From Organic Wins to Paid Ads: Real Talk on PT Marketing That Converts

0:04 Hey, guys. Welcome back to PT Breakfast Club. Gentlemen, good morning. We're all over the place now. I mean, you're in Ohio, Tony, right? Dave's in Florida. I'm in the great state of New Jersey. I'm in the southern tip of New Jersey. Oh, Pete May? Oh, Atlantic City. Nice. Atlantic City, yeah. Close to it. And Dave is in Kissimmee. Kissimmee. Kissimmee. Kissimmee. all right so what do we have on the agenda for today well i think didn't didn't you tip off you wanted to talk about ads like the last time we talked dave i don't know if you saw this but first of all actually dave was out the other day and the louvre got robbed I can neither confirm nor deny.

0:52 I'm not saying Dave robbed the Louvre. I'm saying those two things correlation. Uh, but we talked about the lift company, I guess they use one of those like boom lifts. And we talked about how that organization sort of like pivoted and was able to sort of get some press out of that by saying they released an ad of the crime scene and said, when you have to move fast, so it's a way to take advantage of those things. So are we talking about ads? Yeah, let's talk about ads. It's been a while. Dave is a huge fan. I'm still trying to crack the shell on how to run an effective ad. So while Jimmy's out, Dave, let me kind of fill you in.

1:33 I shared the image, but we'll just discuss it. So I ran a organic post on Facebook. It was a photo. It was actually a photo of somebody in one of my Facebook groups. bilateral knee replacement, sitting on a kayak. It showed both knees, both incisions, and this person paddling or rowing or whatever you do when you're on a kayak. The organic photo hit a hundred thousand views in twenty four hours and about a hundred comments in just as much time. I was like, hey, I'm going to turn this into a paid ad now for people watching my understanding.

2:14 And I am completely an ignorant person to paid ads. You don't boost it because when you boost it, you don't have control over it. So I go into ad manager. I think that's what it's called. I start to create the ad. It says you want to use an existing post. I say, yes, I choose that post. Now, where I dropped the ball, I did not change any of the verbiage in the post. So it doesn't even look like an ad, but maybe that's a good thing. I put a three dollar budget a day. I limited it to I think it's fifteen miles around the zip code for my physical therapy clinic. And I'm just going to see how it goes.

2:55 I want to see what that does. That started yesterday. It's had like two thousand views or something. So give give us some context around that general strategy. That's a solid start. And I'm no pro. I mean, I think, you know, Will Boyd and many others, I've always outsourced my ads. So I I would do the same thing if I were you in Facebook ads manager. I never set up a campaign. The one thing is from Hormozy and others is just testing a lot of creative. So maybe it's variations or versions, like maybe you put it in ChatGPT or Photoshop or whatever, and you kind of change the video or the picture, the image of whatever the ad is.

3:37 So changing the actual creative uh oftentimes can be like one of the biggest uh levers to pull but i would i would just do the same thing i would start the same way as you um historically i just never wanted to learn it i just never wanted to learn all of it so i has i have always just outsourced it to people that already know what to do uh yeah you got to pay them but um i kind of look at it as like you're starting on first base maybe not second base But you're starting on first base rather than figuring out everything on your own. So I think that's a good start. And then how long I'll ask you a question. Are you looking to, you know, run it for a couple of days, couple of weeks or something? And are you going to tweak it along the way?

4:18 Do you have any ideas in terms of like tweaking it, optimizing it? You know, optimizing is kind of a jargony word, but obviously you want to, you know, get more patience and leads from it. And, uh, have a lower cost per lead if possible, if you could wave a magic wand. But how do you plan on tracking it or modifying it as you're watching it? So through Ads Manager, obviously, you get more analytics than you would if you just boosted a post. I shared one previously, September twenty fourth. I'm looking inside my account right now, even though you guys can't see it.

5:00 September twenty fourth. What I did was I did, I guess they call it a carousel. It was like four or five photos all showing knee replacement range of motion images. So like a knee with a goniometer. And then these are real real cases from my clinic. So as an example, that one, it's been running three dollar a day budget. since september twenty fourth so a little over a month it generated an estimated eleven calls during that time cost per call is eight dollars and thirteen cents total spent on that campaign is eighty nine dollars now amazing by the way even even for in network amazing here's the problem though here's the problem I have no idea who those eleven calls were.

5:50 Now, so with Facebook through ads manager, you can put a button that says call now. You can put the telephone number behind the button. So when they click the button, supposedly it calls the clinic. I cannot tell you if any of those calls turned into appointments. I can't tell you if any of those calls were existing patients that just saw the ad. I did have one patient that said, hey, I saw one of your videos on Facebook the other day. I have no good tracking, no good mechanism of knowing conversions or anything in my mind. And keep in mind, it's my wife and I who are answering the phone.

6:31 Occasionally, it's my physical therapist assistant. So we know every call that comes in. We do have it set up where if the call goes to voicemail, the voicemail gets emailed to us and text to us. We don't miss a lot of calls. Like immediately we respond either with a returning text message or an actual callback. But I still, from my knowledge, I have no reference on those eleven calls that Facebook is telling me came in. so it seems cool but i can't really say it turned into dollars in my bank account um to answer your question though yeah the plan would be let it run for a week or two see what it does then maybe start to tweak the copy because i haven't changed what was written in the post it's still written like an organic post not an ad but maybe then i start to go back to chat gpt put the copy in which by the way for reference My wife saw it last night.

