Broadcasting way too early from three
separate Wi-Fi connections.
It's PT Breakfast Club with Tony Meritato,
Dave Kittle, and Jimmy McKay.
Welcome to PT Breakfast Club.
We are live.
We are groggy.
I don't know, man.
I'm just like dragging,
just dragging this morning for some
reason.
Today on the show,
can your clinic put sixty thousand dollars
in recurring revenue by acting more like a
gym?
That's a question, not a statement.
The CEO hustle your competitors don't know
about and why one PT built a million
dollar practice and still gets paid like a
new graduate.
Good morning, Tony.
Good morning, Dave.
Good morning, everybody.
Between you two guys, who is older?
Oh, me, right?
Are you?
I believe James McKay is the elder
statesman.
I'm thirty.
I'm thirty nine.
I turned forty six a month ago.
Two months.
I'm fifty.
We got we got like that range.
Yeah.
All right.
Go ahead.
All right.
Well, you and I were talking.
You were coming in hot this morning before
I hit live, and I said,
let's just go live.
You got it good.
So set up,
and then we'll ask the audience and Dave
and myself our questions.
Okay,
so this is right in Dave's wheelhouse.
I ask ChatGPT every Tuesday,
Thursday morning while I'm waiting for my
kids to take them to school.
I'm like, hey, it's today's date,
the PT Breakfast Club,
what are some hot topics?
And then I start brainstorming.
One of the things that popped into my
head
i said well wait a minute everybody wants
to say the geriatric population lives on a
fixed income they can't afford cash-based
therapy they they can't afford to pay for
great service and i was like this makes
no sense because on the other side of
media all i hear is the geriatric
population the baby boomers they're
hoarding all the wealth they own all the
homes all of this negativity towards them
so i'm like well which one is it
and it got me thinking i'm like okay
I'm fifty, I own a house,
but even take me ten years into the
future, my house will be paid off.
The stock market has been hitting all-time
highs for twenty years.
I've got a sub-three percent mortgage
interest rate on my house.
So I'm like,
it's not that they can't afford,
it's that either we are not conveying the
value of what we are selling,
Or they are,
which a lot of us are,
financially illiterate and don't
understand how to access the value they
possess.
But when I look at the sixty five
plus community,
I see a lot of people that own
homes that have doubled or tripled in
value since they originally purchased.
I see a lot of people who have
no student debt,
no mortgage left on the home.
If they do have a mortgage is because
they refinance that sub three percent.
I see a bunch of individuals that we
see teachers in the clinic every day that
are retired with unreal benefit packages,
free health care, stipends,
all of this crazy stuff that we'll never
see in our lifetimes.
But because they were in the public sector
working as a teacher, twenty years ago,
they retired.
They have insane compensation packages,
full salaries plus.
and they don't have to work anymore.
So my position is it's not that this
population can't afford Dave's services.
It's that either they choose not to
because other therapists, not Dave,
aren't communicating the value of what it
is they are really selling,
or the population that they're targeting
is financially illiterate which many of us
are i gotta admit and they don't
understand how to access the value in
their home the value in their portfolios
without selling their stocks they don't
understand the value they have all they
see is a social security check that comes
in and it's too low for them to
live on they don't realize they're sitting
on a pot of gold that hasn't been
touched for thirty years
So what made what?
Yes.
So agreed.
And and hey, man,
you can't take it with you.
This does not mean I think you should
empty the bank accounts if you got kids
or you want to leave a legacy or
you want to fund the ASPCA, do that.
So what you said was pot of gold
and I don't watch a ton of TV
anymore, but when I do,
I always hear the, it's like,
it's always like some dude who was an
actor when the audience they're talking to
was twenty-four.
So like now we're at Tom Selleck.
Right.
It used to be Wilford Brimley who was
talking about diabetes.
Right.
And they never changed it,
which was smart because diabetes.
Right.
So it was always the guy that was
the guy like Magnum P.I.
Even half the audience is going,
who the hell is Magnum P.I.?
And you're right.
So maybe what you're saying is right,
I agree with you,
but us saying it to them is like
their kids saying it to them.
That won't land.
Maybe we need to hire our version of
Magnum PI,
because what Magnum PI is doing now is
invest in gold or whatever,
or triple mortgage your house or whatever
the hell the commercial is.
Don't do that.
That's not financial advice.
But my point is that whoever is doing
that is smart enough to know
What Tony just said is true.
They do have money,
and I do want to access it.
So let me talk to one of them.
Let me push on one of their fears,
but not a random dude.
This is where it's ROI positive to pay
whatever Tom Selleck, Magnum PI,
costs because that person is Superman to
them or was the coolest guy in a
Ferrari on the Hawaiian Islands being a
private investigator while living for free
at a mansion.
That always,
that always reminds me that you were,
what you just said, uh, the way,
cause Tom Selleck,
I think is in these commercials now for
the reverse mortgages.
Have you guys seen these commercials?
Yeah, I'm seeing them on TV going, Oh,
that's what we're,
he's now the guy he's aged into that
role.
Just as a complete aside,
it's insane that they wrap the reverse
mortgage and they, again,
we talk about words and framing and
wrapping.
Like literally a reverse mortgage is you
sell your house to the bank and they're
going to,
they're going to give you money up front.
You get to still live in the,
in the house.
And then you now no longer get to
give that house to your children.
That's a reverse mortgage,
but they just put two beautiful words
together and they make it sound like a
great thing.
It's,
it's crazy because I'm now speaking to
friends that are in their twenties or
thirties or forties or whatever,
and they are no longer getting their
Brooklyn houses back.
passed down from their grandparents
because of a reverse mortgage.
So they are not liking the reverse
mortgage.
And anyway,
it's just part of this whole conversation
about financial literacy.
If a mortgage is bad, a reverse mortgage.
It's got to be good.
Sounds like the opposite.
It's the reverse of bad.
That sounds good.
But, I mean, it's a little bit of,
you know, I don't want to say, like,
sharky.
Kind of.
Like,
it's like these commercials are like,
do you need cash right now for medical
procedures or, like Tony said,
like to live on or whatever it might
be?
You know,
have you considered a reverse mortgage?
The bank will basically give you a
briefcase and a Santa sack of money.
And all you have to do is a
couple things that we're going to put in
the fine print, including...
We're going to take your house.
And as soon as you pass away,
it's ours.
And then we're going to sell it,
you know, whatever.
And,
and you don't get to pass it along
to your children or grandchildren.
Now, of course,
if you don't have any children or
grandchildren, I think it is a great,
I think it is a great idea.
But if you have children or grandchildren,
I don't know.
