This is Part 4 of a 4-part series on building automated marketing funnels and systems for massive business growth:
- Part 1 – How Marketing Funnels Give You Leverage For Massive Business Growth
- Part 2 – How to Achieve Massive Business Growth with a High Converting Marketing Funnel
- Part 3 – The Ultimate Business Growth Asset That Allows You To Make Money Even While You Sleep
- Part 4- [You Are Here] – How To Achieve A Staggering 1,612% ROI with Your First Marketing Funnel (Results NOT Typical)
Eric Dahl 00:00
Well, I’m here with Dr. Alan Smith today. He’s the owner of WOW Chiropractic, right here in Eugene, Oregon.
So how are you doing today Doc?
Well, I have a few questions for you. It has to do with your experiences so far with Dahl Integration Marketing.
Before you started working with Dahl Integration Marketing, what did your advertising results look like?
Dr. Alan Smith 00:32
Nothing….
Well, they were pretty dismal.
I was a new business. I just had tons of people coming in from Yellow Pages. From Dex. From this thing called Zoom Marketing. Eugene Retailers.
I mean advertisers who were just gonna turn my business around to incredible heights.
I spent a good, fair amount of money, believing in these people. And I can honestly say…
…I don’t think we got a single customer from anything that these other businesses suggested, other than the Eugene Register Guard.
Eric Dahl 01:17
Wow. Okay. It seems like a lot of, probably, a lot of the viewers out there might relate to that.
Not really knowing what to do with their advertising, or really understanding, or having any kind of strategy in place for their marketing.
Dr. Alan Smith 01:32
And if you don’t know, then you’re susceptible to people walking through the door, promising you the moon.
Eric Dahl 01:39
Alright.
Before you started working with Dahl Integration Marketing were you familiar with marketing funnels and systems?
Dr. Alan Smith 01:51
No.
Eric Dahl 01:52
Okay.
So, you didn’t really understand what that meant.
Dr. Alan Smith 01:55
Until you started talking about it I had absolutely no idea.
Eric Dahl 01:58
Some of the viewers may not understand what a marketing funnel is…
…or a system.
You can go online. And you can do some research and see.
But really we have a unique process that we execute here at Dahl Integration Marketing.
From your standpoint, Dr. Alan…
…when I talk about a Marketing Funnel, what comes to your mind? What do you think? Just from our experiences together so far?
Dr. Alan Smith 02:25
Well, each product or service has its own unique funnel.
I still don’t follow it all, but the point being, once you have the systems in place, it kind of takes care of itself.
Then that allows me to focus on what I want to do, which is take care of patients.
And not spend a lot of time, energy, effort and thought thinking, “Well, how do I get the message out there?”
Because let’s face it…
…us Chiropractors are fighting billions of dollars of TV and print radio from the pharmaceutical companies.
And we’re trying to say, “Hey, there’s another alternative to that approach.”
The fact that working with you. The results were just so fast. And a lot bigger.
I was just going to be happy with getting my initial investment back, so at least I know something’s working. But with you it just exploded.
Eric Dahl 03:53
Awesome. Yeah.
I was kinda going to elaborate on that too…
…because when we talk about a Marketing Funnel, it’s all about knowing exactly where you want to take your customer.
Instead of just saying, “Hey, I’m only going to advertise this.”
Now you’re thinking about it from a, “here’s what I want my customer to do from the moment they know who I am…”
“…to that first service that they purchased from me. That first experience.”
And literally having what I call a buyer’s path, which is really your Marketing Funnel.
It’s the path you want your patients to take as they work through your sales process.
Dr. Alan Smith 04:26
And I guess I really hadn’t even thought of that until you and I talked.
But then you asked the right questions. And then it started to become clear.
And yeah, so far it’s been a very sweet experience. So I’m looking forward to whatever our next step is. Which I guess is this.
Eric Dahl 05:22
Let’s kind of elaborate, too.
Because I think this will help people dial in what we’re talking about. But give us an example.
