{"id":145,"date":"2015-01-21T10:26:51","date_gmt":"2015-01-21T10:26:51","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=145"},"modified":"2015-01-22T15:35:45","modified_gmt":"2015-01-22T15:35:45","slug":"what-avatar-has-to-do-with-running-a-profitable-pt-clinic-one-that-makes-a-profit-with-out-knowing-any-doctors","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/what-avatar-has-to-do-with-running-a-profitable-pt-clinic-one-that-makes-a-profit-with-out-knowing-any-doctors\/","title":{"rendered":"What “Avatar” Has To Do With Running A Profitable PT Clinic (One That Makes A Profit With Out Knowing Any Doctors Or Physicians)"},"content":{"rendered":"\n\n
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In today’s “episode”….<\/p>\n

Let\u2019s talk about what you need to create a *profitable marketing piece* using Direct Response Marketing – something that if you master, will let you put an end to your worries of no doctors referring to your clinic.<\/p>\n

So, let me introduce you to something I call the \u201cMarketing Triangle\u201d which forms the foundation of all good marketing activity\u2026<\/p>\n

It\u2019s made up of three components and they\u2019re all as important as the other:<\/p>\n

Market – Message – Media. <\/p><\/blockquote>\n

And the first I\u2019ll teach you about is the Market. <\/p>\n

This is your \u201cWHO\u201d you want to attract.<\/p>\n

(Because you don’t just wan to try and attract everyone and anyone, right?) <\/p>\n

Now…<\/p>\n

You might hear me refer to the “WHO” as an AVATAR and it\u2019s essentially WHO your IDEAL client or patient is.
\n<\/strong>
\nSomeone you love to work with. <\/p>\n

Get great results for. <\/p>\n

Someone whose hopes, dreams and goals that are perfectly aligned with your skills and specialist solutions. <\/p>\n

Thing is, NOT many pt\u2019s really know WHO their ideal patient is. <\/p>\n

Sure\u2026<\/p>\n

They will always be able to tell me that they see more people with back or neck pain etc\u2026<\/p>\n

…but rarely are they are able to describe to me their best patient in any more detail than that. <\/p>\n

What I mean? <\/p>\n

Well, let me tell you about my own \u201cavatar\u201d to help you understand: <\/p>\n

\u201cIt\u2019s\u201d a lady – and she\u2019s in her mid 50\u2019s or 60\u2019s. <\/p>\n

For a whole bunch of reasons, but in a nut shell\u2026<\/p>\n

\u2026simply because my clinics service is focused on helping people maintain independence, mobility and living free from drugs and without risk of surgery – all of the things that many women value most (MUCH more so than men). <\/p>\n

And another reason\u2026<\/p>\n

Women are \u201cpreconditioned\u201d to invest in their health – they\u2019ve been going to hairdressers, beauty salons and care greatly about how things like their nails look – enough to spend money on it – so I want to tap into that pre-conditioned behaviour pattern (rather than try to create one with guys who don\u2019t regularly spend time or money on their health). <\/p>\n

Now back to my \u201cavatar\u201d\u2026<\/strong><\/p>\n

She is married with children (and now have grandchildren who they adore), are politically \u201cconservative\u201d, pay using American Express Cards (rather than VISA or MasterCard) and are MORE interested in things like maintaing self worth, independence and mobility and playing with those grandchildren in the park – than they are ending \u201cback pain\u201d. <\/p>\n

I even got it down to which newspaper and magazines she likes to read, what TV shows and which radio station she is more likely to be listening too. <\/p>\n

What\u2019s more\u2026<\/p>\n

I spend so much time thinking about her and talking about her, I felt I had to give her a name – so I did, and it\u2019s \u201cMary\u201d!<\/p><\/blockquote>\n

And whenever I\u2019m preparing a marketing piece to attract more \u201cMary\u2019s\u201d to my clinic, I go so far as to look at a picture of a \u201cbest\u201d patient of mine (called Mary) – one who accurately represents the type of person I love to work with and want to see more of in clinic.<\/p>\n

Consequently\u2026<\/p>\n

When I sit down to write these marketing pieces, say for a newspaper advert, I have a clear understanding of what to write that will motivate many more people like \u201cMary\u201d, to respond to my message. <\/p>\n

And that \u201cMessage\u201d (another part of the Marketing Triangle) has nothing to do with \u201cme\u201d, my services, how reputable I think I am, or how many years I\u2019ve been in business. <\/p>\n

I make NO attempt to be \u201call-inclusive\u201d or to cast the net wide to catch as many fish as possible – like most of the guru\u2019s will tell you to do. <\/p>\n

Nor do I even give a minutes thought to who I might repel, even offend (usually doctors or drug companies!) when I do so either. <\/p>\n

In fact, the more I mention those two in my ads in a negative way, the more calls to my clinic I seem to get from \u201cMary\u2019s\u201d!<\/p>\n

I know my prime target (the \u201cWHO\u201d) – and I design my \u201cMessages\u201d and choose my \u201cMedia\u201d accordingly. <\/p>\n

How about you? <\/p>\n

What messages are you writing?<\/p>\n

Where are you placing them and who are they going to? <\/p>\n

Are you doing what most other pt\u2019s do and making the mistake of marketing \u201cyour services\u201d?<\/p>\n

Or\u2026<\/p>\n

Are you writing cleverly worded messages that seek out your ideal patients by aligning your specialist services with the values of highly motivated patients?<\/p>\n

Ones who feel compelled to call your clinic because you seem to \u201cget them\u201d better than anyone else and because of that will pay any price you set? <\/p>\n

If you\u2019re NOT currently doing that\u2026<\/p>\n

*Want some help to get started?* <\/p>\n

HIT REPLY to this email now and let me know what questions you have for me. <\/p>\n

Or, if you want to talk on the phone or face to face on Skype, give me signal in the same reply. <\/p>\n

Be quick though\u2026<\/p>\n

For obvious reasons, (like my own time famine), I can only give one free strategy call away per week. <\/p>\n

Get it in time, by reply.<\/p>\n

Talk soon.<\/p>\n

Paul. <\/p>\n

P.S Now you know about one of the components in the Marketing Triangle you need to know to beat the POTs to the patients\u2026<\/p>\n

I\u2019ll discuss the others in much more detail, next time. <\/p>\n

Be sure to watch for my name appear in your inbox \ud83d\ude09<\/p>\n

Note to reader: Click Here to Subscribe to Paul’s Marketing Tips Email List >>> <\/a>