{"id":990,"date":"2016-05-08T10:42:58","date_gmt":"2016-05-08T09:42:58","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=990"},"modified":"2017-12-13T14:26:21","modified_gmt":"2017-12-13T14:26:21","slug":"physical-therapy-business-growth-school-week-1","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-1\/","title":{"rendered":"[PT Business Growth School] &#8211; Discover Your Clinics USP (Part 1)"},"content":{"rendered":"\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-top\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;990&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;top&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;7&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;4.4&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Rate this post&quot;,&quot;legend&quot;:&quot;4.4\\\/5 - (7 votes)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;[PT Business Growth School] - Discover Your Clinics USP (Part 1)&quot;,&quot;width&quot;:&quot;125.1&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 125.1px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 19.2px;\">\n            4.4\/5 - (7 votes)    <\/div>\n    <\/div>\n<div class=\"arve\" data-mode=\"normal\" data-provider=\"youtube\" id=\"arve-youtube-txaepo1zzgk69f955a7e65aa850229198\">\n<span class=\"arve-inner\">\n<span class=\"arve-embed arve-embed--has-aspect-ratio\">\n<span class=\"arve-ar\" style=\"padding-top:56.250000%\"><\/span><iframe allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen class=\"arve-iframe fitvidsignore\" data-arve=\"arve-youtube-txaepo1zzgk69f955a7e65aa850229198\" data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/tXAEpO1zzgk?iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"0\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/tXAEpO1zzgk?iv_load_policy=3&#038;modestbranding=1&#038;rel=0&#038;autohide=1&#038;playsinline=0&#038;autoplay=0\"><\/iframe>\n\n<\/span>\n\n<\/span>\n<script type=\"application\/ld+json\">{\"@context\":\"http:\\\/\\\/schema.org\\\/\",\"@id\":\"https:\\\/\\\/www.ptprofitacademy.com\\\/blog\\\/physical-therapy-business-growth-school-week-1\\\/#arve-youtube-txaepo1zzgk69f955a7e65aa850229198\",\"type\":\"VideoObject\",\"embedURL\":\"https:\\\/\\\/www.youtube-nocookie.com\\\/embed\\\/tXAEpO1zzgk?iv_load_policy=3&modestbranding=1&rel=0&autohide=1&playsinline=0&autoplay=0\"}<\/script>\n<\/div>\n\n<p>Week one of <strong>\u201cPT Business Growth School\u201d<\/strong> kicked off this week, and just as I imagined, we had GREAT time with a number of breakthroughs.<\/p>\n<p>It was high energy\u2026<\/p>\n<p>It was intense\u2026<\/p>\n<p>And there were a lot of breakthroughs\u2026<\/p>\n<p>If you joined in with us, you know exactly what I\u2019m talking about.<\/p>\n<p>But as I know some of you weren\u2019t able to join the program this time, I wanted to keep you informed of what we\u2019re learning.<\/p>\n<p>So here\u2019s a look behind the scenes of what happened in<strong> Module 1 of the class<\/strong>, and we share with you <strong>\u201c10\u201d<\/strong> of the most powerful highlights from week one of PT Business Growth School:<\/p>\n<h1 style=\"text-align: center;\">Key Takeaways<\/h1>\n<h2>#1 USP &#8211; What It Is\u2026 And WHY You Need One<\/h2>\n<p>Your USP is THE most important thing you can get clear on.<\/p>\n<p>IT\u2019s impossible to grow a business without knowing yours.<\/p>\n<p>What is a USP?\u2026<\/p>\n<p>It\u2019s the thing that elevates you above the noise &#8211; helps you stand out from the competition.<\/p>\n<p>It\u2019s usually known as a \u201cUnique Selling Proposition\u201d, but I prefer:<\/p>\n<p><strong>Unique Serving Proposition.<\/strong><\/p>\n<p>Having a clearly defined USP makes you DIFFERENT, helps people make better decisions about coming to see you, and if you intertwine it in your clinics communication, it\u2019s also one of the ways you can overcome co-pay and out of network cost objections from patients who are still a little hesitant.<\/p>\n<p>Many Business Owners make this mistake in their clinic branding and Marketing strategy &#8211; they assume their clinics Marketing message should be all about THEMSELVES, it shouldn\u2019t.<\/p>\n<p>All of your brand and Marketing <strong>should be about your PATIENTS,<\/strong> and what\u2019s in it for them, so the consumer can make a decision on you and what you do &#8211; in a heartbeat.<\/p>\n<h2>#2 A USP Is NOT A Slogan<\/h2>\n<p>The truth is slogans like <em>\u201cproviding quality, effective care\u201d<\/em> and, <em>\u201cthe results you want, the care you deserve\u201d<\/em> &#8211; don\u2019t mean a thing to your patients. Yes they want great \u201cresults\u201d and \u201ccare\u201d\u2026 But don\u2019t you think that\u2019s what they expect?<\/p>\n<p>The big guys like Apple and Pepsi can get away with this &#8211; BECAUSE THEY SPEND MILLIONS OF DOLLARS PER YEAR to make sure we remember it.