Marketing Doesn’t Work — Unless You Do THIS!

WEBVTT

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You're listening to the P.T.

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Pinecast,

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where smart people in healthcare come to

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make noise.

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Here's your host, Jimmy McKay.

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You're listening to the P.T.

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Pinecast,

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where smart people in healthcare come to

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make noise.

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Here's your host, Jimmy McKay.

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I am the host, Drew McKay,

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and I had it on loop.

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So I played the intro twice,

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but that's twice as good, Andrea.

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We know in marketing, once is awesome.

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Two times, twice is awesome.

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And you were making sure everyone was

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awake.

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It's Monday morning.

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Yeah.

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I'm going to do the live reads first.

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We have sponsors, Andrea.

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This episode is brought to you by Get

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the Message Out.

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That's my company.

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I'm sponsoring my own show.

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Very meta.

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Helping healthcare providers craft

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unforgettable stories that actually

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connect because marketing isn't just about

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more content.

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It's about content that matters.

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We'll get a live read for you.

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We'll do that eventually.

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Maybe we'll workshop it.

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Also want to thank Brooks Institute of

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Higher Learning, building strong,

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adaptive leaders in physical therapy with

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mentorship, real-world training,

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and business skills that make an impact

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from day one.

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They've got residencies and fellowships

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down there in Jacksonville, Florida.

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Brooksihl.org.

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That's Brooksihl.org.

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One more time,

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because three times is when you're

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supposed to read the website in an ad.

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That's when people stick.

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Brooksihl.org.

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Andrea, welcome to your show.

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We're going to do a show together.

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Awesome.

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Thank you so much for having me.

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We have to give a good intro.

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Now, we call this in radio,

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this is the re-rack.

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This is the context,

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because someone's been watching for a

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minute and they've heard me screw up the

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intro twice and read sponsors.

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Not a whole lot of value there yet.

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But today,

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the co-host has scaled urgent cares across

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the Northeast,

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built marketing systems from stealth to

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series A,

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and rebuilt the HSA sales story at

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Fidelity.

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She doesn't believe in random acts of

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marketing.

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Good.

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She believes strategy that compounds.

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I like that.

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We'll figure out what that means.

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Today,

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we're talking about the difference between

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what you see in your sales process and

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what your customers actually experience.

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Spoiler,

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they're probably not the same thing.

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It's a gap most clinic owners,

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and I would venture to say if we

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zoomed out, business owners,

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don't even realize that they have.

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Marketing strategist and growth operator,

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welcome to the show, Andrea Tager Chaney.

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Do you hyphenate in real life?

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I don't legally.

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My last name is Chaney,

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but I've kept the professional maiden name

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for a while now.

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And the reason I ask, I'm like,

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as I was writing the intro,

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I was like,

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I've known her for two years.

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I'm like,

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I don't know what last name to use.

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My legal last name is Chaney.

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Okay.

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So how was the intro?

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Was it accurate?

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Did I leave anything major out?

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No, it was great.

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Please like follow me around and tell

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people that that is my intro.

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Thank you so much.

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All right.

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So you posted recently,

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and I've literally commented on LinkedIn.

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You should follow Andrea on LinkedIn for a

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lot of these things we're going to talk

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about,

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about founders mistaking their sales

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process for customer journey.

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And we'll define terms in your own words

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first.

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But why does that disconnect matter so

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much in healthcare marketing?

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So let's start with what is a sales

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process?

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It doesn't have to be official funk and

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waggon.

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Yeah.

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Doesn't need to be the dictionary

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definition.

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No one has encyclopedias anymore.

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What is a sales process for the amateur?

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And what is a customer journey for the

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amateur?

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Then we'll get into why they matter.

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Definitely.

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So on the healthcare side,

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I've been on B to B,

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I've been on B to C, we'll talk,

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we will sort of talk generally speaking.

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So sales process is internal process,

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your customers or prospects never know

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what your sales,

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they shouldn't know what your sales

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process is.

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And that's internally what you are doing

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to, you know,

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sort of from the point of marketing,

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excuse me,

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is doing their thing to get some attention

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to maybe to get some leads in the

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door.

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And then sales process goes, you know,

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what do we do from here?

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And I think internally,

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we sort of talk about the sales process

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and the marketing process as a funnel.

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I do not talk about it as a

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funnel because people operate in a funnel.

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So, you know,

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if you hear like the classic marketer or

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the salesperson, like top of funnel,

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middle funnel, bottom of funnel,

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we can talk about that internally.

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All we want to sort of identify the

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type of content we're sharing,

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when we're sharing it,

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where we're sharing it.

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But that is an internal process.

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And I think sometimes what happens is

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people get caught up with that process and

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apply it externally.

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A customer journey.

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is completely external.

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And so what you're doing with a customer

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journey,

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whether it's B to C B to B

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and Jimmy, you know, this, um,

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is you are getting into the mind and

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understanding the behavior of your

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customers or your prospective customers.

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So, um,

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What are their needs?

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What are their pain points?

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How are they living their lives?

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Where are they?

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You know,

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it feels like a million years ago,

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HubSpot came up with this concept of

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inbound marketing.

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And you probably saw this recently on

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LinkedIn is I was all in on inbound

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marketing because it's human marketing.

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It's essentially meeting people where they

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are, right?

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And like getting in front of them when

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they need you.

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So you are...

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needing to understand where people are,

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what their problem is and what they need.

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And then you're, you're solving for that.

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So your sales process goes, oh,

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they have a need and let's give them

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this piece of content and then let's call

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them this many times.

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And then let's do this prescriptive thing.

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Humans are very messy that, you know,

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it's sort of marketing is behavior, right?

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It's psychology.

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And so that's what we're thinking about

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when we think about the customer journey.

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All right,

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so now that we know what sales process

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and customer journey are, internal,

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external, what you want,

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they don't care because they're doing,

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I always say like on calls,

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most of our phone calls should be

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podcasts.

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That's when I was like,

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we need to have at least an episode.

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I always say humans are human-y.

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And every time you think that your message

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exists in a site,

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like I read people's everythings.

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I talk a lot,

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but I read a lot as I think

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a lot of good marketers do.

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And you read,

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I read a lot of things and say,

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dude,

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you wrote that thinking that the person

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would be sat down in a room like

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they have at a police station where it's

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just a mirror and one table.

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And then we will now show you our

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message.

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And that ain't how anybody,

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that's how your CEO absorbs your new

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commercial rollout.

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No one else is doing that.

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So why does that disconnect matter so

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much?

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We'll stay in sort of our world in

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healthcare marketing.

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Why does that disconnect happen?

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Why does it matter so much?

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And then we'll get to what the hell

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we do about it.

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Well, it happens, I think,

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because internally,

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we are in this little vacuum, right?

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Internally, we're going,

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we have our product.

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Let's figure out how to get in front

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of people who need our product, right?

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And so we design these very beautiful

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strategies.

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And these are, like I said,

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our sales process.

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And we're going,

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when someone first realizes they have a

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problem, what content should we give them?

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And I'm not saying that's wrong.

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What I'm saying is not everyone follows

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this perfect flow, right?

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And at the same time,

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so I've worked in healthcare organizations

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where the sales cycle is two years.

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And so you are essentially nurturing or

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courting someone for two years and not all

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organizations are created equally.

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So within those two years,

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you're not treating everyone the same.

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And maybe it's six months for some.

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on the b to c side if we're

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talking about pt i've been in retail

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health you know i've been in b to

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c organizations um it may be immediately i

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i know i have a need i need

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to go find a solution it may be

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my doctor tells me i have a problem

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and then i'm like

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where do i turn and maybe i'm asking

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friends maybe i'm posting on facebook

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maybe i'm in my next door app like

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asking my neighbors right so my journey

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may look very different so i think you

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know to answer your question around like

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why does this happen i think internally

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we're very much thinking about our product

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and how to push it out there and

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i think externally people we're not on

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people's radar right like brand awareness

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is very important and this is why it's

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important but we don't know exactly when

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someone is going to need us we don't

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know the trigger like humans are behaving

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as humans sort of as you said humans

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are

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That's a better term.

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We can put humans or human-y on a

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t-shirt and sell it at a marketing

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convention.

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You are right.

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Human behavior does not directly parallel

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our sales process.

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It's not very t-shirt friendly.

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That's why you're the wow, right?

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Theoretical name for the show is Wow and

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How.

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If there were a Venn diagram...

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Andrea and I are both probably marketers,

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right?

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And I think sixty percent of what we

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would do if given the same problem would

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be similar.

00:08:23.869 --> 00:08:25.389
Probably not the same, but similar.

00:08:25.829 --> 00:08:27.130
And then forty percent will be different.

00:08:27.732 --> 00:08:28.833
I think that's a good thing.

00:08:29.333 --> 00:08:31.295
I think if you hire ten contractors to

00:08:31.355 --> 00:08:32.195
redo your bathroom,

00:08:32.475 --> 00:08:34.756
you will get sixty percent of run the

00:08:34.817 --> 00:08:36.097
pipes, do the electrical,

00:08:36.177 --> 00:08:36.859
do it in this order.

00:08:36.879 --> 00:08:38.240
But then you would also get vision,

00:08:38.279 --> 00:08:38.921
vision, vision.

00:08:39.380 --> 00:08:41.682
I'm probably a little more off the wall.

00:08:41.982 --> 00:08:43.344
If you've listened to this podcast,

00:08:43.803 --> 00:08:45.063
I'm like, I've always said,

00:08:45.283 --> 00:08:46.705
I work really well with how people,

00:08:47.065 --> 00:08:48.085
Andrea is a how person,

00:08:48.225 --> 00:08:49.765
like she's going to have vision and

00:08:49.785 --> 00:08:50.405
creativity,

00:08:50.746 --> 00:08:52.067
but then she's going to look like, Jimmy,

00:08:52.106 --> 00:08:52.486
I need you to,

00:08:52.506 --> 00:08:54.028
I need you to sit it down,

00:08:54.467 --> 00:08:56.249
explain how we do half of the stuff

00:08:56.269 --> 00:08:57.769
that you just said to which Jimmy would

00:08:57.828 --> 00:08:58.168
reply.

00:08:58.450 --> 00:08:59.370
I don't remember half the stuff.

00:08:59.389 --> 00:08:59.750
I don't remember.

00:08:59.889 --> 00:09:01.370
So we're at the end of the show.

00:09:01.490 --> 00:09:02.451
I'm glad we're recording it,

00:09:02.831 --> 00:09:04.152
but I think that's what people need to

00:09:04.211 --> 00:09:06.092
understand is marketing is super simple.

00:09:06.113 --> 00:09:06.832
It's just not easy.

00:09:07.671 --> 00:09:08.653
Yes, exactly.

00:09:08.692 --> 00:09:09.875
Super simple, just not easy.

00:09:09.914 --> 00:09:10.917
And I think, you know,

00:09:11.077 --> 00:09:12.519
and we'll get to this as sort of

00:09:12.561 --> 00:09:14.384
the ideal is marrying, right,

00:09:14.423 --> 00:09:15.767
like your internal process with your

00:09:15.826 --> 00:09:16.687
external process.

00:09:16.707 --> 00:09:18.351
And there are some ways to do that.

00:09:18.942 --> 00:09:20.023
How do you explain,

00:09:20.043 --> 00:09:21.024
because you just brought up,

00:09:21.384 --> 00:09:23.667
in my opinion, a disconnect.

00:09:24.067 --> 00:09:25.128
You said, I think,

00:09:25.548 --> 00:09:27.210
because I'm good at a hundred miles an

00:09:27.230 --> 00:09:27.350
hour.

00:09:27.630 --> 00:09:28.912
You said from B to B,

00:09:28.951 --> 00:09:30.693
you might be courting another business.

00:09:30.913 --> 00:09:32.475
So let's say you sell software as a

00:09:32.535 --> 00:09:33.716
service.

00:09:33.756 --> 00:09:35.398
This would be an easy play, an EMR.

00:09:35.818 --> 00:09:37.760
Let's say you sell an EMR and you

00:09:37.780 --> 00:09:38.682
want clinics.

00:09:38.942 --> 00:09:40.624
So that is business to business.

00:09:41.163 --> 00:09:42.884
You just said, was I right?

00:09:43.166 --> 00:09:44.527
That you might be having to court that

00:09:45.086 --> 00:09:46.827
organization you're trying to sell to for

00:09:46.868 --> 00:09:47.509
two years.

00:09:47.808 --> 00:09:49.630
But Andrea, how can that be right?

00:09:49.910 --> 00:09:52.773
Because a lot of sales cycles or sales

00:09:52.812 --> 00:09:55.894
quotas are ninety days.

00:09:56.054 --> 00:09:56.936
I'm not a mathematician,

00:09:56.975 --> 00:09:58.537
but ninety days and two years,

00:09:58.957 --> 00:10:00.538
those numbers feel vastly different.

00:10:01.138 --> 00:10:03.019
Let's also look at marketing leadership

00:10:03.038 --> 00:10:05.360
turnover being a year or eighteen months.

00:10:06.120 --> 00:10:06.480
You know,

00:10:06.580 --> 00:10:09.020
the numbers add up or they don't,

00:10:09.081 --> 00:10:09.402
I guess.

00:10:10.741 --> 00:10:11.783
So, no, that's just it.

00:10:11.962 --> 00:10:14.624
I've sold into health plans, carriers.

00:10:14.663 --> 00:10:16.664
I've sold into large self-insured

00:10:16.725 --> 00:10:17.325
employers.

00:10:17.365 --> 00:10:19.206
I've sold into health systems, you know,

00:10:19.245 --> 00:10:19.706
hospitals.

00:10:20.985 --> 00:10:22.126
It's a long process.

00:10:22.287 --> 00:10:23.207
process, right?

00:10:23.467 --> 00:10:23.969
And you're right.

00:10:23.989 --> 00:10:27.172
So sales quotas are shorter.

00:10:28.033 --> 00:10:29.274
How did you do this quarter?

00:10:29.533 --> 00:10:30.794
How are our numbers this quarter?

00:10:30.855 --> 00:10:32.476
And I think- You might have done great.

00:10:33.446 --> 00:10:34.907
You're on the third date,

00:10:35.027 --> 00:10:36.106
and we know what happens on the third

00:10:36.126 --> 00:10:38.028
date.

00:10:38.168 --> 00:10:41.448
Knowing that an average organization might

00:10:41.769 --> 00:10:43.610
take two years to make decisions before

00:10:43.649 --> 00:10:44.450
the stars align,

00:10:45.230 --> 00:10:47.490
it feels like there's a disconnect in

00:10:47.510 --> 00:10:49.292
communications sometimes.

00:10:49.692 --> 00:10:50.712
I don't like to point fingers,

00:10:50.773 --> 00:10:53.714
but I do like to point fingers.

00:10:53.774 --> 00:10:54.754
Somebody has to own this,

00:10:54.793 --> 00:10:55.695
or a bunch of us have to own

00:10:55.715 --> 00:10:55.894
this,

00:10:56.315 --> 00:10:58.535
because you can't eat the food that you

00:10:58.576 --> 00:10:58.936
planted

00:10:59.735 --> 00:11:02.498
Yesterday or two months ago or ninety days

00:11:02.538 --> 00:11:02.778
ago,

00:11:02.817 --> 00:11:04.719
if it's a if it's a quarterly quota

00:11:05.078 --> 00:11:05.938
that math don't math.

00:11:05.958 --> 00:11:08.240
But why are we so resistant to

00:11:08.341 --> 00:11:09.081
understanding that?

00:11:09.846 --> 00:11:11.789
We're so resistant because two years feels

00:11:11.809 --> 00:11:13.230
like a long time, and it is.

00:11:13.431 --> 00:11:15.033
I think the organizations that I've worked

00:11:15.072 --> 00:11:15.214
with,

00:11:15.254 --> 00:11:17.456
the smart organizations that get it right,

00:11:17.937 --> 00:11:20.620
are looking at what we have done from

00:11:20.700 --> 00:11:22.863
two years to close, right?

00:11:23.143 --> 00:11:25.426
And we can look at quarterly quotas,

00:11:25.466 --> 00:11:27.067
but we're looking at that based on what

00:11:27.087 --> 00:11:29.571
we did eighteen months or two years ago.

00:11:30.171 --> 00:11:31.772
And so what I look at when I'm

00:11:31.792 --> 00:11:33.333
working with organizations that have a two

00:11:33.374 --> 00:11:34.294
year sales cycle,

00:11:34.754 --> 00:11:36.615
I'm looking at engagement.

00:11:36.956 --> 00:11:37.277
Right.

00:11:37.476 --> 00:11:39.438
We have lag and lead indicators.

00:11:39.458 --> 00:11:39.938
And I you know,

00:11:39.958 --> 00:11:41.620
we get into all these terms and marketing

00:11:41.660 --> 00:11:43.081
and some are good and some are.

00:11:43.542 --> 00:11:46.004
But we're looking at are these prospects

00:11:46.063 --> 00:11:47.085
engaging now?

00:11:47.205 --> 00:11:47.745
Do we you know,

00:11:47.785 --> 00:11:49.027
can we consider them a lead?

00:11:49.407 --> 00:11:49.547
Right.

00:11:49.567 --> 00:11:49.847
We're not.

00:11:50.307 --> 00:11:51.688
If the sales cycle is two years,

00:11:51.749 --> 00:11:53.530
we can't consider we can't even assume

00:11:53.571 --> 00:11:54.932
that they're going to be closed in any.

00:11:55.131 --> 00:11:55.312
You know,

00:11:55.332 --> 00:11:57.654
so I think the smart organizations are

00:11:57.674 --> 00:11:59.035
looking at the right metrics and are

00:11:59.056 --> 00:12:00.356
looking at the right actions.

00:12:00.798 --> 00:12:02.298
And we shouldn't be holding people to

00:12:02.438 --> 00:12:05.442
quarterly quotas for leads that just

00:12:05.522 --> 00:12:06.942
entered the pipeline a short time ago.

00:12:06.962 --> 00:12:07.102
God,

00:12:07.683 --> 00:12:09.405
if I never hear the term pipeline again.

00:12:09.426 --> 00:12:09.525
Yeah.

00:12:13.370 --> 00:12:14.410
It was so nauseating.

00:12:14.490 --> 00:12:17.172
Again, my background was broadcasting.

