I got something new for you.
I like live reactions.
Live reactions.
Let's begin.
Are you showing something?
Whatever you're playing or showing isn't
coming through.
All right.
I don't know if you can hear.
I can hear a little bit.
Oh, it's loud on my end.
Maybe I got to fix that.
All right.
Good morning, gentlemen.
Welcome to PT Breakfast Club,
the only live healthcare entrepreneur show
where your soap notes are messy,
your strategies are spicy,
and your front desk probably ghosted
someone this morning.
I'm your host, Rudy McKay,
alongside Tony Maritato, who is mobile,
and Dave Hiddle, who is not mobile.
Um, let's see.
Uh,
do you by saying thank you to ou
Therascream,
the only hipp because sometimes the rea is
screaming into a sound the EMR crashes for
the t
document later.
Find them online at therascream.com.
Eventually,
someone's going to take one of these ideas
and make a fake website and just sell
like Pet Rock.
Pet Rock sold a gajillion Pet Rocks.
It's the dumbest idea until it's not a
dumb idea.
All right, Tony,
you wanted to kick off the show with
something that I was doing or I don't
know.
I play.
I do what Tony does.
I do what Dave does.
I think it's...
It's probably a good quality in an
entrepreneur.
And I think I'm a budding entrepreneur.
I've always been someone's Robin.
I've always been an entrepreneur's Robin.
So let's get ready.
Get ready, baby.
What I mean is the thing I'm saying
is that that that I'm doing is you
just play with stuff like you're like, oh,
yeah, this is the new hot thing.
I'm going to play with it.
I don't I'm not going to listen to
everybody.
I'll listen to like the Gary V's that
this is a thing we should pay attention
to.
But I'm going to play with it in
private.
I'll play with it in public.
This sounds like we're talking about-
Tinker, you tinker like Tony.
Yeah, you bat it around.
So what I've been tinkering with is we've
had a couple sponsors on my podcast come
on that are pretty large PT organizations.
And-
one of PT organization's largest problems.
Yeah, I think Patience is top five,
but it's a clinician acquisition.
We need more great clinicians.
We're always looking.
Even if we're not hiring today,
we're always looking.
So I took one of the sponsors and
I'll get the video.
I'll play it in a second once I
give the setup,
because I want to hear your thoughts.
I made the anti-job posting
job video and i just said what if
i was just gonna like take the invisible
and make it visible take the just make
it not sound like everybody else this is
like where i i'm gonna say this again
for the hundredth time the bar is on
the floor everybody else is doing i mean
i love all of you
but you're all doing the bare minimum.
So when I do four percent better than
you, I look like I am a genius.
I am not a genius.
I'm not.
I'm just literally putting two percent
extra effort into this thing.
You'd probably just put it in chat GPT,
copy paste and walk away from.
I also did another spin and you saw
me do this, Tony, on LinkedIn.
Chris Wilson.
Yeah.
don't know him well i just you know
i know him from linkedin right and i
saw what he did and it was just
after i did an episode with will humphries
where will humphries says don't write job
postings write love letters to your future
colleague and i was like what the hell
does that mean it means pretend they're
already working for you for six months and
you can picture them and write them a
love letter of why your weight you're
beckoning them to come work with you so
i took chris wilson what's his story
what's his background he runs a clinic
somewhere where is it
He I think he just I'm not totally
sure.
I know he was working for like a
hospital based organization.
He's like a researcher background.
Super smart guy.
I remember him for years.
Chris Wilson,
this is not a knock on you.
It's not a knock on you.
I saw what he did.
He did what everybody else is doing.
And then I took his job posting and
I just wrote it like Will Humphrey said.
I wrote it like a love letter.
And then I I did that before and
people took offense to it.
I did it with Chris.
He was like,
I see what you did there.
So anyway, I'll now get the video.
I'll be able to bring it up on
screen.
But thoughts on what I'm doing.
Real quick, Dave,
have you seen any of Jimmy's like
recruiting for a company videos,
the newest ones?
I haven't.
No, I'll find it.
I'll find it.
How would you like it?
Why would you like it?
They were so good.
I love the approach.
I love the idea.
It made me think of you because I
know you're always in hiring, recruiting,
attracting mode.
And I'm like, this is perfect.
Jimmy's coming out talking about the
location,
talking about why you should move there,
talking about, you know,
the things that would attract a potential
new hire beyond just
The expectations that you do evaluations
and you do your documentation and all the
normal stuff that you see on every job
listing.
Yeah,
I just took the job listing and I
was like,
what if I made a cable access commercial
in nineteen ninety six out of this?
And I think it was like,
come to Wallingford, Connecticut.
And listen,
they're not a mega huge practice,
but that's not what everybody's looking
for.
In fact,
if you get someone who really knows what
they're looking for,
you don't need ten thousand applications.
You need three.
You need three right ones and then you
get to choose from three or just hire
all three.
You know what I mean?
Figure it out later.
So I'm downloading the video.
I'll upload it again.
Have you used video at all to recruit
Dave or have you just been text based,
social based?
Just text-based, social-based.
There was that, I do,
whether now or in the coming minutes,
there was that post we were talking about
over messaging with the airbrushed
physical therapist headshot.
Oh, yes, yes, yes.
We'll get to that.
I would love to get your feedback on
that, but no.
Actually, in the past year or two,
I have done a little video where
I posted it to LinkedIn,
just organic selfie video while walking.
And it's kind of describing the role a
little bit.
I have done that a little bit.
But in the past two years,
it's mostly been cold outbound strategies
on LinkedIn.
So cold messages.
that I've talked about here on the show
before.
And then a little bit of social sprinkling
a little bit of social organic posts.
We use PT match for candidates as well
as sturdy McKee's company.
So like,
he does like he does like the formal
recruiting side,
but then we're also doing like our own
in house, in house outbound,
if that makes sense,
like in house to us,
but outbound messages to therapists are
potential candidates.
Yeah.
Yeah,
talk about that video while I download
mine.
So you did a video.
Was this on YouTube, I think I remember?
No.
Yeah, I saw it somewhere else, though.
My question to Dave real quick before you
get into that is, like,
what are the things that you love about
New York?
Like, what do you love about living there?
What excites you about New York?
Because obviously those are the things to
convey to other therapists who are like,
hey,
if you want to come live in X,
Y, Z.
So what is it that you still love?
Why haven't you left?
No, I don't know.
No.
No,
I wouldn't necessarily want to post
content about attracting people to come
into the city because part of our job
is to be in the subway.
That takes time for someone to even learn
the subway.
I want someone who already knows the
subway.
That makes my job a little bit easier.
So I want someone who's already here
already has a license,
already knows about these restaurants,
Tony.
They already know about the secret spots
that Jimmy McKay wants to go to some
speakeasies.
