Personal Branding in Healthcare?!

WEBVTT0:00:14.894 --> 0:00:17.797Breakfast PT club in the morning.0:00:17.817 --> 0:00:19.199My voice is about to crack.0:00:19.518 --> 0:00:20.980This is why I didn't do morning radio.0:00:21.019 --> 0:00:22.001It's like, I'm up.0:00:23.882 --> 0:00:24.722I'm functional.0:00:25.222 --> 0:00:26.964But yeah, your voice is a little tight.0:00:27.045 --> 0:00:27.705I'm Jimmy.0:00:28.006 --> 0:00:29.306It's amazing that you could0:00:29.347 --> 0:00:31.128do that again and hit those notes.0:00:31.489 --> 0:00:32.909I've got vocal range.0:00:32.950 --> 0:00:34.210I've got multiple octaves.0:00:34.290 --> 0:00:35.531We are going to talk about0:00:35.551 --> 0:00:36.993somebody who has vocal0:00:37.033 --> 0:00:38.835range today and how that applies to PT.0:00:39.972 --> 0:00:41.475uh she is a mega superstar0:00:41.814 --> 0:00:43.476um uh breakfast club club0:00:43.496 --> 0:00:45.179pt we do this weekly this0:00:45.238 --> 0:00:46.600live stream talk about a0:00:46.619 --> 0:00:47.881bunch of stuff I don't know0:00:48.042 --> 0:00:48.743what would you what would0:00:48.762 --> 0:00:49.542you say are the major0:00:49.584 --> 0:00:50.283ingredients I mean0:00:50.304 --> 0:00:51.085obviously like you know0:00:51.225 --> 0:00:52.426health care I would say0:00:52.447 --> 0:00:53.487it's not limited to pt I'd0:00:53.508 --> 0:00:55.128say it's health care we're0:00:55.168 --> 0:00:57.712pts but uh business sort of0:00:57.771 --> 0:00:59.054marketing communications0:01:00.069 --> 0:01:00.909You mean for the show,0:01:00.990 --> 0:01:01.909what we're doing right now?0:01:02.710 --> 0:01:03.451Overall, yeah.0:01:03.470 --> 0:01:04.251I would say overall,0:01:04.292 --> 0:01:06.212like what we get excited about.0:01:06.534 --> 0:01:07.194It seems like it's0:01:07.293 --> 0:01:08.715everything other than clinical.0:01:08.795 --> 0:01:10.436I was thinking about that this morning.0:01:10.475 --> 0:01:12.418I was like, we never talk about clinical.0:01:12.438 --> 0:01:13.959You would think a PT call-in0:01:14.019 --> 0:01:16.581show would be calling with a condition,0:01:16.661 --> 0:01:18.302calling with a challenging case,0:01:18.501 --> 0:01:19.382but we don't do any of that.0:01:19.602 --> 0:01:20.384I was explaining that to0:01:20.424 --> 0:01:22.185someone really close to me.0:01:22.204 --> 0:01:22.644And she's like,0:01:22.685 --> 0:01:23.525but you don't talk about like0:01:24.135 --> 0:01:24.996I've never heard you, like,0:01:25.236 --> 0:01:25.897you don't often say the0:01:25.917 --> 0:01:27.959word shoulder or knee or joint.0:01:28.039 --> 0:01:28.358And I'm like,0:01:28.899 --> 0:01:29.980there are a thousand other0:01:30.000 --> 0:01:30.600people doing that.0:01:30.900 --> 0:01:32.022I work with some of those brands.0:01:32.441 --> 0:01:33.382APTA Orthopedics,0:01:33.623 --> 0:01:34.683they just launched a podcast.0:01:34.983 --> 0:01:35.224Trust me,0:01:35.243 --> 0:01:35.983they're going to talk about stuff0:01:36.004 --> 0:01:36.305like that.0:01:37.064 --> 0:01:37.986There are a million of those.0:01:38.165 --> 0:01:40.246So we're like everything you0:01:40.387 --> 0:01:41.548didn't learn in PT school.0:01:41.989 --> 0:01:42.769Yes, I love it.0:01:43.108 --> 0:01:43.349All right.0:01:43.409 --> 0:01:44.090So we're going to talk about0:01:44.129 --> 0:01:44.790personal branding.0:01:44.831 --> 0:01:46.871This came about because I0:01:46.891 --> 0:01:48.233think I texted both of you0:01:48.533 --> 0:01:50.974a picture of a postcard that I got0:01:52.108 --> 0:01:53.150uh in the mail an actual0:01:53.209 --> 0:01:54.430postcard mailer people do0:01:54.471 --> 0:01:56.031postcard mailers but hey0:01:56.052 --> 0:01:57.052physical advertising never0:01:57.093 --> 0:01:58.474works and here is what it0:01:58.493 --> 0:01:59.435looks like this was the0:01:59.454 --> 0:02:00.075this was laying in my0:02:00.094 --> 0:02:02.617mailbox and it's just a0:02:02.796 --> 0:02:03.817postcard right it says0:02:03.858 --> 0:02:05.259boston on the front apta0:02:05.319 --> 0:02:07.740csm date a logo achieve0:02:07.820 --> 0:02:09.122physical therapy we I have0:02:09.382 --> 0:02:10.522no idea who these people0:02:10.603 --> 0:02:13.344are and then the back I was0:02:13.384 --> 0:02:15.747like okay got it boston from the back0:02:16.962 --> 0:02:18.783really grabs my eye and it0:02:18.824 --> 0:02:20.104says taylor swift miami0:02:20.425 --> 0:02:23.437october 18th visit booth 500:02:23.437 --> 0:02:25.62870 and I was like what is0:02:25.669 --> 0:02:26.990this