UCM 205: Book Yourself Solid for Chiropractors

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Dr. Christine Zapata joins the Upper Cervical Marketing Podcast from Seattle Washington. In this UCM Podcast, Dr. Bill Davis interviews Dr. Christine who has recently written a new book called Book Yourself Solid for Chiropractors with Michael Port. Dr. Christine shares some important concepts from the book including creating your ideal patient profile, always having something to invite people to, and building the know, like, and trust factor in your community. Check out this podcast and get engaged for the mission!

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Talking Points
Audio Transcription
Tab #3
  1. Introduction to Dr. Christine Zapata and her new book Book Yourself Solid for Chiropractors
  2. Positioning yourself as the preeminent provider in your community
  3. Applying the Book Yourself Solid system to build a successful practice
  4. The importance of identifying your ideal patient profile
  5. Getting out into your community and serving others
  6. Consistently having something to invite people to like community events
  7. Building relationships and connecting with your ideal patients

Dr. Bill Davis

Well, hello everyone and welcome to the UCM podcast for today. My guest today is Dr. Christine Zapata. Welcome back to the podcast, Dr. Christine. 

Dr. Christine Zapata

Thank you for having me. Happy to be here. 

Dr. Bill Davis

So excited to have you. As always, we love having our upper cervical doctors and students join us on this podcast. And I wanted to remind you, if you love this content, please share it with your friends, share it with your colleagues. subscribe, wherever you're watching this, like it, give us five-star reviews, do all that stuff, help the algorithm so more people can get this valuable content. 

And so today we're meeting with Dr. Christine Zapata, and she is the author of a new book called Book Yourself Solid for Chiropractors. Really excited to have her on. She's been a guest multiple times on this podcast. We always love having her, and we're excited for her and this new book. 

As many of you may be aware Michael Port is a writer of the book Book Yourself Solid, and this is an offshoot of that, Book Yourself Solid for Chiropractors

And so let me just give you a quick introduction on Christine. As a chiropractor, Christine has established a 20-year track record of building successful practices from the ground up. As an author, she literally wrote the book on how chiropractors can book themselves solid even when they hate marketing and selling. 

Christine's leadership in her community and advocacy for supporting small businesses has Through COVID led her to be awarded the 2023 Business Leader of the Year by the Intentionalist. She now teaches service professionals how to replicate her success and how by becoming a leader in their own communities, they can reap huge rewards in their businesses. So welcome again, Dr. Christine. Excited to have you here. 

Dr. Christine Zapata

Thank you. Thank you. Thank you. 

Dr. Bill Davis

So tell us about this book, Book Yourself Solid for Chiropractors. Let's talk about that first. Let's talk about, first of all, why did you want to write this? How did you get connected with Michael Port? What is it all about? 

Dr. Christine Zapata

Yeah. So Book Yourself Solid is a system that Michael Port created many, many years ago. And several different industries of service professionals have used the system that are taught in the book to book themselves solid and have a repeat, just a long list of repeat clients. And I initially met Michael Port probably 15 years ago at an upper cervical event. 

And it was just fascinating to hear about the Book Yourself Solid system. And over the years, I read through his book and started to implement the things that were taught in the book. And it was incredible to see just how impactful those systems were in my own business. And through... different things that have happened over the years got connected with Michael again. And he had heard about how I had used all of the systems that are taught in the book in my own practice and just the success that I've been able to have using the systems. 

And when the opportunity came and they were going to do different verticals of Book Yourself Solid, I was approached and was given the opportunity to write the Book Yourself Solid for Chiropractors because I have been able to utilize the concepts and can really share with chiropractors how they can implement the Book Yourself Solid systems in their own practices because I've been able to do it myself. 

And, it's a great book. I imagine there are some people who have heard of the book before and really Book Yourself Solid for Chiropractors is really Book Yourself Solid, which is the chiropractic twist to it. So it allows chiropractors to learn the systems that will help them get more patients than they can handle, even if they hate marketing and selling. 

