Dr. Brian Capra: Everyone, this is Dr. Brian Capra, here with Allen Miner and our special guest, Matt Loop. We are here at the UAC Best Practices podcast, and we’re super excited for this, it’s something that we’ve started recently, being part of UAC where we have such an amazing wealth of knowledge in our group, and one of the best parts of UAC has been over the years when the group’s together, being able to share some best practices, and we wanted to share that with the profession more broadly. So, we’re here and Allen, you have anything to say?
Dr. Allen Miner: Yeah, welcome. It’s Dr. Matt Loop. I know that story.
Dr. Brian Capra: It is. Yeah.
Dr. Allen Miner: You earned that degree. Matt, I’ve always been aware, heard you speak and gotten to know you through UAC, I’ve always known you as a social media expert in our space for best practices today we’re just having a conversation about credibility. And how that really that credibility is everything, especially for somebody in practice for themselves, it’s not always easy, sometimes it’s easier in today’s world, at least this is my perception, so you can clarify it, but sometimes it’s easier to establish credibility when you’re talking to the entire nation, when you can… Your services are international or global, then maybe in a specific city, but it all comes back to credibility.
Dr. Allen Miner: So please for best practices, give us some wisdom around that topic. How can these practitioners… What can they use in all of the tools of all the tools in the toolbox today to establish credibility, so people coming in their offices, they’re already… I don’t know how many steps ahead because of that credibility.
Dr. Matt Loop: Sure. And the great thing about credibility is if you establish it in a certain way and you position and elevate your brand or status in the marketplace, it increases your conversion, so everything you do social media wise, whether it’s advertising organic, people will always Google your name, they always still read about you, this dramatically affects the conversion.
Dr. Matt Loop: And I figured this out not soon enough in my career, and then I started helping Docs implement it, but if you’re in a local market, let’s say you’re in New York City, for example, where you’ve got so many chiropractors, large population, a very tough crowd. Extremely competitive. How do you stand out? How do you leverage credibility to get your foot in the door and reduce skepticism?
Dr. Matt Loop: Number one reason why people typically don’t buy anything is just they’re skeptical, they don’t believe, so you might have great testimonials and results, which is certainly a part of being credible, you got to get the results for your patients. But one of the simplest things that I’ve found is to attach to marquee names that people know, I’m talking outside of the profession, sometimes we get this narrow focus, and we think having all these degrees or alphabet soups after our name really matters.
Dr. Matt Loop: And for personal accomplishment, yes, and developing your skill set you’re trying to be the best clinician, but in terms of a patient’s perspective, give you one example. The other day, I saw this scrolling through my news feed on Facebook, I saw an online certification course from Harvard University. From Harvard Medical School, I’ve seen the same thing from Harvard Business School. And me thinking the way that I am, I had a wonderful opportunity to speak on the campus at Harvard University, which I knew how that would affect my brand, that I could legitimately say that I spoke at the faculty club in front of students, alumnis, business owners, and what I want you to think about is what the public deems credible.
Dr. Matt Loop: If you can look at the university system in general, and more times than not, people will reference Harvard as the most credible, higher, and prestigious higher learning institution in the world. You got Harvard, Oxford, Yale, MIT, brands like that, that have spent my gosh, millions, hundreds of millions of dollars over the lifetime, likely on branding and creating that… Just a massive appeal. So why wouldn’t you want to attach in some way, shape, or form?
Dr. Matt Loop: One of the easiest ways would be to get certified, go through one of their programs, so you could have in your bio section or in your office or when you’re presenting from stage, or when somebody sees a Facebook ad or something, they’re seeing a credibility as certified in public health as certified by Harvard University. That word, I’m telling you, you don’t understand the power until you start having these conversations with individuals like, “Oh yeah, I had a chance to speak at Harvard,” threw under the wind, like, “Oh, that’s pretty cool,” and it just naturally elevates you.
Dr. Matt Loop: So, trying to stand out from somebody else and earn your credibility, that’s a very simple way that I like to use to just be different and to command authority. There are other factors that you can certainly do that are more long-term plays, like write a book, that takes a while though, once you have a book, less than 1% of the population writes a book, there are other factors, like we talked about the testimonial angle getting your people to give you, finding at the right time when they can share their message on video and or on Facebook, there’s the celebrity attachment angle, where you can…
Dr. Matt Loop: Sometimes that star dust will rub off on you if you meet and connect and maybe you get to treat some high-level athletes and or a celebrity, it creates that wow factor. So, all these things together, combining that with social media outreach to shape the perception of what you want people to think of your brand in the marketplace, it’s extremely powerful and can… Of course, it can add another zero to your bottom line, but it’ll give you that credibility.
