WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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Good PT morning to you.

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The only morning show here at PT Breakfast

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Club where we talk about business

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marketing in the profession of rehab

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without pretending everything's not on

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fire.

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Today we're getting into where ad money is

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actually going in twenty twenty six and

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where your ad money should be going.

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Why YouTube just handed busy clinicians a

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massive shortcut that should have been

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done a year ago.

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And a January experiment that might help

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clinics survive the slowest referral

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months of the year.

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That's Tony's idea.

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Coffee in hand, opinions ready.

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But first, Tony, of course,

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we start the show.

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You have to pay some bills, Tony.

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You got to make sure the sponsors...

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We always have to keep the sponsors happy.

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So welcome a new sponsor to the show.

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This one is NoteScribe Plus.

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A lot of AI NoteScribes sponsoring the

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show.

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They understand what the attention here at

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PT Breakfast Club means with our audience.

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NoteScribe Plus,

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the documentation system that promises to

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save you time.

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by making your notes longer, slower,

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and emotionally draining.

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With NoteScribe Plus,

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every sentence includes medical necessity,

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legal defense,

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and just enough ambiguity to keep you

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nervous.

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NoteScribe Plus, charting so thorough,

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you actually forgot the patient's name.

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Learn more, write more, not better.com.

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NoteScribe Plus is a good one.

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Did you like that graphic?

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It's just like infinity,

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just nothingness there.

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What I like is so many of these

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are so true to life.

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Like one of my favorite Simpsons quotes is

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it's funny because it's true.

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Because it's true.

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Yeah.

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And that is absolutely like I look at

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my AI scribe documentation and it's

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awesome.

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No human could ever do that.

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But it's gotten to the point where now

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this becomes the new norm.

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A reviewer looks at my notes,

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looks at somebody else's notes and says,

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you suck.

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Tony's doing it right.

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But it takes me a tenth of a

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second to push go and I'm done.

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I forget what Facebook group we were in,

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but someone was like...

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a lot of these notes are sounding,

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they're starting to sound really human.

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And I was like, well,

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that's funny because most of the people,

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most of the notes I've read written by

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humans, you're trying to sound robotic.

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Like that was the problem for me.

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I had a degree in journalism.

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So I was like supposed to like facts,

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but also tell a story.

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And here I'm supposed to like Hoover

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vacuum out all the humanness to this.

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And I was like,

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I don't know how to do this.

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So it was very confusing to me.

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All right,

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let's kick it off with the first story.

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You know Neil Patel.

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How would you describe Neil Patel?

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I just know him as a guy who

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just sort of seems to know stuff about

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the social media, media, money,

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all those things.

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But what's his title?

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I would call him an SEO expert.

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I would call him a marketing expert.

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He's in that world.

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Yeah.

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All right.

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So Neil Patel, he like go follow him.

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Even if you never buy any of his

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products,

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that's sort of like ninety percent of his

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pitch,

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although he does have a bunch of really

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great tools.

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One that I use,

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I would say semi often,

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which is answer the public dot com.

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It's a it's a great tool.

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Just go play around with for the next

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second.

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You'll figure it out.

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You know that, right?

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What's that?

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You know, he bought that site.

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Oh, he bought it.

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I thought he made it.

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No.

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So that site was an existing site.

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Somebody else had it.

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He had a keyword research tool that he

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had created.

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I can't remember the name of it.

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And then he went out and I think

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it was a seven million dollar purchase,

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purchased keyword or what was it?

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Ask the public.

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Answer the public.

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answer the public and then brought it in

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under his system.

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And basically it was a way to support

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his agency business.

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He has like seven hundred and fifty agents

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working under him,

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tens of millions of dollars.

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And so, yeah,

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that was a site that he purchased.

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He made that money back on the second

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day, probably?

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Yeah,

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it was like when Facebook paid a billion

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dollars for Instagram,

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when Google bought YouTube for one point

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two billion.

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Everybody thought the buy was crazy.

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And now they've made their money back so

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many times over.

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So that's what Neil Patel is.

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Neil Patel is sort of like this person

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who tells you he helps you see around

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corners.

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Right.

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And he's always sharing these these.

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But he has access now to massive data

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sets because you just said he has seven

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hundred and fifty agents working

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underneath him.

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He can pull information.

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He can see trends.

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This is why he looks like he knows

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what's happening next is because he knows

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what's happening right now.

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So he shares these great drafts.

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So we'll talk about this.

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And then also you're having an idea about

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a challenge that we're going to do or

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you're going to propose or have proposed

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in our Facebook group.

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He's polling a bunch of people who are

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spending money on the platforms.

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It used to be newspaper, TV, radio,

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Billboard magazine.

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Now it's a bajillion platforms.

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So if you can see the graph on

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the screen, we'll go through it.

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But you see where...

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The people were asking,

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on what platform are you doing?

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Facebook, Instagram, YouTube, and so on.

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Are you decreasing your budget in twenty

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twenty six, keeping it the same,

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or will you have increased it?

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So you're looking for orange and you're

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looking for purple,

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yellow being the middle.

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So you're seeing orange.

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I'm seeing tick tock.

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I'm seeing

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linkedin i'm seeing snapchat almost fifty

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percent increase x an increase in sixty

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two percent although i'm not a math guy

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you could say like the the buys were

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so low maybe in twenty twenty five that

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any increase is gonna look like a giant

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increase facebook is the one that appears

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to be down uh with many people almost

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half staying the same what what do the

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tea leaves look like to you and uh

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tony just looking at this like a snapshot

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I don't know.

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It's the first time I'm seeing it,

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so I don't have an opinion yet.

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Here's how I look.

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I see a lot of orange.

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I see a lot of will increased into

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twenty twenty six again,

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with the exception of Facebook.

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But it might just be saturation.

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Well, OK,

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so my understanding and tell me if I'm

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wrong,

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this is saying where the money is going

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in twenty twenty six.

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Yeah.

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Where will you where will you be

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allocating your and I'm guessing he's got

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some citations at the bottom.

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Because to me,

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this this says Facebook is the place to

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be because, you know, yeah,

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there's a vacuum that's happening.

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Pinterest is another one.

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There's a vacuum that's happening.

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And so it's sucking me toward where is

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the greatest opportunity to spend the

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least, get the most, Facebook.

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uh there was a small but scrappy company

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called girls gone wild back in the

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nineties and two thousands and hate them

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all you want i mean essentially they sold

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like the videos you could find on the

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internet now like you know some would call

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it like inappropriate content essentially

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they would just send these guys were

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content creators before content creators

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were content creators they would send a

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camera crew on spring break

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And then just be like,

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they would just film what was happening

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there and they would share it.

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But then the genius of Joe Francis,

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is that his name?

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Did I just pull that out of?

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I think his name is Joe Francis.

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Someone's going to fact check me,

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but I think it was pretty sure it's

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Joe.

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he looked at the tea leaves just like

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tony did he was like where's my audience

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well they're everywhere he's looking for

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like you know you know nineteen year old

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and twenty five year old dudes and he's

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like where's the ad money the cheapest

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where's the ad time the cheapest so he

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would buy blocks of time at like midnight

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one two three a.m because he's like those

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dudes are home this is pre scroll on

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your phone he's like those dudes are home

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watching whatever on tv

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And he wouldn't run a commercial.

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He'd buy infomercial time.

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He'd run a ten-minute nonstop parade of

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the hits movie trailer.

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So I think that's what Tony is telling

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me.

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Not to invest in Girls Gone Wild.

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I don't think that's a good investment in

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Before we move on,

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this sort of floats into another idea that

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you just kicked out.

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Talk about the January ad challenge.

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Why the average clinician, whether small,

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individual,

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or large organization should pay attention

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to this challenge.

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So yesterday,

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I think it was yesterday you were

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interviewing someone,

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you guys were talking about marketing and

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you were saying how, you know, people say,

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but marketing doesn't work.

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We hear people say physical therapy

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doesn't work.

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I tried it.

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Um, I am a great example of,

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I have never run a successful Facebook ads

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campaign ever, ever, ever.

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Never, never.

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Wait, how would you define success?

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Making more than you spent?

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Making more than I spent,

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getting a new patient.

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Really?

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Really.

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So, you know, but I know it works.

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Like you can't have fifty people.

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This is a lesson I learned a long

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time ago.

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If fifty people are telling you you're

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wrong and these are people you trust,

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you're probably wrong.

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Reassess your position.

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So I know that there's an opportunity

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there.

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I haven't figured out the opportunity.

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I'm the one that's messing things up.

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So I said, hey,

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maybe we'll do a paid ads campaign

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challenge.

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It doesn't have to be Facebook,

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could be Google, could be YouTube,

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could be whatever.

00:09:38.126 --> 00:09:40.149
But the idea is I need to crack

00:09:40.168 --> 00:09:42.191
that shell and I need to figure out

00:09:42.230 --> 00:09:43.072
how to make it work.

00:09:43.111 --> 00:09:46.894
So I'm going to tap the shoulder of

00:09:47.014 --> 00:09:49.157
people that I know are successful in

00:09:49.216 --> 00:09:50.678
Facebook ads specifically.

00:09:51.759 --> 00:09:55.003
We know that Q one is the lowest

00:09:55.123 --> 00:09:56.583
ad cost historically.

00:09:57.043 --> 00:09:58.446
Why help people understand that?

00:09:58.874 --> 00:10:01.115
because everybody blew their budgets in Q

00:10:01.134 --> 00:10:03.294
four of the previous calendar year.

00:10:03.755 --> 00:10:05.975
So everybody saves their money for black

00:10:06.015 --> 00:10:07.876
Friday for the holiday sales.

00:10:07.897 --> 00:10:09.356
They push, push, push, push, push.

00:10:09.897 --> 00:10:11.957
And, and what I do, you know,

00:10:11.998 --> 00:10:15.499
as an arbitrage is, is I say, okay,

00:10:15.658 --> 00:10:18.039
I want to produce a ton of content

00:10:18.100 --> 00:10:19.880
because that's when ads are selling for

00:10:19.921 --> 00:10:20.961
the highest cost.

00:10:21.541 --> 00:10:22.701
At the end of the year,

00:10:22.942 --> 00:10:25.522
I want to buy a bunch of ad

00:10:25.562 --> 00:10:26.763
space at the beginning of the year.

00:10:27.482 --> 00:10:28.947
Buy low, sell high,

00:10:28.986 --> 00:10:30.811
like a very simple principle.

00:10:31.231 --> 00:10:32.595
And so that's what I'm thinking about.

00:10:32.936 --> 00:10:34.479
You're zigging when everybody's zagging.

00:10:34.499 --> 00:10:37.105
Can I tell a real IRL version of

00:10:37.144 --> 00:10:37.365
this?

00:10:38.499 --> 00:10:39.779
So if anybody's from Northeast

00:10:39.799 --> 00:10:40.500
Pennsylvania,

00:10:42.321 --> 00:10:43.761
it's a long winter in Northeast

00:10:43.802 --> 00:10:44.442
Pennsylvania.

00:10:44.623 --> 00:10:45.663
I was there for eight,

00:10:45.702 --> 00:10:47.283
nine years running a radio station.

00:10:47.985 --> 00:10:50.886
And the end, the unofficial, official,

00:10:50.927 --> 00:10:52.847
unofficial end of winter was the St.

00:10:52.888 --> 00:10:53.847
Patrick's Day parade.

00:10:54.208 --> 00:10:55.870
This is a point of pride in Northeast

00:10:55.889 --> 00:10:56.490
Pennsylvania.

00:10:56.950 --> 00:10:58.811
They will tell you some mean up statistics

00:10:58.850 --> 00:11:00.552
about how they have like the second

00:11:00.572 --> 00:11:01.592
biggest St.

00:11:01.633 --> 00:11:03.153
Patrick's Day parade or something.

00:11:03.193 --> 00:11:03.614
They don't.

00:11:03.933 --> 00:11:05.274
But it is a big deal because I'm

00:11:05.294 --> 00:11:05.414
like,

00:11:05.696 --> 00:11:07.096
you're not bigger than Boston and New York

00:11:07.216 --> 00:11:07.817
and Savannah.

00:11:08.245 --> 00:11:11.827
Anyway, radio stations, TV stations,

00:11:12.028 --> 00:11:13.448
all the local media outlets,

00:11:13.469 --> 00:11:15.129
traditional media outlets would always

00:11:15.169 --> 00:11:15.811
have a float.

00:11:16.451 --> 00:11:16.890
Always.

00:11:17.511 --> 00:11:19.332
And then my first five or six years

00:11:19.373 --> 00:11:19.653
there,

00:11:20.113 --> 00:11:21.614
I was either the number two guy at

00:11:21.634 --> 00:11:23.154
the radio station or became the program

00:11:23.174 --> 00:11:24.014
director, the number one guy.

00:11:24.495 --> 00:11:25.655
And every year we'd have a meeting with

00:11:25.976 --> 00:11:26.657
the general manager.

00:11:27.602 --> 00:11:29.004
all the program directors would walk in

00:11:29.105 --> 00:11:31.047
and we'd give Bill, the GM, a pitch.

00:11:31.788 --> 00:11:32.929
Here's how much money I need.

00:11:33.009 --> 00:11:33.990
Here's what I'm going to do with it.

00:11:34.412 --> 00:11:35.393
Here's how much money I need.

00:11:35.432 --> 00:11:36.234
Here's what I'm going to do with it.

00:11:36.354 --> 00:11:37.215
To be in the parade.

00:11:37.274 --> 00:11:38.917
We blew a lot of money for a

00:11:38.976 --> 00:11:39.958
three-hour parade.

00:11:41.490 --> 00:11:42.672
Finally, after, I don't know,

00:11:42.711 --> 00:11:43.852
four or five years of me doing this,

00:11:43.873 --> 00:11:45.273
I'm standing on the parade one on the

00:11:45.313 --> 00:11:45.673
float one.

00:11:45.693 --> 00:11:47.254
You're going, what are we doing?

00:11:47.735 --> 00:11:48.676
So I go into the meeting.

00:11:48.875 --> 00:11:50.277
I position myself in the room to go

00:11:50.397 --> 00:11:50.876
last.

00:11:51.336 --> 00:11:53.099
So program director one goes, two goes,

00:11:53.119 --> 00:11:53.499
three goes.

00:11:53.538 --> 00:11:54.178
He turns to me.

00:11:54.198 --> 00:11:55.159
He's got his notepad.

00:11:55.820 --> 00:11:56.640
Jimmy, what's your pitch?

00:11:57.221 --> 00:11:59.042
And I go, I need ten grand.

00:11:59.121 --> 00:11:59.982
And he goes, OK, great.

00:12:00.423 --> 00:12:01.163
What are you going to do with it?

00:12:01.183 --> 00:12:01.563
And I said.

00:12:03.951 --> 00:12:04.331
Nothing.

00:12:05.672 --> 00:12:09.235
He's like, all right, Jimmy,

00:12:09.254 --> 00:12:09.775
quit being a scooch.

00:12:09.796 --> 00:12:10.456
What are you going to do with it?

00:12:10.775 --> 00:12:11.076
Nothing.

00:12:11.976 --> 00:12:12.258
Nothing.

00:12:12.498 --> 00:12:14.078
I'm going to take thirty three hundred

00:12:14.099 --> 00:12:15.139
dollars and I'm going to spend it in

00:12:15.320 --> 00:12:16.721
April, May and June.

00:12:18.381 --> 00:12:20.303
And I'm going to run and I made

00:12:20.344 --> 00:12:21.725
up like three different initiatives.

00:12:22.264 --> 00:12:23.306
And he's like, but the St.

00:12:23.346 --> 00:12:25.067
Patrick's Day parade and my whole.

00:12:26.120 --> 00:12:29.023
guys there was why yell when everybody

00:12:29.062 --> 00:12:30.744
else is screaming and i said bill he

00:12:31.403 --> 00:12:32.945
everybody was like you can't do that the

00:12:32.985 --> 00:12:34.985
northeast northeast pennsylvania loves

00:12:35.025 --> 00:12:37.427
this parade i said no one will notice

00:12:37.486 --> 00:12:40.109
i'm not there yeah not one person and

00:12:40.149 --> 00:12:40.969
if they do you know what i want

00:12:40.989 --> 00:12:42.509
to do no we were there didn't you

00:12:42.529 --> 00:12:43.570
see us we were doing a thing with

00:12:43.590 --> 00:12:45.030
the thing it was big it was awesome

00:12:45.110 --> 00:12:47.432
everybody loved it no one noticed we

00:12:47.452 --> 00:12:49.594
weren't there and then in april may and

00:12:49.634 --> 00:12:51.154
june when everybody just did what tony

00:12:51.174 --> 00:12:53.176
just said and they blew their budget i

00:12:53.216 --> 00:12:54.876
was the only one standing in

00:12:55.847 --> 00:12:58.469
the town square lighting dollar, you know,

00:12:58.489 --> 00:12:59.668
a hundred dollar bills on fire going,

00:12:59.708 --> 00:13:00.589
come pay attention to me.

00:13:00.849 --> 00:13:01.289
And it worked.

00:13:01.850 --> 00:13:03.149
So we just talked about this.

00:13:03.190 --> 00:13:05.850
Somebody was asking about holiday cards,

00:13:05.890 --> 00:13:07.030
sending, you know,

00:13:07.071 --> 00:13:08.831
presents to physician offices.

