April 28, 2025

Mastering Paid Ads for Physical Therapy: Will Boyd on What Works Now

Show Notes
Transcript

Will Boyd is a physical therapist turned digital marketing pro who helps clinic owners, educators, and healthcare entrepreneurs run profitable ad campaigns that convert. In this episode, Will talks about why Facebook and Google ads still dominate, why location matters more than you think, and how to scale without burning out.

WEBVTT

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You know it's going to be a

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good show when I press the

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intro twice by accident.

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That's when it's going to be a good show.

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Good morning to you guys.

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Got a pretty packed show.

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I'm pretty excited for this one.

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Guys, how you doing?

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Awesome.

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Beautiful day.

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Banger for you.

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Special guest.

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We haven't done this a ton,

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but I feel like when we do,

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it adds a little extra element, right?

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Because we like to step on

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each other's toes,

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and we're good at that.

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But then we bring an extra

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person in to step on our toes,

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and it's even better

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because we get to fawn all

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over that person.

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A banger for you.

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Will Boyd in the house.

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Going to dive headfirst into

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the wild world of paid ads.

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I feel like...

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everybody's a guru if you

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ask them you can do it

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right you can do it wrong

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you could just blow a bunch

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of money and and aim it's

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it's simple not easy so

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let's bring somebody in who

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who does it regularly uh

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ladies and gentlemen

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welcome to the uh the show

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will boyd will boyd on the

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program there he is hey

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guys I feel like a good

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morning long time listener

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first time caller

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There we go.

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We love it when people get

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the cheesy cliches that Jimmy loves.

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Will,

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you do and you've been doing a lot of

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things.

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When we were in PT school,

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I believe at the same time,

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I graduated in sixteen.

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And I just remember I feel

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like that was like the I don't know,

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it felt like it was the

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digital Wild West of PT because.

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This went from people saying

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you should never or should

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always and those never and

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always things sort of went away.

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Like never start your own

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practice at a PT school.

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And that was dissolving.

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And this whole online thing

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was a fad and then not so much.

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So like give people the

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thirty thousand foot view

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because that was nine and a

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half nine years ago or so.

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Yeah, Teal, you know,

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the long story short is just like you,

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Jimmy, I was in PT school.

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I actually knew of you, Jimmy,

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because you were the OG

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podcaster in the PT space.

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There might have been somebody before,

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but you were the one who

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took it to the next level.

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uh really gave me an

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inspiration I started a

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blog and I made it two

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posts in and was like I I

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hate writing this is taking

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it was pretty chat gbt like

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now yeah yeah but I was

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like man and I didn't feel

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like an expert and I love

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that you were interviewing

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people that seems like a

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great format so I jumped on

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that train we started a

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podcast called the nobody's

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podcast back in the day uh and that

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you know got us into this

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world of meeting people

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like tony and dave back

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when uh you know twitter

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was really the main place I

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knew how to connect with

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pts um the same as you

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graduated in school here in

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pittsburgh and um from pt

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school and then treated for

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a year and a half but

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during that time um I you

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know you guys run practice

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well tony and dave in

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particular run practices I

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worked at a private practice and

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had rotations there.

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And I just watched the

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practice owner all day.

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His thing was,

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we got to get more new

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patients in the door.

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We got to get more new

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patients in the doors.

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And this was when I was on that rotation.

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And he would take me to BNI meetings.

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We would go to community events.

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We do all these things that were great.

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And, you know, I was just like, Hey man,

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do you,

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silly question.

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Do you ever use the internet

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to get patients?

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And he's like, ah, it doesn't,

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doesn't work.

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Love it.

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Love it.

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Doesn't work.

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It doesn't work.

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And I was like,

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that seems really interesting.

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Cause like I found this

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place by going on Google

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and typing practices near me, you know,

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to like find it.

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And so I was like, that,

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that seems very contradictory.

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And

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um you know the the uh

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competitor in me was like

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that seems dumb I'm gonna

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try to prove that wrong and

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I couldn't get buy-in from

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that but I you know we were

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in a group of uh greg todd

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shout out to greg todd way

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back in the day had a

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online entrepreneur group.

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And we jumped in there and a

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lot of people starting

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their own practices.

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And I got some, you know,

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I convinced someone to let

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me spend like a hundred

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bucks of my own money to

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run some traffic for them

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to see if I could get

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patients in the door.

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And sure enough,

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you can get patients from the internet.

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It's not as easy as it sounds,

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but you could do it.

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And I, from then on, I was like, oh man.

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And that person was, hey,

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can I keep paying you?

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yes the answer to that is

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always yes the answer was

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yes and it was a lot more

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than I was going to make

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per hour as a physical

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therapist and I just had a

00:04:23.880 --> 00:04:25.041
light bulb moment of like

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What do I what am I really

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interested right now?

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Is it is it great patient

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care or is it securing kind

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of my financial?

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I had one hundred fifty

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thousand dollars doing loan debt.

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I'm sure a lot of listeners out there,

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too.

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And I thought,

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what am I more concerned

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about being a great

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practitioner or getting

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into a good financial position?

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And I just kind of made the pivot there.

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And so we create a marketing agency.

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We start working with small

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practice owners.

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We learned that small

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practice owners don't have the, you know,

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two thousand dollar a month budget.

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And so we realized, OK, we

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We can work with some clients,

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but really the best we do

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is to train people in-house,

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turn it into a coaching

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program like you see.

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And then we didn't love it.

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Honestly,

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we just had a moment where I

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think a great one is Chris Miller,

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for example.

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I've been following his post

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to you about what's going on.

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And kind of a similar moment

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where it's like we had

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success on the outside and

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inside things were going fine.

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It's just like we didn't love the model.

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We didn't love what we were.

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We also learned that the

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problem that we were fixing

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that we were setting out to solve,

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which was getting new

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patients in the door was we

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were working with a lot of

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practice owners who had sales issues,

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had front desk issues,

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had retention issues.

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So we could drive people to them, but if,

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but if we weren't able to

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help train them to solve

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those next three or four problems,

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our retention would just go, you know,

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plummet.

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And so we realized we're not

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solving a Legion issue business.

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We're a, we're a full on,

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that's where you see like Joey,

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for example, with what he's doing, it's,

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it's full on and it's got to

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be and we were realizing

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that back then and the

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thing that alex loved the

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most my business partner he

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just loved talking about

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finances and it turned out

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a lot of our practice owner

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clients didn't know a lot

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about finances go figure

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it's not like you guys know

00:06:04.516 --> 00:06:05.355
you start business no one

00:06:05.375 --> 00:06:06.175
makes you go to a business

00:06:06.196 --> 00:06:08.716
finance class and so we

00:06:08.757 --> 00:06:09.858
started training people on

00:06:09.898 --> 00:06:11.358
the financial side and over

00:06:11.377 --> 00:06:12.139
the last three years that's

00:06:12.178 --> 00:06:12.819
all we've been doing is

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helping not just pt practices but

00:06:16.382 --> 00:06:17.322
any kind of business owner

00:06:17.882 --> 00:06:19.524
out there usually doing, you know,

00:06:19.543 --> 00:06:20.264
like a couple hundred

00:06:20.303 --> 00:06:21.603
thousand a year in revenue up to,

00:06:21.983 --> 00:06:23.103
we've got clients doing thirty,

00:06:23.144 --> 00:06:23.944
forty million dollars a

00:06:23.964 --> 00:06:24.944
year doing their kind of

00:06:25.045 --> 00:06:26.004
financial coaching and

00:06:26.064 --> 00:06:27.365
fractional CFO work for them.

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So that's where we've gone

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and that's where I'm at today.

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But to say all that is I

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head up our marketing and

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advertising and sales side

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of the company.

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And so we spend anywhere

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from forty five thousand a

00:06:38.247 --> 00:06:39.348
month up to sixty thousand

00:06:39.367 --> 00:06:40.127
dollars a month on paid

00:06:40.187 --> 00:06:41.228
advertising every single month.

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All right.

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I've got I've got one

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question before Dave goes tactical.

00:06:45.942 --> 00:06:47.221
you went from a clinical

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degree to a clinical role

00:06:49.523 --> 00:06:50.882
to a non-clinical role I

00:06:50.903 --> 00:06:52.463
did the same thing did you

00:06:52.504 --> 00:06:53.723
face or do you still face

00:06:53.824 --> 00:06:55.345
like guilt on that decision

00:06:55.524 --> 00:06:56.925
and I asked this for a

00:06:56.985 --> 00:06:57.865
friend and that friend is

00:06:57.946 --> 00:07:02.307
me I I did in the beginning

00:07:02.947 --> 00:07:04.406
and then honestly like the

00:07:04.586 --> 00:07:05.788
financial side just

00:07:06.610 --> 00:07:07.911
know if I just explained it

00:07:07.951 --> 00:07:10.653
to someone the financial uh

00:07:10.673 --> 00:07:12.173
difference it was like oh

00:07:12.194 --> 00:07:13.214
yeah that makes sense right

00:07:13.235 --> 00:07:15.016
like it but yes internally

00:07:15.057 --> 00:07:16.036
there's some guilt I I

00:07:16.117 --> 00:07:17.177
still think like I keep my

00:07:17.237 --> 00:07:18.478
license and honestly I feel

00:07:18.519 --> 00:07:19.379
the most guilty about

00:07:19.459 --> 00:07:21.882
keeping my license so I

00:07:21.901 --> 00:07:22.601
feel more guilty if

00:07:22.622 --> 00:07:23.502
someone's like hey man can

00:07:23.543 --> 00:07:24.803
you I want to come over can

00:07:24.824 --> 00:07:26.045
you like treat my shoulder

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that's when I feel the most

00:07:27.365 --> 00:07:28.307
guilty where I'm like

00:07:30.105 --> 00:07:31.026
technically I can.

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Am I the person you want me to?

00:07:32.930 --> 00:07:33.089
Like,

00:07:33.170 --> 00:07:34.733
you're better off driving four hours

00:07:34.752 --> 00:07:36.014
to go see Tony and, you know,

00:07:36.334 --> 00:07:36.975
outside Dayton.

00:07:36.995 --> 00:07:41.041
Yeah, definitely in the beginning.

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And now, you know,

00:07:41.702 --> 00:07:42.764
I think I've just kind of

00:07:42.803 --> 00:07:44.466
come to a peace with like,

00:07:45.660 --> 00:07:47.100
Everyone's got, you know,

00:07:47.120 --> 00:07:47.841
as long as you find like

00:07:47.901 --> 00:07:48.701
the value that you wanna

00:07:48.721 --> 00:07:50.021
bring and you're happy with it,

00:07:50.482 --> 00:07:51.283
things are gonna work out.

00:07:51.302 --> 00:07:52.442
So, but yes, to answer your question,

00:07:52.463 --> 00:07:53.603
there's still hints of that.

00:07:53.644 --> 00:07:53.863
Yeah.

00:07:53.884 --> 00:07:54.603
Yeah.

00:07:54.624 --> 00:07:55.084
All right, Dave,

00:07:55.125 --> 00:07:56.105
you were excited for this one.

00:07:56.144 --> 00:07:57.206
You're firing up the group chat.

00:07:57.225 --> 00:07:58.485
You were like, I got questions.

00:07:58.947 --> 00:07:59.547
Will's got answers.

00:07:59.567 --> 00:08:00.968
Of course, of course.

00:08:01.028 --> 00:08:01.627
Where do we start?

00:08:02.233 --> 00:08:03.194
Well, I mean, real quick,

00:08:03.254 --> 00:08:04.153
I'm just so pumped to have

00:08:04.194 --> 00:08:06.115
Will on here going from the

00:08:06.134 --> 00:08:07.415
Nobody's podcast where I

00:08:07.475 --> 00:08:09.516
think you guys were being

00:08:09.576 --> 00:08:12.197
like super humble and you're still humble,

00:08:12.497 --> 00:08:14.079
but like massive success.

00:08:14.218 --> 00:08:15.319
And I love to see what you

00:08:15.379 --> 00:08:16.199
and Alex are building with

00:08:16.220 --> 00:08:17.141
CEO Finance Academy.

00:08:18.120 --> 00:08:20.021
awesome to hear about into

00:08:20.081 --> 00:08:21.182
kind of following your progress.

00:08:21.201 --> 00:08:22.041
But at the same time,

00:08:22.343 --> 00:08:23.023
you're still running

00:08:23.242 --> 00:08:24.663
Facebook ads or paid ads

00:08:24.702 --> 00:08:25.504
for practice owners?

00:08:25.603 --> 00:08:25.923
Is it?

00:08:26.283 --> 00:08:27.463
Are you mostly just doing

00:08:27.803 --> 00:08:29.704
the pelvic floor conditions,

00:08:29.845 --> 00:08:31.365
pelvic floor Facebook ads?

00:08:31.425 --> 00:08:32.785
Are you doing ads for

00:08:33.306 --> 00:08:34.667
outpatient ortho practices?

00:08:34.687 --> 00:08:35.947
Like what's the conditions

00:08:36.006 --> 00:08:37.048
for the practice and like

00:08:37.067 --> 00:08:37.967
different types of practices?

00:08:38.620 --> 00:08:40.202
Yeah, so for full context,

00:08:40.582 --> 00:08:43.326
I probably have seven

00:08:44.246 --> 00:08:45.207
consulting done for you,

00:08:45.227 --> 00:08:46.308
kind of advertising clients

00:08:46.328 --> 00:08:47.789
that I've kept for a long time.

00:08:47.809 --> 00:08:50.153
But we do outpatient ortho,

00:08:51.033 --> 00:08:53.735
subpelvic floor, and we can get into it.

00:08:53.796 --> 00:08:56.139
But kind of for ortho side,

00:08:56.158 --> 00:09:00.041
we're doing a little bit more of the â

00:08:58.863 --> 00:09:03.063
offers for modality type stuff,

00:09:03.144 --> 00:09:03.784
which has been working

00:09:03.865 --> 00:09:05.044
really well to get people in the door.

00:09:05.945 --> 00:09:07.225
So we can go into kind of

00:09:07.546 --> 00:09:08.365
what that's been like.

00:09:08.485 --> 00:09:10.246
But yeah, seeing everything,

00:09:10.366 --> 00:09:11.267
I don't do a ton of,

00:09:11.706 --> 00:09:12.488
I still have somebody who

00:09:12.528 --> 00:09:15.749
does geriatric kind of

00:09:15.769 --> 00:09:17.509
in-home or some mobile PT stuff.

00:09:17.528 --> 00:09:18.750
So still see all of it.

00:09:19.110 --> 00:09:20.929
If you wanted to go like big volume,

00:09:20.990 --> 00:09:22.071
obviously Joey's the guy,

00:09:22.431 --> 00:09:23.071
Joey and Robbie are the

00:09:23.091 --> 00:09:24.312
guys on like big volume,

00:09:24.331 --> 00:09:25.172
but I still have great

00:09:25.192 --> 00:09:27.173
insight into like some

00:09:27.232 --> 00:09:28.253
niche stuff and what we're doing.

00:09:30.326 --> 00:09:30.427
Yeah,

00:09:30.447 --> 00:09:32.807
and Tony has got the Shockwave and

00:09:33.028 --> 00:09:34.048
some other modalities and

00:09:34.089 --> 00:09:35.769
some other technology and equipment.

00:09:35.809 --> 00:09:37.929
So what do you see working right now?

00:09:37.970 --> 00:09:40.851
Is it specifically certain headlines,

00:09:40.871 --> 00:09:41.532
certain hooks?

00:09:42.412 --> 00:09:43.613
I always like to nerd out on

00:09:44.072 --> 00:09:45.033
what's actually working.

00:09:45.072 --> 00:09:47.653
So images instead of video

00:09:47.754 --> 00:09:48.914
ads on Facebook or Meta.

00:09:49.315 --> 00:09:50.294
Is it mostly, you know,

00:09:50.315 --> 00:09:51.255
Facebook and Instagram?

00:09:51.316 --> 00:09:53.057
Are you are you doing some, you know,

00:09:53.076 --> 00:09:53.657
some Google ads?

00:09:53.677 --> 00:09:55.096
But for the most part, like just curious,

00:09:55.116 --> 00:09:56.477
like what's actually working?

00:09:56.937 --> 00:09:57.999
I've had so I've had

00:09:58.038 --> 00:09:59.938
different folks and I don't

00:09:59.979 --> 00:10:01.220
know if I've heard it's the

00:10:01.240 --> 00:10:01.879
New York City area.

00:10:02.139 --> 00:10:03.321
Like just I've had certain

00:10:03.400 --> 00:10:06.201
marketers and folks take

00:10:06.221 --> 00:10:07.142
different stabs at it.

00:10:07.261 --> 00:10:08.042
And sometimes it works,

00:10:08.062 --> 00:10:08.682
sometimes it doesn't.

00:10:08.702 --> 00:10:09.182
But overall,

00:10:09.243 --> 00:10:11.104
it's like it's a loss every

00:10:11.144 --> 00:10:13.205
time in terms of the total spend.

00:10:13.705 --> 00:10:15.205
And it has been like the

00:10:15.245 --> 00:10:16.046
most was like ten K.

00:10:16.985 --> 00:10:17.907
last year or the year before

00:10:17.927 --> 00:10:19.047
or something where we get

00:10:19.086 --> 00:10:20.408
like one patient, you know,

00:10:20.427 --> 00:10:21.369
that pays out of pocket or

00:10:21.389 --> 00:10:22.349
has out of network insurance.

00:10:23.269 --> 00:10:25.630
So it's, it's, I need to maybe use you.

00:10:25.650 --> 00:10:26.530
Maybe I need to find someone

00:10:26.571 --> 00:10:28.292
else or Joey or Robbie or whatever.

00:10:28.392 --> 00:10:29.273
Maybe they're targeting is

00:10:29.373 --> 00:10:29.932
off or whatever.

00:10:29.993 --> 00:10:31.874
But what do you see working right now?

00:10:31.894 --> 00:10:32.794
Like what specifically?

00:10:33.618 --> 00:10:34.458
Yeah, I think so.

00:10:34.918 --> 00:10:35.658
A couple of things before we

00:10:35.678 --> 00:10:36.419
get into tactics,

00:10:36.440 --> 00:10:37.541
because I do think there

00:10:37.561 --> 00:10:38.741
are some things that matter a lot,

00:10:38.782 --> 00:10:39.902
because I can just say, hey,

00:10:39.922 --> 00:10:41.123
do these headlines and do this,

00:10:41.263 --> 00:10:42.764
and you'll still not have success.

00:10:42.783 --> 00:10:43.605
And I think that's a really

00:10:43.644 --> 00:10:44.304
big thing here.

00:10:44.706 --> 00:10:46.606
I will say, Dave, man,

00:10:46.687 --> 00:10:47.807
I have tried New York City

00:10:49.249 --> 00:10:50.409
at least ten times for

00:10:50.450 --> 00:10:51.831
different practices in New York City,

00:10:52.191 --> 00:10:54.092
not a single one has been profitable.

00:10:54.332 --> 00:10:55.653
And so now, at this point,

00:10:55.673 --> 00:10:56.975
I've just told folks in New York City,

00:10:57.014 --> 00:10:58.336
like, I'm not the guy to help you.

00:10:58.657 --> 00:10:59.716
I'm not saying it can't be doable,

00:11:00.398 --> 00:11:02.278
by no means the end all be all, but man,

00:11:02.360 --> 00:11:04.140
it is just, it's so competitive.

00:11:04.881 --> 00:11:08.884
It's so... The CPM is more

00:11:08.924 --> 00:11:11.326
expensive than most other metros.

00:11:12.312 --> 00:11:13.673
And even when you're setting parameters,

00:11:13.714 --> 00:11:14.313
like you can set where

00:11:14.333 --> 00:11:15.034
people live and where

00:11:15.054 --> 00:11:16.254
you're geographically targeting,

00:11:16.575 --> 00:11:17.816
it's so transient with

00:11:17.875 --> 00:11:18.876
commuters that you might

00:11:18.897 --> 00:11:19.756
get someone who sees that.

00:11:19.777 --> 00:11:21.337
And you can do like people only live here,

00:11:21.357 --> 00:11:22.097
but they're restricting

00:11:22.119 --> 00:11:22.879
that more and more now.

00:11:22.938 --> 00:11:23.719
So you get somebody who's

00:11:24.179 --> 00:11:25.200
maybe lives in Queens,

00:11:25.240 --> 00:11:26.780
but works in Staten Island.

00:11:26.801 --> 00:11:27.522
I don't know.

00:11:27.542 --> 00:11:27.741
Right.

00:11:27.822 --> 00:11:29.042
And they see the ad when

00:11:29.062 --> 00:11:31.102
they're in Staten Island.

00:11:31.183 --> 00:11:32.283
And it's like, hey, come in.

00:11:32.443 --> 00:11:33.125
I live in Queens.

