Magnetic Content Wins: What Generational Marketing Can't Teach You

WEBVTT

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All right, let's hit the intro.

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All right, good Tuesday morning.

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He's Tony Meritato.

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I'm Jimmy McKay.

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Dave Kittle lost in the Georgia backwoods.

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We have no idea where Dave

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Kittle is this morning.

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He's lost.

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Tony, how's it going, man?

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I'm doing great.

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Listen, if my audio or my video cuts out,

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just let me know.

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I'll switch over to something else.

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But I can totally see Dave

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like total wilderness.

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What Survivor Man?

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You ever watch that?

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A Survivor Man?

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I don't know if I've seen that.

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So Survivor Man was my favorite.

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He was out there by himself

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doing his own videos, his own recording,

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like completely alone.

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The other guy, I can't remember,

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Bear Grylls or something like that.

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He had like a crew and he

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had people with him.

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It was totally fake.

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But Survivor Man, he was incredible.

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I loved watching every episode.

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You talk about like why it's

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good to create content.

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We didn't plan on talking about this.

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I don't know the guy's name,

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but I watched a video and

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maybe it's the guy you're talking about.

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He's got a family,

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but most of his videos are

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by himself and he's got glasses.

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He kind of looks like an accountant,

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but to be honest, like this guy's super,

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super smart.

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And he shows you like how to build a,

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you know,

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how to build a structure out of

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snow so you don't die and

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had all that stuff.

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And yeah,

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that sort of like content

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like fascinates me because

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hopefully I'm never going

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to be in that situation.

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But if I am, I'm like,

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I just need like two nuggets,

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like just two nuggets to

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get through the night.

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Dave is back.

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I'm here.

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Good morning.

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We have a musical intro for

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you this morning.

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Are you ready?

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I'm ready.

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It's your birthday.

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Happy birthday, Dave.

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We won't ask how old you are.

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We don't do that after like

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seven years old.

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If I was as big as Dave,

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I want people to know how old I am.

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How old are you?

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I am thirty eight today.

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Awesome.

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And I, you know,

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I don't want to say crazy.

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What is it?

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It's your birthday.

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Cry if I want to.

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So it's my birthday.

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I can be late to the show if I want to.

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It's true.

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Yeah.

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We were just saying you were

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probably out like catching dinner.

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You were killing animals.

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No, I'm here.

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I'm here.

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Jimmy, I think who you're talking about,

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it's the Outdoor Boys channel.

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The guy was an attorney.

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He was a lawyer.

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And then he started doing YouTube.

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He had a couple of different

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YouTube channels.

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One was like Carp and

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Catfish where he did all

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the fishing stuff.

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But then he had the Outdoor

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Boys where he's got his four kids,

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his wife.

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I think he was from Alaska

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originally and he does a

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ton of stuff in Alaska.

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And he does, he shows you how to like

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create structures and shelters and that,

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that guy,

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it's gotta be doing tens of

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millions in revenue and

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mostly profit because

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there's like no expense for him.

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None.

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I mean, he would, he would even go to, um,

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you know,

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he bought a piece of property

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and then his whole content

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for the next couple of

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months was like renovating

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it and like what he found

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on the property and what he

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could use and what he could turn it into.

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There's a guy by the name of Sean Gatsby.

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He's got tattoos all over his face.

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He's out in Arizona and he's

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building a compound.

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The guy's hand building this by himself.

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That's another example of

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when I watch two or three of his videos,

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next thing you know,

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I'm seeing five or six of

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those things suggested a day.

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It's funny because then all

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of a sudden you're like,

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where'd that guy go?

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Is he still around?

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Because it sort of fades out.

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It shows you that your

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audience is constantly

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coming in and fading out.

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Yeah.

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And talking about catfish,

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catfish and carps, Dave,

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let's talk about your post.

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Let's talk about how you

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screen and how you avoid, you know,

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therapists.

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And here's the context for

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anybody listening.

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So I shared Dave's post

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about up to one hundred and

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twenty thousand a year,

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four to six patient visits a day,

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I think it was.

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And I was like,

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how do you avoid those

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therapists who and it could

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be the best of intentions.

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They think they're amazing therapists.

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They think that they're killing it.

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They think that they're working so hard.

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They think that they're

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sacrificing so much.

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But then once you get them

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in the organization, you realize.

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They're just lazy and deluded.

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They have no idea.

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They are not a good therapist.

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They're not fun to be around

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and they're not working hard.

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But when you put a post like on the screen,

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NYC, PT,

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OT up to one hundred twenty

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thousand salary compensation,

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treat four to six a day, house calls,

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coaching, mentorship,

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that is going to attract everybody.

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How do you find the ones

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that really resonate with your culture?

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Yeah, I mean, great question.

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First of all, yes,

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that is the point of these

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posts is to have a bigger

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top of the funnel to

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attract more potential candidates.

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We were in the car yesterday

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going from this Blue Ridge,

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Georgia cabin over to

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Tennessee for a batting cage, actually,

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the D-back company.

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So we hit there.

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And on the drive,

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I pulled out my Google Drive,

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my playbook that we have

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for concierge pain relief for my practice,

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and I added...

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a Google sheet,

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a file just for this exactly.

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And I, with your posts, I said, you know,

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how do we,

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and I need to get the reason of

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the playbook, by the way,

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is to get things out of my

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head and get it documented

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somewhere electronically so

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that it'll help with other,

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with onboarding with other

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new employees and growth

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and all that type of stuff.

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So I added this in the,

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in the recruiting and

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hiring folder of the playbook.

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And how do we,

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I wrote a bunch of things down,

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but really like the most concise thing is,

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is that it's all about signaling.

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What I mean by signaling is we,

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so we have a candidate, they, they apply,

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they apply through our website.

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They respond to an indeed ad.

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Maybe they come through my

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network like this.

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Like someone sees it on

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Facebook or LinkedIn.

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They private message me on

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LinkedIn or Facebook.

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We start a conversation.

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It's,

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I don't know if I have a

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great answer other than

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it's signaling meaning as

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someone goes through the whole process,

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right?

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So they, they inquire, they're interested.

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I'll send them or someone on my team,

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like we'll send them the FAQ document.

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It's like six pages or something.

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It answers like a lot of the

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normal questions of like,

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do we need to bring a treatment table?

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Like what about CEUs and

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like documentation?

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It answers every single

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question around potentially

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working with us.

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So one thing is like,

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They read that.

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Then we have a fifteen

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minute phone screen.

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Then we have a this like a

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sixty minute Zoom interview.

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Then we would have an

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in-person interview where

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they evaluate me and I'm

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the fake patient.

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So in this whole process, it's signaling,

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meaning how timely they

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respond to things.

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How do they conduct

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themselves on the phone?

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What are the things that

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they're interested about?

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Like the questions that they ask?

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I don't know.

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particularly how I'm sure I

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have it somewhere in my

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head and this right now,

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as we're talking about this,

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like I'm literally,

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it's kind of still processing, like,

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how do I know if someone's lazy or not?

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I,

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I think there's some amount of

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motivation.

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I think that a therapist

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would want to run around

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New York city and see four

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to six patients a day

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compared to being in an

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outpatient office where they see

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well, you know, ten to twenty or whatever,

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twenty five or, you know, at the high end,

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that is easier.

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So already my job,

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my job listing or my job

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specs is it can be more

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challenging and it takes

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more effort to do that.

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Also, with my therapist,

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when they schedule follow

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up visits with patients,

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patients and clients, they're

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They're doing a lot of the

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scheduling themselves

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compared to an outpatient

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office where the admin,

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the front desk person has

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their open panel and they're just like,

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oh, you know,

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Tony is open on Wednesday at

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nine thirty and he's got an opening at,

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you know, two fifteen and five thirty.

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Which one works better for you?

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So.

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It has to attract and it doesn't always,

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but these job posts,

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it has to try to attract

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someone that understands

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there's going to be some extra work.

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And I used to think that this was easier.

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I used to think that my

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My offering,

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my job was easier than going

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to an outpatient office and

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treating twenty patients a day.

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Sturdy McKee, my business mentor, my coach,

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my business partner,

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he made me realize that

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this is actually more work

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and more challenging.

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So I was like,

00:09:03.095 --> 00:09:04.075
it took probably a year for

00:09:04.115 --> 00:09:05.216
me to actually understand that.

00:09:06.216 --> 00:09:06.916
And I don't Tony,

00:09:06.936 --> 00:09:07.635
I don't know if I'm even

00:09:07.655 --> 00:09:09.176
giving you a great response right now.

00:09:09.216 --> 00:09:09.355
Like,

00:09:09.696 --> 00:09:11.057
how do I know if someone's lazy or not?

00:09:11.777 --> 00:09:13.057
They have to follow up.

00:09:13.777 --> 00:09:14.918
efficiently, quickly.

00:09:15.138 --> 00:09:19.522
They have to exude interest and emotion.

00:09:19.721 --> 00:09:22.644
And they're showing, here's why I'm in.

00:09:23.164 --> 00:09:23.225
Oh,

00:09:23.245 --> 00:09:25.447
another thing I wrote in this document

00:09:26.307 --> 00:09:28.149
is I need to find like a specialist,

00:09:28.489 --> 00:09:29.590
a particular specialist

00:09:30.551 --> 00:09:31.131
physical therapist,

00:09:31.432 --> 00:09:32.592
as opposed to just like a

00:09:32.673 --> 00:09:34.653
generalist who is like whatever job,

00:09:34.693 --> 00:09:35.414
like random,

00:09:35.455 --> 00:09:37.677
like I'll take any job that's on Indeed.

00:09:38.236 --> 00:09:40.119
Obviously that therapist is not for me.

00:09:40.318 --> 00:09:41.200
So we can get into it.

00:09:42.682 --> 00:09:44.604
Let me ask you this, and Jimmy,

00:09:44.624 --> 00:09:45.504
I'm sure you probably have

00:09:45.543 --> 00:09:46.524
something to chime in.

00:09:48.025 --> 00:09:50.368
The process that you're going through,

00:09:50.587 --> 00:09:51.129
I love,

00:09:51.249 --> 00:09:53.210
and ChatGPT is like the perfect

00:09:53.230 --> 00:09:56.052
scenario where last night I

00:09:56.212 --> 00:09:58.214
used ChatGPT to create a

00:09:58.294 --> 00:09:59.355
new patient admission

00:09:59.414 --> 00:10:01.956
procedure that was formally

00:10:02.018 --> 00:10:03.259
documented in a

00:10:03.318 --> 00:10:05.900
step-by-step method for my

00:10:05.941 --> 00:10:06.941
Medicare billing course.

00:10:07.822 --> 00:10:09.222
So for you, for this,

00:10:10.104 --> 00:10:11.004
I would be talking to

00:10:11.044 --> 00:10:13.125
ChatGPT just like another person saying,

00:10:13.186 --> 00:10:14.967
help me understand the

00:10:15.008 --> 00:10:16.688
process of how I weed out

00:10:17.089 --> 00:10:18.451
the individuals who are

00:10:18.471 --> 00:10:19.591
applying for a job that are

00:10:19.650 --> 00:10:20.351
not appropriate.

00:10:20.392 --> 00:10:21.793
What are the questions I'm asking?

00:10:21.852 --> 00:10:23.254
What are the things I'm thinking about?

00:10:24.595 --> 00:10:27.216
And ChatGPT will give you

00:10:27.256 --> 00:10:28.658
the finalized document

00:10:28.677 --> 00:10:29.437
that's actually the

00:10:29.457 --> 00:10:30.839
step-by-step process that

00:10:30.859 --> 00:10:32.500
creates the structure for your business,

00:10:32.519 --> 00:10:34.841
the SOP, procedure, policy,

00:10:34.880 --> 00:10:35.881
whatever you want to call it.

00:10:36.522 --> 00:10:38.543
My question, my follow-up question is,

00:10:39.183 --> 00:10:41.164
when you identify through, let's say,

00:10:41.184 --> 00:10:43.326
the fifteen-minute interview, you're like,

00:10:43.466 --> 00:10:44.846
oh, this is not going to work.

00:10:44.927 --> 00:10:46.408
This is not the person for me.

00:10:46.749 --> 00:10:47.989
They might be a great person,

00:10:48.009 --> 00:10:49.210
they might be well-intentioned,

00:10:49.250 --> 00:10:50.610
but this is not the person

00:10:50.630 --> 00:10:51.971
that I want on my team.

00:10:52.986 --> 00:10:54.467
Do you cut it off right there?

00:10:54.528 --> 00:10:55.869
Do you say, stop, stop, stop.

00:10:55.908 --> 00:10:56.808
Let me stop you.

00:10:57.028 --> 00:10:58.009
This isn't going to work.

00:10:58.029 --> 00:10:59.171
Do you let them, you know,

00:10:59.250 --> 00:11:00.991
finish the fifteen minutes

00:11:01.552 --> 00:11:03.092
and then tell them something?

00:11:03.113 --> 00:11:04.033
Do you email them?

00:11:04.072 --> 00:11:04.232
Like,

00:11:04.293 --> 00:11:06.355
how do you break up before you ever

00:11:06.414 --> 00:11:07.975
start the relationship?

00:11:08.895 --> 00:11:09.076
Yeah,

00:11:09.096 --> 00:11:10.417
so on that fifteen minute phone screen,

00:11:10.437 --> 00:11:11.557
I'm really asking like

00:11:11.618 --> 00:11:12.658
three quick questions.

00:11:12.817 --> 00:11:13.698
And then at the end of that,

00:11:13.739 --> 00:11:16.000
it's really like, hey, Tony,

00:11:16.360 --> 00:11:17.600
I like those replies.

00:11:17.660 --> 00:11:18.520
I liked your answers to

00:11:18.561 --> 00:11:21.182
those questions while we're here.

00:11:21.572 --> 00:11:23.552
on this phone, let's pick a time.

00:11:23.613 --> 00:11:25.734
Otherwise, if we can't and if I gotta run,

00:11:26.374 --> 00:11:27.173
I'll send you a link and

00:11:27.193 --> 00:11:28.734
you can pick a time on my calendar.

00:11:28.754 --> 00:11:30.335
But otherwise, let's schedule that Zoom,

00:11:30.654 --> 00:11:31.575
six-minute Zoom interview

00:11:31.595 --> 00:11:32.894
because the fifteen-minute

00:11:32.914 --> 00:11:34.335
phone call is just to

00:11:34.455 --> 00:11:36.895
ensure that it makes sense

00:11:36.916 --> 00:11:39.336
for both of us to invest in the next step,

00:11:39.355 --> 00:11:40.496
which is that sixty-minute

00:11:40.517 --> 00:11:41.216
Zoom interview.

00:11:41.636 --> 00:11:43.317
But what if you realize at

00:11:43.356 --> 00:11:44.616
that fifteen-minute call

00:11:44.657 --> 00:11:46.898
it's not making sense?

00:11:47.378 --> 00:11:47.577
You know,

00:11:48.347 --> 00:11:49.649
It doesn't happen too often

00:11:49.808 --> 00:11:51.950
because I think in this whole process,

00:11:52.049 --> 00:11:53.951
again, Sturdy helped me with this,

00:11:53.990 --> 00:11:55.511
which is candidates are

00:11:55.652 --> 00:11:57.852
always on their very best behavior, best,

00:11:57.893 --> 00:12:01.094
best, best behavior ever at the very,

00:12:01.134 --> 00:12:01.335
very,

00:12:01.434 --> 00:12:03.274
very beginning of the entire process.

00:12:03.655 --> 00:12:04.855
So I feel like you can't

00:12:04.916 --> 00:12:06.856
always – I can't always

00:12:06.937 --> 00:12:08.857
know how great someone is.

00:12:08.898 --> 00:12:10.278
Now, of course, in –

00:12:11.285 --> 00:12:14.268
in the first, let's say in the first seven,

00:12:14.408 --> 00:12:15.107
eight minutes, right?

00:12:15.908 --> 00:12:16.928
I will definitely say,

00:12:17.089 --> 00:12:19.190
I'll nicely say like, hey,

00:12:20.571 --> 00:12:22.152
like it's not you, it's me.

00:12:22.192 --> 00:12:23.172
It's like, you know,

00:12:23.272 --> 00:12:24.373
based off of this or that,

00:12:24.413 --> 00:12:26.433
like I feel like this

00:12:26.553 --> 00:12:28.995
doesn't match the ideal

00:12:29.054 --> 00:12:30.216
candidate that we're looking for.

00:12:30.576 --> 00:12:32.256
And I know you're gonna rock

00:12:32.277 --> 00:12:33.618
and roll at some other role

00:12:33.658 --> 00:12:34.457
or job or whatever.