7:28 She was like, hey, you're running an ad. I'm like, yeah. She's like, I don't have comments. I'm like, I don't even know what it says. I never even read the original copy from the organic post. And so I still have it. I read so slow. It would take me forever. I just let it go. But, you know, yeah, every week or two, in my mind, we would modify it, update it, see if it actually leads to conversions. But the main takeaway is I'm never gonna just run a cold ad again. I will take proven posts that are reaching organically, turn them into local ads, limit it by geography to the zip code, put some money behind it and just let that go.

8:16 And worst case scenario, I just get more ads on my Facebook account. I'm averaging three million views a month right now. And for reference, Think about what I just said. I'm going to tell you guys in a minute, how much the organic post generated, because that's, that's the budget I'm using for the app. So it's like, it's, it's not, it's nothing out of pocket. Zero. so we're talking about i want to just when when we get a second i want to talk about marketing attribution really quick about that because i have a potential cheap simple strategy on how to track which calls come from that ad let's do it tell me okay uh we use an answering service but you could literally i think there's dozens online that are you know typically they're us-based US based individuals who read your call script, they answer the phone, this would be a different number.

9:18 So you could get a different local number, either you buy it yourself as the business, you buy your number and you import it into the answering service, you give them the ability to answer that phone number. The user on Facebook doesn't is not typing in a number, right? So they're just clicking click to call or whatever. So they don't even really see what number it is. So the number could be a different area code, although you probably want some Ohio based nearby area code for the phone number it would be a different phone number it gets routed to a thirty dollar a month answering service and after a certain amount of minutes per month they'll charge you like i don't know like a uh fifty cents a minute or a dollar a minute it's like it's so nominal like i think the most i've ever spent for an answering service was like a thousand a month.

10:11 I mean, but sometimes it's like a couple hundred bucks a month depending on calls. Cause they, it's based off of like per minute after you hit their threshold. So I think maybe some months, twelve hundred dollars, fifteen hundred dollars, but it's like better than paying for an actual human that is full time or part time that works for my practice. They'll answer it on, you know, Three a.m., seven a.m., eight p.m., nine p.m. at night, ten p.m. at night, holidays, whatever. So the phone always gets answered. You go on Google, you can pick any of them. I don't even have an affiliate fee, affiliate link, whatever. You go on Google, you find an answering service. You use a number through their service or you buy a local Ohio-based area code phone number.

10:51 You use that phone number for this particular Google ad, the whole ad. then the calls get routed through the answering service so someone that's not your at your practice answers the phone oh you know uh you can put in the script like oh this was you you clicked on it most likely you clicked on this facebook ad right and then they get the name phone number contact email whatever whatever questions what what any other contact information you want to get then the answering service company that is you're paying basically pennies on the dollar We'll email you and text you a breakdown and an audio file of the call. A breakdown of the call and an audio file of the call so you can listen and make sure, oh, that was perfect or that person, that agent at the answering service was not good.

11:39 Never have them answer my phone number ever again. But marketing attribution, now you get three calls that go through this answering service. You know for sure that three users converted, they didn't call your clinic, they didn't call and your clinic forgot to ask them, hey, how did you hear about us? Oh, I clicked on this Facebook ad or people don't even know that they clicked on a Facebook ad, they thought it was a post, it used to be a post for you, you made it an ad, you know what I mean? So even user, even potential patients are not gonna say, oh, I clicked on this, I converted, I clicked on this Facebook ad. That's the fastest, easiest, cheapest way in terms of tracking converted calls from a paid ad campaign.

12:20 In my opinion, maybe Will Boyd's got another idea and we can bring him on next time or anyone else. But what do you think of that, Tony? I like it. I think, you know, it's still probably out of reach for a lot of smaller providers. How? How? How? It's so cheap. Thirty dollars a month and then a dollar a minute. I mean, it's nothing. How much a month? Forty? and then it's like a dollar a minute after, I don't know, a hundred minutes or something like that. It's like nothing. I agree, I agree. Because then if your ad campaign converts, you're pouring more money in, but you're seeing how many calls convert.

13:02 And then you track those people in a spreadsheet or something. You track those three or ten or thirty-three patients that convert on a spreadsheet. And then regardless of in-network insurance or out-of-network or self-pay or whatever, you're tracking how much those people spent, whether it's through in-network reimbursement, how much you're making as a practice. So then you see, I paid Facebook three hundred dollars, but then I made I don't know, two grand or ten grand or whatever on the other side. And then you just you could just continue to reinvest that way. And every time you're using house money. Yeah, I do think go high level in some of those. You can generate new phone numbers, tracking numbers and do it like that.

