WEBVTT

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Not me.

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You're listening to the PT Pinecast,

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where smart people in healthcare come to

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make noise.

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Here's your host, Jimmy McKay.

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I still stand behind the new name of

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the show,

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which is Welcome to Marketing Doesn't

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Work,

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the show where two healthcare marketing

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nerds get honest about what actually

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works, what's BS,

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and how to keep your sanity while

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promoting PT, health care,

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wherever you are.

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A lot of this is applicable not just

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within physical therapy,

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but I'm a physical therapist,

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so I like to keep one foot on

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the base so I don't get picked off.

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If you've ever said,

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we post all the time, but nothing happens,

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or marketing doesn't work in my town...

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This show's for you.

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I've had people say that.

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The market doesn't work here.

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I get it, Jimmy.

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Where you live, it works, but not here.

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And I've seen those people in the last

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two to three years.

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Now they've got regular content going out

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on what looks like a schedule.

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And I'm like, ha, man,

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the world must have changed.

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Yeah.

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Uh, it's very, very interesting.

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All of a sudden it started working or

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you started doing it regularly.

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I, and I love using,

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cause this is where I get to play

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my, I'm, I have a,

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I have a PT degree just like you

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card and I use parallels.

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So let me do it.

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Let me do a sponsor thing before I

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forget.

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Cause then I'll be in and I'll be

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like, Oh, I got to redo that.

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Uh, do you want to thank longtime sponsor?

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Brooks IHL,

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they do residencies and fellowships down

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in Florida,

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which if you're going to do a residency

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or a fellowship, I got to be honest,

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we're both in the Northeast.

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Be smart and go somewhere warm to do

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it.

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It is live, Tony.

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Oh, Tony liked the last one,

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so he's watching again.

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Tony's a big live guy.

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uh brooks ihl world-class residencies

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fellowships and continuing education

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designed to turn good clinicians into

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great ones uh their mentors walk the walk

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talk the talk the whole thing um check

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out brooks ihl see how far your career

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is going to go brooks ihl.org pediatrics

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uh neuro geriatrics all the things um

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where was i this is why andrea's here

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what was i asking before i stopped um

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marketing doesn't work where i live and

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then it starts to work so things must

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have changed

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Yeah, but of course, that's not the case.

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So I love doing the parallel of there's

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a principle in healthcare,

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really like in PT, but in healthcare,

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it's called the FITVP principle,

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F-I-T-T-V-P, which is frequency,

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intensity, time, type, volume,

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and progression.

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And this is meant to be like, hey,

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you want bigger beats?

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muscles, frequency, intensity, time, type,

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volume, and progression.

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And PTs understand this innately.

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And then I go,

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they're marketing principles too.

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And they're like, what do you mean?

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I'm like, frequency, intensity, time,

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type, volume, progression.

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What are you doing?

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So what I wanted to do was sort

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of

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I wanted to play a game called Stop,

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Start, Continue.

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Have you ever done one of these before?

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It's like a big consulting thing or like

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a one-on-one thing, right?

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So what are some things you think people

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should stop doing?

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You don't have to do it in this

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order either.

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You just throw it out.

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Stop doing in twenty twenty six marketing

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wise.

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Start doing in twenty twenty six marketing

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wise or continue.

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Let's bring sometimes it's good to bring

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things from twenty twenty five into the

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fray.

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So what's something every health care

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organization should will go with?

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Start.

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Where do you want to start?

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You tell me.

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Stop, start or continue.

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You can start with stop.

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And maybe you saw my post from two

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hours ago on LinkedIn.

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And that post is here's what I'm telling

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clients to stop doing in twenty twenty

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six.

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I didn't look.

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I love when things line up.

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That wasn't on purpose.

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So so a few things in no particular

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order.

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And it's a lot like we've talked about

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in the past.

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Stop spraying and praying.

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So that's kind of like the patchwork

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stuff.

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It's like stop doing stuff and hoping it

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works.

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Like do stuff for a reason or don't

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do it.

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Yeah, I feel like that's a big one.

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I love to say it like.

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like when healthcare providers would be

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like, well, my patient came in.

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They always like,

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that was a fake voice too.

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Well,

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my patient came in and they're just like,

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did you do the exercises I gave you?

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And they're like, eh, not really.

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And then nothing happened.

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I want to be like, well,

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did you spray and pray?

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Did you just randomly do some stuff and

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then it didn't work?

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And then you said, oh, I don't know.

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This whole thing doesn't work and that

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happens all the time.

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When you put it in perspective that way,

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it's very obvious.

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Yeah.

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It is.

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Spraying and praying.

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What do you see people doing?

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What does spraying and praying look like

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with organizations you've worked for?

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I mean, it could be anything.

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So it could be,

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it's really anything you're doing that you

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don't have like a strategy behind why

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you're doing it.

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So spraying and praying,

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or you're not measuring it.

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So it's kind of like throwing spaghetti at

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the wall and seeing what sticks.

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So you're like, oh, let's post on social.

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And then you do it for two weeks

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and then nothing happens.

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Nothing happens,

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but you don't have a strategy behind it.

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You don't really have good content.

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You don't know like what you're posting,

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who you're posting to that sort of thing.

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And you're like, well, why didn't it work?

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Um, I mean,

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and you could say this across the board

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for any type of campaign.

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If you, you know, whatever you're doing,

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like it could be paid ads.

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It could be anything across the gamut of

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marketing.

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But if you're,

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if you don't know why you're doing it,

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you're not measuring it.

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You're really just spraying and praying.

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We do that all the time.

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Like when, especially this, that, um,

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that phrase comes up when PTs will take

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students and they'll just be like, well,

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I'll just ask that student,

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why are you doing that exercise?

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And they won't have a good reason.

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I'll be like, great.

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Why are you doing that strategy?

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Well, because I saw someone else doing it.

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Awesome.

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Why were they doing it?

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Right.

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I don't know.

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So why are you doing it?

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I don't know.

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Do you know who the smartest person in

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marketing, in my experience, has been?

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Usually the CEO's niece.

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So my niece looked at our Instagram and

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said it sucked.

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So could we make it better?

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And I love because I'm sort of a

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jerk and I'll just be like, hey,

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is your niece anywhere near who we're

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trying to talk to?

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Well, no,

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we're trying to talk to older adults.

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She's nineteen.

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So, huh, that's weird.

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That's weird that she would have deeper

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insight than the people who get paid to

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do this.

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And not saying that you get paid to

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do it means that you're good at it.

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But maybe we thought about it deeper than

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because a nineteen year old could be very

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good at it.

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Right.

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But that's typically who I love being

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introduced to, CEOs, nieces.

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Yes, or nephews.

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And I have a few.

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I had a nickel for every nephew who

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said we should be on TikTok.

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And maybe we should be on TikTok.

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Maybe.

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But let's figure it out.

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I'm going to start with a stop.

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You did a start.

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No, you said stop.

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Stop.

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I'm going to do a stop as well,

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which is...

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It's going to sound like I'm biting off

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of yours, but this is my lead,

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which is doing it because the other

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clinic,

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either in my town or in my vertical,

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is doing it.

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That feels weak, I would say,

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all the time.

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There was a great phrase that says,

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you don't go to war with what you

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need,

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you go to war with what you have.

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Right.

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And I remember in radio,

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when I was back in radio,

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it would be like, well,

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we should start doing this.

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And I'm like, number one,

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do we need to do that?

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Well, our competition is doing it.

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Hang on.

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Before we react.

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Knee-jerk reaction.

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Worst kind of reaction, right?

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The other thing was,

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let's say we do need to do it.

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I would go, okay, we've decided.

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We moved on from that decision stage.

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Now we decided we do.

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This is the thing that we need to

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start doing.

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Do we have the people...

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the process on hand to do that well

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because in six weeks if you come to

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me and you're like i saw you doing

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that thing again of course i'm always

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talking to my boss i saw you you

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started doing that thing it sucks i'm like

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right you didn't give me the tools the

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training or the time to empower my people

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to develop a process to do that well

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so when i start talking like that i

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sound like a jerk

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No, well, I mean,

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marketers always sound like jerks, right?

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When they push back, we always do,

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but there's so much to unpack there.

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I mean, it's so,

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I've worked with so many clients and

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in-house with so many CEOs, founders,

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executives across the board,

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because everyone has an opinion on

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marketing.

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We should be doing this because our

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competition's doing it.

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I've seen it in direct to consumer.

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I've seen it in B to B.

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And this is why like,

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let's just go to B to B for

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a minute.

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When you look at a B to B,

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like health tech or any tech, um,

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website you see the same words and it's

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like crap they're saying and it's like

00:08:24.730 --> 00:08:27.012
well people hold on people have admitted

00:08:27.052 --> 00:08:28.853
me to me i'm like hey uh saw

00:08:28.874 --> 00:08:31.235
you updated the website what walk me

00:08:31.276 --> 00:08:33.157
through the above the full design meaning

00:08:33.197 --> 00:08:34.878
what i see this sec first two seconds

00:08:35.298 --> 00:08:37.240
and i've literally had people say we just

00:08:37.279 --> 00:08:38.880
copied so and so's and i'm like

00:08:40.457 --> 00:08:40.778
What?

00:08:41.238 --> 00:08:41.599
Why?

00:08:41.879 --> 00:08:42.219
What?

00:08:42.479 --> 00:08:42.839
Why?

00:08:44.000 --> 00:08:45.620
I had a client not that long ago

00:08:45.681 --> 00:08:47.782
say, here are three competitors.

00:08:47.881 --> 00:08:49.722
I want you to pull their websites

00:08:49.743 --> 00:08:50.442
together.

00:08:51.442 --> 00:08:53.024
And that's what ours is.

00:08:53.043 --> 00:08:54.085
And I'm like, well,

00:08:54.105 --> 00:08:55.565
there's so many things wrong with that.

00:08:57.765 --> 00:08:58.386
Steve, by the way,

00:08:58.427 --> 00:09:00.347
is going to forever be this not any

00:09:00.528 --> 00:09:01.087
real person.

00:09:01.288 --> 00:09:02.269
This is going to be our person.

00:09:02.589 --> 00:09:02.989
Hey, Steve,

00:09:03.009 --> 00:09:04.429
would it be okay if I took the

00:09:04.470 --> 00:09:05.909
crappiest parts of each of their website

00:09:05.929 --> 00:09:06.630
and slammed them together?

00:09:07.505 --> 00:09:07.726
No?

00:09:08.249 --> 00:09:09.111
No, exactly.

00:09:09.131 --> 00:09:09.855
Not a good idea?

00:09:10.096 --> 00:09:10.356
Huh.

00:09:10.879 --> 00:09:12.484
Just the best parts though, right?

00:09:12.544 --> 00:09:13.508
Yeah, let's do that.

00:09:14.144 --> 00:09:16.666
this is like filed under the marketing

00:09:16.826 --> 00:09:19.148
marketers always need to be educating and

00:09:19.227 --> 00:09:21.288
they end up being like the bad guy

00:09:21.349 --> 00:09:22.870
like you said because we're sort of always

00:09:22.929 --> 00:09:24.650
pushing back because it's like here's why

00:09:24.692 --> 00:09:26.352
we're not doing that let's think through

00:09:26.893 --> 00:09:29.615
what makes sense right like but do they

00:09:29.634 --> 00:09:31.275
have the same and maybe all of the

00:09:31.296 --> 00:09:32.817
things are are the same we really

00:09:32.836 --> 00:09:34.278
shouldn't be copying someone else right

00:09:34.298 --> 00:09:36.059
like i'm always like we should know what

00:09:36.100 --> 00:09:38.321
competitors are doing we but that's not

00:09:38.360 --> 00:09:39.201
our top priority

00:09:40.722 --> 00:09:41.845
I would push back and say,

00:09:41.985 --> 00:09:44.187
even if you're selling the exact same type

00:09:44.227 --> 00:09:44.688
of widget,

00:09:45.129 --> 00:09:47.091
that is a reason to not look like

00:09:47.131 --> 00:09:47.633
them at all.

00:09:48.232 --> 00:09:50.115
Because if they're looking at you,

00:09:50.155 --> 00:09:51.096
they're probably looking at your

00:09:51.136 --> 00:09:52.058
competition also.

00:09:52.558 --> 00:09:54.302
And if they've bounced from one to the

00:09:54.341 --> 00:09:54.501
other,

00:09:54.863 --> 00:09:57.046
they are looking for something different.

00:09:58.427 --> 00:09:59.168
That's exactly it.

00:09:59.207 --> 00:10:01.190
And I think this goes to one of

00:10:01.269 --> 00:10:04.553
my stop doings in twenty twenty six ties

00:10:04.653 --> 00:10:07.817
in is like stop doing generic AI content

00:10:08.057 --> 00:10:08.739
at scale.

00:10:09.019 --> 00:10:10.681
Like there is a time and place.

00:10:10.881 --> 00:10:13.183
And I I'm a fan of AI and

00:10:13.203 --> 00:10:14.566
I think it's sort of helped us become

00:10:14.605 --> 00:10:15.826
more efficient in so many areas.

00:10:16.607 --> 00:10:18.951
I think if everyone's using the same

00:10:19.010 --> 00:10:20.732
language and saying the same thing and

00:10:20.773 --> 00:10:22.815
spitting out this generic stuff, I mean,

00:10:22.895 --> 00:10:24.197
one of the things that's like big for

00:10:24.216 --> 00:10:25.899
twenty twenty six is authenticity.

00:10:25.938 --> 00:10:27.240
And we've been saying it for years.

00:10:27.280 --> 00:10:28.662
But I think in this age of AI,

00:10:28.701 --> 00:10:30.725
like brands need to have their own voice

00:10:30.745 --> 00:10:32.005
and they do need to be authentic.

00:10:32.527 --> 00:10:34.788
I feel like we should do an entire

00:10:34.808 --> 00:10:36.191
episode on what that could look like.

00:10:37.022 --> 00:10:38.183
That would be great.

00:10:38.203 --> 00:10:39.164
That'd be fun.

00:10:39.184 --> 00:10:40.648
Cause I think, uh,

00:10:40.687 --> 00:10:41.668
I forget the name of the car.

00:10:41.688 --> 00:10:43.491
There's some coffee shop that started

00:10:43.532 --> 00:10:46.797
essentially posting like a real every day,

00:10:48.320 --> 00:10:50.062
but they turned the people in the coffee

00:10:50.081 --> 00:10:52.004
shop into essentially characters.

00:10:53.174 --> 00:10:56.376
And it was above average production value.

00:10:56.437 --> 00:10:57.057
But they've said,

00:10:57.337 --> 00:10:59.678
it takes us an hour to shoot this.

00:11:00.198 --> 00:11:01.879
And we're talking about six or seven

00:11:01.940 --> 00:11:02.721
figure views.

00:11:03.181 --> 00:11:04.861
And if you're a coffee shop, you're like,

00:11:04.881 --> 00:11:06.722
well, that's a lot of effort for views.

00:11:06.743 --> 00:11:07.864
Does that turn into coffee?

00:11:08.923 --> 00:11:10.125
It has turned into merch.

00:11:10.446 --> 00:11:12.107
It has turned into now you're the spot

00:11:12.128 --> 00:11:13.688
to go to when you're on vacation in

00:11:13.708 --> 00:11:14.149
that city.

00:11:14.389 --> 00:11:15.150
I'll find it.

00:11:15.751 --> 00:11:16.192
So it was like,

00:11:16.972 --> 00:11:18.173
I go back to all the time.

00:11:18.634 --> 00:11:19.635
I've said this to people.

00:11:19.875 --> 00:11:21.397
I've said this to people that we've worked

00:11:21.476 --> 00:11:22.077
together with.

00:11:22.437 --> 00:11:24.139
If I'm ever using terms that you don't

00:11:24.159 --> 00:11:25.581
understand, please call me on it.

00:11:26.812 --> 00:11:27.211
I'll say,

00:11:27.692 --> 00:11:29.013
is the juice worth a squeeze on this?