00:12:34.518 --> 00:12:35.057
And you know,

00:12:35.138 --> 00:12:36.418
there's tons of jobs out there.

00:12:36.438 --> 00:12:37.919
So you're gonna be fine.

00:12:37.940 --> 00:12:38.740
You're gonna do great.

00:12:39.279 --> 00:12:40.260
I just, I don't think,

00:12:40.927 --> 00:12:42.609
based off of the first thing, you know,

00:12:42.668 --> 00:12:44.190
one or two things you said or whatever,

00:12:44.850 --> 00:12:46.491
um, or, or a question, I don't know,

00:12:46.511 --> 00:12:48.513
like a question, like, um,

00:12:48.533 --> 00:12:49.354
something that I'm trying

00:12:49.374 --> 00:12:50.654
to think what would disqualify someone,

00:12:51.355 --> 00:12:53.317
um, you know, like, Oh, like,

00:12:53.376 --> 00:12:54.197
I don't know, like, Oh,

00:12:54.216 --> 00:12:54.937
you don't have like private

00:12:54.977 --> 00:12:55.798
car service driving me

00:12:55.817 --> 00:12:56.979
around to all your home, you know,

00:12:57.019 --> 00:12:57.499
home visits.

00:12:57.519 --> 00:12:58.340
Like, I don't know,

00:12:58.360 --> 00:12:59.341
like that's something that

00:12:59.360 --> 00:12:59.841
hasn't happened,

00:12:59.860 --> 00:13:01.022
but something that would

00:13:01.042 --> 00:13:01.761
disqualify someone,

00:13:01.841 --> 00:13:03.703
I would absolutely want to

00:13:03.724 --> 00:13:05.924
protect my time and say, Hey, you know,

00:13:05.945 --> 00:13:07.105
I know we said this is a

00:13:10.557 --> 00:13:11.958
And yes, sometimes it can be shorter.

00:13:12.538 --> 00:13:13.139
And I'll cut it off.

00:13:14.019 --> 00:13:14.919
Jimmy, what do you think?

00:13:15.581 --> 00:13:17.241
When you know it's not going to work,

00:13:17.261 --> 00:13:18.522
the chemistry is not there.

00:13:19.202 --> 00:13:20.202
I think I know within the

00:13:20.222 --> 00:13:21.083
first couple minutes.

00:13:21.183 --> 00:13:22.543
I hear it in the tone of voice.

00:13:22.664 --> 00:13:24.304
I see it in their body

00:13:24.365 --> 00:13:26.086
language and their mannerisms.

00:13:26.886 --> 00:13:28.126
Dave cares too much about

00:13:28.187 --> 00:13:28.988
breaking another person's

00:13:29.008 --> 00:13:30.229
heart in this situation.

00:13:30.448 --> 00:13:30.849
No, I don't.

00:13:31.068 --> 00:13:31.828
No.

00:13:31.849 --> 00:13:32.909
Then cut it off, right?

00:13:32.929 --> 00:13:34.791
Then be like, hey, listen.

00:13:34.870 --> 00:13:35.390
I said I do.

00:13:35.451 --> 00:13:35.630
Yeah.

00:13:35.691 --> 00:13:36.631
I mean, I said...

00:13:37.267 --> 00:13:38.447
cause I've done this for a

00:13:38.486 --> 00:13:40.768
while now and a lot of

00:13:40.807 --> 00:13:44.528
folks exude what we're

00:13:44.548 --> 00:13:46.470
looking for on the first or second call.

00:13:46.549 --> 00:13:49.551
And, and sometimes either,

00:13:49.671 --> 00:13:50.551
either I'm not picking up

00:13:50.591 --> 00:13:52.371
on some of those signals or

00:13:52.532 --> 00:13:54.793
I'm letting too many of them, you know,

00:13:54.812 --> 00:13:56.072
pass through and I'm not

00:13:56.153 --> 00:13:57.874
filtering them out early enough.

00:13:58.193 --> 00:13:58.653
Maybe I'm not,

00:13:58.933 --> 00:13:59.774
maybe I need to continue to

00:13:59.793 --> 00:14:00.374
get better at that.

00:14:01.554 --> 00:14:02.095
And also,

00:14:03.429 --> 00:14:04.510
Every candidate is going to

00:14:04.530 --> 00:14:05.192
be on their very,

00:14:05.231 --> 00:14:06.432
very best behavior on the

00:14:06.472 --> 00:14:07.673
very beginning of any

00:14:07.714 --> 00:14:09.775
engagement with any recruiter,

00:14:10.616 --> 00:14:12.457
business owner, practice owner, whoever.

00:14:13.019 --> 00:14:15.441
So I like this ad.

00:14:15.480 --> 00:14:16.381
I think it's very different.

00:14:16.522 --> 00:14:17.162
Number one, it puts money in it.

00:14:17.182 --> 00:14:18.062
You're already like, you're already like,

00:14:18.082 --> 00:14:18.923
you're already like, you're already like,

00:14:18.943 --> 00:14:20.164
you're already like, you're already like,

00:14:20.184 --> 00:14:20.966
you're already like, you're already like,

00:14:20.985 --> 00:14:21.426
you're already like, uh,

00:14:21.446 --> 00:14:22.746
ahead of most job postings, right?

00:14:22.767 --> 00:14:24.188
By putting an actual salary in there,

00:14:24.489 --> 00:14:25.509
which in twenty twenty four

00:14:25.529 --> 00:14:26.571
is mind numbing because it

00:14:26.591 --> 00:14:27.792
just wastes time on everybody's.

00:14:28.332 --> 00:14:29.874
And if this is going to be a deal breaker,

00:14:30.870 --> 00:14:32.232
So I don't know the answer,

00:14:32.254 --> 00:14:33.556
but I do know a lot of questions.

00:14:34.057 --> 00:14:37.582
So can you reverse engineer

00:14:37.623 --> 00:14:38.504
the people that you have

00:14:38.544 --> 00:14:39.746
found who have been great?

00:14:40.207 --> 00:14:40.849
Are they the kind...

00:14:42.379 --> 00:14:44.000
How about they help you design the ad?

00:14:44.059 --> 00:14:44.841
Because for me,

00:14:44.900 --> 00:14:45.980
you said you thought this

00:14:46.000 --> 00:14:48.221
would be like the easiest job.

00:14:49.001 --> 00:14:51.162
Because to Dave, this is easy.

00:14:51.481 --> 00:14:52.581
But from what I'm hearing,

00:14:52.642 --> 00:14:53.543
to a lot of people,

00:14:53.842 --> 00:14:55.003
this is the opposite of easy.

00:14:55.043 --> 00:14:56.082
This is choose your heart.

00:14:56.582 --> 00:14:56.982
For me,

00:14:57.043 --> 00:14:58.323
going to work at a radio station

00:14:58.583 --> 00:15:00.024
and riffing for five hours

00:15:00.163 --> 00:15:01.984
every single day, super easy.

00:15:02.524 --> 00:15:03.764
Any of my friends who are...

00:15:04.684 --> 00:15:05.666
far more intelligent,

00:15:06.105 --> 00:15:06.885
that was really hard.

00:15:06.946 --> 00:15:09.227
So it's like, you choose your hard, right?

00:15:09.288 --> 00:15:09.908
So like, that's the,

00:15:09.988 --> 00:15:10.869
that's one of those phrases

00:15:10.889 --> 00:15:12.210
that comes to mind, choose your hard.

00:15:12.769 --> 00:15:12.990
So,

00:15:13.850 --> 00:15:14.951
and I don't want to tell the same story

00:15:14.990 --> 00:15:15.451
over and over again,

00:15:15.471 --> 00:15:16.331
because I think I did,

00:15:16.432 --> 00:15:18.913
but I used to look for weekend radio DJs,

00:15:19.234 --> 00:15:19.653
essentially,

00:15:19.693 --> 00:15:20.455
like you're going to work all

00:15:20.475 --> 00:15:21.674
the fill in holidays, you're

00:15:24.875 --> 00:15:27.356
Our ad was worst job ever.

00:15:28.177 --> 00:15:31.019
Minimum wage, nights, weekends, holidays,

00:15:31.839 --> 00:15:34.541
no perks, no job security,

00:15:34.660 --> 00:15:36.062
called in a minute's notice,

00:15:36.381 --> 00:15:37.182
and I weeded out.

00:15:37.601 --> 00:15:39.322
But the job is you get to be

00:15:39.383 --> 00:15:40.943
on the air at this radio station.

00:15:41.203 --> 00:15:42.965
And we ran that ad as a campaign.

00:15:43.365 --> 00:15:46.366
So if I got fifteen candidates, great.

00:15:46.508 --> 00:15:47.988
Because I only had to hire one.

00:15:48.288 --> 00:15:49.288
I wound up hiring more

00:15:49.389 --> 00:15:51.169
because of the sorting process.

00:15:51.629 --> 00:15:51.750
So...

00:15:52.711 --> 00:15:54.272
so I've done I've done not

00:15:54.312 --> 00:15:56.072
on this graphic but in the

00:15:56.451 --> 00:15:57.552
caption description of

00:15:57.653 --> 00:15:59.033
other posts I have written

00:15:59.072 --> 00:16:03.455
things like uh demanding

00:16:04.394 --> 00:16:05.774
yet motivated clientele

00:16:05.835 --> 00:16:07.436
because some of our some of

00:16:07.475 --> 00:16:09.437
our clientele like even if

00:16:09.456 --> 00:16:10.336
you say hey I'll be there

00:16:10.376 --> 00:16:11.797
around nine thirty and some

00:16:11.836 --> 00:16:13.038
of these like old you know

00:16:13.077 --> 00:16:14.638
retired senior retired m a

00:16:14.658 --> 00:16:15.778
lawyers and investment

00:16:15.798 --> 00:16:17.119
bankers whatever like you

00:16:17.139 --> 00:16:19.179
know it's like nine thirty two

00:16:19.789 --> 00:16:22.030
and the client or their spouse are,

00:16:22.091 --> 00:16:22.370
you know,

00:16:22.490 --> 00:16:24.172
texting or calling the therapist like,

00:16:24.412 --> 00:16:25.613
hey, are you still coming today?

00:16:25.633 --> 00:16:27.894
And it's like, yeah,

00:16:27.953 --> 00:16:30.014
I'm two blocks away or like, you know,

00:16:30.054 --> 00:16:30.855
it's just crazy, right?

00:16:30.894 --> 00:16:32.916
So like, I have put some of that in there.

00:16:33.836 --> 00:16:34.716
I have put some of that in

00:16:35.898 --> 00:16:38.019
the job descriptions or in

00:16:38.318 --> 00:16:38.958
the social media.

00:16:39.678 --> 00:16:41.320
I'd make it the campaign.

00:16:41.340 --> 00:16:42.160
I mean, that's what we did.

00:16:42.400 --> 00:16:44.542
Like worst job ever, like minimum wage.

00:16:44.642 --> 00:16:45.481
Like I only want the people

00:16:45.501 --> 00:16:46.903
who really super want this, right?

00:16:47.937 --> 00:16:48.698
Now I'm not saying you have

00:16:48.719 --> 00:16:49.759
to say like minimum wage,

00:16:49.799 --> 00:16:51.321
but it's like toughest job in New York,

00:16:51.421 --> 00:16:52.282
like toughest physical

00:16:52.322 --> 00:16:53.241
therapy job in New York.

00:16:53.282 --> 00:16:55.323
Like what I want the people, like,

00:16:55.624 --> 00:16:56.565
why do you do, what do you do?

00:16:56.625 --> 00:16:57.245
Tough mutter.

00:16:57.426 --> 00:16:58.687
Like, why do you do Ironman?

00:16:58.826 --> 00:17:01.109
Like you do it for the t-shirt, right?

00:17:01.149 --> 00:17:02.309
Like you do it for the journey.

00:17:02.350 --> 00:17:03.791
Like that's the person you're looking for.

00:17:04.211 --> 00:17:04.751
You're looking for the

00:17:04.771 --> 00:17:06.173
person who does it for the journey,

00:17:06.653 --> 00:17:06.813
right?

00:17:06.833 --> 00:17:06.973
Yeah.

00:17:07.821 --> 00:17:08.563
And then you're going to

00:17:08.603 --> 00:17:10.265
reward them with the medal

00:17:10.285 --> 00:17:11.226
and the t-shirt at the end.

00:17:11.385 --> 00:17:12.727
You're going to compensate them,

00:17:12.807 --> 00:17:13.567
but you're looking for the

00:17:13.607 --> 00:17:14.229
people who are like,

00:17:14.630 --> 00:17:16.411
I'd do this if it were free.

00:17:18.653 --> 00:17:19.315
I don't know.

00:17:19.954 --> 00:17:21.336
I like that strategy for

00:17:21.497 --> 00:17:22.738
patient acquisition.

00:17:23.638 --> 00:17:26.099
I want to tell patients this

00:17:26.119 --> 00:17:27.601
is a horrible experience.

00:17:27.621 --> 00:17:29.000
You are going to feel terrible.

00:17:29.040 --> 00:17:30.001
We're going to drag you

00:17:30.041 --> 00:17:30.902
through the mud like we're

00:17:30.922 --> 00:17:31.742
going to do all of these

00:17:31.762 --> 00:17:33.222
things because I want that

00:17:33.262 --> 00:17:35.144
patient coming to me who's

00:17:35.223 --> 00:17:36.625
not expecting to lay on a

00:17:36.664 --> 00:17:38.365
table and have me rub their back.

00:17:38.905 --> 00:17:39.986
I want that patient who's

00:17:40.026 --> 00:17:41.166
looking for a challenge.

00:17:43.003 --> 00:17:45.484
Who wants it to be hard from

00:17:45.605 --> 00:17:47.705
a talent acquisition perspective?

00:17:48.185 --> 00:17:51.067
I do find to going back and being like,

00:17:51.267 --> 00:17:52.426
who is the people?

00:17:52.827 --> 00:17:53.968
What is the person that's

00:17:54.008 --> 00:17:55.048
been successful in my

00:17:55.087 --> 00:17:56.088
organization already?

00:17:56.509 --> 00:17:57.669
What is their personality?

00:17:57.729 --> 00:17:59.170
What were the things that stood out to me?

00:17:59.210 --> 00:17:59.390
Like,

00:17:59.410 --> 00:18:01.089
how can I convey that to future

00:18:01.130 --> 00:18:01.911
prospects?

00:18:02.990 --> 00:18:04.751
One of the stories I always share is.

00:18:05.672 --> 00:18:07.173
I was taking somebody around.

00:18:07.713 --> 00:18:09.355
It was the granddaughter of

00:18:09.394 --> 00:18:10.915
a patient who just wanted

00:18:10.935 --> 00:18:11.977
to learn a little bit about

00:18:12.136 --> 00:18:12.897
physical therapy.

00:18:13.538 --> 00:18:15.118
And I noticed while I was

00:18:15.138 --> 00:18:16.440
showing her around the clinic,

00:18:16.701 --> 00:18:18.201
she picked up a step stool

00:18:18.342 --> 00:18:19.423
and moved it to the side.

00:18:19.722 --> 00:18:21.324
She wasn't applying for a job.

00:18:21.663 --> 00:18:22.944
She was just asking for

00:18:22.984 --> 00:18:24.967
information about what we do.

00:18:25.446 --> 00:18:26.847
Without me telling her,

00:18:26.887 --> 00:18:28.368
she picked up a step stool,

00:18:28.489 --> 00:18:29.971
moved it to the side, and I said,

00:18:30.611 --> 00:18:31.471
I want to hire you.

00:18:32.031 --> 00:18:33.373
I want you to come work for us.

00:18:33.413 --> 00:18:35.075
Like that was the thing

00:18:35.474 --> 00:18:38.217
because she didn't take verbal cues.

00:18:38.237 --> 00:18:40.098
She identified a potential risk.

00:18:40.138 --> 00:18:41.680
She took care of it without

00:18:41.720 --> 00:18:43.141
being told and she wasn't

00:18:43.161 --> 00:18:44.021
getting paid to do it.

00:18:44.461 --> 00:18:44.823
You know,

00:18:44.863 --> 00:18:45.983
like those are the

00:18:46.023 --> 00:18:47.605
characteristics and the traits.

