Calling Out vs Calling In (a tale of two reels)

What's the difference between calling your people out and calling your people in? In this episode, we look at two very different reels: one that gets it wrong, and one that gets it right.

The first is a staged clip that trades trust for shock. The second is the "if Netflix made a documentary about..." trend, an easy, playful format that lets you be fun and safety-led at the same time, while calling in exactly the people you're here to serve.

A practical look at visibility, trust, and making sure the people who find you feel safe enough to stay.

ChiroVisibility, where chiropractic finds its people 🩷

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About Philippa:

Philippa Wilmot is a chiropractor of 16 years and the founder of ChiroVisibility, a membership community helping chiropractors build real visibility through social media and marketing that actually feels like them. In 2026 she was recognised by Women in Chiropractic with the Impact Award - "an exceptional chiropractor creating IMPACT in the lives of others." She's also the host of the ChiroVisibility Pod, where chiropractic finds its people.

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Transcript

Back Again Without Burning Out

SPEAKER_00 0:01

Hello, welcome back to the CioVisibility podcast. I'm so excited to be back. I did the first 10 episodes and went straight through, but I knew one thing would happen. It's something I teach you about all the time. Burnout. I didn't burn out. I'm quite protective of myself. I'm protective of my time. I knew I had time to do 10. But what can happen if you're not very careful is that you can lose that momentum and you can essentially burn out, become overwhelmed by the things that you're doing. So you have to preserve your energy and preserve your time. So I've decided, and I decided this quite early on, that what I would do is get 10 out there, and then we would do one a month from here on in. So I'm aiming for one a month. Now, if you want to help me on this one, let me know what you need. Where are you stuck? Where are your challenges? What do you need to know? What you need to hear about. DM me on Instagram at Kairovisibility and or you can reply in the fan mail on here. So let me know what you need. I want to be responsive to you. I want to help you. Okay, let's get started with this next podcast. So

A Reel That Feels Unsafe

SPEAKER_00 1:12

this podcast came from inspiration of a reel I saw this morning, and it's a little bit of a tale of two reels. So this morning I saw a reel, and I genuinely have not been able to stop thinking about it. Not in a good way. It's ended up teaching me something really important about visibility and about trust and about the difference between calling your people out and calling your people in. And I'm going to show you another side to it too. So at the end, we're going to lean into a reel that gets it right. So stick with me, because this is a tale of two parts. Bit of background. Let me set the scene for you. So as a chiropractor not based in the UK, and this was a stage scenario, the whole premise of this reel was how irritated she was with her patient on the bench. And she says, Okay, I'm gonna do something a little bit firmer today. And then she slaps him around the face while he's lying there. Now I want to be really fair here. I understand 100% it was staged. I understand it was done for shock and for amusement. I understand it was meant to be funny. My rational mind knows all of that, but the problem for me is that this is so far outside the things we should be doing. You don't slap people around the face ever. Not even not never, not even in jest. And you certainly don't slap the people you were meant to be calling for, caring for, not even in stage thing. It cannot be done. And this is why it really sat with me. This is a bit I want you to hear. The second I saw it, my rational mind knew it was staged. I knew it was a joke, but my subconscious, my core, my sense of safety did not get that memo. All my body saw was the slap. All my nervous system saw was the slap because my nervous system doesn't know it was a joke, and it now holds on to that feeling of not being safe. And that's what I remember about that chiropractor now. Not her skill, which is clearly immense, not her care, which I know she has, but the slap. So think about that for a second in terms of building connection and trust and safety, the very things we are supposed to be creating with our practice members. None of that happened for me. The opposite did. There's an even deeper problem underneath the joke, and it's this. The people who feel called out by that reel are the ones who don't always do their exercises. And let's be honest with each other for a moment here. We've all got practice members who don't do their exercises. It might be frustrating, but it is how it is. We've all got the ones who absolutely do, and unless we are all perfect, we don't always do ours either. I work with families, and I'm not going to stand here and judge somebody horribly for not doing something I suggested. That's their call. They're busy people and they're grown-ups. They've already got enough on their plate, and if I did judge them, I would have to see every one of them as failing me. Okay, not everyone, but a lot. And that's just not how I want to hold my people. So here's what I want you to do instead. I

