perfected a system for actually
taking action and taking the steps that are needed to get started. Thus began our
immersion into our career as an endorsement marketing specialist and strategist.
We were now in the position of needing to create and produce a complete tactical
system that was easy to understand, pass on, implement, and duplicate.
We learned that there was such hunger amongst business professionals shortly after
we wrote our first article on the topic of Endorsement Marketing (several years ago).

Once it was published in over seventeen highly respected, targeted, national business
publications. The response was overwhelming. People loved the topic and came away
genuinely feeling like they really could follow the system we laid out for them, get
more control over the process, and achieve desired results whenever they wanted.
Fast forward the clock a few years. Since that article appeared, the strategy is still very
relevant, and just as sought after! The absolute need for generating referrals on a
consistent basis remains a mystery for most medical practice owners (in fact, for most
business owners). As stated earlier, over the years, my business partner and I have
executed many profitable endorsement marketing campaigns for various trade and
professional practices, covering everything from a multi-million dollar graphic arts
advertising agency to cosmetic surgeons and everything in between.
When we started this venture, there was a bit of information here and there. There
weren’t any structured formulas; there were, however, plenty of success stories
gushing about how people had done so well via endorsements. We had to create one.
Please don’t misinterpret this as us crying in our beers; this oversight by the entire
business community—going back to the printing press and beyond—was a rich spring
of opportunity for us!
Now, all these years later, companies (other than us) that mentor these techniques to
business owners have entered the field. Most have dribbled in, drop-by-drop, but
we’re still few and far in between. I often quip with friends and tell them that this
scarcity puts us in rare company and it’s a lot like being a Sumatran Tiger (there are
only 600 of them in the entire world).
In the end, that is the takeaway: the actual power of the strategy is in its laser-like
effectiveness and the fact that astonishingly few implement this highly profitable
strategy. The results that can be achieved when harnessing the power of endorsements
in your medical practice are immense and they’re gained with very little competition!
That’s why when the Australian company Partner2Grow wrote a piece titled The
Hidden Power of Partnerships we had to share a portion of it. Because, finally, someone
else was saying what we had observed for years from our own clients’ actual
performance. They write that “The right Partnerships are by far the most effective way
to increase brand awareness, grow your audience, monetize assets, and find money. If you
could develop the ability to attract the right partnership opportunities easily and
leverage all four of these benefits from each, imagine the impact that would have on your
bottom line. It’s no wonder good marketing partnerships deliver an average 9 to 1 return
on investment.”

This single marketing technique can open up unimaginable doors. Endorsement
marketing uses the instrumental prowess of two professionals to connect the synergy
from the interaction of two companies that, when combined, produce a total effect that
is greater than the sum of their individual parts. It’s the coming together of two forces
for the benefit both client bases.
Think about the clout that someone could create purely by befriending someone like
Cornelius Vanderbilt, John Rockefeller, Michael Dell, or Randolph Hearst. It boggles the
mind to think of all the possible combinations of influencers you could have met by
associating with Henry Ford or Walt Disney. Can you imagine what could happen
simply by hanging out with Bill Gates?
But you don’t have to imagine that type of relationship—all you have to do is watch the
television program “Shark Tank.” Financial infusion aside, the inventors of the
particular products are benefiting and profiting from the “sharks’” good names and
reputations, influence, business savvy, and wealth of experience.
What you are about to read is the result of several years of painstaking research,
systematizing, developing, and perfecting a paint-by-numbers system that walks any
business owner step-by-step through their first endorsement marketing campaign.
Strategic networking will transform your whole outlook on marketing. It is the
ultimate use of marketing leverage. You, the medical practice owner, want to focus
your attention on accessing all of the efforts and money that your endorsement
marketing partners have spent acquiring their clients.
PRINCIPLES OF STRATEGIC NETWORKING
Strategic Networking (aka Endorser/Recipient Marketing) is accomplished through
the development of a relationship and an endorsement letter from one firm to the
other for the benefit of both.
More specifically, Strategic Network Marketing is a joint venture of sorts between two
non-competitive businesses that want to provide their products or services to the
clients of the other business. In doing so, they create a symbiotic relationship between
the two firms.
In today’s market, networking is pivotal to succeeding on this next level.
* You must determine who else is selling a non-competitive product or service successfully
to your ideal patient base.

Incidentally, this is a question that must always be on your mind whenever you consider
an endorsement marketing partner for a successful campaign.
For the sake of absolute clarity, we will refer to the participants of this marketing
strategy as the Endorser and the Recipient of the endorsement. The titles are
interchangeable because, depending on the structure of the particular campaign, you
will be either the endorser or the recipient of the endorsement.
* The Endorser is a business or professional practice that has developed a similar
customer/client stronghold.
* The Recipient wants to use or leverage this very treasured client list (from the
Endorser) to provide their services or products to a new customer base.
The endorsement partner could be any business that either controls, owns, or has a
well-developed and up-to-date client list which the other participant wants to use or
leverage off of to sell their products or services.
*A brief note of serious consideration that everyone desiring to develop an
Endorser/Recipient agreement must keep in mind as you move through the process. In
this case, we’ll use the words of Partner2Grow since they describe this very clearly and
succinctly:
“When growing your audience through the use of strategic alliances, accessing
another business’ customer databases carries with it legal, as well as strategic,
considerations. Because of this, you must engage in preliminary discovery and
technological assessment to ensure that the effort is not wasted and will grow
your audience in a mutually beneficial manner. Note, you should NEVER
directly mail or let your partner directly mail one another’s databases. It must
always come via the database owner.
To prepare your business for this kind of partnership, carefully evaluate your
customer data and look for a partner with a sufficiently similar buyer persona.
When you make the right offer to your partner’s database, at the right time, you
are guaranteed a high conversion rate that will blow your socks off. Your sales
cycle is shortened because you are leveraging the trust your partner has already
built and you come with their implied or expressed endorsement.
When you are ready to make your business available to a prospective partner, it
is time to leverage all your assets, regardless of how humble they may seem. As
you ready your business for partnering, create a list of its assets (business and

personal if the owner is a key asset in the business) and carefully consider how
each can be monetized.
Weigh each asset against the needs of your prospective partner and its
customers to see how closely your resources align with their needs. Think of
ways to demonstrate how each partner stands to benefit from a partnership
built on this alignment.”
With all this in mind, however, strategic networking is accomplished through a letter of
validation that is sent to the primary endorsement marketing partner’s entire client
list recommending and referring the services and products of the other business (i.e.
your chiropractic practice).
You must, therefore, be continually cognizant of who else is selling non-competitive
products or services successfully to your ideal patient base. This is a question that
must always be on your mind whenever you consider an endorsement marketing
partner for a successful campaign.
I repeat what I said on the previous page because of how important it is for your
success: The endorsement partner could be any business that either: controls, owns, or
has a well-developed and up-to-date client list which the other participant wants to use
or leverage off of to sell their products or services.
Strategic networking is accomplished through a letter of validation that is sent to the
primary endorsement marketing partner’s entire client list recommending and
referring the services and products of the other business (i.e. your chiropractic
practice).
Therefore, you must continually be cognizant of who else is selling non-competitive
products or services successfully to your ideal patient base? This is a question that
must always be on your mind whenever you consider an endorsement marketing
partner for a successful campaign.

HOW IT WORKS
As mentioned at the onset, implementing the strategies of an Endorsement Marketing
relationship requires a shift in your promotional thinking.
Earning referrals through an Endorser/Recipient Relationships is easier and more
profitable than just asking for referrals. You can make yourself valuable to other
businesses and receive a steady stream of new referrals.
Both have already established credibility, loyalty, and trust. There are no expenses on
the part of the Endorser. The Recipient only pays for stationery and postage.
ESTABLISH YOUR ENDORSEMENT RELATIONSHIP
Be very selective about who you choose to be your endorsement partner. Make sure
that they understand and live by their reputation and have excellent communication
with their patients or clients.
Make sure they are just as much of a star as you are!
Above all else, make sure that they live by the honor code of Reciprocity.
Definition: The relation or policy in commercial dealings between two or more
parties by which corresponding advantages or privileges are granted by each for
the sake of mutual benefit.
Before you approach a single person, even if that person is your best friend, you need
to find out what that person wants and needs.
Remember that I mentioned, at the beginning of the book, that you would need to
expand your thinking about the attraction and appeal of patients from a linear
philosophy to the creation of a symbiotic relationship with other professionals.

To truly be an asset, then, you need to find out what is most important to them, which
means that you need to find out whether that person’s vision aligns with yours!
Go to lunch or for a cup of coffee, but not just “let’s have a burger, latte, or a beer, and
talk sports.” Make the time you spend with your potential Endorser extremely
productive! There’s no need to be pushy or interrogative—just be casual, friendly, and
conversational as you inquire about, and take a genuine interest in, that person’s
concerns and goals.
If you feel that friendly conversation is not your strong suite, find a colleague who does
have this skill and invite them to join the meeting. The point is that you will have to
learn to be good at asking questions. Fortunately, the more you do it, the better you
become.
Above everything else, do not lose sight of your object. Before you sit down with this
person, you need to keep in mind the big picture of what is at stake. This awareness
will protect both parties, and you will want to avoid any misunderstandings right up
front.
Here is what you’ll need for an honest, upfront agreement and a handshake. If you do
it correctly, you will forever avoid any misgivings, hurt feelings, and
misunderstandings:
 What is the end goal?
 How will we accomplish this?
 How will you track and verify?
 How long is the duration of our agreement?
 Exactly who does what and when?
 Have an exit strategy
Once you have both determined that you have a good fit, it will be time to share the
benefit you expect to derive from this venture. Again, the strategy only works if there
is a mutual benefit; if you approach this person from a “you-centric,” “it’s all about me”
perspective, you can expect the partnership to fall flat on its face!
Before the meeting, make a list of important items you want to uncover (a bit further
down in this chapter, we cover this topic under the title “Value Generators”). The point
is that, if you truly wish to have this highly lucrative strategy work for you, you need to
develop a systematic method of asking the very good, listener-centric questions that
will uncover the prospective Endorser’s problems and needs. These questions must
reveal:

 Areas in which the prospect is losing, hurting, or suffering in some way due to
the shortage of more lucrative clients.
 What your prospective affiliate want to get rid of. What problems, issues, or
concerns they have that they wish they didn't.
 What it is that stirs enough emotion in the person to motivate them to want to
take immediate action to solve the issue
*Be aware that sometimes those areas of serious problems and pain may not be
immediately evident, even to your prospective endorsement collaborator.
Your task, if the person’s interests, reputation, and goals align, is to take in the
information they give you and then present your solution by way of the strategic
alliance.
Make certain that you fully understand the psychographic and geographic profiles of
your potential affiliate’s ideal patients or clients.
Also, be prepared that, with every endorsement partnership you have going, you may
from time to time have to make some adjustments. This is just a natural part of the
process. If problems do arise between you, work things out right away.
As a valued partner yourself, you must become the problem-solver for every one of
your partners. Build solid relationships, be involved, contribute frequently, and create
a bridge between yourself and all of your endorsement associates.
As we just mentioned, every time you consider a new partner, you must ask lots of
questions, and you must drill down deep. The only way to succeed in an Endorsement
alliance is for both parties to always do what they say they are going to do. Earn the
right to be a great partner.
These simple truths will help establish you as a confident person of action and
integrity! Protecting your good name and your stellar reputation are paramount!
BOTH YOUR BUSINESS AND YOUR ENDORSEMENT MARKETING PARTNERS
SHOULD HAVE AT LEAST SEVEN OF THESE VALUE GENERATORS IN PLACE
Your website should always be updated with current, original content that is of value
to your prospects, patients, and future affiliate relationships. You already know the
elements of a professional-looking site.

