Good morning.
Welcome back to PT Breakfast Club,
the only live show where we sip coffee,
talk cash flow,
and keep it way too real
about building the clinic
you actually love.
Alongside of me, Dave and Tony.
Good morning, gentlemen,
with the Eagles mug.
I went full Chewbacca with
the mug this morning.
Somebody gave this to me and
I haven't done dishes in a while,
so now I'm pulling out
Christmas presents that I
haven't actually used yet.
There you go.
Beautiful.
We have a new member of the team today.
Did you know this?
A full-time member of the team.
No PTO, no nothing.
Dave is going to say that
this full-time member only
gets a fifty percent vote, though.
That's correct.
Although the new member of
the team might be a
thousand times smarter than
all of us combined.
So we had a problem.
And of course,
I run to AI now to help me solve it.
And it turns out AI not only
helps me solve it, AI is the answer.
Here's what I mean.
We have a group chat that we
share ideas in.
And this is like the best way to do it.
This is how I was taught in
radio to do it before we had cell phones.
You keep like a little, you know,
a little pad in your pocket
and you write stuff down.
So when you're on the air,
you remember what that
random thought was when you
were in line at the
supermarket so you can talk about it.
Otherwise, you're like,
I'll remember it and you won't.
We do that with a group chat.
We toss ideas and sort of
kick them around to see
which ones like float to the top.
The problem is we have so many ideas.
We probably lose thirty
percent of those ideas.
Like that's a conservative estimate.
Right.
Because we forget, you know,
we cruise in at eight twenty nine.
Like, oh, what are we doing now?
So we need to hire somebody
to organize all that.
So I created a custom GPT.
who is now,
the name of the GPT is Max for
maximum effort.
I wanted a little bit of sauciness.
So I added in some like
sarcasm for like a little
Ryan Reynolds vibe.
Cause I didn't want it to
give it like the standard responses.
I wanted to give you some,
a little flavor.
So quick backstory, just hang on one sec.
You just sparked a memory.
When I was younger, like in my twenties,
Max was always the name I chose.
You know,
you have to put in a fake name
for something.
Max was always the name I chose.
I don't know why.
I just imagined if I renamed myself,
Max would be the name I would choose.
I just think it's
interesting that you chose Max.
Okay, go ahead.
How did I do that?
I don't know.
Maybe it knew, right?
So I asked Max, I chatted it all up.
I'm like,
you're a seasoned live stream producer.
You're also a healthcare expert.
I gave it the whole background.
And I was like,
your duties are going to be,
I'm going to copy and paste
the last five days worth of group chat.
You're going to sift through it.
And then you're going to
help me format the show.
So now we have a show format.
It's crazy.
Beautiful.
Dave, you've got a segment,
Profitability Problems.
We were already working on that.
That wasn't Max's idea.
That was Dave's idea.
That was pre-Max.
Pre-Max.
P.M.
You're going to have
profitability problems once an episode,
whether it's three minutes
or thirty three minutes.
Right.
Whatever it deserves,
the time it deserves.
I'm going to have steal this strategy.
That was something I was
kicking around because we'll get to that.
I'll debut steal the strategy today.
It told Max was like,
Tony needs a segment.
Otherwise it feels unbalanced.
So Tony's got to come up
with a segment himself.
But then we'll start every
show off with the big idea,
which will be whatever
thing we're kicking around in the chat,
whatever thing deserves the lead story.
Max also suggested that we
need to listen to the audience a lot.
So we're going to have mailbag.
Whoa, Max.
We're going to reach into the mailbag.
Don't overstep your boundaries, Max.
I like the boldness,
like suggesting stuff to
get on the air right away.
And then it said it liked parting shots.
I explained parting shots.
I said, I like it.
Closes it up.
So the format will be the big idea.
Segment, segment, segment.
Listener mailbag, if we have it.
A comment, like Scott chiming in.
Does it have an avatar?
Like an image?
Not yet, but it should.
And now I come from a time
where I hear Max and I see Max Headroom.
which a lot of the audience
is not going to understand.
Did I mention this?
I was in a meeting the other
day with a bunch of us young people,
and I dropped a Jerry Maguire reference,
and fifty percent of the
room stared blankly, and I was like,
I'm leaving this meeting.
I don't like it,
because it was a very
perfectly timed reference.
But anyway, there's the show format.
Thoughts?
Yeah, we might have just lost a listener.
And I don't remember who it was,
but I know there was
somebody who kind of
scolded me because I
referenced ChatGBT as she.
I referenced ChatGBT as she
because ChatGBT can be very
verbose and use lots of words.
And it just, you know, to me,
it's more feminine the way
it communicates.
And someone in one of my comments said,
do not give AI a down or
reference or whatever.
It's a machine.
It's a tool.
Don't give it human traits.
So, you know,
we might have just lost a listener,
but that's OK.
Yeah, we'll take it.
So that so Max will be
joining us and Max is
listening right now.
Well, not right now, right now,
but we're going to take the
transcript of every episode.
upload it to our version of
Mac so he understands what
we talked about because
this was the problem I was
trying to solve in the beginning.
We have all these great
ideas and we talk about
some of them and then we go,
weren't we supposed to talk
about that thing that we teased?
And we're like, yeah, I don't remember.
So I'll upload that so every
week Max knows what we did
hit and we can cross it off
the list and also keep a
running list of things that
we fling at it.
So that was the problem I
was trying to solve in the
beginning and I wound up
solving side problems and
now we have Max.
It needs an avatar though, Scott,
you're right.
It needs a picture.
I will design that later.
All right.
Where are we going?
Well, Max says the big idea.
Here's a spicy one.
This is one you kick around.
And I like what we do is we
kick it around in the group
chat or we wind up posting
on social media for the
world because it's the
world is just a social like lab,
a social experiment.
And you tag we tag each
other in it so we can sort
of be part of the conversation.
And this is one that Tony kicked out,
which was if Medicare is
paying thirty dollars for
basic exercises by an entry
level therapist and
anything beyond that
specialized manual skills,
advanced neuro techniques.
It doesn't get paid more.
So Tony,
you're saying it should be self-pay,
but you're saying this is,
I think I labeled this the
Costco rotisserie chicken.
You're saying if Medicare
can be your loss leader to other things,
and then people bring in
ethics and also just emotions,
people pour emotions all over this.
So pitch this idea.
This is the big idea today.
So, you know, okay,
I'm trying and I've had an
interesting conversation
with my niece who's an SLP.
She's a relatively new SLP.
I'm going to say she's probably one year,
you know, after out of school.
But the idea is, I said,
if I am graduating as an
entry-level clinician in
any of the three
disciplines with what
qualifies me to bill an insurance company,
the insurance company by default,
in my opinion, is saying,
This is the threshold,
entry-level knowledge.
That is what we are paying for, period.
If you want to give our
beneficiary something more,
it is coming out of your pocket.
