April 29, 2025
How Physical Therapists Can Outmaneuver Nike (Yes, Really)
What if Nike built a PT clinic? In this episode, we dive into real-world strategies physical therapists can steal right now to future-proof their businesses — from discreet fall recovery services to hybrid fitness models that compete with OrangeTheory and CrossFit. Learn how to position your clinic to capture the community, culture, and continuity that keeps patients AND members coming back.
WEBVTT
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All right.
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Good Tuesday morning to everybody.
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Welcome to PT Breakfast Club.
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Today's episode is going to
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hit home for a lot of people, I think.
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And it's going to bother people, right?
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It's going to make them feel
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uncomfortable.
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Some people it won't,
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but the people that will
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make a real uncomfortable.
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Because here's the truth,
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and we're going to get into
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a post that Tony shared
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that I think some people
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understood and felt,
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and some people missed the
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mark completely.
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Being a great PT doesn't
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make you a great business owner.
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gonna say that again being a
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great physical therapist
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doesn't make you a great
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business owner those are
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two different things like
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you'd never look at a good
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business owner and be like
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they must be a good
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physical therapist if they
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own I don't know a store so
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these two things are not
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the same just because you
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think they are that being a
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great pt doesn't make you a
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great business owner and if
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your clinic still feels
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chaotic exhausting or gets
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stuck this might be why and
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just before we hit record tony had said
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Well, you had said it's a marketing issue.
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And I'm like,
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I like to zoom out and go a
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little deeper.
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I don't know if they know
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what business they're in.
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Because if they don't
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understand that they have
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to market or that's part of it,
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that means you haven't
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understood the full story.
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So do you want me to share
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the post first so you can play off of it?
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Yeah, go ahead.
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And while you're putting it up there,
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so Dave was kind enough.
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Gosh, this is probably months ago now.
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He came into my Medicare
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billing course to do a full
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hour talking about marketing,
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talking about how he
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markets and promotes what he does.
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And I think so many of us, me included,
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I always share the story back in
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uh I was like I'm good I
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wasn't even a therapist but
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I had patients who wanted
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to see me as the tech and
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not the therapist because I
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understood like what the
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patient wants they don't
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care about strength they
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don't care about all this
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other stuff that was
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important to the therapist
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they want to feel good they
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want to leave feeling
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better than when they came
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in they want to have fun
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they want to enjoy the time
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that they're there
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So I was like, oh, a vision of grandeur.
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I'm good at what I do.
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I'm going to go start a business.
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I started the business and
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realized being good at what
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I do is the tiniest part of
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running a successful business.
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And so we have patients or not patients,
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PTs in my group, my Facebook group saying,
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how do I market mobile therapy services?
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And I put up what you've got,
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top ten questions, which to me, to Dave,
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to Jimmy, this is second nature.
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You can't even think of
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marketing without even
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starting with these questions.
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And somebody said, no, no, no, no.
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How do I market to patients?
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I'm like,
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I don't even know anything about
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what you're doing.
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So where do you want to go
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with that graphic?
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Um, well,
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I think it was the discussion of the,
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about the, the comment below,
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which like what you just said, like,
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good question.
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Like what marketing will
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work to attract patients?
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And what,
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what was the rest of these questions?
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Like right now I can see,
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and I'll read them just for
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the podcast audience.
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What specific you're,
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you're saying these are the
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questions you should start
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asking yourself.
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And then the answers that
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you give or an artificial
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intelligence or a friend or people,
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that will outline your strategy.
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So the first question is
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what specific services do I
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offer and who benefits most from them?
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Who is my ideal patient?
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Like we've heard clinicians say, oh,
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I got a bunch of this on my
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schedule and that's not who I want.
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Well, you're attracting this.
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So maybe change it unless you don't,
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unless you work at a clinic
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where that's not your decision.
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But if you're creating your own business,
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you would want to work with
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the patients that you are
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lit up working with.
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So that's the second question.
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What makes my service
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different from and better
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than alternatives like
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clinics or home care?
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So that was the three questions, Tony.
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Do you remember what else was on the list?
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Yeah, so real quick, I'll go through.
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So number four,
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where do my ideal patients
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or their caregivers spend their time?
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Meaning like, are they on Facebook?
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Are they in community centers?
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Are they at church?
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Where are they?
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What free or low cost ways
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can I start marketing,
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making connections with
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these individuals?
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Because I had said in the prompt, you know,
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these are new therapists
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starting a new mobile business.
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They don't necessarily have
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big budgets to put into paid ads.
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Number six,
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do I have a budget to pay for marketing?
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Even a couple hundred
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dollars or do I have to
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start organically?
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Number seven,
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what's the current reputation
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and network strength in my community?
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Like if you just move to an
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area versus if you have deep roots,
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if you grew up there,
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you played little league,
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you're part of the school system,
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the church, whatever.
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Uh, numbers, number eight,
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am I willing to
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consistently create
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educational content like articles, videos,
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talks?
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I know therapists who are like,
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I want patients,
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but I don't want to spend
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time on social media that
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puts a roadblock in front
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of you and makes things
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just a little bit harder.
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Number nine,
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how quickly do I need results?
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If I'm making a mortgage
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payment and I don't have
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money in the bank, I need money today.
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How do I get a patient to
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give me money today as
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opposed to I can wait weeks
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or months before the big payday comes?
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Insurance,
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I'm waiting fifteen to thirty days.
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Cash, I'm collecting everything up front.
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Those are very different models.
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And then how do I or how
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will I track what's working or not?
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And I think the issue,
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before I kick it over to Dave,
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I think the issue for a lot of clinicians,
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me included,
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I'm not picking anyone out of the crowd,
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is you think, I need more patients.
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What's the best marketing?
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Like, I have sciatica.
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What's the best stretch?
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And it's completely not the
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way to think of that problem.
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Like we need context.
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We need information.
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We need so much more before
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we can ever give you an answer.
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Dave,
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what are your thoughts when somebody says,
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you know, I need more patients.
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What do I do?
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Is this based off of just
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this post or that other one
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that we had messaged?
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That was like the mobile
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Medicare Part B. It was another post,
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but are we talking about
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these together or just this
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one with the questions you
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laid out and then Fred's comment?
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Whatever you like.
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So, I don't know.
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I always react somewhat, I think,
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I don't want to say negatively.
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I want to say, in my opinion,
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like realistically, which is...
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when there's these questions
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or comments on these Facebook groups,
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it's people that are even before,
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like Tony's saying, you gotta know this,
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you gotta know that,
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you should have already done testing,
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you should have already
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figured things out,
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you should have already, of course,
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you're gonna figure things
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out along the way in
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business and entrepreneurship.
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That, of course, just goes without saying.
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But to come in and ask such
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either comments or
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questions around
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newbie-type questions around marketing,
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I don't understand it.
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I don't understand if
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someone has a mobile Medicare practice.
00:07:15.779 --> 00:07:16.360
I don't understand why
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you're in a Facebook group
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for physical therapists asking like, hey,
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what marketing is working for everyone?
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Like Fox Rehab is what,
00:07:25.732 --> 00:07:27.413
in thirty six or something states,
00:07:27.454 --> 00:07:29.095
like soon probably every state.
00:07:29.855 --> 00:07:31.497
and like just look at like
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what they do so okay you
00:07:33.399 --> 00:07:34.240
can't have a person in
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every hospital and every
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nurse case manager's email
00:07:37.221 --> 00:07:38.142
and all that you can't you
00:07:38.163 --> 00:07:39.324
know but you could do it
00:07:39.363 --> 00:07:40.485
manually you can go on
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linkedin you could just
00:07:41.725 --> 00:07:42.545
just search linkedin and
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just do um hundreds of cold
00:07:44.247 --> 00:07:45.569
messages you can go to the
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senior center down the
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street you go to the
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library like tony said
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where are these people
00:07:48.870 --> 00:07:49.552
hanging out are they at
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pickleball courts when it's
00:07:50.552 --> 00:07:51.593
nice out are they at the
00:07:51.612 --> 00:07:52.613
library or the coffee shop
00:07:53.355 --> 00:07:54.435
when it's raining outside
00:07:54.456 --> 00:07:56.677
or whatever there's just too much of the
00:07:57.894 --> 00:07:59.257
I don't wanna do too much of a rant,
00:07:59.276 --> 00:08:00.036
but there's just too much
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of like the first reaction
00:08:02.060 --> 00:08:03.401
for so many therapists that
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are in business is I'm
00:08:04.622 --> 00:08:05.824
gonna go on Facebook or I'm
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gonna go into a Facebook
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group and I wanna like tell
00:08:08.987 --> 00:08:09.908
everyone my issues and
00:08:09.968 --> 00:08:11.069
problems and try to get
00:08:11.430 --> 00:08:12.350
some reassurance that
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everyone else has this
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problem instead of just
00:08:14.473 --> 00:08:15.894
going out and getting after it.
00:08:15.954 --> 00:08:17.656
I just don't understand like,
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run like if you don't have
00:08:19.747 --> 00:08:20.708
money to run facebook ads
00:08:20.747 --> 00:08:21.850
then you should be cold
00:08:21.870 --> 00:08:22.610
calling people cold
00:08:22.651 --> 00:08:24.874
messaging people scheduling
00:08:24.994 --> 00:08:26.115
uh like doing calls doing
00:08:26.175 --> 00:08:27.156
zooms interviewing
00:08:27.237 --> 00:08:28.218
influencers people in the
00:08:28.257 --> 00:08:29.379
neighborhood politicians
00:08:29.418 --> 00:08:31.682
lawyers whoever it's really
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not that hard I don't understand why
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I'm trying to be nice here I
00:08:35.727 --> 00:08:37.349
know like I want this I
00:08:37.369 --> 00:08:39.009
want this to be helpful and
00:08:39.049 --> 00:08:39.811
I want to be helpful by
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saying don't do the
00:08:42.253 --> 00:08:43.653
facebook question thing
00:08:43.693 --> 00:08:45.514
because it shows like maybe
00:08:45.534 --> 00:08:46.296
you've never had a business
00:08:46.336 --> 00:08:48.837
before well if this is your
00:08:48.878 --> 00:08:50.678
first business and you're I
00:08:50.698 --> 00:08:51.860
don't know twenty nine
00:08:52.059 --> 00:08:53.942
thirty five forty five
00:08:54.442 --> 00:08:55.523
you've not been smacked in
00:08:55.543 --> 00:08:56.604
the face by life yet you
00:08:56.624 --> 00:08:57.364
have not been smacked in
00:08:57.403 --> 00:08:58.105
the face you've not been
00:08:58.144 --> 00:08:58.806
punched in the face by
00:08:58.846 --> 00:09:00.447
rejection in business and
00:09:00.466 --> 00:09:01.548
entrepreneurship yet and
00:09:02.187 --> 00:09:03.249
so when you come in and ask
00:09:03.328 --> 00:09:04.730
like where do I get
00:09:05.230 --> 00:09:06.432
medicare patients from it's
00:09:06.491 --> 00:09:09.794
like I don't know like I I
00:09:09.815 --> 00:09:10.735
just don't have time to
00:09:11.917 --> 00:09:13.197
that person needs so much
00:09:13.238 --> 00:09:14.278
help that even if you help
00:09:14.298 --> 00:09:15.320
them with getting the
00:09:15.340 --> 00:09:16.922
medicare patients they're
00:09:16.961 --> 00:09:17.923
still going to have problems
00:09:18.529 --> 00:09:19.691
Before Jimmy comes in,
00:09:19.711 --> 00:09:21.091
and I think that's the thing.
00:09:21.131 --> 00:09:22.573
You hit it on the last sentence.
00:09:23.193 --> 00:09:25.296
It's like they don't know
00:09:25.316 --> 00:09:25.916
what they don't know.
00:09:26.417 --> 00:09:28.899
They're so, so green in this.
00:09:28.958 --> 00:09:29.359
Again,
00:09:29.899 --> 00:09:31.201
I thought I'd hang a business card
00:09:31.221 --> 00:09:32.201
in the sandwich shop and
00:09:32.241 --> 00:09:33.722
get flooded with new clients.
00:09:33.942 --> 00:09:36.245
This was me coming to business.
00:09:37.066 --> 00:09:38.047
I understand and I can
00:09:38.086 --> 00:09:40.048
empathize with what they're coming with.
00:09:40.649 --> 00:09:42.230
But just like you can't take
00:09:42.370 --> 00:09:44.231
a professional coach and
00:09:44.272 --> 00:09:45.513
get them to coach third
00:09:45.533 --> 00:09:46.714
grade football again,
00:09:47.254 --> 00:09:48.934
they're too far beyond that.
00:09:49.615 --> 00:09:50.476
I feel like you might be a
00:09:50.496 --> 00:09:52.738
little too far beyond the
00:09:52.918 --> 00:09:54.198
ability to help this person
00:09:54.239 --> 00:09:55.360
with this question because
00:09:55.780 --> 00:09:57.381
we got to go a hundred miles back.
00:09:57.761 --> 00:09:58.861
And we gotta be like, look,
00:09:59.081 --> 00:10:00.043
doesn't matter if you're a
00:10:00.062 --> 00:10:01.503
good therapist or a bad therapist.
00:10:01.543 --> 00:10:02.863
We gotta start with what is
00:10:02.903 --> 00:10:03.702
the business you're in,
00:10:03.722 --> 00:10:05.203
which is what Jimmy's gonna talk about.
00:10:05.303 --> 00:10:06.464
Where are you starting?
00:10:06.823 --> 00:10:07.965
What do you even wanna do?
00:10:08.024 --> 00:10:08.904
Who are the people you're
00:10:08.924 --> 00:10:09.865
trying to connect to?
00:10:10.365 --> 00:10:12.926
But that person is still
00:10:12.966 --> 00:10:14.385
stuck in the idea that they
00:10:14.405 --> 00:10:15.586
don't even realize that
00:10:15.605 --> 00:10:16.147
stuff's important.
00:10:16.167 --> 00:10:17.687
They're like, no, just give me the answer.
00:10:17.726 --> 00:10:19.807
Just give me, it's Facebook ads.
00:10:19.886 --> 00:10:20.888
Put a hundred dollars a
00:10:20.947 --> 00:10:22.168
month into Facebook ads and
00:10:22.187 --> 00:10:22.847
you will be flooded.
00:10:22.888 --> 00:10:24.369
That's the answer that they want,
00:10:24.908 --> 00:10:25.729
but it's not helpful.
00:10:28.621 --> 00:10:28.721
Yeah.
00:10:28.861 --> 00:10:29.663
Well, Scott, real quick,
00:10:29.703 --> 00:10:30.524
is asking what happened.
00:10:30.544 --> 00:10:32.168
I'll tell you what happened.
00:10:33.169 --> 00:10:33.910
And by the way,
00:10:35.441 --> 00:10:36.381
Every parent's been through this,
00:10:36.542 --> 00:10:37.982
but my twelve month old son
00:10:38.003 --> 00:10:39.183
woke me up five times last night.
00:10:39.203 --> 00:10:39.985
I didn't even shave yet.
00:10:40.044 --> 00:10:40.664
I always like to shave
00:10:40.684 --> 00:10:41.865
before I even get here, you know,
00:10:42.527 --> 00:10:44.048
and I honestly I was going
00:10:44.067 --> 00:10:45.389
to just not jump on.
00:10:45.688 --> 00:10:46.470
But that's the difference
00:10:46.490 --> 00:10:48.250
between me and a whole
00:10:48.270 --> 00:10:48.991
bunch of other folks out
00:10:49.032 --> 00:10:50.633
there is this is not even a job,
00:10:50.673 --> 00:10:52.453
but it's like I'm showing up.
00:10:52.474 --> 00:10:53.936
We do this Tuesday, Thursday morning.
00:10:54.475 --> 00:10:54.995
And here I am.
00:10:55.035 --> 00:10:55.797
I'm showing up a little
00:10:55.817 --> 00:10:56.618
maybe a little edgy,
00:10:56.798 --> 00:10:57.638
maybe a little cagey.
00:10:57.938 --> 00:11:00.080
But this is sometimes the
00:11:00.179 --> 00:11:02.001
anecdote that these therapists need.
00:11:02.378 --> 00:11:03.578
I did notice the fact that
00:11:03.798 --> 00:11:04.739
Dave has a concierge
00:11:04.778 --> 00:11:05.700
practice in New York.
00:11:06.059 --> 00:11:08.000
Tony's got a brick and mortar in Ohio.
00:11:08.120 --> 00:11:09.001
Jimmy's sort of in the middle.
00:11:09.282 --> 00:11:10.342
But we're also different
00:11:10.383 --> 00:11:12.423
because Tony's got teenagers.
00:11:12.543 --> 00:11:14.565
Dave's got a one-year-old teenager.
00:11:14.880 --> 00:11:15.140
you know,
00:11:15.321 --> 00:11:16.461
I played video games until
00:11:16.522 --> 00:11:17.442
midnight last night and
00:11:17.462 --> 00:11:19.443
woke up whatever I wanted.
00:11:20.703 --> 00:11:21.684
I do think I like how the
00:11:21.725 --> 00:11:23.206
fact that we have like the gamut there.
00:11:24.167 --> 00:11:25.086
I see what Dave's saying.
00:11:25.326 --> 00:11:26.048
I've said it before.
00:11:26.107 --> 00:11:27.928
I've had that rant this
00:11:28.009 --> 00:11:29.309
morning since I slept well,
00:11:29.450 --> 00:11:31.030
I'm going to give that person grace,
00:11:31.071 --> 00:11:32.652
which is the things that
00:11:32.692 --> 00:11:34.493
Dave knows Dave needs to
00:11:34.533 --> 00:11:35.852
give himself credit for
00:11:36.153 --> 00:11:37.073
because the stuff that he
00:11:37.094 --> 00:11:39.556
thinks is simple isn't for everybody.
00:11:39.895 --> 00:11:40.096
But,
00:11:40.316 --> 00:11:42.758
But this is sort of ready fire aim.
00:11:42.918 --> 00:11:45.379
Like what I'm guessing is in this comment,
00:11:45.399 --> 00:11:46.900
that person has a business
00:11:47.341 --> 00:11:48.662
and is now thinking,
00:11:49.523 --> 00:11:50.583
where do I get the patients from?
00:11:50.683 --> 00:11:51.864
Like, whoa,
00:11:51.903 --> 00:11:53.765
that should have been six miles
00:11:53.806 --> 00:11:56.707
before how I would like to say, hey, Max,
00:11:56.927 --> 00:11:57.708
when you're reviewing the
00:11:57.749 --> 00:11:58.970
transcript of this episode,
00:11:59.210 --> 00:12:00.770
turn Tony's questions into
00:12:00.831 --> 00:12:02.812
a into a PDF document that
00:12:02.831 --> 00:12:04.433
we can supply the listeners with later.
00:12:05.273 --> 00:12:06.495
Now that I've said that later on,
00:12:06.554 --> 00:12:07.035
it'll do that.
00:12:08.017 --> 00:12:08.918
But this is the same thing I
00:12:08.957 --> 00:12:09.799
do with big businesses.
00:12:10.080 --> 00:12:11.422
Of course, Jimmy loves visuals.
00:12:11.802 --> 00:12:12.844
This is the flow chart.
00:12:12.923 --> 00:12:13.625
I give this away.
00:12:13.926 --> 00:12:15.508
This is what I want people to look at.
00:12:15.947 --> 00:12:16.950
Like this is essentially
00:12:16.970 --> 00:12:18.192
what Tony just described,
00:12:18.211 --> 00:12:19.332
but in a visual format,
00:12:19.373 --> 00:12:21.196
which is who are you talking to?
00:12:22.116 --> 00:12:23.577
What are their problems?
00:12:23.618 --> 00:12:24.798
What are they looking to become?
00:12:24.818 --> 00:12:25.899
What are they looking to avoid?
00:12:25.940 --> 00:12:27.461
That's on the left side, that in yellow.
00:12:28.022 --> 00:12:28.623
On the right,
00:12:28.842 --> 00:12:30.063
what do you bring to the table?
00:12:30.124 --> 00:12:32.105
What's your unique selling proposition?
00:12:32.446 --> 00:12:33.966
And where their problems and
00:12:34.027 --> 00:12:35.969
goals and your uniqueness
00:12:36.208 --> 00:12:38.610
come and cross in a Venn diagram,
00:12:38.831 --> 00:12:40.111
which is my favorite type of diagram.
00:12:40.371 --> 00:12:42.014
That's your shared why.
00:12:42.033 --> 00:12:43.514
That's what Simon Sinek talks about.
00:12:43.894 --> 00:12:44.615
And from there,
00:12:44.836 --> 00:12:45.836
you need to do the legwork.
00:12:46.649 --> 00:12:47.629
What Dave was getting at,
00:12:47.669 --> 00:12:49.711
which is Alex Hormozy said, dude,
00:12:49.750 --> 00:12:50.471
if you're broke,
00:12:50.630 --> 00:12:51.750
you have no excuse of why
00:12:51.770 --> 00:12:52.650
you're not calling people
00:12:52.870 --> 00:12:55.731
or knocking on doors or walking around.
00:12:55.912 --> 00:12:56.831
Like, you know,
00:12:56.912 --> 00:12:58.111
Alex Hormozy isn't great
00:12:58.152 --> 00:12:58.852
because he's brilliant.
00:12:58.952 --> 00:12:59.773
Alex Hormozy is great
00:12:59.793 --> 00:13:01.232
because he is unabashedly
00:13:01.633 --> 00:13:03.553
not shy about saying I'm
00:13:03.573 --> 00:13:04.514
not doing well right now.
00:13:04.693 --> 00:13:06.293
But if what his line was,
00:13:06.333 --> 00:13:07.595
if you're willing to be bad
00:13:07.615 --> 00:13:08.634
at something for a hundred days,
00:13:08.654 --> 00:13:09.514
you'll beat everybody.
00:13:09.955 --> 00:13:10.535
And that is true.
00:13:11.096 --> 00:13:13.096
I just started at Athelas, my day job,
00:13:13.758 --> 00:13:14.378
two months ago.
00:13:14.519 --> 00:13:15.698
And they gave me a ton of training,
00:13:15.960 --> 00:13:16.580
a ton of it.
00:13:16.600 --> 00:13:17.980
The problem is there's so much to learn,
00:13:18.201 --> 00:13:18.981
but they have a program
00:13:19.001 --> 00:13:20.623
where I can watch videos of
00:13:20.722 --> 00:13:21.624
other people doing
00:13:21.744 --> 00:13:23.424
demonstrations to get better.
00:13:24.206 --> 00:13:24.846
Do you want to know what I
00:13:24.885 --> 00:13:25.706
do when I wake up in the
00:13:25.726 --> 00:13:27.128
morning while I'm making eggs?
00:13:27.148 --> 00:13:28.229
I'm watching other demos.
00:13:28.408 --> 00:13:29.110
Is that sexy?
00:13:29.309 --> 00:13:30.029
Absolutely not.
00:13:30.090 --> 00:13:31.350
Will it make me better in a hundred days?
00:13:31.571 --> 00:13:31.912
Yes.
00:13:32.231 --> 00:13:32.851
Am I doing it?
00:13:33.312 --> 00:13:33.653
Yes.
00:13:33.972 --> 00:13:34.594
It's pushups.
00:13:35.653 --> 00:13:37.114
The problem with just doing
00:13:37.153 --> 00:13:38.955
push-ups is this guy, Fred,
00:13:38.995 --> 00:13:41.174
needs to know where to start.
00:13:41.195 --> 00:13:41.975
If he's willing to put the
00:13:42.014 --> 00:13:43.195
comment in the Facebook group,
00:13:43.355 --> 00:13:44.076
he's got to be willing to
00:13:44.115 --> 00:13:45.375
Google it and just watch
00:13:45.395 --> 00:13:46.255
what ten other people are
00:13:46.275 --> 00:13:47.255
doing and then do the
00:13:47.296 --> 00:13:48.155
push-ups every morning.
00:13:48.475 --> 00:13:49.255
I'm very sorry.
00:13:53.057 --> 00:13:53.817
That's the truth.
00:13:55.998 --> 00:13:58.298
Well, Kendrick said,
00:13:59.158 --> 00:14:00.398
I go back and forth with my
00:14:00.457 --> 00:14:01.678
partner about always paying
00:14:01.698 --> 00:14:02.499
for certain things.
00:14:03.158 --> 00:14:03.759
Why not
00:14:04.437 --> 00:14:06.038
while not wanting to do the
00:14:06.078 --> 00:14:08.140
things that cost less cold calling,
00:14:08.181 --> 00:14:10.123
visiting offices, dropping off cards.
00:14:10.682 --> 00:14:13.044
We did at one point, you know, history,
00:14:13.426 --> 00:14:14.826
we used to do everything ourselves.
00:14:14.907 --> 00:14:16.688
My wife and I, uh, we would,
00:14:17.229 --> 00:14:18.370
we would cook the meal.
00:14:18.390 --> 00:14:19.350
We'd take the meal to the
00:14:19.390 --> 00:14:20.331
physician office.
00:14:20.371 --> 00:14:21.553
We'd set up the buffet.
00:14:22.193 --> 00:14:23.254
We, we did all of that.
00:14:23.294 --> 00:14:24.495
We would go do drop-offs.
00:14:24.736 --> 00:14:26.557
I, I used to be so like,
00:14:27.698 --> 00:14:29.700
whatever the term is, guerrilla marketing.
00:14:29.801 --> 00:14:30.961
You guys remember that book.
00:14:31.761 --> 00:14:32.942
I would grab a bunch of free
00:14:32.981 --> 00:14:34.964
newspapers on Siesta Key.
00:14:35.083 --> 00:14:37.684
I'd stuff my flyer and brochure into it.
00:14:37.705 --> 00:14:38.566
And then I go around the
00:14:38.586 --> 00:14:40.006
neighborhood at two PM or
00:14:40.047 --> 00:14:42.187
two AM and throw those free
00:14:42.248 --> 00:14:43.388
newspapers into people's
00:14:43.428 --> 00:14:45.068
driveways around my clinic.
00:14:45.110 --> 00:14:47.390
Like I would do everything.
00:14:48.259 --> 00:14:49.620
Then we got enough money in
00:14:49.660 --> 00:14:50.321
the bank account.
00:14:50.360 --> 00:14:50.721
We did.
00:14:50.761 --> 00:14:51.761
We hired a person.
00:14:52.322 --> 00:14:53.663
She had been a patient.
00:14:54.144 --> 00:14:56.885
Then she was a retired
00:14:56.926 --> 00:14:59.388
marketing something for some company.
00:14:59.908 --> 00:15:00.587
And she was awesome.
00:15:00.707 --> 00:15:01.849
And we'd pay her a, you know,
00:15:01.889 --> 00:15:03.509
a twenty hour a week position.
00:15:03.529 --> 00:15:05.292
She'd go to all the physician offices.
00:15:06.852 --> 00:15:07.952
And of course, I mean.
00:15:08.913 --> 00:15:10.014
I'll get canceled for this,
00:15:10.073 --> 00:15:11.394
but she was cute.
00:15:11.434 --> 00:15:12.414
She was friendly.
00:15:12.475 --> 00:15:13.475
She was good looking.
00:15:13.755 --> 00:15:15.816
She could get past the front
00:15:15.855 --> 00:15:17.017
desk because she was old
00:15:17.057 --> 00:15:19.096
enough to talk to the receptionist,
00:15:19.457 --> 00:15:20.758
but she was still young
00:15:20.798 --> 00:15:22.057
enough and appealing enough
00:15:22.138 --> 00:15:24.938
and had communication skills, air quotes,
00:15:25.360 --> 00:15:26.740
to talk to the surgeons.
00:15:27.320 --> 00:15:28.280
And she did amazing.
00:15:28.301 --> 00:15:28.780
Oh, boy.
00:15:29.760 --> 00:15:30.681
And she really,
00:15:30.740 --> 00:15:32.662
when we were at like five locations,
00:15:33.621 --> 00:15:35.003
she did a tremendous job.
00:15:36.609 --> 00:15:38.490
Sam is saying what also I'm thinking,
00:15:39.190 --> 00:15:40.029
which is they know the
00:15:40.129 --> 00:15:41.071
answer to the question,
00:15:41.750 --> 00:15:44.011
that they know what the things are,
00:15:44.131 --> 00:15:45.032
and it's psychology,
00:15:45.052 --> 00:15:46.432
which is how do I get over
00:15:46.451 --> 00:15:49.253
my fear and awkwardness of doing,
00:15:49.312 --> 00:15:51.274
I'm using air quotes, doing social media,
00:15:51.894 --> 00:15:53.075
posting, knocking.
00:15:55.381 --> 00:15:57.264
Being hungry is a really
00:15:57.303 --> 00:15:59.025
good motivator and teacher, right?
00:15:59.066 --> 00:16:00.187
If you understand that the
00:16:00.288 --> 00:16:01.308
only difference between you
00:16:01.328 --> 00:16:02.910
and eating tomorrow is
00:16:02.971 --> 00:16:04.373
doing something awkward today,
00:16:04.692 --> 00:16:05.673
like you'll jump.
00:16:06.455 --> 00:16:09.418
So, you know, that, I don't know,
00:16:09.438 --> 00:16:10.519
maybe there's too much safety.
00:16:11.020 --> 00:16:11.861
That's the line, right?
00:16:11.902 --> 00:16:12.682
And I always screw it up.
00:16:13.490 --> 00:16:14.772
Right.
00:16:14.812 --> 00:16:16.374
When the when the pain of
00:16:16.433 --> 00:16:18.336
inaction is you only do you
00:16:18.355 --> 00:16:19.217
only do something when the
00:16:19.238 --> 00:16:20.899
pain of inaction is greater
00:16:20.919 --> 00:16:21.760
than the pain of action.
00:16:22.381 --> 00:16:23.322
I don't care if I'm out of
00:16:23.342 --> 00:16:24.364
shape and lazy if I'm on
00:16:24.403 --> 00:16:25.466
the couch until that
00:16:25.505 --> 00:16:27.509
bothers me enough that that
00:16:27.589 --> 00:16:28.570
hurts more than what
00:16:28.629 --> 00:16:30.673
pushups feel like that I do the pushups.
00:16:31.243 --> 00:16:33.604
But I will say now we have enough options.
00:16:33.663 --> 00:16:35.466
Like I still to this day
00:16:35.505 --> 00:16:37.687
will not go to like the
00:16:37.947 --> 00:16:39.727
Chamber of Commerce, you know,
00:16:39.768 --> 00:16:41.749
card exchange and go
00:16:41.869 --> 00:16:42.909
socialize and mingle.
00:16:42.929 --> 00:16:43.831
I'm never going to do that.
00:16:44.870 --> 00:16:46.131
We have so many options.
00:16:46.152 --> 00:16:46.331
Why?
00:16:46.351 --> 00:16:47.633
Because you don't like it or
00:16:47.653 --> 00:16:48.413
you don't think the juice
00:16:48.432 --> 00:16:49.173
is worth a squeeze?
00:16:50.782 --> 00:16:53.183
The juice is always worth the squeeze.
00:16:53.384 --> 00:16:54.804
If you put the effort in,
00:16:55.086 --> 00:16:56.547
I am not comfortable going
00:16:56.606 --> 00:16:58.067
up to a stranger and trying
00:16:58.107 --> 00:16:59.149
to sell my wares.
00:16:59.188 --> 00:17:00.389
So I'm, I'm going to,
00:17:00.448 --> 00:17:01.830
it's going to be a waste of time for me,
00:17:02.171 --> 00:17:03.591
but you do something great at it,
00:17:03.991 --> 00:17:05.133
but you're doing something else.
00:17:05.432 --> 00:17:05.712
Yeah.
00:17:05.792 --> 00:17:06.593
And that's what I'm saying.
00:17:06.613 --> 00:17:08.653
So there's other options.
00:17:09.054 --> 00:17:10.654
You know, if you don't like video,
00:17:10.775 --> 00:17:12.795
you could do podcasts for voice only.
00:17:12.836 --> 00:17:13.836
If you don't like voice,
00:17:13.855 --> 00:17:15.155
you could do written content.
00:17:15.175 --> 00:17:16.896
If you don't like that, again,
00:17:16.916 --> 00:17:18.696
you could go into church groups.
00:17:18.737 --> 00:17:20.518
You can go into sports.
00:17:20.538 --> 00:17:22.818
You can go into, you know, knitting clubs.
00:17:23.098 --> 00:17:24.159
There are so many
00:17:24.278 --> 00:17:26.720
opportunities to private Facebook groups.
00:17:27.079 --> 00:17:28.701
That's why I love this graphic, right?
00:17:29.615 --> 00:17:30.836
Because you change your who
00:17:31.256 --> 00:17:32.596
and everything else after it changes.
00:17:32.616 --> 00:17:33.977
That's why I disagree with Simon Sinek,
00:17:33.997 --> 00:17:34.116
right?
00:17:34.136 --> 00:17:35.038
When he says start with why.
00:17:35.077 --> 00:17:35.718
I say start with who.
00:17:35.917 --> 00:17:36.518
Get to why.
00:17:36.917 --> 00:17:38.679
That's why in this graphic, how, where,
00:17:38.699 --> 00:17:40.519
and when are like gray.
00:17:40.858 --> 00:17:42.259
Like they're monochromatic.
00:17:42.839 --> 00:17:44.700
You can put anything you want in there.
00:17:44.819 --> 00:17:46.381
Like it sort of doesn't matter.
00:17:46.800 --> 00:17:47.921
Do what's right for you.
00:17:48.000 --> 00:17:48.961
Like I have no problem
00:17:49.001 --> 00:17:50.582
speaking or networking, right?
00:17:50.602 --> 00:17:51.803
I'm going to one of those
00:17:51.843 --> 00:17:53.002
health to tech events again
00:17:53.383 --> 00:17:54.403
in Boston tomorrow.
00:17:54.883 --> 00:17:56.124
Dude, that's my playground.
00:17:56.743 --> 00:17:58.584
But if you asked me to write something,
00:17:58.884 --> 00:17:59.345
I'd be like,
00:18:00.525 --> 00:18:01.565
I'd sit there for three hours
00:18:01.605 --> 00:18:02.664
and get no words out.
00:18:03.226 --> 00:18:04.885
Understand yourself first.
00:18:04.905 --> 00:18:05.066
Yeah.
00:18:05.365 --> 00:18:06.326
Your how, where, when?
00:18:06.625 --> 00:18:07.446
Dude, it's infinite.
00:18:07.507 --> 00:18:07.646
Like,
00:18:07.727 --> 00:18:08.967
look at the thing you're watching or
00:18:09.007 --> 00:18:10.487
listening to this thing on right now.
00:18:10.826 --> 00:18:11.708
Like, that's insane.
00:18:11.948 --> 00:18:13.827
I heard someone a few years ago.
00:18:14.347 --> 00:18:14.847
I don't want to give him
00:18:14.887 --> 00:18:15.848
credit because he gave it
00:18:15.868 --> 00:18:16.749
to me in private.
00:18:17.528 --> 00:18:17.888
But he said,
00:18:18.329 --> 00:18:19.671
watching physical therapists
00:18:19.892 --> 00:18:22.434
argue on smartphones and chat rooms,
00:18:22.795 --> 00:18:23.796
it's like handing someone
00:18:23.855 --> 00:18:25.077
TheraBand and they just use
00:18:25.097 --> 00:18:25.897
it as a slingshot.
00:18:25.917 --> 00:18:26.159
It's like,
00:18:26.378 --> 00:18:28.961
I gave you a powerful tool that
00:18:28.981 --> 00:18:30.083
you would have died for
00:18:30.123 --> 00:18:31.384
twenty years ago and then
00:18:31.424 --> 00:18:32.486
handed it to you for free
00:18:32.625 --> 00:18:34.127
and you're just using it like an idiot.
00:18:34.307 --> 00:18:34.508
Amen.
00:18:34.528 --> 00:18:37.010
Amen.
00:18:37.131 --> 00:18:38.673
What are you bitching about?
00:18:39.355 --> 00:18:41.557
So let's give three tangible,
00:18:42.318 --> 00:18:43.740
actionable things right now,
00:18:43.900 --> 00:18:45.722
one from each of us that
00:18:45.782 --> 00:18:47.505
play to our strengths that
00:18:47.585 --> 00:18:48.925
maybe this person will want
00:18:48.945 --> 00:18:50.367
to use or anybody who's out there.
00:18:50.708 --> 00:18:52.891
So if I was a mobile therapist today,
00:18:53.230 --> 00:18:55.413
starting with zero, I had no connections,
00:18:55.493 --> 00:18:56.694
no networks, nothing.
00:18:57.296 --> 00:18:58.516
I would create a free
00:18:58.536 --> 00:19:00.836
YouTube account with zero subscribers.
00:19:01.436 --> 00:19:02.636
I would start reaching out
00:19:02.676 --> 00:19:04.597
to local referral sources,
00:19:04.637 --> 00:19:06.057
whether they be physicians
00:19:06.178 --> 00:19:08.378
or non-physicians, anybody,
00:19:08.439 --> 00:19:09.979
massage therapists, chiropractors,
00:19:10.019 --> 00:19:10.420
whoever.
00:19:11.160 --> 00:19:12.440
And I would literally start
00:19:12.480 --> 00:19:13.819
inviting them on to do a
00:19:13.880 --> 00:19:15.141
ten-minute interview to
00:19:15.221 --> 00:19:16.480
highlight their specialty
00:19:16.520 --> 00:19:17.260
and what they're doing.
00:19:17.381 --> 00:19:19.281
I would just ask them three questions.
00:19:19.761 --> 00:19:20.722
I would tell them you can
00:19:20.762 --> 00:19:22.144
pick from any of the ten,
00:19:22.204 --> 00:19:23.567
but I'll just do three.
00:19:23.886 --> 00:19:25.148
You could do it from your office.
00:19:25.429 --> 00:19:27.152
Here's a free Zoom link for
00:19:27.172 --> 00:19:28.353
a free Zoom account.
00:19:28.733 --> 00:19:30.395
And I would just start those
00:19:30.576 --> 00:19:32.258
interviews with my phone.
00:19:32.597 --> 00:19:34.180
No special equipment, nothing.
00:19:34.840 --> 00:19:35.622
I would get that out there.
00:19:35.642 --> 00:19:37.343
And I'm not doing it because
00:19:37.383 --> 00:19:38.624
of the YouTube audience
00:19:38.683 --> 00:19:39.684
that doesn't exist.
00:19:39.765 --> 00:19:42.086
I'm doing it for reciprocity
00:19:42.105 --> 00:19:44.367
because that doctor is then going to say,
00:19:44.688 --> 00:19:46.549
hey, this guy, I never heard of this.
00:19:46.609 --> 00:19:47.470
What do you do again?
00:19:47.710 --> 00:19:49.471
Oh, you go to patients homes.
00:19:49.971 --> 00:19:51.432
Now that's one seed that was
00:19:51.492 --> 00:19:53.875
planted that will grow over time.
00:19:54.154 --> 00:19:55.375
So that's what I would do.
00:19:55.415 --> 00:19:56.656
But that plays to my strengths.
00:19:56.997 --> 00:19:59.098
Yeah, I would do that and I would make it,
00:19:59.159 --> 00:20:00.460
I would even lower the bar,
00:20:00.500 --> 00:20:02.401
but raise the virality is
00:20:02.781 --> 00:20:04.843
you steal what the guy from
00:20:05.243 --> 00:20:05.983
Morning Brew does,
00:20:06.003 --> 00:20:07.204
a sixty second startup.