00:18:48.266 --> 00:18:50.827
Um, when I see somebody, a waitress or, or,

00:18:51.067 --> 00:18:51.248
uh,

00:18:51.448 --> 00:18:54.170
cashier at a retail outlet,

00:18:54.671 --> 00:18:56.071
when I see them do

00:18:56.152 --> 00:18:58.173
something that's beyond

00:18:58.233 --> 00:19:00.496
just ringing people up and

00:19:00.536 --> 00:19:03.178
it's using analytic mindset

00:19:03.218 --> 00:19:06.020
to solve a problem, instantly like, hey,

00:19:06.040 --> 00:19:06.780
do you ever think about

00:19:06.800 --> 00:19:07.801
getting into healthcare or

00:19:07.821 --> 00:19:08.542
doing something?

00:19:08.962 --> 00:19:09.923
Here's my card.

00:19:10.084 --> 00:19:11.184
This is my business.

00:19:11.224 --> 00:19:12.066
We're always looking for

00:19:12.105 --> 00:19:13.086
people like you who

00:19:13.166 --> 00:19:14.508
identify problems and you

00:19:14.548 --> 00:19:16.068
handle them without being

00:19:16.108 --> 00:19:16.970
told to handle them.

00:19:17.589 --> 00:19:19.291
And I try to convey that in

00:19:19.553 --> 00:19:20.993
the job description of

00:19:21.375 --> 00:19:22.276
these are the people that

00:19:22.296 --> 00:19:23.217
have been successful.

00:19:23.317 --> 00:19:24.258
What were you going to say, Jimmy?

00:19:24.738 --> 00:19:26.701
How do you do that on an interview?

00:19:27.721 --> 00:19:29.363
How do you do that how Dave's doing that?

00:19:29.384 --> 00:19:30.345
How do you set that up?

00:19:30.942 --> 00:19:34.103
So for me, it's usually pre-interview.

00:19:34.282 --> 00:19:36.522
This is how, back in the day,

00:19:36.884 --> 00:19:38.763
how I used to identify candidates.

00:19:38.923 --> 00:19:41.605
I wouldn't even waste time half the time.

00:19:42.184 --> 00:19:43.345
I wouldn't waste time

00:19:43.825 --> 00:19:46.266
posting jobs because these

00:19:46.286 --> 00:19:47.566
are going to be people that

00:19:48.086 --> 00:19:48.926
I don't want to go through

00:19:48.946 --> 00:19:49.987
the screening process.

00:19:50.507 --> 00:19:52.067
So just when I'm out to

00:19:52.107 --> 00:19:53.148
dinner with my wife,

00:19:53.328 --> 00:19:54.990
buying something at Office Depot,

00:19:55.049 --> 00:19:56.691
out with my kids,

00:19:56.810 --> 00:19:58.673
I see somebody at the trampoline park,

00:19:59.133 --> 00:20:01.273
that one person who sees

00:20:01.314 --> 00:20:02.875
trash on the floor and picks it up,

00:20:03.155 --> 00:20:04.355
whether they're an employee

00:20:04.496 --> 00:20:05.497
or an attendee,

00:20:05.876 --> 00:20:06.837
that's the person that I

00:20:06.857 --> 00:20:09.299
want to hire for my business.

00:20:09.460 --> 00:20:11.480
And that's where I always

00:20:11.560 --> 00:20:15.064
used to get my best employees.

00:20:15.124 --> 00:20:16.003
So some of the best

00:20:16.044 --> 00:20:16.805
therapists and candidates

00:20:16.825 --> 00:20:18.605
that we've had over the years are

00:20:19.280 --> 00:20:20.402
are ones that do some of

00:20:20.422 --> 00:20:22.023
those things electronically

00:20:22.044 --> 00:20:23.365
or digitally tony and they

00:20:23.384 --> 00:20:24.405
do it like you said kind of

00:20:24.445 --> 00:20:25.386
in the pre-interview like

00:20:25.487 --> 00:20:26.488
before we're speaking

00:20:26.847 --> 00:20:28.209
they'll reach out they'll

00:20:28.249 --> 00:20:29.730
apply but then they'll say

00:20:29.891 --> 00:20:31.813
things like hey I saw

00:20:31.833 --> 00:20:32.633
they'll pull up random

00:20:32.653 --> 00:20:33.773
things from my website you

00:20:33.794 --> 00:20:34.575
know like we have a page on

00:20:34.654 --> 00:20:35.796
the website for like it's

00:20:35.836 --> 00:20:36.717
called second opinion you

00:20:36.737 --> 00:20:37.317
know you know how like

00:20:37.538 --> 00:20:38.719
orthos and physicians have

00:20:38.739 --> 00:20:39.839
like a second opinion you

00:20:39.859 --> 00:20:40.721
know page on their website

00:20:40.740 --> 00:20:42.281
some of them do so we have

00:20:42.301 --> 00:20:43.002
that on our website

00:20:43.660 --> 00:20:44.421
They'll mention that or

00:20:44.441 --> 00:20:46.823
they'll mention certain Google reviews.

00:20:46.843 --> 00:20:48.124
They'll actually look at the

00:20:48.163 --> 00:20:48.864
Google reviews that

00:20:48.943 --> 00:20:49.565
patients have written.

00:20:50.325 --> 00:20:51.546
And they might say, oh,

00:20:51.566 --> 00:20:52.267
this is interesting.

00:20:52.326 --> 00:20:52.727
Or, oh, wow,

00:20:52.747 --> 00:20:53.988
you guys also go to hotel

00:20:54.008 --> 00:20:54.969
rooms in the city for

00:20:55.329 --> 00:20:56.170
tourists and other people

00:20:56.190 --> 00:20:57.010
that are visiting the city.

00:20:57.171 --> 00:20:57.811
That's really cool.

00:20:57.832 --> 00:21:00.153
That's kind of different and interesting.

00:21:00.753 --> 00:21:02.035
Those are the signals, Tony,

00:21:02.055 --> 00:21:03.316
that I was kind of talking about earlier.

00:21:03.596 --> 00:21:05.538
Those are the things that a

00:21:05.597 --> 00:21:07.338
candidate is showing their interest.

00:21:07.358 --> 00:21:08.921
They're showing that they're

00:21:08.961 --> 00:21:11.702
kind of curious, that they're almost...

00:21:12.761 --> 00:21:13.582
they're respectfully,

00:21:13.622 --> 00:21:15.462
they're kind of like trying,

00:21:15.542 --> 00:21:18.584
or they are exuding like, here's what,

00:21:18.644 --> 00:21:19.825
how I'm different like here.

00:21:20.085 --> 00:21:20.664
And maybe,

00:21:20.704 --> 00:21:22.125
maybe they are not even realizing it.

00:21:22.145 --> 00:21:22.925
Like these are the things I

00:21:22.945 --> 00:21:24.286
would want to do, which is like,

00:21:24.826 --> 00:21:26.287
if I'm applying to Tony or, you know,

00:21:26.326 --> 00:21:27.827
to work for PT Pinecast or whatever,

00:21:28.968 --> 00:21:30.429
I want to, I want to mention some,

00:21:30.969 --> 00:21:32.750
you know, some, you know, unique thing.

00:21:32.849 --> 00:21:33.750
I want to stand out.

00:21:33.970 --> 00:21:34.190
Right.

00:21:34.230 --> 00:21:35.550
So candidates should want to stand out.

00:21:35.590 --> 00:21:36.211
And those are the things

00:21:36.230 --> 00:21:37.070
that we see with candidates

00:21:37.090 --> 00:21:37.471
over the years.

00:21:37.810 --> 00:21:39.211
The ones that, that,

00:21:39.673 --> 00:21:41.054
are the best ideal fit for

00:21:41.153 --> 00:21:43.175
us and stay the longest and, you know,

00:21:43.476 --> 00:21:44.757
love our patients and clients.

00:21:44.817 --> 00:21:45.978
And they understand the job

00:21:46.117 --> 00:21:46.999
roles and responsibilities

00:21:47.019 --> 00:21:47.358
and everything.

00:21:47.900 --> 00:21:49.240
They typically will say some

00:21:49.260 --> 00:21:50.001
of those things up front.

00:21:50.082 --> 00:21:51.001
They'll, they'll say, Oh,

00:21:51.202 --> 00:21:52.123
I saw on your LinkedIn,

00:21:52.262 --> 00:21:53.585
what's this field maker group thing.

00:21:53.644 --> 00:21:54.204
And, Oh,

00:21:54.244 --> 00:21:55.205
you guys are looking to acquire

00:21:55.246 --> 00:21:55.685
practices.

00:21:55.705 --> 00:21:56.866
So like, that's kind of interesting.

00:21:57.307 --> 00:21:58.268
And some of the therapists are like,

00:21:58.409 --> 00:21:59.829
you know, like maybe they're like, can I,

00:21:59.950 --> 00:22:00.891
you know, learn more about that?

00:22:00.931 --> 00:22:03.172
Maybe I can, you know, work, uh, you know,

00:22:03.413 --> 00:22:04.453
with concierge pain relief

00:22:04.473 --> 00:22:05.273
and then learn a little bit

00:22:05.314 --> 00:22:06.295
more about the MNA stuff.

00:22:06.935 --> 00:22:08.656
Those are the things that was interesting.

00:22:09.226 --> 00:22:10.987
qualifiers or those areas of

00:22:11.047 --> 00:22:12.446
interest that we see with candidates.

00:22:13.507 --> 00:22:14.067
And I don't really think

00:22:14.086 --> 00:22:16.647
about the laziness versus like,

00:22:16.667 --> 00:22:17.167
like you're saying, like,

00:22:17.208 --> 00:22:18.008
how do you know if an

00:22:18.108 --> 00:22:19.489
employer or candidate is lazy or not?

00:22:20.169 --> 00:22:22.250
I feel like cognitively,

00:22:22.289 --> 00:22:22.849
like they're already

00:22:22.910 --> 00:22:23.809
showing that they're not

00:22:23.849 --> 00:22:24.549
lazy because they're,

00:22:24.650 --> 00:22:25.391
they're pulling out these

00:22:25.570 --> 00:22:26.411
random things on your

00:22:26.431 --> 00:22:27.711
website or Google reviews or whatever.

00:22:28.191 --> 00:22:28.951
And then they're mentioning

00:22:29.011 --> 00:22:30.092
it in the process or

00:22:30.172 --> 00:22:31.172
upfront when they're applying.

00:22:32.373 --> 00:22:33.553
Yeah.

00:22:33.573 --> 00:22:34.873
There are some questions up here.

00:22:34.913 --> 00:22:36.134
If you want to get to them, Jimmy,

00:22:36.993 --> 00:22:37.374
which one?

00:22:38.517 --> 00:22:39.757
David said in terms of

00:22:39.797 --> 00:22:41.417
attracting new therapists

00:22:41.438 --> 00:22:42.337
to join your clinic,

00:22:42.357 --> 00:22:43.137
do you think it's

00:22:43.178 --> 00:22:49.459
attractive to offer paid APTA membership?

00:22:51.338 --> 00:22:54.019
I've never had a candidate ask about it.

00:22:54.400 --> 00:22:55.579
So I don't know how

00:22:55.660 --> 00:22:57.701
important it is to most candidates.

00:22:57.780 --> 00:22:58.641
Although, you know,

00:22:58.861 --> 00:22:59.540
it's not like we're getting

00:22:59.601 --> 00:23:00.280
a ton of candidates

00:23:00.300 --> 00:23:02.480
compared to like Fox rehab or, you know,

00:23:02.520 --> 00:23:05.642
some gigantic clinic or practice, um,

00:23:06.763 --> 00:23:08.586
If candidates ask about it, and again,

00:23:08.625 --> 00:23:11.508
if they're the ideal fit, all that, sure,

00:23:11.567 --> 00:23:12.469
whatever the price is,

00:23:12.788 --> 00:23:14.730
we can add it to the benefits.

00:23:14.790 --> 00:23:17.113
But that's not typically the

00:23:17.452 --> 00:23:20.435
main ask or request for

00:23:20.536 --> 00:23:23.057
candidates on the front end.

00:23:23.117 --> 00:23:24.419
Yeah, usually for me,

00:23:24.599 --> 00:23:25.800
when I'm putting together

00:23:25.820 --> 00:23:27.122
an employment package...

00:23:29.096 --> 00:23:29.996
I basically just say,

00:23:30.056 --> 00:23:31.396
what's the most important thing to you?

00:23:31.616 --> 00:23:32.897
Do you want more time off?

00:23:33.258 --> 00:23:34.637
Do you want benefits?

00:23:34.678 --> 00:23:36.278
Do you want education?

00:23:36.358 --> 00:23:37.880
Like, I don't care.

00:23:38.039 --> 00:23:39.400
I've got a bucket of money

00:23:39.440 --> 00:23:40.441
that I'm going to spend.

00:23:40.901 --> 00:23:42.321
How do you want me to spend it?

00:23:42.902 --> 00:23:43.781
And from that,

00:23:44.061 --> 00:23:45.563
then we can talk about what

00:23:45.603 --> 00:23:47.084
your priorities are,

00:23:47.183 --> 00:23:48.644
what's most important to you.

00:23:49.845 --> 00:23:50.565
And, you know,

00:23:50.684 --> 00:23:52.506
if the absolute raw dollar

00:23:52.546 --> 00:23:54.186
amount is the most important thing,

00:23:54.287 --> 00:23:55.207
we can get there.

00:23:56.221 --> 00:23:57.261
But like anything,

00:23:57.701 --> 00:23:59.323
it's got to be an objective decision.

00:23:59.383 --> 00:23:59.963
It's like, hey,

00:24:00.403 --> 00:24:01.384
I want to make one hundred

00:24:01.404 --> 00:24:02.246
and twenty thousand.

00:24:02.526 --> 00:24:02.806
OK,

00:24:03.445 --> 00:24:04.887
this is what you need to do to make it.

00:24:05.647 --> 00:24:08.029
And, you know, if we can't do it,

00:24:08.089 --> 00:24:08.769
we can't do it.

00:24:08.789 --> 00:24:13.713
It'll work for Dave.

00:24:13.733 --> 00:24:15.194
Was that Tony?

00:24:15.234 --> 00:24:17.676
Was that on Facebook or LinkedIn?

00:24:17.717 --> 00:24:18.376
Where was that question?

00:24:18.397 --> 00:24:19.258
Because I don't see it here

00:24:19.298 --> 00:24:20.538
on the live comments.

00:24:20.659 --> 00:24:21.038
I don't know.

00:24:21.140 --> 00:24:22.380
So I'm looking.

00:24:23.040 --> 00:24:24.321
It's on YouTube.

00:24:25.446 --> 00:24:26.788
David's on YouTube.

00:24:26.828 --> 00:24:28.190
Will Boyd's on YouTube.

00:24:28.230 --> 00:24:29.111
John Mitchell.

00:24:31.653 --> 00:24:33.756
And then I see Steven from LinkedIn.

00:24:35.377 --> 00:24:37.539
And then there's a physiotherapist saying,

00:24:37.800 --> 00:24:38.842
what's the most effective

00:24:38.862 --> 00:24:40.763
way to study biomechanics?

00:24:41.371 --> 00:24:43.251
We'll put the link to my

00:24:43.372 --> 00:24:44.712
Amazon affiliate link for

00:24:44.752 --> 00:24:47.153
the biomechanics book in

00:24:47.413 --> 00:24:50.394
the comments below.

00:24:50.414 --> 00:24:51.075
That's how we study it.

00:24:51.095 --> 00:24:52.476
No, I mean, how do you study biomechanics?

00:24:52.715 --> 00:24:53.896
I don't know.

00:24:53.997 --> 00:24:54.676
What do you learn best?

00:24:54.757 --> 00:24:55.297
Is it a book?

00:24:55.356 --> 00:24:55.917
Is it videos?

00:24:55.958 --> 00:24:56.617
Is it a course?

00:24:56.657 --> 00:24:57.438
Is it in person?

00:24:58.898 --> 00:24:59.900
I would say go to YouTube

00:24:59.940 --> 00:25:01.140
and search in biomechanics.

00:25:01.839 --> 00:25:03.580
That's actually what I was going to say.

00:25:03.661 --> 00:25:05.382
YouTube.

00:25:05.642 --> 00:25:05.781
Yeah.

00:25:05.922 --> 00:25:06.643
You're on YouTube.

00:25:06.663 --> 00:25:07.343
That's the way to do it.

00:25:09.627 --> 00:25:10.868
So did we cover this topic?

00:25:10.929 --> 00:25:11.269
Yeah, maybe.

00:25:12.990 --> 00:25:13.750
Did we cover this?

00:25:13.869 --> 00:25:15.510
Steven's comment right here?

00:25:15.530 --> 00:25:17.731
No, go ahead.

