Zarak is a graduate of the Barcelona College of Chiropractic. He currently practices in the Netherlands as an associate chiropractor and has a podcast called ‘Real Chiropractic Dynamics’.

His origins are unknown, but it is believed he was formed in a lab by a team of scientists seeking to make the strongest chiropractor ever to exist, much like Captain America. He also tends to exaggerate when writing bio’s about himself.

TRANSCRIPT

JAMES CHESTER (HOST):  You made it to 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 give us a 5-star rating on iTunes to continue hustling.

This episode is brought to you by…

ChiroHD – More than an EHR; Practice Management, Simplified.

EVO Creative Media – A boutique, high quality video content co-op.

The Chiro Hustle Podcast is sponsored by ChiroHD, EVO Creative Media, 100% Chiropractic, Chiro Health USA, Imaging Services, Chiro Moguls, New Patients in a Box, PureChiroNotes, Titronics, Sherman College of Chiropractic, Life Chiropractic College West, Pro Hockey Chiropractic Society, Pro Baseball Chiropractic Society, and the IFCO.

Now, if you're looking to increase contributions toward preserving The Sacred Trust within the Chiropractic Subluxation model; in a way that honors our Innate and Universal Intelligence but lack the time and energy to launch a new initiative? Then, check out our Patreon page and choose the option that best fits your ability and desire to invest toward The Big Idea in support and restoration of freedoms to speech, medical and family health.

Now let’s hustle!

LUKE MILLETT (PRODUCER):  Hey guys, welcome to episode 596 of the Chiro Hustle Podcasts. 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. Zarak Bartley. If you want to hear about marketing and how to lead people to results and stories, stay tuned for the full episode. Welcome back. This is another episode of the Chiro Hustle Podcast. I have Zarak Bartley here coming in from Denhag over in the Netherlands, top Chiro.

JAMES CHESTER (HOST):  I'm really excited for the show today. We're going to talk about marketing. We're going to talk about protecting the sacred trust and intelligence, universal intelligence, freedom of speech, medical freedom, family health, freedom, all the things that really matter to us as a society that some of us don't know how to have conversations on. BJ Palmer's Sacred Trust really matters. If you guys don't know what that means, go and find it. Look for BJ Palmer's last word. Stop the interview right now and go and search for BJ Palmer's Sacred Trust. You're going to learn more about Chiro practice than you previously did. We support a subluxation based Chiro practical over here at Chiro Hustle, and we believe in innate intelligence and universal intelligence. We believe that when man or woman, the physical gets adjusted, it connects them to man or woman in the spiritual. I know it's a lot of stuff, but I said that faster than I've ever said before. Welcome to the show, Dr. Bartley.

DR ZARAK BERTLEY DC (GUEST):  Thank you. Thank you for having me. You invited me on whenever I just graduated. It was a couple of years ago now, and I just graduated. But at that time, I was basically practicing out of my house and just fighting to survive. I was in survival mode. I was like, yeah, no, it's not the time to be going on podcast. So I took a bit of a break from them for a while. So it was nice now to be like, okay, now's the time. I've got a message that I'd like to share and appreciate you having me on.

JAMES CHESTER (HOST):  Yeah, I think we're going to be able to accomplish a lot today. You actually had your own show. Real care project dynamics is what you call it, right?

DR ZARAK BERTLEY DC (GUEST):  Yeah, real care project dynamics was my podcast whenever I was a student, and I had every intention of continuing. But as I say, there was a while there where I was just in survival mode and passport problems and contract problems. And I was just sort of stuck between a rock and a hard place. So the podcast took a bit of a backseat. So one day I'll get back into it. I hope so. I really enjoyed it. But yeah, this is like my podcast comeback today.

JAMES CHESTER (HOST):  Well, you are episode 400 or 596 of the show. So I'm excited to have you on for this episode today. We had a chance to have a brief conversation off camera today. And I was like, so tell me your story. How did you decide chiropractic was right for you? And I think your story about your mother's brilliant. And I think a lot of people can learn from that if you share with that, started out with that and how you saw her improving from the pill mill that she was in and how people are prescribing to her. And the next thing you know, chiropractic, voila.

DR ZARAK BERTLEY DC (GUEST):  Yeah, well, basically, I mean, I've spoken about it on other shows, but the concise version of the story is that my mother was having migraines because she works as a paramedic. And she'd heard something pop in her neck and then was having these terrible blackout migraines. And of course, she went down the allopathic approach and it was just, Ibuprofen, amitriptyline and just muscle relaxants. And she just wasn't having a good time with it. And luckily, a chiropractor managed to talk to my dad and say, oh, you know, bring your wife in. So as a grumpy teenager, I went there and saw this thing and it looked bizarre to me. And I thought, what the hell's going on there? And yeah, my mom got better and didn't have the migraines and was able to get off the medication as my maintenance chiropractic client. And that's what planted the seed for me outside about 16 17. And then I didn't get my first correction until I was 19. And from that moment, I was like, yeah, this is what I want to do. This makes complete sense to me.

