Who Wins In This Word Fight… And Why The Words You Use Are So Critical To Your PT Clinic Marketing Success

by · 3rd August 2015

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Who wins in a fight:

“Patience”, or, “perseverance”?

And, more to the point – which is most important and more likely to help you build the successful PT clinic you’ve always dreamed of?…

Why I bring it up?

Well, over the weekend I noticed a comment on Facebook from a very well known (and successful) business owner who reckons that “patience” is one of the most important requirements of running a business.

I beg to differ.

See, the problem with “patience”, when trying to run a business, is that it ends up becoming an “excuse”.

An excuse for idleness.

An explanation for “non-achievement”.

An excuse to keep on waiting for water from a well that’s drying up fast (doctors) – to suddenly appear.

Anybody can have patience.

And, anybody can hide behind it.

It’s the same lame excuse that is costing governments billions of dollars every year in benefits / welfare… as people who ain’t got jobs won’t take one because they’re waiting patiently for the “right opportunity to come along”.

(Happens in Britain, too).

Instead of “patience”, give me “perseverance” any day of the week.

Perseverance is what gets you through and on to the next level, faster.

It’s the thing that gets business owners like you and I through bad days.

Through the doubt.

Past the fear.

And even beyond the sleepless nights wondering whether you’ll make more dollars than your staff at the end of the month.

The point for PT’s?

A subtle difference in the words that you use changes everything.

The words that motivate one group of people, can turn off the other.

In this case, the “online marketer” spouting about “patience” on Facebook over the week was appealing to a bunch of people with a completely different view of the world than I do.

His product being sold to “newbies” looking to start a business on line and being sold a multimillion dollar dream — if they just wait for it (and buy his product!).

He’s getting his audience to believe that if they have patience, they can be successful.

And because most people can tell them selves that they’ve got some of that, they’ve instantly qualified to buy his product.

Smart marketing.

But for guys like me, “patience” is an instant turn off.

Simply because I don’t have the time to wait for it (more success) to come.

The real point of todays lesson?

The *words* you use in your marketing are critical.

They have to resonate with your ideal patient to make them think “this guy gets me”.

And if you can do that, you’re in the game.

Use the right words in any MEDIA, and you’ll get an opportunity to foster a relationship with more people – moving them closer towards your treatment room, quicker.

You may have to persevere, of course.

It’s what “Lead Generation” marketing is all about.

…Starting relationships, building trust and getting compliance – often from people who had no idea what a PT even does (when they first saw your ad).

It’s why it’s so successful for the smaller businesses.

Truth be told… it’s probably the ONLY way to be super-successful if you’re running a small PT clinic and want to stop relying doctors for your feed.

And guess what??

It’s much easier to be successful at it if you have an automated system built for you that lets you get on with the actual treatment of all the new patients you’ll get.

Want some help to build that system?

If so, go.here.next:

– Investigate Your Opportunity For Marketing Success ! >

Sincerely,

Paul Gough.

About Paul Gough

PAUL GOUGH is one of the top Marketing and Business Coaches in the physical therapy industry and his Systems are helping clinic owners all across America run more profitable clinics. He is a published Author, Newspaper Columnist and before his stunning success in business was hired by top professional soccer teams. HIS SUCCESS STORY is one that inspires many pt's around the world - at the age of 26 Paul QUIT a high profile job in professional soccer to begin his own clinic. He had NO money, NO business or marketing skills and NO experience - and yet now owns and runs 4 pt clinics and has a proven track record of growing a physical therapy business from 0 - $2m in record time.
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