The Knicks are one and O.
I know you're a big basketball.
Are you a big basketball fan?
Are you a basketball fan at all?
I'm not.
My wife is.
My wife is the sports fanatic of the
family.
She follows baseball, basketball,
football.
I just kind of sit there and watch
her watch it.
I don't really care about basketball,
but the fact that the Knicks are actually
doing something makes me a little bit
interested.
So I had a beer league hockey game
last night.
Watch the Knicks.
Now we're going to bring several things
together.
So Dave's not here yet for some reason.
But Dave was asking.
Or in the group chat,
why I shared the video of the hyper
ice knee brace on the sidelines.
So Jalen Brunson.
Nick star player has a little tweak mid
game.
And of course they're doing the,
Oh my gosh, is he going to play?
Is he out?
And they're doing the sideline zoom in.
And I mean,
how's this for product placement, right?
If you're hyper ice,
I believe when I talked to someone from
my price, like they're in,
they're in the training room of all the
NBA,
like it'd be harder to find an NBA
or a professional sports team where the
hyper ice gear isn't there.
But then the clip was, this is great.
Like they're doing this,
they're doing the closeup,
the trainer or physical therapist is there
wrapping its knee with it.
They've of course got the products logoed
up nicely.
And it's such a standout logo,
very simple, black material, white logo.
And I don't know,
I spotted it from a hundred miles away
on my couch that I was like, whoa,
whoa.
Like I was almost that meme of Leonardo
DiCaprio, like point on the TV, whoa,
whoa, whoa, whoa, whoa, whoa.
And it just made me think like, hey,
point four seconds of sideline time on the
Knicks star player's knee.
Ain't it ain't a bad place to be
right.
Like you'd you'd you'd pay for that.
You'd pay for that.
Then they'd go do it and it would
feel inauthentic.
Yeah.
Hundred percent did not feel that felt
authentic.
And it was two point six seconds.
I thought it was great.
Yeah.
And that goes to, you know,
like you said,
you pay for a thirty second spot where
everybody's guard is up.
Sports are probably the last frontier
where if you're watching sports live,
which most do,
you have to deal with the commercials.
You can't just fast forward or skip the
commercial.
Most people are going to go get food
or go to the bathroom or do something.
So you're still going to miss that huge
part of the audience.
I was watching your Amazon Live for
Hyperice this morning.
And the most striking thing to me about
it was the authenticity.
The fact that you weren't like, hey,
I'm Jimmy McKay and come buy this.
And this is the best.
And the product's amazing.
Like you just talked, you know,
you were talking to me.
Now, I will say one constructive critique.
Look at where your eyes are.
Your eyes aren't looking at me.
That's unique,
because I am looking at the camera,
because this forced me to shoot on my
phone.
I don't know what the deal is,
but you look like you're looking at
yourself in the phone,
not the camera of the phone.
And so, yeah, I don't know.
That was just a little thing that caught
my attention, but...
genuinely like it was a comfortable video
to watch.
I didn't feel oversold.
You were going through the product.
It was a good live video.
So let's walk through how this happened.
Eric from Hyperice was nice enough to send
me like pretty much one of everything that
Hyperice offers.
And we had had several discussions about
this idea of live selling.
And just for context, again, live selling
It was such a simple thing,
except the missing link has been missing
for a while, which is,
if I'm watching a video of something,
if I'm watching a live stream,
how many clicks do I have to do?
Do I have to leave the live stream?
As dumb as it seems,
that was the problem.
I have to leave the live stream to
go buy something.
So now platforms are either coming online,
like a platform like Whatnot,
or on the TikTok shop,
is saying,
why not just put a buy now button?
Like honestly, like the buy now button,
like I'm not a coder,
I don't know how to code things.
This does not seem like putting someone on
the moon,
but now this is like organizations are
seeing like, this is a powerful weapon.
I'm sure organizations like Instagram or
YouTube are thinking,
if I can take two percent of every
transaction that happens on my platform,
that's not a small revenue stream,
that's gonna be a large revenue stream.
So the issue now is, can you,
Can you produce videos like the one you
were just talking about, like this one?
But now the funny part is if you
watch my video and you scroll down,
there's sixty nine of them now, of course.
There's a million for the Hyperice product
that I'm talking about or other ones,
other DocOff ones.
So now you're competing with this sea of
other people.
So I appreciate that you watched it.
I'm going to do more of these.
my goal and all right so let me
walk you through how i got to this
so this was hypervolt three just released
what you need to know from a physical
therapist fine with the other products i
decided being a physical therapist is fine
but it can't be the lead it can't
be the reads and you're tuning in i
don't think that's the reason so i'm
aiming at a niche within a niche with
a niche so all the videos that i
shot and the ones that i'll do in
the next couple of weeks will be
Over forty beer league hockey players,
how to prepare for a game or your
week and how to recover from it.
So it's like you're aiming at dudes over
forty who play, you know,
rec league hockey.
Yep.
So when you see some other videos that
I've done,
I'm talking to my audience is the bros
around the locker room who like can play
hockey and play well,
but they know nothing about the human
body.
right and they're like just tell me what
to do what should i do not everything
in my live stream i want it to
be a product placement either like i want
to show like lacrosse ball stuff or
mobilizations and then yes because i in
fact do sit on my couch and have
a bourbon and wear the the the most
used piece of equipment that hyperice sent
me are the shorts
They have these sort of shorts that go
over the hips.
It makes me look like I'm wearing the
biggest adult diaper on the planet,
but I got to tell you,
Feels good?
It feels fantastic.
Well,
that's where all the work happens in a
hockey player.
Low back is an issue,
but it's your hips, it's your glutes,
it's your glute med,
it's everything around the hips.
People have come over while I'm wearing
them and they're like,
what are you wearing?
I look ridiculous, but it feels fantastic.
It's got a cycle that runs for fifteen
to twenty minutes.
I usually go through two cycles before I
actually am done.
That and the Norma Tech leg,
the boots are fantastic.
But I wanted to aim at a niche,
and I wanted your thoughts on that
strategy because I think mobility and
recovery on Amazon Live,
no one's going to look.
I don't know.
That's going to be harder, I think.
So I'm aiming for the dude who's like,
ow, my hips hurt.
I'm a hockey player.
I don't know.
