What if getting featured on TV, radio, or newspapers could transform your therapy practice? In this episode, Dr. Richard Kaye shares his incredible insights on how therapists can effectively self-promote and build a highly visible practice.
We dive deep into the significance of creating top-of-mind awareness and the crucial importance of asking for referrals. By leveraging various media platforms, Dr. Kaye explains how therapists can become the go-to experts in their field.
This episode is a goldmine of practical advice and inspiring stories, perfect for anyone looking to elevate their therapy practice.
Schedule a free call with Richard
Learn to leverage your publicity
Trailblazers Symposium
Richard's website
Richard's podcast guest script
What if getting featured on TV, radio, or newspapers could transform your therapy practice? In this episode, Dr. Richard Kaye shares his incredible insights on how therapists can effectively self-promote and build a highly visible practice.
We dive deep into the significance of creating top-of-mind awareness and the crucial importance of asking for referrals. By leveraging various media platforms, Dr. Kaye explains how therapists can become the go-to experts in their field.
This episode is a goldmine of practical advice and inspiring stories, perfect for anyone looking to elevate their therapy practice.
Schedule a free call with Richard
Learn to leverage your publicity
Trailblazers Symposium
Richard's website
Richard's podcast guest script
When it comes to your therapy practice. How good are you about putting yourself out there? It's incredibly important to not only promote yourself, but help your audience and your future clients find a way to engage with you. Today, my guest, dr Richard Kay, comes on to talk about publicity and how to utilize things like radio shows or online content or writing or even books, to help make that connection to get you more clients. My name is Craig and I'm the CEO of Desi Financial Coaching. Our goal is simple to help you run a therapy practice that is permanently profitable. If you own a solo or group practice, we're here to help you build a business that creates more time, makes more money and serves more people. This is the Therapy Business Podcast. All right, dr Richard Kay is here. Thank you so much for being here.
Speaker 2:Absolute fun place to be as a guitar player.
Speaker 1:In fourth grade I almost learned to play guitar you know, I I play bass guitar, which, uh, I like to joke about because so when I first started playing it I was in middle school. My best friends one of them was a drummer, one was a guitar player and every day after school they were going over to his house to jam and I felt left out. So I was like, hey, I want to, I want to join, what? What can I do? And like, well, we need a bass player. So ran to the nearest pawn shop, bought a bass and, uh, never looked back and so, um, yeah, that was many years ago, but I still love it. Never learned how to play the regular guitar, I've always just stuck to the bass there's two extra strings.
Speaker 1:It's a problem, you know it is you know, bass is once you play one string at a time. It's so much easier. No, it's a rhythm instrument which I really enjoy. But we're here to talk about publicity and how therapists can get themselves out in front of people, different mediums and ways to do that. But I would love to hear just more about you, your story, what you do and how you got to be where you are teaching people how to put themselves out in front of people and through the media.
Speaker 2:Well, it's a great backstory, at least it is to me. I don't know anybody else, but I find it amusing. Craig, when I quit being an electronics engineer and went to chiropractic college, I graduated, drove from New York out to San Diego to start a practice. Now, ladies and gentlemen, you're a therapist, I was a chiropractor, I still am. I just don't have any license. I was retired 20 years, whatever it was. No one ever taught us, or at least no one ever taught me, how to grow a practice. I kid you not. My business class in chiropractic college was get your first patient. Well, they'll refer everyone they know. Well, yes, I'm referred, I'm out of that practice, I guess. 25 years. I'm still waiting for them to refer everyone they know. You're probably in the same place and I guess not. I guess one thing you need to know it's okay to ask for referrals. If we don't talk about ourselves, who else is going to? So I told Craig and I'm going to share with you how I grew my practice.
Speaker 2:When I moved to San Diego, there were 300 chiropractors in town. That's a crowded field. You're a therapist, you're in crowded fields. Yeah, we're all in crowded fields, no matter how great we think we are. So Deepak Chopra lived right on the other side of the golf course. Well, his clinic was right on the other side of the golf course from me, and someone told me that one day. He said I don't do anything much differently than any other Ayurvedic physician, I just got some great publicity and a great book. Oh my God, that's the difference. So I figured out how and I got myself invited to the morning television talk show in San Diego. Sun Up San Diego turned that into being invited back every month. Then I got myself an article in the San Diego Tribune, then I got an article in the Los Angeles Times, and it just keeps going from there.
