Lesson 1. The Mechanics of the 5-Notes System and Why Email Plays a Critical Role

 

• Important: for everything important, it helps to print and put it in an old-school 3-ring binder. Learning has been proven to take place faster and deeper when in 3-D (book, pencil, pen, paper) instead of just in 2-D (screen).

Objectives

• Understand the purpose of the class.
• Understand why email is needed if you have a cash component in your practice.
• See a preview of the 5-Notes System.

---

Do List

1. Watch the lesson video.
2. Here’s the Wall Street Journal Article to which I refer<– It’s OK if you do not subscribe; I read the best parts of the article to you in the video, and it’s in the transcript below).
3.  Sign up for ONTRAPORT (get the free version or the pro version) for the easiest way to send multiple emails to multiple lists.
4. Also, using ONTRAPORT, I can easily give you the machine’s components; you can directly install them into your ONTRAPORT account with just a click—I can build them, you can click, and then they appear in your account for you to edit. Then, you can duplicate them to create similar components to expand the power of your individual system.
5. Here’s Brendan from ONTRAPORT, showing you how to set up your account (personalized so that much of it is done for you) in about 10 minutes (click to watch).
6. For now, continue all other software you have running (we can build on it and maybe eventually fade it out, but only when/if you think it’s not needed). But, if you do not yet have a system for easily sending emails and making websites and web pages, then without delay, sign up for Ontraport (risk-free, and it will give you back many times what it costs if you do the lessons in this course).

Other Helpful Links & Tips

• The first step to an all-cash practice (or a more-cash practice) is to develop an almost free way to communicate with your patients (1) uncensored, (2) automatically (it sends messages to the right people at the right time without you doing anything), and (3) in a way that increases your reputation.
• The next step is to add procedures to your practice that are safe and effective and provide your patients with life-changing products and services that are not covered by insurance. If you do not yet offer cash procedures in your office, or if you want to add to your offerings, here is an excellent first choice for learning procedures that meet all of those criteria-<–
• Relax. Depending on your schedule, you may have some weeks where you progress far in this course and others where you do not even have time to think about it. Even though the class is divided into weeks (6 weeks was how long the live course took), I think about them as steps. I know you have obligations to your family and your patients, as well as to take care of your own personal needs (exercise, sleep, relationships). You cannot help it when things get too crazy.
• It helps to have one (only one) learning/construction project per day: a book, a research paper, or a course. You still look at the other stuff, but you go for thirty minutes of uninterrupted time on that one thing every day, day after day, after day, until it is done–you do what Jack London said about writing: “You get up every morning, and first thing, you go at it as with a club.”
• Brendan Dubbels, from ONTAPORT, has offered personalized attention to those in our course. Here’s where to set up a phone appointment with him if you want VIP treatment<–
• You will not need this yet. Please do not let it overwhelm you. But, here’s where you can find further help as you progress through the course (click)<–

---

Edited and Expanded Transcript

Where Did This Course Start?

If you’ve been in my classes or if you’ve been in my hands-on workshops or journal clubs, you know that I often discuss email.

But I have been afraid to teach how to build the actual email machine that I developed over the past 26 years—a system for both becoming an expert and letting people know that you are the expert. More specifically, the idea of spending all day showing people which button to push using the software I prefer seemed like a plan for disaster.

In the beginning, when I was doing my workshops in 2011, I would try to cram into the end of my workshops what I am about to show you in the next six weeks. It was too much. I had people leave the room crying twice because they were so overwhelmed by the material.

Shame on me for not being considerate; it was just too much, too fast.

Most newbie teachers (that was me) try to teach too much. In my eagerness to help, I overloaded people.

But even when I’ve led in-depth mastermind meetings, I focused mostly on the content of emails because the content is the easy part. You are smart, have been in school all your life, and have life-and-death experiences; therefore, you have more content than you could share if you just wrote books for the rest of your life. You may not believe that now, but by the time you finish this course, you will know it to be true.

It was easy for me to teach smart people how to write down what was in their heads, but I was always afraid that if I taught them how to push buttons in the software and create the whole system, people would become frustrated by the software and not implement it. Also, the idea of a room where one person frustrates the whole class because they cannot find the right button while another was easily progressing seemed to make teaching the implementation of integration (of software with your scholarly pursuits, with your marketing) a very frustrating and unproductive task for all concerned.

Finally, after 14 years of teaching physicians how to access the content in their brains, I think I’m at least ten years overdue for sharing how to build the whole system of publishing what is in their brains. The software has developed to the point that if you choose the best software, you can build an AMAZING system about as easy as typing into a Word document.

I finally decided, “Okay, Charles, you have brilliant people coming to you for help. They’ve come to your workshops, they’re even learning some of your procedures, and yet many of them are not exploding their practice in the way you know they are capable. So, you must have the courage to go ahead and try to show them what buttons to push to make the same system you made for yourself.”

You may already know how to make videos, write an email, or even appear on television (major TV networks have featured many of the doctors in our Cellular Medicine Association group), but I am going to show you how to build a machine (a mechanism, a system) that attracts people who want what you have to offer, a system that both develops you as an expert and displays you as an expert.

A Marketing System IS an Intellectual Property

Also, this system must not be a vapor; it must be concretized as your intellectual property after you build it and continue to function without your attention.

