WEBVTT 00:00:02.751 --> 00:00:05.354 Broadcasting way too early from three 00:00:05.413 --> 00:00:07.136 separate Wi-Fi connections. 00:00:07.275 --> 00:00:10.618 It's PT Breakfast Club with Tony Meritato, 00:00:10.880 --> 00:00:12.961 Dave Kittle, and Jimmy McKay. 00:00:18.219 --> 00:00:20.440 Good PT Breakfast Club morning to you. 00:00:20.460 --> 00:00:22.161 I feel like we need our own cereal. 00:00:22.301 --> 00:00:23.442 We'll design that pretty soon. 00:00:24.021 --> 00:00:25.343 Tony Maritato, I'm Jimmy McKay. 00:00:26.163 --> 00:00:27.864 And I didn't forget that. 00:00:27.884 --> 00:00:29.804 That's how Airbnb started, didn't it? 00:00:29.844 --> 00:00:32.625 Or like they had a cereal element to 00:00:32.646 --> 00:00:35.127 the beginning of Airbnb. 00:00:35.146 --> 00:00:36.347 Like their own cereal? 00:00:36.787 --> 00:00:38.808 I want to say they created Obama O's. 00:00:38.829 --> 00:00:40.789 That was them? 00:00:40.808 --> 00:00:42.030 Dave, do you remember this story? 00:00:45.658 --> 00:00:47.901 Not only did they create Obama O's, 00:00:47.941 --> 00:00:51.545 they also created Captain McCain's. 00:00:52.865 --> 00:00:53.927 No. 00:00:53.948 --> 00:00:55.448 Those are the two candidates in two 00:00:55.488 --> 00:00:55.950 thousand eight. 00:00:56.409 --> 00:00:56.591 Yeah, 00:00:56.790 --> 00:00:58.131 that's actually how they made their first 00:00:58.152 --> 00:00:59.194 like thirty K in revenue. 00:00:59.893 --> 00:01:03.418 Selling boxes of cereal did not see. 00:01:03.439 --> 00:01:05.381 I love stories like I geek on stories 00:01:05.400 --> 00:01:05.820 like that. 00:01:07.658 --> 00:01:08.337 And more so, 00:01:08.837 --> 00:01:10.838 when they were selling the first rooms for 00:01:10.899 --> 00:01:11.379 Airbnb, 00:01:11.819 --> 00:01:14.159 it was around that two thousand eight 00:01:14.239 --> 00:01:15.421 presidential race. 00:01:15.960 --> 00:01:19.141 And Obama went to some city wherever they 00:01:19.162 --> 00:01:21.522 were living and all the hotels were booked 00:01:21.582 --> 00:01:21.742 up. 00:01:22.362 --> 00:01:23.503 And so they were like, oh, 00:01:23.802 --> 00:01:26.424 we're going to we're going to just somehow 00:01:26.463 --> 00:01:29.045 advertise online like we have couches and 00:01:29.545 --> 00:01:31.906 floors and beds to sleep on. 00:01:32.025 --> 00:01:34.066 And that's that's how they started. 00:01:34.346 --> 00:01:34.507 Yeah. 00:01:35.054 --> 00:01:35.855 Look, 00:01:35.894 --> 00:01:38.397 so what would happen if two physical 00:01:38.436 --> 00:01:40.037 therapists were like, you know what? 00:01:40.418 --> 00:01:44.021 We should create a cereal and start 00:01:44.081 --> 00:01:45.302 selling that cereal. 00:01:45.361 --> 00:01:45.542 Like, 00:01:45.581 --> 00:01:47.483 what do you think that conversation would 00:01:47.524 --> 00:01:50.085 sound like compared to these guys who 00:01:50.146 --> 00:01:52.147 created a cereal and generated thirty 00:01:52.167 --> 00:01:52.968 thousand dollars? 00:01:54.019 --> 00:01:55.358 it would be like, we can't do that. 00:01:55.718 --> 00:01:57.420 It's copyright, there's laws, 00:01:57.439 --> 00:01:59.240 there's all these restrictions and we have 00:01:59.260 --> 00:02:01.260 to get a LLC and an attorney. 00:02:01.301 --> 00:02:03.802 And I can even tell you how many 00:02:03.861 --> 00:02:05.762 things that I've done where I'm just like, 00:02:06.203 --> 00:02:06.942 yeah, good idea. 00:02:07.022 --> 00:02:07.483 Let's do it. 00:02:07.683 --> 00:02:08.582 Turn it into cash. 00:02:08.962 --> 00:02:09.503 I got yelled. 00:02:09.584 --> 00:02:10.943 I told this story yesterday to somebody 00:02:11.024 --> 00:02:12.403 off air and I was saying how when 00:02:12.443 --> 00:02:13.824 I first took over the radio station, 00:02:15.086 --> 00:02:16.627 I pretty much just copy what I copied 00:02:16.647 --> 00:02:18.269 what my boss did for the first sixty 00:02:18.288 --> 00:02:18.528 days. 00:02:18.588 --> 00:02:20.889 My previous boss did like to get my 00:02:20.949 --> 00:02:21.349 feet wet. 00:02:21.389 --> 00:02:21.610 Right. 00:02:21.730 --> 00:02:23.050 I'd seen him do it for three years, 00:02:23.070 --> 00:02:23.752 but now I'm in charge. 00:02:24.352 --> 00:02:25.812 And then once you sort of spread your 00:02:25.853 --> 00:02:26.233 wings, 00:02:26.393 --> 00:02:27.954 I sort of did something like that where 00:02:27.993 --> 00:02:29.235 I didn't ask for permission. 00:02:29.294 --> 00:02:30.754 I asked for forgiveness afterwards and I 00:02:30.775 --> 00:02:32.556 got called in the office and, you know, 00:02:32.575 --> 00:02:33.697 a bunch of us yelled about it or 00:02:33.736 --> 00:02:34.037 whatever. 00:02:34.056 --> 00:02:35.098 In the end, we left as friends. 00:02:35.198 --> 00:02:36.919 My boss made me stay afterwards and was 00:02:36.938 --> 00:02:37.118 like, 00:02:37.679 --> 00:02:38.400 Jimmy, close the door. 00:02:38.439 --> 00:02:39.441 And I'm like, oh, this isn't good. 00:02:39.961 --> 00:02:40.723 And he goes, listen, 00:02:40.763 --> 00:02:42.444 you run my rock radio station. 00:02:42.925 --> 00:02:44.287 If you're not having a meeting like this 00:02:44.426 --> 00:02:46.248 once a month, I have questions like, 00:02:46.329 --> 00:02:48.010 why aren't you doing crazy stuff? 00:02:48.752 --> 00:02:49.353 It's it's. 00:02:51.395 --> 00:02:52.956 The boss can't tell me to go break 00:02:52.977 --> 00:02:53.537 the rules, 00:02:53.576 --> 00:02:54.778 but he was sort of telling me, like, 00:02:55.019 --> 00:02:56.199 I need you to be on the edge, 00:02:56.219 --> 00:02:57.262 because if you're not the edge, 00:02:59.182 --> 00:03:00.343 When the middle falls out, 00:03:00.424 --> 00:03:01.425 we're gonna look to you. 00:03:01.645 --> 00:03:03.847 And I think we don't do that, right? 00:03:04.508 --> 00:03:04.788 I mean, 00:03:05.147 --> 00:03:06.990 I shared a video yesterday that performed 00:03:07.050 --> 00:03:08.450 pretty well, because I think it resonated, 00:03:08.891 --> 00:03:10.674 which is, I don't think insurance is bad. 00:03:11.054 --> 00:03:12.794 But if it's your only model, 00:03:14.116 --> 00:03:15.877 Are you shocked when you're like, oh, 00:03:15.918 --> 00:03:16.478 this sucks? 00:03:16.497 --> 00:03:17.318 I'm like, no. 00:03:17.378 --> 00:03:18.360 Got Dave over here who goes, 00:03:18.379 --> 00:03:19.980 I'm going to abandon that, right? 00:03:20.121 --> 00:03:21.522 I will eat what I kill, 00:03:21.802 --> 00:03:22.604 which is fine. 00:03:22.943 --> 00:03:24.585 I don't think it's all or nothing. 00:03:24.604 --> 00:03:25.566 It doesn't have to be, right? 00:03:25.626 --> 00:03:27.228 Whatever is right for you is right for 00:03:27.247 --> 00:03:27.407 you. 00:03:27.427 --> 00:03:29.028 I don't think insurance is bad. 00:03:29.348 --> 00:03:30.751 I also don't think it's good. 00:03:31.191 --> 00:03:32.472 If that were the only thing I were 00:03:32.491 --> 00:03:34.653 hanging my hat on, I would be nervous, 00:03:34.813 --> 00:03:34.973 right? 00:03:35.093 --> 00:03:37.295 Unless you understood the physics of the 00:03:37.336 --> 00:03:37.597 game. 00:03:37.856 --> 00:03:39.018 So I think most of the time people 00:03:39.057 --> 00:03:40.558 default to – 00:03:40.419 --> 00:03:41.519 Well, no one else is doing it. 00:03:41.558 --> 00:03:43.039 There's probably a good reason for it. 00:03:43.120 --> 00:03:45.360 And people who invent serials go, nah, 00:03:45.379 --> 00:03:45.780 screw that. 00:03:45.800 --> 00:03:46.520 I'm going to give it a shot. 00:03:46.539 --> 00:03:49.020 Yeah. 00:03:49.040 --> 00:03:50.760 That's where the opportunity lies. 00:03:50.860 --> 00:03:51.161 Dave, 00:03:51.401 --> 00:03:54.062 I want to hear about some stuff that 00:03:54.081 --> 00:03:54.701 Dave is doing. 00:03:54.741 --> 00:03:55.421 But real quick, 00:03:56.042 --> 00:03:57.361 on the way in this morning, 00:03:57.983 --> 00:03:59.562 I was playing with ChatGVE. 00:03:59.622 --> 00:04:01.682 So I pitched you guys, hey, 00:04:01.782 --> 00:04:03.743 APTA needs to abandon the 00:04:03.943 --> 00:04:04.804 eighteen-year-olds. 00:04:05.524 --> 00:04:08.067 focus on the fifty-year-olds let's get a 00:04:08.127 --> 00:04:11.931 bunch of professionals into the profession 00:04:12.770 --> 00:04:14.492 um they've already been successful they've 00:04:14.513 --> 00:04:16.915 already been made their money so this 00:04:16.956 --> 00:04:18.536 morning coming in i'm like all right let's 00:04:18.557 --> 00:04:19.778 find something in between 00:04:20.639 --> 00:04:21.040 So I'm like, 00:04:21.079 --> 00:04:23.360 what would happen if a young person who 00:04:23.380 --> 00:04:25.882 would normally go into college takes ten 00:04:25.903 --> 00:04:26.262 years? 00:04:27.343 --> 00:04:29.524 Anybody who's smart enough to get through 00:04:29.564 --> 00:04:32.386 PT school is more than smart enough to 00:04:32.466 --> 00:04:33.947 establish, get a job, 00:04:34.007 --> 00:04:35.387 make sixty thousand a year. 00:04:35.507 --> 00:04:36.507 Very conservative. 00:04:37.108 --> 00:04:39.129 So so I'm putting all these variables in. 00:04:39.149 --> 00:04:40.269 I'm like, all right, 00:04:40.290 --> 00:04:42.732 take a person goes from high school 00:04:43.052 --> 00:04:44.072 straight into employment. 00:04:44.992 --> 00:04:46.694 They're earning sixty thousand a year is 00:04:46.733 --> 00:04:48.654 like a general idea. 00:04:49.355 --> 00:04:51.117 Another person goes straight into college. 00:04:51.377 --> 00:04:52.396 They go through undergrad, 00:04:52.437 --> 00:04:53.478 go through graduate, 00:04:53.557 --> 00:04:55.759 they estimate the amount they're paying in 00:04:55.800 --> 00:04:58.040 tuition, estimate opportunity costs, 00:04:58.100 --> 00:04:58.880 all that kind of stuff. 00:04:59.541 --> 00:05:00.983 And the numbers were ridiculous. 00:05:01.062 --> 00:05:02.463 If somebody took ten years, 00:05:03.490 --> 00:05:05.591 got a job, earned income, 00:05:05.750 --> 00:05:08.312 put twenty percent into savings, 00:05:09.112 --> 00:05:11.934 invested that money during the eighteen to 00:05:11.994 --> 00:05:15.694 twenty eight timeframe versus the person 00:05:15.714 --> 00:05:17.315 who goes through PT school. 00:05:17.755 --> 00:05:19.776 Even though that person comes out earning 00:05:19.896 --> 00:05:20.396 more, 00:05:20.937 --> 00:05:22.798 the time value of that money is 00:05:22.858 --> 00:05:24.259 significantly less. 00:05:24.338 --> 00:05:25.959 They have less time to compound, 00:05:26.019 --> 00:05:27.220 less time to invest. 00:05:28.435 --> 00:05:31.416 the the younger person getting the job is 00:05:31.476 --> 00:05:34.697 significantly better financially over a 00:05:34.757 --> 00:05:37.338 twenty or thirty year period but nobody 00:05:37.399 --> 00:05:39.720 does it nobody would even consider they're 00:05:39.819 --> 00:05:42.221 so freaked out and i know you guys 00:05:42.261 --> 00:05:44.060 are thinking the same thing you hear that 00:05:44.081 --> 00:05:45.742 voice in your head saying if i don't 00:05:45.762 --> 00:05:47.302 do it now i'm never gonna do it 00:05:47.702 --> 00:05:49.622 that's freaking ridiculous that is the 00:05:49.663 --> 00:05:52.483 most absurd excuse to go straight into 00:05:52.543 --> 00:05:56.004 college that i've ever heard yet it echoes 00:05:56.045 --> 00:05:57.266 in our head constantly 00:05:58.072 --> 00:05:58.672 Yep. 00:05:58.791 --> 00:06:01.754 I think now people would be more likely 00:06:01.793 --> 00:06:03.855 to do it, especially this next generation. 00:06:03.875 --> 00:06:05.615 And I did have a funny interaction on 00:06:05.696 --> 00:06:06.916 LinkedIn that I might bring up, 00:06:06.956 --> 00:06:08.637 which is all I have to say is 00:06:08.658 --> 00:06:09.999 the title of the interaction was These 00:06:10.038 --> 00:06:10.639 Kids Today. 00:06:11.540 --> 00:06:14.141 I think these kids today accept less crap 00:06:14.341 --> 00:06:16.442 because they have an opportunity to see 00:06:16.583 --> 00:06:19.444 other people accepting less crap, right? 00:06:19.865 --> 00:06:21.565 People's attention spans are shorter. 00:06:21.886 --> 00:06:22.245 Are they? 00:06:22.625 --> 00:06:23.687 Or do they have more options? 