Okay.
I think therapists can grasp
the idea on the product side.
They can say, okay,
I can do gait training with
a gait belt on the floor.
I don't need to buy an
expensive treadmill.
But if my patient wants to
use a thirty thousand
dollar reactive step
trainer with all of this
innovation and technology,
They should have the option
to pay for that.
I can't make it mandatory.
I can't say I accept Medicare,
but you have to pay for this.
I can say I'm a contracted
Medicare provider.
We can do what Medicare is
paying for and you can pay
for something better.
I think we can pull that into knowledge.
I think we can pull that into services.
Take somebody like Dave.
Dave has advanced knowledge
in manual therapy techniques.
Somebody Dave knows from Long Island.
David, I can't remember his last name,
was talking to me about this.
if Dave Kittle pays for new knowledge,
new information, advanced certifications,
and has this experience,
he should be able to charge
because that is not what
Medicare is paying for.
That is beyond reasonable and necessary.
That goes on the threshold.
And so what I'm saying is, okay,
Medicare sends us the referral.
Look, somebody else posted,
and I love what they said.
If you look at very busy clinics,
I'm not gonna use the term, busy clinics,
you put a patient on a bike,
you put a patient on stretches,
you put a patient on some
basic strength training, they get better.
Most of the people do get
better with that stuff.
They don't need the
helicopter therapist who's
hovering around them every
second of every minute,
who's touching them like
all the stock photography.
That is all beyond what is
absolutely required.
So my thing is Medicare is
the loss leader.
Medicare brings the patient in.
We can offer the Medicare covered service,
but then our profitability
comes on what we offer
above and beyond that.
You want the premium.
You want the best.
You want the therapist with
experience and knowledge
who's going to make it fun
and tell you jokes.
Awesome.
That's an extra couple
thousand dollars to
complete this plan of care.
You want what Medicare is paying for,
which will still make you better.
And this is what I want to
hear from you guys.
I think too many of us think
the standard of care, the threshold,
the entry level is not good enough.
And it is.
I mean, the fact is, it is good enough.
It's just not as good as what we do.
It's not as good as what we
want patients to receive.
Right.
So that's what I'm saying.
I think we need to tease
apart what we give away for free,
which we shouldn't.
with what medicare is
actually paying for and
what we should be charging
an additional premium
service for yeah so I I
agree but the challenge is
most therapy practices
across the country don't
have a great person on the
phone conveying the
difference between hey
medicare and by the way
thank you tony last week I
just started using the bear
the bare minimum medicare
it covers the bare minimum
you sound like someone who would want
not the bare minimum more
than the bare minimum so
anyway we're using that so
that's a sidebar we can
come back to but I agree um
I agree with this but
therapy practices across
the country are not trained
they're not prepared
they're not able typically
unless you're working with
stardew mckee jerry doron
jamie schreier whoever like
that has a formal front
desk process that where
you're trained in
persuasion uh you know psychology sales
human behavior, right?
So it most practices are
just like they're taking Medicare,
they're billing Medicare,
we've talked about it a ton
of times on the show.
And
no one's doing this.
I know you're kind of doing it, Tony,
but like no one else is
doing it as far as I know,
where they're just charging Medicare,
like one unit.
And then they're saying like, oh,
but your goals are this, this, and this,
and these would be outside
of what Medicare pays for.
And this'll be an extra of thirty, sixty,
ninety,
hundred dollar or two hundred dollar,
whatever per visit.
out of pocket and just
charge Medicare one unit
because most of these
practices are just billing
companies and they're just
billing Medicare and
they're billing all the insurances.
That's my thoughts.
I think Jimmy was going to chime in.
What do you think?
Before I let Jimmy go,
because I want to hear what Jimmy says.
Every time I introduce a new
concept or reintroduce the same concept,
Every objection, totally legitimate.
Like that is an absolutely
legitimate objection,
but it is not an objection
to the fundamental premise.
The fundamental premise is, look,
we've made a mistake.
We as clinicians, as therapists,
as practice owners,
we have given away everything.
in exchange for the minimum
compensation when Medicare
is not even asking us to do
all of that stuff.
There is nothing in the
required guideline that
says you need to give my
patient the absolute best
of everything you have
available to you for
minimum compensation.
Medicare is saying this is
what we are paying for, period.
And then we make the choice to give up,
to sacrifice, to do this stuff.
Your objection is a hundred
percent accurate,
but it is not an objection
to the fundamental premise.
So then you say, okay,
what hopefully I am
referencing is accurate.
These are the roadblocks.
How do we overcome those roadblocks?
And that's the beauty of business.
That's the best thing of
what we can do is we say, okay,
now you're right.
How do we communicate that value?
Somebody said in one of the chats, hey,
my Medicare beneficiaries
won't pay for more than
what Medicare covers.
Well,
it's because you're attracting and
marketing the wrong message
to the wrong people.
I think the easiest way is
You offer something that
people aren't expecting
Medicare to pay for.
Then you flip the script and you're like,
hey,
this is a thirty six hundred dollar
episode of care.
This is what I recommend.
But guess what?
Medicare is actually going
to pay twelve hundred
dollars of the thirty six hundred.
Yeah.
So you're only going to have
to pay this little amount
that's remaining.
Like, that's amazing.
The person who's not
expecting Medicare to pay,
who then gets the benefit of Medicare,
that's the easiest person in the world.
Then you can start going
upstream and you can say, okay,
how do I communicate value?
How do I change what I'm selling?
Jimmy, what were you going to say?
Well, I was going to ask,
how do you communicate this?
Because I feel like how you
communicate it would change how it felt.
And there you there.
There it is.
Right.
It was making me think of a
clip I just saw because I
lay in bed for another
twenty minutes when my alarm goes off.
I don't jump out of bed.
Right.
And I saw a clip this
morning from Rory
Sutherland and he was
talking about Tony's guy.
Yeah, he was talking about luxury hotels.
So imagine you show up to a
luxury hotel and you're
standing in the ornately
decorated lobby and you
show up there at noon
knowing check-ins at three.
And they say you can't check
in right now because it's
noon and check-ins at three.
But if you give us a hundred dollars,
you can check in.
That idea was rejected.
Because the concept is I've
paid so much for the room
already that you're going to hit me.
The room's empty.
You've just told me it's empty.
If I give you the hundred hours,
you're going to let me in.
You've got a locked empty room.
That idea didn't work.
They tried it.
What they did was they went
to booking and said, for seventy dollars,
you can check in three hours early.
And they went, oh, that's fine,
because the idea was
someone's going to have to
work harder and faster to
clean the room faster.
So it's the same concept.
They just did what Tony was talking about,
which is they flipped it over.
They said, oh,
you can get more if you pay us early.
So it's similar, not not exactly the same,
but that's the idea is how you frame it.
So you look at surge pricing, right?
Wendy's came out and said, well,
they didn't say this,
but I'm going to charge
more when we're busy.
