From: Dr. Margolies

New on the webpage this week: http://www.mindspring.com/~chirosmart   an additional 
area for selling or trading. There is a DC looking for a used Lloyd 900 series table. As 
always it doesn¼t cost you a cent to post your office on my webpage as either a referral 
source .. for sale .. looking for an associate, partner or if you are interested in being an 
independent contractor in a specific location. Now you can post equipment you are either 
looking to buy .. trade .. sell. If you have a webpage that you feel will benefit our 
profession and/or your office webpage is unique .. or you have webpage links I should 
include within my weblink area .. send them along. This week we have a webpage from a 
DC in Australia .. take a peek on how things are done down under .. you¼ll find it under 
weblinks. If you wish to post something but your server is for e-mail only .. send your 
item to me and I¼ll post it .. or if you cannot access the webpage but you have a particular 
interest .. e-mail me and I¼ll search it for you. 

A personal note here. This may be a touchy area for some and possibly I shouldn¼t use this 
forum for such a request .. but for this one time only I will. A chiropractic colleague and 
spouse are unable to have children. I was horrified to learn of all the jumps and hoops a 
family must go through to adopt .. all the restrictions and the heartaches. So .. with due 
respect to my friends and you .. I will acknowledge their request. They are looking for a 
newborn to one year old .. if you have any resource to provide this wonderful loving 
family a lead and eventually a bundle of joy .. please e-mail me and I will in turn have them 
contact you. This will be the last personal request I¼ll place within this forum.

Today¼s e-mail message:  Stretching the Point

Discussing Public Relations and Marketing with two students this past week, I thought I¼d 
share our thoughts with you. First .. the energy you expend you¼ll receive. Too often we 
tend to stop prior to results taking root. If you tried every which way to get a point across 
or have yet to reach the proper person to start a marketing program .. hang in there since a 
little leeway to the left or right may stretch the point enough to gain you free access. Let¼s 
look at a few.

Possibly a future e-mail I¼ll explore the power source .. conviction .. strength. It may be 
your total belief in a technic .. x-ray analysis .. scientific knowledge of the subluxation and 
its ramifications .. diagnostic equipment .. ability to express yourself .. the way you carry 
yourself and ability to delegate. Power comes from many sources .. but there must be a 
source you can always count on. Besides divine intervention .. a recommended resource .. 
a more down to earth place is within you. The best lesson from the Star War series was 
how hard Luke Skywalker had to train to be one with the Force. It was not good enough to 
read a manual .. listen to class lectures .. have Yoda sit on his knee and tell tales .. he had 
to live it .. breath it .. feel it .. know it .. be one with it. This is the area of power that will 
drive you towards success through the dips and valleys. Never say never when stretching 
the point a bit will make it happen. For example.

For those veterans receiving my e-mails this past year .. you may recall that I moved into a 
new office this past September. I bought the property in June and renovated for three 
months. I stretched the contractor as much as I could and we¼re pleased with the results. 
But .. more important we are next door neighbors with a county Recreational Center .. a 
former elementary school that is used for gymnastics .. karate .. various topical classes .. a 
day camp and more. One of our goals was to provide various programs for them .. part of 
our Community Outreach Programs. We sent them material .. visited them .. and finally 
had a bite. Marketing is similar to fishing .. some deep sea fisherpersons (how about that 
for political correctness) throw chum (bits of bait) into the sea to attract the larger fish. The 
same with your marketing efforts .. your outflow of idea may just be the chum .. while you 
have yet to really use the right bait or turned the hook a bit. 

After various tries we finally hit the right chord and set up a series of five programs over a 
month and a half. They requested topics and an outline. A flyer was created and that was 
that. Okay .. time passed and the date of the first program was to be in two days time. Is it 
any wonder that it was canceled for lack of interested people. Okay .. we swallowed our 
pride and waited for the next class .. two weeks hence. Same story .. sorry no interest. 
With topics such as Wellness and Stress Management surely someone would be interested 
.. you would think. But .. let¼s explore this some more. Were they working for me .. or 
were we working for ourselves? If you want to achieve a result .. you must work it .. not 
leave it in the hands of others .. unless it¼s people you can depend on. What should have 
been done .. let¼s stretch this further .. make a non event into a big hit. 

