WEBVTT 00:00:00.029 --> 00:00:02.451 I am at all in. 00:00:02.492 --> 00:00:05.096 Broadcasting way too early from three 00:00:05.155 --> 00:00:06.637 separate Wi-Fi connections. 00:00:07.038 --> 00:00:10.362 It's PT Breakfast Club with Tony Meritato, 00:00:10.622 --> 00:00:12.686 Dave Kittle, and Jimmy McKay. 00:00:18.382 --> 00:00:20.702 I feel like the Better Business Bureau or 00:00:20.742 --> 00:00:24.564 like the Tourism Bureau from wherever Tony 00:00:24.603 --> 00:00:26.583 is now and from wherever – Dave, 00:00:26.603 --> 00:00:28.085 where do you go again when you sit 00:00:28.105 --> 00:00:29.905 on the front porch on the cabin? 00:00:30.285 --> 00:00:30.725 Where is that? 00:00:31.445 --> 00:00:31.925 Tennessee? 00:00:32.365 --> 00:00:34.585 And the Blue Ridge Mountains, Georgia. 00:00:34.765 --> 00:00:36.487 North West Georgia. 00:00:36.926 --> 00:00:38.726 I feel like that's the thing. 00:00:38.786 --> 00:00:40.427 Micro-influencers, right? 00:00:40.588 --> 00:00:41.268 It's like – 00:00:42.779 --> 00:00:44.340 know give me a hot thirty in your 00:00:44.380 --> 00:00:46.661 live stream and if it pans i don't 00:00:46.701 --> 00:00:48.402 know it's too hard to track i got 00:00:48.561 --> 00:00:53.984 one i got one uh yesterday yesterday and 00:00:54.024 --> 00:00:56.045 i'll share the website with you guys 00:00:56.146 --> 00:00:57.807 offline but the idea is 00:00:58.817 --> 00:01:01.018 they're doing micro-influencer campaigns. 00:01:01.198 --> 00:01:01.978 So they're offering me like, 00:01:02.018 --> 00:01:05.260 three hundred bucks for like a video about 00:01:05.299 --> 00:01:07.001 my experience and it has to do with 00:01:07.061 --> 00:01:09.462 like, NPTE study prep. 00:01:10.003 --> 00:01:10.843 And the way it's set up, 00:01:10.903 --> 00:01:12.885 I was like, yeah, I'd do that. 00:01:12.965 --> 00:01:14.284 Like, I don't know, 00:01:14.305 --> 00:01:15.266 fifteen minutes of work? 00:01:16.445 --> 00:01:17.647 But you're not paying for the fifteen 00:01:17.667 --> 00:01:18.227 minutes of work, 00:01:18.246 --> 00:01:20.087 you're paying for the reach of where this 00:01:20.108 --> 00:01:23.390 campaign actually goes. 00:01:23.469 --> 00:01:25.051 Yeah, Kevin, 00:01:25.090 --> 00:01:26.671 who's the guy from Shark Tank? 00:01:28.959 --> 00:01:29.998 Kevin O'Leary. 00:01:30.239 --> 00:01:32.799 He has like a micro, nano, 00:01:32.920 --> 00:01:34.740 I think nano is smaller than micro, 00:01:35.861 --> 00:01:37.643 influencer business. 00:01:38.423 --> 00:01:39.823 And so, you know, I mean, 00:01:40.243 --> 00:01:41.243 the numbers can, 00:01:41.844 --> 00:01:43.484 I think they average like a hundred bucks, 00:01:43.504 --> 00:01:45.506 a hundred bucks for a shout out or 00:01:45.546 --> 00:01:46.326 different things, 00:01:46.367 --> 00:01:48.487 but they can go lower if you don't 00:01:48.507 --> 00:01:49.227 have an audience. 00:01:49.888 --> 00:01:51.629 So someone taught me this and it like, 00:01:52.790 --> 00:01:53.909 it makes sense, right? 00:01:53.989 --> 00:01:54.191 So 00:01:55.412 --> 00:01:58.655 Foo Fighters is a huge band, right? 00:01:58.674 --> 00:02:02.197 Foo Fighters has more fans in the world 00:02:02.936 --> 00:02:04.798 than my little radio station did in 00:02:04.837 --> 00:02:05.858 Northeast Pennsylvania. 00:02:06.338 --> 00:02:08.780 That math is unquestionable. 00:02:08.840 --> 00:02:11.981 But Foo Fighters still ran ads and did 00:02:12.062 --> 00:02:14.824 press and did an interview, yada yada, 00:02:14.903 --> 00:02:17.965 at my radio station because we had more 00:02:18.085 --> 00:02:19.186 listeners than 00:02:19.968 --> 00:02:22.389 in Northeast Pennsylvania than they did 00:02:22.449 --> 00:02:24.550 fans in Northeast Pennsylvania. 00:02:24.990 --> 00:02:26.350 So that's where you start to get into 00:02:26.371 --> 00:02:30.592 these micro niches where you're like, oh, 00:02:30.651 --> 00:02:31.991 it's economies of scale. 00:02:32.292 --> 00:02:35.492 And if you can simplify that, 00:02:35.532 --> 00:02:38.133 the audience, when you combine it, 00:02:38.854 --> 00:02:41.394 it gets faster, it gets bigger, 00:02:42.454 --> 00:02:43.074 can get bigger, 00:02:43.514 --> 00:02:46.074 but the message gets through faster 00:02:46.615 --> 00:02:48.855 because a random person with budget 00:02:50.778 --> 00:02:53.120 the message might not land, which is why, 00:02:53.159 --> 00:02:53.319 like, 00:02:53.340 --> 00:02:55.161 Dave having a catch in Central Park makes 00:02:55.200 --> 00:02:56.661 sense on his videos. 00:02:57.002 --> 00:02:57.961 I've seen two of those. 00:02:57.981 --> 00:02:58.562 Are there more? 00:02:59.141 --> 00:03:00.103 We got more coming, baby. 00:03:00.163 --> 00:03:01.563 We got a whole bunch of unique content 00:03:01.604 --> 00:03:02.544 coming every angle. 00:03:02.683 --> 00:03:03.403 You know my rule. 00:03:03.424 --> 00:03:04.764 It's got to have, like, glove talk. 00:03:06.965 --> 00:03:08.425 We didn't name it. 00:03:08.445 --> 00:03:10.669 Here's what Dave's doing, I think anyway. 00:03:11.150 --> 00:03:11.590 I'm like, 00:03:11.911 --> 00:03:16.034 these two guys are having a catch in 00:03:16.055 --> 00:03:18.557 the middle of the day in Central Park. 00:03:19.218 --> 00:03:20.640 Why aren't they doing notes? 00:03:20.741 --> 00:03:22.543 Why aren't they rushing between two 00:03:22.582 --> 00:03:22.923 people? 00:03:22.962 --> 00:03:23.944 Why aren't they worried? 00:03:24.205 --> 00:03:25.406 They don't look worried. 00:03:26.067 --> 00:03:28.389 Besides you guys taking your shoes off and 00:03:28.429 --> 00:03:30.631 putting your foot in a pond and just 00:03:30.670 --> 00:03:31.072 sitting there, 00:03:31.651 --> 00:03:33.834 I don't know a more leisure time activity 00:03:33.854 --> 00:03:35.235 than just like, what do you do? 00:03:35.254 --> 00:03:35.555 First of all, 00:03:35.575 --> 00:03:36.997 you're walking around with your glove. 00:03:37.056 --> 00:03:37.576 Who does that? 00:03:37.817 --> 00:03:39.699 Someone who expects to have some time off. 00:03:40.120 --> 00:03:42.360 So you're selling, using air quotes there, 00:03:43.823 --> 00:03:48.387 sort of freedom or flexibility without 00:03:48.467 --> 00:03:50.108 selling freedom and flexibility. 