In the last 5 days I’ve traveled from “San Diego” to “LA” via train…
…flew to “Seattle” and hopped over to “Spokane” – and as I write this to you I’m again sat in the airport of the Emerald City, about to jet back to San Diego to see my two little boys! 😉
(It’s been an IMPACTFUL fews days).
My exact location is a Chillis’ restaurant (Gate D4), I’ve got a cold draft, 16oz IPA in my eye line staring back at me waiting to be sipped, and I’m watching “CNN” on one screen – and something that looks like Football (but not as I know it) on the other TV screen.
And it’s what (or WHO) is on TV, that I want to write about today.
What is it??
The Race for the White House, of course…
It’s dominating the conversations of everywhere I am and whenever I’m quizzed on it by the endless Uber Drivers that I’ve shared a ride with lately – I give my ten cents worth on it.
Not that my opinion really matters – but everyone asks me…
“You Brits must think we are crazy
with what’s going on with Donald
and Hillary…?”
My reply?
“I think it’s perfectly normal”
(Gasp!)
Why?
Well, because we live in the most emotional of times…
And for the first time ever, what’s really going on is one of the candidates has entered the race as a “professional marketer”…
(Has been Marketing for Attention for years).
Saying emotional things…
Connecting with emotional human beings…
And when you say emotional things to emotional human beings, guess what happens?
They make decisions – and take action.
(Maybe not the action you agree with – but they take action).
The point?
And the lesson to be learned for PT’s?
Every time you run an ad that says:
“I’m a PT, here’s my website, here’s my number – give me a call if you are in pain…”
You’re running a LOGICAL ad.
In theory, it SHOULD work.
The word “pain”, should be emotional enough to make them (your patients) move and pick up the phone.
(But it doesn’t).
External pain is NOT enough for most people – like 97% – living with the types of things we can help with to take action.
So what does (motivate them)?
Well, how about something like:
“When you have low-back pain –
and you live on pills –
you really don’t have much
quality of life…”
Impressed?
(My patients often are too).
Because words like that, put in the right order and down on paper, IS what’ll hit an internal cord.
And when that INTERNAL PAIN gets spoken to – that’s when you are really in the RACE to get duly elected as the go-to PT in your small town…
It’s not rocket science…
It’s just having the ability to side-step everything that anyone’s ever told you about “how to market your service”…
…and get on the campaign bus that bangs the drum of the thing that you REALLY do to help people.
(Which is NOT, to end pain).
Anyhoo…
It’s much easier than you think- and there’s no “super-pac” needed to endorse your campaign.
For more PT Business Education like this:
Sincerely,
Paul Gough
P.S The IMPACT TOUR is now in day 24/63…
Here’s some pics of the Top PT’s (and Chiropractors) I met in Seattle:
(…w/Chris Johnson, Ryan DeBell, Andrea Grunberger Moore, Adam Schetselaar, Michael Li, Pierre-Yves Butheau…)
.
– The full Impact Tour dates and venues are here – and due to the popularity of the Tour, we maybe adding more soon…
- Violating Social Norms and Outdated Levels of Thinking - 22nd October 2020
- MORE from LESS: The Go To Strategy During A Financial Downturn (Like here in 2020) - 15th October 2020
- How To Confidently Sell Your Physical Therapy Services - 29th April 2020
- Telehealth: What Does The Future of PT Look Like? - 17th April 2020
- How To Get More Buy-In From Patients - 16th April 2020
- Telehealth: Have You Already Done It Without Realizing? - 16th April 2020
- Telehealth: What Is the Most Important Thing You Can Sell Right Now? - 15th April 2020
- Telehealth: Is A Marketing Funnel Needed Right Now? - 14th April 2020
- Telehealth: What Happens To Discovery Visits? - 13th April 2020
- Telehealth: How Will I Compete With “Big Box” Insurance Companies? - 10th April 2020
