October 22, 2023

Hear Us Tell The Story of Chiropractic with Dr Joe Esposito DC – Chiro Hustle Podcast 502

• Doctor of Chiropractic
• Licensed Dietitian (retired)
• BS Clinical Nutrition
• Diplomate American Academy of Pain Management
• Diplomate American Board of Chiropractic Orthopedists
• Diplomate of the Chiropractic Board of Clinical Nutrition
• Diplomate of the College of Clinical Nutrition
Education: Dr. Esposito is president and clinic director of Health Plus Wellness Center and has been in full time practice since 1985
• 1979-1981 Bergen College, Paramus NJ
• 1981-1984 Life Chiropractic College, Magna Cum Laude Doctor of Chiropractic
• 1983-1986 Life Chiropractic College, BS Clinical Nutrition
• 1984 Licensed Doctor of Chiropractic Georgia License # 2298
• 1985 Diplomat of American Board of Chiropractic Orthopedists
• 1987 Licensed Dietitian Georgia (retired)
• 1991 Diplomat of the American Academy of Pain Management
• 2009 Diplomate of the Chiropractic Board of Clinical Nutrition
• 2009 Diplomate of the College of Clinical Nutrition
Recognition: Dr. Esposito has been honored on several occasions by his colleagues and various other organizations for his efforts in the advancement of his profession
• Georgia Health Care Provider of the Year
• International Chiropractic Honor Society
• Diplomate National Board of Chiropractic Examiners
• Who’s Who in American Universities and Colleges
• Who’s Who in Executives and Professionals
• Who’s Who in Medicine and Health Care
• Garden State Scholar, National Deans List
• Chiropractor for Council of Performing Arts
• Chiropractor for “Theater of the Stars”
• Health Consultant for Miss Georgia Co-Ed Beauty Pageant
• Top 50 Single Business People in Atlanta
• Official 1996 ACOG Olympic Doctor
• Grupe Foundation Scholarship (First chiropractor to receive this medical scholarship)
• ADDY Award for excellence in Health Field Advertising
• Hun Gary Chairman – Business Advisory Council
Professional Associations
• Georgia Chiropractic Association
• American Chiropractic Association
• American Board of Chiropractic Orthopedists
• American Academy of Pain Management
Radio/TV Experience
• Currently the host of the “Dr Joe Show” on radio stations in Atlanta WSB, B 98.5, KISS 104.1 and 97.1 The River.
• Past experience includes
o MNIV Radio, KPFK Radio “Inner Vision”,
o WTLK “Talk of the Town”,
o WXGC “Eye on Atlanta”,
o WQXB Panel Speaker,
o 11 Alive News Nutrition Consultant,
o WGUN radio host,
o Smyrna Cable “Health Plus” and “The Nutrition Kitchen” talk shows,
o Salem Communications radio host
• “Eating Right For the Health of It”
• “Prescription for Extreme Heath”


JAMES CHESTER (HOST):  You made the Chiro Hustle. Sit back and learn from the greatest influencers in the profession on the world's Number One Chiropractic Podcast. Before we dive into this powerful episode, please remember to subscribe to our channels and to give us a 5-star rating on iTunes to continue hustling. This episode is sponsored by Imaging Services, Chiro Health USA, Chiro Moguls, Pure Chiro Notes, Titronics, Sherman College of Chiropractic, New Patients in a Box, The Influencer Authority Podcast Training, Mango Voice, Life Chiropractic College West, and M-Sculpt. Let's Hustle!

LUKE MILLETT (PRODUCER):  Hey guys, welcome to Episode 502 of the Chiro Hustle Podcast. I'm your producer, Luke Millett, and here's your host, James Chester.

JAMES CHESTER (HOST):  So today we have the opportunity of interviewing Dr. Joe Esposito. And if you want to hear us tell the story of chiropractic, stay tuned. Welcome back! This is another episode of the Chiro Hustle Podcast. It's Joe Esposito today. 502, this is the episode number today. It's been kind of a journey. We're talking about this off camera, how he's been hosting a radio show for 13 years. We're going to talk a lot about marketing and things of that nature as we go through today's interview. But 13 years for Joe working with radio and 5.5 for us. So yeah, it's a lot of fun, right Joe?

JOE ESPOSITO DC (GUEST): I get so excited every time that light comes on. It says on the air, I just love that, yeah.