Provide a quantitative accounting of how you communicate with your current, past,
and future patients.
You should have a responsive patient list that you reach every week by use of an e-mail
newsletter (MailChimp.com provides an excellent platform for this task).
Be prepared to demonstrate how you keep your patients’ database information
current. For example, their addresses, phone numbers, purchase histories, preferences,
and particular needs.
Demonstrate how your medical practice is using its social media platform to reach out
to patients. For example: what are your strategy and on-going presence utilizing for all
or most of the social media platforms, such as LinkedIn, Facebook, Yelp, YP.com, and
Twitter?
Additionally, be prepared to inquire about and provide this information as well:
o Do you belong to, and an active member of professional associations, chambers
of commerce, or fraternal organizations?
o How about your track record of successful and profitable marketing, social
media, advertising, and Public Relations campaigns?
o Do you have business relationships with key influencers on social media?
o What speeches and talks have you given? Have you written or contributed to
any books, articles, or blog posts? Do you have your own blog? Have you written
a book?
o If you refer to Chapter 1 of the “The Power Position Secrets of the Top 1%
Chiropractors…,” and re-read the section about why it is so important to
market and position yourself and your practice with your very own problem-
solving book, you will attract more influential endorsers because you will be
perceived as the celebrity expert.
o What have you done to establish yourself and your practice as a resident
authority (for example, writing a problem-solving book)? This will attract more
influential endorsers because you will be perceived as the celebrity expert.
o Have you been interviewed on any news, cable, radio, or satellite shows?
o Do you have your own podcast, radio show, or even a satellite radio show?

o Do you have relationships with charities? Are you involved with planned giving
or cause marketing?
If you are, explain which charities you are involved with and some of the
positive results they have achieved. This adds more of a human,
emotional connection to your medical practice in the eyes of endorsers’
prospects and clients—your future patients.
As mentioned above, the secondary benefit of this Preheat Proposal is that, as you
target companies and businesses for potential endorsement partners, this will provide
you with a sort of “Review Matrix” for what the endorsing company does to generate
additional business.
It allows you to quantify a company's interest and desire to attract new clients.
Your letter
You own medical practice “A.” Your friend owns business “B” (for example, one of your
suppliers). You both have a list of loyal patients and clients who know, trust, and
respect each of you.
Use both sets of stationeries (yours and business B’s). In your envelopes, you will mail
a letter to your patients singing the praises of “Business B.” On their stationery and
envelopes, your “Business B” friend will send a similar letter signed by them and
mailed to their clients singing the praises of your practice.
Remember, both Endorser and Recipient can, in time, replace and eliminate many of
the expenses and time spent acquiring new clients and focus on those patients or
customers who are ready for your services.
Additionally, you will now be able to begin focusing on deepening your relationships
with your existing patient base.
If done properly, you and your Endorser will achieve several strong benefits, including:
 Building up both your and your affiliate’s brands.
 Increased quality and quantity of your patients or clients.
 Earning relational capital. Both of you will benefit from the exposure to each
other’s knowledge and resources. Essentially opening up areas where you can
both help each other’s futures.

 Maximizing your marketing efforts, capitalizing on untapped opportunities, and
generating additional income.
Using traditional advertising methods, a practice spends a fortune (year after year)
marketing and advertising to attract their patients, build trust and goodwill, and
develop a loyal following for their services and products.
Sadly, many of these same businesses that have spent a considerable amount of money
and time attracting clients and customers neglect them after the first visit or
transaction. They never re-contact or offer them anything else. Too often, this comes
either from not having a game-plan for success or, perhaps, from not having an
appreciation of the (current and future) value of the new prospects that they are
receiving.
Unfortunately, most businesses do not fully appreciate and capitalize on the
relationships they have built! That’s a shame because when you calculate the amount
of time, money, and effort required to attract and gather new prospective clients and
patients, you realize that the costs are huge! Those relationships can be (and has been
for many, many businesses) a tremendous source of annual and sustained revenue.
Once you acquire new patients from endorsements, they will, in turn, send you new
business—if you continue impressing them.
The Endorser who is constantly acquiring new business can and will be ready to
endorse you again and again because, by you doing a superior job with their clients,
you make them look good.
To maximize the effect of these new business relationships, you will be best served by
only spending your time and energy on businesses that accurately track all of their
past and present clients.
Locate businesses that have clients who would be perfectly suited to use your
practice’s services and products. Remember, each business can play the part of both
Endorser and the Recipient.
* The magic of endorsements from influencers only works to its fullest capability when
the recipient business offers an extremely good value, deal, or incentives to the Endorser’s
list.
You must offer something of real perceived value for the Endorser’s customers or
clients.

Create a package of benefits and services to offer. Remember that you are making the
Endorser look like they went through a lot of trouble to arrange this for their valued
clients.
Develop a reliable and efficient client tracking and acquisition system which will
become vital to the life of your practice. Every client’s name, mailing address, phone
and fax numbers, e-mail address, and record of their needs and purchases must be
documented. Each name could be worth a fortune to your business.
Be mindful of the etiquette involved in these situations. The vast majority of medical
practices use time-honored methods for developing and soliciting referral business.
They use chamber mixers, fraternal organizations, ads in the yellow pages (we know
this may seem bizarre because in many places traditional yellow pages aren’t seen much,
but in areas where cell towers aren’t plentiful, people still make use of them), the
Internet, associations, display advertising, and more. When another business
professional sends you a referral, how do you thank them? Compensate them? Do you
only say, “Thank You”? Perhaps buy them a drink at a chamber mixer or maybe even
take them out to dinner?
All these are nice gestures, but when you really get down to it, they’re not a great
incentive. Everyone wants to be compensated in some way. Reciprocity works
wonders! It answers the age-old question, “What’s in it for me?”
* Reciprocity is the practice of exchanging things with others for mutual benefit,
especially privileges granted by one organization to another.
If you know that the true lifetime value of each client is $10,000 or more, do you
honestly think repaying your Endorser with a small gesture is a fair exchange? You a
get a client worth at least $10,000, and the referring professional or business owner
gets a $50 dinner, maybe not even that. The more you show that you’re thinking about
their interests, the more often they will endorse and refer new clients to you.
There is one universal goal that each professional wants to achieve: to attract
continually and to acquire new clients for their business.
Further, you have a share in your practice’s success, but here is how that hierarchy
plays out: as a practice owner, you are first and foremost in the marketing business and
only secondarily in your chosen profession.
* We are disciples of certain indisputable business truths. As such, we will continue to
spread our mantra, which you will read throughout the book: No matter how great

your practice is, if you don’t have a steady, predictable stream of new patients, you are
going to go broke!
To succeed with Endorser/Recipient relationships, you must be perceived as someone
who is willing to give something back to those who help you build your business!
HOW DOES YOUR ENDORSER BENEFIT FROM THIS?
Let us start by thinking in terms of “What’s in it for the Endorser?” Remember, the
positions of Endorser and Recipient are interchangeable. You must put yourself in the
place of the Endorser.
You need to come up with something more valuable to them than just a free dinner,
gift, or thank-you card. It wouldn’t be a bad idea to create a list of possible gifts for
each relationship you develop and nourish.
 Ask yourself these questions: What can I give of value to my Endorser? What is it that
every professional business owner really wants and needs?
The answer is very simple. Every professional business owner wants to get more
clients for their business. Like you, they desperately need new clients so they can
increase their profit margins and market share, eventually pass their firm down to
their heirs, or maybe sell their practice and retire comfortably.
Okay, so we have just stated the obvious! Everyone already knows this, right? Wrong.
Your competitors don’t, and if they do, they don’t act like it—which gives you a huge
tactical advantage!
The first thing you are going to do is choose a potential Endorser to work with. Call
them or write to them.
Tell them that you want to earn their endorsement. Notice I didn’t say that you want
their endorsement because that is what every single one of your competitors is saying.
This is just plain selfish and doesn’t speak in terms of “what’s in it for me?” or anything
of value for the Endorser.
You will have the Endorser’s attention when you mention the fact that you want to
earn their referrals. Explain to them that you value their endorsements and that you

are willing to reciprocate by endorsing them to all of your patients (or any other form
of compensation that you can legally and ethically give).
Just think how you have positioned yourself—as a professional business owner who is
just as concerned with your Endorser’s success as you are with your own.
In point of fact, no one ever does this! Until now, that is. Your competition will be
forever locked out of ever having a chance to get the endorsements you are vying for.
Since these are interchangeable positions, ask yourself who you would want to work
with and endorse. A freebie-seeking selfish professional who maybe offers a free
dinner or card, or one who earns their endorsements by helping you grow your
business, putting valuable clients or customers and cash in your reach? The answer is
obvious. They will choose you.
You pick and choose the company owners with whom you want to participate in an
Endorser/Recipient relationship. You will be able to get valuable, profitable
endorsements on a consistent basis from as many other business owners and
professionals as you like.
The purpose of an endorsement is to build your business and make it very powerful.
Why couldn’t you work out such arrangements with other companies whose clients
would be compelled to seek your service? And, of course, you have a special offer not
normally available to this preferred client list. You can include endorsements in your
billing statements, your website, your monthly newsletter, or however you
communicate with your current, past, and future patients.
This type of business-enhancing relationship tactic helps your business extend its
reach and expand your bottom line by tapping into the resources of other businesses
that are working just as hard as yours. You will want to be wary of creating a scenario
in which you are un-equally yoked!
While we’re on the subject of communication, let’s discuss your current and past
patients for a moment. Do you keep regular contact with your patient base?
You’re sending a monthly newsletter or personal letter to each past and present
patient, aren’t you? If not, you need to realize all the potential profits you’re losing out
on (please review the chapter titled The Valve of a Loyal Patient).
* It’s a noisy world out there and your competitors are targeting your existing patients.
Without authority, your voice is a whisper, almost impossible to hear over everyone else.