What kinds of marketing were you doing? Like how would you approach marketing before we met?
Dr. Alan Smith 05:36
I think it was Dex. We tried two different websites that supposedly had all the cutting edge SEO.
Paying them gobs of money a month.
Did something called Zoom Media, which was a total bust.
I did a series of television commercials and we got zero.
I did that for eight months.
You know, it’s kind of disheartening because you’re paying these people money.
And they want their money even though they’re not getting you results. You know?
Whereas with you, the first time the practice exploded! And so now I’ve got money to move to the next step that we’re talking about, kind of the back end of things.
So it’s like, wow! It was kind of like the money invested with you is just getting…
…I don’t know but you got the figures …
…how many multiple times over.
So then now there’s money to put back, to get to the next step, to get even bigger.
So it’s not like you’re these other people. They want you to put all the money in.
They have no investment cause they’re on the road. And you’ll see them in a year, when they want you to buy more stuff from them.
And I have never heard what you do anywhere else. I’m sure it’s out there, but you know, if you keep doing the same thing over-and-over.
Eric Dahl 07:15
And I would say that what we do, here at Dahl Integration Marketing…
…is really the opposite of what you know most advertisers would tell you to do.
Am I right?
Dr. Alan Smith 07:24
Oh yeah, absolutely.
Eric Dahl 07:26
Because we start with the conversion rate:
We start with how many leads we’re going to get from this?
How many customers can we potentially get from this?
We start with actual results.
And then we go from there. Versus: “Oh, let’s have a nice logo.”
Dr. Alan Smith 07:45
Oh we gotta have business cards. You got to have a good logo. Well, you know, we spent $500 on a logo. I don’t know who bought.
If you think about it, who buys a product or service based on a logo? Maybe Nike.
Eric Dahl 07:59
Yeah. Something like that. I mean, yes, at the end of the day we want results. Right? I mean that’s really what we’re after.
So at this point, before we met, what were your beliefs about marketers and advertisers overall?
Like what was your basic belief, once you had these bad experiences with all these different marketing consultants, advertisers and all that?
Dr. Alan Smith 08:27
Oh, what my opinion of them was?
Eric Dahl 08:29
Yes. I mean, as a chiropractor, there’s so many marketers out there trying to take your business.
And so what was your belief, at this juncture, before we met, on just marketing, in general?
Dr. Alan Smith 08:49
That it was a pretty slimy business.
Eric Dahl 08:51
Did you feel that people talk a good game but they don’t really back it up?
Dr. Alan Smith 08:58
Oh yeah. And being a doctor concerned about health, I really wasn’t looking at the business side of things.
So it was an expensive lesson.
I was kind of giving up on marketing. There has to be a better way and lo’ and behold you showed up.
Eric Dahl 09:24
Awesome. Yeah. And I’m hoping that that people that are listening to this, they really heard what you just said.
You were kind of at an inroads … almost.
Dr. Alan Smith 09:33
Yeah, exactly.
Why keep spending all this money on stuff that’s not going to get you results?
But that’s what everybody supposedly needs to do.
I’m not saying there might not be other businesses that haven’t had success in these other areas.
Cause obviously there must cause there’s somebody getting their customer base in.
But for me.
And maybe it’s just unique to chiropractors, we have a hard time because we’re up against the huge giant (pharmaceutical companies and traditional healthcare).
Eric Dahl 10:13
Well, I think if it were easy then there wouldn’t be a 90% fail rate with businesses.
The reality is, most businesses don’t know how to market. They don’t know how to sell. And that’s a big hindrance.
And then the information that they receive isn’t always the best either.
Dr. Alan Smith 10:24
Now that I’ve worked with you, I see that most advertising doesn’t motivate people to take an action step.
Whereas with you, all of a sudden people are inspired to take advantage of what we have to offer.
It’s not like we changed anything we’ve been doing from that point of view, but it’s just light bulbs kind of gone off in people.
