How Physical Therapists Can Turn Content Into Patients, Income and Opportunity

WEBVTT

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I am at all in.

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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I feel like the Better Business Bureau or

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like the Tourism Bureau from wherever Tony

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is now and from wherever – Dave,

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where do you go again when you sit

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on the front porch on the cabin?

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Where is that?

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Tennessee?

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And the Blue Ridge Mountains, Georgia.

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North West Georgia.

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I feel like that's the thing.

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Micro-influencers, right?

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It's like –

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know give me a hot thirty in your

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live stream and if it pans i don't

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know it's too hard to track i got

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one i got one uh yesterday yesterday and

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i'll share the website with you guys

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offline but the idea is

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they're doing micro-influencer campaigns.

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So they're offering me like,

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three hundred bucks for like a video about

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my experience and it has to do with

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like, NPTE study prep.

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And the way it's set up,

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I was like, yeah, I'd do that.

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Like, I don't know,

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fifteen minutes of work?

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But you're not paying for the fifteen

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minutes of work,

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you're paying for the reach of where this

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campaign actually goes.

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Yeah, Kevin,

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who's the guy from Shark Tank?

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Kevin O'Leary.

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He has like a micro, nano,

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I think nano is smaller than micro,

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influencer business.

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And so, you know, I mean,

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the numbers can,

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I think they average like a hundred bucks,

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a hundred bucks for a shout out or

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different things,

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but they can go lower if you don't

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have an audience.

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So someone taught me this and it like,

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it makes sense, right?

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So

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Foo Fighters is a huge band, right?

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Foo Fighters has more fans in the world

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than my little radio station did in

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Northeast Pennsylvania.

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That math is unquestionable.

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But Foo Fighters still ran ads and did

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press and did an interview, yada yada,

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at my radio station because we had more

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listeners than

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in Northeast Pennsylvania than they did

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fans in Northeast Pennsylvania.

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So that's where you start to get into

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these micro niches where you're like, oh,

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it's economies of scale.

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And if you can simplify that,

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the audience, when you combine it,

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it gets faster, it gets bigger,

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can get bigger,

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but the message gets through faster

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because a random person with budget

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the message might not land, which is why,

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like,

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Dave having a catch in Central Park makes

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sense on his videos.

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I've seen two of those.

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Are there more?

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We got more coming, baby.

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We got a whole bunch of unique content

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coming every angle.

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You know my rule.

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It's got to have, like, glove talk.

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We didn't name it.

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Here's what Dave's doing, I think anyway.

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I'm like,

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these two guys are having a catch in

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the middle of the day in Central Park.

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Why aren't they doing notes?

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Why aren't they rushing between two

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people?

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Why aren't they worried?

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They don't look worried.

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Besides you guys taking your shoes off and

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putting your foot in a pond and just

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sitting there,

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I don't know a more leisure time activity

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than just like, what do you do?

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First of all,

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you're walking around with your glove.

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Who does that?

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Someone who expects to have some time off.

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So you're selling, using air quotes there,

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sort of freedom or flexibility without

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selling freedom and flexibility.

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Somebody who trips across that is going to

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get that.

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I don't know if I'm going to be

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this open or nice with future employees.

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This was Ethan bugging me nicely,

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urging to, hey, let's have a catch,

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whatever.

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And I could see how fast his caseload

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was growing.

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Already in the second and third week,

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he was hitting his weekly bonus.

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So he was nudging me to do it.

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It was nice.

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We did this.

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Now he's in his

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So this was like three weeks ago,

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but that's when we recorded it.

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So I knew that he's going to get

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busier and eventually we're not going to

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have time for it.

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So I was like, you know what?

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Cool.

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Let's do it.

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Like he used to play competitively.

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Let's schedule a time.

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You bring your glove in.

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I'll bring my glove in.

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We'll, you know, have a change of clothes,

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that type of thing.

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And I was like, well,

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if we're going to do it,

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then I'm going to record it.

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Right.

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And we're going to we're going to talk

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about it.

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So I have other videos coming out where

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he or I are in front of the

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camera.

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But yes, at the same time,

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it is legit during business hours.

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So you tell that.

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Yeah.

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And so the idea was like, all right,

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I'm going to record this.

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But then now I'm able to show like

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this is like who who like think of

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tick tocking of Instagram,

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like who wouldn't.

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like want to see views of central park.

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And then it's like a baseball field.

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You don't usually see that view baseball

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field with like the skyline in the

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background.

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Perfect.

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Perfectly sunny day.

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We got the lapel mics on.

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Thank you, Jimmy, for the nudge and,

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and the, the link to get those.

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Um,

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So the idea is like, all right,

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if we're going to do any of this

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stuff now, we need to be recording it.

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I've done a bad job with not recording

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any of the restaurants and the places that

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I take my therapist,

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which Tony has only been telling me for

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two, three years to do that.

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But eventually we'll do it.

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And I just need to be recording more

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often and sharing more of the content.

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So are you editing those when they're

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done?

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Cause that's the lift, man.

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I mean, doing the thing.

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Well, I'm not doing,

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I am following the Tony Meritato playbook

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guys.

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Listen, don't overcomplicate it.

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Just hit, hit record.

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And then stop and then maybe chop the

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video down from, you know,

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fifteen seconds to seven or from thirty to

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fourteen seconds or whatever.

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And so I'm not doing any editing at

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all.

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I'm going I'm using the edit app from

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Meta and I'm using the captions from there

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and just posting like like hardly any

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cuts.

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There's some videos I posted where it's

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like two or three little clips in between.

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But that's so easy.

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Like that's not even really like editing,

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in my opinion.

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Right.

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Another thing we talked about micro

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influencers and campaigns like that.

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Another is a complete industry that did

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not exist three years ago,

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which is clipping.

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Instead of you paying an editor a flat

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fee, you pay for results.

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It's like value based care.

