WEBVTT 00:00:00.009 --> 00:00:02.669 Passing way too early from three separate 00:00:02.710 --> 00:00:03.970 Wi-Fi connections. 00:00:04.169 --> 00:00:07.511 It's PT Breakfast Club with Tony Meritato, 00:00:07.772 --> 00:00:14.853 Dave Kittle, and Jimmy McKay. 00:00:14.894 --> 00:00:16.195 Hot enough for you? 00:00:16.355 --> 00:00:16.815 I mean, 00:00:17.434 --> 00:00:19.655 what are you doing this weekend is easily 00:00:19.696 --> 00:00:21.716 the most asked question in health care to 00:00:21.757 --> 00:00:22.257 a patient. 00:00:23.925 --> 00:00:25.509 What'd you do about that heat or how's 00:00:25.528 --> 00:00:26.231 the heat treating you? 00:00:26.251 --> 00:00:27.353 That's got to be number two, 00:00:27.414 --> 00:00:28.576 especially in July, right? 00:00:28.596 --> 00:00:29.257 That's the cliche. 00:00:29.318 --> 00:00:29.960 It's the cliche. 00:00:30.300 --> 00:00:31.783 It's the cliche days. 00:00:32.426 --> 00:00:33.627 you know what i love i don't know 00:00:33.667 --> 00:00:36.107 if we talked about it already i love 00:00:36.307 --> 00:00:38.429 all the videos on social media from 00:00:38.569 --> 00:00:41.850 europeans coming here who are like going 00:00:41.890 --> 00:00:45.112 crazy about how amazing this country is 00:00:45.152 --> 00:00:47.234 how amazing the food is how amazing the 00:00:47.274 --> 00:00:50.136 people are it's such a breath of fresh 00:00:50.375 --> 00:00:53.076 air and then of course like everything is 00:00:53.156 --> 00:00:55.399 air conditioned and everything is you know 00:00:57.020 --> 00:00:58.841 You do, absolutely. 00:00:58.881 --> 00:01:00.862 As much as I try to produce more 00:01:00.883 --> 00:01:02.764 than I consume on social media, 00:01:03.384 --> 00:01:05.566 the negativity is outrageous. 00:01:05.686 --> 00:01:07.567 It's so nice to see the positivity. 00:01:07.927 --> 00:01:09.009 So funny you mention that. 00:01:09.069 --> 00:01:10.930 I was driving this morning and I work 00:01:10.971 --> 00:01:12.552 mostly from home, then travel. 00:01:13.716 --> 00:01:14.837 The funny part was when I was in 00:01:14.938 --> 00:01:16.760 radio, I was in the car a lot, 00:01:16.840 --> 00:01:18.983 which was notoriously one of the places 00:01:19.022 --> 00:01:20.144 you consume radio. 00:01:20.203 --> 00:01:21.566 So while I was ever in the car 00:01:21.605 --> 00:01:22.406 when I was in radio, 00:01:22.727 --> 00:01:24.087 I always made it a point to have 00:01:24.128 --> 00:01:25.930 the radio on and listen to things that 00:01:25.950 --> 00:01:26.990 were not just ours. 00:01:27.451 --> 00:01:28.793 And it does put you in that similar 00:01:28.832 --> 00:01:31.016 mindset of your consumer. 00:01:31.777 --> 00:01:32.337 People don't... 00:01:33.138 --> 00:01:36.379 We don't notice it because we're blind to 00:01:36.438 --> 00:01:36.519 it, 00:01:36.679 --> 00:01:39.079 how wide the aisles are at a grocery 00:01:39.120 --> 00:01:41.581 store or how big a Buc-ee's is. 00:01:41.980 --> 00:01:43.001 Somebody had a comment like, 00:01:43.281 --> 00:01:44.902 it's as big as our parliament. 00:01:46.043 --> 00:01:48.683 There is a gas station in America as 00:01:48.804 --> 00:01:50.603 large as our Capitol building. 00:01:50.884 --> 00:01:52.444 And we drive past and we go, oh, 00:01:52.484 --> 00:01:53.944 yeah, that's pretty big. 00:01:54.266 --> 00:01:55.646 The third time you drive past it, 00:01:55.686 --> 00:01:56.745 like Seth Godin would say, 00:01:57.046 --> 00:01:57.746 it's Purple Cow. 00:01:58.447 --> 00:01:59.647 But you don't notice it anymore. 00:01:59.987 --> 00:02:00.668 Yeah. 00:02:00.688 --> 00:02:01.829 Well, do you know the delicacy? 00:02:01.849 --> 00:02:03.331 You've heard this then if you're paying 00:02:03.471 --> 00:02:04.371 attention to the World Cup. 00:02:04.391 --> 00:02:06.813 The delicacy that people are – even the 00:02:06.894 --> 00:02:10.217 TSA, Transportation Safety Administration, 00:02:10.597 --> 00:02:11.538 is giving heads up. 00:02:11.557 --> 00:02:12.479 I'm sure you know this one. 00:02:13.218 --> 00:02:14.661 Let's see if Dave knows. 00:02:14.941 --> 00:02:16.782 Do you know the delicacy that Europeans 00:02:17.043 --> 00:02:18.063 are – 00:02:18.575 --> 00:02:20.477 infatuated with to the point where they're 00:02:20.537 --> 00:02:22.637 trying to take it home in their carry-ons 00:02:22.657 --> 00:02:26.237 but because it's our liquid our our crappy 00:02:26.258 --> 00:02:30.498 food our horrible it's a condiment ranch 00:02:30.519 --> 00:02:33.780 dressing baby i did i did hear that 00:02:34.500 --> 00:02:36.820 i did there were crazy over ranch they 00:02:37.300 --> 00:02:39.381 they're surprised europeans you're not 00:02:39.401 --> 00:02:40.481 missing anything you're not missing 00:02:40.521 --> 00:02:41.521 anything with the ranch 00:02:42.349 --> 00:02:43.790 Oh, nowadays. 00:02:43.811 --> 00:02:44.330 I don't know, man. 00:02:44.591 --> 00:02:46.632 The funny part is it was Italians. 00:02:46.752 --> 00:02:47.072 And I'm like, 00:02:47.092 --> 00:02:48.353 do you know what I don't want to 00:02:48.393 --> 00:02:50.233 see in Italy on the menu? 00:02:50.372 --> 00:02:50.653 Ranch. 00:02:50.873 --> 00:02:51.713 I like that here. 00:02:51.993 --> 00:02:53.094 I don't want to see that on the 00:02:53.134 --> 00:02:53.794 menu in Italy. 00:02:53.974 --> 00:02:55.336 I love pizza with ranch. 00:02:55.415 --> 00:02:56.675 Dipping pizza in ranch. 00:02:56.716 --> 00:03:00.117 Oh, my Lord. 00:03:00.177 --> 00:03:00.538 Oh, my Lord. 00:03:00.578 --> 00:03:00.997 Oh, my Lord. 00:03:01.038 --> 00:03:01.858 I was more of a, 00:03:01.918 --> 00:03:03.118 if it's two o'clock in the morning, 00:03:03.139 --> 00:03:04.599 you dip the pizza in blue cheese. 00:03:04.639 --> 00:03:05.939 That was the thing I didn't see coming 00:03:05.960 --> 00:03:06.759 that I would enjoy. 00:03:06.780 --> 00:03:07.781 Yeah. 00:03:10.679 --> 00:03:11.039 All right. 00:03:11.060 --> 00:03:12.401 Let's get into it. 00:03:12.420 --> 00:03:13.643 You shared an ad. 00:03:13.703 --> 00:03:14.183 I've got it. 00:03:14.264 --> 00:03:15.504 I can bring it up on screen. 00:03:15.525 --> 00:03:17.927 You shared the one yesterday and you were 00:03:17.967 --> 00:03:20.070 saying you had some feelings about it. 00:03:21.152 --> 00:03:21.592 Dave, 00:03:21.612 --> 00:03:23.134 why don't you describe the ad while I 00:03:23.395 --> 00:03:24.657 work my magic to get it up on 00:03:24.717 --> 00:03:25.298 screen here? 00:03:26.894 --> 00:03:28.556 Yeah, this was on Instagram. 00:03:28.596 --> 00:03:29.957 I think it was it was like one 00:03:29.997 --> 00:03:30.838 of those story ads. 00:03:30.859 --> 00:03:32.441 Like if you're looking at stories and they 00:03:32.461 --> 00:03:33.362 throw an ad in front of you. 00:03:33.383 --> 00:03:35.545 So it was not in the news feed. 00:03:35.686 --> 00:03:36.567 And you can see it's kind of like 00:03:36.586 --> 00:03:39.129 the full the full size of the phone. 00:03:39.150 --> 00:03:41.073 So this was like a like a story 00:03:41.393 --> 00:03:41.533 ad. 00:03:42.234 --> 00:03:42.933 a story ad. 00:03:43.373 --> 00:03:43.675 And again, 00:03:43.694 --> 00:03:44.735 not to pick on this physical therapist. 