You have your business’s intellectual properties, such as inventions, trademarks, your office (with its practices), or books, but here is something most physicians don’t think about: your marketing can also become your intellectual property. I am not talking about just your online persona, presence, and followers; I am talking about a permanent system you build that will educate, motivate, and propagate healing in people who haven’t even met you.

And the system works when you are not even thinking about it.

And it can outlive you, working when you can no longer work on this planet–becoming part of your legacy.

Course Plan

I plan to do two 50-minute sessions per week for six weeks and then take questions for as long as you want.

After the course finishes, I will give you lifetime access to the videos and the transcripts. These transcripts can be used as a reference to continue building and refining your system throughout your career.

I will show you how to use the software I like, but you do not need to undo anything you have built in another system or throw away any software you currently use. If I show you something that your software can do, then keep using your software to do that part of the course (or figure out how to do it with your software). But, if I show you something that your software cannot do (or is too difficult to do with your software), then use the software I use: ONTRAPORT. Please do not let a few hundred dollars on software keep you from potentially making millions.

I recommend running your current system and what has worked best for me (ONTRAPORT) side-by-side until you transition over to ONTRAPORT (likely) or until you determine a way to use them both. I have three different shopping carts and five different credit card processors. I have used Infusion Soft, SalesForce, Click Funnels, Constant Contact, MailChimp, and Aweber. Of those, I prefer ONTRAPORT without reservation; it does what the others cannot do in a relatively easy fashion.

Sometimes, software just goes away, or a credit card processor can balk. So, it can even be beneficial to have more than one system going at the same time in case one of the systems malfunctions.

Why Email?

As we build the machine, the software, ONTRAPORT, has only about 12 buttons to learn to implement everything I am going to show you. I will show you the 12 buttons; if you can type (or dictate into software that types for you), you can build this system.

But you do need to know the 12 buttons and how to use them.

My hope is that every week, including this week, I will show you something that you can build. Then you build it, it starts to work for you, and next week, we build another type of component that goes into your machine, and then next week, you build another type of component.

When you’re done, you’ll know how to continue building your system, which will promote you and your expertise and eventually work perpetually without further attention from you.

If you were learning to build a car, you would learn how to build engines, tires, steering wheels, and everything else it takes to make the car, and then you could make more cars. We are doing the same: learning how to build each component until you can easily and quickly expand your 5-Note Expert System (machine) that propagates your next procedure, your next book, your practice, and the partners that you hire because you have too many patients (eager to pay you for what you know how to do).

When you do that (build the system I will teach you), assuming you are good at your art, you will have more patients than hours in the day.

Email is a critical component of the system for all of the previously mentioned reasons, but largely because it is not censored. But, when I talk about email in my workshops, I see the looks.

Everybody wants to say out loud what they are thinking, “When are you going to tell me how to use social media?”

The Wall Street Journal on Email

To show you why I avoid social media, I want to read you something that’s five years old, but it is more true and applicable now than it was the day it was written. I will only read parts of it.

Wall Street Journal, January 2019:

Kids think it’s fussy, and archaic, but for brands, creators, and businesses of every kind, the emerging medium of choice [not second choice] to reach audiences is the only guaranteed delivery option the internet has left: email.

Consumer email services have been around for almost three decades, but to hear emails, most fans talk about it, which would be me, it’s not an undiscovered country, it’s just the old, has kept growing, and hasn’t been talked about so much, because everybody’s being distracted by the next shiny thing,

Twitter, whatever the next social media thing is. This is the scary part for marketers, great, and small, the algorithms that power social media represent the ever-rising cost of doing business on the platforms owned by the duopoly of Google, and Facebook.

Email allows authors to intimately connect with readers and lets brands address their most loyal customers. Budding startups develop armies of influencers. You can always unsubscribe, so it nudges you to give high quality emails so they don’t unsubscribe from you. This is huge. If you ask me would I want a mailing list with 1000 people on it, or 100,000 followers on Twitter, I would take the thousand emails all day long, because the business you get from 1000 emails will be much more than you get from 100,000 people on Twitter, or Instagram.

Smart businessman.

“The highest return on investment per marketing dollars spent, according to the Data Marketing Association, and Facebook, especially, has whipsawed marketers with ever-changing rules.”

Email is the highest return on investment per marketing dollars spent. –Wall Street Journal, 2019

This article was written in 2019. Using social media without being banned is even more complicated now,

When you break one of Facebook’s rules, and they kill your ad account and possibly make your whole account disappear, they will notify you with an email. They don’t send you Facebook messages; the social media platform sends you emails as their preferred way to communicate with their customers.

So, email is not a resurgence; it’s just being rediscovered as we become more censored.

Here’s the next part of the Wall Street Journal article:

Email success is due to a handful of factors. The first is that, like the web, it’s one of the few open standards.  –Wall Street Journal, 2019

Examples of Censorship that Will Get You Banned and Your Material Dumped

The only email platform I know that is breaking that rule and IS censoring email in the US is MailChimp. One of our providers got censored for talking about platelet-rich plasma by email on MailChimp. If you are using MailChimp, I highly recommend you export your list of people into ONTRAPORT today (just subscribe with a free trial account then call tech support about how to do the import).

I recently bought Camtasia (software that allows you to film your screen and publish the video online), and after buying it, I also paid an extra $150 for stock pictures, graphs, videos, and such that I could integrate into my own videos.

After I bought it, I read the disclaimers, which said you could not use it to “advertise health care!”