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Yeah, I love that.

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I'm going to give you a pile of

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stuff.

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And this is my rate per thousand views.

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So you're incentivized not to just get it

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done.

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I mean,

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I've worked with people who are like,

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it's done.

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I'm like, it's a C minus.

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What am I going to do with this?

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But it's done.

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You pay for it.

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This is teams of people working around the

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world who are given a Google Drive full

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of whatever.

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And their job is to spend,

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they decide if what you have is going

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to be worth their time,

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if it's going to be

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if they're going to be able to get

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enough views to make it worth their while.

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So you both sit on the same side

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of the table in that regard,

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in my mind.

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And that is an industry.

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I saw an interview with a guy.

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Again, all these things are,

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I make a million dollars.

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My industry makes, you know,

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everybody's a CEO.

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Everybody's got,

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everybody's five X and ten X.

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But people that I respect enough are like,

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yeah, this is legit.

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If you can,

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if then you become in the structure

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business,

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then your job is to

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Organize those people to create those

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campaigns and connect those people who

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want them.

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So maybe we're talking a lot about

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attention and social media.

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Maybe this is a good prompt for you

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guys since we've got a shortened,

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I've got a shortened window today.

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I'm going to Colorado tomorrow.

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There's an APTA Colorado student event and

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they asked me to speak on whatever.

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And then they pushed them and they asked

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for communication.

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I mean, for me,

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what else am I going to do?

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Am I going to talk about shoulders?

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I'm not going to talk about shoulders.

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So what would you tell students?

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If you were talking to yourselves,

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if you were about to graduate in a

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year or two,

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What would you tell yourself?

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Would it be like what Dave just said,

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communicate more?

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Like that shouldn't be the part of the

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equation you leave out?

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Or what would the advice be for someone

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who wants to either work at a clinic

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for someone else?

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I still think you should probably build

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your own brand or open a clinic.

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What would your advice be to these

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students?

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Dave, go first.

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I was going to kick it back to

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you.

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I was going to say, well,

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I would want to model some of the

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top physical therapists or the top

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physical therapy practices accounts

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on social media starting with either tony

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maritato or total therapy solutions of

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what he posts and why and knowing and

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seeing that it's not overly edited or or

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produced uh and it's just like quick

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little i mean you could if you have

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no patience uh you could be doing that

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with your family members of like different

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treatment techniques and why does the knee

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move this way or look at the skin

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on

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you know,

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this old total knee replacement scar or

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whatever.

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Um,

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I've probably saved a ton of money by

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just following what Tony does and just

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filming from my own iPhone.

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Cause if it weren't for Tony,

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I think I probably would have already

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spent way more money on like, uh,

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like a videographer thinking that I'm like

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Gary V and then paying somebody else to

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edit them.

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Cause I definitely don't want to learn

00:09:35.735 --> 00:09:36.015
editing.

00:09:36.096 --> 00:09:36.316
And I,

00:09:37.398 --> 00:09:38.298
I just don't want to get into that

00:09:38.317 --> 00:09:38.678
whole thing.

00:09:39.058 --> 00:09:40.759
And so that's one thing I would say

00:09:41.059 --> 00:09:42.139
is look out,

00:09:42.259 --> 00:09:45.062
look at what's on Tik TOK, Instagram,

00:09:46.162 --> 00:09:49.563
Facebook, maybe YouTube, uh, and see what,

00:09:49.803 --> 00:09:51.183
see what practices are doing.

00:09:52.264 --> 00:09:54.105
And if you're a student,

00:09:54.826 --> 00:09:56.966
the easiest way is to follow what Tony

00:09:56.986 --> 00:09:57.767
Maritato is doing.

00:09:58.087 --> 00:09:59.768
And it just happens to be that he

00:09:59.788 --> 00:10:01.009
gets results,

00:10:01.129 --> 00:10:03.129
but it takes effort and volume.

00:10:04.673 --> 00:10:05.613
Yeah, I agree.

00:10:05.712 --> 00:10:07.474
I think it's one of those things where

00:10:07.673 --> 00:10:09.594
students coming out today,

00:10:10.575 --> 00:10:12.335
they're coming into an environment very

00:10:12.375 --> 00:10:14.054
different than the environment that their

00:10:14.254 --> 00:10:15.956
professors came out into.

00:10:16.416 --> 00:10:18.517
They're coming into an economy that's very

00:10:18.557 --> 00:10:20.616
different than their professors came into.

00:10:21.197 --> 00:10:23.738
And so just like twenty five years ago,

00:10:23.798 --> 00:10:25.677
you would expect to come out into an

00:10:25.758 --> 00:10:27.139
insurance based model.

00:10:27.719 --> 00:10:29.418
You were working for the insurance

00:10:29.438 --> 00:10:29.980
company.

00:10:30.600 --> 00:10:31.799
Now they're coming out.

00:10:32.113 --> 00:10:34.173
potentially into a cash-based model like

00:10:34.214 --> 00:10:34.933
Dave's doing.

00:10:35.374 --> 00:10:37.894
They're coming out into a media-based

00:10:37.955 --> 00:10:39.475
model like I'm doing.

00:10:40.835 --> 00:10:42.716
They're coming out into a different world.

00:10:43.316 --> 00:10:46.136
And so start getting the reps,

00:10:46.177 --> 00:10:47.557
start doing the recording.

00:10:47.756 --> 00:10:48.677
I'm still shocked.

00:10:48.697 --> 00:10:51.457
For these kids, and I say kids loosely,

00:10:51.879 --> 00:10:54.359
for these kids that grew up with mom

00:10:54.399 --> 00:10:56.299
and dad videoing everything,

00:10:56.379 --> 00:10:59.041
recording everything with social media

00:10:59.140 --> 00:10:59.900
since birth,

00:11:00.702 --> 00:11:03.104
I'm still surprised at how uncomfortable

00:11:03.183 --> 00:11:05.625
so many of them are in front of

00:11:05.745 --> 00:11:06.284
a camera.

