Clinic Conversions: The Marketing Fix You Didn't Know You Needed

WEBVTT

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on live radio,

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and it's hard to come back from that.

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Corey Hibben, welcome to the podcast.

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Thanks, brother.

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Glad to be here.

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We are both recording in our kitchens,

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which is my favorite room in the house.

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Yeah, you might see some cats run by,

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but nobody will be cooking,

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so that'll be good.

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That's okay.

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It sort of is like when

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people say you plan a house

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party and you're like, oh,

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we're all going to hang out

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in my living room.

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I'm like,

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people just gravitate towards the

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kitchen.

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The kitchen is the heartbeat of the house.

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Where do you actually live?

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Austin, Texas.

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Yeah.

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One of us is smart and lives

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in Austin and then one

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lives in upstate New York.

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So right now in April, as we record,

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it's like it's warm.

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I'm like, it's forty nine.

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It's not warm.

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It's warmer than it was, though.

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So I have a buddy that lives in Winnipeg.

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He's very well known on the

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Instagram pages like some

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couple million followers

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because he does a daily cold plunge.

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You might have seen him.

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His name's Jordan,

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but he's a buddy of mine.

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And yeah,

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I just saw his video the other

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day because he's been cold plunging for,

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I think, like, I don't know,

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seven hundred days or

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something like that.

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And it's still like snowing

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and there's still snow on the ground.

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And I was like, thank you.

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We've been we're well past that.

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Yes.

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No, no, thank you.

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Yeah.

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So you and I have

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similarities and

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differences and I like

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similarities and differences.

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So if someone asks like, Corey,

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what's your superhero backstory?

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Like, what did you do?

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What are you doing now?

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And like,

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how did those two things come to be?

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How those two things come to cross?

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Yeah, I'd say there's almost three things.

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I live at the intersection

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between business, marketing,

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and healthcare is really where I live.

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And how I got there was that

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I thought I wanted to do

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the healthcare thing.

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I used to work as an

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occupational therapist.

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I used to practice on the front lines,

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outpatient orthopedics,

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the whole rigmarole.

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And through sucking at that long enough,

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I eventually realized that

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I'm actually really not

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good at patient care at all.

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And that's not where I should be.

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But I'm way better at,

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as I was saying the other

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day on my own podcast show,

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dicking around on the

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Internet and doing like the business.

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It's a skill.

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It is.

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It's it's why I'm way better

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at the business and

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marketing side of things

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and being the behind the

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scenes and supporting those

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who are on the front lines

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and actually seeing

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patients versus actually

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seeing patients like a good day for me,

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which is polar opposite to my girlfriend.

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My girlfriend is a chiropractor.

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And so she's I mean, she's seeing,

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you know.

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sometimes a hundred a day sometimes.

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And, and like, she's, you know,

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a lot of people that are a

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lot of interactions.

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A perfect day for me is like,

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if I have less than two

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human interactions a day,

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great day for me like I like

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the days that she's home

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and I'm still working uh

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just this happened just the

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other day she's like you're

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so quiet it's like there's

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something on your mind and

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I was like no you're

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normally gone I just don't

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talk like all day and I

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love it that's what every

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day looks like but

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obviously that's that says

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something that she had she

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had a perception of what

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your day was like

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And then she saw it and was like, huh,

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that's a good insight for both of you,

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I think.

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Definitely.

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Yeah.

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And she's much more aware of

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that now is that I just

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spend a lot of time up in my head,

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which is she spends a lot

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more time like in the area

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of presence of other people.

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And so it's just a

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completely different way to

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spend your day.

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I probably,

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I'm probably somewhere between

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both of those things

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because I know like

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whenever I start to talk to

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people after like the

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workday is over or whatever, they're like,

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oh, you haven't been around people.

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And I'm like, how can you tell?

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And they're like,

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you haven't stopped talking.

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And you're like,

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what do you think about this?

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What if you did this and this?

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And how about if you did the

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opposite of that?

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What if we did that?

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Would that be a good idea?

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And they're like,

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I don't know what you're

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talking about because

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you're talking about it at

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a hundred fifty miles an hour.

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So I think me is like,

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it needs to be like in chunks.

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Like I do like that thing

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where I'm just going like,

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I'm going to go sit on the

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couch with the laptop and

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bang out a bunch of things.

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But yeah, for me too,

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it was patient care was,

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I didn't think I was good at it.

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People said, you're fine.

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They're great.

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And I was like, I didn't feel good at it.

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And that made me feel guilty.

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It's like, I went to school for this.

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And it's an admirable profession.

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So for me to go to school for a couple,

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go back to school as a

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second career person to go

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there and then to get there and be like,

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oh man, I don't love it.

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Like there was definitely some,

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was there guilt for you?

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Is there still guilt for you

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when you're like,

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I'm an OT and people are like,

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that's cool.

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And you're like, but I do this.

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Like, do you have guilt?

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Yeah,

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I call it sunk cost fallacy is what

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it is.

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It's funny.

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I was literally just

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explaining this the other

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day to my girlfriend is

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that I'm feeling it again

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now is because every time

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we put a lot of time and

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energy into anything,

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whether it's like this

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podcast show or a career or

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a relationship is the most common one,

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is that when you realize

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that you need to take the

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next step into the next thing,

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the pain you're feeling is

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sunk cost it's you feel

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like you wasted time and

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energy and resources and

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money and brain power and

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the reason it's called a

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fallacy is because it is a

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fallacy is because you

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needed to go through the

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process of that path to

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realize you're on the wrong

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path and we do it all the

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time um and like I said I'm

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I'm feeling it again right

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now even with the work that

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I do now is I was

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previously a lot more broad seeing like

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anything from health coaches

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and all the way up to

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doctors and tech clinics.

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And now I'm just becoming

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way more focused and

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picking a very specific niche,

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predominantly PTs and chiropractors.

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And I'm feeling it again

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because I feel like I put

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all this time into all the

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other professions and now realizing

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damn okay had I done this

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from the beginning I'd be a

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lot farther along yada yada

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but again it's all a

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fallacy it's like it's just

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how you feel it's not the

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reality of the world well

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and we and I love the fact

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that you bring up logical

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fallacies sunk cost fallacy

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being one of them we do it

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with I mean I'm guilty like

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relationships like you said

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like well you know I've put

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so much into this that I

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gotta see if it's gotta go

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somewhere and it's like

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It's as corny as it sounds.

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It's like sometimes the

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journey was the destination.

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You've ridden this thing out

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and there's nothing there

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for you anymore.

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And the longer you stay, you know,

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the answer is leave or do

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the different thing.

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But as much as I know that,

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I still like I get people who are like,

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why don't you do a couple of days a week?

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What if you did one day with patient care?

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And I'm like, that doesn't excite me.

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I wish it did.

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Cause I think I would have

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to answer this question as much,

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but I'm like,

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it doesn't like what I usually do too,

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is I get real excited.

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I'm like, you know,

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that feeling when you're like,

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look at your schedule and you're like,

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look at these different patients.

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And you're like, this is my tomorrow.

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And like,

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you know how excited you have

00:06:19.300 --> 00:06:20.281
feeling when you get excited, they go,

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yeah, I go, I don't get that.

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I don't get it.

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I'm sorry.

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But if I look at a calendar,

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it's like you're going to

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do these different

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interviews and you're going

00:06:28.658 --> 00:06:29.439
to do these phone calls and

00:06:29.459 --> 00:06:30.279
you're going to do this, whatever.

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I get excited.

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And I'm only on this rock

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for a couple of years more.

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I'm halfway done probably.

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I'm in my forties.

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Do the thing that excites

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you and ignore everybody else.

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This is an ego problem.

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I know that.

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I'm guilty of it.

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You know, it's funny.

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I recently learned about

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this idea of growing into pain.

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So this ties exactly what

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you're talking about in

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terms of seeing your

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schedule and seeing

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patients that you don't

00:06:52.156 --> 00:06:52.918
want to spend time with

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versus seeing like

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interviews or conversation

00:06:55.098 --> 00:06:55.978
or even podcasts like this

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that does get you excited.

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So the concept and this is

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exactly what I experienced

00:06:59.619 --> 00:07:00.540
when I was working in

00:07:00.560 --> 00:07:01.300
health care as an OT.

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was that what I eventually

00:07:03.319 --> 00:07:04.961
realized took me forever to

00:07:04.980 --> 00:07:06.581
figure this out but was I

00:07:06.601 --> 00:07:08.281
was really bad at the

00:07:08.341 --> 00:07:09.562
marketing side in terms of

00:07:09.622 --> 00:07:11.442
growing my practice because

00:07:11.603 --> 00:07:12.824
I didn't want more patients

00:07:12.923 --> 00:07:13.504
because I didn't want to

00:07:13.624 --> 00:07:14.483
see more patients that is

00:07:14.704 --> 00:07:16.824
deep and so like it's and

00:07:16.865 --> 00:07:17.865
it's true for everything is

00:07:17.884 --> 00:07:19.526
that we we don't grow into

00:07:19.586 --> 00:07:20.605
pain right there's this

00:07:20.625 --> 00:07:21.685
thing called the pain line

00:07:21.946 --> 00:07:22.766
dan martell talks about

00:07:22.786 --> 00:07:23.447
this all the time maybe

00:07:23.466 --> 00:07:24.026
you've heard of it but

00:07:24.047 --> 00:07:25.447
essentially it's like when

00:07:25.468 --> 00:07:26.468
you feel yourself

00:07:27.168 --> 00:07:28.670
not or stagnating or not

00:07:28.771 --> 00:07:30.432
doing something it's a big

00:07:30.473 --> 00:07:31.675
part of that is very likely

00:07:31.694 --> 00:07:32.716
is because like you don't

00:07:32.735 --> 00:07:33.978
want to grow into whatever

00:07:33.997 --> 00:07:35.139
that thing is and I've seen

00:07:35.160 --> 00:07:35.961
it in my own business

00:07:35.980 --> 00:07:37.502
happen again and again is

00:07:37.543 --> 00:07:39.045
that when more clients or

00:07:39.105 --> 00:07:40.166
more customers or in the

00:07:40.528 --> 00:07:42.149
case of a practitioner more patients

00:07:42.730 --> 00:07:44.672
to you feels like more pain.

00:07:45.172 --> 00:07:47.033
That tells me that you

00:07:47.052 --> 00:07:48.274
rather need to delegate,

00:07:48.293 --> 00:07:49.514
you need to outsource,

00:07:49.595 --> 00:07:50.954
you need to somehow get

00:07:51.014 --> 00:07:52.156
something off of your plate

00:07:52.456 --> 00:07:53.317
to allow space,

00:07:53.377 --> 00:07:55.057
to draw space between where

00:07:55.077 --> 00:07:55.978
you are and where that pain

00:07:55.997 --> 00:07:57.418
line is to allow you to

00:07:57.459 --> 00:07:58.358
grow to the next level.