If I did that, I could lose the material I made, face a lawsuit, or both.

It was a very short sentence. You could use their stock photos any way you wanted unless you were advertising pornography, condoning violence, violating privacy, political ads, tobacco ads, or health care.

Advertising health care is right up there with condoning violence.

You may ask, “Why is that?”

I know by experience.

I built my first website in 1998, so I know from 26 years of experience that it went from you could say online whatever you wanted to say, and Google click ads cost 10 cents a piece, sometimes two cents a piece, to where now I’ve been banned from advertising on every platform and lost a whole YouTube channel—for talking about medicine and health!

EMAIL: No one controls it, and no company can get between a sender, and its recipient.

I even tried to do an OnlyFans account where I was just going to talk about sexual function and how it relates to medicine, and I had my clothes on, but I got banned. You cannot talk about health care, even on OnlyFans. The company’s afraid if someone has a bad outcome, the attorneys won’t just go for you; they will go for OnlyFans, or Pornhub (who also won’t run my ads about health), and Instagram, Facebook, and Twitter. All of those platforms have banned my ad accounts.

I didn’t start getting banned until about 2008 or 2009.

They started killing all my stuff, including a whole YouTube channel and all my ad accounts. So, since about 2009, I haven’t been able to run one ad about my medical practice or procedures. Yeah, I know you can get around it by advertising other stuff. There’s a way around it. But then, one day, you wake up, and it all disappears.

If you want to grow your medical business directly, especially if you’re doing things that have to do with touchy subjects like sexual function, off-label use of a medicine (even when supported by research), or if you’re talking about PRP or regenerative therapies, you are blocked.

But no one is controlling emails because that’s still considered independent–as if you were writing a letter to a friend. Emails are still considered private.

So, if you write an email and a patient comes to see you, and there’s a bad outcome, there’s no huge platform like Facebook (with deep pockets) that’s going to be drug into court. It’s just going to be you, the doctor.

So, that’s why email is still uncensored.

The Wall Street Journal Points to the Frightening

Here’s the next (frightening) sentence in the Wall Street Journal article…

“Another factor is a dawning awareness that social media may not be particularly good for our mental health, and our democracy.”   –Wall Street Journal, 2019

Now, I’m not going political on you, but I will be transparent and tell you why it worries me to even pursue supporting Facebook by buying ads.

This quote is from the Wall Street Journal from 2019. So, this is pre-COVID, before we knew about Facebook censoring citizens to encourage people to get vaccines and to cover up the facts regarding the laptop of the then-Vice President’s son (affecting an election). Even before those events, this is the Wall Street Journal talking about social media, pre-COVID, is a threat to our democracy because of the censorship that happens on social media, “leading to a wave of users scaling back and even opting out entirely.”

Email Feels Healthier

I’m not sure what happens with you, but when I go onto social media, I often leave feeling beaten up, like I stepped into a mud puddle (or worse), and like my brain needs a bath, and I lose ten of my already less-than-desired IQ points.

Do I really care that some famous person’s dress malfunctioned and her breasts fell out while walking the red carpet? Or that someone famous is divorcing, marrying, or cheating on someone else who is famous? It feels like the same gossip that happened on my school bus in high school, except more X-rated.

Here’s what the Wall Street Journal had to say about that:

The things that drive people to subscribe to, and open emails are very different from those that motivate them on social media. Email, by contrast, can feel healthy, says Robin Sloan, a writer who started an email newsletter, like a blog delivered to the inbox, almost 10 years ago.   –Wall Street Journal, 2019

What about paid services like Substack?

You may have Substack accounts that are not being censored, and I don’t want you to discard them; in this course, I’ll tell you how to amplify the effectiveness and profitability of those accounts like crazy.

What about the new bots?

He mentions bots in this Wall Street Journal article.

Bots demand and give immediate attention. You interact with a bot, but then, if you’re too busy, you get distracted, and it goes away. It’s still not long-form. It’s not a letter. And it’s not there for you to read 10 minutes from now when you have time to think about the subject.

Your mother would not communicate with you using a bot. Email is much more intimate and capable of offering a deep message.

So, I don’t want to be redundant, but I also don’t want you to discard perhaps the most valuable marketing tool you have because it seems old-fashioned.

Goals of This Class and Why It Really Costs You About $4,000 a Lesson

You can not do miracles unless people know what you can do and then come to you for help.

So, let’s revisit the class goals, how I intend to structure it over the next six weeks, and why it is really costing you about $4,000 a lesson.

My goal is to help you build your machine, your system, one component, or maybe sometimes two components at a time. Focus on a component per week. And after we’re done with the class, you can add more components of the same kind.

You learn how to make the tire. You can make tires all day long for your other products, and services, or for your new partner you hired, or more tires to carry the same idea.

Your real goal:  As a physician, to heal people.

Leonardo da Vinci said, “I want to do miracles.”

I think it’s okay to say that that’s why we went into medicine. My heroes were Moses, Jesus, Gandhi, Leonardo, and Benjamin Franklin, people who did miraculous things. I practiced magic as a kid because I wanted to do miracles. Then you want to be rewarded financially for it, and you want immortality. You want to leave a legacy, a type of immortality on this planet, for the miracles you do.

To do miracles, people need to know what you can do, or they cannot accept your offer to help with what you know; they will not show up for your help unless you can talk with them without being censored.

