Cash Based Practices | The Niche Decision That Fills Your Schedule

What's up, guys? All right, today I'm going to talk about what is your freaking micro niche. Now most of you guys are probably thinking, Kelly, duh, it's pelvic health, or it's eating disorder, or it's lymphedema, Uh, or it's like, that's my niche, like that's clearly my niche. Yes, but no, it's actually still too broad. If you're an oncologist therapist, if you're a lymphedema therapist, these things are still too broad. What specifically do you treat? So if someone on a plane sitting next to them says, hey, what do you do? What do you say? What do you say? You say I'm a PT? You say I'm an OT? Do you say I'm a PTA? Do you say, I help these people out? What do you say? That's your 10-second elevator pitch that we're going to come up with today. So number one, you have to be very, very clear on what the micro niche is, and it cannot just be pelvic health. It's got to be more specific. You have to understand what problem you are trying to solve for someone. And number 3 is you're going to learn how to get people to start to notice you, to start to notice you and want to actually work with you. So what's your niche? Pelvic health, duh. No, we got to go deeper. So is it postpartum? Is it endometriosis? Is it IC? Is it tailbone pain? Leakage with CrossFitters? Chronic pelvic pain? Hip pain? What is it? Those are the things that we want to know. Male pelvic health, C-section moms, that's very specific. Like, who do you actually want to treat? So I want you guys to pause right now and think, if I could treat anyone the rest of my days of treating, who, who are your patients that you're like, man, I really vibe with these people? Is it postpartum moms? Is it the chronic pelvic pain that has lots of like, you know, issues and the fact of you got to help put all the pieces of puzzle together and you like the challenge of that? Is it CrossFitters that have hip pain or leakage? Is it male patients? Because they all come in like little, you know, they're all terrified and then they walk out of there like feeling amazing. And that's, that's super cool to feel. Is it people that just want to get their abs back and you're going to help teach them how to work their abdominals well? Like, who is it? We have to, we have to niche down. So when I first came When I first came on to Northern Virginia and started my own practice, I niched to hips because I love treating hips and I saw a lot of them and I was good at it. I was just getting results and I was like, you know what, I absolutely love hips. To me it was easy. So I was like, I want to be known for hips and pelvic floor. So I combined both of that. That's why I called the company Ortho Pelvic, okay? Because I was combining the orthopedic component, the hips, and the pelvic health, which is the pelvic floor. So anyways, I saw the gap and I was like, you know what, we're combining these, this is going to be it. And because I was just seeing hips slash pelvic floors, um, I got known with all the doctors for treating hips, and that's how I built Orthopelvic. So you've got to niche down, even though I know it sounds scary. But Kelly, I like postpartum, but I like tailbone pain. You can treat all that. Trust me, my clinic now sees over 19 different conditions. But we just started with hips and pelvic floor. So don't be afraid to niche because the more niched, the more known you're going to become. I promise you that. Just, just listen and do the thing and I promise you it will work. Okay. Um, okay, now next thing, you gotta research the topics that you're trying to do. So let's say I want to pick postpartum mom, that is going to be my niche. And the postpartum mom, I'm going to go to Amazon and I'm going to Google postpartum mom and I'm going to see what comes up. So let me see if I can do that right now for you guys. If we go to Amazon, there's my Amazon account. Okay, we're going to Google postpartum mom. Oops, I spelled it wrong. Let me just take out this O. Postpartum mom. Okay, so now there's these peri bottles, there's some vitamins, there's these binders for pregnancy, there's different lotions, there's maybe some outfits, maybe some underwear to wear. So what I'm doing is I'm thinking about how can I help solve the gap with these products potentially that are up here? Okay, how can I help solve these products? Or help solve the the in-between gap and position my company to help. There's also gifts. So I'm going to look at these bags and maybe I'll get ideas like oh when someone is postpartum, I'm going to send them a water bottle because we all know they got to drink a lot. Maybe some nipple cream. Maybe some I don't know some soap stuff. I don't know what's in these boxes, but you can look and get ideas and say you know what? I'm going to position it this way. So I like this, it's called Bump Box. So can you create a form of a bump box in your clinic that's gonna actually help with postpartum recovery that you're gonna send your mamas? So that's what you wanna look at. And then what else are they giving? Oh, they're giving a book, maybe for mental health. Maybe they're gonna give a bracelet with the kid's name on it. Maybe they're gonna do some kind of supplement, some recovery tea. So I'm looking at this to get ideas on how I can find the gaps in the marketplace. That's very, very important. All right, so let me go back to my list