With nearly HALF of their new patients coming from external marketing, Dr. Raymond Nichols and his wife, Dr. Mariya Shaeffer, are clearly doing something right. Dr. Joe Esposito has Dr. Raymond on again to give some insight on delivering the true message of chiropractic to the community. 

About the Guest:

Dr. Raymond Nichols

Originally from Laurel, Mississippi, Dr. Raymond Nichols attended Nicholls State University where he received his Bachelors in Athletic Training while playing football there. He later graduated from Life University with his Doctor of Chiropractic. Together, with his wife Dr. Mariya Shaeffer, he runs AlignLife of Pelham Falls.

About the Host:

Dr. Joseph Esposito,CEO

Dr. Joseph Esposito, D.C., C.C.N. C.N.S., C.C.S.P., D.A.B.C.N., F.A.A.I.M. C.T.N., is the Founder and Chief Executive Officer of AlignLife. As such, he is responsible for the direction of AlignLife as it expands further across a dynamic and rapidly changing healthcare landscape. Dr. Esposito has more than 20 years of experience in a broad range of businesses, including chiropractic, nutrition, technology, and internet marketing.

Dr. Esposito has extensive post-graduate academic accomplishments, as well as 15 years of experience managing successful chiropractic clinics in multiple states. He also is the founder and CEO of Aceva LLC, a service-based nutritional company providing products and services to the AlignLife clinics. As the former CFO of an internet publishing company, Dr. Esposito understands the power of leveraging the internet to impact the lives of millions of Americans.

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Dr. Joseph Esposito: Welcome to this episode of align your practice podcast with Dr. Joe Esposito. I'm here again with Dr. Raymond Nichols. How're you doing? Doc?

Dr. Raymond Nichols: Doing? Well,

Dr. Joseph Esposito: awesome. Well, today we're going to talk about external marketing. We all know the three branches of marketing, we have our internal marketing, which is promoting internal referrals, we have our digital marketing, we have our external marketing, we're going to talk a little bit about digital and social aspect, but in essence of the external approach to marketing. So is that your favorite? Or is it all good to you? Like, I we know you're good at some of the dinner, talk social, that's what you got a name for? But what's your passion in regards to promotion?

Dr. Raymond Nichols: Um, I'm actually gonna say so like, the numbers don't lie. I go back and look at the practice diagnosis. And we get majority like, this year, we got 46% of our leads from external events. So 40. So that's our that's I do I love external. Love social. So yeah, I'd say it's my favorite. I think that's why it strives the way it does.

Dr. Joseph Esposito: So what do you like? Is it just the power of the energy of an event of new people? Is it convincing the set skeptic with you for you? Because you do like,

Dr. Raymond Nichols: yeah, um, I like I like, I like humanity. I like humanity. I love humans. I think humans are awesome. They're all different. They all have different stories. We all have beliefs, we have all have limiting beliefs. And I believe that what we do as chiropractors, everyone needs to know. And the only way to know is that we have to get out. We can't wait in our office and like wait for people to come in. We have to get out we have to meet people, we have to get people in a certain environment. Make it a safe environment to learn, to ask questions. Because I mean, we know Dr. means to teach. And if we're not doing that, I feel like we're undeserving of the people that we're supposed to be serving. If we're not teaching, we're not empowering them to step into their own greatness and their own their health potential as well.

Dr. Joseph Esposito: That's so interesting. You know, for me, it's I hate lies. And I just want to tell people the truth about things. I just, that's my mission. I don't know if I like humans as much as you write. I like to, like, as a premise, like, why do you do it? I like humanity. What, uh, so for marketing, guys, if you're listening, humanity, and that's all you need. That's great. Well, let's break it down a little bit. Yeah, I said on a previous podcast with you, the first thing I saw, I'm not a big social media guy. But I was told to do Instagram and I promise that every day I did it like seven times. But I saw that one video of you and it wasn't vertical jump that I was kidding around last time. I watched that like eight times. I'm like, I know. I'm 50. But I think I could have maybe, I don't know a little more than half I wanted to see if I could do and I kept watching like, Damn, that's amazing. So that was intriguing. But what I love about that is that's a piece of who you are. Is the fitness side of things. And when I watch your stuff, I don't know if there's more magic to it than be authentic but nothing to do that's just doing what he does in his office and at home with his family. So what's what is their juice to this course it be authentic? And don't be afraid to share your life. What is the What's your man? Yeah,

