WEBVTT

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All right.

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Good Tuesday morning to everybody.

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Welcome to PT Breakfast Club.

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Today's episode is going to

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hit home for a lot of people, I think.

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And it's going to bother people, right?

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It's going to make them feel

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uncomfortable.

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Some people it won't,

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but the people that will

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make a real uncomfortable.

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Because here's the truth,

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and we're going to get into

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a post that Tony shared

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that I think some people

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understood and felt,

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and some people missed the

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mark completely.

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Being a great PT doesn't

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make you a great business owner.

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gonna say that again being a

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great physical therapist

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doesn't make you a great

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business owner those are

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two different things like

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you'd never look at a good

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business owner and be like

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they must be a good

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physical therapist if they

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own I don't know a store so

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these two things are not

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the same just because you

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think they are that being a

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great pt doesn't make you a

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great business owner and if

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your clinic still feels

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chaotic exhausting or gets

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stuck this might be why and

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just before we hit record tony had said

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Well, you had said it's a marketing issue.

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And I'm like,

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I like to zoom out and go a

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little deeper.

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I don't know if they know

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what business they're in.

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Because if they don't

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understand that they have

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to market or that's part of it,

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that means you haven't

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understood the full story.

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So do you want me to share

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the post first so you can play off of it?

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Yeah, go ahead.

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And while you're putting it up there,

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so Dave was kind enough.

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Gosh, this is probably months ago now.

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He came into my Medicare

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billing course to do a full

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hour talking about marketing,

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talking about how he

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markets and promotes what he does.

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And I think so many of us, me included,

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I always share the story back in

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uh I was like I'm good I

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wasn't even a therapist but

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I had patients who wanted

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to see me as the tech and

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not the therapist because I

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understood like what the

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patient wants they don't

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care about strength they

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don't care about all this

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other stuff that was

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important to the therapist

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they want to feel good they

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want to leave feeling

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better than when they came

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in they want to have fun

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they want to enjoy the time

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that they're there

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So I was like, oh, a vision of grandeur.

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I'm good at what I do.

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I'm going to go start a business.

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I started the business and

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realized being good at what

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I do is the tiniest part of

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running a successful business.

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And so we have patients or not patients,

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PTs in my group, my Facebook group saying,

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how do I market mobile therapy services?

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And I put up what you've got,

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top ten questions, which to me, to Dave,

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to Jimmy, this is second nature.

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You can't even think of

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marketing without even

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starting with these questions.

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And somebody said, no, no, no, no.

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How do I market to patients?

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I'm like,

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I don't even know anything about

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what you're doing.

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So where do you want to go

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with that graphic?

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Um, well,

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I think it was the discussion of the,

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about the, the comment below,

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which like what you just said, like,

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good question.

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Like what marketing will

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work to attract patients?

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And what,

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what was the rest of these questions?

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Like right now I can see,

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and I'll read them just for

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the podcast audience.

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What specific you're,

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you're saying these are the

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questions you should start

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asking yourself.

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And then the answers that

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you give or an artificial

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intelligence or a friend or people,

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that will outline your strategy.

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So the first question is

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what specific services do I

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offer and who benefits most from them?

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Who is my ideal patient?

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Like we've heard clinicians say, oh,

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I got a bunch of this on my

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schedule and that's not who I want.

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Well, you're attracting this.

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So maybe change it unless you don't,

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unless you work at a clinic

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where that's not your decision.

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But if you're creating your own business,

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you would want to work with

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the patients that you are

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lit up working with.

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So that's the second question.

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What makes my service

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different from and better

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than alternatives like

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clinics or home care?

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So that was the three questions, Tony.

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Do you remember what else was on the list?

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Yeah, so real quick, I'll go through.

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So number four,

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where do my ideal patients

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or their caregivers spend their time?

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Meaning like, are they on Facebook?

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Are they in community centers?

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Are they at church?

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Where are they?

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What free or low cost ways

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can I start marketing,

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making connections with

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these individuals?

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Because I had said in the prompt, you know,

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these are new therapists

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starting a new mobile business.

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They don't necessarily have

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big budgets to put into paid ads.

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Number six,

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do I have a budget to pay for marketing?

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Even a couple hundred

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dollars or do I have to

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start organically?

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Number seven,

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what's the current reputation

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and network strength in my community?

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Like if you just move to an

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area versus if you have deep roots,

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if you grew up there,

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you played little league,

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you're part of the school system,

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the church, whatever.

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Uh, numbers, number eight,

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am I willing to

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consistently create

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educational content like articles, videos,

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talks?

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I know therapists who are like,

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I want patients,

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but I don't want to spend

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time on social media that

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puts a roadblock in front

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of you and makes things

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just a little bit harder.

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Number nine,

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how quickly do I need results?

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If I'm making a mortgage

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payment and I don't have

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money in the bank, I need money today.

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How do I get a patient to

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give me money today as

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opposed to I can wait weeks

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or months before the big payday comes?

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Insurance,

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I'm waiting fifteen to thirty days.

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Cash, I'm collecting everything up front.

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Those are very different models.

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And then how do I or how

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will I track what's working or not?

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And I think the issue,

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before I kick it over to Dave,

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I think the issue for a lot of clinicians,

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me included,

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I'm not picking anyone out of the crowd,

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is you think, I need more patients.

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What's the best marketing?

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Like, I have sciatica.

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What's the best stretch?

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And it's completely not the

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way to think of that problem.

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Like we need context.

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We need information.

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We need so much more before

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we can ever give you an answer.

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Dave,

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what are your thoughts when somebody says,

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you know, I need more patients.

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What do I do?

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Is this based off of just

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this post or that other one

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that we had messaged?

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That was like the mobile

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Medicare Part B. It was another post,

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but are we talking about

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these together or just this

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one with the questions you

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laid out and then Fred's comment?

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Whatever you like.

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So, I don't know.

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I always react somewhat, I think,

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I don't want to say negatively.

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I want to say, in my opinion,

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like realistically, which is...

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when there's these questions

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or comments on these Facebook groups,

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it's people that are even before,

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like Tony's saying, you gotta know this,

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you gotta know that,

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you should have already done testing,

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you should have already

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figured things out,

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you should have already, of course,

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you're gonna figure things

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out along the way in

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business and entrepreneurship.

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That, of course, just goes without saying.

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But to come in and ask such

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either comments or

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questions around

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newbie-type questions around marketing,

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I don't understand it.

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I don't understand if

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someone has a mobile Medicare practice.

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I don't understand why

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you're in a Facebook group

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for physical therapists asking like, hey,

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what marketing is working for everyone?

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Like Fox Rehab is what,

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in thirty six or something states,

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like soon probably every state.

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and like just look at like

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what they do so okay you

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can't have a person in

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every hospital and every

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nurse case manager's email

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and all that you can't you

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know but you could do it

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manually you can go on

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linkedin you could just

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just search linkedin and

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just do um hundreds of cold

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messages you can go to the

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senior center down the

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street you go to the

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library like tony said

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where are these people

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hanging out are they at

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pickleball courts when it's

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nice out are they at the

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library or the coffee shop

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when it's raining outside

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or whatever there's just too much of the

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I don't wanna do too much of a rant,

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but there's just too much

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of like the first reaction

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for so many therapists that

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are in business is I'm

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gonna go on Facebook or I'm

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gonna go into a Facebook

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group and I wanna like tell

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everyone my issues and

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problems and try to get

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some reassurance that

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everyone else has this

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problem instead of just

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going out and getting after it.

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I just don't understand like,

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run like if you don't have

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money to run facebook ads

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then you should be cold

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calling people cold

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messaging people scheduling

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uh like doing calls doing

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zooms interviewing

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influencers people in the

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neighborhood politicians

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lawyers whoever it's really

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not that hard I don't understand why

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I'm trying to be nice here I

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know like I want this I

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want this to be helpful and

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I want to be helpful by

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saying don't do the

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facebook question thing

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because it shows like maybe

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you've never had a business

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before well if this is your

00:08:48.878 --> 00:08:50.678
first business and you're I

00:08:50.698 --> 00:08:51.860
don't know twenty nine

00:08:52.059 --> 00:08:53.942
thirty five forty five

00:08:54.442 --> 00:08:55.523
you've not been smacked in

00:08:55.543 --> 00:08:56.604
the face by life yet you

00:08:56.624 --> 00:08:57.364
have not been smacked in

00:08:57.403 --> 00:08:58.105
the face you've not been

00:08:58.144 --> 00:08:58.806
punched in the face by

00:08:58.846 --> 00:09:00.447
rejection in business and

00:09:00.466 --> 00:09:01.548
entrepreneurship yet and

00:09:02.187 --> 00:09:03.249
so when you come in and ask

00:09:03.328 --> 00:09:04.730
like where do I get

00:09:05.230 --> 00:09:06.432
medicare patients from it's

00:09:06.491 --> 00:09:09.794
like I don't know like I I

00:09:09.815 --> 00:09:10.735
just don't have time to

00:09:11.917 --> 00:09:13.197
that person needs so much

00:09:13.238 --> 00:09:14.278
help that even if you help

00:09:14.298 --> 00:09:15.320
them with getting the

00:09:15.340 --> 00:09:16.922
medicare patients they're

00:09:16.961 --> 00:09:17.923
still going to have problems

00:09:18.529 --> 00:09:19.691
Before Jimmy comes in,

00:09:19.711 --> 00:09:21.091
and I think that's the thing.

00:09:21.131 --> 00:09:22.573
You hit it on the last sentence.

00:09:23.193 --> 00:09:25.296
It's like they don't know

00:09:25.316 --> 00:09:25.916
what they don't know.

00:09:26.417 --> 00:09:28.899
They're so, so green in this.

00:09:28.958 --> 00:09:29.359
Again,

00:09:29.899 --> 00:09:31.201
I thought I'd hang a business card

00:09:31.221 --> 00:09:32.201
in the sandwich shop and

00:09:32.241 --> 00:09:33.722
get flooded with new clients.

00:09:33.942 --> 00:09:36.245
This was me coming to business.

00:09:37.066 --> 00:09:38.047
I understand and I can

00:09:38.086 --> 00:09:40.048
empathize with what they're coming with.

00:09:40.649 --> 00:09:42.230
But just like you can't take

00:09:42.370 --> 00:09:44.231
a professional coach and

00:09:44.272 --> 00:09:45.513
get them to coach third

00:09:45.533 --> 00:09:46.714
grade football again,

00:09:47.254 --> 00:09:48.934
they're too far beyond that.

00:09:49.615 --> 00:09:50.476
I feel like you might be a

00:09:50.496 --> 00:09:52.738
little too far beyond the

00:09:52.918 --> 00:09:54.198
ability to help this person

00:09:54.239 --> 00:09:55.360
with this question because

00:09:55.780 --> 00:09:57.381
we got to go a hundred miles back.

00:09:57.761 --> 00:09:58.861
And we gotta be like, look,

00:09:59.081 --> 00:10:00.043
doesn't matter if you're a

00:10:00.062 --> 00:10:01.503
good therapist or a bad therapist.

00:10:01.543 --> 00:10:02.863
We gotta start with what is

00:10:02.903 --> 00:10:03.702
the business you're in,

00:10:03.722 --> 00:10:05.203
which is what Jimmy's gonna talk about.

00:10:05.303 --> 00:10:06.464
Where are you starting?

00:10:06.823 --> 00:10:07.965
What do you even wanna do?

00:10:08.024 --> 00:10:08.904
Who are the people you're

00:10:08.924 --> 00:10:09.865
trying to connect to?

00:10:10.365 --> 00:10:12.926
But that person is still

00:10:12.966 --> 00:10:14.385
stuck in the idea that they

00:10:14.405 --> 00:10:15.586
don't even realize that

00:10:15.605 --> 00:10:16.147
stuff's important.

00:10:16.167 --> 00:10:17.687
They're like, no, just give me the answer.

00:10:17.726 --> 00:10:19.807
Just give me, it's Facebook ads.

00:10:19.886 --> 00:10:20.888
Put a hundred dollars a

00:10:20.947 --> 00:10:22.168
month into Facebook ads and

00:10:22.187 --> 00:10:22.847
you will be flooded.

00:10:22.888 --> 00:10:24.369
That's the answer that they want,

00:10:24.908 --> 00:10:25.729
but it's not helpful.

00:10:28.621 --> 00:10:28.721
Yeah.

00:10:28.861 --> 00:10:29.663
Well, Scott, real quick,

00:10:29.703 --> 00:10:30.524
is asking what happened.

00:10:30.544 --> 00:10:32.168
I'll tell you what happened.

00:10:33.169 --> 00:10:33.910
And by the way,

00:10:35.441 --> 00:10:36.381
Every parent's been through this,

00:10:36.542 --> 00:10:37.982
but my twelve month old son

00:10:38.003 --> 00:10:39.183
woke me up five times last night.

00:10:39.203 --> 00:10:39.985
I didn't even shave yet.

00:10:40.044 --> 00:10:40.664
I always like to shave

00:10:40.684 --> 00:10:41.865
before I even get here, you know,

00:10:42.527 --> 00:10:44.048
and I honestly I was going

00:10:44.067 --> 00:10:45.389
to just not jump on.

00:10:45.688 --> 00:10:46.470
But that's the difference

00:10:46.490 --> 00:10:48.250
between me and a whole

00:10:48.270 --> 00:10:48.991
bunch of other folks out

00:10:49.032 --> 00:10:50.633
there is this is not even a job,

00:10:50.673 --> 00:10:52.453
but it's like I'm showing up.

00:10:52.474 --> 00:10:53.936
We do this Tuesday, Thursday morning.

00:10:54.475 --> 00:10:54.995
And here I am.

00:10:55.035 --> 00:10:55.797
I'm showing up a little

00:10:55.817 --> 00:10:56.618
maybe a little edgy,

00:10:56.798 --> 00:10:57.638
maybe a little cagey.

00:10:57.938 --> 00:11:00.080
But this is sometimes the

00:11:00.179 --> 00:11:02.001
anecdote that these therapists need.

00:11:02.378 --> 00:11:03.578
I did notice the fact that

00:11:03.798 --> 00:11:04.739
Dave has a concierge

00:11:04.778 --> 00:11:05.700
practice in New York.

00:11:06.059 --> 00:11:08.000
Tony's got a brick and mortar in Ohio.

00:11:08.120 --> 00:11:09.001
Jimmy's sort of in the middle.

00:11:09.282 --> 00:11:10.342
But we're also different

00:11:10.383 --> 00:11:12.423
because Tony's got teenagers.

00:11:12.543 --> 00:11:14.565
Dave's got a one-year-old teenager.

00:11:14.880 --> 00:11:15.140
you know,

00:11:15.321 --> 00:11:16.461
I played video games until

00:11:16.522 --> 00:11:17.442
midnight last night and

00:11:17.462 --> 00:11:19.443
woke up whatever I wanted.

00:11:20.703 --> 00:11:21.684
I do think I like how the

00:11:21.725 --> 00:11:23.206
fact that we have like the gamut there.

00:11:24.167 --> 00:11:25.086
I see what Dave's saying.

00:11:25.326 --> 00:11:26.048
I've said it before.

00:11:26.107 --> 00:11:27.928
I've had that rant this

00:11:28.009 --> 00:11:29.309
morning since I slept well,

00:11:29.450 --> 00:11:31.030
I'm going to give that person grace,

00:11:31.071 --> 00:11:32.652
which is the things that

00:11:32.692 --> 00:11:34.493
Dave knows Dave needs to

00:11:34.533 --> 00:11:35.852
give himself credit for

00:11:36.153 --> 00:11:37.073
because the stuff that he

00:11:37.094 --> 00:11:39.556
thinks is simple isn't for everybody.

00:11:39.895 --> 00:11:40.096
But,

00:11:40.316 --> 00:11:42.758
But this is sort of ready fire aim.

00:11:42.918 --> 00:11:45.379
Like what I'm guessing is in this comment,

00:11:45.399 --> 00:11:46.900
that person has a business

00:11:47.341 --> 00:11:48.662
and is now thinking,

00:11:49.523 --> 00:11:50.583
where do I get the patients from?

00:11:50.683 --> 00:11:51.864
Like, whoa,

00:11:51.903 --> 00:11:53.765
that should have been six miles

00:11:53.806 --> 00:11:56.707
before how I would like to say, hey, Max,

00:11:56.927 --> 00:11:57.708
when you're reviewing the

00:11:57.749 --> 00:11:58.970
transcript of this episode,

00:11:59.210 --> 00:12:00.770
turn Tony's questions into

00:12:00.831 --> 00:12:02.812
a into a PDF document that

00:12:02.831 --> 00:12:04.433
we can supply the listeners with later.

00:12:05.273 --> 00:12:06.495
Now that I've said that later on,

00:12:06.554 --> 00:12:07.035
it'll do that.

00:12:08.017 --> 00:12:08.918
But this is the same thing I

00:12:08.957 --> 00:12:09.799
do with big businesses.

00:12:10.080 --> 00:12:11.422
Of course, Jimmy loves visuals.

00:12:11.802 --> 00:12:12.844
This is the flow chart.

00:12:12.923 --> 00:12:13.625
I give this away.

00:12:13.926 --> 00:12:15.508
This is what I want people to look at.

00:12:15.947 --> 00:12:16.950
Like this is essentially

00:12:16.970 --> 00:12:18.192
what Tony just described,

00:12:18.211 --> 00:12:19.332
but in a visual format,

00:12:19.373 --> 00:12:21.196
which is who are you talking to?

00:12:22.116 --> 00:12:23.577
What are their problems?

00:12:23.618 --> 00:12:24.798
What are they looking to become?

00:12:24.818 --> 00:12:25.899
What are they looking to avoid?

00:12:25.940 --> 00:12:27.461
That's on the left side, that in yellow.

00:12:28.022 --> 00:12:28.623
On the right,

00:12:28.842 --> 00:12:30.063
what do you bring to the table?

00:12:30.124 --> 00:12:32.105
What's your unique selling proposition?

00:12:32.446 --> 00:12:33.966
And where their problems and

00:12:34.027 --> 00:12:35.969
goals and your uniqueness

00:12:36.208 --> 00:12:38.610
come and cross in a Venn diagram,

00:12:38.831 --> 00:12:40.111
which is my favorite type of diagram.

00:12:40.371 --> 00:12:42.014
That's your shared why.

00:12:42.033 --> 00:12:43.514
That's what Simon Sinek talks about.

00:12:43.894 --> 00:12:44.615
And from there,

00:12:44.836 --> 00:12:45.836
you need to do the legwork.

00:12:46.649 --> 00:12:47.629
What Dave was getting at,

00:12:47.669 --> 00:12:49.711
which is Alex Hormozy said, dude,

00:12:49.750 --> 00:12:50.471
if you're broke,

00:12:50.630 --> 00:12:51.750
you have no excuse of why

00:12:51.770 --> 00:12:52.650
you're not calling people

00:12:52.870 --> 00:12:55.731
or knocking on doors or walking around.

