Before you scroll through this whole thing and your brain starts spinning, I need you to stop right here and read this part first.
I made this for you because you're one of the most naturally gifted people I know at what you do, and I don't want the "business side" to be the thing that holds you back. I've watched too many talented people fail, not because their service wasn't incredible, but because nobody ever sat them down and said "here's exactly how to get clients. Step by step. No fluff."
I spent five years figuring this out the hard way. Five years of posting into the void, tweaking websites nobody was visiting, buying courses that taught theory but never gave me the actual steps. I wasted so much time and money on things that don't translate into clients walking through the door. This playbook is what I wish somebody had handed me on day one. It would have saved me years.
So I'm giving it to you now.
Here's what I need you to know:
This is big, but you don't eat it all at once.
This playbook is your reference manual for the next 90 days and beyond. You don't need to read every section before you start. You don't need to understand it all right now. You need to start with ONE section and build from there.
Take it one bite at a time.
If you read this whole thing front to back, you might feel overwhelmed. That's normal. That doesn't mean it's too much. It means there's a lot here, and it's all broken into small pieces for a reason. Each section stands on its own. Pick up the section you need for what you're doing TODAY, and ignore the rest until you need it.
Here's where to start:
Read Section 2 (Your Core Message). Practice your one-liner out loud until it feels natural.
Go to Section 10 (First 90 Days Timeline). Start checking off Week 1 tasks.
When you need to create a post, flip to Section 7 (Content Bank) and pick one.
When you need words to say to someone, flip to Section 8 (Scripts).
Everything else? You'll get to it. One day at a time.
If something in here feels scary or confusing, call me.
I mean it. Don't sit with it and let it stop you. Just text me. "Chris, I'm stuck on the referral partner part." Done. We'll figure it out together.
If the prospecting and outreach part feels too scary to do yourself right now, I have a tool for that.
I'm building a system that can send outreach emails to potential referral partners on your behalf. It's called cold email, and all it means is reaching out to people you don't know yet with a friendly introduction. The tool writes the emails, sends them, and handles follow-ups automatically. So if you read Section 4 and think "I can NOT do this," that's fine. Tell me, and I'll show you how we can use the tool to do the heavy lifting while you focus on the parts you're comfortable with.
After you read this, text me and tell me how you feel.
Honestly. If it's exciting, great. If it's overwhelming, that's okay too, and we'll figure out which pieces to tackle first. If something doesn't make sense, I want to know so I can explain it better. This is built for YOU. It should work for YOU.
You are not behind. You are not late. You are starting.
And starting with a plan is already further ahead than 90% of people who launch a business. Most people wing it. You're not going to wing it. You have a playbook.
I believe in you and I believe in what you do. I've seen it work on your own family. Now let's get other families to experience it too.
Love you, cuz. Let's go.
— Chris
One more thing: I've also set up an AI assistant that knows this entire playbook inside and out. If you have a question at 11pm and don't want to bother me, or if you need help writing a specific post or outreach message, you can talk to it and it'll walk you through whatever section you need. I'll send you the link separately. Think of it as a coach that's available 24/7 and knows everything in this document. You can type to it or talk to it with voice. It's there whenever you need it.
How it's organized
How to use this playbook
This is not a book you read once and put on a shelf. It's a tool you keep open and come back to every day. Here's how it's organized and when to use each section:
Know who you're trying to reach
Section 1 · Your Ideal Client
Know what to say when someone asks what you do
Section 2 · Your Core Message
Know what to do each day (your daily routine)
Section 3 · The Daily Game Plan
Find and connect with referral partners
Section 4 · Referral Partner Prospecting
Know what to post and how
Section 5 · Social Media Strategy
Prepare for a free consultation call
Section 6 · The Free Wellness Chat
Get a specific post idea right now
Section 7 · Content Bank
Copy-paste exact words for emails, DMs, comments
Section 8 · Scripts and Templates
Track your progress and know if it's working
Section 9 · Tracking and Measuring
See the week-by-week checklist
Section 10 · First 90 Days Timeline
Find what tools to use for images, posting, etc.
Section 11 · Your Toolbox
Your daily flow will look like this
Open Section 10. Find where you are in the timeline. See what's on your checklist.
Do your Daily 60 (Section 3).
When you need to create content, grab an idea from Section 7 and a format tip from Section 5.
When you need exact words, use Section 8.
At the end of the week, update your tracking sheet (Section 9).
That's it. Show up, do the next thing on the list, and check it off. One thing at a time.
You don't serve "everyone." You serve a very specific person who is in a very specific moment in their life. When you know exactly who she is, every piece of content, every conversation, every outreach becomes 10x easier because you're talking to HER, not to the void.
Meet "Desperate Mom Danielle"
Who she is
Mom, age 28-42
Lives in Jacksonville or surrounding area (can drive to you)
Has 1-3 kids, at least one under age 10
Married or partnered (often the health decision-maker for the family)
Household income: middle class ($50K-$120K combined)
Already somewhat health-conscious (shops at Sprouts or Earth Fare, reads labels, maybe already uses some essential oils or probiotics)
What's happening in her life RIGHT NOW
At least one of her kids has an ongoing health issue that won't go away: recurring infections, eczema, digestive problems, behavioral issues, allergies, constant sickness
She's been to the pediatrician multiple times. Maybe a specialist. Tests come back "normal." They suggest another antibiotic, a steroid cream, or "maybe see a therapist"
She's Googling late at night: "why does my kid keep getting strep" or "natural remedies for eczema in toddlers" or "is muscle testing legit"
She's tried some things on her own (elimination diets, supplements from Amazon, tips from Instagram) but nothing sticks long-term
She's exhausted, frustrated, and starting to doubt herself ("Am I overreacting? Is this really just eczema?")
She's spent hundreds or thousands on doctor visits and prescriptions that don't work
What she's feeling
Helpless. She knows something is wrong but can't get anyone to take her seriously.
Guilty. She wonders if she's doing something wrong as a mom.
Skeptical but desperate. She's heard about holistic health but doesn't know if it's real or if it's another thing that won't work.
Protective. She will do ANYTHING to help her kid feel better. Anything.
What she needs to hear from YOU
"I know exactly how you feel because I lived it."
"Your mom instinct is right. Something IS wrong. And it can be found."
"This isn't another guess. Your body will literally tell us what it needs."
"I've seen this exact situation before, and here's what happened..."