Now, if you want to communicate with people uncensored online, you have very few options: websites (containing photos, videos, and words) and emails. That is all you have.

The Real Cost of This Class

You’re making at least $1,000 an hour. Maybe not every hour, but in the course of a day, on average, you make at least $1,000 an hour. If you’re not, you will be by the time you finish this course. Many of you’re making much more than that. So if you sit here for two hours, that’s at least two grand in opportunity cost.

Plus, you need time to prepare or review the class content. So, what you paid to register for this course is only a minor fraction of the total cost.

I’m going to give you homework for each lesson, which you can probably complete in about 30 minutes, give or take.

I’ll give you reading recommendations between some of the classes. Of course, it costs you about four thousand dollars (at least) per class, per opportunity cost, not out of your bank account, but you could be doing a procedure or hanging out with your spouse or children instead of this.

And so, my goal is that you increase your income by that much per week of the class. I don’t want you to see $4,000 two years from now.

I want you to see money coming in, people finding you, miracles being performed, and more money coming in because you took this class. But that only happens if you do the assignments and practice what you learn.

I recommend you spend thirty minutes a day on the practices or at least one hour one day per week (that is marked off and protected on your schedule).

All Cash Practice vs. All Insurance Practice

So why is email an important part of the cash component of the cash practice and less important to an insurance-based practice?

If you accept insurance, people can find you because you are on a list of providers who accept that insurance. They may, perhaps, find you by word of mouth because you did something great for someone else, but if you do not accept their insurance (see them because they already paid many thousands of dollars to your pimp), they will go somewhere else.

When people look at that list of doctors who accept their insurance, insurance is pimping you out to turn a trick who already paid the pimp (insurance), and now you are agreeing to turn that trick for whatever the pimp wants to pay you because you fear that without the pimp (if you do not accept insurance) no tricks will come to see you. Therefore, you go broke.

If you are willing to tolerate the pimp-prostitute relationship,  you still may not get paid at all if you do not follow the pimp’s many rules with documentation. You have to call and beg the pimp to pay for medications and testing that you consider necessary. And you have to hire someone to help you follow the pimp’s rules, giving up painful percentage of the money you made.

The cost to the patient (the trick) to be in your office is the same as a trip to the coffee shop, a $20 copay that’s like a token courtesy of buying your prostitute a drink before he/she services you.

Since the laws favor the pimp (who gives large amounts of money to your senator), so you go to jail if you don’t get your paperwork right. I know of two doctors within a short drive of my office who went to jail, and in both cases, I do not think they intended “fraud”; instead, the person doing their paperwork just made mistakes. But, if the pimp does not pay you because you were slow to file or because you left the social history off of your documentation, there are zero consequences to your pimp.

And if you don’t follow the rules, they collect money from you as a fine (and find another replacement for you because they have more doctors than they need coming out of medical school), especially now that we have ten states where nurse practitioners can practice without the physician’s supervision.

And so the market is becoming more and more flooded. Your pharmacist is giving out vaccines. And now, people can legally buy a doctor’s prescription and order the drug online. I think many forget that the doctor practicing this way as late as 2006 risked losing their license to practice medicine and going to jail. That was not a thing 20 years ago.

If you charge cash to one of your patients for something that your pimp should have collected the money for, as in covered by insurance, you can go to jail.

If you have that sort of practice (no cash, all insurance) and it’s that easy for someone to come to see you, then you do not need to learn how to use the 5-Notes System, and email is not as important. Just be willing to accept what your pimp pays you and do not offer services not covered by insurance (even when supported by the research).

---

What is the First Step to an All-Cash Practice?

Hundreds of physicians have attended my hands-on workshop. For the past 14 years, I have taught them my PRP procedures, like the Vampire Facelift®, the O-Shot®, and the P-Shot®. I also include some marketing so they can attract people who may benefit from those procedures to their offices.

But just using that piece of it, people have transitioned to an all-cash practice (which I did back in 2003).

And I think, well, what are the steps to doing that?

Because I did it very abruptly in 2003, I took my house—it was almost paid for—and gave it back to the bank and started over.

I fired all my patients and conducted clinical trials for six months until I could charge cash to patients (Blue Cross included a six-month noncompete clause in my contract).

Then, I started over with a very low income on all cash.

I don’t recommend you do that. It’s not fun; it IS embarrassing.

But because of that experience (I’ll spare you all the details), I learned some things. Then, watching, I’ve also learned from our providers, who have come back to me and told me what they did, and I’ve put together some ideas about the first, second, or third steps.

If I were going to draw you a map to an all-cash practice or draw you a map to having more and more cash procedures in your office so you don’t need the pimp, and the pimp won’t send you to jail if you collect money for, what would be that map?

What would be the first step?

Well, the first step is that you need to be able to communicate in an efficient, mostly free way to people who need you, what you’re able to do for them and not entice people that you cannot help, and do it in a way that does not take your money, and does not take a huge part of your time.

For example, you may have time to write an email once every week or two, but you may not have time to post on social media ten times a day (what most do who are successful on that platform).

However, if you only write one email a week, you can build a system to automatically send emails daily to different people for different reasons at exactly the appropriate time, depending on the time of day and when they need the exact message you are sending. 

So, in that map to an all-cash practice, you are now looking at the first step–building an email machine, an expert system that ties. your knowledge to web pages, emails, and images (videos and photos).

You may have an all-insurance practice.

That’s OK.