It's, it's a little,
it's a little bit of a,
not a little bit.
It could be a big aspect of a
family dispute.
Let's just put it that way.
Correct.
What is your general thought though, Dave?
I had the stats,
but I can't pull them up now.
Like one of the populations,
the decade age that's holding the most
wealth,
especially in regards to what I said,
stock market appreciation, home ownership,
housing appreciation, all of that stuff.
Is that like,
it was either sixty to seventy or seventy
to eighty year old demographic.
My question to you is,
are we on the right track in the
sense of understanding, look,
these individuals have the wealth,
to pay for what is beneficial for them
they choose not to because we are sending
the wrong message we're communicating the
wrong value proposition they don't care
about the things that we're trying to sell
them they have other desires we just need
to understand how to communicate to those
desires but the money is there
The money is absolutely there.
And it's for the most part,
as Jimmy will say on any podcast,
it's all about communication and messaging
and the message.
So yes.
And that,
so that's the thing historically,
I know we've talked about this kind of
intertwined a million different ways of
like, historically,
Physical therapy practices didn't have to
care about the messaging because it was
like every practice took every insurance.
And, you know, ten, twenty years ago,
the insurance is adjusted,
reverse adjusted for inflation.
We're paying better then.
And so you didn't really you got away
with it.
You got away with you put up a
shingle and people call and they walk by
and they stop in and the practice took
every insurance under the sun.
And you didn't have to do what we
do now,
which is
have an organized sales process,
do sales role play, talk up.
I'm literally onboarding a new physical
therapist right now.
And yesterday we spent three hours talking
about words,
like literally what words to use and why
it's important to say things like, Hey,
what are your expectations today of your
first visit?
And like all of these things to make
a different experience before physical
therapy practice could get away with it.
Now we're at a point where
We want to like maybe get out of
the payer system or we're complaining
about payment and reimbursement and all
that.
And now the words and the messaging and
the positioning is more important than it
ever has been before.
Real quick on that topic,
we should do a full segment, not today,
but in the future on words and language
and how we say it.
I've got a patient right now who had
some foot and ankle issues.
She went to a large national chain,
a shoe store,
and the one that got me,
she was like, she told me, she said,
going in, I told my husband, be ready,
it's probably gonna be two or three
hundred dollars for a pair of shoes that
they recommend.
I said, well, how much was it?
She was like twenty five hundred dollars
was the lowest recommendation,
the lowest cost recommendation.
She said the thing that the guy told
me it was forty five minutes.
They just keep pounding, pounding,
pounding the same idea.
She said the thing that almost got me
to say yes was the guy said, well,
if your husband needed it,
wouldn't you do it for him?
And she was like, oh,
I pulled at my heartstrings.
I was ready to say yes when he
told me that.
And I'm like, OK, you know,
I get it.
But other professions,
other other service providers,
product sales,
they understand how to communicate.
They understand how to convey the value.
And if you really believe this goes back
to marketing is ethical.
If you really believe that you can change
this person's life,
you can keep them in their house five
more years.
You can improve the quality of those five
years.
What else are they going to spend the
money on that is more valuable than their
independence and freedom?
You know,
I think about that every single day when
I'm in the clinic.
And dignity.
Yeah, yeah.
It sucks, man.
I mean, and there's no, I mean,
it's the person who creates the life kit
for helping your parents age is going to
be like,
you should throw money at that person if
you can do it.
Right.
Um,
Very, very good.
Questions, comments,
if you're watching live, drop them below.
Which one should we do?
Do you want to talk about this one
LinkedIn post?
We could do it quick if there's not
a legs, but I thought this was good.
This was Nick Schmidt asking this
question.
It wasn't really a question.
It was.
He was saying,
are physical therapy clinics missing out
on a gym model opportunity that can
provide steady revenue?
He was saying he read something about
Benz, yada yada.
Essentially, like,
I feel like we've been talking about this,
which is like,
you're not going to get more money from
the insurance company.
I bet.
I regret to inform you that that is
not never coming.
It's never going to go up.
It's always going to go down like gravity.
Count on it to go down.
So he's saying
Could we do this gym model?
And I was like, I've heard this before.
They don't want loud music.
They don't want a gym.
But could you make a nice gym?
And I was like, yeah, Tony does this.
Here's where I was like,
I don't think that feels right.
If the clinic invests two hundred grand in
equipment and charges seventy five dollars
a month.
That's ninety grand per year in revenue.
Yeah, it's going to take, yeah,
two and a half years or whatever to
make the money back, which, yeah,
it's a lot of money.
And I was like, yes, you could.
I think less than five K in a
Facebook marketplace.
Right.
I mean,
because to get to get ramped up.
Yeah.
And then you could always upgrade a little
bit later.
I know we want the brand new Rogue
squat rack and, you know,
the Nike rubberized kettlebells that are
nice that I keep seeing on my feed.
But I think you need less than five
grand of equipment.
Like, what are the two or three people?
I don't know, a stepper?
You know, I don't know.
Like,
I think you could do it with less
than five grand.
Tony, you're doing this.
So, like,
this is the thing I feel like you've
been leading people to water about.
Yeah.
What was the original Larry Benz article?
I don't remember that.
I don't remember either.
He's putting in a lot of articles,
which is good.
He is.
Yeah.
So so my thing with kind of,
you know,
my understanding and you guys correct me
if I'm wrong.
Planet Fitness is like a two million
dollar investment.
So he's saying,
would we make a ten percent investment
relative to that?
I would say the problem with investing two
hundred thousand,
it's just an arbitrary number,
is if you don't have a proven model,
like McDonald's has no problem opening a
new restaurant because they have a proven
model.
They have a proven formula.
We know it's going to work.
We know the price points, the demographic,
the community, all of that stuff is there.
when i see a therapist spending two
hundred three hundred four hundred
thousand on a new clinic it breaks my
heart because they don't have a proven
model they are really rolling the dice on
that yes now i got stuck in what
you're saying i got stuck in the five
thousand dollar model i buy broken
equipment off of ebay because none of my
patients have enough strength or mobility
to use a five thousand dollar recumbent
bike they're good on a five hundred or
a fifty dollar broken recumbent bike like
So, don't use me as an example,
but what I shared in the comments was
the real value in that model is not
the seventy-five or the hundred a month,
it's in building the community,
getting the people there,
having access to,
and the three things that I said were,
if I have even twenty people,
fifty people, doing a program like that,
They've all been patients already.
Nobody from the community can walk in
cold.
It's only people that have been patients.
So I kind of can handpick who's the
best candidate for this self-pay program.
We started at thirty in two thousand and
two.
We're at one hundred a month in two
thousand twenty six.