But as a recognized expert, you don’t have to shout because people come to you. They
seek you out, join your world, and consume everything you have to offer.
For more detail on establishing your authority, read Building Your Credibility in next
chapter.
Be pragmatic. You have already spent money to acquire your current patients. They
have already patronized you. If you’re not developing a method to stay in touch with
these patients who have already demonstrated trust in your abilities, you’re leaving a
lot of business and money on the table!
Regular contact with your current and past patients is a wonderful opportunity to
inform them of the constantly changing procedures you offer. It’s also a fantastic
opportunity to develop your status as the resident expert in your field. You strengthen
your position as your patient’s trusted health advisor.
Furthermore, you can have the same effect on the new patients you acquired through
your Endorser/Recipient Relationship. In the end, the entire purpose of developing
this type of marketing relationship is to increase your presence, your patient base, and
eventually your market share!
Again, using monthly vital and value-added contact vehicles tends to deepen your
relationships with all your patients.
"What business strategy is all about-what distinguishes it from all other kinds of business
planning-is, in a word, competitive advantage. Without competitors there would be no need
for strategy, for the sole purpose of strategic planning is to enable the company to gain, as
efficiently as possible, a sustainable edge over its competitors." ― Kenichi Ohmae

Dear Chiropractors,
We are proud to say that we have served and shared our expertise with the
chiropractic market for nearly twenty years.
We know from experience that our strategies have proven highly successful by many
doctors and enriched medical practices. We also know that, at least in the beginning,
this specific game-plan has required one-on-one mentoring.
That is why we at StevenVonLoren.com are enhancing our "Endorsement Partnership
Marketing Commitment Agreement" for you. We have always mentored chiropractors
in solidifying their marketing partnerships.
To augment and take our service to an even higher level, we will walk alongside you
during your initial collaboration with key influencers in your community—those
affiliates who, again, have complementary products and services that closely match the
demographic and psychographic profiles of your targeted and ideal patients.
Your success is our primary concern!
Sincerely,
Steve and Claudio

If you are facing a new challenge or being asked to do something that you
have never done before don’t be afraid to step out. You have more
capability than you think you do but you will never see it unless you place a
demand on yourself for more. -Joyce Meyer

ESTABLISH YOUR CREDIBILITY
In a crowded marketplace, where your potential patients have lots of choices, you can
stand out by being just slightly famous. This is the exact opposite of mass marketing—
it’s not about being all things to all people, but being a mini-celebrity to the right
people. It’s about targeting your market and developing a reputation as a trustworthy,
knowledgeable, and close-at-hand authority.
To make yourself attractive to both Endorsers and new patients, your goal should
become a small, profitable domain of your choosing (e.g. with expectant mothers,
athletes, animals, geriatric patients). Naturally, such results require thoughtful and
consistent efforts in:
•Targeting the best patients •Developing a unique market niche
•Positioning your practice as the best solution •Maintaining your visibility
•Enhancing your credibility •Establishing your brand and reputation
Visibility is a cornerstone of every business strategy, and it begins by placing your core
marketing message in front of as many of your targeted patients as possible.
Remember, this is an educated crowd. They are very familiar with your service, so your
message must be tight and persuasive!
This is what is referred to as building your brand! It’s also something that will create a
great advantage for you in an affiliate marketing situation. Look at it from the other
person’s perspective; they’ll have the ability to associate with your brand, a brand that
appeals to their audience. This extends your brand power beyond transactional
thinking. It means moving from a strictly inbound, conversion-driven approach to one
that focuses on brand leverage.
The strategy of branding your business around your expertise means using your
knowledge to communicate competence and industry leadership in a way that is
relevant and appealing to your highly targeted audience and Endorsers.
You need “monetize” your knowledge to distinguish yourself deliberately from every
one of your competitors.
*Monetize: to convert into currency – Dictionary.com

BECOMING A BELL COW
There’s no better source of credibility than what others have to say about you!
Therefore, you should prominently display letters sent by your satisfied patients
raving about healing abilities! Or play a series of short videos of patients speaking
about their experiences in your front office’s waiting area. This would be very
reassuring to your new patients, current patients, and your endorsement affiliates as
they come through your doors. Displaying these endorsements is in no way a sign of
boasting; rather, they serve as an affirmation to new patients, who know nothing about
you yet, that they have made a sound decision.
Further, you must enhance your practice through services like Yelp.com, a national and
regional consumer rating service. When a new, never-before-seen patient is looking
for a good chiropractor in their area, chances are they will make their decision based
on a service provider’s reviews.
According to Mashable.com, “next to Google, there's probably no more important site
for small businesses than Yelp. The company's mobile apps are used by about 7
million people. Yelp.com gets 78 million visitors per month.”
As an excellent healing professional, it’s in your best interest to let as many people as
possible know about your skills. So, when you provide your excellent chiropractic
care, incentivize your patient by informing them that you will award them a discount
on their next visit when they provide a review on Yelp.
YOUR WRITTEN VOICE
It is vital to augment your marketing and your business by creating informational
products, such as a book. In fact, books have three distinct and highly attractive
benefits: they allow you to be in multiple places at once, they go where you can’t, and
say what you want to say consistently.
By distributing your knowledge in print, you leverage your time by educating, pre-
selling, and pre-qualifying many people through the single investment of your initial
writing.
Your book becomes a clone of you. It will be to your great advantage to distribute your
book as widely as possible through key influencers and prospective patients. The more
people know about you, the greater your networking power will be. In fact, many

authors prefer to use their books to gain new, “better,” and more lucrative patients,
and they do this instead of traditional marketing.
I was reading a fascinating book by Adam Witty that speaks directly to this exceptional
strategy (21 Ways to Build Your Business With a Book). In it, he recounts an
experience with his client Scot Gray.
When you are one of 263 Chiropractors in your city, new customers often seem beyond
your reach. This is how it felt to Dr. Scot Gray with his practice in the Columbus, Ohio
area. If you’re a professional of any type, you’ve likely experienced the same problem.
When you seem to be the same as dozens, even hundreds of your competitors, how can
you possibly stand out?
Scot solved this problem by publishing a book. When I last checked, he was the only
author among the 260-some chiropractors in his area. This in itself differentiates Scot’s
practice. Even the title adds an element of differentiation. Good Back, Bad Back: The 10
Things Women Must Know to Eliminate Back Pain and Look and Feel Younger instantly
lets potential clients know who Scot specializes in working with.
However, Scot took his book a step further to find and secure new clients. He now offers
seminars at hospitals, businesses, and community groups, and he uses his book to open
doors. His book makes it easy to approach these organizations because it provides a
reason why he is special. He has found that organizers are more likely to host a seminar
featuring his book, rather than featuring him talking about back pain.
Scot usually provides his lectures at no cost. In fact, he offers his book as a free bonus to
encourage people to attend. He told me that many people come primarily to get their free
copy. However, once there, his book provides the credibility that some need to make the
leap and book an appointment. He recruits at least one new patient at every outing.
This is big money for Scot since one patient generates an average of $1,500 per year in
revenues. As of eighteen months after publishing, Scot’s practice had grown by 30
percent, primarily with patients he would have never had before becoming an author.
Mr. Witty goes on to say that:
No matter what business you’re in, your book paints a clear picture of who you are and
what you do. Prospects also gain an appreciation of your values, beliefs, and personality.
By the time they decide to see you, they are past the exploration stage. They already have
an understanding of your style and personality. And they have chosen you because they
believe you are a good fit for them. They are essentially presold before walking through
your door.

You could also write and distribute booklets, include your e-books on your website,
create a YouTube series, make a series of educational videos downloadable on your
website—all around your area of expertise. You can and should use all of these items
to network your expertise.
For doctors who don’t feel that they’re good writers or who don’t have the time to
write, the solution is co-authoring a book with an author who will assist you with the
writing. In fact, a published author who has already written and nearly completed a
book may allow you to include your own chapter in their book. After publishing, you
can use it for your own platform, with full literary credit, to establish your expert
status.
Another twist on writing and the Endorser and Recipient role happens when you have
a particular talent for writing. Take the case of Dr. Charles Martin:
Dr. Charles Martin has a thriving dental practice in Richmond, Virginia, thanks in part to
his books. He has written four books on dentistry for consumers, with one titled, This
Won’t Hurt a Bit—The Smart Consumer’s Guide to Dentistry.
Dr. Martin realizes he has an asset in these books. He knows that any other dentist in
America could benefit by being an author. However, he also knows that most dentists, for
one reason or another, will never invest the time and money to become an author. So, he
is making the most of his books by providing dentists with an opportunity to obtain a
license and become a co-author in a market-exclusive area. Each dentist gets a book with
a different cover and a chapter tailored to his or her practice and market area, but
everything else is identical. As of now, Dr. Martin has eight licensed versions of his books
scattered across the country.
You may be wondering how other dentists can help Dr. Martin with referrals—after all,
they are his competition. However, Dr. Martin offers several specialized dental treatments
that many dentists cannot provide their patients. Because of this, he has patients from 44
states and seven countries. A sheik even flew in from the United Arab Emirates to have Dr.
Martin work on his smile.
When any of Dr. Martin’s co-author dentists have patients who need highly specialized
dental work, they refer those patients to him. This is an advanced referral technique. If
you have a product or service that co-authors can help you sell, you should consider
licensing your book.
Furthermore, according to Dan Kennedy (renowned worldwide as an author; speaker;
trusted marketing advisor; and serial, successful, multi-millionaire entrepreneur), your

