Building your Practice’s Blueprint with Jared Cooper

Building your Practice’s Blueprint with Jared Cooper

{Ray Berardinelli} Good Thursday everyone. 

Welcome to the PT Business Builders show where we believe EMRs suck; that systems and software should actually improve your life and your practice; and the only measure of success is systems that give you the time and financial freedom to enjoy your life and do the things you love. 

Today we have a very special guest, Jared Cooper.

Jared, I was on your podcast, I don't know how long ago it was, I was on his podcast and he had some great stuff, some great content that I thought really, really would benefit everyone in the group.

I wanted to make sure that we got him in here and we finally did that -- more his fault than mine. 

No, I'm kidding. It's definitely my fault. 

I got busy getting the weeds, I guess. I just like throw other people under the bus because nothing's my fault. It's all right.

I actually did a thing not too long ago about owning everything you do wrong. 

{Jared Cooper} What's that actually? 

{Ray Berardinelli} Jared has a bunch of things going on right now. 

Why don't you introduce yourself? Why don't you tell your story, instead of me telling your story.

{Jared Cooper} Primarily my thing is I'm a business owner. I'm a practice owner. 

My clinic is called Moment Physical Therapy in Madison, New Jersey. We've been open for seven years, been doing extremely well. And so that essentially is the brick and mortar side. 

Online, my brand is called Physio Secrets. And a lot of your guys probably have seen my stuff. 

I teach clinical skills. And I teach clinical skills directed at new grads. And the general idea here is that when you graduate from physical therapy school, you know like 100 techniques, right? 

You get into the clinic, and you've got this complex patient sitting in front of you, who isn't in the research, you don't know what to do with them. And you've got 100 tools in your toolbox and you have no idea what to do. 

And as a new grad, we've all faced that. If you're someone that's been out for a while and you take students, your students face that.

You give them the go test. You put a patient in front of me like go. 

And the student just has this look of fear in their face, like, I don't know what to do right now. And then they just start trying shit, right? 

They're just like, “Oh, I'll try this, I'll try this...maybe I'll do PAs…”

There's no like, thought process. Now, we're all taught a lot of skills. And we're taught sort of a thought process, but not really. 

And so when we get out to the clinic, we're confused. We have a big toolbox, but we don't know which tool to use right now, the one that the patient needs right now. 

Most new grads try to resolve this problem by taking what -- continuing education.

{Ray Berardinelli} Right yeah, we all do. 

{Jared Cooper} Now you have 100 techniques, how many can you do at once? 

One. And you have to find out the one technique. 

You take continuing education courses, which number gets bigger? The hundred.

Now you know, 1000 techniques. How many of you do it once? Still one. 

How do you get from knowing 1000 techniques down to the one your patient needs right now?

You need a funnel. You need a logical funnel some way to go from all the stuff that you know in your head down to the one thing your patient needs right now. 

And looking things up on PubMed is not the way to do it. Looking things up on PubMed informs your decision process, but it's not going to do the process for you. 

What I teach is called the physio frameworks. The physio frameworks is the mechanics inside that funnel.

It's the way to figure out how to go from all that stuff that you know, to the one thing your patient needs right now. 

It's a clinical reasoning system. It's what we all wish we had got in school and never gotten in school -- I teach that. 

And I also teach the clinical skills that you then used. The actual tools, how to do manipulation, how to do myofascial release, how to do therapeutic exercise, how to do motor control, all the actual like tools, but I don't like starting with the tools I like starting with the frameworks because the frameworks’ where it's at.

I have a book coming out called The Physio Frameworks. My Facebook group is called “physio secrets” where I share a lot of this content. 

My website is physiosecrets.com, where I have a lot of this content on there. And so my passion is helping young therapists, new grads, and also massage therapists and trainers who also have to use a semblance of reasoning, not necessarily medical reasoning, but they have to still figure out what to do with people. 

And teaching people how to understand the clinical reasoning process in a very simple framework.

And the difference between a, let's say, an algorithm and a framework is a framework is stupid, simple, and nobody can screw it up. And every decision you make uses the same framework and you just use evidence to support those decisions. 

And so that's what I teach. But that's not what I've been doing over the past two months. And everybody can understand why, we've all been twisted up by this whole pandemic. 

I haven't even been able to shoot any physio secrets content because the guy that I had full time working for me and physio secrets, I had to furlough. It's the only full time person I had to furlough with my physio secrets guy, because physio secrets isn't my big moneymaker. It's my second business. 

My first business is brick and mortar. So I had to dedicate myself to the brick and mortar.

Then funny enough, right when I dedicated myself to my brick and mortar business, my clinical practice and making sure that we were able to, like literally, month one March, we did 100% of our business; month two April, we did 95%. This month, we're on track to do 110%. 

