In this episode, I talk about the three big categories that determine whether you show up in Google search and in AI-generated search results. A lot of chiropractors are being told that Google is dead and AI is taking over. I wanted to clear that up, explain what's really going on, and help you understand what matters most for your online visibility. I also share a bit about how I help chiropractors through websites, local SEO, and my Next Step program.

Some key points I touch on: • Google is still very much alive and heavily used. • AI hasn't replaced Google, and AI is now part of Google anyway. • The fundamentals of local SEO still matter for both Google and AI. • You don't need to panic or chase shiny AI tools to win in local search.

Why AI Confusion Is Hurting Chiropractors

Lately, I've been seeing more chiropractors reach out because someone told them AI is all that matters now. A lot of marketers are using AI buzzwords to sell products or services that chiropractors don't really understand. This episode is partly a response to that confusion and partly a way to protect chiropractors from being taken advantage of.

A few important reminders: • People have not suddenly stopped using Google. • AI search is influenced by many of the same signals Google uses. • Anyone claiming to know the exact formula for AI ranking is probably exaggerating. • When someone is selling you something AI-related, slow down and ask questions. • Work with people you trust, not people who rely on hype.

The Three Categories That Drive Local Search

Everything you want to accomplish with local SEO falls into three buckets. These buckets determine whether you show up online and how well you rank compared to other chiropractors in your area.

The three categories are: • Relevance • Prominence • Proximity

Even AI-powered search uses these categories, just interpreted in different ways.

Relevance: The Most Straightforward Ranking Factor

Relevance is simply about matching what someone is searching for. If you want to show up when someone types chiropractor in your town, you need the word chiropractor and your town on your website and your Google Business Profile.

Things I see chiropractors forget: • The word chiropractor doesn't appear anywhere on their homepage. • Their title tag doesn't say chiropractor. • Their meta description never mentions their city. • Their primary Google Business Profile category is incorrect. • They expect to rank for services they never list on their site.

Other important notes about relevance: • You should target chiropractor, not just chiropractic. • You should list your town, service area, and secondary services clearly. • Structured data, metadata, and image tags reinforce relevance. • Stuffing near me into your site does nothing because Google already knows your location.

Prominence: The Hardest and Most Important Category

Prominence is your authority, your reputation, and your trust score online. Google uses many different signals to evaluate prominence.

Things that influence prominence include: • Website traffic • Backlinks from relevant sources • Local citations • Your review count • The quality of your reviews • Your brand strength in the community • How often people search for your practice name • Time spent on your site and how users interact with it

Examples I discuss: • Starbucks ranks instantly because its brand is deeply recognized by Google. • The Joint has built-in authority because it's a national franchise. • A solo chiropractor with one location has to build prominence from scratch.

Why prominence takes the most effort: • It requires ongoing reviews. • It requires ongoing content and activity. • It requires consistency over time. • If you stop building prominence, someone else will pass you.

This is why I tell chiropractors: • Never take your foot off the gas once you start ranking well. • If you're outpacing other chiropractors two or three to one in reviews, keep going. • Prominence slips when you stop feeding it.

Proximity: The Factor You Can't Control

Proximity is all about physical location. It determines your map ranking radius and plays a huge role in where you show up.

What affects proximity: • Where your practice is physically located • How many chiropractors surround you • How tightly clustered your competition is • Whether you are near the geographic center of a city • Whether you're in a dense metro or a small rural town

Examples I explain: • If you're the only chiropractor for miles, you'll rank easily. • If you're on the edge of town, you might rank better on one side than the other. • If you're surrounded by 100 chiropractors toward downtown, ranking there is harder. • If you stop working on SEO, someone who keeps building prominence can surpass you even if they're slightly farther away.

Proximity is the least flexible category, but: • Relevance and prominence can help you extend your reach. • Strong prominence can help you compete even in dense markets.

Why SEO Must Be Ongoing, Not Occasional

I explain why local SEO isn't a two-month project. Google and AI reward consistency, not short bursts of effort.

This is why: • You build trust slowly over time. • Someone else can outrank you if they keep working and you stop. • Google wants to see an ongoing pattern of value, activity, and credibility. • SEO is more like relationship-building than advertising.

