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Dr. Chad Wohlner
This episode of the chirofunnel podcast is brought to you by Simplified functional Medicine with Dr. Chad Wohlner, Dr. Jason Green, and Dr. Andrew Wells. Join us for a free training where we're going to show you how we are reinventing the way functional medicine is incorporated into practice and delivered to patients. We are doing this in a highly profitable way that doesn't require months or years of training, that doesn't require spending thousands on complex lab tests and supplements, or that doesn't create any disruptions to your normal practice or patient flow and can be done in your clinic or virtually via telemedicine. So if you're interested in functional medicine but don't particularly like all the complexity, then join us as we show you a better way at www.simplifiedfunctionalmedicine.com. we'll see you on the free training doc. What is going on, everybody? Dr. Chad Wohlner here. And this is episode 274 of the Chiro Funnel podcast. And on today's episode we're going to be showing you how to crush it with webinars. So let's get started. So my question for the chiropractic profession is if we understand the universal truth that health comes from the inside and not from some external source, then why would we believe it would be any different when it comes to marketing and building a successful practice? Why do so many chiropractors expect to be able to simply throw money at some external source and somehow think that that like some magic pill will somehow save their practice? Well, it won't. Because just like the health of our body, mind and spirit, the health and success of our practice comes from. I'm on a mission to empower chiropractors to awaken within them their innate ability to create successful practices. I do this by teaching effective, proven marketing strategies through online funnels. I create action taking, dream making, never faking, limit breaking chiro funnel experts. I'm Dr. Chad Woolner and this is the Chiro Funnel Podcast. What's going on everybody? Hope you're having an awesome day. What I wanted to share with you guys today I think can be highly valuable, especially in the current climate that we are in. A lot has changed, obviously. I feel like I've been saying that way too many times, but it's the truth. We've had a lot of changes that have happened and for those who look for opportunities in every problem versus those who look at problems in every opportunity, I'm sure you've heard that old adage, there are some incredible opportunities that are awaiting us. One of those being webinars, you know, what's happened with the current climate in terms of COVID and everything, is that the average person has become far more adept at navigating a lot of the various online technologies that once previous to this, a lot of people just kind of kept at arm's length because they just weren't familiar with these technologies. But what's essentially happened is that people have been forced to basically adapt to these new technologies because their jobs and their careers and their school and everything else has largely depended on it. And so the beautiful part of that is that what's in essence happened now is that webinars are really becoming a new viable vehicle and opportunity, far more than they ever had been. Webinars have always been awesome, but right now, the climate for doing webinars is probably as good as it's ever been, if not better. And so hopefully you're seeing what a tremendous opportunity there is for you in terms of utilizing webinars. And so, you know, if you followed my podcast for any period of time, if you know anything about my background and my story, I'm probably in the chiropractic sphere. I'm probably most well known for being the guy that knows how to use funnels to market and build practices and all that fun stuff. And that's probably largely due to Russell Brunson. I'm friends with him. I've known him for well over a decade. I mentioned in his books and for a lot of docs, that's how they enter into my world, is they're reading Russell's books, and then they see there's this chiropractor named Chad Wohlner, and then they reach out to me on social media and whatnot, and that's that. Right. So I'm probably best well known in that arena in the. In the funnel world. Right. But perhaps one area that docs may not know me as well for is that of webinars. And quite frankly, that's probably the area that I'm most passionate about, because I have had a tremendous amount of experience with webinars and have had a lot of success on a lot of different levels using webinars. And I would go so far as to say, if I can just be honest, I don't mean to brag, but I'm just going to be really straight about this. This is trul what I feel and believe, and I feel like I've got good evidence to support this claim. I feel like in the chiropractic space. There is no one that knows more about webinars than I do. And the reason why I say that is I'm fairly confident no one has done in the chiropractic space as many webinars as I have. I started back in 2016 getting into this kind of whole webinar arena, and I learned a lot from, obviously from Russell Brunson and his mentorship and friendship. Gleaned a lot of wisdom in terms of that. Another very influential person that helped kind of shape a lot of my ideas at the beginning, anyways, on webinars is a guy named Jason Fladley. And he's brilliant, brilliant marketer. And I remember seeing a free training that he did on webinars, and it just blew my mind in terms of the strategies and the tools that he was teaching. And just the approach, the way that he laid everything out just made so much sense to me. And so I took that, and most of what I've