Brandy Kinnear

Brandy Kinnear

PART 1

Tap or Click to Play Video (Complete Transcript Below)


PART 2

Tap or Click to Play Video (Complete Transcript Below)

Brandy Kinnear

Speaking at Live it to Lead it
November 14-17, 2019
Newport Beach, California

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Discover…

  • Why Female Marketing is Much Different
  • How to Attract & Retain Female Clients
  • Finding Your Niche & Ideal Client

About Brandy Kinnear

Brandy Kinnear is a passionate driven entrepreneur, mom, wife, motivator, speaker and founder of Your Ideal Patients (Digital Marketing Agency for Natural health practitioners) and a CME certified online education platform for Integrative Practitioners. With over 13 years in the industry consulting for practitioners and multidisciplinary clinics Brandy is well versed in the needs of both patients and practices.

She began her career in natural health working with a trailblazing physician that needed to make a larger impact with his wisdom. Brandy took his practice to 7 figures in 2 years and knew after that, she had to help more doctors reach more patients. As a Digital Marketing Strategist and a practice management consultant, she continued to see a huge deficiency in utilizing technology and online marketing to grow practices. With a deep dive into digital marketing, she became focused on helping doctors understand their message, understand their patients, reach larger audiences and show up as experts online. Brandy is disrupting the average practice, helping to build systems, efficiencies and utilizing technology to reduce redundancies and online marketing to grow practices across North America.

TRANSCRIPT PART 1:

Warren Phillips:   
I have a really important question to ask you. We’re live here, but I’m going to ask you a really important question. What is the number one niche in natural health? Any answers? Well, it’s something you probably do know and are doing in your clinic.

Warren Phillips: 
You can think of something like ketosis because it’s the number one searched keyword on the internet, or fasting, number two. These are great niches. There’s a great way to attract new patients if you can tap into that niche.

Warren Phillips:    
But the real answer and Brandy, who’s on this call with us today, is an expert at it, is something that you already likely know. Likely. You may not know, but it’s the female client. That’s your number one niche, women. Women are the change makers inside of your practice, your marketing and if you can reach women, you can change the world.

Warren Phillips:    
Eighty percent of the buying that we do in health and natural health, and actually everything is controlled by women. And we can go down the stats of how influential women in and how influential they are in your practice.

Warren Phillips:  
You’ll look in your practice like, “Wow, I’m surrounded by mostly women.” And they bring the men in. So we’re going to figure everything is solved when you can connect with women. So Brandy Kinnear, right? Did I say your name, last name correctly?

Brandy Kinnear:
Correct.

Warren Phillips:     
Yes. So excited. Oh, what’s my name? Some of you don’t know me. Warren Phillips, cofounder of Live It to Lead It in HCF seminars. And we need to dig into this Brandy. Before we dig into this, I’m going to give a short, very short intro to you.

Warren Phillips: 
So the cool thing about Brandy is she got into natural health like I did, because we both got sick. And so we had our challenges. I was massively sick to the point where I was ready to take my own life. It was really, really sick, no answers, right? And I found someone like you and you transformed my life.

Warren Phillips:    
So now the marketing and business side of me has gotten, man, we got to get this message out there. So Brandy, the same way.

Warren Phillips:    
But she started out a really cool life. At the age of 21, she went Blockbuster on us kind of, but she opened up a chain of video stores in Greneda, correct? Small island in the Caribbean?

Brandy Kinnear:   
Tiny little island.

Warren Phillips:   
And if you can grow a market and do customer service. I didn’t rewind my tape, ma’am. That’s going to be a buck and they flip out on you and like all the craziness with running these stores and marketing and growing. She did a chain of them, but obviously we know that a Blockbuster and all of that went away with artificial intelligence and videos and streaming and Brandy? Tell the rest of your story and let’s get into how we can attract the number one niche in natural health, which is truly women.

Brandy Kinnear:   
Yeah, no, my story is very similar to yours. After I came back from the Caribbean where I was doing all the vitamin C, vitamin D, living the good life, healthy, I came back and I started getting psoriasis all over my hands and my feet and I’d never had a health issue. Got into conventional medicine, rheumatologists, light therapy, creams, things were getting worse instead of better. And this is a great story because I’ll tell you what happened. I was watching TV on my couch one night thinking, “what the hell am I going to do about this?”

Brandy Kinnear:   
And at the time I’d been freelancing as a marketing and sales rep for different clinics and different businesses in general. And this video, this commercial came on TV and it was this horrible bubble letter commercial with this beautiful building. And it was all about natural medicine. And I was like, “Oh God, those people need some help with their sales and marketing, I’m going to call them.”

Brandy Kinnear: 
So I called the doctor the next day and I was like, “Are you guys looking for any help with your sales and marketing? I saw your commercial, I’m sure you spent a lot of money. I feel like it didn’t land.” And the guy had me in there the same day and it was this integrative medical clinic, this brilliant doctor, 10,000 square foot building, 25 acres in the forest and it was empty. And he had so much to offer and he was like, “You’re staying, you’ve got to run my whole business for me. I’m handing you the keys to the castle and I’m going to fix your psoriasis.”

Brandy Kinnear:   
And so we stayed together for nine years. We built it up to a seven figure practice. I got to serve thousands and thousands of patients as a director of operations. So the interesting thing about my positioning now is that I’ve worked with doctors for years, so 13 years in the industry, but I’ve also worked for nine years with thousands of patients.

Brandy Kinnear:  
And I got to truly understand their needs and the way they communicate their needs and what they think about themselves and what kind of problems they’re looking for the practices to solve. So it became this really natural evolution for me to be able to take that and help infuse it into other practices. Because let’s face it, doctors are talking up here, patients are learning down here. Hardly anybody knows what natural medicine and natural health can do for them. So we have this massive responsibility to share the message. But how do you do that? And that’s the key. So that’s where we’ve kind of ended up today. It’s like look, the women are generating most of the sales for everything and how are you approaching them proper, excuse me, properly so that you can attract, convert and retain them in your practice.

