Broadcasting way too early from three
separate Wi-Fi connections.
It's PT Breakfast Club with Tony Meritato,
Dave Kittle, and Jimmy McKay.
Good PT morning to you.
The only morning show here at PT Breakfast
Club where we talk about business
marketing in the profession of rehab
without pretending everything's not on
fire.
Today we're getting into where ad money is
actually going in twenty twenty six and
where your ad money should be going.
Why YouTube just handed busy clinicians a
massive shortcut that should have been
done a year ago.
And a January experiment that might help
clinics survive the slowest referral
months of the year.
That's Tony's idea.
Coffee in hand, opinions ready.
But first, Tony, of course,
we start the show.
You have to pay some bills, Tony.
You got to make sure the sponsors...
We always have to keep the sponsors happy.
So welcome a new sponsor to the show.
This one is NoteScribe Plus.
A lot of AI NoteScribes sponsoring the
show.
They understand what the attention here at
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Did you like that graphic?
It's just like infinity,
just nothingness there.
What I like is so many of these
are so true to life.
Like one of my favorite Simpsons quotes is
it's funny because it's true.
Because it's true.
Yeah.
And that is absolutely like I look at
my AI scribe documentation and it's
awesome.
No human could ever do that.
But it's gotten to the point where now
this becomes the new norm.
A reviewer looks at my notes,
looks at somebody else's notes and says,
you suck.
Tony's doing it right.
But it takes me a tenth of a
second to push go and I'm done.
I forget what Facebook group we were in,
but someone was like...
a lot of these notes are sounding,
they're starting to sound really human.
And I was like, well,
that's funny because most of the people,
most of the notes I've read written by
humans, you're trying to sound robotic.
Like that was the problem for me.
I had a degree in journalism.
So I was like supposed to like facts,
but also tell a story.
And here I'm supposed to like Hoover
vacuum out all the humanness to this.
And I was like,
I don't know how to do this.
So it was very confusing to me.
All right,
let's kick it off with the first story.
You know Neil Patel.
How would you describe Neil Patel?
I just know him as a guy who
just sort of seems to know stuff about
the social media, media, money,
all those things.
But what's his title?
I would call him an SEO expert.
I would call him a marketing expert.
He's in that world.
Yeah.
All right.
So Neil Patel, he like go follow him.
Even if you never buy any of his
products,
that's sort of like ninety percent of his
pitch,
although he does have a bunch of really
great tools.
One that I use,
I would say semi often,
which is answer the public dot com.
It's a it's a great tool.
Just go play around with for the next
second.
You'll figure it out.
You know that, right?
What's that?
You know, he bought that site.
Oh, he bought it.
I thought he made it.
No.
So that site was an existing site.
Somebody else had it.
He had a keyword research tool that he
had created.
I can't remember the name of it.
And then he went out and I think
it was a seven million dollar purchase,
purchased keyword or what was it?
Ask the public.
Answer the public.
answer the public and then brought it in
under his system.
And basically it was a way to support
his agency business.
He has like seven hundred and fifty agents
working under him,
tens of millions of dollars.
And so, yeah,
that was a site that he purchased.
He made that money back on the second
day, probably?
Yeah,
it was like when Facebook paid a billion
dollars for Instagram,
when Google bought YouTube for one point
two billion.
Everybody thought the buy was crazy.
And now they've made their money back so
many times over.
So that's what Neil Patel is.
Neil Patel is sort of like this person
who tells you he helps you see around
corners.
Right.
And he's always sharing these these.
But he has access now to massive data
sets because you just said he has seven
hundred and fifty agents working
underneath him.
He can pull information.
He can see trends.
This is why he looks like he knows
what's happening next is because he knows
what's happening right now.
So he shares these great drafts.
So we'll talk about this.
And then also you're having an idea about
a challenge that we're going to do or
you're going to propose or have proposed
in our Facebook group.
He's polling a bunch of people who are
spending money on the platforms.
It used to be newspaper, TV, radio,
Billboard magazine.
Now it's a bajillion platforms.
So if you can see the graph on
the screen, we'll go through it.
But you see where...
The people were asking,
on what platform are you doing?
Facebook, Instagram, YouTube, and so on.
Are you decreasing your budget in twenty
twenty six, keeping it the same,
or will you have increased it?
So you're looking for orange and you're
looking for purple,
yellow being the middle.
So you're seeing orange.
I'm seeing tick tock.
I'm seeing
linkedin i'm seeing snapchat almost fifty
percent increase x an increase in sixty
two percent although i'm not a math guy
you could say like the the buys were
so low maybe in twenty twenty five that
any increase is gonna look like a giant
increase facebook is the one that appears
to be down uh with many people almost
half staying the same what what do the
tea leaves look like to you and uh
tony just looking at this like a snapshot
I don't know.
It's the first time I'm seeing it,
so I don't have an opinion yet.
Here's how I look.
I see a lot of orange.
I see a lot of will increased into
twenty twenty six again,
with the exception of Facebook.
But it might just be saturation.
Well, OK,
so my understanding and tell me if I'm
wrong,
this is saying where the money is going
in twenty twenty six.
Yeah.
Where will you where will you be
allocating your and I'm guessing he's got
some citations at the bottom.
Because to me,
this this says Facebook is the place to
be because, you know, yeah,
there's a vacuum that's happening.
Pinterest is another one.
There's a vacuum that's happening.
And so it's sucking me toward where is
the greatest opportunity to spend the
least, get the most, Facebook.
uh there was a small but scrappy company
called girls gone wild back in the
nineties and two thousands and hate them
all you want i mean essentially they sold
like the videos you could find on the
internet now like you know some would call
it like inappropriate content essentially
they would just send these guys were
content creators before content creators
were content creators they would send a
camera crew on spring break
And then just be like,
they would just film what was happening
there and they would share it.
But then the genius of Joe Francis,
is that his name?
Did I just pull that out of?
I think his name is Joe Francis.
Someone's going to fact check me,
but I think it was pretty sure it's
Joe.
he looked at the tea leaves just like
tony did he was like where's my audience
well they're everywhere he's looking for
like you know you know nineteen year old
and twenty five year old dudes and he's
like where's the ad money the cheapest
where's the ad time the cheapest so he
would buy blocks of time at like midnight
one two three a.m because he's like those
dudes are home this is pre scroll on
your phone he's like those dudes are home
watching whatever on tv
And he wouldn't run a commercial.
He'd buy infomercial time.
He'd run a ten-minute nonstop parade of
the hits movie trailer.
So I think that's what Tony is telling
me.
Not to invest in Girls Gone Wild.
