Brand Your Practice Podcast

All right, everyone,

welcome in to the top five

proven lead magnets to grow

your practice email list.

So I'm going to wait just a

minute to get started here

as people are popping in.

All right, we got to see.

We had over 50 people

register and usually a handful show up.

A lot of them will just

register to get to replay,

which is totally fine.

I have Troy with me today.

Troy is my virtual assistant,

my very capable, uh, virtual assistant.

And so he's going to be

interacting with you in the chat.

If you have questions,

when I mentioned links,

he's going to hunt them

down and put them in the

comment chat box.

So, um,

So thank you, Troy, for joining.

And now I'm just going to

kick Troy out because I

just want to let him introduce you.

He's going to be in the background.

All right.

Spring is trying to break

forth here in Chicago.

And with that,

there is lots of pollen and sickness.

And that is what I have.

I think I have allergies and

a bunch of other stuff jumping in.

So let me.

Oh, wait, I'm not live anymore.

What?

Okay, I guess I'm back live.

I was no longer alive.

I don't know what happened there.

All right, well,

let me reintroduce Troy then real quick.

What happened?

Troy's going to be joining

for the webinar.

He's going to be in the

background answering

questions that you have in

the chat and also pasting

links and things that I

mentioned in there.

And I think we can just go

ahead and get started.

I think I mentioned at the

top of before whatever

happened that there was

over 50 people registered

for this webinar and

usually a handful show up,

but most registered to get the replay.

So welcome in if you're

watching the replay.

All right, Troy,

I'm going to kick you out

and we'll bring you back in

if there's questions.

So thanks for managing the

back end and helping us out.

All right.

Here we go.

Let's jump in.

The top five proven lead

magnets to grow your email list.

And the reason why I call

them proven because I have

tested them and I've used them myself.

And I'm going to give you a

pretty interactive webinar.

I'm going to give you some overview,

give you some topics,

and I'm going to break it

down to show you kind of

like a behind the scenes,

what your tech stack,

the software you need and

how to implement

some of these things.

So please get ready to ask a

lot of questions,

ask them ahead of time so

they show up in the chat

and that way we can answer

them accordingly.

All right, so let's jump in.

All right, practice owners want,

they want a sales funnel

that creates a pipeline of

new client leads coming to

their practice.

They want a sales funnel

streamlined so they can

sleep at night and not have

to worry about when

someone's gonna schedule an

appointment with them.

An essential part of a

powerful sales funnel is

capturing email addresses

to nurture at scale and with automation,

nurture that relationship

with your readers and

subscribers because

everyone who comes to your

website may not be ready to

schedule an appointment.

In addition,

just because you have a sign

up for my newsletter on

your website doesn't mean

that people are going to sign up for it.

In fact, we are way,

way more protective of our

email inbox these days.

The mindset of giving

somebody your email now has changed.

They're basically like, okay,

I'm going to give you my email address,

but I want to make sure

you're giving me something

valuable in exchange

because I'm giving you

direct access to me and my attention.

But the problem is when it

comes to lead management,

and this is what we're

looking to solve today,

is that most practices do

not have a lead magnet,

that kind of economic exchange,

giving something for free

and receiving an email in exchange.

They don't have that.

So I'm gonna show you the

five proven lead magnets

that I've used in my

practices and my business

to collect email addresses

that ensures that you're

providing value for that subscriber,

that new subscriber,

and also builds trust with you, okay?

And to kind of give you some

context to where we're at,

is uh I gave this webinar

not too long ago is that um

we have this sales funnel

and there's really three

main stages sometimes

people like to use four I

like to use three and keep

it simple you have the

curiosity stage is they're

asking can you solve my

problem so on the home page

you are asking questions

you are answering those

questions right can you

solve my problem yes I'm a

counselor I have this many

years of experience and

here's some ways that I help people

Here's some client testimonials,

all those things.

In a future webinar, I think in June,

I'm going to be giving

about how to really create

a high converting,

high engaging homepage for your website.

The second stage of the

funnel is the enlightenment stage.

And that client lead,

that potential client is asking,

can I trust you?

And really what we're going

to be focusing on is this

lead generator right here.

And that lead generator is going to help

Answer that question.

Can I trust you?

Right.

So that's kind of where

we're at in the sales funnel.

And here are here's what's at stake here.

So I explored in my last

webinar on how to start an

email newsletter and why

email is so important in

building a brand and

connecting with your ideal client.

And the reason is that

social engagement is down.

It is way down.

So if I was to go over here,

social engagement is down.

It's low.

And really, when it comes to social media,

especially, it's pay to play.

So most platforms, except for TikTok,

at least for now,

you have to pay in order to

get that reach,

in order to get that

awareness on social media platforms,

unless you go viral.

But that's like lightning in a bottle.

If you want your post to be

seen from your business account,

whether that's Facebook, Instagram,

you know, whatever,

you have to pay for that.

And you'll see here in 2023

some statistics in that social,

the engagement rate and how

they measure this,

but engagement rate's down.

And this has been coming for a long time.

So Instagram, Facebook, Twitter,

like all the engagement's

down except for TikTok.

But when it comes to email lists,

your engagement is up.

And if I can zoom in here a little bit,

you may be able to see that open rates,

which is an engagement metric,

is above 20% right now in

these last several years,

most of the years.

And it's only climbing.

Rand Fishkin at SparkToro

argues that Google's

click-through rates and

social media engagement

have fallen and emails

remained a marketing workhorse.

He argues, statistically,

it's better to trade 1,000

new followers for a single

email subscriber.