00:03:50.168 --> 00:03:52.530 Somebody who trips across that is going to 00:03:52.550 --> 00:03:52.971 get that. 00:03:54.647 --> 00:03:55.427 I don't know if I'm going to be 00:03:55.508 --> 00:04:00.770 this open or nice with future employees. 00:04:03.211 --> 00:04:06.111 This was Ethan bugging me nicely, 00:04:06.532 --> 00:04:08.072 urging to, hey, let's have a catch, 00:04:08.092 --> 00:04:08.353 whatever. 00:04:08.973 --> 00:04:11.794 And I could see how fast his caseload 00:04:12.174 --> 00:04:12.834 was growing. 00:04:13.074 --> 00:04:14.133 Already in the second and third week, 00:04:14.153 --> 00:04:15.254 he was hitting his weekly bonus. 00:04:15.294 --> 00:04:16.735 So he was nudging me to do it. 00:04:16.754 --> 00:04:17.254 It was nice. 00:04:17.295 --> 00:04:17.755 We did this. 00:04:18.136 --> 00:04:18.795 Now he's in his 00:04:19.519 --> 00:04:21.800 So this was like three weeks ago, 00:04:21.841 --> 00:04:22.901 but that's when we recorded it. 00:04:23.281 --> 00:04:24.822 So I knew that he's going to get 00:04:24.882 --> 00:04:26.461 busier and eventually we're not going to 00:04:26.482 --> 00:04:27.142 have time for it. 00:04:27.163 --> 00:04:27.742 So I was like, you know what? 00:04:27.783 --> 00:04:28.163 Cool. 00:04:28.202 --> 00:04:28.583 Let's do it. 00:04:28.622 --> 00:04:31.064 Like he used to play competitively. 00:04:31.863 --> 00:04:32.744 Let's schedule a time. 00:04:33.024 --> 00:04:33.925 You bring your glove in. 00:04:33.944 --> 00:04:35.024 I'll bring my glove in. 00:04:35.125 --> 00:04:36.466 We'll, you know, have a change of clothes, 00:04:36.485 --> 00:04:37.026 that type of thing. 00:04:37.862 --> 00:04:38.422 And I was like, well, 00:04:38.482 --> 00:04:39.682 if we're going to do it, 00:04:40.083 --> 00:04:42.103 then I'm going to record it. 00:04:42.244 --> 00:04:42.403 Right. 00:04:42.423 --> 00:04:43.363 And we're going to we're going to talk 00:04:43.384 --> 00:04:43.624 about it. 00:04:43.644 --> 00:04:44.985 So I have other videos coming out where 00:04:45.024 --> 00:04:46.406 he or I are in front of the 00:04:46.446 --> 00:04:46.805 camera. 00:04:48.466 --> 00:04:49.766 But yes, at the same time, 00:04:50.127 --> 00:04:51.827 it is legit during business hours. 00:04:52.267 --> 00:04:54.088 So you tell that. 00:04:54.149 --> 00:04:54.369 Yeah. 00:04:54.569 --> 00:04:57.370 And so the idea was like, all right, 00:04:57.389 --> 00:04:58.110 I'm going to record this. 00:04:58.129 --> 00:04:59.831 But then now I'm able to show like 00:04:59.850 --> 00:05:02.492 this is like who who like think of 00:05:02.531 --> 00:05:03.452 tick tocking of Instagram, 00:05:03.512 --> 00:05:04.512 like who wouldn't. 00:05:05.122 --> 00:05:07.185 like want to see views of central park. 00:05:07.264 --> 00:05:08.485 And then it's like a baseball field. 00:05:08.646 --> 00:05:10.466 You don't usually see that view baseball 00:05:10.487 --> 00:05:11.708 field with like the skyline in the 00:05:11.728 --> 00:05:12.247 background. 00:05:12.889 --> 00:05:13.209 Perfect. 00:05:13.428 --> 00:05:14.589 Perfectly sunny day. 00:05:14.889 --> 00:05:16.091 We got the lapel mics on. 00:05:16.170 --> 00:05:17.692 Thank you, Jimmy, for the nudge and, 00:05:17.872 --> 00:05:19.814 and the, the link to get those. 00:05:20.495 --> 00:05:20.615 Um, 00:05:21.375 --> 00:05:22.596 So the idea is like, all right, 00:05:22.636 --> 00:05:23.596 if we're going to do any of this 00:05:23.617 --> 00:05:25.677 stuff now, we need to be recording it. 00:05:26.899 --> 00:05:29.360 I've done a bad job with not recording 00:05:29.500 --> 00:05:31.483 any of the restaurants and the places that 00:05:31.502 --> 00:05:32.242 I take my therapist, 00:05:32.483 --> 00:05:34.204 which Tony has only been telling me for 00:05:34.285 --> 00:05:35.545 two, three years to do that. 00:05:35.946 --> 00:05:37.127 But eventually we'll do it. 00:05:37.166 --> 00:05:39.187 And I just need to be recording more 00:05:39.247 --> 00:05:41.250 often and sharing more of the content. 00:05:41.721 --> 00:05:43.742 So are you editing those when they're 00:05:43.781 --> 00:05:44.101 done? 00:05:44.182 --> 00:05:45.502 Cause that's the lift, man. 00:05:45.562 --> 00:05:46.624 I mean, doing the thing. 00:05:47.103 --> 00:05:47.884 Well, I'm not doing, 00:05:47.925 --> 00:05:50.326 I am following the Tony Meritato playbook 00:05:50.406 --> 00:05:50.786 guys. 00:05:50.826 --> 00:05:52.387 Listen, don't overcomplicate it. 00:05:52.887 --> 00:05:54.689 Just hit, hit record. 00:05:55.779 --> 00:05:57.440 And then stop and then maybe chop the 00:05:57.461 --> 00:05:58.742 video down from, you know, 00:05:58.781 --> 00:06:01.303 fifteen seconds to seven or from thirty to 00:06:01.425 --> 00:06:02.826 fourteen seconds or whatever. 00:06:04.026 --> 00:06:05.767 And so I'm not doing any editing at 00:06:05.827 --> 00:06:05.887 all. 00:06:05.908 --> 00:06:07.649 I'm going I'm using the edit app from 00:06:07.750 --> 00:06:10.971 Meta and I'm using the captions from there 00:06:11.673 --> 00:06:14.514 and just posting like like hardly any 00:06:14.555 --> 00:06:14.875 cuts. 00:06:15.175 --> 00:06:16.475 There's some videos I posted where it's 00:06:16.495 --> 00:06:18.937 like two or three little clips in between. 00:06:19.199 --> 00:06:20.019 But that's so easy. 00:06:20.059 --> 00:06:21.560 Like that's not even really like editing, 00:06:21.600 --> 00:06:22.141 in my opinion. 00:06:22.608 --> 00:06:23.269 Right. 00:06:23.389 --> 00:06:25.189 Another thing we talked about micro 00:06:25.230 --> 00:06:26.891 influencers and campaigns like that. 00:06:28.072 --> 00:06:29.894 Another is a complete industry that did 00:06:29.935 --> 00:06:31.396 not exist three years ago, 00:06:31.415 --> 00:06:32.216 which is clipping. 00:06:33.939 --> 00:06:36.540 Instead of you paying an editor a flat 00:06:36.620 --> 00:06:38.742 fee, you pay for results. 00:06:38.762 --> 00:06:39.884 It's like value based care. 00:06:39.903 --> 00:06:41.586 Yeah, I love that. 00:06:41.605 --> 00:06:42.747 I'm going to give you a pile of 00:06:42.826 --> 00:06:43.307 stuff. 