Treat Your Business

125 Niche Down, Stand Out, and Stay Top of Mind with Ad from Test Tube Marketing

• Katie Bell / Ad - Test Tube Marketing • Season 1 • Episode 125

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Welcome
Have I got a treat for you today? This week on the Treat Your Business Podcast, I’m joined by the brilliant Ad from Test Tube Marketing. If you’ve ever felt like your marketing isn’t working or you’re unsure where to focus, this episode is packed with actionable strategies to help you attract more clients and grow your clinic.

Episode Summary
Ad and I dive into the biggest marketing mistakes clinic owners make and how you can fix them by narrowing your focus and staying consistent. We talk about why trying to be everything to everyone is holding your business back and how getting specific can actually broaden your appeal.

Ad shares his mantra: “Strategy is the art of sacrifice.” You’ll learn how to:
✨ Get hyper-specific to connect with your ideal clients.
✨ Build an email list and why it’s your secret weapon for long-term success.
✨ Stay consistent with your messaging to keep your clinic top of mind.

This episode will help you shift your mindset around marketing and give you practical steps to take your clinic’s marketing to the next level.

Key Takeaways
💡 Niching down doesn’t limit your audience—it broadens your appeal.
💡 Consistency is key! Show up regularly to stay in your clients’ focus.
💡 Build and nurture your email list—it’s 5x more effective than social media.
💡 Focus on solving specific problems your clients are experiencing.

Resources & Links
✨ Visit Test Tube Marketing on Instagram for free resources and tips.

Ready to transform your clinic marketing?
🎧 Tune in now and let me know your biggest takeaway from this episode! Don’t forget to share it with your fellow clinic owners who could use a marketing boost.

Sponsored by Nookal
This episode is proudly sponsored by Nookal, the leading practice management software designed to streamline operations and empower Allied Health clinics. Visit

Treat Your Business podcast is proudly sponsored by MBST, the groundbreaking technology revolutionising recovery and rehabilitation. Offering a non-invasive, drug-free solution for musculoskeletal conditions and nerve injuries, MBST works at a cellular level to stimulate regeneration. Expand your services and deliver long-term patient improvements without increasing your workload.

Learn more at mbstmedical.co.uk. 

https://www.eventbrite.co.uk/e/smart-investments-when-and-how-to-buy-equipment-for-maximum-profit-tickets-1328729809629?aff=oddtdtcreator 

Katie Bell: [00:00:00] Have I got a treat for you today? I'm very excited to bring a guest onto the podcast this week. It was here to talk about marketing. Always, what people tell me their biggest challenge is because they're either not doing any of it or what they are doing. They're not sure. If it's working, if it's the right thing they should be focusing on.

Ad is here from Test Tube Marketing. They are our marketing company in Thrive. I've known Ad for many years. He is fabulous and he has fish who works for him as well. Formerly known as Big Fish 'cause he's absolutely humongous. But big fish and Ad and Grace behind the scenes who just keeps them in check, run a amazing marketing agency.

And they have really helped us in terms of our strategy and our bigger picture planning and making sure that we are, being strategic and focused and really honing in to, to the problems that we can solve in our industry. So. Ads is here. There are some really juicy takeaways.

And what is [00:01:00] great is that me and Ad talk exactly the same language, and that's reassuring because you know some people in the marketing world, will disagree with how we say things and how we do things, and that's good. 'cause not every way suits everybody but me and Ad are very much on the same page.

We talk the same language, and I think you're gonna get huge value from this episode. So without further ado, let's introduce Ad and dive in.

Welcome to the Treat Your Business Podcast with Katie Bell. I'm Katie, and this is the place where clinic owners like you learn the strategies, tools, and mindset shifts needed to transform your clinic into a thriving business. One that gives you more time, more money, and more freedom. Born from a passion to challenge the idea that average is normal.

