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In this episode, Katie digs into the second foundation of the Flywheel Method: the who. She explains why, at the point someone sees your marketing, they don’t yet see you as the expert, they don’t trust you, and they don’t believe you… so if you lead with what you do (physio, Pilates, massage), you’ll blend in with everyone else.

Katie introduces the idea of perception vs reality: what your ideal client thinksthey need to solve their problem versus what you, as the expert, know they actually need. She shares why the “magic” happens in the overlap, where you speak to the conversation in your client’s head while still guiding them towards the right solution and outcome. Using examples like knee pain and pelvic floor dysfunction, she shows how clients aren’t buying sessions or classes, they’re buying their way out of a problem.

She also breaks down how to become the “untouchable expert” by choosing who you want to work with, creating a clear method or process that makes you the supply to the demand, and building a market of one. Finally, Katie challenges pay-as-you-go pricing models, explaining how programmes and better conditions for delivery create better client outcomes, reduce churn, and allow you to charge based on the value and transformation you deliver.

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