00:06:23.726 --> 00:06:25.108 I was talking to someone yesterday about 00:06:25.807 --> 00:06:26.928 how to create a job ad 00:06:28.202 --> 00:06:28.382 I'm like, 00:06:28.403 --> 00:06:29.463 do you really think they're scrolling 00:06:29.543 --> 00:06:30.024 text? 00:06:30.764 --> 00:06:32.685 Meet people where they are and you're on 00:06:32.725 --> 00:06:33.286 Indeed. 00:06:33.565 --> 00:06:33.886 No, 00:06:34.266 --> 00:06:36.107 you want to find the really good employee? 00:06:36.487 --> 00:06:37.747 They might not be looking. 00:06:38.487 --> 00:06:39.649 But if they found something, 00:06:39.829 --> 00:06:40.649 they're not stupid. 00:06:40.788 --> 00:06:41.829 They'll go, hang on a second. 00:06:42.149 --> 00:06:42.930 I wasn't looking. 00:06:43.430 --> 00:06:44.891 Do you want the people who are begging 00:06:44.930 --> 00:06:45.411 and looking? 00:06:45.632 --> 00:06:47.692 That person might already be roasted on 00:06:47.733 --> 00:06:50.033 this profession or completely burnt out. 00:06:50.494 --> 00:06:51.475 Or do you want the winner? 00:06:51.915 --> 00:06:53.014 Winners aren't on Indeed. 00:06:53.216 --> 00:06:53.735 Where are they? 00:06:55.161 --> 00:06:56.802 They're on Instagram reels, scrolling, 00:06:56.863 --> 00:06:57.303 hanging out. 00:06:57.403 --> 00:06:58.245 If you can be there, 00:06:58.285 --> 00:06:59.165 you've got a chance. 00:06:59.725 --> 00:07:01.286 And I explained to this person who was 00:07:01.307 --> 00:07:03.408 like looking at me like I had two 00:07:03.449 --> 00:07:03.769 heads. 00:07:04.389 --> 00:07:06.232 I was like, this is the second screen. 00:07:06.711 --> 00:07:09.014 And I'm watching two different people and 00:07:09.033 --> 00:07:10.254 I'm estimating their ages. 00:07:10.415 --> 00:07:11.536 One person was in their thirties. 00:07:11.637 --> 00:07:12.918 One person I'm estimating in their 00:07:12.978 --> 00:07:13.377 fifties. 00:07:13.939 --> 00:07:15.000 The person in their fifties was like, 00:07:15.339 --> 00:07:16.920 people don't watch TV and scroll the 00:07:16.961 --> 00:07:17.281 internet. 00:07:17.302 --> 00:07:18.343 And the person in their thirties was like, 00:07:19.348 --> 00:07:19.908 Yeah, we do. 00:07:19.949 --> 00:07:22.411 We're holding a second screen the entire 00:07:22.451 --> 00:07:23.730 time, right? 00:07:23.930 --> 00:07:24.851 Certain demographics. 00:07:25.492 --> 00:07:28.074 So if the attention span isn't the issue, 00:07:28.995 --> 00:07:31.096 The risk aversion isn't the issue. 00:07:31.117 --> 00:07:32.598 The kids these days isn't the issue. 00:07:33.218 --> 00:07:34.699 They know they have better different 00:07:34.720 --> 00:07:35.220 choices, 00:07:35.279 --> 00:07:37.201 different options than just go to college. 00:07:37.601 --> 00:07:40.543 And they see examples of people doing it 00:07:41.064 --> 00:07:42.725 every single day. 00:07:42.764 --> 00:07:43.605 That's why they're more apt, 00:07:43.625 --> 00:07:45.927 in my opinion, to skip the route. 00:07:46.666 --> 00:07:47.747 And who's feeling it now? 00:07:48.468 --> 00:07:49.689 If you're on LinkedIn and you hang out 00:07:49.709 --> 00:07:50.550 with any academics, 00:07:50.569 --> 00:07:52.651 you're seeing applications are varied. 00:07:52.670 --> 00:07:53.572 They're all over the place. 00:07:54.952 --> 00:07:55.293 God, 00:07:55.473 --> 00:07:57.154 Syracuse had to lay off a bunch of 00:07:57.194 --> 00:07:57.516 people. 00:07:58.197 --> 00:07:58.617 I mean, 00:07:58.656 --> 00:08:00.358 Syracuse acts like an Ivy League school. 00:08:00.699 --> 00:08:01.761 They're not an Ivy League school 00:08:01.821 --> 00:08:02.261 technically, 00:08:02.300 --> 00:08:03.182 but they like to pretend they are. 00:08:03.562 --> 00:08:05.644 They had to shut down a bunch of 00:08:05.704 --> 00:08:06.305 programs, 00:08:06.665 --> 00:08:08.168 and they're confused at why this is 00:08:08.208 --> 00:08:08.548 happening. 00:08:08.869 --> 00:08:11.451 One university dropped five thousand 00:08:11.732 --> 00:08:13.653 employees, non-faculty. 00:08:14.699 --> 00:08:15.478 Non-faculty. 00:08:15.759 --> 00:08:17.220 They got rid of the support staff. 00:08:17.300 --> 00:08:17.579 Why? 00:08:18.040 --> 00:08:19.081 Because they weren't putting butts in 00:08:19.120 --> 00:08:19.480 seats. 00:08:19.540 --> 00:08:20.901 But it's really funny that they got rid 00:08:20.920 --> 00:08:22.521 of the support staff. 00:08:22.982 --> 00:08:23.783 Very odd to me. 00:08:23.843 --> 00:08:24.963 So I know I went on a little 00:08:24.983 --> 00:08:26.723 tangent there. 00:08:26.764 --> 00:08:27.963 But we did promise, Tony, 00:08:28.163 --> 00:08:31.766 we wanted to hear what Dave was talking 00:08:31.786 --> 00:08:31.925 about. 00:08:31.985 --> 00:08:32.706 What do you got going on? 00:08:32.725 --> 00:08:34.386 There's a couple things that you shared in 00:08:34.407 --> 00:08:34.927 the group chat. 00:08:36.038 --> 00:08:36.597 couple of things. 00:08:36.638 --> 00:08:38.578 I think another thing I didn't mention yet 00:08:38.698 --> 00:08:40.159 is I did one of these like, 00:08:40.960 --> 00:08:43.621 non BNI, but BNI meetings yesterday. 00:08:43.741 --> 00:08:44.782 So that's a little hook. 00:08:44.902 --> 00:08:46.243 And maybe we'll mention next time if we 00:08:46.263 --> 00:08:48.443 have time today. 00:08:48.504 --> 00:08:49.904 BNI is what is it Tony, 00:08:49.945 --> 00:08:51.184 like business networking, 00:08:51.245 --> 00:08:51.905 something that's like, 00:08:52.145 --> 00:08:54.807 it's like a national branded or franchise, 00:08:54.907 --> 00:08:56.488 like business networking, 00:08:56.768 --> 00:08:57.388 the whole point of it, 00:08:57.748 --> 00:08:59.229 you meet weekly or monthly or whatever, 00:08:59.288 --> 00:09:00.450 and you share referrals. 00:09:01.509 --> 00:09:02.750 And I've been jaded with that, 00:09:02.770 --> 00:09:04.350 because I just I tried other ones in 00:09:04.370 --> 00:09:04.731 the past. 00:09:04.751 --> 00:09:05.432 And it was just like, 00:09:06.985 --> 00:09:08.307 It's just like attorneys and accountants 00:09:08.346 --> 00:09:10.989 referring customers to each other, 00:09:11.448 --> 00:09:13.510 but not like our ideal client. 00:09:13.571 --> 00:09:15.892 But there's some promise with what I did 00:09:15.932 --> 00:09:16.452 yesterday. 00:09:17.352 --> 00:09:19.995 But first, let's talk about marketing. 00:09:20.075 --> 00:09:21.255 We just hired a new agency. 00:09:21.336 --> 00:09:24.638 So the new marketer got him access to 00:09:24.697 --> 00:09:25.778 our Facebook ads manager, 00:09:26.340 --> 00:09:27.519 Facebook and Instagram. 00:09:27.539 --> 00:09:30.643 So meta ads manager, meta business sweep. 00:09:31.543 --> 00:09:33.664 And it's our CRM, our high level. 00:09:35.346 --> 00:09:37.006 And here's what prompted this. 00:09:37.126 --> 00:09:38.148 I saw online. 00:09:38.528 --> 00:09:39.769 So there's this physical therapist named 00:09:39.828 --> 00:09:40.349 Zachy. 00:09:40.668 --> 00:09:42.591 He's a practice owner in Las Vegas. 00:09:43.230 --> 00:09:44.851 He's going to be on the podcast in 00:09:44.871 --> 00:09:45.413 a couple of weeks. 00:09:46.072 --> 00:09:47.933 He is super sharp. 00:09:47.953 --> 00:09:50.115 He's connected with Jordan Mather and Ben 00:09:50.135 --> 00:09:51.317 Boggy with Clinical Marketer. 00:09:52.397 --> 00:09:53.518 Those guys are all my friends and 00:09:53.538 --> 00:09:53.958 colleagues. 00:09:53.999 --> 00:09:54.139 So 00:09:54.923 --> 00:09:57.806 I watch their podcasts on Spotify. 00:09:58.025 --> 00:09:59.307 There's the video Spotify now. 00:09:59.527 --> 00:10:01.307 But anyway, so Zachy's super sharp. 00:10:01.347 --> 00:10:03.229 I can't wait for you to interview him. 00:10:03.269 --> 00:10:05.370 He's got maybe two or three clinics in 00:10:05.389 --> 00:10:05.831 Las Vegas. 00:10:05.850 --> 00:10:09.172 They're doing over seven figures. 00:10:09.673 --> 00:10:11.634 They're doing over a million in revenue. 00:10:12.553 --> 00:10:13.195 He's super sharp. 00:10:13.715 --> 00:10:16.756 And I watched one of his videos with 00:10:16.777 --> 00:10:17.878 this guy, Jeff Miller. 00:10:18.018 --> 00:10:18.278 Tony, 00:10:18.298 --> 00:10:19.519 do you know this guy Jeff Miller is 00:10:19.578 --> 00:10:19.958 marketing? 00:10:21.038 --> 00:10:21.580 I don't think so. 00:10:22.986 --> 00:10:23.366 So this guy, 00:10:23.407 --> 00:10:24.969 Jeff Miller is like a marketer, you know, 00:10:25.349 --> 00:10:29.013 maybe similar to like a lesser known Al 00:10:29.052 --> 00:10:31.414 Tramosi or I don't know, whatever. 00:10:31.875 --> 00:10:34.498 So Zachy must have paid this guy however 00:10:34.538 --> 00:10:37.821 much to do like consulting on how to 00:10:37.841 --> 00:10:38.902 like run meta ads. 00:10:38.922 --> 00:10:40.903 And it's like a forty or forty one 00:10:40.923 --> 00:10:41.724 minute video on YouTube. 00:10:41.744 --> 00:10:42.745 It's completely for free. 00:10:44.047 --> 00:10:44.726 I told my wife, 00:10:44.866 --> 00:10:46.168 I think I've watched this video like 00:10:47.235 --> 00:10:49.277 ten to fifteen times a forty minute video 00:10:49.336 --> 00:10:51.258 the same video same video like i don't 00:10:51.278 --> 00:10:52.118 know i don't know how you i don't 00:10:52.138 --> 00:10:53.339 know how you guys learn but like if 00:10:53.379 --> 00:10:56.779 it's audiobooks or if it's a podcast i'll 00:10:56.799 --> 00:10:59.142 watch something and i'll i'll watch it 00:10:59.162 --> 00:11:00.782 like a second time and then i'm picking 00:11:00.802 --> 00:11:02.342 up different things and it's like it's 00:11:02.363 --> 00:11:04.864 like almost like my brain didn't allow me 00:11:04.903 --> 00:11:06.804 to like really it's normal here or 00:11:06.845 --> 00:11:08.946 comprehend right so i like i listen to 00:11:08.966 --> 00:11:10.746 it again let's do it again it's really 00:11:10.787 --> 00:11:12.248 fascinating because this guy jeff miller 00:11:12.327 --> 00:11:12.748 shows 00:11:14.696 --> 00:11:16.496 a screenshot on the Zoom call. 00:11:16.517 --> 00:11:17.876 It's basically like a consulting call that 00:11:17.937 --> 00:11:19.017 Zachy put publicly. 00:11:19.037 --> 00:11:20.177 I'm assuming this guy, Jeff Miller, 00:11:20.216 --> 00:11:20.837 was okay with it. 00:11:21.158 --> 00:11:22.437 But it's basically like a paid consulting 00:11:22.457 --> 00:11:23.158 call that's public. 00:11:23.457 --> 00:11:25.219 So I basically get this free consulting 00:11:27.198 --> 00:11:29.239 help just through a free YouTube video. 00:11:31.379 --> 00:11:34.100 And it shows the awareness levels of 00:11:34.160 --> 00:11:34.561 marketing. 00:11:35.260 --> 00:11:39.501 So it goes from unaware to problem aware 00:11:41.003 --> 00:11:45.547 to solution aware and then service or 00:11:45.586 --> 00:11:47.009 product aware and then most aware. 00:11:47.068 --> 00:11:49.331 So unaware would be like a busy 00:11:49.370 --> 00:11:51.393 professional rolls out of bed in the 00:11:51.432 --> 00:11:53.614 morning and they have like back pain and 00:11:53.654 --> 00:11:54.674 stiffness, but like, they just, 00:11:54.774 --> 00:11:55.316 they're like, oh, 00:11:55.355 --> 00:11:57.498 it's because I'm stressed and I'm older 00:11:57.618 --> 00:11:58.339 and whatever. 00:11:58.399 --> 00:11:59.139 Like they don't even, 00:11:59.879 --> 00:12:01.120 they don't even like acknowledge that they 00:12:01.140 --> 00:12:02.601 have like an issue that's abnormal. 00:12:02.621 --> 00:12:03.763 They just think that's normal for them. 00:12:03.783 --> 00:12:04.923 They think that's normal for their, 00:12:05.085 --> 00:12:06.365 you know, forty, fifty year olds. 00:12:06.426 --> 00:12:07.486 Like they just think it's normal. 00:12:08.548 --> 00:12:10.269 And then, so problem aware would be like, 00:12:10.389 --> 00:12:12.009 okay, I actually do have back pain. 00:12:12.049 --> 00:12:13.330 It's more than stiffness now. 00:12:15.791 --> 00:12:16.731 And they kind of, 00:12:16.772 --> 00:12:18.472 you're confronting that over time, 00:12:18.552 --> 00:12:20.212 like over, it could be weeks, months, 00:12:20.253 --> 00:12:22.173 years, whatever. 00:12:22.234 --> 00:12:23.414 And I'm pretty sure, don't quote me, 00:12:23.434 --> 00:12:24.715 but I'm pretty sure then the next level 00:12:24.754 --> 00:12:27.397 would be like, 00:12:29.549 --> 00:12:30.230 solution aware. 