00:12:17.412 --> 00:12:19.232
So I had two different,

00:12:19.592 --> 00:12:21.735
I was B to C and I was

00:12:21.774 --> 00:12:22.995
B to B. And again,

00:12:23.014 --> 00:12:24.135
for the non-marketing people who are

00:12:24.155 --> 00:12:25.777
trying to catch up, these should be,

00:12:26.177 --> 00:12:28.837
if we're ever using terms that sound too

00:12:28.857 --> 00:12:31.198
confusing, hold us accountable to that,

00:12:31.278 --> 00:12:32.659
either live or recorded, right?

00:12:33.120 --> 00:12:34.821
So business to business or business to

00:12:34.841 --> 00:12:35.181
consumer.

00:12:35.201 --> 00:12:36.922
So I think radio is a great example

00:12:36.942 --> 00:12:37.722
because people can sort of

00:12:38.715 --> 00:12:39.296
visualize it.

00:12:39.836 --> 00:12:40.957
I had to make the radio station.

00:12:40.998 --> 00:12:41.899
I ran cool,

00:12:42.139 --> 00:12:44.243
whatever that meant to the listener.

00:12:44.722 --> 00:12:45.583
My product was free.

00:12:46.144 --> 00:12:48.467
Like I just gave it away and hope

00:12:48.508 --> 00:12:49.450
people stuck around.

00:12:49.769 --> 00:12:50.792
And we had a few metrics.

00:12:51.251 --> 00:12:53.475
We measured, um, QM,

00:12:54.155 --> 00:12:55.996
total number of people listening how many

00:12:56.037 --> 00:12:58.178
people are in your bar right bunch of

00:12:58.198 --> 00:13:00.941
people time spent listening how long are

00:13:00.961 --> 00:13:02.522
those people in your bar because the

00:13:02.581 --> 00:13:04.943
longer quote the better but understanding

00:13:04.964 --> 00:13:07.024
that different formats will play for those

00:13:07.065 --> 00:13:09.027
things top forty radio is gonna play the

00:13:09.086 --> 00:13:10.807
top forty songs and then when they get

00:13:10.827 --> 00:13:12.188
to the fortieth song they play the first

00:13:12.208 --> 00:13:14.931
song again so they understand that they're

00:13:15.071 --> 00:13:16.951
they want lots of people in their bar

00:13:17.211 --> 00:13:19.214
for not a lot amount of time exactly

00:13:19.474 --> 00:13:20.594
Where I was was rock.

00:13:20.693 --> 00:13:22.235
I wanted as many people as possible,

00:13:22.315 --> 00:13:24.755
but I knew I didn't have top forties

00:13:26.255 --> 00:13:28.116
hip beats that were new every ten minutes,

00:13:28.177 --> 00:13:28.397
right?

00:13:28.817 --> 00:13:31.717
So I wanted to put heavy towards time

00:13:31.758 --> 00:13:32.357
spent listening.

00:13:32.697 --> 00:13:33.597
Now, you might be thinking, like,

00:13:33.817 --> 00:13:34.979
how is radio parallel?

00:13:35.158 --> 00:13:36.619
It does because you're just understanding

00:13:36.639 --> 00:13:38.059
what the audience is and what your goal

00:13:38.139 --> 00:13:40.139
is and how to match your goal to

00:13:40.179 --> 00:13:41.000
your audience's goal.

00:13:41.221 --> 00:13:42.280
Now, I also did B to B.

00:13:43.400 --> 00:13:44.802
I didn't sell anything to the person

00:13:44.861 --> 00:13:45.282
listening.

00:13:45.402 --> 00:13:47.062
I shouldn't say I didn't charge them

00:13:47.101 --> 00:13:47.442
anything.

00:13:47.802 --> 00:13:48.643
That's where we get a little bit of

00:13:48.682 --> 00:13:49.102
a twist.

00:13:50.475 --> 00:13:52.796
Music was not my product in radio.

00:13:53.096 --> 00:13:55.038
The audience who I got to listen was

00:13:55.077 --> 00:13:56.698
my product because then I could take, hey,

00:13:56.719 --> 00:13:59.200
we have X number of people listening for

00:13:59.240 --> 00:14:00.581
this many hours every week.

00:14:00.660 --> 00:14:02.361
I could then turn to a car dealership

00:14:02.662 --> 00:14:04.582
or a restaurant chain or an insurance

00:14:04.623 --> 00:14:05.844
company locally and say,

00:14:06.283 --> 00:14:08.804
you want these people's attention for what

00:14:08.845 --> 00:14:09.346
we know.

00:14:09.706 --> 00:14:11.147
These are their demographics.

00:14:12.282 --> 00:14:13.682
Age, sex, buying cabinets,

00:14:13.763 --> 00:14:15.123
amount of money, where they live,

00:14:15.143 --> 00:14:16.102
because radio was,

00:14:16.163 --> 00:14:18.203
it used to be this thing where you

00:14:18.224 --> 00:14:19.764
had to be time and space listening at

00:14:19.804 --> 00:14:21.664
that time in a radius of the radio

00:14:21.684 --> 00:14:21.965
station.

00:14:22.586 --> 00:14:24.005
And psychographic,

00:14:24.206 --> 00:14:25.907
they think this is cool, right?

00:14:26.226 --> 00:14:27.006
They're into this.

00:14:27.047 --> 00:14:28.847
So if you sell pickup trucks in Northeast

00:14:28.868 --> 00:14:29.467
Pennsylvania,

00:14:29.807 --> 00:14:31.609
my radio station had a bunch of dudes.

00:14:31.889 --> 00:14:33.369
You'd want to be on my radio station.

00:14:33.990 --> 00:14:35.649
And I think your post,

00:14:35.789 --> 00:14:37.211
which I will bring up on the screen

00:14:37.250 --> 00:14:37.530
second,

00:14:37.610 --> 00:14:40.331
highlighted you needed to do what that

00:14:40.392 --> 00:14:40.611
said.

00:14:41.231 --> 00:14:44.023
Put yourself in that audience.

00:14:45.191 --> 00:14:46.572
And I think a lot of people don't

00:14:46.591 --> 00:14:47.011
do that,

00:14:47.312 --> 00:14:49.033
where I think either you said or someone

00:14:49.073 --> 00:14:51.075
said the CEO will chime in.

00:14:51.115 --> 00:14:52.635
Well, I'm our ideal customer.

00:14:53.316 --> 00:14:54.397
And everybody's like, you are not.

00:14:54.496 --> 00:14:55.177
You are not.

00:14:55.317 --> 00:14:56.197
And your, you know,

00:14:56.357 --> 00:14:58.899
your seventeen year old nephew who told us

00:14:58.940 --> 00:14:59.801
to be on, you know,

00:14:59.860 --> 00:15:01.182
TikTok or something isn't.

00:15:01.282 --> 00:15:03.783
And it's funny because that's the you can

00:15:03.842 --> 00:15:05.303
read across LinkedIn, right?

00:15:05.323 --> 00:15:06.625
Marketers are always like, oh,

00:15:07.046 --> 00:15:08.466
the seventeen year old nephew said to be

00:15:08.506 --> 00:15:09.006
on TikTok.

00:15:09.047 --> 00:15:09.826
And it's like, well,

00:15:09.846 --> 00:15:12.708
is that our prospect for our SaaS product

00:15:12.828 --> 00:15:14.610
or whatever the product is, right?

00:15:14.691 --> 00:15:15.091
Or service.

00:15:15.951 --> 00:15:18.634
Maybe, but not just because they said it.

00:15:18.693 --> 00:15:20.075
Like, hold on, right?

00:15:20.375 --> 00:15:21.775
So let's bring up the post that sort

00:15:21.816 --> 00:15:22.716
of started it all, right?

00:15:24.437 --> 00:15:25.479
We don't need a customer journey.

00:15:25.519 --> 00:15:26.519
This is a quote that you're saying.

00:15:26.538 --> 00:15:27.639
We don't need a customer journey, man.

00:15:27.679 --> 00:15:29.721
We know how our customers buy.

00:15:30.062 --> 00:15:31.082
You said you've heard this a time or

00:15:31.123 --> 00:15:31.302
two.

00:15:31.342 --> 00:15:33.224
Then you ask, walk me through it.

00:15:33.644 --> 00:15:35.566
And they describe their sales process,

00:15:35.586 --> 00:15:36.807
what we just talked about.

00:15:37.707 --> 00:15:37.807
Well,

00:15:37.827 --> 00:15:39.208
they usually find us through a referral or

00:15:39.249 --> 00:15:40.269
Google and they book a call.

00:15:40.289 --> 00:15:41.671
We do a demo, send a proposal,

00:15:41.711 --> 00:15:42.490
follow up, close.

00:15:42.971 --> 00:15:46.133
That's not what the customer journey is.

00:15:46.254 --> 00:15:48.615
Because the customer was doing getting the

00:15:48.634 --> 00:15:50.615
kids to school and then watching Netflix

00:15:50.655 --> 00:15:51.856
and going to work for eight hours.

00:15:51.876 --> 00:15:53.918
So it's saying,

00:15:53.977 --> 00:15:54.918
here's what you're missing.

00:15:55.038 --> 00:15:57.780
Before they found you, questions to ask.

00:15:58.160 --> 00:15:59.302
How long were they dealing with the

00:15:59.341 --> 00:16:01.702
problem before they decided to solve it?

00:16:02.183 --> 00:16:03.745
What actually triggered them to start

00:16:03.764 --> 00:16:04.085
looking?

00:16:04.664 --> 00:16:06.846
Now, where did they go first?

00:16:08.293 --> 00:16:08.453
I mean,

00:16:08.474 --> 00:16:10.437
the answer was Google for the last decade

00:16:10.456 --> 00:16:11.238
or two.

00:16:11.977 --> 00:16:14.280
And now it's are we I mean,

00:16:14.341 --> 00:16:16.202
I just I just put a pork butt

00:16:16.323 --> 00:16:19.086
in the in the crock pot through chat

00:16:19.106 --> 00:16:19.466
GPT.

00:16:20.506 --> 00:16:20.868
Right.

00:16:20.888 --> 00:16:23.250
Because I didn't want to if I searched

00:16:23.269 --> 00:16:24.650
a how to cook a pork butt,

00:16:24.691 --> 00:16:27.835
what I would have gotten was some vloggers

00:16:27.875 --> 00:16:29.956
life story and then a recipe at the

00:16:29.976 --> 00:16:33.299
bottom of a blog for SEO optimization.

00:16:33.399 --> 00:16:34.561
So now are we you know,

00:16:34.640 --> 00:16:36.643
is it is it AI optimization and where

00:16:36.663 --> 00:16:38.144
they search for your category,

00:16:38.164 --> 00:16:38.764
their problem?

00:16:39.025 --> 00:16:39.907
How did they get there?

00:16:40.206 --> 00:16:41.768
You're not thinking about those things.

00:16:42.914 --> 00:16:44.515
And now it's like Jimmy and Andrea aren't

00:16:44.556 --> 00:16:45.376
talking about marketing.

00:16:45.397 --> 00:16:46.378
You're talking about getting,

00:16:46.977 --> 00:16:47.958
for healthcare providers,

00:16:48.019 --> 00:16:50.240
getting the right people in your clinic at

00:16:50.260 --> 00:16:50.921
the right time.

00:16:51.802 --> 00:16:52.383
You go deep.

00:16:52.403 --> 00:16:53.283
They're evaluating.

00:16:54.443 --> 00:16:55.985
While they're evaluating you,

00:16:56.326 --> 00:16:57.846
who else is chiming in?

00:16:58.586 --> 00:16:59.707
Who's the decision maker?

00:17:00.649 --> 00:17:01.970
What objections are they hearing?

00:17:02.149 --> 00:17:03.451
What criteria are they using?

00:17:04.031 --> 00:17:05.633
You went really deep in this post,

00:17:05.653 --> 00:17:06.753
and I'll share it in the show notes.

00:17:07.534 --> 00:17:07.894
Thank you.

00:17:07.953 --> 00:17:08.174
Yeah.

00:17:08.214 --> 00:17:09.276
And I think, you know, the while you're,

00:17:09.296 --> 00:17:09.977
you know,

00:17:10.017 --> 00:17:11.618
while they're evaluating or what happened

00:17:11.638 --> 00:17:13.601
before, I mean, there's so many things.

00:17:13.681 --> 00:17:14.602
And right as marketers,

00:17:14.642 --> 00:17:15.963
there are things that we just don't know

00:17:15.983 --> 00:17:16.624
what we don't know.

00:17:16.663 --> 00:17:18.185
And we certainly can't measure it.

00:17:18.205 --> 00:17:20.048
But we do know that there are things

00:17:20.087 --> 00:17:21.190
happening behind the scenes.

00:17:21.250 --> 00:17:21.410
Right.

00:17:21.430 --> 00:17:24.232
And so we can't just assume that when

00:17:24.292 --> 00:17:24.753
someone

00:17:25.273 --> 00:17:27.075
sees our LinkedIn post or our Facebook

00:17:27.095 --> 00:17:28.255
post or something like that,

00:17:28.575 --> 00:17:29.976
they clicked and that's how they found us

00:17:30.076 --> 00:17:31.336
or when they Googled us or whatever it

00:17:31.355 --> 00:17:31.635
may be.

00:17:31.675 --> 00:17:31.875
You know,

00:17:31.895 --> 00:17:33.557
a good example is when I was in

00:17:33.576 --> 00:17:34.477
the retail health space.

00:17:34.497 --> 00:17:36.557
So I worked for an organization that was

00:17:36.698 --> 00:17:38.518
in Connecticut, Westchester, New York,

00:17:38.538 --> 00:17:39.979
and then moved into the Boston area.

00:17:41.720 --> 00:17:42.420
It was an urgent care.

00:17:43.619 --> 00:17:46.842
um and so we uh you know it

00:17:46.862 --> 00:17:48.563
was an amazing organization and we had

00:17:48.643 --> 00:17:51.045
really smart marketing but i had sort of

00:17:51.065 --> 00:17:53.006
an aha moment one day when i was

00:17:53.145 --> 00:17:56.127
looking at our google ads um data and

00:17:56.688 --> 00:17:57.729
you know i sort of said you know

00:17:57.749 --> 00:18:00.109
people aren't aren't waking up and then

00:18:00.190 --> 00:18:02.392
googling us right like this is the mom

00:18:02.551 --> 00:18:04.673
one you know we had we had personas

00:18:04.712 --> 00:18:06.173
and one of our main personas was the

00:18:06.213 --> 00:18:07.414
busy mom who has sick kids

00:18:08.055 --> 00:18:09.175
The mom in the middle of the night

00:18:09.395 --> 00:18:12.136
is is doing research to understand why her

00:18:12.176 --> 00:18:13.897
child just woke up with a fever.

00:18:14.018 --> 00:18:14.218
Right.

00:18:14.238 --> 00:18:16.618
So whether that's Google or on some forum

00:18:16.659 --> 00:18:18.559
or whatever it is, ideally, you know,

00:18:18.579 --> 00:18:20.000
reaching out to their their doctor or

00:18:20.060 --> 00:18:20.780
nurse line or something.

00:18:20.821 --> 00:18:21.622
But, you know,

00:18:21.701 --> 00:18:23.063
things are happening and we don't know

00:18:23.103 --> 00:18:23.863
that they're happening.

00:18:23.903 --> 00:18:25.203
And so I think we couldn't have

00:18:25.223 --> 00:18:27.444
necessarily accounted for that in a

00:18:27.825 --> 00:18:29.425
beautifully designed customer journey.

00:18:29.465 --> 00:18:31.106
But it certainly was like an aha moment

00:18:31.126 --> 00:18:31.346
for me.

00:18:33.438 --> 00:18:35.859
Reddit wasn't a place to be if you

00:18:35.900 --> 00:18:38.022
were in marketing five, I mean,

00:18:38.063 --> 00:18:38.782
three years ago.

00:18:38.884 --> 00:18:39.663
And now people are like,

00:18:39.703 --> 00:18:43.268
because Reddit is the town square now,

00:18:43.307 --> 00:18:45.150
because maybe we're seeing shifts, right?

00:18:45.190 --> 00:18:49.714
Twitter sort of lost a lot of users

00:18:49.755 --> 00:18:52.758
and people had to go to something to

00:18:52.857 --> 00:18:54.859
discuss and find things out and go deeper.

00:18:55.800 --> 00:18:57.662
When I'm analyzing, there's this new,

00:18:57.922 --> 00:19:00.884
I think it's a year old and it's

00:19:00.903 --> 00:19:01.884
like a coffee table.

00:19:01.923 --> 00:19:03.244
It's almost like a big iPad and it'll

00:19:03.265 --> 00:19:04.266
play board games on it.

00:19:04.286 --> 00:19:05.226
So it's like a mashup of old and

00:19:05.246 --> 00:19:05.326
new.

00:19:05.346 --> 00:19:06.366
Do you know what I'm talking about?

00:19:06.386 --> 00:19:07.527
Yeah, I think so.

00:19:07.547 --> 00:19:08.387
Put pieces on it.

00:19:08.407 --> 00:19:10.249
It'll play like Scrabble, whatever.

00:19:10.828 --> 00:19:13.269
And I'm like, oh, this is cool.

00:19:13.309 --> 00:19:14.570
I want to get this right.

00:19:14.590 --> 00:19:15.571
And then I'm like, hang on a second.

00:19:16.606 --> 00:19:19.990
I've had that hot stove touch burned

00:19:20.009 --> 00:19:20.490
before.

00:19:20.510 --> 00:19:21.971
You bought the thousand dollar thing

00:19:22.011 --> 00:19:23.153
thinking it's going to feel like ten

00:19:23.192 --> 00:19:23.973
thousand dollars.

00:19:23.993 --> 00:19:25.815
And then you're like, I'm like, well,

00:19:26.496 --> 00:19:28.278
let's go to Reddit and see who's trashing

00:19:28.317 --> 00:19:29.459
it or not trashing it.

00:19:29.778 --> 00:19:30.720
And that's where people are.

00:19:31.059 --> 00:19:31.359
Wait,

00:19:31.460 --> 00:19:32.961
that's the tipping point of decisions.

00:19:33.301 --> 00:19:35.824
You have to understand that at least that

00:19:35.844 --> 00:19:37.266
doesn't have to just be run to Reddit.

00:19:37.806 --> 00:19:38.767
Where are people?

