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Episode 83

Why being called Jack is not good for marketing

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About this episode

Welcome back to another episode of the Treat Your Business podcast with me, Katie Bell! This week, we’re exploring why being a “Jack of all trades” can be detrimental to your business.

We’ll discuss the importance of focusing on a specific niche in your practice, rather than catering to everyone. I’ll share insights on how specialising in one area can make you the go-to expert, attracting clients seeking your expertise. We’ll also tackle the fear of missing out (FOMO) when narrowing your focus.


  • Introduction and Myth-Busting: Debunking the myth that offering a wide range of services is the best approach for your clinic.
  • The Power of Specialisation: Learn why positioning yourself as an expert in a specific field, such as sports rehabilitation or women’s health, can attract more clients.
  • Marketing to One Ideal Client: Discover how speaking to one ideal client in your marketing efforts can create more compelling messages and stronger connections.
  • Real-Life Success Story: Hear about a physioclinic that transformed its business by focusing on a niche market, leading to a significant increase in enquiries and bookings.
  • Creating an Ideal Client Profile: Understand the importance of identifying your passion, strengths, and conducting market analysis to pinpoint the right niche for your clinic.
  • Adjusting Your Tactics: Tips on reviewing and refining your current marketing strategies to ensure they are targeted and effective.

Key Takeaways

  1. Focus on a Niche: Specialising in a specific area makes you the expert clients seek out, leading to more targeted and effective marketing.
  2. Avoid Diluted Messaging: Trying to serve everyone dilutes your message, making it hard for potential clients to see how you meet their unique needs.
  3. Ideal Client Profile: Creating a detailed profile of your ideal client guides your marketing efforts, addressing their specific pain points and needs.
  4. Consistent and Targeted Marketing: Ensuring your marketing messages are consistent and targeted to your ideal client results in stronger connections and increased trust.
  5. Real-Life Application: Practical examples show how focusing on a niche leads to significant business growth and client satisfaction.

Thank you for tuning in to this week’s episode of the Treat Your Business Podcast. If you found this episode helpful, make sure to subscribe and stay tuned for our upcoming episodes where we’ll continue to share valuable insights to help you build a thriving clinic.

Keep your calendars marked for October 25th, as we have


This podcast is sponsored by HMDG


  • 0:00-Introduction and Myth-Busting the ‘Jack of All Trades’ Approach
  • 2:09-Welcome Message and Podcast Overview
  • 3:33-Debunking the Wide Net Myth
  • 4:17-Real-Life Client Calls and Marketing Strategies
  • 5:55-Speaking to One Ideal Client
  • 8:47-Real-Life Success Story: Sports Rehabilitation Focus
  • 10:54-The Value of Niche Marketing
  • 12:34-Market Analysis and Ideal Client Profiling
  • 14:30-Adjusting Your Marketing Tactics
  • 15:35-Tree of Success Metaphor and Conclusion


Treat Your Business EP83

[00:00:00] Katie Bell: Let’s clear one thing up straight away. I have no problem with a person called Jack, but today’s episode is all about why being called Jack is no good for your marketing. I have nothing against clinics that have loads of different services and serve people in lots of different ways, but when it comes to marketing, this is dangerous.

[00:00:27] Katie Bell: When it comes to marketing, we cannot be the jack of all trades. This week’s episode dives into a strategy that can transform your practice by focusing on a specific niche instead of trying to be everything to everyone. When you try and serve everyone, your message becomes really diluted and therefore potential clients can’t see how your services specifically cater to their unique needs.

[00:00:55] Katie Bell: On the other hand, positioning yourself as a specialist in a particular area, maybe sports rehabilitation or chronic pain management or pediatric physio makes you the go to expert in that field. Clients seeking your specific expertise will be more likely then to choose your clinic. Keep listening to today’s episode to find out how you can do this and how you can overcome FOMO when it comes to marketing.