Speaker 2:One day I get a phone call, and here's what's key. I get a phone call from the producer of the ABC News Evening News in San Diego. She says who are you? We're hearing your name around town, we're seeing you. Well now I got a 630 News segment. Several months later I got a similar phone call from PBS. Who are you? See, you want people to know your name. Well, now I got a PBS segment about me.
Speaker 2:I was no longer here with everyone else. I was the most visible chiropractor in town. Then, a short time after that I shut it to work with entrepreneurs, but I said a whole other story. So, ladies and gentlemen, craig, the key is to have your name around town so that people know who you are. And then one day they decide they need a therapist or a financial person or anybody, or, in my case, a chiropractor. I say, hey, I know that name. That's the key. It's called top of mind awareness and it gets you to the place where people and it gets you to the place where people. The scanning back then was the yellow pages. But you know, today you go online and you find someone oh, I know that name. Why do you go to? Whatever store you did for the first time, you know the name or someone referred. So, craig, that's the beginning of my adventure in publicity.
Speaker 1:I love that. I think it's so important. Just even you know, I imagine it's important to be good at your job. It's important to be a good chiropractor, it's important to be a great therapist. But being the best or being good is probably not good enough. It's, you know, being different what makes you stand out.
Speaker 1:How can people find you? Because it's crowded. You know, I just, uh, last year, early last year, was going through the process of finding my, my therapist, and it was overwhelming. It took me so many months, simply because I didn't even know where to start looking. I was filtering through pages, I didn't even know what to find and, truthfully, the way I found my therapist was I found his podcast and I was listening to the podcast and got to know him, got to hear his voice. I was like, okay, I think I like this guy, connect with him and that's who I ended up hiring. So, to your point, getting out there in front of people is huge, that top of mind awareness. I love that. We want people to think of you. When they're at that point where they're ready to hire somebody or they're ready to reach out, they're like, oh, I saw that person on the news or I read their blog post or their article.
Speaker 2:And that's it. Or I heard their podcast. You know, without going into politics, why do politicians advertise? Most people go into the poll. They have no idea who they're voting for. Oh, I've heard that person's name, unless it's maybe the president, where you have some ideas. But let's not go there. But the down ballot is. I recognize that name. That's top of mind awareness.
Speaker 2:And another way to accomplish that is with a book, and not just any book, a bestselling book and not just any bestselling book, a number one bestselling book. Now, why am I saying this? These are some of the things we do for clients, of course, and not just in one category, but in multiple categories. And some people say I'm not a writer, you don't have to be. If you choose to work with us, we'll help you ghostwrite it.
Speaker 2:And, craig, I'm going to give you a personal story here. The woman who is now my wife was living in. She's from San Francisco, but was living in the UK when we met, and actually it was online, not a dating site. I was facilitating a breakout room in a networking program, in a business growth thing. She writes fairy tales. Now why fairy tales? When kids fall in love with themselves, they don't go out and shoot up schools. You got it in Texas, we don't have it in New Mexico, but it's all over this country and that's her goal to help kids love themselves. And, by the way, it works for adults too. So she spent over $200,000 trying to get her stuff out to the world. She came to our company. Then we met and got married. It's a whole different story.
Speaker 2:She yesterday won her 12th award. She's got three books out. I'm sitting here editing the fourth and she's won the Mom's Choice Award, which is the top award for children's authors. She's on television, she's on radio. Why am I telling this story? They come to her. Someone called her up one day and said Angela, how would you like to host a kid's television show? Really, she had no experience in that. Well, now she produces a children's television show Kids' Lives Matter. I'm sharing that story because that's what top of mind awareness does.
Speaker 1:That's fantastic and I just love seeing the development of people's businesses through that. So I guess for people listening who are going, okay, great, have a number one bestseller or get on the news or get all these things, how does somebody start that? Somebody who has never been featured on a news show or been a guest interview what would you recommend they do to get their foot in the door to maybe opening some of those opportunities?