That's how lopsided the value exchange is.

And here's the thing.

Email has to be an essential

part of your sales funnel,

an essential part of your

marketing strategy.

Again,

I said not everyone's ready to

schedule an appointment,

but if you can get that email address,

you can nurture that relationship.

And so when they're ready for counseling,

they're going to choose you

over the competition

because you've already

built a relationship with them.

Number two,

you need an email newsletter

and you need a lead magnet,

which is the purpose of

this conversation is

because social media is

borrowed land and you have

no control over it.

They can change the algorithm.

Someone on the inside could

not like your content and click suppress.

Click one button and your

reach is downgraded.

Um, and social media, you know,

who knows there's

legislation right now to

ban Tik TOK or something like that.

So you just never know.

And you never want to build

your whole business on just one platform.

You were on borrowed land.

You do not own the direct

access to your ideal client.

And number three,

email is still sacred space

to speak directly to your audience.

So you have to get their email address,

um,

you'll see a lot of people

on social media the main

call to action is subscribe

to my email or download my

free guide that they're

trying to get people off of

social media and youtube

whatever and on to their

email list okay before we

go forward I want to make a

couple announcements is

The Group Practice Scaling

Summit is coming up in just

two weeks now.

It's in beautiful Chicago.

We have a few spots left.

You can purchase your tickets.

If you stay to the end,

I'll give you a discount

code for $100 off.

But it's sort of like a TED

Talk event where you get to

actually listen to great

content but ask a lot of questions.

And we're purposely keeping

it small and kind of build

some community there.

And let's face it,

being a practice owner can be lonely.

Being a group practice owner

could even be even more lonely at times.

So go to

brandyourpractice.com slash summit.

We are going,

including your ticket is a

meet and greet that's going

to be happening Monday

night at Luminati's Pizza in Oak Park.

It's deep dish.

We're paying for it and

we're paying for the drinks.

We're also paying for your

breakfast and your lunch,

those two days or the day and a half.

And we have some great

topics that are going to

help you scale your practice.

So be sure to check that out

and sign up as soon as possible.

If that's interesting to you,

this webinar is brought to

you by TheraSass.

Next one.

And welcome in to those who

are going to the conference,

the Meet You in Kentucky conference.

I will be there.

I'll actually have a

Therassass booth there if

you're interested in having

a CRM to help you organize

all your intakes.

But I'm also presenting on Twitter.

Friday,

which is the presenter day with a

breakout at 9 a.m.

And I'm going to be talking

about how to build a

powerful sales funnel for your practice.

And I'm going to give away a

lot of the free stuff that

I share in that webinar.

So welcome in all the meet

you in Kentucky folks who

are joining this webinar

and hope to see you next month.

All right,

stay to the end and I'll give

you a bunch of free stuff.

Okay, seven years ago,

I think it's important for

you to kind of know a

little bit my context if

you don't know who I am.

Seven years ago, my beautiful wife there,

she was six months pregnant

with that little chubby boy

down at the bottom, Simeon.

She was six months pregnant

and she came home from the

agency she was working at.

She was getting her hours in.

She was working on her

counseling degree and

getting her hours in.

And she said, Brent,

I would like to actually

start my own practice.

And I want it to focus on

kids ages 2 to 12.

And I want it to be 100% private pay.

So you'll also notice at this time,

we had twin girls who were

two years and who were just

two years old.

So that means we were going

to have three kids under

the age of three.

I didn't have a marketing degree.

I never started a business before.

We didn't have money to pay

someone to build us a

website or a sales funnel

or a lead magnet.

I didn't even know what those things were.

We lived in Chicagoland to be near family,

and we just couldn't live

on my income alone.

Chicago is a very expensive place to live.

And we were starting from

absolute scratch and we had

to make this business work.

And so I went down the

rabbit hole on how to create videos,

how to do branding, marketing,

WordPress websites, creating a website,

like all those things that

are needed to just get a business going.

SEO, all those confusing things.

And for several months,

that's what I obsessed about.

And then we launched Kid

Matters Counseling shortly after.

And seven years later,

there's my beautiful family.

Seven years later,

That's what they look like

seven years later.

And then Kid Matters

Counseling is now nine clinicians.

It has grossed a million in revenue.

We are still 100% private pay,

and we actually have over

3,500 email subscribers.

And the lead magnet that I'm

going to be showing you has

contributed to that amount

of growth in our email subscribers.

Since then, those last seven years,

I've gone on to help launch

and scale up over 12 private

practices across the country.

So what that means is I'm a

full stack marketer.

I've done all the things, Google ads,

Facebook ads, content marketing,

WordPress websites, SEO, branding.

I've also done all the content creation.

So YouTube, I've done vlogging,

branded newsletters, podcasting,

course creation.

I've all done that for myself,

for my businesses.

I'm also,

I forgot to show you that I'm a

StoryBrand certified guide.

And here's the other thing.

My mission is really to help launch, grow,

and scale 10,000 private

practices by 2030 by these

different vehicles,

different businesses I have here,

TheraSAS, Play Therapy Toolbox,

which is an e-course,

the Private Pay Practice Program,

which is an education

course as well with some coaching,

and then also Brand Your Practice,

which is pretty much a

small media company at this

point providing value.

And I also have some

services attached to that.

All right, so here's the plan for the day,

or at least for this next hour.

I'm gonna show you a little

bit the purpose of a lead magnet.

Try to also address some of

the objections that the

skeptics might have out there.

I'm gonna show you some lead

magnet topics that you

could be choosing from.