I want them to know all that.
I want them to already be burned out
with the nearby in-network,
therapist experience.
I want them to be annoyed or frustrated
that they're seeing twelve to twenty
patients a day,
twelve to twenty notes a day.
And you can make more with us by
treating less patients per day.
It's crazy.
And shout out to my new therapist, Andrew,
who just signed his offer letter starting
January twelfth, about a month away.
all from the cold outbound messages.
But no,
probably in the last year or so,
I did video.
But the most recent posts have just been
about similar around this cold outbound
messages.
But yeah, I would love to hear,
because Jimmy commented on the post from
last week,
the one with my staff therapist where it
looked like an airbrushed headshot because
I ran it through ChatGPT.
Yeah.
And Jimmy,
you said something like the line about the
craft or the craftsmanship or something
was tight or resonated with you or
something.
You remember that?
I think you reposted the video and you
added a line and you said something about
craftsmanship.
And I was like,
to the person who wants to be the
best PT, that's the line.
Do you know what I mean?
I got the video.
Do you want to see it?
No, my video.
Yeah, yeah.
Yeah, pull it up.
Sure.
All right.
So it's just a selfie video, right?
Or whatever.
No sound.
Still no sound.
All right.
I can hear a little bit.
I get it.
Yeah.
All right.
So but last week, last week,
the post that I'm talking about was an
organic image from us that you that Jimmy,
you commented and you said the line about
craft was tight.
So that post, by the way,
that I was going to say that post
has gotten and you guys know I've been
inactive on LinkedIn.
Last week,
my profile views went up four hundred and
forty five percent from that one.
Literally the only post that I posted last
week.
That's a lot.
So do you know why I like the
craftsman line here?
I'll just I mean,
I'll give this away because it's not I
didn't sign an NDA worked for an
organization called Fox Rehab.
And there they hired some big,
fancy consulting firm and did a deep dive.
Why do people work here?
Why do people continue to work here?
Why do people leave?
And they came up with three Cs.
Did I ever talk about this with you
guys, the three Cs?
Craft, that's why the line landed.
The first one's craft.
The second one is cause.
The third one is community.
So I'll just break them down.
Craft is like, and again,
you're probably gonna have all three
elements, but one's gonna be your leader.
It's got to be.
Craft is like,
I just want to be the best PT,
OT, speech therapist, athletic trainer.
This is my thing.
I polish my tools.
I sharpen my axe.
I am a craftsman.
Now,
you might also like cause and community,
but this is your lead.
So that's craftsman.
Be the best.
Insert whatever I am here.
The second one is cause.
I want to be a good PT, OT,
speech therapist, athletic trainer,
but I'm here because I know I'm in
the right boat.
I care about what we do, but man,
I just like being around.
I just like being in the right boat,
knowing that this whole boat is going in
the right direction.
And then the third is like,
I care about what we do,
and I want to be really good.
But I'm here for the vibes.
I just like being around people who are
super positive and da, da, da.
So that's what they said,
that those are the three DNA imprints of
a really good Fox
physical therapist,
occupational therapist, speech therapist.
This applies everywhere, though.
It's not just for Fox.
But if you don't pay attention to why
someone's there, and then you're like,
it's CEUs, and it's this, and mentoring,
and this, and this, and you're like,
I'm here for the cause.
You're talking about the wrong thing.
So first, understand,
thou shall understand within first.
What is our thing?
Is it craft, cause, or community?
Then realize you're going to want to
communicate that so you attract the right
people who, when they get there,
they're like,
I'm in the right place,
because you guys all want to be the
best PTs and you're elite.
Or, hey man,
we are here to be really good B
pluses.
But we're here to make people move better,
move more, move frequently.
So that is the three Cs.
So when I saw Dave's Craftsman line,
Dave just, he might've had a wifi issue.
When I saw Dave's Craftsman line,
I was like, ding, to the right person.
And it sounds like,
I mean,
the community within Dave's clinic is
going to be remote.
I know he has brick and mortar.
Dave would be like,
we have brick and mortar.
You got to do better at communicating
that, dude,
because you're two co-hosts of a live
stream for two years.
Didn't know that, right?
So I'm imagining Dave's vibe amongst his
clinicians isn't much because you're all
over New York City, right?
So don't look for someone who's there for
community.
Maybe a little bit.
Maybe quarterly you get together.
Cause?
Yeah, probably a little bit of cause,
but I think Dave's looking for the
craftsman
Crafts women,
craftspersons in New York City.
Yeah, I totally agree with that.
Like we're the anti-community in a sense.
There's only three of us now.
You know,
we went from over twenty down to like
three.
One is my wife and we don't want
to do Christmas parties.
We don't want to do potlucks like we
love each other.
We have a great time,
but we don't want the community where when
we started, we loved like Friday night,
happy hour.
Everybody would go out.
We'd have a great time.
We'd go to the tiki bar and
that's not the phase of business we're in
uh i think that's it man people and
businesses because businesses are made of
people have and i know you guys are
both very big taylor swift fan fans eras
you're in your
Do real good, five of one,
I'm out era.
Cause I got stuff to do that's more
important than this.
It should be, it should be.
When you're twenty-five though,
I got my first key to the radio
station and I was like allowed to come
in and use the equipment on the weekends.
And I'm like,
can I just come here whenever I want?
And they're like, yeah, but why would you?
I was like,
because I want to learn this stuff.
I want to be as good as you
guys one day.
And I got to do that on Saturdays.
Ben Galen chiming in,
similar to what we need to do for
patients.
Yes, you don't want someone who's like,
I'm going to be a one percent athlete,
top of the top of the top,
and walk in and it's like, what's up,
man?
We're hanging out, right?
Conversely,
you don't want the other thing, right?
Someone who's just hanging in, like,
I wouldn't go to one of those clinics.
It's not my vibe.
Then Ben also says,
I would go further to say,
if you show your staff the value they
want, whatever it is,
the more they will put up with different
hours, bad EMR.
Yeah.
Yes.
to Ben.
Yeah, we're, we're embodying that,
you know, we've had a crazy run.
Like I, we,
we've been more busy in the last month,
month and a half than we have all
year.
Um, and with that, as numbers go up,
systems start to break down.
Our systems have broken down.
We we've,
had patients,
new patients come in that don't exactly
fit the culture of the clinic.
And so it's kind of disrupting things a
little bit,
but it's one of those deals where I
used to, fifteen years ago,
want the patient who valued expertise,
wanted the patient who wanted the best of
the best, the most amazing therapist.
Now,
I just want a patient to come in
and hang out.
I want a patient not to take it
so seriously, not to believe that,
all right, Dave is back,
sharp as a tack.
I want the patient who just wants to
come, move a little bit,
feel a little better.
