{"id":648,"date":"2015-09-09T15:00:29","date_gmt":"2015-09-09T14:00:29","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=648"},"modified":"2015-09-09T15:09:07","modified_gmt":"2015-09-09T14:09:07","slug":"how-to-become-the-brad-pitt-of-the-pt-industry","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/how-to-become-the-brad-pitt-of-the-pt-industry\/","title":{"rendered":"How to become the \u201cBrad Pitt\u201d of the PT Industry"},"content":{"rendered":"\n\n
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\n 5\/5 - (3 votes) <\/div>\n <\/div>\n

Comes a question from an email subscriber:<\/p>\n

The Hard Truth About Attracting High Value Patients To Your PT Practice! ><\/a><\/p>\n

\"Broadcast<\/a><\/p>\n

===<\/p>\n

\u201cHow do you differentiate yourself when you\u2019re a PT in a small town that has lots of businesses that provide what the consumer believes to be \u201csimilar\u201d services\u2026<\/p>\n

In my case, there\u2019s like 7 PT\u2019s in my area \u2026 not to mention chiropractors, Massage Envy, Acupuncturists.<\/p>\n

So how do I go about saying \u2018yeah, but I\u2019m different and better than all of those of 12 other options you\u2019ve got in this 3 mile radius\u2019?\u201d<\/p>\n

– Dom. Austin, Texas.<\/p>\n

===<\/p>\n

I have an answer to the question being asked, and I have a recommendation that is different than the question that Dom asked\u2026<\/p>\n

First of all, differentiation by definition requires you NOT to be what all the others are. So the first problem this PT owner has, is in identifying your self as a \u201cphysical therapist\u201d – as are all of your other competitors.<\/p>\n

It\u2019s the wrong way to present yourself for two reasons:<\/p>\n

1.) Nobody really wants PT<\/strong> – and of the ones who do, there\u2019s not enough of them to scale and grow a business.<\/p>\n

2.) People want outcomes, benefits, information and the ability to do things and go places with much less restriction than is being forced upon them by the pain or stiffness they\u2019re currently in.<\/p>\n

It just so happens that it\u2019s a \u201cphysical therapist\u201d that can help them to achieve that, and what is called a \u201ctransformation\u201d.<\/p>\n

And while every other Physical Therapist in town is advertising themselves and their \u201c25 years in business\u201d, what you\u2019ve got to do is make a list of what they\u2019re all saying\u2026 then say something ELSE!<\/p>\n

You have to position yourself as something other<\/strong> than a being a \u201clicensed physical therapist\u201d\u2026 that\u2019s what you do<\/span> rather than what you can do for people.<\/p>\n

Big difference.<\/p>\n

Massive difference.<\/p>\n

We (at the \u201cPaul Gough Physio Rooms\u201d) help people aged 50+ to keep active and mobile, free from painkillers and out of the doctors office.<\/p>\n

If I position my self as a \u201cphysical therapist\u201d, I\u2019m a commodity in a country where the main competitor is FREE.<\/p>\n

100% FREE.<\/p>\n

No copay or deductible – FREE!<\/p>\n

Had I continued to \u201cMarket\u201d myself as a physical therapist – then I\u2019d be presenting myself to the people in town as being the same as everyone else.<\/p>\n

Which would mean \u201czero\u201d<\/strong> business.<\/p>\n

(And me \u2018working for\u2019 that free hospital system!)<\/p>\n

Labelling yourself as a \u201cPT\u201d with your marketing is a lot like showing up for the singles dance with 50 guys and only 8 girls\u2026 unless you look anything like Brad Pitt or David Beckham\u2026 that\u2019s not a good scenario to be in.<\/p>\n

Therefore it doesn\u2019t matter if there\u2019s \u201c12\u201d (or \u201c112\u201d) PT\u2019s in your small town\u2026 what matters most is that your the ONLY ONE saying what you can do for me, at that moment in time.<\/p>\n

How do you do that?\u2026<\/p>\n

It starts with *picking your ideal target market*<\/em> <\/a>– the ideal patient you want to work with.<\/p>\n

Initially (via Lead Generation), getting people with pain or discomfort to raise their hands and step forward – typically by requesting information from you, that has to do with solving their problems. i.e back pain.<\/p>\n

Then, you place them into your \u201cfollow up funnel\u201d and communicate with them over and over and over again – over a period of time.<\/p>\n

Replaying your \u201cmessage\u201d, repeatedly.<\/p>\n

When – and only then – with that type of follow up system in place, does the impact of 12 other \u201ccompetitors\u201d diminish.<\/p>\n

(Big, super sized, huge ad budget corporate hospital systems, included).<\/p>\n

I could dive deep into creating such a system\u2026<\/p>\n

But, if you don\u2019t know WHO your ideal prospect is<\/a>, it wouldn\u2019t make an ounce of difference to your ability to market directly to consumers.<\/p>\n

The thing is, most PT\u2019s don\u2019t.<\/p>\n

And, this is why I wrote my latest blog post (with a Video) for you to read:<\/p>\n

– The Hard Truth About Attracting High Value Patients To Your PT Practice! ><\/a><\/p>\n

There\u2019s some info on here that you MUST know about if you plan on breaking free from relying upon doctors for your profits – or you want to win against the big hospital systems.<\/p>\n

Sincerely,<\/p>\n

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

Comes a question from an email subscriber: The Hard Truth About Attracting High Value Patients To Your PT Practice! > === \u201cHow do you differentiate yourself when you\u2019re a PT in a small town that has lots of businesses that provide what the consumer believes to be \u201csimilar\u201d services\u2026 In my case, there\u2019s like 7…<\/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":"\nHow to become the \u201cBrad Pitt\u201d of the PT Industry | Physical Therapy Profit Academy<\/title>\n<meta name=\"description\" content=\"Learn how to identify your ideal client and attract more new patients to your PT Clinic\" \/>\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\/how-to-become-the-brad-pitt-of-the-pt-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to become the \u201cBrad Pitt\u201d of the PT Industry | Physical Therapy Profit Academy\" \/>\n<meta property=\"og:description\" content=\"Learn how to identify your ideal client and attract more new patients to your PT Clinic\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ptprofitacademy.com\/blog\/how-to-become-the-brad-pitt-of-the-pt-industry\/\" \/>\n<meta property=\"og:site_name\" content=\"Physical Therapy Profit Academy\" \/>\n<meta property=\"article:published_time\" content=\"2015-09-09T14:00:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-09-09T14:09:07+00:00\" \/>\n<meta property=\"og:image\" 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