I don't think that's a good investment in
Before we move on,
this sort of floats into another idea that
you just kicked out.
Talk about the January ad challenge.
Why the average clinician, whether small,
individual,
or large organization should pay attention
to this challenge.
So yesterday,
I think it was yesterday you were
interviewing someone,
you guys were talking about marketing and
you were saying how, you know, people say,
but marketing doesn't work.
We hear people say physical therapy
doesn't work.
I tried it.
Um, I am a great example of,
I have never run a successful Facebook ads
campaign ever, ever, ever.
Never, never.
Wait, how would you define success?
Making more than you spent?
Making more than I spent,
getting a new patient.
Really?
Really.
So, you know, but I know it works.
Like you can't have fifty people.
This is a lesson I learned a long
time ago.
If fifty people are telling you you're
wrong and these are people you trust,
you're probably wrong.
Reassess your position.
So I know that there's an opportunity
there.
I haven't figured out the opportunity.
I'm the one that's messing things up.
So I said, hey,
maybe we'll do a paid ads campaign
challenge.
It doesn't have to be Facebook,
could be Google, could be YouTube,
could be whatever.
But the idea is I need to crack
that shell and I need to figure out
how to make it work.
So I'm going to tap the shoulder of
people that I know are successful in
Facebook ads specifically.
We know that Q one is the lowest
ad cost historically.
Why help people understand that?
because everybody blew their budgets in Q
four of the previous calendar year.
So everybody saves their money for black
Friday for the holiday sales.
They push, push, push, push, push.
And, and what I do, you know,
as an arbitrage is, is I say, okay,
I want to produce a ton of content
because that's when ads are selling for
the highest cost.
At the end of the year,
I want to buy a bunch of ad
space at the beginning of the year.
Buy low, sell high,
like a very simple principle.
And so that's what I'm thinking about.
You're zigging when everybody's zagging.
Can I tell a real IRL version of
this?
So if anybody's from Northeast
Pennsylvania,
it's a long winter in Northeast
Pennsylvania.
I was there for eight,
nine years running a radio station.
And the end, the unofficial, official,
unofficial end of winter was the St.
Patrick's Day parade.
This is a point of pride in Northeast
Pennsylvania.
They will tell you some mean up statistics
about how they have like the second
biggest St.
Patrick's Day parade or something.
They don't.
But it is a big deal because I'm
like,
you're not bigger than Boston and New York
and Savannah.
Anyway, radio stations, TV stations,
all the local media outlets,
traditional media outlets would always
have a float.
Always.
And then my first five or six years
there,
I was either the number two guy at
the radio station or became the program
director, the number one guy.
And every year we'd have a meeting with
the general manager.
all the program directors would walk in
and we'd give Bill, the GM, a pitch.
Here's how much money I need.
Here's what I'm going to do with it.
Here's how much money I need.
Here's what I'm going to do with it.
To be in the parade.
We blew a lot of money for a
three-hour parade.
Finally, after, I don't know,
four or five years of me doing this,
I'm standing on the parade one on the
float one.
You're going, what are we doing?
So I go into the meeting.
I position myself in the room to go
last.
So program director one goes, two goes,
three goes.
He turns to me.
He's got his notepad.
Jimmy, what's your pitch?
And I go, I need ten grand.
And he goes, OK, great.
What are you going to do with it?
And I said.
Nothing.
He's like, all right, Jimmy,
quit being a scooch.
What are you going to do with it?
Nothing.
I'm going to take thirty three hundred
dollars and I'm going to spend it in
April, May and June.
And I'm going to run and I made
up like three different initiatives.
And he's like, but the St.
Patrick's Day parade and my whole.
guys there was why yell when everybody
else is screaming and i said bill he
everybody was like you can't do that the
northeast northeast pennsylvania loves
this parade i said no one will notice
i'm not there yeah not one person and
if they do you know what i want
to do no we were there didn't you
see us we were doing a thing with
the thing it was big it was awesome
everybody loved it no one noticed we
weren't there and then in april may and
june when everybody just did what tony
just said and they blew their budget i
was the only one standing in
the town square lighting dollar, you know,
a hundred dollar bills on fire going,
come pay attention to me.
And it worked.
So we just talked about this.
Somebody was asking about holiday cards,
sending, you know,
presents to physician offices.
I'm not against any of it,
but I'm against doing it when a thousand
other providers are doing it for a
thousand other specialties.
i don't waste time spending sending stuff
to a doctor's office in late december i
will do it in june july i will
do it when it's least expected when nobody
else is doing it now the caveat to
that is if there is somebody who is
not receiving something that person who's
sitting alone at christmas eve with no
cards no gifts nothing going on
That's the person you spend the money on
at that time.
Yes.
But if you're talking about a local
orthopedic who's got fifty providers
banging on the door to give them gifts,
now is not the time to give them
the fifty first gift.
Can I tell a story of how I
did sort of like that, but not really?
Yeah.
So there's different ideas.
Like if you're a band,
everyone's assumed like you're rolling in
money.
You're like Scrooge McDuck.
And that just isn't true.
It's not.
So there were a lot of different like
rules with your record company if you were
on tour.
So I knew with certain record companies,
if bands were on tour,
they were out of pocket for hotel and
food on off days, on certain days.
So I would pay attention to New York
and Philly concert dates because they had
to drive through Scranton and Northeast
Pennsylvania.
And I would reach out to these bands
and be like, hey, listen,
why don't you stop by the radio station,
play five songs on the radio.
We'll help sell some tickets for the
Philly show or the New York show, right?
We'll jump on the air.
And then I would always be talking to
the manager who was notoriously a little
grumpy because their job is hard.
And I'd go, I would have trade, a.k.a.
barter, a.k.a.
we'd run commercials for local resorts and
then be able to have that in our
pocket.
So I'd say to the manager,
how many guys you got in your crew
and your band?
And they'd be like, ten.
And I'm like, great,
I'll give you ten hotel rooms.
And they were like, what?
Like to them,
it was like me dropping a sack full
of money.
So I would say,
can you guys give me an hour present
hour, a little concert,
acoustic unplugged.
You don't have to set your stuff up.
I will house your band and your,
and your team.
I will feed your team and you guys
give me six songs and I'll, Oh,
the other thing was Tony,
do you know this?
If you go and play a concert at
an arena and you bring your t-shirts to
sell, the arena gets a cut, right?
The arena gets a cut of the merch
you paid for.
So I would also triple down and go,
although you can sell merch on site,
and I'd wait for him to be like,
what's your cut?
And I would go, zero.
And now they loved me.
Now they're like,
you want us to play for three hours?
