Latest / Beyond the Needle: The Aesthetics Business Podcast / How to Use Storytelling to Attract More Patients

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How to Use Storytelling to Attract More Patients · Beyond the Needle: The Aesthetics Business Podcast

• 0:12
  SPEAKER_00: Welcome to Beyond the Needle, the Aesthetics Business Podcast.
• 0:15
  SPEAKER_00: Each week, I'm here to share real, actionable strategies and bring on expert guests to help you level up, attract more patients, and build a standout brand.
• 0:24
  SPEAKER_00: Let's turn your passion into a thriving business together.
• 0:32
  SPEAKER_00: Hi everybody, and welcome back to another episode of the Beyond the Needle podcast.
• 0:37
  SPEAKER_00: And today I want to talk about something that I think is genuinely one of the most misunderstood and underused tools in marketing for aesthetic practitioners or really any business, to be honest, and that is storytelling.
• 0:49
  SPEAKER_00: Now, before you switch off, because you think this is going to be some sort of fluffy conversation about authenticity and vulnerability and opening up and sharing the personal parts of your life, I want to promise you it's not.
• 1:00
  SPEAKER_00: This episode is practical.
• 1:02
  SPEAKER_00: We're going to cover what storytelling actually means in a marketing context, why it matters more right now than it has ever before, and how you can start using it in a way that feels really natural and actually moves people to book and helps people trust you on a deeper level.
• 1:17
  SPEAKER_00: The thing is, most practitioners I speak to are really highly skilled, genuinely caring, and brilliant with their patients.
• 1:24
  SPEAKER_00: But when it comes to communicating that online, there is a bit of a disconnect.
• 1:28
  SPEAKER_00: The content ends up feeling a bit flat, a bit like everyone else, a bit forgettable.
• 1:33
  SPEAKER_00: Not because they don't have anything interesting to say, but because they are presenting information instead of telling a story.
• 1:39
  SPEAKER_00: And those are two completely different things.
• 1:42
  SPEAKER_00: So before we dive in, don't forget to subscribe to this podcast wherever you listen to me from so that you get a notification every time a new episode goes live.
• 1:50
  SPEAKER_00: And don't forget to leave me a little review.
• 1:52
  SPEAKER_00: I really do appreciate every single one of them.
• 1:54
  SPEAKER_00: Okay, let's get into it.
• 1:59
  SPEAKER_00: I'm gonna start by talking about what storytelling actually is.
• 2:03
  SPEAKER_00: When most people hear the word storytelling in a marketing context, they immediately picture something kind of highly produced, maybe a cinematic video or a deeply personal post about a hard time in their life.
• 2:16
  SPEAKER_00: And yes, those are stories, but that's not what I'm talking about.
• 2:20
  SPEAKER_00: Storytelling in marketing is simply communicating in a way that puts your audience inside of an experience rather than just presenting them with information.
• 2:29
  SPEAKER_00: Facts tell, but stories make people feel something, and people make decisions based on how they feel.
• 2:36
  SPEAKER_00: So that's why storytelling is so effective when it comes to helping people understand why they should invest their time and money into something.
• 2:47
  SPEAKER_00: Think about the difference between these two versions of the same idea.
• 2:50
  SPEAKER_00: Version one, polynucleotides stimulate collagen and elastin production, improving skin quality over time.
• 2:58
  SPEAKER_00: Version two, I recently saw a patient in her late 40s who had been going to see someone for filler for years, and she kept going back because she thought she just needed more.
• 3:08
  SPEAKER_00: But when I assessed her properly, what I could see is that the issue wasn't just volume loss.
• 3:14
  SPEAKER_00: Her skin quality had declined.
• 3:15
  SPEAKER_00: It was dull, thin, it was creepy in places.
• 3:18
  SPEAKER_00: She needed to rebuild from the inside out, not just keep adding more volume.
• 3:22
  SPEAKER_00: We started polynucleotides, nothing else.
• 3:25
  SPEAKER_00: And after three sessions and four months later, she messaged me a photo saying she had not felt this good about her skin in years.
• 3:34
  SPEAKER_00: Both of those versions that I've just read are technically about the same treatment, but one of them is quite forgettable, and one of them makes someone read it thinking, that sounds exactly like me.
• 3:44
  SPEAKER_00: That's what storytelling does.
• 3:46
  SPEAKER_00: It takes what you know and translates it into something that someone else can see themselves inside of.
• 3:51
  SPEAKER_00: And I think this conversation is more important now than it ever has been before because we are living in a very specific moment in marketing that is unlike anything that's come before it.
