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038 News, Announcements, and Some Thoughts on Tech • Michael Max
Episode 3826th June 2018 • Qiological Podcast • Michael Max
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In this solo episode I review the past six months of Qiological and give you a preview on the next six months. Also I'll talking in some depth about the Practice of Business, why SEO is a process, not a product and some thoughts on what makes for an effective website. Finally, I have some news to share with you about being more involved with Qiological.

I used to think that business was a necessary evil, but have come around to realizing its a powerful opportunity. And I have my family to thank for that.

And speaking of business, your web site is an important part of that. I've some opinions about it too, as mine has become over time an appointment generating machine.

If you would like your phone to ring with people saying "I want an appointment" instead of "I have some questions about acupuncture" after they've been on your web site, then you are going to want to listen to this show and take notes.

 

Head on over to the show notes page for more information about this episode and for links to the resources discussed in the interview. 

Transcripts

Michael Max:

The medicine of east Asia is based on a science that does not

Michael Max:

hold itself separate from the phenomenon that it seeks to understand our

Michael Max:

medicine did not grow out of Petri dish, experimentation, or double blind studies.

Michael Max:

It arose from observing nature and our part in it.

Michael Max:

East Asian medicine.

Michael Max:

From the examination of dead structures, but rather from living systems with

Michael Max:

their complex mutually entangled interactions, welcome to qiological

Michael Max:

I'm Michael Macs, the host of this podcast that goes in depth on issues,

Michael Max:

pertinent to practitioners and students of east Asian medicine, dialogue and

Michael Max:

discussion have always been elemental to Chinese and other east Asian medicine.

Michael Max:

Listening to these conversations with experienced practitioners that go deep

Michael Max:

into how this ancient medicine is alive and unfolding in the modern clinic.

Michael Max:

Hey folks.

Michael Max:

It's Michael.

Michael Max:

Welcome back to qiological.

Michael Max:

You know, about six months ago, I tried to do a solo show and then my

Michael Max:

friend Paula Campanelli said, Hey, Michael, I want to interview you.

Michael Max:

And so that show turned into me being the guest, her being the host.

Michael Max:

But here we are, it's the end of June.

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Qiological has been going once a week now, since January.

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And I've had a few folks say, Hey, Michael max, we'd like to hear from you.

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And actually there's a few things that I'd like, just to be able to say a few things

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I'd like to be able to share with you.

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So today my guest is me.

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Just me.

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You got me for a little bit.

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This show is basically two parts.

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The first part I've got some housekeeping stuff.

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I want to go review where qiological is.

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For the past six months, give you a glimpse of where it's headed.

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And then I want to talk to you about something that's near and

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dear to my heart, which oddly enough is some business and marketing.

Michael Max:

Uh, this is something that I never thought that I'd really be interested in.

Michael Max:

It's only recently that I discovered I actually it in my blood.

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So to.

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Which has given me a tremendous leg up over all these years.

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I just didn't know it at the time.

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But more about that later, later in the show, I'm going to talk about websites.

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I'm going to talk about SEO and how to make your website make a telephone ring.

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So we're going to get to that in a little bit, but first.

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Let's talk a little bit about qiological first of all, I want to thank all of you.

Michael Max:

Number one, for listening, you know, I'm sitting here talking into a microphone and

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it's really helpful knowing that you're on the other end of this conversation,

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because if I was just talking into a microphone, I'd have like three

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minutes worth of stuff to say, but.

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This really does seem to be a conversation.

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And I truly appreciate those of you that have reached out to me.

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There are conferences then, you know, we've met in person emails.

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It's so nice to get your feedback here about how you like to show.

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So thank you for that.

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So real quickly, I just want to do a quick.

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Of qiological where it's been for the past year.

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Since the beginning of January, I've been doing a monthly

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production cycle, not monthly.

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I'm sorry.

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We've been doing a weekly production cycle.

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And for the first time ever the coverage of a conference, I was at the sports

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acupuncture alliances conference.

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Brought you geological listeners, a little taste of the show.

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There hope that you enjoyed that.

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It was really fun being there also in this past six months.

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I've been really paying attention to, and really taking note of the

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technology that goes into podcasting.

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Some of this came about because in February I went to a podcast conference

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and I learned a ton of stuff there.

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A lot about equipment, some about the, how tos, but mostly I learned a

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lot about equipment and sound cool.

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And I've become really kind of persnickety about the sound quality of qiological.

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Now I know that I don't always reach my own measure and standard with it.

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I do the best I can, but I'm really striving to bring you a high

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quality of sound with this program.

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Why?

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Because really when all you've got is audio, the audio needs

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to be as clear as possible.

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Or it gets in the way, and I really would like nothing to get

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in the way of the discussions that I get to have with all of you.

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So I've been buying some new equipment.

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I've been working with some new websites.

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I've been doing all kinds of techie, backroom stuff, trying to make the

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sound on the show better for you.

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I've become a little bit obsessed with it.

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I'm not going to bore you with too many details other than to say.

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I hope that as the show goes forward, the sound quality gets better and better.

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What else have I done in this past six months?

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Ah, yes.

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And I really couldn't do the show without these guys because

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you know, I'm busy in clinic.

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I'm like you, I make my living as a practitioner.

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I want to make my living as a practitioner sitting around editing

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podcasts, not really my cup of tea.

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So I've got a couple of guys that helped me out with that.

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Some outside editors and they help clean up the sound.

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They take out the extra ums and OHS, if there's spaces in between people

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thinking, we take that out because.

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When those things are taken out, when all the little noises that we

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naturally make in conversation are removed, or at least many of them are

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removed, then you just get the content.

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You don't get the noise getting in the way of the signal.

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So a big thank you to the guys that helped me with the editing.

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I really could not bring you shows once a week without their assistance.

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And there's some other folks that I couldn't bring the show to you with.

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Those were the sponsors, the people over at golden needle.

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The folks over at LASA, OMS, and Toby daily from the Chinese nutritional

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app, all of these sponsors have helped to make chill, logical

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arrive in your ears once a week.

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Really grateful for their help.

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Couldn't do it without you.

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Thank you.

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What's up next.

