Content Is Not The Business. Patients Are.

0:02 The Knicks are one and O. I know you're a big basketball. Are you a big basketball fan? Are you a basketball fan at all? I'm not. My wife is. My wife is the sports fanatic of the family. She follows baseball, basketball, football. I just kind of sit there and watch her watch it. I don't really care about basketball, but the fact that the Knicks are actually doing something makes me a little bit interested. So I had a beer league hockey game last night. Watch the Knicks. Now we're going to bring several things together. So Dave's not here yet for some reason. But Dave was asking. Or in the group chat, why I shared the video of the hyper ice knee brace on the sidelines.

0:43 So Jalen Brunson. Nick star player has a little tweak mid game. And of course they're doing the, Oh my gosh, is he going to play? Is he out? And they're doing the sideline zoom in. And I mean, how's this for product placement, right? If you're hyper ice, I believe when I talked to someone from my price, like they're in, they're in the training room of all the NBA, like it'd be harder to find an NBA or a professional sports team where the hyper ice gear isn't there. But then the clip was, this is great. Like they're doing this, they're doing the closeup, the trainer or physical therapist is there wrapping its knee with it. They've of course got the products logoed up nicely.

1:27 And it's such a standout logo, very simple, black material, white logo. And I don't know, I spotted it from a hundred miles away on my couch that I was like, whoa, whoa. Like I was almost that meme of Leonardo DiCaprio, like point on the TV, whoa, whoa, whoa, whoa, whoa, whoa. And it just made me think like, hey, point four seconds of sideline time on the Knicks star player's knee. Ain't it ain't a bad place to be right. Like you'd you'd you'd pay for that. You'd pay for that. Then they'd go do it and it would feel inauthentic. Yeah. Hundred percent did not feel that felt authentic. And it was two point six seconds.

2:07 I thought it was great. Yeah. And that goes to, you know, like you said, you pay for a thirty second spot where everybody's guard is up. Sports are probably the last frontier where if you're watching sports live, which most do, you have to deal with the commercials. You can't just fast forward or skip the commercial. Most people are going to go get food or go to the bathroom or do something. So you're still going to miss that huge part of the audience. I was watching your Amazon Live for Hyperice this morning. And the most striking thing to me about it was the authenticity.

2:49 The fact that you weren't like, hey, I'm Jimmy McKay and come buy this. And this is the best. And the product's amazing. Like you just talked, you know, you were talking to me. Now, I will say one constructive critique. Look at where your eyes are. Your eyes aren't looking at me. That's unique, because I am looking at the camera, because this forced me to shoot on my phone. I don't know what the deal is, but you look like you're looking at yourself in the phone, not the camera of the phone. And so, yeah, I don't know.

3:30 That was just a little thing that caught my attention, but... genuinely like it was a comfortable video to watch. I didn't feel oversold. You were going through the product. It was a good live video. So let's walk through how this happened. Eric from Hyperice was nice enough to send me like pretty much one of everything that Hyperice offers. And we had had several discussions about this idea of live selling. And just for context, again, live selling It was such a simple thing, except the missing link has been missing for a while, which is, if I'm watching a video of something, if I'm watching a live stream, how many clicks do I have to do?

4:12 Do I have to leave the live stream? As dumb as it seems, that was the problem. I have to leave the live stream to go buy something. So now platforms are either coming online, like a platform like Whatnot, or on the TikTok shop, is saying, why not just put a buy now button? Like honestly, like the buy now button, like I'm not a coder, I don't know how to code things. This does not seem like putting someone on the moon, but now this is like organizations are seeing like, this is a powerful weapon. I'm sure organizations like Instagram or YouTube are thinking, if I can take two percent of every transaction that happens on my platform, that's not a small revenue stream, that's gonna be a large revenue stream.

4:56 So the issue now is, can you, Can you produce videos like the one you were just talking about, like this one? But now the funny part is if you watch my video and you scroll down, there's sixty nine of them now, of course. There's a million for the Hyperice product that I'm talking about or other ones, other DocOff ones. So now you're competing with this sea of other people. So I appreciate that you watched it. I'm going to do more of these. my goal and all right so let me walk you through how i got to this so this was hypervolt three just released what you need to know from a physical therapist fine with the other products i decided being a physical therapist is fine but it can't be the lead it can't be the reads and you're tuning in i don't think that's the reason so i'm aiming at a niche within a niche with a niche so all the videos that i shot and the ones that i'll do in the next couple of weeks will be Over forty beer league hockey players, how to prepare for a game or your week and how to recover from it.

6:01 So it's like you're aiming at dudes over forty who play, you know, rec league hockey. Yep. So when you see some other videos that I've done, I'm talking to my audience is the bros around the locker room who like can play hockey and play well, but they know nothing about the human body. right and they're like just tell me what to do what should i do not everything in my live stream i want it to be a product placement either like i want to show like lacrosse ball stuff or mobilizations and then yes because i in fact do sit on my couch and have a bourbon and wear the the the most used piece of equipment that hyperice sent me are the shorts They have these sort of shorts that go over the hips.

6:44 It makes me look like I'm wearing the biggest adult diaper on the planet, but I got to tell you, Feels good? It feels fantastic. Well, that's where all the work happens in a hockey player. Low back is an issue, but it's your hips, it's your glutes, it's your glute med, it's everything around the hips. People have come over while I'm wearing them and they're like, what are you wearing? I look ridiculous, but it feels fantastic. It's got a cycle that runs for fifteen to twenty minutes. I usually go through two cycles before I actually am done. That and the Norma Tech leg, the boots are fantastic. But I wanted to aim at a niche, and I wanted your thoughts on that strategy because I think mobility and recovery on Amazon Live, no one's going to look.