Calling Out Versus Calling In

SPEAKER_00 4:20

don't want you to go online and call people out in a way that makes them feel small or belittled. I want you to call them in because calling out is that real. It's got a bit of an edge to it. It's funny, it might even go viral. In fact, it probably will, but for all the wrong reasons. Because the people it really speaks to are actually the other chiropractors, not the practice members we are actually trying to reach. It makes the wrong people feel small and it lodges in the nervous system as something unsafe. Calling in is the opposite, it's warm, it's an invitation, it says, I see you exactly how you are. Exercise is done or not, there is a place for you here. And here's the part I really want you to hear because I don't want you walking away from this thinking that being safety-led means being serious all of the time. It really doesn't. So let me tell you about a reel I think that gets it right.

The Netflix Trend Done Right

SPEAKER_00 5:14

There's another trend going around at the moment, it's a little mockumentary style reel. You've probably seen a version of it. And the premise is really simple. It's if Netflix made a documentary about, and then you fill in the blank with your thing. So I did one for chiropisibility. Mine was if Netflix made a documentary about chiropractors supporting other chiropractors, well, that would be chiropisability. And then I did another one for my own practice. If Netflix made a documentary about a family chiropractor. And honestly, it's such an easy one to create, it's all quick cuts, and the format is practically set up for you inside the app. So the way to do this means pressing a button and it does it all for you. The settings do a lot of the work. So even if you find the video a little bit daunting, it's a great place to start because you cut out all the mistakes anyway. But here's the bit I really want you to hear. As I was making mine, I realized something. I was talking about my people in a really short way, in a fun way, in a connected way. And this is exactly what calling in looks like. Because this is the whole point I want you to take away today. Things can be fun and still be safety-led. Those two things are not in competition with one another. You don't have to choose between being warm and being playful. You don't have to be super serious to get your point across. Those two things are not in competition with one another. You can be both. And that's where the magic happens for me. It's not actually in the video itself, it's in the caption, it's in the words you write underneath, it's because of your fun and because of your voice. It's because of that is how you call your people in. The niche

Name Your Niche And Invite

SPEAKER_00 6:53

point. So if you're a chiropractor with any niche at all, and most of us have one, even if we haven't named it out loud yet, this is your moment. If your niche is runners, call in the runners. If your niche is runners with knee issues, then call in the runners with knee issues. If your niche is pediatric care, call in the mums and the dads and the parents of those tiny babies. We call them in by name, by their situation, by the exact thing they're carrying that made them look for someone like you in the first place. Not by calling people out. Not at anyone's expense. Just by saying clearly and warmly, I see you and this is for you. So that's your tale of two reels. One builds a moment of amusement at someone's expense, the other builds the connection and the trust and the safety that helps people come back. So here is your invitation this week. Go and make your own documentary, have fun with it, let it be silly, and then in the caption, do the real work and call your people in by name. Fun and safe, playful and purposeful, that's the whole game. If you want to see an example, I've got one on my chiropisability Instagram page. Just go and have a look. Remember, your people are already listening. Your job is simply to make sure that they feel when they find you it's safe enough to stay.

Community And Masterclass Invite

SPEAKER_00 8:11

And if this landed for you, come find inside the chiropisability community where chiropractic finds its people. And before I go today, I want to let you know that up and coming very soon, I have a free masterclass. If you're not already on the mailing list, drop down underneath this podcast, you will see some notes, the show notes that has my links in it. Go join the mailing list, and I'll let you know as soon as the masterclass goes out. It will be live, it will be fun, there will be prizes, and there will be a little bit more about chirovisibility and my new framework. So go find it, and I'll see you in the next one.