Don’t Chase Money, Increase Your Influence Instead

Oftentimes it’s the small changes that lead to the greatest rewards in business. October is here and as fall begins, people become more emotional. They long for true stories–authentic and inspirational, real, genuine.

Don’t chase after money.

It sets the wrong tone. It’s the wrong mindset to have.

Meaning, don’t aggressively feature or highlight your product, service or solution in your marketing and advertisements. Don’t push it too hard right now. Tone it down.


Be more personable, transparent and genuine.

Strive to increase your influence.

Here are some quick tips on how to do that:

(1) Be more personable.

Share stories about yourself. I know you don’t like that (neither do I). But it’s important to allow people to get to know you today. Share why you went into therapy. Share what makes YOU, you. What influenced you? What struggles? Were there any challenges, any triumphs? These are the things that make you unique from all other therapists. Everyone has a story. What is yours? This is what people want right now. Share it in an email, blog post (then email a link to everyone), Fb post, mailer, newspaper ad, landing page, optin page, whatever you are doing, share it there.

(2) Make yourself more unique.

Why do you approach treating the way you do? What influenced you? What do you believe? Why? Share it.

(3) Demonstrate your deep understanding of patients.

Share the typical things people have tried (for a particular condition) but failed. Why do these things fail? Share a true story of a patient trying it but failed. Or share a story of a patient success story but more from what they went through and had to overcome. Make it more emotional and triumphant.

For example…

Here are some ways you can start it to be more emotional, genuine and captivating where people will want to connect with you…AND increase your influence:

“I’m not used to sharing personal things about myself but I would like to ______…” or use something like mine,

“I’d like to share how a poor minority asian boy from the projects of Minneapolis grew up to become a leading physical therapist.”

If it’s an ad campaign, opt-in form, or landing page, try this:

“How Shoulder Pain Nearly Ruined My Marriage” (a real patient’s story)

“She Couldn’t Walk, But Now She’s Running Towards a Better Life” (a real patient’s story)

Be humble.

Be grateful.

Be real.

Thank your clients.

Talk as if you are talking to a friend.

You can still offer what you are offering, just don’t make it the center or the feature. Instead highlight the true story, the challenge, the triumph, the emotion, the real life…

And you will gain much more influence and success.

To learn more about “Influence-Based Marketing” and how it rapidly grows businesses, click here.

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James Ko

I believe... "It's not the strongest practices that survive and grow, nor the most intelligent, but the ones most adaptable to change." I'm a physical therapist, private practice owner, and founder of IndeFree Association. I like reading James Patterson, Nicholas Sparks, enjoy golfing and playing guitar. I love playing with Mac and Cozy! For over 15 years, I've helped thousands of practices grow and succeed. This is my dedication.

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