learned from webinars has just kind of come from my own implementation of doing them. And so, you know, like I said, I started in 2016, and I made the commitment at that time that too much. Because of Russell's encouragement and his advice, he suggested not only to me, but to other people, like, commit to do weekly webinars live. Weekly webinars. Your webinar dialed in to where it's converting. Do it every week live. And that's very different than the way that most people approach webinars, because most people, their first question is, well, when can I automate it? When can I have it, you know, just, just fully automated so I can do an auto webinar? Everybody wants to do an auto webinar because to them it's. It's easier. And I understand that it is, but the reality of it is I'll. I'll never forget I was at one of the funnel hacking Live events, and Russell was talking about webinars. This was one of the first. I think it was like the second funnel hacking Live event. And he was like, he was speaking to the audience, and he's like, everybody wants to do an auto webinar. Like, he's like, he's like, why can't you guys just get it through your heads that you need to be doing live webinars? He's like, you're doing it once a week. You're talking about maybe three or four hours tops per week in investing, in prepping and doing this and then actually delivering the webinar. He's like, you guys are so lazy. And everybody started laughing. But it was true. And it was kind of at that moment that I really, I had already made that commitment, but then I kind of doubled down on it. I'm like, I'm just going to keep doing live webinars every week no matter what. And I'm so glad that I did because number one, that was the primary vehicle for growing my business, chirophunnel secrets. I mean, it was just every week, it was just so consistent and so predictable. And not only that, but it gave me the opportunity to really refine and develop the skills necessary to really be extremely proficient at not only building webinars, but delivering webinars. And so I learned firsthand from that. You know, I probably, I'll be conservative here. I mean, I've done hundreds of webinars, literally hundreds and hundreds of live webinars. And in 2016, you know, probably clear all the way through 2018 and beyond, you know, I would say we'll just conservatively say, let's say I did 40 weeks out of the year. I took off 12 weeks, let's just say. And I, I think that's again, fairly conservative. You're talking right there, at least 120 webinars just right there alone for chirophonal Secrets. And then there was other projects. And not to mention that I've had the opportunity to kind of consult and coach a lot of others in terms of helping them build out webinars. I've had a lot of docs and a lot of kairos and non Cairos have me help them in terms of building out these webinars. And again, I don't share this to brag. I share this to kind of help set the stage so you can kind of trust and know like, I've been there, I've been doing this. This is all stuff that I have either done in the past or I'm currently doing. I'm currently doing this now. I'm back on doing live weekly webinars. Obviously you probably heard the ad at the beginning of this episode and previous ones as well. The Simplified Functional Medicine webinar. We've crafted a webinar for that and we do that. And the thing that I would say is this. I'm going to be really ridiculously transparent here and kind of pull back the curtain. If you haven't been on that webinar yet and watch that training, go register for the webinar www.simplifiedfunctionalmedicine.com Register for that webinar and get on that and pay close attention to it. Okay? If you decide, if you decide at the end that you want to sign up for the course, which you should, which is awesome, and all that fun stuff, awesome, that's great. But do it from a different perspective. Do it from a perspective of being educated on how to do a webinar, like, follow. And that's the thing like Russell did. He did a podcast episode or some sort of a video, some piece of content. I can't even remember what it was. I think it was a podcast where he titled it are you following the magician's hands? And his whole point was like, he's like, some of the best training you can ever receive on marketing and on funnels and on all this stuff is to just simply pay attention to what others are doing and see what they're doing and take note of it and then really model that. And that's kind of where the whole concept originated from, of what he refers to as funnel hacking. Right. Most of if you've been involved with the whole funnel world for any degree, for any length of time, you've probably heard that term. It's pretty ubiquitous amongst the funnelers out there. The funnel hackers, right. Is funnel hacking. And he makes a very. He makes it very clear the distinction between just ripping somebody off and funnel hacking. Funnel hacking is not about ripping people off. It's about modeling correctly. Right. And so that's the thing is that I would say you're not going to want to watch this webinar to rip it off. You're going to watch it from a standpoint of being a student of the process, looking at. And I can assure you I've done this long enough and I've worked hard enough and spent enough time on it that there's a purpose and a reason behind just about everything, everything the way it is. From the moment you, you know, land on the landing page for the funnel itself, things are very deliberate in terms of the way they're laid out because of, you know, years and years of testing and tweaking and. And, you know, you know, optimizing and changing and whatnot. So from the very beginning, you know, to the. To the messaging you get