00:06:44.629 --> 00:06:47.290 And this is my rate per thousand views. 00:06:48.262 --> 00:06:50.524 So you're incentivized not to just get it 00:06:50.584 --> 00:06:50.906 done. 00:06:51.086 --> 00:06:51.225 I mean, 00:06:51.266 --> 00:06:52.086 I've worked with people who are like, 00:06:52.107 --> 00:06:52.526 it's done. 00:06:52.547 --> 00:06:53.848 I'm like, it's a C minus. 00:06:53.869 --> 00:06:54.689 What am I going to do with this? 00:06:54.749 --> 00:06:55.329 But it's done. 00:06:55.370 --> 00:06:56.071 You pay for it. 00:06:56.690 --> 00:06:58.952 This is teams of people working around the 00:06:58.992 --> 00:07:00.754 world who are given a Google Drive full 00:07:00.774 --> 00:07:01.536 of whatever. 00:07:02.016 --> 00:07:03.598 And their job is to spend, 00:07:03.757 --> 00:07:07.461 they decide if what you have is going 00:07:07.482 --> 00:07:08.523 to be worth their time, 00:07:08.783 --> 00:07:09.624 if it's going to be 00:07:11.331 --> 00:07:12.250 if they're going to be able to get 00:07:12.690 --> 00:07:14.572 enough views to make it worth their while. 00:07:14.632 --> 00:07:16.591 So you both sit on the same side 00:07:16.612 --> 00:07:18.552 of the table in that regard, 00:07:18.591 --> 00:07:19.172 in my mind. 00:07:19.752 --> 00:07:21.153 And that is an industry. 00:07:21.173 --> 00:07:22.112 I saw an interview with a guy. 00:07:22.473 --> 00:07:23.692 Again, all these things are, 00:07:24.173 --> 00:07:25.112 I make a million dollars. 00:07:25.192 --> 00:07:27.093 My industry makes, you know, 00:07:27.134 --> 00:07:28.153 everybody's a CEO. 00:07:28.233 --> 00:07:28.814 Everybody's got, 00:07:29.053 --> 00:07:30.713 everybody's five X and ten X. 00:07:31.173 --> 00:07:34.235 But people that I respect enough are like, 00:07:34.254 --> 00:07:34.975 yeah, this is legit. 00:07:34.995 --> 00:07:35.415 If you can, 00:07:35.574 --> 00:07:37.394 if then you become in the structure 00:07:37.415 --> 00:07:37.875 business, 00:07:38.995 --> 00:07:39.896 then your job is to 00:07:41.427 --> 00:07:43.009 Organize those people to create those 00:07:43.048 --> 00:07:44.629 campaigns and connect those people who 00:07:44.668 --> 00:07:45.089 want them. 00:07:45.990 --> 00:07:47.050 So maybe we're talking a lot about 00:07:47.091 --> 00:07:48.091 attention and social media. 00:07:49.331 --> 00:07:50.851 Maybe this is a good prompt for you 00:07:50.891 --> 00:07:52.093 guys since we've got a shortened, 00:07:52.353 --> 00:07:53.452 I've got a shortened window today. 00:07:53.833 --> 00:07:55.533 I'm going to Colorado tomorrow. 00:07:56.495 --> 00:07:59.636 There's an APTA Colorado student event and 00:07:59.675 --> 00:08:01.656 they asked me to speak on whatever. 00:08:03.935 --> 00:08:05.879 And then they pushed them and they asked 00:08:05.918 --> 00:08:06.639 for communication. 00:08:06.680 --> 00:08:07.060 I mean, for me, 00:08:07.079 --> 00:08:07.761 what else am I going to do? 00:08:07.781 --> 00:08:08.601 Am I going to talk about shoulders? 00:08:08.622 --> 00:08:09.444 I'm not going to talk about shoulders. 00:08:10.024 --> 00:08:11.646 So what would you tell students? 00:08:11.987 --> 00:08:14.410 If you were talking to yourselves, 00:08:14.470 --> 00:08:17.033 if you were about to graduate in a 00:08:17.074 --> 00:08:17.555 year or two, 00:08:18.699 --> 00:08:19.880 What would you tell yourself? 00:08:20.240 --> 00:08:21.920 Would it be like what Dave just said, 00:08:21.980 --> 00:08:22.982 communicate more? 00:08:23.641 --> 00:08:25.223 Like that shouldn't be the part of the 00:08:25.262 --> 00:08:26.043 equation you leave out? 00:08:26.062 --> 00:08:27.723 Or what would the advice be for someone 00:08:27.744 --> 00:08:29.425 who wants to either work at a clinic 00:08:29.444 --> 00:08:30.045 for someone else? 00:08:30.064 --> 00:08:31.144 I still think you should probably build 00:08:31.165 --> 00:08:33.125 your own brand or open a clinic. 00:08:33.426 --> 00:08:34.447 What would your advice be to these 00:08:34.466 --> 00:08:34.807 students? 00:08:36.268 --> 00:08:37.067 Dave, go first. 00:08:38.327 --> 00:08:39.048 I was going to kick it back to 00:08:39.068 --> 00:08:39.129 you. 00:08:39.149 --> 00:08:39.908 I was going to say, well, 00:08:40.428 --> 00:08:42.149 I would want to model some of the 00:08:42.190 --> 00:08:43.571 top physical therapists or the top 00:08:43.691 --> 00:08:46.532 physical therapy practices accounts 00:08:47.173 --> 00:08:49.956 on social media starting with either tony 00:08:49.975 --> 00:08:52.097 maritato or total therapy solutions of 00:08:52.238 --> 00:08:55.301 what he posts and why and knowing and 00:08:55.341 --> 00:08:58.602 seeing that it's not overly edited or or 00:08:58.643 --> 00:09:02.166 produced uh and it's just like quick 00:09:02.285 --> 00:09:03.807 little i mean you could if you have 00:09:03.868 --> 00:09:05.649 no patience uh you could be doing that 00:09:05.668 --> 00:09:07.610 with your family members of like different 00:09:07.730 --> 00:09:09.692 treatment techniques and why does the knee 00:09:09.731 --> 00:09:11.514 move this way or look at the skin 00:09:11.594 --> 00:09:11.653 on 00:09:12.053 --> 00:09:12.234 you know, 00:09:12.274 --> 00:09:13.975 this old total knee replacement scar or 00:09:13.995 --> 00:09:14.296 whatever. 00:09:14.976 --> 00:09:15.717 Um, 00:09:16.097 --> 00:09:18.740 I've probably saved a ton of money by 00:09:18.779 --> 00:09:21.523 just following what Tony does and just 00:09:21.863 --> 00:09:23.183 filming from my own iPhone. 00:09:23.404 --> 00:09:24.304 Cause if it weren't for Tony, 00:09:24.384 --> 00:09:25.567 I think I probably would have already 00:09:26.226 --> 00:09:28.589 spent way more money on like, uh, 00:09:28.609 --> 00:09:30.610 like a videographer thinking that I'm like 00:09:30.630 --> 00:09:33.793 Gary V and then paying somebody else to 00:09:33.854 --> 00:09:34.153 edit them. 00:09:34.235 --> 00:09:35.676 Cause I definitely don't want to learn 00:09:35.735 --> 00:09:36.015 editing. 00:09:36.096 --> 00:09:36.316 And I, 00:09:37.398 --> 00:09:38.298 I just don't want to get into that 00:09:38.317 --> 00:09:38.678 whole thing. 