Where she hangs out
Instagram (health and parenting content)
Facebook mom groups (especially local Jacksonville ones)
Pediatrician waiting rooms
Chiropractor offices
Natural grocery stores
Church and faith-based communities
School pickup lines and playdate networks
Mommy-and-me classes, swim lessons, library story times
Secondary audiences (don't ignore, but don't lead with)
The Chronic Adult
30-55, has their own unresolved health issues (digestive problems, hormonal imbalance, autoimmune concerns, fatigue). They're on 3+ prescriptions and still don't feel right. They found you through a referral partner or a friend's recommendation.
The Wellness-Curious Senior
55-75, often a parent of your primary audience. They see their grandkids getting helped and want in. Their doctor has them on a dozen medications. They have kidney issues, liver issues, or chronic inflammation. Like your dad.
Your Turn
Want to sharpen your ideal client? Describe a real client who lit you up and let the coach help you refine your "Danielle."
Every single thing you put out into the world should ladder up to ONE core idea. This keeps you from sounding scattered and helps people remember what you do.
The one-liner
When someone asks "What do you do?" at a kids' birthday party, at church, in a DM, here's what you say:
"I help families figure out WHY they're sick when nobody else can, and I build their body a custom plan to actually heal. Not guess. Heal."
Practice saying that out loud 10 times. It needs to roll off your tongue without thinking.
The elevator story (30 seconds)
When someone says "Tell me more," here's the next layer:
"So I'm a holistic health practitioner. I use something called muscle testing, which is basically a way to let the body tell me exactly what's wrong and exactly what it needs to get better. I got into this because after my son was born, I was so sick I couldn't eat for a year and a half. Dozens of doctors, every test in the book, all normal. One visit with a practitioner who does what I do now, and my symptoms were gone in 24 hours. So now I do the same thing for families here in Jax. I work with a lot of kids, a lot of moms. If you've ever been told 'everything looks normal' but you know something's off, that's exactly who I help."
Three beliefs you're planting in every piece of content
Every post, every conversation, every story should reinforce at least one of these:
Belief One
Your body already knows what's wrong.
It just needs someone who knows how to listen to it.
Belief Two
"Normal" test results don't mean you're fine.
They mean the tests aren't asking the right questions.
Belief Three
Healing is custom, not cookie-cutter.
What works for your neighbor's kid won't work for yours. Your body needs its own protocol.
Practice It
Say your one-liner out loud to the coach. It'll tell you where it lands and help you tighten it until it feels like yours.
This is the most important section of this entire playbook. Posting on social media is NOT a business strategy by itself. It's brand building, and it's slow. You need to be doing direct, intentional outreach every single day to get clients NOW, while your social presence grows in the background.
The Daily 60 (do this every weekday)
Block 60 minutes on your calendar, preferably in the morning before kids need you. This is your "business hour." Non-negotiable. Treat it like a patient appointment.
First 20 Minutes
Referral partner outreach
(See Section 4 for full details)
Monday: Research 3 new potential referral partners in Jacksonville (chiropractors, midwives, doulas, naturopaths, pediatric dentists, functional medicine docs, yoga studios, acupuncturists). Write their names, what they do, and how to contact them in your tracking sheet.
Tuesday: Send 3 outreach messages (email, DM, or drop off a card in person). Use the scripts in Section 8.
Wednesday: Follow up with anyone you reached out to last week who hasn't responded. Drop a friendly second touch.
Thursday: Do one in-person visit. Walk into a chiropractic office, a yoga studio, or a health food store with your card and a smile. Introduce yourself. Leave a stack of cards. 5-minute conversation max.
Friday: Nurture existing referral relationships. Send a quick text or voice note to any partner who's already sent you someone. "Hey, just wanted you to know [patient name] is doing amazing. Thank you so much for sending her my way."
Next 20 Minutes
Social engagement (not posting, engaging)
Go to 3-5 local Jacksonville Facebook mom groups. Find posts where moms are asking about their kids being sick, about eczema, about gut issues, about "anyone know a good holistic doctor." Comment HELPFULLY. Don't pitch. Share a nugget of real value. Example: "Oh man, my daughter had eczema that bad too. Turned out her gut was overloaded and her body was flushing toxins through her skin. I know it sounds crazy but once we addressed the gut, the skin cleared in a week. If you ever want to chat about it I'm happy to share what worked for us!"
Reply to every single comment and DM on your own social profiles. Every one. No exceptions.
Find 5 people in your target audience on Instagram (moms, health-conscious locals) and leave GENUINE comments on their posts. Not "great post!" but something real that shows you actually read what they said.
Last 20 Minutes
Create one piece of content
One post. That's it. Use the Content Bank in Section 7 or just pick up your phone and talk for 60 seconds about something that happened that day, a patient win (anonymized), or something you believe about health.
Don't overthink it. Your voice notes to Chris are better than 99% of health content on Instagram. Just talk into your phone the way you talk to him.
Weekend bonus (optional but powerful)
Saturday: Post one story (photo or 15-second video) of something personal. Your kids, your Saturday morning, a funny moment. Let people see you as a person, not a business.
Sunday: Rest. Or if you're feeling it, share something faith-related that connects to your healing philosophy.
Section 04
Referral partner prospecting
This is your fastest path to paying clients. One good referral partner who sends you 2 clients a month is worth more than 10,000 Instagram followers. Here's why: their patients already trust them, they already have a health problem, and they're already spending money on solutions.
Who are your ideal referral partners?
These are practitioners and businesses in Jacksonville whose patients OVERLAP with yours but who offer something DIFFERENT from what you do. You're not competing. You're completing their care.
Tier 1: High-Value (Pursue First)
Partner Type
Why They're Gold
What You Offer Them
Chiropractors
Their patients already believe in non-traditional care. Many patients have lingering issues chiropractic alone can't fix (gut, immune, skin).
You handle the nutritional/immune side they can't. Their patients get better results. They look like heroes.
Midwives & Doulas
They serve pregnant and postpartum moms. These moms have babies who often develop food sensitivities, eczema, colic, reflux.
You can test mom AND baby. You're the practitioner they refer to when their mamas have babies with issues.
Pediatric Dentists
Kids with recurring mouth sores, cavities despite good hygiene, and inflammation often have underlying nutritional deficiencies.
You find the root cause of recurring oral issues. The dentist gets fewer callbacks.
