In this Upper Cervical Marketing Podcast Dr. Bill Davis interviews chiropractic advocate and patient Keith Wassung about how to communicate upper cervical chiropractic effectively and avoid the 3 most common mistakes doctors make when communicating in workshops and individually.
Dr. Davis: Hey everybody! It’s Dr. Bill Davis here with Keith Wassung. Hey Keith! How are you doing?
Keith Wassung: Good afternoon. Good to be here.
Dr. Davis: All right. So Keith, for those in our audience who don't know you, can you give us just a little introduction?
Keith Wassung: I'll give you a real brief introduction. I am 52 years old, happily married, six kids, self-employed we homeschool. My trade is, I'm an investment advisor in private practice. I worked for the big banks for a number of years, and eight to nine years ago just went ahead and went independent but in my spare time, I go out and I share the chiropractic message, primarily through lecturing, and I've been doing so since 1987. So, I'm in my 30th year of doing so, and I do some of the chiropractic seminars, and I do some CE stuff, and I've done most of the upper cervical stuff. In fact, I'm going out to Vegas next week to do a big program with the Chiro associate out there, but my preference really is to be in the raw Public, and I like being around docs, but I'd rather be in that group who's never heard the message, who's never heard anything, just engaging them, and at one time for about 15 years was doing four or five hundred a year. I'm down about 150-180. I didn't have as many kids then. Most of them now were at the university level, medical school.
I use to teach at medical conferences, and again usually they're between 45 minutes to an hour. It's just I call it the science of chiropractic. This is basic. This is based on physiology. You're seeing it through a philosophical lens, but this message does not have to be esoteric up in the sky. Something that it's hard to put your hands on pure physiology, and I think upper cervical protocol lends itself to that as well as anything, and so, I had one of those life-changing experiences 32 years ago. I was a military athlete. I was a national weight lifting champion, didn't hurt my back. I had an immune system failure, which started off from a sinus headache. 18 drugs later, my immune system is failing, and I spent about a year and a half of just absolute misery my weight dropped from 220 down to about 160. I lost my hearing in one ear, in and out of hospitals, and I saw medical doctors.
I saw Reagan's Medical Doctor in Bethesda and they just kept chasing symptoms with drugs, doing what they know how to do. I have nothing against them, and I finally about like 20 months from the start, met a chiropractor who said he could help me. He was as great as he could be. He was out in the mall treating patients, and he sees me staggering along, and says he can help me. I thought he was as full of it as…To me it was voodoo. I grew up in a negative chiropractic family. My dad hating them, went to his deathbed hating them.
Dr. Davis: Wow.
Keith Wassung: We never clicked and if you're going to die, which is where I was headed, what would you do? And this guy checked me, adjusted me. I just went along with it, and I slept through the night for the first time. The first time out in 20 months, I slept more than two hours, and it wasn't earth-shattering change, but every day the ADL's, and I'm real big on talking ADL's, just got better and better and better, and within 3-4 weeks, I'm back to somewhat normal functioning. Meaning, I'm eating because I lived on applesauce for a year and a half. I'm able to drive. I'm able to sleep. I'm able to just function normally, and start training again, real light weights. I mean we're talking the pink ones in the back room, and within a year I'm competing again, shattering all of my previous records, and when I started looking at this, we didn't have the internet back then. We didn't have Google. We had microfiche.
I've started going into, we had a great medical library in Charleston where I lived at the time, and I would just spend eight-nine hours a day studying neurology books, going all the way back to the 1920s, and I was just fascinated by it, but it wasn't until I got into the green books, which I got into accidentally. I was pulling stuff off my chiropractor’s shelf. He had never read the green books. He had them for wall décor, and to me the physiology was the how, but the philosophy was the why, and I don't believe you have to separate those two. You put them together and you see why the body works, and how the body works, and how and why the body always works the way it does. I said, my God. How did I miss this? How did I get a master's degree? How did I go through school? How could I've been around military athletes and never heard the term subluxation? I felt cheated because I had grown up around chiropractors.
My dad had friends that were… and so, I just set out 31 years ago. I said, ‘You know what, in my spare time, rather than play and I retired from competition as a young guy, I'm going to spend my spare time sharing the chiropractic message, and I just have no plans, just whenever I had a chance to talk to people, one thing led to another, lectures and it started a mushroom out, and I've always worked outside of chiropractic but I've always used my spare time, and my wife and my family supported that too, to share the message just so people can take the information, and have some options on the table to choose.