We empower clinic owners to create extraordinary businesses, incomes, and lives through our world class coaching programs. We help you step out of overwhelm and into confidence, turning your clinic into a business that fuels your [00:02:00] lifestyle, not drain it, it. So are you ready? Let's dive in. I'm delighted to tell you this episode of The Treat Your Business podcast is proudly brought to you by New, the leading practice management software designed to streamline operations and empower every Allied Health clinic.

Their platform seamlessly handles every aspect of your clinic. From scheduling and clinical note taking to invoicing and reporting, their innovative solution will help streamline your clinic and free up your valuable time, allowing you to focus on delivering better patient care and growing your business.

So if you are tired of juggling multiple systems and wasting precious hours on administrative tasks, then experience the innovation of CLE and discover how it can improve the efficiency and profitability of your practice. Visit cle.com today to learn more about how their automated features and user friendly interface can revolutionize the way you manage your practice.[00:03:00]

Unlock the full potential of your clinic with new the practice management software that puts you in control of your time. Now, let's get back to business.

 . Hello Ad. Hello. Welcome to the Treat Your Business podcast. Thank you for being here. 

Adam: I'm honored. To be honest. 

Katie Bell: Thank you. Thank you. Ad I have dragged you here.

No you were more than happy to come. I've dragged you here because we work together. Don't we. You do all of our marketing stuff within Thrive and we've known each other for a while and started this relationship in January where you've been working very strategically.

With us on our marketing plan, the bigger picture, and then how everything else aligns with that. And so I just, everything that you say I think offers such high value and I really wanted to be able to pass that on to some of our listeners. 'cause I quote you all the time, believe it or not, you are famous in our world, so I know.

[00:04:00] And one of the biggest challenges I think our clinic and our industry has is. We often feel like we have to be everything to everybody. So let's say that we are physios or osteopaths we can treat the neck, the shoulder, the knee, the back, the foot, we could treat it all, but that in terms of when we then start to market ourselves, tends to run us into a bit of a corner, because we just think if we list all the things that we do, we will possibly attract a bigger pool of people and therefore our marketing will work more effectively.

But in fact, that's often the exact opposite to what we should be doing, isn't it? 

Adam: Yeah, I think there's a couple of misconceptions actually. I think there's the the misconception that if I focus too much on one particular audience or issue, I'm gonna miss out on loads of people.  

And also the other misconception is, is if I. do focus [00:05:00] on this one ailment or issue in this world. Like Say if it was back pain, for example that then I can't talk about anything else. And I think one of the biggest mistakes people make is they don't want to, they don't want to reduce the size of their audience. And so they end up talking about everything.

At the same time. And something that I always say is that you need to narrow the focus to broaden the appeal. What most people do is they broaden their focus and actually it just narrows the appeal because it doesn't really speak to anyone individually. And so I always advise in most businesses that we work with, to just get hyper specific on the audience that you wanna speak to on a particular pain point.

Yeah. Or problem that you can resolve. That doesn't mean that you can't then speak to the other issues. So I'm actually I've [00:06:00] been a serial patient over the years following a fight with a car when I was younger, and so I understand the osteos, physios, that sort of stuff. They help your entire body.  

What I think is super valuable in this world is to be able to talk specifically to someone with back pain, for example. Because the problems that someone experiences with back pain are not the same problems that someone experiences with tennis elbow or they need knee surgery or whatever it may be.

And the better you can articulate the problems and the experiences that someone's going. The more conviction they have in your ability to solve them. 

Katie Bell: And does that mean then that if I'm a physio clinic, that could solve somebody's back problem? Somebody who's got tennis, cell elbow, somebody who's got a rotator cuff issue.

Does that mean then I almost need to map out over the year different. Pain points that we want to [00:07:00] market and we wanna speak to, but we could do, like in January, it could be the month that we're really focusing on back pain, for example. So everything's talking about that. And then we move to, in March, we're talking about tennis as people start playing tennis and golf again.

Is that what you mean? So we can talk about it all, but not all at the same time. 

