April 16, 2025 • 30 mins
Positioning yourself as a sought-after expert in your therapy practice creates more opportunities for premium clients and higher rates. Ann Cardin, author of "Expert in You," shares how therapists can establish themselves as authorities in their field by specializing and creating strategic visibility.
• Establish clear positioning that differentiates you from competitors
• Develop specialty areas rather than trying to be everything to everyone
• Build a hybrid marketing approach combining online presence and offline networking
• Create strategic partnerships with other therapists and healthcare providers
• Leverage speaking engagements, workshops and content creation to build authority
• Command premium rates by becoming the recognized expert in your niche
• Think beyond trading time for money by developing additional revenue streams
• Use your expertise to build "market fame" locally before expanding
• Focus on a specific client demographic or treatment specialty
• Transform your practice from a job into a sustainable business
Book a call with Ann Cardin:
Our Profit Coaching program is enrolling new practices now.
We specialize in helping therapy practices like yours achieve financial clarity, so you can focus on what you do best—helping your clients and managing your team- while we help handle all the businessy stuff they didn’t teach you in grad school.
To see if your practice might be a good fit, schedule a free consultation at therapybusinesspod.com.
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*Intro/outro song credit:
King Around Here by Alex Grohl
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Marketing your practice is hard enough already,
but positioning yourself in away where you are a sought-after
expert is really challengingand something that, honestly, a
lot of practice owners don'tquite achieve.
Well, today, my guest, annCardin, the author of Expert in
you, is going to talk about howto position yourself in a way
that people look to you for yourexperience and expertise and
(00:22):
they are drawn and attracted toyou, whether it's through public
speaking or through onlinepresentations or podcasts or
whatever you're doing to getyourself out there, making
yourself the expert.
My name is Craig and I'm theowner of Daisy Financial
Coaching.
Our team is on a mission tomake your therapy practice
permanently profitable.
If you own a solo or grouppractice, we're here to help you
(00:45):
build a business that createsmore time, makes more money and
serves more people.
This is the therapy businesspodcast.
All right, and we are so gladto have you here on the show
with us.
How are you doing?
Speaker 2 (01:02):
I'm doing great, Craig.
Thanks so much for having me.
Speaker 1 (01:04):
Yeah, I'm super excited for this one.
I was perusing when we firstgot in contact, which I feel
like has been a little while ago.
I looked at your website and Igot excited and even just before
this call, I was looking atyour website again, got
re-excited because I was like,okay, I'm going to learn a lot
today as well.
But let the audience membersknow who are you, what is your
business, what do you do?
Speaker 2 (01:26):
Yes, so I am a business consultant.
I also do run a marketingagency, a media and marketing
agency.
My entire business is builtaround helping people really
stand out in their market to beable to get more clients and
build, get the best clients evenbut really establish that
authority and that expertisethat I like to say influence
(01:48):
your market.
So all of the pieces that gowith that is a big piece of what
I do with people.
Speaker 1 (01:55):
And it's such a need, I think, in every industry, but
specifically in therapypractices, because I think a lot
of times we talk about a lot onthis show, but it's people go
to grad school to becometherapists and they end up
working for somebody else, andat some point it's like, you
know, I think I can make more orhave more freedom of time to do
it myself, but no one evertaught them how to market
themselves or how to run thebusiness side, and so that is
(02:18):
just something we're alwayslearning and always trying to
hone in on, and so what you dois really, really helpful, I
think.
Speaker 2 (02:27):
Yeah, create that market fame.
Speaker 1 (02:28):
Yes, so let's tell me more about that.
Speaker 2 (02:31):
So for somebody who's listening, what are some of the
best ways to get yourself outthere and establish yourself as
an expert?
Yeah, one of the first thingsto do is really think about your
positioning in the market.
How are you different from yourcompetition?
And if you are in business foryourself, you do have
competitors, right, it doesn'tmatter what you're doing.
So how are you different fromyour competition?
(02:54):
So one way to really do this,to separate yourself from
everybody else would be to gomore specialty or specialized.
That might be one directionthat you could go.
Maybe that would be with kidsonly, maybe that would be weight
loss, maybe that would beanxiety, or there are so many
(03:14):
different ways that you could goand there's no shortage of
people in any of those areas.
But when you establish yourselfas an expert for that particular
thing now, you can buildreferral partners.
So that's one way to reallybuild your business.
You can write a book aroundthat, all of your marketing,
everything that you're doing.
You could go out and speakabout it.
(03:35):
All of that will help you buildyour market fame, so to speak,
and really become known in yourmarket.
And it's really not hard to dothis in a local market.
It is work, but it's not hardto do it, and I did it offline
many, many years in many of mybusinesses before I ever did it
(03:55):
online.
In fact, it's interesting, Istill have people that recognize
me from some of those oldbusinesses because I had done
that.
I built such a name for myself,and that's really what we're
talking about building a namefor yourself so that there's no
doubt this is what you do, thisis who you're for.
That is the first step.
That's like the foundation ofyour business.
Speaker 1 (04:17):
Great.
So building a name for yourself, which and as we are talking
about that, local, I think youknow, with therapists there, I'm
going to say somewhat local.
Some of them may have licensesin a few states, but usually
it's most of them are workingjust in the one state that
they're licensed in.
And so, yeah, that almostprobably is a relief to hear,
(04:37):
because I think we are in thisday and age.
You just hear all these thingslike you know, podcasts,
obviously, or have YouTubes, orget on blogs and all these
different things that are morenational.
Reach and concerns I hear a lotof times are well, what if
people come to me and I'mreaching out to people who I
can't even work with because ofthat?
So, thinking on the local side,where should somebody start?
(04:58):
If somebody were to come to youfor the first time?
Be like I'm trying to build aname for myself, what are some
of the tips you give them forthe best place to start?
Speaker 2 (05:05):
Yeah, and some of this is going to depend on who
your market's going to be or howyou're going to establish
yourself in the market.
So, for example, if you'regoing to target kids, tiktok
might be the place right.
If you're going to target highlevel professionals, linkedin
might be your place.
So it's really aboutunderstanding first who are you
trying to reach and being very,very.
(05:29):
It's really about understandingfirst who are you trying to
reach and being very, very, veryprominent on that platform.
But then also how can you nowalso get to them offline?
So the best model is a hybridmodel where you're doing a lot
online and you're doing a lotoffline.
But offline would be thingslike speaking, building
partnerships.
You could be running events,you could be running small
workshops or partnering withpeople and doing offline events.
(05:50):
I did all of that for years.
But you can also really buildyour business online as well,
even if you're trying to do itlocal.
In fact, it's easier to do itlocally because you can run paid
ads.
You can have that podcast, thatshow, that YouTube channel.
I always say you should have anexpert platform and that's
usually going to include somesort of show or something that
(06:13):
you're doing to really continueto build on your expertise and
let people see what you're allabout.
