WEBVTT

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The Knicks are one and O.

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I know you're a big basketball.

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Are you a big basketball fan?

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Are you a basketball fan at all?

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I'm not.

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My wife is.

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My wife is the sports fanatic of the

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family.

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She follows baseball, basketball,

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football.

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I just kind of sit there and watch

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her watch it.

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I don't really care about basketball,

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but the fact that the Knicks are actually

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doing something makes me a little bit

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interested.

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So I had a beer league hockey game

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last night.

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Watch the Knicks.

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Now we're going to bring several things

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together.

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So Dave's not here yet for some reason.

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But Dave was asking.

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Or in the group chat,

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why I shared the video of the hyper

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ice knee brace on the sidelines.

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So Jalen Brunson.

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Nick star player has a little tweak mid

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game.

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And of course they're doing the,

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Oh my gosh, is he going to play?

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Is he out?

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And they're doing the sideline zoom in.

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And I mean,

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how's this for product placement, right?

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If you're hyper ice,

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I believe when I talked to someone from

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my price, like they're in,

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they're in the training room of all the

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NBA,

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like it'd be harder to find an NBA

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or a professional sports team where the

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hyper ice gear isn't there.

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But then the clip was, this is great.

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Like they're doing this,

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they're doing the closeup,

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the trainer or physical therapist is there

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wrapping its knee with it.

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They've of course got the products logoed

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up nicely.

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And it's such a standout logo,

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very simple, black material, white logo.

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And I don't know,

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I spotted it from a hundred miles away

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on my couch that I was like, whoa,

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whoa.

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Like I was almost that meme of Leonardo

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DiCaprio, like point on the TV, whoa,

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whoa, whoa, whoa, whoa, whoa.

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And it just made me think like, hey,

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point four seconds of sideline time on the

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Knicks star player's knee.

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Ain't it ain't a bad place to be

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right.

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Like you'd you'd you'd pay for that.

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You'd pay for that.

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Then they'd go do it and it would

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feel inauthentic.

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Yeah.

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Hundred percent did not feel that felt

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authentic.

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And it was two point six seconds.

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I thought it was great.

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Yeah.

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And that goes to, you know,

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like you said,

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you pay for a thirty second spot where

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everybody's guard is up.

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Sports are probably the last frontier

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where if you're watching sports live,

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which most do,

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you have to deal with the commercials.

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You can't just fast forward or skip the

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commercial.

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Most people are going to go get food

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or go to the bathroom or do something.

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So you're still going to miss that huge

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part of the audience.

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I was watching your Amazon Live for

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Hyperice this morning.

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And the most striking thing to me about

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it was the authenticity.

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The fact that you weren't like, hey,

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I'm Jimmy McKay and come buy this.

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And this is the best.

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And the product's amazing.

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Like you just talked, you know,

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you were talking to me.

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Now, I will say one constructive critique.

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Look at where your eyes are.

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Your eyes aren't looking at me.

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That's unique,

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because I am looking at the camera,

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because this forced me to shoot on my

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phone.

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I don't know what the deal is,

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but you look like you're looking at

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yourself in the phone,

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not the camera of the phone.

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And so, yeah, I don't know.

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That was just a little thing that caught

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my attention, but...

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genuinely like it was a comfortable video

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to watch.

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I didn't feel oversold.

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You were going through the product.

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It was a good live video.

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So let's walk through how this happened.

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Eric from Hyperice was nice enough to send

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me like pretty much one of everything that

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Hyperice offers.

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And we had had several discussions about

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this idea of live selling.

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And just for context, again, live selling

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It was such a simple thing,

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except the missing link has been missing

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for a while, which is,

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if I'm watching a video of something,

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if I'm watching a live stream,

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how many clicks do I have to do?

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Do I have to leave the live stream?

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As dumb as it seems,

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that was the problem.

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I have to leave the live stream to

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go buy something.

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So now platforms are either coming online,

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like a platform like Whatnot,

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or on the TikTok shop,

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is saying,

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why not just put a buy now button?

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Like honestly, like the buy now button,

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like I'm not a coder,

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I don't know how to code things.

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This does not seem like putting someone on

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the moon,

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but now this is like organizations are

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seeing like, this is a powerful weapon.

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I'm sure organizations like Instagram or

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YouTube are thinking,

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if I can take two percent of every

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transaction that happens on my platform,

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that's not a small revenue stream,

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that's gonna be a large revenue stream.

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So the issue now is, can you,

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Can you produce videos like the one you

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were just talking about, like this one?

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But now the funny part is if you

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watch my video and you scroll down,

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there's sixty nine of them now, of course.

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There's a million for the Hyperice product

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that I'm talking about or other ones,

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other DocOff ones.

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So now you're competing with this sea of

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other people.

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So I appreciate that you watched it.

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I'm going to do more of these.

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my goal and all right so let me

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walk you through how i got to this

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so this was hypervolt three just released

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what you need to know from a physical

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therapist fine with the other products i

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decided being a physical therapist is fine

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but it can't be the lead it can't

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be the reads and you're tuning in i

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don't think that's the reason so i'm

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aiming at a niche within a niche with

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a niche so all the videos that i

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shot and the ones that i'll do in

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the next couple of weeks will be

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Over forty beer league hockey players,

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how to prepare for a game or your

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week and how to recover from it.

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So it's like you're aiming at dudes over

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forty who play, you know,

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rec league hockey.

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Yep.

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So when you see some other videos that

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I've done,

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I'm talking to my audience is the bros

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around the locker room who like can play

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hockey and play well,

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but they know nothing about the human

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body.

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right and they're like just tell me what

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to do what should i do not everything

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in my live stream i want it to

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be a product placement either like i want

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to show like lacrosse ball stuff or

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mobilizations and then yes because i in

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fact do sit on my couch and have

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a bourbon and wear the the the most

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used piece of equipment that hyperice sent

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me are the shorts

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They have these sort of shorts that go

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over the hips.

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It makes me look like I'm wearing the

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biggest adult diaper on the planet,

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but I got to tell you,

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Feels good?

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It feels fantastic.

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Well,

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that's where all the work happens in a

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hockey player.

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Low back is an issue,

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but it's your hips, it's your glutes,

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it's your glute med,

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it's everything around the hips.

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People have come over while I'm wearing

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them and they're like,

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what are you wearing?

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I look ridiculous, but it feels fantastic.

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It's got a cycle that runs for fifteen

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to twenty minutes.

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I usually go through two cycles before I

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actually am done.

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That and the Norma Tech leg,

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the boots are fantastic.

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But I wanted to aim at a niche,

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and I wanted your thoughts on that

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strategy because I think mobility and

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recovery on Amazon Live,

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no one's going to look.

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I don't know.

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That's going to be harder, I think.

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So I'm aiming for the dude who's like,

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ow, my hips hurt.

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I'm a hockey player.

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I don't know.

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Dave,

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what do you think in terms of the

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algorithm?

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Well, so I'm coming on here late,

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missed a couple of minutes.

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You guys are talking about what?

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The Amazon Live product placement videos?

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Yeah, the Amazon Live.

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Tony had found one that I did where

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I was talking about the new Hypervolt gun.

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I'm going to do a bunch on all

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the different products.

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That's fine right here.

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Bottle my dirty sock there.

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That's nice.

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Use your no-no zone.

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can you go on it's real man it's

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real it is real yeah i didn't sweep

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that day but the idea is the first

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couple videos i did i was like here's

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how you mobilize and here's how you

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recovery and i was like that feels too

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generic so i like like dave might say

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like your micro niche might be like adult

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baseball players over over thirty or over

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forty and then how do you prepare for

00:08:24.899 --> 00:08:25.420
a game

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or how do you recover from like a

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double header?

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And then you go,

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then you do a ten minute live stream

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and maybe some of the products or some

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of the things you're showing is a product

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and some of it's just like good old

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fashioned physical therapy suggestions.

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So I'll be the negative Nancy here.

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I sent you guys the screenshot the other

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day of what was it?

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Something like how to make your first

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million or whatever.

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And it was like the probability breakdown.

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And number one was like, like, you know,

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like, you know, like, you know, like,

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you know, like, you know, like, you know,

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like, you know,

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millionaires are business owners,

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whatever.

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And then I joked because Tony and his

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family play a lot of poker and somewhere

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around one percent or point four percent

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was like people who become millionaires

00:09:09.363 --> 00:09:10.043
through poker.

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And I said, there's a chance.

00:09:13.027 --> 00:09:13.928
There's a chance.

00:09:14.450 --> 00:09:16.654
And it was real estate, stocks,

00:09:16.674 --> 00:09:18.038
investments, inheritance,

00:09:18.057 --> 00:09:19.701
all this stuff about where people get

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their money.

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And I know we're still early,

00:09:23.440 --> 00:09:24.760
but it's been around long enough.

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Content creating,

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content creation has been around long

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enough.

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So I want to ask Jimmy,

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what's the whole point of this?

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Because it wasn't on that list on how

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to get wealthy, how to make money.

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Number one was business owner,

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practice owner, business owner,

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whatever you want to call it.

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But what is the point of the Amazon

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lives?

00:09:42.244 --> 00:09:44.004
How does that put money in your bank

00:09:44.044 --> 00:09:47.345
account or attract more deals for PD

00:09:47.365 --> 00:09:48.365
Pinecast or whatever?

00:09:48.466 --> 00:09:49.005
Yeah, here we go.

00:09:49.046 --> 00:09:50.145
Here's the first thing.

00:09:50.745 --> 00:09:52.567
I got one free item that every item

00:09:52.586 --> 00:09:53.548
that Hyperice makes.

00:09:53.748 --> 00:09:55.889
So I was in it because I'm honestly

00:09:55.929 --> 00:09:57.910
interested in their products whenever I

00:09:57.951 --> 00:09:59.312
sit down with Eric at a conference.

00:09:59.972 --> 00:10:03.054
The funny part is you agree with the

00:10:03.095 --> 00:10:04.196
graphic that you shared,

00:10:04.255 --> 00:10:06.397
which is roads to a million dollars and

00:10:06.417 --> 00:10:08.759
the probability that those people will be

00:10:08.778 --> 00:10:10.840
a millionaire, stockbroker, real estate,

00:10:10.879 --> 00:10:11.561
business owner.

00:10:12.480 --> 00:10:14.062
This entire list, no notes,

00:10:14.783 --> 00:10:16.663
except all of them are content creators

00:10:16.724 --> 00:10:17.264
now as well.

00:10:18.062 --> 00:10:18.623
Do you know what I mean?

00:10:19.024 --> 00:10:20.945
Like Ryan Serhan,

00:10:21.525 --> 00:10:23.307
every poker player has an Instagram page.

00:10:23.326 --> 00:10:23.886
No, no.

00:10:24.268 --> 00:10:26.129
He does not make all of his money

00:10:26.408 --> 00:10:27.450
from content creating.

00:10:27.470 --> 00:10:28.370
We didn't say all of his money.

00:10:29.650 --> 00:10:31.413
But the people who are successful in all

00:10:31.452 --> 00:10:32.153
of these things?

00:10:32.634 --> 00:10:34.095
He's not making, in my opinion,

00:10:34.294 --> 00:10:36.937
just like Gary Vee is monetizing on the

00:10:36.976 --> 00:10:38.018
deals that he does with

00:10:38.638 --> 00:10:40.217
you know, Gillette or whatever,

00:10:40.278 --> 00:10:41.818
like the way that he his company

00:10:41.979 --> 00:10:44.519
VaynerMedia helps Johnson and Johnson or

00:10:44.558 --> 00:10:45.580
one of these big companies,

00:10:45.620 --> 00:10:47.240
he's got multimillion dollar deals,

00:10:47.740 --> 00:10:48.960
all the stuff that he does when he

00:10:49.019 --> 00:10:50.640
posts like seventy times a day.

00:10:51.201 --> 00:10:52.561
I don't think he's not monetizing that

00:10:53.240 --> 00:10:54.381
minimal monetization.

00:10:54.461 --> 00:10:55.162
Ryan Serhant,

00:10:55.642 --> 00:10:57.562
he's using that to drive traffic and drive

00:10:57.662 --> 00:10:59.202
eyeballs and to drive authority.

00:10:59.222 --> 00:11:01.202
But no, I do not believe in Tony.

00:11:01.222 --> 00:11:02.182
Please correct me if I'm wrong,

00:11:02.202 --> 00:11:05.004
but if the CPMs are so low,

00:11:06.635 --> 00:11:08.277
So no relationship that he's created has

00:11:08.297 --> 00:11:11.099
ever led to a deal.

00:11:11.318 --> 00:11:12.038
I know who he is,

00:11:12.058 --> 00:11:13.240
and I've never tried to buy real estate

00:11:13.259 --> 00:11:16.822
in New York City.

00:11:17.142 --> 00:11:20.323
I think you guys are splitting hairs a

00:11:20.384 --> 00:11:20.803
little bit.

00:11:20.864 --> 00:11:24.765
I think Dave is saying the ad revenue

00:11:24.826 --> 00:11:26.667
doesn't make the money.

00:11:27.548 --> 00:11:28.788
And I think Jimmy agrees.

00:11:28.807 --> 00:11:28.888
Yeah.

00:11:31.034 --> 00:11:31.455
Yeah.

00:11:31.955 --> 00:11:33.495
When it says business owner,

00:11:33.535 --> 00:11:35.258
like I would go back to what's the

00:11:35.278 --> 00:11:35.697
business?

00:11:35.738 --> 00:11:37.318
The business is content creation.

00:11:37.399 --> 00:11:39.500
The business is, you know, media.

00:11:40.861 --> 00:11:42.442
So it's a little bit of both.

00:11:42.543 --> 00:11:44.604
But I totally get what Dave's saying.

00:11:44.823 --> 00:11:46.445
I don't think that – where did this

00:11:46.485 --> 00:11:47.166
list come from?

00:11:47.326 --> 00:11:48.506
What's the source of this list?

00:11:48.527 --> 00:11:50.768
I don't have a source.

00:11:50.788 --> 00:11:51.609
A content creator?

00:11:51.649 --> 00:11:52.429
Yeah.

00:11:56.168 --> 00:11:57.629
But I didn't have to pay the content

00:11:57.649 --> 00:11:59.471
creator to share with you guys.

00:11:59.691 --> 00:12:01.192
But the content creator got paid by

00:12:01.231 --> 00:12:03.212
Facebook for posting it and getting- Yeah,

00:12:03.433 --> 00:12:03.793
yeah.

00:12:04.193 --> 00:12:05.715
A one-fifteenth of a penny.

00:12:07.528 --> 00:12:09.149
you can you can make decent money if

00:12:09.169 --> 00:12:10.490
that's the thing that you put into it

00:12:10.951 --> 00:12:12.373
for for me the purpose of doing the

00:12:12.393 --> 00:12:13.553
live stream is i want to i want

00:12:13.573 --> 00:12:14.955
to like do what tony does which is

00:12:14.995 --> 00:12:17.576
like okay garyvee's over here barking at

00:12:17.616 --> 00:12:19.878
live selling is the new nfts probably not

00:12:19.898 --> 00:12:21.840
a good example but live streaming is the

00:12:21.879 --> 00:12:24.721
new you know anything um or live selling

00:12:24.761 --> 00:12:26.062
is to do anything is it

00:12:27.341 --> 00:12:27.721
I don't know,

00:12:28.000 --> 00:12:29.761
because all you need is a phone and

00:12:29.782 --> 00:12:30.383
an account,

00:12:30.763 --> 00:12:32.644
except now you're competing against ten

00:12:32.663 --> 00:12:35.245
thousand other people who who think all I

00:12:35.265 --> 00:12:36.466
need is a phone and an account.

00:12:36.785 --> 00:12:38.126
Can you garner enough attention?

00:12:38.366 --> 00:12:40.489
So Amazon will pay me a percentage if

00:12:40.509 --> 00:12:42.690
people watch the video and click it.

00:12:43.009 --> 00:12:44.331
And I've gotten clicks and I've gotten a

00:12:44.370 --> 00:12:44.931
few buys.

00:12:45.211 --> 00:12:47.513
But the question is, to Dave's point,

00:12:47.873 --> 00:12:49.813
is the juice worth the squeeze?