But the idea is I can handpick the
community.
I can offer it to them with no
obligation.
There's no contract.
You can quit any time.
And by having these people in my clinic
twice a week,
Usually they're there thirty,
forty minutes.
Some people like to stay a little longer.
It doesn't hurt me.
It builds the vibe of the clinic.
You've seen videos of my guys that are
bringing in joke books and making
everybody laugh.
And like it builds the vibe in the
community.
But then also, if I get a cancellation,
I can reactivate one of those patients to
fill that spot.
I can use it as word of mouth
marketing because they all have friends
and families and connections.
communities they have neighbors that are
getting hip and knee replacements rotator
cuff repairs and
They're telling them to go to tonal
therapy.
So I save the money on the marketing.
I've got money that's there for missed
visits, cancellations, reactivations.
And I've got the word of mouth and
the community, the vibe.
So we've always had that in-house.
It's always been net positive.
The only thing,
and I want to hear what you guys
say about it,
you have to have the staff...
that is willing to engage with these
individuals.
Jeremy, Kathy, Tony, we will talk,
we will laugh,
we will listen to their stories.
I have had teams of therapists who believe
if you're not a physical therapy patient,
I'm not gonna talk to you,
I'm not gonna look at you,
I'm not gonna engage with you.
Mentally, they can't handle it.
You know, mentally,
they don't have the bandwidth to
acknowledge when another person walks in
the clinic.
And definitely they can't answer a
question if it's not the patient they're
seeing.
I mean,
we know that these therapists exist.
They're so like focused on the person in
front of them.
The rest of the world disappears.
That that is not a recipe for success.
So.
I wouldn't be able to not speak to
the person.
I'd be like, what's up dude?
Like, you'd be like, Jimmy,
I'll give you a hundred dollars if you
could not talk to one person.
I'd be like, okay.
And I would last seven minutes.
And I'd be like, how are you?
You are the person that thrives in that
environment.
You are not the typical DPT in the
workforce today.
Wow.
Really?
Dave, what are you thinking?
Um, I would fit right into this culture.
I mean, I think you guys Oh, yeah.
Yeah, I would I would fit into Yeah,
like saying hello and welcoming folks in
like, but a little bit of that.
I mean, that goes back to like,
who you're attracting with with
interviewing and who you're hiring and all
that.
And, you know,
you could get a pipeline of those folks
were qualified through
dbt programs,
the shadowing or the the clinical
rotations and all that type of stuff.
So yeah,
I think what you just described Tony is
like,
so overlooked in outpatient physical
therapy,
it just it doesn't matter what it doesn't
matter if you're in network out of
network, cash, you know, self pay,
whatever.
But I've seen both ends of the spectrum.
And there's one that offers a warm
experience for most consumers, patients,
clients,
And the other one can be awkward and
people are not going to, I mean,
people might do in network a little bit,
you know,
they'll be fine with in network experience
there.
Maybe some people,
but there'll be less likely to pay out
of pocket if it feels, you know,
cold or awkward or yeah.
So I'm still dumbfounded.
Now,
what I think is interesting is so we
have Planet Fitness less than five minutes
down the road.
We have other opportunities around us,
the YMCA across the street.
There's an Anytime Fitness that has free
silver sneakers like these individuals
don't have to pay one hundred dollars a
month.
Right.
But they've been with me for years and
sometimes decades.
And I ask them, I'm like,
why have you chosen to continue to pay?
A lot of times it's husband and wife.
So they're paying two hundred a month as
a couple.
Why are you guys still paying?
We don't have the equipment that they have
across the street.
We don't have the physical space that they
have across the street,
the amenities that they have across the
street.
And it's always the same thing.
It's like, oh, I'm comfortable here.
I know what I'm doing.
You have the equipment and I have access
to you so that if I have a
question in passing without taking away
from the existing patient who's on an
insurance plan of care, I can ask,
you know,
and I can listen to how you talk
to the other.
They've told me I can listen to how
you talk to the other patients and answer
their questions.
And they just feel like they're part of
the family and they really are.
And they're getting added value.
If they're listening in on how you're
speaking to some other patient about
another condition,
that's added value because if they get
that condition later,
if their ankle swells up or whatever the
thing is,
they will then have a little bit more
insight as to what's going on or they're
going to be looking at you again the
next day and saying, hey,
obviously you are my consummate
professional.
You are my sage.
You're my main therapist.
And
Of course, they're going to continue.
This is why the price should be raised.
I think everyone in the Ohio area,
if I were there, I would say,
we're going to go two hundred dollars a
month per person.
I'm not going to ask for any fees
or commissions,
but I think there is significant value.
And if people are not canceling,
if people are not
getting out of it, Tony,
then I think it could be time to
raise the price.
Now we already passed January first.
So now you got to make up some
other excuse in the near future as to
why you would be potentially raising the
price on them.
This is why a vodka soda at my
house costs me two dollars and sixty
cents,
but one at a bar cost me nine
dollars.
This is cheers.
There are two,
I live in a very small town.
Dave and I went to one coffee shop.
There's another coffee shop around the
corner from me that I don't go to.
And you might be like, well, why?
So there's a couple differences.
And they go right back to where Tony
is.
Now I have a Dunkin Donuts eight minutes
away.
I'm not going there.
Unless I need to drive through.
And then I'm like, let's bang it out.
Then there's two walk-in hometown coffee
shops.
tell you about the one i don't go
to the counter is super high i can't
see the people working and they bear and
they can't see me so we barely make
eye contact right and there's a wall i
can't see what they're doing and it's you
know it's sort of staffed by a bunch
of who never talk to me they're always
talking to each other i'm like all right
they also make me pay before i go
sit down like on my order like whatever
they're gonna make my coffee right they
also only take cash
I paused there for like, what?
Okay.
I don't have any of that.
Apparently,
twenty-year-olds don't like cash.
Have you heard that?
They're afraid of it.
It's not their place, though.
It's someone else's.
But whatever.
You do you.
Also, the seating is super weird.
I don't know how to explain it.
It does not feel warm.
Right.
Around the corner is the place that David
I went to.
And I know David, the owner.
I walk in and I've been there a
billion times and he's had five or six
people work the front desk.
All of them have the same vibe,
which is like, hey, what's up?
Even if they don't know me, they're like,
hey, good to see you.
They say hello when we walked in,
which is so minor.
But sometimes you have to teach that.
And then after five or six times,
I am nothing if not consistent.
I have the same damn thing every time.
I just when there's a line,
I just sort of nod at David or
the person at the front and they go,
I'll bring it to you.
And then I go open my laptop and
do the thing.
I don't even care how long it takes
to get there.