So now people do vote onlinebefore they ever come and talk
to somebody offline, unless eveneven if you're referred, people
still check you out.
You really need a very strongonline brand and presence and
(06:35):
expert platform.
So I would say both of thosethings are places to start.
Is that helpful?
Speaker 1 (06:42):
That's so helpful.
Yeah, and that's good to hearthat both, even locally, online
is still valuable, as you'resaying.
Speaker 2 (06:48):
them like that's true , you know, people are there.
Speaker 1 (06:52):
They are there, yeah, and they're coming to see your
content and if you're going tobe leading.
You know if they're, if they'relooking for a therapist and
they go to a website and there'svideos of you talking and
there's a podcast of you talking.
You create that connection andit's such a relationship based
engagement.
It warms them up.
Speaker 2 (07:11):
Yes.
Speaker 1 (07:13):
So that's huge, and I guess reaching too many people
is a good thing, right?
Speaker 2 (07:17):
Yeah, absolutely.
And here's the other thing.
So I like to expand people'sminds when I'm talking, because
I help people build businesses.
One of the things that you cando is you can partner with
people.
So if you're if you can onlywork with somebody locally, you
still can partner with people inother states, and there's ways
that you can still work togetherand build other revenue streams
(07:40):
.
There are other things you cando to build more revenue into
your business versus justtrading your time for money, and
so I love for people to thinkeven bigger, like what are other
things that I can offer or whocan I partner with?
But not only that.
When you establish yourself asan authority and an expert and
(08:00):
you're influencing people, evenin your local market, you can
also get paid more premium fees.
You could attract even betterum patients.
If you call them patients, youcould attract even better people
to your business, um.
So all of those things buildyour revenue and they they start
to build your business.
(08:20):
But, more than anything, whenyou build that authority,
there's no question about youbeing the best, and so you think
about that doing the heavylifting for you.
Now you don't have to.
When people come to you,they're going to be ready.
They're about 80 to 90% readyto work with you because they do
(08:41):
feel like they know you, theyalready like you.
If they've seen you out there,you've just warmed them up to
the point that, like they knowyou, they already like you.
If they've seen you out there,you've just warmed them up to
the point that when they areready, or they know someone
that's ready you're going to betop of mind, first person they
think of.
And that's so easy to do in themarketplace today.
In the old days we had to likerun front ads and it was
(09:01):
expensive, and now we have allthese tools and opportunities
that we can do that soorganically and easy.
Speaker 1 (09:09):
Yeah, 100%.
And as you're saying that, I'mthinking I'd heard it once said
you know, like there's a reasonthat a surgeon makes a lot more
than you know your generalpractitioner because they are
specialty.
They specialize in this onething knees or whatever you're
getting surgery on.
So to specialize in something,that's huge.
I mean, obviously I'm on atherapy business podcast so we
(09:31):
coach all kinds of businessesbut we also specialize in
therapy practices, so thatreally rings true.
So, as somebody is looking atgetting out into their local,
you alluded to doing workshopsor partnering with local people
what have you seen work and Iknow, maybe not even just
specific to therapists, but withsome of your clients or some
things you've tried what haveyou seen work?
(09:52):
Or how can maybe somebody gettheir foot in the door to do
that?
Speaker 2 (09:56):
Yeah, I mean, that's really not hard to do when
you're going to run, say, alocal workshop.
So one of the easiest ways isto find out who else has got
your people.
So first you have to establishthat foundation.
What are you going to be knownfor?
What are you going to be theexpert and the authority for?
I worked with a therapist andshe was able to charge three
(10:17):
times more than other people perhour because she worked with
people that had eating disorders.
Well, that's very special, andshe partnered with other
therapists that sent thosepeople to her.
So she didn't even have to do alot of marketing.
She still was out there and shewas visible.
But she got so much businesscoming to her.
(10:40):
Her biggest issue was how do Inow grow this and expand my
practice?
And so that's kind of whatwe're talking about.
But if you're going to do, say,a local event, who is it you're
trying to pull into the room toshare expertise and really help
them and give them value, andwho and who would have those
(11:02):
people?
So here here's an example Um,you're dealing with kids, maybe
that have some kind of an issue.
Would it be coaches?
Maybe that would have thosekids?
Would it be, um, people sellingservices to those kids that you
could partner with.
So thinking about who has thosepeople and how can they help
(11:29):
you kind of curate that audienceor those people in the room
with you.
So that's an easy way and youcan get.
I mean, Chamber of Commerce hasfree rooms and restaurants.
You can do things withrestaurants.
There's just so many ways to dothat if you're going to do it
offline and then online you cando things with restaurants.
There's just so many ways to dothat if you're going to do it
offline and then online you cando it as well, love it.
Speaker 1 (11:47):
So like an online workshop or webinar where people
can sign up and attend.
Yes, great, yeah, and I thinkeven sometimes the online.
For me personally, as I admitsome of these, the fears that I
think a lot of people have withthese is like what, if no one
shows up, online At least, if noone shows up, no one knows.
But yeah, there's justsomething about nobody showing
(12:08):
up while you're there live inperson.
But I think partnering withsomeone, like you were saying,
really could probably helpovercome that, and I never
thought of that.
Anytime I thought of doing alive in-person workshop, I was
thinking just me and I'llpromote it and cross my fingers
that some people show up to it.
Speaker 2 (12:23):
So I think it's a great idea to partner with
someone.
Yeah, strategic partnershipsare great.
In fact, I just ran a two dayonline event about a month ago
and I partnered with someone andshe promoted it and a lot of
the people that were there werefrom her, from her email list
and and from her.
It was.
It's a really high level eventand the attendance was 95% show
(12:48):
rate for both days, and so it'sjust how you're doing it, how
you're putting pieces together.
Yeah.
Speaker 1 (12:53):
Yeah, that's fantastic, that's super great.
And going back to something youeven talked about with
partnering with other therapists, which again is maybe something
we overlook because I thinkit's easy to look at all of them
as as competition.
But you're right, if we'respecializing in different things
, uh, that's a huge, huge areaof opportunity of um, not only
setting yourself up as valuableto send somebody else you know,
(13:16):
I have a connection that I thinkwould be really good for you or
vice versa, business coming in,and so is that a good place to
start.
Is it Cause, as people are like, oh, who should I talk to
Doctor?
Like, who do I talk to?
Maybe therapists, othertherapists is a great starting
point for connection?
Speaker 2 (13:32):
Yeah, it's a great way.
In fact, my client that Iworked with that was a therapist
.
She did partner with doctors.
She partnered with othertherapists.
They didn't want to deal withthat.
That wasn't something they did.
And so because she specialized,she got a lot of business from
other therapists and from otherpartners.
And but you have to.
(13:53):
You have to do that becausehere's the one thing if they
feel like you're competition tothem, they're not going to send
you business, right.