Stopping SEO is like stopping exercise. You don't lose everything the next day, but over time the results fade.

A Warning About AI Scams and Hype

I didn't plan to talk about this part, but it came up naturally because chiropractors are getting bombarded with AI pitches.

The main points I share: • Be suspicious of companies selling AI as a miracle fix. • Just because something uses the word AI does not make it helpful. • Chiropractors often don't know enough about AI to judge whether a service is legit. • This makes the profession vulnerable to bad advice and overpriced products. • Ask questions, take your time, and only hire people with proven credibility.

Final Thoughts

At the end of the episode, I circle back to the core message. If you want to rank well in local SEO, whether on Google or the new AI-driven platforms, your success depends on relevance, prominence, and proximity. There is no secret. There are no shortcuts. The real strategy is doing the right things consistently over time.

I also thank listeners, ask them to share the podcast, and remind them that reviews are always appreciated.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

In this episode I cover two topics that are not really related but both come up a lot in conversations I have with chiropractors. The first is about making big changes in your career or in your practice. The second is about why I think it is a mistake to connect your fees to time.

Part One: Making Big Changes Without Wrecking Your Life

I have had a couple of clients recently who are making big transitions. One is moving from one style of practice to another. The other is an associate who is starting her own office on the side. Both situations are exciting. Both situations also come with a very real temptation to jump too fast.

I learned this lesson the hard way. When I closed my practice years ago, I assumed the next thing I was working on would take off quickly. I figured I could just throw all my time and energy at it and it would work out. That assumption led to the hardest financial season of my entire adult life. It was brutal and absolutely avoidable.

What I should have done is simple. I should have kept the thing that was paying my bills while I built the new thing slowly in the background. Nights. Weekends. Whenever I had time. I should have waited until the new thing had momentum instead of assuming everything would work out because I was excited.

Here is the mistake a lot of chiropractors make when they are excited about something new.

• They cut off income before the new idea is proven • They make decisions based on hope instead of reality • They assume enthusiasm equals readiness • They forget that timing matters just as much as the idea itself

If you are going to transition from one technique to another, do it slowly. Let the new thing take over as patients choose it. Bring new people in under the new model. Let the old system fade out on its own.

If you are starting a practice while working for someone else, keep the job as long as you can. Let your employer cover the bills while you build your own thing after hours. When your side project becomes your main thing, the transition will feel natural instead of terrifying.

The theme here is simple. Do not make your life harder than it needs to be.

Part Two: The Problem With Charging for Time

The second topic is one I talk about with chiropractors all the time, especially docs who do a lot of soft tissue work. Many of them describe their visits like massage therapists. They will say things like thirty minute visit or sixty minute visit. I think that is a mistake.

Chiropractors who adjust only usually understand this better than anyone. We do not get paid for minutes. We get paid for outcomes. We get paid for expertise. We get paid for results.

When you attach your fees to a precise block of time, you create problems for yourself.

• Patients expect exact minutes • You lose flexibility in your schedule • It becomes harder to handle late patients • You limit your ability to offer different levels of service • You unintentionally undervalue yourself

A better option is to give people a range. Ten to fifteen minutes. Twenty to thirty minutes. Forty to sixty minutes. A range gives you breathing room and prevents awkward conversations when someone shows up late.

If you like offering long sessions, consider creating tiers. Some people only want a quick adjustment. Some need your standard visit. Some truly need the in depth longer appointment. Offering options keeps your schedule flexible and allows more people to work with you.

Here is why this matters. Not everyone needs or wants a long visit. Not everyone has the time or the money for that. Giving people choices helps them say yes to working with you in a way that fits their life and fits your workflow.

Wrapping Up

Both topics in this episode really come down to the same core idea. Do what is smart. Do what reduces risk. Do what gives you the best chance to succeed without making life harder than it needs to be.

If you want help with your website or local SEO, you can reach out to me at Rocket Chiro. If you want ongoing help and a place to ask questions, check out the Next Step program. If you want me to look at your website and give you some honest feedback, you can request a free website and SEO assessment anytime.