Dave,
what do you think in terms of the
algorithm?
Well, so I'm coming on here late,
missed a couple of minutes.
You guys are talking about what?
The Amazon Live product placement videos?
Yeah, the Amazon Live.
Tony had found one that I did where
I was talking about the new Hypervolt gun.
I'm going to do a bunch on all
the different products.
That's fine right here.
Bottle my dirty sock there.
That's nice.
Use your no-no zone.
can you go on it's real man it's
real it is real yeah i didn't sweep
that day but the idea is the first
couple videos i did i was like here's
how you mobilize and here's how you
recovery and i was like that feels too
generic so i like like dave might say
like your micro niche might be like adult
baseball players over over thirty or over
forty and then how do you prepare for
a game
or how do you recover from like a
double header?
And then you go,
then you do a ten minute live stream
and maybe some of the products or some
of the things you're showing is a product
and some of it's just like good old
fashioned physical therapy suggestions.
So I'll be the negative Nancy here.
I sent you guys the screenshot the other
day of what was it?
Something like how to make your first
million or whatever.
And it was like the probability breakdown.
And number one was like, like, you know,
like, you know, like, you know, like,
you know, like, you know, like, you know,
like, you know,
millionaires are business owners,
whatever.
And then I joked because Tony and his
family play a lot of poker and somewhere
around one percent or point four percent
was like people who become millionaires
through poker.
And I said, there's a chance.
There's a chance.
And it was real estate, stocks,
investments, inheritance,
all this stuff about where people get
their money.
And I know we're still early,
but it's been around long enough.
Content creating,
content creation has been around long
enough.
So I want to ask Jimmy,
what's the whole point of this?
Because it wasn't on that list on how
to get wealthy, how to make money.
Number one was business owner,
practice owner, business owner,
whatever you want to call it.
But what is the point of the Amazon
lives?
How does that put money in your bank
account or attract more deals for PD
Pinecast or whatever?
Yeah, here we go.
Here's the first thing.
I got one free item that every item
that Hyperice makes.
So I was in it because I'm honestly
interested in their products whenever I
sit down with Eric at a conference.
The funny part is you agree with the
graphic that you shared,
which is roads to a million dollars and
the probability that those people will be
a millionaire, stockbroker, real estate,
business owner.
This entire list, no notes,
except all of them are content creators
now as well.
Do you know what I mean?
Like Ryan Serhan,
every poker player has an Instagram page.
No, no.
He does not make all of his money
from content creating.
We didn't say all of his money.
But the people who are successful in all
of these things?
He's not making, in my opinion,
just like Gary Vee is monetizing on the
deals that he does with
you know, Gillette or whatever,
like the way that he his company
VaynerMedia helps Johnson and Johnson or
one of these big companies,
he's got multimillion dollar deals,
all the stuff that he does when he
posts like seventy times a day.
I don't think he's not monetizing that
minimal monetization.
Ryan Serhant,
he's using that to drive traffic and drive
eyeballs and to drive authority.
But no, I do not believe in Tony.
Please correct me if I'm wrong,
but if the CPMs are so low,
So no relationship that he's created has
ever led to a deal.
I know who he is,
and I've never tried to buy real estate
in New York City.
I think you guys are splitting hairs a
little bit.
I think Dave is saying the ad revenue
doesn't make the money.
And I think Jimmy agrees.
Yeah.
When it says business owner,
like I would go back to what's the
business?
The business is content creation.
The business is, you know, media.
So it's a little bit of both.
But I totally get what Dave's saying.
I don't think that – where did this
list come from?
What's the source of this list?
I don't have a source.
A content creator?
Yeah.
But I didn't have to pay the content
creator to share with you guys.
But the content creator got paid by
Facebook for posting it and getting- Yeah,
yeah.
A one-fifteenth of a penny.
you can you can make decent money if
that's the thing that you put into it
for for me the purpose of doing the
live stream is i want to i want
to like do what tony does which is
like okay garyvee's over here barking at
live selling is the new nfts probably not
a good example but live streaming is the
new you know anything um or live selling
is to do anything is it
I don't know,
because all you need is a phone and
an account,
except now you're competing against ten
thousand other people who who think all I
need is a phone and an account.
Can you garner enough attention?
So Amazon will pay me a percentage if
people watch the video and click it.
And I've gotten clicks and I've gotten a
few buys.
But the question is, to Dave's point,
is the juice worth the squeeze?
it is what is the point for me
it wasn't necessarily the money although
i'll take it it really was like let's
test out this concept because everybody's
barking except i keep looking around and
saying who's doing it we have had those
examples of people in asia like and again
whatever happens in the asian market
typically you know eight months to fifteen
months later hits the united states and
it's the next big thing there people rent
out like eight by ten stalls and all
they do is
they have a live stream and over and
over and over that just new product new
product new product and things are selling
off the off the hook so i'm just
this is a culture change question are we
now going to go to an online in
your hand version of qvc
is that going to happen i remember back
in the day my aunt my grandmother and
my mom new york oklahoma and florida
sitting there watching tv on the phone
together and oh should we get that for
aunt bessie let's get it in blue hang
up i'll hang up i'll order three are
we going to be doing that because that's
not a thing we do right now in
terms of like live shopping and that's
where the money is so i don't i
don't know
but I don't, it seems so simple.
Let's just take that quick example.
QVC, Home Shopping Network,
legendary businesses,
ingrained business models.
So the QVC,
they have like the headquarters and they
have a whole bunch of,
it's almost like Walmart.
They have all these people that want to
come and get in front of their audience,
right?
So QVC, they have the media, the audience,
they have the reach,
they have the formula of like,
we only have fourteen left in stock.
And of course,
they got they have five thousand left in
stock.
And they're like, you know, call now.
We got, you know,
thirty seconds left and oh, my gosh,
we're almost out of stock and whatever.
And then they have people call in that
whole model of like the
The real-time testimonials,
the whole model is legendary.
So you could own the QVC thing,
which obviously there's a small number of
businesses that actually own that, right?
Like in terms of, there's not like,
There's not ten QVCs or fifty or whatever.
So they have leverage.
The people that have the new products,
the new shirt, the new hat,
the new hockey gear, whatever it is,
they have some leverage because they're
bringing a unique product.
They're going to move a bunch of products
because they're getting in front of this
audience.
