The Who

• 00:00:00 – Introduction
• 00:02:29 – Imagine if you had 100 people lined up outside your clinic waiting to see you.
• 00:04:46 – If we market ourselves as what we do, we lose 95% of opportunities to help people and solve people’s problems.
• 00:06:36 – When you’re trying to be everything to everybody, you lose so many opportunities to help people.
• 00:08:26 – How can you look through the letterbox into the life of your client’s life?
• 00:10:44 – Are there enough people going through the menopause in my town that I could possibly help?
• 00:12:56 – People don’t know that they need a massage.
• 00:13:46 – How do we create a market of one?
• 00:15:51 – Why do you need to stand out from the crowd?
• 00:18:16 – Who do you want to work with? How do you stand out?

You’re listening to treat your business with Katie Bell, the podcast for health and wellness business owners that want and need to give their business the treatment plan it deserves and needs so that you can create more time back in your lives to give you the income you deserve and work hard for and to create more freedom and flexibility in your lives to enjoy the things you love to do. Whether you are a physiotherapist and osteopath, a sports therapist or maybe a Pilates studio owner, I’m determined to share with you bite sized episodes full of tried and tested tips from my own real experience of growing a successful physiotherapy and wellness clinic and from working with many businesses to do the same. So if you’re tuning in and feel like you’re on a hamster wheel of patients admin, life constantly juggling working and being with the family, and feel like you’re doing a rubbish job at both not making the income you thought you would by running a business and generally feeling overwhelmed with everything that you have to do, then keep listening. The treat your business podcast is sponsored by Jane. Jane is an all in one practice management software with helpful features like online booking, admin scheduling, integrated payment processing, and charting. But there’s more to Jane than you might think. The team at Jane cares a lot about the problems you face as a practitioner. One of those problems is the prevalence of no shows and late cancellations in practices. So they’ve made it easy for you with a few simple tools built right into Jane. That includes the ability to implement an online booking payment policy, send out unlimited text and email reminders, and enable waitlist management features to fill those last minute gaps that were preventable. Come and see Jane in action at Jane app. And if you know you’re ready to sign up, then you can mention the code Thrive one M O for a one month grace period on your new Jane accounts. Welcome to this episode for the hoop. Now, last episode, we talked about the why. And this is one of the key foundations that we need in our business to make sure that we’ve got a business that’s going to create more time, more income and more freedom. We talked about the why we talked about getting clear about why we’re running this business in the first place, why not just not go and get a normal job. And I I promised that in the second episode, we were talking about the second key foundation, which is the who, if you’re everything to everybody, you’re nothing to nobody. And I want you to imagine as a patient of your clinic, or your practice or your classes, that if you had 100 People lined up outside your clinic door or waiting to see you. And let’s take for example, they’ve all got back pain, okay? And so they’ve got problems, or they’ve got a problem that you know you can solve. And if you went down that list of people that live people and you said to each person, what is it you think you need to solve the problem that you’ve got to solve that that problem? Okay, just choosing that as a really common example. And you go through each person, they will probably say things like, I probably just need to Google it. Or maybe I need to do some videos or watch some videos on YouTube, get some exercises, maybe I need to see the GP might take some pain relief. Some of them might say, Maybe I need to see a physio, or perhaps I need to, I don’t know do some Pilates. I’ve heard Pilates can help back problems, but I don’t really know. So the point here is of all of those 100 people, about five of them. 5% of them will have an idea that you as the health professional are the person that they need to solve the problem that they’ve got. Okay. Usually because a they’ve been to you before or they’ve been to somebody is similar, you know, another physio or another osteopath before or they’ve been told you’re what they need to solve the problem that they’ve got. Okay 95% of those people in that queue have got no idea who you are what they need. Now, this blows our mind as health professionals because we are physios and we are osteopath and we are massage therapists. We think everybody knows about what we do. And the common thing is when you talk to somebody and you say, Oh, I’m a physio, that instant thought is you run on a pitch with a bucket and sponge. So they aren’t clear about us being the health professional is what they need to solve the problem that they’ve got. Okay. So if we market ourselves as what we do, we’re losing 95% of opportunities to help people and solve people’s problems. So this is what really important when it comes to trying to work out our marketing strategy, which is what everybody wants to know, we first of all got to figure out well, who is it that we can really help? What problems do our clients, our customers our patients have, that we can solve? And if we just mark it ourselves, and we stick on our social media that, you know, with our physio opening times, our clinic hours or class times, we are assuming that all of those readers, there’s people that are digesting our information or scrolling through and looking for things already know we are the solution. They don’t. Part of our job is to understand who we can help what problems people have, and therefore how we can solve them. And we’ve got to market that rather than what we do. So for those of you who have a website, or you use social media, you’ve got any marketing out there. I want you to think about how much of that marketing is saying physio, sports massage therapist, osteopath, myofascial release, acupuncture, dry needling, soft tissue massage, cupping, whatever treatment modality, it is the customer at that first sort of touch point, don’t care what it is that we do. All they care is about what’s in it for them, can that person solve this problem? Can they get me out of the pain that I’m in and towards the