00:25:17.771 --> 00:25:19.153
So Steven Rapacelli, uh,

00:25:19.173 --> 00:25:20.732
down in the Delaware area, Steven, I,

00:25:20.752 --> 00:25:21.473
we've never spoken,

00:25:21.513 --> 00:25:22.513
but I know your name and

00:25:22.554 --> 00:25:23.795
he's got a couple of different clinics.

00:25:23.835 --> 00:25:25.076
And I mentioned him here on

00:25:25.096 --> 00:25:25.756
the show before,

00:25:26.175 --> 00:25:27.096
because he was the one that

00:25:27.156 --> 00:25:28.916
also popped up the separate

00:25:28.957 --> 00:25:30.778
brick and mortar, uh, stretch plex,

00:25:30.817 --> 00:25:31.858
like the stretch places

00:25:31.898 --> 00:25:33.440
that are remember that.

00:25:33.480 --> 00:25:34.440
So, uh,

00:25:34.500 --> 00:25:36.000
he's a fascinating entrepreneur and

00:25:36.020 --> 00:25:36.800
I would love to connect with them.

00:25:37.240 --> 00:25:38.321
So Steven, uh,

00:25:38.952 --> 00:25:39.452
put in quotes,

00:25:39.472 --> 00:25:41.013
how do I know if someone is lazy or not?

00:25:41.034 --> 00:25:42.935
This is great to hear him.

00:25:42.976 --> 00:25:43.576
I guess he's talking about

00:25:43.635 --> 00:25:45.377
me thinking out loud to see

00:25:45.417 --> 00:25:46.417
his thought process.

00:25:47.058 --> 00:25:48.559
And he agrees very difficult

00:25:48.599 --> 00:25:50.961
to assess behavior and character traits.

00:25:51.541 --> 00:25:52.082
Bravo.

00:25:52.522 --> 00:25:53.143
So yeah, I think,

00:25:53.442 --> 00:25:54.203
I think it's really

00:25:54.223 --> 00:25:55.605
challenging to assess this

00:25:55.684 --> 00:25:57.605
also in just minutes on a phone call.

00:25:57.665 --> 00:25:58.987
Like then it's really the

00:25:59.027 --> 00:26:00.769
next step is the zoom video interview,

00:26:00.828 --> 00:26:01.028
right?

00:26:01.088 --> 00:26:01.909
Like we can kind of see

00:26:01.949 --> 00:26:03.450
someone's like body language there,

00:26:03.611 --> 00:26:04.010
you know, are they,

00:26:04.050 --> 00:26:04.931
are they kind of shrunken in?

00:26:04.951 --> 00:26:05.511
Are they, you know,

00:26:05.531 --> 00:26:06.952
taking up space with like their,

00:26:07.478 --> 00:26:08.378
Are they confident with how

00:26:08.398 --> 00:26:09.580
they're communicating and all that?

00:26:10.102 --> 00:26:11.943
But yeah, I think in the first call,

00:26:11.963 --> 00:26:12.724
it's really challenging.

00:26:13.743 --> 00:26:14.865
The other thing that came up

00:26:14.904 --> 00:26:17.747
was this reminds me of the

00:26:17.807 --> 00:26:18.768
first time I ever learned

00:26:18.788 --> 00:26:20.269
about what the golden mile was.

00:26:20.490 --> 00:26:21.750
You guys know what the golden mile is,

00:26:21.810 --> 00:26:22.030
right?

00:26:22.171 --> 00:26:23.451
Like Amazon is very

00:26:23.491 --> 00:26:26.334
efficient at getting you to their website,

00:26:27.095 --> 00:26:28.655
SEO machine monster,

00:26:29.156 --> 00:26:30.538
very efficient at having

00:26:30.597 --> 00:26:32.378
everything very efficient at checkout,

00:26:32.759 --> 00:26:34.060
very efficient at logistics.

00:26:34.080 --> 00:26:35.501
I'm sure there's a robot now

00:26:35.862 --> 00:26:36.843
packaging my order from

00:26:36.883 --> 00:26:38.664
yesterday and getting it over to a cart,

00:26:38.944 --> 00:26:40.266
which it gets it to the right truck.

00:26:40.645 --> 00:26:41.586
which gets it to the right

00:26:41.646 --> 00:26:43.428
sorting facility it's that

00:26:43.508 --> 00:26:44.950
last mile because there's

00:26:44.970 --> 00:26:46.131
an amazon facility like

00:26:46.171 --> 00:26:47.330
three miles up the street

00:26:47.372 --> 00:26:48.653
from me I'm sure it gets

00:26:48.813 --> 00:26:51.115
there but from there it's

00:26:51.134 --> 00:26:52.655
got to go to a hundred or a

00:26:52.715 --> 00:26:53.336
thousand different

00:26:53.375 --> 00:26:54.616
locations in my community

00:26:54.656 --> 00:26:55.958
tomorrow and that's the

00:26:55.998 --> 00:26:57.920
problem so this is where

00:26:58.820 --> 00:27:01.202
dave's ad is like amazon

00:27:01.222 --> 00:27:02.103
it's like dude like you can

00:27:02.123 --> 00:27:03.023
put some dollars behind

00:27:03.064 --> 00:27:03.684
that and you could hit a

00:27:03.744 --> 00:27:04.885
thousand people the right

00:27:04.925 --> 00:27:06.626
people tomorrow but

00:27:06.707 --> 00:27:07.949
But it's that how do you

00:27:08.009 --> 00:27:09.529
sort from a thousand to two

00:27:09.590 --> 00:27:11.333
fifty to one hundred

00:27:11.373 --> 00:27:11.952
fifteen minute

00:27:11.972 --> 00:27:14.936
conversations to six one

00:27:14.977 --> 00:27:17.078
hour Zoom calls to pick the one.

00:27:17.559 --> 00:27:18.842
This is the golden mile problem.

00:27:18.882 --> 00:27:20.222
This is why like recruiting

00:27:20.262 --> 00:27:22.326
and staffing is a major issue.

00:27:22.746 --> 00:27:23.646
You're not looking for people.

00:27:23.666 --> 00:27:24.808
You're looking for the right people.

00:27:25.108 --> 00:27:25.730
And that's hard.

00:27:27.034 --> 00:27:27.835
Yeah, you know,

00:27:27.855 --> 00:27:29.215
I remember when we used to

00:27:29.276 --> 00:27:30.616
post on Indeed for an

00:27:30.676 --> 00:27:32.019
administrative assistant

00:27:32.159 --> 00:27:33.299
and we'd get like three or

00:27:33.339 --> 00:27:34.661
four hundred applicants,

00:27:35.342 --> 00:27:36.482
most of which I don't even

00:27:36.522 --> 00:27:37.763
know if they were genuinely

00:27:37.824 --> 00:27:39.285
applying or if Indeed just

00:27:39.345 --> 00:27:41.287
threw a bunch of resumes our way.

00:27:41.768 --> 00:27:43.249
But it got so overwhelming

00:27:43.269 --> 00:27:44.390
that we would just cancel

00:27:44.410 --> 00:27:47.633
the ad and stop because we

00:27:47.653 --> 00:27:49.494
didn't have the capacity to

00:27:49.555 --> 00:27:52.498
weed it down to, you know, three ideals.

00:27:53.137 --> 00:27:54.778
In regards to the laziness,

00:27:55.240 --> 00:27:56.000
I do think there's a

00:27:56.059 --> 00:27:57.320
subjective element to that.

00:27:57.340 --> 00:27:59.001
It's like, how do you define lazy?

00:27:59.563 --> 00:28:01.124
Somebody else had made a comment.

00:28:01.163 --> 00:28:02.585
Is it lazy or efficient?

00:28:03.826 --> 00:28:04.846
I think it's one of those

00:28:04.865 --> 00:28:07.768
things where you're the business owner,

00:28:07.807 --> 00:28:09.068
you're the hiring manager,

00:28:09.128 --> 00:28:10.589
you're the one that defines it.

00:28:11.171 --> 00:28:12.852
And once you define it,

00:28:12.892 --> 00:28:14.212
then you start to identify

00:28:14.252 --> 00:28:15.773
those characteristics that

00:28:16.153 --> 00:28:17.375
would be a red flag for

00:28:17.414 --> 00:28:18.435
your organizations.

00:28:22.434 --> 00:28:24.556
Dave, were you going to say something?

00:28:24.596 --> 00:28:25.596
I was just going to say really quick.

00:28:25.616 --> 00:28:26.938
I know we've covered it before, but I,

00:28:27.077 --> 00:28:27.518
again,

00:28:27.657 --> 00:28:30.099
we took this similar type of very

00:28:30.140 --> 00:28:33.001
concise couple sentences,

00:28:33.041 --> 00:28:34.742
like basically that digit, that graphic,

00:28:34.782 --> 00:28:36.884
but in messaging form on LinkedIn,

00:28:37.484 --> 00:28:38.005
I pay for,

00:28:38.164 --> 00:28:38.925
I'd mentioned this to Jimmy

00:28:38.945 --> 00:28:40.247
before I pay for sales navigator.

00:28:40.346 --> 00:28:41.428
I previously had used sales

00:28:41.448 --> 00:28:43.229
navigator on LinkedIn to

00:28:43.288 --> 00:28:45.150
find board members for field maker group.

00:28:45.210 --> 00:28:46.851
And so I was using it to find, you know,

00:28:46.951 --> 00:28:48.852
cold contacts that are

00:28:48.872 --> 00:28:49.732
interested in joining the

00:28:50.502 --> 00:28:52.505
uh our you know our efforts

00:28:52.884 --> 00:28:54.526
um now I'm using it for

00:28:54.566 --> 00:28:55.727
therapists so I will

00:28:56.227 --> 00:28:56.847
probably the past couple

00:28:56.867 --> 00:28:57.929
days I sent out maybe

00:28:58.368 --> 00:29:01.371
eighty messages to pts and

00:29:01.471 --> 00:29:02.372
ots in the new york city

00:29:02.432 --> 00:29:04.073
area they have to accept or

00:29:04.113 --> 00:29:05.114
decline it which is kind of

00:29:05.193 --> 00:29:06.755
interesting but linkedin

00:29:06.815 --> 00:29:07.816
ensures that like they'll

00:29:07.855 --> 00:29:08.936
be more likely to see it I

00:29:08.957 --> 00:29:09.636
think they send them an

00:29:09.698 --> 00:29:11.098
extra email or two or

00:29:11.118 --> 00:29:12.420
whatever it prompts the

00:29:12.519 --> 00:29:13.760
person to like hey jump

00:29:13.780 --> 00:29:15.001
back into linkedin and you

00:29:15.021 --> 00:29:15.882
know check out this message

00:29:15.902 --> 00:29:16.643
that this random

00:29:17.210 --> 00:29:19.351
a practice owner sent you or whatever.

00:29:19.451 --> 00:29:21.972
So I got probably close to

00:29:22.053 --> 00:29:23.054
like a eight or nine

00:29:23.114 --> 00:29:24.755
percent response rate from therapists.

00:29:25.515 --> 00:29:26.375
A couple of them were like, hey,

00:29:26.756 --> 00:29:27.396
I'm only interested in

00:29:27.416 --> 00:29:28.837
outpatient practices.

00:29:29.417 --> 00:29:29.718
Fine.

00:29:30.077 --> 00:29:31.358
A couple of them were like, hey, yeah,

00:29:31.479 --> 00:29:32.579
like, thanks for reaching out.

00:29:32.640 --> 00:29:33.259
I'll let you know.

00:29:33.621 --> 00:29:34.641
Because the last question,

00:29:34.780 --> 00:29:36.061
the last sentence is it's

00:29:36.102 --> 00:29:36.843
not asking for you.

00:29:36.883 --> 00:29:37.603
It's asking, hey,

00:29:37.663 --> 00:29:38.523
do you know any colleagues

00:29:38.844 --> 00:29:40.025
that would be interested in

00:29:40.105 --> 00:29:41.246
possibly speaking about this?

00:29:41.286 --> 00:29:43.287
So it's again, we covered it before.

00:29:44.432 --> 00:29:45.454
But I'm already getting some

00:29:45.595 --> 00:29:46.375
more replies from

00:29:46.435 --> 00:29:47.737
therapists that are like interested in,

00:29:47.837 --> 00:29:47.998
you know,

00:29:48.038 --> 00:29:50.601
part-time or PRN or full-time and,

00:29:50.661 --> 00:29:50.840
you know,

00:29:50.861 --> 00:29:51.982
can you send me more information?

00:29:52.002 --> 00:29:52.722
So then it kind of starts

00:29:52.742 --> 00:29:53.443
the whole process,

00:29:53.644 --> 00:29:55.286
send them the FAQ document, all that.

00:29:55.366 --> 00:29:56.307
So again,

00:29:57.048 --> 00:30:00.593
the manual prospecting still works.

00:30:00.633 --> 00:30:01.493
I got a different topic.

00:30:01.554 --> 00:30:02.295
Go ahead.

00:30:03.067 --> 00:30:03.866
No, I was going to say, yeah,

00:30:03.906 --> 00:30:05.087
think about the next topic

00:30:05.127 --> 00:30:06.028
we want to talk about.

00:30:06.228 --> 00:30:07.907
I want to tease Jimmy,

00:30:07.948 --> 00:30:08.969
Dave and I are going to do

00:30:09.009 --> 00:30:10.348
a six pack episode where

00:30:10.368 --> 00:30:11.469
we're going to talk about

00:30:11.970 --> 00:30:13.329
like each one will bring

00:30:13.390 --> 00:30:15.029
two ideas to the table on

00:30:15.470 --> 00:30:17.510
how to make yourself as a

00:30:17.550 --> 00:30:20.352
candidate as valuable as possible,

00:30:20.412 --> 00:30:22.451
like dollars in your pocket valuable,

00:30:22.491 --> 00:30:23.313
because I think there are

00:30:23.333 --> 00:30:24.772
very specific things you

00:30:24.792 --> 00:30:27.894
can do to raise your value more

00:30:28.394 --> 00:30:30.295
your hourly or annual rate

00:30:30.454 --> 00:30:31.934
by thousands of dollars.

00:30:32.295 --> 00:30:33.556
And they're not that complicated.

00:30:33.776 --> 00:30:35.016
And I want to bring it from

00:30:35.036 --> 00:30:36.115
the perspective of new

00:30:36.135 --> 00:30:37.737
grads or DPT students,

00:30:38.416 --> 00:30:40.917
even through more experienced clinicians.

00:30:40.978 --> 00:30:41.958
I think there are a couple

00:30:42.018 --> 00:30:43.117
little things and each of

00:30:43.178 --> 00:30:43.878
us are going to have

00:30:44.058 --> 00:30:45.818
different opinions on what

00:30:45.838 --> 00:30:48.059
you can do to make ten, fifteen,

00:30:48.099 --> 00:30:49.319
twenty thousand dollars a

00:30:49.359 --> 00:30:51.361
year more when you are

00:30:51.401 --> 00:30:52.580
looking for that next job

00:30:52.641 --> 00:30:53.980
or that first job.

00:30:54.020 --> 00:30:54.981
So what else do we want to

00:30:55.021 --> 00:30:55.642
talk about today?

00:30:56.211 --> 00:30:57.053
Here's something I thought I

00:30:57.073 --> 00:30:58.713
wanted your take on from Neil Patel.

00:30:58.773 --> 00:31:00.415
We talk about creating

00:31:00.435 --> 00:31:01.496
content to get attention.

00:31:01.656 --> 00:31:03.317
Dave created an ad, right?

00:31:03.377 --> 00:31:04.118
He's doing this,

00:31:04.159 --> 00:31:04.898
but he also works with

00:31:04.939 --> 00:31:06.540
other people who run ads or

00:31:06.580 --> 00:31:07.461
do different things.

00:31:08.102 --> 00:31:13.006
So we talk about the idea of

00:31:13.046 --> 00:31:13.926
creating content,

00:31:14.507 --> 00:31:17.209
but a lot of times it's just content,

00:31:17.229 --> 00:31:17.809
right?

00:31:17.990 --> 00:31:18.710
Do stuff.

00:31:18.931 --> 00:31:19.431
Which stuff?

00:31:19.651 --> 00:31:20.330
All the stuff.

00:31:20.392 --> 00:31:21.872
Do all the stuff, right?

00:31:21.892 --> 00:31:24.253
So people have a good conversation,

00:31:24.294 --> 00:31:24.854
which is like, well,

00:31:24.874 --> 00:31:27.016
which stuff should I double down on?