{Ray Berardinelli} Awesome. It’s incredible.

{Jared Cooper} In the middle of a pandemic, we're hitting our numbers every single month. I want to share how we're doing that number one.

But I also had to really focus on that because we had to change our schedule up to make the whole thing work. So I'm seeing more patients, so I just have less time. 

But oddly enough, when this whole thing started, a lot of people started asking me for coaching, business coaching, because everybody realized you can't just have one business. 

If you're one business, your brick and mortar business, and all of a sudden some of this comes along and wipes you out. What do you do? 

The idea of having an online business and an offline business is almost like diversifying a portfolio. Whereby if your brick and mortar is not working, you focus on the online. If your online is not working, you have the brick and mortar to fall back on. 

If you have all your eggs in one basket and one thing's not working -- it’s hard.

How do you build an online business unless you have money somewhere else coming in? 

Either it's brick and mortar or you're working, you're actually working as a PT. 

I feel like I've learned a lot over the past couple of months. And I started taking on coaching clients, and I've been doing coaching for years, but all of a sudden, the coaching business just exploded when the pandemic hit. 

And so I've been working with a lot more entrepreneurs, and literally physical therapists and people that are not even in physical therapy, just because I have a background in marketing and sales and strategy, helping them build their online business as well.

I'd love to talk about all of it.

{Ray Berardinelli} Yeah, yeah, yes.

You've said about kind of keeping your schedule. That's something that pretty much everybody in this group is going to want to know. 

How did you pull that off? How do you do that? 

{Jared Cooper} Yeah. All right. First of all, unfortunately, if you didn't get your people converted over to telehealth in the first two weeks, it gets harder and harder every week. 

Because people are in a physical therapy mindset when they're in physical therapy, it's top of mind, they go twice a week, it's part of the regular regimen.

The moment they get out of that regimen, it becomes harder and harder to get them back into the regimen. It's kind of like working out or being on a diet -- anything that you do regularly if you stop for a while, it's hard to get back into it. 

The time to have converted your patience was like week one and two. 

Now anybody who's not converted their patients, the job is going to be much, much, much harder. But let's go back for a second, I’ll tell you quickly how we did in the beginning and what we're doing now.

You have to understand what is the primary concern. The primary concern is safety. It isn't results. 

Like they might have some back pain. But that back pain is nothing compared to death. 

It's like if you watch Governor Cuomo’s thing like that, you know, in New York, where this reporter was pushing him to like, there's protesters outside that want you to open everything, people are saying that they're having poverty, there's an increased risk of domestic abuse all this stuff. 

And Governor Cuomo was like, you know, poverty, bad, not death, like abuse, bad not death, like the alternative to like the things, that you could die. 

So, their primary concern is not their frickin back pain. Their primary concern is, I don't want to get sick and die. 

You have to understand that. 

That's the reason people are afraid to go into your clinic. The very first thing we did was we shot a series of videos of me talking to them on a personal level, our patients, and email those out to our active patient list.

Me saying stuff like, “I want to tell you all the steps that we are currently taking to keep you safe. If you want to come in for therapy.” 

And I talked about how we're doubling up on our sanitization, we're not using any towels, we switched to all paper. We have masks, we have gloves, sanitizer, the cleaning we did, we social distance the whole practice. 

We split the patients up into the first floor and the second floor. Like we literally did everything that we possibly could to comply with everything that needed to be done for social distancing. 

We sent out like an email video of me explaining how we're trying to keep them safe. And if they didn't feel safe, to try a telehealth session. 

Now, I don't believe in explaining things to people, because people don't listen anyway. I think the only way people really get stuff is to experience it.

The next thing that we did was we offered telehealth for free for anybody that gave any resistance whatsoever or question the process. Let's do it for free. 

Your first session is free, your second session is free, it doesn't matter. And people are so apprehensive about giving away stuff for free not realizing that everybody gives away stuff for free. 

Apple gives away stuff for free, right? When you go online you listen to your podcast, it's free. 

Like when you go on Apple Music, it's free. Apple gave away stuff for free. Hulu gives away stuff for free. 

Everybody gives away stuff for free. And yet somehow we're like, “No, I have to get paid for my work.”

Now, in the beginning, if you want them to experience something and believe in it, then just give it to them for free. Then they get the value. 

They're like, “Oh my God, this was actually really helpful.” Way easier to, then say, “Okay, if you found value in this session, let's schedule some follow ups.” 

That's what we did. We just said, “Look, if you have any apprehension about doing telehealth, let me do a free session with you. You have nothing to lose.”

So that's what everybody should be doing right now, if you have any clients that are apprehensive at all about telehealth, and I've done on my own show, I talked about the keys to executing telehealth properly, so people really understand the value of it. 

We won't get into that right now. 