My thing about this content creator is
like the content creator steps into that
limelight without either co-owning the QVC
or not co-owning the products that they're
actually moving.
So for them to be like, hey,
I'm going to like you're going to send
me free stuff and I'm going to like
dance around and like I'm going to be
like trying on new stuff and get ready
with me today.
I'm going to put new makeup on and
all that like they're at the bottom of
the food pyramid.
They have no leverage.
unless you have unless you garner a big
enough audience like an i show speed or
uh mark what's the guy who does all
the tech reviews mark marquez brown
marquez brownlee brownlee like those are
the kinds of people who are like you
can go to qvc and pay them lots
you know whatever percentage you come to
me in one video from me he did
one video about a product and like tanked
the company's stock price because he
trashed their review.
We're talking about huge, huge audiences,
but we are also talking about
micro-influencers.
One of the things I was going to
bring up is one of the Facebook groups
in physical therapy that I belong to,
people are constantly trying to network
with people in the group.
And my question is,
does any of that for knowledge that can
help you?
But a lot of those things like I'm
like,
do you do any of this networking in
your geographic area?
Do you put a tenth of the effort
into meeting people and building
relationships in the places around you?
And there's a few people who do it
well that we know that we've talked about
on the show before who have used a
podcast and said,
I don't care if I get five views
on this.
i'm hanging out with a doctor for an
hour and he knows me now he knows
the name of my kids and now that
could be a potential referral source so
the question is micro niches so like in
technology marquez or i show speed is more
of a just general personality that's
harder to do but if you're the peak
like a kelly stirrett could do this in
a heartbeat don't you think because he's
got a big enough audience if he just
started doing what i mean he makes and
makes and sells his own products
And he's got the back end courses or
the do it yourself rehab,
whatever he calls it,
that he can monetize.
He's got the book that leads to that.
Right.
I mean,
he's not he's not going to make a
ton of a ton of money.
I mean, the book was in Tim Ferriss.
His supple leopard book,
Kelly's book was in noted in Tim Ferriss,
one of the four hour work week or
the one after that or whatever.
So.
that you're not going to become crazy
wealthy from that,
even though he sold a ton of copies,
but he can monetize the back end with
the offers of who he is and the
do it yourself rehab and all that.
So that makes a ton of sense.
So Kelly,
keep like you could be like the content
creator on the front end,
knowing that you have a monetization on
the back end.
Like, same thing for me, right?
I put up the Dave Kittle show.
I make basically no money from it.
because i want practice owners to reach
out to me which they do right uh
looking to sell their practice and
typically oftentimes i'm like the first
one sometimes that they reach out to that
they tell before they talk to a broker
before they get an advisor or whatever so
that's the point like that's so even
monetizing that so even one deal if it
ever comes through your youtube channel
will pay for all of the hours so
you're doing the work first and trying to
get paid later by the way uh
Larry Benz wants to hang.
I pitched him to you and he said,
sounds great.
He's got a book coming out.
The funny thing about Larry Benz, too,
is he gives all the money to actually
the Foundation for PT Research.
So he gives all the proceeds from the
book.
He just gives it.
But I said, hey,
you got to talk to this guy,
Dave Kittle.
He said, no problem.
I cannot wait till I get to the
point of having so much money that I
give it away to the physical therapy
research groups.
God bless.
Wait, wait, wait.
No, no.
It doesn't work like that.
When you have money,
you steal it from everybody else.
You don't contribute anything good to
society or value.
It's all about taking as much as you
can.
really quick jimmy a couple minutes ago
mentioned facebook groups and i just want
to let you guys know here that i
was the one that uh commented the
anonymous response comment no it wasn't
really that that was me that was me
that is funny yeah so if if you're
new or you're you know regular you
understand that like the anonymous
sponsors the anonymous response on
facebook the ability to respond
anonymously and not put your name behind
what you're saying
has now become the scourge.
At first, I didn't mind it.
I guess there's a limited opportunity.
If you're asking a question and you know
your boss is in the group and it
could hurt you or get you fired or
get the ire of your boss, okay.
But,
ninety-nine point nine percent of the
time, that just isn't it,
except it's used thirty percent of the
time now.
we're talking about content creation,
here's how we can loop it together.
When you post anonymously or comment
anonymously, you're anti-content creation,
you're anti-user generated content,
you're anti-collaboration.
Yes and no.
So Tony and I will call,
Tony and I used to call out posts
and now Tony calls out posts too.
He'll tag me in a comment and be
like,
cause someone will go into a group and
be like, hey,
I'm a practice owner anonymously.
are you also frustrated with your revenue
cycle management i'm curious what others
using and the goal is then maybe someone
else comments maybe they have a co-worker
comment i use abc revenue cycle management
and i love them and i gotta be
honest
i think our batting average for spotting
the like bait and switch is pretty damn
good and i have no problem calling that
no problem and i have no problem calling
out the ai comments because i was reading
that someone was predicting let's say
let's say you're sharing on linkedin
and you're getting a lot of engagement,
you're getting a lot of comments,
but a lot of them are AI.
The platform, meaning LinkedIn,
will start to throttle the reach,
to reduce the reach of your post.
So it might've been good enough, the post,
to get some reactions.
The AI bots are like,
let's jump onto this one, this one's good.
Now LinkedIn will actually tear yours down
a little bit, because it's like,
we don't want to spread the hate.
So I have,
there's one or two people that I know
that I follow, or sorry, that follow me,
that I'm like,
I have no problem being like, hey,
I'm just curious.
And I sort of do it sly.
I'm sort of curious,
what app are you using to respond and
automate your AI commenting?
And the guy, one of them responded like,
why are you asking me that?
Not a no, which is a complete,
it was a complete admission of that's what
he was doing.
As soon as he said it,
he wouldn't answer what app he was doing.
So I have no problem blocking those people
because I don't need that.
I don't need it.
It's not going to help.
Another another sidebar is remember the
the post that I just did a week
or so ago on LinkedIn about the anonymous
pay stubs,
like the anonymous gusto payroll pay stub
that I did.
You posted like a screenshot of it.
Receipts.
Yeah.
The actual receipts.
I don't know why I was just thought
about it yesterday.
I decided to put some money behind that
post like like that.
And then I edited the bottom and I
was like, hey, our therapists earn this.
