So I’m back at my office in Orlando today…

…just returned from a 10 day trip back to the UK to check in on my clinic AND, host a mastermind meeting attended by the UK and Europe’s top Clinic owners.

So what can I share with you today to help you?

How about this…

Just this morning one of my team members had a conversation with a clinic owner from Mississippi…

The general frustration that this clinic owner had when he spoke to us was that he didn’t want to be just another “average Physical Therapist”.

The question he asked was this:

“What do I need to do to avoid
being yet another ‘average’ Physical Therapist?”

The answer is not what you think…

See, every Physical Therapy clinic owner thinks that the secret to being an above average clinic owner is to GET MORE SKILLS.

And, yet, no matter how many dry needling or massage qualifications a clinic owner gets, their profits are still “average”.

So what is the secret?

It’s actually in the way you are positioned.

If you are positioned like all of the other Physical Therapists, you’ll be looked at as similar if not the same as most of them.

By definition, you will be another “average Physical Therapist”.

Positioning is the result of the Marketing that you do (or don’t do).

Positioning allows you to become a LEADER of a specific field such as sports injuries, back pain or instantly thought as someone who helps people with balance and falls issue.

Positioning allows people to look at you (before they even meet you) and conclude for themselves that you are the obvious EXPERT in the field that they have their problem.

Most clinic owners NEVER grasp this.

If they do any marketing whatsoever it is usually one “average” ad after another, talking about their experience, their credentials, their friendly service or their private treatment rooms.

Yet, no matter many times they run the ad, the response rarely changes, and if they do get a call it’s usually from people who don’t see their value.

Lesson?

You can not build a profitable business if your POSITIONING isn’t right.

Want some help to improve your positioning in your community?

If so, go here to book a call with one of my team:

• Book a 100% Free Marketing Plan Strategy Call w/Paul Gough’s senior Marketing Person (40 mins).

We’ll get on the phone with you and help you create a Marketing Plan with a specific MESSAGE that positions you as an EXPERT in your community so that more people will want to hire you.

The difference between spending your whole career being OVERLOOKED or charging rock bottom prices just to get a couple of patients on schedule…

…and having the phone ringing off the hook with people happy to pay fees that make being in business worthwhile is ALWAYS how well you MARKET what you can do for people.

Get on a call with us and we’ll help you start the process of doing that:

• Book a 100% Free Marketing Plan Strategy Call w/Paul Gough’s senior Marketing Person (40 mins).

Sincerely,

Paul Gough

P.S About you working with us at our upcoming Events:

If you’re interested in working on your marketing with us IN-PERSON, the next opportunity for you to do that is June 29-30 in Nashville at the Rapid Action Marketing Implementation Bootcamp.

We’ll help you implement 10 Marketing Campaigns in just 48 hours.

Last time we ran this course we had clinic owners who were stepping out of the room at the event to book patients from the campaigns we had helped them implement earlier that day.

Reach out to my team at paul@paulgough.com now if you want to know more or book a call and we’ll tell you how it works.

• Book a 100% Free Marketing Plan Strategy Call w/Paul Gough’s senior Marketing Person (40 mins).

More Resources by Paul Gough:

Paul Gough’s Cash Club Community: join the Cash Club coaching program: www.ptprofitacademy.com/cash-club

Check out Paul’s No.1 Best Selling PT Business Books:

Marketing Book For Physical Therapists – “New Patient Accelerator Method”:
www.paulsmarketingbook.com

Hiring Book for Physical Therapists – “The Physical Therapy Hiring Solution”:
www.paulshiringbook.com

Want to hire Paul to speak at your next Marketing or Business event? Or, talk to the students at your PT School? Get in touch here: www.paulgough.com/hire-me/

Every 4 months we open up the doors of the, “Paul Gough Physio Rooms”, and invite Britain and Europe’s most aspiring clinic owners to come and look behind the scenes…

These ^^^ clinic owners get to work personally with both me and my Team. 

They get to see everything from how we answer the phone, how we follow up with clients and how my team works together when patients are not there. 

For the last two days we have looked at everything from marketing, conversions, prices, recruitment and staff training… to Leadership and tracking numbers…

We spoke about Marketing and what is working right now to continue to bring a steady supply of 80-100 absolute brand new cash paying patients into my clinic all paying £65+ pounds PER SESSION. 

We spoke about how to get off the hamster wheel of waiting for a referral from a doctor or a low paying medical agency…

We spoke about converting inquires to patients and what is the no.1 thing that affects the likelihood someone who found you on Facebook or from a Google search, will actually book an appointment. 

