When I first released Never Market Again™, Joe Alban, L.Ac. from New York City sent me this very nice letter:

Hi Burton,

Last week I purchased and read your e-book. I am not sure how to put this, but it may have changed my life. I guess I read it just at the right time. I am one of those, who, as you mention in your blog, was feeling so frustrated, I was considering what else to do with my life. I am only 2 years out of school, with one year of practice under my belt (I went to china for a year after I graduated to study). But it wasn’t growing like I need to be to make a living, and I have another job to make ends meet for me and my family.

The book provided a lot of information that I was missing before. Like how my language was working against me(too technical), and I rarely got referrals from my own patients. And it was very clear, which you do not always find. Also with examples and suggestions(modeling is a wonderful teaching method). I am implementing your system now, I hope it will work. I do have a random question, do you mail the people who refer the thank you gift? I am practicing in NYC, and people probably would find it a big hassle to actually pick up a gift.

I pretty motivated to get out there and market, but a lot of what I was doing wasn’t working. Giving talks helped get some patients, but not enough to sustain the practice. I connected with other professionals, and successfully treating patients. but none really turned up referrals. Friends were the best connections. And recently I lost a patient who just started treatment because, I believe, I didn’t give her hope. Thinking back over the year, I lost a couple that way.

Over the year I discharged the patients, a good thing, because they are helped, but they don’t talk about me. let’s get them sneezing!!!

Thanks again. I’ll have a long action list to do from your book. I’ll get in contact if I need any more help.

Thanks, Joe

I talked with Joe a bit, and had a strong feeling Joe would be a doer. I was right. I checked in with Joe less than a month later, to see how he was doing. Here’s what he said:

Hi Burton,

Thanks for checking in. I am impressed.

This has been a great month. I have gotten 8 new referrals, almost all from patients who I helped. One of the funny things was I just thought about the thank you system, and put the idea into the world, and patients began referring their friends, it was great. Then I reinforced it with the new patients. So a patient from last summer referred her daughter, who referred her husband, who referred his father. Keep it rolling.

Now I am working on getting a seasonal newsletter started and a brochure.

Previously you asked for my action list. Here is a copy, it is not so polished, but I think it covers what I am focusing on.

Take care, Joe

Of course this doesn’t tell us what Joe did. So I asked. He said:

First, I worked on my language, on the scripts about imbalances, acupuncture, insurance, etc. I was always prepared, so people saw me more confident.

Second- when I got the referrals, I sent thank you notes. To the new patient, I explained how referrals are the best patients. Makes them feel better too. And I always expressed openness to answering any questions they have. I also happen to get very curious patients.

And asking for referrals I started, but this is actually not yet produced. It has mostly been the above two.

That’s it. Joe changed three things:

1. Prepared “scripts” to answer patients questions.
2. Changed his language to talk in terms patients understand instead of using TCM or AOM jargon they can’t relate to.
3. Sent thank you notes.

Think about it – none of the things Joe did took a lot of effort. They weren’t pushy or a turnoff to patients. He previously spent thousands on marketing that didn’t work. By focusing on the right actions, he was able to attract 8 new patients in a month.

He also has an action list he put together from the book. My prediction is he’ll be able to quit his second job well before 2008. I’m impressed. Joe is just getting started, and I expect great things from him.

How about you? What difference would more patients make for you? There’s nothing Joe did that you can’t.

Here’s what Joe said about changing his language:

I got to the point that I was even not that excited when someone called me because I would have to convince them to use TCM, and I would get into a discussion about Qi, blood, heat, and cold knowing they would give me a funny look. Then we would discuss money and I would never hear from them again.

But then I tried the imbalances, on equally skeptical people, it worked. I gave a talk last week at a women’s social group last week, and never mentioned qi, only imbalances.

Of course, eventually patients wanted a further explanation, and I am working with ideas of circulation and flow within the body. Most people can understand that, more than liver qi stagnation which people start to think about if they drank too much, have too many toxins in the body, etc. Also, people seem to be cool with heat and cold, these are simple and they can somewhat relate to the idea.

[Discussing in terms of] Imbalances gives you an opportunity to build a relationship. That way people still listen about how you can help them. And sometimes if you bring Qi and other ideas into the picture they already trust you.

Joe also said:

The best thing about referrals, is they don’t worry about how much it costs, like people who find me off the web. If it worked for their friend, they think it will work for them.

By the way, Joe is now entered in the contests, and I’m pretty sure he’ll win a nice prize. If you’re doing anything at all related to your marketing, you’ll probably want to enter too.

If you’ve already bought the book, I hope you’re using it. You will get results. Acupuncture is a great healing art. It’s about time it gets widely recognized as such.

When you do, please let me know. I’d like to include your success story to motivate other practitioners. Thanks!