There I was watching watching “Shark Tank” last night…

It’s a show I love to watch (and learn from).

But I’m NOT interested in the “entertainment” value of the show like most…

No, I’m watching it with the sole purpose of listening to the types of questions the “Sharks” ask BEFORE they ever consider investing in an idea or business.

I consider those questions to be like “clues”.

Indicators of what multi-million dollar, hugely wealthy business owners consider vital to a successful business.

And of all of the guys on the show, “Kevin O’Leary” is the one I’m listening out for the most.

I like his style.

No-nonsense, tells it like it is…

And never holds back from asking the questions that need to be asked to ensure that he’s about to make the right decision – whether that be making an “offer”, or yelling “I’m out!”.

And one of the questions “Kevin” asks almost every time, is this:

“What’s your marketing plan?”

It’s as if he needs to know that before he’ll go any further.

Meaning, I don’t care how good of an idea you have… or think you have… if you don’t have a plan to take this to market – “I want out!”…

It’s because he knows that there’s a lot more to a product or service than just thinking you’re good and that people should buy from you.

(Doesn’t work that way in any industry).

The significance for PT’s?…

I see many clinic owners placing the future of their business in jeopardy by thinking that their service is the “best” PT in town …and that will be enough.

(If only).

Bad news is, it doesn’t work that way.

No way.

In fact, I find thinking this way is almost always an attempt to hide from the harsh reality that they need a real marketing plan, to go any further.

Now…

The owners who are great at service delivery, they usually do “ok”.

They get by…

Make a nice profit for the first few years or so but then what happens is profits begin to “flatline”.

And that’s the biggest indicator that there’s “no marketing plan” in place at a PT clinic.

And when that happens – it’s a sign the owner has exhausted all of the “ready to buy now” patients and is essentially living day by day, ’hand to mouth’ – hoping and praying that enough people will go an see their doctors to get a referral TODAY!

But the ones who get to the Next Level – and stay there – are the ones that recognise what’s going on…

A ceiling has been hit.

That’s it!

And what ever worked in the past to get to that ceiling… isn’t going to get them to the next one.

Enter “Lead Generation”….

It’s a *marketing plan* that creates a pipeline of potential patients who are “interested” and looking for a “solution”, but NOT ready to “buy right now”.

But, if your “marketing plan” consists of finding and then providing that person with more information to help them make a better decision about PT – then your potential patient will come to their own logical conclusion that you are the right place to go.

Sure… it may take a few weeks.

A couple of phone calls to ask “are you still suffering?”…

Maybe even one or two pieces of direct mail showing some success stories of how you’ve been able to help other people, just like them…

But if you do all of that…

You’ve got yourself an unbeatable system for generating your own patients and you will be rewarded handsomely, in the long run.

It’s a fun way to run a clinic too…

Much less stressful and brings in more compliant patients… and is so much better than being at the mercy of a couple of doctors likely to sell out (to the big hospitals) as soon as the price is right.

Anyway…

If you want some help to get to that point, give me a sign that you’re ready, by filling out this form:

Show Me How To Get My Clinic To The Next Level!

Sincerely,

Paul Gough

Anyway…

So I was talking to a PT owner from Philadelphia this weekend just gone…

…We met in a Starbucks in Times Square, (NYC) and one of the things we spoke about was the value in his past patient list.

To be more precise, the “size” of it!…

(5000+).

Now he calls it his past patient list… I call it an “asset”!

And that got me thinking about a conference I was at recently (in San Diego) where “Damon John” (From Shark Tank) spoke about the importance of having a list of people you can keep selling too.

As if the LIST, is more important than WHAT ever it is you’re selling.

See, without that list of re-peat buyers, essentially a business is worth very little – and always vulnerable when a change in economic conditions or circumstances happens – i.e, you’re most reliable doctor having his office bought out by a big hospital system and that steady stream of referrals now going else where!

More:

The single most likely reason those hospital systems are buying out doctor clinics is likely to be for the names and addresses of the people who go there…

So that they can offer them other health care services AND keep the PT referrals “in-house”.

And so if you ever want to consider your PT clinic and asset worth “selling”…

OR,

You just fancy the idea of month on month increases in profit until you do…

…then one of the things you need is a responsive past patient list.