We spoke about Leadership and in particular how a CEO’s job is to set the standards and then help staff to reach those standards.

We want employees to be successful and they can only do that if they know what is actually required OF THEM to achieve it.

A real Leader is concerned not so much with obsessing over a “five year vision” and instead, is more focused on ensuring daily standards are hit meaning the staff can call themselves successful.

One other thing we discussed, how Culture is ultimately defined by how your staff behave when the Leader (you) is not around. 

I’ve learned a lot of lessons on this since moving 3000 miles away.

Anyhoooo….

Enough of me describing what happened… here’s a look at what did happen.

Click below to watch some of the behind the scenes footage I captured on my phone:

CLICK TO WATCH THE LIVE VIDEO.

So what’s this “mastermind stuff” about?…

If your Physical Therapy practice has stayed the same for the last 6-12 months in terms of it’s profit and the hassle you’re experiencing… chances are it will stay the same for the next 6-12 months. 

After all, if nothing changes, nothing changes. 

The next time I’ll be running an event in Europe/UK is August 29-30th where I am heading to Dublin. 

I’ll be working with some of the most profitable clinic owners from UK/Europe – scratch it out in your diary if you’re wanting to join us. 

In the mean time – or if you can’t wait that long to start making some progress, book a call with my top Marketing Strategist and we’ll give you a few ideas to get your clinic moving. 

– Book A Free Marketing Plan Strategy Call With Paul Gough’s Top Marketing Strategist 

(We can also tell you about the Dublin meeting and if you qualify to come). 

Much love ❤️ to all the clinic  owners out there battling with crappy insurance companies who pay a pittance or dealing with stuck up doctors who refuse to refer patients to great physio clinics like yours.

Cheers,

Paul Gough 

MORE RESOURCES ON THIS TOPIC:

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 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…

Go here now to get your copy:

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

– Facebook
– Instagram
– Twitter
– The Physical Therapy Business School Podcast

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

So there I was at the weekend, watching my 5-year-old son Harry make his debut for the local soccer team here in Celebration…

When we arrived to reside in the USA back in January, one of the things we spoke about was getting the kids involved in as many sports/physical activities as we could.

Soccer was an obvious one.

(Being from the UK, it is kind of assumed that it is the sport you and your children will be involved in. To say that it is in our blood is an understatement).

So, we made our way to the local team and asked for information on how to join and we were told that he could start in April.

In the mean time, I made a Plan with Harry that we would spend every Saturday morning working for at least one hour with the intention of improving his ball skills.

We practiced everything from controlling the ball, heading, running with the ball and even striking a rolling ball, first time, with timing and precision (the latter being very difficult to do).

Fast forward 10 weeks later, and the Plan paid off.

Harry started his first game and not only did they win – he also scored two goals 🙂

Interestingly, both goals were scored striking a rolling ball and exactly in the way that we had practiced and planned for in the weeks leading up to his first game.

I was a very proud daddy.

But I wasn’t surprised.

Why would I be?

We had Planned for it.

We worked on two or three specific skills that I know contribute to anyone being able to hold their own in a game of soccer.

We had a Plan – we executed it, and we got results.

(That is usually what happens when you have the right plan and you follow through on it).

What’s this got to do with business?

Well, it reminded me that nothing happens without the right Plan.

As a business owner, it’s important that you have a PLAN for success.

You also need to identify and then monitor the 2-3 things in your business that will make the difference to your business (I call them critical drivers).

Much like with Harry, I identified three specific things to work on with his soccer skills, and it’s the same with your business.

There’s only ever 2-3 things that you should be improving at any one time, the key is to know what they are.

Do you know yours ?

If not, why not come and join me at my upcoming Strategic Planning Day that will teach you how to grow your business by getting better at understanding your numbers – and working from a PLAN.

Details here:

• Paul Gough’s Financial Literacy and Strategic Planning 1-Day Workshop.

It’s a radical idea, I know…

To actually spend time making a Plan and follow through on it.

It isn’t “hustle”… it isn’t “grind”… and it isn’t the dumb-ass “work-until-you-drop” mentality that is plaguing/enslaving the entrepreneurial community these days.

It is, however, very effective and equally as profitable.

Two seats left – the deadline is this Friday (12th April).

Details here:

• Paul Gough’s Financial Literacy and Strategic Planning 1-Day Workshop.