{Ray Berardinelli} The big takeaway to me is lead for free. Give it away for free. 

They're gonna be apprehensive about it. They're not gonna want to convert in the first place, because this is something new, something they don't understand.

You've been putting your hands on me. And now you're trying to tell me, okay, I don't need to put my hands on you. 

Now you're switching so much on them. And then you throw an additional wrench in the works. 

Whenever you say, “Okay, now let's discuss how you're going to pay me for this.”

You just put one more barrier up. Kick that barrier down if you can give it away for free. Let them see the value.

We've discussed this that once they see the value, then you can ask, so you ask them if they've seen the value on what you've done and what you've given them. 

And now all of a sudden that allows you to convert that person. So one of the things that we discussed a little earlier before we came on was, like kind of your emails, and how you basically do this -- you give it away for free, giveaway that content.

How you give it away for free and that email content, can you kind of give them some ideas of how you did that, the things that you gave that allowed you to keep those people and potentially convert new people? 

{Jared Cooper} Sure. After we did that initial free session, at the end of that actual zoom session it's -- “I would love to do a follow up with you if this was valuable.” 

And obviously you have to know how to deliver value in a telehealth session. That's a separate talk.

The next thing we did was for those people that didn't convert and for our past patients, so we've got a big email list of people that we've seen in the past. But what's easier: getting new patients or getting old patients? 

We sent out an email. Now this email instead of going out to our active patients, went out to all of our patients. And this is the series of emails that we sent after that were value driven emails.

It was all about, I would essentially teach something valuable through video, how to do a push up, how to do a step up, just something really simple.

Encourage them to do it with me at home. And then at the end of that finish with…

“If you found value in this video of me teaching you how to do the push up, I'd love to get on a zoom call with you so I can work with you on developing an exercise program so that you can stay fit and healthy while you're home without re injuring yourself in the process. And if you want to do that, click reply to this email.”

Because it came to them in an email with the video. Watch the video, click reply to this email within the email or click the link down below. 

I put the videos on my blog so that all they have to do is just scroll down and they see a little button that says “click here to schedule a consult” or something. 

Those calls to action converted our past patients to returning patients. 

That was huge. 

{Ray Berardinelli} Oh, yeah. Even after this is over. That's your biggest leverage point. 

So 80% of your future business comes from 20% of your past customers. Like just think about that 20% of the people who've already had are responsible for 80% of your future income. 

Everything you bring in is responsible to 20%. If you can move 20% by 2% -- that's a 10%, that's an 8% growth by moving that bar by 2%. 

It doesn't take much to effect a huge change within your practice. 

{Jared Cooper} Absolutely. And the cool part is now with telehealth is that now past patients are referring other people that would normally not see us because they're not geographically located in our area. 

But they're still in Jersey. So we can still see those people, they would normally have just gone to their local PT clinic. 

Now they're not going to the local PT clinic. So they're now looking for the best online option. And so, we have that advantage. 

The next thing that we're doing, the next phase in this process, is we're now going to take the people that have results with telehealth. And if you're doing any telehealth at all you have to be doing this as your next step. 

And we're going to do testimonials. And we're going to take those testimonials. And we're going to use those testimonials to advertise to our past patients as well. 

That's the past patient strategy. 

Then the new patient strategy, talking about recycling content we've talked about. The efficient strategy is you then take the videos that everybody responded to, and you turn them into ads because they're the videos that everybody loved and shared anyway, so then you turn those into ads. 

And then the call to action in the ad is then -- if you found this video helpful and you have an acher or a pain where that you think that you might want to talk about, give us a ring or whatever your call to action is, and we're happy to get on a free call with you and talk about how we might be able to help.

You're using the feedback you're getting from your past patients on the content that you sent them to understand what works and what doesn't to then drive what you're going to do for your advertisements on Facebook or Instagram or whatever your preferred platform is.

{Ray Berardinelli} Right. And I love exactly what you're doing. That repurpose of the content, letting your customer drive what other people are seeing. 

Repurposing the content, this is one of the things like everybody gets so overwhelmed, they see something and they see this is a great idea. And then you get out there and you're like, oh, there's a lot to do here. Right? 

If you can figure out ways that you can pair that information down, reuse that information, different places, you just created double the content with half the work. 

It's going out everywhere and all these different formats. And just like Jared and I were talking before this call. 

He said, “Oh, we're going live on Facebook. I said, “I do my Facebook Lives. I turn those into my podcasts. I then repurpose that live on to the website. I put it everywhere that I can.”

And I told him because I'm lazy -- because we all are.

We all are, we don't want to do extra work. You can do the same thing. Just like my software that's why I built it.

{Jared Cooper} Here's one more piece of this puzzle which is, guess what every gym is struggling with right now? 