But if they feel like you aretruly exceptional at something
and you would do a better jobthan they would, they would
recommend you all day long.
And then you can and this isprobably going to vary state per
state you might even be able towork out some sort of a money
(14:18):
exchange or some sort of arevenue opportunity there where
you're partnering and again,that's going to be dependent on
the state and what theregulations are.
But in a lot of cases, forexample, realtors can't do that
opportunity there where you'repartnering, and again, that's
going to be dependent on thestate and what the regulations
are.
But in a lot of cases, forexample, realtors can't do that
a lot, but they can give giftcards and they can get around it
right.
So there are ways that you canget around things if it's an
(14:41):
important thing for you, butit's powerful to do that and it
really can help you build yourbusiness faster.
Speaker 1 (14:48):
Yeah, that's great, and I think so, even going back
to what you said to start with,which was figuring out what
you're going to be known for.
And then maybe from there it'sseeking out other therapists who
so let's say, you're like I'mgoing to be known for trauma and
so you're like I don't I'm notgoing to really want to do
marriage, counseling or workwith kids or any of those, and
(15:08):
so that's a great place to start.
Looking out is okay.
Who are those people thatspecialize in that, who maybe
don't want to do trauma or Ialso know there's different
licenses that people carry.
So if anyone listening has aspecific license, maybe connect
with people who don't have thatbecause you're going to be.
They can start sending thosepeople to you because you're,
maybe they can't or don't wantto handle them.
So there's a lot of opportunitythere.
Speaker 2 (15:30):
Yeah.
Speaker 1 (15:30):
Yeah, I think that's fantastic you can even pick a
particular market.
Speaker 2 (15:34):
So let's say you're in a big city, for example, and
there are, you know, hundreds ofthousands of people or maybe
millions of people, and you caneven go deeper than just trauma
Maybe it would be trauma aroundchild abuse, maybe it would be
trauma around.
So you can go deeper and reallyspecialize and there's going to
(15:55):
be more than enough people thanyou could ever serve in most
cases.
But you'll get all thatbusiness because now you are the
go-to person for that Right,and then you establish that in
the market.
So everybody knows you're thego-to person for that.
And again, it's easier to dothat locally than it is to do
that on a global stage or on aglobal level, which is what I do
(16:18):
in my business.
So I can tell you it's easierto do it local because I did it.
But yeah, you, but even, evenglobally, you can set yourself
apart in the industry, in or inyour field that you're in.
Speaker 1 (16:30):
Love it, love it, love it.
Yes, I think that's locally.
I could see that becausethere's less, just less, people
that could carry that sameexpertise and, honestly, very
few people are actuallyshowcasing themselves as
industry experts on something.
Most people are generalists.
They're so desperately tryingto get clients that they're
(16:51):
trying to appeal to everyone andthat's spreading them thin.
That's making it to where theycan't charge as much as they
want to charge.
So it sounds like what you'resaying is, by doing this, you
might not only going to get moreclients, but you're gonna be
able to charge a lot more forwhat you're doing.
Speaker 2 (17:05):
Yes, yeah, and if you think about you had kind of
mentioned a general practitioner, right.
So if you think about a brainsurgeon, a brain surgeon has
this instant credibility, thistrust, right, you wouldn't go
shopping around for a brainsurgeon.
You would just realize, youwould just believe that they
knew what they were doing ifthey were a brain surgeon.
(17:26):
But if your doctor retired, youjust go find another doctor,
right?
So?
And you're only going to paythem so much for that visit, and
so that's really what we'retalking about here.
It's about really elevatingyour brand and elevating what
you're so great at and what youdo.
That would be completelydifferent from other people in
the market and it really doesmake you the go-to, and people
(17:48):
don't question the pricing orthe money when you are
specialized, when you are thebrain surgeon, they, you
wouldn't go price shopping for abrain surgeon, you just right.
And so it's the same thing andthat might sound like a silly
comparison, but it really trulyis the same thing.
(18:10):
When they believe you're theonly person, the go-to, they're
going to pay for that, yeah.
Speaker 1 (18:18):
And a lot of our therapists.
Some of them want to takeinsurance, but I would say
majority feel stuck takinginsurance and they want to
switch over to private pay wherethey can dictate their rates.
There's a lot of fears andstigmas around it Fears of leads
dropping out, but also justvalue and will people pay what
I'm asking?
(18:38):
And so it sounds like havingthat specialty can really really
help bridge that.
Speaker 2 (18:43):
Even the people who maybe they have insurance like I
want to hire you because youare the industry expert on this
and it's worth the extra moneyin my pocket to get it well, and
here's another way to look atit, and I don't really know what
therapy rates are and thingslike that, but here's a way that
you can think about it.
If you're charging, let's say$300 an hour, okay, and or
(19:06):
you're selling a package, maybe,if you're.
If you're charging, let's say$300 an hour, okay, and or
you're selling a package, maybeif you're.
If you're selling something andyou know that they're going to
need this many sessions andyou're selling it almost like a
package.
But let's just say you'recharging $300 an hour and you
know three people would be athousand dollars, or you could
work with 10 people at a hundreddollars, I mean, which is not
(19:30):
going to grow, right, becauseyou're going to max out, you're
going to tap out, and so thatthat's really what we're talking
about.
So just because you don't takeeveryone, doesn't mean that your
business can't grow because youyou're going to max out at some
point anyway can't grow becauseyou're going to max out at some
point anyway, and so if youthink about that, it's a lot
(19:56):
less work.
It doesn't mean you can't takeon other people.
If you want to do that, or maybeyou can offer some sort of a
scholarship programming orsomething you can offer some
sort of help to certain people,but for the most part you're
still one person.
So it's what?
What do you want to make fromthat practice?
You're building a business Ifyou and there's overhead and
there's things that you have topay for in that business, so you
(20:18):
can't think about yourself likean hourly employee.
It doesn't work in a business.
You have to be able to.
I always say you need to beable to make three times what
you would as an employee just tomake the same amount of money.
But here's where the differenceis.
The opportunity is bigger.
You have all these differentways that you now can make money
(20:39):
and different uh, differentideas and revenue streams that
you can add in where you don'thave that when you're an
employee.
So that you know that's thedifference in having a business
if you are treating it that way.
Speaker 1 (20:53):
Yes, absolutely.
There's so much opportunitythere.
But you're right, it's um, as atherapist she's working for
another practice.
Your scalability is only somuch.
But when you own your ownbusiness, you got to find a way
to really stretch out, becauseat some point your capacity is
going to get so thin that you'relike I have other stuff to do
besides just meeting withclients.
(21:14):
I have marketing and I have torun the business, do the
finances and so, yeah, the lesspeople I'm seeing, I need to
kind of almost get as tacky asit sounds in this circumstance
more bang for my buck on each ofthese clients.