Then I'm gonna show you the

five lead magnet formats

that I think work really, really well.

And then I'm gonna give you

kind of a lead magnet tech stack,

a live demo behind the

scenes and how to connect

everything together.

All right.

That is the plan.

All right.

Let's jump into the purpose

of lead magnets.

And again,

please be putting your questions

in the comments so Troy can

cue those up for us.

All right, the purpose of a lead magnet.

The first one is really to

qualify the client lead or

the prospective client.

Those who download that PDF

or whatever it might be,

they're very interested in

solving a problem that your practice

can solve,

or at least a solution that your

practice can provide.

They are on the verge of

wanting counseling if

you're a couples therapist.

So, okay, let's put it this way.

If you're a couples therapist,

you want to make sure that

you create a lead magnet

that helps couples because

you want to be able to qualify that lead,

right?

You don't want to write

about your top five Netflix

shows for couples, right?

That's a blog post, not a lead magnet.

And I'll get to that in just a minute.

But it actually qualifies

that lead because it's

showing you they're taking

like a micro transaction,

a micro step to download

something that will help

them solve a problem.

And that's a signal to you.

They are on the verge of

scheduling a counseling

appointment or whatever it might be.

The second thing that a lead

magnet will do

is build trust at scale.

So a lead magnet does two things at once.

It really provides a free

resource that helps solve a problem,

which positions you as a trusted guide,

but it also will open up

another problem that is

uniquely solved by your services.

So by solving that first problem,

you build trust,

And then because free value

will build trust.

And that's why I'm doing this webinar,

right?

Just to be honest with you,

like this webinar is to

help build trust with you.

And a good lead magnet will

build enough trust for them

to consider buying from you

because you've positioned

yourself as this trusted guide.

You're giving away free

content that helps them

solve a particular problem.

Number three.

is that a lead magnet will

differentiate you from the competition.

So just like an author of a book, right?

An author can create,

can build a relationship with the reader,

with their book.

A lead magnet will also

allow you to build a

relationship with potential clients,

allowing to give,

allow them to experience

your unique voice or your

unique perspective and how

you can help serve clients better.

I mean, for example,

like if you deal with

trauma and dealing with the

symptoms of trauma,

you can have your unique

perspective in helping them.

Maybe that's EMDR,

maybe that's somatic or a

combination of the two,

whatever it might be.

So the lead magnet gets you on,

puts them on your newsletter and

And that way you can

continue that conversation.

So let's say they download

the lead magnet.

Well,

they're also now you can send them

emails and newsletters on

other areas that you can

help solve problems, right?

They get to know you and your personality.

No joke.

I have heard stories from my clients,

my service clients, partnership clients,

where they've had someone

on their email list for

like two years before

they've scheduled an appointment.

But they signed up those two, like prior,

two years prior,

through the free lead magnet.

And I've had people reach out to me.

They're like, you know,

I've been reading your

email for two years.

I'm ready to launch my

private practice or whatever it might be,

right?

So I don't even know this person, right?

But I've been developing a

relationship with them.

That's the power of a lead magnet.

Okay, so let's get into the second one,

how to choose a lead magnet.

Well, the first thing,

it has to solve a problem for free.

So people come to your

website because they have a problem.

And if you don't try to help

them solve that problem or

at least talk about the

problems that you help solve,

they're going to leave

because you're not relevant to them,

right?

Their brain is saying, you know,

does this website,

does this counseling

practice help me survive and thrive,

right?

And if you don't,

you're going to lose them.

The same goes with your lead magnet.

It has to help solve a

problem and it has to be for free.

All right, the second thing is

The problem and the service

have to be aligned.

So when you're talking about

topics for a lead magnet,

this goes without saying,

but your lead magnet has to

align with the counseling

services or testing

services or psychiatry

services that you provide.

So if you're a therapist,

do not have your lead

magnet be about rare cat breeds, right?

That's just gonna confuse

everyone coming to your website.

Choose a common and

significant problem that

will connect with your

ideal client and the

services you provide.

So if you work with children,

maybe you have a lead

magnet on the topics going

to be around childhood

anxiety or childhood OCD or

how to parent an ADHD child.

If you work with teens,

think about topics that are

around self-harm or anxiety

or addictions or how to parent a teen.

If you work with couples,

focus on communication

issues or infidelity or co-parenting.

If you work with trauma, you know,

think about maybe a trauma

survival guide.

And I'll show you something

like that in a little bit.

Or common signs of trauma or EMDR.

EMDR is really growing in popularity.

So maybe you want to focus on that.

If you work with just women, right?

So maybe focus on,

I'll show you a lead magnet.

We have something called the

32 hidden signs of anxiety

that women need to know about.

So think about those issues

that women might be

struggling with and write

about them or put a guide

together to make that the

topic of your lead magnet.

All right, and then number three,

have a great title for your lead magnet.

And there really are two

conditions for a great title.

The first one is you want to

have a title that's clear and simple.

So again,

you don't want them burning

calories or creating

confusion as they're

reading the title of your lead magnet.

And state the benefit and

possibly allude to the time

and effort that you took to create this.

So it's going to, I'll show why,

but psychology is that

there's like the effort

bias or something like that,

that if someone perceives

how much effort you've put into it,

It's going to equate to more.

It's going to be more valuable to them.

They're going to equate more value to it.

And I'll show some examples in a minute.

The second thing is you want

to I call a pain avoidance.

People want to avoid pain.

So they are more likely to

download a lead magnet that

helps them avoid loss or

suffering or some sort of pain.

All right.

So, for example,

I did this I did this lead

magnet a handful of years

ago for a fence contractor.

