Hey, guys.
Welcome back to PT Breakfast Club.
Gentlemen, good morning.
We're all over the place now.
I mean, you're in Ohio, Tony, right?
Dave's in Florida.
I'm in the great state of New Jersey.
I'm in the southern tip of New Jersey.
Oh, Pete May?
Oh, Atlantic City.
Nice.
Atlantic City, yeah.
Close to it.
And Dave is in Kissimmee.
Kissimmee.
all right so what do we have on
the agenda for today well i think didn't
didn't you tip off you wanted to talk
about ads like the last time we talked
dave i don't know if you saw this
but first of all actually dave was out
the other day and the louvre got robbed
I can neither confirm nor deny.
I'm not saying Dave robbed the Louvre.
I'm saying those two things correlation.
Uh, but we talked about the lift company,
I guess they use one of those like
boom lifts.
And we talked about how that organization
sort of like pivoted and was able to
sort of get some press out of that
by saying they released an ad of the
crime scene and said,
when you have to move fast,
so it's a way to take advantage of
those things.
So are we talking about ads?
Yeah, let's talk about ads.
It's been a while.
Dave is a huge fan.
I'm still trying to crack the shell on
how to run an effective ad.
So while Jimmy's out, Dave,
let me kind of fill you in.
I shared the image,
but we'll just discuss it.
So I ran a organic post on Facebook.
It was a photo.
It was actually a photo of somebody in
one of my Facebook groups.
bilateral knee replacement,
sitting on a kayak.
It showed both knees, both incisions,
and this person paddling or rowing or
whatever you do when you're on a kayak.
The organic photo hit a hundred thousand
views in twenty four hours and about a
hundred comments in just as much time.
I was like, hey,
I'm going to turn this into a paid
ad now for people watching my
understanding.
And I am completely an ignorant person to
paid ads.
You don't boost it because when you boost
it, you don't have control over it.
So I go into ad manager.
I think that's what it's called.
I start to create the ad.
It says you want to use an existing
post.
I say, yes, I choose that post.
Now, where I dropped the ball,
I did not change any of the verbiage
in the post.
So it doesn't even look like an ad,
but maybe that's a good thing.
I put a three dollar budget a day.
I limited it to I think it's fifteen
miles around the zip code for my physical
therapy clinic.
And I'm just going to see how it
goes.
I want to see what that does.
That started yesterday.
It's had like two thousand views or
something.
So give give us some context around that
general strategy.
That's a solid start.
And I'm no pro.
I mean, I think, you know,
Will Boyd and many others,
I've always outsourced my ads.
So I I would do the same thing
if I were you in Facebook ads manager.
I never set up a campaign.
The one thing is from Hormozy and others
is just testing a lot of creative.
So maybe it's variations or versions,
like maybe you put it in ChatGPT or
Photoshop or whatever,
and you kind of change the video or
the picture,
the image of whatever the ad is.
So changing the actual creative
uh oftentimes can be like one of the
biggest uh levers to pull but i would
i would just do the same thing i
would start the same way as you um
historically i just never wanted to learn
it i just never wanted to learn all
of it so i has i have always
just outsourced it to people that already
know what to do uh yeah you got
to pay them but um i kind of
look at it as like you're starting on
first base maybe not second base
But you're starting on first base rather
than figuring out everything on your own.
So I think that's a good start.
And then how long I'll ask you a
question.
Are you looking to, you know,
run it for a couple of days,
couple of weeks or something?
And are you going to tweak it along
the way?
Do you have any ideas in terms of
like tweaking it, optimizing it?
You know,
optimizing is kind of a jargony word,
but obviously you want to, you know,
get more patience and leads from it.
And, uh,
have a lower cost per lead if possible,
if you could wave a magic wand.
But how do you plan on tracking it
or modifying it as you're watching it?
So through Ads Manager, obviously,
you get more analytics than you would if
you just boosted a post.
I shared one previously,
September twenty fourth.
I'm looking inside my account right now,
even though you guys can't see it.
September twenty fourth.
What I did was I did,
I guess they call it a carousel.
It was like four or five photos all
showing knee replacement range of motion
images.
So like a knee with a goniometer.
And then these are real real cases from
my clinic.
So as an example, that one,
it's been running three dollar a day
budget.
since september twenty fourth so a little
over a month it generated an estimated
eleven calls during that time cost per
call is eight dollars and thirteen cents
total spent on that campaign is eighty
nine dollars now amazing by the way even
even for in network amazing here's the
problem though here's the problem
I have no idea who those eleven calls
were.
Now, so with Facebook through ads manager,
you can put a button that says call
now.
You can put the telephone number behind
the button.
So when they click the button,
supposedly it calls the clinic.
I cannot tell you if any of those
calls turned into appointments.
I can't tell you if any of those
calls were existing patients that just saw
the ad.
I did have one patient that said, hey,
I saw one of your videos on Facebook
the other day.
I have no good tracking,
no good mechanism of knowing conversions
or anything in my mind.
And keep in mind,
it's my wife and I who are answering
the phone.
Occasionally,
it's my physical therapist assistant.
So we know every call that comes in.
We do have it set up where if
the call goes to voicemail,
the voicemail gets emailed to us and text
to us.
We don't miss a lot of calls.
Like immediately we respond either with a
returning text message or an actual
callback.
