still a much larger industry than the new media. This has been going on for hundreds of years. One example was TV and radio. TV was going to kill the radio back in the ‘40s and ‘50s. I’m not sure who predicted that, but since I listen to the radio on my drive to work, I feel like they may have been wrong on that prediction. In 1922, they thought radio would kill the newspaper, but that also seems to have been wrong. The internet hasn’t even killed the newspaper or the yellow pages. If a type of media was going to die, you’d think it would be the yellow pages, but a quick internet search tells me that the yellow pages industry is still a $3-billion-a-year business. What? My point to all this is that media rarely dies. When it does die, it typically is a result of government regulation, not another media. The hype about one type of media claiming it is the best ever and will make you rich is just that — hype. E-books didn’t kill real books, Facebook hasn’t killed a single type of media, nor has Instagram, and Snapchat is just trying to stay in business.
The old catalog business is growing and working, and you know who they’re targeting with these catalogs? Millennials. They love ‘em. In fact, many online-only retailers are now adding catalogs to their marketing arsenal. Could you use a catalog to sell more? Even if you only have services, could you advertise those services once or twice a year all in one place? I’ve seen it done and was told it worked. You know what else is crushing it right now? Anything live and in-person. In the physical therapy world, using social media and your own internal patient list to drive people to in- office demonstrations is not only working but growing many independent PT practices. Using online and offline marketing to sell an event isn’t new. Demonstrating that your product or service works and that you’re knowledgeable is a tried-and-true tactic for closing more business, but it wasn’t typically done in the PT world until recently. I know of it being done in law and chiropractic as well, all with really good results. Could you add in live and in-person demonstrations or trainings? One of my big pushes for 2019 will be just that — live trainings and events. Maybe you should consider them as well. Of course, I’m not suggesting that events are easy to pull off, or
even that it’s easy to get butts in the seats. But they work. All you have to do is crack the code.
I have a friend who is flying any client into their office who spends XYZ dollars or more per year with them. They’re paying for the airline ticket and hotel of the person coming to build a deeper relationship as well as upsell and cross- sell the client. This is a one-on-one version of a live event. Here’s another marketing tactic that is working really well — although, to be fair, it has always worked well, even though it is executed poorly by most. The strategy is partnerships. We heavily use this tactic, as do many of my most successful friends. The tactic is simple, really: Find those who have already gathered your ideal clients and work out a deal that allows you to market to their clients and prospects. We’ve been using this for years, and it has crushed it for our business. I recently expanded the program by adding budget and a human to be in charge of it, and low and behold, it is working better than ever. We plan on going even deeper into partnerships in 2019 by finding more people to work with Continued on page 6 ...
Enough about death — let’s talk about life and what is working for businesses right now.
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Matthew 1:20 — ”But after he had considered this, an angel of the Lord appeared to him in a dream and said, ‘Joseph, son of David, do not be afraid to take Mary home as your wife, because what is conceived in her is from the Holy Spirit.’” Matthew 1:22-23 — ”All this took place to fulfill what the Lord had said through the prophet: ‘The virgin will conceive and give birth to a son, and they will call him Immanuel’ (which means ‘God with us’).” John 1:14 — ”The Word became flesh and made his dwelling among us. We have seen his glory, the glory of the one and only Son, who came from the Father, full of grace and truth.”
always imagined. Then, she introduces readers to her eight featured
experts who have created their own businesses using their tailored knowledge. Throughout the book, Jeanine
explores the pitfalls that will hold people back from joining her movement and encourages
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