Warren Phillips:    
Yeah, and nice thing about women and there’s lots of psychology and research. I actually studied this intently and I’ve had a major shift. I knew it innately, but I would really want to look at the stats and if you look at psychology and research and it talks about the community aspect of women, how communal they are. It talks about how they process and share and that’s why they become better marketers for you. They become word of mouth marketing.

Warren Phillips:
And you said something really critical and key, and I want everyone to pick this because this is where some of these practitioners that are watching right now, they don’t have the clients. They bought a program. They have a system, whether it may be the next gadget that they bought, whether it’s STEM cell therapy, which markets well, but there’s some challenges there as well. Or some new piece of equipment and they get the marketing material.

Warren Phillips:   
Some of them just have empty practices and then they’re, “Should I change my niche? Should I not?” I think we can wash that all away because the female avatar, once you understand that, and we’ll go over three big reasons, three ways to reach the female audience. And we’re going to go into really in depth at our events in Newport with Brandy. And the nice thing about that is Brandy and I both will be there and we’ll be able to meet with you and talk with you outside of even when she’s on stage with Dr. Nat who has a was it a multi-million? Over a million dollar practice already.

Brandy Kinnear:
He has a seven figure practice. Yeah.

Warren Phillips:  
Another seven figure practice who she works with. So Brandy’s doing this live and with Dr. Nat. Dr. Nat is going to be there, big practice in Canada. So we want to connect with you and share some of these takeaways because we know that these side conversations, one little shift in your mindset and your marketing can really catapult you to take that step that you need to take. So let’s move into this Brandy. I know I didn’t close that loop, we’ll close it later, but what are some of the tactics that you use? And hopefully I can build upon that so that we can share it with those listening today.

Brandy Kinnear:
Yeah. So everybody always wants to know the tactics, Warren, because that’s it. It’s like give me the straight goods Brandy. I just need to know how to tactically start to do things. But I think we have to roll back a little bit and say, do you clearly understand the person that you want to attract into your business? And you’ve likely heard the term, your ideal client avatar, but really going back and digging deep into who this person is, can you give them a name? Have they got an age? Do they have a hair color? Do they have a color? You know their eyes. What kind of car do they drive? What is their life like? What are some of their challenges? How do they speak about themselves? And we’ll dive way deeper into that in the presentation.

Brandy Kinnear:   
But understanding who you want to market to is foundational if you want any of your marketing to be successful, otherwise you know you’re basically having no clear understanding of who you want to speak to. So a good way to do that is even put a little post-it on your computer. Every time you’re writing an email out, make sure you’re writing it to that person in your avatar that you’ve identified.

Warren Phillips:
How do you do that? Do you look at the practitioner? So the practitioners watching. So I’d asked the question, it’s like, how do I know what my … Well we know that for most of us, unless you’re doing male hormones and male infertility or something, or regenerative medicine for men, right? Then you know what your avatar is.

Warren Phillips: 
But we’re speaking to and opening up the and thinking about the whole event that we’re doing is to address and connect with the female audience, how to attract them, specific protocols, ketosis, fasting, all that’s different. Detox with women. That’s all different. So serving those clients with the best protocols, and we’ll add upon and build upon and enhance some of the things that you’re already doing.

Warren Phillips: 
But reaching the female audience, and there’s niches within niches. So we know that females are our number one client. That’s it. They are your ideal, to steal the name of your company. They are your ideal patient for most of us in natural health. But when we’re dreaming up the niche within the niche, how can a doctor look at their why, their purpose statement, what they’re great at and start drilling down into that avatar so they can start speaking directly to the emotions of that individual who are looking to use this practitioner that’s watching right now as a vehicle to get well?

Brandy Kinnear:    
Yeah, I think the first place to start is if you’re serving women already in your practice, you literally pick your ideal patient that you’re serving now and that’s your avatar. That’s the person you want to attract more of. Who is she?

Warren Phillips:  
The person you love.

Brandy Kinnear: 
The person you love. Those are the people you want to attract to your practice. If you aren’t serving women in your practice now, you need to do some research. You need to dive deep. You need to figure out who this woman is and why she needs your service and what her life is like, and maybe you need to start surveying some people. That’s the easiest way to get going. It’s just surveys and people that you think would be a good fit for what you’re offering and start asking them some key questions so you can dig into this and get a sense of who they are and what they’re thinking about it. That’s the obvious best place to start, for sure.

Warren Phillips:   
I’ve paid a lot of money for this same advice, Brandy. So this is really good information. So let’s break it down a little bit further. We have another 15, 20 minutes here and I really want to give them some takeaways even to prep and to get some questions for us when many of these folks will be coming to our event in November. Live It to Lead It, and what am I saying? Nashville, Newport beach. You’ve got to throw the word beach out there. Automatically that’s going to attract people. That’s a marketing word. Beach is a marketing work.

Warren Phillips:   
So when this group came in and did this for, we had a seven figure clinic as well. We had several of them over the years, and they came in and they took that ideal client or patient and they surveyed them and they asked them a bunch of questions. We told them, Mindy was awesome, Sarah is awesome. Donna Kay is awesome, this person is awesome. These are the people, they have fitment and what it turned out for us, it can be a condition that we really were great at.

Warren Phillips:   
It was weight loss was one of our key clients and we loved our weight loss clients because we were able to help them. For some of my docs that we work with, they love diabetes. Love it. They said, “I can get them well I’d love them. I love females with three children,” and they dial it down in because it works. And it depends on what the back end in your practice is like as well. So what kind of questions would you pick out? Say let’s give them a system right now. You pick out five of your top clients, and what are five questions you would ask? I mean, obviously you’re going to ask them their age, how many children they have, some of the demographic piece. Are you married, are you’re not married? What are some other questions? I’m trying to pull stuff out.