Every gym is struggling with the same thing which is getting people.

They've converted everybody that they see online. So now, there's this online stream of traffic that the gym owners are working with. But the gym owners can only produce so much content.

What we've done is we've gone to our gym relationships and said, “Hey, why don't we get together and do a webinar or a workshop for your customers at home. And I'll teach some cool stretching stuff they can do right in the chair at their computer.”

We're starting to do workshops. We just did one with Game Changer fitness, which is a place here in our town where they had like, I think like 50 or 60 people on the call. And after that, I did a workshop on literally stretches you can do in your chair without getting up.

And it was great. It was fantastic. And I made a cheat sheet of all the stretches that I asked if I could email it, guess what was on the bottom of the cheat sheet. 

You need some help give us a call. We sent that out and when he sent out the video to the people that didn't go live, he also sent the cheat sheet to everybody. 

You should still leverage your existing relationships, because they're people, the other companies are having the same struggles that we are. And you just figure out a way to provide value to their customers. 

{Ray Berardinelli} Correct. And then then you can even repurpose some of the videos. You can use those on Facebook.

{Jared Cooper} We took the video that we did and where do you think we sent it? To our past patients. 

{Ray Berardinelli} That's right. And it's Brad was talking about. 

Brad was on here and he was talking about the omnipresence. You're doing the same thing. It's it's amazing how like, all the same principles, all are there. 

For everything you want to be everywhere, you want to be everywhere your customer or potential customer looks. You want to be there. 

You want to have people talking to them, telling them, “Hey, this is the place you want to go.”

You want to have your content out there, no matter. Maybe I don't read email. Maybe your email doesn't do any good. 

Let's put it on Facebook, maybe on Facebook, or maybe vice versa. 

I'm not on Facebook, but I get emails so you're just diversifying, making sure that you're hitting everybody. And I'll never forget this, this is one of the turning points for me, copywriter told me this I'll never forget. 

He said, “You pay me a lot of money…”  because I was paying him to do copyright work. He said, “You pay me a lot of money to write this for you. But the truth of the matter is, nobody reads 1 to 10 percent of this.”

He's like, they read the first paragraph and you're lucky to have 10-15% read it. He's like, that's not always gonna work. 

Because I was worried about taking the articles that he and I were working on and putting these things together and going through. I’m like this is so much work. 

How am I going to do it here, here, here, here and here. And he's like, you're not. 

You're gonna do this once, it's gonna go everywhere. He's like, nobody's reading it anyway.

All this money and nobody's read it.

{Jared Cooper} Yeah, for people that are apprehensive about producing content, it's true. 

You just make it once and then repurpose it everywhere you possibly can. Just because you don't know where people are gonna get it. 

And I think the emphasis away from therapy and into health is key. We're doing a lot more on the fitness side, getting healthy staying fit, not fix your shit, because people don't care unless their pain is really bad. 

People are health minded right now. Not pain minded. They're very concerned about their health.

Am I gonna get sick?  That's their biggest concern. So don't push pain reduction.

Because that's not top of mind. If I got a little shoulder pain and it nags me when I play basketball, who gives a crap, no one's playing basketball, so don't push pain. 

It's about stay healthy. Here's how you stay healthy. And by the way, stretching is part of that, self-myofascial release may be part of that. Doing your rotator cuff work may be part of that. 

The messaging is key. It's always about what's their pain point? What's their struggle? 

And you can't just use the strategy that worked when they're top of mind was I can't dunk or the top of mine was I can't swing the golf club. 

That's not what they're struggling with right now, they're struggling with I'm bored. I need to be entertained. I need to stay healthy and I don't know what to do -- that's their biggest struggle. 

And so give them that. And guess what, you'll help their shoulder along the way, but don't talk about their shoulder pain, because that isn't what they care about right now. 

I mean, some people do even though there's a guy that we're working with that literally threw his back out so bad. He was on an IV drip of corticosteroid in the hospital, who goes to the hospital right now for a back pain. That's how much pain he was in.

For him, he needs it. He's a firefighter, he needs a back program -- I get it. 

But a lot of the other patients, you know, I was working with a Medicare patient the other day. We're working on balance and strength and this and the other and he goes, Doc this guy's a physician, by the way, and he called he says to me, and he's in a home right now. 

So they didn't let him out of his room for a long time because I tried to walk across the campus the other day, I couldn't make it across. I was huffing and puffing. 

This guy's biggest problem isn't even his balance but his condition. I literally pulled up on YouTube, a fitness for seniors video of this chick doing like fitness for senior stuff, and I did it with him. 

And I was like, Look, do this. I'm gonna do it with you so I can correct your form. I had him hold dowels so he doesn't fall. 

And I said do this every single day. Let's check back in a week. Let's see how you do. 