Adam: Yeah, exactly. I think and I know that you quote me on saying this, but strategy is the art of sacrifice. Like any good strategy in anything requires you to sacrifice things. So if you want to get healthy and fit and lose weight, guess what?

You're gonna have to sacrifice the chocolate and the crisps and the biscuits. I'm talking to myself here 'cause the, I love red wine. There has to be sacrifices if you want to get the result. And so for a period of time, especially if we're talking about businesses that are. Not multi seven figure businesses or multi six figure businesses, like doing what you suggested absolutely makes sense to [00:08:00] go, right?

Let's have a focused time where we are only gonna talk about this one particular thing. When the business gets big, bigger, you still do that really focused messaging and marketing, but you can actually do it. Individually, separately, but at the same time. Yeah. So you're not putting a mixed message out there.

You're putting a very clear, this is a back talking to someone with back pain message. But if you've got the budget and you're the size of business that can run advertising alongside it for knees and elbows, great. But what you should never do regardless of size, is go, Hey, if you've got a back issue, knee issue da, and say all in one go.

And so I think what you said makes absolute. Sense that you could almost map out a well, let's go month one is this, or as you've said, which is a great idea, anything seasonal, like the golf season starts again in April, pretty much. So it's back issues. You can talk to golfers or whatever it may be.

And here's the thing, [00:09:00] it might be the. You go I'm gonna talk about backs. Then in May I'm gonna talk about knees and then elbows, or whatever it may be. It might be that the back stuff goes so well that you get so busy, why bother with everything else like you like and this is the thing when you start to.

Market a particular thing that you solve, suddenly people start talking about you. Oh, you've got a back issue. You need to go and see Katie, yes, she specialises in backs. 

Katie Bell: And that's the power, isn't it? That I think we, we miss often when we try and be everything to everybody, and therefore nothing to nobody.

If we've got we've spoke a lot about MSK, which is the back pain, the knee pain. But if we've got lots of children's physios that listen to this, we've got lots of neuro physios. So what I see often is that, let's say the neuro physio, they can treat people who've had a stroke, who've had, who've got Parkinson's, who've got ms, who've got [00:10:00] MD who've got dizziness, vestibular problems.

Their marketing is so confused because they're trying to talk to all of those patients. And when I look at it and look at like for example, a stroke patient, I almost think you've also got two categories there. You've got the patient that's very acute, that's just had a stroke and is in huge need of very intensive rehab.

And you've got a patient that may have had a stroke two years ago and feel like there's nothing else that they can ever do. Yeah. And so they've got different problems and conversations in their own head so we can, would you be advising Ad to like niche as far as that when we're putting communication out there?

Adam: Yeah, I think so. Also in that respect, like you need to think about who you're marketing to because if you've got someone that's just gone through this and they're in all sorts of bother, they're not gonna be looking on their phone and stuff like that, and. Really poorly. And so you're like, you need to be thinking [00:11:00] who's the person that's gonna be encouraging this to happen?

Who's the family member or whatever. 

Katie Bell: Yeah. So you need 

Adam: to think about who you're putting it in front of. But definitely being able to speak to those two different things. 'cause it's a niche within a niche and I've said it before the narrower the focus, the broader the appeal.

 Like I said, people assume that they're gonna miss out on people if they don't say everything that I do. But if they just chose one particular thing, like how many thousands of people out there have that issue? If you just got even 1% of that market 

Katie Bell: Yeah, 

Adam: you would be probably too busy anyway.

Katie Bell: Yeah. 

Adam: And so I think the more you can do that. The more impactful your marketing is gonna be because it's like the number one rule of marketing or the first rule of marketing is just to get attention. And if you are not, if you're not hyper specific, then people are just gonna ignore it.

Katie Bell: And [00:12:00] that's interesting. 'cause I think we have two distinct, do we have two distinct camps here? Gonna be people listening to the Ads that just rely on word of mouth. And don't do any marketing and you know who you are who are listening to this. ANd that's okay. At a certain size of business.