00:07:58.439 --> 00:07:58.740
Otherwise,

00:07:58.759 --> 00:07:59.660
you're just gonna keep banging

00:07:59.699 --> 00:08:01.040
into it and you don't wanna go there,

00:08:01.060 --> 00:08:02.000
so you're not gonna do it.

00:08:02.422 --> 00:08:03.322
You just self-sabotage,

00:08:03.341 --> 00:08:04.242
that's all that ends up happening.

00:08:05.043 --> 00:08:05.163
Well,

00:08:05.182 --> 00:08:06.524
thank you guys for listening into

00:08:06.946 --> 00:08:08.048
Corey and Jimmy's therapy

00:08:08.108 --> 00:08:10.391
session for the first ten minutes.

00:08:10.430 --> 00:08:11.232
At least that's the funny

00:08:11.273 --> 00:08:12.473
part is like I don't need

00:08:12.514 --> 00:08:13.336
Corey to solve it.

00:08:13.755 --> 00:08:14.718
We don't need anybody to solve it.

00:08:14.757 --> 00:08:15.259
I just want to be like,

00:08:15.278 --> 00:08:16.980
do you also – I'm not the crazy one,

00:08:17.021 --> 00:08:17.201
right?

00:08:17.221 --> 00:08:18.923
Like other people feel this way.

00:08:19.846 --> 00:08:21.288
And I talked about this with

00:08:21.307 --> 00:08:23.970
a woman who was a physical therapist.

00:08:24.230 --> 00:08:26.432
And now she's been on ESPN for a decade.

00:08:27.151 --> 00:08:27.932
And she's on the fantasy.

00:08:28.072 --> 00:08:29.553
She's like, she does fantasy sports.

00:08:29.613 --> 00:08:30.413
That was her whole job.

00:08:31.055 --> 00:08:32.095
Like she was a PT.

00:08:32.515 --> 00:08:34.576
Now she's on ESPN a dozen

00:08:34.636 --> 00:08:36.298
times a month during football season.

00:08:36.337 --> 00:08:37.899
And she's got this crazy podcast.

00:08:37.918 --> 00:08:38.840
She's on ESPN.

00:08:39.340 --> 00:08:40.561
She was going in a different direction.

00:08:40.600 --> 00:08:43.123
She was going from PT to TV or radio.

00:08:43.663 --> 00:08:44.423
So I'll talk to her.

00:08:44.464 --> 00:08:44.903
And I was like,

00:08:45.364 --> 00:08:46.384
I was in radio for fifteen

00:08:46.424 --> 00:08:47.806
years and I now want to be a PT.

00:08:47.826 --> 00:08:48.986
But now I'm realizing there's a mix.

00:08:49.826 --> 00:08:50.047
I'm like,

00:08:50.648 --> 00:08:51.827
my point is bringing her up is like,

00:08:52.109 --> 00:08:52.889
who else was I supposed to

00:08:52.928 --> 00:08:54.649
talk to that actually understood that?

00:08:54.789 --> 00:08:56.932
Like five years ago, nobody.

00:08:57.032 --> 00:08:57.792
Now that there's more of

00:08:57.812 --> 00:08:58.493
these things and

00:08:58.732 --> 00:08:59.874
everybody's got a podcast

00:08:59.933 --> 00:09:01.094
and YouTube and all that,

00:09:01.115 --> 00:09:01.754
there's more people that

00:09:01.835 --> 00:09:02.676
could understand it.

00:09:02.956 --> 00:09:04.836
But for a while there, I was like, dude,

00:09:04.856 --> 00:09:05.397
I'm weird.

00:09:05.456 --> 00:09:05.837
I know.

00:09:05.977 --> 00:09:07.219
Like radio DJs shouldn't

00:09:07.239 --> 00:09:08.619
become PTs and then all of

00:09:08.639 --> 00:09:10.600
a sudden become a PT radio DJ again.

00:09:10.780 --> 00:09:12.581
It doesn't make any sense until it does.

00:09:12.621 --> 00:09:13.503
And it doesn't even make any

00:09:13.523 --> 00:09:14.482
sense to anybody else.

00:09:14.864 --> 00:09:16.684
It only needs to make sense to you.

00:09:17.344 --> 00:09:17.543
Yeah.

00:09:17.724 --> 00:09:18.644
And it only ever makes sense

00:09:18.784 --> 00:09:20.265
in retrospect anyways, right?

00:09:20.306 --> 00:09:20.666
Hindsight.

00:09:20.686 --> 00:09:22.907
Twenty twenty is like there's a great,

00:09:23.006 --> 00:09:24.967
great quote by Matthew McConaughey,

00:09:25.408 --> 00:09:26.048
and he says,

00:09:26.129 --> 00:09:27.769
we're really bad at knowing what we want,

00:09:27.789 --> 00:09:28.490
but we're really good at

00:09:28.509 --> 00:09:29.450
knowing what we don't want.

00:09:29.490 --> 00:09:30.471
So most of figuring things

00:09:30.551 --> 00:09:31.652
out is via trial and error.

00:09:31.971 --> 00:09:32.731
As unfortunate as that

00:09:32.772 --> 00:09:34.432
sounds is like there's the

00:09:34.493 --> 00:09:35.614
only shortcut I would say

00:09:35.653 --> 00:09:36.894
is like having a mentor,

00:09:37.634 --> 00:09:38.355
somebody that maybe

00:09:38.434 --> 00:09:39.716
understands your path that

00:09:39.735 --> 00:09:40.956
you're walking might be the

00:09:41.076 --> 00:09:41.657
only shortcut.

00:09:42.158 --> 00:09:43.541
but even then it's like I

00:09:43.561 --> 00:09:44.423
don't know about you but I

00:09:44.462 --> 00:09:45.264
know me personally it's

00:09:45.284 --> 00:09:46.187
like I still need to put my

00:09:46.227 --> 00:09:47.630
hand on the fire I don't

00:09:47.650 --> 00:09:49.294
know why but I mean that's

00:09:49.315 --> 00:09:51.080
just how I learned I guess but yeah

00:09:52.073 --> 00:09:52.654
I thought you were going to

00:09:52.674 --> 00:09:53.475
say the Matthew McConaughey

00:09:53.514 --> 00:09:54.716
quote was all right, all right,

00:09:54.755 --> 00:09:55.596
all right.

00:09:56.236 --> 00:09:56.837
That's a good one too.

00:09:56.857 --> 00:09:57.197
It is a good one.

00:09:57.217 --> 00:09:57.398
All right.

00:09:57.418 --> 00:09:58.418
So you mentioned that you

00:09:59.139 --> 00:10:02.341
worked with a decent size people, right?

00:10:02.402 --> 00:10:03.682
Doctors, tech, whatever.

00:10:03.964 --> 00:10:05.063
And now you're narrowing down,

00:10:05.164 --> 00:10:05.945
which I think is good.

00:10:06.806 --> 00:10:08.547
Explain to everybody what you get to,

00:10:08.586 --> 00:10:10.369
what do you get to do with those people?

00:10:10.389 --> 00:10:11.870
Or I should say for with those people,

00:10:11.889 --> 00:10:13.091
like what do you actually do?

00:10:14.658 --> 00:10:15.278
In short,

00:10:16.059 --> 00:10:17.201
I help them break free from the

00:10:17.240 --> 00:10:18.302
feast and famine cycle.

00:10:18.562 --> 00:10:18.682
So,

00:10:19.081 --> 00:10:21.023
ninety nine point nine percent of

00:10:21.183 --> 00:10:22.244
health care professionals,

00:10:22.884 --> 00:10:24.125
if you were to ask them,

00:10:24.405 --> 00:10:25.525
how do you generate leads?

00:10:25.626 --> 00:10:26.427
How do you get patients?

00:10:26.706 --> 00:10:27.768
I can almost guarantee you

00:10:27.827 --> 00:10:29.269
the majority of them will

00:10:29.308 --> 00:10:30.429
tell you word of mouth

00:10:30.470 --> 00:10:32.871
referrals and local events.

00:10:33.868 --> 00:10:34.528
That's almost what every

00:10:34.548 --> 00:10:35.389
single one of them will tell you,

00:10:35.568 --> 00:10:36.009
which is fine.

00:10:36.330 --> 00:10:36.769
Those are great.

00:10:37.029 --> 00:10:37.730
Those are effective.

00:10:38.071 --> 00:10:39.072
Nothing wrong with those.

00:10:39.152 --> 00:10:39.892
Those should always be a

00:10:39.932 --> 00:10:41.332
backbone of a strategy.

00:10:42.614 --> 00:10:43.715
But the problem with those

00:10:43.774 --> 00:10:44.816
is they're very time

00:10:44.855 --> 00:10:46.437
intensive and oftentimes

00:10:46.456 --> 00:10:48.479
they're incredibly unpredictable.

00:10:48.938 --> 00:10:49.860
And so you find yourself

00:10:49.899 --> 00:10:50.980
like you do a bunch of events,

00:10:51.000 --> 00:10:52.081
you do a bunch of networking,

00:10:52.100 --> 00:10:52.721
you maybe get some

00:10:52.782 --> 00:10:53.642
referrals this month and

00:10:53.662 --> 00:10:54.523
all of a sudden things drop

00:10:54.623 --> 00:10:55.384
off and then you do it

00:10:55.423 --> 00:10:56.664
again and again and again and again.

00:10:57.284 --> 00:10:58.806
So a big part of what we do

00:10:59.066 --> 00:11:01.107
is we help people with more

00:11:01.187 --> 00:11:02.609
consistent lead generation.

00:11:03.149 --> 00:11:04.549
And this often happens,

00:11:05.370 --> 00:11:07.631
what I would call the Google trifecta.

00:11:08.011 --> 00:11:09.692
So essentially, if you're a local business,

00:11:09.732 --> 00:11:10.693
which is predominantly what

00:11:10.734 --> 00:11:11.914
we work with is like PTs or

00:11:11.955 --> 00:11:13.216
Kairos in the local area,

00:11:13.655 --> 00:11:14.716
is like the three things

00:11:14.736 --> 00:11:15.957
you want to guarantee

00:11:16.498 --> 00:11:17.958
consistent leads is you

00:11:17.999 --> 00:11:19.899
want to have a well-optimized website,

00:11:20.179 --> 00:11:21.520
SEO related type things.