And I think that that is what makes the book so awesome because I can't tell you how many chiropractors I speak to, both new chiropractors and seasoned chiropractors who just don't like the thought of having to sell or get out there in the communities and market themselves. And those are two essential things to be successful in a chiropractic business, so. 

Dr. Bill Davis

Yeah. So, you know, one of the principles, I think, of the Book Yourself Solid system really is to position yourself as kind of a go-to doctor or position yourself in such a way that people are attracted to your practice rather than you going out and pulling them in, right? 

So can you talk about that? Talk about what does it look like to be that preeminent provider in your community? What does it look like to make that happen with this system? 

Dr. Christine Zapata

Yeah. It comes to being the preeminent provider in your community. You have to really figure out who it is that you absolutely love working with. Who's your ideal client, your ideal patient. If you can really drill down who that is, who the patient is that you love to work with, they energize you, they inspire you. You just get super jazzed when you see them on your schedule. 

You think about: what are the qualities that those people have? And if you can really figure out what their urgent needs are, what are the things that they're trying to move away from? Why are they seeking you out in the first place? If you can also figure out what their compelling desires are, what are the things that they're wishing for in their future? 

If you can really understand what those things are, then you can start to figure out ways that you can offer solutions to those people. 

And if through your marketing, the people in your community that you are meant to serve, that are meant to work with you, know that you have a solution to the problems that they are facing, the challenges that they are facing, and you can offer a way to get them what they want, then there's no other option for them. they're going to reach out to you because they know that you're the person that will help them. 

And I think that a lot of times chiropractors think, well, I need to take care of everyone with a spine, but ultimately we're, we're really only able to take care of a finite amount of people in our career. And it might as well be with people that you love working with. 

And, at the end of the day, if you can get those people results, they'll just continue to send people to you. They're parts of communities that have ways that they communicate with each other. And if they know somebody just like them who needs your help, then you end up becoming the go-to person. 

Everyone in town will be, oh, if you're dealing with migraine headaches, you have to see Dr. Zapata. Dr. Zapata takes care of a lot of women who suffer from migraine headaches. And if people are aware of you, they know who you are through your marketing. 

If they like you and they trust you, then when the time comes and they need a chiropractor, they're going to reach out to you because they know you, they like you, and they trust you. 

It has to be in those three orders or in that particular order. 

People have to know you, they have to like you, and they have to trust you. 

And once you have given people the opportunity to learn who it is that you help and exactly what it is that you help them with, If those people know that, again, when the time comes, they'll end up reaching out to you. 

Dr. Bill Davis

Gotcha. So let's get more into kind of like the nuts and bolts of this, how you actually applied this system in your area, in your practice. You're in the Seattle area, right? And so how do you do this? 

Like what do you do to position yourself in such a way that – that, like you said, that the people who you want to work with know that you are the person that they should be working with and are attracted into the practice. 

Dr. Christine Zapata

Yeah. With Book Yourself Solid, the book really talks about how you should have a solid foundation when it comes to your business. Most chiropractors, I think that we're taught Marketing gets you new patients, or we have to rely heavily on our marketing to get new patients when really marketing just creates awareness. Again, people have to be aware of you in order to know that you're even an option for them. 

And when it comes to building your foundation, one of the things that is important to understand is people have to be able to see you in the community. And you had mentioned that I got a lot of recognition during COVID and was selected as the business leader of the year by intentionalists because what I did during COVID was essentially go out into the community and try to support local businesses, support people who had fallen on hard times. 

Maybe they were furloughed or they got laid off during the pandemic. And I was going around leaving $100 at local businesses around town for every Friday for, gosh, we're going on four years now. And that allowed me to get out in front of people in the community. 

That's essentially what helped me create awareness in the community. I was doing something that was very, very different. There was nobody else in the area doing it. 

And so I stood out in the community during a really challenging time here in seattle and so that allowed me to be on essentially on the minds of people in my community and when people are aware of you what they'll end up doing is looking up your foundation. They'll look you up on social media. They'll look your website up. They'll look to see what information they can find out about you before they actually even reach out to become a patient and this is where really trying to put messages out into social media or your website or just out in the community about who you are and what you do. 