Dr. Raymond Nichols: I mean, yeah, no, it's not. I know, it's not gonna be sexy. Oh, seriously, I think that's the piece of it is so all my life. I haven't. I hadn't been like this for anyone that you met. I hadn't been this moment. I'm sure. I was I was introverted. Wow, I was. Yeah. I was afraid to talk to people afraid to stand up for myself. Said no loving kind, but I was just not extroverted at all. And that didn't really start to come in to play into like, into college. That's really where I started, like, really, just step into my greatness and like who I am and stop, like, trying to be something that I'm not I think that's what for so long, I was trying to be something that was not and that's why he wasn't able to like fully experience who, who Raman is right. So you meet me in a day, like you're gonna fully experience Raman, you're not gonna get any version, any other version, like you're gonna get Raman because I think again, it's not sexy, but like being authentic is, it should be the easiest thing in the world to do. Because, like, it's you, and you should just be you. But I feel like it's one of the hardest things because like we we have so many limiting beliefs about ourselves. We've heard this about ourselves. We said this person's doing this, and we tried to be like like this person, we try to do this, we try to take these things. And yes, we can learn from other people. But it's power when you step into your own greatness because like, I know I'm going to reach people that Dr. Joe SDO is not going to reach. Dr. Joe Esposito is going to reach people that I'm not going to reach. Right? I believe that we are here to serve a certain group of people. And we're in if we don't step into our greatness, and they have never experienced the Dr. Joe Wright, they had never experienced the Dr. Raymond greatness that are, they're never here, what they need to hear from, from Dr. Ray. So authenticity is the is the foundation of it. And then you talk about like not being afraid, you definitely. And we, when I've what I've noticed is that when you're afraid, you're basically like making it about you. And so I'm sure you heard the the quote is that like it's not about, like, it's not about the messenger, it's about the message. And so like, that's all that matters is the message. And like, it's all about the truth. It's like, this is the truth. This is a message that I have to get out. And I don't care how look, sound, but it's going to get out. And it's going to resonate with if it resonates with one person, like I've done my job. And that's my whole mindset when I get on social media, while I'm out in the community.

Dr. Joseph Esposito: It's so huge. Having the truth, it's such a blessing that we have to be able to express something that's so genuine and authentic and true. And for a group of authentic people. And that's what I'm proud of the people in a line. Like, it's a lot of authentic humans who are who they are quirky, weird, different. Loving, and telling the truth. Clarino said something in the previous training that I'm gonna mess this up. But it was something to the effect of the energy or the power of authenticity and love and some other things. And it was like 404,000% more power in authenticity than even love. That was like, wow, I don't remember the context, but I'll have him about it. But that's to be authentic in yourself. Is it scary for a lot of us to be who we are. And you said was interesting what you said that the Raman now is not what you would have seen years ago. Do you think you're a true extrovert by nature? Or is your purpose just pushed you into? pushed you into your genuine self? Or do you do it because you're passionate in your message? And then you retreat back to the introvert of like, no, I need my alone time. I like that. But I'm not really an extrovert, because it's interesting to some people. Yeah, Johnny Carson is an introvert. It's like him? No, he did. He did his thing quiet after his shows. And I read about him like, how can you be an introvert? How would he How do you feel about yourself on that? Are you I'm actually

Dr. Raymond Nichols: I'm actually, I'm actually glad you brought that up, because I actually gave him some thought. And so I think it is I think it's the mission, I think is like, like where I want to go in the in the truth I want to get out allows me to have like, just just do it. It's like, I just gotta do it right. I would say I am more introverted. I will say that because I do love being around people. I will say that. But I have noticed that when I'm around, and maybe just allow certain people, like, I'm not, you know, I'm not the loud or anything like that. It's like I do get a little reserved until I just kind of like, observe the people around me a little bit. And then like I engage, but I'm not the engager at first in some in some crowds. So I have noticed that about myself. So I'm like, Oh, that's interesting day. I'm not like super extroverted around these people right away. Like I'm a little reserved, and typically, I'm not like that. So again, that's very interesting.

Dr. Joseph Esposito: I think you're an introvert, I really do in social circles, you'll be quieter. And now if someone asks you to speak, you'll step up and shine. But I think you're by nature wired as an introvert, I don't think you'd be comfortable every day on stage or every day in groups of 100. Like, I think your message is so pure and strong that is without it. It just comes out. But I think your natural state may be in a sensitive. It's interesting, right? Because those that are introverts that are listening, we label ourselves like, oh, I can't do that. I'm in front. No, no, you just can't live that way. Like you're not on social media every moment of every day. You're not on stage every day. But if you want to talk, you go in you shine then you're back with the family and you're in your space right to recap. Right, so interesting. So let's talk about the other side. We talked a little about social and before we go there any practically on So, post every day, give me two or three little pieces of meat that you may hear elsewhere, but simple, practical things For people to grab,

