From the desk of JonCameron Johnson Seattle-ish, WA
In this document, I’m going to break down a NEW SIMPLE, LEVERAGED MODEL that we’ve painstakingly engineered for our clients to install, create and deploy their custom patient education & marketing machines.
A machine that prints pre-sold patients… for their practices.
However let me tell you how I learned this painful lesson by getting “punched in the face” while attempting to grow my own business and get out of the near bankruptcy.
In 2019, I was 2 years into a marketing company I had built from ground up out of my old bedroom in my parents house.
Working with clients that needed to launch their clinic devices, I had built
Learning from my mistakes - I realized that I had no control or curated path for any new prospective clients to find out about what I did. It took a lot of convincing to show what I could do.
This lesson I had learned before, but not for me, but for a client.
His name was Harish, and he owned a clinic that did laser ablation for varicose veins.
He was extremely bullish in his advertising, and we went for it.
Spent nearly $15,000 in his first full month advertising with us.
We ramped his ads up and they exploded. (see screenshot below)
It started at 20-30 leads a day to then 300-400 per day.
So what happened?
We finished the month with 5984 leads. (yay!!)
How many did they close?
Only 3 of them. (boo!)
Why?
We didn’t have the processes in place for taking those leads and converting them, sorting them and nurturing them properly. On top of that, the staff was overwhelmed… they had only called 337 of them.
Here were the problems in a nutshell:
- We didn’t create great clarity around the offer - a lot of leads that didn’t need our solution.
- Team handling leads didn’t have sales training - a lot of uncalled leads & missed opportunity
- No filtering and segmenting systems - a lot of “junk” leads
- No assets to pre-educate on the process - a lot leads that were confused how/why it worked
- Broad ad messaging and imagery - a lot of people who thought our quiz was a game
We ended up losing that client, and I learned a valuable lesson.
Which was the catalyst for changing the direction of how we grew practices.
Not coming from just a “marketing agency” perspective, but more from an “engineering experience” perspective.
This ain’t your standard acquisition model and it’s NOT designed to be a “quick fix” for your practice.
In fact, it’ll most likely be a painful exercise - because it will reveal areas in your practice where you are weak.
Some entrepreneurs will choose to look away (and hope that things will somehow improve on their own). Optimizing for things that are fast.
While intelligent entrepreneurs will become excited at the new prospects of sustainable and focused on things that are certain.
The rest of this letter is for the latter.
Fundamentally there are only 2 ways to grow any business - there are 2 buckets.
Under these 2 things, splits in to 2 more subcategories, which could be split into even more but let’s keep it simple.
- Get more eyeballs on your offers
- Get better conversions out of the traffic you are getting
- Charge more per unit
- Reduce churn + upsells/cross-sells/downsells
Based on what I’m seeing - I believe our model is the best at answer all 4 of these categories.
My intention in putting this letter together is quite simple:
I want to provide you with context —neither to persuade you or to dissuade you — but to aid you in your own due diligence as you seek to answer the question.
Do you want to do business together, or not?
My goal is to equip you with tools, resources & perspectives that will help you shape your world the way you see fit.
On this page, you will gain insights to how we work with those who trust us with their business.
In the nature of FULL transparency and authenticity, as seemingly obvious as it appears, I want you to know that I will get paid or not paid based on how you answer the question at the top of this letter.
It is not the only way I get paid, nor is it the most important way I get paid — but nonetheless you should be advised that as you read this, there is a financial sum at stake.
More-so for you than for me...
Here’s why:
Our main goal here at Etho is to eradicate disease for human civilization.
The first step in our century-long vision is to help practitioners like yourself reach more patients, heal more people - provide more impact.
You can read more about that here.
In that process, we want you to be paid well to help others.
If that is you…
Then keep reading.
Before we get started, to stay compliant - here’s my disclaimer ⬇️
Now that we got that out of the way…
Let me simplify the purpose of “marketing”
Many of our clients (before they became clients) didn’t fundamentally understand the purpose of marketing.
Which is why many of times they thought they had a “need more marketing” or “need an agency” problem, but they were half right.