JAMES CHESTER (HOST):  Yeah, we're kind of chatting offline too. And we're like, how is this? You know, I asked, I worked in the clinic for six years. And I'm like, how do we need to like teach chiropractors how to communicate? Like, why is that a thing? Like, haven't they like gone through seven years of school to like communicate and learn and we're still having to teach chiropractors how to communicate to the public? Like if people just knew it that easy, it'd be so easy to communicate, right?

DR ZARAK BERTLEY DC (GUEST):  Well, lots of things, like any kind of communication that you're wanting to do, you have to think about what it is that you're trying to communicate. But then you also have to think about the consumption. And this isn't just chiropractic. Like chiropractic, a microcosm for what's actually happening. Even if you take something like Hollywood, like it used to be that you would go to the cinema and that media was portrayed to you through the cinema. But now you're seeing these movies just go like straight to streaming services and you're going to get it on Disney Plus as opposed to going to the cinema to see it. So the landscape is changing. And then how we consume the content is changing. I think there's a there's the landscape changing with how content is made and how it's consumed. But also, we're in a strange time where the landscape is changing with the public's perception of health. And you're seeing that change in the landscape and there's people that are becoming very disenfranchised with the allopathic approach to health. So there's a lot changing. And that's what I want to talk about because it's how chiropractic is represented on social media and how that content is perceived, how it is consumed. And yeah, what I would do to change that really?

JAMES CHESTER (HOST):  Well, I'll just tell you straight off, like people. They're here. They're on their device. And whether we like it or not, it's a part of where we're at in our global culture at the moment. And I'm sure you see in the Netherlands; I see here in Colorado. You know, I travel all over the United States. I see it everywhere. Like we're consumed on this thing. So we have to learn how to get our message in front of the people, right?

DR ZARAK BERTLEY DC (GUEST):  Yes. And I've had it where you go down the rabbit hole and you're like, OK, we're all spending too much time on the phones. I spend too much time on the phone. I've got scoliosis. You can fall down a scrolling rabbit hole. You just scroll and scroll and then you've got scoliosis. But you can complain about that. Everyone spending too much time on the phone. The attention span is changing. It used to be that if you had a message, you could put a 10-minute-long video on YouTube, you know, 10 years ago, you could just talk to the camera. And if you had a good message, people would respond. No, you've got people that have a good message. Like chiropractors, for example, but they don't know how the landscape has changed, and people are consuming that differently. So when I'm on the train home, if I'm on the train and you see 10 people all looking at the phones, you know, look around you when you're on public transport, they're all just staring down at the phone. And you complain about that, or you can say, oh, well, they're all looking at the phone. So how do we get them? How do we get our message on the phones with them?

JAMES CHESTER (HOST):  Yeah, you know, for me, even I knew that audio was a trend. When we started our podcast six and a half years ago, I knew that people were going to start consuming more spoken word because it's a passive way for people to interact. And I knew that people were already like the tech snack was already a thing. 15 years ago, we were calling it tech snack. Like people were coming into our clinic. I'm like, in other case, a tech snack, how old is the kid?

DR ZARAK BERTLEY DC (GUEST):  Yeah.

JAMES CHESTER (HOST):  You know, and we started seeing the spinal degeneration spinal decay like de-evolutionize like our culture was de-evolutionized. Like we were going back. Like we were like seeing x-rays of kids 14, 12 years old, which the generation of their cervical curve. And I'm like, how is this a thing? And we were calling it techs next. So yeah, right. 2023, about to be 24, people are still probably more now than ever. They're charged up by this device.

DR ZARAK BERTLEY DC (GUEST):  They have tec necks. They have scoliosis. They're looking at the phone. Within the arena of chiropractic. What is it that they're looking at on the phone? And you can look up. This isn't from me. I didn't come up with this. I'm stealing it from Johnny Collar at the chiropractic. Why he's a good mentor of mine. You've probably had him on this podcast. And he's suggested before in the past to his coaching clients, he's like, just go on Instagram and just look up hashtag first adjustment. And look at the garbage. And you'll look at this and you're like, OK, there's a chiropractor here that's been to school. Supposedly should understand the philosophy. And I don't know what asinine confluence of thought would lead to you looking at that video and thinking, yeah, I'm going to upload that. Yeah, I'll upload that. That's going to help people. That's going to help build my practice and help the profession. What are you doing? And Instagrams flooded with it. What are we looking at? We were taught the general consensus whenever I was in chiropractic school, the general consensus amongst my peers, amongst my classmates is the filming adjustments. Whether it's that you're doing a great correction or whatever. It's just random cracking, you know, we're making cracking videos. And you put that online that that is for your own ego and that that is what is cheapening the profession. So then I thought as a student, OK, we don't want to advertise the crack. We don't want to just be uploading videos, cracking people. But there has to be some sort of context. There has to you're showing why you're doing what you're doing. You're showing the results of what you're doing. And OK, maybe it's not as engaging or it's not going to go viral as easy. But there would still be ways to do it that you could really educate people about what it is that we do and how do we get the results that we do?