00:13:09.351 --> 00:13:10.471
I'm not against any of it,

00:13:10.672 --> 00:13:12.732
but I'm against doing it when a thousand

00:13:12.773 --> 00:13:14.513
other providers are doing it for a

00:13:14.572 --> 00:13:15.874
thousand other specialties.

00:13:16.514 --> 00:13:18.796
i don't waste time spending sending stuff

00:13:18.816 --> 00:13:22.019
to a doctor's office in late december i

00:13:22.038 --> 00:13:24.041
will do it in june july i will

00:13:24.081 --> 00:13:26.143
do it when it's least expected when nobody

00:13:26.202 --> 00:13:28.404
else is doing it now the caveat to

00:13:28.424 --> 00:13:31.048
that is if there is somebody who is

00:13:31.207 --> 00:13:33.750
not receiving something that person who's

00:13:33.769 --> 00:13:36.153
sitting alone at christmas eve with no

00:13:36.192 --> 00:13:38.134
cards no gifts nothing going on

00:13:38.754 --> 00:13:40.758
That's the person you spend the money on

00:13:40.977 --> 00:13:41.859
at that time.

00:13:42.058 --> 00:13:42.340
Yes.

00:13:42.379 --> 00:13:44.322
But if you're talking about a local

00:13:44.361 --> 00:13:46.605
orthopedic who's got fifty providers

00:13:46.745 --> 00:13:48.947
banging on the door to give them gifts,

00:13:49.408 --> 00:13:50.889
now is not the time to give them

00:13:51.110 --> 00:13:52.131
the fifty first gift.

00:13:53.153 --> 00:13:54.154
Can I tell a story of how I

00:13:54.174 --> 00:13:58.038
did sort of like that, but not really?

00:13:58.339 --> 00:13:58.739
Yeah.

00:13:58.778 --> 00:14:00.181
So there's different ideas.

00:14:00.201 --> 00:14:01.081
Like if you're a band,

00:14:01.120 --> 00:14:02.663
everyone's assumed like you're rolling in

00:14:02.722 --> 00:14:02.883
money.

00:14:02.903 --> 00:14:03.984
You're like Scrooge McDuck.

00:14:04.043 --> 00:14:05.144
And that just isn't true.

00:14:05.525 --> 00:14:05.946
It's not.

00:14:06.485 --> 00:14:07.988
So there were a lot of different like

00:14:08.067 --> 00:14:10.149
rules with your record company if you were

00:14:10.210 --> 00:14:10.690
on tour.

00:14:11.706 --> 00:14:14.490
So I knew with certain record companies,

00:14:14.530 --> 00:14:15.513
if bands were on tour,

00:14:15.633 --> 00:14:18.096
they were out of pocket for hotel and

00:14:18.177 --> 00:14:20.519
food on off days, on certain days.

00:14:21.120 --> 00:14:23.024
So I would pay attention to New York

00:14:23.063 --> 00:14:25.267
and Philly concert dates because they had

00:14:25.307 --> 00:14:27.330
to drive through Scranton and Northeast

00:14:27.370 --> 00:14:27.931
Pennsylvania.

00:14:28.972 --> 00:14:30.173
And I would reach out to these bands

00:14:30.192 --> 00:14:30.813
and be like, hey, listen,

00:14:30.833 --> 00:14:33.394
why don't you stop by the radio station,

00:14:33.653 --> 00:14:35.115
play five songs on the radio.

00:14:35.914 --> 00:14:37.395
We'll help sell some tickets for the

00:14:37.416 --> 00:14:38.796
Philly show or the New York show, right?

00:14:38.816 --> 00:14:39.655
We'll jump on the air.

00:14:40.537 --> 00:14:41.856
And then I would always be talking to

00:14:41.897 --> 00:14:43.557
the manager who was notoriously a little

00:14:43.596 --> 00:14:44.957
grumpy because their job is hard.

00:14:45.884 --> 00:14:48.686
And I'd go, I would have trade, a.k.a.

00:14:48.765 --> 00:14:50.105
barter, a.k.a.

00:14:50.166 --> 00:14:53.407
we'd run commercials for local resorts and

00:14:53.427 --> 00:14:55.267
then be able to have that in our

00:14:55.307 --> 00:14:55.727
pocket.

00:14:56.128 --> 00:14:57.248
So I'd say to the manager,

00:14:57.648 --> 00:14:58.807
how many guys you got in your crew

00:14:58.847 --> 00:14:59.408
and your band?

00:14:59.469 --> 00:15:00.349
And they'd be like, ten.

00:15:00.448 --> 00:15:01.149
And I'm like, great,

00:15:01.168 --> 00:15:02.249
I'll give you ten hotel rooms.

00:15:02.448 --> 00:15:04.509
And they were like, what?

00:15:05.009 --> 00:15:05.990
Like to them,

00:15:06.029 --> 00:15:07.791
it was like me dropping a sack full

00:15:07.831 --> 00:15:08.130
of money.

00:15:09.044 --> 00:15:09.565
So I would say,

00:15:09.826 --> 00:15:11.826
can you guys give me an hour present

00:15:12.147 --> 00:15:13.128
hour, a little concert,

00:15:13.187 --> 00:15:14.048
acoustic unplugged.

00:15:14.067 --> 00:15:15.068
You don't have to set your stuff up.

00:15:15.548 --> 00:15:17.711
I will house your band and your,

00:15:17.931 --> 00:15:18.551
and your team.

00:15:18.951 --> 00:15:21.332
I will feed your team and you guys

00:15:21.352 --> 00:15:23.514
give me six songs and I'll, Oh,

00:15:23.533 --> 00:15:25.054
the other thing was Tony,

00:15:25.095 --> 00:15:25.655
do you know this?

00:15:26.515 --> 00:15:28.197
If you go and play a concert at

00:15:28.216 --> 00:15:31.399
an arena and you bring your t-shirts to

00:15:31.460 --> 00:15:35.042
sell, the arena gets a cut, right?

00:15:35.679 --> 00:15:37.741
The arena gets a cut of the merch

00:15:37.861 --> 00:15:38.581
you paid for.

00:15:39.043 --> 00:15:40.663
So I would also triple down and go,

00:15:41.205 --> 00:15:42.706
although you can sell merch on site,

00:15:42.806 --> 00:15:43.706
and I'd wait for him to be like,

00:15:43.767 --> 00:15:44.346
what's your cut?

00:15:44.407 --> 00:15:46.708
And I would go, zero.

00:15:46.990 --> 00:15:48.311
And now they loved me.

00:15:48.331 --> 00:15:49.010
Now they're like,

00:15:49.030 --> 00:15:50.152
you want us to play for three hours?

00:15:51.393 --> 00:15:52.453
And I said, listen,

00:15:53.154 --> 00:15:54.196
you're going to do a show in Philly,

00:15:54.216 --> 00:15:55.476
which is an hour away, or New York,

00:15:55.496 --> 00:15:56.256
which is an hour away.

00:15:56.697 --> 00:15:58.678
Bring a little credit card-y swiper.

00:15:59.179 --> 00:15:59.519
Bring it.

00:15:59.580 --> 00:16:00.039
Sell tickets.

00:16:00.100 --> 00:16:00.461
I don't care.

00:16:01.942 --> 00:16:03.903
More for you doesn't mean less for me.

00:16:04.976 --> 00:16:05.998
So what Tony's saying is like,

00:16:06.258 --> 00:16:07.817
pay attention to what everybody else is

00:16:07.857 --> 00:16:08.139
doing.

00:16:08.438 --> 00:16:09.399
And the minute, like,

00:16:09.418 --> 00:16:10.879
it feels like it's a Yogi Berra quote.

00:16:10.899 --> 00:16:12.780
You know, nobody goes to that bar.

00:16:12.801 --> 00:16:13.341
It's too busy.

00:16:14.341 --> 00:16:15.142
Right?

00:16:15.182 --> 00:16:15.662
Nobody goes there.

00:16:15.682 --> 00:16:16.082
It's packed.

00:16:16.743 --> 00:16:18.203
The minute everybody in a Facebook group

00:16:18.244 --> 00:16:19.703
is telling you this is exactly what to

00:16:19.744 --> 00:16:19.945
do,

00:16:20.804 --> 00:16:23.625
realize that everybody in your geographic

00:16:23.686 --> 00:16:24.606
area is probably doing that.

00:16:25.187 --> 00:16:26.268
Start to go the other way.

00:16:26.548 --> 00:16:28.009
And then you are, by definition,

00:16:29.188 --> 00:16:29.629
innovative.

00:16:29.649 --> 00:16:32.230
Right.

00:16:32.471 --> 00:16:34.611
I like making donations on behalf of.

00:16:35.764 --> 00:16:39.126
I've done that before where a.

00:16:39.187 --> 00:16:40.989
Twenty bucks doesn't stand out.

00:16:41.749 --> 00:16:44.030
And, you know, you know,

00:16:44.051 --> 00:16:45.371
Dunkin Donuts gift card in a box full

00:16:45.392 --> 00:16:46.673
of munchkins doesn't stand out.

00:16:46.993 --> 00:16:48.433
But when you figure out because someone

00:16:48.474 --> 00:16:49.455
posted on their social media,

00:16:49.475 --> 00:16:50.735
they love pets.

00:16:51.135 --> 00:16:51.937
And you're like, hey, just FYI,

00:16:51.976 --> 00:16:53.618
I made a donation for ASPCA in your

00:16:53.658 --> 00:16:53.878
name.

00:16:54.357 --> 00:16:55.178
Just seeing what you're doing.

00:16:55.219 --> 00:16:56.159
And people are like that.

00:16:57.090 --> 00:16:58.533
Boom, that lands.

00:16:59.033 --> 00:17:00.518
Twenty bucks goes a lot further when it's

00:17:00.677 --> 00:17:02.302
when it has meaning attached to it and

00:17:02.341 --> 00:17:03.725
it's not empty calories.

00:17:04.185 --> 00:17:05.107
Nothing against munchkins.

00:17:05.188 --> 00:17:06.191
I do love me a good box of

00:17:06.211 --> 00:17:06.751
munchkins, though.

00:17:08.193 --> 00:17:09.855
So explain how the challenge works.

00:17:10.215 --> 00:17:12.877
So you have a Facebook group, Passion.

00:17:13.258 --> 00:17:13.557
What is it?

00:17:13.597 --> 00:17:16.240
Passion Podcasts, Profits, YouTube.

00:17:16.279 --> 00:17:17.080
Passion and Profit,

00:17:17.141 --> 00:17:18.142
I think is what it is.

00:17:18.882 --> 00:17:19.542
I don't know.

00:17:19.563 --> 00:17:21.263
I was working on it yesterday.

00:17:21.944 --> 00:17:23.945
You are doing a podcast thing.

00:17:24.527 --> 00:17:25.467
I was talking with Andrea,

00:17:25.548 --> 00:17:27.368
who's like a marketing person,

00:17:27.409 --> 00:17:28.710
but she's way more structured than me.

00:17:28.730 --> 00:17:29.170
Yeah.

00:17:29.250 --> 00:17:29.530
Yeah.

00:17:31.291 --> 00:17:32.372
And so, uh, no, no, no,

00:17:32.452 --> 00:17:33.472
not during the podcast.

00:17:33.492 --> 00:17:33.873
Like you,

00:17:34.053 --> 00:17:35.773
you are helping people start their

00:17:35.834 --> 00:17:37.233
podcast.

00:17:37.413 --> 00:17:38.494
I sort of took a bite out of

00:17:38.515 --> 00:17:40.296
what you were doing with zero to paid

00:17:40.955 --> 00:17:42.155
and I'm doing zero to on air,

00:17:42.195 --> 00:17:43.576
which is like, I don't have a podcast.

00:17:43.616 --> 00:17:44.656
I don't have a YouTube channel.

00:17:45.938 --> 00:17:46.897
I'm going to hold your hand.

00:17:46.998 --> 00:17:50.138
You could Google how to do all of

00:17:50.159 --> 00:17:50.338
this.

00:17:50.380 --> 00:17:51.079
You don't need me,

00:17:51.720 --> 00:17:53.040
but you're not going to do it unless

00:17:53.101 --> 00:17:54.401
I put you through eight weeks and then

00:17:54.441 --> 00:17:54.580
I'll,

00:17:54.721 --> 00:17:55.801
I'll get you all through like the

00:17:55.842 --> 00:17:57.041
landmines and stuff like that.

00:17:57.281 --> 00:17:58.242
But while I was doing that,

00:17:58.282 --> 00:17:59.063
that brought this idea.

00:17:59.752 --> 00:18:00.894
I think, yeah, it is.

00:18:01.054 --> 00:18:03.916
And I think your name should be unknown

00:18:03.957 --> 00:18:06.180
to known or something along those lines.

00:18:07.421 --> 00:18:08.040
But I was like,

00:18:08.382 --> 00:18:11.545
everybody needs the power of controlling

00:18:11.585 --> 00:18:12.965
attention, period.

00:18:12.986 --> 00:18:14.047
Doesn't matter what you're doing.

00:18:14.086 --> 00:18:15.949
Doesn't matter your business, nonprofit.

00:18:15.989 --> 00:18:17.310
Doesn't matter if it's your kid's

00:18:17.351 --> 00:18:18.211
basketball team.

00:18:18.791 --> 00:18:19.833
Like right now,

00:18:19.873 --> 00:18:21.933
my kids are freshmen on the high school

00:18:21.973 --> 00:18:22.914
basketball team.

00:18:23.275 --> 00:18:25.936
Their social media has been the pits.

00:18:26.277 --> 00:18:28.018
They're doing a lot better this year.

00:18:28.038 --> 00:18:31.119
I'm like, these people need attention.

00:18:31.921 --> 00:18:34.883
So if you can control and understand how

00:18:34.923 --> 00:18:37.183
Facebook ads, Google ads, YouTube ads,

00:18:37.243 --> 00:18:39.326
Pinterest ads, TikTok ads work,

00:18:40.125 --> 00:18:42.028
That is a long lever that we can

00:18:42.067 --> 00:18:43.209
pull whenever we need it.

00:18:43.509 --> 00:18:44.990
So I'm working on it.

00:18:45.351 --> 00:18:46.711
I want to do a two phase,

00:18:46.751 --> 00:18:47.972
like a seven day sprint,

00:18:47.992 --> 00:18:50.035
because every time I do a challenge for

00:18:50.075 --> 00:18:51.696
thirty days, I get worn out.

00:18:51.757 --> 00:18:52.576
They get worn out.

00:18:52.636 --> 00:18:55.779
It's too much with the option for a

00:18:55.859 --> 00:18:57.061
longer twenty eight day.

00:18:58.082 --> 00:19:00.304
Uh, I'm, I'm laying the framework out now.

00:19:00.403 --> 00:19:03.065
Obviously best time to start is today,

00:19:03.144 --> 00:19:05.987
but I'm looking at January first and it's

00:19:06.007 --> 00:19:06.307
free.

00:19:06.528 --> 00:19:08.689
It's just, Hey, I'm going to put my,

00:19:08.929 --> 00:19:11.069
what I'm doing, my experience out there.

00:19:11.130 --> 00:19:11.411
You,

00:19:11.530 --> 00:19:14.271
Jimmy McKay love building in public and

00:19:14.291 --> 00:19:14.932
I'll just share.

00:19:14.992 --> 00:19:15.853
And we'll be like, look,

00:19:15.873 --> 00:19:16.773
let's see what's working.

00:19:16.794 --> 00:19:17.554
Let's see how we,

00:19:17.693 --> 00:19:19.976
we craft the narrative yesterday.

00:19:20.796 --> 00:19:23.357
Yesterday I shared two Facebook posts,

00:19:23.397 --> 00:19:25.038
let's say out of five.

00:19:26.319 --> 00:19:28.422
I intentionally wanted engagement.

00:19:28.622 --> 00:19:30.364
That was the point of the post.

00:19:30.784 --> 00:19:32.685
Give me comments, give me engagement.

00:19:33.105 --> 00:19:34.647
I talked to ChatGPT,

00:19:34.667 --> 00:19:36.589
we worked back and forth brainstorming.

00:19:37.664 --> 00:19:39.085
I think one of them is at like

00:19:39.125 --> 00:19:41.786
three hundred and fifty comments in less

00:19:41.806 --> 00:19:42.806
than twenty four hours.

00:19:42.846 --> 00:19:44.067
The other one's at like two hundred and

00:19:44.106 --> 00:19:46.626
eighty comments in less than twenty four

00:19:46.686 --> 00:19:47.166
hours.

00:19:47.627 --> 00:19:49.347
And when you look at my other posts,

00:19:49.407 --> 00:19:50.428
they get a lot of views,

00:19:50.488 --> 00:19:52.348
but very few comments like zero.

00:19:52.729 --> 00:19:53.088
OK,

00:19:53.108 --> 00:19:54.528
so what was the was this a video

00:19:54.568 --> 00:19:55.849
or was this text or what was it

00:19:55.890 --> 00:19:56.589
and how'd you do that?

00:19:57.190 --> 00:19:58.351
So still photo.

00:20:00.290 --> 00:20:00.631
In fact,

00:20:00.691 --> 00:20:02.172
I'll pull it up while we're talking.

00:20:02.951 --> 00:20:04.772
It was just they were both photos.

00:20:04.813 --> 00:20:07.233
They were actually photos I harvested.

00:20:07.493 --> 00:20:08.494
That's an important word.