written word provides an independently objective, authoritative resource that outlasts
all your other promotional vehicles and marketing tools. In fact, if done right, and
written for the “right” audience, it can be a tool that supports your business and career
for years to come (maybe even for the rest of your career).
Additionally, your written word may open doors in various media circles. Media
gravitates to books written by authors with credentials such as specialized training in,
or degrees on, a particular topic.
For example, a health book written by a medical doctor is an easy sell to the media.
Your community or cable program director may prove to be an excellent resource,
especially in the local news section. Many have regular features covering topics like
business, health, history, and animals. Never underestimate the power of your local
stations.
Moreover, it is much easier for you to get attention here, and it could help you build
momentum to get coverage by larger networks. But be sure the program’s audience
matches the target reader of your book.
Local newspapers are always looking for new and fresh material; therefore, they may
provide an easy inroad into other forms of local media. This includes television,
newspapers, radio, and even magazines. Target your local news first; your chances of
getting their attention are significantly better, and you can use that press as leverage to
get national coverage.
Along those same lines, you need to begin looking at “Affinity Magazines,” such as your
university or college publications. Just about every institution of higher learning
publishes their own magazine and they are always searching for story ideas.
Publishing with them opens you up to developing relations with the publication’s
publisher and, in due time, you can become a regular contributor or expert authority
on the school’s radio broadcast.
Dan Kennedy has parlayed his success as an author into lucrative speaking
engagements. He shares his experience, and the financial benefits derived from it, in
the following manner:
In peak years, I topped 75 engagements. Over these years, I’ve worked with event
promoters in three countries, national and state associations, and corporations.
I’ve done the Golf Superintendents Association and the National Hypnotists Guild,
the giant Parker chiropractic conventions, corporate meetings for Ski-Doo,
American Honda, IBM, and Pitney-Bowes, and small meetings for groups of

agricultural soil fertility consultants and personal injury attorneys, and big
seminars for MLM organizations such as Amway and Herbalife.
Fortunately, quite a few engagements came to me, directly because of my books,
or more broadly because I was known for my books, newsletters, and speaking
activities. I’d say about one-quarter of all my speaking gigs were booked by order
taking, the other three-quarter, by hustle, often aided by my books and by use of
my books in lieu of a brochure, demo tape, website, and so on.
The important takeaway from this is that all of these options offer a direct line to your
potential patients.
In a nutshell, you literally can use your book to build your list, get referrals, generate
leads, and attract potential Endorsement Marketing prospects to grow your business.
By using your book as the base, you can develop several products and services to
expand your business even further. You can, for example, license your book (like Dr.
Martin), create teleseminars and webinars, or convert your authority into consulting
and coaching opportunities. In time, this can lead to prominent speaking engagements
and attract various memberships and associations. In fact, your book can open up the
doors to all types of continuity programs.
YOUR RADIO VOICE
There are many excellent medical experts on the radio, either as stars of their own
shows or featured experts. Your book can establish you as that expert who will be
called in to back up or enhance a particular program’s prestige and ratings.
If you have an engaging personality, you may wish to consider capitalizing on that gift
by sharing your knowledge and wit in a weekly radio broadcast. Before you panic at
the potential scope and enormity of this task, or freak out because you are not very
technically savvy, consider this: with the advent of online radio, you can contract with
companies (like Radio.co) that can provide an entire A to Z platform for as little as $30
per month.
The goal is to establish your brand and become the “go-to” chiropractor. People need
to connect with you, so you need to provide a window into you. Make the “you” brand
someone that people want to know.
Think about it: for decades and throughout the country, the radio has been our
constant companion on every road trip, jaunt to the market, and general outing.

Everywhere we go, there is a radio nearby. How many of us listen to radio while we
work? Why not tap into the most familiar piece of electronics that we have in our cars,
homes, computers, and offices?
Why not share your expertise, or promote and expound on the nature and detail of
your book? Why not share your knowledge with a program like “Back to Health” or
“The Sports Adjustment”? I assure you that very few—if any—of your competitors are
reaching out in quite this way.
Online radio is growing rapidly with niche services in music, politics, health, and so on.
Satellite radio offers another alternative. Over 10,000 gurus, authors, and guest experts
are interviewed on the radio every day. Because of this, radio offers most authors their
best chance at coverage. Of course, an obvious additional benefit is that you won’t need
to travel for the interview. Plus, you can be on-air almost immediately, whereas TV and
print typically have much longer lead times.
By the way, never underestimate the value of promoting your authority status on
“Drive-Time” radio. Talk radio is the best means of promoting your book or weekly
radio program. You’ll find most opportunities on national talk radio shows or local
news channels. Going one step further, however, will increase your chances of success.
Go for drive-time radio programs by gifting them copies of your book and offering
them your expertise. Radio stations are always looking for good and up-to-date content
on current events. Many will be more than happy to interview you if your book topic is
of interest to their audience. The best part of this is that your audience is more likely to
be captive, since most of them will be sitting in a car and listening as they drive to or
from work.
Even if you don’t create your own radio program, you will be well rewarded by
reaching out to online media sources. In this case, you would need to create an online
presence so media can find you.
To accomplish this, you should combine a targeted plan with a keyword-rich and
intriguing title. An example would be the book titled Chicken Soup for the Chiropractic
Soul, which would resonate with many people today. It’s also an easy find for
reporters who are searching the Internet for wellness, health, and fitness topics. In fact,
your book’s subtitle could read something like “Stories of Inspirational Healing,
Laughter, and a Lifetime of Wellness.”
You can also expand your brand by exploring the up-and-coming opportunity of
Internet TV. Internet TV creates opportunities for professional networks and solo
entrepreneurs alike. No matter who you are, you can create high-quality content that
can be easily consumed by anyone, anywhere, at any time.

Launching a top-notch Internet TV program will help you build an audience as well as
an online presence, both of which will go a long way in promoting your book. One of
the top gurus in Internet TV today is Andrew Lock, the creator of Help! My Business
Sucks! His site, helpmybusiness.com, is worth looking into.
All of these events are complete Win-Win scenarios for everyone involved!
According to James Mulvany, the founder of Radio.co (the United Kingdom’s fastest
growing and leading internet radio medium), internet radio is helping shape the next
generation of internet radio by making it accessible to everyone. An all in one solution
that allows you to easily manage your shows, curate your music, invite your friends, and
let listeners tune in from their phones is where the future of radio is headed.
Let’s conclude with a very interesting observation Dan Kennedy made in his book
(Book the Business):
The most important point to grasp is that merely attaining technical excellence does not
automatically bring excellent income. The highest income people, they tend to get paid
more for who they are rather than for what they do.
You are not entitled to a high income. Just because you have your law degree… your
doctor degree… your certification in whatever… and 25 years of experience… etc. This
does not mean you will automatically get paid more.
Think about athletes. NBA player Derrick Rose who plays for the Chicago Bulls is one of
the highest paid athletes—even though he has been riddled with injuries most of his
career. Tim Tebow, whose NFL career never put him in the same category of the best
athletes in the game, made millions in endorsements. Why? In one manner, he did it
simply for being “Tim Tebow.”
So building up who you are is vastly more important than what you do or your
competency level.
One way you fundamentally increase your income is by increasing your value to those
who pay you money. But most business owners invest all their energy in only one
means of increasing their value: “doing their thing” better.
If you want to leap-frog to a much higher income and business success, then you must
master the skill of marketing yourself as a brand and use a more sophisticated
approach to your practice and your work with patients. Then you focus on learning
the strategies that are proven to catapult wealth!

PRESENTATION TO ENDORSEMENT COLABERATOR
A logical place to start looking for your first endorsement partner is by doing an
inventory of business relationships you already have—social media influencers,
college alumni, friends, fraternal organizations, chambers of commerce, and all
business associations of which you are a member. You only want to spend your time
and energy on businesses that can accurately track all of their past and present clients.
Who else is providing a non-competitive product or service successfully to your ideal
client base?
Concentrate your efforts on those business owners who want to not only grow their
business but are also willing to help you grow your medical practice.
Brainstorm with your staff. Develop a mastermind group so as to identify your list of
potential influential endorsers. Initially, be open to a wide range of ideas. Allow
yourself to consider a variety of businesses whose clients would be a perfect match for
your products and services.
Let's say that, after your mastermind brainstorming session, you have a list of 23
potential endorsement marketing partners.
Focus your efforts on the most obvious and easiest to accomplish endorsement
marketing campaigns.
Keep your primary goal in mind: you are seeking a company that is working just as
hard as yours that can help your business extend its reach and grow its bottom line by
tapping into its resources.
Remember that this strategy affords you the ability to associate your brand with
another strong company, one with an excellent reputation that appeals to your
audience. Doing so extends your brand power beyond transactional thinking. It means
moving from a strictly inbound, conversion-driven approach to focusing on brand
leverage.
As you put together your endorsement, you will be pointing the similarities between
your patients and their clients. You should focus your message on the goal of
enhancement for both company’s products and services.

You now scale that list to come up with what I call a “Dream 10 List.” Your Dream 10
List contains the ten individuals and businesses that most closely match your criteria
for the perfect endorsement marketing partner (based on the characteristics of the list
we will discuss in a minute).
Before you even make a list of your Dream 10, however, you must prepare a
promotional "Preheat Proposal."
Before you approach a potential influential endorser, you must make certain, on every
level that you can to make your future endorsement partner feel completely
comfortable with the endorsement strategy. After all, they’ll be giving you limited
(controlled by them) access to their client base.
Your Preheat Proposal is an assurance that the endorser is recommending the best
possible person to their client list. When the roles are reversed, you too will want
every guarantee that this person will treat your hard-won patients with the utmost
care.
Put your best foot forward. Invite them for a tour of your facility, website, introduce
them to employees, sales force, vendors, and so on.
This is your opportunity to fine-tune your image. Approach it as if you are going to
apply for a large business expansion loan. The bank or lending institution is going to
want various documents from you in order to both qualitatively and quantitatively
support their decision to loan you money.
Be prepared. Have all your documents in order and ready to be presented.
Remember when you applied for your business loan to begin your practice? To get
that loan, you needed to have all your ducks in a row, you needed to have your
financial documentation in order, you needed to provide a business plan. Likewise
with your endorsement proposal, you’re going to present yourself and your practice in
the very best light possible.
The very last image you will want to present is one that suggests that you woke up this
morning and thought, “Gee, let me go out and get an influential person to endorse me
today.”
Below, we have put together a list of some components that should be in your pre-heat
presentation package.