00:11:33.144 --> 00:11:33.764
And you're like, oh,

00:11:33.784 --> 00:11:35.125
you're wasting my money on these leads.

00:11:35.166 --> 00:11:35.586
It's like that.

00:11:36.351 --> 00:11:38.092
only get so granular on on

00:11:38.192 --> 00:11:39.573
you know the the geofencing

00:11:39.653 --> 00:11:41.615
side of that and so um I've

00:11:41.635 --> 00:11:43.917
just found that uh uh it's

00:11:44.037 --> 00:11:45.398
it's it's just for your

00:11:45.418 --> 00:11:46.418
sake it's a super tough

00:11:46.438 --> 00:11:47.840
market on the facebook side

00:11:47.980 --> 00:11:49.821
and I just I'd have lower

00:11:49.841 --> 00:11:50.922
expectations but to get

00:11:50.942 --> 00:11:52.182
into tactics and what's

00:11:52.202 --> 00:11:53.903
working biggest thing is uh

00:11:53.923 --> 00:11:54.725
do you know what your sales

00:11:54.745 --> 00:11:55.784
process is and how are you

00:11:55.804 --> 00:11:56.485
putting people in your

00:11:56.525 --> 00:11:58.167
sales process and I say

00:11:58.187 --> 00:11:59.067
that because you get people

00:11:59.086 --> 00:12:00.048
who are like can you send

00:12:00.067 --> 00:12:01.109
me images can you send me

00:12:01.129 --> 00:12:02.409
videos can you send me headlines

00:12:02.909 --> 00:12:03.490
And I can.

00:12:03.971 --> 00:12:05.052
But if you set it up to just

00:12:05.091 --> 00:12:06.592
run a campaign that's like,

00:12:06.653 --> 00:12:08.455
I just want people to see it, guess what?

00:12:08.674 --> 00:12:09.475
It's not going to turn into

00:12:09.495 --> 00:12:10.517
people coming into your door.

00:12:10.917 --> 00:12:12.378
The algorithms are so smart

00:12:12.398 --> 00:12:13.980
that if you don't tell it what you want,

00:12:15.721 --> 00:12:16.341
it's going to give you

00:12:16.361 --> 00:12:17.123
whatever you tell it.

00:12:17.482 --> 00:12:18.604
So if you say, I want impressions,

00:12:18.663 --> 00:12:19.124
it's going to give you

00:12:19.163 --> 00:12:19.965
incredible impressions.

00:12:19.985 --> 00:12:20.505
And you're going to go,

00:12:20.525 --> 00:12:21.626
why didn't get any patients from it?

00:12:21.726 --> 00:12:22.687
You didn't tell Facebook

00:12:22.707 --> 00:12:24.009
that you wanted to get patients from it.

00:12:24.548 --> 00:12:26.311
And so this is where the tactical side,

00:12:26.350 --> 00:12:26.610
I think,

00:12:26.711 --> 00:12:28.231
is it's so worth if you're going

00:12:28.251 --> 00:12:29.212
to go spend money on this.

00:12:30.153 --> 00:12:31.575
that you do learn a little

00:12:31.615 --> 00:12:33.056
bit about the foundations

00:12:33.115 --> 00:12:34.738
of it to understand how to

00:12:34.758 --> 00:12:35.677
get the best out of it

00:12:35.697 --> 00:12:37.259
because if you don't you

00:12:37.279 --> 00:12:38.880
can go have chat gpt make

00:12:39.061 --> 00:12:39.860
five thousand different

00:12:39.902 --> 00:12:40.961
images all the coolest

00:12:40.981 --> 00:12:42.604
videos I've got a guy who

00:12:43.183 --> 00:12:44.965
you know spent I don't even

00:12:44.985 --> 00:12:45.785
know how much it had to be

00:12:45.865 --> 00:12:46.966
thousands of dollars on a

00:12:47.006 --> 00:12:48.748
great tv commercial style

00:12:48.788 --> 00:12:50.369
video I want to put it on

00:12:50.809 --> 00:12:52.191
facebook and and it's so

00:12:52.211 --> 00:12:53.010
great spend all this money

00:12:53.051 --> 00:12:53.652
it's going to bring people

00:12:53.672 --> 00:12:55.332
in the door and I just told

00:12:55.352 --> 00:12:55.813
him I was like

00:12:56.732 --> 00:12:58.234
I can't, I won't put money in.

00:12:58.254 --> 00:12:59.073
You can do it on your own.

00:12:59.254 --> 00:13:00.073
I won't put money into this

00:13:00.094 --> 00:13:00.835
because it won't work.

00:13:01.075 --> 00:13:02.134
Like it's not the right

00:13:02.154 --> 00:13:04.596
platform for something like this.

00:13:05.176 --> 00:13:05.956
It doesn't have a call to

00:13:05.995 --> 00:13:06.736
action of where you want to

00:13:06.756 --> 00:13:08.397
send someone into your sales process.

00:13:08.837 --> 00:13:10.618
So it looks great.

00:13:10.937 --> 00:13:11.899
You're getting a lot of people going,

00:13:11.918 --> 00:13:12.818
that was a great video.

00:13:13.038 --> 00:13:13.318
And I said,

00:13:13.339 --> 00:13:14.379
do you want people to like your

00:13:14.399 --> 00:13:14.960
video or do you want

00:13:14.980 --> 00:13:15.700
patients in the door?

00:13:15.759 --> 00:13:16.179
Difference.

00:13:16.220 --> 00:13:17.120
There's a difference there.

00:13:17.221 --> 00:13:18.701
There's a psychology difference there.

00:13:18.740 --> 00:13:19.822
Do you want to be liked or

00:13:19.841 --> 00:13:20.562
do you want to make money?

00:13:23.052 --> 00:13:23.792
Yeah, to your point, Jimmy.

00:13:23.812 --> 00:13:24.513
So Dave,

00:13:24.533 --> 00:13:25.852
I guess before we get into tactics

00:13:25.873 --> 00:13:26.332
and headlines,

00:13:26.393 --> 00:13:27.214
I think the one thing is

00:13:28.193 --> 00:13:28.913
before I say all that,

00:13:28.933 --> 00:13:29.695
because I've had this

00:13:29.875 --> 00:13:30.855
happen before where someone goes,

00:13:30.875 --> 00:13:31.495
you told me I could do

00:13:31.514 --> 00:13:32.336
these headlines and I could

00:13:32.735 --> 00:13:33.615
I could write this ad copy

00:13:33.635 --> 00:13:34.296
and it didn't work.

00:13:34.416 --> 00:13:35.736
And it's like, well,

00:13:35.756 --> 00:13:36.836
do you have the technical

00:13:36.876 --> 00:13:38.817
mechanics down for this to

00:13:38.898 --> 00:13:40.278
even possibly work?

00:13:40.479 --> 00:13:40.639
Right.

00:13:40.658 --> 00:13:41.899
And I know, Dave, you're up on that.

00:13:41.918 --> 00:13:42.580
But I think if someone's

00:13:42.600 --> 00:13:44.620
listening and they're not aware of that,

00:13:45.000 --> 00:13:46.721
you're going to go and set a you know,

00:13:46.740 --> 00:13:47.841
someone might go and said, I spent.

00:13:48.442 --> 00:13:48.601
you know,

00:13:48.621 --> 00:13:49.642
a thousand dollars this month on

00:13:49.662 --> 00:13:50.282
Facebook ads.

00:13:50.702 --> 00:13:51.923
And I set it to link clicks

00:13:52.102 --> 00:13:52.903
and I got a lot of clicks.

00:13:52.962 --> 00:13:53.602
I didn't get any,

00:13:53.822 --> 00:13:55.043
I didn't get any patients.

00:13:55.063 --> 00:13:56.524
I said, well, yeah,

00:13:56.543 --> 00:13:57.903
you told Facebook you wanted link clicks.

00:13:58.124 --> 00:13:59.904
Facebook's gonna go get you link clicks.

00:13:59.985 --> 00:14:01.245
They're not gonna go get you

00:14:01.644 --> 00:14:03.025
actual people in the door.

00:14:03.446 --> 00:14:04.086
And if you're listening,

00:14:04.105 --> 00:14:05.466
is there a setting to get patients?

00:14:05.485 --> 00:14:06.647
There's not a setting to get patients,

00:14:06.687 --> 00:14:07.506
but there's like an opt-in

00:14:07.527 --> 00:14:08.506
to track for someone to

00:14:08.547 --> 00:14:09.886
give you their name, email, phone number,

00:14:10.407 --> 00:14:11.248
book in, right?

00:14:11.268 --> 00:14:12.288
There's nuances to that.

00:14:12.307 --> 00:14:13.048
So Dave,

00:14:13.067 --> 00:14:14.227
we can get into the technical piece.

00:14:14.288 --> 00:14:15.328
I just think if someone's

00:14:15.469 --> 00:14:16.308
listening to this,

00:14:16.849 --> 00:14:18.210
It is absolutely worth going

00:14:18.250 --> 00:14:19.890
and spending a day on YouTube.

00:14:20.892 --> 00:14:21.951
Trust me, for your budget,

00:14:22.273 --> 00:14:23.594
it is worth spending a day on YouTube.

00:14:23.933 --> 00:14:25.955
How do I run a lead form campaign?

00:14:25.995 --> 00:14:27.375
How do I run a conversion

00:14:27.436 --> 00:14:28.677
campaign on Facebook?

00:14:29.136 --> 00:14:30.057
Because if you don't,

00:14:32.418 --> 00:14:33.340
it really doesn't matter.

00:14:33.399 --> 00:14:35.441
I mean, it can matter and it will matter.

00:14:35.500 --> 00:14:35.721
Obviously,

00:14:35.761 --> 00:14:37.263
if you just say absolutely nonsense,

00:14:37.283 --> 00:14:37.883
it's going to matter.

00:14:37.942 --> 00:14:39.244
But in terms of getting the

00:14:39.344 --> 00:14:40.325
outcome that you want,

00:14:41.647 --> 00:14:43.027
You can be the best copywriter.

00:14:43.148 --> 00:14:44.447
You can be the best whatever.

00:14:44.488 --> 00:14:46.067
The algorithms are so intelligent.

00:14:46.087 --> 00:14:47.688
You've probably seen this, Dave, on Google,

00:14:47.749 --> 00:14:47.869
right?

00:14:47.908 --> 00:14:48.908
If you just do link clicks,

00:14:49.089 --> 00:14:49.950
I get a bunch of link clicks.

00:14:50.049 --> 00:14:51.049
But if you start optimizing

00:14:51.090 --> 00:14:52.250
for phone calls, guess what?

00:14:52.770 --> 00:14:53.770
You start getting phone calls.

00:14:53.931 --> 00:14:54.850
The algorithms start looking

00:14:54.870 --> 00:14:55.490
for people who have a

00:14:55.551 --> 00:14:57.292
history of doing these activities.

00:14:57.871 --> 00:14:58.871
And so before you get into

00:14:58.892 --> 00:15:00.572
headlines and copy, you know,

00:15:00.592 --> 00:15:02.533
which I love all that stuff,

00:15:03.053 --> 00:15:04.333
I just see ninety plus

00:15:04.374 --> 00:15:05.214
percent of people fail

00:15:05.254 --> 00:15:06.174
because they don't even do

00:15:06.215 --> 00:15:07.274
the back end little

00:15:07.315 --> 00:15:08.674
technical pieces that set

00:15:08.715 --> 00:15:10.216
you up for those things to work.

00:15:11.157 --> 00:15:12.777
Then paid ads don't work.

00:15:12.798 --> 00:15:13.317
Paid ads don't work.

00:15:13.697 --> 00:15:14.177
Exactly.

00:15:14.197 --> 00:15:15.078
Then you air quote it and

00:15:15.119 --> 00:15:15.778
paid ads don't work.

00:15:15.798 --> 00:15:17.120
Yeah.

00:15:17.159 --> 00:15:17.399
So Dave,

00:15:17.460 --> 00:15:18.120
I know I didn't answer your

00:15:18.140 --> 00:15:18.721
question directly.

00:15:18.760 --> 00:15:19.642
I just want to give a caveat there.

00:15:19.662 --> 00:15:20.902
No, no, no, no, no.

00:15:21.062 --> 00:15:22.243
Of course it needs to be

00:15:22.302 --> 00:15:23.364
prefaced with that for sure.

00:15:23.683 --> 00:15:25.024
I think like the last couple

00:15:25.065 --> 00:15:26.186
of Facebook campaigns we had,

00:15:26.206 --> 00:15:27.385
we were optimizing just like,

00:15:27.647 --> 00:15:28.986
I think similar to the,

00:15:29.006 --> 00:15:30.087
the Google campaigns we run,

00:15:30.128 --> 00:15:31.109
like either for,

00:15:31.349 --> 00:15:32.188
I think for the most part

00:15:32.208 --> 00:15:33.309
conversions or phone calls,

00:15:33.350 --> 00:15:34.990
or in some cases, like for us,

00:15:35.350 --> 00:15:37.011
the conversion would, depending on the,

00:15:37.673 --> 00:15:39.533
uh, the, even on the Google ads,

00:15:40.014 --> 00:15:41.754
the conversion is either they actually,

00:15:42.134 --> 00:15:43.155
they converted into a phone

00:15:43.196 --> 00:15:44.616
call or the conversion was

00:15:44.636 --> 00:15:45.557
they went to our website

00:15:45.616 --> 00:15:46.837
and they filled out a lead form.

00:15:46.878 --> 00:15:47.458
So it's still a lead.

00:15:47.479 --> 00:15:49.379
Like we just, we want leads, right?

00:15:49.419 --> 00:15:50.660
We want lead, we want lead flow,

00:15:50.681 --> 00:15:51.421
we want lead volume.

00:15:51.640 --> 00:15:52.581
And so we're okay if it's,

00:15:52.662 --> 00:15:53.662
sometimes it's a phone call,

00:15:53.701 --> 00:15:55.363
sometimes it's a website

00:15:55.403 --> 00:15:57.284
form opt-in or form fill or whatever.

00:15:58.144 --> 00:15:58.504
But yeah,

00:15:58.544 --> 00:16:00.046
those things certainly make sense.

00:16:00.066 --> 00:16:02.368
So in terms of like what

00:16:02.408 --> 00:16:03.649
else you're seeing or

00:16:03.708 --> 00:16:04.889
things that are surprising

00:16:04.969 --> 00:16:06.029
or flopping or whatever,

00:16:06.090 --> 00:16:06.870
like where do you want to

00:16:06.890 --> 00:16:07.370
take it from here?

00:16:07.754 --> 00:16:08.634
yeah so what we've been

00:16:08.654 --> 00:16:09.355
seeing working really well

00:16:09.395 --> 00:16:10.576
I've got a couple people

00:16:10.596 --> 00:16:12.058
doing this one guy in

00:16:12.239 --> 00:16:14.721
arizona um we're running uh

00:16:14.782 --> 00:16:16.724
shockwave ads so uh running

00:16:16.783 --> 00:16:18.605
ads to uh shockwave for

00:16:18.645 --> 00:16:21.389
body specific uh part so uh

00:16:21.428 --> 00:16:22.629
we've got shockwave going

00:16:22.669 --> 00:16:24.552
for uh tennis elbow

00:16:25.052 --> 00:16:26.774
shockwave for uh plantar

00:16:26.794 --> 00:16:28.636
fasciitis and shockwave for

00:16:30.379 --> 00:16:32.322
knee pain and then so that's

00:16:32.342 --> 00:16:32.823
been going really well.

00:16:32.844 --> 00:16:33.927
Literally it's just images

00:16:34.187 --> 00:16:35.370
of a practitioner with the

00:16:35.389 --> 00:16:38.195
shockwave wand over the body part.

00:16:39.653 --> 00:16:40.335
And that's been working.

00:16:40.355 --> 00:16:41.855
I've tested that against a

00:16:41.895 --> 00:16:43.035
lot of different stuff.

00:16:43.056 --> 00:16:44.456
And it's just a picture of the,

00:16:44.697 --> 00:16:46.399
I think what, what it does for people is,

00:16:46.418 --> 00:16:48.820
and I, and I try to stress this to folks.

00:16:48.860 --> 00:16:50.380
I, you know, I'm a come from a fan of like,

00:16:51.062 --> 00:16:52.802
what do I believe in rehab, which is like,

00:16:53.043 --> 00:16:55.445
obviously exercise getting better,

00:16:55.504 --> 00:16:56.946
like mobility sizing.

00:16:57.426 --> 00:16:58.767
I think about what do I want as a,

00:16:59.246 --> 00:16:59.868
as a patient?

00:17:00.207 --> 00:17:00.908
I don't want to do any of that.

00:17:01.149 --> 00:17:01.908
I want someone to just make

00:17:01.928 --> 00:17:02.429
me feel better.

00:17:02.610 --> 00:17:02.809
Right.

00:17:02.929 --> 00:17:05.412
And so I think of like,

00:17:06.071 --> 00:17:07.173
do I know what I need to do?

00:17:07.333 --> 00:17:07.512
Right.

00:17:07.532 --> 00:17:08.473
But it's like, what do I want?

00:17:08.513 --> 00:17:09.074
If someone's like, hey,

00:17:09.094 --> 00:17:10.855
would you rather have this

00:17:10.894 --> 00:17:11.915
be fixed passively or not?

00:17:11.935 --> 00:17:12.615
It's just the same as us.

00:17:12.635 --> 00:17:13.557
Would you rather make income

00:17:13.576 --> 00:17:14.458
passively or actively?

00:17:14.478 --> 00:17:15.417
Well, I'd rather pass it.

00:17:15.738 --> 00:17:15.837
Right.

00:17:15.857 --> 00:17:16.519
It's like, cool.

00:17:16.558 --> 00:17:17.179
Well, hey,

00:17:17.219 --> 00:17:18.059
let me draw you in with like

00:17:18.079 --> 00:17:20.382
what's possible down the road for this.

00:17:20.422 --> 00:17:21.061
You know, it's like, hey,

00:17:21.102 --> 00:17:21.842
what's the thing that

00:17:21.883 --> 00:17:22.663
piques their interest?

00:17:22.722 --> 00:17:24.203
It's really all we're doing is saying, hey,

00:17:24.263 --> 00:17:25.345
shockwave is just a medium.

00:17:25.384 --> 00:17:26.986
And it's a it's a it's I

00:17:27.006 --> 00:17:27.665
don't say it's a gimmick

00:17:27.685 --> 00:17:28.247
because it can work,

00:17:28.287 --> 00:17:29.907
but it's a it's a it's a.

00:17:30.867 --> 00:17:31.528
a magnet, right,

00:17:31.548 --> 00:17:32.828
that catches your eyes and goes, oh,

00:17:32.848 --> 00:17:33.848
that's new, I don't know what that is.

00:17:33.868 --> 00:17:35.369
Oh, maybe that's the fix, right?

00:17:35.930 --> 00:17:36.569
And really what we're doing

00:17:36.589 --> 00:17:37.670
is getting people to say, oh,

00:17:38.009 --> 00:17:39.310
I have knee pain, or hey,

00:17:39.431 --> 00:17:40.490
I have plantar fasciitis.

00:17:40.611 --> 00:17:41.631
What is this new thing that

00:17:41.671 --> 00:17:42.852
might be able to help me with that?

00:17:42.912 --> 00:17:43.832
And I always joke,

00:17:43.852 --> 00:17:44.551
if it were me and I had to

00:17:44.571 --> 00:17:45.272
start a practice tomorrow,

00:17:45.313 --> 00:17:46.073
I'd start an E-STEM

00:17:46.113 --> 00:17:47.252
practice or a shockwave

00:17:47.292 --> 00:17:48.374
practice that just happens

00:17:48.394 --> 00:17:49.433
to have physical therapy.

00:17:49.993 --> 00:17:50.535
Because I know I could

00:17:50.555 --> 00:17:51.454
acquire patients really

00:17:51.494 --> 00:17:53.436
fast and then help talk to them,

00:17:53.457 --> 00:17:54.538
get to build those relationships.

00:17:54.577 --> 00:17:56.000
It would just be a break

00:17:56.059 --> 00:17:57.540
even front end magnet to

00:17:57.560 --> 00:17:59.522
get people into the door to do that.

00:17:59.983 --> 00:18:00.904
And I know that goes against

00:18:01.825 --> 00:18:03.567
a lot of the like what's

00:18:04.607 --> 00:18:06.930
Ethical, not ethical or, you know, well,

00:18:06.990 --> 00:18:08.109
is that evidence based practice?

00:18:08.170 --> 00:18:08.711
And again,

00:18:08.730 --> 00:18:10.011
it's the difference between business and,

00:18:10.132 --> 00:18:11.853
you know,

00:18:11.873 --> 00:18:13.013
what's the right treatment plan

00:18:13.054 --> 00:18:13.554
for someone?