But I still, from my knowledge,
I have no reference on those eleven calls
that Facebook is telling me came in.
so it seems cool but i can't really
say it turned into dollars in my bank
account um to answer your question though
yeah the plan would be let it run
for a week or two see what it
does then maybe start to tweak the copy
because i haven't changed what was written
in the post it's still written like an
organic post not an ad but maybe then
i start to go back to chat gpt
put the copy in which by the way
for reference
My wife saw it last night.
She was like, hey, you're running an ad.
I'm like, yeah.
She's like, I don't have comments.
I'm like,
I don't even know what it says.
I never even read the original copy from
the organic post.
And so I still have it.
I read so slow.
It would take me forever.
I just let it go.
But, you know, yeah, every week or two,
in my mind, we would modify it,
update it,
see if it actually leads to conversions.
But the main takeaway is I'm never gonna
just run a cold ad again.
I will take proven posts that are reaching
organically, turn them into local ads,
limit it by geography to the zip code,
put some money behind it and just let
that go.
And worst case scenario,
I just get more ads on my Facebook
account.
I'm averaging three million views a month
right now.
And for reference,
Think about what I just said.
I'm going to tell you guys in a
minute,
how much the organic post generated,
because that's,
that's the budget I'm using for the app.
So it's like, it's, it's not,
it's nothing out of pocket.
Zero.
so we're talking about i want to just
when when we get a second i want
to talk about marketing attribution really
quick about that because i have a
potential cheap simple strategy on how to
track which calls come from that ad let's
do it tell me okay uh we use
an answering service but you could
literally i think there's dozens online
that are you know typically they're
us-based
US based individuals who read your call
script, they answer the phone,
this would be a different number.
So you could get a different local number,
either you buy it yourself as the
business,
you buy your number and you import it
into the answering service,
you give them the ability to answer that
phone number.
The user on Facebook doesn't is not typing
in a number, right?
So they're just clicking click to call or
whatever.
So they don't even really see what number
it is.
So the number could be a different area
code,
although you probably want some Ohio based
nearby
area code for the phone number it would
be a different phone number it gets routed
to a thirty dollar a month answering
service and after a certain amount of
minutes per month they'll charge you like
i don't know like a uh fifty cents
a minute or a dollar a minute it's
like it's so nominal like i think the
most i've ever spent for an answering
service was like
a thousand a month.
I mean,
but sometimes it's like a couple hundred
bucks a month depending on calls.
Cause they,
it's based off of like per minute after
you hit their threshold.
So I think maybe some months,
twelve hundred dollars,
fifteen hundred dollars,
but it's like better than paying for an
actual human that is full time or part
time that works for my practice.
They'll answer it on, you know,
Three a.m., seven a.m., eight p.m.,
nine p.m.
at night, ten p.m.
at night, holidays, whatever.
So the phone always gets answered.
You go on Google,
you can pick any of them.
I don't even have an affiliate fee,
affiliate link, whatever.
You go on Google,
you find an answering service.
You use a number through their service or
you buy a local Ohio-based area code phone
number.
You use that phone number for this
particular Google ad, the whole ad.
then the calls get routed through the
answering service so someone that's not
your at your practice answers the phone oh
you know uh you can put in the
script like oh this was you you clicked
on it most likely you clicked on this
facebook ad right and then they get the
name phone number contact email whatever
whatever questions what what any other
contact information you want to get then
the answering service company that is
you're paying basically pennies on the
dollar
We'll email you and text you a breakdown
and an audio file of the call.
A breakdown of the call and an audio
file of the call so you can listen
and make sure, oh,
that was perfect or that person,
that agent at the answering service was
not good.
Never have them answer my phone number
ever again.
But marketing attribution,
now you get three calls that go through
this answering service.
You know for sure
that three users converted,
they didn't call your clinic,
they didn't call and your clinic forgot to
ask them, hey,
how did you hear about us?
Oh,
I clicked on this Facebook ad or people
don't even know that they clicked on a
Facebook ad, they thought it was a post,
it used to be a post for you,
you made it an ad,
you know what I mean?
So even user,
even potential patients are not gonna say,
oh, I clicked on this, I converted,
I clicked on this Facebook ad.
That's the fastest, easiest, cheapest way
in terms of tracking converted calls from
a paid ad campaign.
In my opinion,
maybe Will Boyd's got another idea and we
can bring him on next time or anyone
else.
But what do you think of that, Tony?
I like it.
I think, you know,
it's still probably out of reach for a
lot of smaller providers.
How?
It's so cheap.
Thirty dollars a month and then a dollar
a minute.
I mean, it's nothing.
How much a month?
Forty?
and then it's like a dollar a minute
after, I don't know,
a hundred minutes or something like that.
It's like nothing.
I agree, I agree.
Because then if your ad campaign converts,
you're pouring more money in,
but you're seeing how many calls convert.
And then you track those people in a
spreadsheet or something.
You track those three or ten or
thirty-three patients that convert on a
spreadsheet.
And then regardless of in-network
insurance or out-of-network or self-pay or
whatever,
you're tracking how much those people
spent,
whether it's through in-network
reimbursement,
how much you're making as a practice.
So then you see,
I paid Facebook three hundred dollars,
but then I made
I don't know,
two grand or ten grand or whatever on
the other side.
And then you just you could just continue
to reinvest that way.
And every time you're using house money.
Yeah,
I do think go high level in some
of those.
You can generate new phone numbers,
tracking numbers and do it like that.
There's no doubt like you're right.
We need to do that kind of thing.
We need to track those kinds of analytics.
I just.
don't know i mean i i talk to
therapists every day and they're
struggling to even get themselves to pay
ten dollars a month for like an email
campaign or something um i think it's more
just the fear that you're gonna do it
and you're gonna lose the money doing it
you're gonna do it and it's a waste
of time it's the same thing that keeps
people away from coming into physical
therapy as a patient it's
I know I'm out of shape.