00:03:44.775 --> 00:03:46.414 I think he's in the area in the 00:03:46.455 --> 00:03:47.716 New York city area of redefined physical 00:03:47.735 --> 00:03:48.455 therapy, not a big deal, 00:03:48.475 --> 00:03:51.516 but I just looked at this and I 00:03:51.556 --> 00:03:52.116 sent it to you guys. 00:03:52.176 --> 00:03:52.516 I do. 00:03:52.537 --> 00:03:53.037 This is what we do. 00:03:53.056 --> 00:03:54.237 I don't know if the audience, 00:03:54.358 --> 00:03:55.337 I think the audience knows by now, 00:03:55.377 --> 00:03:56.918 like we just screenshot stuff or we'll 00:03:56.937 --> 00:03:57.699 send links to each other. 00:03:57.718 --> 00:03:58.399 And we're kind of like, 00:03:58.959 --> 00:04:01.258 Like this is awesome or this is horrible 00:04:01.438 --> 00:04:02.159 or like, yeah, 00:04:02.180 --> 00:04:03.219 what do you guys think or whatever? 00:04:03.300 --> 00:04:05.159 So I sent this to you guys and 00:04:05.719 --> 00:04:06.300 to me, it just, 00:04:06.460 --> 00:04:08.020 it just looks or feels like cheap. 00:04:08.040 --> 00:04:09.760 I don't know if it's the, the gold, 00:04:10.001 --> 00:04:13.181 the gold, uh, circle banner with like the, 00:04:13.241 --> 00:04:15.102 almost like the ribbon or the, or the, 00:04:15.181 --> 00:04:16.641 the, yeah, like the sticker. 00:04:17.083 --> 00:04:18.923 It just looks, it looks cheap. 00:04:18.963 --> 00:04:20.523 It looks like it was made probably on 00:04:20.603 --> 00:04:22.684 chat GPT or Gemini or Claude or something. 00:04:22.923 --> 00:04:23.584 And, um, yeah, 00:04:25.560 --> 00:04:27.060 I don't know. 00:04:27.081 --> 00:04:28.242 There's nothing wrong with you. 00:04:28.262 --> 00:04:30.163 You should absolutely use those tools to 00:04:30.202 --> 00:04:31.303 get in front of your ideal patient. 00:04:31.343 --> 00:04:33.685 And maybe this resonates with their ideal 00:04:33.725 --> 00:04:34.004 patient. 00:04:34.326 --> 00:04:35.567 Maybe this ad is crushing it. 00:04:35.607 --> 00:04:36.867 In the coming weeks and months, 00:04:37.548 --> 00:04:38.408 especially, you know, 00:04:38.447 --> 00:04:39.949 let's say in the next six to twelve 00:04:39.968 --> 00:04:41.730 months, if I keep seeing this ad, 00:04:41.771 --> 00:04:42.790 then I will send it to you guys 00:04:42.831 --> 00:04:44.752 again and say, hey, obviously, 00:04:44.992 --> 00:04:45.692 obviously I was wrong. 00:04:45.872 --> 00:04:46.233 Obviously, 00:04:46.252 --> 00:04:48.134 this ad is working because this physical 00:04:48.154 --> 00:04:48.694 therapy practice is 00:04:48.754 --> 00:04:50.096 still running it and you're only going to 00:04:50.115 --> 00:04:52.218 keep running ads for multiple weeks or 00:04:52.237 --> 00:04:54.119 months if it's crushing or if it's doing 00:04:54.158 --> 00:04:59.142 well my initial response was this looks 00:04:59.163 --> 00:05:00.725 kind of tacky or something i don't know 00:05:00.745 --> 00:05:02.846 what do you guys think tony what's your 00:05:02.906 --> 00:05:04.427 what's your initial gut reaction here with 00:05:04.466 --> 00:05:04.827 this thing 00:05:05.720 --> 00:05:06.161 Yeah, I mean, 00:05:06.180 --> 00:05:07.742 you got to talk to the person who 00:05:07.802 --> 00:05:08.483 posted it. 00:05:08.882 --> 00:05:10.785 What is their idea behind it? 00:05:10.824 --> 00:05:12.305 What's the intent behind it? 00:05:12.367 --> 00:05:14.889 Free vouchers is just weird anyway. 00:05:16.571 --> 00:05:20.093 I've always said I could fly a flag 00:05:20.595 --> 00:05:22.435 like the two crazies who were on the 00:05:22.516 --> 00:05:23.658 Empire State Building. 00:05:23.697 --> 00:05:23.858 Yeah. 00:05:24.418 --> 00:05:27.259 And I could say free physical therapy for 00:05:27.278 --> 00:05:28.839 a month and it wouldn't make any 00:05:28.879 --> 00:05:29.240 difference. 00:05:29.300 --> 00:05:31.401 Nobody cares about free physical therapy, 00:05:31.440 --> 00:05:32.821 at least not in my world. 00:05:33.860 --> 00:05:35.862 It's not going to be like Chick-fil-A can 00:05:35.901 --> 00:05:37.562 give you a free sandwich and the line 00:05:37.603 --> 00:05:39.302 is out the door around the block. 00:05:39.863 --> 00:05:41.584 Nobody is going to line up for free 00:05:41.624 --> 00:05:42.463 physical therapy. 00:05:42.805 --> 00:05:44.204 There's no value in that. 00:05:45.446 --> 00:05:46.505 Yeah. 00:05:50.485 --> 00:05:50.745 For me, 00:05:50.786 --> 00:05:51.846 I would need to know the goals. 00:05:51.906 --> 00:05:53.028 But now that we're looking at this ad 00:05:53.069 --> 00:05:53.528 together, 00:05:53.629 --> 00:05:55.630 there's like four things that's going on 00:05:55.690 --> 00:05:56.031 here. 00:05:56.853 --> 00:05:57.612 There's too much. 00:05:58.194 --> 00:05:59.175 I don't know where my eye is supposed 00:05:59.194 --> 00:05:59.555 to go. 00:05:59.595 --> 00:06:00.716 Am I supposed to go to the image? 00:06:00.956 --> 00:06:02.137 Then there's a bulleted list. 00:06:02.458 --> 00:06:03.779 Then there's a free voucher thing. 00:06:03.800 --> 00:06:04.800 Then there's a claim your spot. 00:06:05.141 --> 00:06:06.081 I get what you're trying to do with 00:06:06.122 --> 00:06:06.742 scarcity. 00:06:07.262 --> 00:06:08.204 Fifty is not the number. 00:06:08.964 --> 00:06:10.466 If you're trying to do scarcity, I'm like, 00:06:10.526 --> 00:06:11.007 I'll take my time. 00:06:11.026 --> 00:06:11.408 Three, five, seven. 00:06:13.329 --> 00:06:14.771 Ironically, as dumb as it sounds, 00:06:14.891 --> 00:06:16.514 I read stuff like this and they say 00:06:16.713 --> 00:06:18.755 odd numbers actually perform better for 00:06:18.815 --> 00:06:19.516 some stupid reason. 00:06:19.896 --> 00:06:20.899 But fifty ain't it. 00:06:20.939 --> 00:06:21.959 Because if you've got fifty, 00:06:22.040 --> 00:06:22.901 I'll come back in a week. 00:06:22.961 --> 00:06:23.762 Let me know what you've got. 00:06:24.274 --> 00:06:25.716 But they're trying something. 00:06:25.915 --> 00:06:27.036 They are trying something. 00:06:27.055 --> 00:06:27.576 Unfortunately, 00:06:27.596 --> 00:06:28.377 I think in this particular ad, 00:06:28.396 --> 00:06:30.677 they're trying seven things at once. 00:06:31.358 --> 00:06:33.079 Avoid surgery and get back to an active 00:06:33.119 --> 00:06:33.399 life. 00:06:33.978 --> 00:06:34.879 That should have been it. 00:06:35.300 --> 00:06:36.459 But when you're sitting there, 00:06:36.560 --> 00:06:39.641 I get when you've got Canva and it'll 00:06:39.661 --> 00:06:41.281 just let me keep adding things. 00:06:44.223 --> 00:06:45.803 Now, I will give them this thing, 00:06:45.843 --> 00:06:47.464 although this doesn't look it. 00:06:48.545 --> 00:06:49.545 Have you heard about 00:06:50.326 --> 00:06:54.430 the issue with the company rei and they 00:06:54.490 --> 00:06:58.654 didn't run an ad but meta used ai 00:06:58.735 --> 00:07:01.557 and ran an ad for them i think 00:07:01.577 --> 00:07:04.139 this is meta's way of pushing out like 00:07:04.180 --> 00:07:05.661 well we'll have rei do it and then 00:07:05.682 --> 00:07:07.302 we can sell it to the redefined physical 00:07:07.322 --> 00:07:09.524 therapies the problem was they took 00:07:09.584 --> 00:07:12.067 content from rei's page 00:07:12.848 --> 00:07:17.069 used an ai ad generator generated it but 00:07:17.430 --> 00:07:19.850 rei got crap because they're all about 00:07:20.269 --> 00:07:22.290 nature and of course what's the opposite 00:07:22.331 --> 00:07:25.151 of nature data centers right so rei wants 00:07:25.172 --> 00:07:26.932 to be as clean i bet you they're 00:07:26.951 --> 00:07:28.072 a company that comes out and says we 00:07:28.112 --> 00:07:30.052 only use real images taken by real 00:07:30.072 --> 00:07:32.814 photography but here's the image can you 00:07:32.894 --> 00:07:36.194 spot the problem with the rei ad i 00:07:36.214 --> 00:07:37.956 don't know if you guys are cycling experts 00:07:40.365 --> 00:07:40.944 The pedals? 