00:18:14.134 --> 00:18:15.375
And I just look at for me,

00:18:15.615 --> 00:18:16.895
if what I know on the front

00:18:16.935 --> 00:18:18.237
end side of if I had to go

00:18:18.297 --> 00:18:19.597
in and scale something fast,

00:18:19.617 --> 00:18:21.058
it would be through

00:18:21.239 --> 00:18:22.299
modalities from the sense

00:18:22.339 --> 00:18:23.340
of I would draw people in

00:18:23.381 --> 00:18:24.761
with modalities because it

00:18:24.781 --> 00:18:25.582
gets people interested.

00:18:25.602 --> 00:18:26.143
They're hooked on.

00:18:26.163 --> 00:18:26.242
Now,

00:18:26.262 --> 00:18:27.182
you might say that's not my ideal

00:18:27.223 --> 00:18:27.503
patient.

00:18:28.290 --> 00:18:28.830
Different story.

00:18:28.871 --> 00:18:30.192
Totally, totally could believe that.

00:18:30.231 --> 00:18:32.492
But that's something to think about.

00:18:34.074 --> 00:18:34.773
Not the end all be all,

00:18:34.794 --> 00:18:35.854
but that's the route I would go.

00:18:36.013 --> 00:18:37.454
So for context, just to give you an idea,

00:18:37.515 --> 00:18:39.476
we get leads for about for

00:18:39.496 --> 00:18:40.616
a ninety seven dollar

00:18:40.896 --> 00:18:42.958
shockwave treatment session.

00:18:43.518 --> 00:18:43.678
Right.

00:18:43.698 --> 00:18:44.877
We get leads for about forty

00:18:44.917 --> 00:18:45.939
five to fifty bucks.

00:18:46.159 --> 00:18:47.559
About one out of three comes in.

00:18:48.099 --> 00:18:50.621
So we lose about fifty dollars on that.

00:18:50.681 --> 00:18:51.381
So it costs about one

00:18:51.401 --> 00:18:52.061
hundred fifty dollars.

00:18:52.082 --> 00:18:52.642
Get them in the door.

00:18:52.682 --> 00:18:53.741
But they pay ninety seven

00:18:53.801 --> 00:18:55.022
for the shockwave treatment.

00:18:55.123 --> 00:18:56.703
treatment and then the

00:18:56.743 --> 00:18:57.884
clinic it depends on the

00:18:57.903 --> 00:18:58.944
clinic in terms of upsell

00:18:58.984 --> 00:18:59.904
rate but you know we're

00:18:59.924 --> 00:19:00.965
looking at usually one out

00:19:01.006 --> 00:19:02.846
of three if it's cash one

00:19:02.866 --> 00:19:03.846
out of three ends up in a

00:19:03.987 --> 00:19:05.548
sort of a cash plan if it's

00:19:05.567 --> 00:19:07.009
uh like insurance and it's

00:19:07.088 --> 00:19:07.888
usually closer to one out

00:19:07.929 --> 00:19:08.910
of one you know one out of

00:19:08.950 --> 00:19:10.871
two one point one five that

00:19:10.911 --> 00:19:11.810
end up converting into a

00:19:11.851 --> 00:19:13.172
plan of care and so that

00:19:13.211 --> 00:19:15.732
becomes kind of our break even uh

00:19:17.144 --> 00:19:18.286
Technically, it's a loss leader,

00:19:18.326 --> 00:19:19.747
but it's really a kind of

00:19:19.767 --> 00:19:20.587
break even if you look at

00:19:20.607 --> 00:19:21.368
all things considered.

00:19:21.429 --> 00:19:22.250
So that's been working

00:19:22.289 --> 00:19:23.371
really well on that front.

00:19:23.411 --> 00:19:24.451
So if you're ortho and you

00:19:24.490 --> 00:19:26.192
have shockwave or you have

00:19:26.712 --> 00:19:28.035
Graston or Easton or

00:19:28.095 --> 00:19:30.036
something like putting that image up,

00:19:30.436 --> 00:19:30.876
again, though,

00:19:30.997 --> 00:19:31.718
you can do all that if you

00:19:31.738 --> 00:19:32.417
don't have the technical

00:19:32.438 --> 00:19:34.599
background to tell them what you want,

00:19:34.619 --> 00:19:35.480
which is a lead to get an

00:19:35.560 --> 00:19:36.241
email phone number.

00:19:36.761 --> 00:19:37.663
You just get a lot of people going,

00:19:37.682 --> 00:19:39.503
this looks cool and go, hey.

00:19:40.144 --> 00:19:40.444
And you go, hey,

00:19:40.464 --> 00:19:41.685
I don't have any patients from it,

00:19:41.746 --> 00:19:42.546
and it doesn't work.

00:19:42.586 --> 00:19:44.527
So you can have all the cool images.

00:19:44.906 --> 00:19:45.906
I will say, historically,

00:19:46.126 --> 00:19:47.167
what's honestly worked the best,

00:19:47.208 --> 00:19:48.847
and this just blows people's mind,

00:19:48.887 --> 00:19:51.909
whatever you're advertising, in my time,

00:19:51.949 --> 00:19:53.269
historically, the number one thing,

00:19:54.049 --> 00:19:56.510
and Joey and I are still in

00:19:56.530 --> 00:19:57.691
some ad accounts at the same time,

00:19:57.711 --> 00:19:58.471
and I still see some of my

00:19:58.571 --> 00:19:59.991
old ads from three years ago running,

00:20:00.011 --> 00:20:01.232
which just blows my mind.

00:20:01.633 --> 00:20:03.133
It's literally a color background,

00:20:03.252 --> 00:20:04.513
so just the Facebook square.

00:20:05.902 --> 00:20:07.183
color like purple or

00:20:07.223 --> 00:20:08.605
whatever and it just says

00:20:09.066 --> 00:20:10.166
ninety seven dollar or

00:20:10.347 --> 00:20:11.828
whatever the offer is right

00:20:11.849 --> 00:20:12.810
just literally written out

00:20:13.010 --> 00:20:14.373
for people with this who

00:20:14.413 --> 00:20:16.134
live in this area and

00:20:16.555 --> 00:20:18.798
highest uh like return on

00:20:18.817 --> 00:20:20.359
investment are just the dumbest

00:20:21.060 --> 00:20:22.761
You can go to all the chat GPT stuff,

00:20:22.821 --> 00:20:23.883
all the crazy stuff.

00:20:24.843 --> 00:20:25.604
I still have an ad that's

00:20:25.624 --> 00:20:27.164
been running for four and a

00:20:27.325 --> 00:20:30.626
half years for pelvic floor

00:20:30.646 --> 00:20:31.406
that just says,

00:20:31.426 --> 00:20:32.667
a ninety seven dollar

00:20:32.728 --> 00:20:33.989
pelvic floor assessment for

00:20:34.048 --> 00:20:36.530
women in blank area who are

00:20:36.550 --> 00:20:37.932
dealing with leakage,

00:20:38.451 --> 00:20:40.573
incontinence and pain with

00:20:40.613 --> 00:20:42.815
intercourse or pain with intimacy.

00:20:42.914 --> 00:20:43.174
Right.

00:20:43.654 --> 00:20:44.776
Four and a half years still

00:20:44.796 --> 00:20:47.616
driving in over, you know,

00:20:47.656 --> 00:20:49.097
for six hundred dollars a month,

00:20:49.198 --> 00:20:50.759
still driving in over like

00:20:50.818 --> 00:20:53.401
seventy leads a month and cranking away.

00:20:53.421 --> 00:20:55.961
So just because he can test

00:20:56.103 --> 00:20:57.123
all different creators, all the stuff,

00:20:57.143 --> 00:20:58.304
sometimes it's just the dumbest,

00:20:58.324 --> 00:21:00.845
simplest thing that that can do the best.

00:21:00.865 --> 00:21:01.066
So, Dave,

00:21:01.625 --> 00:21:02.646
that's that's what's working on

00:21:02.686 --> 00:21:03.747
the ortho shock wave side.

00:21:06.088 --> 00:21:07.209
I still think that's one of

00:21:07.249 --> 00:21:09.190
the best plays if you have

00:21:09.230 --> 00:21:11.192
that and you and it goes with your

00:21:12.958 --> 00:21:13.999
know company values in the

00:21:14.038 --> 00:21:14.839
sense of like if you're

00:21:14.859 --> 00:21:15.861
like we're all sports

00:21:15.881 --> 00:21:16.500
performance we don't

00:21:16.520 --> 00:21:17.241
believe in that don't you

00:21:17.261 --> 00:21:19.123
know obviously I would

00:21:19.144 --> 00:21:20.104
never encourage someone to

00:21:20.124 --> 00:21:20.984
go against kind of like

00:21:21.125 --> 00:21:22.046
what your brand image is

00:21:22.066 --> 00:21:22.826
and what you want to be but

00:21:23.307 --> 00:21:24.087
if you were just hey I just

00:21:24.127 --> 00:21:24.868
need more patients in the

00:21:24.888 --> 00:21:25.388
door and I don't really

00:21:25.429 --> 00:21:27.371
care that's what I'll do I

00:21:27.391 --> 00:21:28.652
can hear the evidence-based

00:21:28.672 --> 00:21:30.012
practice clinicians saying

00:21:30.133 --> 00:21:31.914
but it's not evidence-based

00:21:31.994 --> 00:21:33.556
and I would say uh it's

00:21:33.596 --> 00:21:34.196
hard to provide

00:21:34.217 --> 00:21:35.218
evidence-based practice if

00:21:35.298 --> 00:21:37.398
no one's in your clinic

00:21:37.460 --> 00:21:38.440
right and then also

00:21:39.451 --> 00:21:40.852
Keep it simple, stupid, right?

00:21:40.951 --> 00:21:41.372
What do you do?

00:21:41.412 --> 00:21:43.472
We buy houses, as in, take cash,

00:21:44.032 --> 00:21:45.032
insert town, right?

00:21:45.093 --> 00:21:45.252
Like,

00:21:46.213 --> 00:21:47.273
sometimes we can be our own worst

00:21:47.334 --> 00:21:48.855
enemy and overthink this thing.

00:21:48.894 --> 00:21:49.674
There's so many people who

00:21:49.694 --> 00:21:50.496
would come in when I was in

00:21:50.536 --> 00:21:53.517
radio with all these ornate ideas for ads,

00:21:53.676 --> 00:21:55.218
especially radio ads, one-dimensional.

00:21:55.897 --> 00:21:57.298
And it was always, well,

00:21:57.598 --> 00:21:58.159
I shouldn't say always.

00:21:58.358 --> 00:21:58.959
Most of the time,

00:21:59.038 --> 00:22:00.420
it was the simplest thing

00:22:00.500 --> 00:22:01.420
that cut through.

00:22:01.800 --> 00:22:03.580
Great taste, less filling.

00:22:03.800 --> 00:22:04.942
Miller Lite, the end.

00:22:06.363 --> 00:22:07.144
What else you got, Dave?

00:22:07.604 --> 00:22:08.184
Yeah, we'll hear.

00:22:08.945 --> 00:22:10.106
Tony, any thoughts,

00:22:10.126 --> 00:22:12.309
any feedback on the shockwave ads?

00:22:12.329 --> 00:22:13.872
I mean, he's describing your offer.

00:22:14.553 --> 00:22:15.753
I know, I know shockwave,

00:22:16.153 --> 00:22:17.336
Matt duro and the team over there.

00:22:17.375 --> 00:22:19.038
I know they've I thought

00:22:19.077 --> 00:22:21.039
they used to say they would pitch like,

00:22:21.359 --> 00:22:21.560
you know,

00:22:21.580 --> 00:22:23.041
make it a forty nine dollar offer.

00:22:23.682 --> 00:22:24.944
But but Tony, any questions,

00:22:24.984 --> 00:22:26.066
any any feedback for Will?

00:22:26.769 --> 00:22:27.970
The thing I would love to get,

00:22:28.049 --> 00:22:29.770
since you're the finance guy, Will,

00:22:30.451 --> 00:22:32.353
how do you help clinicians?

00:22:32.413 --> 00:22:36.435
I mean, I come from this very conservative,

00:22:36.496 --> 00:22:37.537
I can't spend money,

00:22:37.596 --> 00:22:38.917
I've got to save everything.

00:22:39.278 --> 00:22:40.298
I'd rather save a hundred

00:22:40.318 --> 00:22:41.901
bucks than earn a hundred bucks.

00:22:41.921 --> 00:22:42.121
Yeah.

00:22:42.480 --> 00:22:43.941
how do you help clinicians

00:22:44.000 --> 00:22:45.981
rationalize okay whatever

00:22:46.102 --> 00:22:47.701
the the equipment is that's

00:22:47.741 --> 00:22:49.982
a big expense to say I'm

00:22:50.002 --> 00:22:51.143
gonna buy this and you're

00:22:51.163 --> 00:22:52.363
the first person outside of

00:22:52.403 --> 00:22:53.682
me that I've heard say look

00:22:53.722 --> 00:22:54.442
if I was starting a

00:22:54.482 --> 00:22:56.284
practice today I would buy

00:22:56.324 --> 00:22:57.584
a piece of this technology

00:22:57.703 --> 00:22:58.683
and it would be my full

00:22:58.723 --> 00:22:59.964
business it's a business in

00:23:00.005 --> 00:23:01.505
a box that I'm buying and I

00:23:01.545 --> 00:23:02.964
build everything around

00:23:03.384 --> 00:23:05.385
shockwave nufit biodex

00:23:05.445 --> 00:23:06.685
whatever it is that I'm getting

00:23:07.425 --> 00:23:08.467
How do you help them with

00:23:08.487 --> 00:23:09.508
the financial and the

00:23:09.587 --> 00:23:11.650
emotional aspect of I'm

00:23:11.670 --> 00:23:12.871
going to invest this huge

00:23:12.911 --> 00:23:14.251
amount of money and I'm

00:23:14.291 --> 00:23:15.232
going to have to pay for

00:23:15.313 --> 00:23:16.594
ads on top of it.

00:23:17.134 --> 00:23:18.915
But it's going to give me

00:23:19.317 --> 00:23:20.758
the long term growth and

00:23:21.018 --> 00:23:23.019
the revenue I need on the other side.

00:23:24.416 --> 00:23:25.258
Yeah, that's a great question.

00:23:25.397 --> 00:23:26.959
And, you know, I think I'd say, well,

00:23:27.058 --> 00:23:27.660
you're in business,

00:23:27.799 --> 00:23:29.421
so you're gonna have to get used to risk,

00:23:29.582 --> 00:23:29.821
right?

00:23:29.961 --> 00:23:31.462
Like that's just a part of

00:23:31.482 --> 00:23:33.025
the game and it sucks, right?

00:23:33.065 --> 00:23:33.484
Like that's,

00:23:34.306 --> 00:23:36.007
if it were easy and it were

00:23:36.047 --> 00:23:38.269
for risk averse people,

00:23:38.429 --> 00:23:40.131
we'd have many more business owners,

00:23:40.171 --> 00:23:40.351
right?

00:23:40.371 --> 00:23:42.873
And so, but that being said,

00:23:43.114 --> 00:23:44.153
I think to your point though, Tony, it's,

00:23:44.835 --> 00:23:46.336
if we look at it in like stages.

00:23:46.496 --> 00:23:47.557
So for Alex and I,

00:23:47.576 --> 00:23:48.277
like we didn't start

00:23:48.317 --> 00:23:49.617
spending fifty thousand

00:23:49.637 --> 00:23:50.598
dollars on advertising a

00:23:50.659 --> 00:23:51.499
month right out the gate.

00:23:51.638 --> 00:23:52.740
We started with five hundred

00:23:52.859 --> 00:23:53.461
and a thousand.

00:23:53.881 --> 00:23:54.080
Right.

00:23:54.701 --> 00:23:56.301
And you get better with what

00:23:56.342 --> 00:23:57.502
budget you have to start.

00:23:57.542 --> 00:23:58.644
And so for that case, I would say, like,

00:23:58.963 --> 00:24:00.505
don't go buy the new fit right away.

00:24:00.565 --> 00:24:01.405
Don't go buy the whatever

00:24:01.445 --> 00:24:02.987
the most expensive thing is right away.

00:24:03.406 --> 00:24:04.587
Like if it's about getting

00:24:04.607 --> 00:24:05.448
people in the door through

00:24:05.468 --> 00:24:07.128
the modality side, you know,

00:24:07.229 --> 00:24:08.009
what can you afford?

00:24:08.250 --> 00:24:08.710
Like, I don't know.

00:24:08.769 --> 00:24:10.171
I don't know how much a shockwave is or,

00:24:10.330 --> 00:24:12.173
you know, but Graston tools aren't

00:24:12.932 --> 00:24:14.153
crazy expensive you know

00:24:14.213 --> 00:24:16.256
relative to rice they're

00:24:16.276 --> 00:24:17.036
really expensive but

00:24:17.076 --> 00:24:18.057
relative to like a new fit

00:24:18.076 --> 00:24:20.759
not that expensive and you

00:24:20.878 --> 00:24:22.680
know hey like uh could you

00:24:22.720 --> 00:24:23.820
start there right and like

00:24:24.141 --> 00:24:25.061
and dial in your sales

00:24:25.102 --> 00:24:26.083
process how effective are

00:24:26.103 --> 00:24:27.263
you getting uh talking with

00:24:27.284 --> 00:24:27.903
those initial people

00:24:27.923 --> 00:24:28.625
indoors so someone like you

00:24:28.664 --> 00:24:29.565
tony it's like hey that's

00:24:29.605 --> 00:24:31.066
less of a risk you know how

00:24:31.106 --> 00:24:31.926
to talk to people you know

00:24:31.946 --> 00:24:32.948
how to uh you know what

00:24:32.968 --> 00:24:34.709
your sales process is so if

00:24:34.749 --> 00:24:35.289
someone's like I'm gonna

00:24:35.329 --> 00:24:36.150
open a clinic and this is

00:24:36.210 --> 00:24:37.111
my plan I'd be like well I

00:24:37.131 --> 00:24:38.011
hope you have investing and

00:24:38.051 --> 00:24:38.852
funding because that's a

00:24:38.932 --> 00:24:39.853
lot of risk on a lot of

00:24:39.893 --> 00:24:40.733
things that you don't know

00:24:41.834 --> 00:24:43.115
on a holistic scale if

00:24:43.134 --> 00:24:44.015
they're going to work or not.

00:24:44.935 --> 00:24:46.056
Whereas if you've been

00:24:46.096 --> 00:24:47.016
proven what you're doing

00:24:47.036 --> 00:24:48.936
and you slowly go into that,

00:24:48.957 --> 00:24:50.377
that's what you're going to do.

00:24:51.317 --> 00:24:52.358
You can ease your way into

00:24:52.378 --> 00:24:53.558
that and you can grow into that,

00:24:53.959 --> 00:24:55.099
which goes against a lot of people,

00:24:55.119 --> 00:24:57.080
which is I don't want to be patient.

00:24:57.101 --> 00:24:58.701
We got to have patience in this.

00:25:00.362 --> 00:25:02.343
Tony, I think on that end,

00:25:04.461 --> 00:25:05.021
It's like, well,

00:25:06.482 --> 00:25:08.064
I would say maybe if that's

00:25:08.084 --> 00:25:09.403
the way that you start, it's like, hey,

00:25:09.625 --> 00:25:11.066
start with friends and family,

00:25:11.965 --> 00:25:13.527
save your money, save the cash.

00:25:13.666 --> 00:25:14.928
So that way you can hedge

00:25:14.948 --> 00:25:16.608
your bet on these things and say, hey,

00:25:17.068 --> 00:25:17.930
I might not get a return on

00:25:17.970 --> 00:25:19.351
this new fit for three months,

00:25:19.391 --> 00:25:20.832
but I've saved up, you know,

00:25:20.932 --> 00:25:22.073
three thousand dollars a

00:25:22.113 --> 00:25:23.773
month for the last six months.

00:25:24.054 --> 00:25:25.134
And I can I can ride that

00:25:25.194 --> 00:25:26.955
out until it starts to become profitable.

00:25:28.354 --> 00:25:30.015
But how well do we convert

00:25:30.035 --> 00:25:30.695
people in general?

00:25:31.236 --> 00:25:32.436
How many leads do we get in general?

00:25:32.696 --> 00:25:33.698
And if you don't know those

00:25:33.718 --> 00:25:35.038
things and you don't track those things,

00:25:35.779 --> 00:25:38.301
then I mean, you're just gambling really,

00:25:38.342 --> 00:25:39.202
which is fine.

00:25:39.222 --> 00:25:39.903
I got, you know,

00:25:40.163 --> 00:25:41.263
there's a whole industry of gambling,

00:25:41.304 --> 00:25:42.664
but like probably not the

00:25:42.684 --> 00:25:43.346
way you want to do it if

00:25:43.365 --> 00:25:44.165
you're running the business.

