Growing past word-of-mouth
Founded in 1999 by Ethan White (The “EW” in the name), EW Motion Therapy provides physical therapy, personal training, and wellness services to patients with a range of needs and aspirations.
Patients come in after injuries or surgeries, or just to increase fitness and flexibility. But no matter what reason brings a person in their doors, the EW Motion staff operates with a bedside manner that’s encouraging and patient. And people leave feeling better — both in body and spirit.
This approach has yielded a vast audience of fans and devotees, but despite this reputation, EW Motion grew slowly during its first 20 years in business.
The fact is, word-of-mouth is great, but it yields slow growth. As Chris Brandt puts it, looking back: “There's no way to scale if you're living and dying by word-of-mouth.”
Chris now serves as Director of Marketing and Sales, but he’s a physical therapist by training.
Even though referrals were steady, the team knew that marketing was key to sustained growth. But they weren’t sure how to do it. Should they go after doctors who refer patients to them — or after the patients themselves?
And how could they market in a way that stayed true to their principles?
They worked with a local marketing agency that maintained a simple website and “told us that our SEO was great,” remembers Chris, but the website was bringing in less than 200 visitors per month.
The team knew there was more opportunity.
At a Vistage group meeting a few years ago, someone handed Ethan a copy of the book that would change the future of his business: They Ask, You Answer.
Ethan brought the book home and read it in a single night. The next day, he handed it to Chris and said, “You need to read this book.”
They quickly saw that the future wasn’t a different marketing agency — it was a whole new approach.
They needed They Ask, You Anzwer. They needed IMPACT.