00:07:41.586 --> 00:07:42.286 Oh, the handlebars. 00:07:42.326 --> 00:07:43.627 The handlebars behind the seat. 00:07:43.906 --> 00:07:45.307 Yes, look, there's two handles. 00:07:45.327 --> 00:07:46.449 Which way are you supposed to ride that 00:07:46.488 --> 00:07:47.810 bike? 00:07:47.870 --> 00:07:50.331 The AI put handlebars. 00:07:50.372 --> 00:07:51.533 It's a mountain bike. 00:07:51.833 --> 00:07:53.593 So the mountain bike is going from my 00:07:53.653 --> 00:07:54.935 right to my left if you watch the 00:07:54.975 --> 00:07:55.214 screen. 00:07:55.654 --> 00:07:57.596 But the AI put handlebars. 00:07:57.637 --> 00:07:58.677 It didn't know what to do. 00:07:58.737 --> 00:08:02.300 It put another set of handlebars going the 00:08:02.339 --> 00:08:03.180 wrong way, 00:08:03.261 --> 00:08:04.901 which would be an uncomfortable bike seat. 00:08:05.422 --> 00:08:06.843 So I was going to give them this 00:08:06.903 --> 00:08:08.184 organization, the PT organization, 00:08:08.204 --> 00:08:09.024 the benefit of the doubt. 00:08:09.444 --> 00:08:11.406 But that's what happens when you give all 00:08:11.447 --> 00:08:14.850 creative control and there's no checks. 00:08:15.310 --> 00:08:18.632 Larry Benz has an episode of his podcast, 00:08:18.653 --> 00:08:19.153 The Operator. 00:08:19.233 --> 00:08:19.853 I helped produce it. 00:08:20.293 --> 00:08:20.714 I'm on it. 00:08:21.675 --> 00:08:24.278 He had a great line for his episode 00:08:24.298 --> 00:08:24.658 that comes... 00:08:25.298 --> 00:08:26.358 The article came out yesterday. 00:08:26.699 --> 00:08:27.940 His podcast will drop today. 00:08:28.581 --> 00:08:29.021 And he said... 00:08:30.216 --> 00:08:32.519 autopilot flies the plane. 00:08:32.879 --> 00:08:34.442 If there's an altitude change, 00:08:34.481 --> 00:08:35.101 it does that. 00:08:35.142 --> 00:08:36.224 It does some turns, 00:08:36.663 --> 00:08:38.505 but human beings take off and land. 00:08:39.027 --> 00:08:40.447 And when the red light goes off, 00:08:40.788 --> 00:08:42.210 autopilot says, grab the wheel again. 00:08:42.269 --> 00:08:43.331 Now you're in charge. 00:08:44.131 --> 00:08:46.014 So I think it's okay to have AI 00:08:46.073 --> 00:08:47.355 do some of these things, 00:08:47.995 --> 00:08:49.157 but you should have someone look at it 00:08:49.177 --> 00:08:49.398 and go, 00:08:50.845 --> 00:08:52.145 does this pass the smell test? 00:08:52.306 --> 00:08:53.226 Does this feel good to you? 00:08:53.527 --> 00:08:55.028 Does this, like the first thing we said, 00:08:55.129 --> 00:08:57.650 does this accomplish the goal we set out 00:08:57.671 --> 00:08:58.652 to accomplish? 00:08:59.011 --> 00:09:01.854 So A for music doing something, 00:09:01.874 --> 00:09:03.135 I don't know, not an A, 00:09:03.196 --> 00:09:05.037 C plus for doing something or a C, 00:09:05.197 --> 00:09:08.779 I don't know, what's it? 00:09:08.820 --> 00:09:09.980 Maybe a B or C, yeah. 00:09:11.101 --> 00:09:11.702 I was going to say, 00:09:11.802 --> 00:09:13.004 so I like the, 00:09:13.024 --> 00:09:13.965 I do like the headline. 00:09:14.404 --> 00:09:16.726 I'm fine with the yellow accent on active 00:09:16.787 --> 00:09:17.107 life. 00:09:18.447 --> 00:09:20.048 I don't know about get a free again. 00:09:20.349 --> 00:09:20.908 That's another thing. 00:09:20.928 --> 00:09:22.869 Like we have, when our, 00:09:22.928 --> 00:09:24.249 when I have new therapists, by the way, 00:09:24.328 --> 00:09:25.190 like get ramped up, 00:09:25.269 --> 00:09:26.769 we'll reach back out to like previous 00:09:26.809 --> 00:09:27.230 clients. 00:09:27.610 --> 00:09:30.051 And as goodwill we'll announce like over 00:09:30.091 --> 00:09:31.870 text or email to our previous clients, 00:09:32.270 --> 00:09:33.812 like, Hey, we have Dr. Andrew. 00:09:33.851 --> 00:09:36.672 Hey, we have Dr. Ethan now to get, 00:09:36.692 --> 00:09:36.932 you know, 00:09:36.991 --> 00:09:38.111 basically it's like to get them busy. 00:09:38.152 --> 00:09:39.552 We'll offer previous clients a 00:09:39.592 --> 00:09:40.472 complimentary visit. 00:09:40.493 --> 00:09:41.633 But I used to say free, 00:09:41.712 --> 00:09:42.633 I used to say the word free, 00:09:42.653 --> 00:09:43.894 you know, words matter. 00:09:43.933 --> 00:09:44.614 Words are important. 00:09:45.433 --> 00:09:46.955 So we used to say, you know, 00:09:47.014 --> 00:09:48.196 free visit with Andrew, 00:09:48.216 --> 00:09:48.916 free visit with Dr. 00:09:48.975 --> 00:09:50.836 Ethan and it expires next Friday. 00:09:50.897 --> 00:09:53.077 Now it's like instead of two weeks, 00:09:53.118 --> 00:09:53.859 it's like one week. 00:09:54.078 --> 00:09:54.818 Now, all of a sudden, 00:09:54.999 --> 00:09:55.879 more people grab it. 00:09:55.919 --> 00:09:58.301 More people do it because we're big, 00:09:58.321 --> 00:09:58.802 dumb animals. 00:10:00.341 --> 00:10:02.163 The aesthetic real quick of the ad. 00:10:02.364 --> 00:10:04.825 Another thing that I think distracts is 00:10:04.865 --> 00:10:06.265 that there's two different images. 00:10:06.346 --> 00:10:06.505 Right. 00:10:06.586 --> 00:10:08.826 I think it's probably it's probably best 00:10:08.846 --> 00:10:10.347 to do one image per ad. 00:10:10.908 --> 00:10:11.668 And again, 00:10:12.921 --> 00:10:13.541 I could be wrong, 00:10:13.581 --> 00:10:15.361 but with doing these ads, 00:10:15.381 --> 00:10:16.282 and by the way, 00:10:16.361 --> 00:10:18.243 I'm maybe in the future, 00:10:18.263 --> 00:10:18.783 in the near future, 00:10:18.802 --> 00:10:20.543 getting back into some meta ads to test, 00:10:21.023 --> 00:10:22.703 but you have to have like a ton 00:10:22.744 --> 00:10:23.224 of creative. 00:10:23.264 --> 00:10:24.403 Like every time you run an ad, 00:10:24.663 --> 00:10:26.585 there's gotta be like dozens of 00:10:26.644 --> 00:10:27.445 variations. 00:10:27.764 --> 00:10:28.505 And then you just like, 00:10:28.586 --> 00:10:29.365 you pick the winner, 00:10:29.405 --> 00:10:30.265 you see which one's winning, 00:10:30.326 --> 00:10:31.566 and then you just double down on that. 00:10:31.966 --> 00:10:34.346 Then you make more new versions that 00:10:34.787 --> 00:10:37.368 models closer to the ones that already 00:10:37.408 --> 00:10:37.908 were winning. 00:10:37.988 --> 00:10:39.428 And then you continue to refine it and 00:10:39.448 --> 00:10:39.869 refine it. 00:10:40.828 --> 00:10:43.830 This with two images is distracting, 00:10:43.850 --> 00:10:43.950 right? 00:10:43.970 --> 00:10:46.191 It's like one headline, top to bottom, 00:10:46.230 --> 00:10:48.351 my eyes go headline, sub headline. 00:10:48.611 --> 00:10:49.491 Now it's like two images. 00:10:49.532 --> 00:10:49.952 So it's like, 00:10:50.092 --> 00:10:51.192 do I look left or right? 