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Another six months of interviews with practitioners that I

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think you're going to enjoy.

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I hope you enjoy these by and large are people that you may not have heard of.

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I like to try to interview busy practitioners, folks that are just

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focused on clinic and every now and then I can just get them online and have a

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conversation that hopefully you will find useful in your clinical work as well.

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So that's going to connect.

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And as I go forward into the later half of the year here, I'm adding when I'm

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kind of thinking of as a geological 2.0, I'm opening up an opportunity for

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you guys to become subscribers, to.

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So if you're a member of public radio, if you contribute to a local

Michael Max:

museum or a zoo botanical garden, or maybe you've got season tickets to

Michael Max:

something, then you know, it feels good to support something that you enjoy.

Michael Max:

I know I thrive better when I feel like there's a sense of exchange and I've

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neglected to give you guys the opportunity to show your support for the podcast.

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Also, let me just say that having you as a listener, that's a deeply

Michael Max:

appreciated form of support.

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However, if you'd like to help with keeping the web software up to date,

Michael Max:

keeping the servers running the editor's paid, maybe even kicking

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a little bit a change to keep me in good Taiwanese tea, French wine, and a

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little Irish whiskey from time to time.

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Then the subscription option is going to be opening up.

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Subscriptions to the show or $5 a month.

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Yeah, I know that's less than two cups of plain non fancy

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coffee at the local Java hut.

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It's such a deal.

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And if you'd like to contribute more, you're welcome to do so.

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But $5 is the basic contribution to become a subscriber.

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What else do you get besides the warm, fuzzy feeling of

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supporting something you like?

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Subscribers are going to get a little bonus by having

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access to some extra content.

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First, I get to talk to all kinds of fascinating and brilliant practitioners.

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And sometimes I just don't want to wait the weeks or maybe even months it might

Michael Max:

take to share my conversation with them.

Michael Max:

And as the publishing schedule is usually booked out four to six months in advance.

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I just don't have room if I want to squeeze something

Michael Max:

really cool in, so sometimes.

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I'll be posting these conversations early, over in the subscriber area.

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You'll get to pick up this content a little bit sooner.

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And if you're the kind of person that likes to listen more than once a week.

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You're going to love that second thing.

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That'll show up in the subscribers area.

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I'll be putting the mini there.

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I'm looking to do a couple of different mini series.

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The first one up is going to be on loving your business.

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Like you love your practice.

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It is going to be a little series where I'm going to bring in some guests.

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Get this they're experts not focused in the acupuncture community.

Michael Max:

These are people who have set out to do their own thing and discovered

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that they were actually entrepreneurs.

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And really where I sit, I think of anyone who is self-employed and

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especially anyone who set out to do some nine stream kind of medicine.

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Hey, I think they got a bit of the entrepreneurial virus.

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And it's not a bad thing.

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Now.

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I've been lucky enough over my years to run into some smart little people that

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are living the kind of lives that they want and they're getting away with it.

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So I managed to corral some of these folks and to sitting down

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and doing some interviews with.

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The business and marketing miniseries, which will be coming up in the next couple

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of months is going to have interviews with these kinds of folks, a very diverse

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group of people that are using what I like to think of as basic principles for

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building a business, for figuring out how to build a business and for having fun at

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making the kind of life that they want.

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These are inspiring people to me.

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And I hope that they're going to be inspiring to you as well.

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So I'm looking forward to sharing those discussions.

Michael Max:

Next thing that you'll find in the subscriber area is an

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occasional guest interviewer.

Michael Max:

I've been talking to a few folks that I think would do a great

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job coming on as a guest host.

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And the benefit to you is that you'll get to hear from other perspectives than mine.

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These guests interviewers will show up from time to time in this

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subscription portion of the show.

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So be watching for those in the next few months.

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They will also be listed in the monthly newsletter.

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So if you get that, you'll know when they're on the air and if you don't get

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the newsletter, you can sign up for it.

Michael Max:

Well, where else the website now subscriptions are handled

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through a site called Patrion.

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And the thing I particularly like about this website and the service

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that they offer is that you will get automatic emails from them when

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subscriber content is released.

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So you'll still be able to listen to all your podcasts from your iTunes or

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your overcast or whatever other app that you use to listen to the show.

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It's just that you'll get a special link.

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That's going to take you over to the subscriber content.

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I want to try to make it as easy for you as POS.

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So to make this easy for you, I'm going to have a link over on the website.

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So look for subscribe to the show button.

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That's going to show up.

Michael Max:

As soon as I got this thing up and running, what else is coming

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up here in the next six months?

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Right?

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Conferences I'm currently in the midst of planning to do a couple more of those.

Michael Max:

So stay tuned.

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And finally, we're coming up to the first year anniversary

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of qiological holy smokes.

Michael Max:

I can't believe this has been going on for a year already.

Michael Max:

And for that show, I'd like you, one of you listening out there

Michael Max:

right now, I'd like to invite you to pull up a microphone and do an

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episode with me as the anniversary.

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Podcast of qiological.

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So if you're game for this, if you're out there listening to my voice

Michael Max:

right now and you're thinking, yeah, man, I want to get on qiological.

Michael Max:

If you're up for this email me and tell me what you'd like to discuss.

Michael Max:

You can pop over to the website and send an email from there, or just send it

Michael Max:

directly to me at where else would it be?

Michael Max:

michael@qiological.com.

Michael Max:

Here's another way to pitch your idea.

Michael Max:

Click your earbuds into your computer and use whatever sound software

Michael Max:

it's built into your machine.

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And talk to me, I'm not sure about PCs, but if you use a Mac, I know that

Michael Max:

there's a thing called quick time.

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It's in your applications folder, and you can record your ideas for discussion.

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And then just email me the sound.

Michael Max:

I'm really excited that we're coming up to the first year of qiological

Michael Max:

and I'm totally looking forward to having a conversation with one of you.

Michael Max:

So you got an idea for a show you want to be on the show, you

Michael Max:

know how to get me all right.

Michael Max:

So that's it for the housekeeping.

Michael Max:

I want to get into this.

Michael Max:

Uh, as a, my family, we say it, the business thing.

