Show notes
Danny Ozment is founder of Emerald City Productions, a podcast production company that has produced many of the top business podcasts in the world. Given that 93% of podcast listeners listen to more than half or all of an episode, it is clear that podcasting will be one of the key marketing channels of the future. Right now, Danny is wearing out his Walt Disney World annual pass with his wife and 2 kids. When he’s not on Pirates of the Caribbean, he spends his days on mission helping podcasters change the world one download at a time. The free tips he provides at dannyozment.com, guarantee you’ll launch and grow a podcast that will impact the world. TRANSCRIPT JAMES CHESTER (HOST): You’ve made the 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 channel and give us a 5-star rating on iTunes and to continue hustling. This episode is sponsored by Transact Card, Align Life, NeuroInfinity, Imaging Services, Chiro Health USA, Chiro Moguls, Pure Chiro Notes, Titronics, Sherman College of Chiropractic, New Patients in a Box, Life Chiropractic College West, Pro Hockey Chiros, Pro Baseball Chiros, and the IFCO. Let’s hustle! LUKE MILLETT (PRODUCER): Hey guys, welcome to episode 516 of the Chiro Hustle podcast. I’m your producer, Luke Mallett, and here’s your host, James Chester. JAMES CHESTER (HOST): So today we have the opportunity of interviewing Danny Osmet. And if you want to hear how once you listen to podcasts, educate yourself, you learn more about who you’re interviewing. And last but not least, give away your best stuff. Stay tuned for this episode. Alright, welcome back. This is another episode of the Chiro Hustle podcast. Today I have Danny Osmet coming in, not a chiropractor, but a podcast marketing specialist. And I’m really excited to have him on today. But before we get into this episode, I’m going to let everyone know the big why. Why do we do what we do over here at Chiro Hustle? Well, first things first is protecting freedom of speech. I think that’s so important. We’ve never censored anyone on our platform before. And I think that it’s really important that we give people the opportunity to be not only acknowledge, seen and heard, but to speak their truth, whatever that may be. We also support medical freedom and family health freedom. Those are things that are really important to me as an individual. I hope they’re important to you also. After that, we get a bit more philosophical. We protect BJ Palmer Sacred Trust. If you want to learn a whole lot more about chiropractic, you don’t know anything about chiropractic. And you go search for BJ Palmer Sacred Trust or BJ Palmer’s last words. You’re going to learn so much more about chiropractic than you ever do before. And then we also support subluxation based chiropractic. That’s a big word. Once again, if you want to learn more about that, go and search subluxation and chiropractic. You’re going to keep on educating yourself about this beautiful profession. And then we also believe in inate intelligence and universal intelligence. We believe that when man or woman, the physical gets adjusted, it connects them to man or woman, spiritual. So with that being said, Danny, welcome to the show. DANNY OSMENT (GUEST): Thanks, Jim, for having me. JAMES CHESTER (HOST): Yeah, I got your bio and I was just like, wow, this guy understands podcasting really well. And then I got a chance to have like a little pre chat with you and talk to you about chiropractic. And I was kind of like, you know, building the story for us and building the brand of what we’re going to talk about today. And one of those things was supporting chiropractic as a profession. So if we can just open up and you can just kind of tell me like, your support of chiropractic, I know you said you’ve seen a handful of practitioners over years. Maybe share with us your insight on that. DANNY OSMENT (GUEST): Well, you know, for me, it was the, you know, I’m 45 years old. And in the last 20 years of my life, I’ve learned more and more mostly through podcasts and listening to podcasts about some of the other things that are out there in terms of health and making us health and wellness, let’s say. And you know, maybe 15 years ago now, I started thinking about, oh, well, you know, like, I’m at that point 30 years old. Why did these things hurt in the morning? Why, why am I annoyed? I’m sitting down more for my job now as a recording engineer, things like that. I’m feeling uncomfortable. And so that’s when I first saw a chiropractor and it was something as simple as, you know, why does my right foot always hurt? And doing just, I forget what the machine is, where they mapped how my feet were pressing on the ground and getting a custom orthotic that straightened my right knee, which straightened this and solved other things. All the way up to even a couple of years ago, of course, you know, we took some time off during the pandemic and that was one of the things that sort of went by the wayside was going to see the chiropractor every couple of weeks. And I bought a new chair, you know, being in the recording industry. You have to have a good chair. So I’ve always had good ergonomic chairs that helped me out. And I got a new chair and have a standing desk and all these things. And I