Look within your Farm (five-ten miles around your urban area) and determine where 
interested people would be. A church .. civic center .. corporate office .. retail store .. gym 
and health food store .. just to name a few. Do you expect if we distributed a flyer (chum) 
to them .. we may have attracted more interest? Let¼s stretch it a bit more. We should have 
already called and had a data base of the fax numbers and e-mail addresses of all these 
places. The names of the church social directors (stretch it to garden and woman¼s clubs) .. 
safety people within a local warehouse or retail center .. (let¼s stretch it some more) .. the 
name and numbers of the retail strip mall or office park management (they may be kind 
enough to distribute your flyer or advise their tenants of your various programs .. health 
fairs .. or whatever your creative mind offers them). From one event .. we may have been 
able to create a whirlwind of interest .. never say never.

Okay .. our third class was Fitness over Fifty .. or .. Aging Gracefully. The fact that they 
had a captive older audience assured us 22 people to speak to. If we were doing our job 
correctly .. provided a dynamic thought provoking workshop .. pushed the right interested 
buttons .. offered some value to our product .. collected surveys from every person 
attending .. we by default should have had a windfall of new prospective patients .. the 
workshop was next door to our office .. everyone was of Medicare age .. it should have 
been a great success .. a win-win for everyone. We provide an educational program and 
they a resource to tap into wellness and health. But .. at first glance the win was one way .. 
they received a dynamic class .. were educated .. offered a resource .. but we had no 
names for initial evaluations .. no appointments were made on the spot. If they were 
attuned to the possibilities of continued aging .. wear and tear .. reduced performance and 
function .. they would have leaped to be evaluated .. to discuss with us what conservative 
areas they could explore to sustain their level of activity and even reach for more. 

In fairness .. (by the way .. I hand over these responsibilities to others .. just supervise and 
attempt to make things better by sharing with them as I do with you) these kind souls at the 
end of the presentation were swiftly taken to lunch and the close of the workshop was 
shortened but not before trying to stretch it a bit and offering a follow up workshop on 
arthritis (keeping our foot in the door). Okay .. how could we have stretched this almost 
win into a partial win. We did receive many completed surveys with names .. addresses .. 
phone numbers. Immediately we should have .. the same day or next .. sent everyone a 
thank you letter for attending our workshop .. a proposal for another workshop either 
where they were or at our office .. an invitation for an evaluation .. and a mention that we 
may be calling them to discuss this further. But .. for each day you wait to follow through 
it¼s a day lost .. a patient missed .. a subluxation unattended to .. a potential resource for 
massive referrals .. a life saved.

Let¼s stretch one more time. Go to a local hardware store and purchase some cheap 
measuring tapes. These usually are sold in the home improvement section. If you are lucky 
you may find „give away¾ small measuring tapes. Have each of your clerical patients bring 
this to their office .. along with your survey forms .. and begin measuring their 
workstation. The distance between their nose and the monitor. The angle of their forearm to 
the keyboard. The distance between the top of their head to their desk top. You get my 
point .. stretch this idea a bit and add your own details and research ideas (by the way .. 
share this with me so I can share it with everyone). What is the purpose of this big stretch? 
Imagine Mary Smith coming to work tomorrow and starting her work day by measuring 
her workstation. The conversation will be you .. why you asked her do it .. what is the 
purpose .. can they also do it and receive the data from it .. can their workstation be 
improved by some minor changes .. is the curve of their neck conducive with the angle of 
the monitor and head tilt .. can it be modified simply .. How much lifting of the knee by 
raising the feet with a shoe box or telephone book .. along with your review of their lateral 
lumbar x-ray will assist in managing their lower back problem and help to manage and 
reduce their chronic subluxation. You never know .. throwing chum like this into the 
waters may attrract some big fish.

Am I stretching here .. they always say stretching is good

Dr. M