00:12:50.114 --> 00:12:52.475
it is what is the point for me

00:12:52.514 --> 00:12:54.215
it wasn't necessarily the money although

00:12:54.254 --> 00:12:56.395
i'll take it it really was like let's

00:12:56.436 --> 00:12:58.836
test out this concept because everybody's

00:12:58.876 --> 00:13:00.736
barking except i keep looking around and

00:13:00.777 --> 00:13:03.378
saying who's doing it we have had those

00:13:03.418 --> 00:13:06.359
examples of people in asia like and again

00:13:06.379 --> 00:13:07.678
whatever happens in the asian market

00:13:07.719 --> 00:13:09.779
typically you know eight months to fifteen

00:13:09.820 --> 00:13:12.500
months later hits the united states and

00:13:12.600 --> 00:13:15.542
it's the next big thing there people rent

00:13:15.642 --> 00:13:17.883
out like eight by ten stalls and all

00:13:17.903 --> 00:13:18.482
they do is

00:13:19.462 --> 00:13:21.364
they have a live stream and over and

00:13:21.403 --> 00:13:22.884
over and over that just new product new

00:13:22.926 --> 00:13:24.966
product new product and things are selling

00:13:25.047 --> 00:13:26.748
off the off the hook so i'm just

00:13:26.988 --> 00:13:30.230
this is a culture change question are we

00:13:30.291 --> 00:13:32.851
now going to go to an online in

00:13:32.892 --> 00:13:34.273
your hand version of qvc

00:13:36.197 --> 00:13:37.960
is that going to happen i remember back

00:13:37.980 --> 00:13:39.801
in the day my aunt my grandmother and

00:13:39.821 --> 00:13:42.182
my mom new york oklahoma and florida

00:13:42.322 --> 00:13:44.264
sitting there watching tv on the phone

00:13:44.304 --> 00:13:47.067
together and oh should we get that for

00:13:47.086 --> 00:13:48.749
aunt bessie let's get it in blue hang

00:13:48.788 --> 00:13:51.831
up i'll hang up i'll order three are

00:13:51.850 --> 00:13:53.393
we going to be doing that because that's

00:13:53.413 --> 00:13:54.734
not a thing we do right now in

00:13:54.793 --> 00:13:57.556
terms of like live shopping and that's

00:13:57.596 --> 00:13:59.518
where the money is so i don't i

00:13:59.538 --> 00:14:00.219
don't know

00:14:01.840 --> 00:14:05.500
but I don't, it seems so simple.

00:14:05.520 --> 00:14:07.020
Let's just take that quick example.

00:14:07.162 --> 00:14:09.182
QVC, Home Shopping Network,

00:14:09.261 --> 00:14:10.542
legendary businesses,

00:14:12.342 --> 00:14:13.722
ingrained business models.

00:14:14.644 --> 00:14:15.464
So the QVC,

00:14:15.504 --> 00:14:17.024
they have like the headquarters and they

00:14:17.043 --> 00:14:17.644
have a whole bunch of,

00:14:18.065 --> 00:14:19.044
it's almost like Walmart.

00:14:19.524 --> 00:14:20.625
They have all these people that want to

00:14:20.686 --> 00:14:21.946
come and get in front of their audience,

00:14:22.025 --> 00:14:22.225
right?

00:14:22.285 --> 00:14:26.548
So QVC, they have the media, the audience,

00:14:26.567 --> 00:14:27.447
they have the reach,

00:14:27.548 --> 00:14:29.068
they have the formula of like,

00:14:29.109 --> 00:14:30.690
we only have fourteen left in stock.

00:14:30.710 --> 00:14:31.049
And of course,

00:14:31.149 --> 00:14:33.051
they got they have five thousand left in

00:14:33.071 --> 00:14:33.350
stock.

00:14:33.910 --> 00:14:35.072
And they're like, you know, call now.

00:14:35.111 --> 00:14:35.631
We got, you know,

00:14:35.672 --> 00:14:37.212
thirty seconds left and oh, my gosh,

00:14:37.232 --> 00:14:38.692
we're almost out of stock and whatever.

00:14:38.932 --> 00:14:40.514
And then they have people call in that

00:14:40.634 --> 00:14:42.054
whole model of like the

00:14:43.235 --> 00:14:44.697
The real-time testimonials,

00:14:44.716 --> 00:14:45.839
the whole model is legendary.

00:14:46.438 --> 00:14:48.341
So you could own the QVC thing,

00:14:48.361 --> 00:14:50.283
which obviously there's a small number of

00:14:50.845 --> 00:14:52.567
businesses that actually own that, right?

00:14:52.586 --> 00:14:54.369
Like in terms of, there's not like,

00:14:55.589 --> 00:14:57.649
There's not ten QVCs or fifty or whatever.

00:14:58.289 --> 00:14:59.350
So they have leverage.

00:14:59.630 --> 00:15:01.250
The people that have the new products,

00:15:01.291 --> 00:15:02.491
the new shirt, the new hat,

00:15:02.511 --> 00:15:05.952
the new hockey gear, whatever it is,

00:15:07.053 --> 00:15:08.533
they have some leverage because they're

00:15:08.573 --> 00:15:09.715
bringing a unique product.

00:15:09.754 --> 00:15:11.134
They're going to move a bunch of products

00:15:11.154 --> 00:15:12.296
because they're getting in front of this

00:15:12.395 --> 00:15:12.755
audience.

00:15:13.515 --> 00:15:15.017
My thing about this content creator is

00:15:15.057 --> 00:15:17.097
like the content creator steps into that

00:15:17.457 --> 00:15:20.418
limelight without either co-owning the QVC

00:15:20.818 --> 00:15:23.080
or not co-owning the products that they're

00:15:23.100 --> 00:15:24.100
actually moving.

00:15:24.520 --> 00:15:25.400
So for them to be like, hey,

00:15:25.421 --> 00:15:26.581
I'm going to like you're going to send

00:15:26.601 --> 00:15:27.883
me free stuff and I'm going to like

00:15:27.903 --> 00:15:29.243
dance around and like I'm going to be

00:15:29.263 --> 00:15:30.823
like trying on new stuff and get ready

00:15:30.864 --> 00:15:31.583
with me today.

00:15:31.624 --> 00:15:32.985
I'm going to put new makeup on and

00:15:33.004 --> 00:15:35.326
all that like they're at the bottom of

00:15:35.365 --> 00:15:36.365
the food pyramid.

00:15:36.485 --> 00:15:37.486
They have no leverage.

00:15:38.490 --> 00:15:40.191
unless you have unless you garner a big

00:15:40.211 --> 00:15:42.851
enough audience like an i show speed or

00:15:42.912 --> 00:15:45.352
uh mark what's the guy who does all

00:15:45.373 --> 00:15:48.754
the tech reviews mark marquez brown

00:15:49.034 --> 00:15:51.975
marquez brownlee brownlee like those are

00:15:51.995 --> 00:15:53.397
the kinds of people who are like you

00:15:53.417 --> 00:15:54.937
can go to qvc and pay them lots

00:15:54.957 --> 00:15:56.359
you know whatever percentage you come to

00:15:56.418 --> 00:15:58.339
me in one video from me he did

00:15:58.480 --> 00:16:00.900
one video about a product and like tanked

00:16:02.089 --> 00:16:04.030
the company's stock price because he

00:16:04.211 --> 00:16:05.413
trashed their review.

00:16:05.773 --> 00:16:08.655
We're talking about huge, huge audiences,

00:16:09.336 --> 00:16:10.937
but we are also talking about

00:16:11.057 --> 00:16:12.278
micro-influencers.

00:16:12.899 --> 00:16:14.802
One of the things I was going to

00:16:14.841 --> 00:16:17.183
bring up is one of the Facebook groups

00:16:17.203 --> 00:16:18.565
in physical therapy that I belong to,

00:16:18.966 --> 00:16:20.726
people are constantly trying to network

00:16:20.746 --> 00:16:21.889
with people in the group.

00:16:22.389 --> 00:16:23.408
And my question is,

00:16:23.789 --> 00:16:25.769
does any of that for knowledge that can

00:16:25.809 --> 00:16:26.171
help you?

00:16:26.471 --> 00:16:27.711
But a lot of those things like I'm

00:16:27.730 --> 00:16:27.831
like,

00:16:27.890 --> 00:16:29.572
do you do any of this networking in

00:16:29.591 --> 00:16:30.751
your geographic area?

00:16:30.831 --> 00:16:33.173
Do you put a tenth of the effort

00:16:33.474 --> 00:16:34.953
into meeting people and building

00:16:34.974 --> 00:16:38.596
relationships in the places around you?

00:16:38.816 --> 00:16:40.076
And there's a few people who do it

00:16:40.115 --> 00:16:42.317
well that we know that we've talked about

00:16:42.336 --> 00:16:44.258
on the show before who have used a

00:16:44.317 --> 00:16:45.118
podcast and said,

00:16:45.138 --> 00:16:46.458
I don't care if I get five views

00:16:46.519 --> 00:16:46.798
on this.

00:16:47.259 --> 00:16:48.578
i'm hanging out with a doctor for an

00:16:48.639 --> 00:16:50.179
hour and he knows me now he knows

00:16:50.200 --> 00:16:51.580
the name of my kids and now that

00:16:51.600 --> 00:16:53.541
could be a potential referral source so

00:16:54.181 --> 00:16:56.261
the question is micro niches so like in

00:16:56.302 --> 00:16:59.201
technology marquez or i show speed is more

00:16:59.241 --> 00:17:01.182
of a just general personality that's

00:17:01.283 --> 00:17:03.903
harder to do but if you're the peak

00:17:03.943 --> 00:17:05.923
like a kelly stirrett could do this in

00:17:05.943 --> 00:17:07.525
a heartbeat don't you think because he's

00:17:07.545 --> 00:17:08.845
got a big enough audience if he just

00:17:08.865 --> 00:17:10.165
started doing what i mean he makes and

00:17:10.365 --> 00:17:11.526
makes and sells his own products

00:17:12.478 --> 00:17:14.819
And he's got the back end courses or

00:17:14.859 --> 00:17:16.021
the do it yourself rehab,

00:17:16.041 --> 00:17:16.882
whatever he calls it,

00:17:16.942 --> 00:17:18.124
that he can monetize.

00:17:18.223 --> 00:17:19.724
He's got the book that leads to that.

00:17:19.805 --> 00:17:19.945
Right.

00:17:19.965 --> 00:17:20.205
I mean,

00:17:20.226 --> 00:17:21.067
he's not he's not going to make a

00:17:21.126 --> 00:17:22.228
ton of a ton of money.

00:17:22.327 --> 00:17:24.049
I mean, the book was in Tim Ferriss.

00:17:24.589 --> 00:17:25.911
His supple leopard book,

00:17:26.152 --> 00:17:30.415
Kelly's book was in noted in Tim Ferriss,

00:17:30.496 --> 00:17:31.836
one of the four hour work week or

00:17:31.936 --> 00:17:33.019
the one after that or whatever.

00:17:33.378 --> 00:17:33.519
So.

00:17:34.599 --> 00:17:36.260
that you're not going to become crazy

00:17:36.280 --> 00:17:37.421
wealthy from that,

00:17:37.480 --> 00:17:39.021
even though he sold a ton of copies,

00:17:39.061 --> 00:17:41.602
but he can monetize the back end with

00:17:41.642 --> 00:17:44.663
the offers of who he is and the

00:17:44.703 --> 00:17:45.884
do it yourself rehab and all that.

00:17:45.923 --> 00:17:47.664
So that makes a ton of sense.

00:17:47.684 --> 00:17:48.065
So Kelly,

00:17:48.765 --> 00:17:53.185
keep like you could be like the content

00:17:53.205 --> 00:17:54.207
creator on the front end,

00:17:54.727 --> 00:17:56.667
knowing that you have a monetization on

00:17:56.688 --> 00:17:57.188
the back end.

00:17:57.248 --> 00:17:58.147
Like, same thing for me, right?

00:17:58.387 --> 00:17:59.669
I put up the Dave Kittle show.

00:17:59.808 --> 00:18:02.769
I make basically no money from it.

00:18:03.670 --> 00:18:05.270
because i want practice owners to reach

00:18:05.330 --> 00:18:07.113
out to me which they do right uh

00:18:07.133 --> 00:18:08.374
looking to sell their practice and

00:18:08.413 --> 00:18:10.555
typically oftentimes i'm like the first

00:18:10.694 --> 00:18:13.738
one sometimes that they reach out to that

00:18:13.778 --> 00:18:15.699
they tell before they talk to a broker

00:18:15.959 --> 00:18:18.820
before they get an advisor or whatever so

00:18:18.861 --> 00:18:21.083
that's the point like that's so even

00:18:21.143 --> 00:18:23.444
monetizing that so even one deal if it

00:18:23.464 --> 00:18:24.826
ever comes through your youtube channel

00:18:25.165 --> 00:18:27.428
will pay for all of the hours so

00:18:27.468 --> 00:18:29.449
you're doing the work first and trying to

00:18:29.469 --> 00:18:31.931
get paid later by the way uh

00:18:32.833 --> 00:18:34.895
Larry Benz wants to hang.

00:18:35.356 --> 00:18:36.598
I pitched him to you and he said,

00:18:36.679 --> 00:18:37.138
sounds great.

00:18:37.319 --> 00:18:38.441
He's got a book coming out.

00:18:39.698 --> 00:18:41.078
The funny thing about Larry Benz, too,

00:18:41.138 --> 00:18:42.941
is he gives all the money to actually

00:18:42.961 --> 00:18:44.442
the Foundation for PT Research.

00:18:44.801 --> 00:18:46.542
So he gives all the proceeds from the

00:18:46.563 --> 00:18:47.063
book.

00:18:47.103 --> 00:18:47.584
He just gives it.

00:18:47.604 --> 00:18:48.104
But I said, hey,

00:18:48.124 --> 00:18:48.884
you got to talk to this guy,

00:18:48.904 --> 00:18:49.265
Dave Kittle.

00:18:49.305 --> 00:18:50.065
He said, no problem.

00:18:51.365 --> 00:18:52.846
I cannot wait till I get to the

00:18:52.886 --> 00:18:54.688
point of having so much money that I

00:18:54.768 --> 00:18:56.169
give it away to the physical therapy

00:18:56.288 --> 00:18:56.990
research groups.

00:18:57.369 --> 00:18:57.971
God bless.

00:18:58.010 --> 00:18:58.550
Wait, wait, wait.

00:18:58.611 --> 00:18:58.730
No, no.

00:18:58.810 --> 00:18:59.971
It doesn't work like that.

00:18:59.991 --> 00:19:00.771
When you have money,

00:19:00.791 --> 00:19:02.413
you steal it from everybody else.

00:19:02.453 --> 00:19:04.634
You don't contribute anything good to

00:19:04.775 --> 00:19:06.336
society or value.

00:19:06.916 --> 00:19:08.718
It's all about taking as much as you

00:19:08.738 --> 00:19:08.998
can.

00:19:10.478 --> 00:19:11.959
really quick jimmy a couple minutes ago

00:19:11.979 --> 00:19:13.759
mentioned facebook groups and i just want

00:19:13.778 --> 00:19:15.259
to let you guys know here that i

00:19:15.298 --> 00:19:17.500
was the one that uh commented the

00:19:17.539 --> 00:19:20.861
anonymous response comment no it wasn't

00:19:20.921 --> 00:19:23.520
really that that was me that was me

00:19:23.540 --> 00:19:26.501
that is funny yeah so if if you're

00:19:26.561 --> 00:19:29.162
new or you're you know regular you

00:19:29.221 --> 00:19:31.182
understand that like the anonymous

00:19:31.222 --> 00:19:33.063
sponsors the anonymous response on

00:19:33.103 --> 00:19:34.903
facebook the ability to respond

00:19:34.923 --> 00:19:36.384
anonymously and not put your name behind

00:19:36.423 --> 00:19:36.963
what you're saying

00:19:37.539 --> 00:19:38.961
has now become the scourge.

00:19:39.240 --> 00:19:40.382
At first, I didn't mind it.

00:19:40.442 --> 00:19:43.123
I guess there's a limited opportunity.