Dr. Allen Miner: You know, the first time I saw that play out was I used to do radio when I was in practice, and I was on the big radio station in Albuquerque, New Mexico, the big talk radio station on Saturday mornings. And there was a season there, it was kind of right before social media blew up, and we saw our numbers really drop, we’d get 30-40 people calling from a show to come in, and they’d be almost just enamored by you talked to Miner and I’d never heard you talk about this. So, I just like… That is the weirdest thing. Like, I buy the show on the radio, it’s nothing real special, but man, people see me as this credible expert right away, and so that resonates with me that now there’s a lot more platforms and channels for doctors to gain credibility, which I did see all those people would start, because there was a celebrity factor, just because I was on the local radio show.
Dr. Matt Loop: 100%, and it also allows you to raise your fees because if you look at that, if you become a household name or a local celebrity, people will expect to pay a premium anyway, and that’s ultimately one of the goals, is to be at a high level, so you’re not necessarily racing to the bottom of the barrel, like Dan Kennedy would say on price. So, there’s a huge value in that.
Dr. Allen Miner: Absolutely.
Dr. Brian Capra: Example I had with this is, when I started, my practice was in Princeton, New Jersey, and I had… My practice was in a Gold’s gym, so I just invented a title called The Wellness Director at Gold’s Gym, and then I went to businesses and they’re… In Princeton, there’s a lot of big companies. So, I got in to speak, for example, at the HR at Dow Jones, and I said, I’m the wellness director at… No, first I went to Whole Foods and said, I’m the wellness director, and they said, “Oh, you can come do a talk.” Then, I went to Dow Jones, I said, “Well, I spoke at Whole Foods. I speak at the gym, I’m the wellness director.” So, you start stacking these things and you’re building credibility from literally from nothing, right?
Dr. Brian Capra: And then you go to Dow Jones and do the talk at lunch and learns and put a program in there. Now you’re the Lunch and Learn guy for Dow Jones and you’re the… And I wound up getting into Princeton University and all this stuff. But just from inventing, basically creating credibility from nothing, and that’s something… I don’t know how… Maybe you can think of an easy way Docs can do that regardless of what town. I just so happen to be in a gym or where can you like…
Dr. Brian Capra: Maybe just one of the points there is by giving your time to some companies, even if they’re smaller ones in the beginning, and then going and building to the bigger companies that are more reputable in your community, and then be… And don’t forget to list that on your resume, so to speak, and that maybe how you can leverage that to get all the way up the ladder to something more like on TV.
Dr. Matt Loop: 100%, and you actually did, I mean, the way that you did it. It doesn’t sound like you spent a lot of money out of pocket at all to do initially.
Dr. Brian Capra: No.
Dr. Matt Loop: Which is very creative, because even if it was, let’s say… Even if… That’s great, but even if it was, let’s say, to invest $1000, I should say, into a certification program from Harvard, to legitimately say that you’re that, that is a great investment, and I’m used to buying that credibility initially, I don’t have a problem if it’s a great opportunity, because that’s just how the world works in most cases, so you might have the opportunity like you, Brian, and if you do, fantastic, if not, then leverage that because then you could literally… Then you could go to Whole Foods and say, “Well, listen, I was just certified by Harvard University in X.” I mean, you can leverage that title in a way that you would get into… To Whole Foods or wherever very easily. Who doesn’t want somebody that’s affiliated with a marquee brand like that to come in and educate their people.
Dr. Allen Miner: And then, Matt, you’re great at standing on your soap box and announcing those affiliations, that credibility to the world, it’s something I see in your own social media, you do regularly, and you don’t want those opportunities to pass by, is my impression.
