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b'"Early to bed. Early to rise. Work like hell and ADVERTISE!" These words from our profession\'s developer still echo throughout chiropractic. From the beginning, we chiropractors have been avid marketers \\u2014 we\'ve had to for our very survival. It\'s always been a sink or swim situation. And it will continue to be this way until our individual advertising and marketing efforts rise above the level of promotion-for-self. The message that we promote must be BIGGER than ourselves; it needs to go beyond that of self-promotion. Never in history have we had the opportunity like we do now to tell our story in a way that allows us to not only touch our community, but the whole world at the same time. The Internet gives us this ability. And so through mediums such as blogs, videos, podcasts, graphics, and social media, we can now begin to brand ourselves as chiropracTORs \\u2014 not for ourselves \\u2014 but for chiropracTIC. Because it is through this type of "bigger than self" promotion that we can truly begin affect change in the way our society does health care. Today on Spinal Column Radio, Dr. Thomas Lamar mines the depths of this topic by first answering a listener email on how chiropractic students can begin branding themselves as "TORS for the TIC" while still in school. His "nuts and bolts" explanation is then further fleshed out with inspiring interviews with the crew of the Chiropractic United Podcast (Drs. Deed Harrison, Fred DiDomenico, and Joe Ferantelli); chiropracTIC student, Brett Jones; and pre chiropracTIC student and long-time SCR listener, Patrick Dunphy. In addition, Dr. Lamar pulls out some examples of what this can look like. Plus, he even shares what can happen when you put a message out that is bigger than yourself. And if all that weren\'t enough, he\'s joined by a special in-studio "audience-of-one." (Chiropractic United and Patrick Dunphy interviews recorded at the 2012 California Jam in Costa Mesa, California).\\n\\n[Plus, Pre Show SPECIAL REPORT: Dr. Austin Davis take YOU the listener, on our behalf, Inside the DE Scene to Pay Homage to the one that DARED TO DEFEND THE PRINCIPLE -- Dr. Sid Williams].'