Hey Dr. Stephen & Dr. Pete,
With that said, let's get to business.
I've read through Dr. Dave's notes from your previous conversations and spent some time auditing TRP's marketing—website, ads, funnels, competitive positioning. I found dozens of optimizations that could make a real difference.
Immediate priority: Filling the upcoming March event. This is a solvable problem with the right campaign infrastructure—but you need volume (10x more creative than you currently have), better targeting, and a conversion path that actually works. We can move on this fast.
At the same time, we'd want to run something like the Ask Method on your current clients and exited clients. Gather the data, analyze it qualitatively and quantitatively (AI makes this fast now), and build a plan to stop any bleeding on the back end.
Solve both problems in parallel over 3-6 months, and you'll see a tremendous unlocking of growth over the following 6-12 months.
Details below. Looking forward to digging in together soon.
The Core Strategic Shift
Generic doesn't work anymore.
We're in a trust recession. Prospects are skeptical, overwhelmed, and tired of vague promises. The old playbook—broad messaging, generic videos, feature-heavy copy—isn't cutting through.
Everything about TRP's new marketing strategy needs to revolve around two things:
This applies to everything: video content, ad copy, product descriptions, event messaging, website copy. Specificity builds trust. Outcomes drive action.
A Few Relevant Highlights
| ~2 Years as Acting CMO | Health Experts Alliance |
| $10M+ in Chiro Ad Spend | Facebook & Google for chiro practices |
| 250+ Practices Served | Running my 7-figure agency |
| Dr. Pat Gentempo | Direct collaboration on marketing strategy |
| Dr. Tony Ebel | Built and ran Pediatric Experience ad campaigns |
| Dr. Axe | Multiple engagements |
| Dr. Pete Camiolo | 8+ year relationship |
What I'm Seeing (The Hard Truth)
I've completed a comprehensive audit of TRP's marketing presence—website, Facebook ads, funnel structure, competitive positioning. I've also reviewed competitor campaigns to understand where you sit in the market.
The findings are concerning.
The Three Critical Issues
1. There Is No Marketing Machine
TRP has grown through organic content (the podcast) and word-of-mouth referrals. That's admirable—but it's hit a ceiling. You've experienced two years of flat client growth despite revenue increases from price hikes. That's a treadmill, not a flywheel.
What's Missing:
- No scalable lead generation engine
- No automated nurture sequences
- No clear value ladder (entry offer → core offer → backend)
- No systematic way to convert warm leads into strategy calls
- Untapped partnership and referral channels
2. The Funnel Is Leaking (Badly)
If NETMO is negative for the first time in company history, you don't have an acquisition problem—you have a retention problem. That's more dangerous. Acquiring new clients while existing ones leave is like filling a bathtub with the drain open.
Questions This Raises:
- Why are people leaving?
- At what point in the customer journey do they churn?
- What's the actual lifetime value, and is it trending down?
- Are there specific cohorts that retain better than others?
Fixing acquisition while ignoring retention is throwing money into a hole.
3. The Offer Is Invisible
Your website and ads fail the "stranger test"—if someone lands cold, they cannot understand:
- What you sell
- What it costs
- What results they'll get
- Why they should trust you
- Why they should act now
The current approach is: Listen to 340 podcast episodes → Maybe book a strategy call → Get on a call with no clarity on price or deliverables.
That's not a funnel. That's a gauntlet.
Specific Issues:
- No lead magnets (no way to capture emails from the 99% who aren't ready to book a call)
- Hidden pricing (creates friction and disqualifies you against transparent competitors)
- Vague deliverables ("systems," "coaching" — what does that mean?)
- No guarantee or risk reversal
- No urgency or reason to act now
- Feature-heavy copy instead of benefit-driven messaging
The Three Growth Channels
Every business grows through three channels. Right now, TRP has significant untapped potential in all three:
Organic
340+ podcast episodes that aren't systematically converting. No clear path from discovery to booked call.
Paid
Minimal presence. You need 10x more creative to find what converts. Testing one idea when you should test fifty.
Partnered
This is your strongest channel—and there's real opportunity to further strengthen it and leverage it across the other growth channels.
The AI Opportunity
Here's something I'm deeply passionate about: AI is fundamentally changing how businesses operate—and most companies are going to get left behind.
I've been building with AI for three years now—from fully automated voice agents that book appointments and handle patient communication, to Claude Code workflows that automate entire marketing operations. I've also used it to automate significant parts of my own life, freeing me to spend maximum time in my unique genius doing what I love. My creativity is flourishing, my productivity is exponential—and I'm passionate about packaging this up and making it possible for other entrepreneurs, especially chiropractors.