Lactation Consultants
Breastfeeding moms whose babies are fussy, gassy, or reactive. Dietary sensitivities in mom affect baby through breast milk.
You can identify which foods mom needs to avoid (like you did with Abby). Their clients get relief.
Tier 2: Strong (Pursue Weeks 3-6)
Partner Type
Why They Fit
Acupuncturists
Already holistic-minded patients. Overlap in philosophy.
Functional Medicine Doctors
They do some of what you do but may not use NRT. Complementary, not competitive.
Yoga / Pilates Studios
Health-conscious community. Good for workshops and flyer placement.
Health Food Stores (Earth Fare, Sprouts, local co-ops)
Bulletin boards, flyer placement, in-store events. Their shoppers are your people.
Faith-Based Wellness Groups
Church health ministries, women's groups. Your faith + healing story resonates deeply here.
Mommy-and-Me / Kids' Activity Centers
Direct access to your primary audience in a relaxed setting.
Tier 3: Long Game (Month 2+)
Partner Type
Why Eventually
Pediatricians who are open-minded
Some pediatricians quietly refer out to holistic practitioners. Build the relationship slowly.
School nurses
They see kids with recurring issues. Not a direct referral path but an awareness play.
Local mommy bloggers / influencers
Trade a free session for an honest review/testimonial.
How the referral relationship works
You're not asking them to sell for you. You're offering to be a resource for their patients.
The pitch is simple:
"I do something called Nutrition Response Testing. When your patients have issues that don't respond to [what you do], I can often find what's going on nutritionally and build them a custom supplement plan. I'm not trying to take your patients. I'm trying to help them get better so they keep coming back to you. Can I leave some cards? And if you ever want to see how it works, I'll do a free session on you so you can experience it firsthand."
The free session for the practitioner is your secret weapon. When a chiropractor or midwife personally experiences muscle testing and feels the difference, they become a believer. Believers refer.
Section 05
Social media strategy
Social media is your megaphone, not your sales floor. It builds trust, authority, and familiarity over time so that when someone hears about you from a referral partner, a friend, or a Google search, they go to your profile and think "Oh, I've been seeing her stuff. She's legit."
Platform priority (start with two, max)
1. Instagram — Your primary platform. Best for storytelling, Reels, and connecting with moms.
2. Facebook — Secondary. Mainly for local mom groups and your business page. Share the same content from Instagram.
Don't touch TikTok, YouTube, LinkedIn, or a newsletter until Instagram is consistent and you're getting 5+ clients a month. Adding platforms too early is a distraction, not a strategy.
Content pillars (rotate through these)
Every post should fall into one of these five buckets. Rotate through them so your feed feels varied but focused.
Pillar 1 · Trust Builder
My Story
Share pieces of your personal healing journey. Not the whole thing every time. Bite-sized moments.
Examples:
"The moment I realized doctors weren't going to figure out what was wrong with me"
"What it felt like to eat a meal without throwing up for the first time in a year"
"Why I'll never forget the look on my daughter's face when her skin finally stopped hurting"
Pillar 2 · Authority Builder
Education
Teach people something they didn't know about how the body works. Keep it simple. No jargon.
Examples:
"Eczema isn't a skin problem. It's a gut problem. Here's why."
"Why antibiotics keep 'working' but the infection keeps coming back"
"The skin is your biggest organ. Everything you put on it hits your bloodstream in 30 minutes."
"What muscle testing actually is (and no, it's not magic)"
Pillar 3 · Proof Builder
Client Wins
Share anonymized or approved client results. Before/after. The story of what happened. These are your most powerful posts.
Examples:
"This 2-year-old had recurring yeast infections for months. Two weeks on a custom protocol? Zero flare-ups."
"6-year-old with a rash that covered his body. Fever broke the next day. Gone in 48 hours."
"Mom came in barely able to eat. She'd lost 30 lbs in 6 months. 24 hours after her first protocol, the nausea stopped."
Pillar 4 · Conversation Starter
Myth Busting
Challenge common beliefs. These get shared and commented on.
Examples:
"Your doctor saying 'it's just eczema' is like a mechanic saying 'it's just the check engine light.' Yeah. But WHY is the light on?"
"No, you can't heal a customized body with a one-size-fits-all supplement stack from Amazon"
"'Everything looks normal' is the most dangerous sentence in medicine"
Pillar 5 · Connection Builder
Real Life
Show up as a human. Mom moments. Funny things your kids said. A messy kitchen. Church. Coffee. Real life.
Examples:
Photo of your kids being wild with a caption about how being a mom practitioner means you treat patients AND referee fights
A voice memo style Reel where you're in your car rambling about something (this IS your natural format)
A Sunday morning reflection connecting your faith to your work
Posting rhythm
Day
Pillar
Format
Monday
Education
Carousel or text post with graphic
Tuesday
Client Win
Before/after story (text or short Reel)
Wednesday
My Story
Talking-head Reel or photo with long caption
Thursday
Myth Busting
Bold statement + explanation
Friday
Real Life
Casual photo or story
Saturday
(Optional) Story only
Behind the scenes
Sunday
(Optional) Faith/reflection
Quote or short thought
The 3 rules of posting
Talk, don't write. Your best content will come from picking up your phone and talking into it. Record a voice memo, transcribe it, clean it up slightly, and post. That's it. Your voice notes are gold. Use that same energy.
Tell one story per post. Don't try to educate AND share a win AND bust a myth in the same post. One idea. One story. One point.
Always end with an invitation, not a sales pitch. "DM me if this sounds like your kid." "Drop a heart if you've been told 'everything looks normal.'" "Link in bio to book a free chat."
Section 06
The free wellness chat
This is your conversion engine. Everything you do in marketing is designed to get someone into a free 15-minute Wellness Chat. That's where they become a client.
The flow
Someone sees your content or hears about you
↓
They visit your profile / website
↓
They book a FREE 15-minute Wellness Chat
↓
You have a conversation (not a sales pitch)
↓
They book their first full appointment
↓
They become a patient on a healing protocol
How to run the 15-minute chat
This is NOT a consultation. You are NOT testing them or giving them a protocol. This is a "let me hear what's going on and see if I can help" conversation.
Structure
Minutes 1-2
Warm up
"Hey, thanks so much for booking this. Tell me a little about yourself and what's going on."
Minutes 3-8
Listen
Let them talk. Ask follow-up questions. They need to feel HEARD. Most of these people have been dismissed by every doctor they've seen. You listening intently for 5 minutes is already different from every other medical experience they've had.