But unfortunately,
and we understand this as a team,
we're like, look,
we are not a serious clinic.
We are not trying to be a serious
clinic.
We don't want to treat serious pathology.
I will send those elsewhere.
I told you guys I called physical down
the street because I was like, hey,
I don't want to do any kind of
vertigo stuff, any BPPV stuff.
There's a place I'm going to call them.
I'm going to hook you up.
And this was, you know,
somebody that we had seen multiple times
for other things.
But I was like,
this is not the place for that.
So, you know, understanding it,
patient facing, understanding it,
staff facing, Ben is dead on.
Ben's saying, I would challenge you, Tony,
to let those patients walk right at eval
than to let them throw a wrench in
this.
Yeah, he's right.
Yep.
Exactly.
Bingo.
Yeah.
Get them out as soon as possible because
saying yes to them is saying no to
the next patient, which could be a really,
really, really good fit.
Let me know if you can hear this.
I'll pull it up on Instagram.
Oh,
but I also like co-workers who don't drain
my soul.
Yeah, congratulations.
Spectrum Physical Therapy in Waterford,
Connecticut heard you and built an entire
clinic around that one concept.
Two locations,
twenty-four years of being hometown
heroes.
Advanced ortho from head to toe.
Basically the Avengers,
but everybody there actually likes each
other.
Salary?
Seventy-five to ninety K. Mentorship?
I'm glad you asked.
Yes, real mentorship,
not the watch this YouTube video and
figure it out kind.
Plus CEU support, killer benefits, PTO,
holidays,
and a team so good you'll start bragging
about clinic culture.
like you're in a very wholesome cult.
You grad, perfect.
Seasoned, also perfect.
Outgoing, energetic,
loves people in science.
You're basically already hired.
If you want a job that actually feels
good,
the kind where you help patients grow
fast, often,
and occasionally forget you're technically
at work, Spectrum PT, Waterford,
Connecticut.
Hit the link and enter your main character
PT era immediately.
That's it.
They would have normally just been like
posted on LinkedIn,
but you're selling Waterford,
Connecticut or whatever.
That's a very specific person.
Do you know what I mean?
But there's more of those ops than are
come to Chicago.
i'm sure they have openings in chicago
whoever's in chicago but like you're gonna
solve it faster um i didn't ask them
permission to do that i just did it
by the way i just went i went
to u.s physical therapy i was like who
has an opening what's the most random path
and i did another one for a place
in oregon that's also on my instagram so
go look at that i'm begging you to
steal that strategy like
I'm begging you and you're going to go
content doesn't work.
I had a post about that that I
think you guys saw.
I parallel like if you see if Dave,
if you hear someone who goes, oh,
you're physically you learn,
they learn you're a physical therapist.
Yeah, I tried PT once didn't work.
What is your next snapshot reaction?
My reaction is, well,
you've had a bad experience at a
restaurant before, right?
But you don't stop going to all
restaurants.
Right.
So I say the same thing when PTs
go, content doesn't work.
And I go,
but you say the same thing when someone
says, I had PT and it didn't work.
I posted two videos and it didn't work.
Maybe they were crappy videos, bro.
I don't know.
Did you post them at three a.m.?
So Ben is a Connecticut native and says,
so he can say this very,
I don't know what he was saying, though.
uh water what you have to sell the
town though but there you know where i
got this idea from
There was some dude who put up an
online, like a video.
He shot a cinematic, like cinematic,
four K camera, drone shots,
and he was selling his, his, his, his,
his, his, his, his, his, his, his, his,
his, his,
I'm not saying you're a crap box,
by the way.
That's not what I'm saying.
I just got the idea.
Now that Dave's back,
let's go back to his.
The thing that...
caught my attention was that it did look
airbrushed,
that it did look kind of over-stylized.
That made me stop the scroll.
I didn't know it was Dave's photo.
I saw it.
It made me stop the scroll.
I saw the numbers,
a hundred and twenty seven thousand,
I think it was.
That was big.
That was those were like the subheading.
So the headline was
the over-stylized image.
The subheading was the number.
Then I realized, oh, wait,
this is a job posting.
Oh, wait, this is Dave's job posting.
Look, here it is.
Here it is.
There it is.
Yes.
Just for everyone, just for clarity,
this is the post I was talking about
that Jimmy commented about liking the
craft and that that pitch was tight or
whatever, the line or whatever.
Here's also why I like it.
You stole...
Conscious or not, in a good way.
What did you steal?
Tony,
what did he steal for that first line?
For the few who still believe in craft.
The few, the proud, the many?
The few, the proud, the Marines.
The Marines?
The Army, you can apply it.
I'm not knocking all these branches.
You apply for the Army,
you apply for the Navy,
you apply for the Air Force.
Marines take commitments.
They're the smallest branch.
And you can't tell me what any of
those slogans are for arming,
maybe aim high because they've been using
the same one for a billion years.
And we're looking for a committed
therapist.
So he's exactly the point.
You don't want a hundred.
I'm looking for the few, the proud,
the concierge pain relief.
The few, the proud.
We'll workshop it.
And then here's the post we're talking
about.
This was the one.
That was the image that stopped the
scroll.
So when I was doing those videos the
last couple of weeks where I was like,
hey, if XYZ hired me,
here's the first three things I'd do.
And then I tagged the company in it.
They were doing well.
Then I started putting the logo of the
company in there and they started doing
real well.
Because it's like, bang, context.
So yes, I agree when Tony says, one,
twenty eight K to one seventy.
Hang on a second.
How do I get some of that?
Even if you have to stop because money
Right?
That eyeballs, faces, they stop things.
So let's see,
how well did this one do?
Uh,
twenty-three reactions on LinkedIn is
actually pretty good.
I said that craft line is tight.
Uh, and Tom, so let me,
I posted this six days ago.
And as you, as I said,
I have not been posting at all on
LinkedIn and it got so far,
three thousand five hundred and eighteen
impressions, which is, which,
which is way more than anything I
typically post.
Wow.
Wow, that's not easy on LinkedIn.
LinkedIn is good.
It's a hard platform to sort of hack,
if you will.
I mean,
it's an easy number for Tony to hit,
but everyone else is not hitting that
impression.
Why?
Because Tony plays and tinkers and does
stuff regularly, and he keeps teaching.
This is what people, I think,
don't understand that I'm starting to
embrace too,
which is you could be pissed at the
algorithm.
The algorithm wants to reward people who –
constantly give good stuff or bad stuff
sometimes to their audience they want
people who keep people on platform so you
keep teaching it what you're doing by the
word you don't think that these platforms
are just scanning the words that you're
saying and trying to match those to other
people that's what the algorithm is who
would this who would this make giggle lol
or piss off those are the three and
it's like well i'm gonna show you that
i'm gonna show you that i'm gonna show
you that i'm gonna show you that
That's how this works.