00:20:07.705 --> 00:20:08.205
Same thing,
00:20:08.226 --> 00:20:09.527
but the whole thing isn't five minutes,
00:20:09.547 --> 00:20:11.189
it's sixty seconds, right?
00:20:11.368 --> 00:20:12.410
You're gonna pick three questions,
00:20:12.430 --> 00:20:12.950
you're gonna tell me,
00:20:13.230 --> 00:20:14.550
you're gonna tell me about you.
00:20:15.551 --> 00:20:16.732
But it's not bragging when
00:20:17.053 --> 00:20:18.993
I'm interviewing you and I'm saying, Dave,
00:20:19.054 --> 00:20:20.134
tell me three things about
00:20:20.174 --> 00:20:21.115
concierge pain relief.
00:20:21.174 --> 00:20:22.115
Do this, do this, do this.
00:20:22.596 --> 00:20:23.135
And then you just,
00:20:23.236 --> 00:20:24.257
you can clip it together on
00:20:24.297 --> 00:20:25.518
the free apps on your phone.
00:20:25.837 --> 00:20:26.538
And the whole thing,
00:20:26.557 --> 00:20:27.398
the whole interaction is
00:20:27.419 --> 00:20:28.378
gonna be five minutes.
00:20:29.019 --> 00:20:30.180
Even if no one watches it,
00:20:30.279 --> 00:20:32.320
they walk away with a video about them.
00:20:32.361 --> 00:20:34.541
It's the ultimate door opener, right?
00:20:34.563 --> 00:20:35.583
It's why guys are supposed,
00:20:35.643 --> 00:20:36.624
it's why apparently,
00:20:36.844 --> 00:20:38.224
it's why guys buy girls drinks.
00:20:38.265 --> 00:20:38.984
It's a door opener.
00:20:39.065 --> 00:20:40.105
Hey, let me get something for you.
00:20:40.385 --> 00:20:41.266
How do I help you out?
00:20:41.806 --> 00:20:43.047
Do that ten times and you
00:20:43.067 --> 00:20:44.288
don't think you get one referral?
00:20:45.423 --> 00:20:46.305
And the only thing I would
00:20:46.325 --> 00:20:47.444
add is the mentality shift
00:20:47.525 --> 00:20:49.385
of if I told you you had to
00:20:49.425 --> 00:20:50.707
fail ten times in a row and
00:20:50.727 --> 00:20:51.426
then you could quit for the
00:20:51.446 --> 00:20:52.327
day and you don't have to
00:20:52.347 --> 00:20:53.147
work until tomorrow,
00:20:53.387 --> 00:20:54.788
you'd fail as fast as you could.
00:20:55.128 --> 00:20:56.170
Ask ten people if they'll be
00:20:56.190 --> 00:20:56.710
willing to do.
00:20:57.330 --> 00:20:58.131
I would name it this.
00:20:58.171 --> 00:20:59.451
I will give this one one
00:20:59.471 --> 00:21:00.451
piece of tactical advice.
00:21:00.972 --> 00:21:02.153
I live in the town of Montgomery.
00:21:02.532 --> 00:21:04.294
I would say make it sixty
00:21:04.354 --> 00:21:05.835
second Montgomery and make
00:21:05.954 --> 00:21:07.215
everything about the community.
00:21:07.256 --> 00:21:07.395
Right.
00:21:07.415 --> 00:21:08.517
Because that person probably
00:21:08.557 --> 00:21:09.717
wants to be known in their community,
00:21:09.757 --> 00:21:10.057
too.
00:21:10.377 --> 00:21:11.498
They now see you as a way
00:21:11.518 --> 00:21:12.558
for them to get known.
00:21:15.498 --> 00:21:17.779
To expand on the Tony video thing,
00:21:17.920 --> 00:21:19.681
when you have the physician,
00:21:19.701 --> 00:21:20.701
the nurse case manager,
00:21:20.721 --> 00:21:21.902
whoever on the Zoom video,
00:21:22.423 --> 00:21:23.884
you start the video and
00:21:23.903 --> 00:21:25.244
then you introduce yourself.
00:21:25.285 --> 00:21:26.786
Like, all right, everyone, hey,
00:21:26.826 --> 00:21:27.346
welcome back.
00:21:27.486 --> 00:21:28.646
This is Dr. Dave Kittle.
00:21:28.686 --> 00:21:29.507
I'm the owner of Concierge
00:21:29.527 --> 00:21:30.488
Pain Relief Home Physical
00:21:30.528 --> 00:21:32.009
Therapy and we specialize in.
00:21:32.449 --> 00:21:33.089
And then, you know,
00:21:33.130 --> 00:21:34.411
today we have physician,
00:21:34.451 --> 00:21:36.011
doctor so-and-so and blah, blah, blah.
00:21:36.051 --> 00:21:36.872
And you kick it over to them.
00:21:37.212 --> 00:21:38.393
So even on the video,
00:21:38.673 --> 00:21:40.114
the person that is sitting there,
00:21:40.474 --> 00:21:41.555
they heard your little
00:21:41.915 --> 00:21:43.856
pitch on who you specialize in helping.
00:21:44.356 --> 00:21:45.178
They've just heard it.
00:21:46.239 --> 00:21:47.901
but you're not pitching it to them.
00:21:47.921 --> 00:21:49.061
You're doing it on the video.
00:21:49.462 --> 00:21:50.923
So then they have the deliverable.
00:21:50.943 --> 00:21:52.165
Like Tony said, they have the video,
00:21:52.226 --> 00:21:53.326
they have the link you put on YouTube,
00:21:53.366 --> 00:21:53.667
whatever.
00:21:54.288 --> 00:21:55.169
They're going to play it back.
00:21:55.189 --> 00:21:55.690
They're going to listen
00:21:55.710 --> 00:21:56.310
because they want to see
00:21:56.371 --> 00:21:57.992
how they sounded and looked and all that.
00:21:58.333 --> 00:21:59.755
Then they hear you with the intro.
00:21:59.775 --> 00:22:00.796
Like we specialize in
00:22:01.175 --> 00:22:02.557
neurological conditions or
00:22:02.657 --> 00:22:03.719
aches and pains for busy
00:22:03.759 --> 00:22:05.141
professionals or whatever your thing is.
00:22:06.198 --> 00:22:07.538
then they hear it and see it again,
00:22:07.578 --> 00:22:08.058
you pitching.
00:22:08.138 --> 00:22:10.580
And so the question of this
00:22:10.641 --> 00:22:11.381
marketing thing, Tony,
00:22:11.500 --> 00:22:13.262
is someone who needs
00:22:13.423 --> 00:22:14.762
patients right away or in
00:22:14.804 --> 00:22:17.664
the near future or both?
00:22:18.266 --> 00:22:18.546
Both.
00:22:19.359 --> 00:22:20.260
All right, let's say,
00:22:20.300 --> 00:22:21.582
so if I need a patient right away,
00:22:21.903 --> 00:22:24.125
I go on LinkedIn, I look up concierge,
00:22:24.204 --> 00:22:26.488
nurse, case managers, concierge, nursing.
00:22:27.288 --> 00:22:28.730
I DM all of them.
00:22:28.849 --> 00:22:29.651
You connect with them.
00:22:31.133 --> 00:22:32.034
Let me rephrase that.
00:22:32.394 --> 00:22:33.875
I'm not even going to say
00:22:33.915 --> 00:22:35.657
need money or need patients right away.
00:22:35.678 --> 00:22:37.900
I'm going to say needs money right away.
00:22:38.079 --> 00:22:38.161
Okay.
00:22:38.984 --> 00:22:39.845
Well,
00:22:39.904 --> 00:22:42.406
need money right away is you got to
00:22:42.426 --> 00:22:43.166
go for the right hook.
00:22:43.207 --> 00:22:44.468
You can't even do the jab, jab, jab.
00:22:44.488 --> 00:22:45.387
You got to go for the right hook.
00:22:45.407 --> 00:22:47.169
So that is you're DMing all
00:22:47.189 --> 00:22:48.308
these nurse case managers,
00:22:48.869 --> 00:22:50.550
any of these concierge
00:22:50.990 --> 00:22:53.632
nursing companies and saying, hey,
00:22:54.653 --> 00:22:56.113
we specialize in X, Y,
00:22:56.173 --> 00:22:57.993
Z. I would love to hear
00:22:58.374 --> 00:22:59.575
your current challenges or
00:22:59.615 --> 00:23:00.795
what you guys specialize in.
00:23:01.215 --> 00:23:03.196
We currently have clients in this zip code,
00:23:03.217 --> 00:23:03.876
this zip code,
00:23:03.896 --> 00:23:05.458
this zip code that have these conditions.
00:23:06.778 --> 00:23:08.219
know anyone that needs
00:23:08.358 --> 00:23:10.160
therapy for these types of
00:23:10.220 --> 00:23:11.240
issues or challenges or
00:23:11.280 --> 00:23:12.682
conditions and they might
00:23:12.741 --> 00:23:13.902
say yes now but that's a
00:23:13.961 --> 00:23:14.742
right hook so you're going
00:23:14.762 --> 00:23:15.423
to get some people that
00:23:15.482 --> 00:23:17.345
don't respond so if you did
00:23:17.365 --> 00:23:18.525
this a month ahead of time
00:23:18.846 --> 00:23:20.866
you dm them and you say hey
00:23:21.527 --> 00:23:23.428
um are you guys looking are
00:23:23.448 --> 00:23:24.368
you accepting more new
00:23:24.409 --> 00:23:25.410
patients and clients at
00:23:25.430 --> 00:23:27.211
your nursing company
00:23:27.611 --> 00:23:28.892
because we have patients
00:23:28.951 --> 00:23:30.113
even if you don't but you
00:23:30.133 --> 00:23:31.073
want to try to refer people
00:23:31.093 --> 00:23:32.294
to them but that takes more time
00:23:32.662 --> 00:23:33.763
Right,
00:23:34.244 --> 00:23:35.627
I would change your right hook into
00:23:35.688 --> 00:23:36.128
a jab.
00:23:36.189 --> 00:23:37.771
I would yes and what you're just saying.
00:23:38.153 --> 00:23:39.575
And I heard someone who started a very,
00:23:39.595 --> 00:23:41.137
very successful practice doing this.
00:23:42.421 --> 00:23:43.622
can I help you take care of
00:23:43.642 --> 00:23:45.182
your hardest to treat clients?
00:23:45.242 --> 00:23:46.503
The ones you, the ones that are,
00:23:46.544 --> 00:23:47.503
when you see them on there,
00:23:47.564 --> 00:23:49.065
I know physician Smith,
00:23:49.345 --> 00:23:50.726
you have these really hard
00:23:50.746 --> 00:23:52.146
to deal with older adult patients.
00:23:52.166 --> 00:23:52.807
You want to get them better.
00:23:52.826 --> 00:23:53.807
It's like almost not an ask.
00:23:54.228 --> 00:23:55.308
Cause what you're doing is you're saying,
00:23:55.548 --> 00:23:56.910
can I, can I take out your garbage?
00:23:57.069 --> 00:23:57.190
Like,
00:23:57.230 --> 00:23:59.010
can I do the task you don't want to do?
00:23:59.352 --> 00:24:01.373
And that's a jab to them,
00:24:01.613 --> 00:24:02.713
but it's a right hook to you.
00:24:02.814 --> 00:24:03.693
And just to be clear,
00:24:03.753 --> 00:24:05.474
Dave is using Gary V
00:24:05.515 --> 00:24:08.076
vernacular where a jab is a give and
00:24:08.156 --> 00:24:08.917
Like I'm going to give you
00:24:09.458 --> 00:24:10.819
thirty second videos for a
00:24:10.900 --> 00:24:12.300
year when you watch on Instagram.
00:24:12.320 --> 00:24:13.061
And by the time I come out
00:24:13.082 --> 00:24:14.282
with a book for twenty two dollars,
00:24:14.323 --> 00:24:16.846
you're like, that's the ask by my book.
00:24:16.865 --> 00:24:17.866
That's the right hook
00:24:18.126 --> 00:24:19.448
because it's something about me.
00:24:19.749 --> 00:24:20.910
But by the time you hear
00:24:20.950 --> 00:24:21.951
that right hook or you get
00:24:21.990 --> 00:24:22.672
pitched that right hook,
00:24:23.031 --> 00:24:24.313
you feel like you owe that person.
00:24:25.153 --> 00:24:26.875
That if you had to turn it around quickly,
00:24:26.934 --> 00:24:27.175
if I,
00:24:27.256 --> 00:24:28.516
if you said I had to make a thousand
00:24:28.536 --> 00:24:30.657
dollars tomorrow, I would DM people like,
00:24:31.238 --> 00:24:33.140
who were your hardest to treat patients?
00:24:33.380 --> 00:24:33.980
I'd love to,
00:24:34.079 --> 00:24:35.201
I'd love to assist you in
00:24:35.221 --> 00:24:35.942
taking care of them.
00:24:35.961 --> 00:24:37.242
Cause that's like, okay.
00:24:37.262 --> 00:24:37.502
Yeah.
00:24:37.603 --> 00:24:39.044
Instead of, cause what people are,
00:24:39.084 --> 00:24:40.045
it's a pattern disruption.
00:24:40.224 --> 00:24:41.486
What people are normally hearing is like,
00:24:41.746 --> 00:24:42.946
how can I have the easy thing?
00:24:43.839 --> 00:24:46.642
And that's easy, right?
00:24:46.682 --> 00:24:47.942
I got fifty people competing
00:24:47.982 --> 00:24:48.782
for the easy thing.
00:24:49.183 --> 00:24:49.943
You're the only person
00:24:49.983 --> 00:24:50.924
competing for the hard thing.
00:24:51.065 --> 00:24:51.565
Funny thing is,
00:24:51.625 --> 00:24:52.786
if you do the hard thing ten times,
00:24:52.806 --> 00:24:54.007
they'll hand you the easy
00:24:54.027 --> 00:24:54.547
thing because they feel
00:24:54.567 --> 00:24:55.468
like they owe you.
00:24:55.508 --> 00:24:56.608
There's that word reciprocity.
00:24:57.284 --> 00:24:58.884
So that's how we got established.
00:24:59.345 --> 00:25:01.307
When we first moved to Ohio,
00:25:01.606 --> 00:25:03.867
I had no direct referral relationships.
00:25:03.969 --> 00:25:06.150
My wife had a big family locally,
00:25:06.190 --> 00:25:07.151
but I had nothing.
00:25:07.770 --> 00:25:10.873
I went to the local rheumatologist.
00:25:10.893 --> 00:25:12.273
He had just come to town also.
00:25:12.354 --> 00:25:12.815
I said, hey,
00:25:13.194 --> 00:25:15.316
send me all your fibromyalgia referrals.
00:25:15.556 --> 00:25:16.737
Nobody else wants to treat them.
00:25:16.797 --> 00:25:17.778
Nobody else wants them.
00:25:18.018 --> 00:25:18.858
Send them my way.
00:25:18.959 --> 00:25:20.058
I will take good care of them.
00:25:20.480 --> 00:25:21.961
I guarantee I won't make them worse.
00:25:22.441 --> 00:25:23.422
I probably won't make them better.
00:25:23.981 --> 00:25:25.525
But I guarantee I want to make them worse.
00:25:26.266 --> 00:25:27.247
That's a great line.
00:25:27.287 --> 00:25:28.148
I guarantee.
00:25:28.169 --> 00:25:28.829
Think about that because the
00:25:28.930 --> 00:25:30.291
average person is I'm the best.
00:25:30.412 --> 00:25:32.295
I'll make them better in three visits.
00:25:32.315 --> 00:25:32.796
So real.
00:25:32.955 --> 00:25:33.757
So real.
00:25:33.797 --> 00:25:34.519
And it's honest.
00:25:34.618 --> 00:25:36.761
And people that it's honesty.
00:25:36.801 --> 00:25:37.844
So damn rare.
00:25:38.144 --> 00:25:39.165
The bar is so low.
00:25:39.894 --> 00:25:42.977
So my first one about the video interviews,
00:25:43.037 --> 00:25:44.237
that's more long-term.
00:25:44.297 --> 00:25:45.778
If I needed money today,
00:25:47.239 --> 00:25:49.079
I've been working on these graphics.
00:25:49.400 --> 00:25:50.901
So this is a graphic I
00:25:50.980 --> 00:25:53.241
prompted ChatGPT and one of
00:25:53.281 --> 00:25:55.022
the image generators within it.
00:25:55.803 --> 00:25:57.884
I said, give me an image of an older man.
00:25:58.364 --> 00:26:01.526
I think I said seventy five who fell,
00:26:02.026 --> 00:26:04.267
clearly slid out of his bed.
00:26:04.326 --> 00:26:04.426
Now,
00:26:04.446 --> 00:26:06.188
these are important words because this
00:26:06.228 --> 00:26:06.928
is what's happening.
00:26:07.048 --> 00:26:08.229
This is what happened to my dad,
00:26:08.288 --> 00:26:09.689
my my family members.
00:26:10.388 --> 00:26:12.509
He was getting in bed, slid out of his bed,
00:26:12.589 --> 00:26:13.330
got on the floor.
00:26:13.911 --> 00:26:14.731
Give me an image.
00:26:14.811 --> 00:26:16.073
He's a little bit overweight.
00:26:16.512 --> 00:26:17.314
He's fully,
00:26:17.794 --> 00:26:19.474
I specifically said fully dressed,
00:26:19.595 --> 00:26:20.935
pajamas, head to toe.
00:26:21.416 --> 00:26:23.137
I said, put his wife next to him,
00:26:23.298 --> 00:26:24.298
also older.
00:26:25.380 --> 00:26:26.901
She's consoling him,
00:26:27.080 --> 00:26:28.781
but she's unable to get him
00:26:28.942 --> 00:26:29.643
off the ground.
00:26:30.182 --> 00:26:32.566
He is clearly stressed and uncomfortable.
00:26:32.965 --> 00:26:34.587
She feels terrible because
00:26:34.627 --> 00:26:36.569
she can't help him generate
00:26:36.609 --> 00:26:37.411
this image for me.
00:26:37.631 --> 00:26:38.932
This is the image that comes up.
00:26:38.972 --> 00:26:39.752
Beautiful image.
00:26:39.834 --> 00:26:40.493
I think it's great.
00:26:41.035 --> 00:26:44.077
Now I need money in my bank account today,
00:26:44.157 --> 00:26:45.680
tomorrow, this week.
00:26:46.240 --> 00:26:48.962
I put this along with a long form copy.
00:26:50.160 --> 00:26:52.941
of, you know, the story about the person,
00:26:53.221 --> 00:26:55.480
the person who they, they,
00:26:55.641 --> 00:26:56.981
it was a non-emergency fall.
00:26:57.061 --> 00:26:58.422
You guys know, I've shared this before,
00:26:58.442 --> 00:26:59.362
non-emergency.
00:26:59.702 --> 00:27:00.682
They're embarrassed to call
00:27:00.702 --> 00:27:02.343
the paramedics or the firefighters.
00:27:02.363 --> 00:27:03.123
They've called them three
00:27:03.163 --> 00:27:04.403
times this month already.
00:27:04.784 --> 00:27:05.003
They,
00:27:05.124 --> 00:27:07.464
they know they have adult children
00:27:07.525 --> 00:27:09.424
locally, but if they call them again,
00:27:09.805 --> 00:27:10.984
they're going to feel bad.
00:27:11.025 --> 00:27:12.986
They have their own jobs, their own kids.
00:27:13.346 --> 00:27:15.385
Dave was up all night with his baby.
00:27:16.046 --> 00:27:17.666
This is the reality of life.
00:27:17.807 --> 00:27:20.047
If I'm Dave's dad stuck on the floor,
00:27:20.666 --> 00:27:22.008
I am not going to call Dave
00:27:22.028 --> 00:27:23.528
because I know he's too busy.
00:27:23.968 --> 00:27:25.448
But if there was a solution
00:27:25.468 --> 00:27:26.587
that I could call somebody
00:27:26.607 --> 00:27:27.607
in for three hundred,
00:27:27.647 --> 00:27:28.669
five hundred dollars in the
00:27:28.709 --> 00:27:29.348
middle of the night,
00:27:29.388 --> 00:27:30.249
they were willing to come
00:27:30.308 --> 00:27:33.588
over and help me discreetly, quietly,
00:27:33.809 --> 00:27:35.809
without making a big deal out of it.
00:27:36.349 --> 00:27:36.990
I'm going to do it.
00:27:37.509 --> 00:27:39.069
And so these are the kinds
00:27:39.109 --> 00:27:40.090
of high urgency.
00:27:40.111 --> 00:27:41.990
There is a guy named Victor Antonio.
00:27:42.711 --> 00:27:44.634
I found his YouTube videos years ago.
00:27:44.814 --> 00:27:46.115
He had an acronym.
00:27:46.695 --> 00:27:49.179
One of the letters was U for urgency.
00:27:49.759 --> 00:27:50.240
And I said,
00:27:50.461 --> 00:27:52.423
we're too obsessed trying to
00:27:52.482 --> 00:27:54.226
fix long-term problems.
00:27:54.645 --> 00:27:57.148
Parkinson's, neurodegenerative change,
00:27:57.328 --> 00:27:59.692
arthritis, all this stuff, like decades.
00:28:00.292 --> 00:28:01.574
Give me something that is
00:28:01.673 --> 00:28:03.236
high urgency right now.
00:28:03.355 --> 00:28:04.737
Somebody cuts your leg off
00:28:04.777 --> 00:28:05.978
and sews it back together.
00:28:06.218 --> 00:28:07.338
You get a knee replacement.
00:28:07.740 --> 00:28:08.720
That's high urgency.
00:28:09.060 --> 00:28:10.402
Those patients never cancel.
00:28:10.422 --> 00:28:11.323
They always show up.
00:28:11.343 --> 00:28:12.483
They will do anything to get
00:28:12.523 --> 00:28:13.163
into the clinic.
00:28:13.605 --> 00:28:15.926
You show me a geriatric who's on the floor,
00:28:15.967 --> 00:28:16.887
who's embarrassed to call
00:28:16.928 --> 00:28:18.249
the paramedics again.
00:28:19.009 --> 00:28:19.990
but they have the money and
00:28:20.009 --> 00:28:21.329
the resources they're going
00:28:21.349 --> 00:28:23.471
to pay to get a discreet
00:28:23.530 --> 00:28:25.491
help to come over to their house.
00:28:25.932 --> 00:28:27.112
Like these are the things
00:28:27.132 --> 00:28:27.952
that if I needed money
00:28:27.992 --> 00:28:29.272
today that I would put out
00:28:29.413 --> 00:28:30.653
into the community.
00:28:31.108 --> 00:28:32.609
So this is the difference, in my opinion,
00:28:32.650 --> 00:28:34.392
of understanding this is again,
00:28:34.592 --> 00:28:36.073
this is why my graphic here
00:28:36.554 --> 00:28:37.473
starts with who
00:28:38.015 --> 00:28:39.375
understanding your audience
00:28:39.996 --> 00:28:42.038
and it understands the
00:28:42.198 --> 00:28:43.859
psychographic of an
00:28:43.880 --> 00:28:45.840
individual or individuals
00:28:46.382 --> 00:28:47.803
versus the demographic and
00:28:47.843 --> 00:28:49.584
demographic is very objective.
00:28:49.683 --> 00:28:51.085
It is male, female.
00:28:52.026 --> 00:28:54.269
age geography zip code
00:28:54.288 --> 00:28:55.891
whatever condition that's
00:28:55.911 --> 00:28:57.211
still psychographic right
00:28:57.593 --> 00:28:58.653
and then you get into sorry
00:28:58.673 --> 00:28:59.515
that's still demographic
00:28:59.535 --> 00:29:00.576
you get into psychographic
00:29:00.615 --> 00:29:02.038
it's like what are the
00:29:02.117 --> 00:29:04.259
emotions that are underlying those things
00:29:05.136 --> 00:29:05.317
Right.
00:29:05.517 --> 00:29:06.817
I bet you if you AB tested a
00:29:06.857 --> 00:29:07.838
bunch of ads and said,
00:29:08.219 --> 00:29:09.240
if you're between the ages
00:29:09.279 --> 00:29:10.441
of seventy five and ninety
00:29:10.480 --> 00:29:11.761
five and this and this zip
00:29:11.781 --> 00:29:13.702
code and you have, you know,
00:29:13.722 --> 00:29:15.044
sign up for physical therapy,
00:29:15.464 --> 00:29:17.566
that would get minimal response.
00:29:17.906 --> 00:29:18.686
But if you said,
00:29:19.106 --> 00:29:20.489
are you afraid of falling?
00:29:20.568 --> 00:29:21.368
We have something that could
00:29:21.388 --> 00:29:22.289
discreetly help.
00:29:22.589 --> 00:29:23.891
You've identified a fear,
00:29:23.971 --> 00:29:25.692
afraid of falling and also
00:29:25.711 --> 00:29:26.692
a reason you might not call
00:29:26.732 --> 00:29:29.015
because of urgency, which is discretion.
00:29:29.174 --> 00:29:30.175
I don't want to make a big deal.
00:29:30.336 --> 00:29:31.317
Oh, don't worry about it.
00:29:32.136 --> 00:29:33.258
What happens when someone,
00:29:33.618 --> 00:29:34.960
doesn't matter their age,
00:29:35.359 --> 00:29:36.320
falls in public?
00:29:36.861 --> 00:29:38.061
The first thing they do
00:29:38.082 --> 00:29:39.182
before they actually assess
00:29:39.202 --> 00:29:40.523
themselves to see if they're okay,
00:29:40.884 --> 00:29:41.644
they say, I'm okay.
00:29:42.965 --> 00:29:43.787
Because people don't want to
00:29:43.826 --> 00:29:45.428
meet the center of attention negatively.
00:29:45.548 --> 00:29:47.349
They don't want, I'm fine, I'm fine,
00:29:47.609 --> 00:29:48.070
I'm fine.
00:29:48.530 --> 00:29:50.172
Before they even assess themselves,
00:29:50.451 --> 00:29:51.953
I'm fine, I'm fine, I'm fine.
00:29:52.193 --> 00:29:53.295
What happens when your kid falls?
00:29:53.494 --> 00:29:55.936
You're fine, you're fine.
00:29:56.196 --> 00:29:57.057
Because we don't want it to
00:29:57.077 --> 00:29:57.798
happen because we know what
00:29:57.817 --> 00:29:58.318
it feels like.
00:30:00.778 --> 00:30:02.538
There is a solution in Manhattan,
00:30:03.398 --> 00:30:04.319
in most buildings,
00:30:04.759 --> 00:30:06.000
for when people that are, you know,
00:30:06.039 --> 00:30:06.859
seventy, eighty, whatever,
00:30:06.940 --> 00:30:07.641
and slide out of bed and
00:30:07.681 --> 00:30:08.580
fall on the ground like this.
00:30:09.020 --> 00:30:10.080
Do you guys know?
00:30:10.101 --> 00:30:10.422
Doorman?
00:30:10.442 --> 00:30:10.942
Can you guess?
00:30:11.321 --> 00:30:11.521
Doorman.
00:30:11.561 --> 00:30:12.741
Exactly, the doorman.
00:30:13.122 --> 00:30:14.323
In so many buildings,
00:30:15.042 --> 00:30:16.724
over the years they will
00:30:16.765 --> 00:30:17.526
just call down to their
00:30:17.546 --> 00:30:18.606
front desk their doorman
00:30:19.366 --> 00:30:21.849
and so I don't think that
00:30:21.869 --> 00:30:22.730
this would work in
00:30:22.790 --> 00:30:24.092
manhattan unless unless
00:30:24.112 --> 00:30:24.932
they live in a building in
00:30:24.972 --> 00:30:25.794
manhattan or brooklyn or
00:30:25.814 --> 00:30:26.855
whatever that didn't have a
00:30:26.894 --> 00:30:27.875
concierge front desk
00:30:27.895 --> 00:30:29.297
doorman because these
00:30:29.336 --> 00:30:30.077
doormen they you know they
00:30:30.097 --> 00:30:31.118
tip them in you know in
00:30:31.138 --> 00:30:32.820
december and there's a you
00:30:32.840 --> 00:30:34.061
know a relationship with
00:30:34.102 --> 00:30:35.063
most of these folks and
00:30:35.083 --> 00:30:36.144
they give them you know
00:30:37.085 --> 00:30:38.266
christmas cards and holiday
00:30:38.286 --> 00:30:38.945
gifts and all that type of
00:30:38.965 --> 00:30:40.326
stuff so if they have a
00:30:40.346 --> 00:30:41.948
doorman I know for sure
00:30:41.988 --> 00:30:43.208
like I've I've had like
00:30:43.248 --> 00:30:44.489
between one visit the next
00:30:44.509 --> 00:30:45.249
visit over the years
00:30:45.529 --> 00:30:46.349
they're like oh yeah you
00:30:46.369 --> 00:30:47.210
know someone so yeah he's
00:30:47.369 --> 00:30:48.310
you know he slipped out of
00:30:48.351 --> 00:30:49.791
bed last night and you know
00:30:49.832 --> 00:30:50.852
so you know johnny at the
00:30:50.892 --> 00:30:52.153
front desk you know came up
00:30:52.192 --> 00:30:53.053
and he was nice enough to
00:30:53.413 --> 00:30:54.334
you know help him up so
00:30:54.354 --> 00:30:55.075
look at that the the the
00:30:56.075 --> 00:30:57.415
the primary function of a
00:30:57.476 --> 00:30:58.736
doorman is not to open the
00:30:58.797 --> 00:31:01.337
door it's to be there
00:31:02.861 --> 00:31:03.361
You know what I mean?
00:31:03.401 --> 00:31:04.741
It's like I need someone to
00:31:04.862 --> 00:31:06.083
do all the things that
00:31:06.383 --> 00:31:08.424
would be a dollar charge each time,
00:31:08.484 --> 00:31:10.086
but they just say, well, we,
00:31:10.246 --> 00:31:12.007
everybody in this building needs someone,
00:31:12.086 --> 00:31:12.708
so why don't we just all
00:31:12.748 --> 00:31:13.607
pool the resources?
00:31:13.948 --> 00:31:14.989
And then we've got Johnny at
00:31:15.009 --> 00:31:15.710
the front door,
00:31:16.230 --> 00:31:17.550
and I don't think his job
00:31:17.570 --> 00:31:18.250
is to open the door.
00:31:18.290 --> 00:31:19.332
I think it's to be there
00:31:19.852 --> 00:31:20.633
with exactly that.
00:31:20.873 --> 00:31:22.653
So how would you expound on that?
00:31:22.693 --> 00:31:24.095
It would only work in cities with doormen.
00:31:24.355 --> 00:31:25.715
Be Johnny's best friend and go,
00:31:26.036 --> 00:31:27.396
if it ever gets too much
00:31:27.436 --> 00:31:28.337
for you to handle,
00:31:28.698 --> 00:31:29.858
this is my card you call mine.
00:31:29.878 --> 00:31:31.319
Because I'm sure they don't want to do it.
00:31:31.460 --> 00:31:32.820
I'm sure the front desk â
00:31:34.582 --> 00:31:35.442
They want to do enough,
00:31:35.482 --> 00:31:37.324
but once they realize it's true, listen,
00:31:37.384 --> 00:31:38.825
if it's not the emergency room,
00:31:38.865 --> 00:31:40.506
but if it's above what you
00:31:40.546 --> 00:31:41.527
think you need to handle,
00:31:41.826 --> 00:31:43.008
but not an ambulance,
00:31:43.228 --> 00:31:44.068
that's where I live.
00:31:44.229 --> 00:31:44.808
You call Dave.
00:31:45.630 --> 00:31:46.611
But this is the perfect
00:31:46.651 --> 00:31:48.291
reason why just giving a
00:31:48.352 --> 00:31:50.353
marketing strategy does not work.
00:31:50.373 --> 00:31:50.834
Correct.
00:31:51.114 --> 00:31:52.555
Because like I've never
00:31:52.615 --> 00:31:54.016
lived in an apartment building.
00:31:54.215 --> 00:31:56.037
I've never even considered a doorman.
00:31:56.096 --> 00:31:57.198
This is something that is so
00:31:57.278 --> 00:31:58.898
foreign and different to me.
00:31:59.519 --> 00:32:01.540
What works for me here is,
00:32:01.661 --> 00:32:02.601
Small community,
00:32:02.661 --> 00:32:04.501
lots of houses close together.
00:32:04.922 --> 00:32:06.041
I even think back to when I
00:32:06.061 --> 00:32:07.042
was in Sarasota,
00:32:07.103 --> 00:32:08.403
lots of mobile home parks,
00:32:08.462 --> 00:32:09.804
lots of geriatrics.
00:32:09.844 --> 00:32:10.104
You know,
00:32:10.144 --> 00:32:11.624
they have the three steps to entry.
00:32:12.164 --> 00:32:12.444
I mean,
00:32:12.904 --> 00:32:15.025
each mobile home park is a goldmine.
00:32:15.165 --> 00:32:17.066
I could walk from trailer to
00:32:17.105 --> 00:32:17.986
trailer to trailer.
00:32:18.026 --> 00:32:19.307
If I was a mobile therapist,
00:32:19.426 --> 00:32:20.247
I would make a full
00:32:20.287 --> 00:32:22.048
business on one mobile home park.
00:32:22.928 --> 00:32:23.229
Um,
00:32:23.249 --> 00:32:25.369
these are things that you have to
00:32:25.490 --> 00:32:27.372
understand the context of the situation.
00:32:27.412 --> 00:32:29.413
You can't just give blanket advice.
00:32:29.953 --> 00:32:30.493
It doesn't work.
00:32:30.574 --> 00:32:30.753
Yeah.
00:32:31.255 --> 00:32:33.596
Um, in my community, there is,
00:32:33.876 --> 00:32:34.636
I'm trying to think of what
00:32:34.656 --> 00:32:36.959
the official name for it is, but it's a,
00:32:37.819 --> 00:32:38.420
it's a shed.
00:32:39.240 --> 00:32:40.541
It's a little shed next to
00:32:40.561 --> 00:32:41.383
the community center.
00:32:41.983 --> 00:32:42.544
A lean-to?
00:32:42.844 --> 00:32:44.465
It's a little more beefy than a lean-to.
00:32:44.526 --> 00:32:45.846
It's got a door with a lock on it.
00:32:46.106 --> 00:32:48.429
But essentially, if you have a walker,
00:32:48.548 --> 00:32:49.589
if you have crutches,
00:32:49.730 --> 00:32:50.932
if you have a bedside
00:32:50.971 --> 00:32:52.252
commode and you don't need it anymore,
00:32:52.393 --> 00:32:53.294
you donate it there.
00:32:53.314 --> 00:32:54.694
It's like give a penny, take a penny,
00:32:54.755 --> 00:32:55.015
right?
00:32:55.556 --> 00:32:57.297
So that's the physical structure.
00:32:57.336 --> 00:32:57.758
Because again,
00:32:57.917 --> 00:32:59.759
I don't have any doormen in my area.
00:33:00.160 --> 00:33:02.221
But who is the person who's
00:33:02.261 --> 00:33:03.383
responsible for that?
00:33:03.883 --> 00:33:05.464
Can that person become the...
00:33:05.984 --> 00:33:08.086
eight hundred number call at any hour.
00:33:08.626 --> 00:33:08.866
Right.
00:33:09.028 --> 00:33:09.788
For for help.
00:33:09.807 --> 00:33:10.229
There's too many.
00:33:10.348 --> 00:33:11.169
I mean, again,
00:33:11.229 --> 00:33:12.190
my community is pretty is
00:33:12.210 --> 00:33:12.971
like probably similar to
00:33:13.171 --> 00:33:14.412
more similar to Tony's
00:33:14.451 --> 00:33:16.053
where it's more suburban.
00:33:16.973 --> 00:33:18.515
Who who who is our doorman
00:33:18.535 --> 00:33:19.695
at two in the morning that, you know,
00:33:19.715 --> 00:33:20.356
you could call.
00:33:20.576 --> 00:33:21.837
It's not an issue.
00:33:22.238 --> 00:33:23.479
Don't listen if you don't.
00:33:23.598 --> 00:33:24.519
I tell people all the time
00:33:24.740 --> 00:33:25.621
when I have family members,
00:33:25.921 --> 00:33:26.942
if you don't call me at
00:33:26.961 --> 00:33:27.942
three in the morning and
00:33:27.962 --> 00:33:28.963
then I find out tomorrow
00:33:29.003 --> 00:33:29.765
morning at nine a.m.
00:33:29.785 --> 00:33:30.825
that you were thinking about it,
00:33:31.006 --> 00:33:32.086
I will be pissed at you.
00:33:33.106 --> 00:33:34.968
You sort of have to impart on people.
00:33:35.209 --> 00:33:36.529
And that's where the doorman comes in.
00:33:36.569 --> 00:33:37.670
They're like, well, we pay you.
00:33:38.691 --> 00:33:39.531
Yes, I'm on call.
00:33:39.571 --> 00:33:40.372
I'm downstairs.
00:33:40.731 --> 00:33:41.113
You know me.
00:33:41.153 --> 00:33:42.232
You walk by me all the time.
00:33:42.574 --> 00:33:43.394
So that's a good question.
00:33:43.433 --> 00:33:45.295
Who would be the doorman in a trailer,
00:33:45.675 --> 00:33:46.855
in a mobile home park?
00:33:46.875 --> 00:33:48.718
I don't know the answer.
00:33:48.738 --> 00:33:49.597
That's why it has to be
00:33:49.637 --> 00:33:51.839
discreet because if the kids find out,
00:33:52.059 --> 00:33:53.121
you're going to get in trouble.
00:33:55.152 --> 00:33:56.573
Final thought on this,
00:33:57.252 --> 00:33:57.894
with these Manhattan
00:33:57.913 --> 00:33:58.855
buildings with the concierge,
00:33:59.134 --> 00:34:00.836
if it happens too often,
00:34:01.156 --> 00:34:01.896
I have heard where the
00:34:01.916 --> 00:34:04.118
family or the client, the front doorman,
00:34:04.138 --> 00:34:05.299
they kind of probably get
00:34:05.619 --> 00:34:06.840
frustrated or that they're
00:34:06.861 --> 00:34:07.862
not helping enough or whatever.
00:34:08.242 --> 00:34:09.523
They call the paramedics,
00:34:10.503 --> 00:34:11.505
like an ambulance shows up
00:34:11.545 --> 00:34:13.266
and the EMTs come in and
00:34:13.686 --> 00:34:15.628
two or three of them help the patient up
00:34:16.309 --> 00:34:17.789
And now talk about discrete.
00:34:17.809 --> 00:34:19.170
That is the opposite of discrete.
00:34:19.210 --> 00:34:20.612
Now all your neighbors know
00:34:20.652 --> 00:34:22.733
that you need an ambulance.
00:34:22.773 --> 00:34:24.853
And now that pressure could
00:34:24.893 --> 00:34:26.175
result in someone paying
00:34:26.494 --> 00:34:27.396
three to five hundred bucks
00:34:27.416 --> 00:34:28.376
for that service that Tony
00:34:28.396 --> 00:34:28.916
was talking about,
00:34:29.217 --> 00:34:30.217
even in Manhattan when they
00:34:30.237 --> 00:34:30.797
have a doorman.