I say, okay, it's okay, but it's not a resilient, sustainable business model. If you wanna grow, you are going to have to learn how to do impactful marketing in your business. And then we've got the camp where they're doing marketing, but they're doing like a bit of social media posting. You might send the odd newsletter out to the email list when they remember.

They might do a workshop here and there, but nothing is consistent. And so what's your advice add for those people who are feeling like they're doing a lot, but don't really know what's working and what they should keep doing? 

Adam: Yeah, I think it's worth saying that [00:13:00] niching or specialising or focusing in on a market is a marketing tactic, not a life sentence.

So not feeling like. If I make this decision now, I'm stuck doing this forever. So I think like in the situation that you just described is there's no focus there. 

Katie Bell: And 

Adam: so if you can just commit to one thing and know that it's not forever, it might work, it might not. 

Katie Bell: Yeah. But

Adam: then just commit to that being your message that you're putting out there and just get a bit of consistency.

If you do stuff on social media then just make it. More about one thing. 'cause it actually makes it easier to be consistent when you are talking about one thing. 

Katie Bell: Absolutely. 

Adam: And like for me, my advice always is I don't really dare them blanket advice other than one thing. And for me it's building an email list and being able to communicate with those people via email.

'cause email is far more effective than social [00:14:00] media or client acquisition. Like it's five x, it's more Im more impactful from that's not just data that's out there from tests that we've run. The email is more powerful. So I'd always advise people to build an email list and then just remain consistent.

Just once a week, stay in touch with them and be personable. Not every week you're just sending a message trying to sell them something. 

Katie Bell: Shall we tell the story out of of when? 'cause you write a lot of my emails now. Do you remember me telling, I must have told you a story about something that had gone on at home with my husband about the hedge, remember hedge gate?

Oh  

Yeah. And you wrote the email with the story on, and narrated it perfectly. And I didn't realise, or we didn't realise, did we, that my husband is on our email list for whatever reason. I've no idea. And I just got this screenshot of the email that you sent out about Hedge Gate and it was, what was the title?

It was [00:15:00] something funny, wasn't it? I can't remember now. I can't 

Adam: remember what the title was. But here's the thing. I think that's a great example. I think the reason that people get inconsistent, like the scenario that you described earlier is because they're trying too hard to think of content or information to put out there.

Katie Bell: Yeah. 

Adam: And I think in the world that we're in now with AI anyone can put information out there. I don't know anything other than my own personal experience with physios and all that sort of stuff about the medical side of the industry. I could send as much information out as anyone else because I could use chat. GPT. Yeah. The the value these days in communication and content isn't in information, it's in connection and it's anecdotes and stories about your husband destroying the hedge or whatever it was. It's Matt, isn't it? 

Katie Bell: Yeah. 

Adam: Or the the dog that cut his poor when Yeah. Drop the gin and tonic, it's things like that [00:16:00] people can connect with and then you can use that.

Just to build relationships and just stay in people's focus because some interesting data for, you've probably heard me say it anyway certainly for the listeners that when someone inquires about a product or service, 53% of people that inquire about something go on to buy that thing.

So that's 53% of the inquiries go on to buy that thing in the next 18 months. Wow. And not necessarily from the person they inquired about originally or inquired from. And only 15% of those total buyers buying the first 30 days. Wow. So that means 85% of your sales come from month two to month 18. And so you just staying in people's focus means that when the time is right, which for 53% of those people it will be [00:17:00] right.

At some point they think of you like we send out a weekly email fish, and I fish my business partner in the agency. And we do it religiously. 

Katie Bell: Yeah. 

Adam: And we have people that have been on our email list. We had a consult two weeks ago from guys that flew over from Ireland. They've just signed up as a client this week who had been on the email list reading the emails of Fishes for five years.

Five years. And now. Some and obviously that's longer than 18 months now, because they'd sold a business, then they bought back portion of the business and now they wanted to work on their marketing. They were like, we need to sort our marketing out. Oh, we get those emails all the time. Let's get in touch with them.