00:25:44.205 --> 00:25:45.907
So that's the way we think about it.

00:25:46.407 --> 00:25:47.009
I think one of the

00:25:47.048 --> 00:25:48.490
interesting things on this, though,

00:25:48.529 --> 00:25:50.070
that never gets discussed

00:25:50.211 --> 00:25:53.074
is the smart use of leverage.

00:25:53.933 --> 00:25:56.536
When I buy a physical product,

00:25:56.615 --> 00:25:58.938
something that has a tangible value,

00:25:59.459 --> 00:26:01.059
I can leverage credit.

00:26:01.259 --> 00:26:02.681
I can borrow money for it.

00:26:02.780 --> 00:26:04.083
Now we get into, okay,

00:26:04.123 --> 00:26:05.083
what's the interest rate?

00:26:05.143 --> 00:26:06.644
What kind of return can I expect?

00:26:07.244 --> 00:26:08.546
If I get an eighty thousand

00:26:08.586 --> 00:26:09.905
dollar piece of equipment

00:26:09.925 --> 00:26:11.186
that I'm spending a

00:26:11.227 --> 00:26:14.248
thousand dollars a month on, you know,

00:26:14.388 --> 00:26:15.808
I'm leveraging other

00:26:15.868 --> 00:26:18.390
people's money correctly to

00:26:18.431 --> 00:26:19.691
scale and grow the business.

00:26:20.310 --> 00:26:21.372
And I can put a dollar

00:26:21.412 --> 00:26:22.972
amount return on that investment.

00:26:22.992 --> 00:26:24.212
Whereas if I'm just trying

00:26:24.232 --> 00:26:26.755
to do everything on a bootstrap budget,

00:26:27.454 --> 00:26:28.414
I don't have leverage.

00:26:28.434 --> 00:26:30.536
I don't have other financial

00:26:30.576 --> 00:26:31.576
means to do this.

00:26:32.156 --> 00:26:33.317
It's really hard.

00:26:33.357 --> 00:26:35.858
It's way harder, I think, than to invest.

00:26:36.775 --> 00:26:37.275
like you said,

00:26:37.515 --> 00:26:38.955
leverage those business

00:26:38.996 --> 00:26:41.616
philosophies appropriately.

00:26:42.537 --> 00:26:43.938
I just, I think it's awesome.

00:26:44.038 --> 00:26:45.038
I love hearing this.

00:26:45.258 --> 00:26:45.518
So,

00:26:45.577 --> 00:26:47.278
but I want to turn it back to Dave and

00:26:47.358 --> 00:26:48.098
see what's next.

00:26:48.700 --> 00:26:49.640
Well, I got a question for you, Tony,

00:26:49.660 --> 00:26:51.181
if that's right.

00:26:51.221 --> 00:26:51.861
Cause I'm in this league.

00:26:51.921 --> 00:26:52.661
I watch every day.

00:26:53.080 --> 00:26:53.641
I'm always curious,

00:26:53.661 --> 00:26:54.622
keeping up with you guys.

00:26:54.801 --> 00:26:55.362
I love the,

00:26:56.122 --> 00:26:57.962
so many times I side with Dave on the,

00:26:58.042 --> 00:26:59.663
like, don't go the digital route side.

00:26:59.723 --> 00:27:00.044
It's like,

00:27:00.703 --> 00:27:01.644
been there done that so many

00:27:01.684 --> 00:27:03.767
times and you don't make

00:27:03.787 --> 00:27:04.647
any money while you get

00:27:04.688 --> 00:27:05.890
there but I also understand

00:27:05.950 --> 00:27:06.911
tony long term it's like

00:27:06.951 --> 00:27:08.271
yeah like so I'm super

00:27:08.291 --> 00:27:09.032
fascinated to be in this

00:27:09.133 --> 00:27:09.854
and I love jimmy in the

00:27:09.874 --> 00:27:11.315
middle who's just like he

00:27:11.355 --> 00:27:12.375
just knows that he knows

00:27:12.415 --> 00:27:13.257
that he knows the little

00:27:13.277 --> 00:27:14.258
buttons to push for each of

00:27:14.298 --> 00:27:17.181
you to get you guys but

00:27:17.221 --> 00:27:18.201
like so tony you've been

00:27:18.241 --> 00:27:20.084
posting a ton on your

00:27:20.104 --> 00:27:21.566
facebook profile or your uh

00:27:21.586 --> 00:27:22.446
your business page right

00:27:22.467 --> 00:27:23.186
and it's growing right

00:27:24.048 --> 00:27:24.868
and I know you put a ton of

00:27:24.909 --> 00:27:26.809
time into it where do you

00:27:26.829 --> 00:27:27.871
see that going because I'm

00:27:27.891 --> 00:27:28.871
always like I watch and I

00:27:28.911 --> 00:27:29.652
see and I'm fascinated I'm

00:27:29.692 --> 00:27:30.692
like where's this going

00:27:30.893 --> 00:27:31.553
because I see the

00:27:32.073 --> 00:27:33.253
bajillions or trillions of

00:27:33.273 --> 00:27:34.515
views and I think like hey

00:27:34.535 --> 00:27:35.336
like are you making money

00:27:35.395 --> 00:27:36.836
off that like how's that

00:27:36.876 --> 00:27:37.997
working like what's going

00:27:38.037 --> 00:27:39.919
on with that um because I

00:27:39.959 --> 00:27:41.420
love the content in my mind

00:27:41.559 --> 00:27:43.540
like as the the the content

00:27:43.560 --> 00:27:44.342
creator in me is like this

00:27:44.402 --> 00:27:45.382
is awesome like I love it

00:27:45.402 --> 00:27:46.423
we're getting out there the

00:27:46.462 --> 00:27:47.483
business owner in me is like

00:27:48.512 --> 00:27:49.413
I don't know where it's headed.

00:27:49.452 --> 00:27:50.733
And I guess I'm curious for you, like,

00:27:51.193 --> 00:27:52.015
and maybe it's a playground,

00:27:52.055 --> 00:27:52.875
but I'm just curious to learn more.

00:27:52.894 --> 00:27:53.015
Yeah.

00:27:53.055 --> 00:27:54.556
Where are you headed with that?

00:27:54.615 --> 00:27:56.336
It's a playground, a hundred percent.

00:27:56.415 --> 00:27:58.076
And it's one of those things for listeners,

00:27:58.116 --> 00:28:01.138
for context, you know, I had put all my,

00:28:01.318 --> 00:28:03.380
my time into the YouTube basket.

00:28:03.500 --> 00:28:04.619
I did everything for YouTube.

00:28:04.640 --> 00:28:05.519
I've got thousands and

00:28:05.559 --> 00:28:06.861
thousands of YouTube videos.

00:28:07.580 --> 00:28:09.642
And then around October of

00:28:09.682 --> 00:28:11.242
two thousand twenty four, I was like,

00:28:11.702 --> 00:28:14.523
I need to get on this TikTok, Instagram.

00:28:15.064 --> 00:28:15.903
By accident,

00:28:16.344 --> 00:28:17.684
I didn't even realize when I

00:28:17.724 --> 00:28:18.944
posted something to Instagram,

00:28:18.964 --> 00:28:20.525
which I hadn't done for like three years,

00:28:20.585 --> 00:28:22.766
it kicks over to Facebook business page.

00:28:23.526 --> 00:28:24.266
All of a sudden,

00:28:24.445 --> 00:28:25.747
I got five hundred thousand

00:28:25.787 --> 00:28:27.406
views on an organic post on

00:28:27.446 --> 00:28:28.446
Facebook business page.

00:28:28.467 --> 00:28:28.968
I'm like, oh,

00:28:29.008 --> 00:28:30.268
maybe I'll do something with this.

00:28:30.948 --> 00:28:32.388
and this is just my mode

00:28:32.429 --> 00:28:35.351
like forever I plant seeds

00:28:35.411 --> 00:28:36.571
I see what happens you guys

00:28:36.612 --> 00:28:37.913
saw I shared the the

00:28:37.972 --> 00:28:39.354
screenshots my facebook

00:28:39.394 --> 00:28:41.275
groups of you know whatever

00:28:41.615 --> 00:28:43.096
tens of thousands of people

00:28:43.176 --> 00:28:44.277
in it and I had no idea

00:28:44.297 --> 00:28:46.179
when I started I'm still

00:28:46.219 --> 00:28:47.579
not monetizing and taking

00:28:47.640 --> 00:28:50.241
advantage I just love doing this stuff so

00:28:51.266 --> 00:28:52.967
with the Facebook business

00:28:53.007 --> 00:28:54.387
page because it gained

00:28:54.428 --> 00:28:56.710
traction kind of accidentally.

00:28:56.730 --> 00:28:57.549
I was like, well,

00:28:57.569 --> 00:28:59.432
let me focus a little more time on this.

00:29:00.031 --> 00:29:01.252
I am playing with it.

00:29:01.353 --> 00:29:02.314
It went from, I think,

00:29:02.374 --> 00:29:04.214
five thousand followers to

00:29:04.275 --> 00:29:06.215
sixteen thousand pretty quickly.

00:29:06.316 --> 00:29:07.737
It's it's averaging over a

00:29:07.777 --> 00:29:08.958
million views a month.

00:29:09.038 --> 00:29:10.900
And this last month was like

00:29:11.000 --> 00:29:12.401
one point eight million views.

00:29:12.941 --> 00:29:15.182
I'm trying a long form content on there,

00:29:15.222 --> 00:29:16.663
but everything is still organic.

00:29:17.523 --> 00:29:19.846
I still don't understand how

00:29:19.865 --> 00:29:21.426
to take something that is

00:29:21.547 --> 00:29:22.646
proven effective

00:29:22.788 --> 00:29:24.888
organically and turn it

00:29:24.949 --> 00:29:25.769
into something that

00:29:25.828 --> 00:29:27.269
actually puts money in my pocket.

00:29:27.810 --> 00:29:28.611
I'll do anything.

00:29:28.671 --> 00:29:29.251
I don't care.

00:29:30.471 --> 00:29:33.094
But it is still a playground

00:29:33.273 --> 00:29:34.355
that is starting to show

00:29:34.394 --> 00:29:35.776
signs of maybe something

00:29:35.816 --> 00:29:36.736
that could be more.

00:29:37.356 --> 00:29:38.477
I just don't know what to do with it.

00:29:39.238 --> 00:29:39.518
And Dave,

00:29:39.577 --> 00:29:40.638
how much does that drive you nuts?

00:29:42.602 --> 00:29:43.321
It drives me nuts.

00:29:43.442 --> 00:29:44.343
But at the same time,

00:29:44.542 --> 00:29:45.923
we all know Tony has one of

00:29:45.943 --> 00:29:46.865
the most creative minds.

00:29:47.045 --> 00:29:48.666
For me, I'll speak about myself.

00:29:49.106 --> 00:29:49.847
I think Tony has one of the

00:29:49.867 --> 00:29:51.808
most creative minds of

00:29:51.868 --> 00:29:53.150
anyone that I probably know.

00:29:53.430 --> 00:29:54.151
And when he posts these

00:29:54.171 --> 00:29:56.633
insightful questions,

00:29:56.653 --> 00:29:57.953
he puts out these questions

00:29:57.973 --> 00:29:59.214
to us or the internet and

00:29:59.555 --> 00:30:00.976
therapists at large on

00:30:01.017 --> 00:30:02.798
LinkedIn originally or

00:30:02.958 --> 00:30:04.259
Facebook at the same time.

00:30:05.759 --> 00:30:07.342
It's super fascinating to follow.

00:30:07.521 --> 00:30:09.222
And I do feel the same way, Will.

00:30:09.303 --> 00:30:09.742
It's like...

00:30:10.523 --> 00:30:12.605
Like, what is this for?

00:30:12.885 --> 00:30:15.048
There's got to be something.

00:30:15.328 --> 00:30:16.730
Here's something, Will, maybe,

00:30:17.490 --> 00:30:19.292
is when people sign up for

00:30:19.333 --> 00:30:20.354
Tony's Learn Medicare

00:30:20.394 --> 00:30:21.034
Billing course at

00:30:21.074 --> 00:30:23.195
LearnMedicareBilling.com,

00:30:24.453 --> 00:30:26.234
people convert probably way

00:30:26.255 --> 00:30:27.236
higher than like any other

00:30:27.296 --> 00:30:29.738
course or academy or program or whatever.

00:30:29.837 --> 00:30:32.500
And Tony is being so

00:30:32.799 --> 00:30:34.381
hospitable and nice with

00:30:34.580 --> 00:30:36.061
keeping it like still five

00:30:36.102 --> 00:30:36.883
hundred bucks or whatever.

00:30:37.222 --> 00:30:39.523
It should be two to five grand, ten grand.

00:30:39.584 --> 00:30:41.685
It's just massive value.

00:30:42.266 --> 00:30:43.606
And people convert.

00:30:43.646 --> 00:30:44.647
And then when people ask,

00:30:44.708 --> 00:30:45.848
like in these different

00:30:45.929 --> 00:30:48.391
groups on Facebook, like billing,

00:30:48.411 --> 00:30:49.090
like Medicare billing

00:30:49.131 --> 00:30:49.872
questions and stuff,

00:30:50.551 --> 00:30:52.134
Like, people will post, like, oh,

00:30:52.233 --> 00:30:54.134
you should check out Tony

00:30:54.154 --> 00:30:56.017
Meritato's Learn Medicare billing course.

00:30:56.037 --> 00:30:56.577
Like, it's awesome.

00:30:56.657 --> 00:30:58.318
And people will just, like,

00:30:58.378 --> 00:31:00.401
organically and naturally mention it.

00:31:00.421 --> 00:31:00.942
Right.

00:31:01.021 --> 00:31:01.942
And then those people then

00:31:02.002 --> 00:31:03.304
go and convert easily,

00:31:03.403 --> 00:31:04.224
and Tony's not even running

00:31:04.265 --> 00:31:04.885
paid ads to it.

00:31:04.905 --> 00:31:05.865
So maybe, Will,

00:31:06.227 --> 00:31:07.827
do you think that when Tony

00:31:07.867 --> 00:31:10.452
is posting these very â

00:31:11.192 --> 00:31:14.413
neutral, insightful, clever questions?

00:31:14.773 --> 00:31:15.693
Should there be a call to

00:31:15.733 --> 00:31:17.095
action at the bottom or be like, hey,

00:31:17.115 --> 00:31:18.535
this post is sponsored by

00:31:18.595 --> 00:31:19.776
or powered by

00:31:20.056 --> 00:31:21.717
LearnMedicareBilling.com or

00:31:22.237 --> 00:31:23.417
drop a link of the course

00:31:23.498 --> 00:31:24.938
in the first comment or something?

00:31:25.598 --> 00:31:26.459
I feel like he needs to

00:31:26.499 --> 00:31:27.440
juice it a little bit,

00:31:27.779 --> 00:31:28.819
but then maybe that takes

00:31:28.839 --> 00:31:30.740
away the mystique of his clever,

00:31:30.840 --> 00:31:31.801
insightful questions.

00:31:31.821 --> 00:31:32.342
What do you think, Will?

00:31:33.740 --> 00:31:34.680
Yeah, I think so.

00:31:35.599 --> 00:31:36.401
Hopefully it's a safe space.

00:31:36.421 --> 00:31:36.980
I'll just tell you what I

00:31:37.000 --> 00:31:37.800
see from the outside.

00:31:37.840 --> 00:31:39.560
Like if that's, if that's cool.

00:31:39.601 --> 00:31:40.981
So I feel like, and this is,

00:31:41.102 --> 00:31:41.781
if you're watching, you know,

00:31:41.801 --> 00:31:44.602
if you're a listener, I think, you know,

00:31:45.122 --> 00:31:46.442
I would say all of us here

00:31:46.462 --> 00:31:48.343
are a little bit more experienced,

00:31:48.363 --> 00:31:49.583
like further along in your

00:31:49.663 --> 00:31:51.523
business journey, you know, than, than,

00:31:51.584 --> 00:31:51.784
you know,

00:31:51.804 --> 00:31:52.644
say someone who's starting out

00:31:52.663 --> 00:31:53.544
and you're watching this, right.

00:31:53.564 --> 00:31:55.224
The way I see with Tony now

00:31:55.404 --> 00:31:57.125
is at the beginning, I was like,

00:31:57.865 --> 00:31:58.644
how does he do all these things?

00:31:58.664 --> 00:31:59.384
There's all this stuff.

00:31:59.464 --> 00:32:01.286
And then, you know, I realized Tony's,

00:32:02.246 --> 00:32:03.647
so far along in his journey

00:32:03.688 --> 00:32:04.508
that from the outside

00:32:04.548 --> 00:32:05.409
tony's what it looks like

00:32:05.489 --> 00:32:06.369
is like tony's got his

00:32:06.410 --> 00:32:07.471
clinic that kind of runs

00:32:07.730 --> 00:32:08.791
with or without him I know

00:32:08.833 --> 00:32:09.313
recently you've been

00:32:09.333 --> 00:32:11.075
jumping back in but and so

00:32:11.194 --> 00:32:12.395
I think from a like a I

00:32:12.415 --> 00:32:13.477
could be guessing financial

00:32:13.517 --> 00:32:14.758
stability point tony's at a

00:32:14.778 --> 00:32:15.699
place where he can play and

00:32:15.739 --> 00:32:17.279
he can just it's just all

00:32:17.319 --> 00:32:18.381
fun right where dave you

00:32:18.422 --> 00:32:19.462
and I and jimmy I you know

00:32:19.522 --> 00:32:20.123
I don't know where you're

00:32:20.143 --> 00:32:21.003
at jimmy with this but like

00:32:21.163 --> 00:32:21.865
it's like hey I got it

00:32:22.184 --> 00:32:24.185
I got to secure my financial

00:32:24.246 --> 00:32:25.988
and focus is so important right now.

00:32:26.028 --> 00:32:27.127
Like in order to do that,

00:32:27.228 --> 00:32:28.128
like when someone comes to

00:32:28.148 --> 00:32:29.470
me and they're like, well,

00:32:30.150 --> 00:32:31.030
I think I might have a wait list.

00:32:31.070 --> 00:32:32.352
I need to open up digital products.

00:32:32.372 --> 00:32:32.872
And I go, no,

00:32:32.892 --> 00:32:33.633
you need to learn how to run

00:32:33.673 --> 00:32:34.712
a business and you need to scale.

00:32:34.853 --> 00:32:35.834
Like you got to figure that out.

00:32:35.973 --> 00:32:36.674
And they go, I don't want to.

00:32:36.694 --> 00:32:38.435
And I go, well, just like Tony mentioned,

00:32:38.635 --> 00:32:39.355
it was two days ago.

00:32:39.395 --> 00:32:41.337
I think as well, the valley is between,

00:32:41.357 --> 00:32:42.097
you can do it with one

00:32:42.137 --> 00:32:43.078
person and you can be

00:32:43.118 --> 00:32:44.519
profitable or you got to get to five.

00:32:45.099 --> 00:32:46.560
your choice but don't but

00:32:46.580 --> 00:32:47.461
don't go the digital like

00:32:47.801 --> 00:32:48.582
the digital route's not

00:32:48.602 --> 00:32:49.502
going to get you in terms

00:32:49.563 --> 00:32:51.263
of like the the cash flow

00:32:51.284 --> 00:32:52.805
that you really want or

00:32:52.845 --> 00:32:54.305
become a content creator I

00:32:54.345 --> 00:32:55.385
would just say don't you

00:32:55.405 --> 00:32:56.125
know my advice would be if

00:32:56.145 --> 00:32:56.866
you're in this place where

00:32:56.886 --> 00:32:57.967
you want to get financial

00:32:58.567 --> 00:33:00.169
security like you don't do

00:33:00.189 --> 00:33:01.148
both like there are

00:33:01.209 --> 00:33:02.130
exceptions or it's always

00:33:02.150 --> 00:33:03.891
going to be exceptions vast

00:33:03.911 --> 00:33:04.770
majority of people it's not

00:33:04.790 --> 00:33:06.392
going to work and so that's

00:33:06.412 --> 00:33:07.153
where again it comes back

00:33:07.192 --> 00:33:08.212
to like what's the end goal

00:33:08.252 --> 00:33:09.354
and I think for this dave

00:33:09.394 --> 00:33:10.335
with like tony it's like

00:33:11.242 --> 00:33:11.843
Do you want to make it a

00:33:11.863 --> 00:33:12.703
business or do you want it

00:33:12.743 --> 00:33:13.743
to stay up on side project?