00:19:38.866 --> 00:19:39.528
When are people?

00:19:39.607 --> 00:19:41.048
How are people making these decisions?

00:19:41.189 --> 00:19:41.910
Are you there or not?

00:19:42.542 --> 00:19:43.443
You're exactly right.

00:19:43.503 --> 00:19:44.704
And Reddit is a great example.

00:19:44.744 --> 00:19:44.884
I mean,

00:19:44.925 --> 00:19:46.907
that has become a significant part of a

00:19:46.948 --> 00:19:48.970
lot of organizations' social strategy.

00:19:49.711 --> 00:19:50.771
B to B and B to C.

00:19:50.852 --> 00:19:53.153
B to B decision makers are looking on

00:19:53.213 --> 00:19:53.534
Reddit.

00:19:53.934 --> 00:19:55.656
You know, you think of... Wait, wait,

00:19:55.676 --> 00:19:55.777
wait.

00:19:55.856 --> 00:19:58.078
Business to business is doing that too?

00:19:58.098 --> 00:19:58.619
They are.

00:19:59.099 --> 00:19:59.641
Really?

00:19:59.961 --> 00:20:00.181
Yeah.

00:20:00.221 --> 00:20:01.300
So B to B and B to C.

00:20:01.401 --> 00:20:02.082
And because, you know,

00:20:02.102 --> 00:20:03.981
and I don't know the numbers off the

00:20:04.001 --> 00:20:04.521
top of my head,

00:20:04.561 --> 00:20:06.962
like the traffic and the engagement within

00:20:07.042 --> 00:20:07.323
Reddit.

00:20:07.363 --> 00:20:07.742
But I mean,

00:20:07.782 --> 00:20:09.284
there are organizations that dedicate.

00:20:09.304 --> 00:20:10.604
There are people who are full time

00:20:11.023 --> 00:20:13.625
moderating conversations on Reddit about

00:20:13.644 --> 00:20:14.105
their brand.

00:20:14.144 --> 00:20:14.825
It's wild.

00:20:14.845 --> 00:20:16.425
Wait, wait, wait, wait, wait, wait.

00:20:16.465 --> 00:20:17.326
If I'm a CEO,

00:20:17.506 --> 00:20:18.846
Andrea is my VP of marketing.

00:20:19.066 --> 00:20:19.405
Andrea,

00:20:19.445 --> 00:20:21.727
we're going to pay some millennials or

00:20:21.787 --> 00:20:22.086
younger.

00:20:22.106 --> 00:20:23.086
I don't even know what's after

00:20:23.106 --> 00:20:23.528
millennials.

00:20:23.867 --> 00:20:25.288
We're going to pay some kid to sit

00:20:25.307 --> 00:20:28.009
at home and just like essentially troll

00:20:28.048 --> 00:20:28.368
Reddit.

00:20:28.949 --> 00:20:30.131
And Andrew's going to go, yep.

00:20:30.171 --> 00:20:31.492
And we want a really good one because

00:20:31.553 --> 00:20:32.374
they know what they're looking,

00:20:32.554 --> 00:20:34.215
essentially looking for needles in a giant

00:20:34.236 --> 00:20:35.076
digital haystack.

00:20:35.518 --> 00:20:37.319
But what is one of those,

00:20:38.340 --> 00:20:40.023
some of that insight worth on a monthly

00:20:40.064 --> 00:20:40.483
basis?

00:20:40.924 --> 00:20:43.127
And what is beginning or jumping in on

00:20:43.147 --> 00:20:44.088
a conversation worth?

00:20:44.209 --> 00:20:45.590
It could be a lot.

00:20:46.444 --> 00:20:46.645
I mean,

00:20:46.665 --> 00:20:50.229
it's the same person that's monitoring and

00:20:50.429 --> 00:20:54.352
moderating as in Facebook groups who are

00:20:54.471 --> 00:20:55.593
on the Nextdoor app,

00:20:55.633 --> 00:20:56.594
who are looking at Yelp,

00:20:56.614 --> 00:20:57.974
who are looking at Google reviews.

00:20:58.055 --> 00:21:00.297
I mean, this is all online reputation.

00:21:00.336 --> 00:21:02.719
And I say this to every person.

00:21:02.898 --> 00:21:04.579
client that i work with is you know

00:21:04.599 --> 00:21:06.079
that's your online reputation and people

00:21:06.180 --> 00:21:07.621
are getting the word out there positive

00:21:07.661 --> 00:21:09.321
negative you know you need to be in

00:21:09.342 --> 00:21:10.981
the conversation or if they're just asking

00:21:11.001 --> 00:21:12.502
a question you want to be the first

00:21:12.563 --> 00:21:13.923
one to respond versus someone who's going

00:21:13.942 --> 00:21:15.084
to go oh no i tried this other

00:21:15.124 --> 00:21:17.724
thing and name your competitor what are

00:21:17.744 --> 00:21:19.464
those people called what's that job called

00:21:19.484 --> 00:21:21.326
oh it's it could be i mean it

00:21:21.346 --> 00:21:23.207
falls within digital strategy or social

00:21:23.227 --> 00:21:25.688
strategy for that on like upwork to find

00:21:25.748 --> 00:21:26.087
someone

00:21:26.906 --> 00:21:28.189
Um, it's a good question.

00:21:28.209 --> 00:21:28.809
I mean, on Upwork,

00:21:28.849 --> 00:21:29.750
I don't know if you've seen some of

00:21:29.790 --> 00:21:30.711
those titles on Upwork,

00:21:30.731 --> 00:21:33.757
but it could be a social, I mean,

00:21:33.777 --> 00:21:35.137
it could be a social media coordinator.

00:21:35.298 --> 00:21:38.643
It could be a social team.

00:21:38.782 --> 00:21:38.983
Yeah.

00:21:39.023 --> 00:21:39.263
And I mean,

00:21:39.304 --> 00:21:40.486
maybe there's someone who has like a

00:21:40.546 --> 00:21:42.307
specific title that's like Reddit or,

00:21:42.428 --> 00:21:43.068
you know, whatever.

00:21:43.809 --> 00:21:43.910
Yeah.

00:21:45.192 --> 00:21:45.652
Essentially,

00:21:45.692 --> 00:21:46.833
the way I would pitch it if I

00:21:46.853 --> 00:21:49.055
were a marketing person, if I was like,

00:21:49.095 --> 00:21:50.316
what would your underling be?

00:21:50.375 --> 00:21:51.477
If I worked for you,

00:21:51.497 --> 00:21:52.356
what would Jimmy's title be?

00:21:52.376 --> 00:21:53.458
Like director of something?

00:21:53.478 --> 00:21:54.679
Because I would never be a VP of

00:21:54.798 --> 00:21:56.019
anything, nor should I. I mean,

00:21:56.059 --> 00:21:57.421
you could be a director, manager,

00:21:57.461 --> 00:21:58.301
whoever the person is.

00:21:58.362 --> 00:21:59.262
But I would say,

00:21:59.942 --> 00:22:01.423
is it important for us to watch what

00:22:01.443 --> 00:22:03.046
the weather looks like in Iowa if we're

00:22:03.066 --> 00:22:03.586
in New York?

00:22:03.645 --> 00:22:04.507
And it's like, well,

00:22:04.527 --> 00:22:05.587
if you want to prepare people for a

00:22:05.708 --> 00:22:07.229
blizzard two days from now,

00:22:07.249 --> 00:22:07.910
the answer is yes.

00:22:08.630 --> 00:22:10.551
That is what this person is doing is

00:22:10.571 --> 00:22:12.032
they're watching the weather station and

00:22:12.053 --> 00:22:12.814
it's like firemen.

00:22:13.233 --> 00:22:14.154
Firemen are lazy.

00:22:14.434 --> 00:22:15.375
Most of the time they just sit around

00:22:15.395 --> 00:22:16.856
the firehouse and just watch TV.

00:22:17.196 --> 00:22:18.617
Yes, but when the bell rings,

00:22:18.778 --> 00:22:20.299
they get their stuff together and you need

00:22:20.319 --> 00:22:23.122
them ready right then and there with the

00:22:23.162 --> 00:22:24.202
right skill, the right tools,

00:22:24.222 --> 00:22:25.384
the right training, the right time.

00:22:25.943 --> 00:22:27.665
And it feels like this is not a

00:22:27.726 --> 00:22:28.066
want.

00:22:28.086 --> 00:22:29.386
This might be a need if you're a

00:22:29.406 --> 00:22:30.827
large enough organization where those

00:22:30.867 --> 00:22:31.769
decisions are being made.

00:22:32.239 --> 00:22:32.878
You just hit it.

00:22:32.919 --> 00:22:33.419
It's if you,

00:22:33.479 --> 00:22:34.960
if you're a large enough organization.

00:22:35.240 --> 00:22:35.319
Um,

00:22:35.460 --> 00:22:37.181
but I think even smaller organizations

00:22:37.201 --> 00:22:39.401
like figure out need to figure out how

00:22:39.461 --> 00:22:40.461
to get that done.

00:22:40.541 --> 00:22:42.041
That does need to be someone's job,

00:22:42.122 --> 00:22:43.363
even if that's like off the side of

00:22:43.383 --> 00:22:44.343
their desk job,

00:22:44.383 --> 00:22:45.942
because it's not a nice to have.

00:22:46.242 --> 00:22:46.584
Yeah.

00:22:46.663 --> 00:22:48.864
It's exhausting because people will open.

00:22:48.903 --> 00:22:50.845
I'm talking directly like to PT clinic

00:22:50.884 --> 00:22:51.144
owners.

00:22:52.000 --> 00:22:52.621
And they're like, well,

00:22:52.661 --> 00:22:55.423
my job is to be a PT and

00:22:55.442 --> 00:22:57.565
then manage other PTs and then make sure

00:22:57.585 --> 00:22:58.164
the bills get paid.

00:22:58.565 --> 00:23:00.007
And I'll hire someone to do billing.

00:23:00.086 --> 00:23:00.886
And you're like, yes,

00:23:00.967 --> 00:23:02.588
but now you have all these other problems.

00:23:02.989 --> 00:23:03.950
From your viewpoint,

00:23:04.269 --> 00:23:06.971
standing at the treatment table with

00:23:07.031 --> 00:23:08.574
people constantly coming in,

00:23:08.614 --> 00:23:09.974
if you were just a treating clinician,

00:23:09.994 --> 00:23:11.336
and there's nothing wrong with being a

00:23:11.375 --> 00:23:12.076
clinician, but if you're like,

00:23:12.116 --> 00:23:12.936
now I want to make the jump to

00:23:13.017 --> 00:23:13.237
owner,

00:23:13.837 --> 00:23:15.398
it is not just an owner with a

00:23:15.499 --> 00:23:16.880
little bit of a different title.

00:23:16.960 --> 00:23:18.761
You now have different problems from a

00:23:18.842 --> 00:23:19.942
different vantage point.

00:23:20.935 --> 00:23:21.676
Different problems.

00:23:21.717 --> 00:23:22.837
And it's one of those,

00:23:22.857 --> 00:23:23.979
you don't know what you don't know.

00:23:24.519 --> 00:23:25.160
And I think, you know,

00:23:25.200 --> 00:23:26.961
marketing is a great example.

00:23:27.000 --> 00:23:28.541
That is a function that needs to be

00:23:28.582 --> 00:23:29.782
a dedicated function.

00:23:30.163 --> 00:23:31.325
And you need to sort of trust the

00:23:31.404 --> 00:23:33.125
experts that you bring in because there

00:23:33.185 --> 00:23:33.787
are things, you know,

00:23:33.807 --> 00:23:35.248
if you ask a PT clinician who made

00:23:35.288 --> 00:23:35.647
the jump,

00:23:35.929 --> 00:23:37.390
do they know they need to be paying

00:23:37.430 --> 00:23:39.090
attention to Reddit, for example?

00:23:39.290 --> 00:23:41.313
I don't know that they would know that.

00:23:41.333 --> 00:23:41.593
Yeah.

00:23:42.094 --> 00:23:42.834
When you hit a certain...

00:23:43.734 --> 00:23:45.355
Well, that's where we talk about personas.

00:23:45.395 --> 00:23:46.936
We go back to understanding your audience.

00:23:47.038 --> 00:23:49.098
And a lot of times you'll do it

00:23:49.118 --> 00:23:50.960
by number of clinicians or number of

00:23:51.000 --> 00:23:51.800
locations.

00:23:51.861 --> 00:23:53.041
I think clinicians is probably a more

00:23:53.122 --> 00:23:54.282
accurate way of looking at it because who

00:23:54.303 --> 00:23:55.923
knows how big a clinic would be in

00:23:55.963 --> 00:23:58.465
your world or revenue.

00:23:58.806 --> 00:24:01.108
Someone doing a million to three or a

00:24:01.148 --> 00:24:02.830
million to five million dollars a year

00:24:02.931 --> 00:24:05.953
annually has different problems than

00:24:06.013 --> 00:24:08.777
someone doing six to ten or ten to

00:24:08.817 --> 00:24:09.218
twenty.

00:24:09.258 --> 00:24:11.640
Like, you know, more money, more problems.

00:24:11.819 --> 00:24:13.541
But I think it's more money,

00:24:13.602 --> 00:24:14.202
different problems.

00:24:14.763 --> 00:24:15.805
Exactly, Jimmy.

00:24:15.845 --> 00:24:16.746
That's exactly it.

00:24:16.846 --> 00:24:17.707
It's different problems.

00:24:18.277 --> 00:24:18.457
Yeah.

00:24:18.896 --> 00:24:19.978
I mean, I've heard, I think,

00:24:20.077 --> 00:24:21.678
do you know Marcus Limonis,

00:24:21.718 --> 00:24:24.219
the prophet on MSNBC?

00:24:24.338 --> 00:24:25.380
You don't know Marcus Limonis,

00:24:25.400 --> 00:24:25.940
the prophet?

00:24:26.299 --> 00:24:29.441
You and Marcus Limonis would be best

00:24:29.480 --> 00:24:29.941
friends.

00:24:30.461 --> 00:24:31.701
Your brains are,

00:24:31.942 --> 00:24:33.281
you have some homework to do.

00:24:33.403 --> 00:24:34.343
Watch episodes.

00:24:35.583 --> 00:24:35.982
He's great.

00:24:36.183 --> 00:24:37.824
So Marcus comes in and he's like,

00:24:38.003 --> 00:24:39.644
he's a dude with money and knows stuff.

00:24:40.365 --> 00:24:42.247
And someone just like Bar Rescue comes in

00:24:42.287 --> 00:24:43.127
and is like, Marcus,

00:24:43.229 --> 00:24:45.631
we have a key lime pie company in

00:24:46.291 --> 00:24:46.893
Florida Keys.

00:24:47.373 --> 00:24:48.253
And we don't know what's going on,

00:24:48.273 --> 00:24:49.075
but we're running out of business.

00:24:49.375 --> 00:24:50.195
Marcus goes down.

00:24:50.297 --> 00:24:51.498
And of course, it's a reality show.

00:24:51.758 --> 00:24:52.980
But it's cool because you see a thought

00:24:53.019 --> 00:24:53.539
process.

00:24:54.240 --> 00:24:55.461
And he goes through everything.

00:24:55.481 --> 00:24:56.624
This is where I get a lot of

00:24:56.644 --> 00:24:58.306
my paradigms from Marcus Limonis.

00:24:59.249 --> 00:25:01.150
People, product, process.

00:25:01.289 --> 00:25:01.671
And he's like,

00:25:01.951 --> 00:25:03.791
it's one or two of those.

00:25:04.192 --> 00:25:05.353
Three of them can't be broken.

00:25:05.512 --> 00:25:06.973
You wouldn't be in business long enough to

00:25:06.993 --> 00:25:07.634
write me an email.

00:25:08.295 --> 00:25:09.375
One of them is probably broken.

00:25:09.756 --> 00:25:11.998
If it's two, we have red alert.

00:25:12.498 --> 00:25:15.079
So he breaks everything down with which

00:25:15.180 --> 00:25:16.260
one of those things is it?

00:25:16.280 --> 00:25:17.500
With the key lime pie business,

00:25:17.520 --> 00:25:17.842
it's like...

00:25:18.900 --> 00:25:20.201
does it take you too long to make

00:25:20.240 --> 00:25:20.661
a pie?

00:25:20.721 --> 00:25:21.060
Are your,

00:25:21.221 --> 00:25:22.602
are your ingredients too expensive?

00:25:22.622 --> 00:25:23.563
That's a process problem.

00:25:23.663 --> 00:25:25.203
Or like, how are you getting them shipped?

00:25:25.663 --> 00:25:25.763
Well,

00:25:25.784 --> 00:25:27.144
people have to call us and then wait

00:25:27.164 --> 00:25:28.885
for Debbie to answer, to order a pie.

00:25:28.905 --> 00:25:29.786
It's like, whoop, whoop, whoop.

00:25:30.066 --> 00:25:31.126
Why can't they online order?

00:25:31.166 --> 00:25:32.087
It's twenty, twenty five.

00:25:32.107 --> 00:25:34.009
Like he would break that down or people.

00:25:34.328 --> 00:25:35.690
Do you just make crappy pies?

00:25:35.829 --> 00:25:37.911
Like, like are the people wrong?

00:25:37.951 --> 00:25:38.790
Your recipes, right?

00:25:38.810 --> 00:25:39.432
But the people wrong.

00:25:39.791 --> 00:25:41.173
And then product would be like, okay,

00:25:41.192 --> 00:25:42.232
you got great people, great recipe,

00:25:42.252 --> 00:25:43.473
but it's the product.

00:25:43.493 --> 00:25:45.494
Just nobody wants it like product market

00:25:45.535 --> 00:25:45.795
fit.

00:25:46.056 --> 00:25:47.316
So he breaks things down to those,

00:25:47.455 --> 00:25:48.656
to those three, um,

00:25:49.217 --> 00:25:50.317
those three sort of buckets.

00:25:50.759 --> 00:25:52.059
And usually you figure it out pretty

00:25:52.079 --> 00:25:52.380
quick.

00:25:53.141 --> 00:25:54.221
But just like therapy,

00:25:55.021 --> 00:25:57.324
you can't really analyze yourself.

00:25:57.364 --> 00:25:59.125
Like you can't therapy yourself.

00:25:59.625 --> 00:26:00.605
That's the magic.