And I was like, how about this?

Five questions to ask your

fence contractor so you

don't get ripped off.

All right.

So the title's clear, right?

So you just hear our five questions.

And here's the pain that

you're trying to avoid so

you don't get ripped off.

All right.

Here's a few more titles.

25 ways to practice

mindfulness to lower

anxiety and increase self-care.

So we said 25 ways because

that seems like that's a lot.

Like there's the effort bias or whatever.

So there's a lot of value

because it feels like a full guide.

But it's a clear title,

practice mindfulness.

And here's the benefit,

lower anxiety and increase self-care.

Here's that other one we created.

I created with Chantel,

32 hidden signs of anxiety

that women need to know about.

Here's another one,

the free trauma survival guide,

discover ways to reconnect with your body,

engage with your emotions

and connect with others.

Uh,

here is another one that I've created

with my clients,

the couples communication toolbox,

discover the hidden keys to

emotional intimacy are less

arguing and empathetic listening.

Again,

that's kind of showing a toolbox

kind of shows that it's a, you know,

fairly significant, um,

item, the lead magnet,

it's going to have some

value and a clear title.

And here are the benefits.

I mentioned this at the

beginning of the webinar,

but this is the one that has helped grown,

uh, grow my wife's, um,

practice email list,

15 signs of childhood

anxiety and how to help.

And inside of it is really a checklist.

Those 15 signs,

a couple of exercise and how to help.

And then other things about

the practice and how they

actually help children and their anxiety.

All right,

so I'm going to throw it up to

anyone who has any

questions here so far around lead magnets,

anything that I've talked about.

And so I'm going to bring Troy back in.

I haven't seen any.

Hey, Troy.

I haven't seen any.

You're kind of like a co-host, Troy,

so you can unmute yourself.

Hi, Brent.

Hang out.

Hi, everyone.

Yeah.

So, yeah.

I don't see any questions on there.

Oh, where do you post the lead magnet?

Okay.

Hey, Heather.

Yeah, great question.

on your website.

So what you could do is I

like to put it in different parts.

One, I like to have a pop-up,

which I'll show in a little bit.

I have a pop-up, you know,

pop-ups you're like, oh,

that's so annoying, but you know what?

They work.

They work better than anything else.

So you can have a pop-up that has,

I'll go ahead and show this.

Troy,

you can also show these comments if I

forget to do it too, I think.

but I'm going to have like

an exit and exit intent pop-up.

So when that mouse goes up

to the corner to close out the window,

it's going to pop up or a

scroll depth pop-up.

They scroll so many pages or

so many percentage down the

page and it will pop up or

there's like a time based pop-up.

So yeah,

So there's that.

And then I like to put like

a sign up in line.

They call it an inline sign

up form somewhere on your

website and maybe on the

margins of your blog page.

If you have a lead magnet,

it's really working.

I like to have it in two or

three places for people to download.

All right, Nikki.

Good question.

How would you do a lead

magnet for group practices?

So the lead magnet,

the 25 signs of mindfulness

is a group practice.

The trauma one that I showed

you earlier is for a group practice.

It's helpful if you have a

niche for a group practice.

So my wife's practice is

obviously a group practice.

If you don't,

Then, oh, yeah,

I have another practice

that does – works with

children and couples.

So they have a couple

different ones on their service pages.

So on your couples page,

you're going to have maybe

a pop-up or an inline opt-in box for it,

and they can –

sign up that way for on the couples page.

And then if you work with children,

or if there's something else,

so you could have technically,

you could have a lead

magnet for each one of your services.

And it's a lot of work.

But that's how that's how I

would conceptualize it,

because you want your lead

magnet to align your with your service.

You know,

you're going to get your most

traction on your homepage.

So, you know,

whatever service you want to

promote and grow,

the most, put that right on your homepage.

Troy,

I'm going to have you bring up the

next one from Margaret there, or Margot.

Can you actually highlight

that one if you put your

cursor over it and say show?

Do you see that?

No?

It doesn't allow me to do that.

Oh, man.

Okay.

I got to give you more permissions.

Margot asks, where should the pop-up go?

I like to put them all over your website.

The pop-up,

I want every single page to

have the pop-up on it,

except for maybe your thank

you page or your conversion.

If someone schedules an appointment,

you can send them to a thank you page.

I try not to do that there.

Or your

sign up for an appointment page,

the form they need to fill

to schedule an appointment.

But there's ways where you

can set it up where, excuse me,

if someone clicks off the pop-up,

it won't show for another five days,

so it's not like every single time.

There's different ways you

can set it up depending on

the program that you have.

Follow-up question.

Do you ever put the sign-up in the header?

Uh...

I've never done that.

I don't know if I've seen that done.

Actually, you know what?

I know I have.

I have seen that.

Creator Science does it, I think.

Because his main call to

action is sign up for my newsletter.

So he doesn't want anyone

really signing up for his

services until he engages

them with their newsletter.

That's the main call to action.

So I've seen that right in

the very top of the page.

It just says it.

Oh, okay, Margo, like Margot Robbie.

Got it.

Yeah.

Just finally watched Barbie

for the first time a couple

weeks ago with my wife.

We missed the cultural experience.

We had to catch up.

All right, let's keep going.

Those are good questions.

Thank you, Troy.

You look great, by the way.

Thanks for joining me.

All right, let's keep going.

Keep your questions coming.

Keep your questions coming.

All right, here we go.

Top five proven lead magnets.

All right,

so here is the 15 signs of

childhood anxiety.

So here's the thing.