00:34:30.818 --> 00:34:32.559
So there are ways to,
00:34:32.579 --> 00:34:34.641
depending on the situation, potentially,
00:34:34.681 --> 00:34:35.021
Tony,
00:34:36.141 --> 00:34:37.762
could have a solution there
00:34:37.782 --> 00:34:39.103
what is going in my ad that
00:34:39.143 --> 00:34:40.264
is going in my ad the
00:34:40.364 --> 00:34:42.105
ambulance the fire truck
00:34:42.144 --> 00:34:43.085
pulling up to your house
00:34:43.166 --> 00:34:44.666
even if it's free you're
00:34:44.706 --> 00:34:46.027
paying not to have that
00:34:46.106 --> 00:34:47.367
happen what if you could
00:34:47.427 --> 00:34:48.668
flip it what if you could
00:34:48.748 --> 00:34:50.030
use psychology and say
00:34:50.349 --> 00:34:51.791
listen for three hundred
00:34:51.831 --> 00:34:53.851
bucks you got three visits
00:34:53.992 --> 00:34:55.293
like you have like give
00:34:55.353 --> 00:34:56.333
three in your holster you
00:34:56.353 --> 00:34:57.094
got three bullets in your
00:34:57.114 --> 00:34:58.556
holster so you're not
00:34:58.615 --> 00:34:59.996
paying every time you call
00:35:00.297 --> 00:35:01.356
I can pay out front three
00:35:01.376 --> 00:35:02.137
hundred paid out front
00:35:02.518 --> 00:35:03.498
Now burn one of your,
00:35:03.577 --> 00:35:04.478
burn one of your calls.
00:35:04.498 --> 00:35:05.259
Like just, you got it.
00:35:05.358 --> 00:35:05.498
Use it.
00:35:05.518 --> 00:35:06.358
You paid for it.
00:35:06.418 --> 00:35:07.800
It's already, you might as well use it.
00:35:08.099 --> 00:35:08.780
It's not going to do you any
00:35:08.800 --> 00:35:09.460
good in the bank.
00:35:10.001 --> 00:35:11.460
Cause if it gets any further,
00:35:11.481 --> 00:35:12.621
it could cost you a hundred grand.
00:35:12.882 --> 00:35:13.981
So burn that call.
00:35:14.282 --> 00:35:16.402
So move the payment earlier.
00:35:16.523 --> 00:35:18.123
And then you, I owe you.
00:35:18.362 --> 00:35:19.583
If you don't use it in a year,
00:35:19.704 --> 00:35:20.744
I'll give you the money back.
00:35:21.985 --> 00:35:23.545
Before we go to Jimmy's segment,
00:35:23.585 --> 00:35:24.324
Samuel said,
00:35:24.385 --> 00:35:25.545
sell the building lift chair
00:35:25.565 --> 00:35:27.085
that I talk about a hundred percent.
00:35:28.206 --> 00:35:28.806
I was that one.
00:35:29.626 --> 00:35:29.706
Huh?
00:35:30.146 --> 00:35:31.007
Which, which one was that?
00:35:31.047 --> 00:35:31.887
Which is the building chair?
00:35:32.559 --> 00:35:32.719
No,
00:35:32.820 --> 00:35:35.001
sell the lift chair that helps people
00:35:35.041 --> 00:35:35.942
get off the floor.
00:35:36.021 --> 00:35:38.222
Sell the building, like Dave's building.
00:35:40.023 --> 00:35:41.304
His doorman gets the
00:35:41.344 --> 00:35:43.065
building owner to buy the lift chair.
00:35:43.204 --> 00:35:44.105
I get the twenty five
00:35:44.144 --> 00:35:45.425
percent commission on it.
00:35:46.746 --> 00:35:48.246
This is an interesting one, though.
00:35:48.387 --> 00:35:49.807
Good morning, PT Pinecast.
00:35:49.827 --> 00:35:51.527
You all talk about PT business.
00:35:51.547 --> 00:35:53.188
Do you talk about things for
00:35:53.309 --> 00:35:55.429
recently licensed PTs and
00:35:55.510 --> 00:35:57.311
what you wish you would have done?
00:35:57.751 --> 00:35:59.733
while looking for a PT job.
00:35:59.873 --> 00:36:00.213
This could be,
00:36:00.233 --> 00:36:00.773
I don't know if you guys
00:36:00.793 --> 00:36:01.733
want to talk about it today
00:36:01.773 --> 00:36:02.655
or next episode,
00:36:02.695 --> 00:36:03.835
but I would love to talk
00:36:03.876 --> 00:36:05.797
about interview and stuff like that.
00:36:05.817 --> 00:36:06.016
Yeah.
00:36:06.577 --> 00:36:07.818
Next time.
00:36:07.878 --> 00:36:07.978
Okay.
00:36:07.998 --> 00:36:08.639
That's good.
00:36:08.679 --> 00:36:10.101
So max, put that on the, um,
00:36:10.181 --> 00:36:11.461
put that on the agenda for, uh,
00:36:11.501 --> 00:36:13.822
for Thursday, producer max win forever.
00:36:13.842 --> 00:36:14.923
Come back.
00:36:15.164 --> 00:36:15.385
Yeah.
00:36:15.704 --> 00:36:16.865
So I have something that I
00:36:16.885 --> 00:36:17.485
want to talk about.
00:36:17.847 --> 00:36:18.947
I have a new segment and it
00:36:18.967 --> 00:36:20.929
is called steal this strategy.
00:36:26.023 --> 00:36:26.989
All right, steal this strategy.
00:36:27.050 --> 00:36:28.135
It's where I find marketing
00:36:28.175 --> 00:36:29.081
or communications things.
00:36:29.121 --> 00:36:29.784
And I'm like, ah,
00:36:31.038 --> 00:36:31.599
Wish I had that.
00:36:31.619 --> 00:36:32.298
Wish I thought of it.
00:36:32.338 --> 00:36:32.980
Wish I stole it.
00:36:33.360 --> 00:36:34.260
This is one of those things
00:36:34.280 --> 00:36:35.702
that's going to anger
00:36:36.342 --> 00:36:37.443
physical therapists.
00:36:37.643 --> 00:36:39.686
And we get this like tribal mentality.
00:36:40.085 --> 00:36:41.166
Somebody was in a Facebook group.
00:36:41.206 --> 00:36:41.447
I don't know.
00:36:41.467 --> 00:36:42.628
I don't think it was yours, Tony.
00:36:42.989 --> 00:36:43.469
But they were like,
00:36:43.670 --> 00:36:44.590
look at this trainer
00:36:44.971 --> 00:36:45.972
advertising that they can
00:36:46.012 --> 00:36:47.954
help people with osteoporosis.
00:36:48.233 --> 00:36:49.275
And my comment was like,
00:36:49.355 --> 00:36:50.675
do we have some proprietary
00:36:50.775 --> 00:36:52.438
ownership of people with osteoporosis?
00:36:52.498 --> 00:36:52.878
We don't.
00:36:53.177 --> 00:36:55.681
Kudos to the trainer doing that.
00:36:56.121 --> 00:36:56.740
But now the,
00:36:56.860 --> 00:36:58.001
the steel of the strategy
00:36:58.342 --> 00:37:00.003
today is a little bit
00:37:00.043 --> 00:37:01.123
bigger than a personal trainer.
00:37:01.543 --> 00:37:02.483
It's a little company called,
00:37:02.523 --> 00:37:03.583
I believe it's pronounced Nike.
00:37:04.003 --> 00:37:04.465
Is it Nike?
00:37:04.565 --> 00:37:05.065
Oh, it's Nike.
00:37:05.105 --> 00:37:05.505
That's right.
00:37:05.945 --> 00:37:07.786
So Nike is moving in on our stuff,
00:37:08.865 --> 00:37:09.987
but I would rather you just
00:37:10.007 --> 00:37:10.586
take a look at their
00:37:10.606 --> 00:37:12.068
strategy because if this
00:37:12.108 --> 00:37:13.228
takes off in a year,
00:37:13.507 --> 00:37:14.148
you're going to be pissed.
00:37:14.168 --> 00:37:14.789
You didn't just do it.
00:37:14.869 --> 00:37:16.110
It was sitting right there the whole time.
00:37:16.190 --> 00:37:16.989
So here's the breakdown.
00:37:18.173 --> 00:37:20.275
It's a new boutique, brick and mortar.
00:37:20.394 --> 00:37:22.335
Nike is now outside of stores.
00:37:22.777 --> 00:37:26.077
Brick and mortar strength boutique.
00:37:26.179 --> 00:37:28.340
Nike strength studio, right?
00:37:28.400 --> 00:37:29.599
It's exactly the kind of
00:37:29.721 --> 00:37:32.661
hybrid performance model PT clinics.
00:37:32.842 --> 00:37:35.003
Some of them are, but more, in my opinion,
00:37:35.023 --> 00:37:36.043
should be already running.
00:37:36.304 --> 00:37:38.184
But here's how to do it better, right?
00:37:38.706 --> 00:37:39.905
Nike just launched this thing,
00:37:40.065 --> 00:37:40.927
and here's their pitch.
00:37:41.186 --> 00:37:45.108
Ten squat racks, one coach, twenty people.
00:37:45.309 --> 00:37:46.130
Let's say they're paying...
00:37:47.195 --> 00:37:48.277
Three hundred bucks a month.
00:37:48.936 --> 00:37:49.757
Math that for me.
00:37:49.898 --> 00:37:50.358
Right.
00:37:50.398 --> 00:37:50.958
No, no way.
00:37:50.998 --> 00:37:52.159
No way.
00:37:52.199 --> 00:37:53.260
Wait, you don't like it or you don't.
00:37:53.802 --> 00:37:54.121
No,
00:37:54.141 --> 00:37:55.463
I don't think they're going to charge
00:37:55.483 --> 00:37:55.882
that much.
00:37:55.902 --> 00:37:57.644
Or I'm just saying for membership,
00:37:57.664 --> 00:37:58.565
three hundred bucks to drop
00:37:58.606 --> 00:37:59.525
in as many times as you
00:37:59.565 --> 00:38:00.226
want or something.
00:38:00.626 --> 00:38:01.507
Unlimited for the month.
00:38:01.728 --> 00:38:01.887
Yeah,
00:38:02.068 --> 00:38:03.429
but but not unlimited because there's
00:38:03.570 --> 00:38:04.731
only twenty slots.
00:38:05.929 --> 00:38:06.769
because there's ten racks
00:38:06.849 --> 00:38:08.210
and two spots per rack, right?
00:38:08.570 --> 00:38:09.090
So the strategy,
00:38:09.170 --> 00:38:10.150
they're not selling workouts.
00:38:10.170 --> 00:38:12.012
They're selling community, culture,
00:38:12.152 --> 00:38:12.592
identity.
00:38:13.112 --> 00:38:15.351
I have a Nike Run Club shirt
00:38:15.371 --> 00:38:16.373
that I got ten years ago
00:38:16.393 --> 00:38:18.072
because it's a nice, well-designed shirt.
00:38:18.112 --> 00:38:19.193
But that's the thing.
00:38:19.373 --> 00:38:21.434
They're doing, I am an athlete,
00:38:22.273 --> 00:38:24.054
and Nike understands we sell to athletes.
00:38:24.094 --> 00:38:25.094
We do not really care what
00:38:25.135 --> 00:38:25.675
sport you're in.
00:38:25.795 --> 00:38:26.655
We're athletes.
00:38:26.974 --> 00:38:28.956
Small class size is a higher
00:38:29.496 --> 00:38:30.255
perceived value.
00:38:30.615 --> 00:38:31.836
Built-in scarcity that we
00:38:31.856 --> 00:38:32.476
just talked about.
00:38:33.561 --> 00:38:34.581
One coach, many people,
00:38:34.943 --> 00:38:36.342
scale of revenue per hour.
00:38:36.443 --> 00:38:38.083
I know, I'm a doctor of physical therapy.
00:38:38.724 --> 00:38:40.284
One-on-one care for sixty
00:38:40.304 --> 00:38:41.364
minutes is the epitome.
00:38:41.485 --> 00:38:41.985
Is it though?
00:38:42.925 --> 00:38:43.945
Smart use of space,
00:38:44.045 --> 00:38:45.487
you're not gonna need a lot of equipment.
00:38:45.567 --> 00:38:48.547
I just said, ten squat racks, one coach,
00:38:48.807 --> 00:38:49.427
twenty people.
00:38:49.467 --> 00:38:50.768
That's two people per squat rack.
00:38:51.028 --> 00:38:51.628
You're gonna cover your
00:38:51.688 --> 00:38:52.789
overhead in a couple of weeks.
00:38:53.632 --> 00:38:54.213
Here's the thing.
00:38:54.353 --> 00:38:56.393
It's a missed opportunity for PT clinics,
00:38:56.855 --> 00:38:57.775
and it should sting a
00:38:57.815 --> 00:38:59.237
little if you're not doing this.
00:38:59.257 --> 00:39:00.637
I know some PTs are,
00:39:00.958 --> 00:39:02.480
and drop below in the
00:39:02.519 --> 00:39:03.260
comments or whatever.
00:39:03.300 --> 00:39:03.760
Reach out after.
00:39:03.800 --> 00:39:04.681
I know some of you are.
00:39:04.702 --> 00:39:05.643
I'm not saying none of you are.
00:39:06.143 --> 00:39:06.742
More should be.
00:39:07.324 --> 00:39:08.664
PTs already have trust.
00:39:09.365 --> 00:39:10.347
We already have space,
00:39:10.806 --> 00:39:12.188
and we have the expertise to do this.
00:39:12.307 --> 00:39:13.208
We have the ingredients.
00:39:13.449 --> 00:39:14.630
We just decided not to make
00:39:14.650 --> 00:39:15.911
the tacos with the
00:39:15.931 --> 00:39:16.552
ingredients that we're
00:39:16.572 --> 00:39:17.172
sitting there with.
00:39:17.452 --> 00:39:18.193
It's sitting right there.
00:39:18.934 --> 00:39:20.094
So tactical ways to steal
00:39:20.135 --> 00:39:21.054
and beat this strategy,
00:39:21.474 --> 00:39:22.695
use underutilized space
00:39:22.735 --> 00:39:25.157
during what Tony would say, off hours.
00:39:25.737 --> 00:39:26.498
Don't do it during your
00:39:26.538 --> 00:39:27.297
highest billing time.
00:39:27.378 --> 00:39:28.938
No.
00:39:28.978 --> 00:39:30.059
Crazy athletes love to work
00:39:30.099 --> 00:39:30.820
at five o'clock in the
00:39:30.860 --> 00:39:31.940
morning because they get jobs.
00:39:33.041 --> 00:39:33.501
I would launch a
00:39:33.581 --> 00:39:34.822
multi-branded small group
00:39:34.902 --> 00:39:36.643
return to performance class,
00:39:37.184 --> 00:39:39.204
almost like an on-ramp from
00:39:39.224 --> 00:39:40.005
wherever you are,
00:39:40.425 --> 00:39:41.865
couch to ten K sort of angle,
00:39:41.905 --> 00:39:43.126
but with strength is how
00:39:43.166 --> 00:39:43.847
you could steal this.
00:39:44.567 --> 00:39:45.688
And now you build your own
00:39:45.788 --> 00:39:47.248
in-house strength identity and
00:39:48.297 --> 00:39:49.018
instead of just saying
00:39:49.057 --> 00:39:50.320
physical therapy rubs butts
00:39:50.601 --> 00:39:51.862
and we help people after knee surgery,
00:39:52.123 --> 00:39:53.326
this is flipping the script.
00:39:53.706 --> 00:39:55.108
We are equipped to do this
00:39:55.228 --> 00:39:56.952
in most settings.
00:39:57.273 --> 00:39:58.094
Nike made it cool.
00:39:59.096 --> 00:40:00.317
You already make it clinical.
00:40:00.536 --> 00:40:01.896
Imagine if you were able to
00:40:01.996 --> 00:40:03.418
combine clinical and cool
00:40:03.757 --> 00:40:04.798
and you stopped waiting for
00:40:04.858 --> 00:40:05.998
someone else to do it first.
00:40:06.018 --> 00:40:06.480
What a tagline there.
00:40:06.500 --> 00:40:06.820
What a pitch.
00:40:07.320 --> 00:40:08.460
Yeah, steal it.
00:40:08.561 --> 00:40:10.201
Steal that strategy because
00:40:10.360 --> 00:40:11.641
this is how you beat Nike.
00:40:11.922 --> 00:40:12.842
They just tipped their hand
00:40:12.862 --> 00:40:13.802
and showed you their cards.
00:40:14.123 --> 00:40:15.344
You're already in the community.
00:40:15.443 --> 00:40:17.025
Nike is an international brand,
00:40:17.304 --> 00:40:18.704
but you are stronger in
00:40:18.744 --> 00:40:20.706
your community because they know you.
00:40:20.907 --> 00:40:23.748
So I hope people steal this strategy.
00:40:28.396 --> 00:40:29.596
That's still the strategy this week.
00:40:31.277 --> 00:40:32.938
So what are we talking about?
00:40:32.998 --> 00:40:36.039
So with this, I like the setup.
00:40:36.099 --> 00:40:38.460
It's like semi-private group training,
00:40:38.579 --> 00:40:38.719
right?
00:40:38.760 --> 00:40:40.480
It's basically like that's what that is.
00:40:40.601 --> 00:40:41.240
It's Orange Theory.
00:40:41.260 --> 00:40:41.641
It's Orange Theory.
00:40:41.681 --> 00:40:41.780
Yeah.
00:40:42.681 --> 00:40:45.121
And so Annie does Orange Theory.
00:40:45.222 --> 00:40:47.023
And they have a ton of
00:40:47.043 --> 00:40:47.842
technology in terms of
00:40:48.083 --> 00:40:49.103
tracking each individual.
00:40:49.123 --> 00:40:53.125
But they also have a dynamic waiting list,
00:40:53.184 --> 00:40:54.146
which is pretty interesting.
00:40:54.166 --> 00:40:55.005
I don't know how they do it, but...
00:40:56.179 --> 00:40:56.878
She could be on the waiting
00:40:56.918 --> 00:40:58.400
list the night before,
00:40:58.480 --> 00:40:59.199
and there's a bunch of
00:40:59.219 --> 00:41:00.380
people at one or two a.m.
00:41:00.400 --> 00:41:03.601
that they're in the class,
00:41:03.920 --> 00:41:04.900
and then they drop out
00:41:04.942 --> 00:41:05.842
right before they would get
00:41:05.882 --> 00:41:07.422
banged with a cancellation fee.
00:41:07.661 --> 00:41:08.202
Jerry Durham,
00:41:08.222 --> 00:41:09.463
they charge a cancellation fee,
00:41:10.842 --> 00:41:11.963
and it absolutely works,
00:41:12.043 --> 00:41:12.403
even though the
00:41:12.423 --> 00:41:14.304
cancellation fee is thirty-five bucks.
00:41:14.724 --> 00:41:15.744
They've got enough demand,
00:41:16.304 --> 00:41:16.925
and it's digital.
00:41:18.077 --> 00:41:18.278
Right,
00:41:18.318 --> 00:41:20.242
but they actually enforce the cancel.
00:41:20.262 --> 00:41:22.987
So if you cancel, you're in.
00:41:23.228 --> 00:41:23.889
You're locked in because
00:41:23.909 --> 00:41:25.452
there's a set number of seats,
00:41:25.472 --> 00:41:26.394
like you said,
00:41:26.414 --> 00:41:27.617
a certain amount of people per class.
00:41:29.554 --> 00:41:30.775
but it just works.
00:41:31.594 --> 00:41:33.215
But I love this steal the strategy.
00:41:33.795 --> 00:41:35.697
And I'm not sure like when
00:41:35.737 --> 00:41:36.538
you originally pitching it,
00:41:36.657 --> 00:41:37.898
I thought you were kind of saying like,
00:41:38.619 --> 00:41:38.858
you know,
00:41:39.099 --> 00:41:40.099
physical therapy practices
00:41:40.119 --> 00:41:41.719
should consider, you know,
00:41:41.820 --> 00:41:43.340
doing it like with Nike,
00:41:43.380 --> 00:41:44.041
but then it's like,
00:41:44.061 --> 00:41:45.322
then you got to play by Nike's rules,
00:41:45.362 --> 00:41:45.561
all that.
00:41:45.581 --> 00:41:47.382
But you're talking about like, yeah,
00:41:47.782 --> 00:41:48.923
Nike's never going to call you back.
00:41:49.523 --> 00:41:50.485
And I want to,
00:41:50.505 --> 00:41:52.409
the last thing I said was
00:41:52.909 --> 00:41:54.452
Nike is an international brand.
00:41:54.592 --> 00:41:56.594
It's probably like Nike, Disney,
00:41:56.914 --> 00:41:58.818
Amazon in terms of recognizable logos,
00:41:59.137 --> 00:41:59.898
even if you do not,
00:42:00.000 --> 00:42:00.780
even if you are not from
00:42:00.800 --> 00:42:01.742
the United States, right?
00:42:02.920 --> 00:42:03.961
Here's something that... It
00:42:03.981 --> 00:42:04.922
was hard for me to wrap my
00:42:04.943 --> 00:42:06.523
head around when someone first told me.
00:42:07.023 --> 00:42:07.864
Let's pick a band.
00:42:08.184 --> 00:42:08.826
Foo Fighters.
00:42:09.306 --> 00:42:11.027
Large rock band, right?
00:42:11.266 --> 00:42:13.289
Been around for a million years, right?
00:42:13.469 --> 00:42:14.869
They have more... And I ran
00:42:14.889 --> 00:42:17.271
a radio station in Wilkes-Barre, Scranton,
00:42:17.311 --> 00:42:18.632
Pennsylvania, right?
00:42:18.773 --> 00:42:19.293
And someone...
00:42:20.114 --> 00:42:22.155
explain this to me the foo
00:42:22.175 --> 00:42:23.556
fighters have more fans
00:42:23.755 --> 00:42:26.117
worldwide but I bet you if
00:42:26.137 --> 00:42:27.217
you broke the numbers down
00:42:27.757 --> 00:42:28.918
your little radio station
00:42:28.958 --> 00:42:30.039
in northeast pennsylvania
00:42:30.398 --> 00:42:32.280
has more listeners in
00:42:32.340 --> 00:42:33.940
northeast pennsylvania than
00:42:33.960 --> 00:42:35.541
the foo fighters has fans
00:42:35.981 --> 00:42:37.461
in northeast pennsylvania
00:42:37.983 --> 00:42:38.663
so which is why they have
00:42:38.682 --> 00:42:39.902
to play all the songs not
00:42:39.923 --> 00:42:40.583
just foo fighters
00:42:42.222 --> 00:42:43.422
Correct, correct.
00:42:43.623 --> 00:42:44.844
But what they're getting at
00:42:44.905 --> 00:42:45.846
is the Foo Fighters,
00:42:46.326 --> 00:42:48.027
they're a mega international brand.
00:42:48.047 --> 00:42:48.628
But when they come to
00:42:48.648 --> 00:42:49.528
Northeast Pennsylvania,
00:42:49.548 --> 00:42:50.469
the reason Dave Grohl does
00:42:50.510 --> 00:42:51.811
the interview with me is he
00:42:51.851 --> 00:42:52.753
understands I have
00:42:52.793 --> 00:42:54.134
connections to more people
00:42:54.795 --> 00:42:55.916
that aren't his fans.
00:42:56.577 --> 00:42:57.538
The hardcore fans were
00:42:57.597 --> 00:42:58.438
already coming to the Foo
00:42:58.458 --> 00:42:59.378
Fighters show because they
00:42:59.398 --> 00:43:00.460
get the text and the emails.
00:43:01.061 --> 00:43:02.123
The difference maker for
00:43:02.143 --> 00:43:02.923
them to actually make that
00:43:02.963 --> 00:43:04.465
profitable is he needs the
00:43:04.545 --> 00:43:05.307
middle of the bell curve,
00:43:05.367 --> 00:43:06.670
the people who kind of know who they are,
00:43:06.690 --> 00:43:08.132
but maybe don't, but want to rock show.
00:43:08.512 --> 00:43:09.373
And he understood.
00:43:09.634 --> 00:43:10.755
So now change radio station
00:43:10.775 --> 00:43:11.697
to your personal clinic.
00:43:12.514 --> 00:43:14.275
Nike's got an international brand,
00:43:14.315 --> 00:43:15.896
but you have a stronger
00:43:15.916 --> 00:43:18.458
connection to people in your community.
00:43:18.838 --> 00:43:19.559
I mean, let's be honest.
00:43:19.579 --> 00:43:19.739
I mean,
00:43:19.760 --> 00:43:21.440
I live in an hour north of New York City.
00:43:21.681 --> 00:43:22.621
There's no Nike strength
00:43:22.641 --> 00:43:23.762
studio coming to my town.
00:43:24.063 --> 00:43:24.922
So you could eat there.
00:43:25.242 --> 00:43:26.164
Nike is never going to be a
00:43:26.204 --> 00:43:27.105
competitor to you.
00:43:27.204 --> 00:43:28.865
Maybe in Manhattan, maybe in L.A.,
00:43:29.005 --> 00:43:29.867
maybe in Chicago.
00:43:30.567 --> 00:43:32.427
But could you steal that strategy?
00:43:32.748 --> 00:43:34.869
It's their cards are showing to you.
00:43:35.190 --> 00:43:36.050
You don't need a million
00:43:36.070 --> 00:43:37.110
dollar ad campaign.
00:43:37.911 --> 00:43:39.452
Solve my problem and I'll show up.
00:43:40.119 --> 00:43:41.059
So what do you see the
00:43:41.099 --> 00:43:44.541
strategy being in your words?
00:43:44.601 --> 00:43:44.842
Yeah.
00:43:44.862 --> 00:43:46.023
So I see the strategy being,
00:43:46.443 --> 00:43:47.682
could you create this
00:43:47.802 --> 00:43:49.943
environment and talk to the
00:43:50.023 --> 00:43:51.565
psychographic similar to
00:43:51.585 --> 00:43:53.106
that graphic that Tony just shared,
00:43:53.166 --> 00:43:53.326
right?
00:43:53.346 --> 00:43:54.766
That older adult laying on the floor,
00:43:55.407 --> 00:43:55.827
turn it.
00:43:56.166 --> 00:43:57.967
And who do you want to be
00:43:58.027 --> 00:43:58.668
serving for this?
00:43:58.728 --> 00:44:00.048
Who would be a perfect, let's,
00:44:00.128 --> 00:44:00.708
let's play it out.
00:44:00.969 --> 00:44:02.170
Who's the perfect person
00:44:02.190 --> 00:44:03.429
coming to that Nike strength class,
00:44:03.811 --> 00:44:04.210
someone.
00:44:04.650 --> 00:44:06.891
Twenty-five to fifty-four, right?
00:44:06.911 --> 00:44:07.992
Who was an athlete.
00:44:08.072 --> 00:44:08.452
Who's like,
00:44:09.112 --> 00:44:09.333
You know,
00:44:09.373 --> 00:44:10.534
when it was it was easier when I
00:44:10.554 --> 00:44:11.974
was on the swim team or the
00:44:12.014 --> 00:44:12.833
baseball team in high
00:44:12.873 --> 00:44:13.815
school because there was
00:44:13.875 --> 00:44:15.934
practice and it was a team environment.
00:44:16.215 --> 00:44:16.396
I mean,
00:44:16.655 --> 00:44:18.315
steal the playbook of Orange Theory.
00:44:18.356 --> 00:44:19.657
It's group related.
00:44:19.777 --> 00:44:21.036
I want to be an athlete again.
00:44:21.277 --> 00:44:22.217
And by showing up,
00:44:22.478 --> 00:44:23.637
just paying and showing up,
00:44:23.878 --> 00:44:24.998
I am an athlete again.
00:44:25.318 --> 00:44:27.219
But now there's the sense of, hey,
00:44:27.259 --> 00:44:28.199
where were you this morning
00:44:28.239 --> 00:44:28.960
at the seven a.m.
00:44:28.980 --> 00:44:29.380
class?
00:44:29.440 --> 00:44:30.320
You know, we missed you, dude.
00:44:30.579 --> 00:44:31.701
Like there's that environment.
00:44:31.721 --> 00:44:33.460
So you're you're selling exercise,
00:44:33.621 --> 00:44:34.722
but you're selling the feeling.
00:44:35.632 --> 00:44:37.032
of actually being an athlete again.
00:44:37.333 --> 00:44:38.974
So I would try to find those
00:44:39.034 --> 00:44:40.275
people who were already in the community,
00:44:40.315 --> 00:44:41.356
maybe the Walmart method.
00:44:41.376 --> 00:44:43.679
Do you ever hear how Sam Walton got cool?
00:44:44.159 --> 00:44:46.922
He used to hire the cool ex-prom queen,
00:44:46.942 --> 00:44:47.822
but now she's ten years out
00:44:47.842 --> 00:44:48.242
of high school.
00:44:48.503 --> 00:44:51.304
He'd hire her at Walmart to work there,
00:44:51.385 --> 00:44:52.146
and then the whole town,
00:44:52.186 --> 00:44:53.686
the small enough town, would know, oh,
00:44:53.708 --> 00:44:55.168
well, they work there.
00:44:55.429 --> 00:44:56.429
You can co-op cool.
00:44:57.731 --> 00:44:58.231
So, I mean,
00:44:58.490 --> 00:45:00.172
the model's been used for a long time.
00:45:00.411 --> 00:45:01.713
I've always seen most
00:45:01.733 --> 00:45:03.114
clinics do it poorly.
00:45:03.494 --> 00:45:05.155
I've always seen most clinics fail.
00:45:05.195 --> 00:45:06.335
I'm seeing some do it now.
00:45:06.375 --> 00:45:09.257
There's a guy in Lexington, Kentucky.
00:45:09.697 --> 00:45:10.856
I wanted to get down there
00:45:10.896 --> 00:45:12.038
to check out their clinic.
00:45:12.077 --> 00:45:14.579
He teaches for evidence in motion.
00:45:14.659 --> 00:45:15.820
I can't think of his name right now.
00:45:16.400 --> 00:45:17.179
He and a partner,
00:45:17.380 --> 00:45:19.041
they're doing a really cool
00:45:19.101 --> 00:45:20.541
group fitness thing.
00:45:21.661 --> 00:45:23.123
I know we've had our
00:45:23.463 --> 00:45:24.623
non-covered maintenance
00:45:24.643 --> 00:45:25.943
slash wellness slash
00:45:26.023 --> 00:45:27.844
independent program for a long time.
00:45:27.884 --> 00:45:29.425
Mike Chua does an amazing job.
00:45:29.925 --> 00:45:31.746
Beautiful design, beautiful decor.
00:45:32.005 --> 00:45:34.266
I think where we fall flat,
00:45:35.067 --> 00:45:36.288
I'm going to share an image.
00:45:36.827 --> 00:45:38.188
It's hard to see because
00:45:38.288 --> 00:45:39.668
they're tiny pictures,
00:45:40.188 --> 00:45:42.409
but I asked Google to show
00:45:42.429 --> 00:45:43.610
me pictures of the inside
00:45:43.630 --> 00:45:44.851
of physical therapy clinics.
00:45:45.858 --> 00:45:47.880
Think of what Nike would create.
00:45:47.900 --> 00:45:49.641
Seth Godin talks about if
00:45:49.740 --> 00:45:51.342
Nike created a hotel,
00:45:51.362 --> 00:45:52.722
what would the hotel look like?
00:45:54.003 --> 00:45:54.963
This is what physical
00:45:55.023 --> 00:45:56.344
therapy clinics look like.
00:45:56.385 --> 00:45:58.246
They are not designed for cool.
00:45:58.266 --> 00:46:00.306
Can I ask a serious question?
00:46:00.746 --> 00:46:00.987
Yeah.
00:46:01.027 --> 00:46:01.867
When we graduate,
00:46:01.927 --> 00:46:04.750
do we get a discount on that color beige?
00:46:06.231 --> 00:46:07.070
No one wants it,
00:46:07.090 --> 00:46:08.231
so physical therapists will
00:46:08.251 --> 00:46:09.253
just paint their clinics.
00:46:09.532 --> 00:46:11.054
Look at one, two, three.
00:46:11.353 --> 00:46:12.375
They're all that just like...
00:46:12.974 --> 00:46:14.936
It's pea soup mixed with khaki.
00:46:14.996 --> 00:46:17.536
What is that?
00:46:17.657 --> 00:46:18.416
It's what it is.
00:46:18.476 --> 00:46:19.896
It's the culture of PT.
00:46:19.916 --> 00:46:21.418
So trying to make something
00:46:21.458 --> 00:46:22.717
cool in that environment.
00:46:22.777 --> 00:46:23.318
Plus,
00:46:23.898 --> 00:46:26.199
I think the resistance of the clinicians,
00:46:26.679 --> 00:46:29.400
the employed therapists where, you know,
00:46:29.420 --> 00:46:30.800
I shared this in a post the other day.
00:46:30.820 --> 00:46:31.621
I'm like, look,
00:46:32.382 --> 00:46:34.182
me and me and Jeremy right now,
00:46:34.483 --> 00:46:35.922
we're the last two people
00:46:35.983 --> 00:46:37.744
treating patients, PT and PTA.
00:46:37.804 --> 00:46:37.963
Yeah.
00:46:38.503 --> 00:46:39.403
We could handle twenty
00:46:39.423 --> 00:46:41.764
people in a group in a heartbeat.
00:46:41.864 --> 00:46:42.864
Thirty minute sessions.
00:46:42.885 --> 00:46:43.786
We'd make it fun.
00:46:43.806 --> 00:46:44.786
The place would be hop and
00:46:44.826 --> 00:46:46.166
everybody would have a great time.
00:46:46.726 --> 00:46:48.387
And we could still have one
00:46:48.427 --> 00:46:49.987
on one therapy with a
00:46:50.547 --> 00:46:52.228
Medicare covered patient in
00:46:52.268 --> 00:46:54.369
the same session like we could do that.
00:46:55.208 --> 00:46:57.831
I've rarely been able to hire a therapist,
00:46:57.871 --> 00:46:58.992
PT or PTA,
00:46:59.291 --> 00:47:02.153
who was willing and or capable
00:47:02.193 --> 00:47:03.835
to do something like that also.
00:47:03.934 --> 00:47:06.115
So then you say, well, wait a minute,
00:47:06.237 --> 00:47:07.858
if I'm not going to hire a PT to do it,
00:47:07.898 --> 00:47:09.137
do I go outside of PT,
00:47:09.177 --> 00:47:11.519
hire a fitness instructor
00:47:11.539 --> 00:47:12.440
or something like that?
00:47:13.021 --> 00:47:13.320
Yeah.
00:47:13.340 --> 00:47:14.222
But then, you know,
00:47:14.302 --> 00:47:15.702
now you're starting to get away.
00:47:15.782 --> 00:47:17.103
Is this a fitness business
00:47:17.164 --> 00:47:18.304
or a therapy business?
00:47:18.324 --> 00:47:20.606
And I think brings confusion into it.
00:47:20.947 --> 00:47:22.608
And then you're like, well, shoot,
00:47:22.648 --> 00:47:23.429
if I'm going to pay this
00:47:23.469 --> 00:47:24.989
person fifty bucks an hour,
00:47:25.469 --> 00:47:26.990
I could hire a PT for fifty
00:47:27.030 --> 00:47:27.692
bucks an hour.
00:47:27.711 --> 00:47:32.014
Like, I just don't see it ever being done.
00:47:32.135 --> 00:47:33.275
Well, I love it.
00:47:33.476 --> 00:47:34.717
I wish it happened more.
00:47:35.632 --> 00:47:37.592
Joe is saying, in New York City,
00:47:37.672 --> 00:47:38.793
Motive New York seems to be
00:47:38.813 --> 00:47:39.353
doing it well.
00:47:39.373 --> 00:47:39.795
So, of course,
00:47:39.835 --> 00:47:41.215
I went and got Motive's website.
00:47:41.295 --> 00:47:42.056
Look, right off the bat,
00:47:42.295 --> 00:47:43.476
Marathon Prep Guide.
00:47:43.536 --> 00:47:45.057
In New York, if you're an athlete,
00:47:45.077 --> 00:47:45.737
it's April.
00:47:46.057 --> 00:47:47.518
This is crazy that they're
00:47:47.559 --> 00:47:48.199
promoting a marathon.
00:47:48.219 --> 00:47:49.420
The marathon's in November.
00:47:49.701 --> 00:47:50.380
This is when you start
00:47:50.420 --> 00:47:51.422
training for the marathon.
00:47:51.902 --> 00:47:52.782
This is when you poke that
00:47:52.802 --> 00:47:53.422
emotional course.
00:47:53.543 --> 00:47:54.163
I went to their website.
00:47:54.182 --> 00:47:55.304
It's the first thing that popped up.
00:47:55.764 --> 00:47:56.625
Unlock your running
00:47:56.664 --> 00:47:58.045
potential marathon prep guide.
00:47:58.505 --> 00:47:59.246
The only thing I would say,
00:47:59.266 --> 00:48:00.067
I've been clicking around.
00:48:00.106 --> 00:48:00.226
Like,
00:48:00.266 --> 00:48:01.947
this looks like what we're describing.
00:48:02.148 --> 00:48:04.530
Group, this is a physical therapy clinic.
00:48:04.590 --> 00:48:04.969
Bing!
00:48:05.489 --> 00:48:06.811
And the pictures that I'm seeing, oh,
00:48:06.831 --> 00:48:07.291
there's people with
00:48:07.331 --> 00:48:08.592
kettlebells and people on wall.
00:48:08.612 --> 00:48:08.913
Look at that.
00:48:09.153 --> 00:48:10.815
Look, there's no beige on that.
00:48:11.096 --> 00:48:11.536
What's up?
00:48:11.576 --> 00:48:13.978
They painted it white and gray and trendy.
00:48:14.018 --> 00:48:15.400
The only thing I would say
00:48:15.460 --> 00:48:16.981
is like more pictures of the group.
00:48:17.762 --> 00:48:19.043
Like, I want to see the club.
00:48:19.103 --> 00:48:19.824
I want to see like,
00:48:20.083 --> 00:48:21.123
but it looks like they're
00:48:21.143 --> 00:48:23.025
doing this exact thing at Motive,
00:48:23.445 --> 00:48:25.206
M-O-T-I-V, NewYork.com.
00:48:25.728 --> 00:48:25.887
Yeah,
00:48:25.907 --> 00:48:27.489
shout out to one of their co-founders,
00:48:27.849 --> 00:48:28.510
David Joe.
00:48:29.250 --> 00:48:30.630
Also, since you have your web browser up,
00:48:30.670 --> 00:48:34.434
can you also pull up RechargeXBit.com?
00:48:34.454 --> 00:48:36.074
So you guys know Gene Chirac abroad.
00:48:36.094 --> 00:48:37.556
They've been doing this for
00:48:37.615 --> 00:48:38.836
years down in Maryland.
00:48:39.197 --> 00:48:41.139
Recharge, where they have,
00:48:41.699 --> 00:48:42.679
there is no beige.
00:48:42.719 --> 00:48:45.501
Their walls are orange and black.