leading up to the webinar, to, you know, when you get to the actual webinar itself, how the cadence, the pacing, the tone, the way that we deliver the information, how we transition, all of that stuff, it's a very, very deliberate process. And I would simply say, if you haven't watched that, watch it from the lens of A student looking to learn about how to build out a webinar. I would say that's number one. Number two, I am more than willing, for those listening here, I'm more than willing to give you access to a training I did all on webinars. And I'm not exaggerating here when I say this, I gave docs access to or I had docs do a training here. They flew out to Boise, they paid $5,000 to be here. And one of the days that they were here, we did a full day of training on webinars. I dissected and basically broke down, step by step by step, the whole process of how to build out a webinar or how to build out a webinar. And I will give you access to that training for free, no strings attached. And you're probably wondering, like, okay, well, what's the reason why? Why would you do that? The reason why is because I feel like, number one, there's a huge opportunity here right now, given the current landscape and climate. Number two, I feel like this past year really threw a curveball for a lot of docs and really hosed a lot of docs. And so my heart goes out to a lot of docs, and I want to help in some small degree or another. And like I said, I have nothing to gain from this other than if I can put value out there that would be useful for you, would help you. We're just gonna call it. Chalk it up to good karma, right? Helping you guys out. So if you want access to that webinar training, like I said, I'll give it to you, no strings attached. Here's what I'm gonna have you do. If you want access to it, send me a text. I've got a phone number that you can text. 503-744-6248. I'm going to repeat that again. It's 503-744-6248. And just say in the headline or in the text, just say webinar and I'll know that you want access to that. And I'll respond. I respond to these texts personally. So send me a text, say webinar. And what I'll do is I'll get you access to that training and I'll make sure that you get access to that so that if you want to learn the nuances, I mean, we break it down like I said, we go deep. It's probably a good, oh, at least four or five hours, at least of in depth training, basically showing you from step to step. And what I do, not only do I show you the whole webinar process, but I show you kind of in context how you utilize this as a means of launching a new business, in essence. Because again, like I said, what's basically happened over this year is a lot of docs have been, fortunately, I was not in a state where we were forced to shut down, but I know docs who were forced to shut down. And that really sucks. And not only that, but you're still probably, for a lot of docs in certain areas, still dealing with the aftermath of volume not being what it once was because of the fact that you've got so many forces at play that are constantly working to keep people fearful from actually living their normal lives. And as such, you know, just things aren't the way that they used to be. And so. So the name of the game at this point is diversification, right? Trying to find other avenues and ways of serving and reaching more people. And one of the avenues and ways in which a lot of docs are shifting and leaning towards is kind of entertaining, this idea of a virtual practice or doing telemedicine. And there's a great way to do it through webinars. Webinars are such a powerful way to go about doing that. And again, a plug for simplified functional medicine. One of the benefits with that. And I'll explain that, explain kind of why I'm saying this, but one of the benefits with simplified functional medicine is that we make this whole process easy of doing telemedicine and. Or webinars, because we've already done it for you. And I know that kind of somewhat contradicts what I just said in terms of. But didn't you just say live webinars, Right? It's a prerecorded webinar. Yes, and I'm going to make a caveat. Yes and no. So let me explain. So. So I did that webinar training and then what I did was I created a spinoff version of it, we called it the five Day Webinar Flip, where in essence, what I was showing docs was in over a five day period of time, how to go about creating your own webinar. And we did that. And over a five day period, I would go and I would deliver everything I knew to really help docs implement and build their webinar. And what I found was even with that, most still found the task extremely challenging to build out their own webinar. I'm just going to be totally honest with you, and say that. And it's no fault of their own. It just, it's, it's, it's not for the faint of heart. We'll put it that way. Building your own webinar. It's not for the faint of heart. And I'm just going to be super honest about it. Right. And it, and it's, again, I'm telling you this because I'm just trying to be as straight with you as possible. It took me years to learn what I've learned and to develop the process and even still, knowing what I know, like to build a winning webinar like this Simplified functional medicine webinar. It probably took me, if I'm being realistic, it probably took me two full days of effort and energy. Like, you know, and when I say two full days, I mean like six to eight hours, day one, and then probably another three to four hours day two, and then probably scattered throughout the next couple days and, or the next week, an hour here, an hour there of kind of fine tuning. So, I mean, realistically speaking, I don't think it's unreasonable to say that this webinar