Horrible idea.
But if you charge more
across the board and then
you discount when you're slow,
everybody loves it, right?
If ten o'clock Monday, Wednesday, Friday,
ten a.m.
is packed.
I raise all of my prices for
every appointment,
but then I reduce prices at
two thirty p.m.
on Tuesday, Thursday.
I'm a hero.
But if I raise prices on Monday, Wednesday,
Friday at ten a.m., I'm a villain.
Same exact outcome, you know,
and this is where like
behavioral psychology.
behavioral economics.
I love this whole concept.
What were you going to say?
Can I give you a real world
example that has bothered
me since I was a student in
twenty thirteen?
Let's hear it.
The PT Political Action Committee.
You're you're great.
You do stuff.
I don't know what the stuff is,
but it's stuff I don't want to do.
And you give money and that
makes PT advance somewhere in Washington.
Right.
I know enough.
They walk around at CSM in
the red jackets.
Right.
And they're trustees and
their pitch since I was a student was.
If you just give up one latte a week.
donate that money to the
pack we'd be the strongest
pack in the world and I'm
like that is the shittiest
argument ever because it
comes at it from the wrong
way which is give up
something that I value to
get something now something
else that's sort of
ambiguous I don't directly
see it so this is something
I'm this is what I've said
change your framing of your
argument and you'll have
more donations like for
Flip it.
I'm trying to think,
so what would be a good
flip of that instead of
give up your latte?
Dave, Dave's signaling.
I got a potential flip.
All right, so how much does APTA cost?
I'm no longer a member, but- A member,
it's like five hundred bucks.
It's five hundred bucks.
let's say I don't know tony
may or may not like this
let's say right now if I
were to go sign up if they
implemented this via max
via via kittle via max the
the ai assistant and then
apta uh enacted it right
right away the same day we
go to sign up I go to
re-sign up for uh apta I'm
going to join I'm going to
rejoin let's just say and
you're saying it's five
hundred dollars let's say
all of a sudden it's five
hundred and seventy five
dollars right now
And if I click a little box that let's say,
I don't know,
fifty dollars or one hundred
dollars of that,
let's say seventy five
dollars of that is going to
go to the pack.
I that's the only way I can
sign up is I click the box.
Seventy five dollars is
going to go to the pack.
Right.
And then I get a discount
off the membership.
So so could or let's say
let's say it's six hundred dollars.
We'll make it easy.
Six hundred dollars right now.
It used to be five hundred.
It's six hundred dollars today.
It says,
but get get this for five hundred
dollars and we're going to
we're going to donate, you know,
fifty dollars to the pack.
So I click it.
I pay five hundred the same as yesterday.
Yes.
Fifty dollars goes to the PAC.
Now they just converted me.
So they took me from a
higher price expectation to
I get a discount if I do a thing.
Now money gets diverted
potentially to PT PAC.
And I re-sign up for APTA.
What do you think of that?
I love it.
Now the only asterisk I
would put is I'm not smart enough
Someone will correct me.
There's like rules about money.
Oh, yeah.
I know.
I know that.
But yes, that is the idea.
If that in a vacuum,
if that seems to exist.
Well,
it's the opposite of the nickel and
dime approach,
which is like just sell me.
When I have my credit card out,
give me one price.
I have a woman who comes in.
She's fantastic.
She cleans my house.
And I was like, hey,
I want to do a spring.
Like she does a normal cleaning,
but I was like, it's spring.
Let's let's judge the place up.
And she's like, well,
I charge ten dollars per
window and an extra.
And I was like, just give me one price.
And she's like, well, I'm doing the math.
Like,
then just give me the bottom of the math,
because I don't want to
feel I don't I don't want to be like,
dude, she cost me ten dollars a window.
That one's small.
That one wasn't even dirty.
Just give me one price.
How much to solve all of the problems?
Oh, if you're, if you're a mobile,
if you're a mobile physical therapist,
here's how to say it easily
over the phone.
You could say, well, you know,
it's five hundred dollars a
visit for a mobile visit.
However, if you're closer in distance,
it's two fifty per visit.
And then you're like, oh, so by the way,
let me pull up Google Maps.
What's your address?
What's your street intersection?
Let me pull apart my
therapist commute right now on the phone.
Oh, yeah, it's only going to be two fifty.
It's going to be two fifty visit.
Now,
two fifty sounds like a deal because I
price anchored you at five hundred.
What are the people saying
when you posted this, Tony,
about what's like the pulse
of people like agreeing, disagreeing?
Because here's my guess.
People tie an emotion to
this and all they want to do is, well,
if they have Medicare,
I want to charge them nothing.
And I'm like, great.
And then you can charge them nothing.
And then three years from now,
if your clinic doesn't exist,
nobody gets help.
That's where I think it's going to go.
So most of the resistance comes from,
and Dave hit it, it's like, well,
my patients won't pay anything.
And I'll give you guys a classic example.
They're used to not paying.
Yeah,
because you have trained and created
the animal,
the monster that we're trying
to transform.
It's just like Bed Bath & Beyond.
When that used to be a thing,
you would get the twenty or
thirty percent off postcard.
Nobody would ever go.
Kohl's.
My wife loves Kohl's.
She will never go to Kohl's
unless she has a thirty percent off.
Even when she gets a twenty percent off,
I'm like,
you realize that it's ten
percent difference.
No, it's not a thirty.
She will not go.
So Kohl's has created the
monster that only with a
thirty will my wife go to Kohl's.
So when we look at this.
We're so ingrained in everybody says no,
but it's just because
that's the community that
we've been working so hard to treat.
And we have the mindset of, well,
insurance has to pay for everything.
We've been brought up that way.
So I shared a post yesterday.
I shared a bunch of posts.
One of them was, okay, look,
if you can increase per
visit revenue to two fifty
And you're a mobile clinician.
So if you're doing traditional Medicare,
you're getting a hundred bucks a visit.
You're doing thirty.
I think it was thirty.
The Post has it.
If you go to two fifty in revenue,
you only have to do.
I think it's like twenty or something,
fifteen or twenty visits.
Right.
And so I'm like, look, you free up.
Fifteen,
fifteen visits a week that you
could do completely for free.
You make the same revenue as
like one hundred and twenty
five thousand a year.
Single owner, operator, mobile therapist,
no staff, no overhead, you know,
very lean operation.
I was like,
all you have to do is raise
average revenue to two fifty.
Now you can do two fifty
with a mobile visit, but you can also say,
hey, my normal rate is two fifty.
But if you have Medicare,
Medicare covers one hundred of that.
So you're actually only
paying one fifty for
The one fifty goes to cover
the advanced certifications,
the advanced technology I'm bringing,
all of that kind of stuff.
And as a case example,
I've got a patient who's
been a patient of mine for years now,
Medicare beneficiary.