I'm not saying hack the algorithm.
I'm saying understand it and figure out
how to use it for your advantage.
And you can make funny videos to get
people to come to Wallingford,
Connecticut.
That's how this works.
Going back to Jimmy, what you're doing.
It's just awesome.
I love it.
It's a fresh take on an old idea.
You're bringing it back out.
Whether it's something that you're being
paid for right now or not doesn't matter.
It will get attention.
And I think it's a great model for
other people to look at.
Here's my question to you, Tony.
Now,
I'm just tinkering with my Instagram
account.
Let's go deeper, one level deeper.
If someone was like,
we want you to make these videos all
the time.
Should I create a second Instagram account
or another Instagram account that's just
job listings?
Now my head goes to who's going to
go here?
PTs.
Why?
Because there might be a job.
That's why you join a newsletter.
Go ahead.
You're muted, Dave, for some reason.
Sorry, sorry.
You have PT podcast.
You are doing the get the message out
thing.
If you do a new Instagram profile that's
just for job posting, I love it.
Personally,
I hope you do it and you throw
my thing up there.
But it's like another project.
So I just want to I want to
I want to just reel you in a
little bit.
Well, here's what I look at this as.
I look at this as a link to
get the message out because I'm going to
work with clinics and I go, hey,
by the way, you work with me.
You also get almost like the nonclinical
PT.
I would have someone I would sub this
out.
I would film once a month, right?
Get your things in once a month.
I'd film all the things we'd write, film,
whatever.
Then I'd hand them off to them up.
And then I'd say I would add this
as a service to get the message out.
The small marketing agency with a big
mouth.
Do you know what I mean?
I agree with you.
It's one more thing.
But to be like, hey,
I'm going to come on site.
And then I'm also I'll also throw you
how many job openings you got.
I'll throw you in the feed and now
you get exposure.
It's similar to what Tony was doing with
that database Web site.
Yeah.
What happened with that?
I don't know.
I've got a cemetery a mile long of
dead projects.
That was totally dead.
Like it still generates leads.
And I share those leads out on occasion.
but it's an error.
I agree with Dave.
Like maybe you plant the seed,
you put it out there,
but it is not something that is going
to give you the immediate return.
I would keep it.
I would keep it on your primary profile.
Got it.
Okay.
You get a couple of videos that hit
a million views,
then maybe you consider branching it.
And I would say like the right thing
is you create a dedicated channel,
but we don't have the resources and we
don't have the budgets and we don't have
the moving parts for it.
I would just keep it on your primary
feed because it's within the scope of what
you do and what you're good at.
It's not completely out of left field.
Yes.
Agreed.
Okay.
Are we done with this topic before we
move on?
I have something for you that I did
real quick after this, Jimmy,
I'm going to email or text you our
PDF,
the two pager it's called the elite
clinician opportunity or whatever.
However I wrapped it and it, and,
and you're going to,
I think you're going to like it cause
it's got two columns on the left.
features on the right benefits.
So it's the feature and then here's the
benefit.
I think I would be,
I'd be curious if you read that,
if totally up to you,
if you want to,
if you want to make one of those
videos like that,
because then you could say that could be
a template.
You can say, Hey owner,
send me a document like this.
You don't even have to speak with them.
You know?
Yeah.
You can do it over email, whatever.
Send me this, like, here's the guide,
the guard rails of this.
and maybe that makes your job easier to
make those videos i will easily do that
i will easily do that uh i do
want to make sure we pause for a
sponsor uh thanks to dry needling for dogs
because if it works for humans it'll
probably work for your golden doodle now
offering mobile canine wait wait hold on
you gotta you gotta share the script are
you sure do you have do you have
a graphic
Sorry, I apologize.
Dry needling for dogs,
because if it works for humans,
it'll probably work for your golden doodle
or your, that looks like a lab.
Now offering mobile canine trigger point
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retriever.
Dryneedlingfordogs.com.
All right, let's go to the next topic.
This popped up this morning.
I don't even know who runs this Facebook
group,
but it's just called physical therapy.
I also want to highlight,
don't freaking overthink it.
What am I going to name this Facebook
group?
It's called Physical Therapy.
Guess who shows up there?
Don't overthink it.
Here's what was posted this morning.
I feel like we need a little Tony
and Dave like rules.
This was posted.
I cut out the name of the clinic.
Why?
I don't know.
It was posted at a clinic, apparently,
and someone took a picture of it.
And I'll read it for the audience.
It said, attention,
all of Martha's patients.
Martha is the name of the therapist,
not the name of the clinic.
So clearly,
this is just for Martha's patient,
because we've all been to these clinics
before.
You have a bunch of clinician and then
there's that one who's like,
I'm the Yoda and I am worth forty
seven percent more.
So attention all Martha's patients
beginning January one due to the stagnant
and sometimes declining reimbursement
rates from insurance companies,
it has become imperative for more more
That's a practice name that you left in.
To begin more physical therapy.
Honestly, if you think about it,
if this thing is called more,
if your clinic is called more physical
therapy, that's brilliant.
What do you need?
More physical therapy.
You sure had a lot of it.
You need more.
Go get more physical therapy.
It's been perfect for more to begin
charging an experienced clinician fee for
those patients who wish to have Martha be
their physical therapist.
The fee will be fifteen dollars per visit.
So, again,
I already hear Tony and Dave in my
ear going, why bother charging fifteen?
Charge a hundred.
Like, don't piss people off,
piss them off and make the juice worth
the squeeze.
The fee will be fifteen dollars per visit
due at the time of service.
It's separate from any copays or insurance
reimbursement.
and is not billable to your insurance
company.
Martha has extensive experience.
She is a crass woman as a physical
therapist and dedicated her life to the
fields of hands-on physical therapy and
exercise so she may maximize her healing
potential for you.
Try to read this all in one breath.
We apologize for the inconvenience.
No, you don't.
You just explained why it's not an
inconvenience.
It's a necessity, but keep going.
This may cause,
but rising costs everywhere has played a
role in making,
stop over explaining the thing.
It's going to cost you to see Martha.
Why?
Because I know you want her.
We thank you for your understanding.
You're assuming I'm understanding.
Martha looks forward to giving you the
best she has to offer.
So like first, lawyer-y.
Is this legal?
Can you do this?
I don't know how laws work.
Tony, Tony, Tony.
Um, you could not read like,
and I don't know the payer contracts and
stuff.
But from a Medicare perspective,
you can't force a Medicare beneficiary to
pay more to see a provider.
You know,
there's always going to be ways to make
something like this work.
You just got to figure it out.
Yes.
All right.
So thoughts on this besides more physical
therapy or I posted the other day.
Here's here's a marketing hack.
Change the name of your clinic right now.