An “active list” of people happy to buy OTHER products and service from you…

(And not just PT — that’s way too hard to keep “selling”… boring, almost… and in the end, people get tired of seeing the same offer and if all you’re ever offering is another “Free Eval” or “Free Screen”… that’s when people begin to stop reading your postcards or opening your emails and responding to offers).

Here’s the thing:

As any new referral arrives…

…one of the first things I think about is how and what can I re-sell to this patient – for the REMAINDER of his or her life.

See, the very fact that someone has scheduled an appointment at my clinic and is prepared to pay my fees or meet deductibles – proving to me that they value their health more than the money required to maintain it – tells me that this person is serious about protecting their health…

And if I present that same person with one or two other ways to protect their health… (Massage, Pilates, Custom Foot Orthotics, Orthopaedic pillows etc etc etc)… then there’s a very good chance that they’ll buy.

The point?…

I see many PT’s obsessing over getting more referrals – which is good – but don’t neglect the “gold mine” you’re already sitting on.

Spend some time figuring out WHAT to sell to your past patients that is likely to add value to their health — that they’re already buying from someone else – then figure out HOW to do it (using email, postcards, newsletters and social media) so that it boosts your own profits.

Anyhow…

If you want some help creating a strategy to do this, click here:

Investigate Your Opportunity To Increase Your Clinic Net Worth!

Talk soon,

Paul Gough.

So these last couple of weeks I’ve been helping 3 Owners to get more new patients to arrive via Direct Access… with a little help from “Facebook”.

Now when it comes to being “on” Facebook, I’m not a big fan personally…

But when it comes to making money “on” Facebook… I LOVE it!…

See, I might not like it…

…but the people with bad backs, painful knees, and stiff necks… do!

i.e your patients!

So it’s impossible to ignore this “Media” as a place to hunt for prospective new patients.

The problem is, everyone is telling you get more likes, just put out a few status updates and or pay to “boost” your posts.

All a complete waste of time – and as I always say, “likes” don’t pay the rent”!

An example:

One of the guys I’m working with right now (not the one who dozed off in the jacuzzi last week, but another, who I’ll keep nameless, but you will know him) was (before we met) running a promotion aimed at getting a few “likes” on his fan page.

He spent about $350 doing it…

And got tons of likes,

But no patients.

And yet, in just this last week (since we changed the “strategy”)… he’s already got his first patients booked in having found them on Facebook, set to proceed with $1200 worth of treatment taking advantage of Direct Access and cutting out the MD.

“Easy peesy”… when you know how.

Anyway, Facebook is such a hot topic of conversation with the owners I’m helping right now, here’s an article I wrote just this morning (in Starbucks), for you to look at:

The Facebook Revolution – How PT’s Can Cash In >>>

Explains more about how to find patients on Facebook… and how to get them to give you some money in exchange for your services AND like you, at the same time.

And if you read all the way to the bottom, there’s a chance for you to get some help to implement this type of marketing into your clinic.

Do scroll down.

Get in on the Facebook Revolution, by clicking here:

The Facebook Revolution – How PT’s Can Cash In >>>

Paul Gough.

P.S If you have questions about todays article, just reply to this email now…

P.P.S If you like the article, why don’t you “like” me… by clicking here!…

Just kidding 😉

True Story:

So there I was at 3.30pm yesterday waiting on a “GoTo Meeting” Line for a coaching call I had scheduled with a PT owner (shall remain nameless – but I bet you know him) who I’m helping to build systems in his clinic so that as much of it as possible is “automated”.

Thing is, he didn’t show up for our scheduled call.

Not like him…

He’s usually VERY efficient and eager to learn from me so I was a little worried about him…

So I sent him an email asking:

“You there ___ ?”

And I got this reply back, immediately:

===

“S**t Paul. Totally forgot.

I have no excuse bc I am here at the gym and in the Jacuzzi. I will be home by 4 if u still have time”.

===

Anyhow…

I did have time.

(I’m hanging out in San Diego taking a long break from my clinic…)

And as I reflected on this last night, I happen to think this type of thing is “GREAT”…

I have no problem with it.

You could say it’s a *happy by product* of what I teach.

