E533 | Marketing Lessons From The Music Industry

Today's episode has to do with the unsung hero of your content and your marketing and that is messaging. When you take a look at musicians and the music industry, they do such a good job of communicating who they are through their lyrics. This is something you should be doing through your content every time. Enjoy! 

• Mistakes made in our marketing messaging
• Aligning your messaging with who you are

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Podcast Transcript

Danny: So there's all kinds of hidden fees within your business that are just part of doing business. One of those is credit card. Processing and for us, we didn't even realize how much we were paying in credit card processing with the first management software we were using for our practice. And when we switched over to PT everywhere, we just realized we were saving literally hundreds of dollars a month with credit card processing with their partner with Card point versus who we were using with our prior.

Software. This has made a massive difference. It's more than paid for itself. It allows us to decrease our overhead. It allows us to have more cash flow to reinvest in our people, in our technology, in our facility, in marketing and everything that's gonna drive the business. So don't get abused by credit card processing companies.

Make sure you're paying what you should pay. And if you're looking for a management software, highly recommend PT everywhere directly integrates with a. Processor makes it very easy and their rates are super, super competitive. So it's saved us a ton of money and it probably will do the same for you if you don't know what you are getting charged.

So head over to PT everywhere. Take a look at what they've got. I think you really like it. So here's the question. How do physical therapists like us who don't wanna see 30 patients a day, who don't wanna work home health and have real student loans create a career and life for ourselves that we've always dreamed about?

This is the question, and this podcast is the answer. My name's Danny Matte, and welcome to the PT Entrepreneur Podcast.

What's going on guys? Doc Danny here with the PT Entrepreneur Podcast, and today we're talking about messaging. I think it's the unsung hero of your content and your marketing, and it really requires you to get very specific about who you're talking to and to you to really use verbiage and shared experiences and stories and things around the audience that you are trying to appeal to.

And I'm gonna, I'll start with an experience share. From whenever I first started creating content where I was I was creating content that was far more like physical therapy to physical therapist to physical therapist, education based versus physical therapist to potential patient based.

So I noted this, I noticed this because I first started to create like a blog content for our website. And. I know I would write any number of different articles about things and but the angle that I took on it was very detailed, very clinical specific. And what I started to notice was I would get comments on these blog posts, which is typically a good sign if somebody is like responding to something that you say.

But the issue was, the only thing I was getting was other physical therapists. There were a either. I agree with you, or B, either you're an idiot. So all I was getting was other clinicians that were chiming in on what I was talking about. And I realized after about six months of doing this that I wasn't getting anybody from these articles these blog posts that I was writing.

I wasn't generating really any positive benefit for the business besides aligning with certain PTs and then irritating other ones. I realized I needed to change how I was doing that and really start to change my messaging and make it more towards who I was actually trying to get as a client in my in my office.

So this is a huge mistake that I see a lot of clinicians make. And I was thinking the other day about how music musicians do a really good job of this. And part of it is because like when we do virtual live events Our business partner, Jared, he always gets just like people just.

Hate on him for whatever music he picks. And he can never, it doesn't matter. It's just like the lose position for him because it doesn't matter what he picks. Not everybody's gonna like it. There's just no way everybody likes you get a, a room of 200 people. It's impossible to get them all to be like, yeah, this is awesome.

Even if you go to, just what the vast majority of people would agree is good music. What does that mean? Cause it's so subjective, right? And it has to do with what appeals to them. And that's messaging. And when we look at, when we look at musicians, I think they do such a good job of this.

If you really listen to their lyrics, it's, it aligns with the type of people that are their die hard fans. If you listen to country music, if it's somebody I don't really listen to country music. I don't know. There's somebody like Morgan Wallen, like he's singing about small towns and simple life and, All the shit that goes along with that.

And he's got a number of songs that are all about that, right? And people that are in small towns and, and they align with what he's saying. Like it creates this bond that makes them, Want to listen to more of that makes them more interested in that person, makes them want to go to a concert.

If you listen to somebody like 21 Pilots they're talking about like middle class suburban problems, stress and dealing with parent expectations. And if you, if maybe if you live in a town of 5,000 people, that doesn't matter so much. But if you live in a suburban. Area where, you know, the suburban sprawl and you're talking about, he, they're talking about similar problems to what on a daily basis or stressors that you have in your life.

All of a sudden it's man, the messaging that they have is aligning with that avatar far better than a country singer is gonna align with them. So they have this bond that gets created by the right messaging and the right content. In this case it's music. But messaging that correctly.

You go to a whole nother genre and you talk about, let's talk about like Migos or somebody like that. And they're talking about partying and making money and growing up dealing drugs and if that's you and that was your life, like you have a. Alignment associated with that, more so than anybody else that's living in a suburban sprawl or a small town.

Like it's not, you can't align with somebody the same way as if they have shared experiences and you're saying things in a way that makes sense to them with verbiage that is common. And that's messaging. All that is messaging. It's just messaging through music. And all of these genres and these people, they're massive, right?

And massive successes and and have massive followings. But they're not the same. They're different and the same thing. When you look at your marketing, you look at your messaging with business it, the same thing applies to you. You have to really understand your people. You have to use messaging and verbiage and clearly define like who you help and how you help them.

And stick to that so that you are creating this bond with people via your content, whether it's video, whether it's blog, whether it's, advertising that you're paying for but you are spec specifically sticking to that. Just as these different genres of music do with, what they do with their songs and the words that they have.

And, and if you look at their audiences, it's, they're very different, right? And distinct because of, who they are creating this music for, so same thing with you, with your content. So think about that, who do you want to be? What genre are within the clinical space.

And start to really define that and then make sure your marketing and your content in particular is very targeted to those people. I think that will help you quite a bit with developing that content bond that then leads to them becoming a client and then leads to them sending all their friends and family to see you if you do it the right way.

So hopefully this helps. As always, guys, thanks so much for listening and I'll catch you next week.

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Hey, real quick before you go, I just wanna say thank you so much for listening to this podcast, and I would love it if you got involved in the conversation. So this is a one way channel. I'd love to hear back from you. I'd love to get you into the group that we have formed on Facebook. Our PT Entrepreneurs Facebook group has about.

4,000 clinicians in there that are literally changing the face of our profession. I'd love for you to join the conversation, get connected with other clinicians all over the country.

I do live trainings in there with Yves Gege every single week, and we share resources that we don't share anywhere else outside of that group.So if you're serious about being a PT entrepreneur, a clinical rainmaker, head to that group. Get signed up. Go to facebook.com/groups/ptentrepreneur, or go to Facebook and just search for PT Entrepreneur. And we're gonna be the only group that pops up under that.