00:11:07.466 --> 00:11:09.606
And so like I reached out.

00:11:09.626 --> 00:11:11.427
I'm not because,

00:11:11.447 --> 00:11:13.589
because most people are more afraid of

00:11:13.629 --> 00:11:15.048
public speaking than death.

00:11:15.149 --> 00:11:16.590
Yes.

00:11:16.629 --> 00:11:18.471
But you would think you, I mean, I,

00:11:18.730 --> 00:11:19.750
I was, you know,

00:11:19.870 --> 00:11:21.511
not a public speaker when I was a

00:11:21.572 --> 00:11:22.131
student.

00:11:22.952 --> 00:11:24.173
Um, but anyway.

00:11:24.472 --> 00:11:25.033
So hold on a second.

00:11:25.052 --> 00:11:25.793
Don't skip past that.

00:11:25.913 --> 00:11:27.293
What got both of you over it?

00:11:27.333 --> 00:11:28.294
Was it repetition?

00:11:30.100 --> 00:11:30.981
I always share the story.

00:11:31.001 --> 00:11:32.182
I'm like, yeah, I was just,

00:11:32.883 --> 00:11:34.464
I saw the value,

00:11:34.663 --> 00:11:37.326
the future value in being able to speak

00:11:37.365 --> 00:11:38.066
to a camera.

00:11:38.807 --> 00:11:40.447
And in twenty seventeen,

00:11:40.807 --> 00:11:43.028
I remember sitting in my exam room,

00:11:43.068 --> 00:11:45.870
terrified to hit record little balls of

00:11:45.931 --> 00:11:47.912
spit in the corner of my mouth,

00:11:48.332 --> 00:11:49.994
my face getting tense.

00:11:50.573 --> 00:11:52.455
But I pushed through it just like you

00:11:52.495 --> 00:11:55.157
push through any exercise to get better at

00:11:55.317 --> 00:11:56.418
whatever you're trying to do.

00:11:57.616 --> 00:11:59.717
With thousands and thousands and thousands

00:11:59.738 --> 00:12:01.597
of repetitions until it got to the point

00:12:01.618 --> 00:12:02.758
where that little dot,

00:12:03.158 --> 00:12:05.678
right now it's a green dot on my

00:12:06.139 --> 00:12:06.599
iPhone,

00:12:07.298 --> 00:12:08.720
but it's just like talking to a human.

00:12:08.740 --> 00:12:09.720
Yeah.

00:12:09.779 --> 00:12:10.500
You know,

00:12:10.779 --> 00:12:12.921
and I knew there was some value in

00:12:12.961 --> 00:12:14.660
that, so I had to push through it.

00:12:14.780 --> 00:12:16.620
That's where I think the kids coming out

00:12:16.660 --> 00:12:19.042
today, they need to realize,

00:12:19.081 --> 00:12:20.042
and I shared pictures,

00:12:20.081 --> 00:12:21.081
if you want to pull up some of

00:12:21.101 --> 00:12:23.682
the screenshots of, like Dave said,

00:12:24.142 --> 00:12:28.424
we went from highly overproduced to less

00:12:28.445 --> 00:12:29.985
produced, like, um,

00:12:30.105 --> 00:12:33.208
Tai Lopez in his garage, you know,

00:12:33.269 --> 00:12:34.950
like let's just hit record,

00:12:35.009 --> 00:12:36.791
make it real kind of easy.

00:12:37.812 --> 00:12:40.394
Now we're going to full circle.

00:12:40.974 --> 00:12:43.596
Facebook is paying for text only posts.

00:12:44.216 --> 00:12:46.638
Facebook is paying for images that are

00:12:46.697 --> 00:12:49.120
literally just screenshots pulled out of a

00:12:49.139 --> 00:12:51.101
video that I had sitting on my iPhone.

00:12:51.922 --> 00:12:53.143
And so, you know,

00:12:53.509 --> 00:12:57.131
These are generating twenty, twenty five,

00:12:57.172 --> 00:12:58.953
fifty, seventy five dollars.

00:13:00.274 --> 00:13:01.975
And today I think I shared a post

00:13:02.035 --> 00:13:03.197
on my personal profile.

00:13:03.216 --> 00:13:03.537
I'm like,

00:13:04.017 --> 00:13:06.077
this is like finding a fifty dollar bill

00:13:06.278 --> 00:13:06.719
for Dave.

00:13:06.739 --> 00:13:09.080
It'd be a hundred dollar bill in your

00:13:09.140 --> 00:13:11.861
pants pocket that you had completely

00:13:11.902 --> 00:13:12.722
forgotten about.

00:13:13.163 --> 00:13:14.744
You put it through the washing machine.

00:13:14.764 --> 00:13:15.524
You reach in there.

00:13:15.565 --> 00:13:17.966
You grab it like, oh, I got money.

00:13:18.346 --> 00:13:18.726
You know,

00:13:18.787 --> 00:13:21.068
it's just you don't even remember.

00:13:21.109 --> 00:13:21.448
OK, so.

00:13:22.693 --> 00:13:24.254
Real context for somebody.

00:13:24.375 --> 00:13:26.176
This comes from Gary Vee.

00:13:26.336 --> 00:13:30.177
Gary Vee shared a post-it note with what

00:13:30.217 --> 00:13:32.879
looks handwritten with a message.

00:13:32.980 --> 00:13:34.039
My message was,

00:13:34.080 --> 00:13:35.541
and I knew this was going to resonate,

00:13:36.201 --> 00:13:37.162
something I can't see it,

00:13:37.182 --> 00:13:39.823
but when did intimacy return after a total

00:13:39.844 --> 00:13:40.644
knee replacement?

00:13:41.965 --> 00:13:43.346
How many views did it generate?