And if this sounds of interest to you,
feel free to reach out.
So I added like a little call to
action at the bottom, but I'm boosting it.
I'm going to be spending nothing crazy,
like two hundred bucks because the goal is
to get five days.
Exactly.
So I have a new therapist, Ethan,
starting on Monday,
but he's bringing a Rolodex and a great
network and relationships.
He's going to get busy fairly quickly,
probably within a month or so.
So I was thinking of this.
So six months ago, we would have said,
Dave,
you got to shoot some content for your
new therapist, right?
Yeah.
you gotta like plot it out and you
gotta schedule it you gotta figure out
what kind of content i don't think you
should anymore i think it's it's worth
it's worth it to you to just hire
a content creator and say your job is
to not only shoot and edit your job
is to say here's ethan here's whatever you
meet with us here's what i want everybody
to know about ethan here's the vibe of
the practice you get eight hours with
ethan every month
what are you gonna do?
And it's on them now to say,
now you own the,
they're not now a subcontractor where they
do what you say.
I feel like a good,
content creator or content creation
companies like now you can say i can
find five of you make give me your
best pitch what's it going to look like
and now your spend is directly you can
draw a line between what you're spending
what you're seeing what works well what
doesn't and if you can track it well
enough you can see which content is
leading to
hires or clients if if at all but
i don't want dave spending the time doing
that dave has the meeting and goes what's
your pitch i want to i want to
build a persona around each one of my
therapists maybe not and concierge pain
relief but i'd almost treat that like
another
character in your ongoing movie,
I would focus on therapists.
And I don't know,
if I were a therapist working for you
and I saw the boss making me the
star a day in the life every month,
OK, Ethan, second Tuesday of the month,
this
person's gonna follow you around with a
camera.
You meet with them, they watch you,
you collaborate.
What kind of content,
when they have the plan,
you do what they say,
and then we share it and we see
what happens.
You're growing their brand too.
Absolutely.
And speaking of that perfect setup, Dr.
Ethan Berger,
my new therapist that's starting on
Monday, June eighth.
I just put here in the private chat,
his new Instagram.
He made his own concierge pain relief
Instagram account.
Smart.
It's got one.
It's got one post.
We're starting to get followers.
I just put it in the private chat.
All right, I'll go follow it.
Here in StreamYard, thank you.
Because now I want to follow along.
There was, and I'll find it.
There's a coffee shop,
I think in Brooklyn.
And the whole deal is they make like
mini vignettes.
It's almost like two and a half minute
scenes from a intriguing Seinfeld.
You know what I mean?
Like you could take a Seinfeld scene and
make stand it on its own.
It's like, it's funny.
It's weird.
You understand the characters.
They are seeing like six figure views on
these little vignettes they're creating
and they just sell coffee,
but they understand now they're going to
start to be the
levain bakery they're going to be a
destination when you come to new york you
gotta go to the coffee shop i want
to buy the t-shirt if you're close you're
going to go to the coffee shop if
you like them but now it's a destination
um i will i'll take a follow on
that yeah i'll
I had a,
I had a quick question for Dave.
What did your therapist think?
Or did you discuss using his image,
his photo when you had the salary ranges?
Cause so many therapists are freaked out
about how much they make, what your, what,
you know,
who knows what they make and you just
plastered his face with a hundred plus
thousand dollars a year.
What did he think about that?
No issues.
And did you run it by him first
and say, hey, I want to do this.
I want to use your picture.
yes but also some of the headshots that
i've posted one is with a from a
therapist that i know is he's been with
he's been with me on and off for
like four years so that like and so
he was fine with it because he's also
previously had his own practice left me
had his own practice shut his practice
down it back with us in law school
so he's totally fine with it too i
have another one that's coming out that
looks like i think it looks like a
real person but i used a bunch of
headshots in i don't know gemini or chat
gpt or something
Uh,
and one of the headshots is like an
AI, like it's artificial.
Like it's like a not,
it's not one of our team members.
I don't know if that's good or bad.
Probably, probably not great.
But, um, that would also in the future,
Tony remove the need for me to like
have to check with everyone and like make
sure it's cool or whatever.
It doesn't say that therapist specific
income.
Like you said, it's the range.
And obviously I'm showing the high end of
the range.
Like if you're really, you know,
if you're doing twenty five to thirty five
visits a week, uh,
which is, you know,
it's like a little challenging,
quite challenging or could be challenging.
And obviously it depends on like the ebbs
and flows of the business and seasonality
and all that.
But yeah, he's okay with it.
I have a question for both of you
guys.
It's starting to warm up.
It's June fourth.
Do you do anything different as practice
owners as you head into the summer?
Does that change anything?
How does the summer change things for you,
if at all,
in terms of preparing for people to not
want to be really motivated to come in
or being on vacation?
Or does it not change things?
Does weather or seasonality change things
for a PT practice?
Do you want to start, Tony?
Yeah, I'll chime in.
In Florida,
there were massive changes because we
would see, you know,
thirty percent of our visits in the summer
months.
Everybody returned to the northeast.
And so what we were doing was we
were rearranging staffing.
we were encouraging our staff to go pick
up prn work to go do in-home therapy
to do other things to manage payroll but
then we wanted them to still be part
of the team for when the season started
kind of january through march and we were
going to triple our volume
outside of that or looking here in ohio
things are stable it makes no difference i
looked at our schedule today we have about
forty visits on the schedule for today um
you know i'm gonna pull my wife back
into the clinic away from the front desk
so that she can help us with the
overflow but we don't have huge seasonal
swings in ohio like we did in florida
what about new york so in general the
last
week or two,
the last two weeks of August or even
August in general is pretty challenging or
like a low time,
almost as comparable to like the last week
or two of December.
Seasonality wise,
we have people that are snowbirds that
live here,
then they go to Florida to snowbird around
Thanksgiving or around Christmas until
about this time,
until about the start of the,
summer.
So like some, but then,
but then there's others that are like
forty, fifty,
sixty year olds that are the inverse.
They're here in New York in the winter
and then in the summer they go to
the Hamptons.
Right.
So like I have a,
I have a client that, um,
she's about to be,
she's about to give birth anyway.
Um,
But then they're going to be in the
Hamptons for the whole summer.
So we there's like a couple of different
contingents.
Like there's some people that are here in
the summer in New York.