00:48:45.581 --> 00:48:46.443
Orange and black.
00:48:48.003 --> 00:48:49.704
and so they have now I know
00:48:49.864 --> 00:48:51.224
I know what tony just said
00:48:51.284 --> 00:48:52.846
of like you're you know
00:48:52.865 --> 00:48:53.726
what are you are you a
00:48:53.746 --> 00:48:54.586
fitness business are you a
00:48:54.606 --> 00:48:55.507
physical therapy business
00:48:55.527 --> 00:48:57.648
um but you can see all the
00:48:57.688 --> 00:48:59.150
media he does they have a
00:48:59.190 --> 00:49:00.409
podcast they have youtube
00:49:00.429 --> 00:49:02.632
videos they they have small
00:49:02.672 --> 00:49:03.692
group fitness classes and
00:49:03.711 --> 00:49:05.012
then if someone gets dinged
00:49:05.052 --> 00:49:05.954
and banged up or whatever
00:49:05.994 --> 00:49:07.173
they have some injury they
00:49:07.193 --> 00:49:07.934
have I think they have a
00:49:07.974 --> 00:49:09.114
couple private rooms or
00:49:09.155 --> 00:49:09.896
they treat out in the open
00:49:09.916 --> 00:49:11.817
I'm not sure but they'll do
00:49:11.976 --> 00:49:12.936
hands-on physical therapy
00:49:13.016 --> 00:49:13.777
one-on-one visits
00:49:14.237 --> 00:49:16.139
And then assuming they
00:49:16.318 --> 00:49:18.300
discharge those episodic
00:49:18.320 --> 00:49:20.280
cares of patient injuries
00:49:20.340 --> 00:49:21.101
and plans of care,
00:49:21.442 --> 00:49:22.461
and then they continue in
00:49:22.501 --> 00:49:23.603
the group fitness class.
00:49:23.643 --> 00:49:25.884
So it's kind of like their
00:49:25.983 --> 00:49:27.324
own CrossFit in a way.
00:49:28.125 --> 00:49:29.085
They might have been a CrossFit.
00:49:29.126 --> 00:49:29.846
Maybe they're not now.
00:49:30.186 --> 00:49:30.786
I'm not sure.
00:49:30.806 --> 00:49:31.827
But Gene could maybe come on
00:49:31.847 --> 00:49:32.327
in the future.
00:49:33.987 --> 00:49:36.909
But this model does allow for...
00:49:37.969 --> 00:49:39.490
the members to stay he calls
00:49:39.530 --> 00:49:40.590
the members so they they
00:49:40.650 --> 00:49:41.871
stay as long as they don't
00:49:42.052 --> 00:49:43.092
cancel but you know I hope
00:49:43.411 --> 00:49:44.391
they obviously say he's got
00:49:44.431 --> 00:49:45.813
a community they moved to a
00:49:45.853 --> 00:49:46.972
bigger location somewhat
00:49:47.012 --> 00:49:49.414
recently and um the folks
00:49:49.434 --> 00:49:51.255
stay with them continue to
00:49:51.275 --> 00:49:52.355
pay monthly then if they
00:49:52.394 --> 00:49:53.496
have an injury or whatever
00:49:53.556 --> 00:49:55.135
they'll pay separately for
00:49:55.175 --> 00:49:57.336
that uh but I like that
00:49:57.376 --> 00:49:58.197
model in terms of the
00:49:58.237 --> 00:49:59.257
recurring model and that's
00:49:59.297 --> 00:50:00.398
the best component of the
00:50:00.438 --> 00:50:01.719
whole group fitness class
00:50:02.199 --> 00:50:04.099
but again you know tony I
00:50:04.119 --> 00:50:05.099
like to put I do like the
00:50:05.119 --> 00:50:07.001
pushback of like what is this is this
00:50:07.501 --> 00:50:08.862
Is this, you know, fitness,
00:50:09.242 --> 00:50:10.722
is this fitness forward, physical therapy,
00:50:10.742 --> 00:50:12.003
whatever that is like, you know, like,
00:50:12.302 --> 00:50:13.143
and maybe, maybe it's okay.
00:50:13.164 --> 00:50:13.963
Maybe like, you know,
00:50:14.043 --> 00:50:15.704
other people are fine with it, but yeah,
00:50:15.764 --> 00:50:15.885
it's,
00:50:16.005 --> 00:50:17.585
it's not traditional physical therapy.
00:50:18.905 --> 00:50:19.847
One other, you know,
00:50:20.467 --> 00:50:21.307
just because everything
00:50:21.327 --> 00:50:23.728
we've shown so far is like good looking,
00:50:23.849 --> 00:50:26.309
sweaty, like young, healthy.
00:50:27.811 --> 00:50:29.550
You can build a model around anything.
00:50:29.570 --> 00:50:31.391
Now, if you guys remember curves,
00:50:32.612 --> 00:50:34.454
curves was designed for women.
00:50:35.034 --> 00:50:36.875
who didn't feel comfortable
00:50:37.016 --> 00:50:39.797
exercising around other people, you know,
00:50:39.878 --> 00:50:41.418
hydraulic resistance, I mean,
00:50:41.559 --> 00:50:42.659
minimal improvement,
00:50:42.699 --> 00:50:44.001
like anybody with any
00:50:44.061 --> 00:50:45.722
reasonable expectation of
00:50:46.242 --> 00:50:47.543
strength gains or fitness,
00:50:47.603 --> 00:50:48.804
it's never gonna happen in
00:50:48.844 --> 00:50:49.625
this environment,
00:50:49.945 --> 00:50:51.246
but that's not what they were selling.
00:50:51.666 --> 00:50:52.887
They were selling community,
00:50:52.927 --> 00:50:54.208
they were selling the
00:50:54.248 --> 00:50:57.931
connection and I would love to see,
00:50:57.951 --> 00:50:59.172
and I'm shocked that I
00:50:59.211 --> 00:51:00.472
haven't seen this more,
00:51:01.494 --> 00:51:04.496
Places they used to call something a mog,
00:51:04.737 --> 00:51:06.719
a medical oriented gym.
00:51:07.139 --> 00:51:08.019
I hate that word.
00:51:08.079 --> 00:51:08.820
I hate mog.
00:51:09.501 --> 00:51:12.224
But but a place like that
00:51:12.625 --> 00:51:14.286
specifically for people
00:51:14.405 --> 00:51:16.849
using adaptive equipment, for amputees,
00:51:16.889 --> 00:51:18.269
for all sorts of stuff.
00:51:19.391 --> 00:51:20.231
I think there's a huge
00:51:20.291 --> 00:51:22.014
opportunity in the neuro space.
00:51:22.134 --> 00:51:23.375
I don't do any neuro rehab,
00:51:23.414 --> 00:51:24.436
but I've got it.
00:51:24.896 --> 00:51:25.235
Yeah,
00:51:25.275 --> 00:51:27.456
that that community needs something
00:51:27.516 --> 00:51:30.057
like that to make neuro rehab cool,
00:51:30.557 --> 00:51:32.418
kind of bring an edginess to it,
00:51:32.478 --> 00:51:34.000
bring masculinity to it,
00:51:34.059 --> 00:51:35.981
bring something that it's like, hey,
00:51:36.021 --> 00:51:36.920
just because you had a
00:51:36.960 --> 00:51:38.101
stroke doesn't mean you
00:51:38.141 --> 00:51:40.061
can't feel this way again.
00:51:40.523 --> 00:51:42.182
You played sports as a as a
00:51:42.242 --> 00:51:43.204
college athlete.
00:51:43.264 --> 00:51:44.423
You've done hard things.
00:51:44.463 --> 00:51:45.244
This is the hardest thing
00:51:45.264 --> 00:51:46.125
you're ever going to do.
00:51:46.565 --> 00:51:48.505
Let's make it cool to do hard things.
00:51:48.956 --> 00:51:49.775
Yanni Corey,
00:51:49.815 --> 00:51:52.277
former Georgetown college athlete,
00:51:52.398 --> 00:51:54.938
dove headfirst into a sandbar,
00:51:55.958 --> 00:51:58.501
was paralyzed, went to get rehab.
00:51:58.661 --> 00:51:59.021
Of course,
00:51:59.061 --> 00:52:01.222
his rehab for neurologic PT ran
00:52:01.302 --> 00:52:03.702
out after X number of visits or time.
00:52:04.324 --> 00:52:05.244
And he's looking around going,
00:52:05.264 --> 00:52:06.224
where's the gym, bro?
00:52:06.445 --> 00:52:07.844
Where's the gym for people like me?
00:52:08.405 --> 00:52:09.346
I'm still this.
00:52:09.365 --> 00:52:10.126
Couldn't find it.
00:52:10.606 --> 00:52:12.208
Yanni's like, screw that.
00:52:12.228 --> 00:52:12.907
I'll just make it.
00:52:13.208 --> 00:52:14.128
So his goal,
00:52:14.208 --> 00:52:16.349
if you go to Next Step Fitness,
00:52:18.030 --> 00:52:19.670
He wants to have these organizations.
00:52:19.710 --> 00:52:21.391
He's got L.A., Atlanta, Kansas City,
00:52:21.452 --> 00:52:23.072
Orlando, Raleigh, Las Vegas, Nashville,
00:52:23.112 --> 00:52:25.695
Pittsburgh, New Zealand and Ukraine.
00:52:25.974 --> 00:52:27.155
His goal is to have one in
00:52:27.175 --> 00:52:28.315
every single state and
00:52:28.335 --> 00:52:29.516
eventually every single city.
00:52:30.418 --> 00:52:32.358
And his gripe or his thing,
00:52:32.378 --> 00:52:33.278
that's Yanni right there
00:52:33.298 --> 00:52:34.539
actually working out in the video.
00:52:35.320 --> 00:52:36.460
His thing was the problem
00:52:36.501 --> 00:52:37.882
was PTs were too expensive.
00:52:37.902 --> 00:52:39.463
So he's like he eliminated them.
00:52:40.123 --> 00:52:41.244
Like that was the barrier.
00:52:41.463 --> 00:52:42.384
Because if he went through
00:52:42.423 --> 00:52:44.505
in traditional PT, he was like,
00:52:44.545 --> 00:52:44.905
you're out.
00:52:45.365 --> 00:52:46.226
I got the equipment.
00:52:46.827 --> 00:52:47.807
What he would have to,
00:52:47.827 --> 00:52:48.748
because he loved PTs.
00:52:48.788 --> 00:52:49.668
He was just like, you're too,
00:52:49.768 --> 00:52:50.268
that's Yanni.
00:52:50.668 --> 00:52:51.809
You're just too expensive.
00:52:51.989 --> 00:52:52.851
So he had physical
00:52:52.891 --> 00:52:54.831
therapists train trainers
00:52:55.132 --> 00:52:56.972
and then go back to your PT clinic.
00:52:57.193 --> 00:52:58.914
The trainers can take it from here, right?
00:52:59.135 --> 00:53:00.574
We're not going to make it any worse.
00:53:00.715 --> 00:53:01.376
Just make sure you don't
00:53:01.396 --> 00:53:02.135
make it any worse.
00:53:02.556 --> 00:53:03.938
So Yanni's got all those locations.
00:53:04.277 --> 00:53:04.518
I mean,
00:53:04.577 --> 00:53:05.538
you want to talk about franchise
00:53:05.577 --> 00:53:06.059
opportunity.
00:53:06.518 --> 00:53:07.719
I have heard unofficially
00:53:07.760 --> 00:53:09.380
that these things print money.
00:53:10.335 --> 00:53:11.356
They print money and they do
00:53:11.376 --> 00:53:12.036
amazing things.
00:53:12.257 --> 00:53:12.717
Oh my God,
00:53:12.737 --> 00:53:14.038
there should be a red flag on that.
00:53:14.358 --> 00:53:15.958
There's enough people, unfortunately,
00:53:16.219 --> 00:53:17.619
who have these problems
00:53:17.860 --> 00:53:19.201
that would pay you money
00:53:19.440 --> 00:53:21.121
outside of their insurance to work out.
00:53:21.382 --> 00:53:22.222
Why are we not making more
00:53:22.242 --> 00:53:23.282
of the next step fitness?
00:53:23.302 --> 00:53:23.603
Well, yeah,
00:53:23.623 --> 00:53:25.164
because it must be cheaper than
00:53:25.184 --> 00:53:25.985
physical therapy because
00:53:26.045 --> 00:53:26.565
people are going to say,
00:53:26.585 --> 00:53:27.365
do you take my insurance?
00:53:27.385 --> 00:53:28.365
They're going to say no,
00:53:28.405 --> 00:53:28.985
because we don't have
00:53:29.007 --> 00:53:30.827
physical therapists.
00:53:30.887 --> 00:53:32.148
It's got to be cheaper than a copay.
00:53:32.188 --> 00:53:33.188
So I don't know how that's possible.
00:53:33.228 --> 00:53:35.070
But yeah, membership.
00:53:37.255 --> 00:53:39.036
CrossFit's not cheaper than a copay.
00:53:39.215 --> 00:53:41.117
CrossFit's not cheaper than a copay.
00:53:41.556 --> 00:53:43.478
They have a master's division.
00:53:43.577 --> 00:53:44.438
It's incredible.
00:53:44.539 --> 00:53:46.559
They are doing it the best, I mean,
00:53:46.599 --> 00:53:47.240
from what I've seen.
00:53:47.641 --> 00:53:48.862
Now, I don't know if you guys remember,
00:53:49.021 --> 00:53:51.302
I had shared a video.
00:53:51.382 --> 00:53:52.244
I think it was a video.
00:53:53.023 --> 00:53:55.125
of a man uh I think it was
00:53:55.184 --> 00:53:56.465
an upper extremity amputee
00:53:56.485 --> 00:53:57.646
I don't even remember I'm
00:53:57.686 --> 00:53:58.927
gonna say doing a snatch or
00:53:58.947 --> 00:53:59.646
a clean and jerk or
00:53:59.686 --> 00:54:01.547
something like that and it
00:54:01.588 --> 00:54:03.949
was labeled as motivation
00:54:04.009 --> 00:54:07.291
porn and it was like yeah
00:54:07.331 --> 00:54:08.030
just a whole bunch of
00:54:08.090 --> 00:54:09.331
negative stuff said about
00:54:09.411 --> 00:54:10.351
it because we were
00:54:10.411 --> 00:54:11.552
celebrating this person's
00:54:11.592 --> 00:54:12.512
ability to do something
00:54:12.552 --> 00:54:14.353
incredible that I can't do
00:54:15.213 --> 00:54:16.614
so I I don't know if that
00:54:16.655 --> 00:54:18.076
plays an element in all of this
00:54:18.751 --> 00:54:19.791
Tony got a pushback real
00:54:19.811 --> 00:54:22.233
quick on the cost CrossFit copay thing.
00:54:23.152 --> 00:54:23.893
Isn't CrossFit like two
00:54:23.913 --> 00:54:24.532
hundred bucks a month?
00:54:24.632 --> 00:54:25.052
Is it more?
00:54:25.152 --> 00:54:25.733
Is it three hundred?
00:54:26.114 --> 00:54:28.173
Yeah, it depends on where you are here.
00:54:28.393 --> 00:54:29.693
Here it's about two seventy
00:54:29.713 --> 00:54:32.954
five for unlimited access to the classes.
00:54:33.215 --> 00:54:34.996
Nothing personal training wise.
00:54:35.016 --> 00:54:36.335
OK,
00:54:36.356 --> 00:54:38.155
two hundred seventy five bucks per month.
00:54:38.235 --> 00:54:39.157
People go how often?
00:54:39.257 --> 00:54:39.817
Twice a week,
00:54:39.876 --> 00:54:41.016
three times a week to CrossFit.
00:54:42.269 --> 00:54:44.851
Okay, if we're talking per unit.
00:54:44.931 --> 00:54:46.112
On average, on average.
00:54:46.311 --> 00:54:47.532
Yeah,
00:54:47.652 --> 00:54:49.353
I was doing three or four days a week.
00:54:49.934 --> 00:54:51.456
Yeah, Bo snapped in with that.
00:54:52.016 --> 00:54:53.257
Deanne's saying that she thinks that.
00:54:53.277 --> 00:54:55.077
So, twelve visits a month?
00:54:55.398 --> 00:54:55.557
Yeah.
00:54:55.577 --> 00:54:56.679
That's twenty-two dollars
00:54:56.699 --> 00:54:57.659
and ninety-two cents.
00:54:57.679 --> 00:54:58.340
That is a copay.
00:54:59.295 --> 00:55:00.155
You're paying twenty two
00:55:00.215 --> 00:55:01.815
ninety two twenty two dollars.
00:55:02.516 --> 00:55:03.597
If you're going three times,
00:55:03.657 --> 00:55:04.177
if you're paying two
00:55:04.197 --> 00:55:05.197
seventy five a month and
00:55:05.217 --> 00:55:06.257
you're going three times a week,
00:55:06.557 --> 00:55:07.398
how is that not a copay
00:55:07.878 --> 00:55:09.000
comparing the cost of
00:55:09.019 --> 00:55:10.199
physical therapy versus CrossFit?
00:55:10.619 --> 00:55:11.541
I think we're paying attention.
00:55:11.820 --> 00:55:12.300
I think we're paying
00:55:12.320 --> 00:55:13.181
attention to the wrong side
00:55:13.202 --> 00:55:14.101
of the of the seesaw,
00:55:14.702 --> 00:55:16.063
which is stop talking about the price.
00:55:16.103 --> 00:55:16.943
Start talking about what
00:55:17.143 --> 00:55:18.284
what people get out of it.
00:55:18.344 --> 00:55:18.963
The value.
00:55:19.184 --> 00:55:20.125
There's community there.
00:55:20.445 --> 00:55:21.766
If you can build a PT clinic
00:55:21.786 --> 00:55:23.626
like Tony's where there is community,
00:55:24.126 --> 00:55:25.907
people will overlook the costs.
00:55:26.706 --> 00:55:26.927
right?
00:55:27.726 --> 00:55:27.927
Hang on.
00:55:27.987 --> 00:55:28.327
I don't want to,
00:55:28.347 --> 00:55:29.007
I don't want to pass this up.
00:55:29.027 --> 00:55:29.927
DM was saying they have a
00:55:29.967 --> 00:55:31.027
neuro fitness gym here in Dallas,
00:55:31.047 --> 00:55:31.427
Fort worth.
00:55:31.547 --> 00:55:31.847
Awesome.
00:55:31.887 --> 00:55:32.588
I wish there was more.
00:55:32.608 --> 00:55:34.248
The gyms like next step,
00:55:34.268 --> 00:55:35.028
which we also have in
00:55:35.048 --> 00:55:35.929
Dallas can be dangerous.
00:55:35.989 --> 00:55:37.210
In my opinion, they bring in the bucks.
00:55:37.550 --> 00:55:38.869
Why is it dangerous?
00:55:39.170 --> 00:55:40.990
Like, because let's be honest,
00:55:41.050 --> 00:55:42.030
just because you're a PT
00:55:42.251 --> 00:55:43.471
does not mean you're a good PT.
00:55:43.570 --> 00:55:44.431
I'm very sorry.
00:55:44.891 --> 00:55:45.851
So just because it's under
00:55:45.891 --> 00:55:46.771
the label of physical
00:55:46.811 --> 00:55:48.132
therapy does not mean a
00:55:48.193 --> 00:55:49.952
trainer couldn't kick that person's ass.
00:55:50.333 --> 00:55:52.733
You can't just say there's no hierarchy.
00:55:53.173 --> 00:55:54.474
You have to look at it like flat.
00:55:54.514 --> 00:55:56.077
So you'd have to qualify that statement.
00:55:56.137 --> 00:55:57.418
I'm not saying you're wrong, Deanne.
00:55:58.277 --> 00:55:59.039
I do know Yanni,
00:55:59.079 --> 00:56:01.440
but I will take your gripe
00:56:01.460 --> 00:56:02.521
of why they are dangerous,
00:56:02.561 --> 00:56:03.402
but you have to back it up
00:56:03.422 --> 00:56:04.903
with the facts.
00:56:05.164 --> 00:56:05.625
Well,
00:56:05.644 --> 00:56:07.565
there was one little gif or whatever
00:56:07.606 --> 00:56:09.047
video of someone, you know,
00:56:09.387 --> 00:56:10.829
some person there moving
00:56:10.869 --> 00:56:11.849
the elbow and the arm and
00:56:11.869 --> 00:56:13.090
the shoulder of Deanne.
00:56:13.431 --> 00:56:14.972
a patient that had some
00:56:15.032 --> 00:56:15.913
neurological condition.
00:56:15.972 --> 00:56:17.673
So if they have, I don't know,
00:56:17.713 --> 00:56:18.994
some flaccid shoulder
00:56:19.034 --> 00:56:21.456
muscles or rotator cuff and you're,
00:56:21.556 --> 00:56:23.097
you know, the trainers are doing that.
00:56:23.157 --> 00:56:24.317
Could they sublux a shoulder?
00:56:24.396 --> 00:56:24.958
Cause they don't have the
00:56:25.018 --> 00:56:25.978
full understanding of it.
00:56:26.257 --> 00:56:27.358
Yes, it could happen.
00:56:27.659 --> 00:56:28.679
It absolutely could happen.
00:56:28.699 --> 00:56:30.420
Can you hook up, can you hook up, you know,
00:56:30.501 --> 00:56:32.561
Yanni to the FES bike or whatever?
00:56:32.862 --> 00:56:34.202
And then, then he does his thing.
00:56:34.822 --> 00:56:35.844
Then there's low risk in that.
00:56:36.940 --> 00:56:37.179
Hold on.
00:56:37.260 --> 00:56:37.900
They don't have PTs.
00:56:37.920 --> 00:56:39.121
They don't understand pressure injury.
00:56:39.262 --> 00:56:40.043
That's an assumption.
00:56:40.182 --> 00:56:41.123
You do not know what they
00:56:41.163 --> 00:56:42.704
understand unless you know them.
00:56:42.844 --> 00:56:44.045
Now I'll play lawyer now.
00:56:44.666 --> 00:56:45.527
Don't realize when they're
00:56:45.586 --> 00:56:46.608
putting a patient at risk.
00:56:46.628 --> 00:56:47.489
I would agree with the end,
00:56:47.528 --> 00:56:49.610
just based off not knowing anything else.
00:56:49.769 --> 00:56:51.672
But you have to qualify by saying,
00:56:51.851 --> 00:56:53.032
I think that they don't
00:56:53.072 --> 00:56:53.753
know what they're doing.
00:56:53.893 --> 00:56:54.773
They most likely don't.
00:56:55.155 --> 00:56:55.375
Come on.
00:56:55.929 --> 00:56:57.371
They don't understand proper technique.
00:56:57.510 --> 00:56:58.271
I would love to see.
00:56:58.731 --> 00:57:00.574
So I will walk into ten PT
00:57:00.594 --> 00:57:01.894
clinics that this is going on.
00:57:02.155 --> 00:57:04.056
And if I see any of it, then I'm right.
00:57:04.677 --> 00:57:06.297
Then, oh, then PTs do it, too,
00:57:06.338 --> 00:57:07.619
because I saw it happen.
00:57:07.898 --> 00:57:08.380
Listen, man,
00:57:08.840 --> 00:57:09.981
I've been to some PT clinics
00:57:10.280 --> 00:57:11.382
that were painted beige.
00:57:12.143 --> 00:57:13.563
They weren't a lot of beige,
00:57:13.583 --> 00:57:14.784
a lot of beige going on.
00:57:16.800 --> 00:57:17.740
All right, we got three minutes left.
00:57:17.760 --> 00:57:18.481
Time for parting shots.
00:57:18.501 --> 00:57:22.385
Or Dave, do you have a- No, I'll save.
00:57:22.925 --> 00:57:24.226
I have that social media thing,
00:57:26.168 --> 00:57:26.969
that Instagram account,
00:57:27.088 --> 00:57:27.889
I think would be good for
00:57:27.909 --> 00:57:28.289
stealing strategy.
00:57:28.309 --> 00:57:28.690
The rapper guy?
00:57:30.271 --> 00:57:30.771
Yeah.
00:57:30.811 --> 00:57:31.251
That's funny.
00:57:31.371 --> 00:57:31.873
No, well,
00:57:32.813 --> 00:57:35.356
the fake social media influencer guy.
00:57:36.096 --> 00:57:36.856
We could share it as like a
00:57:36.876 --> 00:57:38.077
stealing strategy.
00:57:38.117 --> 00:57:39.438
Just getting more eyeballs
00:57:39.498 --> 00:57:40.699
on your physical therapy practice.
00:57:40.800 --> 00:57:41.260
Hey, gang.
00:57:42.081 --> 00:57:43.061
Hey, gang.
00:57:43.101 --> 00:57:44.003
That's what he starts every video.
00:57:44.023 --> 00:57:44.844
All right, party shots.
00:57:44.864 --> 00:57:45.224
What do you got?
00:57:46.101 --> 00:57:49.302
Go ahead, Dave, you start.
00:57:49.322 --> 00:57:50.481
Let's go back to the marketing.
00:57:50.802 --> 00:57:52.922
I mean, just seriously get more serious.
00:57:53.262 --> 00:57:54.483
Seriously get more serious
00:57:54.523 --> 00:57:56.123
about whatever your approach is.
00:57:57.204 --> 00:57:58.164
Do like, I don't know,
00:57:58.344 --> 00:58:00.465
one or two things and just annihilate it.
00:58:00.565 --> 00:58:02.425
Like really get after it.
00:58:02.786 --> 00:58:03.686
Whether it's contacting
00:58:03.706 --> 00:58:04.847
every physician in your area,
00:58:05.186 --> 00:58:07.487
contacting every nursing company,
00:58:08.588 --> 00:58:10.530
contact every personal trainer, yoga,
00:58:10.610 --> 00:58:12.650
Pilates, whatever, acupuncture,
00:58:12.851 --> 00:58:13.391
hit them up.
00:58:13.572 --> 00:58:13.811
Hey,
00:58:14.052 --> 00:58:15.492
are you guys looking for more new
00:58:15.532 --> 00:58:16.193
patients and clients?
00:58:16.213 --> 00:58:17.655
I would love to send folks to you.
00:58:17.914 --> 00:58:19.315
And if you have zero patients,
00:58:20.096 --> 00:58:20.516
let's say you're just
00:58:20.536 --> 00:58:20.976
starting your practice,
00:58:20.996 --> 00:58:21.797
you have zero patients,
00:58:22.197 --> 00:58:23.518
then you go hit up your
00:58:23.559 --> 00:58:24.239
neighbors and your friends
00:58:24.259 --> 00:58:25.019
and your family and say, hey,
00:58:25.059 --> 00:58:26.081
go check out this place.
00:58:26.161 --> 00:58:27.922
I met Mary at the acupuncture studio.
00:58:27.961 --> 00:58:30.182
I met John at the massage studio,
00:58:30.202 --> 00:58:30.443
whatever.
00:58:30.943 --> 00:58:33.246
And send people to them first.
00:58:34.490 --> 00:58:36.211
And then they will send people to you.
00:58:36.431 --> 00:58:37.592
Like, it's just magical.
00:58:37.793 --> 00:58:38.592
But it takes effort.
00:58:38.873 --> 00:58:39.914
So it takes time and effort
00:58:39.954 --> 00:58:41.054
or it takes money with paid ads.
00:58:41.074 --> 00:58:41.815
But either way,
00:58:41.914 --> 00:58:43.255
pick one or two of these strategies.
00:58:43.775 --> 00:58:44.777
Just get after it.
00:58:45.577 --> 00:58:46.237
Fully do it.
00:58:46.458 --> 00:58:49.139
Go all in on it with time or
00:58:49.219 --> 00:58:50.519
effort and money or whatever.
00:58:50.679 --> 00:58:51.561
One of those two or three.
00:58:52.161 --> 00:58:53.021
That's all I have for today.
00:58:53.768 --> 00:58:53.989
Yeah,
00:58:54.009 --> 00:58:56.190
I'm going to go through in my
00:58:56.210 --> 00:58:57.132
Facebook group.
00:58:57.231 --> 00:58:58.773
I'm going to go through a cycle of posts,
00:58:58.833 --> 00:59:00.233
just helping people that
00:59:00.273 --> 00:59:01.856
are brand new to business.
00:59:02.275 --> 00:59:03.757
They're probably amazing therapists,
00:59:04.257 --> 00:59:05.599
but they're brand new to business.
00:59:06.018 --> 00:59:08.960
Just start their mind thinking about, oh,
00:59:09.001 --> 00:59:10.141
I never thought of it that way.
00:59:10.181 --> 00:59:11.503
I never looked at that question.
00:59:11.543 --> 00:59:12.583
That's what I need to see.
00:59:13.045 --> 00:59:14.206
So if you're not already in
00:59:14.266 --> 00:59:15.367
learn Medicare billing for
00:59:15.407 --> 00:59:17.367
mostly cash based PTO, TSLP,
00:59:17.407 --> 00:59:17.989
go check it out.
00:59:18.009 --> 00:59:19.170
It's a free Facebook group.
00:59:20.190 --> 00:59:21.253
but I'm gonna run a series
00:59:21.293 --> 00:59:23.155
of posts focused on helping
00:59:23.235 --> 00:59:24.378
people start marketing.
00:59:24.818 --> 00:59:26.442
Yeah, how bad do you want it, right?
00:59:26.481 --> 00:59:28.806
Like, did you guys ever sell,
00:59:28.826 --> 00:59:29.708
were you guys ever Boy Scouts,
00:59:29.728 --> 00:59:30.228
Cub Scouts?
00:59:31.010 --> 00:59:32.452
I sold Tom Watt.
00:59:33.293 --> 00:59:35.335
which was the greatest scam in the world.
00:59:35.416 --> 00:59:35.795
Essentially,
00:59:35.856 --> 00:59:37.197
each Cub Scout got like a
00:59:37.237 --> 00:59:39.619
cardboard suitcase filled
00:59:39.639 --> 00:59:40.659
with tchotchkes.
00:59:41.219 --> 00:59:42.782
And to be able to go on our
00:59:42.862 --> 00:59:44.963
annual Boy Scout trip, we had to earn,
00:59:44.983 --> 00:59:45.344
I don't know,
00:59:45.403 --> 00:59:46.625
three hundred bucks or something.
00:59:47.045 --> 00:59:48.465
And my parents, my parents,
00:59:48.485 --> 00:59:49.306
a good life lesson.
00:59:49.367 --> 00:59:50.748
They were just like, listen,
00:59:51.068 --> 00:59:52.028
you can't go on the trip
00:59:52.108 --> 00:59:52.929
unless you walk around the
00:59:52.949 --> 00:59:53.771
neighborhood dragging this
00:59:53.791 --> 00:59:55.211
cardboard suitcase and sell
00:59:55.791 --> 00:59:57.393
picture frames and pens and
00:59:57.414 --> 00:59:59.074
tchotchkes to your to your neighbors.
00:59:59.554 --> 01:00:02.237
They put they put the goal at the end.
01:00:02.938 --> 01:00:04.039
So we're just like, walk around,
01:00:04.199 --> 01:00:04.798
knock on the door.
01:00:04.878 --> 01:00:05.699
They didn't show me.
01:00:05.739 --> 01:00:07.019
I didn't watch a video on how to sell.
01:00:07.039 --> 01:00:08.701
It was like, hi, I'm a boy scout.
01:00:09.161 --> 01:00:10.081
I can't go on my trip.
01:00:10.481 --> 01:00:11.762
Do you want to look at some of this stuff?
01:00:12.442 --> 01:00:14.163
And so unless you're wearing
01:00:14.222 --> 01:00:15.844
out a pair of shoes or a
01:00:15.884 --> 01:00:17.965
keyboard like every single month,
01:00:18.344 --> 01:00:19.144
I don't feel bad for you
01:00:19.164 --> 01:00:21.085
because you're not trying enough.
01:00:21.106 --> 01:00:22.206
We'll be back on Thursday.
01:00:23.007 --> 01:00:24.067
I'll be live from Boston.
01:00:24.106 --> 01:00:25.248
I'm going to another one of
01:00:25.268 --> 01:00:27.489
those health to tech events in Boston.
01:00:27.509 --> 01:00:28.409
So if you're in Boston and
01:00:28.429 --> 01:00:30.068
you like healthcare and technology,
01:00:30.449 --> 01:00:32.090
DM me and I'll get you into that event.
01:00:32.789 --> 01:00:33.771
It's a cool mixer.
01:00:33.811 --> 01:00:34.650
It puts a bunch of
01:00:34.771 --> 01:00:35.972
interesting people in the room.
01:00:36.251 --> 01:00:36.731
And then I'm going to
01:00:36.771 --> 01:00:40.333
Chicago on Thursday for another mixer.
01:00:40.992 --> 01:00:41.914
I drive around.
01:00:41.974 --> 01:00:42.614
I shake hands.
01:00:42.713 --> 01:00:43.353
I kiss babies.
01:00:43.594 --> 01:00:44.233
I buy drinks.
01:00:44.253 --> 01:00:45.795
That's what I do for my job now.
01:00:46.295 --> 01:00:46.876
We'll see you guys on
01:00:46.916 --> 01:00:50.157
Thursday at eight thirty a.m.
01:00:50.277 --> 01:00:50.577
Eastern.
01:00:51.159 --> 01:00:51.699
Have a good day, guys.
01:00:52.440 --> 01:00:52.860
See you.
00:00:09.500 --> 00:00:10.240
All right.
00:00:10.259 --> 00:00:11.920
Good Tuesday morning to everybody.
00:00:12.801 --> 00:00:14.061
Welcome to PT Breakfast Club.
00:00:14.102 --> 00:00:15.682
Today's episode is going to
00:00:15.702 --> 00:00:17.364
hit home for a lot of people, I think.
00:00:17.544 --> 00:00:20.585
And it's going to bother people, right?
00:00:20.626 --> 00:00:21.486
It's going to make them feel
00:00:21.547 --> 00:00:22.167
uncomfortable.
00:00:22.266 --> 00:00:22.966
Some people it won't,
00:00:23.487 --> 00:00:24.228
but the people that will
00:00:24.288 --> 00:00:25.408
make a real uncomfortable.
00:00:26.588 --> 00:00:27.609
Because here's the truth,
00:00:27.629 --> 00:00:28.269
and we're going to get into
00:00:28.289 --> 00:00:29.411
a post that Tony shared
00:00:29.431 --> 00:00:30.530
that I think some people
00:00:30.571 --> 00:00:31.492
understood and felt,
00:00:31.551 --> 00:00:32.351
and some people missed the
00:00:32.392 --> 00:00:33.073
mark completely.
00:00:33.832 --> 00:00:35.414
Being a great PT doesn't
00:00:35.433 --> 00:00:36.634
make you a great business owner.
00:00:37.295 --> 00:00:39.055
gonna say that again being a
00:00:39.115 --> 00:00:40.256
great physical therapist
00:00:40.597 --> 00:00:41.557
doesn't make you a great
00:00:41.578 --> 00:00:42.499
business owner those are
00:00:42.539 --> 00:00:43.439
two different things like
00:00:43.460 --> 00:00:44.280
you'd never look at a good
00:00:44.320 --> 00:00:45.561
business owner and be like
00:00:45.781 --> 00:00:46.521
they must be a good
00:00:46.561 --> 00:00:47.823
physical therapist if they
00:00:47.963 --> 00:00:50.045
own I don't know a store so
00:00:50.085 --> 00:00:50.765
these two things are not
00:00:50.786 --> 00:00:51.767
the same just because you
00:00:51.807 --> 00:00:52.807
think they are that being a
00:00:52.987 --> 00:00:54.948
great pt doesn't make you a
00:00:54.988 --> 00:00:56.390
great business owner and if
00:00:56.409 --> 00:00:57.551
your clinic still feels
00:00:57.610 --> 00:00:58.932
chaotic exhausting or gets
00:00:59.012 --> 00:01:01.393
stuck this might be why and
00:01:01.494 --> 00:01:03.055
just before we hit record tony had said
00:01:04.697 --> 00:01:06.778
Well, you had said it's a marketing issue.
00:01:06.838 --> 00:01:07.198
And I'm like,
00:01:07.338 --> 00:01:08.179
I like to zoom out and go a
00:01:08.198 --> 00:01:08.659
little deeper.
00:01:08.959 --> 00:01:09.579
I don't know if they know
00:01:09.599 --> 00:01:10.301
what business they're in.
00:01:11.281 --> 00:01:11.721
Because if they don't
00:01:11.762 --> 00:01:12.462
understand that they have
00:01:12.501 --> 00:01:13.822
to market or that's part of it,
00:01:14.263 --> 00:01:15.024
that means you haven't
00:01:15.063 --> 00:01:16.144
understood the full story.
00:01:16.203 --> 00:01:16.844
So do you want me to share
00:01:16.864 --> 00:01:18.585
the post first so you can play off of it?
00:01:19.058 --> 00:01:19.679
Yeah, go ahead.
00:01:19.718 --> 00:01:20.859
And while you're putting it up there,
00:01:20.939 --> 00:01:22.540
so Dave was kind enough.
00:01:22.680 --> 00:01:24.581
Gosh, this is probably months ago now.
00:01:25.162 --> 00:01:26.664
He came into my Medicare
00:01:26.703 --> 00:01:29.846
billing course to do a full
00:01:29.906 --> 00:01:31.246
hour talking about marketing,
00:01:31.287 --> 00:01:32.447
talking about how he
00:01:32.927 --> 00:01:34.728
markets and promotes what he does.
00:01:35.429 --> 00:01:38.131
And I think so many of us, me included,
00:01:38.391 --> 00:01:39.891
I always share the story back in
00:01:41.612 --> 00:01:44.013
uh I was like I'm good I
00:01:44.034 --> 00:01:45.394
wasn't even a therapist but
00:01:45.495 --> 00:01:46.754
I had patients who wanted
00:01:46.795 --> 00:01:48.536
to see me as the tech and
00:01:48.596 --> 00:01:50.716
not the therapist because I
00:01:50.736 --> 00:01:51.957
understood like what the
00:01:51.998 --> 00:01:52.938
patient wants they don't
00:01:52.957 --> 00:01:54.159
care about strength they
00:01:54.179 --> 00:01:55.278
don't care about all this
00:01:55.319 --> 00:01:56.198
other stuff that was
00:01:56.218 --> 00:01:57.159
important to the therapist
00:01:57.579 --> 00:01:58.659
they want to feel good they
00:01:58.700 --> 00:01:59.680
want to leave feeling
00:01:59.721 --> 00:02:00.700
better than when they came
00:02:00.840 --> 00:02:01.882
in they want to have fun
00:02:01.902 --> 00:02:02.981
they want to enjoy the time
00:02:03.022 --> 00:02:03.623
that they're there
00:02:04.543 --> 00:02:07.846
So I was like, oh, a vision of grandeur.
00:02:08.006 --> 00:02:09.167
I'm good at what I do.
00:02:09.247 --> 00:02:10.608
I'm going to go start a business.
00:02:10.788 --> 00:02:11.848
I started the business and
00:02:11.870 --> 00:02:13.850
realized being good at what
00:02:13.971 --> 00:02:15.913
I do is the tiniest part of
00:02:16.013 --> 00:02:17.433
running a successful business.