People love checklists.

So the first one is really checklists.

They love checklists.

It communicates that you've

taken a problem and that

they are trying to solve

and you've broken it down

into manageable steps.

If you don't have any lead magnets at all,

this is the best place to start.

Figure out that topic.

and turn it into a checklist.

And this, uh,

lead magnet has been actually

downloaded over 2000 times.

Second one, ultimate guides.

Many of you have been on,

are on this webinar because

you've probably downloaded

one of my ultimate guides at some point.

The ultimate guides take a lot of time,

but they're incredibly rewarding.

Um,

Because the ultimate guide

also communicates like, this is a weighty,

this is going to be thick.

This is going to be good.

I'm willing to exchange my

email for this guy, right?

It's going to help solve a problem.

So I created with this guide

also with a lot of SEO in mind.

At the time,

Google's algorithm was

favoring and rewarding

in-depth authoritative content.

They've changed it.

It's much different today.

So it doesn't rank as high

for a lot of reasons.

But this is a...

This has worked really well for me,

the launch guide.

So I basically took a 4,500 word blog post,

how to start a private

practice and turn it into a

10 page checklist and

resource with further links

to other videos and things like that.

And then I took that

resource and then I turned

it into a 24 minute long

YouTube video because

YouTube is a search engine

and that's one of the

places I wanted to grow my brand on.

so that's kind of the distillation of this,

um, ultimate guide and, uh, oops.

And this one's been

downloaded over 4,000 times

since July of 2021.

All right.

This, the third, uh, proven lead magnet,

uh, format is an email course.

This is not an e-course.

It's an email course.

So for those who've, uh,

gone to Therasash, you'll see this pop up.

And this is just an educational,

think of it as almost like

an ultimate guide if you want,

but it's an educational

course delivered through email only.

So it's an email course that,

it's typically longer

emails and they're designed

in a way to help digest the content.

And in those emails,

it could link out to other resources.

You have other videos,

whatever it might be,

but email's the primary vehicle.

So here's an example of what

that looks like.

So you can see it's got emojis.

I'm spacing things out.

Got bolded words.

But you're teaching them through email.

That's all it is.

People love these.

What I love about these

email courses is that it

doesn't take a lot of time to create.

It doesn't involve a lot of

design like a multi-page

PDF or anything like that.

The course,

a typical email course is

usually five to seven days long.

So you have your topic and

you spread it out over five

to seven days.

And there's usually in the

last couple pages, or sorry,

in the last couple emails,

there's like a heavy call

to action to schedule an

appointment or to buy a

particular product.

That's usually on day six or seven.

And the reason why you want

this is because by them

downloading your lead magnet,

they're raising their hand saying,

I'm interested.

I want you to talk to me

about how you can help solve my problem.

So that's why I say heavy

call to actions towards the

end part of the email course.

The other one is just a typical e-course.

So here's another one we

created for one of my clients.

And what this is...

So traditional e-course, you can,

something like Thinkific,

you need a learning management system.

So like Thinkific or Kajabi

and even Therasas,

my CRM has a membership

course module in it.

And, and,

What I like about courses, it takes time.

It doesn't have to be a big course.

It could be a mini course, right?

You could use different

multimedia so people could

have download PDFs inside the course.

You can have videos on there.

It could be text-based teaching.

Yeah,

you could do a lot with an e-course

and a learning management system.

The individual just signs up

through an opt-in form and

the primary content is

delivered through the

learning management.

So there's like a login and

all that type of things.

OK, the last one is a private podcast.

So I created one for my

private pay practice, which, by the way,

all those businesses I

showed you at the top, you know,

my goal is to get 10,000 to help launch,

scale and grow 10,000

private practices by 2030.

They all those businesses

have a lead magnet of some kind.

And I also want to say all

the lead magnets that we've done,

the first one doesn't always work.

Like you kind of have to

test these things out.

So we got the idea.

I don't know where,

but it's a private podcast.

So what this means is it's a podcast,

but they only get access to

the podcast episodes.

If they opt in,

they sign in and they get

access to a link that they

can then import or

subscribe through their podcast player.

Okay.

So podcasts are amazing.

Podcasts are still growing.

You can get your voice,

which is a very intimate thing,

get their voice into the

ears of your ideal client.

And the setup is pretty simple.

You could just use your cell

phone microphone or you can

upgrade to a nice microphone.

You can open up a Zoom

meeting and just listen.

Start recording using Zoom.

It's great.

It'll adjust your audio

levels and all that stuff.

It'll be great.

You can send it to somebody

to edit if you want,

or you can edit it yourself.

Audio editing is not that hard.

So what I like about the

private podcast is it kind

of also shows some of that exclusivity,

right?

Provides a little bit of FOMO,

fear of missing out,

because you need that URL

to get access to it.

This is a little bit screenshot,

and I'm going to show you

more behind the scenes.

But, you know, we have eight episodes.

You can see up here, if I zoom in,

it's an unlisted podcast.

So that's why they need a

URL to get to it.

All right.

Bonus.

I'm all about some bonuses here.

So the bonus is webinars.

Exactly what I'm doing.

In fact,

I'm going to let you know about my

next webinar.

That's going to be on May 9th.

And it's going to be about

how to automate your email newsletter.

It's going to be a step-by-step guide.

There you go.

So webinars are still great.

They're amazing.

People are using them.

It's a great way to collect

email addresses.

You know,

every time I do a Brighter Vision webinar,

and I love partnering with them,

is there's about 400 new

email addresses that I'll get.

So, or maybe three, yeah,

three to 400 new email addresses.