Thanks for listening and for sharing the podcast with other chiropractors who can benefit from it.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

In this episode of the Rocket Chiro Podcast, Jerry breaks down some of the most common distractions chiropractors fall into when they are struggling, overwhelmed, or searching for the fast track to success. These distractions often look promising on the surface, but they rarely address the real issues holding a practice back. Jerry explains why these diversions are so tempting, how they derail progress, and what chiropractors should be focusing on instead if they want to build a stable and successful practice.

The heart of the episode revolves around the idea that success in chiropractic is built on simple, consistent, and often boring fundamentals. When those fundamentals are missing, chiropractors become vulnerable to shiny objects that promise quick wins. These diversions can drain time, money, and energy while pushing the chiropractor further away from the work that actually helps them grow.

Jerry outlines six major categories of distractions that repeatedly show up in conversations with struggling chiropractors. Each one is rooted in the desire to find an easier path than doing the foundational work, yet each one almost always leads to more frustration.

Key Distractions Covered in This Episode

• Online sales and affiliate marketing Chiropractors often hear that they can make "easy money" online by selling products, creating digital courses, or writing recommendation blogs with affiliate links. Jerry explains why this is almost never productive for a local chiropractor. Online selling requires an enormous amount of trust, attention, and audience size. Most chiropractors do not have the kind of influence necessary to make online sales meaningful. It becomes a detour away from patient care, community connection, and building a local business that people trust.

• Selling their own expertise through high ticket coaching Big ticket coaching programs and personal expertise packages are frequently marketed as a shortcut to higher revenue. Chiropractors are told that it is just as easy to sell a three thousand dollar coaching package as it is to sell a three hundred dollar one. Jerry highlights why this mindset is problematic. Coaching is a completely different business that very few chiropractors are qualified for or prepared to run. High ticket selling might work for a rare few, but most chiropractors simply end up spending time building a business that distracts them from the practice they are trying to grow.

• Special techniques and certifications Chiropractors who love technique can convince themselves that one more certification, one more seminar, or one more advanced system will finally unlock the success they want. Jerry reminds listeners that while additional training is valuable, it is almost never the reason a practice is struggling. Many mediocre chiropractors are successful in business, while many clinically gifted chiropractors struggle because they have not built strong habits, systems, or communication. Technique mastery is great, but it is not a substitute for running a strong business.

• Special equipment and passive therapies There is always a new device, table, laser, or machine promising to increase revenue and attract new patients. Chiropractors imagine that if they could just finance the newest gadget, everything would finally click. Jerry emphasizes that expensive equipment does not fix traffic issues, retention issues, or communication issues. If a practice is unstable, adding more debt and more complexity makes the problem worse. Equipment can be helpful when it aligns with the practice model, but it is almost never the missing ingredient a struggling chiropractor thinks it is.

• Obsessing over social media and trying to become an influencer Many chiropractors pour energy into going viral, creating endless reels, or chasing likes and followers. Social media feels productive, but it rarely translates into meaningful revenue for a local service business. Jerry shares examples of posts reaching millions of views without generating income. Social media can be a helpful tool for building trust and connection within a local community, but chasing fame is almost always a distraction that keeps chiropractors from focusing on patient care, reputation, and retention.

• Evaluating success only by new patient numbers Chiropractors often judge their entire practice by how many new patients they see in a month. Jerry explains why this is a flawed metric when used in isolation. A practice with strong retention, follow through, reactivations, referrals, and good communication can thrive with modest new patient numbers. But a practice with a leaky bucket will always struggle no matter how many people enter the front door. Focusing only on new patients distracts chiropractors from fixing deeper issues in their systems and workflows.

Core Themes From the Episode

• Success in chiropractic is difficult and takes time. Anyone who claims it is easy is either lying or the rare exception. • Shiny objects distract chiropractors from the consistent habits and foundational systems that actually create long term stability. • Most frustrations stem from weak fundamentals such as poor onboarding, unclear communication, lack of follow up, and inconsistent routines. • The chiropractors who win are the ones who stop swinging for home runs and start accumulating base hits through steady effort and simple processes. • A year from now, your future self will thank you more for mastering fundamentals than for chasing shortcuts.