00:20:08.595 --> 00:20:11.256
I harvested from one of my Facebook

00:20:11.276 --> 00:20:11.736
groups.

00:20:12.175 --> 00:20:14.037
I went back to two thousand nineteen.

00:20:14.176 --> 00:20:15.237
I grabbed the photo.

00:20:16.538 --> 00:20:19.679
I asked Jack to make an engagement based

00:20:19.838 --> 00:20:21.920
post for this photo.

00:20:22.559 --> 00:20:22.880
I said,

00:20:23.039 --> 00:20:24.381
I want to get a lot of comments.

00:20:24.961 --> 00:20:28.365
and so that's what we did um we

00:20:28.404 --> 00:20:31.367
posted it and like i said the the

00:20:31.448 --> 00:20:34.049
rest is in the analytics i'm pulling it

00:20:34.109 --> 00:20:37.272
up now i'll share it as soon as

00:20:37.353 --> 00:20:40.155
i get it smart man i mean so

00:20:40.195 --> 00:20:41.897
there's a lot you can learn again looking

00:20:41.938 --> 00:20:44.420
at someone like neil patel i think this

00:20:44.461 --> 00:20:45.922
is a great time of year people love

00:20:45.942 --> 00:20:47.624
to go backwards and look at those things

00:20:48.547 --> 00:20:49.948
So I'll ask a few questions when you're

00:20:49.988 --> 00:20:52.089
done, but I've always said to people,

00:20:52.150 --> 00:20:53.171
if you released a video,

00:20:53.872 --> 00:20:55.313
eleven and a half months ago and it

00:20:55.353 --> 00:20:55.752
did well,

00:20:56.758 --> 00:20:59.119
and it's evergreen material,

00:20:59.180 --> 00:21:01.020
why wouldn't you release that video again?

00:21:01.060 --> 00:21:03.123
Why wouldn't you take that and do the

00:21:03.222 --> 00:21:05.023
new version of the new spin on that?

00:21:05.085 --> 00:21:06.325
Let's see what we got here.

00:21:06.345 --> 00:21:06.645
All right,

00:21:06.685 --> 00:21:09.627
so these are the ones I posted after

00:21:10.107 --> 00:21:11.189
the main engagement.

00:21:11.229 --> 00:21:12.891
And I didn't focus on engagement for

00:21:12.911 --> 00:21:13.131
these.

00:21:13.171 --> 00:21:16.593
So like, you know, two point four K,

00:21:16.653 --> 00:21:18.634
three K, four K, three K.

00:21:19.214 --> 00:21:21.156
And I mean, zero comments, two,

00:21:21.196 --> 00:21:23.018
two comments, zero comments.

00:21:23.358 --> 00:21:24.559
That's pretty typical for me.

00:21:25.400 --> 00:21:26.901
Here are the two main ones.

00:21:27.560 --> 00:21:30.041
I see a lot of variations of incision

00:21:30.102 --> 00:21:30.821
closures.

00:21:30.882 --> 00:21:32.762
And I basically just said, say,

00:21:32.923 --> 00:21:34.222
what did your surgeon do?

00:21:34.263 --> 00:21:35.324
Did they use staples?

00:21:35.344 --> 00:21:36.144
Did they glue it?

00:21:36.243 --> 00:21:37.605
Or did they do something else?

00:21:38.204 --> 00:21:39.566
Fifty three thousand views.

00:21:39.645 --> 00:21:41.445
Three hundred and five comments.

00:21:42.006 --> 00:21:43.086
The other one.

00:21:44.027 --> 00:21:46.367
Quick question for those of you who had

00:21:46.407 --> 00:21:47.528
a knee replacement.

00:21:48.909 --> 00:21:48.989
Oh,

00:21:49.148 --> 00:21:50.789
how did you schedule your outpatient

00:21:50.829 --> 00:21:51.289
therapy?

00:21:51.710 --> 00:21:53.651
Like these aren't even exciting questions.

00:21:54.131 --> 00:21:56.233
yeah but basically i'm asking did you

00:21:56.273 --> 00:21:58.296
schedule it did somebody on the surgical

00:21:58.316 --> 00:22:01.000
team schedule it for you fifty seven

00:22:01.039 --> 00:22:03.502
thousand views three hundred and sixty

00:22:03.542 --> 00:22:07.788
three comments like that's so smart in my

00:22:07.847 --> 00:22:09.569
opinion not sure my camera's fuzzy there

00:22:09.589 --> 00:22:12.252
we go um that's so smart because i've

00:22:12.333 --> 00:22:13.375
never had surgery

00:22:14.363 --> 00:22:15.242
People who have...

00:22:16.124 --> 00:22:17.763
This is like running a marathon.

00:22:18.663 --> 00:22:20.105
It's the thing you're going to talk about.

00:22:21.244 --> 00:22:22.965
Kudos to the surgeon who actually starts

00:22:23.006 --> 00:22:23.566
coming out with...

00:22:23.685 --> 00:22:27.146
I had a knee replacement and all I

00:22:27.166 --> 00:22:29.367
got was this stupid t-shirt and a new

00:22:29.387 --> 00:22:29.708
knee.

00:22:29.968 --> 00:22:31.847
T-shirts as you are wheeled out of the

00:22:31.928 --> 00:22:32.509
operating room.

00:22:32.848 --> 00:22:33.288
People...

00:22:35.246 --> 00:22:36.768
I'm not going to say love talking about

00:22:36.807 --> 00:22:36.887
it.

00:22:36.968 --> 00:22:37.769
They just do.

00:22:38.368 --> 00:22:39.430
Well, my experience with my,

00:22:39.650 --> 00:22:42.093
this is a traumatic thing and people talk

00:22:42.113 --> 00:22:42.653
about it a lot.

00:22:42.874 --> 00:22:44.694
So you didn't even, I'm not even sure.

00:22:44.714 --> 00:22:45.936
Did you even say, Oh yeah,

00:22:45.957 --> 00:22:47.637
I guess you didn't say the words that

00:22:47.657 --> 00:22:50.760
like comment this, you know, just like,

00:22:50.861 --> 00:22:51.781
how was your experience?

00:22:51.882 --> 00:22:52.542
You cracked,

00:22:52.643 --> 00:22:54.565
you made the door a jar and people

00:22:54.605 --> 00:22:56.787
who've had surgery, they walk through it.

00:22:56.807 --> 00:22:56.886
Yeah.

00:22:57.248 --> 00:22:57.448
Yeah.

00:22:58.259 --> 00:22:58.420
Yeah,

00:22:58.440 --> 00:23:01.423
they're chomping at the bit to give their

00:23:01.462 --> 00:23:03.664
two cents, to make their voices heard.

00:23:04.384 --> 00:23:05.625
I don't even know that I read the

00:23:05.665 --> 00:23:09.910
full, like, it's literally, can you,

00:23:10.150 --> 00:23:10.790
I'm going to share it.

00:23:10.810 --> 00:23:12.511
Why is it not up there?

00:23:12.672 --> 00:23:13.653
There it is.

00:23:13.752 --> 00:23:14.073
Oh, no.

00:23:14.334 --> 00:23:15.355
Here, I'm going to switch over.

00:23:15.375 --> 00:23:16.434
I want to show you guys a different

00:23:16.474 --> 00:23:17.916
screen real quick.

00:23:18.237 --> 00:23:20.278
Pop that up.

00:23:20.298 --> 00:23:21.179
Can you see that, Jimmy?

00:23:21.500 --> 00:23:21.579
Yeah.

00:23:22.276 --> 00:23:23.738
Okay, so this is all it is.

00:23:24.298 --> 00:23:26.000
I see a lot of variation with incision

00:23:26.019 --> 00:23:27.662
closures after a knee replacement.

00:23:27.982 --> 00:23:29.384
This surgeon used staples.

00:23:29.503 --> 00:23:30.464
Others used glue.

00:23:30.806 --> 00:23:32.126
What did your surgeon use?

00:23:32.448 --> 00:23:34.329
And how did it affect your recovery?

00:23:34.730 --> 00:23:35.971
Yeah.

00:23:36.132 --> 00:23:36.752
Now, like I said,

00:23:36.792 --> 00:23:37.973
this wasn't even my photo.

00:23:38.054 --> 00:23:40.215
I've got thousands of these photos, but...

00:23:40.777 --> 00:23:42.317
I just went into my Facebook group.

00:23:42.417 --> 00:23:43.419
I grabbed the photo.

00:23:43.479 --> 00:23:45.720
These are publicly available images.

00:23:45.799 --> 00:23:47.540
Now, I did put a disclaimer.

00:23:47.560 --> 00:23:49.102
When you join my Facebook group,

00:23:49.583 --> 00:23:51.903
your images are subject to be used

00:23:52.163 --> 00:23:52.805
publicly.

00:23:53.704 --> 00:23:55.546
But I do go back a couple years

00:23:55.586 --> 00:23:57.768
just so that maybe people forget whose

00:23:57.827 --> 00:23:58.748
images these are.

00:24:00.429 --> 00:24:01.970
But if I was new and I had

00:24:02.029 --> 00:24:03.210
no audience and I had nothing,

00:24:03.651 --> 00:24:06.231
I would take the risk of harvesting photos

00:24:06.271 --> 00:24:08.932
from publicly available sources,

00:24:09.413 --> 00:24:12.355
putting them out here and using them.

00:24:12.535 --> 00:24:12.595
Wow.

00:24:14.056 --> 00:24:15.497
you're showing the power we mentioned this

00:24:15.517 --> 00:24:18.558
the power of attention right and not just

00:24:18.598 --> 00:24:20.160
a couple days ago i am not a

00:24:20.299 --> 00:24:22.500
i am not a fan of pugilism i

00:24:22.520 --> 00:24:25.083
don't dislike it that's uh fancy talk this

00:24:25.163 --> 00:24:27.903
latin for boxing but this guy i want

00:24:27.943 --> 00:24:30.465
like he wants you to hate him i

00:24:30.486 --> 00:24:33.067
am flashing uh not not the gentleman on

00:24:33.086 --> 00:24:35.669
the right breaking the guy's jaw on the

00:24:35.749 --> 00:24:37.970
left into in two places we're talking

00:24:37.990 --> 00:24:38.730
about jake paul

00:24:39.929 --> 00:24:40.509
And people are like,

00:24:40.828 --> 00:24:41.929
he's not a real boxer.

00:24:41.989 --> 00:24:42.750
I'm like, I don't know.

00:24:42.829 --> 00:24:45.089
Looks like he got his real face really

00:24:45.130 --> 00:24:45.589
punched.

00:24:48.010 --> 00:24:49.810
And the numbers I was seeing,

00:24:49.851 --> 00:24:51.290
someone was breaking down the math.

00:24:51.330 --> 00:24:53.771
It was like he earned ninety three

00:24:53.811 --> 00:24:54.571
thousand dollars.

00:24:55.652 --> 00:24:58.712
Ninety three thousand dollars a second or

00:24:58.853 --> 00:25:01.953
something in total revenue for how long he

00:25:01.973 --> 00:25:02.493
was fighting.

00:25:04.453 --> 00:25:06.654
He makes you he makes himself the heel.

00:25:07.849 --> 00:25:08.130
Right?

00:25:08.250 --> 00:25:09.971
Which is if you're not like a WWE

00:25:10.010 --> 00:25:11.932
fan or WWF fan for back in the

00:25:11.971 --> 00:25:14.472
day, it's whoever was fighting Hulk Hogan.

00:25:15.394 --> 00:25:16.193
Make that guy.

00:25:16.253 --> 00:25:18.234
He's as egregious as it can be.

00:25:19.355 --> 00:25:20.215
Hate him all you want.

00:25:20.336 --> 00:25:21.516
I'm in the background clapping.

00:25:21.876 --> 00:25:22.876
I don't like boxing,

00:25:23.176 --> 00:25:24.617
but I'm watching what he's doing.

00:25:25.038 --> 00:25:26.959
So for people who don't know,

00:25:28.599 --> 00:25:31.621
Jake Paul sets up these boxing matches

00:25:32.161 --> 00:25:35.323
with former pros and...

00:25:36.699 --> 00:25:37.880
I don't even know who this guy was

00:25:37.920 --> 00:25:40.061
that got paid fifty million dollars to

00:25:40.102 --> 00:25:40.481
fight him.

00:25:40.882 --> 00:25:42.503
But it's showing you that attention is

00:25:42.644 --> 00:25:44.224
actually the product.

00:25:44.644 --> 00:25:47.086
Did you see this new thing showing you

00:25:47.126 --> 00:25:48.909
more now where I think some even big

00:25:48.949 --> 00:25:51.990
companies just take way too long?

00:25:52.030 --> 00:25:54.333
YouTube allows you to create clips in

00:25:54.532 --> 00:25:55.493
YouTube creator studio.

00:25:55.753 --> 00:25:56.474
How new is that?

00:25:56.775 --> 00:25:57.575
I never even saw it.

00:25:57.875 --> 00:25:58.435
All of a sudden I was like,

00:25:58.476 --> 00:25:59.156
what's this button?

00:25:59.707 --> 00:26:00.307
Yep.

00:26:00.346 --> 00:26:01.508
So you got that too?

00:26:01.528 --> 00:26:02.689
Because sometimes they'll roll out

00:26:02.729 --> 00:26:04.951
features quietly to a select group,

00:26:05.111 --> 00:26:06.652
which is smart, which is stealth.

00:26:06.852 --> 00:26:08.292
I just noticed it two, three days ago,

00:26:08.393 --> 00:26:09.374
but it might've been sitting there for a

00:26:09.433 --> 00:26:09.693
while.

00:26:10.074 --> 00:26:10.894
It's pretty cool.

00:26:10.954 --> 00:26:11.315
Yeah.

00:26:11.454 --> 00:26:13.336
I just noticed it just like you randomly.

00:26:13.356 --> 00:26:14.557
I was like, oh, it's a new button.

00:26:14.617 --> 00:26:15.758
Click it, look at it.

00:26:16.358 --> 00:26:17.500
My understanding,

00:26:17.559 --> 00:26:20.161
and I never ended up using Descript,

00:26:20.241 --> 00:26:23.463
but like Descript is a software that if

00:26:23.503 --> 00:26:25.545
you edit the text,

00:26:25.704 --> 00:26:27.886
it will edit the video or the audio.

00:26:28.186 --> 00:26:28.386
Yes.

00:26:29.488 --> 00:26:30.808
From the clip tool,

00:26:30.989 --> 00:26:32.569
I think you can go through and like

00:26:32.609 --> 00:26:34.451
search the text, chop the text.

00:26:34.491 --> 00:26:36.153
You can edit the video based on what

00:26:36.173 --> 00:26:37.294
you're doing to the text.

00:26:38.394 --> 00:26:39.935
There's a lot of functionality there,

00:26:39.976 --> 00:26:40.536
I'm sure.

00:26:40.776 --> 00:26:42.376
I just haven't had the time to play

00:26:42.416 --> 00:26:43.897
with it because I just saw it like

00:26:44.019 --> 00:26:44.659
two days ago.

00:26:45.118 --> 00:26:45.400
Yeah.

00:26:45.839 --> 00:26:48.182
So essentially what you can do is I

00:26:48.201 --> 00:26:49.663
think I've got the wrong one.

00:26:49.702 --> 00:26:49.903
No.

00:26:50.002 --> 00:26:51.163
Oh, that's a clip I created.

00:26:52.525 --> 00:26:54.026
So I could create video clip.

00:26:54.951 --> 00:26:56.952
It will give me some suggested ones,

00:26:57.192 --> 00:26:58.594
which already puts it.

00:26:59.213 --> 00:26:59.855
Yeah.

00:26:59.894 --> 00:27:00.634
Fifty miles.

00:27:00.734 --> 00:27:00.855
Well,

00:27:00.875 --> 00:27:02.276
you could take a clip from any moment.

00:27:02.596 --> 00:27:02.875
Yes.

00:27:02.955 --> 00:27:03.596
But like,

00:27:03.695 --> 00:27:04.957
I don't want to watch this episode again.

00:27:05.017 --> 00:27:06.557
Listen, I talked to Dave and Tony once.

00:27:06.998 --> 00:27:08.538
I don't have to relive it the entire

00:27:08.578 --> 00:27:09.078
thing again.

00:27:09.338 --> 00:27:10.500
Right.

00:27:10.579 --> 00:27:12.080
It will give you suggested clips.

00:27:12.141 --> 00:27:13.361
And then just like you said,

00:27:14.561 --> 00:27:16.242
it will give you like this one's from

00:27:16.462 --> 00:27:18.503
this is like us reading a quote from

00:27:18.544 --> 00:27:19.084
Ben Galen.

00:27:19.584 --> 00:27:20.545
And if I want to shorten it,

00:27:20.605 --> 00:27:23.266
I literally just highlight like I'm

00:27:23.346 --> 00:27:24.467
editing a Word document.

00:27:26.038 --> 00:27:27.259
where I want it to begin and end,

00:27:28.221 --> 00:27:29.020
create draft,

00:27:29.060 --> 00:27:30.262
and it'll create the clip for me.

00:27:30.903 --> 00:27:32.365
Why is this such a big deal?

00:27:32.865 --> 00:27:34.788
Pretend someone has no idea why this is

00:27:34.807 --> 00:27:35.528
a big deal, Tony.

00:27:35.568 --> 00:27:36.410
Why is this a big deal?

00:27:38.044 --> 00:27:39.464
It just speeds up the workflow.