00:12:30.269 --> 00:12:30.791 So it's like, okay, 00:12:30.811 --> 00:12:32.890 I have back pain and I could get 00:12:32.910 --> 00:12:35.572 a massage, acupuncture, chiropractic, PT, 00:12:35.971 --> 00:12:36.672 pain pills, 00:12:36.711 --> 00:12:38.013 maybe injections if I needed it. 00:12:38.273 --> 00:12:40.732 So I know that there are solutions and 00:12:40.753 --> 00:12:41.533 treatments out there, 00:12:42.153 --> 00:12:43.214 but I know that there's a ton of 00:12:43.234 --> 00:12:46.554 them and that's it. 00:12:46.575 --> 00:12:48.514 There's so many options and people use 00:12:48.554 --> 00:12:49.895 that as why they don't take action and 00:12:49.916 --> 00:12:50.596 all that type of stuff. 00:12:52.414 --> 00:12:53.615 So then once the person knows that they 00:12:53.635 --> 00:12:54.116 have a problem, 00:12:54.136 --> 00:12:55.658 they acknowledge that they have a problem 00:12:55.817 --> 00:12:57.320 or they label it or diagnose it or 00:12:57.340 --> 00:12:58.400 they confront it, 00:12:59.302 --> 00:13:00.503 then they might start looking for 00:13:00.822 --> 00:13:01.323 solutions. 00:13:01.703 --> 00:13:03.385 So then the next step would be, 00:13:06.186 --> 00:13:07.187 product aware, 00:13:07.346 --> 00:13:08.807 or in this case would be service aware. 00:13:08.847 --> 00:13:10.168 So it's like, if you live in Ohio, 00:13:10.229 --> 00:13:11.870 you know, Tony Meritato, 00:13:11.889 --> 00:13:13.331 you look up total therapy solutions. 00:13:13.371 --> 00:13:14.952 If you're in New York city, you're like, 00:13:15.013 --> 00:13:16.254 okay, there's JAG physical therapy, 00:13:16.293 --> 00:13:16.953 there's professional, 00:13:16.975 --> 00:13:17.955 there's concierge pain relief, 00:13:17.975 --> 00:13:19.375 there's Tribeca PT. 00:13:19.416 --> 00:13:19.576 I mean, 00:13:19.596 --> 00:13:21.258 there's like a million different options 00:13:21.298 --> 00:13:22.099 just in PT, 00:13:22.139 --> 00:13:24.120 not even including acupuncture and 00:13:24.259 --> 00:13:24.681 everything else. 00:13:26.741 --> 00:13:28.384 So I watched this video and then obviously 00:13:28.423 --> 00:13:30.004 most aware would be like the person that 00:13:30.024 --> 00:13:31.306 like wants to work with you and your 00:13:31.326 --> 00:13:32.307 practice, no matter what. 00:13:33.193 --> 00:13:34.434 So working, 00:13:35.335 --> 00:13:36.316 seeing this video and I'm like, 00:13:36.375 --> 00:13:37.356 I gotta find an agency. 00:13:37.417 --> 00:13:38.597 They're gonna have their own approach and 00:13:38.618 --> 00:13:40.839 then I'm gonna also bring in my approach. 00:13:41.960 --> 00:13:44.341 And so this approach is from this YouTube 00:13:44.361 --> 00:13:45.581 video and this agency, 00:13:45.601 --> 00:13:46.482 they're gonna probably do their own 00:13:46.503 --> 00:13:46.883 approach. 00:13:47.182 --> 00:13:48.683 But long story short, the whole point is, 00:13:49.524 --> 00:13:51.407 to do meta ads on Facebook and Instagram 00:13:51.886 --> 00:13:54.109 that are not just offers, not like, hey, 00:13:54.408 --> 00:13:57.392 ninety seven dollar initial evaluation at 00:13:57.652 --> 00:13:59.332 for your back pain or sciatica at our 00:13:59.352 --> 00:14:00.333 clinic or a home visit. 00:14:00.433 --> 00:14:01.775 Well, that's what I used to do. 00:14:01.936 --> 00:14:03.557 I used other agencies where every single 00:14:03.976 --> 00:14:05.658 ad was either running to a webinar with 00:14:05.678 --> 00:14:07.821 an offer or it was a direct offer. 00:14:08.721 --> 00:14:09.621 This guy, Jeff Miller, 00:14:09.982 --> 00:14:11.683 says you run you run Facebook and 00:14:11.764 --> 00:14:14.687 Instagram ads with different verbiage from 00:14:14.787 --> 00:14:16.028 like the five different levels. 00:14:17.955 --> 00:14:21.557 so talking about the back pain like and 00:14:21.596 --> 00:14:24.197 i'm doing some videos like this now um 00:14:24.238 --> 00:14:25.678 that i'm posted that i'm posting on 00:14:26.219 --> 00:14:28.100 instagram and tick tock and facebook and 00:14:28.120 --> 00:14:29.700 all that where i'm just talking into the 00:14:29.740 --> 00:14:31.461 phone i'm using chat gpt to like make 00:14:31.480 --> 00:14:34.623 a script i got a teleprompter app uh 00:14:34.663 --> 00:14:37.083 trying to make it look natural but it's 00:14:37.104 --> 00:14:39.105 like top of funnel and then even more 00:14:39.125 --> 00:14:40.664 and more more serious so like i'm just 00:14:40.684 --> 00:14:41.525 doing these videos on 00:14:42.534 --> 00:14:45.375 unaware so like what are the hooks about 00:14:45.417 --> 00:14:47.197 back pain and stiffness what are the 00:14:47.256 --> 00:14:49.558 what's the type of content and verbiage to 00:14:49.678 --> 00:14:51.980 speak on and then the call to action 00:14:52.039 --> 00:14:55.381 is like dm us the word back and 00:14:55.562 --> 00:14:57.241 we can discuss like the next potential 00:14:57.261 --> 00:14:58.942 best step for you so the call to 00:14:58.982 --> 00:15:01.144 action is like almost like inquire or 00:15:01.183 --> 00:15:03.946 learn more it's not we have this three 00:15:03.966 --> 00:15:05.826 hundred fifty dollar evaluation or a 00:15:05.886 --> 00:15:08.207 ninety seven dollar uh 00:15:09.177 --> 00:15:10.639 discounted offer evaluation. 00:15:10.678 --> 00:15:11.759 So does that make sense? 00:15:11.779 --> 00:15:16.624 Like it's using ads to take someone from 00:15:16.644 --> 00:15:19.105 a cold prospect down the different levels 00:15:19.166 --> 00:15:21.366 of awareness marketing to go from cold 00:15:21.408 --> 00:15:22.128 prospect to, 00:15:22.889 --> 00:15:24.230 I only wanna work with Concierge Pain 00:15:24.250 --> 00:15:24.549 Relief. 00:15:24.850 --> 00:15:28.273 So it's gonna take six to twelve ads 00:15:28.413 --> 00:15:30.094 for each person to see six to twelve 00:15:30.214 --> 00:15:32.576 ads over time to then call us and 00:15:32.615 --> 00:15:32.775 be like, 00:15:32.875 --> 00:15:34.157 I only wanna work with you guys. 00:15:34.498 --> 00:15:35.899 And the reason why it's funny is the 00:15:35.979 --> 00:15:37.059 agency that I signed up with, 00:15:38.032 --> 00:15:39.695 the guy Tucker is like, why us? 00:15:39.715 --> 00:15:40.076 Why me? 00:15:40.096 --> 00:15:41.017 Like, why now all that? 00:15:41.037 --> 00:15:42.259 And I'm like, well, yeah, 00:15:42.298 --> 00:15:45.365 because I saw six to twelve of your 00:15:45.485 --> 00:15:48.269 ads and I didn't I didn't book this 00:15:48.289 --> 00:15:48.649 call. 00:15:49.051 --> 00:15:50.232 So I had a call with him 00:15:51.653 --> 00:15:52.432 last week or whatever. 00:15:53.854 --> 00:15:54.234 And I go, 00:15:54.293 --> 00:15:55.695 I didn't book this call on the first 00:15:55.955 --> 00:15:57.296 ad that I saw on Instagram. 00:15:58.696 --> 00:16:01.197 It was probably somewhere between and he 00:16:01.216 --> 00:16:02.357 goes, what, like six to twelve, 00:16:02.398 --> 00:16:02.837 six to ten. 00:16:02.857 --> 00:16:03.238 I'm like, yeah, 00:16:03.278 --> 00:16:04.879 I was like at least six to eight 00:16:04.918 --> 00:16:05.519 or ten or whatever. 00:16:06.000 --> 00:16:06.860 I don't even remember. 00:16:06.960 --> 00:16:07.139 Right. 00:16:07.159 --> 00:16:09.581 So the point is the strategy works. 00:16:09.701 --> 00:16:10.822 And now that's what we're going to start 00:16:10.841 --> 00:16:12.702 implementing soon as we're working on it. 00:16:13.427 --> 00:16:13.989 That's it. 00:16:14.009 --> 00:16:15.090 There's the spectrum, right? 00:16:15.710 --> 00:16:18.231 We think we jump from attention to action, 00:16:18.572 --> 00:16:18.773 right? 00:16:19.092 --> 00:16:21.554 And I think you can if you're Teemu, 00:16:21.916 --> 00:16:22.176 right? 00:16:22.255 --> 00:16:23.996 You see the cool thing and it's twelve 00:16:24.037 --> 00:16:25.418 dollars and you're like, I'll buy it now. 00:16:25.678 --> 00:16:27.200 Teemu is not trying to earn your trust. 00:16:27.519 --> 00:16:27.921 In fact, 00:16:28.782 --> 00:16:30.623 Teemu burns more trust than anybody on the 00:16:30.663 --> 00:16:31.744 planet because then when that thing 00:16:31.783 --> 00:16:33.346 arrives, it's trash. 00:16:33.625 --> 00:16:34.767 But you got sold. 00:16:35.427 --> 00:16:36.628 You're selling something 00:16:37.509 --> 00:16:39.451 way more complex, way deeper. 00:16:40.273 --> 00:16:42.676 Why would we expect it to be attention 00:16:42.735 --> 00:16:43.336 to action? 00:16:43.397 --> 00:16:43.956 Of course, 00:16:43.996 --> 00:16:46.961 it's going to be attention to earned trust 00:16:47.081 --> 00:16:47.542 over time. 00:16:47.581 --> 00:16:49.303 I'm giving a talk at APTA Florida this 00:16:49.344 --> 00:16:49.744 weekend. 00:16:50.085 --> 00:16:51.527 This slide is on the deck, 00:16:51.907 --> 00:16:53.609 but I want to walk people through it. 00:16:55.250 --> 00:16:55.931 So first of all, 00:16:55.971 --> 00:16:57.892 you gotta send me the video link. 00:16:57.991 --> 00:16:58.751 Cause people are already, 00:16:58.792 --> 00:17:00.013 I'm already hearing people. 00:17:00.072 --> 00:17:01.993 I can hear people like Googling, 00:17:02.013 --> 00:17:03.134 trying to get that Jeff Miller, 00:17:03.433 --> 00:17:03.933 Jeff Miller. 00:17:03.953 --> 00:17:04.713 That was his name, Jeff Miller. 00:17:04.733 --> 00:17:05.354 Did you? 00:17:05.413 --> 00:17:05.555 Yeah. 00:17:05.575 --> 00:17:06.315 Did you find a Tony? 00:17:06.335 --> 00:17:08.315 You look like you were going over here. 00:17:08.414 --> 00:17:09.435 I'm looking for it. 00:17:09.756 --> 00:17:10.915 We'll share that in the show notes. 00:17:10.976 --> 00:17:12.017 Cause I'm smart enough to know. 00:17:12.057 --> 00:17:13.217 I want you to go down there and 00:17:13.277 --> 00:17:13.596 click it. 00:17:13.616 --> 00:17:14.317 Cause that's brilliant. 00:17:15.178 --> 00:17:16.137 I got like twelve minutes. 00:17:16.157 --> 00:17:17.238 I got to jump a little early. 00:17:17.499 --> 00:17:19.659 So I wanted to talk about something that 00:17:19.719 --> 00:17:23.240 we were teasing with on Monday, 00:17:23.320 --> 00:17:23.800 on Tuesday. 00:17:24.780 --> 00:17:27.002 David Ogilvy, often cited as like, 00:17:27.022 --> 00:17:27.303 you know, 00:17:27.343 --> 00:17:30.066 the father of modern advertising and 00:17:30.105 --> 00:17:31.707 copywriting, just like kind of a legend, 00:17:31.727 --> 00:17:32.607 like wrote the book. 00:17:33.588 --> 00:17:34.169 Tony was like, 00:17:35.029 --> 00:17:36.872 we can bring people back from the dead. 00:17:37.531 --> 00:17:38.853 Like, you know, that like great question, 00:17:38.873 --> 00:17:40.355 like who are the three people you'd have 00:17:40.414 --> 00:17:40.894 dinner with? 00:17:40.954 --> 00:17:41.174 Right. 00:17:41.576 --> 00:17:43.196 You can do that with Trashy BT now. 00:17:43.237 --> 00:17:43.616 You can be like, 00:17:43.696 --> 00:17:44.979 I'm going to dinner party with Sigmund 00:17:45.019 --> 00:17:47.961 Freud and Abraham Lincoln and Gandhi. 00:17:48.060 --> 00:17:49.722 And you could just have conversations 00:17:49.742 --> 00:17:50.002 like. 00:17:50.182 --> 00:17:51.983 I understand that this is not actually 00:17:52.044 --> 00:17:52.483 Gandhi, 00:17:52.884 --> 00:17:55.044 but you can sort of play with ideas. 00:17:55.324 --> 00:17:56.964 We are a step away from the holodeck, 00:17:57.305 --> 00:17:59.144 right, from Star Trek The Next Generation. 00:17:59.846 --> 00:18:01.086 So, Tony, 00:18:01.105 --> 00:18:03.326 we decided to write or rewrite a job 00:18:03.346 --> 00:18:05.547 description or two based on David Ogilvy. 00:18:05.767 --> 00:18:06.727 I sat down to do that, 00:18:06.767 --> 00:18:07.467 and for some reason, 00:18:07.607 --> 00:18:08.948 I just wasn't prompting it right. 00:18:09.897 --> 00:18:10.298 It wasn't, 00:18:10.417 --> 00:18:11.859 it was not sounding like what I thought 00:18:11.880 --> 00:18:12.559 David Ogilvy was. 00:18:12.881 --> 00:18:14.362 So instead of like arguing with the 00:18:14.382 --> 00:18:16.443 machine, I went the other way. 00:18:16.463 --> 00:18:17.724 I was like, Tony's gonna do this. 00:18:17.825 --> 00:18:19.546 Why am I trying to out Tony, Tony? 00:18:19.726 --> 00:18:20.186 Don't do that. 00:18:20.527 --> 00:18:21.567 I went a different direction. 00:18:22.509 --> 00:18:23.650 I picked a job description. 00:18:24.790 --> 00:18:25.490 I stripped out 00:18:26.392 --> 00:18:28.134 most of the identifying factors. 00:18:28.314 --> 00:18:29.193 Like I didn't want the name in there. 00:18:29.214 --> 00:18:30.095 I don't want to call people out, 00:18:30.115 --> 00:18:30.875 but I wanted it to be a real 00:18:30.915 --> 00:18:31.516 job description. 