00:31:27.476 --> 00:31:28.596
Should I try to convert my

00:31:28.676 --> 00:31:29.977
audience from reading to

00:31:30.017 --> 00:31:31.897
watching or watching to listening?

00:31:32.398 --> 00:31:34.099
Or should I just say they like reading,

00:31:34.140 --> 00:31:35.079
so I'm going to stick with reading?

00:31:35.480 --> 00:31:37.301
So you guys are familiar with Neil Patel.

00:31:38.750 --> 00:31:41.413
So Neil Patel, super smart guy, big in,

00:31:41.693 --> 00:31:44.397
I mean, content, SEO, analytics, blogs.

00:31:44.877 --> 00:31:46.180
He's got a couple of great, really,

00:31:46.200 --> 00:31:47.300
really great resources.

00:31:47.461 --> 00:31:48.942
My favorite is Answer the Public,

00:31:48.962 --> 00:31:50.464
which is like a reverse Google search.

00:31:50.525 --> 00:31:51.787
Just a really great starting

00:31:51.826 --> 00:31:53.169
place for trying to figure

00:31:53.209 --> 00:31:54.410
out your audience, your who.

00:31:55.070 --> 00:31:56.112
He released this graphic,

00:31:56.332 --> 00:31:58.012
and here's why Neil Patel is so smart.

00:31:58.452 --> 00:32:00.013
People are feeding him information.

00:32:00.253 --> 00:32:01.535
They'll happily give him

00:32:01.634 --> 00:32:02.576
their information in

00:32:02.635 --> 00:32:04.817
exchange for resources back.

00:32:05.397 --> 00:32:07.298
And Neil is now paying attention to,

00:32:07.878 --> 00:32:10.201
if Dave is saying, I want this person,

00:32:10.361 --> 00:32:11.701
I'm guessing how old they

00:32:11.781 --> 00:32:13.563
are based on where are they

00:32:13.623 --> 00:32:14.523
maybe in their career.

00:32:15.064 --> 00:32:16.884
This graphic is highlighting

00:32:16.944 --> 00:32:18.185
generational marketing and

00:32:18.226 --> 00:32:19.126
behavior insights,

00:32:19.527 --> 00:32:21.268
how different age groups can

00:32:21.607 --> 00:32:23.130
engage with content and he

00:32:23.190 --> 00:32:24.151
sort of says like I'm going

00:32:24.171 --> 00:32:24.811
to take the different

00:32:24.832 --> 00:32:26.913
generations alpha z y x and

00:32:26.953 --> 00:32:28.215
baby boomers and I'm going

00:32:28.236 --> 00:32:29.557
to rank them in terms of

00:32:29.938 --> 00:32:30.758
how do they like to

00:32:30.818 --> 00:32:31.940
interact with content from

00:32:32.079 --> 00:32:33.801
email to blogs webinars

00:32:33.862 --> 00:32:35.403
videos podcasts or

00:32:35.463 --> 00:32:37.846
text-based posts and he

00:32:37.885 --> 00:32:38.946
sort of does a heat map

00:32:39.894 --> 00:32:41.316
And look what he, I mean, I like, you know,

00:32:41.395 --> 00:32:42.156
I'm not a scientist,

00:32:42.176 --> 00:32:42.958
but I look at the middle of

00:32:42.978 --> 00:32:45.359
this graph and I go, huh, look at that.

00:32:45.759 --> 00:32:46.961
Look at that heat map in the middle,

00:32:47.000 --> 00:32:47.221
right?

00:32:47.501 --> 00:32:48.883
If this were a baseball player,

00:32:49.103 --> 00:32:50.403
do not pitch in the middle,

00:32:50.564 --> 00:32:52.145
but this is that this is

00:32:52.246 --> 00:32:53.386
throw it down the middle, right?

00:32:53.406 --> 00:32:54.086
If you want to hit.

00:32:54.567 --> 00:32:56.249
So for the people listening on the podcast,

00:32:56.670 --> 00:32:57.430
you can find this by

00:32:57.450 --> 00:32:59.311
looking up Neil Patel, NP digital,

00:32:59.711 --> 00:33:02.595
but long form and short form videos.

00:33:02.795 --> 00:33:04.916
And then we'll also say images, right?

00:33:05.257 --> 00:33:07.180
are either a four or sorry,

00:33:07.259 --> 00:33:08.442
are a five or a four out of

00:33:08.461 --> 00:33:10.085
five in terms of how people

00:33:10.244 --> 00:33:11.185
are willing to engage.

00:33:11.326 --> 00:33:12.567
And that goes from Gen Alpha

00:33:13.009 --> 00:33:14.250
born in twenty thirteen to

00:33:14.290 --> 00:33:15.172
twenty twenty four,

00:33:15.553 --> 00:33:17.695
which is who born in twenty twenty four.

00:33:17.715 --> 00:33:19.157
And you're engaging with content already.

00:33:19.258 --> 00:33:19.979
OK, apparently.

00:33:21.401 --> 00:33:22.561
So Gen Alpha all the way to

00:33:22.582 --> 00:33:23.784
the Baby Boomers born back

00:33:23.824 --> 00:33:25.746
in in nineteen forty six.

00:33:26.286 --> 00:33:28.627
So video connects and then

00:33:28.667 --> 00:33:30.931
you sort of get a little bit weaker or,

00:33:31.191 --> 00:33:31.351
you know,

00:33:31.371 --> 00:33:32.511
a little bit less as you sort of

00:33:32.571 --> 00:33:33.953
go away from that middle

00:33:34.314 --> 00:33:36.316
podcast podcast and images

00:33:36.355 --> 00:33:37.916
coming on the fringe on one side,

00:33:38.298 --> 00:33:39.818
webinars, blog posts,

00:33:40.019 --> 00:33:41.141
newsletters going out.

00:33:41.520 --> 00:33:41.740
So.

00:33:43.021 --> 00:33:44.042
I feel like.

00:33:44.993 --> 00:33:45.674
There's a couple different

00:33:45.694 --> 00:33:46.575
ways to approach what kind

00:33:46.595 --> 00:33:48.517
of content you and your business create.

00:33:49.017 --> 00:33:50.198
I always tell people if you

00:33:50.238 --> 00:33:51.018
don't like doing it,

00:33:51.038 --> 00:33:52.278
it's not going to last.

00:33:52.599 --> 00:33:54.080
So either don't do it or

00:33:54.101 --> 00:33:54.800
that's where you have to

00:33:55.060 --> 00:33:56.501
hire someone to do it.

00:33:56.663 --> 00:33:57.563
I know plenty of people who

00:33:57.603 --> 00:33:59.484
are brilliant but are never

00:33:59.505 --> 00:34:00.505
going to turn the camera on

00:34:00.605 --> 00:34:01.786
and talk by themselves.

00:34:02.186 --> 00:34:03.488
So I say don't do it.

00:34:04.048 --> 00:34:05.269
except this data says,

00:34:05.789 --> 00:34:06.932
if you want to talk to those people,

00:34:07.132 --> 00:34:07.952
those are how to do it.

00:34:08.313 --> 00:34:09.074
That's where you hire

00:34:09.114 --> 00:34:10.576
someone to hold your hand.

00:34:11.137 --> 00:34:12.559
And it can be simple as, yeah,

00:34:12.599 --> 00:34:13.400
setting the camera up,

00:34:13.440 --> 00:34:14.280
making the lights are good,

00:34:14.561 --> 00:34:15.543
making sure your microphone

00:34:15.702 --> 00:34:16.583
and audio comes out.

00:34:16.623 --> 00:34:18.306
Well, it's also like,

00:34:18.346 --> 00:34:20.309
sometimes you need the handheld,

00:34:20.329 --> 00:34:22.610
your handhold, your handheld, uh,

00:34:23.186 --> 00:34:24.166
To actually get that done.

00:34:24.666 --> 00:34:26.568
I do this service now on and off.

00:34:26.708 --> 00:34:27.849
I call it batting practice.

00:34:28.769 --> 00:34:29.710
Dave comes to me.

00:34:29.771 --> 00:34:30.771
Dave, maybe we'll just do this.

00:34:30.831 --> 00:34:31.853
Let's just do this between

00:34:31.873 --> 00:34:34.554
you and I. You come to me and you say,

00:34:34.594 --> 00:34:35.635
here are my problems.

00:34:35.896 --> 00:34:37.137
I go away and I come up with

00:34:37.177 --> 00:34:38.557
twenty or thirty questions

00:34:38.577 --> 00:34:40.179
that I think your answers

00:34:40.518 --> 00:34:41.800
will help your audience

00:34:42.320 --> 00:34:43.420
come to the conclusion that

00:34:43.460 --> 00:34:44.461
whatever answer you want

00:34:44.481 --> 00:34:45.282
them to have is you.

00:34:45.902 --> 00:34:48.045
Then I sit down, put you on camera.

00:34:48.565 --> 00:34:49.666
I turn my camera off.

00:34:49.686 --> 00:34:51.086
So it's just the Dave show.

00:34:51.106 --> 00:34:51.807
It's just Dave.

00:34:53.304 --> 00:34:54.606
And you sit there and answer,

00:34:54.806 --> 00:34:55.786
and you give me answer,

00:34:56.327 --> 00:34:57.168
and I ask you the same

00:34:57.208 --> 00:34:58.409
question from seven different,

00:34:58.530 --> 00:34:59.990
if I don't like the answer, great,

00:35:00.050 --> 00:35:01.472
I star it, I come back again.

00:35:01.831 --> 00:35:02.932
But then I'm smart enough to

00:35:02.972 --> 00:35:04.394
pass that video off to an

00:35:04.494 --> 00:35:05.536
editor who's going to make

00:35:05.576 --> 00:35:06.396
that thing pop.

00:35:07.516 --> 00:35:09.478
So this data can say, well,

00:35:09.498 --> 00:35:10.360
I don't like doing video.

00:35:10.380 --> 00:35:11.601
I don't like myself on camera.

00:35:11.621 --> 00:35:13.302
It doesn't say you have to be on camera.

00:35:14.043 --> 00:35:14.742
But also,

00:35:15.083 --> 00:35:16.724
you don't have to do the whole process.

00:35:17.005 --> 00:35:18.827
So that was some interesting

00:35:18.867 --> 00:35:19.947
data and what I thought

00:35:19.987 --> 00:35:20.909
about it from Neil Patel.

00:35:22.509 --> 00:35:22.690
Yeah,

00:35:22.710 --> 00:35:23.954
that was the first thing that popped

00:35:24.014 --> 00:35:24.396
out at me.

00:35:24.496 --> 00:35:26.684
I was like long form, short form, video,

00:35:26.744 --> 00:35:28.210
fives all the way down.

00:35:28.922 --> 00:35:30.382
awesome because that's where

00:35:30.443 --> 00:35:31.784
I feel the most comfortable.

00:35:32.184 --> 00:35:33.284
I'm not a great writer.

00:35:33.485 --> 00:35:35.646
I don't do audio only podcasts.

00:35:36.726 --> 00:35:38.648
So it just happened to work out.

00:35:39.188 --> 00:35:41.030
But if anybody listening right now,

00:35:41.110 --> 00:35:42.851
like I've shared this before, I said,

00:35:42.891 --> 00:35:43.132
look,

00:35:43.652 --> 00:35:45.552
if you're not comfortable talking to

00:35:45.572 --> 00:35:47.815
a blank screen, like Jimmy said,

00:35:47.934 --> 00:35:49.835
figure out ways to make it work.

00:35:50.177 --> 00:35:52.297
Yesterday on my Instagram,

00:35:52.358 --> 00:35:53.818
I'm trying to grow my Instagram,

00:35:53.898 --> 00:35:55.780
tony.meritato.pt.

00:35:55.800 --> 00:35:56.440
Go check it out.

00:35:57.802 --> 00:36:00.384
I recorded myself teaching a

00:36:00.423 --> 00:36:03.547
patient how to do what I want them to do.

00:36:03.626 --> 00:36:04.827
I think the particular one I

00:36:04.847 --> 00:36:05.969
shared yesterday was like a

00:36:06.028 --> 00:36:07.951
sit to stand squat and it

00:36:07.971 --> 00:36:09.231
was using this chair.

00:36:10.652 --> 00:36:11.914
And it was totally different

00:36:11.934 --> 00:36:12.454
because I'm not,

00:36:12.514 --> 00:36:14.135
I don't even know the camera is there.

00:36:14.295 --> 00:36:15.016
I hit record.

00:36:15.097 --> 00:36:15.757
I set it up,

00:36:16.297 --> 00:36:18.259
but I'm not thinking about the camera.

00:36:18.278 --> 00:36:19.179
I'm not thinking about the

00:36:19.280 --> 00:36:20.460
audience behind the camera.

00:36:20.481 --> 00:36:21.101
I'm thinking about the

00:36:21.141 --> 00:36:22.123
patient in front of me.

00:36:22.603 --> 00:36:23.824
And so I'm talking to that

00:36:23.864 --> 00:36:25.224
patient very differently

00:36:25.264 --> 00:36:27.025
than I would talk to that little dot.

00:36:27.445 --> 00:36:29.646
And it just, it changes the dynamics.

00:36:29.686 --> 00:36:30.527
So no matter how

00:36:30.728 --> 00:36:32.509
uncomfortable you think you are,

00:36:33.108 --> 00:36:35.449
talk to a human and record

00:36:35.849 --> 00:36:38.552
yourself doing that.

00:36:38.632 --> 00:36:39.271
It's really hard.

00:36:39.793 --> 00:36:41.653
It's just really simple.

00:36:42.454 --> 00:36:43.235
It's so simple.

00:36:43.355 --> 00:36:44.695
We're doing long form right now.

00:36:44.815 --> 00:36:46.876
And then, you know, you guys chop it up.

00:36:46.896 --> 00:36:47.476
We chop it up.

00:36:47.536 --> 00:36:49.137
Nate, my editor chops it up and

00:36:49.746 --> 00:36:51.367
I haven't been doing a lot

00:36:51.407 --> 00:36:53.887
of YouTube shorts and clips

00:36:53.927 --> 00:36:54.548
and reels and all that,

00:36:54.568 --> 00:36:55.309
but I need to get back to

00:36:55.329 --> 00:36:57.130
doing it or offload it and

00:36:57.210 --> 00:36:57.909
have someone else do it.

00:36:57.969 --> 00:36:59.989
But you make the long form

00:37:00.030 --> 00:37:00.811
content like this,

00:37:01.371 --> 00:37:02.130
there's going to be certain

00:37:02.190 --> 00:37:03.050
nuggets and things that you

00:37:03.092 --> 00:37:03.811
really like and you want to

00:37:03.831 --> 00:37:04.751
get in front of your ideal

00:37:04.791 --> 00:37:06.753
client or customer or your

00:37:07.213 --> 00:37:08.472
certain demographic or whatever.

00:37:09.373 --> 00:37:10.393
And you cut out those pieces

00:37:10.414 --> 00:37:12.074
that now become short form content.

00:37:12.135 --> 00:37:15.615
And that is that five by five, that middle,

00:37:15.655 --> 00:37:17.255
middle area where it's

00:37:17.295 --> 00:37:19.277
still like a really...

00:37:20.023 --> 00:37:25.304
powerful medium for all these demographics,

00:37:25.344 --> 00:37:27.125
all these different age groups.

00:37:28.005 --> 00:37:28.485
So Dave,

00:37:28.646 --> 00:37:30.086
I want you and I in the next day

00:37:30.126 --> 00:37:31.266
or two to do this.

00:37:31.306 --> 00:37:31.606
And again,

00:37:31.646 --> 00:37:33.847
this is going to take you telling me,

00:37:33.947 --> 00:37:34.768
I'm going to write you an email.

00:37:34.788 --> 00:37:35.668
You're going to respond back.

00:37:35.768 --> 00:37:36.949
I'm going to write twenty questions.

00:37:36.969 --> 00:37:37.568
Then we're going to jump on

00:37:37.588 --> 00:37:38.389
the same platform we're

00:37:38.429 --> 00:37:39.130
recording right now.

00:37:39.429 --> 00:37:41.170
We're going to record for, I don't know,

00:37:41.250 --> 00:37:42.371
fifteen, thirty minutes.

00:37:42.391 --> 00:37:43.391
There's no real limit till

00:37:43.411 --> 00:37:45.072
we get to what we feel is good.

00:37:45.431 --> 00:37:46.672
Then we'll chop those up and

00:37:46.711 --> 00:37:47.291
you share them.

00:37:47.331 --> 00:37:48.333
And let's see how it does.