JAMES CHESTER (HOST):  Yeah, and I think that there's a lot to be said about branding the profession the right way to and sharing the big idea with people. So I'm really looking forward to jumping into this one with you today. But before we get into it, I'm just going to give our big wife Chiro Hustle. Why do we do what we do? We believe in the First Amendment. I think that's so important in today's world. We have to pay attention to that. Same as speech is something that makes us very unique as a nation and as a culture. Secondary medical freedom. I believe that chiropractic has been essential to protect medical freedom across all cultures. And family health freedom. I think chiropractors have stood with that structure for a long time is making sure families have choice to how they raise their children and how they take care of themselves. So those things are really important for what we do over here at our show. And then we also believe in BJ Palmer Sacred Trust. I love this part of the share when we open Dr. Joe because a lot of people have never heard of what the Sacred Trust is, even chiropractors. So I tell them to go and search for it. Like go to your favorite search engine right now, pause this episode and go and find BJ Palmer Sacred Trust. You might even search for BJ Palmer's last words. And you're going to know a whole lot more about chiropractic than you previously did. We also support and believe in subluxation based chiropractic. I know I probably shouldn't have to say that about chiropractic, but I feel it's necessary. So I pack that in there. And then we believe in in intelligence and universal intelligence. And that's philosophy. And we believe that when man or woman, the physical gets adjusted, it connects them to man or woman, the spiritual. And with that being said, that's our introduction. And now we get to introduce Dr. Joe Espazito. Welcome to the show.

JOE ESPOSITO DC (GUEST): I'm so excited to be here. This is awesome.

JAMES CHESTER (HOST):  Yeah, I mean, I'm just like, like the hair on my arms is standing up because I know that we're going to have such an electric interview today. And, you know, I think that the best part for me is to get your story. That's really what like a journalistic approach to podcasting is is the story of someone else. And then I get a chance to jump in every once in a while and say something that might make sense. So let's just let's jump into your story. How did you become a chiropractor? What influenced you to jump into this profession?