00:18:32.057 --> 00:18:32.897 And then what did you do? 00:18:32.938 --> 00:18:34.057 How did you Ogilvy this? 00:18:34.078 --> 00:18:35.559 Because I want you to share yours. 00:18:35.680 --> 00:18:36.780 I'm just going to do the script that 00:18:36.820 --> 00:18:38.481 I would use and then I'll share. 00:18:38.801 --> 00:18:40.703 But I think neither of them are right 00:18:40.723 --> 00:18:41.044 or wrong. 00:18:41.064 --> 00:18:41.684 They're just different. 00:18:42.361 --> 00:18:43.721 I actually completely forgot. 00:18:43.741 --> 00:18:45.383 So I did nothing. 00:18:45.843 --> 00:18:47.064 I'm completely unprepared. 00:18:47.124 --> 00:18:47.825 So you go ahead. 00:18:47.845 --> 00:18:48.265 All right. 00:18:48.305 --> 00:18:50.465 So what I did was I was arguing 00:18:50.486 --> 00:18:51.987 with this stupid thing and I was trying 00:18:52.027 --> 00:18:54.588 to get it to explain how Ogilvy would 00:18:54.608 --> 00:18:54.808 do it. 00:18:54.848 --> 00:18:56.069 And he was like, Chachi, 00:18:56.089 --> 00:18:57.391 but you kept giving me like the David 00:18:57.490 --> 00:18:58.612 Ogilvy, like lesson. 00:18:58.771 --> 00:18:59.031 I was like, 00:18:59.092 --> 00:19:00.272 I don't need you to teach me as 00:19:00.333 --> 00:19:00.873 David Ogilvy. 00:19:01.113 --> 00:19:02.213 I need you to work for me. 00:19:02.453 --> 00:19:03.275 And it wasn't doing it. 00:19:03.615 --> 00:19:04.736 And it's also seven o'clock in the 00:19:04.756 --> 00:19:04.955 morning. 00:19:04.996 --> 00:19:05.576 I was like, screw this. 00:19:05.655 --> 00:19:06.297 I'm done. 00:19:06.317 --> 00:19:08.538 So then I said, who's a modern day, 00:19:09.679 --> 00:19:10.980 really good teacher. 00:19:11.558 --> 00:19:12.980 Almost like the Airbnb guys we were 00:19:13.000 --> 00:19:13.961 talking about, which is like, 00:19:14.381 --> 00:19:16.082 instead of just being an ad reader, 00:19:17.423 --> 00:19:18.824 can I have a stake in the company? 00:19:18.903 --> 00:19:19.903 And then you don't pay me, 00:19:20.044 --> 00:19:20.904 I just want stake, 00:19:20.924 --> 00:19:21.924 and then I'll do all the ads for 00:19:21.965 --> 00:19:22.145 free. 00:19:22.385 --> 00:19:23.465 And the answer is Ryan Reynolds. 00:19:23.546 --> 00:19:25.007 Ryan Reynolds figured this out with Mint 00:19:25.047 --> 00:19:27.348 Mobile and Aviation Gin, and he's like, 00:19:27.788 --> 00:19:30.310 I'm good-looking and famous right now, 00:19:30.411 --> 00:19:31.090 but in a couple years, 00:19:31.131 --> 00:19:32.551 I might not be good-looking or famous. 00:19:32.912 --> 00:19:34.553 Let me cash in and own something, 00:19:34.573 --> 00:19:35.894 which I think is a brilliant move. 00:19:36.213 --> 00:19:36.654 So I said... 00:19:37.474 --> 00:19:39.376 Ryan Reynolds is very punchy, 00:19:40.076 --> 00:19:41.258 breaks the fourth wall. 00:19:41.278 --> 00:19:44.420 I don't even think Deadpool is a stretch 00:19:44.519 --> 00:19:45.300 as an actor for him. 00:19:45.361 --> 00:19:47.182 I think he is sort of Deadpool-y. 00:19:47.702 --> 00:19:49.663 So I said, how do you do this? 00:19:50.005 --> 00:19:51.465 And again, to reiterate, 00:19:51.486 --> 00:19:53.007 if you didn't listen to the Tuesday's 00:19:53.047 --> 00:19:53.507 episode, 00:19:53.867 --> 00:19:55.669 the idea is you don't want a thousand 00:19:55.689 --> 00:19:56.490 people to apply. 00:19:56.990 --> 00:19:59.172 No one in talent acquisition wants that. 00:19:59.251 --> 00:20:00.553 That's a pile of turds. 00:20:00.593 --> 00:20:02.854 You know most of them are wrong. 00:20:03.755 --> 00:20:05.875 You want to exclude people as quickly as 00:20:05.935 --> 00:20:06.336 possible. 00:20:06.395 --> 00:20:07.576 So I'm gonna read this ad. 00:20:08.736 --> 00:20:10.037 It's very specific too. 00:20:11.396 --> 00:20:13.998 It's a very niche type of PT in 00:20:14.038 --> 00:20:14.917 a very niche area. 00:20:15.097 --> 00:20:16.499 And I like that because if it works 00:20:16.558 --> 00:20:17.098 for this, 00:20:17.439 --> 00:20:18.499 why wouldn't it work for everything? 00:20:18.699 --> 00:20:19.298 I want the hard one. 00:20:19.499 --> 00:20:20.420 So here's my ad read. 00:20:21.740 --> 00:20:22.579 Give me Ryan Reynolds on. 00:20:23.381 --> 00:20:26.181 We're hiring a certified hand therapist in 00:20:26.221 --> 00:20:26.902 Alaska. 00:20:27.721 --> 00:20:29.582 That sentence just eliminated like, 00:20:29.761 --> 00:20:31.242 ninety-seven percent of LinkedIn. 00:20:32.184 --> 00:20:32.625 Perfect. 00:20:33.306 --> 00:20:34.686 Now that all the wrong people are gone, 00:20:35.047 --> 00:20:35.728 here's the job. 00:20:36.407 --> 00:20:39.190 This is a specialty hand and upper 00:20:39.250 --> 00:20:40.211 extremity practice. 00:20:40.590 --> 00:20:42.712 So if you've spent years becoming really 00:20:42.752 --> 00:20:43.554 good at hands, 00:20:44.114 --> 00:20:46.455 you actually get to do hands. 00:20:46.915 --> 00:20:47.977 Wild concept, I know. 00:20:48.297 --> 00:20:49.617 There's great pay. 00:20:50.159 --> 00:20:51.140 Actually, I hate that phrase. 00:20:51.319 --> 00:20:51.880 There's pay. 00:20:52.339 --> 00:20:53.601 There's also a sign-on bonus. 00:20:53.821 --> 00:20:54.821 There are benefits, 00:20:55.022 --> 00:20:56.824 continuing ed and leadership development. 00:20:56.864 --> 00:20:57.845 Listen, all that's in there. 00:20:58.669 --> 00:21:00.769 And the company is employee-owned, 00:21:01.490 --> 00:21:03.631 not the we're all owners here in a 00:21:03.711 --> 00:21:04.851 motivational poster sense. 00:21:05.171 --> 00:21:06.030 Actual ownership. 00:21:06.932 --> 00:21:07.971 Now, let's get to this. 00:21:08.031 --> 00:21:08.872 Yes, Alaska. 00:21:09.692 --> 00:21:11.292 We're not going to call it an exciting 00:21:11.353 --> 00:21:12.432 relocation opportunity. 00:21:12.732 --> 00:21:13.374 It's Alaska. 00:21:13.653 --> 00:21:14.933 For some people, that's a hard no. 00:21:15.193 --> 00:21:15.453 Good. 00:21:15.733 --> 00:21:17.275 This job isn't for some people. 00:21:17.595 --> 00:21:19.996 It's for the certified hand therapist who 00:21:20.036 --> 00:21:21.496 hears specialty practice, 00:21:21.816 --> 00:21:23.836 employee ownership, Alaska, and thinks, 00:21:23.957 --> 00:21:25.096 okay, keep talking. 00:21:25.517 --> 00:21:27.317 If that's you, click here. 00:21:28.645 --> 00:21:29.306 That's the ad. 00:21:29.807 --> 00:21:30.946 I wanted it to weed out. 00:21:31.106 --> 00:21:31.727 Ninety nine. 00:21:31.946 --> 00:21:33.028 Who's moving to Alaska? 00:21:33.048 --> 00:21:33.968 That's a hand therapist. 00:21:34.307 --> 00:21:34.548 Dude, 00:21:34.648 --> 00:21:36.489 you are looking for the needle in the 00:21:36.548 --> 00:21:37.450 largest haystack. 00:21:37.750 --> 00:21:39.570 But all you got to do is find 00:21:39.931 --> 00:21:41.030 one one. 00:21:42.071 --> 00:21:44.212 I think indeed ads are the wrong way 00:21:44.252 --> 00:21:44.712 to go. 00:21:44.853 --> 00:21:46.834 I mentioned this last last episode. 00:21:47.114 --> 00:21:48.434 I talked to some groups who were three 00:21:48.555 --> 00:21:50.556 X in their spend and getting thirty 00:21:50.596 --> 00:21:51.615 percent of their results. 00:21:52.096 --> 00:21:53.416 That is a race to the bottom. 00:21:53.557 --> 00:21:54.836 So that's how Ryan Reynolds would try to 00:21:54.876 --> 00:21:57.439 sell that job. 00:21:57.538 --> 00:21:58.239 Dave, what do you think? 00:22:00.463 --> 00:22:01.325 I like it. 00:22:01.404 --> 00:22:04.166 I even like it more when Jimmy reads 00:22:04.207 --> 00:22:04.307 it. 00:22:04.807 --> 00:22:08.549 I feel like my gut though, 00:22:09.191 --> 00:22:11.031 I don't want to be negative, 00:22:11.092 --> 00:22:15.455 but like to fill jobs in these like, 00:22:16.597 --> 00:22:16.917 I don't know, 00:22:16.938 --> 00:22:17.538 what do you want to call them? 00:22:17.578 --> 00:22:19.662 Like more obscure locations? 00:22:20.122 --> 00:22:22.064 I feel like your best bet is to 00:22:22.105 --> 00:22:24.267 do clinical rotations and have a pipeline 00:22:24.307 --> 00:22:28.551 of students who circulate through there. 00:22:29.353 --> 00:22:29.993 And then that, 00:22:30.094 --> 00:22:31.355 I believe that would be the long-term 00:22:31.394 --> 00:22:31.736 solution. 00:22:31.756 --> 00:22:33.057 Now this is kind of like a short-term 00:22:33.076 --> 00:22:33.458 solution, 00:22:33.478 --> 00:22:35.579 like posting it and then getting it out 00:22:35.619 --> 00:22:35.760 there. 00:22:36.221 --> 00:22:38.342 So I talked with a group, that group, 00:22:38.622 --> 00:22:39.442 they are doing that. 00:22:39.603 --> 00:22:40.403 That is though, I said, 00:22:40.683 --> 00:22:41.463 what works for you? 00:22:41.604 --> 00:22:42.484 And what have you tried that has it? 00:22:42.505 --> 00:22:43.944 And they go, student affiliations. 00:22:44.025 --> 00:22:44.506 I go, all right, well, 00:22:44.526 --> 00:22:45.326 why aren't you milking that? 00:22:45.365 --> 00:22:46.386 And they go, 00:22:46.527 --> 00:22:47.487 we can only get so many. 00:22:48.087 --> 00:22:50.749 And some of them like- Figure, 00:22:51.088 --> 00:22:51.690 respectfully, 00:22:52.170 --> 00:22:53.611 figure out how to accept more students. 00:22:54.330 --> 00:22:56.433 How can you possibly do instead of one, 00:22:56.473 --> 00:22:57.935 can you do two instead of two? 00:22:57.955 --> 00:22:58.576 Can you do four? 00:22:58.736 --> 00:23:00.077 Can you do like can you do like 00:23:00.097 --> 00:23:00.438 group? 00:23:00.458 --> 00:23:02.361 Can you have two clinical roles and then 00:23:02.441 --> 00:23:04.202 two like students that come into a 00:23:04.222 --> 00:23:06.025 rotation and they're doing more like admin 00:23:06.305 --> 00:23:07.507 business stuff if they're interested in 00:23:07.547 --> 00:23:08.548 private practice and business? 00:23:08.567 --> 00:23:11.391 Yeah, I would push that idea. 00:23:11.411 --> 00:23:11.830 Push it. 00:23:12.679 --> 00:23:15.342 Like I did years ago, I worked for, 00:23:16.042 --> 00:23:17.624 I think because Jimmy did pee briefly as 00:23:17.663 --> 00:23:17.865 well. 00:23:18.204 --> 00:23:19.747 I did a very short stint, 00:23:20.247 --> 00:23:23.089 ten something years ago at this outpatient 00:23:23.611 --> 00:23:25.292 pediatric sensory integration clinic. 00:23:25.752 --> 00:23:26.733 And they would have students from like 00:23:26.834 --> 00:23:27.375 NYU. 00:23:27.934 --> 00:23:31.138 And this this owner eventually sold and 00:23:31.159 --> 00:23:32.660 then became like a faculty member at one 00:23:32.680 --> 00:23:33.320 of these programs. 00:23:33.801 --> 00:23:34.722 And she would have. 00:23:35.143 --> 00:23:37.324 for dbt students at any given time like 00:23:37.624 --> 00:23:39.463 like minimal to no supervision like i'm 00:23:39.503 --> 00:23:41.305 not saying it was great or or right 00:23:41.365 --> 00:23:42.884 or whatever and like whatever the rules 00:23:42.944 --> 00:23:44.905 are but like how can they push it 00:23:45.066 --> 00:23:46.786 how can they have instead of one i 00:23:46.865 --> 00:23:48.507 don't disagree it'd be like can it be 00:23:48.547 --> 00:23:51.586 like group i don't disagree what i might 00:23:51.606 --> 00:23:53.327 do is yes and which is 00:23:54.522 --> 00:23:56.683 Asking a PT student to go to Alaska, 00:23:57.365 --> 00:23:57.884 two things. 00:23:58.204 --> 00:23:58.365 One, 00:23:58.786 --> 00:24:00.086 they're going to use it as a vacation 00:24:00.246 --> 00:24:00.886 and then dip. 00:24:01.307 --> 00:24:01.846 That's fine. 00:24:02.167 --> 00:24:03.788 But if you're saying if we get ten 00:24:03.848 --> 00:24:05.348 in here to eventually stay, 00:24:05.690 --> 00:24:07.130 your answer is get a hundred. 00:24:07.170 --> 00:24:07.971 How do we get a hundred in the 00:24:07.990 --> 00:24:08.671 next three years? 00:24:09.152 --> 00:24:10.192 I would say sweeten the deal. 00:24:10.251 --> 00:24:10.893 Free housing. 00:24:12.053 --> 00:24:13.452 Any objection the student might have, 00:24:13.492 --> 00:24:13.733 well, 00:24:14.034 --> 00:24:14.953 how am I going to find housing in 00:24:14.993 --> 00:24:16.693 Alaska or what am I going to do 00:24:16.713 --> 00:24:17.433 when I get there? 00:24:17.775 --> 00:24:19.634 You need to triple down on everything that 00:24:19.734 --> 00:24:21.015 isn't the job, right? 