Just, you need to get morepremium clients and pass off the
ones who maybe, if they needinsurance, there's other
therapists that you could referto.
(21:36):
I think that could be the otherreferral partner piece of it.
Speaker 2 (21:40):
But it is hard to do this.
If you don't do the otherthings we've talked about, if
you're not the specialist, ifyou haven't, you really don't
stand out in your market.
It it's really hard to do that.
It's hard to justify the prices, it's hard to justify the
increase.
So those it it's not just onepiece, they'll raise your prices
right, it's all of these thingsthat build a more powerful,
(22:01):
robust practice.
And and, by the way, that clientthat I was talking about, I
mean she's expanded, she's putin massage therapy and she's put
in all these other revenuestreams.
But because she was making themoney in her practice, she had
the funds and she was able to doa lot of other things, and
that's really what we're talkingabout.
So the opportunity is bigger tomake more money.
(22:24):
If you're only thinking aboutit like a job, why not just work
for someone?
I mean, why the?
You know, the whole reasonpeople want to be in business is
the opportunity to make moremoney, better their life, better
, be able to set their hours,all of those things.
And but if you're not buildingin the right way, none of those
(22:46):
things are going to happen.
You're going to have moreheadache for less.
Speaker 1 (22:50):
Yeah, completely, completely agree.
So establishing your area ofexpertise, then starting to
leverage that.
So we talked about getting youknow with other network partners
or referral partners and makingthat yourself known in that
realm, I assume updating yourwebsite and making sure that
it's targeted to that specificyeah, so when somebody is like
(23:11):
we talked about, maybe it'schildhood trauma is what you're
focusing on, and so that's whatthe messaging on your website is
speaking to when somebody isready to get themselves out
there and do public speaking.
I know we talked about doinglike workshops.
Do you work with clients a lot,or I assume you recommend but
getting like maybe speaking atconferences or speaking at other
(23:31):
things that people have builtout, yeah, absolutely.
Speaker 2 (23:33):
All that.
Speaker 1 (23:34):
Yes.
Speaker 2 (23:35):
I say step into the expert spotlight, speak, sell
and scale.
So that's sort of yes.
So when you're out there going,you know, getting in front of
the right audience speaking atconferences can be huge.
Let's say, you want to domental health or mental wellness
in a corporate environment, youneed, you're going to have to
(23:57):
get out there and speak Right,you're going to have to be seen
and heard.
So it really all of this ispart of a marketing strategy
that's going to fit what you'retrying to accomplish and there's
no one size fits all here.
When I work with my clients, wefigure out what's going to be
the best path for them, and sothey're not just out there
trying to do all this stuff andand making themselves crazy.
(24:19):
That's not the right way.
You need a great strategybehind what you're doing.
But, yes, absolutely Speaking,getting on stages.
But you have to be in front ofthe people that you can either
partner with and they couldrefer business to you or people
that are, you know, potentialpatients or clients, whatever
(24:42):
you want to call them.
Speaker 1 (24:43):
Okay, that's great to know.
That's a good point, because Idon't know they could be out
there.
But I was like I don't know howmany people go to conferences
just for trauma or whatever itis they're doing, but maybe it's
the referral.
You're going to conferenceswhere you're right, other
network partners that maybe youcan work with, that you can
connect with Awesome, and so Ithink it's great You're talking
(25:05):
about all these ideas, but you,like you said there's gotta be a
strategy behind it, cause Ithink that's where a lot of
people get stuck.
So when somebody comes to youto work with you, what does that
look like?
Tell me about how you helpclients kind of create that
strategy.
Speaker 2 (25:19):
Yeah, the first thing we want to do is figure out
what do you want this businessto be for you?
How much money do you want tomake, you know?
So I like to help people make amillion dollar leap.
How can you make a milliondollar leap?
And so that's going to comedown to, first, your offer
creation, like what are thepackages or the offers that you
have put together that you'reselling?
(25:40):
How are you going to beestablished in the market?
What is that positioning?
How are you going to bedifferent from your competition?
So we look at all thosefoundational pieces and we do
all that before we startmarketing, because you can't
market with the right strategyuntil those basic things get in
place.
What are you selling?
Are your packages going to getyou to the money that you want?
(26:01):
For example, I mentioned the.
You know, if you want to make athousand dollars working with
10 people, okay, how many?
What is your capacity?
We have to look at that right.
And so what would be the modelof your business that could get
you to the revenue that you want?
So all of that has to happenfirst and and getting really
(26:22):
dialed in on that specialty andwhat that looks like, then I
help people put really what Icall the influence strategy in
place and the visibilitystrategy in place.
Okay, you need to do what I callis high impact marketing, and I
already mentioned it write abook, do a show, be out there,
(26:43):
be visible, speak on stages, runworkshops virtually offline.
All of that starts building outyour visibility and it also
raises your authority andestablishes you in the market as
the go-to and as the expert forwhat it is you do.
So that becomes then the nextpiece, and then obviously, you
have to be able to close sales.
(27:03):
And then what do you do beyondthat?
How can you grow that thingbeyond you?
What are the ways that you cancontinue so that you have a real
business and not just a job foryourself?
So many people create a job forthemselves but they don't.
But you're in business.
If you're in business, you'vegot opportunity to build your
wealth and impact more people,and so you want to.
(27:25):
The first thing is you reallywant to just expand your mind to
what is possible.
Speaker 1 (27:30):
Yeah, that's amazing and I know a lot of people that
resonates.
I know that firsthand with someof my clients who've really
been struggling to getthemselves out there as experts
and industry experts and findingthese opportunities, and so I
know there's got to be peoplelistening who are hearing.
This is what I'm looking for.
I need help because I feeloverwhelmed with it all.
(27:50):
So how can somebody get incontact with you If they're
saying you know, I want, I want,I want her to help me do all
this?
Speaker 2 (27:58):
Yes, so you can book a call with me at a cardencom
and you can also follow me onsocial.
I have a big YouTube channel,but you can go to my website at
annelcardencom if you want tojust check things out and just
learn a little bit more.
But yeah, book a call if you'reinterested in doing that.
Speaker 1 (28:20):
Yes, I recommend everyone does.
I think that's a great, great,it's so important and I think
that's probably something a lotof people are lacking, and so
we'll put all those links in theshow notes below and it's.
I've learned.
I took a whole page of noteshere.
I learned a lot already formyself.
Speaker 2 (28:36):
And so.
Speaker 1 (28:37):
I hope I know a lot of people listening are going to
take away a lot, and so I'mgrateful for you.
And also we'll put a link toyour books out there as well,
right?
Speaker 2 (28:48):
So we'll put a link to that in the show notes.
Yes, yeah, and I actually havea new one coming out, probably
this week.
It's going to be called be theone they choose, and it's going
to go into a lot of these.
It's it's the new rules forstanding out and winning the
business, so it's going to gointo a lot of these things that
I already talked about.