pleasure the solution, whatever it is that they’re looking for. So when we’re trying to be everything to everybody, and we’re trying to say we’re a physio or an osteopath, or a sports massage therapist, and we just work with anybody, when you’re losing so many opportunities to help people, because it doesn’t resonate with the conversation that’s going on in their head, the conversation that’s going on in our patient’s head is I have got this most agonising back pain, which is stopping me from getting out of bed, easily in the morning, it’s taking me at least 20 minutes to get going. I’m struggling to sit all day at work, I’m worried about having to take time off that how that will look. Or you know what my boss will think, and really don’t want to take any more pain relief because it makes me feel rubbish and makes me feel like I can’t actually work or focus. And they’re worried that they can’t get up and down off the floor or lift their baby out the carpet. All of these are just examples. So when we’re trying to figure out the who, who is it that we want to solve problems for? We’ve actually got to look like through the keyhole of their life, look through the letterbox on their front door and looking into their life to see how does their pain and problems and when I say pain and problems. We can talk about physical pain, we could talk about emotional pain, we could talk about anxiety, stress worries, all of that is included. How does that show up in their life. So if you were looking through the keyhole, or looking through the letterbox and watching their life go on, let’s take a footballer who has just injured his knee in a Sliding Tackle, okay, and you’re looking through the keyhole on through the letterbox of their life. And this football is feeling really, really low, because they’re missing out on training time that he’s worried about his fitness declining, he is actually losing income because he’s paid to play football. And that creates an income for his family, which actually means that they can, he can provide extra curricular activities for his daughter, so he could pay for a ballet classes or whatever. So as a result of the knee problem, we’ve actually got the fact that he’s worried about his income. He’s worried about his fitness, he’s worried about getting back onto the football pitch. He’s worried that he’s going to be dropped and he’s not going to be looked at again. He’s worried that he might be dropping down to lower league football because of this injury. He’s worried that this injury might be something that stops him from playing. In the future, it might be something that he’s worried that it’s going to reoccur. So can you see if we were looking through the letterbox into that into his life, we can now really start to be able to resonate with all of those pains and problems that he’s struggling with. Now, we know we can solve and we can help the knee problem. But we also know that as a result of solving the knee problem, we’re going to make an impact on all of those other worries and concerns that that client or that patient has. So if you’re a physio or an osteopath, or chiropractor or Pilates instructor Do you really know who it is that you want to work with? Do you really know what problems you can best solve? Or are you trying to be everything to everybody? Now part of why we often are trying to be everything to everybody is because we are running a business from a place of fear. We’re fearful that if we actually niche down or get an avatar or get an ideal client, all of those words mean exactly the same thing. If we actually stand up and say, I am an expert at working with women who are going through the menopause, that is my expertise, then what we worry about is all of those other people that we’re losing out on. And are there enough people going through the menopause in my town that I could possibly help that’s going to create me the income and the the opportunities that I want. So what we ended up doing is thinking, well, I could work with postnatal, as well. And I could work with pregnancy. And I could probably work with antenatal and I could probably, in fact, if we just work with everybody. So we ended up trying to be everything to everybody and actually within nothing to nobody and our marketing doesn’t resonate with people. People want to stop the scroll. People want to look at London, your website and instantly know, this is exactly the right person that I need to help solve this problem that I’ve got. Now I hear you ask, can I have multiple ideal clients? Can I have multiple? Who is that I want to work with? And the the honest answer is yes, you can, of course you can. But when it comes to creating marketing campaigns, we have to have completely separate ones for all of those. So we’d have a marketing campaign. For ladies who are menopausal, we would have a marketing campaign for mums who have just given birth to their babies, we would have a separate marketing campaign for pregnancy. Because the problems and the worries and the concerns if we were looking through that letterbox all show up differently for those three types of people. So if you have one piece of marketing, that we try and communicate to all of those three people, we don’t resonate with anybody, we don’t land with anybody. And therefore, those people reading that don’t instantly think this is who I need to work. This is where I need to go and see. So you absolutely can advertise yourself as a physiotherapist, you can absolutely advertise yourself as a sports massage therapist. But I want you to think about does your marketing and does what you put out there resonate with the types of problems people have, you know, you can solve? Or are we too busy talking about how we help people, which doesn’t land with anybody, because nobody really knows except for us and for health professionals, what people really need to solve the problems that they’ve got. They don’t know that they need cupping. They don’t know that they need three sessions of massage. They don’t know that they need to do a 12 week kickstart Pilates programme. They just know they have this problem, and they don’t want it anymore. So people are, are driven away from pain towards pleasure. They’re not often driven by the pleasure bit first. So they’re not looking for 12 sessions of Pilates, they’re looking to not have this limiting back problem. That is meaning that they can’t, they can’t run. They can’t, they can’t do the things that they want to do. They can’t go to the gym, they can’t lift their baby out of the pram easily. They can’t play rugby, whatever it is. That’s what they’re trying to move away from. So start