00:12:55.912 --> 00:12:56.831
Like, you know,

00:12:56.912 --> 00:12:58.111
Alex Hormozy isn't great

00:12:58.152 --> 00:12:58.852
because he's brilliant.

00:12:58.952 --> 00:12:59.773
Alex Hormozy is great

00:12:59.793 --> 00:13:01.232
because he is unabashedly

00:13:01.633 --> 00:13:03.553
not shy about saying I'm

00:13:03.573 --> 00:13:04.514
not doing well right now.

00:13:04.693 --> 00:13:06.293
But if what his line was,

00:13:06.333 --> 00:13:07.595
if you're willing to be bad

00:13:07.615 --> 00:13:08.634
at something for a hundred days,

00:13:08.654 --> 00:13:09.514
you'll beat everybody.

00:13:09.955 --> 00:13:10.535
And that is true.

00:13:11.096 --> 00:13:13.096
I just started at Athelas, my day job,

00:13:13.758 --> 00:13:14.378
two months ago.

00:13:14.519 --> 00:13:15.698
And they gave me a ton of training,

00:13:15.960 --> 00:13:16.580
a ton of it.

00:13:16.600 --> 00:13:17.980
The problem is there's so much to learn,

00:13:18.201 --> 00:13:18.981
but they have a program

00:13:19.001 --> 00:13:20.623
where I can watch videos of

00:13:20.722 --> 00:13:21.624
other people doing

00:13:21.744 --> 00:13:23.424
demonstrations to get better.

00:13:24.206 --> 00:13:24.846
Do you want to know what I

00:13:24.885 --> 00:13:25.706
do when I wake up in the

00:13:25.726 --> 00:13:27.128
morning while I'm making eggs?

00:13:27.148 --> 00:13:28.229
I'm watching other demos.

00:13:28.408 --> 00:13:29.110
Is that sexy?

00:13:29.309 --> 00:13:30.029
Absolutely not.

00:13:30.090 --> 00:13:31.350
Will it make me better in a hundred days?

00:13:31.571 --> 00:13:31.912
Yes.

00:13:32.231 --> 00:13:32.851
Am I doing it?

00:13:33.312 --> 00:13:33.653
Yes.

00:13:33.972 --> 00:13:34.594
It's pushups.

00:13:35.653 --> 00:13:37.114
The problem with just doing

00:13:37.153 --> 00:13:38.955
push-ups is this guy, Fred,

00:13:38.995 --> 00:13:41.174
needs to know where to start.

00:13:41.195 --> 00:13:41.975
If he's willing to put the

00:13:42.014 --> 00:13:43.195
comment in the Facebook group,

00:13:43.355 --> 00:13:44.076
he's got to be willing to

00:13:44.115 --> 00:13:45.375
Google it and just watch

00:13:45.395 --> 00:13:46.255
what ten other people are

00:13:46.275 --> 00:13:47.255
doing and then do the

00:13:47.296 --> 00:13:48.155
push-ups every morning.

00:13:48.475 --> 00:13:49.255
I'm very sorry.

00:13:53.057 --> 00:13:53.817
That's the truth.

00:13:55.998 --> 00:13:58.298
Well, Kendrick said,

00:13:59.158 --> 00:14:00.398
I go back and forth with my

00:14:00.457 --> 00:14:01.678
partner about always paying

00:14:01.698 --> 00:14:02.499
for certain things.

00:14:03.158 --> 00:14:03.759
Why not

00:14:04.437 --> 00:14:06.038
while not wanting to do the

00:14:06.078 --> 00:14:08.140
things that cost less cold calling,

00:14:08.181 --> 00:14:10.123
visiting offices, dropping off cards.

00:14:10.682 --> 00:14:13.044
We did at one point, you know, history,

00:14:13.426 --> 00:14:14.826
we used to do everything ourselves.

00:14:14.907 --> 00:14:16.688
My wife and I, uh, we would,

00:14:17.229 --> 00:14:18.370
we would cook the meal.

00:14:18.390 --> 00:14:19.350
We'd take the meal to the

00:14:19.390 --> 00:14:20.331
physician office.

00:14:20.371 --> 00:14:21.553
We'd set up the buffet.

00:14:22.193 --> 00:14:23.254
We, we did all of that.

00:14:23.294 --> 00:14:24.495
We would go do drop-offs.

00:14:24.736 --> 00:14:26.557
I, I used to be so like,

00:14:27.698 --> 00:14:29.700
whatever the term is, guerrilla marketing.

00:14:29.801 --> 00:14:30.961
You guys remember that book.

00:14:31.761 --> 00:14:32.942
I would grab a bunch of free

00:14:32.981 --> 00:14:34.964
newspapers on Siesta Key.

00:14:35.083 --> 00:14:37.684
I'd stuff my flyer and brochure into it.

00:14:37.705 --> 00:14:38.566
And then I go around the

00:14:38.586 --> 00:14:40.006
neighborhood at two PM or

00:14:40.047 --> 00:14:42.187
two AM and throw those free

00:14:42.248 --> 00:14:43.388
newspapers into people's

00:14:43.428 --> 00:14:45.068
driveways around my clinic.

00:14:45.110 --> 00:14:47.390
Like I would do everything.

00:14:48.259 --> 00:14:49.620
Then we got enough money in

00:14:49.660 --> 00:14:50.321
the bank account.

00:14:50.360 --> 00:14:50.721
We did.

00:14:50.761 --> 00:14:51.761
We hired a person.

00:14:52.322 --> 00:14:53.663
She had been a patient.

00:14:54.144 --> 00:14:56.885
Then she was a retired

00:14:56.926 --> 00:14:59.388
marketing something for some company.

00:14:59.908 --> 00:15:00.587
And she was awesome.

00:15:00.707 --> 00:15:01.849
And we'd pay her a, you know,

00:15:01.889 --> 00:15:03.509
a twenty hour a week position.

00:15:03.529 --> 00:15:05.292
She'd go to all the physician offices.

00:15:06.852 --> 00:15:07.952
And of course, I mean.

00:15:08.913 --> 00:15:10.014
I'll get canceled for this,

00:15:10.073 --> 00:15:11.394
but she was cute.

00:15:11.434 --> 00:15:12.414
She was friendly.

00:15:12.475 --> 00:15:13.475
She was good looking.

00:15:13.755 --> 00:15:15.816
She could get past the front

00:15:15.855 --> 00:15:17.017
desk because she was old

00:15:17.057 --> 00:15:19.096
enough to talk to the receptionist,

00:15:19.457 --> 00:15:20.758
but she was still young

00:15:20.798 --> 00:15:22.057
enough and appealing enough

00:15:22.138 --> 00:15:24.938
and had communication skills, air quotes,

00:15:25.360 --> 00:15:26.740
to talk to the surgeons.

00:15:27.320 --> 00:15:28.280
And she did amazing.

00:15:28.301 --> 00:15:28.780
Oh, boy.

00:15:29.760 --> 00:15:30.681
And she really,

00:15:30.740 --> 00:15:32.662
when we were at like five locations,

00:15:33.621 --> 00:15:35.003
she did a tremendous job.

00:15:36.609 --> 00:15:38.490
Sam is saying what also I'm thinking,

00:15:39.190 --> 00:15:40.029
which is they know the

00:15:40.129 --> 00:15:41.071
answer to the question,

00:15:41.750 --> 00:15:44.011
that they know what the things are,

00:15:44.131 --> 00:15:45.032
and it's psychology,

00:15:45.052 --> 00:15:46.432
which is how do I get over

00:15:46.451 --> 00:15:49.253
my fear and awkwardness of doing,

00:15:49.312 --> 00:15:51.274
I'm using air quotes, doing social media,

00:15:51.894 --> 00:15:53.075
posting, knocking.

00:15:55.381 --> 00:15:57.264
Being hungry is a really

00:15:57.303 --> 00:15:59.025
good motivator and teacher, right?

00:15:59.066 --> 00:16:00.187
If you understand that the

00:16:00.288 --> 00:16:01.308
only difference between you

00:16:01.328 --> 00:16:02.910
and eating tomorrow is

00:16:02.971 --> 00:16:04.373
doing something awkward today,

00:16:04.692 --> 00:16:05.673
like you'll jump.

00:16:06.455 --> 00:16:09.418
So, you know, that, I don't know,

00:16:09.438 --> 00:16:10.519
maybe there's too much safety.

00:16:11.020 --> 00:16:11.861
That's the line, right?

00:16:11.902 --> 00:16:12.682
And I always screw it up.

00:16:13.490 --> 00:16:14.772
Right.

00:16:14.812 --> 00:16:16.374
When the when the pain of

00:16:16.433 --> 00:16:18.336
inaction is you only do you

00:16:18.355 --> 00:16:19.217
only do something when the

00:16:19.238 --> 00:16:20.899
pain of inaction is greater

00:16:20.919 --> 00:16:21.760
than the pain of action.

00:16:22.381 --> 00:16:23.322
I don't care if I'm out of

00:16:23.342 --> 00:16:24.364
shape and lazy if I'm on

00:16:24.403 --> 00:16:25.466
the couch until that

00:16:25.505 --> 00:16:27.509
bothers me enough that that

00:16:27.589 --> 00:16:28.570
hurts more than what

00:16:28.629 --> 00:16:30.673
pushups feel like that I do the pushups.

00:16:31.243 --> 00:16:33.604
But I will say now we have enough options.

00:16:33.663 --> 00:16:35.466
Like I still to this day

00:16:35.505 --> 00:16:37.687
will not go to like the

00:16:37.947 --> 00:16:39.727
Chamber of Commerce, you know,

00:16:39.768 --> 00:16:41.749
card exchange and go

00:16:41.869 --> 00:16:42.909
socialize and mingle.

00:16:42.929 --> 00:16:43.831
I'm never going to do that.

00:16:44.870 --> 00:16:46.131
We have so many options.

00:16:46.152 --> 00:16:46.331
Why?

00:16:46.351 --> 00:16:47.633
Because you don't like it or

00:16:47.653 --> 00:16:48.413
you don't think the juice

00:16:48.432 --> 00:16:49.173
is worth a squeeze?

00:16:50.782 --> 00:16:53.183
The juice is always worth the squeeze.

00:16:53.384 --> 00:16:54.804
If you put the effort in,

00:16:55.086 --> 00:16:56.547
I am not comfortable going

00:16:56.606 --> 00:16:58.067
up to a stranger and trying

00:16:58.107 --> 00:16:59.149
to sell my wares.

00:16:59.188 --> 00:17:00.389
So I'm, I'm going to,

00:17:00.448 --> 00:17:01.830
it's going to be a waste of time for me,

00:17:02.171 --> 00:17:03.591
but you do something great at it,

00:17:03.991 --> 00:17:05.133
but you're doing something else.

00:17:05.432 --> 00:17:05.712
Yeah.

00:17:05.792 --> 00:17:06.593
And that's what I'm saying.

00:17:06.613 --> 00:17:08.653
So there's other options.

00:17:09.054 --> 00:17:10.654
You know, if you don't like video,

00:17:10.775 --> 00:17:12.795
you could do podcasts for voice only.

00:17:12.836 --> 00:17:13.836
If you don't like voice,

00:17:13.855 --> 00:17:15.155
you could do written content.

00:17:15.175 --> 00:17:16.896
If you don't like that, again,

00:17:16.916 --> 00:17:18.696
you could go into church groups.

00:17:18.737 --> 00:17:20.518
You can go into sports.

00:17:20.538 --> 00:17:22.818
You can go into, you know, knitting clubs.

00:17:23.098 --> 00:17:24.159
There are so many

00:17:24.278 --> 00:17:26.720
opportunities to private Facebook groups.

00:17:27.079 --> 00:17:28.701
That's why I love this graphic, right?

00:17:29.615 --> 00:17:30.836
Because you change your who

00:17:31.256 --> 00:17:32.596
and everything else after it changes.

00:17:32.616 --> 00:17:33.977
That's why I disagree with Simon Sinek,

00:17:33.997 --> 00:17:34.116
right?

00:17:34.136 --> 00:17:35.038
When he says start with why.

00:17:35.077 --> 00:17:35.718
I say start with who.

00:17:35.917 --> 00:17:36.518
Get to why.

00:17:36.917 --> 00:17:38.679
That's why in this graphic, how, where,

00:17:38.699 --> 00:17:40.519
and when are like gray.

00:17:40.858 --> 00:17:42.259
Like they're monochromatic.

00:17:42.839 --> 00:17:44.700
You can put anything you want in there.

00:17:44.819 --> 00:17:46.381
Like it sort of doesn't matter.

00:17:46.800 --> 00:17:47.921
Do what's right for you.

00:17:48.000 --> 00:17:48.961
Like I have no problem

00:17:49.001 --> 00:17:50.582
speaking or networking, right?

00:17:50.602 --> 00:17:51.803
I'm going to one of those

00:17:51.843 --> 00:17:53.002
health to tech events again

00:17:53.383 --> 00:17:54.403
in Boston tomorrow.

00:17:54.883 --> 00:17:56.124
Dude, that's my playground.

00:17:56.743 --> 00:17:58.584
But if you asked me to write something,

00:17:58.884 --> 00:17:59.345
I'd be like,

00:18:00.525 --> 00:18:01.565
I'd sit there for three hours

00:18:01.605 --> 00:18:02.664
and get no words out.

00:18:03.226 --> 00:18:04.885
Understand yourself first.

00:18:04.905 --> 00:18:05.066
Yeah.

00:18:05.365 --> 00:18:06.326
Your how, where, when?

00:18:06.625 --> 00:18:07.446
Dude, it's infinite.

00:18:07.507 --> 00:18:07.646
Like,

00:18:07.727 --> 00:18:08.967
look at the thing you're watching or

00:18:09.007 --> 00:18:10.487
listening to this thing on right now.

00:18:10.826 --> 00:18:11.708
Like, that's insane.

00:18:11.948 --> 00:18:13.827
I heard someone a few years ago.

00:18:14.347 --> 00:18:14.847
I don't want to give him

00:18:14.887 --> 00:18:15.848
credit because he gave it

00:18:15.868 --> 00:18:16.749
to me in private.

00:18:17.528 --> 00:18:17.888
But he said,

00:18:18.329 --> 00:18:19.671
watching physical therapists

00:18:19.892 --> 00:18:22.434
argue on smartphones and chat rooms,

00:18:22.795 --> 00:18:23.796
it's like handing someone

00:18:23.855 --> 00:18:25.077
TheraBand and they just use

00:18:25.097 --> 00:18:25.897
it as a slingshot.

00:18:25.917 --> 00:18:26.159
It's like,

00:18:26.378 --> 00:18:28.961
I gave you a powerful tool that

00:18:28.981 --> 00:18:30.083
you would have died for

00:18:30.123 --> 00:18:31.384
twenty years ago and then

00:18:31.424 --> 00:18:32.486
handed it to you for free

00:18:32.625 --> 00:18:34.127
and you're just using it like an idiot.

00:18:34.307 --> 00:18:34.508
Amen.

00:18:34.528 --> 00:18:37.010
Amen.

00:18:37.131 --> 00:18:38.673
What are you bitching about?

00:18:39.355 --> 00:18:41.557
So let's give three tangible,

00:18:42.318 --> 00:18:43.740
actionable things right now,

00:18:43.900 --> 00:18:45.722
one from each of us that

00:18:45.782 --> 00:18:47.505
play to our strengths that

00:18:47.585 --> 00:18:48.925
maybe this person will want

00:18:48.945 --> 00:18:50.367
to use or anybody who's out there.

00:18:50.708 --> 00:18:52.891
So if I was a mobile therapist today,

00:18:53.230 --> 00:18:55.413
starting with zero, I had no connections,

00:18:55.493 --> 00:18:56.694
no networks, nothing.

00:18:57.296 --> 00:18:58.516
I would create a free

00:18:58.536 --> 00:19:00.836
YouTube account with zero subscribers.

00:19:01.436 --> 00:19:02.636
I would start reaching out

00:19:02.676 --> 00:19:04.597
to local referral sources,

00:19:04.637 --> 00:19:06.057
whether they be physicians

00:19:06.178 --> 00:19:08.378
or non-physicians, anybody,

00:19:08.439 --> 00:19:09.979
massage therapists, chiropractors,

00:19:10.019 --> 00:19:10.420
whoever.

00:19:11.160 --> 00:19:12.440
And I would literally start

00:19:12.480 --> 00:19:13.819
inviting them on to do a

00:19:13.880 --> 00:19:15.141
ten-minute interview to

00:19:15.221 --> 00:19:16.480
highlight their specialty

00:19:16.520 --> 00:19:17.260
and what they're doing.

00:19:17.381 --> 00:19:19.281
I would just ask them three questions.

00:19:19.761 --> 00:19:20.722
I would tell them you can

00:19:20.762 --> 00:19:22.144
pick from any of the ten,

00:19:22.204 --> 00:19:23.567
but I'll just do three.

00:19:23.886 --> 00:19:25.148
You could do it from your office.

00:19:25.429 --> 00:19:27.152
Here's a free Zoom link for

00:19:27.172 --> 00:19:28.353
a free Zoom account.

00:19:28.733 --> 00:19:30.395
And I would just start those

00:19:30.576 --> 00:19:32.258
interviews with my phone.

00:19:32.597 --> 00:19:34.180
No special equipment, nothing.

00:19:34.840 --> 00:19:35.622
I would get that out there.

00:19:35.642 --> 00:19:37.343
And I'm not doing it because

00:19:37.383 --> 00:19:38.624
of the YouTube audience

00:19:38.683 --> 00:19:39.684
that doesn't exist.

00:19:39.765 --> 00:19:42.086
I'm doing it for reciprocity

00:19:42.105 --> 00:19:44.367
because that doctor is then going to say,

00:19:44.688 --> 00:19:46.549
hey, this guy, I never heard of this.

00:19:46.609 --> 00:19:47.470
What do you do again?

00:19:47.710 --> 00:19:49.471
Oh, you go to patients homes.

00:19:49.971 --> 00:19:51.432
Now that's one seed that was

00:19:51.492 --> 00:19:53.875
planted that will grow over time.

00:19:54.154 --> 00:19:55.375
So that's what I would do.

00:19:55.415 --> 00:19:56.656
But that plays to my strengths.

00:19:56.997 --> 00:19:59.098
Yeah, I would do that and I would make it,

00:19:59.159 --> 00:20:00.460
I would even lower the bar,

00:20:00.500 --> 00:20:02.401
but raise the virality is

00:20:02.781 --> 00:20:04.843
you steal what the guy from

00:20:05.243 --> 00:20:05.983
Morning Brew does,

00:20:06.003 --> 00:20:07.204
a sixty second startup.