00:09:39.058 --> 00:09:40.759 And so that's one thing I would say 00:09:41.059 --> 00:09:42.139 is look out, 00:09:42.259 --> 00:09:45.062 look at what's on Tik TOK, Instagram, 00:09:46.162 --> 00:09:49.563 Facebook, maybe YouTube, uh, and see what, 00:09:49.803 --> 00:09:51.183 see what practices are doing. 00:09:52.264 --> 00:09:54.105 And if you're a student, 00:09:54.826 --> 00:09:56.966 the easiest way is to follow what Tony 00:09:56.986 --> 00:09:57.767 Maritato is doing. 00:09:58.087 --> 00:09:59.768 And it just happens to be that he 00:09:59.788 --> 00:10:01.009 gets results, 00:10:01.129 --> 00:10:03.129 but it takes effort and volume. 00:10:04.673 --> 00:10:05.613 Yeah, I agree. 00:10:05.712 --> 00:10:07.474 I think it's one of those things where 00:10:07.673 --> 00:10:09.594 students coming out today, 00:10:10.575 --> 00:10:12.335 they're coming into an environment very 00:10:12.375 --> 00:10:14.054 different than the environment that their 00:10:14.254 --> 00:10:15.956 professors came out into. 00:10:16.416 --> 00:10:18.517 They're coming into an economy that's very 00:10:18.557 --> 00:10:20.616 different than their professors came into. 00:10:21.197 --> 00:10:23.738 And so just like twenty five years ago, 00:10:23.798 --> 00:10:25.677 you would expect to come out into an 00:10:25.758 --> 00:10:27.139 insurance based model. 00:10:27.719 --> 00:10:29.418 You were working for the insurance 00:10:29.438 --> 00:10:29.980 company. 00:10:30.600 --> 00:10:31.799 Now they're coming out. 00:10:32.113 --> 00:10:34.173 potentially into a cash-based model like 00:10:34.214 --> 00:10:34.933 Dave's doing. 00:10:35.374 --> 00:10:37.894 They're coming out into a media-based 00:10:37.955 --> 00:10:39.475 model like I'm doing. 00:10:40.835 --> 00:10:42.716 They're coming out into a different world. 00:10:43.316 --> 00:10:46.136 And so start getting the reps, 00:10:46.177 --> 00:10:47.557 start doing the recording. 00:10:47.756 --> 00:10:48.677 I'm still shocked. 00:10:48.697 --> 00:10:51.457 For these kids, and I say kids loosely, 00:10:51.879 --> 00:10:54.359 for these kids that grew up with mom 00:10:54.399 --> 00:10:56.299 and dad videoing everything, 00:10:56.379 --> 00:10:59.041 recording everything with social media 00:10:59.140 --> 00:10:59.900 since birth, 00:11:00.702 --> 00:11:03.104 I'm still surprised at how uncomfortable 00:11:03.183 --> 00:11:05.625 so many of them are in front of 00:11:05.745 --> 00:11:06.284 a camera. 00:11:07.466 --> 00:11:09.606 And so like I reached out. 00:11:09.626 --> 00:11:11.427 I'm not because, 00:11:11.447 --> 00:11:13.589 because most people are more afraid of 00:11:13.629 --> 00:11:15.048 public speaking than death. 00:11:15.149 --> 00:11:16.590 Yes. 00:11:16.629 --> 00:11:18.471 But you would think you, I mean, I, 00:11:18.730 --> 00:11:19.750 I was, you know, 00:11:19.870 --> 00:11:21.511 not a public speaker when I was a 00:11:21.572 --> 00:11:22.131 student. 00:11:22.952 --> 00:11:24.173 Um, but anyway. 00:11:24.472 --> 00:11:25.033 So hold on a second. 00:11:25.052 --> 00:11:25.793 Don't skip past that. 00:11:25.913 --> 00:11:27.293 What got both of you over it? 00:11:27.333 --> 00:11:28.294 Was it repetition? 00:11:30.100 --> 00:11:30.981 I always share the story. 00:11:31.001 --> 00:11:32.182 I'm like, yeah, I was just, 00:11:32.883 --> 00:11:34.464 I saw the value, 00:11:34.663 --> 00:11:37.326 the future value in being able to speak 00:11:37.365 --> 00:11:38.066 to a camera. 00:11:38.807 --> 00:11:40.447 And in twenty seventeen, 00:11:40.807 --> 00:11:43.028 I remember sitting in my exam room, 00:11:43.068 --> 00:11:45.870 terrified to hit record little balls of 00:11:45.931 --> 00:11:47.912 spit in the corner of my mouth, 00:11:48.332 --> 00:11:49.994 my face getting tense. 00:11:50.573 --> 00:11:52.455 But I pushed through it just like you 00:11:52.495 --> 00:11:55.157 push through any exercise to get better at 00:11:55.317 --> 00:11:56.418 whatever you're trying to do. 00:11:57.616 --> 00:11:59.717 With thousands and thousands and thousands 00:11:59.738 --> 00:12:01.597 of repetitions until it got to the point 00:12:01.618 --> 00:12:02.758 where that little dot, 00:12:03.158 --> 00:12:05.678 right now it's a green dot on my 00:12:06.139 --> 00:12:06.599 iPhone, 00:12:07.298 --> 00:12:08.720 but it's just like talking to a human. 00:12:08.740 --> 00:12:09.720 Yeah. 00:12:09.779 --> 00:12:10.500 You know, 00:12:10.779 --> 00:12:12.921 and I knew there was some value in 00:12:12.961 --> 00:12:14.660 that, so I had to push through it. 00:12:14.780 --> 00:12:16.620 That's where I think the kids coming out 00:12:16.660 --> 00:12:19.042 today, they need to realize, 00:12:19.081 --> 00:12:20.042 and I shared pictures, 00:12:20.081 --> 00:12:21.081 if you want to pull up some of 00:12:21.101 --> 00:12:23.682 the screenshots of, like Dave said, 00:12:24.142 --> 00:12:28.424 we went from highly overproduced to less 00:12:28.445 --> 00:12:29.985 produced, like, um, 00:12:30.105 --> 00:12:33.208 Tai Lopez in his garage, you know, 00:12:33.269 --> 00:12:34.950 like let's just hit record, 00:12:35.009 --> 00:12:36.791 make it real kind of easy. 00:12:37.812 --> 00:12:40.394 Now we're going to full circle. 00:12:40.974 --> 00:12:43.596 Facebook is paying for text only posts. 00:12:44.216 --> 00:12:46.638 Facebook is paying for images that are 00:12:46.697 --> 00:12:49.120 literally just screenshots pulled out of a 00:12:49.139 --> 00:12:51.101 video that I had sitting on my iPhone. 00:12:51.922 --> 00:12:53.143 And so, you know, 00:12:53.509 --> 00:12:57.131 These are generating twenty, twenty five, 00:12:57.172 --> 00:12:58.953 fifty, seventy five dollars. 00:13:00.274 --> 00:13:01.975 And today I think I shared a post 00:13:02.035 --> 00:13:03.197 on my personal profile. 00:13:03.216 --> 00:13:03.537 I'm like, 00:13:04.017 --> 00:13:06.077 this is like finding a fifty dollar bill 00:13:06.278 --> 00:13:06.719 for Dave. 00:13:06.739 --> 00:13:09.080 It'd be a hundred dollar bill in your 00:13:09.140 --> 00:13:11.861 pants pocket that you had completely 00:13:11.902 --> 00:13:12.722 forgotten about. 00:13:13.163 --> 00:13:14.744 You put it through the washing machine. 