And then I'm sorry,
they're here in the yeah,
they're here in the summer.
And then when it's really cold,
they're like in Florida,
like they're in warmer weather.
Usually that's someone who's like sixty,
seventy plus.
The middle aged folks oftentimes are going
to be.
in the Hamptons or some Long Island,
Fire Island,
whatever it might be for the summer.
But then there is always because again,
this is New York.
There's always there's millions of people
here.
So then there's other people that are just
here twelve months out of the year.
And those are the people that we need
to get in front of.
And if we're not doing a good job
at that,
then we need to change what's going on.
We need to tweak ads or do it
if I have my my new
postcard that went out and I'm getting new
people scanning it.
And I have Dr.
Ethan Berger on that new postcard.
So we are always testing new things.
Instagram helps obviously,
and just always testing different methods.
But in general,
those are kind of like the seasonality and
like the low in August and the low
at the end of the year.
Hey, real quick.
So did your postcards go out and any
early feedback on them?
so we made some actually i'll hold this
up so one thing is i'm going to
cover my address but um this second round
of postcards i put dr ethan berger on
it listen to how aggressive this is guys
he's not even working for me yet how
many practice owners do you know tony are
going to advertise that staff physical
therapist on a on a two thousand dollar
uh
campaign and the therapist isn't even
working for him when does he start on
monday on june i would do it because
i know my patients don't care who the
therapist is and i could put adam smith
on there and it wouldn't make a difference
but no i don't think most concierge
high-end providers are going to be
marketing someone who hasn't signed the
contract yet
he's got he's got everything signed so
we're locked and loaded so i was like
let's go um we did some updates on
this if you want to just go through
really quick uh design wise we got the
the main uh the the value stack so
we got here's everything you get we got
june's joint relief like all the all of
this is pulled from you know alex hormozy
i i want to change the headline so
the headline right now is pain stiffness
or balance issues question mark but i want
to capture
be a little bit more specific,
like something around like pain or
balance,
taking away your freedom or something like
that.
Still a question.
We have the urgency here,
limited time offer.
There is an expiration on it,
but here's the value stack.
Here's everything you get.
You get these four different things at
these dollar amounts and that value stack
here to two thousand two hundred dollars,
two thousand two hundred seventy three
dollars.
But you get all this for one payment,
just one payment of one hundred seventy
five dollars,
which is like half of our three fifty
rate.
So that's where we got that.
And then on the back is the
QR code with the unique scan.
So every, every time someone scans that,
it's no different.
That's a huge win.
I get, I get an email.
So I'm also what I,
it's just a little extra work for me.
But when someone scans that,
that I just have their street address,
I have their name, which is almost,
it's almost like borderline.
I don't know, like gray hat,
black hat or whatever.
Like in terms of like the,
we knew this person,
action just took place in their home and
they have no idea so like the next
thing for these people that scan it i
would i would have i would get like
you know james mckay and like the street
address and that's it that's all i get
so i'm gonna send separate handwritten
thank you card like the handwritten three
by fives handwritten notes and i'm trying
to think like what would i put in
that to make it not look not not
confirm
That I know that you scan this,
but something like, hey, you know,
it's something different.
It would have to be something different
than mail or something more personal.
Like, like, hey, we have a client nearby.
Is there anyone that you know that might,
you know,
want to invest in their health and
wellness or something like that?
So you're saying.
let's say you send out a thousand cards
and you get a hundred scans,
but they haven't booked.
Now, you know, who scanned,
what are you going to send to those
hundred?
Yes.
I don't know before.
I wish, I wish,
I wish it were that many.
It's, it's a handful.
Right, right.
So I would look at who does this
professionally already in a different
industry,
which is if I go online to buy
something and I leave something in my cart
and
And I remember the first time this ever
happened, I was like, how did they know?
Of course, how did they know?
I'm on their website.
I would use like,
did you forget to book?
Is there anything I can help you?
Like, I'm trying to think of like,
if you had that person.
Did you forget to book?
I think that's on the aggressive side,
but I like it.
or or you know we've got openings in
your neighborhood next next week if this
is still an issue like you've got a
thousand people walking by the store a
hundred people opened the door but didn't
come all the way in what would you
say to them like hey just wanted to
make sure before before this off before
june's what was it called again june's
joint
june's joint relief so we have the
expiration as june thirtieth before june's
joint relief expired is there anything we
could help you with i wouldn't want you
to miss out like it would be something
along those lines because you know that
they're going i like it now let's ask
our elder statesman tony are you still
here are you still listening in yeah of
course i'm still here
Okay,
so if you got that in the mail
from me,
you had scanned this for the first time
as a consumer in Ohio.
We don't serve Ohio,
but here's just for the sake of the
question.
Then you got a handwritten note from the
concierge physical therapy practice.
Would that be a turnoff for you, Tony?
Or would that, do you think,
would entice you to take action or move
you closer to take action?
I don't think it would be a turnoff.
I think it would be one of those
deals where you've got to watch the
creepiness.
You can't be totally like I'm spying on
you.
Super quick for context.
I got a couple years ago an email
and there was a Google Earth image of
my car in the parking lot.
and it came to my business email and
it said you know i've been watching you
i know what you're doing if you don't
want it to be be made public you
got to pay me in bitcoin and i
was like holy shit that is scary like
that was legitimately scary now i knew it
was a google google image of you know
the parking lot and just happened to be
my car
um that crosses the line don't send me
something like that i think in this world
something like that would be totally
reasonable yeah carlos watching live is
saying he's asking what percentage of
positive responses were you expecting in
his experience one to three percent is
expected an average yeah i would have said
anywhere from one to less than ten percent
one to six percent is like our name
i got a buddy who does direct mail
that's his full-time job and
Depending on the creative,
except three percent ain't bad, right?
Because the cost to send this out,
what do you have to bet to break
even on this?
I mean,
I'm not even hitting one percent on scans
right now, on scanning the QR code,
which is probably on the low side.
However, what I learned over the past two,
three years of sending the letters to
potential business owners about, hey,
practice owners,
PT practice owners that don't know me,
that
They,
many people need to need to get the
mailer three, four, five, six,
seven times.
So it's a volume game.
At first you have to think what I'm
thinking, which is I'm burning this money.
This money is literally going in the
fireplace.