And I said, listen,
you're going to do a show in Philly,
which is an hour away, or New York,
which is an hour away.
Bring a little credit card-y swiper.
Bring it.
Sell tickets.
I don't care.
More for you doesn't mean less for me.
So what Tony's saying is like,
pay attention to what everybody else is
doing.
And the minute, like,
it feels like it's a Yogi Berra quote.
You know, nobody goes to that bar.
It's too busy.
Right?
Nobody goes there.
It's packed.
The minute everybody in a Facebook group
is telling you this is exactly what to
do,
realize that everybody in your geographic
area is probably doing that.
Start to go the other way.
And then you are, by definition,
innovative.
Right.
I like making donations on behalf of.
I've done that before where a.
Twenty bucks doesn't stand out.
And, you know, you know,
Dunkin Donuts gift card in a box full
of munchkins doesn't stand out.
But when you figure out because someone
posted on their social media,
they love pets.
And you're like, hey, just FYI,
I made a donation for ASPCA in your
name.
Just seeing what you're doing.
And people are like that.
Boom, that lands.
Twenty bucks goes a lot further when it's
when it has meaning attached to it and
it's not empty calories.
Nothing against munchkins.
I do love me a good box of
munchkins, though.
So explain how the challenge works.
So you have a Facebook group, Passion.
What is it?
Passion Podcasts, Profits, YouTube.
Passion and Profit,
I think is what it is.
I don't know.
I was working on it yesterday.
You are doing a podcast thing.
I was talking with Andrea,
who's like a marketing person,
but she's way more structured than me.
Yeah.
And so, uh, no, no, no,
not during the podcast.
Like you,
you are helping people start their
podcast.
I sort of took a bite out of
what you were doing with zero to paid
and I'm doing zero to on air,
which is like, I don't have a podcast.
I don't have a YouTube channel.
I'm going to hold your hand.
You could Google how to do all of
this.
You don't need me,
but you're not going to do it unless
I put you through eight weeks and then
I'll,
I'll get you all through like the
landmines and stuff like that.
But while I was doing that,
that brought this idea.
I think, yeah, it is.
And I think your name should be unknown
to known or something along those lines.
But I was like,
everybody needs the power of controlling
attention, period.
Doesn't matter what you're doing.
Doesn't matter your business, nonprofit.
Doesn't matter if it's your kid's
basketball team.
Like right now,
my kids are freshmen on the high school
basketball team.
Their social media has been the pits.
They're doing a lot better this year.
I'm like, these people need attention.
So if you can control and understand how
Facebook ads, Google ads, YouTube ads,
Pinterest ads, TikTok ads work,
That is a long lever that we can
pull whenever we need it.
So I'm working on it.
I want to do a two phase,
like a seven day sprint,
because every time I do a challenge for
thirty days, I get worn out.
They get worn out.
It's too much with the option for a
longer twenty eight day.
Uh, I'm, I'm laying the framework out now.
Obviously best time to start is today,
but I'm looking at January first and it's
free.
It's just, Hey, I'm going to put my,
what I'm doing, my experience out there.
You,
Jimmy McKay love building in public and
I'll just share.
And we'll be like, look,
let's see what's working.
Let's see how we,
we craft the narrative yesterday.
Yesterday I shared two Facebook posts,
let's say out of five.
I intentionally wanted engagement.
That was the point of the post.
Give me comments, give me engagement.
I talked to ChatGPT,
we worked back and forth brainstorming.
I think one of them is at like
three hundred and fifty comments in less
than twenty four hours.
The other one's at like two hundred and
eighty comments in less than twenty four
hours.
And when you look at my other posts,
they get a lot of views,
but very few comments like zero.
OK,
so what was the was this a video
or was this text or what was it
and how'd you do that?
So still photo.
In fact,
I'll pull it up while we're talking.
It was just they were both photos.
They were actually photos I harvested.
That's an important word.
I harvested from one of my Facebook
groups.
I went back to two thousand nineteen.
I grabbed the photo.
I asked Jack to make an engagement based
post for this photo.
I said,
I want to get a lot of comments.
and so that's what we did um we
posted it and like i said the the
rest is in the analytics i'm pulling it
up now i'll share it as soon as
i get it smart man i mean so
there's a lot you can learn again looking
at someone like neil patel i think this
is a great time of year people love
to go backwards and look at those things
So I'll ask a few questions when you're
done, but I've always said to people,
if you released a video,
eleven and a half months ago and it
did well,
and it's evergreen material,
why wouldn't you release that video again?
Why wouldn't you take that and do the
new version of the new spin on that?
Let's see what we got here.
All right,
so these are the ones I posted after
the main engagement.
And I didn't focus on engagement for
these.
So like, you know, two point four K,
three K, four K, three K.
And I mean, zero comments, two,
two comments, zero comments.
That's pretty typical for me.
Here are the two main ones.
I see a lot of variations of incision
closures.
And I basically just said, say,
what did your surgeon do?
Did they use staples?
Did they glue it?
Or did they do something else?
Fifty three thousand views.
Three hundred and five comments.
The other one.
Quick question for those of you who had
a knee replacement.
Oh,
how did you schedule your outpatient
therapy?
Like these aren't even exciting questions.
yeah but basically i'm asking did you
schedule it did somebody on the surgical
team schedule it for you fifty seven
thousand views three hundred and sixty
three comments like that's so smart in my
opinion not sure my camera's fuzzy there
we go um that's so smart because i've
never had surgery
People who have...
This is like running a marathon.
It's the thing you're going to talk about.
Kudos to the surgeon who actually starts
coming out with...
I had a knee replacement and all I
got was this stupid t-shirt and a new
knee.
T-shirts as you are wheeled out of the
operating room.
People...
I'm not going to say love talking about
it.
They just do.
Well, my experience with my,
this is a traumatic thing and people talk
about it a lot.
So you didn't even, I'm not even sure.
Did you even say, Oh yeah,
I guess you didn't say the words that
like comment this, you know, just like,
how was your experience?
You cracked,
you made the door a jar and people
who've had surgery, they walk through it.
Yeah.
Yeah,
they're chomping at the bit to give their
two cents, to make their voices heard.
I don't even know that I read the
full, like, it's literally, can you,
I'm going to share it.
Why is it not up there?
There it is.
Oh, no.
Here, I'm going to switch over.
I want to show you guys a different
screen real quick.
Pop that up.
Can you see that, Jimmy?
Yeah.
Okay, so this is all it is.
I see a lot of variation with incision
closures after a knee replacement.
This surgeon used staples.
Others used glue.