00:10:51.472 --> 00:10:52.313 Then like you said, Jimmy, 00:10:52.333 --> 00:10:53.514 I got the bulleted list on the left. 00:10:53.553 --> 00:10:56.674 I got the the fifty free voucher sticker 00:10:56.754 --> 00:10:58.096 and claim your spot, you know, 00:10:58.456 --> 00:11:00.797 call to action in like yellow orangish. 00:11:01.996 --> 00:11:03.197 It's just a lot going on. 00:11:03.298 --> 00:11:04.658 So again, 00:11:05.158 --> 00:11:06.538 we could see if I keep getting hit 00:11:06.557 --> 00:11:09.379 with this ad in a month or two, 00:11:09.739 --> 00:11:10.759 I'll share it with you guys again. 00:11:10.779 --> 00:11:12.620 I'll be like, hey, we're still running it. 00:11:12.659 --> 00:11:14.961 I recorded radio versions of this that 00:11:14.980 --> 00:11:17.140 just sounded like I'm talking about one 00:11:17.181 --> 00:11:18.522 thing, then another, then another. 00:11:18.662 --> 00:11:19.961 You know what we call this in radio? 00:11:21.221 --> 00:11:22.602 We call this ten pounds of shit in 00:11:22.623 --> 00:11:23.403 a five pound bag. 00:11:23.562 --> 00:11:24.523 It just doesn't fit. 00:11:24.682 --> 00:11:26.083 It ain't accomplishing the goal. 00:11:26.283 --> 00:11:27.364 It looks mushy. 00:11:27.423 --> 00:11:28.464 It's busting out the sides. 00:11:28.923 --> 00:11:30.184 What would you have done with this? 00:11:32.307 --> 00:11:33.308 And this is, what was the story? 00:11:33.328 --> 00:11:34.068 This came out late. 00:11:34.149 --> 00:11:36.630 So this was people climbed, what? 00:11:37.812 --> 00:11:38.412 Yeah, 00:11:38.432 --> 00:11:42.115 a couple climbed to the very extreme tip 00:11:42.154 --> 00:11:43.076 of the Empire State Building, 00:11:43.096 --> 00:11:43.775 which is insane. 00:11:43.816 --> 00:11:44.437 That's insane. 00:11:44.456 --> 00:11:46.638 I don't know if you saw this, 00:11:46.677 --> 00:11:47.818 but yesterday on Instagram, 00:11:48.220 --> 00:11:48.940 in the evening, 00:11:49.360 --> 00:11:52.482 there was a post from Netflix that was, 00:11:53.023 --> 00:11:53.864 I think this couple, 00:11:54.464 --> 00:11:55.825 Oh, yeah. 00:11:56.304 --> 00:11:57.566 And they did a documentary then. 00:11:57.666 --> 00:12:00.126 And I think that there might be something 00:12:00.167 --> 00:12:01.408 coming out with them again. 00:12:01.508 --> 00:12:06.149 And I think this proposal media, I think, 00:12:06.169 --> 00:12:07.951 is a media stunt probably backed by 00:12:08.010 --> 00:12:08.551 Netflix. 00:12:09.871 --> 00:12:10.211 I don't know. 00:12:10.272 --> 00:12:10.993 I don't know for sure. 00:12:11.173 --> 00:12:11.773 I don't know for sure. 00:12:12.113 --> 00:12:13.833 Maybe it'll come out this week or today 00:12:13.874 --> 00:12:14.274 or something. 00:12:14.315 --> 00:12:16.095 But that's my hunch. 00:12:16.115 --> 00:12:17.635 And, you know, then I don't know. 00:12:17.796 --> 00:12:17.875 Well, 00:12:17.916 --> 00:12:19.437 the city of New York and Netflix and 00:12:19.576 --> 00:12:20.798 Netflix will just pay a fine. 00:12:21.383 --> 00:12:22.744 You guys know me and you might roll 00:12:22.764 --> 00:12:23.044 your eyes, 00:12:23.065 --> 00:12:24.466 but of course I see something and then 00:12:24.505 --> 00:12:24.886 I'm like, oh, 00:12:24.907 --> 00:12:25.807 I have a story for that. 00:12:26.347 --> 00:12:29.672 So AAA baseball in Scranton, 00:12:31.092 --> 00:12:33.235 the local team became the AAA Yankees. 00:12:33.535 --> 00:12:34.476 And when that happened, 00:12:34.817 --> 00:12:37.519 they changed from the Phillies to the AAA 00:12:37.539 --> 00:12:38.721 affiliate Yankees in the Scranton. 00:12:39.221 --> 00:12:40.682 We couldn't get in the stadium the first 00:12:40.722 --> 00:12:43.385 game because our media competitors had 00:12:43.446 --> 00:12:44.086 media rights. 00:12:45.000 --> 00:12:47.322 And the lead singer of Breaking Benjamin, 00:12:47.363 --> 00:12:48.544 which is a band we played the crap 00:12:48.585 --> 00:12:48.784 out of, 00:12:48.904 --> 00:12:50.186 was going to sing the national anthem. 00:12:50.527 --> 00:12:51.467 We could not be there. 00:12:51.687 --> 00:12:52.688 So, of course, Jimmy goes, 00:12:53.188 --> 00:12:54.090 I'm going to figure out a way to 00:12:54.129 --> 00:12:54.429 do that. 00:12:54.811 --> 00:12:56.072 The stadium was sort of built in a 00:12:56.111 --> 00:12:56.451 valley. 00:12:57.355 --> 00:12:58.936 And in left field was a mall and 00:12:59.636 --> 00:13:00.697 an Italian restaurant. 00:13:01.458 --> 00:13:05.142 I took the vinyl from one of our 00:13:05.221 --> 00:13:05.942 billboards. 00:13:06.163 --> 00:13:07.102 Like when they take it down, 00:13:07.123 --> 00:13:08.365 they ask if you want it or shred 00:13:08.384 --> 00:13:08.424 it. 00:13:08.465 --> 00:13:09.404 I go, oh, I want that. 00:13:09.985 --> 00:13:11.366 And it just had a young woman in 00:13:11.386 --> 00:13:12.207 a tank top that said, 00:13:12.347 --> 00:13:14.110 I'm your next ex-girlfriend because the 00:13:14.129 --> 00:13:15.750 radio station was ninety seven nine X. 00:13:16.291 --> 00:13:19.254 And when they said and the home of 00:13:19.333 --> 00:13:20.095 the brave. 00:13:20.654 --> 00:13:24.638 We unfurled our banner in left field so 00:13:24.677 --> 00:13:26.379 the entire stadium could see it, 00:13:26.658 --> 00:13:29.120 but we weren't on the field. 00:13:29.140 --> 00:13:31.741 So this is hijacking someone else's 00:13:31.802 --> 00:13:32.383 visibility. 00:13:32.822 --> 00:13:33.923 What do you think it would cost to 00:13:33.964 --> 00:13:34.984 get a logo on the top of the 00:13:35.043 --> 00:13:35.504 NFL stadium? 00:13:35.965 --> 00:13:38.046 incalculable you'll never get that money 00:13:38.066 --> 00:13:40.226 back but it's a step forward it doesn't 00:13:40.267 --> 00:13:42.327 have to be a billion dollars ours was 00:13:42.388 --> 00:13:44.128 cute for a moment i got yelled at 00:13:44.508 --> 00:13:46.528 by it because of course you know the 00:13:46.589 --> 00:13:47.809 stadium was like you can't do that i'm 00:13:47.830 --> 00:13:49.210 like oh it's not your rocks i can 00:13:49.230 --> 00:13:51.130 climb on rock but of course i was 00:13:51.191 --> 00:13:52.532 never going to do the same gag again 00:13:52.672 --> 00:13:54.773 anyway it was the point but i think 00:13:54.793 --> 00:13:56.793 you're right tony like you could do 00:13:56.812 --> 00:14:00.434 whatever you want and for what we provide 00:14:01.014 --> 00:14:03.235 it's is it because it's too abstract 00:14:06.764 --> 00:14:11.309 I'm thinking, I don't know. 00:14:11.331 --> 00:14:12.131 Tony, I don't know if you saw, 00:14:12.152 --> 00:14:13.714 but at least the people that I follow 00:14:13.734 --> 00:14:15.296 on Instagram in the New York City area, 00:14:15.375 --> 00:14:19.081 people started to hijack that stunt and 00:14:19.140 --> 00:14:22.745 have their own stuff AI on a banner. 00:14:22.787 --> 00:14:23.607 And it was like, you know, 00:14:24.412 --> 00:14:26.693 weight loss opportunity in new york city 00:14:26.774 --> 00:14:28.676 or whatever or you know personal training 00:14:28.696 --> 00:14:30.956 we're the best whatever and like it's the 00:14:31.017 --> 00:14:33.318 two it's the two the russian the russian 00:14:33.359 --> 00:14:34.419 couple that went up to the top of 00:14:34.440 --> 00:14:35.581 the empire state building that got 00:14:35.640 --> 00:14:37.923 arrested for and they you know they just 00:14:37.942 --> 00:14:38.703 changed the world 00:14:39.557 --> 00:14:40.278 And they just changed the word. 00:14:40.298 --> 00:14:42.340 So like, but that was multiple people. 