[00:01:23] Katie Bell: Welcome to the Treat Your Business podcast with Katie Bell. I am Katie, and this is the place to learn the strategies, tactics, tools, and mindset needed. To build your clinic or studio into a business that gives you the time, money, energy and fulfillment you want and deserve. My team and I work every day with overwhelmed and exhausted clinic owners like you to shift them from a business that is a huge time and energy drain and is not giving them the income they want to confident clinic owners that are making money, saving money and getting time back in their lives.

[00:01:56] Katie Bell: So if this sounds like something you want, let’s dive in. This podcast is sponsored by HMDG, the leading digital marketing agency for the Clinicare is in the U. K.

[00:02:09] Katie Bell: Welcome to this week’s episode. Let’s start by diving into debunking this common myth that the idea that being everything to everybody and being able to serve clients in multiple ways and solve hundreds of different problems is beneficial for your business. In the world of physioclinics, osteoclinics, sports therapy clinics, this means trying to cater to every possible type of patient, whether they’re maybe young athletes, maybe they’re elderly individuals, maybe they’re office workers in chronic pain, maybe they’re pediatric patients.

[00:02:47] Katie Bell: And I get it, while it may seem like casting a wide net would attract more clients, in reality, it often has the opposite effect. I hear this so many times on our calls when we have discovery calls with clients who are wanting to find about out about how our program can help them transform their clinic and make more profit and get themselves out of their clinic and transform their marketing.

[00:03:13] Katie Bell: One of the things that we talk about on that call is their marketing strategy or perhaps in many. situations on the call, their lack of marketing strategy. But when we’re talking about that it becomes so obvious. So many clients say, Oh, I really love women’s health. And that’s what I like.

[00:03:31] Katie Bell: I really specialize in and I really feel passionate about, but obviously I’m doing lots of MSK as well. And I do also see Yeah, I quite like those as well. And it becomes ever confusing for me as the coach as to say how are we reaching a certain type of client? How are we standing you out in the marketplace?

[00:03:51] Katie Bell: How are we making, creating a market of one for you when you’re trying to be everything to everybody? Because now I land on your website and I’m a women’s health Patient with X problem, but you’re talking about peds and ankle pain and back pain and neck pain and now I’m thinking, oh, maybe this person isn’t the go to expert in this field.

[00:04:16] Katie Bell: So when you try and serve everyone, your message becomes really diluted and potential clients can’t then see how your services are specifically tailored to their unique needs. When you position yourself as a specialist, you automatically become the go to expert in that field. Clients who need your specific expertise are more likely to seek you out because they trust that you understand their challenges and that you can then provide the best solutions.

[00:04:49] Katie Bell: So let’s talk about the power of speaking to one person in your marketing efforts, because I hear what you’re saying. I run a multidisciplinary health and physio and wellness clinic, and we work with many different types of clients. But when it comes to our marketing, we are only speaking to one person.

[00:05:09] Katie Bell: And we’re only speaking to one person at one time, not trying to do everything for everybody. Because we have made this mistake so many times that we are Trying to solve so many different problems in the clinic at any one time that our marketing becomes confused, it becomes diluted, things don’t get traction, and it’s because our messaging is constantly changing from one thing to the next thing, to the next thing, to a run club, to the women’s health pessary fitting, to this, to that, to the other, all in the space of a month.

[00:05:41] Katie Bell: So it’s about stripping it all back and being much more, simple and I guess way more effective and I would prefer to make more money by doing less than have to just keep trying to be everything to everybody and actually not make any more money as a result of it. So imagine you let’s say like a networking event and you have the opportunity to speak to a room full of potential clients, would you deliver a really generic speech that touches on a little bit of everything or would you craft that message that speaks directly?

[00:06:20] Katie Bell: to the needs and the concerns of that one ideal client. Ideally, you know that ideal client is sat in the room, which is, comes, brings me to another point of stop wasting your time on networking events if your ideal clients are not sat in the room. There’s not often that a B2B networking event is going to make a massive change to your business because we are B2C.

[00:06:43] Katie Bell: So we are business to consumer, where we spend a lot of our times in this B2B arena. And that’s okay as long as the people in the networking event who are running another business have your ideal clients as their ideal clients, but you are not in direct competition. When your marketing message is speaking directly to the needs and the concerns of one ideal client, it’s far more compelling.