00:33:13.784 --> 00:33:14.903
Because if we drive traffic

00:33:14.923 --> 00:33:16.105
to this and we can get

00:33:16.144 --> 00:33:17.125
people there and sign up,

00:33:17.365 --> 00:33:17.984
it's going to turn into a

00:33:18.025 --> 00:33:19.885
business really fast of like, right now,

00:33:19.945 --> 00:33:21.707
think about quality of care.

00:33:21.926 --> 00:33:22.727
Can you maintain that

00:33:22.747 --> 00:33:24.607
quality with a hundred

00:33:24.748 --> 00:33:27.028
signups every time versus twenty?

00:33:27.229 --> 00:33:27.388
Right.

00:33:27.608 --> 00:33:28.709
And what if it gets to two hundred?

00:33:28.788 --> 00:33:29.450
And how do we do that?

00:33:29.490 --> 00:33:30.269
And so I think, Dave,

00:33:30.289 --> 00:33:30.910
that's the thing where I

00:33:30.950 --> 00:33:32.070
watch because I'm with you.

00:33:32.310 --> 00:33:32.790
I'm always like.

00:33:33.939 --> 00:33:34.259
God,

00:33:34.278 --> 00:33:35.401
there's so much opportunity here when

00:33:35.421 --> 00:33:36.342
I watch what Tony is doing.

00:33:36.362 --> 00:33:39.585
And I'm like, where's it going?

00:33:39.605 --> 00:33:40.506
I got a crazy close.

00:33:40.546 --> 00:33:41.847
Like, Tony, have you ever I mean,

00:33:41.887 --> 00:33:42.868
this is just my original

00:33:42.949 --> 00:33:44.529
idea that I'm just having right now live.

00:33:45.431 --> 00:33:46.172
Have you ever thought about

00:33:46.211 --> 00:33:47.012
converting your courses

00:33:47.053 --> 00:33:49.255
into consulting services by by chance?

00:33:49.536 --> 00:33:51.998
Says Christian in the live stream, who's,

00:33:52.038 --> 00:33:52.538
by the way,

00:33:52.959 --> 00:33:55.781
a CEO of of staff med health partners.

00:33:56.799 --> 00:33:57.843
Dude's got ten thousand

00:33:57.863 --> 00:33:58.644
followers on LinkedIn.

00:33:59.205 --> 00:33:59.547
Weird.

00:34:00.148 --> 00:34:01.952
Getting attention leads to stuff.

00:34:02.114 --> 00:34:02.654
So have you ever thought

00:34:02.674 --> 00:34:03.557
about doing something like that?

00:34:03.678 --> 00:34:04.539
You've done this before.

00:34:05.375 --> 00:34:05.955
Yeah,

00:34:06.215 --> 00:34:08.577
and I'm not interested in going that

00:34:08.617 --> 00:34:08.918
route.

00:34:08.978 --> 00:34:09.717
I don't want to be the

00:34:09.757 --> 00:34:10.978
consultant or the coach or

00:34:11.018 --> 00:34:12.079
those things right now.

00:34:12.840 --> 00:34:16.681
And to Will's point, I think you have to.

00:34:16.722 --> 00:34:18.402
We all have to understand ourselves,

00:34:18.521 --> 00:34:19.862
understand our personalities,

00:34:19.922 --> 00:34:21.824
understand our matrix.

00:34:21.864 --> 00:34:22.965
I've got friends that make

00:34:23.045 --> 00:34:24.264
way more money than me,

00:34:24.826 --> 00:34:26.085
and they're no happier than me.

00:34:26.847 --> 00:34:27.947
There's a threshold.

00:34:27.967 --> 00:34:29.088
You need to make enough money.

00:34:29.108 --> 00:34:30.007
You need to feel safe.

00:34:30.047 --> 00:34:31.168
You need to feel comfortable.

00:34:32.128 --> 00:34:34.090
And I've always been one of

00:34:34.130 --> 00:34:36.610
those people that even in competition,

00:34:36.851 --> 00:34:38.110
this will drive Dave crazy.

00:34:38.911 --> 00:34:40.132
I was in martial arts.

00:34:40.172 --> 00:34:41.032
I was a boxer.

00:34:41.253 --> 00:34:42.713
I did shoot wrestling and

00:34:43.132 --> 00:34:43.974
Muay Thai fighting.

00:34:44.693 --> 00:34:46.094
I never got to the point

00:34:46.155 --> 00:34:47.914
where I wanted to like, quote,

00:34:48.014 --> 00:34:49.695
finish the other person.

00:34:50.235 --> 00:34:51.597
I wanted them to do well,

00:34:52.036 --> 00:34:52.697
even though they were

00:34:52.717 --> 00:34:53.617
trying to punch me in the

00:34:53.657 --> 00:34:54.938
face as hard as they could.

00:34:55.818 --> 00:34:56.938
I wanted to win,

00:34:57.398 --> 00:34:58.539
but I didn't want to like

00:34:58.639 --> 00:35:00.179
destroy the other person.

00:35:00.239 --> 00:35:00.320
Yeah.

00:35:00.579 --> 00:35:02.840
And if I got second, it was like, OK,

00:35:03.001 --> 00:35:03.641
I did pretty good.

00:35:03.782 --> 00:35:05.481
You know, so like that's my nature.

00:35:05.501 --> 00:35:05.641
Now,

00:35:05.681 --> 00:35:07.242
my wife is one hundred percent the

00:35:07.382 --> 00:35:08.184
other direction.

00:35:08.503 --> 00:35:10.925
She will just drive you into the ground.

00:35:10.965 --> 00:35:12.346
She she played basketball at

00:35:12.385 --> 00:35:14.226
Wheeling Jesuit and played

00:35:14.266 --> 00:35:15.266
sports her whole life.

00:35:16.288 --> 00:35:18.528
She wants to win and win decisively.

00:35:19.349 --> 00:35:21.289
So with that being in my nature,

00:35:21.929 --> 00:35:22.851
I'm kind of the same way.

00:35:22.891 --> 00:35:23.311
Like, all right,

00:35:23.351 --> 00:35:24.751
I got enough money in the bank account.

00:35:24.791 --> 00:35:25.632
I can pay my bills.

00:35:25.672 --> 00:35:26.873
My kids are taken care of.

00:35:26.913 --> 00:35:27.913
Like, we're comfortable.

00:35:28.094 --> 00:35:29.853
I don't need a bigger house, a newer car.

00:35:30.275 --> 00:35:31.135
I like what I've got.

00:35:31.574 --> 00:35:33.215
Now I just want to enjoy, like,

00:35:33.315 --> 00:35:35.257
play with these things, see what works.

00:35:35.317 --> 00:35:36.137
And truly,

00:35:36.197 --> 00:35:39.079
my passion is if I put something

00:35:39.099 --> 00:35:40.980
that is working and successful,

00:35:41.440 --> 00:35:42.440
I want to show other people

00:35:42.501 --> 00:35:44.302
how they can do it also for themselves.

00:35:44.722 --> 00:35:45.762
I don't need to grow my

00:35:45.802 --> 00:35:47.284
business or do those things.

00:35:47.925 --> 00:35:49.047
I want to be the testing

00:35:49.086 --> 00:35:51.188
ground that other people can learn from,

00:35:51.588 --> 00:35:52.389
but I don't want to be the

00:35:52.429 --> 00:35:53.572
coach or the advisor.

00:35:53.652 --> 00:35:54.672
I don't want the stress and

00:35:54.713 --> 00:35:56.233
pressure of those kinds of

00:35:56.295 --> 00:35:57.114
responsibilities.

00:35:57.376 --> 00:35:57.735
Yeah.

00:35:57.775 --> 00:35:59.117
Tony is secretly Canadian

00:35:59.137 --> 00:36:00.219
because he just loves ties.

00:36:00.418 --> 00:36:01.360
He's just okay with kind.

00:36:02.400 --> 00:36:03.161
But we're mentioning that.

00:36:03.202 --> 00:36:04.222
I was talking about this the other day.

00:36:04.242 --> 00:36:05.123
I've still got the back of

00:36:05.143 --> 00:36:06.182
the envelope thing.

00:36:06.684 --> 00:36:06.824
Will,

00:36:06.844 --> 00:36:08.844
have you ever heard of six types of

00:36:08.905 --> 00:36:09.585
working genius?

00:36:09.626 --> 00:36:10.666
It's just another one of

00:36:10.686 --> 00:36:11.827
these like personality things.

00:36:11.847 --> 00:36:12.387
It's pretty cool.

00:36:12.407 --> 00:36:13.068
It's a quick read.

00:36:13.867 --> 00:36:15.228
It's not so much about personality.

00:36:15.289 --> 00:36:16.690
It's more about what Tony's talking about,

00:36:16.730 --> 00:36:17.871
which is like they

00:36:17.911 --> 00:36:18.570
essentially said there's

00:36:19.052 --> 00:36:20.373
six types of tasks.

00:36:21.106 --> 00:36:21.327
Yeah.

00:36:21.347 --> 00:36:21.586
Right.

00:36:21.927 --> 00:36:23.768
And each of us are good at two.

00:36:24.449 --> 00:36:25.750
We're OK at two and we're

00:36:25.849 --> 00:36:27.489
really off awful at two.

00:36:27.630 --> 00:36:28.451
But what it means in terms

00:36:28.510 --> 00:36:29.371
of it's not skill,

00:36:29.492 --> 00:36:30.791
it's does it give you energy?

00:36:31.152 --> 00:36:32.413
Does it suck energy out of

00:36:32.452 --> 00:36:33.753
you or is it meh?

00:36:33.853 --> 00:36:35.114
I could do it if I have to.

00:36:35.655 --> 00:36:36.574
And looking at Tony,

00:36:36.594 --> 00:36:38.155
he's like self-aware enough

00:36:38.175 --> 00:36:39.376
to know that ain't it.

00:36:39.597 --> 00:36:41.498
Like so someone like like

00:36:41.538 --> 00:36:44.358
someone like Claudia Christian, sorry,

00:36:44.659 --> 00:36:45.519
coming in and saying this

00:36:45.719 --> 00:36:46.601
Christian's probably right.

00:36:47.382 --> 00:36:48.266
Tony could do it.

00:36:48.608 --> 00:36:49.534
Tony self-aware enough

00:36:49.554 --> 00:36:50.780
feeling if I did that,

00:36:51.681 --> 00:36:52.822
six months in I'd be

00:36:52.961 --> 00:36:55.362
miserable to do it so tony

00:36:55.543 --> 00:36:58.025
is wise enough to know uh

00:36:58.204 --> 00:36:59.364
self-aware enough to know

00:36:59.704 --> 00:37:01.166
uh himself I am just

00:37:01.186 --> 00:37:01.706
getting to the

00:37:01.766 --> 00:37:03.206
self-awareness part and I'm

00:37:03.226 --> 00:37:04.168
writing I'm writing them

00:37:04.208 --> 00:37:05.208
down and figuring out but

00:37:05.228 --> 00:37:06.009
then the funny part is when

00:37:06.028 --> 00:37:07.170
you figure out your own dna

00:37:07.469 --> 00:37:08.429
you can look back at all

00:37:08.449 --> 00:37:09.331
the things that didn't work

00:37:09.351 --> 00:37:10.570
and you're like well duh

00:37:10.690 --> 00:37:12.652
like of course then you'd

00:37:12.672 --> 00:37:13.592
give that test the people

00:37:13.632 --> 00:37:15.094
you work with and you find

00:37:15.134 --> 00:37:16.335
people who are not like you

00:37:16.775 --> 00:37:17.875
and then you like you link

00:37:17.914 --> 00:37:18.795
up like lego blocks

00:37:19.166 --> 00:37:20.648
And it's because I've been

00:37:20.708 --> 00:37:21.748
on the other side of that.

00:37:21.829 --> 00:37:23.369
I've overcommitted so many

00:37:23.429 --> 00:37:25.251
times in my fifty years of life.

00:37:25.451 --> 00:37:25.630
Right.

00:37:25.731 --> 00:37:27.072
And then I feel guilty and

00:37:27.092 --> 00:37:28.313
then I've let people down

00:37:28.353 --> 00:37:29.253
and then I've dropped the

00:37:29.293 --> 00:37:31.474
ball that I finally learned.

00:37:31.835 --> 00:37:32.896
I'm just not going to do that.

00:37:33.036 --> 00:37:36.157
You know, there's nothing on that side.

00:37:37.097 --> 00:37:38.559
Will, question for you.

00:37:38.818 --> 00:37:40.699
So I talked to you, gosh,

00:37:40.740 --> 00:37:41.621
this was probably a couple

00:37:41.641 --> 00:37:42.521
of years ago now.

00:37:43.521 --> 00:37:44.782
And I was blown away because

00:37:44.822 --> 00:37:46.204
you said you guys pretty

00:37:46.224 --> 00:37:48.965
much just stopped all organic stuff.

00:37:49.005 --> 00:37:50.606
You stopped going on interviews.

00:37:50.646 --> 00:37:52.067
You stopped doing all these other things.

00:37:52.086 --> 00:37:53.307
So this is a huge treat to

00:37:53.327 --> 00:37:54.148
have you here today.

00:37:55.068 --> 00:37:56.751
and you just went to paid

00:37:56.831 --> 00:37:59.536
ads um some of the content

00:37:59.556 --> 00:38:01.059
I'm seeing these days is

00:38:01.259 --> 00:38:03.222
the combination we need the

00:38:03.262 --> 00:38:04.423
paid ad to get the message

00:38:04.443 --> 00:38:05.525
in front of the consumer

00:38:05.565 --> 00:38:08.130
then what happens is the consumer goes

00:38:08.567 --> 00:38:09.768
and looks for the organic

00:38:09.809 --> 00:38:11.331
content to better

00:38:11.510 --> 00:38:13.353
understand the service provider,

00:38:13.393 --> 00:38:14.755
what they're doing, who they are,

00:38:14.815 --> 00:38:15.936
what the culture is.

00:38:16.757 --> 00:38:18.199
What can you speak to that

00:38:18.239 --> 00:38:20.802
about in regards to needing

00:38:20.862 --> 00:38:22.625
both the paid and the organic?

00:38:22.644 --> 00:38:24.827
Yeah, that's a great question.

00:38:26.731 --> 00:38:29.253
It kind of comes again to what, you know,

00:38:29.293 --> 00:38:29.793
kind of where you're at,

00:38:29.813 --> 00:38:31.014
what stage of things you're at,

00:38:31.054 --> 00:38:32.954
but let's just, you know, in this case,

00:38:32.994 --> 00:38:34.635
I'd say like one,

00:38:35.175 --> 00:38:36.215
do you mind your cashflow

00:38:36.235 --> 00:38:37.155
and know what you can even

00:38:37.195 --> 00:38:39.097
afford to spend on paid advertising?

00:38:39.117 --> 00:38:40.577
If the answer is, is I don't know,

00:38:40.637 --> 00:38:41.858
or I can't then organics away,

00:38:41.878 --> 00:38:42.277
you gotta go.

00:38:42.878 --> 00:38:43.637
The reality is,

00:38:43.657 --> 00:38:44.858
and Jimmy's probably seen

00:38:44.878 --> 00:38:45.938
this from his radio days

00:38:45.978 --> 00:38:47.440
all the way to now is like, yeah, the,

00:38:47.480 --> 00:38:47.579
the,

00:38:48.579 --> 00:38:50.702
We had the phase of you

00:38:50.742 --> 00:38:51.682
pretty much had to pay for

00:38:51.742 --> 00:38:52.664
high-end distribution.

00:38:52.884 --> 00:38:54.505
I had to get onto radio, TV,

00:38:54.965 --> 00:38:55.847
and that was very costly

00:38:55.867 --> 00:38:56.668
because they were the ones

00:38:56.688 --> 00:38:58.590
who controlled distribution.

00:38:58.610 --> 00:39:00.291
Distribution got opened up, right?

00:39:01.072 --> 00:39:02.092
And everyone was like, hey,

00:39:02.213 --> 00:39:03.173
we can get on this.

00:39:03.273 --> 00:39:04.976
And we had the golden age of organic,

00:39:05.036 --> 00:39:06.717
and it's still relatively there.

00:39:07.378 --> 00:39:07.978
But now it's gotten more

00:39:07.998 --> 00:39:10.159
sophisticated and it's like, hey,

00:39:10.179 --> 00:39:12.041
to win it organic for a lot of times,

00:39:12.061 --> 00:39:13.222
you have to put a lot of time into it.

00:39:13.242 --> 00:39:13.702
I think of, Tony,

00:39:13.722 --> 00:39:14.884
how much time you put into

00:39:15.123 --> 00:39:15.784
your organic stuff.

00:39:15.804 --> 00:39:16.565
And I know you might say,

00:39:17.085 --> 00:39:18.186
I don't edit a lot or do stuff,

00:39:18.206 --> 00:39:18.927
but like it's still time.

00:39:18.947 --> 00:39:19.628
You're out there filming,

00:39:19.648 --> 00:39:20.148
you're recording.

00:39:20.188 --> 00:39:22.389
So a lot of these people do, you know,

00:39:22.409 --> 00:39:23.431
they have teams in-house or

00:39:23.490 --> 00:39:24.612
using virtual assistant

00:39:24.632 --> 00:39:26.012
teams to go through this stuff.

00:39:26.773 --> 00:39:28.355
And so to me, I'm always looking at it.

00:39:28.375 --> 00:39:29.635
You're paying one way or another, right?

00:39:29.675 --> 00:39:30.597
You're either paying in time.

00:39:30.617 --> 00:39:31.436
This is the one thing I

00:39:31.498 --> 00:39:32.318
really... Say that again.

00:39:32.418 --> 00:39:32.938
Say that again.

00:39:33.478 --> 00:39:34.199
yeah you're paying one way

00:39:34.219 --> 00:39:34.820
or another you're paying

00:39:34.840 --> 00:39:35.521
with money you're paying

00:39:35.541 --> 00:39:36.842
with time and I think a lot

00:39:36.862 --> 00:39:38.063
of people don't value their

00:39:38.123 --> 00:39:38.842
time and again when you

00:39:38.862 --> 00:39:40.063
don't have excess capital

00:39:40.425 --> 00:39:41.826
or cash time is the

00:39:41.865 --> 00:39:42.766
resource you have and you

00:39:42.786 --> 00:39:43.606
got to spend it right and

00:39:43.626 --> 00:39:44.327
you got to go spend the

00:39:44.347 --> 00:39:45.748
time but a lot of times

00:39:45.789 --> 00:39:46.570
people don't you know

00:39:46.630 --> 00:39:47.650
people say hey what do you

00:39:47.670 --> 00:39:48.771
charge an hour for treating

00:39:48.791 --> 00:39:50.612
a patient two hundred bucks

00:39:50.652 --> 00:39:51.753
three hundred bucks okay

00:39:52.827 --> 00:39:53.246
Two hundred bucks.

00:39:53.646 --> 00:39:54.467
How much time did you spend

00:39:54.507 --> 00:39:55.867
on organic content this month?

00:39:56.248 --> 00:39:57.307
Oh, probably like twenty.

00:39:57.728 --> 00:39:57.788
OK,

00:39:57.907 --> 00:39:59.527
so you spent six thousand dollars worth

00:39:59.608 --> 00:40:03.009
of time to go build that organic content.

00:40:03.389 --> 00:40:04.668
Did you get more back in return?

00:40:05.048 --> 00:40:06.449
Oh, we got some likes on our Instagram.

00:40:06.690 --> 00:40:07.909
And I go, well, that's to me,

00:40:07.949 --> 00:40:08.869
that's the that is the

00:40:08.929 --> 00:40:10.889
poorest waste of time and

00:40:10.929 --> 00:40:12.371
resources that I can think of.

00:40:12.851 --> 00:40:13.911
If you're not measuring it,

00:40:14.431 --> 00:40:15.210
you're not even counting

00:40:15.451 --> 00:40:16.931
what's it going to cost in terms of time.

00:40:17.050 --> 00:40:18.672
People are just so I've just

00:40:18.711 --> 00:40:19.791
found owners are just so

00:40:20.572 --> 00:40:22.293
adamant that time is free.

00:40:22.675 --> 00:40:24.617
And I have to stress that time is not free,

00:40:24.657 --> 00:40:24.836
man.

00:40:24.896 --> 00:40:26.278
Time is very expensive.

00:40:26.880 --> 00:40:28.621
And the compounding of time

00:40:28.922 --> 00:40:29.922
is even more expensive.