noticed after a few months, I was like, man, every time I’m standing, after like 15 minutes, my back starts to tighten up. And I’m like in pain. So I went to the chiropractor and started getting a grassed technique, I think is what it’s called. Never had that before. And immediately within like three weeks, the pain was gone. The chiropractor even took a look at the brochure, like manual for the chair that I bought, which is really good chair. And she was like, Oh, raise the lumbar support up like two inches from where you have it right now. And I’m like, okay, and that solved the problem too. So I’ve continued to throughout all this time combine chiropractic and massage therapy to just make sure that in a job where I have to sit down a lot, I can stay healthy and play with my two kids every day after I’m done. JAMES CHESTER (HOST): Yeah, you know, just to, you know, add to that, I believe that if we don’t pay for our health, now we pay for sickness later. And basically what you’re saying is things that I reinforce with people all the time is chiropractic helps with your date. It helps with your pro perception, which is your balance. Yes. It helps with your core stability. It helps, you know, the label of pain, it helps with pain. It does a fantastic job at helping find the tension in people’s bodies and releasing that and chiropractic, we call those subluxations. So they find that tension in the spine and then they adjust and remove that subluxation a lot of the body healed naturally. And I always tell people the body doesn’t need anything extra in it. It simply needs no interference. So if we’re able to correct that, clear it up, now the body is a self-hilling organism. So there’s not pills, potions or lotions that the body really needs. It simply needs to be able to have full mobility. It needs to have full strength. It needs to have full nervous system flow. So that’s why I fell so deep in love with the profession because I saw it actually doing that. I worked in a clinic for six years and I saw what was happening when somebody would come in like you, you’d be like, gosh, my low back’s hurting, my foot’s giving me issues. And then by like the seventh visit, we would go back and do a re-eval on them. And we’d ask them if they remembered why they originally came in for and probably over 50% of them couldn’t remember why they originally came in for because the issue is so far away from their reality that it wasn’t even a concern to them anymore. So that’s pretty cool, right? Yeah. And using chiropractic as a wellness model rather than a crisis care model, I think is really important too. So anybody that listens to our show, I always encourage them. I mean, typically it’s chiropractors we interview, but I always encourage the people listening to find somebody where they can go at least get checked and get some x-rays and see what’s going on with their body so they can not deal with some of the things that people come in for like at 40 some years old. You know, sometimes people haven’t taken care of themselves for 40 straight years and they come into the chiropractor, they expect one miracle adjustment to like change their life. And they don’t actually understand the fact that over time, it’s a degenerative process. If we don’t take care of ourselves and self-manager ourselves and take care of like the concerns that we’re dealing with, over time, it has a degenerative process and then you have to rehab the body. So I know that your position in this world is helping people with podcast and branding and launches and things like that. So why do you think and what have you experienced being a podcast coach or podcast, the launch guru, what have you seen being the things that are purposes why chiropractors might want to consider starting their own podcast? DANNY OSMENT (GUEST): Well, you know, it comes down to something simple for me and I can sum this up in a story. You know, I’ve lived in the Washington, D.C. area for a while and that’s where I first started seeing a chiropractor. And then we moved to Nashville for four years and now we live in Orlando. And so what did I do, you know, after I found a primary care physician, what did I do when I got to Orlando to find a chiropractor? Well, I went to Google and I went to Google my business and I looked at the reviews and found the closest chiropractor who had the best reviews. Okay. And that was it. Like that was the, you know, I didn’t get referred by anyone. I didn’t have any friends in the area. And it relates to a story that, you know, was not necessarily unique to Florida now, but in Florida, central Florida, a lot of people have solar panels, right? And solar panels are a significant investment. So when we wanted to add solar panels, again, I went to Google my business and, you know, in central Florida, of course, there’s like thousands of contractors that will do solar panels. So it’s like, well, who do I pick? You know, so I narrow it down, best reviews. I set up some meetings with some people. I have the meetings with them and then I pick the person that I trusted the most. Okay. I didn’t have that luxury with chiropractor because it was like, I don’t want to drive far. I know I’m going to have to go multiple times, maybe a month or every month. Let’s