here. Next thing. All right, so then you're gonna go to Facebook, type in postpartum mom, see what comes up. Gonna go to IG and look at hashtags of postpartum mom. Look what comes up. Screen sharing has stopped. All right, let me try it again. Okay, um, then Know what postpartum moms buy. So I'm going to Amazon. If it's on Amazon, more than likely they're buying it. That's why it's there. And I'm looking at the reviews. Do people love it? What do they love about it? What are they saying about it? Okay, so think about this. Postpartum moms, what are they buying? Maybe they're buying themselves a massage. Maybe they're buying themselves a meal plan. Maybe they're buying themselves different clothes to wear because now their body has changed. What are they doing? Maybe they're going to get their nails done to make them feel well. Well, if they're doing that, I need to be at the nail salon positioning myself. Okay, where are they dropping their kids off? Is it at these daycares, schools, playgrounds, churches? Where are they dropping their kids off? That's also a place I want to be. What gyms do they go to? How are they getting their body back? Okay. Is there a Burn Boot Camp around you? We know those are mecca mama gyms because they have childcare at them. There's other gyms as well, but we know that those are really, really good. So what other gyms— what gyms could you hit up that actually cater to moms that have, you know, kids, especially in the postpartum phase? Okay. What terms are they actually using? So my CrossFitters They're gonna use double unders. They're gonna use wall balls. So if I'm, if I'm presenting and wanting CrossFitters to come in, I need to be having stuff on my website that says like, don't leak during double unders, don't leak during box jumps. I wouldn't have something on my website that says don't leak at the trampoline park. You could have that, but it's not specific to CrossFitters if I'm trying to target that. I'm trying to target burn boot camp moms. They call something, it's called something like the burn bar. You can do like tricep dips on it, you can do pull-ups on it. I'm gonna say get your burn bar. Again, CrossFitters, I'm saying double unders on my website. Child's pose if I'm saying, if I'm trying to target yoga people, okay? So who is your niche? You've gotta use that wording everywhere, on your marketing, on your website, social media, all the things. What products do they buy? Again, you're going to look at that. What OB does everyone like in the area? How you're going to find out that is go to Facebook and say, "Hi, I'm a pelvic health therapist." Position yourself first, but don't say, "Come see me." Hi, I'm a pelvic health therapist, and I'm just moved to the area, and I'm wondering who is the best OB in the town. And then you'll get a whole list of OB, and they're like, "Oh, you're pelvic health therapist too." Can you tell me a little bit about you? And you can get a client from that, okay? If not 2, 3, 4, 5, 6, okay? What hospital do you prefer? So you're gonna go in these groups and ask questions in these mom Facebook groups. You're gonna ask questions and you're gonna figure out where are my people at? What prenatal yoga services are they seeking? Are they trying to get like the best ab routine? Are they trying to do— take care of their skin? And what What skin line are they putting on? Like, I've got to figure that out. Now, this is very important. What's your 10-second elevator pitch? What is it? So one could be this: I help postpartum moms gain confidence, because this is what they really want, they want to gain confidence, without having leakage with jumping so that they can return back to the activities they love. That's my 10-second elevator, elevator pitch. It takes me 10 seconds to say it. Now here's my one-minute one. It's a little bit longer. I help, and you can also say we help, by the way. We help postpartum moms regain confidence without having leakage with running, so that they can return back to jogging via our six-step method or process to live a life without meds and surgery. Here's another one. I help postpartum mamas improve athletic activities to regain confidence to be able to. Return to sports without difficulty. This would be more if you're like targeting a CrossFit population. This one would be more towards if you're targeting like a marathon runner, or you just want to treat moms that have leakage with running. Like, this would be it. Okay, so now we're going to do this together, and I want you to be thinking about what do you want. So I help— what is your subcategory? Is it tailbone pain? Is it males? Is it postpartum moms? That goes there. Who do you help? It needs to state it right up front. I help the mom pooch. You can also state that right there. Okay, achieve— what do they want? What is their goal and desire, which I'm going to get into in a second? They want flatter abs for this mom pooch. I help get rid of the mommy pooch, or get rid of DRA. People don't know that, so I would say the mommy pooch. By improve— by decreasing the pooch. Okay, that's the pain and frustration. They don't want the pooch. Okay, so I help, I would say, postpartum moms decrease— here's the pain— decrease the pooch or increase a goal and desire. Okay, goal, desire to improve their flat abs or to improve their abdominal function, something like that, without Feeling self-conscious about the