It was way less about me treating what I think he needed, and more about me understanding during this terrible time.

What does he really need? And speaking to that is really key. 

{Ray Berardinelli} Let me apologize to everybody that was on here. I was like, looking at my phone for us. And I'm like, man, nobody's getting on today. 

I don't know what the heck's going on my phone froze. I look now there's like a gazillion comments. 

I'm sorry to everybody. I don't know who's here now. And who's not here because I totally dropped the ball, it froze. 

I'm like, and I looked at him like, Oh, no, there's people asking, saying hey, saying what's up.

You know, there's so many people here and say hello to anybody because I don't think anybody was on so I'm sorry to all of you but thanks for stopping by. 

{Jared Cooper} And I see my belated Facebook “Hello.” 

{Ray Berardinelli} And most of them are probably already gotten you how that works. Same thing. The content guy 10%. 

Ten percent  of the people they'll be here for two to  three minutes and they're long gone. 

{Jared Cooper} They're gonna miss good stuff -- really good stuff.

{Ray Berardinelli} That's all right. I'm gonna repurpose it everywhere. I'll email it to them. 

It'll be on my podcast, you get it somewhere. 

I know that you're helping people to build online businesses. We kind of dove deep into the weeds on what you're doing, on how you're getting patients which is very important.

But there are a lot of people that are now trying to work on something else, something additional, they realized because of what the mess we're in, that they need another source of income.

And they've used this time to dial in on creating that source of income. 

You help people do that. That was one of the main reasons I really wanted to have you on, was you help people when they're trying to build an online business. 

Would you mind sharing with the group just some this trip, tricks, strategies, things that you use to get started? 

{Jared Cooper} Sure. My brand is Physio Secrets. And I sell essentially, content around clinical practice. 

The primary course that I'm making most of my money from online right now is actually a mile myofascial cupping course that I sell to massage therapists, not even physical therapists. 

So I don't have a massage following. My Physio Secrets company, like my group, I do now. Like I have massage therapists now who follow me but only because they found me through my cupping ads, not because I was talking to them originally.

I primarily sell a course to massage therapists to learn how to do cupping with their clients. This is a business that I had to start from scratch because I had no cupping customers. that business is doing well enough to pay my mortgage on my home, plus some every month that's in net and it's 100% passive.

Am I making a million dollars off that one course? No. 

But if you can build a business that pays your mortgage and all your expenses, that's huge. That's like one huge burden you'd have to deal with. And if it's passive, that's even better doesn't take any time. 

And so I took the lessons that I learned with that I'm using it in other areas of my business, and it's working and it's working and it's working. So I said, you know what, I've been studying and obsessing over strategy and marketing and brand building for a long time. 

My first business partner a gazillion years ago on my first business in New York City, was a branding and marketing expert. So much of what I learned, I learned from her. 

And then I've gone and spent 100 grand on an education in marketing easily on coaching and my masterminds and all that stuff. So I have all this knowledge, I was like, there are people out there that need to build online businesses, that want to build online businesses that I know are doing it in a way that is not going to work.

Usually they call me when it's not working. I did this, I did this, I did this, I did this, nobody's buying anything. I'm like, let me see it. 

Like, okay, I know why nobody's buying anything. And the problem is, is that a lot of people don't understand that being an expert in the content that you're producing has absolutely nothing to do with being an expert in selling that content. 

And the branding and the marketing, the branding and the marketing. 

Brand building being when people think about you and what you're selling -- what feelings do they have? 

What do they associate you with? What does it and more what does it make them feel? 

When I think about my cool little apple watch with my cool little wristband it makes me feel something, like I feel cool because I have a cool Apple Watch. I feel something. 

We don't realize this, but most of our decisions about the purchases that we make are based on our feelings about those purchases, and then we justify those purchases with logic. 

“Oh, well, it made sense it was on sale.”

“Oh, well, it made sense. I needed it anyway.” 

But in reality, we just wanted it in our gut -- so we bought it.

{Ray Berardinelli} If you're married, you understand this. 

{Jared Cooper} Exactly. The brand is how you make somebody feel. 

What the hell does that have to do with your course? Nothing. It has nothing to do with your course. 

If you sell a knee rehab program -- what do they feel? 

I sell any rehab program, that’s nice, like, what is that after they can get in? They can go on to YouTube and look up knee rehab exercises, they don't need your course. 

So understanding that branding a business is very, very, very different than producing the content in that course.

Understanding branding is key. 

The second thing is the marketing. 

So in other words, what media are you using? And what is your message? 

You have to understand your avatar. Who's your perfect customer? 

I mean, as you know, the biggest issue that most people have when they market is they think about their product, they make their product, and then they put it out into the world and they sell it to everyone and even people that they think they're niching down, but they're not. 