00:20:07.705 --> 00:20:08.205
Same thing,

00:20:08.226 --> 00:20:09.527
but the whole thing isn't five minutes,

00:20:09.547 --> 00:20:11.189
it's sixty seconds, right?

00:20:11.368 --> 00:20:12.410
You're gonna pick three questions,

00:20:12.430 --> 00:20:12.950
you're gonna tell me,

00:20:13.230 --> 00:20:14.550
you're gonna tell me about you.

00:20:15.551 --> 00:20:16.732
But it's not bragging when

00:20:17.053 --> 00:20:18.993
I'm interviewing you and I'm saying, Dave,

00:20:19.054 --> 00:20:20.134
tell me three things about

00:20:20.174 --> 00:20:21.115
concierge pain relief.

00:20:21.174 --> 00:20:22.115
Do this, do this, do this.

00:20:22.596 --> 00:20:23.135
And then you just,

00:20:23.236 --> 00:20:24.257
you can clip it together on

00:20:24.297 --> 00:20:25.518
the free apps on your phone.

00:20:25.837 --> 00:20:26.538
And the whole thing,

00:20:26.557 --> 00:20:27.398
the whole interaction is

00:20:27.419 --> 00:20:28.378
gonna be five minutes.

00:20:29.019 --> 00:20:30.180
Even if no one watches it,

00:20:30.279 --> 00:20:32.320
they walk away with a video about them.

00:20:32.361 --> 00:20:34.541
It's the ultimate door opener, right?

00:20:34.563 --> 00:20:35.583
It's why guys are supposed,

00:20:35.643 --> 00:20:36.624
it's why apparently,

00:20:36.844 --> 00:20:38.224
it's why guys buy girls drinks.

00:20:38.265 --> 00:20:38.984
It's a door opener.

00:20:39.065 --> 00:20:40.105
Hey, let me get something for you.

00:20:40.385 --> 00:20:41.266
How do I help you out?

00:20:41.806 --> 00:20:43.047
Do that ten times and you

00:20:43.067 --> 00:20:44.288
don't think you get one referral?

00:20:45.423 --> 00:20:46.305
And the only thing I would

00:20:46.325 --> 00:20:47.444
add is the mentality shift

00:20:47.525 --> 00:20:49.385
of if I told you you had to

00:20:49.425 --> 00:20:50.707
fail ten times in a row and

00:20:50.727 --> 00:20:51.426
then you could quit for the

00:20:51.446 --> 00:20:52.327
day and you don't have to

00:20:52.347 --> 00:20:53.147
work until tomorrow,

00:20:53.387 --> 00:20:54.788
you'd fail as fast as you could.

00:20:55.128 --> 00:20:56.170
Ask ten people if they'll be

00:20:56.190 --> 00:20:56.710
willing to do.

00:20:57.330 --> 00:20:58.131
I would name it this.

00:20:58.171 --> 00:20:59.451
I will give this one one

00:20:59.471 --> 00:21:00.451
piece of tactical advice.

00:21:00.972 --> 00:21:02.153
I live in the town of Montgomery.

00:21:02.532 --> 00:21:04.294
I would say make it sixty

00:21:04.354 --> 00:21:05.835
second Montgomery and make

00:21:05.954 --> 00:21:07.215
everything about the community.

00:21:07.256 --> 00:21:07.395
Right.

00:21:07.415 --> 00:21:08.517
Because that person probably

00:21:08.557 --> 00:21:09.717
wants to be known in their community,

00:21:09.757 --> 00:21:10.057
too.

00:21:10.377 --> 00:21:11.498
They now see you as a way

00:21:11.518 --> 00:21:12.558
for them to get known.

00:21:15.498 --> 00:21:17.779
To expand on the Tony video thing,

00:21:17.920 --> 00:21:19.681
when you have the physician,

00:21:19.701 --> 00:21:20.701
the nurse case manager,

00:21:20.721 --> 00:21:21.902
whoever on the Zoom video,

00:21:22.423 --> 00:21:23.884
you start the video and

00:21:23.903 --> 00:21:25.244
then you introduce yourself.

00:21:25.285 --> 00:21:26.786
Like, all right, everyone, hey,

00:21:26.826 --> 00:21:27.346
welcome back.

00:21:27.486 --> 00:21:28.646
This is Dr. Dave Kittle.

00:21:28.686 --> 00:21:29.507
I'm the owner of Concierge

00:21:29.527 --> 00:21:30.488
Pain Relief Home Physical

00:21:30.528 --> 00:21:32.009
Therapy and we specialize in.

00:21:32.449 --> 00:21:33.089
And then, you know,

00:21:33.130 --> 00:21:34.411
today we have physician,

00:21:34.451 --> 00:21:36.011
doctor so-and-so and blah, blah, blah.

00:21:36.051 --> 00:21:36.872
And you kick it over to them.

00:21:37.212 --> 00:21:38.393
So even on the video,

00:21:38.673 --> 00:21:40.114
the person that is sitting there,

00:21:40.474 --> 00:21:41.555
they heard your little

00:21:41.915 --> 00:21:43.856
pitch on who you specialize in helping.

00:21:44.356 --> 00:21:45.178
They've just heard it.

00:21:46.239 --> 00:21:47.901
but you're not pitching it to them.

00:21:47.921 --> 00:21:49.061
You're doing it on the video.

00:21:49.462 --> 00:21:50.923
So then they have the deliverable.

00:21:50.943 --> 00:21:52.165
Like Tony said, they have the video,

00:21:52.226 --> 00:21:53.326
they have the link you put on YouTube,

00:21:53.366 --> 00:21:53.667
whatever.

00:21:54.288 --> 00:21:55.169
They're going to play it back.

00:21:55.189 --> 00:21:55.690
They're going to listen

00:21:55.710 --> 00:21:56.310
because they want to see

00:21:56.371 --> 00:21:57.992
how they sounded and looked and all that.

00:21:58.333 --> 00:21:59.755
Then they hear you with the intro.

00:21:59.775 --> 00:22:00.796
Like we specialize in

00:22:01.175 --> 00:22:02.557
neurological conditions or

00:22:02.657 --> 00:22:03.719
aches and pains for busy

00:22:03.759 --> 00:22:05.141
professionals or whatever your thing is.

00:22:06.198 --> 00:22:07.538
then they hear it and see it again,

00:22:07.578 --> 00:22:08.058
you pitching.

00:22:08.138 --> 00:22:10.580
And so the question of this

00:22:10.641 --> 00:22:11.381
marketing thing, Tony,

00:22:11.500 --> 00:22:13.262
is someone who needs

00:22:13.423 --> 00:22:14.762
patients right away or in

00:22:14.804 --> 00:22:17.664
the near future or both?

00:22:18.266 --> 00:22:18.546
Both.

00:22:19.359 --> 00:22:20.260
All right, let's say,

00:22:20.300 --> 00:22:21.582
so if I need a patient right away,

00:22:21.903 --> 00:22:24.125
I go on LinkedIn, I look up concierge,

00:22:24.204 --> 00:22:26.488
nurse, case managers, concierge, nursing.

00:22:27.288 --> 00:22:28.730
I DM all of them.

00:22:28.849 --> 00:22:29.651
You connect with them.

00:22:31.133 --> 00:22:32.034
Let me rephrase that.

00:22:32.394 --> 00:22:33.875
I'm not even going to say

00:22:33.915 --> 00:22:35.657
need money or need patients right away.

00:22:35.678 --> 00:22:37.900
I'm going to say needs money right away.

00:22:38.079 --> 00:22:38.161
Okay.

00:22:38.984 --> 00:22:39.845
Well,

00:22:39.904 --> 00:22:42.406
need money right away is you got to

00:22:42.426 --> 00:22:43.166
go for the right hook.

00:22:43.207 --> 00:22:44.468
You can't even do the jab, jab, jab.

00:22:44.488 --> 00:22:45.387
You got to go for the right hook.

00:22:45.407 --> 00:22:47.169
So that is you're DMing all

00:22:47.189 --> 00:22:48.308
these nurse case managers,

00:22:48.869 --> 00:22:50.550
any of these concierge

00:22:50.990 --> 00:22:53.632
nursing companies and saying, hey,

00:22:54.653 --> 00:22:56.113
we specialize in X, Y,

00:22:56.173 --> 00:22:57.993
Z. I would love to hear

00:22:58.374 --> 00:22:59.575
your current challenges or

00:22:59.615 --> 00:23:00.795
what you guys specialize in.

00:23:01.215 --> 00:23:03.196
We currently have clients in this zip code,

00:23:03.217 --> 00:23:03.876
this zip code,

00:23:03.896 --> 00:23:05.458
this zip code that have these conditions.

00:23:06.778 --> 00:23:08.219
know anyone that needs

00:23:08.358 --> 00:23:10.160
therapy for these types of

00:23:10.220 --> 00:23:11.240
issues or challenges or

00:23:11.280 --> 00:23:12.682
conditions and they might

00:23:12.741 --> 00:23:13.902
say yes now but that's a

00:23:13.961 --> 00:23:14.742
right hook so you're going

00:23:14.762 --> 00:23:15.423
to get some people that

00:23:15.482 --> 00:23:17.345
don't respond so if you did

00:23:17.365 --> 00:23:18.525
this a month ahead of time

00:23:18.846 --> 00:23:20.866
you dm them and you say hey

00:23:21.527 --> 00:23:23.428
um are you guys looking are

00:23:23.448 --> 00:23:24.368
you accepting more new

00:23:24.409 --> 00:23:25.410
patients and clients at

00:23:25.430 --> 00:23:27.211
your nursing company

00:23:27.611 --> 00:23:28.892
because we have patients

00:23:28.951 --> 00:23:30.113
even if you don't but you

00:23:30.133 --> 00:23:31.073
want to try to refer people

00:23:31.093 --> 00:23:32.294
to them but that takes more time

00:23:32.662 --> 00:23:33.763
Right,

00:23:34.244 --> 00:23:35.627
I would change your right hook into

00:23:35.688 --> 00:23:36.128
a jab.

00:23:36.189 --> 00:23:37.771
I would yes and what you're just saying.

00:23:38.153 --> 00:23:39.575
And I heard someone who started a very,

00:23:39.595 --> 00:23:41.137
very successful practice doing this.

00:23:42.421 --> 00:23:43.622
can I help you take care of

00:23:43.642 --> 00:23:45.182
your hardest to treat clients?

00:23:45.242 --> 00:23:46.503
The ones you, the ones that are,

00:23:46.544 --> 00:23:47.503
when you see them on there,

00:23:47.564 --> 00:23:49.065
I know physician Smith,

00:23:49.345 --> 00:23:50.726
you have these really hard

00:23:50.746 --> 00:23:52.146
to deal with older adult patients.

00:23:52.166 --> 00:23:52.807
You want to get them better.

00:23:52.826 --> 00:23:53.807
It's like almost not an ask.

00:23:54.228 --> 00:23:55.308
Cause what you're doing is you're saying,

00:23:55.548 --> 00:23:56.910
can I, can I take out your garbage?

00:23:57.069 --> 00:23:57.190
Like,

00:23:57.230 --> 00:23:59.010
can I do the task you don't want to do?

00:23:59.352 --> 00:24:01.373
And that's a jab to them,

00:24:01.613 --> 00:24:02.713
but it's a right hook to you.

00:24:02.814 --> 00:24:03.693
And just to be clear,

00:24:03.753 --> 00:24:05.474
Dave is using Gary V

00:24:05.515 --> 00:24:08.076
vernacular where a jab is a give and

00:24:08.156 --> 00:24:08.917
Like I'm going to give you

00:24:09.458 --> 00:24:10.819
thirty second videos for a

00:24:10.900 --> 00:24:12.300
year when you watch on Instagram.

00:24:12.320 --> 00:24:13.061
And by the time I come out

00:24:13.082 --> 00:24:14.282
with a book for twenty two dollars,

00:24:14.323 --> 00:24:16.846
you're like, that's the ask by my book.

00:24:16.865 --> 00:24:17.866
That's the right hook

00:24:18.126 --> 00:24:19.448
because it's something about me.

00:24:19.749 --> 00:24:20.910
But by the time you hear

00:24:20.950 --> 00:24:21.951
that right hook or you get

00:24:21.990 --> 00:24:22.672
pitched that right hook,

00:24:23.031 --> 00:24:24.313
you feel like you owe that person.

00:24:25.153 --> 00:24:26.875
That if you had to turn it around quickly,

00:24:26.934 --> 00:24:27.175
if I,

00:24:27.256 --> 00:24:28.516
if you said I had to make a thousand

00:24:28.536 --> 00:24:30.657
dollars tomorrow, I would DM people like,

00:24:31.238 --> 00:24:33.140
who were your hardest to treat patients?

00:24:33.380 --> 00:24:33.980
I'd love to,

00:24:34.079 --> 00:24:35.201
I'd love to assist you in

00:24:35.221 --> 00:24:35.942
taking care of them.

00:24:35.961 --> 00:24:37.242
Cause that's like, okay.

00:24:37.262 --> 00:24:37.502
Yeah.

00:24:37.603 --> 00:24:39.044
Instead of, cause what people are,

00:24:39.084 --> 00:24:40.045
it's a pattern disruption.

00:24:40.224 --> 00:24:41.486
What people are normally hearing is like,

00:24:41.746 --> 00:24:42.946
how can I have the easy thing?

00:24:43.839 --> 00:24:46.642
And that's easy, right?

00:24:46.682 --> 00:24:47.942
I got fifty people competing

00:24:47.982 --> 00:24:48.782
for the easy thing.

00:24:49.183 --> 00:24:49.943
You're the only person

00:24:49.983 --> 00:24:50.924
competing for the hard thing.

00:24:51.065 --> 00:24:51.565
Funny thing is,

00:24:51.625 --> 00:24:52.786
if you do the hard thing ten times,

00:24:52.806 --> 00:24:54.007
they'll hand you the easy

00:24:54.027 --> 00:24:54.547
thing because they feel

00:24:54.567 --> 00:24:55.468
like they owe you.

00:24:55.508 --> 00:24:56.608
There's that word reciprocity.

00:24:57.284 --> 00:24:58.884
So that's how we got established.

00:24:59.345 --> 00:25:01.307
When we first moved to Ohio,

00:25:01.606 --> 00:25:03.867
I had no direct referral relationships.

00:25:03.969 --> 00:25:06.150
My wife had a big family locally,

00:25:06.190 --> 00:25:07.151
but I had nothing.

00:25:07.770 --> 00:25:10.873
I went to the local rheumatologist.

00:25:10.893 --> 00:25:12.273
He had just come to town also.

00:25:12.354 --> 00:25:12.815
I said, hey,

00:25:13.194 --> 00:25:15.316
send me all your fibromyalgia referrals.

00:25:15.556 --> 00:25:16.737
Nobody else wants to treat them.

00:25:16.797 --> 00:25:17.778
Nobody else wants them.

00:25:18.018 --> 00:25:18.858
Send them my way.

00:25:18.959 --> 00:25:20.058
I will take good care of them.

00:25:20.480 --> 00:25:21.961
I guarantee I won't make them worse.

00:25:22.441 --> 00:25:23.422
I probably won't make them better.

00:25:23.981 --> 00:25:25.525
But I guarantee I want to make them worse.

00:25:26.266 --> 00:25:27.247
That's a great line.

00:25:27.287 --> 00:25:28.148
I guarantee.

00:25:28.169 --> 00:25:28.829
Think about that because the

00:25:28.930 --> 00:25:30.291
average person is I'm the best.

00:25:30.412 --> 00:25:32.295
I'll make them better in three visits.

00:25:32.315 --> 00:25:32.796
So real.

00:25:32.955 --> 00:25:33.757
So real.

00:25:33.797 --> 00:25:34.519
And it's honest.

00:25:34.618 --> 00:25:36.761
And people that it's honesty.

00:25:36.801 --> 00:25:37.844
So damn rare.

00:25:38.144 --> 00:25:39.165
The bar is so low.

00:25:39.894 --> 00:25:42.977
So my first one about the video interviews,

00:25:43.037 --> 00:25:44.237
that's more long-term.

00:25:44.297 --> 00:25:45.778
If I needed money today,

00:25:47.239 --> 00:25:49.079
I've been working on these graphics.

00:25:49.400 --> 00:25:50.901
So this is a graphic I

00:25:50.980 --> 00:25:53.241
prompted ChatGPT and one of

00:25:53.281 --> 00:25:55.022
the image generators within it.

00:25:55.803 --> 00:25:57.884
I said, give me an image of an older man.

00:25:58.364 --> 00:26:01.526
I think I said seventy five who fell,

00:26:02.026 --> 00:26:04.267
clearly slid out of his bed.

00:26:04.326 --> 00:26:04.426
Now,

00:26:04.446 --> 00:26:06.188
these are important words because this

00:26:06.228 --> 00:26:06.928
is what's happening.

00:26:07.048 --> 00:26:08.229
This is what happened to my dad,

00:26:08.288 --> 00:26:09.689
my my family members.

00:26:10.388 --> 00:26:12.509
He was getting in bed, slid out of his bed,

00:26:12.589 --> 00:26:13.330
got on the floor.

00:26:13.911 --> 00:26:14.731
Give me an image.

00:26:14.811 --> 00:26:16.073
He's a little bit overweight.

00:26:16.512 --> 00:26:17.314
He's fully,

00:26:17.794 --> 00:26:19.474
I specifically said fully dressed,

00:26:19.595 --> 00:26:20.935
pajamas, head to toe.

00:26:21.416 --> 00:26:23.137
I said, put his wife next to him,

00:26:23.298 --> 00:26:24.298
also older.

00:26:25.380 --> 00:26:26.901
She's consoling him,

00:26:27.080 --> 00:26:28.781
but she's unable to get him

00:26:28.942 --> 00:26:29.643
off the ground.

00:26:30.182 --> 00:26:32.566
He is clearly stressed and uncomfortable.

00:26:32.965 --> 00:26:34.587
She feels terrible because

00:26:34.627 --> 00:26:36.569
she can't help him generate

00:26:36.609 --> 00:26:37.411
this image for me.

00:26:37.631 --> 00:26:38.932
This is the image that comes up.

00:26:38.972 --> 00:26:39.752
Beautiful image.

00:26:39.834 --> 00:26:40.493
I think it's great.

00:26:41.035 --> 00:26:44.077
Now I need money in my bank account today,

00:26:44.157 --> 00:26:45.680
tomorrow, this week.

00:26:46.240 --> 00:26:48.962
I put this along with a long form copy.

00:26:50.160 --> 00:26:52.941
of, you know, the story about the person,

00:26:53.221 --> 00:26:55.480
the person who they, they,

00:26:55.641 --> 00:26:56.981
it was a non-emergency fall.