What did your surgeon use?
And how did it affect your recovery?
Yeah.
Now, like I said,
this wasn't even my photo.
I've got thousands of these photos, but...
I just went into my Facebook group.
I grabbed the photo.
These are publicly available images.
Now, I did put a disclaimer.
When you join my Facebook group,
your images are subject to be used
publicly.
But I do go back a couple years
just so that maybe people forget whose
images these are.
But if I was new and I had
no audience and I had nothing,
I would take the risk of harvesting photos
from publicly available sources,
putting them out here and using them.
Wow.
you're showing the power we mentioned this
the power of attention right and not just
a couple days ago i am not a
i am not a fan of pugilism i
don't dislike it that's uh fancy talk this
latin for boxing but this guy i want
like he wants you to hate him i
am flashing uh not not the gentleman on
the right breaking the guy's jaw on the
left into in two places we're talking
about jake paul
And people are like,
he's not a real boxer.
I'm like, I don't know.
Looks like he got his real face really
punched.
And the numbers I was seeing,
someone was breaking down the math.
It was like he earned ninety three
thousand dollars.
Ninety three thousand dollars a second or
something in total revenue for how long he
was fighting.
He makes you he makes himself the heel.
Right?
Which is if you're not like a WWE
fan or WWF fan for back in the
day, it's whoever was fighting Hulk Hogan.
Make that guy.
He's as egregious as it can be.
Hate him all you want.
I'm in the background clapping.
I don't like boxing,
but I'm watching what he's doing.
So for people who don't know,
Jake Paul sets up these boxing matches
with former pros and...
I don't even know who this guy was
that got paid fifty million dollars to
fight him.
But it's showing you that attention is
actually the product.
Did you see this new thing showing you
more now where I think some even big
companies just take way too long?
YouTube allows you to create clips in
YouTube creator studio.
How new is that?
I never even saw it.
All of a sudden I was like,
what's this button?
Yep.
So you got that too?
Because sometimes they'll roll out
features quietly to a select group,
which is smart, which is stealth.
I just noticed it two, three days ago,
but it might've been sitting there for a
while.
It's pretty cool.
Yeah.
I just noticed it just like you randomly.
I was like, oh, it's a new button.
Click it, look at it.
My understanding,
and I never ended up using Descript,
but like Descript is a software that if
you edit the text,
it will edit the video or the audio.
Yes.
From the clip tool,
I think you can go through and like
search the text, chop the text.
You can edit the video based on what
you're doing to the text.
There's a lot of functionality there,
I'm sure.
I just haven't had the time to play
with it because I just saw it like
two days ago.
Yeah.
So essentially what you can do is I
think I've got the wrong one.
No.
Oh, that's a clip I created.
So I could create video clip.
It will give me some suggested ones,
which already puts it.
Yeah.
Fifty miles.
Well,
you could take a clip from any moment.
Yes.
But like,
I don't want to watch this episode again.
Listen, I talked to Dave and Tony once.
I don't have to relive it the entire
thing again.
Right.
It will give you suggested clips.
And then just like you said,
it will give you like this one's from
this is like us reading a quote from
Ben Galen.
And if I want to shorten it,
I literally just highlight like I'm
editing a Word document.
where I want it to begin and end,
create draft,
and it'll create the clip for me.
Why is this such a big deal?
Pretend someone has no idea why this is
a big deal, Tony.
Why is this a big deal?
It just speeds up the workflow.
Like we're going to create an hour of
content today.
There are going to be clips within this
hour that are far better than the full
hour as a whole.
The, the, you know,
some value of the parts is greater than
the whole.
Um,
so now we could go back in and
I can be like, ah,
Jimmy said something about Neil Patel.
I do control F Neil Patel.
I find that I clip that part of
the video and I publish it as a
new piece of media.
I explained it to people, I was like,
listen, your website, whatever is here,
it's the palm of your hand.
And then these fingers are all different
ways to extend to the world.
Organic social, paid social, email,
all the different ways, right?
But you can also change this to long-form
content.
Your long-form content could be your
destination or never even publish the
long-form content.
Have the conversation and then be able
to... The thing is, this is available.
There are opus clips.
There's video AI, right?
This is embedded in YouTube.
What I said at the intro to the
top of the show was,
this should have been there two years ago.
Like...
If you work at YouTube,
you should have walked in three years ago
and been like, hey, everybody,
this is CapCut.
Can we produce something that's one one
billionth of good as good as this?
And they finally sort of did like this
is a great first step.
But like you're still like CapCut is still
fifty miles ahead of you.
But hey, look,
good to see the moving in that direction.
Yeah, but this is just like Google had,
you know,
chat GPT sitting on servers for years,
never put it out.
Doesn't mean they don't know.
Doesn't mean they don't have it.
Doesn't mean it doesn't exist.
What?
They're just waiting for the right moment.
Yeah.
And then OpenAI comes out,
puts ChatGVT out,
which they don't even expect it to go
as crazy as it did.
And then Google plays catch up after.
YouTube at the level of YouTube,
it doesn't have the quickness.
That's why a business like mine is so
much easier to be successful than a
business like ATI.
I can make a change tomorrow that's going
to affect things that day.
ATI is too big to do that.
NovaCare, Select,
there's just too much behind them to make
those changes.
I guarantee YouTube knows everything that
would make them better.
They just can't roll it all out.
Drew Cruz saying,
it keeps you from having to use different
software.
Why let me leave the ecosystem?
Sure.
Right,
like why make me leave the ecosystem?
Now it's embed,
because what my process would be,
we record on StreamYard,
we broadcast these live,
so we'll say there.
So my video is already on YouTube,
but for me to get clips,
I've got to download that video,
upload it to Opus Clip or Video AI
or whatever you're going to use or
Descript.
Then I've got to do some stuff.
Then what am I going to do with
those clips?
Now I've got to go back to YouTube
to share it as a short.
This is your guy.
You're saying you want someone to show you
how to use paid ads.
He's been doing it, I think,
since we were in PT school together.
Fact check me on that, Will.
So I'm going to share something that I
was in a conversation late last week
that's going to make Will's head explode.
A great office manager,
married to a therapist.
They own a practice.
They have three.
Well, I think they had two,
and then they just hired a new therapist.
pelvic floor based therapy.
They're selling visits for two hundred and
fifty dollars a session.
They're doing a great job.
Two of the three are full.
The new one isn't ramping up as quickly.
Two things now that that jumped out at
me in this conversation.
One is they're thinking about adding
Medicare because they're not busy enough.
I'm like, how are you doing?
You have three pelvic floor therapists and
You're doing two hundred and fifty dollars
a session already.