way they look in jeans, something like that. Okay, so what is their without? What's their biggest fear? Again, it's all laid out here for you. So you would pick what's their biggest fear. They're not going to get rid of it, but they're going to have to go up a size in their clothes. That's their biggest fear. Okay, so that you don't have to go up a jean size in your clothes. To be able to wear whatever clothes you want and return to the activities you love, or be able to wear whatever clothes you want so that you can feel confident on the day-to-day. Like, you can also put that in there too. Okay, so when it comes to DRA and they call your office, they're postpartum, they're like, I just want to decrease my DRA. All right, what they're really saying— this is very important— they're really saying, I am self-conscious I don't like this pooch. I am calling you because I want flatter abs and I want to get rid of this pooch. So can you help me with that? So their pain and frustration is that they are self-conscious about the mom pooch, and they may also have pain, by the way. They could have pain. What do they want? They want flat abs and they want to get rid of the mom pooch. That's what they want. What's their fear? That they're never going to get rid of it, that they're gonna have to switch the clothes up, they're gonna have to go up a size. Their dreams and aspiration is to fit in the jeans that maybe they once weren't able to fit in, to wear the shirt, the tight-fitting shirt that they once maybe were never able to wear, or they were able to wear and now they can't wear. That's what they want. So you've gotta speak to the dreams and what they inspire to be like. So you're going to use this and you're going to create a clear vision for your marketing message on what you actually are going to achieve by them— by you seeing them. What results are you going to give them? That is what we're doing right now. And that is called your marketing message, very clearly stated in 10 seconds to a minute-long pitch Of what you do. So when someone asks you, hey Kelly, what do you do? Then you say, I help postpartum men and women, or men, not men and women. I help postpartum moms be able to return back to fitting in their jeans and feeling confident without the fear of people judging them, or something like that. Like, again, I'm just making this up, but that's what you guys gotta figure out, okay? Now leakage, pain and frustration. They're embarrassed. The biggest thing why they're calling you is not because they have leakage, because they're embarrassed they have leakage. Okay, their goals: being able to sneeze without leakage, go to the gym and be a part of community without feeling like they have leakage. They want to wear the colored pants and not have to wear the black pants because everything blends in with those black pants. Their fear is Is that they will be working out and have to stop, and mentally that could kill someone. The fear is they're embarrassed about the urine stains on their pants. It's a big fear. Okay, like am I gonna be able to do this exercise or am I gonna have to stop because the freaking urine's gonna come out and this is gonna be so embarrassing I gotta leave the gym? Goals and desire or dreams and aspirations. Dreams that they can do any workout without leakage. They they Inspire to be— they're never going to have to change their clothes ever again. They don't have to bring the extra clothes in the bag and change their underwear and change their pants midway through their workout. You know how embarrassing that is? You know how time-consuming that is? Then you feel like your workout's not worth it because you just now took, you know, 15 minutes to clean yourself up and change and get back out there. Then what are people thinking? Okay, intercourse. Let's talk about that if you really want to treat intercourse people. Okay, their pain's frustration. Their pain with intercourse is they have pain. Okay, they can't connect with their husband. That's the real pain, or their spouse. Okay, they can't have a baby because there's pain. The goals and desires: they have intercourse and not have to worry about the pain. They can connect with their husband at any given time, and they don't have to be worried that they're going to have significant pain, be able to have intercourse and have a baby. Their fear is that they will never be able to connect with their husband again, and they may end up getting a divorce. That's a big fear. Their dreams and aspirations is be able to connect at any time with their husband or be able to have a child at any time with their, with their spouse. Okay, so now you're going to try to create your own one here. So I help— you can put postpartum moms achieve pain-free sex. Okay, because we're decreasing the pain, so pain-free sex without— what's the biggest fear that they have? Without, um, or I would say to be able to connect with their spouse So that they can have what? Have sex anytime without pain. Okay, that would be my mission statement there. Okay, and that goes on my postcard, that goes everywhere, my website, top of my website. It's the first thing you see at the top of the website is this. This is very important to get down. Okay, so this is how you find your micro niche. If you have questions, let me know in the chat. But this is what you're going to do. You have to make sure this is very clear.