00:26:57.061 --> 00:26:58.422
You guys know, I've shared this before,

00:26:58.442 --> 00:26:59.362
non-emergency.

00:26:59.702 --> 00:27:00.682
They're embarrassed to call

00:27:00.702 --> 00:27:02.343
the paramedics or the firefighters.

00:27:02.363 --> 00:27:03.123
They've called them three

00:27:03.163 --> 00:27:04.403
times this month already.

00:27:04.784 --> 00:27:05.003
They,

00:27:05.124 --> 00:27:07.464
they know they have adult children

00:27:07.525 --> 00:27:09.424
locally, but if they call them again,

00:27:09.805 --> 00:27:10.984
they're going to feel bad.

00:27:11.025 --> 00:27:12.986
They have their own jobs, their own kids.

00:27:13.346 --> 00:27:15.385
Dave was up all night with his baby.

00:27:16.046 --> 00:27:17.666
This is the reality of life.

00:27:17.807 --> 00:27:20.047
If I'm Dave's dad stuck on the floor,

00:27:20.666 --> 00:27:22.008
I am not going to call Dave

00:27:22.028 --> 00:27:23.528
because I know he's too busy.

00:27:23.968 --> 00:27:25.448
But if there was a solution

00:27:25.468 --> 00:27:26.587
that I could call somebody

00:27:26.607 --> 00:27:27.607
in for three hundred,

00:27:27.647 --> 00:27:28.669
five hundred dollars in the

00:27:28.709 --> 00:27:29.348
middle of the night,

00:27:29.388 --> 00:27:30.249
they were willing to come

00:27:30.308 --> 00:27:33.588
over and help me discreetly, quietly,

00:27:33.809 --> 00:27:35.809
without making a big deal out of it.

00:27:36.349 --> 00:27:36.990
I'm going to do it.

00:27:37.509 --> 00:27:39.069
And so these are the kinds

00:27:39.109 --> 00:27:40.090
of high urgency.

00:27:40.111 --> 00:27:41.990
There is a guy named Victor Antonio.

00:27:42.711 --> 00:27:44.634
I found his YouTube videos years ago.

00:27:44.814 --> 00:27:46.115
He had an acronym.

00:27:46.695 --> 00:27:49.179
One of the letters was U for urgency.

00:27:49.759 --> 00:27:50.240
And I said,

00:27:50.461 --> 00:27:52.423
we're too obsessed trying to

00:27:52.482 --> 00:27:54.226
fix long-term problems.

00:27:54.645 --> 00:27:57.148
Parkinson's, neurodegenerative change,

00:27:57.328 --> 00:27:59.692
arthritis, all this stuff, like decades.

00:28:00.292 --> 00:28:01.574
Give me something that is

00:28:01.673 --> 00:28:03.236
high urgency right now.

00:28:03.355 --> 00:28:04.737
Somebody cuts your leg off

00:28:04.777 --> 00:28:05.978
and sews it back together.

00:28:06.218 --> 00:28:07.338
You get a knee replacement.

00:28:07.740 --> 00:28:08.720
That's high urgency.

00:28:09.060 --> 00:28:10.402
Those patients never cancel.

00:28:10.422 --> 00:28:11.323
They always show up.

00:28:11.343 --> 00:28:12.483
They will do anything to get

00:28:12.523 --> 00:28:13.163
into the clinic.

00:28:13.605 --> 00:28:15.926
You show me a geriatric who's on the floor,

00:28:15.967 --> 00:28:16.887
who's embarrassed to call

00:28:16.928 --> 00:28:18.249
the paramedics again.

00:28:19.009 --> 00:28:19.990
but they have the money and

00:28:20.009 --> 00:28:21.329
the resources they're going

00:28:21.349 --> 00:28:23.471
to pay to get a discreet

00:28:23.530 --> 00:28:25.491
help to come over to their house.

00:28:25.932 --> 00:28:27.112
Like these are the things

00:28:27.132 --> 00:28:27.952
that if I needed money

00:28:27.992 --> 00:28:29.272
today that I would put out

00:28:29.413 --> 00:28:30.653
into the community.

00:28:31.108 --> 00:28:32.609
So this is the difference, in my opinion,

00:28:32.650 --> 00:28:34.392
of understanding this is again,

00:28:34.592 --> 00:28:36.073
this is why my graphic here

00:28:36.554 --> 00:28:37.473
starts with who

00:28:38.015 --> 00:28:39.375
understanding your audience

00:28:39.996 --> 00:28:42.038
and it understands the

00:28:42.198 --> 00:28:43.859
psychographic of an

00:28:43.880 --> 00:28:45.840
individual or individuals

00:28:46.382 --> 00:28:47.803
versus the demographic and

00:28:47.843 --> 00:28:49.584
demographic is very objective.

00:28:49.683 --> 00:28:51.085
It is male, female.

00:28:52.026 --> 00:28:54.269
age geography zip code

00:28:54.288 --> 00:28:55.891
whatever condition that's

00:28:55.911 --> 00:28:57.211
still psychographic right

00:28:57.593 --> 00:28:58.653
and then you get into sorry

00:28:58.673 --> 00:28:59.515
that's still demographic

00:28:59.535 --> 00:29:00.576
you get into psychographic

00:29:00.615 --> 00:29:02.038
it's like what are the

00:29:02.117 --> 00:29:04.259
emotions that are underlying those things

00:29:05.136 --> 00:29:05.317
Right.

00:29:05.517 --> 00:29:06.817
I bet you if you AB tested a

00:29:06.857 --> 00:29:07.838
bunch of ads and said,

00:29:08.219 --> 00:29:09.240
if you're between the ages

00:29:09.279 --> 00:29:10.441
of seventy five and ninety

00:29:10.480 --> 00:29:11.761
five and this and this zip

00:29:11.781 --> 00:29:13.702
code and you have, you know,

00:29:13.722 --> 00:29:15.044
sign up for physical therapy,

00:29:15.464 --> 00:29:17.566
that would get minimal response.

00:29:17.906 --> 00:29:18.686
But if you said,

00:29:19.106 --> 00:29:20.489
are you afraid of falling?

00:29:20.568 --> 00:29:21.368
We have something that could

00:29:21.388 --> 00:29:22.289
discreetly help.

00:29:22.589 --> 00:29:23.891
You've identified a fear,

00:29:23.971 --> 00:29:25.692
afraid of falling and also

00:29:25.711 --> 00:29:26.692
a reason you might not call

00:29:26.732 --> 00:29:29.015
because of urgency, which is discretion.

00:29:29.174 --> 00:29:30.175
I don't want to make a big deal.

00:29:30.336 --> 00:29:31.317
Oh, don't worry about it.

00:29:32.136 --> 00:29:33.258
What happens when someone,

00:29:33.618 --> 00:29:34.960
doesn't matter their age,

00:29:35.359 --> 00:29:36.320
falls in public?

00:29:36.861 --> 00:29:38.061
The first thing they do

00:29:38.082 --> 00:29:39.182
before they actually assess

00:29:39.202 --> 00:29:40.523
themselves to see if they're okay,

00:29:40.884 --> 00:29:41.644
they say, I'm okay.

00:29:42.965 --> 00:29:43.787
Because people don't want to

00:29:43.826 --> 00:29:45.428
meet the center of attention negatively.

00:29:45.548 --> 00:29:47.349
They don't want, I'm fine, I'm fine,

00:29:47.609 --> 00:29:48.070
I'm fine.

00:29:48.530 --> 00:29:50.172
Before they even assess themselves,

00:29:50.451 --> 00:29:51.953
I'm fine, I'm fine, I'm fine.

00:29:52.193 --> 00:29:53.295
What happens when your kid falls?

00:29:53.494 --> 00:29:55.936
You're fine, you're fine.

00:29:56.196 --> 00:29:57.057
Because we don't want it to

00:29:57.077 --> 00:29:57.798
happen because we know what

00:29:57.817 --> 00:29:58.318
it feels like.

00:30:00.778 --> 00:30:02.538
There is a solution in Manhattan,

00:30:03.398 --> 00:30:04.319
in most buildings,

00:30:04.759 --> 00:30:06.000
for when people that are, you know,

00:30:06.039 --> 00:30:06.859
seventy, eighty, whatever,

00:30:06.940 --> 00:30:07.641
and slide out of bed and

00:30:07.681 --> 00:30:08.580
fall on the ground like this.

00:30:09.020 --> 00:30:10.080
Do you guys know?

00:30:10.101 --> 00:30:10.422
Doorman?

00:30:10.442 --> 00:30:10.942
Can you guess?

00:30:11.321 --> 00:30:11.521
Doorman.

00:30:11.561 --> 00:30:12.741
Exactly, the doorman.

00:30:13.122 --> 00:30:14.323
In so many buildings,

00:30:15.042 --> 00:30:16.724
over the years they will

00:30:16.765 --> 00:30:17.526
just call down to their

00:30:17.546 --> 00:30:18.606
front desk their doorman

00:30:19.366 --> 00:30:21.849
and so I don't think that

00:30:21.869 --> 00:30:22.730
this would work in

00:30:22.790 --> 00:30:24.092
manhattan unless unless

00:30:24.112 --> 00:30:24.932
they live in a building in

00:30:24.972 --> 00:30:25.794
manhattan or brooklyn or

00:30:25.814 --> 00:30:26.855
whatever that didn't have a

00:30:26.894 --> 00:30:27.875
concierge front desk

00:30:27.895 --> 00:30:29.297
doorman because these

00:30:29.336 --> 00:30:30.077
doormen they you know they

00:30:30.097 --> 00:30:31.118
tip them in you know in

00:30:31.138 --> 00:30:32.820
december and there's a you

00:30:32.840 --> 00:30:34.061
know a relationship with

00:30:34.102 --> 00:30:35.063
most of these folks and

00:30:35.083 --> 00:30:36.144
they give them you know

00:30:37.085 --> 00:30:38.266
christmas cards and holiday

00:30:38.286 --> 00:30:38.945
gifts and all that type of

00:30:38.965 --> 00:30:40.326
stuff so if they have a

00:30:40.346 --> 00:30:41.948
doorman I know for sure

00:30:41.988 --> 00:30:43.208
like I've I've had like

00:30:43.248 --> 00:30:44.489
between one visit the next

00:30:44.509 --> 00:30:45.249
visit over the years

00:30:45.529 --> 00:30:46.349
they're like oh yeah you

00:30:46.369 --> 00:30:47.210
know someone so yeah he's

00:30:47.369 --> 00:30:48.310
you know he slipped out of

00:30:48.351 --> 00:30:49.791
bed last night and you know

00:30:49.832 --> 00:30:50.852
so you know johnny at the

00:30:50.892 --> 00:30:52.153
front desk you know came up

00:30:52.192 --> 00:30:53.053
and he was nice enough to

00:30:53.413 --> 00:30:54.334
you know help him up so

00:30:54.354 --> 00:30:55.075
look at that the the the

00:30:56.075 --> 00:30:57.415
the primary function of a

00:30:57.476 --> 00:30:58.736
doorman is not to open the

00:30:58.797 --> 00:31:01.337
door it's to be there

00:31:02.861 --> 00:31:03.361
You know what I mean?

00:31:03.401 --> 00:31:04.741
It's like I need someone to

00:31:04.862 --> 00:31:06.083
do all the things that

00:31:06.383 --> 00:31:08.424
would be a dollar charge each time,

00:31:08.484 --> 00:31:10.086
but they just say, well, we,

00:31:10.246 --> 00:31:12.007
everybody in this building needs someone,

00:31:12.086 --> 00:31:12.708
so why don't we just all

00:31:12.748 --> 00:31:13.607
pool the resources?

00:31:13.948 --> 00:31:14.989
And then we've got Johnny at

00:31:15.009 --> 00:31:15.710
the front door,

00:31:16.230 --> 00:31:17.550
and I don't think his job

00:31:17.570 --> 00:31:18.250
is to open the door.

00:31:18.290 --> 00:31:19.332
I think it's to be there

00:31:19.852 --> 00:31:20.633
with exactly that.

00:31:20.873 --> 00:31:22.653
So how would you expound on that?

00:31:22.693 --> 00:31:24.095
It would only work in cities with doormen.

00:31:24.355 --> 00:31:25.715
Be Johnny's best friend and go,

00:31:26.036 --> 00:31:27.396
if it ever gets too much

00:31:27.436 --> 00:31:28.337
for you to handle,

00:31:28.698 --> 00:31:29.858
this is my card you call mine.

00:31:29.878 --> 00:31:31.319
Because I'm sure they don't want to do it.

00:31:31.460 --> 00:31:32.820
I'm sure the front desk –

00:31:34.582 --> 00:31:35.442
They want to do enough,

00:31:35.482 --> 00:31:37.324
but once they realize it's true, listen,

00:31:37.384 --> 00:31:38.825
if it's not the emergency room,

00:31:38.865 --> 00:31:40.506
but if it's above what you

00:31:40.546 --> 00:31:41.527
think you need to handle,

00:31:41.826 --> 00:31:43.008
but not an ambulance,

00:31:43.228 --> 00:31:44.068
that's where I live.

00:31:44.229 --> 00:31:44.808
You call Dave.

00:31:45.630 --> 00:31:46.611
But this is the perfect

00:31:46.651 --> 00:31:48.291
reason why just giving a

00:31:48.352 --> 00:31:50.353
marketing strategy does not work.

00:31:50.373 --> 00:31:50.834
Correct.

00:31:51.114 --> 00:31:52.555
Because like I've never

00:31:52.615 --> 00:31:54.016
lived in an apartment building.

00:31:54.215 --> 00:31:56.037
I've never even considered a doorman.

00:31:56.096 --> 00:31:57.198
This is something that is so

00:31:57.278 --> 00:31:58.898
foreign and different to me.

00:31:59.519 --> 00:32:01.540
What works for me here is,

00:32:01.661 --> 00:32:02.601
Small community,

00:32:02.661 --> 00:32:04.501
lots of houses close together.

00:32:04.922 --> 00:32:06.041
I even think back to when I

00:32:06.061 --> 00:32:07.042
was in Sarasota,

00:32:07.103 --> 00:32:08.403
lots of mobile home parks,

00:32:08.462 --> 00:32:09.804
lots of geriatrics.

00:32:09.844 --> 00:32:10.104
You know,

00:32:10.144 --> 00:32:11.624
they have the three steps to entry.

00:32:12.164 --> 00:32:12.444
I mean,

00:32:12.904 --> 00:32:15.025
each mobile home park is a goldmine.

00:32:15.165 --> 00:32:17.066
I could walk from trailer to

00:32:17.105 --> 00:32:17.986
trailer to trailer.

00:32:18.026 --> 00:32:19.307
If I was a mobile therapist,

00:32:19.426 --> 00:32:20.247
I would make a full

00:32:20.287 --> 00:32:22.048
business on one mobile home park.

00:32:22.928 --> 00:32:23.229
Um,

00:32:23.249 --> 00:32:25.369
these are things that you have to

00:32:25.490 --> 00:32:27.372
understand the context of the situation.

00:32:27.412 --> 00:32:29.413
You can't just give blanket advice.

00:32:29.953 --> 00:32:30.493
It doesn't work.

00:32:30.574 --> 00:32:30.753
Yeah.

00:32:31.255 --> 00:32:33.596
Um, in my community, there is,

00:32:33.876 --> 00:32:34.636
I'm trying to think of what

00:32:34.656 --> 00:32:36.959
the official name for it is, but it's a,

00:32:37.819 --> 00:32:38.420
it's a shed.

00:32:39.240 --> 00:32:40.541
It's a little shed next to

00:32:40.561 --> 00:32:41.383
the community center.

00:32:41.983 --> 00:32:42.544
A lean-to?

00:32:42.844 --> 00:32:44.465
It's a little more beefy than a lean-to.

00:32:44.526 --> 00:32:45.846
It's got a door with a lock on it.

00:32:46.106 --> 00:32:48.429
But essentially, if you have a walker,

00:32:48.548 --> 00:32:49.589
if you have crutches,

00:32:49.730 --> 00:32:50.932
if you have a bedside

00:32:50.971 --> 00:32:52.252
commode and you don't need it anymore,

00:32:52.393 --> 00:32:53.294
you donate it there.

00:32:53.314 --> 00:32:54.694
It's like give a penny, take a penny,

00:32:54.755 --> 00:32:55.015
right?

00:32:55.556 --> 00:32:57.297
So that's the physical structure.

00:32:57.336 --> 00:32:57.758
Because again,

00:32:57.917 --> 00:32:59.759
I don't have any doormen in my area.

00:33:00.160 --> 00:33:02.221
But who is the person who's

00:33:02.261 --> 00:33:03.383
responsible for that?

00:33:03.883 --> 00:33:05.464
Can that person become the...

00:33:05.984 --> 00:33:08.086
eight hundred number call at any hour.

00:33:08.626 --> 00:33:08.866
Right.

00:33:09.028 --> 00:33:09.788
For for help.

00:33:09.807 --> 00:33:10.229
There's too many.

00:33:10.348 --> 00:33:11.169
I mean, again,

00:33:11.229 --> 00:33:12.190
my community is pretty is

00:33:12.210 --> 00:33:12.971
like probably similar to

00:33:13.171 --> 00:33:14.412
more similar to Tony's

00:33:14.451 --> 00:33:16.053
where it's more suburban.

00:33:16.973 --> 00:33:18.515
Who who who is our doorman

00:33:18.535 --> 00:33:19.695
at two in the morning that, you know,

00:33:19.715 --> 00:33:20.356
you could call.

00:33:20.576 --> 00:33:21.837
It's not an issue.

00:33:22.238 --> 00:33:23.479
Don't listen if you don't.

00:33:23.598 --> 00:33:24.519
I tell people all the time

00:33:24.740 --> 00:33:25.621
when I have family members,

00:33:25.921 --> 00:33:26.942
if you don't call me at

00:33:26.961 --> 00:33:27.942
three in the morning and

00:33:27.962 --> 00:33:28.963
then I find out tomorrow

00:33:29.003 --> 00:33:29.765
morning at nine a.m.

00:33:29.785 --> 00:33:30.825
that you were thinking about it,

00:33:31.006 --> 00:33:32.086
I will be pissed at you.

00:33:33.106 --> 00:33:34.968
You sort of have to impart on people.

00:33:35.209 --> 00:33:36.529
And that's where the doorman comes in.

00:33:36.569 --> 00:33:37.670
They're like, well, we pay you.

00:33:38.691 --> 00:33:39.531
Yes, I'm on call.

00:33:39.571 --> 00:33:40.372
I'm downstairs.

00:33:40.731 --> 00:33:41.113
You know me.

00:33:41.153 --> 00:33:42.232
You walk by me all the time.

00:33:42.574 --> 00:33:43.394
So that's a good question.