probably took me a good at least 15 hours to really refine and put, you know, put the finishing touches on it so that it was, it was, it was live webinar ready. Right? And so I went through, I did this training for docs and I showed them step by step by step. Here's what you need to do. Here's, here's what you got to do. Here's what you got to do. But it was still just quite overwhelming for most docs. Now, I don't say that to discourage you or to steer you away from building your own webinar. That's the ideal scenario. That'd be amazing, right? But the truth is, is that I know my audience. I know that most docs are crazy busy. Most docs have practices they've got to take care of. Most docs have families outside of their practices that they're trying to find time for, you know, so for a lot of docs, the idea is just daunting. Like, man, that is, that, that's cool and that's great in theory, but in like, it's really challenging. And so what led us to create simplified functional medicine, at least in part, was what if we could find a way to kind of solve some of those problems best and kind of give the best of both worlds. Now, I know that this is very niche specific, we're talking about functional medicine, but nonetheless, we use this as the vehicle to really assist docs and make it really easy for them to make the virtual transition. And thus far the docs that are in the program that are doing virtual are doing amazing. Like they're, they're loving the simplicity and the ease of it, but also the ability that they have to be able to do a pre done webinar, but also have the personal touch to it. So let me explain. We have a day one video that really sets the stage for the program and it kind of tees up things so that it presents an initial diagnostic test that the patients can pay for. And the way that we teach docs to do it virtually is that you, you get on Zoom and you're live. So it is live and you're, you're basically doing a quick introduction, building kind of a quick rapport with either a single patient or multiple patients if you choose to do, you know, one on many. So again, think like virtual dinner talk, right? And in essence what you're doing is introducing yourself and, or your team is introducing you however you want to kind of divide and conquer there. And what you're is setting the stage. Hey, we know that in our community there are a lot of people here who are dealing with chronic health issues, things like fatigue, digestive issues, difficulty losing weight, hormone problems, depression and anxiety. And we have a unique solution to help you. And so what we're gonna share with you today is a quick presentation that'll really set the stage and share with you kind of our unique approach. And ultimately it'll kind of tell you how we go about finding out if you're a candidate and if we can help you. And at the end of the webinar we' answer any questions for you at the end of the presentation or whatever. And so it's kind of a hybrid in the sense that it's live, but it's also pre recorded. And the benefit and the advantage of it is that it weaves in a lot of the same elements that I've learned over the years in terms of techniques and strategies. In fact, this day one video, truth be told, is an evolution, or a modification, if you will, of my very first webinar that I ever did for functional medicine. I did that was my very first webinar that I ever did was a NAC level functional medicine webinar. We did it. It was extremely successful. But what I found was the program that I was offering patients was not systematized correctly the way that it probably should have been. And so it was, it was, it was a time it was a massive time suck for me. It required a lot of one on one attention and it just burned me out really quickly. And so I was just like, I tabled that for a while because even though the webinar was successful and even though it was converting and it was doing great, it was just too much of a time intensive process. And I just didn't love it at all. And I was just like, okay. And that was literally right at the point where I kind of pivoted and made the transition of, you know what I'm going to do? I'm going to create a webinar showing chiropractors what I'm doing with funnels. And that's what ultimately became chiro Funnel Secrets. And so I share this with you so that you can know that you have the best of both worlds in front of you. You don't have to go about building the webinar if you don't want to. It's there and ready. And again, granted, it is functional medicine. So if you're thinking, well, I like the idea, but I'm not doing functional medicine in my practice, or that's not a good fit, hey, I understand. Go for my course. Watch the course. Like I said, trust me, it'll go very, very in depth as to how to go about doing that process, how to crush it with webinars. But maybe kind of in closing, let me just kind of share with you from a mile up. And like I said, I want to make sure that you get a ton of value out of this episode as well as, you know, all the other episodes there. And so let me just see if I can perhaps give a quick synopsis or Cliff Notes version or summary of kind of the psychology of webinars and what happens and what a webinar is ultimately designed to do. Okay, so again, and I go through this in depth, like I said in the training. So if you want that training, like I said, just text me and I'll send you that training. But here's the big picture from webinar. The Cliff Notes version, the synopsis and or the big picture at the end of the day, the term that I use for a webinar, the ultimate purpose behind a webinar is to create what I call belief, ascension. And at the end of the day, the target that you're after is two levels of belief. And