Brandy Kinnear: 
Yeah, so if you really want to dive deep into your ideal patients’ mindset, and we’re talking psychology here, it’s what are the issues that they’re currently suffering from in their daily life? So what is their health holding them back from doing? Because we only care technically about ourselves. So if I’m the consumer, I only really care about how you can help me.

Brandy Kinnear:    
You might think I have diabetes, I think I have swelling in my feet or I think I have flushing when I eat something or I’m bloated or I … So it’s what are the actual things that are affecting my daily life that you might consider a condition? Because that’s what really people care about. And then what is their lifestyle like? So get a sense of are these people waking up in the morning, super busy, rushing their kids off to school, jumping in their car, driving through the Starbucks drive through, grabbing a non-fat mocha chill whatever it’s called, and then rushing off to a high pressure to work environment where they’re sitting all day, rushing back to go back right into it.

Brandy Kinnear: 
If that’s the lifestyle of the woman that you’re serving, you need to know that so that when you start to build your marketing communication, you can talk to her and say, “Look, Jessica, I know you’re driving to that Starbucks at a hundred miles an hour, but I’m going to break down some of the things that are currently happening to you because the amount of stress that you have in your life is affecting you negatively in this way, blah, blah, blah.”

Brandy Kinnear:   
So in order to really truly understand them, you need to pull out what their life is like, their daily habits. Find out where they spend time online, find out what blogs they read, find out what podcasts they listen to, what car do they like. We’ve been able to super niche and dial in like the car for that neighborhood, for that woman, multiple times. And we know Barb drives a Volvo, we know Jill drives a minivan. And so you can really get a sense, if I can clearly outline your ideal patient, I can picture what Jill in that minivan looks like and what her day is like, and then I can communicate properly to her.

Warren Phillips: 
So if you want, if your ideal patient is … Say you’re a chiropractor, right? And you know that you love to help families, and you know if you get that mom with that minivan on the way to soccer, she’s getting all of her family adjusted, including sometimes dragging her husband in there as well. So if you have that person, you would just sit down, have your staff sit down with all your ideal patients and clients. Because some, you can say patients depending on if you’re your health coach and your degree. So clients, we’ll, just go with ideal clients and really sit down with them and be like, “Hey, what’s going on in your life? I know you drive a minivan. What’s your dream car? What are some of the health challenges you’re still having? I know we’ve been working with you, you had this, this and this symptoms before you came in. I know we cleared that up. What are you still dealing with? How can I help you?”

Warren Phillips: 
And just tell them, “You’re an awesome client,” and then give them a gift certificate away for free, but really start drilling down in and thinking deeply. And I love what you said Brandy. You’re like, “You’re running to Starbucks. You’re still eating bad. You know you shouldn’t.”

Warren Phillips:
Is it that person that’s driving? Are you targeting a wealthy neighborhood where you’re doing regenerative medicine because you know that they can spend $25,000 on longevity? So if that’s the person, they’re driving a Mercedes, they’re driving Audi’s, they’re driving Maserati’s, you know where they live. You know what they think like, they’re a different. And you’re appealing to their ego and longevity because they’re afraid of aging and dying, right?

Brandy Kinnear:   
And you’re still appealing to their issues, their core issues. Because that’s all they really care about. So if you’re concerned about keeping up, your concerning about lack of energy, you’re concerned about injuries that are keeping you out, not keeping up on the tennis court. If you’re talking about a high end customer, not keeping up in golf, not enjoying social activities because you can’t drink because you’re on so many enzymes, or whatever it is.

Brandy Kinnear:   
Being able to outline what’s going on in their lifestyle right now because of this problem that you have the solution for it. They might not be aware that you have the solution for their problem, but they are fully aware of what their issues are in their day to day life. I think that’s the easiest way to dial in, and ask them what are their aspirations? What are their goals? Do they like to travel? Do they read? If you can really dial in, what kind of books and blogs and all of that listen to you get a sense of who this person is on a deeper level.

Warren Phillips:
Yeah. Because humans niche in. They find their way, they find their friends on Facebook. When you’re posting on Facebook, you’re just getting likes from your tribe. You all believe the same things. You all go to church on Sunday, you’re all in soccer together. You all believe in natural medicine, whatever. But one of the things that you put on is, do you want clients that are already on medications? I mean that could be it.

Warren Phillips:   
Sally came in and she was on three meds for diabetes, or she was on two meds for anxiety. Those sorts of clients, and you have a program and a system for concussions or you really focus on mindset and moving someone out of depression because you used to have it and that’s what happened to you. So you have your story.

Warren Phillips: 
So in your story is a powerful connector and then you can make a bigger promise because you’ve experienced it. What I want for you is for you to have that heaviness of depression, anxiety lifted off you. That’s a big promise. People need that promise, right? To connect with you. And then they want that because you become their vehicle. So the promise and your story and your why are really important in this whole package that you’re sharing. So I know we’re going to go into this more detail at the event, what’s number two of attracting this ideal soccer mom, yoga mom [crosstalk 00:17:14]?

Brandy Kinnear:  
No, I think you just hit the nail on the head. I think you just released point number two, Warren, because it’s really about sharing your story. So being able to connect on a personal level with women. Women get marketed to differently.

Brandy Kinnear: 
If you ever look at a tear jerking commercial, I guarantee you it’s targeted to women. I mean, yes, there’s some emotional men. I have one as a husband …

Warren Phillips:   
[crosstalk 00:17:38], my wife’s like, “What’s wrong with you?”