So webinars are still really great.

They're still very popular.

You can showcase your

personality and build that

authority and trust and

software makes it really easy.

I'm using StreamYard for this.

The only problem with

webinars is that it takes a lot of time.

So practice owners have very

little time to commit to

doing these things.

I spend about 20, you know,

it depends on how much

value you want to bring,

but I spend about 10 to 20 hours,

probably more like 15 to 20

hours per webinar.

But these are great because

webinars you can reuse over

and over again.

So I'll do the same webinar

here in a couple months,

maybe in six months or so.

And that's also the basis

for a forthcoming book.

So I'm like testing out

content for the book that I'm writing.

But webinars are fantastic.

I think it's great.

I think practice owners are

under utilizing these.

I have had a client actually

provide a webinar,

a presentation on signs of

trauma in high school students, I think.

Yeah,

signs of something like that to a

group of parents at a private school.

And it was all done all over Zoom.

And it was a webinar format.

Right.

And she got collect all

those email addresses.

Right.

and build that relationship with them,

okay?

So I'm gonna just take a

quick break here for questions here.

Any questions around what I

just shared on webinar formats?

I'm dealing with a cold right now,

so I'm gonna take a little

vocal break and let you know,

where's Troy?

Let's bring Troy back in.

Hey, Troy, I share.

Yeah, you're back.

You shared a link, the StreamYard.

Oh, is this, yeah, what was that link to?

That's for your next webinar.

Oh, nice.

Thank you.

Yeah,

so click on that link to register for

the next webinar.

Yeah, any other questions so far?

Oh,

we got over 20 people now on the webinar.

I see.

That's great.

Yeah,

put some questions in the chat before

I get to the tech stack.

And I'm going to prepare my

screen for the tech stack.

I got to share a different screen now.

No questions, anyone?

We'll see none.

Maybe we just keep going.

Maybe just give me a thumbs

up if you like what you're seeing.

Or, you know,

send Troy some encouragement.

Send Troy some encouragement.

Okay,

would the lead magnet also be posted

in your SEO blog?

Hmm.

I don't know.

Is that my, yeah, in my SEO blog?

Yeah, let me just show you that,

like what that could look

like real quick.

Brand your practice.

Yes.

I'll get to the blog here.

Give me a second.

So let's see here.

I have my main on my blog.

I have that right.

My, my lead mag right here,

start your own private practice.

And then if I punch into one

of my blog posts,

I have some more league

magnets on the side here on the right.

So you can see that.

Well, man,

it's just popping up everywhere.

There you go.

There's a pop-up.

So yeah,

Hopefully,

I don't know if that answers

your question.

Sorry,

I accidentally left the meeting

while signing up for your next webinar.

Well, welcome back, Heather.

It's good to have you.

So yeah, no problem.

Okay, let's jump in to this next section.

It's a little tricky because

I'm doing multiple things

at once here and it's not helpful.

All right, so a couple of things here.

What you need for a tech

stack is really an opt-in

form and you need an email provider.

So at minimum,

you need software to help

create that opt-in and

consent form box builder, right?

You, we've all seen these things, right?

You see it right down here.

Um,

And then an email provider

to deliver the asset.

So you know what?

Before I do this, let me go back to, well,

I'm going to remove Troy.

And then where are all the reactions?

Smiley face.

Oh, there.

Thank you.

Thank you, Margo.

All right.

I need to stop.

I got to share another screen.

Sorry for that.

Okay, here we go.

So an email providers are like MailerLite,

ConvertKit,

and even Therasas will do this for you.

Where is mine?

Okay, here we go.

Now we're getting back on track.

So for the private practice

launch checklist,

so I've used Canva to

create the graphics.

In the PDF,

I use something called OptinMonster.

So you saw that pop up earlier.

That's using OptinMonster.

Other programs do it.

OptinMonster is expensive,

but I needed it for a lot

of different... I was doing

a lot of different testing

for a lot of different clients,

so it was just a tool.

You don't need OptinMonster,

but I'm just showing you what I did.

And then there's MailerLite

to deliver the assets

itself and the email.

So let me show you a little

bit on this automation.

So every automation is

kicked off with a trigger.

So the trigger is they

subscribe to the private

practice launch checklist, right?

So they download it.

And email number one,

we deliver the asset.

We wait a day and we start our campaign.

Email number two, launch.

Um, and then we wait another day and we,

you know, send it.

So if you guys download this,

you're going to get about

12 emails over the course

of the next 20 days from me.

And I'm just continuing to show value.

Here's a link.

Here's another resource you

have like over and over and over again.

I've gotten so much

wonderful feedback on this guide.

Um, and, um, yeah,

it's worked really well for me.

Okay.

Now it's time for the live demo.

Here we go.

So let me, um,

show you the things.

Let me get back in here.

All right, so for this one,

this is how to convert

calls into clients.

All right, so this is for TheraSaaS.

The opt-in form was created

inside TheraSaaS,

and I'll show you that briefly.

This is what the landing page looks like.

So I have the form down here,

then the form up here in the image.

Uh,

email automation was delivered by

Therasass.

And, um, so let me walk through it.

So here's the form and in Therasass, um,

this is actually for the

private pay podcast.

Oops, forgot the different form,

but similar.

So here's the form and we

embed that form right inside here.

And then here is the automation.

So this is inside ThereseS.

So the trigger is somebody

fills out that form.

And then there's a bunch of

stuff that happens on the backend,

Google Analytics, I add,

but eventually gets to that first email,

which we have a beautifully

designed email here that

the first course or first

lesson of that course.