00:27:39.505 --> 00:27:41.326
Like we're going to create an hour of

00:27:41.365 --> 00:27:42.086
content today.

00:27:42.286 --> 00:27:43.787
There are going to be clips within this

00:27:43.826 --> 00:27:45.948
hour that are far better than the full

00:27:46.008 --> 00:27:47.548
hour as a whole.

00:27:47.588 --> 00:27:49.650
The, the, you know,

00:27:49.690 --> 00:27:51.411
some value of the parts is greater than

00:27:51.451 --> 00:27:51.911
the whole.

00:27:52.191 --> 00:27:53.051
Um,

00:27:53.092 --> 00:27:54.352
so now we could go back in and

00:27:54.372 --> 00:27:55.292
I can be like, ah,

00:27:55.313 --> 00:27:57.673
Jimmy said something about Neil Patel.

00:27:57.874 --> 00:27:59.835
I do control F Neil Patel.

00:27:59.954 --> 00:28:01.996
I find that I clip that part of

00:28:02.056 --> 00:28:03.737
the video and I publish it as a

00:28:03.856 --> 00:28:04.917
new piece of media.

00:28:05.538 --> 00:28:06.720
I explained it to people, I was like,

00:28:06.759 --> 00:28:09.483
listen, your website, whatever is here,

00:28:09.503 --> 00:28:10.625
it's the palm of your hand.

00:28:11.106 --> 00:28:12.669
And then these fingers are all different

00:28:12.890 --> 00:28:15.032
ways to extend to the world.

00:28:15.513 --> 00:28:17.837
Organic social, paid social, email,

00:28:18.117 --> 00:28:19.160
all the different ways, right?

00:28:20.506 --> 00:28:22.807
But you can also change this to long-form

00:28:22.846 --> 00:28:23.267
content.

00:28:23.287 --> 00:28:24.586
Your long-form content could be your

00:28:24.626 --> 00:28:27.307
destination or never even publish the

00:28:27.347 --> 00:28:28.307
long-form content.

00:28:28.607 --> 00:28:31.388
Have the conversation and then be able

00:28:32.048 --> 00:28:33.690
to... The thing is, this is available.

00:28:33.710 --> 00:28:34.849
There are opus clips.

00:28:34.910 --> 00:28:37.171
There's video AI, right?

00:28:37.631 --> 00:28:39.271
This is embedded in YouTube.

00:28:40.711 --> 00:28:41.892
What I said at the intro to the

00:28:41.951 --> 00:28:42.853
top of the show was,

00:28:43.853 --> 00:28:45.012
this should have been there two years ago.

00:28:46.253 --> 00:28:46.374
Like...

00:28:47.239 --> 00:28:48.278
If you work at YouTube,

00:28:48.479 --> 00:28:50.359
you should have walked in three years ago

00:28:50.480 --> 00:28:51.339
and been like, hey, everybody,

00:28:51.680 --> 00:28:52.599
this is CapCut.

00:28:53.540 --> 00:28:56.560
Can we produce something that's one one

00:28:56.661 --> 00:28:59.142
billionth of good as good as this?

00:28:59.902 --> 00:29:02.002
And they finally sort of did like this

00:29:02.042 --> 00:29:03.282
is a great first step.

00:29:03.303 --> 00:29:05.923
But like you're still like CapCut is still

00:29:06.064 --> 00:29:07.084
fifty miles ahead of you.

00:29:07.124 --> 00:29:07.903
But hey, look,

00:29:08.285 --> 00:29:09.765
good to see the moving in that direction.

00:29:10.548 --> 00:29:13.371
Yeah, but this is just like Google had,

00:29:13.731 --> 00:29:14.132
you know,

00:29:14.652 --> 00:29:18.414
chat GPT sitting on servers for years,

00:29:18.694 --> 00:29:19.796
never put it out.

00:29:20.237 --> 00:29:21.317
Doesn't mean they don't know.

00:29:21.397 --> 00:29:22.538
Doesn't mean they don't have it.

00:29:22.597 --> 00:29:24.980
Doesn't mean it doesn't exist.

00:29:25.039 --> 00:29:25.641
What?

00:29:25.661 --> 00:29:26.922
They're just waiting for the right moment.

00:29:27.261 --> 00:29:27.521
Yeah.

00:29:27.981 --> 00:29:29.583
And then OpenAI comes out,

00:29:29.824 --> 00:29:31.084
puts ChatGVT out,

00:29:31.124 --> 00:29:32.964
which they don't even expect it to go

00:29:33.025 --> 00:29:34.125
as crazy as it did.

00:29:34.786 --> 00:29:37.167
And then Google plays catch up after.

00:29:37.768 --> 00:29:40.009
YouTube at the level of YouTube,

00:29:41.730 --> 00:29:43.131
it doesn't have the quickness.

00:29:43.490 --> 00:29:45.372
That's why a business like mine is so

00:29:45.432 --> 00:29:48.193
much easier to be successful than a

00:29:48.233 --> 00:29:49.095
business like ATI.

00:29:50.035 --> 00:29:52.778
I can make a change tomorrow that's going

00:29:52.798 --> 00:29:54.858
to affect things that day.

00:29:55.700 --> 00:29:56.881
ATI is too big to do that.

00:29:56.961 --> 00:29:58.383
NovaCare, Select,

00:29:58.982 --> 00:30:01.384
there's just too much behind them to make

00:30:01.424 --> 00:30:02.066
those changes.

00:30:02.226 --> 00:30:05.989
I guarantee YouTube knows everything that

00:30:06.009 --> 00:30:06.950
would make them better.

00:30:07.269 --> 00:30:09.792
They just can't roll it all out.

00:30:09.813 --> 00:30:11.834
Drew Cruz saying,

00:30:11.894 --> 00:30:13.655
it keeps you from having to use different

00:30:13.695 --> 00:30:14.135
software.

00:30:14.257 --> 00:30:15.998
Why let me leave the ecosystem?

00:30:16.278 --> 00:30:16.479
Sure.

00:30:17.182 --> 00:30:17.461
Right,

00:30:17.541 --> 00:30:19.762
like why make me leave the ecosystem?

00:30:19.803 --> 00:30:20.502
Now it's embed,

00:30:20.663 --> 00:30:21.962
because what my process would be,

00:30:22.262 --> 00:30:23.423
we record on StreamYard,

00:30:24.003 --> 00:30:26.064
we broadcast these live,

00:30:26.084 --> 00:30:26.683
so we'll say there.

00:30:26.743 --> 00:30:28.565
So my video is already on YouTube,

00:30:29.325 --> 00:30:30.325
but for me to get clips,

00:30:30.365 --> 00:30:31.825
I've got to download that video,

00:30:32.224 --> 00:30:34.705
upload it to Opus Clip or Video AI

00:30:34.905 --> 00:30:36.205
or whatever you're going to use or

00:30:36.266 --> 00:30:36.885
Descript.

00:30:37.626 --> 00:30:38.767
Then I've got to do some stuff.

00:30:39.646 --> 00:30:40.406
Then what am I going to do with

00:30:40.426 --> 00:30:40.967
those clips?

00:30:41.186 --> 00:30:42.448
Now I've got to go back to YouTube

00:30:42.468 --> 00:30:43.347
to share it as a short.

00:30:44.243 --> 00:30:45.184
This is your guy.

00:30:45.365 --> 00:30:46.625
You're saying you want someone to show you

00:30:46.644 --> 00:30:47.685
how to use paid ads.

00:30:48.165 --> 00:30:50.688
He's been doing it, I think,

00:30:51.347 --> 00:30:52.909
since we were in PT school together.

00:30:52.969 --> 00:30:54.269
Fact check me on that, Will.

00:30:54.369 --> 00:30:56.570
So I'm going to share something that I

00:30:56.590 --> 00:30:59.873
was in a conversation late last week

00:31:00.394 --> 00:31:02.515
that's going to make Will's head explode.

00:31:03.816 --> 00:31:05.757
A great office manager,

00:31:06.037 --> 00:31:07.198
married to a therapist.

00:31:07.238 --> 00:31:08.258
They own a practice.

00:31:08.278 --> 00:31:09.838
They have three.

00:31:09.878 --> 00:31:10.839
Well, I think they had two,

00:31:10.880 --> 00:31:12.441
and then they just hired a new therapist.

00:31:13.040 --> 00:31:14.903
pelvic floor based therapy.

00:31:14.982 --> 00:31:16.584
They're selling visits for two hundred and

00:31:16.624 --> 00:31:17.605
fifty dollars a session.

00:31:17.724 --> 00:31:18.746
They're doing a great job.

00:31:18.786 --> 00:31:19.987
Two of the three are full.

00:31:20.507 --> 00:31:23.108
The new one isn't ramping up as quickly.

00:31:23.669 --> 00:31:26.592
Two things now that that jumped out at

00:31:26.612 --> 00:31:27.853
me in this conversation.

00:31:28.053 --> 00:31:29.854
One is they're thinking about adding

00:31:29.933 --> 00:31:32.435
Medicare because they're not busy enough.

00:31:32.455 --> 00:31:33.998
I'm like, how are you doing?

00:31:34.018 --> 00:31:36.740
You have three pelvic floor therapists and

00:31:37.079 --> 00:31:38.942
You're doing two hundred and fifty dollars

00:31:38.962 --> 00:31:40.044
a session already.

00:31:40.324 --> 00:31:42.928
How are you even considering going to one

00:31:42.968 --> 00:31:45.250
hundred dollars a session and all of the

00:31:45.270 --> 00:31:46.873
compliance burden of Medicare?

00:31:47.354 --> 00:31:48.836
I love Medicare for what I do,

00:31:48.895 --> 00:31:49.757
not for what they do.

00:31:50.298 --> 00:31:52.440
So that one caught my attention.

00:31:52.500 --> 00:31:53.922
The second one was.

00:31:55.140 --> 00:31:57.843
They were frustrated because most of their

00:31:57.863 --> 00:32:01.046
plans of care are three visits and then

00:32:01.066 --> 00:32:03.327
the patient falls off instead of the ten

00:32:03.347 --> 00:32:05.089
to twelve visits they want the patient to

00:32:05.130 --> 00:32:05.410
do.

00:32:06.111 --> 00:32:07.551
Again, I'm like,

00:32:07.771 --> 00:32:11.316
you're going to cut your income by double,

00:32:11.375 --> 00:32:11.776
triple.

00:32:12.656 --> 00:32:14.156
Yeah, the patients are going to come more,

00:32:14.176 --> 00:32:14.717
but who cares?

00:32:14.737 --> 00:32:16.337
You're making a fraction of the money you

00:32:16.357 --> 00:32:16.877
would make.

00:32:17.538 --> 00:32:19.538
This is not a problem that needs a

00:32:19.577 --> 00:32:20.578
Medicare solution.

00:32:20.598 --> 00:32:22.759
This is a problem that needs a marketing

00:32:22.798 --> 00:32:24.779
communication solution.

00:32:25.440 --> 00:32:28.059
And so that was really what turned the

00:32:28.099 --> 00:32:29.401
lever for me to be like,

00:32:29.921 --> 00:32:31.461
I can't let all these therapists,

00:32:31.480 --> 00:32:34.162
because this was one of two pelvic floor

00:32:34.182 --> 00:32:36.041
therapists who were struggling to sell

00:32:36.082 --> 00:32:38.541
these visits when we know other therapists

00:32:38.561 --> 00:32:39.903
that are doing five hundred dollar

00:32:39.942 --> 00:32:40.782
sessions.

00:32:40.863 --> 00:32:41.103
So

00:32:41.863 --> 00:32:42.242
I thought,

00:32:42.343 --> 00:32:43.583
I think this is the same post I

00:32:43.603 --> 00:32:44.064
was reading.

00:32:44.384 --> 00:32:45.824
I feel like you went through the math

00:32:45.864 --> 00:32:47.183
better in the post.

00:32:47.243 --> 00:32:48.184
You were like, Hey, listen,

00:32:49.525 --> 00:32:52.105
what you're willing to do is correct me.

00:32:52.986 --> 00:32:54.185
You were like, Hey,

00:32:54.226 --> 00:32:56.186
you have an empty slot worth two hundred

00:32:56.207 --> 00:32:56.926
and fifty dollars.

00:32:57.426 --> 00:32:59.207
And I know the impulse is to sell

00:32:59.247 --> 00:33:01.347
it for a hundred dollars because a hundred

00:33:01.387 --> 00:33:02.347
is more than zero.

00:33:03.208 --> 00:33:05.189
But if you start taking hundreds,

00:33:06.328 --> 00:33:07.289
when are you going to be able to

00:33:07.309 --> 00:33:08.609
get two fifties again?

00:33:08.690 --> 00:33:08.869
Right.

00:33:10.434 --> 00:33:11.535
But like, I need people,

00:33:11.694 --> 00:33:13.776
I need people to hear that and understand

00:33:13.816 --> 00:33:14.076
that.

00:33:14.135 --> 00:33:16.836
Like you're stepping over dollars to pick

00:33:16.896 --> 00:33:17.517
up dimes.

00:33:18.778 --> 00:33:19.357
Yeah.

00:33:19.438 --> 00:33:20.137
Get the message out.

00:33:20.637 --> 00:33:21.478
I've got two different,

00:33:21.818 --> 00:33:22.578
but we'll talk about that later.

00:33:22.759 --> 00:33:24.298
But, but did I have that right?

00:33:24.338 --> 00:33:27.000
Like, I know that you are paying,

00:33:27.359 --> 00:33:29.800
you are paying a hundred and fifty dollars

00:33:29.820 --> 00:33:30.941
to collect a hundred dollars.

00:33:31.161 --> 00:33:31.421
Yes.

00:33:31.480 --> 00:33:33.981
Because you should be collecting two fifty

00:33:34.041 --> 00:33:34.541
in total.

00:33:35.002 --> 00:33:35.403
Correct.

00:33:35.643 --> 00:33:36.603
So why aren't you working?

00:33:36.623 --> 00:33:38.344
Why aren't you doubling down on being able

00:33:38.364 --> 00:33:39.243
to fill the two fifty?

00:33:40.321 --> 00:33:41.622
That's worth two fifty because you've

00:33:41.662 --> 00:33:43.542
decided and other people have decided like

00:33:43.563 --> 00:33:44.722
this is almost a slap.

00:33:44.982 --> 00:33:45.942
This is like when you go to start

00:33:45.962 --> 00:33:48.384
a checking account at a new bank and

00:33:48.403 --> 00:33:49.503
they give you a toaster.

00:33:50.044 --> 00:33:51.304
And then two years later,

00:33:51.503 --> 00:33:53.085
they're giving other people toasters and

00:33:53.105 --> 00:33:54.684
they're giving you two and a half percent

00:33:54.724 --> 00:33:55.105
interest.

00:33:55.125 --> 00:33:55.924
Do you know what I mean?

00:33:56.625 --> 00:33:56.845
It's like,

00:33:56.884 --> 00:33:58.066
why was I why was I worth the

00:33:58.105 --> 00:33:59.105
toaster two years ago?

00:33:59.145 --> 00:34:01.326
But now I'm not worth, you know,

00:34:01.506 --> 00:34:02.307
a set of steak knives,

00:34:02.366 --> 00:34:04.166
nothing because I need to get you in.

00:34:05.027 --> 00:34:05.247
Right.

00:34:05.386 --> 00:34:06.346
So it's almost a slap.

00:34:06.366 --> 00:34:07.448
It's like to everybody who walks in is

00:34:07.488 --> 00:34:08.248
paying two fifty.

00:34:09.152 --> 00:34:09.253
Oh,

00:34:09.273 --> 00:34:10.835
we sold it to this person for a

00:34:10.876 --> 00:34:11.918
hundred and fifty or a hundred.

00:34:12.318 --> 00:34:13.800
That's a rate.

00:34:14.101 --> 00:34:15.643
That's where I want people to understand a

00:34:15.664 --> 00:34:17.045
lot of these cliches that we use,

00:34:17.085 --> 00:34:17.867
because I have to remember,

00:34:17.887 --> 00:34:19.429
like sometimes people don't understand

00:34:19.969 --> 00:34:20.471
these phrases.

00:34:20.751 --> 00:34:21.853
That is what we call a race to

00:34:21.873 --> 00:34:22.313
the bottom.

00:34:23.222 --> 00:34:24.304
It's like, I'll just keep, well,

00:34:24.324 --> 00:34:24.943
if you won't pay that,

00:34:24.963 --> 00:34:25.684
I'll just drop it.

00:34:25.704 --> 00:34:26.264
It's like, dude,

00:34:26.664 --> 00:34:27.626
you're just talking to the wrong,

00:34:27.646 --> 00:34:28.726
you're selling the wrong thing,

00:34:28.907 --> 00:34:30.648
the right thing to the wrong person or

00:34:30.668 --> 00:34:31.889
the wrong thing to the right person.

00:34:32.289 --> 00:34:33.989
But decide, choose your heart.

00:34:34.570 --> 00:34:36.192
Like I ask it in a different way.

00:34:36.492 --> 00:34:36.751
Whenever,

00:34:36.791 --> 00:34:38.052
it doesn't even matter what I'm talking,

00:34:38.072 --> 00:34:39.474
who I'm talking to or what their product

00:34:39.494 --> 00:34:40.135
or service is.

00:34:41.067 --> 00:34:42.708
Um, who do you need more of?

00:34:43.288 --> 00:34:44.208
And they go, what does that mean?