00:13:14.764 --> 00:13:15.524 You reach in there. 00:13:15.565 --> 00:13:17.966 You grab it like, oh, I got money. 00:13:18.346 --> 00:13:18.726 You know, 00:13:18.787 --> 00:13:21.068 it's just you don't even remember. 00:13:21.109 --> 00:13:21.448 OK, so. 00:13:22.693 --> 00:13:24.254 Real context for somebody. 00:13:24.375 --> 00:13:26.176 This comes from Gary Vee. 00:13:26.336 --> 00:13:30.177 Gary Vee shared a post-it note with what 00:13:30.217 --> 00:13:32.879 looks handwritten with a message. 00:13:32.980 --> 00:13:34.039 My message was, 00:13:34.080 --> 00:13:35.541 and I knew this was going to resonate, 00:13:36.201 --> 00:13:37.162 something I can't see it, 00:13:37.182 --> 00:13:39.823 but when did intimacy return after a total 00:13:39.844 --> 00:13:40.644 knee replacement? 00:13:41.965 --> 00:13:43.346 How many views did it generate? 00:13:43.365 --> 00:13:46.106 One hundred twenty three K. 00:13:46.147 --> 00:13:47.607 So one hundred and twenty three thousand 00:13:47.628 --> 00:13:47.967 views. 00:13:48.067 --> 00:13:49.889 This one was mostly Facebook. 00:13:50.250 --> 00:13:51.509 How much money did I get? 00:13:51.770 --> 00:13:52.490 Twenty two dollars. 00:13:53.168 --> 00:13:55.971 Twenty two bucks, you know, but again, 00:13:56.030 --> 00:13:56.311 but again, 00:13:56.350 --> 00:13:58.714 this screenshot was from July fifth or 00:13:58.754 --> 00:13:58.933 sixth. 00:13:58.953 --> 00:13:59.453 What does that say? 00:13:59.494 --> 00:14:01.135 And now we're at July sixteenth. 00:14:01.216 --> 00:14:01.797 So, yeah, 00:14:01.817 --> 00:14:04.538 but most of this happened in the first 00:14:04.578 --> 00:14:07.081 twenty four to forty eight hours. 00:14:07.121 --> 00:14:07.241 Yeah. 00:14:07.322 --> 00:14:08.643 And then it just kind of dies on 00:14:08.663 --> 00:14:09.063 the vine. 00:14:10.386 --> 00:14:12.067 This was a video. 00:14:12.148 --> 00:14:13.729 So I had recorded a video in the 00:14:13.749 --> 00:14:14.190 clinic. 00:14:15.269 --> 00:14:17.591 I grabbed a screenshot from that video. 00:14:18.491 --> 00:14:20.133 I looked at that and I was like, 00:14:20.254 --> 00:14:22.455 oh, this could be an appealing visual. 00:14:22.715 --> 00:14:24.235 I used to be an artist. 00:14:24.275 --> 00:14:24.716 Don't forget, 00:14:24.817 --> 00:14:26.918 I went to a fine arts high school. 00:14:27.979 --> 00:14:31.000 I could never take a photo and sell 00:14:31.061 --> 00:14:34.182 a photo as an art piece and make 00:14:34.222 --> 00:14:35.222 seventy five dollars. 00:14:35.984 --> 00:14:37.485 But I grabbed that screenshot. 00:14:38.673 --> 00:14:40.696 I found a twenty in my back pocket. 00:14:41.196 --> 00:14:43.118 I grabbed that screenshot from a video 00:14:43.138 --> 00:14:44.740 that was sitting on my camera roll. 00:14:45.240 --> 00:14:45.881 I was like, oh yeah, 00:14:45.922 --> 00:14:47.322 people talk about numbness. 00:14:47.764 --> 00:14:49.164 I put it on Facebook. 00:14:49.706 --> 00:14:51.327 Almost half a million views. 00:14:51.467 --> 00:14:52.509 I had no idea. 00:14:53.049 --> 00:14:53.730 This, you know, 00:14:53.769 --> 00:14:55.613 this might have been one out of twenty, 00:14:56.153 --> 00:14:57.794 but still half a million views. 00:14:57.914 --> 00:14:58.956 Same picture. 00:14:59.736 --> 00:15:01.937 Run it through AI, chat GPT. 00:15:01.956 --> 00:15:03.477 Hey, some people have warmth. 00:15:03.597 --> 00:15:04.998 Some people have numbness. 00:15:05.138 --> 00:15:06.457 Turn this into an image. 00:15:06.937 --> 00:15:08.798 Use the reference image I provided. 00:15:09.698 --> 00:15:11.899 Another fifty bucks, forty seven bucks, 00:15:11.918 --> 00:15:13.678 whatever that is, another almost, 00:15:13.739 --> 00:15:14.879 you know, three hundred thousand. 00:15:15.700 --> 00:15:16.940 And then just text. 00:15:17.820 --> 00:15:20.640 I've been sharing just text for like ten, 00:15:20.681 --> 00:15:24.100 fifteen years, not monetizing any of it. 00:15:24.701 --> 00:15:27.481 But now I'm sharing what patients tell me 00:15:27.642 --> 00:15:28.542 every single day. 00:15:29.719 --> 00:15:31.399 And it turns into, you know, 00:15:31.440 --> 00:15:32.419 we hit a million. 00:15:32.480 --> 00:15:34.100 It was actually one point one million 00:15:34.120 --> 00:15:36.741 views yesterday while I'm on vacation. 00:15:37.361 --> 00:15:37.721 Right. 00:15:38.001 --> 00:15:40.043 And just periodically throughout the day, 00:15:40.283 --> 00:15:41.264 I jump on my phone. 00:15:41.583 --> 00:15:42.744 I grab a screenshot. 00:15:42.803 --> 00:15:44.384 I think of something that I've shared 00:15:44.445 --> 00:15:44.985 before. 00:15:45.725 --> 00:15:46.686 Put it out there. 00:15:47.466 --> 00:15:51.307 Two thousand dollars from ad revenue over 00:15:51.347 --> 00:15:52.687 the last twenty eight days. 00:15:53.448 --> 00:15:56.429 Like that covers a portion of the vacation 00:15:56.470 --> 00:15:56.769 trip. 00:15:56.870 --> 00:15:57.110 Right. 00:15:57.129 --> 00:15:58.650 And we can just chill out and relax. 00:16:00.509 --> 00:16:00.908 How is it? 00:16:01.208 --> 00:16:02.308 I need to ask both of you this. 00:16:02.489 --> 00:16:04.769 How is it possible with the amount of 00:16:04.830 --> 00:16:06.850 volume of social media posts that you both 00:16:06.870 --> 00:16:07.990 have posted over the years? 