Michael Max:

Whenever we have a little talk about business and in

Michael Max:

particular websites and SEO and.

Michael Max:

I mentioned earlier in the show, I feel lucky that I actually got a leg up

Michael Max:

when it comes to the world of business.

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I didn't realize this really until just a few years ago, but when I look back on

Michael Max:

growing up, when I look back on my family, I realize that very few people had a job.

Michael Max:

I mean, we had cousins that had jobs and, you know, Holiday dinner table.

Michael Max:

You'd hear about this person or that person who got some big job.

Michael Max:

There was always an uncle who, you know, was working in some New York

Michael Max:

company or something, but by and large, the people in my immediate

Michael Max:

family, they didn't have jobs.

Michael Max:

They had businesses, there were small business people.

Michael Max:

They mostly ran furniture stores, um, or they were in other kinds of sales or

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they had something to do with marketing.

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But they had businesses.

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And even though we talked about jobs and I was thinking, yeah,

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I should have me a job someday.

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What I really discovered, what I really recognize in my growing up was

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it's always a do it yourself project.

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If you're going to have a job it's going to be, because

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you've made that job for your.

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And the boss you're the boss.

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So in a way, I think it's kind of in my DNA, I've never really been afraid to

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go out and have a business of my own.

Michael Max:

I had several, in fact, before I became an acupuncturist and back

Michael Max:

when I was considering becoming an acupuncturist, there weren't jobs,

Michael Max:

there were no jobs for an acupuncturist.

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Of course, if you were going to do acupuncture, you got to have a

Michael Max:

practice of your own, and what's a practice practices, a business.

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So.

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I think it's helpful.

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And I know that many of us in oh, friends, listen, I've been there before where

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I'm thinking, Hey, I'm just a clinician.

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I'm not a business person.

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I just want to practice.

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I shouldn't have to do all this other stuff.

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Those thoughts that I had about, I shouldn't have to do this other stuff.

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I think it really got the way.

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I got in the way of the business doing well.

Michael Max:

It got in the way of me loving my business.

Michael Max:

It got in the way of appreciating the blood and bones and vessels that the

Michael Max:

business gives the rest of your life and, and, and that it gives to your practice.

Michael Max:

So I've become kind of a family lately of learning to love your

Michael Max:

business, the same way that you love.

Michael Max:

The practice of medicine, you know, if we gave as much attention to the

Michael Max:

business aspect of what we do and as much love and appreciation and

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consideration to the business side of our practice, I think it would love us

Michael Max:

back a lot more than it currently does.

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You know, it, it, I think it's something to look at.

Michael Max:

So if you're one of these folks out there and you know who you are, and

Michael Max:

trust me, I've been there myself.

Michael Max:

You might want to take another look at how you feel about the business part of

Michael Max:

your practice, and maybe even consider instead of calling it your business,

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if business is a dirty word to you, not my family was not a dirty word.

Michael Max:

You know, being a businessman was, was a good thing, but if you consider it a

Michael Max:

bad thing, You might just want to revisit that because it's hard to hold something

Michael Max:

in esteem and especially hard for us to hold parts of ourself into steam, if we're

Michael Max:

actively hating them at the same time.

Michael Max:

So love up your business a bit.

Michael Max:

All right.

Michael Max:

Enough of that rant.

Michael Max:

Um, I want to talk, y'all a little bit about websites and SEO.

Michael Max:

I've talked to other folks about this.

Michael Max:

Um, six months ago when I was talking with my friend, Paula, she was asking

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me about failures and one of my biggest failures was making this really cool S E O

Michael Max:

for acupuncturists online learning thing.

Michael Max:

Oh man, that didn't work, but, uh, I still think it's really useful information

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and I think it's really helpful.

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And so I am condensing down all of that and you're going to get it

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here in the next 15 or 20 minutes.

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All right.

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So where do I begin with this?

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Let's see.

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So we all know that a website is really important.

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You got to have one, right?

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If you don't have a website, you're not in business and.

Michael Max:

Anyone, you know, even if you have nothing but a word of mouth practice, anyone who

Michael Max:

has been referred to you, they're going to go stalk you first on your website.

Michael Max:

So you got to have one and it's, we know it's important.

Michael Max:

I'm not, I'm not going to waste too much time with that, but I want

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to say this, and this is something that, that I realized recently.

Michael Max:

It was a curiosity.

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I noticed recently that.

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When I get phone calls from people and they call up and they say, and the

Michael Max:

first words out of their mouth are, I'd like to book a first appointment.

Michael Max:

These are the people that have been on my website and they've read it.

Michael Max:

They don't call me with questions.

Michael Max:

They call me because they want an appointment.

Michael Max:

They call me because they have already decided that I'm the guy that they want.

Michael Max:

This.

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It's kind of a wild thing, isn't it.

Michael Max:

Now there's the other phone calls that I get and I'm sure you get them

Michael Max:

to where people call and the first words out of their mouth are well,

Michael Max:

um, I'm looking for some information and of course the first information

Michael Max:

they're looking for is your prices.

Michael Max:

But really, I think the information that they're looking

Michael Max:

for is, are you trustworthy?

Michael Max:

The information they're looking for is.

Michael Max:

Can you help me?

Michael Max:

And if they've not read your website, then you're going to be getting

Michael Max:

these calls that usually begin.

Michael Max:

How much do you charge?

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Because they're not sure where else to begin.

Michael Max:

If you've got a website that truly helps to educate people

Michael Max:

that truly informs people.

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And more importantly, gives them a sense of who you are as

Michael Max:

a person and as a practitioner.

Michael Max:

I'm telling you, that's going to make your phone ring with people that say

Michael Max:

I want in, I want an appointment.

Michael Max:

So what are some of the ways that we can do this?

Michael Max:

This brings me to SEO.

Michael Max:

All right.

Michael Max:

Search engine optimization.

Michael Max:

You've all heard of it.

Michael Max:

A lot of you might've paid some company, hundreds of dollars to do it.

Michael Max:

I'm sorry that you wasted your money search engine optimization.

Michael Max:

This is an interesting thing back in the earlier days of the internet before

Michael Max:

Google got as smart as it is now, I'm not sure if that's a good thing or not.

