On this episode of the Healthy, Wealthy and Smart Podcast, I welcome Christa Gurka on the show to discuss marketing. An orthopedic physical therapist specializing in Pilates-based fitness, rehabilitation, injury prevention and weight loss, Christa Gurka’s reputation speaks for itself. With two decades of experience training those of all ages and fitness levels, the founder/owner of Miami’s Pilates in the Grove, which serves the Coconut Grove and South Miami communities, believes in offering her clients personal attention with expert and well-rounded instruction.   In this episode, we discuss: -Why you should design an ideal client avatar -How a small marketing budget can make a big impact -Crafting the perfect message to attract your ideal client -The importance of continual trial and error of your message -And so much more!   Resources: Christa Gurka Instagram Christa Gurka Facebook Pilates in the Grove Christa Gurka Website FREE resources     A big thank you to Net Health for sponsoring this episode! Learn more about the Redoc Patient Portal here.   For more information on Christa: An orthopedic physical therapist specializing in Pilates-based fitness, rehabilitation, injury prevention and weight loss, Christa Gurka’s reputation speaks for itself. With two decades of experience training those of all ages and fitness levels, the founder/owner of Miami’s Pilates in the Grove, which serves the Coconut Grove and South Miami communities, believes in offering her clients personal attention with expert and well-rounded instruction.   Read the full transcript below: Karen Litzy (00:01): Hi Christa, welcome to the podcast. I'm happy to have you on. So today we're going to be talking about three strategies for marketing for cash based practices. And the good thing about all of these strategies is they don't cost a lot of money, right? And that's important when you're starting a business. You know, we don't want to have to take out a bunch of loans, we don't want to have to spend a lot of our own money. We want to try and start up as lean as we can. And so I'm going to throw it over to you to kick it off with. What is your first strategy for marketing for cash based practices? Christa Gurka (00:43): Perfect. So one of the reasons I just want to start with saying why I'm a little passionate about this marketing thing is because myself included when I first started, I really kind of, I felt like I started backwards almost like from the ends. And I think it's really so helpful for people to learn to start kind of from the beginning. Right? So my very first strategy that I think is really, really important is to have a real good idea of who your ideal customer or who your target audience is. And I get often some pushback from people saying, well, everybody can use my services. Of course everyone can use physical therapy. Absolutely. And that doesn't mean you have to single anybody out. But you know, I think Marie Forleo said it or maybe somebody said it to her, but when you speak to everyone, you really, you speak to no one and so slew thing, your who, your ideal customer is, how they feel, how they think. Christa Gurka (01:45): It's very, very beneficial. So if you want, I can kind of go through like a few questions that I use to kind of narrow down who that person is. So one of the things to know when we go through our ideal customer, we actually give this person a name, an age, a gender demographic, married, not married, retired, not retired, education level, median income. And when we do anything in our business now, so we are ideal customer, her name is Georgia. And so we say every time we have a meeting we say, well what will Georgia think about this? Well Georgia like this, so we're Georgia not like this. So that's the very first thing. And we refer to that person as their name. And then you want to go through like what are their biggest fears about whatever problem they're looking to solve. Christa Gurka (02:40): People buy based