• 4:01
  SPEAKER_00: AI can now produce competent content.
• 4:04
  SPEAKER_00: And I mean that in the most literal sense.
• 4:07
  SPEAKER_00: You can give a decent AI tool a prompt and it will write you a caption, a blog post, an email sequence, and it will be grammatically correct and it will cover all of the main points and it won't be terrible to read if you do it right.
• 4:19
  SPEAKER_00: But competent is not the same as compelling.
• 4:22
  SPEAKER_00: And this is the most important distinction you need to understand right now.
• 4:25
  SPEAKER_00: Because if your content is just competent, if it is just informative and accurate and covers the basics, is already competing with tools that can produce that at scale faster than any human can.
• 4:37
  SPEAKER_00: And that is a race you will not win.
• 4:39
  SPEAKER_00: What AI cannot do is bring a genuinely human perspective, a real observation from a real consultation, the specific detail of a patient who had been worrying about something for three years before finally coming to see you, the way you think through a treatment plan, the moment you changed your mind about something you used to do, the thing you see every single week that nobody talks about.
• 4:59
  SPEAKER_00: Those are yours.
• 5:01
  SPEAKER_00: And they are the exact thing your audience cannot get anywhere else.
• 5:05
  SPEAKER_00: The practitioners who will stand out in the next few years are not the ones with the best cameras or the most posts or the biggest marketing budgets.
• 5:12
  SPEAKER_00: They are the ones with a genuine point of view and the ability to communicate it in a way that makes people feel seen.
• 5:18
  SPEAKER_00: And storytelling is exactly how you do that.
• 5:21
  SPEAKER_00: What I see most often when I look at content from practitioners is quite information heavy.
• 5:26
  SPEAKER_00: It's clinical, it's accurate, maybe it's full of a little bit too much jargon, and more often than not, it's aimed at no one in particular.
• 5:34
  SPEAKER_00: Maybe a post breaking down the benefits of a treatment or a real showing a before and after, a graphic with five skin tips, or a quote about confidence, maybe a stock image of a clinic.
• 5:46
  SPEAKER_00: None of that is bad necessarily.
• 5:50
  SPEAKER_00: Some of it has a place, but none of it is a story.
• 5:53
  SPEAKER_00: And the reason practitioners fall into this pattern is usually one of three things.
• 5:57
  SPEAKER_00: The first is perhaps they feel safer with information because information feels professional.
• 6:02
  SPEAKER_00: It feels like you're adding value and it feels less risky than sharing a perspective or telling a story because information cannot really be disagreed with.
• 6:10
  SPEAKER_00: The second is that they do not think their day-to-day is interesting enough.
• 6:14
  SPEAKER_00: They assume storytelling requires dramatic events or extraordinary experiences.
• 6:18
  SPEAKER_00: And when nothing kind of dramatic or out of the ordinary is happening, they default back to educational content.
• 6:25
  SPEAKER_00: And the third is that they have not been taught a framework for how to actually do it.
• 6:30
  SPEAKER_00: So it feels vague and impossible to execute consistently.
• 6:34
  SPEAKER_00: I want to address all three of these things here.
• 6:37
  SPEAKER_00: So, firstly, your day-to-day is full of stories.
• 6:40
  SPEAKER_00: You're just not seeing them yet.
• 6:42
  SPEAKER_00: I want you to think about the last week in your clinic.
• 6:45
  SPEAKER_00: I guarantee that at some point in the last five working days, a patient has said something to you that really stuck with you.
• 6:51
  SPEAKER_00: Something that surprised you, something that reminded you why you do what you do, or something that made you think, I really wish more people understood this.
• 6:58
  SPEAKER_00: Maybe a patient came in convinced she needed something, and when you assessed her, you realised the real issue was something completely different.
• 7:04
  SPEAKER_00: Maybe someone finally booked after years of not feeling ready, and maybe they told you what changed.
• 7:10
  SPEAKER_00: Maybe you turned a patient away from a treatment because it just wasn't right for them and they thanked you for it.
• 7:16
  SPEAKER_00: Or maybe a colleague shared something in passing that challenged the way you think about a particular concern.
• 7:20
  SPEAKER_00: Those are all stories.
• 7:22
  SPEAKER_00: You don't need anything out of the ordinary to happen.
• 7:25
  SPEAKER_00: You just need a habit of noticing the ordinary moments that carry real meaning and the ability to recognize which ones your audience would connect with.