How are you even considering going to one
hundred dollars a session and all of the
compliance burden of Medicare?
I love Medicare for what I do,
not for what they do.
So that one caught my attention.
The second one was.
They were frustrated because most of their
plans of care are three visits and then
the patient falls off instead of the ten
to twelve visits they want the patient to
do.
Again, I'm like,
you're going to cut your income by double,
triple.
Yeah, the patients are going to come more,
but who cares?
You're making a fraction of the money you
would make.
This is not a problem that needs a
Medicare solution.
This is a problem that needs a marketing
communication solution.
And so that was really what turned the
lever for me to be like,
I can't let all these therapists,
because this was one of two pelvic floor
therapists who were struggling to sell
these visits when we know other therapists
that are doing five hundred dollar
sessions.
So
I thought,
I think this is the same post I
was reading.
I feel like you went through the math
better in the post.
You were like, Hey, listen,
what you're willing to do is correct me.
You were like, Hey,
you have an empty slot worth two hundred
and fifty dollars.
And I know the impulse is to sell
it for a hundred dollars because a hundred
is more than zero.
But if you start taking hundreds,
when are you going to be able to
get two fifties again?
Right.
But like, I need people,
I need people to hear that and understand
that.
Like you're stepping over dollars to pick
up dimes.
Yeah.
Get the message out.
I've got two different,
but we'll talk about that later.
But, but did I have that right?
Like, I know that you are paying,
you are paying a hundred and fifty dollars
to collect a hundred dollars.
Yes.
Because you should be collecting two fifty
in total.
Correct.
So why aren't you working?
Why aren't you doubling down on being able
to fill the two fifty?
That's worth two fifty because you've
decided and other people have decided like
this is almost a slap.
This is like when you go to start
a checking account at a new bank and
they give you a toaster.
And then two years later,
they're giving other people toasters and
they're giving you two and a half percent
interest.
Do you know what I mean?
It's like,
why was I why was I worth the
toaster two years ago?
But now I'm not worth, you know,
a set of steak knives,
nothing because I need to get you in.
Right.
So it's almost a slap.
It's like to everybody who walks in is
paying two fifty.
Oh,
we sold it to this person for a
hundred and fifty or a hundred.
That's a rate.
That's where I want people to understand a
lot of these cliches that we use,
because I have to remember,
like sometimes people don't understand
these phrases.
That is what we call a race to
the bottom.
It's like, I'll just keep, well,
if you won't pay that,
I'll just drop it.
It's like, dude,
you're just talking to the wrong,
you're selling the wrong thing,
the right thing to the wrong person or
the wrong thing to the right person.
But decide, choose your heart.
Like I ask it in a different way.
Whenever,
it doesn't even matter what I'm talking,
who I'm talking to or what their product
or service is.
Um, who do you need more of?
And they go, what does that mean?
And I never,
I never answer their question.
I just ask another question.
That's again, I'm like,
when this person's walking in your door,
if you had a tail,
it will be wagging.
Now tell me who that person is.
And they're like, Oh,
once you frame it that way, like, Oh,
you're a mom.
So you just gave birth and I want
to get back to marathon running.
And what are you selling this to get
them back?
What's that worth?
Well,
we have some people pay five hundred,
but not everybody.
And I go,
then find more of the people who want
to pay that.
And I know this is counterintuitive to
like our Peace Corps gene.
I get it.
I mean,
I was in interaction with someone on
LinkedIn the other day and they were like,
everybody deserves great care.
And I was actually using ChatGPT.
I'm like, I agree with his argument,
but something doesn't smell right.
And ChatGPT was like,
it's because they're using logical
fallacies.
I'm like, oh my God,
I'm falling for them.
I'm falling for them,
falling for the logical fallacies.
So you know what's brilliant,
and I'm sure people watching this are
doing this,
but I know there's a lot of people
who don't.
I create posts.
Midway through the post,
my brain shifts gears.
I know that's a problem for me,
but I never had a tool before to
analyze, proofread,
and help me organize my thoughts.
Guess what?
ChatGPT comes along now,
and this is basically how I do it.
I write the post.
I copy it before I publish it out
of Facebook, throw it in the chat GPT,
say, hey, I need you to analyze this.
You know,
tell me if the logic makes sense, blah,
blah, blah, blah, blah.
It has really helped my thought process
and clarifying like, oh, you're right.
So and I'm surprised you didn't comment,
but maybe you didn't see it.
Did you see the post on my personal
feed where I said, hey,
we can monetize our physical therapy
visits with media instead of insurance
reimbursement?
I would have jumped all over that.
Yeah,
we've talked about it a hundred times.
One comment that came in,
and I appreciate this guy's comments every
time he shares them.
He was actually a professor of mine.
We were probably about the same age in
school.
We see the world through very different
glasses, but nonetheless,
he is a great therapist.
I respect his ability as a therapist.
I understand his position.
He's a cash-based therapist.
And so real quick,
I'll read his comment and then we'll
discuss it.
So my post was,
don't even waste time with insurance.
Like you said,
why are you picking up pennies when you're
stepping over dollars?
Just look,
you can make a thousand dollars a visit
if you monetize with media.
It's very simple.
And he said,
physical therapy isn't social media or
products.
It's hands on critical thinking,
patient education experience.
It baffles me how you claim to deliver
quality care in your practice while
simultaneously suggesting to reduce our
profession to becoming an online shill
like a free social media company.
Why not focus your brilliant marketing
skills, thank you very much,
toward advocating fair,
that always gets me,
fair reimbursement for our great
profession that is proven to reduce
downstream healthcare costs for a wide
variety of musculoskeletal conditions.
So first off the top of your head,
what are you thinking?
Well, fair.
And if we really did reduce costs,
insurance companies would be leaf
blowering money at us.
Right.
But that's not the game that they're in.
We are never going to win that game.
Sorry.
Yeah.
So, so when something doesn't make sense,
logically to me, that's another example.
I put that into chat GPT and I'm
like, what am I missing?
What am I missing?
Right.
Yeah.
If there's so much research out there on
why physical therapy or how physical
therapy saves downstream healthcare costs,
how it avoids surgery,
how it does all this stuff.
The people paying should be more motivated
to use more physical therapy.
That means the insurance companies would
be more motivated to push us to the
forefront of intervention.
But they're not.
Like, why are they not?
Why does this not make sense?
I shared that post.
It was pretty interesting.
There was a lot of good reasons why
physical therapists aren't at the front of
taking care of this kind of stuff.
Back to the original post, though,
and the reply, I said, look,
I understand by fair,
you mean more reimbursement.