00:34:44.489 --> 00:34:44.969
And I never,

00:34:45.208 --> 00:34:46.269
I never answer their question.

00:34:46.429 --> 00:34:47.469
I just ask another question.

00:34:47.489 --> 00:34:48.690
That's again, I'm like,

00:34:48.871 --> 00:34:50.371
when this person's walking in your door,

00:34:50.492 --> 00:34:51.271
if you had a tail,

00:34:51.472 --> 00:34:52.233
it will be wagging.

00:34:52.572 --> 00:34:53.934
Now tell me who that person is.

00:34:53.954 --> 00:34:54.534
And they're like, Oh,

00:34:55.054 --> 00:34:56.695
once you frame it that way, like, Oh,

00:34:56.715 --> 00:34:57.076
you're a mom.

00:34:57.115 --> 00:34:57.996
So you just gave birth and I want

00:34:58.016 --> 00:34:58.936
to get back to marathon running.

00:34:59.677 --> 00:35:02.557
And what are you selling this to get

00:35:02.577 --> 00:35:02.838
them back?

00:35:03.219 --> 00:35:04.079
What's that worth?

00:35:04.179 --> 00:35:04.259
Well,

00:35:04.278 --> 00:35:05.480
we have some people pay five hundred,

00:35:05.500 --> 00:35:06.280
but not everybody.

00:35:06.380 --> 00:35:06.661
And I go,

00:35:07.605 --> 00:35:09.126
then find more of the people who want

00:35:09.146 --> 00:35:09.726
to pay that.

00:35:10.186 --> 00:35:11.847
And I know this is counterintuitive to

00:35:11.867 --> 00:35:13.829
like our Peace Corps gene.

00:35:14.010 --> 00:35:14.449
I get it.

00:35:14.469 --> 00:35:16.271
I mean,

00:35:16.291 --> 00:35:17.291
I was in interaction with someone on

00:35:17.331 --> 00:35:18.413
LinkedIn the other day and they were like,

00:35:18.512 --> 00:35:20.213
everybody deserves great care.

00:35:20.695 --> 00:35:22.016
And I was actually using ChatGPT.

00:35:22.036 --> 00:35:23.757
I'm like, I agree with his argument,

00:35:23.777 --> 00:35:25.038
but something doesn't smell right.

00:35:25.077 --> 00:35:25.938
And ChatGPT was like,

00:35:26.139 --> 00:35:27.159
it's because they're using logical

00:35:27.179 --> 00:35:27.579
fallacies.

00:35:27.599 --> 00:35:28.159
I'm like, oh my God,

00:35:28.199 --> 00:35:28.920
I'm falling for them.

00:35:29.320 --> 00:35:30.081
I'm falling for them,

00:35:30.282 --> 00:35:31.643
falling for the logical fallacies.

00:35:32.914 --> 00:35:33.994
So you know what's brilliant,

00:35:34.534 --> 00:35:36.615
and I'm sure people watching this are

00:35:36.695 --> 00:35:37.476
doing this,

00:35:37.576 --> 00:35:38.817
but I know there's a lot of people

00:35:38.856 --> 00:35:39.237
who don't.

00:35:41.097 --> 00:35:42.016
I create posts.

00:35:42.538 --> 00:35:43.717
Midway through the post,

00:35:43.878 --> 00:35:45.237
my brain shifts gears.

00:35:45.858 --> 00:35:47.518
I know that's a problem for me,

00:35:47.958 --> 00:35:50.079
but I never had a tool before to

00:35:50.579 --> 00:35:52.019
analyze, proofread,

00:35:52.119 --> 00:35:53.539
and help me organize my thoughts.

00:35:53.880 --> 00:35:54.661
Guess what?

00:35:54.681 --> 00:35:56.800
ChatGPT comes along now,

00:35:57.360 --> 00:35:58.942
and this is basically how I do it.

00:35:59.829 --> 00:36:00.610
I write the post.

00:36:01.309 --> 00:36:03.630
I copy it before I publish it out

00:36:03.690 --> 00:36:05.771
of Facebook, throw it in the chat GPT,

00:36:05.811 --> 00:36:07.931
say, hey, I need you to analyze this.

00:36:07.952 --> 00:36:08.193
You know,

00:36:08.233 --> 00:36:09.672
tell me if the logic makes sense, blah,

00:36:09.693 --> 00:36:11.733
blah, blah, blah, blah.

00:36:11.753 --> 00:36:14.233
It has really helped my thought process

00:36:14.293 --> 00:36:16.795
and clarifying like, oh, you're right.

00:36:17.534 --> 00:36:20.076
So and I'm surprised you didn't comment,

00:36:20.096 --> 00:36:21.255
but maybe you didn't see it.

00:36:21.295 --> 00:36:23.416
Did you see the post on my personal

00:36:23.436 --> 00:36:24.617
feed where I said, hey,

00:36:24.677 --> 00:36:26.478
we can monetize our physical therapy

00:36:26.518 --> 00:36:28.498
visits with media instead of insurance

00:36:28.539 --> 00:36:29.219
reimbursement?

00:36:29.759 --> 00:36:31.179
I would have jumped all over that.

00:36:31.340 --> 00:36:32.541
Yeah,

00:36:32.601 --> 00:36:34.202
we've talked about it a hundred times.

00:36:34.822 --> 00:36:37.322
One comment that came in,

00:36:37.362 --> 00:36:39.224
and I appreciate this guy's comments every

00:36:39.244 --> 00:36:39.985
time he shares them.

00:36:40.885 --> 00:36:42.585
He was actually a professor of mine.

00:36:42.606 --> 00:36:44.967
We were probably about the same age in

00:36:45.047 --> 00:36:45.608
school.

00:36:46.708 --> 00:36:48.789
We see the world through very different

00:36:48.809 --> 00:36:50.409
glasses, but nonetheless,

00:36:50.469 --> 00:36:51.510
he is a great therapist.

00:36:51.590 --> 00:36:53.371
I respect his ability as a therapist.

00:36:53.472 --> 00:36:54.713
I understand his position.

00:36:54.773 --> 00:36:56.233
He's a cash-based therapist.

00:36:57.594 --> 00:36:58.494
And so real quick,

00:36:58.956 --> 00:37:01.056
I'll read his comment and then we'll

00:37:01.077 --> 00:37:01.677
discuss it.

00:37:02.418 --> 00:37:03.938
So my post was,

00:37:04.260 --> 00:37:05.840
don't even waste time with insurance.

00:37:05.860 --> 00:37:06.701
Like you said,

00:37:06.782 --> 00:37:08.422
why are you picking up pennies when you're

00:37:08.463 --> 00:37:09.643
stepping over dollars?

00:37:10.324 --> 00:37:10.905
Just look,

00:37:11.344 --> 00:37:13.025
you can make a thousand dollars a visit

00:37:13.065 --> 00:37:14.487
if you monetize with media.

00:37:14.547 --> 00:37:15.467
It's very simple.

00:37:15.708 --> 00:37:16.369
And he said,

00:37:16.768 --> 00:37:19.451
physical therapy isn't social media or

00:37:19.630 --> 00:37:20.172
products.

00:37:20.692 --> 00:37:22.893
It's hands on critical thinking,

00:37:23.175 --> 00:37:25.016
patient education experience.

00:37:25.476 --> 00:37:27.878
It baffles me how you claim to deliver

00:37:27.918 --> 00:37:30.262
quality care in your practice while

00:37:30.302 --> 00:37:32.563
simultaneously suggesting to reduce our

00:37:32.603 --> 00:37:35.806
profession to becoming an online shill

00:37:36.268 --> 00:37:38.090
like a free social media company.

00:37:39.112 --> 00:37:41.094
Why not focus your brilliant marketing

00:37:41.135 --> 00:37:42.436
skills, thank you very much,

00:37:43.056 --> 00:37:45.139
toward advocating fair,

00:37:45.619 --> 00:37:46.621
that always gets me,

00:37:47.121 --> 00:37:49.143
fair reimbursement for our great

00:37:49.184 --> 00:37:50.905
profession that is proven to reduce

00:37:50.945 --> 00:37:52.907
downstream healthcare costs for a wide

00:37:52.927 --> 00:37:55.530
variety of musculoskeletal conditions.

00:37:57.320 --> 00:37:59.023
So first off the top of your head,

00:37:59.043 --> 00:37:59.923
what are you thinking?

00:38:00.344 --> 00:38:01.186
Well, fair.

00:38:01.525 --> 00:38:03.327
And if we really did reduce costs,

00:38:03.387 --> 00:38:05.311
insurance companies would be leaf

00:38:05.331 --> 00:38:06.692
blowering money at us.

00:38:07.032 --> 00:38:07.213
Right.

00:38:07.253 --> 00:38:08.695
But that's not the game that they're in.

00:38:08.914 --> 00:38:10.336
We are never going to win that game.

00:38:11.367 --> 00:38:11.487
Sorry.

00:38:11.527 --> 00:38:13.289
Yeah.

00:38:13.329 --> 00:38:14.972
So, so when something doesn't make sense,

00:38:15.132 --> 00:38:17.135
logically to me, that's another example.

00:38:17.195 --> 00:38:18.817
I put that into chat GPT and I'm

00:38:18.856 --> 00:38:19.938
like, what am I missing?

00:38:19.958 --> 00:38:20.438
What am I missing?

00:38:20.498 --> 00:38:20.719
Right.

00:38:21.000 --> 00:38:21.440
Yeah.

00:38:21.460 --> 00:38:23.583
If there's so much research out there on

00:38:23.643 --> 00:38:25.585
why physical therapy or how physical

00:38:25.625 --> 00:38:27.807
therapy saves downstream healthcare costs,

00:38:27.847 --> 00:38:28.929
how it avoids surgery,

00:38:28.969 --> 00:38:30.271
how it does all this stuff.

00:38:31.018 --> 00:38:34.721
The people paying should be more motivated

00:38:34.760 --> 00:38:36.521
to use more physical therapy.

00:38:36.561 --> 00:38:38.704
That means the insurance companies would

00:38:38.724 --> 00:38:40.905
be more motivated to push us to the

00:38:40.945 --> 00:38:42.646
forefront of intervention.

00:38:42.987 --> 00:38:43.606
But they're not.

00:38:44.047 --> 00:38:45.449
Like, why are they not?

00:38:45.568 --> 00:38:47.449
Why does this not make sense?

00:38:48.030 --> 00:38:48.990
I shared that post.

00:38:49.032 --> 00:38:49.911
It was pretty interesting.

00:38:49.952 --> 00:38:51.612
There was a lot of good reasons why

00:38:51.693 --> 00:38:54.576
physical therapists aren't at the front of

00:38:54.795 --> 00:38:56.217
taking care of this kind of stuff.

00:38:57.385 --> 00:38:59.134
Back to the original post, though,

00:38:59.414 --> 00:39:01.081
and the reply, I said, look,

00:39:02.172 --> 00:39:04.153
I understand by fair,

00:39:04.273 --> 00:39:05.855
you mean more reimbursement.

00:39:05.875 --> 00:39:07.155
You want to get paid more for what

00:39:07.175 --> 00:39:07.717
you're doing.

00:39:08.476 --> 00:39:09.777
I don't ever use the word fair.

00:39:09.818 --> 00:39:11.559
Fair is fiction.

00:39:12.199 --> 00:39:12.400
I said,

00:39:12.420 --> 00:39:13.460
if you want to get paid more,

00:39:13.679 --> 00:39:14.400
that's awesome.

00:39:14.541 --> 00:39:15.961
There's already APTA.

00:39:16.141 --> 00:39:17.463
There's already UPTA.

00:39:17.503 --> 00:39:19.344
There's already organizations far bigger

00:39:19.364 --> 00:39:22.025
than me doing things to fight insurance

00:39:22.045 --> 00:39:22.445
companies,

00:39:22.485 --> 00:39:24.527
trying to squeeze more money out of them.

00:39:25.148 --> 00:39:26.349
I think it's a losing battle.

00:39:26.528 --> 00:39:28.110
I see no value in that fight.

00:39:28.130 --> 00:39:29.231
That's not a fight that I want to

00:39:29.251 --> 00:39:29.731
be part of.

00:39:30.878 --> 00:39:33.201
You see me because I did.

00:39:33.300 --> 00:39:34.302
I referenced Mr.

00:39:34.342 --> 00:39:36.003
Beast and I knew that was going to

00:39:36.023 --> 00:39:36.623
get people.

00:39:37.925 --> 00:39:39.746
I understand you think that I'm saying

00:39:39.786 --> 00:39:41.827
that we devalue the profession.

00:39:42.068 --> 00:39:43.028
That's your opinion.

00:39:43.210 --> 00:39:44.891
Your definition of quality is different

00:39:44.911 --> 00:39:45.291
than mine.

00:39:45.351 --> 00:39:47.472
I guarantee if this person came into my

00:39:47.492 --> 00:39:47.893
clinic,

00:39:48.333 --> 00:39:50.356
he would think I'm a terrible therapist.

00:39:50.815 --> 00:39:51.376
That's okay.

00:39:51.496 --> 00:39:52.315
I'm good with that.

00:39:53.257 --> 00:39:55.237
Adam Meekins thinks there are plenty of

00:39:55.297 --> 00:39:57.217
other people who are terrible therapists.

00:39:57.297 --> 00:39:57.898
That's okay.

00:39:58.918 --> 00:40:00.619
I agree with Adam more than I agree

00:40:00.639 --> 00:40:01.699
with the other therapists.

00:40:02.778 --> 00:40:03.860
But point being,

00:40:04.800 --> 00:40:06.940
all I am saying is we have something

00:40:06.980 --> 00:40:07.541
of value.

00:40:08.101 --> 00:40:10.161
We're choosing to sell it to an insurance

00:40:10.201 --> 00:40:13.442
company for less reimbursement than we can

00:40:13.461 --> 00:40:15.322
get if we chose to sell that same

00:40:15.342 --> 00:40:16.643
thing to a media company,

00:40:16.702 --> 00:40:18.503
to a YouTube or to an Instagram or

00:40:18.543 --> 00:40:19.264
to a Facebook.

00:40:19.963 --> 00:40:22.005
And I showed examples of, look,

00:40:22.365 --> 00:40:23.367
here are videos.

00:40:23.507 --> 00:40:25.447
I've generated thousands of dollars with

00:40:25.487 --> 00:40:26.128
these videos.

00:40:26.148 --> 00:40:27.210
The clips are ten minutes.

00:40:27.230 --> 00:40:29.150
The clips come from patient engagement.

00:40:29.652 --> 00:40:30.952
It is not that hard.

00:40:31.592 --> 00:40:33.875
And I have said publicly,

00:40:34.454 --> 00:40:36.817
the profit I make from physical therapy

00:40:36.876 --> 00:40:37.458
treatment is

00:40:38.077 --> 00:40:40.278
has been i'm going to say duplicated not

00:40:40.318 --> 00:40:42.039
replaced because i still make profit from

00:40:42.099 --> 00:40:44.942
physical therapy but the same net profit i

00:40:44.981 --> 00:40:46.501
make from treating a patient and getting

00:40:46.541 --> 00:40:49.224
paid by insurance has been generated

00:40:49.264 --> 00:40:51.905
through social media so if i wanted to

00:40:51.945 --> 00:40:53.565
if i needed to i could flip the

00:40:53.606 --> 00:40:55.447
switch and say i'm not going to bill

00:40:55.487 --> 00:40:57.007
insurance anymore i'm just going to go

00:40:57.088 --> 00:40:59.809
straight media pay let them pay me for

00:40:59.909 --> 00:41:00.510
everything

00:41:01.070 --> 00:41:03.590
I guarantee it would be an easier path

00:41:03.731 --> 00:41:05.150
and probably less headache.

00:41:05.570 --> 00:41:07.492
There's just still a little bit of fear

00:41:07.592 --> 00:41:09.751
in me that's been instilled.

00:41:09.831 --> 00:41:11.753
It's the rope around the elephant's foot.

00:41:12.152 --> 00:41:13.833
That's like, you can't do that.

00:41:14.172 --> 00:41:15.213
You can't treat,

00:41:15.253 --> 00:41:17.114
you can't be a physical therapist without

00:41:17.153 --> 00:41:18.954
being licensed and without billing

00:41:19.034 --> 00:41:19.893
insurance, like,

00:41:20.014 --> 00:41:21.554
or without charging the patient.

00:41:21.574 --> 00:41:22.775
Well, why not?

00:41:22.835 --> 00:41:24.775
Why can't I, I'm doing, you know,

00:41:24.835 --> 00:41:26.396
I'm showing proof of concept.

00:41:28.706 --> 00:41:30.547
If you lost your license tomorrow just

00:41:30.567 --> 00:41:32.427
because you forgot to pay the fee,

00:41:33.389 --> 00:41:35.389
would you be not as qualified as you

00:41:35.449 --> 00:41:35.969
are right now?

00:41:37.070 --> 00:41:37.811
It's absurd.

00:41:38.670 --> 00:41:39.251
Of course not.

00:41:39.572 --> 00:41:40.831
If you lost your license because of

00:41:40.873 --> 00:41:41.813
something bad, that's different.

00:41:42.253 --> 00:41:44.273
If you just gave up your license,

00:41:44.635 --> 00:41:46.896
are you suddenly less than a whatever?

00:41:47.476 --> 00:41:50.297
If a rose by any other name would

00:41:50.398 --> 00:41:52.199
smell so sweet, I'm sure my Mr.