JOE ESPOSITO DC (GUEST): It goes back my father. January, the year I was born, my father fell off the ladder, broke his back, fractured his skull, went deaf immediately. Now my mother's pregnant with me. My sister is home three years old. My mother has no skills that back in the sixties that women stayed home. It was a very traditional family. Father worked. My father was in a coma, in and out of a coma, full body cast, fractured his back, fractured his skull. And here I was born. And my father was in the hospital when I was born. And so he went deaf immediately. We still to this day don't know why he went deaf. So they have MRIs and all the testing that we have now. I suspect when he fell backwards and busted his head, he shattered the ossicles in his ears. We think that's probably what it was. So my father never heard my voice. He wasn't able to work. We grew up extremely poor. So you can imagine it was no OSHA back then. It was no retraining. He was mobile. He could walk. He wasn't paralyzed. And he could speak. He just lost his hearing. And so it was an interesting growing up because my father was always home all the time. And we grew up with nothing fancy at all. And my father would always say, Joey, my back hurts, rub my back, Joey, my back hurts, rub my back. So as a child, I always rub my father's back. Oh, and I feels good. Oh, I like that, Joey. It was immediate positive feedback that my father liked when I rubbed his back. So I was going to become a neurosurgeon. My original plan is to become a neurosurgeon, operate on my father, bring his hearing back. Well, every medical doctor I spoke to, I played football, I played hockey. So I spoke a lot of medical doctors, unfortunately, fractures and everything. They all said, don't do it. 100% across the board. Don't do it. It's a lot of work. It's bloody. It's malpractice. It's, you don't get paid what you deserve. And it just went on and on and on. Now this is back in the days when doctors actually got paid well and you got dressed up to go to the doctor and put on clean underwear. And one day my grandmother said to me, she said, you should go see my chiropractor. He does something with nerves. I wonder what a sentence that was going to change the world. So I went into, walked into a chiropractor's office, had a beard down to here, hair down to my shoulders, 210 pound football player, flannel shirt, teeth, black teeth shirt underneath, baggy jeans and work boots. And I walked into this chiropractor's office and he couldn't have been more welcoming. Nice to meet you. I'm Dr. Sachin Sach and I went, he didn't go to life. He went to New York and I was from New Jersey. And he's explaining chiropractic and charts and arrows and diagrams. And I'm like, dude, what are you talking about? And he said, if you need a letter of recommendation, I'll give it to you. And I recommend you go to Life University because it's the best university out there. And he didn't go there. And he loved his job. That made the impression on me. All the diagrams and arrows, he loved his job. So I went to another chiropractor's office. Let's see what happens. Same thing. Couldn't have been more welcoming. Come on in. Let me show you around. Introduce me to patients. Introduce me to staff. There's way before HIPAA laws. If you need anything, let me know. I recommend you go to Life. I said go to Life. So I had a friend of mine who was actually, I went to undergraduate with, lived down here. I came down, I visited, I walked into Life, I looked around. It was two buildings at the time. Dirt park and lot. It was a dump. It was 38 years ago. And I said, I think I want to do this because the medical profession wasn't happy with what they were doing. The chiropractor's like crazy. I think it's guys and nuts. So I said to my mother, I want to be chiropractor. And she said, I don't care if you want to be garbage man. As long as you're the best garbage man there ever was. What a challenge. So I went ahead and I applied at Life and I got in of course. It was easy back then. And tuition was $800 quarter. We lived in an apartment that was $60, $180 for a three bedroom apartment. Hot brooches everywhere, brown shed, carpet, purple bathroom tiles. It was divorced in lock. It was disgusting. And I was so excited because these people hugged each other and they talked to each other and they supported each other. And I remember one of the teachers even saying he was a medical doctor. He taught anatomy. And he says, I'm fascinated by you chiropractors. And I said, why is that? He goes in medical school if they will give people wrong answers so that the other person fails. He says, here you're willing to risk your career to help a friend cheat. And he said, I respect that from you. And I thought, wow, that's really cool. So I got all excited about chiropractic and graduated 23 years old, third of my class, 23 years old. Didn't know what I was going to do in my life. Started practicing. I remember my first patient. His name was Bill Bolin. And he came in and he had bleeding in his rectum, bleeding in his stools. And here I was, young guy, bleeding in stools. That's not a chiropractic case. So I adjusted him because I remember what Sid said, Sid Williams always said, adjust and then if you need to, refer out. And I didn't sure enough, he had colon cancer. And he came back in and he says, you saved my life. The doctor said, you saved my life. And the first patient I ever had, I was like, this is so cool. I love this. 38 years later, I've missed a half a day of work in 38 years. Wow. I have four offices and I can't tell you how excited I have every day to wake up and do what I was taught to do, way back when. So cool.

JAMES CHESTER (HOST):  You make me want to cry because the story is rich. And it's full of endeavor. It's full of challenge. It's full of rising up.

JOE ESPOSITO DC (GUEST): Yeah. You know, and I, we've treated, I don't know, I've given millions of adjustments. If you add up how many bones I've moved, millions and millions of adjustments. And it's still exciting to me. I still want to know what direction am I doing it? What line of drive is it? What am I putting back in place? You know, the old chart that D.D. Palmer talked about, you know, how the tone of the nerves and how you got to check the nerve tone, is it too tight, is it too loose? And then when I was thinking about becoming a chiropractor, I was doing my undergrad. Friend of mine was working in a book store in Pasek, New Jersey. And D.D. wrote, of course, the green book, you know, Chiropractic Adjuster. And there's a second book that D.D. wrote. It's a little red book. And his wife put it together after he passed away. And I have a copy of that book. And it's so cool. So it really belongs in a museum. I don't know what to do with it, but it belongs in a museum. So it's just really cool. And every day I get excited about chiropractic. And every day I tell the story hundreds of times a day.

JAMES CHESTER (HOST):  You know, there's a guy, I think he's out from where you are, Joe Borrio. Yeah, he, 10 years ago, I went to my first major chiropractic seminar. Yeah. And it was mile high out in Westminster, Colorado, just north, just north of Denver. And I heard him like probably he said it a hundred times during his talk. Probably I'm exaggerating, but he was just saying chiropractors need to continue to tell the story. Yes. And they need to keep telling the story and keep telling the story and keep telling the story. And just when he thought you told enough people, you got to tell one more person and then another person. And I think that that's really probably how most people grew practices and can continuously grow practice. But I want to go down that journey with you is for practices now, how did you go about doing marketing and how did you choose to say this worked? And I'm going to stick with that.