Speaker 1 (29:07):
Fantastic.
I'll link.
I'll link those in the shownotes as well so that people can
find those and read those aswell.
But thank you so much for beinghere.
I've learned a lot and I'm justgrateful for you.
Speaker 2 (29:18):
Thank you, I appreciate it.
Speaker 1 (29:22):
Thanks for joining us on the Therapy Business Podcast
.
Be sure to subscribe, leave areview and share it with a
practice owner that you may know.
If your practice needs helpgetting organized with its
finances or just growing yourpractice, head to
therapybusinesspodcom to learnhow we can help.
Marketing your practice is hard enough already,
but positioning yourself in away where you are a sought-after
expert is really challengingand something that, honestly, a
lot of practice owners don'tquite achieve.
Well, today, my guest, annCardin, the author of Expert in
you, is going to talk about howto position yourself in a way
that people look to you for yourexperience and expertise and
(00:22):
they are drawn and attracted toyou, whether it's through public
speaking or through onlinepresentations or podcasts or
whatever you're doing to getyourself out there, making
yourself the expert.
My name is Craig and I'm theowner of Daisy Financial
Coaching.
Our team is on a mission tomake your therapy practice
permanently profitable.
If you own a solo or grouppractice, we're here to help you
(00:45):
build a business that createsmore time, makes more money and
serves more people.
This is the therapy businesspodcast.
All right, and we are so gladto have you here on the show
with us.
How are you doing?
Speaker 2 (01:02):
I'm doing great, Craig.
Thanks so much for having me.
Speaker 1 (01:04):
Yeah, I'm super excited for this one.
I was perusing when we firstgot in contact, which I feel
like has been a little while ago.
I looked at your website and Igot excited and even just before
this call, I was looking atyour website again, got
re-excited because I was like,okay, I'm going to learn a lot
today as well.
But let the audience membersknow who are you, what is your
business, what do you do?
Speaker 2 (01:26):
Yes, so I am a business consultant.
I also do run a marketingagency, a media and marketing
agency.
My entire business is builtaround helping people really
stand out in their market to beable to get more clients and
build, get the best clients evenbut really establish that
authority and that expertisethat I like to say influence
(01:48):
your market.
So all of the pieces that gowith that is a big piece of what
I do with people.
Speaker 1 (01:55):
And it's such a need, I think, in every industry, but
specifically in therapypractices, because I think a lot
of times we talk about a lot onthis show, but it's people go
to grad school to becometherapists and they end up
working for somebody else, andat some point it's like, you
know, I think I can make more orhave more freedom of time to do
it myself, but no one evertaught them how to market
themselves or how to run thebusiness side, and so that is
(02:18):
just something we're alwayslearning and always trying to
hone in on, and so what you dois really, really helpful, I
think.
Speaker 2 (02:27):
Yeah, create that market fame.
Speaker 1 (02:28):
Yes, so let's tell me more about that.
Speaker 2 (02:31):
So for somebody who's listening, what are some of the
best ways to get yourself outthere and establish yourself as
an expert?
Yeah, one of the first thingsto do is really think about your
positioning in the market.
How are you different from yourcompetition?
And if you are in business foryourself, you do have
competitors, right, it doesn'tmatter what you're doing.
So how are you different fromyour competition?
(02:54):
So one way to really do this,to separate yourself from
everybody else would be to gomore specialty or specialized.
That might be one directionthat you could go.
Maybe that would be with kidsonly, maybe that would be weight
loss, maybe that would beanxiety, or there are so many
(03:14):
different ways that you could goand there's no shortage of
people in any of those areas.
But when you establish yourselfas an expert for that particular
thing now, you can buildreferral partners.
So that's one way to reallybuild your business.
You can write a book aroundthat, all of your marketing,
everything that you're doing.
You could go out and speakabout it.
(03:35):
All of that will help you buildyour market fame, so to speak,
and really become known in yourmarket.
And it's really not hard to dothis in a local market.
It is work, but it's not hardto do it, and I did it offline
many, many years in many of mybusinesses before I ever did it
(03:55):
online.
In fact, it's interesting, Istill have people that recognize
me from some of those oldbusinesses because I had done
that.
I built such a name for myself,and that's really what we're
talking about building a namefor yourself so that there's no
doubt this is what you do, thisis who you're for.
That is the first step.
That's like the foundation ofyour business.
Speaker 1 (04:17):
Great.
So building a name for yourself, which and as we are talking
about that, local, I think youknow, with therapists there, I'm
going to say somewhat local.
Some of them may have licensesin a few states, but usually
it's most of them are workingjust in the one state that
they're licensed in.
And so, yeah, that almostprobably is a relief to hear,
(04:37):
because I think we are in thisday and age.
You just hear all these thingslike you know, podcasts,
obviously, or have YouTubes, orget on blogs and all these
different things that are morenational.
Reach and concerns I hear a lotof times are well, what if
people come to me and I'mreaching out to people who I
can't even work with because ofthat?
So, thinking on the local side,where should somebody start?
(04:58):
If somebody were to come to youfor the first time?
Be like I'm trying to build aname for myself, what are some
of the tips you give them forthe best place to start?
Speaker 2 (05:05):
Yeah, and some of this is going to depend on who
your market's going to be or howyou're going to establish
yourself in the market.
So, for example, if you'regoing to target kids, tiktok
might be the place right.
If you're going to target highlevel professionals, linkedin
might be your place.
So it's really aboutunderstanding first who are you
trying to reach and being very,very.
(05:29):
It's really about understandingfirst who are you trying to
reach and being very, very, veryprominent on that platform.
But then also how can you nowalso get to them offline?
So the best model is a hybridmodel where you're doing a lot
online and you're doing a lotoffline.
But offline would be thingslike speaking, building
partnerships.
You could be running events,you could be running small
workshops or partnering withpeople and doing offline events.
(05:50):
I did all of that for years.
But you can also really buildyour business online as well,
even if you're trying to do itlocal.
In fact, it's easier to do itlocally because you can run paid
ads.
You can have that podcast, thatshow, that YouTube channel.
I always say you should have anexpert platform and that's
usually going to include somesort of show or something that
(06:13):
you're doing to really continueto build on your expertise and
let people see what you're allabout.
So now people do vote onlinebefore they ever come and talk
to somebody offline, unless eveneven if you're referred, people
still check you out.
You really need a very strongonline brand and presence and
(06:35):
expert platform.
So I would say both of thosethings are places to start.
Is that helpful?
Speaker 1 (06:42):
That's so helpful.
Yeah, and that's good to hearthat both, even locally, online
is still valuable, as you'resaying.
Speaker 2 (06:48):
them like that's true , you know, people are there.
Speaker 1 (06:52):
They are there, yeah, and they're coming to see your
content and if you're going tobe leading.
