Tag Archives: promotion

You are before you are

B.J. Palmer was a great businessman, promoter of Chiropractic, a world class salesman, a riveting speaker, but he didn’t become those things, he was those things and once he had discovered his purpose to help as many people as possible reach an optimum state of health, he had an outlet for all these innate abilities.

Purpose is the driving force that allows you to overcome your barriers to promoting yourself and your practice. To release these abilities you have to discover the purpose you formulated as a young man or woman and it is often a general statement that you want to help others or to be a doctor or to heal those around you. I’ve seen this many times when working with clients. Their purpose was there before the talents appeared. I can give you an example of my two year old granddaughter. She’s going to be an entertainer, or public speaker or teacher and possibly all those things rolled up into one. Last week she got up on a stage, looked for the mic and when one wasn’t there she improvised with a mic cable and just started to sing and to perform. You can watch her natural talent on my FaceBook page. She didn’t hesitate and she knew what she was doing.

The only way she would lose this talent is if her family members or teachers told her she had to be quiet, well behaved, and don’t be outspoken. I can’t tell you how many times I’ve seen this stop a chiropractor or healthcare professional who had all the talent in the world, but it was unexpressed. Imagine telling your child never to speak to strangers. Now as an adult he or she would have to talk to strangers in order to introduce new patients to Chiropractic. Well as long as that person held onto the idea of “Never speaking to strangers,” he or she would be a failure.

So have a look and see if you have any self imposed barriers that are limiting your expansion and success. Contact me and I will help you if you are having any difficulty in this area.

Paul Turnbull

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Posted by on November 4, 2010 in B.J. Palmer, Purpose


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Public Speaking – B.J. Palmer

Public SpeakingB.J. Palmer was the greatest promoter of Chiropractic and took it from a small class in a small town to the second largest health care profession in the world. He got this recognition by lecturing ceaselessly on the subject of Chiropractic to small, medium, large and to gigantic audiences of thousands of people. It is well worth knowing what he had to say about a subject he was intimately familiar with. The following introduction is from the green book: “The Bigness of the Fellow Within” dated 1949:

“WHAT DOES HE KNOW about how to lecture? Yet he does lecture. Innate told him how.

If this chap (B.J. Palmer) had been obliged to attend a 4-years-of-9-months lecturing school on how to lecture, to secure a how to lecture education, to graduate, secure a diploma on how to lecture, and was compelled to appear before a how to lecture State Board, take an examination, secure a license before he could deliver his first public lecture before an audience—he wouldn’t lecture yet. Yet this man, without one hour’s schooling, has lectured before groups of all kinds—commercial, professional—thousands of times in every state in the United States, Canada, and many foreign countries. One talk, alone, he has given more than 5,000 times before civic bodies everywhere.

When he speaks, does he say something which awakens a greater desire in men to do greater things and to make more of themselves in a greater service to man? If so, then such talks are worth while, whether they are couched in proper or improper language.”

This is a small portion of what B.J. Palmer had to say about Public Speaking in his book “Conflicts Clarify 1951: The Story of Public Speaking”

“Public speaking is standing upon a public platform, before an audience, declaring oneself, trying to convince strangers as one would friends in his home. Public speaking always has one purpose—to convince the OTHER man. Before a Chiropractor gets a patient to realize he must be a patron, he must convince him. If Chiropractor isn’t convinced himself, he will not be able to convince others.

Public speaking is to transplant ideas, individuality, to another man’s mind and body. That there are three or four hundred, or three or four thousand people should not change attitude toward convincing OTHER MAN.

For instance, a patient approaches Chiropractor, stating “I am sick.” Chiropractor will analyze case, find subluxation, tell case about adjustment, and proceed to adjust. He will tell case about Innate, that Innate is law, etc. He will convince patient who will begin taking adjustments; he has his confidence, therefore a friend. In public speaking, only difference is larger audience—he must convince four hundred or more.

We might say two things go to make a public speaker, and they are most important: first, know WHAT to say—have a clear, concise, logically constructed line of thot in YOUR mind; second, present it as YOU see it. Speaker must first convince himself, then his audience.

Public speaking is hard for some, but you all have it in you—you are all artists in public speaking. Some of you have choked it down until it can’t flow; some have it more than others; but all have it. It is a question of unlocking the door and letting it flow.”

B.J. Palmer, D.C. Ph. C


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Building Trust by doing an Examination for Discovery

baby and father cropYou must build trust in your new patients before they will even consider pre-paying for a full care program.

 How is this done? First of all you have to consider the steps the new patient has gone through before he walks into your clinic. He was either referred to your office by an existing patient or he received your promotional pieces with in the mail or newspaper, etc.

If he came to you by referral he already has some trust in you. But if he came to you off a flyer, newspaper article or coupon, he has little or no trust and in fact he will in all likelihood be skeptical. If he has had his condition a long time and has seen other health care professionals with little or no results, he has every right to think you will be just like all the rest. But he has come into your office so he has not lost all hope. There is still a little reach for your services.

What you have to do during the initial consultation and examination is confidently discover for the patient the true cause of his condition and to suggest that you can help him to overcome it.

You do this by a thorough consultation where you ask questions to direct the patient to the answers you know already exist. You can’t tell him what is wrong with him, that’s what everyone else has done and he didn’t believe them so why should he believe you.


I don’t know if you’ve ever attended a deposition or in Canada it’s rightfully called an “Examination for Discovery.” The attorney prepares his questions beforehand and then questions the person to discover and get on record admissions to build his case in his favor.

Let’s say the new patient has been suffering with headaches for the last five years, you should formulate questions that get him to realize the extent of his suffering. Then you would want to know what he has tried over the years to lessen the pain that hasn’t worked i.e. medication, ice, heat, darkened room, alcohol, or whatever.

Then he needs to discover the limitations these headaches have on his daily life, family, friends, work; realize that the reason he entered your office was because he is afraid that the headaches will continue to get worse. You could say this is his motivating factor. Once you have clearly and fully exposed his motivating factor then he will almost invariably say something along the lines of:

“Wow, I realized how these headaches have limited what I have been able to do;” or, “I had forgotten that I had three car accidents in the last year and a half, no wonder I’ve been having these headaches,” or “I took off 4 days of work last month because of these dang headaches and that is costing me a lot of money,” or “I had forgotten how serious these headaches really are.”

I even had patients jump out of their chair or sit up on the table when they have one of these realizations. And when they are having one I don’t say a word, I just listen and let them have the full effect. I know you’ve all heard these kinds of exclamations but I don’t believe you know how important they are. This is the point where the patient convinces himself that he is in the right clinic and with the right doctor and that you are different from all the others he’s seen.

The fact that he has had these realizations raises his trust factor with you. Nobody has gotten him to see these things before.

You should then continue your discovery and examine him using palpation first and whenever you find a subluxation, explore it by asking more questions so the patient discovers how he could have injured that area of his spine.

There is a lot more to this type of Examination for Discovery than can be told in this newsletter. In fact doing an effective Examination for Discovery is actually a fine art, something you have to fully understand by role playing, studying, etc.

Give me a call at 727-643-8376 or e-mail me at, to discuss this in more detail so you can start to implement it into your practice.

Yours in Health,

Paul Turnbull author of “The Graduate and the Master.”

EP Management, Inc.


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