How come nobody knows what we do?" So from where you sit, how come all of that expertise, how come it doesn't translate into visibility?

That's such a great question, Karen, and, you know, what I kind of consult with some of my clients on this is around the fact that there's a difference really between credibility and authority, right? So in terms of visibility and, uh, overall awareness, w- you really are looking at building brand authority, whether you are the practice owner or a clinician working in-house.

The difference that we really qualify credibility and authority looks like this: credibility is really a signal of assurance to your potential clients or patients, right? It means I can be trusted, I have the credentials, I have the experience, which is great.

We want credibility.

You can't unlock authority without credibility.

But the difference, and what's the, what the gap is between credibility and authority, is that authority is your credibility recognized, right? And so when you have recognition of your credibility, you have authority, and when you have authority, you now have influence.

And one of the reasons why some clinicians and physicians find it difficult to make the leap from credibility to authority is that we get very hung up on the problem that we solve.

We love, we love a framework here.

Who was that very first health and wellness, like when did you see that that was probably the niche you were going after? Who was that person?

Absolutely.

It actually happened during COVID.

So again, we kinda started Factor back in 2016.

I had just had my second, uh, daughter during COVID, so I'm like sitting there on the couch nursing her with my laptop.

I'm literally freaking out like so many other small business owners, and at the time it was just me and a couple part-timers, and I'm like, "Oh my God, what is gonna happen?" And strangely enough, I was getting a lot of inbounds from businesses, they, they were scared also too, right, that were working in health and wellness where there was just more of an appetite, especially online, to learn how to better take care of ourselves, right? People were spending more time researching, more time working out, eating better, right? Because they just had more time, because there was, what else were we gonna do, right? Like, just work 24/7? So it was really during that time period that we started to see more interest in our services, particularly around beauty and wellness, and our kinda ideal customer persona, what that's really sort of grown into, has been the health and wellness service provider, right? They are the people that are the change makers in their community, that are seeing patients, that are seeing clients, that are really out to change the game when it comes to optimizing a person's health and wellbeing, right? So they could be concierge medicine practices, dermatologists, cosmetic or plastic surgeons, physicians, physical therapists, hormonal healthcare providers.

And it just, you know, so happens that our sort of expert disciplines are also very in line with what we're seeing an interest and appetite in in the media.

Sorry.