I think people in the community during COVID got to see I was a very generous person who was really focused on the community. And because it was so different, I think that that's something that really resonated with people in the community who wanted to support local. 

And I think because I put myself out there and people in the community were seeing my generosity, that allowed them to know who I am. And then as they started to look at my social media and the things that I was doing, they were able to start to like me if they did. If they really resonated with the things that I was doing, then they continued to follow me. 

And I started to build trust with them because there were ways that we would try to get people in our community engaged with us. We were doing different things like homeless care kit drives, where we were trying to encourage people in the community who had the means to do so to donate items that would allow us to put together cold weather care kits during the cold winter months for our unhoused community. 

And so as these people in the community were following me, if there was something that they resonated with, then again, when the time came and they needed a chiropractor, they weren't going to go on google and google chiropractor near me. I know that a lot of people because they were following me when the time came and they felt they needed a chiropractor they would reach out to us. This is something that we heard quite often during the pandemic and this is something that I still hear to this day. 

In fact earlier this week I did a consultation with a prospect and the first thing I asked them was Hey, can you tell me how did you first hear about our office? 

And the response was, you know, I've been following you since the beginning of the pandemic. I absolutely loved what you were doing with your hundred dollar tabs. I felt like I was able to go through a food tour of Seattle because you were highlighting local coffee shops, donut shops, bakeries, taco places. And I really was able to see just different local businesses that I had never heard of before. And I've kind of been watching you over time. And I've been dealing with these issues working remotely. And now that I think I need to take care of myself, I figured I'd reach out to you. 

And that's ultimately what you want to happen when you go through this Book Yourself Solid system. You end up creating awareness so people know who you are, who it is that you work with, and what you help them do. And as they follow you and begin to start to trust you, at some point, they'll give you an opportunity to sell them. 

And that's when they'll end up reaching out if they feel that they need the help that you offer. 

Dr. Bill Davis

Gotcha. So you positioned yourself in a way that was very public, right? And you were out there. helping people in the community, helping your community. And you had a way that you were essentially broadcasting that or you were promoting what you were doing essentially. 

And other people paid attention to that. And as that happened, they began to know who you were, like who you were, trust who you were. And that led to more people coming into your practice. Is that essentially what happened? 

Dr. Christine Zapata

Yes. Yeah. Yeah. 

Dr. Bill Davis

I mean, so one of the things that that I talk about a lot is, is, you know, number one, you got to get out of your office. Right. I mean, if you've got to get out of your office, if you're going to be if you're going to be known in the community, you need to be out of your practice. Right. 

So that's part of that. I mean, if whether it's going out and serving in the community and or serving in your local church or doing different things like that, where you're getting, you're, you're, you're doing something that's for the community, not in a way that's manipulative or, you know, like I'm doing this in order to get, I'm giving in order to get, but just that you can get out there and actually be somebody who is contributing to the community. 

And as you do that, it's, you know, people notice, they notice that what you're actually doing and whether it's from a heart that is that is trying to get something from them or is it, do you genuinely, you know, do you genuinely care? 

Dr. Christine Zapata

Right? Yeah. Yep. I think because I was very consistent with supporting local, I was doing other things in the community that showed others that I was very focused on supporting the community. 

Not only was I leaving a hundred dollars at local businesses, but I host a monthly event called community cocktails, where I try to bring people in the community together. We hang out and a dollar for every drink that's sold at the event. 

My business, Emerald City Spine On Care, will donate a dollar for every drink back to a featured nonprofit. It's a local nonprofit that will feature every month. That way, people that come to Community Cocktails, they get to learn about a local nonprofit that's doing amazing work in our community. 

And for people who follow what I do on social media and they see the hundred dollar tabs that I leave, if supporting local is something that resonates with them, they'll end up coming to the event. I'll meet people there and they'll say, you know, hey, you're that chiropractor that leaves a hundred dollars at local businesses. I've been following what you're doing. I saw that you host this monthly event. It's free to come and learn about a local nonprofit. And indirectly be able to support them, I think that this is great. I absolutely love this. Bring some friends with me. This is amazing. 