00:33:43.433 --> 00:33:45.295
Who would be the doorman in a trailer,

00:33:45.675 --> 00:33:46.855
in a mobile home park?

00:33:46.875 --> 00:33:48.718
I don't know the answer.

00:33:48.738 --> 00:33:49.597
That's why it has to be

00:33:49.637 --> 00:33:51.839
discreet because if the kids find out,

00:33:52.059 --> 00:33:53.121
you're going to get in trouble.

00:33:55.152 --> 00:33:56.573
Final thought on this,

00:33:57.252 --> 00:33:57.894
with these Manhattan

00:33:57.913 --> 00:33:58.855
buildings with the concierge,

00:33:59.134 --> 00:34:00.836
if it happens too often,

00:34:01.156 --> 00:34:01.896
I have heard where the

00:34:01.916 --> 00:34:04.118
family or the client, the front doorman,

00:34:04.138 --> 00:34:05.299
they kind of probably get

00:34:05.619 --> 00:34:06.840
frustrated or that they're

00:34:06.861 --> 00:34:07.862
not helping enough or whatever.

00:34:08.242 --> 00:34:09.523
They call the paramedics,

00:34:10.503 --> 00:34:11.505
like an ambulance shows up

00:34:11.545 --> 00:34:13.266
and the EMTs come in and

00:34:13.686 --> 00:34:15.628
two or three of them help the patient up

00:34:16.309 --> 00:34:17.789
And now talk about discrete.

00:34:17.809 --> 00:34:19.170
That is the opposite of discrete.

00:34:19.210 --> 00:34:20.612
Now all your neighbors know

00:34:20.652 --> 00:34:22.733
that you need an ambulance.

00:34:22.773 --> 00:34:24.853
And now that pressure could

00:34:24.893 --> 00:34:26.175
result in someone paying

00:34:26.494 --> 00:34:27.396
three to five hundred bucks

00:34:27.416 --> 00:34:28.376
for that service that Tony

00:34:28.396 --> 00:34:28.916
was talking about,

00:34:29.217 --> 00:34:30.217
even in Manhattan when they

00:34:30.237 --> 00:34:30.797
have a doorman.

00:34:30.818 --> 00:34:32.559
So there are ways to,

00:34:32.579 --> 00:34:34.641
depending on the situation, potentially,

00:34:34.681 --> 00:34:35.021
Tony,

00:34:36.141 --> 00:34:37.762
could have a solution there

00:34:37.782 --> 00:34:39.103
what is going in my ad that

00:34:39.143 --> 00:34:40.264
is going in my ad the

00:34:40.364 --> 00:34:42.105
ambulance the fire truck

00:34:42.144 --> 00:34:43.085
pulling up to your house

00:34:43.166 --> 00:34:44.666
even if it's free you're

00:34:44.706 --> 00:34:46.027
paying not to have that

00:34:46.106 --> 00:34:47.367
happen what if you could

00:34:47.427 --> 00:34:48.668
flip it what if you could

00:34:48.748 --> 00:34:50.030
use psychology and say

00:34:50.349 --> 00:34:51.791
listen for three hundred

00:34:51.831 --> 00:34:53.851
bucks you got three visits

00:34:53.992 --> 00:34:55.293
like you have like give

00:34:55.353 --> 00:34:56.333
three in your holster you

00:34:56.353 --> 00:34:57.094
got three bullets in your

00:34:57.114 --> 00:34:58.556
holster so you're not

00:34:58.615 --> 00:34:59.996
paying every time you call

00:35:00.297 --> 00:35:01.356
I can pay out front three

00:35:01.376 --> 00:35:02.137
hundred paid out front

00:35:02.518 --> 00:35:03.498
Now burn one of your,

00:35:03.577 --> 00:35:04.478
burn one of your calls.

00:35:04.498 --> 00:35:05.259
Like just, you got it.

00:35:05.358 --> 00:35:05.498
Use it.

00:35:05.518 --> 00:35:06.358
You paid for it.

00:35:06.418 --> 00:35:07.800
It's already, you might as well use it.

00:35:08.099 --> 00:35:08.780
It's not going to do you any

00:35:08.800 --> 00:35:09.460
good in the bank.

00:35:10.001 --> 00:35:11.460
Cause if it gets any further,

00:35:11.481 --> 00:35:12.621
it could cost you a hundred grand.

00:35:12.882 --> 00:35:13.981
So burn that call.

00:35:14.282 --> 00:35:16.402
So move the payment earlier.

00:35:16.523 --> 00:35:18.123
And then you, I owe you.

00:35:18.362 --> 00:35:19.583
If you don't use it in a year,

00:35:19.704 --> 00:35:20.744
I'll give you the money back.

00:35:21.985 --> 00:35:23.545
Before we go to Jimmy's segment,

00:35:23.585 --> 00:35:24.324
Samuel said,

00:35:24.385 --> 00:35:25.545
sell the building lift chair

00:35:25.565 --> 00:35:27.085
that I talk about a hundred percent.

00:35:28.206 --> 00:35:28.806
I was that one.

00:35:29.626 --> 00:35:29.706
Huh?

00:35:30.146 --> 00:35:31.007
Which, which one was that?

00:35:31.047 --> 00:35:31.887
Which is the building chair?

00:35:32.559 --> 00:35:32.719
No,

00:35:32.820 --> 00:35:35.001
sell the lift chair that helps people

00:35:35.041 --> 00:35:35.942
get off the floor.

00:35:36.021 --> 00:35:38.222
Sell the building, like Dave's building.

00:35:40.023 --> 00:35:41.304
His doorman gets the

00:35:41.344 --> 00:35:43.065
building owner to buy the lift chair.

00:35:43.204 --> 00:35:44.105
I get the twenty five

00:35:44.144 --> 00:35:45.425
percent commission on it.

00:35:46.746 --> 00:35:48.246
This is an interesting one, though.

00:35:48.387 --> 00:35:49.807
Good morning, PT Pinecast.

00:35:49.827 --> 00:35:51.527
You all talk about PT business.

00:35:51.547 --> 00:35:53.188
Do you talk about things for

00:35:53.309 --> 00:35:55.429
recently licensed PTs and

00:35:55.510 --> 00:35:57.311
what you wish you would have done?

00:35:57.751 --> 00:35:59.733
while looking for a PT job.

00:35:59.873 --> 00:36:00.213
This could be,

00:36:00.233 --> 00:36:00.773
I don't know if you guys

00:36:00.793 --> 00:36:01.733
want to talk about it today

00:36:01.773 --> 00:36:02.655
or next episode,

00:36:02.695 --> 00:36:03.835
but I would love to talk

00:36:03.876 --> 00:36:05.797
about interview and stuff like that.

00:36:05.817 --> 00:36:06.016
Yeah.

00:36:06.577 --> 00:36:07.818
Next time.

00:36:07.878 --> 00:36:07.978
Okay.

00:36:07.998 --> 00:36:08.639
That's good.

00:36:08.679 --> 00:36:10.101
So max, put that on the, um,

00:36:10.181 --> 00:36:11.461
put that on the agenda for, uh,

00:36:11.501 --> 00:36:13.822
for Thursday, producer max win forever.

00:36:13.842 --> 00:36:14.923
Come back.

00:36:15.164 --> 00:36:15.385
Yeah.

00:36:15.704 --> 00:36:16.865
So I have something that I

00:36:16.885 --> 00:36:17.485
want to talk about.

00:36:17.847 --> 00:36:18.947
I have a new segment and it

00:36:18.967 --> 00:36:20.929
is called steal this strategy.

00:36:26.023 --> 00:36:26.989
All right, steal this strategy.

00:36:27.050 --> 00:36:28.135
It's where I find marketing

00:36:28.175 --> 00:36:29.081
or communications things.

00:36:29.121 --> 00:36:29.784
And I'm like, ah,

00:36:31.038 --> 00:36:31.599
Wish I had that.

00:36:31.619 --> 00:36:32.298
Wish I thought of it.

00:36:32.338 --> 00:36:32.980
Wish I stole it.

00:36:33.360 --> 00:36:34.260
This is one of those things

00:36:34.280 --> 00:36:35.702
that's going to anger

00:36:36.342 --> 00:36:37.443
physical therapists.

00:36:37.643 --> 00:36:39.686
And we get this like tribal mentality.

00:36:40.085 --> 00:36:41.166
Somebody was in a Facebook group.

00:36:41.206 --> 00:36:41.447
I don't know.

00:36:41.467 --> 00:36:42.628
I don't think it was yours, Tony.

00:36:42.989 --> 00:36:43.469
But they were like,

00:36:43.670 --> 00:36:44.590
look at this trainer

00:36:44.971 --> 00:36:45.972
advertising that they can

00:36:46.012 --> 00:36:47.954
help people with osteoporosis.

00:36:48.233 --> 00:36:49.275
And my comment was like,

00:36:49.355 --> 00:36:50.675
do we have some proprietary

00:36:50.775 --> 00:36:52.438
ownership of people with osteoporosis?

00:36:52.498 --> 00:36:52.878
We don't.

00:36:53.177 --> 00:36:55.681
Kudos to the trainer doing that.

00:36:56.121 --> 00:36:56.740
But now the,

00:36:56.860 --> 00:36:58.001
the steel of the strategy

00:36:58.342 --> 00:37:00.003
today is a little bit

00:37:00.043 --> 00:37:01.123
bigger than a personal trainer.

00:37:01.543 --> 00:37:02.483
It's a little company called,

00:37:02.523 --> 00:37:03.583
I believe it's pronounced Nike.

00:37:04.003 --> 00:37:04.465
Is it Nike?

00:37:04.565 --> 00:37:05.065
Oh, it's Nike.

00:37:05.105 --> 00:37:05.505
That's right.

00:37:05.945 --> 00:37:07.786
So Nike is moving in on our stuff,

00:37:08.865 --> 00:37:09.987
but I would rather you just

00:37:10.007 --> 00:37:10.586
take a look at their

00:37:10.606 --> 00:37:12.068
strategy because if this

00:37:12.108 --> 00:37:13.228
takes off in a year,

00:37:13.507 --> 00:37:14.148
you're going to be pissed.

00:37:14.168 --> 00:37:14.789
You didn't just do it.

00:37:14.869 --> 00:37:16.110
It was sitting right there the whole time.

00:37:16.190 --> 00:37:16.989
So here's the breakdown.

00:37:18.173 --> 00:37:20.275
It's a new boutique, brick and mortar.

00:37:20.394 --> 00:37:22.335
Nike is now outside of stores.

00:37:22.777 --> 00:37:26.077
Brick and mortar strength boutique.

00:37:26.179 --> 00:37:28.340
Nike strength studio, right?

00:37:28.400 --> 00:37:29.599
It's exactly the kind of

00:37:29.721 --> 00:37:32.661
hybrid performance model PT clinics.

00:37:32.842 --> 00:37:35.003
Some of them are, but more, in my opinion,

00:37:35.023 --> 00:37:36.043
should be already running.

00:37:36.304 --> 00:37:38.184
But here's how to do it better, right?

00:37:38.706 --> 00:37:39.905
Nike just launched this thing,

00:37:40.065 --> 00:37:40.927
and here's their pitch.

00:37:41.186 --> 00:37:45.108
Ten squat racks, one coach, twenty people.

00:37:45.309 --> 00:37:46.130
Let's say they're paying...

00:37:47.195 --> 00:37:48.277
Three hundred bucks a month.

00:37:48.936 --> 00:37:49.757
Math that for me.

00:37:49.898 --> 00:37:50.358
Right.

00:37:50.398 --> 00:37:50.958
No, no way.

00:37:50.998 --> 00:37:52.159
No way.

00:37:52.199 --> 00:37:53.260
Wait, you don't like it or you don't.

00:37:53.802 --> 00:37:54.121
No,

00:37:54.141 --> 00:37:55.463
I don't think they're going to charge

00:37:55.483 --> 00:37:55.882
that much.

00:37:55.902 --> 00:37:57.644
Or I'm just saying for membership,

00:37:57.664 --> 00:37:58.565
three hundred bucks to drop

00:37:58.606 --> 00:37:59.525
in as many times as you

00:37:59.565 --> 00:38:00.226
want or something.

00:38:00.626 --> 00:38:01.507
Unlimited for the month.

00:38:01.728 --> 00:38:01.887
Yeah,

00:38:02.068 --> 00:38:03.429
but but not unlimited because there's

00:38:03.570 --> 00:38:04.731
only twenty slots.

00:38:05.929 --> 00:38:06.769
because there's ten racks

00:38:06.849 --> 00:38:08.210
and two spots per rack, right?

00:38:08.570 --> 00:38:09.090
So the strategy,

00:38:09.170 --> 00:38:10.150
they're not selling workouts.

00:38:10.170 --> 00:38:12.012
They're selling community, culture,

00:38:12.152 --> 00:38:12.592
identity.

00:38:13.112 --> 00:38:15.351
I have a Nike Run Club shirt

00:38:15.371 --> 00:38:16.373
that I got ten years ago

00:38:16.393 --> 00:38:18.072
because it's a nice, well-designed shirt.

00:38:18.112 --> 00:38:19.193
But that's the thing.

00:38:19.373 --> 00:38:21.434
They're doing, I am an athlete,

00:38:22.273 --> 00:38:24.054
and Nike understands we sell to athletes.

00:38:24.094 --> 00:38:25.094
We do not really care what

00:38:25.135 --> 00:38:25.675
sport you're in.

00:38:25.795 --> 00:38:26.655
We're athletes.

00:38:26.974 --> 00:38:28.956
Small class size is a higher

00:38:29.496 --> 00:38:30.255
perceived value.

00:38:30.615 --> 00:38:31.836
Built-in scarcity that we

00:38:31.856 --> 00:38:32.476
just talked about.

00:38:33.561 --> 00:38:34.581
One coach, many people,

00:38:34.943 --> 00:38:36.342
scale of revenue per hour.

00:38:36.443 --> 00:38:38.083
I know, I'm a doctor of physical therapy.

00:38:38.724 --> 00:38:40.284
One-on-one care for sixty

00:38:40.304 --> 00:38:41.364
minutes is the epitome.

00:38:41.485 --> 00:38:41.985
Is it though?

00:38:42.925 --> 00:38:43.945
Smart use of space,

00:38:44.045 --> 00:38:45.487
you're not gonna need a lot of equipment.

00:38:45.567 --> 00:38:48.547
I just said, ten squat racks, one coach,

00:38:48.807 --> 00:38:49.427
twenty people.

00:38:49.467 --> 00:38:50.768
That's two people per squat rack.

00:38:51.028 --> 00:38:51.628
You're gonna cover your

00:38:51.688 --> 00:38:52.789
overhead in a couple of weeks.

00:38:53.632 --> 00:38:54.213
Here's the thing.

00:38:54.353 --> 00:38:56.393
It's a missed opportunity for PT clinics,

00:38:56.855 --> 00:38:57.775
and it should sting a

00:38:57.815 --> 00:38:59.237
little if you're not doing this.

00:38:59.257 --> 00:39:00.637
I know some PTs are,

00:39:00.958 --> 00:39:02.480
and drop below in the

00:39:02.519 --> 00:39:03.260
comments or whatever.

00:39:03.300 --> 00:39:03.760
Reach out after.

00:39:03.800 --> 00:39:04.681
I know some of you are.

00:39:04.702 --> 00:39:05.643
I'm not saying none of you are.

00:39:06.143 --> 00:39:06.742
More should be.

00:39:07.324 --> 00:39:08.664
PTs already have trust.

00:39:09.365 --> 00:39:10.347
We already have space,

00:39:10.806 --> 00:39:12.188
and we have the expertise to do this.

00:39:12.307 --> 00:39:13.208
We have the ingredients.

00:39:13.449 --> 00:39:14.630
We just decided not to make

00:39:14.650 --> 00:39:15.911
the tacos with the

00:39:15.931 --> 00:39:16.552
ingredients that we're

00:39:16.572 --> 00:39:17.172
sitting there with.

00:39:17.452 --> 00:39:18.193
It's sitting right there.

00:39:18.934 --> 00:39:20.094
So tactical ways to steal

00:39:20.135 --> 00:39:21.054
and beat this strategy,

00:39:21.474 --> 00:39:22.695
use underutilized space

00:39:22.735 --> 00:39:25.157
during what Tony would say, off hours.

00:39:25.737 --> 00:39:26.498
Don't do it during your

00:39:26.538 --> 00:39:27.297
highest billing time.

00:39:27.378 --> 00:39:28.938
No.

00:39:28.978 --> 00:39:30.059
Crazy athletes love to work

00:39:30.099 --> 00:39:30.820
at five o'clock in the

00:39:30.860 --> 00:39:31.940
morning because they get jobs.

00:39:33.041 --> 00:39:33.501
I would launch a

00:39:33.581 --> 00:39:34.822
multi-branded small group

00:39:34.902 --> 00:39:36.643
return to performance class,

00:39:37.184 --> 00:39:39.204
almost like an on-ramp from

00:39:39.224 --> 00:39:40.005
wherever you are,

00:39:40.425 --> 00:39:41.865
couch to ten K sort of angle,

00:39:41.905 --> 00:39:43.126
but with strength is how

00:39:43.166 --> 00:39:43.847
you could steal this.

00:39:44.567 --> 00:39:45.688
And now you build your own

00:39:45.788 --> 00:39:47.248
in-house strength identity and

00:39:48.297 --> 00:39:49.018
instead of just saying

00:39:49.057 --> 00:39:50.320
physical therapy rubs butts

00:39:50.601 --> 00:39:51.862
and we help people after knee surgery,

00:39:52.123 --> 00:39:53.326
this is flipping the script.

00:39:53.706 --> 00:39:55.108
We are equipped to do this

00:39:55.228 --> 00:39:56.952
in most settings.

00:39:57.273 --> 00:39:58.094
Nike made it cool.

00:39:59.096 --> 00:40:00.317
You already make it clinical.

00:40:00.536 --> 00:40:01.896
Imagine if you were able to

00:40:01.996 --> 00:40:03.418
combine clinical and cool

00:40:03.757 --> 00:40:04.798
and you stopped waiting for

00:40:04.858 --> 00:40:05.998
someone else to do it first.

00:40:06.018 --> 00:40:06.480
What a tagline there.

00:40:06.500 --> 00:40:06.820
What a pitch.

00:40:07.320 --> 00:40:08.460
Yeah, steal it.

00:40:08.561 --> 00:40:10.201
Steal that strategy because

00:40:10.360 --> 00:40:11.641
this is how you beat Nike.

00:40:11.922 --> 00:40:12.842
They just tipped their hand

00:40:12.862 --> 00:40:13.802
and showed you their cards.

00:40:14.123 --> 00:40:15.344
You're already in the community.