So this is all about intake

coordinators and sales.

So you can see that here.

So I long, long form emails.

I wait a day, wait step,

and then here it gets email number two,

wait a day, email number three.

And you can see here inside

there is as it shows you

that people are actually in

the course right now.

And they're just on those

different wait steps.

So, um, all so wait, stop, wait, stop,

add content, you know, email, email.

And then I add a little tag

at the end that just lets me know, hey,

they finished the course.

Okay.

And then I also get a little

internal notification because it says,

hey, hey, Troy,

they just finished this course.

You should reach out to them.

Okay.

So that's a little bit

behind the scenes on that

automation and what the opt-in form is.

Okay.

Where are reactions?

Okay.

Got it.

Let's get to the next one now.

So this is going to be the live demo.

This is going to be the e-course.

And this was also built

inside TheraSAS here with

our form builder.

Again, most email, like MailerLite,

ConvertKit,

they all do this to some extent.

And then when they fill out the course,

this is the inside of TheraSAS.

There's a membership module.

We created this course.

And

Well, it's not showing up at the moment.

Whoops.

That's the worst thing.

There it is.

So you have the little like

mini course right here.

And inside each one,

you can see that there's like a video.

You could add files here and, you know,

some text.

OK, so very traditional e-course.

They fill out the form.

They get access to the course.

They get a username and they

set their password.

And this is the back end of

of you setting up your

course and your different courses.

The other thing is really cool.

Well, actually,

I'm going to get sidetracked.

Let's keep going.

Here is the automation on TheraSAS.

So once they fill out the form,

because I was going to show you this,

you grant them membership to the course.

They get an email.

There's a quiz in there that

they can take.

We're just pointing them

back to the course itself.

We wait a couple of days.

Uh, and then we,

you say an email number five, Hey,

meet the team, meet the team at Sirona.

Uh,

and also here are a couple testimonials.

We want you to know about email six,

email seven.

So these are the call to action, like here,

here, their experience, uh, get your own,

uh, appointment today.

So that is how the automation works.

And you can see there's

people inside that automation right now.

Let's see here.

I'm going to see if there's any questions.

Ask any questions so I can

stop talking and answer them.

But let me jump over to the next one,

which is the private podcast example.

So again, this is all built on Therasas.

We got the opt-in here and

you already seen what the

automation looks like.

But let me show you the

backend of Transistor.

Transistor is what I use for

all my clients' podcasts

that we produce for them.

And you can see here that we

created a unlisted podcast,

which basically means every

podcast needs an RSS feed.

And you can share that with Apple and,

you know,

distribute them to all these

different aggregators of podcasts.

But in order to subscribe to this podcast,

you need this podcast feed link.

So when they,

when they fill out the

information on the opt-in form and box,

they're going to get the email.

with this link in it.

And I wanted to show you the

episodes here.

This is what it looks like right here.

And

Yeah, I don't know what else to say,

but these are all the

individual podcasts here.

What Deb and I did here,

the reason why we did this

is that we work with... I mean,

I've launched several with

other practice owners,

private pay practices.

So we had a lot to say about

how to grow a private pay practice,

whether you're solo or a group practice.

And so we created...

like an ultimate guide essentially,

but using podcasts.

We also took those podcasts

and did it in the videos,

and I'll also show that to you as well.

So we did all of this through StreamYard,

I think.

I don't think we did Zoom.

But we have all the videos here.

We used Vimeo.

You could also use YouTube

for this if you want.

That's not a big deal.

YouTube likes to suggest

videos as soon as you're done,

and their algorithm is so good.

You'll get distracted.

I want people to stay on the website.

I want people to stay

engaged with the content.

So that's why we use Vimeo

for all our videos.

But you can easily use this on YouTube.

Let me show you the other thing.

Vimeo has a really cool

thing called a showcase.

So it also nicely arranges

everything here.

And you can watch or listen

to all the videos that we

created for the Ultimate

Guide for Private Pay Podcast.

Let's see.

Do we have more?

All right.

So the next one is going to

be action items.

So any questions?

So let's see here.

Heather's got some good questions.

Let's talk about those.

Heather, would you...

Hey, Troy, I want to bring you back in.

I wish you could hit those buttons for me.

But all right.

Heather asks,

would you consider shifting

this to a source of revenue

instead of being a free solution?

Would it become a paid solution?

I love this question.

OK, so I say if you're just starting out.

Like you got to have the free option.

You can eventually upgrade later,

upsell them into a paid option.

So that could be another

e-course and another ultimate guy.

That's more of a paid

product like for seven

bucks or a hundred bucks, whatever.

There's a whole psychology around that.

I say offer it for free.

You know,

the webinar series that I'm doing on this,

this could easily be part

of a paid course where

people pay maybe 200 bucks

on a sales funnel.

Who knows?

Maybe it might be someday.

But for me, my philosophy is like,

I'm just giving away all the good stuff.

I'm giving you behind the scenes.

A lot of people would

typically have to pay for a

webinar like this and

getting this information.

So for me, I'm like, show,

give it all away.

Uh, because it's going to position you,

um,

as a trusted guide.

So what I'm trying to do,

and maybe a little behind the scenes here,

my own kind of marketing,

what I'm thinking for

myself is that I would love

to be known maybe as the sales funnel guy,

uh, for private practice owners and, um,

see you later,

Troy for private practice owners.

And, um, that's,

that's kind of what I'm doing with this.

So I'm giving away for free.

So I would say, get started,

give it away for free.

Um,

Let's see here.