00:16:08.091 --> 00:16:09.870 And, and Tony, maybe it's, it's more, 00:16:09.971 --> 00:16:10.150 you know, 00:16:10.171 --> 00:16:11.611 clinical total knee replacement in 00:16:11.652 --> 00:16:12.011 general, 00:16:12.392 --> 00:16:14.491 some of the Medicare billing stuff, uh, 00:16:14.532 --> 00:16:17.653 Jimmy kind of like more physical therapy, 00:16:18.173 --> 00:16:22.413 APTA type stuff, uh, kind of broadly how, 00:16:22.433 --> 00:16:24.254 knowing how much volume that you guys have 00:16:24.315 --> 00:16:24.634 both 00:16:25.491 --> 00:16:27.452 produced like you've you've made a post 00:16:27.793 --> 00:16:29.013 and then you posted it and then you've 00:16:29.033 --> 00:16:31.094 gotten feedback on it over all these years 00:16:31.714 --> 00:16:33.955 how is it possible that you're still 00:16:34.095 --> 00:16:36.316 sometimes surprised like when you have a 00:16:36.375 --> 00:16:38.236 gut feeling like something's gonna pop and 00:16:38.277 --> 00:16:40.116 it doesn't and then something like you're 00:16:40.136 --> 00:16:41.557 not you know like you know throw it 00:16:41.597 --> 00:16:42.937 out there and then like it does really 00:16:42.977 --> 00:16:45.479 well does that still surprise you guys 00:16:45.499 --> 00:16:47.100 like how is that possible that you still 00:16:48.179 --> 00:16:49.660 and I'm not saying against you guys, 00:16:49.701 --> 00:16:50.260 obviously, like, 00:16:50.280 --> 00:16:51.481 cause it's still like the, 00:16:51.542 --> 00:16:52.363 all these platforms are, 00:16:52.783 --> 00:16:54.604 are evolving and the audiences are 00:16:54.644 --> 00:16:56.044 evolving and like what resonates with 00:16:56.065 --> 00:16:56.264 them. 00:16:56.304 --> 00:16:57.865 And I guess maybe we truly don't know, 00:16:57.905 --> 00:16:58.726 but what, 00:16:58.746 --> 00:17:00.347 what comes to mind when I ask you 00:17:00.368 --> 00:17:02.589 guys that. 00:17:02.609 --> 00:17:04.009 Jamie humans are human. 00:17:04.029 --> 00:17:05.830 Uh, so does it surprise me? 00:17:06.332 --> 00:17:06.672 Yeah. 00:17:06.832 --> 00:17:08.673 I mean, even just hearing Tony talk now, 00:17:08.873 --> 00:17:10.595 I'm overthinking most of these things. 00:17:11.115 --> 00:17:12.355 Like some of the content I recorded when 00:17:12.395 --> 00:17:15.817 I was out in, in Portland, um, 00:17:17.912 --> 00:17:19.834 the less I thought about it or the 00:17:19.874 --> 00:17:20.835 less we tried, 00:17:21.134 --> 00:17:22.455 the better it sort of came out. 00:17:22.655 --> 00:17:22.896 Like, 00:17:23.057 --> 00:17:25.778 it's because we're probably more likely 00:17:25.898 --> 00:17:29.162 overthinking than underthinking. 00:17:29.241 --> 00:17:30.763 And I would say, you know, 00:17:31.163 --> 00:17:32.786 computers are computer eat. 00:17:34.106 --> 00:17:36.347 It's not just human nature, 00:17:37.488 --> 00:17:40.107 but it's also the timing of the algorithm, 00:17:40.147 --> 00:17:41.848 what other content is available, 00:17:42.009 --> 00:17:43.308 how tight is your niche. 00:17:44.328 --> 00:17:46.809 I basically gave up the Learn Medicare 00:17:46.829 --> 00:17:49.650 Billing channel because I'm trying to talk 00:17:49.670 --> 00:17:51.050 to too small of an audience. 00:17:51.671 --> 00:17:54.010 I don't have the opportunity to scale to 00:17:54.050 --> 00:17:56.291 a million subscriber channel 00:17:56.852 --> 00:18:00.153 talking to PTs, even expanding out to PT, 00:18:00.192 --> 00:18:00.413 OT, SLP. 00:18:00.432 --> 00:18:01.113 So I'm like, all right, 00:18:02.792 --> 00:18:03.893 I learned my lessons. 00:18:04.333 --> 00:18:06.013 I got benefit from it. 00:18:06.034 --> 00:18:07.114 I'm going to kind of set that on 00:18:07.153 --> 00:18:08.054 the back burner. 00:18:08.453 --> 00:18:12.515 I'm way less active in my own clinical 00:18:12.555 --> 00:18:15.035 groups for the same reasons. 00:18:15.095 --> 00:18:17.695 I'm like, the opportunity isn't there. 00:18:18.276 --> 00:18:20.776 I can't drag this dead horse to water 00:18:20.836 --> 00:18:22.316 and expect it to take a drink. 00:18:23.256 --> 00:18:25.616 I'm stepping away and moving more toward 00:18:25.656 --> 00:18:26.136 consumer. 00:18:27.730 --> 00:18:28.810 And I get it, I'm sure, 00:18:28.891 --> 00:18:29.790 I know Jimmy gets it too, 00:18:29.971 --> 00:18:33.271 but what you just showed was making two 00:18:33.291 --> 00:18:34.291 thousand, whatever, 00:18:34.392 --> 00:18:35.852 one hundred dollars a month in the last 00:18:35.892 --> 00:18:38.393 twenty eight days on Facebook from posting 00:18:38.413 --> 00:18:40.732 this stuff on either Facebook or Meta or 00:18:40.752 --> 00:18:43.094 just Facebook only. 00:18:43.134 --> 00:18:45.753 But if you were running a webinar for 00:18:45.894 --> 00:18:47.515 LearnMedicare Billing every single week 00:18:47.555 --> 00:18:49.555 and you had like a new cohort every 00:18:50.375 --> 00:18:51.795 two to four weeks or something, 00:18:52.414 --> 00:18:54.816 couldn't you be making five, 00:18:54.855 --> 00:18:55.195 ten K 00:18:56.453 --> 00:18:58.976 twenty k thirty k a month like way 00:18:59.016 --> 00:19:00.537 more than what facebook is paying you for 00:19:00.576 --> 00:19:03.898 these posts yes it's a smaller total 00:19:03.939 --> 00:19:06.680 market uh total like addressable market of 00:19:06.700 --> 00:19:08.381 just therapists that would buy learn 00:19:08.401 --> 00:19:11.482 medicare billing i've said it before i 00:19:11.522 --> 00:19:12.983 think your learn medicare billing course 00:19:13.003 --> 00:19:14.664 should be like five thousand dollars and 00:19:14.724 --> 00:19:16.165 it's like five hundred dollars or 00:19:16.185 --> 00:19:19.867 something so couldn't you make way more on 00:19:19.907 --> 00:19:22.849 the learn medicare billing stuff from even 00:19:23.049 --> 00:19:24.310 also incorporating the social media 00:19:25.406 --> 00:19:27.728 It's the same theme you and I experienced 00:19:27.768 --> 00:19:28.928 in patient care. 00:19:29.548 --> 00:19:31.808 You would rather take somebody who's very 00:19:31.868 --> 00:19:32.548 serious, 00:19:32.729 --> 00:19:35.068 who's willing to pay a lot more to 00:19:35.088 --> 00:19:36.089 a higher level. 00:19:36.970 --> 00:19:38.329 I would rather stay. 00:19:38.529 --> 00:19:40.891 I would rather stay in a bigger pool 00:19:40.931 --> 00:19:41.550 of water, 00:19:42.090 --> 00:19:44.731 helping more people for like higher 00:19:44.771 --> 00:19:47.912 volume, lower revenue per person. 00:19:48.412 --> 00:19:50.113 Just because to me, it's so much easier. 00:19:50.532 --> 00:19:52.153 It's so much easier to throw up a 00:19:52.192 --> 00:19:53.173 quick screenshot, 00:19:53.233 --> 00:19:54.874 to throw up a quick text post, 00:19:55.233 --> 00:20:00.420 to let the advertisers monetize my time, 00:20:00.559 --> 00:20:04.284 my effort across a bigger pool than to 00:20:04.344 --> 00:20:05.945 have ten therapists, 00:20:05.965 --> 00:20:07.126 which is totally true. 00:20:07.768 --> 00:20:08.348 I could have. 00:20:08.449 --> 00:20:10.211 I used to have ten therapists in a 00:20:10.270 --> 00:20:11.951 cohort that would pay, you know, 00:20:11.992 --> 00:20:13.453 five hundred, a thousand, 00:20:13.513 --> 00:20:14.615 five thousand dollars. 