00:14:42.379 --> 00:14:43.041 And it's so funny. 00:14:43.061 --> 00:14:43.380 Like, 00:14:43.442 --> 00:14:44.643 I know we've all seen this where like 00:14:44.682 --> 00:14:46.144 something happens and then like people 00:14:46.184 --> 00:14:47.846 pile on and do like an AI version 00:14:48.167 --> 00:14:50.009 for themselves for like self-promotion. 00:14:50.168 --> 00:14:51.730 I'm totally fine with self-promotion. 00:14:52.211 --> 00:14:53.013 But Tony, 00:14:53.033 --> 00:14:54.134 you didn't see any of that on your 00:14:54.193 --> 00:14:55.975 newsfeed yesterday afternoon or evening? 00:14:55.995 --> 00:14:56.636 Absolutely. 00:14:56.756 --> 00:14:57.457 I saw that. 00:14:57.577 --> 00:14:58.739 I'm going to share an image. 00:14:59.820 --> 00:15:02.822 um i don't know this meme this meme 00:15:02.842 --> 00:15:05.325 yeah this meme is just filling my feed 00:15:05.424 --> 00:15:08.047 the wmba girl who's pointing at the other 00:15:08.067 --> 00:15:11.090 girl who says don't point at me um 00:15:11.110 --> 00:15:14.052 there are so many like hilarious takes on 00:15:14.192 --> 00:15:17.215 it like that girl in the physical therapy 00:15:17.235 --> 00:15:18.976 clinic pointing and then the therapist 00:15:19.017 --> 00:15:20.038 pointing back and 00:15:20.898 --> 00:15:23.059 I've been seeing this trend on Instagram 00:15:23.260 --> 00:15:25.962 where it's like gangster, gangsta, 00:15:26.624 --> 00:15:28.885 and they're CrossFit gyms. 00:15:29.145 --> 00:15:30.668 And the person will walk by the other 00:15:30.707 --> 00:15:32.408 gym and they'll pull up their shirt and 00:15:32.428 --> 00:15:34.471 they show a dumbbell, you know, 00:15:34.510 --> 00:15:35.231 like a gun. 00:15:35.873 --> 00:15:38.274 And there are just so many of these 00:15:38.335 --> 00:15:41.677 things that, yeah, totally. 00:15:41.738 --> 00:15:43.220 Why is it not the massage gun? 00:15:45.450 --> 00:15:46.669 Yeah, but it's the yes and. 00:15:46.690 --> 00:15:47.509 It's the ultimate, 00:15:47.590 --> 00:15:48.750 what can I take out of this? 00:15:48.850 --> 00:15:51.931 And I don't have to re-explain the rules. 00:15:51.971 --> 00:15:53.010 This is why when I used to do 00:15:53.071 --> 00:15:54.110 radio bar events, 00:15:54.471 --> 00:15:55.812 I didn't do complicated games. 00:15:56.111 --> 00:15:57.091 I did musical chairs, 00:15:57.451 --> 00:15:59.211 but with adults and drunk people. 00:15:59.412 --> 00:16:00.793 Because I didn't need to explain anything. 00:16:00.832 --> 00:16:02.393 It was simple and you already understood 00:16:02.413 --> 00:16:03.092 the gag. 00:16:03.533 --> 00:16:06.114 And that's why a play on these is 00:16:06.173 --> 00:16:06.933 pretty brilliant. 00:16:07.053 --> 00:16:09.474 And I mean, simple, quick, in and out. 00:16:09.793 --> 00:16:11.114 I've got a friend, Kay, 00:16:11.354 --> 00:16:12.754 who runs the Instagram page, 00:16:12.815 --> 00:16:13.995 DPTs with Anxiety. 00:16:14.014 --> 00:16:14.654 In the kitchen. 00:16:14.855 --> 00:16:16.576 that's the whole strategy that's the whole 00:16:16.596 --> 00:16:18.779 strategy she'll see this and then she does 00:16:18.860 --> 00:16:20.682 nine versions of it puts it out and 00:16:20.701 --> 00:16:22.063 everyone's like oh that's this is my 00:16:22.104 --> 00:16:23.826 favorite oh i like how you spun that 00:16:24.265 --> 00:16:26.489 it's yes and when something popped 00:16:27.403 --> 00:16:28.943 like the Empire State Building thing, 00:16:29.683 --> 00:16:31.325 you knew what our entire radio station was 00:16:31.345 --> 00:16:33.885 talking about, mocking, loving, hating. 00:16:33.905 --> 00:16:34.745 There's no mayonnaise. 00:16:35.025 --> 00:16:36.386 It's always ranch dressing, baby. 00:16:36.407 --> 00:16:37.287 It's got to be one way or the 00:16:37.307 --> 00:16:37.447 other. 00:16:37.486 --> 00:16:38.027 No mayonnaise. 00:16:38.047 --> 00:16:38.826 It's got to be a little spice. 00:16:39.248 --> 00:16:40.528 We were either going to love it and 00:16:40.768 --> 00:16:41.067 own it, 00:16:41.107 --> 00:16:42.109 or we were going to trash it and 00:16:42.129 --> 00:16:42.729 tear it down. 00:16:43.068 --> 00:16:44.350 And then, forty-eight hours later, 00:16:44.529 --> 00:16:45.149 we were gone with it. 00:16:47.336 --> 00:16:49.537 Just so the viewers and Dave knows we're 00:16:49.557 --> 00:16:51.397 wrapping today's episode at nine. 00:16:51.437 --> 00:16:53.177 So we have about eleven more minutes. 00:16:53.658 --> 00:16:54.618 Yeah. 00:16:54.638 --> 00:16:55.479 But the question is, 00:16:55.538 --> 00:16:57.938 so now now we go back to reality. 00:16:58.438 --> 00:16:59.840 Now we say, OK, 00:16:59.960 --> 00:17:01.460 does this turn into money? 00:17:01.519 --> 00:17:03.461 Does this put dollars in our pocket? 00:17:03.921 --> 00:17:05.561 Is this just for, you know, 00:17:05.602 --> 00:17:06.781 vanity metrics? 00:17:07.281 --> 00:17:08.182 I will say, though, 00:17:08.663 --> 00:17:10.002 a couple of weeks or a week or 00:17:10.063 --> 00:17:10.603 two ago, 00:17:10.663 --> 00:17:12.943 we shared the Home Depot do it yourself 00:17:12.983 --> 00:17:15.065 total knee replacement image that I 00:17:15.105 --> 00:17:15.704 generated. 00:17:17.105 --> 00:17:19.425 I cannot believe how fast you brought that 00:17:19.526 --> 00:17:19.605 up. 00:17:19.766 --> 00:17:21.446 Boom. 00:17:21.487 --> 00:17:21.727 So, 00:17:21.866 --> 00:17:24.228 but that image put four hundred dollars in 00:17:24.268 --> 00:17:25.008 my bank account, 00:17:25.288 --> 00:17:28.250 like just from Instagram bonus, 00:17:28.670 --> 00:17:30.309 which I didn't even realize it was a 00:17:30.369 --> 00:17:30.670 thing. 00:17:31.730 --> 00:17:31.810 Yeah. 00:17:31.830 --> 00:17:32.570 On Instagram, 00:17:32.611 --> 00:17:34.271 that image has generated about four 00:17:34.291 --> 00:17:36.413 hundred dollars in bonus income for me. 00:17:37.593 --> 00:17:40.335 um i was on uh paypal i went 00:17:40.375 --> 00:17:41.976 into paypal this morning because someone 00:17:41.996 --> 00:17:43.978 was sending me a payment and i've got 00:17:44.018 --> 00:17:45.838 all of these thirty dollar facebook 00:17:45.858 --> 00:17:47.079 payments and i don't even know what 00:17:47.099 --> 00:17:49.442 they're from like facebook is paying me 00:17:49.481 --> 00:17:51.603 thirty dollars every two weeks i gotta 00:17:51.782 --> 00:17:54.125 figure out why why i'm making that money 00:17:54.144 --> 00:17:56.365 i found so i found two times in 00:17:56.385 --> 00:17:58.127 a nickel yesterday so that's it's like the 00:17:58.167 --> 00:17:59.989 same thing tony's got money being paypal 00:18:00.009 --> 00:18:01.009 to him he doesn't know where it's coming 00:18:01.029 --> 00:18:01.210 from 00:18:03.142 --> 00:18:05.384 But yeah, we need to understand, like, 00:18:05.624 --> 00:18:07.204 I don't want to put the effort into 00:18:07.244 --> 00:18:09.605 making a funny meme with the girl pointing 00:18:09.645 --> 00:18:11.327 and me pointing back. 00:18:11.548 --> 00:18:13.709 Donald Trump pointing at the basketball 00:18:13.749 --> 00:18:15.849 player and her pointing back is freaking 00:18:15.890 --> 00:18:16.711 hilarious. 00:18:17.511 --> 00:18:19.333 I don't want to put time into that 00:18:19.353 --> 00:18:20.532 because I don't know if it's going to 00:18:20.553 --> 00:18:21.134 make me money. 