00:24:21.055 --> 00:24:22.036 Is that sort of what you're saying is 00:24:22.096 --> 00:24:24.115 sell everything that isn't the job? 00:24:24.496 --> 00:24:25.516 Because the job is going to be what 00:24:25.536 --> 00:24:28.116 the job is going to be. 00:24:28.136 --> 00:24:28.797 Tony, what do you think? 00:24:30.258 --> 00:24:32.337 You got to lead and own like the 00:24:32.377 --> 00:24:32.778 main part. 00:24:32.817 --> 00:24:33.718 I mean, for me, 00:24:33.798 --> 00:24:35.239 the biggest part is like, wow, like. 00:24:35.980 --> 00:24:36.862 That's a remote. 00:24:36.961 --> 00:24:38.142 It could be a remote location. 00:24:38.182 --> 00:24:39.784 So that you got to find people that 00:24:39.804 --> 00:24:40.364 are OK with that. 00:24:40.743 --> 00:24:42.945 That's a tough location and a very 00:24:42.986 --> 00:24:43.486 specific. 00:24:43.986 --> 00:24:44.186 I mean, 00:24:45.126 --> 00:24:47.028 this is this is world class sniper 00:24:47.068 --> 00:24:47.769 territory. 00:24:47.929 --> 00:24:48.229 Yes. 00:24:48.630 --> 00:24:49.670 And so you're not wrong. 00:24:49.851 --> 00:24:51.412 You got you got to go find Navy 00:24:51.451 --> 00:24:53.333 SEAL physical therapy candidates. 00:24:53.628 --> 00:24:55.609 But the idea is you don't go sniper, 00:24:55.730 --> 00:24:57.070 you don't go with a sniper task with 00:24:57.090 --> 00:24:57.651 a shotgun. 00:24:57.671 --> 00:24:59.652 And the shotgun is indeed, right? 00:24:59.672 --> 00:25:00.632 Like that's where I would say, 00:25:00.652 --> 00:25:02.093 because then the next question would be, 00:25:02.173 --> 00:25:02.593 all right, Jimmy, 00:25:02.613 --> 00:25:03.834 let's say we're going to use your video. 00:25:04.354 --> 00:25:06.295 How do we, where do we target that? 00:25:06.434 --> 00:25:08.935 Is it just Instagram or do we put 00:25:08.955 --> 00:25:09.896 it in California? 00:25:09.916 --> 00:25:10.037 Like, 00:25:10.057 --> 00:25:11.676 do we say the Pacific Northwest is a 00:25:11.798 --> 00:25:12.397 skip and a jump? 00:25:12.718 --> 00:25:13.117 Or do we say, 00:25:13.218 --> 00:25:15.278 let's go to Florida because where's the, 00:25:15.318 --> 00:25:17.660 where's the craziest different, if you, 00:25:17.759 --> 00:25:18.560 if you love Florida, 00:25:19.201 --> 00:25:20.382 You ever want to go get cold and 00:25:20.521 --> 00:25:21.241 look at bears? 00:25:21.383 --> 00:25:22.123 Like, I don't know. 00:25:22.702 --> 00:25:24.144 Tony, what do you think? 00:25:24.184 --> 00:25:24.964 Real quick before Tony. 00:25:25.164 --> 00:25:26.346 So they're looking for what? 00:25:26.385 --> 00:25:27.026 A CHT? 00:25:27.166 --> 00:25:27.807 A hand therapist? 00:25:28.928 --> 00:25:29.387 In Alaska. 00:25:29.448 --> 00:25:30.509 Okay. 00:25:30.568 --> 00:25:30.749 I know. 00:25:30.868 --> 00:25:31.348 I know Alaska. 00:25:32.109 --> 00:25:32.329 Okay. 00:25:33.431 --> 00:25:34.711 Also, you go on LinkedIn, 00:25:35.192 --> 00:25:37.213 whether it's the free version or the paid 00:25:37.253 --> 00:25:37.614 version. 00:25:37.653 --> 00:25:38.875 Paid version sucks anyway. 00:25:40.116 --> 00:25:40.257 Well, 00:25:40.497 --> 00:25:42.118 so I use Sales Navigator so I can 00:25:42.159 --> 00:25:43.960 send not almost unlimited in-mail 00:25:43.980 --> 00:25:45.382 messages, but like I can send a ton. 00:25:45.422 --> 00:25:46.823 I have like fifty to one hundred in 00:25:47.363 --> 00:25:47.864 any given time. 00:25:48.144 --> 00:25:49.105 I hardly ever get to zero. 00:25:49.724 --> 00:25:52.268 And then then it renews and reloads this 00:25:52.307 --> 00:25:52.807 practice. 00:25:52.948 --> 00:25:54.470 If they were also like I know they're 00:25:54.490 --> 00:25:56.832 serious, go on LinkedIn or Google, 00:25:56.991 --> 00:25:59.874 go on the Google machine and find every 00:26:00.674 --> 00:26:02.736 hand therapists in the country and try to 00:26:03.375 --> 00:26:06.096 dm them directly so either linkedin dm and 00:26:06.136 --> 00:26:07.397 maybe you got to pay for it because 00:26:07.417 --> 00:26:10.439 you get too many dms go uh and 00:26:10.598 --> 00:26:14.401 and either instagram facebook try to find 00:26:14.441 --> 00:26:16.080 a list of all this all the chcs 00:26:16.101 --> 00:26:17.481 or hand therapists in the country find 00:26:17.501 --> 00:26:19.343 their names and go on every social media 00:26:19.363 --> 00:26:21.364 platform and dm the the thing that i've 00:26:21.384 --> 00:26:23.183 said on this on this show a hundred 00:26:23.223 --> 00:26:25.605 times which is like hey we have this 00:26:25.644 --> 00:26:26.125 opportunity 00:26:27.006 --> 00:26:29.449 who might you know or you want to 00:26:29.469 --> 00:26:31.171 go direct and say i don't know if 00:26:31.211 --> 00:26:32.731 this is of interest to you but because 00:26:32.751 --> 00:26:34.914 you're a hand expert as well i wanted 00:26:34.954 --> 00:26:36.756 to run this across your table go to 00:26:36.777 --> 00:26:38.979 a hands con ed course company and say 00:26:39.098 --> 00:26:40.039 all right what do you got go to 00:26:40.140 --> 00:26:44.003 apta section on hands the handy people so 00:26:44.023 --> 00:26:45.705 you're saying put up a hand job 00:26:45.865 --> 00:26:46.326 description 00:26:47.951 --> 00:26:48.652 is what you're saying. 00:26:49.053 --> 00:26:51.233 A specific hand jobs. 00:26:51.693 --> 00:26:51.933 Okay. 00:26:52.354 --> 00:26:52.994 Tony, go ahead. 00:26:53.095 --> 00:26:54.474 Get Jimmy, get out of here. 00:26:54.494 --> 00:26:55.135 All right. 00:26:55.155 --> 00:26:55.836 I'll see you guys. 00:26:56.615 --> 00:26:58.116 Oh, you're going to leave on that note. 00:27:01.464 --> 00:27:05.047 All right, just to finish that, 00:27:05.067 --> 00:27:06.067 since he was asking. 00:27:06.987 --> 00:27:08.347 Yeah, I mean, I think it's awesome. 00:27:08.548 --> 00:27:09.347 I love the copy. 00:27:09.387 --> 00:27:10.489 The copy sounds great. 00:27:10.989 --> 00:27:12.329 My approach would be, 00:27:12.849 --> 00:27:15.230 I think every geography, every state, 00:27:15.330 --> 00:27:17.332 every locale has a culture. 00:27:17.951 --> 00:27:18.892 Dave's in New York. 00:27:20.173 --> 00:27:21.614 There is a vibe, 00:27:21.653 --> 00:27:24.474 a culture to where you are that's probably 00:27:24.515 --> 00:27:26.736 very different than Ohio Midwest. 00:27:27.316 --> 00:27:29.537 we know people from Alaska we employed a 00:27:29.596 --> 00:27:32.618 guy from Alaska he went back to Alaska 00:27:32.659 --> 00:27:34.619 like there's something that draws people 00:27:34.660 --> 00:27:37.921 there and I would play on that culture 00:27:38.000 --> 00:27:41.863 that that uniqueness to it whether it's in 00:27:41.942 --> 00:27:45.184 social media or ads or whatever I would 00:27:45.244 --> 00:27:48.246 embody and the person who's sitting in 00:27:48.465 --> 00:27:49.626 Florida somewhere 00:27:50.599 --> 00:27:52.201 They're going to come across that content 00:27:52.280 --> 00:27:53.781 and be like, yeah, that sounds amazing. 00:27:54.501 --> 00:27:56.563 And they're going to be drawn into it 00:27:56.623 --> 00:27:58.545 because it's Alaska and because of the 00:27:58.585 --> 00:28:00.806 weirdness of Alaska, the uniqueness. 00:28:01.605 --> 00:28:03.928 You take planes more than you take cars, 00:28:03.968 --> 00:28:04.288 you know, 00:28:04.347 --> 00:28:06.348 like they're just things that are there. 00:28:08.630 --> 00:28:10.050 I want to switch topics just a little 00:28:10.070 --> 00:28:10.290 bit. 00:28:10.790 --> 00:28:12.652 I shared this on the chat. 00:28:12.711 --> 00:28:15.273 I'm going to pull up a picture. 00:28:15.314 --> 00:28:16.654 Did you see this at all, Dave, 00:28:16.694 --> 00:28:18.736 the WNBA grandma? 00:28:20.393 --> 00:28:21.094 Nope. 00:28:21.114 --> 00:28:21.233 Nope. 00:28:21.253 --> 00:28:21.433 Okay. 00:28:21.473 --> 00:28:22.775 So, so for people who are watching, 00:28:22.894 --> 00:28:25.636 this is a, an Instagram, I don't know, 00:28:25.757 --> 00:28:26.597 channel page. 00:28:27.298 --> 00:28:28.739 Um, and it's a woman. 00:28:29.180 --> 00:28:29.839 She says, 00:28:29.920 --> 00:28:33.282 I think she said she's and she's working 00:28:33.303 --> 00:28:37.605 to become an MBA or WNBA athlete. 00:28:38.346 --> 00:28:40.186 And so I'm looking at these videos. 00:28:40.247 --> 00:28:42.307 I saw the first one and I've seen 00:28:42.387 --> 00:28:44.108 a couple versions of this. 00:28:44.148 --> 00:28:46.851 Like there's a kid who who wants to 00:28:46.871 --> 00:28:49.132 make the varsity basketball team and he 00:28:49.152 --> 00:28:50.553 can't even shoot a basketball. 00:28:51.292 --> 00:28:53.153 There's just different versions of this. 00:28:53.193 --> 00:28:54.095 So I saw this one. 00:28:54.134 --> 00:28:54.494 I was like, 00:28:54.934 --> 00:28:56.375 there's something different about this. 00:28:56.695 --> 00:28:58.196 I can't put my finger on it. 00:28:59.297 --> 00:29:01.858 The views are decent. 00:29:02.818 --> 00:29:05.520 There's fifty eight posts on this account. 00:29:06.428 --> 00:29:08.169 They're only following two people. 00:29:08.769 --> 00:29:11.309 This is clearly not this woman's account. 00:29:11.529 --> 00:29:11.750 Like, 00:29:11.790 --> 00:29:14.031 immediately you realize this is not this 00:29:14.132 --> 00:29:15.571 eighty-eight year old woman's account. 00:29:16.212 --> 00:29:18.354 Most of these videos are her doing 00:29:18.673 --> 00:29:19.914 basketball drills, 00:29:20.174 --> 00:29:21.875 going into basketball shooting 00:29:21.934 --> 00:29:23.496 competitions, doing things. 00:29:23.516 --> 00:29:24.596 And 00:29:25.443 --> 00:29:26.443 They're all voiceover. 00:29:26.684 --> 00:29:28.664 I'm not even positive it's her actual 00:29:28.724 --> 00:29:30.685 voice, but they're really well done. 00:29:31.105 --> 00:29:32.426 They're great little videos. 00:29:32.967 --> 00:29:34.186 So finally, 00:29:34.468 --> 00:29:35.968 this morning I went back and I was 00:29:36.028 --> 00:29:36.528 like, all right, 00:29:36.548 --> 00:29:37.669 I'm going to scroll all the way to 00:29:37.689 --> 00:29:39.048 the back to the beginning. 00:29:39.388 --> 00:29:41.269 This was the screenshot that I shared 00:29:41.329 --> 00:29:41.990 originally. 00:29:43.570 --> 00:29:44.471 Pull it back up here. 00:29:45.152 --> 00:29:46.392 I don't know where day one is. 00:29:46.412 --> 00:29:47.833 It's kind of interesting that there's no 00:29:47.893 --> 00:29:48.492 day one. 00:29:49.153 --> 00:29:51.453 But what I came to realize as I 00:29:51.513 --> 00:29:53.394 scroll through these videos is 00:29:54.772 --> 00:29:57.054 This guy in the bottom center, 00:29:58.214 --> 00:30:00.276 I believe that's his grandma. 00:30:01.017 --> 00:30:04.699 He and another guy started this business 00:30:04.739 --> 00:30:06.299 for athletic wear. 00:30:06.359 --> 00:30:09.461 They want to break into, you know, genius, 00:30:09.582 --> 00:30:10.442 genius. 00:30:10.803 --> 00:30:12.943 I don't know if you remember and one. 00:30:13.084 --> 00:30:15.465 And when they were trying to compete with 00:30:15.865 --> 00:30:17.807 Nike and under the refrigerator. 00:30:18.346 --> 00:30:18.928 Absolutely. 00:30:20.108 --> 00:30:21.192 So what these guys, 00:30:21.432 --> 00:30:22.715 and now I'm speculating, 00:30:22.776 --> 00:30:24.961 but I believe what these guys have done 00:30:25.891 --> 00:30:27.571 they created this account they know this 00:30:27.632 --> 00:30:29.212 account is going to do amazing i mean 00:30:29.452 --> 00:30:32.134 it's at twenty five thousand followers i 00:30:32.193 --> 00:30:33.855 like to bookmark accounts like this 00:30:33.875 --> 00:30:36.115 because i follow the journey as they grow 00:30:36.296 --> 00:30:39.376 i remember alex hermosi when he had two 00:30:39.416 --> 00:30:42.898 thousand followers on youtube and now he's 00:30:43.078 --> 00:30:45.759 over you know several million um but it 00:30:45.779 --> 00:30:47.500 was the same thing like i found his 00:30:47.560 --> 00:30:50.522 page i i started to follow i knew 00:30:50.583 --> 00:30:52.403 he was going to do something really great 00:30:52.463 --> 00:30:53.763 even though i had never heard of him 00:30:53.784 --> 00:30:54.744 before in my life 00:30:55.509 --> 00:30:58.010 this will be an interesting account but 00:30:58.050 --> 00:30:59.352 like this is the kind of thing that 00:30:59.372 --> 00:31:01.913 we talk about all the time nobody wants 00:31:01.933 --> 00:31:03.935 to hear from two young guys selling 00:31:03.996 --> 00:31:07.178 apparel it's just boring but you get the 00:31:07.219 --> 00:31:09.721 grandma who wants to try out for the 00:31:10.040 --> 00:31:12.303 wmba and you follow her journey and you 00:31:12.363 --> 00:31:14.223 get to know her and you listen to 00:31:14.284 --> 00:31:16.945 her and you build a relationship with her 00:31:17.646 --> 00:31:20.189 i guarantee you've shared some patient 00:31:20.209 --> 00:31:22.009 videos i share a ton of patient videos 00:31:22.830 --> 00:31:24.951 Every single one of us out there has 00:31:24.991 --> 00:31:25.832 that patient. 