00:40:30.123 --> 00:40:31.965
If you do that for an entire

00:40:32.005 --> 00:40:33.807
year and you spend six

00:40:33.827 --> 00:40:34.608
thousand dollars a month of

00:40:34.628 --> 00:40:36.911
your time on organic content and you get

00:40:38.021 --> 00:40:39.061
four thousand likes that

00:40:39.101 --> 00:40:40.001
year and two hundred new

00:40:40.021 --> 00:40:41.583
followers and maybe one new

00:40:41.603 --> 00:40:43.565
patient objectively if you

00:40:43.585 --> 00:40:44.324
had to look at it would you

00:40:44.344 --> 00:40:45.085
go that was a good use of

00:40:45.146 --> 00:40:46.927
time and everyone would go

00:40:47.027 --> 00:40:48.226
no that's a terrible use of

00:40:48.248 --> 00:40:49.327
time right but when you're

00:40:49.407 --> 00:40:50.228
in it you're like oh that's

00:40:50.248 --> 00:40:51.128
what I can do I can do this

00:40:51.148 --> 00:40:53.610
so to me it's it's like I

00:40:53.650 --> 00:40:55.032
think I love organic if

00:40:55.052 --> 00:40:56.092
you're gonna do it go all

00:40:56.132 --> 00:40:57.733
in on it get serious about

00:40:57.773 --> 00:40:59.034
it the way that you do tony

00:40:59.153 --> 00:41:00.956
like spend time go ahead

00:41:00.976 --> 00:41:02.556
understand what business

00:41:02.876 --> 00:41:04.257
you want to be in

00:41:05.338 --> 00:41:06.501
right, like understand,

00:41:06.981 --> 00:41:08.182
and then triple down on it.

00:41:08.262 --> 00:41:10.947
I mean, how many people laughed at me?

00:41:10.987 --> 00:41:12.789
I mean, classmates, I started this podcast,

00:41:13.070 --> 00:41:15.213
my podcast in PT school,

00:41:15.233 --> 00:41:16.815
so I was in class, right,

00:41:17.177 --> 00:41:17.958
with people who should have

00:41:17.978 --> 00:41:18.858
been excited around me.

00:41:18.878 --> 00:41:20.402
But it's funny, the people closest to you

00:41:21.342 --> 00:41:22.342
sort of all look at that

00:41:22.402 --> 00:41:23.623
weird thing that you're doing, like,

00:41:23.784 --> 00:41:25.503
you know, like it's like a dog turd.

00:41:25.543 --> 00:41:27.385
They're like, that's weird.

00:41:27.664 --> 00:41:28.864
And then the funny part is

00:41:28.925 --> 00:41:30.306
five years later, if you have success,

00:41:30.326 --> 00:41:30.965
those are the people who said,

00:41:31.106 --> 00:41:32.065
I knew it from the beginning, man.

00:41:32.567 --> 00:41:32.907
I knew it.

00:41:33.007 --> 00:41:34.146
Did you see the same thing

00:41:34.166 --> 00:41:35.347
when you were sort of

00:41:35.668 --> 00:41:36.547
choosing your own path?

00:41:36.887 --> 00:41:37.987
Did you see people like sort

00:41:38.007 --> 00:41:39.068
of maybe like look at you like,

00:41:39.628 --> 00:41:40.829
wouldn't it just be smarter

00:41:41.289 --> 00:41:42.190
to go work in a clinic?

00:41:42.210 --> 00:41:43.449
It feels more secure.

00:41:43.570 --> 00:41:45.530
And you're like, yes, secure.

00:41:45.570 --> 00:41:47.130
But like, I'd hate, I know I'll hate it.

00:41:47.570 --> 00:41:48.831
I'm secure in that I won't love it.

00:41:49.519 --> 00:41:50.320
Yeah.

00:41:50.420 --> 00:41:51.420
I was just so open about it.

00:41:51.701 --> 00:41:52.721
I don't think anybody really

00:41:52.762 --> 00:41:53.641
like said anything.

00:41:54.222 --> 00:41:55.083
We never forget.

00:41:55.103 --> 00:41:56.103
We had a lecture in class.

00:41:56.202 --> 00:41:56.882
There's a business.

00:41:57.443 --> 00:41:58.123
This guy was doing a,

00:41:58.704 --> 00:41:59.664
this great guy came and did

00:41:59.684 --> 00:42:01.505
like a business budgeting class,

00:42:01.545 --> 00:42:04.987
which in hindsight, no one has, you know,

00:42:05.027 --> 00:42:06.648
like zero percent attention

00:42:06.688 --> 00:42:07.628
span going to that.

00:42:07.748 --> 00:42:08.608
And, you know, he's like, you know,

00:42:08.628 --> 00:42:09.829
he comes in with a funny question,

00:42:09.869 --> 00:42:11.130
who here wants to get a PT

00:42:11.150 --> 00:42:12.030
job right out of school?

00:42:12.050 --> 00:42:12.351
And, you know,

00:42:12.371 --> 00:42:13.411
expected all hands to go up.

00:42:13.451 --> 00:42:14.150
Mine didn't go up.

00:42:14.632 --> 00:42:15.211
And he just goes,

00:42:16.889 --> 00:42:17.768
Did you not hear the question?

00:42:17.789 --> 00:42:18.929
I was like, oh, no, I heard it.

00:42:19.409 --> 00:42:21.710
And he's like, are you being funny?

00:42:21.751 --> 00:42:22.471
And I was like, no.

00:42:22.510 --> 00:42:23.371
And he's like, why are you here?

00:42:23.391 --> 00:42:23.911
And I go, I don't know.

00:42:23.931 --> 00:42:24.731
I've been asking the same

00:42:24.751 --> 00:42:26.193
question to myself for a while.

00:42:26.932 --> 00:42:27.333
I love it.

00:42:27.353 --> 00:42:30.034
And so people knew.

00:42:30.074 --> 00:42:31.914
People knew I was going to go a different.

00:42:32.775 --> 00:42:34.615
I was pretty furious at my

00:42:34.655 --> 00:42:35.436
school at the time when

00:42:35.456 --> 00:42:36.277
they wouldn't help me.

00:42:36.376 --> 00:42:37.237
I had a question in that

00:42:37.498 --> 00:42:38.538
same class of like, hey,

00:42:39.719 --> 00:42:40.579
if I can negotiate my

00:42:40.619 --> 00:42:41.659
salary up for five thousand

00:42:41.699 --> 00:42:42.360
dollars this year,

00:42:42.380 --> 00:42:43.980
what are some good questions I can ask?

00:42:44.019 --> 00:42:44.681
How can I do that?

00:42:45.521 --> 00:42:46.101
it doesn't seem like an

00:42:46.121 --> 00:42:46.963
appropriate question to be

00:42:47.043 --> 00:42:47.864
asking at this time.

00:42:47.983 --> 00:42:49.005
You know, you want to get a good job.

00:42:49.065 --> 00:42:49.284
And I said,

00:42:49.465 --> 00:42:50.226
I have one hundred fifty

00:42:50.266 --> 00:42:51.407
thousand dollars student loan debt.

00:42:51.487 --> 00:42:52.748
You bet your ass every five

00:42:52.768 --> 00:42:53.670
thousand dollars makes a

00:42:53.730 --> 00:42:54.630
big difference if I know

00:42:54.650 --> 00:42:55.731
how to negotiate that.

00:42:55.771 --> 00:42:56.893
Like, it might not matter to you,

00:42:57.273 --> 00:42:58.135
but it matters to me.

00:42:58.414 --> 00:42:58.534
Like,

00:42:58.574 --> 00:43:00.498
that's maybe a year sooner that I

00:43:00.518 --> 00:43:02.559
could buy a house or, you know,

00:43:02.679 --> 00:43:04.001
and I was just like I was I was like,

00:43:04.742 --> 00:43:05.643
I was essentially at that point,

00:43:05.663 --> 00:43:07.403
I was like, screw you guys.

00:43:08.666 --> 00:43:09.346
Whatever you tell me,

00:43:09.405 --> 00:43:10.146
I'm doing the opposite.

00:43:10.367 --> 00:43:11.768
That's not the business they were in.

00:43:12.048 --> 00:43:13.210
They were in the business of

00:43:13.329 --> 00:43:14.791
churning out people who

00:43:14.811 --> 00:43:15.931
could pass the NPTE.

00:43:15.952 --> 00:43:16.552
And that's fine.

00:43:17.052 --> 00:43:18.333
And as soon as you understand that,

00:43:18.614 --> 00:43:19.494
in my opinion anyway,

00:43:20.096 --> 00:43:21.297
stuff gets a lot more clear.

00:43:21.396 --> 00:43:22.637
It gets easier.

00:43:22.657 --> 00:43:23.639
Sorry, simpler, not easier.

00:43:24.119 --> 00:43:25.018
yeah but then you start to

00:43:25.039 --> 00:43:26.619
go well do they understand

00:43:26.639 --> 00:43:28.420
their consumer right and

00:43:28.501 --> 00:43:29.461
you go no they don't like

00:43:29.902 --> 00:43:30.481
and they were playing in

00:43:30.501 --> 00:43:31.302
the model where there was

00:43:31.342 --> 00:43:32.123
such higher demand than

00:43:32.163 --> 00:43:35.204
supply and uh uh and now

00:43:35.244 --> 00:43:36.005
it's like you know it's

00:43:36.085 --> 00:43:37.744
awakening like is it worth

00:43:37.844 --> 00:43:39.585
it and so I anytime

00:43:39.606 --> 00:43:40.146
someone's like should I go

00:43:40.166 --> 00:43:41.186
to pt school and I say well

00:43:41.847 --> 00:43:42.827
you know what does it look

00:43:42.847 --> 00:43:44.168
like cost-wise if it's over

00:43:44.208 --> 00:43:45.588
like seventy five thousand

00:43:45.628 --> 00:43:47.250
dollars I go I probably

00:43:47.269 --> 00:43:48.911
wouldn't do it right and

00:43:48.931 --> 00:43:50.010
they're like oh but but you

00:43:50.030 --> 00:43:50.731
know I get a doctorate

00:43:50.751 --> 00:43:51.472
degree and I go yeah

00:43:52.858 --> 00:43:53.699
like let's just let's just

00:43:53.739 --> 00:43:54.780
run the math here right and

00:43:54.820 --> 00:43:55.481
I get it it's hard when

00:43:55.501 --> 00:43:57.061
you're twenty two or

00:43:57.081 --> 00:43:57.702
whatever right you don't

00:43:57.802 --> 00:43:58.623
you're just like I just I

00:43:58.742 --> 00:43:59.403
don't even know what to do

00:43:59.443 --> 00:44:01.065
next so it's a tough I'm

00:44:01.085 --> 00:44:03.387
glad I got accepted like oh

00:44:03.407 --> 00:44:05.027
my god I won I got accepted

00:44:05.527 --> 00:44:06.188
yeah and that's why I tell

00:44:06.208 --> 00:44:06.728
people all the time you

00:44:06.748 --> 00:44:07.889
don't don't win the

00:44:07.929 --> 00:44:09.811
interview at a job or pt

00:44:09.831 --> 00:44:10.911
school or anything you

00:44:10.952 --> 00:44:11.873
learn from the interview

00:44:11.992 --> 00:44:13.614
and you decide like you

00:44:13.634 --> 00:44:14.273
wouldn't be there unless

00:44:14.293 --> 00:44:15.315
they wanted you or are

00:44:15.375 --> 00:44:16.675
considering you as well you

00:44:16.695 --> 00:44:17.416
don't win interviews

00:44:18.217 --> 00:44:21.039
Tony, to answer your question directly,

00:44:21.798 --> 00:44:22.278
if you can,

00:44:22.438 --> 00:44:23.139
I would take whatever your

00:44:23.159 --> 00:44:24.360
best organic content is.

00:44:24.481 --> 00:44:25.880
I would start potentially

00:44:25.922 --> 00:44:26.722
putting money behind it in

00:44:26.782 --> 00:44:28.242
terms of paid because it's

00:44:28.262 --> 00:44:29.382
a game of distribution.

00:44:29.543 --> 00:44:30.744
You're hoping with organic

00:44:30.764 --> 00:44:31.505
that it's going to get shared.

00:44:31.525 --> 00:44:32.485
People are going to share it

00:44:32.505 --> 00:44:33.025
to the right people.

00:44:33.286 --> 00:44:33.965
You also don't know who

00:44:33.985 --> 00:44:34.746
they're going to share it to.

00:44:34.947 --> 00:44:36.047
So those millions of people

00:44:36.067 --> 00:44:37.088
you get on your Facebook post,

00:44:38.349 --> 00:44:39.108
how many of them are

00:44:39.168 --> 00:44:40.389
actually... And again,

00:44:40.429 --> 00:44:42.030
this comes back to what's the end goal,

00:44:42.090 --> 00:44:42.990
right?

00:44:43.632 --> 00:44:44.572
If I want the metrics and I

00:44:44.592 --> 00:44:45.172
want it to be good...

00:44:46.157 --> 00:44:47.318
go ham, do whatever, right?

00:44:47.338 --> 00:44:48.239
But if it's like, hey,

00:44:49.240 --> 00:44:50.320
I want this content to lead

00:44:50.340 --> 00:44:51.983
to like where Dave's world

00:44:52.003 --> 00:44:53.724
in mind where it's like, well,

00:44:53.784 --> 00:44:54.824
I want this to end to a

00:44:54.945 --> 00:44:55.786
financial outcome for me

00:44:55.806 --> 00:44:57.146
because I'm putting time into this.

00:44:57.726 --> 00:44:59.148
Then you have to look at, well,

00:44:59.168 --> 00:44:59.809
does it make sense that a

00:44:59.829 --> 00:45:00.869
million people see it or

00:45:01.030 --> 00:45:02.451
two thousand of the right people see it?

00:45:02.791 --> 00:45:03.972
And what would you rather have?

00:45:04.072 --> 00:45:04.913
And I'd rather have two

00:45:04.952 --> 00:45:05.994
thousand of the people who

00:45:06.054 --> 00:45:06.994
are in that pocket

00:45:07.394 --> 00:45:08.375
We need that problem that

00:45:08.394 --> 00:45:09.376
this content can move them

00:45:09.416 --> 00:45:10.056
in a direction.

00:45:10.815 --> 00:45:11.777
I would spend money every

00:45:11.797 --> 00:45:13.217
day versus time to hope I

00:45:13.257 --> 00:45:14.697
find that through organic.

00:45:14.717 --> 00:45:16.539
But people are like, you love ads.

00:45:16.858 --> 00:45:18.059
I don't care what works.

00:45:18.199 --> 00:45:19.340
I just found it's distribution,

00:45:19.619 --> 00:45:20.340
getting a message in front

00:45:20.360 --> 00:45:21.460
of the right people.

00:45:21.481 --> 00:45:22.380
We have these platforms that

00:45:22.400 --> 00:45:23.322
allow us to do it.

00:45:24.021 --> 00:45:25.623
And I think the big thing is

00:45:25.702 --> 00:45:26.943
you'll just see is, well,

00:45:26.963 --> 00:45:28.184
I did it once and it didn't work.

00:45:28.204 --> 00:45:29.005
It's like, yeah,

00:45:29.264 --> 00:45:31.286
I tried to do a PT eval first time.

00:45:31.485 --> 00:45:32.786
It was pretty bad, right?

00:45:32.806 --> 00:45:34.047
Like it took me like a lot

00:45:34.068 --> 00:45:36.148
of iterations to like figure out like,

00:45:36.168 --> 00:45:36.989
what's my flow?

00:45:37.268 --> 00:45:38.389
What do people respond to?

00:45:38.869 --> 00:45:40.490
Oh, I can't say, oh, your arm looks,

00:45:40.630 --> 00:45:42.311
you know, oh, your arm looks deformed.

00:45:42.552 --> 00:45:43.393
Whoa, can't say that.

00:45:43.413 --> 00:45:44.313
That's terrible, right?

00:45:44.353 --> 00:45:45.893
Like that gets a bad response.

00:45:45.914 --> 00:45:46.875
And, you know,

00:45:46.934 --> 00:45:48.574
you just have to take it serious,

00:45:48.635 --> 00:45:49.295
I think is the thing.

00:45:49.335 --> 00:45:50.076
Like whatever you're going to do,

00:45:50.096 --> 00:45:51.097
you got to take it serious.

00:45:51.695 --> 00:45:53.097
So I know Dave's doing

00:45:53.297 --> 00:45:55.460
Google and I think a little Facebook.

00:45:55.661 --> 00:45:57.983
What are you seeing on other platforms?

00:45:58.003 --> 00:45:59.445
Like anyone doing LinkedIn,

00:45:59.626 --> 00:46:00.827
anyone doing something like

00:46:00.867 --> 00:46:02.628
Thumbtack or Angie's List

00:46:02.730 --> 00:46:03.389
or any of those?

00:46:03.409 --> 00:46:05.413
I was going to ask Will if

00:46:05.492 --> 00:46:06.434
he's doing any YouTube ads, but yeah.

00:46:06.454 --> 00:46:07.414
What do you got, Will?

00:46:07.596 --> 00:46:08.275
Yeah, YouTube.

00:46:08.315 --> 00:46:08.436
Yeah.

00:46:08.896 --> 00:46:10.838
So we do for our financial company.

00:46:11.597 --> 00:46:12.697
For PT side of stuff,

00:46:13.679 --> 00:46:14.278
here's what I've seen.

00:46:14.778 --> 00:46:15.699
I've seen a lot of people

00:46:15.739 --> 00:46:17.519
try YouTube ads to varying

00:46:17.539 --> 00:46:18.420
degrees of success.

00:46:18.519 --> 00:46:19.239
I'll just say there's

00:46:19.300 --> 00:46:20.340
probably a reason that a

00:46:20.380 --> 00:46:21.740
lot of the bigger groups

00:46:21.780 --> 00:46:23.402
that do advertising aren't

00:46:23.442 --> 00:46:26.943
doing YouTube or TikTok, really,

00:46:27.163 --> 00:46:28.822
or LinkedIn in particular.

00:46:29.342 --> 00:46:30.824
LinkedIn for PT to get new patients,

00:46:31.043 --> 00:46:31.423
for me,

00:46:32.264 --> 00:46:33.864
it's just so expensive in terms of

00:46:33.905 --> 00:46:34.945
impressions and getting in

00:46:34.965 --> 00:46:35.806
front of the right people.

00:46:35.865 --> 00:46:36.585
And it's not really...

00:46:37.896 --> 00:46:39.237
I just haven't found it to work well.

00:46:39.317 --> 00:46:40.677
For us and like a B to B service,

00:46:40.918 --> 00:46:41.679
it works fine.

00:46:41.978 --> 00:46:43.239
But for a B to C standpoint,

00:46:43.539 --> 00:46:44.481
it's not really something I

00:46:44.501 --> 00:46:46.822
would recommend just from a cost.

00:46:47.123 --> 00:46:48.344
Like you can essentially

00:46:48.384 --> 00:46:49.164
just might as well,

00:46:49.483 --> 00:46:50.784
ten X the cost versus what

00:46:50.804 --> 00:46:51.545
you'd pay on Facebook or

00:46:51.565 --> 00:46:52.646
Instagram for the same outcome.

00:46:53.166 --> 00:46:54.467
You go, wow, we'll get professionals.

00:46:58.103 --> 00:46:59.143
One of the tough things with that,

00:46:59.244 --> 00:46:59.985
and just for context,

00:47:00.005 --> 00:47:02.286
so with like LinkedIn or Google,

00:47:02.327 --> 00:47:04.409
it's like if you try to get

00:47:04.548 --> 00:47:06.050
so granular on the

00:47:06.110 --> 00:47:07.411
targeting that you want to do,

00:47:07.431 --> 00:47:08.293
it sounds great, right?

00:47:08.313 --> 00:47:11.655
These are the two thousand perfect people.

00:47:11.675 --> 00:47:12.717
The algorithm goes, hey,

00:47:12.737 --> 00:47:13.456
there's only two thousand

00:47:13.476 --> 00:47:14.938
people like we're humans.

00:47:15.318 --> 00:47:17.019
We do worse with excess data,

00:47:17.099 --> 00:47:18.121
like at a certain threshold.

00:47:18.181 --> 00:47:19.382
I can't do any better with data.

00:47:20.150 --> 00:47:21.012
Like it's the opposite with

00:47:21.032 --> 00:47:21.632
these algorithms.

00:47:21.693 --> 00:47:22.634
If you give them less data,

00:47:22.713 --> 00:47:23.474
the worst they perform.

00:47:23.715 --> 00:47:25.916
So they need enough data to like do this.

00:47:25.976 --> 00:47:26.938
And so if you were to limit

00:47:26.958 --> 00:47:28.018
it to two thousand people and you're like,

00:47:28.039 --> 00:47:28.599
these are perfect people,

00:47:28.619 --> 00:47:29.320
I'm going to get these people.

00:47:29.780 --> 00:47:30.942
The algorithm essentially is going to go.

00:47:31.782 --> 00:47:32.382
I don't even know how to

00:47:32.402 --> 00:47:33.605
spend your money because I

00:47:33.644 --> 00:47:34.706
can't learn enough from

00:47:34.766 --> 00:47:35.847
these two thousand people

00:47:35.867 --> 00:47:36.668
to make decisions.