00:13:43.365 --> 00:13:46.106
One hundred twenty three K.

00:13:46.147 --> 00:13:47.607
So one hundred and twenty three thousand

00:13:47.628 --> 00:13:47.967
views.

00:13:48.067 --> 00:13:49.889
This one was mostly Facebook.

00:13:50.250 --> 00:13:51.509
How much money did I get?

00:13:51.770 --> 00:13:52.490
Twenty two dollars.

00:13:53.168 --> 00:13:55.971
Twenty two bucks, you know, but again,

00:13:56.030 --> 00:13:56.311
but again,

00:13:56.350 --> 00:13:58.714
this screenshot was from July fifth or

00:13:58.754 --> 00:13:58.933
sixth.

00:13:58.953 --> 00:13:59.453
What does that say?

00:13:59.494 --> 00:14:01.135
And now we're at July sixteenth.

00:14:01.216 --> 00:14:01.797
So, yeah,

00:14:01.817 --> 00:14:04.538
but most of this happened in the first

00:14:04.578 --> 00:14:07.081
twenty four to forty eight hours.

00:14:07.121 --> 00:14:07.241
Yeah.

00:14:07.322 --> 00:14:08.643
And then it just kind of dies on

00:14:08.663 --> 00:14:09.063
the vine.

00:14:10.386 --> 00:14:12.067
This was a video.

00:14:12.148 --> 00:14:13.729
So I had recorded a video in the

00:14:13.749 --> 00:14:14.190
clinic.

00:14:15.269 --> 00:14:17.591
I grabbed a screenshot from that video.

00:14:18.491 --> 00:14:20.133
I looked at that and I was like,

00:14:20.254 --> 00:14:22.455
oh, this could be an appealing visual.

00:14:22.715 --> 00:14:24.235
I used to be an artist.

00:14:24.275 --> 00:14:24.716
Don't forget,

00:14:24.817 --> 00:14:26.918
I went to a fine arts high school.

00:14:27.979 --> 00:14:31.000
I could never take a photo and sell

00:14:31.061 --> 00:14:34.182
a photo as an art piece and make

00:14:34.222 --> 00:14:35.222
seventy five dollars.

00:14:35.984 --> 00:14:37.485
But I grabbed that screenshot.

00:14:38.673 --> 00:14:40.696
I found a twenty in my back pocket.

00:14:41.196 --> 00:14:43.118
I grabbed that screenshot from a video

00:14:43.138 --> 00:14:44.740
that was sitting on my camera roll.

00:14:45.240 --> 00:14:45.881
I was like, oh yeah,

00:14:45.922 --> 00:14:47.322
people talk about numbness.

00:14:47.764 --> 00:14:49.164
I put it on Facebook.

00:14:49.706 --> 00:14:51.327
Almost half a million views.

00:14:51.467 --> 00:14:52.509
I had no idea.

00:14:53.049 --> 00:14:53.730
This, you know,

00:14:53.769 --> 00:14:55.613
this might have been one out of twenty,

00:14:56.153 --> 00:14:57.794
but still half a million views.

00:14:57.914 --> 00:14:58.956
Same picture.

00:14:59.736 --> 00:15:01.937
Run it through AI, chat GPT.

00:15:01.956 --> 00:15:03.477
Hey, some people have warmth.

00:15:03.597 --> 00:15:04.998
Some people have numbness.

00:15:05.138 --> 00:15:06.457
Turn this into an image.

00:15:06.937 --> 00:15:08.798
Use the reference image I provided.

00:15:09.698 --> 00:15:11.899
Another fifty bucks, forty seven bucks,

00:15:11.918 --> 00:15:13.678
whatever that is, another almost,

00:15:13.739 --> 00:15:14.879
you know, three hundred thousand.

00:15:15.700 --> 00:15:16.940
And then just text.

00:15:17.820 --> 00:15:20.640
I've been sharing just text for like ten,

00:15:20.681 --> 00:15:24.100
fifteen years, not monetizing any of it.

00:15:24.701 --> 00:15:27.481
But now I'm sharing what patients tell me

00:15:27.642 --> 00:15:28.542
every single day.

00:15:29.719 --> 00:15:31.399
And it turns into, you know,

00:15:31.440 --> 00:15:32.419
we hit a million.

00:15:32.480 --> 00:15:34.100
It was actually one point one million

00:15:34.120 --> 00:15:36.741
views yesterday while I'm on vacation.

00:15:37.361 --> 00:15:37.721
Right.

00:15:38.001 --> 00:15:40.043
And just periodically throughout the day,

00:15:40.283 --> 00:15:41.264
I jump on my phone.

00:15:41.583 --> 00:15:42.744
I grab a screenshot.

00:15:42.803 --> 00:15:44.384
I think of something that I've shared

00:15:44.445 --> 00:15:44.985
before.

00:15:45.725 --> 00:15:46.686
Put it out there.

00:15:47.466 --> 00:15:51.307
Two thousand dollars from ad revenue over

00:15:51.347 --> 00:15:52.687
the last twenty eight days.

00:15:53.448 --> 00:15:56.429
Like that covers a portion of the vacation

00:15:56.470 --> 00:15:56.769
trip.

00:15:56.870 --> 00:15:57.110
Right.

00:15:57.129 --> 00:15:58.650
And we can just chill out and relax.

00:16:00.509 --> 00:16:00.908
How is it?

00:16:01.208 --> 00:16:02.308
I need to ask both of you this.

00:16:02.489 --> 00:16:04.769
How is it possible with the amount of

00:16:04.830 --> 00:16:06.850
volume of social media posts that you both

00:16:06.870 --> 00:16:07.990
have posted over the years?