what I mean by that is this. Most don't realize or most get it wrong that they think that the purpose of a webinar or a sales presentation, we'll just say is to get someone to believe you. Right. And that would be correct in part. Right. Because I posed the question, right. If you were selling a patient a care plan, they were dealing with, let's just say a, you know, herniated disc issue or whatever, we'll use a chronic health issue. That's a better. That's a better example. Let's say they've been dealing with digestive issues for years. Right? They come in, you present to them the program. They believe every word you say in terms of your abilities in the program itself. The question now becomes, will they buy what you're selling? And it would logically make sense that, yeah, they would if they believed you. The problem is there's another level of belief that is just as important, if not more so important, in fact, and that is belief in themselves. They have to believe that they can get the result that you're talking about. And the problem is that what human beings tend to do, we all tend to do this on some level or another, especially when it comes to our health, is we tend to isolate ourselves and. And view ourselves as exceptions. Right. That. Well, I believe Dr. Wolner, I believe he's great. I believe he could help, but my problem is different or. But I wonder if this is gonna work for me. You know, I know it worked for all those other people, but, man, I'm just not sure if it's gonna work for me. You get what I'm saying? And so the whole idea, at the end of the day is that what we want to ultimately, ideally have achieved at the end of the webinar, is two levels of belief that. Number one, they believe everything you're saying. I believe this system is gonna work, or this system that it's claimed to be. But I also believe, more importantly, this is gonna work for me. I believe I can do this. Right. And if you can achieve those two levels of belief. Yes. Then you've got somebody who's gonna buy. Right. And that's kind of the whole lead up to this whole process. Right. And there's a whole process from start to finish. Right. And it all begins with the landing page that they start with. That's where the whole process begins. And the one thing I'll say about the landing page, again, I'm giving you the Cliff Notes here. But the secret. Want to know the secret sauce, the magic behind a landing page that's going to convert is this the single thing, and it is curiosity. If you can create a sufficient level of curiosity to those who are Looking for answers to those who have a problem that they are looking for a solution for. And you can create that curiosity. You will get conversions. It's that simple. One of the biggest problems that docs will do, and again, and I can dive into this in tremendous depth, but one of the biggest problems is that they reveal too much. And this was a doc that I was consulting. He had a program for chiropractors that he was wanting to show them, and he just wasn't getting conversions. And I looked at his landing page, and the reason why was because he was just revealing way too much. And the problem, what happens when you reveal too much is people jump to conclusions. People kind of cut you off at the past, and they don't give you an opportunity to really provide the proper context, to really establish your unique offering for them or your unique approach or whatever that is. They just jump to conclusions because you revealed too much. So you got to create sufficient curiosity. And there's a lot of different ways that you can do that. But I would just simply say don't reveal too much. Create good hooks. Right? So examples might be, you know, a good example. You know, one of the things we're going to share with you in this webinar is the number one tool that I use to do blank, you know, Right. That create. That's curiosity. Right. Or, you know, on this webinar, I'm also going to reveal to you the single greatest mistake that is costing chiropractors upwards of $100,000 every year. Right. Don't make this mistake. And I'm gonna show you exactly how to avoid it. Right. You know, one of the other things that I'm gonna be sharing on this webinar is the single most valuable piece of software in our clinic that makes makes converting patients into lifetime care so easy. It's dead simple. You're gonna love it. You know, and this, this piece of software has conservatively made our clinic over the past three years, $3.8 million or so, you know what I mean? Over $4 million, whatever. But you get what I'm saying is that you're creating these curiosity hooks. You're not revealing what that thing is, but what you're doing is you're creating a sufficient potential benefit in front of them. Like, I'm going to reveal this thing that's going to be super valuable, right? So creating curiosity, that's in essence, the secret sauce. And if you've created a sufficient level of curiosity, curiosity, you can do a lot of other things really wrong and still Get a lot of people to show up to your webinar. Right? So that's kind of the biggest kind of takeaway in terms of the Cliff Notes version of how to crush it with webinar. Create tons of curiosity on the back end confirmation page. Make sure that you get them engaged and excited about what, what just happened. I call this the insure reassure step is what I call it. And what I typically will do there too is, is open more loops for them. Right. Create even more curiosity. Right. For everybody that shows up on this webinar. I'm going to be giving you guys a free gift just for showing up live with sure you're there live. It's going to be amazing. This gift I have used and it has helped me to do X, Y and Z. It's amazing. It's