{"id":1676,"date":"2018-07-10T07:00:10","date_gmt":"2018-07-10T06:00:10","guid":{"rendered":"https:\/\/www.ptprofitacademy.com\/blog\/?p=1676"},"modified":"2018-07-09T16:27:30","modified_gmt":"2018-07-09T15:27:30","slug":"physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/","title":{"rendered":"Physical Therapy Marketing Book: “Generalists Go Broke – Specialists Get Rich!”"},"content":{"rendered":"\n\n
\n \n
\n \n
\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n <\/div>\n \n
\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n <\/div>\n<\/div>\n \n\n
\n Rate this post<\/span>\n <\/div>\n <\/div>\n

 <\/p>\n

https:\/\/www.youtube.com\/watch?v=iCHNhg5Ydbk<\/a><\/p>\n

This is an excerpt from Chapter 6 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists<\/strong><\/em>, “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)<\/a><\/em><\/p>\n

\"\"<\/p>\n

“One of the reasons that physical therapists struggle to charge higher prices than say, personal trainers, (or even hairdressers in some instances), is because we graduate as generalists. We have been taught to do a \u201clittle bit of everything\u201d, and as a result, never really specialize in anything. And that is a problem because specialists are who people seek and ultimately, spend the most money with. Generalists try to help everyone – and get tired and go broke.<\/p>\n

Specialists narrow down to a specific target market, they charge more money to provide that specialist service, and as a result, they get rich! What do you want to spend your career doing?<\/p>\n

When you get clear on your ideal patient you start the process of becoming a specialist, and because you can start to talk about their specific problems, in the eyes of that perfect patient you are becoming \u201ceverything\u201d (rather than a little bit of something to everyone).<\/p>\n

At first, it might seem counter-intuitive that you are going to choose to ignore some people and instead focus on a small pocket of people, but what needs to be understood is that if people can\u2019t find themselves in the ad or the marketing message you are putting out, they will ignore it. And that\u2019s a problem because without getting their attention they are not going to take action, and if they don\u2019t take action they will not come and see you.<\/p>\n

Sure, there might be 5000 people seeing your ad on Facebook, but if it isn\u2019t talking to someone with a specific problem, and isn\u2019t showing how you can solve it, then no one is noticing it.”<\/p>\n

Paul Gough’s Marketing book for Physical Therapists –
\n“New Patient Accelerator Method” is OUT NOW!<\/h2>\n

To get your copy go here now:<\/strong> www.paulsmarketingbook.com<\/a><\/p>\n

NOTE:<\/strong> If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you\u2019ll pay the same price, BUT, I\u2019ll be giving you some incredible bonuses for doing so\u2026 When you go to www.paulsmarketingbook.com<\/a> – choose purchase OPTION 2<\/strong> 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\u2026<\/p>\n

Go here now to get your copy:<\/a>\"\"<\/a><\/p>\n

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

– Facebook<\/a>
\n– Instagram<\/a>
\n– Twitter<\/a>
\n– The Physical Therapy Business School Podcast<\/a>
\n– LinkedIn<\/a>
\n– YouTube<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