Michael Max:

Actually, it is a good thing because if you follow the advice I'm going to

Michael Max:

give you, it's going to be impossible for people not to find you because

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Google is a lot smarter these days.

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And Google is getting really, really good at being able to sift through real

Michael Max:

content that people are looking for.

Michael Max:

Back in the good old days.

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It wasn't too difficult to game the system.

Michael Max:

There were things you could do to your website.

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There are ways of getting back links.

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There were ways of getting your webpage in front of lots of people

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by gaming the system by cheating it.

Michael Max:

And how did they do that?

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Through search engine optimization?

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And it really worked and it worked well up until a few years ago when it just broke

Michael Max:

the heart of the internet for a whole lot of people that were gaming the system.

Michael Max:

That's the good news.

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Anyway, SEO search engine optimization.

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It's important in the other thing about it, if you get nothing else

Michael Max:

out of this, other than what I'm about to say that it, I hope this

Michael Max:

will have been worth your time.

Michael Max:

Search engine optimization is not a product.

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Search engine optimization is process.

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It's a process of making your website friendly, not just to Google,

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but friendly to users as well.

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And more than that, the search engine optimization thing.

Michael Max:

You know, if you're on the first page of Google, And someone clicks

Michael Max:

on you and they go to your website.

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And the first thing they do is go, what the hell is that?

Michael Max:

And they click away.

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Guess what?

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You're being first on, Google didn't do you any good because getting

Michael Max:

found on the internet and getting someone over to your webpage,

Michael Max:

that's not the end of the process.

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It's actually the beginning.

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And if you can get folks.

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To stick around on your website, read what you got to read, where you read

Michael Max:

what you've read, what you've got to say.

Michael Max:

Hopefully find some value, maybe go read something else you've got to

Michael Max:

say, and then decide who is this cat?

Michael Max:

Right.

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Pop over to the about page.

Michael Max:

Maybe then your phone will start to ring.

Michael Max:

So here's the thing.

Michael Max:

You got to get folks to your website, but you got to make

Michael Max:

sure that they stay on there.

Michael Max:

And how do you make them stay on.

Michael Max:

Well, if you do SEO, the way that I do it, you do it by writing damn

Michael Max:

good content and you're right.

Michael Max:

A lot of it.

Michael Max:

So how do you do this?

Michael Max:

What am I talking about here?

Michael Max:

I'm sure you're all familiar with the idea of blogs and blog posts and

Michael Max:

you know, well, over 25% of websites, these days are built on WordPress.

Michael Max:

I suspect most of you are using WordPress, which is a fantastic platform.

Michael Max:

It's really good.

Michael Max:

Many people have the mistaken idea that their homepage is the most

Michael Max:

important page because that's the page that people are supposed to land on.

Michael Max:

But here's the deal people because of Google are going to land on the page

Michael Max:

that has the most interest for them.

Michael Max:

What page is that it's whatever page they typed some words into a search

Michael Max:

engine for to find it's the page that hopefully answers a problem

Michael Max:

that they're looking to get answered.

Michael Max:

It's a page that hopefully solves the issue that they want to get solved.

Michael Max:

And so if you can write good content and I'll get into what good content

Michael Max:

is here in a moment, and if you can write a lot of it, Every single one

Michael Max:

of those posts that you put up is an opportunity for someone who's looking

Michael Max:

for the kind of services that you provide to find somebody that's like you.

Michael Max:

So how do you do this?

Michael Max:

All right.

Michael Max:

First of all, you have to have in mind, not, you know, a lot of times

Michael Max:

people talk about keywords, oh, you got to get this keyword and

Michael Max:

you've got to get that keyword in.

Michael Max:

Do you know what a keyword actually is?

Michael Max:

A key word is the key thing that somebody is typing into a search

Michael Max:

engine search bar because they got a problem that they want to solve.

Michael Max:

So when you go writing content for whoever you would like to attract into your

Michael Max:

practice, the first thing to do is sit down and think about who is this person?

Michael Max:

What is their life like?

Michael Max:

What is this problem that they have.

Michael Max:

What do they believe?

Michael Max:

What do they want?

Michael Max:

What do they see?

Michael Max:

And actually these things about what do they believe and what do

Michael Max:

they want and what do they see?

Michael Max:

They may actually be things that you don't believe and you don't want,

Michael Max:

and you don't see, but they do.

Michael Max:

And so it's really important that when you go writing content, you write for the

Michael Max:

person who's going to be reading this.

Michael Max:

You write for that person.

Michael Max:

Who's looking for the services that you offer.

Michael Max:

It helps.

Michael Max:

If you can get inside the head of who these people are.

Michael Max:

Now, you may have patients that you've already got, that are

Michael Max:

kind of emblematic of the kind of people that you like to see.

Michael Max:

If you've got that.

Michael Max:

That's great.

Michael Max:

You already kind of know who these people are, you know, how they talk, you know,

Michael Max:

the buzzwords, you know, the lingo, you know what they're looking for, you know,

Michael Max:

what they like, you know, what they hate.

Michael Max:

All of that is useful when writing a post.

Michael Max:

So.

Michael Max:

The trick here is actually, it's not a trick.

Michael Max:

I take that back.

Michael Max:

It's not a trick.

Michael Max:

The process here is to write posts for your website on a regular basis.

Michael Max:

If you're first starting out, I would recommend twice a week.

Michael Max:

And I would recommend doing that for months on end.

Michael Max:

Okay.

Michael Max:

The reason is the more you write, the more Google index is your website.

Michael Max:

The more Google index is your website.

Michael Max:

The more they think, oh, Hey, here's a website.

Michael Max:

That's got some action going on.

Michael Max:

Google likes that.

Michael Max:

They're more likely to serve you up, but more importantly, every single

Michael Max:

post that you write is an opportunity.

Michael Max:

For somebody to find you.

Michael Max:

So maybe you're doing, I don't know, maybe you've got a big thing going,

Michael Max:

you're really helpful at treating people with migraine headaches.

Michael Max:

You've got that dialed in.

Michael Max:

You can really understand that problem.