great, right? So that's, that's kind of again the Cliff Notes version of kind of how we get people registered for the webinar. Then we go into like the actual webinar itself. And again I'm going to go, I'm going to breeze through this like super fast, not do it the justice it deserves. But again, if you want the in depth version, just like I said, text me. We'll give you the full in depth, the whole inch lotta. But basically I typically will do it in terms of the introduction, then the content delivery, then the transition and then the close. So think about it in terms of kind of four pillars of an effective webinar. If you can effectively dial in and execute on those four pillars, you will have a winning webinar. The introduction, it starts with a bold promise. It starts with you establishing what the clear goal of the webinar is. One kind of clear aha idea that you want them to kind of come away with. You get give them a hook to stay to the end. Hey, for everybody that sticks around until the end, we've got this free thing that's going to be really valuable for you. You establish your authority. Why should you listen to me, right? List out your accolades. You know, I've been a chiropractor for over a decade. We've helped 5,000 patients here in the valley. We're the, I'm the only chiropractor to have ever worked with such and such team. We're the, we're the go to experts are, we've been featured on these news. You know, whatever your accolades are, right? Then you're going to future pace. You're going to basically open up the idea to them of what life could Be like. Like in the future, if they follow what you're gonna be sharing with them. Right. Can you imagine for a minute if we fast forward a year and let's say that you. You did this, could you imagine not having the digestive issues that you had? Could you imagine being able to enjoy food again without the heaviness, without the bloating, without the stomach upset, without all the other problems? Right. What would life be like? What would you do different? Could you imagine being able to lose the weight? Right. Could you imagine going, you know, out during the summer and not feeling embarrassed or worried about, you know, your body or as or this, that or the other future pacing? Right. And then you're gonna basically, in essence, set the stage for today. We're gonna be sharing with you part one, part two, part three, or secret one, secret two, secret three, whatever. And then in terms of the content, the way that we frame it, and this is the way I've always framed all of my webinars. And this is, I think, fairly unique to my approach versus, say, Russell Brunson's approach or Jason Fladlian's approach or a lot of the other webinar gurus out there. I think it's a really simple, slick, smooth, sophisticated approach to webinars. It's problem discovery, solution. That' framework. Right. What's the current problem? Right. And if you can really effectively dial in the problem really, really well, this is one of the single greatest ways to build rapport with your audience. Right. I've heard it said before that if you can effectively articulate someone else's problem better than they can, you build instant rapport and credibility with them. And it's almost like this feeling of, like. And I do this on all of my webinars. I'll agitate the problem. I'll say, like, this is the problem. Currently, it's this, it's this, it's this. It's frustrating. Isn't that. Does that make sense? How many of you can relate to this? And I'll ask it. I'll have people respond to me in the chat box. How many of you can relate to this? And you get response in the chat box. And once you know, like, you're. You're on the nerve, so to speak, of the problem, you're building instant rapport. Because now all of a sudden, what that translates to, to the eyes of the listener, in the eyes and ears of the listener and the participants on the web webinars. This guy gets me. This guy gets my problem. He understands or she Understands. Right. They understand my particular issue. I get it. Okay, I'm gonna listen. And what. There are several kind of leaps of logic that are made from that one part. And I think of all the parts of the webinar, this is one of the most important parts is the problem establishing what the problem really, really is. Because further, the other next leap of logic that's going to be made correct or incorrect is just they're going to say, okay, if he understands this problem that well, then clearly he must have a way to solve this problem. Clearly, he must be an authority on having figured out how to solve this problem. Right? So problem's a huge, huge pillar of the webinar. Right. So then the next part is the discovery. And really what the discovery is, is an opportunity for you to share the backstory. You don't need to get into the technical details of stuff. In fact, if you're on any of my webinars, we. We don't get technical because technical stuff doesn't sell. Technical stuff doesn't create rapport. It doesn't create connection. Technical stuff bores people. People fall asleep if you're going to be reciting technical details. And so the discovery portion is really just you telling an emotional story of, in essence, the way that I would say it is. Why are you passionate about the thing, about your solution? Right. Why are you passionate about it? Well, it all started back when I was struggling with, you know, the problem. And what I found was there was a better way of going about helping people with digestive issues. You know, I was working with this patient, or my wife was dealing with this issue, or I was dealing with this issue. And I figured out, you know, that what if we changed this or what if we simply did this and it was like a light bulb