BPTM_Applying Breakthrough Advertising

BPTM_Applying Breakthrough Advertising

GetBreakthrough.com

877-903-8616

PRIVATE PRACTICE GROWTH NEWSLETTER

INSIDE: • Applying Breakthrough Advertising • Group Call Schedule

• Breakthrough Win Spotlight • How To Get Support

Physical Therapy marketing to generate new patients and grow your practice.

GetBreakthrough.com

877-903-8616

“I WISH MORE PEOPLE KNEW WHAT PT COULD DO FOR THEM” APPLYING BREAKTHROUGH ADVERTISING

Hello Breakthrough Owner,

Back in 2014, when we started teaching direct-to-consumer marketing principles in Physical Therapy, we were primarily dealing with potential patients who were at the lowest levels of awareness (#4 and #5 above). Themethod of advertising Schwartz writes about for this level of awareness: the problem-solving ad. You name the need and its solution in your headline. That’s exactly what we did: “New Rotator Cuff Workshop Reveals How to Naturally Heal Shoulder Pain for Good Without Medications, Injections or Surgery…”

It’s a common need you and I share as PTs. Our wish is for higher PT awareness and utilization. In thinking through this - I went back to the basics.

Two weeks ago, I grabbed Eugene Schwartz’s Breakthrough Advertising off my bookshelf at home. Looking for a reference for crafting headlines, it was impossible to stop reading once I started.

This wasn’t the first time I read it - but it’s probably been 6 or 7 years since I read it cover-to-cover. (That’s two kids ago; 4 clinics ago; and 22 Killer Marketing classes ago). Oddly, I felt like this was the first reading. The thoughts and words had a whole new meaning. Chalking this one up to experience.

Today, the market may be ready for an update - a refresher. The market is a little more sophisticated. More PTs and conservative care practitioners are advertising online than ever before.

The part that stood out the most?

The BIG takeaway seems to be others have done this before…and have already paved the way to navigate in-creased competition in the marketplace. We just need to follow their trail.

“Your Prospect’s State of Awareness - How to Capitalize on It When YouWrite Your Headline” (Chapter 2) covers in detail the 5 levels of awareness AND how to treat each differently in your advertising/marketing: 1. The Most Aware - the patient knows of your service - knows what it does - knows he wants it. 2. The Customer Knows of Your Service But Doesn’t Yet Want It - the potential patient isn’t completely aware of all your PT services could do, or isn’t convinced of how well it does it, or hasn’t yet been told how much better it does it now. 3. How to Introduce New Products - the potential patient either knows or recognizes immediately, that he wants what your PT service does; but he doesn’t yet know that there is a treatment - your treatment - that will do it for him. 4. How to Introduce Products That Solve Needs - the potential patient has a need, recognized immediately. But he doesn’t yet realize the connection between that need and PT. 5. How to Open Up to a Completely Unaware Market - the most difficult. The potential patient is either not aware of his desire or need - or won’t readily admit it.

By the way - I found copies of Breakthrough Advertising now on sale for $125 each. This is WAY less than the $686 I paid a few years ago (it was out of print at the time - and worth every cent). The answer to gettingmore people to know what we do in Physical Therapy is fairly straightforward: 1. Select the specific target market we want to attract. 2. Own the media the specific target market consumes. 3. Craft messaging using principles in “Breakthrough Advertising”

Hope this plants a seed for you to pick up a copy, Chad PS - What I’m reading: “Breakthrough Advertising” by Eugene Schwartz (naturally)

GROWTH X CALLS • The 4th Wednesday of each month for Staff • The 4th Thursday of each month for Owners • 12-12:30PM EST Registration Required GROUP CALL SCHEDULE

Keep an eye on your email inbox for all applicable call invitations and virtual meeting registration information.

DEBBIE LAMBSON HIGH DESERT PHYSICAL THERAPY WINS: • 14 People came to our back workshop last night. • 10 signed up and another 2-3 are checking in on referrals. • Our PT is fantastic at explaining and enjoying a crowd.

WANT A CHANCE TO BE FEATURED?