So, with that come a lot of things, a lot of fun, a lot of excitement but that was what I was doing 31 years ago. Is what I'm doing today. Is what I'll be doing 30 years from now, God willing.
Dr. Davis: Wow. That's pretty amazing, and so you get out there. You start doing lectures and whatnot. I mean, so how did you initiate that? Did you just call…
Keith Wassung: Well, it started off…
Dr. Davis: I want to go come talk about chiropractic?
Keith Wassung: No, I already, oh no! See, I was already doing talks on strength training, National Strength and Conditioning Association, things like that. I was already had a presence. I was already known in the weightlifting circles way back then.
Dr. Davis: Got you.
Keith Wassung: I got involved in chiropractic and I was sort of, this guy was part of a group of chiropractors, and they had me. I'd hang out with them. I was novelty because I was this weightlifter and had a life-saving experience.
Dr. Davis: Right.
Keith Wassung: …and I was referring these guy patients. Five to six to seven patients a day. I just went and picked him up took him to his office, and so what kind of help him build his practice?
Dr. Davis: Sure.
Keith Wassung: …and I would sit and listen to them do the workshops in the lay lectures. I understand something Bill, this wasn't registering to me. He was giving me the explanations, and it didn't make any sense that's why I went down to the library. It was the standard chiropractic. This is why it works, but it was going over my head, and so I wanted to start lecturing. They didn't want me in their offices. I am not a doctor.
They looked down on me at some level, and so I would get these invitations, which I hadn't lectured a year and a half because my illness to come to talk to some PTs, to talk to strength coaches, and I said, okay. So, I go out there and I'd spend five minutes talking about squat, terminologies like that, then I shift it into chiropractic, and I used the same stupid clichés, the same terminology, the same medical thrashing they did. I got my ass handed to me.
I mean, I was humiliated almost to the point of fistfights at times, and I said whoa, and I realized these guys were doing it in a very safe environment with their own patients. They were using clichés. They weren’t using hard science. They weren't using good communication skills. It was the Mercedes 80s.
Dr. Davis: Right
Keith Wassung: It was easier relative to that, and so I started doing what BJ Palmer said. He said, ‘I don't write lectures, I build them,’ and I sat down literally and started building lectures. I'd go out to another lab talk to coaches or at a gym, and you know what? Not so bad. It wasn't great, but at least I was getting the point across, and you do 30-40 of those. All of a sudden, you have the template. I went, ‘Wow!’ and then one thing led to another, and I would lecture over here, and this guy said, ‘You can come talk to my group, and come over here.’ One guy, Hey! You know what? I'm having a family reunion. We're having 300 people in town, could you come talk to them at lunch? And so, it just started mushrooming out, and honestly there's a way I have leveraged myself to do more lectures, and I've taught chiropractors to leverage themselves to get in front of more people, and that's all I ever really did. I've never went after it with like a purpose in a plan. It just came naturally because I had a message, and people's lives are being changed.
Dr. Davis: So Keith, doctors are doing lectures all the time in their office, outside of their office, what are those some of the most common mistakes that you see that doctors are making when they're doing lectures?
Keith Wassung: Well, I think the big mistake is, they go in with the minds that I'm here to get new patients. Now, getting new patients is the natural result of it, but if that's the primary objective, you know what they're going smell that because that's what they're expecting, and that means you have to do the hard close. You have to do the cheesy close. You have to do, have I got a deal for you close, which is going to produce some fruit, but not as much as you could have. It's actually going to turn the majority of people off.
So, to counteract that, number one, we're going to go in with three objectives. Number one, it's to change their thought process about health, how their body works with chiropractic being an option. Number two is to get them so concerned, excited, so aware about the potential their nervous system for possibly solving the problem and improving your life that the next logical step in their minds is to get checked. Chiropractic, we don't know if they need chiropractic until they get checked. It's one little piece of time, and you're trying to go for the boy. You need chiropractic for you and your kids in the rest of your life. It's too much too soon. It's like meeting a pretty girl and flirt with her and ask her to marry you.
Dr. Davis: Right.
Keith Wassung: Whoa, one piece of the time we want to get checked. We want to talk about you and your health, and number three is for them to take home information that they can read, because I just hit them with something they not only if they never heard before, it's countering everything they've ever learned.