went off and aha. You know, and if you follow what Russell Brunson teaches, he talks about this as the epiphany bridge. Right. What was your epiphany? When did the light bulb go off for you or go on for you? Right. And so that's the discovery section, solution section. And again, I'm trying to keep this as abbreviated as possible for you, but the solution section is, in essence, you revealing a proprietary approach. I call it P4. Proprietary packaging is powerful positioning. And so you present to them a proprietary solution, and the end game behind it is you're not. Your goal with it is to teach the what, sell the how, Right? So you're teaching what it is. That's your goal, is to teach what the solution is. The solution is the 4R method or the streamline method or the whatever method or approach or strategy or, you know, the health roadmap process or whatever you want to call it, Right? But make it very simplified, no pun intended, with simplified functional medicine. But you want to simple or kind of oversimplify the process. You need to, because again, people need to be able to get a clear idea quickly and easily as to what that solution entails and looks like. Right? The more complexity that you put into that solution, the more likely you're not gonna get people engaged on it. Right. And again, think about the solution as an opportunity, again, for you to help build on that belief. Belief that they can do it again from. You know, I've said this before. In fact, I say this in the upcoming Simplified Functional Medicine webinar. I talk about, about the kind of two key principles, and that is that confused patients don't buy, overwhelmed patients don't commit, right? And so in terms of your solution, make sure that it's not a confusing solution. It's a simple solution. So that's the content section, right? So you have your intro, you have your content, then you have your transition. And this is probably perhaps one of the most important areas to not screw up. And yet, far too often, too many do screw this part of it up. And basically what happens is you do a recap. You basically say, okay, so here's what we covered. We covered. Boom, boom, boom. And you really give a quick synopsis of what they just learned. And again, that solidifies, and there's a very strategic reason as to why. And there's a number of reasons why it helps them remember and retain. But also what it does is it provides them with an opportunity, in essence, at the very tail end, to contextually evaluate if there has been value in what's been presented. Oh, yeah, okay. Yeah, I remember the problem. Yeah, I remember the discovery. How you figure that out. And I remember the solution. Right. Those are kind of the three key parts of this that you shared with us. Okay, that makes sense. And so now all of a sudden, what can happen is you can establish value with them. And you establish value by simply saying, go figure. Has this been valuable? And I always ask that, has this been valuable? And if you've done your job right, if the webinar has been engaging, if it's been informative and lively and energetic and fun and a light mood, you know, it's been just really easy going, you will get a lot of yeses. You will get people saying, yes, absolutely. This was really really valuable. And that's the thing I look for, again is you'll know, like, okay, this is going to be a good conversion because if you see a lot of people saying, yes, this has been really, really valuable, then you've established that value. And then all of a sudden what that does is that opens the door for the opportunity for you then to transition into selling. And you know, I've always believed that transparency is the best approach. And so I'm always super transparent when it comes to the transitional phase of it. I always ask, and this is based off of the way that Russell Brunson does it and I do it similar, basically what I just say is I'm very honest. I say, look, there's no possible way we could cover everything we need to talk about and discuss and teach you about Topic xyz. I think all of us here understand that, right? We could talk for hours and hours and hours, but hopefully this gives you at least a really good idea of what this is all about. And hopefully we've given you guys enough value here that whether you choose to move forward and work with me or not, you've seen value here. But before I switch over and kind of transition into just pitching to you and selling you, I want to see if it's okay first. If it's all right with you, if I sell to you, is that, you know, obviously I have a paid program or I have a paid approach or this, that or the other, or obviously you can hire me or whatever it is, right? Obviously there's something that I can sell here. But I don't just want to all of a sudden abruptly just jump into that. I want to make sure that I get your permission first and find out if, if that's okay. Is that okay? And I wait and I just say, just let me know in the chat box if you'd like to hear about it. If you would just say yes. And again, if you've done, if you've done things correctly, people are like, yeah, heck yeah, I want to hear about it. That makes sense. And it's a very logical process. Hopefully you're seeing that this flows very logical and it flows very naturally. It doesn't feel like a heavy handed sales pitch at all. But the beautiful part about that is that once they've given permission there, there's a part of their brain that literally shifts in a way that like all of a sud, the guard is dropped. And the reason why is because there's no sleight of hand. They know, you know what I Mean, like, okay, I know what's coming. He's gonna sell. Now, Okay, I can relax, because I at least know that this is the part where he's