JAMES CHESTER (HOST):  Well, two points. First point, if people were not supporters of chiropractic, they could watch that and get a different objective viewpoint on chiropractic that might not be favorable. Number two, like you said, it might be somebody's out there doing this for their ego gain and for likes and views and comments. And I think that social media has taught us that we have to be marketers. Like everybody has to be a marketer. My follow up with you to that was, where do we lead them to? Like, do we lead them to 33 principles? Do we lead them to the big idea? Do we lead them to a green book? Where do we lead people to?

DR ZARAK BERTLEY DC (GUEST):  You lead. No, no, no, you lead them to results because even as you lead them to results and you lead them to stories. So the problem that we have within the profession is a lot of people that are trying to fight to get that to get that acceptance or try and get that validation is the common thing that you'll hear is, excuse me, oh, we need more research. We need more research. Now, there are people in the profession that are doing research and I'm I don't I don't disrespect them at all. I think it's great. I think we need some people that are doing research, but I don't think that's the way that we're going to achieve what we need to achieve. Because yes, I'm so glad that the research exists and that there's people doing it. But let me ask you a question. Who's reading it? Do you read it? I read some of it. Last time I read research was maybe a year ago when I was trying to make something for a reel and I wanted to check it and just make sure I was backing up what I was saying with something, but I don't I don't read all of it. You think the medical people are reading it? Do they read your chiropractic research? I don't think they do. They don't care. And the mother with two children that's trying to make the health decision for her children doesn't care about your research. So instead of using the research to sort of chase this acceptance in your running after it, what if we created content, even though I hate that word, because it just sounds like consumers. So consuming, I'm consuming content, but you're creating stories and you're showing the client journey and you're showing, oh, this is this is what happened. OK, we maybe don't have a randomized control double-blinded placebo trial, but here's 15 people that had this problem and this is what they encountered along the journey, and you could do that too. We are wired. We are evolved to be attracted to stories. We appreciate stories. We're not wired to be like, what's the random health control to the table trial on this? People are attracted to stories. How are we telling stories online? I don't think you need to I think 30 free principles is great, but I don't think the mother with two children cares about that. She cares like, oh, little does that and you're saying that chiropractic can help them with his asthma? That's a cool story. That's something I can get on board with.

JAMES CHESTER (HOST):  Mom gets lost in philosophy. Mom gets attracted to no more earrings. Mom gets attracted to colicky babies, not crying and they can sleep. You know, moms get excited by that stuff. I agree. But so there's two things that like draw out for me. One first thing is the have you seen the like medical doctor chiropractor? They go to this much schooling, this many years in chiropractic school.