00:19:43.903 --> 00:19:46.404
If you're asking a question and you know

00:19:46.424 --> 00:19:47.986
your boss is in the group and it

00:19:48.205 --> 00:19:50.126
could hurt you or get you fired or

00:19:52.088 --> 00:19:54.250
get the ire of your boss, okay.

00:19:54.509 --> 00:19:54.630
But,

00:19:54.869 --> 00:19:56.691
ninety-nine point nine percent of the

00:19:56.730 --> 00:19:58.752
time, that just isn't it,

00:19:59.073 --> 00:20:01.193
except it's used thirty percent of the

00:20:01.213 --> 00:20:01.653
time now.

00:20:03.393 --> 00:20:04.573
we're talking about content creation,

00:20:04.613 --> 00:20:05.834
here's how we can loop it together.

00:20:06.273 --> 00:20:07.954
When you post anonymously or comment

00:20:08.035 --> 00:20:10.815
anonymously, you're anti-content creation,

00:20:10.835 --> 00:20:13.056
you're anti-user generated content,

00:20:13.076 --> 00:20:14.896
you're anti-collaboration.

00:20:15.297 --> 00:20:16.136
Yes and no.

00:20:16.297 --> 00:20:17.718
So Tony and I will call,

00:20:17.738 --> 00:20:19.857
Tony and I used to call out posts

00:20:19.938 --> 00:20:21.838
and now Tony calls out posts too.

00:20:22.199 --> 00:20:24.619
He'll tag me in a comment and be

00:20:24.660 --> 00:20:24.859
like,

00:20:25.559 --> 00:20:26.820
cause someone will go into a group and

00:20:26.861 --> 00:20:28.000
be like, hey,

00:20:28.060 --> 00:20:30.402
I'm a practice owner anonymously.

00:20:31.021 --> 00:20:33.022
are you also frustrated with your revenue

00:20:33.083 --> 00:20:35.025
cycle management i'm curious what others

00:20:35.144 --> 00:20:36.965
using and the goal is then maybe someone

00:20:37.006 --> 00:20:39.067
else comments maybe they have a co-worker

00:20:39.106 --> 00:20:42.710
comment i use abc revenue cycle management

00:20:42.970 --> 00:20:45.151
and i love them and i gotta be

00:20:45.191 --> 00:20:45.491
honest

00:20:46.372 --> 00:20:48.594
i think our batting average for spotting

00:20:48.634 --> 00:20:52.678
the like bait and switch is pretty damn

00:20:52.718 --> 00:20:55.019
good and i have no problem calling that

00:20:55.921 --> 00:20:58.343
no problem and i have no problem calling

00:20:58.442 --> 00:21:01.705
out the ai comments because i was reading

00:21:01.726 --> 00:21:04.367
that someone was predicting let's say

00:21:04.548 --> 00:21:06.109
let's say you're sharing on linkedin

00:21:07.105 --> 00:21:08.744
and you're getting a lot of engagement,

00:21:08.765 --> 00:21:09.845
you're getting a lot of comments,

00:21:10.046 --> 00:21:11.365
but a lot of them are AI.

00:21:11.925 --> 00:21:13.885
The platform, meaning LinkedIn,

00:21:14.105 --> 00:21:15.946
will start to throttle the reach,

00:21:15.987 --> 00:21:18.267
to reduce the reach of your post.

00:21:18.586 --> 00:21:20.727
So it might've been good enough, the post,

00:21:21.227 --> 00:21:23.728
to get some reactions.

00:21:23.807 --> 00:21:24.948
The AI bots are like,

00:21:24.968 --> 00:21:26.788
let's jump onto this one, this one's good.

00:21:27.269 --> 00:21:29.148
Now LinkedIn will actually tear yours down

00:21:29.169 --> 00:21:29.969
a little bit, because it's like,

00:21:30.169 --> 00:21:31.189
we don't want to spread the hate.

00:21:31.229 --> 00:21:31.769
So I have,

00:21:32.068 --> 00:21:33.589
there's one or two people that I know

00:21:33.609 --> 00:21:35.309
that I follow, or sorry, that follow me,

00:21:36.009 --> 00:21:36.490
that I'm like,

00:21:36.671 --> 00:21:37.651
I have no problem being like, hey,

00:21:37.691 --> 00:21:38.231
I'm just curious.

00:21:38.451 --> 00:21:40.153
And I sort of do it sly.

00:21:40.173 --> 00:21:40.834
I'm sort of curious,

00:21:41.054 --> 00:21:43.695
what app are you using to respond and

00:21:43.876 --> 00:21:45.478
automate your AI commenting?

00:21:45.577 --> 00:21:46.939
And the guy, one of them responded like,

00:21:47.118 --> 00:21:48.039
why are you asking me that?

00:21:48.339 --> 00:21:49.961
Not a no, which is a complete,

00:21:50.122 --> 00:21:52.123
it was a complete admission of that's what

00:21:52.163 --> 00:21:52.743
he was doing.

00:21:53.505 --> 00:21:54.204
As soon as he said it,

00:21:54.464 --> 00:21:56.146
he wouldn't answer what app he was doing.

00:21:57.327 --> 00:21:58.969
So I have no problem blocking those people

00:21:58.989 --> 00:22:00.329
because I don't need that.

00:22:00.390 --> 00:22:01.411
I don't need it.

00:22:01.590 --> 00:22:02.172
It's not going to help.

00:22:03.679 --> 00:22:05.779
Another another sidebar is remember the

00:22:06.161 --> 00:22:07.540
the post that I just did a week

00:22:07.560 --> 00:22:09.563
or so ago on LinkedIn about the anonymous

00:22:09.623 --> 00:22:10.163
pay stubs,

00:22:10.202 --> 00:22:12.304
like the anonymous gusto payroll pay stub

00:22:12.324 --> 00:22:13.105
that I did.

00:22:13.204 --> 00:22:15.766
You posted like a screenshot of it.

00:22:16.247 --> 00:22:16.747
Receipts.

00:22:16.946 --> 00:22:17.307
Yeah.

00:22:17.386 --> 00:22:17.586
Yeah.

00:22:17.787 --> 00:22:17.948
Yeah.

00:22:18.008 --> 00:22:18.607
The actual receipts.

00:22:19.327 --> 00:22:20.989
I don't know why I was just thought

00:22:21.009 --> 00:22:21.690
about it yesterday.

00:22:22.210 --> 00:22:24.070
I decided to put some money behind that

00:22:24.090 --> 00:22:25.412
post like like that.

00:22:25.872 --> 00:22:27.792
And then I edited the bottom and I

00:22:27.813 --> 00:22:29.574
was like, hey, our therapists earn this.

00:22:29.673 --> 00:22:31.174
And if this sounds of interest to you,

00:22:31.234 --> 00:22:31.895
feel free to reach out.

00:22:31.915 --> 00:22:32.836
So I added like a little call to

00:22:32.855 --> 00:22:35.597
action at the bottom, but I'm boosting it.

00:22:35.637 --> 00:22:37.558
I'm going to be spending nothing crazy,

00:22:37.618 --> 00:22:40.240
like two hundred bucks because the goal is

00:22:40.259 --> 00:22:41.280
to get five days.

00:22:42.785 --> 00:22:43.184
Exactly.

00:22:43.305 --> 00:22:45.967
So I have a new therapist, Ethan,

00:22:46.428 --> 00:22:47.488
starting on Monday,

00:22:47.969 --> 00:22:51.971
but he's bringing a Rolodex and a great

00:22:51.990 --> 00:22:53.172
network and relationships.

00:22:53.653 --> 00:22:55.374
He's going to get busy fairly quickly,

00:22:55.413 --> 00:22:57.375
probably within a month or so.

00:22:58.435 --> 00:22:59.517
So I was thinking of this.

00:22:59.737 --> 00:23:02.199
So six months ago, we would have said,

00:23:02.659 --> 00:23:03.138
Dave,

00:23:03.199 --> 00:23:04.900
you got to shoot some content for your

00:23:04.940 --> 00:23:06.902
new therapist, right?

00:23:06.922 --> 00:23:07.021
Yeah.

00:23:08.359 --> 00:23:10.079
you gotta like plot it out and you

00:23:10.099 --> 00:23:11.500
gotta schedule it you gotta figure out

00:23:11.520 --> 00:23:13.840
what kind of content i don't think you

00:23:13.881 --> 00:23:16.701
should anymore i think it's it's worth

00:23:16.961 --> 00:23:20.663
it's worth it to you to just hire

00:23:20.742 --> 00:23:23.583
a content creator and say your job is

00:23:23.623 --> 00:23:26.084
to not only shoot and edit your job

00:23:26.144 --> 00:23:29.064
is to say here's ethan here's whatever you

00:23:29.124 --> 00:23:31.065
meet with us here's what i want everybody

00:23:31.085 --> 00:23:32.865
to know about ethan here's the vibe of

00:23:32.884 --> 00:23:35.486
the practice you get eight hours with

00:23:35.605 --> 00:23:36.506
ethan every month

00:23:37.744 --> 00:23:38.326
what are you gonna do?

00:23:38.826 --> 00:23:40.769
And it's on them now to say,

00:23:40.868 --> 00:23:41.690
now you own the,

00:23:42.530 --> 00:23:44.374
they're not now a subcontractor where they

00:23:44.394 --> 00:23:45.796
do what you say.

00:23:46.195 --> 00:23:46.936
I feel like a good,

00:23:48.415 --> 00:23:50.037
content creator or content creation

00:23:50.076 --> 00:23:52.278
companies like now you can say i can

00:23:52.317 --> 00:23:53.919
find five of you make give me your

00:23:53.939 --> 00:23:56.039
best pitch what's it going to look like

00:23:56.359 --> 00:23:59.362
and now your spend is directly you can

00:23:59.382 --> 00:24:01.262
draw a line between what you're spending

00:24:01.563 --> 00:24:03.042
what you're seeing what works well what

00:24:03.063 --> 00:24:04.584
doesn't and if you can track it well

00:24:04.604 --> 00:24:06.884
enough you can see which content is

00:24:06.924 --> 00:24:07.346
leading to

00:24:08.246 --> 00:24:11.207
hires or clients if if at all but

00:24:11.247 --> 00:24:12.907
i don't want dave spending the time doing

00:24:12.948 --> 00:24:14.769
that dave has the meeting and goes what's

00:24:14.788 --> 00:24:16.869
your pitch i want to i want to

00:24:16.910 --> 00:24:18.650
build a persona around each one of my

00:24:18.750 --> 00:24:22.471
therapists maybe not and concierge pain

00:24:22.491 --> 00:24:24.252
relief but i'd almost treat that like

00:24:24.292 --> 00:24:24.673
another

00:24:25.939 --> 00:24:28.621
character in your ongoing movie,

00:24:29.020 --> 00:24:30.461
I would focus on therapists.

00:24:30.922 --> 00:24:31.422
And I don't know,

00:24:31.461 --> 00:24:32.923
if I were a therapist working for you

00:24:33.403 --> 00:24:35.325
and I saw the boss making me the

00:24:35.404 --> 00:24:39.446
star a day in the life every month,

00:24:39.567 --> 00:24:41.867
OK, Ethan, second Tuesday of the month,

00:24:42.048 --> 00:24:42.249
this

00:24:43.108 --> 00:24:44.150
person's gonna follow you around with a

00:24:44.170 --> 00:24:44.490
camera.

00:24:44.790 --> 00:24:46.551
You meet with them, they watch you,

00:24:46.612 --> 00:24:47.452
you collaborate.

00:24:48.053 --> 00:24:48.913
What kind of content,

00:24:49.355 --> 00:24:50.455
when they have the plan,

00:24:50.655 --> 00:24:51.916
you do what they say,

00:24:52.277 --> 00:24:53.698
and then we share it and we see

00:24:53.738 --> 00:24:54.338
what happens.

00:24:54.778 --> 00:24:56.121
You're growing their brand too.

00:24:57.596 --> 00:24:58.017
Absolutely.

00:24:58.117 --> 00:25:00.859
And speaking of that perfect setup, Dr.

00:25:00.940 --> 00:25:01.460
Ethan Berger,

00:25:01.500 --> 00:25:02.682
my new therapist that's starting on

00:25:02.741 --> 00:25:03.501
Monday, June eighth.

00:25:03.863 --> 00:25:05.124
I just put here in the private chat,

00:25:05.163 --> 00:25:06.884
his new Instagram.

00:25:06.944 --> 00:25:10.228
He made his own concierge pain relief

00:25:10.268 --> 00:25:11.048
Instagram account.

00:25:11.648 --> 00:25:11.890
Smart.

00:25:11.910 --> 00:25:12.309
It's got one.

00:25:12.349 --> 00:25:13.171
It's got one post.

00:25:13.570 --> 00:25:14.872
We're starting to get followers.

00:25:16.594 --> 00:25:17.575
I just put it in the private chat.

00:25:18.233 --> 00:25:19.494
All right, I'll go follow it.

00:25:20.035 --> 00:25:21.036
Here in StreamYard, thank you.

00:25:21.076 --> 00:25:22.797
Because now I want to follow along.

00:25:23.498 --> 00:25:25.118
There was, and I'll find it.

00:25:25.459 --> 00:25:26.700
There's a coffee shop,

00:25:26.799 --> 00:25:27.701
I think in Brooklyn.

00:25:29.133 --> 00:25:30.934
And the whole deal is they make like

00:25:31.375 --> 00:25:33.376
mini vignettes.

00:25:33.616 --> 00:25:35.417
It's almost like two and a half minute

00:25:35.939 --> 00:25:39.602
scenes from a intriguing Seinfeld.

00:25:40.041 --> 00:25:40.501
You know what I mean?

00:25:40.541 --> 00:25:42.044
Like you could take a Seinfeld scene and

00:25:42.104 --> 00:25:43.084
make stand it on its own.

00:25:43.104 --> 00:25:43.724
It's like, it's funny.

00:25:43.744 --> 00:25:44.164
It's weird.

00:25:44.184 --> 00:25:45.165
You understand the characters.

00:25:46.086 --> 00:25:49.308
They are seeing like six figure views on

00:25:49.348 --> 00:25:50.770
these little vignettes they're creating

00:25:50.790 --> 00:25:51.790
and they just sell coffee,

00:25:52.771 --> 00:25:54.773
but they understand now they're going to

00:25:54.913 --> 00:25:55.714
start to be the

00:25:56.962 --> 00:25:59.105
levain bakery they're going to be a

00:25:59.145 --> 00:26:01.489
destination when you come to new york you

00:26:01.528 --> 00:26:03.431
gotta go to the coffee shop i want

00:26:03.451 --> 00:26:06.915
to buy the t-shirt if you're close you're

00:26:06.935 --> 00:26:07.876
going to go to the coffee shop if

00:26:07.896 --> 00:26:10.240
you like them but now it's a destination

00:26:11.000 --> 00:26:13.284
um i will i'll take a follow on

00:26:13.324 --> 00:26:13.964
that yeah i'll

00:26:14.125 --> 00:26:14.464
I had a,

00:26:14.484 --> 00:26:16.266
I had a quick question for Dave.

00:26:16.886 --> 00:26:18.768
What did your therapist think?

00:26:18.827 --> 00:26:21.549
Or did you discuss using his image,

00:26:21.609 --> 00:26:25.172
his photo when you had the salary ranges?

00:26:25.211 --> 00:26:28.054
Cause so many therapists are freaked out

00:26:28.094 --> 00:26:30.535
about how much they make, what your, what,

00:26:30.595 --> 00:26:30.855
you know,

00:26:30.895 --> 00:26:33.457
who knows what they make and you just

00:26:33.497 --> 00:26:37.079
plastered his face with a hundred plus

00:26:37.119 --> 00:26:38.420
thousand dollars a year.

00:26:38.500 --> 00:26:39.560
What did he think about that?

00:26:39.580 --> 00:26:42.363
No issues.

00:26:43.876 --> 00:26:45.324
And did you run it by him first

00:26:45.403 --> 00:26:46.750
and say, hey, I want to do this.

00:26:46.810 --> 00:26:47.836
I want to use your picture.