I know I'm overweight.
I know I feel like a lazy bum.
I get home from work, you know.
And that's life.
It all takes effort.
I think the mindset is I've already failed
a hundred times.
I don't need to fail a hundred and
one.
I love what Dave's saying,
but I just don't have the confidence
anymore that it's going to work for me.
great go go go get a job at
the hospital yeah yeah it also feels like
you're it feels like you're duct taping
together solutions which is stupid because
like for such a robust platform facebook
or this ad campaign there should be an
easier way but i'm not sure that there
is well i don't know if you heard
it you might have been on on the
call like it's facebook tells me you had
eleven calls eleven people you want to
know which ones
Which ones?
And I don't even know where they spam
calls that they get.
Sometimes on the phone on my end,
it says potential spam or likely spam or
whatever.
We probably get ten to fifteen calls a
day that we don't even answer because our
caller ID says it's probably spam and I
don't want to spend the time to do
it.
The biggest impact for me now,
I don't need a human answering my phone.
Like Dave,
I think wants a real human on the
other side.
The biggest impact for me was,
was switching on,
send me a transcription of the voicemail.
I don't want to hear a voicemail.
I want to read the voicemail.
and send it to me by text or
email, like as soon as they hang up,
that is massive.
That is huge.
I don't want to hear it.
And I don't want to call you back
and verbally talk to you again.
I just want to say,
if you're rescheduling, okay,
come today at three.
Okay, we'll see you tomorrow at two.
Okay, I got your message.
No problem.
Catch you on Wednesday.
I want that rapid response because I could
do that while I'm treating a patient on
the clinic floor.
I don't have to go and pick up
the phone and talk.
Yeah,
Tony sounds like a fifteen-year-old kid in
twenty twenty-five.
Are you calling me?
Why didn't you just text me?
It doesn't make any sense.
This is not for voices.
It's not if you're potentially in network
and maybe the average per visit rate is
low and the average plan of care is
low.
However,
If you have people that spend two thousand
dollars to thirty five thousand dollars to
sixty grand with you.
Oh, man, baby.
The phone.
The phone is where it's at.
The phone call is where it's at.
You are right.
Okay,
I've got another little kind of related
topic.
I saw a post from somebody.
I want to get your feedback,
both of you guys.
This person, new startup,
I think it's a mobile therapist.
I want to say it's an OT during
neuro in-home visits.
They're thinking about spending five
hundred dollars to go and have a table
or a booth at a Chamber of Commerce
meeting event.
The person at the chamber said,
we'll probably have five hundred
attendees.
We're charging five hundred dollars for
you to have a table booth,
whatever you want to call it.
I shared my perspective and I think it's
pretty darn good.
I want to hear what you guys think.
Is this something somebody should do if
they're just getting started,
trying to build awareness,
trying to connect with people?
yes absolutely if you have no reputation
assuming you're just starting so you
probably don't have the risk tolerance or
the budget to do the paid ads that
we're talking about then yes jimmy said it
before you gotta shake hands and kiss
babies you gotta get out there you gotta
show face you gotta you know talk about
the local sports talk about the local
pizza shop the coffee shop uh you gotta
go out there and you gotta meet a
bunch of people
And for some people,
if you're an introvert and that drains
your energy, well, that is just life.
And so you got to get out there.
You got to get out there and you
got to meet all these folks.
Five hundred dollars for a table for
however, let's say it's two to four hours,
whatever.
And there's potentially five hundred
people there.
you could potentially,
let's say you could have at least you
could you should be able to have
conversations with at least twenty five to
one hundred people,
depending on how aggressive you are.
Collect their business cards,
send them an email.
Hey, great to meet you this past weekend.
Send a handwritten letter.
Hey, great.
I mean,
if you don't have if you're just starting
out,
you've got to do all the stuff that
doesn't scale, Jimmy.
Yeah.
Agreed.
But wait, let's go back again.
So they're,
they're doing in-home neuro PT is what is.
I think so.
But yeah, I think so.
Yeah.
I don't think it could hurt, right?
Like you want to be around the people
that are connected to other people.
So this feels like a little bit higher
up on the, on the food chain.
Originally I was going to say, no,
I was like,
you're not going to get any patients
there.
But as Dave like pointed out, like,
that's not the point.
The point is to figure out who knows
who and what,
Who you know is important.
It's who knows you and what do they
know about you.
If they meet you at a Chamber of
Commerce event, people are there for,
this is like why certain people,
this is why executives join country clubs.
This is the country club for the common
man.
Quick suggestion for this therapist, Tony.
They lead off every conversation.
They want to get the business card of
all the people that they meet,
and they get the business card of that
local business owner,
whatever the business is.
And the therapist should ask them.
This is what I would do.
The therapist should ask them, hey,
are you looking for more new business are
you looking for more new customers are you
looking for more clients i mean most of
the time it's yes everyone wants more
customers and clients who wouldn't and so
the therapist will try to ethically
send business their way oh my that's
another that's another shocking shockingly
simple thing to do which is try to
actually go out of your way to waste
i don't say waste but spend some of
your time and effort trying to send
patients or or send people you know in
the community to their business and that
also will get your attention that will get
your name registered or re-registered back
into their mind oh i met so and
so okay data points i met them at
the chamber of commerce
the event and now they're sending me,
you know, Tom to be, I don't know,
a customer or a client or whatever the
business is.