7:29 I don't know. That's going to be harder, I think. So I'm aiming for the dude who's like, ow, my hips hurt. I'm a hockey player. I don't know. Dave, what do you think in terms of the algorithm? Well, so I'm coming on here late, missed a couple of minutes. You guys are talking about what? The Amazon Live product placement videos? Yeah, the Amazon Live. Tony had found one that I did where I was talking about the new Hypervolt gun. I'm going to do a bunch on all the different products. That's fine right here. Bottle my dirty sock there. That's nice. Use your no-no zone. can you go on it's real man it's real it is real yeah i didn't sweep that day but the idea is the first couple videos i did i was like here's how you mobilize and here's how you recovery and i was like that feels too generic so i like like dave might say like your micro niche might be like adult baseball players over over thirty or over forty and then how do you prepare for a game or how do you recover from like a double header?

8:29 And then you go, then you do a ten minute live stream and maybe some of the products or some of the things you're showing is a product and some of it's just like good old fashioned physical therapy suggestions. So I'll be the negative Nancy here. I sent you guys the screenshot the other day of what was it? Something like how to make your first million or whatever. And it was like the probability breakdown. And number one was like, like, you know, like, you know, like, you know, like, you know, like, you know, like, you know, like, you know, millionaires are business owners, whatever. And then I joked because Tony and his family play a lot of poker and somewhere around one percent or point four percent was like people who become millionaires through poker.

9:10 And I said, there's a chance. There's a chance. And it was real estate, stocks, investments, inheritance, all this stuff about where people get their money. And I know we're still early, but it's been around long enough. Content creating, content creation has been around long enough. So I want to ask Jimmy, what's the whole point of this? Because it wasn't on that list on how to get wealthy, how to make money. Number one was business owner, practice owner, business owner, whatever you want to call it. But what is the point of the Amazon lives? How does that put money in your bank account or attract more deals for PD Pinecast or whatever? Yeah, here we go. Here's the first thing.

9:50 I got one free item that every item that Hyperice makes. So I was in it because I'm honestly interested in their products whenever I sit down with Eric at a conference. The funny part is you agree with the graphic that you shared, which is roads to a million dollars and the probability that those people will be a millionaire, stockbroker, real estate, business owner. This entire list, no notes, except all of them are content creators now as well. Do you know what I mean? Like Ryan Serhan, every poker player has an Instagram page. No, no. He does not make all of his money from content creating. We didn't say all of his money. But the people who are successful in all of these things?

10:32 He's not making, in my opinion, just like Gary Vee is monetizing on the deals that he does with you know, Gillette or whatever, like the way that he his company VaynerMedia helps Johnson and Johnson or one of these big companies, he's got multimillion dollar deals, all the stuff that he does when he posts like seventy times a day. I don't think he's not monetizing that minimal monetization. Ryan Serhant, he's using that to drive traffic and drive eyeballs and to drive authority. But no, I do not believe in Tony. Please correct me if I'm wrong, but if the CPMs are so low, So no relationship that he's created has ever led to a deal. I know who he is, and I've never tried to buy real estate in New York City.

11:17 I think you guys are splitting hairs a little bit. I think Dave is saying the ad revenue doesn't make the money. And I think Jimmy agrees. Yeah. Yeah. When it says business owner, like I would go back to what's the business? The business is content creation. The business is, you know, media. So it's a little bit of both. But I totally get what Dave's saying. I don't think that – where did this list come from? What's the source of this list? I don't have a source. A content creator? Yeah. But I didn't have to pay the content creator to share with you guys.

11:59 But the content creator got paid by Facebook for posting it and getting- Yeah, yeah. A one-fifteenth of a penny. you can you can make decent money if that's the thing that you put into it for for me the purpose of doing the live stream is i want to i want to like do what tony does which is like okay garyvee's over here barking at live selling is the new nfts probably not a good example but live streaming is the new you know anything um or live selling is to do anything is it I don't know, because all you need is a phone and an account, except now you're competing against ten thousand other people who who think all I need is a phone and an account. Can you garner enough attention? So Amazon will pay me a percentage if people watch the video and click it.

12:43 And I've gotten clicks and I've gotten a few buys. But the question is, to Dave's point, is the juice worth the squeeze? it is what is the point for me it wasn't necessarily the money although i'll take it it really was like let's test out this concept because everybody's barking except i keep looking around and saying who's doing it we have had those examples of people in asia like and again whatever happens in the asian market typically you know eight months to fifteen months later hits the united states and it's the next big thing there people rent out like eight by ten stalls and all they do is they have a live stream and over and over and over that just new product new product new product and things are selling off the off the hook so i'm just this is a culture change question are we now going to go to an online in your hand version of qvc is that going to happen i remember back in the day my aunt my grandmother and my mom new york oklahoma and florida sitting there watching tv on the phone together and oh should we get that for aunt bessie let's get it in blue hang up i'll hang up i'll order three are we going to be doing that because that's not a thing we do right now in terms of like live shopping and that's where the money is so i don't i don't know but I don't, it seems so simple.

14:05 Let's just take that quick example. QVC, Home Shopping Network, legendary businesses, ingrained business models. So the QVC, they have like the headquarters and they have a whole bunch of, it's almost like Walmart. They have all these people that want to come and get in front of their audience, right? So QVC, they have the media, the audience, they have the reach, they have the formula of like, we only have fourteen left in stock. And of course, they got they have five thousand left in stock. And they're like, you know, call now. We got, you know, thirty seconds left and oh, my gosh, we're almost out of stock and whatever. And then they have people call in that whole model of like the The real-time testimonials, the whole model is legendary.

14:46 So you could own the QVC thing, which obviously there's a small number of businesses that actually own that, right? Like in terms of, there's not like, There's not ten QVCs or fifty or whatever. So they have leverage. The people that have the new products, the new shirt, the new hat, the new hockey gear, whatever it is, they have some leverage because they're bringing a unique product. They're going to move a bunch of products because they're getting in front of this audience. My thing about this content creator is like the content creator steps into that limelight without either co-owning the QVC or not co-owning the products that they're actually moving. So for them to be like, hey, I'm going to like you're going to send me free stuff and I'm going to like dance around and like I'm going to be like trying on new stuff and get ready with me today.