But when you learn this system, you can expand the parts of your insurance-based practice that you do best and add an all-cash component.

And that helps your soul and your bank account.

---

Rule: For Cash, You Must Do Something Better than the Doctor Who Takes Insurance

If you’re doing something for cash, which is a big part of what your emails will educate people about, then you have to do something better than the person who takes insurance.

Why would you want to do anything in medicine if you’re not at least as good as anybody else on the planet?

The planet’s pretty small now. You can fly first class anywhere in the continental US for maybe a grand, which is less than many procedures your people are buying.

And if you want to fly in the back of the plane, it’s less than the price of a good hotel room to go anywhere in the US. So you need to be as good as anybody at what you do, which means you may need to trim down at least the things you want to be doing.

Off Label, but Strongly Backed by Science, is a Place to Look for Cash Procedures and Practices

And then there’s the off-label part that insurance won’t cover, like the off-label use of Wellbutrin for sexual function. Somewhere around 40% of medications that are prescribed, 25 to 40%, depending on which research article you read, are off-label but backed by science, often because it’s an orphan indication, like testosterone for women will probably never be approved, because to prove use, you have to prove satisfaction, which is a much more difficult in point than firmness of erection, which is objective, and satisfaction is subjective.

So, no one will ever spend the money to have an on-label form of testosterone for women. So people have started for cash practices because that creates a little pocket that’s strongly backed up by science but not necessarily covered by insurance. The other pockets are non-covered procedures like our platelet-rich plasma procedures or cosmetic procedures, labioplasty, lifestyle advice like weight loss, and such. So that’s something many of you, probably all of you, are doing, but that’s just a mention that will show you those are the sorts of things that your pimp is not going to connect someone with.

So, you need a way to do the content.

Birthdays and Car Sales

Again, this course will include a section about content, but this course is also about the mechanics of building the machine that delivers the content. There’s sending an email (simple); this course is more about building a multifaceted machine. In today’s lesson, I’m sharing the first small but very profitable component of the machine/system: an email that I wrote over a decade ago that I send to people every year on their birthday (without having to think about it).

Think about that idea: if you have 3,000 patients, you will schedule 3000 emails to be sent every year that will almost always be read because it tells them to come in for something special because it is their birthday week.

I’ve already written the email for you. You just change the name, change the link to where it goes to your website, and change the phone number, and it’s done.

But how do you make that a part of your email machine (to go out at exactly the right time every year for each patient)?

I’m going to show you how to do that today, and that’s going to be your assignment for the next week: every time someone comes into your office, an employee will enter that person’s name, email, and birthday into the system.

This should be a reliable employee. Otherwise, they will put the letter “O” instead of the number zero when it’s appropriate and a dash instead of an underline when it’s appropriate. On average, each name will be worth at least $2,000 a year to you (possibly much more). So, you lose if this is done haphazardly.

After the data is entered, that patient will receive an email a week before their birthday.

If you have 3,000 patients, think of 3000 people sitting in a room.

After you set up this birthday email as part of your system, you won’t communicate to 3000 people sitting in a room, but over the course of a year, you communicated with that many people and tacked onto that birthday message is going to be advertisements about your latest thing that you most want to offer. And I’ll show you how to swap that favorite thing out very quickly and easily.

Again, it’ll be less than 12 buttons. You have to learn how to push. You can’t do that with Substack, but you keep your Substack. You might be able to do it with the software you have now. You may be already doing it, but that’s where we’re going to start as part of your mechanism. In the process of showing how to do that, you’ll learn how to do much more.

Why this Birthday Email Matters

Joe Girard holds the world’s record for the most cars sold in one year. He also sold millions of books on selling. His best, in my opinion, is the book How to Sell Yourself.

He attributed much of his success to staying in constant contact with his customers (so they came back when they wanted the next car). This was in the 1970s –before the internet. One of his favorite ways of staying in contact was sending birthday cards.

If that won’t do it, you can sign up and see how I do it. The video will show you how to start adding emails to your machine.

Once that’s in there for a patient, they may slip off and get Botox from somebody else, but then they’re going to get their birthday email and come back to you.

Preview of the Upcoming Lessons

Week 2

I’m going to show you how to make a web page in 30 minutes or less.

This will be a way to combine whatever the search engines think best in your town, whatever the search engines think best about the particular procedure or product you want to talk about, and use that combined with an outline that I have—maybe the AI, maybe not. You wind it with a website so that now your email or web page and your emails have something to connect to. So there will be some buttons to push, but not many.

It’s really copy, paste, edit.

And if you want, you can even get the AI to edit it for you. And then you put your spin on it, and then you copy-paste it onto a page, and then how to link that to an email.

And I also want to show you how to add forms that grow your list.

Week 3

Week three will be about how to schedule automatic follow-up emails post-procedure.

I have a series of three emails that I’ll give you that will go out at the appropriate time if you have a new botulinum-toxin patient. But all those things you’re saying to your patients post-op could be put into an email.

Say they have a labioplasty. What do you tell them? You give them something to take home, of course. But then what if they get an email that you wrote five years ago that says, “Hey, remember we talked about this and this and this. And if you see this, tell me and shoot me a picture.”

They got another email three days later that told them what to watch for, and then another two weeks later that said, “Hey, I hope you’re doing well. Give me a call or text me a picture and let me see what we did. ”

Whatever you wanted to save to them at whatever intervals would be pre-written once and sent out automatically afterward.