See, when I talk about creating “Systems” in your business… there’s always a goal of doing that…

Sure, it’s to make a lot more money…

But it’s more than that…

It’s so that the systems work hard for you and you, well, don’t have too!…

Meaning more time for relaxing in a jacuzzi soaked bath during the day and forgetting all about everything that’s going on in your business…

…able to do so knowing that the “system” is the working hard bringing in more new enquiries for you…

…converting each one to a paying patient…

…AND, maximizing the cash value.

Simple really.

And it’s no co-incidence that I’m able to spend 6 weeks with my family travelling around California taking an extended break from the running of my own clinic…

See, I have the exact same systems working for me back in the UK.

Might be something in it, don’t you think?…

And the good news is this:

There’s no magic to any of this.

Nothing complicated.

Nothing that TON’s of other business owners around the world in many different industries aren’t currently using to enjoy the same type of “jacuzzi soaked” lifestyle and time wealth benefits.

All you need is a “belief” that it’s actually possible.

And a little bit of “insider” know-how, too.

The “belief” is up to you…

I can help you with the “know-how”.

Get it here (in under 59 minutes):

— www.ptprofitacademy.com/automated-referrals-replay >>>

It’s a replay of a Webinar I did recently which 457 Owners from around the U.S attended to learn more about:

“How To Automate Unlimited Referrals From Direct Access” >>>

On the webinar I show you step-by-step how to create the only 3 systems in your business that you’ll ever need to get your practice to the next level.

Why don’t you hit play…

Watch it to the end…

Take some notes…

And then follow the instructions on the video at the point it tells you “what to do next”?…

You got nothing to lose by at least considering it.

Maybe I’ll see you in the Jacuzzi 😉

Best wishes,

Paul Gough

So just before I arrived here in “La Jolla”, an election took place back in the UK to decide the next Government.

And what was REALLY interesting about the result was NOT that the “Scottish” are going all out in their attempts to break up the United Kingdom as you know it, no, it’s the fact that “FACEBOOK” – with the help of some Direct Response Marketing principles – looks to have decided the outcome.

Before I tell you the full story, let me just make something clear…

I’m NOT particularly political in way shape or form.

I choose to “vote for my self” everyday by getting better and better at marketing (and sales) to the benefit of all of my businesses meaning I never have to worry about what any Government decides to do (or tax me on) — but as a fellow clinic owner, and regardless of your political views, this should grab your attention AND give you some hope.

Here’s what happened:

So *Labour* (the equivalent of the Democrats and the guys who lost) hired “David Axelrod” (Barack Obama’s adviser) to develop their MESSAGE, and the *Conservatives* (the equivalent of the Republicans) and the party that WON the election, hired another OBAMA man, Jim Messina.

And he (Jim) turned out to be orders of magnitude more useful as he set about displaying social media messages incredibly precisely, at just the right people (i.e the “Swing voters”).

To put it another way, it was always understood by Jim that the election was going to be decided by about 100,000 people in the key marginal constituencies.

And while MOST people were watching the campaign on TV or reading about it in the press – 100,000 people were being targeted by the Conservatives with laser like precision on Facebook, and other social media.

Here’s the relevance for you and your business:

Out there in your town are a certain number of people suffering with things like knee pain, neck pain or back pain, who, if we could convert them to becoming your patients, would change your business destiny and create your financial freedom.

It’s as simple as maybe finding just “10” people per month to come to your clinic.

Maybe it’s 50, or 100.

(How big to do you want to get?…)

The point is, it’s not a huge number.

Jim Messina essentially deployed DIRECT RESPONSE marketing tactics to win an election using social media because that was the “MEDIA” he knew he could get his message to the “WHO” he wanted to target.

If it can change the future of an entire election and a countries political destiny…

I wonder what Direct Response Marketing like this could do for your clinic.

Rule number 1 of DRM is to know the “WHO” you are targeting.

Rule number 2 is to know WHERE to find them.

And, Rule number 3 is just to say something – anything – that compels that person to respond to your offer of help (MESSAGE).

Not much more to it than that my fellow clinic owner.

Anyhow…

Want some help to change the future of your clinic using DRM?…

If so, start here by filling out this short form:

— www.ptprofitacademy.com/strategy >>>

… and then we’ll talk all about the ENDLESS number of options that are open to you to, quite literally, flood your clinic with referrals from direct access.

Cheerio.

Paul Gough.