This patient's husband heard
about Softwave.
the patient came in saying
hey my husband's been
researching softwave we
really want to do it how
does this work I was like
yeah absolutely you know
it's not a covered service
under medicare it's five
hundred dollars you get one
treatment a week we've got
great results patients said
oh I don't want to do that
meanwhile no problem I was
like that's fine we can
just do medicare covered services
Everybody else who walks in
the door sees the Facebook
ad that says five hundred
dollars for twenty eight
days of soft wave.
They have no issue because
they're coming in expecting to pay.
And then they find out the
additional stuff is
actually also available
through insurance.
So you've got the five
hundred cash plus the
insurance covered plan of care.
But they came in with the
framework of this is not covered.
I want this.
They said it was five hundred dollars.
I'm ready to pay, you know,
and you guys see the post
that I'm putting out.
I'll take your grandma or
grandpa to a Reds game down
in Cincinnati.
I'll take grandpa or grandma fishing.
I'll do, you know,
meet them at home after
discharge from an e-replacement.
None of those things are covered.
I put a fifteen hundred,
I think a fifteen hundred
dollar price tag on some of them,
a five hundred dollar price
tag on others.
I am putting it out there to
frame this right from the
start as this is an amenity.
It is not a covered benefit.
I think when you change when
you change the wording,
you change the value.
And I know people are going
to say this just word tricks.
I was doing some shorts on
some Chris Voss techniques.
And I got one or two
comments that are like,
this is just like mental Jedi stuff.
It's the same thing, different words.
And I'm like, yeah,
Louboutins are just shoes.
Why does one sell for, I don't know,
a lot?
I don't even know how much they cost.
A lot more than Payless.
Did you ever see the Pilesi thing?
Yeah.
We talked about that.
If you change the imaging,
you change the value.
I don't know, man.
When someone's done with this,
my guess is they feel
better because they're like, oh,
I was going to pay this,
but now I paid less.
Yes,
three plus two is the same as two plus
three, except I feel better.
at every price point, Dave,
you have more experience,
but I have to think at every price point,
people like to feel like
they saved a little bit.
People like to feel like
they weren't being taken advantage of.
I don't know.
Cause we don't want to offer discounts.
And if people have asked for discounts, I,
we say no, like the rate is the rate.
And,
and those people typically we give
them an off ramp because I
don't want someone haggling this,
by the way, this is not a flea market.
My practice,
like you think you can haggle
just because it's not like
a quart of milk or some
frozen fruit in a bag at
the grocery store that's
four dollars and fifty cents.
You can't haggle that.
So on the phone with me,
I don't understand why you
think you can haggle.
And in fact,
if you ask for a cheaper price,
I wish I'm about to raise it.
I'm about to say, you know what?
You just did yourself.
Now it's one hundred dollars
more per visit.
So real quick, before we got on live,
I was telling Jimmy, Dave,
I don't know if you've seen it.
Have you seen all the
Chinese manufacturers that
are mainly on TikTok coming out saying,
we build your Louis Vuitton purse.
We create your Lululemon yoga pants.
We are the factories.
Yeah.
So this is the big movement
right now on TikTok.
Those factories,
because of tariffs and politics,
they're coming out and they're saying,
hey,
we do eighty percent of the work for
your luxury products.
If you want those luxury
products at a fraction of
the price with the same quality,
come straight to us.
Oops.
The problem is the problem
is to Dave's point.
That's not what people are
paying the premium for.
It's not about the product.
It's about the brand and
about the identity of the person.
They want to be able to say
they paid the full price.
It's status too and ego.
It's up here and life-changing.
I want to be able to say
this is affiliation and belonging.
So this goes to Jimmy's
point about memberships
with any organization.
It doesn't matter.
I'll go back to, you know,
we started doing a
fundraiser for our kids'
elementary school.
The people who go to,
we raise one hundred and
fifty ish thousand dollars
each year for different
projects we want to do.
This is sports and boosters
for elementary school.
It's a dinner.
It's one night,
hundred and fifty thousand dollars.
We did.
Those people could have just
given that money to the school.
There is no reason that we
had to do the dinner,
but it's the theater.
It's the experience.
It's all of it around it.
And I would say it's a
mistake for an organization,
APTA or otherwise,
to try and convince members
that they're going to save
on discounts and you get
cheaper TheraBand and you
get these benefits and all
this other stuff if you
just give us the five hundred.
for the membership.
Forget it.
Just go to live events.
Do one monthly live event in
a different city or whatever.
Make it a huge extravaganza.
Bring the people who feel good,
feel smart.
We just had one.
Somebody paid seven thousand
dollars in an auction.
for a doodle,
one of the little mini doodles, a dog.
And it made them feel
amazing that they were
paying this money for this
dog that probably somebody
else could have bought for
a couple hundred bucks.
But that's where you find
the people who want to spend the money.
Let them spend the money.
Let them feel smart and good about it.
Then everybody else gets the benefit.
Let me...
charge a couple people
thousands of dollars and
then shoot if I'm if I'm a
good guy I will see other
people who can't afford
thousands of dollars for
free correct you know and
and I I think that's where
you see the rubber hit the
road because what you're
going to find out is maybe
you're not as good as you
think you are if you're not
the one doing the free services
When you have all that extra
money coming in,
then you got to check your ethics,
you know,
but it's just so much easier to
just sit at a hundred dollars a visit,
complain about the powers
that be controlling everything.
When, okay.
Last thing I know I'm
hogging all the time.
Then I want to go to Dave's segment.
It's all good.
I get people who are like,
you got to fight and you
got to protect it.
You got to do this.
And this is your responsibility.
Look, guys, I get it.
There's lobbies and we can
we can lobby Congress to
change the Medicare reimbursement.
That's going to take it's
been twenty five years.
I've never seen it happen,
but maybe it's going to happen next year.
I could switch tomorrow.
I could literally switch.
I could switch today.
Right now, I can put a post on Facebook,
switch my pricing, switch my profit model,
switch everything.
And by tomorrow,
I could have more cash in
my bank account.
Like, what do you think I'm going to do?
I am not going to fight
Congress when I can make a
change right now,
this minute that affects the bottom line.
The question is,
what happens if I do it and
it doesn't work?
I pitched an idea to APTA,
quadrant the United States, Seattle,
Texas, something in the southeast,
New York,
and do an event and just keep
quadrining the country
because what people want is belonging.
They're not buying the
discount on New Balance shoes.
They're not.
That's not why they're showing up.
So give the people what they want.
let them eat the cake, which is belonging.
They want to get together
with people and rah, rah.
And the only time that you
can do that is CSM.
And I think that's a mistake.
Yes.
Anding to your school event.
I took part in roasting a
politician last night.
So this is a buddy guy.
My, this is my brother's best friend,
right?
He's assemblyman Brian Marr.
He has a fortieth birthday
and I got to give him
credit as a politician.
