Building Word of Mouth Marketing

UNCAGED CLINICIAN
Blog

July 6, 2025

Be clear and direct!

One of the shiny objects that can grab business owners' focus is the latest, greatest way to market.

There are even those who advertise that "If you aren't doing THIS, then you are losing!"

That's fine and dandy, and all. But what most people - clinicians, business owners, and coaches, alike - don't give too much attention to is one marketing method that has existed for ages: Word of Mouth.

In a time where everyone is looking for the cheapest and easiest way to do things, ways which require as little effort as possible, Word of Mouth (WOM) marketing checks all the boxes.

It literally takes no (extra) time, and doesn't cost a dime!

Yet, so many downplay this approach; or poo-poo it altogether.

One of the biggest reasons is that it is hard to put a ROI to the method.

Certainly if not done efficiently, Word of Mouth can be both unpredictable and inconsistent.

However, there are ways to nurture a WOM system that works in your favor.

And the best part of it all?

People end up paying YOU to be on your marketing team!

Expanding your WOM network will yield more results with implementing four top tips.

Be direct and clear about WHO.

So often we ask others "If you know anyone who needs (PT/OT/SPT), would you mind telling them about me?"

This is a challenging task for person to whom the question is being asked.

It is doubtful that they have someone in their life whom they know who are sitting at home wishing they knew a good therapist to see.

We might be working with the individual for more of a Wellness situation.

Unfortunately, the client may not recognize the difference (even though they have agreed to a "wellness" plan of care). Thus, they could be confused themselves as to what therapy can do, or why it is helpful.

Most likely, our request simply goes in one ear and out the other as soon as we part from the client.

Help the customer to identify who you desire by painting a picture for them, almost like a "Wanted sign" from the old Wild Wild West.

Imagine you are presenting them with their high school yearbook.

If you want them to identify your person for you, give them a specific picture in the yearbook; don't ask them to peruse through it to see if they recognize anybody.

Capitalize on their confessions of wins.

Pay attention to their proclamation of successes that they are achieving.

You may need to lead them to exclaiming their testimony. This can be done by pointing out the progress that you see them making.

It is in their excitement that you simply ask them to share that story with others.

It is O.K. to request that they not make their time with you about (physical/occupational) therapy.

Rather, encourage them to speak about their adventures and how you enable them to do the things they love.

Sure, we love it when our customers proudly proclaim that they "have the best therapist in town".

The truth is that this statement falls on deaf ears.

Furthermore, the client may not equate the work you do with them as being "therapy". Thus, their message to others will be vague and uncertain.

A great example is the messaging from Norwegian Cruise Line. One simple word: "More!"

The actor excitedly tells the camera how he loves "More!" and how Norwegian delivers more of everything: more adventure, more drinks, more food, more sun, more, more, more.

The closing line of the commercial is: "Experience MORE with Norwegian!"

Not one single word about is mentioned about Norwegian's boats. Nothing. Nada.

Morale of the story: Don't have your clients talking about the boat!

Give them a reason to talk about you.

Every single business that exists in the world has at least one common denominator, which is the success is built upon the relationships built.

Unfortunately, there are many who regard getting to know your customers as taboo.

On the contrary, your practice will thrive because you get to know your people.

Show them that you care about them, their family, etc.

While we shouldn't divulge our deepest darkest secrets and worries in life with our clients, developing personal relationships on some level will take us far.

Ideas of how I have made my client relationships personal include:

Taking someone their favorite cookies, a flower on Mother's Day, small Christmas gifts/cards, bringing in the trash bin, watering plants for them, referring a totally unrelated service to them (handyman, for example), taking them up on their offer for lunch or dinner, text messages just to check in or to share about a vacation, and more.

Give them a Directive.

It is amazing how powerful a directive is to the human brain.

Think about it; when we tell our kids "DON'T ........." they will DO whatever you said after the "don't".

Why? Because the last thing the brain hears is a directive.

It is the very reason why professional golfers learn to have inner dialogues that remind themselves to "hit the ball to the right of the pin", and NOT "don't hit it in the water".

A directive can be given when the person is telling you about the progress they see.

This is the perfect time to say: "That is so awesome, Mary. Hey, when you are talking to your friends about me, would you tell them that story?!"

Three boxes are being checked in this situation:

1. The person hears "Do THIS", which means they are 2-3 times more likely to do it.

2. They are told exactly who to be talking to about us (their friends).

3. The desired story to be shared about their relationship with us is clarified.

There are a variety of marketing systems that can lead to your practice's success.

These four tips will help you to create a system that works with a level of effectiveness.

And the best parts are that Word of Mouth won't eat into your valued time, and it won't cost you any money. Your clients will be paying you to do your marketing!

For more insights and personalized guidance for becoming the entrepreneur you dream to be, visit uncagedclinician.com and schedule a free Growth Strategy Call with us.

Let's work together to break through the ceiling and unlock the full potential of your practice.

Also, be sure to check out our website for other resources!

Your Success is our success!

The UNCAGED team