Things I Learned From Paul Mort.

They say never meet your heroes.

Years ago, I heard about the mad genius Paul Mort (update: check out Paul’s new 2021 audio book).  I listened to loads of Paul’s podcasts, and soon after I met him. I expected a loud, fast talking, intense, potty mouthed one man dynamo.  I was pretty surprised when in person he quietly talked about was the Bible, positive thinking, the death of email, and the importance of “word of mouth”. Just kidding. He was just like he is on the podcasts.

The following is what I tell the trainers and therapists I teach about how to build a business.

Updated this list Jan 2021 (from original 2015 post). I saw Paul today and neither of us can believe this post has been read over 20,000 times.

The meat and potatoes of marketing for trainers and therapists.

1. Positioning your business as unique is vital! 
2. Position your business to attract clients who want to invest in themselves (be it business, health,..), don’t market to time wasters/ bargain hunters.
3. Ask new clients for referrals. You are fresh in their mind.
4. The best stories are about results, not technical details.
5. Marketing materials should mimic the client’s voice, not yours.
6. Don’t be afraid to turn away clients that aren’t a good fit. 
7. Stop reading books and remembering 1%, and implementing less. Take notes about what you need to implement. Learn it so well you could teach it.
8. Segment your list because those who already paid need a different pitch.
9. Marketing should be 80% story. They resonate.
10. Quantifiable marketing if possible.
11. “Magic bullets” rarely happen, consistent low glamour marketing is the real deal
12. Write to do lists at night, not in the morning.
13. Get better at writing by writing more.
14. Persistence is more common than genius. Nobody succeeds every time: test, tinker, discard what doesn’t work, identifying what does
15. Target your ideal client.
16. The website should chiefly be a funnel to get emails.
17. Cost / benefit your time on social media.
18. Build trust before going straight for the sale.
19. INFOTAINMENT works.
20. Segment your list because those who already paid need a different pitch.
21. Hire a coach (invest)! Accountability. Put some skin in the game.
22. Don’t forget to market to your local area in person.
23. Use mistakes from past marketing as lessons.
24. Don’t try to hit home runs, go for singles every day. I’m American, no cricket analogies.
25. Create a niche.
26. There is no finish line where you suddenly are content.
27. People spend money to fix problems – to eliminate pain or create gain. 
28. Testimonials that work tell a story.

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Call 01912519892 if you are in the North East and need some Game Changing soft tissue treatment- Active Release Techniques.
Articles I wrote or contributed to:

Telegraph  The ART of Active Release Techniques for Injuries

STACK  The New Age of Golf Training is Creating Stronger and More Athletic Golfers

Athletics Weekly  Performance Therapy for Greg Rutherford

220 Triathlon  ART- How is it different from sports massage

FIT Institute  Research based hamstring therapies

TPI  What Performance Therapy Looks Like For Top Golfers

Podcasts I was on:

Ben Coomber Radio

Propane Fitness