Stop Creating Marketing Content. Start Creating PSAs.
We’ve all done it. Crafted the post. Hit publish. Watched it get seen by the same handful of people who already love what we do… and then watched it disappear.
Then every now and then, something hits different. It travels. Strangers share it. People you’ve never met start tagging their friends. The phone rings with invitations to come and speak.
What’s the difference?
In our practice, the moment we worked it out was when our content on concussion in kids started spreading on its own. Not because we boosted it. Not because we posted more. But because it stopped being marketing… and became a public service announcement.
That shift is what this episode is about — and why most chiropractic marketing never travels beyond the people already following you.

Key Takeaways From This Episode On Chiropractic Marketing
• The difference between marketing content and a public service announcement (your community can feel it, even if they can’t name it).
• Why a chiropractor with 200 followers can build content that spreads further than someone with 20,000.
• The four ingredients that turn a regular post into a PSA your community feels a duty to share.
• A five-step roadmap to build your next PSA on purpose, not by accident.
• The one question to ask before you publish that tells you whether your content has any chance of travelling.

The Concussion Story — How One Piece Of Content Pulled Us Into Football Clubs And School Groups
A real-world example of what happens when content stops being marketing and starts being a public service announcement. We didn’t boost it. We didn’t pay for ads. The community carried it for us — and started pulling us into rooms we’d never have walked into on our own.

Marketing Content vs A Public Service Announcement (And Why Your Community Can Feel The Difference)
Most chiropractic content is marketing material dressed up as education. Inside the episode, I unpack why your community can feel that — even when they can’t name it — and why it’s the single biggest reason your posts only ever reach the people already following you.

The Four Ingredients Of A PSA That Spreads
There are four specific ingredients that turn a regular post into a piece of content the community feels a duty to share. Get all four, and you have a PSA. Miss one, and you’re back to marketing content. Inside, I break each one down with the concussion content as the working example.

The Five-Step Roadmap For Building Your Next PSA On Purpose
A simple, repeatable roadmap so you can stop hoping a piece of content will travel and start engineering it on purpose. From finding the worry, to the test that tells you whether you have a PSA, to the right signals to watch when you publish — this is the practical heart of the episode.

Why This Is The Real Engine Of Chiropractic Practice Growth
Practice growth doesn’t come from posting more often or shouting louder. It comes from content that gets pulled through your community by the people who already trust you. PSAs are how that pull starts — and why this is one of the most important shifts you can make to your chiropractic marketing this year.

Do I need a big following to create a PSA that spreads?
No. A chiropractor with 200 followers can absolutely create a PSA that spreads. What you need is a message worth spreading and the commitment to carry it across every touchpoint you have — socials, email, in-practice conversations.

How do I know if my idea is a PSA or just regular content?
Run it through the one question — would someone feel like they were doing a disservice to a friend by not sharing this? If the answer is a clear yes, it’s a PSA. If not, it’s regular content. Both have a place in your library.

How often should I be creating PSAs?
Not every post needs to be a PSA. Expecting that creates so much pressure that most chiropractors stop posting altogether. Aim to build one genuine PSA every now and then, alongside your regular educational content.

HERE'S TWO WAYS I CAN HELP YOU ATTRACT MORE CLIENTS.
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1. Want to learn how to make magnetic patient attracting videos? Check out Video Influence 3.0 https://adio.kartra.com/page/videoinfluence3
2. Let me guide you towards becoming the trusted health advisor in your community, so patients will naturally want to choose you first! Check out Community Influencer and let me coach you. https://adio.kartra.com/page/ci147

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