00:16:08.091 --> 00:16:09.870
And, and Tony, maybe it's, it's more,

00:16:09.971 --> 00:16:10.150
you know,

00:16:10.171 --> 00:16:11.611
clinical total knee replacement in

00:16:11.652 --> 00:16:12.011
general,

00:16:12.392 --> 00:16:14.491
some of the Medicare billing stuff, uh,

00:16:14.532 --> 00:16:17.653
Jimmy kind of like more physical therapy,

00:16:18.173 --> 00:16:22.413
APTA type stuff, uh, kind of broadly how,

00:16:22.433 --> 00:16:24.254
knowing how much volume that you guys have

00:16:24.315 --> 00:16:24.634
both

00:16:25.491 --> 00:16:27.452
produced like you've you've made a post

00:16:27.793 --> 00:16:29.013
and then you posted it and then you've

00:16:29.033 --> 00:16:31.094
gotten feedback on it over all these years

00:16:31.714 --> 00:16:33.955
how is it possible that you're still

00:16:34.095 --> 00:16:36.316
sometimes surprised like when you have a

00:16:36.375 --> 00:16:38.236
gut feeling like something's gonna pop and

00:16:38.277 --> 00:16:40.116
it doesn't and then something like you're

00:16:40.136 --> 00:16:41.557
not you know like you know throw it

00:16:41.597 --> 00:16:42.937
out there and then like it does really

00:16:42.977 --> 00:16:45.479
well does that still surprise you guys

00:16:45.499 --> 00:16:47.100
like how is that possible that you still

00:16:48.179 --> 00:16:49.660
and I'm not saying against you guys,

00:16:49.701 --> 00:16:50.260
obviously, like,

00:16:50.280 --> 00:16:51.481
cause it's still like the,

00:16:51.542 --> 00:16:52.363
all these platforms are,

00:16:52.783 --> 00:16:54.604
are evolving and the audiences are

00:16:54.644 --> 00:16:56.044
evolving and like what resonates with

00:16:56.065 --> 00:16:56.264
them.

00:16:56.304 --> 00:16:57.865
And I guess maybe we truly don't know,

00:16:57.905 --> 00:16:58.726
but what,

00:16:58.746 --> 00:17:00.347
what comes to mind when I ask you

00:17:00.368 --> 00:17:02.589
guys that.

00:17:02.609 --> 00:17:04.009
Jamie humans are human.

00:17:04.029 --> 00:17:05.830
Uh, so does it surprise me?

00:17:06.332 --> 00:17:06.672
Yeah.

00:17:06.832 --> 00:17:08.673
I mean, even just hearing Tony talk now,

00:17:08.873 --> 00:17:10.595
I'm overthinking most of these things.

00:17:11.115 --> 00:17:12.355
Like some of the content I recorded when

00:17:12.395 --> 00:17:15.817
I was out in, in Portland, um,

00:17:17.912 --> 00:17:19.834
the less I thought about it or the

00:17:19.874 --> 00:17:20.835
less we tried,

00:17:21.134 --> 00:17:22.455
the better it sort of came out.

00:17:22.655 --> 00:17:22.896
Like,

00:17:23.057 --> 00:17:25.778
it's because we're probably more likely

00:17:25.898 --> 00:17:29.162
overthinking than underthinking.

00:17:29.241 --> 00:17:30.763
And I would say, you know,

00:17:31.163 --> 00:17:32.786
computers are computer eat.

00:17:34.106 --> 00:17:36.347
It's not just human nature,

00:17:37.488 --> 00:17:40.107
but it's also the timing of the algorithm,

00:17:40.147 --> 00:17:41.848
what other content is available,

00:17:42.009 --> 00:17:43.308
how tight is your niche.

00:17:44.328 --> 00:17:46.809
I basically gave up the Learn Medicare

00:17:46.829 --> 00:17:49.650
Billing channel because I'm trying to talk

00:17:49.670 --> 00:17:51.050
to too small of an audience.

00:17:51.671 --> 00:17:54.010
I don't have the opportunity to scale to

00:17:54.050 --> 00:17:56.291
a million subscriber channel

00:17:56.852 --> 00:18:00.153
talking to PTs, even expanding out to PT,

00:18:00.192 --> 00:18:00.413
OT, SLP.

00:18:00.432 --> 00:18:01.113
So I'm like, all right,

00:18:02.792 --> 00:18:03.893
I learned my lessons.

00:18:04.333 --> 00:18:06.013
I got benefit from it.

00:18:06.034 --> 00:18:07.114
I'm going to kind of set that on

00:18:07.153 --> 00:18:08.054
the back burner.

00:18:08.453 --> 00:18:12.515
I'm way less active in my own clinical

00:18:12.555 --> 00:18:15.035
groups for the same reasons.

00:18:15.095 --> 00:18:17.695
I'm like, the opportunity isn't there.

00:18:18.276 --> 00:18:20.776
I can't drag this dead horse to water

00:18:20.836 --> 00:18:22.316
and expect it to take a drink.

00:18:23.256 --> 00:18:25.616
I'm stepping away and moving more toward

00:18:25.656 --> 00:18:26.136
consumer.

00:18:27.730 --> 00:18:28.810
And I get it, I'm sure,

00:18:28.891 --> 00:18:29.790
I know Jimmy gets it too,

00:18:29.971 --> 00:18:33.271
but what you just showed was making two

00:18:33.291 --> 00:18:34.291
thousand, whatever,

00:18:34.392 --> 00:18:35.852
one hundred dollars a month in the last

00:18:35.892 --> 00:18:38.393
twenty eight days on Facebook from posting

00:18:38.413 --> 00:18:40.732
this stuff on either Facebook or Meta or

00:18:40.752 --> 00:18:43.094
just Facebook only.