00:40:15.443 --> 00:40:17.025
Nike is an international brand,

00:40:17.304 --> 00:40:18.704
but you are stronger in

00:40:18.744 --> 00:40:20.706
your community because they know you.

00:40:20.907 --> 00:40:23.748
So I hope people steal this strategy.

00:40:28.396 --> 00:40:29.596
That's still the strategy this week.

00:40:31.277 --> 00:40:32.938
So what are we talking about?

00:40:32.998 --> 00:40:36.039
So with this, I like the setup.

00:40:36.099 --> 00:40:38.460
It's like semi-private group training,

00:40:38.579 --> 00:40:38.719
right?

00:40:38.760 --> 00:40:40.480
It's basically like that's what that is.

00:40:40.601 --> 00:40:41.240
It's Orange Theory.

00:40:41.260 --> 00:40:41.641
It's Orange Theory.

00:40:41.681 --> 00:40:41.780
Yeah.

00:40:42.681 --> 00:40:45.121
And so Annie does Orange Theory.

00:40:45.222 --> 00:40:47.023
And they have a ton of

00:40:47.043 --> 00:40:47.842
technology in terms of

00:40:48.083 --> 00:40:49.103
tracking each individual.

00:40:49.123 --> 00:40:53.125
But they also have a dynamic waiting list,

00:40:53.184 --> 00:40:54.146
which is pretty interesting.

00:40:54.166 --> 00:40:55.005
I don't know how they do it, but...

00:40:56.179 --> 00:40:56.878
She could be on the waiting

00:40:56.918 --> 00:40:58.400
list the night before,

00:40:58.480 --> 00:40:59.199
and there's a bunch of

00:40:59.219 --> 00:41:00.380
people at one or two a.m.

00:41:00.400 --> 00:41:03.601
that they're in the class,

00:41:03.920 --> 00:41:04.900
and then they drop out

00:41:04.942 --> 00:41:05.842
right before they would get

00:41:05.882 --> 00:41:07.422
banged with a cancellation fee.

00:41:07.661 --> 00:41:08.202
Jerry Durham,

00:41:08.222 --> 00:41:09.463
they charge a cancellation fee,

00:41:10.842 --> 00:41:11.963
and it absolutely works,

00:41:12.043 --> 00:41:12.403
even though the

00:41:12.423 --> 00:41:14.304
cancellation fee is thirty-five bucks.

00:41:14.724 --> 00:41:15.744
They've got enough demand,

00:41:16.304 --> 00:41:16.925
and it's digital.

00:41:18.077 --> 00:41:18.278
Right,

00:41:18.318 --> 00:41:20.242
but they actually enforce the cancel.

00:41:20.262 --> 00:41:22.987
So if you cancel, you're in.

00:41:23.228 --> 00:41:23.889
You're locked in because

00:41:23.909 --> 00:41:25.452
there's a set number of seats,

00:41:25.472 --> 00:41:26.394
like you said,

00:41:26.414 --> 00:41:27.617
a certain amount of people per class.

00:41:29.554 --> 00:41:30.775
but it just works.

00:41:31.594 --> 00:41:33.215
But I love this steal the strategy.

00:41:33.795 --> 00:41:35.697
And I'm not sure like when

00:41:35.737 --> 00:41:36.538
you originally pitching it,

00:41:36.657 --> 00:41:37.898
I thought you were kind of saying like,

00:41:38.619 --> 00:41:38.858
you know,

00:41:39.099 --> 00:41:40.099
physical therapy practices

00:41:40.119 --> 00:41:41.719
should consider, you know,

00:41:41.820 --> 00:41:43.340
doing it like with Nike,

00:41:43.380 --> 00:41:44.041
but then it's like,

00:41:44.061 --> 00:41:45.322
then you got to play by Nike's rules,

00:41:45.362 --> 00:41:45.561
all that.

00:41:45.581 --> 00:41:47.382
But you're talking about like, yeah,

00:41:47.782 --> 00:41:48.923
Nike's never going to call you back.

00:41:49.523 --> 00:41:50.485
And I want to,

00:41:50.505 --> 00:41:52.409
the last thing I said was

00:41:52.909 --> 00:41:54.452
Nike is an international brand.

00:41:54.592 --> 00:41:56.594
It's probably like Nike, Disney,

00:41:56.914 --> 00:41:58.818
Amazon in terms of recognizable logos,

00:41:59.137 --> 00:41:59.898
even if you do not,

00:42:00.000 --> 00:42:00.780
even if you are not from

00:42:00.800 --> 00:42:01.742
the United States, right?

00:42:02.920 --> 00:42:03.961
Here's something that... It

00:42:03.981 --> 00:42:04.922
was hard for me to wrap my

00:42:04.943 --> 00:42:06.523
head around when someone first told me.

00:42:07.023 --> 00:42:07.864
Let's pick a band.

00:42:08.184 --> 00:42:08.826
Foo Fighters.

00:42:09.306 --> 00:42:11.027
Large rock band, right?

00:42:11.266 --> 00:42:13.289
Been around for a million years, right?

00:42:13.469 --> 00:42:14.869
They have more... And I ran

00:42:14.889 --> 00:42:17.271
a radio station in Wilkes-Barre, Scranton,

00:42:17.311 --> 00:42:18.632
Pennsylvania, right?

00:42:18.773 --> 00:42:19.293
And someone...

00:42:20.114 --> 00:42:22.155
explain this to me the foo

00:42:22.175 --> 00:42:23.556
fighters have more fans

00:42:23.755 --> 00:42:26.117
worldwide but I bet you if

00:42:26.137 --> 00:42:27.217
you broke the numbers down

00:42:27.757 --> 00:42:28.918
your little radio station

00:42:28.958 --> 00:42:30.039
in northeast pennsylvania

00:42:30.398 --> 00:42:32.280
has more listeners in

00:42:32.340 --> 00:42:33.940
northeast pennsylvania than

00:42:33.960 --> 00:42:35.541
the foo fighters has fans

00:42:35.981 --> 00:42:37.461
in northeast pennsylvania

00:42:37.983 --> 00:42:38.663
so which is why they have

00:42:38.682 --> 00:42:39.902
to play all the songs not

00:42:39.923 --> 00:42:40.583
just foo fighters

00:42:42.222 --> 00:42:43.422
Correct, correct.

00:42:43.623 --> 00:42:44.844
But what they're getting at

00:42:44.905 --> 00:42:45.846
is the Foo Fighters,

00:42:46.326 --> 00:42:48.027
they're a mega international brand.

00:42:48.047 --> 00:42:48.628
But when they come to

00:42:48.648 --> 00:42:49.528
Northeast Pennsylvania,

00:42:49.548 --> 00:42:50.469
the reason Dave Grohl does

00:42:50.510 --> 00:42:51.811
the interview with me is he

00:42:51.851 --> 00:42:52.753
understands I have

00:42:52.793 --> 00:42:54.134
connections to more people

00:42:54.795 --> 00:42:55.916
that aren't his fans.

00:42:56.577 --> 00:42:57.538
The hardcore fans were

00:42:57.597 --> 00:42:58.438
already coming to the Foo

00:42:58.458 --> 00:42:59.378
Fighters show because they

00:42:59.398 --> 00:43:00.460
get the text and the emails.

00:43:01.061 --> 00:43:02.123
The difference maker for

00:43:02.143 --> 00:43:02.923
them to actually make that

00:43:02.963 --> 00:43:04.465
profitable is he needs the

00:43:04.545 --> 00:43:05.307
middle of the bell curve,

00:43:05.367 --> 00:43:06.670
the people who kind of know who they are,

00:43:06.690 --> 00:43:08.132
but maybe don't, but want to rock show.

00:43:08.512 --> 00:43:09.373
And he understood.

00:43:09.634 --> 00:43:10.755
So now change radio station

00:43:10.775 --> 00:43:11.697
to your personal clinic.

00:43:12.514 --> 00:43:14.275
Nike's got an international brand,

00:43:14.315 --> 00:43:15.896
but you have a stronger

00:43:15.916 --> 00:43:18.458
connection to people in your community.

00:43:18.838 --> 00:43:19.559
I mean, let's be honest.

00:43:19.579 --> 00:43:19.739
I mean,

00:43:19.760 --> 00:43:21.440
I live in an hour north of New York City.

00:43:21.681 --> 00:43:22.621
There's no Nike strength

00:43:22.641 --> 00:43:23.762
studio coming to my town.

00:43:24.063 --> 00:43:24.922
So you could eat there.

00:43:25.242 --> 00:43:26.164
Nike is never going to be a

00:43:26.204 --> 00:43:27.105
competitor to you.

00:43:27.204 --> 00:43:28.865
Maybe in Manhattan, maybe in L.A.,

00:43:29.005 --> 00:43:29.867
maybe in Chicago.

00:43:30.567 --> 00:43:32.427
But could you steal that strategy?

00:43:32.748 --> 00:43:34.869
It's their cards are showing to you.

00:43:35.190 --> 00:43:36.050
You don't need a million

00:43:36.070 --> 00:43:37.110
dollar ad campaign.

00:43:37.911 --> 00:43:39.452
Solve my problem and I'll show up.

00:43:40.119 --> 00:43:41.059
So what do you see the

00:43:41.099 --> 00:43:44.541
strategy being in your words?

00:43:44.601 --> 00:43:44.842
Yeah.

00:43:44.862 --> 00:43:46.023
So I see the strategy being,

00:43:46.443 --> 00:43:47.682
could you create this

00:43:47.802 --> 00:43:49.943
environment and talk to the

00:43:50.023 --> 00:43:51.565
psychographic similar to

00:43:51.585 --> 00:43:53.106
that graphic that Tony just shared,

00:43:53.166 --> 00:43:53.326
right?

00:43:53.346 --> 00:43:54.766
That older adult laying on the floor,

00:43:55.407 --> 00:43:55.827
turn it.

00:43:56.166 --> 00:43:57.967
And who do you want to be

00:43:58.027 --> 00:43:58.668
serving for this?

00:43:58.728 --> 00:44:00.048
Who would be a perfect, let's,

00:44:00.128 --> 00:44:00.708
let's play it out.

00:44:00.969 --> 00:44:02.170
Who's the perfect person

00:44:02.190 --> 00:44:03.429
coming to that Nike strength class,

00:44:03.811 --> 00:44:04.210
someone.

00:44:04.650 --> 00:44:06.891
Twenty-five to fifty-four, right?

00:44:06.911 --> 00:44:07.992
Who was an athlete.

00:44:08.072 --> 00:44:08.452
Who's like,

00:44:09.112 --> 00:44:09.333
You know,

00:44:09.373 --> 00:44:10.534
when it was it was easier when I

00:44:10.554 --> 00:44:11.974
was on the swim team or the

00:44:12.014 --> 00:44:12.833
baseball team in high

00:44:12.873 --> 00:44:13.815
school because there was

00:44:13.875 --> 00:44:15.934
practice and it was a team environment.

00:44:16.215 --> 00:44:16.396
I mean,

00:44:16.655 --> 00:44:18.315
steal the playbook of Orange Theory.

00:44:18.356 --> 00:44:19.657
It's group related.

00:44:19.777 --> 00:44:21.036
I want to be an athlete again.

00:44:21.277 --> 00:44:22.217
And by showing up,

00:44:22.478 --> 00:44:23.637
just paying and showing up,

00:44:23.878 --> 00:44:24.998
I am an athlete again.

00:44:25.318 --> 00:44:27.219
But now there's the sense of, hey,

00:44:27.259 --> 00:44:28.199
where were you this morning

00:44:28.239 --> 00:44:28.960
at the seven a.m.

00:44:28.980 --> 00:44:29.380
class?

00:44:29.440 --> 00:44:30.320
You know, we missed you, dude.

00:44:30.579 --> 00:44:31.701
Like there's that environment.

00:44:31.721 --> 00:44:33.460
So you're you're selling exercise,

00:44:33.621 --> 00:44:34.722
but you're selling the feeling.

00:44:35.632 --> 00:44:37.032
of actually being an athlete again.

00:44:37.333 --> 00:44:38.974
So I would try to find those

00:44:39.034 --> 00:44:40.275
people who were already in the community,

00:44:40.315 --> 00:44:41.356
maybe the Walmart method.

00:44:41.376 --> 00:44:43.679
Do you ever hear how Sam Walton got cool?

00:44:44.159 --> 00:44:46.922
He used to hire the cool ex-prom queen,

00:44:46.942 --> 00:44:47.822
but now she's ten years out

00:44:47.842 --> 00:44:48.242
of high school.

00:44:48.503 --> 00:44:51.304
He'd hire her at Walmart to work there,

00:44:51.385 --> 00:44:52.146
and then the whole town,

00:44:52.186 --> 00:44:53.686
the small enough town, would know, oh,

00:44:53.708 --> 00:44:55.168
well, they work there.

00:44:55.429 --> 00:44:56.429
You can co-op cool.

00:44:57.731 --> 00:44:58.231
So, I mean,

00:44:58.490 --> 00:45:00.172
the model's been used for a long time.

00:45:00.411 --> 00:45:01.713
I've always seen most

00:45:01.733 --> 00:45:03.114
clinics do it poorly.

00:45:03.494 --> 00:45:05.155
I've always seen most clinics fail.

00:45:05.195 --> 00:45:06.335
I'm seeing some do it now.

00:45:06.375 --> 00:45:09.257
There's a guy in Lexington, Kentucky.

00:45:09.697 --> 00:45:10.856
I wanted to get down there

00:45:10.896 --> 00:45:12.038
to check out their clinic.

00:45:12.077 --> 00:45:14.579
He teaches for evidence in motion.

00:45:14.659 --> 00:45:15.820
I can't think of his name right now.

00:45:16.400 --> 00:45:17.179
He and a partner,

00:45:17.380 --> 00:45:19.041
they're doing a really cool

00:45:19.101 --> 00:45:20.541
group fitness thing.

00:45:21.661 --> 00:45:23.123
I know we've had our

00:45:23.463 --> 00:45:24.623
non-covered maintenance

00:45:24.643 --> 00:45:25.943
slash wellness slash

00:45:26.023 --> 00:45:27.844
independent program for a long time.

00:45:27.884 --> 00:45:29.425
Mike Chua does an amazing job.

00:45:29.925 --> 00:45:31.746
Beautiful design, beautiful decor.

00:45:32.005 --> 00:45:34.266
I think where we fall flat,

00:45:35.067 --> 00:45:36.288
I'm going to share an image.

00:45:36.827 --> 00:45:38.188
It's hard to see because

00:45:38.288 --> 00:45:39.668
they're tiny pictures,

00:45:40.188 --> 00:45:42.409
but I asked Google to show

00:45:42.429 --> 00:45:43.610
me pictures of the inside

00:45:43.630 --> 00:45:44.851
of physical therapy clinics.

00:45:45.858 --> 00:45:47.880
Think of what Nike would create.

00:45:47.900 --> 00:45:49.641
Seth Godin talks about if

00:45:49.740 --> 00:45:51.342
Nike created a hotel,

00:45:51.362 --> 00:45:52.722
what would the hotel look like?

00:45:54.003 --> 00:45:54.963
This is what physical

00:45:55.023 --> 00:45:56.344
therapy clinics look like.

00:45:56.385 --> 00:45:58.246
They are not designed for cool.

00:45:58.266 --> 00:46:00.306
Can I ask a serious question?

00:46:00.746 --> 00:46:00.987
Yeah.

00:46:01.027 --> 00:46:01.867
When we graduate,

00:46:01.927 --> 00:46:04.750
do we get a discount on that color beige?

00:46:06.231 --> 00:46:07.070
No one wants it,

00:46:07.090 --> 00:46:08.231
so physical therapists will

00:46:08.251 --> 00:46:09.253
just paint their clinics.

00:46:09.532 --> 00:46:11.054
Look at one, two, three.

00:46:11.353 --> 00:46:12.375
They're all that just like...

00:46:12.974 --> 00:46:14.936
It's pea soup mixed with khaki.

00:46:14.996 --> 00:46:17.536
What is that?

00:46:17.657 --> 00:46:18.416
It's what it is.

00:46:18.476 --> 00:46:19.896
It's the culture of PT.

00:46:19.916 --> 00:46:21.418
So trying to make something

00:46:21.458 --> 00:46:22.717
cool in that environment.

00:46:22.777 --> 00:46:23.318
Plus,

00:46:23.898 --> 00:46:26.199
I think the resistance of the clinicians,

00:46:26.679 --> 00:46:29.400
the employed therapists where, you know,

00:46:29.420 --> 00:46:30.800
I shared this in a post the other day.

00:46:30.820 --> 00:46:31.621
I'm like, look,

00:46:32.382 --> 00:46:34.182
me and me and Jeremy right now,

00:46:34.483 --> 00:46:35.922
we're the last two people

00:46:35.983 --> 00:46:37.744
treating patients, PT and PTA.

00:46:37.804 --> 00:46:37.963
Yeah.

00:46:38.503 --> 00:46:39.403
We could handle twenty

00:46:39.423 --> 00:46:41.764
people in a group in a heartbeat.

00:46:41.864 --> 00:46:42.864
Thirty minute sessions.

00:46:42.885 --> 00:46:43.786
We'd make it fun.

00:46:43.806 --> 00:46:44.786
The place would be hop and

00:46:44.826 --> 00:46:46.166
everybody would have a great time.

00:46:46.726 --> 00:46:48.387
And we could still have one

00:46:48.427 --> 00:46:49.987
on one therapy with a

00:46:50.547 --> 00:46:52.228
Medicare covered patient in

00:46:52.268 --> 00:46:54.369
the same session like we could do that.

00:46:55.208 --> 00:46:57.831
I've rarely been able to hire a therapist,

00:46:57.871 --> 00:46:58.992
PT or PTA,

00:46:59.291 --> 00:47:02.153
who was willing and or capable

00:47:02.193 --> 00:47:03.835
to do something like that also.

00:47:03.934 --> 00:47:06.115
So then you say, well, wait a minute,

00:47:06.237 --> 00:47:07.858
if I'm not going to hire a PT to do it,

00:47:07.898 --> 00:47:09.137
do I go outside of PT,

00:47:09.177 --> 00:47:11.519
hire a fitness instructor

00:47:11.539 --> 00:47:12.440
or something like that?

00:47:13.021 --> 00:47:13.320
Yeah.

00:47:13.340 --> 00:47:14.222
But then, you know,

00:47:14.302 --> 00:47:15.702
now you're starting to get away.

00:47:15.782 --> 00:47:17.103
Is this a fitness business

00:47:17.164 --> 00:47:18.304
or a therapy business?

00:47:18.324 --> 00:47:20.606
And I think brings confusion into it.

00:47:20.947 --> 00:47:22.608
And then you're like, well, shoot,

00:47:22.648 --> 00:47:23.429
if I'm going to pay this

00:47:23.469 --> 00:47:24.989
person fifty bucks an hour,

00:47:25.469 --> 00:47:26.990
I could hire a PT for fifty

00:47:27.030 --> 00:47:27.692
bucks an hour.