Eric Dahl 10:56
It was just a matter of organizing your business into a funnel, so to speak…
…and then making sure that the offers within that funnel were irresistible.
I mean that’s really what you did, right?
So, we started looking at it from a strategic standpoint and a results standpoint.
Dr. Alan Smith 11:12
To be honest with you, I still didn’t understand when you’re explaining how you were going to get that done, I just trusted in you.
You did it and the results were there. And as we go on, now it kind of see why that worked.
Eric Dahl 11:26
Right? And that’s actually a good point because there are so many information products out there.
And I’m all about educating my customers, as you know, I like to spend time with you to educate you. But at the end of the day.
The main thing is you get results. And you see those results fast.
Right?
Dr. Alan Smith 11:42
My results, are the phones ringing and people booking appointments!
Eric Dahl 11:45
And let’s talk a little bit about your results.
Okay. So, I have an example here.
Basically, what you were doing the month before … you spent $665 on an ad, right? And nothing happened, right? No return on investment.
Dr. Alan Smith 11:54
Well actually it was $800 (ad spend). And we did get some responses.
Eric Dahl 12:56
Okay. But did any customers come out of it?
Dr. Alan Smith 12:56
Yes, we had some customers out of it but nothing like when I started working with you.
Eric Dahl 13:05
Okay. So it was like a little trickle, you know, here and there…
Dr. Alan Smith 13:08
Right. I think I paid for the ad, maybe a couple more.
But I probably still lost money in terms of paying employees and that type of thing.
But at that point I hadn’t tracked the numbers like you’re now having me do.
Eric Dahl 13:26
Let’s say, generally speaking, you were unsatisfied with the results and that you were just breaking even.
Then once we started working together, we developed an irresistible offer, we also created a backend, which is a Marketing Funnel.
Now let’s talk really, really quickly for the viewers so they kind of understand.
I don’t want to inundate them.
So the first thing you want to do with your Marketing Funnels is to have a Lead Attractor.
You want to attract potential individuals who might be interested in what you offer.
So we create a Lead Attractor. And that can be a free resource.
It can be a discount, but whatever that is, it’s designed to be irresistible to help people take action on your service.
And so your Lead Attractor is a coupon.
Okay, we’ll keep it basic for people. And that coupon offers a $99 service/treatment, right?
So out of that, we got 56 buyers to come in. So that equals 5,544.
Eric Dahl 14:52
Okay. We also had a Primary Offer. So the Primary Offer is just that, it’s the flagship product or service that you’re offering, right?
And in this case, we’ve since increased the pricing on this, right?
At the time that we did this, initially, it was a $350 Prime Offer, right?
So, out of the 56 people that came in from your Lead Attractor, we were able to upsell 11 of those people to the $350.
So that ends up being $3,850.
Okay. Then from there, we have what I call a Customer Value Optimizer (CVO), and that’s just an immediate upsell after your Primary Offer. Right?
And that CVO offer was $997. Out of those 56 buyers, we were able to have 2 purchase that for a total of $1,994.
So that was a total of $11,388. From an ad spend of $665. Right?
So we subtract out the ad spend. That gives you $10,723, which is an ROI of 1600%.
Dr. Alan Smith 16:05
Plus, we haven’t added the backend that you have plans for those customers.
Eric Dahl 16:19
Really, we’re at the point now where we have the funnel in place, now we’re just trying to optimize it.
So that’s what Dr. Alan’s alluding to is that now we’re going to optimize it because my goal right now is to double this number.
We want to take it to $20,000 a month plus or more.
Before we start adding any other Marketing Funnels. We’re going to optimize this first and then go into the next thing.
Dr. Alan Smith 16:41
And then our next shoot’s going to be on some nice tropical Sandy beach!
Eric Dahl 16:50
Awesome. So how has implementing Dahl Integration Marketing’s Marketing Funnel and System into your business made a difference?
You know, obviously the numbers are great, right? But let’s talk about some other benefits.
I mean, for example, how do you feel about your business? How do you feel about your marketing?