15:31 I'm going to put new makeup on and all that like they're at the bottom of the food pyramid. They have no leverage. unless you have unless you garner a big enough audience like an i show speed or uh mark what's the guy who does all the tech reviews mark marquez brown marquez brownlee brownlee like those are the kinds of people who are like you can go to qvc and pay them lots you know whatever percentage you come to me in one video from me he did one video about a product and like tanked the company's stock price because he trashed their review. We're talking about huge, huge audiences, but we are also talking about micro-influencers.

16:12 One of the things I was going to bring up is one of the Facebook groups in physical therapy that I belong to, people are constantly trying to network with people in the group. And my question is, does any of that for knowledge that can help you? But a lot of those things like I'm like, do you do any of this networking in your geographic area? Do you put a tenth of the effort into meeting people and building relationships in the places around you? And there's a few people who do it well that we know that we've talked about on the show before who have used a podcast and said, I don't care if I get five views on this. i'm hanging out with a doctor for an hour and he knows me now he knows the name of my kids and now that could be a potential referral source so the question is micro niches so like in technology marquez or i show speed is more of a just general personality that's harder to do but if you're the peak like a kelly stirrett could do this in a heartbeat don't you think because he's got a big enough audience if he just started doing what i mean he makes and makes and sells his own products And he's got the back end courses or the do it yourself rehab, whatever he calls it, that he can monetize.

17:18 He's got the book that leads to that. Right. I mean, he's not he's not going to make a ton of a ton of money. I mean, the book was in Tim Ferriss. His supple leopard book, Kelly's book was in noted in Tim Ferriss, one of the four hour work week or the one after that or whatever. So. that you're not going to become crazy wealthy from that, even though he sold a ton of copies, but he can monetize the back end with the offers of who he is and the do it yourself rehab and all that. So that makes a ton of sense. So Kelly, keep like you could be like the content creator on the front end, knowing that you have a monetization on the back end. Like, same thing for me, right?

17:58 I put up the Dave Kittle show. I make basically no money from it. because i want practice owners to reach out to me which they do right uh looking to sell their practice and typically oftentimes i'm like the first one sometimes that they reach out to that they tell before they talk to a broker before they get an advisor or whatever so that's the point like that's so even monetizing that so even one deal if it ever comes through your youtube channel will pay for all of the hours so you're doing the work first and trying to get paid later by the way uh Larry Benz wants to hang. I pitched him to you and he said, sounds great. He's got a book coming out.

18:39 The funny thing about Larry Benz, too, is he gives all the money to actually the Foundation for PT Research. So he gives all the proceeds from the book. He just gives it. But I said, hey, you got to talk to this guy, Dave Kittle. He said, no problem. I cannot wait till I get to the point of having so much money that I give it away to the physical therapy research groups. God bless. Wait, wait, wait. No, no. It doesn't work like that. When you have money, you steal it from everybody else. You don't contribute anything good to society or value. It's all about taking as much as you can. really quick jimmy a couple minutes ago mentioned facebook groups and i just want to let you guys know here that i was the one that uh commented the anonymous response comment no it wasn't really that that was me that was me that is funny yeah so if if you're new or you're you know regular you understand that like the anonymous sponsors the anonymous response on facebook the ability to respond anonymously and not put your name behind what you're saying has now become the scourge.

19:39 At first, I didn't mind it. I guess there's a limited opportunity. If you're asking a question and you know your boss is in the group and it could hurt you or get you fired or get the ire of your boss, okay. But, ninety-nine point nine percent of the time, that just isn't it, except it's used thirty percent of the time now. we're talking about content creation, here's how we can loop it together. When you post anonymously or comment anonymously, you're anti-content creation, you're anti-user generated content, you're anti-collaboration. Yes and no. So Tony and I will call, Tony and I used to call out posts and now Tony calls out posts too.

20:22 He'll tag me in a comment and be like, cause someone will go into a group and be like, hey, I'm a practice owner anonymously. are you also frustrated with your revenue cycle management i'm curious what others using and the goal is then maybe someone else comments maybe they have a co-worker comment i use abc revenue cycle management and i love them and i gotta be honest i think our batting average for spotting the like bait and switch is pretty damn good and i have no problem calling that no problem and i have no problem calling out the ai comments because i was reading that someone was predicting let's say let's say you're sharing on linkedin and you're getting a lot of engagement, you're getting a lot of comments, but a lot of them are AI.

21:11 The platform, meaning LinkedIn, will start to throttle the reach, to reduce the reach of your post. So it might've been good enough, the post, to get some reactions. The AI bots are like, let's jump onto this one, this one's good. Now LinkedIn will actually tear yours down a little bit, because it's like, we don't want to spread the hate. So I have, there's one or two people that I know that I follow, or sorry, that follow me, that I'm like, I have no problem being like, hey, I'm just curious. And I sort of do it sly. I'm sort of curious, what app are you using to respond and automate your AI commenting? And the guy, one of them responded like, why are you asking me that? Not a no, which is a complete, it was a complete admission of that's what he was doing.

21:53 As soon as he said it, he wouldn't answer what app he was doing. So I have no problem blocking those people because I don't need that. I don't need it. It's not going to help. Another another sidebar is remember the the post that I just did a week or so ago on LinkedIn about the anonymous pay stubs, like the anonymous gusto payroll pay stub that I did. You posted like a screenshot of it. Receipts. Yeah. Yeah. Yeah. The actual receipts. I don't know why I was just thought about it yesterday. I decided to put some money behind that post like like that. And then I edited the bottom and I was like, hey, our therapists earn this. And if this sounds of interest to you, feel free to reach out. So I added like a little call to action at the bottom, but I'm boosting it.