DR ZARAK BERTLEY DC (GUEST):  Who cares? Can you help me? They don't care. Look how much schooling I have. I've done radiology, neurology, pathophysiology, all the ologies. Who cares? I have a child here that needs help and someone told me that maybe you could help. And there's two if you look online, which is you know, I started researching this because when I came to I practice in the Netherlands as an associate for top car. And when I came to when I came to this country, I had the idea in my head. I was like, OK, if we could make reels that are not cheap cracking videos, but actually explaining chiropractic and the results that it gets, then I can just start putting out reels and then everybody's going to see it and people are going to flock to the practice and it's going to be great and I'm going to be able to tell my boss we can turn off the ads. We don't need to advertise anymore because everyone's just going to see my reels and pile on it. Well, that didn't really work out. It doesn't work like that. It's a bit more complicated than that. But the lessons that I learned along the way, you know, I did a couple of courses where I was like, OK, how do people market on Instagram? How do you make reels that are engaging? I hired a consultant that basically used to work for the pharmaceutical industry and did sales like for big pharma and I was asking her questions and I learned a lot of stuff and I was basically just doing it on my own. I am not a marketer. I'm not an expert on marketing. I'm not a social media expert. I'm I have an interesting idea and I'm a hobbyist. So I started engaging with it and some of the stuff that I learned that chiropractors just aren't thinking about us like that's fascinating. Like, I mean, your audience will understand some of this on an intellectual level. I'm sure because we've studied neurology and we've studied the body, but you've maybe not actually thought about how it integrates into social media. So the big thing that I learned was about the dopamine. So in order for a real to be successful, there needs to be a constant spike of dopamine. So in the first five seconds of the real, if you're not engaging, they've already scrolled on the party. And you'll do this yourself, monitor yourself while you're scrolling. The next time you scroll and you skip to the next video, ask, why did I not finish that video? Was it not engaging enough? So they'll do all these little tricks to try and keep your brain on the dopamine. So they use of jump cuts so that there's no gap in between the words. If I say a sentence and then I say another sentence, you would stop at the end of the first one and start at the end and you would cut that bit out so that it's just a constant, constant information. Then they'll add sound effects and emojis so that while I'm explaining something, it's going. This is all for dopamine. Other things that they were telling me to do is like whenever I started, I had the same sort of couple of outfits and I would cycle through them. They were like, no, keep changing the outfits. Get different shirts, get different ties. One day we're a polo, one day we're a shirt with the braces, the suspender things. Because it's all about the dopamine, how to make an engaging hook at the start. So this is what a lot of the chiropractors online who aren't just posting cracking videos, they're trying to be informative, there are ones trying to do that, but they don't know this stuff. So instead of saying, hello, everybody, it's Dr. Zara can today we're going to talk about the atlas and its relationship with perhaps you're having migraines. No, no, for the first couple of seconds of the video, you say, here's how the first bone in the neck is causing you to have migraines. And then you go into the information. So I was learning this stuff and again, I was a hobbyist. I was just doing it myself. I was doing the editing myself, writing the script myself. And yeah, OK, I'm not an expert at it. It's not it's a bit rough at the edges. But slowly I started to see the result. I started to see people coming through that have basically they talk about binge ability. So it's like when someone goes under your profile, how likely is it that they're going to binge watch all of your videos? Because when that happens, they come in. They already know that it's a plan. They already know that it's going to take time. They already know how I work and I've had people come in again. It's just a little trickle. That's why I'm talking about this because you'll see people coming in. They're like, yeah, I saw your videos. It really resonated with me. And I think that this can help me. And then when it comes to you explaining the plan and going for the close, they've already before they even contact you. Then they knew that we're going to buy it. There's no sales. Really, you're just this is what we need to do. This is how much it costs. And they're just like, OK, so there is potential. If we do it right, if we got the right team together to think, OK, how do we communicate it in the best way and then get even better quality editing? Because I'm not an editor. I'm a chiropractor. But if you had someone that just eat, sleep, some briefs, editing the way we eat, sleep and breathe chiropractic, you can make a really engaging video. And yes, it's going to cost more. But it's going to educate the people in your community more as well.

JAMES CHESTER (HOST):  Wow. Marketing does matter.

DR ZARAK BERTLEY DC (GUEST):  Oh. So there's two almost camps on Instagram. You've got the people that are just posting cheap. It's like the Coca-Cola chiropractor. It's just cracking and OK, James Chester gets someone in and gets cracks. So now I have to get louder cracks. And next week, he's got a model on there and she's wearing leggings and she's got a nice booty. So next week, I need to get even bigger cracks and an even bigger booty. And that's just a race to the bottom. So you can be an internet clown like that, like a Logan Paul or a Jake Paul. I would look at you just a client. You're just selling your soul to the devil, basically. Or you have other people that are producing content that might make you think or might bring you into their niche, like a Jordan Peterson or a Jaco Willink or a David Goggins or something like this. These are all just people that have a philosophy. They have an idea and they're sharing it. And maybe you didn't even consume their long form content. How many Jordan Peterson interviews have you watched in its entirety? You could probably count them on one hand, but you've seen them online. You've seen the clips. So if we could get the right clips to those people, I think you could have a more profound effect than doing a health talk, for example.

JAMES CHESTER (HOST):  Let me ask you a deeper level of question. You mentioned celebrity people. What happens if we get an opportunity to reconnect with say Joe Rogan? How do we make that? How do we make good on that opportunity?