Dr. Raymond Nichols: yeah, I think one is, follow and engage with people in your community. Literally, you can go to the search bar, you can type in a hashtag. Like, um, use green for Greenville, for example, I'm typing in GVL this or Greenville, this or Greenville, that and people have put these hashtags up, that's that live in Greenville. And yeah, we just follow them, you can engage with them. That's one of the things I did before we even moved to Greenville. And like, constantly, I had one, we had one screen set up because of that, because I literally just like I follow that I follow a lot of people. I just like, I saw agree, they're like, click, click, click. And I will say, could they only let you follow so many people in one day, and like, it's not let me follow up people for 24 hours, because I hate like, follow up. So many people that day, I do the same thing next day. And like, I continue to do the same thing. Same thing, same thing, until I went to my metrics, you can see a medicine and Instagram to see like, where your followers are from, until my matches in Instagram, say they most of my Apollo followers were from Greenville. I like Okay, here we go, we're getting we're getting somewhere. So that's, uh, that's one thing, practicality that you can do. If you're in a city, or if you're like, going to a new city, new area. Next thing is I would post every day just because like, social media, like people are inundated with information every literally every single day. So like, you gotta, you gotta do something every single day where there's some small video or post something, just to keep, not only keep people engaged, but also keep the algorithm going as well. Because once you stop, the algorithm goes down and dance I really hard to get back going. And that piece of it, and I'm trying to think at number three, is I think it goes to about to say that we talked about authenticity, obviously. Yeah. Yeah. But you got to be that, but I think there was some practical things that that we do Tuesday and just be creative. As much as possible. And if you're not creative, then you got to find someone who is creative.

Dr. Joseph Esposito: Yeah, you got to keep it interesting. That's true. And did it happen overnight? Or was it take years where you start to see more and more traction? Let's say in Greenville that first year did it like fill your practice up? Or was it was it what did it do for you like

Dr. Raymond Nichols: we didn't fill out practice up but I mean, but you you like he's you start to see these things like you're in a city use continue to do it. Do you follow people they see you here to hear about you're here. It happened the I guess about a month now man me and Doc right went out to eat had a had a date night we had some to me they nice, but we had a date night went to auction house downtown. And this the the manager actually have the horse replace. He was just looking at me weird. Like, I'm like, why? I'm looking at my hairline. Why? Why is man looking at me like that? And then he counseled me, he was like, it's gonna be a weird question. But I have to ask you, are you the chiropractor? Right now say, Yeah, that's me. He's like, Oh, I thought that was it. And then he's like, I've been trying to I've been wanting to get into the office, I follow you on social media. And then, and then he was like, and literally, like, five minutes after that, I got a notification saying that he had paid a deposit for his new patient appointment. And he scheduled his appointment and like he's been in the care for a month now. He's trying to get his wife in as well. So like, like those things? Yeah. Those things happen. When she like, you continue to do it. You almost become like this. I won't say that celebrity but almost a local celebrity of the of your city. Let's see people people know you. Because you're always you're somewhere like you're in their ear or you're in their face.

Dr. Joseph Esposito: I love it. Well, let's let's do the last part on this some that was great practical insight, guys. If you're listening, the other piece will go is a little bit on external marketing. That's how I built my practices was external marketing. We didn't have the internet back then. And it was just workshops, screenings, that's my power house so I could go on a screen and build a practice in a weekend. I actually love it. So I love what you said and I think the systems are wanting align like has exact systems, how to do a screening, how to do a dinner talk, we have systems and we talked about this on a previous podcast, you have to have systems but really it's the intention to me because I was at a screening in helping a clinic out in North Carolina and they would get like one patient each time and I went to screen watch the way they did I hear guys. You're not even like focused on the mission like I don't feel the energy of like that, you know people are suffering I don't feel like I, you're missing the piece. You got the practical part like a clipboard, you got the pieces, but I don't feel any intention like I see suffering people. I'm here like, I can't sit down, you're sitting down, I can't sit down because there's so much suffering people, I got to get up and talk to them. So for me, I'll sit in the car. And I'll visualize the people I'm going to see and do some deep breathing. And I'll picture the girl who's scheduled for surgery to put a rod in her spine next week, and I'm hoping to meet her. I visualize the little boy on ADHD going to get Ritalin and graduate to antidepressants and mess up his life, his family, his future is his intimate relationships is everything based on this psycho tropic change they're going to make to that child's brain. So I'll see these people and I got a car. You can't sit me down. You can't like I'm on. I'm ready. So it's a big getting in state. Like, I gotta serve. Now. You know what I mean? So you said and I was joking, but the truth is, you said I do this because I like humanity. Three words. I like humanity. That's intention, right? And then you and I maybe stumble through the systems and own it because we got to get a product. But it's because the burning feeling inside of us, right. It's not to build a business. It's not I don't feel that in you. It's not and people say I'm trying to build my business. I'm like, don't serve people. Don't build a business don't serve people to their to serve their their their adversity help serve don't get you know what I mean? I don't know. Yeah, I think you resonate. Same way. How do you get