00:26:48.976 --> 00:26:50.797
yes but also some of the headshots that

00:26:50.876 --> 00:26:53.019
i've posted one is with a from a

00:26:53.038 --> 00:26:55.520
therapist that i know is he's been with

00:26:55.540 --> 00:26:56.481
he's been with me on and off for

00:26:56.521 --> 00:26:58.903
like four years so that like and so

00:26:58.942 --> 00:27:00.144
he was fine with it because he's also

00:27:00.243 --> 00:27:02.846
previously had his own practice left me

00:27:02.905 --> 00:27:04.267
had his own practice shut his practice

00:27:04.287 --> 00:27:06.648
down it back with us in law school

00:27:06.689 --> 00:27:08.170
so he's totally fine with it too i

00:27:08.190 --> 00:27:09.931
have another one that's coming out that

00:27:09.971 --> 00:27:11.732
looks like i think it looks like a

00:27:11.772 --> 00:27:14.173
real person but i used a bunch of

00:27:14.213 --> 00:27:16.496
headshots in i don't know gemini or chat

00:27:16.516 --> 00:27:17.237
gpt or something

00:27:17.997 --> 00:27:18.116
Uh,

00:27:18.277 --> 00:27:19.637
and one of the headshots is like an

00:27:19.719 --> 00:27:21.559
AI, like it's artificial.

00:27:21.579 --> 00:27:22.359
Like it's like a not,

00:27:22.421 --> 00:27:23.661
it's not one of our team members.

00:27:24.041 --> 00:27:25.202
I don't know if that's good or bad.

00:27:25.242 --> 00:27:26.343
Probably, probably not great.

00:27:26.804 --> 00:27:28.585
But, um, that would also in the future,

00:27:28.644 --> 00:27:30.425
Tony remove the need for me to like

00:27:30.486 --> 00:27:33.528
have to check with everyone and like make

00:27:33.548 --> 00:27:34.528
sure it's cool or whatever.

00:27:34.769 --> 00:27:36.891
It doesn't say that therapist specific

00:27:36.951 --> 00:27:37.330
income.

00:27:37.711 --> 00:27:38.913
Like you said, it's the range.

00:27:39.692 --> 00:27:41.034
And obviously I'm showing the high end of

00:27:41.054 --> 00:27:41.394
the range.

00:27:41.413 --> 00:27:43.256
Like if you're really, you know,

00:27:43.316 --> 00:27:45.917
if you're doing twenty five to thirty five

00:27:45.938 --> 00:27:47.598
visits a week, uh,

00:27:48.459 --> 00:27:50.920
which is, you know,

00:27:50.960 --> 00:27:52.740
it's like a little challenging,

00:27:52.861 --> 00:27:54.422
quite challenging or could be challenging.

00:27:54.461 --> 00:27:55.801
And obviously it depends on like the ebbs

00:27:55.821 --> 00:27:57.722
and flows of the business and seasonality

00:27:57.762 --> 00:27:58.163
and all that.

00:27:58.202 --> 00:28:02.805
But yeah, he's okay with it.

00:28:02.845 --> 00:28:03.905
I have a question for both of you

00:28:03.925 --> 00:28:04.286
guys.

00:28:04.306 --> 00:28:05.606
It's starting to warm up.

00:28:05.686 --> 00:28:06.426
It's June fourth.

00:28:07.691 --> 00:28:09.432
Do you do anything different as practice

00:28:09.491 --> 00:28:11.512
owners as you head into the summer?

00:28:11.873 --> 00:28:14.013
Does that change anything?

00:28:14.354 --> 00:28:16.515
How does the summer change things for you,

00:28:16.694 --> 00:28:17.275
if at all,

00:28:17.576 --> 00:28:21.356
in terms of preparing for people to not

00:28:21.596 --> 00:28:23.577
want to be really motivated to come in

00:28:23.617 --> 00:28:24.598
or being on vacation?

00:28:24.638 --> 00:28:25.898
Or does it not change things?

00:28:26.319 --> 00:28:28.160
Does weather or seasonality change things

00:28:28.201 --> 00:28:29.060
for a PT practice?

00:28:30.131 --> 00:28:30.851
Do you want to start, Tony?

00:28:31.412 --> 00:28:32.251
Yeah, I'll chime in.

00:28:32.932 --> 00:28:33.692
In Florida,

00:28:33.771 --> 00:28:37.273
there were massive changes because we

00:28:37.314 --> 00:28:38.614
would see, you know,

00:28:38.814 --> 00:28:43.115
thirty percent of our visits in the summer

00:28:43.155 --> 00:28:43.476
months.

00:28:43.516 --> 00:28:45.717
Everybody returned to the northeast.

00:28:45.797 --> 00:28:48.377
And so what we were doing was we

00:28:48.417 --> 00:28:49.798
were rearranging staffing.

00:28:50.318 --> 00:28:52.902
we were encouraging our staff to go pick

00:28:52.961 --> 00:28:56.144
up prn work to go do in-home therapy

00:28:56.204 --> 00:29:00.648
to do other things to manage payroll but

00:29:00.669 --> 00:29:02.089
then we wanted them to still be part

00:29:02.130 --> 00:29:04.692
of the team for when the season started

00:29:05.232 --> 00:29:07.575
kind of january through march and we were

00:29:07.595 --> 00:29:09.057
going to triple our volume

00:29:09.890 --> 00:29:13.112
outside of that or looking here in ohio

00:29:13.892 --> 00:29:16.913
things are stable it makes no difference i

00:29:16.933 --> 00:29:18.714
looked at our schedule today we have about

00:29:18.755 --> 00:29:22.356
forty visits on the schedule for today um

00:29:22.396 --> 00:29:24.137
you know i'm gonna pull my wife back

00:29:24.198 --> 00:29:26.419
into the clinic away from the front desk

00:29:26.459 --> 00:29:27.819
so that she can help us with the

00:29:27.900 --> 00:29:31.682
overflow but we don't have huge seasonal

00:29:31.721 --> 00:29:33.742
swings in ohio like we did in florida

00:29:35.703 --> 00:29:38.486
what about new york so in general the

00:29:38.546 --> 00:29:38.965
last

00:29:40.134 --> 00:29:40.775
week or two,

00:29:41.335 --> 00:29:42.936
the last two weeks of August or even

00:29:43.116 --> 00:29:47.441
August in general is pretty challenging or

00:29:47.500 --> 00:29:48.561
like a low time,

00:29:48.741 --> 00:29:52.005
almost as comparable to like the last week

00:29:52.045 --> 00:29:52.705
or two of December.

00:29:53.815 --> 00:29:54.615
Seasonality wise,

00:29:54.635 --> 00:29:56.396
we have people that are snowbirds that

00:29:56.616 --> 00:29:57.356
live here,

00:29:58.057 --> 00:30:01.259
then they go to Florida to snowbird around

00:30:01.339 --> 00:30:04.521
Thanksgiving or around Christmas until

00:30:04.541 --> 00:30:06.323
about this time,

00:30:07.103 --> 00:30:11.306
until about the start of the,

00:30:12.801 --> 00:30:13.082
summer.

00:30:13.102 --> 00:30:14.743
So like some, but then,

00:30:14.763 --> 00:30:15.945
but then there's others that are like

00:30:16.346 --> 00:30:17.106
forty, fifty,

00:30:17.166 --> 00:30:20.250
sixty year olds that are the inverse.

00:30:20.269 --> 00:30:22.071
They're here in New York in the winter

00:30:22.913 --> 00:30:23.874
and then in the summer they go to

00:30:23.894 --> 00:30:24.375
the Hamptons.

00:30:24.474 --> 00:30:24.595
Right.

00:30:24.615 --> 00:30:25.276
So like I have a,

00:30:25.296 --> 00:30:27.518
I have a client that, um,

00:30:27.538 --> 00:30:28.219
she's about to be,

00:30:28.558 --> 00:30:29.760
she's about to give birth anyway.

00:30:30.481 --> 00:30:30.682
Um,

00:30:31.492 --> 00:30:32.413
But then they're going to be in the

00:30:32.433 --> 00:30:34.275
Hamptons for the whole summer.

00:30:34.315 --> 00:30:35.817
So we there's like a couple of different

00:30:35.856 --> 00:30:36.396
contingents.

00:30:36.416 --> 00:30:39.519
Like there's some people that are here in

00:30:39.559 --> 00:30:40.721
the summer in New York.

00:30:41.320 --> 00:30:42.082
And then I'm sorry,

00:30:42.102 --> 00:30:44.584
they're here in the yeah,

00:30:44.644 --> 00:30:45.545
they're here in the summer.

00:30:46.125 --> 00:30:47.766
And then when it's really cold,

00:30:47.806 --> 00:30:48.926
they're like in Florida,

00:30:48.967 --> 00:30:49.948
like they're in warmer weather.

00:30:50.087 --> 00:30:52.009
Usually that's someone who's like sixty,

00:30:52.049 --> 00:30:52.750
seventy plus.

00:30:53.570 --> 00:30:55.913
The middle aged folks oftentimes are going

00:30:55.932 --> 00:30:56.192
to be.

00:30:57.054 --> 00:30:59.194
in the Hamptons or some Long Island,

00:30:59.234 --> 00:30:59.795
Fire Island,

00:30:59.815 --> 00:31:01.695
whatever it might be for the summer.

00:31:02.477 --> 00:31:04.116
But then there is always because again,

00:31:04.136 --> 00:31:04.698
this is New York.

00:31:05.657 --> 00:31:07.798
There's always there's millions of people

00:31:07.818 --> 00:31:07.959
here.

00:31:08.358 --> 00:31:10.839
So then there's other people that are just

00:31:11.039 --> 00:31:12.221
here twelve months out of the year.

00:31:12.760 --> 00:31:14.122
And those are the people that we need

00:31:14.142 --> 00:31:14.781
to get in front of.

00:31:14.842 --> 00:31:16.383
And if we're not doing a good job

00:31:16.423 --> 00:31:16.682
at that,

00:31:16.722 --> 00:31:17.943
then we need to change what's going on.

00:31:17.963 --> 00:31:20.265
We need to tweak ads or do it

00:31:20.305 --> 00:31:22.766
if I have my my new

00:31:24.315 --> 00:31:25.596
postcard that went out and I'm getting new

00:31:25.655 --> 00:31:26.977
people scanning it.

00:31:27.758 --> 00:31:28.338
And I have Dr.

00:31:28.358 --> 00:31:29.599
Ethan Berger on that new postcard.

00:31:29.619 --> 00:31:31.821
So we are always testing new things.

00:31:32.682 --> 00:31:33.883
Instagram helps obviously,

00:31:34.463 --> 00:31:38.547
and just always testing different methods.

00:31:38.586 --> 00:31:39.147
But in general,

00:31:39.188 --> 00:31:41.369
those are kind of like the seasonality and

00:31:41.410 --> 00:31:44.593
like the low in August and the low

00:31:44.673 --> 00:31:46.733
at the end of the year.

00:31:46.753 --> 00:31:47.515
Hey, real quick.

00:31:47.555 --> 00:31:50.478
So did your postcards go out and any

00:31:50.617 --> 00:31:51.719
early feedback on them?

00:31:53.507 --> 00:31:55.407
so we made some actually i'll hold this

00:31:55.488 --> 00:31:56.688
up so one thing is i'm going to

00:31:56.708 --> 00:31:59.588
cover my address but um this second round

00:31:59.669 --> 00:32:02.230
of postcards i put dr ethan berger on

00:32:02.289 --> 00:32:04.391
it listen to how aggressive this is guys

00:32:05.111 --> 00:32:09.792
he's not even working for me yet how

00:32:09.813 --> 00:32:11.633
many practice owners do you know tony are

00:32:11.653 --> 00:32:13.054
going to advertise that staff physical

00:32:13.074 --> 00:32:15.193
therapist on a on a two thousand dollar

00:32:15.934 --> 00:32:16.295
uh

00:32:17.352 --> 00:32:19.493
campaign and the therapist isn't even

00:32:19.554 --> 00:32:20.515
working for him when does he start on

00:32:20.535 --> 00:32:26.080
monday on june i would do it because

00:32:26.260 --> 00:32:28.222
i know my patients don't care who the

00:32:28.262 --> 00:32:31.226
therapist is and i could put adam smith

00:32:31.326 --> 00:32:32.768
on there and it wouldn't make a difference

00:32:33.327 --> 00:32:35.911
but no i don't think most concierge

00:32:35.951 --> 00:32:37.613
high-end providers are going to be

00:32:37.673 --> 00:32:39.755
marketing someone who hasn't signed the

00:32:39.795 --> 00:32:40.496
contract yet

00:32:42.000 --> 00:32:43.661
he's got he's got everything signed so

00:32:43.980 --> 00:32:45.480
we're locked and loaded so i was like

00:32:45.721 --> 00:32:48.643
let's go um we did some updates on

00:32:48.663 --> 00:32:49.722
this if you want to just go through

00:32:49.742 --> 00:32:52.503
really quick uh design wise we got the

00:32:52.804 --> 00:32:55.885
the main uh the the value stack so

00:32:55.905 --> 00:32:57.665
we got here's everything you get we got

00:32:57.726 --> 00:33:00.527
june's joint relief like all the all of

00:33:00.547 --> 00:33:02.708
this is pulled from you know alex hormozy

00:33:02.807 --> 00:33:04.308
i i want to change the headline so

00:33:04.328 --> 00:33:06.190
the headline right now is pain stiffness

00:33:06.269 --> 00:33:08.150
or balance issues question mark but i want

00:33:08.170 --> 00:33:08.810
to capture

00:33:09.711 --> 00:33:10.752
be a little bit more specific,

00:33:10.792 --> 00:33:14.877
like something around like pain or

00:33:14.897 --> 00:33:15.459
balance,

00:33:16.220 --> 00:33:18.102
taking away your freedom or something like

00:33:18.122 --> 00:33:18.262
that.

00:33:18.303 --> 00:33:19.023
Still a question.

00:33:21.345 --> 00:33:24.405
We have the urgency here,

00:33:24.445 --> 00:33:25.145
limited time offer.

00:33:25.246 --> 00:33:26.425
There is an expiration on it,

00:33:27.586 --> 00:33:28.707
but here's the value stack.

00:33:28.826 --> 00:33:29.707
Here's everything you get.

00:33:29.747 --> 00:33:31.126
You get these four different things at

00:33:31.166 --> 00:33:33.127
these dollar amounts and that value stack

00:33:33.188 --> 00:33:35.028
here to two thousand two hundred dollars,

00:33:35.428 --> 00:33:36.808
two thousand two hundred seventy three

00:33:36.828 --> 00:33:37.269
dollars.

00:33:38.108 --> 00:33:39.710
But you get all this for one payment,

00:33:40.190 --> 00:33:41.329
just one payment of one hundred seventy

00:33:41.349 --> 00:33:41.890
five dollars,

00:33:42.269 --> 00:33:44.611
which is like half of our three fifty

00:33:44.691 --> 00:33:44.931
rate.

00:33:44.951 --> 00:33:45.871
So that's where we got that.

00:33:46.371 --> 00:33:49.092
And then on the back is the

00:33:49.951 --> 00:33:52.212
QR code with the unique scan.

00:33:52.232 --> 00:33:53.633
So every, every time someone scans that,

00:33:53.653 --> 00:33:54.232
it's no different.

00:33:54.292 --> 00:33:55.034
That's a huge win.

00:33:55.153 --> 00:33:56.513
That's a huge win.

00:33:56.614 --> 00:33:57.433
I get, I get an email.

00:33:57.453 --> 00:33:59.234
So I'm also what I,

00:33:59.255 --> 00:34:00.454
it's just a little extra work for me.

00:34:00.474 --> 00:34:01.776
But when someone scans that,

00:34:02.375 --> 00:34:03.896
that I just have their street address,

00:34:04.037 --> 00:34:06.416
I have their name, which is almost,

00:34:07.577 --> 00:34:09.318
it's almost like borderline.

00:34:09.637 --> 00:34:12.159
I don't know, like gray hat,

00:34:12.338 --> 00:34:13.179
black hat or whatever.