00:02:18.275 --> 00:02:20.396
And so we have patients or not patients,
00:02:20.937 --> 00:02:23.258
PTs in my group, my Facebook group saying,
00:02:23.860 --> 00:02:26.962
how do I market mobile therapy services?
00:02:27.776 --> 00:02:29.836
And I put up what you've got,
00:02:30.018 --> 00:02:33.258
top ten questions, which to me, to Dave,
00:02:33.298 --> 00:02:35.218
to Jimmy, this is second nature.
00:02:35.239 --> 00:02:36.299
You can't even think of
00:02:36.399 --> 00:02:37.899
marketing without even
00:02:37.979 --> 00:02:39.360
starting with these questions.
00:02:40.060 --> 00:02:41.879
And somebody said, no, no, no, no.
00:02:42.300 --> 00:02:44.741
How do I market to patients?
00:02:44.760 --> 00:02:45.020
I'm like,
00:02:45.661 --> 00:02:46.941
I don't even know anything about
00:02:47.001 --> 00:02:47.781
what you're doing.
00:02:47.920 --> 00:02:49.201
So where do you want to go
00:02:49.282 --> 00:02:50.162
with that graphic?
00:02:51.841 --> 00:02:52.301
Um, well,
00:02:52.421 --> 00:02:54.122
I think it was the discussion of the,
00:02:54.242 --> 00:02:55.903
about the, the comment below,
00:02:55.943 --> 00:02:56.985
which like what you just said, like,
00:02:57.004 --> 00:02:57.544
good question.
00:02:57.564 --> 00:02:58.425
Like what marketing will
00:02:58.466 --> 00:02:59.787
work to attract patients?
00:03:00.747 --> 00:03:02.049
And what,
00:03:02.169 --> 00:03:03.710
what was the rest of these questions?
00:03:03.750 --> 00:03:04.691
Like right now I can see,
00:03:04.711 --> 00:03:05.531
and I'll read them just for
00:03:05.550 --> 00:03:06.451
the podcast audience.
00:03:06.792 --> 00:03:07.612
What specific you're,
00:03:07.752 --> 00:03:08.593
you're saying these are the
00:03:08.614 --> 00:03:09.854
questions you should start
00:03:09.995 --> 00:03:10.914
asking yourself.
00:03:11.737 --> 00:03:12.739
And then the answers that
00:03:12.799 --> 00:03:15.401
you give or an artificial
00:03:15.461 --> 00:03:18.283
intelligence or a friend or people,
00:03:19.025 --> 00:03:21.026
that will outline your strategy.
00:03:21.266 --> 00:03:22.187
So the first question is
00:03:22.268 --> 00:03:24.030
what specific services do I
00:03:24.189 --> 00:03:26.551
offer and who benefits most from them?
00:03:27.252 --> 00:03:28.653
Who is my ideal patient?
00:03:28.913 --> 00:03:30.674
Like we've heard clinicians say, oh,
00:03:30.875 --> 00:03:31.914
I got a bunch of this on my
00:03:31.974 --> 00:03:33.116
schedule and that's not who I want.
00:03:33.135 --> 00:03:34.855
Well, you're attracting this.
00:03:35.056 --> 00:03:36.757
So maybe change it unless you don't,
00:03:36.796 --> 00:03:37.798
unless you work at a clinic
00:03:37.818 --> 00:03:39.138
where that's not your decision.
00:03:39.418 --> 00:03:40.658
But if you're creating your own business,
00:03:41.338 --> 00:03:42.139
you would want to work with
00:03:42.158 --> 00:03:43.120
the patients that you are
00:03:43.460 --> 00:03:44.400
lit up working with.
00:03:44.439 --> 00:03:45.401
So that's the second question.
00:03:46.573 --> 00:03:47.693
What makes my service
00:03:47.794 --> 00:03:49.536
different from and better
00:03:49.575 --> 00:03:51.477
than alternatives like
00:03:51.516 --> 00:03:53.199
clinics or home care?
00:03:53.679 --> 00:03:55.221
So that was the three questions, Tony.
00:03:55.241 --> 00:03:56.442
Do you remember what else was on the list?
00:03:56.521 --> 00:03:58.043
Yeah, so real quick, I'll go through.
00:03:58.062 --> 00:03:59.844
So number four,
00:04:00.824 --> 00:04:02.366
where do my ideal patients
00:04:02.426 --> 00:04:04.328
or their caregivers spend their time?
00:04:05.209 --> 00:04:06.990
Meaning like, are they on Facebook?
00:04:07.030 --> 00:04:08.430
Are they in community centers?
00:04:08.469 --> 00:04:09.330
Are they at church?
00:04:09.389 --> 00:04:10.991
Where are they?
00:04:11.251 --> 00:04:12.830
What free or low cost ways
00:04:12.871 --> 00:04:13.951
can I start marketing,
00:04:14.111 --> 00:04:15.312
making connections with
00:04:15.372 --> 00:04:16.632
these individuals?
00:04:16.653 --> 00:04:19.132
Because I had said in the prompt, you know,
00:04:19.173 --> 00:04:20.374
these are new therapists
00:04:20.394 --> 00:04:21.673
starting a new mobile business.
00:04:21.694 --> 00:04:22.574
They don't necessarily have
00:04:22.634 --> 00:04:24.595
big budgets to put into paid ads.
00:04:25.214 --> 00:04:25.935
Number six,
00:04:26.134 --> 00:04:28.696
do I have a budget to pay for marketing?
00:04:28.836 --> 00:04:29.636
Even a couple hundred
00:04:29.675 --> 00:04:31.156
dollars or do I have to
00:04:31.197 --> 00:04:32.317
start organically?
00:04:32.857 --> 00:04:33.476
Number seven,
00:04:33.677 --> 00:04:35.137
what's the current reputation
00:04:35.177 --> 00:04:37.478
and network strength in my community?
00:04:37.577 --> 00:04:38.959
Like if you just move to an
00:04:39.059 --> 00:04:41.860
area versus if you have deep roots,
00:04:41.939 --> 00:04:43.060
if you grew up there,
00:04:43.100 --> 00:04:44.180
you played little league,
00:04:44.220 --> 00:04:45.761
you're part of the school system,
00:04:45.800 --> 00:04:46.600
the church, whatever.
00:04:47.661 --> 00:04:49.562
Uh, numbers, number eight,
00:04:49.963 --> 00:04:51.004
am I willing to
00:04:51.064 --> 00:04:52.305
consistently create
00:04:52.464 --> 00:04:55.107
educational content like articles, videos,
00:04:55.146 --> 00:04:55.507
talks?
00:04:56.007 --> 00:04:57.108
I know therapists who are like,
00:04:57.288 --> 00:04:58.108
I want patients,
00:04:58.168 --> 00:04:59.310
but I don't want to spend
00:04:59.350 --> 00:05:01.250
time on social media that
00:05:01.271 --> 00:05:02.391
puts a roadblock in front
00:05:02.432 --> 00:05:03.252
of you and makes things
00:05:03.293 --> 00:05:04.314
just a little bit harder.
00:05:05.053 --> 00:05:05.553
Number nine,
00:05:05.634 --> 00:05:07.836
how quickly do I need results?
00:05:07.915 --> 00:05:09.896
If I'm making a mortgage
00:05:09.937 --> 00:05:10.997
payment and I don't have
00:05:11.077 --> 00:05:13.678
money in the bank, I need money today.
00:05:13.738 --> 00:05:14.779
How do I get a patient to
00:05:14.800 --> 00:05:16.060
give me money today as
00:05:16.100 --> 00:05:18.661
opposed to I can wait weeks
00:05:18.802 --> 00:05:21.303
or months before the big payday comes?
00:05:22.444 --> 00:05:22.964
Insurance,
00:05:23.024 --> 00:05:25.086
I'm waiting fifteen to thirty days.
00:05:25.406 --> 00:05:27.447
Cash, I'm collecting everything up front.
00:05:27.648 --> 00:05:29.108
Those are very different models.
00:05:29.709 --> 00:05:31.069
And then how do I or how
00:05:31.189 --> 00:05:33.771
will I track what's working or not?
00:05:34.511 --> 00:05:35.312
And I think the issue,
00:05:35.351 --> 00:05:36.773
before I kick it over to Dave,
00:05:37.434 --> 00:05:39.896
I think the issue for a lot of clinicians,
00:05:39.976 --> 00:05:40.718
me included,
00:05:40.817 --> 00:05:44.362
I'm not picking anyone out of the crowd,
00:05:45.062 --> 00:05:48.786
is you think, I need more patients.
00:05:48.985 --> 00:05:50.348
What's the best marketing?
00:05:50.427 --> 00:05:52.610
Like, I have sciatica.
00:05:52.709 --> 00:05:53.851
What's the best stretch?
00:05:54.651 --> 00:05:56.514
And it's completely not the
00:05:56.553 --> 00:05:58.615
way to think of that problem.
00:05:58.656 --> 00:05:59.896
Like we need context.
00:05:59.916 --> 00:06:00.718
We need information.
00:06:00.737 --> 00:06:02.899
We need so much more before
00:06:02.920 --> 00:06:05.701
we can ever give you an answer.
00:06:05.922 --> 00:06:06.242
Dave,
00:06:06.583 --> 00:06:08.665
what are your thoughts when somebody says,
00:06:09.004 --> 00:06:10.266
you know, I need more patients.
00:06:10.326 --> 00:06:10.786
What do I do?
00:06:12.059 --> 00:06:13.019
Is this based off of just
00:06:13.060 --> 00:06:14.399
this post or that other one
00:06:14.579 --> 00:06:16.422
that we had messaged?
00:06:17.081 --> 00:06:19.103
That was like the mobile
00:06:19.163 --> 00:06:21.904
Medicare Part B. It was another post,
00:06:21.944 --> 00:06:22.704
but are we talking about
00:06:22.745 --> 00:06:23.786
these together or just this
00:06:23.906 --> 00:06:25.666
one with the questions you
00:06:25.706 --> 00:06:27.408
laid out and then Fred's comment?
00:06:28.569 --> 00:06:29.468
Whatever you like.
00:06:30.829 --> 00:06:33.170
So, I don't know.
00:06:33.271 --> 00:06:36.632
I always react somewhat, I think,
00:06:36.853 --> 00:06:37.634
I don't want to say negatively.
00:06:37.653 --> 00:06:39.154
I want to say, in my opinion,
00:06:39.194 --> 00:06:40.196
like realistically, which is...
00:06:41.206 --> 00:06:42.666
when there's these questions
00:06:42.687 --> 00:06:44.127
or comments on these Facebook groups,
00:06:45.548 --> 00:06:47.029
it's people that are even before,
00:06:47.389 --> 00:06:49.290
like Tony's saying, you gotta know this,
00:06:49.310 --> 00:06:49.911
you gotta know that,
00:06:50.432 --> 00:06:52.153
you should have already done testing,
00:06:52.173 --> 00:06:52.793
you should have already
00:06:52.834 --> 00:06:53.413
figured things out,
00:06:53.434 --> 00:06:54.774
you should have already, of course,
00:06:54.795 --> 00:06:55.475
you're gonna figure things
00:06:55.516 --> 00:06:56.536
out along the way in
00:06:56.576 --> 00:06:57.557
business and entrepreneurship.
00:06:57.776 --> 00:06:59.858
That, of course, just goes without saying.
00:07:00.759 --> 00:07:01.819
But to come in and ask such
00:07:02.339 --> 00:07:03.100
either comments or
00:07:03.141 --> 00:07:03.901
questions around
00:07:04.742 --> 00:07:07.444
newbie-type questions around marketing,
00:07:08.752 --> 00:07:09.473
I don't understand it.
00:07:09.952 --> 00:07:11.134
I don't understand if
00:07:11.154 --> 00:07:13.877
someone has a mobile Medicare practice.
00:07:15.779 --> 00:07:16.360
I don't understand why
00:07:16.380 --> 00:07:17.242
you're in a Facebook group
00:07:17.281 --> 00:07:20.165
for physical therapists asking like, hey,
00:07:20.605 --> 00:07:22.447
what marketing is working for everyone?
00:07:23.569 --> 00:07:25.471
Like Fox Rehab is what,
00:07:25.732 --> 00:07:27.413
in thirty six or something states,
00:07:27.454 --> 00:07:29.095
like soon probably every state.
00:07:29.855 --> 00:07:31.497
and like just look at like
00:07:31.517 --> 00:07:33.379
what they do so okay you
00:07:33.399 --> 00:07:34.240
can't have a person in
00:07:34.279 --> 00:07:35.300
every hospital and every
00:07:35.480 --> 00:07:37.201
nurse case manager's email
00:07:37.221 --> 00:07:38.142
and all that you can't you
00:07:38.163 --> 00:07:39.324
know but you could do it
00:07:39.363 --> 00:07:40.485
manually you can go on
00:07:40.504 --> 00:07:41.324
linkedin you could just
00:07:41.725 --> 00:07:42.545
just search linkedin and
00:07:42.605 --> 00:07:44.208
just do um hundreds of cold
00:07:44.247 --> 00:07:45.569
messages you can go to the
00:07:45.668 --> 00:07:46.389
senior center down the
00:07:46.408 --> 00:07:46.970
street you go to the
00:07:47.009 --> 00:07:48.230
library like tony said
00:07:48.250 --> 00:07:48.850
where are these people
00:07:48.870 --> 00:07:49.552
hanging out are they at
00:07:49.591 --> 00:07:50.512
pickleball courts when it's
00:07:50.552 --> 00:07:51.593
nice out are they at the
00:07:51.612 --> 00:07:52.613
library or the coffee shop
00:07:53.355 --> 00:07:54.435
when it's raining outside
00:07:54.456 --> 00:07:56.677
or whatever there's just too much of the
00:07:57.894 --> 00:07:59.257
I don't wanna do too much of a rant,
00:07:59.276 --> 00:08:00.036
but there's just too much
00:08:00.096 --> 00:08:01.759
of like the first reaction
00:08:02.060 --> 00:08:03.401
for so many therapists that
00:08:03.420 --> 00:08:04.601
are in business is I'm
00:08:04.622 --> 00:08:05.824
gonna go on Facebook or I'm
00:08:05.863 --> 00:08:07.185
gonna go into a Facebook
00:08:07.225 --> 00:08:08.947
group and I wanna like tell
00:08:08.987 --> 00:08:09.908
everyone my issues and
00:08:09.968 --> 00:08:11.069
problems and try to get
00:08:11.430 --> 00:08:12.350
some reassurance that
00:08:12.391 --> 00:08:13.091
everyone else has this
00:08:13.132 --> 00:08:14.432
problem instead of just
00:08:14.473 --> 00:08:15.894
going out and getting after it.
00:08:15.954 --> 00:08:17.656
I just don't understand like,
00:08:18.886 --> 00:08:19.706
run like if you don't have
00:08:19.747 --> 00:08:20.708
money to run facebook ads
00:08:20.747 --> 00:08:21.850
then you should be cold
00:08:21.870 --> 00:08:22.610
calling people cold
00:08:22.651 --> 00:08:24.874
messaging people scheduling
00:08:24.994 --> 00:08:26.115
uh like doing calls doing
00:08:26.175 --> 00:08:27.156
zooms interviewing
00:08:27.237 --> 00:08:28.218
influencers people in the
00:08:28.257 --> 00:08:29.379
neighborhood politicians
00:08:29.418 --> 00:08:31.682
lawyers whoever it's really
00:08:31.701 --> 00:08:33.484
not that hard I don't understand why
00:08:34.886 --> 00:08:35.707
I'm trying to be nice here I
00:08:35.727 --> 00:08:37.349
know like I want this I
00:08:37.369 --> 00:08:39.009
want this to be helpful and
00:08:39.049 --> 00:08:39.811
I want to be helpful by
00:08:39.870 --> 00:08:42.212
saying don't do the
00:08:42.253 --> 00:08:43.653
facebook question thing
00:08:43.693 --> 00:08:45.514
because it shows like maybe
00:08:45.534 --> 00:08:46.296
you've never had a business
00:08:46.336 --> 00:08:48.837
before well if this is your
00:08:48.878 --> 00:08:50.678
first business and you're I
00:08:50.698 --> 00:08:51.860
don't know twenty nine
00:08:52.059 --> 00:08:53.942
thirty five forty five
00:08:54.442 --> 00:08:55.523
you've not been smacked in
00:08:55.543 --> 00:08:56.604
the face by life yet you
00:08:56.624 --> 00:08:57.364
have not been smacked in
00:08:57.403 --> 00:08:58.105
the face you've not been
00:08:58.144 --> 00:08:58.806
punched in the face by
00:08:58.846 --> 00:09:00.447
rejection in business and
00:09:00.466 --> 00:09:01.548
entrepreneurship yet and
00:09:02.187 --> 00:09:03.249
so when you come in and ask
00:09:03.328 --> 00:09:04.730
like where do I get
00:09:05.230 --> 00:09:06.432
medicare patients from it's
00:09:06.491 --> 00:09:09.794
like I don't know like I I
00:09:09.815 --> 00:09:10.735
just don't have time to
00:09:11.917 --> 00:09:13.197
that person needs so much
00:09:13.238 --> 00:09:14.278
help that even if you help
00:09:14.298 --> 00:09:15.320
them with getting the
00:09:15.340 --> 00:09:16.922
medicare patients they're
00:09:16.961 --> 00:09:17.923
still going to have problems
00:09:18.529 --> 00:09:19.691
Before Jimmy comes in,
00:09:19.711 --> 00:09:21.091
and I think that's the thing.
00:09:21.131 --> 00:09:22.573
You hit it on the last sentence.
00:09:23.193 --> 00:09:25.296
It's like they don't know
00:09:25.316 --> 00:09:25.916
what they don't know.
00:09:26.417 --> 00:09:28.899
They're so, so green in this.
00:09:28.958 --> 00:09:29.359
Again,
00:09:29.899 --> 00:09:31.201
I thought I'd hang a business card
00:09:31.221 --> 00:09:32.201
in the sandwich shop and
00:09:32.241 --> 00:09:33.722
get flooded with new clients.
00:09:33.942 --> 00:09:36.245
This was me coming to business.
00:09:37.066 --> 00:09:38.047
I understand and I can
00:09:38.086 --> 00:09:40.048
empathize with what they're coming with.
00:09:40.649 --> 00:09:42.230
But just like you can't take
00:09:42.370 --> 00:09:44.231
a professional coach and
00:09:44.272 --> 00:09:45.513
get them to coach third
00:09:45.533 --> 00:09:46.714
grade football again,
00:09:47.254 --> 00:09:48.934
they're too far beyond that.
00:09:49.615 --> 00:09:50.476
I feel like you might be a
00:09:50.496 --> 00:09:52.738
little too far beyond the
00:09:52.918 --> 00:09:54.198
ability to help this person
00:09:54.239 --> 00:09:55.360
with this question because
00:09:55.780 --> 00:09:57.381
we got to go a hundred miles back.
00:09:57.761 --> 00:09:58.861
And we gotta be like, look,
00:09:59.081 --> 00:10:00.043
doesn't matter if you're a
00:10:00.062 --> 00:10:01.503
good therapist or a bad therapist.
00:10:01.543 --> 00:10:02.863
We gotta start with what is
00:10:02.903 --> 00:10:03.702
the business you're in,
00:10:03.722 --> 00:10:05.203
which is what Jimmy's gonna talk about.
00:10:05.303 --> 00:10:06.464
Where are you starting?
00:10:06.823 --> 00:10:07.965
What do you even wanna do?
00:10:08.024 --> 00:10:08.904
Who are the people you're
00:10:08.924 --> 00:10:09.865
trying to connect to?
00:10:10.365 --> 00:10:12.926
But that person is still
00:10:12.966 --> 00:10:14.385
stuck in the idea that they
00:10:14.405 --> 00:10:15.586
don't even realize that
00:10:15.605 --> 00:10:16.147
stuff's important.
00:10:16.167 --> 00:10:17.687
They're like, no, just give me the answer.
00:10:17.726 --> 00:10:19.807
Just give me, it's Facebook ads.
00:10:19.886 --> 00:10:20.888
Put a hundred dollars a
00:10:20.947 --> 00:10:22.168
month into Facebook ads and
00:10:22.187 --> 00:10:22.847
you will be flooded.
00:10:22.888 --> 00:10:24.369
That's the answer that they want,
00:10:24.908 --> 00:10:25.729
but it's not helpful.
00:10:28.621 --> 00:10:28.721
Yeah.
00:10:28.861 --> 00:10:29.663
Well, Scott, real quick,
00:10:29.703 --> 00:10:30.524
is asking what happened.
00:10:30.544 --> 00:10:32.168
I'll tell you what happened.
00:10:33.169 --> 00:10:33.910
And by the way,
00:10:35.441 --> 00:10:36.381
Every parent's been through this,
00:10:36.542 --> 00:10:37.982
but my twelve month old son
00:10:38.003 --> 00:10:39.183
woke me up five times last night.
00:10:39.203 --> 00:10:39.985
I didn't even shave yet.
00:10:40.044 --> 00:10:40.664
I always like to shave
00:10:40.684 --> 00:10:41.865
before I even get here, you know,
00:10:42.527 --> 00:10:44.048
and I honestly I was going
00:10:44.067 --> 00:10:45.389
to just not jump on.
00:10:45.688 --> 00:10:46.470
But that's the difference
00:10:46.490 --> 00:10:48.250
between me and a whole
00:10:48.270 --> 00:10:48.991
bunch of other folks out
00:10:49.032 --> 00:10:50.633
there is this is not even a job,
00:10:50.673 --> 00:10:52.453
but it's like I'm showing up.
00:10:52.474 --> 00:10:53.936
We do this Tuesday, Thursday morning.
00:10:54.475 --> 00:10:54.995
And here I am.
00:10:55.035 --> 00:10:55.797
I'm showing up a little
00:10:55.817 --> 00:10:56.618
maybe a little edgy,
00:10:56.798 --> 00:10:57.638
maybe a little cagey.
00:10:57.938 --> 00:11:00.080
But this is sometimes the
00:11:00.179 --> 00:11:02.001
anecdote that these therapists need.
00:11:02.378 --> 00:11:03.578
I did notice the fact that
00:11:03.798 --> 00:11:04.739
Dave has a concierge
00:11:04.778 --> 00:11:05.700
practice in New York.
00:11:06.059 --> 00:11:08.000
Tony's got a brick and mortar in Ohio.
00:11:08.120 --> 00:11:09.001
Jimmy's sort of in the middle.
00:11:09.282 --> 00:11:10.342
But we're also different
00:11:10.383 --> 00:11:12.423
because Tony's got teenagers.
00:11:12.543 --> 00:11:14.565
Dave's got a one-year-old teenager.
00:11:14.880 --> 00:11:15.140
you know,
00:11:15.321 --> 00:11:16.461
I played video games until
00:11:16.522 --> 00:11:17.442
midnight last night and
00:11:17.462 --> 00:11:19.443
woke up whatever I wanted.
00:11:20.703 --> 00:11:21.684
I do think I like how the
00:11:21.725 --> 00:11:23.206
fact that we have like the gamut there.
00:11:24.167 --> 00:11:25.086
I see what Dave's saying.
00:11:25.326 --> 00:11:26.048
I've said it before.
00:11:26.107 --> 00:11:27.928
I've had that rant this
00:11:28.009 --> 00:11:29.309
morning since I slept well,
00:11:29.450 --> 00:11:31.030
I'm going to give that person grace,
00:11:31.071 --> 00:11:32.652
which is the things that
00:11:32.692 --> 00:11:34.493
Dave knows Dave needs to
00:11:34.533 --> 00:11:35.852
give himself credit for
00:11:36.153 --> 00:11:37.073
because the stuff that he
00:11:37.094 --> 00:11:39.556
thinks is simple isn't for everybody.
00:11:39.895 --> 00:11:40.096
But,
00:11:40.316 --> 00:11:42.758
But this is sort of ready fire aim.
00:11:42.918 --> 00:11:45.379
Like what I'm guessing is in this comment,
00:11:45.399 --> 00:11:46.900
that person has a business
00:11:47.341 --> 00:11:48.662
and is now thinking,
00:11:49.523 --> 00:11:50.583
where do I get the patients from?
00:11:50.683 --> 00:11:51.864
Like, whoa,
00:11:51.903 --> 00:11:53.765
that should have been six miles
00:11:53.806 --> 00:11:56.707
before how I would like to say, hey, Max,
00:11:56.927 --> 00:11:57.708
when you're reviewing the
00:11:57.749 --> 00:11:58.970
transcript of this episode,
00:11:59.210 --> 00:12:00.770
turn Tony's questions into
00:12:00.831 --> 00:12:02.812
a into a PDF document that
00:12:02.831 --> 00:12:04.433
we can supply the listeners with later.
00:12:05.273 --> 00:12:06.495
Now that I've said that later on,
00:12:06.554 --> 00:12:07.035
it'll do that.
00:12:08.017 --> 00:12:08.918
But this is the same thing I
00:12:08.957 --> 00:12:09.799
do with big businesses.
00:12:10.080 --> 00:12:11.422
Of course, Jimmy loves visuals.
00:12:11.802 --> 00:12:12.844
This is the flow chart.
00:12:12.923 --> 00:12:13.625
I give this away.
00:12:13.926 --> 00:12:15.508
This is what I want people to look at.
00:12:15.947 --> 00:12:16.950
Like this is essentially
00:12:16.970 --> 00:12:18.192
what Tony just described,
00:12:18.211 --> 00:12:19.332
but in a visual format,
00:12:19.373 --> 00:12:21.196
which is who are you talking to?
00:12:22.116 --> 00:12:23.577
What are their problems?
00:12:23.618 --> 00:12:24.798
What are they looking to become?
00:12:24.818 --> 00:12:25.899
What are they looking to avoid?
00:12:25.940 --> 00:12:27.461
That's on the left side, that in yellow.
00:12:28.022 --> 00:12:28.623
On the right,
00:12:28.842 --> 00:12:30.063
what do you bring to the table?
00:12:30.124 --> 00:12:32.105
What's your unique selling proposition?
00:12:32.446 --> 00:12:33.966
And where their problems and
00:12:34.027 --> 00:12:35.969
goals and your uniqueness
00:12:36.208 --> 00:12:38.610
come and cross in a Venn diagram,
00:12:38.831 --> 00:12:40.111
which is my favorite type of diagram.
00:12:40.371 --> 00:12:42.014
That's your shared why.
00:12:42.033 --> 00:12:43.514
That's what Simon Sinek talks about.
00:12:43.894 --> 00:12:44.615
And from there,
00:12:44.836 --> 00:12:45.836
you need to do the legwork.
00:12:46.649 --> 00:12:47.629
What Dave was getting at,
00:12:47.669 --> 00:12:49.711
which is Alex Hormozy said, dude,
00:12:49.750 --> 00:12:50.471
if you're broke,
00:12:50.630 --> 00:12:51.750
you have no excuse of why
00:12:51.770 --> 00:12:52.650
you're not calling people
00:12:52.870 --> 00:12:55.731
or knocking on doors or walking around.
00:12:55.912 --> 00:12:56.831
Like, you know,
00:12:56.912 --> 00:12:58.111
Alex Hormozy isn't great
00:12:58.152 --> 00:12:58.852
because he's brilliant.
00:12:58.952 --> 00:12:59.773
Alex Hormozy is great
00:12:59.793 --> 00:13:01.232
because he is unabashedly
00:13:01.633 --> 00:13:03.553
not shy about saying I'm
00:13:03.573 --> 00:13:04.514
not doing well right now.
00:13:04.693 --> 00:13:06.293
But if what his line was,
00:13:06.333 --> 00:13:07.595
if you're willing to be bad
00:13:07.615 --> 00:13:08.634
at something for a hundred days,
00:13:08.654 --> 00:13:09.514
you'll beat everybody.
00:13:09.955 --> 00:13:10.535
And that is true.
00:13:11.096 --> 00:13:13.096
I just started at Athelas, my day job,
00:13:13.758 --> 00:13:14.378
two months ago.
00:13:14.519 --> 00:13:15.698
And they gave me a ton of training,
00:13:15.960 --> 00:13:16.580
a ton of it.
00:13:16.600 --> 00:13:17.980
The problem is there's so much to learn,
00:13:18.201 --> 00:13:18.981
but they have a program
00:13:19.001 --> 00:13:20.623
where I can watch videos of
00:13:20.722 --> 00:13:21.624
other people doing
00:13:21.744 --> 00:13:23.424
demonstrations to get better.
00:13:24.206 --> 00:13:24.846
Do you want to know what I
00:13:24.885 --> 00:13:25.706
do when I wake up in the
00:13:25.726 --> 00:13:27.128
morning while I'm making eggs?
00:13:27.148 --> 00:13:28.229
I'm watching other demos.
00:13:28.408 --> 00:13:29.110
Is that sexy?
00:13:29.309 --> 00:13:30.029
Absolutely not.
00:13:30.090 --> 00:13:31.350
Will it make me better in a hundred days?
00:13:31.571 --> 00:13:31.912
Yes.
00:13:32.231 --> 00:13:32.851
Am I doing it?
00:13:33.312 --> 00:13:33.653
Yes.
00:13:33.972 --> 00:13:34.594
It's pushups.
00:13:35.653 --> 00:13:37.114
The problem with just doing
00:13:37.153 --> 00:13:38.955
push-ups is this guy, Fred,
00:13:38.995 --> 00:13:41.174
needs to know where to start.
00:13:41.195 --> 00:13:41.975
If he's willing to put the
00:13:42.014 --> 00:13:43.195
comment in the Facebook group,
00:13:43.355 --> 00:13:44.076
he's got to be willing to
00:13:44.115 --> 00:13:45.375
Google it and just watch
00:13:45.395 --> 00:13:46.255
what ten other people are
00:13:46.275 --> 00:13:47.255
doing and then do the
00:13:47.296 --> 00:13:48.155
push-ups every morning.
00:13:48.475 --> 00:13:49.255
I'm very sorry.
00:13:53.057 --> 00:13:53.817
That's the truth.
00:13:55.998 --> 00:13:58.298
Well, Kendrick said,
00:13:59.158 --> 00:14:00.398
I go back and forth with my
00:14:00.457 --> 00:14:01.678
partner about always paying
00:14:01.698 --> 00:14:02.499
for certain things.
00:14:03.158 --> 00:14:03.759
Why not
00:14:04.437 --> 00:14:06.038
while not wanting to do the
00:14:06.078 --> 00:14:08.140
things that cost less cold calling,
00:14:08.181 --> 00:14:10.123
visiting offices, dropping off cards.
00:14:10.682 --> 00:14:13.044
We did at one point, you know, history,
00:14:13.426 --> 00:14:14.826
we used to do everything ourselves.
00:14:14.907 --> 00:14:16.688
My wife and I, uh, we would,
00:14:17.229 --> 00:14:18.370
we would cook the meal.
00:14:18.390 --> 00:14:19.350
We'd take the meal to the
00:14:19.390 --> 00:14:20.331
physician office.
00:14:20.371 --> 00:14:21.553
We'd set up the buffet.
00:14:22.193 --> 00:14:23.254
We, we did all of that.
00:14:23.294 --> 00:14:24.495
We would go do drop-offs.
00:14:24.736 --> 00:14:26.557
I, I used to be so like,
00:14:27.698 --> 00:14:29.700
whatever the term is, guerrilla marketing.
00:14:29.801 --> 00:14:30.961
You guys remember that book.
00:14:31.761 --> 00:14:32.942
I would grab a bunch of free
00:14:32.981 --> 00:14:34.964
newspapers on Siesta Key.
00:14:35.083 --> 00:14:37.684
I'd stuff my flyer and brochure into it.
00:14:37.705 --> 00:14:38.566
And then I go around the
00:14:38.586 --> 00:14:40.006
neighborhood at two PM or
00:14:40.047 --> 00:14:42.187
two AM and throw those free
00:14:42.248 --> 00:14:43.388
newspapers into people's
00:14:43.428 --> 00:14:45.068
driveways around my clinic.
00:14:45.110 --> 00:14:47.390
Like I would do everything.
00:14:48.259 --> 00:14:49.620
Then we got enough money in
00:14:49.660 --> 00:14:50.321
the bank account.
00:14:50.360 --> 00:14:50.721
We did.
00:14:50.761 --> 00:14:51.761
We hired a person.
00:14:52.322 --> 00:14:53.663
She had been a patient.
00:14:54.144 --> 00:14:56.885
Then she was a retired
00:14:56.926 --> 00:14:59.388
marketing something for some company.
00:14:59.908 --> 00:15:00.587
And she was awesome.
00:15:00.707 --> 00:15:01.849
And we'd pay her a, you know,
00:15:01.889 --> 00:15:03.509
a twenty hour a week position.
00:15:03.529 --> 00:15:05.292
She'd go to all the physician offices.
00:15:06.852 --> 00:15:07.952
And of course, I mean.
00:15:08.913 --> 00:15:10.014
I'll get canceled for this,
00:15:10.073 --> 00:15:11.394
but she was cute.
00:15:11.434 --> 00:15:12.414
She was friendly.
00:15:12.475 --> 00:15:13.475
She was good looking.
00:15:13.755 --> 00:15:15.816
She could get past the front
00:15:15.855 --> 00:15:17.017
desk because she was old
00:15:17.057 --> 00:15:19.096
enough to talk to the receptionist,
00:15:19.457 --> 00:15:20.758
but she was still young
00:15:20.798 --> 00:15:22.057
enough and appealing enough
00:15:22.138 --> 00:15:24.938
and had communication skills, air quotes,
00:15:25.360 --> 00:15:26.740
to talk to the surgeons.
00:15:27.320 --> 00:15:28.280
And she did amazing.
00:15:28.301 --> 00:15:28.780
Oh, boy.
00:15:29.760 --> 00:15:30.681
And she really,
00:15:30.740 --> 00:15:32.662
when we were at like five locations,
00:15:33.621 --> 00:15:35.003
she did a tremendous job.
00:15:36.609 --> 00:15:38.490
Sam is saying what also I'm thinking,
00:15:39.190 --> 00:15:40.029
which is they know the
00:15:40.129 --> 00:15:41.071
answer to the question,
00:15:41.750 --> 00:15:44.011
that they know what the things are,
00:15:44.131 --> 00:15:45.032
and it's psychology,
00:15:45.052 --> 00:15:46.432
which is how do I get over
00:15:46.451 --> 00:15:49.253
my fear and awkwardness of doing,
00:15:49.312 --> 00:15:51.274
I'm using air quotes, doing social media,
00:15:51.894 --> 00:15:53.075
posting, knocking.
00:15:55.381 --> 00:15:57.264
Being hungry is a really
00:15:57.303 --> 00:15:59.025
good motivator and teacher, right?
00:15:59.066 --> 00:16:00.187
If you understand that the
00:16:00.288 --> 00:16:01.308
only difference between you
00:16:01.328 --> 00:16:02.910
and eating tomorrow is
00:16:02.971 --> 00:16:04.373
doing something awkward today,
00:16:04.692 --> 00:16:05.673
like you'll jump.
00:16:06.455 --> 00:16:09.418
So, you know, that, I don't know,
00:16:09.438 --> 00:16:10.519
maybe there's too much safety.
00:16:11.020 --> 00:16:11.861
That's the line, right?
00:16:11.902 --> 00:16:12.682
And I always screw it up.
00:16:13.490 --> 00:16:14.772
Right.
00:16:14.812 --> 00:16:16.374
When the when the pain of
00:16:16.433 --> 00:16:18.336
inaction is you only do you
00:16:18.355 --> 00:16:19.217
only do something when the
00:16:19.238 --> 00:16:20.899
pain of inaction is greater
00:16:20.919 --> 00:16:21.760
than the pain of action.
00:16:22.381 --> 00:16:23.322
I don't care if I'm out of
00:16:23.342 --> 00:16:24.364
shape and lazy if I'm on
00:16:24.403 --> 00:16:25.466
the couch until that
00:16:25.505 --> 00:16:27.509
bothers me enough that that
00:16:27.589 --> 00:16:28.570
hurts more than what
00:16:28.629 --> 00:16:30.673
pushups feel like that I do the pushups.
00:16:31.243 --> 00:16:33.604
But I will say now we have enough options.
00:16:33.663 --> 00:16:35.466
Like I still to this day
00:16:35.505 --> 00:16:37.687
will not go to like the
00:16:37.947 --> 00:16:39.727
Chamber of Commerce, you know,
00:16:39.768 --> 00:16:41.749
card exchange and go
00:16:41.869 --> 00:16:42.909
socialize and mingle.
00:16:42.929 --> 00:16:43.831
I'm never going to do that.
00:16:44.870 --> 00:16:46.131
We have so many options.
00:16:46.152 --> 00:16:46.331
Why?
00:16:46.351 --> 00:16:47.633
Because you don't like it or
00:16:47.653 --> 00:16:48.413
you don't think the juice
00:16:48.432 --> 00:16:49.173
is worth a squeeze?
00:16:50.782 --> 00:16:53.183
The juice is always worth the squeeze.
00:16:53.384 --> 00:16:54.804
If you put the effort in,
00:16:55.086 --> 00:16:56.547
I am not comfortable going
00:16:56.606 --> 00:16:58.067
up to a stranger and trying
00:16:58.107 --> 00:16:59.149
to sell my wares.
00:16:59.188 --> 00:17:00.389
So I'm, I'm going to,
00:17:00.448 --> 00:17:01.830
it's going to be a waste of time for me,
00:17:02.171 --> 00:17:03.591
but you do something great at it,
00:17:03.991 --> 00:17:05.133
but you're doing something else.
00:17:05.432 --> 00:17:05.712
Yeah.
00:17:05.792 --> 00:17:06.593
And that's what I'm saying.
00:17:06.613 --> 00:17:08.653
So there's other options.
00:17:09.054 --> 00:17:10.654
You know, if you don't like video,
00:17:10.775 --> 00:17:12.795
you could do podcasts for voice only.
00:17:12.836 --> 00:17:13.836
If you don't like voice,
00:17:13.855 --> 00:17:15.155
you could do written content.
00:17:15.175 --> 00:17:16.896
If you don't like that, again,
00:17:16.916 --> 00:17:18.696
you could go into church groups.
00:17:18.737 --> 00:17:20.518
You can go into sports.
00:17:20.538 --> 00:17:22.818
You can go into, you know, knitting clubs.
00:17:23.098 --> 00:17:24.159
There are so many
00:17:24.278 --> 00:17:26.720
opportunities to private Facebook groups.
00:17:27.079 --> 00:17:28.701
That's why I love this graphic, right?
00:17:29.615 --> 00:17:30.836
Because you change your who
00:17:31.256 --> 00:17:32.596
and everything else after it changes.
00:17:32.616 --> 00:17:33.977
That's why I disagree with Simon Sinek,
00:17:33.997 --> 00:17:34.116
right?
00:17:34.136 --> 00:17:35.038
When he says start with why.
00:17:35.077 --> 00:17:35.718
I say start with who.
00:17:35.917 --> 00:17:36.518
Get to why.
00:17:36.917 --> 00:17:38.679
That's why in this graphic, how, where,
00:17:38.699 --> 00:17:40.519
and when are like gray.
00:17:40.858 --> 00:17:42.259
Like they're monochromatic.
00:17:42.839 --> 00:17:44.700
You can put anything you want in there.
00:17:44.819 --> 00:17:46.381
Like it sort of doesn't matter.