Here’s my definition:
That’s it. Nothing more.
“Okay well that sounds great… but my marketing has sucked in the past...”
“I’ve worked with a dozen agencies and nothing has worked…”
“FB/IG/YT/Google ads, don’t work for my market…”
“My market is saturated…”
When done right, a single person can manage it - grow it and scale it.
Let me show you the difference.
This model is what’s working today for our clientele to be able to get the patients they want into their practices with a higher percentage showing, closing, and becoming raving fans.
When deployed properly, I have seen this model help practices holistically by driving up not just the niches that you may be deployed in, but also any other offers you may be making but not advertising.
I want to give you clarity on a few key things:
- What our model looks like
- What are the processes we use to grow your business
- What are the steps to getting an outcome
- What is possible with our model
What is this model and how does it work?
Let me break down the 4 pillars of our model so I can make it clear on what high-level steps are.
Each pillar is like a domino, you cannot do them out of sequence - from left to right.
Without you having a great patient offer, we make it hard to advertise AND for patients to buy.
Without powerful conversion assets, we have to educate patients manually, instead of in a leveraged way.
Without good attraction systems, we will get the wrong attention.
Without the ability to scale, you’ll be confined in your ability to create impact and income.
Each of these is a force multiplier to the previous step.
Let’s break down each pillar block-by-block to clarify the main problems each of these solve.
Let’s get started.
NOTE: Click the toggles to open up each section
How Offer Works
One of the main issues we see lack of clarity and “copycat” patient offers.
I’m going to break these both down.
Buffet Style Patient Offer
I challenge you to do a self-analysis.
Most of our conversations that we have with prospective clients to join our growth programs - their offers are ALL over the place.
Now it’s one thing to have multiple lines of service, it’s another to be distracted.
Most times we see that it’s the latter.
Is it CLEAR what your practice’s core offer is?
Or do you have tons of different things you’ve “Frankenstein’d” together…
When your patient is UNCLEAR of what your protocol, product, program, or process to result is…
AND what makes you unique…
…it makes it challenging to know if you are the right choice for them.
If people are confused on…
- What makes you different?
- What does the experience look like?
- What they get?
- What they have to do/stop doing?
It will be challenging to get patient/client starts.
Many times it’s because the patient THINKS you’re like someone else just become you have elements of a competitor.
When you simplify what you offer - conversions become inevitable.
Why does this work?
When you carefully architect a patient offer from end to end that creates the best patient experience & outcome possible - you sell in a vacuum.
No one has what you have.
The patient knows that.
You know that.
Now the option feels like: It’s either this… or nothing.
This puts you in a position to lead them to invest in their health.
Now, to recalibrate your expectations - will EVERYONE have the means to buy from you… most likely not.
Will everyone be right for you even if they have the money… no.
However, imagine a world where ~90% of your patients/clients you speak with want to buy from you because your offer is that good.
Here’s the concept from the hospitality industry.
Michelin-Star Style Patient Offer
The difference between a buffet style offer and a Michelin-Star style patient offer is the latter is meticulously crafted, its a culinary symphony to provide a unique experience.
This commands a premium.
Sometimes 10x, 20x or even 50x what you’d normally pay for “similar food”.
We take this same philosophy and apply it to your practice.
How do we do this for our clients?
We go through our patient offer model called - The 7-Star Method.
It’s a process where we cover 7 key offer variables to make an patient offer actually 1 of 1.
Most people that come to us have a few of these dialed in - but need help getting all 7.
Let me give you a brief highlight:
- Problem — Define the major problem(s) we are solving
- Psychology — Develop the clear image of the person you want
- Packaging — Architect the patient experience and deliverables
- Positioning — Clarify our unique position in the market
- Pricing — Align price for both the patient and the practice
- Pitching — Effectively connect the problem to your solution
- Perpetuity — Building a revolving price structure to not start at 0 every month
The Benefits
When we carefully go through these 7 variables, what we find is this:
↓ Reduced objections
↓ Reduced friction
↓ Reduced time in consult
↑ Increased clarity
↑ Increased confidence
↑ Increased simplicity
↑ Increased consult enjoyment
Great so now that we’ve got your offer…
What’s next?