00:34:13.199 --> 00:34:14.380
Like in terms of like the,

00:34:15.400 --> 00:34:16.760
we knew this person,

00:34:17.954 --> 00:34:19.516
action just took place in their home and

00:34:19.536 --> 00:34:21.177
they have no idea so like the next

00:34:21.297 --> 00:34:24.320
thing for these people that scan it i

00:34:24.340 --> 00:34:25.461
would i would have i would get like

00:34:25.581 --> 00:34:27.463
you know james mckay and like the street

00:34:27.483 --> 00:34:29.264
address and that's it that's all i get

00:34:29.664 --> 00:34:32.288
so i'm gonna send separate handwritten

00:34:32.307 --> 00:34:33.929
thank you card like the handwritten three

00:34:33.949 --> 00:34:35.931
by fives handwritten notes and i'm trying

00:34:35.951 --> 00:34:37.351
to think like what would i put in

00:34:37.391 --> 00:34:40.155
that to make it not look not not

00:34:40.175 --> 00:34:40.735
confirm

00:34:41.635 --> 00:34:43.778
That I know that you scan this,

00:34:44.059 --> 00:34:45.581
but something like, hey, you know,

00:34:45.661 --> 00:34:46.442
it's something different.

00:34:46.521 --> 00:34:47.523
It would have to be something different

00:34:47.543 --> 00:34:48.625
than mail or something more personal.

00:34:48.644 --> 00:34:50.648
Like, like, hey, we have a client nearby.

00:34:51.489 --> 00:34:53.090
Is there anyone that you know that might,

00:34:53.110 --> 00:34:53.411
you know,

00:34:53.610 --> 00:34:54.813
want to invest in their health and

00:34:54.833 --> 00:34:57.335
wellness or something like that?

00:34:57.376 --> 00:34:59.018
So you're saying.

00:35:00.083 --> 00:35:01.684
let's say you send out a thousand cards

00:35:01.804 --> 00:35:03.246
and you get a hundred scans,

00:35:03.445 --> 00:35:04.527
but they haven't booked.

00:35:04.987 --> 00:35:06.288
Now, you know, who scanned,

00:35:06.387 --> 00:35:07.509
what are you going to send to those

00:35:07.608 --> 00:35:08.170
hundred?

00:35:08.670 --> 00:35:08.949
Yes.

00:35:09.331 --> 00:35:10.351
I don't know before.

00:35:10.431 --> 00:35:11.132
I wish, I wish,

00:35:11.251 --> 00:35:12.213
I wish it were that many.

00:35:12.353 --> 00:35:13.974
It's, it's a handful.

00:35:14.175 --> 00:35:14.875
Right, right.

00:35:14.914 --> 00:35:17.418
So I would look at who does this

00:35:17.458 --> 00:35:20.280
professionally already in a different

00:35:20.679 --> 00:35:21.201
industry,

00:35:21.240 --> 00:35:23.463
which is if I go online to buy

00:35:23.543 --> 00:35:26.065
something and I leave something in my cart

00:35:26.085 --> 00:35:26.224
and

00:35:28.083 --> 00:35:29.184
And I remember the first time this ever

00:35:29.224 --> 00:35:30.704
happened, I was like, how did they know?

00:35:30.764 --> 00:35:31.606
Of course, how did they know?

00:35:31.626 --> 00:35:32.405
I'm on their website.

00:35:34.507 --> 00:35:35.748
I would use like,

00:35:35.929 --> 00:35:37.210
did you forget to book?

00:35:37.429 --> 00:35:38.490
Is there anything I can help you?

00:35:38.530 --> 00:35:39.851
Like, I'm trying to think of like,

00:35:39.972 --> 00:35:41.112
if you had that person.

00:35:41.152 --> 00:35:41.954
Did you forget to book?

00:35:42.554 --> 00:35:43.875
I think that's on the aggressive side,

00:35:43.894 --> 00:35:44.436
but I like it.

00:35:44.876 --> 00:35:47.398
or or you know we've got openings in

00:35:47.418 --> 00:35:49.420
your neighborhood next next week if this

00:35:49.440 --> 00:35:51.240
is still an issue like you've got a

00:35:51.300 --> 00:35:53.163
thousand people walking by the store a

00:35:53.202 --> 00:35:54.884
hundred people opened the door but didn't

00:35:54.903 --> 00:35:56.985
come all the way in what would you

00:35:57.025 --> 00:35:58.927
say to them like hey just wanted to

00:35:58.967 --> 00:36:01.469
make sure before before this off before

00:36:01.548 --> 00:36:03.251
june's what was it called again june's

00:36:03.311 --> 00:36:03.590
joint

00:36:04.277 --> 00:36:05.980
june's joint relief so we have the

00:36:06.000 --> 00:36:08.302
expiration as june thirtieth before june's

00:36:08.342 --> 00:36:10.724
joint relief expired is there anything we

00:36:10.744 --> 00:36:12.164
could help you with i wouldn't want you

00:36:12.184 --> 00:36:14.206
to miss out like it would be something

00:36:14.246 --> 00:36:16.108
along those lines because you know that

00:36:16.128 --> 00:36:19.831
they're going i like it now let's ask

00:36:19.931 --> 00:36:21.612
our elder statesman tony are you still

00:36:21.652 --> 00:36:23.894
here are you still listening in yeah of

00:36:23.934 --> 00:36:24.876
course i'm still here

00:36:26.248 --> 00:36:26.349
Okay,

00:36:26.369 --> 00:36:27.869
so if you got that in the mail

00:36:27.969 --> 00:36:28.570
from me,

00:36:29.490 --> 00:36:31.572
you had scanned this for the first time

00:36:32.032 --> 00:36:33.653
as a consumer in Ohio.

00:36:34.655 --> 00:36:35.375
We don't serve Ohio,

00:36:35.394 --> 00:36:38.336
but here's just for the sake of the

00:36:38.376 --> 00:36:38.717
question.

00:36:39.117 --> 00:36:41.018
Then you got a handwritten note from the

00:36:41.099 --> 00:36:42.599
concierge physical therapy practice.

00:36:43.119 --> 00:36:44.820
Would that be a turnoff for you, Tony?

00:36:44.940 --> 00:36:46.041
Or would that, do you think,

00:36:46.121 --> 00:36:48.503
would entice you to take action or move

00:36:48.523 --> 00:36:49.643
you closer to take action?

00:36:50.905 --> 00:36:52.425
I don't think it would be a turnoff.

00:36:52.644 --> 00:36:54.085
I think it would be one of those

00:36:54.126 --> 00:36:57.327
deals where you've got to watch the

00:36:57.347 --> 00:36:58.146
creepiness.

00:36:58.226 --> 00:37:01.568
You can't be totally like I'm spying on

00:37:01.608 --> 00:37:01.907
you.

00:37:03.208 --> 00:37:04.608
Super quick for context.

00:37:05.009 --> 00:37:08.148
I got a couple years ago an email

00:37:08.949 --> 00:37:12.829
and there was a Google Earth image of

00:37:12.929 --> 00:37:14.530
my car in the parking lot.

00:37:15.411 --> 00:37:18.494
and it came to my business email and

00:37:18.574 --> 00:37:20.896
it said you know i've been watching you

00:37:20.996 --> 00:37:22.597
i know what you're doing if you don't

00:37:22.617 --> 00:37:24.978
want it to be be made public you

00:37:24.998 --> 00:37:26.559
got to pay me in bitcoin and i

00:37:27.101 --> 00:37:30.943
was like holy shit that is scary like

00:37:31.003 --> 00:37:33.525
that was legitimately scary now i knew it

00:37:33.565 --> 00:37:36.068
was a google google image of you know

00:37:36.108 --> 00:37:37.909
the parking lot and just happened to be

00:37:37.949 --> 00:37:38.389
my car

00:37:39.309 --> 00:37:42.452
um that crosses the line don't send me

00:37:42.512 --> 00:37:45.795
something like that i think in this world

00:37:45.856 --> 00:37:47.077
something like that would be totally

00:37:47.137 --> 00:37:49.800
reasonable yeah carlos watching live is

00:37:49.820 --> 00:37:51.382
saying he's asking what percentage of

00:37:51.422 --> 00:37:53.322
positive responses were you expecting in

00:37:53.362 --> 00:37:54.905
his experience one to three percent is

00:37:54.925 --> 00:37:56.666
expected an average yeah i would have said

00:37:57.027 --> 00:37:59.128
anywhere from one to less than ten percent

00:37:59.268 --> 00:38:01.150
one to six percent is like our name

00:38:01.210 --> 00:38:02.652
i got a buddy who does direct mail

00:38:02.932 --> 00:38:04.014
that's his full-time job and

00:38:04.574 --> 00:38:06.735
Depending on the creative,

00:38:07.056 --> 00:38:09.838
except three percent ain't bad, right?

00:38:09.878 --> 00:38:11.739
Because the cost to send this out,

00:38:12.159 --> 00:38:14.221
what do you have to bet to break

00:38:14.280 --> 00:38:14.842
even on this?

00:38:15.661 --> 00:38:15.862
I mean,

00:38:15.981 --> 00:38:18.023
I'm not even hitting one percent on scans

00:38:18.063 --> 00:38:19.505
right now, on scanning the QR code,

00:38:19.525 --> 00:38:21.847
which is probably on the low side.

00:38:21.887 --> 00:38:24.369
However, what I learned over the past two,

00:38:24.409 --> 00:38:27.090
three years of sending the letters to

00:38:27.110 --> 00:38:28.652
potential business owners about, hey,

00:38:28.831 --> 00:38:29.351
practice owners,

00:38:29.391 --> 00:38:30.793
PT practice owners that don't know me,

00:38:31.414 --> 00:38:31.653
that

00:38:32.394 --> 00:38:32.835
They,

00:38:32.996 --> 00:38:35.438
many people need to need to get the

00:38:35.617 --> 00:38:37.639
mailer three, four, five, six,

00:38:37.679 --> 00:38:38.400
seven times.

00:38:39.460 --> 00:38:40.722
So it's a volume game.

00:38:41.101 --> 00:38:42.563
At first you have to think what I'm

00:38:42.583 --> 00:38:44.704
thinking, which is I'm burning this money.

00:38:44.844 --> 00:38:45.985
This money is literally going in the

00:38:46.005 --> 00:38:46.465
fireplace.

00:38:46.485 --> 00:38:47.706
Like I have to be okay with that.

00:38:48.088 --> 00:38:49.027
That's part of marketing,

00:38:49.088 --> 00:38:49.789
testing all that.

00:38:50.128 --> 00:38:52.451
so we sent out two campaigns it's a

00:38:52.590 --> 00:38:54.652
little under four thousand dollars so far

00:38:55.012 --> 00:38:57.474
got some scans i got no patience but

00:38:57.514 --> 00:38:59.914
again we get one patient and they do

00:38:59.934 --> 00:39:01.715
a package or whatever like we're gonna be

00:39:01.976 --> 00:39:03.737
even steven right so like it's a it's

00:39:03.757 --> 00:39:06.039
the long game we did get someone to

00:39:06.079 --> 00:39:07.460
book actually i forgot to tell you guys

00:39:07.480 --> 00:39:09.320
this i did get someone to call in

00:39:09.981 --> 00:39:12.824
and book and it was exactly our ideal

00:39:12.864 --> 00:39:16.565
fit we got them booked for monday evening

00:39:17.708 --> 00:39:19.650
And then over the weekend they canceled.

00:39:19.809 --> 00:39:22.532
And then of course I sent an email

00:39:22.592 --> 00:39:23.432
of like, Hey,

00:39:23.773 --> 00:39:26.655
you said that you wanted to be more

00:39:27.456 --> 00:39:28.056
ambulatory.

00:39:28.177 --> 00:39:28.817
I didn't say that word.

00:39:29.056 --> 00:39:30.018
You wanted to be, you know,

00:39:30.057 --> 00:39:31.298
you wanted to go on more cruise with

00:39:31.318 --> 00:39:33.101
your wife and not be holding,

00:39:33.300 --> 00:39:33.760
holding down,

00:39:33.900 --> 00:39:35.161
holding the tour down and you want to

00:39:35.181 --> 00:39:36.222
be able to be on your feet more.

00:39:36.242 --> 00:39:38.425
But you said you can't do that and

00:39:38.445 --> 00:39:39.606
you have a cruise in two months.

00:39:39.646 --> 00:39:41.306
So if you don't do anything in the

00:39:41.327 --> 00:39:42.068
next two months,

00:39:42.827 --> 00:39:44.429
how are your cruises and tours going to

00:39:44.449 --> 00:39:44.550
be?

00:39:46.364 --> 00:39:47.865
But so far, no response to the email.

00:39:48.246 --> 00:39:51.768
So we did get a legit lead that

00:39:51.829 --> 00:39:53.951
was spoken with and booked,

00:39:54.510 --> 00:39:56.112
then lay canceled, unfortunately.

00:39:56.592 --> 00:39:58.293
But yeah, Carlos,

00:39:58.773 --> 00:40:00.255
one to three percent would be,

00:40:01.215 --> 00:40:02.056
I would say, incredible.

00:40:04.018 --> 00:40:08.141
We're really below that in terms of the

00:40:08.161 --> 00:40:08.581
staff so far.

00:40:08.601 --> 00:40:09.463
You're early, man.

00:40:09.503 --> 00:40:10.103
You're early.

00:40:11.184 --> 00:40:11.903
So wait a second.

00:40:11.923 --> 00:40:14.746
Did you remind me, how did you pick...

00:40:15.815 --> 00:40:16.496
The area.

00:40:16.536 --> 00:40:17.978
How did you pick the zip code?

00:40:17.998 --> 00:40:19.340
Did you just pick a neighborhood on the

00:40:19.360 --> 00:40:20.161
Upper East Side?

00:40:20.201 --> 00:40:25.405
I picked three adjacent connecting zip

00:40:25.445 --> 00:40:26.487
codes in the Upper East Side,

00:40:26.507 --> 00:40:27.768
kind of like around the sixties.

00:40:28.510 --> 00:40:29.731
I don't think you look for,

00:40:30.431 --> 00:40:31.432
I don't think you ever look at the

00:40:31.472 --> 00:40:33.775
bottom line or the ROI until nine to

00:40:33.815 --> 00:40:34.496
twelve months in.

00:40:36.043 --> 00:40:37.644
I think that was, that was another thing.

00:40:37.704 --> 00:40:39.206
So in, in one, in Tony's group,

00:40:39.266 --> 00:40:39.867
I think someone,

00:40:39.987 --> 00:40:41.228
I think it was Charles Lockwood or

00:40:41.268 --> 00:40:43.329
somebody commented and said that they did

00:40:43.389 --> 00:40:46.432
mailers a long time ago and someone kept

00:40:46.492 --> 00:40:48.534
it in their drawer for six or twelve

00:40:48.574 --> 00:40:48.755
months.

00:40:48.815 --> 00:40:50.215
And then they look for and they called.

00:40:50.817 --> 00:40:52.757
You don't even like you just say this

00:40:52.777 --> 00:40:53.878
is going to cost me to do this

00:40:53.918 --> 00:40:54.440
for a year.

00:40:54.960 --> 00:40:55.840
I need to bank.

00:40:56.061 --> 00:40:57.181
I need to get ten out of this

00:40:57.202 --> 00:40:57.922
in twelve months.

00:40:59.652 --> 00:41:02.257
But you don't look at a dashboard until

00:41:02.338 --> 00:41:03.438
nine to twelve months and then go,

00:41:03.519 --> 00:41:04.561
all right, we failed.

00:41:05.161 --> 00:41:06.985
I would change the creative, though,

00:41:07.485 --> 00:41:09.268
because what you're fighting now is

00:41:11.402 --> 00:41:12.661
You need to remain novel.

00:41:13.222 --> 00:41:14.463
Because if I get the same card three

00:41:14.503 --> 00:41:14.922
times,

00:41:15.202 --> 00:41:17.463
now it's what I like to call

00:41:17.523 --> 00:41:18.643
mayonnaise-flavored ice cream.

00:41:18.824 --> 00:41:20.184
So now it's over and over and over

00:41:20.204 --> 00:41:21.244
again.

00:41:21.445 --> 00:41:24.184
I would go, see,

00:41:24.324 --> 00:41:26.085
I would play around with what people are

00:41:26.106 --> 00:41:26.945
doing in the neighborhood.