00:17:46.800 --> 00:17:47.921
Do what's right for you.
00:17:48.000 --> 00:17:48.961
Like I have no problem
00:17:49.001 --> 00:17:50.582
speaking or networking, right?
00:17:50.602 --> 00:17:51.803
I'm going to one of those
00:17:51.843 --> 00:17:53.002
health to tech events again
00:17:53.383 --> 00:17:54.403
in Boston tomorrow.
00:17:54.883 --> 00:17:56.124
Dude, that's my playground.
00:17:56.743 --> 00:17:58.584
But if you asked me to write something,
00:17:58.884 --> 00:17:59.345
I'd be like,
00:18:00.525 --> 00:18:01.565
I'd sit there for three hours
00:18:01.605 --> 00:18:02.664
and get no words out.
00:18:03.226 --> 00:18:04.885
Understand yourself first.
00:18:04.905 --> 00:18:05.066
Yeah.
00:18:05.365 --> 00:18:06.326
Your how, where, when?
00:18:06.625 --> 00:18:07.446
Dude, it's infinite.
00:18:07.507 --> 00:18:07.646
Like,
00:18:07.727 --> 00:18:08.967
look at the thing you're watching or
00:18:09.007 --> 00:18:10.487
listening to this thing on right now.
00:18:10.826 --> 00:18:11.708
Like, that's insane.
00:18:11.948 --> 00:18:13.827
I heard someone a few years ago.
00:18:14.347 --> 00:18:14.847
I don't want to give him
00:18:14.887 --> 00:18:15.848
credit because he gave it
00:18:15.868 --> 00:18:16.749
to me in private.
00:18:17.528 --> 00:18:17.888
But he said,
00:18:18.329 --> 00:18:19.671
watching physical therapists
00:18:19.892 --> 00:18:22.434
argue on smartphones and chat rooms,
00:18:22.795 --> 00:18:23.796
it's like handing someone
00:18:23.855 --> 00:18:25.077
TheraBand and they just use
00:18:25.097 --> 00:18:25.897
it as a slingshot.
00:18:25.917 --> 00:18:26.159
It's like,
00:18:26.378 --> 00:18:28.961
I gave you a powerful tool that
00:18:28.981 --> 00:18:30.083
you would have died for
00:18:30.123 --> 00:18:31.384
twenty years ago and then
00:18:31.424 --> 00:18:32.486
handed it to you for free
00:18:32.625 --> 00:18:34.127
and you're just using it like an idiot.
00:18:34.307 --> 00:18:34.508
Amen.
00:18:34.528 --> 00:18:37.010
Amen.
00:18:37.131 --> 00:18:38.673
What are you bitching about?
00:18:39.355 --> 00:18:41.557
So let's give three tangible,
00:18:42.318 --> 00:18:43.740
actionable things right now,
00:18:43.900 --> 00:18:45.722
one from each of us that
00:18:45.782 --> 00:18:47.505
play to our strengths that
00:18:47.585 --> 00:18:48.925
maybe this person will want
00:18:48.945 --> 00:18:50.367
to use or anybody who's out there.
00:18:50.708 --> 00:18:52.891
So if I was a mobile therapist today,
00:18:53.230 --> 00:18:55.413
starting with zero, I had no connections,
00:18:55.493 --> 00:18:56.694
no networks, nothing.
00:18:57.296 --> 00:18:58.516
I would create a free
00:18:58.536 --> 00:19:00.836
YouTube account with zero subscribers.
00:19:01.436 --> 00:19:02.636
I would start reaching out
00:19:02.676 --> 00:19:04.597
to local referral sources,
00:19:04.637 --> 00:19:06.057
whether they be physicians
00:19:06.178 --> 00:19:08.378
or non-physicians, anybody,
00:19:08.439 --> 00:19:09.979
massage therapists, chiropractors,
00:19:10.019 --> 00:19:10.420
whoever.
00:19:11.160 --> 00:19:12.440
And I would literally start
00:19:12.480 --> 00:19:13.819
inviting them on to do a
00:19:13.880 --> 00:19:15.141
ten-minute interview to
00:19:15.221 --> 00:19:16.480
highlight their specialty
00:19:16.520 --> 00:19:17.260
and what they're doing.
00:19:17.381 --> 00:19:19.281
I would just ask them three questions.
00:19:19.761 --> 00:19:20.722
I would tell them you can
00:19:20.762 --> 00:19:22.144
pick from any of the ten,
00:19:22.204 --> 00:19:23.567
but I'll just do three.
00:19:23.886 --> 00:19:25.148
You could do it from your office.
00:19:25.429 --> 00:19:27.152
Here's a free Zoom link for
00:19:27.172 --> 00:19:28.353
a free Zoom account.
00:19:28.733 --> 00:19:30.395
And I would just start those
00:19:30.576 --> 00:19:32.258
interviews with my phone.
00:19:32.597 --> 00:19:34.180
No special equipment, nothing.
00:19:34.840 --> 00:19:35.622
I would get that out there.
00:19:35.642 --> 00:19:37.343
And I'm not doing it because
00:19:37.383 --> 00:19:38.624
of the YouTube audience
00:19:38.683 --> 00:19:39.684
that doesn't exist.
00:19:39.765 --> 00:19:42.086
I'm doing it for reciprocity
00:19:42.105 --> 00:19:44.367
because that doctor is then going to say,
00:19:44.688 --> 00:19:46.549
hey, this guy, I never heard of this.
00:19:46.609 --> 00:19:47.470
What do you do again?
00:19:47.710 --> 00:19:49.471
Oh, you go to patients homes.
00:19:49.971 --> 00:19:51.432
Now that's one seed that was
00:19:51.492 --> 00:19:53.875
planted that will grow over time.
00:19:54.154 --> 00:19:55.375
So that's what I would do.
00:19:55.415 --> 00:19:56.656
But that plays to my strengths.
00:19:56.997 --> 00:19:59.098
Yeah, I would do that and I would make it,
00:19:59.159 --> 00:20:00.460
I would even lower the bar,
00:20:00.500 --> 00:20:02.401
but raise the virality is
00:20:02.781 --> 00:20:04.843
you steal what the guy from
00:20:05.243 --> 00:20:05.983
Morning Brew does,
00:20:06.003 --> 00:20:07.204
a sixty second startup.
00:20:07.705 --> 00:20:08.205
Same thing,
00:20:08.226 --> 00:20:09.527
but the whole thing isn't five minutes,
00:20:09.547 --> 00:20:11.189
it's sixty seconds, right?
00:20:11.368 --> 00:20:12.410
You're gonna pick three questions,
00:20:12.430 --> 00:20:12.950
you're gonna tell me,
00:20:13.230 --> 00:20:14.550
you're gonna tell me about you.
00:20:15.551 --> 00:20:16.732
But it's not bragging when
00:20:17.053 --> 00:20:18.993
I'm interviewing you and I'm saying, Dave,
00:20:19.054 --> 00:20:20.134
tell me three things about
00:20:20.174 --> 00:20:21.115
concierge pain relief.
00:20:21.174 --> 00:20:22.115
Do this, do this, do this.
00:20:22.596 --> 00:20:23.135
And then you just,
00:20:23.236 --> 00:20:24.257
you can clip it together on
00:20:24.297 --> 00:20:25.518
the free apps on your phone.
00:20:25.837 --> 00:20:26.538
And the whole thing,
00:20:26.557 --> 00:20:27.398
the whole interaction is
00:20:27.419 --> 00:20:28.378
gonna be five minutes.
00:20:29.019 --> 00:20:30.180
Even if no one watches it,
00:20:30.279 --> 00:20:32.320
they walk away with a video about them.
00:20:32.361 --> 00:20:34.541
It's the ultimate door opener, right?
00:20:34.563 --> 00:20:35.583
It's why guys are supposed,
00:20:35.643 --> 00:20:36.624
it's why apparently,
00:20:36.844 --> 00:20:38.224
it's why guys buy girls drinks.
00:20:38.265 --> 00:20:38.984
It's a door opener.
00:20:39.065 --> 00:20:40.105
Hey, let me get something for you.
00:20:40.385 --> 00:20:41.266
How do I help you out?
00:20:41.806 --> 00:20:43.047
Do that ten times and you
00:20:43.067 --> 00:20:44.288
don't think you get one referral?
00:20:45.423 --> 00:20:46.305
And the only thing I would
00:20:46.325 --> 00:20:47.444
add is the mentality shift
00:20:47.525 --> 00:20:49.385
of if I told you you had to
00:20:49.425 --> 00:20:50.707
fail ten times in a row and
00:20:50.727 --> 00:20:51.426
then you could quit for the
00:20:51.446 --> 00:20:52.327
day and you don't have to
00:20:52.347 --> 00:20:53.147
work until tomorrow,
00:20:53.387 --> 00:20:54.788
you'd fail as fast as you could.
00:20:55.128 --> 00:20:56.170
Ask ten people if they'll be
00:20:56.190 --> 00:20:56.710
willing to do.
00:20:57.330 --> 00:20:58.131
I would name it this.
00:20:58.171 --> 00:20:59.451
I will give this one one
00:20:59.471 --> 00:21:00.451
piece of tactical advice.
00:21:00.972 --> 00:21:02.153
I live in the town of Montgomery.
00:21:02.532 --> 00:21:04.294
I would say make it sixty
00:21:04.354 --> 00:21:05.835
second Montgomery and make
00:21:05.954 --> 00:21:07.215
everything about the community.
00:21:07.256 --> 00:21:07.395
Right.
00:21:07.415 --> 00:21:08.517
Because that person probably
00:21:08.557 --> 00:21:09.717
wants to be known in their community,
00:21:09.757 --> 00:21:10.057
too.
00:21:10.377 --> 00:21:11.498
They now see you as a way
00:21:11.518 --> 00:21:12.558
for them to get known.
00:21:15.498 --> 00:21:17.779
To expand on the Tony video thing,
00:21:17.920 --> 00:21:19.681
when you have the physician,
00:21:19.701 --> 00:21:20.701
the nurse case manager,
00:21:20.721 --> 00:21:21.902
whoever on the Zoom video,
00:21:22.423 --> 00:21:23.884
you start the video and
00:21:23.903 --> 00:21:25.244
then you introduce yourself.
00:21:25.285 --> 00:21:26.786
Like, all right, everyone, hey,
00:21:26.826 --> 00:21:27.346
welcome back.
00:21:27.486 --> 00:21:28.646
This is Dr. Dave Kittle.
00:21:28.686 --> 00:21:29.507
I'm the owner of Concierge
00:21:29.527 --> 00:21:30.488
Pain Relief Home Physical
00:21:30.528 --> 00:21:32.009
Therapy and we specialize in.
00:21:32.449 --> 00:21:33.089
And then, you know,
00:21:33.130 --> 00:21:34.411
today we have physician,
00:21:34.451 --> 00:21:36.011
doctor so-and-so and blah, blah, blah.
00:21:36.051 --> 00:21:36.872
And you kick it over to them.
00:21:37.212 --> 00:21:38.393
So even on the video,
00:21:38.673 --> 00:21:40.114
the person that is sitting there,
00:21:40.474 --> 00:21:41.555
they heard your little
00:21:41.915 --> 00:21:43.856
pitch on who you specialize in helping.
00:21:44.356 --> 00:21:45.178
They've just heard it.
00:21:46.239 --> 00:21:47.901
but you're not pitching it to them.
00:21:47.921 --> 00:21:49.061
You're doing it on the video.
00:21:49.462 --> 00:21:50.923
So then they have the deliverable.
00:21:50.943 --> 00:21:52.165
Like Tony said, they have the video,
00:21:52.226 --> 00:21:53.326
they have the link you put on YouTube,
00:21:53.366 --> 00:21:53.667
whatever.
00:21:54.288 --> 00:21:55.169
They're going to play it back.
00:21:55.189 --> 00:21:55.690
They're going to listen
00:21:55.710 --> 00:21:56.310
because they want to see
00:21:56.371 --> 00:21:57.992
how they sounded and looked and all that.
00:21:58.333 --> 00:21:59.755
Then they hear you with the intro.
00:21:59.775 --> 00:22:00.796
Like we specialize in
00:22:01.175 --> 00:22:02.557
neurological conditions or
00:22:02.657 --> 00:22:03.719
aches and pains for busy
00:22:03.759 --> 00:22:05.141
professionals or whatever your thing is.
00:22:06.198 --> 00:22:07.538
then they hear it and see it again,
00:22:07.578 --> 00:22:08.058
you pitching.
00:22:08.138 --> 00:22:10.580
And so the question of this
00:22:10.641 --> 00:22:11.381
marketing thing, Tony,
00:22:11.500 --> 00:22:13.262
is someone who needs
00:22:13.423 --> 00:22:14.762
patients right away or in
00:22:14.804 --> 00:22:17.664
the near future or both?
00:22:18.266 --> 00:22:18.546
Both.
00:22:19.359 --> 00:22:20.260
All right, let's say,
00:22:20.300 --> 00:22:21.582
so if I need a patient right away,
00:22:21.903 --> 00:22:24.125
I go on LinkedIn, I look up concierge,
00:22:24.204 --> 00:22:26.488
nurse, case managers, concierge, nursing.
00:22:27.288 --> 00:22:28.730
I DM all of them.
00:22:28.849 --> 00:22:29.651
You connect with them.
00:22:31.133 --> 00:22:32.034
Let me rephrase that.
00:22:32.394 --> 00:22:33.875
I'm not even going to say
00:22:33.915 --> 00:22:35.657
need money or need patients right away.
00:22:35.678 --> 00:22:37.900
I'm going to say needs money right away.
00:22:38.079 --> 00:22:38.161
Okay.
00:22:38.984 --> 00:22:39.845
Well,
00:22:39.904 --> 00:22:42.406
need money right away is you got to
00:22:42.426 --> 00:22:43.166
go for the right hook.
00:22:43.207 --> 00:22:44.468
You can't even do the jab, jab, jab.
00:22:44.488 --> 00:22:45.387
You got to go for the right hook.
00:22:45.407 --> 00:22:47.169
So that is you're DMing all
00:22:47.189 --> 00:22:48.308
these nurse case managers,
00:22:48.869 --> 00:22:50.550
any of these concierge
00:22:50.990 --> 00:22:53.632
nursing companies and saying, hey,
00:22:54.653 --> 00:22:56.113
we specialize in X, Y,
00:22:56.173 --> 00:22:57.993
Z. I would love to hear
00:22:58.374 --> 00:22:59.575
your current challenges or
00:22:59.615 --> 00:23:00.795
what you guys specialize in.
00:23:01.215 --> 00:23:03.196
We currently have clients in this zip code,
00:23:03.217 --> 00:23:03.876
this zip code,
00:23:03.896 --> 00:23:05.458
this zip code that have these conditions.
00:23:06.778 --> 00:23:08.219
know anyone that needs
00:23:08.358 --> 00:23:10.160
therapy for these types of
00:23:10.220 --> 00:23:11.240
issues or challenges or
00:23:11.280 --> 00:23:12.682
conditions and they might
00:23:12.741 --> 00:23:13.902
say yes now but that's a
00:23:13.961 --> 00:23:14.742
right hook so you're going
00:23:14.762 --> 00:23:15.423
to get some people that
00:23:15.482 --> 00:23:17.345
don't respond so if you did
00:23:17.365 --> 00:23:18.525
this a month ahead of time
00:23:18.846 --> 00:23:20.866
you dm them and you say hey
00:23:21.527 --> 00:23:23.428
um are you guys looking are
00:23:23.448 --> 00:23:24.368
you accepting more new
00:23:24.409 --> 00:23:25.410
patients and clients at
00:23:25.430 --> 00:23:27.211
your nursing company
00:23:27.611 --> 00:23:28.892
because we have patients
00:23:28.951 --> 00:23:30.113
even if you don't but you
00:23:30.133 --> 00:23:31.073
want to try to refer people
00:23:31.093 --> 00:23:32.294
to them but that takes more time
00:23:32.662 --> 00:23:33.763
Right,
00:23:34.244 --> 00:23:35.627
I would change your right hook into
00:23:35.688 --> 00:23:36.128
a jab.
00:23:36.189 --> 00:23:37.771
I would yes and what you're just saying.
00:23:38.153 --> 00:23:39.575
And I heard someone who started a very,
00:23:39.595 --> 00:23:41.137
very successful practice doing this.
00:23:42.421 --> 00:23:43.622
can I help you take care of
00:23:43.642 --> 00:23:45.182
your hardest to treat clients?
00:23:45.242 --> 00:23:46.503
The ones you, the ones that are,
00:23:46.544 --> 00:23:47.503
when you see them on there,
00:23:47.564 --> 00:23:49.065
I know physician Smith,
00:23:49.345 --> 00:23:50.726
you have these really hard
00:23:50.746 --> 00:23:52.146
to deal with older adult patients.
00:23:52.166 --> 00:23:52.807
You want to get them better.
00:23:52.826 --> 00:23:53.807
It's like almost not an ask.
00:23:54.228 --> 00:23:55.308
Cause what you're doing is you're saying,
00:23:55.548 --> 00:23:56.910
can I, can I take out your garbage?
00:23:57.069 --> 00:23:57.190
Like,
00:23:57.230 --> 00:23:59.010
can I do the task you don't want to do?
00:23:59.352 --> 00:24:01.373
And that's a jab to them,
00:24:01.613 --> 00:24:02.713
but it's a right hook to you.
00:24:02.814 --> 00:24:03.693
And just to be clear,
00:24:03.753 --> 00:24:05.474
Dave is using Gary V
00:24:05.515 --> 00:24:08.076
vernacular where a jab is a give and
00:24:08.156 --> 00:24:08.917
Like I'm going to give you
00:24:09.458 --> 00:24:10.819
thirty second videos for a
00:24:10.900 --> 00:24:12.300
year when you watch on Instagram.
00:24:12.320 --> 00:24:13.061
And by the time I come out
00:24:13.082 --> 00:24:14.282
with a book for twenty two dollars,
00:24:14.323 --> 00:24:16.846
you're like, that's the ask by my book.
00:24:16.865 --> 00:24:17.866
That's the right hook
00:24:18.126 --> 00:24:19.448
because it's something about me.
00:24:19.749 --> 00:24:20.910
But by the time you hear
00:24:20.950 --> 00:24:21.951
that right hook or you get
00:24:21.990 --> 00:24:22.672
pitched that right hook,
00:24:23.031 --> 00:24:24.313
you feel like you owe that person.
00:24:25.153 --> 00:24:26.875
That if you had to turn it around quickly,
00:24:26.934 --> 00:24:27.175
if I,
00:24:27.256 --> 00:24:28.516
if you said I had to make a thousand
00:24:28.536 --> 00:24:30.657
dollars tomorrow, I would DM people like,
00:24:31.238 --> 00:24:33.140
who were your hardest to treat patients?
00:24:33.380 --> 00:24:33.980
I'd love to,
00:24:34.079 --> 00:24:35.201
I'd love to assist you in
00:24:35.221 --> 00:24:35.942
taking care of them.
00:24:35.961 --> 00:24:37.242
Cause that's like, okay.
00:24:37.262 --> 00:24:37.502
Yeah.
00:24:37.603 --> 00:24:39.044
Instead of, cause what people are,
00:24:39.084 --> 00:24:40.045
it's a pattern disruption.
00:24:40.224 --> 00:24:41.486
What people are normally hearing is like,
00:24:41.746 --> 00:24:42.946
how can I have the easy thing?
00:24:43.839 --> 00:24:46.642
And that's easy, right?
00:24:46.682 --> 00:24:47.942
I got fifty people competing
00:24:47.982 --> 00:24:48.782
for the easy thing.
00:24:49.183 --> 00:24:49.943
You're the only person
00:24:49.983 --> 00:24:50.924
competing for the hard thing.
00:24:51.065 --> 00:24:51.565
Funny thing is,
00:24:51.625 --> 00:24:52.786
if you do the hard thing ten times,
00:24:52.806 --> 00:24:54.007
they'll hand you the easy
00:24:54.027 --> 00:24:54.547
thing because they feel
00:24:54.567 --> 00:24:55.468
like they owe you.
00:24:55.508 --> 00:24:56.608
There's that word reciprocity.
00:24:57.284 --> 00:24:58.884
So that's how we got established.
00:24:59.345 --> 00:25:01.307
When we first moved to Ohio,
00:25:01.606 --> 00:25:03.867
I had no direct referral relationships.
00:25:03.969 --> 00:25:06.150
My wife had a big family locally,
00:25:06.190 --> 00:25:07.151
but I had nothing.
00:25:07.770 --> 00:25:10.873
I went to the local rheumatologist.
00:25:10.893 --> 00:25:12.273
He had just come to town also.
00:25:12.354 --> 00:25:12.815
I said, hey,
00:25:13.194 --> 00:25:15.316
send me all your fibromyalgia referrals.
00:25:15.556 --> 00:25:16.737
Nobody else wants to treat them.
00:25:16.797 --> 00:25:17.778
Nobody else wants them.
00:25:18.018 --> 00:25:18.858
Send them my way.
00:25:18.959 --> 00:25:20.058
I will take good care of them.
00:25:20.480 --> 00:25:21.961
I guarantee I won't make them worse.
00:25:22.441 --> 00:25:23.422
I probably won't make them better.
00:25:23.981 --> 00:25:25.525
But I guarantee I want to make them worse.
00:25:26.266 --> 00:25:27.247
That's a great line.
00:25:27.287 --> 00:25:28.148
I guarantee.
00:25:28.169 --> 00:25:28.829
Think about that because the
00:25:28.930 --> 00:25:30.291
average person is I'm the best.
00:25:30.412 --> 00:25:32.295
I'll make them better in three visits.
00:25:32.315 --> 00:25:32.796
So real.
00:25:32.955 --> 00:25:33.757
So real.
00:25:33.797 --> 00:25:34.519
And it's honest.
00:25:34.618 --> 00:25:36.761
And people that it's honesty.
00:25:36.801 --> 00:25:37.844
So damn rare.
00:25:38.144 --> 00:25:39.165
The bar is so low.
00:25:39.894 --> 00:25:42.977
So my first one about the video interviews,
00:25:43.037 --> 00:25:44.237
that's more long-term.
00:25:44.297 --> 00:25:45.778
If I needed money today,
00:25:47.239 --> 00:25:49.079
I've been working on these graphics.
00:25:49.400 --> 00:25:50.901
So this is a graphic I
00:25:50.980 --> 00:25:53.241
prompted ChatGPT and one of
00:25:53.281 --> 00:25:55.022
the image generators within it.
00:25:55.803 --> 00:25:57.884
I said, give me an image of an older man.
00:25:58.364 --> 00:26:01.526
I think I said seventy five who fell,
00:26:02.026 --> 00:26:04.267
clearly slid out of his bed.
00:26:04.326 --> 00:26:04.426
Now,
00:26:04.446 --> 00:26:06.188
these are important words because this
00:26:06.228 --> 00:26:06.928
is what's happening.
00:26:07.048 --> 00:26:08.229
This is what happened to my dad,
00:26:08.288 --> 00:26:09.689
my my family members.
00:26:10.388 --> 00:26:12.509
He was getting in bed, slid out of his bed,
00:26:12.589 --> 00:26:13.330
got on the floor.
00:26:13.911 --> 00:26:14.731
Give me an image.
00:26:14.811 --> 00:26:16.073
He's a little bit overweight.
00:26:16.512 --> 00:26:17.314
He's fully,
00:26:17.794 --> 00:26:19.474
I specifically said fully dressed,
00:26:19.595 --> 00:26:20.935
pajamas, head to toe.
00:26:21.416 --> 00:26:23.137
I said, put his wife next to him,
00:26:23.298 --> 00:26:24.298
also older.
00:26:25.380 --> 00:26:26.901
She's consoling him,
00:26:27.080 --> 00:26:28.781
but she's unable to get him
00:26:28.942 --> 00:26:29.643
off the ground.
00:26:30.182 --> 00:26:32.566
He is clearly stressed and uncomfortable.
00:26:32.965 --> 00:26:34.587
She feels terrible because
00:26:34.627 --> 00:26:36.569
she can't help him generate
00:26:36.609 --> 00:26:37.411
this image for me.
00:26:37.631 --> 00:26:38.932
This is the image that comes up.
00:26:38.972 --> 00:26:39.752
Beautiful image.
00:26:39.834 --> 00:26:40.493
I think it's great.
00:26:41.035 --> 00:26:44.077
Now I need money in my bank account today,
00:26:44.157 --> 00:26:45.680
tomorrow, this week.
00:26:46.240 --> 00:26:48.962
I put this along with a long form copy.
00:26:50.160 --> 00:26:52.941
of, you know, the story about the person,
00:26:53.221 --> 00:26:55.480
the person who they, they,
00:26:55.641 --> 00:26:56.981
it was a non-emergency fall.
00:26:57.061 --> 00:26:58.422
You guys know, I've shared this before,
00:26:58.442 --> 00:26:59.362
non-emergency.
00:26:59.702 --> 00:27:00.682
They're embarrassed to call
00:27:00.702 --> 00:27:02.343
the paramedics or the firefighters.
00:27:02.363 --> 00:27:03.123
They've called them three
00:27:03.163 --> 00:27:04.403
times this month already.
00:27:04.784 --> 00:27:05.003
They,
00:27:05.124 --> 00:27:07.464
they know they have adult children
00:27:07.525 --> 00:27:09.424
locally, but if they call them again,
00:27:09.805 --> 00:27:10.984
they're going to feel bad.
00:27:11.025 --> 00:27:12.986
They have their own jobs, their own kids.
00:27:13.346 --> 00:27:15.385
Dave was up all night with his baby.
00:27:16.046 --> 00:27:17.666
This is the reality of life.
00:27:17.807 --> 00:27:20.047
If I'm Dave's dad stuck on the floor,
00:27:20.666 --> 00:27:22.008
I am not going to call Dave
00:27:22.028 --> 00:27:23.528
because I know he's too busy.
00:27:23.968 --> 00:27:25.448
But if there was a solution
00:27:25.468 --> 00:27:26.587
that I could call somebody
00:27:26.607 --> 00:27:27.607
in for three hundred,
00:27:27.647 --> 00:27:28.669
five hundred dollars in the
00:27:28.709 --> 00:27:29.348
middle of the night,
00:27:29.388 --> 00:27:30.249
they were willing to come
00:27:30.308 --> 00:27:33.588
over and help me discreetly, quietly,
00:27:33.809 --> 00:27:35.809
without making a big deal out of it.
00:27:36.349 --> 00:27:36.990
I'm going to do it.
00:27:37.509 --> 00:27:39.069
And so these are the kinds
00:27:39.109 --> 00:27:40.090
of high urgency.
00:27:40.111 --> 00:27:41.990
There is a guy named Victor Antonio.
00:27:42.711 --> 00:27:44.634
I found his YouTube videos years ago.
00:27:44.814 --> 00:27:46.115
He had an acronym.
00:27:46.695 --> 00:27:49.179
One of the letters was U for urgency.
00:27:49.759 --> 00:27:50.240
And I said,
00:27:50.461 --> 00:27:52.423
we're too obsessed trying to
00:27:52.482 --> 00:27:54.226
fix long-term problems.
00:27:54.645 --> 00:27:57.148
Parkinson's, neurodegenerative change,
00:27:57.328 --> 00:27:59.692
arthritis, all this stuff, like decades.
00:28:00.292 --> 00:28:01.574
Give me something that is
00:28:01.673 --> 00:28:03.236
high urgency right now.
00:28:03.355 --> 00:28:04.737
Somebody cuts your leg off
00:28:04.777 --> 00:28:05.978
and sews it back together.
00:28:06.218 --> 00:28:07.338
You get a knee replacement.
00:28:07.740 --> 00:28:08.720
That's high urgency.
00:28:09.060 --> 00:28:10.402
Those patients never cancel.
00:28:10.422 --> 00:28:11.323
They always show up.
00:28:11.343 --> 00:28:12.483
They will do anything to get
00:28:12.523 --> 00:28:13.163
into the clinic.
00:28:13.605 --> 00:28:15.926
You show me a geriatric who's on the floor,
00:28:15.967 --> 00:28:16.887
who's embarrassed to call
00:28:16.928 --> 00:28:18.249
the paramedics again.
00:28:19.009 --> 00:28:19.990
but they have the money and
00:28:20.009 --> 00:28:21.329
the resources they're going
00:28:21.349 --> 00:28:23.471
to pay to get a discreet
00:28:23.530 --> 00:28:25.491
help to come over to their house.
00:28:25.932 --> 00:28:27.112
Like these are the things
00:28:27.132 --> 00:28:27.952
that if I needed money
00:28:27.992 --> 00:28:29.272
today that I would put out
00:28:29.413 --> 00:28:30.653
into the community.
00:28:31.108 --> 00:28:32.609
So this is the difference, in my opinion,
00:28:32.650 --> 00:28:34.392
of understanding this is again,
00:28:34.592 --> 00:28:36.073
this is why my graphic here
00:28:36.554 --> 00:28:37.473
starts with who
00:28:38.015 --> 00:28:39.375
understanding your audience
00:28:39.996 --> 00:28:42.038
and it understands the
00:28:42.198 --> 00:28:43.859
psychographic of an
00:28:43.880 --> 00:28:45.840
individual or individuals
00:28:46.382 --> 00:28:47.803
versus the demographic and
00:28:47.843 --> 00:28:49.584
demographic is very objective.
00:28:49.683 --> 00:28:51.085
It is male, female.
00:28:52.026 --> 00:28:54.269
age geography zip code
00:28:54.288 --> 00:28:55.891
whatever condition that's
00:28:55.911 --> 00:28:57.211
still psychographic right
00:28:57.593 --> 00:28:58.653
and then you get into sorry
00:28:58.673 --> 00:28:59.515
that's still demographic
00:28:59.535 --> 00:29:00.576
you get into psychographic
00:29:00.615 --> 00:29:02.038
it's like what are the
00:29:02.117 --> 00:29:04.259
emotions that are underlying those things
00:29:05.136 --> 00:29:05.317
Right.
00:29:05.517 --> 00:29:06.817
I bet you if you AB tested a
00:29:06.857 --> 00:29:07.838
bunch of ads and said,
00:29:08.219 --> 00:29:09.240
if you're between the ages
00:29:09.279 --> 00:29:10.441
of seventy five and ninety
00:29:10.480 --> 00:29:11.761
five and this and this zip
00:29:11.781 --> 00:29:13.702
code and you have, you know,
00:29:13.722 --> 00:29:15.044
sign up for physical therapy,
00:29:15.464 --> 00:29:17.566
that would get minimal response.
00:29:17.906 --> 00:29:18.686
But if you said,
00:29:19.106 --> 00:29:20.489
are you afraid of falling?
00:29:20.568 --> 00:29:21.368
We have something that could
00:29:21.388 --> 00:29:22.289
discreetly help.
00:29:22.589 --> 00:29:23.891
You've identified a fear,
00:29:23.971 --> 00:29:25.692
afraid of falling and also
00:29:25.711 --> 00:29:26.692
a reason you might not call
00:29:26.732 --> 00:29:29.015
because of urgency, which is discretion.
00:29:29.174 --> 00:29:30.175
I don't want to make a big deal.
00:29:30.336 --> 00:29:31.317
Oh, don't worry about it.
00:29:32.136 --> 00:29:33.258
What happens when someone,
00:29:33.618 --> 00:29:34.960
doesn't matter their age,
00:29:35.359 --> 00:29:36.320
falls in public?
00:29:36.861 --> 00:29:38.061
The first thing they do
00:29:38.082 --> 00:29:39.182
before they actually assess
00:29:39.202 --> 00:29:40.523
themselves to see if they're okay,
00:29:40.884 --> 00:29:41.644
they say, I'm okay.
00:29:42.965 --> 00:29:43.787
Because people don't want to
00:29:43.826 --> 00:29:45.428
meet the center of attention negatively.
00:29:45.548 --> 00:29:47.349
They don't want, I'm fine, I'm fine,
00:29:47.609 --> 00:29:48.070
I'm fine.
00:29:48.530 --> 00:29:50.172
Before they even assess themselves,
00:29:50.451 --> 00:29:51.953
I'm fine, I'm fine, I'm fine.
00:29:52.193 --> 00:29:53.295
What happens when your kid falls?
00:29:53.494 --> 00:29:55.936
You're fine, you're fine.
00:29:56.196 --> 00:29:57.057
Because we don't want it to
00:29:57.077 --> 00:29:57.798
happen because we know what
00:29:57.817 --> 00:29:58.318
it feels like.
00:30:00.778 --> 00:30:02.538
There is a solution in Manhattan,
00:30:03.398 --> 00:30:04.319
in most buildings,
00:30:04.759 --> 00:30:06.000
for when people that are, you know,
00:30:06.039 --> 00:30:06.859
seventy, eighty, whatever,
00:30:06.940 --> 00:30:07.641
and slide out of bed and
00:30:07.681 --> 00:30:08.580
fall on the ground like this.
00:30:09.020 --> 00:30:10.080
Do you guys know?
00:30:10.101 --> 00:30:10.422
Doorman?
00:30:10.442 --> 00:30:10.942
Can you guess?
00:30:11.321 --> 00:30:11.521
Doorman.
00:30:11.561 --> 00:30:12.741
Exactly, the doorman.
00:30:13.122 --> 00:30:14.323
In so many buildings,
00:30:15.042 --> 00:30:16.724
over the years they will
00:30:16.765 --> 00:30:17.526
just call down to their
00:30:17.546 --> 00:30:18.606
front desk their doorman
00:30:19.366 --> 00:30:21.849
and so I don't think that
00:30:21.869 --> 00:30:22.730
this would work in
00:30:22.790 --> 00:30:24.092
manhattan unless unless
00:30:24.112 --> 00:30:24.932
they live in a building in
00:30:24.972 --> 00:30:25.794
manhattan or brooklyn or
00:30:25.814 --> 00:30:26.855
whatever that didn't have a
00:30:26.894 --> 00:30:27.875
concierge front desk
00:30:27.895 --> 00:30:29.297
doorman because these
00:30:29.336 --> 00:30:30.077
doormen they you know they
00:30:30.097 --> 00:30:31.118
tip them in you know in
00:30:31.138 --> 00:30:32.820
december and there's a you
00:30:32.840 --> 00:30:34.061
know a relationship with
00:30:34.102 --> 00:30:35.063
most of these folks and
00:30:35.083 --> 00:30:36.144
they give them you know
00:30:37.085 --> 00:30:38.266
christmas cards and holiday
00:30:38.286 --> 00:30:38.945
gifts and all that type of
00:30:38.965 --> 00:30:40.326
stuff so if they have a
00:30:40.346 --> 00:30:41.948
doorman I know for sure
00:30:41.988 --> 00:30:43.208
like I've I've had like
00:30:43.248 --> 00:30:44.489
between one visit the next
00:30:44.509 --> 00:30:45.249
visit over the years
00:30:45.529 --> 00:30:46.349
they're like oh yeah you
00:30:46.369 --> 00:30:47.210
know someone so yeah he's
00:30:47.369 --> 00:30:48.310
you know he slipped out of
00:30:48.351 --> 00:30:49.791
bed last night and you know
00:30:49.832 --> 00:30:50.852
so you know johnny at the
00:30:50.892 --> 00:30:52.153
front desk you know came up
00:30:52.192 --> 00:30:53.053
and he was nice enough to
00:30:53.413 --> 00:30:54.334
you know help him up so
00:30:54.354 --> 00:30:55.075
look at that the the the
00:30:56.075 --> 00:30:57.415
the primary function of a
00:30:57.476 --> 00:30:58.736
doorman is not to open the
00:30:58.797 --> 00:31:01.337
door it's to be there
00:31:02.861 --> 00:31:03.361
You know what I mean?
00:31:03.401 --> 00:31:04.741
It's like I need someone to
00:31:04.862 --> 00:31:06.083
do all the things that
00:31:06.383 --> 00:31:08.424
would be a dollar charge each time,
00:31:08.484 --> 00:31:10.086
but they just say, well, we,
00:31:10.246 --> 00:31:12.007
everybody in this building needs someone,
00:31:12.086 --> 00:31:12.708
so why don't we just all
00:31:12.748 --> 00:31:13.607
pool the resources?
00:31:13.948 --> 00:31:14.989
And then we've got Johnny at
00:31:15.009 --> 00:31:15.710
the front door,
00:31:16.230 --> 00:31:17.550
and I don't think his job
00:31:17.570 --> 00:31:18.250
is to open the door.
00:31:18.290 --> 00:31:19.332
I think it's to be there
00:31:19.852 --> 00:31:20.633
with exactly that.
00:31:20.873 --> 00:31:22.653
So how would you expound on that?
00:31:22.693 --> 00:31:24.095
It would only work in cities with doormen.
00:31:24.355 --> 00:31:25.715
Be Johnny's best friend and go,
00:31:26.036 --> 00:31:27.396
if it ever gets too much
00:31:27.436 --> 00:31:28.337
for you to handle,
00:31:28.698 --> 00:31:29.858
this is my card you call mine.
00:31:29.878 --> 00:31:31.319
Because I'm sure they don't want to do it.
00:31:31.460 --> 00:31:32.820
I'm sure the front desk â
00:31:34.582 --> 00:31:35.442
They want to do enough,
00:31:35.482 --> 00:31:37.324
but once they realize it's true, listen,
00:31:37.384 --> 00:31:38.825
if it's not the emergency room,
00:31:38.865 --> 00:31:40.506
but if it's above what you
00:31:40.546 --> 00:31:41.527
think you need to handle,
00:31:41.826 --> 00:31:43.008
but not an ambulance,
00:31:43.228 --> 00:31:44.068
that's where I live.
00:31:44.229 --> 00:31:44.808
You call Dave.
00:31:45.630 --> 00:31:46.611
But this is the perfect
00:31:46.651 --> 00:31:48.291
reason why just giving a
00:31:48.352 --> 00:31:50.353
marketing strategy does not work.
00:31:50.373 --> 00:31:50.834
Correct.
00:31:51.114 --> 00:31:52.555
Because like I've never
00:31:52.615 --> 00:31:54.016
lived in an apartment building.
00:31:54.215 --> 00:31:56.037
I've never even considered a doorman.
00:31:56.096 --> 00:31:57.198
This is something that is so
00:31:57.278 --> 00:31:58.898
foreign and different to me.
00:31:59.519 --> 00:32:01.540
What works for me here is,
00:32:01.661 --> 00:32:02.601
Small community,
00:32:02.661 --> 00:32:04.501
lots of houses close together.
00:32:04.922 --> 00:32:06.041
I even think back to when I
00:32:06.061 --> 00:32:07.042
was in Sarasota,
00:32:07.103 --> 00:32:08.403
lots of mobile home parks,
00:32:08.462 --> 00:32:09.804
lots of geriatrics.
00:32:09.844 --> 00:32:10.104
You know,
00:32:10.144 --> 00:32:11.624
they have the three steps to entry.
00:32:12.164 --> 00:32:12.444
I mean,
00:32:12.904 --> 00:32:15.025
each mobile home park is a goldmine.
00:32:15.165 --> 00:32:17.066
I could walk from trailer to
00:32:17.105 --> 00:32:17.986
trailer to trailer.
00:32:18.026 --> 00:32:19.307
If I was a mobile therapist,
00:32:19.426 --> 00:32:20.247
I would make a full
00:32:20.287 --> 00:32:22.048
business on one mobile home park.