22:35 I'm going to be spending nothing crazy, like two hundred bucks because the goal is to get five days. Exactly. So I have a new therapist, Ethan, starting on Monday, but he's bringing a Rolodex and a great network and relationships. He's going to get busy fairly quickly, probably within a month or so. So I was thinking of this. So six months ago, we would have said, Dave, you got to shoot some content for your new therapist, right? Yeah. you gotta like plot it out and you gotta schedule it you gotta figure out what kind of content i don't think you should anymore i think it's it's worth it's worth it to you to just hire a content creator and say your job is to not only shoot and edit your job is to say here's ethan here's whatever you meet with us here's what i want everybody to know about ethan here's the vibe of the practice you get eight hours with ethan every month what are you gonna do?

23:38 And it's on them now to say, now you own the, they're not now a subcontractor where they do what you say. I feel like a good, content creator or content creation companies like now you can say i can find five of you make give me your best pitch what's it going to look like and now your spend is directly you can draw a line between what you're spending what you're seeing what works well what doesn't and if you can track it well enough you can see which content is leading to hires or clients if if at all but i don't want dave spending the time doing that dave has the meeting and goes what's your pitch i want to i want to build a persona around each one of my therapists maybe not and concierge pain relief but i'd almost treat that like another character in your ongoing movie, I would focus on therapists.

24:30 And I don't know, if I were a therapist working for you and I saw the boss making me the star a day in the life every month, OK, Ethan, second Tuesday of the month, this person's gonna follow you around with a camera. You meet with them, they watch you, you collaborate. What kind of content, when they have the plan, you do what they say, and then we share it and we see what happens. You're growing their brand too. Absolutely. And speaking of that perfect setup, Dr. Ethan Berger, my new therapist that's starting on Monday, June eighth. I just put here in the private chat, his new Instagram. He made his own concierge pain relief Instagram account.

25:11 Smart. It's got one. It's got one post. We're starting to get followers. I just put it in the private chat. All right, I'll go follow it. Here in StreamYard, thank you. Because now I want to follow along. There was, and I'll find it. There's a coffee shop, I think in Brooklyn. And the whole deal is they make like mini vignettes. It's almost like two and a half minute scenes from a intriguing Seinfeld. You know what I mean? Like you could take a Seinfeld scene and make stand it on its own. It's like, it's funny. It's weird. You understand the characters. They are seeing like six figure views on these little vignettes they're creating and they just sell coffee, but they understand now they're going to start to be the levain bakery they're going to be a destination when you come to new york you gotta go to the coffee shop i want to buy the t-shirt if you're close you're going to go to the coffee shop if you like them but now it's a destination um i will i'll take a follow on that yeah i'll I had a, I had a quick question for Dave.

26:16 What did your therapist think? Or did you discuss using his image, his photo when you had the salary ranges? Cause so many therapists are freaked out about how much they make, what your, what, you know, who knows what they make and you just plastered his face with a hundred plus thousand dollars a year. What did he think about that? No issues. And did you run it by him first and say, hey, I want to do this. I want to use your picture. yes but also some of the headshots that i've posted one is with a from a therapist that i know is he's been with he's been with me on and off for like four years so that like and so he was fine with it because he's also previously had his own practice left me had his own practice shut his practice down it back with us in law school so he's totally fine with it too i have another one that's coming out that looks like i think it looks like a real person but i used a bunch of headshots in i don't know gemini or chat gpt or something Uh, and one of the headshots is like an AI, like it's artificial.

27:21 Like it's like a not, it's not one of our team members. I don't know if that's good or bad. Probably, probably not great. But, um, that would also in the future, Tony remove the need for me to like have to check with everyone and like make sure it's cool or whatever. It doesn't say that therapist specific income. Like you said, it's the range. And obviously I'm showing the high end of the range. Like if you're really, you know, if you're doing twenty five to thirty five visits a week, uh, which is, you know, it's like a little challenging, quite challenging or could be challenging. And obviously it depends on like the ebbs and flows of the business and seasonality and all that. But yeah, he's okay with it.

28:02 I have a question for both of you guys. It's starting to warm up. It's June fourth. Do you do anything different as practice owners as you head into the summer? Does that change anything? How does the summer change things for you, if at all, in terms of preparing for people to not want to be really motivated to come in or being on vacation? Or does it not change things? Does weather or seasonality change things for a PT practice? Do you want to start, Tony? Yeah, I'll chime in. In Florida, there were massive changes because we would see, you know, thirty percent of our visits in the summer months.

28:43 Everybody returned to the northeast. And so what we were doing was we were rearranging staffing. we were encouraging our staff to go pick up prn work to go do in-home therapy to do other things to manage payroll but then we wanted them to still be part of the team for when the season started kind of january through march and we were going to triple our volume outside of that or looking here in ohio things are stable it makes no difference i looked at our schedule today we have about forty visits on the schedule for today um you know i'm gonna pull my wife back into the clinic away from the front desk so that she can help us with the overflow but we don't have huge seasonal swings in ohio like we did in florida what about new york so in general the last week or two, the last two weeks of August or even August in general is pretty challenging or like a low time, almost as comparable to like the last week or two of December.

29:53 Seasonality wise, we have people that are snowbirds that live here, then they go to Florida to snowbird around Thanksgiving or around Christmas until about this time, until about the start of the, summer. So like some, but then, but then there's others that are like forty, fifty, sixty year olds that are the inverse. They're here in New York in the winter and then in the summer they go to the Hamptons. Right. So like I have a, I have a client that, um, she's about to be, she's about to give birth anyway. Um, But then they're going to be in the Hamptons for the whole summer.