You know if they're, if they'relooking for a therapist and
they go to a website and there'svideos of you talking and
there's a podcast of you talking.
You create that connection andit's such a relationship based
engagement.
It warms them up.
Speaker 2 (07:11):
Yes.
Speaker 1 (07:13):
So that's huge, and I guess reaching too many people
is a good thing, right?
Speaker 2 (07:17):
Yeah, absolutely.
And here's the other thing.
So I like to expand people'sminds when I'm talking, because
I help people build businesses.
One of the things that you cando is you can partner with
people.
So if you're if you can onlywork with somebody locally, you
still can partner with people inother states, and there's ways
that you can still work togetherand build other revenue streams
(07:40):
.
There are other things you cando to build more revenue into
your business versus justtrading your time for money, and
so I love for people to thinkeven bigger, like what are other
things that I can offer or whocan I partner with?
But not only that.
When you establish yourself asan authority and an expert and
(08:00):
you're influencing people, evenin your local market, you can
also get paid more premium fees.
You could attract even betterum patients.
If you call them patients, youcould attract even better people
to your business, um.
So all of those things buildyour revenue and they they start
to build your business.
(08:20):
But, more than anything, whenyou build that authority,
there's no question about youbeing the best, and so you think
about that doing the heavylifting for you.
Now you don't have to.
When people come to you,they're going to be ready.
They're about 80 to 90% readyto work with you because they do
(08:41):
feel like they know you, theyalready like you.
If they've seen you out there,you've just warmed them up to
the point that, like they knowyou, they already like you.
If they've seen you out there,you've just warmed them up to
the point that when they areready, or they know someone
that's ready you're going to betop of mind, first person they
think of.
And that's so easy to do in themarketplace today.
In the old days we had to likerun front ads and it was
(09:01):
expensive, and now we have allthese tools and opportunities
that we can do that soorganically and easy.
Speaker 1 (09:09):
Yeah, 100%.
And as you're saying that, I'mthinking I'd heard it once said
you know, like there's a reasonthat a surgeon makes a lot more
than you know your generalpractitioner because they are
specialty.
They specialize in this onething knees or whatever you're
getting surgery on.
So to specialize in something,that's huge.
I mean, obviously I'm on atherapy business podcast so we
(09:31):
coach all kinds of businessesbut we also specialize in
therapy practices, so thatreally rings true.
So, as somebody is looking atgetting out into their local,
you alluded to doing workshopsor partnering with local people
what have you seen work and Iknow, maybe not even just
specific to therapists, but withsome of your clients or some
things you've tried what haveyou seen work?
(09:52):
Or how can maybe somebody gettheir foot in the door to do
that?
Speaker 2 (09:56):
Yeah, I mean, that's really not hard to do when
you're going to run, say, alocal workshop.
So one of the easiest ways isto find out who else has got
your people.
So first you have to establishthat foundation.
What are you going to be knownfor?
What are you going to be theexpert and the authority for?
I worked with a therapist andshe was able to charge three
(10:17):
times more than other people perhour because she worked with
people that had eating disorders.
Well, that's very special, andshe partnered with other
therapists that sent thosepeople to her.
So she didn't even have to do alot of marketing.
She still was out there and shewas visible.
But she got so much businesscoming to her.
(10:40):
Her biggest issue was how do Inow grow this and expand my
practice?
And so that's kind of whatwe're talking about.
But if you're going to do, say,a local event, who is it you're
trying to pull into the room toshare expertise and really help
them and give them value, andwho and who would have those
(11:02):
people?
So here here's an example Um,you're dealing with kids, maybe
that have some kind of an issue.
Would it be coaches?
Maybe that would have thosekids?
Would it be, um, people sellingservices to those kids that you
could partner with.
So thinking about who has thosepeople and how can they help
(11:29):
you kind of curate that audienceor those people in the room
with you.
So that's an easy way and youcan get.
I mean, Chamber of Commerce hasfree rooms and restaurants.
You can do things withrestaurants.
There's just so many ways to dothat if you're going to do it
offline and then online you cando things with restaurants.
There's just so many ways to dothat if you're going to do it
offline and then online you cando it as well, love it.
Speaker 1 (11:47):
So like an online workshop or webinar where people
can sign up and attend.
Yes, great, yeah, and I thinkeven sometimes the online.
For me personally, as I admitsome of these, the fears that I
think a lot of people have withthese is like what, if no one
shows up, online At least, if noone shows up, no one knows.
But yeah, there's justsomething about nobody showing
(12:08):
up while you're there live inperson.
But I think partnering withsomeone, like you were saying,
really could probably helpovercome that, and I never
thought of that.
Anytime I thought of doing alive in-person workshop, I was
thinking just me and I'llpromote it and cross my fingers
that some people show up to it.
Speaker 2 (12:23):
So I think it's a great idea to partner with
someone.
Yeah, strategic partnershipsare great.
In fact, I just ran a two dayonline event about a month ago
and I partnered with someone andshe promoted it and a lot of
the people that were there werefrom her, from her email list
and and from her.
It was.
It's a really high level eventand the attendance was 95% show
(12:48):
rate for both days, and so it'sjust how you're doing it, how
you're putting pieces together.
Yeah.
Speaker 1 (12:53):
Yeah, that's fantastic, that's super great.
And going back to something youeven talked about with
partnering with other therapists, which again is maybe something
we overlook because I thinkit's easy to look at all of them
as as competition.
But you're right, if we'respecializing in different things
, uh, that's a huge, huge areaof opportunity of um, not only
setting yourself up as valuableto send somebody else you know,
(13:16):
I have a connection that I thinkwould be really good for you or
vice versa, business coming in,and so is that a good place to
start.
Is it Cause, as people are like, oh, who should I talk to
Doctor?
Like, who do I talk to?
Maybe therapists, othertherapists is a great starting
point for connection?
Speaker 2 (13:32):
Yeah, it's a great way.
In fact, my client that Iworked with that was a therapist
.
She did partner with doctors.
She partnered with othertherapists.
They didn't want to deal withthat.
That wasn't something they did.
And so because she specialized,she got a lot of business from
other therapists and from otherpartners.
And but you have to.
(13:53):
You have to do that becausehere's the one thing if they
feel like you're competition tothem, they're not going to send
you business, right.
But if they feel like you aretruly exceptional at something
and you would do a better jobthan they would, they would
recommend you all day long.
And then you can and this isprobably going to vary state per
state you might even be able towork out some sort of a money
(14:18):
exchange or some sort of arevenue opportunity there where
you're partnering and again,that's going to be dependent on
the state and what theregulations are.
But in a lot of cases, forexample, realtors can't do that
opportunity there where you'repartnering, and again, that's
going to be dependent on thestate and what the regulations
are.
But in a lot of cases, forexample, realtors can't do that
a lot, but they can give giftcards and they can get around it
right.