By no means is the list below complete; it’s meant as a guide that you can follow to take
action right now. You are only limited by your own creativity. Once more, brainstorm
with your staff, various mastermind groups, and fellow colleagues for more great ideas.
We also invite you to read our book “The Power Position Secrets of the Top 1%
Chiropractors” for additional ideas about how to strengthen your practice.
*****
As you can see, establishing your credibility within everything that you are doing
opens many doors, and behind those doors lies an abundance of opportunities, all of
which make you that much more attractive to patients and your Endorsement partner.
And don’t underestimate the power of your written word—no matter what business
you’re in, your book paints a clear picture of who you are and what you do. It also gives
your prospects an appreciation of your values, beliefs, and personality. By the time
they decide to see you, they are past the exploration stage. They already have an
understanding of your style and personality. They have chosen you because they
believe you are a good fit for them.
* People like to buy; they don’t like to be sold!
Unlike someone your patients have never met before, where the anxiety level is quite
high, you are perceived as a familiar face. Clients are looking for a seller (in your case, a
medical provider) they can trust. For that reason, it’s good to enable them to develop
trust in you as an expert and as an authority.
As such, your success hinges on creating and maintaining professional-looking
marketing and promotional materials. Make sure that your office screams not only of
success but sends the message that an authority in your specialty resides here and in
the geographic area. You need to give samples away to your partners’ patients and
clients. Give away copies of your books, articles, and white papers (when you provide
this information, make sure your content is strong, current, and relevant).
As stated above, all these things allow you to grow, build your appeal, and separate
yourself from the competition:
 Building up your brand.
 Increasing the quality and quantity of your patients.
 Building your relational capital.
 Maximizing your marketing efforts

 Capitalizing on untapped opportunities
 Generating additional income.
To review: to succeed with this type of medical practice enhancement strategy, you
must establish your credibility! You must develop your brand so as to attract more
patients and future Endorsement collaborators.
Your mission is to find the most lucrative bell cows and centers of influence, the ones
that align with your desire to maintain an impeccable reputation and who are just as
committed as you are to working hard toward the success of your collaboration.
Do something for them, not you! Build trust and build a solid relationship. Show them
that you are trustworthy. Differentiate yourself from your competitors by looking and
acting the part as a person of influence and authority.
Again, locate a center of influence that knows a lot of people who are just like them.
Then find out what they want, build a relationship with them, and deliver value. These
actions create reciprocity.
Then… you ask them to do what you want them to do.
Say this openly and often to these partners: "I want you to passionately,
enthusiastically, and consistently market me to your entire database—just the same as
I am committed to doing for you."
Now, it will be time to determine what it will take to get started. As your potential
Endorser, “What do I need to do upfront for you, in writing, so that you will do that for
me?”

COMPONENTS OF ENDORSEMENT LETTER
This is an example of the elements sent by your endorser to their clients and it will
serve as a simple guide for you to follow. Your endorsement letter should be no longer
than one page. Keep it brief, interesting, and valuable.
 Thank your client for their loyalty; show your appreciation of them as clients.
 State the reason you are writing the letter. Introduce and tell your client about the
other business you are endorsing.
 Mention that you have arranged a special promotional offer from the other business
that is available exclusively to your clients.
 This offer is a bundle or group of products and services that have a high degree of
perceived value the eyes of the client reading your letter.
 Tell your client exactly what they are supposed to do to redeem your offer. For
example, they may need to mention something like “offer #A5,” or promotional
package “group W,” or the special package for new clients. Please get creative and
remember to build some excitement into this.
 Your endorsement letter should also specify a time and date that the offer is good for.
 Thank your client again. Remind them how much they mean to you and urge them to
take advantage of what you and the other business owner have arranged for them.
* This was an example and a simple guide for you to follow. Again, your endorsement
letter should be no more than one page in length. Keep it brief, interesting, and
valuable.

TARGETING
“The selection of potential customers to whom a business wishes to sell
products or services. The targeting strategy involves segmenting the market,
choosing which segments of the market are appropriate, and determining the
products that will be offered in each segment. A business offering multiple
products can determine if the various segments should receive one generic
product (such as in mass marketing), or if each segment should receive a
customized product (multi-segment), based on the market's diversity, maturity,
the level of competition and the volume of sales expected.” ---
BusinessDictionary.com
Using the same mindset as you would use to acquire new patients, you will need to
focus on your ideal affiliate partner. As we have been demonstrating, endorsement
marketing relies on the exciting marketing synergies that occur between organizations
large and small, private and public, not-for-profit and for-profit; therefore, you must be
prudent in your pursuit of new Endorsers.
With a bit of due diligence, you can master this time-tested and proven strategy.
Multiple business statistics and journals bear out the massive advantages of
collaboration. More than ever before, brands are coming together to create
commercial value for themselves and their endorsement partner brands by practicing
in smart collaborations and putting partnership marketing into play because 1.
Partnership marketing enables brands to reach their target audiences, and 2. these
partnership marketing agreements provide access to clients quickly and project
instant credibility to your new patients or clients.
In 2011, Ron Kunitzky wrote an exceptional book outlining specific benefits, “Practice
Marketing: How to Grow Your Business and Transform Your Brand through Smart
Collaboration.”
Mr. Kunitzky writes that business collaboration provides many business opportunities
in under-served markets. Partnership marketing leverages another brand’s assets and
strengthens brand image.
Additionally, Kunitzky confirms that Endorsement marketing builds stronger
relationships with customers. Endorsement partnerships generate new streams of
revenue, increases customer retention, foster innovation, allow you to befriend the
competition, are cost-effective to implement, and do not have to be an alternative to
other marketing strategies. That last point is important—this type of marketing
activity is complementary to your other approaches to marketing and, moreover,

purely leverages the assets and marketing vehicles of the members of the partnership
to provide greater value to all parties. As such, mutually beneficial partnership
marketing requires that both partner brands have an established business and
complementary core competencies that they can bring to the relationship.
To know if this type of business development strategy would work for you, Mr.
Kunitzky proposes some key questions that you must consider, such as:
o Do I have a compelling and competitive value-added offer to bring to another
brand?
o Is the brand that I have identified as a potential partner a good strategic fit, and
will the offer made available by the partnership increase sales traction for my
service?
o As the brand making available the value-added offer, how much money can I
dedicate to this offering while still staying within the company-targeted cost per
acquisition (CPA) to acquire a new patient?
The next step deals with identifying and targeting the audience to determine the
frequency of interaction and the size of the Affiliate’s customer base.
As you meet with potential affiliates, remember that your primary goal is to make sure
they align perfectly with the way you conduct business, the value you place on your
“good name,” and the loyalty you strive to build. You must evaluate your Endorser’s
audience; therefore, it is imperative that you approach your prospective collaborator’s
clients with a bit of scrutiny. For example:
 Ask your prospective partner brand who they appeal to. What is their audience
and how and when do their customers buy their products?
 The partner brand should have similar customer profiles to your brand in terms
of, for instance, age, gender, income, lifestyle, life stage, behavior, hobbies,
interests, likes and dislikes, and needs and wants.
 If you’re engaging with a program to market online only, make sure you
understand where their traffic is coming from.
 Get an idea of how and how often they interact with customers.
 Be sure to understand how many customers the partner brand has or how
much traffic they get on their website.
 Find out how many people walk through the partner brand’s stores on a given
day, visit their websites or social media pages, and read their e-newsletter and
blogs. It’s important that you understand the frequency of their marketing
programs and how many customers they engage through each and every one so
that you can reasonably forecast the results of a partnership.
 Learn what types of response rates they get for their different marketing
vehicles and programs. By understanding your partner brand’s marketing

tactics and strategies as well as you do your own, you can leverage the most
valuable vehicles to drive your program forward.
To determine whether you have a connection with a partner brand, you can ask the
partner brand the following questions, and have them ask you the same questions:
a. Do you know how we generate revenue for our business?
b. Do you know which marketing communications vehicles and sales channels we
use to acquire new customers?
c. Do you know how we retain our customers and facilitate repeat transactions?
d. Do you know about our products or services and any new ones that we are
offering?
e. Do you know what markets we operate in and what regions we sell to?
f. Do you know what types of product enhancements we are developing for next
year?
g. Do you know what our end customer profiles look like?
You must also realize that some of this information is confidential, so the partner
brand may not be willing to just open up their marketing plan for you to read. This can
be resolved easily by both parties signing a Non-Disclosure Agreement. Before you get
to that, however, consider that if neither of you can effectively answer at least five out
of the seven questions about each other’s brand, then you are not connected. There is
always an opportunity to address this: get connected and build that bridge to work
together more effectively.
Your goals must align or this collaboration will simply not work—we can’t stress this
enough! You need to ask “good” and complex questions of your potential Endorser.
Again, you need to really understand their goals for the venture. You also need to
uncover what economic values are driving each organization toward the other. Before
you meet with a single person, you must clearly establish and formulate your short-,
medium-, and long-term goals, and make sure that they align with those of this other
person. Along the same lines, you need to determine your own revenue targets. You
need to establish, for yourself, what this venture will need to accomplish for you to feel
it was successful, and then make sure the other person is on the same page with this
vision of success. You will need to collectively come up with a realistic plan to get
there; this plan should also include things like all the necessary obligations,
commitments, and costs that each of the parties is going to take responsibility for.
Once you have set your goals and have an agreed plan in place, it’s important to revisit
them with your affiliate partner on a regular basis. You’ll want to ensure that these
key points always stay relevant. Add new goals as you need to and modify existing

goals as market demand for your medical services and your endorsement partner’s
products and economies change.
YOUR ENDORSEMENT LETTERS
Strategic networking is accomplished through a letter of endorsement written by you
to your patients, and one by your endorser written to their clients.
A brief recap of how strategy functions:
I. You own medical practice “A.” Your friend owns business “B.” You both have a list of
loyal patients and clients who know, trust and respect each one of you.
II. Use both sets of stationeries (yours and business B’s). In your envelopes, you will mail
a letter to your patients singing the praises of “Business B.”
III. On their stationery and envelopes, your “Business B” friend will send a similar letter
signed by them and mailed to their clients singing the praises of your practice.
As you can tell, these examples are intended to be easy to learn. Study the wording and
the flow of the letter. Pretend that you are writing this letter to your friend.
EXAMPLE OF AN ACTUAL ENDORSEMENT LETTER (one that has been successfully
tested in the field). Later on in this chapter, we will provide additional sample
endorsement letters for you to review, study, and use.
Using the methods outlined in this chapter, this actual client put together a killer letter
recommending his endorsement partner. Note that because this is an actual strategic
networking marketing letter, names were changed for reasons of confidentiality.