00:11:21.681 --> 00:11:22.581
You want to have paid ads

00:11:22.601 --> 00:11:23.623
and you want to have a good

00:11:23.682 --> 00:11:24.623
Google business profile,

00:11:24.643 --> 00:11:26.104
which means like reviews

00:11:26.144 --> 00:11:26.945
and fully filled out.

00:11:27.404 --> 00:11:28.686
If you have those three things,

00:11:29.147 --> 00:11:30.587
I can pretty consistently tell you,

00:11:30.927 --> 00:11:31.849
depending on where you live,

00:11:32.328 --> 00:11:33.250
is that we can almost

00:11:33.289 --> 00:11:34.130
guarantee you that you're

00:11:34.150 --> 00:11:35.130
going to have a consistent

00:11:35.171 --> 00:11:36.331
flow of leads through those

00:11:36.371 --> 00:11:37.253
things because those are

00:11:37.273 --> 00:11:38.553
attracting essentially

00:11:38.594 --> 00:11:40.335
people that are seeking your services.

00:11:40.676 --> 00:11:41.535
They're seeking out

00:11:42.236 --> 00:11:44.158
chiropractor near me or PT near me.

00:11:44.359 --> 00:11:45.940
If you're going to be ranked at the top,

00:11:46.440 --> 00:11:47.260
you're going to be the one

00:11:47.280 --> 00:11:48.361
that's selected and people

00:11:48.381 --> 00:11:49.081
are going to choose you.

00:11:50.102 --> 00:11:51.745
And so that's a big part of what we do,

00:11:51.804 --> 00:11:52.845
honestly, in a nutshell.

00:11:53.745 --> 00:11:53.927
All right,

00:11:53.947 --> 00:11:54.768
let's talk about something that

00:11:54.869 --> 00:11:56.412
sometimes I feel like if

00:11:56.432 --> 00:11:58.134
you ask a hundred people in

00:11:58.215 --> 00:11:59.177
marketing communications,

00:11:59.216 --> 00:12:00.780
whatever it is that you want to call it,

00:12:00.821 --> 00:12:02.825
you and I do similarly but differently.

00:12:03.645 --> 00:12:04.427
The word is brand.

00:12:05.373 --> 00:12:05.572
Right.

00:12:05.753 --> 00:12:06.312
I feel like if you ask a

00:12:06.373 --> 00:12:07.533
hundred people like what it is,

00:12:07.553 --> 00:12:08.474
I'm not going to ask you what it is.

00:12:08.553 --> 00:12:10.115
Cause we could pontificate for,

00:12:10.134 --> 00:12:11.115
you can just talk.

00:12:11.275 --> 00:12:12.615
I wound up talking to myself in a circle,

00:12:13.495 --> 00:12:14.976
but what goes into a brand

00:12:15.017 --> 00:12:16.457
that actually attracts

00:12:16.597 --> 00:12:18.038
patients in your opinion?

00:12:18.097 --> 00:12:18.558
Like what are,

00:12:19.078 --> 00:12:19.979
and the flip side of that

00:12:20.239 --> 00:12:20.840
question would be like,

00:12:20.919 --> 00:12:21.899
what are providers usually

00:12:21.940 --> 00:12:23.900
getting wrong with brand?

00:12:24.565 --> 00:12:25.426
Perfect, great question.

00:12:25.566 --> 00:12:25.785
I mean,

00:12:25.806 --> 00:12:26.806
I have a perfect case study that

00:12:26.846 --> 00:12:27.586
literally just happened.

00:12:28.167 --> 00:12:29.567
So before brand,

00:12:29.587 --> 00:12:30.889
you have to understand positioning.

00:12:32.149 --> 00:12:34.230
So a brand is only as good

00:12:34.270 --> 00:12:35.611
as the position it is in the market.

00:12:35.971 --> 00:12:36.451
For example,

00:12:37.312 --> 00:12:38.253
I recently worked with a

00:12:38.293 --> 00:12:40.595
physical therapist who, where is he?

00:12:40.875 --> 00:12:41.554
Somewhere in Tennessee.

00:12:41.575 --> 00:12:42.975
I can't remember what city it was, but...

00:12:44.496 --> 00:12:45.278
They were this perfect

00:12:45.298 --> 00:12:46.940
example of a little bit more broad,

00:12:47.220 --> 00:12:48.000
a little bit more just

00:12:48.041 --> 00:12:49.101
serving the local area.

00:12:49.543 --> 00:12:50.264
They're for the most part,

00:12:50.283 --> 00:12:50.864
we're doing pretty good.

00:12:50.884 --> 00:12:51.804
They're creating decent

00:12:51.845 --> 00:12:53.687
content and they were

00:12:53.727 --> 00:12:54.327
getting their Google

00:12:54.368 --> 00:12:55.149
business reviews and they

00:12:55.168 --> 00:12:55.990
were getting referrals and

00:12:56.009 --> 00:12:56.650
they were doing events and

00:12:56.671 --> 00:12:57.351
they were doing what would

00:12:57.392 --> 00:12:58.974
seem like a lot of good things.

00:12:59.594 --> 00:13:00.894
But they were missing this

00:13:00.934 --> 00:13:01.615
piece that you're hitting

00:13:01.676 --> 00:13:03.356
on perfectly is this idea of brand.

00:13:03.456 --> 00:13:04.397
And really what it came down

00:13:04.437 --> 00:13:05.278
to is like they weren't

00:13:05.357 --> 00:13:06.259
really positioned in the

00:13:06.298 --> 00:13:07.479
market to be the obvious

00:13:07.519 --> 00:13:09.660
choice for somebody seeking

00:13:09.681 --> 00:13:10.360
their services.

00:13:10.741 --> 00:13:11.642
So what we did is we

00:13:11.682 --> 00:13:12.923
essentially figured out, okay,

00:13:13.202 --> 00:13:14.403
they loved working with

00:13:14.484 --> 00:13:15.825
runners specifically.

00:13:16.325 --> 00:13:17.806
They loved the running clubs.

00:13:17.826 --> 00:13:19.748
The practitioners within the

00:13:19.788 --> 00:13:20.707
clinic like running.

00:13:20.748 --> 00:13:21.589
Their patients got the best

00:13:21.649 --> 00:13:22.568
results when they came in

00:13:22.589 --> 00:13:23.429
with running issues.

00:13:23.830 --> 00:13:25.010
So we basically positioned

00:13:25.030 --> 00:13:26.451
them as the go-to experts

00:13:26.751 --> 00:13:28.192
of running physical therapy

00:13:28.312 --> 00:13:29.193
in their local area.

00:13:29.594 --> 00:13:30.455
And then we created an

00:13:30.495 --> 00:13:32.657
entire brand around that specifically.

00:13:32.736 --> 00:13:34.238
So if you go to their website,

00:13:34.258 --> 00:13:35.799
you'll see that it's like people running.

00:13:35.879 --> 00:13:36.841
All the vocabulary is

00:13:36.880 --> 00:13:37.740
talking about running.

00:13:37.760 --> 00:13:38.841
They have testimonials about

00:13:38.902 --> 00:13:40.423
runners that were able to

00:13:40.504 --> 00:13:42.546
have an IT band injury and

00:13:42.566 --> 00:13:43.385
get back to running.

00:13:43.826 --> 00:13:44.628
And so we basically just

00:13:44.648 --> 00:13:45.488
created the brand that

00:13:45.508 --> 00:13:46.729
would most resonate with

00:13:46.788 --> 00:13:48.110
that specific person.

00:13:48.510 --> 00:13:49.631
And now they're like known

00:13:49.772 --> 00:13:51.173
as the PT runners within

00:13:51.192 --> 00:13:51.894
their local area.

00:13:52.333 --> 00:13:54.076
and that brand precedes itself.

00:13:54.235 --> 00:13:55.056
So like now if there's

00:13:55.116 --> 00:13:56.937
anybody in the local area at a run club,

00:13:57.378 --> 00:13:58.678
it's a very obvious choice

00:13:58.719 --> 00:13:59.500
subconsciously or

00:13:59.559 --> 00:14:00.600
consciously in their brain.

00:14:00.681 --> 00:14:01.041
They're like,

00:14:01.160 --> 00:14:03.322
you should go to XYZ because

00:14:03.722 --> 00:14:05.404
they work with runners with

00:14:05.544 --> 00:14:06.485
knee injuries or whatever

00:14:06.505 --> 00:14:07.306
the hell the issue is.

00:14:07.365 --> 00:14:07.907
But yeah.

00:14:08.486 --> 00:14:10.970
Can you have multiple brands in one clinic,

00:14:11.009 --> 00:14:11.429
though?

00:14:12.030 --> 00:14:13.913
So I have an opinion on this.

00:14:13.932 --> 00:14:17.035
So it's like if you have six PTs, right,

00:14:17.277 --> 00:14:19.479
you don't all need to be the running PT.

00:14:20.039 --> 00:14:21.961
So I think somebody said it

00:14:22.481 --> 00:14:23.123
way better than me,

00:14:23.202 --> 00:14:23.923
so I'll just steal it.

00:14:24.384 --> 00:14:25.985
Instead of having to have a

00:14:26.066 --> 00:14:28.067
house of brands, it was a branded house.

00:14:28.708 --> 00:14:30.070
So they were like, you came here,

00:14:30.090 --> 00:14:31.070
like you understood

00:14:31.110 --> 00:14:32.590
physical therapy means this

00:14:32.671 --> 00:14:33.750
sort of ambiguous term,

00:14:33.770 --> 00:14:35.912
which is like health or something.

00:14:35.971 --> 00:14:36.731
And then in that,

00:14:36.751 --> 00:14:38.033
when you got to their website,

00:14:38.092 --> 00:14:39.993
it was tell me about you.

00:14:40.653 --> 00:14:41.614
So you could see sort of

00:14:41.734 --> 00:14:42.974
elements visually and you

00:14:43.033 --> 00:14:43.995
knew which way to go

00:14:44.014 --> 00:14:45.495
because they had three PTs

00:14:45.514 --> 00:14:46.556
who like to help runners

00:14:46.596 --> 00:14:47.796
and two PTs that like to

00:14:47.816 --> 00:14:48.535
help weightlifters.

00:14:48.556 --> 00:14:50.297
It was like, this is a place for athletes.

00:14:50.677 --> 00:14:51.376
And then tell it, then,

00:14:51.518 --> 00:14:52.518
then go a little deeper,

00:14:52.557 --> 00:14:54.399
which is runners are over here.

00:14:54.578 --> 00:14:55.139
We got you.