So you wanna collect as many of those
data points as possible.
Again,
you have to do the stuff that scales
up front.
I think even if you can't send the
business,
the fact that you're asking them if that's
possible and how you might be able to
do that is, you know, good enough.
And because as soon as they,
as soon as they're like, yeah, absolutely,
of course we're accepting new business.
Thank you so much for thinking of us.
what do you do?
Oh, tell me about what you do.
And then, then you get to do your,
you get a little,
ten to thirty second pitch on, I help,
I help, uh, local residents with, uh,
maintaining their independence and freedom
after a neurological condition,
or diagnosis, or whatever.
Right.
I, I agree with everything you're saying,
just, I don't agree,
I don't agree with the direction you're
getting there.
Um,
When I'm looking at something like this,
I'm saying, okay,
I've got five hundred dollars.
I've got five hundred dollars and let's
say four hours.
You know,
is this the best way to spend five
hundred dollars and four hours?
Am I going to have the most impact?
Am I going to make the most reach?
Am I going to connect with the right
people?
And is there something better?
You know,
because that's always what we're
comparing.
Is there something better I can do with
five hundred dollars and four hours?
I would approach this from.
okay,
I'm gonna go to this event as an
attendee, not as a booth person.
And do the same strategy.
There you go.
I'm gonna put the five hundred dollars in
my own account, use it for ads,
use it for something else.
And what I'm gonna do is I'm gonna
go to every single booth.
Now,
what I didn't tell you guys was they
said there was gonna be about eighty
booths that were there.
I would rather,
who are the people that want to make
connections?
The people that paid five hundred dollars
to have a booth.
I'm going to go to those people.
Do exactly what you said.
Hey, my name is Tony.
I'm a therapist,
an occupational therapist who goes to
patients homes.
I'd love to hear more about your business.
In the process,
I'm going to tell you a little bit
about my business.
We're going to make some connections.
I'm going to schedule a time to interview
you to talk about your business.
I'm going to share related posts on my
Facebook business page that has zero
subscribers, but it doesn't matter.
I'm going to systematically go through
each of these booths.
Jimmy and I did that when we went
to PPS last year.
We didn't get a booth.
We just went around and talked to the
people who had the booths.
We made deeper connections.
We recorded videos.
We knew the companies.
I think that's the best opportunity here.
That's the arbitrage to approach this
with.
and then you take the five hundred dollars
and maybe you you use it to um
okay i'm gonna interview jimmy jimmy has a
booth i'm gonna hear all about othellas
and what he's doing there and then i'm
gonna put a hundred of the five hundred
into pushing that content out to a local
community i think that's the best way to
spend the time and the money
I love it.
Okay.
There's a term for it.
It's called suitcasing, right?
Like,
and people who do it are constantly on
the lookout for people who run the
conference who are like, oh,
you're here hanging out in the lobby.
You could also be like a lobby cat.
I'm hanging out in the lobby whenever he's
like stepping,
stepping out of the conference.
Right.
And they're saying like, who is it?
Oh yeah.
Are you here at the conference?
Absolutely.
I'm just, you know,
just can't be in there.
um ran into some people doing that the
last conference i'm at i'm at a conference
right now and that's a thing so i
don't disagree with that strategy at all
Yeah,
especially for somebody on a tight budget,
somebody who doesn't have a big display
and doesn't, you know,
and who isn't outgoing.
I'm not outgoing.
Jimmy is a natural at it.
I'm going to hide into the background.
I'm going to be looking down at the
floor if I'm sitting behind a table.
But if I'm the one coming up to
the table,
I don't have to do the heavy lifting.
The person on the other side of the
table has to do the heavy lifting.
Problem is, my strategy,
nobody's ever going to get a booth.
Everybody is going to be a attendee.
Taking something that Dave mentioned,
I ran this through chat GPT because,
again,
I don't know why we're not doing this
more.
Referencing local everything,
local businesses, local sports teams,
local social events.
We're all in the business of local like
none of us have a national business.
We're not looking for national customers.
So when I run what Dave said through
Chad GBT, and I'm like, hey,
how do I leverage local, local ads,
local organic?
Basically said, make connections.
Like where we are,
there's a sandwich shop across the street.
I should be going there every day
recording snippets of video in the
sandwich shop saying, hey, guys,
Tony Meritato,
licensed physical therapist.
I'm here at Clubhouse Bar and Grill in
Monroe, Ohio.
I was just thinking about a case I
saw this morning in my physical therapy
clinic across the street.
You know,
and like give Clubhouse a shout out,
give Kid Coffee down the street a shout
out,
give the Monroe Hornets sports team a
shout out.
And in the process,
what ChatGV does is it just helps the
algorithm understand and localize where
you are, what you do,
what's important to you.
So right now it's October thirtieth.
Everybody who's going to do a turkey trot
knows they're going to do a turkey trot.
We should all be talking about the local
turkey trot, you know,
and creating content about the
Thanksgiving turkey trot coming up.
Are you guys thinking about any of that
stuff, doing any of that stuff?
See somebody doing it?
Well, Bo's here.
He probably does it.
I see.
Well, and they sell solar panels.
so what they do is the first five
or ten seconds not not even five or
ten seconds it's you know it's the it's
the guy in the polo shirt right walking
through the the nice sunny day in the
background hey hudson valley because
that's where i live and then it cuts
away to again the voiceover the generic
voiceover but with b-roll shots of
where i live the newburgh beacon bridge or
you know like a nice uh drone shot
of rolling hills for the time of year
that it is and it makes it feel
like that thing was designed in that that
uh specific area geographically if you're
living in the hudson valley you're missing
out on other people in the hudson valley
have done this people like me do things
like this so yes that is the answer
I know Dave talked about even just like
the views and going across the street.