Brandy Kinnear:  
But the advertising execs that took that contract to make that toilet paper commercial that you’re laughing or crying at was targeted towards women. So the emotional connection is important, and the best way to emotionally connect is through story. And you can use story in a variety of different ways, which we’ll go into deeper in my presentation in Newport Beach. But certainly being able to hone in on your story and then crafting the stories of other people that you’ve successfully been able to help, and sharing those, and sharing those using video and email and all of the different content aspects to your marketing. But infusing story as much as possible so that we’re really eliciting that emotional response.

Warren Phillips: 
I’m just going to ask you, ask the audience a question. For the most part, when you’re in a consult and you are upselling them on a program or whatever you’re doing, or even the initial visit, how many times when that person got into tears and emotional, did they sign up for your program? And if they truly had the money, you can write us. But I think you know the answer.

Warren Phillips:   
If they had the cash to do it, or even if they didn’t and they found a way. It’s when they get that emotional triggered response that they’re in tears. And the reason why is one, you probably shared and connected them with emotionally, made them feel value themselves, that there is hope for their solution, that you could be that … that you are that vehicle to pull them out of where they’re at, to move them to where they need to be.

Warren Phillips:           
But without emotion, sales and learning are impossible, and there’s all kinds of stuff. I think it’s lit. A PhD like LaPorte is 1890s. This is old research and I’ve shared some of the talks that when I talk on … when I speak on marketing. Again, I can’t remember the name at this point, but it’s if you can get someone into motion, then that’s when learning happens. That’s when connection happens. That’s when the right side of the brain activates and everything’s right with the world. And we’re connected on an intercellular emotional God level. And then that’s when sales happen. It’s a natural process. It isn’t a forced process. It just happens naturally through the story, through the connection, through the emotion that’s generated through the story.

Brandy Kinnear:    
You know what else is really important to mention, Warren, is that people have a lot of options. So you’re now competing online. Practitioners used to be at a point, especially when I started back in this integrative practice in 2000 and I don’t know, two, three, four, five, we didn’t have access to all the information that there was.

Brandy Kinnear:  
Google was there, but it wasn’t so robust with all of this information. Google has more information than you do as a practitioner. So your information is not what you’re selling any longer. What you’re selling is yourself as the guide to take people through their healing journey. And the thing is people buy people, and people buy through emotion. So if they don’t get the opportunity to resonate with you as a human and feel emotionally connected to your mission and what you’re doing and the type of value that you’re bringing to your community, they’re likely not going to purchase from you.

Brandy Kinnear:   
So I’m not even talking about getting them into the clinic and then having them sell and convert. That’s a whole different strategy that we can discuss at another time. But legitimately bringing in people that want to resonate with you as a person, you need to be genuine. You need to be able to emotionally connect with people, and they need to resonate with you in order to take that next step. To go from cold or warm into a hot relationship with you. And hot means convert as a patient.

Brandy Kinnear: 
So I always, because I work with heart-centered practitioners when we’re dealing with integrity, I try and take out all that icky, salesy stuff and I just keep it real. It’s like, “Look, if you can show your charisma or show your personality, show the facets of your personality that your best friend would write down and say this is who you are. If you can be that person online and use story just to help get your message out there, it’s a huge marketing tip, trick, hack, whatever you want to call it, to really start generating those ideal patients that you’ve identified that you want to work with.”

Warren Phillips: 
Whether we agree with it or not, the censorship that’s happening on Facebook and Google has really thrown out a lot of the slip nasty marketing. Because I remember back when I started 15 years ago, and I didn’t use this ad, but it worked really well. Lose 30 pounds in 30 days, right? Reverse your diabetes, right?

Warren Phillips:  
And then you could say reverse your blood sugar. It just got tougher and tougher to use those really big promises on online marketing. But the reality is, everybody’s saying that a thousand different ways now. Back then that was newspaper ads, right? The newspaper up today is social media. So it’s a great channel, but you can’t make those grandiose … you can’t over promise and under deliver today. You really have to find your ideal avatar and your client and reach them through story, through connection.

Warren Phillips:  
Again, you’re going to put in the symptoms. You can still use symptoms in your marketing. There’s ways that you can still apply that but the censorship that’s happening on the social platforms really is cleaning up the market and making big hearted heart-centered practitioners that are watching today, it’s created an opportunity for you.

Warren Phillips: 
I know that a lot of the clinics that were really robust and really aggressive in their marketing, they’ve lost a lot of revenue, but the reality is it’s opened up … And they weren’t everyone that’s watching right now, and I’m into the big offices. I love helping them find a new niche, a new way to market, a new way to overcome those challenges, but when you can start reaching clients because of the things that you shared today through story, through integrity, and again you don’t, you did … Charisma is, let’s not define that as you being charismatic. It’s more as being authentic because I think that could scare some people away because I’ve been coaching so many doctors and some of you, I don’t want to get on video, blah blah blah blah.

Warren Phillips: 
It’s not true. You are your best marketing, you are marketing because you are the vehicle to connect with humans and make a difference. Nobody knows what you offer better than you. So what’s another point and then we’ll wrap up here. Because I know that this was just plenty for everybody here today.

Brandy Kinnear:  
Yeah. I think if incorporating in your marketing strategy that you’re also going to have a nurture sequence, somebody that you’re going to be able to communicate longterm with, because we know that people don’t buy the first time they see you. So if you’re going to just be making some videos and people aren’t following you, you’re not building your audience or you’re not having an opportunity to take them and put them into another place where you can communicate with them. Whether it’s a chat bot, whether it’s SMS, whether it’s an email sequence, whether you’re retargeting them with Facebook ads. It’s a missing link that a lot of people will have in their marketing is not being able to nurture. We need to connect on multiple touch points with people. It’s the reason why I talk about omnipresence. I don’t believe that you should focus on one platform.