30:34 So we there's like a couple of different contingents. Like there's some people that are here in the summer in New York. And then I'm sorry, they're here in the yeah, they're here in the summer. And then when it's really cold, they're like in Florida, like they're in warmer weather. Usually that's someone who's like sixty, seventy plus. The middle aged folks oftentimes are going to be. in the Hamptons or some Long Island, Fire Island, whatever it might be for the summer. But then there is always because again, this is New York. There's always there's millions of people here. So then there's other people that are just here twelve months out of the year. And those are the people that we need to get in front of.

31:14 And if we're not doing a good job at that, then we need to change what's going on. We need to tweak ads or do it if I have my my new postcard that went out and I'm getting new people scanning it. And I have Dr. Ethan Berger on that new postcard. So we are always testing new things. Instagram helps obviously, and just always testing different methods. But in general, those are kind of like the seasonality and like the low in August and the low at the end of the year. Hey, real quick. So did your postcards go out and any early feedback on them? so we made some actually i'll hold this up so one thing is i'm going to cover my address but um this second round of postcards i put dr ethan berger on it listen to how aggressive this is guys he's not even working for me yet how many practice owners do you know tony are going to advertise that staff physical therapist on a on a two thousand dollar uh campaign and the therapist isn't even working for him when does he start on monday on june i would do it because i know my patients don't care who the therapist is and i could put adam smith on there and it wouldn't make a difference but no i don't think most concierge high-end providers are going to be marketing someone who hasn't signed the contract yet he's got he's got everything signed so we're locked and loaded so i was like

32:45 let's go um we did some updates on this if you want to just go through really quick uh design wise we got the the main uh the the value stack so we got here's everything you get we got june's joint relief like all the all of this is pulled from you know alex hormozy i i want to change the headline so the headline right now is pain stiffness or balance issues question mark but i want to capture be a little bit more specific, like something around like pain or balance, taking away your freedom or something like that. Still a question. We have the urgency here, limited time offer. There is an expiration on it, but here's the value stack.

33:28 Here's everything you get. You get these four different things at these dollar amounts and that value stack here to two thousand two hundred dollars, two thousand two hundred seventy three dollars. But you get all this for one payment, just one payment of one hundred seventy five dollars, which is like half of our three fifty rate. So that's where we got that. And then on the back is the QR code with the unique scan. So every, every time someone scans that, it's no different. That's a huge win. That's a huge win. I get, I get an email. So I'm also what I, it's just a little extra work for me. But when someone scans that, that I just have their street address, I have their name, which is almost, it's almost like borderline.

34:09 I don't know, like gray hat, black hat or whatever. Like in terms of like the, we knew this person, action just took place in their home and they have no idea so like the next thing for these people that scan it i would i would have i would get like you know james mckay and like the street address and that's it that's all i get so i'm gonna send separate handwritten thank you card like the handwritten three by fives handwritten notes and i'm trying to think like what would i put in that to make it not look not not confirm That I know that you scan this, but something like, hey, you know, it's something different. It would have to be something different than mail or something more personal. Like, like, hey, we have a client nearby.

34:51 Is there anyone that you know that might, you know, want to invest in their health and wellness or something like that? So you're saying. let's say you send out a thousand cards and you get a hundred scans, but they haven't booked. Now, you know, who scanned, what are you going to send to those hundred? Yes. I don't know before. I wish, I wish, I wish it were that many. It's, it's a handful. Right, right. So I would look at who does this professionally already in a different industry, which is if I go online to buy something and I leave something in my cart and And I remember the first time this ever happened, I was like, how did they know? Of course, how did they know?

35:31 I'm on their website. I would use like, did you forget to book? Is there anything I can help you? Like, I'm trying to think of like, if you had that person. Did you forget to book? I think that's on the aggressive side, but I like it. or or you know we've got openings in your neighborhood next next week if this is still an issue like you've got a thousand people walking by the store a hundred people opened the door but didn't come all the way in what would you say to them like hey just wanted to make sure before before this off before june's what was it called again june's joint june's joint relief so we have the expiration as june thirtieth before june's joint relief expired is there anything we could help you with i wouldn't want you to miss out like it would be something along those lines because you know that they're going i like it now let's ask our elder statesman tony are you still here are you still listening in yeah of course i'm still here Okay, so if you got that in the mail from me, you had scanned this for the first time as a consumer in Ohio.

36:34 We don't serve Ohio, but here's just for the sake of the question. Then you got a handwritten note from the concierge physical therapy practice. Would that be a turnoff for you, Tony? Or would that, do you think, would entice you to take action or move you closer to take action? I don't think it would be a turnoff. I think it would be one of those deals where you've got to watch the creepiness. You can't be totally like I'm spying on you. Super quick for context. I got a couple years ago an email and there was a Google Earth image of my car in the parking lot.

37:15 and it came to my business email and it said you know i've been watching you i know what you're doing if you don't want it to be be made public you got to pay me in bitcoin and i was like holy shit that is scary like that was legitimately scary now i knew it was a google google image of you know the parking lot and just happened to be my car um that crosses the line don't send me something like that i think in this world something like that would be totally reasonable yeah carlos watching live is saying he's asking what percentage of positive responses were you expecting in his experience one to three percent is expected an average yeah i would have said anywhere from one to less than ten percent one to six percent is like our name i got a buddy who does direct mail that's his full-time job and Depending on the creative, except three percent ain't bad, right?

38:09 Because the cost to send this out, what do you have to bet to break even on this? I mean, I'm not even hitting one percent on scans right now, on scanning the QR code, which is probably on the low side. However, what I learned over the past two, three years of sending the letters to potential business owners about, hey, practice owners, PT practice owners that don't know me, that They, many people need to need to get the mailer three, four, five, six, seven times. So it's a volume game. At first you have to think what I'm thinking, which is I'm burning this money. This money is literally going in the fireplace. Like I have to be okay with that. That's part of marketing, testing all that.