Change the whole thing to physical therapy
near me.
Because when someone Googles it,
all right, no, I'm only kidding.
All right,
so when you see the thing about Martha,
where's your head go?
This screamed Tony and Dave to me when
I saw it while I was laying in
bed scrolling.
You already said it.
Adding a fifteen dollar charge is like so
ridiculous.
Like one fifty, a hundred, like you said,
like, come on, like,
like make it worth it.
Fifteen dollars.
Ben says if you want Ben to wear
deodorant while he's treating you,
it's another fifteen dollars per session.
Stop nickel and diming people.
Like, don't do it.
You know,
I bet if you paid Ben fifty bucks,
he would not wear deodorant.
You might get a different clientele.
Oh, although hold on.
Drowning for dogs.
David from SME says you'd be surprised how
many needles we sell.
So I made a fake commercial.
That's a real commercial.
I guarantee there are people dry needling
dogs, horses.
I mean, the chiropractic,
animal chiropractic channels are huge.
And all the dogs say that the needles
feel great.
They tell you that it feels great.
There was a missed opportunity.
I should have done a review.
Jasper, the golden retriever, said, oh,
whoa, whoa.
Got a link for dogs.
Got a link for dogs.com.
That's what I said.
There you go.
I missed that.
I left the ball on the one-yard line.
Yeah,
so anything we want to add to Martha?
Well,
I just got another message from somebody a
day or two ago asking, like,
how can I do this?
Can I charge a concierge fee?
Can I you know,
what what do I do to make the
delivering services affordable,
not affordable for the patient,
affordable for the therapist?
Like the therapist can't afford to deliver
services at the Medicare rates.
And so this is where the main guideline
to understand is if you're going to be
a contract to Medicare provider,
you can't require patients to pay for
things beyond what Medicare covers.
You can't require it,
but it doesn't mean you can't offer it.
And so this is where- Wait,
what does that mean?
I can't say every Medicare patient has to
buy my membership or I won't see them,
but I could say, Hey,
Medicare beneficiary,
we're contracted with Medicare.
If you would like,
you could join my membership.
My membership is an extra hundred and
fifty, three hundred dollars a month.
It includes these amenities that are not
covered by Medicare.
You're not required to do it,
but it is optional for you to do
it.
You know what I mean?
Go ahead.
Ben's saying he has an amazing story and
he has to tell it.
Ben, if you have a cell phone,
there's no way Jimmy McKay would put his
actual cell phone number on the screen.
Oh, yes, he does, folks.
Yes, he does.
There's no way he would say he would
put on the screen eight, four, five,
three, one, three, one, nine, one, one.
There's no possible way Jimmy McKay would
ever,
ever do that on a live stream for
physical.
So the dollar amount,
the difference for an experienced
clinician versus like a new grad or
whatever, like,
It happens everywhere else.
It happens in law firms with tiered
pricing and our partner is more expensive
and an associate or junior partner or,
you know, new lawyer,
new attorney is a lower billable rate.
It's same thing in accounting firms and
probably consultancies and all that.
So like the fact that it can't be
done in healthcare is just ridiculous,
especially when payment reimbursement has
not increased.
And it stays the same.
And in many cases now it's being cut.
So it literally does not make sense why
this is not allowed.
It should be allowed.
It should be,
I believe it should be like, Hey,
Medicare will pay a hundred bucks a visit
for a four unit visit.
But then if I wanted to,
I could on the phone,
I could say that I should be able
to say to a Medicare beneficiary, Hey,
our, you know, we charge three hundred,
we charge three fifty a visit, whatever.
So we'll bill Medicare.
We'll make a hundred bucks off Medicare.
And your cost is two fifty per visit.
And if you didn't have Medicare and you
had, you know, Medicaid,
if we didn't take Medicaid,
then your cost per visit would be three
fifty.
So either way,
we want to make three fifty a visit
or whatever.
The fact that this can't be done when
the payment reimbursement is not keeping
up with inflation and cost of living and
all that is ridiculous.
Well, let's clarify for a minute, though.
When you say it can't be done,
it's the payer who is saying you can't
do that.
It's not that it can't be done.
It's that we voluntarily agreed to this
contract.
Dave and I, if we're working together,
let's say I hire Dave to go treat
patients in New York.
I would tell Dave, hey,
I am selling the visit.
This is what the visit's going to be.
This is what I expect you to do.
I would not, as your employer,
I would not want you to go charge
that patient in addition to what I'm
already charging.
That's what we're saying here from the
payer contract to the therapist.
The insurance company is saying, hey,
you're not allowed to charge more than
I've agreed to pay.
And so I totally understand it from the
insurance company side.
Nobody would allow something like that to
happen.
Therapists don't want to understand you
are working for the insurance company.
Whether it's an employee or an independent
contractor, whatever,
you are working for the insurance company,
not the patient.
You cannot do things that the insurance
company didn't hire you to do.
And once we kind of wrap our heads,
I think therapists in two thousand twenty
five are still thinking, oh,
the insurance company is paying me for the
services.
No,
you are working for the insurance company.
You get a ten ninety nine at the
end of the year,
just like every other contractor does.
You have specific guidelines,
regulations you have to abide with if you
want that insurance company to pay you.
The patient has nothing to do with it.
Yeah, Mr. Devap says, yeah, Dave, I wanna,
yes, set your rate,
payer sets their reimbursement and allow
patients to meet the gap if they want
that.
Yes, this is what I want,
but Tony is saying I cannot have my
cake and eat it too.
Yeah, it's what you want,
it's what we all want,
but we don't agree to that when we
sign the contract.
When we sign the contract, we say,
I will deliver these procedure codes.
Is that Ben?
I don't know, somebody calling.
Hello, you're live on the air.
Live on the air.
Yes, there you go.
You can't hear it.
All right, I can hear it.
We'll work on the audio while you guys
can't hear.
All right, Ben, I'm assuming.
Put up to the mic.
Oh, man, this is supposed to be working.
I'll work on this.
But Ben, real quick, and I'll reiterate,
you said you had a story with dry
needling and dogs.
Jimmy's listening,
and he's going to tell us what Ben's
saying.
Yeah.
You got a dog pinched neck in the
neck.
Uh-huh.
For the record,
while Jimmy's getting the story,
my dog just pulled up.
My wife brought him in.
All right, Ben, I'll call you back, man.
He hired dry needling for dogs,
essentially.
The fake thing is a real thing.
So I parried it.
I just played my thing.
I made a fake thing for a real
thing.
Sorry about that, Ben.
I'll work on the audio.
I thought that was going to work real
well.
Yes.
Oh, that's Dan Vapney.
Oh, hey, what's up, Dan?
Oh, deep apps.
So it's already a thing.
So think of the most ridiculous thing and
then Google it.
It's already a thing.