00:47:36.788 --> 00:47:37.668
And so that's where LinkedIn

00:47:37.688 --> 00:47:38.369
gets really tough because

00:47:38.389 --> 00:47:39.751
you get super granular like, hey,

00:47:39.990 --> 00:47:41.273
I'm going to pinpoint these people.

00:47:43.014 --> 00:47:43.996
And at this point, honestly,

00:47:44.016 --> 00:47:46.800
like the AI targeting is getting so good.

00:47:46.820 --> 00:47:48.981
You just, it bases off your copy.

00:47:49.242 --> 00:47:50.164
So that's why in your copy,

00:47:50.204 --> 00:47:51.125
if you're running local ads,

00:47:51.144 --> 00:47:51.885
the things I see for

00:47:52.186 --> 00:47:53.547
biggest issues sound silly

00:47:53.588 --> 00:47:55.469
is people do not put their

00:47:55.510 --> 00:47:56.512
location where they're at.

00:47:58.344 --> 00:47:58.686
Big one.

00:47:58.865 --> 00:48:00.748
So I've had in the last week,

00:48:00.788 --> 00:48:02.951
I've already seen three physical therapy,

00:48:03.192 --> 00:48:04.032
local clinic ads.

00:48:04.132 --> 00:48:05.295
One was in Jacksonville, Florida.

00:48:05.655 --> 00:48:06.235
I'm in Pittsburgh.

00:48:06.876 --> 00:48:08.900
One was in Phoenix.

00:48:09.621 --> 00:48:10.242
I'm in Pittsburgh.

00:48:10.862 --> 00:48:12.224
One was in somewhere in Washington.

00:48:12.925 --> 00:48:14.027
I'm in Pittsburgh, right?

00:48:14.206 --> 00:48:14.927
So like, you're like,

00:48:15.728 --> 00:48:16.690
you know and they didn't

00:48:16.730 --> 00:48:17.731
even say where they where

00:48:17.771 --> 00:48:18.893
their clinic was located in

00:48:18.932 --> 00:48:19.893
the app I mean so I had to

00:48:19.934 --> 00:48:20.735
click it I was like oh is

00:48:20.755 --> 00:48:21.835
this a pittsburgh one click

00:48:21.916 --> 00:48:23.998
nope it's not right uh and

00:48:24.077 --> 00:48:25.619
so really basic things like

00:48:25.960 --> 00:48:27.121
uh setting yourself up for

00:48:27.161 --> 00:48:28.603
like are you even putting

00:48:28.862 --> 00:48:30.224
the the town name that you're in

00:48:32.126 --> 00:48:32.686
uh you know it's gonna make

00:48:32.706 --> 00:48:33.367
a huge difference but to

00:48:33.407 --> 00:48:34.106
answer your question

00:48:34.547 --> 00:48:35.907
thumbtack I've seen people

00:48:35.927 --> 00:48:39.027
have decent success um more

00:48:39.047 --> 00:48:40.108
hit or miss I find it more

00:48:40.148 --> 00:48:41.248
for home services people

00:48:41.289 --> 00:48:42.548
crush on that so we have a

00:48:42.568 --> 00:48:43.208
lot of clients who are in

00:48:43.248 --> 00:48:44.650
home services and thumbtack

00:48:44.769 --> 00:48:46.670
is angie's list is huge for

00:48:46.851 --> 00:48:49.030
uh her I forget what the

00:48:49.050 --> 00:48:49.951
other one's called door

00:48:50.391 --> 00:48:52.231
next door or something um

00:48:52.552 --> 00:48:54.873
they crush uh bark bark is one of them

00:48:55.538 --> 00:48:55.818
Bark.

00:48:55.978 --> 00:48:56.659
Yeah.

00:48:56.679 --> 00:48:57.880
For PT, not as much.

00:48:59.641 --> 00:49:00.621
But Google ads and Facebook

00:49:00.641 --> 00:49:01.442
just tried and true.

00:49:01.643 --> 00:49:03.724
TikTok for a while was working.

00:49:04.123 --> 00:49:06.166
I have found TikTok is just,

00:49:09.728 --> 00:49:11.329
it hasn't been as consistent on my end,

00:49:11.489 --> 00:49:12.471
at least just from what I've seen.

00:49:12.771 --> 00:49:14.291
So kind of tried and true.

00:49:14.492 --> 00:49:15.413
Some of the platforms too,

00:49:15.452 --> 00:49:16.474
TikTok's ad platform is

00:49:16.494 --> 00:49:17.914
just further behind than

00:49:17.954 --> 00:49:19.315
say Facebook or Instagram

00:49:19.896 --> 00:49:20.556
and is consistent.

00:49:21.527 --> 00:49:22.188
much as it sucks,

00:49:22.228 --> 00:49:23.128
it's still the best one out

00:49:23.148 --> 00:49:24.648
there in terms of like sophistication.

00:49:25.009 --> 00:49:25.929
And then Google and YouTube

00:49:25.949 --> 00:49:26.648
are kind of behind it.

00:49:26.708 --> 00:49:30.028
But yeah.

00:49:30.090 --> 00:49:30.869
We probably got time for one

00:49:30.889 --> 00:49:31.389
more question.

00:49:31.409 --> 00:49:32.090
What do you got for Will?

00:49:33.289 --> 00:49:34.469
Dave, I got one last question for you,

00:49:34.610 --> 00:49:34.690
man.

00:49:34.710 --> 00:49:35.610
What's working on the Google

00:49:35.690 --> 00:49:36.411
ad side for you?

00:49:36.710 --> 00:49:37.331
I know you're,

00:49:37.791 --> 00:49:39.050
are you optimizing for calls?

00:49:39.570 --> 00:49:40.391
Last time I remember is

00:49:40.431 --> 00:49:42.032
probably months ago,

00:49:42.052 --> 00:49:43.992
you pulled up your screenshots and stuff.

00:49:44.751 --> 00:49:46.711
Are you, who are you targeting on Google?

00:49:46.911 --> 00:49:47.873
What's working for you?

00:49:48.592 --> 00:49:49.893
And what are you optimizing for?

00:49:51.313 --> 00:49:55.938
Yeah, so we're optimizing for conversions.

00:49:56.478 --> 00:49:57.440
In terms of the campaigns,

00:49:57.500 --> 00:50:00.043
we have home physical therapy.

00:50:00.103 --> 00:50:01.704
So that's either we get

00:50:02.465 --> 00:50:03.485
people that respond to that ad.

00:50:03.585 --> 00:50:05.007
It's either they're older,

00:50:05.068 --> 00:50:07.110
they have walking mobility issues,

00:50:07.769 --> 00:50:09.871
or they're very busy.

00:50:09.932 --> 00:50:11.233
And I got a little thumbs up there.

00:50:13.282 --> 00:50:14.103
They're very busy,

00:50:14.143 --> 00:50:15.465
like a busy professional.

00:50:16.045 --> 00:50:17.385
They just don't want to take

00:50:17.405 --> 00:50:22.269
their kids to an office or themselves.

00:50:22.309 --> 00:50:23.110
Like they try to go to an

00:50:23.150 --> 00:50:24.070
office and they can't get

00:50:24.090 --> 00:50:25.711
like a seven or eight a.m.

00:50:25.731 --> 00:50:26.572
appointment or they can't

00:50:26.592 --> 00:50:27.594
get like a seven or eight p.m.

00:50:27.614 --> 00:50:27.994
appointment.

00:50:28.534 --> 00:50:30.436
And I have therapists that do those times.

00:50:30.956 --> 00:50:32.199
And we go to them.

00:50:32.239 --> 00:50:33.039
We go to their apartment.

00:50:34.101 --> 00:50:35.902
We're running lower back

00:50:35.922 --> 00:50:37.644
pain sciatica leads as well.

00:50:37.666 --> 00:50:38.686
That's a different campaign.

00:50:38.706 --> 00:50:40.309
We have another campaign for neck pain.

00:50:41.730 --> 00:50:43.572
I have a campaign for Parkinson's.

00:50:43.893 --> 00:50:44.733
And that is...

00:50:45.614 --> 00:50:47.056
Uh, that's actually a downloadable.

00:50:47.097 --> 00:50:49.121
It's like a, it's like a PDF, um,

00:50:49.201 --> 00:50:50.483
about like a healthier

00:50:50.722 --> 00:50:51.724
lifestyle or something.

00:50:52.485 --> 00:50:53.606
Um, so they get like a,

00:50:53.626 --> 00:50:55.811
that's actually like a, uh, actually you,

00:50:55.971 --> 00:50:57.293
you helped me with that, um, with,

00:50:57.432 --> 00:50:58.474
with building out the, uh,

00:50:58.494 --> 00:51:00.177
the go high level account and all that.

00:51:00.436 --> 00:51:00.617
Um,

00:51:01.619 --> 00:51:03.940
I think that's that's the

00:51:03.981 --> 00:51:05.463
most part of the different

00:51:05.483 --> 00:51:06.244
campaigns that we're running.

00:51:06.264 --> 00:51:09.367
And I just I basically turn

00:51:09.387 --> 00:51:10.427
that up and down based off

00:51:10.467 --> 00:51:12.030
of like my therapist

00:51:12.050 --> 00:51:13.371
availability and demand and all that.

00:51:13.851 --> 00:51:17.434
And so the last I checked, it was like

00:51:18.916 --> 00:51:20.097
say I can pull up an email

00:51:20.317 --> 00:51:21.978
of one of the recent

00:51:21.998 --> 00:51:24.340
reports but the the

00:51:24.659 --> 00:51:27.061
conversion amount is kind

00:51:27.101 --> 00:51:28.222
of like in the one hundred

00:51:28.322 --> 00:51:29.483
two hundred dollar range

00:51:30.264 --> 00:51:31.605
which I'm fine with because

00:51:31.664 --> 00:51:33.186
that and that might sound

00:51:33.266 --> 00:51:34.507
more expensive or you know

00:51:34.527 --> 00:51:35.688
crazy compared to other

00:51:35.788 --> 00:51:38.110
owners or other other

00:51:38.289 --> 00:51:40.311
practices out there but like again

00:51:42.088 --> 00:51:45.693
I've used now this same exact ad login,

00:51:45.713 --> 00:51:48.119
the same ad profile for

00:51:48.579 --> 00:51:49.681
five or six years or something,

00:51:49.820 --> 00:51:51.483
and just basically turn it up or down.

00:51:51.503 --> 00:51:53.126
And then if we're good, if...

00:51:54.487 --> 00:51:55.527
If I have therapists that

00:51:55.608 --> 00:51:56.409
like they don't have any

00:51:56.469 --> 00:51:57.208
openings or whatever,

00:51:57.248 --> 00:51:58.688
then we just turn all the

00:51:59.028 --> 00:52:00.730
ads down to like a dollar a day budget.

00:52:00.769 --> 00:52:02.289
So I've never paused the campaigns.

00:52:02.349 --> 00:52:03.550
I've never paused them ever

00:52:04.291 --> 00:52:06.190
because I was told like if you do that,

00:52:06.231 --> 00:52:07.311
if you turn them off or whatever,

00:52:07.692 --> 00:52:08.592
then you turn it back on.

00:52:08.851 --> 00:52:10.092
Things can be wacky or whatever.

00:52:10.132 --> 00:52:12.393
So like, you know, Ron Miller,

00:52:12.572 --> 00:52:13.693
he helped me with this guy

00:52:13.713 --> 00:52:14.634
that set him up five,

00:52:14.653 --> 00:52:15.554
six something years ago.

00:52:16.974 --> 00:52:17.735
Everything has been.

00:52:18.715 --> 00:52:20.657
good, I will comment and say,

00:52:20.677 --> 00:52:21.577
and I don't know what you're saying,

00:52:21.617 --> 00:52:23.599
but I would say that it's

00:52:23.639 --> 00:52:24.579
getting more expensive.

00:52:24.599 --> 00:52:26.760
But I also heard Alex Ramosi say, you know,

00:52:26.840 --> 00:52:28.081
people complain about leads, right?

00:52:28.422 --> 00:52:29.362
Every owner complains about

00:52:29.403 --> 00:52:30.603
leads and lead costs right now.

00:52:31.385 --> 00:52:32.126
And he says,

00:52:33.626 --> 00:52:34.927
the leads will never be

00:52:34.967 --> 00:52:36.228
cheaper than today.

00:52:36.409 --> 00:52:37.329
Like moving forward,

00:52:37.369 --> 00:52:38.891
like the leads will always

00:52:38.931 --> 00:52:40.112
be more expensive, right?

00:52:40.652 --> 00:52:40.893
So

00:52:42.889 --> 00:52:44.010
Barring any technological

00:52:44.190 --> 00:52:48.893
crazy happenings like Facebook interest.

00:52:48.914 --> 00:52:49.574
It's like inflation.

00:52:49.614 --> 00:52:50.596
I hear it all the time.

00:52:50.615 --> 00:52:51.655
Advertising is getting expensive.

00:52:52.777 --> 00:52:53.297
So are eggs.

00:52:54.617 --> 00:52:55.099
Wait a month.

00:52:55.199 --> 00:52:56.519
Are you waiting for it to go down?

00:52:56.659 --> 00:52:59.161
Hey, it's going to be.

00:52:59.221 --> 00:52:59.380
Dave,

00:52:59.400 --> 00:53:00.681
thanks for sharing that because I'm

00:53:00.742 --> 00:53:01.983
just curious what you're running.

00:53:02.003 --> 00:53:03.403
We have time for one quick last question.

00:53:03.543 --> 00:53:04.304
I'm super fascinated.

00:53:04.364 --> 00:53:05.666
Jimmy, I got a question for you.

00:53:06.266 --> 00:53:07.905
So I came into this world with digital.

00:53:08.126 --> 00:53:09.927
You were back when radio was

00:53:09.967 --> 00:53:11.987
still like a primary advertiser,

00:53:12.007 --> 00:53:13.128
still is for a lot of places, but like,

00:53:13.387 --> 00:53:14.248
what did it cost to like

00:53:14.327 --> 00:53:16.047
put ads on the radio back then?

00:53:16.088 --> 00:53:16.949
Like I think if Dave and I,

00:53:17.048 --> 00:53:18.429
we can set our own budgets, right?

00:53:18.449 --> 00:53:18.768
We can go,

00:53:18.809 --> 00:53:20.608
we can spend as little as a dollar a day.

00:53:21.150 --> 00:53:22.510
I'm assuming with radio stuff,

00:53:22.570 --> 00:53:23.690
it was like fixed costs.

00:53:23.949 --> 00:53:24.530
How did that, like,

00:53:24.570 --> 00:53:25.451
I'm super curious how that worked.

00:53:25.891 --> 00:53:26.871
Oh, it was let's make a deal.

00:53:26.951 --> 00:53:28.471
I mean, so it depended on market size.

00:53:28.610 --> 00:53:30.411
It depended on where, what station.

00:53:30.891 --> 00:53:32.072
Like here's something that's

00:53:32.092 --> 00:53:32.931
going to make you go bananas.

00:53:33.072 --> 00:53:35.032
Have you heard of the company Arbitron?

00:53:36.626 --> 00:53:37.847
Arbitron were the people

00:53:37.867 --> 00:53:39.088
that used to put boxes on

00:53:39.148 --> 00:53:40.467
top of TVs and they would

00:53:40.588 --> 00:53:42.148
like monitor what station

00:53:42.168 --> 00:53:43.208
you were actually watching.

00:53:44.228 --> 00:53:46.168
And that was an objective way of doing it,

00:53:46.668 --> 00:53:46.869
right?

00:53:47.068 --> 00:53:48.329
You got a box, you attached it,

00:53:48.349 --> 00:53:49.730
they paid you like eleven

00:53:49.769 --> 00:53:51.130
dollars to like do that.

00:53:51.550 --> 00:53:53.170
That was the Nielsen ratings, right?

00:53:53.530 --> 00:53:54.170
Yeah.

00:53:54.210 --> 00:53:55.690
Arbitron was for radio.

00:53:56.090 --> 00:53:58.012
Arbitron would send out diaries,

00:53:58.052 --> 00:53:58.931
the little books that you

00:53:58.952 --> 00:54:00.731
had to fill out for like the SATs,

00:54:00.751 --> 00:54:01.552
like your essay book,

00:54:01.833 --> 00:54:02.592
and they would just mail

00:54:02.612 --> 00:54:03.432
them out to zip codes.

00:54:04.032 --> 00:54:05.454
If you got an Arbitron book,

00:54:05.693 --> 00:54:06.394
you essentially were

00:54:06.434 --> 00:54:08.556
representing forty thousand,

00:54:08.675 --> 00:54:09.697
ninety thousand people.

00:54:10.036 --> 00:54:12.077
And you would write down on Monday,

00:54:12.219 --> 00:54:13.039
I listened to this radio

00:54:13.079 --> 00:54:15.059
station for one hour.

00:54:15.641 --> 00:54:16.400
Right.

00:54:16.460 --> 00:54:19.402
So if your brother in law

00:54:19.943 --> 00:54:22.144
got an Arbitron book and they wrote that,

00:54:22.184 --> 00:54:23.226
I listened to that guy's

00:54:23.266 --> 00:54:24.746
radio station one hundred

00:54:24.786 --> 00:54:26.208
and sixty eight hours a week.

00:54:26.807 --> 00:54:28.329
You just won the lottery and

00:54:28.349 --> 00:54:29.389
you would be dumbfounded.

00:54:29.630 --> 00:54:30.831
The return rate on those

00:54:30.871 --> 00:54:31.711
books because they were

00:54:31.731 --> 00:54:33.733
paying people like eight dollars a week.

00:54:34.713 --> 00:54:35.173
to do that.

00:54:35.474 --> 00:54:36.293
So you want to talk about

00:54:36.313 --> 00:54:38.775
like my bonus and my radio

00:54:38.815 --> 00:54:40.277
stations rankings that I

00:54:40.317 --> 00:54:41.317
then turn that over to a

00:54:41.376 --> 00:54:42.637
sales team to then go say

00:54:42.878 --> 00:54:44.199
we're number one in males,

00:54:44.278 --> 00:54:46.519
eighteen to twenty five or women,

00:54:46.559 --> 00:54:47.740
twenty five to thirty four.

00:54:48.300 --> 00:54:49.601
So that's where I learned quick.

00:54:49.862 --> 00:54:50.643
You either sell by the

00:54:50.682 --> 00:54:51.483
numbers and you die by the

00:54:51.523 --> 00:54:53.585
numbers or you sell by image.

00:54:53.644 --> 00:54:55.666
And I watched really skilled

00:54:55.706 --> 00:54:56.666
salespeople walk in.

00:54:56.985 --> 00:54:58.206
Here's a quick story I've told us before.

00:54:58.226 --> 00:54:59.007
It's fast, I promise.

00:55:00.119 --> 00:55:00.800
I got brought up because I

00:55:00.820 --> 00:55:02.081
was the afternoon guy and I

00:55:02.101 --> 00:55:03.423
was the I ran the radio station,

00:55:03.443 --> 00:55:04.764
this rock radio station in

00:55:04.844 --> 00:55:05.846
northeast Pennsylvania.

00:55:05.885 --> 00:55:06.085
Right.

00:55:06.106 --> 00:55:07.907
Fifty thousand watt flamethrower.

00:55:08.528 --> 00:55:10.510
And we walked into this guy's restaurant.

00:55:10.530 --> 00:55:12.152
He owned like a chain of restaurants,

00:55:12.273 --> 00:55:13.753
local chain in northeast Pennsylvania.

00:55:14.094 --> 00:55:15.096
Never wanted to advertise.

00:55:16.516 --> 00:55:17.255
John Crawford,

00:55:17.376 --> 00:55:18.856
my sales manager at the time, was like,

00:55:19.016 --> 00:55:19.597
this is Jimmy.

00:55:19.657 --> 00:55:20.456
I'm bringing him in because

00:55:20.496 --> 00:55:21.496
I want you to see the guy

00:55:21.516 --> 00:55:22.237
who's going to be talking

00:55:22.257 --> 00:55:24.257
about your restaurants every single day.

00:55:24.277 --> 00:55:25.077
And this guy was like,

00:55:25.757 --> 00:55:27.278
nobody listens to that radio station.

00:55:27.498 --> 00:55:28.539
They listen to another station.

00:55:28.958 --> 00:55:30.840
John closed his book, right?

00:55:31.179 --> 00:55:31.940
Looked like he was starting

00:55:31.960 --> 00:55:33.719
to pack up and goes, all right, yeah,

00:55:33.780 --> 00:55:34.400
no worries, man.

00:55:35.260 --> 00:55:36.460
Tomorrow at five o'clock, though,

00:55:36.481 --> 00:55:37.400
I want you listening to

00:55:37.440 --> 00:55:38.280
Jimmy because Jimmy's going

00:55:38.300 --> 00:55:40.001
to tell everybody your

00:55:40.041 --> 00:55:41.121
restaurant has rats.