Didn't even know they existed until they reached out's. Amazing. I think one of the big mistakes I think people make is they're going [00:18:00] I'm only gonna. Put stuff out. If I can see, I'm gonna get stuff back straight away. And that's not the right mindset to do it. You just wanna be out there and salience is the key.

Just being noticeable. 

Katie Bell: Yeah. 

Adam: We've had referrals from people that aren't even working with us, so they must have been talking down the pub or something. And someone's a business owner and gone. Yeah, I'm struggling with marketing. They've gone, I get marketing emails from these pair of idiots. And they've reached out and they don't even work with us, the referral.

And that's just from remaining in people's focus. So just being that alone. 

Katie Bell: Yeah. And I think that, when people say what makes a business successful if you were, if we were being interviewed by Steven Bartlet when we're rich and famous, obviously we both will be, and he, they ask him big questions, don't they?

I was listening to him on Nick James's podcast this morning, actually. And he always asks these big questions to Steven Bartlet. Steven Bartlett always comes out with these amazing answers that I think, oh my God, where's he just pluck [00:19:00] that from? But one of the things I always say is, how do people like be a success?

How do we get to building our business at the speed and at the level we've done? And I always say it's consistency. It's that when I set up my clinic, I was consistently in everybody's face all the time until we started to get traction. And then I continued to remain consistent in different ways, but I was at everything.

We had a wrapped car driving around Sheffield that was bright pink. We were at, we ran our own race in the park. We had. Everything was all about us because we were going into a market that was, I think saturated is the wrong word, but very established big clinics in the city and how was that gonna stand out, but we were everywhere and we were consistently everywhere and nurturing our email list from day one. And that's what brings the majority of our clients through the door now. 

Adam: Yeah, exactly. It's because you are noticeable. 

Katie Bell: [00:20:00] Yeah. 

Adam: And that's it. Consistency is the absolute key. It's if you see anyone, like the easiest example is people that are in incredible shape, like 

Katie Bell: obviously like 

Adam: me, but like they've only got that way 'cause they've been doing the same stuff for years.

But what most people want is going can you tell me how to get like that in three weeks? And then you go I can tell you what you need to do as a habit for three weeks, and then you need to carry on doing it for three years. But three weeks they go in, I don't look like you, this doesn't work.

I'm off. I'm doing something else. Yeah. And that, that's the hardest thing. It's like committing to doing stuff, knowing that in the future you're gonna see the results, but you're not gonna see it in the short term. Yeah. Necessarily. And that's the bit that needs to sit alongside your other marketing.

Just showing up, being [00:21:00] consistent in people's inboxes or 

Katie Bell: because we are an instant gratification sort of society, aren't we think I'm gonna put a thousand quid into Google ads and I want this amount of patients. That might bring you that short term. But with your email list, with your, with the workshops, the events, the connection, the community stuff that you do, you won't always see that immediate.

Return like a Google ad might bring you. 

Adam: Yeah. One, one of my favorite sayings, and this isn't mine, but you can copy it and say it's mine, is what you measure doesn't always matter. And what matters can't always be measured. 

Katie Bell: So tell me that again. What you, 

Adam: so what you measure doesn't always matter.

Katie Bell: Yeah. 

Adam: Measure so many things in marketing and business. 

Katie Bell: Yeah. 

Adam: Actually it doesn't matter. But what matters can't always be measured. There's stuff that happens, like my emails that I send out regularly. If you went right, I want you to tell me the ROI for each email. I couldn't tell you [00:22:00] no 'cause like I can't measure it, but it matters.

There's not like a clickable link in every email saying, do this thing. Therefore I can go here's the return on investment from every email. 

Katie Bell: Yeah.

Adam: Wrong with marketing is the obsession to measure everything. I think you've got to measure stuff, don't get me wrong. Absolutely. You need to measure certain things to be able to optimize it. But I've worked with a company before, before I set my own agency where they only were comfortable doing things.