JOE ESPOSITO DC (GUEST): I did everything. If it was a marketing technique that was legal, I did it. We never did anything illegal. I did mall screenings. I did lectures. I did dinners. I did luncheon learns. I went out to attorneys. I said, I have to eat lunch anyway. I'm going to have lunch with two attorneys a week. I met all the doctors in my area. And I remember going to seminars and hearing that people were seeing 50 patients a day, a hundred patients a day, 150 patients a day. And I said, I got to do that. And I worked, you know, I didn't like working a five day work week. So I worked a seven day work week instead. And so I told the story and I did touch and tell it. Every time I just somebody to this day, this nerve goes to heart and lungs. Who do you know who has heart and lung problems that would benefit from chiropractic care? This nerve goes to your colon, sex organs and bladder. Who do you know is colon, sex organs and bladder problems? Taking the pain away, they know about chiropractic and pain. They don't know about chiropractic and organ function. And I still can't stop myself. When I adjust people, if I adjust to somebody I'm dating, if I adjust a friend of mine, I can't stop myself from saying that's the nerve you're pancreas. I'm like, well, it's somebody, it's my father or whatever, my sister, I get that, but I can't stop myself from telling the story over and over and over again. And so you name it, I did it. Now I'm going to tell you this, most of what I did failed miserably. Many, many times when I first got out of school, I'd put out my blue polyester seers, three piece suit and I'd take this beat up old briefcase and I'd walk into a health food store and I'd book this lecture weeks in advance and put flyers everywhere and posters up and I'd show up and I'd stand there and nobody would show up. And the thing that I did was I packed up my bag and I said, when's my next lecture? Never think that you did something and it didn't work. Remember what BJ said? Never know how far reaching. And it worked. And to this day, I've been in the same practice, 38 years. The same building, same offices. And people come in and say, I heard you lecture 25 years ago at some multi-level marketing convention. I heard you lecture in a school. I have kids come in, bring their kids in and said, you spoke at my high school. So that's how I got my tea. I spoke at high schools. And I thought, this is so amazing. You never know how far reaching it's going to be. And the marketing I did 20 and 30 years ago is still paying off today. But don't think what you did didn't work because it did.

JAMES CHESTER (HOST):  You know, I think that you have to go and touch your community. You know, do the speaking engagements. And I didn't tell you this, but I just went to Grand Rapids this past month and I did two events up there. One was a home show and one was a woman's expo. The numbers were pretty darn good. But I think that chiropractors have to go out there and do those types of events. It'd be hard for us to get me into a mall, tell you. But if there's like a festival or a fair, I'll go do those because those are the people that are looking for something new. They're looking for a new paradigm. They've moved to a new community. There's been a lot of shuffle up and deal over the past three years. People are displaced. They're all in new communities. They're all looking for providers. Sometimes you have to get out of your own way and go find them. And I think that's important. And you know, you do a radio show. I do a podcast. I'd recommend every chiropractor under the sun to start their own podcast and to start interviewing people in their local community, the people in your BNI chapter, the people that have the highest Google ratings in your community. Like go into your research, but I think that people should all have a show. And here I live in Grand Junction, Colorado. If there's a chiropractor out there listening, start Grand Junction Spotlight and do some interviews and become the next person that they're going to refer their friends and family to because you interviewed them about their business and now you build a community. And I think that that's what I wanted to talk to you a lot about really is building a community and has the show that you've been running on the radio over the past 13 years helped you build a community.

JOE ESPOSITO DC (GUEST): It changed the community everywhere I go. Now we're on number one talk radio station to Country here in Atlanta. So I reach and I'm guest on other shows every week. I'm a guest on somebody's show here in the Atlanta area. So I'm guessing I reach a hundred, hundred fifty thousand people a week. I mean how crazy. That's the biggest lay lecture ever given. And we said if BJ was here he'd slap me on the back and say good job man. So everywhere I go I went to visit a medical doctor today just before this. He's a medical doctor, he's a solo practitioner. He's very frustrated with the way things work in healthcare. And I sat and talked. I walked in and the secretary looked up at me and nice pretty young girl and she looked at me and her eyes lit up. She goes you're Dr. Joe. And I said yeah she goes oh my god. She goes my husband is your biggest fan. She goes he talks about you like you two dating. He just thinks you're the greatest guy in the world. How powerful is that? When a patient comes in with neck pain, back pain, shoulder pain, digestive issues, nutritional issues, what are you going to send them to? So the radio show was a lot of work. I research every day because I got to make sure that I am on cutting edge and I got to make sure my facts are right. And it's amazing everywhere I go. People are just like you're Dr. Joe, you're Dr. Joe. Thank you. Every day I get emails, five, ten emails a day. Thank you for what you do. You changed my life. I lost weight. I felt great. I referred my sister to a chiropractor in Los Angeles and she got her neck pain gone. So it's changing the world globally.