Brandy Kinnear:  
I think you should focus on all the platforms. You just have to really have a strategic simple way to do that. But one thing you have to realize is that I could see you once and then you disappear. You have to find me at least seven more, like 15 times before I’m ready to buy it. A lot of people get caught up and think, I’ve had a client say to me, “Brandy, we’ve been doing all this content, I’m not getting a lot.”

Brandy Kinnear:  
And then every once in a while they’re like, “Wait a second, Brandy, stop. I lied. People just didn’t take action when they saw that. Oh, they’ve been following me for three months now. They started to decide they’re ready to take action.” So it’s like you have to constantly, you almost feel like you’re doing it out into the void initially, but you have to constantly be providing this value so that you can find people wherever they’re at and just be consistent and be known for the person that does this. And that’s why we talk so clearly about niching, but it’s also about how you can be considered the expert in one particular topic.

Warren Phillips:  
Yeah. And that’s where the word of mouth happens, right? So you treat other things besides diabetes or thyroid in your office, right? And so you’re a diabetes expert. You wind up getting those other clients anyway cause you get referred because you can do that. But you found that your ideal client is, I can change their numbers, transformed their life. They lose weight, their foot’s not getting cut off now, their sexual vitality is back up. You make all these changes and they just tell everybody.

Warren Phillips:
So everybody in their neighborhood at the country club or whatever your niche. At their soccer field, wherever. That’s where they’re going with your message of hope and healing, they’re talking about you, right? So that’s why you got to be really great at your craft. And that’s another reason why we teach protocols that really can get those massive wins. If you can teach some of your clients how to fast, wow, can you transform them. Man, you can rebuild tissue, you can reverse all kinds of cold stuff, right? So it’s really amazing. But one thing that you shared that was really critical, and I want to wrap this up.

Warren Phillips:
Oh man, I forget. Share something else and I’ll come back.

Brandy Kinnear: 
Yeah, no. I mean, honestly it’s all about making sure that you’re speaking to the right person. Let’s just summarize it. You’re speaking to the right person. You’re doing it through integrity. Yes, warren talked about having the overflow. So retention and having your ideal patients talk about you all across town is 100% the easiest way to grow. It’s organic. You’re not having to pay for that traffic.

Brandy Kinnear:        
But also if you are serving them at a really high level, you’ve niched, you’ve focused, you’re serving them at a high level. You can help them reach their goals and then sell them something else. It doesn’t have to end there. So you can have people going and almost like graduating into the next level of your program if you’ve set it up properly, and still have them talking amazingly about you.

Brandy Kinnear:  
So it depends on what your offer is set up in the backend, your nurture sequence in the front end. It does require a proper marketing plan that’s strategic. But I really think people need to start, if they’re not doing it now, with getting valuable content out there consistently so that people can actually get a sense of who you are. To me that’s foundational.

Warren Phillips:  
Okay. And I remembered, so the two things what you hit, and we’ll end with this, is that you brought up frequency in marketing. Because I know and you know that practitioners, when they start marketing, they put out one piece of marketing. They do a radio ad once, and they do some Facebook advertising here and they do just a one and done thing, right? And it doesn’t … nothing happens.

Warren Phillips:  
But there’s this thing in marketing called frequency and the touch points are seven to like you said, 15 times that person has to connect with you before they think that you’re a big deal, before you create a connection with them. They start following you on Facebook, they’re watching your family, they’re really invested. Is this the right person for me? And my friend told me about, Dr. Jones or Dr. Allen or Dr. Sophia, and then they see a Facebook ad.

Warren Phillips:  
Then they, because that avatar is also retargeted to. And what I’ve found is that frequency is really, really important. So when I’m advertising on different platforms, it’s funny, my ROI or return on investment, if I’m doing Instagram and Facebook and Google and affiliate marketing, everything starts to lift all because I’m on multiple platforms.

Warren Phillips: 
And what happens is you hit frequency, you hit the hundredth monkey, you become top of mind for them and then you get the sales. So what I found, another pro tip that I think will be valuable, is that you stop marketing too soon and you might not know what your avatar is or what your … you just don’t want to throw something against the wall and hope that it fits. Really find out what you’re targeting, like Brandy said, and hitting it. And the last point was the frequency.

Warren Phillips:
Oh, and then the marketing that docs are doing, I don’t know how many of you are watching this. You have an email list that you’re not nurturing. You’re not telling them, “Hey, I’m just,” as simple as once a week, send them an email that you’re doing a Facebook live. You don’t have to start with content. And what you’ll find is that Facebook live becomes your content. You know, Brandy may teach you that, how you can just use Rev.com to transfer that Facebook live into content on your blog and hire a writer on XYZ platform to turn that into an article and then you can send that out.

Warren Phillips:  
But start somewhere with your list. Make sure you’re communicating and engaging both your clients that aren’t with you anymore, that you can reengage and warm back up again, to your current patients so they have stickiness. That’s why you do workshops and a lot of that stuff, you may think, “Ah, it doesn’t drive new patients,” but it creates stickiness within your practice because you become their educator, their hero, their health hero, if you will. So I wanted to hit on that a little bit. Anything to add to that, Brandy?

Brandy Kinnear:  
No, just consistency. Like I mentioned, omnipresence. You can be on YouTube, you can be on IGTV. You can be posting stuff on Twitter or Facebook, all of that. You just have to have a plan, and you really never know when people are seeing your information and when it’s going to resonate with them and they’re ready to take action. So I don’t want people to give up too soon.

Brandy Kinnear: 
Marketing is not something that is a potential for your business. It’s a must. And there’s some really simple ways to get clear on what you need to be focusing on if you’re ready to move the needle forward. Otherwise you’re going to end up spending a lot of money and I call it Frankenstein marketing. You’ve got this person doing this, this person doing that. You have a web guy, you’ve got this and that, and you really have no sense of where your efforts are as far as overall ROI because you don’t have a proper strategic plan that you’ve started primarily. So I just, consistency and having a solid plan are key if you really want to make sense of what your efforts are doing for you and what you’re putting out into the community.

