People are scared of things that they don't fully grasp. Especially when it has something to do with their health.

Practices whether they realize or not, face a unique challenge. You must first convince people of the effectiveness and safety of adjustments. Only then you can convince them to come to your practice.

The vast majority of people are well meaning but poorly informed.

To grow a practice, you have to first educate the local population of the benefits but them convince them that you are the best option.