If you could measure a return. Therefore you miss out on the stuff that you can't measure. Its impact. 

Katie Bell: Yeah. And I think when, when I look at my clinic, we do a lot of stuff that, that can't be measured. Like for example, we do. Member of the year. So we all, the instructors nominate from their classes and we've got, 300 odd people doing classes with us a week.

So we pick out these 10 people or 11 people, and then we have a winner and [00:23:00] they get a big gift. And it's a big thing that's. That's showcased in the clinic. We celebrate people's birthdays. If they come for physio on the birthday, they've got a gift and a card waiting for them. If they, we know it's the 50th or the 40th or the kids pass something, we send them flowers or we do.

And it's all of those things you cannot possibly ever measure, but it matters hugely. And it's that, that for me. Marketing is happening in your clinic all the time. So when people say, oh, I don't really do any marketing, you do because you run into business. And just in that fact of the stuff that you're doing in your clinic, recommending referrals, talking about your other services, recognising you members of the month, that's all marketing in a sense, isn't it?

Of 

Adam: course, it's, yeah. 

Katie Bell: And it's not measurable. 

Adam: Yeah. And a perfect example of stuff that people measure that doesn't matter is like my social media following. Like great, it's a vanity metric. Like it matters when it gets to a certain scale, I can [00:24:00] point to people that have got a tiny social media following that have got much better businesses than people with huge social media followings.

Katie Bell: Yeah. Yeah, and I guess it's the, we could focus on like our podcast downloads and I always think what's the, and I'm sure I've said this to you ads as well, and to Joe who produces our podcast what's a good number? What shall I be aiming for? And you both are like, how long's a piece of string, Katie?

Because ultimately that number doesn't really matter. It matters to a point. If you're only getting one person listening to it, then you are obviously not gonna have visibility. But we have a really high listen rate in terms of people listen to the whole episode. And we have a huge amount of people contact us as a result of listening to the podcast.

So the actual volume of downloads isn't always the most important. Measurable, is it? 

Adam: Yeah. And you can't actually measure the effectiveness of the podcast. You just trust that. Going out there, [00:25:00] showcasing your expertise, talking about a subject that you know your people want to talk about will get you business.

Katie Bell: Yeah. 

Adam: It's very hard. Unless they go, I've specifically joined Thrive because of your podcast. There'll be people that have joined Thrive because they've been listening to your podcast that you don't even know. That's the reason. 

Katie Bell: Yeah. And Stephen Bartlett said this morning that he, his, the measure that he looks at on his.

Podcast. Podcast Downloads is the number of listens from a, from WhatsApp. How he tracks that, I have no idea. But basically he was saying that was it Mo Cord was his favorite Mo 

Adam: gal. Yeah. What, how, what, how, what's his name? Mo Gal. 

Katie Bell: Mo Gal. That's right. That was his favorite ever episode that he did. 

Adam: Have you listen to that one?

Katie Bell: No, I haven't. It's, I'm gonna, I'm driving this afternoon. I'm gonna listen to it. 

Adam: Episode 1 0 1 

Katie Bell: 0 1. Yeah. The happiness episode. He was saying that didn't have the most downloads or whatever [00:26:00] the, whatever it was the most, it was the episode that was sent to most people via WhatsApp.

So he said, so what that means is that I've sent it to you, Ad. 'cause I'm like, this is mega, you've gotta listen to this. And there's something like 150. 150 group limit on whatsapp was like. So the max that I would've probably sent is 150 people it, but I probably only sent it to one. He was like, and that's how he measures how effective that podcast had been.

Adam: Yeah, interesting. I did share that with a couple of people that episode actually. 

Katie Bell: Yeah, 

Adam: because WhatsApp. 

Katie Bell: Yeah. So that's really interesting. So what I'm hearing here, summarize this for.

The more niche you can be, the more focused you can be. It actually broadens your appeal. So we can talk about everything that you possibly can treat. We can't talk about it all at once. 