00:14:55.178 --> 00:14:56.119
And weightlifters are over

00:14:56.178 --> 00:14:57.039
here and the CrossFitters

00:14:57.059 --> 00:14:57.980
back there and you're good.

00:14:59.231 --> 00:15:01.092
Yeah, I think definitely.

00:15:01.253 --> 00:15:02.553
And I think it also depends

00:15:02.594 --> 00:15:04.076
on what you wanna build as well.

00:15:04.495 --> 00:15:05.517
Because like to play off of

00:15:05.537 --> 00:15:08.958
that a little bit is that if you, so like,

00:15:09.019 --> 00:15:09.799
let's say you have a

00:15:09.860 --> 00:15:10.659
practitioner within your

00:15:10.700 --> 00:15:12.542
clinic that is really good in,

00:15:12.721 --> 00:15:14.102
maybe they're not great at running.

00:15:14.163 --> 00:15:15.903
Maybe they're maybe more interested in,

00:15:15.943 --> 00:15:17.044
we'll say CrossFit or,

00:15:17.184 --> 00:15:18.525
cause they actually, the same clinic does,

00:15:18.725 --> 00:15:19.787
this is a great example actually.

00:15:20.086 --> 00:15:21.067
So this exact same clinic

00:15:21.148 --> 00:15:22.629
also love to work with CrossFit athletes.

00:15:23.028 --> 00:15:25.130
And so there is a piece

00:15:25.171 --> 00:15:26.091
within that where like,

00:15:26.191 --> 00:15:27.873
if there's a clinician within that,

00:15:28.773 --> 00:15:29.972
Clinic that really loves

00:15:29.993 --> 00:15:30.932
working with CrossFit

00:15:30.993 --> 00:15:32.214
athletes and they're

00:15:32.254 --> 00:15:33.293
willing to quote-unquote

00:15:33.354 --> 00:15:35.453
build that brand within the

00:15:35.553 --> 00:15:36.653
within the organization

00:15:36.953 --> 00:15:38.034
thousand percent like that

00:15:38.115 --> 00:15:39.414
that can happen like I mean

00:15:39.455 --> 00:15:40.235
you see this with corporate

00:15:40.254 --> 00:15:41.095
companies all the time is

00:15:41.134 --> 00:15:42.394
like you can be under a

00:15:42.414 --> 00:15:43.755
corporate umbrella brand

00:15:44.056 --> 00:15:45.596
but if you love rock

00:15:45.615 --> 00:15:46.676
climbing and you want to

00:15:46.735 --> 00:15:48.096
build an association with

00:15:48.255 --> 00:15:49.716
your name and your practice

00:15:49.797 --> 00:15:50.917
personally with other rock

00:15:50.937 --> 00:15:52.177
climbers you can really

00:15:52.197 --> 00:15:53.496
definitely do that like my

00:15:53.537 --> 00:15:54.957
favorite analogy I know you

00:15:54.977 --> 00:15:55.557
didn't want to play this

00:15:55.597 --> 00:15:56.437
game but like my favorite

00:15:56.457 --> 00:15:57.717
analogy of like understanding

00:15:58.197 --> 00:15:59.438
what a brand is, is like,

00:15:59.578 --> 00:16:00.961
I just call it an association.

00:16:01.341 --> 00:16:02.302
That's really all it is.

00:16:02.361 --> 00:16:03.462
Like oftentimes people just

00:16:03.543 --> 00:16:04.744
use the reputation, but it's like,

00:16:04.864 --> 00:16:06.144
what's the association that

00:16:06.164 --> 00:16:07.546
you want to have at the end of the day?

00:16:07.885 --> 00:16:08.506
And that can be at the

00:16:08.647 --> 00:16:09.548
individual level of

00:16:09.587 --> 00:16:10.509
somebody within the business,

00:16:10.568 --> 00:16:11.188
or that could be at the

00:16:11.229 --> 00:16:13.051
more umbrella level of like,

00:16:13.071 --> 00:16:14.692
what do we represent within an umbrella?

00:16:14.951 --> 00:16:15.972
But it's just creating an

00:16:15.993 --> 00:16:17.413
association in someone's brain.

00:16:17.774 --> 00:16:18.294
And I think the most

00:16:18.315 --> 00:16:20.057
important thing for like anyone,

00:16:20.157 --> 00:16:20.716
for the listener to

00:16:20.777 --> 00:16:22.077
understand is that

00:16:22.558 --> 00:16:24.059
everything you do creates

00:16:24.100 --> 00:16:26.042
an association in somebody's brain.

00:16:26.522 --> 00:16:27.602
Every piece of content,

00:16:28.023 --> 00:16:30.443
every color of a logo that you choose,

00:16:30.884 --> 00:16:32.985
every interaction you have with a patient,

00:16:33.085 --> 00:16:34.306
these are all created in

00:16:34.365 --> 00:16:35.905
association or reputation

00:16:35.926 --> 00:16:36.626
in someone's brain.

00:16:37.047 --> 00:16:37.586
And so it's like,

00:16:37.807 --> 00:16:39.187
just be conscious of that.

00:16:39.567 --> 00:16:39.908
So like,

00:16:39.967 --> 00:16:41.208
if you really want to attract a

00:16:41.288 --> 00:16:43.389
certain person is like, well,

00:16:43.409 --> 00:16:44.549
then do things that that

00:16:44.629 --> 00:16:46.150
certain person would want

00:16:46.431 --> 00:16:48.251
to be associated with, right?

00:16:48.692 --> 00:16:50.393
Like that's how I explain it anyways.

00:16:50.432 --> 00:16:50.832
Yeah.

00:16:50.972 --> 00:16:53.333
I mean, this is something that is innate,

00:16:53.394 --> 00:16:55.534
I think, to marketers, right?

00:16:55.715 --> 00:16:57.416
or communicators in radio.

00:16:57.817 --> 00:16:59.216
We used to have Keith at the

00:16:59.236 --> 00:16:59.677
radio station.

00:16:59.697 --> 00:17:00.097
I worked with,

00:17:00.238 --> 00:17:01.958
worked at last in Northeast Pennsylvania.

00:17:01.979 --> 00:17:03.759
We had Keith and we did that

00:17:03.900 --> 00:17:06.082
stupid exercise where we built an avatar.

00:17:06.142 --> 00:17:07.262
We knew everything about Keith.

00:17:07.863 --> 00:17:08.763
And the point wasn't the

00:17:08.824 --> 00:17:10.444
exercise of the avatar building.

00:17:10.464 --> 00:17:11.065
And, you know,

00:17:11.085 --> 00:17:12.046
we knew which we picked a

00:17:12.086 --> 00:17:12.906
local high school that

00:17:12.946 --> 00:17:14.047
Keith went to and he

00:17:14.086 --> 00:17:14.847
married his high school

00:17:14.887 --> 00:17:15.888
sweetheart and he likes

00:17:15.929 --> 00:17:17.589
these bars and these bands and yada,

00:17:17.609 --> 00:17:17.849
yada.

00:17:18.369 --> 00:17:19.631
The fun part was six months

00:17:19.651 --> 00:17:20.592
later when we had a really

00:17:20.632 --> 00:17:21.731
hard question about what to

00:17:21.771 --> 00:17:23.212
do next or how to present this.

00:17:23.614 --> 00:17:23.953
We just said,

00:17:24.054 --> 00:17:25.335
would Keith think this is cool?

00:17:26.403 --> 00:17:28.964
And as dumb as I thought the

00:17:29.025 --> 00:17:30.266
exercise was as a twenty

00:17:30.306 --> 00:17:32.186
two year old listening to my boss,

00:17:32.227 --> 00:17:34.409
then six months later is

00:17:34.429 --> 00:17:35.329
when I actually got it.

00:17:35.369 --> 00:17:35.869
I was like, oh,

00:17:35.890 --> 00:17:37.431
I'm able to easily make this decision.

00:17:37.490 --> 00:17:39.092
Keith would think this is stupid.

00:17:39.332 --> 00:17:40.732
So the answer is don't do it.

00:17:41.213 --> 00:17:42.795
But don't get in our own head like, OK,

00:17:42.875 --> 00:17:44.435
I'm going to put my marketing hat on.

00:17:44.796 --> 00:17:45.136
I didn't.

00:17:45.317 --> 00:17:46.538
I put Keith's hat on and said,

00:17:46.577 --> 00:17:48.098
would you think this is cool or lame?

00:17:48.378 --> 00:17:49.200
The answer was lame.

00:17:49.240 --> 00:17:49.680
Don't do it.

00:17:49.980 --> 00:17:51.161
Don't even try to do it.

00:17:51.240 --> 00:17:52.061
Do something different.

00:17:52.721 --> 00:17:53.622
I've even heard of people

00:17:53.682 --> 00:17:54.762
going as far as printing

00:17:54.803 --> 00:17:56.604
out a billboard or like a cutout.

00:17:56.624 --> 00:17:57.263
I mean, not a billboard,

00:17:57.304 --> 00:17:59.244
like a cutout of the person,

00:17:59.285 --> 00:17:59.984
quote unquote,

00:18:00.346 --> 00:18:01.385
and then having that in

00:18:01.405 --> 00:18:02.767
their office or whatever it is.

00:18:03.106 --> 00:18:04.567
Just as a constant reminder, actually,

00:18:04.587 --> 00:18:05.468
there's a company that I

00:18:05.508 --> 00:18:06.729
know very well that did this.

00:18:06.769 --> 00:18:07.969
So a lot of the websites we

00:18:07.989 --> 00:18:08.730
would build on is a

00:18:08.769 --> 00:18:09.670
platform called Webflow.

00:18:09.710 --> 00:18:10.891
And I was able to meet the founder.

00:18:11.230 --> 00:18:11.711
Super cool guy.

00:18:11.730 --> 00:18:13.311
He came to Austin for South by Southwest.

00:18:13.352 --> 00:18:13.491
But

00:18:14.692 --> 00:18:15.292
That was one of the things

00:18:15.313 --> 00:18:16.353
that he talked about on a

00:18:16.393 --> 00:18:17.452
keynote that he did was

00:18:17.472 --> 00:18:18.554
that they literally like

00:18:18.874 --> 00:18:20.515
when they started Webflow, the company,

00:18:20.535 --> 00:18:24.056
which is, I think, evaluated at like, God,

00:18:24.175 --> 00:18:24.895
it's a lot.

00:18:25.155 --> 00:18:26.416
I don't want to say be with a billion,

00:18:26.457 --> 00:18:27.217
but I could have swore that

00:18:27.237 --> 00:18:27.757
was the last I heard.