00:11:29.192 --> 00:11:29.732
What does that mean?

00:11:29.753 --> 00:11:29.952
I'm like,

00:11:30.013 --> 00:11:30.852
if you don't know what that means,

00:11:30.893 --> 00:11:32.234
we can't work it.

00:11:32.293 --> 00:11:34.715
Is the effort and the cost worth the

00:11:34.774 --> 00:11:35.115
outcome?

00:11:35.154 --> 00:11:36.615
If it's not, why are we entertaining this?

00:11:36.634 --> 00:11:38.115
Right.

00:11:38.755 --> 00:11:39.956
So I feel like we could do an

00:11:39.995 --> 00:11:43.017
entire episode on especially healthcare

00:11:43.057 --> 00:11:43.798
brands, man.

00:11:44.597 --> 00:11:46.177
How do you take some... I mean,

00:11:46.298 --> 00:11:48.038
I've worked for organizations that had...

00:11:50.221 --> 00:11:53.663
clinicians in them on their own time had

00:11:53.724 --> 00:11:55.404
successful Instagram accounts.

00:11:55.985 --> 00:11:57.785
And the organization was, was like,

00:11:57.806 --> 00:11:58.787
how do we shut this down?

00:11:59.506 --> 00:12:00.547
How do we, how do we,

00:12:00.827 --> 00:12:01.927
how do we reel this in?

00:12:02.327 --> 00:12:04.048
I'm in the room because I'm like a

00:12:04.168 --> 00:12:05.309
junior member of the more,

00:12:05.370 --> 00:12:06.309
I'm like a director.

00:12:06.350 --> 00:12:07.230
I don't even know why I'm in the

00:12:07.270 --> 00:12:09.032
C-suite meeting and people are looking

00:12:09.052 --> 00:12:10.832
around and they're looking at me to start

00:12:10.913 --> 00:12:11.472
nodding with them.

00:12:11.493 --> 00:12:13.293
Like, yeah, let's reel it in.

00:12:13.354 --> 00:12:15.975
And I literally was like, Hey, uh,

00:12:16.015 --> 00:12:16.535
Jimmy here.

00:12:16.576 --> 00:12:16.895
I don't

00:12:21.658 --> 00:12:22.557
Wait, work with me here.

00:12:23.418 --> 00:12:26.399
What if we actually helped them and our

00:12:26.438 --> 00:12:28.200
success and their success were tied?

00:12:28.299 --> 00:12:29.440
And they were like, absolutely not.

00:12:30.260 --> 00:12:31.640
And do you want to know what happened?

00:12:32.841 --> 00:12:34.822
Those two clinicians who worked together,

00:12:34.841 --> 00:12:36.722
who had a wildly successful Instagram

00:12:36.743 --> 00:12:36.982
account,

00:12:37.363 --> 00:12:39.283
left this massive healthcare organization

00:12:39.663 --> 00:12:43.205
and now are wildly successful by

00:12:43.225 --> 00:12:43.725
themselves.

00:12:46.596 --> 00:12:48.817
And the healthcare brand is now like,

00:12:48.836 --> 00:12:49.597
you know what we should do?

00:12:50.038 --> 00:12:51.677
We should turn our clinicians into

00:12:51.798 --> 00:12:52.479
influencers.

00:12:52.519 --> 00:12:54.278
And I'm like, that's so funny.

00:12:54.399 --> 00:12:56.639
That's so weird that you would come up

00:12:56.659 --> 00:12:58.681
with that idea on your own that we

00:12:58.721 --> 00:12:59.841
had seven years ago.

00:13:00.061 --> 00:13:01.201
That's so crazy.

00:13:01.261 --> 00:13:03.481
And this is like in its own episode,

00:13:03.542 --> 00:13:03.982
like this,

00:13:04.043 --> 00:13:05.643
like the influencer in healthcare.

00:13:05.702 --> 00:13:06.744
I mean, this is...

00:13:08.063 --> 00:13:12.285
like this is talk about authenticity and

00:13:12.306 --> 00:13:14.807
uh you know when you're thinking about

00:13:14.847 --> 00:13:16.509
like how do we get out there differentiate

00:13:16.548 --> 00:13:19.210
ourselves and also show that we are the

00:13:19.389 --> 00:13:21.971
the clinical experts having your

00:13:22.011 --> 00:13:25.953
clinicians be front and center but making

00:13:25.994 --> 00:13:27.774
sure they're supported right so they're

00:13:28.075 --> 00:13:29.395
not just like putting them out there to

00:13:29.436 --> 00:13:31.697
like do boring things on video or low

00:13:31.736 --> 00:13:33.758
quality or whatever it may be like the

00:13:33.798 --> 00:13:35.958
strategy behind internal influencer

00:13:35.979 --> 00:13:37.100
marketing is is

00:13:37.679 --> 00:13:38.421
Now it is.

00:13:38.441 --> 00:13:40.123
But seven years ago, it was Jimmy being,

00:13:40.202 --> 00:13:41.744
well, that's, no, this is,

00:13:41.864 --> 00:13:43.385
we're giving away the secret sauce here.

00:13:43.405 --> 00:13:44.746
I'm like, I gotta be honest.

00:13:45.508 --> 00:13:46.788
I can buy that sauce in the corner

00:13:46.828 --> 00:13:47.690
for a dollar a gallon.

00:13:48.110 --> 00:13:49.111
It ain't a secret, guys.

00:13:49.172 --> 00:13:51.053
Like, what are we talking about here?

00:13:51.333 --> 00:13:52.294
Like, what are we talking about?

00:13:53.316 --> 00:13:54.697
I think it has a lot to do

00:13:54.756 --> 00:13:55.077
with

00:13:55.874 --> 00:13:56.934
No one else is doing it.

00:13:56.975 --> 00:13:57.955
So if it were a good idea,

00:13:57.975 --> 00:13:59.856
someone else would be doing it.

00:13:59.876 --> 00:14:00.417
That's it.

00:14:00.476 --> 00:14:00.716
Right.

00:14:00.797 --> 00:14:02.879
And it's like that's in in health care,

00:14:02.918 --> 00:14:04.318
that's in financial services.

00:14:04.379 --> 00:14:05.659
And it's probably across the board,

00:14:05.700 --> 00:14:08.341
depending on the founders comfort level.

00:14:09.363 --> 00:14:10.583
What I found, you're exactly right.

00:14:10.604 --> 00:14:11.864
Like no one else is doing this.

00:14:12.004 --> 00:14:12.544
And so we're like, well,

00:14:12.565 --> 00:14:14.166
this is a great reason to try it

00:14:14.725 --> 00:14:16.706
if we've thought about it and it makes

00:14:16.726 --> 00:14:17.168
sense to do.

00:14:18.756 --> 00:14:20.379
And I think that's like, you know,

00:14:20.418 --> 00:14:21.078
there's in health care,

00:14:21.099 --> 00:14:22.701
there's like compliance and there's like

00:14:22.780 --> 00:14:23.422
all these things.

00:14:23.442 --> 00:14:25.884
But if you have if you have clinicians

00:14:25.923 --> 00:14:27.686
doing this, they they know better.

00:14:27.725 --> 00:14:27.966
Right.

00:14:28.005 --> 00:14:30.428
And I think brands are so I think

00:14:30.489 --> 00:14:32.009
like established health care brands,

00:14:32.029 --> 00:14:33.611
especially or brands that look to

00:14:33.652 --> 00:14:35.013
establish health care brands are like,

00:14:35.052 --> 00:14:36.595
we've always done it this way and we're

00:14:36.634 --> 00:14:37.535
very careful.

00:14:37.615 --> 00:14:38.356
And, you know,

00:14:38.397 --> 00:14:39.356
in one of my recent posts,

00:14:39.437 --> 00:14:40.258
I said something about.

00:14:41.201 --> 00:14:41.441
you know,

00:14:41.480 --> 00:14:42.981
not like moving quickly and breaking

00:14:43.022 --> 00:14:44.703
things in healthcare that works in some,

00:14:44.724 --> 00:14:46.304
but it doesn't work in healthcare.

00:14:46.325 --> 00:14:47.625
But I think there's two sides of it.

00:14:47.686 --> 00:14:49.527
Like you need to be nimble and try

00:14:49.567 --> 00:14:49.847
things,

00:14:49.868 --> 00:14:50.967
but you don't want to work so quickly

00:14:51.008 --> 00:14:51.428
that you're,

00:14:51.548 --> 00:14:53.129
you're reckless and breaking things

00:14:53.169 --> 00:14:54.171
because healthcare is different.

00:14:54.551 --> 00:14:56.192
And I think that's maybe like executives

00:14:56.231 --> 00:14:57.613
in healthcare are sort of feeling like,

00:14:57.714 --> 00:14:58.413
Oh, whoa, whoa, whoa.

00:14:58.474 --> 00:15:01.216
This isn't, we don't do influencer stuff.

00:15:01.375 --> 00:15:03.878
Like we have branded images and we do

00:15:03.918 --> 00:15:05.038
like a corporate video.

00:15:05.058 --> 00:15:06.200
This is what

00:15:06.259 --> 00:15:06.639
We do.

00:15:06.659 --> 00:15:07.221
Do you know how long...

00:15:07.681 --> 00:15:08.842
I worked for organizations that had

00:15:08.962 --> 00:15:10.945
full-time graphic designers and they did

00:15:11.065 --> 00:15:12.005
immaculate work.

00:15:12.905 --> 00:15:15.489
But once you hire a graphic designer and

00:15:15.509 --> 00:15:16.990
then your second one and then your third

00:15:17.150 --> 00:15:20.214
one, you then fill their schedule.

00:15:21.414 --> 00:15:21.855
Exactly.

00:15:21.875 --> 00:15:23.076
To justify their existence.

00:15:23.376 --> 00:15:25.038
And now when something happens that we

00:15:25.057 --> 00:15:26.198
need to turn around today...

00:15:27.344 --> 00:15:28.345
I need to fill out a ticket.

00:15:28.504 --> 00:15:29.846
You're a ticket in a queue.

00:15:29.947 --> 00:15:30.106
Exactly.

00:15:30.167 --> 00:15:32.990
Graphic designers want to do the thing.

00:15:33.551 --> 00:15:34.871
They turn it around quickly because they

00:15:34.951 --> 00:15:37.394
understand what hitting the pulse and

00:15:37.475 --> 00:15:39.397
reacting in a good way is.

00:15:39.937 --> 00:15:42.980
And the funny part is I heard someone

00:15:43.921 --> 00:15:45.322
say that like, uh,

00:15:46.471 --> 00:15:48.413
essentially wow people should be running

00:15:48.452 --> 00:15:50.094
the organization and the how people should

00:15:50.114 --> 00:15:51.875
be running behind them trying to figure

00:15:51.895 --> 00:15:52.716
out how to make it happen.

00:15:52.996 --> 00:15:55.839
This is like Richard Branson.

00:15:55.859 --> 00:15:56.639
It's like,

00:15:56.659 --> 00:15:58.181
could you imagine if Richard Branson was

00:15:58.201 --> 00:15:59.721
like fourth in charge at Virgin?

00:16:00.263 --> 00:16:02.004
You wouldn't know who the fuck Virgin was.

00:16:02.063 --> 00:16:03.284
Exactly, exactly.

00:16:03.765 --> 00:16:04.605
If Virgin was just like,

00:16:04.947 --> 00:16:05.626
you know what we should do?

00:16:05.647 --> 00:16:06.727
We should buy an airline.

00:16:06.807 --> 00:16:07.889
They'd be like, all right, sit down,

00:16:07.928 --> 00:16:08.129
Richard.

00:16:08.149 --> 00:16:08.990
We're going to run the numbers.

00:16:09.269 --> 00:16:10.010
And he was like, no,

00:16:10.030 --> 00:16:10.971
we're going to go buy an airline.

00:16:10.991 --> 00:16:12.413
We're going to call it Virgin Atlantic and

00:16:12.432 --> 00:16:13.293
we're going to run a record company.

00:16:13.313 --> 00:16:14.274
We'll call it Virgin Records.

00:16:14.955 --> 00:16:16.495
But the funny part is like, we don't.

00:16:16.535 --> 00:16:18.177
We let how people run around and then

00:16:18.197 --> 00:16:20.360
are confused why we aren't wowing anybody.

00:16:20.779 --> 00:16:21.860
When I break it down like that,

00:16:21.880 --> 00:16:23.121
it becomes real obvious, isn't it?

00:16:23.552 --> 00:16:23.993
It does.

00:16:24.052 --> 00:16:26.934
And I think because how people feel safe

00:16:27.336 --> 00:16:29.317
because they are like working within these

00:16:29.376 --> 00:16:30.097
guardrails.

00:16:31.118 --> 00:16:32.158
And I think you need to have the

00:16:32.178 --> 00:16:32.578
balance.

00:16:32.839 --> 00:16:35.301
I think it's like the yin and the

00:16:35.321 --> 00:16:35.640
yang.

00:16:36.802 --> 00:16:38.342
But I think how people get in their

00:16:38.403 --> 00:16:38.722
own way.

00:16:39.004 --> 00:16:40.644
And I mean, I'm a how person also,

00:16:40.725 --> 00:16:42.426
but I feel like I'm a different how

00:16:42.466 --> 00:16:42.745
person.

00:16:42.765 --> 00:16:43.626
I'm not like the...

00:16:44.106 --> 00:16:46.008
Even where you are in the how-wow

00:16:46.068 --> 00:16:46.568
spectrum,

00:16:46.609 --> 00:16:48.049
like you're still on the wow end.

00:16:48.090 --> 00:16:50.350
You're the how end of the wow spectrum.

00:16:50.572 --> 00:16:50.871
Right.

00:16:50.912 --> 00:16:51.111
Yeah.

00:16:51.552 --> 00:16:53.192
And even I know how to make things

00:16:53.232 --> 00:16:53.614
happen.

00:16:53.653 --> 00:16:54.494
But I'm like, like,

00:16:54.793 --> 00:16:55.554
let me give you an example.

00:16:55.575 --> 00:16:56.456
That party that I threw,

00:16:56.475 --> 00:16:57.876
I threw a charity party a couple years

00:16:57.917 --> 00:17:00.418
ago at APT's big conference.

00:17:00.839 --> 00:17:02.139
And I sat with a bunch of how

00:17:02.158 --> 00:17:02.960
people who were like,

00:17:03.320 --> 00:17:04.820
we need to make tickets, fifty dollars.

00:17:04.840 --> 00:17:05.141
And I'm like,

00:17:05.181 --> 00:17:06.501
tickets are two hundred and fifty dollars.

00:17:06.521 --> 00:17:07.823
And they're like, that's insane.

00:17:07.883 --> 00:17:08.703
No one's going to buy them.

00:17:08.723 --> 00:17:09.724
And I'm like, wait for it.

00:17:10.144 --> 00:17:11.045
And then I like took out a dry

00:17:11.085 --> 00:17:11.486
erase board,

00:17:11.506 --> 00:17:13.106
but we're going to make companies pay for

00:17:13.146 --> 00:17:13.207
it.

00:17:13.922 --> 00:17:14.623
Because here's the thing.

00:17:14.663 --> 00:17:16.986
If we throw a party where tickets are

00:17:17.066 --> 00:17:18.127
worth fifty dollars,

00:17:18.608 --> 00:17:19.789
I don't want to be at that party.

00:17:19.869 --> 00:17:20.991
That's a trash party.

00:17:21.071 --> 00:17:22.914
That's like how many should we get paper

00:17:22.954 --> 00:17:24.135
cups or plastic cups?

00:17:24.457 --> 00:17:25.657
And I want to be like cups should

00:17:25.678 --> 00:17:26.460
be made of ice.

00:17:27.840 --> 00:17:28.280
You know what I mean?

00:17:28.361 --> 00:17:29.162
And they should melt.

00:17:29.241 --> 00:17:31.023
Like, we need to think outside the box.