13:46 There's no doubt like you're right. We need to do that kind of thing. We need to track those kinds of analytics. I just. don't know i mean i i talk to therapists every day and they're struggling to even get themselves to pay ten dollars a month for like an email campaign or something um i think it's more just the fear that you're gonna do it and you're gonna lose the money doing it you're gonna do it and it's a waste of time it's the same thing that keeps people away from coming into physical therapy as a patient it's I know I'm out of shape. I know I'm overweight. I know I feel like a lazy bum. I get home from work, you know. And that's life. It all takes effort.

14:26 It all takes effort. I think the mindset is I've already failed a hundred times. I don't need to fail a hundred and one. I love what Dave's saying, but I just don't have the confidence anymore that it's going to work for me. great go go go get a job at the hospital yeah yeah it also feels like you're it feels like you're duct taping together solutions which is stupid because like for such a robust platform facebook or this ad campaign there should be an easier way but i'm not sure that there is well i don't know if you heard it you might have been on on the call like it's facebook tells me you had eleven calls eleven people you want to know which ones Which ones? And I don't even know where they spam calls that they get.

15:09 Sometimes on the phone on my end, it says potential spam or likely spam or whatever. We probably get ten to fifteen calls a day that we don't even answer because our caller ID says it's probably spam and I don't want to spend the time to do it. The biggest impact for me now, I don't need a human answering my phone. Like Dave, I think wants a real human on the other side. The biggest impact for me was, was switching on, send me a transcription of the voicemail. I don't want to hear a voicemail. I want to read the voicemail. and send it to me by text or email, like as soon as they hang up, that is massive.

15:53 That is huge. I don't want to hear it. And I don't want to call you back and verbally talk to you again. I just want to say, if you're rescheduling, okay, come today at three. Okay, we'll see you tomorrow at two. Okay, I got your message. No problem. Catch you on Wednesday. I want that rapid response because I could do that while I'm treating a patient on the clinic floor. I don't have to go and pick up the phone and talk. Yeah, Tony sounds like a fifteen-year-old kid in twenty twenty-five. Are you calling me? Why didn't you just text me? It doesn't make any sense. This is not for voices.

16:33 This is not for voices. It's not if you're potentially in network and maybe the average per visit rate is low and the average plan of care is low. However, If you have people that spend two thousand dollars to thirty five thousand dollars to sixty grand with you. Oh, man, baby. The phone. The phone is where it's at. The phone call is where it's at. You are right. Okay, I've got another little kind of related topic. I saw a post from somebody. I want to get your feedback, both of you guys. This person, new startup, I think it's a mobile therapist.

17:13 I want to say it's an OT during neuro in-home visits. They're thinking about spending five hundred dollars to go and have a table or a booth at a Chamber of Commerce meeting event. The person at the chamber said, we'll probably have five hundred attendees. We're charging five hundred dollars for you to have a table booth, whatever you want to call it. I shared my perspective and I think it's pretty darn good. I want to hear what you guys think. Is this something somebody should do if they're just getting started, trying to build awareness, trying to connect with people? yes absolutely if you have no reputation assuming you're just starting so you probably don't have the risk tolerance or the budget to do the paid ads that we're talking about then yes jimmy said it before you gotta shake hands and kiss babies you gotta get out there you gotta show face you gotta you know talk about the local sports talk about the local pizza shop the coffee shop uh you gotta go out there and you gotta meet a bunch of people And for some people, if you're an introvert and that drains your energy, well, that is just life.

18:24 And so you got to get out there. You got to get out there and you got to meet all these folks. Five hundred dollars for a table for however, let's say it's two to four hours, whatever. And there's potentially five hundred people there. you could potentially, let's say you could have at least you could you should be able to have conversations with at least twenty five to one hundred people, depending on how aggressive you are. Collect their business cards, send them an email. Hey, great to meet you this past weekend. Send a handwritten letter. Hey, great. I mean, if you don't have if you're just starting out, you've got to do all the stuff that doesn't scale, Jimmy. Yeah. Agreed. But wait, let's go back again. So they're, they're doing in-home neuro PT is what is.

19:06 I think so. But yeah, I think so. Yeah. I don't think it could hurt, right? Like you want to be around the people that are connected to other people. So this feels like a little bit higher up on the, on the food chain. Originally I was going to say, no, I was like, you're not going to get any patients there. But as Dave like pointed out, like, that's not the point. The point is to figure out who knows who and what, Who you know is important. It's who knows you and what do they know about you. If they meet you at a Chamber of Commerce event, people are there for, this is like why certain people, this is why executives join country clubs. This is the country club for the common man. Quick suggestion for this therapist, Tony.

19:47 They lead off every conversation. They want to get the business card of all the people that they meet, and they get the business card of that local business owner, whatever the business is. And the therapist should ask them. This is what I would do. The therapist should ask them, hey, are you looking for more new business are you looking for more new customers are you looking for more clients i mean most of the time it's yes everyone wants more customers and clients who wouldn't and so the therapist will try to ethically send business their way oh my that's another that's another shocking shockingly simple thing to do which is try to actually go out of your way to waste i don't say waste but spend some of your time and effort trying to send patients or or send people you know in the community to their business and that also will get your attention that will get your name registered or re-registered back into their mind oh i met so and so okay data points i met them at the chamber of commerce the event and now they're sending me, you know, Tom to be, I don't know, a customer or a client or whatever the business is.