00:18:27.797 --> 00:18:30.018
But they were able like how there's like,

00:18:30.057 --> 00:18:30.597
how do you do that?

00:18:30.678 --> 00:18:31.419
And it was like, well,

00:18:31.979 --> 00:18:33.219
we got very clear on our

00:18:33.278 --> 00:18:34.319
avatar to the point where

00:18:34.339 --> 00:18:36.259
they our mentors had us

00:18:36.319 --> 00:18:38.381
print out a cutout of who it was.

00:18:38.401 --> 00:18:39.582
And every time we had a decision,

00:18:39.642 --> 00:18:40.162
like you said,

00:18:40.561 --> 00:18:42.042
we looked at the cutout and we go,

00:18:42.303 --> 00:18:42.863
what would they want?

00:18:43.676 --> 00:18:44.636
And that's how we made our decisions.

00:18:46.478 --> 00:18:48.358
And it's stunningly,

00:18:48.858 --> 00:18:50.500
it feels like an oversimplification,

00:18:50.559 --> 00:18:51.079
but it's not.

00:18:51.339 --> 00:18:55.041
Because in radio or in website design,

00:18:55.281 --> 00:18:57.782
without Keith or whoever their avatar was,

00:18:57.982 --> 00:18:59.144
we don't exist.

00:19:00.044 --> 00:19:01.184
It's just us talking to the

00:19:01.204 --> 00:19:02.464
void or that person

00:19:02.565 --> 00:19:03.526
offering a bunch of tools

00:19:03.546 --> 00:19:04.646
that no one uses.

00:19:05.086 --> 00:19:05.987
So if you stop paying

00:19:06.007 --> 00:19:07.107
attention to that customer,

00:19:07.387 --> 00:19:08.208
and I think that's a bad

00:19:08.248 --> 00:19:09.469
word in healthcare sometimes,

00:19:09.949 --> 00:19:10.630
seen as it is.

00:19:11.150 --> 00:19:13.810
Well, customer's like, I'm the expert.

00:19:14.632 --> 00:19:16.092
I'm here to tell you what you need.

00:19:16.593 --> 00:19:19.693
And that consumer or customer is gonna go,

00:19:19.814 --> 00:19:21.134
oh yeah?

00:19:21.194 --> 00:19:21.795
And they're not gonna stick

00:19:21.815 --> 00:19:22.756
around or they're gonna

00:19:22.796 --> 00:19:24.016
come and not like that

00:19:24.057 --> 00:19:25.176
experience because you

00:19:25.217 --> 00:19:26.357
built it for the wrong person.

00:19:26.397 --> 00:19:27.417
You built it for you.

00:19:27.798 --> 00:19:28.778
To me, that's a big mistake.

00:19:29.769 --> 00:19:29.930
Yeah.

00:19:30.190 --> 00:19:32.011
And it's especially in the

00:19:32.031 --> 00:19:34.113
health care industry is I mean,

00:19:34.153 --> 00:19:35.114
like if you look at any

00:19:35.193 --> 00:19:36.894
giant health care conglomerate,

00:19:36.994 --> 00:19:37.974
that's exactly what you

00:19:38.015 --> 00:19:39.195
describe is exactly how it

00:19:39.215 --> 00:19:40.616
feels for most people is

00:19:40.636 --> 00:19:41.758
that they don't even feel

00:19:41.798 --> 00:19:43.118
like they are the ones that

00:19:43.159 --> 00:19:43.979
getting the care.

00:19:44.298 --> 00:19:45.519
It feels like I'm just doing

00:19:45.539 --> 00:19:46.721
whatever I'm supposed to be told.

00:19:46.760 --> 00:19:47.761
And here's this prescription

00:19:47.801 --> 00:19:50.624
and just follow this rudimentary thing.

00:19:50.743 --> 00:19:52.305
And no question why no one's

00:19:52.325 --> 00:19:52.785
getting better.

00:19:53.685 --> 00:19:53.986
Shocker.

00:19:54.526 --> 00:19:54.906
Yeah.

00:19:55.027 --> 00:19:55.227
Yeah.

00:19:55.267 --> 00:19:56.268
You shouldn't be surprised.

00:19:57.048 --> 00:19:57.868
You talk a lot about

00:19:57.929 --> 00:19:59.329
websites needing to convert,

00:19:59.471 --> 00:20:00.471
not just look pretty.

00:20:00.731 --> 00:20:00.991
Right.

00:20:01.471 --> 00:20:02.753
So let's talk about must

00:20:02.773 --> 00:20:03.673
have because I want someone

00:20:03.693 --> 00:20:05.455
who's listening right now to go, oh,

00:20:05.635 --> 00:20:06.997
I got like two out of three of those,

00:20:07.017 --> 00:20:07.817
but not the third.

00:20:08.137 --> 00:20:09.019
So what are must have

00:20:09.098 --> 00:20:10.200
elements you think every

00:20:10.299 --> 00:20:11.842
clinic specific website

00:20:12.461 --> 00:20:14.403
needs to move someone from

00:20:14.463 --> 00:20:16.065
browsing to booking and

00:20:16.105 --> 00:20:16.685
walking in the door?

00:20:17.599 --> 00:20:18.141
Yeah,

00:20:18.181 --> 00:20:20.962
so when I first got into this industry,

00:20:21.163 --> 00:20:22.564
it was as an OT

00:20:22.604 --> 00:20:24.526
transitioning into my first

00:20:25.006 --> 00:20:26.426
job gig or whatever was

00:20:26.928 --> 00:20:28.509
essentially freelance website design.

00:20:28.969 --> 00:20:31.672
And in my brain, I had this idea that like,

00:20:31.711 --> 00:20:32.873
you just need a pretty website.

00:20:33.292 --> 00:20:34.354
And so I'll never forget my

00:20:34.413 --> 00:20:35.474
very first client that I

00:20:35.515 --> 00:20:36.234
actually worked with.

00:20:36.255 --> 00:20:37.957
She was a health coach in my local city.

00:20:38.017 --> 00:20:38.777
I actually just happened to

00:20:38.797 --> 00:20:40.298
find her on Google Maps.

00:20:40.818 --> 00:20:42.220
and I shot her a cold message,

00:20:42.339 --> 00:20:43.040
and I was like, hey,

00:20:43.840 --> 00:20:44.761
I think I can do some

00:20:44.781 --> 00:20:45.883
things to your website to

00:20:45.923 --> 00:20:47.523
make it look better, blah, blah, blah,

00:20:47.584 --> 00:20:47.903
whatever.

00:20:48.564 --> 00:20:50.085
And she was super sweet.

00:20:50.365 --> 00:20:51.266
I still talk to her to this day.

00:20:51.286 --> 00:20:52.586
She's an incredible human.

00:20:52.826 --> 00:20:54.669
And I did send things to her website.

00:20:55.048 --> 00:20:56.910
And to be super transparent with you,

00:20:56.930 --> 00:20:57.931
this was about five years ago,

00:20:58.651 --> 00:21:00.673
it is very unlikely that anything I did,

00:21:01.113 --> 00:21:01.894
even remotely,

00:21:02.653 --> 00:21:03.835
drop drove business to the

00:21:04.134 --> 00:21:05.175
like it you know I mean

00:21:05.195 --> 00:21:06.196
like yeah I made some

00:21:06.237 --> 00:21:07.157
changes it might have

00:21:07.198 --> 00:21:08.138
looked better but in

00:21:08.199 --> 00:21:09.480
regards to like actually

00:21:09.599 --> 00:21:11.000
affecting what everybody

00:21:11.020 --> 00:21:11.882
wants which is revenue

00:21:11.902 --> 00:21:13.742
within their business not a

00:21:13.762 --> 00:21:15.664
chance and it's because

00:21:15.704 --> 00:21:17.006
like at the time I didn't

00:21:17.026 --> 00:21:18.446
understand that like a

00:21:18.527 --> 00:21:19.847
website is just a tool at

00:21:19.867 --> 00:21:21.630
the end of the day and it's

00:21:21.670 --> 00:21:23.971
like every scenario is

00:21:23.991 --> 00:21:25.012
different in how you use

00:21:25.053 --> 00:21:26.973
the tool and so I would say

00:21:27.114 --> 00:21:28.275
there's really three things

00:21:28.295 --> 00:21:29.195
that we look at on every

00:21:29.236 --> 00:21:30.936
single website and it's traffic

00:21:31.657 --> 00:21:34.901
conversions and trust, essentially.

00:21:35.401 --> 00:21:37.061
And there's many ways to

00:21:37.103 --> 00:21:38.222
attack these problems.

00:21:38.324 --> 00:21:39.144
But for the most part,

00:21:39.384 --> 00:21:40.384
if you don't have anybody

00:21:40.464 --> 00:21:41.526
going to your website,

00:21:41.546 --> 00:21:42.606
kind of back to my example

00:21:42.727 --> 00:21:44.208
about having just a pretty website,

00:21:45.028 --> 00:21:45.588
who cares?

00:21:45.950 --> 00:21:46.769
This is literally like

00:21:46.809 --> 00:21:49.792
having a clinic in the middle of Bodunk,

00:21:49.893 --> 00:21:52.134
Alaska, with no road to it.

00:21:53.406 --> 00:21:53.807
Great,

00:21:53.906 --> 00:21:54.707
that's awesome that you have a

00:21:54.747 --> 00:21:55.228
clinic there.

00:21:55.268 --> 00:21:56.387
Maybe it looks super awesome,

00:21:56.407 --> 00:21:57.428
but if nobody's going to it,

00:21:57.468 --> 00:21:58.749
it is a complete waste.

00:21:58.868 --> 00:22:00.749
And that's what most people do.

00:22:00.769 --> 00:22:01.849
And that was honestly what I

00:22:01.869 --> 00:22:02.710
thought about in terms of

00:22:02.750 --> 00:22:03.289
websites as well,

00:22:03.309 --> 00:22:03.869
is that I thought it was

00:22:03.890 --> 00:22:05.691
like the classic build it

00:22:05.711 --> 00:22:06.270
and they will come.

00:22:06.810 --> 00:22:07.751
I promise you,

00:22:07.832 --> 00:22:08.751
they will definitely not come.

00:22:08.912 --> 00:22:10.071
So the first thing you understand is like,

00:22:10.633 --> 00:22:11.472
do you have traffic to your site?

00:22:12.377 --> 00:22:13.499
Now that we have traffic to the site,

00:22:13.538 --> 00:22:14.119
the next thing you need to

00:22:14.140 --> 00:22:15.340
consider is like, how do we convert it?