• 7:32
  SPEAKER_00: The best content usually comes from the most routine parts of clinic life because your audience is not in your world.
• 7:40
  SPEAKER_00: They do not see what you see every day.
• 7:42
  SPEAKER_00: And when you let them in, even briefly, even in really small moments, it creates a level of familiarity and trust that no amount of before and afters can replicate.
• 7:51
  SPEAKER_00: And this is where building a story bank comes into play.
• 7:55
  SPEAKER_00: So you're never starting from nothing.
• 7:57
  SPEAKER_00: The practical problem that most practitioners have isn't that the stories aren't there, it's just that they forget them.
• 8:03
  SPEAKER_00: Something interesting happens in Cleaning Conchusa, and by Friday, when you finally sit down to maybe think about some content, you can't remember the detail of it.
• 8:11
  SPEAKER_00: And without the detail, the story loses the thing that made it worth telling in the first place.
• 8:15
  SPEAKER_00: So the most useful habit you can build is a simple story bank.
• 8:19
  SPEAKER_00: Just a note on your phone or a voice memo or a running document, wherever works for you, where you can drop things as they happen.
• 8:26
  SPEAKER_00: A patient question that made you think, or something that you observed in a consultation that surprised you, a moment where you changed the direction of a treatment plan and why, or something that you read or heard that challenged the way you think about a particular concern.
• 8:38
  SPEAKER_00: You're not writing content in those moments.
• 8:40
  SPEAKER_00: You're just capturing the raw material so it's there when you need it.
• 8:43
  SPEAKER_00: Think of it like, you know, a jar that you keep filling throughout the month.
• 8:48
  SPEAKER_00: And then when it's time to sit down and create, you're not just staring at a blank screen, trying to summon ideas from absolutely nowhere.
• 8:54
  SPEAKER_00: You're just reaching into the jar and picking something out.
• 8:57
  SPEAKER_00: Even two or three lines is enough to capture the essence of something, the detail, the feeling, the reason it felt worth noting.
• 9:03
  SPEAKER_00: And that is all you need to be able to come back to it later and develop it into a piece of content that feels specific and real rather than something highly polished.
• 9:13
  SPEAKER_00: Okay, now let's talk about the structure of a story that actually works because understanding the idea is one thing and knowing how to do it is another.
• 9:24
  SPEAKER_00: There is a really simple framework that works across almost any marketing format, whether you're writing a caption, recording a reel, writing an email, or building a longer piece of content.
• 9:33
  SPEAKER_00: And it's this you start with a problem, you move to understanding, you introduce the shift, and then you lead to clarity.
• 9:42
  SPEAKER_00: That is it.
• 9:42
  SPEAKER_00: So let me walk you through what each part means.
• 9:45
  SPEAKER_00: So first you start with a problem.
• 9:47
  SPEAKER_00: Not your problem, but your patient's problem.
• 9:50
  SPEAKER_00: What is the thing they are sitting with that they cannot solve?
• 9:53
  SPEAKER_00: What is the thing that they see in the mirror every morning that makes them feel something?
• 9:57
  SPEAKER_00: What is the question they keep googling?
• 10:00
  SPEAKER_00: This is where you hook someone into your story.
• 10:02
  SPEAKER_00: And the important thing to understand about this part is that there are two layers to every problem.
• 10:07
  SPEAKER_00: There's the external problem, which is the visible, tangible thing, and then there's the internal problem, which is how it makes them feel.
• 10:15
  SPEAKER_00: So the external problem might be my skin looks really dull and tired, and nothing I do, no product I buy seems to make it better.
• 10:27
  SPEAKER_00: But the internal problem is I look older than I feel, I hate how I look in photos, and I just don't know how to fix it without looking overdone.
• 10:37
  SPEAKER_00: Let me give you a few more examples of how this actually sounds in practice because I think hearing it applied to real aesthetic concerns makes it much easier to use.
• 10:45
  SPEAKER_00: So someone comes in concerned about their jawline softening, you know, more prominent gowels.
• 10:49
  SPEAKER_00: The external problem is the visible change in her face.
• 10:52
  SPEAKER_00: But the internal problem is that she keeps catching herself in photos and not recognizing herself, and she's starting to avoid being photographed altogether because of it.
• 11:00
  SPEAKER_00: Or maybe someone's worried about the lines around their eyes.
• 11:03
  SPEAKER_00: The external problem is the texture and the creasing, but the internal problem is that people keep asking her if she's tired, even when she's had a full night of sleep, and it's starting to affect how she shows up at work and how confident she feels in her day-to-day life.