Dr. Raymond Nichols: Yeah, yeah, I resonate with that. Because that's the intention. So when you say that will get you in your state? What gets me in my state every time is, is my grandparents. Alright, so I live where and I see them. I saw them suffer. I saw them take medication surgeries. And that's my like, my motivation. It's like, hey, like, when I'm talking to someone like I see. I see Dr. Joe, I'm talking to you. But behind the lens, I see George Smith, which is my grandfather. And I know that he will be a lot healthier, a lot more functioning a lot more, have more adaptability, if he would have had chiropractic care early on in his life. And so that's my that's my drive that unless I get the state Yeah.

Dr. Joseph Esposito: I love that. So your your go twos, I probably did our talks, right? That that's your go to that's one of your, you know, feathers in your cap, like, you know, you can pull that off. Is that one of your strengths?

Dr. Raymond Nichols: Yeah, I would say at this point. Yes. Early on in my career, I would say, probably not. But I will say dental talks, and definitely the screenings. But yeah, dental talks, I love the dinners. They make it make the most sense. We're able to get people there. We actually talked about utilizing social media. We also obviously, we utilize social media as well to get people in seats at the dinners. But we also as a team, what we do is typically on Tuesdays, we have a dinner coming up, we just go out in the community. And I just print these little flyers out. And we like literally like, Hey, we're you know, we're such and such, we're right down the street. Have you heard about this, blah, blah, blah, we're doing a dinner on this day at this time he, I want to invite you and your staff, you just scan the QR code. And like we do that we like like, I go one way or another team and goes anyway, Dr. Vibe goes another way. And we just we just divide and conquer. And so like That's old school marketing there, but I think it works because people get to see you. You'd be surprised how many people around our office, they're like, I never heard a lot of life and like, literally write down and just positive aside to who you be.

Dr. Joseph Esposito: Well, well to what you just said to me just speaks to a different level of consciousness. You're not starving for new patients. You have more doctors on your team, you're successful. You don't need to go on the street and a handout little flyers, little cards to get people to get to make money to pay for your rent. So why the heck is a doctor taking a postcard walking the streets when he's successful making money and doesn't need to. It's because he loves humanity. I mean, really think about why do I have 50 to running a franchise love to do a screening? I don't I want to tell the truth to people. Right? Isn't it the truth that those that are just trying to build a business and they're suffering? Stop, just start serving, right? I mean, you're you're handing those out because you want to serve people, right? It's not Yeah, you need to pay the rent, right? It's just, that's what creates abundance is serving the mission. So I can just talk to me Should all day sometimes I'd be slapped, wait. Give them some meat stop talking to mission and mindset. Well, let's give them some meat on dinner talk. What are the top three? Like? Is there a little practical things that you messed up in the beginning that you really got to set it? Right? Whether the way you give the offer when they eat? Or is there any simple practical things, you could lay out? A cup? Yeah, I

Dr. Raymond Nichols: think I think the biggest thing that made the biggest difference was that, at first, I was always rushing my clothes for some reason, and maybe at some uncomfortability there in the beginning, but I was always rushing and my clothes are probably like, I don't know, two minutes or a minute, maybe. I laugh because like, my clothes now is literally probably, I would say probably 15 to 20 minutes, maybe 20 minutes. And like, the body of my talk is probably like maybe 10 minutes. Like I would never have done that at the beginning. Because I in my head like okay, I've given him all his information. And then your students short, close at the end and they can be ready to go. But no, like it's the it's the opposite I do a I do a heavier, open, smaller body and then do a heavy clothes. And the baton in the opening with the with that essentially bringing it back caught talking about my my grandparents as my story. And that's what drives me. And like that made it has made the most the biggest difference in like getting people to take this information and be receptive to it. And come into the office. And so like, and that's the same thing I told Dr. vite like so he's doing a dinner tonight. And also Dr. Vine is doing dinner next Friday. The same place, we're gonna get it packed out both both Friday's back to back. So

Dr. Joseph Esposito: well, that's that's, that's great practical insight. So, yeah, just closing up any final thoughts? I think we gave some practical insight and we know exactly what were what they need to do to take the next level in their practice.

Dr. Raymond Nichols: Yeah, I think yeah, I think we hit it. I think I think I think the biggest thing is just being authentic and just knowing like, like, why you do what you do. You got to know why you do what you do. And I think that's going to allow people to really step into their greatness. Okay, awesome.

Dr. Joseph Esposito: So, if you guys want some more information about dinner talks or anything, please reach out to a line life we'd be glad to serve you. Thanks for listening. Dr. Raymond. Thanks again. Appreciate it. Thank you. Bye bye.