00:22:15.661 --> 00:22:18.083
The most basic thing that anybody can do,

00:22:18.103 --> 00:22:19.023
which is funny to me

00:22:19.044 --> 00:22:20.625
because I audit websites all the time,

00:22:20.726 --> 00:22:22.227
and these are literally the

00:22:22.267 --> 00:22:24.048
simplest thing that you could do to just,

00:22:24.568 --> 00:22:25.630
if you did nothing else but

00:22:25.650 --> 00:22:26.471
this thing that I'm about

00:22:26.490 --> 00:22:27.090
to tell you next,

00:22:27.592 --> 00:22:28.271
I guarantee you would

00:22:28.311 --> 00:22:29.432
increase conversions,

00:22:29.534 --> 00:22:30.453
assuming you have traffic

00:22:30.473 --> 00:22:30.974
to your website.

00:22:31.335 --> 00:22:32.455
And you need to answer three

00:22:32.496 --> 00:22:33.217
questions when somebody

00:22:33.237 --> 00:22:34.317
immediately adds on your website.

00:22:34.397 --> 00:22:35.439
It's what do you do,

00:22:35.818 --> 00:22:36.960
what problem do you solve,

00:22:37.039 --> 00:22:37.881
and what action do you want

00:22:37.901 --> 00:22:38.622
people to take next?

00:22:39.611 --> 00:22:40.030
Example,

00:22:40.490 --> 00:22:41.731
that previous example that I gave

00:22:41.751 --> 00:22:42.632
you before in terms of the

00:22:42.652 --> 00:22:43.393
physical therapist,

00:22:43.952 --> 00:22:45.394
we do physical therapy in,

00:22:45.433 --> 00:22:46.134
I think they're in Knoxville,

00:22:46.193 --> 00:22:47.233
in Knoxville, Tennessee.

00:22:47.755 --> 00:22:50.056
We help runners get back to running.

00:22:50.155 --> 00:22:51.076
That's a bad example,

00:22:51.115 --> 00:22:52.176
but something along those lines.

00:22:52.636 --> 00:22:53.636
Click this button to

00:22:53.737 --> 00:22:55.097
schedule an appointment, book a call,

00:22:55.278 --> 00:22:56.739
download this lead magnet, whatever it is,

00:22:56.778 --> 00:22:56.919
right?

00:22:57.519 --> 00:22:58.019
Very simple.

00:22:58.700 --> 00:23:00.241
Seventy percent of traffic

00:23:00.461 --> 00:23:02.143
never makes it past the top

00:23:02.182 --> 00:23:03.263
of a website anyways.

00:23:03.644 --> 00:23:04.464
So everything else you do on

00:23:04.484 --> 00:23:06.067
the website is probably super cool.

00:23:06.866 --> 00:23:07.367
Other than that,

00:23:07.387 --> 00:23:08.509
it's probably not that important.

00:23:08.909 --> 00:23:09.789
And then the other thing, too,

00:23:09.849 --> 00:23:10.670
is the third thing I was

00:23:10.690 --> 00:23:11.932
going to hit on is trust is

00:23:11.951 --> 00:23:13.353
that there's no arguing

00:23:13.432 --> 00:23:14.854
that the strongest.

00:23:17.355 --> 00:23:18.237
I guess the lever that you

00:23:18.257 --> 00:23:19.417
can pull in trust building

00:23:19.617 --> 00:23:21.118
is some sort of reviews,

00:23:21.199 --> 00:23:22.980
testimonials of some form.

00:23:23.040 --> 00:23:24.021
This could come in Google

00:23:24.061 --> 00:23:25.042
business reviews where you

00:23:25.083 --> 00:23:26.163
literally put like how many

00:23:26.203 --> 00:23:27.424
reviews you have on the website.

00:23:27.765 --> 00:23:28.645
This could come in people

00:23:28.665 --> 00:23:29.625
like with a video,

00:23:29.686 --> 00:23:30.547
this could come in text.

00:23:30.988 --> 00:23:31.948
Not all trust and

00:23:31.988 --> 00:23:33.289
testimonials are created equal.

00:23:33.309 --> 00:23:34.049
So it's really important to

00:23:34.069 --> 00:23:35.050
remember that is that if

00:23:35.070 --> 00:23:36.711
you just have a text on there,

00:23:37.133 --> 00:23:38.733
people are less likely to trust it.

00:23:38.753 --> 00:23:39.595
If you think about your own

00:23:39.654 --> 00:23:41.056
shopping behaviors versus

00:23:41.076 --> 00:23:41.916
if you have like a third

00:23:41.957 --> 00:23:43.097
party on there like Yelp

00:23:43.137 --> 00:23:44.138
reviews or Google reviews

00:23:44.159 --> 00:23:45.359
or something that's on a third party,

00:23:45.799 --> 00:23:47.039
way way way higher trust

00:23:47.079 --> 00:23:47.881
because they know that it's

00:23:47.941 --> 00:23:49.060
actually a legitimate human

00:23:49.101 --> 00:23:49.961
and was probably vetted on

00:23:50.040 --> 00:23:51.622
some level um but if you

00:23:51.682 --> 00:23:53.041
have those three things

00:23:53.623 --> 00:23:54.643
guaranteed that you're

00:23:54.663 --> 00:23:55.222
going to convert more

00:23:55.242 --> 00:23:56.663
convert more I like that

00:23:56.864 --> 00:23:58.023
that felt actionable and

00:23:58.044 --> 00:23:59.125
everybody likes threes like

00:23:59.224 --> 00:24:01.325
stooges and blind mice and

00:24:01.744 --> 00:24:02.586
but honestly like you get

00:24:02.605 --> 00:24:03.306
it like the same as like

00:24:03.385 --> 00:24:04.465
exercise prescription or

00:24:04.486 --> 00:24:05.487
task it's like if we give

00:24:05.507 --> 00:24:06.366
them twenty things to do

00:24:06.386 --> 00:24:07.586
they're gonna do zero if

00:24:07.606 --> 00:24:08.907
you give them three you got a chance

00:24:09.627 --> 00:24:10.288
So that's what I like.

00:24:10.769 --> 00:24:11.608
So you did mention that

00:24:11.648 --> 00:24:12.749
feast or famine cycle.

00:24:13.450 --> 00:24:14.809
What's one low-hanging

00:24:14.869 --> 00:24:16.651
marketing move someone

00:24:16.691 --> 00:24:19.972
might make this week to get momentum?

00:24:20.012 --> 00:24:21.073
Just one simple thing.

00:24:21.133 --> 00:24:21.313
I mean,

00:24:21.513 --> 00:24:23.674
because changing the website isn't

00:24:23.694 --> 00:24:24.035
simple.

00:24:24.194 --> 00:24:24.974
I should say it's simple,

00:24:24.994 --> 00:24:25.515
but it's not easy.

00:24:25.535 --> 00:24:26.476
That's going to take some

00:24:26.516 --> 00:24:27.816
time and investment, and you should.

00:24:28.196 --> 00:24:29.136
But what's something quick

00:24:29.156 --> 00:24:29.676
that they could do?

00:24:29.717 --> 00:24:31.758
Give me something like candy,

00:24:31.798 --> 00:24:33.118
something short and sweet.

00:24:34.368 --> 00:24:35.148
I mean, this is,

00:24:35.388 --> 00:24:38.089
this might be an amazing thing for some,

00:24:38.109 --> 00:24:39.490
and this might be lame for others,

00:24:39.550 --> 00:24:41.111
but I would argue that again, I,

00:24:41.270 --> 00:24:42.592
I audit a lot of clinics

00:24:42.632 --> 00:24:43.612
and a lot of practices,

00:24:43.632 --> 00:24:45.073
and this is one of the most

00:24:45.093 --> 00:24:46.353
like low hanging fruit in

00:24:46.393 --> 00:24:47.752
terms of it blows my mind

00:24:47.772 --> 00:24:48.913
when people don't do this.

00:24:49.614 --> 00:24:50.574
Um,

00:24:50.653 --> 00:24:51.795
a well filled out Google business

00:24:51.835 --> 00:24:52.134
profile.

00:24:54.201 --> 00:24:56.722
It's honestly like it's relatively simple.

00:24:56.942 --> 00:24:58.544
You literally just like fill it out.

00:24:58.943 --> 00:24:59.785
Make sure you have some

00:24:59.884 --> 00:25:00.964
decent photos in there.

00:25:01.265 --> 00:25:02.385
Make sure you have your name

00:25:02.405 --> 00:25:04.047
and your address and your hours.

00:25:04.346 --> 00:25:06.407
Make sure it looks friendly.

00:25:07.087 --> 00:25:08.368
You can even do these things on there.

00:25:08.388 --> 00:25:08.868
A lot of people actually

00:25:08.888 --> 00:25:09.709
don't know this is that you

00:25:09.749 --> 00:25:11.109
can actually post updates

00:25:11.329 --> 00:25:12.750
on Google business profiles.

00:25:13.111 --> 00:25:13.810
And so you could do this

00:25:13.830 --> 00:25:14.852
like just like social media,

00:25:14.932 --> 00:25:15.672
like you could literally do

00:25:15.692 --> 00:25:16.692
this once a week.

00:25:17.073 --> 00:25:18.292
And this actually helps rank

00:25:18.333 --> 00:25:19.294
you higher on Google.

00:25:19.693 --> 00:25:20.493
And one of the biggest

00:25:20.513 --> 00:25:22.355
factors by far in terms of

00:25:22.414 --> 00:25:23.756
getting ranked on Google is

00:25:23.836 --> 00:25:24.935
literally just having reviews.

00:25:25.336 --> 00:25:26.497
Assuming you've been around

00:25:26.557 --> 00:25:27.416
for a little bit,

00:25:28.238 --> 00:25:29.478
having some way to get

00:25:29.518 --> 00:25:30.798
reviews or reaching out to

00:25:30.939 --> 00:25:31.939
old clients or customers to

00:25:31.959 --> 00:25:32.700
get those reviews.

00:25:33.400 --> 00:25:34.641
If you like number one,

00:25:34.681 --> 00:25:36.080
I would say set up the business profile,

00:25:36.101 --> 00:25:37.182
like completely fill it out

00:25:37.521 --> 00:25:38.642
and then spend the rest of

00:25:38.662 --> 00:25:40.103
the week getting at least

00:25:40.163 --> 00:25:41.423
fifty Google reviews as

00:25:41.463 --> 00:25:42.584
fast as humanly possible.

00:25:43.625 --> 00:25:44.924
That's such a low hanging fruit.