Dr. Alan Smith 17:10
Well, my employees are a lot happier. That’s cause they got business now. They’re thinking, “Oh cool, we’re getting busy now!”
Eric Dahl 17:21
So employee morale has gone up.
Dr. Alan Smith 17:23
Yeah. So they have a high opinion of you.
Eric Dahl 17:30
Well, that’s great. That’s always great though. Yeah. That’s awesome. And anything else you want to add?
Dr. Alan Smith 17:39
No, that’s good. It just feels better to know you have a path. Cause I had no doubt we had amazing service that no one else is providing.
I like to say in the world…
…but maybe that might be too egotistical…
…but it’s just, how do you get people to get excited about it enough that they want to at least check it out?
Cause once they check it out, it’s like, “Oh wow!”
Hence, WOW Chiropractic.
And then it’s like they get it. And then they want to become part of it…
…but it’s for the person walking on the street.
There’s just so much advertising. There’s so much businesses and people have a set conception of what a chiropractor is.
They think, “Oh yeah. You’re going to crack my back.”
That’s kind of simple, cause the chiropractor is actually our primary care doctors.
And offer a lot more than just, “I got a little pain in my back.”
And so people that come in and see, “it’s like cool stuff.”
Eric Dahl 18:42
And I know that there’s businesses out there that can relate to what you just said.
They feel that they have the best service, but they feel like they’re the best kept secret.
No one knows who they are.
Dr. Alan Smith 18:57
Because if you’re driving right by it. How are you ever gonna know? It’s hard.
Eric Dahl 19:06
Unless you’re working with a company like Dahl Integration Marketing where you know we have strategies…
…we have services and systems in place to help that happen.
And we can do that. It’s proven we can do that month-after-month.
Dr. Alan Smith 19:21
And that’s what’s so cool about your telling me that you’ve landed a large client.
So even a big business still has concerns about getting customers into their business.
It’s cool. The process works for small guys like me or your big client that you got now.
Eric Dahl 19:27
Absolutely. Every business needs a Marketing Funnel.
And even if they do have a Marketing Funnel, we can optimize it. So it’s really important.
Okay. So how has a conversion rate focus helped you understand your marketing?
In other words, because we have a marketing funnel, you have to think in terms of how many leads am I getting?
Out of those leads, how many leads are becoming customers?
Dr. Alan Smith 20:25
Well, you said to be honest with all that, to be honest with you, I haven’t even thought of that. I’m just kinda leaving you to track all that stuff.
I know I need to take ownership of it, but I need to focus on patients. So it’s cool that your on that.
Eric Dahl 20:48
Dr. Alan, what would you say the difference between good advertising and bad advertising is now that you’ve had this experience with Dahl Integration Marketing?
Dr. Alan Smith 20:56
Bad advertising is, people come in, promise you the moon, they go out the door along with your money.
Good advertising is …
…it doesn’t cost very much. And you get unbelievable results that shock you. It’s like Holy bleep.
Eric Dahl 21:17
Some people don’t believe it’s possible to have consistent, reliable, predictable flow of clients, patients, customers, month-after-month.
How would you address your peers, that might be thinking this way?
Dr. Alan Smith 21:32
Well, I do know you have the ability to get them in the door. And what we’ve done so far is keeping them.
And I haven’t had experience with the second half of what we’re going to be doing, which I think will really maintain the long-term customer.
But based on what we’ve done so far, I have no reason to doubt that’s not going to be just as successful.
Eric Dahl 21:58
And really now that we start to acquire those customers, sorry, in your case acquire those patients, and we’re doing that faster and faster, then the next goal is to automate that.
How do we automate that?
How do we make it effortless?
And I always tell people, you kinda have to work backwards a little bit in that we all want to go automate things…
…and start using software really quick and all that.
But it’s always better to first be able to do it manually first, understand the process.
Then start to automate.
And that’s where we’re at. So we’ve gotten a lot of success with implementing the Marketing Funnel.