00:26:00.866 --> 00:26:02.728
So where do companies go wrong with the

00:26:02.748 --> 00:26:03.729
post we were talking about?

00:26:03.848 --> 00:26:05.790
The customer journey and the sales

00:26:05.830 --> 00:26:06.090
journey.

00:26:06.982 --> 00:26:09.684
So I think where they go wrong is,

00:26:10.105 --> 00:26:10.325
you know,

00:26:10.365 --> 00:26:11.746
getting back to when we said they're

00:26:11.766 --> 00:26:13.547
trying to look at it from their

00:26:13.586 --> 00:26:14.207
perspective.

00:26:14.227 --> 00:26:15.468
And I think what needs to happen is

00:26:15.488 --> 00:26:16.548
they need to align the two.

00:26:16.949 --> 00:26:19.671
You really need to start by understanding

00:26:19.951 --> 00:26:21.491
who your customers are.

00:26:21.551 --> 00:26:22.892
So before you get to the journey,

00:26:22.932 --> 00:26:24.292
you sort of need to know who you're

00:26:24.313 --> 00:26:24.794
talking to.

00:26:24.814 --> 00:26:26.634
When we're on the B to B side,

00:26:26.674 --> 00:26:26.855
you know,

00:26:26.894 --> 00:26:28.316
my process I sort of go through is

00:26:28.355 --> 00:26:29.435
who's your ICP?

00:26:29.856 --> 00:26:30.676
Who do you think, you know,

00:26:30.757 --> 00:26:32.657
is and then, you know,

00:26:32.678 --> 00:26:33.659
what is do what ICP is for people?

00:26:34.038 --> 00:26:35.440
It's an ideal customer profile.

00:26:36.071 --> 00:26:37.272
You're you're in radio.

00:26:37.313 --> 00:26:38.993
We called it Keith, right?

00:26:39.013 --> 00:26:40.535
Keith was twenty eight years old,

00:26:40.595 --> 00:26:41.476
lived in northeast Pennsylvania.

00:26:41.496 --> 00:26:43.136
Like we literally had a name for this

00:26:43.196 --> 00:26:43.497
dude.

00:26:44.218 --> 00:26:44.397
Right.

00:26:44.498 --> 00:26:46.058
And so I think on the B to

00:26:46.259 --> 00:26:48.641
C side, we go straight to personas,

00:26:48.760 --> 00:26:49.961
which which is fine and good.

00:26:50.001 --> 00:26:51.323
And so Keith is our persona on the

00:26:51.363 --> 00:26:52.104
B to C side.

00:26:52.584 --> 00:26:54.125
I think when we're talking on the B

00:26:54.144 --> 00:26:55.226
to B side and, you know,

00:26:55.465 --> 00:26:56.146
like I said, you know,

00:26:56.166 --> 00:26:57.186
going across health care,

00:26:57.867 --> 00:26:58.828
there's you know,

00:26:58.848 --> 00:26:59.548
I've been on the B to B.

00:26:59.568 --> 00:27:00.450
I've been on the B to C.

00:27:00.490 --> 00:27:02.171
We need to understand if we're selling a

00:27:02.250 --> 00:27:03.432
SAS product, for example,

00:27:03.451 --> 00:27:04.353
who are we selling into?

00:27:04.373 --> 00:27:04.732
Right.

00:27:05.472 --> 00:27:08.253
I'm selling into health insurers,

00:27:08.494 --> 00:27:09.214
carriers, right?

00:27:09.595 --> 00:27:12.016
That is one of my ICPs.

00:27:12.096 --> 00:27:13.236
But within that ICP,

00:27:13.256 --> 00:27:15.837
I'm understanding their annual revenue,

00:27:15.917 --> 00:27:17.258
how many employees they have.

00:27:17.278 --> 00:27:19.378
There's some things across that we're

00:27:19.419 --> 00:27:19.898
going to say,

00:27:19.939 --> 00:27:22.599
this is the ideal segment that we're

00:27:22.619 --> 00:27:22.960
looking at.

00:27:23.000 --> 00:27:24.461
Within that, who are the personas?

00:27:24.840 --> 00:27:25.842
So if it's on the B to B

00:27:25.882 --> 00:27:27.801
side, am I targeting the CFO?

00:27:27.842 --> 00:27:28.603
Am I targeting the

00:27:29.643 --> 00:27:31.105
Um, medical officer,

00:27:31.645 --> 00:27:32.968
who are my decision makers,

00:27:33.008 --> 00:27:34.750
who are my influencers on the B to

00:27:34.790 --> 00:27:35.330
C side?

00:27:35.791 --> 00:27:36.553
You know, is it Keith?

00:27:36.593 --> 00:27:37.233
Who is Keith?

00:27:37.554 --> 00:27:38.675
Am I targeting moms?

00:27:38.695 --> 00:27:40.198
Am I targeting, you know, people,

00:27:40.238 --> 00:27:40.898
sixty five plus?

00:27:40.939 --> 00:27:41.720
What does that look like?

00:27:41.779 --> 00:27:43.482
So I think we need to understand who

00:27:43.522 --> 00:27:45.806
we are talking to, what their problem is.

00:27:46.747 --> 00:27:48.769
And then how we can solve that for

00:27:48.808 --> 00:27:49.148
them.

00:27:49.528 --> 00:27:50.690
And then we can go, OK,

00:27:50.769 --> 00:27:51.750
based on who they are,

00:27:51.810 --> 00:27:53.071
let's come up with some messaging to

00:27:53.112 --> 00:27:54.073
figure out how to solve it.

00:27:54.452 --> 00:27:54.593
Right.

00:27:54.613 --> 00:27:56.094
So many you look across everyone,

00:27:56.153 --> 00:27:56.335
you know,

00:27:56.355 --> 00:27:58.135
so many websites and it's like they're

00:27:58.195 --> 00:28:00.076
revolutionizing something or they're

00:28:00.116 --> 00:28:00.958
transforming.

00:28:01.137 --> 00:28:02.118
That doesn't mean anything.

00:28:03.059 --> 00:28:04.340
It doesn't mean anything to anyone,

00:28:04.401 --> 00:28:04.780
I don't think.

00:28:04.800 --> 00:28:07.202
But so I think we're solving for it.

00:28:08.237 --> 00:28:09.198
Do you want to know why it doesn't

00:28:09.238 --> 00:28:09.617
land?

00:28:09.738 --> 00:28:11.479
Because you're talking about you if you're

00:28:11.519 --> 00:28:12.941
saying that, right?

00:28:12.980 --> 00:28:14.000
Like if you talk about me,

00:28:14.020 --> 00:28:14.961
it's the sexiest thing.

00:28:15.021 --> 00:28:16.803
It's the sexiest sound I'll hear all day.

00:28:16.843 --> 00:28:18.484
People are like, oh, no, stop here.

00:28:18.525 --> 00:28:19.325
Compliment, compliment.

00:28:19.345 --> 00:28:19.865
Like, no, it's not.

00:28:19.885 --> 00:28:20.326
Keep going.

00:28:20.465 --> 00:28:20.865
Keep going.

00:28:21.207 --> 00:28:23.488
But that you're revolutionizing blah,

00:28:23.508 --> 00:28:24.388
blah, blah, blah, blah.

00:28:24.788 --> 00:28:27.171
If Uber said we're revolutionizing taxis,

00:28:27.431 --> 00:28:28.731
people would have been like, cool story,

00:28:28.751 --> 00:28:28.992
bro.

00:28:29.012 --> 00:28:29.633
Tell it again.

00:28:30.093 --> 00:28:32.555
But how about, you know,

00:28:32.615 --> 00:28:34.115
never have to wait for a ride to

00:28:34.175 --> 00:28:36.097
somewhere you want to go again?

00:28:36.238 --> 00:28:37.019
It'd be like, whoa, whoa, whoa.

00:28:37.038 --> 00:28:37.398
What?

00:28:38.019 --> 00:28:38.859
I have that problem.

00:28:38.920 --> 00:28:40.461
Tell me, tell me a little bit more.

00:28:40.480 --> 00:28:41.721
I haven't, I'm not sold yet.

00:28:41.741 --> 00:28:43.743
That's, that's not just add by,

00:28:44.044 --> 00:28:45.525
but I'll get a little bit closer.

00:28:45.565 --> 00:28:48.166
So I think step one is stop talking

00:28:48.207 --> 00:28:48.787
about yourself.

00:28:48.826 --> 00:28:50.048
So, you know,

00:28:50.107 --> 00:28:51.429
and I'll go back to urgent care.

00:28:51.449 --> 00:28:51.869
And I also,

00:28:51.890 --> 00:28:53.131
when I was in the PT space did

00:28:53.171 --> 00:28:53.530
this too,

00:28:53.550 --> 00:28:55.593
but I remember one campaign in the urgent

00:28:55.613 --> 00:28:56.093
care space.

00:28:56.232 --> 00:28:56.653
I, you know,

00:28:56.712 --> 00:28:58.394
I came up with no summer sick days.

00:28:58.515 --> 00:28:59.395
That was our messaging.

00:28:59.635 --> 00:29:00.675
No summer sick days.

00:29:00.695 --> 00:29:01.336
Yeah.

00:29:01.477 --> 00:29:03.577
you're getting back to and all of the

00:29:03.617 --> 00:29:05.638
visuals all of the words were around like

00:29:05.659 --> 00:29:07.700
getting back to watching your kids play

00:29:07.720 --> 00:29:10.481
sports going to the beach whatever it may

00:29:10.521 --> 00:29:14.943
be it wasn't about we fix a broken

00:29:15.144 --> 00:29:17.765
arm you know we can do an x-ray

00:29:17.825 --> 00:29:19.986
we can do whatever it may be you

00:29:20.006 --> 00:29:21.866
know come in for a cough um but

00:29:21.906 --> 00:29:23.167
i think that's it so it's stop talking

00:29:23.208 --> 00:29:24.949
about yourself understand who you are

00:29:25.209 --> 00:29:28.851
trying to sell to speak their language and

00:29:28.871 --> 00:29:28.971
then

00:29:29.962 --> 00:29:30.945
You need to be where they are.

00:29:30.965 --> 00:29:33.432
And that's really what it comes down to.

00:29:33.492 --> 00:29:34.474
And it's simple, but not easy,

00:29:34.515 --> 00:29:34.936
as you said.

00:29:36.076 --> 00:29:37.077
healthcare loves to say,

00:29:37.458 --> 00:29:38.778
meet your patient where they are.

00:29:38.880 --> 00:29:40.039
And then they'll immediately start talking

00:29:40.059 --> 00:29:40.681
about themselves.

00:29:40.760 --> 00:29:41.141
And I'm like,

00:29:41.501 --> 00:29:43.222
do you think Yoda ever had to sell

00:29:43.262 --> 00:29:44.084
himself to Luke?

00:29:44.364 --> 00:29:45.525
Like he was just like,

00:29:45.805 --> 00:29:46.424
tell me about you.

00:29:46.505 --> 00:29:47.365
What do you want to become?

00:29:47.385 --> 00:29:48.606
And show me this, show me that,

00:29:48.666 --> 00:29:50.307
show me, show me, show me you, you,

00:29:50.347 --> 00:29:50.648
you.

00:29:50.949 --> 00:29:51.509
And then he spoke,

00:29:51.890 --> 00:29:53.651
he spoke Luke's words back to him.

00:29:53.671 --> 00:29:54.111
And he was like,

00:29:54.211 --> 00:29:55.913
I will follow you master Yoda,

00:29:56.232 --> 00:29:59.075
even though you're small, um, giant ears.

00:29:59.615 --> 00:30:01.076
Um, so yeah,

00:30:03.048 --> 00:30:04.530
Where do we go from here with this

00:30:04.590 --> 00:30:05.071
post?

00:30:05.231 --> 00:30:06.294
I think this post again,

00:30:06.334 --> 00:30:07.375
and I'll share it in the show notes

00:30:07.395 --> 00:30:07.756
so they can,

00:30:07.796 --> 00:30:10.400
because you gave three big sets of

00:30:10.460 --> 00:30:10.921
question.

00:30:11.260 --> 00:30:12.163
Before they found you,

00:30:12.323 --> 00:30:13.064
a bunch of questions.

00:30:13.464 --> 00:30:14.787
While they're evaluating you,

00:30:14.807 --> 00:30:15.768
a bunch of questions.

00:30:16.209 --> 00:30:17.871
After they buy or don't,

00:30:18.271 --> 00:30:19.032
a bunch of questions.

00:30:19.232 --> 00:30:20.733
to me this should be turned into a

00:30:20.773 --> 00:30:23.797
pdf checklist and you should run this

00:30:23.836 --> 00:30:26.198
question through every product service and

00:30:26.358 --> 00:30:28.299
audience if you have one product and one

00:30:28.359 --> 00:30:29.840
audience you only have to do this once

00:30:30.281 --> 00:30:31.663
if you have one product and multiple

00:30:31.702 --> 00:30:34.605
audiences again multiple times multiple

00:30:34.644 --> 00:30:37.086
products one audience still multiple times

00:30:37.106 --> 00:30:38.167
you understand what i'm saying here like

00:30:38.488 --> 00:30:39.628
you and you can do this

00:30:40.891 --> 00:30:42.212
Apple's not a computer company.

00:30:42.614 --> 00:30:45.238
They're a creating things or connecting

00:30:45.278 --> 00:30:45.959
things company,

00:30:46.159 --> 00:30:47.500
but they have different campaigns for

00:30:47.520 --> 00:30:48.102
different products.

00:30:48.281 --> 00:30:49.804
They also have multiple audiences.

00:30:50.432 --> 00:30:50.653
Right.

00:30:51.113 --> 00:30:51.913
And the, you know,

00:30:51.933 --> 00:30:53.534
and the output from this is like,

00:30:53.554 --> 00:30:54.233
where do we go from here?

00:30:54.273 --> 00:30:55.755
The output when you've answered those

00:30:55.795 --> 00:30:58.635
questions and more is you have on paper

00:30:58.715 --> 00:31:00.756
customer journeys and you have them for

00:31:00.836 --> 00:31:02.076
each of your types of customers.

00:31:02.156 --> 00:31:03.798
And there's still a little asterisk that

00:31:03.837 --> 00:31:04.198
goes,

00:31:04.958 --> 00:31:07.019
not all humans are going to behave this

00:31:07.078 --> 00:31:08.459
way, but here's some direction.

00:31:08.699 --> 00:31:08.919
Right.

00:31:09.338 --> 00:31:10.519
And I think that's, you know, the.

00:31:11.500 --> 00:31:12.762
What we want to get to is how

00:31:12.803 --> 00:31:14.425
can we understand how most of the humans

00:31:14.546 --> 00:31:15.929
are maybe behaving?

00:31:16.009 --> 00:31:17.131
And you're going to have multiple

00:31:17.171 --> 00:31:17.672
journeys.

00:31:18.173 --> 00:31:19.776
We're not going to it's not going to

00:31:19.816 --> 00:31:21.157
get us to one hundred percent.

00:31:21.597 --> 00:31:21.958
Correct.

00:31:21.978 --> 00:31:24.599
I want to say thanks to Empower EMR,

00:31:24.640 --> 00:31:25.799
talking about SaaS,

00:31:25.980 --> 00:31:28.240
software as a service for the cool kids.

00:31:28.902 --> 00:31:31.083
The EMR designed by and for physical

00:31:31.123 --> 00:31:31.563
therapists.

00:31:31.643 --> 00:31:33.564
Faster documentation, simpler billing,

00:31:34.104 --> 00:31:35.464
and more time to do what you do

00:31:35.484 --> 00:31:35.785
best.

00:31:36.224 --> 00:31:38.226
Be a physical therapist.

00:31:38.486 --> 00:31:40.227
Who would have thought?

00:31:40.267 --> 00:31:42.288
Find them online at empoweremr.com.

00:31:42.307 --> 00:31:43.588
It's empoweremr.com.

00:31:43.648 --> 00:31:45.410
They know that switching over is

00:31:45.450 --> 00:31:45.930
stressful.

00:31:46.230 --> 00:31:47.651
You can do a full test drive online.

00:31:48.432 --> 00:31:49.933
No pressure, like kick the tires,

00:31:49.973 --> 00:31:50.634
light the fires,

00:31:50.775 --> 00:31:51.795
see if you want to do it or

00:31:51.855 --> 00:31:52.056
don't.

00:31:52.516 --> 00:31:54.096
I do also like to do PSAs.

00:31:54.176 --> 00:31:56.077
This is one for an organization I've been

00:31:56.239 --> 00:31:57.499
involved with since PT school.

00:31:58.140 --> 00:31:59.661
Let's shine a light on Go Baby Go.

00:32:00.080 --> 00:32:01.261
You would love this idea.

00:32:01.602 --> 00:32:02.803
This idea is fantastic.

00:32:03.002 --> 00:32:05.605
They support kids with mobility challenges

00:32:05.644 --> 00:32:06.144
through safe,

00:32:06.204 --> 00:32:08.527
modified ride-on cars because every kid

00:32:08.547 --> 00:32:09.508
deserves to enjoy a movement,

00:32:09.867 --> 00:32:11.388
even if they roll a little differently.

00:32:11.729 --> 00:32:13.069
They essentially go into, like,

00:32:13.089 --> 00:32:14.631
they'll take the battery-powered ride-on

00:32:14.671 --> 00:32:15.031
cars...

00:32:16.104 --> 00:32:17.665
then go to home depot to get pool

00:32:17.685 --> 00:32:19.528
noodles or pvc pot like anything you need

00:32:19.567 --> 00:32:21.549
to do to rewire the car for the

00:32:21.569 --> 00:32:23.771
kid not the kid for the car and

00:32:23.791 --> 00:32:25.354
then they just give these plans away and

00:32:25.374 --> 00:32:27.154
then people do like hackathons in their

00:32:27.195 --> 00:32:30.138
own communities for kids you can't mass

00:32:30.179 --> 00:32:32.480
produce custom stuff those two things do

00:32:32.520 --> 00:32:35.463
not make sense um but you can customize

00:32:35.503 --> 00:32:36.184
stuff at scale

00:32:37.405 --> 00:32:38.346
And if you do a hackathon,

00:32:38.365 --> 00:32:39.886
so these things are just like go to

00:32:39.906 --> 00:32:41.287
Go Baby Go or just Google Go Baby

00:32:41.326 --> 00:32:41.487
Go.