I could be just some crackpot up here. So, I want them to take home data. Stuff they can look at, stuff for a mainstream physiology journals and say, ‘Wow! This is even more impressive than the guy said.’ They need to hear it again, and by the way those tools, those materials not only can they take them home that could pass them on to others, and so, it's not just that we pick up a few new patients from the lecture, we create that pipeline where people are going to be feeding off that lecture for weeks, months. I have met people that go years. Someone calls and says, ‘Hey! Keith referred me.’ ‘From where? The lecture was eight years ago. Who carries around a card from eight years ago? But it just does, and so those are the three things turning it into referral pipeline where it's not about you getting the business.
If you do it right, you'll get the business. You'll be able to get more business. That's probably the big one, and then again, maybe even number four is leveraging that lecture into more lectures. When you were a kid, did you ever go with your mom or an aunt to a Tupperware party? And you sit down there and you play games. It's kind of fun.
Dr. Davis: Right.
Keith Wassung: It's lucky and at the end the hosts because it's multi-level, says, ‘If ladies if anyone of you want to have a party at your apartment, at your house in a month, we'll go do it all for free. We're bringing the stuff. We're bringing the free gifts. You just show up and make the kool-aid,’ and they get three or four more parties from that.
Dr. Davis: Right.
Keith Wassung: So, they build Tupperware. It's the same thing. When I'm heading out this feedback sheet, I say, ‘Folks you're probably wondering, do we do other lectures? Yeah, we actually do. I do 12 different ones. We do three different ones. We lecture on kids. We lecture on sports. We lecture on whatever. Folks if you're part of a group, whether it's your church group or where you work, a family reunion, whatever, even it's just six friends for lunch, if you're part of a group that would find this information valuable, you know what? Put it down on the sheet and we'll see if we can accommodate it?’
So, that lecture is going to spawn, I got it done right. I can do them all. I have to actually send out videos. So that lecture turns into more, turns into more, turns into more, turns into more, and then you can kind of cherry-picking, started doing lectures in front of two or three hundred people.
You know what? You can turn that into some serious referral pipeline, and so, those are the things to turn it into a dynamic ongoing thing not just some static thing that happens. You got the low-hanging fruit.
Dr. Davis: Got you. That's awesome. So what about when doctors are communicating one-on-one with patients in the office? If they're chatting with folks, they're maybe they're struggling to get referrals?
Keith Wassung: Okay.
Dr. Davis: Maybe they're doing a good job, they're getting good results but for whatever reason, their patients just aren't getting it on an individual basis. What are some tips or things that you can help?
Keith Wassung: Great question. It's one of the most common ones I get. Number one, I think they've got to change their whole thought process about what a referral is. Okay? We have been, you ask any expert in any service business, and I'm in the financial field, and so we get it, how to get more referrals? Just ask. Just ask Mary for referral. Okay. That works the first time. That works twice a year, but if you're hitting Mary up every single time for referral, Mary who do you know, Mary who don't, at what point in time does Mary got? What is with this guy? I mean, is that all he talks about? Or this is what you get Mary says, Dr. Bill, I tell everyone about you, everywhere I go. You know what, can I get some more business cards? Well, Mary needs business cards. She ran out. I gave her two hundred last month, but she must have bumped them. Mary flicks the cards in her purse, walks out the door, and nothing happens, why? Because communicating the chiropractic message, even though it's a simple story, is difficult.
Doctors struggle with it, and they've got eight years of higher education. They do it all day long around the best and the brightest. They have a financial incentive, to be very good at it, and they struggle with it, and what I find is the Mary's of the world who love you, who love what you do, they've seen the changes. When they start talking chiropractic to their family and friends initially, they get hit with two big questions, two big concerns, how long does it take? How much does it cost? Dr. Bill, those are my two least favorite things to talk about, I'll bet they are you too.
Dr. Davis: Right.
Keith Wassung: It's just, I don't even want to… How can we even have that discussion until we know what subluxation is? Now, we're beyond marriage. We're married and 25 year anniversary.
Dr. Davis: Right.
Keith Wassung: And so, I don't want them. I don't want Mary talking like that to patient. She's going to… Well, hey! I'm Mary. I hear it takes forever and you go, and it's that and some guy and stroke. All those, all this negative stuff.
Dr. Davis: Right.
Keith Wassung: And Mary never opens her mouth again, teach people, how to refer, what are the frequently tools.
So, we want to teach people simply to share information that can lead to a chiropractic decision. Check Mary and you're talking to her little tidbits, not all 33 principles, little tidbits, a little whiteboard stuff.