I don't want to wait in line.
Do that.
Take fifty people.
And they got it and they bring it
back and they're like,
pay when you're checking out.
And I'm like, that is different.
And the countertops are low and there's no
separation between church and state.
You can see what's going on and it's
very open.
they take a card right like when my
dad comes in they're like oh we got
ginger ale in the back i'm like right
he my dad doesn't do that he does
ginger like why do i go there i
could get ginger ale and coffee cheaper
this applies to your p this is still
i know you're fancy and you went and
got a degree in this fancy thing but
Still deliver the basic thing.
You're still serving consumers, yeah.
Humans with brains who pick.
How long has that place been around and
how long have you been going?
I don't know.
I'd have to look.
I've been going for five since I moved
back to this area.
So, twenty twenty.
See,
I think the challenge in this is it's
very easy for me to be like,
this is what I do and this is
how you can do it.
I've been around twenty five years.
I've been here since two thousand seven.
You know, now,
was it like that in two thousand seven
when I opened this location in this town
for the first time?
No.
There was a decade of struggling and
begging and send me people and I'll do
anything it takes.
And then slowly we started to build that
history of people coming back like Jimmy,
knowing what this person wants and that
person wants and knowing why this person
is really here.
Now,
fast forward from two thousand seven to
two thousand twenty six.
It's super easy for me to be like,
yeah, you know,
twenty thirty thousand and recurring
revenue annually because people are
willing to pay one hundred dollars and not
go down the street to pay fifteen.
But we got to acknowledge like it was
a lot of hustle and a lot of
struggle and a lot of frustration and
thinking you're on the edge of closing
down to get to this point.
So I don't know.
I don't know how you resolve that as
a new practice starting today.
Simple, not easy.
Like, you know, I've talked before.
We'll talk inside baseball, right?
Like I've had large organizations sort of
talk to me over beers and be like,
we have a nine person marketing staff.
How come our podcast,
what are we doing wrong?
And I was like, okay,
you have fourteen people that need to
improve every episode.
So I use the gas gallon of gas
analogy.
If I had two gallons of gas,
You have to keep making compromises.
That's pouring a little bit.
It's just a tablespoon of water in the
gas and then another tablespoon of water
in the gas and another tablespoon of water
in the gas.
I don't.
I have gas, flame, fire.
By the time you pour your gas on
the fire, it's a little watered down.
I don't know if it's catching fire at
all.
It's a cop-out.
Also,
I do two a week every week for
a decade, like Tony's saying.
Do you want to be where I am?
Great.
Jump in your DeLorean,
go back ten years and do exactly what
I did.
But don't because you can't do exactly
what I did in your version of.
So this is simple, not easy.
This is building a house.
Every day is a brick.
One brick.
And Tony,
did you say twenty or thirty K per
month recurring?
So that means you have around two hundred
or.
I said annually or I should have said
annually.
For us, for our footprint, for our size,
we were usually and even still are
somewhere around twenty to thirty active
members, hundred dollars a month,
you know, so at a hundred.
Yeah.
For whatever that comes out to.
Okay.
Yeah.
All right, change topic real quick.
Are we on a slow advertisement day, Jimmy?
We're not paying the bills today?
No advertisers?
My apologies.
No,
I had a good one for this one.
Yeah, sorry.
This is brought to you.
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I can't believe you know what tiger balm
is.
I thought I was the only person.
Tiger balm is that stuff that's like,
what's wrong with you?
This, that works on it.
I have this, it works on that too.
Yeah, just rub it.
You just got to rub it harder.
Think about that.
That's so great.
Rubbing stuff does make it feel better.
Does it fix it?
Not really.
But your thing is like,
but you put it on and you rub
it.
How smart is that?
Be the thing that you have to pay
in between.
And you're like, it does feel better.
It's like, I know.
I just found out that BioFreeze is
available on TikTok shop.
Of course it is, right?
So now I need to go start getting
some BioFreeze back in the clinic.
We haven't used it in like twenty years
and start selling it.
It's crazy that Biofreeze is so big
because it's basically just like menthol,
right?
So this would be a great breakdown for
us.
Bengay, Tiger Balm.
There was another one that was really
popular, like in the consumer landscape.
What BioFreeze did differently was they
were only available in physical therapy,
chiropractic clinics.
They weren't selling direct to consumer
until recently.
And now they're on TikTok, which,
you know, I've never seen that before.
So like that would be a great business
analysis to see how they grew because
everybody in the eighties and nineties was
using BioFreeze.
I got it, it's on the list.
It's on the list.
All right, we'll do that.
I also have bad words in physical therapy.
We're gonna do an episode on words and
BioFreeze, Tegelbaum versus Ben Gay.
I can already see the thumbnail.
Now I'm starting to think like Tony told
me to think two years ago.
I was like thinking of the thumbnail,
but like bang, bang, bang.
All right, quick idea.
I sort of pitched this to you.
This is for people in the profession who
have CEU courses.
And I'm going to steal this strategy from
myself, not myself,
but the company that I used to work
with in radio.
So I want you to turn unused continuing
education.
This works with situations that are live.
They can be in person or virtually live,
but not, what's the word I'm looking for?
Like on demand.
You can't just record it.
That really wouldn't make any sense.
So the idea is CEU courses have perishable
inventory.
These are like tomatoes.
If you got a course on February first,
come February second,
if you didn't put a button seat,
you get nothing for it.
It's zero dollars.
You've got space for forty people.
And if you only sell thirty, like, dude,
you lost.
I want you to start thinking like you
lost ten.
I know you probably hit your breakeven
number, but what's the problem?
How do we sell unused inventory?
So here's what we did.
I'll tell you what we did in radio.
And then it's a I think it's a
logical flip.
So we did this thing called I think
it was like half off Wednesdays.
And this was around the time when Groupon
was a thing.
This is where we're like, hey,
what if we took the Lily of Thunder?
Tony owns a restaurant in town.
He doesn't make enough money to have an
advertising schedule on the radio station,
but he's a community partner.
He's a community restaurant and we want to
help.
He said, all right,
let's do an exchange of value that you'll
get something super high value.
Our audience gets something like a steal
and we get a little something, something.
So Tony gives me ten one hundred dollar
gift certificates from Tony's pasta place
or wherever his restaurant is.
Right.
You gave me a thousand dollars in value.
Now, you know,
it didn't cost you a thousand dollars.
Right.
Because you're giving you there's margin
there.
But you gave me a thousand dollars and
that has value.
Jimmy then talks about this for seven
days.
Hey, half off Wednesday's coming,
half off Wednesday at the radio station
website, seven a.m., and they're only ten.