00:32:41.507 --> 00:32:43.087
You'll find out where your local chapter

00:32:43.147 --> 00:32:43.248
is.

00:32:43.587 --> 00:32:44.887
I got exposed to it in PT school

00:32:44.948 --> 00:32:46.669
and my school is at Marymount University

00:32:46.689 --> 00:32:47.548
is a super site,

00:32:47.769 --> 00:32:49.309
which means they do X number of builds

00:32:49.349 --> 00:32:50.490
per year and make the X number of

00:32:50.529 --> 00:32:50.750
cars.

00:32:50.930 --> 00:32:51.450
It's pretty dope.

00:32:53.230 --> 00:32:55.171
You said marketing compounds.

00:32:56.332 --> 00:32:59.992
That sounds like a financial term.

00:33:00.788 --> 00:33:02.929
So what does marketing compounds actually

00:33:02.949 --> 00:33:03.108
mean?

00:33:03.148 --> 00:33:05.150
Like how can a one million dollar clinic

00:33:05.490 --> 00:33:07.090
start thinking that way?

00:33:07.131 --> 00:33:08.471
Because a lot of people would say in

00:33:08.531 --> 00:33:08.991
my world,

00:33:09.532 --> 00:33:11.314
I posted three times last week and it

00:33:11.354 --> 00:33:11.993
didn't work.

00:33:12.534 --> 00:33:14.816
Or I ran Facebook ads for a month

00:33:14.855 --> 00:33:15.776
and it didn't work.

00:33:17.037 --> 00:33:18.096
So I have other thoughts,

00:33:18.136 --> 00:33:19.798
but I want to hear what your idea,

00:33:19.857 --> 00:33:22.138
what you meant when you said marketing

00:33:22.180 --> 00:33:22.839
compounds.

00:33:23.577 --> 00:33:26.219
Yep, so what I think in that instance,

00:33:26.318 --> 00:33:27.019
in that post,

00:33:27.138 --> 00:33:28.660
what I meant and what I think generally

00:33:28.720 --> 00:33:31.059
I mean is if you're doing the right

00:33:31.119 --> 00:33:32.721
marketing, you're doing smart marketing,

00:33:32.740 --> 00:33:34.902
you're doing strategic marketing to the

00:33:35.082 --> 00:33:37.583
people where they are and solving problems

00:33:37.623 --> 00:33:38.022
for them,

00:33:38.343 --> 00:33:40.063
your marketing is going to continue to

00:33:40.103 --> 00:33:41.844
compound and grow for you.

00:33:42.203 --> 00:33:44.065
If you're just doing patchwork marketing

00:33:44.184 --> 00:33:46.085
or throwing things at the wall and doing

00:33:46.144 --> 00:33:47.566
three posts, wonderful,

00:33:47.605 --> 00:33:48.365
what were those posts?

00:33:48.425 --> 00:33:49.266
What else did you do?

00:33:49.346 --> 00:33:50.527
What were you saying in those posts?

00:33:51.027 --> 00:33:52.788
you know you're you're not going to see

00:33:52.827 --> 00:33:54.969
that growth um but really that's what i'm

00:33:55.449 --> 00:33:59.431
i was talking about i had a post

00:33:59.451 --> 00:34:01.352
every day we're talking a lot about posts

00:34:01.531 --> 00:34:04.553
right i knew my audience my audience

00:34:04.673 --> 00:34:06.513
typically is physical therapists and now

00:34:06.534 --> 00:34:07.973
i'm getting more into the owners or people

00:34:07.993 --> 00:34:09.255
who want to become owners of their own

00:34:09.335 --> 00:34:11.815
destiny and clinic and i said so i

00:34:11.835 --> 00:34:14.677
started the post by saying doesn't it

00:34:14.717 --> 00:34:16.797
frustrate you as a physical therapist when

00:34:16.978 --> 00:34:17.719
now i already win

00:34:18.722 --> 00:34:21.003
I earned three seconds more.

00:34:21.423 --> 00:34:22.023
If you saw that,

00:34:22.284 --> 00:34:23.664
I stopped your skull for three seconds.

00:34:24.045 --> 00:34:24.625
So I essentially said,

00:34:24.885 --> 00:34:25.985
doesn't it frustrate you as a physical

00:34:26.005 --> 00:34:28.206
therapist when people say,

00:34:28.507 --> 00:34:29.606
tried PT doesn't work.

00:34:30.106 --> 00:34:30.708
Now I've got them.

00:34:31.512 --> 00:34:32.773
they're going to read another twenty

00:34:32.813 --> 00:34:34.416
seconds because they go, yes,

00:34:34.596 --> 00:34:35.978
that is a biggest annoyance.

00:34:36.277 --> 00:34:38.239
And what I was getting at is the

00:34:38.340 --> 00:34:41.583
next your snapshot reaction now is to say,

00:34:41.884 --> 00:34:43.626
but maybe it was bad PT or what

00:34:43.686 --> 00:34:44.106
they do,

00:34:44.146 --> 00:34:45.467
or maybe you were inconsistent or maybe

00:34:45.507 --> 00:34:47.690
this or maybe that defending the entire

00:34:47.730 --> 00:34:48.190
profession.

00:34:48.958 --> 00:34:50.360
while knowing very little about the

00:34:50.400 --> 00:34:50.960
situation.

00:34:51.280 --> 00:34:51.880
And that's good.

00:34:52.081 --> 00:34:53.420
Those are great questions to ask.

00:34:53.621 --> 00:34:55.242
Those are good motivational interviewing

00:34:55.282 --> 00:34:57.262
questions to ask if that person were in

00:34:57.302 --> 00:34:59.423
front of you or at Thanksgiving or holiday

00:34:59.463 --> 00:34:59.963
dinner, right?

00:35:00.423 --> 00:35:01.045
Oh, you're a PT?

00:35:01.184 --> 00:35:03.085
Tried that, didn't work.

00:35:03.106 --> 00:35:04.646
Your reaction would be like, PT's great.

00:35:04.686 --> 00:35:05.567
You had a crappy one.

00:35:06.007 --> 00:35:06.686
Better would be,

00:35:06.768 --> 00:35:08.387
help me understand what that looked like

00:35:08.748 --> 00:35:10.648
because what I think is good and what

00:35:10.688 --> 00:35:11.269
that, right.

00:35:11.309 --> 00:35:11.849
All right,

00:35:11.929 --> 00:35:15.331
so that was the gist of the post.

00:35:15.391 --> 00:35:16.112
And then I flipped it.

00:35:17.927 --> 00:35:19.849
But what if I said to the same

00:35:20.449 --> 00:35:22.672
PT who had that visceral reaction to PT

00:35:22.693 --> 00:35:23.273
doesn't work,

00:35:23.713 --> 00:35:24.936
those people a lot of times will say

00:35:25.056 --> 00:35:26.197
content doesn't work.

00:35:26.797 --> 00:35:28.639
Marketing doesn't work.

00:35:28.699 --> 00:35:30.503
I tried it six months ago.

00:35:30.543 --> 00:35:32.864
We put a thousand dollars into it and

00:35:32.885 --> 00:35:33.847
it didn't do anything.

00:35:35.045 --> 00:35:35.726
Do you see the parallel?

00:35:35.746 --> 00:35:37.126
Well, what'd you do?

00:35:37.146 --> 00:35:38.027
Did you,

00:35:38.969 --> 00:35:40.028
did you go to your parking lot and

00:35:40.068 --> 00:35:42.331
light a hundred dollars on fire and record

00:35:42.351 --> 00:35:43.150
it and put it online?

00:35:43.411 --> 00:35:43.612
Yeah.

00:35:43.632 --> 00:35:44.592
That wouldn't work either.

00:35:45.132 --> 00:35:46.494
What'd you do?

00:35:46.534 --> 00:35:48.635
Did you understand your Simon Sinek loves

00:35:48.655 --> 00:35:48.934
to say,

00:35:48.994 --> 00:35:52.237
start with why dude is multi bestselling

00:35:52.317 --> 00:35:54.318
author, whatever Ted, one of the most why,

00:35:55.119 --> 00:35:56.860
but I'm going to go against Simon Sinek.

00:35:56.940 --> 00:35:59.081
Not really, but hold you start with who?

00:35:59.740 --> 00:36:00.021
Yes.

00:36:00.240 --> 00:36:01.201
We've talked about this.

00:36:01.300 --> 00:36:02.302
You start with,

00:36:02.442 --> 00:36:04.242
you start with who we'll do a whole

00:36:04.282 --> 00:36:04.822
episode on this.

00:36:04.862 --> 00:36:05.443
That's next week.

00:36:06.623 --> 00:36:07.443
You have to start with who,

00:36:08.503 --> 00:36:10.063
then you go to what,

00:36:10.423 --> 00:36:11.744
what are their problems, their hopes,

00:36:11.764 --> 00:36:13.005
their dreams, their bads and goods.

00:36:13.304 --> 00:36:14.666
Then no, hold on.

00:36:14.905 --> 00:36:15.846
Then you go to your thing,

00:36:16.106 --> 00:36:18.047
but what can you do about those hopes

00:36:18.067 --> 00:36:18.947
and dreams and problems?

00:36:19.407 --> 00:36:20.766
And where like a Venn diagram,

00:36:20.947 --> 00:36:22.447
which is my favorite Venn diagram.

00:36:23.079 --> 00:36:25.382
Wherever there are hopes and dreams and

00:36:25.422 --> 00:36:27.682
problems and your solutions and strengths

00:36:27.802 --> 00:36:30.664
cross, that is your shared why.

00:36:30.744 --> 00:36:33.586
That's how you get GE brings good things

00:36:33.626 --> 00:36:34.088
to life.

00:36:34.367 --> 00:36:35.628
That's how you can just do it.

00:36:35.829 --> 00:36:37.130
That's how you get think different.

00:36:37.469 --> 00:36:41.213
It is a stupid process that starts with

00:36:41.253 --> 00:36:45.175
who, crosses what, and then you can say,

00:36:45.815 --> 00:36:47.117
you can transfer that what

00:36:48.108 --> 00:36:49.369
in video, audio, text,

00:36:50.010 --> 00:36:51.269
a mime standing in front.

00:36:51.489 --> 00:36:53.150
You can do that if it makes sense.

00:36:53.690 --> 00:36:54.590
But I tried marketing.

00:36:54.630 --> 00:36:55.291
I tried content.

00:36:55.311 --> 00:36:57.532
It didn't work to the PT who says,

00:36:58.012 --> 00:36:59.253
well, maybe you had crappy PT.

00:36:59.293 --> 00:37:00.552
Like to me, it's a great,

00:37:00.592 --> 00:37:01.512
you cannot have,

00:37:01.552 --> 00:37:05.355
you cannot have both without speaking

00:37:05.375 --> 00:37:06.655
outside both sides of your mouth.

00:37:07.273 --> 00:37:08.393
Yep.

00:37:08.413 --> 00:37:10.153
Yeah, I couldn't agree more.

00:37:10.313 --> 00:37:11.934
I think the start with why is an

00:37:11.954 --> 00:37:12.695
interesting one, too.

00:37:13.054 --> 00:37:14.394
You have to start with who.

00:37:15.596 --> 00:37:16.815
And I think, you know,

00:37:16.835 --> 00:37:18.096
when I've talked to people who have said

00:37:18.155 --> 00:37:19.976
marketing doesn't work or I've tried a

00:37:19.996 --> 00:37:21.697
bunch of agencies or I went through a

00:37:21.717 --> 00:37:22.878
bunch of marketing leaders.

00:37:24.117 --> 00:37:24.277
well,

00:37:24.297 --> 00:37:25.840
help me understand what you were doing.

00:37:25.900 --> 00:37:26.320
You know, what,

00:37:26.440 --> 00:37:27.521
what did they do for you?

00:37:27.581 --> 00:37:28.581
What was the strategy?

00:37:28.641 --> 00:37:30.101
And that's a frustrating thing as a

00:37:30.121 --> 00:37:30.742
marketing leader,

00:37:30.782 --> 00:37:32.304
sort of going and going marketing hasn't

00:37:32.344 --> 00:37:34.425
worked or, you know, it's no secret.

00:37:34.445 --> 00:37:35.346
And I shared at the beginning,

00:37:35.425 --> 00:37:38.027
marketing has the shortest tenure in the

00:37:38.088 --> 00:37:40.688
C-suite and for a few reasons,

00:37:40.748 --> 00:37:42.391
but it's very misunderstood.

00:37:42.451 --> 00:37:43.471
And I think if you're not getting

00:37:43.490 --> 00:37:44.371
immediate results,

00:37:44.431 --> 00:37:45.893
you're out the door because marketing is

00:37:45.952 --> 00:37:48.775
tied to pipeline and revenue and,

00:37:48.855 --> 00:37:49.835
you know, for better or worse.

00:37:50.956 --> 00:37:52.217
And I think it's,

00:37:53.777 --> 00:37:54.057
you know,

00:37:54.237 --> 00:37:57.619
like understand what you're doing and

00:37:57.679 --> 00:37:59.099
understand also how long it's going to

00:37:59.119 --> 00:38:00.340
take before you get rid of your marketing

00:38:00.380 --> 00:38:00.519
team.

00:38:00.539 --> 00:38:01.420
But you know,

00:38:01.460 --> 00:38:02.820
why did you have so many marketers?

00:38:02.860 --> 00:38:04.360
Did you give them strategy?

00:38:04.380 --> 00:38:05.981
Did you help them understand what the

00:38:06.021 --> 00:38:07.481
strategy is so they could do what they're

00:38:07.521 --> 00:38:07.762
doing?

00:38:07.782 --> 00:38:08.081
Because yeah,

00:38:08.101 --> 00:38:09.382
if you go hire someone and go make

00:38:09.422 --> 00:38:11.302
me some posts,

00:38:11.342 --> 00:38:12.384
they're just going to make you some posts,

00:38:12.423 --> 00:38:12.543
right?

00:38:12.563 --> 00:38:14.083
You're hiring a junior level social media

00:38:14.123 --> 00:38:14.463
person.

00:38:14.523 --> 00:38:16.204
They're going to make you posts.

00:38:16.364 --> 00:38:17.005
What does that mean?

00:38:17.045 --> 00:38:18.806
What is that going to do?

00:38:18.905 --> 00:38:19.786
I did some stuff.

00:38:21.556 --> 00:38:22.577
Andrea, look, I did mark.

00:38:22.697 --> 00:38:23.297
I did marketing.

00:38:23.498 --> 00:38:23.938
Was it good?

00:38:23.958 --> 00:38:24.958
Was it good?

00:38:25.298 --> 00:38:25.780
I marketed.

00:38:25.840 --> 00:38:26.260
What'd you do today?

00:38:26.460 --> 00:38:26.820
Marketed.

00:38:28.541 --> 00:38:29.123
And you know, we won't,

00:38:29.262 --> 00:38:31.324
we won't get into hiring people and then

00:38:31.364 --> 00:38:33.246
telling them what to do and then wondering

00:38:33.266 --> 00:38:33.987
why it didn't work.

00:38:34.047 --> 00:38:34.306
Right.

00:38:34.327 --> 00:38:36.869
So that's another, I mean, I've, yeah,

00:38:36.889 --> 00:38:37.869
a lot of war stories.

00:38:37.929 --> 00:38:38.371
Of course.

00:38:38.391 --> 00:38:39.871
Do you know who Chris Doe is?

00:38:40.552 --> 00:38:40.913
I don't.

00:38:41.614 --> 00:38:42.393
Man, I'm dropping a lot.

00:38:42.454 --> 00:38:43.235
You got more homework.

00:38:44.356 --> 00:38:45.896
Chris Doe is like a graphic designer.

00:38:46.822 --> 00:38:48.385
But now he sort of helps people understand

00:38:48.405 --> 00:38:49.164
how to build a brand,

00:38:49.264 --> 00:38:51.126
talking a lot to freelancers a lot of

00:38:51.146 --> 00:38:52.989
the times or brands, whatever.

00:38:53.510 --> 00:38:54.811
And he, I think it was him,

00:38:54.871 --> 00:38:55.791
had a price guide.

00:38:56.231 --> 00:38:56.833
I'll find it.

00:38:56.893 --> 00:38:57.653
And essentially it was like,

00:38:57.954 --> 00:39:00.315
I do everything, five thousand dollars.

00:39:01.518 --> 00:39:03.259
I do everything,

00:39:03.298 --> 00:39:04.320
but you tell me how to do it.

00:39:04.561 --> 00:39:05.481
Ten thousand dollars.

00:39:05.922 --> 00:39:07.382
I'm going to charge you more.

00:39:08.327 --> 00:39:09.528
And then eventually he gets down to,

00:39:09.728 --> 00:39:10.909
I sit there and watch while you do

00:39:10.929 --> 00:39:11.250
everything.

00:39:11.349 --> 00:39:12.190
Fifty thousand dollars.

00:39:13.170 --> 00:39:13.992
Why did you hire me?

00:39:14.431 --> 00:39:15.172
Why did you hire me?

00:39:15.211 --> 00:39:15.913
Dude,

00:39:16.072 --> 00:39:17.233
I bought the house I'm sitting in right

00:39:17.273 --> 00:39:19.175
now three years ago, four years ago.

00:39:19.715 --> 00:39:21.876
And I renovated my kitchen because I was

00:39:21.896 --> 00:39:22.817
like, I don't have a lot of money.

00:39:22.956 --> 00:39:23.697
How hard could it be?

00:39:23.898 --> 00:39:24.518
Spoiler alert.

00:39:24.838 --> 00:39:26.760
Really, really, really hard.

00:39:27.364 --> 00:39:27.925
It's really hard.

00:39:28.045 --> 00:39:28.846
I don't know what I'm doing.

00:39:29.005 --> 00:39:30.007
I don't have any of the tools.

00:39:30.067 --> 00:39:31.088
I owned a hammer and a screwdriver.

00:39:31.288 --> 00:39:32.568
So when someone says your kitchen is going

00:39:32.588 --> 00:39:34.411
to cost forty grand, you're like,

00:39:34.451 --> 00:39:35.492
that's ridiculous.

00:39:35.652 --> 00:39:36.353
I could do it better,

00:39:36.393 --> 00:39:37.574
cheaper and then do it.

00:39:37.934 --> 00:39:40.737
I will never renovate a kitchen again.