What have you done?
I actually had a little serendipity last
week.
So I was walking by a small fitness
studio,
a personal training studio that I had seen
for the past couple of years.
I never, the guy,
the trainer was always with a client.
I walked by the trainers actually standing
outside, kind of like on like the,
you know, like the fence,
like the wall area on his phone.
And I walk by and I go, hey,
is this your place?
And he's like, he's like, yeah, well,
you know, I'm Terrell.
What's up?
I'm a personal trainer here.
We get talking and he's like, oh, man,
you're like, you look good.
You should do video.
I'm like, yeah,
I'm doing I'm trying to do more video
and all that.
And we pull out Instagram and I'm like,
oh, yeah, let's connect.
We talk for a few minutes about physical
therapy and personal training, all that.
And he's been in the neighborhood since
covid and he had some adversity with that.
And then I pull up my Instagram for
him to type his username into my
Instagram.
And he's like, oh, at Saigon, Saigon,
seventy seven.
He's like, you know, Charles,
this other personal trainer that happens
to be like, you know,
French pastry chef also.
I'm like, oh, yeah, I know, Charles, blah,
blah, blah.
and so now this trainer terrell also so
he's got a couple thousand followers on
his hyper local park slope personal
training instagram and then he's got a
separate account that's got like ten
thousand followers and it's all like pro
sports it's what it's exactly what you're
talking about tony but he's just doing pro
sports
It's got ten thousand followers,
but I don't know why because it's not
I don't know how that national sports pro
sports thing could actually help his small
business.
But then he I just stopped in for
the second time this past week.
And he's like, oh,
I want to I'm going to convert the
basement into like a podcast studio.
He's like, you should come on.
You should.
And he's got no idea.
Like,
I don't we didn't even talk that I
do shows and podcasts and all that.
And so I'm curious as to your thoughts
for him.
if he's doing national, like he does,
you know,
he talks about the Lakers and MLB right
now with the world series and pro sports
and all that.
I think, I mean,
I think Tony already outlined like your
ideas of like going around doing videos in
different businesses,
highlighting different businesses.
Why wouldn't he,
or why wouldn't I do that?
Why talk about pro sports when that's
covered everywhere else with ESPN and
everywhere else?
And why not cover local things,
other local things that actually matter to
the community that could be his client or
my client?
I think a lot of it, you know,
it's a combination of what are you
comfortable with?
What are you confident in?
Maybe that topic for him, like I'm,
that's totally out of my comfort zone.
I make fun of myself all the time
in the clinic because my wife is the
pro sports fanatic.
I have no idea.
Like, I don't,
I don't care about any of it.
Um,
But if that's in his wheelhouse and he
can speak confidently and he gets
energized with it,
even if it doesn't necessarily hit his
exact audience,
I just think it helps grow his reach.
Jimmy, any thoughts on that?
Who do you want to compete with?
You decide.
And but if you're really passionate about
national sports, do it right.
But understand now you're competing
against ESPN,
except even if you talk about local stuff,
you're still competing against ESPN or any
other big platform for people's attention.
Who said it?
I have to look it up.
But some celebrity was essentially saying
this was years ago.
They're coming for every second of your
attention every single day.
And he met everybody.
They're coming for your attention every
single day, right?
Like you've got Alexa devices that can now
display video that are just sitting there,
right?
And they're just constantly swiping
through stories until it hopefully shows
you something you wanna double click on.
We've got these stupid things in our ears
that I've got in my ears right now
all the time.
There's a million and one podcasts.
I mean,
I was looked at like I was ridiculous
ten years ago for doing a podcast about
physical therapy.
And now I would love to know the
number of shows hosted by
physical therapists or for physical
therapy.
Do you know what I mean?
Like a physical therapist hosting a show
for patients is one thing.
A physical therapist or someone hosting a
show for the profession, that's internal.
That's like a water cooler talk podcast.
It was ridiculous.
And I was saying back then,
it's just what we did around campfires at
scale.
It's able to leave the campfire.
So I don't know, man.
As much as I would say discouraged, like,
listen,
you're never going to beat Stephen A.
Smith and ESPN.
They've got too much of a stronghold.
You don't have to.
Because my question would always be,
what's your purpose of doing it?
If it's to make a million dollars,
I would say that's probably a bad idea,
right?
Unless you're willing to triple down and
go all in.
I follow some ridiculous people.
I got two guys I follow on Instagram
that talk all the time.
And all they do is show you how
to buy cars better.
One guy's like a car broker.
The other guy was a car salesman for
like fifteen years.
And I'm not even the market for a
car anymore.
I just find their content interesting.
Do I listen to it for hours?
No.
But those fifteen or forty five or sixty
two seconds tend to add up over time
in a year.
And you can create a business on those
things.
Let me show you guys.
I had teased last Tuesday.
I said, hey, you know,
this might be a regular segment.
It works for me.
I want to just run through real quick
the four main platforms,
show you where my accounts are at right
now.
Just to show you kind of under the
hood a little bit.
Let me put this up on the screen.
We'll start with Facebook business page.
Jimmy, if you want to make that bigger,
do your magic.
This is actually the post real quick that
Dave and I were talking about at the
top of the episode.
So before I ran the paid ad yesterday,
it was at a hundred and I think
two thousand views.