DR ZARAK BERTLEY DC (GUEST):  OK, we're going to indulge a little bit in fantasy. But I want you to just indulge in a thought experiment with me. Just dream with me for a moment. OK. So if you had a chiropractor that can communicate well, has a good grasp on the philosophy. And you've got high, you can't just do it with an iPhone because these guys that you're competing with, that are the go to guy on eating liver or being on the carnivore diet or being on the vegan diet or running barefoot or doing ice baths. You know all the people that I'm talking about. Yeah. And I look at chiropractic and I'm like, there's nobody. There's nobody that's like the go to. If you want to learn about biohacking, you go to Dave Asprey. If you want to learn about chiropractic, there's nobody really that there's a few people that are kind of trying, but there's nobody that's really dominated it. The way that I would do that, and I'm not saying I'm the one that's going to do it, I'm just sharing an idea is that if you had someone who has a good grasp on the philosophy, good adjusting skills, good communication skills, and you got like high definition cameras, you got a team together and you filmed stuff and you had it all written out perfectly. And once you have it all written out that you have this idea that you want to share, there's other people in the profession that would be perfect to help with that. You've got people that are really good at the philosophy. They've got such a good grasp on the philosophy. Is this philosophically sound, please? And then you go to someone that's mastered communication. Look at someone like Brad Glowacki. I haven't been to Brad Glowacki seminar, I will at some point, but he's obviously a master at communicating the message of chiropractic to people. You go to someone like Brad Glowacki and you're like, this is what we're trying to say. And he says, no, no, don't say it that way. Say it this way. I would change this word to this. So then you spend money getting high production value clips. And then you start putting those out and you don't just put it out from one account. You send it to a bunch of different chiropractors and we just start putting. So now when you go on the algorithm and you type in first adjustment, it's not someone with a towel around their neck getting and they're making stupid noises and it's all hype and clickbait. You actually see good quality with graphics that are beautiful and the brain sends a signal down through the spinal cord and out through the nerves. And you make it very engaging for people. That person would then be the go to for chiropractic. That's when you would then start getting invited to events and podcasts and that's when you could actually start showing it to the public. Then if that worked, what you could do is let's say you had some sort of agency, you had like a studio that does it, you had people that help write the script, you have people that help make sure that it's philosophically signed. You have people that know the sales and they just know how to use their words to communicate things better and you have the system set up. Then you can say, OK, I have shown that this works because it's gone viral and it's now working for me. We can now show other chiropractors how to do the same in their community.

This episode is brought to you by…

ChiroHD – More than an EHR; Practice Management, Simplified.

EVO Creative Media – A boutique, high quality video content co-op.

The Chiro Hustle Podcast is sponsored by ChiroHD, EVO Creative Media, 100% Chiropractic, Chiro Health USA, Imaging Services, Chiro Moguls, New Patients in a Box, PureChiroNotes, Titronics, Sherman College of Chiropractic, Life Chiropractic College West, Pro Hockey Chiropractic Society, Pro Baseball Chiropractic Society, and the IFCO.

Now, if you're looking to increase contributions toward preserving The Sacred Trust within the Chiropractic Subluxation model; in a way that honors our Innate and Universal Intelligence but lack the time and energy to launch a new initiative? Then, check out our Patreon page and choose the option that best fits your ability and desire to invest toward The Big Idea in support and restoration of freedoms to speech, medical and family health.

Now let’s hustle!

DR ZARAK BERTLEY DC (GUEST):  In other words, we go ahead.

JAMES CHESTER (HOST):  I don't know. I'm following you on this whole journey. And I think creating a chiropractic dream team would be essential and bringing people together. You know, I was in a mastermind for a while. I still am, but we call ourselves the chiropractic Avengers. And I think it's interesting because I come from a different perspective of not being a chiropractor and I meet with guys in their 50s and 60s. And I talk to them about what we can do to make the profession better. And they love what we do. You know, and I'm like, well, you know, we do produce off of like a shoestring budget, you know, we have people that like support us and we support them. But I was like, imagine if we had a $10,000 marketing budget for Chiro and hustle every month, what we could actually accomplish. And I think that that's a part two is there are people out there, like you're saying, they're doing the work. Like I could imagine if I got a chance to sit in front of Joe Rogan. What the hell that guy would think about the things that share with him about this profession and how it can make an influence on his life and why I think he messed up by finding the wrong practitioner. And I think that if we got people that really believed like Keith Wassung, I said the archive practice and you put them in front of the right audiences, the message gets received differently. It's just different. Like I read Keith's stuff all the time, but I can't write like him. And I'd be hard pressed to think that he could do an interview like this.

DR ZARAK BERTLEY DC (GUEST):  Yeah, well, there's a great example. So Keith Wassung, he's doing the work and he's taking that information. Information, which I'm sure you and I would agree with. But the way that he shows it to people, I'm like, I don't know if that's going to get out to the most amount of people. Whereas if you had someone that can take that information and now you put it on every single phone, on every single train journey, on every single adolescent. Whoa, that's when that's it.

JAMES CHESTER (HOST):  And that's why this conversation really matters. Because the way to get to Joe, and I'm not trying to make the show about that, is to advertise with him. The AG Green, whatever the green that he advertises, superfooders, whoever's on his platform. Chiropractic should be advertising on that show.