00:18:22.190 --> 00:18:24.310 Unless you can directly draw a line to 00:18:24.351 --> 00:18:25.030 what you're doing. 00:18:25.171 --> 00:18:25.651 Like this is, 00:18:25.951 --> 00:18:27.551 this is where like Judy and Judy's 00:18:27.592 --> 00:18:28.632 pancakes come in. 00:18:29.011 --> 00:18:31.972 She takes a video and whatever it is, 00:18:31.992 --> 00:18:33.452 she just figures out where do we jam 00:18:33.492 --> 00:18:33.772 Judy? 00:18:34.133 --> 00:18:35.973 Judy is the marketing strategy. 00:18:36.013 --> 00:18:37.213 And if you don't know who we're talking 00:18:37.233 --> 00:18:37.513 about, 00:18:38.434 --> 00:18:40.734 just look up Judy and pancakes and look 00:18:40.775 --> 00:18:41.576 at their Instagram account. 00:18:42.096 --> 00:18:44.155 And she has said people. 00:18:44.236 --> 00:18:45.916 Now she's in, I can't, 00:18:45.936 --> 00:18:48.537 it begins with a G random ass, Illinois, 00:18:48.877 --> 00:18:50.397 and she sells pancakes, but, 00:18:50.935 --> 00:18:52.757 she's a tourist attraction now and she's 00:18:52.797 --> 00:18:53.238 the thing. 00:18:53.258 --> 00:18:54.598 And because the kids want to do it. 00:18:54.659 --> 00:18:55.739 And in your brain, you're like, all right, 00:18:55.759 --> 00:18:56.880 well, if we're anywhere close, 00:18:57.401 --> 00:18:58.401 the kids get a t-shirt, 00:18:58.441 --> 00:19:01.063 but now whatever Judy paid for real 00:19:01.103 --> 00:19:01.542 estate, 00:19:01.844 --> 00:19:03.704 she didn't do it in downtown Chicago. 00:19:04.444 --> 00:19:05.945 She did it in a random ass spot, 00:19:06.007 --> 00:19:08.147 but she went to the people with those 00:19:08.188 --> 00:19:10.088 things and she understood it. 00:19:10.430 --> 00:19:10.950 Tony needs it. 00:19:11.029 --> 00:19:11.490 I'm a tick. 00:19:11.569 --> 00:19:14.633 I'm a tick tock famous shirt for sure. 00:19:15.173 --> 00:19:17.595 Tony needs this thing. 00:19:17.634 --> 00:19:19.096 Concierge pain relief is back on tick 00:19:19.115 --> 00:19:19.336 tock. 00:19:20.566 --> 00:19:22.186 Speaking of TikTok, guys, 00:19:22.707 --> 00:19:25.228 I have been down the rabbit hole of 00:19:25.348 --> 00:19:27.630 how much money regular people, 00:19:27.809 --> 00:19:29.371 forty year olds, fifty year olds, 00:19:29.431 --> 00:19:32.991 sixty year olds are making as TikTok shop 00:19:33.133 --> 00:19:33.893 affiliates. 00:19:34.012 --> 00:19:35.773 Yeah, it is absurd. 00:19:36.253 --> 00:19:38.055 And so this morning before we got on, 00:19:38.075 --> 00:19:39.056 because I was going to try and bring 00:19:39.096 --> 00:19:39.596 some numbers, 00:19:39.655 --> 00:19:40.997 but I didn't have them ready yet. 00:19:41.497 --> 00:19:42.457 I was looking at like, 00:19:42.557 --> 00:19:43.458 what are the products? 00:19:43.538 --> 00:19:45.638 What could I what could I promote that 00:19:45.699 --> 00:19:47.059 I already use in my clinic? 00:19:48.125 --> 00:19:49.866 I think the biggest one that none of 00:19:49.946 --> 00:19:52.970 us are taking advantage of is BioFreeze. 00:19:53.450 --> 00:19:53.970 Like Dave, 00:19:54.009 --> 00:19:55.590 you seem like somebody who would be using 00:19:55.652 --> 00:19:56.412 something like that. 00:19:56.612 --> 00:19:57.932 I never use it in the clinic, 00:19:57.972 --> 00:19:59.693 but I should, I could. 00:20:00.994 --> 00:20:03.376 I think it's got commercial appeal. 00:20:03.517 --> 00:20:05.198 It's got the history behind it. 00:20:05.218 --> 00:20:06.358 It's been around forever. 00:20:07.220 --> 00:20:07.819 You know, 00:20:07.839 --> 00:20:10.701 the consumer wasn't able to buy BioFreeze 00:20:10.781 --> 00:20:12.584 directly from the company. 00:20:12.604 --> 00:20:14.845 They had to go through the healthcare 00:20:14.884 --> 00:20:15.365 provider. 00:20:15.925 --> 00:20:18.248 But now I think that's something that 00:20:18.468 --> 00:20:20.450 literally could put six figures in your 00:20:20.470 --> 00:20:23.711 bank account because the general appeal 00:20:23.852 --> 00:20:25.933 and accessibility for a product like that, 00:20:25.953 --> 00:20:29.195 if you made one viral video that hit 00:20:29.257 --> 00:20:30.457 several million views, 00:20:30.497 --> 00:20:32.358 which is totally doable for any of us. 00:20:34.881 --> 00:20:38.123 I'm trying to better understand how 00:20:38.242 --> 00:20:38.683 TikTok, 00:20:38.703 --> 00:20:40.224 I've got like two hundred dollars in my 00:20:40.265 --> 00:20:42.547 TikTok affiliate account that I've earned. 00:20:43.455 --> 00:20:46.877 But I think this is a really ideal 00:20:46.917 --> 00:20:48.459 opportunity for people like us. 00:20:48.759 --> 00:20:50.460 For someone thinking and going, 00:20:50.480 --> 00:20:52.382 but I don't want to do the ticky-tocky, 00:20:52.481 --> 00:20:53.883 like, just talk about it. 00:20:53.903 --> 00:20:54.942 Yeah, it wouldn't be any of that. 00:20:55.042 --> 00:20:56.743 No dances, no gimmicks. 00:20:56.884 --> 00:20:58.305 Here's how Rory Sutherland, I think, 00:20:58.325 --> 00:20:59.026 would explain it. 00:20:59.405 --> 00:21:01.827 He would say all TikTok did was two 00:21:01.867 --> 00:21:02.188 things. 00:21:03.134 --> 00:21:05.756 they took the distance between someone 00:21:06.416 --> 00:21:08.238 seeing something and giggling about 00:21:08.298 --> 00:21:09.959 something or being interested in something 00:21:10.400 --> 00:21:11.220 and owning that. 00:21:11.339 --> 00:21:13.102 And they took that distance down to 00:21:13.142 --> 00:21:15.463 essentially as close to zero as possible. 00:21:16.311 --> 00:21:19.772 And they aligned the person who has 00:21:19.833 --> 00:21:21.814 credibility or an audience or the ability 00:21:21.834 --> 00:21:22.814 to build an audience. 00:21:23.473 --> 00:21:25.255 And they put them on the same team 00:21:25.734 --> 00:21:29.777 as the Biofreeze or the Hyper Ice Gun. 00:21:29.817 --> 00:21:30.376 And they said, 00:21:30.876 --> 00:21:33.897 if you do this thing this much and 00:21:33.938 --> 00:21:34.917 it gets this much, 00:21:35.137 --> 00:21:35.858 we'll give you a cut. 00:21:38.803 --> 00:21:41.364 The reach is infinity. 00:21:41.443 --> 00:21:42.684 Like the reach is potentially, 00:21:43.065 --> 00:21:44.066 it could be infinity. 00:21:44.486 --> 00:21:46.186 So simple, but not easy. 00:21:47.367 --> 00:21:48.648 And Ben's already pilot bio, 00:21:48.909 --> 00:21:51.950 bio mildly cold is a cheaper alternative. 00:21:51.970 --> 00:21:52.611 I don't know if that's a, 00:21:52.830 --> 00:21:54.112 is that a dad joke or is that 00:21:54.152 --> 00:21:55.352 there actually something called bio? 00:21:55.392 --> 00:21:59.634 That'd be a smart, like six minute abs. 00:22:00.355 --> 00:22:01.875 Why not do five minute abs? 00:22:04.244 --> 00:22:04.505 Dave, 00:22:04.746 --> 00:22:06.846 you brought up or you shared an ad 00:22:07.448 --> 00:22:09.328 that you share or that you created or 00:22:09.348 --> 00:22:11.090 I should say a post on LinkedIn. 00:22:11.851 --> 00:22:14.053 I wanted to ask you about it because 00:22:14.073 --> 00:22:14.913 I wanted to see if it was an 00:22:15.054 --> 00:22:17.134 error and I'll bring it up on screen 00:22:17.174 --> 00:22:17.455 here. 00:22:18.336 --> 00:22:21.479 So you had the ad and I'll zoom 00:22:21.519 --> 00:22:22.118 in a little bit. 00:22:22.720 --> 00:22:24.421 Physical therapists in New York City paid 00:22:24.580 --> 00:22:25.801 more for treating less. 00:22:26.241 --> 00:22:27.963 Great hook because that doesn't make 00:22:28.044 --> 00:22:28.364 sense. 