00:47:27.711 --> 00:47:32.014
Like, I just don't see it ever being done.

00:47:32.135 --> 00:47:33.275
Well, I love it.

00:47:33.476 --> 00:47:34.717
I wish it happened more.

00:47:35.632 --> 00:47:37.592
Joe is saying, in New York City,

00:47:37.672 --> 00:47:38.793
Motive New York seems to be

00:47:38.813 --> 00:47:39.353
doing it well.

00:47:39.373 --> 00:47:39.795
So, of course,

00:47:39.835 --> 00:47:41.215
I went and got Motive's website.

00:47:41.295 --> 00:47:42.056
Look, right off the bat,

00:47:42.295 --> 00:47:43.476
Marathon Prep Guide.

00:47:43.536 --> 00:47:45.057
In New York, if you're an athlete,

00:47:45.077 --> 00:47:45.737
it's April.

00:47:46.057 --> 00:47:47.518
This is crazy that they're

00:47:47.559 --> 00:47:48.199
promoting a marathon.

00:47:48.219 --> 00:47:49.420
The marathon's in November.

00:47:49.701 --> 00:47:50.380
This is when you start

00:47:50.420 --> 00:47:51.422
training for the marathon.

00:47:51.902 --> 00:47:52.782
This is when you poke that

00:47:52.802 --> 00:47:53.422
emotional course.

00:47:53.543 --> 00:47:54.163
I went to their website.

00:47:54.182 --> 00:47:55.304
It's the first thing that popped up.

00:47:55.764 --> 00:47:56.625
Unlock your running

00:47:56.664 --> 00:47:58.045
potential marathon prep guide.

00:47:58.505 --> 00:47:59.246
The only thing I would say,

00:47:59.266 --> 00:48:00.067
I've been clicking around.

00:48:00.106 --> 00:48:00.226
Like,

00:48:00.266 --> 00:48:01.947
this looks like what we're describing.

00:48:02.148 --> 00:48:04.530
Group, this is a physical therapy clinic.

00:48:04.590 --> 00:48:04.969
Bing!

00:48:05.489 --> 00:48:06.811
And the pictures that I'm seeing, oh,

00:48:06.831 --> 00:48:07.291
there's people with

00:48:07.331 --> 00:48:08.592
kettlebells and people on wall.

00:48:08.612 --> 00:48:08.913
Look at that.

00:48:09.153 --> 00:48:10.815
Look, there's no beige on that.

00:48:11.096 --> 00:48:11.536
What's up?

00:48:11.576 --> 00:48:13.978
They painted it white and gray and trendy.

00:48:14.018 --> 00:48:15.400
The only thing I would say

00:48:15.460 --> 00:48:16.981
is like more pictures of the group.

00:48:17.762 --> 00:48:19.043
Like, I want to see the club.

00:48:19.103 --> 00:48:19.824
I want to see like,

00:48:20.083 --> 00:48:21.123
but it looks like they're

00:48:21.143 --> 00:48:23.025
doing this exact thing at Motive,

00:48:23.445 --> 00:48:25.206
M-O-T-I-V, NewYork.com.

00:48:25.728 --> 00:48:25.887
Yeah,

00:48:25.907 --> 00:48:27.489
shout out to one of their co-founders,

00:48:27.849 --> 00:48:28.510
David Joe.

00:48:29.250 --> 00:48:30.630
Also, since you have your web browser up,

00:48:30.670 --> 00:48:34.434
can you also pull up RechargeXBit.com?

00:48:34.454 --> 00:48:36.074
So you guys know Gene Chirac abroad.

00:48:36.094 --> 00:48:37.556
They've been doing this for

00:48:37.615 --> 00:48:38.836
years down in Maryland.

00:48:39.197 --> 00:48:41.139
Recharge, where they have,

00:48:41.699 --> 00:48:42.679
there is no beige.

00:48:42.719 --> 00:48:45.501
Their walls are orange and black.

00:48:45.581 --> 00:48:46.443
Orange and black.

00:48:48.003 --> 00:48:49.704
and so they have now I know

00:48:49.864 --> 00:48:51.224
I know what tony just said

00:48:51.284 --> 00:48:52.846
of like you're you know

00:48:52.865 --> 00:48:53.726
what are you are you a

00:48:53.746 --> 00:48:54.586
fitness business are you a

00:48:54.606 --> 00:48:55.507
physical therapy business

00:48:55.527 --> 00:48:57.648
um but you can see all the

00:48:57.688 --> 00:48:59.150
media he does they have a

00:48:59.190 --> 00:49:00.409
podcast they have youtube

00:49:00.429 --> 00:49:02.632
videos they they have small

00:49:02.672 --> 00:49:03.692
group fitness classes and

00:49:03.711 --> 00:49:05.012
then if someone gets dinged

00:49:05.052 --> 00:49:05.954
and banged up or whatever

00:49:05.994 --> 00:49:07.173
they have some injury they

00:49:07.193 --> 00:49:07.934
have I think they have a

00:49:07.974 --> 00:49:09.114
couple private rooms or

00:49:09.155 --> 00:49:09.896
they treat out in the open

00:49:09.916 --> 00:49:11.817
I'm not sure but they'll do

00:49:11.976 --> 00:49:12.936
hands-on physical therapy

00:49:13.016 --> 00:49:13.777
one-on-one visits

00:49:14.237 --> 00:49:16.139
And then assuming they

00:49:16.318 --> 00:49:18.300
discharge those episodic

00:49:18.320 --> 00:49:20.280
cares of patient injuries

00:49:20.340 --> 00:49:21.101
and plans of care,

00:49:21.442 --> 00:49:22.461
and then they continue in

00:49:22.501 --> 00:49:23.603
the group fitness class.

00:49:23.643 --> 00:49:25.884
So it's kind of like their

00:49:25.983 --> 00:49:27.324
own CrossFit in a way.

00:49:28.125 --> 00:49:29.085
They might have been a CrossFit.

00:49:29.126 --> 00:49:29.846
Maybe they're not now.

00:49:30.186 --> 00:49:30.786
I'm not sure.

00:49:30.806 --> 00:49:31.827
But Gene could maybe come on

00:49:31.847 --> 00:49:32.327
in the future.

00:49:33.987 --> 00:49:36.909
But this model does allow for...

00:49:37.969 --> 00:49:39.490
the members to stay he calls

00:49:39.530 --> 00:49:40.590
the members so they they

00:49:40.650 --> 00:49:41.871
stay as long as they don't

00:49:42.052 --> 00:49:43.092
cancel but you know I hope

00:49:43.411 --> 00:49:44.391
they obviously say he's got

00:49:44.431 --> 00:49:45.813
a community they moved to a

00:49:45.853 --> 00:49:46.972
bigger location somewhat

00:49:47.012 --> 00:49:49.414
recently and um the folks

00:49:49.434 --> 00:49:51.255
stay with them continue to

00:49:51.275 --> 00:49:52.355
pay monthly then if they

00:49:52.394 --> 00:49:53.496
have an injury or whatever

00:49:53.556 --> 00:49:55.135
they'll pay separately for

00:49:55.175 --> 00:49:57.336
that uh but I like that

00:49:57.376 --> 00:49:58.197
model in terms of the

00:49:58.237 --> 00:49:59.257
recurring model and that's

00:49:59.297 --> 00:50:00.398
the best component of the

00:50:00.438 --> 00:50:01.719
whole group fitness class

00:50:02.199 --> 00:50:04.099
but again you know tony I

00:50:04.119 --> 00:50:05.099
like to put I do like the

00:50:05.119 --> 00:50:07.001
pushback of like what is this is this

00:50:07.501 --> 00:50:08.862
Is this, you know, fitness,

00:50:09.242 --> 00:50:10.722
is this fitness forward, physical therapy,

00:50:10.742 --> 00:50:12.003
whatever that is like, you know, like,

00:50:12.302 --> 00:50:13.143
and maybe, maybe it's okay.

00:50:13.164 --> 00:50:13.963
Maybe like, you know,

00:50:14.043 --> 00:50:15.704
other people are fine with it, but yeah,

00:50:15.764 --> 00:50:15.885
it's,

00:50:16.005 --> 00:50:17.585
it's not traditional physical therapy.

00:50:18.905 --> 00:50:19.847
One other, you know,

00:50:20.467 --> 00:50:21.307
just because everything

00:50:21.327 --> 00:50:23.728
we've shown so far is like good looking,

00:50:23.849 --> 00:50:26.309
sweaty, like young, healthy.

00:50:27.811 --> 00:50:29.550
You can build a model around anything.

00:50:29.570 --> 00:50:31.391
Now, if you guys remember curves,

00:50:32.612 --> 00:50:34.454
curves was designed for women.

00:50:35.034 --> 00:50:36.875
who didn't feel comfortable

00:50:37.016 --> 00:50:39.797
exercising around other people, you know,

00:50:39.878 --> 00:50:41.418
hydraulic resistance, I mean,

00:50:41.559 --> 00:50:42.659
minimal improvement,

00:50:42.699 --> 00:50:44.001
like anybody with any

00:50:44.061 --> 00:50:45.722
reasonable expectation of

00:50:46.242 --> 00:50:47.543
strength gains or fitness,

00:50:47.603 --> 00:50:48.804
it's never gonna happen in

00:50:48.844 --> 00:50:49.625
this environment,

00:50:49.945 --> 00:50:51.246
but that's not what they were selling.

00:50:51.666 --> 00:50:52.887
They were selling community,

00:50:52.927 --> 00:50:54.208
they were selling the

00:50:54.248 --> 00:50:57.931
connection and I would love to see,

00:50:57.951 --> 00:50:59.172
and I'm shocked that I

00:50:59.211 --> 00:51:00.472
haven't seen this more,

00:51:01.494 --> 00:51:04.496
Places they used to call something a mog,

00:51:04.737 --> 00:51:06.719
a medical oriented gym.

00:51:07.139 --> 00:51:08.019
I hate that word.

00:51:08.079 --> 00:51:08.820
I hate mog.

00:51:09.501 --> 00:51:12.224
But but a place like that

00:51:12.625 --> 00:51:14.286
specifically for people

00:51:14.405 --> 00:51:16.849
using adaptive equipment, for amputees,

00:51:16.889 --> 00:51:18.269
for all sorts of stuff.

00:51:19.391 --> 00:51:20.231
I think there's a huge

00:51:20.291 --> 00:51:22.014
opportunity in the neuro space.

00:51:22.134 --> 00:51:23.375
I don't do any neuro rehab,

00:51:23.414 --> 00:51:24.436
but I've got it.

00:51:24.896 --> 00:51:25.235
Yeah,

00:51:25.275 --> 00:51:27.456
that that community needs something

00:51:27.516 --> 00:51:30.057
like that to make neuro rehab cool,

00:51:30.557 --> 00:51:32.418
kind of bring an edginess to it,

00:51:32.478 --> 00:51:34.000
bring masculinity to it,

00:51:34.059 --> 00:51:35.981
bring something that it's like, hey,

00:51:36.021 --> 00:51:36.920
just because you had a

00:51:36.960 --> 00:51:38.101
stroke doesn't mean you

00:51:38.141 --> 00:51:40.061
can't feel this way again.

00:51:40.523 --> 00:51:42.182
You played sports as a as a

00:51:42.242 --> 00:51:43.204
college athlete.

00:51:43.264 --> 00:51:44.423
You've done hard things.

00:51:44.463 --> 00:51:45.244
This is the hardest thing

00:51:45.264 --> 00:51:46.125
you're ever going to do.

00:51:46.565 --> 00:51:48.505
Let's make it cool to do hard things.

00:51:48.956 --> 00:51:49.775
Yanni Corey,

00:51:49.815 --> 00:51:52.277
former Georgetown college athlete,

00:51:52.398 --> 00:51:54.938
dove headfirst into a sandbar,

00:51:55.958 --> 00:51:58.501
was paralyzed, went to get rehab.

00:51:58.661 --> 00:51:59.021
Of course,

00:51:59.061 --> 00:52:01.222
his rehab for neurologic PT ran

00:52:01.302 --> 00:52:03.702
out after X number of visits or time.

00:52:04.324 --> 00:52:05.244
And he's looking around going,

00:52:05.264 --> 00:52:06.224
where's the gym, bro?

00:52:06.445 --> 00:52:07.844
Where's the gym for people like me?

00:52:08.405 --> 00:52:09.346
I'm still this.

00:52:09.365 --> 00:52:10.126
Couldn't find it.

00:52:10.606 --> 00:52:12.208
Yanni's like, screw that.

00:52:12.228 --> 00:52:12.907
I'll just make it.

00:52:13.208 --> 00:52:14.128
So his goal,

00:52:14.208 --> 00:52:16.349
if you go to Next Step Fitness,

00:52:18.030 --> 00:52:19.670
He wants to have these organizations.

00:52:19.710 --> 00:52:21.391
He's got L.A., Atlanta, Kansas City,

00:52:21.452 --> 00:52:23.072
Orlando, Raleigh, Las Vegas, Nashville,

00:52:23.112 --> 00:52:25.695
Pittsburgh, New Zealand and Ukraine.

00:52:25.974 --> 00:52:27.155
His goal is to have one in

00:52:27.175 --> 00:52:28.315
every single state and

00:52:28.335 --> 00:52:29.516
eventually every single city.

00:52:30.418 --> 00:52:32.358
And his gripe or his thing,

00:52:32.378 --> 00:52:33.278
that's Yanni right there

00:52:33.298 --> 00:52:34.539
actually working out in the video.

00:52:35.320 --> 00:52:36.460
His thing was the problem

00:52:36.501 --> 00:52:37.882
was PTs were too expensive.

00:52:37.902 --> 00:52:39.463
So he's like he eliminated them.

00:52:40.123 --> 00:52:41.244
Like that was the barrier.

00:52:41.463 --> 00:52:42.384
Because if he went through

00:52:42.423 --> 00:52:44.505
in traditional PT, he was like,

00:52:44.545 --> 00:52:44.905
you're out.

00:52:45.365 --> 00:52:46.226
I got the equipment.

00:52:46.827 --> 00:52:47.807
What he would have to,

00:52:47.827 --> 00:52:48.748
because he loved PTs.

00:52:48.788 --> 00:52:49.668
He was just like, you're too,

00:52:49.768 --> 00:52:50.268
that's Yanni.

00:52:50.668 --> 00:52:51.809
You're just too expensive.

00:52:51.989 --> 00:52:52.851
So he had physical

00:52:52.891 --> 00:52:54.831
therapists train trainers

00:52:55.132 --> 00:52:56.972
and then go back to your PT clinic.

00:52:57.193 --> 00:52:58.914
The trainers can take it from here, right?

00:52:59.135 --> 00:53:00.574
We're not going to make it any worse.

00:53:00.715 --> 00:53:01.376
Just make sure you don't

00:53:01.396 --> 00:53:02.135
make it any worse.

00:53:02.556 --> 00:53:03.938
So Yanni's got all those locations.

00:53:04.277 --> 00:53:04.518
I mean,

00:53:04.577 --> 00:53:05.538
you want to talk about franchise

00:53:05.577 --> 00:53:06.059
opportunity.

00:53:06.518 --> 00:53:07.719
I have heard unofficially

00:53:07.760 --> 00:53:09.380
that these things print money.

00:53:10.335 --> 00:53:11.356
They print money and they do

00:53:11.376 --> 00:53:12.036
amazing things.

00:53:12.257 --> 00:53:12.717
Oh my God,

00:53:12.737 --> 00:53:14.038
there should be a red flag on that.

00:53:14.358 --> 00:53:15.958
There's enough people, unfortunately,

00:53:16.219 --> 00:53:17.619
who have these problems

00:53:17.860 --> 00:53:19.201
that would pay you money

00:53:19.440 --> 00:53:21.121
outside of their insurance to work out.

00:53:21.382 --> 00:53:22.222
Why are we not making more

00:53:22.242 --> 00:53:23.282
of the next step fitness?

00:53:23.302 --> 00:53:23.603
Well, yeah,

00:53:23.623 --> 00:53:25.164
because it must be cheaper than

00:53:25.184 --> 00:53:25.985
physical therapy because

00:53:26.045 --> 00:53:26.565
people are going to say,

00:53:26.585 --> 00:53:27.365
do you take my insurance?

00:53:27.385 --> 00:53:28.365
They're going to say no,

00:53:28.405 --> 00:53:28.985
because we don't have

00:53:29.007 --> 00:53:30.827
physical therapists.

00:53:30.887 --> 00:53:32.148
It's got to be cheaper than a copay.

00:53:32.188 --> 00:53:33.188
So I don't know how that's possible.

00:53:33.228 --> 00:53:35.070
But yeah, membership.

00:53:37.255 --> 00:53:39.036
CrossFit's not cheaper than a copay.

00:53:39.215 --> 00:53:41.117
CrossFit's not cheaper than a copay.

00:53:41.556 --> 00:53:43.478
They have a master's division.

00:53:43.577 --> 00:53:44.438
It's incredible.

00:53:44.539 --> 00:53:46.559
They are doing it the best, I mean,

00:53:46.599 --> 00:53:47.240
from what I've seen.

00:53:47.641 --> 00:53:48.862
Now, I don't know if you guys remember,

00:53:49.021 --> 00:53:51.302
I had shared a video.

00:53:51.382 --> 00:53:52.244
I think it was a video.

00:53:53.023 --> 00:53:55.125
of a man uh I think it was

00:53:55.184 --> 00:53:56.465
an upper extremity amputee

00:53:56.485 --> 00:53:57.646
I don't even remember I'm

00:53:57.686 --> 00:53:58.927
gonna say doing a snatch or

00:53:58.947 --> 00:53:59.646
a clean and jerk or

00:53:59.686 --> 00:54:01.547
something like that and it

00:54:01.588 --> 00:54:03.949
was labeled as motivation

00:54:04.009 --> 00:54:07.291
porn and it was like yeah

00:54:07.331 --> 00:54:08.030
just a whole bunch of

00:54:08.090 --> 00:54:09.331
negative stuff said about

00:54:09.411 --> 00:54:10.351
it because we were

00:54:10.411 --> 00:54:11.552
celebrating this person's

00:54:11.592 --> 00:54:12.512
ability to do something

00:54:12.552 --> 00:54:14.353
incredible that I can't do

00:54:15.213 --> 00:54:16.614
so I I don't know if that

00:54:16.655 --> 00:54:18.076
plays an element in all of this

00:54:18.751 --> 00:54:19.791
Tony got a pushback real

00:54:19.811 --> 00:54:22.233
quick on the cost CrossFit copay thing.