DR ZARAK BERTLEY DC (GUEST):  I understand what you're saying, but I still think that you're trying to convince someone, it's the same as the research thing, like you're trying to convince. I just let's just document it and show which opens up another kind of worms because now I'm like, well, instead of me just saying how chiropractic works, what if I got my clients to say it on camera and share their story and that's another whole kind of worms. It's hard enough to get chiropractors. You know, you've got more power in this device to reach more people than every great chiropractor that came before you. You've got the power to reach more people than Clarence Gonstead, then Jim Sigafoose, then BJ. But you're afraid to talk to a camera and that's with people that actually have something to share, that's people that have a good grasp on what we're trying to achieve here. Whenever you bring that to a normal person, oh, my God, they put their pants. Like, would you be willing to talk on camera and show your story? I'll write a review, but I don't film it. I'm like, it's not this high pressure situation. I'm going to be sitting there beside you, guiding you through it. Oh, no, I can't do it. I can't do it. But I think the for the clients, they at least have an excuse because they are normal people with normal jobs and normalized. They're not usually used to talking in front of a camera. OK, I can understand that. But chiropractors like your message and the way that you can help people is much greater than your fear of talking to a camera. If you're afraid of talking to a camera, get over your fear of talking to a camera. And by the way, I'm not that confident on camera either hard to be confident on camera with this accent. Yeah. But if you record something and you don't like it, just simply don't upload it. You don't have to upload it. There's no pressure. I don't understand why they feel so much pressure talking to a camera. They'll talk in front of a group of 30 people, 50 people, 100 people. But they won't talk in front of a camera that you can just delete if you don't like it. I don't understand.

JAMES CHESTER (HOST):  So coming into coming into 24, what's going to be the most essential thing for chiropractic to get its message to more people?

DR ZARAK BERTLEY DC (GUEST):  Organizing the way that it's perceived on the fastest growing platforms, Instagram rewards you more for reals. You'll get more engagement on a real because they're competing with Tech Talk. Again, I'm not a marketing expert. I just know that Tech Talks rising. So then Instagram, we're like, we're going to include a real function so that we can compete with them. So you uploading a post, whether it's a nice car sell post or a picture or a testimonial, the algorithm is not going to really care about that. But if you have a very engaging video and you have a story and you're able to communicate in a good way, you'll get a lot more engagement. So we're in a really good time where the public's looking for the message that you want to deliver and the social media platforms are set up in such a way that all of their attention is on that platform.

JAMES CHESTER (HOST):  So what you're saying is we need to take production to the next level?

DR ZARAK BERTLEY DC (GUEST):  Yes, it's not enough. It's not enough for you to have your iPhone there. I come from a personal training background and I've seen as I've studied chiropractic, the personal training industry's content creation has gone up exponentially. So if you are a personal trainer and you want to share a message, it's not enough for you to just be there with an iPhone because you're competing with a personal trainer that has HD cameras, not an iPhone and has an editing team and it's given you the graphics and it's given you all a very engaging piece of it's almost an art form in itself. This whole thing is almost an art form in itself is getting people to stay the whole way for a real and engage with it and chiropractors between the clowns that are just uploading correction videos and the chiropractors that have good intentions, but they're really not very engaging at all. They have good quality information, but it's just filmed on an iPhone and it's a little bit boring and there's no jump cuts. I'm interested in it because I'm a chiropractor, but I'm watching it and I'm like, yeah, the mother of two kids is not going to just skipped five seconds into the video because this is not engaging. You do not understand marketing, not that I do. I just engaged in a little bit. But if you take those two camps, there's a bit in the middle of the van diagram where it's like, OK, we can be entertaining, yes, but also informative without selling our soul to the devil and posting a bunch of cracking videos. There was nobody doing it. Maybe someone listening to this is the person to do it. I'm trying, but I'm a chiropractor. I'm doing it all myself, but maybe there's someone out there with a bigger budget than I have and this might wake the market, but yeah, that's why we do

JAMES CHESTER (HOST):  carol hustle, you know, six and a half years ago. I said, what can I do to add more value to the profession? I said, well, I'll just keep on telling the stories through the voice of the chiropractors, which gives them a platform to at least find a targeted audience for 60,000 people a month. Listen to our show. And I'm like, maybe somebody out there is listening who will hear when these chiropractors stories or however long it takes, but the world needs more positive information on the profession coming from the practitioners also. So even though that this is long format for a real people are consuming podcast at record numbers and they're listening to spoken word because it's passive. So I believe that the that's like the fact that we want to be through multiple channels. It's going to be through Instagram things. I don't want to do that. I don't. I don't. I don't. I do not want to. It's not fun. It's not fun.

