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Let me tell you a short story:

So through the week I caught up (on Skype) with an owner from Philadelphia – Chad Madden of “Madden PT” (and founder of Breakthrough PT Marketing).

(Hi… 😉

And as we yapped about things like “lead generation”, “past patient re-activation” even, “every door direct mail” ideas… we got round to discussing what it was that would REALLY define the contribution to the PT industry, that both of us could make.

And he told me a story about a baseball player from the 50’s named “Ted Williams”.

I was fascinated by it.

How, back in the day when “Ted” was at his peak, even his closest rival — “Joe Dimaggio” — had good things to say about him, giving him the title of “the greatest hitter who ever lived on”.

And it got me thinking about what my own competitors might say about me, back in the UK.

In a round about way…

I’d guess they’d all say something like:

“Paul Gough, oh yeah, he’s great at marketing his business – always has been.”

And I suspect many of them may say that to make themselves feel a little bit better…

To justify my success as an owner as, “inevitable”, because I am “good at marketing”.

And they’ll do that to avoid the obvious “dissonance” (headaches!) that would surely come if any of them considered the fact that the success I’ve had has arrived simply besause of time spent learning two specific skill sets.

1.) Marketing.

2.) Sales.

As well as studying EXTENSIVELY how the human brain works, why and how people are motivated — and a relentless study of how to write persuasive “copy”… aka the words I need to write, and in what order, to get people to take the action I’m hoping for to put more people on treatment beds at my clinic… and how all that fits in to the overall strategy my business uses to dominate in my towns (“Lead Generation”!).

But they don’t see that.

I guess they’ll think that this “marketing thing” somehow comes naturally to me — and that I have some kind of unfair advantage over them.

(If only they could see how much I’ve spent on courses, attending seminars all across the US, coaching bills, mastermind groups and how many hours I’ve lost in my life to jet lag, plus time I’ve missed out on with my boy “Harry”, etc etc etc…)

See, the thing with getting good at finding more patients (from direct access)… there’s no way to just “dip your toe in the water” and do a “bit here”, and a “bit there” — still trying to be a great practitioner.

No.

You’ve got go “all in”… and make a decision to be better at it — better than you are at diagnosing injuries or crafting “12 visit, $1200 value care plans”…

And to speed it up, you’ve got to get someone to show you how to do it.

And yes, that absolutely DOES mean investing time and money into it.

Ain’t no other way.

And it’ll be a life long, continual process, too.

You do CPD to fine tune your PT skills, right?…

Well, I do the same for my marketing skills…

See, I continue to sharpen my pencil to the tune of spending at least 1/3 of my day… everyday… learning more about “sales” and “marketing”.

What I do with the other two thirds of my day?

Easy…

IMPLEMENT what I learn.

Helping to boost yet MORE sales at my own clinic — and at the clinics if the owners all across the USA who hire me to do it for them, too.

So here’s my BIG question to you:

“What would other owners say about you”?…

Would it be that you’re a great practitioner… “if only you could get a few more patients through the door”?

OR,

Would it be that your business is relying far too heavily on referrals from doctors — referrals that are soon to “dry up” as more and more large hospital systems look to dominate in small towns like yours?

OR,

Would it be that they say you’re just an old round nice person, and GLAD to have you as a competitor!?…

(Think about the implications of what they last one really means…)

Anyhow, last thing:

If any of those three statements are true about you and your business, and you want some help to move away from that less-wealthy place…

Then why don’t we talk?

I can help you automate your sales and marketing using good old fashioned, direct response marketing that I’ve made work in my own clinic…

And –

At the clinics of owners in places like Orange County (Ca), Wake County (NC), Rochester Hills (MI), Centre City (Pa), Scotsdale (AZ)… and many more places in between.

Assuming that you’re not in direct competition with any of my clients…

I can talk to you about THE best ways to get more patients to refer to you through direct access and specifically, how to automate the whole thing so that you CAN, if you wish, spend more time in the treatment room helping more people with your PT skills and doing more of what you’re already, very good at.

Give me the nod that you’re ready to take your business to the next level, by filling out this short form:

– www.PtProfitAcademy.com/strategy >>>

Cheerio for now.

Paul Gough

So let’s look at some more ways you could easily attract floods of Direct Access patients.

Specifically, “how to actually make money from
all the people requesting your free eBooks (or eNewsletter)”

These things…

Or, signing up to one of these:

True story time:

So I was working with an owner recently who was lying awake at night worried about his referrals from doctors drying up…

…and, yet ANOTHER chiropractor having set up in his town likely to make things even more difficult for him to get Direct Access patients – especially ones with back and neck pain.

So after I looked at what he was currently doing to attract new patients, I got to work on making some suggestions.

And one of them was this:

Create An Automated “Follow up System” Using e-mail, Direct Mail and Telephone Calls.

I suggested it after looking at his clinics website noticing that he offers visitors a collection of FREE E-BOOKS, in exchange for their email address.

So far so good.

(This is classic “lead generation marketing” – perfect for small clinic owners!)