Michael Max:

So you might find that you write all kinds of different things

Michael Max:

and a post that's about migraine headaches, how maybe, how to treat

Michael Max:

them, how to prevent them, how to.

Michael Max:

Think about it.

Michael Max:

I mean, there's, whatever it is, right?

Michael Max:

The main point here being you want to write so that the people who

Michael Max:

are reading what you've written, read it and go, oh man, that's me.

Michael Max:

They read it.

Michael Max:

And they think, oh, this is helpful.

Michael Max:

I didn't know that.

Michael Max:

Maybe I could try that.

Michael Max:

They read it and they go.

Michael Max:

Person writing.

Michael Max:

This seems they know what they're talking about, or maybe they read it and go, wow.

Michael Max:

Whoever this acupuncturist is, who just wrote this article about figuring

Michael Max:

out what your migraine triggers are.

Michael Max:

They're really generous.

Michael Max:

They've just given me all kinds of ideas that might help keep

Michael Max:

me out of the doctor's office.

Michael Max:

So if you can write a post, a blog post.

Michael Max:

That basically covers these things.

Michael Max:

Number one, you address the issue.

Michael Max:

You show that you're knowledgeable and that you understand the

Michael Max:

issue people have and the kind of person that that person is.

Michael Max:

Number two, if you can put something in there, you give something away, make

Michael Max:

it real, make it something that might even keep them out of your office.

Michael Max:

Be genuine about it.

Michael Max:

If you can do something in a blog post that helps the person reading it.

Michael Max:

They'll recognize your generosity.

Michael Max:

And at the same time, they'll recognize your expertise.

Michael Max:

So those are really important things to have in a blog post.

Michael Max:

Finally, at the end of the blog post, you need to have a call to action.

Michael Max:

Now you've probably heard other, especially marketing people talk

Michael Max:

about this call to actions are really important and the call to action could be

Michael Max:

something like sign up for my newsletter.

Michael Max:

The call to action could be call the office.

Michael Max:

If you'd like an appointment, the call to action, to be something that.

Michael Max:

Take what you've learned here in this blog post and try it out in your own life.

Michael Max:

See what happens.

Michael Max:

And if you have questions, give me a call, right?

Michael Max:

Something like that, asking the reader to take the next step is a really lovely form

Michael Max:

of engagement and it doesn't have to be smarmy and it doesn't have to be pushy.

Michael Max:

It's just a way of connecting with people.

Michael Max:

And I think what people are looking for when they're looking for a practitioner

Michael Max:

and it's why you get those calls where they start off with, how much is it?

Michael Max:

Because they're actually trying to figure out, can I connect with this person?

Michael Max:

And so if you write these blog posts in a way that you connect,

Michael Max:

it's going to be really helpful for getting those phone calls that

Michael Max:

say, Hey, I want an appointment.

Michael Max:

I'm sure that you have.

Michael Max:

Found something on the internet yourself, you click on the link,

Michael Max:

you go, oh yeah, this is, I think this is what I'm looking for.

Michael Max:

I hope it is you get there and you read it and you go, oh

Michael Max:

man, what is this crap here?

Michael Max:

Right?

Michael Max:

The way they write might not be your style.

Michael Max:

It might be a really corporate speak, or it might be like way, way too loose

Michael Max:

and too casual for what you're looking for, regardless of your response to it.

Michael Max:

So your response to.

Michael Max:

It says something, it says something important.

Michael Max:

And what it says is this site may not be for me and people do the same thing.

Michael Max:

When they're looking at your website, they're going to read it.

Michael Max:

And they're going to decide based on what they read.

Michael Max:

This is for me, or this is not for me.

Michael Max:

I have found this is not a problem.

Michael Max:

This is not a bad thing.

Michael Max:

This is a very, very good thing.

Michael Max:

And the reason it's a good thing is because I don't want to see everybody.

Michael Max:

I know that I am not the right practitioner for everybody out there.

Michael Max:

I'm the right practitioner for certain kinds of people.

Michael Max:

I'm the right practitioner for certain kinds of issues.

Michael Max:

And I'm really the wrong practitioner for other kinds of things.

Michael Max:

So for example, if someone is very, left-brain, they're super

Michael Max:

logical, they love, they love research, that kind of thing.

Michael Max:

They're probably not going to be a good patient for me because.

Michael Max:

I'm not going to be looking at reading and sharing with them.

Michael Max:

The latest about acupuncture research.

Michael Max:

It's not my bag.

Michael Max:

It's not what I do.

Michael Max:

I'm not interested in doing it now.

Michael Max:

I know there's other practitioners.

Michael Max:

They love to do that.

Michael Max:

Right.

Michael Max:

And if you are that kind of practitioner by all means, make sure that stuff

Michael Max:

shows up in your blog posts because the kinds of people that cotton to that kind

Michael Max:

of thing, they're going to love you.

Michael Max:

And they're probably not going to love me.

Michael Max:

So your blog posts.

Michael Max:

In addition to attracting people, at least initially attracting people

Michael Max:

also helps them decide if you're the kind of person for them, or if

Michael Max:

they're the kind of person for you.

Michael Max:

And as a practitioner, the good news in this means if someone is

Michael Max:

really not the kind of person that you're looking for, guess what?

Michael Max:

They're going to go look somewhere else to go get acupuncture.

Michael Max:

That is great news.

Michael Max:

So I think what it comes down to is authenticity.

Michael Max:

And authentic voice.

Michael Max:

Now I know that a lot of people get really nervous about writing and talking is easy.

Michael Max:

I mean, I'm sitting here talking into a microphone right now and you know,

Michael Max:

I talk to patients all day and, you know, blah, blah, blah, blah, blah.

Michael Max:

I can talk pretty well.

Michael Max:

Lucky for me.

Michael Max:

I can also write the way that I talk.

Michael Max:

And so for me on my website, I just write the way I talk.

Michael Max:

I just put my authentic voice onto the website.

Michael Max:

Again, this acts as a screening kind of thing, people that read it and

Michael Max:

go, Hey, this guy sounds interesting.

Michael Max:

They're going to give me a call.

Michael Max:

People that, read it and go, who is this dude?

