{"id":206,"date":"2015-01-26T10:11:09","date_gmt":"2015-01-26T10:11:09","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=206"},"modified":"2015-01-26T12:01:36","modified_gmt":"2015-01-26T12:01:36","slug":"why-advertising-free-sessions-can-hurt-physical-therapy-clinic-profits","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/why-advertising-free-sessions-can-hurt-physical-therapy-clinic-profits\/","title":{"rendered":"Why Advertising “Free Sessions” Can Hurt Physical Therapy Clinic Profits"},"content":{"rendered":"\n\n
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\n Rate this post<\/span>\n <\/div>\n <\/div>\n

An email subscriber asks:<\/p>\n

===<\/p>\n

“Paul\u2026 I\u2019m running an advert in a local newspaper that offers a free consultation with me\u2026 a 60 minute one\u2026 and yet despite running this advert three times, I\u2019ve had no calls. <\/p>\n

What gives? Why can\u2019t I get people to respond to a free session of pt?”<\/p>\n

– Pt asked to remain nameless.<\/p>\n

==<\/p>\n

Let me tell you a story. <\/p>\n

Last summer I co-taught a webinar that was basically doing marketing critiques for pt clinic owners. And I\u2019ll never forget how many pt\u2019s ran adverts just offering:<\/p>\n

\u201cClaim your free consultation with a
\nqualified physical therapist – call today!\u201d. <\/p>\n

My response?<\/p>\n

\u201cWhy?\u201d<\/p>\n

(Should I \u201ccall today\u201d)<\/p>\n

Quite frankly, unless you give people a reason to claim that \u201cfreebie consultation\u201d, most wont. <\/p>\n

Then where do you go from \u201cfree\u201d? <\/p>\n

If they over look your offer of \u201cfree\u201d, how will they ever consider paying for treatment \u2014 even if it\u2019s just the deductible? <\/p>\n

And saying it is pure neediness. <\/p>\n

The signal you\u2019re giving off is that you need their custom – and the last place any person wants to go to is to a health place that is desperate for some more business. <\/p>\n

So, if you\u2019re doing it too, listen up:<\/p>\n

If there\u2019s one thing that will destroy your sales, reputation, clinics profits and marketing efforts, and reduce your clinics integrity to less than zero, it\u2019s being needy. <\/p>\n

When it comes to \u201cfree\u201d, there HAS to be a reason you\u2019re doing it. <\/p>\n

There must be a restriction on how many (scarcity). <\/p>\n

The promotion MUST go away and come back (like a real promotion does). <\/p>\n

And it must be something that is targeted to a specific group of people. <\/p>\n

(So that not just anyone can walk in and get it). <\/p>\n

So, if you\u2019re giving away \u201cfree\u201d\u2026 and struggling to make even that work, just stop. <\/p>\n

It comes off as desperate. <\/p>\n

(And, needy). <\/p>\n

Start applying REAL terms, conditions and restrictions to any \u201cfree offers\u201d that you make, or better yet, rid your self of \u201cfree\u201d completely. <\/p>\n

Replace “free sessions” with “information”. <\/p>\n

Because sending out \u201cinformation\u201d (to help people make a better, more educated and more informed decision) forces people to see the true value in what you do – meaning, you can charge the maximum value for it. <\/p>\n

How can you do that? <\/p>\n

Simple. <\/p>\n

Get your own *automated marketing follow up system*. <\/p>\n

Having a marketing system is the opposite of needy. <\/p>\n

And, the opposite of what most pt\u2019s do. <\/p>\n

Want some help to create one?<\/p>\n

We can do it together on a Strategy Call. <\/p>\n

Info, here:<\/p>\n

– 45 Minute Marketing Strategy Call For PT Clinic Owners >>> <\/a><\/p>\n

Fill out the form and we\u2019ll arrange to get on Skype in the next few days. <\/p>\n

Paul Gough. <\/p>\n

===<\/p>\n

Note to physical therapist looking for marketing ideas…<\/p>\n

Sign up to Pauls email list and get Marketing ideas and strategies for your pt clinic sent to you by email:<\/p>\n

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