He could have just threw a bougie,
you know,
five hundred dollar plate thing
or whatever and brought a bunch of,
you know, bougie people together.
He rented out a theater.
and allowed people to roast him.
And that's actually David Lucas,
who's on the Kill Tony podcast.
Have you heard of the Kill Tony podcast?
It's this comedy podcast and this harsh,
like dark humor.
It's funny.
It's funny, but like some of it,
we cannot play any clips on this show.
But it's such a good idea.
He took this concept that's
been going around on Comedy
Central for a little while now.
Like comedy got back into
the roasting of Rob Lowe
and Tom Brady and the whole nine.
But if you look at the
bottom right-hand corner,
he made it benefit this
event called honor flight
which sends veterans to dc
to enjoy the monuments and
be recognized so I think
it's a yes and all the
people in the audience
could just wrote a check
but he gave them a little
bit of a show and then of
course use connections to
like leverage things
Right.
I mean,
there's my brother on the left DJing.
Right.
I was the disembodied voice
on the microphone,
giving a little zings here and there.
Right.
As I introduced the guest.
So I think you have to give
before you ever.
This is jab, jab, jab,
right hook from Gary Vee.
All right.
Time to shift gears.
Profitability problems with
final comment on that is
you can get you can come to
New York City.
I'll take you.
We can go down the canal street.
We can go and get.
Fendi, Gucci, Prada, Louis Vuitton,
Burberry, Dior, Balenciaga.
We can get all these purses
and wallets that are fake,
that are knockoffs.
And the difference between
someone across the country
in a practice that has a
Medicare beneficiary that
is coming most of the time,
I want to say most of these folks,
that is that has been coming
to your practice for months
if not years it is pushing
a boulder uphill to try to
get them to all of a sudden
pay more to pay out of
pocket it's two different
people the people that come
and shop at canal street to
get knockoff prada gucci
whatever purses or wallets
or whatever other you know
luxury leather goods
they're not the ones that
are going to the actual
stores to buy the real,
it's two different consumers.
That's the difference.
And physical therapy has all
these Medicare
beneficiaries across the
country that have been
using their Medicare
benefits and they want to
continue for as long as
they're on this earth to
use those Medicare benefits.
And the people that pay out of pocket,
like the folks that we
sometimes stumble across
that work with us that pay
out of pocket when they have Medicare,
it's two different consumers.
Is it two different
consumers or is this like
that scene from the Avenger?
Is it like, is it, it's a different time.
If you had gotten that
person ten years ago and taught them this,
like if you had presented it differently,
they might think differently.
Do you know what I mean?
I don't know what, Tony,
what do you think?
I mean,
maybe someone can go from the
Medicare insurance mindset
and then they have a couple
of bad experiences, not at Tony's office,
of course,
but like other offices where
it's like they change a
therapist every visit.
The time of the treatment
duration is different every visit.
The person becomes
accustomed to getting
frustrated and their
expectations are not met.
Then they can say, they could ask around,
they could look around,
like what else is around?
And then some people are like, well,
there's some therapists that charge two,
three hundred dollars a visit.
but you got to pay out of pocket.
And then it's one-on-one and
they could quote unquote
graduate or transition to that.
Not many people are going to get there.
I agree.
Not many people are going to get there.
I do think it's a different consumer.
I also shared that post that said, look,
what if Medicare paid the client,
the beneficiary and not the therapist?
What if Medicare said we
would normally spend a
hundred dollars or a
thousand dollars or whatever on
I'm just going to give it to you,
Mr. Beneficiary.
You choose where you're
going to spend that money.
How many of those people
would just keep the money?
I'll deal with the back pain.
I'll take the thousand
dollars that you would have
spent on therapy.
How many of them would go to
another specialty, another option?
I think the reality is most
of the people that are
coming into physical
therapy today are coming
because their doctor told
them to and it's covered by insurance.
And so we don't have
something that they want.
We don't have something that
they're desperate for.
And that's what I'm trying to change.
That's what I'm trying to figure out.
And that's what leads to
profitability problems.
So let's hear about what
profitability problems are
from the great Dave Kittle.
Yeah, it is.
So this one post from Chris Miller,
it's public.
Jimmy did say, hey,
this could be a topic on the show.
Chris Miller down in Florida,
he said he's created a new
type of PT clinic that's
already gotten rave reviews
from elite business minds
in the PT space.
He knows that it's great.
His clients love it.
Here's his problem.
He said, I'm not running a great business.
Debt, missing payroll,
struggling with marketing
or problems I don't know how to fix.
I've taken so many courses
and worked with coaches who are great.
The problem is me.
My ADHD brain sucks at boring tasks.
I just need help.
Some business owners have
criticized me for saying that,
but I agree with him here.
It's self-awareness that
comes from decades of
struggles with schoolwork, projects,
tasks.
tasks similar to those
required to running a business,
I would love to have a
business partner or
investor who is good at the
business piece and who
believes in what I'm doing,
because I know that's the
missing piece to building
something truly great.
Who is the best business person you know?
I want to speak with people
smarter than me about how
to find a partner to help
so we can grow it together.
Now,
I know we're talking about
profitability problems on this segment.
The reason why I'm bringing
this up is because I can't find it.
But one of the comments that Chris said
Of course,
people chimed in with like a
million different
suggestions as these Facebook groups go.
I think someone suggested a
couple of different things.
Like one was like a fractional person,
operations person,
but he commented back somewhere.
I want to try to find it.
There's like thirty five comments.
One of the comments that Chris replied,
he said, yeah, I know,
but I can't afford that.
like whether it was like a
team member an operations
person someone that would
come in uh I can't find the
exact quote and I hope it's
not from a different chris
miller post I think it was
from this one I I want to
make sure I'm quoting him
properly um first like
kudos on chris for being
super honest and vulnerable
because I bet you there's a
thousand other people who
are thinking the same thing
while they post like really
great highlight videos of
themselves in their clinic
so chris like that's a big
deal being super honest
Definitely.
Absolutely.
So am I off base by saying
that that follow up comment?
I'm trying to find it.
I can't that he that he said
he can't afford it unless
unless he posted something
else recently at like the
some other some other post.
But oh, yeah,
he said someone said huge
respect for your honesty as
someone who's worked in
health care consulting and
business management for a few years.
I can tell this level of
self-awareness is rare and a strength,
not a weakness.
they suggest a fractional
coo or business manager an
equity-based strategic
partner or outsource the
gaps temporarily and he
said for number one I need
capital be able to afford a
fractional coo for number
two a hundred percent open
and willing to offer equity
and number three again
don't have the money to do any of these
Okay,
so that's why this is profitability
problems, this segment, respectfully,
Chris.
But again, a ton of kudos to him,
self-awareness,
and just putting this out there.
Not easy, love it, love to see it.
That's why he's successful
to the point where he is right now.
But if you, like something might,
we need to maybe dig into this.