Now it's at one twenty one.
But this has generated twenty three
dollars.
So even if I just dump the twenty
dollars back into paid ads to increase the
reach and try to generate some
conversions, you know,
it's a pretty simple strategy to take
what's working and just double down on it.
Don't waste time on what's not working.
if we take a look at this account
at large kind of uh big picture here
we go so over the last twenty eight
days three point one million views it's
down about eight percent from previous but
you can see here on the last couple
days it had a huge uptick a hundred
and forty five thousand views hundred and
fifty five thousand each day it's moving
up
Big part of that is that photo that
I shared and then another video that's
been doing really well.
For earnings, just so you guys know,
this is a monetized channel.
So this channel has generated five hundred
and sixty dollars.
Again,
you just throw that money back into ads.
I can throw that money back into the
investment for growing the channel.
So.
Instagram right now,
I don't do anything with Instagram,
but what I post on Facebook goes over
to Instagram.
One point two million views in the last
thirty days and the follower count is
thirteen thousand right now.
I don't know.
For a while I was adding about a
thousand followers a month.
I started working on Instagram,
like revive the channel.
The channel was dead about twelve months
ago.
TikTok,
six thousand three hundred followers.
Same thing.
Same videos.
You can see like here.
This one I put up a couple of
days ago.
It's at ten thousand views.
I don't have any.
What?
Oh,
we're still seeing the Facebook data here.
There we go.
OK.
TikTok.
No, no viral videos lately.
Just normal stuff.
And then I'll bring you guys over to
YouTube.
big old toilet, uh,
seventy-seven thousand followers,
subscribers, and, uh,
YouTube's been pretty dead.
Eight hundred thousand monthly views, uh,
five hundred, or, yeah,
five hundred dollars a month in revenue.
I don't know, my face,
my YouTube used to do, like,
a thousand a month.
It's just, you know, on the year,
we did ten million views on the year
about ten thousand dollars in ad revenue
uh but the last few months have been
kind of down so i just wanted you
guys to see like this is a side
gig you know it's not a full-time deal
this is something i would be doing for
fun but it's building assets building
value extending the reach
And I will say real quick,
I will say that is what brings more
opportunities than just patient care.
Those assets are what bring product
companies to me.
They bring paid endorsements to me.
I was just showing my twelve year old
in the car this morning waiting for the
bus.
Look,
we did like sixty or seventy thousand in
income.
from digital opportunities like that over
the last twelve months.
You know,
I want him to see that you can
have your W-two job,
but you can also do this other stuff
on the side.
Dave?
So your Facebook and your YouTube, Tony,
for the Total Therapy Solution videos,
your whole approach for that is to just
get more views, right?
Just to grow both the Facebook page and
the YouTube channel.
Is that correct?
Yeah, I'm kind of in between.
If I went straight up, Mr. Beast,
just get views.
I would probably post more sensationalized
stuff, more triggering stuff, more,
you know, algorithm friendly stuff.
I'm still in between saying, OK,
we do want to get some patients.
You know,
I had several patients come in recently.
You were like,
I found your YouTube channel.
I love it.
So I do maintain a level of
professionalism through it.
But the ultimate, yes,
the goal is just give me views.
I don't need more patients.
I've got a full clinic.
And then I'm going to either sell those
digital assets.
I'll sell the YouTube channel or I'll
monetize it in different ways with product
companies.
so to monetize it with product companies
or elsewhere or otherwise have you thought
about or considered videos from other
physical therapists i know you already
record a ton of videos but have you
done that i mean do you want patients
to always see the videos that are in
your clinic your brick and mortar or have
you thought about
other therapists sending great, I mean,
because you always comment on on
interesting or great videos of other
therapists on Facebook that we see,
and you're supporting other therapists and
all that.
But if they also helped you with kind
of like that user generated content,
could that help you grow your channel,
get more views,
get more product endorsements,
all that type of stuff, grow,
grow both of those channels to potentially
sell them later?
Is that something you ever thought about?
It is.
I've tried different experiments with
that.
It's never really done anything.
At the very basic level,
what I've said is, look,
I've got these assets.
Let's use them to leverage other channels
for other therapists.
You know, again, Mr. Beast is doing that.
He's using his team to push other content
creators out.
So I've reached out to therapists.
I'm like, hey, you know,
this is a great video.
It's got
bring the video onto my channel we will
absolutely like tag you mention you push
traffic to the best of our ability to
your channel but you can use my platform
and it just never really works i mean
i think it goes back to uh thinking
about patients who walk into my clinic
versus patients who walk into your clinic
patients walking into my clinic
They're not working out already.
They're not really interested in that.
That's not their primary passion.
So a lot of what I see,
most of the population out there,
therapists, they're like half-hearted.
Maybe I'll do it.
It's very wishy-washy.
There's no real passion and drive.
Now, I will say,
there are some therapists that...
take the bull by the horns charles
lockwood great example he came to my live
event months ago maybe a year ago and
like he's blown the doors off of creating
relationships with content companies
building his own content marketing
products his videos are a hundred times
better than mine you know and he started
like a year ago
It's kind of insulting, hurts my ego.
But yeah, I've tried.
I've never found a formula that works for
me to do that.
I haven't done it with non-therapists,
though.
I haven't reached out to fitness
influencers and massage therapists and
other people.
I've always kind of stayed in the realm
of PT, OT, SLP.
Because I know you and I,
we've heard therapists say, oh,
I tried to interview,
I tried to ask these other local
physicians and surgeons and orthos and
other, you know,
influencers in their local community.