20:54 So you wanna collect as many of those data points as possible. Again, you have to do the stuff that scales up front. I think even if you can't send the business, the fact that you're asking them if that's possible and how you might be able to do that is, you know, good enough. And because as soon as they, as soon as they're like, yeah, absolutely, of course we're accepting new business. Thank you so much for thinking of us. what do you do? Oh, tell me about what you do. And then, then you get to do your, you get a little, ten to thirty second pitch on, I help, I help, uh, local residents with, uh, maintaining their independence and freedom after a neurological condition, or diagnosis, or whatever. Right. I, I agree with everything you're saying, just, I don't agree, I don't agree with the direction you're getting there.

21:40 Um, When I'm looking at something like this, I'm saying, okay, I've got five hundred dollars. I've got five hundred dollars and let's say four hours. You know, is this the best way to spend five hundred dollars and four hours? Am I going to have the most impact? Am I going to make the most reach? Am I going to connect with the right people? And is there something better? You know, because that's always what we're comparing. Is there something better I can do with five hundred dollars and four hours? I would approach this from. okay, I'm gonna go to this event as an attendee, not as a booth person. And do the same strategy. There you go. I'm gonna put the five hundred dollars in my own account, use it for ads, use it for something else.

22:26 And what I'm gonna do is I'm gonna go to every single booth. Now, what I didn't tell you guys was they said there was gonna be about eighty booths that were there. I would rather, who are the people that want to make connections? The people that paid five hundred dollars to have a booth. I'm going to go to those people. Do exactly what you said. Hey, my name is Tony. I'm a therapist, an occupational therapist who goes to patients homes. I'd love to hear more about your business. In the process, I'm going to tell you a little bit about my business. We're going to make some connections. I'm going to schedule a time to interview you to talk about your business. I'm going to share related posts on my Facebook business page that has zero subscribers, but it doesn't matter.

23:11 I'm going to systematically go through each of these booths. Jimmy and I did that when we went to PPS last year. We didn't get a booth. We just went around and talked to the people who had the booths. We made deeper connections. We recorded videos. We knew the companies. I think that's the best opportunity here. That's the arbitrage to approach this with. and then you take the five hundred dollars and maybe you you use it to um okay i'm gonna interview jimmy jimmy has a booth i'm gonna hear all about othellas and what he's doing there and then i'm gonna put a hundred of the five hundred into pushing that content out to a local community i think that's the best way to spend the time and the money I love it.

23:59 Okay. There's a term for it. It's called suitcasing, right? Like, and people who do it are constantly on the lookout for people who run the conference who are like, oh, you're here hanging out in the lobby. You could also be like a lobby cat. I'm hanging out in the lobby whenever he's like stepping, stepping out of the conference. Right. And they're saying like, who is it? Oh yeah. Are you here at the conference? Absolutely. I'm just, you know, just can't be in there. um ran into some people doing that the last conference i'm at i'm at a conference right now and that's a thing so i don't disagree with that strategy at all Yeah, especially for somebody on a tight budget, somebody who doesn't have a big display and doesn't, you know, and who isn't outgoing. I'm not outgoing. Jimmy is a natural at it.

24:40 I'm going to hide into the background. I'm going to be looking down at the floor if I'm sitting behind a table. But if I'm the one coming up to the table, I don't have to do the heavy lifting. The person on the other side of the table has to do the heavy lifting. Problem is, my strategy, nobody's ever going to get a booth. Everybody is going to be a attendee. Taking something that Dave mentioned, I ran this through chat GPT because, again, I don't know why we're not doing this more. Referencing local everything, local businesses, local sports teams, local social events. We're all in the business of local like none of us have a national business.

25:23 We're not looking for national customers. So when I run what Dave said through Chad GBT, and I'm like, hey, how do I leverage local, local ads, local organic? Basically said, make connections. Like where we are, there's a sandwich shop across the street. I should be going there every day recording snippets of video in the sandwich shop saying, hey, guys, Tony Meritato, licensed physical therapist. I'm here at Clubhouse Bar and Grill in Monroe, Ohio. I was just thinking about a case I saw this morning in my physical therapy clinic across the street. You know, and like give Clubhouse a shout out, give Kid Coffee down the street a shout out, give the Monroe Hornets sports team a shout out.

26:10 And in the process, what ChatGV does is it just helps the algorithm understand and localize where you are, what you do, what's important to you. So right now it's October thirtieth. Everybody who's going to do a turkey trot knows they're going to do a turkey trot. We should all be talking about the local turkey trot, you know, and creating content about the Thanksgiving turkey trot coming up. Are you guys thinking about any of that stuff, doing any of that stuff? See somebody doing it? Well, Bo's here. He probably does it. I see. Well, and they sell solar panels.