Well we need to educate and demonstrate that we aren’t full of sh*t.
How Convert Works
Don’t you love this? 👆🏽 lol.
Yeah… I know it sucks. This is a huge drain on your energy.
So what is the core issue?
What are the main road blocks from them knowing your value, and what you provide?
Unlock this and conversions increase as a byproduct.
Think about even as you’re exploring working the possibility of working with us…
The 3 key ingredients:
- Know
- Like
- Trust
Now this isn’t groundbreaking information… I’m sure you’ve heard that before.
But why is it that most businesses don’t have something in place to engineer this?
What I’ve found with having tons of conversations with practice owners… most just don’t know where to start…
Here’s why.
If someone clicks on your GREAT ad, but where they are led to a page or place that ISN’T designed for moving them down a funnel from being a cold prospect to potentially a hot lead…
…then you’re going to have trouble making any form of patient traffic work.
Side note: If you don’t know what a funnel is here is the short version.
/ˈfən(ə)l/
A funnel is a process designed to persuade a prospective buyer into taking a desired action determined by the business.
In our context: it’s a set of website pages that filters patients while educating and persuading them on what you do to make an offer to them.
If you’ve heard of funnels before - stick with me, we do them differently.
We engineer them for demonstration.
Why because ALL leads suck until they become patients.
All of it is designed to minimize “advertising waste” - so we are going to talk about how we reduce it.
See…
Once you’ve fixed your offer, or if you already have a great one - the next logical issue is helping people understand it.
Helping people make the decision to work with you BEFORE you speak with them.
To do this I find that these are the main things we must demonstrate.
We must demonstrate:
- Why does this work
- How does it work
- What do I have to (or stop doing) to get the result
- Why you’re (or your biz) the best person to solve it
Let’s dive into this.
So structuring all the communication with that in mind - we focus on the core 4 beliefs most potential buyers have to buy from you.
They must believe:
- They trust you
- That they need your solution
- That they can do it
- That it will work for them
Most of what you see on the marketplace for a holistic practitioner like yourself is cookie cutter offers that are just discounted without giving the patient lead any true pre-education.
Many of times you’ll get what we call “offer-hoppers” that jump from clinic to clinic trying to get the new patient specials that apparently say they have 15 slots available but last forever.
Side note: This is illegal as hell - $25K fine per lead who engages with the offer.
Now, why am I asking that?
We must focus on an “ideal scenario” that we can replicate and duplicate over, and over and over.
Ask yourself:
- What level of awareness of who you were, did they have?
- What level of awareness of what you offer, did they have?
- What level of awareness of how you were different, did they have?
- What level of awareness of your style of care, did they have?
What if if were possible that most of the patients came into your business were at that same level of awareness?
The challenge is most practitioners are doing this manually.
Which means ALL of the work has to be done after they come in.
Which is a done of explaining, repetition and tedious work, of saying the same thing over and over again.
Many times it feels like this… 👇🏽
Crazy part is practitioners tend to just get used to this.
As par for the course.
And it doesn’t need to be like that.
You ever wonder what it would be like if you could clone yourself?
What if you could make thousands of you to share what you do 24/7 digitally?
Being able to communicate effectively to each patient the same each time - perfectly?
You didn’t need to sell, justify, convince people to invest in their health…?
Think about how much leverage you’d have.
This what we do in a nutshell.
Why does this work?
Consider this…
When you go to buy something, what variables help you make the decision to work with them or not?
- Results/Reputation?
- Price?
- Communication?
- Brand?
- Mission/Values/Vision?
- Experiences?
If you’re like most people, it’s a combo of these.
In my experience what helps people go from interested to intentional is:
Now the next logical question is this…,”What is the biggest indicator of that?”
The value someone receives pre-purchase.
See…
What most practices miss is that “tease” based advertising in today’s world is becoming extinct.
Less and less people are taking action on that.
They’ve become more and more skeptical of information.