And then they always ask how many
followers or views or whatever does your
channel get?
And then they're like, oh, I just started.
So it's like basically zero.
And then like some of those people that
they want to get in front of,
that they want to try to help get
exposure or, you know,
communicate with on a Zoom call and then
post online.
They're getting shut down from those
influencers.
So that's why I was asking you,
would you be open to some of those
videos being posted almost, I don't know,
is it not evergreen, but like,
or not white label, but whatever,
like posted on Total Therapy Solutions.
I could potentially say to these big ego
physicians in New York City, hey.
i you know we're gonna get this posted
on this account that does ten million
views a year who's gonna and let's just
say let's just i haven't done it i've
talked to nate my uh my podcast producer
about making a new york city pt you
know youtube channel or not pt but like
health and whatever like the stuff we're
talking about i could take one ortho or
surgeon or physician interview
I put it on that new channel that
is crickets.
And then if Tony's okay with it,
we put it on his channel.
I reach out to these physicians and I
say, Hey,
we're going to get it on total therapy
solutions account.
That's got million views a year.
And at the same time,
it also gets posted on my account while
in the background,
I'm building up my YouTube channel and
they get the front end, uh,
aesthetics of them being in front of your
gigantic audience pros or cons with that.
Any issues?
I love it.
Uh, hang on Jimmy.
I'm pulling this up because this comment
from David Ruin is more for Dave Kittle.
You should do an offshoot of MTV Cribs
where you travel the country,
visit clinics.
So Dave Kittle should do it in the
crib.
We're doing physio cribs today.
We're in Manhattan.
We're in Brooklyn.
The problem, David,
is the best cribs are people that don't
have any incentive to show their private
space.
And the private spaces are unbelievable
beyond words,
beyond means almost in New York City.
There's always an incentive to show off
your crib.
It's called ego.
You've got it and you show it off.
No,
there might not be a direct incentive for
them to show it off to you,
but if you give them the right incentive,
uh, this is simple, but not easy.
No, uh, Keegan,
I think it is from AppSumo.
You know, he goes to wealthy individuals,
knocks on their door,
ask them how they became wealthy.
And some of them will invite them in.
He got a private flight on a jet
doing something like that.
What David was.
Yeah.
What David was saying was going into
clinics.
I can't imagine Jimmy and I have talked
about this a hundred times, David,
you're right.
We should do it.
Who Danny Mata is doing it, you know,
and he's doing a great job with it.
He he's making these clinics look amazing.
We need more of this.
Mike Chua.
I want to go down to Tennessee and
I want to highlight Mike Chua and the
growth that he's had with his.
Yeah.
I know you were talking about clinics.
I want Dave Kittle to show houses and,
but um dave to your point kiddo uh
yeah i love that i think more of
us should be doing that like there have
been times where i will send a message
to a product company and i'll say hey
i don't want that treadmill
But Jeremiah is a content creator.
He's a licensed physical therapist.
He puts out videos every week.
You should connect with Jeremiah.
If you send Jeremiah that treadmill,
I will post Jeremiah's video on my
channel.
So I'll make sure you get the reach
for the video of the treadmill.
But Jeremiah is a better option for that
product.
And then I'll connect Jeremiah with the
product company to try and marry that.
Hey,
I'm totally happy to share because look,
I need content.
I don't post as much.
I want to do it.
That idea is also for me.
I want to do that because then I
can reach out to the ego physician.
You're going to pay to get a video
on my channel.
Jeremiah gets it for free.
I'll pay whatever, Tony.
What's Scott saying?
Yeah, NuFit does it.
NuFit does another really great job.
I'm going to pull Scott's comment up.
Something similar went to that NuFit.
You're right.
I totally forgot about that.
I did.
I went up to Coldwater.
It was an amazing experience.
You know, we showed the owner's clinic.
We showed their other location where they
focused on sports performance.
I mean, it was amazing.
And so, but NuFit, the company,
separate from me,
they will also have a series like this
where they go out and they highlight like
trainers and coaches and people that are
using their equipment.
Very cool stuff.
I mean,
it's unlimited on what we can do.
There just has to be an ROI, right?
So like Danny Mata at PT Biz is
doing that because he's doing it with his
customer client practice owners that are
already paying him for his mastermind or
his courses or coaching or whatever.
And NuFit does it.
NuFit's like, hey,
come on down to our clinic in Austin,
Texas because they're like,
we're already here.
We don't have to move or travel or
do anything.
And then practice owners go down there and
kind of learn their technology or their
setup and protocols or whatever, you know.
treatments,
but then new fits selling them the new
fit, which is what?
Eighteen, fifteen, eighteen, twenty grand,
something like that.
Yeah.
That's the thing.
So if you look at that again,
I think we as clinicians, as therapists,
especially small private practice owners,
we look at a hundred thousand.
You were talking about forty bucks a month
and that's out of most budgets.
Honestly,
we look at a hundred thousand dollars and
we're like, oh, my gosh,
I can't even fathom.
You talk about spending thousands of
dollars on ads and it's just might as
well speak a different language when we're
talking to most small private practice
owners,
somebody under a million a year in
revenue.
When I reach out to Vosek,
Vosek is a company I've been doing a
ton of work with,
or I reach out to another company.
I just said no to somebody because I
said, look,
you want me to sign a year commitment.
You want all of these non-disclosure
agreements.
This is way outside of my comfort zone.
They were going to offer me five to
ten thousand dollars just for the
consulting,
not talking about what they were going to
pay on the content creation side of it.