What Chiropractors Should Focus On Instead

• Clear communication and consistent recommendations • Strong onboarding and follow through • Building trust with patients and the local community • Basic marketing foundations such as Google visibility and a good website • Simple reactivation and referral processes • Becoming great at chiropractic instead of chasing external validation • Slow, steady, predictable habits that raise the floor of the practice over time

This episode encourages chiropractors to step back, take an honest look at where their energy is going, and identify whether they have been pulled into distractions instead of building a stable foundation. The message is clear. Leave the shortcuts behind, recommit to the basics, and give yourself a year of focused effort. Most chiropractors are not one seminar, one machine, or one viral post away from success. They are one year of consistency away from stability.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

In this episode of the Rocket Chiro Podcast I talk about three parts of practice that will completely change your business over time. These are not quick fixes. They are not instant wins. They will not solve your new patient problem this month. But if you make them a priority now, you will look back years from today and feel genuinely grateful that you started.

Why Chiropractors Fixate on New Patients

I start by talking about the profession's obsession with new patients. Every marketer, coach, and guru leads with new patient promises. You know the messages. They claim they can get you forty new patients a month or grow your practice instantly.

New patients feel exciting. They create cash flow. They inflate your numbers. And they can cover up bad systems. Even a poorly run practice can survive if there is a constant stream of fresh bodies coming through the door.

The problem is that running a practice this way is extremely stressful. If you ever have a slow month, the weaknesses in your systems show immediately. You never feel stable because the entire practice sits on top of a shaky foundation. You are always looking for the next new patient hit.

The Purpose of This Episode

I created this episode to help you shift your focus toward three long-term levers that make your practice healthier, steadier, and easier to run. These are not urgent. They do not give you a dopamine hit. But they are the building blocks of a business that does not fall apart when the new patient flow slows down.

The three long-term levers are reviews, relationships, and retention.

Why Reviews Matter More Than You Think

Reviews are one of the easiest and most powerful things you can invest in. They help your local SEO. They help your conversion. They help Google understand what you are known for. They even help AI tools understand what people think about you.

One of the biggest advantages reviews provide is the keywords hidden inside them. If your patients mention migraines, sciatica, pregnancy, sports injuries, or anything else, Google takes note. Those words help determine which searches you show up for.

I tell the story of a client who asked me if they had too many reviews because they had several times more than every chiropractor in their area. My answer was simple. I would keep going. If I could have ten times more reviews than my competitors, I would not slow down for a second. Being the obvious choice in your community is never a disadvantage.

The Power of Building Real Relationships

Next I shift into the value of relationships. As an introvert this one has always been a challenge for me. I would rather sit at my computer than go out and meet new people. But chiropractic is a relationship business. We work with human beings. We serve a community. We depend on trust.

Relationships with patients matter. Relationships with business owners matter. Relationships with coaches, trainers, teachers, community leaders, and other professionals matter.

When people know you and have something good to say about you, everything becomes easier. New patients come more naturally. Opportunities show up. Referrals increase. Sometimes your relationship with a respected person in the community even creates a little bit of authority or credibility transfer.

These relationships take time. They take intention. And they are absolutely worth it.

Short Term Retention and Why It Affects Results

Then I talk about short-term retention. This is not about long-term wellness care. This is simply helping someone stay consistent during their initial care. When you have a clear plan, patients get better results. They feel more connected to you. They are more likely to think of you as their chiropractor.

Without a plan you swing between two extremes. You either forget to follow up with people and they slip away, or you accidentally harass them without realizing how many times you have reached out. A system keeps you in the middle where you are caring, consistent, and helpful without being annoying.

Long Term Retention and Why It Stabilizes Your Practice

Long-term retention does not blow up your numbers overnight, but it is one of the key stability builders in a mature practice. This is where you check in with people who have not been in for three months or six months or a year. You are not trying to guilt them. You are not trying to pressure them. You are simply serving as a reminder for people who actually need your help but have been busy or distracted.

These occasional visits do not seem like much in the moment. But over the course of five or ten years, they create steady, predictable support for your practice. They also reinforce that you are their chiropractor even if they do not come in very often.

A Reminder for the New Year

I wrap up by reminding chiropractors that the best time to start these habits was years ago, but the next best time is right now. As we head into a new year, commit to being better in these three areas. You do not have to be perfect, but you do have to be intentional.

Make reviews a priority. Build more relationships. Put a plan in place for both short-term and long-term retention.