JAMES CHESTER (HOST):  You've made a Chiro hustle. Sit back and learn from the greatest influencers in the profession. In the world's number one chiropractic podcast. This episode is sponsored by Imaging Services, Chiro Health USA, Chiro Moguls, Pure Chiro Notes, Titronics, Sherman College of Chiropractic, New Patients in a Box, The Influencer Authority Podcast Training, Mango Voice, Life Chiropractic College West, and M-Sculpt. Let's Hustle!

JOE ESPOSITO DC (GUEST): Was it the impact that we're having in so close? I just love doing it.

JAMES CHESTER (HOST):  Yeah, you know, once again, you're like in my zone of genius. I love what you do. And I think BJ Palmer said it too. I love you because you love the things I love. And if you ever go tour the Palmer mansion, that's on a little macrame made thing on the wall as you're going up the stairs. And yeah, that's definitely inspirational to know how many people we can reach. And the quote is, you never know how far reaching something you say or do today will have an impact on millions of lives tomorrow. And I think you have to drive it home. That's why I open up with philosophy on our show. That's why I open up with, you know, in intelligence and universal intelligence and the sacred trust and subluxation because even if people only listened to the first two minutes of our show and they just kicked after that, they would get their teeth sunk into chiropractic. And they'd be like, immediately curious and raising eyebrows to thinking, what is that? And I think that that's a really that's marketing to me. If I can create something that thing people will listen to and it creates curiosity and action. Now we move people to understand a deeper layer of chiropractic. And I think that what you're doing is tremendous hundreds of thousands of people go to chance to hear about chiropractic globally now. And I just gave a talk out at the Palmetto State Association out in South Carolina. And I put a slide up and I go, you guys know who that is? And it was BJ Palmer. I was like, if that guy was alive today, I'd probably hire him. I'm kidding. He'd have probably hired me.

JOE ESPOSITO DC (GUEST): I've always said, there's one person in two people in the world I'd like to have lunch with will be BJ and DD. And you know, when I first went to college, he talked about a philosophy class as a philosophy. What does that mean? And you know, I was there when it was small college and sitting new everybody by name and he kept dropping the keys and dropping the keys and I think, why is he dropping the keys? I don't understand it. Now I got it. We had three hours of Sid lecture every week. They locked the doors. You couldn't go pee. And I thought this is insane. This man is a nut. Now I appreciate that he brainwashed me in such a good way. And I do appreciate that.

JAMES CHESTER (HOST):  Well, I think there's something to be said about consistency with your messaging and intensity. And I think that sometimes that's not appreciated when somebody's like living that moment because it's hard to stay focused on somebody that's intense. It's hard to focus when especially today, we don't have the same attention spans. That is true. But I mean, still today, I'll go do that screening. Okay. I just did one last week and I got home last night from it. And there was a guy that was there and you were talking about touch until I don't touch people. I don't have to schedule them. But the guy fills out his form. And he tells me he's having low back pain. I go his girls there with him. I don't know if they're married, but she was there with him. And I said, so low back pain. Do you know where those nerves are going to? Yeah. And I go, they're going right there. And he, his eyebrows raised and her eyebrows raised. And I go, and the good news is, I think we can help you. Next is we get you into the office. But the transition from not knowing to now understanding became quite clear to this guy. And I think that it's important to tell that story because if you don't go out there and do that, now this guy might not be able to have a family. You know, now because of this, we've corrected his low back pain, which corrects his nerve impulse that are going to his reproductive organs. And now the guy might have a better quality of life. And you know, I.