00:41:52.219 --> 00:41:53.818
Mooney from ninth grade was mad that I

00:41:53.858 --> 00:41:54.380
hacked that up.

00:41:55.639 --> 00:41:56.960
We'll continue this conversation,

00:41:57.161 --> 00:41:59.181
but Tony, to prove your point,

00:41:59.742 --> 00:42:02.043
let's welcome Referral Loop,

00:42:02.423 --> 00:42:03.344
PT Breakfast Club,

00:42:03.384 --> 00:42:04.445
sponsored by Referral Loop,

00:42:04.465 --> 00:42:06.065
the automated referral follow-up system

00:42:06.106 --> 00:42:09.447
that emails patients exactly one time.

00:42:10.188 --> 00:42:11.989
then blames them forever for not showing

00:42:12.028 --> 00:42:12.128
up.

00:42:12.188 --> 00:42:13.829
Referral Loop specializes in

00:42:14.230 --> 00:42:17.471
passive-aggressive reminders like just

00:42:17.510 --> 00:42:19.871
circling back again and again.

00:42:20.231 --> 00:42:20.952
Referral Loop.

00:42:21.132 --> 00:42:22.432
Because if they didn't schedule,

00:42:22.693 --> 00:42:24.414
they clearly didn't want to get better.

00:42:24.934 --> 00:42:27.574
Sign up at circlebackagain.io.

00:42:27.914 --> 00:42:30.195
Referral Loop.

00:42:30.215 --> 00:42:32.056
I mean, I guess law is tainted.

00:42:32.197 --> 00:42:34.237
The practice of law is tainted because I

00:42:34.257 --> 00:42:34.898
don't know if you've been...

00:42:36.047 --> 00:42:37.788
Anywhere on television for the last twenty

00:42:37.827 --> 00:42:39.528
five years, around eleven a.m.

00:42:39.568 --> 00:42:41.929
to three p.m., it's just these law shows.

00:42:42.030 --> 00:42:44.150
It's Judge Judy, Judge this, Judge Mathis,

00:42:44.170 --> 00:42:44.911
Judge Joe Brown.

00:42:45.291 --> 00:42:46.452
Law is forever tainted.

00:42:46.472 --> 00:42:48.213
They're not practicing law, Tony,

00:42:48.413 --> 00:42:49.873
because they're doing it on the TV.

00:42:50.373 --> 00:42:51.454
Can't believe that.

00:42:52.284 --> 00:42:52.864
Look what happens.

00:42:52.885 --> 00:42:53.885
Dr. Pimple Popper.

00:42:54.306 --> 00:42:54.425
Oh,

00:42:54.706 --> 00:42:58.268
dermatology is forever stained because she

00:42:58.369 --> 00:43:01.331
realizes she making more bank and helping

00:43:01.371 --> 00:43:02.592
a lot of a lot of those people

00:43:02.612 --> 00:43:03.554
like you might not know this,

00:43:03.833 --> 00:43:05.155
but I sort of know how shows work.

00:43:05.795 --> 00:43:07.757
When she finds someone with a gigantic

00:43:07.797 --> 00:43:08.318
lipoma,

00:43:08.338 --> 00:43:10.681
the size of a NFL regulation football on

00:43:10.701 --> 00:43:11.181
their shoulder,

00:43:11.561 --> 00:43:13.443
and they have no nickels to their name.

00:43:13.682 --> 00:43:15.545
That's why they have a giant lipoma that's

00:43:15.585 --> 00:43:17.025
grown to the football size on their

00:43:17.045 --> 00:43:17.346
shoulder.

00:43:18.007 --> 00:43:20.248
They fly them to her.

00:43:20.367 --> 00:43:21.967
They put that person up.

00:43:22.188 --> 00:43:25.228
They do that surgery faux free.

00:43:25.708 --> 00:43:28.909
They probably pay that person to be on

00:43:28.929 --> 00:43:30.849
that show because they understand.

00:43:30.909 --> 00:43:31.889
Jimmy, for some reason,

00:43:32.150 --> 00:43:34.371
loves looking at that weird stuff and

00:43:34.451 --> 00:43:35.190
seeing what happens.

00:43:35.490 --> 00:43:36.451
What is it?

00:43:36.510 --> 00:43:37.210
What's in there?

00:43:37.251 --> 00:43:37.751
What is it?

00:43:37.791 --> 00:43:38.032
Right.

00:43:38.271 --> 00:43:39.032
Just this weird.

00:43:39.251 --> 00:43:40.271
I don't want to call it morbid.

00:43:40.291 --> 00:43:41.773
I just want to call it creepy curiosity.

00:43:42.333 --> 00:43:43.893
And she understands that.

00:43:44.554 --> 00:43:45.954
I'm sure she took heat because she was

00:43:45.974 --> 00:43:47.036
one of the first ones that I saw

00:43:47.076 --> 00:43:47.436
doing it.

00:43:47.657 --> 00:43:50.659
I'm sure her doctor colleagues were like,

00:43:50.920 --> 00:43:53.061
whoa, look at Dr. TikTok over here.

00:43:53.181 --> 00:43:54.143
Oh, I got called the other day.

00:43:54.182 --> 00:43:55.844
I got called a Timu version of Jimmy

00:43:55.884 --> 00:43:57.985
Kimmel.

00:43:58.005 --> 00:43:59.226
I could be so lucky.

00:43:59.628 --> 00:44:00.327
Are you kidding me?

00:44:00.427 --> 00:44:01.789
If I were Timu Jimmy Kimmel?

00:44:02.659 --> 00:44:03.059
Trust me,

00:44:03.159 --> 00:44:04.679
I wouldn't be doing live streams, right?

00:44:04.699 --> 00:44:06.099
We'd have an intern handing me coffee.

00:44:07.039 --> 00:44:08.360
Drew Cruz, by the way,

00:44:08.581 --> 00:44:10.300
congrats on taking the leap of launching

00:44:10.320 --> 00:44:10.981
your own podcast.

00:44:11.061 --> 00:44:13.541
I gave him a deadline until December

00:44:13.561 --> 00:44:14.161
thirty first.

00:44:14.521 --> 00:44:15.563
What's what's Drew saying?

00:44:16.543 --> 00:44:18.864
I'm sure I'm sure someone will be doing

00:44:18.884 --> 00:44:20.523
a Twitch live stream of patient

00:44:20.543 --> 00:44:20.983
treatments.

00:44:21.083 --> 00:44:23.045
Jimmy and I have talked about it twenty

00:44:23.085 --> 00:44:25.425
times in real life.

00:44:26.465 --> 00:44:28.666
Make the insurance make more than the

00:44:29.527 --> 00:44:30.467
insurance reimbursement.

00:44:31.807 --> 00:44:37.213
My only caveat is PT is a longer

00:44:37.253 --> 00:44:37.574
play.

00:44:37.914 --> 00:44:39.836
It takes longer to tell the story.

00:44:40.157 --> 00:44:42.460
So understand which – you have to segment

00:44:42.500 --> 00:44:43.141
the stories.

00:44:43.820 --> 00:44:44.422
So that's the thing.

00:44:44.561 --> 00:44:48.166
So it's more survivor-ish than it is,

00:44:48.266 --> 00:44:50.949
you know, a thirty-second short clip.

00:44:51.989 --> 00:44:53.610
Um, but absolutely.

00:44:53.670 --> 00:44:54.992
Like there are so many,

00:44:55.311 --> 00:44:57.072
so many of these examples that have been

00:44:57.112 --> 00:44:59.255
proven in the past that come into it.

00:44:59.855 --> 00:45:01.916
And again, I just, I don't understand.

00:45:01.976 --> 00:45:03.476
This is something that I would put into

00:45:03.516 --> 00:45:06.018
chat GVC because I don't understand the

00:45:06.059 --> 00:45:08.840
disconnect between you've got a group of

00:45:08.900 --> 00:45:11.501
therapists who don't want patients to pay

00:45:11.521 --> 00:45:13.623
for anything and think it's immoral,

00:45:13.762 --> 00:45:16.304
unethical to charge patients, uh,

00:45:16.425 --> 00:45:19.067
in addition to what Medicare, Medicaid,

00:45:19.186 --> 00:45:21.148
or their private insurance will pay.

00:45:22.025 --> 00:45:23.427
I provide them a solution.

00:45:23.967 --> 00:45:24.547
I say, hey,

00:45:24.748 --> 00:45:26.389
we don't even have to charge anybody.

00:45:26.628 --> 00:45:28.411
We can make it completely free to the

00:45:28.431 --> 00:45:29.851
patient, to the insurance company.

00:45:30.251 --> 00:45:31.833
We can eliminate all the insurance

00:45:31.873 --> 00:45:33.233
regulation because this was one of the

00:45:33.253 --> 00:45:33.815
things I said.

00:45:33.875 --> 00:45:34.434
I was like, look,

00:45:34.474 --> 00:45:35.715
as long as you're billing insurance,

00:45:35.735 --> 00:45:38.018
you are subject to the insurance policy

00:45:38.038 --> 00:45:39.057
coverage guidelines.

00:45:39.418 --> 00:45:40.840
This eliminates all of that.

00:45:41.786 --> 00:45:43.788
I could bring services to the people who

00:45:44.467 --> 00:45:46.369
would never in a million years be able

00:45:46.409 --> 00:45:47.329
to come see me.

00:45:48.010 --> 00:45:49.911
And now you're having a problem with this

00:45:49.951 --> 00:45:50.610
in some other way.

00:45:50.931 --> 00:45:52.172
It reminds me of the Mr.

00:45:52.211 --> 00:45:54.632
Beast where he gave vision to blind

00:45:54.672 --> 00:45:55.054
people.

00:45:55.193 --> 00:45:56.594
I don't remember exactly what the

00:45:56.634 --> 00:45:57.454
procedure was.

00:45:58.034 --> 00:46:00.715
And he was being called out for exploiting

00:46:00.775 --> 00:46:03.157
the individuals who he paid for their

00:46:03.217 --> 00:46:03.777
surgeries.

00:46:04.237 --> 00:46:05.679
He dug wells in Africa.

00:46:05.699 --> 00:46:07.159
I think he did a hundred wells in

00:46:07.259 --> 00:46:08.840
Africa to bring clean water.

00:46:09.340 --> 00:46:12.922
And dude took heat, which if anything,

00:46:12.981 --> 00:46:14.382
if you learn anything from those two

00:46:14.422 --> 00:46:14.802
stories,

00:46:15.161 --> 00:46:17.623
it's you will be pissing someone off no

00:46:17.643 --> 00:46:19.664
matter what you do.

00:46:19.684 --> 00:46:20.344
Get out of bed.

00:46:20.364 --> 00:46:21.545
You're going to piss someone off.

00:46:21.844 --> 00:46:22.846
Stay in bed too long.

00:46:23.025 --> 00:46:24.166
You're going to piss someone off.

00:46:24.505 --> 00:46:26.186
Here's my new idea for twenty twenty six.

00:46:26.786 --> 00:46:28.128
Since I've been more and I want to

00:46:28.148 --> 00:46:29.568
see if we'll still there with his thoughts

00:46:29.588 --> 00:46:30.829
and I want your thoughts, Tony.

00:46:31.485 --> 00:46:34.146
Since I've been more active on LinkedIn in

00:46:34.166 --> 00:46:34.947
the last couple of weeks,

00:46:35.027 --> 00:46:36.588
I'm getting more people being like, huh?

00:46:37.750 --> 00:46:38.911
Sounds like this guy might know what he's

00:46:38.931 --> 00:46:39.371
talking about.

00:46:39.871 --> 00:46:41.753
Spoiler alert that's remained that remains

00:46:41.773 --> 00:46:42.853
to be seen, but we'll figure it out.

00:46:42.934 --> 00:46:43.135
Right.

00:46:44.280 --> 00:46:46.001
People are now, can I pick your brain?

00:46:46.442 --> 00:46:48.702
Which Tony's solution is Clarity FM,

00:46:49.041 --> 00:46:50.222
which is a link that says,

00:46:50.242 --> 00:46:51.862
we're going to set up a phone call

00:46:51.882 --> 00:46:52.702
and you're going to pay me by the

00:46:52.782 --> 00:46:54.384
minute because picking my brain ain't

00:46:54.423 --> 00:46:54.623
free.

00:46:54.643 --> 00:46:56.463
Otherwise, you see value there.

00:46:57.385 --> 00:46:58.684
So I have two options.

00:46:59.224 --> 00:46:59.925
Clinics,

00:47:00.324 --> 00:47:02.146
product companies have been coming to me

00:47:02.186 --> 00:47:03.545
and saying, hey, Jimmy,

00:47:03.905 --> 00:47:05.547
we're wanting to break into the rehab

00:47:05.586 --> 00:47:05.887
space.

00:47:06.027 --> 00:47:07.646
Feels like you talk a lot about this

00:47:07.666 --> 00:47:08.927
and people pay attention to you because

00:47:08.947 --> 00:47:09.668
they're paying attention.

00:47:10.867 --> 00:47:12.648
I now have two options in twenty twenty

00:47:12.708 --> 00:47:12.909
six.

00:47:13.936 --> 00:47:16.177
One is four hundred and fifty dollars an

00:47:16.217 --> 00:47:16.518
hour.

00:47:17.117 --> 00:47:18.257
You get me for sixty minutes.

00:47:18.418 --> 00:47:20.018
I do no research on your company.

00:47:20.358 --> 00:47:21.418
The camera turns on.

00:47:21.838 --> 00:47:23.298
I start the clock for sixty minutes.

00:47:23.619 --> 00:47:25.219
If you're a business and you actually

00:47:25.260 --> 00:47:26.460
value my time and insight,

00:47:26.760 --> 00:47:28.619
four hundred fifty bucks feels like a

00:47:28.659 --> 00:47:29.000
layup.

00:47:29.481 --> 00:47:30.721
And I'll give you the transcript of the

00:47:30.740 --> 00:47:32.641
call and I'll just verbally process for an

00:47:32.681 --> 00:47:32.860
hour.

00:47:33.101 --> 00:47:34.302
And then if you want to hire me

00:47:34.822 --> 00:47:35.501
to do whatever,

00:47:35.782 --> 00:47:37.021
I'll knock that four hundred fifty bucks

00:47:37.242 --> 00:47:39.483
off of whatever I want to charge you.

00:47:39.523 --> 00:47:40.282
That's option one.

00:47:41.637 --> 00:47:42.418
Option two, Tony,

00:47:42.498 --> 00:47:43.398
you already know what it is.

00:47:44.338 --> 00:47:45.539
I'll sit down with you for an hour,

00:47:46.099 --> 00:47:47.059
but we're live streaming it.

00:47:47.639 --> 00:47:49.340
And I keep all the content and I

00:47:49.380 --> 00:47:50.480
keep the attention.

00:47:50.579 --> 00:47:52.440
We don't want to give our idea away.

00:47:52.539 --> 00:47:53.420
Someone's going to steal it.

00:47:53.701 --> 00:47:55.061
First of all, no, they're not.

00:47:56.181 --> 00:47:57.201
They still have to execute on it.

00:47:57.240 --> 00:47:57.961
And if you're so great,

00:47:58.021 --> 00:47:59.322
why haven't you executed already if it's

00:47:59.342 --> 00:47:59.862
so easy?

00:48:00.181 --> 00:48:01.521
Or you have this inside track.

00:48:02.121 --> 00:48:02.822
Well, we can't do that.

00:48:02.983 --> 00:48:03.202
Great.

00:48:03.302 --> 00:48:03.782
And the answer is

00:48:05.713 --> 00:48:07.436
If my time is worth it.

00:48:07.697 --> 00:48:08.898
Look at all these degrees I have.

00:48:08.918 --> 00:48:09.838
I'm super smart.

00:48:10.360 --> 00:48:11.722
No, you singled me out.

00:48:11.882 --> 00:48:13.623
So you're telling me your time and my

00:48:13.664 --> 00:48:15.726
time combined for sixty minutes is not

00:48:15.786 --> 00:48:17.969
worth four hundred and fifty dollars.

00:48:18.590 --> 00:48:21.655
And suddenly that math maths.

00:48:21.715 --> 00:48:23.036
But here's my pushback to Drew.

00:48:25.322 --> 00:48:26.824
I'm sure someone will be doing a Twitch

00:48:26.864 --> 00:48:29.626
live stream of patient treatment as IRL

00:48:29.666 --> 00:48:31.489
stream and make more from that insurance

00:48:31.528 --> 00:48:32.108
reimbursement.

00:48:32.590 --> 00:48:34.331
Why isn't Drew?

00:48:35.012 --> 00:48:36.393
Are you waiting to be fiftieth?

00:48:37.574 --> 00:48:39.496
And I'm not singling Drew out.

00:48:39.556 --> 00:48:41.278
Drew's a solid dude, right?

00:48:42.844 --> 00:48:43.903
We're just going to wait for it.

00:48:43.923 --> 00:48:45.344
This is Roger Bannister.

00:48:45.885 --> 00:48:47.045
And for those of you who don't know

00:48:47.065 --> 00:48:48.306
who Roger Bannister was,

00:48:48.606 --> 00:48:50.007
he was the first person to break the

00:48:50.047 --> 00:48:51.867
four minute mile, which, by the way, Tony,

00:48:51.887 --> 00:48:54.228
I don't know if you've read was impossible

00:48:54.268 --> 00:48:54.688
to do.