00:32:22.928 --> 00:32:23.229
Um,
00:32:23.249 --> 00:32:25.369
these are things that you have to
00:32:25.490 --> 00:32:27.372
understand the context of the situation.
00:32:27.412 --> 00:32:29.413
You can't just give blanket advice.
00:32:29.953 --> 00:32:30.493
It doesn't work.
00:32:30.574 --> 00:32:30.753
Yeah.
00:32:31.255 --> 00:32:33.596
Um, in my community, there is,
00:32:33.876 --> 00:32:34.636
I'm trying to think of what
00:32:34.656 --> 00:32:36.959
the official name for it is, but it's a,
00:32:37.819 --> 00:32:38.420
it's a shed.
00:32:39.240 --> 00:32:40.541
It's a little shed next to
00:32:40.561 --> 00:32:41.383
the community center.
00:32:41.983 --> 00:32:42.544
A lean-to?
00:32:42.844 --> 00:32:44.465
It's a little more beefy than a lean-to.
00:32:44.526 --> 00:32:45.846
It's got a door with a lock on it.
00:32:46.106 --> 00:32:48.429
But essentially, if you have a walker,
00:32:48.548 --> 00:32:49.589
if you have crutches,
00:32:49.730 --> 00:32:50.932
if you have a bedside
00:32:50.971 --> 00:32:52.252
commode and you don't need it anymore,
00:32:52.393 --> 00:32:53.294
you donate it there.
00:32:53.314 --> 00:32:54.694
It's like give a penny, take a penny,
00:32:54.755 --> 00:32:55.015
right?
00:32:55.556 --> 00:32:57.297
So that's the physical structure.
00:32:57.336 --> 00:32:57.758
Because again,
00:32:57.917 --> 00:32:59.759
I don't have any doormen in my area.
00:33:00.160 --> 00:33:02.221
But who is the person who's
00:33:02.261 --> 00:33:03.383
responsible for that?
00:33:03.883 --> 00:33:05.464
Can that person become the...
00:33:05.984 --> 00:33:08.086
eight hundred number call at any hour.
00:33:08.626 --> 00:33:08.866
Right.
00:33:09.028 --> 00:33:09.788
For for help.
00:33:09.807 --> 00:33:10.229
There's too many.
00:33:10.348 --> 00:33:11.169
I mean, again,
00:33:11.229 --> 00:33:12.190
my community is pretty is
00:33:12.210 --> 00:33:12.971
like probably similar to
00:33:13.171 --> 00:33:14.412
more similar to Tony's
00:33:14.451 --> 00:33:16.053
where it's more suburban.
00:33:16.973 --> 00:33:18.515
Who who who is our doorman
00:33:18.535 --> 00:33:19.695
at two in the morning that, you know,
00:33:19.715 --> 00:33:20.356
you could call.
00:33:20.576 --> 00:33:21.837
It's not an issue.
00:33:22.238 --> 00:33:23.479
Don't listen if you don't.
00:33:23.598 --> 00:33:24.519
I tell people all the time
00:33:24.740 --> 00:33:25.621
when I have family members,
00:33:25.921 --> 00:33:26.942
if you don't call me at
00:33:26.961 --> 00:33:27.942
three in the morning and
00:33:27.962 --> 00:33:28.963
then I find out tomorrow
00:33:29.003 --> 00:33:29.765
morning at nine a.m.
00:33:29.785 --> 00:33:30.825
that you were thinking about it,
00:33:31.006 --> 00:33:32.086
I will be pissed at you.
00:33:33.106 --> 00:33:34.968
You sort of have to impart on people.
00:33:35.209 --> 00:33:36.529
And that's where the doorman comes in.
00:33:36.569 --> 00:33:37.670
They're like, well, we pay you.
00:33:38.691 --> 00:33:39.531
Yes, I'm on call.
00:33:39.571 --> 00:33:40.372
I'm downstairs.
00:33:40.731 --> 00:33:41.113
You know me.
00:33:41.153 --> 00:33:42.232
You walk by me all the time.
00:33:42.574 --> 00:33:43.394
So that's a good question.
00:33:43.433 --> 00:33:45.295
Who would be the doorman in a trailer,
00:33:45.675 --> 00:33:46.855
in a mobile home park?
00:33:46.875 --> 00:33:48.718
I don't know the answer.
00:33:48.738 --> 00:33:49.597
That's why it has to be
00:33:49.637 --> 00:33:51.839
discreet because if the kids find out,
00:33:52.059 --> 00:33:53.121
you're going to get in trouble.
00:33:55.152 --> 00:33:56.573
Final thought on this,
00:33:57.252 --> 00:33:57.894
with these Manhattan
00:33:57.913 --> 00:33:58.855
buildings with the concierge,
00:33:59.134 --> 00:34:00.836
if it happens too often,
00:34:01.156 --> 00:34:01.896
I have heard where the
00:34:01.916 --> 00:34:04.118
family or the client, the front doorman,
00:34:04.138 --> 00:34:05.299
they kind of probably get
00:34:05.619 --> 00:34:06.840
frustrated or that they're
00:34:06.861 --> 00:34:07.862
not helping enough or whatever.
00:34:08.242 --> 00:34:09.523
They call the paramedics,
00:34:10.503 --> 00:34:11.505
like an ambulance shows up
00:34:11.545 --> 00:34:13.266
and the EMTs come in and
00:34:13.686 --> 00:34:15.628
two or three of them help the patient up
00:34:16.309 --> 00:34:17.789
And now talk about discrete.
00:34:17.809 --> 00:34:19.170
That is the opposite of discrete.
00:34:19.210 --> 00:34:20.612
Now all your neighbors know
00:34:20.652 --> 00:34:22.733
that you need an ambulance.
00:34:22.773 --> 00:34:24.853
And now that pressure could
00:34:24.893 --> 00:34:26.175
result in someone paying
00:34:26.494 --> 00:34:27.396
three to five hundred bucks
00:34:27.416 --> 00:34:28.376
for that service that Tony
00:34:28.396 --> 00:34:28.916
was talking about,
00:34:29.217 --> 00:34:30.217
even in Manhattan when they
00:34:30.237 --> 00:34:30.797
have a doorman.
00:34:30.818 --> 00:34:32.559
So there are ways to,
00:34:32.579 --> 00:34:34.641
depending on the situation, potentially,
00:34:34.681 --> 00:34:35.021
Tony,
00:34:36.141 --> 00:34:37.762
could have a solution there
00:34:37.782 --> 00:34:39.103
what is going in my ad that
00:34:39.143 --> 00:34:40.264
is going in my ad the
00:34:40.364 --> 00:34:42.105
ambulance the fire truck
00:34:42.144 --> 00:34:43.085
pulling up to your house
00:34:43.166 --> 00:34:44.666
even if it's free you're
00:34:44.706 --> 00:34:46.027
paying not to have that
00:34:46.106 --> 00:34:47.367
happen what if you could
00:34:47.427 --> 00:34:48.668
flip it what if you could
00:34:48.748 --> 00:34:50.030
use psychology and say
00:34:50.349 --> 00:34:51.791
listen for three hundred
00:34:51.831 --> 00:34:53.851
bucks you got three visits
00:34:53.992 --> 00:34:55.293
like you have like give
00:34:55.353 --> 00:34:56.333
three in your holster you
00:34:56.353 --> 00:34:57.094
got three bullets in your
00:34:57.114 --> 00:34:58.556
holster so you're not
00:34:58.615 --> 00:34:59.996
paying every time you call
00:35:00.297 --> 00:35:01.356
I can pay out front three
00:35:01.376 --> 00:35:02.137
hundred paid out front
00:35:02.518 --> 00:35:03.498
Now burn one of your,
00:35:03.577 --> 00:35:04.478
burn one of your calls.
00:35:04.498 --> 00:35:05.259
Like just, you got it.
00:35:05.358 --> 00:35:05.498
Use it.
00:35:05.518 --> 00:35:06.358
You paid for it.
00:35:06.418 --> 00:35:07.800
It's already, you might as well use it.
00:35:08.099 --> 00:35:08.780
It's not going to do you any
00:35:08.800 --> 00:35:09.460
good in the bank.
00:35:10.001 --> 00:35:11.460
Cause if it gets any further,
00:35:11.481 --> 00:35:12.621
it could cost you a hundred grand.
00:35:12.882 --> 00:35:13.981
So burn that call.
00:35:14.282 --> 00:35:16.402
So move the payment earlier.
00:35:16.523 --> 00:35:18.123
And then you, I owe you.
00:35:18.362 --> 00:35:19.583
If you don't use it in a year,
00:35:19.704 --> 00:35:20.744
I'll give you the money back.
00:35:21.985 --> 00:35:23.545
Before we go to Jimmy's segment,
00:35:23.585 --> 00:35:24.324
Samuel said,
00:35:24.385 --> 00:35:25.545
sell the building lift chair
00:35:25.565 --> 00:35:27.085
that I talk about a hundred percent.
00:35:28.206 --> 00:35:28.806
I was that one.
00:35:29.626 --> 00:35:29.706
Huh?
00:35:30.146 --> 00:35:31.007
Which, which one was that?
00:35:31.047 --> 00:35:31.887
Which is the building chair?
00:35:32.559 --> 00:35:32.719
No,
00:35:32.820 --> 00:35:35.001
sell the lift chair that helps people
00:35:35.041 --> 00:35:35.942
get off the floor.
00:35:36.021 --> 00:35:38.222
Sell the building, like Dave's building.
00:35:40.023 --> 00:35:41.304
His doorman gets the
00:35:41.344 --> 00:35:43.065
building owner to buy the lift chair.
00:35:43.204 --> 00:35:44.105
I get the twenty five
00:35:44.144 --> 00:35:45.425
percent commission on it.
00:35:46.746 --> 00:35:48.246
This is an interesting one, though.
00:35:48.387 --> 00:35:49.807
Good morning, PT Pinecast.
00:35:49.827 --> 00:35:51.527
You all talk about PT business.
00:35:51.547 --> 00:35:53.188
Do you talk about things for
00:35:53.309 --> 00:35:55.429
recently licensed PTs and
00:35:55.510 --> 00:35:57.311
what you wish you would have done?
00:35:57.751 --> 00:35:59.733
while looking for a PT job.
00:35:59.873 --> 00:36:00.213
This could be,
00:36:00.233 --> 00:36:00.773
I don't know if you guys
00:36:00.793 --> 00:36:01.733
want to talk about it today
00:36:01.773 --> 00:36:02.655
or next episode,
00:36:02.695 --> 00:36:03.835
but I would love to talk
00:36:03.876 --> 00:36:05.797
about interview and stuff like that.
00:36:05.817 --> 00:36:06.016
Yeah.
00:36:06.577 --> 00:36:07.818
Next time.
00:36:07.878 --> 00:36:07.978
Okay.
00:36:07.998 --> 00:36:08.639
That's good.
00:36:08.679 --> 00:36:10.101
So max, put that on the, um,
00:36:10.181 --> 00:36:11.461
put that on the agenda for, uh,
00:36:11.501 --> 00:36:13.822
for Thursday, producer max win forever.
00:36:13.842 --> 00:36:14.923
Come back.
00:36:15.164 --> 00:36:15.385
Yeah.
00:36:15.704 --> 00:36:16.865
So I have something that I
00:36:16.885 --> 00:36:17.485
want to talk about.
00:36:17.847 --> 00:36:18.947
I have a new segment and it
00:36:18.967 --> 00:36:20.929
is called steal this strategy.
00:36:26.023 --> 00:36:26.989
All right, steal this strategy.
00:36:27.050 --> 00:36:28.135
It's where I find marketing
00:36:28.175 --> 00:36:29.081
or communications things.
00:36:29.121 --> 00:36:29.784
And I'm like, ah,
00:36:31.038 --> 00:36:31.599
Wish I had that.
00:36:31.619 --> 00:36:32.298
Wish I thought of it.
00:36:32.338 --> 00:36:32.980
Wish I stole it.
00:36:33.360 --> 00:36:34.260
This is one of those things
00:36:34.280 --> 00:36:35.702
that's going to anger
00:36:36.342 --> 00:36:37.443
physical therapists.
00:36:37.643 --> 00:36:39.686
And we get this like tribal mentality.
00:36:40.085 --> 00:36:41.166
Somebody was in a Facebook group.
00:36:41.206 --> 00:36:41.447
I don't know.
00:36:41.467 --> 00:36:42.628
I don't think it was yours, Tony.
00:36:42.989 --> 00:36:43.469
But they were like,
00:36:43.670 --> 00:36:44.590
look at this trainer
00:36:44.971 --> 00:36:45.972
advertising that they can
00:36:46.012 --> 00:36:47.954
help people with osteoporosis.
00:36:48.233 --> 00:36:49.275
And my comment was like,
00:36:49.355 --> 00:36:50.675
do we have some proprietary
00:36:50.775 --> 00:36:52.438
ownership of people with osteoporosis?
00:36:52.498 --> 00:36:52.878
We don't.
00:36:53.177 --> 00:36:55.681
Kudos to the trainer doing that.
00:36:56.121 --> 00:36:56.740
But now the,
00:36:56.860 --> 00:36:58.001
the steel of the strategy
00:36:58.342 --> 00:37:00.003
today is a little bit
00:37:00.043 --> 00:37:01.123
bigger than a personal trainer.
00:37:01.543 --> 00:37:02.483
It's a little company called,
00:37:02.523 --> 00:37:03.583
I believe it's pronounced Nike.
00:37:04.003 --> 00:37:04.465
Is it Nike?
00:37:04.565 --> 00:37:05.065
Oh, it's Nike.
00:37:05.105 --> 00:37:05.505
That's right.
00:37:05.945 --> 00:37:07.786
So Nike is moving in on our stuff,
00:37:08.865 --> 00:37:09.987
but I would rather you just
00:37:10.007 --> 00:37:10.586
take a look at their
00:37:10.606 --> 00:37:12.068
strategy because if this
00:37:12.108 --> 00:37:13.228
takes off in a year,
00:37:13.507 --> 00:37:14.148
you're going to be pissed.
00:37:14.168 --> 00:37:14.789
You didn't just do it.
00:37:14.869 --> 00:37:16.110
It was sitting right there the whole time.
00:37:16.190 --> 00:37:16.989
So here's the breakdown.
00:37:18.173 --> 00:37:20.275
It's a new boutique, brick and mortar.
00:37:20.394 --> 00:37:22.335
Nike is now outside of stores.
00:37:22.777 --> 00:37:26.077
Brick and mortar strength boutique.
00:37:26.179 --> 00:37:28.340
Nike strength studio, right?
00:37:28.400 --> 00:37:29.599
It's exactly the kind of
00:37:29.721 --> 00:37:32.661
hybrid performance model PT clinics.
00:37:32.842 --> 00:37:35.003
Some of them are, but more, in my opinion,
00:37:35.023 --> 00:37:36.043
should be already running.
00:37:36.304 --> 00:37:38.184
But here's how to do it better, right?
00:37:38.706 --> 00:37:39.905
Nike just launched this thing,
00:37:40.065 --> 00:37:40.927
and here's their pitch.
00:37:41.186 --> 00:37:45.108
Ten squat racks, one coach, twenty people.
00:37:45.309 --> 00:37:46.130
Let's say they're paying...
00:37:47.195 --> 00:37:48.277
Three hundred bucks a month.
00:37:48.936 --> 00:37:49.757
Math that for me.
00:37:49.898 --> 00:37:50.358
Right.
00:37:50.398 --> 00:37:50.958
No, no way.
00:37:50.998 --> 00:37:52.159
No way.
00:37:52.199 --> 00:37:53.260
Wait, you don't like it or you don't.
00:37:53.802 --> 00:37:54.121
No,
00:37:54.141 --> 00:37:55.463
I don't think they're going to charge
00:37:55.483 --> 00:37:55.882
that much.
00:37:55.902 --> 00:37:57.644
Or I'm just saying for membership,
00:37:57.664 --> 00:37:58.565
three hundred bucks to drop
00:37:58.606 --> 00:37:59.525
in as many times as you
00:37:59.565 --> 00:38:00.226
want or something.
00:38:00.626 --> 00:38:01.507
Unlimited for the month.
00:38:01.728 --> 00:38:01.887
Yeah,
00:38:02.068 --> 00:38:03.429
but but not unlimited because there's
00:38:03.570 --> 00:38:04.731
only twenty slots.
00:38:05.929 --> 00:38:06.769
because there's ten racks
00:38:06.849 --> 00:38:08.210
and two spots per rack, right?
00:38:08.570 --> 00:38:09.090
So the strategy,
00:38:09.170 --> 00:38:10.150
they're not selling workouts.
00:38:10.170 --> 00:38:12.012
They're selling community, culture,
00:38:12.152 --> 00:38:12.592
identity.
00:38:13.112 --> 00:38:15.351
I have a Nike Run Club shirt
00:38:15.371 --> 00:38:16.373
that I got ten years ago
00:38:16.393 --> 00:38:18.072
because it's a nice, well-designed shirt.
00:38:18.112 --> 00:38:19.193
But that's the thing.
00:38:19.373 --> 00:38:21.434
They're doing, I am an athlete,
00:38:22.273 --> 00:38:24.054
and Nike understands we sell to athletes.
00:38:24.094 --> 00:38:25.094
We do not really care what
00:38:25.135 --> 00:38:25.675
sport you're in.
00:38:25.795 --> 00:38:26.655
We're athletes.
00:38:26.974 --> 00:38:28.956
Small class size is a higher
00:38:29.496 --> 00:38:30.255
perceived value.
00:38:30.615 --> 00:38:31.836
Built-in scarcity that we
00:38:31.856 --> 00:38:32.476
just talked about.
00:38:33.561 --> 00:38:34.581
One coach, many people,
00:38:34.943 --> 00:38:36.342
scale of revenue per hour.
00:38:36.443 --> 00:38:38.083
I know, I'm a doctor of physical therapy.
00:38:38.724 --> 00:38:40.284
One-on-one care for sixty
00:38:40.304 --> 00:38:41.364
minutes is the epitome.
00:38:41.485 --> 00:38:41.985
Is it though?
00:38:42.925 --> 00:38:43.945
Smart use of space,
00:38:44.045 --> 00:38:45.487
you're not gonna need a lot of equipment.
00:38:45.567 --> 00:38:48.547
I just said, ten squat racks, one coach,
00:38:48.807 --> 00:38:49.427
twenty people.
00:38:49.467 --> 00:38:50.768
That's two people per squat rack.
00:38:51.028 --> 00:38:51.628
You're gonna cover your
00:38:51.688 --> 00:38:52.789
overhead in a couple of weeks.
00:38:53.632 --> 00:38:54.213
Here's the thing.
00:38:54.353 --> 00:38:56.393
It's a missed opportunity for PT clinics,
00:38:56.855 --> 00:38:57.775
and it should sting a
00:38:57.815 --> 00:38:59.237
little if you're not doing this.
00:38:59.257 --> 00:39:00.637
I know some PTs are,
00:39:00.958 --> 00:39:02.480
and drop below in the
00:39:02.519 --> 00:39:03.260
comments or whatever.
00:39:03.300 --> 00:39:03.760
Reach out after.
00:39:03.800 --> 00:39:04.681
I know some of you are.
00:39:04.702 --> 00:39:05.643
I'm not saying none of you are.
00:39:06.143 --> 00:39:06.742
More should be.
00:39:07.324 --> 00:39:08.664
PTs already have trust.
00:39:09.365 --> 00:39:10.347
We already have space,
00:39:10.806 --> 00:39:12.188
and we have the expertise to do this.
00:39:12.307 --> 00:39:13.208
We have the ingredients.
00:39:13.449 --> 00:39:14.630
We just decided not to make
00:39:14.650 --> 00:39:15.911
the tacos with the
00:39:15.931 --> 00:39:16.552
ingredients that we're
00:39:16.572 --> 00:39:17.172
sitting there with.
00:39:17.452 --> 00:39:18.193
It's sitting right there.
00:39:18.934 --> 00:39:20.094
So tactical ways to steal
00:39:20.135 --> 00:39:21.054
and beat this strategy,
00:39:21.474 --> 00:39:22.695
use underutilized space
00:39:22.735 --> 00:39:25.157
during what Tony would say, off hours.
00:39:25.737 --> 00:39:26.498
Don't do it during your
00:39:26.538 --> 00:39:27.297
highest billing time.
00:39:27.378 --> 00:39:28.938
No.
00:39:28.978 --> 00:39:30.059
Crazy athletes love to work
00:39:30.099 --> 00:39:30.820
at five o'clock in the
00:39:30.860 --> 00:39:31.940
morning because they get jobs.
00:39:33.041 --> 00:39:33.501
I would launch a
00:39:33.581 --> 00:39:34.822
multi-branded small group
00:39:34.902 --> 00:39:36.643
return to performance class,
00:39:37.184 --> 00:39:39.204
almost like an on-ramp from
00:39:39.224 --> 00:39:40.005
wherever you are,
00:39:40.425 --> 00:39:41.865
couch to ten K sort of angle,
00:39:41.905 --> 00:39:43.126
but with strength is how
00:39:43.166 --> 00:39:43.847
you could steal this.
00:39:44.567 --> 00:39:45.688
And now you build your own
00:39:45.788 --> 00:39:47.248
in-house strength identity and
00:39:48.297 --> 00:39:49.018
instead of just saying
00:39:49.057 --> 00:39:50.320
physical therapy rubs butts
00:39:50.601 --> 00:39:51.862
and we help people after knee surgery,
00:39:52.123 --> 00:39:53.326
this is flipping the script.
00:39:53.706 --> 00:39:55.108
We are equipped to do this
00:39:55.228 --> 00:39:56.952
in most settings.
00:39:57.273 --> 00:39:58.094
Nike made it cool.
00:39:59.096 --> 00:40:00.317
You already make it clinical.
00:40:00.536 --> 00:40:01.896
Imagine if you were able to
00:40:01.996 --> 00:40:03.418
combine clinical and cool
00:40:03.757 --> 00:40:04.798
and you stopped waiting for
00:40:04.858 --> 00:40:05.998
someone else to do it first.
00:40:06.018 --> 00:40:06.480
What a tagline there.
00:40:06.500 --> 00:40:06.820
What a pitch.
00:40:07.320 --> 00:40:08.460
Yeah, steal it.
00:40:08.561 --> 00:40:10.201
Steal that strategy because
00:40:10.360 --> 00:40:11.641
this is how you beat Nike.
00:40:11.922 --> 00:40:12.842
They just tipped their hand
00:40:12.862 --> 00:40:13.802
and showed you their cards.
00:40:14.123 --> 00:40:15.344
You're already in the community.
00:40:15.443 --> 00:40:17.025
Nike is an international brand,
00:40:17.304 --> 00:40:18.704
but you are stronger in
00:40:18.744 --> 00:40:20.706
your community because they know you.
00:40:20.907 --> 00:40:23.748
So I hope people steal this strategy.
00:40:28.396 --> 00:40:29.596
That's still the strategy this week.
00:40:31.277 --> 00:40:32.938
So what are we talking about?
00:40:32.998 --> 00:40:36.039
So with this, I like the setup.
00:40:36.099 --> 00:40:38.460
It's like semi-private group training,
00:40:38.579 --> 00:40:38.719
right?
00:40:38.760 --> 00:40:40.480
It's basically like that's what that is.
00:40:40.601 --> 00:40:41.240
It's Orange Theory.
00:40:41.260 --> 00:40:41.641
It's Orange Theory.
00:40:41.681 --> 00:40:41.780
Yeah.
00:40:42.681 --> 00:40:45.121
And so Annie does Orange Theory.
00:40:45.222 --> 00:40:47.023
And they have a ton of
00:40:47.043 --> 00:40:47.842
technology in terms of
00:40:48.083 --> 00:40:49.103
tracking each individual.
00:40:49.123 --> 00:40:53.125
But they also have a dynamic waiting list,
00:40:53.184 --> 00:40:54.146
which is pretty interesting.
00:40:54.166 --> 00:40:55.005
I don't know how they do it, but...
00:40:56.179 --> 00:40:56.878
She could be on the waiting
00:40:56.918 --> 00:40:58.400
list the night before,
00:40:58.480 --> 00:40:59.199
and there's a bunch of
00:40:59.219 --> 00:41:00.380
people at one or two a.m.
00:41:00.400 --> 00:41:03.601
that they're in the class,
00:41:03.920 --> 00:41:04.900
and then they drop out
00:41:04.942 --> 00:41:05.842
right before they would get
00:41:05.882 --> 00:41:07.422
banged with a cancellation fee.
00:41:07.661 --> 00:41:08.202
Jerry Durham,
00:41:08.222 --> 00:41:09.463
they charge a cancellation fee,
00:41:10.842 --> 00:41:11.963
and it absolutely works,
00:41:12.043 --> 00:41:12.403
even though the
00:41:12.423 --> 00:41:14.304
cancellation fee is thirty-five bucks.
00:41:14.724 --> 00:41:15.744
They've got enough demand,
00:41:16.304 --> 00:41:16.925
and it's digital.
00:41:18.077 --> 00:41:18.278
Right,
00:41:18.318 --> 00:41:20.242
but they actually enforce the cancel.
00:41:20.262 --> 00:41:22.987
So if you cancel, you're in.
00:41:23.228 --> 00:41:23.889
You're locked in because
00:41:23.909 --> 00:41:25.452
there's a set number of seats,
00:41:25.472 --> 00:41:26.394
like you said,
00:41:26.414 --> 00:41:27.617
a certain amount of people per class.
00:41:29.554 --> 00:41:30.775
but it just works.
00:41:31.594 --> 00:41:33.215
But I love this steal the strategy.
00:41:33.795 --> 00:41:35.697
And I'm not sure like when
00:41:35.737 --> 00:41:36.538
you originally pitching it,
00:41:36.657 --> 00:41:37.898
I thought you were kind of saying like,
00:41:38.619 --> 00:41:38.858
you know,
00:41:39.099 --> 00:41:40.099
physical therapy practices
00:41:40.119 --> 00:41:41.719
should consider, you know,
00:41:41.820 --> 00:41:43.340
doing it like with Nike,
00:41:43.380 --> 00:41:44.041
but then it's like,
00:41:44.061 --> 00:41:45.322
then you got to play by Nike's rules,
00:41:45.362 --> 00:41:45.561
all that.
00:41:45.581 --> 00:41:47.382
But you're talking about like, yeah,
00:41:47.782 --> 00:41:48.923
Nike's never going to call you back.
00:41:49.523 --> 00:41:50.485
And I want to,
00:41:50.505 --> 00:41:52.409
the last thing I said was
00:41:52.909 --> 00:41:54.452
Nike is an international brand.
00:41:54.592 --> 00:41:56.594
It's probably like Nike, Disney,
00:41:56.914 --> 00:41:58.818
Amazon in terms of recognizable logos,
00:41:59.137 --> 00:41:59.898
even if you do not,
00:42:00.000 --> 00:42:00.780
even if you are not from
00:42:00.800 --> 00:42:01.742
the United States, right?
00:42:02.920 --> 00:42:03.961
Here's something that... It
00:42:03.981 --> 00:42:04.922
was hard for me to wrap my
00:42:04.943 --> 00:42:06.523
head around when someone first told me.
00:42:07.023 --> 00:42:07.864
Let's pick a band.
00:42:08.184 --> 00:42:08.826
Foo Fighters.
00:42:09.306 --> 00:42:11.027
Large rock band, right?
00:42:11.266 --> 00:42:13.289
Been around for a million years, right?
00:42:13.469 --> 00:42:14.869
They have more... And I ran
00:42:14.889 --> 00:42:17.271
a radio station in Wilkes-Barre, Scranton,
00:42:17.311 --> 00:42:18.632
Pennsylvania, right?
00:42:18.773 --> 00:42:19.293
And someone...
00:42:20.114 --> 00:42:22.155
explain this to me the foo
00:42:22.175 --> 00:42:23.556
fighters have more fans
00:42:23.755 --> 00:42:26.117
worldwide but I bet you if
00:42:26.137 --> 00:42:27.217
you broke the numbers down
00:42:27.757 --> 00:42:28.918
your little radio station
00:42:28.958 --> 00:42:30.039
in northeast pennsylvania
00:42:30.398 --> 00:42:32.280
has more listeners in
00:42:32.340 --> 00:42:33.940
northeast pennsylvania than
00:42:33.960 --> 00:42:35.541
the foo fighters has fans
00:42:35.981 --> 00:42:37.461
in northeast pennsylvania
00:42:37.983 --> 00:42:38.663
so which is why they have
00:42:38.682 --> 00:42:39.902
to play all the songs not
00:42:39.923 --> 00:42:40.583
just foo fighters
00:42:42.222 --> 00:42:43.422
Correct, correct.
00:42:43.623 --> 00:42:44.844
But what they're getting at
00:42:44.905 --> 00:42:45.846
is the Foo Fighters,
00:42:46.326 --> 00:42:48.027
they're a mega international brand.
00:42:48.047 --> 00:42:48.628
But when they come to
00:42:48.648 --> 00:42:49.528
Northeast Pennsylvania,
00:42:49.548 --> 00:42:50.469
the reason Dave Grohl does
00:42:50.510 --> 00:42:51.811
the interview with me is he
00:42:51.851 --> 00:42:52.753
understands I have
00:42:52.793 --> 00:42:54.134
connections to more people
00:42:54.795 --> 00:42:55.916
that aren't his fans.
00:42:56.577 --> 00:42:57.538
The hardcore fans were
00:42:57.597 --> 00:42:58.438
already coming to the Foo
00:42:58.458 --> 00:42:59.378
Fighters show because they
00:42:59.398 --> 00:43:00.460
get the text and the emails.
00:43:01.061 --> 00:43:02.123
The difference maker for
00:43:02.143 --> 00:43:02.923
them to actually make that
00:43:02.963 --> 00:43:04.465
profitable is he needs the
00:43:04.545 --> 00:43:05.307
middle of the bell curve,
00:43:05.367 --> 00:43:06.670
the people who kind of know who they are,
00:43:06.690 --> 00:43:08.132
but maybe don't, but want to rock show.
00:43:08.512 --> 00:43:09.373
And he understood.
00:43:09.634 --> 00:43:10.755
So now change radio station
00:43:10.775 --> 00:43:11.697
to your personal clinic.
00:43:12.514 --> 00:43:14.275
Nike's got an international brand,
00:43:14.315 --> 00:43:15.896
but you have a stronger
00:43:15.916 --> 00:43:18.458
connection to people in your community.
00:43:18.838 --> 00:43:19.559
I mean, let's be honest.
00:43:19.579 --> 00:43:19.739
I mean,
00:43:19.760 --> 00:43:21.440
I live in an hour north of New York City.
00:43:21.681 --> 00:43:22.621
There's no Nike strength
00:43:22.641 --> 00:43:23.762
studio coming to my town.
00:43:24.063 --> 00:43:24.922
So you could eat there.
00:43:25.242 --> 00:43:26.164
Nike is never going to be a
00:43:26.204 --> 00:43:27.105
competitor to you.
00:43:27.204 --> 00:43:28.865
Maybe in Manhattan, maybe in L.A.,
00:43:29.005 --> 00:43:29.867
maybe in Chicago.
00:43:30.567 --> 00:43:32.427
But could you steal that strategy?
00:43:32.748 --> 00:43:34.869
It's their cards are showing to you.
00:43:35.190 --> 00:43:36.050
You don't need a million
00:43:36.070 --> 00:43:37.110
dollar ad campaign.
00:43:37.911 --> 00:43:39.452
Solve my problem and I'll show up.
00:43:40.119 --> 00:43:41.059
So what do you see the
00:43:41.099 --> 00:43:44.541
strategy being in your words?
00:43:44.601 --> 00:43:44.842
Yeah.
00:43:44.862 --> 00:43:46.023
So I see the strategy being,
00:43:46.443 --> 00:43:47.682
could you create this
00:43:47.802 --> 00:43:49.943
environment and talk to the
00:43:50.023 --> 00:43:51.565
psychographic similar to
00:43:51.585 --> 00:43:53.106
that graphic that Tony just shared,
00:43:53.166 --> 00:43:53.326
right?
00:43:53.346 --> 00:43:54.766
That older adult laying on the floor,
00:43:55.407 --> 00:43:55.827
turn it.
00:43:56.166 --> 00:43:57.967
And who do you want to be
00:43:58.027 --> 00:43:58.668
serving for this?
00:43:58.728 --> 00:44:00.048
Who would be a perfect, let's,
00:44:00.128 --> 00:44:00.708
let's play it out.
00:44:00.969 --> 00:44:02.170
Who's the perfect person
00:44:02.190 --> 00:44:03.429
coming to that Nike strength class,
00:44:03.811 --> 00:44:04.210
someone.
00:44:04.650 --> 00:44:06.891
Twenty-five to fifty-four, right?
00:44:06.911 --> 00:44:07.992
Who was an athlete.
00:44:08.072 --> 00:44:08.452
Who's like,
00:44:09.112 --> 00:44:09.333
You know,
00:44:09.373 --> 00:44:10.534
when it was it was easier when I
00:44:10.554 --> 00:44:11.974
was on the swim team or the
00:44:12.014 --> 00:44:12.833
baseball team in high
00:44:12.873 --> 00:44:13.815
school because there was
00:44:13.875 --> 00:44:15.934
practice and it was a team environment.
00:44:16.215 --> 00:44:16.396
I mean,
00:44:16.655 --> 00:44:18.315
steal the playbook of Orange Theory.
00:44:18.356 --> 00:44:19.657
It's group related.
00:44:19.777 --> 00:44:21.036
I want to be an athlete again.
00:44:21.277 --> 00:44:22.217
And by showing up,
00:44:22.478 --> 00:44:23.637
just paying and showing up,
00:44:23.878 --> 00:44:24.998
I am an athlete again.
00:44:25.318 --> 00:44:27.219
But now there's the sense of, hey,
00:44:27.259 --> 00:44:28.199
where were you this morning
00:44:28.239 --> 00:44:28.960
at the seven a.m.
00:44:28.980 --> 00:44:29.380
class?
00:44:29.440 --> 00:44:30.320
You know, we missed you, dude.
00:44:30.579 --> 00:44:31.701
Like there's that environment.
00:44:31.721 --> 00:44:33.460
So you're you're selling exercise,
00:44:33.621 --> 00:44:34.722
but you're selling the feeling.
00:44:35.632 --> 00:44:37.032
of actually being an athlete again.
00:44:37.333 --> 00:44:38.974
So I would try to find those
00:44:39.034 --> 00:44:40.275
people who were already in the community,
00:44:40.315 --> 00:44:41.356
maybe the Walmart method.
00:44:41.376 --> 00:44:43.679
Do you ever hear how Sam Walton got cool?
00:44:44.159 --> 00:44:46.922
He used to hire the cool ex-prom queen,
00:44:46.942 --> 00:44:47.822
but now she's ten years out
00:44:47.842 --> 00:44:48.242
of high school.
00:44:48.503 --> 00:44:51.304
He'd hire her at Walmart to work there,
00:44:51.385 --> 00:44:52.146
and then the whole town,
00:44:52.186 --> 00:44:53.686
the small enough town, would know, oh,
00:44:53.708 --> 00:44:55.168
well, they work there.
00:44:55.429 --> 00:44:56.429
You can co-op cool.
00:44:57.731 --> 00:44:58.231
So, I mean,
00:44:58.490 --> 00:45:00.172
the model's been used for a long time.
00:45:00.411 --> 00:45:01.713
I've always seen most
00:45:01.733 --> 00:45:03.114
clinics do it poorly.
00:45:03.494 --> 00:45:05.155
I've always seen most clinics fail.
00:45:05.195 --> 00:45:06.335
I'm seeing some do it now.
00:45:06.375 --> 00:45:09.257
There's a guy in Lexington, Kentucky.
00:45:09.697 --> 00:45:10.856
I wanted to get down there
00:45:10.896 --> 00:45:12.038
to check out their clinic.
00:45:12.077 --> 00:45:14.579
He teaches for evidence in motion.
00:45:14.659 --> 00:45:15.820
I can't think of his name right now.
00:45:16.400 --> 00:45:17.179
He and a partner,
00:45:17.380 --> 00:45:19.041
they're doing a really cool
00:45:19.101 --> 00:45:20.541
group fitness thing.
00:45:21.661 --> 00:45:23.123
I know we've had our
00:45:23.463 --> 00:45:24.623
non-covered maintenance
00:45:24.643 --> 00:45:25.943
slash wellness slash
00:45:26.023 --> 00:45:27.844
independent program for a long time.
00:45:27.884 --> 00:45:29.425
Mike Chua does an amazing job.
00:45:29.925 --> 00:45:31.746
Beautiful design, beautiful decor.
00:45:32.005 --> 00:45:34.266
I think where we fall flat,
00:45:35.067 --> 00:45:36.288
I'm going to share an image.
00:45:36.827 --> 00:45:38.188
It's hard to see because
00:45:38.288 --> 00:45:39.668
they're tiny pictures,
00:45:40.188 --> 00:45:42.409
but I asked Google to show
00:45:42.429 --> 00:45:43.610
me pictures of the inside
00:45:43.630 --> 00:45:44.851
of physical therapy clinics.
00:45:45.858 --> 00:45:47.880
Think of what Nike would create.
00:45:47.900 --> 00:45:49.641
Seth Godin talks about if
00:45:49.740 --> 00:45:51.342
Nike created a hotel,
00:45:51.362 --> 00:45:52.722
what would the hotel look like?
00:45:54.003 --> 00:45:54.963
This is what physical
00:45:55.023 --> 00:45:56.344
therapy clinics look like.
00:45:56.385 --> 00:45:58.246
They are not designed for cool.
00:45:58.266 --> 00:46:00.306
Can I ask a serious question?
00:46:00.746 --> 00:46:00.987
Yeah.
00:46:01.027 --> 00:46:01.867
When we graduate,
00:46:01.927 --> 00:46:04.750
do we get a discount on that color beige?
00:46:06.231 --> 00:46:07.070
No one wants it,
00:46:07.090 --> 00:46:08.231
so physical therapists will
00:46:08.251 --> 00:46:09.253
just paint their clinics.
00:46:09.532 --> 00:46:11.054
Look at one, two, three.
00:46:11.353 --> 00:46:12.375
They're all that just like...
00:46:12.974 --> 00:46:14.936
It's pea soup mixed with khaki.
00:46:14.996 --> 00:46:17.536
What is that?
00:46:17.657 --> 00:46:18.416
It's what it is.
00:46:18.476 --> 00:46:19.896
It's the culture of PT.
00:46:19.916 --> 00:46:21.418
So trying to make something
00:46:21.458 --> 00:46:22.717
cool in that environment.
00:46:22.777 --> 00:46:23.318
Plus,
00:46:23.898 --> 00:46:26.199
I think the resistance of the clinicians,
00:46:26.679 --> 00:46:29.400
the employed therapists where, you know,
00:46:29.420 --> 00:46:30.800
I shared this in a post the other day.
00:46:30.820 --> 00:46:31.621
I'm like, look,
00:46:32.382 --> 00:46:34.182
me and me and Jeremy right now,
00:46:34.483 --> 00:46:35.922
we're the last two people
00:46:35.983 --> 00:46:37.744
treating patients, PT and PTA.