What I've learned:
- 10-100x leverage is real. Tasks that took hours now take minutes. Content that required a team of writers can be produced at scale with the right systems.
- Empowerment, not replacement. The AI revolution isn't about cutting people—it's about giving chiropractors and their teams superintelligence that makes their lives easier and their missions more powerful.
- Collective intelligence is the future. I'm building systems that aggregate learnings across hundreds of chiropractors—every insight, every campaign result, every optimization—and make that intelligence available to every practice in the network.
The agency model is evolving into something better: AI agents that do the heavy lifting, learn from the data, and get smarter every day. I'm building this for chiropractors right now—and I believe TRP is uniquely positioned to lead this transformation in the profession.
Modern companies that want to thrive must build AI into their DNA. Not as a bolt-on, but as a core capability. I'd love to explore what that could look like for TRP.
The Bottom Line
Right now you're dealing with:
- Negative NETMO for the first time in company history
- Fundamental friction in your website, funnel, and offer clarity
- Three growth channels that are all underperforming
- A retention problem that's erasing acquisition gains
This isn't about running more ads—it's about fixing the growth engine at every level. Organic, paid, and partnered channels all need work, plus some fundamental infrastructure that's creating unnecessary friction and slowing everything down.
Fix the front end (acquisition across all three channels) and the back end (retention) in parallel, and the revenue impact could be dramatic. We're talking about unlocking growth that's been bottlenecked for two years.
Questions for Our Conversation
If you have a chance to prep answers to these before we meet, we'll be able to make the most of our time together. No pressure—just whatever you have handy:
The Numbers
- NETMO Breakdown: How many new clients per month? How many churning? Current trend?
- Product Tiers: What are the actual offerings? Pricing? Commitment lengths?
- Lifetime Value: What's the average LTV per customer? How has this changed over time?
- Retention: What's average retention length? Has it changed in the past 2 years?
- Practice Size: What size practices do you primarily serve?
The Customer Journey
- Why do they join? What's the trigger that makes someone book a strategy call?
- Why do they stay? What do your best clients say about why they continue?
- Why do they leave? Have you done exit interviews? What are the patterns?
The Sales Process
- Who does sales calls? What's their process? Script or intuition?
- How are leads generated today? (Podcast, referral, ads, other?)
- Event Model: What are you charging for immersions? Historical attendance? New vs. existing member mix?
The Infrastructure
- What CRM is actually live? (I've heard both Infusionsoft and HubSpot mentioned)
- Who edits your content today? Who runs ads? What's the monthly ad budget?
- Where are all the testimonials? (Video? Written? Organized or scattered?)
- What's the current marketing strategy? (Documented plan or ad-hoc?)
What I Have Ready for Our Conversation
This document is just the summary. When we meet, I'll have full reports ready to walk through together:
- Competitor Ad Analysis — Side-by-side breakdown of your ads vs. what's working in the market
- Website & Funnel Review — Page-by-page friction points and conversion opportunities
- 80/20 Quick Wins — The highest-impact actions you could take right now
- Form & Positioning Fixes — Specific copy and structure changes to improve conversion
- Event Fill Strategy — A tactical plan for March
I've done the homework. Now I'm excited to dig in with you.
The Path Forward
Exploration
Reading this assessment, getting a feel for fit and potential
Discovery Meeting
Walk through the full reports, answer your questions, explore alignment
Onboarding & Strategy
Tackle urgent needs (March event), build the strategic roadmap together
Long-Term Partnership
Ongoing CMO leadership, continuous growth, AI-powered execution
The destination: A thriving, systematized growth engine
Events that fill themselves. Clients who arrive pre-sold and stay for years. A team that operates with peace, ease, and flow—freed from complexity, powered by automation, focused on what they do best. Marketing that runs like a well-oiled machine while you pour your energy into coaching and transforming practices. The vision you had when you started—finally operating at full potential.
Ready for the Next Phase?
If what you've read resonates, here's how we move forward:
- Gather the numbers — The questions above will help us make the most of our time together
- Schedule the discovery meeting — I'll walk you through the full reports and we'll explore what a partnership looks like
- Move fast on March — If we're aligned, we can start executing on the event fill strategy immediately
I'm genuinely excited about this opportunity. What you've built matters, and I'd be honored to help take it further. Blessings to you both and your families.