<\/p>\n<p>But as small clinic owners with small budgets,<strong> forget it!<\/strong><\/p>\n<p>Create a clear, easy to understand USP that resonates with your patients completely, and they won\u2019t have to think about WHY they\u2019re paying you this deductible or co-pay you\u2019re asking for.<\/p>\n<h2>#3 Understand How You Are Really Serving Your Patients<\/h2>\n<p>We don\u2019t do \u201cPT\u201d.<\/p>\n<p>What we do is much more important than that.<\/p>\n<p>What we do?<\/p>\n<p>We help people live a life without painkillers, avoid surgery, and help people walk further for longer\u2026<\/p>\n<p>People will pay $50 to relieve their back pain\u2026<\/p>\n<p>\u2026But they will pay <strong>$1000\u2019s<\/strong> to get back their confidence to play golf every weekend, or play with their grandkids in the swing park again.<\/p>\n<p>The problem with being a \u201cService\u201d is that people don\u2019t value the skill associated with the service &#8211; only the end result.<\/p>\n<h2>#4 Your Patients Have Three Problems<\/h2>\n<p>External, internal and philosophical.<\/p>\n<p>Most PT\u2019s talk to people about their external problems when what they should be doing to stand out, is talk to them about <strong>INTERNAL problems.<\/strong><\/p>\n<h2>#5 The Most Important Point To Remember When Trying To \u201cSell Your Services\u201d<\/h2>\n<p>As a general rule, we move<strong> AWAY from pain and loss &#8211; not towards health and happiness<\/strong> &#8211; which is why slogans that promise \u201creach the peak of health\u201d, don\u2019t resonate with many people or compel them to make decisions.<\/p>\n<p>People have a hard time imagining how good it feels to be happy and healthy right now when they\u2019re suffering. Move them <strong>AWAY from pain, and co-pay won\u2019t be an issue.<\/strong><\/p>\n<p><a href=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Instagram-Quote-Dr-referrals.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-991 size-large\" src=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Instagram-Quote-Dr-referrals-1024x1024.png\" alt=\"Instagram Quote - Dr referrals\" width=\"625\" height=\"625\" srcset=\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Instagram-Quote-Dr-referrals-1024x1024.png 1024w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Instagram-Quote-Dr-referrals-150x150.png 150w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Instagram-Quote-Dr-referrals-300x300.png 300w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Instagram-Quote-Dr-referrals-768x768.png 768w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Instagram-Quote-Dr-referrals-624x624.png 624w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Instagram-Quote-Dr-referrals.png 1080w\" sizes=\"(max-width: 625px) 100vw, 625px\" \/><\/a><\/p>\n<h2>#6 The Trump Effect<\/h2>\n<p>I\u2019m not shocked by HOW Donald Trump has been successful in spite of everything that gets said about him.<\/p>\n<p>What does he do so well?<\/p>\n<p><strong>He makes his message very simple and clear so that it\u2019s blindingly obvious what he\u2019s going to do for people.<\/strong><\/p>\n<p>If you say you\u2019re a Physical Therapist, that\u2019s not blindingly obvious.<\/p>\n<p>Why? Because if you interviewed 1000 people and asked them, none of them would be able to give you a consistent, or accurate representation of what you could do &#8211; for them.<\/p>\n<p>Ask a Trump supporter what he will do for them and the answer will be <em>\u201cHe\u2019ll build us a wall\u201d.<\/em><\/p>\n<p>What are your prospective patients saying about what you, and a PT does?<\/p>\n<h2>#7 Core Values &#8211; Why Do You Need Them?<\/h2>\n<p>Core values help you to create a company that runs and thrives without the owner.<\/p>\n<p>They make hiring and firing easy, and patients LOVE coming to a place with a genuine focus on core values.<\/p>\n<p>At the <a href=\"http:\/\/www.paulgoughphysio.com\/\">Paul Gough Physio Rooms<\/a>, sticking to the core values we got clear on, coincided with explosive growth of the business that has never slowed since.<\/p>\n<h2>#8 Create An Experience Your Patients Won\u2019t Forget<\/h2>\n<p>Having core values embedded in your business will help you create an experience you want your patients to feel consistently.<\/p>\n<p>\u2018WOW\u2019 them with world class customer service, and clinic growth will become a hundred times easier.<\/p>\n<h2>#9 Effortless Company Decisions<\/h2>\n<p>All of your company decisions can be made from your core values, and that lets you strip away any emotion surrounding difficult decisions that are associated with running a business.<\/p>\n<p>They help you to focus clearly on creating a BETTER place for your patients, staff and YOU!<\/p>\n<p>(And make the hiring and firing process, a breeze).