{"id":540,"date":"2015-08-07T08:41:01","date_gmt":"2015-08-07T07:41:01","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=540"},"modified":"2015-08-07T08:41:01","modified_gmt":"2015-08-07T07:41:01","slug":"wall-street-journal-reveals-why-free-screen-doesnt-always-work","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/wall-street-journal-reveals-why-free-screen-doesnt-always-work\/","title":{"rendered":"Wall Street Journal Reveals Why \u201cFree\u201d (Screen) Doesn\u2019t Always Work."},"content":{"rendered":"\n\n
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\n Rate this post<\/span>\n <\/div>\n <\/div>\n

Following is a true story:<\/p>\n

Back in July I visited \u201cSan Francisco\u201d.<\/p>\n

Flew up from San Diego.<\/p>\n

And in the departure lounge waiting for the short flight, it was obvious that the flight was \u201cfull\u201d.<\/p>\n

What followed was the airlines usual (lame!) attempt to bump a few people off to the next flight with an ethical bribe of a \u201cfree flight\u201d (anywhere in the U.S), if you go later.<\/p>\n

Yet no one was interested.<\/p>\n

Even though it was \u201cFree\u201d.<\/p>\n

And hence forth the reason that what starts out as a \u201cfree flight anywhere in the U.S\u201d, soon becomes \u201cTWO free flights anywhere in the U.S\u201d, upgraded with drinks and a nice meal in the airport, thrown in while you wait.<\/p>\n

Do they rush to the airline desk to claim it?<\/p>\n

Nope.<\/p>\n

Even with the \u201cfree + benefits\u201d offer they struggle to convince people to wait just a couple of hours to go on the next flight.<\/p>\n

But the funny thing about that, is this:<\/p>\n

In the cold light of day, if you asked 300 people if they\u2019d wait just two hours to get somewhere and in exchange they\u2019d be given $1000\u2019s of dollars worth of free flights and more – they\u2019d all say \u201cyes\u201d, they would take it.<\/p>\n

But they don\u2019t.<\/p>\n

See, the airline industry official stats say that less than 1% of people actually even walk to the counter to enquire about the possibility of taking their FREE-bie offer, never mind actually consider it.<\/p>\n

Why?<\/p>\n

Simple.<\/p>\n

Most people value their time and convenience more than they do money.<\/p>\n

That, and a huge lack of \u201ctrust\u201d.<\/p>\n

A lack of trust that the airline won\u2019t make them fly on certain times of the day that they can\u2019t (or don\u2019t want to fly), when trying to redeem the freebie tickets.<\/p>\n

Plus, a lack of trust that the airline won\u2019t add some type of tax or fare too it, at a later date.<\/p>\n

Do these people rationally walk to the counter and ask for answers to these questions to get clarification so they can make an informed decision??<\/p>\n

Again, na-da.<\/p>\n

The relevance for PT\u2019s?<\/p>\n

This:<\/p>\n

Advertising \/ offering \u201cfree screens\u201d talks to the exact same decision making part of the brain as the airlines are when trying to give away free travel tickets, in exchange for just two of hours of time.<\/p>\n

People see your advertisement for a free screen from \u201ccold\u201d, and they either don\u2019t see the value in it, or, they assume their\u2019s a catch.<\/p>\n

Either way, it\u2019s your loss.<\/p>\n

And might begin to explain away why some of your patients say \u201cI haven\u2019t got the time for PT right now\u201d.<\/p>\n

(What they\u2019re really saying is \u201cI don\u2019t trust that what you\u2019ll do for me, is actually worth giving up my time for\u201d).<\/p>\n

No body is that busy.<\/p>\n

But we\u2019re are all that \u201cPredictably Irrational\u201d.<\/p>\n

And as it happens, it\u2019s the subject of one the most influential business \/ marketing books I\u2019ve ever read.<\/p>\n

It\u2019s written by the author \u201cDan Airely\u201d.<\/p>\n

He was featured in the Wall Street Journal just last week talking about this type of behaviour in response to \u201cfree\u201d.<\/p>\n

You should check the book out.<\/p>\n

Understanding basic human behaviour is a pre-requisite to getting good at Marketing.<\/p>\n

Anyhoo.<\/p>\n

If you want to short the \u201cgetting good at marketing\u201d process, go here next:<\/p>\n

– Request A PT Clinic Marketing Strategy Call With Paul Gough ! >\u00a0<\/a><\/p>\n

Spaces are limited.<\/p>\n

Have a great weekend.<\/p>\n

Paul Gough.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Following is a true story: Back in July I visited \u201cSan Francisco\u201d. Flew up from San Diego. And in the departure lounge waiting for the short flight, it was obvious that the flight was \u201cfull\u201d. What followed was the airlines usual (lame!) attempt to bump a few people off to the next flight with an…<\/p>\nRead More<\/a>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[62],"tags":[],"yoast_head":"\nMarketing Strategies For Physical Therapy Clinics.<\/title>\n<meta name=\"description\" content=\"Learn more about why free screen Physical Therapy advertisements rarely work - and what to do instead with your PT clinics marketing strategies.\" \/>\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\/wall-street-journal-reveals-why-free-screen-doesnt-always-work\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Strategies For Physical Therapy Clinics.\" \/>\n<meta property=\"og:description\" content=\"Learn more about why free screen Physical Therapy advertisements rarely work - and what to do instead with your PT clinics marketing strategies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ptprofitacademy.com\/blog\/wall-street-journal-reveals-why-free-screen-doesnt-always-work\/\" \/>\n<meta property=\"og:site_name\" content=\"Physical Therapy Profit Academy\" \/>\n<meta property=\"article:published_time\" content=\"2015-08-07T07:41:01+00:00\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/wall-street-journal-reveals-why-free-screen-doesnt-always-work\/\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/wall-street-journal-reveals-why-free-screen-doesnt-always-work\/\",\"name\":\"Marketing Strategies For Physical Therapy Clinics.\",\"isPartOf\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#website\"},\"datePublished\":\"2015-08-07T07:41:01+00:00\",\"dateModified\":\"2015-08-07T07:41:01+00:00\",\"author\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d\"},\"description\":\"Learn more about why free screen Physical Therapy advertisements rarely work - and what to do instead with your PT clinics marketing strategies.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/wall-street-journal-reveals-why-free-screen-doesnt-always-work\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.ptprofitacademy.com\/blog\/wall-street-journal-reveals-why-free-screen-doesnt-always-work\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/wall-street-journal-reveals-why-free-screen-doesnt-always-work\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.ptprofitacademy.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Wall Street Journal Reveals Why \u201cFree\u201d (Screen) Doesn\u2019t Always Work.\"}]},{\"@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. 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