Marketing Book For Physical Therapists: “The 3 Fundamental Rules Of Direct Marketing Success”

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This is an excerpt from Chapter 1 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

Successful marketing for physical therapy practices follows 3 fundamental rules:

1. You have to be clear on who your perfect patient is

2. You have to say the right things to your perfect patient

3. You have to reach your perfect patient in the places where they are

The usual scenario in most clinics is to decide to run an ad out of necessity because the patient volume is looking low, or even worse, the local newspaper called and offered a discount on a spot in the health feature that weekend. Neither is ideal, and the reason why is because there’s zero thought ever going into the strategy about “who” is being targeted, what “offer” will be made to them, or even if the “media” used is where the ideal target market (perfect patient) is going to be looking.

These are the 3 fundamental rules of direct marketing success and they are all being ignored in favor of a time-sensitive need to fill up the schedule or a looming deadline.

The only thought is to make the ad look aesthetically appealing and obsess over the color, the position of the logo, the font size and type, and have a designer dress it up with some attractive images.

Let me show you an example of what I mean – and YES, this was one of my own from the early days when I was dabbling with my clinic’s marketing:

Fig.3

Having spent all that time designing it the ad now “looks” perfect, the clinic owner is certain it represents his or her “brand identity” perfectly, and he can be sure that when everyone sees the ad, the phone is going to ring off the hook.

Except it doesn’t.

Then what happens next is this: the business owner, still reeling at the loss of the $500 it cost to run the ad, (and the disappointment of being rejected, and heartache of being overlooked), decides that the solution to the marketing issue must be to change the color, change the font, and perhaps make the ad a little bigger, as maybe the reason that no one called was that no one noticed it?

So the new, bigger, more visually appealing ad runs. The business owner is even more convinced that they’ve got the “look and feel” of the ad right, and he is beyond certain that this time the phone will ring off the hook.

Except it doesn’t.

There’s rarely an attempt at ad number 3. Instead, what happens next is to blame the marketing itself (to cover up the business owners inept marketing skill) and a retreat back into the comfort zone of the old-fashioned methods of marketing (to doctors or past patients) that didn’t work back then, but now, because the direct marketing isn’t working either, appears to be the only option.”

…Continued on page 13.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Paul Gough

About Paul Gough

PAUL GOUGH is one of the top Marketing and Business Coaches in the physical therapy industry and his Systems are helping clinic owners all across America run more profitable clinics. He is a published Author, Newspaper Columnist and before his stunning success in business was hired by top professional soccer teams. HIS SUCCESS STORY is one that inspires many pt's around the world - at the age of 26 Paul QUIT a high profile job in professional soccer to begin his own clinic. He had NO money, NO business or marketing skills and NO experience - and yet now owns and runs 4 pt clinics and has a proven track record of growing a physical therapy business from 0 - $2m in record time.
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