Paul Gough

Free Marketing Plan Road Map for Physical Therapy Clinic Owners
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Why Selling to People Who Don’t Know About PT Is Key to Multiplying Your Revenue

I’d say of all of the things that I’d learned that have had the biggest shift in the way that I see life and see business and understand my business, and ultimately the opportunities that I’ve got from my business – the biggest one has been understanding the very simple but often overlooked idea that the money in business is found in selling things to people who don’t know you or your product exists.  

What happens when you stop thinking that everybody needs and knows about your product?  

Start to think about the idea that nobody knows your product, nobody knows you, but they all want it – or would want it if they knew it existed. 

Because there are significantly more people who don’t know that your product exists. They don’t know that you exist, but they need that product. 

And I think the mistake that people make is in thinking that because they’re in love with their product and they know where their store is and they know what the website looks like and how to get there, that everybody else does, that’s not the way it works.  

One of the things that I think completely transformed everything for me was understanding that philosophy, or that principle, and then creating a business strategy around it called lead generation. 

It’s the premise that most people don’t know you, they don’t know you exist, but they want the thing that you do. 

They’ve got the pain that you solve. And if you move towards a lead generation model where your business marketing is all about identifying those people who don’t necessarily want you. 

They don’t know about you, and they probably don’t even know about your product, but they need some help with the thing that you do.  

Lead generation solves that problem, and it allows people to potentially be found on Facebook or Google or in a newspaper, etc., and instead of saying, “hey, this is what I do, you know I’m a physical therapist”…  

We say, “hey, if you’ve got back pain, I’ve got some information.” 

Let me give it to you and then we’ll start the relationship over the next 30, 60, 90 days, that leads to you knowing more about me, what I do, and then ultimately buying from me. 

All of the money in business – and this is again where I think people get confused. 

In business, usually in the first 6 to 12 months, you get enough customers because people know you or friends and family refer.  

But then what happens after that? You kind of get stuck, and the reason you’re stuck is you’re trying to market to the wrong crowd. 

You’re trying to reach people that you think already know you and already know that your product exists. But the money, the gigantic leap is when you go after 97% of people who need what you do, but don’t know you.  

They don’t know you exist, but would buy from you if you made it easy for them to do so. 

Anybody that you’re seeing in business who’s doing really, really well, they’re making their money on the back of a strategy that accepts that people don’t always know who you are or what you do. 

If you build a marketing campaign for those people and you implement that over a period of weeks, months, and years, you’d be significantly more successful than somebody who’s marketing to a small crowd of people who aren’t looking for physical therapy. 

There are hundreds of thousands of people. How many of them know what physical therapy is or what it does and know where to find one? 

Not many, but I bet there’s a significant chunk of people with back pain or knee pain. 

If you can figure out how to market to those folks and give them information, then you would have a significantly better and more successful, more profitable business. 

If you can’t get ENOUGH (or ANY) referrals from doctors, the only other way to grow is to market directly to patients.

The BEST way to do that these days is to be everywhere when people look online.


We Will Implement A Consistent, Reliable & Successful Online Marketing Plan For You To FINALLY End The Reliance On Doctor Referrals & Low Paying Insurance.

If you LOVE treating patients and want more of them – but don’t want the hassle of hiring or managing a marketing assistant, then this could be perfect for you.

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