00:41:27.385 --> 00:41:28.987
Like on the Upper West Side,

00:41:29.027 --> 00:41:30.686
they had a couple of street fairs.

00:41:32.059 --> 00:41:32.219
Like,

00:41:32.639 --> 00:41:34.780
what is happening in this person's world

00:41:34.981 --> 00:41:36.722
in their geography that you can play?

00:41:36.942 --> 00:41:38.902
We'll see you at the street fair that

00:41:38.943 --> 00:41:40.063
happens every, you know,

00:41:40.384 --> 00:41:42.344
July fourth or whatever it is.

00:41:42.925 --> 00:41:43.985
I would change the creative.

00:41:44.527 --> 00:41:44.686
Like,

00:41:44.806 --> 00:41:47.447
I might play off something in the movies.

00:41:47.467 --> 00:41:48.068
Like, I was thinking,

00:41:48.088 --> 00:41:49.469
what's the cool pop culture thing?

00:41:49.730 --> 00:41:49.869
Like,

00:41:49.889 --> 00:41:51.731
could you play off Project Hail Mary in

00:41:51.811 --> 00:41:52.251
some way?

00:41:52.471 --> 00:41:53.672
And you might be like, eh,

00:41:53.692 --> 00:41:54.572
there's nothing there, great.

00:41:54.873 --> 00:41:56.213
But like, what's pop culture?

00:41:57.152 --> 00:41:59.335
It's seasonality and what's happening in

00:41:59.355 --> 00:42:00.114
the zeitgeist.

00:42:00.175 --> 00:42:00.976
And how do you,

00:42:01.016 --> 00:42:02.237
that's all we did in radio.

00:42:02.257 --> 00:42:03.036
It's all we did.

00:42:03.117 --> 00:42:03.878
New movie was out.

00:42:04.217 --> 00:42:05.478
How do we play off of this?

00:42:05.699 --> 00:42:06.940
Or maybe we look in two or three

00:42:07.000 --> 00:42:09.061
ideas and there's really no wedge.

00:42:09.081 --> 00:42:10.442
There's really no like way for us to

00:42:10.581 --> 00:42:11.762
angle without sounding cheesy.

00:42:11.842 --> 00:42:12.364
Don't do it,

00:42:12.764 --> 00:42:14.284
but figure out what it is.

00:42:14.605 --> 00:42:15.806
It's blank season.

00:42:15.985 --> 00:42:16.626
Are you ready?

00:42:17.387 --> 00:42:19.768
it's you know it's going to the met

00:42:19.909 --> 00:42:21.409
it's going to the museum of natural

00:42:21.449 --> 00:42:23.871
history season how many laps of the park

00:42:23.891 --> 00:42:25.393
are you do you are you not doing

00:42:25.432 --> 00:42:28.496
because you can't we can get oh oh

00:42:28.556 --> 00:42:30.577
best part about this so when we spoke

00:42:30.617 --> 00:42:32.818
to the the guy who booked and then

00:42:32.838 --> 00:42:35.221
canceled that he and his wife saw the

00:42:35.240 --> 00:42:37.682
mailer and then called the thing that he

00:42:37.742 --> 00:42:40.284
said and he said there was uh it's

00:42:40.304 --> 00:42:41.666
like a yiddish word i don't remember the

00:42:41.686 --> 00:42:43.166
word that he said but basically is

00:42:44.215 --> 00:42:45.695
He had had physical therapy in the past

00:42:45.715 --> 00:42:49.297
for his back pain and walking issues and

00:42:49.336 --> 00:42:50.938
leg weakness and balance instability,

00:42:50.978 --> 00:42:51.557
that type of stuff.

00:42:52.458 --> 00:42:54.079
And then he had some issue with the

00:42:54.119 --> 00:42:56.659
therapist and he stopped going and he just

00:42:56.679 --> 00:42:58.460
totally stopped physical therapy for the

00:42:58.501 --> 00:42:59.400
past several years.

00:42:59.420 --> 00:43:00.782
And now he's almost.

00:43:01.942 --> 00:43:03.382
Seventy years old, right?

00:43:04.362 --> 00:43:06.103
He said, I said, so what?

00:43:06.123 --> 00:43:06.943
You know what we said?

00:43:06.963 --> 00:43:07.204
Why?

00:43:07.304 --> 00:43:07.784
Why now?

00:43:07.864 --> 00:43:08.103
Why?

00:43:08.244 --> 00:43:09.224
Why all of a sudden?

00:43:10.231 --> 00:43:13.554
are you looking to confront this because

00:43:13.574 --> 00:43:14.914
you haven't been working on that?

00:43:14.934 --> 00:43:19.978
You haven't been focusing on this or you

00:43:19.998 --> 00:43:21.820
haven't been looking to address this in

00:43:21.920 --> 00:43:22.260
years.

00:43:22.300 --> 00:43:23.041
Like why now?

00:43:23.641 --> 00:43:24.682
And the gentleman said,

00:43:25.568 --> 00:43:27.630
Because your mailer,

00:43:28.530 --> 00:43:30.231
we took it as a sign.

00:43:30.431 --> 00:43:31.291
We took it as like,

00:43:31.851 --> 00:43:33.213
there's a Yiddish word for it.

00:43:33.793 --> 00:43:34.393
I don't know the word,

00:43:34.434 --> 00:43:36.034
but he took it as a sign of

00:43:36.094 --> 00:43:37.315
like, okay,

00:43:38.976 --> 00:43:40.096
he was not going to find us on

00:43:40.135 --> 00:43:40.516
Facebook.

00:43:40.577 --> 00:43:41.416
He was not going to find us on

00:43:41.456 --> 00:43:41.876
Instagram.

00:43:41.916 --> 00:43:42.617
They're not looking.

00:43:43.018 --> 00:43:43.858
He was not going to click on a

00:43:43.898 --> 00:43:44.918
Google ad because they're not looking.

00:43:45.378 --> 00:43:46.599
he was not going to get referred by

00:43:46.639 --> 00:43:48.400
his physician because he's not asking,

00:43:48.679 --> 00:43:49.619
Hey doc, who,

00:43:49.719 --> 00:43:51.539
who do you know that does house calls

00:43:51.621 --> 00:43:53.340
in Manhattan and the Upper East side?

00:43:53.820 --> 00:43:54.820
So this,

00:43:55.561 --> 00:43:58.121
what he said will continue to motivate me

00:43:58.141 --> 00:44:00.402
to continue to invest in this because

00:44:00.682 --> 00:44:03.362
those are the people that I made this

00:44:03.402 --> 00:44:04.364
whole campaign for,

00:44:04.403 --> 00:44:05.463
which is how can I get in front

00:44:05.503 --> 00:44:07.103
of them, get on their kitchen counter,

00:44:07.364 --> 00:44:08.523
get on their dining room table,

00:44:08.784 --> 00:44:10.605
get in front of them, uh,

00:44:11.626 --> 00:44:13.347
For the people that it's almost, again,

00:44:13.367 --> 00:44:14.648
it's kind of like interruption marketing

00:44:14.668 --> 00:44:14.909
in a way.

00:44:14.929 --> 00:44:16.750
Like I'm getting in front of them when

00:44:16.809 --> 00:44:17.891
they're not really thinking about it.

00:44:17.911 --> 00:44:18.931
They're not necessarily looking to

00:44:18.972 --> 00:44:19.472
confront it.

00:44:20.132 --> 00:44:22.114
But many of these people that we're

00:44:22.134 --> 00:44:26.556
sending it to would need it.

00:44:26.657 --> 00:44:27.757
Or they're going to need some type of

00:44:27.817 --> 00:44:28.398
physical therapy.

00:44:28.418 --> 00:44:29.038
Maybe it's not us,

00:44:29.057 --> 00:44:30.559
but they're probably going to need it.

00:44:31.159 --> 00:44:32.139
Hold up that card.

00:44:32.420 --> 00:44:35.641
I might start, like flip it over.

00:44:35.862 --> 00:44:37.664
I might start calling, what's the guy?

00:44:38.581 --> 00:44:41.704
Dr. Ethan, PT of the Upper East Side.

00:44:42.043 --> 00:44:43.724
Like I would have him own the zip

00:44:43.744 --> 00:44:45.706
code, own the zip code.

00:44:46.900 --> 00:44:48.061
Even if that's not the only zip code

00:44:48.081 --> 00:44:48.561
he's working.

00:44:48.581 --> 00:44:49.461
What do you mean?

00:44:49.481 --> 00:44:51.302
You can change the creative and now you

00:44:51.322 --> 00:44:52.463
can be like, Dr. Ethan,

00:44:52.864 --> 00:44:53.983
PT of the Upper West Side.

00:44:54.144 --> 00:44:57.186
Like there's no rule saying you can't,

00:44:57.626 --> 00:44:57.827
right?

00:44:57.847 --> 00:44:59.228
This was a lesson from Mad Men,

00:44:59.648 --> 00:45:01.889
which is like he was doing a thing

00:45:01.909 --> 00:45:04.871
with Lucky Strike and the government said

00:45:04.891 --> 00:45:06.512
you have to put like the warning labels

00:45:06.592 --> 00:45:08.713
on cigarettes and Lucky Strike was like,

00:45:08.893 --> 00:45:10.614
this is the end of advertising for

00:45:10.675 --> 00:45:11.014
whatever.

00:45:11.114 --> 00:45:12.715
And Dom Draper was like, no,

00:45:12.735 --> 00:45:13.797
this is the greatest thing ever.

00:45:14.416 --> 00:45:15.878
because everybody is hampered.

00:45:16.277 --> 00:45:18.398
So everybody has to face the same rule.

00:45:18.659 --> 00:45:19.079
So he says,

00:45:19.619 --> 00:45:21.139
focus on the fact that your tobacco is

00:45:21.260 --> 00:45:21.800
toasted.

00:45:22.021 --> 00:45:22.960
Well, everybody is toasted.

00:45:23.041 --> 00:45:23.922
Yeah, but they're not saying it.

00:45:24.902 --> 00:45:26.242
You're the PT of the Upper East Side,

00:45:26.802 --> 00:45:28.423
the elite PT of the Upper East Side.

00:45:28.503 --> 00:45:29.403
That's what you're looking for.

00:45:29.784 --> 00:45:31.425
That's what Dr. Ethan wants to become.

00:45:31.646 --> 00:45:32.925
Then say the end first.

00:45:33.226 --> 00:45:34.626
You're the PT of the Upper East Side.

00:45:34.746 --> 00:45:36.228
You're it.

00:45:37.228 --> 00:45:38.969
Who's going to say that they are and

00:45:39.009 --> 00:45:39.429
you're not?

00:45:39.548 --> 00:45:40.610
And how are they going to get to

00:45:40.630 --> 00:45:40.789
them?

00:45:40.829 --> 00:45:42.010
You're already touching them and you said

00:45:42.030 --> 00:45:42.431
it first.

00:45:44.132 --> 00:45:45.153
Tony, can I get your input?

00:45:45.173 --> 00:45:48.117
Because I figured I wanted the whole

00:45:48.137 --> 00:45:51.742
campaign to speak to the consumer,

00:45:52.342 --> 00:45:53.224
Jimmy saying,

00:45:53.724 --> 00:45:55.706
almost like authority based marketing,

00:45:55.726 --> 00:45:57.789
which maybe could also work,

00:45:57.869 --> 00:45:59.431
or maybe it's two different postcards or

00:45:59.490 --> 00:46:00.271
two different campaigns.

00:46:01.351 --> 00:46:02.931
Yeah, I don't know.

00:46:03.112 --> 00:46:04.972
Listening to you guys talk, I mean,

00:46:05.193 --> 00:46:06.594
I love both angles.

00:46:07.375 --> 00:46:09.195
I can tell you this week,

00:46:09.936 --> 00:46:11.697
and it seemed to be a tipping point

00:46:11.717 --> 00:46:12.217
this week,

00:46:12.619 --> 00:46:15.621
this week I probably booked three or four

00:46:15.661 --> 00:46:18.481
new patients who had gone to physical

00:46:18.523 --> 00:46:22.144
therapy, found me on social media,

00:46:22.764 --> 00:46:24.706
and decided they wanted something more.

00:46:24.746 --> 00:46:26.228
And I had shared, I think Dave,

00:46:26.248 --> 00:46:27.347
you commented on it,

00:46:28.289 --> 00:46:30.429
a voice message that came in that was

00:46:30.489 --> 00:46:30.871
like,

00:46:31.391 --> 00:46:32.753
I did physical therapy,

00:46:32.813 --> 00:46:34.074
but I want to do more.

00:46:36.297 --> 00:46:38.438
And looking at, you know,

00:46:38.478 --> 00:46:40.681
what Jimmy's saying as, okay, yeah,

00:46:40.722 --> 00:46:44.106
he's going to be the premier therapist of

00:46:44.146 --> 00:46:45.067
the east side.

00:46:45.586 --> 00:46:47.690
You saying that that other person said,

00:46:47.750 --> 00:46:50.012
we took this as a sign that this

00:46:50.032 --> 00:46:51.653
card showed up in our mailbox.

00:46:52.434 --> 00:46:54.315
there are just so many angles so many

00:46:54.356 --> 00:46:56.978
approaches for this i don't know but i

00:46:57.038 --> 00:46:59.699
definitely and i think we all agree would

00:46:59.739 --> 00:47:03.081
say like he needs something to establish

00:47:03.121 --> 00:47:06.425
himself to plant a flag and say this

00:47:06.465 --> 00:47:09.005
is what we're gonna go with i chose

00:47:09.045 --> 00:47:11.847
total knee replacement i i had no

00:47:11.907 --> 00:47:13.809
authority to do it i was just like

00:47:13.869 --> 00:47:16.592
yeah i'm the knee guy and it's worked

00:47:16.731 --> 00:47:19.514
out insanely well for me over the years

00:47:21.099 --> 00:47:23.063
You didn't throw doctor of physical

00:47:23.083 --> 00:47:23.403
therapy.

00:47:23.423 --> 00:47:25.387
You didn't throw credentials, MSPT.

00:47:25.407 --> 00:47:26.869
You didn't throw certifications.

00:47:26.889 --> 00:47:28.431
You just said I'm the knee guy.

00:47:29.072 --> 00:47:29.813
That's what I said.

00:47:29.913 --> 00:47:30.735
I said I'm the knee guy.

00:47:30.835 --> 00:47:32.217
I should have used the knee guy,

00:47:32.277 --> 00:47:32.818
but I didn't.

00:47:33.759 --> 00:47:34.159
The knee guy.

00:47:34.949 --> 00:47:35.349
Well, I mean,

00:47:35.469 --> 00:47:37.670
after after the volume of videos that Tony

00:47:37.690 --> 00:47:39.313
put out around knee replacements,

00:47:39.393 --> 00:47:40.032
at some point,

00:47:40.092 --> 00:47:41.635
it's just like the internet and the

00:47:41.675 --> 00:47:43.456
collective are like, Oh, yeah, like,

00:47:43.576 --> 00:47:44.137
obviously,

00:47:44.496 --> 00:47:46.619
this guy is the expert because he's got

00:47:46.639 --> 00:47:48.860
a video for literally no, no,

00:47:49.141 --> 00:47:49.641
I don't think so.

00:47:49.862 --> 00:47:50.702
Tony's not that tight.

00:47:51.123 --> 00:47:52.824
And he never know he that's the thing.

00:47:53.143 --> 00:47:55.806
He put out so much volume of how

00:47:55.827 --> 00:47:56.146
to sleep,

00:47:56.447 --> 00:47:57.688
how to sleep with a knee replacement.

00:47:57.708 --> 00:47:58.969
Here's what a swollen knee replacement

00:47:58.989 --> 00:47:59.389
looks like.

00:47:59.429 --> 00:48:00.791
Here's what we're doing for this quad.

00:48:00.811 --> 00:48:02.192
Here's what we're gonna do for this calf.