pick this one because they look the best review. And then I like the person and trusted the person, but it came down to trust. And so I even had this conversation with the solar panel guy when he was sitting at my kitchen table and we’re signing the agreement for, you know, this, I think it was like $80,000 or something like that to put in this, this system. And I said to him, Hey, you know, like, if you had a podcast, even a few episodes on your site, I would have gone to your site, been able to listen to you, tell me these things. And I would have trusted you more than the other people that didn’t have anything. And I would have known, Oh, I like this guy. I like this lady from the beginning. So for me, that’s what it comes down to for not just chiropractors, but anybody that provides a professional service, any medical practice, law firms, people come to you and need your help. So they have to trust you. And that’s what gets them in the door. That’s what keeps them there. And so if you can do anything that makes that easier upfront, then you should do it. So for me, that’s why I think any medical practice, any practice, like any chiropractor would benefit from having some form of content marketing. If it’s not podcasting a blog, YouTube channel, something that allows them to establish trust from the beginning. JAMES CHESTER (HOST): Yeah, I couldn’t agree with you more. Third party validation is massive for anybody purchasing. And if you’re going to go to like an online shopping situation, whether it’s a designer watch or whether it’s spark plugs for your car, you’re going to go and like look at like what people have to say about it. DANNY OSMENT (GUEST): Yeah, we, you know, the people that are listening to this podcast, they likely listen to other podcasts, right? And you can sit there listeners who are with us right now, you can sit there and realize, oh, these people that I’m listening to, I kind of feel like they’re my friend because I spend a lot of time with them. You know, if they have a weekly show, I might be spending 30 minutes every week with them. They’re in my car with me while I’m commuting. And that’s where that that trust, that relationship builds up. And so you can start to see that, you know, yes, it’s nice to get a referral. Like if my friend had told me about this chiropractor, I’d been like, Oh yeah, let me, let me go see. Let me go see her. That sounds like a great idea. A podcaster is the same thing. A podcast, even if it’s the host who is recommending that they come see you, if they’ve listened to you for a few episodes and they’ve spent a couple hours with you, that’s basically a friendship at that point and they’re going to trust you. So often I refer to podcasting is it’s referral marketing on a grand scale because you are the friend of someone recommending a service to them that they can then trust you for. But instead of speaking one to one, you’re often speaking one to 50, one to 100, one to a thousand. And it’s magnified. It’s a, it’s an exponential thing where the referrals just pour in more because you have that relationship with people. JAMES CHESTER (HOST): So I think let’s get a little granular because we’re talking podcasting the impact of it, third party validation, things of that and why that we’re talking a lot about the why. Now I’m curious, recommendation, like strategy. Do you believe that people should be doing solo, like talking, like mono cast or do you think that they should be doing shows like this interviews? DANNY OSMENT (GUEST): You know, we like, it’s great to get granular like that, but that answer comes from stepping back and saying, okay, so if you’re a professional services provider, if you are a doctor, a chiropractor, a doctor, a lawyer, an accountant, a therapist, whatever, you are creating content for a reason to reach a certain group of people. And so what is the goal? What are you trying to provide to them? If you are, let’s say trying to educate, like you’re, you’re doing a lot where you’re educating an industry. So a podcast like that is really great to do lots of interviews, talk to lots of experts, talk to see what’s out there, support certain things, establish certain things, provide evidence for certain things. Whereas someone who’s running a private practice, their goal might be, well, you know what, if I had six episodes and I don’t even need to have them out on Apple Podcast, it could just be on my website because people are Googling and they’re coming to my website, I just need to tell people these eight things about chiropractic and how it can help them or the expertise that I provide, like the certain techniques that are different. Or maybe it’s the fact that in our office, we have, you know, me, but I do these techniques, but we also have X-ray and we have these therapeutic procedures and machines that we can use and like, you know, we do Eastom, but like we also, I know my chiropractor now has this like, the compression therapy and things like that. You can compression. Yeah, they’ve got this like big orange bean bag looking chair that you can put the compression boots on and I was like, oh, that’s great because I’ve heard of, I’m an avid cyclist. So I, you’re like, how that…
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