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“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)
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