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Positioning. This is your place in the marketplace. I had to change my position as a consulting firm that was in demand instead of “in desperate need.” I needed to stop competing in a crowded marketplace of local “full service” marketing agencies that could do everything for everyone. I had to stop being a commodity. Commodities compete on price, and the cheapest one wins. That is what working really hard for free looked like, and I couldn’t survive that way any longer. Improving range of motion and strength is helpful for knee arthritis but physical therapy has a large focus on strengthening.

I had to become the expert in my industry so that when prospects came my way, I was the only firm they were going to talk to. It needed to become more of a privilege for them to meet with me vs. the other way around. It wasn’t all smoke and mirrors though. I am the industry expert when it comes to direct-response social media marketing with a high ROI. There is no other person with the same expertise as me. (Guess what, the same is true for you.) Lifestyle measures with what is prolotherapy (such as maintaining a healthy weight and exercising regularly) are a great way to stay healthy.

Pricing. Being the cheapest wasn’t paying the bills, and that needed to change. I slowly started to increase new-client pricing. Admittedly it wasn’t until two years later that I finally raised prices with some of my long-term accounts. A lot left, but some stayed even though their monthly services fee was triple what it was when they started. Because even with the price increase, they were still making money hand over fist. This gave us fewer clients but more profit. Everyone was happy. Our minimum monthly fee to work with private clients went from $350 a month to $3,500 a month when I sold the agency. Ten times what it was when I started this process. Being fluff-free is very profitable. Sometimes a combination of therapies for your condition, such as knee cartilage damage for example, may be needed to help control your pain.

Target market. My clients had been confined to the area in which I lived at this point. And that wasn’t working. Local brick-and-mortar businesses in my community couldn’t afford to pay what we needed to earn in order to survive, or for the level of service we really needed to get tangible results. My target market had to grow beyond the five-mile radius of my office to a national and international stage in order to reach those who understood direct-response marketing and were hungry to expand to the digital marketplace. Thankfully, we knew the media channel that could reach a larger audience. (Hint, you are reading a book all about it.) Being overweight or obese can make joint prolozone therapy often makes osteoarthritis worse, as it places extra strain on some of your joints.

Media. First, I needed to actually use media. Up to this point, my marketing centered around my hand reaching out to someone else’s as I shook it. I owned a marketing company, yet grew my business by prospecting personally. In fact, it was all person-to-person, and I needed to scale quickly. I had to grow my list to include those I was targeting and to go beyond those I knew. I started in a channel I was most familiar with, LinkedIn, and then moved on to Facebook, Twitter, and Google+ (remember when that was a thing?). My results were astonishing. But more on that later. If your medial meniscus tear is severe, you may want to avoid high-impact exercises such as running or step aerobics.

Healthy lifestyle habits can be especially helpful for prolotherapy in these days and times.