You know,
like smaller therapists and therapists
that focus on therapy.
I don't think they understand the budget.
When you go into Amazon and you look
at the campaigns that are available for me
to say, hey,
I'm going to promote this product, QB.
Everybody knows QB,
the little under desk elliptical hoodie.
They just launched the budget.
They probably put five hundred thousand
dollars as the available budget for this
campaign.
They're paying ten or fifteen percent
commissions on every QB that gets sold
through my affiliate link.
I shared a post yesterday.
I think I sold five or six in
the last week or two.
You know,
these are real dollars like it's making an
impact on my family's livelihood right
now.
just doing this kind of stuff.
But I think it's too hidden from too
many therapists.
They don't understand the opportunities.
Jimmy, you're silent.
Let's go.
Yeah,
I think if the average person is watching
this, the average clinician,
there's a lot to choose from.
And it could seem overwhelming.
I've said this before.
The goal would be to pick one or
two things that you like doing and can
do consistently that would also bring
results.
If you're a content creator,
and actually I would venture anybody with
one of these things is one of those
things, whether you like to be or not,
whether you're doing it at scale or not,
you are,
but figure out what type you like doing.
In fact, I would say there's less content.
There's a smaller portion of the
population who aren't content.
You have to actually go out of your
way to not be a content creator,
because if you're sharing something,
you are.
So decide what you like to do and
figure out what you can do at scale
and who you want to do it for.
Jeremy Sutton.
he just said you know he's a jeremiah
he's not the one i was talking about
but he'll take a portable sauna or ice
bath yesterday last night i hate instagram
messenger but occasionally i go in and try
to read the messages
I had an offer for a red light
sleeping bag.
It's a fifteen hundred dollar product.
They wanted to send me one.
I replied to the company just to say,
hey,
is this one of the ones on Amazon?
Because I don't even want to mess with
it if it's not on Amazon.
But that would be a perfect example.
I had asked in one of my groups
to, who's the red light guy?
I'm blanking out.
I think Dave Kittle, you interviewed him.
Eric Broadworth.
Did I freeze?
Yeah.
Eric Broadworth.
So I reached out to Eric to say,
hey, is this product worth anything?
What do you think?
You're the expert.
That's a perfect example.
I'm not going to take a red light
sleeping bag
I'll send it to Jeremy Sutton.
Let Jeremy create the content for it.
I've done it with other products.
Jeremy has recorded content for other
products.
Let him record the content.
I'll share it on my channel.
You know,
he can make the affiliate commission on
it,
which a ten or twenty percent commission
on an eight hundred to fifteen hundred
dollar product is a pretty nice little
payday.
And then it gives him an excuse to
make more awesome content.
love it sorry i i know i know
it up tony's paul's jimmy what do you
got um we got about nine minutes so
not enough time to get into something uh
uh big enough you want to guys guys
want to do parting shots and bail yep
let's do it all right dave what are
you focused on
Just continued video.
I mean, I'm not,
I have a bunch of stuff like Tony,
I'm starting to accumulate a digital
folders worth of videos that I need to
start putting out there.
And I'm not as good as Tony of
putting them out just, or Jimmy,
just putting them out and like not even
worrying about like the captions or any
hashtags or whatever,
and just like posting the stuff.
Um, but I'm at the point of like,
I need to, um,
I just like to outsource this type of
stuff.
I just don't like to even deal with
it.
So like I'll record the video and maybe
drop it into Google folder and then have
some other, you know,
agency have some agreed upon schedule of
when this stuff's going to go out.
But regardless, it all goes back to video,
getting out more video about what you do
to get in front of all different types
of consumers and decision makers,
potential patients, clients,
all that literally there's no downside.
So just video, video, video.
Yeah, I can't agree.
Double down.
Video and AI.
If you're not doing video and AI right
now, together or separate,
you are not prepared for twelve months
from now, five years from now or beyond.
You have to build those skills now.
Yeah.
It wasn't just because I said it.
I was saying it because smarter people
than me were saying it.
Media companies used to have IT
departments,
and now IT companies have media divisions.
And furniture companies have media
divisions.
Or you're third-partying this to a media
company.
Yeah.
This is now the floor.
Creating content was really cute and neat,
and that's interesting,
a couple of years ago,
but it's not anymore.
If you're not doing it,
this is how people decide if you exist.
If you ask someone who isn't creating
content, I swear to God, man,
that whole phrase makes me nauseous.
I'm a content creator.
I don't know, man.
I was creating content since …
But if you're not creating it,
this is how people understand,
do you even exist anymore?
If they don't see or hear from you
in six months,
people are probably looking at you like,
are they still in business?
I haven't heard from them in a while.
That is how you remain top of mind.
I'm very sorry if you don't like it.
That's okay.
But this is how the world is paying
attention.
This is how people exist.
You're either doing it.
This goes back to my first day when
I took public relations in undergrad.
You're either doing public relations well,
or you are doing it poorly.
You are never not doing it.
So you are either creating content or you
are doing it poorly.
You're not, not create.
I just decided not to create content.
There are some,
there are some people that will push back
saying this, you know,
this is an always or never situation for
the most part in the center of the
bell curve,
you're either making noise or you're
quiet.
And if you're quiet, you're dead.
All right, guys, we're done.
Dave, enjoy the swamp.
Enjoy Kissimmee.
Thank you.
It's beautiful down there.
Hopefully you get an airboat ride in or
something.
Guys, come back next week, Tuesday,
Thursday, at eight thirty a.m.
Eastern.
We will see you guys then.