Taking longer timelines to purchase.
And are tighter with their resources.
This doesn’t seem to be ending anytime soon.
However…
What is on the rise is “taste” based advertising.
Meaning that people want to feel, see, touch the product/service/method/process before making a buying decision.
The more material/content someone can consume before buying you can literally get the buying cycle down from months/weeks, to days/hours because they’ve already spent so much time with you.
I’ve had clients tell us that they’ve had patients come in that all they had to do was say the price and they were ready to go… they were rushing the practitioner to get started.
Or…
They refused to work with anyone else… and had already made their decision before hand to find a way to get started with care.
This is a good problem to have.
No… correction… this is a great problem to have.
How do we do this for our clients?
We install our patient education model into your business.
This includes building out a robust funnel process, with emails, text messages, and automations that is customized to you.
And depending on the level of service you use with us we also have a conversational AI that we’ve trained to handle many different niches.
It will manage your leads, call them, text them on your behalf and learn in the process to become more and more effective over time.
It’s pretty awesome. But I’m biased.
Here’s what is possible.
Now if you click the image below to blow it up. Here’s what you’ll see.
- 6.4% of the unique visitors to his conversion assets ending up watching them.
- That equates to 4839 unique viewers (Imagine being on stage with that many people)
- And each person spent an AVERAGE of 51.8 minutes with you with a customized experience.
- He SAVED 4,179 Hours of educating patients while working with us.
- All the material was CUSTOM to the client and the offer provided.
What do you think would happen if you had this?
How much simpler do you think it would be to convert those people into patients?
How much less friction would you have?
Imagine if you spoke with content that spoke SPECIFICALLY to the market you wanted to?
With our model this is possible.
(DISCLAIMER: This is a result from a client who did the work, I don’t know you, your work ethic, or experience, or the efficacy of your business - so it may not work for you.)
Now we do this by building a few key things:
- Conversion Assets (Videos/written material)
- Funnels (Taking cold traffic and warming them up)
- Automations (To get material in front of patient leads)
- AI Lead Management (To remove texting/calling as a bottleneck)
Now all of this we license out to our clientele, so they can build it on their own.
Many times they see the work that it ACTUALLY takes to get it all done, and they ask for our help.
From scripting, to writing the copy, to building out all the tech and connecting the automations, to training the AI to get people on your books.
Now, once this is installed - you’ll want to drive some traffic to it to get leads in the door to turn them into patients.
Let me cover that next.
How Attract Works
If spending money on advertising feels like this:
Then you’re going to like this section as I pick apart the bullsh*t of the industry.
Here’s why most ads & ad agencies suck.
I’ve seen it so many times… people come to us to try to fix their business with ads.
If your business sucks… throwing ads on it ISN’T going to fix it.
Advertising is just an accelerant to expose holes in the system.
So read below ⬇️
Now…
What do I mean by this?
If your business is a dumpster fire like this ☝🏽
That means if experiences sucks…
The actual deliverable sucks…
The way it’s packaged or communicated sucks…
The sales processes sucks….
Marketing your thing more just let’s people know faster if they should avoid your business.
Now if you KNOW and have PROVEN you have something great, then the rest of this section is for you.
I’ll tell you when we hop on calls with prospective clients here is what they typically say the issue is with their business:
- Inconsistent lead flow
- Not enough leads
- Bad lead quality
- My ad agency
- My offer isn’t packaged right (rarest)
Have you said any of these?
Here’s the real issue.
How does this happen?
There are a few pieces to this puzzle - so let’s walk through this shall we.
First issue is messaging.
i.e., The clarity of the value you bring to the market from the patients perspective.
Most people we consult, train or partner with tend to have this issue.
Their messaging is crystal clear on who they work with.
Can you in ONE sentence create clarity these three elements:
- Who?
- What?
- How?
Then we need to get clear on your what you’re putting out there.
Here’s our example:
We help holistic practitioners get pre-sold patients with systems, automations and AI.
Now I am proud of this one, because of the LACK of filler/bridge words.
We need to clarify this for you.