You look at the messaging, it still says, here's a knee rehab program. For who? Everybody who has knee pain? 

Do you have any idea how many people have knee pain? There's a million people out there with knee pain, you don't need a million customers, usually 1000. 

Don't sell to a million. It's about getting it narrowed down further and further. And to understand who your perfect customer is, you should be able to think about one human being, just one. 

One human being. And usually it's a past customer. 

Like if you're a brick and mortar practice, and you're trying to sell to an avatar, just think of your perfect customer and ask the question;  If I had 100 of these people, If I had a 100 of this person, would I have a great business? 

And if the answer is yes, that's a great avatar. 

If you had 100 of that person and you're like, I don't know, I don't think I want 100 of those people, then that's not your avatar. 

So understanding who you're marketing to, understanding your message.

In other words, what result is this product going to deliver? 

It's one of the biggest problems I see. And I know that this term is used. 

And there's a couple of people out there and not to use any names that are using this term prehab as an example. No one knows what the fuck that is. I don't even know what it is. 

I thought prehab was something you do before you have surgery so that your rehab is easier.

If I'm buying a prehab product before having surgery. I don't know what it is. 

The term despite the success of some of these people using that term, the word itself doesn't mean anything to the consumer. 

{Ray Berardinelli} Right. Do I need prehab? 

{Jared Cooper} I don't know. I don't even know.

So then the course that you make associated with a prehab program makes even less sense because if I'm going to prehab a body part as an example, I'm using this as an example. 

I've seen this problem multiple times in multiple different businesses. I don't know if I need that thing.

One of the biggest issues that people have when they land on websites is not knowing whether what the person is selling is for them. 

If I go and I see it, I land on a website, I need to know within a few seconds, whether what you're selling is for me, and if I'm your customer. I need to know that very, very quickly. 

That is part of the messaging. And then being able to deliver the benefits like saying, look, this is the benefits of this thing. Not here's a set of features, not here's the cool thing that it's called. 

When you build a business around that, and understanding the pain of your customer and the problem that it solves -- that's how you build any business. Forget about an online business. 

How am I selling my cupping course? 

Well, my first landing page didn't work. Because I didn't really understand the pain of the customer. 

And so I delved further into the pain. And now my landing page for my cupping course is built around what massage therapists struggle with. 

Massage therapists don't give a crap about cupping. They don't want to wear their hands out -- that's their pain, is not wanting to wear out their hands. 

And they're exhausted. You work on somebody all day, you think doing physical therapy is hard, try doing massage therapy, and doing hour long manual therapy sessions, six or seven hours a day. 

{Ray Berardinelli} I know, after doing 2 (15-20 minutes), I'm like, ah man. 

{Jared Cooper} Massage therapists, their big issue is they're using their hands so much that they feel like they're wearing out and when you talk to massage therapists, what's the biggest struggle you have other than just getting new customers? It's just, I'm worn out. 

Cupping is an amazing alternative to using your hands. 

If you do it right. It's incredibly effective, it's way less stressful on your hands. And it takes less time to do it anyway. 

That was a huge pain point. So by speaking to that pain point, rather than just selling a course, is so key. It's true for anything. 

It's like your business. Are you selling EMR? No, because nobody wants to buy EMR. 

I hate EMR. You even have a sign behind you that says, “EMRs sucks”.

Why would I want to buy something that sucks, right? You're not selling EMR. You're selling time saving. 

{Ray Berardinelli} Right. Right. 

{Jared Cooper} You're selling my time with my family. We talked about this right. 

{Ray Berardinelli} Exactly. That's what I'm selling. 

{Jared Cooper} I want time with my family and you're selling me that. 

{Ray Berardinelli} So much easier to sell than selling you a new EMR? 

{Jared Cooper} Exactly. Because I don't want to buy EMR. I buy my time back. 

My physio secrets, I'm not selling you clinical skills, you can get clinical skills anywhere. 

I'm selling you time. 

You know how long it would take you to learn how to get good on your own? Five years easily. That's how long it takes therapists to get good. I know because I interview therapists all the time.

Three years out five years out, they're still struggling with the same thing. I'm going to make you good and six weeks -- you follow my frameworks.

And I know this because I have students who have in six weeks look like they've been out for five freakin years. Because they're making decisions like this. 

I'm selling time compression. I'm going to save you thousands and thousands of dollars that you're going to waste on con ad, and hours and hours and hours of struggle and feeling embarrassed because you can't get your patients back. 

I'm not selling you a book. That concept of understanding the branding and marketing is a skill as a physical therapist, that there's no good reason for us to innately have unless you actually went out and learned it. 

So I said okay. As with most things, how can I make a framework to help people through this process, hence, I came up with this cool idea of blue 32. 