Warren Phillips:  
And do me a favor for everyone that comes to the event. Can you put a little one pager in of a little action plan for people, so when they walk away from this event, they have something in hand so they can pay attention and absorb the information that you and Dr. Nat are going to share. But I want them to walk away with something. Can we [crosstalk 00:31:30].

Brandy Kinnear:
100%, we’ll do that for sure.

Warren Phillips: 
Okay. So anyone go down here, come visit us in Newport Beach. We’re going to hang out at the beach together. I think we’re going to do some really fun things. We have a charity event going on. We have a lot of really cool stuff. Check it out. Connect with Brandy and Dr. Nat at the event. Connect with me. We love you. Thank you so much for your time. I believe you found this ultra valuable. Have an awesome rest of your day. Thank you.

Brandy Kinnear:  
Bye guys. Take care.

Warren Phillips:   
Honor and privilege.

Brandy Kinnear:            See you in Newport.

TRANSCRIPT PART 2:

Warren Phillips:       
Hello room, welcome. We are live. And have you ever thought about deeply who your ideal patient is? Well today, you’re just in luck. We have somebody who knows what your ideal patient is. A matter of fact, for the last 13 years, she’s moved clinics to understand what their ideal patient is and how to attract that ideal patient. And we have a secret to share with you today because we know who your ideal patient for most of you watching today. So we’re going to share that. A little bit about Brandy, by the way, Warren Phillips here, HCF Seminars, Live it to Lead It. This is a speaker reveal. Brandy is a speaker at our upcoming event. You’re going to want to come.

Warren Phillips: 
But Brandy started off her entrepreneurial juices, right, back in Grenada. Who goes to Grenada? Isn’t that like a negative word? Didn’t bombs go off there? But Grenada. And she was the Blockbuster of Grenada. Literally Blockbusters… Not Blockbusters, but a chain of video stores at the age of 21. And scaled and grew that in Grenada.

Warren Phillips:   
And everybody knows like Grenada, like a bomb going off with AI and digital technology, that model went away. So Brandy took what she learned inside of one of the hardest businesses I would say to grow, especially with all the transitions that happen inside of the video and that move and that shift and all that fear and things you had to deal with and customer service and all those channels and marketing, and move that into the clinical setting in integrative medicine. So 13 years later, she’s been in that space and she has some secrets we want to share with you today about discovering and marketing to that ideal patient. Welcome, Brandy, to this speaker reveal today.

Brandy Kinnear:  
Thank you so much for having me, Warren. This is really exciting. I think a lot of people need to understand more about who they’re actually communicating to in order to make a massive impact in their community, but also to grow their practice. So this is important stuff.

Warren Phillips: 
It’s critical information and we’re going to… Let’s not sugarcoat this thing. There’s some stats out there that… And experience on both of our parts. We grow practices. You’ve grown practice for 13 years. I’ve done it for 15 years, since 2004, growing multiple million-dollar practices. And what we found in that there’s a culture, there’s a shift that’s happening and there’s an awakening to realize that the female client, the woman, is the change maker in natural health for so many reasons. The practitioners themselves and the clients.

Warren Phillips: 
And I want to discover the why of that today because this is a major takeaway for people. It’s something that I just came to like a really heavy realization to. I think Brandy has known this for a lot longer than even I have, but I just woke up to it. One because I’m a male, you know? I don’t think right. I’m like, “Hey warrior, let’s go kill stuff.” I just don’t think right. Women make better CEOs. They’re the decision makers, they’re the change makers, they’re communal, for the most part. And there’s lots of science to back that up. So I’m not just throwing out things that I think this is what the literature shows. Very science-based. So let’s start extracting information for the folks watching right now. They’re busy practitioners. What are three reasons why the female, the woman, is the change maker and your ideal patient?

Brandy Kinnear:        
Well, I think the first place to start with this, Warren, is understanding that women are going to be more involved in making decisions in their own health and taking action on them. So it’s typically the men that are getting dragged in by their wives. The women are making decisions for their partners, for their spouses, for their kids. So the woman is the deciding vote in the family and they want to make sure that their own health is taken care of. So men take a back burner to that. You’ve got to really push, pull and drag them in.

Brandy Kinnear: 
So the women are the ones making the decisions. And if you aren’t focusing on marketing specifically to women and meeting them where their actual problems are with your solution, then that’s where a lot of the disconnect happens.

Warren Phillips:  
Yeah, this is huge. Like I’m chief revenue officer of our organization and I’m all about… Again, I got sick. You got sick. That’s how we both came here, right? So there’s always that beautiful anchor in our lives to anchor us back to our why. It’s to make a difference in people’s lives. But I also understand that the… I just learned this from Kevin [Donahue 00:04:18] is that the ticket, the thank-you note, is revenue. It’s the thank-you note for delivering a service that transforms lives. So I’m all about revenue and from that perspective, how can we create more thank-you notes for practitioners that lay their lives down on a daily basis? And how can we get them over the hump? How can we give them something today? Like maybe you should have your niche, or your niche is focusing on women because most of your clients are women anyway.

Warren Phillips:  
And if you learn just a few things, even from us today, to really target them a little bit more and provide them more solutions. And at our event we’re going to have a female-focused solution because once you get someone over weight-loss resistance, or their skin or their hair grows back because they have a thyroid issue, man, they become what we call WOD, word of mouth marketing. And they’re the ones on social media bragging about how awesome you are.

Warren Phillips: 
So this amazing discovery, this amazing niche, that Brandy has, over time, found who we’ve been doing and not knowing it, but now come into that wake up moment, even you watching this today. That’s an aha moment that wow, you’re right. And we can talk about some of the stats here in a bit, but Brandy let’s start digging in a little deeper as to why women are your ideal patient or client?