Adam: Yeah. That's the thing. Like just a perfect example of this, that I've [00:27:00] just got back from staying with my dad for 10 days.

He's had problems with his back. I see an ad that talks about your back hurts and or you might have a bit of knee pain and you're limping a little bit and your neck's a bit stiff, versus you are, you're comfortable when you're sat in the chair. The second you go to get up, you get a shooting pain down your leg, and then you're hunched over whilst you're walking over a stick.

I'm going, this is the person for me. And that's the thing that your marketing needs to do. It needs to talk to one person. Any, it has to just be talking to one person and you get really super specific on their pains and their problems. Something that I know you're gonna mention, the like the Instagram of, I'm pretty sure there's on there.

A downloadable thing, which is ignore the fact that it's 17 point sales page checklist, but there's [00:28:00] things on there that you need to consider and like the person, the pain, the problems, like who you're trying to repel. That would be really useful just to get that clarity. 

Katie Bell: Yeah. 

Adam: Is that clarity of solving someone's pain and it's literal, for most of your guys, it's literal pain, whereas a lot of the time we're solving like.

Perceived pain with businesses and stuff, but the more that people can focus on that and be consistent talking about it, the better results they'll get, I believe. Yeah. 

Katie Bell: Yeah. Okay. So really narrow niche, be specific, talk to that one person. The second thing I think we said was that we actually need to be consistent with our approach.

So it might be that you start talking about backs and back pain. And you end up being busy enough and you don't actually need to focus on, so it's choosing that thing that A, you are really passionate about, that the and that you love to treat and that you really want to be known as the expert in and owning that rather than [00:29:00] trying to be the jack of all trades.

Adam: Yeah, exactly. Who, and I'm sure someone will challenge me on this, who makes the most amount of money and is the most sought after a. A general practitioner or a specialist, like you don't, if you've got, if you've got a back problem or a, like I've recently had wrist injury. I went and saw someone that specialises in operating on wrists.

They could probably operate on lots of different parts of the body. Yeah. But they're much more valuable because they specialise. And I think if your people just became the, because I know it's probably a lot of it is localised in an area, it's not gonna be global or fully all across the country.

If you went, I'm gonna become the knee specialist in the area, like that gets out. Yeah. People talk about it. 

Katie Bell: Yeah. 

Adam: They just, if you just took, set a goal to become a specialist. [00:30:00] Then once you are that specialist, you can branch out if you want to. You might not ever need to. 

Katie Bell: So true. So true. And then we talked about really to gain attention of your clients.

It's being able to talk to the conversation that they've got going on in their head, the pain points. The worries, the concerns, the anxieties, the things they can't do. Like your dad, you repeated those pain points 'cause you were literally there. You could see him, I could see it in your eyes. Like I could see him sat in a chair soon as he moves sharp.

Shooting pain down his leg. Yeah. Punched over a stick trying to get to the bathroom. Exactly. If you resonated with that because you were the carer. There that was having to witness all of that. But equally, if your dad saw that, he would resonate with that and think, this is who I need to speak to.

This is who I need to work with. 

Adam: Oh, a hundred percent. And the more you understand, the more you niche, the easier this job becomes. Because then it's just I'm just solving that one [00:31:00] particular pain or problem that someone's got. Because people's attention spans these days are so small and there's so much noise going on.

If you're not specific, then you just. Not even seen. 

Katie Bell: Yeah. And then the final thing I think that I took from this was about building your email list from day one. Yeah. And the be the beauty of it for physios, they give you a bloom, an email to book in anyway, so use it and nurture them. 

Adam: Oh, a hundred percent.

And I think to add to that is the stat that I shared around the inquiry versus when people actually buy. And that's why you need to buy, get, have an email list so that when it is the right time, 'cause for 85% of the buyers in the first 30 days isn't the right time. 

Katie Bell: Yeah. That 

Adam: when it is the right time, they only think of you otherwise.