Speaker 2:As therapists, you probably tell clients this all the time make a decision, yeah, make a decision to get something done. Reach out to appropriate people to work with you. Now, there are myriad people who will tell you they'll get you a bestselling book, and most of them can do that. They can get you to number one. Most of them can do that. What then? What after you have a podcast, an article about you, a book, what do you do as a matter of fact, at the end of this or near the end of this? Ladies and gentlemen, I'm going to give you a resource to leverage every piece of publicity. You've got everything, otherwise it's just one and done. You know, hey, I was in the news. Quite frankly, the article in the Los Angeles Times I still use as leverage when I'm giving and that was, I don't know, maybe three decades ago it's still leveraged to say let me show you what's possible. It was a color pictures is really trippy, and of course, I had stacks of them on the reception area. Hey, give this to your neighbor, read it, give it to your neighbor. I give you one simple way to leverage anything you've got If you've got an award or you've been featured someplace. The signature in my email says recipient of the White House Presidential Lifetime Achievement Award. Now, when I got that, I was like, oh that's, I didn't know I was nominated. What does that say to the reader? Hey, this guy's not just like every other guy out there, he's got something different. So that's just one way you can leverage anything you've got.
Speaker 2:But your question goes back to how do you begin? And I want to make a distinction between PR, public relations and publicity. Pr is sending out press releases, sending out stories, and we don't do that. You go online, find out how to write a press release so you can pay people, you send it out and then you pray to God. Someone says, hey, I like this, I'm going to run the story. Does it work Beautifully? The distinction between that and what we do is publicity. We guarantee the production of the things I just said, guarantee number one book, guarantee articles in big city newspapers and, ladies and gentlemen, if you want to do that, I'll give you an email address on my calendar. You can get in touch with me and explore Whether you use us or not. I can coach and mentor you on how to do it. Whether you use us or not, I can coach and mentor you on how to do it.
Speaker 2:Now, one question that always comes up I want to be featured in my local newspaper. Why? I mean that's good. When I got the feature in the LA Times, no one was driving two and a half hours down to see me. I mean, I did have a woman flying from New York once a month, but that's different. I did have the article as they're writing about me. I just had an article published in the Washington DC Chronicle. We can get this stuff for you. I don't care if you're in the middle of Texas. Where do you want the publicity and understand neither PR nor publicity? I got an email this morning from a prospect of clients. She says what's the ROI? What's the return on investment? I said don't know. It's not about generating revenue, it's not an advertisement. It's just come into my store and buy. This builds your credibility. Virtually everyone knows the name Deepak Chopra, because he's got massive credibility. You may not get to see him as your doctor, but you can call and get a referral. It's the credibility, ladies and gentlemen, that matters.
Speaker 1:That makes so much sense and when I'm talking to a lot of our clients with promoting themselves and marketing themselves. So therapy, um, as you're probably aware, is you're licensed for specific areas, so uh, they're only licensed for their state.
Speaker 1:Some therapists will have license around other States but it's just not feasible. Even though there's virtual, it just doesn't make sense to get licensed across the U? S but even to your credit. So a lot of times we're thinking, okay, local only, how do we get those local? But even just that ability to say I was featured in, even though I'm not licensed to provide therapy in Massachusetts, being able to say the Boston Globe featured me in something, or to that credit of just something, some big, well-known publication that you can throw on, and even just that as seen in which you know, on my website I have a few of those.
Speaker 1:Some of them were, yeah, I wrote a guest blog post. Some of them literally are I provided a quote. So there's one sentence in there that says Craig Dacey, financial coach, says yada, yada, and I'm able to take it and then plaster it on my website to say as seen in these publications. So I think that's great to even and it expands my thought process of doesn't have to be local. Yeah, we want clients who are in our state, but broadening that reach and reaching other audiences, just so that you have that platform.
Speaker 2:Yeah, and when I looked at your website and we talked about before we came live, been featured on Fox. It doesn't make a difference if you say if it's a quote, you were featured Now, for example. And, by the way, ladies and gentlemen, and Craig, I want to invite you also we're having an event on June 18, 1920. It's called Trailblazers Summit and Symposium and it's free, it's online Trailblazerseventcom. Just go register trailblazerseventcom. It's in conjunction with three major newspapers the Washington Post, I forget which other newspapers. We're co-producing this with them.
Speaker 2:And how does leverage work? A couple of weeks ago I called a friend of mine. Most of you know Lisa Nichols, and it was kind of funny because she said you got 10 minutes, I'm going live on stage. She's one of the biggest stars of the video the Secret. She said of course I'll be there. Some of you may know Sharon Lecter from Rich Dad, poor Dad. She said, of course I'll be there.
Speaker 2:Mark Victor Hansen Chicken Soup for the Soul. John Demartini this is leverage and this is why it's important to get out into the world, get out of your local meetings and expand into other networking and know people. Now, why am I name dropping? It's not about me. These are people you're going to network with, hang out with, learn from and just get brilliant new ideas on virtually every aspect of business, from networking to AI to technology. It's all there, trailblazerseventcom, and there's no registration fee. Just come and play.