Finances and Planning are not everyone’s strong point…

If you’re thinking that they’re not your strong point either, then that’s why you must come to this event.

Sincerely

Paul Gough

P.S Something that Harry told me this weekend is this…

“Practice makes it easy”.

Bizarrely, I had never heard that before and there is my five-year-old son to be the one teaching me it.

Two things to be learned from this:

1. You’re never too old to learn
2. If you’re not good at numbers and you’re not good at planning – spend the whole day doing it with me and it’ll become much easier. You can practice with me for a full day.

P.P.S We’re already into Q2 of the financial year… if it isn’t going as you would have hoped, choose wisely about ignoring this invite.

If it isn’t going to plan – it’s probably because the plan you have has got a hole in it.

Work with me for one day and I’ll help you find it to make 2019 a prosperous one.

Details here:

• Paul Gough’s Financial Literacy and Strategic Planning 1-Day Workshop.

MORE RESOURCES ON THIS TOPIC:

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 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…

Go here now to get your copy:

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

– Facebook
– Instagram
– Twitter
– The Physical Therapy Business School Podcast

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

•  About the Author – Paul Gough
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I read a great little book at the weekend…

It was by the worlds Greatest Showman – PT Barnum (the original).

The book was about his Golden Rules for Money Making and I was pleasantly surprised to see that one of the Rules involved Advertising.

His exact line is:

“A business must be known
in someway (Marketing) – else how
can they expect to be
supported by customers”.

It’s very simple advice.

(The best advice usually is).

And yet, what you often find in the PT Profession is an idea that it’s ok to start a business and somehow violate the obvious rule that if you want someone to spend money with you – they must first know you exist.

There’s more and more money spent on another CEU/CLINICAL SKILL… but zero spent on how anyone finds out that skill even exists.

What keeps most clinics stuck where they are now is the erroneous belief that word of mouth will be their best source of people supporting their business growth.

But is it really the best way to grow?

I’d put it to you that if you’re two years into starting your business then RELYING upon word of mouth is the reason you’re stuck with a case load volume that has flatlined…

And, if you’re not at two years in yet, your current reliance on word of mouth will be the reason you will get stuck.

So what else can you do other than give out business cards and hope you get a call?

Well, the best place to start is with what you actually want to make…

As in, if you want to make $100k, start there and work backwards…

Plot, month by month how many phone calls you need to get to cover that amount and then look at how many calls you need if you raised your rates and/or increased the amount people spend with you.

From that point, and only that point, is it time to consider what marketing activity you should do.

Based upon your available budget you could consider something like Google Ads, Newspapers, doing a community event or getting to a 5K run.

Next, consider who is your perfect patient and then ask yourself if they’ll see you, if you advertise there.

All of this is called PLANNING.

It sure beats spending another day staring at the phone… hoping… wishing… praying… that those business cards you gave out will come to fruition.

And guess what?

Right now we’re giving away a completely FREE Marketing Plan Strategy Call to P.T clinic owners who want some help to first get a plan – and then execute that plan.

Go here to claim your free 60 minute Marketing Plan Strategy Call:

• Claim Your 60 Minute Free Marketing Plan Strategy Call With A Senior Member of Paul’s Marketing Team !

Sincerely

Paul Gough

P.S If you want to take the express route to your clinics Marketing Success, look here:

• The Complete Marketing System To Grow Your Clinic By 50%-250% in the next 12 months.

P.P.S I think word of mouth is great – and if you’re good at what you do people will talk about you.

But, for that to happen, they must know you exist in the first place. That can ONLY happen when you sort out your clinics marketing.

MORE RESOURCES ON THIS TOPIC:

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 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…

Go here now to get your copy:

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

– Facebook
– Instagram
– Twitter
– The Physical Therapy Business School Podcast

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

A couple of weeks ago I did a talk for a group of Fitness Business Owners at an event here in Orlando (at Disney)…

I was asked to speak about Facebook Ads – but I ended up speaking for nearly two hours about things way more important than Facebook Ads – one of them being the fundamental principle that determines the success of marketing done on ANY platform.

What is that?

It’s what you say in your marketing – also known as the Marketing Message.

Take this example:

If you’re trying to fill up a wellness class at your clinic aimed at helping postpartum mum’s… it is tempting to market your class (or even program of care) as something like “Improve Your Core after pregnancy” OR, “get your core back after pregnancy”.

Yet, this is very unlikely to work.

So why wouldn’t this marketing message work?