Like I have to be okay with that.
That's part of marketing,
testing all that.
so we sent out two campaigns it's a
little under four thousand dollars so far
got some scans i got no patience but
again we get one patient and they do
a package or whatever like we're gonna be
even steven right so like it's a it's
the long game we did get someone to
book actually i forgot to tell you guys
this i did get someone to call in
and book and it was exactly our ideal
fit we got them booked for monday evening
And then over the weekend they canceled.
And then of course I sent an email
of like, Hey,
you said that you wanted to be more
ambulatory.
I didn't say that word.
You wanted to be, you know,
you wanted to go on more cruise with
your wife and not be holding,
holding down,
holding the tour down and you want to
be able to be on your feet more.
But you said you can't do that and
you have a cruise in two months.
So if you don't do anything in the
next two months,
how are your cruises and tours going to
be?
But so far, no response to the email.
So we did get a legit lead that
was spoken with and booked,
then lay canceled, unfortunately.
But yeah, Carlos,
one to three percent would be,
I would say, incredible.
We're really below that in terms of the
staff so far.
You're early, man.
You're early.
So wait a second.
Did you remind me, how did you pick...
The area.
How did you pick the zip code?
Did you just pick a neighborhood on the
Upper East Side?
I picked three adjacent connecting zip
codes in the Upper East Side,
kind of like around the sixties.
I don't think you look for,
I don't think you ever look at the
bottom line or the ROI until nine to
twelve months in.
I think that was, that was another thing.
So in, in one, in Tony's group,
I think someone,
I think it was Charles Lockwood or
somebody commented and said that they did
mailers a long time ago and someone kept
it in their drawer for six or twelve
months.
And then they look for and they called.
You don't even like you just say this
is going to cost me to do this
for a year.
I need to bank.
I need to get ten out of this
in twelve months.
But you don't look at a dashboard until
nine to twelve months and then go,
all right, we failed.
I would change the creative, though,
because what you're fighting now is
You need to remain novel.
Because if I get the same card three
times,
now it's what I like to call
mayonnaise-flavored ice cream.
So now it's over and over and over
again.
I would go, see,
I would play around with what people are
doing in the neighborhood.
Like on the Upper West Side,
they had a couple of street fairs.
Like,
what is happening in this person's world
in their geography that you can play?
We'll see you at the street fair that
happens every, you know,
July fourth or whatever it is.
I would change the creative.
Like,
I might play off something in the movies.
Like, I was thinking,
what's the cool pop culture thing?
Like,
could you play off Project Hail Mary in
some way?
And you might be like, eh,
there's nothing there, great.
But like, what's pop culture?
It's seasonality and what's happening in
the zeitgeist.
And how do you,
that's all we did in radio.
It's all we did.
New movie was out.
How do we play off of this?
Or maybe we look in two or three
ideas and there's really no wedge.
There's really no like way for us to
angle without sounding cheesy.
Don't do it,
but figure out what it is.
It's blank season.
Are you ready?
it's you know it's going to the met
it's going to the museum of natural
history season how many laps of the park
are you do you are you not doing
because you can't we can get oh oh
best part about this so when we spoke
to the the guy who booked and then
canceled that he and his wife saw the
mailer and then called the thing that he
said and he said there was uh it's
like a yiddish word i don't remember the
word that he said but basically is
He had had physical therapy in the past
for his back pain and walking issues and
leg weakness and balance instability,
that type of stuff.
And then he had some issue with the
therapist and he stopped going and he just
totally stopped physical therapy for the
past several years.
And now he's almost.
Seventy years old, right?
He said, I said, so what?
You know what we said?
Why?
Why now?
Why?
Why all of a sudden?
are you looking to confront this because
you haven't been working on that?
You haven't been focusing on this or you
haven't been looking to address this in
years.
Like why now?
And the gentleman said,
Because your mailer,
we took it as a sign.
We took it as like,
there's a Yiddish word for it.
I don't know the word,
but he took it as a sign of
like, okay,
he was not going to find us on
Facebook.
He was not going to find us on
Instagram.
They're not looking.
He was not going to click on a
Google ad because they're not looking.
he was not going to get referred by
his physician because he's not asking,
Hey doc, who,
who do you know that does house calls
in Manhattan and the Upper East side?
So this,
what he said will continue to motivate me
to continue to invest in this because
those are the people that I made this
whole campaign for,
which is how can I get in front
of them, get on their kitchen counter,
get on their dining room table,
get in front of them, uh,
For the people that it's almost, again,
it's kind of like interruption marketing
in a way.
Like I'm getting in front of them when
they're not really thinking about it.
They're not necessarily looking to
confront it.
But many of these people that we're
sending it to would need it.
Or they're going to need some type of
physical therapy.
Maybe it's not us,
but they're probably going to need it.
Hold up that card.
I might start, like flip it over.
I might start calling, what's the guy?
Dr. Ethan, PT of the Upper East Side.
Like I would have him own the zip
code, own the zip code.
Even if that's not the only zip code
he's working.
What do you mean?
You can change the creative and now you
can be like, Dr. Ethan,
PT of the Upper West Side.
Like there's no rule saying you can't,
right?
This was a lesson from Mad Men,
which is like he was doing a thing
with Lucky Strike and the government said
you have to put like the warning labels
on cigarettes and Lucky Strike was like,
this is the end of advertising for
whatever.
And Dom Draper was like, no,
this is the greatest thing ever.
because everybody is hampered.
So everybody has to face the same rule.
So he says,
focus on the fact that your tobacco is
toasted.
Well, everybody is toasted.
Yeah, but they're not saying it.
You're the PT of the Upper East Side,
the elite PT of the Upper East Side.
That's what you're looking for.
That's what Dr. Ethan wants to become.
Then say the end first.
You're the PT of the Upper East Side.
You're it.
Who's going to say that they are and
you're not?
And how are they going to get to
them?
You're already touching them and you said
it first.
Tony, can I get your input?
Because I figured I wanted the whole
campaign to speak to the consumer,
Jimmy saying,
almost like authority based marketing,
which maybe could also work,
or maybe it's two different postcards or
two different campaigns.
Yeah, I don't know.
Listening to you guys talk, I mean,
I love both angles.