JOE ESPOSITO DC (GUEST): Yeah, people come in all the time and they have, they come in for the back pain and then they say, Oh, by the way, I do have erectile dysfunction. Oh, by the way, I do have heavy periods. Oh, by the way, I do have terrible gas. I do have hemorrhoids. And I say, now it makes sense. And they do exactly what you just did. Your head starts nodding. As soon as their head starts nodding, they got it. Okay. They got the concept and you can move on. You don't have to oversell them. Okay. I've got urinary issues and that's the nerve to my bladder, fix that nerve. Yeah. Otherwise, they just would just back, we just aspirin, we just expensive aspirin. And you know, we give them a couple of adjustments. They talk to feel better. And I tell them, listen, do what I say for 60 days, make the commitment for 60 days at the end of 60 days, let's reevaluate and see what we did. And let's see if we need further care or not. I give them a timeline. It's not this isn't forever, but it is forever. They don't know that. And they know it's 60 days. And I do nutrition evaluations on every one of my patients as well because I want to be outstanding. I want to be different than every other healthcare provider out there. And we talk about digestive system, nerve control digestive system. How many people have acid reflux, heartburn, burping, gas, bloating, diarrhea, constipation, all hands go up? Oh, I didn't know chiropractic can help digestion. I didn't know chiropractic can help reproduction. I didn't know how chiropractic can help asthma. I said, well, I can't promise you anything, but I can tell you after 38 years, we've seen some amazing results in cases like yours. We've given them something no one's ever given them and that's hope.

JAMES CHESTER (HOST):  You know, there's a whole presidency that was one on the word hope. And you know, I think that there's a lot to be said about what chiropractic does. And I really appreciate you communicating with us from that lens. I am curious though, having four offices. How do you help your team stay committed? How do you keep the people that are out there serving your practices? I guess on fire for the principle of chiropractic.

JOE ESPOSITO DC (GUEST): My rule is this. When I hire people, I said, I have to meet with you at once a week at least. If it's a secretary, if it's a records person, if it's my insurance bill or if it's my doctors, we have to meet at least once a week, one on one. We don't have to talk about serious stuff. You can tell me about your dog. You can tell me about the date you had. You can tell me about whatever your garden. But there's nothing more important than that connection. And you can't do it over Zoom. You can't do it on a meeting. You have to do it one on one. And so I meet with my staff on a regular basis and I discuss with them and I go over the protocol, I go over the scripting and I go over and over and over and then I go over again.

JAMES CHESTER (HOST):  That's really great advice. I'm just going to share a little bit of idea of people that might be interested too. This is just a different layer. It's not so much about keeping in touch with the staff, but it's about relationships. Like you said, you go out to lunch with attorneys. I think that chiropractors should go out to lunch with area chiropractors in their community. I think they should find other people to build network with and to build a stronger chiropractic local community. And then you're talking about doing nutrition testing on people. I think it's important to find the three T's with someone. Thoughts, traumas and toxins. And if you're following the real trying of health, you're following old school principles of chiropractic, you have to look to all aspects of the subluxation, physical, chemical and emotional. You have to start looking to the full body of the patient. And I think it's really important. And that takes me to like building a different layer of community. I would recommend to all people out there listening to our show go out and build a relationship with the local urgent cares. It's because they don't want any patients.

JOE ESPOSITO DC (GUEST): No, we'll take them and then turn them into chiropractic patients.

JAMES CHESTER (HOST):  Yeah. And they're looking for more of a palliative style of a furl and they don't want to give more pills and potions and lotions. They want to see the people that come in under crisis care not have to go the long road of being sick and constantly being managed. They want to see these people go back to a better quality of life. So build a relationship with those groups too. And the other group, I know this is probably not the most popular group out there they might be to. I don't know. The joint. I don't give them plugs or anything, but go build a relationship with the local joints and become their referral source because they get cases all the time that they don't want it. They don't do x-rays. So if you have x-ray units in your office, say, Hey, any hot disks that come in any motor vehicle stuff comes in here. Let's go have lunch. Let's figure out how to make this work. But I want to become your downstream referral source for these cases. And it also builds the community stronger and just say that somebody comes in and they're like, I can't afford your care anymore. It's really important to not lose people to not being under principled chiropractic care. And you have to have a referral source for people too. And I think that it's important to have that local community built, whether it's a sports chiropractor, whether it's a pregnancy chiropractor, whether it's an animal adjuster. There's types of chiropractic all across the board. And I think when you have a stronger rolodex and you build your local BNI chapter through your podcast, through going out, taking people to lunch, now you know how to sustainably build a local business.