So there are ways that you canget around things if it's an
(14:41):
important thing for you, butit's powerful to do that and it
really can help you build yourbusiness faster.
Speaker 1 (14:48):
Yeah, that's great, and I think so, even going back
to what you said to start with,which was figuring out what
you're going to be known for.
And then maybe from there it'sseeking out other therapists who
so let's say, you're like I'mgoing to be known for trauma and
so you're like I don't I'm notgoing to really want to do
marriage, counseling or workwith kids or any of those, and
(15:08):
so that's a great place to start.
Looking out is okay.
Who are those people thatspecialize in that, who maybe
don't want to do trauma or Ialso know there's different
licenses that people carry.
So if anyone listening has aspecific license, maybe connect
with people who don't have thatbecause you're going to be.
They can start sending thosepeople to you because you're,
maybe they can't or don't wantto handle them.
So there's a lot of opportunitythere.
Speaker 2 (15:30):
Yeah.
Speaker 1 (15:30):
Yeah, I think that's fantastic you can even pick a
particular market.
Speaker 2 (15:34):
So let's say you're in a big city, for example, and
there are, you know, hundreds ofthousands of people or maybe
millions of people, and you caneven go deeper than just trauma
Maybe it would be trauma aroundchild abuse, maybe it would be
trauma around.
So you can go deeper and reallyspecialize and there's going to
(15:55):
be more than enough people thanyou could ever serve in most
cases.
But you'll get all thatbusiness because now you are the
go-to person for that Right,and then you establish that in
the market.
So everybody knows you're thego-to person for that.
And again, it's easier to dothat locally than it is to do
that on a global stage or on aglobal level, which is what I do
(16:18):
in my business.
So I can tell you it's easierto do it local because I did it.
But yeah, you, but even, evenglobally, you can set yourself
apart in the industry, in or inyour field that you're in.
Speaker 1 (16:30):
Love it, love it, love it.
Yes, I think that's locally.
I could see that becausethere's less, just less, people
that could carry that sameexpertise and, honestly, very
few people are actuallyshowcasing themselves as
industry experts on something.
Most people are generalists.
They're so desperately tryingto get clients that they're
(16:51):
trying to appeal to everyone andthat's spreading them thin.
That's making it to where theycan't charge as much as they
want to charge.
So it sounds like what you'resaying is, by doing this, you
might not only going to get moreclients, but you're gonna be
able to charge a lot more forwhat you're doing.
Speaker 2 (17:05):
Yes, yeah, and if you think about you had kind of
mentioned a general practitioner, right.
So if you think about a brainsurgeon, a brain surgeon has
this instant credibility, thistrust, right, you wouldn't go
shopping around for a brainsurgeon.
You would just realize, youwould just believe that they
knew what they were doing ifthey were a brain surgeon.
(17:26):
But if your doctor retired, youjust go find another doctor,
right?
So?
And you're only going to paythem so much for that visit, and
so that's really what we'retalking about here.
It's about really elevatingyour brand and elevating what
you're so great at and what youdo.
That would be completelydifferent from other people in
the market and it really doesmake you the go-to, and people
(17:48):
don't question the pricing orthe money when you are
specialized, when you are thebrain surgeon, they, you
wouldn't go price shopping for abrain surgeon, you just right.
And so it's the same thing andthat might sound like a silly
comparison, but it really trulyis the same thing.
(18:10):
When they believe you're theonly person, the go-to, they're
going to pay for that, yeah.
Speaker 1 (18:18):
And a lot of our therapists.
Some of them want to takeinsurance, but I would say
majority feel stuck takinginsurance and they want to
switch over to private pay wherethey can dictate their rates.
There's a lot of fears andstigmas around it Fears of leads
dropping out, but also justvalue and will people pay what
I'm asking?
(18:38):
And so it sounds like havingthat specialty can really really
help bridge that.
Speaker 2 (18:43):
Even the people who maybe they have insurance like I
want to hire you because youare the industry expert on this
and it's worth the extra moneyin my pocket to get it well, and
here's another way to look atit, and I don't really know what
therapy rates are and thingslike that, but here's a way that
you can think about it.
If you're charging, let's say$300 an hour, okay, and or
(19:06):
you're selling a package, maybe,if you're.
If you're charging, let's say$300 an hour, okay, and or
you're selling a package, maybeif you're.
If you're selling something andyou know that they're going to
need this many sessions andyou're selling it almost like a
package.
But let's just say you'recharging $300 an hour and you
know three people would be athousand dollars, or you could
work with 10 people at a hundreddollars, I mean, which is not
(19:30):
going to grow, right, becauseyou're going to max out, you're
going to tap out, and so thatthat's really what we're talking
about.
So just because you don't takeeveryone, doesn't mean that your
business can't grow because youyou're going to max out at some
point anyway can't grow becauseyou're going to max out at some
point anyway, and so if youthink about that, it's a lot
(19:56):
less work.
It doesn't mean you can't takeon other people.
If you want to do that, or maybeyou can offer some sort of a
scholarship programming orsomething you can offer some
sort of help to certain people,but for the most part you're
still one person.
So it's what?
What do you want to make fromthat practice?
You're building a business Ifyou and there's overhead and
there's things that you have topay for in that business, so you
(20:18):
can't think about yourself likean hourly employee.
It doesn't work in a business.
You have to be able to.
I always say you need to beable to make three times what
you would as an employee just tomake the same amount of money.
But here's where the differenceis.
The opportunity is bigger.
You have all these differentways that you now can make money
(20:39):
and different uh, differentideas and revenue streams that
you can add in where you don'thave that when you're an
employee.
So that you know that's thedifference in having a business
if you are treating it that way.
Speaker 1 (20:53):
Yes, absolutely.
There's so much opportunitythere.
But you're right, it's um, as atherapist she's working for
another practice.
Your scalability is only somuch.
But when you own your ownbusiness, you got to find a way
to really stretch out, becauseat some point your capacity is
going to get so thin that you'relike I have other stuff to do
besides just meeting withclients.
(21:14):
I have marketing and I have torun the business, do the
finances and so, yeah, the lesspeople I'm seeing, I need to
kind of almost get as tacky asit sounds in this circumstance
more bang for my buck on each ofthese clients.
Just, you need to get morepremium clients and pass off the
ones who maybe, if they needinsurance, there's other
therapists that you could referto.
(21:36):
I think that could be the otherreferral partner piece of it.
Speaker 2 (21:40):
But it is hard to do this.
If you don't do the otherthings we've talked about, if
you're not the specialist, ifyou haven't, you really don't
stand out in your market.
It it's really hard to do that.
It's hard to justify the prices, it's hard to justify the
increase.
So those it it's not just onepiece, they'll raise your prices
right, it's all of these thingsthat build a more powerful,
(22:01):
robust practice.