00:18:43.134 --> 00:18:45.753
But if you were running a webinar for

00:18:45.894 --> 00:18:47.515
LearnMedicare Billing every single week

00:18:47.555 --> 00:18:49.555
and you had like a new cohort every

00:18:50.375 --> 00:18:51.795
two to four weeks or something,

00:18:52.414 --> 00:18:54.816
couldn't you be making five,

00:18:54.855 --> 00:18:55.195
ten K

00:18:56.453 --> 00:18:58.976
twenty k thirty k a month like way

00:18:59.016 --> 00:19:00.537
more than what facebook is paying you for

00:19:00.576 --> 00:19:03.898
these posts yes it's a smaller total

00:19:03.939 --> 00:19:06.680
market uh total like addressable market of

00:19:06.700 --> 00:19:08.381
just therapists that would buy learn

00:19:08.401 --> 00:19:11.482
medicare billing i've said it before i

00:19:11.522 --> 00:19:12.983
think your learn medicare billing course

00:19:13.003 --> 00:19:14.664
should be like five thousand dollars and

00:19:14.724 --> 00:19:16.165
it's like five hundred dollars or

00:19:16.185 --> 00:19:19.867
something so couldn't you make way more on

00:19:19.907 --> 00:19:22.849
the learn medicare billing stuff from even

00:19:23.049 --> 00:19:24.310
also incorporating the social media

00:19:25.406 --> 00:19:27.728
It's the same theme you and I experienced

00:19:27.768 --> 00:19:28.928
in patient care.

00:19:29.548 --> 00:19:31.808
You would rather take somebody who's very

00:19:31.868 --> 00:19:32.548
serious,

00:19:32.729 --> 00:19:35.068
who's willing to pay a lot more to

00:19:35.088 --> 00:19:36.089
a higher level.

00:19:36.970 --> 00:19:38.329
I would rather stay.

00:19:38.529 --> 00:19:40.891
I would rather stay in a bigger pool

00:19:40.931 --> 00:19:41.550
of water,

00:19:42.090 --> 00:19:44.731
helping more people for like higher

00:19:44.771 --> 00:19:47.912
volume, lower revenue per person.

00:19:48.412 --> 00:19:50.113
Just because to me, it's so much easier.

00:19:50.532 --> 00:19:52.153
It's so much easier to throw up a

00:19:52.192 --> 00:19:53.173
quick screenshot,

00:19:53.233 --> 00:19:54.874
to throw up a quick text post,

00:19:55.233 --> 00:20:00.420
to let the advertisers monetize my time,

00:20:00.559 --> 00:20:04.284
my effort across a bigger pool than to

00:20:04.344 --> 00:20:05.945
have ten therapists,

00:20:05.965 --> 00:20:07.126
which is totally true.

00:20:07.768 --> 00:20:08.348
I could have.

00:20:08.449 --> 00:20:10.211
I used to have ten therapists in a

00:20:10.270 --> 00:20:11.951
cohort that would pay, you know,

00:20:11.992 --> 00:20:13.453
five hundred, a thousand,

00:20:13.513 --> 00:20:14.615
five thousand dollars.

00:20:15.523 --> 00:20:15.844
Yes,

00:20:15.903 --> 00:20:18.325
it would make me more money per unit,

00:20:18.826 --> 00:20:21.186
but I believe there's a bigger opportunity

00:20:21.846 --> 00:20:23.728
just a little bit further down the road.

00:20:23.788 --> 00:20:25.729
And I talked to these guys that are

00:20:25.749 --> 00:20:27.710
doing a thousand dollars a day.

00:20:28.369 --> 00:20:29.411
I did a hundred dollars,

00:20:29.631 --> 00:20:31.392
a hundred and fifty dollars yesterday on

00:20:31.451 --> 00:20:33.073
Facebook from ad revenue.

00:20:33.413 --> 00:20:35.193
These guys are doing a thousand dollars a

00:20:35.273 --> 00:20:35.773
day.

00:20:36.473 --> 00:20:39.115
And again, it's being paid by Facebook,

00:20:39.215 --> 00:20:41.237
not paid by the individual.

00:20:41.277 --> 00:20:41.576
Right.

00:20:41.957 --> 00:20:44.519
so it's just my comfort zone that's just

00:20:44.578 --> 00:20:46.780
where i feel like i do better it's

00:20:46.820 --> 00:20:48.481
b to b or b to c and

00:20:48.521 --> 00:20:49.883
then you get to decide who the b

00:20:49.923 --> 00:20:51.884
is and who the c is right so

00:20:51.924 --> 00:20:53.925
like someone might look at my podcast and

00:20:53.945 --> 00:20:56.048
be like how big are you topped out

00:20:56.107 --> 00:20:58.209
like how many pts can i get listening

00:20:58.229 --> 00:21:02.553
to other pts talk well yes except i

00:21:02.593 --> 00:21:04.933
shifted about two years ago with this show

00:21:04.974 --> 00:21:06.976
and and sort of direction i started

00:21:06.996 --> 00:21:08.457
talking about clinical stuff four or five

00:21:08.477 --> 00:21:10.077
years ago and started talking about this

00:21:10.137 --> 00:21:10.479
stuff

00:21:11.460 --> 00:21:13.103
And by this stuff, I mean, business,

00:21:13.163 --> 00:21:14.003
explain it to me.

00:21:14.724 --> 00:21:15.925
Communications, marketing,

00:21:16.086 --> 00:21:17.307
how is it going to help you?

00:21:18.369 --> 00:21:20.051
That's still a very small total

00:21:20.071 --> 00:21:22.335
addressable market.

00:21:22.796 --> 00:21:23.616
But if I can partner...

00:21:24.136 --> 00:21:25.278
Why do I work for an organization like

00:21:25.318 --> 00:21:26.019
Prompt now?

00:21:27.362 --> 00:21:28.824
A hundred people connecting

00:21:29.659 --> 00:21:31.681
B to B is worth a lot.

00:21:31.840 --> 00:21:34.503
It's worth more than a hundred views.

00:21:34.845 --> 00:21:36.046
That's where we get tied up in the

00:21:36.066 --> 00:21:38.048
vanity metrics of views.