Tony's is great.
I went there and I had the penne
vodka with chicken.
Tony's also nice.
He makes me do exercises in the back.
I don't really understand.
It's a PT clinic.
It's a restaurant.
No, I'm just kidding.
But I'm talking about you for a week
because my job is to get you to
focus on the one deal that's going to
happen on half off Wednesdays.
So you're getting a little zhuzh.
There's a link to your website.
People are going, hmm,
I'm going to jump on there.
Come half off Wednesday at seven a.m.,
my morning guy jumps on, rings the bell,
woo, woo, woo.
Half off Wednesdays, now online, Tony's,
Tony's, Tony's, you're getting juj.
My audience says,
I'm gonna get a hundred dollar gift
certificate for fifty dollars.
That has to be the math.
It needs to be big enough to be,
okay, yeah, that's, it's not ten percent,
it's not twenty-five percent,
it's not buy one get one free,
it's fifty.
The radio station is only making five
hundred dollars.
Correct.
and the audience is getting a steal,
and Tony got some zhuzh for a few
days.
We keep all that cash.
We sold those thousand dollars for five
hundred bucks.
Now, of course,
we're doing Tony's and Dave's and Sally's
restaurants.
We're doing a mix.
So it's supply and demand.
I love it.
So my thing is,
I'm sitting here the other day and I
was reminiscing about something and I was
like, oh, dude,
why am I not doing this with CEU
courses?
Adam Meekins is coming to Westchester,
New York.
This could be a fun day if you
want to go crash Adam Meekins' course.
He's doing a shoulder course in Yonkers in
April or May.
I'll get the date.
Well, no, it's just all about exercise,
right?
Because he doesn't like manual therapy.
So, like,
can I just watch it on a stream?
It's exercise and cursing.
He just drops F-bombs while you lift up
kettlebells.
But Ivan is the clinic owner in Yonkers
who's like essentially now a gambler.
He's like, okay,
I'm gonna pay Adam X amount.
Adam is paid to get him to fly
across the Atlantic to come.
So now Ivan who's in Yonkers is like,
okay, I know I've got to sell,
I don't know, fifteen seats to break even.
And then the sixteenth seat I make money.
In my brain, if you've got thirty seats,
I go, Ivan,
so here's where my pitch to you guys
is.
Shoot some holes in it,
see if this boat floats.
You can't do it from the beginning of
the course because then everyone's going
to wait.
Do you know what I mean?
You can't be like, Adam's coming.
And then so tickets are this,
but also you can wait for these.
So you got to wait.
So my thing is I would launch these
three weeks before, right?
We're crunch time.
And you know how many are left.
And you don't give me all of them.
If you have seven seats left,
I want like three or five.
And it's half off, same model.
I wouldn't call it a Groupon.
I wouldn't call it a discount.
I would call it like secret seats,
you know, scholarship seats,
side door seats,
something like that to make it feel like
it's a speed,
like you knew the code and because you
knew me, you got fifty percent off.
And then Ivan goes, all right,
I got ten to sell.
I gave you three.
Those are gone.
but I'm getting enough judge with the
right audience to hopefully go, Oh,
Adam Eakins is coming to, Oh, that's cool.
So even if you sell two of the
ones you wouldn't have,
you didn't really lose anything.
Tony will know this better than me,
but my understanding is that the practice
owner usually will get one or two or
three free seats and the practice owner
benefits by getting a,
a name or a person or a company
to do the kind of there.
So you would actually be doing business
with the person that's actually
conducting,
whether it's McKenzie or whoever is the
company,
the private practice owner gets a couple
of free seats for their staff therapist
and they host it.
They don't pay anything.
As far as I know,
the practice owner typically doesn't pay
anything.
It's the content company that you would be
speaking with that wants to fill the rest
of those seats.
There's a couple of models that,
but a person like Adam,
my guess is he's doing direct.
He's just like, who wants me to come?
And someone's like, okay, Adam, my,
my guess is Adam's just like,
I cost this.
Have a great day.
You sell this or you don't.
That's my guess.
But yes, to like a larger organization,
that's correct.
I would be talking to like the FMS
or whatever sort of company that would be
dealing with that.
I think like something like Adam,
Adam is the company that I'm just using.
Exactly.
Yeah.
Last chance continuing education.
So my first concern, which you addressed,
was, you know,
it's going to become the Bath and Body
Works effect.
Everybody waits for the twenty percent
discount.
Everybody calls.
Nobody will go unless it's a thirty
percent off coupon in the mail.
But what was interesting and I didn't
expect you to say this was you said,
OK, they give you two or three.
And they still have seven more with the
intent being, OK, boom,
you sell those two or three quick.
Everybody else after that has to pay the
higher price.
Right.
And really what you're doing is you're
just exchanging value and saying, hey,
I would normally pay Jimmy a thousand
bucks to promote this.
Instead,
I'm giving him a thousand bucks of value
with these tickets and these spots.
And he's going to sell those to get
his thousand bucks.
and i get the benefits of the ads
on the other side of that yeah uh
i mean i love it i think it's
awesome
just got to figure out how to do
it like i would need to like structure
the website to make the transaction right
i'm sure someone smart out there would
have i feel like a will boyd would
be like oh i just use this app
and then and i'm like i've got it
yeah i don't know that but with like
a will boy would be like super easy
done in five minutes um we did that
we did that for not just restaurants we
did a lot we started aiming it because
what this did in radio
our sales reps were like,
there's a certain revenue of business that
when we go below,
it doesn't make any sense for them to
buy ads.
Like we in good conscience can't really,
it's not gonna be worth the squeeze.
And so we offered this sort of like
exchange of value and said, all right,
now we're ending this together.
We have inventory too.
People like, radio doesn't have inventory.
Yes, we said, twelve minutes an hour,
when we only have eight minutes an hour
sold,
what are we doing with that other four
minutes?
you know what I started doing?
I started running to fake commercials,
fake funny commercials.
I would go into a booth with my
production director, Tom,
who was insanely creative with sound.
And I'm like,
let's make some commercials about how no
one listens to radio commercials.
So there's no way,
there's no reason that local person should
advertise.
So it'd be like,
no one listens to commercials.
except you,
you're listening to this commercial.
Oh my God, how'd that happen?
So I guess other people listen to
commercials and you should pay us to run
commercials.
So people come to your business.
Like we do like stupid,
like no one reads billboards on a
billboard is like,
so we'd run those things.
Cause I was like,
if we've got it on you,
Use it for something that will generate
attention or business three months from
now.
All right, I'll work on the names.
I'll beta test this.
I know Rebecca Griffith mentioned, I mean,
she does this.