00:25:44.944 --> 00:25:45.826
It's unbelievable.

00:25:45.846 --> 00:25:46.286
Love that.

00:25:48.027 --> 00:25:48.627
Listen, all right.

00:25:48.647 --> 00:25:49.429
You've interviewed a lot of

00:25:49.469 --> 00:25:50.769
successful clinic owners.

00:25:50.790 --> 00:25:51.751
You've talked to a lot of them.

00:25:52.172 --> 00:25:53.634
What's one thing they all

00:25:53.673 --> 00:25:54.994
seem to get about marketing

00:25:55.015 --> 00:25:55.875
that sets them apart?

00:25:55.955 --> 00:25:56.696
Is there like a common

00:25:56.757 --> 00:25:57.758
thread amongst the people

00:25:57.778 --> 00:25:58.578
that are successful?

00:25:58.618 --> 00:25:59.359
Is there something that you can,

00:26:00.020 --> 00:26:00.821
I don't know, you know,

00:26:01.321 --> 00:26:02.343
spot in the first five,

00:26:02.383 --> 00:26:03.424
ten minutes of listening to

00:26:03.444 --> 00:26:04.144
them and sort of teasing

00:26:04.185 --> 00:26:05.606
things out that you're like, okay, okay,

00:26:05.626 --> 00:26:06.228
we got a chance here.

00:26:07.693 --> 00:26:09.074
Man, that is such a good question.

00:26:10.974 --> 00:26:11.335
Yeah,

00:26:11.974 --> 00:26:13.295
I think it goes back to what you were

00:26:13.315 --> 00:26:14.474
mentioning earlier of

00:26:14.634 --> 00:26:16.174
understanding who you serve.

00:26:16.655 --> 00:26:18.276
And I can speak from like my

00:26:18.435 --> 00:26:19.736
own pains and struggles and

00:26:19.796 --> 00:26:20.615
even like a lot of the

00:26:20.635 --> 00:26:24.096
people that I talk to is that if you have,

00:26:24.936 --> 00:26:25.777
here's some red flags,

00:26:26.057 --> 00:26:29.137
is like if you have multiple businesses,

00:26:29.817 --> 00:26:30.657
I'm concerned about you.

00:26:31.218 --> 00:26:32.018
If you have,

00:26:32.458 --> 00:26:33.617
if it's like what do you do

00:26:33.698 --> 00:26:34.878
and you talk about like the

00:26:34.959 --> 00:26:36.459
seven different services that you offer,

00:26:37.298 --> 00:26:38.859
I'm concerned about you, right?

00:26:38.980 --> 00:26:39.441
If it's like,

00:26:40.761 --> 00:26:41.923
how consistently are you

00:26:41.982 --> 00:26:43.503
engaging with your clients and customers?

00:26:43.523 --> 00:26:44.564
And it's like once in a while,

00:26:45.125 --> 00:26:46.465
I'm concerned with you, right?

00:26:46.526 --> 00:26:46.846
It's like,

00:26:47.626 --> 00:26:48.887
really what we're looking for is

00:26:48.907 --> 00:26:51.108
just to be so hyper niche

00:26:51.148 --> 00:26:52.650
focused on who we serve and

00:26:52.690 --> 00:26:53.590
what specific problem that

00:26:53.611 --> 00:26:54.491
we help them solve.

00:26:54.852 --> 00:26:56.613
Every other challenge that

00:26:56.653 --> 00:26:57.554
most people deal with gets

00:26:57.574 --> 00:26:59.715
a thousand times easier in terms of like,

00:27:00.256 --> 00:27:02.017
what sort of marketing should we do?

00:27:02.217 --> 00:27:03.416
Or how should we position

00:27:03.436 --> 00:27:04.376
ourselves in the market?

00:27:04.396 --> 00:27:05.917
Or what sort of content should we create?

00:27:05.958 --> 00:27:07.178
Or who should we be reaching out to?

00:27:07.198 --> 00:27:08.699
What sort of events should we attend?

00:27:08.719 --> 00:27:09.659
It's like all those

00:27:09.699 --> 00:27:10.979
questions get so much

00:27:11.058 --> 00:27:12.019
easier and so much simpler

00:27:12.039 --> 00:27:13.099
when you're hyper-focused.

00:27:13.660 --> 00:27:15.401
And I know we already talked

00:27:15.421 --> 00:27:16.560
about it earlier in this episode,

00:27:16.820 --> 00:27:18.320
and it seems very rudimentary,

00:27:18.361 --> 00:27:19.481
but it always shocks me

00:27:20.221 --> 00:27:22.324
how few people... Some

00:27:22.344 --> 00:27:23.625
people will tell you... I

00:27:23.644 --> 00:27:24.945
think people want to

00:27:24.965 --> 00:27:26.446
believe that they have it figured out,

00:27:26.767 --> 00:27:27.667
but they haven't actually

00:27:27.728 --> 00:27:28.969
put in the hours to really

00:27:29.009 --> 00:27:29.970
figure it out and to really

00:27:30.009 --> 00:27:30.890
have conversations with

00:27:30.910 --> 00:27:31.851
them and to really listen

00:27:32.090 --> 00:27:33.211
and understand their pain points.

00:27:33.231 --> 00:27:34.873
And even if you didn't,

00:27:35.114 --> 00:27:36.114
here's a real simple way to

00:27:36.134 --> 00:27:37.375
figure it out.

00:27:37.474 --> 00:27:37.715
AI.

00:27:38.512 --> 00:27:40.836
Go on AI and be like,

00:27:41.195 --> 00:27:42.798
here's my person that at

00:27:42.817 --> 00:27:43.940
this moment that I think I

00:27:43.980 --> 00:27:44.941
really want to help and serve.

00:27:44.961 --> 00:27:45.761
What are all their challenges,

00:27:45.801 --> 00:27:46.843
pain points and struggles?

00:27:47.644 --> 00:27:48.925
That's a really good place to start.

00:27:48.986 --> 00:27:49.626
And now you actually have

00:27:49.686 --> 00:27:51.107
some idea of how to help them.

00:27:51.127 --> 00:27:53.090
It's a great, it's a great sounding board.

00:27:53.211 --> 00:27:53.711
I like that.

00:27:53.791 --> 00:27:54.031
All right.

00:27:54.092 --> 00:27:55.334
We're going to do speed round.

00:27:55.394 --> 00:27:56.634
Corey, are you ready for speed round?

00:27:56.835 --> 00:27:57.056
Bring it.

00:27:57.076 --> 00:27:58.076
Let's do it.

00:28:00.010 --> 00:28:02.212
All right, we're gonna do hit or hype.

00:28:02.833 --> 00:28:03.053
Corey,

00:28:03.073 --> 00:28:04.433
I'm gonna give you common healthcare

00:28:04.473 --> 00:28:05.674
marketing trends and you

00:28:05.714 --> 00:28:06.655
gotta call out whether

00:28:06.675 --> 00:28:08.597
they're worth the juice, a hit,

00:28:09.198 --> 00:28:11.420
or just overhyped noise, hype.

00:28:11.700 --> 00:28:12.180
Are you ready?

00:28:12.441 --> 00:28:13.480
I'm ready.

00:28:13.500 --> 00:28:14.301
All right, number one,

00:28:14.481 --> 00:28:17.064
Instagram reels are the best way,

00:28:17.144 --> 00:28:19.066
best way to grow your practice.

00:28:19.465 --> 00:28:20.646
Is that a hit or a hype?

00:28:20.926 --> 00:28:21.468
Total hype.

00:28:21.488 --> 00:28:22.909
All right, it's nice, right?

00:28:22.949 --> 00:28:24.349
I'm sure it could be part of the mix,

00:28:24.369 --> 00:28:25.911
but it can't be, I said best,

00:28:26.191 --> 00:28:26.991
it can't be the best.

00:28:27.392 --> 00:28:29.575
Can I, I know this is rapid fire, but yeah,

00:28:30.134 --> 00:28:31.135
I want to spit for one second on that.

00:28:31.416 --> 00:28:31.977
So there's a difference

00:28:32.018 --> 00:28:32.778
between interruption

00:28:32.817 --> 00:28:35.181
marketing and capture

00:28:35.201 --> 00:28:36.162
marketing essentially.

00:28:36.502 --> 00:28:37.584
And so social media is a

00:28:37.624 --> 00:28:39.185
great form of like interrupting somebody,

00:28:39.246 --> 00:28:40.287
somebody scrolling and they're like,

00:28:40.346 --> 00:28:41.489
oh my God, there's a clinic near me.

00:28:41.528 --> 00:28:42.289
That's really interesting,

00:28:42.329 --> 00:28:43.029
but I don't really care

00:28:43.049 --> 00:28:43.810
that much because I'm doing

00:28:43.830 --> 00:28:44.372
other things and I just

00:28:44.392 --> 00:28:44.992
want to be entertained.

00:28:45.333 --> 00:28:46.473
Versus capture marketing,

00:28:46.713 --> 00:28:47.894
which is like the SEO and

00:28:47.914 --> 00:28:48.836
the Google business profile

00:28:48.875 --> 00:28:49.355
things where it's like

00:28:49.375 --> 00:28:50.297
somebody is like searching

00:28:50.336 --> 00:28:51.938
to solve a problem way

00:28:51.998 --> 00:28:53.859
easier to convert than a social media.

00:28:54.119 --> 00:28:54.859
Social media works,

00:28:54.880 --> 00:28:55.701
but it's a different strategy.

00:28:55.740 --> 00:28:56.642
It's much more long tail.

00:28:56.662 --> 00:28:57.741
There's a lot more nurturing

00:28:58.002 --> 00:28:58.982
versus capturing is like

00:28:59.022 --> 00:29:00.044
somebody wants you like

00:29:00.084 --> 00:29:00.944
today and they're willing

00:29:00.964 --> 00:29:02.365
to call you way easier to convert.

00:29:02.625 --> 00:29:03.247
So different.

00:29:03.287 --> 00:29:03.606
All right.

00:29:03.646 --> 00:29:04.627
Number two on the list.

00:29:05.127 --> 00:29:06.288
Your logo, Corey,

00:29:06.328 --> 00:29:08.971
is the most important part of your brand.

00:29:09.050 --> 00:29:10.311
Is it the most important part?

00:29:10.571 --> 00:29:11.893
Hit hype.

00:29:11.913 --> 00:29:12.875
Nobody cares.

00:29:12.974 --> 00:29:13.734
Yeah, you care.

00:29:13.915 --> 00:29:14.896
I think the owners care.

00:29:14.936 --> 00:29:15.676
And like, yeah, well,

00:29:15.917 --> 00:29:17.638
what does this image say about me?