26:50 so what they do is the first five or ten seconds not not even five or ten seconds it's you know it's the it's the guy in the polo shirt right walking through the the nice sunny day in the background hey hudson valley because that's where i live and then it cuts away to again the voiceover the generic voiceover but with b-roll shots of where i live the newburgh beacon bridge or you know like a nice uh drone shot of rolling hills for the time of year that it is and it makes it feel like that thing was designed in that that uh specific area geographically if you're living in the hudson valley you're missing out on other people in the hudson valley have done this people like me do things like this so yes that is the answer I know Dave talked about even just like the views and going across the street.

27:39 What have you done? I actually had a little serendipity last week. So I was walking by a small fitness studio, a personal training studio that I had seen for the past couple of years. I never, the guy, the trainer was always with a client. I walked by the trainers actually standing outside, kind of like on like the, you know, like the fence, like the wall area on his phone. And I walk by and I go, hey, is this your place? And he's like, he's like, yeah, well, you know, I'm Terrell. What's up? I'm a personal trainer here. We get talking and he's like, oh, man, you're like, you look good. You should do video. I'm like, yeah, I'm doing I'm trying to do more video and all that. And we pull out Instagram and I'm like, oh, yeah, let's connect. We talk for a few minutes about physical therapy and personal training, all that.

28:22 And he's been in the neighborhood since covid and he had some adversity with that. And then I pull up my Instagram for him to type his username into my Instagram. And he's like, oh, at Saigon, Saigon, seventy seven. He's like, you know, Charles, this other personal trainer that happens to be like, you know, French pastry chef also. I'm like, oh, yeah, I know, Charles, blah, blah, blah. and so now this trainer terrell also so he's got a couple thousand followers on his hyper local park slope personal training instagram and then he's got a separate account that's got like ten thousand followers and it's all like pro sports it's what it's exactly what you're talking about tony but he's just doing pro sports It's got ten thousand followers, but I don't know why because it's not I don't know how that national sports pro sports thing could actually help his small business.

29:07 But then he I just stopped in for the second time this past week. And he's like, oh, I want to I'm going to convert the basement into like a podcast studio. He's like, you should come on. You should. And he's got no idea. Like, I don't we didn't even talk that I do shows and podcasts and all that. And so I'm curious as to your thoughts for him. if he's doing national, like he does, you know, he talks about the Lakers and MLB right now with the world series and pro sports and all that. I think, I mean, I think Tony already outlined like your ideas of like going around doing videos in different businesses, highlighting different businesses. Why wouldn't he, or why wouldn't I do that? Why talk about pro sports when that's covered everywhere else with ESPN and everywhere else?

29:48 And why not cover local things, other local things that actually matter to the community that could be his client or my client? I think a lot of it, you know, it's a combination of what are you comfortable with? What are you confident in? Maybe that topic for him, like I'm, that's totally out of my comfort zone. I make fun of myself all the time in the clinic because my wife is the pro sports fanatic. I have no idea. Like, I don't, I don't care about any of it. Um, But if that's in his wheelhouse and he can speak confidently and he gets energized with it, even if it doesn't necessarily hit his exact audience, I just think it helps grow his reach.

30:31 Jimmy, any thoughts on that? Who do you want to compete with? You decide. And but if you're really passionate about national sports, do it right. But understand now you're competing against ESPN, except even if you talk about local stuff, you're still competing against ESPN or any other big platform for people's attention. Who said it? I have to look it up. But some celebrity was essentially saying this was years ago. They're coming for every second of your attention every single day. And he met everybody. They're coming for your attention every single day, right? Like you've got Alexa devices that can now display video that are just sitting there, right?

31:12 And they're just constantly swiping through stories until it hopefully shows you something you wanna double click on. We've got these stupid things in our ears that I've got in my ears right now all the time. There's a million and one podcasts. I mean, I was looked at like I was ridiculous ten years ago for doing a podcast about physical therapy. And now I would love to know the number of shows hosted by physical therapists or for physical therapy. Do you know what I mean? Like a physical therapist hosting a show for patients is one thing. A physical therapist or someone hosting a show for the profession, that's internal. That's like a water cooler talk podcast. It was ridiculous.

31:52 And I was saying back then, it's just what we did around campfires at scale. It's able to leave the campfire. So I don't know, man. As much as I would say discouraged, like, listen, you're never going to beat Stephen A. Smith and ESPN. They've got too much of a stronghold. You don't have to. Because my question would always be, what's your purpose of doing it? If it's to make a million dollars, I would say that's probably a bad idea, right? Unless you're willing to triple down and go all in. I follow some ridiculous people. I got two guys I follow on Instagram that talk all the time. And all they do is show you how to buy cars better. One guy's like a car broker. The other guy was a car salesman for like fifteen years. And I'm not even the market for a car anymore. I just find their content interesting. Do I listen to it for hours?

32:32 No. But those fifteen or forty five or sixty two seconds tend to add up over time in a year. And you can create a business on those things. Let me show you guys. I had teased last Tuesday. I said, hey, you know, this might be a regular segment. It works for me. I want to just run through real quick the four main platforms, show you where my accounts are at right now. Just to show you kind of under the hood a little bit. Let me put this up on the screen. We'll start with Facebook business page. Jimmy, if you want to make that bigger, do your magic. This is actually the post real quick that Dave and I were talking about at the top of the episode.

