{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"The Words We Use","description":"The Words We Use In today\u2019s Lunchtime Live we help you create a message your clients can resonate with.   We walk you through a step by step framework which will help you 1. Connect better with your clients and potential new clients 2. Feel confident with your message 3. Get buy in from clients 4. Ensure your clients feel confident in you     Join Lunchtime Live\u2019s with Celia and Kate Monday to Thursday at 1pm GMT, 2pm CET. Come and join us: Monday = #MarketingMondays Tuesday = #TrainingTuesdays Wednesday = #WealthWednesdays Thursday = #ThankfulThursdays #AMA #LiveQ&A   #Physio #physicaltherapist #physiotherapist #pt #Podiatry #Osteopath #chiropractic #chiropractor #businesscoach #healthcarebusiness No time to listen now? Click the arrow above to download the episode or you can find it on iTunes here Don\u2019t miss out on the next episodes and some great expert guests to help grow your clinic or practice into a thriving business! All my podcasts are available here  \u2013 Listen Now! Or check out the transcript to below Kate Markland: Good afternoon and welcome to lunchtime. Live on 30th of November, I Kate Markland and I\u2019m joined by Celia Champion. Today we\u2019re talking about the words we use, and why they are important, to make sure that as clinicians and clinic owners that the messages we\u2019re putting out r esonate with our audience, it\u2019s very important that we are not communicating too much clinical language and not paying enough attention to thinking about the words and the language that our clients will resonate with, especially when it\u2019s in the written form. So today we\u2019re just going to take some time to think about how we can, apply a simple framework and some simple rules that we can follow to make sure our message resonates with our clients and potential clients over to users. Celia Champion: Yeah, so, we are a great fan of a book called building a StoryBrand by Donald Miller. And in that he gives us a very simple framework to follow, to be able to get our message across, in the language of our clients. And so that they really understand where we\u2019re coming from and how we can help them. And he likens it as, as if you\u2019re creating a movie and there\u2019s seven clear steps in the scripting. so the first thing is you have a character. Now the character is often mistaken, as you think you\u2019re the character, but actually the character is your client. So your patient is your character. So you really need to understand who your kind of key perfect patients are. So they, your character, and then they have a problem. And he has three different areas of the problem. Celia Champion: So they have an external problem, which would be their pain. So in the beginning , you\u2019re able to say , I work with runners and understand that sometimes you might get running injuries, so you get a painful foot to a painful knee or painful hip, that causes an internal problem. So you\u2019re communicating with your patient that you understand that that pain causes an emotional problem for them as well, that they feel distressed about it. They feel upset that they can\u2019t do what they love doing. And then he also talks about a philosophical problem. And I think that that\u2019s really relevant in, this particular sector of private health care, because often the philosophical problem might be, Oh, well you\u2019re 60 or 70 or 80. You\u2019re bound to put up with pain. Oh, you\u2019ve just had a baby you\u2019re bound to have to put up with pain. Celia Champion: Where as you as clinicians know that actually that\u2019s not true, so you can help them. So you have to overcome, you have to help them overcome those philosophical problems. So you have a character who has a problem who meets a guide, which is you. And in meeting that guide, you need to put out your why, why they should come to you rather than someone else. And you know, why, why, why are you credible to being that person to help So you have the character who has a problem who meets a guide , who gives him a plan and calls into action. So you\u2019re giving them your advice about what the best treatment going forward is. And you\u2019re calling them to action as to what they need to do along the way that avoids failure and results in success. And so when, and when he talks about avoiding failure, it\u2019s not about scaremongering your, your patients. It\u2019s actually just saying, you know , we don\u2019t want you to feel frustrated that you can\u2019t go into your park runs. We want to help you get to the success of getting back on the road, running injury free. And just in that very succinct way, you can use that in your conversations. You can use that, in your marketing materials. Speaker 1: Wonderful. And I think there\u2019s a really lovely acronym that I had once that stuck with me. What\u2019s in it for me, FM. So constantly, if you thinking about it, when you\u2019re listening to the radio, you want the DJ to be talking to you rather than asked you. And I just remember reading a book by Alan Pease and it described having this concept of having a radio show. And you\u2019re always thinking about what\u2019s in it for me, FM what\u2019s in it for your audience. And so when we\u2019re writing, we\u2019re really conscious of cutting out all the, we, we, we, we, we were talking about you talking to you, just like, you\u2019d like a good DJ to do, to you and talk you rather than at you. And it\u2019s very easy in your copy to look through. Sometimes if you\u2019ve written something on your website , count all the times you have said we , rather than talking about you, talking about your potential client. Celia Champion: Good. So we hope that our short life has helped you, thinking about your messaging. We\u2019d really encourage you to go and look at all your different messaging, the language that you use with your patients, but also what\u2019s on your website and in any of your marketing material. And, and don\u2019t forget your social media too. So we look forward to seeing you tomorrow. If, when again, have a fantastic day. Kate Markland: Bye bye for now. To find out more about The Clinic Owners Business Club: Join our amazing community of Clinicians and Clinic Owners on Facebook: https:\/\/www.facebook.com\/theclinicownersbusinessclub And check out The Clinic Owners Business Club website: https:\/\/clinicownersbusinessclub.com\/ #Physio #physicaltherapist #physiotherapist #pt #Podiatry #Osteopath #chiropractic #chiropractor #businesscoach #healthcarebusiness #physiotherapymarketingstrategy #physiotherapyclinicmarketingstrategy #physicaltherapyclinicmarketingstrategy #physicaltherapybusinessmodel #cashpt #physicaltherapybusinessplan #physiotherapybusinessmodel #physiotherapybusinessplan #physiotherapyprivatepracticebusinessplan ","author_name":"The Clinic Owners Business Club Podcast","author_url":"http:\/\/clinicownersbusinessclub.libsyn.com\/website","html":"