00:37:48.992 --> 00:37:51.134
Because we also had an idea

00:37:51.193 --> 00:37:52.594
of what if we could do this in person?

00:37:52.614 --> 00:37:53.916
Because I really do think people,

00:37:54.735 --> 00:37:55.476
myself included,

00:37:55.836 --> 00:37:58.257
are sort of blocked in terms of, okay,

00:37:58.277 --> 00:37:59.297
I know I have to do that.

00:37:59.338 --> 00:38:00.438
But sometimes you need

00:38:00.458 --> 00:38:01.679
someone to come along and go, knock,

00:38:01.699 --> 00:38:02.199
knock, knock.

00:38:02.320 --> 00:38:03.099
I'm at your house.

00:38:03.621 --> 00:38:04.981
We're going to go clean out your garage.

00:38:05.101 --> 00:38:05.641
It's like you could have

00:38:05.661 --> 00:38:06.442
done it the whole time,

00:38:06.461 --> 00:38:07.222
but you needed someone to

00:38:07.302 --> 00:38:08.643
actually be there with you.

00:38:09.023 --> 00:38:10.684
So the idea is could we do this at CSM,

00:38:10.744 --> 00:38:11.184
right?

00:38:11.445 --> 00:38:13.545
Because me flying to Dave's

00:38:13.585 --> 00:38:15.047
house or me flying to Tony's house,

00:38:15.086 --> 00:38:16.906
like –

00:38:16.086 --> 00:38:17.047
you don't want to have to pay for that.

00:38:17.128 --> 00:38:17.268
Right.

00:38:17.288 --> 00:38:19.349
But if we're all already at CSM,

00:38:19.369 --> 00:38:21.130
if we flew in a day early, so you're like,

00:38:21.170 --> 00:38:22.972
okay, I'm going to pay for the service,

00:38:23.152 --> 00:38:23.753
but I'm going to be able to

00:38:23.793 --> 00:38:24.733
charge you a lower rate.

00:38:24.753 --> 00:38:25.373
Cause I'm going to bring a

00:38:25.414 --> 00:38:26.795
photographer with the gear and the,

00:38:28.697 --> 00:38:29.898
but better than the gear,

00:38:30.097 --> 00:38:31.259
better than the photographer,

00:38:31.338 --> 00:38:33.079
better even than the editor afterwards.

00:38:33.139 --> 00:38:34.101
Cause there's apps for that.

00:38:35.282 --> 00:38:37.262
It's someone actually giving

00:38:37.282 --> 00:38:38.164
you batting practice.

00:38:38.423 --> 00:38:39.925
Dave, you think hitters would get good.

00:38:39.965 --> 00:38:41.126
You're a baseball guy just

00:38:41.166 --> 00:38:42.067
by tossing the ball up to

00:38:42.086 --> 00:38:42.728
yourself and hitting.

00:38:43.731 --> 00:38:44.552
What about a tee?

00:38:44.632 --> 00:38:45.333
Just a tee.

00:38:45.353 --> 00:38:45.813
That's it?

00:38:46.472 --> 00:38:48.134
You got to see live pitching, right?

00:38:48.153 --> 00:38:49.753
So that's sort of the assist,

00:38:49.793 --> 00:38:51.454
which is sometimes you need

00:38:51.594 --> 00:38:53.815
someone to understand where

00:38:53.835 --> 00:38:54.516
you're trying to hit the

00:38:54.556 --> 00:38:55.996
ball or where your problem

00:38:56.077 --> 00:38:58.137
is to pitch the ball in that location.

00:38:58.677 --> 00:38:59.478
So I don't know.

00:38:59.717 --> 00:39:00.737
I think I tossed you guys a

00:39:00.777 --> 00:39:02.059
price on what I would charge someone,

00:39:02.079 --> 00:39:02.778
and I think Tony was

00:39:03.059 --> 00:39:04.119
offended by that price.

00:39:04.159 --> 00:39:05.579
He was like, double it, triple it.

00:39:05.599 --> 00:39:06.721
He's like, it's worth more.

00:39:07.601 --> 00:39:08.961
And it's because I'm a bleeding heart.

00:39:09.021 --> 00:39:10.702
But if people were going to CSM,

00:39:10.782 --> 00:39:11.463
I'd be interested.

00:39:11.603 --> 00:39:12.702
Number one, no one's doing it.

00:39:12.983 --> 00:39:14.143
So why aren't they doing it?

00:39:14.764 --> 00:39:15.804
Is it because we've had this

00:39:15.885 --> 00:39:18.146
idea that no one else has?

00:39:18.246 --> 00:39:19.385
Also, I think people are doing it,

00:39:19.425 --> 00:39:20.306
just not in our profession.

00:39:21.467 --> 00:39:22.547
Or is it not valuable when

00:39:22.568 --> 00:39:25.068
people not pay for it?

00:39:25.128 --> 00:39:25.929
It's definitely valuable.

00:39:26.369 --> 00:39:27.409
I think a lot of folks that

00:39:27.429 --> 00:39:32.931
are like not fully in the media space,

00:39:32.992 --> 00:39:34.413
meaning, and like I would say,

00:39:34.592 --> 00:39:36.873
I kind of am and Tony definitely is like,

00:39:38.222 --> 00:39:39.264
the people that are not in it,

00:39:39.284 --> 00:39:40.143
they don't understand like

00:39:40.164 --> 00:39:41.105
the ROI and how, like how,

00:39:41.985 --> 00:39:43.666
if it's patient facing, like, you know,

00:39:43.847 --> 00:39:45.487
how many new patient evals

00:39:45.568 --> 00:39:46.748
and how many plans of care

00:39:46.789 --> 00:39:47.748
came from this and all that.

00:39:47.789 --> 00:39:49.289
Like, you know, I think, you know,

00:39:49.329 --> 00:39:51.351
if you really want to make more out of it,

00:39:51.992 --> 00:39:52.211
um,

00:39:52.251 --> 00:39:54.112
then that is another way to probably

00:39:54.152 --> 00:39:55.554
charge two, three, whatever X,

00:39:55.634 --> 00:39:57.735
because if you can kind of show, you know,

00:39:57.795 --> 00:39:59.697
Hey, our average place, you know, average,

00:39:59.737 --> 00:40:00.958
you know, like, like for me,

00:40:01.157 --> 00:40:02.619
like if you and I do it, we should,

00:40:02.858 --> 00:40:03.318
we should do it.

00:40:03.338 --> 00:40:04.739
First of all, then we can track it.

00:40:05.099 --> 00:40:05.541
Um, I will,

00:40:06.161 --> 00:40:08.181
be happy to share like how many leads,

00:40:08.463 --> 00:40:09.543
how many patients converted,

00:40:09.762 --> 00:40:10.704
how much they paid,

00:40:11.204 --> 00:40:11.864
all that type of stuff.

00:40:11.905 --> 00:40:12.945
We can even interview if they're,

00:40:13.365 --> 00:40:14.025
if they approve of it,

00:40:14.126 --> 00:40:15.007
I can then interview and

00:40:15.206 --> 00:40:16.268
like speak to the patients,

00:40:16.427 --> 00:40:18.168
get that on video and be like, Hey,

00:40:18.208 --> 00:40:18.608
here's a,

00:40:18.688 --> 00:40:20.489
here's a patient that came

00:40:20.610 --> 00:40:21.670
through this video

00:40:21.990 --> 00:40:23.652
interview platform through

00:40:23.731 --> 00:40:25.132
PT Pinecast and Jimmy McKay.

00:40:25.554 --> 00:40:26.414
And here's why,

00:40:26.554 --> 00:40:27.574
here's what resonated with them.

00:40:27.635 --> 00:40:27.715
And,

00:40:28.074 --> 00:40:29.016
Here's why they started with us.

00:40:29.036 --> 00:40:31.416
And it all came from a video through Jim.

00:40:31.436 --> 00:40:32.396
I didn't think about this,

00:40:32.436 --> 00:40:33.858
but that's one level deeper

00:40:33.938 --> 00:40:35.239
is that we always say like, hey, listen,

00:40:35.278 --> 00:40:36.219
putting your clinicians on

00:40:36.259 --> 00:40:37.039
camera is good.

00:40:37.360 --> 00:40:38.039
You know what's better?

00:40:38.380 --> 00:40:39.840
Putting the audience on camera.

00:40:40.061 --> 00:40:41.242
But now you're forced to

00:40:41.282 --> 00:40:42.402
sort of be the media person.

00:40:42.422 --> 00:40:43.523
You're like, I don't know how to do that.

00:40:44.103 --> 00:40:45.643
So another follow on service

00:40:45.664 --> 00:40:47.105
could be the same process,

00:40:47.144 --> 00:40:48.166
but instead of a clinician

00:40:48.206 --> 00:40:49.447
doing it via Zoom or in

00:40:49.507 --> 00:40:50.266
person is different.

00:40:51.192 --> 00:40:52.952
The patient, now we're going to ask, okay,

00:40:53.193 --> 00:40:54.353
what was your experience like?

00:40:54.393 --> 00:40:55.034
Those sort of things.

00:40:55.134 --> 00:40:56.074
A lot of times patients, too,

00:40:56.094 --> 00:40:56.755
it's a little awkward.

00:40:56.976 --> 00:40:57.735
It looks like a hostage

00:40:57.795 --> 00:40:58.956
negotiation situation.

00:40:59.856 --> 00:41:00.878
How was your experience here

00:41:00.898 --> 00:41:01.958
with me as your physical therapist?

00:41:01.978 --> 00:41:04.219
Of course you're going to, it was great.

00:41:04.300 --> 00:41:05.121
I loved it, right?

00:41:05.300 --> 00:41:07.961
But now it's this third

00:41:08.003 --> 00:41:09.123
party who's actually the

00:41:09.202 --> 00:41:10.244
one asking the questions.

00:41:10.664 --> 00:41:11.625
It's a different situation.

00:41:12.880 --> 00:41:13.501
Now, Jimmy,

00:41:13.561 --> 00:41:14.702
I know you've done this

00:41:14.961 --> 00:41:16.503
synchronous and async.

00:41:17.342 --> 00:41:19.724
I love the idea of asynchronous.

00:41:19.804 --> 00:41:21.324
I've done this before also,

00:41:21.764 --> 00:41:23.626
where basically you've got

00:41:23.706 --> 00:41:26.987
somebody remote, a therapist,

00:41:27.027 --> 00:41:27.728
and you're like, look,

00:41:27.807 --> 00:41:30.268
I'm gonna record me asking the camera,

00:41:30.309 --> 00:41:30.989
ten questions.

00:41:31.610 --> 00:41:33.050
And then that therapist at

00:41:33.150 --> 00:41:35.432
some time in the next week or two,

00:41:35.893 --> 00:41:37.054
they're going to play that

00:41:37.094 --> 00:41:39.114
video and then record their

00:41:39.295 --> 00:41:40.755
answer to you as if you

00:41:40.775 --> 00:41:42.637
were there asking them live.

00:41:43.117 --> 00:41:44.739
But then the next layer to that,

00:41:44.778 --> 00:41:45.960
if you had the time and the money,

00:41:46.501 --> 00:41:47.701
is you would take their

00:41:47.760 --> 00:41:48.762
responses and you would

00:41:48.842 --> 00:41:50.503
re-ask your questions

00:41:50.923 --> 00:41:52.644
because their responses are

00:41:52.684 --> 00:41:53.985
going to always be just a

00:41:54.025 --> 00:41:55.146
little bit off to what your

00:41:55.387 --> 00:41:56.708
questions were in the beginning.

00:41:56.748 --> 00:41:58.409
And so you can re-ask the question.

00:41:58.789 --> 00:42:00.130
to better match and engage

00:42:00.170 --> 00:42:01.349
with their responses.

00:42:01.731 --> 00:42:03.351
And when you mix it all together,

00:42:03.391 --> 00:42:05.472
you have amazing content.

00:42:05.873 --> 00:42:07.572
And to talk about the value,

00:42:07.833 --> 00:42:09.974
to talk about not understanding the value,

00:42:11.034 --> 00:42:12.096
I think it's just like patients.

00:42:12.135 --> 00:42:13.215
Patients come into the clinic,

00:42:13.235 --> 00:42:13.496
they're like,

00:42:13.657 --> 00:42:15.277
why do I have to strengthen this muscle?

00:42:15.297 --> 00:42:16.838
Why do I have to improve my cardio?

00:42:16.918 --> 00:42:18.458
Why do I have to do these things?

00:42:19.079 --> 00:42:20.340
They don't understand the

00:42:20.420 --> 00:42:23.460
value of that until they do it.

00:42:23.902 --> 00:42:25.643
And then all of a sudden they start seeing,

00:42:25.782 --> 00:42:26.563
oh, well, wait a minute,

00:42:26.583 --> 00:42:28.344
it's way easier to get out of a chair

00:42:28.784 --> 00:42:29.545
If I have a little more

00:42:29.585 --> 00:42:30.565
strength and a little more

00:42:30.626 --> 00:42:31.907
endurance and better balance.

00:42:31.927 --> 00:42:32.487
All right.

00:42:32.527 --> 00:42:33.969
So we just got to get people doing it.

00:42:34.369 --> 00:42:35.690
So you're my I mean,

00:42:35.750 --> 00:42:36.751
you might be two people who

00:42:36.791 --> 00:42:37.692
are a little too savvy,

00:42:37.711 --> 00:42:38.393
but pretend that you

00:42:38.413 --> 00:42:39.693
weren't going to create your own content.

00:42:40.213 --> 00:42:41.454
Let me go through my pitches.

00:42:41.715 --> 00:42:41.976
OK,

00:42:42.215 --> 00:42:44.137
so the idea is if you're already going

00:42:44.177 --> 00:42:45.478
to CSM and I'm picking CSM

00:42:45.498 --> 00:42:46.900
because I'm already going right.

00:42:47.260 --> 00:42:47.521
I don't.

00:42:48.161 --> 00:42:49.521
So we're looking at an hour

00:42:50.103 --> 00:42:50.963
or ninety minutes.

00:42:51.003 --> 00:42:51.744
Like I'm not going to ask

00:42:51.764 --> 00:42:53.005
someone to give up more than that.

00:42:53.905 --> 00:42:54.666
I'm going to bring someone

00:42:54.706 --> 00:42:55.327
who knows how to use the

00:42:55.347 --> 00:42:56.648
camera so I don't miss.

00:42:57.050 --> 00:42:57.469
Also,

00:42:57.530 --> 00:43:00.153
so I can focus on this and not this

00:43:00.313 --> 00:43:01.695
and thinking about those things, right?

00:43:01.755 --> 00:43:02.757
I'm focused on the person.

00:43:03.056 --> 00:43:04.297
That person is capturing it.

00:43:04.659 --> 00:43:05.800
I'd like that person to walk

00:43:05.840 --> 00:43:08.443
away with a bunch of deliverables.

00:43:08.643 --> 00:43:09.724
I have the bunch of

00:43:09.764 --> 00:43:11.146
deliverables in my head.

00:43:11.987 --> 00:43:13.329
I don't want to focus on a number.

00:43:14.228 --> 00:43:15.030
But here's what I'm thinking.

00:43:15.050 --> 00:43:16.371
We'll focus on type, right?

00:43:16.610 --> 00:43:18.032
And here's how I got to my type.

00:43:18.891 --> 00:43:20.514
Ta-da, using data, right?

00:43:20.793 --> 00:43:22.034
So obviously I'm gonna do a

00:43:22.114 --> 00:43:23.576
long form like sort of like

00:43:23.715 --> 00:43:24.956
origin story interview.

00:43:25.157 --> 00:43:26.557
So I'm gonna tell me your story,

00:43:26.737 --> 00:43:27.918
ask them four or five questions,

00:43:27.978 --> 00:43:28.619
prompting them.

00:43:29.360 --> 00:43:29.960
In the end,

00:43:30.141 --> 00:43:31.802
they'll get that video of them

00:43:31.862 --> 00:43:32.943
talking from multiple

00:43:33.043 --> 00:43:34.503
angles with me edited out.

00:43:34.983 --> 00:43:36.204
That's a great YouTube video

00:43:36.224 --> 00:43:37.967
that you can put as your intro video.

00:43:38.266 --> 00:43:40.367
Boom, you've got your business card that's,

00:43:41.088 --> 00:43:43.351
you know, two to five minutes depending.

00:43:44.384 --> 00:43:45.826
We'll also do a quick

00:43:45.927 --> 00:43:48.250
batting practice session, a session,

00:43:48.349 --> 00:43:49.851
twenty questions or something.