That's how the internet works.
Most ridiculous thing.
I'm going to pick up a stranger and
drive them home drunk from the bar.
That's insane.
Most ridiculous thing.
I'm going to let a stranger sleep in
my house.
That is the craziest thing.
Can I tell you a story?
i'll tell you guys it has to do
with i was in pt school and uber
had run had come out with a feature
but i was intoxicated that's why that's
most of the time while i'm using uber
so i just hit get car right i
want to go home jimmy won't go sleepy
and i get in the car in the
back seat i'm in dc and then i
really close the door and i realize i
turn on my left real slow and there's
a woman sitting there in the back seat
i'm like hey
I was like, I'm so sorry,
I got in the wrong Uber.
And the guy was like, no,
it's like when they did ride share.
The pool, the pool, or yeah, ride share.
And I'm like, yeah, no, I knew that.
I'm like trying to play it, whatever,
whatever.
Next thing you know,
got a new phone number in my,
because it was a, I was like,
this is speed dating.
um the person was a crazy person it
you know long story short person i'll tell
you guys the rest of the story off
the air person was a crazy person but
now you're stuck with that which is i
don't know if they do that anymore but
i make sure now i don't just blindly
hit like accept or whatever you shouldn't
you should be doing that um all right
so martha good luck to you um uh
what else oh i have a we have
a new uh segment
which is called the mailbag.
You guys ready to do mailbag?
Let's do it.
So we got a DM.
We asked about this two weeks ago,
and Marcus decided to follow up.
Marcus says he's a cash-based physical
therapist in San Diego.
He said, I'm booked solid,
but my bank account says otherwise.
Guys, I've been solo for two years.
I'm full.
Referrals are steady.
I feel busy,
but I still can't get ahead financially.
Where do I start to look to figure
out what's broken?
This is starting to feel like a trap
and a hamster wheel.
He's booked.
What's the problem?
I mean,
you don't have a lot of information to
work with.
Thank you for trusting me.
We have enough.
Do you really?
I don't know.
I don't know what to do.
Charge more?
What's your cost?
Be Dave Ramsey, spend more than you make.
Yeah, exactly.
What's his overhead and what are his
rates?
And he's probably not selling packages.
But yeah,
if your book's solid and you don't have
enough money to live on,
either your overhead,
you're spending too much,
you're at a big fancy place and your
overhead is too expensive based off of
whatever your rates are.
So it kind of comes down to rates.
Like is he charging, you said California?
San Diego.
Yeah.
So, I mean, he's got to be,
I mean, at least one hundred fifty,
two hundred or something to visit.
I'm assuming he's got to be.
And if he's not like that,
that's definitely a problem.
OK.
Didn't say.
But we'll we'll figure that out.
Yeah.
Every every consultant on the face of the
planet is going to say,
if you're booked solid,
you're charging too little.
Period.
It doesn't even matter if you're booked
solid, you're charging too little.
You should be at like a seventy five,
eighty percent.
If you start raising rates,
people will drop off.
That's exactly what's supposed to happen.
The fact that you have a full schedule.
Now, we don't know,
is the full schedule of twenty hours a
week?
Maybe it is.
I talked to therapists who are like,
I'm so busy.
I'm working twenty.
I'll do twenty hours, you know,
in two days.
Good point.
Yeah.
So so context is important.
But yeah, most likely charging too little.
I have a sound effect for this.
I'll upload it for next episode.
Ben says move away from San Diego if
you want to see your bank account grow.
Marcus, good luck.
I hope that was helpful.
Also,
email all your past customers after you
raise your rate and say we're actually
adding new value.
It's at this rate.
I can't wait to see you again.
You're welcome, Marcus.
Clara is in Ohio.
Tony's in Ohio.
Hey, PT Breakfast Club.
Love the show.
I want to stop right there.
thank you clara shout out claire thank you
quick question i keep hearing about and
she uses big air quotes and capital
letters i keep hearing about growing
through leverage instead of hiring what
does that mean i don't understand what
does that look like for a clinic can
i really grow revenue without just burning
out my team or adding more full-time staff
what does growing with leverage mean i
don't know that i know this is a
jargon term that i probably understand the
concept but not the words
I'll take a shot.
And then I want to hear what Dave's
thinking.
I would say let leverages anytime,
you know, quote, you have a longer lever.
So like I go into the clinic,
I treat for an hour,
I get paid for an hour.
That's one to one.
I want something that gives me three to
one, five to one,
ten to one value on that.
So how do I do that?
Technology.
I show I show people in my zero
to pay it.
I'm like, look,
you want to be a mobile therapist.
Go to the patient's home on Monday.
That's one to one.
But then on Tuesday, Wednesday, Thursday,
do single unit, ten minute telehealth.
Hey, John, I saw you yesterday.
We talked about, you know,
your challenges getting out of that
recliner.
Listen, prop your phone up.
Let me see you get in and out
of your recliner so I can see if
you're doing nose over the toes and things
that we talked about.
Now all of a sudden I'm using technology
to lever my time so that in an
hour I could do six ten-minute telehealth
single unit sessions where all of a sudden
I just exploded three and four times the
profitability double the revenue because I
don't have MPPR reductions.
I don't have to travel.
I don't have any of the other expenses.
That's leverage.
Leverage could be people coming into my
clinic.
Again,
I could do one hour in the morning,
one hour in the afternoon where I just
do single unit visits and I load the
clinic up.
Six,
seven people an hour coming through there.
Right.
And then the rest of the time,
maybe I do one on one.
I can lose money on one on one
because I've made so much money in that
one hour of time.
Dave?
An example that I'm trying to do that
I think could paint a picture for leverage
is, so yes, what Tony said,
like we have therapists,
they go and we're going to make three
fifty visit or on a weekend, you know,
five hundred, five fifty,
whatever for a weekend visit.
Leverage would be work.
I'm kind of trying to create this like
offer for our older folks that are already
they already love our service.
They're already spending money with us.
They potentially want more.
and we're looking to like have this like
vip longevity kind of health offering and
it's pro it's really uncomfortable for me
even to think about and kind of plan
out because i'm thinking like it's it's
probably going to be around like if if
and and maybe everyone says no to it
but it could be like fifty thousand
dollars to like a hundred thousand dollars
i know it sounds crazy guys but
And it would be like, hey,
there's a physician that does house calls.
We would loop him in.
And one of our therapists or someone on
our team would be an escort for the
client to go to doctor visits if the
spouse can't go or to go to restaurants
like we talked about before and to get
them back into museums and theaters and
all that.
Based off of the hourly rate of what
our therapist or team would usually do
with that individual per hour or per day
or whatever,
That would be another example of leverage.
We could see, we could have,
we can have thousands of dollars in value
of actual monetary money for the exchange
of the minute by minute,
hour by hour interactions with this
client.