You may think, “Well, I’ve already got their money; why do I need to do that?”

Of course, they’re going to read those, and the PS will tell them about other things you do.

In the end, you have better outcomes because, of course, research shows they forget half what you tell them post-procedure anyway. You could connect it to a video if you want, but you have better outcomes.

But now they’re also used to reading your emails and realize they are not ads. Your emails contain important information that is timely, helpful, and encouraging, so they will start to look forward to and open them.

Always remember, people, the first thing they look for is who the email’s from, and if you teach your people that the emails coming from you are worth opening and when they open them, their life will be better, and they’ll get something for free every time.

It may not be pennies falling out of their computer, but something that’s worth a lot to them. Every time they open an email, they’ll look at them all. So outcomes will improve and it will be set up automatically. Literally, it’ll be one button-to-click that someone in your office could do for you, and I’ll give you some examples and some templates for that. I’ll give you my three templates for my post-botulinum toxin emails that go out one day, two weeks, and three months after the post-first procedure.

Next Lessons

Then, I’ll discuss some note-taking methods that I’ve developed.

You have been taking notes for your whole life, but there’s a method that I’ve been studying recently that I wish I had known. I wish I had been taught it in about the fifth grade, but I’ll just tell you the book is called Smart Notes. I have read the first and second editions, studied it, and practiced it for about three years now—it beats every other note system ever.

I’ll show you how to use that technique to automatically create the content for your emails, your book, and your next paper from your notes. So that’s pretty much the only lesson that’s primarily about content, and we’ll do that one in lesson four.

Next Lessons

Then, we will cover how to write emails, which will come from lesson four, how to actually make the email itself a product, and how to do webinars.

Of course, this webinar will be a product, so they won’t have the benefit of the Q&A time that you have, where I can answer specific questions that you guys might have.

This will eventually be put on the website and become another product. However, there are other ways to do it that are even simpler than I’ve done.

Before we even had YouTube, we just had teleconferencing. Remember that? Before we had podcasts and webinars like this, you had teleconferencing. There was no visual. So I’ll show you some products I made over 20 years ago that are still rolling and still supported by emails, automatic emails, where basically the email is the product.

Bonus Material

And then the last bonus, which is not officially part of this class, but I decided I’m really letting you down. Some of you have heard me talk about profit models and how much more important they are than… they at least need to be implemented into your business plan. The profit models are subsets of strategies that live within your overall business plan that give you a way of doing more with less basically, and the side effect is more people get well, and you wind up with more money in the bank.

But there are specific ways to implement this email machine we’re talking about, to structure it so it’s built and keeps running automatically after you build it to implement these various profit models. So that’s the overall view of it.

A Critical Concept Behind the Curtain in All that We Will Do in this Course

I will tell you why Taylor Swift is a billionaire.

It is not because she can sing or write songs. Thousands of beautiful women can sing and write songs.

I spent $5,000 on a Jay Abraham course, and one man who was in the course was the man who helped make Taylor Swift famous. Taylor Swift is the daughter of a doctor, and the doctor paid this man 250 grand a year to make her famous until Swift became famous. After Taylor was famous, they handed her over to a big-league manager.

And I was in a two-day course with him. We had lunch together and he told me the story of his work with Taylor Swift.

Well, how did he make Taylor Swift famous?

It is not mysterious, not hidden, not complicated, but most musicians will not do the same thing that she did.

Most musicians want to be famous and buy groceries because they can sing well and play an instrument. But few make a good living playing their music.

Here’s the secret: there is no song that you can sing that will make people follow you around the way the Swifties follow Taylor Swift around. There is no talent that is talented enough to result in her degree of stardom and profit. They follow Taylor Swift around because her music and persona tell a story–an ongoing story. Not keeping up with her next song or not seeing her next message on social media would be like missing the next episode of Game of Thrones for a true Swiftie fan. So, it’s a “personality, hero-story” type of marketing.

It’s personality marketing, and in my opinion, without it, you can have a song good enough that you might hit the top 40 and you get enough for having a nice house and whatever drugs you want to take for a short time. But if that’s all you do is just your music, you’re going to eventually be living under a bridge doing your drugs with other homeless people unless you develop a personality that people want to keep track of.

Now, you don’t have to do stupid things like a Kardashian balancing a champagne glass on her booty or other unspeakable that have made them famous. But your people will follow you around because you’re their version of the Mayo Clinic newsletter with a face on it. They want you to be their heroes, so they will keep track of what you read, the classes you go to, the things that happen in your office, the people you hire, and your family. They want to be voyeurs and follow you.

And so you don’t have to be an exhibitionist. I don’t even think it’s best to share your hobbies, but you share what you’re learning, and then your patients follow your scholarship, your scholarly and doctor adventures, and your trials as a healer. You become another series that they’re watching. The side effect is they come to you to find the healing; they get healthier and your bank account grows.

That’s how Taylor Swift became famous.

There are plenty of good singers who have jobs as second-grade school teachers because they can’t sell their music because they’re trying to just sell their music.

I’m not bragging; I’m just telling you that I spend 50 to 100 grand a year on books and 50 to 100 grand a year on software. And I throw most of the software away.

There is Freedom in Tedium

I just spent an hour explaining why I would like for you to suffer through learning 12 buttons in some software (ONTRAPORT) and the ideas about how I use them.