00:43:49.891 --> 00:43:51.635
So you walk away with twenty

00:43:51.675 --> 00:43:54.119
short form videos going out

00:43:54.159 --> 00:43:55.119
from short form video.

00:43:55.219 --> 00:43:57.103
Man, images are still strong.

00:43:57.163 --> 00:43:58.925
Look, fours and fives across the board.

00:44:00.106 --> 00:44:01.268
I'll bring in a photographer

00:44:01.447 --> 00:44:02.349
and that photographer is

00:44:02.409 --> 00:44:03.630
now going to pose you in

00:44:03.690 --> 00:44:05.070
pictures and make you look great.

00:44:05.690 --> 00:44:08.092
Even with a bajillion megapixel cameras,

00:44:08.432 --> 00:44:12.014
photographers are still a job, right?

00:44:12.054 --> 00:44:13.295
Because just because you

00:44:13.315 --> 00:44:14.396
have a power tool doesn't

00:44:14.416 --> 00:44:15.376
mean you can build a house.

00:44:15.697 --> 00:44:17.077
So I want you to show up in

00:44:17.097 --> 00:44:18.378
an outfit or two and do

00:44:18.418 --> 00:44:20.960
some photo sessions both inside and out.

00:44:21.800 --> 00:44:23.103
I want B roll too,

00:44:23.382 --> 00:44:24.324
because I want you to have

00:44:24.403 --> 00:44:25.865
tools to walk away.

00:44:26.186 --> 00:44:27.007
And what does that mean?

00:44:27.306 --> 00:44:29.188
I want you walking along the street.

00:44:29.309 --> 00:44:30.351
I want you, maybe we'll,

00:44:30.451 --> 00:44:31.771
maybe we'll get a mock

00:44:31.791 --> 00:44:32.873
patient or we can have you

00:44:32.913 --> 00:44:33.914
working with someone else.

00:44:34.701 --> 00:44:35.621
I want to just give you a

00:44:35.681 --> 00:44:37.302
bunch of B-roll that can

00:44:37.362 --> 00:44:37.961
have that person.

00:44:38.021 --> 00:44:39.681
Hey, maybe we'll do like PT school.

00:44:40.342 --> 00:44:41.322
The person you're treating

00:44:41.382 --> 00:44:42.983
is the person next to my calendar,

00:44:43.003 --> 00:44:44.003
and then you have to be

00:44:44.023 --> 00:44:46.003
that person's B-roll person.

00:44:46.403 --> 00:44:48.003
But I'm looking at this saying,

00:44:48.204 --> 00:44:49.403
what are those things?

00:44:49.483 --> 00:44:51.565
Look, to the far right, text-based posts,

00:44:51.585 --> 00:44:52.985
I'm not going to help you with text.

00:44:53.105 --> 00:44:54.846
You got chat GPT for that.

00:44:55.186 --> 00:44:55.985
You can figure that out.

00:44:56.365 --> 00:44:57.126
Far to the left,

00:44:57.266 --> 00:44:58.849
email newsletters and blog posts.

00:44:59.068 --> 00:44:59.750
I'm not doing that.

00:44:59.829 --> 00:45:00.891
That's not really what I'm here for.

00:45:00.971 --> 00:45:02.351
Webinars, we can do at a later date.

00:45:02.592 --> 00:45:03.893
I'm focused on long form,

00:45:03.934 --> 00:45:04.994
short form images.

00:45:05.534 --> 00:45:07.536
And then a mock podcast to

00:45:07.597 --> 00:45:08.719
stay to that middle right.

00:45:09.179 --> 00:45:11.181
So that's what the package looks like.

00:45:11.641 --> 00:45:13.023
I'll do as much as I can get

00:45:13.202 --> 00:45:14.403
and as much as you want.

00:45:14.483 --> 00:45:15.425
You can tell me which one

00:45:15.445 --> 00:45:16.146
you want more of.

00:45:16.405 --> 00:45:17.586
You got ninety minutes.

00:45:17.807 --> 00:45:19.108
What do you want?

00:45:19.148 --> 00:45:19.869
So that's my pitch.

00:45:21.494 --> 00:45:21.634
Hey,

00:45:21.715 --> 00:45:23.996
so this is a little feedback from my

00:45:24.036 --> 00:45:25.237
buddy here in South Jersey,

00:45:26.317 --> 00:45:27.038
Sam Kellicates.

00:45:27.498 --> 00:45:29.418
He said he had a patient do this for him.

00:45:29.699 --> 00:45:30.420
They're a videographer.

00:45:30.440 --> 00:45:32.740
They swapped and bartered services.

00:45:32.960 --> 00:45:34.961
And she did the exact same thing.

00:45:35.443 --> 00:45:37.264
And she asked Sam, Dr. Sam,

00:45:37.344 --> 00:45:40.005
questions about what he does and why.

00:45:40.445 --> 00:45:41.286
And he said it was great.

00:45:41.525 --> 00:45:43.367
And he said,

00:45:43.407 --> 00:45:44.927
I had someone to talk to

00:45:44.967 --> 00:45:45.588
instead of the camera.

00:45:45.608 --> 00:45:45.748
Yeah.

00:45:45.829 --> 00:45:47.570
So I think this, you're right, Jimmy,

00:45:47.590 --> 00:45:49.391
this does solve a challenge, which is

00:45:50.443 --> 00:45:52.005
I think because us three

00:45:52.045 --> 00:45:53.264
have had so many reps,

00:45:53.445 --> 00:45:54.806
we could just do this.

00:45:54.987 --> 00:45:55.947
Tony talks into the camera

00:45:55.967 --> 00:45:58.208
and does the equipment reviews,

00:45:58.289 --> 00:46:00.650
the different product reviews,

00:46:00.871 --> 00:46:04.032
and you can't just start there.

00:46:05.393 --> 00:46:06.275
It's almost really awkward

00:46:06.315 --> 00:46:08.496
for most people to start there.

00:46:08.556 --> 00:46:10.217
So to have a service where

00:46:10.297 --> 00:46:12.579
you can ask them and kind

00:46:12.599 --> 00:46:13.099
of interview them,

00:46:13.530 --> 00:46:13.849
And really,

00:46:13.871 --> 00:46:16.153
it's like one thing that they have to do,

00:46:16.474 --> 00:46:16.653
right?

00:46:16.673 --> 00:46:17.315
The long form.

00:46:17.576 --> 00:46:18.096
You chop it up.

00:46:18.175 --> 00:46:19.538
That becomes the short form.

00:46:19.898 --> 00:46:22.601
Then a couple poses for pictures.

00:46:22.641 --> 00:46:23.764
If you're talking about pictures,

00:46:23.804 --> 00:46:24.324
that's easy.

00:46:24.684 --> 00:46:25.045
So really,

00:46:25.065 --> 00:46:26.648
it's just one challenging thing.

00:46:27.068 --> 00:46:28.210
It's answering questions,

00:46:28.250 --> 00:46:29.672
which then now becomes not

00:46:29.692 --> 00:46:30.193
so challenging.

00:46:30.532 --> 00:46:31.193
And here's the thing.

00:46:31.612 --> 00:46:32.313
People always say,

00:46:32.333 --> 00:46:33.134
you're going to ask me questions.

00:46:33.173 --> 00:46:34.333
What, what questions, what questions?

00:46:34.353 --> 00:46:34.494
Yeah.

00:46:34.653 --> 00:46:35.534
What questions are you going to ask me?

00:46:35.574 --> 00:46:35.934
What questions?

00:46:35.954 --> 00:46:37.554
Yeah, no, just, just, just the chat,

00:46:37.574 --> 00:46:38.516
just the conversation, right?

00:46:38.576 --> 00:46:39.036
Even better.

00:46:39.275 --> 00:46:40.096
Here's what I tell people

00:46:40.115 --> 00:46:41.155
when they're going to come on my podcast.

00:46:41.195 --> 00:46:42.197
They always say yes.

00:46:42.496 --> 00:46:48.278
And then, and then I give away my secrets.

00:46:48.739 --> 00:46:50.518
I have a form that guests fill out.

00:46:50.858 --> 00:46:52.159
It's not because I'm lazy.

00:46:52.519 --> 00:46:53.360
It's because I want to make

00:46:53.380 --> 00:46:54.920
sure I'm on target, right?

00:46:54.960 --> 00:46:56.320
So the form essentially asks

00:46:56.360 --> 00:46:57.561
you the same damn question,

00:46:59.621 --> 00:47:01.001
What do you want to talk about?

00:47:01.322 --> 00:47:02.182
What are you smart about

00:47:02.222 --> 00:47:03.483
that you think other people should know,

00:47:03.702 --> 00:47:03.922
right?

00:47:04.724 --> 00:47:06.063
You filling out that form

00:47:06.264 --> 00:47:07.844
before we come to CSM to do this,

00:47:08.344 --> 00:47:09.625
you're putting the balls,

00:47:09.664 --> 00:47:10.385
you're putting the bucket,

00:47:10.405 --> 00:47:12.226
the balls in my batting practice bucket.

00:47:12.465 --> 00:47:13.965
The questions that come out of my hand,

00:47:14.246 --> 00:47:14.967
I'm out of my mouth.

00:47:15.347 --> 00:47:15.887
You wrote them.

00:47:15.967 --> 00:47:16.686
You just didn't know it.

00:47:16.786 --> 00:47:17.788
I'm not asking you to write them.

00:47:18.148 --> 00:47:19.427
I'm asking you to word vomit.

00:47:19.447 --> 00:47:20.989
It's the same as a subjective exam.

00:47:21.429 --> 00:47:22.188
What's the problem?

00:47:22.208 --> 00:47:23.268
What do you think the issue is?

00:47:23.329 --> 00:47:24.030
When does it hurt?

00:47:24.050 --> 00:47:24.809
When does it not hurt?

00:47:25.150 --> 00:47:26.090
You're writing the treatment

00:47:26.130 --> 00:47:26.869
plan as a patient.

00:47:26.929 --> 00:47:27.831
You just don't know it.

00:47:28.110 --> 00:47:28.610
I'm the filter.

00:47:31.054 --> 00:47:31.554
So that's my idea.

00:47:31.835 --> 00:47:32.956
So number one,

00:47:33.757 --> 00:47:34.836
you're not going to hurt my feelings,

00:47:34.916 --> 00:47:35.838
especially on Dave's birthday.

00:47:36.378 --> 00:47:37.679
Is this something I should try to do?

00:47:37.739 --> 00:47:37.938
Is it?

00:47:37.958 --> 00:47:38.438
Cause I got to put,

00:47:38.838 --> 00:47:39.940
even though Scott is saying

00:47:39.960 --> 00:47:41.420
this is low effort, high impact,

00:47:41.440 --> 00:47:42.760
there's some effort, which I'm okay with.

00:47:42.800 --> 00:47:42.961
Right.

00:47:42.981 --> 00:47:43.621
I had to organize.

00:47:44.001 --> 00:47:44.943
I'm thinking about doing it

00:47:44.963 --> 00:47:45.663
in a cool setup.

00:47:45.682 --> 00:47:47.023
Like maybe I rent an Airbnb

00:47:47.043 --> 00:47:48.385
the day before we do it.

00:47:48.425 --> 00:47:50.246
Like, like get somewhere dope,

00:47:50.266 --> 00:47:51.326
like background, right.

00:47:51.646 --> 00:47:53.286
Some good space, good vibes.

00:47:53.347 --> 00:47:53.666
Right.

00:47:53.746 --> 00:47:57.028
Like, uh, uh, so it is low effort,

00:47:57.048 --> 00:47:58.010
but high impact, uh,

00:47:58.590 --> 00:47:59.690
Do you think I should add

00:47:59.769 --> 00:48:00.690
anything to the package?

00:48:00.710 --> 00:48:01.891
Is there anything missing or

00:48:01.911 --> 00:48:03.132
is there anything in there

00:48:03.172 --> 00:48:04.192
that doesn't need to be?

00:48:06.373 --> 00:48:08.472
I would say the package is way too big.

00:48:09.574 --> 00:48:09.833
You know,

00:48:09.893 --> 00:48:12.655
I'm always you're always pushing

00:48:12.675 --> 00:48:14.215
further and I'm always pulling back.

00:48:15.436 --> 00:48:16.115
That's what she said.

00:48:16.215 --> 00:48:17.697
Keep going.

00:48:17.737 --> 00:48:18.416
That's what she said.

00:48:21.670 --> 00:48:22.831
You got me last time with

00:48:22.851 --> 00:48:24.771
the Scranton thing.

00:48:25.012 --> 00:48:25.211
Yes.

00:48:25.731 --> 00:48:26.492
No, that's awesome.

00:48:26.532 --> 00:48:27.813
Yeah, like a hundred percent.

00:48:27.873 --> 00:48:28.913
Every time I've offered to

00:48:28.932 --> 00:48:30.074
do paid interviews,

00:48:31.034 --> 00:48:32.094
every time I've offered to

00:48:32.114 --> 00:48:33.034
do paid interviews,

00:48:33.195 --> 00:48:34.655
I always get people who want it.

00:48:34.715 --> 00:48:36.177
It's always a great experience.

00:48:36.916 --> 00:48:38.918
Either I'm frozen or you guys are frozen.

00:48:39.438 --> 00:48:40.259
You're a little stuttery.

00:48:40.298 --> 00:48:40.998
Dave, what do you think?

00:48:41.099 --> 00:48:42.019
Is there anything in there

00:48:42.039 --> 00:48:42.679
that shouldn't be?

00:48:42.980 --> 00:48:43.619
Should I make this?

00:48:43.699 --> 00:48:48.663
Is my package too big?

00:48:48.722 --> 00:48:50.422
Package is never too big.

00:48:52.351 --> 00:48:53.070
didn't see what's on my

00:48:53.110 --> 00:48:55.032
bingo card for thursday but

00:48:55.431 --> 00:48:56.612
so is there too much I

00:48:56.632 --> 00:48:57.811
would rather over serve the

00:48:57.851 --> 00:49:00.052
first idea if if it were

00:49:00.092 --> 00:49:00.992
going to be this whole

00:49:01.012 --> 00:49:01.992
thing of like hey here's

00:49:02.012 --> 00:49:02.932
the approach and we're

00:49:02.952 --> 00:49:04.172
going to do like the long

00:49:04.193 --> 00:49:05.353
form and you're going to

00:49:05.373 --> 00:49:06.193
have cameras and all that

00:49:06.514 --> 00:49:07.873
and if it's a csm maybe it

00:49:07.893 --> 00:49:08.813
makes it easier for some I

00:49:08.873 --> 00:49:10.675
think it's probably more

00:49:10.715 --> 00:49:13.094
like a a bigger dollar

00:49:13.114 --> 00:49:15.115
amount for bigger practices

00:49:15.175 --> 00:49:15.996
this is not something for

00:49:16.016 --> 00:49:17.076
like a solo practice owner

00:49:18.637 --> 00:49:19.619
Yeah, I agree.

00:49:19.659 --> 00:49:21.119
And this goes back to Chris

00:49:21.139 --> 00:49:23.382
Doe from the Future podcast.

00:49:23.802 --> 00:49:25.423
Are you selling a logo to

00:49:25.483 --> 00:49:27.186
Nike or are you selling a

00:49:27.246 --> 00:49:28.586
logo to the mom and pop

00:49:28.626 --> 00:49:29.807
pizza shop down the road?

00:49:30.449 --> 00:49:32.150
Because if you want to

00:49:32.190 --> 00:49:34.693
deliver that to a mobile

00:49:34.713 --> 00:49:36.494
therapist who's just getting started,

00:49:36.554 --> 00:49:37.414
who has no money,

00:49:38.076 --> 00:49:40.137
they're not going to put money behind it.

00:49:40.157 --> 00:49:41.818
They're not going to pay to push it out.

00:49:41.838 --> 00:49:43.260
They're not going to do anything with it.

00:49:43.280 --> 00:49:43.940
They're going to have

00:49:44.371 --> 00:49:46.114
a brick of gold that they're using,

00:49:46.153 --> 00:49:47.576
you know, to keep a door open.

00:49:48.577 --> 00:49:50.679
This is something for the ATIs,

00:49:50.719 --> 00:49:52.342
the athleticos, the jacks,

00:49:52.382 --> 00:49:53.764
like the bigger practices

00:49:53.804 --> 00:49:56.027
that are going to leverage

00:49:56.047 --> 00:49:57.188
the content you're creating.

00:49:57.898 --> 00:49:57.998
Now,

00:49:58.018 --> 00:49:59.338
do I have a problem with those people

00:49:59.378 --> 00:50:00.458
already having media teams?