38:50 so we sent out two campaigns it's a little under four thousand dollars so far got some scans i got no patience but again we get one patient and they do a package or whatever like we're gonna be even steven right so like it's a it's the long game we did get someone to book actually i forgot to tell you guys this i did get someone to call in and book and it was exactly our ideal fit we got them booked for monday evening And then over the weekend they canceled. And then of course I sent an email of like, Hey, you said that you wanted to be more ambulatory. I didn't say that word. You wanted to be, you know, you wanted to go on more cruise with your wife and not be holding, holding down, holding the tour down and you want to be able to be on your feet more.

39:36 But you said you can't do that and you have a cruise in two months. So if you don't do anything in the next two months, how are your cruises and tours going to be? But so far, no response to the email. So we did get a legit lead that was spoken with and booked, then lay canceled, unfortunately. But yeah, Carlos, one to three percent would be, I would say, incredible. We're really below that in terms of the staff so far. You're early, man. You're early. So wait a second. Did you remind me, how did you pick... The area.

40:16 How did you pick the zip code? Did you just pick a neighborhood on the Upper East Side? I picked three adjacent connecting zip codes in the Upper East Side, kind of like around the sixties. I don't think you look for, I don't think you ever look at the bottom line or the ROI until nine to twelve months in. I think that was, that was another thing. So in, in one, in Tony's group, I think someone, I think it was Charles Lockwood or somebody commented and said that they did mailers a long time ago and someone kept it in their drawer for six or twelve months. And then they look for and they called. You don't even like you just say this is going to cost me to do this for a year. I need to bank. I need to get ten out of this in twelve months.

40:59 But you don't look at a dashboard until nine to twelve months and then go, all right, we failed. I would change the creative, though, because what you're fighting now is You need to remain novel. Because if I get the same card three times, now it's what I like to call mayonnaise-flavored ice cream. So now it's over and over and over again. I would go, see, I would play around with what people are doing in the neighborhood. Like on the Upper West Side, they had a couple of street fairs. Like, what is happening in this person's world in their geography that you can play? We'll see you at the street fair that happens every, you know, July fourth or whatever it is.

41:42 I would change the creative. Like, I might play off something in the movies. Like, I was thinking, what's the cool pop culture thing? Like, could you play off Project Hail Mary in some way? And you might be like, eh, there's nothing there, great. But like, what's pop culture? It's seasonality and what's happening in the zeitgeist. And how do you, that's all we did in radio. It's all we did. New movie was out. How do we play off of this? Or maybe we look in two or three ideas and there's really no wedge. There's really no like way for us to angle without sounding cheesy. Don't do it, but figure out what it is. It's blank season. Are you ready? it's you know it's going to the met it's going to the museum of natural history season how many laps of the park are you do you are you not doing because you can't we can get oh oh best part about this so when we spoke to the the guy who booked and then canceled that he and his wife saw the mailer and then called the thing that he said and he said there was uh it's like a yiddish word i don't remember the word that he said but basically is He had had physical therapy in the past for his back pain and walking issues and leg weakness and balance instability, that type of stuff.

42:52 And then he had some issue with the therapist and he stopped going and he just totally stopped physical therapy for the past several years. And now he's almost. Seventy years old, right? He said, I said, so what? You know what we said? Why? Why now? Why? Why all of a sudden? are you looking to confront this because you haven't been working on that? You haven't been focusing on this or you haven't been looking to address this in years. Like why now? And the gentleman said, Because your mailer, we took it as a sign. We took it as like, there's a Yiddish word for it.

43:33 I don't know the word, but he took it as a sign of like, okay, he was not going to find us on Facebook. He was not going to find us on Instagram. They're not looking. He was not going to click on a Google ad because they're not looking. he was not going to get referred by his physician because he's not asking, Hey doc, who, who do you know that does house calls in Manhattan and the Upper East side? So this, what he said will continue to motivate me to continue to invest in this because those are the people that I made this whole campaign for, which is how can I get in front of them, get on their kitchen counter, get on their dining room table, get in front of them, uh, For the people that it's almost, again, it's kind of like interruption marketing in a way.

44:14 Like I'm getting in front of them when they're not really thinking about it. They're not necessarily looking to confront it. But many of these people that we're sending it to would need it. Or they're going to need some type of physical therapy. Maybe it's not us, but they're probably going to need it. Hold up that card. I might start, like flip it over. I might start calling, what's the guy? Dr. Ethan, PT of the Upper East Side. Like I would have him own the zip code, own the zip code. Even if that's not the only zip code he's working. What do you mean? You can change the creative and now you can be like, Dr. Ethan, PT of the Upper West Side. Like there's no rule saying you can't, right?

44:57 This was a lesson from Mad Men, which is like he was doing a thing with Lucky Strike and the government said you have to put like the warning labels on cigarettes and Lucky Strike was like, this is the end of advertising for whatever. And Dom Draper was like, no, this is the greatest thing ever. because everybody is hampered. So everybody has to face the same rule. So he says, focus on the fact that your tobacco is toasted. Well, everybody is toasted. Yeah, but they're not saying it. You're the PT of the Upper East Side, the elite PT of the Upper East Side. That's what you're looking for. That's what Dr. Ethan wants to become. Then say the end first. You're the PT of the Upper East Side. You're it. Who's going to say that they are and you're not?

45:39 And how are they going to get to them? You're already touching them and you said it first. Tony, can I get your input? Because I figured I wanted the whole campaign to speak to the consumer, Jimmy saying, almost like authority based marketing, which maybe could also work, or maybe it's two different postcards or two different campaigns. Yeah, I don't know. Listening to you guys talk, I mean, I love both angles. I can tell you this week, and it seemed to be a tipping point this week, this week I probably booked three or four new patients who had gone to physical therapy, found me on social media, and decided they wanted something more.