00:39:40.876 --> 00:39:41.518
It's not awful.

00:39:41.617 --> 00:39:42.719
I had friends help me,

00:39:43.179 --> 00:39:44.641
but still I get it now.

00:39:46.581 --> 00:39:48.282
The problem is I think with sometimes when

00:39:48.342 --> 00:39:50.262
in marketing or kitchen renovations,

00:39:50.621 --> 00:39:52.362
if you sell, well,

00:39:52.382 --> 00:39:54.663
I'm going to demo your kitchen that costs

00:39:54.722 --> 00:39:55.664
three thousand dollars.

00:39:55.704 --> 00:39:56.923
I'm going to I'm going to haul all

00:39:56.943 --> 00:39:58.724
the garbage away from your old kitchen.

00:39:58.744 --> 00:39:59.885
That's fifteen hundred.

00:40:00.125 --> 00:40:03.686
What would it what do you want it

00:40:03.726 --> 00:40:04.766
to feel like when you wake up in

00:40:04.786 --> 00:40:06.166
the morning and you turn your coffee pot

00:40:06.246 --> 00:40:06.327
on?

00:40:07.269 --> 00:40:10.291
Clean, new, fresh.

00:40:10.751 --> 00:40:11.891
You sell clean, new, fresh.

00:40:12.150 --> 00:40:14.630
Don't sell demo, sheetrock, electrical,

00:40:14.690 --> 00:40:15.050
plumbing.

00:40:15.472 --> 00:40:16.512
If you sell those things,

00:40:16.592 --> 00:40:18.891
you'll be selling those things forever.

00:40:19.291 --> 00:40:20.371
But I sell one dream.

00:40:21.012 --> 00:40:22.172
You tell me what the dream is,

00:40:22.353 --> 00:40:23.072
I'll draw it up.

00:40:23.152 --> 00:40:24.313
And then you want it or you don't,

00:40:24.373 --> 00:40:25.353
that's my prescription.

00:40:26.373 --> 00:40:27.873
So there's a lot of words I'm using

00:40:27.893 --> 00:40:30.253
like prescription or sell that sounds like

00:40:30.273 --> 00:40:31.233
they're healthcare or marketing.

00:40:31.414 --> 00:40:32.474
They're both.

00:40:32.614 --> 00:40:33.094
Yep.

00:40:33.135 --> 00:40:34.014
Humans.

00:40:34.094 --> 00:40:34.215
Yep.

00:40:35.811 --> 00:40:35.990
All right,

00:40:36.010 --> 00:40:36.871
so we figured out what marketing

00:40:36.911 --> 00:40:37.612
compounds.

00:40:40.233 --> 00:40:43.594
What does patchwork marketing look like in

00:40:43.635 --> 00:40:44.215
the wild?

00:40:44.474 --> 00:40:46.335
You just mentioned one of the things.

00:40:47.056 --> 00:40:49.398
I'll give you your first answer,

00:40:49.458 --> 00:40:51.298
which is post a bunch of things.

00:40:51.659 --> 00:40:52.518
Post a bunch of things.

00:40:52.539 --> 00:40:53.440
What are the purposes?

00:40:53.500 --> 00:40:54.380
Where are you posting them?

00:40:54.480 --> 00:40:55.101
What do they look like?

00:40:55.181 --> 00:40:56.440
Words, pictures, videos?

00:40:56.721 --> 00:40:58.101
So that's patchwork marketing, right?

00:40:58.242 --> 00:40:59.842
I mean, what does it look like?

00:41:00.289 --> 00:41:01.831
it's throwing things at the wall

00:41:01.911 --> 00:41:02.391
essentially.

00:41:02.451 --> 00:41:02.710
Right.

00:41:02.771 --> 00:41:05.373
So people like activity,

00:41:05.592 --> 00:41:07.454
activity feels productive.

00:41:07.554 --> 00:41:07.813
Right.

00:41:07.833 --> 00:41:09.715
So I'm posting,

00:41:09.994 --> 00:41:13.297
I'm doing the things I'm creating branded

00:41:13.376 --> 00:41:14.297
tchotchkes.

00:41:14.956 --> 00:41:16.277
I'm, you know, like we,

00:41:16.378 --> 00:41:18.898
we did an ad we're featured in this

00:41:19.260 --> 00:41:19.880
magazine.

00:41:20.519 --> 00:41:23.922
Um, so patchwork marketing is, um,

00:41:25.259 --> 00:41:26.920
exactly what it sounds like.

00:41:27.221 --> 00:41:29.282
You're putting a bunch of things together.

00:41:29.782 --> 00:41:32.364
You don't have a strategy behind it.

00:41:32.405 --> 00:41:33.545
You don't know why you're doing it.

00:41:33.565 --> 00:41:34.827
You don't know if they're the right

00:41:34.867 --> 00:41:35.306
things.

00:41:35.947 --> 00:41:36.248
You know,

00:41:36.307 --> 00:41:39.030
it's sort of the extreme of just doing

00:41:39.210 --> 00:41:40.791
one thing because you think that one thing

00:41:40.851 --> 00:41:41.532
works, right?

00:41:41.572 --> 00:41:43.233
So I think in marketing,

00:41:43.293 --> 00:41:45.074
you need to be in multiple places,

00:41:45.114 --> 00:41:46.817
but you also need to understand what those

00:41:46.856 --> 00:41:48.197
places are and why you're there.

00:41:48.318 --> 00:41:48.797
Ideally,

00:41:48.818 --> 00:41:52.280
it's where your customers or prospective

00:41:52.320 --> 00:41:53.161
customers are.

00:41:53.648 --> 00:41:55.672
can I put it back to physical therapy

00:41:55.771 --> 00:41:56.432
specifically?

00:41:56.813 --> 00:41:59.356
I had a great CI and I'd be

00:41:59.396 --> 00:42:00.237
working with a patient.

00:42:00.257 --> 00:42:00.438
She,

00:42:00.577 --> 00:42:02.219
she gave me a lot of leash when

00:42:02.239 --> 00:42:03.621
she figured out she could trust me.

00:42:03.802 --> 00:42:04.762
And then every once in a while she'd

00:42:04.782 --> 00:42:05.264
come up and she goes,

00:42:05.643 --> 00:42:06.264
why are they doing that?

00:42:06.525 --> 00:42:07.827
And I got real nervous in the beginning.

00:42:08.047 --> 00:42:08.226
Like,

00:42:08.987 --> 00:42:10.469
She's asking me why I'm having the patient

00:42:10.489 --> 00:42:11.389
do that exercise.

00:42:11.789 --> 00:42:12.391
So I got real nervous.

00:42:12.431 --> 00:42:13.172
I was like, well, you know,

00:42:13.251 --> 00:42:14.251
and I started like doing like

00:42:14.291 --> 00:42:16.333
biomechanical and rolling glide.

00:42:16.373 --> 00:42:18.376
And she was just like, no,

00:42:18.456 --> 00:42:19.317
I don't know anything about the patient.

00:42:19.336 --> 00:42:19.956
I look at the charts,

00:42:19.996 --> 00:42:20.898
wanted to see why you're having them do

00:42:20.918 --> 00:42:21.918
that.

00:42:21.958 --> 00:42:22.719
I was like, oh, okay.

00:42:22.778 --> 00:42:24.001
And she would do this periodically.

00:42:24.141 --> 00:42:24.900
Why are they doing that?

00:42:25.021 --> 00:42:26.563
And I thought it was at first like

00:42:26.603 --> 00:42:29.224
an audit, but really she was just like,

00:42:30.864 --> 00:42:32.646
Just always be thinking I'm going to ask

00:42:32.686 --> 00:42:33.485
you why you're doing that.

00:42:33.585 --> 00:42:34.626
And you just need to have a simple

00:42:34.686 --> 00:42:34.947
answer.

00:42:36.208 --> 00:42:38.349
She needs really the outside of her glutes

00:42:38.590 --> 00:42:39.331
that are really weak.

00:42:39.371 --> 00:42:40.911
So I'm doing everything I can and I'm

00:42:40.931 --> 00:42:42.733
trying to make it fun to strengthen those

00:42:42.773 --> 00:42:42.932
glutes.

00:42:42.952 --> 00:42:44.554
And she was like, keep it up.

00:42:45.614 --> 00:42:48.237
Why are you doing that post?

00:42:48.257 --> 00:42:50.219
Because it says on the thing that at

00:42:50.259 --> 00:42:51.860
eleven o'clock we post on LinkedIn.

00:42:52.019 --> 00:42:53.320
And I'm like, why?

00:42:53.380 --> 00:42:54.161
Why?

00:42:54.202 --> 00:42:54.382
Why?

00:42:55.000 --> 00:42:56.101
Why?

00:42:56.541 --> 00:42:58.061
I think there is a place for patchwork

00:42:58.101 --> 00:42:59.621
marketing and it's in the marketing

00:42:59.681 --> 00:43:00.043
office.

00:43:00.543 --> 00:43:01.762
That's the place you throw a bunch of

00:43:01.782 --> 00:43:02.784
things against the wall,

00:43:03.164 --> 00:43:05.144
but then it doesn't leave that room until

00:43:05.164 --> 00:43:07.465
you go, you act like,

00:43:07.485 --> 00:43:09.887
and I have this gif queued up at

00:43:09.907 --> 00:43:10.327
all times.

00:43:10.788 --> 00:43:12.048
This is what you're supposed to look like

00:43:12.188 --> 00:43:13.568
in the office in marketing.

00:43:13.889 --> 00:43:15.230
You're supposed to look like Charlie in

00:43:15.309 --> 00:43:17.471
Always Sunny with the red lines and you're

00:43:17.530 --> 00:43:19.092
doing the thing and you're connecting the

00:43:19.152 --> 00:43:20.032
dots.

00:43:20.432 --> 00:43:22.414
That's what goes on in Jimmy's brain.

00:43:23.512 --> 00:43:26.054
What should come out is something that is

00:43:26.235 --> 00:43:29.077
digestible, clear, concise, consistent.

00:43:29.597 --> 00:43:31.860
But patchwork marketing gets patchwork

00:43:31.900 --> 00:43:32.280
results.

00:43:32.900 --> 00:43:34.262
I'll talk now to associations.

00:43:34.503 --> 00:43:37.364
Volunteer efforts get volunteer results.

00:43:38.706 --> 00:43:41.389
So patchwork marketing, patchwork results,

00:43:41.568 --> 00:43:42.208
volunteer,

00:43:42.789 --> 00:43:45.331
amateur efforts get amateur results.

00:43:45.532 --> 00:43:46.313
It's math, maths.

00:43:47.047 --> 00:43:48.268
The math, math, you know,

00:43:48.327 --> 00:43:50.090
it's also called random acts of marketing.

00:43:51.030 --> 00:43:52.711
And I think what happens, I've seen it.

00:43:52.731 --> 00:43:53.713
So I've seen it in PT.

00:43:53.773 --> 00:43:55.793
I've seen it in other other types of

00:43:55.853 --> 00:43:58.175
organizations across health care is an

00:43:58.255 --> 00:44:00.197
organization starts at zero.

00:44:00.358 --> 00:44:01.298
They're homegrown.

00:44:01.418 --> 00:44:02.300
It's a mom and pop.

00:44:02.400 --> 00:44:02.619
Right.

00:44:02.639 --> 00:44:04.762
Let's talk about PT one clinic.

00:44:05.262 --> 00:44:06.963
They do some marketing themselves.

00:44:07.143 --> 00:44:07.985
They start to grow.

00:44:08.045 --> 00:44:09.106
They grow word of mouth.

00:44:09.547 --> 00:44:10.608
There are other ways they grow.

00:44:11.489 --> 00:44:12.550
They hit a point, right?

00:44:12.590 --> 00:44:14.172
And so this is why I market myself

00:44:14.231 --> 00:44:16.255
as working with business founders who are

00:44:16.275 --> 00:44:17.476
in the three million to thirty five

00:44:17.536 --> 00:44:19.597
million revenue range.

00:44:20.338 --> 00:44:21.378
And from three to thirty five,

00:44:21.398 --> 00:44:22.539
they have very different needs and it

00:44:22.559 --> 00:44:23.300
looks very different.

00:44:23.340 --> 00:44:24.840
But I've been across all of those.

00:44:25.161 --> 00:44:25.840
At some point,

00:44:25.860 --> 00:44:27.521
you start you need to start getting very

00:44:27.541 --> 00:44:30.023
strategic and you need to start putting a

00:44:30.043 --> 00:44:31.963
strategy in place as to how you're going

00:44:32.003 --> 00:44:34.405
to maintain the patients you have and then

00:44:34.505 --> 00:44:36.025
also grow beyond that and scale.

00:44:36.065 --> 00:44:38.226
Because what got you here isn't going to

00:44:38.266 --> 00:44:38.865
get you there.

00:44:38.885 --> 00:44:41.367
And I think random acts of marketing,

00:44:41.807 --> 00:44:42.047
you know,

00:44:42.088 --> 00:44:44.909
by by luck certainly helps some people get

00:44:44.949 --> 00:44:45.648
to a certain point.

00:44:45.708 --> 00:44:46.949
It's not going to help you get to

00:44:46.989 --> 00:44:47.650
that next level.

00:44:48.293 --> 00:44:48.534
Yeah.

00:44:48.833 --> 00:44:49.833
And I have a new idea for the

00:44:49.873 --> 00:44:50.355
show name.

00:44:50.594 --> 00:44:53.275
Marketing doesn't work with Andrea.

00:44:53.295 --> 00:44:53.715
You know what I mean?

00:44:53.755 --> 00:44:55.016
Like stay the anti thing.

00:44:55.036 --> 00:44:56.376
Like we're, we're workshopping this.

00:44:56.436 --> 00:44:57.556
We had a bunch of ideas.

00:44:57.797 --> 00:44:58.936
We went to chat GPT.

00:44:59.157 --> 00:44:59.536
We got cool.

00:44:59.556 --> 00:45:02.177
Like the shift marketing, whatever.

00:45:02.257 --> 00:45:03.057
And I'm like, you know what?

00:45:03.137 --> 00:45:03.858
Marketing doesn't work.

00:45:04.197 --> 00:45:04.958
And then we're going to talk about all

00:45:04.978 --> 00:45:06.338
the ways that it actually does work if

00:45:06.358 --> 00:45:06.918
you do it right.

00:45:07.039 --> 00:45:08.679
So I want to draw people that goes,

00:45:08.778 --> 00:45:09.400
yeah, it does.

00:45:09.440 --> 00:45:10.280
Those are the people I want to talk

00:45:10.300 --> 00:45:10.400
to.

00:45:10.420 --> 00:45:11.559
The people that already agree with us.

00:45:11.820 --> 00:45:12.699
I kind of don't want to talk to

00:45:12.739 --> 00:45:12.880
you.

00:45:13.400 --> 00:45:14.161
I want you to go do.

00:45:15.961 --> 00:45:16.762
Marketing doesn't work.

00:45:16.822 --> 00:45:17.083
Great.

00:45:17.143 --> 00:45:17.983
Come, come enjoy,

00:45:18.023 --> 00:45:20.125
except I'm going to prove you wrong by

00:45:20.184 --> 00:45:22.166
showing you how it actually, what it,

00:45:22.206 --> 00:45:22.706
what it does,

00:45:22.827 --> 00:45:24.347
what it looks like when it's done well.

00:45:24.467 --> 00:45:26.150
Jimmy, it's almost like, you know,

00:45:26.690 --> 00:45:28.572
the prospect, it's almost like, you know,

00:45:28.612 --> 00:45:30.713
the audience and you're speaking to them.

00:45:31.134 --> 00:45:31.934
Right.

00:45:31.954 --> 00:45:33.175
Does it feel good though?

00:45:33.195 --> 00:45:33.896
Like,

00:45:33.956 --> 00:45:35.697
and I know we use extreme examples and

00:45:35.737 --> 00:45:36.478
sometimes that's good.

00:45:36.498 --> 00:45:37.418
And sometimes that's bad.

00:45:37.458 --> 00:45:40.300
Like talking about Apple, like it's like,

00:45:41.204 --> 00:45:42.085
In PT,

00:45:42.144 --> 00:45:43.346
it's like if you get a high school

00:45:43.365 --> 00:45:44.527
football player and they're like,

00:45:44.686 --> 00:45:46.387
I want to be Patrick Mahomes.

00:45:46.748 --> 00:45:48.110
So I'm going to do all the exercises

00:45:48.130 --> 00:45:49.431
that Patrick Mahomes is doing.

00:45:49.630 --> 00:45:50.931
And the problem in rehab with that is

00:45:50.972 --> 00:45:54.815
like you're not there yet.

00:45:54.835 --> 00:45:56.516
You don't have to do those exercises.

00:45:56.795 --> 00:45:58.257
You need to do the exercises Patrick

00:45:58.277 --> 00:46:00.358
Mahomes did when he was fifteen.

00:46:00.378 --> 00:46:01.199
Exactly.

00:46:01.239 --> 00:46:02.400
Those exercises.

00:46:02.840 --> 00:46:03.141
Right.

00:46:03.541 --> 00:46:04.061
And like, again,

00:46:04.202 --> 00:46:05.123
why are you doing that exercise?

00:46:05.163 --> 00:46:06.563
Patrick Mahomes does that.

00:46:06.764 --> 00:46:08.326
Patrick Mahomes is a freak of nature.

00:46:09.463 --> 00:46:10.943
And he also did a bunch of the

00:46:10.963 --> 00:46:11.844
basics really well.

00:46:11.864 --> 00:46:12.786
So I'm going to have you do that

00:46:12.826 --> 00:46:13.246
instead.

00:46:13.706 --> 00:46:14.766
I want to do the same thing,

00:46:14.827 --> 00:46:15.427
but marketing.

00:46:15.728 --> 00:46:16.088
So it's like,

00:46:16.307 --> 00:46:18.550
but Apple does two lines and I'm going

00:46:18.570 --> 00:46:21.192
to go cool, but they've got thirty, forty,

00:46:21.211 --> 00:46:22.592
I don't know how many years,

00:46:22.693 --> 00:46:24.175
decades worth of brand.

00:46:24.434 --> 00:46:25.896
And I like to talk about branding from

00:46:25.936 --> 00:46:27.056
where the term came from.

00:46:27.356 --> 00:46:29.679
There were some cow pokes out on the

00:46:29.739 --> 00:46:31.380
range who didn't know whose cow was who.