Because like Jimmy said,
we're bringing new value to the table and
we're saying, Hey, we can,
we can offer you this, this, this, this,
this is another thing.
This is like a new thing.
And it costs this much.
So that,
do you guys think that's an example or
like a story of leverage?
Would RTM also be another example of
leverage, like a good medium-sized lever?
You have to do some work on it,
right?
You've got to review.
You have to do all the things you're
promising to do or review the data and
give suggestions and help guide.
That's a little better because you can sit
in one spot and be reviewing sixty
patients in three hours or whatever it is.
So I think that's a good example.
Anything else?
One more real quick.
So yesterday I'm in the clinic.
I'm treating patients.
I'm using equipment while I'm treating
patients.
I'm capturing video of the equipment that
I'm using and I'm earning affiliate income
from people that will never be my patient.
You know, one more example of leverage.
I think last month we made fifteen hundred
dollars on Facebook ads or Facebook ads,
people paying me to show ads on my
videos, not me paying Facebook.
That's leverage.
I'm levering those minutes of clinical
time to not just get paid by the
insurance company,
but then repurpose those minutes of my
life that I'm never going to get back
to get paid by advertisers,
to get paid by product companies,
to get paid.
You know,
I could turn that into if I wanted
to a digital course or something like
that.
I saw Bo run an ad kind of
post yesterday where he's offering
something new.
Very cool stuff.
Yeah.
All right.
Um, do, do, do.
That's all we have.
One more thing.
So I'm just,
I'm just putting in a Gemini.
I've been using Gemini and chat GBT side
by side.
And I kind of like to compare.
I mean, so, I mean, so far, uh,
I still like chat GBT a little bit
better in my opinion.
Me too.
I'm asking Gemini right now.
You guys know, you remember, um,
Naval Robicon.
Have you guys heard of this guy?
Yeah.
So he has some, and it's, it's not,
Uh, okay.
It is popping up.
Um, three forms of leverage labor,
people working for you,
capital money working for you or code and
media products with no marginal costs of
replication, which is exactly,
exactly what Tony just talked about.
So, um, the, in terms of leverage,
there's different ways,
there's different things out there for you
to leverage,
but code meaning software or media media
is what Tony does go to total therapy
solutions.
Look at his, uh,
Look at his Instagram.
Look at his Facebook.
Look at the videos that Tony does for
Amazon Influencer.
Those videos are working for him when he's
sleeping,
when he's on this call all the time.
I talked about this every day on LinkedIn.
Dave Candy,
friend of the show in a bunch of
Facebook groups.
He's probably shooting with an iPhone.
He's using a twenty three dollar ring
light.
His thumbnails are pretty B minus.
And I showed one video.
B minus in a good way.
What I mean is he just does the
thing.
Tony got a kick out of that.
But what I mean is like...
And then you look at Dave Candy's stats.
He's just a physical therapist using air
quotes.
And I was like, dude,
look at this one random video.
Not even his top video.
Had like three months worth of view times.
Most of those people will never ever be
in Dave Candy's state.
Number one,
he's getting paid for that video.
He did it one time in twelve minutes.
And now when he goes to sleep,
he's like, what's that?
Oh, it's a nickel.
And then some people will book...
and find him because of that but you
do once you leverage later i'm telling you
if content wouldn't work tony robbins
wouldn't be a thing right are we done
with the mailbag because i have the
mailbag sound effect brand new you ready i
don't know if you guys can even hear
this it's mailbag time real questions real
people no bots allowed
Ah, there we go.
All right, that's the mailbag.
I do want to say thank you.
I don't want to forget one of our
new sponsors.
This one is going to be a real
thing.
Welcoming Goniometer Plus to the show,
the dating app for physical therapists and
physical therapist assistants.
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Goniometer Plus.
Date another clinician who's as salty as
you.
It's going to be a thing.
I don't think anyone realizes how
impressive it is with Jimmy's with
pronunciation,
especially with swipe right,
speaking at the cadence and tone that you
sometimes speak in.
Just kudos to you, brother.
My life.
All right.
So we have nine minutes.
I have a segment I can try.
We're going to call it the lightning round
or we can save it where I throw.
We do overrated, underrated.
So I'm going to throw a thing.
You're going to go overrated.
And why or underrated?
And why do you want to try this?
Yeah, let's do it.
All right, let's do it.
You're listening to the PT Breakfast Club.
All right.
It's time for the lightning round.
We'll call it overrated, underrated.
I'm going to throw it out.
You're going to give me a one-word answer,
overrated, underrated,
and then a sentence verification.
Make this fast.
Dave, you go first.
All right.
It'll be Dave, Tony, Dave, Tony.
We'll do three.
All right.
Overrated, underrated.
I already know where Dave is going to
go with this.
Overrated.
Overrated?
You don't want people to be able to
book online?
correct you don't want them to okay why
i love being shocked i thought you'd have
been like yes book this goes back to
the video that you posted earlier today
you were talking about early today about
longford where it was like you're
basically almost hired no we want to put
resistance in the process we don't want
anyone just we don't want just anyone to
book on the schedule we need to filter
you out because respectfully this is i
don't i don't want to be demeaning but
in terms of not status, but like,
we need to make sure that you're the
right fit for us at the same time.
Like you,
you need to make sure that we're the
right fit for you perspective patient.
Um, but no, we,
we will not have just any random person
book a time without really either at
either phone calls typically,
or at the very least we have busy
executives where they're like,
I am not speaking on the phone.
Can we do this all over email?
Sure.
Absolutely.
And it's a,
it's a back and forth over email.
Um,
Not just automatically booking any
prospective patient with a pulse.
I already have an idea, dude.
Like, let's create a custom.
Let's let's tinker with this.
Let's create a custom GPT that you'll just
be like,
I'm going to send this to you.
And then they can interact with the GPT
until the GPT you've taught has said,
this is the ideal.
Let's move them on to booking.
Tony, I like it.
Twenty four seven online booking
availability.
underrated by a mile i want zero friction
i want the ky jelly but not only
that i want patients i want patients to
manage their schedule without any human
interaction
Wow.
See, and that's the brilliance of this.
Sorry,
that's twenty four seven online booking.
I'm asking for Google reviews in the
evaluation process.
Overrated, underrated.
I think that's too early, but just me.
Underrated.
If if the peak of happiness is at
the evaluation, if I get Tony Stiffney,
if I get Tony Stiffney and he feels,
oh,
that feels like twenty five percent better
range of motion.
And I've been dealing with this for a
year.
I go, boom,
this could potentially be Tony's,
the patient's peak of happiness right now.
I may never get them happier than right
now.
Google review,
I'm asking and then sending a text and
then sending an email.
Dave wants to play hard to get.
Yes.