00:31:26.673 --> 00:31:27.413 Super cute, 00:31:28.213 --> 00:31:30.595 very like magnetic personality. 00:31:31.214 --> 00:31:32.414 You can put them on camera. 00:31:32.435 --> 00:31:33.655 They're not going to go seek out the 00:31:33.675 --> 00:31:34.135 camera. 00:31:34.576 --> 00:31:36.676 Everybody loves that little lady, 00:31:36.717 --> 00:31:37.458 that little man. 00:31:38.848 --> 00:31:40.650 and this is where we would build an 00:31:40.710 --> 00:31:43.291 account to a million followers in less 00:31:43.311 --> 00:31:46.375 than a year just because our patient is 00:31:46.474 --> 00:31:49.217 so personable and and exciting to watch 00:31:50.257 --> 00:31:52.078 and we take them through this journey you 00:31:52.118 --> 00:31:54.240 know maybe it's not basketball maybe it's 00:31:54.721 --> 00:31:57.382 grandpa who's gonna go hike the grand 00:31:57.422 --> 00:32:01.625 canyon or or whatever it may be what 00:32:01.685 --> 00:32:02.685 are you thinking about that i i 00:32:06.569 --> 00:32:07.651 I feel like you've done this a little 00:32:07.671 --> 00:32:10.813 bit where you've made some of the clients 00:32:10.932 --> 00:32:12.653 almost like a mini... 00:32:12.673 --> 00:32:14.674 I don't want to say like a celebrity. 00:32:15.015 --> 00:32:16.296 You put them in the spotlight, right? 00:32:16.336 --> 00:32:16.935 Yeah. 00:32:17.336 --> 00:32:18.217 Even though your clients... 00:32:19.498 --> 00:32:22.019 So there's the entertainment side, 00:32:22.419 --> 00:32:26.020 like when you had the older guy with 00:32:26.060 --> 00:32:26.182 the... 00:32:27.363 --> 00:32:29.243 the joke books and that type of stuff. 00:32:29.864 --> 00:32:30.344 Yeah. 00:32:30.364 --> 00:32:31.703 I don't, I don't know. 00:32:32.044 --> 00:32:35.526 Have you done any of the like storyline 00:32:35.586 --> 00:32:37.465 type stuff of like progression for clients 00:32:37.486 --> 00:32:39.207 where you also put the same type of 00:32:39.227 --> 00:32:39.807 spotlight on them, 00:32:40.186 --> 00:32:41.847 but it's more from like a progress 00:32:41.887 --> 00:32:42.728 clinical side. 00:32:43.428 --> 00:32:44.888 Maybe you've done it with like getting up 00:32:44.929 --> 00:32:47.048 from the ground or using like that floor 00:32:47.068 --> 00:32:48.170 to, you know, 00:32:48.190 --> 00:32:49.549 get off the floor chair or whatever. 00:32:49.589 --> 00:32:50.230 But have you, 00:32:50.490 --> 00:32:51.111 have you done some of that? 00:32:51.131 --> 00:32:52.351 If you have, I might've missed it. 00:32:52.711 --> 00:32:53.451 I haven't done it. 00:32:53.531 --> 00:32:55.313 No, I've always talked about it. 00:32:55.393 --> 00:32:56.354 I've always wanted to. 00:32:56.394 --> 00:32:57.994 I think there's huge value in that. 00:32:58.055 --> 00:32:59.336 We get patients, you know, 00:32:59.536 --> 00:33:01.416 twenty four hours post-op from a total 00:33:01.436 --> 00:33:04.298 knee replacement through discharge. 00:33:05.700 --> 00:33:07.141 And I always say, like, 00:33:07.260 --> 00:33:08.501 I'm going to do that. 00:33:09.042 --> 00:33:09.923 But like most of us, 00:33:09.962 --> 00:33:11.023 I get busy in the clinic. 00:33:11.084 --> 00:33:12.625 I get busy with other things and I've 00:33:12.704 --> 00:33:14.425 never really put it together. 00:33:14.967 --> 00:33:15.366 But yeah, 00:33:15.426 --> 00:33:18.249 I think that's a brilliant idea for a 00:33:18.388 --> 00:33:21.971 series within what the channel provides. 00:33:22.531 --> 00:33:22.912 You know, 00:33:22.991 --> 00:33:24.933 so you could still do the one offs, 00:33:24.953 --> 00:33:26.335 you could still do the other stuff, 00:33:26.355 --> 00:33:28.938 but then you develop a series that a 00:33:28.998 --> 00:33:31.799 viewer starts to come back to and follow 00:33:31.859 --> 00:33:34.942 and watch the journey and relate to in 00:33:34.982 --> 00:33:36.825 that way. 00:33:36.924 --> 00:33:37.925 I wish I would do it. 00:33:38.566 --> 00:33:39.946 There are things that I know I should 00:33:39.987 --> 00:33:40.126 do. 00:33:40.228 --> 00:33:40.968 I want to do that. 00:33:41.008 --> 00:33:42.449 I just don't know how to get myself 00:33:42.489 --> 00:33:42.910 to do it. 00:33:43.069 --> 00:33:44.050 That's one of those things. 00:33:44.070 --> 00:33:47.534 Got it. 00:33:49.685 --> 00:33:52.827 i have seen other practices do it where 00:33:52.847 --> 00:33:55.229 it's kind of just um part of their 00:33:55.929 --> 00:33:57.990 different videos but i'm trying to think 00:33:58.029 --> 00:33:59.990 of any physical therapy practice where 00:34:00.451 --> 00:34:03.192 they have recurring and uh progression of 00:34:03.212 --> 00:34:04.894 videos of someone and they they're 00:34:04.913 --> 00:34:06.755 mentioning their name you know bob or john 00:34:06.815 --> 00:34:09.335 or mary or whatever um where they're 00:34:09.356 --> 00:34:10.757 making them kind of like a 00:34:12.983 --> 00:34:13.704 they're the focus, 00:34:13.744 --> 00:34:16.005 they're the spotlight and that they're 00:34:16.146 --> 00:34:18.106 trying to build them up like a mini 00:34:18.146 --> 00:34:18.606 celebrity. 00:34:19.246 --> 00:34:20.527 The thing that you showed of like the 00:34:20.547 --> 00:34:21.869 grandma with the basketball, like, 00:34:22.880 --> 00:34:25.161 that looks like the whole account is meant 00:34:25.181 --> 00:34:28.222 to be just the grandma trying to, 00:34:28.242 --> 00:34:29.663 you know, get better with basketball. 00:34:30.123 --> 00:34:31.023 Yeah. 00:34:31.083 --> 00:34:31.764 Which is genius. 00:34:31.804 --> 00:34:33.485 So most, most physical therapy practices, 00:34:33.505 --> 00:34:34.105 it's like they have their, 00:34:34.244 --> 00:34:35.905 like me and you, like, especially me, 00:34:35.925 --> 00:34:36.385 like we, 00:34:36.445 --> 00:34:38.146 we have our main account and then 00:34:38.186 --> 00:34:39.786 sometimes it's me and sometimes it's like 00:34:39.847 --> 00:34:41.387 one of my therapists and sometimes it's 00:34:41.427 --> 00:34:42.807 like one of our clients. 00:34:43.568 --> 00:34:44.648 Um, so yeah, 00:34:45.588 --> 00:34:45.748 I mean, 00:34:45.768 --> 00:34:47.050 it would kind of be extra work to 00:34:47.110 --> 00:34:49.873 like, I could have an account. 00:34:49.893 --> 00:34:50.014 Like, 00:34:50.114 --> 00:34:52.197 let's say I had a client that had 00:34:52.237 --> 00:34:53.639 made great progress. 00:34:54.059 --> 00:34:55.300 We tracked some videos over time. 00:34:55.320 --> 00:34:56.422 We had them like in our phone, 00:34:56.443 --> 00:34:57.844 like the way you have like a ton 00:34:57.864 --> 00:34:58.764 of videos in your phone. 00:34:59.875 --> 00:35:01.155 Would it make sense to then have a 00:35:01.275 --> 00:35:05.739 new account like for, you know, Mr. 00:35:05.778 --> 00:35:08.782 Bob Total Therapy Solutions and like in 00:35:08.802 --> 00:35:10.222 the link of the bio is like to 00:35:10.242 --> 00:35:11.164 your website or whatever. 00:35:11.983 --> 00:35:14.806 But the whole account would be like the 00:35:14.826 --> 00:35:16.327 grandma playing basketball that would link 00:35:16.347 --> 00:35:18.188 back to that company that's, 00:35:18.268 --> 00:35:19.969 would you say like selling sports apparel 00:35:20.010 --> 00:35:20.349 or whatever? 00:35:20.369 --> 00:35:21.670 Yeah, yeah. 00:35:21.791 --> 00:35:23.733 I think there's, you could do it. 00:35:23.972 --> 00:35:24.673 Absolutely. 00:35:25.014 --> 00:35:27.034 I think there's value in that. 00:35:27.876 --> 00:35:29.938 but now you start moving further and 00:35:29.958 --> 00:35:31.739 further away from all right are you a 00:35:31.780 --> 00:35:33.842 physical therapist or are you media do you 00:35:33.862 --> 00:35:36.224 have a team together you know gary vee 00:35:36.244 --> 00:35:37.826 and alex and all these guys are putting 00:35:37.885 --> 00:35:39.827 out hundreds of pieces of content a day 00:35:40.547 --> 00:35:42.730 i'm struggling to hit twenty pieces of 00:35:42.791 --> 00:35:44.692 content a day um 00:35:45.655 --> 00:35:48.036 if you don't have that i do think 00:35:48.096 --> 00:35:50.396 the channels the social media platforms 00:35:50.956 --> 00:35:52.958 they're making it available so that you 00:35:53.018 --> 00:35:54.737 don't have to have different channels if 00:35:54.757 --> 00:35:56.518 you came to me like ten years ago 00:35:56.539 --> 00:35:57.960 i'd be like a hundred percent different 00:35:57.980 --> 00:36:01.221 channels do not pollute one channel with 00:36:01.420 --> 00:36:04.702 posting from another you know focus now 00:36:04.862 --> 00:36:06.682 youtube has um 00:36:07.603 --> 00:36:09.403 They have a heading inside their analytics 00:36:09.844 --> 00:36:10.505 platform. 00:36:10.985 --> 00:36:12.586 I think it's called shows. 00:36:12.847 --> 00:36:13.967 I think it's called shows. 00:36:15.208 --> 00:36:17.650 Other Facebook and Instagram, 00:36:17.690 --> 00:36:18.911 I think they have series, 00:36:18.931 --> 00:36:20.632 which is kind of like playlists. 00:36:21.072 --> 00:36:24.335 So each of these platforms is trying to 00:36:24.536 --> 00:36:26.177 turn you into a network. 00:36:26.637 --> 00:36:28.579 CBS, NBC, Fox, 00:36:28.978 --> 00:36:30.460 they want you to have shows. 00:36:30.501 --> 00:36:32.501 Those shows are on a specific topic so 00:36:32.521 --> 00:36:34.684 you don't have to break out to create 00:36:34.704 --> 00:36:35.824 a new channel anymore. 00:36:36.445 --> 00:36:38.786 now you would put that content under that 00:36:39.385 --> 00:36:41.686 category within the platform itself. 00:36:43.407 --> 00:36:44.367 But I think for us, 00:36:44.387 --> 00:36:46.288 for PT clinicians in general, 00:36:46.967 --> 00:36:49.648 I think we totally could have buckets, 00:36:49.688 --> 00:36:50.548 content buckets. 00:36:50.588 --> 00:36:52.630 And that's the thing ChatGPT has developed 00:36:52.670 --> 00:36:53.090 for me, 00:36:53.590 --> 00:36:55.771 where maybe you have an anatomy bucket, 00:36:56.150 --> 00:36:57.811 where every day you're going to post 00:36:57.831 --> 00:36:59.711 something related to an anatomy 00:36:59.911 --> 00:37:02.132 illustration, image, example. 00:37:02.873 --> 00:37:05.175 and then you have a success bucket. 00:37:05.235 --> 00:37:07.338 So you show that patient who's had some 00:37:07.418 --> 00:37:09.362 breakthrough and some great success. 00:37:10.422 --> 00:37:12.746 And if you have ten buckets and every 00:37:12.786 --> 00:37:14.889 day you're putting something in out of one 00:37:14.909 --> 00:37:17.052 of those buckets on your platform, 00:37:18.032 --> 00:37:20.355 You basically just run through that 00:37:20.394 --> 00:37:21.016 framework. 00:37:21.115 --> 00:37:24.019 That's what I'm working on to get me 00:37:24.059 --> 00:37:25.561 to ten reels. 00:37:25.581 --> 00:37:29.047 I think it's like eight photos and two 00:37:29.086 --> 00:37:29.788 text posts, 00:37:30.489 --> 00:37:32.271 but they all come out of these content 00:37:32.311 --> 00:37:33.652 buckets that I just follow. 00:37:33.913 --> 00:37:34.974 So I don't have to think about it 00:37:35.014 --> 00:37:35.335 anymore. 00:37:37.610 --> 00:37:39.052 And that probably makes it a lot easier 00:37:39.092 --> 00:37:41.353 for you to then repeatedly do it, right? 00:37:41.373 --> 00:37:42.474 Because you got to the point where like 00:37:42.494 --> 00:37:43.713 you had to do some of that planning 00:37:43.733 --> 00:37:44.514 and thinking up front, 00:37:44.534 --> 00:37:45.994 but then eventually you just like, 00:37:46.815 --> 00:37:48.416 for me now, and I'm sure for you, 00:37:48.436 --> 00:37:50.056 it's just like your brain is just almost 00:37:50.137 --> 00:37:52.398 on like autopilot when you have the 00:37:52.418 --> 00:37:52.719 videos. 