[00:07:11] Katie Bell: This is when your marketing messages are targeted, they’re specific, they resonate deeply with your ideal clients, the conversation that is going on in their head, and they feel understood and they feel valued, which then allows them to build trust and encourages them to choose your clinic, your service, over others.

[00:07:31] Katie Bell: We had a physioclinic recently that we’ve been working with on our Activate program, and they experienced a massive transformation by just focusing in, getting really clear on the lowest hanging fruit, and we used something called the Frank Kern model. And this allowed our strategy day recently for our clients to do a scoring system, which allowed them to really highlight all of their different type of ideal clients that they might be working with.

[00:08:01] Katie Bell: So there might be physio clients, women’s health clients, pediatrics, and the elderly, for example. Or it could be within the women’s health arena, we’ve got prenatal, postnatal, menopausal and people struggling with pelvic pain, for example. So we can break it down as necessary for your clinic. But what it allowed them to do was score themselves in those areas in three different categories that gave us a score to see which place they need to zone and hone in on which ideal client type.

[00:08:36] Katie Bell: Was going to bring them the best return on investment, was providing them with the most personal fulfillment and clinic fulfillment, and was the place that they could solve biggest and best problems. Like the value that they could deliver to that ideal client was just amazing. And what happened is by, they were just struggling to attract new clients because they were just talking to everybody.

[00:09:05] Katie Bell: So they decided to listen and they pivoted and they focused exclusively on sports rehabilitation for the younger athlete. And they made sure that their copy and that their, so their stuff on their website, their social media content, their marketing materials was specific for this audience. And the result was that they saw a significant increase in their enquiries, but also their bookings.

[00:09:34] Katie Bell: Because they became specialists, they attracted clients who were specifically looking for expertise in this area. I’m not here to tell you that you need to niche down and never treat anybody else. I would love it if you would. But what I’m here to say is when your marketing message has to be so focused in on the ideal client that is going to be reading, listening, engaging, looking Googling, that when your marketing is placed in front of them, it is a no brainer.

[00:10:08] Katie Bell: It is that, Oh my goodness, this is what I’ve been looking for all of these weeks. Because remember what we talked about last week, that only 3 percent of your market are ever ready to buy. That is when they are super hot. When they are actively searching for a way out of their problem, from their problem.

[00:10:29] Katie Bell: People move, people buy themselves away from problems into solutions. They don’t buy the solutions. So if you only ever market your solution, you’re going to lose a massive proportion of your people because they don’t know what it is that they need.

[00:10:43] Katie Bell: So focusing is key. And to do that, what I would really encourage you to do is really identify your passion and your strengths. Consider the area you are that you love. That if you could see these clients all day long for free you would because you just love treating them.

[00:11:06] Katie Bell: You need to then think about a little bit of market analysis. Because if there is a specialist neck clinic next door, like you, you doing that next door is probably not, it would work because there will, I’m guessing, unless you lived in a forest or on a remote island, there will be enough people with neck and back pain to service your needs and your wants, but it’s not going to be the easiest hanging fruit for you.

[00:11:38] Katie Bell: So you look at your demographics, look at the needs of your local community, identify gaps in the market where your specialized services could make a significant impact.

[00:11:48] Katie Bell: And you’ve got to create this ideal client profile. And this is one of these 10, 000 pound an hour jobs that we get our clients to do. Because without this, you don’t hone in specifically enough on their pain points. What they’re seeking. What the myths and the bad ways that they have been told that they need to do to solve this problem in the past.

[00:12:11] Katie Bell: or the things they think they should be doing to get themselves better. Honing in and really creating that ideal client profile. We use something called a unique messaging blueprint. It gives a detailed profile of your ideal client. And when you’ve done that, it’s a big, it’s a big task. But when you’ve done that, it, that creates the basis for all of your marketing.

[00:12:33] Katie Bell: You just go back to it every time.

[00:12:36] Katie Bell: And then it’s adjusting your tactics are the things that you do to get visible in front of your ideal client. So it might be that you need to look at what you’ve currently got out there and think how specific is this? Am I just diluting massively? Am I creating strong, clear messaging? Am I being known for something specific that makes your clinic more memorable and trustworthy?