00:21:38.428 --> 00:21:40.109
But if you're going to get Facebook to

00:21:40.150 --> 00:21:41.991
pay for it, have at it.

00:21:42.492 --> 00:21:44.375
That's where the economies of scale in a

00:21:44.414 --> 00:21:45.635
large audience make sense.

00:21:46.310 --> 00:21:47.951
So I look at the social media the

00:21:47.971 --> 00:21:49.291
way I look at insurance.

00:21:49.451 --> 00:21:51.132
Dave is working for the patient.

00:21:51.632 --> 00:21:53.192
The patient is paying Dave.

00:21:53.952 --> 00:21:54.692
In my clinic,

00:21:54.752 --> 00:21:56.354
I work for the insurance company.

00:21:56.673 --> 00:21:59.275
The insurance company is paying me.

00:21:59.295 --> 00:22:01.535
I deliver what the insurance is paying me

00:22:01.575 --> 00:22:03.996
to do kind of more than what the

00:22:04.036 --> 00:22:05.596
patient necessarily wants.

00:22:05.635 --> 00:22:06.916
A lot of my patients just want a

00:22:06.936 --> 00:22:07.457
back rub.

00:22:07.997 --> 00:22:09.737
The insurance doesn't pay me enough to do

00:22:09.777 --> 00:22:10.438
a back rub.

00:22:10.877 --> 00:22:13.137
So the patient abdicates that

00:22:13.178 --> 00:22:14.898
responsibility to the insurance.

00:22:14.919 --> 00:22:15.778
The patient says, hey,

00:22:16.471 --> 00:22:17.811
I will come to therapy as long as

00:22:17.852 --> 00:22:18.873
my insurance pays.

00:22:18.952 --> 00:22:20.354
So I, the consumer,

00:22:20.394 --> 00:22:22.575
deliver what the insurance is paying for.

00:22:23.355 --> 00:22:24.655
Same thing in media.

00:22:25.336 --> 00:22:26.116
I am delivering.

00:22:26.196 --> 00:22:28.358
I'm optimizing for what the algorithm is

00:22:28.419 --> 00:22:31.039
paying for more than I'm optimizing

00:22:31.080 --> 00:22:33.902
necessarily for what the viewer needs or

00:22:33.981 --> 00:22:35.603
wants or would benefit from.

00:22:36.483 --> 00:22:38.125
And over the last month or two,

00:22:38.244 --> 00:22:40.946
I look at all of these personal trainers

00:22:40.987 --> 00:22:41.047
and

00:22:41.126 --> 00:22:44.347
that are have million following million

00:22:44.387 --> 00:22:46.969
followers on facebook they've got to be

00:22:47.028 --> 00:22:50.411
doing you know x what i'm doing so

00:22:50.451 --> 00:22:52.132
let's say twenty thousand a month i'm

00:22:52.172 --> 00:22:54.532
doing two thousand a month and the stuff

00:22:54.553 --> 00:22:56.753
they're putting out is optimized for the

00:22:56.874 --> 00:22:58.773
algorithm more than anything else it's

00:22:58.933 --> 00:23:00.815
nothing great it's nothing fancy it's

00:23:00.835 --> 00:23:02.915
standing in which i did this video

00:23:03.415 --> 00:23:04.537
standing in front of the oven

00:23:05.116 --> 00:23:07.279
Ten heel raises, ten knee flexion,

00:23:07.339 --> 00:23:08.981
ten hip abduction, you know,

00:23:09.442 --> 00:23:10.845
and maybe a single leg balance.

00:23:11.566 --> 00:23:14.869
And they hit a million views with videos

00:23:14.910 --> 00:23:17.373
that we stopped producing a decade ago.

00:23:17.834 --> 00:23:18.835
It's crazy to me,

00:23:18.894 --> 00:23:20.657
but that's what the algorithm wants right

00:23:20.678 --> 00:23:20.778
now.

00:23:22.693 --> 00:23:23.693
All right.

00:23:23.713 --> 00:23:24.974
I got to dip in a few minutes.

00:23:25.375 --> 00:23:27.695
I'll be out in Colorado Saturday without

00:23:27.736 --> 00:23:28.155
prep.

00:23:29.957 --> 00:23:32.218
I'll take the next clip from each of

00:23:32.238 --> 00:23:34.218
you talking directly to the students in

00:23:34.238 --> 00:23:34.837
the audience.

00:23:35.598 --> 00:23:37.118
What would you tell them if the topic

00:23:37.159 --> 00:23:39.859
was just you and communicating with the

00:23:39.900 --> 00:23:40.200
world?

00:23:40.220 --> 00:23:41.401
Because that's what the focus will be.

00:23:42.796 --> 00:23:43.616
All right, I'll go first.

00:23:44.217 --> 00:23:44.617
I'll go first.

00:23:44.837 --> 00:23:47.420
If you got into physical therapy because

00:23:47.440 --> 00:23:48.980
you want to help people,

00:23:49.682 --> 00:23:51.903
you have an opportunity that none of the

00:23:51.923 --> 00:23:54.025
rest of us, none of your educators,

00:23:54.125 --> 00:23:55.826
none of the working professionals that

00:23:55.846 --> 00:23:57.167
have been in the business more than a

00:23:57.208 --> 00:23:57.667
decade,

00:23:58.269 --> 00:24:00.130
we didn't have this opportunity before.

00:24:00.691 --> 00:24:03.413
You could speak to a million people,

00:24:03.472 --> 00:24:05.835
a billion people around the world right

00:24:05.894 --> 00:24:07.556
now to help them

00:24:08.553 --> 00:24:11.075
You could speak to people that you never,

00:24:11.214 --> 00:24:13.635
a president, a prime minister,

00:24:14.057 --> 00:24:16.157
you will reach people that you never could

00:24:16.198 --> 00:24:18.420
have reached ten or fifteen years ago.

00:24:19.180 --> 00:24:21.582
Harness the power of that reach.