So if you think about football player, and that they have to call a play and it's an audible, like, they see something's wrong, “Blue 32 Blue 32!” They yell that thing out. 

I'm not a I'm not a big football guy but we all know about Blue 32. So that's a little bit of a pun.

Blue is blueprint, and 32 is the 32 steps. So my Blue 32 program, which is a coaching program that I offer is 32. 

Here it is, it's 32 steps, that you go through, one card at a time. And when you're done, you have a blueprint to build your business. 

Now, a lot of people don't understand the concept of a blueprint. There are people online selling blueprints, and what a blueprint is, when they buy it is it's a generic way to do something.

If you think of a blueprint in business, you think I buy a blueprint for how to do this. It's generic. That's not what a blueprint is. 

When you hire an architect, do they go into their files and sell you a generic drawing for your house? No. They design from scratch a blueprint of your house that you then give to a builder, you then build the house off the blueprint. 

Now if the blueprint was correct, the house is good. If the blueprint was wrong, the houses bad. 

It's not a generic thing that you follow. People are selling blueprints all over the place. That's not what a blueprint is. 

A blueprint is a customized strategy that gives you the step by step instructions about how to build your business.

There is no blueprint for business. 

There isn't a framework that you follow, which is Blue 32. So that you can actually design the blueprint for your business because everybody's business is different, like every house is different. 

The blueprint for going and selling to seniors online is very different than the blueprint for trying to expand from one physical therapy practice to five. Those are two very different business blueprints. They have different steps, different stages, however, they have the same components.

The same components, every house needs walls, plumbing, electrical, they all need the same components, but they don't need them in the same order, in the same place in, the same manner in, the same structure. 

What I do with my coaching clients is I walk them through 32 steps called the Blue 32, which is my kind of funky name for it, which allows them to design a blueprint to build a successful business from. 

It's a blueprint that they can hand to their website designer, they can hand to their accountant, they can hand to their copywriter, they can hand to somebody help it, they can hand to anybody. And they can read that and go, “Oh, that's how you're going to build your business.”

And when you have a branding and marketing strategy, a branding and marketing blueprint, you then can build a business with very little pain. Because building a business, as you know, is painful.

It can be very painful if you don't have a plan to follow. And you're doing it and making mistakes. And it can also be very expensive. 

I know that when I built my business in the beginning, it was extremely expensive, not because it cost a lot just because I made so many mistakes. And those mistakes would have been avoided had I just had a blueprint, whereby, I just built the thing based off the blueprint. 

That's why you make a blueprint for a house because if you built it without a blueprint, you would make so many mistakes building the house because you don't know what you don't know until you start to build something.

{Ray Berardinelli} If somebody is interested in that end of things. I put up your website below, www.physiosecrets.com.

How do you suggest that they get a hold of you? 

If they're interested in building an online business and they want to learn how to go about that.

How do they get in contact with you to kind of learn a little bit more about this?

{Jared Cooper} I have a contact form on my website, goes right to me, it just goes to my email. 

I'll share my email, too. It's drcooper@physiosecrets.com

And you can also hit me up on Facebook, Jared Cooper, or you can hit me up in the business side Physio Secrets. That’s just the easiest to get in touch with me.

The hard part is deciding that coaching is right for you. I call it consulting not coaching because it is just really what it is.

If you want to build a business, and it is time for you to build something online so you can get some passive income, and you want to decide whether it is right for you, then guess what I offer?

{Ray Berardinelli} A free call.

{Jared Cooper} Yeah. Because you don’t know what I am talking about unless we get on a call and we start talking about your business. 

We can look at your business and understand what your business needs, the kind of business that you need to build is very different than what somebody else might want to build.

I’m happy to do a free consult.

{Ray Berardinelli} Mine is very different.

{Jared Cooper} Yeah, you know what I am saying. 

Your EMR business is nothing like selling a con aid course to massage therapists. It’s a different beast. 

I do a free consulting call with my clients and that ultimately is the key. We have to make sure it is a good match for me and for them. That is really the key.

There are a lot of coaches out there, there are a lot of options. You may want to look around to see whose right for you. 

But I primarily work with people that are interested in dedicating the time to do it. My coaching calls are three hours long. 

Usually what you see on coaching calls is an hour. The problem is, you know as you build a business, when you decide to meet your team, do you have hour long meetings? No.

You have 3,4,5,6-hour meetings when you really want to make decisions. Because you have to flash ideas out. You have to throw a lot of stuffs down. 

It takes a lot of time to build a business.

There is a difference between coaching and consulting. Coaching is, I’m going to give you some tips, like bouncing a balloon up in the air. I’m going to keep the balloon floating, that’s coaching.

Consulting is, No we are going to put the foundation in the ground. That takes a lot of time. 