It gets better…

In little over 12 months… more than 400 people had come to his website, expressed an interest in his services – and were happy to exchange their contact details for his three E-books.

Here’s where the problems start:

Not one single person had converted to a paying patient.

Why?

Because there was ZERO follow up.

Now, I know a lot of owners leave their “e-newsletters” in the hands of a third party company who manages their website.

Which is fine!

But I suspect that what was happening to my client, might also be happening to you too:

Problem 1: 

The E-books are NOT actually even being sent.

They’re just being displayed on a webpage to be downloaded – yet, what is supposed to happen is an email is sent containing the requested ebook to that you  CONDITION the user into receiving emails from you in future (…loaded with more information in those emails about YOUR PT service and how easy it is to self refer!)

Now, just about every owner I speak to tells me…

…”if i could just get more people around here to realise that they can self refer for pt, then most of my problems would be solved!”…

If that’s happening to you… why not do it inside your emails? EVERYDAY, until the people who requested your free e-Books completely understand the “easy” referral process.

Now here’s problem 2:

The types of e-newsletters that are being sent to people who “opt in” or “sign up” are doing ZERO to enhance the likelihood of the these enquires actually becoming paying patients.

Which is SURELY the goal right?

See, the ONLY reason you’re giving away FREE stuff (E-books etc) is so that you can capture people’s details and THEN follow up with even more INFORMATION.

Preferably something specific (to their problem!), relevant to their concerns, helpful (in the decision making process!) and interesting (enough to get read!)… and ultimately helps them make a better decision about Physical Therapy at your clinic.

See, when you FOLLOW UP like this, you have multiple shots at explaining to a patient what you do, who you help, how easy it is to refer (via Direct Access) and even that the first session is free (if that’s your offer!), and you have a much better chance of that person who requested your fee e-Book, actually giving you some money.

Here’s How Much This Could Be Worth To You

400 people gave this “owner” their email address.

Imaging even just a 1% conversion ration (to paying patient).

That would be “4” patients.

If the average patient is worth $1000 – that’s $4000 LOST!

Now imagine a conversion ration of 10% (something VERY realistic even with the most basic of follow up sequences!) – that would be 40 new patients.

That amount my client LOST is now approaching $40,000.

It Gets Worse

Given that many people tell friends and refer family members, the true value that figure is it is even higher.

If just 20% of those 40 people referred their family and friends, there’s another 8 people.

Another 8 patients worth $8000.

So because of a lack of a “follow up system” to convert enquiries made on his website, my client WAS losing about $48,000 in revenue.

So, How Do You Fix It?

First, you need to take control of your email marketing.

There’s just too much money to be made from sending broadcast emails to past patients offering them other products and services – to let someone else do it!

Send two or three emails per week (…never mind once per month!) and as well as aiming to increase revenue by making special offers, you can also enhance your long term relationship by sharing stories about you and your staff, even other patients.

Sharing your blog posts to your email subscribers is a great way to keep your past patient list “warm”… and if you’re using a very clever or sophisticated email delivery system like “infusionsoft”…

Then It’s Even Possible To See Whose Clicking The Links Inside Your Emails On topics About Things Like Back Pain…

Why is that important?

Because if people are clicking links inside your emails to read articles titled: “7 things you could do this summer without back pain…” there’s a good chance that most of them have some kind of back pain discomfort that they want solving.

Get the list of the “clickers” – and give them a call or send them an offer in the post.

To take back control of your emails… just ask your webmaster plug in a new email delivery system on your website.

It’s really easy to do…

Once you choose which email marketing software you want to use, i.e. Infusionsoft or Aweber or Constant Contact, just set it up and send the “code” to your webmaster – and he or she does the rest.

All they have to do is put the code over the top of the current “opt-in box”…

(…This thing ^…)

And next time someone fills out your form to request an e-Book, they go into YOUR email database for you to send out messages too.

But there’s more…

Email Is Just the Beginning Of The Relationship With – An Easy Way To Start It.

What you should also be asking for is the persons phone number – and if possible, their home address. 

You’re going to do that so you can have your emails going out automatically and instantly, and if you collect the phone number, you or your receptionist can call the person who requested your e-Book THE NEXT day, and ask more about their problem and what help they might need. 

If you can get their address (in exchange for even more information like another report or pdf!) then you can also send them things through the mail.

Maybe a follow up postcard, like this one:

…which explains even MORE about why PT is a good choice to ease that persons back pain.

A Good Time To Ask For Their Home Address Is On The “Thanks Page”

The “thanks page” is the page that the visitor sees right after they opt in to get your free ebook!

And here’s something on that topic to be aware of:

I recently critiqued the website of a owner client of mine over in California and his “thanks page” wasn’t even linked to his website…

So what was happening was a visitor was requesting an e-Book, then being taken AWAY FROM HIS WEBSITE, over to the website of the people who were hosting it…

So my question is, what chance did he have of them ever becoming a patient if they are now on someone else’s website? And how confused must they be!