Winners are: • Showcased in this Breakthrough Community Newsletter (which is mailed out each month to the entire Breakthrough Nation). • Celebrated on a Breakthrough internal Town Hall meeting. • The winner will also get printable Flip the Pyramid photo props to use with their team and/or next patient testimonial photo!

1. Post a win in the Breakthrough Inside Circle or PT Experts Facebook groups 2. Include “Breakthrough Win” or “win” anywhere in your post 3. Also include what made your win possible. What worked (and even what didn’t)? 4. We’ll email the winner every month.

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HOW TO GET SUPPORT

With Breakthrough nation growing rapidly, as well as our Breakthrough operating team, we want to help layout the best ways to contact us in order to get support.

TECHNICAL/LOGISTICAL SUPPORT Portal help, program schedule, email notifications, billing, etc. Masters Courses (i.e. Killer Marketing), and Growth X Members should email [email protected] CONTENT SUPPORT Questions on content within your program’s modules, feedback, & PT advice. Post In Our Facebook Groups Breakthrough Inside Circle, Max Value, or PT Experts Facebook Groups

PLEASE DO NOTTRY TO CONTACT BREAKTHROUGH TEAMMEMBERS THROUGH THEIR PERSONAL FACEBOOK PROFILES FOR SUPPORT INQUIRIES. IN ORDER FOR OUR TEAM TO GIVE YOU THE BEST AND MOST EFFICIENT SUPPORT, WE WILL NOT BE RESPONDING TO SUPPORT QUESTIONS VIA ANY OF OUR PERSONAL FACEBOOK PROFILES. AND PLEASE DO NOT CONTACT THE STAFF AT MADDEN PT. FREE PRACTICE GROWTH RESOURCES

Articles, ebooks, online training, and other business and marketing resources to help your practice grow.

Available when you visit: GetBreakthrough.com/resources

BREAKTHROUGH MANUAL THERAPY

Achieve your COMT and earn CEU's as you learn manual treatments proven to increase patient outcomes and retention. Es t ab l i sh your c l i n i c as t he l eade r i n pa i n r e l i e f i n your r eg i on .

Two wa y s t o l e a r n :

Host a course at your clinic: This is a great way for all of your staff to learn and bond together while eliminating travel costs. It ensures a consistent level of knowledge among staff, and allows them to use each other as resources as they implement their learnings.

**Discounts offered to those who commit to hosting the four-course COMT Series**

Attend an upcoming course: If you or a couple staff members want to take a course, or you want to get a new staff member up to speed, attending a course at another clinic is the way to go.

UPCOM I NG COURSES * C o u r s e s a r e a d d e d f r e q u e n t l y . C h e c k b r e a k t h r o u g h p t ma r k e t i n g . c om f o r mo s t c u r r e n t l i s t .

September 17 & 18 - Lumbopelvic Two; Washington PA September 25 & 26 - Cervicothoracic One; Clarksville, TN

TO REG I S T ER

Con t ac t Abbe Kl e i n a t abbe@br eak t hroughp tma r ke t i ng . com

BREAKTHROUGH MANUAL THERAPY

Achieve your COMT and earn CEU's as you learn manual treatments proven to increase patient outcomes and retention. Es t ab l i sh your c l i n i c as t he l eade r i n pa i n r e l i e f i n your r eg i on .

Two wa y s t o l e a r n :

Host a course at your clinic: This is a great way for all of your staff to learn and bond together while eliminating travel costs. It ensures a consistent level of knowledge among staff, and allows them to use each other as resources as they implement their learnings.

**Discounts offered to those who commit to hosting the four-course COMT Series**

Attend an upcoming course: If you or a couple staff members want to take a course, or you want to get a new staff member up to speed, attending a course at another clinic is the way to go.

UPCOM I NG COURSES * C o u r s e s a r e a d d e d f r e q u e n t l y . C h e c k b r e a k t h r o u g h p t ma r k e t i n g . c om f o r mo s t c u r r e n t l i s t .

September 17 & 18 - Lumbopelvic Two; Washington PA September 25 & 26 - Cervicothoracic One; Clarksville, TN

TO REG I S T ER

Con t ac t Abbe Kl e i n a t abbe@br eak t hroughp tma r ke t i ng . com