00:17:31.284 --> 00:17:31.824
People are like,

00:17:31.864 --> 00:17:32.984
do we like when you think outside the

00:17:33.005 --> 00:17:33.444
box, Jimmy?

00:17:33.464 --> 00:17:34.066
I go, no, you don't.

00:17:34.105 --> 00:17:35.646
You like when I paint the box blue.

00:17:35.767 --> 00:17:36.508
And you're like, look at that.

00:17:36.548 --> 00:17:37.307
It was never blue.

00:17:37.348 --> 00:17:37.989
And now it is.

00:17:38.028 --> 00:17:38.670
That's so crazy.

00:17:38.690 --> 00:17:39.369
I'm like, no, it's not.

00:17:39.769 --> 00:17:40.171
No, it's not.

00:17:40.191 --> 00:17:40.830
You're being boring.

00:17:41.090 --> 00:17:43.452
So here's my start.

00:17:43.993 --> 00:17:47.155
Yours was stop spraying and praying?

00:17:47.497 --> 00:17:47.797
Yes.

00:17:48.682 --> 00:17:50.324
I'm going to twist it a little bit

00:17:50.344 --> 00:17:52.705
to sound contrarian, but I'm not.

00:17:53.446 --> 00:17:54.166
Which is,

00:17:54.387 --> 00:17:56.409
I do want you to start testing things

00:17:56.449 --> 00:17:57.289
aggressively.

00:17:57.891 --> 00:17:59.913
I heard someone, their math was...

00:18:01.192 --> 00:18:02.472
You should be testing out,

00:18:02.512 --> 00:18:04.173
this is for organic content.

00:18:04.493 --> 00:18:05.934
And here's how I look at organic and

00:18:05.954 --> 00:18:06.214
paid.

00:18:06.815 --> 00:18:08.936
Organic is your proving ground.

00:18:09.317 --> 00:18:11.178
Costs you effort, right?

00:18:12.239 --> 00:18:14.099
I like flinging things.

00:18:14.180 --> 00:18:14.440
I like,

00:18:14.660 --> 00:18:16.161
we're going to do ten types of content.

00:18:16.181 --> 00:18:17.662
We're going to do face into the camera.

00:18:17.701 --> 00:18:18.862
We're going to do day in the life.

00:18:18.922 --> 00:18:20.983
Whatever you see in the world, good.

00:18:21.324 --> 00:18:22.484
We're going to do our version on it.

00:18:22.664 --> 00:18:24.005
Test it, test it, test it, test it,

00:18:24.045 --> 00:18:24.385
test it.

00:18:24.986 --> 00:18:27.867
But then if it doesn't work in how

00:18:27.907 --> 00:18:29.028
long, I don't know.

00:18:29.148 --> 00:18:29.969
We'll figure that out.

00:18:30.308 --> 00:18:30.910
We dump it.

00:18:31.529 --> 00:18:34.231
But if one of the ten things pings,

00:18:35.211 --> 00:18:36.413
we're going to triple down on it.

00:18:36.573 --> 00:18:37.673
And now that's over here.

00:18:38.253 --> 00:18:38.454
Okay,

00:18:38.674 --> 00:18:40.935
that's a project that's now on the regular

00:18:40.976 --> 00:18:41.415
roster.

00:18:41.997 --> 00:18:43.538
It now gets replaced with a new thing.

00:18:43.857 --> 00:18:45.558
You have to have a little R&D.

00:18:46.259 --> 00:18:47.839
And if something pings and blows up,

00:18:48.101 --> 00:18:49.561
now that's moved on to the paid roster.

00:18:49.981 --> 00:18:50.241
Good.

00:18:50.541 --> 00:18:51.383
Because want to know what?

00:18:52.179 --> 00:18:54.261
The world is going to change in ten

00:18:54.321 --> 00:18:56.324
minutes, ten hours, ten days, ten weeks,

00:18:56.604 --> 00:18:58.266
and we better have some new stuff backing

00:18:58.307 --> 00:18:58.547
it up.

00:18:59.067 --> 00:19:01.390
So I agree with don't spray and pray.

00:19:01.871 --> 00:19:04.854
I also agree with having a lab and

00:19:05.335 --> 00:19:08.419
R&D and testing what is working for you

00:19:08.538 --> 00:19:09.119
specifically.

00:19:09.840 --> 00:19:10.521
A thousand percent.

00:19:10.722 --> 00:19:11.503
And you are,

00:19:11.544 --> 00:19:12.665
but you're talking about it in a smart

00:19:12.705 --> 00:19:12.846
way.

00:19:12.885 --> 00:19:14.087
That's not spraying and praying.

00:19:14.608 --> 00:19:15.130
Correct.

00:19:16.132 --> 00:19:17.734
I think emotionally people like testing

00:19:17.775 --> 00:19:18.075
things.

00:19:18.095 --> 00:19:18.997
That sounds scary.

00:19:19.057 --> 00:19:20.179
Or let's just fling some stuff.

00:19:20.239 --> 00:19:21.981
And I'm like, no, one is bad.

00:19:22.201 --> 00:19:22.722
One is good.

00:19:22.742 --> 00:19:23.443
They sound similar.

00:19:23.463 --> 00:19:23.724
They're not.

00:19:24.394 --> 00:19:24.634
Right.

00:19:24.715 --> 00:19:25.457
No, I think so.

00:19:25.477 --> 00:19:26.136
If you're testing,

00:19:26.176 --> 00:19:27.940
you are being strategic and maybe you're

00:19:27.980 --> 00:19:29.682
just going like I have this wild idea,

00:19:29.701 --> 00:19:30.001
whatever.

00:19:30.061 --> 00:19:31.483
But like then when you're testing it,

00:19:31.584 --> 00:19:32.345
it's controlled.

00:19:32.885 --> 00:19:33.507
And, you know,

00:19:33.586 --> 00:19:35.809
one of my stop doing is like focusing

00:19:35.910 --> 00:19:37.172
only on vanity metrics.

00:19:37.432 --> 00:19:38.532
But I'm just going to like scrap it

00:19:38.553 --> 00:19:40.736
and go like pay attention to metrics.

00:19:41.497 --> 00:19:42.838
And the hard thing as a marketer,

00:19:42.999 --> 00:19:44.800
like I'm constantly preaching like

00:19:44.840 --> 00:19:45.942
metrics, metrics, metrics.

00:19:45.961 --> 00:19:47.443
We need to be tying things to outcomes.

00:19:47.804 --> 00:19:49.705
But like from here to outcome,

00:19:49.786 --> 00:19:51.208
there's a lot of gray area.

00:19:51.428 --> 00:19:53.990
And I think marketers need to understand

00:19:54.010 --> 00:19:55.152
that and know what that is.

00:19:55.811 --> 00:19:57.273
That doesn't need to get to the CEO,

00:19:57.294 --> 00:19:59.336
the CFO, the private equity company,

00:19:59.375 --> 00:20:00.457
the board, whoever it may be.

00:20:01.519 --> 00:20:02.400
But you need to understand it.

00:20:02.420 --> 00:20:03.539
So if you're testing something,

00:20:03.660 --> 00:20:05.362
you need to know like it worked or

00:20:05.382 --> 00:20:05.801
it didn't.

00:20:06.082 --> 00:20:06.442
Why?

00:20:07.222 --> 00:20:07.863
Maybe why not?

00:20:07.903 --> 00:20:09.203
Maybe you'll never understand why not.

00:20:09.503 --> 00:20:11.625
But like if you can sort of figure

00:20:11.726 --> 00:20:13.467
out why it's working,

00:20:13.866 --> 00:20:15.647
what success looks like in advance,

00:20:15.909 --> 00:20:17.809
then then you're in a good place because

00:20:17.829 --> 00:20:18.990
you do need to be able to measure

00:20:19.010 --> 00:20:19.250
things.

00:20:19.270 --> 00:20:20.050
And we're not going to be able to

00:20:20.090 --> 00:20:21.551
measure like every single thing every

00:20:21.592 --> 00:20:22.192
single time.

00:20:22.292 --> 00:20:23.834
And I say this about direct to consumer

00:20:23.874 --> 00:20:24.815
health care all the time is.

00:20:25.575 --> 00:20:26.736
It goes back to the journey.

00:20:26.776 --> 00:20:28.195
People are doing a lot of things.

00:20:28.236 --> 00:20:29.557
They're like seeing an ad.

00:20:29.916 --> 00:20:30.676
They're Googling.

00:20:30.717 --> 00:20:32.038
Their friend told them they're in this

00:20:32.097 --> 00:20:33.137
Facebook group.

00:20:33.778 --> 00:20:35.538
You know, they saw a Google review,

00:20:35.578 --> 00:20:36.480
whatever it may be.

00:20:36.619 --> 00:20:38.119
We don't know which one of those things

00:20:38.160 --> 00:20:39.721
was more powerful than the other.

00:20:39.861 --> 00:20:41.761
But I think when we're talking about like

00:20:42.041 --> 00:20:44.563
content, organic content, we can say like,

00:20:44.603 --> 00:20:45.864
yes, it was a success or no,

00:20:45.923 --> 00:20:46.403
it flopped.

00:20:47.375 --> 00:20:49.155
Talk about what the difference for you,

00:20:49.215 --> 00:20:50.615
and it can be different for each type

00:20:50.635 --> 00:20:52.376
of content, project, any of these things.

00:20:52.497 --> 00:20:54.538
Like what are vanity metrics to you?

00:20:55.057 --> 00:20:55.577
I was taught,

00:20:55.657 --> 00:20:57.078
they were a different term to me in

00:20:57.159 --> 00:20:57.398
radio.

00:20:57.419 --> 00:20:58.699
They're the same thing.

00:20:59.039 --> 00:20:59.900
We talked about it a lot.

00:20:59.960 --> 00:21:02.121
What did you, beauty pageant metrics.

00:21:02.161 --> 00:21:02.381
Yeah.

00:21:02.401 --> 00:21:02.480
Yeah.

00:21:03.040 --> 00:21:03.461
Same thing.

00:21:04.603 --> 00:21:05.805
So it's hard, right?

00:21:05.825 --> 00:21:06.586
Like as a marketer,

00:21:06.625 --> 00:21:08.347
we want to know how things are performing.

00:21:08.449 --> 00:21:12.473
So we track views and likes and shares

00:21:12.733 --> 00:21:14.757
and, you know, all that engagement stuff.

00:21:14.817 --> 00:21:15.557
And then on the website,

00:21:15.577 --> 00:21:17.661
we're looking at traffic and,

00:21:17.681 --> 00:21:17.740
you

00:21:18.362 --> 00:21:20.442
page views and time spent on site and

00:21:20.462 --> 00:21:21.063
all that jazz.

00:21:21.762 --> 00:21:24.223
Um, those are vanity metrics.

00:21:24.263 --> 00:21:25.104
So as a marketer,

00:21:25.163 --> 00:21:26.683
you need to know what they are.

00:21:26.784 --> 00:21:27.345
And I think, you know,

00:21:27.365 --> 00:21:28.285
there's like lead metrics,

00:21:28.305 --> 00:21:29.224
there's lag metrics.

00:21:29.625 --> 00:21:30.965
You need to know what those are,

00:21:31.026 --> 00:21:32.046
but those aren't the things you're

00:21:32.086 --> 00:21:34.066
reporting to your CEO or your CFO or

00:21:34.105 --> 00:21:35.826
private equity or within a board meeting,

00:21:35.846 --> 00:21:37.186
because they are like, whatever,

00:21:37.227 --> 00:21:38.688
what does that translate to, to revenue?

00:21:40.026 --> 00:21:41.047
There it is.

00:21:41.067 --> 00:21:41.747
But what is that?

00:21:42.167 --> 00:21:43.868
What is that doing?

00:21:44.650 --> 00:21:46.590
And so I think they're important,

00:21:46.651 --> 00:21:48.252
but you also have to layer on.

00:21:48.313 --> 00:21:49.333
We did these things.

00:21:49.393 --> 00:21:50.714
We got this much attention.

00:21:50.914 --> 00:21:53.196
Oh, by the way, in that time frame,

00:21:53.977 --> 00:21:56.378
this is what leads or depending on the

00:21:56.419 --> 00:21:57.359
kind of company you're working with,

00:21:57.400 --> 00:21:59.781
like this is what it translated to like

00:21:59.821 --> 00:22:02.483
patients or revenue or, you know,

00:22:02.503 --> 00:22:04.244
when I look at like micro conversions or

00:22:04.305 --> 00:22:05.286
macro conversions,

00:22:05.306 --> 00:22:07.107
like if someone's conversions or macro

00:22:07.127 --> 00:22:07.528
conversions.

00:22:07.928 --> 00:22:08.709
So if I, you know,

00:22:08.729 --> 00:22:10.691
if we're testing content and someone goes

00:22:10.711 --> 00:22:12.211
to the website and say they're like

00:22:12.271 --> 00:22:13.071
watching a video,

00:22:13.173 --> 00:22:14.433
I'll call that a micro conversion.

00:22:14.453 --> 00:22:17.536
Like we have their attention for one step.

00:22:17.556 --> 00:22:19.278
They did like a micro thing,

00:22:19.417 --> 00:22:20.458
but if they are scheduled,

00:22:20.478 --> 00:22:23.820
filled out a thing, got it.

00:22:24.080 --> 00:22:25.663
Um, but if they schedule an appointment,

00:22:25.722 --> 00:22:26.804
that's a macro conversion.

00:22:27.243 --> 00:22:27.923
If they buy.

00:22:28.463 --> 00:22:30.204
If they buy, that's the conversion.

00:22:30.924 --> 00:22:32.125
So like all these things are important

00:22:32.145 --> 00:22:32.766
along the way,

00:22:32.826 --> 00:22:34.207
but you don't necessarily just want to be

00:22:34.247 --> 00:22:34.946
reporting on these.

00:22:34.967 --> 00:22:37.268
You want to go like this drove this

00:22:37.347 --> 00:22:38.087
much business.

00:22:38.928 --> 00:22:40.949
And you know, whatever the timeframe is.

00:22:40.989 --> 00:22:42.450
For healthcare providers who are maybe a

00:22:42.470 --> 00:22:43.710
little bit earlier in their journey.

00:22:45.270 --> 00:22:47.191
If your goal is to run an Ironman

00:22:47.230 --> 00:22:47.770
triathlon,

00:22:47.911 --> 00:22:49.051
I think you should lift weights.

00:22:50.131 --> 00:22:51.530
But if you're just measuring, well,

00:22:51.550 --> 00:22:52.632
what's your dead...

00:22:52.951 --> 00:22:54.031
How much are you deadlifting?

00:22:54.652 --> 00:22:55.491
I'm like, that's...

00:22:56.192 --> 00:22:57.551
I don't know if that's the smartest thing

00:22:57.571 --> 00:22:58.133
to be measuring.

00:22:58.413 --> 00:23:00.712
Maybe run it maybe over my last month.

00:23:00.792 --> 00:23:02.413
What's my mile time look like?

00:23:03.173 --> 00:23:03.634
See what I mean?

00:23:04.153 --> 00:23:05.953
We can measure both of those things.

00:23:06.473 --> 00:23:08.454
But how much I'm deadlifting is cute.

00:23:08.654 --> 00:23:11.375
That's a beauty pageant metric.

00:23:11.434 --> 00:23:11.654
Now,

00:23:12.174 --> 00:23:14.796
deadlifting is probably playing into...

00:23:15.894 --> 00:23:17.654
My mile time, maybe, right?

00:23:18.414 --> 00:23:19.296
We had to tease that out.

00:23:20.415 --> 00:23:21.576
But if I'm just like, well,

00:23:21.596 --> 00:23:22.958
then deadlift more,

00:23:24.157 --> 00:23:26.920
the endurance triathlon PT is like, whoa,

00:23:27.000 --> 00:23:29.020
there's a point when you're deadlifting

00:23:29.060 --> 00:23:29.480
too much.

00:23:29.520 --> 00:23:30.902
I'm like, right.