46:24 And I had shared, I think Dave, you commented on it, a voice message that came in that was like, I did physical therapy, but I want to do more. And looking at, you know, what Jimmy's saying as, okay, yeah, he's going to be the premier therapist of the east side. You saying that that other person said, we took this as a sign that this card showed up in our mailbox. there are just so many angles so many approaches for this i don't know but i definitely and i think we all agree would say like he needs something to establish himself to plant a flag and say this is what we're gonna go with i chose total knee replacement i i had no authority to do it i was just like yeah i'm the knee guy and it's worked out insanely well for me over the years You didn't throw doctor of physical therapy.

47:23 You didn't throw credentials, MSPT. You didn't throw certifications. You just said I'm the knee guy. That's what I said. I said I'm the knee guy. I should have used the knee guy, but I didn't. The knee guy. Well, I mean, after after the volume of videos that Tony put out around knee replacements, at some point, it's just like the internet and the collective are like, Oh, yeah, like, obviously, this guy is the expert because he's got a video for literally no, no, I don't think so. Tony's not that tight. And he never know he that's the thing. He put out so much volume of how to sleep, how to sleep with a knee replacement. Here's what a swollen knee replacement looks like. Here's what we're doing for this quad. Here's what we're gonna do for this calf. So many after I don't know, Tony, like after however many dozens or hundreds of videos you posted, like at some point, the algorithms, the channels, the audience, everyone, everyone believes it because of the volume, though, not because of just saying it.

48:17 I don't know. He said the thing. He answered the question. He answered the problem. a hundred times that's saying it that's owning it's like this is mine i own this this is why when i ran a radio station we were like we what is the radio station was called ninety seven nine x our online our our tagline was ninety seven nx rocks that's it oh we play this rock music if you don't like rock music we do not want you here you are going to hate this Um, I don't know. I would have fun with that. So are you, are you budgeting to send out one of those a month or what's like the next three, six, nine, twelve? We're sending out, uh, I think we did.

48:59 So we did one in April or it's like every two to four weeks. I think I needed to also, by the way, this company, Uh, usually I'm used to like an editor, like, uh, like on like Vista print, you can like move the font around and then you print whatever, like on Vista print or like, um, custom ink or any of these other companies to make this. The issue was I had to go, I had to tell someone over the phone, my digital edits. It was kind of brutal. It was kind of brutal. And then I get these automated emails like, your campaign is about to go out. And I'm like, hold, do not send the campaign out yet because I have not approved everything because we need to tweak the copy.

49:41 We need to tweak this, that, whatever. I verbally, verbally created this over multiple phone calls. Kind of insane. So what you're saying is bad user experience. Like you'd rather a Zoom call and watch the person's screen and be like, okay, I don't like, that looks busy over here. What can we do? Yeah, that would be a better experience. Yeah, that's the only issue. But then, I don't know, is there another company that, Does it better where, I mean, this company, I was delightfully surprised when I get the automated emails of like this person at this address scanned your QR code. And I was like, oh, that's incredible. Like that. And they didn't even sell that on the front end. So I was like, that's really cool. And they got a list for me.

50:24 I would bet you didn't know that was a feature. I'm sure these guys didn't build the platform that offers that feature. They're white labeling somebody else's platform. I guarantee if you wanted to and go to Vistaprint or some of the big players, those features are available. Now, you're paying for a little bit of the hand holding and somebody else to manage the deadlines and the stuff. But I wanted to hit this real quick because we're running out of time. Carlos was on the episode for Tuesday. He had asked us a couple questions. I think the easiest marketing niche, if you want to call it that, is targeting people like your person who said they had been to therapy in the past.

51:13 Either they didn't like it or they fell off and the other place didn't follow up with them. They know that they want to get back into it or they know that they need a better approach, a different provider. Like I said, the people that I've been scheduling over the last week or so, they know that therapy is effective. They don't want to go back to where they were. And so now they're looking for something better. They're looking for phase two. They're looking for somebody to take them past where they are. Truth be told, can you guys still hear me? Okay. Yes. Truth be told for me, that's a hard client. Like the client who was successful somewhere else, but wants the next thing.

51:57 I quit doing athletics because I don't want to put ten times the effort into helping somebody run a tenth of a second quicker. That is too heavy of a lift for me. I like the little old lady who's completely deconditioned, who I can give her three things to do. She feels great. She's moving better. And she has like no training history. That's who I want to focus on. But for your clientele, talking to that ideal avatar who's like, I recognize the value of hard work. I've been through therapy before. I think this person can take me to the next level. That's the person who's going to pay you what you need to get paid.

52:40 We have some breaking news. Can I share something? Breaking news. Oh, oh, oh, oh. So have either of you been to APTA's PPS conference? I don't think either of you have done that, right? I went with you. Oh, yeah, yeah, yeah. And I've been there twice. I had a table. What is that, a vendor? Yeah, whatever. Yeah. What do you think about this? All right. Joe Montana is the keynote speaker. Usually it's someone who's written a book about business or something like that. Or to be honest with you, I don't remember any of the keynote speakers. I've been there three or four times. I don't remember who the keynote speakers, but Joe Montana. This reminds me, I went to, when I was a student, my wife and I, because we went to school in Philly, we went to the Pennsylvania...

53:27 annual conclave or whatever, like the annual whatever for the Pennsylvania PT Association. And Terry Bradshaw was the headline speaker. And that speech was wild. I mean, he is off his rocker. Yeah, but I think Joe Montana is way more level-headed and i'm sure he'll be able to uh deliver a solid speech i guess not sure not not not sure like i don't i don't know how that can help practice owners to be i will as a if i'm if i'm paying it for a ticket i want to hear like a gary vaynerchuk When I was there at PPS, they had Daniel Pink was a headlines speaker at one point. I want to hear from someone like that.