Dear client:
Thank you for being such a valued client!
Just a quick note to tell you how much your patronage means to me. Good clients like
you are hard to find and we highly appreciate you very much! We want to do
everything we can to make certain you are pleased!
I would like to introduce you to a good friend of mine, Greg Cook, the owner of XYZ
Business Solution.
XYZ is a leading marketing and business development consulting firm. Their services
are uncommon, their reputation is exquisite, and they stand behind their services with
an exceptional guarantee. I believe their services would help you.
They have been involved in the business for nearly 50 years. Greg has started, run, and
sold several businesses—three of which sold for eight figures.
Eighteen years ago, Greg started XYZ Business Solutions and grew it to be the world's
largest and most respected training and support organizations for marketing and
business development consultants.
He has trained thousands of "average" people around the world to be very successful
consultants, many of whom have incomes well into the high 6 and 7 figures.
Recently I teamed up with this world class business solutions expert and the #1
International Bestselling Author Greg Cook. As a special consideration for my valued
clients, I have arranged a special offer you from the owner of XYZ Business Solutions.
You will get supreme quality, with a 100% money back guarantee. Because you are a
valued client to our firm, they are gifting you an hour consultation with a complete
review of how you can improve your current production. This is normally a ($xxx
value).

Continued from previous page
The phone number to XYZ and Associates is 555-1212. Please ask to speak with
(Marcia).
Please provide her with the code number indicated (at the bottom, top right-hand side,
etc.) of this letter. She will be glad to schedule a convenient time for you to come in
and select your gift.
Please call as soon as possible. This offer is only valid for my clients for the next (30
days).
Warm Regards,
Your name
This is how to put your endorsement marketing campaign on "HIGH ALERT."

CHECKPOINTS FOR THE ENDORSEMENT LETTER:
An endorsement letter has six essential elements that make it successful:
 Thank the client for their patronage.
 State the reason for your letter.
 Introduce the business, service, etc. that you are endorsing.
 Mention the fact that you have arranged a special incentive or inducement for
your clients only! Tell them exactly what they will be getting, how good of a deal
it is, and so on.
 State clearly what their customer is supposed to do; e.g., call and mention the
endorsement letter, come in for a special customer only purchase or service.
Please note: it doesn’t matter what your practice specialty is—whether it’s sports
medicine practice, you work primarily with elderly patients, or general medicine.
Simply modify this letter for your particular business.
* In the following pages, you will find two examples of actual letters sent by past clients to
set up their Endorser/Recipient Marketing. Feel free to use these letters as they are, or
modify them to fit your needs.

LETTER 1 --- COPY OF ENDORSEMENT LETTER (To Endorser’s Clients):
* Note, the details of this letter (on previous page) can, and should be, altered to meet
your specific need and offer that you will provide you Endorser’s clients.
Dear Client:
Just a quick note to tell you how much your patronage means to me. Good clients are hard
to find, and we appreciate you greatly! We want to do everything we can to make certain
you are pleased.
A good friend of mine is Dr. XXX of XYZ Medical. Their medical services are great, they
have a wonderful reputation, and they really stand behind their chiropractic services with
an exceptional guarantee.
I feel Dr. XXX’s services products would be very helpful to you and your family.
As a special consideration for my valued clients, I have arranged a special offer you from
Dr. XXX’s medical practice. You get a complete set of supreme quality (product or
service) with a 100% money-back guarantee on (this, this, and this).
Because you are a valued client of our firm, they are gifting you (this, this, and this) for
only ($49). This is normally a ($295) value.
The phone number to XYZ and Associates is 555-1212. Please ask to speak with (Marcia).
Please provide her with the code number indicated (at the bottom, top right-hand side, etc.)
of this letter. She will be glad to schedule a convenient time for you to come in and select
your gift.
Warm Regards,
Your name

LETTER 2 --- FROM YOU TO YOUR POTENTIAL ENDORSER (You may wish to either
mail or hand-deliver your offer letter to your influential endorser):
Dear Endorser:
I have a unique proposal for you. It is a very simple way to you to add to your bottom line
with no effort and investment on your part.
I have gifted to you an Endorser/Recipient Relationship Marketing package. These
marketing materials will help you understand how easy it is for both of us to establish an
Endorser/Recipient Relationship. I have chosen you because you have an outstanding
reputation in the community, the respect of your peers, and the admiration and loyalty of
your clients.
Please review the enclosed materials. Your Endorser/Recipient package provides
everything you need to know to benefit from Endorser/Recipient relationships.
I have arranged this for you as an educational process, and together we can use the
leveraging marketing power of Endorser/Recipient relationship to build up and strengthen
our businesses.
This marketing concept has been responsible for phenomenal business growth and has as
much as doubled the client base of those who use this system.
To make you feel completely comfortable and satisfied with my practice and valuable
services I offer, I invite you, your staff, and your family to visit my office for a tour and to
get acquainted.
I have arranged this for you as an education process, and together we can utilize the
leveraging marketing power of Endorser/Recipient relationship to build up and strengthen
our businesses.
This marketing concept has been responsible for phenomenal business growth that has as
much as doubled the client base for those who utilize this marketing system.

To make you feel completely comfortable and satisfied with my practice and valuable
services I offer, I invite you, your staff, and your family to visit my office for a tour and to
get acquainted.
The following are some of the benefits you will receive from participating in an
Endorser/Recipient relationship with me. You will learn how to:
 Recoup every penny you have ever spent on advertising.
 Earn extra profits from your existing clients.
 Eliminate the expense and time spent acquiring new clients.
 Obtain a constant stream of new clients while eliminating costly and ineffective advertising.
 Continually profit from the clients of other businesses and practices.
 Never worry again about acquiring new clients.
 Learn developed, tested, and proven success strategies for explosive results.
Your clients will benefit by receiving a complimentary service package from my office. Your
clients will be told in the endorsement letter that you have arranged this for them. It is your
way of showing your appreciation for their patronage.
I will do all the work, pay postage and stationery costs and make sure everything is kept on
track. All you have to do is review the sample endorsed letter that has been provided for you.
It can be modified to fit your specific needs.
I hope you are as enthusiastic about this idea as I am. I believe it is a winning deal for both
sides. I look forward to hearing from you soon.
Warm Regards,
Your name

To conclude, Mr. Kudnitzky states it very well when writes that “It costs money, time
and resources to market on your own. Everyone needs to do it, but if you are looking to
bring costs down, then aligning yourself with a marketing partner who can deliver
your offer to their customers will bring down the overall customer acquisition cost for
your business and balance out those costly direct marketing and media channels.
Infusing ‘value-added marketing’ to your collaborations may commit you to giving a
unique offer or even a free trial of your product or service to the customers of your
partner brand. It’s a cost that most companies are willing to incur for not having to
spend dollars on marketing materials, collateral and other marketing activities when
marketing directly. All of the above—increasing revenue/market share, increasing
mind share and increasing profitability—are reliable indicators for growth in any
organization.”
Mr. Kudnitzky continues by upholding that one can increase mind share through the
implementation of brand awareness marketing partnerships which can drive economic
value in different forms. In the case of sponsorship programs or content marketing,
you are taking advantage of the reach that a given partner brand has with your target
audience and are making your brand highly visible to them, increasing awareness for
your brand, products, services, and website as a result.
For the Endorser/Recipient agreement to function on all cylinders and take off, keep
your focus on the following things:
 What contributions are you and your affiliate willing to make?
 What is the economic value to your business and the growth of your company?
 Will both of you be increasing revenue, market share, and brand awareness?
 You must weigh the economic value against the overall profitability of the
venture.

ENDORSEMENT CASE STUDIES:
You are a new dentist to the area. You develop a business relationship with a
successful chiropractor who has a huge patient list. You discover that what the
chiropractor wants is help with public relations or social media.
Why not hire a PR or social media freelancer to help the chiropractor learn how, with a
little help, they can do this for themselves? Using the services of a freelancer with a
great reputation will be efficient, inexpensive, and produce excellent work.
In the eyes of that chiropractor, you have just positioned yourself as a business person
who cares and provides valuable business services. You have now earned the right to
be endorsed. There is, moreover, always the possibility that the chiropractor may not
say they want or need anything and just endorse you anyhow.
You have now eliminated—forever—your competitors’ hopes of getting recommended
by this smart chiropractor. You will feel great about what you have just accomplished
and will have made a valuable friend and business associate. Now for the best part: the
chiropractor can now recommend other professionals who would be ideally suited to
arrange an endorsement marketing strategy with you!
Here are some real examples from actual clients:
Example One: Dr. Eugenia Bailey has a successful chiropractic practice in town. She has
relied only on the usual ways chiropractic practices acquire patients—social media,
fraternal organizations, yellow pages, mailers, referrals, health fairs.
After some reflection, Dr. Bailey realizes that there are many local non-competitive
healthcare providers and businesses who also wish to improve and enhance their
practices. After learning how to join forces with these professionals, she deduced that she
could create a mutually beneficial relationship with accountants, general practitioners,
plastic surgeons, massage therapists, dentists, financial planners, podiatrists,
ophthalmologists, optometrists, and professionals in a variety of other fields.
* Dr. Bailey, in this case, is the Recipient of an endorsement from an influential
professional.

Dr. Bailey’s office is situated in a busy medical complex near the office of Dr. Curtis
Franklin, DDS. Dr. Franklin has 1,300 patients and agrees to endorse Dr. Bailey to all of
them.
Each of Dr. Franklin’s patients was sent a letter endorsing Dr. Bailey’s practice. Each
patient was given a complimentary exam and consultation certificate. Dr. Bailey also
gave each of Dr. Franklin’s patients a medical booklet she wrote that covers several
important health topics. This endorsement resulted in 43 new patients for Dr. Bailey.
Dr. Bailey, in turn, wrote a letter to all of her patients endorsing Dr. Franklin’s dental
practice. All of her patients received a complimentary dental exam, dental care kit, and a
reduced fee payment plan—available only to her patients—from Dr. Curtis’ practice.
Dr. Bailey’s endorsement resulted in 27 new patients for Dr. Franklin. As you can see,
each professional used the marketing power of their loyalty, professionalism, and
credibility to benefit each other’s practices.
One of the many perks of this type of relationship is that Dr. Bailey has taken a leap
forward in building her practice. By simply using the relationships she has built with
another successful practice, she bypasses thousands of dollars of overhead normally
needed to acquire new patients.
Example Two: Dr. Joan Thompson has a successful private practice specializing in
geriatric medicine with over 1,100 patients. Her office is near the office of Dr. Alan Kyle,
who has a large chiropractic clinic with 970 patients.
Dr. Thompson and Dr. Kyle knew one another from charities they were both involved
with, the church they both attended, and the wine club they both belonged to. Basically,
they both ran in similar circles.
Dr. Kyle sent a letter to all of his elderly patients endorsing Dr. Thompson’s services.
Each of Dr. Kyle’s patients was given one complimentary health exam, nutritional
guidance consultation, and a free copy of Dr. Thompson’s medical advice booklet, “Better
Health for Seniors.” Thanks to Dr. Kyle’s endorsement, Dr. Thompson received 35 new
patients to her practice.
Dr. Thompson also endorsed Dr. Kyle’s Chiropractic clinic to all her patients. Many of her
patients have problems with osteoporosis, their joints, and lower backs. Each of Dr.
Thompson’s patients received a complimentary spinal exam, massage, consultation, and a
special price incentive (exclusively for her patients). Dr. Kyle received 29 new patients
from Dr. Thompson’s endorsement.