Once you get a few basics down, like learning to play the piano, here’s a middle C, and here’s A and B, here’s a C chord. You can play most songs with a C chord, a G chord, and an F chord (maybe throw in E minor and A minor), but you can’t go perform for the symphony. So, I’m not going to turn you into a symphony player, but I can teach you how to play most of the things you need to do on your email instrument–and it will be all that is needed to potentially make millions.

Reason #1 Why You Should Not Hire Someone to Do All of This for You

I want you to know where you’re headed because what I’ve seen in my workshops is that as soon as you show people the buttons, they glaze over, and they think, “Why do I even need to learn to do this? I can hire somebody to do it.”

You really can’t, in my opinion. I’ve tried hiring people, and the reason you can’t is that when you have an idea about something, you transmit what you want and then wait for somebody to do it, at least within the realm I’m talking about. I’m not talking about what your nurse does for you, your front desk person, or even the person who might be buying ads for you.

But for the machine I’m talking about, your time from implementation to deploying the technique should be measured in minutes.

It’s that simple.

After you learn it.

And if it becomes more than that, it never gets done. The machine isn’t ever built. So that’s one thing.

---

Let’s say that you’ve subscribed to a magazine, and the magazine comes in the mail.

This is a physical magazine, and you open up, it’s nothing but advertisements, nothing. There’s no entertainment; there’s no information that makes your life better. It’s just advertisements. Well, you get that, there’s those little packs, it’s just a pack of cards and all advertisements, but really it goes in the garbage can. Back in the 70s, we called it junk mail, and you’d get a whole mailbox full of stuff, and you might scan through it.

Most of it you chunked unopened.

That’s what the emails become for most physicians.

They’ve become full of ads trying to get people to do something by somehow giving a discount, and they go unopened. If you’re providing value, then you’re like the magazine that comes, and people will tolerate the ads. They’ll even be interested in them because they are audience-focused.

One way to know who’s reading a magazine is to look at the full-page ad on the back cover. This will tell you the person’s personality.

In the same way, I’m going to show you how your ads can live in a content-rich email.

You can say, “Well, the birthday email is sort of an ad.”

Not really, because you’re saying happy birthday to them, and if you look at the email, you’re giving them $50, $100 off whatever you decide, so you can say, “Well, that’s just an advertisement.”

No, it’s a gift certificate attached to you recognizing them as having their own special holiday once a year.

Now let’s say that you have, and I’ve talked about some of the special stuff that we’re going to do, but you still have your basic email letter that goes out to all of your patients, or if you have a Substack following, you have that. So what do you do with that? Well, there are ways to monetize it, and one of those ways I’m about to show you. This is the part that your constant contact and even your Substack cannot do for you. You still have your Substack email, and if you’ve got emails that you’ve written with your SPA software or whatever you’ve got, don’t throw it away.

But imagine that if you had a magazine that did this, you would get an issue on January 1 of whatever. We’ll call it Time Magazine, I don’t know, Charles Magazine. It comes in January, and then you get another one. It comes once a week. You get one on January 14th and January 28th, and then someone else subscribes to Charles Magazine, your newsletter.

Well, if it’s a Substack, the next thing they get is the next Substack, or if it’s a magazine, we’ll keep with the magazine metaphor. The next issue they get would be the first week in February and then the second week in February. They wouldn’t get those back issues unless they bought them somewhere on eBay or something. Well, every internet marketer I ever studied with, every internet marketer I ever met who makes even a million or more, doesn’t do it that way.

They have their main email that goes out when they have something new to say, but then they also, if you subscribe to the… Imagine if you subscribe to let’s say, Wall Street Journal and you got today’s issue, the 23rd of June, but then also you started getting January 1st, January 2nd, January 3rd, January 4th, or if it’s weekly, you’d be getting them every week starting with the first week in January. And you still get the next issue, which would be June the 30th because you got June the 23rd and you still get the next one, June the 30th, but you also still get every week those other previous issues, would you unsubscribe?

You wouldn’t if every issue was content-rich in a way that motivated you to do what you want and need to be doing or instructed you on how to do something that you did not know to do. That’s what an email machine would do. So even if you just wrote an email once a week for six weeks and then you stopped, then your next patient would get the one that you wrote now six or seven weeks ago on the day they came to see you, and then they would be subscribing from the very first issue. So you could have emails that you wrote, and I do, 10 years ago, going out to just the right person at the right time.

So how does that happen?

Let me show you one more example before we start pushing buttons because I’m still fearful you guys will say, “I don’t want to push buttons. I’m out of here.”

I want you to see why no one else can really build this for you. They can make a stab at it, but they can’t build it as well as you can.

And if you can type a Word document and learn about 12 buttons to push, you can do this.

This is a webpage made for patients who might be interested in the O-Shot® procedure. There’s a place for them to subscribe and start receiving something. We’ll talk about that later. Part of what I’m going to teach you is how to easily add one of those forms to the webpage.

Literally, if you can copy-paste, you can do that.

Don’t let that scare you. You don’t have to know one bit of code, just copy paste.

But let’s say when a doctor lands here because they heard about it somehow and they click this button, now there’s a form here. This form is for a physician who might be interested in learning how to do the O-Shot.

Now, what happens if they fill out this form?

[For this section, see the video on this page]

Again, I can show you how to make this form while you’re drinking your coffee at Starbucks. It’s not difficult. If you can copy and paste it, you can make a webpage with this form on it.