00:46:31.679 --> 00:46:33.882
So they heated up some iron and put

00:46:33.922 --> 00:46:35.043
their logo on things.

00:46:35.443 --> 00:46:36.945
So people look and think branding is a

00:46:36.965 --> 00:46:37.244
logo.

00:46:38.021 --> 00:46:39.583
Branding's warming it up, people.

00:46:39.842 --> 00:46:41.125
Branding's making it hot.

00:46:41.344 --> 00:46:42.327
So when it touches you,

00:46:42.646 --> 00:46:43.949
it burns itself in.

00:46:44.449 --> 00:46:45.431
You're looking at the logo.

00:46:45.510 --> 00:46:46.751
I'm looking at the verb.

00:46:47.273 --> 00:46:48.795
I want you to verb, not noun.

00:46:49.155 --> 00:46:50.157
Ooh, look at that.

00:46:50.217 --> 00:46:50.918
I just made that up.

00:46:50.978 --> 00:46:52.119
I'm not even sure if that's grammatically

00:46:52.139 --> 00:46:52.438
correct.

00:46:52.780 --> 00:46:53.800
But people will be like, well,

00:46:53.820 --> 00:46:54.882
I'm just going to do what Apple does.

00:46:54.902 --> 00:46:55.784
And I'm like, you're not there yet.

00:46:56.177 --> 00:46:56.737
You're not there.

00:46:56.777 --> 00:46:57.659
And that's why you have to build a,

00:46:57.818 --> 00:46:59.278
you know, there's, I, I, it's a,

00:47:00.260 --> 00:47:01.000
a foundation.

00:47:01.320 --> 00:47:03.061
You need to do this stuff before you

00:47:03.081 --> 00:47:04.461
can, before you can get to here.

00:47:04.501 --> 00:47:05.782
And branding is, we have to talk,

00:47:05.802 --> 00:47:06.003
we have,

00:47:06.123 --> 00:47:07.663
we'll probably have an entire episode on

00:47:07.702 --> 00:47:07.864
that.

00:47:07.903 --> 00:47:08.983
Branding is near and dear.

00:47:09.023 --> 00:47:11.005
You can't have growth without brand,

00:47:11.045 --> 00:47:12.565
but brand alone is not going to get

00:47:12.585 --> 00:47:13.025
you growth.

00:47:13.498 --> 00:47:13.679
Right.

00:47:14.000 --> 00:47:14.920
Brand's not your name.

00:47:15.181 --> 00:47:16.922
Like Google is a dumb name.

00:47:17.382 --> 00:47:18.322
It's a dumb name.

00:47:18.704 --> 00:47:19.864
That's not really what you know.

00:47:19.925 --> 00:47:21.246
Google is now the thing you have.

00:47:21.286 --> 00:47:21.867
You now have it.

00:47:22.387 --> 00:47:24.268
Like if I said Google has a cologne,

00:47:24.748 --> 00:47:26.911
you'd maybe almost be able to figure out

00:47:26.931 --> 00:47:27.411
what it was.

00:47:27.452 --> 00:47:28.813
It's like, you know, kind of like geeky.

00:47:28.952 --> 00:47:29.233
Right.

00:47:29.494 --> 00:47:31.014
Like if Google was a dude like,

00:47:31.034 --> 00:47:32.536
all right, let's go right back to this.

00:47:32.637 --> 00:47:35.259
Here's a perfect personification ad

00:47:35.298 --> 00:47:35.800
campaign.

00:47:36.099 --> 00:47:36.659
That is awesome.

00:47:37.541 --> 00:47:38.282
chef's kiss.

00:47:38.581 --> 00:47:40.822
And the timing is right to bring this

00:47:40.862 --> 00:47:42.983
back for anybody who has balls enough to,

00:47:43.003 --> 00:47:44.784
to, to take it back over.

00:47:44.804 --> 00:47:47.447
Do you remember Mac versus PC?

00:47:47.527 --> 00:47:48.146
Absolutely.

00:47:48.407 --> 00:47:49.527
Mac versus PC.

00:47:49.628 --> 00:47:50.688
We'll talk about it in the next episode.

00:47:50.708 --> 00:47:53.550
Maybe we'll show a clip was two actors,

00:47:54.130 --> 00:47:55.891
white background, nothing, nothingness.

00:47:56.012 --> 00:47:56.251
Right.

00:47:56.992 --> 00:47:58.494
And it was the actor, Justin long,

00:47:58.753 --> 00:48:00.255
who sort of like dressed like me,

00:48:00.315 --> 00:48:02.416
like just t-shirt and like unbuttoned

00:48:02.496 --> 00:48:02.976
flannel.

00:48:03.456 --> 00:48:03.876
And he's like,

00:48:04.436 --> 00:48:04.918
cool,

00:48:04.958 --> 00:48:06.199
but he was not the coolest kid in

00:48:06.239 --> 00:48:06.800
high school.

00:48:06.900 --> 00:48:07.099
He was,

00:48:07.199 --> 00:48:08.581
everybody knew him and sort of liked him,

00:48:08.842 --> 00:48:09.081
right?

00:48:09.523 --> 00:48:10.844
That's how Justin Long walks on the

00:48:10.884 --> 00:48:12.184
screen, whether you know him or not.

00:48:12.525 --> 00:48:14.248
And then this other guy walks on with

00:48:14.288 --> 00:48:16.931
like a sweater vest with a suit jacket

00:48:17.170 --> 00:48:19.132
and glasses and hair that's glued down.

00:48:19.472 --> 00:48:20.054
And they're just like,

00:48:20.434 --> 00:48:21.715
and they're just talking to each other and

00:48:21.755 --> 00:48:23.757
they just, Hey, Hey Mac, Hey PC.

00:48:23.858 --> 00:48:24.478
And,

00:48:24.739 --> 00:48:25.880
And then instead of having to talk about

00:48:25.960 --> 00:48:28.202
megabytes or processing speed or anything,

00:48:28.722 --> 00:48:31.164
Justin is doing something on his phone.

00:48:31.204 --> 00:48:32.306
And PC's like, what are you doing?

00:48:32.326 --> 00:48:33.286
He's like, I'm editing a video.

00:48:33.467 --> 00:48:34.027
On your phone?

00:48:34.467 --> 00:48:34.688
Yeah.

00:48:34.987 --> 00:48:35.949
How much did that app cost?

00:48:36.550 --> 00:48:36.989
Oh, no.

00:48:37.371 --> 00:48:38.431
You just get all the apps when you

00:48:38.451 --> 00:48:39.072
buy an iPhone.

00:48:39.192 --> 00:48:40.432
And is it hard to use?

00:48:40.452 --> 00:48:42.335
Because I spent six months learning how to

00:48:42.434 --> 00:48:43.876
use Pro Tools.

00:48:44.217 --> 00:48:45.717
And he's like, no,

00:48:45.797 --> 00:48:46.559
I'm pretty all right with it.

00:48:46.579 --> 00:48:47.960
But it took me like twelve minutes.

00:48:48.541 --> 00:48:50.521
That is framing...

00:48:51.322 --> 00:48:51.822
They may,

00:48:51.842 --> 00:48:53.543
they knew who they're not with another

00:48:53.664 --> 00:48:55.565
audience and their problems and their

00:48:55.585 --> 00:48:56.206
hopes and their dreams.

00:48:56.445 --> 00:48:58.706
They knew the villain and Microsoft

00:48:58.746 --> 00:49:00.027
spreadsheets and Microsoft word.

00:49:00.047 --> 00:49:00.987
And they're like, you know what we are?

00:49:01.208 --> 00:49:03.628
Not that chef's kiss.

00:49:04.050 --> 00:49:04.610
No notes.

00:49:05.030 --> 00:49:05.811
It's a good one.

00:49:07.030 --> 00:49:07.831
Oh, so good.

00:49:08.251 --> 00:49:09.492
I wanted to bring that back and we

00:49:09.532 --> 00:49:10.072
still might.

00:49:10.132 --> 00:49:11.172
If Patrick is listening,

00:49:11.193 --> 00:49:12.293
I'm going to send him this episode.

00:49:12.313 --> 00:49:13.574
I'm going to say Patrick at forty nine

00:49:13.614 --> 00:49:13.994
minutes in.

00:49:15.338 --> 00:49:17.340
So they make vestibular goggles.

00:49:17.661 --> 00:49:18.762
I showed you this once, right?

00:49:19.021 --> 00:49:19.643
Did, yes.

00:49:19.702 --> 00:49:21.764
They make goggles that essentially to

00:49:21.784 --> 00:49:23.266
really figure out what's wrong with

00:49:23.286 --> 00:49:24.527
someone's brain if they have a vestibular

00:49:24.567 --> 00:49:24.786
issue.

00:49:25.427 --> 00:49:26.208
If they have something wrong,

00:49:26.309 --> 00:49:27.188
if it's a vestibular issue,

00:49:27.289 --> 00:49:29.231
and if it is, where, is very difficult.

00:49:29.731 --> 00:49:31.213
The problem is, Andrea,

00:49:32.213 --> 00:49:33.014
you need to be able to look at

00:49:33.034 --> 00:49:33.755
the person's eyes.

00:49:34.014 --> 00:49:34.655
Is it spinning?

00:49:34.695 --> 00:49:35.315
Is it torquing?

00:49:35.335 --> 00:49:36.177
Is it nystagmasing?

00:49:36.217 --> 00:49:36.858
In what direction?

00:49:37.847 --> 00:49:39.489
when you have a light coming into the

00:49:39.608 --> 00:49:42.052
eyes that those movements are dampened,

00:49:42.172 --> 00:49:43.032
it's a natural human.

00:49:43.213 --> 00:49:44.815
It's a good thing for the brain, right?

00:49:45.416 --> 00:49:47.277
So you just need to see someone's eyes

00:49:47.699 --> 00:49:50.081
in the dark, which is hard.

00:49:50.302 --> 00:49:51.103
So they were like, okay,

00:49:51.182 --> 00:49:52.324
I see your eyes in the dark.

00:49:52.364 --> 00:49:53.306
And what we'll do is we'll just put

00:49:53.326 --> 00:49:54.827
them in like, almost like an Oculus.

00:49:56.018 --> 00:49:57.039
But night vision cameras,

00:49:57.179 --> 00:49:58.380
so you can look on your laptop as

00:49:58.420 --> 00:49:59.101
the clinician and go, oh,

00:49:59.121 --> 00:49:59.963
I can see your eyes in the dark.

00:50:00.302 --> 00:50:01.644
The patient sees nothingness.

00:50:01.905 --> 00:50:02.827
The eyes are like, oh,

00:50:02.867 --> 00:50:03.927
I can do the thing that I'm supposed

00:50:03.947 --> 00:50:05.110
to give away my secret of where the

00:50:05.130 --> 00:50:05.530
problem is.

00:50:06.170 --> 00:50:07.693
I said do Mac versus PC.

00:50:08.554 --> 00:50:09.876
And here's the personifications.

00:50:10.867 --> 00:50:13.351
Their vestibular first goggles are Mac.

00:50:13.972 --> 00:50:16.034
And PC are Frenzel lenses.

00:50:16.315 --> 00:50:19.297
And Frenzel lenses are like giant Coke

00:50:19.318 --> 00:50:20.880
bottle lenses that would make the person's

00:50:21.000 --> 00:50:21.820
eyes look like this.

00:50:21.860 --> 00:50:23.623
That was the solution like fifty years

00:50:23.663 --> 00:50:23.923
ago.

00:50:24.284 --> 00:50:24.864
But here's the thing.

00:50:25.125 --> 00:50:27.307
Clinics still use Frenzel lenses.

00:50:28.253 --> 00:50:29.034
They still use them.

00:50:29.275 --> 00:50:30.376
All it does is make the eye bigger.

00:50:30.416 --> 00:50:31.237
You still need light,

00:50:31.297 --> 00:50:32.978
which ruins the whole gag, right?

00:50:33.259 --> 00:50:35.581
So I was like, Patrick, Mac versus PC.

00:50:35.822 --> 00:50:37.222
Like, I don't even care.

00:50:37.262 --> 00:50:38.364
And he was like, great, you're Mac.

00:50:38.384 --> 00:50:39.105
I'm like, oh, crap.

00:50:39.164 --> 00:50:40.405
I just talked myself into a role.

00:50:40.565 --> 00:50:41.807
I don't even have a SAG card.

00:50:42.228 --> 00:50:44.510
But like, that's marketing, man.

00:50:44.530 --> 00:50:45.871
And here's the thing, though.

00:50:46.760 --> 00:50:49.702
vestibular first not new they've been

00:50:49.742 --> 00:50:51.923
around they've got street cred you can go

00:50:51.963 --> 00:50:53.945
into reddit people are if you say i

00:50:53.965 --> 00:50:55.726
need vestibular they're like people people

00:50:55.766 --> 00:50:58.228
that don't know patrick and helena jump in

00:50:58.248 --> 00:51:00.369
and go this link buy them do not

00:51:00.409 --> 00:51:02.731
question it have a nice day no no

00:51:02.871 --> 00:51:06.432
end of story they are now here trying

00:51:06.452 --> 00:51:08.414
to get here now it is appropriate to

00:51:08.454 --> 00:51:12.436
do that here no well no maybe i

00:51:12.456 --> 00:51:14.177
don't know i don't know that's a quick

00:51:14.217 --> 00:51:14.998
way equity

00:51:15.554 --> 00:51:16.956
They already have the brand equity.

00:51:16.976 --> 00:51:17.858
They might have been able to pull it

00:51:17.898 --> 00:51:18.318
off here.

00:51:18.978 --> 00:51:22.742
I think it would pop here because all

00:51:22.782 --> 00:51:26.126
their raving fans would go, yes, yes,

00:51:26.286 --> 00:51:27.128
that is it.

00:51:27.248 --> 00:51:28.528
You put my words.

00:51:29.030 --> 00:51:30.251
I hear my words coming out of your

00:51:30.291 --> 00:51:33.835
mouth is the sexiest thing on the planet.

00:51:34.315 --> 00:51:36.056
No summer sick days.

00:51:36.938 --> 00:51:38.478
is what moms are thinking.

00:51:38.960 --> 00:51:40.740
That's their problem now.

00:51:40.800 --> 00:51:42.902
It wasn't their problem seven years ago.

00:51:43.242 --> 00:51:44.664
Their problem seven years ago was where do

00:51:44.684 --> 00:51:45.505
we go on spring break?

00:51:45.965 --> 00:51:47.425
Their problem now is summer sick days.

00:51:47.626 --> 00:51:47.907
Why?

00:51:47.927 --> 00:51:49.588
Because something happened on spring break

00:51:49.648 --> 00:51:51.309
and now we got summer sick days.

00:51:51.329 --> 00:51:53.030
Their problem then was no spring break

00:51:53.070 --> 00:51:54.110
sick days, right?

00:51:55.833 --> 00:51:56.172
Yes.

00:51:56.353 --> 00:51:57.034
Now they're trying to get...

00:51:57.753 --> 00:52:00.295
But that could be a campaign for urgent

00:52:00.315 --> 00:52:02.016
care because you're talking to the mom

00:52:02.036 --> 00:52:02.998
that seven years ago,

00:52:03.438 --> 00:52:05.039
she was at Daytona Beach...

00:52:05.659 --> 00:52:07.740
right swipe right on uber uh so swipe

00:52:07.800 --> 00:52:10.302
right on tinder yeah but you could say

00:52:10.342 --> 00:52:13.543
those things if you're positioned right um

00:52:13.884 --> 00:52:15.244
all right we've got eight minutes left

00:52:15.344 --> 00:52:16.784
we're gonna do this i don't know weekly

00:52:18.523 --> 00:52:20.344
You were hesitant to do this at all

00:52:20.364 --> 00:52:21.065
because you're like,

00:52:21.125 --> 00:52:22.226
I'm not a podcast person.

00:52:22.246 --> 00:52:22.786
And I'm like, Andrea,

00:52:23.085 --> 00:52:24.467
every one of our phone calls where I

00:52:24.527 --> 00:52:25.447
randomly call you and I'm like,

00:52:25.748 --> 00:52:26.429
what do you think about that?

00:52:26.608 --> 00:52:27.449
That's a podcast.

00:52:27.849 --> 00:52:28.731
This is a podcast.

00:52:29.251 --> 00:52:30.032
That's a podcast.

00:52:31.413 --> 00:52:33.614
I will ask last question.

00:52:33.735 --> 00:52:34.675
Well, I have other questions.

00:52:35.076 --> 00:52:35.516
No, you know what?

00:52:35.536 --> 00:52:36.197
Let's jump to the game.

00:52:36.217 --> 00:52:36.998
I'm going to save this question.

00:52:37.398 --> 00:52:39.298
We're going to do a game and I

00:52:39.378 --> 00:52:40.981
think I have a stinger for it.

00:52:41.061 --> 00:52:41.621
Hang on.

00:52:41.681 --> 00:52:43.882
Hang on.

00:52:44.724 --> 00:52:45.844
Yeah, I'm just going to play this thing.

00:52:48.550 --> 00:52:48.954
Game time.

00:52:48.994 --> 00:52:50.445
It's called Mushy or Mighty.

00:52:51.492 --> 00:52:52.114
Okay.

00:52:52.153 --> 00:52:52.753
Mushy or mighty.

00:52:53.914 --> 00:52:55.175
If your clinic's marketing feels like a

00:52:55.215 --> 00:52:56.456
bunch of disconnected tactics,

00:52:56.797 --> 00:52:57.838
we can help you turn them around in

00:52:57.858 --> 00:52:59.099
a game called mushy or mighty.

00:52:59.199 --> 00:53:00.440
I'm going to read a few positioning

00:53:00.481 --> 00:53:00.880
statements.

00:53:01.181 --> 00:53:03.802
You say if it's mushy and then why,

00:53:03.862 --> 00:53:04.563
like, why is it mushy?

00:53:04.704 --> 00:53:05.644
Just a line or two.

00:53:05.704 --> 00:53:08.547
And then, or like, yeah, no,

00:53:08.606 --> 00:53:09.527
I like when you're not prepped for this.

00:53:09.547 --> 00:53:11.869
And then just tweak in one sentence.

00:53:12.190 --> 00:53:12.710
So here it is.