00:46:37.804 --> 00:46:37.963
Yeah.
00:46:38.503 --> 00:46:39.403
We could handle twenty
00:46:39.423 --> 00:46:41.764
people in a group in a heartbeat.
00:46:41.864 --> 00:46:42.864
Thirty minute sessions.
00:46:42.885 --> 00:46:43.786
We'd make it fun.
00:46:43.806 --> 00:46:44.786
The place would be hop and
00:46:44.826 --> 00:46:46.166
everybody would have a great time.
00:46:46.726 --> 00:46:48.387
And we could still have one
00:46:48.427 --> 00:46:49.987
on one therapy with a
00:46:50.547 --> 00:46:52.228
Medicare covered patient in
00:46:52.268 --> 00:46:54.369
the same session like we could do that.
00:46:55.208 --> 00:46:57.831
I've rarely been able to hire a therapist,
00:46:57.871 --> 00:46:58.992
PT or PTA,
00:46:59.291 --> 00:47:02.153
who was willing and or capable
00:47:02.193 --> 00:47:03.835
to do something like that also.
00:47:03.934 --> 00:47:06.115
So then you say, well, wait a minute,
00:47:06.237 --> 00:47:07.858
if I'm not going to hire a PT to do it,
00:47:07.898 --> 00:47:09.137
do I go outside of PT,
00:47:09.177 --> 00:47:11.519
hire a fitness instructor
00:47:11.539 --> 00:47:12.440
or something like that?
00:47:13.021 --> 00:47:13.320
Yeah.
00:47:13.340 --> 00:47:14.222
But then, you know,
00:47:14.302 --> 00:47:15.702
now you're starting to get away.
00:47:15.782 --> 00:47:17.103
Is this a fitness business
00:47:17.164 --> 00:47:18.304
or a therapy business?
00:47:18.324 --> 00:47:20.606
And I think brings confusion into it.
00:47:20.947 --> 00:47:22.608
And then you're like, well, shoot,
00:47:22.648 --> 00:47:23.429
if I'm going to pay this
00:47:23.469 --> 00:47:24.989
person fifty bucks an hour,
00:47:25.469 --> 00:47:26.990
I could hire a PT for fifty
00:47:27.030 --> 00:47:27.692
bucks an hour.
00:47:27.711 --> 00:47:32.014
Like, I just don't see it ever being done.
00:47:32.135 --> 00:47:33.275
Well, I love it.
00:47:33.476 --> 00:47:34.717
I wish it happened more.
00:47:35.632 --> 00:47:37.592
Joe is saying, in New York City,
00:47:37.672 --> 00:47:38.793
Motive New York seems to be
00:47:38.813 --> 00:47:39.353
doing it well.
00:47:39.373 --> 00:47:39.795
So, of course,
00:47:39.835 --> 00:47:41.215
I went and got Motive's website.
00:47:41.295 --> 00:47:42.056
Look, right off the bat,
00:47:42.295 --> 00:47:43.476
Marathon Prep Guide.
00:47:43.536 --> 00:47:45.057
In New York, if you're an athlete,
00:47:45.077 --> 00:47:45.737
it's April.
00:47:46.057 --> 00:47:47.518
This is crazy that they're
00:47:47.559 --> 00:47:48.199
promoting a marathon.
00:47:48.219 --> 00:47:49.420
The marathon's in November.
00:47:49.701 --> 00:47:50.380
This is when you start
00:47:50.420 --> 00:47:51.422
training for the marathon.
00:47:51.902 --> 00:47:52.782
This is when you poke that
00:47:52.802 --> 00:47:53.422
emotional course.
00:47:53.543 --> 00:47:54.163
I went to their website.
00:47:54.182 --> 00:47:55.304
It's the first thing that popped up.
00:47:55.764 --> 00:47:56.625
Unlock your running
00:47:56.664 --> 00:47:58.045
potential marathon prep guide.
00:47:58.505 --> 00:47:59.246
The only thing I would say,
00:47:59.266 --> 00:48:00.067
I've been clicking around.
00:48:00.106 --> 00:48:00.226
Like,
00:48:00.266 --> 00:48:01.947
this looks like what we're describing.
00:48:02.148 --> 00:48:04.530
Group, this is a physical therapy clinic.
00:48:04.590 --> 00:48:04.969
Bing!
00:48:05.489 --> 00:48:06.811
And the pictures that I'm seeing, oh,
00:48:06.831 --> 00:48:07.291
there's people with
00:48:07.331 --> 00:48:08.592
kettlebells and people on wall.
00:48:08.612 --> 00:48:08.913
Look at that.
00:48:09.153 --> 00:48:10.815
Look, there's no beige on that.
00:48:11.096 --> 00:48:11.536
What's up?
00:48:11.576 --> 00:48:13.978
They painted it white and gray and trendy.
00:48:14.018 --> 00:48:15.400
The only thing I would say
00:48:15.460 --> 00:48:16.981
is like more pictures of the group.
00:48:17.762 --> 00:48:19.043
Like, I want to see the club.
00:48:19.103 --> 00:48:19.824
I want to see like,
00:48:20.083 --> 00:48:21.123
but it looks like they're
00:48:21.143 --> 00:48:23.025
doing this exact thing at Motive,
00:48:23.445 --> 00:48:25.206
M-O-T-I-V, NewYork.com.
00:48:25.728 --> 00:48:25.887
Yeah,
00:48:25.907 --> 00:48:27.489
shout out to one of their co-founders,
00:48:27.849 --> 00:48:28.510
David Joe.
00:48:29.250 --> 00:48:30.630
Also, since you have your web browser up,
00:48:30.670 --> 00:48:34.434
can you also pull up RechargeXBit.com?
00:48:34.454 --> 00:48:36.074
So you guys know Gene Chirac abroad.
00:48:36.094 --> 00:48:37.556
They've been doing this for
00:48:37.615 --> 00:48:38.836
years down in Maryland.
00:48:39.197 --> 00:48:41.139
Recharge, where they have,
00:48:41.699 --> 00:48:42.679
there is no beige.
00:48:42.719 --> 00:48:45.501
Their walls are orange and black.
00:48:45.581 --> 00:48:46.443
Orange and black.
00:48:48.003 --> 00:48:49.704
and so they have now I know
00:48:49.864 --> 00:48:51.224
I know what tony just said
00:48:51.284 --> 00:48:52.846
of like you're you know
00:48:52.865 --> 00:48:53.726
what are you are you a
00:48:53.746 --> 00:48:54.586
fitness business are you a
00:48:54.606 --> 00:48:55.507
physical therapy business
00:48:55.527 --> 00:48:57.648
um but you can see all the
00:48:57.688 --> 00:48:59.150
media he does they have a
00:48:59.190 --> 00:49:00.409
podcast they have youtube
00:49:00.429 --> 00:49:02.632
videos they they have small
00:49:02.672 --> 00:49:03.692
group fitness classes and
00:49:03.711 --> 00:49:05.012
then if someone gets dinged
00:49:05.052 --> 00:49:05.954
and banged up or whatever
00:49:05.994 --> 00:49:07.173
they have some injury they
00:49:07.193 --> 00:49:07.934
have I think they have a
00:49:07.974 --> 00:49:09.114
couple private rooms or
00:49:09.155 --> 00:49:09.896
they treat out in the open
00:49:09.916 --> 00:49:11.817
I'm not sure but they'll do
00:49:11.976 --> 00:49:12.936
hands-on physical therapy
00:49:13.016 --> 00:49:13.777
one-on-one visits
00:49:14.237 --> 00:49:16.139
And then assuming they
00:49:16.318 --> 00:49:18.300
discharge those episodic
00:49:18.320 --> 00:49:20.280
cares of patient injuries
00:49:20.340 --> 00:49:21.101
and plans of care,
00:49:21.442 --> 00:49:22.461
and then they continue in
00:49:22.501 --> 00:49:23.603
the group fitness class.
00:49:23.643 --> 00:49:25.884
So it's kind of like their
00:49:25.983 --> 00:49:27.324
own CrossFit in a way.
00:49:28.125 --> 00:49:29.085
They might have been a CrossFit.
00:49:29.126 --> 00:49:29.846
Maybe they're not now.
00:49:30.186 --> 00:49:30.786
I'm not sure.
00:49:30.806 --> 00:49:31.827
But Gene could maybe come on
00:49:31.847 --> 00:49:32.327
in the future.
00:49:33.987 --> 00:49:36.909
But this model does allow for...
00:49:37.969 --> 00:49:39.490
the members to stay he calls
00:49:39.530 --> 00:49:40.590
the members so they they
00:49:40.650 --> 00:49:41.871
stay as long as they don't
00:49:42.052 --> 00:49:43.092
cancel but you know I hope
00:49:43.411 --> 00:49:44.391
they obviously say he's got
00:49:44.431 --> 00:49:45.813
a community they moved to a
00:49:45.853 --> 00:49:46.972
bigger location somewhat
00:49:47.012 --> 00:49:49.414
recently and um the folks
00:49:49.434 --> 00:49:51.255
stay with them continue to
00:49:51.275 --> 00:49:52.355
pay monthly then if they
00:49:52.394 --> 00:49:53.496
have an injury or whatever
00:49:53.556 --> 00:49:55.135
they'll pay separately for
00:49:55.175 --> 00:49:57.336
that uh but I like that
00:49:57.376 --> 00:49:58.197
model in terms of the
00:49:58.237 --> 00:49:59.257
recurring model and that's
00:49:59.297 --> 00:50:00.398
the best component of the
00:50:00.438 --> 00:50:01.719
whole group fitness class
00:50:02.199 --> 00:50:04.099
but again you know tony I
00:50:04.119 --> 00:50:05.099
like to put I do like the
00:50:05.119 --> 00:50:07.001
pushback of like what is this is this
00:50:07.501 --> 00:50:08.862
Is this, you know, fitness,
00:50:09.242 --> 00:50:10.722
is this fitness forward, physical therapy,
00:50:10.742 --> 00:50:12.003
whatever that is like, you know, like,
00:50:12.302 --> 00:50:13.143
and maybe, maybe it's okay.
00:50:13.164 --> 00:50:13.963
Maybe like, you know,
00:50:14.043 --> 00:50:15.704
other people are fine with it, but yeah,
00:50:15.764 --> 00:50:15.885
it's,
00:50:16.005 --> 00:50:17.585
it's not traditional physical therapy.
00:50:18.905 --> 00:50:19.847
One other, you know,
00:50:20.467 --> 00:50:21.307
just because everything
00:50:21.327 --> 00:50:23.728
we've shown so far is like good looking,
00:50:23.849 --> 00:50:26.309
sweaty, like young, healthy.
00:50:27.811 --> 00:50:29.550
You can build a model around anything.
00:50:29.570 --> 00:50:31.391
Now, if you guys remember curves,
00:50:32.612 --> 00:50:34.454
curves was designed for women.
00:50:35.034 --> 00:50:36.875
who didn't feel comfortable
00:50:37.016 --> 00:50:39.797
exercising around other people, you know,
00:50:39.878 --> 00:50:41.418
hydraulic resistance, I mean,
00:50:41.559 --> 00:50:42.659
minimal improvement,
00:50:42.699 --> 00:50:44.001
like anybody with any
00:50:44.061 --> 00:50:45.722
reasonable expectation of
00:50:46.242 --> 00:50:47.543
strength gains or fitness,
00:50:47.603 --> 00:50:48.804
it's never gonna happen in
00:50:48.844 --> 00:50:49.625
this environment,
00:50:49.945 --> 00:50:51.246
but that's not what they were selling.
00:50:51.666 --> 00:50:52.887
They were selling community,
00:50:52.927 --> 00:50:54.208
they were selling the
00:50:54.248 --> 00:50:57.931
connection and I would love to see,
00:50:57.951 --> 00:50:59.172
and I'm shocked that I
00:50:59.211 --> 00:51:00.472
haven't seen this more,
00:51:01.494 --> 00:51:04.496
Places they used to call something a mog,
00:51:04.737 --> 00:51:06.719
a medical oriented gym.
00:51:07.139 --> 00:51:08.019
I hate that word.
00:51:08.079 --> 00:51:08.820
I hate mog.
00:51:09.501 --> 00:51:12.224
But but a place like that
00:51:12.625 --> 00:51:14.286
specifically for people
00:51:14.405 --> 00:51:16.849
using adaptive equipment, for amputees,
00:51:16.889 --> 00:51:18.269
for all sorts of stuff.
00:51:19.391 --> 00:51:20.231
I think there's a huge
00:51:20.291 --> 00:51:22.014
opportunity in the neuro space.
00:51:22.134 --> 00:51:23.375
I don't do any neuro rehab,
00:51:23.414 --> 00:51:24.436
but I've got it.
00:51:24.896 --> 00:51:25.235
Yeah,
00:51:25.275 --> 00:51:27.456
that that community needs something
00:51:27.516 --> 00:51:30.057
like that to make neuro rehab cool,
00:51:30.557 --> 00:51:32.418
kind of bring an edginess to it,
00:51:32.478 --> 00:51:34.000
bring masculinity to it,
00:51:34.059 --> 00:51:35.981
bring something that it's like, hey,
00:51:36.021 --> 00:51:36.920
just because you had a
00:51:36.960 --> 00:51:38.101
stroke doesn't mean you
00:51:38.141 --> 00:51:40.061
can't feel this way again.
00:51:40.523 --> 00:51:42.182
You played sports as a as a
00:51:42.242 --> 00:51:43.204
college athlete.
00:51:43.264 --> 00:51:44.423
You've done hard things.
00:51:44.463 --> 00:51:45.244
This is the hardest thing
00:51:45.264 --> 00:51:46.125
you're ever going to do.
00:51:46.565 --> 00:51:48.505
Let's make it cool to do hard things.
00:51:48.956 --> 00:51:49.775
Yanni Corey,
00:51:49.815 --> 00:51:52.277
former Georgetown college athlete,
00:51:52.398 --> 00:51:54.938
dove headfirst into a sandbar,
00:51:55.958 --> 00:51:58.501
was paralyzed, went to get rehab.
00:51:58.661 --> 00:51:59.021
Of course,
00:51:59.061 --> 00:52:01.222
his rehab for neurologic PT ran
00:52:01.302 --> 00:52:03.702
out after X number of visits or time.
00:52:04.324 --> 00:52:05.244
And he's looking around going,
00:52:05.264 --> 00:52:06.224
where's the gym, bro?
00:52:06.445 --> 00:52:07.844
Where's the gym for people like me?
00:52:08.405 --> 00:52:09.346
I'm still this.
00:52:09.365 --> 00:52:10.126
Couldn't find it.
00:52:10.606 --> 00:52:12.208
Yanni's like, screw that.
00:52:12.228 --> 00:52:12.907
I'll just make it.
00:52:13.208 --> 00:52:14.128
So his goal,
00:52:14.208 --> 00:52:16.349
if you go to Next Step Fitness,
00:52:18.030 --> 00:52:19.670
He wants to have these organizations.
00:52:19.710 --> 00:52:21.391
He's got L.A., Atlanta, Kansas City,
00:52:21.452 --> 00:52:23.072
Orlando, Raleigh, Las Vegas, Nashville,
00:52:23.112 --> 00:52:25.695
Pittsburgh, New Zealand and Ukraine.
00:52:25.974 --> 00:52:27.155
His goal is to have one in
00:52:27.175 --> 00:52:28.315
every single state and
00:52:28.335 --> 00:52:29.516
eventually every single city.
00:52:30.418 --> 00:52:32.358
And his gripe or his thing,
00:52:32.378 --> 00:52:33.278
that's Yanni right there
00:52:33.298 --> 00:52:34.539
actually working out in the video.
00:52:35.320 --> 00:52:36.460
His thing was the problem
00:52:36.501 --> 00:52:37.882
was PTs were too expensive.
00:52:37.902 --> 00:52:39.463
So he's like he eliminated them.
00:52:40.123 --> 00:52:41.244
Like that was the barrier.
00:52:41.463 --> 00:52:42.384
Because if he went through
00:52:42.423 --> 00:52:44.505
in traditional PT, he was like,
00:52:44.545 --> 00:52:44.905
you're out.
00:52:45.365 --> 00:52:46.226
I got the equipment.
00:52:46.827 --> 00:52:47.807
What he would have to,
00:52:47.827 --> 00:52:48.748
because he loved PTs.
00:52:48.788 --> 00:52:49.668
He was just like, you're too,
00:52:49.768 --> 00:52:50.268
that's Yanni.
00:52:50.668 --> 00:52:51.809
You're just too expensive.
00:52:51.989 --> 00:52:52.851
So he had physical
00:52:52.891 --> 00:52:54.831
therapists train trainers
00:52:55.132 --> 00:52:56.972
and then go back to your PT clinic.
00:52:57.193 --> 00:52:58.914
The trainers can take it from here, right?
00:52:59.135 --> 00:53:00.574
We're not going to make it any worse.
00:53:00.715 --> 00:53:01.376
Just make sure you don't
00:53:01.396 --> 00:53:02.135
make it any worse.
00:53:02.556 --> 00:53:03.938
So Yanni's got all those locations.
00:53:04.277 --> 00:53:04.518
I mean,
00:53:04.577 --> 00:53:05.538
you want to talk about franchise
00:53:05.577 --> 00:53:06.059
opportunity.
00:53:06.518 --> 00:53:07.719
I have heard unofficially
00:53:07.760 --> 00:53:09.380
that these things print money.
00:53:10.335 --> 00:53:11.356
They print money and they do
00:53:11.376 --> 00:53:12.036
amazing things.
00:53:12.257 --> 00:53:12.717
Oh my God,
00:53:12.737 --> 00:53:14.038
there should be a red flag on that.
00:53:14.358 --> 00:53:15.958
There's enough people, unfortunately,
00:53:16.219 --> 00:53:17.619
who have these problems
00:53:17.860 --> 00:53:19.201
that would pay you money
00:53:19.440 --> 00:53:21.121
outside of their insurance to work out.
00:53:21.382 --> 00:53:22.222
Why are we not making more
00:53:22.242 --> 00:53:23.282
of the next step fitness?
00:53:23.302 --> 00:53:23.603
Well, yeah,
00:53:23.623 --> 00:53:25.164
because it must be cheaper than
00:53:25.184 --> 00:53:25.985
physical therapy because
00:53:26.045 --> 00:53:26.565
people are going to say,
00:53:26.585 --> 00:53:27.365
do you take my insurance?
00:53:27.385 --> 00:53:28.365
They're going to say no,
00:53:28.405 --> 00:53:28.985
because we don't have
00:53:29.007 --> 00:53:30.827
physical therapists.
00:53:30.887 --> 00:53:32.148
It's got to be cheaper than a copay.
00:53:32.188 --> 00:53:33.188
So I don't know how that's possible.
00:53:33.228 --> 00:53:35.070
But yeah, membership.
00:53:37.255 --> 00:53:39.036
CrossFit's not cheaper than a copay.
00:53:39.215 --> 00:53:41.117
CrossFit's not cheaper than a copay.
00:53:41.556 --> 00:53:43.478
They have a master's division.
00:53:43.577 --> 00:53:44.438
It's incredible.
00:53:44.539 --> 00:53:46.559
They are doing it the best, I mean,
00:53:46.599 --> 00:53:47.240
from what I've seen.
00:53:47.641 --> 00:53:48.862
Now, I don't know if you guys remember,
00:53:49.021 --> 00:53:51.302
I had shared a video.
00:53:51.382 --> 00:53:52.244
I think it was a video.
00:53:53.023 --> 00:53:55.125
of a man uh I think it was
00:53:55.184 --> 00:53:56.465
an upper extremity amputee
00:53:56.485 --> 00:53:57.646
I don't even remember I'm
00:53:57.686 --> 00:53:58.927
gonna say doing a snatch or
00:53:58.947 --> 00:53:59.646
a clean and jerk or
00:53:59.686 --> 00:54:01.547
something like that and it
00:54:01.588 --> 00:54:03.949
was labeled as motivation
00:54:04.009 --> 00:54:07.291
porn and it was like yeah
00:54:07.331 --> 00:54:08.030
just a whole bunch of
00:54:08.090 --> 00:54:09.331
negative stuff said about
00:54:09.411 --> 00:54:10.351
it because we were
00:54:10.411 --> 00:54:11.552
celebrating this person's
00:54:11.592 --> 00:54:12.512
ability to do something
00:54:12.552 --> 00:54:14.353
incredible that I can't do
00:54:15.213 --> 00:54:16.614
so I I don't know if that
00:54:16.655 --> 00:54:18.076
plays an element in all of this
00:54:18.751 --> 00:54:19.791
Tony got a pushback real
00:54:19.811 --> 00:54:22.233
quick on the cost CrossFit copay thing.
00:54:23.152 --> 00:54:23.893
Isn't CrossFit like two
00:54:23.913 --> 00:54:24.532
hundred bucks a month?
00:54:24.632 --> 00:54:25.052
Is it more?
00:54:25.152 --> 00:54:25.733
Is it three hundred?
00:54:26.114 --> 00:54:28.173
Yeah, it depends on where you are here.
00:54:28.393 --> 00:54:29.693
Here it's about two seventy
00:54:29.713 --> 00:54:32.954
five for unlimited access to the classes.
00:54:33.215 --> 00:54:34.996
Nothing personal training wise.
00:54:35.016 --> 00:54:36.335
OK,
00:54:36.356 --> 00:54:38.155
two hundred seventy five bucks per month.
00:54:38.235 --> 00:54:39.157
People go how often?
00:54:39.257 --> 00:54:39.817
Twice a week,
00:54:39.876 --> 00:54:41.016
three times a week to CrossFit.
00:54:42.269 --> 00:54:44.851
Okay, if we're talking per unit.
00:54:44.931 --> 00:54:46.112
On average, on average.
00:54:46.311 --> 00:54:47.532
Yeah,
00:54:47.652 --> 00:54:49.353
I was doing three or four days a week.
00:54:49.934 --> 00:54:51.456
Yeah, Bo snapped in with that.
00:54:52.016 --> 00:54:53.257
Deanne's saying that she thinks that.
00:54:53.277 --> 00:54:55.077
So, twelve visits a month?
00:54:55.398 --> 00:54:55.557
Yeah.
00:54:55.577 --> 00:54:56.679
That's twenty-two dollars
00:54:56.699 --> 00:54:57.659
and ninety-two cents.
00:54:57.679 --> 00:54:58.340
That is a copay.
00:54:59.295 --> 00:55:00.155
You're paying twenty two
00:55:00.215 --> 00:55:01.815
ninety two twenty two dollars.
00:55:02.516 --> 00:55:03.597
If you're going three times,
00:55:03.657 --> 00:55:04.177
if you're paying two
00:55:04.197 --> 00:55:05.197
seventy five a month and
00:55:05.217 --> 00:55:06.257
you're going three times a week,
00:55:06.557 --> 00:55:07.398
how is that not a copay
00:55:07.878 --> 00:55:09.000
comparing the cost of
00:55:09.019 --> 00:55:10.199
physical therapy versus CrossFit?
00:55:10.619 --> 00:55:11.541
I think we're paying attention.
00:55:11.820 --> 00:55:12.300
I think we're paying
00:55:12.320 --> 00:55:13.181
attention to the wrong side
00:55:13.202 --> 00:55:14.101
of the of the seesaw,
00:55:14.702 --> 00:55:16.063
which is stop talking about the price.
00:55:16.103 --> 00:55:16.943
Start talking about what
00:55:17.143 --> 00:55:18.284
what people get out of it.
00:55:18.344 --> 00:55:18.963
The value.
00:55:19.184 --> 00:55:20.125
There's community there.
00:55:20.445 --> 00:55:21.766
If you can build a PT clinic
00:55:21.786 --> 00:55:23.626
like Tony's where there is community,
00:55:24.126 --> 00:55:25.907
people will overlook the costs.
00:55:26.706 --> 00:55:26.927
right?
00:55:27.726 --> 00:55:27.927
Hang on.
00:55:27.987 --> 00:55:28.327
I don't want to,
00:55:28.347 --> 00:55:29.007
I don't want to pass this up.
00:55:29.027 --> 00:55:29.927
DM was saying they have a
00:55:29.967 --> 00:55:31.027
neuro fitness gym here in Dallas,
00:55:31.047 --> 00:55:31.427
Fort worth.
00:55:31.547 --> 00:55:31.847
Awesome.
00:55:31.887 --> 00:55:32.588
I wish there was more.
00:55:32.608 --> 00:55:34.248
The gyms like next step,
00:55:34.268 --> 00:55:35.028
which we also have in
00:55:35.048 --> 00:55:35.929
Dallas can be dangerous.
00:55:35.989 --> 00:55:37.210
In my opinion, they bring in the bucks.
00:55:37.550 --> 00:55:38.869
Why is it dangerous?
00:55:39.170 --> 00:55:40.990
Like, because let's be honest,
00:55:41.050 --> 00:55:42.030
just because you're a PT
00:55:42.251 --> 00:55:43.471
does not mean you're a good PT.
00:55:43.570 --> 00:55:44.431
I'm very sorry.
00:55:44.891 --> 00:55:45.851
So just because it's under
00:55:45.891 --> 00:55:46.771
the label of physical
00:55:46.811 --> 00:55:48.132
therapy does not mean a
00:55:48.193 --> 00:55:49.952
trainer couldn't kick that person's ass.
00:55:50.333 --> 00:55:52.733
You can't just say there's no hierarchy.
00:55:53.173 --> 00:55:54.474
You have to look at it like flat.
00:55:54.514 --> 00:55:56.077
So you'd have to qualify that statement.
00:55:56.137 --> 00:55:57.418
I'm not saying you're wrong, Deanne.
00:55:58.277 --> 00:55:59.039
I do know Yanni,
00:55:59.079 --> 00:56:01.440
but I will take your gripe
00:56:01.460 --> 00:56:02.521
of why they are dangerous,
00:56:02.561 --> 00:56:03.402
but you have to back it up
00:56:03.422 --> 00:56:04.903
with the facts.
00:56:05.164 --> 00:56:05.625
Well,
00:56:05.644 --> 00:56:07.565
there was one little gif or whatever
00:56:07.606 --> 00:56:09.047
video of someone, you know,
00:56:09.387 --> 00:56:10.829
some person there moving
00:56:10.869 --> 00:56:11.849
the elbow and the arm and
00:56:11.869 --> 00:56:13.090
the shoulder of Deanne.
00:56:13.431 --> 00:56:14.972
a patient that had some
00:56:15.032 --> 00:56:15.913
neurological condition.
00:56:15.972 --> 00:56:17.673
So if they have, I don't know,
00:56:17.713 --> 00:56:18.994
some flaccid shoulder
00:56:19.034 --> 00:56:21.456
muscles or rotator cuff and you're,
00:56:21.556 --> 00:56:23.097
you know, the trainers are doing that.
00:56:23.157 --> 00:56:24.317
Could they sublux a shoulder?
00:56:24.396 --> 00:56:24.958
Cause they don't have the
00:56:25.018 --> 00:56:25.978
full understanding of it.
00:56:26.257 --> 00:56:27.358
Yes, it could happen.
00:56:27.659 --> 00:56:28.679
It absolutely could happen.
00:56:28.699 --> 00:56:30.420
Can you hook up, can you hook up, you know,
00:56:30.501 --> 00:56:32.561
Yanni to the FES bike or whatever?
00:56:32.862 --> 00:56:34.202
And then, then he does his thing.
00:56:34.822 --> 00:56:35.844
Then there's low risk in that.
00:56:36.940 --> 00:56:37.179
Hold on.
00:56:37.260 --> 00:56:37.900
They don't have PTs.
00:56:37.920 --> 00:56:39.121
They don't understand pressure injury.
00:56:39.262 --> 00:56:40.043
That's an assumption.
00:56:40.182 --> 00:56:41.123
You do not know what they
00:56:41.163 --> 00:56:42.704
understand unless you know them.
00:56:42.844 --> 00:56:44.045
Now I'll play lawyer now.
00:56:44.666 --> 00:56:45.527
Don't realize when they're
00:56:45.586 --> 00:56:46.608
putting a patient at risk.
00:56:46.628 --> 00:56:47.489
I would agree with the end,
00:56:47.528 --> 00:56:49.610
just based off not knowing anything else.
00:56:49.769 --> 00:56:51.672
But you have to qualify by saying,
00:56:51.851 --> 00:56:53.032
I think that they don't
00:56:53.072 --> 00:56:53.753
know what they're doing.
00:56:53.893 --> 00:56:54.773
They most likely don't.
00:56:55.155 --> 00:56:55.375
Come on.
00:56:55.929 --> 00:56:57.371
They don't understand proper technique.
00:56:57.510 --> 00:56:58.271
I would love to see.
00:56:58.731 --> 00:57:00.574
So I will walk into ten PT
00:57:00.594 --> 00:57:01.894
clinics that this is going on.
00:57:02.155 --> 00:57:04.056
And if I see any of it, then I'm right.
00:57:04.677 --> 00:57:06.297
Then, oh, then PTs do it, too,
00:57:06.338 --> 00:57:07.619
because I saw it happen.
00:57:07.898 --> 00:57:08.380
Listen, man,
00:57:08.840 --> 00:57:09.981
I've been to some PT clinics
00:57:10.280 --> 00:57:11.382
that were painted beige.
00:57:12.143 --> 00:57:13.563
They weren't a lot of beige,
00:57:13.583 --> 00:57:14.784
a lot of beige going on.
00:57:16.800 --> 00:57:17.740
All right, we got three minutes left.
00:57:17.760 --> 00:57:18.481
Time for parting shots.
00:57:18.501 --> 00:57:22.385
Or Dave, do you have a- No, I'll save.
00:57:22.925 --> 00:57:24.226
I have that social media thing,
00:57:26.168 --> 00:57:26.969
that Instagram account,
00:57:27.088 --> 00:57:27.889
I think would be good for
00:57:27.909 --> 00:57:28.289
stealing strategy.
00:57:28.309 --> 00:57:28.690
The rapper guy?
00:57:30.271 --> 00:57:30.771
Yeah.
00:57:30.811 --> 00:57:31.251
That's funny.
00:57:31.371 --> 00:57:31.873
No, well,
00:57:32.813 --> 00:57:35.356
the fake social media influencer guy.
00:57:36.096 --> 00:57:36.856
We could share it as like a
00:57:36.876 --> 00:57:38.077
stealing strategy.
00:57:38.117 --> 00:57:39.438
Just getting more eyeballs
00:57:39.498 --> 00:57:40.699
on your physical therapy practice.
00:57:40.800 --> 00:57:41.260
Hey, gang.
00:57:42.081 --> 00:57:43.061
Hey, gang.
00:57:43.101 --> 00:57:44.003
That's what he starts every video.
00:57:44.023 --> 00:57:44.844
All right, party shots.
00:57:44.864 --> 00:57:45.224
What do you got?
00:57:46.101 --> 00:57:49.302
Go ahead, Dave, you start.
00:57:49.322 --> 00:57:50.481
Let's go back to the marketing.
00:57:50.802 --> 00:57:52.922
I mean, just seriously get more serious.
00:57:53.262 --> 00:57:54.483
Seriously get more serious
00:57:54.523 --> 00:57:56.123
about whatever your approach is.
00:57:57.204 --> 00:57:58.164
Do like, I don't know,
00:57:58.344 --> 00:58:00.465
one or two things and just annihilate it.
00:58:00.565 --> 00:58:02.425
Like really get after it.
00:58:02.786 --> 00:58:03.686
Whether it's contacting
00:58:03.706 --> 00:58:04.847
every physician in your area,
00:58:05.186 --> 00:58:07.487
contacting every nursing company,
00:58:08.588 --> 00:58:10.530
contact every personal trainer, yoga,
00:58:10.610 --> 00:58:12.650
Pilates, whatever, acupuncture,
00:58:12.851 --> 00:58:13.391
hit them up.
00:58:13.572 --> 00:58:13.811
Hey,
00:58:14.052 --> 00:58:15.492
are you guys looking for more new
00:58:15.532 --> 00:58:16.193
patients and clients?
00:58:16.213 --> 00:58:17.655
I would love to send folks to you.
00:58:17.914 --> 00:58:19.315
And if you have zero patients,
00:58:20.096 --> 00:58:20.516
let's say you're just
00:58:20.536 --> 00:58:20.976
starting your practice,
00:58:20.996 --> 00:58:21.797
you have zero patients,
00:58:22.197 --> 00:58:23.518
then you go hit up your
00:58:23.559 --> 00:58:24.239
neighbors and your friends
00:58:24.259 --> 00:58:25.019
and your family and say, hey,
00:58:25.059 --> 00:58:26.081
go check out this place.
00:58:26.161 --> 00:58:27.922
I met Mary at the acupuncture studio.
00:58:27.961 --> 00:58:30.182
I met John at the massage studio,
00:58:30.202 --> 00:58:30.443
whatever.
00:58:30.943 --> 00:58:33.246
And send people to them first.
00:58:34.490 --> 00:58:36.211
And then they will send people to you.
00:58:36.431 --> 00:58:37.592
Like, it's just magical.
00:58:37.793 --> 00:58:38.592
But it takes effort.
00:58:38.873 --> 00:58:39.914
So it takes time and effort
00:58:39.954 --> 00:58:41.054
or it takes money with paid ads.
00:58:41.074 --> 00:58:41.815
But either way,
00:58:41.914 --> 00:58:43.255
pick one or two of these strategies.
00:58:43.775 --> 00:58:44.777
Just get after it.
00:58:45.577 --> 00:58:46.237
Fully do it.
00:58:46.458 --> 00:58:49.139
Go all in on it with time or
00:58:49.219 --> 00:58:50.519
effort and money or whatever.
00:58:50.679 --> 00:58:51.561
One of those two or three.
00:58:52.161 --> 00:58:53.021
That's all I have for today.
00:58:53.768 --> 00:58:53.989
Yeah,
00:58:54.009 --> 00:58:56.190
I'm going to go through in my
00:58:56.210 --> 00:58:57.132
Facebook group.
00:58:57.231 --> 00:58:58.773
I'm going to go through a cycle of posts,
00:58:58.833 --> 00:59:00.233
just helping people that
00:59:00.273 --> 00:59:01.856
are brand new to business.
00:59:02.275 --> 00:59:03.757
They're probably amazing therapists,
00:59:04.257 --> 00:59:05.599
but they're brand new to business.
00:59:06.018 --> 00:59:08.960
Just start their mind thinking about, oh,
00:59:09.001 --> 00:59:10.141
I never thought of it that way.
00:59:10.181 --> 00:59:11.503
I never looked at that question.
00:59:11.543 --> 00:59:12.583
That's what I need to see.
00:59:13.045 --> 00:59:14.206
So if you're not already in
00:59:14.266 --> 00:59:15.367
learn Medicare billing for
00:59:15.407 --> 00:59:17.367
mostly cash based PTO, TSLP,
00:59:17.407 --> 00:59:17.989
go check it out.
00:59:18.009 --> 00:59:19.170
It's a free Facebook group.
00:59:20.190 --> 00:59:21.253
but I'm gonna run a series
00:59:21.293 --> 00:59:23.155
of posts focused on helping
00:59:23.235 --> 00:59:24.378
people start marketing.
00:59:24.818 --> 00:59:26.442
Yeah, how bad do you want it, right?
00:59:26.481 --> 00:59:28.806
Like, did you guys ever sell,
00:59:28.826 --> 00:59:29.708
were you guys ever Boy Scouts,
00:59:29.728 --> 00:59:30.228
Cub Scouts?
00:59:31.010 --> 00:59:32.452
I sold Tom Watt.
00:59:33.293 --> 00:59:35.335
which was the greatest scam in the world.
00:59:35.416 --> 00:59:35.795
Essentially,
00:59:35.856 --> 00:59:37.197
each Cub Scout got like a
00:59:37.237 --> 00:59:39.619
cardboard suitcase filled
00:59:39.639 --> 00:59:40.659
with tchotchkes.
00:59:41.219 --> 00:59:42.782
And to be able to go on our
00:59:42.862 --> 00:59:44.963
annual Boy Scout trip, we had to earn,
00:59:44.983 --> 00:59:45.344
I don't know,
00:59:45.403 --> 00:59:46.625
three hundred bucks or something.
00:59:47.045 --> 00:59:48.465
And my parents, my parents,
00:59:48.485 --> 00:59:49.306
a good life lesson.
00:59:49.367 --> 00:59:50.748
They were just like, listen,
00:59:51.068 --> 00:59:52.028
you can't go on the trip
00:59:52.108 --> 00:59:52.929
unless you walk around the
00:59:52.949 --> 00:59:53.771
neighborhood dragging this
00:59:53.791 --> 00:59:55.211
cardboard suitcase and sell
00:59:55.791 --> 00:59:57.393
picture frames and pens and
00:59:57.414 --> 00:59:59.074
tchotchkes to your to your neighbors.
00:59:59.554 --> 01:00:02.237
They put they put the goal at the end.
01:00:02.938 --> 01:00:04.039
So we're just like, walk around,
01:00:04.199 --> 01:00:04.798
knock on the door.
01:00:04.878 --> 01:00:05.699
They didn't show me.
01:00:05.739 --> 01:00:07.019
I didn't watch a video on how to sell.
01:00:07.039 --> 01:00:08.701
It was like, hi, I'm a boy scout.
01:00:09.161 --> 01:00:10.081
I can't go on my trip.
01:00:10.481 --> 01:00:11.762
Do you want to look at some of this stuff?
01:00:12.442 --> 01:00:14.163
And so unless you're wearing
01:00:14.222 --> 01:00:15.844
out a pair of shoes or a
01:00:15.884 --> 01:00:17.965
keyboard like every single month,
01:00:18.344 --> 01:00:19.144
I don't feel bad for you
01:00:19.164 --> 01:00:21.085
because you're not trying enough.
01:00:21.106 --> 01:00:22.206
We'll be back on Thursday.
01:00:23.007 --> 01:00:24.067
I'll be live from Boston.
01:00:24.106 --> 01:00:25.248
I'm going to another one of
01:00:25.268 --> 01:00:27.489
those health to tech events in Boston.
01:00:27.509 --> 01:00:28.409
So if you're in Boston and
01:00:28.429 --> 01:00:30.068
you like healthcare and technology,
01:00:30.449 --> 01:00:32.090
DM me and I'll get you into that event.
01:00:32.789 --> 01:00:33.771
It's a cool mixer.
01:00:33.811 --> 01:00:34.650
It puts a bunch of
01:00:34.771 --> 01:00:35.972
interesting people in the room.
01:00:36.251 --> 01:00:36.731
And then I'm going to
01:00:36.771 --> 01:00:40.333
Chicago on Thursday for another mixer.
01:00:40.992 --> 01:00:41.914
I drive around.
01:00:41.974 --> 01:00:42.614
I shake hands.
01:00:42.713 --> 01:00:43.353
I kiss babies.
01:00:43.594 --> 01:00:44.233
I buy drinks.
01:00:44.253 --> 01:00:45.795
That's what I do for my job now.
01:00:46.295 --> 01:00:46.876
We'll see you guys on
01:00:46.916 --> 01:00:50.157
Thursday at eight thirty a.m.
01:00:50.277 --> 01:00:50.577
Eastern.
01:00:51.159 --> 01:00:51.699
Have a good day, guys.
01:00:52.440 --> 01:00:52.860
See you.