00:20:15.523 --> 00:20:15.844 Yes, 00:20:15.903 --> 00:20:18.325 it would make me more money per unit, 00:20:18.826 --> 00:20:21.186 but I believe there's a bigger opportunity 00:20:21.846 --> 00:20:23.728 just a little bit further down the road. 00:20:23.788 --> 00:20:25.729 And I talked to these guys that are 00:20:25.749 --> 00:20:27.710 doing a thousand dollars a day. 00:20:28.369 --> 00:20:29.411 I did a hundred dollars, 00:20:29.631 --> 00:20:31.392 a hundred and fifty dollars yesterday on 00:20:31.451 --> 00:20:33.073 Facebook from ad revenue. 00:20:33.413 --> 00:20:35.193 These guys are doing a thousand dollars a 00:20:35.273 --> 00:20:35.773 day. 00:20:36.473 --> 00:20:39.115 And again, it's being paid by Facebook, 00:20:39.215 --> 00:20:41.237 not paid by the individual. 00:20:41.277 --> 00:20:41.576 Right. 00:20:41.957 --> 00:20:44.519 so it's just my comfort zone that's just 00:20:44.578 --> 00:20:46.780 where i feel like i do better it's 00:20:46.820 --> 00:20:48.481 b to b or b to c and 00:20:48.521 --> 00:20:49.883 then you get to decide who the b 00:20:49.923 --> 00:20:51.884 is and who the c is right so 00:20:51.924 --> 00:20:53.925 like someone might look at my podcast and 00:20:53.945 --> 00:20:56.048 be like how big are you topped out 00:20:56.107 --> 00:20:58.209 like how many pts can i get listening 00:20:58.229 --> 00:21:02.553 to other pts talk well yes except i 00:21:02.593 --> 00:21:04.933 shifted about two years ago with this show 00:21:04.974 --> 00:21:06.976 and and sort of direction i started 00:21:06.996 --> 00:21:08.457 talking about clinical stuff four or five 00:21:08.477 --> 00:21:10.077 years ago and started talking about this 00:21:10.137 --> 00:21:10.479 stuff 00:21:11.460 --> 00:21:13.103 And by this stuff, I mean, business, 00:21:13.163 --> 00:21:14.003 explain it to me. 00:21:14.724 --> 00:21:15.925 Communications, marketing, 00:21:16.086 --> 00:21:17.307 how is it going to help you? 00:21:18.369 --> 00:21:20.051 That's still a very small total 00:21:20.071 --> 00:21:22.335 addressable market. 00:21:22.796 --> 00:21:23.616 But if I can partner... 00:21:24.136 --> 00:21:25.278 Why do I work for an organization like 00:21:25.318 --> 00:21:26.019 Prompt now? 00:21:27.362 --> 00:21:28.824 A hundred people connecting 00:21:29.659 --> 00:21:31.681 B to B is worth a lot. 00:21:31.840 --> 00:21:34.503 It's worth more than a hundred views. 00:21:34.845 --> 00:21:36.046 That's where we get tied up in the 00:21:36.066 --> 00:21:38.048 vanity metrics of views. 00:21:38.428 --> 00:21:40.109 But if you're going to get Facebook to 00:21:40.150 --> 00:21:41.991 pay for it, have at it. 00:21:42.492 --> 00:21:44.375 That's where the economies of scale in a 00:21:44.414 --> 00:21:45.635 large audience make sense. 00:21:46.310 --> 00:21:47.951 So I look at the social media the 00:21:47.971 --> 00:21:49.291 way I look at insurance. 00:21:49.451 --> 00:21:51.132 Dave is working for the patient. 00:21:51.632 --> 00:21:53.192 The patient is paying Dave. 00:21:53.952 --> 00:21:54.692 In my clinic, 00:21:54.752 --> 00:21:56.354 I work for the insurance company. 00:21:56.673 --> 00:21:59.275 The insurance company is paying me. 00:21:59.295 --> 00:22:01.535 I deliver what the insurance is paying me 00:22:01.575 --> 00:22:03.996 to do kind of more than what the 00:22:04.036 --> 00:22:05.596 patient necessarily wants. 00:22:05.635 --> 00:22:06.916 A lot of my patients just want a 00:22:06.936 --> 00:22:07.457 back rub. 00:22:07.997 --> 00:22:09.737 The insurance doesn't pay me enough to do 00:22:09.777 --> 00:22:10.438 a back rub. 00:22:10.877 --> 00:22:13.137 So the patient abdicates that 00:22:13.178 --> 00:22:14.898 responsibility to the insurance. 00:22:14.919 --> 00:22:15.778 The patient says, hey, 00:22:16.471 --> 00:22:17.811 I will come to therapy as long as 00:22:17.852 --> 00:22:18.873 my insurance pays. 00:22:18.952 --> 00:22:20.354 So I, the consumer, 00:22:20.394 --> 00:22:22.575 deliver what the insurance is paying for. 00:22:23.355 --> 00:22:24.655 Same thing in media. 00:22:25.336 --> 00:22:26.116 I am delivering. 00:22:26.196 --> 00:22:28.358 I'm optimizing for what the algorithm is 00:22:28.419 --> 00:22:31.039 paying for more than I'm optimizing 00:22:31.080 --> 00:22:33.902 necessarily for what the viewer needs or 00:22:33.981 --> 00:22:35.603 wants or would benefit from. 00:22:36.483 --> 00:22:38.125 And over the last month or two, 00:22:38.244 --> 00:22:40.946 I look at all of these personal trainers 00:22:40.987 --> 00:22:41.047 and 00:22:41.126 --> 00:22:44.347 that are have million following million 00:22:44.387 --> 00:22:46.969 followers on facebook they've got to be 00:22:47.028 --> 00:22:50.411 doing you know x what i'm doing so 00:22:50.451 --> 00:22:52.132 let's say twenty thousand a month i'm 00:22:52.172 --> 00:22:54.532 doing two thousand a month and the stuff 00:22:54.553 --> 00:22:56.753 they're putting out is optimized for the 00:22:56.874 --> 00:22:58.773 algorithm more than anything else it's 00:22:58.933 --> 00:23:00.815 nothing great it's nothing fancy it's 00:23:00.835 --> 00:23:02.915 standing in which i did this video 00:23:03.415 --> 00:23:04.537 standing in front of the oven 00:23:05.116 --> 00:23:07.279 Ten heel raises, ten knee flexion, 00:23:07.339 --> 00:23:08.981 ten hip abduction, you know, 00:23:09.442 --> 00:23:10.845 and maybe a single leg balance. 00:23:11.566 --> 00:23:14.869 And they hit a million views with videos 00:23:14.910 --> 00:23:17.373 that we stopped producing a decade ago. 00:23:17.834 --> 00:23:18.835 It's crazy to me, 00:23:18.894 --> 00:23:20.657 but that's what the algorithm wants right 00:23:20.678 --> 00:23:20.778 now. 00:23:22.693 --> 00:23:23.693 All right. 00:23:23.713 --> 00:23:24.974 I got to dip in a few minutes. 00:23:25.375 --> 00:23:27.695 I'll be out in Colorado Saturday without 00:23:27.736 --> 00:23:28.155 prep. 00:23:29.957 --> 00:23:32.218 I'll take the next clip from each of 00:23:32.238 --> 00:23:34.218 you talking directly to the students in 00:23:34.238 --> 00:23:34.837 the audience. 