Good follow-up questions:
"How long has this been going on?"
"What have you already tried?"
"What did the doctor say?"
"How is this affecting your daily life / your kid's daily life?"
Minutes 9-12
Connect
This is where you briefly share a relevant story. NOT your full story. A short connection point.
"Oh my gosh, my daughter had almost the exact same thing. She had this horrible eczema and the pediatrician kept saying 'it's just eczema' and it turned out to be a full-blown staph infection going septic. Once we found the root cause and put her on the right protocol, her skin cleared in a week. Your situation sounds really similar to what I see a lot."
Minutes 13-15
Invite
"Here's what I'd suggest. Let's get you/your kiddo in for a full assessment. I'll do a complete Nutrition Response Testing session where we let the body tell us exactly what's going on. It takes about an hour, and by the end we'll know what's driving this and what the body needs to heal. Can I get you on the schedule?"
If they hesitate
"I totally get it. This is new and it sounds kind of woo-woo until you experience it. What questions do you have? I'm an open book."
If they need to talk to a spouse
"Totally understand. When you talk to [partner], just tell them this: it's non-invasive, there are no needles, no drugs, no side effects. We just figure out what the body needs and give it that. If it would help, I'm happy to do a quick call with both of you."
Section 07
Content bank
Here are 30 post ideas you can use right away. Each one maps to a content pillar and includes a suggested hook (first line) and CTA.
Draft Faster
Paste any post idea below into the coach and it'll write the caption in your voice. Perfect when you're staring at a blank screen.
"The skin is the biggest organ on your body. Everything you put on it hits your bloodstream in 30 minutes."
Topic
Explain how toxins in everyday products (soaps, lotions, detergents) cause inflammation and why kids with eczema aren't just "sensitive."
CTA
"What's one product you've swapped for a cleaner version? Drop it below."
Day 2Client Win
"This baby was 9 months old and covered head to toe in welts."
Topic
Tell Abby's story (anonymized or with permission). Pediatrician said come Monday. Urgent care said she'd have died over the weekend. One week on the right protocol and her skin was clear.
CTA
"If your baby's skin looks like this and no one can tell you why, my DMs are open."
Day 3My Story
"I was 25 years old, under 100 pounds, and I couldn't eat a meal without throwing up."
Topic
Your personal health crisis story. Keep it to the emotional arc: sick, dismissed, desperate, found muscle testing, healed in 24 hours.
CTA
"I became a practitioner because nobody should have to fight that hard to be heard. Free wellness chats in my bio."
Day 4Myth Busting
"'Everything looks normal' might be the most dangerous sentence in medicine."
Topic
Why standard lab work misses functional imbalances. Tests look for disease. If you're not diseased yet, you're "normal." But you're NOT fine.
CTA
"Have you ever been told this? Tell me your story."
Day 5Real Life
"My husband convinced my 3-year-old to take her medicine by pretending she was a police officer."
Topic
The Wills "police officer dose" story. Funny, endearing, and shows your family dynamic. Tie it to: sometimes healing requires creativity, patience, and a partner who shows up.
CTA
"Who's your MVP co-parent/partner in the trenches? Tag them."
Week 2
Day 6Education
"Antibiotics destroy the good bacteria in your gut. Here's what to do about it."
Topic
Why recurring infections after antibiotics happen. The gut microbiome gets wiped. Explain it simply. Note: you're not anti-antibiotic, you're pro-rebuilding after.
CTA
"Has your kid been on more rounds of antibiotics than you can count? Let's talk."
Day 7Client Win
"He was 7 years old. He'd had eczema since he was 4 months old."
Topic
Ezra's story from your testimonials. Years of steroid creams. Muscle testing found food sensitivities driving the whole thing.
CTA
"Topical creams treat the symptom. We find the cause. Link in bio."
Day 8My Story
"I spent 18 months being told I was fine. I was not fine."
Topic
The emotional side of your story. The isolation. Postpartum. Being alone with a newborn. Wanting to die. The desperation that made you try "the woo woo lady." This is vulnerable content and it will be your most powerful.
CTA
"If you're in that desperate place right now, I see you. Book a free chat. Let's just talk."
Day 9Myth Busting
"No, you can't get what I use at the health food store."
Topic
Explain that ~90% of your supplements require practitioner credentials to order. These aren't Amazon supplements. They're professional-grade, clinically dosed, and customized to YOUR body.
CTA
"There's a reason your supplement stack from Instagram isn't working. It wasn't made for YOUR body."
Day 10Real Life
"Five kids. A home practice. A husband who just changed careers. And I wouldn't trade any of it."
Topic
A day in your life. Show the chaos and the beauty. Let people see that you're a real person living a real life who also happens to heal people.
CTA
No CTA needed. Just be human.
Week 3
Day 11Education
"Eczema is not a skin problem."
Topic
Explain the gut-skin connection. Toxins overload the liver and kidneys. The body flushes them through the skin. Steroid creams push the toxins BACK into the body. When the cream wears off, it comes back worse.
CTA
"Has steroid cream become a permanent fixture in your medicine cabinet? There's a better way."
Day 12Client Win
"One hour after her first dose, this baby's fever broke."
Topic
Graham's story. 1 year old, high fever, ear infection, flu. Customized protocol. Improved in one hour. Fully recovered in two days.
CTA
"When the body gets what it actually needs, it heals fast. Especially little ones."
Day 13My Story
"The day I decided no doctor was going to tell me what was wrong with my kid ever again."
Topic
The moment you decided to become a practitioner. What it felt like to watch someone do for you what no doctor could.
CTA
"I didn't go to school for this because it was a career plan. I went because nothing else worked."
Day 14Myth Busting
"Croup is 'just a virus.' Until your baby can't breathe."
Topic
Elijah's hospital stay vs. what you know now about supporting the body through viral illnesses. You're not saying don't go to the ER. You're saying there's more you can do.
CTA
"Would it help to know your options BEFORE your kid gets sick? That's what I do."
Day 15Real Life
Post a photo of your home office / treatment table.
Topic
"This is where it happens. This table has seen some miracles. It's not fancy. It doesn't need to be."
CTA
"Want to see what a session looks like? I'll do a walkthrough in my stories this week."
Week 4
Day 16Education
"Stress is not just 'in your head.' It's in your gut, your immune system, and your hormones."