00:48:55.068 --> 00:48:57.110
A human heart would explode.

00:48:57.590 --> 00:48:59.610
Also, what was her name?

00:48:59.650 --> 00:49:00.090
Rosie,

00:49:00.110 --> 00:49:01.652
who ran with the first female to run

00:49:01.672 --> 00:49:02.711
the Boston Marathon.

00:49:03.172 --> 00:49:06.833
Doctors learned, learned medical doctors.

00:49:07.693 --> 00:49:12.255
said that a female's uterus would fall out

00:49:12.355 --> 00:49:15.096
of her vagina if she tried to run

00:49:15.155 --> 00:49:15.996
twenty six miles.

00:49:16.456 --> 00:49:18.016
And I don't know if you've seen Tony,

00:49:18.217 --> 00:49:21.237
but I believe more marathon finishers are

00:49:21.277 --> 00:49:23.797
actually female than male with no with to

00:49:23.838 --> 00:49:24.297
my knowledge,

00:49:24.378 --> 00:49:25.918
no uteruses have fallen out on any

00:49:25.958 --> 00:49:26.639
marathon course.

00:49:26.998 --> 00:49:28.280
But my point is to Drew,

00:49:29.079 --> 00:49:29.880
who's sweating now.

00:49:31.641 --> 00:49:32.802
It's just about being first.

00:49:33.402 --> 00:49:36.126
Who's going to be the first Judge Judy

00:49:36.987 --> 00:49:37.646
in PT?

00:49:37.947 --> 00:49:41.371
I think it's Tony.

00:49:42.793 --> 00:49:43.152
Yeah.

00:49:44.173 --> 00:49:45.496
So to support Drew.

00:49:46.831 --> 00:49:48.353
I go through this constantly.

00:49:48.373 --> 00:49:48.873
Because it's hard.

00:49:49.333 --> 00:49:50.434
Why isn't it me?

00:49:51.396 --> 00:49:53.056
Why don't I give up my license?

00:49:53.097 --> 00:49:55.759
Why don't I move out of this world?

00:49:56.400 --> 00:49:57.320
Because it's scary.

00:49:57.380 --> 00:49:58.360
And you paid a lot of money.

00:49:58.380 --> 00:49:59.481
You worked really hard.

00:49:59.661 --> 00:50:00.103
By the way,

00:50:01.244 --> 00:50:03.625
whenever you talk about the woman marathon

00:50:03.666 --> 00:50:04.005
runner,

00:50:04.065 --> 00:50:05.686
these are the guys coming out trying to

00:50:05.726 --> 00:50:08.188
tackle her to get her off the course

00:50:08.228 --> 00:50:09.570
when she's running the marathon.

00:50:11.391 --> 00:50:12.492
You know that story, right?

00:50:12.693 --> 00:50:13.793
Yeah, that was what I was talking about.

00:50:13.813 --> 00:50:14.914
I said Rosie, but it's Catherine.

00:50:14.994 --> 00:50:15.074
Yeah.

00:50:15.876 --> 00:50:18.077
I don't know why I said Rosie.

00:50:18.838 --> 00:50:21.519
So anyway, I totally empathize.

00:50:22.159 --> 00:50:24.362
Why don't I, me personally,

00:50:24.422 --> 00:50:26.422
do all the things that I suggest?

00:50:26.862 --> 00:50:27.884
Because I'm afraid to.

00:50:27.943 --> 00:50:28.684
I'm worried about it.

00:50:28.724 --> 00:50:29.465
I've got a family.

00:50:29.505 --> 00:50:30.306
I've got kids.

00:50:30.846 --> 00:50:34.208
I've seen what it's like when you try

00:50:34.228 --> 00:50:38.050
to change things and that loud minority

00:50:38.090 --> 00:50:39.811
comes after you.

00:50:39.952 --> 00:50:42.873
I've seen people get basically run out of

00:50:43.094 --> 00:50:45.115
their profession, close their business.

00:50:46.496 --> 00:50:47.637
it's a scary thing.

00:50:47.998 --> 00:50:49.579
And we do live in a world right

00:50:49.619 --> 00:50:51.659
now where you have a big target on

00:50:51.679 --> 00:50:53.161
your back if you're trying to make things

00:50:53.201 --> 00:50:55.322
better in a certain way that a certain

00:50:55.342 --> 00:50:56.844
community doesn't agree with.

00:50:57.284 --> 00:51:00.166
It's hard to convince someone of something

00:51:00.527 --> 00:51:04.028
when their salary is dependent upon them

00:51:04.289 --> 00:51:05.269
agreeing with this.

00:51:05.530 --> 00:51:06.291
That's what we're saying.

00:51:07.231 --> 00:51:11.594
Tim Fox started Fox Rehab plus years ago.

00:51:12.539 --> 00:51:13.681
And this is back when there was no

00:51:13.721 --> 00:51:16.302
control F of a PDF on Medicare rules.

00:51:17.342 --> 00:51:18.543
And he was sitting around going,

00:51:19.224 --> 00:51:21.264
why do these really deconditioned older

00:51:21.304 --> 00:51:23.085
adults never get PT?

00:51:23.806 --> 00:51:24.706
Are they just lazy?

00:51:25.588 --> 00:51:26.847
And then he was like, okay.

00:51:26.887 --> 00:51:27.728
He like went to,

00:51:28.449 --> 00:51:29.449
he went to a doctor's office.

00:51:29.489 --> 00:51:30.911
I believe I might be like hedging the

00:51:30.951 --> 00:51:33.192
story, but it was like, he asked,

00:51:34.233 --> 00:51:35.492
I want some referrals doc.

00:51:36.173 --> 00:51:36.954
So that's traditional.

00:51:37.273 --> 00:51:37.795
But then he said,

00:51:38.074 --> 00:51:39.175
I want your toughest cases.

00:51:39.215 --> 00:51:39.856
And the docs were like,

00:51:40.748 --> 00:51:41.228
That's weird.

00:51:41.650 --> 00:51:42.873
People want the easy ones to make the

00:51:42.914 --> 00:51:43.054
money.

00:51:43.074 --> 00:51:43.896
He's like, give me your toughest.

00:51:44.117 --> 00:51:45.280
Give me the ones that you think are

00:51:45.320 --> 00:51:46.744
beyond hope, essentially.

00:51:47.646 --> 00:51:48.909
And then he was waiting at his office

00:51:48.929 --> 00:51:49.170
for them.

00:51:50.284 --> 00:51:50.945
And they never showed up.

00:51:51.465 --> 00:51:52.887
And they're just like, where are they?

00:51:53.347 --> 00:51:54.827
And he realized they're so deconditioned,

00:51:55.449 --> 00:51:57.829
getting to my office is not possible.

00:51:58.471 --> 00:51:58.851
So he's like, well,

00:51:58.871 --> 00:52:00.371
why don't we do what the old doctors

00:52:00.431 --> 00:52:00.751
used to do?

00:52:00.771 --> 00:52:02.172
They used to grab their leather bag and

00:52:02.193 --> 00:52:03.833
they used to walk to someone's house.

00:52:04.335 --> 00:52:06.195
That makes more sense, right?

00:52:06.695 --> 00:52:07.637
So he would do house calls.

00:52:07.757 --> 00:52:08.476
And then a large,

00:52:08.677 --> 00:52:10.599
I wasn't in the profession then.

00:52:11.853 --> 00:52:13.077
But people said, that's illegal.

00:52:13.719 --> 00:52:15.483
We're going to take your license, bro.

00:52:15.884 --> 00:52:17.507
Hey, everybody, grab the pitchforks.

00:52:17.628 --> 00:52:18.771
Grab the torches.

00:52:18.811 --> 00:52:19.934
Let's go burn this guy down.

00:52:19.974 --> 00:52:21.036
He's doing something different.

00:52:22.431 --> 00:52:23.612
We're a profession that wants to be

00:52:23.672 --> 00:52:24.233
innovative.

00:52:24.612 --> 00:52:25.673
But look at this guy doing something

00:52:25.713 --> 00:52:26.074
different.

00:52:26.753 --> 00:52:27.855
Ban this man.

00:52:28.695 --> 00:52:29.536
And then he was like,

00:52:29.576 --> 00:52:30.396
but I hired a lawyer.

00:52:30.476 --> 00:52:31.617
I went to the, he's like,

00:52:31.717 --> 00:52:32.197
he tells the story.

00:52:32.217 --> 00:52:33.478
I went to the library.

00:52:33.798 --> 00:52:35.378
Kids, that's a building filled with books.

00:52:36.139 --> 00:52:37.501
And he looked up the regulation and it

00:52:37.521 --> 00:52:39.641
was like, I can do Medicare Part B.

00:52:39.842 --> 00:52:42.003
Doesn't show me where I have to do

00:52:42.063 --> 00:52:42.123
it.

00:52:42.182 --> 00:52:42.884
Why does it matter?

00:52:44.224 --> 00:52:45.885
Now they're in.

00:52:45.945 --> 00:52:46.865
Seventy eight states.

00:52:47.045 --> 00:52:47.967
OK, maybe that math is high,

00:52:48.086 --> 00:52:49.748
but there are a lot of states and

00:52:49.768 --> 00:52:51.289
they provide PTOT and speech to older

00:52:51.309 --> 00:52:51.588
adults.

00:52:53.409 --> 00:52:55.190
But they wanted to set him on fire.

00:52:56.090 --> 00:52:56.411
Why?

00:52:56.911 --> 00:52:57.791
Because he was different.

00:53:00.094 --> 00:53:01.454
People want you to do better.

00:53:02.556 --> 00:53:03.376
Just not better than them.

00:53:04.800 --> 00:53:05.179
Yeah.

00:53:05.480 --> 00:53:06.981
Everybody was like, ah, the Yankees,

00:53:07.001 --> 00:53:08.201
they can't win in the eighties.

00:53:08.641 --> 00:53:09.661
Then they won in ninety six.

00:53:09.722 --> 00:53:11.222
Everybody was like, hey, that's great.

00:53:11.262 --> 00:53:11.902
They deserve that.

00:53:11.922 --> 00:53:14.103
They've had a good solid run where Don

00:53:14.123 --> 00:53:15.123
Mattingly couldn't get it done.

00:53:15.423 --> 00:53:16.284
Then they want a second one.

00:53:16.304 --> 00:53:17.684
People were like, screw these guys.

00:53:17.804 --> 00:53:18.525
We hate these guys.

00:53:18.786 --> 00:53:19.766
They're rigging the system.

00:53:20.065 --> 00:53:20.885
These guys suck.

00:53:21.367 --> 00:53:22.547
They want you to do well,

00:53:22.927 --> 00:53:23.947
just not better than them.

00:53:24.407 --> 00:53:27.108
And this Tony flips it and it touches

00:53:27.148 --> 00:53:29.289
people's emotions and they don't like it.

00:53:30.969 --> 00:53:31.871
Period.

00:53:31.911 --> 00:53:32.351
Hard stop.

00:53:33.280 --> 00:53:35.621
Yep, agreed.

00:53:35.641 --> 00:53:36.623
We have another sponsor, Tony.

00:53:36.643 --> 00:53:37.443
This one's going to hit you.

00:53:37.963 --> 00:53:39.204
Burnout Metrics.

00:53:39.744 --> 00:53:41.065
Today's episode powered by Burnout

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Metrics,

00:53:41.465 --> 00:53:42.967
the only tool that tracks therapist

00:53:43.007 --> 00:53:45.188
exhaustion in real time.

00:53:45.268 --> 00:53:46.909
I think it attaches to someone's whoop

00:53:48.090 --> 00:53:48.311
ring.

00:53:48.351 --> 00:53:50.273
The only tool that tracks therapist

00:53:50.293 --> 00:53:52.355
exhaustion where green...

00:53:53.621 --> 00:53:54.280
equals coping.

00:53:54.601 --> 00:53:56.461
Yellow equals the therapist is bordering

00:53:56.501 --> 00:53:57.123
on sarcasm.

00:53:57.463 --> 00:53:58.884
And if their metrics are in red,

00:53:58.903 --> 00:54:01.065
they are browsing job boards at lunch.

00:54:01.144 --> 00:54:01.945
Burnout metrics.

00:54:01.985 --> 00:54:04.505
You can't fix what you refuse to measure.

00:54:04.987 --> 00:54:07.507
Learn more at thisfeelsfine.health.

00:54:09.648 --> 00:54:10.688
Love it.

00:54:11.048 --> 00:54:11.929
Dave would chime in.

00:54:11.949 --> 00:54:13.510
This is why in every Facebook group

00:54:13.610 --> 00:54:16.711
related to PT now allows anonymous posting

00:54:17.132 --> 00:54:17.672
because they're like,

00:54:17.771 --> 00:54:18.972
you know people are bitching and that's

00:54:18.992 --> 00:54:19.853
the only way they're going to do it.

00:54:20.152 --> 00:54:21.134
I understand it.

00:54:21.673 --> 00:54:22.514
I understand it.

00:54:22.554 --> 00:54:23.054
It's just like...

00:54:24.070 --> 00:54:25.489
I don't know, half the time, I'm just,

00:54:25.751 --> 00:54:26.030
whatever.

00:54:26.050 --> 00:54:27.070
All right, we got six minutes.

00:54:27.090 --> 00:54:28.210
Do you want to go to the mailbag?

00:54:28.731 --> 00:54:29.831
Yeah, let's do it.

00:54:30.231 --> 00:54:33.072
All right, let's go.

00:54:33.092 --> 00:54:33.472
Where are we?

00:54:33.512 --> 00:54:34.753
Steven, long time watcher,

00:54:34.972 --> 00:54:35.893
slightly panicking though.

00:54:36.713 --> 00:54:38.074
I'm a clinic owner who's finally built an

00:54:38.213 --> 00:54:38.653
audience.

00:54:38.994 --> 00:54:40.554
Now everybody wants me to sell something.

00:54:40.635 --> 00:54:42.054
What if I don't actually want to be

00:54:42.074 --> 00:54:42.536
an influencer?

00:54:42.596 --> 00:54:43.695
I did not plan this one.

00:54:45.612 --> 00:54:46.313
What if I don't want to be an

00:54:46.393 --> 00:54:46.974
influencer?

00:54:47.454 --> 00:54:48.614
Does that accidentally happen?

00:54:48.853 --> 00:54:50.675
Is it like accidentally becoming jacked?

00:54:51.014 --> 00:54:51.436
Like, oh,

00:54:51.456 --> 00:54:52.596
I lifted three weights and look at all

00:54:52.615 --> 00:54:53.076
these muscles.

00:54:53.096 --> 00:54:55.297
They're way too big for my suit.

00:54:55.817 --> 00:54:57.057
So clinic owner who finally built an

00:54:57.137 --> 00:54:57.498
audience.

00:54:57.958 --> 00:54:59.239
Now everyone wants me to sell something.

00:54:59.278 --> 00:54:59.978
What if I don't want to be an

00:55:00.018 --> 00:55:00.478
influencer?

00:55:00.898 --> 00:55:02.800
I would say, then don't sell anything.

00:55:05.003 --> 00:55:07.204
I would also say the thing to strive

00:55:07.244 --> 00:55:07.445
for,

00:55:07.664 --> 00:55:09.266
somebody called me a physical therapy

00:55:09.407 --> 00:55:11.628
influencer once as I was walking on stage

00:55:11.648 --> 00:55:12.228
at an event.

00:55:12.568 --> 00:55:14.150
And I'm not saying this to look like

00:55:14.530 --> 00:55:15.592
I'm so grounded.

00:55:16.231 --> 00:55:19.655
It made me a little nauseous.

00:55:19.715 --> 00:55:20.275
Here's why.

00:55:21.077 --> 00:55:22.938
My entire podcast for the last decade is

00:55:22.998 --> 00:55:25.099
built on me sitting next to smart people,

00:55:25.500 --> 00:55:26.641
asking them questions,

00:55:27.041 --> 00:55:28.563
and then shutting up long enough for them

00:55:28.603 --> 00:55:29.043
to answer.

00:55:29.804 --> 00:55:31.025
I would say most of the people in

00:55:31.065 --> 00:55:33.327
PT or any profession who are actually

00:55:33.347 --> 00:55:33.447
smart,

00:55:34.719 --> 00:55:37.340
influential are the first when i ask them

00:55:37.360 --> 00:55:38.822
to be on my podcast go oh god

00:55:38.842 --> 00:55:39.663
you're so kind i don't really have

00:55:39.682 --> 00:55:41.264
anything to add i'm like well the forty

00:55:41.304 --> 00:55:43.865
two papers you published say otherwise

00:55:43.905 --> 00:55:45.788
that were you know are being raved about

00:55:46.307 --> 00:55:49.231
so i would say to this person steven

00:55:49.710 --> 00:55:50.931
if you don't ever wants me to sell

00:55:50.952 --> 00:55:54.474
something say no right but you already are

00:55:54.554 --> 00:55:55.936
selling something because you said you

00:55:55.976 --> 00:55:58.097
built an audience i'm assuming that's a

00:55:58.157 --> 00:56:00.440
social media audience you are doing a

00:56:00.460 --> 00:56:01.661
great job of promoting the profession

00:56:02.398 --> 00:56:03.518
It doesn't need to be on Capitol Hill.

00:56:03.818 --> 00:56:05.639
There's advocacy at work.

00:56:05.760 --> 00:56:07.061
Second one was from Mark from Phoenix.