Now, when someone fills out this form, then here’s what happens. Some of you might’ve filled out this form if you became an O-Shot provider, but you might’ve filled that form out to see if you are interested in doing the procedure. Well, when you did that, that form is another reason I like Ontraport. It not only sends you this first email immediately, but it also tells someone on my staff to mail you a book about the O-Shot and some research.

So you can have a series of events that happen because they are triggered, and the order is exactly how you want it and timed when you want it. So I first tell someone in my staff to mail you a book, then it assigns your name to someone who works for me, who calls to see, “Hey, who are you? Are you really a physician? And if you are, is this right for you?” And they talk to you and help you figure out if that’s something you really want to do.

There’s a way to make it send postcards and text messages, but I want to get to the email part. That’s what we’re talking about.

But the main thing is that you cannot do that functionality with Substack or Constant Contact or AWeber or MailChimp, and it’s as easy as typing in the instructions and clicking two buttons to make it happen to tell your staff to do something.

Imagine you have a Substack email list, or you have an email list that’s already on your SPA software that you don’t want to get rid of, and someone gets an email. Well, you could send them… Okay, they’re already on your Substack or your SPA software. So you could send them an email that takes them to a form like that where if they’re interested in it, they then get put on a list of emails that are just specifically for someone who has that interest.

So I’m not sending these emails to people who want to know about the P-Shot or to patients who want to have an O-Shot or a P-Shot or botulinum toxin or to one of my internal medicine patients who had hypertension, diabetes, or obesity. This email is going only to doctors who are interested in whether or not they would like to provide an O-Shot to someone. So you’re able to take a list of people or people who are not even on your list yet and stratify them into particular interests and then send them exactly the right message at exactly the right time. So then they get that email. Now, if you look, those emails go on and on and on and on until day 629. I did not sit down and just write that many emails.

How the System Grows

The very first doctor who was interested in providing the O-Shot to a patient. I wrote them an email, and that’s what you would do if you were writing information to someone. Like my accountant and my attorney, they don’t want to text me or tweet me. They want to send me an email. That’s how serious people talk about serious stuff.

So I would send them an email.

Now, after I did that first one, I stacked it up so the next time someone filled out the form, I didn’t have to do anything. My 5-Notes System sent the email to them automatically.

Now, the next time I write an email, I stack it as well, but in some of those emails, maybe I decided my second one was better than the first one, so I might change the order like that. And I might decide this one’s no good and get rid of it because now I wrote this one that’s better so I can change them.

But now, if someone fills out that form, unless they unsubscribe or unless they buy, if they decide to take the training, then this will stop automatically. It will stop. And then, they will be given a series of emails that went like this: the first time someone decided they wanted to learn the O-Shot, I sent them an email that said, “Hey, you should go here and log in, and you should know about this and this and this.”

And then I never wrote it again.

Then, the next time someone signed up to learn how to do the O-Shot, I had it where this stopped automatically, and they got that first email.

Now, how would that apply to your patients?

Let’s say someone’s interested in labiaplasty. Let’s say you send out a Substack message about a certain kind of labiaplasty, one that’s for patients, and this one happens to be for patients. If they’re interested, they click a button. Well, now the button could take them to a page that talks about labiaplasty, let’s say, for phimosis from lichen sclerosus.

Then, if they’re interested, they may not have time to call. They may be sitting at work on their lunch hour, which is very commonplace for people when they’re looking at their computer. Rather than call you and talk about their phimosis with much embarrassment with their colleagues in the cubicle next door to them, they fill out a form like what I just showed you. And now they don’t just get your next Substack message or, if you built it in Ontraport, your next general newsletter message; they get an email immediately that talks about phimosis and may be connected to a video.

So that’s an example of how if you just tolerate the buttons I’m going to show you how to push, very soon what you have is hundreds, sometimes thousands of emails going out every day even though you haven’t maybe written an email in the past month. Not only are they going out every day, but they’re also going exactly to the right person at the right time about whatever they’re interested in that day or about whatever they should be thinking about because they just bought or had something done by you.

This is where it starts to feel overwhelming, but it’s just an email at a time, a message at a time, a note at a time. And it’s not even writing them. That’s why I call it making or building because none of it is literature. Most of it’s copy-paste, and all of it’s already in your head because it’s what you’re saying to patients every day, and it’s what you’re reading or what you already know. 90% of it’s what you already know.

You cannot really hire someone to do it for you because they do not know what is in your head.

It’s easy if you learn a few buttons and are willing to sit down. Instead of sending one message, you can click a few of those 12 buttons and make it work automatically.

You can see that once you do this for even a few weeks, things start to change. Do it for a year or two, and you have a machine—a self-working, powerful system.

You can’t even really put all the stuff that’s happening simultaneously in your brain. And then you have to hire a partner to help you take care of people. Or what I recommend you do is start seeing less of the problems that are less satisfying to you, and you start to cater more to the problems that people with those problems who are more satisfying to you and more in line with your expertise.

So, your practice evolves until you see more soul satisfaction and profit with less work and more time for family, the things outside of your career that give you satisfaction.

I know that’s a lot of buildup, but I feel, and I can’t really see faces well because of the forum we’re in, that it’s hard to comprehend what this is possible, what’s possible with all this.

I hope that’s enough to help you decide to stay with me. By the end of the six weeks, you’ll have your machine well underway.

References