DR ZARAK BERTLEY DC (GUEST):  That's not fun, dude. It's really not. I've done it and it's it sucks. And that's why I was like, OK, you can do it on your own and it will be decent and you can go and look at my stuff where, yeah, I mean, it's OK. I put some effort into it, but I can't I can't maintain it at the sort of pace because I would just I wouldn't sleep. You need you need people that are experts at editing experts that shouldn't thing experts are getting the sales copy right, getting the hashtags right. I don't know how to do a lot, but we have people like Broadglow. I we have people like Matthew Luke. Imagine if you had those guys on your team, imagine if you could get them on a room together and they say we're going to we're going to change chiropractic consciousness in the in the public eye and we're going to do it through short form content, which then leads them into the practices where they can actually get the message. That's how you're going to change someone's mind. I don't think you're going to change someone's mind respectfully with a research article or a carousel post or going on Joe Rogan. You do that by showing them the results. You do that by showing them the stories. You do that by showing them. OK, maybe I don't have a research paper, but here's 15 people that had the same problem as you and we've documented the whole thing and they look like you and they talk like you and they had the same problem as you and the same complaints as you have and they've been through this process and what's changed in your life and they let them do the do the telling.

JAMES CHESTER (HOST):  So Google reviews, do they matter?

DR ZARAK BERTLEY DC (GUEST):  Oh, yeah, of course I have. I mean, people are going to look at Google reviews before they come in. Yeah, of course. And I asked people for Google reviews, but what's next?

JAMES CHESTER (HOST):  What do you mean? Like Google reviews are a thing. TikToks are things. Instagram reels is a thing. Podcasting is a thing. What's next? What's going to be the next wave of attention, validation?

DR ZARAK BERTLEY DC (GUEST):  Well, I think we're in it. I think you're witnessing that change. It's short form content. Like I said, 10 years ago, excuse me, you could upload a 10 minute long video to YouTube. And if you had good things to say, then people would pay attention. Now it has to be more engaging. It has to be more cinematic. It has to have production quality. It has to be good information, but it has to be presented in an entertaining way. And I haven't really seen car partners yet. They're able to do it. And the attention spans just getting lower and lower. It used to be a 10 minute long video. Then it was a one minute long video. Now you've got you've got 30 to 45 seconds to get the message across before you've lost them. So short form contents, kind of like I look at it like the free sample. You know, you go to the supermarket and there's a nice lady there that gives you a free sample. If we just hit them with the free samples and get them in dress and get them thinking, OK, I can resonate with some of the things this guy was saying. Again, bring back Jordan Peterson, liver King, the Wim Hof, Andrew Tate. Rick, I don't care what your thought about these people are. I don't care. It's irrelevant, but all this is a person that has a philosophy and you're being peppered, depending on your algorithm, you're heading it every day. I would argue that yes, health talks are great. I do health talks in my practice. Health talks are great and people can build a practice doing health talks. But I do believe that the golden age of the health talk is over because that requires people to leave their house, sit somewhere, then there's an attention span issue, you see them clocking out. They haven't got the same attention as they used to and we can complain about that or we can go to where the attention is, which is the funds. And I would also argue that what's going to have more of an impact on your consciousness, me speaking to you for an hour and giving you a health talk or me constantly peppering you every day with a 45 second high quality video that you look forward to and keeps you engaged by the time you come to the practice. I health talk, you'll retain some of it and then you go home and you kind of forget about it, right? Most of them forget about it. You need to constantly be reminding them that's what I've learned this last year.

JAMES CHESTER (HOST):  Well, we're at the edge of our time together and I do have some takeaways that I got from this. And the first thing is you have to build a team around you. And if you're going to be the sole provider of the content, it's not going to work because you only have some energy units in your day. Yes, sir. If we want to make a difference, we have to bring the greatest lines of chiropractic together to be going for the same direction. We can't let them be super on their own. We need to create soup more connection together to create a better brand of chiropractic. And you know, after 1300 interviews, I'll tell you that you'll just need more people to step up and to do it. People talk about problems a lot, but they don't offer solutions. So I think it's really cool today that you said, hey, I'm not a marketer, but I've done my best to understand marketing. And this is how we can make the profession better moving forward. So I think there's some really good takeaways. Show people the journey. And I think that you can't tell that story about your mother. Your mother. Enough.

JAMES CHESTER (HOST):  Because the world needs more stories like that to inspire people. People.

