Why I’m building a moat (and you should too).

Lately, I’ve been considering building a moat.

Here’s what I mean:

In the medieval times, Castle’s were built on hills and then surrounded by ditches of water, called moats (though many were actually dry moats).

They were were used for protection. Simple homes were too prone to plundering and pillaging. Castles, on the other hand, offered safety in the form of strong walls and fortifications

In simplified terms, they kept unwelcome people out. They restricted access to the castle and it’s advantages.

Sometimes you need to do the same in business.

For example:

We’re considering restricting access to the Chiro Speaking Club if you leave before a certain amount of time.

Here’s why:

Our ‘stick rate’ (the amount of time someone stays a member) is quite high compared to industry norms.

Yet, there’s a small subset that joins and within the first month or 2 cancel right away — usually accompanied with a promise that when they get their finances in order they will start up again.

Guess what? We won’t lift the draw bridge.

Why?

Because a person like that doesn’t see the value in what we’re providing for a mere $200 bucks, isn’t our people.

I’m not tooting our own horn here, but the trainings that we provide each month are the types of trainings that private clients/companies have paid tens of thousands of dollars to have access to.

If studied and implemented, they change practices and lives forever.

I have zero ill will towards these people, but I don’t want them in my kingdom, infecting my people with their ‘poor mindset’.

Harsh? Maybe for some people. But then again, those ‘some people’ aint’ our people. And, certainly not harsh if you truly believe in what access to your kingdom has to offer.

It’s something I would consider implementing if I were a Chiropractor as well.

I’d build a moat.

I’d let my patients know, either they are part of the kingdom or not (Dr. Zaino is excellent at this). And inform them that if they leave, there is no guarantees that they can come back. Or flat out tell them they can’t.

Speaking of access to the castle…

If you’d like keys to the castle, where we give you full access to our princely ways, simply join here:
http://www.chirospeakingclub.com

Onward and upward,

Jeff Paro
The Chiro Speaking Club