00:23:30.922 --> 00:23:33.663
So it's like, how come everything you do,

00:23:33.703 --> 00:23:34.963
Jimmy, doesn't go viral?

00:23:35.124 --> 00:23:36.525
I'm like, well, first of all,

00:23:36.545 --> 00:23:37.605
because humans are human-y.

00:23:38.205 --> 00:23:40.647
But also, because I don't want eyeballs,

00:23:40.968 --> 00:23:42.829
I'm teaching Instagram or YouTube,

00:23:43.150 --> 00:23:45.211
and I've just gotten, quote, good at this,

00:23:45.271 --> 00:23:46.152
or at least started looking at it

00:23:46.192 --> 00:23:47.452
differently in the last year and a half.

00:23:47.894 --> 00:23:49.894
Thanks a lot to Tony and people I

00:23:49.914 --> 00:23:51.076
talk to, which is like,

00:23:51.376 --> 00:23:52.537
what are you teaching?

00:23:53.097 --> 00:23:54.459
You're teaching the algorithm.

00:23:54.598 --> 00:23:55.680
Everybody loves to bitch about the

00:23:55.740 --> 00:23:56.059
algorithm.

00:23:56.079 --> 00:23:58.221
Like, dude, the algorithm is math, man.

00:23:58.241 --> 00:23:58.962
That's physics.

00:23:59.303 --> 00:24:00.243
What are you teaching it?

00:24:00.844 --> 00:24:01.364
I don't want...

00:24:02.208 --> 00:24:05.871
my grandma watching my Instagram because

00:24:05.891 --> 00:24:07.432
that would teach Instagram, oh,

00:24:07.472 --> 00:24:09.493
like old ladies from Oklahoma who like

00:24:10.194 --> 00:24:10.714
cats.

00:24:10.775 --> 00:24:11.536
Grandma doesn't like cats,

00:24:11.556 --> 00:24:12.356
but I'll just throw it out there.

00:24:13.217 --> 00:24:14.858
No, no, I don't want that.

00:24:15.138 --> 00:24:16.039
I want this.

00:24:16.140 --> 00:24:17.020
This is who I want.

00:24:17.060 --> 00:24:18.342
So a lot of the words I'm using

00:24:18.382 --> 00:24:20.503
and a lot of the file names,

00:24:20.523 --> 00:24:21.805
like I'm even looking into...

00:24:23.727 --> 00:24:26.508
Like when I'm done with this episode and

00:24:26.548 --> 00:24:28.048
I download the MP three to share it

00:24:28.068 --> 00:24:28.909
to the podcast,

00:24:29.489 --> 00:24:31.890
people are now in the background going,

00:24:32.170 --> 00:24:34.570
what you name the file name is actually

00:24:34.631 --> 00:24:36.872
telling the internet what this is.

00:24:36.912 --> 00:24:37.951
So instead of like, you know,

00:24:38.172 --> 00:24:40.113
January five, nine,

00:24:40.173 --> 00:24:42.074
thirty two dot MP three,

00:24:42.253 --> 00:24:43.213
not a good file name.

00:24:43.233 --> 00:24:44.474
And I'm like, are they measuring that?

00:24:44.515 --> 00:24:45.994
They go, if they're not,

00:24:46.556 --> 00:24:47.336
they might be soon.

00:24:47.915 --> 00:24:48.537
Interesting.

00:24:48.557 --> 00:24:51.440
Oh, we got to do that.

00:24:51.500 --> 00:24:51.759
I mean,

00:24:51.819 --> 00:24:54.563
every marketer's files are like final V

00:24:54.903 --> 00:24:56.865
five, final, final, final, final.

00:24:56.884 --> 00:24:58.046
Correct.

00:24:59.806 --> 00:25:01.527
all right let's uh let's do a listener

00:25:01.666 --> 00:25:03.348
email did you know we have listener emails

00:25:03.469 --> 00:25:05.930
on my website on my website in the

00:25:05.970 --> 00:25:08.511
bottom right hand corner you can either

00:25:08.612 --> 00:25:10.272
send we haven't anybody do this yet you

00:25:10.313 --> 00:25:12.835
can send a voice memo because i would

00:25:12.855 --> 00:25:13.994
love to just push play and have the

00:25:14.035 --> 00:25:15.556
person say it in their own voice or

00:25:15.596 --> 00:25:17.076
you can send an email let's hit the

00:25:17.116 --> 00:25:20.920
mailbag it's mailbag time real questions

00:25:21.099 --> 00:25:24.221
real people no bots allowed

00:25:27.739 --> 00:25:27.919
All right,

00:25:27.939 --> 00:25:29.699
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00:25:29.719 --> 00:25:31.140
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00:25:31.160 --> 00:25:32.059
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00:25:32.099 --> 00:25:33.299
Empower gives you speed,

00:25:33.339 --> 00:25:35.320
clean workflows and features PTs actually

00:25:35.401 --> 00:25:36.201
ask for, better notes,

00:25:36.661 --> 00:25:39.061
faster documentation, smoother operations,

00:25:39.182 --> 00:25:40.682
all wrapped up in customer support that

00:25:40.701 --> 00:25:41.501
doesn't ghost you.

00:25:41.521 --> 00:25:42.882
That's who I did there.

00:25:43.001 --> 00:25:44.603
Upgrade your clinic's brain with

00:25:44.722 --> 00:25:46.242
EmpowerEMR.com.

00:25:46.262 --> 00:25:48.042
That is EmpowerEMR.com.

00:25:48.063 --> 00:25:49.824
This is from Katie.

00:25:50.680 --> 00:25:51.019
Katie,

00:25:51.099 --> 00:25:52.681
I'm going to leave where she works out.

00:25:52.701 --> 00:25:55.342
Uh, Hey, Jimmy and Andrea,

00:25:55.382 --> 00:25:56.442
I watched your last episode.

00:25:56.883 --> 00:25:58.702
We've been posting three times a week for

00:25:58.762 --> 00:25:59.084
a year,

00:25:59.384 --> 00:26:01.605
but engagement is low and no new evals

00:26:02.085 --> 00:26:03.244
in parentheses that we,

00:26:03.665 --> 00:26:04.346
that I can measure.

00:26:04.925 --> 00:26:05.846
How do I know if I'm doing,

00:26:06.067 --> 00:26:07.067
and then this is quote,

00:26:07.126 --> 00:26:07.987
how do I know if I'm doing good

00:26:08.027 --> 00:26:10.008
marketing that just needs more time or if

00:26:10.048 --> 00:26:11.769
it's time to change everything?

00:26:13.009 --> 00:26:13.710
So how do you, what do you,

00:26:13.730 --> 00:26:14.490
what would you ask her?

00:26:14.509 --> 00:26:14.650
I mean,

00:26:14.690 --> 00:26:16.131
like there's not enough information to

00:26:16.151 --> 00:26:16.851
give a great answer.

00:26:17.371 --> 00:26:18.432
What are the questions?

00:26:19.288 --> 00:26:21.348
So she said she's posting, right?

00:26:21.809 --> 00:26:22.390
Posting.

00:26:22.509 --> 00:26:23.569
What does that mean?

00:26:23.589 --> 00:26:24.589
Where are you posting?

00:26:24.789 --> 00:26:25.910
What are you posting?

00:26:26.049 --> 00:26:27.471
What else are you doing?

00:26:28.671 --> 00:26:29.971
And this goes back to sort of the

00:26:30.030 --> 00:26:31.550
like journey within like,

00:26:31.691 --> 00:26:32.751
what are we seeing?

00:26:32.811 --> 00:26:33.471
So we're not seeing,

00:26:34.011 --> 00:26:36.051
we're not seeing new evals or enough new

00:26:36.152 --> 00:26:36.531
evals.

00:26:36.571 --> 00:26:37.653
Like what are people doing?

00:26:37.752 --> 00:26:38.992
Are they engaging somehow?

00:26:40.553 --> 00:26:41.393
But we would need to know.

00:26:41.772 --> 00:26:42.374
We need to know.

00:26:42.433 --> 00:26:43.933
We have a lot of questions for that

00:26:44.034 --> 00:26:44.114
one.

00:26:44.539 --> 00:26:44.900
Yeah.

00:26:45.140 --> 00:26:47.480
So I always tell people this is where

00:26:47.500 --> 00:26:49.862
I get to act like a petulant six-year-old.

00:26:49.902 --> 00:26:51.021
Like, who?

00:26:51.281 --> 00:26:51.602
Where?

00:26:51.882 --> 00:26:52.163
What?

00:26:52.403 --> 00:26:52.742
Why?

00:26:53.502 --> 00:26:53.762
Why?

00:26:54.002 --> 00:26:54.883
What are you doing?

00:26:54.982 --> 00:26:55.304
What?

00:26:55.324 --> 00:26:56.423
Just act dumb.

00:26:57.844 --> 00:26:59.724
This is actually hard.

00:26:59.744 --> 00:27:02.046
You have to play completely dumb.

00:27:02.125 --> 00:27:04.426
But you have to erase everything.

00:27:04.807 --> 00:27:05.547
No assumptions.

00:27:05.826 --> 00:27:07.448
And you can't jump right to solutioning,

00:27:07.508 --> 00:27:08.768
which is where I'm like, all right,

00:27:08.788 --> 00:27:09.228
how do we fix it?

00:27:09.248 --> 00:27:10.429
And I'm like, wait, no, no, no.

00:27:10.469 --> 00:27:11.648
We can't figure out how to fix this.

00:27:12.736 --> 00:27:13.856
I flipped this back to healthcare

00:27:13.896 --> 00:27:15.156
providers, specifically PTs.

00:27:15.176 --> 00:27:15.797
I'm like, so,

00:27:15.876 --> 00:27:17.218
so far you've told me you have a

00:27:17.278 --> 00:27:17.597
knee.

00:27:19.417 --> 00:27:20.699
It's not doing knee things.

00:27:21.858 --> 00:27:22.259
Like what?

00:27:22.818 --> 00:27:26.319
Like this person might have a four million

00:27:27.240 --> 00:27:27.641
Instagram,

00:27:27.681 --> 00:27:29.060
like follower Instagram account.

00:27:29.080 --> 00:27:30.060
They might have four people.

00:27:30.300 --> 00:27:30.942
Like, I don't know,

00:27:31.001 --> 00:27:32.521
like act completely dumb.

00:27:32.561 --> 00:27:33.481
This is where I get to act like

00:27:33.501 --> 00:27:35.103
my high school English teacher, Mr.

00:27:35.143 --> 00:27:35.442
Mooney.

00:27:35.883 --> 00:27:36.242
And I took,

00:27:36.343 --> 00:27:37.584
you ever take technical writing?

00:27:39.364 --> 00:27:39.723
No,

00:27:39.784 --> 00:27:41.984
but I've done technical writing exercises.

00:27:42.304 --> 00:27:43.144
That's an exam.

00:27:43.285 --> 00:27:44.965
Like, explain how to write,

00:27:45.205 --> 00:27:47.567
explain in text only how to make a

00:27:47.606 --> 00:27:48.647
peanut butter and jelly sandwich.

00:27:48.708 --> 00:27:50.868
And then he would do exactly what you

00:27:50.929 --> 00:27:51.209
wrote,

00:27:51.470 --> 00:27:52.849
which of course is not what you wanted

00:27:52.869 --> 00:27:53.651
him to do.

00:27:53.671 --> 00:27:56.593
The exercise was to prove words matter.

00:27:56.833 --> 00:27:58.273
So you, so, all right.

00:27:58.314 --> 00:27:59.473
So let's see if we can be helpful

00:27:59.513 --> 00:27:59.634
here.

00:27:59.755 --> 00:28:01.095
You're posting three times a week for a

00:28:01.234 --> 00:28:01.576
year.

00:28:02.818 --> 00:28:03.538
I got to be honest,

00:28:03.858 --> 00:28:05.359
if you were doing an exercise or a

00:28:05.380 --> 00:28:07.180
series of exercises for a year and you

00:28:07.200 --> 00:28:08.480
were seeing no change,

00:28:08.921 --> 00:28:10.361
I would say you probably should have asked

00:28:10.961 --> 00:28:11.381
sooner.

00:28:11.881 --> 00:28:12.501
Nine months ago.

00:28:12.882 --> 00:28:13.602
Right, nine months, right.

00:28:14.902 --> 00:28:15.721
I'm going to make this up.

00:28:15.741 --> 00:28:16.623
There's no right period,

00:28:16.643 --> 00:28:18.762
but a quarter feels like no change in

00:28:18.782 --> 00:28:19.222
a quarter.

00:28:19.282 --> 00:28:21.144
Come go back, refer back, right?

00:28:21.163 --> 00:28:21.223
Yep.

00:28:21.703 --> 00:28:22.625
Engagement is low.

00:28:23.086 --> 00:28:24.686
I would say how low over time.

00:28:24.727 --> 00:28:25.929
So like no general change.

00:28:25.989 --> 00:28:26.509
That's cool.

00:28:26.930 --> 00:28:27.911
And no new evals.

00:28:28.230 --> 00:28:29.551
Hard red flag.

00:28:30.093 --> 00:28:32.315
It has no macro conversions is what you're

00:28:32.355 --> 00:28:33.797
telling me in a year.

00:28:34.297 --> 00:28:35.278
That's not good.

00:28:36.606 --> 00:28:37.527
um how do i know if i'm doing

00:28:37.567 --> 00:28:40.028
good marketing needs more time uh it would

00:28:40.067 --> 00:28:42.568
lead to because you started with a goal

00:28:42.588 --> 00:28:43.929
the goal apparently was without you

00:28:43.989 --> 00:28:45.809
telling me was new evals and you haven't

00:28:45.829 --> 00:28:47.089
done it so that was that's not good

00:28:47.109 --> 00:28:50.010
marketing why i don't know because i can't

00:28:50.050 --> 00:28:51.030
see it yet so if you want to

00:28:51.151 --> 00:28:53.271
share some links i would that would be

00:28:53.311 --> 00:28:56.252
fun to do that would be yes like

00:28:56.292 --> 00:28:59.272
if someone sent us stuff yep i would

00:28:59.313 --> 00:29:00.854
definitely like oh let's bring this up no

00:29:00.913 --> 00:29:02.453
judgment like those are the people who

00:29:02.493 --> 00:29:04.355
typically would

00:29:05.765 --> 00:29:07.125
get the most out of something like that.

00:29:07.506 --> 00:29:08.286
How do I know if I'm doing new

00:29:08.326 --> 00:29:09.526
marketing needs more time or if it's time

00:29:09.546 --> 00:29:10.346
to change everything?

00:29:10.365 --> 00:29:11.527
I don't know if it's time to change

00:29:11.567 --> 00:29:12.807
everything, but I don't know what it is.

00:29:12.946 --> 00:29:13.846
So I would need them to be more

00:29:13.886 --> 00:29:14.327
specific.

00:29:15.067 --> 00:29:17.528
But like that's even just saying that to

00:29:17.689 --> 00:29:18.828
a person like Katie,

00:29:22.009 --> 00:29:24.290
this is where the brain power goes and

00:29:24.330 --> 00:29:25.131
the mindset goes.

00:29:25.570 --> 00:29:27.211
Okay, let's shift a little bit.

00:29:27.271 --> 00:29:28.311
We did a little bit of stop, start,

00:29:28.332 --> 00:29:28.731
continue.

00:29:28.771 --> 00:29:29.771
Maybe we can come back to that.

00:29:30.792 --> 00:29:31.972
I fell for some marketing.

00:29:33.560 --> 00:29:34.541
But I'm happy about it.

00:29:34.721 --> 00:29:36.102
And that's the best, right?

00:29:36.482 --> 00:29:37.863
I knew I was being marketed to.

00:29:38.304 --> 00:29:39.344
And did I talk about this guy with

00:29:39.364 --> 00:29:39.683
you before?

00:29:39.703 --> 00:29:40.565
Do you know Jeffrey?

00:29:41.625 --> 00:29:42.645
Sorry, Jesse Itzler?