Example Three: Dr. David Stewart belongs to a health club. He wanted to attract as
many health club members to his practice as he could through the endorsement of the
health club owner.
Each club member received a letter extolling the benefits of Dr. Stewart’s commitment to
improving health, reducing back and neck pain, and continuing education.
The letter stated that the owner of the health club arranged for them to take advantage
of Dr. Stewart’s services. The package included spinal screening, necessary x-rays, first
initial adjustment, and sports injury and prevention educational reports.
Dr. Stewart gave himself freely to the health club members. He now has access to many
new patients. Of the health club members, 80 took advantage of his services. 40
members became regular patients, and each of those patients remained with Dr. Stewart
for over three years. Dr. Stewart was also the beneficiary of many referrals from these
health club members.
The health club owner endorses Dr. Stewart every six months to all new members. Dr.
Stewart conducts members-only health clinics on sports injuries, as well as back and neck
pain prevention. He also reciprocates by donating his chiropractic services to the health
club’s employees, its owner, and his family.
One of the many benefits of this endorsement strategy is that it gave Dr. Stewart a
shortcut to building his practice. He has used the customer, patient, and client
relationships of other successful businesses. These professionals have everything already
in place—they have spent hundreds of thousands of dollars on overhead to acquire their
customer, patients, and clients. Dr. Stewart accessed all of this instantly.
Example Four: Dr. Yvette Rizzo has a successful chiropractic office in her hometown. By
her admission, the practice was doing well; it was paying for itself, but not excelling. She
was always there and couldn’t quite afford to take on additional help. She decided to
approach every Auto Body Repair shop within 15 miles of her practice. She approached
the Auto Body industry because she thought of it as a natural endorsement ally for the
chiropractic industry.
The owner of the Auto Body shop sent a letter to all of his customers telling them about
the extraordinary chiropractic care Dr. Rizzo gave. His message raved about how Dr.
Rizzo’s treatments are beneficial, healing, and affordable.
The letter further stated that, as a special bonus for their patronage with the repair shop,
a complete package was arranged for them, which included x-rays, a spinal exam, an
adjustment, and educational reports from Dr. Rizzo.

The repair shop has not paid anything to Dr. Rizzo. It is strictly perceived value. It’s a
cash-saving strategy that builds large practices in a short amount of time.
As a result of this relationship, Dr. Rizzo received a total of 50 new patients from the Auto
Body shops that endorsed her.
Each patient remained with Dr. Rizzo an average of three years, with revenues of $100
per month from each—$5,000 per month additional income for the next three years, all
from a single month’s endorsement campaign. And note that this doesn’t even include
any of the referrals she got from these 50 patients.
Additionally, by continuing the endorsement relationships with the Auto Body Repair
shops on a consistent and monthly basis, Dr. Rizzo could as much as triple the revenue she
receives as a direct result of these endorsements.
Important Clarification and Commentary:
There are professional limitations governing the behavior of chiropractors when it
comes to referrals and what a doctor may or may not be able to do when a referral fee
or an endorsement fee is involved.
But, as we covered in earlier chapters, there are several exciting, creative, legitimate,
and ethical workarounds available when you write a book that aren’t allowed with
standard advertising.
If a book isn’t what interests you, then there are goods or services a chiropractor can
pay for as their way of saying “thank you” to all the professionals who endorsed them,
without violating any professional codes of conduct. Chiropractors might be able to:
 Pay the Host a set fee for their endorsements.
 Endorse each of the other professionals to their patients.
 Pay fees for Marketing or Advertising Consultants.
These are but a few examples that have already been used by successful chiropractors.
Choose any of these or use your creativity to come up with more.
When reading through this chapter, you may begin thinking of various examples from
the retail industry that would work quite well with your practice’s specialties. You will

apply creative ideas to think of ways these business owners can use
Endorser/Recipient relationships.
Wherever you promote your medical practice, chances are you will find your
competitor there too, be it on Facebook, newspapers, Twitter, magazines, yp.com,
direct mail, Yelp, e-zines, catalogs, or any other venue where advertising takes place.
Don’t be discouraged by this—in fact, this is exactly what you want! You want to be
right next to them, where their patients can compare your practice against theirs and
compare your status as an expert versus that of your competitor.
The fact that wherever you promote your medical practice, you will see your
competitor in the same gallery is the very reason that Endorser/Recipient marketing
works so well. Your competition is nowhere to be found—or, in this case, endorsed.
Your imagination is the only thing that will limit you in implementing the strategy you
need to create a competitive advantage that features upgrades, rebates, trade-ins, and
services. There is always some twist that you can apply to establish your competitive
lead over your competitors.
Perhaps there is no greater—or purer—nugget of fact to be shared and assimilated
than these strategies to clearly and defiantly point out the mammoth differences
between your medical practice and that of your competitors’ (regarding various
aspects from branding to knowledge, public visibility, and pricing). In turn, you will
receive the hard-earned blessings from non-competitive companies, which will
provide you with opportunities to reach a rich pool of patients without traditional
advertising.
Now is the time to declare your medical practice’s unique benefit, essence, appeal, or
promise that you feature—and guarantee—to prospects (one that no other competitor
offers). You must present a clear, concise, and compelling reason that will make your
prospect aware of what your practice can do for them. Make your medical practice the
clear choice for competitors’ patients so they will transfer their loyalties from your
competitors’ practice to yours. You just have to give them a reason to stay!
It could be anything you offer that gives consumers a reason to choose you over all of
the other practitioners. It’s the most important factor in gaining a competitive
advantage. Again, your unique competitive selling benefit or proposition must be
something you are committed to delivering!
The Strategic Networking model allows you the opportunity to get all the new patients
that you want without advertising. You just need to be creative in your pursuit of these
new business avenues. Seek out the companies that may enhance your practice with

their patients or clients. Service these new patients diligently. Provide them an
outstanding level of performance and you will surely benefit from the valuable
business opportunities they bring.
*****
Dear Reader/Client:
Our primary goal with this chapter (in fact, with the whole book) is to transfer our
wisdom and practical knowledge directly to you. We have done our very best to
provide this to you.
However, sometimes, through no fault of our own, we might have missed something
that would cause you not to fully understand the strategies we are trying to convey.
Based on the tactics described in the chapters that you have just read, is there anything
that you didn't understand? Did we miss in our delivery of this plan?
Do you feel confident enough that you could go out today or tomorrow and begin
implementing these strategies on your own?
If not, what else would you need from us so that you can implement this game plan?
As the authors of this book, it's our obligation and duty to you to make sure that you
fully comprehend the training in its entirety. In fact, even if you understand the
strategies fully and just need someone to walk side-by-side with you; call us, we will
gladly help you (530.492.9971)!
Please contact us via email (if you prefer), but let us know how we can help you in your
quest to master this strategy. We cannot stress this enough, we are here for you!
Warm regards,
Steve and Claudio

THE VALUE OF A LOYAL PATIENTS
Now is the perfect time to discuss a profoundly important piece of the strategy: the
Lifetime Value of a Patient.
If you don’t truly know how much a patient is worth to your practice over the long run,
you are doomed to become complacent and open yourself up to having your patients
targeted for capture (which, incidentally, is occurring every day by every one of the
other chiropractors in your geographical area).
Your patient’s lifetime value represents the average profit you receive from your hard-
won patient over the entire time you expect them to do business with you. If you have
never thought about a patient’s long-term value to your practice, you have obviously
never calculated their lifetime value. Here’s how to do it:
 Determine what a patient costs by dividing your marketing and advertising
budget by the number of patients it produces.
 Determine your average sales, cost per service, and your profit per sale of
service.
 Determine how much additional profit a patient is worth to you by the number
of times they receive your services.
Question: Do you now know how much each patient is worth to you? Also, do you now
know how much money you can afford to spend on advertising to get one new patient?
Every medical practice knows that patients are their life’s blood. Yet, sadly, very few of
them ever fully understand the financial impact each patient can have on their practice.
Therefore, until you have calculated how much a single patient is worth to you, you
can’t possibly know how much you can afford to spend to get a new patient, or what it
can cost you to lose a current patient!

Understanding the Actual Value of Your Patient
This next portion cannot be overstated: if you do not truly know how much a patient is
worth to you over the long run, you are doomed to become complacent and open
yourself up to having your patients targeted for capture by someone else!
Your patient’s lifetime value represents the difference between having a successful
medical practice—one whose future direction and tone is under your control—and
having to shut down your practice and join someone else’s, operating under their
vision and mandates. It represents the death of your dream!
Always bear in mind this reality of business: every day, in every town and city across
America, a “going out of business” sign gets hung on someone’s door. Each and every one
of those signs means that someone’s dream has ended! Now, businesses close for
many reasons, but the question begs to be asked: “How many of these business closures
came as a result of not understanding and implementing superior patient targeting
strategies?”
Regrettably, traditional marketing theories suggest that your “best” prospect is the one
that has never bought your product or used your service before. Unfortunately (for
those who buy into these marketing theories), according to a multitude of national
marketing statistics, that segment makes up only 5% of the total market.
The deepest pool of potential new patients is the 95% that has already bought your
medical service. Therefore, to maximize your current advertising and public relations
budget, all of your marketing efforts should be spent creating huge loyalty gaps
between your practice and your competitors’ through the use of quantitative
incentives and upgrades.
Think strategically. Think of incentives. Think of irresistible offers that will draw both
current and future patients your way.