Michael Max:

Well, thank goodness they don't call it because they're going to

Michael Max:

be better off with somebody else.

Michael Max:

I highly encourage you that for the copy on your website.

Michael Max:

You have something that reflects who you are, right.

Michael Max:

If you write in some kind of very, uh, stilted vanilla, I'm trying

Michael Max:

to appeal to everybody sort of corporate speak, probably not going

Michael Max:

to get much traction because people don't react real well to that.

Michael Max:

Unless maybe they're looking for a corporate acupuncturist.

Michael Max:

I don't know.

Michael Max:

So I encourage you as part of your SEO, as part of your internet,

Michael Max:

bringing people in to your practice, use your authentic voice.

Michael Max:

If you have the ability to write, then set your hair on fire and

Michael Max:

write like crazy and do it.

Michael Max:

If you don't have the ability to run.

Michael Max:

Might just want to practice some writing.

Michael Max:

There's some good resources out there.

Michael Max:

I found that, uh, Natalie Goldberg's wild mind and writing down the

Michael Max:

bones are great places to start.

Michael Max:

If you want to just learn how to free up your creativity, get out on

Michael Max:

the page and Lamont bird by bird.

Michael Max:

Fabulous.

Michael Max:

Stephen King has a book on writing and there's always Steven Pressfield.

Michael Max:

He's always a great source of inspiration.

Michael Max:

If, if you think you might want to try to write, go learn how to write.

Michael Max:

It's definitely doable.

Michael Max:

If you're not going to be writing for your website, then consider this.

Michael Max:

You could use podcasts, right?

Michael Max:

I mean, you could, if you're good at talking in particular, you could

Michael Max:

just sit down, you could record what it is you want to say to people.

Michael Max:

And you put that on your website, along with like a paragraph of what it's about,

Michael Max:

because you know, and actually this is kind of funny, and this is how I got it.

Michael Max:

This is how I got involved in podcasting.

Michael Max:

All right.

Michael Max:

Side note here, I'm taking a little a diversion.

Michael Max:

I don't often go to these business networking things because I'm shy.

Michael Max:

And, uh, and I, and I just hate that shit.

Michael Max:

So I don't go.

Michael Max:

But there was one that was down the street from my clinic and I happened

Michael Max:

to have some time and I think I was interested in the speaker.

Michael Max:

So I went and I meet this guy there.

Michael Max:

This is like four years ago.

Michael Max:

Right.

Michael Max:

I meet this guy there and he says, yeah, I have a podcasting show.

Michael Max:

And I teach people to podcast and I'm thinking, so what big deal?

Michael Max:

Right.

Michael Max:

Cause I got this website that, you know, rocks the socks

Michael Max:

on, on my new patient visits.

Michael Max:

And so.

Michael Max:

You know, he's a nice guy, but I say to him, Hey look, Steve,

Michael Max:

why would I want to do a podcast?

Michael Max:

I've got this kick ass website that makes my phone ring multiple

Michael Max:

times every week with new patients, why bother with a podcast?

Michael Max:

And he looks at me and he says, well, the people that would listen to

Michael Max:

your podcast are not the same as the people that would read your website.

Michael Max:

And I thought, wow.

Michael Max:

I wonder if he's right.

Michael Max:

And as a way of testing that I thought, you know, Maybe I'll try a podcast.

Michael Max:

And that's actually where everyday acupuncture came from.

Michael Max:

Not so much for my business, but more for being able to do

Michael Max:

a show on Chinese medicine.

Michael Max:

That was educational.

Michael Max:

I thought maybe if people are looking for acupuncturist, they'll come across

Michael Max:

the podcast and you know, maybe if the show helps them, they'll call me.

Michael Max:

I don't know.

Michael Max:

Anyway, that grew into what it currently is three and a half or four years in now.

Michael Max:

I can't remember how long I've been doing it.

Michael Max:

Now qiological, but again, it's that thing about, there are some people

Michael Max:

that will be happy to read your website and there are some people

Michael Max:

they'd rather listen to your voice.

Michael Max:

And so you can use this as part of your SEO.

Michael Max:

You can use this as part of what brings people to your website,

Michael Max:

gets their attention and asks them to take the next step.

Michael Max:

So you could totally use podcasts, but then you would

Michael Max:

want to use like some key words.

Michael Max:

Uh, you know, and it just a short paragraph or two

Michael Max:

that summarizes the podcast.

Michael Max:

So Google has texts to pick up on so they can SEO it so that when people

Michael Max:

type in the keywords of acupuncture for sprained wrists or acupuncture for tennis

Michael Max:

elbow, Guess who they're going to find.

Michael Max:

That's right.

Michael Max:

It's going to be you.

Michael Max:

So just make sure that the title of all your posts actually has the words

Michael Max:

that people are probably typing.

Michael Max:

And that's probably the most important thing right there.

Michael Max:

And the second thing is in the very first paragraph, make sure those

Michael Max:

words that people typed into Google are there as well, and also make

Michael Max:

sure while you're at it in that first paragraph, make sure that you.

Michael Max:

Or if you're speaking to people for the same matter, right?

Michael Max:

The first part of your podcast, make sure that the listener knows that you know

Michael Max:

what you're talking about, talk about the problem that they've got in a way

Michael Max:

that lets them know that you understand what they're going through, that you

Michael Max:

can empathize with their situation.

Michael Max:

Super important.

Michael Max:

Right.

Michael Max:

And then what is it also that I said that you need to have, here's a

Michael Max:

suggestion on something to do, show your generosity by trying to help

Michael Max:

people through that blog post, and then finally ask for a call to action.

Michael Max:

That's the simple sauce right there.

Michael Max:

Make sure they make sure they know you understand.

Michael Max:

Make sure you help them in some way.

Michael Max:

If you can ask them to take the next step toward doing

Michael Max:

something that will help them.

Michael Max:

We're not talking paragraphs and paragraphs and paragraphs

Michael Max:

on a blog post, right?

Michael Max:

It could be five or six paragraphs long.

Michael Max:

In fact, you don't want to make it too long because people have a

Michael Max:

short attention span these days.