DR ZARAK BERTLEY DC (GUEST):  Can you imagine if in that waiting room, if there had been some someone there with a camera and some decent recording equipment and say, oh, Mrs. Bartlett, before you go for your first visit, do you mind if we just ask you a couple of questions, could you share with us your story and have her sit in there? I'm on a perspective. I feel her. I remember her saying I feel like I'm walking on marshmallows. Every time she steps, she felt because she was on all these muscle relaxants. Imagine you just have someone sitting there saying, yep, this is how I feel. I'm not able to go to work when the migraine hits. I have to go in line a dark room, all the stuff that we hear in our practices every day, regardless of your technique, regardless of there's even students that are helping people like this. I was helping people like that as a student. I'm not debating that chiropractic will get the results. I don't need to understand how it works to know that it just works. And if you had a camera there saying, tell us what happened. And then you just had the chiropractor say, this is what's wrong with Mrs. Bartlett, this is what I'm going to do. We're going to restore motion to this joint and let the body do the rest and just do it in a couple of minutes. A short mini documentary. And then at the end, have her saying what happened, what changed in her life? I'm off the drugs, I'm back to work. And that's one case at one. What would happen if you had 20 of them?

JAMES CHESTER (HOST):  That's the truth. And that's why the review economy matters also. And the shorts matters. So there's so much it goes into the story of chiropractic and you just got to lead people for results, like you said earlier, and you got to lead them into more stories. And I believe what you believe in. I think that the more the chiropractors do patient testimonials, that's how I got into the profession, actually. I was going around to clinics and I was interviewing patients as asked them what their life was like before chiropractic. Ex, what their life was like since chiropractic. Chiropractic. And I asked them what they recommend their friends and family as a family. Three things. Three things. Yeah. And that's why I started making documentary films on chiropractic. Because I saw that there was matter to a clinic, a person in a virtual level. And I'm like, well, what if we produce this into a teacher movie? What if we start a podcast that tells the kinds of practice twice a week? Twice a week. So I saw the tracking for a long time now.

DR ZARAK BERTLEY DC (GUEST):  And I thought about the movie idea as well. I have a few ideas for a documentary or a movie. That's like my big, big, that would be my big dream. That's my, that's like my pipe dream.

JAMES CHESTER (HOST):  Well, well, Dr. Barley, if people want to reach out to your connector with the workplace on them, too.

DR ZARAK BERTLEY DC (GUEST):  My personal Instagram is RCD Zarek. And my professional Instagram, if you want to check out the Reels and what I've been up to and what I have been thinking about, it's top Chiro den Hagg, D E N H A G. So you'll see that's my personal page and where I am putting the chiropractic content.

JAMES CHESTER (HOST):  Top Chiro den Hagg. Check them out. Is there anything I didn't ask you that you'd like to share with our audience today before we call it a day?

DR ZARAK BERTLEY DC (GUEST):  What, like, what would be the first step for you guys to do in order to start making better quality Reels as I would ask you to be conscious while you're scrolling. If something makes you laugh, ask, why did that make me laugh? If you skip to the next video, ask, why did I skip to the next video? Why was this I was interested in that for the first half of it? And then I lost interest. Why did I lose interest? Was it boring? Was it the tone of the voice? Was it not giving me enough stimulus? Start thinking about that stuff. When you are looking at chiropractic content, ask yourself. If I was someone that had absolutely no context as to what chiropractic is, what would I think about this video? So I've seen videos where you have someone doing a toggle and a great, great toggle practitioner. Fantastic, better chiropractic than I am. But they upload a video of a toddler having a toggle and then gets a little bit of a fright from the drop piece and then cries for its mum. So it's a 15 second video. All I saw, I'm a builder. I'm a bricklayer. And all I saw was clunk. Momma. Like, and then the video ends, please, just before you upload something, please just ask yourself, if I saw this without any context, whatsoever, don't know what chiropractic is. Don't know how it works. What would I think? And just self-analyze a little bit. Then every time that you see a piece of chiropractic content that you like or that you think is a good message, but that you think it could be made better. Save it. Have an album on Instagram. You can save it and you can save it to a different album and just get a chiropractic folder and start making a folder. And then when you actually start making the content, if you so see fit, you'll actually have a backlog of stuff there that just plants the seed or gives you a bit of an idea of which direction you want to go. That's what I did. That's all I did.

JAMES CHESTER (HOST):  We used to call those an old, I'm an old school copywriter. That's what I went to college for journalism. We used to call those swipe files. We have a swipe file of things that we liked. Things that we liked. Yeah. All right. Well, thank you for being episode 596, the Cara Elsa podcast.

DR ZARAK BERTLEY DC (GUEST):  I hope to be back on some time.

JAMES CHESTER (HOST):  It was a longer episode than I typically run, but I really appreciate the opportunity to talk about things that are meaningful to people that are curious about how we can make the direction of media and chiropractic be more impactful in the long term. So stop uploading without thinking. Thinking and create great content to engage your stories. Your stories.

DR ZARAK BERTLEY DC (GUEST):  Thank you very much. Appreciate you.

JAMES CHESTER (HOST):  Thanks for listening to Chiro Hustle. Don't forget to subscribe and check back next week to continue hustling.

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