I created a paid

relationship rescue course,

which I taught in person

with couples at as a workshop.

I would love to create a

lead magnet to my course.

Yeah, that's great.

So I think what you could do.

Oh, hey, Deb.

Yes, Deb, great.

Welcome, great content.

Yes.

Oh, thank you, Deb.

Yeah, so yeah, everyone meet Deb.

There she is.

She's smiling on this image right here.

So back to Heather's question.

Yes.

You could create a lead

magnet around this and, um,

around your course.

You just want to,

you could break down your

course a little bit already, or maybe the,

here's the other thing you could do.

You could give away the

first session or lesson of

your course as for free and say, Hey,

you want the more you can pay for it.

Um,

you could create a checklist that's

based on your course that you have.

I know there's lots of ways to do it.

So, um,

Good question.

All right.

Not seeing any more.

Let's start to wrap it up.

Let me switch screens one more second.

Okay, here we go.

Some action items for us all.

The first step is choose

your lead magnet topic, all right?

So use the framework I've

given you to choose your topic.

For me, I say write out.

Write out the script, write it all out,

get the words down first,

and then you can develop it

if it's a checklist or a

course or an email course,

whatever it might be.

Um, and then, uh, choose,

choose your format.

So get the words first and

then choose the format.

And I would say,

choose the format that

really like best suits you.

I'm way more comfortable

doing webinars these days.

Uh,

I like talking with other people as well.

Um, but also just get started.

Maybe just do a checklist,

get it done or do an email course.

Keep it simple.

Just get it out there and

get it going and test it out.

Cause you're going to have to try, uh,

different formats.

See what sticks.

Or maybe it's just changing the title.

That's what I found.

You just got to change the title.

That's more of a hook.

All right.

So I'm going to give you this resource,

this QR code, and maybe Troy,

you could put it in.

So you could put it in the, um,

in the comment section, the link to this.

So what this is,

this is going to give you

access links to all the, all the, um,

lead generators that I've

shown you today and a whole

lot more so that I would

encourage you to just to

what we call funnel hacking,

just reverse engineer it.

See what I'm doing.

I've already showed you what works.

Um,

And just to experience it

for yourself and see like, oh, I wonder,

oh, this is more my personality,

this type of format.

I don't know, just reverse engineer it.

That's what I've done.

There's nothing new under the sun.

And you're just testing.

You're just testing.

So thank you, Troy,

for putting that in the comments.

Here's the thing with Therasas,

just real quick,

since they did sponsor this,

it's an intake CRM.

So if you're struggling

keeping track of client

leads that are coming into your practice,

And you want to be able to

organize them and have them

not fall through the cracks.

Therasass is a great way to do that.

But Therasass is also a

marketing software as well.

So you could create lead magnets in there,

like I showed you.

You can design beautiful emails.

And it will also send your emails for you.

Something to consider.

So schedule a demo if that's

interesting to you.

We do have a special in April.

40% off.

And there's the code there.

But please schedule a demo

with me to make sure it's a

good fit for you first.

And then I'll give you the purchase page.

If it is a good fit,

you can use that code.

All right.

Other thing, just a reminder,

a hundred bucks off,

just do TheraSass 100 and

get a hundred bucks off the

group practice scaling summit.

Would love to have you in

Oak Park for just a day and a half.

It's going to be pretty great.

And we're going to make sure

you're well fed too.

The other thing is a

reminder for those in the

meet you in Kentucky conference.

I'll be in breakout room

three at nine o'clock in

the morning to talk about

how to build a powerful

sales funnel for your practice.

Thumbnails.

You got to look silly

sometimes gets the attention.

Uh,

the next webinar is going to be in may

is how to automate your email newsletter,

another step-by-step guide.

So a little bit of what I

showed you already, uh,

but I'm going to show you some, uh,

more automation and just

kind of how to connect the things.

And so that, uh,

you can sleep better at

night and your sales funnel

is working for you 24 seven.

Your sales funnel,

your website in particular,

should be a 24-7 sales agent,

your best sales agent.

And email is going to be a

big part of that.

So I'm going to show you

some automation and email

newsletter ideas.

All right, let's wrap it up.

Any final questions?

Margo, thank you.

Glad you were able to join

for the second webinar.

Yeah.

I'm going to be doing more

at least once a month.

Uh, sometimes twice a month,

private pay practice.

I have a webinar with them for the group.

Um, and also brighter vision.

I'm doing some, so it's a web.

I'm giving it,

giving it for a try for a year.

Yeah.

You're welcome, Erica.

Thank you, Cindy.

That's just great.

Any other questions?

I'll hang around for one

more minute and then take a,

What do you call those?

Throat lozenger.

I can't remember it.

Yeah,

please put any other questions in here.

I'm not seeing any.

You know what?

I'm going to bring Troy back

in and just say thanks, Troy,

for joining me.

It's the first time I had Troy,

and I didn't know what to expect,

but sometimes you get

hammered with questions,

and I can't keep them all straight, so...

It's just good to hang out with you, Troy.

Good to hang out with you too, Brent.

If only I could show the

comments on my end, but I couldn't.

Oh, yeah, yeah.

Well, you know, we'll figure that out.

We'll figure that out.

All right, everyone.

I'm going to wrap it up here.

So thank you so much for joining me.

And you'll get an email with

the replay when it's done.

Yeah,

and please ask any questions you have

on the back end.

Subscribe to all those lead

gens so you can see them

and experience them yourself.

And we'll see you in the

next webinar or I'll see

you and meet you in Kentucky.

All right.

Thanks all.

Yeah.