Dr. Matt Loop: No, no, and I think there’s a way that you have to do that. So, whenever you get this attachment, whether it’s the celebrity attachment or whether it’s a brand, and by the way, I was going to also mention the Reputation Institute, you could go online and look at Reputation Institute 2022 and see the most… I think the top 50 brands that have the best reputations, and you’ll see consistently Rolex, Disney, Mercedes, there might be opportunities to affiliate with those marquee names as well, but when you do have these assets working for you, there’s a way to position them online, so it doesn’t look obnoxious and in your face versus it looks like you’re telling a story and you had this opportunity, so I would be very careful how it comes across, if you can tell a great story associated with it, let’s say that you did get this credential from Harvard, for example, you might say, “Man, when I was younger, I always dreamed of participating in some way, shape or form with Harvard University, and I had an opportunity to take in this education about X, here’s what I learned.” And you’re giving a lesson along with dropping the name, it’s not just like, “Hi, look at me, I spoke at Harvard, or I did this, or I got the certification.”
Dr. Matt Loop: So that’s important how you come across, and then you can take those posts and then put some dollars behind them with Facebook or Instagram or TikTok ads locally, and do it not necessarily expecting a direct response, like immediate return, but you’re conditioning the market, they’re seeing you now on this interesting stage, which just, again, shapes perception in their mind and creates a story that’s a little sticky, so next time you come back around and maybe share with them an opportunity for better health in your office, they’re going to be more receptive to it.
Dr. Allen Miner: That’s awesome, Matt, thank you for sharing your genius. If anybody wants to reach out, learn more about you, find you, what’s the best way they contact you or find you?
Dr. Matt Loop: You can just email me at dr.matthew.loop@gmail.com, or find me on Twitter or any other social platform. I like Twitter a lot these days, just because it’s very lively since Elon took over, and it’s got a lot of traffic, a lot of distribution. Yeah, I mean, I’m always here to serve and support.
Dr. Allen Miner: Hey, while we have you, a quick question, how do you… I’ve watched, I’ve been doing reels on Instagram and TikTok, and they’ve really blown up, but like you I had this old Twitter account that has 125 followers, I’ve been posting daily, and that it’s gone up like one person like, I’m like, how do you… I’ve been wondering that. You’re the expert. How do you get, how do you attract people on Twitter to find you?
Dr. Matt Loop: One of the best ways to do it is, and now, especially under this new management, things are taken off viral a lot more, I remember showing that tweet at the UAC, I had 56,000 likes, 20,000 retweets. I’ve made it a habit to post intelligent responses to different influencers initially, and there’s a way that you can filter out… You can figure out who’s posting immediately on the timeline or the most popular post, you can filter that out on your phone, so a few minutes every day, following people that resonate with your attitudes, values and philosophies or personalities, you can… If somebody says X, like Elon might share something. It’s like, “Oh, that’s great.” And you add some extra value to it or you add a question, what you find is now he gets so much traffic, millions and millions of hits, and if you’re early enough people are going to see your post and if it’s an intelligent response, they’re going to like it. And when it really gets a lot of likes and retweets, it starts to show up at the higher on his replies, so that can get you millions of impressions, and then once you get an opportunity like Allen, you’ve been featured in the media, so you might already have an opportunity to get a blue check, and if you can get a blue check just based on the media features alone, then you’re going to…
Dr. Matt Loop: You’re going to stand out even more so. So, if you have an opportunity to get a blue check, I would definitely recommend that because it will give you priority access, you still have to add some type of value comment, and that’s a simple way to build your following real quick.
Dr. Allen Miner: Genius, Matt, thank you personally, that’s awesome. How often do you do your own posts on Twitter?
Dr. Matt Loop: I’m on there every day, I’m not on there a lot though, I’m probably on there 15-20 minutes a day. But you don’t even need to be on that much. Most celebrities will tweet themselves, that’s the advantage that you have. People that I’ve connect with, had to have speak at our seminars, some pretty amazing individuals. I’ve gotten responses from a lot of them, you connect personally with them on Twitter. So, if you say something at the right place, at the right time to the right person, you might get a response from Mike Tyson or whoever you decide to connect with, and it’s really powerful. So, I do recommend you just interacting as yourself.
Dr. Allen Miner: And then you re-tweet all those when they respond to you or does that happen automatically under your page.
Dr. Matt Loop: You certainly can for the credibility angle, like, “Hey, this is pretty cool, Mike Tyson responded to my tweet, yada, yada, yada.”
Dr. Allen Miner: Genius, I always love your brain, Dr. Matthew Loop, thank you, man.
Dr. Matt Loop: Bye fellas. It was a pleasure.
Dr. Allen Miner: Appreciate your time. You guys take care. I’ll see you.
