Tim Talks: Behavioral Health
Tim Talks: Behavioral Health is a fast-paced podcast featuring candid, 10-minute conversations with leaders across the behavioral health field.
Hosted by Timothy Zercher, CEO of A-Train Marketing, each episode dives into what’s actually working in marketing, practice growth, and leadership — with a sharp focus on ethics, sustainability, and smart strategy.
Designed for behavioral health providers, practice owners, and executive leaders, Tim Talks delivers real insight from real operators shaping the future of care.
Short talks. Big insights. Smarter growth.
New episodes weekly.
Tim Talks: Behavioral Health
Behavior Is the Brand - with Frankie C. Wilson Jr., Behavioral Strategist
“Behavior is the brand.” In this quick-hit conversation, host Timothy A. Zercher sits down with Frankie C. Wilson Jr. to explore how everyday actions shape trust, reputation, and growth. Frankie breaks down why reclaiming your narrative matters (hello, Taylor Swift), how to use the PREVAC principle to replace habits with higher-value behaviors, and why community-driven storytelling is the marketing trend to watch.
You’ll learn:
- Why repeated behavior - not logos - builds brand trust
- A practical way to replace unhelpful habits with better ones
- How to position your company inside a community’s shared identity
- Frankie’s biggest challenges growing a practice (and how he tackles them)
00:00 — Intro
Timothy A. Zercher: Alright, thanks so much for joining us, Frankie…
00:08 — Gratitude
@MRFRANKIEWILSON: I’m grateful to be here…
00:10 — Q1: “You often say behavior is the brand. Can you share a moment when changing a single behavior shifted someone’s brand—or your own?”
@MRFRANKIEWILSON (00:23): I’m in the middle of a written series on LinkedIn… behavior is communication… repeated behavior becomes brand…
(01:52) Tim: “We all remember the early 2000s…”
(02:04) Frankie: Example—Taylor Swift re-recordings as narrative reclamation… shifting from “boy-crazy” to resilient storyteller, loyal to fans… cultural resilience and dividends.
02:55 — Reflection on “reclaiming your brand”
Tim: Love that term—reclamation… few have the courage to take a hard look and change.
(03:10) Frankie: There’s so much importance there… sometimes our brands don’t belong to us… reclamation matters.
03:29 — Q2: “What’s one surprising psychology insight every founder should know about building brand?”
@MRFRANKIEWILSON (03:45): The PREVAC principle—reinforce a less-preferred behavior with access to a more-preferred one… behavior isn’t deleted, it’s replaced with equal/greater value… plus neuroplasticity means change is always possible.
(04:29) Tim: “More the journey than the destination.”
(04:32) Frankie: 100%—people are dynamic; nuance matters.
04:45 — Q3: “How are you finding and gaining new clients right now?”
@MRFRANKIEWILSON (04:54): Word-of-mouth, but with intentionality… say no to the impulse to do everything… focus on what you’ll keep evolving at… reading on social behavior models—don’t be limited by skills, be guided by better questions… openness led to clients from municipalities to ISDs, small and large brands—even churches… started in autism/special needs.
06:38 — On staying flexible
Tim: You have to stay flexible across roles.
(06:44) Frankie: 100%.
06:46 — Q4: “What’s been the hardest part of growing your practice?”
@MRFRANKIEWILSON (06:53): Often we are the obstacle… “the obstacle is the way” (Marcus Aurelius)… biggest shared challenge: managing finances for the future, which takes real discipline… use systems, models, and surround yourself with people who do it better… that helps us prepare for what’s next.
08:15 — Q5: “What marketing tactic are you watching right now?”
@MRFRANKIEWILSON (08:27): Community-driven storytelling—create spaces for customers, employees, and neighbors to share stories that reinforce the brand… builds a collective identity and deeper trust, integrating the business into the wider community.
(09:56) Tim: Then you’re not forced to always drive the storyline alone.
(10:07) Frankie: Exactly—like the old neighborhood business trust… a return to the village concept.
10:26 — Q6: “Why did you get into behavioral health?”
@MRFRANKIEWILSON (10:36): By providence—seeking CBT programs, conversation with Dr. Michael May at The Chicago School led me to enroll… learning ABA changed my life—determinism and freedom through understanding environments… I spent ~25 years in radio before retiring two years ago; sharing what I learn has always been my lane, and ABA lets me do that.
thechicagoschool.edu
mrfrankiewilson
12:07 — Closing
Tim: Thank you so much, Frankie…
(12:18) Frankie: 100%—honored to be here…
(12:28) Tim: Thanks so much.
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