JOE ESPOSITO DC (GUEST): Yes, and it never ends. It's been basically 24 hours a day. It never ends. Everyone who wouldn't benefit from chiropractic care. No one. So people say, who's your demographic? If you're above ground, you're a demographic for us. And consider that. And don't worry about the people that don't hear the message. They'll hear it eventually. You have to worry about the people that do hear the message.

JAMES CHESTER (HOST):  Chiropractic just gets people better faster, whether the practitioner likes to say that we heal symptoms or whatever. If somebody has periodontal disease, it's better with chiropractic.

JOE ESPOSITO DC (GUEST): Everything. And I said, how many adjustments do you want in a lifetime? Well, I want as many as I need. Well, that's how many your patients need to. They need to meet as many adjustments as they need. There is no insurance company says, 20, 20, 20 visits limit. No, that's the insurance company saying it. That's not what you need. So yeah, I don't think everyone I look at, I think, okay, that's a potential person who needs chiropractic care because everyone does.

JAMES CHESTER (HOST):  So I know you touched on this a little bit, but you said some of your heroes are DD and BJ. Yes. So I would sit down and ask each one of them one question, what would you ask them?

JOE ESPOSITO DC (GUEST): I would talk to DD and I would say, where did this all come from? I mean, I understand the nerve and the concept of tone and everything like that. And I've read the books and I was around. I studied with D.J.R.A. and Thompson. If you're still a young, we'd sit and have lunch together. I didn't know what these guys were. I was an 18 year old kid. I didn't know they were the legends in chiropractic. Sid Williams, I mean, I had no idea what I was surrounded by at the time and what was happening. So I would talk to the DD and say, okay, this is what a concept. What made you think of this? And I would ask them to, why didn't you want to share it? Because the story goes that he didn't want to share it. He wanted to keep it as a business. And then BJ, of course, wanted to make it a spread it to the world. And BJ died a couple of days after I was born, so I was wondered during Carnegie. I would sit down with BJ and say, you did such an amazing job spreading the word. What advice would you give me to spread the word for how can I pick up what you left off? That's what I would ask him.

JAMES CHESTER (HOST):  Yeah, I think that that's going to spark a lot of interest for listeners. And I really think that it hits home for a lot of people because I tell the story quite eloquently when people ask me to give them chiropractic history how it started. Or if somebody asks me about the professional chiropractic, I think there's always a road that goes back to DD or BJ. And I always tell people at DD Palmer's magnetic killer. And he found a way that the nerve transmission in a human's body was less than if there was a misalignment in the spine. And that it was greater than if that spine was corrected from that malposition. And he found that the nerve impulse and nerve organs function better when they went to the organ tissue and the cells in the glands. So if people had any condition, you start correcting these subluxations, these misalignments and the body starts regulating properly again because the signals turn back on and their body just has this innate way of healing. And then I tell people if you cut your finger, do you have to tell it to heal? No, it heals naturally because that's what your body's intended to do. And I say that's the same thing that happens in your spine when that's out of alignment. And it gets put back into alignment. It just heals naturally. And it's pretty cool.

JOE ESPOSITO DC (GUEST): And it works with all other therapies. If somebody's having chemotherapy, if somebody had surgery, if somebody is deaf, you know, I mean, for adjustment, of course, was on a deaf man. So it's an adjunct to everything. There's nobody who wouldn't benefit from what we have. There's a lot of people who wouldn't benefit from taking medication or having surgery. If you need drugs and surgery, absolutely. We have this technology, but who wouldn't benefit from adding chiropractic to it? And in most cases, people don't need further therapies. We should be the portal of entry. I don't know why the insurance companies and everybody else hasn't figured out that we should be the portal of entry and then go from there. We could escalate care from there. But if we're the portal of entry, there's not going to be a whole lot of escalation anymore.

JAMES CHESTER (HOST):  Well, we'll just keep our intentions strong with the chiropractic message. And because of the confusion that we're having as to why they don't see it that way, I believe that we're getting closer and closer to them saying, Hmm, why don't we go a direction of actually keeping people healthy long term? Sure. Rather than drug patching people and drug carrying people, Les Brown said it best. He's been on our show and he's like, the reason I love chiropractic is because it doesn't cut it out. It doesn't burn out and it doesn't drug it out.