If you do that, your practice will be radically healthier five years from now.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

In this episode of the Rocket Chiro Podcast, Jerry Kennedy dives into one of the biggest traps chiropractors fall into — chasing vanity stats. From gross income to new patient counts to website traffic, these numbers can look impressive on the surface but often lack the context that actually matters.

Jerry shares hard-earned wisdom on how to separate meaningful metrics from meaningless ones, how to keep your ego in check, and how to focus on the numbers that truly move your practice forward.

1. What Are Vanity Stats?

Jerry explains that vanity stats are numbers that sound impressive but don't actually reflect real success. These include:

• Gross income without expenses

• New patient counts without retention

• Website traffic without conversions

• Rankings without relevance

Without proper context, these stats can create false confidence or unnecessary frustration.

2. Why Vanity Metrics Are Dangerous

Vanity stats are seductive because they make chiropractors feel successful, but they can easily distort reality. Jerry warns that:

• People exaggerate or manipulate their numbers online.

• Gross income often hides massive overhead.

• Social media and professional circles amplify unrealistic comparisons.

He shares a story about a chiropractor friend who appeared far more successful based on gross revenue but actually took home only a little more than Jerry — at the cost of massive stress and a complicated business.

3. The Comparison Trap

Jerry compares vanity metrics to social media highlights — people showing their best moments and hiding the rest. Chiropractors often compare their unfiltered reality to someone else's filtered image of success, which leads to unnecessary frustration and burnout.

He reminds listeners that success isn't defined by looking impressive — it's defined by how well your practice serves you, your patients, and your life.

4. Examples of Vanity Stats in Chiropractic

Jerry gives real-world examples of chiropractic vanity stats and how they can mislead:

• Gross income: Without understanding expenses, it's meaningless.

• New patients per month: If retention is low, this stat is hollow.

• Patient visits per week: A high number doesn't mean success if fees are unsustainably low.

• Website traffic or Google ranking: Traffic that doesn't bring in new patients is worthless.

He even shares how his own site once ranked for "ring dinger" searches — great traffic, but totally irrelevant for his business.

5. What Metrics Actually Matter

Jerry offers practical guidance for what chiropractors should really focus on:

• Net income: What you actually take home.

• Expenses: Keep them tight; most chiropractors overspend.

• New patient origin: Know where people are finding you.

• New patient quality: Focus on patients who are a good fit for your care.

• Retention: Track how long patients stay and how often they return.

These are the metrics that indicate the health and sustainability of your practice.

6. Jerry's Tips for Avoiding the Vanity Trap

1. Don't believe every number you hear — most lack context or honesty.

2. Don't brag about your stats — it feeds your ego but helps no one.

3. Share stats only in a teaching environment — context is what makes them valuable.

4. Focus on meaningful growth — not looking impressive to others.

5. Keep your expectations grounded — unrealistic goals only cause frustration.

Key Takeaway

Vanity stats might look good on paper, but they won't make your practice better or your life easier. Focus on metrics that actually impact your income, your stress level, and your ability to serve patients well.

Quotes to Remember

• "Gross income out of context doesn't mean anything."

• "You're comparing your real life to someone else's highlight reel — and you can't win that."

• "Your ego is not your friend."

• "Know your stats, focus on the ones that actually matter."

Resources Mentioned

• Rocket Chiro – Website & Local SEO for Chiropractors

• NEXT Step Membership — On-demand chiropractic coaching for chiropractors who feel stuck or are just getting started.

Call to Action

If you're ready to focus on what really matters and stop chasing numbers that don't move your practice forward:

• Visit RocketChiro.com to learn about websites, SEO, and coaching for chiropractors.

• Leave a review on Apple Podcasts or Google to help other chiropractors find the show.

This episode of the Rocket Chiro Podcast dives deep into one of the most common local SEO questions chiropractors ask me: "Why don't I rank in the town next to mine?" It's a simple question, but the answer isn't always what chiropractors expect.

I start by explaining that local SEO is heavily influenced by proximity. Google knows exactly where your practice is located, so if you're in Chesterfield, Missouri, you're naturally going to rank best for "Chesterfield chiropractor." Ranking in a nearby town like Town and Country is possible, but difficult. The biggest factors that make it hard are your location, the density of chiropractors in the area, and how competitive their SEO is.