  This is an excerpt from Chapter 6 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) “One…<\/p>\nRead More<\/a>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[38,37,34],"tags":[79,78,75,74],"yoast_head":"\nPhysical Therapy Marketing Book: "Generalists Go Broke - Specialists Get Rich!" | Physical Therapy Profit Academy<\/title>\n<meta name=\"description\" content=\"Want to read an excerpt from chapter 6 of my new marketing book for physical therapists? This one talks about how to become the most sought-after Physical Therapist in your town...\" \/>\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\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Physical Therapy Marketing Book: "Generalists Go Broke - Specialists Get Rich!" | Physical Therapy Profit Academy\" \/>\n<meta property=\"og:description\" content=\"Want to read an excerpt from chapter 6 of my new marketing book for physical therapists? This one talks about how to become the most sought-after Physical Therapist in your town...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/\" \/>\n<meta property=\"og:site_name\" content=\"Physical Therapy Profit Academy\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-10T06:00:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-07-09T15:27:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2018\/07\/Accelerator-Book-Cahpter-6.png\" \/>\n<meta name=\"author\" content=\"Paul Gough\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paul Gough\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/\",\"name\":\"Physical Therapy Marketing Book: \\\"Generalists Go Broke - Specialists Get Rich!\\\" | Physical Therapy Profit Academy\",\"isPartOf\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#website\"},\"datePublished\":\"2018-07-10T06:00:10+00:00\",\"dateModified\":\"2018-07-09T15:27:30+00:00\",\"author\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d\"},\"description\":\"Want to read an excerpt from chapter 6 of my new marketing book for physical therapists? This one talks about how to become the most sought-after Physical Therapist in your town...\",\"breadcrumb\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.ptprofitacademy.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Physical Therapy Marketing Book: “Generalists Go Broke – Specialists Get Rich!”\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#website\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/\",\"name\":\"Physical Therapy Profit Academy\",\"description\":\"Marketing Strategies For Small And Independent Physical Therapy Clinic Owners That Actually Work\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.ptprofitacademy.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d\",\"name\":\"Paul Gough\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/01\/paul-gough-wp-author-150x150.jpg\",\"contentUrl\":\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/01\/paul-gough-wp-author-150x150.jpg\",\"caption\":\"Paul Gough\"},\"description\":\"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.\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/author\/paulg\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Physical Therapy Marketing Book: \"Generalists Go Broke - Specialists Get Rich!\" | Physical Therapy Profit Academy","description":"Want to read an excerpt from chapter 6 of my new marketing book for physical therapists? This one talks about how to become the most sought-after Physical Therapist in your town...","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/","og_locale":"en_GB","og_type":"article","og_title":"Physical Therapy Marketing Book: \"Generalists Go Broke - Specialists Get Rich!\" | Physical Therapy Profit Academy","og_description":"Want to read an excerpt from chapter 6 of my new marketing book for physical therapists? This one talks about how to become the most sought-after Physical Therapist in your town...","og_url":"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/","og_site_name":"Physical Therapy Profit Academy","article_published_time":"2018-07-10T06:00:10+00:00","article_modified_time":"2018-07-09T15:27:30+00:00","og_image":[{"url":"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2018\/07\/Accelerator-Book-Cahpter-6.png"}],"author":"Paul Gough","twitter_misc":{"Written by":"Paul Gough","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/","url":"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/","name":"Physical Therapy Marketing Book: \"Generalists Go Broke - Specialists Get Rich!\" | Physical Therapy Profit Academy","isPartOf":{"@id":"https:\/\/www.ptprofitacademy.com\/blog\/#website"},"datePublished":"2018-07-10T06:00:10+00:00","dateModified":"2018-07-09T15:27:30+00:00","author":{"@id":"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d"},"description":"Want to read an excerpt from chapter 6 of my new marketing book for physical therapists? This one talks about how to become the most sought-after Physical Therapist in your town...","breadcrumb":{"@id":"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-marketing-book-generalists-go-broke-specialists-get-rich\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.ptprofitacademy.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Physical Therapy Marketing Book: “Generalists Go Broke – Specialists Get Rich!”"}]},{"@type":"WebSite","@id":"https:\/\/www.ptprofitacademy.com\/blog\/#website","url":"https:\/\/www.ptprofitacademy.com\/blog\/","name":"Physical Therapy Profit Academy","description":"Marketing Strategies For Small And Independent Physical Therapy Clinic Owners That Actually Work","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.ptprofitacademy.com\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d","name":"Paul Gough","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/01\/paul-gough-wp-author-150x150.jpg","contentUrl":"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/01\/paul-gough-wp-author-150x150.jpg","caption":"Paul Gough"},"description":"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.","url":"https:\/\/www.ptprofitacademy.com\/blog\/author\/paulg\/"}]}},"_links":{"self":[{"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/posts\/1676"}],"collection":[{"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/comments?post=1676"}],"version-history":[{"count":2,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/posts\/1676\/revisions"}],"predecessor-version":[{"id":1686,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/posts\/1676\/revisions\/1686"}],"wp:attachment":[{"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/media?parent=1676"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/categories?post=1676"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/tags?post=1676"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}