00:56:07.101 --> 00:56:08.342
My clinic is slow every winter.

00:56:08.862 --> 00:56:10.664
Is this normal or a sign we built

00:56:10.704 --> 00:56:11.625
a fragile business?

00:56:11.824 --> 00:56:12.625
What would you say to that?

00:56:12.704 --> 00:56:13.525
Or is it just cycles?

00:56:16.166 --> 00:56:19.170
I would say it's cycles, right?

00:56:19.369 --> 00:56:20.711
We live in a society that is based

00:56:20.751 --> 00:56:23.313
upon insurance and it runs out or it

00:56:23.353 --> 00:56:24.514
gets whatever at the end of the year.

00:56:24.534 --> 00:56:25.976
So that's why part of you is saying,

00:56:26.036 --> 00:56:26.336
hey,

00:56:26.456 --> 00:56:28.860
make sure you use all your benefits before

00:56:28.880 --> 00:56:30.300
the clock resets at midnight.

00:56:30.961 --> 00:56:31.842
So Mark says,

00:56:32.302 --> 00:56:33.324
my clinic is slow every winter.

00:56:33.364 --> 00:56:34.646
Is this normal or a sign we built

00:56:34.666 --> 00:56:36.608
a fragile business?

00:56:36.668 --> 00:56:37.228
Where is he?

00:56:38.048 --> 00:56:39.170
Phoenix.

00:56:39.309 --> 00:56:39.489
Okay.

00:56:41.123 --> 00:56:42.623
I mean, like you said,

00:56:42.684 --> 00:56:44.425
every business is going to have cycles,

00:56:44.465 --> 00:56:45.065
every business.

00:56:45.144 --> 00:56:47.085
So now that you know it,

00:56:47.365 --> 00:56:48.226
you plan for it.

00:56:48.266 --> 00:56:49.507
Like when we were in Florida,

00:56:50.146 --> 00:56:52.288
we saw thirty percent of the patient

00:56:52.307 --> 00:56:53.929
caseload in August,

00:56:53.949 --> 00:56:56.250
September that we saw in January,

00:56:56.289 --> 00:56:56.829
February.

00:56:57.570 --> 00:56:59.371
We knew that was going to happen because

00:56:59.391 --> 00:57:00.311
it happened every year.

00:57:00.371 --> 00:57:01.731
That was not that we had a bad

00:57:01.771 --> 00:57:02.233
business.

00:57:02.773 --> 00:57:05.313
Maybe we chose a tough industry,

00:57:05.353 --> 00:57:06.795
but every industry is going to be tough.

00:57:07.594 --> 00:57:09.876
So what we did was our staff,

00:57:10.277 --> 00:57:11.097
I said, Hey guys,

00:57:11.579 --> 00:57:12.699
this is your time of year.

00:57:12.820 --> 00:57:14.260
If you want to go pick up PRN

00:57:14.280 --> 00:57:14.961
at the hospital,

00:57:15.001 --> 00:57:16.362
you want to go pick up PRN at

00:57:16.402 --> 00:57:16.844
home health.

00:57:16.864 --> 00:57:18.505
You're going to make double or triple what

00:57:18.525 --> 00:57:19.485
you're making with me.

00:57:20.027 --> 00:57:21.148
It's going to save me.

00:57:21.628 --> 00:57:22.429
I will pay you.

00:57:22.869 --> 00:57:24.690
But if you're going to go work somewhere

00:57:24.731 --> 00:57:24.931
else,

00:57:29.434 --> 00:57:30.536
And then on the flip side,

00:57:30.577 --> 00:57:31.557
that's where we're like, hey,

00:57:31.577 --> 00:57:32.599
we've got this space.

00:57:32.639 --> 00:57:34.221
There's still residents here.

00:57:34.621 --> 00:57:36.143
Let's do other programs.

00:57:36.182 --> 00:57:37.643
We started the wellness program.

00:57:37.684 --> 00:57:39.346
We started some nutrition stuff.

00:57:39.385 --> 00:57:42.590
We started other things outside of direct

00:57:42.630 --> 00:57:44.871
physical therapy that allowed us to

00:57:44.931 --> 00:57:47.014
monetize those slow days,

00:57:47.054 --> 00:57:48.315
those slow weeks and months.

00:57:49.177 --> 00:57:50.780
There are, we should do it,

00:57:50.880 --> 00:57:52.521
I could do an entire episode on this,

00:57:52.561 --> 00:57:53.842
and I should do a video on this,

00:57:54.402 --> 00:57:58.047
of companies that started with one

00:57:58.086 --> 00:58:00.409
product, and by now that you know them,

00:58:00.650 --> 00:58:01.650
they are not that product.

00:58:02.331 --> 00:58:04.893
Nintendo was a playing card company.

00:58:05.655 --> 00:58:06.335
Playing cards.

00:58:06.934 --> 00:58:08.275
And then I'll, what I mean,

00:58:08.356 --> 00:58:09.036
this could be a great,

00:58:09.056 --> 00:58:10.635
like just steal the strategy or look at

00:58:10.655 --> 00:58:10.775
this.

00:58:11.115 --> 00:58:12.416
It's sort of like NPR is how I

00:58:12.456 --> 00:58:12.916
built this.

00:58:13.376 --> 00:58:15.657
It's like they wanted people to play games

00:58:16.317 --> 00:58:17.036
and they were doing that.

00:58:17.458 --> 00:58:19.538
So they sold cards and then something

00:58:19.577 --> 00:58:19.898
happened.

00:58:19.958 --> 00:58:20.998
I don't even know the story,

00:58:21.297 --> 00:58:22.838
but this is making me want to do

00:58:22.898 --> 00:58:22.978
it.

00:58:23.498 --> 00:58:24.159
Something happened.

00:58:24.539 --> 00:58:25.199
Sales dipped.

00:58:25.458 --> 00:58:27.059
Another company was selling more cards

00:58:27.079 --> 00:58:29.059
because some guy's uncle, you know,

00:58:29.199 --> 00:58:31.119
owned a toy chain of toy stores.

00:58:31.179 --> 00:58:33.260
Doesn't matter what they do.

00:58:34.652 --> 00:58:35.773
Did they bitch about it in a Facebook

00:58:35.793 --> 00:58:35.994
group?

00:58:36.333 --> 00:58:36.793
Spoiler alert,

00:58:36.813 --> 00:58:39.574
there was no Facebook group back then.

00:58:39.594 --> 00:58:41.175
They changed their business model.

00:58:42.036 --> 00:58:44.077
Do you think all the other playing card

00:58:44.117 --> 00:58:46.038
or board games producers went over to

00:58:46.057 --> 00:58:47.918
Nintendo with pitchforks and torches and

00:58:47.958 --> 00:58:48.239
was like,

00:58:48.599 --> 00:58:51.599
you've urinated on the sanctity of playing

00:58:51.639 --> 00:58:52.041
cards?

00:58:52.340 --> 00:58:53.880
No, they didn't give a shit.

00:58:54.382 --> 00:58:55.181
They went, hey,

00:58:55.242 --> 00:58:56.842
great idea to not go out of business

00:58:56.862 --> 00:58:58.023
because you weren't selling enough playing

00:58:58.043 --> 00:58:58.302
cards.

00:58:58.543 --> 00:58:59.804
You shifted your business.

00:59:00.603 --> 00:59:01.784
Oh, but we're healthcare, Jimmy.

00:59:01.824 --> 00:59:02.364
We're different.

00:59:02.605 --> 00:59:02.925
Are you?

00:59:03.626 --> 00:59:03.965
Are you?

00:59:05.454 --> 00:59:06.394
Help me understand that.

00:59:06.454 --> 00:59:07.916
Why are you so get off your high?

00:59:07.956 --> 00:59:09.697
This is like the same people who will

00:59:09.737 --> 00:59:12.737
tell you that you're like the professor

00:59:12.757 --> 00:59:13.358
you're talking about,

00:59:13.378 --> 00:59:15.179
like you're not a great therapist and

00:59:15.199 --> 00:59:17.420
you're turning this into a shill will also

00:59:17.440 --> 00:59:18.840
be the first person to bitch how he

00:59:18.860 --> 00:59:19.661
doesn't get paid enough.

00:59:20.061 --> 00:59:20.320
Right.

00:59:21.041 --> 00:59:21.322
Right.

00:59:21.722 --> 00:59:23.422
We should be reimbursed more.

00:59:23.983 --> 00:59:25.483
Well, then insurance doesn't respect you.

00:59:25.523 --> 00:59:26.724
Don't sign the damn contract.

00:59:27.344 --> 00:59:29.648
The people who say insurance needs to pay

00:59:29.688 --> 00:59:31.972
us more and they signed a contract are

00:59:31.992 --> 00:59:33.916
the same people who say you signed your

00:59:33.956 --> 00:59:35.679
student loan, pay the contract.

00:59:36.811 --> 00:59:36.952
Yes,

00:59:37.132 --> 00:59:38.273
they make the best games of the eighties.

00:59:38.693 --> 00:59:39.753
Parting shots.

00:59:41.875 --> 00:59:42.775
There's a song.

00:59:42.856 --> 00:59:44.137
I don't know what the song is.

00:59:45.137 --> 00:59:47.358
Something about like, I was better.

00:59:47.978 --> 00:59:49.780
I'm better now than I ever was.

00:59:49.860 --> 00:59:50.701
Or I don't know.

00:59:51.400 --> 00:59:53.943
Talking about Mario specifically like

00:59:53.983 --> 00:59:55.503
traditional Mario.

00:59:55.983 --> 00:59:57.405
I was playing with my kids in the

00:59:57.445 --> 00:59:59.626
basement around the holidays and

01:00:00.487 --> 01:00:02.188
I thought I was way,

01:00:02.327 --> 01:00:05.170
way better than I actually was.

01:00:05.289 --> 01:00:06.731
I thought I was going to crush my

01:00:06.771 --> 01:00:07.072
kids.

01:00:07.092 --> 01:00:08.311
They were like, oh, what's this game?

01:00:08.773 --> 01:00:09.472
Holy cow.

01:00:09.592 --> 01:00:10.954
I'm terrible at Mario.

01:00:11.054 --> 01:00:12.295
I don't know if I just lost the

01:00:12.315 --> 01:00:13.615
hand-eye coordination.

01:00:15.177 --> 01:00:17.257
Anyway, that was my parting shot.

01:00:17.318 --> 01:00:18.099
It's the holidays.

01:00:18.159 --> 01:00:19.380
Go enjoy family.

01:00:19.400 --> 01:00:20.260
Enjoy friends.

01:00:20.601 --> 01:00:22.282
Do the things that you do with them

01:00:22.481 --> 01:00:24.483
in real life, not on social media.

01:00:25.344 --> 01:00:26.844
And I know we're not going to be

01:00:26.864 --> 01:00:27.684
on Thursday.

01:00:28.085 --> 01:00:29.887
So what are you doing for Thursday?

01:00:30.726 --> 01:00:31.307
Uh, Thursday.

01:00:31.327 --> 01:00:32.648
Well, today's my dad's birthday,

01:00:32.809 --> 01:00:34.210
which I always felt bad for my dad,

01:00:34.309 --> 01:00:34.990
even as a kid.

01:00:35.030 --> 01:00:36.070
Cause I was like, oh man,

01:00:36.090 --> 01:00:37.032
like it's so close to Chris.

01:00:37.271 --> 01:00:40.295
He loved it because he was like,

01:00:40.335 --> 01:00:41.635
our family was across the country.

01:00:42.255 --> 01:00:43.697
So everybody was always together for

01:00:43.717 --> 01:00:44.117
Christmas.

01:00:44.458 --> 01:00:45.338
So I was like, oh yeah,

01:00:45.378 --> 01:00:46.778
you always got a family.

01:00:47.693 --> 01:00:49.594
birthday cake and there was always family

01:00:49.614 --> 01:00:50.876
it wasn't about get it was never about

01:00:50.936 --> 01:00:52.737
gifts for my dad was like look everyone's

01:00:52.797 --> 01:00:54.237
here but if i was born in june

01:00:54.617 --> 01:00:56.079
i'd get a card or a call he's

01:00:56.099 --> 01:00:58.219
like i sort of like this better uh

01:00:58.239 --> 01:00:59.221
so i'm gonna pick my dad up from

01:00:59.240 --> 01:01:00.601
where he's living we're gonna i mean i

01:01:00.621 --> 01:01:01.661
don't know if you notice i didn't stand

01:01:01.702 --> 01:01:03.702
it uh jimmy's not so great at uh

01:01:03.742 --> 01:01:06.744
making christmas trees perfectly stand up

01:01:06.784 --> 01:01:08.226
straight we'll work on that i'll get on

01:01:08.266 --> 01:01:10.226
that even plugged in there's no lights

01:01:10.387 --> 01:01:11.547
I know because it fell over in the

01:01:11.568 --> 01:01:12.128
middle of the night.

01:01:12.309 --> 01:01:12.688
I was like,

01:01:12.929 --> 01:01:14.050
am I getting broken in with?

01:01:14.170 --> 01:01:14.710
I came out,

01:01:14.771 --> 01:01:15.791
saw the tree on the floor,

01:01:15.911 --> 01:01:16.512
water everywhere.

01:01:16.532 --> 01:01:17.273
You know what I did, Tony?

01:01:17.653 --> 01:01:18.594
Went back to bed.

01:01:19.114 --> 01:01:20.856
That's a tomorrow Jimmy problem.

01:01:21.197 --> 01:01:21.878
Quick question.

01:01:21.898 --> 01:01:24.400
Did you only hang ornaments and lights on

01:01:24.440 --> 01:01:26.262
the front or did you go all the

01:01:26.282 --> 01:01:26.782
way around?

01:01:27.043 --> 01:01:28.023
Oh, I go all the way around.

01:01:28.403 --> 01:01:28.903
Okay.

01:01:28.943 --> 01:01:30.865
Like ornaments will go over when you only

01:01:30.905 --> 01:01:31.427
do the front.

01:01:31.726 --> 01:01:33.608
yeah yeah no ornaments i'll go like eighty

01:01:33.628 --> 01:01:34.750
percent like i won't do it on the

01:01:34.809 --> 01:01:36.170
straight back but i do have one of

01:01:36.190 --> 01:01:37.731
those like stick lights that's on the

01:01:37.771 --> 01:01:39.554
floor so it makes the whole tree glow

01:01:39.934 --> 01:01:41.695
it doesn't glow when the tree is on

01:01:41.735 --> 01:01:43.436
the floor though again three o'clock in

01:01:43.456 --> 01:01:44.818
the morning i thought i was getting robbed

01:01:45.157 --> 01:01:47.059
nobody wants to come rob jimmy the tree

01:01:47.079 --> 01:01:49.262
just fell over uh ben galen happy holidays

01:01:49.282 --> 01:01:50.762
see you in twenty twenty six we might

01:01:50.782 --> 01:01:52.824
be back between now and twenty twenty six

01:01:52.864 --> 01:01:54.485
right there's a week yeah you and dave

01:01:54.505 --> 01:01:55.967
will do tuesday i'm gonna be out

01:01:57.028 --> 01:01:58.750
I would say choose your heart.

01:01:59.210 --> 01:01:59.510
Listen,

01:01:59.710 --> 01:02:02.632
and if you're raging against something,

01:02:03.253 --> 01:02:04.835
put that argument in the chat GPT and

01:02:05.074 --> 01:02:06.836
ask yourself, ask it honestly.

01:02:07.197 --> 01:02:09.119
Are there logical fallacies at play?

01:02:09.940 --> 01:02:11.039
Be open to being...

01:02:11.976 --> 01:02:12.317
Wrong.

01:02:12.396 --> 01:02:13.197
Be open to being wrong.

01:02:13.217 --> 01:02:14.139
I was going to say something different,

01:02:14.159 --> 01:02:14.478
but I'm not.

01:02:14.498 --> 01:02:15.318
I'm going to say be open to being

01:02:15.338 --> 01:02:15.519
wrong.

01:02:15.699 --> 01:02:16.820
All right, we'll see you guys next week.

01:02:16.860 --> 01:02:17.380
Happy holidays.

01:02:17.420 --> 01:02:17.760
Good show.

01:02:17.780 --> 01:02:18.702
That's it.

01:02:19.382 --> 01:02:19.882
We're out.

01:02:19.902 --> 01:02:21.364
Boys, what the hell are you doing?

01:02:21.403 --> 01:02:24.226
Follow Tony Maritato on YouTube at Total

01:02:24.246 --> 01:02:25.286
Therapy Solution.

01:02:25.347 --> 01:02:26.347
Find Dave Kittle at

01:02:26.367 --> 01:02:29.530
conciergepainrelief.com and on YouTube at

01:02:29.570 --> 01:02:30.750
The Dave Kittle Show.

01:02:31.090 --> 01:02:34.193
And follow Jimmy McKay at PG Podcasts on

01:02:34.233 --> 01:02:35.373
YouTube, the socials,

01:02:35.494 --> 01:02:37.275
and wherever you binge podcasts you

01:02:37.295 --> 01:02:38.396
pretend are for CEOs.

01:02:39.231 --> 01:02:40.673
And hey, just a reminder,

01:02:41.175 --> 01:02:42.456
none of this was for advice.

01:02:42.516 --> 01:02:43.980
This was for entertainment only.

01:02:44.280 --> 01:02:45.521
Our lawyers say that counts.

01:02:45.722 --> 01:02:46.563
Thanks, Keegan.