00:48:02.773 --> 00:48:04.614
So many after I don't know, Tony,

00:48:04.635 --> 00:48:07.777
like after however many dozens or hundreds

00:48:07.797 --> 00:48:09.699
of videos you posted, like at some point,

00:48:10.041 --> 00:48:11.402
the algorithms, the channels,

00:48:11.442 --> 00:48:13.063
the audience, everyone,

00:48:13.123 --> 00:48:14.465
everyone believes it because of the

00:48:14.525 --> 00:48:15.065
volume, though,

00:48:15.126 --> 00:48:17.088
not because of just saying it.

00:48:17.748 --> 00:48:18.570
I don't know.

00:48:19.050 --> 00:48:20.032
He said the thing.

00:48:20.331 --> 00:48:22.074
He answered the question.

00:48:22.293 --> 00:48:23.454
He answered the problem.

00:48:24.135 --> 00:48:25.998
a hundred times that's saying it that's

00:48:26.117 --> 00:48:28.201
owning it's like this is mine i own

00:48:28.240 --> 00:48:29.722
this this is why when i ran a

00:48:29.762 --> 00:48:31.824
radio station we were like we what is

00:48:32.204 --> 00:48:33.427
the radio station was called ninety seven

00:48:33.467 --> 00:48:37.150
nine x our online our our tagline was

00:48:37.210 --> 00:48:39.494
ninety seven nx rocks that's it oh we

00:48:39.514 --> 00:48:41.436
play this rock music if you don't like

00:48:41.496 --> 00:48:43.257
rock music we do not want you here

00:48:43.458 --> 00:48:44.458
you are going to hate this

00:48:45.650 --> 00:48:47.291
Um, I don't know.

00:48:47.331 --> 00:48:48.353
I would have fun with that.

00:48:48.793 --> 00:48:49.574
So are you,

00:48:49.693 --> 00:48:51.416
are you budgeting to send out one of

00:48:51.436 --> 00:48:52.896
those a month or what's like the next

00:48:52.936 --> 00:48:54.679
three, six, nine, twelve?

00:48:56.681 --> 00:48:59.083
We're sending out, uh, I think we did.

00:48:59.262 --> 00:49:03.306
So we did one in April or it's

00:49:03.327 --> 00:49:04.568
like every two to four weeks.

00:49:04.608 --> 00:49:07.190
I think I needed to also,

00:49:07.291 --> 00:49:08.452
by the way, this company,

00:49:10.244 --> 00:49:12.005
Uh, usually I'm used to like an editor,

00:49:12.125 --> 00:49:14.344
like, uh, like on like Vista print,

00:49:14.364 --> 00:49:16.005
you can like move the font around and

00:49:16.025 --> 00:49:16.965
then you print whatever,

00:49:17.005 --> 00:49:19.567
like on Vista print or like, um,

00:49:19.606 --> 00:49:21.288
custom ink or any of these other companies

00:49:22.027 --> 00:49:22.827
to make this.

00:49:22.967 --> 00:49:24.768
The issue was I had to go,

00:49:24.929 --> 00:49:26.449
I had to tell someone over the phone,

00:49:26.829 --> 00:49:27.949
my digital edits.

00:49:28.590 --> 00:49:29.630
It was kind of brutal.

00:49:29.791 --> 00:49:30.672
It was kind of brutal.

00:49:30.711 --> 00:49:32.733
And then I get these automated emails

00:49:32.753 --> 00:49:34.454
like, your campaign is about to go out.

00:49:34.474 --> 00:49:35.675
And I'm like, hold,

00:49:35.936 --> 00:49:38.117
do not send the campaign out yet because

00:49:38.197 --> 00:49:40.480
I have not approved everything because we

00:49:40.519 --> 00:49:41.501
need to tweak the copy.

00:49:41.541 --> 00:49:42.822
We need to tweak this, that, whatever.

00:49:43.643 --> 00:49:44.423
I verbally,

00:49:44.844 --> 00:49:47.306
verbally created this over multiple phone

00:49:47.326 --> 00:49:47.565
calls.

00:49:47.585 --> 00:49:48.206
Kind of insane.

00:49:48.755 --> 00:49:50.175
So what you're saying is bad user

00:49:50.215 --> 00:49:50.677
experience.

00:49:50.697 --> 00:49:52.639
Like you'd rather a Zoom call and watch

00:49:52.679 --> 00:49:54.541
the person's screen and be like, okay,

00:49:54.601 --> 00:49:56.583
I don't like, that looks busy over here.

00:49:56.623 --> 00:49:57.242
What can we do?

00:49:57.322 --> 00:49:58.945
Yeah, that would be a better experience.

00:50:00.786 --> 00:50:02.268
Yeah, that's the only issue.

00:50:02.307 --> 00:50:03.730
But then, I don't know,

00:50:03.789 --> 00:50:04.811
is there another company that,

00:50:05.438 --> 00:50:06.701
Does it better where, I mean,

00:50:06.721 --> 00:50:07.101
this company,

00:50:07.201 --> 00:50:09.304
I was delightfully surprised when I get

00:50:09.324 --> 00:50:11.445
the automated emails of like this person

00:50:11.485 --> 00:50:14.050
at this address scanned your QR code.

00:50:14.070 --> 00:50:15.992
And I was like, oh, that's incredible.

00:50:16.311 --> 00:50:16.793
Like that.

00:50:17.152 --> 00:50:18.175
And they didn't even sell that on the

00:50:18.215 --> 00:50:18.494
front end.

00:50:18.514 --> 00:50:19.876
So I was like, that's really cool.

00:50:20.697 --> 00:50:23.161
And they got a list for me.

00:50:24.047 --> 00:50:26.708
I would bet you didn't know that was

00:50:26.728 --> 00:50:27.369
a feature.

00:50:28.130 --> 00:50:30.311
I'm sure these guys didn't build the

00:50:30.331 --> 00:50:32.632
platform that offers that feature.

00:50:32.693 --> 00:50:34.653
They're white labeling somebody else's

00:50:34.693 --> 00:50:35.414
platform.

00:50:35.954 --> 00:50:38.494
I guarantee if you wanted to and go

00:50:38.536 --> 00:50:41.036
to Vistaprint or some of the big players,

00:50:41.496 --> 00:50:42.737
those features are available.

00:50:43.518 --> 00:50:43.657
Now,

00:50:44.057 --> 00:50:47.119
you're paying for a little bit of the

00:50:47.179 --> 00:50:49.300
hand holding and somebody else to manage

00:50:49.800 --> 00:50:52.021
the deadlines and the stuff.

00:50:53.851 --> 00:50:55.753
But I wanted to hit this real quick

00:50:55.813 --> 00:50:57.074
because we're running out of time.

00:50:57.474 --> 00:51:00.356
Carlos was on the episode for Tuesday.

00:51:00.635 --> 00:51:02.237
He had asked us a couple questions.

00:51:03.278 --> 00:51:06.061
I think the easiest marketing niche,

00:51:06.260 --> 00:51:07.382
if you want to call it that,

00:51:08.161 --> 00:51:11.025
is targeting people like your person who

00:51:11.065 --> 00:51:12.706
said they had been to therapy in the

00:51:12.746 --> 00:51:13.206
past.

00:51:13.827 --> 00:51:16.289
Either they didn't like it or they fell

00:51:16.449 --> 00:51:18.309
off and the other place didn't follow up

00:51:18.351 --> 00:51:18.791
with them.

00:51:19.271 --> 00:51:20.753
They know that they want to get back

00:51:20.853 --> 00:51:22.996
into it or they know that they need

00:51:23.217 --> 00:51:25.320
a better approach, a different provider.

00:51:25.820 --> 00:51:26.260
Like I said,

00:51:26.280 --> 00:51:28.204
the people that I've been scheduling over

00:51:28.244 --> 00:51:29.445
the last week or so,

00:51:30.206 --> 00:51:32.248
they know that therapy is effective.

00:51:32.730 --> 00:51:34.431
They don't want to go back to where

00:51:34.472 --> 00:51:35.534
they were.

00:51:36.391 --> 00:51:38.552
And so now they're looking for something

00:51:38.652 --> 00:51:38.992
better.

00:51:39.032 --> 00:51:40.653
They're looking for phase two.

00:51:40.693 --> 00:51:42.235
They're looking for somebody to take them

00:51:42.275 --> 00:51:43.735
past where they are.

00:51:44.737 --> 00:51:45.516
Truth be told,

00:51:46.157 --> 00:51:46.998
can you guys still hear me?

00:51:47.018 --> 00:51:49.079
Okay.

00:51:49.099 --> 00:51:49.179
Yes.

00:51:49.199 --> 00:51:50.161
Truth be told for me,

00:51:50.420 --> 00:51:51.541
that's a hard client.

00:51:52.101 --> 00:51:54.523
Like the client who was successful

00:51:54.603 --> 00:51:57.025
somewhere else, but wants the next thing.

00:51:57.844 --> 00:52:01.226
I quit doing athletics because I don't

00:52:01.266 --> 00:52:03.128
want to put ten times the effort into

00:52:03.168 --> 00:52:05.248
helping somebody run a tenth of a second

00:52:05.289 --> 00:52:05.628
quicker.

00:52:05.909 --> 00:52:07.469
That is too heavy of a lift for

00:52:07.510 --> 00:52:07.650
me.

00:52:08.170 --> 00:52:10.010
I like the little old lady who's

00:52:10.050 --> 00:52:11.552
completely deconditioned,

00:52:11.831 --> 00:52:13.193
who I can give her three things to

00:52:13.253 --> 00:52:13.652
do.

00:52:13.972 --> 00:52:14.974
She feels great.

00:52:15.094 --> 00:52:16.333
She's moving better.

00:52:16.715 --> 00:52:18.916
And she has like no training history.

00:52:18.996 --> 00:52:20.936
That's who I want to focus on.

00:52:21.436 --> 00:52:22.978
But for your clientele,

00:52:23.378 --> 00:52:26.280
talking to that ideal avatar who's like,

00:52:26.639 --> 00:52:28.601
I recognize the value of hard work.

00:52:28.961 --> 00:52:30.583
I've been through therapy before.

00:52:31.083 --> 00:52:32.804
I think this person can take me to

00:52:32.864 --> 00:52:33.844
the next level.

00:52:35.005 --> 00:52:36.525
That's the person who's going to pay you

00:52:36.606 --> 00:52:37.606
what you need to get paid.

00:52:40.141 --> 00:52:41.101
We have some breaking news.

00:52:41.121 --> 00:52:41.902
Can I share something?

00:52:41.922 --> 00:52:42.942
Breaking news.

00:52:43.061 --> 00:52:44.862
Oh, oh, oh, oh.

00:52:45.182 --> 00:52:47.545
So have either of you been to APTA's

00:52:47.605 --> 00:52:48.704
PPS conference?

00:52:48.724 --> 00:52:50.106
I don't think either of you have done

00:52:50.146 --> 00:52:50.346
that, right?

00:52:50.365 --> 00:52:51.947
I went with you.

00:52:52.086 --> 00:52:53.967
Oh, yeah, yeah, yeah.

00:52:54.047 --> 00:52:54.847
And I've been there twice.

00:52:54.907 --> 00:52:57.329
I had a table.

00:52:57.349 --> 00:52:57.969
What is that, a vendor?

00:52:57.989 --> 00:52:58.530
Yeah, whatever.

00:52:58.590 --> 00:52:58.809
Yeah.

00:52:59.630 --> 00:53:02.512
What do you think about this?

00:53:02.652 --> 00:53:03.311
All right.

00:53:04.710 --> 00:53:07.072
Joe Montana is the keynote speaker.

00:53:07.233 --> 00:53:09.795
Usually it's someone who's written a book

00:53:09.815 --> 00:53:12.038
about business or something like that.

00:53:12.157 --> 00:53:13.018
Or to be honest with you,

00:53:13.458 --> 00:53:14.701
I don't remember any of the keynote

00:53:14.740 --> 00:53:15.061
speakers.

00:53:15.101 --> 00:53:16.302
I've been there three or four times.

00:53:16.702 --> 00:53:17.983
I don't remember who the keynote speakers,

00:53:18.003 --> 00:53:19.505
but Joe Montana.

00:53:20.085 --> 00:53:21.768
This reminds me, I went to,

00:53:21.788 --> 00:53:22.568
when I was a student,

00:53:22.588 --> 00:53:23.128
my wife and I,

00:53:23.168 --> 00:53:24.490
because we went to school in Philly,

00:53:24.550 --> 00:53:26.373
we went to the Pennsylvania...

00:53:27.228 --> 00:53:28.969
annual conclave or whatever,

00:53:29.010 --> 00:53:30.693
like the annual whatever for the

00:53:31.092 --> 00:53:32.574
Pennsylvania PT Association.

00:53:33.036 --> 00:53:34.818
And Terry Bradshaw was the headline

00:53:34.838 --> 00:53:35.217
speaker.

00:53:35.458 --> 00:53:37.681
And that speech was wild.

00:53:37.782 --> 00:53:40.125
I mean, he is off his rocker.

00:53:40.144 --> 00:53:40.224
Yeah,

00:53:40.965 --> 00:53:44.791
but I think Joe Montana is way more

00:53:45.914 --> 00:53:48.516
level-headed and i'm sure he'll be able to

00:53:48.655 --> 00:53:51.579
uh deliver a solid speech i guess not

00:53:51.699 --> 00:53:54.001
sure not not not sure like i don't

00:53:54.041 --> 00:53:55.422
i don't know how that can help practice

00:53:55.461 --> 00:53:57.384
owners to be i will as a if

00:53:57.483 --> 00:53:58.804
i'm if i'm paying it for a ticket

00:53:59.204 --> 00:54:00.887
i want to hear like a gary vaynerchuk

00:54:01.586 --> 00:54:03.108
When I was there at PPS,

00:54:03.128 --> 00:54:04.809
they had Daniel Pink was a headlines

00:54:05.271 --> 00:54:06.050
speaker at one point.

00:54:06.411 --> 00:54:08.193
I want to hear from someone like that.

00:54:08.753 --> 00:54:09.755
I want to take a nugget from the

00:54:09.775 --> 00:54:13.518
speech that will help more my patients and

00:54:13.657 --> 00:54:15.259
make more impact and grow my bank account.

00:54:15.639 --> 00:54:16.880
I don't know if Joe Montana could do

00:54:16.920 --> 00:54:18.001
that, but maybe he can.

00:54:18.822 --> 00:54:20.324
Yeah, there's a listing,

00:54:20.364 --> 00:54:21.304
I'll put it up on the screen.

00:54:21.364 --> 00:54:22.123
Here's the reason,

00:54:22.204 --> 00:54:23.625
but of course the reason the list was

00:54:23.664 --> 00:54:26.166
generated like by AI, right?

00:54:26.186 --> 00:54:27.347
It's like, well,

00:54:27.447 --> 00:54:28.847
what is the correlation between a

00:54:28.887 --> 00:54:30.128
quarterback and a business owner?

00:54:30.927 --> 00:54:32.628
Joe will help you perform under pressure,

00:54:32.949 --> 00:54:34.409
leading high performing teams,

00:54:34.610 --> 00:54:36.150
maintaining focus and clarity in high

00:54:36.190 --> 00:54:37.010
stakes environments,

00:54:37.371 --> 00:54:39.572
or translating preparation into consistent

00:54:39.672 --> 00:54:40.192
excellence.

00:54:40.572 --> 00:54:42.492
So like, yeah, is there a direct line?

00:54:42.512 --> 00:54:44.474
Sure, okay, sounds good.

00:54:44.494 --> 00:54:45.735
Plus you probably get to shake his hand.

00:54:46.871 --> 00:54:48.554
So they're taking my guesses.

00:54:49.193 --> 00:54:49.775
They're saying,

00:54:51.275 --> 00:54:54.838
who was nineteen years old when Joe

00:54:54.878 --> 00:54:56.420
Montana was like the man?

00:54:56.501 --> 00:54:57.742
And do they own businesses now?

00:54:57.922 --> 00:54:58.161
Right.

00:54:58.222 --> 00:55:00.184
It's like what song was number one on

00:55:00.204 --> 00:55:03.226
the charts when this group was sixteen to

00:55:03.266 --> 00:55:04.068
twenty five?

00:55:04.487 --> 00:55:05.548
Get them to play.