• 11:15
  SPEAKER_00: Or maybe someone wants to talk about their lips.
• 11:18
  SPEAKER_00: The external problem is that they have thinned over time and they just, you know, lipstick just doesn't sit the same way as it used to.
• 11:24
  SPEAKER_00: The internal problem is that she used to love her smile and she doesn't feel like herself anymore, but she is scared of looking overdone and doesn't know how to ask for something subtle.
• 11:36
  SPEAKER_00: And you know, she's seen a lot of bad work out there.
• 11:40
  SPEAKER_00: She spends time around people who talk negatively around fillers, and it really puts her off having treatment.
• 11:45
  SPEAKER_00: Can you see how different those feel compared to just describing the concern?
• 11:50
  SPEAKER_00: When you name the internal layer, the person reading it doesn't feel like they're being sold to, they just feel like they have finally found someone who understands what this actually feels like to live with.
• 12:00
  SPEAKER_00: And that is a completely different starting point for a relationship.
• 12:04
  SPEAKER_00: So when you start a piece of content, if you can name the internal problem first, you create immediate recognition.
• 12:10
  SPEAKER_00: The person reading it thinks, wow, this person gets it.
• 12:13
  SPEAKER_00: They understand what it actually feels like.
• 12:15
  SPEAKER_00: And from that moment, they are listening to you.
• 12:18
  SPEAKER_00: Now move to understanding.
• 12:20
  SPEAKER_00: This is where you show them that you see what they're dealing with and that you have something useful to offer.
• 12:25
  SPEAKER_00: Not a sales pitch, not a treatment menu, but a genuine knowledge or perspective that helps them understand their situation better.
• 12:32
  SPEAKER_00: So this might look like here is what actually is happening, here is why this concern is more common than you think.
• 12:39
  SPEAKER_00: Here is what most people get wrong about this, and here is what I see when I assess this in clinic.
• 12:44
  SPEAKER_00: You're positioning yourself as a person who understands their world better than anyone else, not through credentials alone, but through genuine insight and experience.
• 12:53
  SPEAKER_00: And then you want to introduce the shift.
• 12:55
  SPEAKER_00: So this is the part that changes something: a new perspective, a new piece of information that they didn't have, a patient story that reframes their thinking, a moment of realization, a treatment approach that they hadn't considered.
• 13:07
  SPEAKER_00: The shift is what makes a story worth reading all the way through.
• 13:10
  SPEAKER_00: It's the thing that makes someone think, I hadn't thought about it that way before.
• 13:14
  SPEAKER_00: That is also where your perspective becomes most valuable because the shift is not just information, it's your point of view, it's the way you see things differently from every other person posting in this space.
• 13:25
  SPEAKER_00: And then lead to clarity.
• 13:27
  SPEAKER_00: So this is where the story lands.
• 13:28
  SPEAKER_00: What does the person reading it now understand that they didn't before?
• 13:32
  SPEAKER_00: What action do they know they could take?
• 13:34
  SPEAKER_00: What feeling do you want to leave them with?
• 13:36
  SPEAKER_00: This does not always have to be a direct call to action, telling them to go to your LinkedIn Bio and book or message you to find out more.
• 13:45
  SPEAKER_00: Sometimes the end of the story is simply this is why this matters, this is what I want you to know, and here is what I want you to think about.
• 13:53
  SPEAKER_00: But when a booking is the right next step, say so.
• 13:56
  SPEAKER_00: Tell them clearly.
• 13:57
  SPEAKER_00: If you have spent the rest of the content genuinely helping them, a clear call to action isn't pushy, it's just a logical conclusion to the story, you know, that's inviting them to reach out and take the first step if this is something that they resonate with and want more help with.
• 14:12
  SPEAKER_00: Another thing I want to talk about in this episode is how to actually sound like yourself when you write.
• 14:17
  SPEAKER_00: Because there is a gap between how a practitioners speak in clinic and how they write online.
• 14:21
  SPEAKER_00: In person, most practitioners are warm, clear, knowledgeable, easy to talk to.
• 14:27
  SPEAKER_00: They make people feel very comfortable and heard in their presence.
• 14:31
  SPEAKER_00: They explain things in a way that makes sense and they use real language, they don't hide behind clinical terminology or overly formal phrasing, and then they sit down to write a caption and suddenly they sound like a different person entirely.
• 14:44
  SPEAKER_00: Maybe a bit stiff, a bit corporate, a bit generic, like they are writing a patient leaflet rather than actually having a conversation with somebody.
