E513 | The Power Of Your Purpose

Do you ever question why are you doing what you are doing? Why take the additional risks? Is it all worth it? Today, I wanted to reassure you that you are taking the right steps to get where you want to be. The moment you lose your purpose, you enter dangerous waters. Enjoy!

• Clients must understand your purpose
• Getting past your ego
• The power in overcoming your anxieties

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Podcast Transcript

Danny: So one of the best ways to improve your customer experience, which we know will dramatically improve your business, is to have clear lines of communication with your clients. And that's something that can be really hard with these multiple channels between email and text. And what you really need is to centralize that in one place.

And that's something that we've been able to do as we switched over to PT everywhere within our client's accounts. We can actually message right back and forth with them. They can manage their home exercise plan within there, and it allows us to really compartmentalize the communi. That we have with those clients, instead of losing an email in the inbox or missing a text and then you're, it's very hard to dig yourself outta that hole because they feel like you're not very responsive, with them.

And for us, it's made a really big difference. It helps make our staff more efficient. It helps us not miss things as much with the volume of people that we're working with. And it's a really smart way of really compartmentalizing your communication with your clients so it doesn't interfere with the rest of the channels.

You have communication with family and friends and things like that. So I think it'd be huge for your practice to centralize. Have head over to pt everywhere.com. Check out what our friends are doing over there. I think it's really cool and I think you really like. 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 Mate, 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 your purpose. Why? Why are you doing what you're doing? Why are you taking on all this additional risk? Why are you going into business for yourself? Why are you gonna pay yourself half as much and work twice as hard for an extended period of time?

It's not as cool as people make it look on Instagram. Like being a business owner, especially in the early stages is hard. It's just like getting beat up every day and then going back out there, and you don't even get weekends off. So why are you doing. What's the purpose of this?

There has to be a reason why you decided to take the risk to start a practice. In particular, if you're going the cash or hybrid route, why are you going the route that's so against the, so much against the grain of what all your consumers, all your potential clients think that you should be doing. If you have had a conversation with somebody about why you are out of network or a cash-based practice owner or something like that.

Many times people just think that you're greedy or they think you're being the bad guy, when in actuality what you really want to do is be able to work with less people and be able to really impact those people in a positive way. And this for me comes from a conversation I had today with one of our mastermind members who's awesome.

Like her and her husband worked together and I had a chance to chat with her just to go over some business stuff that they were working on. And one of the things that. We dug into that I didn't really realize was one of the things that they were working on was that her husband her husband and her work together and they have a hybrid practice cuz they're in a smaller market.

Maybe 40, 50% of their caseload is Medicare. A lot more of his patients are Medicare than hers because he mainly works in the older popul. And a lot of those people have Medicare, so it makes sense in that niche to really focus on on Medicare. But his volume is lower than where it should be, especially in comparison to probably, at this stage of their business where the volume should be.

And a lot of it just came down to not really effectively market. That marketing to that niche. So we talked about that a little bit and and I asked her, I said why did you start this business? Why did you two do this? Because, they were in, they had a pretty highly paid home health jobs, both of them.

And, they basically left a lot of security and solid income to then open this business together, and I said, why'd you do that? And she. That her and her husband, they got so tired of going to people's houses and helping them get up off of a couch and helping them just do basic, get back to basic things, activities of daily living, and in many cases, the root cause of a lot of their problems.

The vast majority of their problems were frankly, long-term metabolic issues stemming from. A lack of movement, poor nutrition, poor sleep, and poor stress management. And she said, we got so tired of trying to solve this problem on the back end when what we really wanted to do was. Improve people's, areas of their health and wellness pro as proactively as possible to stop them from needing us to come to their house at some point in time in their life.

And I said, how often are you out in the community telling people this? How often are you in front of your target audience telling this? And she said not that often. And it was interesting cuz she knew exactly what I was getting at and you know who knows exactly why, I'm sure.

There's some element of time poor elements where they have young kids and they're running a business and And maybe it's somewhat intimidating, to do, local marketing. I think it is for many people, but there's nothing more compelling. To potential clients, then them understanding your purpose, the thing that drives you to do the things that you do, because if this was purely a financial decision, they would not have left the jobs that they were in.

This came down to something that they felt compelled to do because of just the frustration of the problems that they were dealing with. When by that point, you, you couldn't have un unrun that bell, right? It's, it was too late. And they wanted to help their community solve these problems proactively, as proactively as they could.