Answer these 3 questions:
Do your best to distill it down to 1 sentence.
Okay. Now we’ve covered that let me explain the WHY behind that sentence.
If you’re still reading this letter there is probably a few problems you’ve felt/feeling…
- You don’t understand why patients can’t see the value you bring
- You see selling as a necessary evil
- You’re tired of patients who kick tires and waste your time
- You haven’t figured out how to run ads to your offers
- You don’t know how to scale your ads properly
=========
Second issue is variation.
One of the issues I see time and time again is the practice isn’t running ENOUGH variation.
Think about it this way. If you and I are playing a card game… and let’s say your normal deck of 52 cards I remove ALL but ONE card.
Then I ask you to shuffle the cards…
What are you going to say to me?
“How the hell do you expect me to shuffle one card?!”
Exactly.
These algorithms hate losing.
They are incentivized to keep great advertisers on the platform and punish the bad ones with less reach, less clicks, and engagement.
From my experience, there are 3 things you must do to be seen as a great advertiser.
So I made them into a simple acronym - A.R.C:
- Account Structure & History - Setting up and verifying your account, not missing payments, not your account health.
- Rules & Compliance - Playing by their rules. It’s their platform, they tell you what you can and can’t do… (sometimes they don’t lol)
- Creative & Copy Variation - This is the main thing you can control. Which is the richness and variety of images/videos and ad copy.
Out of these 3, the THIRD one is the one that gives you the MOST control, because ad targeting in today’s environment is poor.
Most companies won’t tell you this… because it’s the TRUTH. You’re not going to like it…
Most ad campaigns don’t work because there isn’t enough variation for the algorithm.
It’s not the targeting anymore that finds your people.
It’s the COPY and CREATIVE.
What we normally see is practitioners are used to producing a handful of ads.
From the data, and my experience - how ads ACTUALLY work is a combo of:
- The world’s fastest shuffling machine
- Natural selection
So the issue is you look at the illustration below you’ll see an issue.
Just like the businesses that make it to 8-figures, 1%, so to is the distribution of the ads per 100 that are big winners.
That’s right.
About 1 out of every 100 ads is a “winner” that you can start putting serious dollars behind.
Third issue is expectations.
One of my favorite things to talk about is expectations on what it takes to be able to acquire patients from cold traffic.
This is one of the most misunderstood parts of the whole process.
The challenging part is
============
When looking at the way to build ads that are:
- Custom - not cookie cutter of someone else’s messaging
- Clear - it’s evident who the offer is NOT for
- Contrarian - Doesn’t look like anyone else’s offer in the market
Let me show you how we do it.
First you need get an ad model - here is the 3-part one we use.
This would be considered the “hook” of the ad. It is the 1st “block” of the ad.
Some of my favorite hooks are asking BOLD questions that you know someone is going to say either “no” or “yes” to. When you do this it makes it clear that this thing is for them, or not for them.
Justifying, convincing, pleading… even trying to “sell” patients on investing in their health? This is one of my most successful hooks or “big ideas”.
Another question would be something that creates massive curiosity and say in their head… “I want to know…”
That looks like this.
Why are holistic & natural practitioners being undervalued in the marketplace?
This hook is my 2nd most effective big idea.
The word “why” leads to people wanting to know the reason why something is.
This 2nd block is for sharing how you understand the market that you’re attempting to attract.
Here’s what this section is for… well demonstrating to the market that you’re legit and you empathize with them.
What’s the fastest way to connect with someone who’s never met you before?
Relevancy and Relatability.
This section is for diving into the pain and problems of the patient you want to attract through ad copy that cuts into the heart of the reader.
For them to feel understood, empathized with, and naked.
It is to agitate the fact that you know exactly what is happening in their world, and that the only way you could clearly articulate it - Is because you deeply understand.
By proxy, they will assume you have a solution to the issue.
So this might look like you diving through the experience of someone with a particular condition. Talking about the dismissal, or going from doctor to doctor with no answers… to the fear of drugs, injections or surgery.
The richness of that language will depend on what your market tells you.
After you take them to Hell.