They're the recent thing from Dr. Flanagan about cervical cranial or how the fire work, whatever. It's simple stuff, and if you're doing your job right, you're asking the questions, and Mary's supplying the answer, and Mary goes, ‘That's pretty amazing! I didn't know that science shows 70% of all thyroid issues directly related to upper cervical nerve interference, and you nod your head and say, ‘Mary, I'll bet you know a lot of people who would really benefit, who would really appreciate that information, don't you Mary?’ ‘Yeah, I got this little article here. I've got this. I've got this thing on this email, whatever. I always like digital.’ ‘Mary would it be okay, could I have my staff email us to you, and you take a look at a 50-minute to read it, and there, and she think about people who would benefit from this information. Mary would you mind sharing?’ Can you make 10 copies some way to work. I'll give it to everyone.’ See it goes from the traditional way of Mary helping you to you helping Mary, and you can have that conversation. You could, I'll never run out of things to talk about and say, ‘Well, what? I didn't know that. Let's pass it, let’s pass it on, and now we're putting digital tools in their hands. I've got digital tools on my phone, okay? That all I have to do is send them to Mary. They're all and I'm not, this is a promo.
I mean anybody can do it. We're all of a sudden, instead of Mary's trying to explain upper cervical subluxation, so you know what? I'd love to pass this on you. Would you take a minute to read it? A video. Whatever their favorite toy is, we're in the digital age. We should be doing that, and so, referring becomes all about sharing information, which can and will lead to a chiropractic decision.
I tell patients, when I do advance workshops for patients, like listen, ‘It is not your job to bring people into this office other than maybe your own family. However, you do have a job. You do have responsibilities to share this information. We're going to make it easy. We're going to help you with it.’ And when you do that, all of a sudden the pressure is off Mary. The pressure is off for her to, I keep telling people, all you got to do is share, share, share, use the information, and honestly, I've been… To me, I've done this with too many people that can't turn the light switch on from a trickle of referrals to a pipeline of referrals inside of days.
Dr. Davis: So, just to examine that further, so let's say Mary goes out, and she's talking to her friend at work or whatever, and she says, ‘Hey! I want to…’ How would that conversation look in an ideal world? What would you think that Mary would say or do in order to share that information?
Keith Wassung: What I would do, first of all, you got to teach me to do that.
Dr. Davis: Yeah. So, how do you do that?
Keith Wassung: We do the new patient workshop, which is for our new patients. We get into that. We spend two or three minutes talking about sharing information, okay? And to me, I want to teach Mary to spend a majority of her time talking about the problem, the subluxation, chiropractic being the natural solution, and what I'm going to teach them to do is say, ‘Listen, I don't want you out with a sandwich board carrying a sign: ‘I don’t want you handed out my business cards at a gas station. There's people that do that, and whatever but Mary, when the opportunity presents itself, when someone's talking about health, their children and stuff like that, da, da, duh. Simply bring it up.’ Simply just say, ‘You know what? I have some information that I'd love to share with you. Would that be okay? Could I share this information with you?’ Just think about it, you know what? Our language, our dialogue is just, it's just flooded with health references. Think about it.’ Good morning. How you doing? That's a health question.
Dr. Davis: Right.
Keith Wassung: When I travel around the country, especially midweek, I try to get into church on a Wednesday night. Prayer meeting especially in the South and Midwest, and eventually sometimes they get around to having prayer. Guess what dominates that list?
Dr. Davis: Health issues.
Keith Wassung: You'll tell health, health…
Dr. Davis: Right.
Keith Wassung: Go into any bookstore when you're having lunch today, and just eavesdrop on a table of at least two people. Set your watch for five minutes and I promise you, health will come up. It's just built into our vernacular, and so I teach people. You know what? Don't wait until it comes up, and one thing I love to say is, ‘Let me ask you something, I'll do this to a stranger, has your as your health team, had they ruled out or confirmed the presence of subluxation as either a cause of so many factors in this condition that your child do or whatever?’ ‘Huh, what?’ Well, then you appeal to their curiosity, and you start sharing the information, and again it's heavy on the subluxation side, the neurologic side.
It’s chiropractic simply the backdoor. If they understand subluxation, they understand or if they understand a subluxation explaining chiropractic at 10 second conversation. Good as just a restoration question.
Dr. Davis: Interesting. So, and how do you explain the subluxation? What are the words or the terms that you've found to be the most effective?
Keith Wassung: I always say spinal nerve interference, and then I say, we call that a subluxation, okay? And what I do is, I'm going to, when we have that conversation, I'm doing this one-on-one.