I think that if the community knows that you're committed to whatever cause you're committed to and you're consistent, then they know that it really is who you are and it's part of your brand, your personal brand. If it's something that is done once, twice, maybe half a dozen times, then I think the community ends up seeing right through that. 

They see that as more of a marketing ploy than it is a genuine, hey, I have a huge service heart. I love being able to give. I've been very, very blessed. I want to pass this abundance off to other people. 

If it's not consistent, then it definitely ends up looking like a marketing tactic just disguised as generosity. And I think that that's the thing that really allowed me to stand out. 

One thing that Michael Port and I talked about as we were writing the book was, you know, Christine, it's really important that people, service providers who want to make an impact in their community, we got to make sure that the more they blend in, the more they'll fade away. It's really important to be bold and stand out. And that is something that really stuck with me because it's true. 

A lot of times, if you're a chiropractor in my area, I'm right in the heart of Seattle. There's hundreds, thousands of chiropractors in the city of Seattle. But because I was doing something that stood out, there was nobody else in the area that was doing this. It allowed me to stand out among the crowd. And again, if... I hadn't done this. I would just be another chiropractor. But because I was doing something very different, it stood out. And it's still something that now people mention when they come in. And this is four years after I started leaving $100 tabs. 

Dr. Bill Davis

And I think it's, it's so important that it's genuine, right? Like this, it can't just be like, like you said, it can't be a marketing tactic, a marketing ploy. It has to be consistent with who you actually are as a person, right? 

Like if someone else, if someone hears this podcast and they're like, oh, well, I'm going to go out and start giving a hundred dollar bills to, you know, to local businesses. And, but, but they're doing it from the wrong heart, right? Then people will see through that, right? People are going to see that it's not genuine to who you are as a person. 

So I think the point is not that you should go give $100 bills. It's that you should find whatever is genuine to you that's going to help you to stand out in your community and help you to actually be the person that you are and demonstrate that to your community so more people can know you. Is that what you're saying? 

Dr. Christine Zapata

Exactly. Yeah. Exactly. 

Dr. Bill Davis

Yeah, and so another principle you mentioned there that I think it's an important one from the book yourself, Solid System, is always have something to invite people to, right? Yours is the community cocktails, right? 

But that is something that we've been talking with people about for years is always have something to invite people to, because it's such a basic concept. I know it was originally in the original book, but can you talk more about that? Why is that so important? And how is that, you know, what are some different ways that chiropractors can apply that principle in their own practices, their own upper cervical practices? 

Dr. Christine Zapata

Yeah, with the always have something to invite people to offer, it's essentially a very low barrier or no barrier principle to entry for people in the community who are your ideal clients. If you can create a very consistent free event that people who you want to take care of, again, your ideal clients or ideal patients, your target market. 

If you can create something that is consistent. I like to do my events monthly and I try to keep them easy for people to remember. It's always the third Thursday of each month.

The only thing that changes is the local nonprofit that we support. And I want to make sure that people know it's consistent because, hey, if you can't make it this month, it's okay because next month it's going to be on the third Thursday. I don't want them to think like, well, so next month, is it on Monday? Is it on Saturday? Is it going to be across town? I don't know. I don't making sure that it's consistent is definitely helpful. That way people know, all right, this is something that is always going to happen every month. And then I think that you have to really uncover what's the thing that will get your ideal patients to come. 

For me, my ideal patients, they love getting together with people and they love having a good time and they love cocktails. They're not really into craft beer, which is kind of funny because we're right in Seattle and Seattle has a ton of breweries here and they're into cocktails. And so put this Community Cocktails event together. And it's something that people consistently come to because they get to socialize. 

A lot of the people that we see in our office, they work remote. And so they're not actually able to hang out with their coworkers like they did before the pandemic. 

And so we give them an opportunity to meet up with people, They get to have a good time for a good cause. My associate doctor, Dr. Van, she hosts a monthly meetup called Let's Hike PNW because we're in the Pacific Northwest. And her ideal client loves to hike. They love doing any outdoor activities. 