• 14:51
  SPEAKER_00: And the reason this happens is usually that writing feels more formal than speaking.
• 14:55
  SPEAKER_00: So people unconsciously shift into a more professional register that ends up sounding nothing like them at all.
• 15:01
  SPEAKER_00: The simplest fix I know for this is to stop writing and start talking first.
• 15:05
  SPEAKER_00: So before you type a single word, just say out loud what you want to communicate.
• 15:10
  SPEAKER_00: Imagine a patient is sitting in front of you and explain to them the way you would in a consultation.
• 15:15
  SPEAKER_00: You can even voice memo it on your phone if that helps, and then transcribe roughly what you said and just hide it out from there.
• 15:21
  SPEAKER_00: What comes out of that process is almost always closer to your real voice than anything you would have written from scratch.
• 15:27
  SPEAKER_00: Because when you're speaking, you're not performing, you're just explaining something that you know well to someone who needs to understand it.
• 15:34
  SPEAKER_00: And that is exactly what good content sounds like.
• 15:37
  SPEAKER_00: Another thing worth noting is that your voice includes your opinions, the things you disagree with in your industry, the approaches you would never take, the things you think patients deserve to know, but often don't get told.
• 15:47
  SPEAKER_00: That perspective is part of your story too, and it's often the most compelling part because it shows people not just what you know but how you think and what you stand for.
• 15:56
  SPEAKER_00: And those are all important things to integrate into your stories.
• 16:00
  SPEAKER_00: Now, before I move on to the biggest mistake that people make with storytelling, I want to talk about something that I think stops a lot of practitioners from ever getting started with storytelling properly, and that's the feeling of having nothing to say.
• 16:12
  SPEAKER_00: It usually hits when you sit down to create content and your mind goes completely blank.
• 16:17
  SPEAKER_00: You might scroll through your phone looking for inspiration, you look at what other people are posting, you think about what you should probably be talking about, and nothing comes.
• 16:25
  SPEAKER_00: So you either force out something generic or you close the app and tell yourself that you'll post tomorrow.
• 16:30
  SPEAKER_00: When this happens, it's almost never a genuine lack of material.
• 16:33
  SPEAKER_00: It's usually one of two things.
• 16:35
  SPEAKER_00: Either you haven't been capturing ideas as you go, which is why the story bank that I mentioned earlier matters so much, or you're just trying to think of something clever and original rather than just going back to what is actually in front of you.
• 16:46
  SPEAKER_00: So here are a few places to go when you feel stuck.
• 16:49
  SPEAKER_00: Number one, go back to patient questions.
• 16:51
  SPEAKER_00: What did someone ask you this week that you had to think about?
• 16:55
  SPEAKER_00: What question comes up so often in consultations that you could answer it in your sleep?
• 16:59
  SPEAKER_00: Those questions exist because your patients are genuinely confused or curious about something, which means there is an audience for that answer.
• 17:06
  SPEAKER_00: Think about what you have corrected recently.
• 17:08
  SPEAKER_00: What misconception did you have to address in a consultation?
• 17:11
  SPEAKER_00: What had a patient read online that wasn't quite right?
• 17:14
  SPEAKER_00: What are people assuming about a treatment or a concern that you find yourself challenging all of the time?
• 17:19
  SPEAKER_00: Myth busting content works because it starts from a point of tension, and tension is what makes people keep reading.
• 17:26
  SPEAKER_00: So look at what has frustrated you lately, not in a venting way, but genuinely.
• 17:30
  SPEAKER_00: Is there something happening in the industry that you think isn't serving patients well?
• 17:34
  SPEAKER_00: Is there a trend you're seeing that concerns you or a way treatments being marketed that you think is misleading?
• 17:40
  SPEAKER_00: Your honest perspective on those things communicated thoughtfully is some of the most valuable content that you can create because it shows people you think critically about your work rather than just following whatever is popular.
• 17:52
  SPEAKER_00: And if all else fails, just pick a patient concern that you treated last week and walk people through how you think about it.
• 17:59
  SPEAKER_00: Not the treatment itself necessarily, but the thinking.
• 18:02
  SPEAKER_00: What you look for, the questions you ask, what factors influence your recommendation, the reason you turned a patient down for that treatment recently, or something you wish more people knew before booking it.
• 18:11
  SPEAKER_00: That kind of content is genuinely useful and genuinely rare because most practitioners never share that level of detail about how they actually work.