<\/p>\n<h2>#10 Your Job Is To \u201cDrive The Bus\u201d<\/h2>\n<p>As a business owner, your job is to <strong>\u201cdrive the bus\u201d<\/strong> and to do that successfully you need a clear destination, and clearly defined core values that govern the behaviour of the people on the bus.<\/p>\n<p>(Your staff!)<\/p>\n<p>This guarantees you a rockstar team &#8211; without the hassle and crap that comes with hiring that one \u201crock star\u201d who you sometimes feel dependent upon and live in fear of losing.<\/p>\n<p>It\u2019s all about creating a culture with the right people that have your back when it comes to growing the business and serving your patients &#8211; and letting go of the ones who don\u2019t, or won\u2019t get on board with change.<\/p>\n<p>Bus drivers NEVER try to stop people getting off &#8211; because there\u2019s always someone else to pick up at the next stop!<\/p>\n<p><strong>Just keep driving!<\/strong><\/p>\n<p>Anyhow\u2026<\/p>\n<p>That\u2019s it for Module 1\u2026<\/p>\n<p>The students are all getting on with their homework right now ahead of next week\u2019s class where we\u2019ll be joined by PT Industry superstar Jerry Durham!\u2026<\/p>\n<p>We\u2019ll be going into depth on something I call the <strong>\u201cNew Patient Journey Experience\u201d<\/strong> &#8211; refining every touch point that your patients experience with you, and showing the students how to consistently provide amazing experiences all across your business.<\/p>\n<p>We\u2019ll send you a re-cap of Module 2.<\/p>\n<p>===<\/p>\n<p><strong>If you\u2019d like to get notified of when this class next becomes available<\/strong> &#8211; <a href=\"https:\/\/ptprofitacademy.leadpages.co\/growth-school-early-nov\/\">please click here and we\u2019ll be sure to add you to the early priority list, next time.<\/a><\/p>\n<p>OR, if you\u2019re brand new to my Business Education Material:<\/p>\n<p><a href=\"https:\/\/my.leadpages.net\/leadbox\/14239b173f72a2%3A1580dba8fb46dc\/5705241014042624\/\">Click Here to Subscribe to my email list and I\u2019ll send you More Physical Therapy Business Education &gt;&gt;&gt;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Week one of \u201cPT Business Growth School\u201d kicked off this week, and just as I imagined, we had GREAT time with a number of breakthroughs. It was high energy\u2026 It was intense\u2026 And there were a lot of breakthroughs\u2026 If you joined in with us, you know exactly what I\u2019m talking about. But as I&hellip;<\/p>\n<a class=\"more-button\" href=\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-1\/\">Read More<\/a>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[34],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>[PT Business Growth School] - Discover Your Clinics USP (Part 1) | Physical Therapy Profit Academy<\/title>\n<meta name=\"description\" content=\"Here\u2019s a look behind the scenes of what happened in Module 1 of Physical Therapy Business Growth School, we share with you &quot;10&quot; of the most valuable take aways\" \/>\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-business-growth-school-week-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[PT Business Growth School] - Discover Your Clinics USP (Part 1) | Physical Therapy Profit Academy\" \/>\n<meta property=\"og:description\" content=\"Here\u2019s a look behind the scenes of what happened in Module 1 of Physical Therapy Business Growth School, we share with you &quot;10&quot; of the most valuable take aways\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-1\/\" \/>\n<meta property=\"og:site_name\" content=\"Physical Therapy Profit Academy\" \/>\n<meta property=\"article:published_time\" content=\"2016-05-08T09:42:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-13T14:26:21+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Instagram-Quote-Dr-referrals-1024x1024.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=\"6 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-business-growth-school-week-1\/\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-1\/\",\"name\":\"[PT Business Growth School] - Discover Your Clinics USP (Part 1) | Physical Therapy Profit Academy\",\"isPartOf\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#website\"},\"datePublished\":\"2016-05-08T09:42:58+00:00\",\"dateModified\":\"2017-12-13T14:26:21+00:00\",\"author\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d\"},\"description\":\"Here\u2019s a look behind the scenes of what happened in Module 1 of Physical Therapy Business Growth School, we share with you \\\"10\\\" of the most valuable take aways\",\"breadcrumb\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-1\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-1\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-1\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.ptprofitacademy.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"[PT Business Growth School] &#8211; 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