We are going to build this from the ground up. It takes a lot of time. 

The right person for  working with me with Blue 32 is the person that is serious about building a  business and wants more than just a few strategies or  some encouragement. 

And really wants to sit with somebody and build that thing and write the blueprint for it and doesn’t get overwhelmed because the cool part about doing something like this, you don’t get to move on with card number 2 unless you are done with card number 1.

It is step-by-step, you don’t get this overwhelmed that you got to do 9 million things.

That is basically the summary of the right person for doing coaching and I’m happy to get on a call with anyone in the group. Just get in touch via email, facebook.

{Ray Berardinelli} Sounds great. There is so much stuff in there. 

{Jared Cooper} Will and Alex have coached me for a while -- they are awesome.

{Ray Berardinelli} They are great. I love both those guys.

Anything else you want to share? 

If you guys just hopped in, you might want to watch over the whole thing. There is so much in there that Jared shared and so many tidbits that you could take away if you are trying to build a practice or an online business.

Any parting thoughts you want to share with everybody before we hop off here.

{Jared Cooper} I have been thinking a lot about this concept of physical therapy. Deciding whether or not, I thought physical therapy was a good business or not?

I think that is a very interesting question.

And I think a lot of therapists are getting a bit disheartened, feeling like we got the shred end of the stick in our profession. 

The most money that we are going to make as a PT, if you don’t own a practice, you don’t have an online business, is 90-100 grand a year?

You are not going to make a million bucks off of that. It will take you 20 years to payback your student loans. We’ve all heard the story.

And it is true. I think we did get a bit of the shred end of the stick. It was not our fault, we didn’t know this when getting into PT school, what our salary would be.

If you look in an industry where so many people are looking to start a side hustle, you have to ask the question -- what is wrong with the primary hustle?

Why does everybody need a side hustle? 

If the main hustle was working, you don’t need a side hustle.

The faster you come to grips with the idea that as a physical therapist, you have a skills set that is valuable, you start to understand you don’t need to sell those skills in person one-to-one.

And stop thinking about online as a side hustle. Stop thinking about side businesses as side hustles.

They all need to be part of your actual business. And as an entrepreneurial business physical therapist, you don’t have a daytime job as a side hustle. Don’t think of it like that.

It diminishes the  actual daytime job to being shed because my actual hustle is not making enough money to pay rent. That is terrible.

And it turns the online business to something that is not real. It is a side hustle. It is not a business.

Collapse them.

You are an entrepreneur, build a brand around something that you are passionate about and then sell that brand in different places. Sell it online, sell it in person.

You just sell. 

Like Apple has an online business and a store that you can physically go to. They didn’t build the store and this is terrible, why don’t we build an online business because the store is not working. They didn’t do that.

They built Apple and they sold it in two places -- physical and online.

We need to think about it differently. We need to do the same thing.

When you are a physical therapist, you graduate, you have a skill set. Nothing about that skill set that you have to deliver everything with your hands. 

It is a skills set not a side hustle and a job.

It’s I-need-to-work on my brand. I need to know who I am as a therapist. I need to know what I am selling and what makes it unique. 

And in a way you need to package that into different ways.

If you are building a brick and mortar. It is packaging the brick and mortar that you will leverage your expertise and a niche to deliver your brick and mortar.

If you work for somebody else, you need to say, “I work with people who…”

“I work with people who have pelvic mortar problems.”

“I work with people who play tennis.”

“I work with people who lower back pain.”

That is what you do.

And then you go online. And you say, “Who is your online customer?”

“I work with people who…”

You have to know who you are, as a therapist, your brand. Then you sell that brand in multiple different ways, to different people, on different platforms. 

You don’t have a job and a side hustle. That is a recipe for failure.

You have you, a brand, and you build a business. If you do it that way, it stops being like all these separate things you juggle.

The brick and mortar has nothing to do with the online and the online has nothing to do with the brick and mortar. No! They all need to be one thing.

Once that happens, it changes the game completely.

Those are my final words.

“I work with people who have pelvic mortar problems.”

{Ray Berardinelli} That is awesome stuff. Thank you so much for sharing. There is so much in there.

I know this will benefit  a lot of people in the group.

Thank you for being a guest. I really appreciate it.

{Jared Cooper} My pleasure. Anytime, Ray.

{Ray Berardinelli} Everyone thank you for coming to the PT business builders show.

Where we believe EMRs suck; that systems and software should actually improve your life and your practice not consume it.

And here the only measure of success, our systems that give you the time to enjoy your life and the financial freedom to do that.

Thank you everyone for coming today.

Sign up below to get regular tips from Ray on How To Grow Your PT Business
PLUS get access to our SECRET TOOL
that will grow your business with the help of NPS

Leave a Reply

Your email address will not be published. Required fields are marked *