33:18 So before I ran the paid ad yesterday, it was at a hundred and I think two thousand views. Now it's at one twenty one. But this has generated twenty three dollars. So even if I just dump the twenty dollars back into paid ads to increase the reach and try to generate some conversions, you know, it's a pretty simple strategy to take what's working and just double down on it. Don't waste time on what's not working. if we take a look at this account at large kind of uh big picture here we go so over the last twenty eight days three point one million views it's down about eight percent from previous but you can see here on the last couple days it had a huge uptick a hundred and forty five thousand views hundred and fifty five thousand each day it's moving up Big part of that is that photo that I shared and then another video that's been doing really well.

34:19 For earnings, just so you guys know, this is a monetized channel. So this channel has generated five hundred and sixty dollars. Again, you just throw that money back into ads. I can throw that money back into the investment for growing the channel. So. Instagram right now, I don't do anything with Instagram, but what I post on Facebook goes over to Instagram. One point two million views in the last thirty days and the follower count is thirteen thousand right now. I don't know. For a while I was adding about a thousand followers a month.

35:00 I started working on Instagram, like revive the channel. The channel was dead about twelve months ago. TikTok, six thousand three hundred followers. Same thing. Same videos. You can see like here. This one I put up a couple of days ago. It's at ten thousand views. I don't have any. What? Oh, we're still seeing the Facebook data here. There we go. OK. TikTok. No, no viral videos lately. Just normal stuff. And then I'll bring you guys over to YouTube. big old toilet, uh, seventy-seven thousand followers, subscribers, and, uh, YouTube's been pretty dead.

35:49 Eight hundred thousand monthly views, uh, five hundred, or, yeah, five hundred dollars a month in revenue. I don't know, my face, my YouTube used to do, like, a thousand a month. It's just, you know, on the year, we did ten million views on the year about ten thousand dollars in ad revenue uh but the last few months have been kind of down so i just wanted you guys to see like this is a side gig you know it's not a full-time deal this is something i would be doing for fun but it's building assets building value extending the reach And I will say real quick, I will say that is what brings more opportunities than just patient care.

36:36 Those assets are what bring product companies to me. They bring paid endorsements to me. I was just showing my twelve year old in the car this morning waiting for the bus. Look, we did like sixty or seventy thousand in income. from digital opportunities like that over the last twelve months. You know, I want him to see that you can have your W-two job, but you can also do this other stuff on the side. Dave? So your Facebook and your YouTube, Tony, for the Total Therapy Solution videos, your whole approach for that is to just get more views, right? Just to grow both the Facebook page and the YouTube channel.

37:19 Is that correct? Yeah, I'm kind of in between. If I went straight up, Mr. Beast, just get views. I would probably post more sensationalized stuff, more triggering stuff, more, you know, algorithm friendly stuff. I'm still in between saying, OK, we do want to get some patients. You know, I had several patients come in recently. You were like, I found your YouTube channel. I love it. So I do maintain a level of professionalism through it. But the ultimate, yes, the goal is just give me views. I don't need more patients. I've got a full clinic. And then I'm going to either sell those digital assets.

38:02 I'll sell the YouTube channel or I'll monetize it in different ways with product companies. so to monetize it with product companies or elsewhere or otherwise have you thought about or considered videos from other physical therapists i know you already record a ton of videos but have you done that i mean do you want patients to always see the videos that are in your clinic your brick and mortar or have you thought about other therapists sending great, I mean, because you always comment on on interesting or great videos of other therapists on Facebook that we see, and you're supporting other therapists and all that. But if they also helped you with kind of like that user generated content, could that help you grow your channel, get more views, get more product endorsements, all that type of stuff, grow, grow both of those channels to potentially sell them later?

38:52 Is that something you ever thought about? It is. I've tried different experiments with that. It's never really done anything. At the very basic level, what I've said is, look, I've got these assets. Let's use them to leverage other channels for other therapists. You know, again, Mr. Beast is doing that. He's using his team to push other content creators out. So I've reached out to therapists. I'm like, hey, you know, this is a great video. It's got bring the video onto my channel we will absolutely like tag you mention you push traffic to the best of our ability to your channel but you can use my platform and it just never really works i mean i think it goes back to uh thinking about patients who walk into my clinic versus patients who walk into your clinic patients walking into my clinic They're not working out already.

39:49 They're not really interested in that. That's not their primary passion. So a lot of what I see, most of the population out there, therapists, they're like half-hearted. Maybe I'll do it. It's very wishy-washy. There's no real passion and drive. Now, I will say, there are some therapists that... take the bull by the horns charles lockwood great example he came to my live event months ago maybe a year ago and like he's blown the doors off of creating relationships with content companies building his own content marketing products his videos are a hundred times better than mine you know and he started like a year ago It's kind of insulting, hurts my ego.

40:35 But yeah, I've tried. I've never found a formula that works for me to do that. I haven't done it with non-therapists, though. I haven't reached out to fitness influencers and massage therapists and other people. I've always kind of stayed in the realm of PT, OT, SLP. Because I know you and I, we've heard therapists say, oh, I tried to interview, I tried to ask these other local physicians and surgeons and orthos and other, you know, influencers in their local community. And then they always ask how many followers or views or whatever does your channel get? And then they're like, oh, I just started. So it's like basically zero. And then like some of those people that they want to get in front of, that they want to try to help get exposure or, you know, communicate with on a Zoom call and then post online.