You want to get paid more for what
you're doing.
I don't ever use the word fair.
Fair is fiction.
I said,
if you want to get paid more,
that's awesome.
There's already APTA.
There's already UPTA.
There's already organizations far bigger
than me doing things to fight insurance
companies,
trying to squeeze more money out of them.
I think it's a losing battle.
I see no value in that fight.
That's not a fight that I want to
be part of.
You see me because I did.
I referenced Mr.
Beast and I knew that was going to
get people.
I understand you think that I'm saying
that we devalue the profession.
That's your opinion.
Your definition of quality is different
than mine.
I guarantee if this person came into my
clinic,
he would think I'm a terrible therapist.
That's okay.
I'm good with that.
Adam Meekins thinks there are plenty of
other people who are terrible therapists.
That's okay.
I agree with Adam more than I agree
with the other therapists.
But point being,
all I am saying is we have something
of value.
We're choosing to sell it to an insurance
company for less reimbursement than we can
get if we chose to sell that same
thing to a media company,
to a YouTube or to an Instagram or
to a Facebook.
And I showed examples of, look,
here are videos.
I've generated thousands of dollars with
these videos.
The clips are ten minutes.
The clips come from patient engagement.
It is not that hard.
And I have said publicly,
the profit I make from physical therapy
treatment is
has been i'm going to say duplicated not
replaced because i still make profit from
physical therapy but the same net profit i
make from treating a patient and getting
paid by insurance has been generated
through social media so if i wanted to
if i needed to i could flip the
switch and say i'm not going to bill
insurance anymore i'm just going to go
straight media pay let them pay me for
everything
I guarantee it would be an easier path
and probably less headache.
There's just still a little bit of fear
in me that's been instilled.
It's the rope around the elephant's foot.
That's like, you can't do that.
You can't treat,
you can't be a physical therapist without
being licensed and without billing
insurance, like,
or without charging the patient.
Well, why not?
Why can't I, I'm doing, you know,
I'm showing proof of concept.
If you lost your license tomorrow just
because you forgot to pay the fee,
would you be not as qualified as you
are right now?
It's absurd.
Of course not.
If you lost your license because of
something bad, that's different.
If you just gave up your license,
are you suddenly less than a whatever?
If a rose by any other name would
smell so sweet, I'm sure my Mr.
Mooney from ninth grade was mad that I
hacked that up.
We'll continue this conversation,
but Tony, to prove your point,
let's welcome Referral Loop,
PT Breakfast Club,
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I mean, I guess law is tainted.
The practice of law is tainted because I
don't know if you've been...
Anywhere on television for the last twenty
five years, around eleven a.m.
to three p.m., it's just these law shows.
It's Judge Judy, Judge this, Judge Mathis,
Judge Joe Brown.
Law is forever tainted.
They're not practicing law, Tony,
because they're doing it on the TV.
Can't believe that.
Look what happens.
Dr. Pimple Popper.
Oh,
dermatology is forever stained because she
realizes she making more bank and helping
a lot of a lot of those people
like you might not know this,
but I sort of know how shows work.
When she finds someone with a gigantic
lipoma,
the size of a NFL regulation football on
their shoulder,
and they have no nickels to their name.
That's why they have a giant lipoma that's
grown to the football size on their
shoulder.
They fly them to her.
They put that person up.
They do that surgery faux free.
They probably pay that person to be on
that show because they understand.
Jimmy, for some reason,
loves looking at that weird stuff and
seeing what happens.
What is it?
What's in there?
What is it?
Right.
Just this weird.
I don't want to call it morbid.
I just want to call it creepy curiosity.
And she understands that.
I'm sure she took heat because she was
one of the first ones that I saw
doing it.
I'm sure her doctor colleagues were like,
whoa, look at Dr. TikTok over here.
Oh, I got called the other day.
I got called a Timu version of Jimmy
Kimmel.
I could be so lucky.
Are you kidding me?
If I were Timu Jimmy Kimmel?
Trust me,
I wouldn't be doing live streams, right?
We'd have an intern handing me coffee.
Drew Cruz, by the way,
congrats on taking the leap of launching
your own podcast.
I gave him a deadline until December
thirty first.
What's what's Drew saying?
I'm sure I'm sure someone will be doing
a Twitch live stream of patient
treatments.
Jimmy and I have talked about it twenty
times in real life.
Make the insurance make more than the
insurance reimbursement.
My only caveat is PT is a longer
play.
It takes longer to tell the story.
So understand which – you have to segment
the stories.
So that's the thing.
So it's more survivor-ish than it is,
you know, a thirty-second short clip.
Um, but absolutely.
Like there are so many,
so many of these examples that have been
proven in the past that come into it.
And again, I just, I don't understand.
This is something that I would put into
chat GVC because I don't understand the
disconnect between you've got a group of
therapists who don't want patients to pay
for anything and think it's immoral,
unethical to charge patients, uh,
in addition to what Medicare, Medicaid,
or their private insurance will pay.
I provide them a solution.
I say, hey,
we don't even have to charge anybody.
We can make it completely free to the
patient, to the insurance company.
We can eliminate all the insurance
regulation because this was one of the
things I said.
I was like, look,
as long as you're billing insurance,
you are subject to the insurance policy
coverage guidelines.
This eliminates all of that.
I could bring services to the people who
would never in a million years be able
to come see me.
And now you're having a problem with this
in some other way.
It reminds me of the Mr.
Beast where he gave vision to blind
people.
I don't remember exactly what the
procedure was.
And he was being called out for exploiting
the individuals who he paid for their
surgeries.
He dug wells in Africa.
I think he did a hundred wells in
Africa to bring clean water.
And dude took heat, which if anything,
if you learn anything from those two
stories,
it's you will be pissing someone off no
matter what you do.
Get out of bed.
You're going to piss someone off.
Stay in bed too long.
You're going to piss someone off.
Here's my new idea for twenty twenty six.
Since I've been more and I want to
see if we'll still there with his thoughts
and I want your thoughts, Tony.
Since I've been more active on LinkedIn in
the last couple of weeks,
I'm getting more people being like, huh?
Sounds like this guy might know what he's
talking about.
Spoiler alert that's remained that remains
to be seen, but we'll figure it out.
Right.
People are now, can I pick your brain?
Which Tony's solution is Clarity FM,
which is a link that says,
we're going to set up a phone call
and you're going to pay me by the
minute because picking my brain ain't
free.
Otherwise, you see value there.
So I have two options.
Clinics,
product companies have been coming to me
and saying, hey, Jimmy,
we're wanting to break into the rehab
space.