And and, by the way, that clientthat I was talking about, I
mean she's expanded, she's putin massage therapy and she's put
in all these other revenuestreams.
But because she was making themoney in her practice, she had
the funds and she was able to doa lot of other things, and
that's really what we're talkingabout.
So the opportunity is bigger tomake more money.
(22:24):
If you're only thinking aboutit like a job, why not just work
for someone?
I mean, why the?
You know, the whole reasonpeople want to be in business is
the opportunity to make moremoney, better their life, better
, be able to set their hours,all of those things.
And but if you're not buildingin the right way, none of those
(22:46):
things are going to happen.
You're going to have moreheadache for less.
Speaker 1 (22:50):
Yeah, completely, completely agree.
So establishing your area ofexpertise, then starting to
leverage that.
So we talked about getting youknow with other network partners
or referral partners and makingthat yourself known in that
realm, I assume updating yourwebsite and making sure that
it's targeted to that specificyeah, so when somebody is like
(23:11):
we talked about, maybe it'schildhood trauma is what you're
focusing on, and so that's whatthe messaging on your website is
speaking to when somebody isready to get themselves out
there and do public speaking.
I know we talked about doinglike workshops.
Do you work with clients a lot,or I assume you recommend but
getting like maybe speaking atconferences or speaking at other
(23:31):
things that people have builtout, yeah, absolutely.
Speaker 2 (23:33):
All that.
Speaker 1 (23:34):
Yes.
Speaker 2 (23:35):
I say step into the expert spotlight, speak, sell
and scale.
So that's sort of yes.
So when you're out there going,you know, getting in front of
the right audience speaking atconferences can be huge.
Let's say, you want to domental health or mental wellness
in a corporate environment, youneed, you're going to have to
(23:57):
get out there and speak Right,you're going to have to be seen
and heard.
So it really all of this ispart of a marketing strategy
that's going to fit what you'retrying to accomplish and there's
no one size fits all here.
When I work with my clients, wefigure out what's going to be
the best path for them, and sothey're not just out there
trying to do all this stuff andand making themselves crazy.
(24:19):
That's not the right way.
You need a great strategybehind what you're doing.
But, yes, absolutely Speaking,getting on stages.
But you have to be in front ofthe people that you can either
partner with and they couldrefer business to you or people
that are, you know, potentialpatients or clients, whatever
(24:42):
you want to call them.
Speaker 1 (24:43):
Okay, that's great to know.
That's a good point, because Idon't know they could be out
there.
But I was like I don't know howmany people go to conferences
just for trauma or whatever itis they're doing, but maybe it's
the referral.
You're going to conferenceswhere you're right, other
network partners that maybe youcan work with, that you can
connect with Awesome, and so Ithink it's great You're talking
(25:05):
about all these ideas, but you,like you said there's gotta be a
strategy behind it, cause Ithink that's where a lot of
people get stuck.
So when somebody comes to youto work with you, what does that
look like?
Tell me about how you helpclients kind of create that
strategy.
Speaker 2 (25:19):
Yeah, the first thing we want to do is figure out
what do you want this businessto be for you?
How much money do you want tomake, you know?
So I like to help people make amillion dollar leap.
How can you make a milliondollar leap?
And so that's going to comedown to, first, your offer
creation, like what are thepackages or the offers that you
have put together that you'reselling?
(25:40):
How are you going to beestablished in the market?
What is that positioning?
How are you going to bedifferent from your competition?
So we look at all thosefoundational pieces and we do
all that before we startmarketing, because you can't
market with the right strategyuntil those basic things get in
place.
What are you selling?
Are your packages going to getyou to the money that you want?
(26:01):
For example, I mentioned the.
You know, if you want to make athousand dollars working with
10 people, okay, how many?
What is your capacity?
We have to look at that right.
And so what would be the modelof your business that could get
you to the revenue that you want?
So all of that has to happenfirst and and getting really
(26:22):
dialed in on that specialty andwhat that looks like, then I
help people put really what Icall the influence strategy in
place and the visibilitystrategy in place.
Okay, you need to do what I callis high impact marketing, and I
already mentioned it write abook, do a show, be out there,
(26:43):
be visible, speak on stages, runworkshops virtually offline.
All of that starts building outyour visibility and it also
raises your authority andestablishes you in the market as
the go-to and as the expert forwhat it is you do.
So that becomes then the nextpiece, and then obviously, you
have to be able to close sales.
(27:03):
And then what do you do beyondthat?
How can you grow that thingbeyond you?
What are the ways that you cancontinue so that you have a real
business and not just a job foryourself?
So many people create a job forthemselves but they don't.
But you're in business.
If you're in business, you'vegot opportunity to build your
wealth and impact more people,and so you want to.
(27:25):
The first thing is you reallywant to just expand your mind to
what is possible.
Speaker 1 (27:30):
Yeah, that's amazing and I know a lot of people that
resonates.
I know that firsthand with someof my clients who've really
been struggling to getthemselves out there as experts
and industry experts and findingthese opportunities, and so I
know there's got to be peoplelistening who are hearing.
This is what I'm looking for.
I need help because I feeloverwhelmed with it all.
(27:50):
So how can somebody get incontact with you If they're
saying you know, I want, I want,I want her to help me do all
this?
Speaker 2 (27:58):
Yes, so you can book a call with me at a cardencom
and you can also follow me onsocial.
I have a big YouTube channel,but you can go to my website at
annelcardencom if you want tojust check things out and just
learn a little bit more.
But yeah, book a call if you'reinterested in doing that.
Speaker 1 (28:20):
Yes, I recommend everyone does.
I think that's a great, great,it's so important and I think
that's probably something a lotof people are lacking, and so
we'll put all those links in theshow notes below and it's.
I've learned.
I took a whole page of noteshere.
I learned a lot already formyself.
Speaker 2 (28:36):
And so.
Speaker 1 (28:37):
I hope I know a lot of people listening are going to
take away a lot, and so I'mgrateful for you.
And also we'll put a link toyour books out there as well,
right?
Speaker 2 (28:48):
So we'll put a link to that in the show notes.
Yes, yeah, and I actually havea new one coming out, probably
this week.
It's going to be called be theone they choose, and it's going
to go into a lot of these.
It's it's the new rules forstanding out and winning the
business, so it's going to gointo a lot of these things that
I already talked about.
Speaker 1 (29:07):
Fantastic.
I'll link.
I'll link those in the shownotes as well so that people can
find those and read those aswell.
But thank you so much for beinghere.
I've learned a lot and I'm justgrateful for you.
Speaker 2 (29:18):
Thank you, I appreciate it.
Speaker 1 (29:22):
Thanks for joining us on the Therapy Business Podcast
.
Be sure to subscribe, leave areview and share it with a
practice owner that you may know.
If your practice needs helpgetting organized with its
finances or just growing yourpractice, head to
therapybusinesspodcom to learnhow we can help.
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