I also talk about the few situations where ranking outside your city is possible. You might be able to do it if there aren't many chiropractors in that other town, if the ones there have poor SEO, or if you're located in a gray metro area where town borders overlap—like being technically outside of St. Louis but still part of the St. Louis metro.

Then I shift gears to talk about smarter ways to expand your reach. You don't have to chase unrealistic ranking goals. Instead, you can focus on keywords that naturally extend your visibility—like "sports chiropractor," "chiropractor during pregnancy," or "chiropractor for kids." These kinds of searches reduce your competition because fewer chiropractors optimize for them, and they allow you to reach patients from a wider area.

I also mention a tool called Local Falcon, which I use in my free website and SEO reviews. It's a great, affordable option for chiropractors who want to track their own local SEO and see how they're performing across different search areas.

To wrap up, I remind chiropractors to go into SEO with realistic expectations. There's no secret trick or quick fix. If someone makes SEO sound easy or overly complicated, that's a red flag. The best strategy is to focus on strong local SEO for the area you're actually in, optimize for the services and terms that make you unique, and let that naturally radiate into surrounding areas.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

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In this episode of the Rocket Chiro Podcast, I dive into a topic that most chiropractors think about but rarely say out loud: what makes a bad chiropractic patient. Every chiropractor wants to help people, but the reality is that not everyone is a good fit for your care or your practice. Learning to identify those bad fits early on can save your sanity, protect your business, and create space for better patients who actually value what you do.

I start by sharing a story about speaking at Logan University years ago, where I asked a group of chiropractic students who wasn't a good fit for their future practices. The room went silent. That moment reminded me that many chiropractors don't think about who they don't want to serve—and that's a huge problem when it comes to marketing and practice happiness. Saying "anyone with a spine" is not a strategy. It's bad marketing and bad business.

From there, I break down several general categories of bad chiropractic patients. Some of these are universal red flags, while others depend on your specific practice style or personality.

Here's a rundown of what we talk about:

1. Contraindicated Patients There are clear medical situations where chiropractic care just isn't appropriate—or at least not right now. I talk about conditions like fractures, dislocations, severe osteoporosis, and spinal cord compression. Responsible chiropractors know when to refer out and when it's simply not safe or effective to adjust.

2. People Who Can't Pay This one might sound harsh, but chiropractors aren't running charities. If someone can't or won't pay, you can't build a sustainable practice around them. I share how I handled this in my own office by creating limited "hardship agreements" for people in genuine need. It's a way to be compassionate without sabotaging your business.

3. People Who Can't Keep a Schedule You know the type—always late, constantly rescheduling, or no-showing altogether. They throw off your day and drain your energy. I explain why these patients are toxic for your practice and how enforcing basic boundaries can help you reclaim your time and sanity.

4. Unrealistic Expectations Patients who expect miracles in one or two visits, or who think you can fix years of damage without any participation on their part, are setting everyone up for frustration. I discuss how to set realistic expectations early through good communication and leadership.

5. A Bad Fit for Your Care Not every patient is a match for your technique or philosophy. Whether it's someone looking for a style of chiropractic you don't offer, or a condition you're not confident treating, referring out can be the best move for everyone involved. It's better to admit when you're not the right chiropractor than to fake it and disappoint someone.

6. Energy Suckers This last group is the hardest. These are the know-it-alls, complainers, boundary-pushers, and emotional vampires who drain you every time they walk in the door. I explain how to spot them early and why letting them go—no matter how hard it is—can make your practice (and your life) a whole lot better.

I wrap up by talking about how this lesson applies beyond chiropractic. I've made the same mistakes in my own business at Rocket Chiro—taking on clients who weren't a good fit and regretting it later. I remind listeners that identifying bad fits isn't about being judgmental; it's about protecting your mission, your business, and your mental health.

If you're a chiropractor who's struggling with patients who stress you out or drain your energy, this episode is for you. You'll walk away with practical insight into how to define your "bad fit" list and create boundaries that let you build the kind of practice you actually want—one filled with patients who respect your time, value your care, and make you love coming to work again.

You can find more business and marketing advice for chiropractors at RocketChiro.com. If you'd like me to take a look at your website and SEO and give you my honest feedback, request a free review while you're there.