She does PT and ED.
I'll start with people like that.
Should I start with people, individuals,
or should I go with a big company
first?
I think you've got to do the individual.
Yeah, because, I mean,
they're going to have more flexibility.
Yeah.
I think you're right.
Jimmy, are you still doing Gitmo?
Are you getting the message out?
Yeah.
So this would be a spoke on that
or you respectfully,
are you chasing things or is this a
spoke of that?
I think this is a thing that we
all,
this could be a PT Breakfast Club feature.
Because what we talk about here goes to
your YouTube, yours and mine.
So it could be like fun the show.
So we'll do it every Thursday,
half off Thursday,
once a month or once a week, right?
For whatever.
What I wouldn't wanna do is like do
it like three times.
Like that takes the scarcity out of it.
It's like on this day for this hour.
And when they're gone, they're gone.
Maybe this funds, you know, I mean,
sound effects aren't cheap, guys.
You know what I mean?
Like sound effects, you know, like,
you know, like these things are not cheap.
Let's pay the bills real quick.
You're still on mute.
There you go.
You're back.
I'm just thinking, like,
do we prove the concept?
Even if we just broke even or gave
the money to charity, whatever, you know,
we could fund the Foundation for Physical
Therapy Research,
which I'm still on their board.
Jimmy loves to give his money away to
nonprofits.
Well, I know.
Look,
I'm wearing Team Gleason's t-shirt today.
Expanding on this idea, though,
and I don't know that Dave would ever
want to do this,
but this goes back to a physical therapy
clinic that has extra space,
extra capacity on the schedule.
Why are they not doing something like
this, either internally?
They have their list.
They have their last-minute deals.
We used to do this with massage therapy.
You shoot out a list that morning.
to people who can't afford a full session,
but maybe they still want therapy,
they wanna be on your schedule and you
can deliver them those last minute
appointments that are open.
I could see a marketing company coming in
and developing the open table kind of
platform for physical therapy clinics that
just don't have a good system.
They don't have the infrastructure to fill
those last minute open spots.
Again, we used our wellness program,
our non-covered maintenance,
our memberships,
because if I had two or three people
in the clinic,
I could pop them into a reactivation
campaign and get them to fill an open
spot.
But if I don't have that,
This this is what you're doing.
You're identifying that capacity.
You're selling it at a discount.
But even the discounted rate brings value
because fifty percent of the revenue is
better than zero percent of the revenue.
Unless I have something more valuable to
do.
I think Dave has more valuable things to
do than book an appointment.
What about what about D three from SME?
products if you want to get attention for
a product let's say he had a thing
that's sitting on his shelf i would say
to david from sme or or joseph lowe
give me a give me a product that's
not moving
That's the thing that's rotting, right?
It's been sitting on my shelf.
Okay.
Hey, this is a hundred dollars.
You're going to get it for fifty.
Let's get it moving.
But now there's some attention behind
that.
So, yeah, you know,
you gave me a hundred dollars in stretch
straps or stroops.
I had stroops on a live stream.
I tried some live selling last week,
two weeks ago.
That was good.
That was good, by the way.
I didn't see that at all.
Let's talk about it in a second.
Finish.
Good, Jimmy, finish what you're saying.
You could do this for tangible products
too, which is like, hey, I've got,
you know, I've got five hyper ice,
you know, massage guns.
They're normally three hundred buck fifty.
Got to move now, though.
Just the attention alone, people going,
oh, did you see this?
And you can sort of track some of
that online traffic.
Although the funny part is you wouldn't
want a lot of people to know.
Because then they'd be out competing.
Oh, oh, I don't know anything about this.
What are you talking about?
I'm going to get this thing.
Yeah.
Oh, so the live selling.
Oh, I'm listening.
He's like, D three,
D three in the house.
So let me, let me break,
let me break this down real quick with
the stroops.
Right.
So I'm in the car ride going home
from JFK airport, back home to Brooklyn.
And Jimmy's got a live video playing and
it was different.
It was unique.
Right.
So I click into it.
And Jimmy knows this.
He's not so he's not gonna get offended.
The audio was horrible.
The guy obviously didn't have like proper
mics or whatever.
But they're in like a like a almost
like a crossfitty type of fitness forward
gym, whatever.
And and I see these like, orange bands.
There's no title on the video.
I have no idea where he is.
I have no idea who this guy is.
There was a woman and a guy.
But here's the thing.
I texted Jimmy or no, I commented.
Did I comment and say,
what did I comment?
I said, who is this?
Where is this?
What am I watching?
But I couldn't,
I didn't swipe out of the video.
So it was so raw and so different
or unique or genuine or whatever.
I wanted to give Jimmy feedback on it
now,
but I think you kind of understood it
then, which is basically like,
even though the audio was horrible and I
had no idea what state this was and
where we are, who this guy is,
what are we talking about?
I was watching, I was engaged,
and more of that will probably also be
engaging.
I, on purpose, prepared very little.
And I told Sean...
Very little.
I was like, give me one product.
And the product we were talking about was
the rack.
And I said, we're not selling this.
We are explaining who shouldn't buy it,
what's wrong if you do.
But it was the anti-sell sell.
And I, on purpose,
did not make any flashy intros or anything
on the screen.
All I did was bring a notebook and
said, what would I improve?
What would I take away or where I
would add?
And right off the bat, sound.
So he already bought mics.
He already bought the same Rode mic.
I was like, buy this.
Sounds gone for eighty nine dollars.
And then I said,
we need a camera or a laptop camera
fixed.
like a wide shot.
And then we need someone else besides you.
And he had another,
he had a fitness instructor as like our,
you know, hey, QVC.
I'm like,
you need a third person who's just camera.
You can't both be worrying about that.
And then, yeah,
like we have on the screen right now,
The breakfast club, this thing up here,
the business of healthcare served over
breakfast, that in his orange, what it is,
super quick frame.
So someone like Dave goes, hey,
what is like, hmm, this is weird.
Why do I like this?
But now I want to take one step
closer.
What is this?
Um, so that would solve that.
But if I had thought about it,
I didn't want to solve the problem.
I wanted to,
I wanted to live solve the problem.
Cause I was like, Sean, an hour,
even if we get nothing,
we've learned five things and we learned
more than five things.
Uh, then at the end,
here's why I know it was successful.
An hour later,
he sent me like six different texts.
Could we do this?
Could we do, I was like, now you're,
I've got the ball rolling.
So he makes, and he ideates designs.
makes all that stuff in his,
he has a fantasy factory in Utah.
He has a mechanical background,
mechanical design, engineering,
I don't even know.
He's like, he's a mad scientist,
but he decided to put his mad science
towards
exercise stuff.