We have one on the show in
the future or whatever,
but like maybe something's not,
fully dialed in where
there's not enough extra
profit to figure out some
of these solutions.
So if you don't have the
capital to bring on like a
Tony Meritato or whoever,
like I'm not saying Tony wants to do this,
but like if you want to
have someone who's like a
seasoned business person to
come in and help with
operations or pay for, you know,
a coach like Jamie Shrier, Sturdy McKee,
whoever,
um then there is some
profitability component to
this to get yourself out
because it's either it's
either you have to do it on
your own time your own dime
uh or you have to bring in
someone that is better than
you that's been there and
done it but he doesn't have
it's like the conundrum
like he doesn't have the
money to get someone yeah
so so that's the challenge
what do you think tony
I've known Chris for a long
time and he reached out to
me through Messenger.
And when I saw him share
that post in Uncaged Clinicians,
my immediate concern was I
feel like Chris is stuck,
like so many of us, in that limbo between,
okay, I can't do it all myself.
I know my limitations.
I know my deficits.
Um,
but I also can't afford to hire people
to do it for me.
So maybe I'm going to try
and find a solution in, in partnership,
but that's,
that's definitely not a solution here.
Um, I'm going to say two, two fold.
One is if you're not
profitable enough for you,
why would a partner come in?
Because you're looking for
them to bail you out, you know, and,
and that's just,
it's not going to happen.
I've never seen it happen.
Uh, and, and two is, um,
And this goes to a post that
somebody had shared looking at Athelas.
And I think when somebody is
looking for solutions to problems,
and I've realized this about myself,
you think, oh,
I'm going to buy this thing
or I'm going to do this
thing and it's going to
solve my problems.
It's not.
You have to solve your
problems first and then you
attract the right people
and the right people come
into the organization.
So to Chris's situation,
He's in this limo and Joey Alberton,
we've talked about this on
the show before.
It's like you could probably
get away with small one person, you know,
look, making a living or you go to five.
You don't you don't live in
like the two or three zone
clinician wise because it's
just not profitable enough.
Right.
I think Chris is looking for a solution.
I don't think the solution exists.
So now he makes a decision.
He says, okay, I'm going to do this.
And I know he said, I've used coaches.
I've had great mentors.
I've done all this stuff.
I just hate it.
So you say, okay,
how are you going to find the profit?
Where is the profit going to come from?
Or do I just shift gears?
Do I try to sell what I've got?
Maybe somebody is going to
come in and just buy the equipment.
And do I go back to just
being an employed therapist?
I don't think he wants to do that.
So for my wife and I,
we made an investment.
We learned how to run a business,
but we had to step out of patient care.
We had to stop being the therapist.
We had to put all of our
effort into being the
business owner and building the business.
If Chris does not want to do that,
even though it's something
he doesn't enjoy,
then I don't think bringing
a partner in is going to do
it because you're not going
to attract a good partner.
Yeah.
I think Chris is smart
enough to understand that
It's me.
Hi, I'm the problem.
It's me.
He understands that like he
can see that there's that
Taylor Swift reference that we get to.
So what I was going to say is two things.
Number one,
understand what game you're playing.
Chris is trying to play
clinical game and business game.
And those are two different games.
He's probably very good at one of them.
And he's admitting he's not
good at the other one.
Bringing on someone, like you said,
for equity or money, you don't have it,
so there's not a choice.
And again,
if you're not profitable with one,
why would you be profitable with two?
You're not.
My suggestion,
because I want Chris to walk
away with something tactical,
is I'm going through this
whole six types of working genius.
Have you heard about this?
It's one of those paradigms
or frameworks that explains
why certain people succeed
in certain situations.
Chris sounds a lot like me.
where he's not good at those tactical,
those tedious things as the
six types of working genius
would call it.
You find one of those people.
And I think the
cost-effective way to do it now,
which is what I'm beginning to do,
is a virtual assistant.
So if Chris was like, I need,
this is the clinic I'm going for.
You need to sit down and
turn your ADD off for a little bit,
figure out and list all
those tedious things that
Chris was mentioning
because he listed them.
He knows what he's bad at.
My ADD brain sucks at boring tasks.
I know it needs to be done.
Chris, you doubling down,
this is not a muscle you're
going to get stronger at.
This is your personality.
I can say this because Chris
is me looking at you, Chris.
Chris, this is me.
Bring someone on but cost effective.
In my opinion,
it's a virtual assistant
because you can do it for
like twelve bucks an hour.
Another challenge that he
put in the chat here in the
comments on the Facebook
group in Uncaged Clinician
is that he already started
the business or at some
point took out an SBA loan, right?
So not completely bootstrapped before.
And listen,
there's pros and cons either way.
Tony,
you started with a loan at some point
or no?
No, we never did a loan.
Ten grand or something?
Yeah, ten grand.
I had saved ten grand,
borrowed the rest from my mom.
yeah yeah so at this point
like he can't probably it
doesn't sound like he has
enough profit enough cash
flow to take out a loan
right now because he's
already paying the debt
service he's saying debt he
wrote debt missing payroll
struggling with marketing
or other problems so he's
already paying debt service
monthly debt payments back
to this sba loan from when
he started I don't remember
when he started I I think
he's been around for at
least a handful of years
with his practice but um he
can fill in the gaps for us
So he can't do it.
He can't take out another
loan right now because most
banks are going to say, well, like,
you know, it's too risky.
You don't have enough cashflow.
You're obviously making the minimal, maybe,
I don't know,
maybe you're making the
minimal debt payments on
the current initial loan.
So now you can't take an SBA
or a commercial debt loan
out right now on top of
what you already have.
Again, because of the, uh,
the cashflow challenges and,
Some practice owners can get
to this point where they're like,
everything was bootstrapped
and it was just, you know,
your own sweaty startup kind of thing.
And now he could be at a
point to take out a business loan,
but he already has the first one.
So again, it's just,
this is the current
conundrum and challenge for him.
I just think it's one of
those deals where he's
finding and he's searching
for that high profit margin
service or product, you know,
because I can be,
and I'm going to talk about myself.
I can be very inefficient, very flighty.
I can jump from idea to idea.
But until I find that high profit,
you know, cash cow,
that ATM that just prints
cash very easily,
I can't be ADHD and jump
from project to project and be poor.
I have to have, you know,
like a foundation of income there.
So I think all of us agree
like this whole idea of the
twenty four hour access and
the golf simulator and the
stuff you're on to something.
What what may help is to say, OK,
what are the things I can
get off of my plate?
Not put on a virtual assistant.
I personally have never been
able to hire a virtual assistant.
So I'm just saying I don't
think that's a reasonable expectation.
I think it's just I'm just
not going to do it.
You know,
if this is the stuff that's
taking eighty percent of my
time and producing twenty
percent of the revenue,
I am just not going to do that stuff.
I'm not going to do that.
He's talking about like things like.
like tasks that need to get done,
like paying for stuff like
that needs to get done.