[00:13:08] Katie Bell: Or do people land on my website and are now so confused about what we are here for, what they might be able to Get help with, or is your social media content flitting from one thing to the next thing, to the next thing, to the next thing? And it might be that you say Katie, we work with people who are in pain.

[00:13:28] Katie Bell: We run MSK Physioclinic. Great, but when it comes to marketing, we need to go, okay, this month we’re going to run a campaign on the knee. This month we’re going to run a campaign on the back. So it’s really specific.

[00:13:44] Katie Bell: So we’ve got to stop trying to be the jack of all trades and start focusing on being the master of one. Narrowing your focus, speaking directly to that one ideal client means you’ll create more compelling marketing messages. You’ll build stronger connections with your clients and ultimately you will attract more people into your clinic.

[00:14:05] Katie Bell: Now I want you to imagine that your business is like a tree, okay, and it’s the tree of success. Stay with me on this one. What we have talked about today is one of the branches on that tree and off that branch, that marketing branch, we have got various smaller branches. that you have to deal with. Okay.

[00:14:31] Katie Bell: They could be your strategies, your tactics. They can be your ideal client profiling. It can be your targeting where you’re looking, where your audience are to fish where the fish are. So there’s lots of elements that make up that strong marketing branch, online marketing, offline marketing, compelling marketing messages.

[00:14:54] Katie Bell: And I want you to know that branch is just part of a huge big tree. So yes, you need to go and sort this branch out. Absolutely. You cannot rely on word of mouth referrals. We have got to be actively working on our visibility and our omnipresence and our marketing strategy, but it only forms a part of the tree.

[00:15:21] Katie Bell: And if we just do that, then you’re going to get really inconsistent results. So I want to always be clear when I drop these podcast episodes and this last month you’re going to be hearing lots of different marketing advice and lots of marketing examples and things that you can go and do differently, but listening and not taking action, you just may as well not listen, but I want you to look at it as a whole.

[00:15:49] Katie Bell: Because those clinics that we see just trying to fix the branches all the time are the ones that don’t ever change. They’re the ones that feel burnt out and exhausted and are just on that hamster wheel and they’re just grabbing at that and grabbing at that and trying to solve this and trying to solve that without ever changing.

[00:16:05] Katie Bell: The roots and the tree trunk in place.

[00:16:09] Katie Bell: The roots are all about your performance. You as the owner of this business, you as the leader. The trunk is all about your business strategy, your map. Getting in the car and setting that sat nav and knowing exactly where you need to go. And that allows us to then work out which branches we need to fix first.

[00:16:30] Katie Bell: Because marketing is, brilliant, but it’s not brilliant if your sales funnel in the back end is a bag of rubbish. Because you’re just going to chuck money away. So all I want you to know is this is a part of your whole business. It’s not the only thing that you need to deal with. And we first have to get the roots in place.

[00:16:53] Katie Bell: We have to get that trunk in place and then we can work out which branches we need to sort first, whether it’s operations, whether it’s sales, whether it’s marketing, whether it’s team, whether it’s your numbers. And that will ultimately then give you the fruits. which is time, energy and money. I hope you found this episode helpful.

[00:17:15] Katie Bell: Don’t forget to stay tuned in because Where are we now? I am recording this episode. Let me just have a look at my calendar on my wall next to this. This, okay, so we have got another two weeks, or maybe a week, it’s a week, before I can reveal to you What’s happening on October the 25th? I’ve given you lots of reminders to make sure this date is in your diary because you are going to want to be at it.

[00:17:43] Katie Bell: It’s a first for our industry. It is going to teach you the roots, the trunk, the branches to give you the fruits. I’m not allowed to tell you anymore until it drops on the 1st of July. So keep your eyes peeled. You’re going to want to be the first to grab a place on our pre registration list because we have very limited places available.

[00:18:08] Katie Bell: So keep listening. And I look forward to seeing you next week again on another episode of the Treat Your Business Podcast.

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