00:29:42.925 --> 00:29:44.567
I don't know.

00:29:45.126 --> 00:29:45.867
You might know his wife.

00:29:45.988 --> 00:29:47.248
Do you know Sarah Blakely?

00:29:47.729 --> 00:29:48.028
Yes.

00:29:48.368 --> 00:29:48.709
Spanx.

00:29:49.229 --> 00:29:49.609
Spanx.

00:29:50.069 --> 00:29:50.930
She married this man.

00:29:50.950 --> 00:29:52.290
He's not.

00:29:52.310 --> 00:29:53.011
He's weird.

00:29:53.612 --> 00:29:54.813
He's like a runner.

00:29:54.873 --> 00:29:56.373
They do merit like something.

00:29:56.653 --> 00:29:58.034
I remember looking into him.

00:29:58.555 --> 00:30:00.635
I saw him in a LinkedIn post or

00:30:00.655 --> 00:30:00.935
something.

00:30:01.276 --> 00:30:02.517
He's got a wild background.

00:30:03.237 --> 00:30:06.420
He is very much like I am.

00:30:07.540 --> 00:30:09.722
He got paid like five thousand dollars in

00:30:09.742 --> 00:30:11.605
nineteen eighty nine to write a rap for

00:30:11.644 --> 00:30:14.227
the New York Knicks and famously like

00:30:14.346 --> 00:30:16.429
spent seven thousand dollars producing it

00:30:16.568 --> 00:30:17.951
because he's like, this is my opportunity.

00:30:18.290 --> 00:30:18.991
This is my thing.

00:30:19.432 --> 00:30:19.912
But anyway,

00:30:20.792 --> 00:30:22.255
he is now like one of these mindset

00:30:22.295 --> 00:30:22.634
guys.

00:30:23.055 --> 00:30:23.615
I'm OK with it.

00:30:23.675 --> 00:30:24.356
I like his vibe.

00:30:24.717 --> 00:30:26.278
So he sells this thing called the big

00:30:26.357 --> 00:30:26.878
ass calendar.

00:30:29.012 --> 00:30:30.553
And it's off camera right now.

00:30:30.593 --> 00:30:31.153
It's on the wall.

00:30:31.413 --> 00:30:33.513
But it is a large dry erase calendar.

00:30:33.773 --> 00:30:34.874
But it's every month.

00:30:35.375 --> 00:30:36.454
And I am very visual.

00:30:36.674 --> 00:30:38.234
So now it's three hundred and fifty sixty

00:30:38.255 --> 00:30:38.835
five squares.

00:30:39.115 --> 00:30:41.415
Jesse did not invent necessarily anything

00:30:41.476 --> 00:30:41.675
new.

00:30:43.696 --> 00:30:45.096
Jesse spoke to my pain,

00:30:45.436 --> 00:30:47.277
which is I use Google Calendar all the

00:30:47.317 --> 00:30:47.636
time,

00:30:47.817 --> 00:30:49.238
but I'm looking at one day or one

00:30:49.278 --> 00:30:51.397
week or not really at one month because

00:30:51.417 --> 00:30:52.479
you really can't see that.

00:30:52.858 --> 00:30:53.019
Yep.

00:30:53.578 --> 00:30:54.538
And he was just like,

00:30:54.659 --> 00:30:55.798
don't you feel better when you see it

00:30:55.818 --> 00:30:56.519
and you write it down?

00:30:57.240 --> 00:30:58.059
And he said that.

00:31:00.090 --> 00:31:01.592
for a year because i've been looking at

00:31:01.612 --> 00:31:03.212
these ads for a year like i don't

00:31:03.232 --> 00:31:04.894
know it's forty bucks for a calendar a

00:31:04.933 --> 00:31:08.576
lot and then he four hundred times over

00:31:08.596 --> 00:31:10.156
the last three sixty five days it's like

00:31:10.576 --> 00:31:12.278
people are forty three percent more likely

00:31:12.719 --> 00:31:13.880
to complete a goal if they write it

00:31:13.900 --> 00:31:14.960
down did you know that and i'm like

00:31:15.059 --> 00:31:16.861
i didn't know that it might not even

00:31:16.881 --> 00:31:19.182
be true i mean i don't know if

00:31:19.202 --> 00:31:20.763
it's true but i have heard you feel

00:31:20.804 --> 00:31:22.785
like huh that is interesting so i i

00:31:22.805 --> 00:31:24.986
wound up buying the the big ass calendar

00:31:25.066 --> 00:31:25.747
twenty twenty six

00:31:27.026 --> 00:31:28.527
It's just a piece of dry erase.

00:31:28.906 --> 00:31:32.851
How many times did you see the ad?

00:31:33.491 --> 00:31:34.153
More than a year.

00:31:34.692 --> 00:31:35.233
More than a year.

00:31:35.554 --> 00:31:36.234
More than a year.

00:31:36.394 --> 00:31:39.057
In a hundred different formats, ways.

00:31:39.778 --> 00:31:41.138
Eighty percent of them had Jesse.

00:31:42.681 --> 00:31:44.423
Twenty percent had other people.

00:31:44.442 --> 00:31:45.022
Like people,

00:31:45.083 --> 00:31:47.065
like users or people on his team or

00:31:47.125 --> 00:31:47.806
testimonials.

00:31:48.086 --> 00:31:48.946
I saw a billion of them.

00:31:49.768 --> 00:31:50.608
Here's the best part.

00:31:51.549 --> 00:31:52.851
Jesse didn't just say, hey,

00:31:52.971 --> 00:31:53.692
I got a calendar.

00:31:53.751 --> 00:31:54.392
You should buy it.

00:31:54.432 --> 00:31:55.573
Because that's how I think a lot of

00:31:55.593 --> 00:31:56.513
people would have stopped.

00:31:56.854 --> 00:31:57.835
Look, it's dry erase.

00:31:57.855 --> 00:31:59.096
It comes with a marker.

00:31:59.375 --> 00:32:00.537
It comes with stickers.

00:32:00.856 --> 00:32:04.459
Here's what size it is.

00:32:05.279 --> 00:32:08.362
Jesse sold Jimmy an outcome.

00:32:08.382 --> 00:32:09.923
The outcome was this.

00:32:10.423 --> 00:32:11.984
He's like, wouldn't it be great

00:32:13.193 --> 00:32:15.394
If you walked away with twenty twenty six

00:32:15.875 --> 00:32:17.915
with a year defining event.

00:32:18.115 --> 00:32:19.136
And I was like, hang on a second.

00:32:20.057 --> 00:32:21.278
What's a year defining event?

00:32:21.357 --> 00:32:22.077
And he's like, well,

00:32:22.097 --> 00:32:23.979
this is a Japanese theory called Misogi.

00:32:25.299 --> 00:32:25.599
He's like,

00:32:26.059 --> 00:32:27.340
it could be like climbing a mountain,

00:32:27.941 --> 00:32:30.501
opening a business, running a marathon.

00:32:30.781 --> 00:32:32.042
Like, what is the thing?

00:32:32.383 --> 00:32:33.762
Everybody's got one or two.

00:32:34.983 --> 00:32:35.604
Here's the thing.

00:32:36.164 --> 00:32:36.904
Let's be honest.

00:32:36.964 --> 00:32:37.664
This is how he said it.

00:32:37.684 --> 00:32:38.226
Let's be honest.

00:32:38.266 --> 00:32:39.006
Look deep into my eyes.

00:32:41.141 --> 00:32:42.262
You know you're not going to get to

00:32:42.303 --> 00:32:46.548
the starting line of the Ironman triathlon

00:32:46.587 --> 00:32:48.431
waking up one day in June and being

00:32:48.451 --> 00:32:49.251
like, you know what I'll do tomorrow?

00:32:49.271 --> 00:32:49.893
I'm going to do the Ironman.

00:32:50.252 --> 00:32:51.375
You understand that you've got to

00:32:51.394 --> 00:32:51.974
backfill.

00:32:52.896 --> 00:32:54.519
So that's really what a Misogi is.

00:32:54.558 --> 00:32:56.741
So Jesse didn't just sell me the calendar.

00:32:58.051 --> 00:32:59.491
Jesse sold me a different version of

00:32:59.592 --> 00:33:02.353
Jimmy, which comes with one Misogi,

00:33:02.972 --> 00:33:03.874
one Andrea.

00:33:04.294 --> 00:33:06.354
You got to pick one big BHAG,

00:33:06.954 --> 00:33:08.615
not lots of BHAGs, one.

00:33:09.095 --> 00:33:09.355
Right.

00:33:09.815 --> 00:33:10.175
Okay.

00:33:10.816 --> 00:33:11.875
And then he goes,

00:33:11.895 --> 00:33:14.017
you're going to get one Misogi, one,

00:33:15.217 --> 00:33:17.939
You're going to get six mini adventures.

00:33:18.179 --> 00:33:19.160
What's a mini adventure?

00:33:19.180 --> 00:33:21.161
He's like, not as big as a Misogi,

00:33:21.201 --> 00:33:21.501
but like,

00:33:22.102 --> 00:33:25.304
I've always wanted to rock climb in the

00:33:25.324 --> 00:33:26.464
Schwanguk Mountains near me.

00:33:26.644 --> 00:33:27.786
I drive past them all the time.

00:33:28.246 --> 00:33:29.707
People hang glide around where I live.

00:33:29.727 --> 00:33:30.448
A lot of skydiving,

00:33:30.468 --> 00:33:32.169
a lot of hang gliding and rock like

00:33:32.209 --> 00:33:33.951
mountain climbing, like not in a gym,

00:33:33.990 --> 00:33:35.511
like a legit like mountain climbing.

00:33:36.031 --> 00:33:37.073
I'm like, that looks cool,

00:33:37.093 --> 00:33:38.173
but I could never do that.

00:33:38.374 --> 00:33:39.994
And people are like, no, there's classes.

00:33:40.015 --> 00:33:41.237
You just go pay some guy,

00:33:41.517 --> 00:33:42.678
and they make it real safe,

00:33:42.938 --> 00:33:43.798
and you can just do that.

00:33:43.838 --> 00:33:45.759
And I'm like, I could just do that.

00:33:47.102 --> 00:33:48.082
So what he's saying is,

00:33:48.163 --> 00:33:49.103
you have one Misogi,

00:33:50.046 --> 00:33:51.145
You plan for all year,

00:33:51.886 --> 00:33:52.946
six mini adventures,

00:33:53.426 --> 00:33:54.567
one every other month.

00:33:54.667 --> 00:33:55.407
Not crazy.

00:33:55.807 --> 00:33:56.969
And they don't need to be expensive.

00:33:56.989 --> 00:33:58.490
It doesn't need to fly to South America,

00:33:58.589 --> 00:33:59.809
but it could be.

00:34:00.230 --> 00:34:01.151
It could be whatever you want it to

00:34:01.171 --> 00:34:01.310
be.

00:34:01.711 --> 00:34:04.152
You have to plan for it.

00:34:04.711 --> 00:34:05.653
Because if you don't plan for it,

00:34:05.673 --> 00:34:08.574
it's probably mathematically not going to

00:34:08.614 --> 00:34:08.954
happen.

00:34:09.094 --> 00:34:10.074
And then the third one,

00:34:10.215 --> 00:34:12.255
the third thing in my three steps to

00:34:12.295 --> 00:34:14.797
a big-ass year is three...

00:34:16.570 --> 00:34:19.311
winning habits, four winning habits,

00:34:19.733 --> 00:34:22.275
one new habit every three months,

00:34:22.474 --> 00:34:24.516
not four habits on January fricking first.

00:34:24.817 --> 00:34:25.777
That's not going to happen.

00:34:25.797 --> 00:34:27.358
He's like, pick one winning habit.

00:34:27.639 --> 00:34:29.581
So I'm not going to bite my fingernails

00:34:29.840 --> 00:34:31.563
in the first quarter of twenty twenty six.

00:34:33.224 --> 00:34:34.704
Which for a guy who's, I'm a,

00:34:34.885 --> 00:34:35.786
I'm a, I just like,

00:34:35.806 --> 00:34:36.686
I'm a fingernail biter.

00:34:36.766 --> 00:34:36.945
Why?

00:34:36.985 --> 00:34:38.206
Because my dad was, I don't know.

00:34:38.827 --> 00:34:39.827
But he's saying add new,

00:34:40.088 --> 00:34:42.028
add one new habit every three months,

00:34:42.188 --> 00:34:42.969
being realistic.

00:34:43.250 --> 00:34:44.190
So at the end of the year,

00:34:44.590 --> 00:34:46.471
you would have had one year defining

00:34:46.492 --> 00:34:46.851
event,

00:34:47.632 --> 00:34:50.173
six cool mini adventures that maybe one of

00:34:50.193 --> 00:34:51.853
those mini adventures turns into a Misogi

00:34:51.893 --> 00:34:52.135
next year.

00:34:52.175 --> 00:34:52.335
Yeah,

00:34:52.355 --> 00:34:54.036
I would like to climb fricking Everest.

00:34:55.128 --> 00:34:55.849
And you've built four,

00:34:55.889 --> 00:34:57.309
you've stacked four habits.

00:34:57.610 --> 00:34:59.269
And even if twenty five percent of those

00:34:59.309 --> 00:35:01.170
habits stick, still a pretty good year.

00:35:01.590 --> 00:35:01.971
Yep.

00:35:02.070 --> 00:35:03.990
Sold me a calendar, Andrea.

00:35:04.512 --> 00:35:06.512
But he told me a story.

00:35:06.891 --> 00:35:07.012
Yeah.

00:35:07.172 --> 00:35:08.793
And I got to be honest,

00:35:09.032 --> 00:35:10.652
none of this involves a million dollar ad

00:35:10.672 --> 00:35:11.032
spend.

00:35:11.733 --> 00:35:11.954
Right.

00:35:12.114 --> 00:35:13.114
It just it just didn't.

00:35:14.092 --> 00:35:16.396
But we don't do that with healthcare,

00:35:16.856 --> 00:35:19.599
with the thing that apparently is like at

00:35:19.659 --> 00:35:20.981
the core of everything.

00:35:21.661 --> 00:35:22.163
We just go,

00:35:22.684 --> 00:35:26.068
we're open from seven to three and we

00:35:26.108 --> 00:35:27.630
bought a new MRI machine.

00:35:27.650 --> 00:35:28.510
We're evidence-based.

00:35:29.425 --> 00:35:30.567
Literally, someone was like,

00:35:30.646 --> 00:35:31.628
I want to go to this place to

00:35:31.648 --> 00:35:32.208
get an MRI.

00:35:32.228 --> 00:35:32.708
And I go, why?

00:35:32.728 --> 00:35:32.989
And they go,

00:35:33.148 --> 00:35:35.311
because you can watch Netflix while you're

00:35:35.371 --> 00:35:35.711
in there.

00:35:36.032 --> 00:35:38.934
And I was like, holy shit.

00:35:38.954 --> 00:35:41.396
That we have reached bottom of barrel.

00:35:41.516 --> 00:35:43.237
That's the differentiating factor.

00:35:43.577 --> 00:35:45.280
That place was like, we got Netflix.

00:35:46.000 --> 00:35:46.661
Holy shit.

00:35:47.929 --> 00:35:50.373
So anyway, I've already started.

00:35:50.693 --> 00:35:51.855
It's on my table now.

00:35:52.275 --> 00:35:55.159
And I am picking out my Misogi carefully

00:35:55.179 --> 00:35:56.681
because I'm going to stick to it.

00:35:57.722 --> 00:35:58.842
I think I'm going to do another Ironman.

00:35:58.862 --> 00:35:59.603
I'm going to do an Ironman.

00:35:59.804 --> 00:36:04.050
And I've got six or seven months to

00:36:04.090 --> 00:36:04.630
prepare for it,

00:36:04.650 --> 00:36:05.711
which is more than enough time.

00:36:06.909 --> 00:36:07.909
But like, what are your thoughts?

00:36:07.929 --> 00:36:08.570
Have you seen?