Michael Max:

Right?

Michael Max:

Evidently the research now says goldfish and humans, same attention span.

Michael Max:

So don't make it too short.

Michael Max:

Don't do the soundbite.

Michael Max:

Soundbites there, you know, I don't think that's going to be helpful for you.

Michael Max:

All right.

Michael Max:

Um, what else do I want to tell you about?

Michael Max:

Oh yeah, right.

Michael Max:

Again, the thing about SEO, the thing about people finding you

Michael Max:

on Google that is only step one.

Michael Max:

Step two is.

Michael Max:

Having that sticky content on your website that useful, that helpful content on your

Michael Max:

website that lets people begin to think, Hey, I think this person understands me.

Michael Max:

Hey, I think this person might be able to help me.

Michael Max:

And then the other thing that I think is really helpful on

Michael Max:

websites, this is not SEO.

Michael Max:

This is just a Michael max being persnickety about his website

Michael Max:

and, uh, and actually being really opinionated about websites in general.

Michael Max:

By the way we're going to have a show about websites, uh, as part of that

Michael Max:

business and marketing mini series.

Michael Max:

I got, I got some, a great lined up for you on that.

Michael Max:

So that's coming up here in a few weeks, but back to my main

Michael Max:

point here, your website is it's not just your calling card.

Michael Max:

You know, it's not just the sign that says I'm in business.

Michael Max:

It is an expression of who you are.

Michael Max:

At least the people that are looking at it and reading it, it's an

Michael Max:

expression of who you are to them.

Michael Max:

And so if your website looks like it's from 1998, or even 2005, for that matter,

Michael Max:

You might want to think about redoing it and when it comes to images for your

Michael Max:

website, again, this is just my opinion.

Michael Max:

I'm no expert.

Michael Max:

I just have a website that makes people call me for appointments.

Michael Max:

So consider this the images for your website.

Michael Max:

Don't use stock photography.

Michael Max:

All right, because everyone's got that stupid image of someone with a

Michael Max:

nice smile and a few needles in their back, you know, and blah, blah, blah.

Michael Max:

And there's a Lily pad and there's some balancing rocks and it's, you

Michael Max:

know, people have seen that everywhere.

Michael Max:

If you can put some images up there that show you are different,

Michael Max:

that show you are original, you know, maybe you know how to draw.

Michael Max:

Draw the images that go on your website, maybe you like taking

Michael Max:

photos, put the images that you photograph on your website.

Michael Max:

Maybe you don't do either, but you know, someone who does use their

Michael Max:

work, put something original up there.

Michael Max:

If people come to your website and they see images, this

Michael Max:

is very subconscious stuff.

Michael Max:

Right.

Michael Max:

They see images and they go, wow, I've never seen this before.

Michael Max:

Right.

Michael Max:

They're hitting a website and they're not going, oh yeah,

Michael Max:

acupuncture, look, there's a needle.

Michael Max:

And someone's talking about gee, if they hit your website and they

Michael Max:

go, I've never seen these images associated with acupuncture and

Michael Max:

maybe they read some content and they go, this doesn't sound like other

Michael Max:

acupuncture websites that I've read.

Michael Max:

Now you've got.

Michael Max:

And when you get their attention, they might go a

Michael Max:

little further into your website.

Michael Max:

So I highly encourage you that if you're, if you're building up your website, try

Michael Max:

to make it original, try to make it an expression of who you are and try to

Michael Max:

put some things in there that you know, are I'm giving you the secret sauce.

Michael Max:

I probably shouldn't be saying this, but I'm here to help.

Michael Max:

And I'm a contrarian by nature.

Michael Max:

So if you're not contrarian, ignore this advice, but this has worked for

Michael Max:

me and it's worked really, really well.

Michael Max:

I've gone to an extreme on my website where I try to make it look and I

Michael Max:

try to make it sound like no other acupuncturist website out there.

Michael Max:

So for example, on the first page of my website, you're not going to

Michael Max:

find the word G it's not on there.

Michael Max:

You're not going to find it.

Michael Max:

I'm not talking about.

Michael Max:

You're not going to find pictures of needles on the first page of my website.

Michael Max:

In fact, I'm trying to think of where I do have pictures of needles.

Michael Max:

And if I do it's very.

Michael Max:

Um, it may be buried in there somewhere, but generally speaking, I'm not interested

Michael Max:

in having people come to my website and look at something that they're scared of.

Michael Max:

I don't think that helps everybody knows that acupuncture has to do with needles.

Michael Max:

Just like everybody knows dentistry has to do with.

Michael Max:

You don't see, dentists' putting pictures of drills or hypodermic

Michael Max:

needles on their website.

Michael Max:

So give that some thought with your website, with the work that you do, you

Michael Max:

might want to try that slightly contrarian approach, you know, look at other

Michael Max:

websites and go, what can I put on mine?

Michael Max:

That's not on these other ones over here that will get people's attention.

Michael Max:

Here's another thing that's helpful.

Michael Max:

Look at websites that you think total.

Michael Max:

Rock look at websites that you think are, you know, they're just, they're beautiful.

Michael Max:

They're wonderful.

Michael Max:

You, you love the images.

Michael Max:

You love the flow.

Michael Max:

You like the language feel free.

Michael Max:

When you find websites like that, to really study them, look into them.

Michael Max:

Why do you like it?

Michael Max:

What is it about it?

Michael Max:

How does it feel?

Michael Max:

What's the images like, what's the sense of it?

Michael Max:

What do they have to say?

Michael Max:

Where did they put this?

Michael Max:

Or where did they put that you find a website that you like, I'm not saying

Michael Max:

that you should go steal it, but I think it's a good idea to be really inspired

Michael Max:

by it and inspired enough that you study it and study it enough that you

Michael Max:

apply some of it on your own website.

Michael Max:

I think it's.

Michael Max:

And it will, will, hopefully it will help your phone during like my phone rings and

Michael Max:

people don't say I've got some questions.

Michael Max:

They say, I want an appointment with you.

Michael Max:

I know it's possible because it's happening for me these days.

Michael Max:

And I talk it up to my website now.

Michael Max:

I've had this website for probably nine years now.