54:08 I want to take a nugget from the speech that will help more my patients and make more impact and grow my bank account. I don't know if Joe Montana could do that, but maybe he can. Yeah, there's a listing, I'll put it up on the screen. Here's the reason, but of course the reason the list was generated like by AI, right? It's like, well, what is the correlation between a quarterback and a business owner? Joe will help you perform under pressure, leading high performing teams, maintaining focus and clarity in high stakes environments, or translating preparation into consistent excellence. So like, yeah, is there a direct line? Sure, okay, sounds good. Plus you probably get to shake his hand. So they're taking my guesses.

54:49 They're saying, who was nineteen years old when Joe Montana was like the man? And do they own businesses now? Right. It's like what song was number one on the charts when this group was sixteen to twenty five? Get them to play. I don't care that they're a one hit wonder. Get them to play. But my question is, would this make you go or not? Or if you were on the fence, would this tip you towards going? I don't know. It would make me go if if I get a picture shaking his hand and I can whisper into his ear, hey, you should get that knee checked out. And then I can say that I was advising Joe Montana on knee rehab. I love it. Genius. No problem. No, no. Like get him on the chair and like be holding his knee and ankle and just be like, oh, oh.

55:38 So I went really quick. I went in twenty fifteen and twenty sixteen to PPS and it was Gary Vaynerchuk, I believe, in twenty fifteen. And then Daniel Pink was the keynote speaker at twenty sixteen. They weren't doing pictures with everyone. Maybe maybe a small group of people that paid extra. They were they were on and off the stage and out of sight. Yeah, they're they're flying in, banging it out. And they're on a jet by the time by the time the the main course hits the table for lunch. All right. Parting shots today. Parting shots, let me go first, cause I gotta get in the clinic. Yesterday, so I started back up my Medicare billing course this month. I haven't done it, I think the whole year of, I did it this month.

56:21 Yesterday in the clinic, I set up my phone to record my interaction with a brand new patient walking in the clinic. And I recorded about the first eight minutes because I wanted people to see the evaluation doesn't mean you have to go into a room, dim the lights, light the incense, start to talk to each other, you know, and spend thirty minutes asking questions. um the evaluation starts the minute the patient pulls into my parking lot right so i recorded a real live engagement so i could show other therapists don't do what i do but maybe use this as like a marker of the boundary how far the pendulum can swing because within eight minutes within eight minutes because it's it's recorded I went from, hi, nice to meet you.

57:12 My name's Tony Maritato. I'm going to be your physical therapist today too. Let's start doing some exercise. And, and, you know, it was like, this is the way I do. Ten of hours a week and patients love it. And patients keep coming in and I get positive outcomes and we have a great experience and every single minute is intentional. When that person left my clinic, they booked out their plan of care. They felt great. They were happy to do it. They thanked me ten times. And, you know, I didn't have to do any of the stuff that so many therapists are saying we have to do to be good therapists. So I'll share bits and pieces of that engagement. But I wish more therapists were doing like Dave's doing a little bit of it.

57:57 Show us behind the scenes. We're never going to get better if everybody's operating in a silo. That was it. I'll catch you guys next week. Thanks. Dave, what do you got? Love it. Parting shot for us just continuing to do new tests, do new marketing. Not considering ourselves content creators, which is totally fine. It's just a different approach. But for us, I'm looking at it as we're putting out content. to then attract what we want to attract, which is, depending on the content, it's either more new physical therapists, candidates, more referral partners, physicians, nurses, whoever wants to refer to us, or to get new therapists, new referral partners, or new patients and clients for evaluations.

58:46 Either way, there's three different ways that those add value to the practice, but it's not the... We're using the... content engines that everyone's using. Um, but with the specific point of monetization and just like continuing to test the front end of that, like, I think the very last thing I want to do is like, you know, dancing around, like doing Tik TOK dances, uh, But there's a bunch of things to test in terms of behind the scenes. Like Tony said, we're trying to show some of our clients their lobbies or their elevators and things that we're able to show that's kind of like behind the scenes. So we're doing more of that. If you're saying Dr. Ethan is going to be the PT of the Upper East Side and there's no content showing him walking through like a vault, like having a doorman open the door and walking through a lobby, then you're not proving it.

59:32 Do you know what I mean? Like your content probably should or could be closer to Ryan Serhans than anybody else. It's going to be closer to Ryan Serhans than it is going to be to Jag or Spear. And that's good because that's not what you're providing. You're both providing physical therapy, but you're not. You're not. Right on. I would say understand what game you're playing. Like your postcard campaign understands that you're playing the – you know enough people in that zip code have the problem. and they need to know who you are and they have the money, right? So they have decided not to solve the problem yet. I forget who said it. If you have a problem that costs a thousand dollars to solve and you have a thousand dollars and you don't solve it, you've just decided not to solve the problem and that's okay.

1:00:16 Sometimes you need to know there's a person who can do it tomorrow and nudge them towards actually doing it. I've got a hole in my pool liner. I'm either going to solve it, patch it myself, or make a phone call to the person. But I don't even know who to call. But had there been someone saying, did you open your pool this year and you have a hole in the liner? We're the pool doctors. I'd be like, you know what? That's how I solved my gutter problem. One of my gutters is falling off. And I was like, I'm going to kill myself climbing on my house. We're the brothers who just do gutters. I was like, got it. What's the number? One eight hundred gutter guys. Perfect. Have a great day. It's not their number, but you get the idea. And I think even with, as Carlos said, even with one to three or one to six percent return, I still think you're going to your batting average will be net positive.

1:01:00 All right. We'll be back on Tuesday. Have yourselves a good weekend. Enjoy yourselves. That's it. We're out. Boys, what the hell are you doing? Follow Tony Meritato on YouTube at Total Therapy Solution. Find Dave Kittle at conciergepainrelief.com and on YouTube at The Dave Kittle Show. And follow Jimmy McKay at PT Podcasts on YouTube, the socials, and wherever you binge podcasts you pretend are for CEUs. And hey, just a reminder, none of this was for advice. This was for entertainment only. Our lawyers say that counts. Thanks, Keith.