gonna start pitching. That's okay, you know, and we want that again in the name of transparency. It makes things so much easier because it's like, okay, here's what we're gonna do. We're gonna start closing. And so then we pivot by basically saying, okay, so how would you like me to help you with solving xyz? And then you introduce it, and then you begin your pitch, and you basically pitch into every step of the process. And the one thing that I would say about this, that is the most important methodology. If you're like, well, how do we even do that? Well, the way that you do it is you need to think about what you're selling and deconstruct and then reconstruct it into an actual offer. See, there's a difference between just trying to sell someone something and making an offer. And we could talk about this for a long time, but I'm just going to keep it, again, as brief as I can by helping you understand that an offer is created when we deconstruct and then reconstruct. So let me explain. You have this approach or this solution that solves a problem, but to most people, well, I would say this. It's the classic curse of knowledge. What you do to you is not mysterious. It's like, oh, yeah, we just do xyz. It's really simple. And chances are, when you say that, oh, we just do xyz, that's a grossly abbreviated and grossly oversimplified way in which you go about solving problem xyz. Right. And so what it's going to require is for you to take a moment, and I would literally just say, get in front of a whiteboard, take a good couple hours of just blank time, creative time for you, and deconstruct your process. And what I mean by deconstruct is literally breaking down how you go about doing what you do, literally breaking it down step by step by step, and really teasing out what's unique about your process, what's unique about your strategy, and really deconstructing that. And then what you do is you reformulate it into a proprietary method or a proprietary approach, and then you stack that in terms of. Of what's going to be the logical flow for someone who comes through this process. Right? They're going to first start with this. And what's the benefit to that? Person. The benefit is that they're going to be able. So that we're going to be able to help you with xyz. Okay, cool. So what's next? You know, and constantly be asking that question of kind of what's next? And another way to phrase that question would be, well, what else does this person need to succeed? What else could they use? What else could benefit them to help them accomplish and get the end result that they're looking for? Oh, I've got an idea. What if we help them by also doing this? You know, and I would say this, this deconstruction and reconstruction process is also a brainstorming process of asking that same question of what if? Right. What if we did this? What if we could help them by doing this? And again, there isn't a simple canned answer of this is what the offer should look like. Because so much of it, again, is a brainstorming process of, you know, it's a creative and imaginat process. Right. What if we could take the patient and what if we could do a, you know, a retreat in the woods with them? What if that worked? You know, and sometimes these things will work and you'll hit. You'll strike gold. Oh, that's a brilliant idea. That's awesome. Or no, that's not going to work logistically. So you cross it off or whatever. But what you do is you just kind of whiteboard out and kind of brainstorm and create these ideas and then you formulate it into a systemic kind of, or a systematic. What's the word I'm looking at? Systemized. Excuse me, systemized process from A to Z that logically and chronologically moves forward and makes sense. You do that and all of a sudden you've got yourself a really, really compelling offer to them. Because now what you've essentially done is you've deconstructed the process of solving the problem and you've created kind of a roadmap of success for them to help them solve that problem. Now you've got a real offer in front of you and there's a whole lot more that, golly, there's a ton more that we could talk about. But again, for the sake of time, I'm just going to kind of leave it that and hope that that has been immensely valuable already for you. But I'm telling you, docs, there's a huge opportunity for those who are willing and ready to put in the work to start using webinars and for those who want to do webinars and or do more of a virtual thing, but don't want to build their own webinar. I would strongly encourage you to look into simplified functional medicine because we've solved a lot of those problems for you. And I would also encourage you, and I would welcome you to come and listen to that through the through a lens of being a student of how we've crafted a webinar. Because without trying to brag too much, I am going to say I genuinely believe that the simplified functional medicine webinar that we do is a masterpiece. I mean, it's awesome. It's really, really cool. So anyways, hope this has been valuable for you doc and look forward to sharing even more with you on upcoming episodes. Have a good one and we'll talk Talk to you soon. What's up Chiro Funnel Experts? Thanks for listening to the Chiro Funnel Podcast. If you found this valuable, be sure to subscribe and share this with other docs that you feel can benefit. If you have specific questions, and I really do mean this, shoot me an email chadirofunnelsecrets.com Let me know what your question is and I will answer it live on one of our upcoming podcast episodes. Also, please give us a review because that really does help us to be able to reach more docs and share this message and be able to ultimately help the profession.