And so she's grown a group of people who they always know the first Saturday of the month, they'll be able to go on a hike somewhere in the Pacific Northwest. The only thing that changes is the hike that they're going to meet at. 

And I've got other coaching clients who they've done. I have one coaching client in Colorado who has ideal clients who love craft beer and they all have dogs. They have dogs and not kids. And so they're always have something to invite people to offer called Barks and Brews. And they meet at a local brewery and they essentially have a doggy meetup. People can bring their dogs and they just hang out and drink beer. 

And I have another coaching client who kind of did a different twist to Barks and Brews. They do Barks and Cold Brews. And so they'll meet at a coffee shop, local coffee shop, that's really close to a dog park on the, I think it's first or second Saturday of the month. 

And so I think that if you can really understand who your ideal client is, your ideal patients, what are their qualities, traits, what are the things that they're into? If you can really figure that out, then I think that you can easily come up with a monthly meetup or a monthly event that they can attend. Because it's free, there's no fee to attend. 

They always have something to invite people to. there's really no barrier for people. It's, hey, just come hang out. If you've got a dog, if you like craft beer, then come hang out with us. This event was made for you. if there's no exchange of money because it's a no barrier, low barrier to entry event, there's really no selling of chiropractic. It's really just all about trying to build community. 

And I think that that is something that sometimes people who try to apply this concept, they think, well, because I'm getting a bunch of people together and I'm a chiropractor, I should probably talk about my business. I don't actually ever talk about being a chiropractor or I don't even actually mention the name of my business when I'm hosting these events because I don't want it to come off as salesy or that I'm just trying to gather people to get them to come in as new patients. While that would be a nice benefit or nice product of the event, that's not really the focus. 

I want to make sure people know that the focus is really just gathering people together. Dr. Van just wants people who love to hike to come together. In organic conversations, then it will become known like, oh, hey, I heard from so-and-so. I'm talking to somebody at the back of a hike, and they mentioned that they are a patient in your office. I didn't actually realize that you're a chiropractor until talking to them. You know, I just moved here from the East Coast and I'm looking to get settled. And, you know, I was under chiropractic care when I was living on the East Coast. And now that I'm here, I kind of need one. So are you taking new patients? 

That's something that they're approaching Dr. Van about coming into the office because they know her. They like her because she's hosting this monthly event. And It's not, there's no like, hey, by the way, if you come on this hike, then you can get a free exam. 

There's nothing really about it that is salesy because it is just a low level event for people to come to. It's consistent, it's frequent, it's free. And that's really what it's about. It's trying to build a community that is made up of the people that you wanna serve so that again, once they know you, they like you, they trust you, when the time is right and they need a chiropractor, they're not going to go anywhere else. They're not going to look for anybody else to work with. They're ultimately going to end up wanting to work with Dr. Van or myself. 

Dr. Bill Davis

Right yeah I mean it's it's ultimately it's about building relationships right and the more people that you can connect with in the community and especially if you already know your ideal client which I want to talk more about in a sec but it's it's about building those relationships. 

Right, I mean we talk about this a lot with you know building a health practitioner referral network right ultimately when you're building a health practitioner referral network you're building you're building relationships, right? 

You're connecting with other health practitioners that you want to develop friendships with and begin to connect with them so that, you know, what do you do with your friends? You help each other, right? And that's what ends up happening. If you go with the intention of building relationships, the end result is you're going to be blessed by those relationships, right? As you go out with the right intentions. And so- 

Dr. Christine Zapata

Yeah, because those people, they know you, they like you, and they trust you. So ultimately, they're like, all right, hey, you need a chiropractor? Or hey, I know somebody who can help you. You can go see Dr. Zapata. 

Dr. Bill Davis

Yeah, for sure. So I want to talk more about building the ideal patient profile, because I think that's really important to all of this that we've been talking about. 

Can you walk us through what are the steps that you took to get to your ideal patient profile? Because it seems like you really know it well. So talk through that with us so that others can apply that. 