Feels like you talk a lot about this
and people pay attention to you because
they're paying attention.
I now have two options in twenty twenty
six.
One is four hundred and fifty dollars an
hour.
You get me for sixty minutes.
I do no research on your company.
The camera turns on.
I start the clock for sixty minutes.
If you're a business and you actually
value my time and insight,
four hundred fifty bucks feels like a
layup.
And I'll give you the transcript of the
call and I'll just verbally process for an
hour.
And then if you want to hire me
to do whatever,
I'll knock that four hundred fifty bucks
off of whatever I want to charge you.
That's option one.
Option two, Tony,
you already know what it is.
I'll sit down with you for an hour,
but we're live streaming it.
And I keep all the content and I
keep the attention.
We don't want to give our idea away.
Someone's going to steal it.
First of all, no, they're not.
They still have to execute on it.
And if you're so great,
why haven't you executed already if it's
so easy?
Or you have this inside track.
Well, we can't do that.
Great.
And the answer is
If my time is worth it.
Look at all these degrees I have.
I'm super smart.
No, you singled me out.
So you're telling me your time and my
time combined for sixty minutes is not
worth four hundred and fifty dollars.
And suddenly that math maths.
But here's my pushback to Drew.
I'm sure someone will be doing a Twitch
live stream of patient treatment as IRL
stream and make more from that insurance
reimbursement.
Why isn't Drew?
Are you waiting to be fiftieth?
And I'm not singling Drew out.
Drew's a solid dude, right?
We're just going to wait for it.
This is Roger Bannister.
And for those of you who don't know
who Roger Bannister was,
he was the first person to break the
four minute mile, which, by the way, Tony,
I don't know if you've read was impossible
to do.
A human heart would explode.
Also, what was her name?
Rosie,
who ran with the first female to run
the Boston Marathon.
Doctors learned, learned medical doctors.
said that a female's uterus would fall out
of her vagina if she tried to run
twenty six miles.
And I don't know if you've seen Tony,
but I believe more marathon finishers are
actually female than male with no with to
my knowledge,
no uteruses have fallen out on any
marathon course.
But my point is to Drew,
who's sweating now.
It's just about being first.
Who's going to be the first Judge Judy
in PT?
I think it's Tony.
Yeah.
So to support Drew.
I go through this constantly.
Because it's hard.
Why isn't it me?
Why don't I give up my license?
Why don't I move out of this world?
Because it's scary.
And you paid a lot of money.
You worked really hard.
By the way,
whenever you talk about the woman marathon
runner,
these are the guys coming out trying to
tackle her to get her off the course
when she's running the marathon.
You know that story, right?
Yeah, that was what I was talking about.
I said Rosie, but it's Catherine.
Yeah.
I don't know why I said Rosie.
So anyway, I totally empathize.
Why don't I, me personally,
do all the things that I suggest?
Because I'm afraid to.
I'm worried about it.
I've got a family.
I've got kids.
I've seen what it's like when you try
to change things and that loud minority
comes after you.
I've seen people get basically run out of
their profession, close their business.
it's a scary thing.
And we do live in a world right
now where you have a big target on
your back if you're trying to make things
better in a certain way that a certain
community doesn't agree with.
It's hard to convince someone of something
when their salary is dependent upon them
agreeing with this.
That's what we're saying.
Tim Fox started Fox Rehab plus years ago.
And this is back when there was no
control F of a PDF on Medicare rules.
And he was sitting around going,
why do these really deconditioned older
adults never get PT?
Are they just lazy?
And then he was like, okay.
He like went to,
he went to a doctor's office.
I believe I might be like hedging the
story, but it was like, he asked,
I want some referrals doc.
So that's traditional.
But then he said,
I want your toughest cases.
And the docs were like,
That's weird.
People want the easy ones to make the
money.
He's like, give me your toughest.
Give me the ones that you think are
beyond hope, essentially.
And then he was waiting at his office
for them.
And they never showed up.
And they're just like, where are they?
And he realized they're so deconditioned,
getting to my office is not possible.
So he's like, well,
why don't we do what the old doctors
used to do?
They used to grab their leather bag and
they used to walk to someone's house.
That makes more sense, right?
So he would do house calls.
And then a large,
I wasn't in the profession then.
But people said, that's illegal.
We're going to take your license, bro.
Hey, everybody, grab the pitchforks.
Grab the torches.
Let's go burn this guy down.
He's doing something different.
We're a profession that wants to be
innovative.
But look at this guy doing something
different.
Ban this man.
And then he was like,
but I hired a lawyer.
I went to the, he's like,
he tells the story.
I went to the library.
Kids, that's a building filled with books.
And he looked up the regulation and it
was like, I can do Medicare Part B.
Doesn't show me where I have to do
it.
Why does it matter?
Now they're in.
Seventy eight states.
OK, maybe that math is high,
but there are a lot of states and
they provide PTOT and speech to older
adults.
But they wanted to set him on fire.
Why?
Because he was different.
People want you to do better.
Just not better than them.
Yeah.
Everybody was like, ah, the Yankees,
they can't win in the eighties.
Then they won in ninety six.
Everybody was like, hey, that's great.
They deserve that.
They've had a good solid run where Don
Mattingly couldn't get it done.
Then they want a second one.
People were like, screw these guys.
We hate these guys.
They're rigging the system.
These guys suck.
They want you to do well,
just not better than them.
And this Tony flips it and it touches
people's emotions and they don't like it.
Period.
Hard stop.
Yep, agreed.
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Love it.
Dave would chime in.
This is why in every Facebook group
related to PT now allows anonymous posting
because they're like,
you know people are bitching and that's
the only way they're going to do it.
I understand it.
It's just like...
I don't know, half the time, I'm just,
whatever.
All right, we got six minutes.
Do you want to go to the mailbag?
Yeah, let's do it.
All right, let's go.
Where are we?
Steven, long time watcher,
slightly panicking though.
I'm a clinic owner who's finally built an
audience.
Now everybody wants me to sell something.
What if I don't actually want to be
an influencer?
I did not plan this one.
What if I don't want to be an
influencer?
Does that accidentally happen?
Is it like accidentally becoming jacked?
Like, oh,
I lifted three weights and look at all
these muscles.
They're way too big for my suit.
So clinic owner who finally built an
audience.
Now everyone wants me to sell something.
What if I don't want to be an
influencer?
I would say, then don't sell anything.
I would also say the thing to strive
for,
somebody called me a physical therapy
influencer once as I was walking on stage
at an event.
And I'm not saying this to look like
I'm so grounded.
It made me a little nauseous.