And he was also an athlete.
And now he's been doing this for twenty
years.
He just designs all this stuff.
He sees what's in like dicks or whatever.
And he goes, yeah, I could do better.
And then he just hit it.
But then he goes, does it?
That's the difference between Sean and us.
It was like, oh, they should do this.
And he's like, OK.
And then he takes out the welding helmet
and doing whatever.
So live selling.
I saw another stat made me think of
you guys.
It was how many trillions of dollars it's
going to be worth in the next two
to three years.
It's a lot.
My cousin's a corrections officer,
dad of three.
And my other,
his sister came over the other day and
I'm like,
she's walking around with a phone and it
sounds like a live stream.
I go, what is that?
She goes, oh, it's my brother.
What's he doing?
Selling
baseball and football cards on whatnot.
And I'm like, you're kidding me.
We're just talking about this.
She goes, no,
he makes a couple hundred bucks a month
doing whatever, like an hour.
And it's a cool,
and the kids love it.
The kids are helping him.
The kids are like, oh, this one next.
The whole live stream is just like a
stand that he puts the cards on and
then talks about it for ten minutes until
the bid runs out.
And then, cha-ching, it's sold.
And he goes, all right, next card.
Oh, this is the Derek Jeter, you know,
ninety-six card.
Cha-ching, sold.
I'm like, wow.
so this is definitely a thing how we
use it i don't know yet but i
did get on that i was on that
live stream i think i was on facebook
yeah i was listening to you guys i
saw the the girl demonstrating a couple
things uh but i was in the middle
of patience and couldn't really like
unders i had no idea what you guys
were trying to do but now i get
it yep and we'll reframe that that
I think somebody had originally suggested,
well, just record it, just do it live,
but don't share it.
I was like, no,
it needs to have real adrenaline.
That'll burn the memory into your brain.
If it's safe, it doesn't work.
I don't know why someone who knows brains
better than me would know why real is
how you learn and fake is for some
reason not how we learn.
Oh, all right.
So we got fifteen, twelve minutes left.
This is a quick one.
I call it the value trap.
I put up a trick question on LinkedIn,
and I think I said it to you
guys, which is like, which is heavier,
a pound of feathers or a pound of
nails?
I asked, which is more valuable to a,
and I was specific, which is,
which has more value to a patient,
a sixty minute session or a thirty minute
session?
And seventy plus percent of my audience
that answered,
which are mostly physical therapists or
people in health care, said,
which one do you think they guessed?
Sixty or thirty, I guess.
Yeah.
to the patient.
And I was like,
did you answer for the patient or cause
you could build more units in the sixties
than you can in your thirties?
Nah, I see where your bias is.
Cause I would say if I changed PT
session to oil change,
which would you rather get?
I'd rather sit there for an hour and
get my oil changed.
When the answer is clearly,
is it the same level of service?
And if the answer is yes,
then the answer is thirty minutes and not
sixty minutes.
So everybody's bias was on full display.
It's a great question that you knew would
get engagement,
and people just can't help themselves.
I actually don't think I saw it,
and I didn't answer it.
But I have some – I smell you
being a shark in the water as a
trap.
I don't like this.
Well, because there's not enough for me,
there's not enough context, right?
So you could have you could have an
hour physical therapy visit at a place
where the therapist is treating five
patients at the same time, right?
But like,
then their heads spinning and their or the
in the aid,
or the tech is doing exercise with the
patient, whatever.
Or you could have a catch practice that's
one on one for thirty minutes.
So that's why they're there.
It depends on how many other patients are
being treated at the same time and all
that.
Do you want to hang out with your
accountant for two hours or fifteen
minutes?
Would you like to be in a dentist
chair for an hour?
If the outcome was the same,
you want to be in the dentist chair
for seven minutes.
You do the same thing in seven minutes.
Seven minute abs.
Seven minute abs, not eight minute abs,
seven minute abs is more valuable.
So how do we change?
So my task to you in the next
eleven minutes,
explain to me how we change an entire
profession's culture to think in outcomes
and not time.
I'm seeing it.
I'm seeing it right now.
I shared a comment the other day,
somebody,
I don't remember who exactly talked about
shorter sessions.
Is there, you know, clinical evidence?
Is this what's best?
Put, put reimbursement on the table.
I have seen more like pro shorter sessions
in the last three months than I've seen
in the last
It goes back to,
are you a therapist who needs to do
things to your person, your patient,
or are you more on the,
let me empower you, let me educate you,
let me show you what to do and
let you do it?
Yeah.
If the analogy I used was if you
had an oven that everything had to cook
for sixty minutes,
doesn't matter what you put in it.
You put a cake, you put a cupcake,
you put a piece of fish.
Everything has to cook for sixty minutes
like it is going to change what you
put in that oven.
But then we have microwaves.
So I think what Dave delivers is very
different than what I deliver.
Yeah.
Dave is delivering the experience.
He's delivering the time.
He's delivering, you know, something.
I am delivering the information.
The quicker you give me the information
that has the solution,
the quicker I can get out of here.
Paul chimes in.
He's already writing next week's
commercial.
And if you're not happy with seven minute
ads,
we'll send you the eighth minute for free.
Tony, off of what you just said before,
Tony's liking this more than Paul's
comment.
Thank you, Paul, for commenting live.
Tony,
we are selling the result based off of
whatever our clients say is important to
them, like whatever their goal is,
like to get back to walking again,
get back to walking in Central Park,
get back to running,
get back to whatever the thing they want
to get back to.
That's what we're selling.
Cause you're saying, you're saying my,
what I deliver is different.
What you deliver is different from you and
I, that's what we sell.
What do you sell?
Like, have we, have you communicated that?
Is it like the fun environment?
Is it the low cost?
Is it like, what, how do you,
how do you pitch what you sell?
Cause what we sell is like, Hey,
this is your North star.
We're going to be your guy.
We're going to hold your hand.
We're going to get you there.
And it's going to be this many weeks
or this many visits or whatever.
Okay, before I answer you,
let me ask you,
if you're selling the outcome,
which I totally understand,
are you doing like some sessions that are
twelve minutes, fifteen minutes?
Not that short, but.
OK,
so when I look at my clinic and
I look at the individual in front of
me, I'm doing the evaluation.
I'm trying to assess why is this person
here?
We have people and I'll use cases,
real cases.
Person comes in.
I've got two or three people on caseload
right now.
They need to do six physical therapy
visits.
We've had this conversation to qualify for
an MRI,
which they need to qualify for surgery.
It doesn't matter if that person's with me
for ten minutes or sixty minutes.