JOE ESPOSITO DC (GUEST): Yep. It's so true. And you got to tell people who you are, where you are and what you do. And that's you people say, well, how do I introduce chiropractic? Who you are, where you are, what you do? Who you are, where you are, and what you do? Do it over and over and over again. And the word and as we reach that critical mass, it's going to become a lot easier for all of us.

JAMES CHESTER (HOST):  Well, I've really loved the conversation today, Dr. Joe. I am curious. I want to go lightning round two quick questions with you. Tell us a miracle story. Tell me something that you've seen over the course of your career.

JOE ESPOSITO DC (GUEST): First one comes to mind, Mary, many, many years ago, 20, 30 years ago, she came up back paying, she couldn't get pregnant. She told me that after she came in. I said, well, this is the nerve to reproductive organs. I said, so don't be surprised if there's some cool things that happen. So she comes in a couple of weeks later. Her husband did not want to come into a chiropractor. They're spending all this money on a vitro fertilization. He didn't care. Her back hurt had nothing to do with pregnancy. He didn't want to spend any more money. She comes in, she's sitting on a table one day and she's glowing. And I said, you look like a woman who's pregnant. She goes, how did you know? I just left the doctor's office. And I guessed. So a couple of days later, she comes in and she's the crochet and knit and she crocheted a sweatshirt. I said, Dr. Joe got me pregnant. And I said, that was just the crazed. I just loved it. And she wore it every day of her pregnancy. But that's one of the, I mean, we don't have enough time to go. We live all the miracles. But it's just that's one that I just thought was so funny. So that's Mary.

JAMES CHESTER (HOST):  That's cool. You know, I worked in a clinic for six years for people that watch our show. They know that I worked in a chiropractic biophysics office as a traction tech. But one day there was a lady that came in. And the reason I have to say this is because she was pregnant. She was like days from like having baby. And she comes in from a referral recommendation from one of her girlfriends. And she comes in and her baby's breach. And Dr. Mike was trained websters. So he turns this baby like from the belly. And one night we're out at, you know, we're just out out on the town and I start talking to this couple. And I was like, this is my friend. I work with him. He's the chiropractor I was telling you about. And I go, and I saw the most amazing thing today. I saw him turn a baby. And like that's when the lights went off for me is that chiropractic was much more than the adjustment. And understanding that you can help people with not only their pain, but the course of life, the miracle of life. And that's the really the most beautiful part about chiropractic is it's the thing that people never came for that gets improved.

JOE ESPOSITO DC (GUEST): Yep. That's the best part of it.

JAMES CHESTER (HOST):  And last question for you. If you're a last chiropractor on earth, does the profession survive?

JOE ESPOSITO DC (GUEST): Oh, better than ever. Absolutely. No, there's no question about that. I would bring in other doctors and start teaching them and I would spread the word and I do exactly what I'm doing right now. And I mean, it's growing because of what we're doing now. And there's no reason why we wouldn't just pick it back up where it left off.

JAMES CHESTER (HOST):  Awesome. And if people want to connect with you or learn more about you, where can we send them

JOE ESPOSITO DC (GUEST): to you? Website is real simple., We post every day on social media. Follow us on social media at Doctorjoesposito, all one word, at Doctorjoesposito. And if you want to reach me, send me an email through the website,

JAMES CHESTER (HOST):  Well, that was great. I appreciate you being our guest today. You were episode 502. Is there anything I didn't ask you that you would like to share with our audience before we call out?

JOE ESPOSITO DC (GUEST): Help me up questions, folks. Let me know. I share a driveway with Life University. I mean, I built my practice. I packed a bag. I walked a few feet built a practice. I've been here ever since. I literally shared a driveway with Life University. So when you talk about competition, there is no competition. Okay? I've never taken a student, a patient from Life University, and Life University has never taken a patient from me. So we can be this close, literally this close, and still there's plenty of patients to go around.

JAMES CHESTER (HOST):  I love that message. Sometimes I have to write faster than you talk. All right. So with that being said, I appreciate you being out with us today. And I'm going to close out by telling everyone you're just one story way. Keep hustling. I'll see you guys on the next episode. Thanks, guys. Thank you.  Thanks for listening to Chiro Hustle. Don't forget to subscribe and check back next week to continue hustling.


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