And they have a really cool setup with what they're doing. And I think it's awesome. And I think that, They're really, they really are helping the people in their community, but they just don't know. The community doesn't know enough about it yet. They don't know that they are light years better and treating people differently than all the other options that are around them.

And as soon as they figure that out, They're gonna just be busier than they can handle and they're already doing a great job. Like they've already done a great job. Their business is in a great place, but there's still so much more room to go. And, it got me thinking about purpose, about your purpose.

If you have gone into business for yourself, if you have started your own business, you've inherently taken on. The fear of potential humiliation if it doesn't work, definitely some financial risk, a lot of time risk. You could be wasting a lot of time and obviously these practices can be very profitable if they're successful, and you grow them to the right place and you can definitely make more money.

But that's not the only reason why you should do this. For most of you, it's not, you have a real reason, you have a purpose, you have a, you have something that drives you to want to do this besides the potential monetary, change that you can have in your life. For me, with PT Biz, my purpose is helping my colleagues.

This is my career field. I am, this is not an opportunistic. Play for me. I'm not some guy that just came outta nowhere because I he felt like there was a opportunity in the market to do education and consulting work with clinicians. That is not me at all. I know what it feels like to be in PT school.

I know what it feels like to have to pass, your boards. I know what it feels like to get outta school and not know a damn thing about actually getting somebody better and struggling to find mentorship and growing and improving and becoming a better clinician, and then getting so damn frustrated with the system around.

With excessive questionnaires and documentation and these little things that just chipped away at my time and the volume that was too high and the people that would come in and not, I not necessarily want to get better and frustrate the just crap outta me, to the point where I started to question whether this was a career that I actually wanted to be a part of.

After getting a doctorate, after being in the field at that point, as a practicing clinician for five years and deciding that the only way that I would stay in was if I could work with people on my terms and then searching for a way in which I could do that, and then stumbling upon an option called a cash-based practice and thinking maybe this is it.

Maybe it'll work. I also know what it feels. To have people come in and work with me that want to be there, and I know how. Better That is, I know how much more personal satisfaction I got out of being in a room and working with somebody that had skin in the game that was actively trying to get back to an activity that they loved, and they were fully committed to doing the things that I wanted them to do to make long-term habitual changes in their lifestyle.

I know what that feels like. I also know what it feels like to not know what the fuck is going on in the business that you're trying to run. With your spouse while having a couple young kids, and how terrifying that can actually be. So when I talk about my purpose, when I talk about what I do and why I do it, it's because I know what it feels like.

A across the stages that people that are listening this podcast are going through. And I know just how much better my life got once I started to get help from people that actually knew how to run businesses. Once I honestly relinquished the control that I had, because I finally got past my ego and me saying I didn't know what I was doing, that I just couldn't figure it out on my own.

And that was really a slow way of going about it. So my purpose is to. My colleagues, my peers in a, in a profession that I actively have been a part of for over a decade. Be able to make the transition that I made going from disgruntled, frustrated, not sure if I want to be in the profession anymore, to, oh my God, this is awesome.

This is why being a clinician is so great and I could build a business around this that can now. Bring other clinicians into the mix so I can save them from the high volume frustration that I went through and the doubt of whether you even made the right decision. What a terrible place to be, man.

Did I make the wrong choice by getting a doctorate and dropping a hundred grand in debt on that? That sucks and a lot of people are there. My purpose is to help those people realize that there's a better way and how to do it the right way and not have to waste a whole bunch of time, money, and energy in the process.

Cuz ultimately what you really want is a successful practice. Ultimately, with this person that I was talking today, what those people want is they want to be able to interact and keep up with their grandkids. They want to. Feel like they are a burden on their spouse later in life. Like physically, they cannot take care of themself physically.

They have to be dependent on other people. These are the things that we have to talk to people about when we talk about our purpose. We have to talk about the alternative of what happens if these problems are not solved, and we have to do that in manners where we can either be in front of people, where we can get in front of them with content and a message, whether that's a blog article, a podcast like this, a video, an email, any number of things.

But you have to deep down know who you're serving and the purpose. That has driven you to take a chance on yourself to start a business, to help those people. That will clear up your marketing, that will get you more business than you know what to do with. Because if you honestly have a purpose, if you honestly have something that's more important to you than just the financials, it will come across.