00:36:08.590 --> 00:36:11.931
Well, well, he also like, this is,

00:36:12.092 --> 00:36:14.233
this is free marketing, right?

00:36:14.273 --> 00:36:15.753
So you are so excited.

00:36:15.893 --> 00:36:16.755
You were delighted.

00:36:17.054 --> 00:36:19.275
You've now become this evangelist maybe.

00:36:19.797 --> 00:36:21.077
And you're telling people about it.

00:36:21.157 --> 00:36:21.838
Word of mouth.

00:36:22.217 --> 00:36:22.458
Correct.

00:36:22.518 --> 00:36:23.679
It's so cool.

00:36:23.759 --> 00:36:26.601
Yes.

00:36:26.621 --> 00:36:28.121
This is the thing he didn't say.

00:36:28.141 --> 00:36:28.641
I didn't need,

00:36:28.742 --> 00:36:30.222
I didn't have a calendar problem.

00:36:30.742 --> 00:36:30.882
Right.

00:36:30.963 --> 00:36:31.322
I had a,

00:36:31.724 --> 00:36:33.244
I had a becoming a different version of

00:36:33.284 --> 00:36:33.985
myself problem.

00:36:34.184 --> 00:36:35.025
He never said that.

00:36:35.764 --> 00:36:36.605
but he did.

00:36:38.226 --> 00:36:40.007
He had my thoughts coming out of his

00:36:40.067 --> 00:36:41.168
mouth or his ads.

00:36:41.807 --> 00:36:45.570
I want to have a big ass year.

00:36:45.610 --> 00:36:47.311
Even the words.

00:36:47.530 --> 00:36:49.331
Danny Matei is a PT who wrote a

00:36:49.351 --> 00:36:51.532
book a number of years ago called Fuck

00:36:51.572 --> 00:36:52.014
Insurance.

00:36:52.903 --> 00:36:53.583
And people were like,

00:36:54.103 --> 00:36:55.043
you can't title that.

00:36:55.525 --> 00:36:56.465
And he was like, why?

00:36:56.485 --> 00:36:56.744
And he's like,

00:36:56.764 --> 00:36:57.605
because you're going to turn a lot of

00:36:57.644 --> 00:36:58.144
people off.

00:36:58.164 --> 00:36:58.664
And he goes, good.

00:36:58.824 --> 00:36:59.364
They were never...

00:37:00.746 --> 00:37:02.126
Once they signed up for whatever it is

00:37:02.146 --> 00:37:02.826
that I'm teaching,

00:37:02.925 --> 00:37:04.106
they were going to freaking hate me

00:37:04.166 --> 00:37:05.586
because I drop F-bombs left and right.

00:37:05.927 --> 00:37:07.626
That was one of his qualifying questions

00:37:07.646 --> 00:37:08.427
without having to ask.

00:37:08.746 --> 00:37:09.648
This guy, same thing.

00:37:09.688 --> 00:37:10.907
It's called the big ass calendar.

00:37:10.987 --> 00:37:12.248
Jesse's like, I don't want prudes.

00:37:12.507 --> 00:37:13.648
They're not going to like me anyway.

00:37:13.927 --> 00:37:14.148
Good.

00:37:14.288 --> 00:37:15.289
Get rid of them on step one.

00:37:15.369 --> 00:37:16.289
I don't want...

00:37:16.768 --> 00:37:17.710
Not the brand.

00:37:17.829 --> 00:37:18.789
Jesse knows his brand.

00:37:19.190 --> 00:37:20.210
Jesse knew his audience.

00:37:20.532 --> 00:37:21.612
Jesse read me like a book,

00:37:21.753 --> 00:37:22.592
even though he's never met me.

00:37:23.233 --> 00:37:23.353
Yep.

00:37:23.373 --> 00:37:24.193
It's a masterclass.

00:37:24.735 --> 00:37:25.335
It is.

00:37:25.375 --> 00:37:26.135
That's very cool.

00:37:27.335 --> 00:37:28.257
And I mean, pretty similar.

00:37:28.297 --> 00:37:30.679
So the few times that I've fallen for

00:37:30.778 --> 00:37:32.099
advertising on Instagram,

00:37:32.159 --> 00:37:33.320
it's been like similar.

00:37:34.081 --> 00:37:34.882
And it's like,

00:37:34.961 --> 00:37:36.123
I've seen it a bunch of times.

00:37:36.163 --> 00:37:37.284
They're speaking to me.

00:37:37.523 --> 00:37:39.224
It doesn't matter what the product is.

00:37:39.605 --> 00:37:41.226
I'm like, yes, yes, I have that.

00:37:41.326 --> 00:37:42.447
Oh, yeah, I have that problem.

00:37:42.947 --> 00:37:43.128
Yep.

00:37:43.268 --> 00:37:44.047
I want to feel that way.

00:37:44.068 --> 00:37:44.489
Yeah.

00:37:44.648 --> 00:37:44.809
Yeah.

00:37:45.682 --> 00:37:47.565
Yes, I want to feel that way.

00:37:47.585 --> 00:37:50.467
Do you know how many times in your

00:37:50.527 --> 00:37:53.710
lifetime that you've ever seen someone

00:37:53.769 --> 00:37:56.012
drink a beer in a commercial in the

00:37:56.052 --> 00:37:56.713
United States?

00:37:57.614 --> 00:37:58.735
Ballpark, how many times you ever?

00:37:58.815 --> 00:37:59.675
Ballpark it.

00:38:00.936 --> 00:38:02.257
Try to be within ten thousand.

00:38:02.438 --> 00:38:03.219
This is a trick question.

00:38:03.418 --> 00:38:03.940
I don't know.

00:38:04.340 --> 00:38:04.681
Zero.

00:38:05.081 --> 00:38:05.460
Zero.

00:38:05.762 --> 00:38:07.003
I was thinking it had to be zero.

00:38:07.713 --> 00:38:09.215
Can't show someone as far as...

00:38:09.976 --> 00:38:11.697
I'm going to say in my lifetime,

00:38:12.197 --> 00:38:14.039
but I'm definitely going to say since I've

00:38:14.059 --> 00:38:14.800
been eight years old.

00:38:15.539 --> 00:38:16.360
You can't show it.

00:38:16.481 --> 00:38:16.961
It's a rule.

00:38:17.001 --> 00:38:17.641
It's a law.

00:38:17.782 --> 00:38:18.782
That's what those things are.

00:38:18.802 --> 00:38:20.764
They're like rules, but they get enforced.

00:38:21.224 --> 00:38:21.704
Exactly.

00:38:22.065 --> 00:38:22.826
Think about the last...

00:38:22.846 --> 00:38:25.367
You're holding it and it's like...

00:38:25.708 --> 00:38:27.389
It looks good and appetizing.

00:38:27.429 --> 00:38:27.989
It's cool.

00:38:28.911 --> 00:38:31.693
They talk about cold.

00:38:31.753 --> 00:38:32.693
Think about that.

00:38:32.753 --> 00:38:33.275
Coors...

00:38:34.500 --> 00:38:36.179
Like all their ads are like someone's,

00:38:36.440 --> 00:38:37.320
like even in the summer,

00:38:37.340 --> 00:38:38.721
they're like skiing or they're in the

00:38:38.840 --> 00:38:39.161
snow.

00:38:39.181 --> 00:38:42.362
And they're like, our beer is brewed cold.

00:38:43.382 --> 00:38:43.822
Cold.

00:38:44.001 --> 00:38:45.202
Like it's cold.

00:38:45.262 --> 00:38:47.282
And I'm like, yeah,

00:38:47.302 --> 00:38:48.603
but like as soon as it left your

00:38:48.643 --> 00:38:50.202
brewery, somebody else's,

00:38:50.483 --> 00:38:51.943
like your truck had to keep it cold.

00:38:52.063 --> 00:38:53.304
Then it went to my supermarket.

00:38:53.384 --> 00:38:54.224
They kept it cold.

00:38:54.483 --> 00:38:55.543
Now I'm keeping it cold.

00:38:55.864 --> 00:38:57.684
They're literally selling you cold.

00:38:58.885 --> 00:38:59.505
But they're not.

00:38:59.585 --> 00:39:01.206
They're selling you the feeling of what

00:39:01.405 --> 00:39:02.746
it's like when it hits your lips.

00:39:03.157 --> 00:39:03.376
Right,

00:39:03.436 --> 00:39:04.617
because you know what it feels like for

00:39:04.657 --> 00:39:06.257
a cult to drink a cold drink.

00:39:06.398 --> 00:39:08.438
But how do we get that?

00:39:08.579 --> 00:39:12.719
It's similar to why cologne and perfume

00:39:12.820 --> 00:39:15.581
ads are so freaking insane.

00:39:15.701 --> 00:39:17.342
They're like a fever dream.

00:39:18.061 --> 00:39:18.902
They don't make any sense.

00:39:18.922 --> 00:39:20.543
Like Leonardo DiCaprio standing there with

00:39:20.563 --> 00:39:22.824
a shirt unbuttoned and a fan going...

00:39:22.943 --> 00:39:24.945
coming out of the water and then there's

00:39:24.965 --> 00:39:27.646
like a weird unicorn and yes it gets

00:39:27.686 --> 00:39:29.688
weird like why it's like they're trying to

00:39:29.728 --> 00:39:31.429
different like i don't understand that but

00:39:31.449 --> 00:39:33.231
like this is what i've been told it's

00:39:33.251 --> 00:39:35.771
like they're trying to sell image and like

00:39:35.952 --> 00:39:38.693
sort of weird like how do you market

00:39:38.713 --> 00:39:41.775
a smell until the tv starts spraying stuff

00:39:41.835 --> 00:39:42.996
out in our living rooms it's not gonna

00:39:43.016 --> 00:39:47.159
happen yep very cool about the calendar so

00:39:47.199 --> 00:39:48.320
i got the calendar i'll let you know

00:39:48.360 --> 00:39:49.420
if it works doesn't matter

00:39:50.304 --> 00:39:52.085
Doesn't matter if it works.

00:39:52.246 --> 00:39:52.706
You bought in.

00:39:52.885 --> 00:39:54.025
But maybe it'll work and you'll do it

00:39:54.045 --> 00:39:54.646
again next year.

00:39:55.286 --> 00:39:55.407
Well,

00:39:55.427 --> 00:39:56.567
that was also one of the ads that

00:39:56.606 --> 00:39:58.867
I saw after I purchased the calendar.

00:39:58.887 --> 00:40:00.608
The woman was like going through all her.

00:40:00.628 --> 00:40:00.889
She's like,

00:40:01.009 --> 00:40:03.429
I've done doing this for seven years.

00:40:03.750 --> 00:40:04.650
So she goes, think about that.

00:40:04.929 --> 00:40:05.510
In seven years,

00:40:05.530 --> 00:40:07.150
I've had seven year defining events.

00:40:07.210 --> 00:40:08.351
You could say what happened in twenty

00:40:08.391 --> 00:40:08.670
twenty.

00:40:08.710 --> 00:40:10.251
I'd be like, oh, I did this.

00:40:12.144 --> 00:40:12.625
Right?

00:40:12.684 --> 00:40:13.606
Smart marketing, right?

00:40:13.646 --> 00:40:15.007
Because your thought might be like, yeah,

00:40:15.027 --> 00:40:15.947
that sounds cool,

00:40:15.987 --> 00:40:17.550
but I'm not going to use it.

00:40:17.630 --> 00:40:19.110
I'm not going to continue.

00:40:19.170 --> 00:40:20.092
Like, you know, that's,

00:40:20.192 --> 00:40:21.873
that's really smart to have,

00:40:21.952 --> 00:40:23.333
to show someone who's used it year after

00:40:23.375 --> 00:40:23.554
year.

00:40:24.054 --> 00:40:24.394
Correct.

00:40:24.454 --> 00:40:27.458
Show me the future state of me.

00:40:27.518 --> 00:40:28.699
And that's where it's like, huh,

00:40:28.739 --> 00:40:29.880
that makes it, that makes sense.

00:40:29.900 --> 00:40:30.199
All right.

00:40:30.219 --> 00:40:31.141
We're going to do keep it or dump

00:40:31.161 --> 00:40:31.260
it.

00:40:31.280 --> 00:40:32.222
You're ready to do keep it or dump

00:40:32.242 --> 00:40:32.342
it.

00:40:32.702 --> 00:40:33.322
Let's do it.

00:40:33.362 --> 00:40:33.503
Hold on.

00:40:33.523 --> 00:40:34.523
I'm going to do the quick button.

00:40:34.764 --> 00:40:35.465
Keep it or dump it.

00:40:41.704 --> 00:40:43.244
This is just personal and it's going to

00:40:43.264 --> 00:40:43.585
be hard,

00:40:43.605 --> 00:40:44.385
but I'm going to ask you to do

00:40:44.405 --> 00:40:46.206
like macro because like you could be for

00:40:46.226 --> 00:40:47.188
different segments or different

00:40:47.208 --> 00:40:47.608
businesses.

00:40:47.628 --> 00:40:49.768
I'm going to throw a tactic at you.

00:40:49.849 --> 00:40:50.789
So very specific.

00:40:50.829 --> 00:40:52.170
You say whether we keep it in twenty

00:40:52.190 --> 00:40:52.731
twenty six,

00:40:53.371 --> 00:40:55.393
dump it forever and then justify it or

00:40:55.432 --> 00:40:56.494
just fire off a hot take.

00:40:56.893 --> 00:40:59.355
Patient testimonial videos on social.

00:40:59.375 --> 00:41:01.016
Keep it or dump it.

00:41:01.077 --> 00:41:01.456
Keep it.

00:41:01.856 --> 00:41:02.117
Yeah.

00:41:02.177 --> 00:41:03.277
It's just too authentic.

00:41:03.538 --> 00:41:04.579
It's super authentic.

00:41:04.838 --> 00:41:07.019
You don't get much better and real than

00:41:07.119 --> 00:41:08.081
that.

00:41:08.121 --> 00:41:09.222
But please make them real.

00:41:09.983 --> 00:41:10.262
Real.

00:41:10.503 --> 00:41:10.802
Yes.

00:41:11.023 --> 00:41:11.844
Real patients.

00:41:12.143 --> 00:41:13.885
I love the ones that look like

00:41:13.925 --> 00:41:16.065
proof-of-life hostage videos where you're

00:41:16.126 --> 00:41:17.626
clearly putting words in their mouth.

00:41:17.646 --> 00:41:19.148
I'm like, that does the opposite.

00:41:19.208 --> 00:41:20.007
That does this.

00:41:20.108 --> 00:41:21.929
They're just saying your brand messaging.

00:41:21.989 --> 00:41:22.610
Correct.

00:41:22.989 --> 00:41:24.891
Or, oh, can we stop this one?

00:41:24.931 --> 00:41:28.853
Which is patient testimonial texts on

00:41:29.172 --> 00:41:31.114
Instagram where they literally screenshot

00:41:31.173 --> 00:41:34.115
it or they take the ninety-three words and

00:41:34.155 --> 00:41:35.336
put it in a Canva template.

00:41:35.376 --> 00:41:37.557
I'm like, no one's reading that.

00:41:37.818 --> 00:41:39.358
Take five words out of that.

00:41:40.543 --> 00:41:43.445
felt my best ever steve whatever but just

00:41:43.485 --> 00:41:45.226
do dot dot dot felt my best ever

00:41:45.266 --> 00:41:46.286
dot dot dot like as long as it's

00:41:46.347 --> 00:41:48.148
real but please don't give me sixty eight

00:41:48.188 --> 00:41:50.429
words on instagram in an image not reading

00:41:50.469 --> 00:41:53.311
it uh seven that's the that's the that's

00:41:53.331 --> 00:41:54.731
the rule seven words or less keep it

00:41:54.751 --> 00:41:58.275
or dump it uh clinic blogs for seo

00:41:59.568 --> 00:42:00.489
Oh, so this is,

00:42:00.548 --> 00:42:01.990
I have like a little asterisk next to

00:42:02.010 --> 00:42:02.190
this.