00:22:28.443 --> 00:22:29.204 I get paid more. 00:22:29.224 --> 00:22:30.365 That's why I have to keep reading. 00:22:30.405 --> 00:22:31.385 How is that possible? 00:22:31.425 --> 00:22:31.707 He says. 00:22:32.614 --> 00:22:34.076 And then you go on to a set. 00:22:34.096 --> 00:22:35.297 You're using hard numbers, 00:22:35.356 --> 00:22:36.678 which nobody does, 00:22:36.738 --> 00:22:37.919 which is the way to do it. 00:22:38.240 --> 00:22:39.641 How is it possible to earn a buck 00:22:39.661 --> 00:22:41.163 twenty six to one hundred and seventy K, 00:22:41.502 --> 00:22:42.923 but only treating four to six patients a 00:22:42.943 --> 00:22:43.164 day? 00:22:43.464 --> 00:22:44.465 Details below. 00:22:45.487 --> 00:22:47.328 What's up with the orange square? 00:22:48.450 --> 00:22:49.191 I stopped. 00:22:49.590 --> 00:22:50.151 It got me. 00:22:50.291 --> 00:22:50.932 So I want to know, 00:22:50.951 --> 00:22:52.394 where'd you come up with this? 00:22:52.433 --> 00:22:53.795 I was like, is it not loading? 00:22:53.835 --> 00:22:56.096 Where's the is my phone broken? 00:22:56.136 --> 00:22:56.597 What happened? 00:22:59.230 --> 00:23:01.551 This is partly why I did this, 00:23:01.571 --> 00:23:02.534 so that we can talk about it. 00:23:04.496 --> 00:23:06.678 Neither of you have ever seen this before? 00:23:07.680 --> 00:23:07.880 No. 00:23:09.461 --> 00:23:10.222 I don't think so, no. 00:23:12.114 --> 00:23:14.474 You probably have seen it before because 00:23:14.535 --> 00:23:15.295 this was what, 00:23:15.654 --> 00:23:17.335 do you remember the fire festival? 00:23:17.596 --> 00:23:19.915 The guy that eventually got, uh, 00:23:20.036 --> 00:23:22.457 in trouble, the original promoter, 00:23:22.797 --> 00:23:23.636 I forget the guy's name. 00:23:24.257 --> 00:23:27.837 Uh, they were paying all of the big, 00:23:28.397 --> 00:23:30.199 like all the celebrities and the models 00:23:30.239 --> 00:23:32.058 and the people that were going to be 00:23:32.078 --> 00:23:32.779 Kardashian. 00:23:33.119 --> 00:23:34.299 They were all posting. 00:23:35.201 --> 00:23:36.402 The Orange Square. 00:23:36.522 --> 00:23:39.604 This was on Instagram mostly years ago 00:23:39.663 --> 00:23:40.523 with the Fyre Festival. 00:23:41.064 --> 00:23:44.066 And it was meant to be exactly what 00:23:44.105 --> 00:23:44.806 it did to Jimmy, 00:23:45.165 --> 00:23:47.207 which is it's a pattern interrupt. 00:23:47.626 --> 00:23:49.508 It's a scroll stopper. 00:23:50.548 --> 00:23:52.189 And I could have used a different color. 00:23:52.328 --> 00:23:53.568 I could have maybe used our own brand 00:23:53.608 --> 00:23:53.828 color. 00:23:53.848 --> 00:23:55.130 I could have just done royal blue or 00:23:55.190 --> 00:23:55.490 something. 00:23:56.109 --> 00:23:59.311 But I went with the exact same solid 00:24:00.092 --> 00:24:04.634 orange square image that is meant to cause 00:24:05.555 --> 00:24:08.798 you to pause or give you intrigue or 00:24:08.858 --> 00:24:10.480 yeah is there an error or like what 00:24:10.759 --> 00:24:12.301 what is this like um usually it's going 00:24:12.321 --> 00:24:15.065 to be text on the square right so 00:24:15.105 --> 00:24:17.386 that it literally that is literally the 00:24:17.467 --> 00:24:19.710 point of it is to be unique different 00:24:20.170 --> 00:24:22.932 something that you will not see or haven't 00:24:22.952 --> 00:24:24.433 seen recently in your feed and probably 00:24:24.454 --> 00:24:26.396 won't see for a while unless other people 00:24:26.416 --> 00:24:27.518 start copying it so 00:24:28.807 --> 00:24:29.708 I'm surprised that you guys don't 00:24:29.728 --> 00:24:29.988 remember, 00:24:30.008 --> 00:24:30.769 but I know it was kind of like 00:24:30.788 --> 00:24:31.269 a big thing. 00:24:31.308 --> 00:24:33.931 Yeah, Scott Embry is here live. 00:24:34.590 --> 00:24:38.153 Scott probably saw that on LinkedIn. 00:24:38.233 --> 00:24:39.875 Scott's always on LinkedIn, I think. 00:24:40.536 --> 00:24:42.017 And Scott agrees with Jimmy. 00:24:42.076 --> 00:24:44.558 Great hook and got his attention for sure. 00:24:44.618 --> 00:24:46.059 So that's the point, right? 00:24:46.099 --> 00:24:48.421 First line, hook on purpose, 00:24:48.461 --> 00:24:49.741 but the image is also kind of like 00:24:49.781 --> 00:24:50.442 a visual hook. 00:24:50.923 --> 00:24:52.403 I'm going to get really nitpicky. 00:24:52.423 --> 00:24:54.885 The only way to make this better is... 00:24:55.205 --> 00:24:55.645 Give it to me. 00:24:55.665 --> 00:24:56.846 Give it to me. 00:24:57.106 --> 00:24:58.607 Don't put the space here. 00:24:59.788 --> 00:25:01.128 Don't have the space here. 00:25:02.150 --> 00:25:03.711 Make this second line here. 00:25:03.770 --> 00:25:04.371 Here's why. 00:25:05.231 --> 00:25:09.513 LinkedIn will truncate this and sometimes 00:25:09.554 --> 00:25:11.996 make people see more to expand. 00:25:12.576 --> 00:25:14.537 And I don't want that second subhead to 00:25:14.557 --> 00:25:15.157 get cut off. 00:25:16.152 --> 00:25:17.432 That's the only, and that's like, 00:25:17.511 --> 00:25:19.073 that's like a point five percent. 00:25:19.093 --> 00:25:21.633 The rest of it, I think, is fine. 00:25:21.932 --> 00:25:23.093 What was in the comments, though? 00:25:23.113 --> 00:25:25.294 You tried to share something and it didn't 00:25:25.334 --> 00:25:25.653 work. 00:25:26.433 --> 00:25:26.653 Yeah. 00:25:26.673 --> 00:25:27.854 So then I then I was like, 00:25:27.933 --> 00:25:30.714 my my intention was actually to add a 00:25:30.755 --> 00:25:31.994 couple like PDFs. 00:25:32.055 --> 00:25:32.234 Right. 00:25:32.255 --> 00:25:34.575 So we have like a seven or something, 00:25:34.634 --> 00:25:36.236 six or seven page FAQ, 00:25:36.615 --> 00:25:38.596 because I want people to know a bunch 00:25:38.615 --> 00:25:40.455 of information before we even do an intro 00:25:40.496 --> 00:25:40.715 call. 00:25:40.796 --> 00:25:41.737 I don't want to do an intro call 00:25:41.777 --> 00:25:43.116 where I'm answering the same questions 00:25:43.136 --> 00:25:43.477 every day. 00:25:44.234 --> 00:25:47.837 So I tried to attach PDFs and then 00:25:47.938 --> 00:25:48.999 I was like, I was like, oh crap, 00:25:49.038 --> 00:25:49.599 I can't do it. 00:25:49.619 --> 00:25:50.420 And I'm like, ah, whatever. 00:25:50.440 --> 00:25:51.080 I'm just going to leave it. 00:25:51.181 --> 00:25:52.823 And so now, now, now I'm getting, 00:25:53.083 --> 00:25:55.144 now I'm getting DMS and emails from this 00:25:55.184 --> 00:25:55.625 post. 00:25:56.164 --> 00:25:56.465 Right. 00:25:56.905 --> 00:25:58.847 Uh, asking for the FAQ document, 00:25:59.008 --> 00:25:59.868 which I have to send them. 00:26:00.068 --> 00:26:01.329 And then I'm also asking for the two 00:26:01.369 --> 00:26:03.372 pager elite clinician growth opportunity, 00:26:03.392 --> 00:26:05.534 which is like describes like the base 00:26:05.554 --> 00:26:08.536 salary, the performance pay weekly PTO, 00:26:08.596 --> 00:26:09.297 like that whole thing. 