And if you want to go deeper than what I cover on the podcast, check out NEXT Step—my on-demand chiropractic coaching designed to help new and stuck chiropractors grow their ideal practice.

Thanks for listening to the Rocket Chiro Podcast, the chiropractic podcast that helps you grow your business, simplify your marketing, and fall in love with practice again.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

In this episode of the Rocket Chiro Podcast, I talk about one of the most repeated marketing clichés out there: "Content is king." I explain why that statement is incomplete and why transformational content—not just any content—is what actually helps chiropractors grow their practices and connect with patients. I break down what makes certain types of content valuable, what makes others a waste of time, and how you can start being more intentional about what you post. Whether you're creating social media posts, writing blogs, or running local SEO campaigns, this episode will help you understand how to make your content actually work for you instead of just filling space. Here's what I cover: • Why "content is king" is an oversimplification • How to set a clear purpose for every piece of content you create • The four main types of content: educational, entertaining, intriguing, and transformational • Why transformational content drives trust, authority, and new patients • How reviews, testimonials, and before-and-after stories can demonstrate transformation • Ways to use transformation not just in marketing but also in patient retention I also share my own examples of how I could use transformational content better in my business and how chiropractors can use it to improve the patient experience. If you want help improving your chiropractic website or local SEO, visit the Rocket Chiro website. You can also request a free website and SEO review there. And if you're a new chiropractor or a chiropractor who feels stuck, check out my NEXT Step program—it's designed to help you reduce stress and start growing your ideal practice. Thanks for listening and for sharing the podcast with other chiropractors who might benefit. Resources Mentioned Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

In this episode of the Rocket Chiro Podcast, I dig into the process of improvement. When we first start anything, whether it's adjusting patients, running a practice, or marketing, the truth is we usually aren't very good at it. That's normal. But I also want to clear up a point I made recently about not focusing too much on things you're terrible at. While I believe your greatest growth comes from leaning into your natural strengths, there's still a necessary period of struggle in the beginning.

I talk about what it looks like to move from being brand new and bad at something, to becoming competent, and ultimately excellent. The goal isn't to stay stuck in the "bad" stage but to understand that it's part of the journey and to know how to work through it without getting discouraged.

Here are some of the things I cover:

• Why everyone stinks at the beginning and why that's okay

• How competence is the stepping stone to greatness

• Why you shouldn't waste too much time trying to be great at something you're naturally bad at

• The importance of finding and developing your strengths so you can build a thriving practice

If you're a new chiropractor, or even if you've been at it for a while but feel stuck, this episode will help you reframe where you are in the process and give you clarity on how to move forward.

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In this episode of the Rocket Chiro Podcast, I'm sharing something that's been on my mind lately. Over the years, I've talked to a lot of chiropractors who've tried to follow the "success formulas" promoted by charismatic gurus, seminar speakers, and social media personalities—only to end up frustrated, burned out, and wondering what's wrong with them.

I've been there too. I know what it's like to look at someone who makes practice-building look effortless and think, "If they can do it, why can't I?" In this episode, I'm going to explain why their one-size-fits-all formula often only works for a specific type of personality and why trying to copy it may actually set you up for failure.

I'll break down three common chiropractor "profiles" (charismatic front-end attractors, clinical technicians, and relationship builders), explore the strengths and weaknesses of each, and show you how to build your practice strategy around your natural talents instead of forcing yourself into someone else's mold.

If you've ever wondered why someone else's "simple" blueprint doesn't work for you, this episode will give you clarity, permission to stop beating yourself up, and a framework for building a practice that truly fits you.

What You'll Hear Me Talk About:

• Why some chiropractors seem to attract new patients effortlessly—and why that's not necessarily a sign of better skill or better care.

• How charismatic, technical, and relationship-driven chiropractors each have different advantages and blind spots.

• The hidden danger of personality-specific advice at seminars, in coaching programs, or on social media.

• How to identify your own "superpower" and use it as the foundation for a more stable, authentic practice.

• Why improving your weaknesses matters—but why your strengths will ultimately move the needle in your business.

• How to exercise discernment when listening to advice (including mine!).

Resources Mentioned

• Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment
• Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites
• Chiropractic SEO: https://rocketchiro.com/chiropractic-seo