00:42:03.452 --> 00:42:04.574
Um, yes.

00:42:04.773 --> 00:42:09.018
And so Google and search engines are

00:42:09.139 --> 00:42:13.525
getting smarter to generic AI stuff,

00:42:13.585 --> 00:42:13.824
right?

00:42:13.864 --> 00:42:15.226
They're like, they are AI.

00:42:15.266 --> 00:42:16.047
They're getting good.

00:42:17.166 --> 00:42:19.686
So we need SEO.

00:42:19.887 --> 00:42:22.288
We need things that we need, obviously,

00:42:22.327 --> 00:42:23.867
keywords that people are going to find us

00:42:23.907 --> 00:42:25.547
if they're searching for a clinical thing

00:42:25.889 --> 00:42:27.829
in our area and there are in our

00:42:27.869 --> 00:42:28.248
audience.

00:42:29.210 --> 00:42:31.469
But we also now and, you know,

00:42:31.489 --> 00:42:34.451
this is like Google's latest updates tell

00:42:34.530 --> 00:42:37.072
us they they're looking for authentic

00:42:37.251 --> 00:42:37.992
human words.

00:42:39.358 --> 00:42:40.798
authentic content that's written for

00:42:40.838 --> 00:42:41.278
humans,

00:42:42.219 --> 00:42:43.539
whether or not that's written by humans.

00:42:43.719 --> 00:42:45.061
It needs to be written for humans.

00:42:46.202 --> 00:42:48.023
And so I think we need both.

00:42:48.083 --> 00:42:51.625
We need SEO, which is pretty boring stuff,

00:42:51.644 --> 00:42:53.505
but we also need the human stuff.

00:42:53.545 --> 00:42:54.565
And I think we also need to make

00:42:54.606 --> 00:42:56.206
sure we're optimizing not only for search

00:42:56.266 --> 00:42:56.527
engines,

00:42:56.547 --> 00:42:58.288
but we're optimizing for AI because that

00:42:58.367 --> 00:43:01.409
is where people are looking for sure.

00:43:01.976 --> 00:43:03.458
So I think the pendulum has swung back,

00:43:03.480 --> 00:43:03.960
which is like,

00:43:04.059 --> 00:43:05.842
I don't know about you spending ten grand

00:43:06.003 --> 00:43:08.847
on fifty thousand words that is clearly

00:43:08.949 --> 00:43:09.389
automated.

00:43:09.449 --> 00:43:10.210
But like, yes,

00:43:10.291 --> 00:43:12.875
this is where search engine optimization

00:43:13.034 --> 00:43:16.300
or generative search optimization as well.

00:43:16.340 --> 00:43:16.420
Yep.

00:43:16.936 --> 00:43:19.099
Again, depends on who you are.

00:43:19.139 --> 00:43:20.880
If you're a one location practice,

00:43:20.900 --> 00:43:21.860
I don't know if that's the thing I

00:43:21.880 --> 00:43:22.742
would be optimizing for,

00:43:22.782 --> 00:43:24.983
but if you're a little bit larger, maybe.

00:43:25.164 --> 00:43:29.847
Facebook ads for workshops slash events.

00:43:29.887 --> 00:43:31.869
Would you run ads to go to it

00:43:31.909 --> 00:43:33.871
to lead to a workshop or an event?

00:43:34.311 --> 00:43:36.333
That's a micro conversion sound like the

00:43:36.373 --> 00:43:37.594
event or the workshop sounds like it'd be

00:43:37.614 --> 00:43:39.016
a micro conversion in your point of view.

00:43:39.900 --> 00:43:40.800
Yeah, I think it's fine.

00:43:42.222 --> 00:43:45.581
I think if you are targeting correctly and

00:43:45.621 --> 00:43:46.503
appropriately,

00:43:47.202 --> 00:43:51.664
I also think you shouldn't expect major

00:43:51.704 --> 00:43:53.625
conversions from the Facebook ad because

00:43:53.644 --> 00:43:55.284
you're probably advertising it in other

00:43:55.304 --> 00:43:55.864
places.

00:43:57.204 --> 00:43:58.106
But no, I think it's good.

00:43:58.226 --> 00:43:59.585
I think it's good to run Facebook ads

00:43:59.606 --> 00:44:01.567
because you can target at certain levels

00:44:01.666 --> 00:44:03.327
and I think it's fine.

00:44:04.931 --> 00:44:05.353
Yeah.

00:44:05.413 --> 00:44:05.952
In my opinion,

00:44:05.992 --> 00:44:07.614
if you sell a really great experience...

00:44:07.653 --> 00:44:08.534
I was talking to a guy in the

00:44:08.554 --> 00:44:09.396
Pacific Northwest.

00:44:09.835 --> 00:44:10.856
And I'm like, what makes you great?

00:44:10.996 --> 00:44:13.918
I love asking questions that sound lazy.

00:44:14.159 --> 00:44:15.539
But I'm looking for how you answer,

00:44:15.579 --> 00:44:16.481
not just what you're answering.

00:44:16.521 --> 00:44:17.922
He's like, when people get in here,

00:44:18.001 --> 00:44:19.402
we really make them feel like...

00:44:19.922 --> 00:44:21.923
And he said something like they're a pro

00:44:21.983 --> 00:44:22.364
athlete.

00:44:22.445 --> 00:44:23.485
He's like, I want to work with athletes.

00:44:23.525 --> 00:44:24.726
I work with high school and college

00:44:24.786 --> 00:44:25.186
athletes.

00:44:25.726 --> 00:44:26.086
And I'm like,

00:44:26.226 --> 00:44:27.887
sounds like if you had ten...

00:44:28.668 --> 00:44:30.090
That would be a ridiculous experience.

00:44:30.110 --> 00:44:30.690
Like, oh my God.

00:44:30.730 --> 00:44:30.869
Yeah.

00:44:30.889 --> 00:44:31.030
I go,

00:44:31.389 --> 00:44:32.771
then why don't you do a combine?

00:44:33.070 --> 00:44:33.710
He's like, what's that?

00:44:33.751 --> 00:44:33.931
I go,

00:44:33.990 --> 00:44:36.652
go get a volleyball team and pick out

00:44:36.731 --> 00:44:39.333
ten volleyball specific tests you can do

00:44:39.373 --> 00:44:42.554
like vertical leap, overhead arm strength.

00:44:42.574 --> 00:44:43.074
Like, I don't know.

00:44:43.094 --> 00:44:44.215
You're the clinician who works with

00:44:44.255 --> 00:44:45.115
volleyball players.

00:44:45.516 --> 00:44:47.137
Can you make me feel an experience?

00:44:47.436 --> 00:44:49.097
Then is it worth taking the volleyball

00:44:49.137 --> 00:44:50.918
coach to ten local high schools out to

00:44:50.958 --> 00:44:51.259
dinner?

00:44:51.699 --> 00:44:51.918
Yes.

00:44:53.119 --> 00:44:53.420
And be like,

00:44:53.460 --> 00:44:55.081
I'll run all your players through each one

00:44:55.121 --> 00:44:56.121
of these one at a time.

00:44:56.501 --> 00:44:57.882
This two-hour block is going to be for

00:44:57.943 --> 00:44:59.324
your fifteen players.

00:45:00.123 --> 00:45:03.226
And then rank them in a spreadsheet.

00:45:04.266 --> 00:45:06.927
Show them where they fell in each event.

00:45:06.987 --> 00:45:09.070
And then do a combined graded score.

00:45:09.369 --> 00:45:10.030
And then go here.

00:45:10.389 --> 00:45:11.451
And then when they go, well,

00:45:11.471 --> 00:45:12.231
how do I get better?

00:45:12.291 --> 00:45:12.911
I go, right here.

00:45:14.806 --> 00:45:16.226
Now, is all that effort worth it?

00:45:16.427 --> 00:45:17.608
It is if that's who you want to,

00:45:17.728 --> 00:45:19.027
in my opinion, if that's who you want.

00:45:19.047 --> 00:45:20.009
So I think, yeah,

00:45:20.068 --> 00:45:22.228
I think Facebook ads for workshop,

00:45:22.268 --> 00:45:22.730
it's an event.

00:45:23.349 --> 00:45:25.971
If you're actually good in person.

00:45:26.210 --> 00:45:26.971
Right, right.

00:45:27.050 --> 00:45:28.471
It needs to be the full experience.

00:45:28.751 --> 00:45:29.052
Yes.

00:45:29.572 --> 00:45:30.652
Yeah.

00:45:30.911 --> 00:45:33.273
Reels with clinicians doing exercises.

00:45:35.666 --> 00:45:36.385
Uh, fine.

00:45:36.405 --> 00:45:38.907
Um, but it's fine,

00:45:38.967 --> 00:45:41.726
but I think real patients and real people

00:45:41.766 --> 00:45:44.688
doing exercises, if it's engaging,

00:45:44.748 --> 00:45:45.728
that's a real tough one.

00:45:46.168 --> 00:45:46.807
For me, this,

00:45:47.027 --> 00:45:49.088
this begins to be manic flavors ice cream

00:45:49.108 --> 00:45:49.369
again.

00:45:49.789 --> 00:45:50.648
So it's like, look,

00:45:50.668 --> 00:45:52.128
when we do exercise videos,

00:45:52.349 --> 00:45:55.269
when we put our clinician in tights and

00:45:55.309 --> 00:45:57.610
Lululemon and we show big muscles,

00:45:57.951 --> 00:45:59.751
people love watching exercise videos.

00:45:59.831 --> 00:46:00.590
I go, do they,

00:46:00.951 --> 00:46:02.291
or is it just a six second video

00:46:02.311 --> 00:46:03.072
that gets lots of views,

00:46:03.092 --> 00:46:03.911
but no conversions?

00:46:04.472 --> 00:46:04.992
Exactly.

00:46:05.793 --> 00:46:07.653
Is it a beauty pageant metric?

00:46:07.775 --> 00:46:09.315
And if it is, what are you doing?

00:46:11.097 --> 00:46:12.617
So like, I don't know.

00:46:13.619 --> 00:46:15.599
I would put my effort elsewhere instead of

00:46:15.679 --> 00:46:15.920
real.

00:46:16.121 --> 00:46:17.981
I think maybe showing like a patient

00:46:18.603 --> 00:46:20.664
outcome video and then like here's like

00:46:20.704 --> 00:46:22.105
some snippets of how we got there

00:46:22.184 --> 00:46:22.746
potentially.

00:46:22.766 --> 00:46:22.846
Yeah.

00:46:23.614 --> 00:46:24.416
Two more.

00:46:24.536 --> 00:46:26.159
Clinic email newsletters.

00:46:26.519 --> 00:46:28.302
You're going to have more experience and a

00:46:28.342 --> 00:46:29.945
better viewpoint than this from me.

00:46:30.166 --> 00:46:31.788
I don't really care about newsletters,

00:46:31.807 --> 00:46:32.730
but that's me.

00:46:33.231 --> 00:46:34.552
I don't care about doing them,

00:46:34.992 --> 00:46:35.894
but what are your thoughts?

00:46:36.054 --> 00:46:37.056
Is the juice worth the squeeze,

00:46:37.097 --> 00:46:38.318
I guess is what I'm asking, Andrea.

00:46:39.369 --> 00:46:41.550
So I say this to every client who

00:46:41.590 --> 00:46:43.150
wants to do an email newsletter,

00:46:43.250 --> 00:46:44.590
which feel very productive.

00:46:46.030 --> 00:46:47.490
If you're going to do email,

00:46:47.650 --> 00:46:49.431
it needs to be segmented and you need

00:46:49.472 --> 00:46:51.331
to talk about something people care about

00:46:51.492 --> 00:46:52.992
and they need to be opted in.

00:46:53.693 --> 00:46:55.813
And that is a behavior and that's a

00:46:56.873 --> 00:46:57.813
technology issue.

00:46:57.833 --> 00:46:59.514
So you need to make sure you're capturing

00:46:59.534 --> 00:47:00.393
that they want to do it.

00:47:00.414 --> 00:47:01.715
You need to give them a reason to

00:47:01.755 --> 00:47:02.474
want to read this.

00:47:03.556 --> 00:47:04.777
And I think segmentation is, like,

00:47:04.817 --> 00:47:05.818
the biggest thing.

00:47:06.099 --> 00:47:07.719
I've worked with so many people who have

00:47:07.860 --> 00:47:08.240
just, like,

00:47:08.802 --> 00:47:10.483
sent everyone the same message.

00:47:11.083 --> 00:47:11.585
And they're like, well,

00:47:11.625 --> 00:47:13.407
why aren't our open rates good?

00:47:13.447 --> 00:47:15.088
Like, well, because you're sending me,

00:47:15.349 --> 00:47:16.389
you know, or click-through rates.

00:47:16.409 --> 00:47:17.210
Like, you're sending...

00:47:18.431 --> 00:47:21.313
a sixteen-year-old and a seventy-year-old

00:47:21.333 --> 00:47:23.556
the same content and it's just not

00:47:23.615 --> 00:47:25.117
relevant i think the other thing too is

00:47:25.157 --> 00:47:26.617
like setting expectations i think it's

00:47:26.637 --> 00:47:29.059
important to have consistent communication

00:47:29.099 --> 00:47:31.121
with people but i also think we need

00:47:31.161 --> 00:47:32.643
to understand what we're getting out of it

00:47:32.682 --> 00:47:35.005
like we're probably not getting a patient

00:47:35.224 --> 00:47:38.226
out of a newsletter right now well the

00:47:38.266 --> 00:47:39.748
funny part is like a lot of a

00:47:39.807 --> 00:47:42.130
lot of practices i have no problem sending

00:47:42.210 --> 00:47:44.552
someone an email from your emr

00:47:45.932 --> 00:47:47.173
But as to what you just said,

00:47:47.253 --> 00:47:48.876
it better be about them and not you.

00:47:49.076 --> 00:47:51.079
We've worked with organizations together

00:47:51.099 --> 00:47:51.579
who were like,

00:47:52.119 --> 00:47:53.280
we're going to send out this email.

00:47:53.320 --> 00:47:53.701
And I'm like,

00:47:54.222 --> 00:47:58.106
so can you point to the news in

00:47:58.126 --> 00:47:58.847
this newsletter?

00:47:58.867 --> 00:48:00.168
And they're like, we opened a new clinic.

00:48:00.268 --> 00:48:02.030
And I go, that's news to you.

00:48:02.798 --> 00:48:03.039
Right.

00:48:03.239 --> 00:48:03.840
That's not news.

00:48:03.860 --> 00:48:04.719
That's an ad.

00:48:05.061 --> 00:48:06.121
That's an ad.

00:48:06.201 --> 00:48:08.503
And we understand how newspapers used to

00:48:08.543 --> 00:48:08.842
work.

00:48:08.882 --> 00:48:11.005
It was a bunch of news with ads

00:48:11.045 --> 00:48:11.445
between.

00:48:12.286 --> 00:48:12.766
With ads.

00:48:13.606 --> 00:48:14.507
Right.

00:48:14.666 --> 00:48:17.268
Newsletters for health practices are

00:48:17.329 --> 00:48:20.210
typically ads with ads between them.

00:48:20.610 --> 00:48:20.871
Right.

00:48:21.652 --> 00:48:23.672
I found what works better in healthcare

00:48:24.313 --> 00:48:25.554
has been sending...