Speaker 2:Why, if you want to grow your life, my hallucination is if you are part of this event, you're listening, you're watching. You're an entrepreneur. I didn't know I was an entrepreneur when I was a chiropractor. I thought I was a chiropractor. I thought I was a doctor. You're an entrepreneur. You're running your own business. Even if you're working in a clinic with others, you write your own paycheck. What does that mean? You go out and market, you know, unless you're in a place where they feed you clients and patients and people do that today because they don't know how to run businesses. Get out into the world, expand your reach. Get people to know you.
Speaker 1:Yeah, love that. So I have a question for you, as people start that and, by the way, in our show notes we'll put links to all these. Question for you as people start that. And, by the way, in our show notes we'll put links to all these resources that you're mentioning so that listeners can find them and take advantage of them, as people are beginning to get their feet wet. And again, I know you said take action, reach out to somebody. How prepared do they need to be? So do we need to come? When we're approaching a news segment or a news place or any of these that you're recommending, do we need to come in and say, okay, I can teach your audience this, or I would love to come talk about this, or should they leave it open, like I'm a therapist who would love to be featured somehow? What do you recommend in that?
Speaker 2:I love the question. Craig, Ladies and gentlemen, I'm going to tell you why. Where craig began with this, do I pitch what I can teach? No, nobody cares about you. Don't take this personally. Some of your clients don't even care about you. They care what they're going to get out of it. And I will tell you total transparency. When I spoke to Craig via email about being on this show, I didn't tell him how great, wonderful and all that. I told him what you, the audience, is going to get out of this. That's the only thing a show host wants. What is the audience going to get out of it? And you have to know, you have to be media trained.
Speaker 2:Now I'm going to point something out. Craig, I totally acknowledge you 100% eye contact. There are times if I sat there and I was like this Craig, you'd probably figure out how the heck can I end this interview really fast. When you're on a podcast here, anything is visual. Maintain eye contact, either the camera or the host. Yes, you can look at the audience too, but don't wander all over the place. Answer questions other than yes or no. Answer questions other than yes or no. When you answer a question, no, the host is or yes, host is going. How am I going to do this interview? Be present, Talk about what the audience is going to learn, how you can implement things. And, Craig, if we have time, I'm going to tell everyone in your audience, including you, how you can get on. And, Craig, if we have time, I'm going to tell everyone in your audience, including you, how you can get on talk radio real easily. So you see, that's a tease Film at 11, right.
Speaker 1:Love it. Love that tease, I'm interested.
Speaker 2:So you tell people what is classic in sales. You tell them what they're going to get. You tell them and tell them what they got. So let me tell you how to get on radio Now. When I did this, it was the yellow pages you had to go through and find things. Today, you go on the internet.
Speaker 2:Find a talk show that you like. Yes, people still oh, by the way, people still do listen and read newspapers. Massive readership of newspapers. I said, well, I don't want to be a newspaper. Yeah, they're still really good Talk radio. Find a program that you like, that you resonate with, that you connect with. Now, for example, I'm not a particular sports fan. I would never want to be on a sports show because if they asked me a question now, decades ago, I had season tickets to the San Diego Chargers, I left, they left. So find shows you resonate with. Now watch this. A typical talk show is three hours, craig. A typical talk show has three hours of talk. Right, so we're increasing numbers here. You don't have to do the math. There are five days a week, 50 weeks a year, allowing two weeks vacation and replace 6,750 guests needed every single year on one station.
Speaker 1:Wow.
Speaker 2:They need you more than you need them Now. Greg, have you ever listened to talk radio?
Speaker 1:Actually, I do listen to it all the time.
Speaker 2:Tell me what's your opinion. That's not true. What do you feel about the guests? They must be somebody that's important.
Speaker 1:Yep immediately. Yes credibility. They're not going to just let any Joee schmoe on their on their radio show right, although it sounds like they might, because they need guests, but but you influence.
Speaker 2:You increase your influence, your credibility and your exposure. Now don't bother to pitch the host and you talk radio. They're the last ones to know. You find and, as I said, I used to have to go through yellow pages you find the producer and get in touch with them, call them, tell them you're going to send them some information.