thinking about how we create a market of one. How do we create it so that you are the supply to the demand? Because the demand is huge. Most people I always think this when I walk around a supermarket, and I absolutely hate supermarket shopping. But when I walk around so many people aren’t there the hobbling or the limping or that you didn’t notice that. Oh my God, look how they’re walking on those crutches or what’s going on with their shoulder as health professionals. We’re constantly analysing everybody’s postures, but most people have got a pain or an injury or a problem that a lot of us can solve. Okay, most people and when you’re looking at all these people, and you’ve got all of these problems and all of these opportunities to help solve them, the demand for our services are absolutely huge. Okay, particularly right now it with the crisis that the NHS are going through, people need our help. So and then I think well, why is it that so many businesses can’t get the number of clients through the door that they want and that is often because they’re too busy promoting who they are? are not what problems they can solve. So I want you to start thinking about, who do I want to stand up and say I am the expert at working with what am I really passionate about, if I could only treat one sort of problem, or one sort of client, who is that? Think about your client list this week. And think about that standout personal standout people, that you genuinely leave the session and you’re buzzing because you’ve really made an impact, you’ve really made a big difference to them, and their their lives and their health. That way you want to start because when you’ve got that passion, when you’ve got that drive, it feels a lot easier than trying to shoehorn yourself into lots of different specialities. So the demand for our services are really high. But also, we feel that there’s a lot of competition out there. We feel like there’s lots of physio clinics, in our in our town in our village, we feel that there’s lots of osteopaths doing exactly the same as what we’re doing. We feel like there’s loads of Pilates instructors. So why would anybody choose you over everybody else. In a later episode, we’re going to be stopped talking about standing out or standing down, and I’m going to really dig into what I mean there. But ultimately, you have to stand out as the expert at working with something or somebody or some type of pain or problem, okay, you may want to be the expert in the women’s health field, and you may want to niche down and say, Actually, I am a specialist at working with ladies who are pregnant, it might be that you are going to specialise in working with bodybuilders who are training for huge events, it might be that you want to specialise in working with athletes who have got an injury that is preventing them from playing the sport that they love to do, or love to play. Okay, so there’s no right or wrong, you can’t choose wrong care when you’re picking the right people to work with. But what you have got to try and do is start to become the expert at working with a certain type of issue pain, problem client. We can’t just choose demographics, we can’t just say, Well, I just want to work with men or just want to work with women, or I want to just work with children, or I want to work with old people, that’s more demographics, we want to start thinking more about the psychographics. What anxieties, worries, concerns are showing up in these people’s lives that we know we can help solve. So the back pain, the knee problem, the shoulder problem, is just that top layer. And then we want to dig deeper and deeper and deeper and really look at how it is affecting their lives. Because that is when we can create impactful marketing, because we can resonate with what’s going on in our customers minds. And when we understand that, and we can resonate with that we can create marketing that is going to jump out at people and for people to realise that you are not just the same as everybody else. You are somebody that specialises or is an expert at working with. And in the next episode, we’re going to talk about the how because we’re going to create ways of working with people, we’re going to solve problems creatively. So you can create consistent income, but you can facilitate the best possible results for your clients. So we’re going to talk about that in the next episode. So in summary, we’ve talked about the why in episode one we’ve really got to grips with why are we running this business in the first place? What has this business got to deliver? And how do we want the business to facilitate our lives. We’ve now talked about the who. And over the coming episodes. As I’ve said, we’re going to dig into all of these elements in a lot more detail. And I can give you actionable things to go and be able to figure this out. But I want you to think about as a result of listen to this podcast. Who do I really want to work with? And who can I become the experts? What can I stand out, as in our field so that I’m not lost amongst all the competition? I’m not lost amongst all of the noise in the industry because it is a really noisy industry. There is lots of people doing what we do. But there’s only one of you and how can you be different to what everybody else is doing. So if you’re everything to everybody, you’re nothing to nobody to really go away and have a think about who it is you want to be able to work with. Thank you so much for listening in. I look forward to seeing you in episode three, where we are going to be talking about the how how we can solve problems creatively to create more consistent income in our business. Thank you for listening to treat your business with Katie Bell, the podcast that tells you what you really need to hear and know when it comes to running a successful business in the health and well On this industry that gives you the time, money and freedom that you are wanting for access to our free workshops on how to get more clients in your business, how to make more income in the next 30 days. And to get more time back in your business and life, head to our free Facebook group today, treat your business or head over to thrive dash business coaching.com. All of the links are available in the show. Hey there, this is Katie from the Jane team. If you’re new to the name, I’d love to introduce you. Jane is an all in one practice management software with helpful features like online booking, scheduling, charting, and billing. You’ll also be backed by a knowledgeable support team ready to help you every step of the way. 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