Those people,
the outcome they are seeking is the MRI
for the surgery.
Layer on top of that,
if they have United Healthcare,
which has a capitated day rate,
they pay me the same for a single
unit or four units,
it doesn't make a difference,
I'm probably gonna spend ten dedicated
minutes with that individual.
They might spend more time in the clinic,
but the idea is I understand why they're
here.
The outcome is the MRI and the surgery.
It's not to try and get better utilizing
physical therapy.
I will give them the best ten minutes
I can give them,
but ten minutes satisfies the goal,
and many times they are happy to leave
at the end of ten to fifteen minutes.
So in that case,
I'm giving them what they want.
Somebody else who has no socialization,
we have another patient,
The spouse passed away.
The second pet passed away.
They're left with themselves and one pet.
They went and watched the Pittsburgh game
at the twenty four hour anytime fitness
across the street because they don't get
that cable channel at home.
That person is coming for socialization.
They're staying forty minutes an hour.
They're paying the hundred dollars a
month.
They're you know, they're like.
So I would say I'm giving the outcome.
I'm selling the outcome just like you.
It's just I'm recognizing the way to
deliver the outcome in different ways.
Yeah.
Paul saying sell the journey,
not the destination.
It works for Tony's practice and Dave's
practice.
I will say before I let Dave go,
this is there is a caveat to right,
which is neuro PT.
Like I'm understanding there where
repetition might be better.
So that's different.
Don't come at me.
Neuro PTs.
I love you.
i i'm pretty sure that i disagree with
what paul just said okay i i don't
i don't want to sell the journey i
am so i just said i am selling
the destination i am selling the thing
that they said
The client said,
this is really important for me to get
back to, which is getting back to museums,
theater, traveling, golf,
whatever the thing is.
The journey,
it needs to be pleasant and fun and
all that.
But the journey in our, what we do,
The journey is work.
It's effort.
It's showing up for visits.
It's doing some of your home exercise
program.
That's effort.
And if I sell the effort, it's like,
oh, that's like a lot of work.
And I'm not sure if that's going to
be worth three hundred fifty dollars out
of pocket per visit or maybe even going
through insurance or whatever.
So I maybe maybe Paul is I just
I'm not understanding what he means by
that.
But like we are selling the destination.
We're going to get someone back to
whatever they want to do.
And if we,
and Al Tramosi talks about this, he says,
sell Maui.
You don't sell the plane flight.
You don't sell that you got to pack
a big suitcase and you got to drive
to the airport in traffic.
And then you're sitting next to someone
who's coughing or they have COVID or
whatever.
That's the journey.
Like that's,
that's the trip you want to sell to
the destination,
which is like the end result in my
opinion.
Yep.
Yeah.
My point was value.
Go ahead.
I was just going to say,
so I think on some level, Dave, though,
your people have to be buying and wanting
both.
You know,
like Paul and I kind of are saying
the same thing.
And the idea that, yeah,
I could tell somebody you're going to be
able to hike and climb mountains.
Awesome.
But it's going to take a decade of
hard work in the gym.
If they don't embrace and love and
appreciate the hard work in the gym,
they're not gonna want the destination
with the vehicle to get them there.
So with Hermosi's example,
going through TSA and booking the flight
and dealing with the lines and all that
stuff,
there's still some enjoyment in that
process because they could have driven,
they could have taken a boat,
they could have taken a train,
they could have ridden a bike,
they could have found other modes of
transport,
but that is either the less offensive way
to get there or they embrace the journey.
And so what I would say,
if somebody wants to get in shape,
get fit, lose weight,
they have to enjoy the journey.
And I have to realistically tell them,
Hey, this is not going to be easy.
You know?
I agree with all of you guys,
but when you're pitch,
when you're in your pitch,
you're not talking about your low
lighting, the effort and the journey,
in my opinion,
and you're highlighting the North Star of
where you want to get back to now
along the way.
And then we have to do the accountability,
which is all the visits like Paul's
talking about, which is the journey,
which yes, is still valuable.
And yes,
they have to be bought into it.
So I agree with you guys on that.
Yeah.
Yeah, let's wrap it up.
Party shots.
Dave, go ahead, because I'm blank.
Well, we talked about a bunch of things.
I think that the Con Ed thing for
Jimmy,
I think that's still maybe a work in
progress.
I do think that could be something that
we would do here.
And I think that I'm not sure what
type of sizing of Con Ed we could
do potentially for that to have some type
of almost like a pseudo advertiser,
you know,
get some income in to pay for the
all of the chat gpt advertisements or
whatever else that we're using my hair
product is not zero dollars i mean this
does not i don't just roll out of
bed and get this i have to splash
water on this absolutely right so um but
other than that um just riffing on the
difference between like out of pocket and
insurance and
different type of customers and different
type of therapists and buying into
different cultures and environments of
your clinic.
We just covered a bunch of different
topics, but that's it for me.
Yeah,
I just think that when we look at
the hidden value, obviously,
like if you have a physical space,
you have a location,
those those minutes in the clinic are
valuable, valuable to you,
the clinic owner,
but just as valuable to the client.
And to drop a couple tens of thousands
of dollars a year just by letting a
couple people come in.
I think that's an untapped market.
Yep.
Agreed.
I would say you don't get paid for
the time you put in.
You get paid for the value you bring.
If you can bring value in seven-minute
abs,
it's one-eighth better than eight-minute
abs.
What is the movie?
Real quick, what is the movie where –
half baked Jim Brewer, Dave Chappelle,
John Stewart is in it.
Like it is a comedian hit list.
And it came out when I was in
college.
I wasn't really, I wasn't a weed guy,
but it was just a,
a lampooning of like weed culture back
then, which was awesome.
So it was Chappelle, Jim Brewer,
Harlan Williams, like a hit John Stewart,
a hit list of comedians.
Like
Dave Chappelle was one of the greatest
lines that I probably shouldn't.
No, it wasn't Dave Chappelle.
It was a different comedian.
I can't remember his name.
Had some of the greatest lines on the
planet.
Great, great movie.
Great movie.
All right.
So you don't get paid for the time
you put in.
You get paid for the value.
Stop marketing the hour and start selling.
That's it.
We're out.
Boys, what the hell are you doing?
Follow Tony Maritano on YouTube at Total
Therapy Solution.
Find Dave Kittle at
conciergepainrelief.com and on YouTube at
The Dave Kittle Show.
And follow Jimmy McKay at PT Podcasts on
YouTube, the socials,
and wherever you binge podcasts you
pretend are for CEUs.
And hey, just a reminder,
none of this was for advice.
This was for entertainment only.
Our lawyers say that counts.
Thanks, Keith.