And I've said this to someone the other day a call [00:32:00] out yesterday. They're generating leads. They've got no follow up at all. Big business. And I'm, and they're going we're quite happy actually not doing any follow up or any nurture and stuff. I'm like, cool. So basically your marketing for someone else, your ad, you are paying for someone else's marketing because they're gonna buy it at some point, 53% of them and not from you.

So we're just pissing away money. 

Katie Bell: Yeah. 

Adam: For someone else. Thanks. 

Katie Bell: Wow. So the follow up is as important as the initial marketing campaign. You need to have a system in place that nurtures, follows up those people that have raised their hand, but it might not be right now that they take the action. 

Adam: Yeah. For most people it won't be right now.

And as the only caveat to that is the level of. If you need a plumber, like you need a plumber now. Yeah, having it in 18 months when your house is already flooded is no good. So it, and there, [00:33:00] there will be people in your audience that have got a very specific actual physical pain that needs to be resolved and then some that don't.

It's just like it would be, yeah, I'm just shopping around kind of thing. It's not 

Katie Bell: because I've been putting up with this for absolutely ages. 

Adam: Yeah. 

Katie Bell: They need to not be convinced, but they need to build that trust factor that like knowing and trust before they can make that decision that yes, this is the right person for me.

Adam: Yeah, exactly. You've gotta demonstrate, you've gotta build the relationship, you've gotta demonstrate that you are trustworthy, you know? And one last thing I think which will really help is no one really cares about you. In terms of if someone lands on your website, I don't care how established you are or how many qualifications you've got, or how good you say you are, I care about me and the better you can speak directly to me and about the situation that I am in, the more I'm gonna trust [00:34:00] you.

Katie Bell: Yeah.

And so when physios and osteos and sports therapies get obsessed about doing another CPD course or another qualification, like there's a, it's hugely important. We've gotta be clinically course excellent, but they think that is going to make them busier and more successful and make more money.

And I often say that won't, 

Adam: no, it won't. Show don't tell. Yeah. Demonstrate your expertise by people sharing their success stories and testimonials with you. And it is not just in your industry, in every industry, and I challenge everyone listening to go and look at a load of websites, most of them.

Start with why I'm so amazing. I've been established since so and and it's like almost about the about me bit is what the first part of the website is, and it's I'm not here for you. I'm here for me. 

Katie Bell: Yeah. And  

I need to connect with that quickly 'cause I'm gonna scroll and click away within about seven seconds, five seconds is it, or whatever it is when you hit the website.

Now, I 

Adam: dunno what, it's these days, but Yeah, obviously you've gotta be credible and you've gotta be [00:35:00] good at what you do. Yeah. But remember that the first reason they're there is because they've got a problem and they're seeing if you can articulate that problem, 'cause then you, they'll believe in you to solve it.

Katie Bell: Yeah, 

Adam: it's all interlinked. 

Katie Bell: It totally is. This has been so helpful. Our listeners are gonna really loved this. So how do they what's the Instagram page they need to go to get this download? 

Adam: It's just test tube marketing on Instagram. Okay. 

Katie Bell: We'll make sure that the, that's linked in the show notes so they can head there and watch YouTube Clowns do this

Adam: followers, which is about 36. We've got seven subscribers on YouTube. YouTube. But we just, what we got great at was doing the email marketing for, you can do anything, but you can't do everything. We started off, we've been doing our emails now for quite some time now. We are moving into the realm of, now let's get some consistency on social media.

If anything First is email. 

Katie Bell: Yeah. 

Adam: For us. 

Katie Bell: Which is great, and you grew your [00:36:00] business to a very great size without having to focus on subscribers, followers, likes, downloads, all of those sorts of things. You didn't need to do it and clinic owners listening to this, please understand that you don't need to do that either.

But you do need to be consistent and narrow down that niche. Thank you for your time. 

Adam: You're welcome.

Katie Bell: Been amazing.   

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