Brandy Kinnear: 
Well, I think also the thing to note is we live in a digital, technology-based world and women, we have statistics to satisfy that women make up more of the population on our popular social platforms. So we’re talking Facebook. Women have 55% more posts on their Facebook page than men do. Women are on Instagram. They’re connecting, they’re sending more engaging DM’s than the men are. So if the women are on the social platforms more so than the men, and we’re spending all of our time trying to get on social media and build our brand and share our wisdom in a heart-centered approach, we need to make sure that we’re talking to them and as they break it back down, it’s like meeting them where their problem is. And instead of talking to them at a really high level and just building the ability to resonate with them. Women are on social media. Women are the decision makers, right? So…

Warren Phillips:   
The cool thing is, too, it’s like we’re not throwing the men under the bus because I was a guy who needed help, right? So but to reach me, to reach the world, we all want to change the world. We’re big-hearted practitioners. We all want to make a difference, right? And that’s a big part. I’m making sure I’m recording, because this is good information. If we weren’t recording this live, I would be in… There’d be no replay. But what I discovered, through discussing this with you and we just did a huge event called 50 Ways to Women’s Wellness. And what we discovered in all these interviews is that women really are the change makers and have been typically, even historically. I’m reading a lot of books to my children right now. There’s a whole series. And there are just so many world-changing women in the female movement… Rights and in, you know, segregation and like all this stuff. Women are just littered as change makers, but yet they’re not being lifted up as that.

Warren Phillips: 
You know, it’s kind of funny. It’s a weird… It’s almost humbling to see that this mindset still exists, but it still reaches the men. Because when you niche in and knowing that 80% of all consumer spending is women, you’re going to reach men, too. So you’re still going to have that world-changing power that’s in our hearts. It’s not just a male thing. I think it’s a universe thing. I think females and males both have hearts differently to change the world, but changemakers socially, at least in all the stuff that I’m reading, it’s females. And this health movement, which is scary right now. And word-of-mouth marketing, guys. I mean, Facebook is a different game, correct Brandy? I mean you can’t say what you used to say. You can’t say these grandiose statements like lose 10 pounds in 10 days and like that doesn’t exist. Slick marketing doesn’t exist. So truly transforming someone’s life in the… I’m missing what I wanted to say here, but… Help me out, Brandy.

Brandy Kinnear:
Well, I think what we want to break it down to is there’s this whole style of like bro marketing that’s being done with a lot of marketing companies. And there’s a lot of this slick kind of-

Warren Phillips: 
Bro marketing.

Brandy Kinnear:     
Bro marketing, right? So we’re breaking it down. There’s this slick style where it’s almost like that network marketing where you’re trying to take people through this funnel and deceive them and get them into something. And at the end of the day, a heart- centered practitioner that gives their life of service to healing people in their community doesn’t resonate with that. So a lot of the communication that’s coming in to practitioners on how to market is disconnected because that’s not the way we lead. In this industry, we lead with delivering value. We lead with delivering wisdom. We we lead with sharing because at the end of the day, there isn’t enough people that even know about what natural practitioners can do. Like what natural health can do for the patient.

Brandy Kinnear:    
So we need to rise up as a community and everybody start to deliver as much value as possible. Just make sure that you’re doing it with some very specific, tactical things in place so that you’re reaching your right person, you’re speaking to the right person, and that you’re helping them to engage and resonate with your message, which in turn, it helps to grow your practice.

Warren Phillips:   
Yeah, and you answered my question there because the marketing has changed a bit, especially with the online marketing and the social marketing and what you’re saying. The crux of it is with the heart, with the transformation, knowing how to communicate even when the clients in your office creates what I believe is going to grow any brick and mortar practice today, which is word-of-mouth marketing. Especially when you’re targeting and experiencing that female niche. Now you can have niches within niches, right? You can be focused on connecting with that ideal patient, that ideal client, the female. And then from there, you’re able to niche in even deeper into pediatrics or thyroid because most of your clients are coming in for thyroid or female anyway. So why not really just make that one little shift in your practice to really understand. You look at this left and right brain thing and I just listened to a Ted talk on it. Wow, you’ve really got to understand this stuff.

Warren Phillips:
So Brandy, give us some tactical things. I know you’re going to share a ton of these at the event. Our events are limited in number so that you get one-on-one time with people. People will be pulling you aside. You’ll have 10 people around you. You’ll be sharing these great takeaways, these simple shifts that can really make a massive difference. You know, there’s positive consequences to action, right? So we’re going to give them action items. I want to give them some now so they can start the ball rolling even before [inaudible 00:10:57].

Brandy Kinnear:  
Yeah, for sure. So I think point number one that everybody has to get clear and be aware of and have immediately in their strategic marketing plan is video. So video is the fastest way to build relationships with people who don’t know who you are. To educate people and help them to bring them through, whether they’re at a cold, warm or hot decision-making process to help move them forward. And also to help them resonate with you as a person.

Brandy Kinnear: 
So the majority of the communication that’s being consumed online now is video. If you’re not doing videos, then we’ll go over how to create a perfect video in person when I see you live at the seminar. But the concept of getting videos out there now is so important.

Warren Phillips: 
There’s a huge shift there.

Brandy Kinnear:  
Huge shift. So that’s number one. The second one that I want to make sure everybody is aware of is it’s not just about video, because we’re going to talk about how to create the perfect, ideal video for your ideal patient when we see you in person. But the other component is story. So story connects us all. We’re all emotionally connected to story. It runs through every single thing that we do. Videos are an important opportunity for you to infuse story. So story about other successes you’ve had with patients, stories about how you got into this world of heart-centered service, where you’re changing lives. Using story in your marketing is not just an option, it’s a necessity now.

Warren Phillips:  
And number three? So video, story….