Topic
The stress-inflammation-disease connection. What happens to the body when you're chronically stressed. Why kids who are in stressful environments get sick more.
CTA
"Your body keeps the score. Let's figure out what it's been holding onto."
Day 17Client Win
"Two-year-old. Severe yeast infections. Food sensitivities nobody caught."
Topic
Mayson's story. Corn and brown rice sensitivities found through muscle testing. Zero flare-ups in two weeks.
CTA
"Sometimes it's the food nobody suspects. Muscle testing finds it."
Day 18My Story
"My mom said, 'Go see this woo woo lady at church.'"
Topic
The story of how your mom's church friend led you to muscle testing. Lean into the humor. "Woo woo lady" is a fantastic hook. Be honest about your skepticism and desperation.
CTA
"I was the biggest skeptic. Now I'm the practitioner. Funny how that works."
Day 19Myth Busting
"You don't have to choose between your pediatrician and holistic care."
Topic
Eat the fish, spit out the bones. Traditional medicine saves lives in emergencies. Holistic medicine finds what traditional misses. They're not enemies. Your kid deserves both.
CTA
"I work WITH your doctors, not against them."
Day 20Real Life
A voice memo style Reel from your car.
Topic
Whatever's on your mind. A thought from your drive. Something your kid said. The way you talk in your voice notes to Chris is EXACTLY how this content should sound.
CTA
None needed. Just be you.
Week 5
Day 21Education
"Children heal faster than adults. Here's why that should give you hope."
Topic
Kids' bodies respond faster to the right support because they haven't been accumulating toxins and inflammation for decades. If your kid has been sick for a year, it doesn't mean they'll need a year to heal. Explain it simply and give parents hope.
CTA
"If your little one has been struggling, don't wait. The sooner you start, the faster they bounce back."
Day 22Client Win
"She was 23, bloated every day, and her heart was doing weird things."
Topic
Katelyn's story from your testimonials. Bloating, stomach aches, heart issues, rosacea. A year of Nutrition Response Testing. She said her body didn't need another medication, it needed a detox. Rosacea vanished.
CTA
"Your body is telling you something. Let's figure out what it's saying."
Day 23My Story
"They told me to see a psychiatrist. I was throwing up blood."
Topic
The moment the medical system suggested your problem was emotional, not physical. The anger, the disbelief, the feeling of being gaslit by people you trusted with your health. This is deeply relatable to your ideal client.
CTA
"You're not crazy. You're not dramatic. Something IS wrong. And it CAN be found."
Day 24Myth Busting
"Steroid creams don't heal eczema. They hide it."
Topic
Explain steroid withdrawal. What steroids do (suppress the immune response, push toxins back into the body). What happens when you stop (everything comes back worse). You're not anti-steroid forever. But long-term steroid cream use for kids isn't solving the problem.
CTA
"If your medicine cabinet has more steroid cream than Band-Aids, let's talk about what's underneath."
Day 25Real Life
"My 3-year-old just told me she's a doctor too."
Topic
A funny kid moment that ties into your work. Let your audience see the human, silly, chaotic side of your life. Bonus if you can tie it back to why you do what you do.
CTA
None needed.
Week 6
Day 26Education
"What's actually in your dishwasher pods, your laundry detergent, and your kid's body wash?"
Topic
Endocrine disruptors 101. Keep it simple: these chemicals mess with hormones, thyroid, and immune function. They absorb through the skin in 30 minutes. You don't have to throw everything away overnight, but awareness is the first step.
CTA
"One swap at a time. What's the first product you'd replace? I'll tell you what I use."
Day 27Client Win
"16-year-old with bladder pain. They said UTI. Then yeast infection. Then 'we don't know.'"
Topic
Abigayle's story from your testimonials. The misdiagnosis cycle. How Nutrition Response Testing found what traditional testing missed. Weekly monitoring and protocol adjustments got her pain-free.
CTA
"When 'we don't know' is the answer, that's where I come in."
Day 28My Story
"This is the strep story. Buckle up."
Topic
Part 1 of the strep summer of 2025. Both kids sick for months. Traditional antibiotics failed. Abby was allergic to the first one, sick from the second. Set up the cliffhanger: "So what finally worked? I'll tell you tomorrow."
CTA
"Follow for part 2 tomorrow."
Day 29My Story · Part 2
"Part 2 of the strep story. This is when my husband became the MVP."
Topic
Taking the kids to your practitioner. Getting the right natural antibiotic at higher doses. The "police officer dose" game Wills invented to get Abby to take her medicine. The happy ending: bada bing, bada boom, they got better.
CTA
"Sometimes healing takes creativity, the right practitioner, and a really good partner. What finally worked for your kid? Tell me in the comments."
Day 30Real Life
Post a photo of your treatment table or your supplement shelf.
Topic
"30 days ago I started showing up online and talking about what I do. Here's what I've learned so far." Reflect on the first month. Be honest. What was hard, what surprised you, what you're grateful for. Invite your audience into the journey.
CTA
"If you've been watching from the sidelines, this is your sign. Book a free wellness chat. Let's just talk."
After Day 30: keep going
By now you have the rhythm. You know the five pillars. You have stories for days. Here are more topics to pull from when you need fresh ideas:
More Education Topics
Parasites (more common than people think, and not just from travel)
Heavy metals in kids (from food, water, environment)
Why digestive enzymes are a game-changer for almost everyone
The difference between food allergies and food sensitivities
What a healing protocol actually looks like (walk them through the process without giving away the whole thing)
How stress in a child's environment literally depletes their immune system
Why breast milk can cause reactions if mom is eating something baby is sensitive to
More Client Stories
Any new patients who get results (ask for testimonials as they happen)
Revisit older stories with new angles (tell Abby's story from Wills' perspective, tell your story from your mom's perspective)
More Myth Busting
"Supplements are a waste of money" (Amazon supplements vs. professional-grade)
"Kids are just sicker these days" (yes, but there's a reason, and it's fixable)
"Holistic medicine is anti-science" (muscle testing has roots in kinesiology, neurology, and biochemistry)
"If the doctor can't find it, it's not real" (functional imbalance vs. diagnosable disease)
"My kid will grow out of it" (some things they won't, and early intervention is faster)
More Real Life
Sunday faith posts connecting your beliefs to your healing philosophy
Wills and the kids (he's a great character in your story)
Funny things that happen during appointments
The chaos of running a home practice with five kids in the house
Section 08
Scripts and templates
Copy, paste, personalize. Every script here is designed to sound like you, not like a corporate sales robot. When in doubt, shorten.