Dr. Alan Smith 22:33
And that’s what’s happened to me right now is I’ve gotten so much more business that the paperwork end is starting to stack up.
After I leave here I’m going to spend the rest of the afternoon trying to shrink the paperwork down just because of all the business that had been generated.
In fact, one of my employees started getting a little upset that she couldn’t find all the files she needed because they were scattered all over the place.
They weren’t, they were just in a cabinet here, cabinet here and a cabinet here.
So I said to her, “Well, or it can be, we’ve got two file cabinets, that’s all we have. And so where we gonna put this one file or put this one?”
And then she kind of got it and she kind of laughed.
Eric Dahl 23:28
And that’s a good problem to have.
Dr. Alan Smith 23:31
That’s right. It is. So now I’m going to have to hire somebody else and train them to keep up with all the backend stuff…
…and then be able to have answers for you when you call in.
Eric Dahl 23:43
I need those numbers!
So what did you have to do to implement all these strategies?
So for example, how much time did it take you?
Dr. Alan Smith 23:56
About the time it takes to write a check to Dahl Integration Marketing.
Well, no, we’ve had some meetings.
Yeah, of course.
It really wasn’t that much time at my table.
Eric Dahl 24:07
Awesome. And that’s, that’s a point I wanted to make.
Really, the time investment on your end, being a busy doctor…
…I mean, you have to deal with patients.
You don’t have a lot of time to be trying to mess around with the marketing.
Dr. Alan Smith 24:19
You don’t even want it, part of your consciousness.
But it’s a necessary evil.
And that’s why I’m thinking you can really help the chiropractic profession and take it to the next level.
Eric Dahl 24:36
And of course, not just chiropractors.
So last question for you, Dr. Alan:
Dr. Alan Smith 24:53
The Free one? Is that the 1 hour consultation we had? Based on the results we’re having, it’s putting it together.
Eric Dahl 25:04
And it’s repetition. It’s a little bit foreign at first. And then when you start to see those results, you start saying, “Oh, that’s how it works.”
Dr. Alan Smith 25:13
Well, that’s what I experienced in chiropractic. Everybody understands what it is to take a pill.
But how do you do natural healing to heal your body?
That’s kind of a foreign concept. So you just keep saying the same thing in different ways.
And then the light bulb goes off.
Now the light bulb hasn’t totally gone off with all this, but the results are like, okay, well I don’t really need to understand.
Eric Dahl 25:41
Dr. Alan Smith 25:54
Yes. Just be prepared that they might not get it all. But I’m a doctor.
Maybe people who have been in business longer than I have will get more of a concept down quicker, but it makes sense.
And this is new and different. Nobody else out there is doing it, at least in Eugene. I haven’t seen it.
Eric Dahl 26:22
All right, Dr. Alan.
How about we end with you just telling people where they might be able to find you?
And you’re office is located off of Lawrence street, correct?
Dr. Alan Smith 26:31
743 Lawrence Street.
Eric Dahl 26:36
I will say, too, that Dr. Alan is my chiropractor as well. He’s done some miracles on my back.
Thank you, Dr. Alan. Let’s just do a quick recap.
We covered a lot here.
The biggest thing is, we broke down how you can understand why your marketing or advertising isn’t working at the highest levels.
And more importantly, you learned, the exact steps to go about correcting that, which is really developing out a Dahl Integration Marketing Funnel.
And looking at working with us to do that.
That’s really the biggest thing.
And even if you are happy with your current marketing results right now, what you’ve learned in this video…
…even if you just took the concepts and just start thinking about your marketing from a strategic standpoint versus a hope standpoint…
…that’s huge for you!
Lastly, there should be a button below this video somewhere.
So that should be somewhere on this page.
And again, there is no credit card required, but this is really only for serious business and practice owners that need to apply.
This application process is a quick five minutes and spots are limited.
And I’m Eric Dahl. The owner of Dahl Integration Marketing. And just like Dr. Alan, please become one of my success stories.