Brandy Kinnear:           
Yeah. So number three is making sure that you’re really allowing people to get to know you as a person. So we talked about getting to know you as a person through your story. But we also, and a lot of people have challenges with this, because they’re like, “I don’t even tell my clients to go on social media.” It’s, you know, age of distraction. It’s killing their health. But people are on there anyways. So I just give you that little, you know, nudge that you should be on there. But letting people know a little bit about who you are as a person, so that they can resonate with you, because they have a lot of options. There’s a massive amount of information online. They need to know that you’re the person that’s going to be their guide through their journey. That’s essentially all you’re doing.

Brandy Kinnear:    
Everybody can access information online. We no longer own the information. We are now the guide to help people get the success that they want, reach their goals through our methodology. And in order for me to resonate with you as a guide, I need to know a little bit about you. So remember, people buy people. People don’t buy your brand. They don’t buy your product. And yes, they don’t even buy your program. They’re buying you. You’re the guide. So just keep those three essential things in mind. And we’re going to go in deep when when we have more time on stage.

Warren Phillips: 
You triggered my little marketing brain so heavily right now with some of the… It’s how we connect things, right? Our left side of a brain starts connecting things that we know in our right side of brain, which is that human experience. Because when we’re connected, like right now, we’re both in our left and right side, but that imagination that we all have, it’s so powerful when we can connect that emotional side to really the action items we need to take. So the video one, two and three is so powerful. So the story, what that does is that draws somebody in. That takes them into the right side of their mind. I like to say they’re buying center, because people buy an emotion. They don’t buy because of the analytical side, the left side of the brain.

Warren Phillips: 
So there’s a lot of great research on this and psychology without learning. Learning’s impossible without creating emotion. That’s why I homeschool my children because we develop the right side, the imagination. We get them into emotion while we’re teaching them and we do it kinesthetically as well. So there’s that whole different learning style and people buy for different reasons. They all buy when they’re an emotion. So when they’re emotionally connected to you through story, through your own personal challenges, through what’s going on in your life. And by the way, the algorithm in Facebook… I don’t even use paid media anymore. We just train our practitioners because we have a coaching program and do all that. We train our practitioners just to put out great content and do it consistently. And, too, here’s a hack on Facebook is to make sure that you respond with four words back to them and make and engage them in questions on your videos, especially on Facebook and Facebook Lives.

Warren Phillips:    
Engage them with questions so that they write out and ask questions that are four words and you respond with more than four words. And then it’s not the likes as much as it is the comments that are four words or longer that really push that algorithm over the edge. So many of you, one of the missing tips in video is that you’re not asking great, engaging questions to create conversations. And then answering those conversations within the first 30 minutes of the post so you’re actively doing it. It really drives up the algorithm and Facebook begins to like you. And then when you do it consistently, you’re getting free marketing. We’ve taught one of our docs to do this and she’s crushing it. As a matter of fact, she just was on one of your doctors’ summits, Mindy Pelz [inaudible 00:16:01], who’s speaking at our event as well.

Warren Phillips: 
She had an speaker reveal with Dr Pompa, I believe. And she’s crushing it using this model, both on YouTube and Facebook Lives and in her inner group. And we’re going to teach on that, as well. And she has a group that’s like 99% female, so she’s actually found this ideal patient, this ideal client, and that’s the whole crux of this event. That’s why I’m bringing Brandy in and Dr. Pompa is bringing Brandy in and I can’t say Nathalie, your partner, in Acceleration prac-. What’s… Nathalie [Behemachamp 00:16:32], or-

Brandy Kinnear:  
Dr. Nathalie Beauchamp.

Warren Phillips: 
Dr. Nathalie Beauchamp. She is Canadian. My wife’s Canadian. And Brandy, if you didn’t hear her accent, is also Canadian. The sweetest-

Brandy Kinnear: 
Do I have a Canadian accent?

Warren Phillips:  
Oh my…

Brandy Kinnear:
Toronto!

Warren Phillips:    
You crush it. You should be so proud.

Brandy Kinnear:  
I am proud.

Warren Phillips:   
I love Canada. I love Canadians and I married a Canadian. It’s just the sweetness of who you are, your big hearts, your love of family and that structure even within your government. Anyone can complain about lots of different things in different governments, right? But the main thing, it cultivates family. And that’s part of your practice. That’s part of what you teach is cultivating that family and family really comes down to one thing: the female matriarch leader within the home. And when you can reach her, you can truly reach the world. Because then you’re going to reach the children. Then you’re going to reach her husband.

Warren Phillips:  
So Brandy and I invite you to be bold enough to come visit us in beautiful Newport Beach and connect with us and let’s learn deeper together how we can reach the world through the female matriarchal leader within there. So is there any final tidbits before we close this interview, before they register for the event and come see us? Is there any final takeaways for our audience today?

Brandy Kinnear: 
Well, I mean, I’ve connected with thousands of natural health practitioners up to this point in my career. And I’ll tell you, almost everybody wants to make a bigger impact. And we know that if you want to make a bigger impact, your voice needs to be heard. We need to rise up together and share awareness to what’s going on in natural health. But you also individually need to be able to take action and start putting some things into place in your practice that are going to exponentially grow this ripple effect and this awareness of the work that you’re doing. So I commend you for the work that you’re doing. I encourage you to keep it up, but I also want you to have a strategic plan so that you’re not burning out, because that’s huge in this profession as well. So make sure that you’re paying attention to the key things that you think are going to resonate with your business and start taking action on them.

Warren Phillips: 
That’s awesome, Brandy. You said it so well. I’m not going to say another word, but thank you to you. Thank you for those that watch. And I hope you were inspired today and you pulled away some of those takeaways that you can implement immediately into your practice. And I look forward to, and Brandy looks forward to, seeing many of you in Newport Beach, California. God bless, and thanks for your time, everyone.

 

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