I can tell you this week,
and it seemed to be a tipping point
this week,
this week I probably booked three or four
new patients who had gone to physical
therapy, found me on social media,
and decided they wanted something more.
And I had shared, I think Dave,
you commented on it,
a voice message that came in that was
like,
I did physical therapy,
but I want to do more.
And looking at, you know,
what Jimmy's saying as, okay, yeah,
he's going to be the premier therapist of
the east side.
You saying that that other person said,
we took this as a sign that this
card showed up in our mailbox.
there are just so many angles so many
approaches for this i don't know but i
definitely and i think we all agree would
say like he needs something to establish
himself to plant a flag and say this
is what we're gonna go with i chose
total knee replacement i i had no
authority to do it i was just like
yeah i'm the knee guy and it's worked
out insanely well for me over the years
You didn't throw doctor of physical
therapy.
You didn't throw credentials, MSPT.
You didn't throw certifications.
You just said I'm the knee guy.
That's what I said.
I said I'm the knee guy.
I should have used the knee guy,
but I didn't.
The knee guy.
Well, I mean,
after after the volume of videos that Tony
put out around knee replacements,
at some point,
it's just like the internet and the
collective are like, Oh, yeah, like,
obviously,
this guy is the expert because he's got
a video for literally no, no,
I don't think so.
Tony's not that tight.
And he never know he that's the thing.
He put out so much volume of how
to sleep,
how to sleep with a knee replacement.
Here's what a swollen knee replacement
looks like.
Here's what we're doing for this quad.
Here's what we're gonna do for this calf.
So many after I don't know, Tony,
like after however many dozens or hundreds
of videos you posted, like at some point,
the algorithms, the channels,
the audience, everyone,
everyone believes it because of the
volume, though,
not because of just saying it.
I don't know.
He said the thing.
He answered the question.
He answered the problem.
a hundred times that's saying it that's
owning it's like this is mine i own
this this is why when i ran a
radio station we were like we what is
the radio station was called ninety seven
nine x our online our our tagline was
ninety seven nx rocks that's it oh we
play this rock music if you don't like
rock music we do not want you here
you are going to hate this
Um, I don't know.
I would have fun with that.
So are you,
are you budgeting to send out one of
those a month or what's like the next
three, six, nine, twelve?
We're sending out, uh, I think we did.
So we did one in April or it's
like every two to four weeks.
I think I needed to also,
by the way, this company,
Uh, usually I'm used to like an editor,
like, uh, like on like Vista print,
you can like move the font around and
then you print whatever,
like on Vista print or like, um,
custom ink or any of these other companies
to make this.
The issue was I had to go,
I had to tell someone over the phone,
my digital edits.
It was kind of brutal.
And then I get these automated emails
like, your campaign is about to go out.
And I'm like, hold,
do not send the campaign out yet because
I have not approved everything because we
need to tweak the copy.
We need to tweak this, that, whatever.
I verbally,
verbally created this over multiple phone
calls.
Kind of insane.
So what you're saying is bad user
experience.
Like you'd rather a Zoom call and watch
the person's screen and be like, okay,
I don't like, that looks busy over here.
What can we do?
Yeah, that would be a better experience.
Yeah, that's the only issue.
But then, I don't know,
is there another company that,
Does it better where, I mean,
this company,
I was delightfully surprised when I get
the automated emails of like this person
at this address scanned your QR code.
And I was like, oh, that's incredible.
Like that.
And they didn't even sell that on the
front end.
So I was like, that's really cool.
And they got a list for me.
I would bet you didn't know that was
a feature.
I'm sure these guys didn't build the
platform that offers that feature.
They're white labeling somebody else's
platform.
I guarantee if you wanted to and go
to Vistaprint or some of the big players,
those features are available.
Now,
you're paying for a little bit of the
hand holding and somebody else to manage
the deadlines and the stuff.
But I wanted to hit this real quick
because we're running out of time.
Carlos was on the episode for Tuesday.
He had asked us a couple questions.
I think the easiest marketing niche,
if you want to call it that,
is targeting people like your person who
said they had been to therapy in the
past.
Either they didn't like it or they fell
off and the other place didn't follow up
with them.
They know that they want to get back
into it or they know that they need
a better approach, a different provider.
Like I said,
the people that I've been scheduling over
the last week or so,
they know that therapy is effective.
They don't want to go back to where
they were.
And so now they're looking for something
better.
They're looking for phase two.
They're looking for somebody to take them
past where they are.
Truth be told,
can you guys still hear me?
Okay.
Yes.
Truth be told for me,
that's a hard client.
Like the client who was successful
somewhere else, but wants the next thing.
I quit doing athletics because I don't
want to put ten times the effort into
helping somebody run a tenth of a second
quicker.
That is too heavy of a lift for
me.
I like the little old lady who's
completely deconditioned,
who I can give her three things to
do.
She feels great.
She's moving better.
And she has like no training history.
That's who I want to focus on.
But for your clientele,
talking to that ideal avatar who's like,
I recognize the value of hard work.
I've been through therapy before.
I think this person can take me to
the next level.
That's the person who's going to pay you
what you need to get paid.
We have some breaking news.
Can I share something?
Breaking news.
Oh, oh, oh, oh.
So have either of you been to APTA's
PPS conference?
I don't think either of you have done
that, right?
I went with you.
Oh, yeah, yeah, yeah.
And I've been there twice.
I had a table.
What is that, a vendor?
Yeah, whatever.
Yeah.
What do you think about this?
All right.
Joe Montana is the keynote speaker.
Usually it's someone who's written a book
about business or something like that.
Or to be honest with you,
I don't remember any of the keynote
speakers.
I've been there three or four times.
I don't remember who the keynote speakers,
but Joe Montana.
This reminds me, I went to,
when I was a student,
my wife and I,
because we went to school in Philly,
we went to the Pennsylvania...
annual conclave or whatever,
like the annual whatever for the
Pennsylvania PT Association.
And Terry Bradshaw was the headline
speaker.
And that speech was wild.
I mean, he is off his rocker.
Yeah,
but I think Joe Montana is way more
level-headed and i'm sure he'll be able to
uh deliver a solid speech i guess not
sure not not not sure like i don't
i don't know how that can help practice
owners to be i will as a if
i'm if i'm paying it for a ticket
i want to hear like a gary vaynerchuk
When I was there at PPS,
they had Daniel Pink was a headlines
speaker at one point.