Here's why.
My entire podcast for the last decade is
built on me sitting next to smart people,
asking them questions,
and then shutting up long enough for them
to answer.
I would say most of the people in
PT or any profession who are actually
smart,
influential are the first when i ask them
to be on my podcast go oh god
you're so kind i don't really have
anything to add i'm like well the forty
two papers you published say otherwise
that were you know are being raved about
so i would say to this person steven
if you don't ever wants me to sell
something say no right but you already are
selling something because you said you
built an audience i'm assuming that's a
social media audience you are doing a
great job of promoting the profession
It doesn't need to be on Capitol Hill.
There's advocacy at work.
Second one was from Mark from Phoenix.
My clinic is slow every winter.
Is this normal or a sign we built
a fragile business?
What would you say to that?
Or is it just cycles?
I would say it's cycles, right?
We live in a society that is based
upon insurance and it runs out or it
gets whatever at the end of the year.
So that's why part of you is saying,
hey,
make sure you use all your benefits before
the clock resets at midnight.
So Mark says,
my clinic is slow every winter.
Is this normal or a sign we built
a fragile business?
Where is he?
Phoenix.
Okay.
I mean, like you said,
every business is going to have cycles,
every business.
So now that you know it,
you plan for it.
Like when we were in Florida,
we saw thirty percent of the patient
caseload in August,
September that we saw in January,
February.
We knew that was going to happen because
it happened every year.
That was not that we had a bad
business.
Maybe we chose a tough industry,
but every industry is going to be tough.
So what we did was our staff,
I said, Hey guys,
this is your time of year.
If you want to go pick up PRN
at the hospital,
you want to go pick up PRN at
home health.
You're going to make double or triple what
you're making with me.
It's going to save me.
I will pay you.
But if you're going to go work somewhere
else,
And then on the flip side,
that's where we're like, hey,
we've got this space.
There's still residents here.
Let's do other programs.
We started the wellness program.
We started some nutrition stuff.
We started other things outside of direct
physical therapy that allowed us to
monetize those slow days,
those slow weeks and months.
There are, we should do it,
I could do an entire episode on this,
and I should do a video on this,
of companies that started with one
product, and by now that you know them,
they are not that product.
Nintendo was a playing card company.
Playing cards.
And then I'll, what I mean,
this could be a great,
like just steal the strategy or look at
this.
It's sort of like NPR is how I
built this.
It's like they wanted people to play games
and they were doing that.
So they sold cards and then something
happened.
I don't even know the story,
but this is making me want to do
it.
Something happened.
Sales dipped.
Another company was selling more cards
because some guy's uncle, you know,
owned a toy chain of toy stores.
Doesn't matter what they do.
Did they bitch about it in a Facebook
group?
Spoiler alert,
there was no Facebook group back then.
They changed their business model.
Do you think all the other playing card
or board games producers went over to
Nintendo with pitchforks and torches and
was like,
you've urinated on the sanctity of playing
cards?
No, they didn't give a shit.
They went, hey,
great idea to not go out of business
because you weren't selling enough playing
cards.
You shifted your business.
Oh, but we're healthcare, Jimmy.
We're different.
Are you?
Help me understand that.
Why are you so get off your high?
This is like the same people who will
tell you that you're like the professor
you're talking about,
like you're not a great therapist and
you're turning this into a shill will also
be the first person to bitch how he
doesn't get paid enough.
Right.
We should be reimbursed more.
Well, then insurance doesn't respect you.
Don't sign the damn contract.
The people who say insurance needs to pay
us more and they signed a contract are
the same people who say you signed your
student loan, pay the contract.
Yes,
they make the best games of the eighties.
Parting shots.
There's a song.
I don't know what the song is.
Something about like, I was better.
I'm better now than I ever was.
Or I don't know.
Talking about Mario specifically like
traditional Mario.
I was playing with my kids in the
basement around the holidays and
I thought I was way,
way better than I actually was.
I thought I was going to crush my
kids.
They were like, oh, what's this game?
Holy cow.
I'm terrible at Mario.
I don't know if I just lost the
hand-eye coordination.
Anyway, that was my parting shot.
It's the holidays.
Go enjoy family.
Enjoy friends.
Do the things that you do with them
in real life, not on social media.
And I know we're not going to be
on Thursday.
So what are you doing for Thursday?
Uh, Thursday.
Well, today's my dad's birthday,
which I always felt bad for my dad,
even as a kid.
Cause I was like, oh man,
like it's so close to Chris.
He loved it because he was like,
our family was across the country.
So everybody was always together for
Christmas.
So I was like, oh yeah,
you always got a family.
birthday cake and there was always family
it wasn't about get it was never about
gifts for my dad was like look everyone's
here but if i was born in june
i'd get a card or a call he's
like i sort of like this better uh
so i'm gonna pick my dad up from
where he's living we're gonna i mean i
don't know if you notice i didn't stand
it uh jimmy's not so great at uh
making christmas trees perfectly stand up
straight we'll work on that i'll get on
that even plugged in there's no lights
I know because it fell over in the
middle of the night.
I was like,
am I getting broken in with?
I came out,
saw the tree on the floor,
water everywhere.
You know what I did, Tony?
Went back to bed.
That's a tomorrow Jimmy problem.
Quick question.
Did you only hang ornaments and lights on
the front or did you go all the
way around?
Oh, I go all the way around.
Okay.
Like ornaments will go over when you only
do the front.
yeah yeah no ornaments i'll go like eighty
percent like i won't do it on the
straight back but i do have one of
those like stick lights that's on the
floor so it makes the whole tree glow
it doesn't glow when the tree is on
the floor though again three o'clock in
the morning i thought i was getting robbed
nobody wants to come rob jimmy the tree
just fell over uh ben galen happy holidays
see you in twenty twenty six we might
be back between now and twenty twenty six
right there's a week yeah you and dave
will do tuesday i'm gonna be out
I would say choose your heart.
Listen,
and if you're raging against something,
put that argument in the chat GPT and
ask yourself, ask it honestly.
Are there logical fallacies at play?
Be open to being...
Wrong.
Be open to being wrong.
I was going to say something different,
but I'm not.
I'm going to say be open to being
wrong.
All right, we'll see you guys next week.
Happy holidays.
Good show.
That's it.
We're out.
Boys, what the hell are you doing?
Follow Tony Maritato 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 PG Podcasts on
YouTube, the socials,
and wherever you binge podcasts you
pretend are for CEOs.
And hey, just a reminder,
none of this was for advice.
This was for entertainment only.
Our lawyers say that counts.
Thanks, Keegan.