00:50:00.599 --> 00:50:01.980
Ironically, they do have media teams,

00:50:02.039 --> 00:50:03.400
but they don't do things like this.

00:50:03.681 --> 00:50:04.240
They do this.

00:50:04.340 --> 00:50:06.402
I mean, not to knock these large practices,

00:50:06.621 --> 00:50:08.083
but they play it so safe

00:50:08.382 --> 00:50:09.623
that their stuff is mayonnaise,

00:50:09.684 --> 00:50:10.423
not hot sauce.

00:50:10.443 --> 00:50:11.384
I don't know if I'm going to

00:50:11.403 --> 00:50:12.704
give you sriracha,

00:50:12.965 --> 00:50:13.465
but I want to give you

00:50:13.505 --> 00:50:15.085
something spicier than mayonnaise here,

00:50:15.126 --> 00:50:15.887
like something that

00:50:16.146 --> 00:50:19.208
actually hits on these things.

00:50:19.307 --> 00:50:19.467
Like,

00:50:19.568 --> 00:50:20.628
I don't think these things are

00:50:20.668 --> 00:50:21.588
leveraged enough.

00:50:21.708 --> 00:50:22.590
I think when they get to a

00:50:22.630 --> 00:50:23.951
marketing team and I'll

00:50:23.971 --> 00:50:24.831
defend the marketing team.

00:50:25.291 --> 00:50:26.413
is they're told to do stuff.

00:50:26.452 --> 00:50:27.394
They probably pitch edgy

00:50:27.474 --> 00:50:29.036
ideas or some grit to it.

00:50:29.458 --> 00:50:30.278
And then things just get

00:50:30.358 --> 00:50:31.360
watered down because you

00:50:31.380 --> 00:50:32.101
have to pay attention to

00:50:32.121 --> 00:50:33.003
things like stock price.

00:50:35.835 --> 00:50:37.016
So this would be where I

00:50:37.036 --> 00:50:38.518
think you look at a group

00:50:38.577 --> 00:50:41.721
like the rehab CEOs, Joey and Robbie.

00:50:42.280 --> 00:50:43.262
They have a group of

00:50:43.302 --> 00:50:44.742
practice owners that are in

00:50:44.782 --> 00:50:46.324
that like in between.

00:50:46.344 --> 00:50:47.224
They're growing.

00:50:47.625 --> 00:50:48.786
They're aggressive.

00:50:48.865 --> 00:50:50.186
Like they want to succeed.

00:50:50.226 --> 00:50:51.547
They will put money into

00:50:51.588 --> 00:50:52.588
things that they know is

00:50:52.608 --> 00:50:53.650
going to provide value.

00:50:54.050 --> 00:50:54.911
They're not too big and

00:50:54.931 --> 00:50:55.751
they're not too small.

00:50:56.012 --> 00:50:57.853
They're the sweet spot for

00:50:57.913 --> 00:50:58.693
something like this.

00:50:58.713 --> 00:50:59.275
Okay.

00:50:59.375 --> 00:50:59.755
Yeah.

00:51:00.657 --> 00:51:00.836
All right.

00:51:00.856 --> 00:51:01.878
We got ten minutes left.

00:51:02.940 --> 00:51:03.179
All right.

00:51:03.280 --> 00:51:04.121
We have a couple minutes.

00:51:04.201 --> 00:51:04.521
What else?

00:51:04.922 --> 00:51:06.503
You said something.

00:51:06.563 --> 00:51:09.648
Shoot.

00:51:09.748 --> 00:51:10.869
You said something that I

00:51:10.909 --> 00:51:12.271
wanted to double down on,

00:51:12.331 --> 00:51:13.472
but I forgot it already.

00:51:13.492 --> 00:51:14.353
Was it the package?

00:51:14.393 --> 00:51:15.675
You guys pick the final topic.

00:51:15.695 --> 00:51:18.958
Okay.

00:51:19.414 --> 00:51:20.114
So really quick,

00:51:20.175 --> 00:51:22.036
Steven Dunn down in Louisiana,

00:51:22.615 --> 00:51:23.235
he commented,

00:51:23.795 --> 00:51:25.697
the last Indeed ad he ran to

00:51:25.717 --> 00:51:27.237
hire a PT got him zero

00:51:27.257 --> 00:51:28.358
leads over three weeks.

00:51:29.038 --> 00:51:29.998
He said, I was shocked.

00:51:30.338 --> 00:51:31.358
I'm ready to start looking

00:51:31.398 --> 00:51:32.478
again and appreciate the tips.

00:51:32.539 --> 00:51:33.458
Y'all have a great day.

00:51:33.478 --> 00:51:35.500
Steven, thank you for tuning in live,

00:51:35.559 --> 00:51:36.320
commenting live.

00:51:36.940 --> 00:51:38.059
And Steven, all you have to do,

00:51:38.820 --> 00:51:40.300
you or a virtual assistant

00:51:40.320 --> 00:51:41.721
or an admin or whoever at your team,

00:51:42.961 --> 00:51:44.161
you create a little thing like I did.

00:51:44.202 --> 00:51:45.282
We just, at the top of the show,

00:51:45.342 --> 00:51:46.382
just go back to, you know,

00:51:46.402 --> 00:51:47.322
you want to create some

00:51:48.371 --> 00:51:49.931
Some offer that has the

00:51:50.112 --> 00:51:51.092
certain keywords or the

00:51:51.132 --> 00:51:52.012
components that will catch

00:51:52.032 --> 00:51:53.173
attention like that does.

00:51:54.295 --> 00:51:56.195
You message, oh, I don't know,

00:51:56.275 --> 00:51:58.257
like dozens or hundreds of

00:51:58.478 --> 00:52:00.278
therapists in the Louisiana area.

00:52:00.838 --> 00:52:01.719
You can go on LinkedIn.

00:52:01.739 --> 00:52:03.681
By the way,

00:52:03.701 --> 00:52:04.981
what I've done is I go on LinkedIn.

00:52:05.681 --> 00:52:10.025
I click on Fox Rehab or Luna PT.

00:52:10.545 --> 00:52:11.686
And then I click on New York

00:52:11.726 --> 00:52:12.766
City Metro and it gives me

00:52:12.927 --> 00:52:13.967
a list of people that are

00:52:14.067 --> 00:52:15.088
already doing home visits

00:52:15.108 --> 00:52:15.648
in New York City.

00:52:16.387 --> 00:52:17.588
I messaged them first

00:52:17.668 --> 00:52:19.588
because they're already doing home visits,

00:52:19.869 --> 00:52:20.009
right?

00:52:20.048 --> 00:52:21.210
So like they're halfway there.

00:52:21.230 --> 00:52:22.190
And I'm like, hey,

00:52:22.230 --> 00:52:23.690
you could like do the same thing.

00:52:24.550 --> 00:52:25.311
We're going to train you up.

00:52:25.331 --> 00:52:26.030
We're going to support you.

00:52:26.070 --> 00:52:26.972
We're going to coach you and all that.

00:52:26.992 --> 00:52:28.572
But like you could make more

00:52:28.672 --> 00:52:29.793
doing the exact same thing.

00:52:30.293 --> 00:52:32.353
Less patients per day, less notes per day,

00:52:32.773 --> 00:52:33.153
all that.

00:52:34.373 --> 00:52:36.135
But message the Louisiana

00:52:36.375 --> 00:52:38.856
therapist in the area your offer.

00:52:40.157 --> 00:52:41.039
We went over this before,

00:52:41.059 --> 00:52:42.099
if you want me to go over it again,

00:52:43.019 --> 00:52:44.661
but ask them like, Hey,

00:52:44.721 --> 00:52:45.681
are there any colleagues or

00:52:45.721 --> 00:52:47.481
friends that we should

00:52:47.523 --> 00:52:48.483
speak with about this?

00:52:48.623 --> 00:52:49.182
You know, with a quick,

00:52:49.284 --> 00:52:50.264
with a question mark at the end.

00:52:50.284 --> 00:52:50.965
So you're not even asking

00:52:51.005 --> 00:52:52.565
that person do that for

00:52:52.625 --> 00:52:54.387
dozens or dozens and dozens,

00:52:54.427 --> 00:52:55.867
maybe a hundred therapists in the area.

00:52:56.407 --> 00:52:56.947
And you're going to get a

00:52:56.987 --> 00:52:58.248
few that respond and they're like, Hey,

00:52:58.268 --> 00:52:58.748
I'm interested.

00:52:58.789 --> 00:53:00.250
And like, they had no idea, Steven,

00:53:00.269 --> 00:53:01.550
that the practice, you know,

00:53:01.710 --> 00:53:03.052
was nearby or was looking

00:53:03.072 --> 00:53:03.592
for a therapist.

00:53:04.817 --> 00:53:05.916
What's unique about his

00:53:05.956 --> 00:53:07.657
situation is the Pilates

00:53:07.717 --> 00:53:09.737
and the gyro technique,

00:53:09.777 --> 00:53:10.539
I think it's called.

00:53:11.478 --> 00:53:12.858
He has such a specialty

00:53:12.898 --> 00:53:14.260
niche with the other things

00:53:14.280 --> 00:53:15.219
that he's doing.

00:53:16.619 --> 00:53:17.940
I'm honestly surprised that

00:53:17.960 --> 00:53:19.320
he's still looking for a therapist.

00:53:19.581 --> 00:53:20.541
I thought he would have been

00:53:20.740 --> 00:53:21.842
outside of PT.

00:53:21.882 --> 00:53:22.702
He would have been done with

00:53:22.742 --> 00:53:24.961
hiring PTs because he has

00:53:25.041 --> 00:53:27.163
such a big business outside of that.

00:53:31.652 --> 00:53:32.574
Dead air.

00:53:32.594 --> 00:53:33.954
What's on your mind, Jimmy?

00:53:34.173 --> 00:53:34.695
What else we got?

00:53:36.295 --> 00:53:37.956
I do have another call in five minutes,

00:53:37.996 --> 00:53:39.016
so I might jump off.

00:53:39.317 --> 00:53:40.217
Let's wrap it up here.

00:53:40.398 --> 00:53:41.338
Let's do parting shots.

00:53:41.358 --> 00:53:44.739
What are you guys thinking?

00:53:44.760 --> 00:53:45.159
I'll start.

00:53:45.440 --> 00:53:46.161
Parting shots.

00:53:46.320 --> 00:53:48.402
I still don't think I

00:53:48.521 --> 00:53:50.123
understand Tony's question about,

00:53:50.222 --> 00:53:53.125
is it a lazy PT or therapist or not?

00:53:53.985 --> 00:53:55.626
Maybe it's an evolving thing, but really,

00:53:55.706 --> 00:53:56.266
at the end of the day,

00:53:56.306 --> 00:53:57.567
it comes back to signaling

00:53:57.626 --> 00:53:58.527
and all the touch points

00:53:58.568 --> 00:54:00.449
and everything in the whole process.

00:54:02.202 --> 00:54:02.824
Um, through that,

00:54:02.903 --> 00:54:04.045
you kind of get like an

00:54:04.126 --> 00:54:06.891
idea of the candidate and again,

00:54:06.951 --> 00:54:07.431
they're on their best

00:54:07.452 --> 00:54:08.313
behavior in the very

00:54:08.333 --> 00:54:09.175
beginning of the process.

00:54:09.195 --> 00:54:11.639
So as you get more reps,

00:54:11.659 --> 00:54:12.420
you're going to get better

00:54:12.440 --> 00:54:13.461
and better at identifying

00:54:13.541 --> 00:54:14.603
your ideal candidate.

00:54:15.788 --> 00:54:16.208
Yeah,

00:54:16.268 --> 00:54:17.528
I think the biggest thing we hit

00:54:17.568 --> 00:54:19.130
today was just getting the

00:54:19.190 --> 00:54:20.992
information out there to so

00:54:21.052 --> 00:54:23.693
clearly convey the culture

00:54:23.793 --> 00:54:25.054
and the mission of your

00:54:25.094 --> 00:54:27.755
business that the quote

00:54:27.795 --> 00:54:29.036
lazy person doesn't even

00:54:29.077 --> 00:54:30.577
bother to apply because

00:54:30.597 --> 00:54:31.659
they know that this isn't

00:54:31.699 --> 00:54:33.360
where they need to be.

00:54:33.880 --> 00:54:36.682
Don't make it so attractive, so appealing,

00:54:36.762 --> 00:54:38.523
so we're going to do

00:54:38.563 --> 00:54:39.585
everything for you and pay

00:54:39.605 --> 00:54:40.525
you a million dollars a

00:54:40.585 --> 00:54:42.106
year and you see one patient an hour.

00:54:43.067 --> 00:54:45.708
Just like I like Jimmy's approach.

00:54:45.809 --> 00:54:47.391
You're like, look, this job sucks.

00:54:47.670 --> 00:54:48.871
There's a restaurant in

00:54:49.092 --> 00:54:50.813
Sarasota that had a sign

00:54:50.853 --> 00:54:52.655
that said we serve warm

00:54:52.695 --> 00:54:54.615
beer and cold food and they

00:54:54.635 --> 00:54:56.257
were full every single day.

00:54:56.277 --> 00:54:57.739
You know, that would be my approach.

00:54:58.278 --> 00:54:59.119
Dick's Last Resort.

00:54:59.139 --> 00:55:00.420
You guys been to Dick's Last Resort?

00:55:00.440 --> 00:55:00.942
It's a chain.

00:55:02.195 --> 00:55:04.097
Oh, it's the whole premise is like the,

00:55:04.217 --> 00:55:05.798
the servers are just like kind of,

00:55:05.878 --> 00:55:08.400
you know, they just talk about dude,

00:55:08.420 --> 00:55:09.621
but here, I mean, funny, funny,

00:55:09.661 --> 00:55:10.202
quick stories.

00:55:10.242 --> 00:55:11.422
Like my dad and a group of

00:55:11.503 --> 00:55:12.463
New York city firemen went

00:55:12.503 --> 00:55:14.565
in there like on like a golf trip,

00:55:14.925 --> 00:55:16.246
but like, like, like, like, like, like,

00:55:16.266 --> 00:55:16.867
like, like, like, like,

00:55:17.807 --> 00:55:18.608
And so they're in South

00:55:18.628 --> 00:55:20.009
Carolina getting told by

00:55:20.068 --> 00:55:21.909
some waitress that, you know,

00:55:21.989 --> 00:55:23.030
stick it up your whatever.

00:55:23.130 --> 00:55:24.090
And these guys were losing it.

00:55:24.110 --> 00:55:25.452
They had to like be held like, hold on.

00:55:25.472 --> 00:55:26.132
It's part of the shtick.

00:55:26.152 --> 00:55:26.851
It's part of the shtick.

00:55:27.211 --> 00:55:28.512
So, you know, yes,

00:55:28.672 --> 00:55:30.974
people you're looking for jagged edges.

00:55:31.614 --> 00:55:32.155
Look, Dave,

00:55:32.195 --> 00:55:35.096
people can find a regular job anywhere.

00:55:35.255 --> 00:55:36.295
As Gary Vee would say,

00:55:36.396 --> 00:55:39.038
you can find just a crappy job anywhere.

00:55:39.998 --> 00:55:41.898
You're looking for the one

00:55:41.938 --> 00:55:43.119
person for the golden mile

00:55:43.179 --> 00:55:44.480
who wants to do that.

00:55:44.500 --> 00:55:44.920
All right,

00:55:44.940 --> 00:55:46.021
I'm going to flesh this idea out.

00:55:46.081 --> 00:55:46.260
Dave,

00:55:46.280 --> 00:55:47.161
you let me know when you want to do

00:55:47.201 --> 00:55:47.902
some batting practice.

00:55:47.942 --> 00:55:48.282
Before that,

00:55:48.302 --> 00:55:49.362
I'm going to fire you off an email,

00:55:49.621 --> 00:55:50.242
and you're going to write

00:55:50.262 --> 00:55:51.402
my questions for me.

00:55:51.543 --> 00:55:52.304
That's the trick,

00:55:52.623 --> 00:55:54.425
is I'm the laziest interviewer ever.

00:55:54.684 --> 00:55:56.626
The guest tells me what to ask next.

00:55:57.025 --> 00:55:58.786
We'll see you guys again on Tuesday.

00:55:58.827 --> 00:56:00.947
Dave, again, happy birthday.

00:56:01.027 --> 00:56:02.148
Happy birthday.

00:56:02.168 --> 00:56:02.768
Do something great.

00:56:02.788 --> 00:56:03.108
Thank you.

00:56:03.509 --> 00:56:03.849
Thank you.