Dr. Davis: Right.
Keith Wassung: Do this one-on-one on the guy, and usually there's a lot of ways to set this up. Again, we've already, I'm not going to walk with someone at gas station and say, ‘Hey buddy! Let me tell you about subluxation. Where are we going to have this conversation?’
Dr. Davis: Right.
Keith Wassung: Where do you want to have this relationship? If I'm talking to a total stranger or yeah I'm sitting at the baseball game. My kids are all athletes and so we live in the bleachers.
Dr. Davis: Right.
Keith Wassung: …and I'm talking to this guy next to me, and Keith, and I always, ‘What do you do for work, because I own a restaurant, and what about you, and I'm in the investment field. Now, I also work in a really exciting field of healthcare.’ I guess it was actually you do, and I bring the subluxation around to where it's curious, but then it's just a matter of me asking them the right questions, and I start with, ‘If you had to pick one system, it's the same stuff, if you had to pick one system of the body that runs, controls, coordinates everything, what would it be?’
And they're going to say something neurological, I've never heard them not. Absolutely, the nervous system and I restate it as a fact, and then I take them right down spine, right down this, right down that. I'm touching while I'm talking. I often bring up Christopher Reeves if necessary. I often will bring up carpal tunnel, double crush, something where they can relate that neck to another part of the body. Something distal and then take it down not just from a structural level down to an immune system down to an endocrine system down to, depends on who I’m talking to.
Dr. Davis: Right.
Keith Wassung: If I find, this is not, it's going to sound terrible. This is probably not, I'm not that effective with someone with a third-grade education doesn't give a damn. I probably I'm not going talk to them. I mean, we might have a conversation but it's not going to any further than that.
The chiropractic message in a nutshell. It's like this big giant jock box of jigsaw puzzle pieces. They've seen the individual pieces. They know what they look like. They've never assembled them, and so by me asking the question and piecing it together, I'm not giving them a lecture. I'm leading them down a path of self-discovery. I'm just sharing the light, and I'm taking them right where I wanted to go to where at the end they say it, they say what a subluxation is. They say what chiropractic is, and when they come to that realization on their own or I help them think it's on their own, it's more powerful, and then if necessary we talk about getting checked.
Can Chiropractic help my kid? I don't know. Honestly, I don't know. I do know that if there's a subluxation present, then yes, very, very possibly, but really your next step is to confirm or rule out the existence of subluxation. Let's talk about how to do that. I lead them to me, and that way I never have to say, and I can get you in, I get you this, and get you that. The draw into the office is the inherent value of the status of the nervous system, and get it corrected, nothing else, because when you go with the incentive, you can actually keep going with the incentive. To keep them there, you're going to… it becomes the message.
Dr. Davis: So, Keith, today were so frequently we're communicating online, right? We're communicating on social media and that type of thing. So, how does the conversation change or what are some ways that you have found to effectively communicate with someone who's asking health questions on Facebook or another social platform?
Keith Wassung: There are two aspects to that. Number one, almost no matter what, and I do get because of my work, I get people that either email me or message me, I'm like at 5,000 friends with 900 requests right now. People want to talk about their health problems, and I'll be honest. I don't want to talk about the health problem online for a lot of reasons, but number one, I'm going to take that conversation private just as fast as I can.
People come on my wall. There was a talk about metabolic conditions diabetes yesterday, and hey Keith what about this and that and da, da, da, because I'll tell you what happens is, you can't have a conversation, because someone’s going to jump in and jam it up. Someone's going to jump in and all of a sudden now, there's eight people telling them eight different things. I take that conversation. I go, ‘Listen, you got a minute to chat, private just as fast as I can.’ That's number one.
You don't want to have those conversations out in the open. You just don't, you just don't, you just don't.
Number two, and I'm sure that you'd be careful about diagnosing them things, and the only thing I'm going to talk to them about is, ‘Hey, you know what? It really sounds like, maybe this is an issue where your nervous system is playing apart, either as a primary cause, contributing factor. You know what I'd love to do, you know Evelyn Rosemary with it. I'd love to send you some information that you could take a look at. If we need to follow up with it and then really I'd love to put in the hands of someone in your area,’ and so it's really designed to get them to trust me, because they want to tell me their health history, and I don't want to know. It doesn't matter. Nothing I can do about it, but they say ABC, okay. Tell me this. You know what, that's something that subluxation can play a part in. Let me give you some data. Let me send and checking back in and I have it all right there. You take a look at it. If it resonates with you, message me back and I'll hook you up with someone.