Speaker 2:Now, one of the things I created and, craig, you saw this top 10 reasons people listen to Dr Richard Kay. Now, this is, it's about me, because I'm the one pitching. You can learn how to do these on your own and, if you want, reach out to me. We create those for people. Top 10 reasons people listen to you and you say, well, I'm just starting out, I only got five. Well. To you and you say, well, I'm just starting out, I only got five. Well, great, start with three, start with five.
Speaker 2:You must stand out from the crowd as distinct from blending in and being just like everyone else. Greg, I don't even want to know how many times you get pitched for someone to be a guest and I'm honored that you made a decision to have me influence and bring influence and knowledge to your audience and to you, because whatever Craig saw in what I presented to you, said, hey, this guy's got something. So here we are, ladies and gentlemen, I know it's about me because I'm the metaphor, though this is about you. You're seeking new clients, you're seeking to grow your business, you're seeking to grow your bottom line. Learn how to appropriately get out into the world and don't worry about screwing up, because there's always more. There's always someone else to pitch to.
Speaker 1:Love it, love it, yeah, and you know, and I'm actually, if you're okay with it, I want to link it too, because you sent me a webpage, which was incredibly helpful.
Speaker 1:I haven't even opened in front of me because I was reviewing it one more time before we got on the call, but it goes through the things you gave questions, suggestions. You go through all the areas that you have expertise in Back to what's in it. For me, a huge reason, as you pitched to being on the show not only was like, oh, what your message is is really valuable. You made it really easy my job really easy to know what, to ask you, what we could focus on, what your area of expertise is, and I'm not I mean you and I had very little correspondence via email between when we booked it and now, because I didn't need to ask you a ton. I already knew Okay, great, this is this, is it? So, um, being super prepared for that and, in that pitch, having those things ready, I don't think that's if some again, if somebody's just starting out, maybe that's don't worry so much about those pieces, but as you develop and get to know what you can do and what you're doing, well, that was super helpful and super valuable.
Speaker 2:Ladies and gentlemen, I want you to really hear what Craig's saying. I made it easy for him Total transparency. Here's what I can talk about. Here's a title. Here's a hook. Here's four questions that you may want to ask.
Speaker 2:If it's tough for the host, they don't want you there because they get pitched all the time. So thank you for acknowledging that. Craig and I created that specifically for this person, for this purpose, and it doesn't make a difference whether it's a live stage, whether it's a podcast, webinar, summit, and I'm blessed I get to do a lot of these because the guest says, oh, I don't have to do any research. I don't have to do a lot of these because the guest says, oh, I don't have to do any research. I don't have to do a lot of figuring out who this guy is. Here's his LinkedIn. Here's his website. Here's some questions.
Speaker 2:Your job, ladies and gentlemen, when you pitch, is to make it so easy. The host says I choose you and I know you're going to put it in the show notes. Ladies and gentlemen, if you'd like to have any kind of exploratory conversation, talk about publicitycom. No punctuation. One word Talk about publicitycom Takes you to my calendar. We'll set up a 30-minute call. There's no fee and if I can serve, I retired 25 years ago and I've been serving. Quite frankly, I live in Taos, new Mexico, a little bit north of you. I already owned 80 acres out here. I shut my practice, came out here, I decided I can't retire. So I've been serving entrepreneurs for a long time and if there's any way I may serve you, let me know. What would it mean to you, craig? If you want to answer, it's okay, but what would it mean to you to be having a feature about you in the Los Angeles Tribune magazine or the London Chronicle even? Hey, they're writing about me in London. So those are some of the things we do no-transcript.
Speaker 1:Um, people through money. I was thinking, oh yeah, I love to help people and teach people and in my brain, that's all I'm going to do, and then, when you start the business, you realize that is such a small percentage of what you're doing. It's the rest of its marketing lead generation, a million other things and so this is one of those areas that businesses need cash, and the way to generate cash is to get more leads and, most importantly, more leads means you're serving more people, and the way to do that is to get yourself out there, and so this is super valuable I recommend everyone take advantage of. There's going to be a bunch of links, because I know you offered a few different things and we got a lot of things to go through, so, but I'll put your calendar at the forefront down there so people can get in touch with you.
Speaker 2:Thanks for the opportunity to play in your sandbox.
Speaker 1:This was a lot of fun. Thanks for being here. Thanks for joining us on the Therapy Business Podcast. Be sure to subscribe, leave a review and share it with a practice owner that you may know If your practice needs help getting organized with its finances or just growing your practice, head to therapybusinesspodcom to learn how we can help.