Referral Partner Cold Outreach
Email or DM
Subject line (if email): Quick intro from a local holistic practitioner
Hi [Name],
My name is Sarah, and I run a holistic health practice here in Jacksonville called Natural Restoration. I specialize in Nutrition Response Testing, which is a non-invasive way to figure out what's driving health issues at the root and build customized supplement protocols.
I'm reaching out because I think there's a natural overlap between what you do and what I do. A lot of my patients are also seeing [chiropractors/midwives/etc.], and I imagine some of your patients deal with issues like recurring infections, gut problems, or skin conditions that aren't fully resolved by [chiropractic/your modality].
I'd love to stop by your office sometime, introduce myself, and leave some cards. I'm also happy to do a complimentary session for you personally so you can experience what I do firsthand. No strings attached. I just believe in what I do and I think you'd find it really interesting.
Would that be okay? I'm flexible on timing.
Thanks so much,
Sarah Brunson, CHHP
Natural Restoration
904-438-4148
naturalrestorationjax.com
Referral Partner Follow-Up
After 5-7 Days
Hi [Name],
Just wanted to bump this up in case it got buried. I know how crazy things get. I'd love to connect, even just for a quick chat. No pressure at all.
Hope your week is going well!
Sarah
Responding to Mom Group Posts
Comment Template
When a mom posts about her kid being sick, having eczema, recurring infections, etc.:
"Oh mama, I feel this so hard. My daughter went through something really similar. She was [brief relevant detail, e.g., 'covered in welts from a staph infection that nobody caught']. We found out the root cause was [brief detail, e.g., 'gut toxin overload'] and once we addressed that specifically, she cleared up in about a week. Every kid is different, but if you ever want to chat about what we did, I'm happy to share. Sending you good vibes."
Rules for commenting in mom groups:
DO NOT pitch your business or drop your link. Ever. Not in the first comment.
DO share relevant personal experience genuinely.
If she DMs you or replies asking for more info, THEN you can share what you do and offer a free wellness chat.
Be a helpful mom first. Be a practitioner second.
DM Conversation
When Someone Reaches Out
Them: "Hey, I saw your post about eczema. My son has had it for two years and nothing works."
You: "Oh no, I'm so sorry. That breaks my heart. How old is he? And what all have you tried so far?"
[Let them talk. Ask 2-3 follow-up questions. Show genuine interest.]
You: "Yeah, that sounds SO familiar. Honestly, what you're describing sounds a lot like what I've seen with [relevant comparison]. The good news is when we find the actual root cause, kids respond really fast. Would you want to hop on a free 15-minute wellness chat? I can hear more about what's going on and let you know if I think I can help. No pressure at all. I just know how exhausting this is and I want to help if I can."
Asking for Testimonials
After Client Gets Results
"Hey [Name], I am SO happy with how [child/they] are doing. Can I ask you a huge favor? Would you be willing to share a few sentences about your experience? It doesn't have to be long. Just what was going on before, what happened after we started working together, and how things are now. I know hearing real stories from real people is what gives other families the courage to try this. If you're comfortable, I'd love to share it (with or without your name, totally your call). You can text it, voice note it, whatever's easiest."
Make It Yours
These scripts are a starting point. Tell the coach who you're writing to and it'll adapt the language so it sounds like you.
You don't need fancy software. You need a notebook or a simple spreadsheet.
Weekly tracking sheet
Metric
Mon
Tue
Wed
Thu
Fri
Weekly Total
Referral partners researched
Outreach messages sent
In-person visits made
Mom group comments
DMs received
DM conversations started
Free wellness chats booked
Free wellness chats completed
Full appointments booked
Content pieces posted
What good looks like
Month 1 targets
12+ referral partner outreach messages sent
4+ in-person visits to partner offices
15+ helpful comments in mom groups
20+ social posts
4-6 free wellness chats booked
2-3 paying clients from wellness chats
Month 2 targets
2-3 active referral partners sending you people
8-10 free wellness chats booked
4-6 paying clients
Growing DM conversations from social content
Month 3 targets
5+ active referral partners
Social content generating inbound DMs weekly
6-10 paying clients per month
Word of mouth starting to kick in from happy patients
Section 10
First 90 days timeline
Your week-by-week checklist. Don't try to do all of this at once. Find where you are, check off what you've done, and keep moving.
Week 1
Foundation
(See Section 11: Your Toolbox for step-by-step instructions on every single one of these.)
Set up a Canva account (canva.com, free) — See Toolbox
Set up Instagram business account — See Toolbox for how to switch
Write and set your Instagram bio — See Toolbox for exact template to copy
Set up Linktree with your booking link — See Toolbox
Set up Facebook business page (if not done)
Order business cards from Canva or Vistaprint — See Toolbox for what to put on them
Take 5 photos you can use for posts (your office, your table, your supplements, your family, you). Use natural light near a window. Phone camera is fine.
Research and list 15 potential referral partners in Jacksonville — See Toolbox for Google Maps instructions
Join 5 local Jacksonville mom groups on Facebook — See Toolbox for search terms
Set up a tracking method (notebook or Google Sheet) — See Toolbox
Post your first 3 pieces of content (start with Day 1, 2, and 3 from Section 7)
Week 1 Support
Stuck on any of these? Talk to the coach. It can help you write your Instagram bio, plan your first posts, and map out your first outreach list.
Follow up with all Week 2 outreach (anyone who hasn't responded)
Send 5 more outreach messages to new partners
Make 2 in-person visits
Post 5 pieces of content per week
Start tracking metrics in your weekly sheet
Book and complete your first free wellness chats
Offer a free session to any referral partner who's interested
Month 2
Consistency
Daily 60 is a habit. You do it without thinking.
You have 2-3 referral partners who know your name and have your cards
You're posting 4-5x per week consistently
Free wellness chats are becoming regular (2-3 per week)
You're converting 50%+ of wellness chats into paying clients
Start asking happy clients for testimonials
Consider hosting a free "Lunch and Learn" at a partner's office
Month 3
Acceleration
Referral partners are actively sending you people
Social content is generating inbound DMs
You have fresh testimonials to share
Word of mouth is starting to compound
You're serving 6-10 patients per month
Evaluate: do you need to add a platform? Start a newsletter? Raise prices?