Michael Max:

I started it.

Michael Max:

I fired it up when I first got to St.

Michael Max:

Louis.

Michael Max:

So I would start with nothing.

Michael Max:

I was starting from zero when it came to SEO, web presence that, that whole

Michael Max:

mishegoss, I would say in my first year and a half, I would write probably one

Michael Max:

or two blog posts a week and I put them up and that's a lot of work folks, but.

Michael Max:

If you're not doing anything else.

Michael Max:

I mean, let's think of it this way.

Michael Max:

Let's say a patient cancels, or let's say you've got an empty afternoon, right?

Michael Max:

So you could go to a yoga class or you could go, you know, work in your garden.

Michael Max:

And these are all really nice things, but you might want to consider because

Michael Max:

you know, when you've got a business, you got to love your business.

Michael Max:

Like you love your practice might want to consider writing some blog posts.

Michael Max:

Right?

Michael Max:

You've got some empty space, write some blog posts and you

Michael Max:

put them up on a regular base.

Michael Max:

And you keep adding to it and after, and, and, and I want to tell you this

Michael Max:

too, when you first start doing this, it will not make your phone ring.

Michael Max:

And when you first start doing this, it's not going to bring you any new patients.

Michael Max:

So if you're expecting that, just give it up, do not look for instant results.

Michael Max:

It's like planting a seed and then wondering how come

Michael Max:

I don't have flowers yet.

Michael Max:

You know, when it's only been a week, this stuff needs to cook.

Michael Max:

It needs to cook.

Michael Max:

It actually needs to cook for a year or so.

Michael Max:

If you regularly contribute to your website, continually update the images.

Michael Max:

Continually put these blog posts up in the way that I talked about them.

Michael Max:

After a period of time, this thing is going to gain momentum.

Michael Max:

I know this is going to sound schmoozy, damn things in turn.

Michael Max:

The damn thing turns into a referral mission.

Michael Max:

Except you, except it's them, the patient referring themselves to you.

Michael Max:

So it's totally possible to dial in this SEO stuff.

Michael Max:

And again, you do it by creating great content that people want to read that

Michael Max:

inspires them to take another step and you put your own authentic voice out.

Michael Max:

I think that's probably the most important thing.

Michael Max:

And especially, especially on that, about me page, if you've got something

Michael Max:

there written in the third person, sink it, write something in first person and

Michael Max:

even better yet, you might just have something that you actually want to

Michael Max:

say about who you are and how you work.

Michael Max:

I mean, the way you really think about.

Michael Max:

The way you really think about your work, not the sanitize.

Michael Max:

Here's what I say to the public.

Michael Max:

Now I'm talking about the stuff you say to your friends.

Michael Max:

I'm talking about the stuff you say to yourself when you're

Michael Max:

having a good conversation with yourself, write that about me stuff.

Michael Max:

You don't have to put it on your website, but I would highly encourage

Michael Max:

you at least as an exercise.

Michael Max:

Write that shit.

Michael Max:

Just set your hair on fire, right from your heart.

Michael Max:

It's like a love letter to yourself.

Michael Max:

Write that stuff out and then like put it away for a few days.

Michael Max:

Don't even look at it, put it away for a few days and then pour yourself a glass

Michael Max:

of wine or a scotch or a cup of coffee, a cup of tea, whatever you like, pull it out

Michael Max:

and read it, see how you feel about it.

Michael Max:

Some of that stuff can be a little bit edgy, but it's that kind of stuff.

Michael Max:

That people read and go, wow.

Michael Max:

This about me, that someone has on their website.

Michael Max:

I, I wonder who I think this might be who this person actually is.

Michael Max:

I am, I am curious about this person, right?

Michael Max:

Those are the kinds of people that are going to call you.

Michael Max:

And likewise, there are going to be people that read that stuff and they're

Michael Max:

going to go, who the hell is that?

Michael Max:

Click there's somewhere else.

Michael Max:

And that's a good thing too, because those are not the people

Michael Max:

that were to patient anyway.

Michael Max:

All right.

Michael Max:

So I think I have rambled on long enough about this.

Michael Max:

If you have questions about any of the stuff I've talked about,

Michael Max:

feel free to send me an email.

Michael Max:

I'm happy to, I'm happy to talk to you about, I'm happy to help you out with it.

Michael Max:

If you have questions about podcasting, because yeah.

Michael Max:

You could use.

Michael Max:

Your voice and put it on your website.

Michael Max:

Um, I got some resources I could turn you on to, for that.

Michael Max:

All right.

Michael Max:

So that's it for today?

Michael Max:

Solo show.

Michael Max:

Finally.

Michael Max:

Did it got away with it again, everybody.

Michael Max:

Thank you so much for listening.

Michael Max:

I am, you know, I wouldn't be doing this if it wasn't you guys out there and

Michael Max:

I'm just grateful for the opportunity.

Michael Max:

I really am.

Michael Max:

I get to talk to all kinds of interesting practitioners.

Michael Max:

I learned so much from the guests on the show, and I hope that

Michael Max:

you learn from them as well.

Michael Max:

I'm inspired every week when I talk to somebody new and I hope that comes

Michael Max:

through in the podcast, and I hope that it helps you with your practice.

Michael Max:

So thanks for listening to qiological.

Michael Max:

And again, if you would like to become a subscriber Patriana is the place to go.

Michael Max:

There'll be.

Michael Max:

Button over on the website, as soon as I've got that ready, and you can

Michael Max:

click on it, become a subscriber.

Michael Max:

I was thinking about doing t-shirts and mugs and you know, all that folder,

Michael Max:

all that lots of people do, but you know, really I'd rather spend my

Michael Max:

time and energy just working on these podcasts, getting great guests, getting

Michael Max:

interesting mini series, getting the sound quality and dialing in that shit in.

Michael Max:

So that you have something that you like here and it's easy to listen

Michael Max:

to, and it's helpful for you.

Michael Max:

So don't look for extra goodies with the subscription, just look for more of the

Michael Max:

good stuff that you've come to expect.

Michael Max:

All right, folks.

Michael Max:

Thanks for joining me today and tune in again next week.

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