There are probably two things that help Bill become an effective writer.
“I have a passionate interest in natural health.” says Bill. “Plus, I have an insatiable curiosity. The result? Four decades of writing about some aspect of natural health care.”
He has a special knack for connecting patients with practitioners.
On the Cutting Edge of Patient Education
His most obvious credentials are his patient education materials. The busiest chiropractors around the world use his report documents and brochures.
In 2006, he brought his interest in patient communications to the internet. He is the co-founder of the Perfect Patients website service. Today they manage the websites of 2,500 chiropractors, dentists and other health care providers.
“I’d like to think I walk the talk,” Esteb smiles. “I personally consult a variety of vitalistic practitioners.”
Over the years, that’s included:
• Chiropractors
• Holistic dentists
• Acupuncturists
• Functional medicine
• Osteopaths
A Writer Who Is Also a Small Business Owner
Bill has been a small business owner himself since 1986—and make no mistake. A practice is a business. We may call them patients or clients, but they’re customers.
“I’ve owned five successful small businesses in the health care space,” says Esteb. “The responsibility of making payroll has been on my shoulders since 1991. It gives me a special appreciation for the importance of effective marketing.”
Your writing project isn’t a paycheck or a creative writing exercise. It’s about making your cash register ring. It’s about having a full schedule. It’s about persuading prospective customers to choose you.
A Writer Who Is Also an Avid Reader
“I live on the edge of the Colorado Rocky Mountains at seven thousand feet with my wife of forty-four years,” Esteb smiles. “We try to keep up with horses, alpacas, dogs, chickens, cats and other assorted animals.”
He uses his organic greenhouse to grow amazing heirloom tomatoes, but his passion is patient communications.
“I’ve self-published ten books. They explore the doctor-patient relationship from a patient’s point of view.”
Besides writing, like many writers, he does a lot of reading.
“I tend to gravitate towards marketing books. I especially like Seth Godin and the topics of spirituality, self-improvement and natural health care.”
Software-Assisted Writing Applications I Use
Based on the writing assignment, Bill uses several software resources to optimize his writing:
Microsoft Word — First drafts start here with basic spelling and grammar.
Readable.io — I aim for an “A” rating. I use it to improve overall readability.
Hemingway — Helpful when making information content crisp and clear.
Title Tag Simulator — Because character counts are merely averages.
Headline Checker — For checking the emotional appeal of subject lines.
IBM Sentiment — When the emotional impact of a piece of text is critical.
Keyword Density Checker — When SEO performance is especially critical.
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