{"id":127,"date":"2015-01-20T11:42:03","date_gmt":"2015-01-20T11:42:03","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=127"},"modified":"2015-01-21T06:18:41","modified_gmt":"2015-01-21T06:18:41","slug":"attention-physical-therapists-why-marketing-your-services-doesnt-work","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/attention-physical-therapists-why-marketing-your-services-doesnt-work\/","title":{"rendered":"Attention Physical Therapists : Why Marketing Your Services Doesn’t Work."},"content":{"rendered":"\n\n
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Over the last year, I\u2019ve been hearing this term a lot:<\/p>\n

\u201cMarket your service\u201d. <\/p>\n

I first heard it from a practice management “guru” I watched at a seminar in San Diego and I\u2019ve continued to hear it ever more from companies advising PT\u2019s on how to Market. <\/p>\n

Sounds easy, doesn\u2019t it. <\/p>\n

Just, \u201cmarket what you do\u201d.<\/p>\n

As in, run an advert in the paper, or send out a postcard to people in your town, buy some likes on Facebook (and now pay more to \u201cboost your post\u201d) and just make people more aware or YOU and what YOU do.<\/p>\n

And if you do, they will call.<\/p>\n

And hey, \u201cyes\u201d, I get the idea behind it and even the theory. <\/p>\n

I just don\u2019t don\u2019t agree with it. <\/p>\n

Simply because it doesn\u2019t work. <\/p>\n

(Even less so if you\u2019re an independent or a small town clinic battling against the big hospitals or the POTS).<\/p>\n

Why? <\/p>\n

Simple. <\/p>\n

People don\u2019t care about “you”. <\/p>\n

Heck, most don\u2019t even know that what you do – is what they need – so they won\u2019t even call your clinic when the offer is a “freebie session”. <\/p>\n

So, instead of the message in your Ad begin about you, why not switch it to say something about the problems you know how to solve?… <\/p>\n

Say, or better yet, \u201coffer\u201d, like bait, something that can help someone (ideally your \u201cWHO\u201d), solve a problem or pain in their life and at least let them know there is a solution out there and tell them exactly how and where to get it – i.e. by calling your clinic. <\/p>\n

We\u2019re now talking about your \u201cMESSAGE\u201d. <\/p>\n

(The third part of the Marketing Triangle<\/strong>). <\/p>\n

Think of it this way:<\/p>\n

To the person who is sat at home on his or her couch…<\/p>\n

And starting to get frustrated with gradual and ever increasing intensity of their back pain, who really doesn\u2019t want to have to go through the hassle of contacting their network and doesn\u2019t even want to contemplate having to sift between all of the PT\u2019s on display in the yellow pages, to choose between the self labelled \u201cbest in town\u201d\u2026<\/p>\n

\u2026is he or she more likely to be motivated to call YOUR clinic, if they see an advert with a message which offers a free “tips report” on the best ways to end back pain?<\/p>\n

Or, one who offers a free telephone consultation with a PT before going any further and signing the forms – just to help them make the right decision? <\/p>\n

Probably. <\/p>\n

So your MESSAGE – it has to be compelling enough to spark a response. <\/p>\n

Preferably, one which is going to solve their particular problem, in the easiest and fastest possible way – that THEY See it. <\/p>\n

(Which, at this stage, is NOT attending for 10 session of treatment). <\/p>\n

However\u2026<\/p>\n

When they are calling your clinic (to request the free \u201cDIY tips report\u201d), THEN you can begin a conversation which gets to the source of their pain point – i,e, the thing that concerns them most about back pain – such as loosing their ability to work, or play time with grandchildren. <\/p>\n

And when you know that\u2026<\/p>\n

THEN you can begin to educate the person about how what you do, as in your PT skills, really is the best option to solve that specific problem. <\/p>\n

(And you do that while on the phone and you\u2019ve got all the time you need). <\/p>\n

Most clinic owners get poor results from their advertising and marketing because they give no reason to respond (free sessions aren\u2019t enough!), they offer no \u201cbait\u201d like a free report to self help, or they put out the wrong bait for the people they want to attract. <\/p>\n

If you\u2019re not giving people compelling reasons to respond in your messages, then your doing brand advertising – which is what the corporate hospitals love to waste money on – and I urge you not to copy. <\/p>\n

Your marketing message should be \u201cdirect response\u201d style. <\/p>\n

It should have a deadline, a reason to respond TODAY and even include some scarcity too. <\/p>\n

A free report is a good place to start. <\/p>\n

But make it interesting. <\/p>\n

Something that promises a benefit. <\/p>\n

And the trick is to make this message magnetic – something which screams, \u201cthat\u2019s for me\u201d. <\/p>\n

As soon as the person sees it….<\/p>\n

…They get on to the phone to your clinic because it is so clearly written for them, is about them, and matches them for their pain, fears, goals, values and hopes for the future. <\/p>\n

Make sense?<\/p>\n

Hope so. <\/p>\n

(Maybe I\u2019ll come back to this in the next email with something to help you some more). <\/p>\n

Look out for me in your inbox in a few days. <\/p>\n

In the mean time, let me have your questions by reply. <\/p>\n

I read all replies. <\/p>\n

Talk soon,<\/p>\n

Paul. <\/p>\n

P.S<\/strong> And if you want to talk with me personally on the phone or on Skype in a free strategy call to help you with this problem you\u2019re having, then let me know in a REPLY to this email.<\/p>\n","protected":false},"excerpt":{"rendered":"

Over the last year, I\u2019ve been hearing this term a lot: \u201cMarket your service\u201d. I first heard it from a practice management “guru” I watched at a seminar in San Diego and I\u2019ve continued to hear it ever more from companies advising PT\u2019s on how to Market. Sounds easy, doesn\u2019t it. Just, \u201cmarket what you…<\/p>\nRead More<\/a>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[34],"tags":[],"yoast_head":"\nAttention Physical Therapists : Why Marketing Your Services Doesn't Work. | Physical Therapy Profit Academy<\/title>\n<meta name=\"description\" content=\"How to use direct response marketing in a small town pt clinic to bring in a constant stream of hassle free, high paying cash patients.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ptprofitacademy.com\/blog\/attention-physical-therapists-why-marketing-your-services-doesnt-work\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Attention Physical Therapists : Why 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