You let them know there is a way out. There is a better way. A way that doesn’t include the things they want to avoid.
And YOUR solution is the way…
Then we transition to the 3rd and final block
Using all of these component blocks, you can create hundreds, if not thousands of variations by mix and matching the component parts to create a gigantic library of ads that you can scale to the moon (not literally… but maybe)
Now, why am I giving you all this.
Because most practitioners can’t afford our agency level services for us to do it for them.
All of our stuff is custom, which means it’s expensive.
For us it starts around $85 G’s per year.
So I’d rather give you everything I have so you can be proficient - our consulting programs, membership programs, and products are more accessible to a much larger group of docs.
What I’ve found is
Abdicating this skillset to another company ISN’T a great idea. Here’s why:
- First, how many times have you done that rodeo?
- How many agencies carbon copy their work across multiple clients in the same locality?
- Most agencies don’t know how to track the right metrics and they keep them from you.
- If you don’t know how to inspect what you expect, you’re at their mercy
- They are in control of a critical component of your revenue
In my opinion, bringing this in house is an easier way to have control and maintain quality.
And if you aren’t then having a tool (like our Diagnostic Calculator) that you can add your data into that spit out what is the main bottleneck in your advertising will at minimum hold your agency to a good benchmark.
See when you’ve fixed this issue, now the goal is to rinse and repeat until you to get to the next bottleneck.
Which is you’ve capped out the ability to grow because of fulfillment issues, you don’t have slots for new patients and/or your core offer has no more capacity.
Then we tackle the next issue…
How Scale Works
Now this word “Scale” is vague… and it means different things for different people.
Some people it means:
- Getting more locations
- Getting more patients
- Creating more patient offers
And I would bucket these as a “scaling revenue”
For others it might mean:
- Building talent acquisition machine
- Building a digital product
- Streamlining fulfillment with people or tech
And I would buck these as “scaling time”
All of these make sense since our nature is to expand and propagate.
The core thing here is impact.
Can we reach more people?
Looking at that list that interplays of each other - you’ll need more people if you want more locations, to get more patients.
You’ll need more offers to get more types of patients, which will require you to streamline fulfillment.
This is more of a web of things, vs a sequence.
What we tend to see is the problem is this. 👇🏽
What I noticed across the board the same core theme: Create freedom to open up options.
We have clients that want to dive more into research and patient care.
We have clients that want to be more of the CEO & Founder of their practice(s).
It all depends on what’s needed.
But the core issue is that their practices rely too heavily on them.
But the core issue is that their practices rely too heavily on them.
fdsa
How do we deliver results?
There are a few rails that utilize to make sure that you’re hitting your targets and we can help create the outcomes for your business.
On-demand training to help you achieve results. I’ve codified of over half a decade of experience, successes and failures. Think “Netflix” for practice growth.
Custom advisory services to help specific solutions for you and your team in real time to cover the nuances that can’t be explained in the Curriculum.
Working with our team to do the harder things, like installing tech, ad tracking & campaigns, editing videos & video ads, helping you with copywriting, etc. The Done-For-You and Done-With-You stuff.
What are the things we do to create growth?
If you’re interested, here’s what to do next…
There are only two ways you can secure a meeting with someone on the team to talk about this… here they are:
- Message the person who sent you this asset. They cared enough about you to engage & create a conversation with you. They should have access to a calendar that you can use to get your business reviewed and we’ll provide you the models we use on the call to grow the proper ways using the proper channels.
- Click the button below and fill out the accompanying questions so we can assess you before the call begins.
If you’ve already booked a call, and are reading this to prepare, I applaud you. You are the type of person I want to help.
We’re here for you for this reason and this reason only:
To help you scale with pre-sold patients by bridging the gap from stuck & skeptical, to clear & confident.
Whatever you choose - we’re cool either way.
If “no” cool - hope you enjoyed reading.
If “yes” - then click the link below and we are eager to show you how we can help you achieve what you’ve always known to be possible — and are finally ready to have.
Hope to connect with you very soon!
JonCameron Johnson
Founder
2024 © Etho