00:37:52.798 --> 00:37:53.559 And now it's just like, 00:37:53.898 --> 00:37:54.340 I just have to, 00:37:54.980 --> 00:37:56.121 grab them, upload them, 00:37:56.641 --> 00:37:57.864 make sure it uploads properly, 00:37:58.405 --> 00:38:00.467 maybe a quick description, caption, 00:38:00.487 --> 00:38:01.849 whatever, but then it's out there. 00:38:01.889 --> 00:38:03.331 So it's like a little bit of thinking 00:38:03.351 --> 00:38:04.032 and planning up front, 00:38:04.052 --> 00:38:06.376 but then eventually it's like less mental 00:38:06.416 --> 00:38:06.596 load. 00:38:06.635 --> 00:38:08.639 It's more of just like manually posting 00:38:08.659 --> 00:38:10.981 them or using some other tool or whatever 00:38:11.222 --> 00:38:11.722 to post it. 00:38:12.318 --> 00:38:13.018 Which honestly, 00:38:13.097 --> 00:38:15.039 isn't that what we've done as clinicians, 00:38:15.398 --> 00:38:16.699 like in a good way? 00:38:17.340 --> 00:38:18.880 You know, I was thinking yesterday, 00:38:18.940 --> 00:38:19.981 so I don't know. 00:38:20.041 --> 00:38:21.081 I don't think you were on the show 00:38:21.121 --> 00:38:21.621 the other day. 00:38:21.840 --> 00:38:22.822 I took a student. 00:38:22.942 --> 00:38:25.021 I haven't had a student for like ten 00:38:25.061 --> 00:38:25.322 years. 00:38:25.382 --> 00:38:26.603 I don't think I've had a student since 00:38:26.643 --> 00:38:27.342 before COVID. 00:38:28.302 --> 00:38:29.503 It's a high school student, 00:38:29.583 --> 00:38:30.963 not a DPT student. 00:38:31.003 --> 00:38:34.626 She's thinking about PT versus orthopedic 00:38:34.666 --> 00:38:35.005 surgery. 00:38:35.976 --> 00:38:37.496 And so yesterday, you know, 00:38:37.876 --> 00:38:38.978 when I've got this student, 00:38:39.358 --> 00:38:41.179 I can't control myself. 00:38:41.239 --> 00:38:42.860 I feel like I have to educate, 00:38:42.880 --> 00:38:43.722 I have to inform, 00:38:43.742 --> 00:38:45.543 I have to let them know what I'm 00:38:45.583 --> 00:38:47.023 thinking, why I'm thinking this. 00:38:47.525 --> 00:38:49.565 So at the two o'clock spot on my 00:38:49.626 --> 00:38:51.608 schedule, I had two patients, both female, 00:38:52.248 --> 00:38:53.248 both low back pain, 00:38:53.750 --> 00:38:56.672 but completely polar opposite contacts. 00:38:56.731 --> 00:38:58.653 Like one had spinal stenosis. 00:38:59.074 --> 00:39:00.635 She couldn't stand for very long. 00:39:00.695 --> 00:39:02.717 Soon as she sits, the symptoms turn off. 00:39:03.077 --> 00:39:04.619 The other one had a disc issue, 00:39:05.039 --> 00:39:05.860 couldn't sit. 00:39:06.161 --> 00:39:08.023 The longer she stood, the better she did. 00:39:08.063 --> 00:39:09.623 You know, one response to flexion, 00:39:09.764 --> 00:39:11.166 one response to extension, 00:39:11.226 --> 00:39:15.530 both of them classic examples of the 00:39:15.570 --> 00:39:16.190 condition. 00:39:17.130 --> 00:39:19.672 but completely polar opposite but both 00:39:19.753 --> 00:39:21.853 have low back pain and so it gives 00:39:21.893 --> 00:39:23.474 me a chance to talk to this student 00:39:23.514 --> 00:39:25.996 kind of like explain look we do different 00:39:26.016 --> 00:39:28.998 things same kind of complaint but we 00:39:29.018 --> 00:39:32.440 approach it differently and for me and and 00:39:32.480 --> 00:39:34.461 for you and for so many people watching 00:39:34.501 --> 00:39:34.762 this 00:39:35.938 --> 00:39:36.119 You know, 00:39:36.360 --> 00:39:38.041 once you make kind of the general 00:39:38.081 --> 00:39:39.023 diagnosis, 00:39:39.523 --> 00:39:41.626 you do just kind of fall into autopilot. 00:39:42.106 --> 00:39:44.268 I feel myself saying the things that I 00:39:44.309 --> 00:39:46.391 say to a person with classic spinal 00:39:46.431 --> 00:39:47.052 stenosis. 00:39:47.112 --> 00:39:48.954 I feel myself doing the things that you 00:39:48.994 --> 00:39:50.918 do with a person with classic spinal 00:39:50.938 --> 00:39:51.498 stenosis. 00:39:53.380 --> 00:39:55.681 um the mental load is decreased because 00:39:55.701 --> 00:39:58.262 we've done it thousands of times thousands 00:39:58.302 --> 00:40:00.704 of reps you get up to the plate 00:40:01.143 --> 00:40:03.264 you're watching the pitcher you see the 00:40:03.284 --> 00:40:05.487 pitch coming this is where i always talk 00:40:05.527 --> 00:40:07.847 about baseball i'm like i understand 00:40:07.887 --> 00:40:10.650 reaction time and how fast that pitch is 00:40:10.710 --> 00:40:13.431 coming and how how little time you have 00:40:13.471 --> 00:40:15.472 to make the decision on swinging or don't 00:40:15.512 --> 00:40:17.574 swing but i really think there are 00:40:17.713 --> 00:40:20.454 elements subconsciously that you as the 00:40:20.474 --> 00:40:20.856 batter 00:40:21.900 --> 00:40:24.621 already you're thinking about when you 00:40:24.661 --> 00:40:26.402 just, you know who the pitcher is, 00:40:26.443 --> 00:40:27.784 you know how they're standing, 00:40:27.824 --> 00:40:30.365 you see what they're doing before the ball 00:40:30.505 --> 00:40:32.146 ever comes into view, 00:40:32.827 --> 00:40:34.708 you already kind of start to have an 00:40:34.809 --> 00:40:36.110 idea of what's gonna happen. 00:40:36.889 --> 00:40:38.990 And so it's the same with this, 00:40:39.072 --> 00:40:40.231 it's the same in therapy, 00:40:40.271 --> 00:40:41.512 it's the same in media, 00:40:41.552 --> 00:40:44.155 it's the same in advertising and marketing 00:40:44.195 --> 00:40:45.135 and all of that stuff. 00:40:45.255 --> 00:40:46.295 Once you have the reps, 00:40:46.315 --> 00:40:49.458 it doesn't take that much more thought to 00:40:49.619 --> 00:40:50.119 execute. 00:40:52.507 --> 00:40:54.289 It takes some challenge and effort and 00:40:54.369 --> 00:40:57.831 reps and sometimes trial and error to do 00:40:57.871 --> 00:41:00.775 all that physical effort or mental effort 00:41:00.815 --> 00:41:02.056 on the front end to then get to 00:41:02.097 --> 00:41:04.679 the point where the decision-making 00:41:04.739 --> 00:41:08.402 process later becomes like second nature. 00:41:09.284 --> 00:41:11.385 Yeah, but eventually it does. 00:41:11.447 --> 00:41:14.409 Like when I was competing in martial arts, 00:41:15.005 --> 00:41:17.047 I wasn't sitting there thinking like, 00:41:17.447 --> 00:41:18.527 this is what I'm gonna do. 00:41:18.547 --> 00:41:19.427 And if he does this, 00:41:19.467 --> 00:41:20.068 I'm gonna do that. 00:41:20.088 --> 00:41:21.048 You just respond. 00:41:21.349 --> 00:41:24.130 It's like innate because it happens so 00:41:24.210 --> 00:41:24.791 quickly. 00:41:25.371 --> 00:41:26.851 And that's what makes a professional 00:41:26.952 --> 00:41:29.393 athlete make it look so easy. 00:41:30.293 --> 00:41:31.413 Because the thought's gone. 00:41:32.233 --> 00:41:34.014 And I think that's where a lot of 00:41:34.074 --> 00:41:34.353 us now, 00:41:34.893 --> 00:41:36.994 I think it gets a negative connotation in 00:41:37.034 --> 00:41:37.514 PT. 00:41:38.114 --> 00:41:40.155 I shared that statement years ago where I 00:41:40.175 --> 00:41:40.514 was like, 00:41:40.875 --> 00:41:42.195 you shouldn't be thinking about 00:41:42.295 --> 00:41:43.115 documentation. 00:41:43.175 --> 00:41:44.775 Documentation should just come out. 00:41:44.835 --> 00:41:45.536 It just happens. 00:41:46.076 --> 00:41:47.817 You shouldn't be thinking about a lot of 00:41:47.836 --> 00:41:49.757 the things we do with a patient because 00:41:49.777 --> 00:41:51.717 you've done this thousands of times. 00:41:52.277 --> 00:41:54.057 And of course, that turned into, oh, 00:41:54.137 --> 00:41:55.117 you're not, you know, 00:41:55.657 --> 00:41:57.617 it doesn't require skill and you're not 00:41:57.759 --> 00:41:59.858 using your knowledge or whatever. 00:42:01.817 --> 00:42:03.978 uh anyway what else has been on your 00:42:04.018 --> 00:42:09.701 mind lately um other than the meta ads 00:42:10.420 --> 00:42:14.402 um our our virtual assistant uh louise our 00:42:14.443 --> 00:42:16.824 who a patient client facing we call our 00:42:16.864 --> 00:42:19.204 care coordinator but it's just our virtual 00:42:19.224 --> 00:42:21.244 assistant in costa rica he's three weeks 00:42:21.364 --> 00:42:24.827 in or four weeks no crystal my new 00:42:24.867 --> 00:42:27.168 therapist this is her third week so louise 00:42:27.188 --> 00:42:28.869 is in his fourth week so we had 00:42:28.889 --> 00:42:29.369 a full week 00:42:30.088 --> 00:42:33.469 uh ramp up before crystal started um and 00:42:33.489 --> 00:42:34.931 it's amazing it's going really really well 00:42:34.951 --> 00:42:36.632 i as you and i and jimmy were 00:42:36.672 --> 00:42:38.952 talking we had a lead come in and 00:42:39.092 --> 00:42:40.373 you know made sure that you know he's 00:42:40.512 --> 00:42:41.914 he's got one person he's calling then he's 00:42:41.934 --> 00:42:44.875 got another person to call so um the 00:42:45.815 --> 00:42:49.237 the ability for someone to get one of 00:42:49.257 --> 00:42:52.458 our leads speak with them uh 00:42:53.237 --> 00:42:54.478 get their credit card information, 00:42:55.217 --> 00:42:56.418 book them onto the medical record, 00:42:56.978 --> 00:42:58.860 and then email and alert the therapist. 00:42:58.900 --> 00:42:59.280 Like, hey, 00:42:59.340 --> 00:43:01.681 I got a new client evaluation booked on 00:43:01.702 --> 00:43:03.083 your calendar for this day and this time. 00:43:03.123 --> 00:43:04.523 And it's a clinic visit or a home 00:43:04.543 --> 00:43:04.884 visit. 00:43:04.925 --> 00:43:05.664 And if it's a home visit, 00:43:05.704 --> 00:43:06.425 here's the address. 00:43:06.465 --> 00:43:09.507 And then the payment gets processed by our 00:43:09.547 --> 00:43:10.307 admin, Kathy. 00:43:10.327 --> 00:43:12.708 Like it's just, oh my gosh, Tony, just... 00:43:13.650 --> 00:43:14.329 Just amazing, 00:43:14.369 --> 00:43:18.552 just amazing to continue to delegate and 00:43:19.012 --> 00:43:19.733 grow this team. 00:43:20.594 --> 00:43:23.876 That is not necessarily like a recent 00:43:23.936 --> 00:43:24.275 step, 00:43:24.775 --> 00:43:25.856 but it's been something that we've been 00:43:25.896 --> 00:43:28.318 working on and it's amazing. 00:43:29.097 --> 00:43:29.219 Now, 00:43:29.239 --> 00:43:34.021 let me ask you why virtual assistant out 00:43:34.061 --> 00:43:36.802 of the country as opposed to putting the 00:43:36.842 --> 00:43:38.463 time and effort to finding somebody 00:43:38.543 --> 00:43:38.963 locally? 00:43:41.072 --> 00:43:41.672 Maybe we will. 00:43:44.137 --> 00:43:47.402 We're using this US-based company that I 00:43:47.422 --> 00:43:50.025 think they're affiliated with some cash 00:43:50.346 --> 00:43:51.248 physical therapy practice, 00:43:51.307 --> 00:43:52.849 one of the guys. 00:43:52.889 --> 00:43:55.313 Then he or his spouse or whatever, 00:43:55.474 --> 00:43:56.094 they started this 00:43:57.269 --> 00:43:59.610 company where, uh, and they were hitting, 00:43:59.731 --> 00:43:59.951 you know, 00:43:59.971 --> 00:44:01.510 I was getting targeted with ads even last 00:44:01.550 --> 00:44:01.771 year. 00:44:02.052 --> 00:44:02.891 So in twenty twenty five, 00:44:02.911 --> 00:44:03.952 I was getting targeted with these ads, 00:44:03.972 --> 00:44:05.432 which is like, uh, 00:44:05.452 --> 00:44:06.512 but it spoke directly to me. 00:44:06.572 --> 00:44:07.092 This is why. 00:44:07.492 --> 00:44:09.034 Because for me to for me to just 00:44:09.074 --> 00:44:10.454 go from scratch, right? 00:44:10.474 --> 00:44:10.753 Like, all right, 00:44:10.773 --> 00:44:11.914 I'm going to go out into Brooklyn. 00:44:11.954 --> 00:44:13.875 Let's see how my neighborhood I'm going to 00:44:13.974 --> 00:44:15.096 ask people who wants to be on the 00:44:15.115 --> 00:44:15.536 phone, 00:44:16.496 --> 00:44:17.697 who's going to be good with rejection, 00:44:17.737 --> 00:44:20.197 who's going to know how to or want 00:44:20.237 --> 00:44:21.878 to have the effort to put in time 00:44:21.898 --> 00:44:24.398 and effort to learn how to basically 00:44:25.259 --> 00:44:27.320 go through like almost like a framework 00:44:27.360 --> 00:44:30.340 and a script to sell self pay out 00:44:30.380 --> 00:44:31.519 of pocket physical therapy. 00:44:32.181 --> 00:44:32.380 I mean, 00:44:32.420 --> 00:44:34.940 for me to just go and just start 00:44:34.981 --> 00:44:36.942 from scratch or my network. 