Dr. Christine Zapata

Yeah, when it comes to Book Yourself Solid and the systems that are talked about in the book, a lot of the concepts revolve around identifying and clearly defining who your ideal client is or who your ideal patient is. If you know their specific qualities and traits that they possess. 

For instance, I think a lot of times when I'm talking to chiropractors about this, they'll oftentimes think of just the real easy like gimme qualities. Like they value my time or their time. They have money to pay me. 

But you want to think about qualities like, What are they into? What hobbies do they have? What stores are they shopping at? What podcasts are they listening to? What magazines are they reading or books are they reading? Where do they work? What kind of car do they drive? What are the things that they talk about? 

There are different things that you'll want to find out about your ideal client because that can give you a lot of information as far as what you can offer them, how to speak to them, events to host for them. So I think that it's important to really figure out who your ideal client is because if you think about a lot of the major brands out there, they do the same thing. 

I always use Lululemon as an example because most people know about Lululemon, the athleisure brand. And if you Google Lululemon ideal client, you'll see that they've given her a name. She's a 33-year-old female named Ocean. And she makes $100,000 a year. She owns her own condo. She's engaged, loves to travel. She's into fashion. And she has an hour and a half every day to work out. Lululemon has drilled down who their ideal client is. And that's allowed them to offer products that are geared to Ocean or other women who fit their ideal client. 

And I think that that's important for chiropractors to do, because again, I think that we're all taught just take care of everyone with a spine, but some chiropractors love taking care of kids and pregnant moms. 

And I think that if you can really figure out who your ideal client is, it will allow you to craft your messaging on your website, your social media, the things that you say to prospects. That way, your ideal patients, when they hear that, they're like, oh my God, they're talking to me. 

Or, oh my God, that's me. That's the situation that I'm in. Or you can craft the experience in the office so that it's geared towards them. As soon as they walk in, they feel like they're in the right place. 

One thing that I tell people like if you are, let's say you're, we'll use the example of moms. If you love taking care of new moms, maybe in your office, you end up having a nursing station so that if at the time baby needs to get fed, there's a quiet, clean place for them to nurse. Maybe you've got a bunch of different diapers, diaper sizes for babies because maybe they just didn't have enough in their diaper bag. 

That will help your ideal patients if it's a new mom feel super comfortable in your space and feel like the space was made for them and and that's where I think that it's really important to figure out what are these different things about your ideal client that will help you either craft your message or the experience in your office so that those people feel like you're meant to take care of them and they're meant to see you.

So I think that some of the things I like I mentioned Listing out their qualities or their traits, listing out the things that they talk about, the groups that they're a part of. Maybe it's values and principles that they live by. 

And I know that my ideal client loves being able to support local, whether it's local businesses or local people in our community who are in need, local nonprofits. And so that's something that I think is important for people to try to uncover, just beyond the, I want to make sure that people have money to pay me or they value my time. Really trying to drill down who those people are that you love working with is going to be important. 

Dr. Bill Davis

Yeah, absolutely. So this has been awesome. I love this conversation. And I wanted to mention again, you can get the book, Book Yourself Solid for Chiropractors at drchristinezapata.com. 

I believe it comes out March 12th. So kind of depending on when you're watching this or listening to this, whatever, you can go and grab the book there or reserve it to get it later. 

But either way, this is a great book. I want to make sure that, that you're picking this up. 

If you're listening to this podcast, it's right up your alley. It's the kind of thing you need. So again, thank you so much Doc for being part of the podcast. We always appreciate you being here. We appreciate your time. 

And as always, we'd love to say around here, go Team Upper Cervical. Yeah. 

Dr. Christine Zapata

Thank you for having me. This was a lot of fun. I feel very honored to be a guest on your podcast again. It's always fun chatting with you.

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About the Author: Dr. Bill Davis
Dr. Bill Davis is the Founder and CEO of uppercervicalmarketing.com. His goal is to spread the word about the best-kept secret in health through Upper Cervical Specific Business and Marketing Solutions.
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