I want to hear from someone like that.
I want to take a nugget from the
speech that will help more my patients and
make more impact and grow my bank account.
I don't know if Joe Montana could do
that, but maybe he can.
Yeah, there's a listing,
I'll put it up on the screen.
Here's the reason,
but of course the reason the list was
generated like by AI, right?
It's like, well,
what is the correlation between a
quarterback and a business owner?
Joe will help you perform under pressure,
leading high performing teams,
maintaining focus and clarity in high
stakes environments,
or translating preparation into consistent
excellence.
So like, yeah, is there a direct line?
Sure, okay, sounds good.
Plus you probably get to shake his hand.
So they're taking my guesses.
They're saying,
who was nineteen years old when Joe
Montana was like the man?
And do they own businesses now?
Right.
It's like what song was number one on
the charts when this group was sixteen to
twenty five?
Get them to play.
I don't care that they're a one hit
wonder.
Get them to play.
But my question is,
would this make you go or not?
Or if you were on the fence,
would this tip you towards going?
I don't know.
It would make me go if if I
get a picture shaking his hand and I
can whisper into his ear, hey,
you should get that knee checked out.
And then I can say that I was
advising Joe Montana on knee rehab.
I love it.
Genius.
No problem.
No, no.
Like get him on the chair and like
be holding his knee and ankle and just
be like, oh, oh.
So I went really quick.
I went in twenty fifteen and twenty
sixteen to PPS and it was Gary Vaynerchuk,
I believe, in twenty fifteen.
And then Daniel Pink was the keynote
speaker at twenty sixteen.
They weren't doing pictures with everyone.
Maybe maybe a small group of people that
paid extra.
They were they were on and off the
stage and out of sight.
Yeah, they're they're flying in,
banging it out.
And they're on a jet by the time
by the time the the main course hits
the table for lunch.
All right.
Parting shots today.
Parting shots, let me go first,
cause I gotta get in the clinic.
Yesterday,
so I started back up my Medicare billing
course this month.
I haven't done it,
I think the whole year of,
I did it this month.
Yesterday in the clinic,
I set up my phone to record my
interaction with a brand new patient
walking in the clinic.
And I recorded about the first eight
minutes because I wanted people to see the
evaluation doesn't mean you have to go
into a room, dim the lights,
light the incense,
start to talk to each other, you know,
and spend thirty minutes asking questions.
um the evaluation starts the minute the
patient pulls into my parking lot right so
i recorded a real live engagement so i
could show other therapists don't do what
i do but maybe use this as like
a marker of the boundary how far the
pendulum can swing because within eight
minutes within eight minutes because it's
it's recorded
I went from, hi, nice to meet you.
My name's Tony Maritato.
I'm going to be your physical therapist
today too.
Let's start doing some exercise.
And, and, you know, it was like,
this is the way I do.
Ten of hours a week and patients love
it.
And patients keep coming in and I get
positive outcomes and we have a great
experience and every single minute is
intentional.
When that person left my clinic,
they booked out their plan of care.
They felt great.
They were happy to do it.
They thanked me ten times.
And, you know,
I didn't have to do any of the
stuff that so many therapists are saying
we have to do to be good therapists.
So I'll share bits and pieces of that
engagement.
But I wish more therapists were doing like
Dave's doing a little bit of it.
Show us behind the scenes.
We're never going to get better if
everybody's operating in a silo.
That was it.
I'll catch you guys next week.
Thanks.
Dave, what do you got?
Love it.
Parting shot for us just continuing to do
new tests, do new marketing.
Not considering ourselves content
creators, which is totally fine.
It's just a different approach.
But for us,
I'm looking at it as we're putting out
content.
to then attract what we want to attract,
which is, depending on the content,
it's either more new physical therapists,
candidates, more referral partners,
physicians, nurses,
whoever wants to refer to us,
or to get new therapists,
new referral partners,
or new patients and clients for
evaluations.
Either way,
there's three different ways that those
add value to the practice,
but it's not the... We're using the...
content engines that everyone's using.
Um,
but with the specific point of
monetization and just like continuing to
test the front end of that, like,
I think the very last thing I want
to do is like, you know, dancing around,
like doing Tik TOK dances, uh,
But there's a bunch of things to test
in terms of behind the scenes.
Like Tony said,
we're trying to show some of our clients
their lobbies or their elevators and
things that we're able to show that's kind
of like behind the scenes.
So we're doing more of that.
If you're saying Dr.
Ethan is going to be the PT of
the Upper East Side and there's no content
showing him walking through like a vault,
like having a doorman open the door and
walking through a lobby,
then you're not proving it.
Do you know what I mean?
Like your content probably should or could
be closer to Ryan Serhans than anybody
else.
It's going to be closer to Ryan Serhans
than it is going to be to Jag
or Spear.
And that's good because that's not what
you're providing.
You're both providing physical therapy,
but you're not.
You're not.
Right on.
I would say understand what game you're
playing.
Like your postcard campaign understands
that you're playing the – you know enough
people in that zip code have the problem.
and they need to know who you are
and they have the money, right?
So they have decided not to solve the
problem yet.
I forget who said it.
If you have a problem that costs a
thousand dollars to solve and you have a
thousand dollars and you don't solve it,
you've just decided not to solve the
problem and that's okay.
Sometimes you need to know there's a
person who can do it tomorrow
and nudge them towards actually doing it.
I've got a hole in my pool liner.
I'm either going to solve it,
patch it myself,
or make a phone call to the person.
But I don't even know who to call.
But had there been someone saying,
did you open your pool this year and
you have a hole in the liner?
We're the pool doctors.
I'd be like, you know what?
That's how I solved my gutter problem.
One of my gutters is falling off.
And I was like,
I'm going to kill myself climbing on my
house.
We're the brothers who just do gutters.
I was like, got it.
What's the number?
One eight hundred gutter guys.
Perfect.
Have a great day.
It's not their number,
but you get the idea.
And I think even with, as Carlos said,
even with one to three or one to
six percent return,
I still think you're going to your batting
average will be net positive.
All right.
We'll be back on Tuesday.
Have yourselves a good weekend.
Enjoy yourselves.
That's it.
We're out.
Boys, what the hell are you doing?
Follow Tony Meritato 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.