• 18:19
  SPEAKER_00: Now, the biggest mistake people make with storytelling is waiting for a big story, waiting for the perfect patient journey, or the biggest transformation, or something remarkable enough to feel worth sharing.
• 18:30
  SPEAKER_00: But remember that's just not how storytelling works.
• 18:33
  SPEAKER_00: The best stories in marketing are almost always the small ones, the really specific ones, the ones that happened on a random Tuesday and a routine consultation and made you think something for a moment before you moved on to the next patient.
• 18:44
  SPEAKER_00: Those are the stories that make people feel close to you.
• 18:47
  SPEAKER_00: Because this is what your audience actually wants.
• 18:50
  SPEAKER_00: They want to trust you, they want to feel like they know you before they even walk through your door, they want to understand how you think, what you value, what it would feel like to sit in your consultation room.
• 18:59
  SPEAKER_00: And the only way you give them that is through consistent, genuine, specific storytelling over time.
• 19:05
  SPEAKER_00: Just you talking about what you see and what you know and why it matters in a way that sounds like a real person talking to another real person.
• 19:12
  SPEAKER_00: That is literally it.
• 19:13
  SPEAKER_00: When you do that consistently over weeks and months, something shifts.
• 19:17
  SPEAKER_00: People start to feel like they already know you before they book.
• 19:19
  SPEAKER_00: They come in with trust already built, and they are easier to treat well because the relationship started long before the first consultation.
• 19:26
  SPEAKER_00: That is what storytelling does in your marketing.
• 19:29
  SPEAKER_00: It doesn't just attract attention, but it builds the kind of trust that makes booking feel like the obvious next step.
• 19:36
  SPEAKER_00: And I want to touch on consistency before we close because I think it's important and it doesn't get said enough.
• 19:41
  SPEAKER_00: Storytelling gets easier the more you do it.
• 19:43
  SPEAKER_00: It's not going to be easy at first if it's something that you're totally unfamiliar with, but you need to stay consistent with it because most practitioners will give up before they reach the point where it starts to feel natural.
• 19:55
  SPEAKER_00: The first few times you share a perspective or tell a patient story online, it won't necessarily feel comfortable.
• 20:00
  SPEAKER_00: You will worry it's too personal or not polished enough or that nobody will care.
• 20:04
  SPEAKER_00: And that feeling is completely normal, but it doesn't mean the content is bad.
• 20:08
  SPEAKER_00: What it usually means is that you are doing something real and real things feel vulnerable before they feel comfortable.
• 20:13
  SPEAKER_00: The practitioners who become genuinely good at storytelling are not the ones who found it easy from the start.
• 20:18
  SPEAKER_00: They're the ones who kept going past the discomfort, who created enough content that they stopped overthinking each individual piece, and who gradually found their voice by using it regularly rather than waiting until they felt ready.
• 20:29
  SPEAKER_00: Volume and repetition are what build confidence in this.
• 20:32
  SPEAKER_00: Not preparation or planning or waiting until you have worked out exactly what your brand voice is.
• 20:38
  SPEAKER_00: You find your voice by writing, by talking on camera, and by doing that regularly, not by thinking about it.
• 20:44
  SPEAKER_00: So the most useful thing you can do after listening to this episode is go and create something today, even if it's imperfect, and then do it again next week and the week after that.
• 20:53
  SPEAKER_00: So if I were to leave you with one thing from this episode, it would be this stop waiting for something interesting or you know, life-changing to happen before you finally tell a story.
• 21:04
  SPEAKER_00: The stories that are going to connect with your potential patients are already happening or have already happened, and they happen every day in your clinic, in your consultations, and in the things patients say and the things you notice and the things that you believe other people in this industry do not.
• 21:19
  SPEAKER_00: Your expertise is not just what you know, it's how you see things.
• 21:24
  SPEAKER_00: And the practitioners who build the strongest presence online are the ones who get comfortable sharing that perspective consistently in a way that invites people in rather than just presenting information at them.
• 21:34
  SPEAKER_00: So start there.
• 21:35
  SPEAKER_00: I really hope this episode has been helpful.
• 21:37
  SPEAKER_00: If it gave you something to think about, I would love you to share it with another practitioner who you think would find it useful.
• 21:41
  SPEAKER_00: And if you want more episodes like this on building trust, authority, and all things business and marketing related, make sure you're following the podcast so you don't miss next week's episode.
• 21:51
  SPEAKER_00: And as always, if you have any questions, come over and message me on Instagram.
• 21:54
  SPEAKER_00: I'd love to chat with you.
• 21:56
  SPEAKER_00: See you in the next one.