41:24 They're getting shut down from those influencers. So that's why I was asking you, would you be open to some of those videos being posted almost, I don't know, is it not evergreen, but like, or not white label, but whatever, like posted on Total Therapy Solutions. I could potentially say to these big ego physicians in New York City, hey. i you know we're gonna get this posted on this account that does ten million views a year who's gonna and let's just say let's just i haven't done it i've talked to nate my uh my podcast producer about making a new york city pt you know youtube channel or not pt but like health and whatever like the stuff we're talking about i could take one ortho or surgeon or physician interview I put it on that new channel that is crickets.

42:09 And then if Tony's okay with it, we put it on his channel. I reach out to these physicians and I say, Hey, we're going to get it on total therapy solutions account. That's got million views a year. And at the same time, it also gets posted on my account while in the background, I'm building up my YouTube channel and they get the front end, uh, aesthetics of them being in front of your gigantic audience pros or cons with that. Any issues? I love it. Uh, hang on Jimmy. I'm pulling this up because this comment from David Ruin is more for Dave Kittle. You should do an offshoot of MTV Cribs where you travel the country, visit clinics. So Dave Kittle should do it in the crib.

42:50 We're doing physio cribs today. We're in Manhattan. We're in Brooklyn. The problem, David, is the best cribs are people that don't have any incentive to show their private space. And the private spaces are unbelievable beyond words, beyond means almost in New York City. There's always an incentive to show off your crib. It's called ego. You've got it and you show it off. No, there might not be a direct incentive for them to show it off to you, but if you give them the right incentive, uh, this is simple, but not easy. No, uh, Keegan, I think it is from AppSumo. You know, he goes to wealthy individuals, knocks on their door, ask them how they became wealthy.

43:36 And some of them will invite them in. He got a private flight on a jet doing something like that. What David was. Yeah. What David was saying was going into clinics. I can't imagine Jimmy and I have talked about this a hundred times, David, you're right. We should do it. Who Danny Mata is doing it, you know, and he's doing a great job with it. He he's making these clinics look amazing. We need more of this. Mike Chua. I want to go down to Tennessee and I want to highlight Mike Chua and the growth that he's had with his. Yeah. Yeah. I know you were talking about clinics. I want Dave Kittle to show houses and, but um dave to your point kiddo uh yeah i love that i think more of us should be doing that like there have been times where i will send a message to a product company and i'll say hey i don't want that treadmill But Jeremiah is a content creator.

44:37 He's a licensed physical therapist. He puts out videos every week. You should connect with Jeremiah. If you send Jeremiah that treadmill, I will post Jeremiah's video on my channel. So I'll make sure you get the reach for the video of the treadmill. But Jeremiah is a better option for that product. And then I'll connect Jeremiah with the product company to try and marry that. Hey, I'm totally happy to share because look, I need content. I don't post as much. I want to do it. That idea is also for me. I want to do that because then I can reach out to the ego physician. You're going to pay to get a video on my channel.

45:20 Jeremiah gets it for free. I'll pay whatever, Tony. What's Scott saying? Yeah, NuFit does it. NuFit does another really great job. I'm going to pull Scott's comment up. Something similar went to that NuFit. You're right. I totally forgot about that. I did. I went up to Coldwater. It was an amazing experience. You know, we showed the owner's clinic. We showed their other location where they focused on sports performance. I mean, it was amazing.

46:01 And so, but NuFit, the company, separate from me, they will also have a series like this where they go out and they highlight like trainers and coaches and people that are using their equipment. Very cool stuff. I mean, it's unlimited on what we can do. There just has to be an ROI, right? So like Danny Mata at PT Biz is doing that because he's doing it with his customer client practice owners that are already paying him for his mastermind or his courses or coaching or whatever. And NuFit does it. NuFit's like, hey, come on down to our clinic in Austin, Texas because they're like, we're already here. We don't have to move or travel or do anything.

46:44 And then practice owners go down there and kind of learn their technology or their setup and protocols or whatever, you know. treatments, but then new fits selling them the new fit, which is what? Eighteen, fifteen, eighteen, twenty grand, something like that. Yeah. Yeah. That's the thing. So if you look at that again, I think we as clinicians, as therapists, especially small private practice owners, we look at a hundred thousand. You were talking about forty bucks a month and that's out of most budgets. Honestly, we look at a hundred thousand dollars and we're like, oh, my gosh, I can't even fathom. You talk about spending thousands of dollars on ads and it's just might as well speak a different language when we're talking to most small private practice owners, somebody under a million a year in revenue.

47:31 When I reach out to Vosek, Vosek is a company I've been doing a ton of work with, or I reach out to another company. I just said no to somebody because I said, look, you want me to sign a year commitment. You want all of these non-disclosure agreements. This is way outside of my comfort zone. They were going to offer me five to ten thousand dollars just for the consulting, not talking about what they were going to pay on the content creation side of it. You know, like smaller therapists and therapists that focus on therapy. I don't think they understand the budget. When you go into Amazon and you look at the campaigns that are available for me to say, hey, I'm going to promote this product, QB.