00:26:09.796 --> 00:26:10.797 I thought what you were trying to do 00:26:10.876 --> 00:26:13.317 is get people to comment to drive 00:26:13.377 --> 00:26:14.117 attention too. 00:26:14.137 --> 00:26:15.159 Because if more people comment, 00:26:15.199 --> 00:26:16.038 it shows it to more people. 00:26:16.078 --> 00:26:17.220 More people comment, snowball effect. 00:26:18.760 --> 00:26:19.981 Overall, I think that's great. 00:26:20.102 --> 00:26:22.643 Again, that took you five minutes, 00:26:22.682 --> 00:26:24.324 ten minutes to think about and execute it. 00:26:24.584 --> 00:26:26.065 If it gets you an interview that leads 00:26:26.105 --> 00:26:28.465 to a hire, 00:26:28.486 --> 00:26:29.747 it feels like it's a good use of 00:26:29.767 --> 00:26:30.067 your time. 00:26:32.519 --> 00:26:33.259 We got two minutes left. 00:26:33.279 --> 00:26:35.060 Let's go with parting shots so we're not 00:26:35.101 --> 00:26:35.961 late to our next gig. 00:26:36.482 --> 00:26:38.304 What do you got for us? 00:26:39.244 --> 00:26:39.665 Parting shots. 00:26:40.281 --> 00:26:41.923 I want to talk about next time. 00:26:42.502 --> 00:26:43.584 Boom ball. 00:26:44.163 --> 00:26:47.125 So this is an up and coming competitor 00:26:47.165 --> 00:26:48.125 for banana ball. 00:26:48.705 --> 00:26:49.326 You know, I mean, 00:26:49.386 --> 00:26:50.366 this is what's going to happen. 00:26:50.386 --> 00:26:51.948 You create something amazing. 00:26:51.988 --> 00:26:53.568 There are going to be people who make 00:26:53.588 --> 00:26:54.249 it even better. 00:26:55.109 --> 00:26:57.270 There are some interesting rule changes 00:26:57.391 --> 00:26:58.310 and how it works. 00:26:58.411 --> 00:26:58.750 Yeah. 00:26:58.770 --> 00:27:00.692 I read about that. 00:27:00.711 --> 00:27:03.753 They play with a live hand grenade. 00:27:03.953 --> 00:27:04.773 One out of nine innings. 00:27:04.794 --> 00:27:05.714 You never know which one it is. 00:27:06.474 --> 00:27:07.056 You have to watch. 00:27:07.076 --> 00:27:07.615 It's called boom ball. 00:27:08.378 --> 00:27:10.762 So what's going to be the boom ball 00:27:10.803 --> 00:27:12.605 for the physical therapy profession? 00:27:12.664 --> 00:27:14.688 How is this going to change and grow 00:27:14.748 --> 00:27:16.250 and adapt into something new and 00:27:16.269 --> 00:27:16.651 different? 00:27:16.750 --> 00:27:17.752 That's my parting shot. 00:27:17.813 --> 00:27:18.093 Yeah. 00:27:18.354 --> 00:27:18.574 Yeah. 00:27:18.634 --> 00:27:18.814 All right. 00:27:18.834 --> 00:27:19.414 That's a good one. 00:27:19.434 --> 00:27:19.615 All right. 00:27:19.634 --> 00:27:20.737 That's a good conversation. 00:27:21.438 --> 00:27:22.398 I'll come prepared for that one. 00:27:22.439 --> 00:27:22.920 What do you got, Dave? 00:27:22.980 --> 00:27:23.441 Party shot. 00:27:24.727 --> 00:27:26.269 I'll go back to that social media post. 00:27:26.669 --> 00:27:27.690 Just trying to do things that are 00:27:27.730 --> 00:27:28.730 different, unique. 00:27:29.392 --> 00:27:30.532 Try to think outside the box, 00:27:30.573 --> 00:27:32.173 whether it's posting on social media, 00:27:32.575 --> 00:27:33.556 making videos. 00:27:34.276 --> 00:27:35.538 We got a bunch of videos coming out 00:27:36.218 --> 00:27:37.680 that I was telling Tony about last week 00:27:37.700 --> 00:27:39.580 where we're having a catch in Central Park 00:27:39.601 --> 00:27:41.864 with a real baseball and gloves and 00:27:42.384 --> 00:27:43.825 talking about physical therapy and 00:27:43.845 --> 00:27:45.226 healthcare in New York city and all that. 00:27:45.266 --> 00:27:47.188 So we're just trying to continue to, 00:27:47.307 --> 00:27:48.367 of course we've got to sprinkle in the 00:27:48.409 --> 00:27:48.989 normal stuff, 00:27:49.028 --> 00:27:51.069 like sprinkling videos of like treatment, 00:27:51.371 --> 00:27:52.571 manual therapy, you know, 00:27:52.632 --> 00:27:54.532 therapy exercise, like strength training, 00:27:54.613 --> 00:27:55.314 that type of stuff, 00:27:55.554 --> 00:27:56.994 but also sprinkling in like the, 00:27:58.180 --> 00:27:59.681 what someone described to me recently, 00:27:59.740 --> 00:28:01.421 like the, the behind the scenes, like, 00:28:01.480 --> 00:28:01.681 you know, 00:28:01.721 --> 00:28:02.761 walking down the street with one of my 00:28:02.781 --> 00:28:03.882 therapists and we're just, 00:28:04.261 --> 00:28:05.002 we're just chatting. 00:28:05.383 --> 00:28:05.623 Right. 00:28:05.663 --> 00:28:07.123 So, um, that, that, 00:28:07.143 --> 00:28:07.864 that's my parting shot. 00:28:07.903 --> 00:28:08.284 Just like, 00:28:08.324 --> 00:28:10.924 we're continuing to do different things 00:28:10.964 --> 00:28:13.486 and almost getting closer to the point of 00:28:13.566 --> 00:28:15.626 Tony's stage advice, which is like, 00:28:15.666 --> 00:28:17.027 we should be recording everything. 00:28:17.067 --> 00:28:19.248 We should be posting everything like HEP 00:28:19.288 --> 00:28:21.148 videos for patients, put that online with, 00:28:21.249 --> 00:28:21.548 with their, 00:28:21.689 --> 00:28:23.249 with their permission and therapists 00:28:23.269 --> 00:28:24.430 talking like, um, 00:28:25.211 --> 00:28:27.153 Like talking between patients and waiting 00:28:27.173 --> 00:28:27.933 for a patient to show up. 00:28:27.953 --> 00:28:28.653 Are they going to be late? 00:28:28.693 --> 00:28:29.394 Are they going to be early? 00:28:29.414 --> 00:28:30.375 Are they going to no-show? 00:28:30.415 --> 00:28:30.876 Like whatever, 00:28:30.936 --> 00:28:32.258 like all that type of stuff. 00:28:32.278 --> 00:28:33.940 So that's my parting shot. 00:28:34.140 --> 00:28:35.481 Can't interrupt a pattern if you don't 00:28:35.501 --> 00:28:36.102 have a pattern. 00:28:36.403 --> 00:28:38.444 So do the normal stuff, right? 00:28:38.605 --> 00:28:39.746 And then every once in a while... 00:28:40.606 --> 00:28:41.186 Shake it up. 00:28:41.207 --> 00:28:42.228 That's why there's specials. 00:28:42.248 --> 00:28:43.387 There's a blue face special. 00:28:43.428 --> 00:28:44.268 Got to throw him a curveball. 00:28:44.647 --> 00:28:45.068 Curveball. 00:28:45.388 --> 00:28:45.769 Curveball. 00:28:45.788 --> 00:28:46.469 Got to throw him a curveball. 00:28:46.548 --> 00:28:46.929 All right, guys. 00:28:46.949 --> 00:28:48.029 We're back next week. 00:28:48.109 --> 00:28:49.529 And enjoy the heat. 00:28:49.569 --> 00:28:50.089 Enjoy the heat. 00:28:50.109 --> 00:28:50.390 Stay cool. 00:28:50.410 --> 00:28:50.630 That's it. 00:28:50.650 --> 00:28:50.971 We're out. 00:28:50.990 --> 00:28:51.691 Boys, what the hell are you doing? 00:28:51.711 --> 00:28:53.030 Follow Tony Maritato on YouTube at Total 00:28:53.050 --> 00:28:53.391 Therapy Solution. 00:28:53.411 --> 00:28:53.791 Find Dave Kittle at 00:28:53.832 --> 00:28:55.612 conciergepainrelief.com and on YouTube at 00:28:55.852 --> 00:29:03.994 The Dave Kittle Show. 00:29:04.375 --> 00:29:07.498 and follow Jimmy McKay at PG Podcasts on 00:29:07.518 --> 00:29:08.699 YouTube, the socials, 00:29:08.759 --> 00:29:10.540 and wherever you binge podcasts you 00:29:10.560 --> 00:29:12.222 pretend are for CEUs. 00:29:12.542 --> 00:29:13.984 And hey, just a reminder, 00:29:14.464 --> 00:29:15.786 none of this was for advice. 00:29:15.826 --> 00:29:17.268 This was for entertainment only. 00:29:17.508 --> 00:29:18.969 Our lawyers say that counts. 00:29:19.028 --> 00:29:19.930 Thanks, Keith.