P.S If you’re in or around the San Diego area… why don’t we meet up in person?…

HIT REPLY to let me know you want to talk to me about your clinics future prosperity.

Story time:

So as I write this note to you although I’m sat on the balcony of my apartment in sunny “La Jolla”, I’m somewhat tired and very “jet lagged” after a long flight to get here yesterday.

12 hours on a plane, but always well worth it to be in what always feels like “home” 😉

And as me and my young family travelled over… with some of the time we had on our hands we spoke about “what we wanted to have happen as a result of being here.”

Now when I first asked this question to my girl friend “Natalie”, she looked at me as if to say “what do you mean”… and proceeded to comment that we were, of course, here for the next 6 weeks to have some “fun”.

“Good answer”, I said.

But lets be a little more specific.

Because unless we have a VERY clear idea about what we want to have happen EVERYDAY when we’re here on this “work-acation”… chances are high that we could leave some fun on the table!..

So we decided to write a list.

And I came up with things like:

* Enjoy a morning walk along the beach at 6.30 am with a fresh coffee in hand.

* Spend at least 60 minutes of every day with my son Harry in the near by swing park

* Get at least 30 minutes of exercise (swim, bike or jog), every single day without fail.

* Watch the sun go down every night at 7.30 pm before heading out for dinner…

And so the list went on…

…just as detailed, just as clear about what I wanted to have happen every single day that I’m in “La Jolla” to ensure that I get the best return on my investment – both my time, and my money.

Other wise, what’s the point?…

And it’s much the same when it comes to my clinics “marketing”…

See, if you don’t have a crystal clear understanding of why you’re sending out that postcard, that newsletter, placing that Ad or pushing “send” on an email to your past patients, there really is no point in doing it and it’ll cost you lots more than it’ll make you.

And of all the mistakes I’ve seen owners in the US make when it comes to “marketing their services”, the biggest, without doubt, is that they just don’t know what they want to have happen as a result of their efforts.

There’s no end goal.

No clear strategy.

Most owners aren’t sure whether they’re asking for appointments (“sales model”), attempting to cast a bigger net by beginning a relationship with prospects by using the powerful “lead generation” strategy… or just taking part in the cash DRAIN that is “brand awareness” and running some ads because it appears that’s what the big hospital systems do.

And so here’s my question to you:

Do you know “what do you want to have happen” at your PT clinic?…

Have you got a crystal clear plan that you’re executing on everyday taking you closer to your goal?

Each time you invest in sending our mailers, EDDM, make a change to your website or run an ad, are you achieving the results you REALLY wanted?…

And since you came to my website a few weeks back asking to join my email list looking to boost your number of referrals from direct access have you gotten any where near to achieving your goal?

If NOT, then the chances are it’s because you’re not clear on what marketing strategy you’re using at your clinic (if any!)…

And as everyday that goes by and you don’t get clear on that strategy, you’re losing a ton of money.

Imagine with me what it would be like if you could just figure out a better strategy for running an advert in a local community, mid week paper, one that costs just $300 to run and delivered $4800 worth of new patients…

Or, imagine sending a single email to your past patients and re-activating “5” of them, each for a new course of treatment…

See, both of those things have happened to two clinic owners I’m working with, in just the last week.

One in Michigan, one here in California…

One is a single clinic owner working “solo”, the other, a multi-clinic owner with a dozen staff.

They’re both using the exact same “strategy” that I made work at my own clinics…

…and they’re now just two of a number of owners beginning to see incredible results happening thanks to the completely new strategy I’ve implemented at their clinic.

Last question:

“When are you going to let me implement that strategy into your PT clinic?”…

If you’re ready to try something different and you think you want move your clinic on to the next level, then let’s talk…

Just hop on over to here and fill out this form:

Click Here And Fill Out This Form To Arrange A Strategy Call >>>

…to let me know you’re ready.

Be quick though…

The sun is shining here in “La Jolla” and I got some time in the swing park to put in with my little boy before I head off to watch the sun set on them “seals” 😉

Cheerio for now.

Paul Gough

P.S That same strategy I COULD let you in on…

It’s the one that is keeping my own clinic successfully running back over in the UK as I spend the next 6 weeks here in the sun with my family.

Let’s talk about you getting in on some of that type of lifestyle, too:
Click Here And Fill Out This Form To Arrange A Strategy Call >>>