If all it is for you is a money play, that will come across as well. We can sniff that. There's plenty of people that are clinicians in my area that's what I think their drive primarily is. There are plenty of people in our area of, business consulting, business education for healthcare providers, that it's transparent.

This is it. All they, all this is just a, this is just a monetary option for them, and they've figured out that they. Make something work. And inherently, there's nothing wrong with that. It is what it is. You gotta put food on the table for your family. But I'll tell you what, it's a hell of a lot better on the other side as the owner of that business.

When you have a strong purpose that drives you and the number of people that will flock to you, not just to work with you, but to work with you, it will be overwhelming. And you'll know you have it right When you have highly talented people that are just volunteering to get involved, cuz they see it too.

They see the purpose, they see the drive, they see why you're doing this, and they know as well that is not just about making a few bucks or whatever. It's about the purpose that you're driving towards the change you're trying. Create and it's meaningful to you and to that other small group of people.

And it doesn't have to be change the world, that might be what you want to do. It can be as simple as wanting to help cash based clinicians not have to go through the frustration and challenges of trying to figure out how to run a business cuz you didn't learn a shit in school like that.

Simple. That's my purpose. And people outside of my industry don't give a. They don't care. Why would they? It's not important to them, but the people in our community, the people in our industry, could be very important to them because it could change their life, and that's why we beat this drum and we preach this, and we talk about this over and over again, because that's why we're here.

That's our mission. That's what we want to do. And. If you are not doing that in your own marketing, in your own business, you are leaving so much business on the table. But more importantly, keep this in mind. You are leaving people that you could be helping, you are leaving people that you could be improving their lives.

Of fear of potentially getting out in front of people and talking about what your purpose is for? For what? Cuz public speaking freaks you out a little bit. Shit scares the hell outta me. I get nervous before I have to go talk in front of anybody. I get nervous before a B Nni group if I have to introduce myself.

You gotta get over that shit. It's just anxiety. It's just things that slow us down because they're important to us. Not that we're scared, it's because they're important and there's, it's hard for our body to tell the difference between the two. You gotta get out there not just for you, but for the people that you could be working with.

And if it's not I, if you can't overcome the anxiety or fear you have with putting your views out there, with putting your purpose out there, if you can't get over that, you cannot help those. And you have to ask yourself, which is more important? The fear of failure. The fear of fumbling over your words and embarrassing yourself, or the fear of not helping somebody.

You can help whichever one of the stronger is gonna win out. When you look at it that way, and if you're fine with just being able to help people but not being willing to get over that yourself, you're never gonna make it in business. You might as well just go back and get a job. I know that sounds harsh.

It's the truth. You've gotta get past some of these things cuz those people need your help. And if they don't know who you are, they don't know your purpose. They're not gonna go outta their way to try and find you. It's just not how it works. You have to go find them. You have to define who they are.

Define your purpose. Go out. Be the person that can help your people achieve whatever it is they want. Whatever that is, it's your purpose. You have to define it, but that will change your business. That will change your marketing and that will make you fulfilled, not just financially, but also on a very deep level cuz you're doing work that is impactful to you and people around.

And that's what I want everybody to do. I hope this helps you. Hope you have a great weekend. Thanks so much for listening.

Hey, Pete, entrepreneurs. We have big, exciting news, a new program that we just came out with that is our PT Biz part-time to full-time, five day challenge. Over the course of five days, we get you crystal clear on exactly how much money you need to replace by getting you a. Ultra clear on how much you're actually spending.

We get you crystal clear on the number of people you're getting to see, and the average visit rate you're going to need to have in order to replace your income to be able to go full-time. We go through three different strategies that you can take to go from part-time to full-time, and you can pick the one that's the best for you based on your current situation.

Then we share with you the sales and marketing systems that we use within our mastermind that you need to have as well. If you wanna go full-time in your own practice. And then finally we help you create a. Page business plan. That's right. Not these 15 day business plans. You wanna take the Small Business Association, a one day business plan that's gonna help you get very clear on exactly what you need to do and when you're gonna do it.

To take action if you're interested and sign up for this challenge is totally free. Head to physical therapy biz.com/challenge. Get signed up there. Please enjoy. We put a lot of energy into this. It's totally free. It's something I think is gonna help you tremendously, as long as you're willing to do the work.

If you're doing the work and you're. Information put down and getting yourself ready to take action in a very organized way, you will have success, which is what we want. So head to physical therapy biz.com/challenge and get signed up today. 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 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.