00:44:37.161 --> 00:44:38.621 Hey, hey, network, 00:44:38.742 --> 00:44:40.061 who might you know that would be 00:44:40.123 --> 00:44:42.882 interested in working from home, working, 00:44:42.943 --> 00:44:43.202 you know, 00:44:43.242 --> 00:44:46.884 in a in a CRM like high level 00:44:47.143 --> 00:44:50.125 and call our leads back and call, 00:44:50.224 --> 00:44:51.925 you know, reactivate people and all that. 00:44:52.824 --> 00:44:53.885 Could I could I do all that? 00:44:54.065 --> 00:44:54.666 Yes, totally. 00:44:55.423 --> 00:44:59.427 but the company who ran meta ads last 00:44:59.467 --> 00:44:59.947 year to me, 00:45:00.568 --> 00:45:01.989 I was on a webinar and I was 00:45:02.010 --> 00:45:03.150 already warmed up with them. 00:45:03.590 --> 00:45:04.032 And I probably, 00:45:04.112 --> 00:45:05.092 I should have done this last year. 00:45:05.492 --> 00:45:05.853 And I didn't, 00:45:05.932 --> 00:45:07.094 I should have done this years ago or 00:45:07.134 --> 00:45:07.755 whatever, but I didn't. 00:45:08.704 --> 00:45:09.023 Um, 00:45:09.065 --> 00:45:12.306 but they coach and train these individuals 00:45:12.686 --> 00:45:14.088 where English is their second language and 00:45:14.108 --> 00:45:16.369 they have a minimal accent. 00:45:17.291 --> 00:45:19.652 So probably just ease of use, Tony, 00:45:19.672 --> 00:45:20.472 probably just like, 00:45:20.793 --> 00:45:22.375 that's what was on the top of my 00:45:22.414 --> 00:45:22.655 mind. 00:45:23.094 --> 00:45:25.177 This company trains them, they coach them, 00:45:25.717 --> 00:45:27.559 they do call review, um, 00:45:27.900 --> 00:45:29.681 And then by the time they get in 00:45:29.702 --> 00:45:30.061 front of me, 00:45:30.702 --> 00:45:32.063 I get a couple of candidate videos and 00:45:32.083 --> 00:45:35.103 I get to see who sounds well reading 00:45:35.143 --> 00:45:38.465 like a cash PT script before I even 00:45:38.505 --> 00:45:38.885 speak with them. 00:45:38.925 --> 00:45:40.306 I get to see how they are on 00:45:40.327 --> 00:45:43.628 video and then do one or two interview 00:45:43.648 --> 00:45:43.987 calls. 00:45:44.007 --> 00:45:46.969 And then I had two of them start 00:45:47.070 --> 00:45:48.010 the last three weeks. 00:45:48.150 --> 00:45:49.951 And then the one that was better won 00:45:49.971 --> 00:45:50.431 the job. 00:45:51.172 --> 00:45:54.572 And our guy, Luis, is doing really well. 00:45:56.782 --> 00:45:58.905 Is that maybe a long-winded answer as to 00:45:58.925 --> 00:45:59.105 why? 00:45:59.284 --> 00:45:59.786 No, no. 00:46:00.425 --> 00:46:02.768 Is there a significant price difference in 00:46:02.827 --> 00:46:03.829 what you're paying, 00:46:04.269 --> 00:46:06.992 whether it's somebody overseas versus 00:46:07.072 --> 00:46:10.594 somebody here? 00:46:10.735 --> 00:46:11.536 At the end of the day, 00:46:11.576 --> 00:46:13.416 when you add in all... 00:46:13.478 --> 00:46:14.619 Still significantly less. 00:46:16.347 --> 00:46:18.668 Then U S based or now listen in 00:46:18.688 --> 00:46:19.369 the, in the future. 00:46:19.429 --> 00:46:21.670 So someone I'm trying to remember who 00:46:21.710 --> 00:46:22.010 someone, 00:46:22.331 --> 00:46:25.614 someone pushed back and it might even have 00:46:25.634 --> 00:46:26.675 been Joey Albritton. 00:46:26.835 --> 00:46:27.394 I can't remember. 00:46:27.454 --> 00:46:28.916 It might've been him that I spoke with 00:46:28.936 --> 00:46:30.376 like in the past month or whatever, 00:46:31.237 --> 00:46:32.699 or someone on his team might've pushed 00:46:32.719 --> 00:46:35.239 back and said, you know, 00:46:35.481 --> 00:46:37.722 you're in New York city and you're trying 00:46:37.742 --> 00:46:40.704 to sell high ticket or whatever, 00:46:40.784 --> 00:46:41.784 like out of pocket. 00:46:43.068 --> 00:46:45.811 physical therapy over time and packages 00:46:45.851 --> 00:46:46.873 and programs and all that type of stuff. 00:46:46.893 --> 00:46:48.155 Like, and they're like, 00:46:48.175 --> 00:46:50.396 wouldn't it make sense to pay someone that 00:46:50.416 --> 00:46:51.557 like knows the area, 00:46:51.739 --> 00:46:54.320 like that knows like the intersections and 00:46:54.702 --> 00:46:55.802 the museums, the restaurants. 00:46:55.822 --> 00:46:57.123 I was like, actually like, that's, 00:46:58.356 --> 00:47:00.157 That is, that does, you're right. 00:47:00.177 --> 00:47:01.398 Like that does make sense. 00:47:01.998 --> 00:47:03.159 And should I, 00:47:03.679 --> 00:47:05.139 should I consider paying that type of a 00:47:05.199 --> 00:47:06.701 person who can work remotely? 00:47:06.721 --> 00:47:07.322 Maybe they used to, 00:47:07.742 --> 00:47:08.742 maybe they're like you, 00:47:08.782 --> 00:47:09.862 they used to live in long Island. 00:47:09.882 --> 00:47:11.605 Maybe they used to live in New York 00:47:11.625 --> 00:47:12.065 city area. 00:47:12.125 --> 00:47:13.266 And then now they live in some other 00:47:13.306 --> 00:47:14.666 state like Florida or wherever else. 00:47:15.527 --> 00:47:17.027 Would that make sense to pay that type 00:47:17.047 --> 00:47:17.708 of person like. 00:47:18.369 --> 00:47:20.849 Seventy-five K or a hundred K or whatever, 00:47:20.891 --> 00:47:21.670 like, well, I don't know, whatever, 00:47:21.931 --> 00:47:22.552 or like base. 00:47:22.612 --> 00:47:24.353 And then some performance pay based off of 00:47:24.393 --> 00:47:25.753 like conversions and arrivals and all 00:47:25.793 --> 00:47:25.954 that. 00:47:25.974 --> 00:47:27.655 And I was like, yeah, totally. 00:47:28.987 --> 00:47:30.728 But this company made it easy for me. 00:47:30.989 --> 00:47:32.429 They're targeting me with ads. 00:47:33.070 --> 00:47:35.070 I got warmed up last year on some 00:47:35.570 --> 00:47:37.532 webinars and saw what they do and saw 00:47:37.552 --> 00:47:38.393 their testimonials, 00:47:39.052 --> 00:47:40.634 spoke with the owner a couple of times. 00:47:41.514 --> 00:47:43.275 They just had a very easy process. 00:47:43.295 --> 00:47:44.635 So it's like, OK, 00:47:44.976 --> 00:47:46.396 at some point with business and making 00:47:46.436 --> 00:47:46.916 decisions, 00:47:46.996 --> 00:47:50.119 my my rule of thumb is like take 00:47:50.159 --> 00:47:52.039 action and get started. 00:47:52.420 --> 00:47:54.280 And then this might only be a temporary 00:47:54.320 --> 00:47:54.501 thing. 00:47:55.614 --> 00:47:57.255 And then maybe maybe in six to twelve 00:47:57.295 --> 00:47:57.916 months or whatever, 00:47:57.976 --> 00:48:00.436 maybe it is someone who lives in New 00:48:00.456 --> 00:48:01.556 York City and then I got to pay 00:48:01.597 --> 00:48:03.456 them like a full, you know, 00:48:03.496 --> 00:48:04.938 full salary or, you know, 00:48:04.998 --> 00:48:05.898 benefits and all that. 00:48:06.757 --> 00:48:08.418 If I see progress, 00:48:08.458 --> 00:48:10.298 but I if there's some shortcomings with 00:48:10.338 --> 00:48:13.519 someone who where Spanish is their first 00:48:13.579 --> 00:48:14.039 language, 00:48:14.539 --> 00:48:15.661 English is their second language. 00:48:15.701 --> 00:48:17.420 They need Google Maps to pull up like 00:48:17.440 --> 00:48:19.262 the intersections and all that for home 00:48:19.282 --> 00:48:20.161 visits and scheduling. 00:48:21.202 --> 00:48:23.302 So that is absolutely a consideration. 00:48:24.338 --> 00:48:26.360 So any anyone watching or listening like 00:48:26.420 --> 00:48:29.965 Tony will will always kind of cut through 00:48:29.985 --> 00:48:33.289 the noise and find like what's what's what 00:48:33.309 --> 00:48:33.670 about this? 00:48:33.690 --> 00:48:34.391 Have you considered this? 00:48:34.411 --> 00:48:35.092 Have you thought about this? 00:48:35.112 --> 00:48:36.173 So I appreciate you, Tony. 00:48:36.775 --> 00:48:38.775 yeah well let's let's wrap it up i 00:48:38.876 --> 00:48:41.177 i think what this shows is like we're 00:48:41.217 --> 00:48:43.478 not married forever just because you 00:48:43.498 --> 00:48:45.739 started doing this this this was a low 00:48:45.838 --> 00:48:49.041 risk low barrier to entry easy to do 00:48:49.420 --> 00:48:52.021 test the water see what happens and and 00:48:52.222 --> 00:48:54.262 if it develops you know and you decide 00:48:54.322 --> 00:48:56.164 later that yeah i want to get somebody 00:48:56.224 --> 00:48:58.184 local i want to really double down on 00:48:58.224 --> 00:49:00.726 this absolutely at least now you have 00:49:00.806 --> 00:49:01.726 proof of concept 00:49:02.367 --> 00:49:04.208 It's just like bringing the PT student 00:49:04.309 --> 00:49:06.150 into the clinic before you extend an 00:49:06.311 --> 00:49:06.731 offer. 00:49:07.271 --> 00:49:09.514 It gives you a chance to see what 00:49:09.574 --> 00:49:10.596 it's going to be like. 00:49:11.476 --> 00:49:15.880 Parting shot, Dave. 00:49:16.061 --> 00:49:16.742 Parting shot. 00:49:18.318 --> 00:49:19.480 It's like, yeah, 00:49:19.500 --> 00:49:20.500 it's never going to be perfect. 00:49:20.559 --> 00:49:22.501 So especially even if you're, 00:49:22.681 --> 00:49:24.023 if you're a staff PT looking to go 00:49:24.083 --> 00:49:25.164 do that job in Alaska, 00:49:25.384 --> 00:49:27.085 or if you're a practice owner like us, 00:49:28.206 --> 00:49:29.786 trying to navigate social media or your 00:49:29.827 --> 00:49:31.467 virtual assistant or whatever, 00:49:31.628 --> 00:49:32.668 or hiring or whatever, 00:49:32.768 --> 00:49:35.871 like you have to just take action knowing 00:49:35.911 --> 00:49:37.411 that it's never always going to be perfect 00:49:37.592 --> 00:49:39.172 or, or ideal. 00:49:39.932 --> 00:49:41.675 And the worst thing is, 00:49:42.394 --> 00:49:44.858 is to not take action so it's better 00:49:44.898 --> 00:49:46.739 to it's actually better for me to like 00:49:46.780 --> 00:49:49.282 go i'm gonna go hire this like virtual 00:49:49.302 --> 00:49:51.125 assistant that lives in costa rica even 00:49:51.144 --> 00:49:53.827 though tony's nicely like well i mean why 00:49:53.867 --> 00:49:55.570 would why did you do that basically like 00:49:55.650 --> 00:49:56.891 i'm putting words in your mouth like 00:49:56.931 --> 00:49:59.094 basically like why that route like of all 00:49:59.153 --> 00:50:01.016 routes like why that route and it's 00:50:01.056 --> 00:50:02.157 because it's better for me 00:50:03.097 --> 00:50:06.581 to take that route right now because 00:50:06.601 --> 00:50:09.322 that's the the next uh or next best 00:50:09.563 --> 00:50:11.085 alternative what's that like the there's 00:50:11.105 --> 00:50:13.987 like a some um abbreviation but like the 00:50:14.047 --> 00:50:15.608 next best alternative or whatever like 00:50:15.628 --> 00:50:18.311 that's the next best route for us right 00:50:18.351 --> 00:50:20.972 now and that's better than analysis by 00:50:21.012 --> 00:50:22.715 paralysis and not doing anything at all 00:50:23.981 --> 00:50:26.123 All right, guys, it is Thursday already. 00:50:26.163 --> 00:50:28.023 My gosh, it's almost October. 00:50:28.625 --> 00:50:29.005 Come back. 00:50:29.045 --> 00:50:33.027 Watch eight thirty eight thirty a.m. 00:50:33.427 --> 00:50:34.407 Eastern time zone. 00:50:34.467 --> 00:50:35.108 See you Tuesday. 00:50:35.128 --> 00:50:35.768 See you Thursday. 00:50:35.809 --> 00:50:37.250 Dave, you have an amazing weekend. 00:50:37.269 --> 00:50:38.150 You too. 00:50:38.170 --> 00:50:38.831 Thanks. 00:50:42.197 --> 00:50:42.438 That's it. 00:50:42.458 --> 00:50:42.657 We're out. 00:50:42.677 --> 00:50:44.177 Boys, what the hell are you doing? 00:50:44.237 --> 00:50:47.059 Follow Tony Meritato on YouTube at Total 00:50:47.079 --> 00:50:48.139 Therapy Solution. 00:50:48.179 --> 00:50:49.181 Find Dave Kittle at 00:50:49.201 --> 00:50:52.402 conciergepainrelief.com and on YouTube at 00:50:52.422 --> 00:50:53.583 The Dave Kittle Show. 00:50:53.922 --> 00:50:57.063 And follow Jimmy McKay at PT Podcasts on 00:50:57.224 --> 00:50:58.224 YouTube, the socials, 00:50:58.324 --> 00:51:00.085 and wherever you binge podcasts you 00:51:00.125 --> 00:51:01.786 pretend are for CEUs. 00:51:02.085 --> 00:51:03.527 And hey, just a reminder, 00:51:04.007 --> 00:51:05.268 none of this was for advice. 00:51:05.307 --> 00:51:06.668 This was for entertainment only. 00:51:06.688 --> 00:51:08.509 Our lawyers say that counts. 00:51:08.588 --> 00:51:09.469 Thanks, Keith.