00:54:23.152 --> 00:54:23.893
Isn't CrossFit like two

00:54:23.913 --> 00:54:24.532
hundred bucks a month?

00:54:24.632 --> 00:54:25.052
Is it more?

00:54:25.152 --> 00:54:25.733
Is it three hundred?

00:54:26.114 --> 00:54:28.173
Yeah, it depends on where you are here.

00:54:28.393 --> 00:54:29.693
Here it's about two seventy

00:54:29.713 --> 00:54:32.954
five for unlimited access to the classes.

00:54:33.215 --> 00:54:34.996
Nothing personal training wise.

00:54:35.016 --> 00:54:36.335
OK,

00:54:36.356 --> 00:54:38.155
two hundred seventy five bucks per month.

00:54:38.235 --> 00:54:39.157
People go how often?

00:54:39.257 --> 00:54:39.817
Twice a week,

00:54:39.876 --> 00:54:41.016
three times a week to CrossFit.

00:54:42.269 --> 00:54:44.851
Okay, if we're talking per unit.

00:54:44.931 --> 00:54:46.112
On average, on average.

00:54:46.311 --> 00:54:47.532
Yeah,

00:54:47.652 --> 00:54:49.353
I was doing three or four days a week.

00:54:49.934 --> 00:54:51.456
Yeah, Bo snapped in with that.

00:54:52.016 --> 00:54:53.257
Deanne's saying that she thinks that.

00:54:53.277 --> 00:54:55.077
So, twelve visits a month?

00:54:55.398 --> 00:54:55.557
Yeah.

00:54:55.577 --> 00:54:56.679
That's twenty-two dollars

00:54:56.699 --> 00:54:57.659
and ninety-two cents.

00:54:57.679 --> 00:54:58.340
That is a copay.

00:54:59.295 --> 00:55:00.155
You're paying twenty two

00:55:00.215 --> 00:55:01.815
ninety two twenty two dollars.

00:55:02.516 --> 00:55:03.597
If you're going three times,

00:55:03.657 --> 00:55:04.177
if you're paying two

00:55:04.197 --> 00:55:05.197
seventy five a month and

00:55:05.217 --> 00:55:06.257
you're going three times a week,

00:55:06.557 --> 00:55:07.398
how is that not a copay

00:55:07.878 --> 00:55:09.000
comparing the cost of

00:55:09.019 --> 00:55:10.199
physical therapy versus CrossFit?

00:55:10.619 --> 00:55:11.541
I think we're paying attention.

00:55:11.820 --> 00:55:12.300
I think we're paying

00:55:12.320 --> 00:55:13.181
attention to the wrong side

00:55:13.202 --> 00:55:14.101
of the of the seesaw,

00:55:14.702 --> 00:55:16.063
which is stop talking about the price.

00:55:16.103 --> 00:55:16.943
Start talking about what

00:55:17.143 --> 00:55:18.284
what people get out of it.

00:55:18.344 --> 00:55:18.963
The value.

00:55:19.184 --> 00:55:20.125
There's community there.

00:55:20.445 --> 00:55:21.766
If you can build a PT clinic

00:55:21.786 --> 00:55:23.626
like Tony's where there is community,

00:55:24.126 --> 00:55:25.907
people will overlook the costs.

00:55:26.706 --> 00:55:26.927
right?

00:55:27.726 --> 00:55:27.927
Hang on.

00:55:27.987 --> 00:55:28.327
I don't want to,

00:55:28.347 --> 00:55:29.007
I don't want to pass this up.

00:55:29.027 --> 00:55:29.927
DM was saying they have a

00:55:29.967 --> 00:55:31.027
neuro fitness gym here in Dallas,

00:55:31.047 --> 00:55:31.427
Fort worth.

00:55:31.547 --> 00:55:31.847
Awesome.

00:55:31.887 --> 00:55:32.588
I wish there was more.

00:55:32.608 --> 00:55:34.248
The gyms like next step,

00:55:34.268 --> 00:55:35.028
which we also have in

00:55:35.048 --> 00:55:35.929
Dallas can be dangerous.

00:55:35.989 --> 00:55:37.210
In my opinion, they bring in the bucks.

00:55:37.550 --> 00:55:38.869
Why is it dangerous?

00:55:39.170 --> 00:55:40.990
Like, because let's be honest,

00:55:41.050 --> 00:55:42.030
just because you're a PT

00:55:42.251 --> 00:55:43.471
does not mean you're a good PT.

00:55:43.570 --> 00:55:44.431
I'm very sorry.

00:55:44.891 --> 00:55:45.851
So just because it's under

00:55:45.891 --> 00:55:46.771
the label of physical

00:55:46.811 --> 00:55:48.132
therapy does not mean a

00:55:48.193 --> 00:55:49.952
trainer couldn't kick that person's ass.

00:55:50.333 --> 00:55:52.733
You can't just say there's no hierarchy.

00:55:53.173 --> 00:55:54.474
You have to look at it like flat.

00:55:54.514 --> 00:55:56.077
So you'd have to qualify that statement.

00:55:56.137 --> 00:55:57.418
I'm not saying you're wrong, Deanne.

00:55:58.277 --> 00:55:59.039
I do know Yanni,

00:55:59.079 --> 00:56:01.440
but I will take your gripe

00:56:01.460 --> 00:56:02.521
of why they are dangerous,

00:56:02.561 --> 00:56:03.402
but you have to back it up

00:56:03.422 --> 00:56:04.903
with the facts.

00:56:05.164 --> 00:56:05.625
Well,

00:56:05.644 --> 00:56:07.565
there was one little gif or whatever

00:56:07.606 --> 00:56:09.047
video of someone, you know,

00:56:09.387 --> 00:56:10.829
some person there moving

00:56:10.869 --> 00:56:11.849
the elbow and the arm and

00:56:11.869 --> 00:56:13.090
the shoulder of Deanne.

00:56:13.431 --> 00:56:14.972
a patient that had some

00:56:15.032 --> 00:56:15.913
neurological condition.

00:56:15.972 --> 00:56:17.673
So if they have, I don't know,

00:56:17.713 --> 00:56:18.994
some flaccid shoulder

00:56:19.034 --> 00:56:21.456
muscles or rotator cuff and you're,

00:56:21.556 --> 00:56:23.097
you know, the trainers are doing that.

00:56:23.157 --> 00:56:24.317
Could they sublux a shoulder?

00:56:24.396 --> 00:56:24.958
Cause they don't have the

00:56:25.018 --> 00:56:25.978
full understanding of it.

00:56:26.257 --> 00:56:27.358
Yes, it could happen.

00:56:27.659 --> 00:56:28.679
It absolutely could happen.

00:56:28.699 --> 00:56:30.420
Can you hook up, can you hook up, you know,

00:56:30.501 --> 00:56:32.561
Yanni to the FES bike or whatever?

00:56:32.862 --> 00:56:34.202
And then, then he does his thing.

00:56:34.822 --> 00:56:35.844
Then there's low risk in that.

00:56:36.940 --> 00:56:37.179
Hold on.

00:56:37.260 --> 00:56:37.900
They don't have PTs.

00:56:37.920 --> 00:56:39.121
They don't understand pressure injury.

00:56:39.262 --> 00:56:40.043
That's an assumption.

00:56:40.182 --> 00:56:41.123
You do not know what they

00:56:41.163 --> 00:56:42.704
understand unless you know them.

00:56:42.844 --> 00:56:44.045
Now I'll play lawyer now.

00:56:44.666 --> 00:56:45.527
Don't realize when they're

00:56:45.586 --> 00:56:46.608
putting a patient at risk.

00:56:46.628 --> 00:56:47.489
I would agree with the end,

00:56:47.528 --> 00:56:49.610
just based off not knowing anything else.

00:56:49.769 --> 00:56:51.672
But you have to qualify by saying,

00:56:51.851 --> 00:56:53.032
I think that they don't

00:56:53.072 --> 00:56:53.753
know what they're doing.

00:56:53.893 --> 00:56:54.773
They most likely don't.

00:56:55.155 --> 00:56:55.375
Come on.

00:56:55.929 --> 00:56:57.371
They don't understand proper technique.

00:56:57.510 --> 00:56:58.271
I would love to see.

00:56:58.731 --> 00:57:00.574
So I will walk into ten PT

00:57:00.594 --> 00:57:01.894
clinics that this is going on.

00:57:02.155 --> 00:57:04.056
And if I see any of it, then I'm right.

00:57:04.677 --> 00:57:06.297
Then, oh, then PTs do it, too,

00:57:06.338 --> 00:57:07.619
because I saw it happen.

00:57:07.898 --> 00:57:08.380
Listen, man,

00:57:08.840 --> 00:57:09.981
I've been to some PT clinics

00:57:10.280 --> 00:57:11.382
that were painted beige.

00:57:12.143 --> 00:57:13.563
They weren't a lot of beige,

00:57:13.583 --> 00:57:14.784
a lot of beige going on.

00:57:16.800 --> 00:57:17.740
All right, we got three minutes left.

00:57:17.760 --> 00:57:18.481
Time for parting shots.

00:57:18.501 --> 00:57:22.385
Or Dave, do you have a- No, I'll save.

00:57:22.925 --> 00:57:24.226
I have that social media thing,

00:57:26.168 --> 00:57:26.969
that Instagram account,

00:57:27.088 --> 00:57:27.889
I think would be good for

00:57:27.909 --> 00:57:28.289
stealing strategy.

00:57:28.309 --> 00:57:28.690
The rapper guy?

00:57:30.271 --> 00:57:30.771
Yeah.

00:57:30.811 --> 00:57:31.251
That's funny.

00:57:31.371 --> 00:57:31.873
No, well,

00:57:32.813 --> 00:57:35.356
the fake social media influencer guy.

00:57:36.096 --> 00:57:36.856
We could share it as like a

00:57:36.876 --> 00:57:38.077
stealing strategy.

00:57:38.117 --> 00:57:39.438
Just getting more eyeballs

00:57:39.498 --> 00:57:40.699
on your physical therapy practice.

00:57:40.800 --> 00:57:41.260
Hey, gang.

00:57:42.081 --> 00:57:43.061
Hey, gang.

00:57:43.101 --> 00:57:44.003
That's what he starts every video.

00:57:44.023 --> 00:57:44.844
All right, party shots.

00:57:44.864 --> 00:57:45.224
What do you got?

00:57:46.101 --> 00:57:49.302
Go ahead, Dave, you start.

00:57:49.322 --> 00:57:50.481
Let's go back to the marketing.

00:57:50.802 --> 00:57:52.922
I mean, just seriously get more serious.

00:57:53.262 --> 00:57:54.483
Seriously get more serious

00:57:54.523 --> 00:57:56.123
about whatever your approach is.

00:57:57.204 --> 00:57:58.164
Do like, I don't know,

00:57:58.344 --> 00:58:00.465
one or two things and just annihilate it.

00:58:00.565 --> 00:58:02.425
Like really get after it.

00:58:02.786 --> 00:58:03.686
Whether it's contacting

00:58:03.706 --> 00:58:04.847
every physician in your area,

00:58:05.186 --> 00:58:07.487
contacting every nursing company,

00:58:08.588 --> 00:58:10.530
contact every personal trainer, yoga,

00:58:10.610 --> 00:58:12.650
Pilates, whatever, acupuncture,

00:58:12.851 --> 00:58:13.391
hit them up.

00:58:13.572 --> 00:58:13.811
Hey,

00:58:14.052 --> 00:58:15.492
are you guys looking for more new

00:58:15.532 --> 00:58:16.193
patients and clients?

00:58:16.213 --> 00:58:17.655
I would love to send folks to you.

00:58:17.914 --> 00:58:19.315
And if you have zero patients,

00:58:20.096 --> 00:58:20.516
let's say you're just

00:58:20.536 --> 00:58:20.976
starting your practice,

00:58:20.996 --> 00:58:21.797
you have zero patients,

00:58:22.197 --> 00:58:23.518
then you go hit up your

00:58:23.559 --> 00:58:24.239
neighbors and your friends

00:58:24.259 --> 00:58:25.019
and your family and say, hey,

00:58:25.059 --> 00:58:26.081
go check out this place.

00:58:26.161 --> 00:58:27.922
I met Mary at the acupuncture studio.

00:58:27.961 --> 00:58:30.182
I met John at the massage studio,

00:58:30.202 --> 00:58:30.443
whatever.

00:58:30.943 --> 00:58:33.246
And send people to them first.

00:58:34.490 --> 00:58:36.211
And then they will send people to you.

00:58:36.431 --> 00:58:37.592
Like, it's just magical.

00:58:37.793 --> 00:58:38.592
But it takes effort.

00:58:38.873 --> 00:58:39.914
So it takes time and effort

00:58:39.954 --> 00:58:41.054
or it takes money with paid ads.

00:58:41.074 --> 00:58:41.815
But either way,

00:58:41.914 --> 00:58:43.255
pick one or two of these strategies.

00:58:43.775 --> 00:58:44.777
Just get after it.

00:58:45.577 --> 00:58:46.237
Fully do it.

00:58:46.458 --> 00:58:49.139
Go all in on it with time or

00:58:49.219 --> 00:58:50.519
effort and money or whatever.

00:58:50.679 --> 00:58:51.561
One of those two or three.

00:58:52.161 --> 00:58:53.021
That's all I have for today.

00:58:53.768 --> 00:58:53.989
Yeah,

00:58:54.009 --> 00:58:56.190
I'm going to go through in my

00:58:56.210 --> 00:58:57.132
Facebook group.

00:58:57.231 --> 00:58:58.773
I'm going to go through a cycle of posts,

00:58:58.833 --> 00:59:00.233
just helping people that

00:59:00.273 --> 00:59:01.856
are brand new to business.

00:59:02.275 --> 00:59:03.757
They're probably amazing therapists,

00:59:04.257 --> 00:59:05.599
but they're brand new to business.

00:59:06.018 --> 00:59:08.960
Just start their mind thinking about, oh,

00:59:09.001 --> 00:59:10.141
I never thought of it that way.

00:59:10.181 --> 00:59:11.503
I never looked at that question.

00:59:11.543 --> 00:59:12.583
That's what I need to see.

00:59:13.045 --> 00:59:14.206
So if you're not already in

00:59:14.266 --> 00:59:15.367
learn Medicare billing for

00:59:15.407 --> 00:59:17.367
mostly cash based PTO, TSLP,

00:59:17.407 --> 00:59:17.989
go check it out.

00:59:18.009 --> 00:59:19.170
It's a free Facebook group.

00:59:20.190 --> 00:59:21.253
but I'm gonna run a series

00:59:21.293 --> 00:59:23.155
of posts focused on helping

00:59:23.235 --> 00:59:24.378
people start marketing.

00:59:24.818 --> 00:59:26.442
Yeah, how bad do you want it, right?

00:59:26.481 --> 00:59:28.806
Like, did you guys ever sell,

00:59:28.826 --> 00:59:29.708
were you guys ever Boy Scouts,

00:59:29.728 --> 00:59:30.228
Cub Scouts?

00:59:31.010 --> 00:59:32.452
I sold Tom Watt.

00:59:33.293 --> 00:59:35.335
which was the greatest scam in the world.

00:59:35.416 --> 00:59:35.795
Essentially,

00:59:35.856 --> 00:59:37.197
each Cub Scout got like a

00:59:37.237 --> 00:59:39.619
cardboard suitcase filled

00:59:39.639 --> 00:59:40.659
with tchotchkes.

00:59:41.219 --> 00:59:42.782
And to be able to go on our

00:59:42.862 --> 00:59:44.963
annual Boy Scout trip, we had to earn,

00:59:44.983 --> 00:59:45.344
I don't know,

00:59:45.403 --> 00:59:46.625
three hundred bucks or something.

00:59:47.045 --> 00:59:48.465
And my parents, my parents,

00:59:48.485 --> 00:59:49.306
a good life lesson.

00:59:49.367 --> 00:59:50.748
They were just like, listen,

00:59:51.068 --> 00:59:52.028
you can't go on the trip

00:59:52.108 --> 00:59:52.929
unless you walk around the

00:59:52.949 --> 00:59:53.771
neighborhood dragging this

00:59:53.791 --> 00:59:55.211
cardboard suitcase and sell

00:59:55.791 --> 00:59:57.393
picture frames and pens and

00:59:57.414 --> 00:59:59.074
tchotchkes to your to your neighbors.

00:59:59.554 --> 01:00:02.237
They put they put the goal at the end.

01:00:02.938 --> 01:00:04.039
So we're just like, walk around,

01:00:04.199 --> 01:00:04.798
knock on the door.

01:00:04.878 --> 01:00:05.699
They didn't show me.

01:00:05.739 --> 01:00:07.019
I didn't watch a video on how to sell.

01:00:07.039 --> 01:00:08.701
It was like, hi, I'm a boy scout.

01:00:09.161 --> 01:00:10.081
I can't go on my trip.

01:00:10.481 --> 01:00:11.762
Do you want to look at some of this stuff?

01:00:12.442 --> 01:00:14.163
And so unless you're wearing

01:00:14.222 --> 01:00:15.844
out a pair of shoes or a

01:00:15.884 --> 01:00:17.965
keyboard like every single month,

01:00:18.344 --> 01:00:19.144
I don't feel bad for you

01:00:19.164 --> 01:00:21.085
because you're not trying enough.

01:00:21.106 --> 01:00:22.206
We'll be back on Thursday.

01:00:23.007 --> 01:00:24.067
I'll be live from Boston.

01:00:24.106 --> 01:00:25.248
I'm going to another one of

01:00:25.268 --> 01:00:27.489
those health to tech events in Boston.

01:00:27.509 --> 01:00:28.409
So if you're in Boston and

01:00:28.429 --> 01:00:30.068
you like healthcare and technology,

01:00:30.449 --> 01:00:32.090
DM me and I'll get you into that event.

01:00:32.789 --> 01:00:33.771
It's a cool mixer.

01:00:33.811 --> 01:00:34.650
It puts a bunch of

01:00:34.771 --> 01:00:35.972
interesting people in the room.

01:00:36.251 --> 01:00:36.731
And then I'm going to

01:00:36.771 --> 01:00:40.333
Chicago on Thursday for another mixer.

01:00:40.992 --> 01:00:41.914
I drive around.

01:00:41.974 --> 01:00:42.614
I shake hands.

01:00:42.713 --> 01:00:43.353
I kiss babies.

01:00:43.594 --> 01:00:44.233
I buy drinks.

01:00:44.253 --> 01:00:45.795
That's what I do for my job now.

01:00:46.295 --> 01:00:46.876
We'll see you guys on

01:00:46.916 --> 01:00:50.157
Thursday at eight thirty a.m.

01:00:50.277 --> 01:00:50.577
Eastern.

01:00:51.159 --> 01:00:51.699
Have a good day, guys.

01:00:52.440 --> 01:00:52.860
See you.