Plan your first workshop or community event (local mom meetup, church health talk, etc.)
A few things to remember
You don't need a perfect website to get clients.
Your website is fine. It works. It has a booking page. Stop tweaking it and go talk to people.
You don't need 10,000 followers to get clients.
You need 10 people who trust you. Start with the people who already know you, your church community, your kids' school, your neighborhood. Tell them what you do. Their friend's kid has eczema. Guarantee it.
Your voice IS your brand.
The way you told Chris those stories in your voice notes? That's your marketing. Not polished graphics. Not trending audio. Just you, talking from the heart about what you've lived and what you've seen work. Put that on Instagram and watch what happens.
Referral partners are the shortcut.
One chiropractor who believes in you is worth a year of posting. Invest the time in building those relationships. It's the highest-ROI activity you can do.
Consistency beats perfection.
A mediocre post every day beats a perfect post once a month. Show up. Be real. The right people will find you.
You already have everything you need.
You have the credentials, the experience, the stories, the results, and the heart. You don't need another course, another certification, or another month of "getting ready." You need to open your mouth and tell people what you do. Start today.
Built with love by your cousin Chris and the KODA team.
Now go get 'em, Sarah.
Section 11
Your toolbox
Everything you need to execute this playbook, and nothing you don't. These are all either free or very cheap. You don't need to sign up for all of them right now. Just grab the ones you need for the task you're working on today.
For creating graphics and images
Canva FREE · canva.com
This is the only design tool you need. Canva is a free website/app where you can create social media posts, carousels, flyers, business cards, and more using drag-and-drop templates. No design skills required.
How to get started
Go to canva.com and sign up for a free account (use your Google or email login)
Once you're in, click "Create a design"
Choose "Instagram Post" (it automatically sizes it right: 1080x1080)
Browse templates on the left. Search for things like "health quote," "wellness," "minimal," or "earthy"
Click a template you like, change the text to yours, swap colors if you want, and download it
What to use Canva for
Quote graphics ("Your body already knows how to heal")
Education carousels (multi-slide posts that people swipe through)
Before/after graphics for client wins
Flyers to leave at referral partner offices
Business cards (yes, Canva does these too, and you can order prints directly from Canva)
Your Facebook business page cover photo
Pro tip: Search "Instagram Carousel" in Canva for multi-slide educational posts. These perform really well. Create 5-7 slides: Slide 1 is the hook/title. Slides 2-6 are the teaching points. Last slide is your CTA.
AI Image Creation For Custom Images
If you need an image you can't take a photo of or find a template for, you can use AI to create one.
Option 1: Your Marketing Coach GPT (Chris set this up for you)
The AI assistant Chris made for you can generate images. Just open it and say things like:
"Make me an image for a post about eczema and gut health"
"Create a quote graphic that says 'Your body already knows how to heal'"
"I need a warm, earthy image of a mom and toddler for my story post"
It already knows your brand style (warm, earthy, natural tones) so you don't have to describe the style every time. Just tell it what the post is about and it'll create something that fits.
Option 2: ChatGPT directly
Open ChatGPT (the regular app, not your custom coach) and say: "Create an image of [describe what you want]. Make it warm, earthy tones, natural, and calming."
It generates an image you can download and use in your posts.
Example prompt: "Create a warm, soft image of a mother holding a toddler in a peaceful natural setting. Earthy greens and warm light. No text."
For quote graphics: "Create a simple graphic with a soft green background that says 'Your body already knows how to heal.' Clean, modern font. No other text."
Option 3: Canva's AI Image Generator (included free)
Inside Canva, click "Apps" on the left sidebar, then search "Text to Image"
Type a description of what you want, and it creates it
Not as powerful as ChatGPT but works in a pinch and keeps everything in one place
Quick tips for AI images:
Always describe the MOOD you want, not just the subject. "Warm, soft, natural light, earthy" gets better results than just "a mom and kid."
For quote graphics, keep the text to ONE short sentence. Long quotes on graphics are unreadable on phones.
Don't overuse AI images. Real photos of YOU, your office, your kids, and your life will always outperform AI images on social media. People connect with real faces. Use AI for quote graphics and mood images. Use real photos for everything personal.
Save images that work well so you remember what prompts to reuse.
For creating videos and Reels
Your iPhone Camera FREE
Seriously. That's it. You do not need a ring light, a tripod, a microphone, or editing software to start. Here's how to make a Reel:
The "Talk Into Your Phone" Reel (your bread and butter)
Open your iPhone camera app. Switch to video mode.
Prop your phone up against something (a water bottle, a book, a wall) or hold it at arm's length.
Look at the camera and talk for 30-90 seconds about ONE thing. Use the hooks from Section 7.
Hit stop.
Open Instagram. Tap the "+" at the bottom. Select "Reel."
Choose the video you just recorded from your camera roll.
You can trim the beginning/end if needed (drag the edges of the video clip).
Add a caption using the post ideas from Section 7.
Post.
That's it. Don't add music. Don't add transitions. Don't add text overlays (yet). Just talk. Your voice is your superpower. The less produced it looks, the more authentic it feels, and authenticity is what wins on Instagram right now.
CapCut FREE · phone app
If you want to level up your Reels later (not now, later), CapCut is a free video editing app. It can:
Add captions/subtitles automatically (huge for accessibility and people watching without sound)
Trim clips
Add text overlays
Add simple transitions
Don't download this until Month 2. For now, raw iPhone video posted directly to Instagram is perfect.
For transcribing voice notes into post captions
You talk better than you write. So talk first, then turn it into text.
Option 1: iPhone Voice Memos + Notes
Open Voice Memos on your iPhone. Record yourself talking about a post topic for 60-90 seconds.
Open the recording. Tap the "..." menu. Tap "Save to Files."
Open the Notes app. Create a new note. Tap the microphone icon on the keyboard and just talk the same thing again (or play back the recording near your phone). It'll transcribe it.
Clean up the text slightly (fix obvious errors, break into paragraphs), and that's your caption.
Option 2: ChatGPT Voice Mode
Open ChatGPT on your phone. Tap the headphone icon to enter voice mode.
Say: "I'm going to talk about a post idea, and I need you to turn what I say into an Instagram caption. Keep my voice and my words. Don't make it sound polished or professional. Just clean up the filler words and format it."
Talk naturally about your topic.