00:24:22.102 --> 00:24:22.862
Practice.

00:24:23.002 --> 00:24:23.942
Get your reps.

00:24:24.242 --> 00:24:26.285
Talk to a camera like it's a human

00:24:26.305 --> 00:24:28.205
because that will get your message out to

00:24:28.266 --> 00:24:28.945
more people.

00:24:29.247 --> 00:24:31.587
You will help more people than you ever

00:24:31.627 --> 00:24:34.529
could in real person in a clinic or

00:24:34.609 --> 00:24:35.411
in a patient's home.

00:24:35.431 --> 00:24:36.330
Dave, what do you got?

00:24:38.334 --> 00:24:38.976
I like that.

00:24:39.356 --> 00:24:40.098
I agree with that.

00:24:40.200 --> 00:24:42.405
And I would say record all of your

00:24:42.486 --> 00:24:43.288
patient encounters,

00:24:43.308 --> 00:24:44.653
get your patients to agree to it.

00:24:45.578 --> 00:24:47.480
Treat your neighbors, your family members,

00:24:47.500 --> 00:24:49.180
get it on video, put it out there.

00:24:49.800 --> 00:24:53.041
But with the focus of using that to

00:24:53.102 --> 00:24:55.182
get you more patients and clients in the

00:24:55.222 --> 00:24:55.522
future,

00:24:55.663 --> 00:24:57.282
or you can go and take that and

00:24:57.323 --> 00:24:59.683
go to your first or second full-time job

00:24:59.963 --> 00:25:00.384
and say, hey,

00:25:00.484 --> 00:25:01.625
I can do this for you, Mr.

00:25:01.644 --> 00:25:02.625
and Mrs. Practice Owner.

00:25:02.905 --> 00:25:03.865
We can do this together.

00:25:04.506 --> 00:25:06.967
I don't like relying on Facebook to pay

00:25:07.027 --> 00:25:09.968
for the views because tomorrow Facebook

00:25:09.988 --> 00:25:11.229
could just say to Tony Maritato,

00:25:11.249 --> 00:25:12.169
we're not going to pay you anymore.

00:25:12.853 --> 00:25:14.094
The two thousand dollars you just made

00:25:14.134 --> 00:25:14.575
last month,

00:25:14.835 --> 00:25:16.876
now it's zero dollars and the CPM now

00:25:16.916 --> 00:25:20.280
is crushed versus you have the skills,

00:25:20.701 --> 00:25:21.702
but you're using those skills.

00:25:21.742 --> 00:25:23.064
Yes, you can talk to a billion people,

00:25:23.403 --> 00:25:24.806
but if you can get that in front

00:25:24.826 --> 00:25:27.288
of the local five or ten thousand people

00:25:27.548 --> 00:25:28.769
to know about your physical therapy

00:25:28.789 --> 00:25:30.412
practice or know about your job where

00:25:30.432 --> 00:25:31.373
you're starting to work.

00:25:32.107 --> 00:25:33.670
Now you can use that to leverage either

00:25:34.010 --> 00:25:36.253
make more income for yourself or have

00:25:36.294 --> 00:25:38.215
patients coming into the front desk

00:25:38.256 --> 00:25:40.239
calling in specifically for you,

00:25:40.358 --> 00:25:41.560
which then you could say to your boss,

00:25:41.840 --> 00:25:42.041
hey,

00:25:42.301 --> 00:25:43.804
I believe I should have a raise and

00:25:43.844 --> 00:25:45.646
make more money here because I'm bringing

00:25:45.886 --> 00:25:47.788
in more new patients because of my social

00:25:47.808 --> 00:25:48.830
media footprint online.

00:25:50.034 --> 00:25:50.394
Well done.

00:25:50.474 --> 00:25:51.154
All right.

00:25:51.194 --> 00:25:52.737
I'll let those be your parting shots for

00:25:52.777 --> 00:25:53.178
today.

00:25:54.318 --> 00:25:56.260
I'll say again, hey, enjoy.

00:25:57.482 --> 00:25:59.685
Oh, Megan's saying, why only students?

00:25:59.705 --> 00:26:00.846
We can all benefit from those clips.

00:26:00.866 --> 00:26:00.967
Yeah,

00:26:00.987 --> 00:26:02.308
that was your parting shot for the day.

00:26:03.230 --> 00:26:04.131
Tony, enjoy the beach.

00:26:04.550 --> 00:26:07.013
Dave, enjoy playing catch in Central Park.

00:26:07.815 --> 00:26:09.277
And we'll see you guys on Tuesday.

00:26:12.951 --> 00:26:13.132
That's it.

00:26:13.152 --> 00:26:13.392
We're out.

00:26:13.412 --> 00:26:14.912
Boys, what the hell are you doing?

00:26:14.971 --> 00:26:17.794
Follow Tony Meritato on YouTube at Total

00:26:17.834 --> 00:26:18.874
Therapy Solution.

00:26:18.913 --> 00:26:19.914
Find Dave Kittle at

00:26:19.934 --> 00:26:23.135
conciergepainrelief.com and on YouTube at

00:26:23.155 --> 00:26:24.317
The Dave Kittle Show.

00:26:24.656 --> 00:26:27.798
And follow Jimmy McKay at PT Podcasts on

00:26:27.818 --> 00:26:28.959
YouTube, the socials,

00:26:29.058 --> 00:26:30.839
and wherever you binge podcasts you

00:26:30.859 --> 00:26:32.560
pretend are for CEUs.

00:26:32.820 --> 00:26:34.261
And hey, just a reminder,

00:26:34.741 --> 00:26:36.002
none of this was for advice.

00:26:36.042 --> 00:26:37.542
This was for entertainment only.

00:26:37.804 --> 00:26:39.223
Our lawyers say that counts.

00:26:39.324 --> 00:26:40.025
Thanks, Keith.