00:53:13.931 --> 00:53:15.813
We provide top tier rehabilitation

00:53:15.853 --> 00:53:16.994
services for all ages.

00:53:17.235 --> 00:53:18.014
Is that mushy?

00:53:18.416 --> 00:53:18.655
Why?

00:53:19.175 --> 00:53:20.996
I don't know what top tier rehabilitation

00:53:21.016 --> 00:53:21.936
services are.

00:53:21.976 --> 00:53:22.757
What does that mean?

00:53:22.777 --> 00:53:23.478
I mean, all ages, great.

00:53:23.577 --> 00:53:25.038
I know that I can take my child

00:53:25.157 --> 00:53:26.599
or my parent or whomever,

00:53:26.679 --> 00:53:27.778
but I don't know what that means.

00:53:28.659 --> 00:53:29.380
And you see,

00:53:29.460 --> 00:53:32.420
we are excellent evidence-based clinicians

00:53:32.981 --> 00:53:35.581
all over the place in job postings,

00:53:36.041 --> 00:53:37.583
in position statements on websites.

00:53:38.003 --> 00:53:40.282
We don't know what that means.

00:53:41.403 --> 00:53:44.304
We're the only PT clinic in Manhattan

00:53:44.385 --> 00:53:46.266
focused exclusively on runners returning

00:53:46.286 --> 00:53:47.186
from ACL surgery.

00:53:47.784 --> 00:53:48.085
Love it.

00:53:48.465 --> 00:53:48.746
Mighty.

00:53:49.465 --> 00:53:49.706
Why?

00:53:50.007 --> 00:53:51.347
I know exactly what they do.

00:53:52.469 --> 00:53:53.329
You speak to me.

00:53:53.530 --> 00:53:56.032
I am a runner returning from ACL surgery.

00:53:56.280 --> 00:53:56.460
Right.

00:53:56.519 --> 00:53:59.440
But I'm a fifteen year old wannabe

00:53:59.541 --> 00:54:00.181
football player.

00:54:00.320 --> 00:54:01.541
You're like, I doesn't feel like me.

00:54:01.601 --> 00:54:02.181
That sounds like.

00:54:02.202 --> 00:54:03.021
But I want everybody.

00:54:03.601 --> 00:54:05.123
You might want lots of people,

00:54:05.163 --> 00:54:06.083
but you don't want everybody.

00:54:06.103 --> 00:54:07.244
Exactly.

00:54:07.324 --> 00:54:09.264
I was told you're not pizza and you're

00:54:09.304 --> 00:54:09.523
not.

00:54:10.445 --> 00:54:12.864
Well, something else that's a little.

00:54:12.905 --> 00:54:14.106
So you can't make everybody not pizza.

00:54:14.126 --> 00:54:14.666
You're not ice cream.

00:54:14.706 --> 00:54:16.306
You can't make everybody happy except for

00:54:16.327 --> 00:54:17.146
the lactose intolerant.

00:54:17.867 --> 00:54:19.728
We use cutting edge technology to

00:54:19.788 --> 00:54:20.648
personalize care.

00:54:22.777 --> 00:54:23.679
Mushy.

00:54:23.719 --> 00:54:24.699
Mushy, right?

00:54:24.739 --> 00:54:25.280
It's close,

00:54:25.300 --> 00:54:26.541
but like you're missing things.

00:54:26.822 --> 00:54:27.623
You're missing things.

00:54:27.802 --> 00:54:28.483
I mean, you know,

00:54:28.583 --> 00:54:30.605
I think I was hesitant because I've been

00:54:30.625 --> 00:54:31.545
in health care for so long.

00:54:31.606 --> 00:54:33.068
I've heard so many versions of that.

00:54:33.128 --> 00:54:34.349
And in B to B, I think,

00:54:34.369 --> 00:54:34.548
you know,

00:54:34.588 --> 00:54:36.271
other B to B buyers might go, oh,

00:54:36.311 --> 00:54:36.952
that sounds cool.

00:54:37.132 --> 00:54:38.253
But also, I don't know what you're doing.

00:54:38.577 --> 00:54:40.880
This is also – we use cutting-edge

00:54:40.920 --> 00:54:42.461
technology to personalize care.

00:54:42.501 --> 00:54:43.563
Care for who?

00:54:43.603 --> 00:54:46.405
This feels like – I took a technical

00:54:46.425 --> 00:54:47.887
writing class in high school with Mr.

00:54:47.967 --> 00:54:48.327
Mooney,

00:54:48.748 --> 00:54:49.989
and I took it because I just didn't

00:54:50.009 --> 00:54:50.969
want to have an extra study hall.

00:54:51.349 --> 00:54:52.992
And you would do exercises like – he'd

00:54:53.012 --> 00:54:54.793
be like, hey, the exercise today,

00:54:55.534 --> 00:54:56.956
write down the instructions on how to make

00:54:56.976 --> 00:54:58.297
a peanut butter and jelly sandwich.

00:54:58.317 --> 00:54:59.057
Did you ever do this before?

00:54:59.793 --> 00:55:00.373
No.

00:55:00.413 --> 00:55:01.072
Great exercise.

00:55:01.253 --> 00:55:01.853
So you're like, well,

00:55:01.873 --> 00:55:02.393
I'm going to be done.

00:55:02.414 --> 00:55:02.693
And he's like,

00:55:02.713 --> 00:55:03.893
when you're done and it's perfect,

00:55:03.934 --> 00:55:05.034
you can leave and go roam the halls.

00:55:05.094 --> 00:55:05.434
I don't care.

00:55:05.635 --> 00:55:07.054
He knew damn well no one was going

00:55:07.074 --> 00:55:07.735
to do it perfect.

00:55:08.215 --> 00:55:09.815
So step one was like,

00:55:10.195 --> 00:55:11.655
take the jar of peanut butter and open

00:55:11.675 --> 00:55:11.735
it.

00:55:11.755 --> 00:55:12.396
And he was like, okay.

00:55:12.436 --> 00:55:13.476
And he took the jar and left the

00:55:13.496 --> 00:55:13.617
room.

00:55:13.637 --> 00:55:16.737
And you were like, what just happened?

00:55:16.777 --> 00:55:17.478
Mr. Mooney just left.

00:55:17.498 --> 00:55:18.818
He was like, you said take the jar.

00:55:19.813 --> 00:55:20.594
Yeah.

00:55:20.773 --> 00:55:21.434
Well, I left.

00:55:21.815 --> 00:55:23.155
Take the jar and wear, dumbass.

00:55:23.215 --> 00:55:24.217
And you were like, oh,

00:55:24.237 --> 00:55:25.378
he's going to do everything literally.

00:55:26.097 --> 00:55:27.579
And then level eight was like,

00:55:27.619 --> 00:55:28.780
teach me how to tie my shoes and

00:55:28.820 --> 00:55:29.360
text only.

00:55:29.380 --> 00:55:30.742
And you were like, take the lace.

00:55:30.822 --> 00:55:31.523
Oh, don't take the lace.

00:55:31.563 --> 00:55:32.043
Nobody's going to do it.

00:55:32.063 --> 00:55:32.664
Take the laces.

00:55:33.304 --> 00:55:34.625
And then you start going the other way,

00:55:34.664 --> 00:55:35.126
which is like...

00:55:36.168 --> 00:55:40.112
Grasp the left lace in your first, second,

00:55:40.132 --> 00:55:40.911
and third digit.

00:55:40.952 --> 00:55:42.594
And now when you're writing, you're like,

00:55:42.614 --> 00:55:43.273
this is insane.

00:55:43.293 --> 00:55:44.795
It's like there's a happy medium.

00:55:44.815 --> 00:55:47.056
There is a happy medium.

00:55:47.376 --> 00:55:48.038
Last one.

00:55:48.157 --> 00:55:54.802
Trusted by physicians across the region.

00:55:54.842 --> 00:55:56.864
It's mushy because I still don't know what

00:55:56.903 --> 00:55:58.184
they're trusted for.

00:55:58.625 --> 00:56:00.987
I like the endorsement that they're

00:56:01.027 --> 00:56:01.847
trusted by physicians,

00:56:01.867 --> 00:56:03.068
but that's not what I'm leading with.

00:56:03.108 --> 00:56:04.309
I don't know who you're talking to or

00:56:04.349 --> 00:56:04.969
how you can help me.

00:56:05.568 --> 00:56:06.188
I call this like,

00:56:06.668 --> 00:56:07.809
this is like an idea part.

00:56:07.929 --> 00:56:08.449
It's like when I'm like,

00:56:08.530 --> 00:56:10.070
I got twenty percent of something.

00:56:10.210 --> 00:56:11.311
And when I find the other half,

00:56:11.331 --> 00:56:11.990
it's going to be great.

00:56:12.010 --> 00:56:13.192
So let me I put this in a

00:56:13.271 --> 00:56:14.952
swipe file, like save this for what?

00:56:15.172 --> 00:56:15.672
I don't know.

00:56:16.052 --> 00:56:17.693
So you can this is four to five

00:56:17.733 --> 00:56:18.534
dentists agree.

00:56:18.813 --> 00:56:20.494
But if you're if you have to immediately

00:56:20.534 --> 00:56:23.195
preface it by saying our toothbrush or

00:56:23.255 --> 00:56:23.855
toothpaste.

00:56:24.315 --> 00:56:24.896
Exactly.

00:56:25.016 --> 00:56:25.476
Whatever.

00:56:25.635 --> 00:56:27.117
It's trusted by physicians across the

00:56:27.157 --> 00:56:27.896
region.

00:56:27.976 --> 00:56:28.177
Yep.

00:56:28.478 --> 00:56:28.699
All right.

00:56:28.719 --> 00:56:29.739
That was mushy or muddy.

00:56:29.800 --> 00:56:30.619
Maybe we'll bring that one back.

00:56:30.679 --> 00:56:31.559
Maybe we'll mix up the game.

00:56:32.320 --> 00:56:33.800
The last thing we do on the episode.

00:56:33.920 --> 00:56:34.702
Did I prep you for this?

00:56:34.842 --> 00:56:36.461
We have a thing called the parting shot.

00:56:37.422 --> 00:56:39.483
This is the parting shot.

00:56:40.003 --> 00:56:41.423
One last mic drop moment.

00:56:42.065 --> 00:56:42.885
No pressure.

00:56:43.304 --> 00:56:45.405
Just your legacy on the line.

00:56:46.637 --> 00:56:47.038
No pressure,

00:56:47.057 --> 00:56:48.260
just your entire legacy on the line.

00:56:48.280 --> 00:56:49.701
Brought to you by Brooks IHL,

00:56:49.721 --> 00:56:51.543
helping PTs lead beyond the clinic through

00:56:51.603 --> 00:56:53.244
expert coaching, leadership training,

00:56:53.304 --> 00:56:54.686
and real world business skills.

00:56:54.746 --> 00:56:55.567
Brooks IHL,

00:56:55.887 --> 00:56:57.248
where future leaders are built.

00:56:57.268 --> 00:56:59.130
Find them online at brooksihl.org.

00:56:59.150 --> 00:57:00.630
That is brooksihl.org.

00:57:00.911 --> 00:57:01.652
So the only thing you have to do

00:57:01.672 --> 00:57:02.092
here is just,

00:57:02.532 --> 00:57:04.434
what's one idea or concept you would just

00:57:04.474 --> 00:57:05.076
leave with the audience?

00:57:05.096 --> 00:57:06.297
You can reiterate something,

00:57:06.356 --> 00:57:07.617
probably with what we're talking about,

00:57:07.657 --> 00:57:07.958
but like,

00:57:08.539 --> 00:57:09.199
Here's why I do this.

00:57:09.259 --> 00:57:09.639
Number one,

00:57:09.820 --> 00:57:11.159
it tells the guests that we're wrapping

00:57:11.179 --> 00:57:11.820
the episode up.

00:57:11.920 --> 00:57:13.161
So, hey, wrap it up.

00:57:13.601 --> 00:57:16.463
Also, great clippable clip for socials,

00:57:16.523 --> 00:57:16.623
right?

00:57:16.643 --> 00:57:18.043
Because you're going to like drop the mic

00:57:18.083 --> 00:57:18.702
here.

00:57:18.804 --> 00:57:19.664
I'm going to drop the mic.

00:57:19.704 --> 00:57:20.764
I mean, it's pretty simple.

00:57:20.784 --> 00:57:23.706
So I think my one piece of advice

00:57:23.726 --> 00:57:25.226
is know your audience,

00:57:25.266 --> 00:57:26.487
know who you're talking to,

00:57:26.967 --> 00:57:28.768
and then speak to them about them.

00:57:30.489 --> 00:57:31.632
Sexiest thing they're going to hear all

00:57:31.672 --> 00:57:31.811
day.

00:57:32.253 --> 00:57:34.074
I forgot to mention something you said

00:57:34.114 --> 00:57:34.476
before.

00:57:34.835 --> 00:57:36.358
It does feel good to be busy.

00:57:36.438 --> 00:57:38.742
It feels good to do action.

00:57:39.769 --> 00:57:41.351
But make sure that action has direction,

00:57:41.411 --> 00:57:41.570
right?

00:57:41.590 --> 00:57:42.592
That's what a vector is.

00:57:42.692 --> 00:57:44.612
It's magnitude and direction.

00:57:44.652 --> 00:57:46.054
You have to have both of those things.

00:57:46.914 --> 00:57:48.275
I forget who said the first time,

00:57:48.295 --> 00:57:48.996
but it is stuck,

00:57:49.336 --> 00:57:51.978
which is make sure it doesn't look like

00:57:51.998 --> 00:57:53.278
a monkey humping a football.

00:57:53.639 --> 00:57:55.300
A lot of things happening,

00:57:55.340 --> 00:57:57.202
but nothing actually getting done, right?

00:57:57.222 --> 00:57:59.784
There's a lot of motion, which is,

00:57:59.804 --> 00:58:00.304
is it good?

00:58:00.324 --> 00:58:00.804
I don't know.

00:58:00.824 --> 00:58:01.844
The monkey's humping the football.

00:58:02.085 --> 00:58:03.045
Do we want that?

00:58:03.166 --> 00:58:03.547
Don't know.

00:58:03.567 --> 00:58:04.606
But look how much is happening.

00:58:04.626 --> 00:58:05.927
There's a lot of stuff going on.

00:58:06.268 --> 00:58:08.170
That doesn't mean it's good.

00:58:09.050 --> 00:58:09.972
I'm going to share the link in the

00:58:09.992 --> 00:58:11.693
show notes to find Andrea's post we talked

00:58:11.713 --> 00:58:11.994
about.

00:58:12.414 --> 00:58:14.137
If you want to be able to peek

00:58:14.217 --> 00:58:15.739
in on the brain of someone who's done

00:58:15.759 --> 00:58:16.981
it with small, medium,

00:58:17.101 --> 00:58:19.164
large companies across a bunch of things,

00:58:19.224 --> 00:58:20.045
but a lot in healthcare,

00:58:20.505 --> 00:58:21.746
Andrea is someone you should just...

00:58:22.086 --> 00:58:23.148
She's giving away the free.

00:58:23.588 --> 00:58:25.170
It's the free on LinkedIn.

00:58:25.271 --> 00:58:26.432
And then you double click and you're like,

00:58:27.253 --> 00:58:27.432
Yeah,

00:58:27.452 --> 00:58:29.092
I should probably have someone like Andrea

00:58:29.112 --> 00:58:29.514
on my team.

00:58:29.853 --> 00:58:30.793
You can get her what's called

00:58:30.853 --> 00:58:31.514
fractionally,

00:58:31.793 --> 00:58:34.094
which is like all of Andrea for some

00:58:34.135 --> 00:58:34.594
of the time.

00:58:34.614 --> 00:58:35.454
And then you don't have to pay for

00:58:35.534 --> 00:58:36.534
all of Andrea's time.

00:58:37.494 --> 00:58:38.474
So that's what fraction was.

00:58:39.735 --> 00:58:40.735
Andrea, thanks for doing this.

00:58:41.076 --> 00:58:41.416
Right now,

00:58:41.456 --> 00:58:42.675
the leader in the clubhouse for the name

00:58:42.695 --> 00:58:44.836
of the recurring show is marketing doesn't

00:58:45.356 --> 00:58:45.637
work.

00:58:46.297 --> 00:58:47.456
I think that's the one.

00:58:47.818 --> 00:58:48.858
We'll do it again next Monday.

00:58:48.878 --> 00:58:49.197
Thank you.

00:58:49.237 --> 00:58:49.518
Thank you.

00:58:50.358 --> 00:58:51.440
That's it for this one,

00:58:51.699 --> 00:58:53.302
but we're just getting warmed up.

00:58:53.842 --> 00:58:55.744
Smash follow, send it to a friend,

00:58:55.963 --> 00:58:57.664
or crank up the next episode.

00:58:58.146 --> 00:58:59.025
Want to go deeper?

00:58:59.507 --> 00:59:03.550
Hit us at pgpinecast.com or find us on

00:59:03.590 --> 00:59:06.152
YouTube and socials at pgpinecast.

00:59:06.572 --> 00:59:08.853
And legally, none of this was advice.

00:59:08.934 --> 00:59:10.556
It's for entertainment purposes only.

00:59:10.615 --> 00:59:12.317
Bullshit!

00:59:12.336 --> 00:59:12.938
See, Keith?

00:59:13.117 --> 00:59:14.199
We read the script.

00:59:14.478 --> 00:59:15.139
Happy now?

00:59:18.922 --> 00:59:20.023
That's it for this one,

00:59:20.282 --> 00:59:21.864
but we're just getting warmed up.

00:59:22.405 --> 00:59:24.327
Smash follow, send it to a friend,

00:59:24.547 --> 00:59:26.248
or crank up the next episode.

00:59:26.728 --> 00:59:27.610
Want to go deeper?

00:59:28.090 --> 00:59:32.114
Hit us at pgpinecast.com or find us on

00:59:32.153 --> 00:59:34.715
YouTube and socials at pgpinecast.

00:59:35.135 --> 00:59:37.418
And legally, none of this was advice.

00:59:37.498 --> 00:59:39.139
It's for entertainment purposes only.

00:59:39.179 --> 00:59:40.880
Bullshit!

00:59:40.900 --> 00:59:41.501
See, Keith?

00:59:41.702 --> 00:59:42.782
We read the script.

00:59:43.043 --> 00:59:43.724
Happy now?