After all, any lady who has had a baby and a subsequent post partum issue is likely to have a weakness at their core, right?

Well, yes, they do have a problem with their core after pregnancy.

But, the problem is that is not the way they see it…

Do they really lay awake at night worrying about getting their “core” back?

Or, do they lay awake at night worrying about their long term back pain… their inability to play with their baby without pain… their lack of energy… and now concerned that they’re a shadow of the person they were pre-baby – even now beginning to worry about if-and-when they’ll ever get back to the person they know they could be – the one they were before the baby?

Of course, it is the latter.

That is what they really want.

That is the problem your class solves.

And the key point here is that the mention of CORE and POSTPARTUM is our language.

(The language of a PT).

It is not the language used by a 30 year old lady having back pain following a pregnancy.

My point?

To be successful with your marketing you have too use THEIR language.

For example I could say to you,

“How to use Direct Response marketing and implement the message, media and market philosophy to win more patients”.

Or, I could just say, “how to get patients even if the local doctor won’t refer to you”.

Or, I could say, “how to get cash paying patients so you can make more profit with less hassle”.

Or, I could say, “how to get all your own patients so you can tell the insurance companies to go to hell”.

Which would resonate with you more? 🙂

Anyhoo..

Lesson over…

If you want to hear the entire talk I gave to this group of Fitness Business owners, where I cover this story in full, it is on the Podcast: Podcast EP50: How You Market Anything is How You Market Everything (Live Talk)

And, if you want some help to finally sort out your clinics marketing frustrations, click below and fill out the form for a 100% Free Marketing Plan Strategy call with a senior member of my team: Claim Your Free 60 Min Marketing Plan Strategy Call With a Senior Person In Pauls Team

Have a great weekend.

I just ordered my Florida Residents Annual Disney Passes last night… so guess where I will be all weekend…

Sincerely,

Paul Gough

P.S If you want to take the Express Route to sorting out your clinics Marketing, here’s where to do it:

Get The Complete Marketing System To Grow Your Clinic By 50%-250% inside 12 Months.

More Resources by Paul Gough:

Paul Gough’s Cash Club Community: join the Cash Club coaching program: www.ptprofitacademy.com/cash-club

Check out Paul’s No.1 Best Selling PT Business Books:

Marketing Book For Physical Therapists – “New Patient Accelerator Method”:
www.paulsmarketingbook.com

Hiring Book for Physical Therapists – “The Physical Therapy Hiring Solution”:
www.paulshiringbook.com

Want to hire Paul to speak at your next Marketing or Business event? Or, talk to the students at your PT School? Get in touch here: www.paulgough.com/hire-me/

This is an excerpt from Chapter 7 of my second, Amazon No.1 Best Selling Hiring Book for Physical Therapists, “The Physical Therapy Hiring Solution – How To Recruit, Hire & Train World-Class People You Can Trust”.

“The Success Description is a move away from the traditional “job description” that is the norm when it comes to recruitment. With the traditional job description there is no focus on achieving an outcome, and there’s often a vague understanding of what success even looks like.

Skills are confused with features (such as “must be hard working”) and, more often than not, job descriptions are focused on finding someone with experience. Which, you now know, doesn’t always guarantee a great candidate.

I’ve said it many times; you can always spot an employer who doesn’t really know what they’re looking for – they’ll advertise for someone with “experience”.

They think it is a safe bet, but it rarely works out that way. They’re often just more experienced at stuff you don’t need them or want them to do.

This Success Description is a physical document that you’ll create, and then have with you, throughout the entirety of the rest of the hiring process. When I am in hiring mode, this document is never too far away from me; it is either in my hand or on my desk right until the decision is made.

The printed PDF acts as my guide for the questions I will ask, reminds me what skills and competencies I am looking for, as well as reenforces what problem the people I am talking to will be solving for me.

It’s easy to forget or get distracted during the interview, and this document stops me from doing so.

What is more, when the Success Description is complete, I can use it to create the job ad that I’ll soon be posting (that we’ll cover in Chapter 8).”

Continued on page 94…

Paul Gough’s Hiring Book for Physical Therapists –
“The Physical Therapy Hiring Solution” is OUT NOW!

To get your copy go here now: www.paulshiringbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulshiringbook.com– choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Hiring Resource PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulshiringbook when you get the book and share your selfie so I can reach out personally to say thank you!

– Facebook
– Instagram
– Twitter
– The Physical Therapy Business School Podcast
– LinkedIn
– YouTube