00:55:05.568 --> 00:55:06.630
I don't care that they're a one hit

00:55:06.670 --> 00:55:06.889
wonder.

00:55:06.909 --> 00:55:07.411
Get them to play.

00:55:07.831 --> 00:55:08.592
But my question is,

00:55:08.692 --> 00:55:10.213
would this make you go or not?

00:55:10.492 --> 00:55:11.594
Or if you were on the fence,

00:55:11.634 --> 00:55:12.916
would this tip you towards going?

00:55:12.996 --> 00:55:13.335
I don't know.

00:55:14.539 --> 00:55:16.782
It would make me go if if I

00:55:16.842 --> 00:55:19.965
get a picture shaking his hand and I

00:55:19.985 --> 00:55:21.425
can whisper into his ear, hey,

00:55:21.445 --> 00:55:22.626
you should get that knee checked out.

00:55:22.666 --> 00:55:24.007
And then I can say that I was

00:55:24.168 --> 00:55:26.010
advising Joe Montana on knee rehab.

00:55:26.030 --> 00:55:26.349
I love it.

00:55:26.369 --> 00:55:26.510
Genius.

00:55:26.530 --> 00:55:26.751
No problem.

00:55:26.771 --> 00:55:26.951
No, no.

00:55:26.990 --> 00:55:33.157
Like get him on the chair and like

00:55:33.257 --> 00:55:35.117
be holding his knee and ankle and just

00:55:35.137 --> 00:55:36.860
be like, oh, oh.

00:55:38.103 --> 00:55:39.264
So I went really quick.

00:55:39.344 --> 00:55:41.344
I went in twenty fifteen and twenty

00:55:41.385 --> 00:55:44.086
sixteen to PPS and it was Gary Vaynerchuk,

00:55:44.246 --> 00:55:45.387
I believe, in twenty fifteen.

00:55:45.447 --> 00:55:47.849
And then Daniel Pink was the keynote

00:55:47.889 --> 00:55:49.110
speaker at twenty sixteen.

00:55:50.030 --> 00:55:51.371
They weren't doing pictures with everyone.

00:55:51.411 --> 00:55:52.931
Maybe maybe a small group of people that

00:55:52.952 --> 00:55:53.472
paid extra.

00:55:53.851 --> 00:55:55.313
They were they were on and off the

00:55:55.353 --> 00:55:56.333
stage and out of sight.

00:55:56.653 --> 00:55:58.394
Yeah, they're they're flying in,

00:55:58.414 --> 00:55:59.074
banging it out.

00:55:59.094 --> 00:56:00.456
And they're on a jet by the time

00:56:00.775 --> 00:56:02.757
by the time the the main course hits

00:56:02.797 --> 00:56:03.737
the table for lunch.

00:56:04.358 --> 00:56:05.719
All right.

00:56:05.739 --> 00:56:06.559
Parting shots today.

00:56:07.112 --> 00:56:08.755
Parting shots, let me go first,

00:56:08.795 --> 00:56:09.916
cause I gotta get in the clinic.

00:56:10.918 --> 00:56:11.699
Yesterday,

00:56:12.139 --> 00:56:15.463
so I started back up my Medicare billing

00:56:15.483 --> 00:56:16.766
course this month.

00:56:16.846 --> 00:56:17.547
I haven't done it,

00:56:17.606 --> 00:56:19.349
I think the whole year of,

00:56:19.429 --> 00:56:20.250
I did it this month.

00:56:21.672 --> 00:56:22.733
Yesterday in the clinic,

00:56:23.775 --> 00:56:26.496
I set up my phone to record my

00:56:26.615 --> 00:56:28.336
interaction with a brand new patient

00:56:28.356 --> 00:56:29.257
walking in the clinic.

00:56:29.797 --> 00:56:31.599
And I recorded about the first eight

00:56:31.639 --> 00:56:36.320
minutes because I wanted people to see the

00:56:36.360 --> 00:56:38.603
evaluation doesn't mean you have to go

00:56:38.663 --> 00:56:40.844
into a room, dim the lights,

00:56:41.563 --> 00:56:43.485
light the incense,

00:56:43.505 --> 00:56:45.146
start to talk to each other, you know,

00:56:45.166 --> 00:56:46.786
and spend thirty minutes asking questions.

00:56:47.507 --> 00:56:49.307
um the evaluation starts the minute the

00:56:49.347 --> 00:56:51.809
patient pulls into my parking lot right so

00:56:52.230 --> 00:56:56.411
i recorded a real live engagement so i

00:56:56.431 --> 00:56:59.094
could show other therapists don't do what

00:56:59.193 --> 00:57:02.056
i do but maybe use this as like

00:57:02.076 --> 00:57:04.456
a marker of the boundary how far the

00:57:04.476 --> 00:57:07.358
pendulum can swing because within eight

00:57:07.438 --> 00:57:09.559
minutes within eight minutes because it's

00:57:09.679 --> 00:57:10.300
it's recorded

00:57:11.201 --> 00:57:12.902
I went from, hi, nice to meet you.

00:57:12.922 --> 00:57:13.903
My name's Tony Maritato.

00:57:13.923 --> 00:57:15.184
I'm going to be your physical therapist

00:57:15.204 --> 00:57:15.826
today too.

00:57:16.385 --> 00:57:18.447
Let's start doing some exercise.

00:57:19.088 --> 00:57:21.231
And, and, you know, it was like,

00:57:21.271 --> 00:57:22.652
this is the way I do.

00:57:23.032 --> 00:57:25.635
Ten of hours a week and patients love

00:57:25.655 --> 00:57:25.755
it.

00:57:25.775 --> 00:57:27.597
And patients keep coming in and I get

00:57:27.637 --> 00:57:29.478
positive outcomes and we have a great

00:57:29.539 --> 00:57:33.182
experience and every single minute is

00:57:33.262 --> 00:57:33.903
intentional.

00:57:34.869 --> 00:57:36.710
When that person left my clinic,

00:57:37.130 --> 00:57:38.692
they booked out their plan of care.

00:57:38.751 --> 00:57:39.652
They felt great.

00:57:39.891 --> 00:57:40.972
They were happy to do it.

00:57:40.992 --> 00:57:42.474
They thanked me ten times.

00:57:43.114 --> 00:57:43.813
And, you know,

00:57:44.074 --> 00:57:45.635
I didn't have to do any of the

00:57:45.675 --> 00:57:47.655
stuff that so many therapists are saying

00:57:47.695 --> 00:57:49.396
we have to do to be good therapists.

00:57:49.817 --> 00:57:52.097
So I'll share bits and pieces of that

00:57:52.257 --> 00:57:52.878
engagement.

00:57:52.898 --> 00:57:55.179
But I wish more therapists were doing like

00:57:55.219 --> 00:57:56.699
Dave's doing a little bit of it.

00:57:57.380 --> 00:57:59.320
Show us behind the scenes.

00:57:59.460 --> 00:58:00.822
We're never going to get better if

00:58:00.862 --> 00:58:02.463
everybody's operating in a silo.

00:58:03.143 --> 00:58:03.664
That was it.

00:58:04.003 --> 00:58:05.224
I'll catch you guys next week.

00:58:05.244 --> 00:58:05.565
Thanks.

00:58:07.226 --> 00:58:08.507
Dave, what do you got?

00:58:08.527 --> 00:58:09.347
Love it.

00:58:09.427 --> 00:58:13.592
Parting shot for us just continuing to do

00:58:13.612 --> 00:58:14.992
new tests, do new marketing.

00:58:17.994 --> 00:58:19.496
Not considering ourselves content

00:58:19.516 --> 00:58:20.938
creators, which is totally fine.

00:58:20.958 --> 00:58:22.259
It's just a different approach.

00:58:22.298 --> 00:58:23.699
But for us,

00:58:23.719 --> 00:58:25.201
I'm looking at it as we're putting out

00:58:25.240 --> 00:58:25.742
content.

00:58:28.559 --> 00:58:30.201
to then attract what we want to attract,

00:58:30.221 --> 00:58:31.340
which is, depending on the content,

00:58:31.360 --> 00:58:33.121
it's either more new physical therapists,

00:58:33.161 --> 00:58:35.364
candidates, more referral partners,

00:58:35.384 --> 00:58:36.963
physicians, nurses,

00:58:37.144 --> 00:58:38.264
whoever wants to refer to us,

00:58:39.266 --> 00:58:41.987
or to get new therapists,

00:58:42.606 --> 00:58:43.588
new referral partners,

00:58:44.027 --> 00:58:45.608
or new patients and clients for

00:58:45.648 --> 00:58:46.268
evaluations.

00:58:46.409 --> 00:58:46.969
Either way,

00:58:47.010 --> 00:58:48.851
there's three different ways that those

00:58:48.990 --> 00:58:50.692
add value to the practice,

00:58:51.711 --> 00:58:54.233
but it's not the... We're using the...

00:58:54.972 --> 00:58:56.934
content engines that everyone's using.

00:58:57.574 --> 00:58:57.956
Um,

00:58:57.976 --> 00:58:59.277
but with the specific point of

00:58:59.336 --> 00:59:01.760
monetization and just like continuing to

00:59:01.900 --> 00:59:03.302
test the front end of that, like,

00:59:03.362 --> 00:59:04.344
I think the very last thing I want

00:59:04.364 --> 00:59:06.306
to do is like, you know, dancing around,

00:59:06.346 --> 00:59:07.867
like doing Tik TOK dances, uh,

00:59:09.224 --> 00:59:10.945
But there's a bunch of things to test

00:59:10.965 --> 00:59:12.126
in terms of behind the scenes.

00:59:12.146 --> 00:59:12.666
Like Tony said,

00:59:12.686 --> 00:59:14.867
we're trying to show some of our clients

00:59:14.987 --> 00:59:17.068
their lobbies or their elevators and

00:59:17.128 --> 00:59:18.449
things that we're able to show that's kind

00:59:18.489 --> 00:59:19.451
of like behind the scenes.

00:59:21.231 --> 00:59:22.432
So we're doing more of that.

00:59:22.512 --> 00:59:23.454
If you're saying Dr.

00:59:23.514 --> 00:59:24.653
Ethan is going to be the PT of

00:59:24.673 --> 00:59:26.896
the Upper East Side and there's no content

00:59:26.916 --> 00:59:28.476
showing him walking through like a vault,

00:59:28.496 --> 00:59:30.237
like having a doorman open the door and

00:59:30.277 --> 00:59:31.179
walking through a lobby,

00:59:31.219 --> 00:59:32.860
then you're not proving it.

00:59:32.980 --> 00:59:33.539
Do you know what I mean?

00:59:33.599 --> 00:59:36.382
Like your content probably should or could

00:59:36.402 --> 00:59:38.364
be closer to Ryan Serhans than anybody

00:59:38.423 --> 00:59:38.664
else.

00:59:39.264 --> 00:59:40.744
It's going to be closer to Ryan Serhans

00:59:40.764 --> 00:59:42.527
than it is going to be to Jag

00:59:42.567 --> 00:59:43.067
or Spear.

00:59:43.447 --> 00:59:44.967
And that's good because that's not what

00:59:44.987 --> 00:59:45.628
you're providing.

00:59:46.009 --> 00:59:47.409
You're both providing physical therapy,

00:59:47.429 --> 00:59:48.170
but you're not.

00:59:48.371 --> 00:59:50.353
You're not.

00:59:50.432 --> 00:59:51.813
Right on.

00:59:51.873 --> 00:59:53.034
I would say understand what game you're

00:59:53.074 --> 00:59:53.414
playing.

00:59:53.835 --> 00:59:55.757
Like your postcard campaign understands

00:59:55.777 --> 00:59:59.119
that you're playing the – you know enough

00:59:59.159 --> 01:00:00.940
people in that zip code have the problem.

01:00:02.153 --> 01:00:03.635
and they need to know who you are

01:00:04.036 --> 01:00:05.018
and they have the money, right?

01:00:05.338 --> 01:00:06.980
So they have decided not to solve the

01:00:07.019 --> 01:00:07.601
problem yet.

01:00:08.181 --> 01:00:08.842
I forget who said it.

01:00:08.882 --> 01:00:10.083
If you have a problem that costs a

01:00:10.103 --> 01:00:11.806
thousand dollars to solve and you have a

01:00:11.846 --> 01:00:13.768
thousand dollars and you don't solve it,

01:00:13.788 --> 01:00:14.829
you've just decided not to solve the

01:00:14.849 --> 01:00:16.271
problem and that's okay.

01:00:16.311 --> 01:00:17.652
Sometimes you need to know there's a

01:00:17.713 --> 01:00:19.193
person who can do it tomorrow

01:00:20.396 --> 01:00:22.577
and nudge them towards actually doing it.

01:00:22.737 --> 01:00:24.376
I've got a hole in my pool liner.

01:00:24.818 --> 01:00:25.637
I'm either going to solve it,

01:00:26.018 --> 01:00:26.938
patch it myself,

01:00:27.318 --> 01:00:28.579
or make a phone call to the person.

01:00:28.619 --> 01:00:30.139
But I don't even know who to call.

01:00:30.559 --> 01:00:31.840
But had there been someone saying,

01:00:32.099 --> 01:00:33.481
did you open your pool this year and

01:00:33.501 --> 01:00:34.581
you have a hole in the liner?

01:00:34.820 --> 01:00:35.762
We're the pool doctors.

01:00:35.802 --> 01:00:36.521
I'd be like, you know what?

01:00:37.001 --> 01:00:38.563
That's how I solved my gutter problem.

01:00:38.663 --> 01:00:39.882
One of my gutters is falling off.

01:00:39.902 --> 01:00:40.302
And I was like,

01:00:40.342 --> 01:00:42.164
I'm going to kill myself climbing on my

01:00:42.204 --> 01:00:42.483
house.

01:00:42.923 --> 01:00:44.684
We're the brothers who just do gutters.

01:00:45.663 --> 01:00:46.483
I was like, got it.

01:00:47.103 --> 01:00:47.643
What's the number?

01:00:47.764 --> 01:00:48.625
One eight hundred gutter guys.

01:00:48.704 --> 01:00:49.065
Perfect.

01:00:49.164 --> 01:00:49.704
Have a great day.

01:00:49.724 --> 01:00:50.344
It's not their number,

01:00:50.385 --> 01:00:51.106
but you get the idea.

01:00:51.766 --> 01:00:53.726
And I think even with, as Carlos said,

01:00:53.806 --> 01:00:55.327
even with one to three or one to

01:00:55.387 --> 01:00:56.809
six percent return,

01:00:57.128 --> 01:00:58.809
I still think you're going to your batting

01:00:58.849 --> 01:01:00.670
average will be net positive.

01:01:00.690 --> 01:01:01.210
All right.

01:01:01.231 --> 01:01:02.271
We'll be back on Tuesday.

01:01:02.592 --> 01:01:03.672
Have yourselves a good weekend.

01:01:03.893 --> 01:01:04.472
Enjoy yourselves.

01:01:05.905 --> 01:01:06.106
That's it.

01:01:06.126 --> 01:01:06.347
We're out.

01:01:06.367 --> 01:01:07.887
Boys, what the hell are you doing?

01:01:07.927 --> 01:01:10.748
Follow Tony Meritato on YouTube at Total

01:01:10.789 --> 01:01:11.849
Therapy Solution.

01:01:11.889 --> 01:01:12.869
Find Dave Kittle at

01:01:12.909 --> 01:01:16.090
conciergepainrelief.com and on YouTube at

01:01:16.110 --> 01:01:17.271
The Dave Kittle Show.

01:01:17.632 --> 01:01:20.753
And follow Jimmy McKay at PT Podcasts on

01:01:20.813 --> 01:01:21.934
YouTube, the socials,

01:01:22.014 --> 01:01:23.813
and wherever you binge podcasts you

01:01:23.833 --> 01:01:25.474
pretend are for CEUs.

01:01:25.795 --> 01:01:27.235
And hey, just a reminder,

01:01:27.715 --> 01:01:29.016
none of this was for advice.

01:01:29.077 --> 01:01:30.376
This was for entertainment only.

01:01:30.818 --> 01:01:32.217
Our lawyers say that counts.

01:01:32.277 --> 01:01:33.179
Thanks, Keith.