48:17 Everybody knows QB, the little under desk elliptical hoodie. They just launched the budget. They probably put five hundred thousand dollars as the available budget for this campaign. They're paying ten or fifteen percent commissions on every QB that gets sold through my affiliate link. I shared a post yesterday. I think I sold five or six in the last week or two. You know, these are real dollars like it's making an impact on my family's livelihood right now. just doing this kind of stuff. But I think it's too hidden from too many therapists. They don't understand the opportunities.

48:58 Jimmy, you're silent. Let's go. Yeah, I think if the average person is watching this, the average clinician, there's a lot to choose from. And it could seem overwhelming. I've said this before. The goal would be to pick one or two things that you like doing and can do consistently that would also bring results. If you're a content creator, and actually I would venture anybody with one of these things is one of those things, whether you like to be or not, whether you're doing it at scale or not, you are, but figure out what type you like doing. In fact, I would say there's less content. There's a smaller portion of the population who aren't content. You have to actually go out of your way to not be a content creator, because if you're sharing something, you are. So decide what you like to do and figure out what you can do at scale and who you want to do it for.

49:43 Jeremy Sutton. he just said you know he's a jeremiah he's not the one i was talking about but he'll take a portable sauna or ice bath yesterday last night i hate instagram messenger but occasionally i go in and try to read the messages I had an offer for a red light sleeping bag. It's a fifteen hundred dollar product. They wanted to send me one. I replied to the company just to say, hey, is this one of the ones on Amazon? Because I don't even want to mess with it if it's not on Amazon. But that would be a perfect example. I had asked in one of my groups to, who's the red light guy?

50:23 I'm blanking out. I think Dave Kittle, you interviewed him. Eric Broadworth. Did I freeze? Yeah. Eric Broadworth. So I reached out to Eric to say, hey, is this product worth anything? What do you think? You're the expert. That's a perfect example. I'm not going to take a red light sleeping bag I'll send it to Jeremy Sutton. Let Jeremy create the content for it. I've done it with other products. Jeremy has recorded content for other products. Let him record the content. I'll share it on my channel. You know, he can make the affiliate commission on it, which a ten or twenty percent commission on an eight hundred to fifteen hundred dollar product is a pretty nice little payday.

51:09 And then it gives him an excuse to make more awesome content. love it sorry i i know i know it up tony's paul's jimmy what do you got um we got about nine minutes so not enough time to get into something uh uh big enough you want to guys guys want to do parting shots and bail yep let's do it all right dave what are you focused on Just continued video. I mean, I'm not, I have a bunch of stuff like Tony, I'm starting to accumulate a digital folders worth of videos that I need to start putting out there.

51:56 And I'm not as good as Tony of putting them out just, or Jimmy, just putting them out and like not even worrying about like the captions or any hashtags or whatever, and just like posting the stuff. Um, but I'm at the point of like, I need to, um, I just like to outsource this type of stuff. I just don't like to even deal with it. So like I'll record the video and maybe drop it into Google folder and then have some other, you know, agency have some agreed upon schedule of when this stuff's going to go out. But regardless, it all goes back to video, getting out more video about what you do to get in front of all different types of consumers and decision makers, potential patients, clients, all that literally there's no downside. So just video, video, video.

52:39 Yeah, I can't agree. Double down. Video and AI. If you're not doing video and AI right now, together or separate, you are not prepared for twelve months from now, five years from now or beyond. You have to build those skills now. Yeah. It wasn't just because I said it. I was saying it because smarter people than me were saying it. Media companies used to have IT departments, and now IT companies have media divisions. And furniture companies have media divisions. Or you're third-partying this to a media company. Yeah. This is now the floor. Creating content was really cute and neat, and that's interesting, a couple of years ago, but it's not anymore.

53:25 If you're not doing it, this is how people decide if you exist. If you ask someone who isn't creating content, I swear to God, man, that whole phrase makes me nauseous. I'm a content creator. I don't know, man. I was creating content since … But if you're not creating it, this is how people understand, do you even exist anymore? If they don't see or hear from you in six months, people are probably looking at you like, are they still in business? I haven't heard from them in a while. That is how you remain top of mind. I'm very sorry if you don't like it. That's okay. But this is how the world is paying attention. This is how people exist. You're either doing it. This goes back to my first day when I took public relations in undergrad.

54:05 You're either doing public relations well, or you are doing it poorly. You are never not doing it. So you are either creating content or you are doing it poorly. You're not, not create. I just decided not to create content. There are some, there are some people that will push back saying this, you know, this is an always or never situation for the most part in the center of the bell curve, you're either making noise or you're quiet. And if you're quiet, you're dead. All right, guys, we're done. Dave, enjoy the swamp. Enjoy Kissimmee. Thank you. It's beautiful down there. Hopefully you get an airboat ride in or something. Guys, come back next week, Tuesday, Thursday, at eight thirty a.m. Eastern.

54:45 We will see you guys then.