00:55:41.382 --> 00:55:42.621
And he goes, you can't do that.

00:55:42.661 --> 00:55:43.443
You can't do that.

00:55:43.463 --> 00:55:44.063
You can't do that.

00:55:44.083 --> 00:55:44.842
He goes, don't worry about it.

00:55:46.670 --> 00:55:50.317
Nobody listens to Jimmy.

00:55:50.356 --> 00:55:51.239
And they go, all right, all right,

00:55:51.318 --> 00:55:52.782
all right, sit down, sit down, sit down.

00:55:52.802 --> 00:55:53.222
That's right.

00:55:53.543 --> 00:55:55.246
So we're talking, we're negotiating.

00:55:55.666 --> 00:55:57.170
So in terms of how much it costs,

00:55:59.030 --> 00:56:00.512
That's like some mafia negotiation.

00:56:00.532 --> 00:56:03.353
I want some mafia level stuff.

00:56:03.373 --> 00:56:04.094
Did you have minimums?

00:56:04.135 --> 00:56:05.096
Like it couldn't go below a

00:56:05.115 --> 00:56:05.476
certain minimum?

00:56:05.496 --> 00:56:06.175
Oh, yeah, yeah, yeah.

00:56:06.197 --> 00:56:07.097
So they had guardrails.

00:56:07.637 --> 00:56:07.858
I mean,

00:56:08.297 --> 00:56:09.679
I'm going to say our guardrail was

00:56:09.699 --> 00:56:10.579
like a dollar a second.

00:56:10.599 --> 00:56:12.221
So you wanted a sixty second ad spot.

00:56:12.280 --> 00:56:13.202
And that was also like we

00:56:13.222 --> 00:56:14.023
were on the sixties.

00:56:14.543 --> 00:56:16.465
Nobody's running a sixty second ad now.

00:56:16.585 --> 00:56:16.945
Yeah.

00:56:17.085 --> 00:56:17.264
I mean,

00:56:17.664 --> 00:56:19.106
I started when I was doing podcast

00:56:19.146 --> 00:56:20.666
advertising ten years ago,

00:56:20.686 --> 00:56:22.108
I was like a sixty or a thirty.

00:56:22.507 --> 00:56:23.449
Now I'm doing tens or

00:56:23.489 --> 00:56:25.489
fifteens like because I'd

00:56:25.550 --> 00:56:27.471
rather do I'd rather do volume.

00:56:28.192 --> 00:56:28.512
So, I mean,

00:56:28.572 --> 00:56:30.213
I haven't said this like publicly.

00:56:30.233 --> 00:56:31.213
I think I've said it to Tony or Dave,

00:56:31.233 --> 00:56:33.094
like for nine and a half years,

00:56:33.153 --> 00:56:34.315
I've essentially averaged

00:56:34.375 --> 00:56:35.275
two episodes a week.

00:56:35.376 --> 00:56:36.916
I'm going to five now

00:56:36.936 --> 00:56:38.677
because I've also got.

00:56:39.536 --> 00:56:41.739
virtual assistants or editors that I mean,

00:56:41.840 --> 00:56:42.961
I edited the first nine

00:56:43.021 --> 00:56:45.385
hundred and seventy episodes myself.

00:56:45.684 --> 00:56:46.385
And then if I had someone

00:56:46.405 --> 00:56:48.389
like Will or Tony or Dave around me,

00:56:48.409 --> 00:56:50.492
they'd be like, why are you doing that?

00:56:50.512 --> 00:56:50.771
I'm like, well,

00:56:50.791 --> 00:56:51.532
because I'm the only person

00:56:51.552 --> 00:56:52.375
who can do it right and

00:56:52.894 --> 00:56:54.818
take two hours to teach one

00:56:54.858 --> 00:56:55.798
other person to do it for.

00:56:56.420 --> 00:56:57.440
That and you could be doing

00:56:57.521 --> 00:56:58.360
you could be recording two

00:56:58.380 --> 00:56:59.561
episodes while they're

00:56:59.601 --> 00:57:00.402
editing the other one.

00:57:00.663 --> 00:57:01.664
So I figured that out.

00:57:01.684 --> 00:57:02.623
But yeah, I mean,

00:57:02.664 --> 00:57:03.744
in northeast Pennsylvania,

00:57:03.925 --> 00:57:05.525
that was the seventieth biggest.

00:57:05.666 --> 00:57:08.628
It's also DME like marketing area.

00:57:08.927 --> 00:57:10.188
We were like market seventy

00:57:10.268 --> 00:57:10.969
or something like that.

00:57:11.349 --> 00:57:12.070
So we were I mean,

00:57:12.351 --> 00:57:13.170
my realization was making

00:57:13.331 --> 00:57:14.291
we were gross in five or

00:57:14.311 --> 00:57:16.773
six million a year, which wasn't bad.

00:57:16.873 --> 00:57:18.454
And we had four stations in one building.

00:57:19.275 --> 00:57:20.576
So I went from running â I went from being,

00:57:20.615 --> 00:57:20.735
like,

00:57:20.755 --> 00:57:22.036
the number two at a station to

00:57:22.117 --> 00:57:23.317
running a station to

00:57:23.356 --> 00:57:24.438
running two stations.

00:57:24.757 --> 00:57:25.438
I'll tell â that's a story

00:57:25.478 --> 00:57:26.018
for a different time,

00:57:26.059 --> 00:57:27.400
how I sort of stole a radio station.

00:57:28.579 --> 00:57:29.740
And, like, for good reason, though,

00:57:29.760 --> 00:57:31.362
to save my staff, I stole it.

00:57:32.182 --> 00:57:33.543
To me, there's got to be â like,

00:57:33.563 --> 00:57:34.744
that's â I would love to

00:57:34.764 --> 00:57:35.523
tune into an episode.

00:57:35.543 --> 00:57:36.284
I'd want to keep you guys posted.

00:57:36.304 --> 00:57:36.644
I'll tell that.

00:57:36.684 --> 00:57:38.726
It was bad, but it was also good.

00:57:38.826 --> 00:57:38.965
Like,

00:57:39.407 --> 00:57:41.347
I had to steal the radio station from

00:57:41.427 --> 00:57:43.128
one person to save three.

00:57:43.309 --> 00:57:43.688
And I was like,

00:57:43.829 --> 00:57:45.590
I'll do that trolley

00:57:45.610 --> 00:57:46.490
problem math every day.

00:57:46.530 --> 00:57:47.130
I'd still do it.

00:57:47.871 --> 00:57:48.572
So â

00:57:48.951 --> 00:57:49.190
One day,

00:57:49.291 --> 00:57:50.833
I'd love to hear a background

00:57:50.873 --> 00:57:52.114
story on like how

00:57:52.215 --> 00:57:53.436
advertising and marketing

00:57:53.476 --> 00:57:54.637
and that kind of side of

00:57:54.657 --> 00:57:56.239
things has changed from that world of,

00:57:56.980 --> 00:57:57.820
and probably what it is now.

00:57:58.221 --> 00:57:59.702
Radio still is obviously going on,

00:57:59.762 --> 00:58:01.103
just how they've adjusted

00:58:01.143 --> 00:58:01.844
or how they're doing it.

00:58:01.864 --> 00:58:03.085
Yeah, no, I was looked at,

00:58:03.106 --> 00:58:04.728
because when this thing came out,

00:58:05.608 --> 00:58:07.170
I was twenty eight and I was

00:58:07.190 --> 00:58:08.010
like I did the math real

00:58:08.030 --> 00:58:08.771
quick and I was like, oh,

00:58:08.851 --> 00:58:09.692
time and space aren't going

00:58:09.711 --> 00:58:10.251
to matter anymore.

00:58:10.952 --> 00:58:12.092
And local radio relies on

00:58:12.172 --> 00:58:13.054
time and location.

00:58:13.914 --> 00:58:15.574
So I did the middle aged white guy thing.

00:58:15.695 --> 00:58:16.436
I tried law school.

00:58:16.675 --> 00:58:16.856
Nope.

00:58:16.956 --> 00:58:17.675
Try business school.

00:58:18.556 --> 00:58:19.056
Also, nope,

00:58:19.458 --> 00:58:21.119
because I didn't have my DNA down yet.

00:58:21.239 --> 00:58:22.318
Knew those things should

00:58:22.338 --> 00:58:23.340
have known those things would work.

00:58:23.500 --> 00:58:23.980
And PT.

00:58:24.039 --> 00:58:24.340
All right.

00:58:24.380 --> 00:58:25.001
This seems good.

00:58:25.300 --> 00:58:26.882
Then I got to school and I was like, shit,

00:58:26.942 --> 00:58:28.043
this was should have also

00:58:28.063 --> 00:58:30.985
been a nope in a clinic anyway, all day.

00:58:31.005 --> 00:58:31.864
And it should have been a nope.

00:58:31.885 --> 00:58:32.985
So, yeah, we can talk about that.

00:58:34.574 --> 00:58:35.574
So Will,

00:58:35.815 --> 00:58:37.614
we finished the show with parting shots.

00:58:37.635 --> 00:58:38.976
We'll go around the table.

00:58:39.056 --> 00:58:40.536
Let's start with you though.

00:58:41.097 --> 00:58:43.018
What is your parting shot for today?

00:58:45.318 --> 00:58:47.500
If you're gonna run paid traffic,

00:58:48.559 --> 00:58:50.021
take it serious and spend

00:58:50.721 --> 00:58:51.641
the couple hours learning

00:58:51.661 --> 00:58:52.702
the backend side of stuff.

00:58:52.722 --> 00:58:54.722
So that way, if you have great copy,

00:58:54.963 --> 00:58:56.224
great images,

00:58:56.264 --> 00:58:57.324
they're actually pay off for

00:58:57.344 --> 00:58:58.445
you big time.

00:58:58.465 --> 00:58:59.304
So I'll talk to you.

00:58:59.804 --> 00:59:01.246
Do the simple stuff, man.

00:59:02.858 --> 00:59:04.579
All right, guys, I'm going to say, Will,

00:59:04.878 --> 00:59:06.039
I would love,

00:59:06.079 --> 00:59:07.701
and I think everybody agrees,

00:59:07.760 --> 00:59:09.202
to have you back when we do

00:59:09.242 --> 00:59:10.682
an episode with Dave where

00:59:10.702 --> 00:59:11.463
we're talking about

00:59:11.943 --> 00:59:13.204
building the financial

00:59:13.244 --> 00:59:14.186
structure within the

00:59:14.226 --> 00:59:16.746
business so that we can sell it,

00:59:16.807 --> 00:59:18.469
we can do something with it.

00:59:18.509 --> 00:59:20.429
Like we're putting all this time, effort,

00:59:20.469 --> 00:59:22.311
money into building an asset,

00:59:22.851 --> 00:59:24.213
but it has to have value

00:59:24.253 --> 00:59:25.833
that goes beyond just us,

00:59:25.893 --> 00:59:26.713
whether it's an exit

00:59:26.733 --> 00:59:28.014
strategy or whatever.

00:59:28.434 --> 00:59:29.536
We need to get you back on

00:59:29.576 --> 00:59:30.376
to talk about that.

00:59:31.653 --> 00:59:32.474
Scott thinks that Will

00:59:32.494 --> 00:59:33.577
should have a weekly segment.

00:59:33.836 --> 00:59:35.039
We've also did things in

00:59:35.079 --> 00:59:36.900
radio where we record a segment.

00:59:36.920 --> 00:59:38.483
You could always just do a

00:59:38.543 --> 00:59:39.804
moment with Will and then

00:59:39.824 --> 00:59:40.945
just look at it.

00:59:40.985 --> 00:59:41.766
Hey, guys,

00:59:41.786 --> 00:59:43.228
here's my weekly moment with Will.

00:59:43.710 --> 00:59:44.610
I'll represent the blog

00:59:44.650 --> 00:59:45.851
community for everyone out there.

00:59:48.478 --> 00:59:49.380
I love it.

00:59:49.420 --> 00:59:51.581
My parting shot is look more

00:59:51.621 --> 00:59:53.043
into understanding or

00:59:53.063 --> 00:59:54.844
knowing the value of your time.

00:59:55.184 --> 00:59:56.626
I think Will put it really well.

00:59:56.786 --> 00:59:58.849
And maybe reach out to Will, Alex,

00:59:58.889 --> 01:00:00.630
and get a little insight

01:00:00.650 --> 01:00:02.913
from what they help other practice owners,

01:00:02.932 --> 01:00:03.893
other business owners about.

01:00:04.833 --> 01:00:05.795
And even the thing that you

01:00:05.815 --> 01:00:06.576
mentioned earlier about the

01:00:06.596 --> 01:00:07.396
things that like suck your

01:00:07.456 --> 01:00:08.577
energy versus give you

01:00:08.617 --> 01:00:09.798
energy and like the things

01:00:09.838 --> 01:00:10.719
that suck your energy,

01:00:10.780 --> 01:00:12.161
you could probably outsource.

01:00:12.222 --> 01:00:12.402
Right.

01:00:12.442 --> 01:00:14.304
So on the show, we talked about like,

01:00:14.563 --> 01:00:16.226
you know, having a cleaning person or,

01:00:16.306 --> 01:00:16.465
you know,

01:00:16.525 --> 01:00:17.626
paying someone to do other

01:00:17.646 --> 01:00:18.728
things around your home or

01:00:18.889 --> 01:00:20.050
whatever it might be or

01:00:20.070 --> 01:00:21.251
your clinic like that.

01:00:21.831 --> 01:00:23.152
And Tony painted his clinic,

01:00:23.193 --> 01:00:23.932
the inside of his clinic,

01:00:23.972 --> 01:00:24.893
not too long ago.

01:00:25.255 --> 01:00:26.195
But he did it with his family.

01:00:26.396 --> 01:00:28.356
So that gave him energy.

01:00:28.376 --> 01:00:30.840
That gave the family a task

01:00:30.920 --> 01:00:32.800
or a job or something to do together.

01:00:33.141 --> 01:00:34.922
So it didn't suck Tony's energy.

01:00:34.943 --> 01:00:36.143
It was something that they did together.

01:00:36.264 --> 01:00:36.625
Great.

01:00:37.264 --> 01:00:38.485
But if you're like a single

01:00:38.505 --> 01:00:39.786
practice owner and you're

01:00:39.847 --> 01:00:40.847
super busy and you need to

01:00:40.887 --> 01:00:41.907
work on your finances,

01:00:41.927 --> 01:00:42.768
you need to talk to Will

01:00:42.829 --> 01:00:46.050
and Alex at CEO Finance Academy,

01:00:47.032 --> 01:00:48.932
and you're valuing your

01:00:48.972 --> 01:00:50.454
hourly rate at a certain dollar amount,

01:00:50.835 --> 01:00:51.675
and it probably makes sense

01:00:51.695 --> 01:00:52.956
to outsource the painting

01:00:53.036 --> 01:00:54.217
because that's going to

01:00:54.237 --> 01:00:54.978
suck the energy from you.

01:00:54.998 --> 01:00:57.880
So think about your hourly rate,

01:00:57.920 --> 01:00:59.181
your hourly value,

01:00:59.740 --> 01:01:00.481
and what types of things

01:01:00.501 --> 01:01:01.561
you can get off your plate.

01:01:01.581 --> 01:01:02.382
Because like Will said,

01:01:02.663 --> 01:01:03.463
you're either paying with

01:01:03.483 --> 01:01:04.443
your money or you're paying

01:01:04.463 --> 01:01:05.864
with your time and effort.

01:01:06.385 --> 01:01:06.565
Yeah.

01:01:07.242 --> 01:01:09.704
I would say, is it my turn, do I go,

01:01:09.724 --> 01:01:10.346
or is it Tony's turn?

01:01:11.092 --> 01:01:12.373
Yeah, all right, I'll go.

01:01:12.432 --> 01:01:12.612
Yeah,

01:01:13.673 --> 01:01:15.394
understand what business you're in

01:01:15.434 --> 01:01:16.335
and check your ego.

01:01:16.576 --> 01:01:17.976
Like, I can do that.

01:01:18.018 --> 01:01:19.378
How hard can Facebook ads be?

01:01:19.539 --> 01:01:21.039
Watch, look, I got an ad up.

01:01:21.360 --> 01:01:22.181
Look, look, I clicked.

01:01:22.240 --> 01:01:22.721
There's the ad.

01:01:22.760 --> 01:01:23.181
There it is.

01:01:23.822 --> 01:01:24.623
But check your ego.

01:01:25.123 --> 01:01:26.885
Is it performing well, right?

01:01:26.945 --> 01:01:27.844
So actually,

01:01:28.405 --> 01:01:29.387
someone just shared a great

01:01:29.527 --> 01:01:30.567
graphic that goes around

01:01:30.586 --> 01:01:31.148
every once in a while with

01:01:31.168 --> 01:01:32.688
a Dunning-Kruger effect, right?

01:01:33.269 --> 01:01:33.769
I am dumb.

01:01:33.869 --> 01:01:34.530
I'm so smart.

01:01:34.570 --> 01:01:35.291
I'm a genius.

01:01:35.391 --> 01:01:37.072
Or Valley of Despair.

01:01:37.472 --> 01:01:38.414
It's like, we're all really...

01:01:39.233 --> 01:01:40.313
repeated beginners, right?

01:01:40.353 --> 01:01:41.155
Lifelong learners.

01:01:41.195 --> 01:01:41.574
It's like, well,

01:01:41.594 --> 01:01:43.195
you got to be dumb every once in a while.

01:01:43.255 --> 01:01:44.175
This new thing that came out,

01:01:44.215 --> 01:01:44.856
I started working with our

01:01:44.916 --> 01:01:45.755
company with AI.

01:01:46.556 --> 01:01:47.576
I was like, hi, I'm Jimmy.

01:01:47.715 --> 01:01:48.117
I'm dumb.

01:01:48.277 --> 01:01:49.157
Teach me about AI.

01:01:49.237 --> 01:01:51.317
And in a month, you know, Hormozy says,

01:01:51.396 --> 01:01:52.737
if you're willing to be bad

01:01:52.757 --> 01:01:54.197
at something for a hundred days,

01:01:54.378 --> 01:01:56.219
you will beat everybody

01:01:56.358 --> 01:01:57.739
like be bad at a hundred days.

01:01:57.998 --> 01:01:58.219
Right.

01:01:58.318 --> 01:01:58.978
And what are you willing to

01:01:58.998 --> 01:02:00.079
be bad at a hundred days at

01:02:00.360 --> 01:02:01.679
the things that give you energy,

01:02:01.719 --> 01:02:02.940
the things you're curious about,

01:02:02.960 --> 01:02:04.681
but maybe not good at just yet.

01:02:06.226 --> 01:02:06.865
All right, guys.

01:02:06.905 --> 01:02:07.666
And that's the show.

01:02:07.746 --> 01:02:08.847
I've probably known Will for

01:02:08.887 --> 01:02:11.088
about ten years now on social media.

01:02:11.208 --> 01:02:12.028
I've never,

01:02:12.248 --> 01:02:14.550
never to this day ever heard

01:02:14.630 --> 01:02:16.170
anybody say anything negative.

01:02:16.731 --> 01:02:18.632
Everything has been positive.

01:02:18.711 --> 01:02:19.411
Like, Will,

01:02:19.512 --> 01:02:20.813
you were just an amazing person.

01:02:20.853 --> 01:02:23.333
Thank you so much for coming, joining us.

01:02:23.514 --> 01:02:24.574
Jimmy, wrap it up.

01:02:24.614 --> 01:02:25.514
Forward tease.

01:02:25.574 --> 01:02:27.675
We've actually just got an email scandal.

01:02:27.715 --> 01:02:29.597
We've got the dirt on Will Boyd.

01:02:29.617 --> 01:02:30.438
Tune in Tuesday.

01:02:30.797 --> 01:02:32.298
I usually block them all.

01:02:32.318 --> 01:02:33.498
That's why you never hear anything back.

01:02:33.518 --> 01:02:34.280
This is how you get people

01:02:34.300 --> 01:02:34.920
to tune in to you.

01:02:35.019 --> 01:02:36.181
You give them something.

01:02:36.221 --> 01:02:37.780
We've got breaking news on Tuesday,

01:02:38.101 --> 01:02:39.061
but you have to tune in on

01:02:39.101 --> 01:02:40.123
Tuesday to find out what we

01:02:40.143 --> 01:02:40.603
found out about.

01:02:41.762 --> 01:02:42.903
Now, Will, thanks for having me, guys.

01:02:42.963 --> 01:02:44.364
I really appreciate it.

01:02:44.405 --> 01:02:54.170
Thanks, Will.

01:02:54.190 --> 01:02:54.630
That was fun.

Mastering Paid Ads for Physical Therapy: Will Boyd on What Works Now

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