So then like, that's not want that's need.
He, do you think he, he has to do it,
put your headphones on and
take your ADD meds for a
hot and then get it done and suck it up.
I mean that, or, you know, you,
you automate payments.
That's what I would virtual
assistant or automate is
like the stuff that you're like,
just do it.
Like, just like for me, it was,
it's podcast editing.
I could do it,
but I don't want to spend
two hours doing it.
So I took two each episodes.
So I spent two hours
teaching someone how to do it.
And then I said,
I'll give you a Google
drive link every time.
And that's done.
And he said, he said payroll.
I don't know that he has the only guy.
Yeah.
I don't know.
Now,
I know he talked about the stretching.
He's got a person doing stretching,
but like something like that.
How much money if he's not
the one doing it,
which I think he does it also.
But if he has somebody in
his facility doing stretching,
you're making pennies on
the dollar for something like that.
And that is a stressor.
That is something that is
sucking energy and time away.
Um, no matter how much you think it's not,
depending on the way it's structured,
it probably is more of a
drain than an asset.
So like that would be one of
those things that are just wipe out,
you know,
I'd wipe out all of the little
things that are just
draining the battery and
just focus on the one
biggest opportunity.
That's, uh, that that's,
you can accelerate exponentially, right?
You know, working,
working an hour and getting
paid a hundred dollars,
working two hours and
getting paid two hundred dollars.
That is not acceleration.
It needs to be.
I work an hour.
I get a hundred.
I work two hours.
I get four hundred.
I work three hours.
I get twelve hundred.
Right.
It has to be that.
For potential easing of this
challenging crossroads that he's at, Tony,
and also potentially
helping with cash flow,
would you also maybe
suggest or would you think
this is a possibility to
going back to that golf
simulator instead of
pitching like that monthly membership?
Maybe you make it, I don't know.
a thousand or two or three
thousand or something but
you get like unlimited
access for the next twelve
months or twenty four
months or something so you
get cash up front to uh
outsource some of this you
can catch up you know hire
an assistant hire you know
you have when you have cash
you have the buffer right
so could you get some of
that cash up front and then
you know assuming you
create like a account
account link or something
where people are not double
booking for the slots
for the golf simulator and
selling a thousand dollar,
two thousand dollar,
twelve month golf rejuvenation program,
whatever you want to call it.
You get cash up front and
then the people are not
using the full service right away.
They're going to use it over time.
What do you think of that?
I would do it like I was at a WeWork.
It's called The Yard.
It's like a WeWork sort of knockoff.
And those things were
valuable because you didn't
just say you get square
footage or you get access
whenever you want.
It was like,
there's snacks and there's
free beer and there's free whatever.
So yeah,
understand the psychographic of
who's going to use that.
Hey, by the way, if you get membership,
you can bring three friends.
No problem.
Up to three friends, a foursome, right?
That makes it feel more valuable.
Like I buy one,
but I get to sneak my friends in.
And by the way, there's always,
there's six packs into whatever,
like some people are going to abuse it,
right?
Figure out how to just weigh
heavy on that.
So at first I didn't like the idea.
And then I was like, hang on a second,
understand the psychographic.
Now we're talking about what
Chris should do.
Someone also threw a comment
in there and I wanna make
sure that Chris understands
that I think you should at
no point do this.
Someone suggested, hey,
why don't you throw some
pickleball stuff in there?
Could you do pickleball?
Pickleball is a big thing.
Yeah, you don't need a new article.
My man, you need less, not more.
I'm not doubting the success of pickleball,
but Chris,
you are pickleball or you are golf.
I know there's going to be some crossover,
but you are pickleball or golf.
Chris, you're golf.
Do not touch that pickle.
Don't touch it.
Don't go near it.
Don't think about it.
Be friends with the pickleball.
Have someone else be the
pickleball girl in the community.
And then you guys hang out,
but don't touch that pickle.
Yeah.
And he said that he's done
like hosted events and had, you know,
but that's where I think
you have to double down,
triple down bachelor parties,
bachelorette parties,
like fundraising events, you know, I mean,
that's where you get ten
thousand in cash right now.
And there's no payroll.
There's no other like
obligations going on.
It's just that one big cash outlay.
Yeah.
Do we have time to do my segment or?
Yeah, let's do it.
Let's do it.
It's called steal the strategy.
This is when I just crawl
the internet and I find
things that I'm like, Ooh,
this is kind of cool.
This is a found idea.
Have you gotten text messages like this?
Someone told me it's because my, I've been,
somebody's gotten hacked
and my data has been hacked.
Cause now I get this and I
get it in New York.
So it's specifically this easy pass.
which is our version of
FastPass or somewhere in the country.
So I'll read it for the podcast audience.
I get this text message every day.
Easy pass final reminder.
You have an outstanding toll.
Your total account balance is outstanding.
Not in a good way.
It's outstanding.
Not great.
If you fail to pay before
April twenty second.
Shoot, guys, that's today.
You will be penalized or
subject to legal action.
Now, now payment.
And a link.
Please reply why.
And it goes into more like, you know,
just boilerplate text message,
which sort of makes it look
and feel legit.
Please settle your toll
immediately after reading
this message to avoid
penalties for delaying the payment.
Thank you for your cooperation.
So...
This is a scam, everybody.
I had to remind my dad like
he was getting these two years ago.
And I'm like, this is not real.
Easy pass does not do this.
Don't worry about it.
They're going to get their money.
It's not this way.
But I thought this was a really,
really great example, ironically,
of good copywriting.
Like they really,
really thought there's urgency there.
We can go through a couple of the terms,
right?
Like easy pass.
Final reminder.
All of a sudden you have my attention.
This is an example of every
line has a specific purpose.
The headline is to get your attention,
right?
Because of that first came
off as a notification on my home screen,
right?
Understand that.
That's the only thing that I could see.
So of course I opened it.
Final reminder, what is this?
You have an outstanding toll.
Your total account balance is outstanding.
These are hitting negative emotions.
Red alert signs are going off in me,
right?
This is clickbaity.
Don't hate the player.
Hate the game.
Don't hate scammers.
Hate the idiots that fall for this.
Like that's the reason these
guys keep doing this,
but they are doing it well.
So I was sort of breaking
this down and I was saying like, okay,
we can touch on all the
emotional triggers.
This looks legit.
So it mirrors something.
That's why it's a scam.
That's not why it's good,
but it touches emotional triggers.
They give me a call to action.
I got this, got this two days ago.
And it's saying you have
like two days to settle this up.
Or you'll be penalized or
subject to legal action.
I understand the stakes.
There's tension in this story,
and I haven't even hit
paragraph number two.
And they close pretty much
with a call to action.
Now, not great grammatically,
now payment link.
So we can see all the emotional triggers,
why this is good copywriting,
because idiots fall for it.
Stop falling for this.
No, stop doing it.