00:48:26.972 --> 00:48:29.813
just very like targeted emails about so if

00:48:29.934 --> 00:48:31.215
someone like if something this is where

00:48:31.235 --> 00:48:32.797
you have to just get sophisticated with

00:48:32.856 --> 00:48:34.538
both your strategy but also the technology

00:48:34.557 --> 00:48:36.920
that you're using if a sixteen year old

00:48:36.960 --> 00:48:38.702
is coming in like they're a sixteen year

00:48:38.722 --> 00:48:40.923
old athlete or they're a twenty whatever

00:48:40.943 --> 00:48:42.304
it is um they could be any age

00:48:42.385 --> 00:48:44.726
athlete or they're a runner um you know

00:48:45.467 --> 00:48:46.768
thirty year old it doesn't matter what it

00:48:46.849 --> 00:48:48.550
is like sending them information that's

00:48:48.590 --> 00:48:50.070
targeted to them that will actually help

00:48:50.110 --> 00:48:52.974
them that's not uh just we need to

00:48:53.014 --> 00:48:54.355
push this out and so we're going to

00:48:54.375 --> 00:48:55.655
show you pictures of our team

00:48:56.717 --> 00:48:57.538
doing something silly.

00:48:58.559 --> 00:48:59.099
Yeah.

00:49:00.822 --> 00:49:02.764
Like to use my example with Jesse and

00:49:02.804 --> 00:49:04.246
his big ass calendar,

00:49:04.306 --> 00:49:06.369
like his newsletter probably wouldn't be

00:49:06.409 --> 00:49:06.590
like,

00:49:06.809 --> 00:49:10.534
we've added purple stickers to the package

00:49:10.554 --> 00:49:11.275
if you buy it.

00:49:11.315 --> 00:49:13.177
Like that's not news.

00:49:13.257 --> 00:49:13.478
Right.

00:49:14.501 --> 00:49:16.663
This is where people like Tim Ferriss or

00:49:16.702 --> 00:49:19.103
James Clear, their newsletters,

00:49:19.364 --> 00:49:20.224
Mark Manson,

00:49:21.065 --> 00:49:22.686
their newsletters take off because they're

00:49:22.706 --> 00:49:22.947
like...

00:49:23.666 --> 00:49:25.568
I think it was Tim Ferriss who does

00:49:25.608 --> 00:49:28.010
like three, two, one or James Clear.

00:49:28.610 --> 00:49:29.951
It's like three things I'm reading,

00:49:29.990 --> 00:49:31.092
two things I'm thinking about,

00:49:31.211 --> 00:49:32.492
one thing I'm doing or whatever.

00:49:32.532 --> 00:49:35.235
It's like I become different even if I

00:49:35.355 --> 00:49:36.916
skim his newsletter.

00:49:38.436 --> 00:49:40.458
But practice owners or providers sending

00:49:40.518 --> 00:49:43.179
out newsletters, it's like I, I, I, I,

00:49:43.500 --> 00:49:43.519
I.

00:49:47.289 --> 00:49:48.510
I will defend myself because I just said,

00:49:48.911 --> 00:49:49.411
James Coy says,

00:49:49.452 --> 00:49:50.773
here's three things I'm reading.

00:49:50.813 --> 00:49:52.134
Here's two things I'm doing.

00:49:52.153 --> 00:49:52.673
But it's about,

00:49:53.135 --> 00:49:54.255
here's my suggestion to you.

00:49:54.315 --> 00:49:55.396
I think it could benefit you.

00:49:55.657 --> 00:49:56.456
Not just what I did.

00:49:56.577 --> 00:49:57.157
I read a book.

00:49:57.197 --> 00:49:58.619
It's like great, cool story, bro.

00:49:59.358 --> 00:49:59.858
Exactly.

00:50:00.438 --> 00:50:01.699
And I think it goes back to the

00:50:01.739 --> 00:50:02.559
productivity thing.

00:50:02.599 --> 00:50:04.621
It feels like we're doing something if we

00:50:04.681 --> 00:50:06.543
send our newsletter every month.

00:50:06.943 --> 00:50:08.105
Blast it.

00:50:08.125 --> 00:50:08.724
Blast it.

00:50:08.764 --> 00:50:10.505
And I think there's value in newsletters

00:50:10.585 --> 00:50:12.148
if you have a targeted list who is

00:50:12.208 --> 00:50:13.608
signing up for your newsletter.

00:50:13.768 --> 00:50:17.210
I don't necessarily think most practices

00:50:17.251 --> 00:50:17.952
that I've seen,

00:50:18.032 --> 00:50:19.773
whether it's in PT or in other kind

00:50:19.813 --> 00:50:21.373
of clinical healthcare,

00:50:21.534 --> 00:50:23.175
they're not using newsletters the way

00:50:23.396 --> 00:50:24.617
newsletters are intended to be used.

00:50:24.637 --> 00:50:25.177
And then they're like,

00:50:25.217 --> 00:50:27.378
but why isn't it resulting in anything?

00:50:28.567 --> 00:50:28.706
Well,

00:50:29.248 --> 00:50:33.889
not to be nitty gritty or overly critical,

00:50:34.269 --> 00:50:35.429
stop calling it a newsletter.

00:50:36.570 --> 00:50:37.831
You're not in the news business.

00:50:38.451 --> 00:50:39.831
What business are you in?

00:50:40.351 --> 00:50:41.793
We're in the exercise business.

00:50:42.393 --> 00:50:42.652
All right,

00:50:42.693 --> 00:50:44.092
but do I need exercises in my...

00:50:44.393 --> 00:50:46.414
Do I need what you're in in my

00:50:46.474 --> 00:50:47.295
inbox?

00:50:47.554 --> 00:50:47.695
No.

00:50:49.105 --> 00:50:50.445
What are you giving me to give me

00:50:50.465 --> 00:50:53.106
a reason to spend ten seconds,

00:50:53.168 --> 00:50:54.889
even ten seconds of my freaking day,

00:50:55.168 --> 00:50:55.728
to clicking that?

00:50:55.748 --> 00:50:56.889
Because then I've got to spend brain power

00:50:56.909 --> 00:50:58.570
trying to decipher what the hell it is,

00:50:59.010 --> 00:50:59.690
why it's in there.

00:50:59.710 --> 00:51:01.833
I don't think Jesse sent me one email.

00:51:01.853 --> 00:51:02.672
He never asked me to send up an

00:51:02.733 --> 00:51:03.853
email, probably because he's like,

00:51:03.873 --> 00:51:05.074
I don't have a reason to get your

00:51:05.135 --> 00:51:05.335
email.

00:51:05.355 --> 00:51:06.195
I don't have a reason to email you.

00:51:06.295 --> 00:51:06.494
I mean,

00:51:06.635 --> 00:51:09.416
I had a very recently healthcare company

00:51:09.456 --> 00:51:12.018
here in New England that I am a

00:51:12.059 --> 00:51:14.280
patient of send me a newsletter that was

00:51:14.300 --> 00:51:15.380
focused on diabetes.

00:51:16.364 --> 00:51:17.505
And I was just like, well, I don't.

00:51:17.666 --> 00:51:18.485
So I unsubscribed.

00:51:18.505 --> 00:51:18.766
I was like,

00:51:18.806 --> 00:51:20.547
I don't have I don't have diabetes.

00:51:20.568 --> 00:51:21.849
Like, why are you sending this to me?

00:51:22.369 --> 00:51:25.190
It was it's really like it's the it's

00:51:25.311 --> 00:51:26.692
a quick way for people to ignore you

00:51:26.731 --> 00:51:27.512
or get annoyed with you.

00:51:28.012 --> 00:51:28.733
This is when, you know,

00:51:28.793 --> 00:51:30.793
someone's following a template blindly.

00:51:31.315 --> 00:51:32.295
Exactly.

00:51:32.315 --> 00:51:33.096
Send out an email.

00:51:33.255 --> 00:51:33.556
Why?

00:51:33.635 --> 00:51:34.936
Because it's Friday.

00:51:34.996 --> 00:51:35.516
It's Friday.

00:51:35.536 --> 00:51:36.117
Yeah.

00:51:36.237 --> 00:51:36.458
Yeah.

00:51:37.132 --> 00:51:39.454
How often should you, I was always asked,

00:51:39.494 --> 00:51:40.213
how long should you,

00:51:40.594 --> 00:51:41.574
how often should you post?

00:51:41.614 --> 00:51:43.434
How often should you send out an email?

00:51:43.675 --> 00:51:44.554
And I would go back to when I

00:51:44.574 --> 00:51:45.135
was in radio.

00:51:45.554 --> 00:51:47.076
How often should I turn on the microphone

00:51:47.175 --> 00:51:47.996
when you have something to say?

00:51:48.335 --> 00:51:48.936
And if you don't,

00:51:49.096 --> 00:51:50.175
shut up and play some Pearl Jam.

00:51:50.657 --> 00:51:51.916
Don't do it if you don't have anything

00:51:51.956 --> 00:51:53.077
to, I mean, that is like,

00:51:54.257 --> 00:51:55.358
if listeners take, you know,

00:51:55.398 --> 00:51:56.378
viewers take nothing away,

00:51:56.418 --> 00:51:58.759
like don't say anything if you don't have

00:51:58.778 --> 00:51:59.318
anything to say.

00:51:59.960 --> 00:52:00.980
Cause people will remember that.

00:52:01.221 --> 00:52:02.081
They'll be like,

00:52:02.101 --> 00:52:03.141
whenever the guy opens his mouth,

00:52:03.161 --> 00:52:04.262
whenever they send out an email, it's,

00:52:04.481 --> 00:52:05.141
it's crap.

00:52:05.543 --> 00:52:07.364
And you only get so many opportunities

00:52:07.864 --> 00:52:09.664
where you can't wash that image off

00:52:09.704 --> 00:52:10.045
anymore.

00:52:10.184 --> 00:52:11.144
Oh no, I see that name.

00:52:11.164 --> 00:52:11.885
What do they even do?

00:52:11.965 --> 00:52:12.525
I don't remember.

00:52:12.905 --> 00:52:15.487
Just it's crap.

00:52:15.586 --> 00:52:15.807
Yeah.

00:52:15.827 --> 00:52:16.327
All right.

00:52:17.068 --> 00:52:17.809
Um, that's it.

00:52:17.889 --> 00:52:18.869
That's a keep it or dump it.

00:52:22.577 --> 00:52:23.597
I will say thanks to,

00:52:23.717 --> 00:52:24.559
I think I'm going to one of their

00:52:24.599 --> 00:52:26.960
conferences, US Physical Therapy.

00:52:26.980 --> 00:52:30.782
That's a big nationwide network of clinics

00:52:30.822 --> 00:52:32.945
focused on developing clinicians and not

00:52:32.985 --> 00:52:33.485
burning them out.

00:52:33.985 --> 00:52:35.286
Leadership tracks, mentorship,

00:52:35.326 --> 00:52:35.927
career growth,

00:52:36.306 --> 00:52:37.847
and the stability to build your future in

00:52:37.887 --> 00:52:39.208
this profession of physical therapy.

00:52:39.829 --> 00:52:41.050
If you want to find a place that

00:52:41.090 --> 00:52:42.532
supports how you want to practice,

00:52:42.572 --> 00:52:43.532
that's USPH.

00:52:43.693 --> 00:52:44.572
USPH.com.

00:52:44.592 --> 00:52:46.894
That's USPH.com.

00:52:47.414 --> 00:52:47.735
What...

00:52:48.476 --> 00:52:50.737
do you want your parting shot to be

00:52:50.838 --> 00:52:51.978
oh wait i gotta push the button we

00:52:51.998 --> 00:52:53.059
do have a i don't know how long

00:52:53.079 --> 00:52:54.179
this is gonna last because it's like i

00:52:54.199 --> 00:52:57.762
gotta push buttons this is the parting

00:52:57.782 --> 00:53:01.643
shot one last mic drop moment no pressure

00:53:02.065 --> 00:53:04.146
just your legacy on the line

00:53:05.420 --> 00:53:05.721
All right.

00:53:05.760 --> 00:53:06.121
No pressure.

00:53:06.141 --> 00:53:06.862
Just your legacy in the line.

00:53:06.902 --> 00:53:08.003
What's your parting shot for today?

00:53:08.324 --> 00:53:09.144
A marketing doesn't work.

00:53:10.025 --> 00:53:11.166
I think I'll just go back to what

00:53:11.206 --> 00:53:12.208
we were just talking about.

00:53:13.668 --> 00:53:14.989
Don't say, you know,

00:53:15.010 --> 00:53:16.771
if you don't have anything meaningful to

00:53:16.871 --> 00:53:18.333
say, don't say anything.

00:53:19.233 --> 00:53:21.096
I mean, grandma and mom's advice.

00:53:22.128 --> 00:53:23.949
That, you know, wear clean underwear,

00:53:24.090 --> 00:53:24.769
I think is a good one,

00:53:24.789 --> 00:53:25.931
but I don't know if that's in my

00:53:25.990 --> 00:53:26.271
scope.

00:53:26.311 --> 00:53:26.672
But yeah,

00:53:28.112 --> 00:53:29.594
but then this also sounds like we're

00:53:29.634 --> 00:53:30.936
contradicting when we say,

00:53:31.275 --> 00:53:34.318
make sure you're consistently frequency,

00:53:34.398 --> 00:53:35.719
intensity, time, type, volume,

00:53:35.760 --> 00:53:36.139
progression,

00:53:36.380 --> 00:53:38.561
creating good paid or organic content.

00:53:38.822 --> 00:53:41.164
But that should push you back to, oh,

00:53:41.403 --> 00:53:42.565
why am I actually,

00:53:42.865 --> 00:53:44.447
what could I be doing with all these

00:53:44.586 --> 00:53:45.367
email addresses?

00:53:45.387 --> 00:53:46.389
Right, right.

00:53:46.929 --> 00:53:48.349
Maybe I could be doing something,

00:53:48.369 --> 00:53:49.429
dare I say, different.

00:53:49.650 --> 00:53:51.449
Dare I say different and better?

00:53:51.670 --> 00:53:53.891
What are the odds different and better?

00:53:55.210 --> 00:53:56.670
I would say that the bar is not

00:53:56.731 --> 00:53:57.871
even on the, it's not low,

00:53:57.911 --> 00:53:59.431
it's on the floor to differentiate

00:53:59.452 --> 00:54:00.612
yourself from other providers.

00:54:01.672 --> 00:54:02.632
They're not even listening to this

00:54:02.672 --> 00:54:03.213
podcast.

00:54:03.233 --> 00:54:04.552
And I'm not saying that this podcast is

00:54:04.572 --> 00:54:05.733
a thing that's going to separate you from

00:54:05.753 --> 00:54:06.094
the next.

00:54:06.534 --> 00:54:08.273
I'm saying the mindset that this podcast

00:54:08.293 --> 00:54:09.954
might bring you would help you do that.

00:54:10.034 --> 00:54:11.175
Stop sending newsletters.

00:54:11.375 --> 00:54:11.635
Why?

00:54:11.775 --> 00:54:13.375
Because you're not in the news business.

00:54:13.434 --> 00:54:14.615
You're in the, I don't know,

00:54:14.655 --> 00:54:16.215
whatever business you're in business.

00:54:16.615 --> 00:54:19.217
send that via email dot, dot, dot.

00:54:19.338 --> 00:54:19.577
Right.

00:54:19.657 --> 00:54:20.679
So, uh, don't, yeah.

00:54:20.699 --> 00:54:21.699
If you have nothing good to say,

00:54:22.340 --> 00:54:23.300
shut your damn.

00:54:24.742 --> 00:54:25.842
That's it for this one.

00:54:26.322 --> 00:54:27.724
We're just getting warmed up.

00:54:28.264 --> 00:54:29.144
Smash, follow,

00:54:29.184 --> 00:54:31.025
send it to a friend or crank up

00:54:31.045 --> 00:54:32.067
the next episode.

00:54:32.567 --> 00:54:33.447
Want to go deeper?

00:54:33.967 --> 00:54:37.831
It is at PG podcast.com or find us

00:54:37.891 --> 00:54:40.572
on YouTube and socials at PG podcast.

00:54:40.992 --> 00:54:43.255
And legally, none of this was advice.

00:54:43.335 --> 00:54:44.976
It's for entertainment purposes only.

00:54:46.715 --> 00:54:47.358
See, Keith?

00:54:47.519 --> 00:54:48.626
We read the script.

00:54:48.887 --> 00:54:49.570
Happy now?