Reuben knows me well.
And Ben, Tony's KY.
It's not Kentucky.
You said during, I would say never during,
but immediately after, you know,
if they're walking out,
they're scheduling, they're,
they're feeling amazing.
Yes.
Dave is a hundred percent on get that
review.
It's never too early.
I have got baseball buddies that asked me
about, Oh, my shoulder, this, that,
and I give them like a little,
you know, a little help verbally.
And I'm like, Hey,
can you drop me a good review?
Like I didn't formally evaluate them.
I did it before.
I like it.
Okay.
You changed my mind.
Uh, last one, overrated,
underrated Instagram reels for patient
education, your clinic, your organization,
creating Instagram reels for patient
education.
I think I'm asking this as I'm a
list.
Cause I'm like, is it oversaturated?
I mean, there's a,
there's accounts that only show exercise
videos with underrated, underrated.
I think,
I think Tony and I might agree here.
Underrated.
I just, just more, the more, the better,
more content, the better.
There's not enough practices out there
that are just doing, uh,
all the content,
whether it's Therx and movement based or
it's, you know,
jokes with your front desk and, you know,
like TikTok dances or whatever,
just underrated.
Yeah.
Underrated.
We should be putting that every,
every single patient that does get a home
exercise program, those videos,
videos are reels ready to publish like all
day long.
We should be putting thirty,
forty clips out every single day.
If you're treating patients for an eight
hour day.
Understood.
All right.
That's overrated,
underrated in the lightning round.
You're listening to the PT Breakfast Club.
Thanks to my buddy, Adam,
who is my old imaging guy who did
all the voiceovers for those things.
I'm going to be using those way too
much.
Do you want to make sure we're six
minutes away?
Sorry,
four minutes away from the end of the
show.
I have one more sponsor.
We don't get this money.
Thanks to Chronic Pain Candle Company.
Scented like low back pain and emotional
burnout mixed.
Scents include sciatica sage, burnout,
and burgundy.
And new for the holidays,
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ChronicPainCandleCompany.com.
All right, we got four minutes to go.
We still haven't done live selling.
I keep forgetting to put that on a
lead off.
Maybe we haven't.
We also haven't tinkered a lot with live
selling.
And for people who don't know,
this was talked about on Instagram
yesterday.
Years ago,
like how come when I'm looking at a
fashion model or some dude lumberjack,
I can't just touch the shirt or touch
the pants.
And now you kind of can and just
buy those things like that for me years
ago.
And I think Instagram didn't want to do
it years ago because they were like,
stay true to the mission.
build the audience become irreplaceable
then now you start to see it years
and years later but live selling is a
little bit different but not really
different tony how do you describe what
live selling is i mean there's two words
that i understand both of those words but
like the essence uh real quick let's save
that i know we keep pushing it off
let's save it this was a fun team
dave was gonna say something what were you
gonna say dave
Is anyone doing live selling where like,
I think we could actually make it.
Cause like we do this, we've been doing,
I was about to make a joke and
say,
we've been doing this for two years and
now it's starting to feel or sound like
a show, like a, like a formal show,
which is kind of funny.
Is anyone doing live selling where the
team, like us three or whoever, like the,
the, the host or whatever,
like one of them's ripping it and one
of them's like pushing it like because all
these like live shopping is like
everyone's just pushing whatever this
product is and here's the features and the
benefits and then and oh you know qvc
oh we only have fourteen left in stock
and now we got five left in stock
and you gotta call this number now and
all that type of thing i think with
products i think we could give honest
reviews about certain products if we ever
tested the live selling
It would be so raw.
It would be so genuine.
Tony might like it.
I'm ripping it.
Jimmy's refereeing.
Then I'm going to like the next product
and Tony's not going to like it.
And that could potentially be entertaining
or amusing while also being content.
The first question you should ask is,
is someone else doing this in another way?
Yes.
Like right now, I don't watch TV anymore.
That should tell you something.
I don't even want to turn the TV
on anymore.
Turn a podcast on and I start working,
whatever.
But I know every Good Morning America,
the Today Show,
they're going to do the top ten toys
to grab now.
And they're all pushing it.
No one is speaking bad about it.
That's my question.
It would be Barstool or the Pat McAfee
show doing live selling.
We'll talk more about that.
Why should this show be live from CSM
or the Graham Sessions or PPS?
I've said this for two years.
I'm not saying it has to be us.
I'm saying we would do an awesome job
at it.
I just self-censored myself.
I didn't drop the F-bomb because I want
to show future sponsors like Drowning Link
for Dogs that we're a family-friendly
show.
I think soon organizations are going to
feel stupid not to.
Live sell or live broadcast.
This will be my parting shot.
I think the...
the problem with what David,
I love what David's suggesting.
I think it'd be amazing.
The concern would be saying anything
negative because repercussion of liability
and things like that.
Then don't bring people on that you don't
approve.
I approve this message, right?
There's a reason those messages go out.
I've talked to clients and I got to
talk to a client soon.
They're like, well,
we're just scared that if we let
advertisers on,
we're going to have somebody who's pushing
pseudoscience.
And I was like,
I looked deep into the camera and I
was like,
then don't let them on your show.
I was the program director of a radio
station.
I was not involved.
I mean,
I was involved in the sales process,
but my job was not knock on doors,
find advertisers.
But if someone was going to go on
the air, it came through me.
Is this a good match?
Are you okay with your air staff saying
this or playing this between Pearl Jam and
Lincoln Park?
And if the answer wasn't hell yeah,
I pushed back and said,
this doesn't feel like it fits.
Format wise,
I don't want this on my radio station.
Very few times that I've ever pushed that
button.
The organizations I've talked to,
they're looking for the exception,
not the rule.
I'm like,
you're looking for the one in a million
to say no to.
And you're shutting down my estimate,
fifty to one hundred K in annual revenue
because you're scared to say no to one
organization.
Say no.
You do not meet our policy.
Drop a policy.
This is the one time I'll say drop
a policy.
All right.
I'm ranting.
We're over time.
Parting shot.
Go.
Was that your parting shot?
That was it.
My parting shot.
I like the long lever of code.
I can't code.
I like the long lever of media.
Do it once and magically this stuff
compounds.
We'll be back.
Look, all the things.
I don't have to remember who to say
where.
That's it.
We're out.
Boys, what the hell are you doing?
Follow Tony Maritano on YouTube at Total
Therapy Solution.
Find Dave Kittle at
conciergepainrelief.com.
And on YouTube at The Dave Kittle Show.
And follow Jimmy McKay at PT Podcast.
On YouTube, the socials,
and wherever you binge podcasts you
pretend are for CEUs.
And hey, just a reminder,
none of this was for advice.
This was for entertainment only.
Our lawyers say that counts.
Thanks to you guys.