NET MARGINAL VALUE OF A PATIENT
The net marginal value is the final point of the chapter. It’s the colossal WHY of this
entire book and each of the strategies presented within it. On the surface, this may
seem so obvious that it isn’t worth mentioning at all. If only it were that simple! Too
many doctors (and business owners alike) don’t seem to fully appreciate the fact that
patients keep your doors open, food on your table, and clothes on your back. Very few
doctors and business owners understand accurately and quantitatively just how much
each patient is worth to their practice. So, without further ado, allow us to briefly cover
the marginal net value of your patients (which ties this whole strategy together and
makes your return on investment stand up and salute).
Every year, companies invest countless man-hours and resources in acquiring new
patients. Budgets are set, personnel are assembled, and meetings are held. We
strategize, scrutinize, and improvise ways to attract our next significant patient. Do we
spend 30% of our advertising dollars on print media this year (as opposed to the 25%
from the previous year)? Do we invest more funds in our website? Maybe we should
be spending our money attending more trade shows? Do we set up more face-to-face
meetings?
Far too often, a minimal amount of thought goes into strategies for keeping hard-won
patients over the coming years. We just assume that they’ll stick around for years to
come.
You need to understand exactly how much it costs to acquire each patient before
making any assumptions regarding how long you can retain a patient. You need to
calculate your patient’s Marginal Net Worth. The marginal net worth represents the
average profits you receive from a patient over the entire time you expect them to do
business with you. If you have never thought about a patient in this manner, or you
have never calculated a patient’s marginal net worth, try this:
 Determine what a patient costs: divide your marketing budget by the number of
patients it produces.
 Determine your average sales and your profit per sale.
 Determine how much additional revenue a patient is worth to you by how many
times they purchase services from you.
Do you know how much each patient is worth to you? And how much advertising
money you can afford to spend to get one? Every business knows that clients or

patients are its lifeblood. Very few medical practices fully understand the financial
impact each patient can have when they switch their loyalty to a competitor. Until you
have calculated how much a single patient is worth to you, you can’t possibly know
how much you can afford to spend to get a new patient, or what it costs you to lose a
current one.
Now that you understand the value of each patient, you also need to know that no
matter how good a job you have done with a patient, you can never prevent your
competitor from knocking on their door. Therefore, as you strategize annually about
the number of new patients you want to pull into the fold, you need to make retaining
patients through education and loyalty your NUMBER ONE priority! It is incumbent
upon you to make sure that your patient is thoroughly satisfied. Let the patient be your
best gatekeeper!
It is also crucial to remember that, just because you have been around and servicing
your patients for a long time, it doesn’t mean that your patient won’t be curious;
enticed; and, in time, surrender to a new product or service provider. Don’t fool
yourself into believing that your patient will automatically keep coming to you.
* When those thoughts flood your ego, just remember the American Auto
industry—they too thought they were impervious, but just look at them today.
The quickest way to lose a patient is to oversell yourself and then under-deliver the
goods! In other words, don’t promote yourself as a standout professional, better than
all others, and after the patient gives you their trust and business, you don’t come
through for them, don’t follow up promptly—you, to put it bluntly, neglect and blow off
that hard-won patient.
If, for whatever reason, you’re unable to deliver a proposal, unable to make a meeting,
or simply can’t deliver an item, you must be thoughtful. People are reasonable. Your
patients understand that things happen: tires get blown, traffic is horrible, inventory
delays, personal emergencies occur unexpectedly. If you are delayed, can’t make it for
the agreed-upon meeting time, or the item did not arrive when you said it would, it’s
vital that you communicate the change in plans as soon as possible.

LIFETIME VALUE OF YOUR PATIENTS
We have all benefited from the advent of cell phones, texting, e-mails, fax machines,
and pay phones. There are no longer any excuses for not being considerate of someone
else’s time. In fact, not contacting a patient demonstrates the height of irresponsibility
and insensitivity, and no one wants to do business with irresponsible people!
Remember, your competitor is always watching to capitalize on any possible faux pas!
All this reminds me of the famous quote by Christopher McDougall:
Every morning in Africa, a gazelle wakes up, it knows it must outrun the fastest
lion, or it will be killed. Every morning in Africa, a lion wakes up. It knows it must
run faster than the slowest gazelle, or it will starve. It doesn't matter whether
you're the lion or a gazelle-when the sun comes up, you'd better be running.
Even if you’re a medical practice of one, act and run it as if it were a medical practice of
twenty. Be prompt, thorough, courteous, and treasure that valuable patient—this will
pay valuable dividends in the form of many referrals and a long-term business
relationship.
Also, your patients have no way of knowing about your new or enhanced capabilities
unless you tell them. Don’t assume that everyone knows what you have to offer. It is
your responsibility to educate your patients about any new services or the
enhancements that you have added to your medical practice to boost the patient’s
experience!
Realize that advertising and promotion is an investment in selling your medical
services, not an expense. Therefore, when you take that time to promote your health
practice, make sure that you’re covering both sides of your practice: your current
patients as well as your new ones!
Never get so caught trying to capture new patients that you take for granted the
patients that helped get you where you are today. Do not ignore your existing patients
when you are creating your ads. There’s nothing wrong with rewarding loyalty. In fact,
not only should you reward your current patients’ loyalty, you should shout it from the
highest mountaintops! Your allegiance to your existing patients should become the
cornerstone of your entire medical practice.
If a patient has been with you for five, seven, ten, or fifteen years, you may wish to post
special pricing discounts. Or, perhaps, after thirty visits, the thirty-first is free.

Your imagination will prove to be a very powerful and lucrative ally. You will see the
value of receiving prospective patients from a fresh source—your Endorser’s company.
You are rewarding your Endorser’s clients for doing business with them for many
years.
The point is, we have all seen or heard commercials for XYZ Bank, Phone Company, or
Internet Service Provider offering new members fabulous discounts and incentives.
Have you ever stopped to ask yourself, “What about me? After all, hasn’t my patronage
(and the support of individuals like me) helped keep the doors open for that company?
Where’s my free calendar?”
Never let your existing patients sing the “what about me?” blues! If you do, you are just
setting that patient up to be captured away by your competitor!
You have now gained an understanding of how to accomplish Endorsement Marketing
Campaigns. There are plenty of endorsement deals just waiting to be completed. You
will now build a successful track record and added confidence.
Well, that’s endorsement marketing explained for you the very best way we could.
There is every reason in the world to start your first endorsement marketing
campaign.
Start with the first steps we outlined for you. Yes, you will probably make some
mistakes along the way—that’s to be expected, and is a necessary part of the process.
To make progress, use the tools you’ve been given. Be persistent and persevere, and
always continue arranging profitable endorsement relationships.
As you can see, establishing your credibility opens many doors, and behind those doors
lies an abundance of opportunities, all of which make you that much more attractive to
your Endorsement partner.
As we stated throughout this entire book, the quintessential purpose of these
strategies is, above all, to allow you to grow, to build your appeal, and to separate
yourself from the competition! In so doing, you will:
 Build up your brand.
 Increase the quality and quantity of your patients.
 Build your relational capital.
 Maximize your marketing efforts
 Capitalize on untapped opportunities
 Generate additional income.

The right Endorser/Recipient relationships are by far the most effective way to
increase brand awareness, grow your audience, monetize assets, and find money. If
you could develop the ability to attract the right partnership opportunities easily and
derive all four of these benefits from each, imagine the impact that would have on your
bottom line. It’s no wonder good marketing partnerships deliver an average 9-to-1
return on investment!

Dear Reader/Client:
We developed this strategy for creating a Resident Expert platform so that you may
enjoy the benefits of attracting more and better patients. It is our goal that you become
the "must see" doctor in your area.
We also know that many times our clients call on us to assist them to implement some
of those subtle techniques that create separation between them and their competition.
Therefore, we encourage you to contact us if you need more detail regarding this
technique. We personally answer all our calls, texts, and emails you send.
Let us assure you right now, we are very much at your service!
Warm regards,
Steve and Claudio
Website: Stevenvonloren.com
Personal emails: stevenvonloren@yahoo.com;
gormazclaudio@yahoo.com
Direct number: 530.492.9971

BIOGRAPHIES
Business partners, Steven Cox and Claudio Gormaz, collectively have been business
development and growth strategists for a combined four decades. They have been published
professional authors/writers since 1996. Over 110 business publications featured their
problem-solving articles (ranging from Chiropractic Economics to Entrepreneur
Magazine). They have created and taught their proprietary tactics to countless
Chiropractors. They relish coaching this marketplace. They specialize in mentoring
doctors so they can become preeminent authorities and leaders in their geographical area.
Their single-minded goal is to elevate their clients so that can realize their dreams.
Steven Cox – He has worked with some of the most prominent
medical practices in the country, and he helps them to develop
fruitful and predictable advertising messages and branding.
Mr. Cox has also, very successfully, provided guidance and
training to these practices on implementation of successful
authority marketing strategies so as to promote their resident expert
status.
He also teaches doctors proper promotional implementation of their marketing pieces, blogs,
newsletters, books and business development campaigns. Steven specializes in creating
powerful and successful headlines.
Claudio Gormaz – He has created an incredibly successful
platform mentoring doctors. He has used his experience with
scores of Chiropractors. He teaches them to strategize so that they
can dominate their marketplace, how to establish network
marketing relationships, and how to motivate their competitor's
best patients to switch alliances and use them instead.
As a business development strategist, his expertise has
strengthened many practices, increasing both the quantity and quality of their patient
portfolios, capture market share, become authorities in their areas, create predictable and
dependable patient streams, and increase their free time.

"In marketing I've seen only one strategy that can't miss - and that is to market to your best
customers first, your best prospects second and the rest of the world last."
― John Romero
Everything in this book is written with you in mind!
We are very much available to help you. We are not hiding behind some huge
executive desks at our offices.
We realized long ago that YOU are the most important person ever to read our
book; which is why; we (Steve or Claudio) personally answer/return every email
and phone call we receive from you!
Please be patient.
Website: Stevenvonloren.com
Personal emails: stevenvonloren@yahoo.com;
gormazclaudio@yahoo.com
Direct number: 503.492.9971

To conclude, would you like to have the authors, Steven Cox and Claudio Gormaz,
personally mentor you in our new Advanced Endorsement Marketing Program?
If your answer is "yes" we have something just for you!
Although we have provided you a very complete "System in a Book;" we all know that
sometimes, we need and want some additional handholding along the way when it comes to
the implementation of new strategies.
Because of the personal attention and time we give to our clients, we must limit the number
of participants to just 27 Chiropractors.
To be considered for our limited 27 participants, please send us a brief note of your interest.
We will then provide you with every detail you need to decide if our program is for you.
We look forward, as always, to hearing from you!
To your continual prosperity, success and enjoyment,
Steven and Claudio
SteveVonLoren.com
Personal Direct phone: 530.492.9971
Personal Email: stevenvonloren@gmail.com

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