The “thanks page” is the most important page on your website – a HOT prospect sees it when they take action and it’s your chance to ask them to take another action.

Offer something Else As Soon As They Opt In – Like A Free Telephone Consultation To Help Them Some More… 

People start by requesting a free e-book, then you build another bridge by offering them a free telephone consultation which they can request directly from the THANKS PAGE…

Then you ask for their postal address (on the telephone call!) and if they don’t book an appointment with you there and then, use it to begin sending out information through the mail (as well as email!)…

What do you send?

More information to build another BRIDGE to your pt service by talking more about the benefits of them receiving a FREE consultation.

 Here’s a REAL LIVE Working Example Of How To Do This Right… 

Just click the image below to see how I give away my own Free E-Books (I’m a clinic owner as well remember and you’ll see that everything I successfully do!!) AND then go ahead and enter your email address into the system … then watch and learn how I KEEP FOLLOWING up with emails that provide you with more information to help you make a better decision abut ways to end your back pain!…

Your “Building A Bridge” That Leads To Your Clinic Doors

So now, from simply collecting some ones email address in exchange for an e-book from your website, you’ve actually created a sturdy bridge for people to walk along – one that leads right to your treatment room door.

Remember… the no.1 reason people don’t come to see a pt (or buy anything from anyone!) is that they don’t trust THEIR OWN decision making enough to want to go ahead with it.

So, if you use a multi-step follow system like the one I’ve just described, and send people information to help them make a better, more educated and more informed decision about PT, you will see a lot more people walking along that bridge of yours than to the door of any of your competitors.

Finally, Here’s My Question To You…

If you like the sound of actually making money from your free e-Books with a follow system like this, why don’t we talk about how I can help you achieve it?

Lets start with a free IMPLEMENTATION call:

www.ptprofitacademy.com/implementation

On the free call I can tell you how to do it so that you can go off an do it all by your self,

Or, if you want me to do it for you, just ask!

Choice is yours.

Just click this link, fill out this form, and we’ll talk on the phone or on Sykpe about I can personally help you find more Direct Access patients:

www.ptprofitacademy.com/implementation

Talk soon,

Paul Gough

P.S To get regular direct access marketing tips like this from me, sign up here:

Click Here To Get Regular Tips To Boost Self-Referrals Sent To You >>>

So yesterday I spent the day with Tony Robbins son, “Jaerik”!…

(Jaerik Robbins on the left, Paul Gough, right ^).

And during a conversation I had with Jaerik – he let slip one of THE main reasons (in his Dad’s opinion!) why people are held back from living the life they truly want.

And it’s this type of thinking:

===

“I’m too YOUNG to do that!”…

Very quickly becoming:

“I’m too OLD to do that!”.

===

And what happens is the person saying it NEVER actually notices the day they made the switch (from “young” to “old” being the excuse!).

And you know what…

The more I listened to him, the more it made sense of a lot of what I hear from people who are put off from investing in their health with something like “physical therapy”.

See, one of THE biggest reasons people chose NOT to do something about their achey back or knee, is that they think they’re “too old” – and that it just wont be worth investing in it!

It’s as if they think:

“I’m 65, it’s too late for me, what’s the point of getting it sorted now, there’s no way I can justify spending money children’s inheritance money on pt – I’ll just live with it!”

And you know that problem with this is?

These people are YOUR patients.

These are the people with back and knee pain who should be self-referring to you via direct access.

But they’re not.

They are held back by self-limiting beliefs that are KILLING the number of referrals you should be getting.

And you know what?…

I suspect a lot of PT clinic owner’s are back by the same self limiting beliefs, too.

Not “age” ones…

But, a lack of belief in their “marketing abilities”, or to be more precise, their lack of understanding of HOW marketing actually works (and not wanting to get the decision wrong).

So what do they do?

“Nothing”.

Except get more and more frustrated by their lack of progress – and just HOPE that those doctor referrals don’t continue to dry up, a POPTS doesn’t set up across the street, or the chiropractors ease down their adverts.

Which is WHY one of the best places for you to start to find those referrals from direct access you want, is with talking to someone who will “walk you through” how marketing ACTUALLY works

– AND –

How something like direct response marketing (“old school” marketing) might work in YOUR pt clinic BEFORE you have to commit to running ads, spending money on a website, buying up space in magazines, or sending out postcards!

That way you’ll be in a better position to make a more informed decision, a better one, and a more confident one!

Do you think some advice like that wold help you?

If so, get your free strategy call with me here:

www.ptprofitacademy.com/strategy >>>

On the call you can ask as many questions as you want about “marketing” …and discover what COULD possibly be done to help you get more new patients.

After that, take all the time you need to digest what I say and decide for your self if you like the sound of what I suggest you do next.

Here’s the form again:

www.ptprofitacademy.com/strategy >>>

Just click the link ^ and fill out the simple form to give me a sign you want some help to get more referrals from direct access:

www.ptprofitacademy.com/strategy >>>

Talk soon.

Paul Gough