Marketing Tip

My Single Best Marketing Tip

Know what you are selling.

Whether it’s on your website, through social media, or just in talking with patients on the phone or in your clinic, nothing will help your practice attract more business than this.

And nothing will cost you more money than trying to sell people something they don’t want or care about.

Sounds easy, right?

You’re a Physical Therapist, so you sell Physical Therapy, right?


When’s the last time you WANTED to go to the doctor?

People go when they have to, and then only begrudgingly, to wherever is convenient and takes insurance and isn’t too unbearable.

They aren’t exactly itching to drive further and spend more to see a doctor for a full hour.

If you want them to do that, you’ve got to sell them something more than Physical Therapy.

And if you want them to come to you instead of your competitor down the street (or the chiropractor or massage therapist), then you’ve got to sell them something they can’t get anywhere else.

We’ve told you over and over again that you have to sell solutions to problems, not treatments or methods, and that’s an important component.

People will pay a lot more for fun or security or normalcy than for back braces or core exercises or leg extensions.

But lots of clinics promise that.

If you want to get the most out of your marketing, you need to understand what you are selling that no one else can:


You are a unique individual with unique strengths and a unique story who is perfectly suited to helping a certain group of people.

Your marketing is fundamentally about finding who those people are, why you are the best person (or clinic) for them, and what difference you can make in their lives.

You probably have a better intuitive understanding of this than you realize.

That’s what caused you to go into business and convinced you that you could succeed in the first place.

Maybe it comes out naturally when you are talking with patients (especially the ones you really connect with).

But putting it down on paper can be challenging.

That’s why so many PTs default to putting their clinic name at the top of their website, or get distracted talking about nothing but therapies on their homepage.

It’s why so many PTs go with generic messages they copied from another clinic or were given by someone who’s “done it with my own site” (for a nice little fee).

Someone else’s message is never going to work as well for you as it did for them, because you’re not them, running their clinic, in their city, with their patients.

You’re not selling the same thing!

You can do better.

So I challenge you.

Whether you are just starting out or simply looking to get more out of your current business, taking just a few minutes to better understand yourself, your business, and your patients will make a huge difference beyond your website to wherever you interact with people.

So grab a coffee, open your notes, and take a few minutes this week to answer these questions:

Why did I get into this business?
What do I do (and enjoy doing) better than anything else?
Who do I serve the best in my local community?
How can I change their lives?
What will it mean to them if I did?

That’s what you are selling.

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