It gives you a cleaned-up caption you can copy and paste.
This is the fastest way to create content. Talk for 60 seconds, get a caption.
For your Instagram bio and link in bio
Your Instagram Bio
Your bio is the first thing people see when they visit your profile. Here's exactly what yours should look like:
Sarah Brunson, CHHP
Holistic Health Practitioner | Jacksonville, FL
I help families figure out WHY they're sick when nobody else can.
Nutrition Response Testing | Root-cause healing
Mom of 5 | Faith-driven | Real talk only
Free 15-min wellness chat below
How to set this up
Open Instagram. Go to your profile. Tap "Edit Profile."
Name field: Sarah Brunson, CHHP (this is searchable, so include your credential)
Bio field: Copy the text above. Use the return key on your keyboard to make line breaks. (If line breaks disappear, type the bio in your Notes app first with line breaks, then copy and paste it into Instagram.)
Website field: Put your booking link here (naturalrestorationjax.com/Appointment.html) OR use a Linktree (see below).
Category: Choose "Health/Beauty" or "Medical & Health"
Profile photo: A clear, well-lit photo of YOUR FACE. Smiling. Not a logo. People connect with faces.
Linktree FREE · linktr.ee
A "link in bio" tool that lets you put multiple links behind one URL. This way your Instagram bio link goes to a page with buttons for:
Book a Free Wellness Chat
Visit My Website
Read Testimonials
Contact Me
How to set it up
Go to linktr.ee and sign up (free)
Add your links as buttons
Copy your Linktree URL (it'll be something like linktr.ee/naturalrestoration)
Paste that URL in your Instagram bio's website field
For switching to an Instagram business account
If you don't already have a business account, here's how to switch:
Open Instagram. Go to your profile.
Tap the three lines (menu) in the top right.
Tap "Settings and Privacy."
Scroll down to "Account type and tools."
Tap "Switch to professional account."
Choose "Business" (not Creator).
Select a category: "Health/Beauty" or "Alternative & Holistic Health Service"
Connect your Facebook page if you have one (optional but helpful).
Done. Now you'll have access to insights (who's seeing your posts, when your followers are online, etc.)
For tracking your progress
Option 1: A Notebook (Simplest)
Buy a cheap composition notebook. Draw the weekly tracking table from Section 9 by hand at the beginning of each week. Fill in numbers as you go. Sometimes pen and paper is the most reliable tool.
Option 2: Google Sheets (Digital)
Go to sheets.google.com (free with any Google account)
Create a new spreadsheet
Recreate the table from Section 9 with the days across the top and metrics down the side
Update it at the end of each day or each week
Either works. Pick the one you'll actually use.
For business cards
You need physical business cards to leave at referral partner offices.
What to put on your card
Your name: Sarah Brunson, CHHP
Business name: Natural Restoration
What you do: Holistic Health Practitioner | Nutrition Response Testing
Canva (canva.com/business-cards): Design it yourself using a template, order prints shipped to your door. Usually $15-25 for 100 cards.
Vistaprint (vistaprint.com): Another option. Tons of templates. Often runs deals for first-time orders.
Order 250 cards minimum. You'll go through them faster than you think if you're doing weekly in-person visits.
For finding local mom groups on Facebook
Open Facebook. Tap the search bar.
Search: "Jacksonville moms" or "Jax moms group" or "Jacksonville FL moms" or "Northeast Florida moms"
Tap "Groups" to filter results to groups only.
Look for groups with 1,000+ members and recent activity (posts from today or this week).
Request to join. Some groups have screening questions. Answer them honestly. Don't mention your business in the answers.
Other search terms to try: "crunchy moms Jacksonville," "natural moms Jax," "Jacksonville holistic health," "Jax homeschool moms," "Jacksonville church moms"
Aim to join 5-8 groups. You won't be active in all of them. You'll quickly find 2-3 where the conversations match your ideal client. Focus your commenting energy there.
For finding referral partners
Here's the literal step-by-step for researching referral partners (Monday's Daily 60 task):
Look at the top results. Click on ones with good reviews (4+ stars).
For each one, write down: business name, practitioner's name (usually on their website or Google listing), phone number, email address (check their website's contact page), Instagram handle (if they have one; good for DM outreach).
Do this for 3 businesses. That's your Monday done.
Tuesday: Open your email or Instagram DMs. Send each of them the outreach message from Section 8. Personalize the [brackets] with their name and what they do.
Tip: When you visit their websites, look at the "About" or "Team" page. If you see something you can relate to (they have kids, they mention holistic care, they're faith-based), note it. You can reference it in your outreach to make it personal.
For walking into a referral partner's office (Thursday in-person visit)
This is the scariest part for most people. Here's exactly what to do:
Before you go
Have your business cards in your purse
Know the practitioner's name (from your Tuesday research)
Practice your 30-second elevator story from Section 2
When you walk in
Walk up to the front desk. Smile.
Say: "Hi! My name is Sarah. I'm a holistic health practitioner here in Jacksonville, and I specialize in Nutrition Response Testing. I was wondering if I could leave a few of my business cards here for any patients who might benefit from what I do? And if [practitioner name] ever has a minute, I'd love to introduce myself."
If they say "sure, leave them here": Hand over a stack of cards. Say thank you. Leave.
If they say "they're with a patient right now": Say "Totally understand! Would it be okay if I leave my card and maybe send them a quick email to introduce myself?" They'll almost always say yes.
If you get to talk to the practitioner: Use the pitch from Section 4. Keep it under 3 minutes. Offer the free session. Hand them your card.
If they say "we don't really do that here": No problem. "I completely understand! Here's my card just in case. Have a great day!" Smile. Leave. Don't take it personally. Move to the next one.
The whole thing takes 3-5 minutes. You can do it on the way to pick up your kids. It gets easier every single time.
Summary: what to set up in Week 1
Here's your Week 1 tool checklist. Only set up what's on this list. Everything else can wait.
Canva account (canva.com, free)
Instagram business account (switch if needed)
Write and set your Instagram bio (use the template above)
Linktree with your booking link (linktr.ee, free)
Join 5 Facebook mom groups (search instructions above)
Order business cards from Canva or Vistaprint
Set up a tracking method (notebook or Google Sheet)
Research your first 15 referral partners (Google Maps, instructions above)
Everything else in this toolbox is a "grab it when you need it" resource. Come back here when a task calls for it.