But I wanted to end with
something tactical.
How could you use this same
type of clickbaity strategy
for good in your clinic?
And I've got three examples.
How about we touch on emotional urgency?
That's an emotion.
We can use this for good.
Hey, Steve,
don't let that old injury sneak back in.
Quick checkup slots are
filling fast this month.
Lockers in now.
This way you get to feel urgent,
but caring and not sleazy.
And you're not threatening
them with legal action, right?
How about scarcity and action?
Specialized dry needling
sessions available.
Only ten spots left this month.
First come, first serve.
Get yours today.
leverages urgency without lying.
There are ten slots.
Or pressuring unfairly.
You're not threatening legal
action or that you're going to sue them.
And the final example would
be something that maybe Chris could do.
You could send a text
message or an email to your list.
We're launching something
new that's going to change the move.
VIP early access open for
the first fifteen patients.
Details.
Click here.
Gives a little FOMO and
curiosity to drive action.
Use these concepts for good.
Clickbait is is neither.
The strategies are neither good nor bad.
They are tools.
And I know we have such bleeding hearts.
We can't wait to just over explain,
understand what's good
about clickbaity strategies
and use it for good and not evil.
Steal that strategy.
I love the second point.
I think it was about, uh, I took,
what I took from it was
almost like using less words.
Like when they do the,
when they send these
scammer text messages, I mean,
it's not an email and an email,
we're all accustomed to
writing too many words,
too many adjectives,
too many words that have three,
four or five syllables in
these text messages.
They are, it's very low reading level.
Uh, it's like on purpose,
it's very direct.
it's uh the least amount of
words possible to convey
everything that you discuss
like what is it what's you
know what's going on what's
the call to action why is
there urgency it's and
using the least amount of
words I love this I mean
obviously we don't love the
stupid scammer text
messages and they you know
fortunately people fall for
it and then lose money but
it is a great example of
copywriting and how to
convey something and get
someone to take action on
something you want them to
do with the shortest amount of words
Yeah, I mean,
there's another good example
of you mentioned under the
reading level is lower or
there are misspellings for a reason.
Have you guys seen these
kinds of signs in your neighborhood?
We buy houses.
Sometimes you see them in handwritten.
We buy houses cheap.
They're dumbed down because
they're looking for idiots.
They're looking for people
who have a house,
who need to sell it quickly.
Is this a scam?
Yes, it's a scam.
They're going to buy your house quickly,
way less than it's worth,
and then they're going to
flip it and take their time
and sell it because they have money.
I don't know if that's a scam.
Is that a scam, Tony?
Yeah, I would not say that is a scam.
Hold on a minute.
It's a scam in that they're, well,
all right, so it's not a scam,
but they are taking advantage.
If you sell me your house for lower,
you know, that's on you.
You're in a situation where
you need money more than the house.
Yeah.
Yes.
Sorry.
So this is a flim flam.
It's not a scam.
It's a flim flam.
Like I am coming to this transaction.
Right.
So so I think this is like
do not do this if you have
unless you need money to pay for someone,
you know,
your your heart operation like tomorrow.
You remember the we buy ugly
houses signs like those were everywhere.
They are perfectly designed
for the audience they intend to hit.
I think where healthcare
providers do it is they
make the communication about themselves.
They talk about themselves
and they use big words and
too many words.
So I feel like I touched
this just a little bit with
the running post that I
shared where I was
targeting very clearly.
Look, if you're a runner,
you're willing to run through the pain.
Pain's not the problem for you.
Your problem is you're
concerned that you're going
to break something or tear something,
which is going to take you
out of the next race.
So if you want to come in to
rule out that there is
danger in running through the pain.
I'll rule out.
I'm your guy.
I'm not going to tell you not to run.
I'm not going to tell you you can't do it.
Come in here.
I'll tell you you're safe
and just keep doing it.
Like that is a little bit of
kind of what you're referencing here,
using copywriting,
using persuasion in a
positive way to help people
get the solution they want.
Coincidentally,
we got our spam post in the
comments for cheap viewers
right as soon as you
started the segment on the
spam text messages.
and I clicked it and next
and now I'm getting alerts
from my bank that I've been
hacked I don't know I don't
know what happened how'd
that happen all right guys
let's wrap the show I'll
start the parting shots um
you know parting shots I
mean I I go back to and
I've shared this before I
think the most important
thing we do is look at
where we spend our time you
know and and spending my
time with you guys spending
my time with the
communities we have on social media
It makes me a better business owner.
It makes me a better person.
I hear new ideas and new
concepts and it makes me
look at things differently.
And I appreciate you all,
the thirty seven people
that are watching this,
plus the two guys that I
spend Tuesdays and Thursdays with.
So thank you.
Be protective of the time
you spend and spend it in
the right places.
Parting shot is if you're
looking to charge out of pocket,
you're most likely going to
have to find new prospective patients,
clients.
They are most likely not the
current Medicare
beneficiaries or insurance
mindset clients or patients
that are on your caseload
or in your previous history of patients.
I know that's challenging to consider, but
I've been there.
So just listen to this episode again.
Maybe it's two different consumers,
in my opinion.
Tony agrees,
and I think Jimmy's on board with it.
Yeah, you could do it, but like you said,
the juice versus squeeze ain't there.
It's going to take you too
long to convert one.
Go find ten others with the
same amount of effort.
Mine would be,
I'm going to give a nod to
Chris and self-awareness.
which is Chris is
understanding why he's
failing and he's being open and honest.
And he's saying,
I am willing to be open and
honest about why I'm not doing well.
And can someone help me?
And what are the solutions?
He's crowdsourcing it.
We might want to bring Chris
in for a separate live
stream and like crowdsource
this and get more because
we're going to need more details, right?
We're guessing in a lot of that things.
I'm doing some self assessment too.
Like how do I get more?
I'm doing that whole six
types of working genius.
And it's explaining a lot.
And it was worth eleven
dollars on Audible for the audio book.
But here's the thing.
I'm going to put some of
those things in action.
Like I like I know what you want.
We're academics, right?
Because we're PTs.
We went to school for a billion years.
You got to put some of those
things to action or nothing changes.
When nothing changes, nothing changes.
Follow Dave Kittle show on YouTube.
Learn Medicare billing.
We've got a Facebook group, too.
And PT podcasts.
I'm aiming for five episodes
a week coming up in two
months with my virtual assistant.
We will see you guys on Thursday.
We're going to have a secret guest.
We want to forward tease who
the guest is or make it a mystery.
Your call.
I don't want to announce it.
All right.
It's a secret guest.
I've never actually spoken to this guy.
We're opening up.
We're letting you know now.
Right.
I've never talked to this
person in person or remotely.
I've never spoken to this guy,
but been following and
reading his stuff for close to ten years.
So I'm excited.
This is like one of my white
whales getting them on the show.
Thursday, eight thirty Eastern.
We will see.