So, I want to put them in the hands of a chiropractor as fast as possible. It's no different than when I'm at a lecture, and I get done and people want to ask me all these questions, and information boom, put them in the hands of the chiropractor.
We already spend a lot of time in our organization doing that and the same with the chiropractor. There's a tendency, especially in social media to want to show off a bit on your wall. Look someone's asking me a question. I'll answer the question and ten other people will be impressed. I find it really works that way. Open room educating is great in the office. On social media, when you're talking specifics to someone, take it private just as fast as possible. Get information in their hands and then provide a way where you can follow up and pursue it further.
Dr. Davis: Awesome, yep. I completely agree. So, this has been a great conversation today, Keith, and I really appreciate your time and a few times you've shared that the importance of getting information in people's hands and I love your materials, and I just want to give you just a chance to talk a little bit about the materials that you have, the information you have, and how doctors can get that.
Keith Wassung: Okay. I have three different things that I'd make available for purchase. I have a lot of other things that I make available that are not for purchase. I create the stuff for my own use. I don't create it to see what Docs will buy, but everything that I have has an upper cervical, I call it mirror to it. Meaning if I have a set on this, there's an upper cervical alternative where at least the illustrations are congruent.
Dr. Davis: Right.
Keith Wassung: I don't change. I don't talk technique but at least the illustrations are. They come in different formats. We customize them. They're great for running a presentation in the office. This is a silent passive way to get people thinking. They can also be use in social media and websites, and you know what? People can take their favorite slides, have them sent to their phones with your name on them, and when they're having those casual conversations, they can sit here. It's like sharing a picture of your favorite kitten or your favorite you know grandpa and a child. I've got 20 what I call e-reports. They're e-documents that need to be printed as hard copy, almost like a little magazine for your office or they also most of the time we distribute them digitally. Again, they're customized, your name, your logos to become a searchable tool you can put on your website, and people can read it. It's pretty heavy and again someone with the second grade education is not going to like it.
Most people will sit and read through them and they go whoa, I didn't know all this data, and then I have a complete marketing communication packet. It's actually relatively new about six years old, has all the lectures, has all the how-to. I'm not a coach. I'm not a guru. I'm not a marketing expert. I'm nothing other than a chiropractic patient that likes to show information. Everything we have is a one-time fee. You pay a one-time fee and every December you get updates for life. We've done that since when we had hard copies. I hate being nickel and dimed. I hate constantly having to buy new Disney videos and new DVDs, new blu-rays.
Dr. Davis: Right.
Keith Wassung: So, you buy it once, you get it over and over. They can catch me at KeithWassung.com, www.keithwassung.com or on Facebook. If they're listening and just say, hey I'd like to get some samples from you, I leave you about samples. I give away more than that I sell, and it helps fund my work as well.
So, I appreciate that, the chance for that.
Dr. Davis: Awesome, awesome, yep. So, and we'll put a link to the website in the show notes for this episode, and yes I definitely recommend it go check it out, get it for your practice. It's great stuff, and again just thank you so much Keith and before we go today just lastly, all of the doctors and students out there that are listening, if you could sit down and talk with each one of them and maybe encourage them about what they're doing, the importance of it. I just want to give you a chance to do that from your head or your heart. Just bring some last message to our audience.
Keith Wassung: The last message is this, it's going to surprise you a little bit. I have heard my entire chiropractic life that we've got to get every man, woman, child under care. You know what? That's a great vision but it's a horrible marketing strategy. When you try to go after everyone, you get no one.
Dr. Davis: Right.
Keith Wassung: There are millions, tens of millions, maybe hundreds of millions of people who have no idea what you do, but you're not going to get through to them through gimmicks, through crap. This must be done professionally, has to be marketed correctly to them. You draw the right people in. You're Noah, it's your Ark. You bring on board who you want and because when you try to get those people who don't want care, like my dad, let me tell you something, you will just beat yourself up the rest your life.
So, focus on those who are most likely to embrace and pay you and respond to what you do because what you do is an incredible thing, but at the end of the day you got to keep the lights on. You got to keep the kids fed. You've got to stay debt-free.
Dr. Davis: Awesome, awesome. Thanks Keith so much.
Keith Wassung: Okay
Dr. Davis: …and I appreciate you.
Keith Wassung: Thank you, I appreciate it.