00:23:35.598 --> 00:23:37.118 What would you tell them if the topic 00:23:37.159 --> 00:23:39.859 was just you and communicating with the 00:23:39.900 --> 00:23:40.200 world? 00:23:40.220 --> 00:23:41.401 Because that's what the focus will be. 00:23:42.796 --> 00:23:43.616 All right, I'll go first. 00:23:44.217 --> 00:23:44.617 I'll go first. 00:23:44.837 --> 00:23:47.420 If you got into physical therapy because 00:23:47.440 --> 00:23:48.980 you want to help people, 00:23:49.682 --> 00:23:51.903 you have an opportunity that none of the 00:23:51.923 --> 00:23:54.025 rest of us, none of your educators, 00:23:54.125 --> 00:23:55.826 none of the working professionals that 00:23:55.846 --> 00:23:57.167 have been in the business more than a 00:23:57.208 --> 00:23:57.667 decade, 00:23:58.269 --> 00:24:00.130 we didn't have this opportunity before. 00:24:00.691 --> 00:24:03.413 You could speak to a million people, 00:24:03.472 --> 00:24:05.835 a billion people around the world right 00:24:05.894 --> 00:24:07.556 now to help them 00:24:08.553 --> 00:24:11.075 You could speak to people that you never, 00:24:11.214 --> 00:24:13.635 a president, a prime minister, 00:24:14.057 --> 00:24:16.157 you will reach people that you never could 00:24:16.198 --> 00:24:18.420 have reached ten or fifteen years ago. 00:24:19.180 --> 00:24:21.582 Harness the power of that reach. 00:24:22.102 --> 00:24:22.862 Practice. 00:24:23.002 --> 00:24:23.942 Get your reps. 00:24:24.242 --> 00:24:26.285 Talk to a camera like it's a human 00:24:26.305 --> 00:24:28.205 because that will get your message out to 00:24:28.266 --> 00:24:28.945 more people. 00:24:29.247 --> 00:24:31.587 You will help more people than you ever 00:24:31.627 --> 00:24:34.529 could in real person in a clinic or 00:24:34.609 --> 00:24:35.411 in a patient's home. 00:24:35.431 --> 00:24:36.330 Dave, what do you got? 00:24:38.334 --> 00:24:38.976 I like that. 00:24:39.356 --> 00:24:40.098 I agree with that. 00:24:40.200 --> 00:24:42.405 And I would say record all of your 00:24:42.486 --> 00:24:43.288 patient encounters, 00:24:43.308 --> 00:24:44.653 get your patients to agree to it. 00:24:45.578 --> 00:24:47.480 Treat your neighbors, your family members, 00:24:47.500 --> 00:24:49.180 get it on video, put it out there. 00:24:49.800 --> 00:24:53.041 But with the focus of using that to 00:24:53.102 --> 00:24:55.182 get you more patients and clients in the 00:24:55.222 --> 00:24:55.522 future, 00:24:55.663 --> 00:24:57.282 or you can go and take that and 00:24:57.323 --> 00:24:59.683 go to your first or second full-time job 00:24:59.963 --> 00:25:00.384 and say, hey, 00:25:00.484 --> 00:25:01.625 I can do this for you, Mr. 00:25:01.644 --> 00:25:02.625 and Mrs. Practice Owner. 00:25:02.905 --> 00:25:03.865 We can do this together. 00:25:04.506 --> 00:25:06.967 I don't like relying on Facebook to pay 00:25:07.027 --> 00:25:09.968 for the views because tomorrow Facebook 00:25:09.988 --> 00:25:11.229 could just say to Tony Maritato, 00:25:11.249 --> 00:25:12.169 we're not going to pay you anymore. 00:25:12.853 --> 00:25:14.094 The two thousand dollars you just made 00:25:14.134 --> 00:25:14.575 last month, 00:25:14.835 --> 00:25:16.876 now it's zero dollars and the CPM now 00:25:16.916 --> 00:25:20.280 is crushed versus you have the skills, 00:25:20.701 --> 00:25:21.702 but you're using those skills. 00:25:21.742 --> 00:25:23.064 Yes, you can talk to a billion people, 00:25:23.403 --> 00:25:24.806 but if you can get that in front 00:25:24.826 --> 00:25:27.288 of the local five or ten thousand people 00:25:27.548 --> 00:25:28.769 to know about your physical therapy 00:25:28.789 --> 00:25:30.412 practice or know about your job where 00:25:30.432 --> 00:25:31.373 you're starting to work. 00:25:32.107 --> 00:25:33.670 Now you can use that to leverage either 00:25:34.010 --> 00:25:36.253 make more income for yourself or have 00:25:36.294 --> 00:25:38.215 patients coming into the front desk 00:25:38.256 --> 00:25:40.239 calling in specifically for you, 00:25:40.358 --> 00:25:41.560 which then you could say to your boss, 00:25:41.840 --> 00:25:42.041 hey, 00:25:42.301 --> 00:25:43.804 I believe I should have a raise and 00:25:43.844 --> 00:25:45.646 make more money here because I'm bringing 00:25:45.886 --> 00:25:47.788 in more new patients because of my social 00:25:47.808 --> 00:25:48.830 media footprint online. 00:25:50.034 --> 00:25:50.394 Well done. 00:25:50.474 --> 00:25:51.154 All right. 00:25:51.194 --> 00:25:52.737 I'll let those be your parting shots for 00:25:52.777 --> 00:25:53.178 today. 00:25:54.318 --> 00:25:56.260 I'll say again, hey, enjoy. 00:25:57.482 --> 00:25:59.685 Oh, Megan's saying, why only students? 00:25:59.705 --> 00:26:00.846 We can all benefit from those clips. 00:26:00.866 --> 00:26:00.967 Yeah, 00:26:00.987 --> 00:26:02.308 that was your parting shot for the day. 00:26:03.230 --> 00:26:04.131 Tony, enjoy the beach. 00:26:04.550 --> 00:26:07.013 Dave, enjoy playing catch in Central Park. 00:26:07.815 --> 00:26:09.277 And we'll see you guys on Tuesday. 00:26:12.951 --> 00:26:13.132 That's it. 00:26:13.152 --> 00:26:13.392 We're out. 00:26:13.412 --> 00:26:14.912 Boys, what the hell are you doing? 00:26:14.971 --> 00:26:17.794 Follow Tony Meritato on YouTube at Total 00:26:17.834 --> 00:26:18.874 Therapy Solution. 00:26:18.913 --> 00:26:19.914 Find Dave Kittle at 00:26:19.934 --> 00:26:23.135 conciergepainrelief.com and on YouTube at 00:26:23.155 --> 00:26:24.317 The Dave Kittle Show. 00:26:24.656 --> 00:26:27.798 And follow Jimmy McKay at PT Podcasts on 00:26:27.818 --> 00:26:28.959 YouTube, the socials, 00:26:29.058 --> 00:26:30.839 and wherever you binge podcasts you 00:26:30.859 --> 00:26:32.560 pretend are for CEUs. 00:26:32.820 --> 00:26:34.261 And hey, just a reminder, 00:26:34.741 --> 00:26:36.002 none of this was for advice. 00:26:36.042 --> 00:26:37.542 This was for entertainment only. 00:26:37.804 --> 00:26:39.223 Our lawyers say that counts. 00:26:39.324 --> 00:26:40.025 Thanks, Keith.