00:29:17.659 --> 00:29:19.381
It's like people barely look at it.

00:29:19.862 --> 00:29:21.663
I think a good one, like once you find it,

00:29:21.923 --> 00:29:22.785
I think the good one is the

00:29:22.884 --> 00:29:24.105
one you've used for a while,

00:29:24.286 --> 00:29:25.647
as long as it's not bad and

00:29:25.708 --> 00:29:26.608
bad is subjective.

00:29:27.438 --> 00:29:28.159
Yeah, nobody cares.

00:29:28.839 --> 00:29:29.840
All right, here's the next one.

00:29:29.881 --> 00:29:30.480
Hit or hype.

00:29:30.862 --> 00:29:34.144
Google reviews are better than SEO.

00:29:34.184 --> 00:29:35.046
You've got to pick one.

00:29:35.125 --> 00:29:37.407
Is Google review better than SEO?

00:29:37.429 --> 00:29:37.528
Hit.

00:29:37.949 --> 00:29:39.431
One's got to stay, one's got to go.

00:29:40.090 --> 00:29:41.071
Yeah, I'd say so.

00:29:41.893 --> 00:29:42.554
Because like...

00:29:42.933 --> 00:29:43.894
Back to my earlier point,

00:29:43.974 --> 00:29:45.355
social proof is the biggest

00:29:45.395 --> 00:29:46.256
factor in today's world.

00:29:46.296 --> 00:29:47.477
People are so sick of being

00:29:47.517 --> 00:29:48.798
like scammed and trust is a

00:29:48.857 --> 00:29:50.038
huge issue for a lot of people.

00:29:50.397 --> 00:29:51.778
And Google reviews is by far

00:29:51.838 --> 00:29:52.880
one of the highest ranking

00:29:52.940 --> 00:29:54.280
factors for trust building.

00:29:54.641 --> 00:29:55.540
And so I mean,

00:29:55.842 --> 00:29:56.942
all the clinics that I work with,

00:29:57.021 --> 00:29:57.883
the ones that are crushing

00:29:57.923 --> 00:29:58.903
it and like pushing several

00:29:58.923 --> 00:30:00.663
figures have like gone hard

00:30:00.743 --> 00:30:01.904
on getting like hundreds of

00:30:01.924 --> 00:30:03.165
Google reviews for a reason.

00:30:03.185 --> 00:30:04.707
Smart, smart hitter hype.

00:30:04.807 --> 00:30:05.767
Tick tock is where all the

00:30:05.787 --> 00:30:06.807
new patients are, Corey.

00:30:09.557 --> 00:30:10.617
Depends on your business.

00:30:10.898 --> 00:30:11.358
Oh, I like that.

00:30:11.398 --> 00:30:12.339
Yeah, you can go depends.

00:30:12.361 --> 00:30:13.101
You can go depends.

00:30:13.922 --> 00:30:19.288
I mean, if your patients are young, I mean,

00:30:19.388 --> 00:30:19.769
maybe.

00:30:20.250 --> 00:30:20.390
Maybe.

00:30:20.410 --> 00:30:20.490
Yeah.

00:30:20.509 --> 00:30:23.113
All right.

00:30:23.252 --> 00:30:23.693
Last one.

00:30:23.834 --> 00:30:25.276
Email marketing is dead.

00:30:25.576 --> 00:30:26.156
Hit or hype?

00:30:27.414 --> 00:30:28.455
A total hype.

00:30:28.715 --> 00:30:29.436
There's not a chance.

00:30:29.477 --> 00:30:30.357
It's still the most powerful

00:30:30.397 --> 00:30:31.179
marketing by far.

00:30:31.618 --> 00:30:32.078
It's deep.

00:30:32.500 --> 00:30:32.940
It's deep.

00:30:33.421 --> 00:30:34.521
And if you give value,

00:30:34.541 --> 00:30:35.623
you can get attention.

00:30:36.143 --> 00:30:39.405
I love these two phrases.

00:30:40.186 --> 00:30:40.827
Pay attention.

00:30:41.008 --> 00:30:41.607
Spend time.

00:30:42.449 --> 00:30:43.349
And everybody's like, they're obvious.

00:30:43.369 --> 00:30:43.549
I'm like,

00:30:43.670 --> 00:30:45.330
it's pay and spend attention and time.

00:30:45.351 --> 00:30:46.692
You got to give one to get the other.

00:30:46.952 --> 00:30:48.074
And it's got to be worth it.

00:30:48.314 --> 00:30:49.375
It doesn't mean monetary all

00:30:49.394 --> 00:30:49.914
the time either.

00:30:49.994 --> 00:30:50.715
Pay attention.

00:30:51.195 --> 00:30:52.116
The pay and pay attention

00:30:52.136 --> 00:30:53.397
could be like good information.

00:30:53.798 --> 00:30:54.979
A thirty two minute podcast

00:30:55.019 --> 00:30:56.720
episode that felt like I

00:30:56.779 --> 00:30:58.182
got more information than

00:30:58.221 --> 00:30:59.762
the time I needed to give to get it.

00:31:00.022 --> 00:31:01.984
So it's a good it's email marketing.

00:31:02.204 --> 00:31:02.585
I agree.

00:31:02.964 --> 00:31:03.665
Certainly not dead.

00:31:03.766 --> 00:31:03.965
Corey,

00:31:04.006 --> 00:31:05.426
last thing we do on every episode is

00:31:05.446 --> 00:31:06.488
called the parting shot.

00:31:07.788 --> 00:31:09.250
Last chance for a mic drop moment,

00:31:09.329 --> 00:31:11.251
soapbox statement, anything.

00:31:11.271 --> 00:31:11.832
What do you want to leave

00:31:11.852 --> 00:31:14.134
with the audience as we wrap up?

00:31:15.194 --> 00:31:16.955
Hmm.

00:31:16.996 --> 00:31:17.375
Man,

00:31:17.817 --> 00:31:19.198
I guess I wasn't prepared for a mic

00:31:19.298 --> 00:31:19.557
drop moment.

00:31:19.798 --> 00:31:21.298
And you can repeat like an

00:31:21.439 --> 00:31:22.259
adage or something you'd

00:31:22.279 --> 00:31:22.940
want on your tombstone.

00:31:22.960 --> 00:31:24.060
You can repeat something you said before.

00:31:24.080 --> 00:31:24.521
It doesn't matter.

00:31:24.541 --> 00:31:26.163
It doesn't need to be brand spanking new.

00:31:28.674 --> 00:31:29.855
Money monetizes once and

00:31:29.894 --> 00:31:31.695
skills or relationships monetize forever.

00:31:32.115 --> 00:31:32.796
This was something that I

00:31:32.816 --> 00:31:34.517
was taught younger when I was a mentor,

00:31:34.817 --> 00:31:36.297
and it completely changed

00:31:36.356 --> 00:31:37.597
how I approach life and

00:31:37.617 --> 00:31:38.397
business in general.

00:31:38.758 --> 00:31:39.518
I think most people are

00:31:39.538 --> 00:31:40.577
familiar with the concept

00:31:40.637 --> 00:31:41.618
of the infinite game,

00:31:42.118 --> 00:31:43.179
and I can't echo that

00:31:43.219 --> 00:31:44.519
statement enough in regards

00:31:44.559 --> 00:31:46.460
to your life and your business.

00:31:46.500 --> 00:31:48.441
When I talk to people that

00:31:48.480 --> 00:31:49.240
have been in business with

00:31:49.280 --> 00:31:52.041
other people for forty, fifty years,

00:31:52.842 --> 00:31:54.463
It changes how you approach

00:31:54.564 --> 00:31:55.724
every interaction you have

00:31:55.785 --> 00:31:56.506
with that's rather a

00:31:56.566 --> 00:31:57.567
partner or a customer.

00:31:58.126 --> 00:31:59.709
And so, yeah,

00:31:59.788 --> 00:32:01.109
I would just echo that statement again.

00:32:01.130 --> 00:32:01.971
It was advice that was given

00:32:01.990 --> 00:32:02.892
to me and I hope it

00:32:02.912 --> 00:32:03.551
resonates with somebody

00:32:03.632 --> 00:32:05.314
else of money monetizes once,

00:32:05.354 --> 00:32:05.773
but skills and

00:32:05.794 --> 00:32:06.894
relationships monetize forever.

00:32:07.415 --> 00:32:08.016
Love it.

00:32:08.056 --> 00:32:09.337
Corey, if someone was like, hey, listen,

00:32:09.377 --> 00:32:10.459
this guy knows what he's talking about.

00:32:10.499 --> 00:32:11.819
Where do I go connect with him?

00:32:11.839 --> 00:32:12.601
Where do you want to send people?

00:32:13.375 --> 00:32:15.336
Well, I'm stupidly active on LinkedIn.

00:32:15.896 --> 00:32:18.817
Um, so if you have a LinkedIn account,

00:32:19.298 --> 00:32:21.557
I'm obnoxiously active on that platform.

00:32:21.577 --> 00:32:22.439
So that'd be super cool.

00:32:23.078 --> 00:32:25.038
Um, otherwise I have a podcast of my own.

00:32:25.058 --> 00:32:25.519
Uh,

00:32:25.559 --> 00:32:27.220
basically everything you can find is on

00:32:27.259 --> 00:32:28.059
my personal website,

00:32:28.079 --> 00:32:29.181
which is Corey high.com.

00:32:29.701 --> 00:32:31.340
All right, Corey, I appreciate the time.

00:32:31.381 --> 00:32:32.442
And we'll, we'll, I feel like,

00:32:32.561 --> 00:32:33.541
I feel like having Corey

00:32:33.602 --> 00:32:34.721
back on the show and we

00:32:34.801 --> 00:32:35.741
might actually have an

00:32:35.903 --> 00:32:37.143
Austin trip in the near

00:32:37.182 --> 00:32:37.883
future this summer.

00:32:37.903 --> 00:32:38.542
And if we do,

00:32:39.002 --> 00:32:39.743
I don't know if you smell that.

00:32:39.804 --> 00:32:40.743
I smell live podcast.

00:32:41.345 --> 00:32:42.066
I'm in.

00:32:42.105 --> 00:32:42.586
I'll bring you on.

00:32:42.846 --> 00:32:43.166
We'll talk.

00:32:43.186 --> 00:32:44.008
Sounds great.

00:32:44.087 --> 00:32:45.130
Corey, thanks so much for stopping by,

00:32:45.150 --> 00:32:45.329
man.

00:32:45.710 --> 00:32:46.090
Appreciate it.