for a chance to win0:02:27.030 --> 0:02:28.411two free concert tickets to0:02:28.450 --> 0:02:30.271see taylor swift who I0:02:30.292 --> 0:02:31.092don't know if you guys have0:02:31.272 --> 0:02:32.693uh seen but she's uh it's0:02:32.713 --> 0:02:33.253got a little bit of air0:02:33.313 --> 0:02:34.175time going on she's making0:02:34.194 --> 0:02:35.395a couple bucks out there0:02:36.395 --> 0:02:39.859and uh I was like this got0:02:39.878 --> 0:02:41.759my eye but I had a few0:02:41.800 --> 0:02:42.901thoughts about this mailer0:02:43.901 --> 0:02:45.043and I shared the front and0:02:45.062 --> 0:02:46.365the back picture with you,0:02:46.405 --> 0:02:47.346and I wanted your thoughts,0:02:47.605 --> 0:02:48.828and we didn't share really thoughts.0:02:48.848 --> 0:02:49.889We did a little bit, and then we said,0:02:49.908 --> 0:02:50.189stop,0:02:50.210 --> 0:02:51.450let's just share them on the live stream.0:02:51.972 --> 0:02:53.433What were your thoughts on the mailer?0:02:53.454 --> 0:02:54.354Who wants to go first?0:02:54.635 --> 0:02:55.356Dave, you go first.0:02:57.532 --> 0:03:00.014uh I I'm first of all I0:03:00.054 --> 0:03:00.813would just be skeptical0:03:00.873 --> 0:03:01.693like are they actually0:03:01.734 --> 0:03:02.593giving away tickets at the0:03:02.633 --> 0:03:03.674booth I understand that0:03:03.693 --> 0:03:04.914it's for attention they0:03:04.955 --> 0:03:06.094want they want csm0:03:06.134 --> 0:03:06.974attendees to come to the0:03:06.995 --> 0:03:08.134booth and it's probably0:03:08.395 --> 0:03:09.276this is before I looked up0:03:09.316 --> 0:03:10.216the website but I was like0:03:10.256 --> 0:03:11.855it's probably a recruiting0:03:11.936 --> 0:03:12.515thing where they want to0:03:12.556 --> 0:03:14.037get more people their names0:03:14.056 --> 0:03:14.997their emails their phone0:03:15.016 --> 0:03:16.396numbers to write down or0:03:16.597 --> 0:03:17.497enter it on an ipad or0:03:17.516 --> 0:03:18.456write it down on some list0:03:18.497 --> 0:03:19.638or something for them to0:03:19.677 --> 0:03:20.638collect leads to then0:03:21.497 --> 0:03:22.878Try to recruit those therapists,0:03:23.098 --> 0:03:23.819even if they're from across0:03:23.840 --> 0:03:25.501the country to come, you know, move to,0:03:25.741 --> 0:03:27.322you know, work at that Boston clinic.0:03:27.342 --> 0:03:28.823They have like five locations or whatever.0:03:29.604 --> 0:03:31.465I think it's a good idea if, you know,0:03:31.544 --> 0:03:32.846for attention and marketing.0:03:32.866 --> 0:03:33.627And we're talking about it.0:03:33.646 --> 0:03:35.008Like I said, you sent us pictures.0:03:35.228 --> 0:03:35.968We're talking about it on a0:03:36.008 --> 0:03:36.508video right now.0:03:36.688 --> 0:03:37.990So obviously it did its job.0:03:38.050 --> 0:03:40.352First of all, is it a real giveaway?0:03:40.372 --> 0:03:41.431I don't know.0:03:41.451 --> 0:03:42.633Like, do they actually have the tickets?0:03:42.853 --> 0:03:43.253Maybe not.0:03:43.274 --> 0:03:44.093Cause I think you said it's0:03:44.114 --> 0:03:45.115like a chance to win.0:03:45.175 --> 0:03:46.795So it's like the practice is0:03:46.895 --> 0:03:48.056also in a chance to win.0:03:48.116 --> 0:03:48.637So it's like,0:03:48.657 --> 0:03:50.179do they actually have the tickets or not?0:03:50.218 --> 0:03:50.538I don't know.0:03:51.030 --> 0:03:51.689I think they do.0:03:52.230 --> 0:03:53.651I mean, in my mind,0:03:53.991 --> 0:03:55.472because I was on the back0:03:55.512 --> 0:03:58.493end of creating contests, to me,0:03:58.514 --> 0:03:59.435this is an ROI thing.0:03:59.694 --> 0:04:00.655We need attention.0:04:01.235 --> 0:04:02.695If you've been to an expo0:04:02.716 --> 0:04:04.817hall like APTA CSM before, it's chaos.0:04:04.978 --> 0:04:06.617It's like Central Park on0:04:06.638 --> 0:04:07.399the busiest day of the year.0:04:08.546 --> 0:04:09.206Taylor Swift tickets,0:04:09.227 --> 0:04:10.527I looked up really quick for that show,0:04:11.087 --> 0:04:14.368were like $800 to $1,000 a pop.0:04:14.549 --> 0:04:14.748So it's $2,000.0:04:15.489 --> 0:04:17.970They are not promising hotel, flight,0:04:18.029 --> 0:04:18.290all that.0:04:18.329 --> 0:04:18.509So it's $2,000.0:04:18.889 --> 0:04:19.370You're all in for $2,000.0:04:20.411 --> 0:04:21.011Unless they bought the0:04:21.050 --> 0:04:22.110tickets early when it was0:04:22.130 --> 0:04:22.992like a couple hundred bucks.0:04:23.072 --> 0:04:23.672Because these are all0:04:23.711 --> 0:04:24.632scalped up because of0:04:25.132 --> 0:04:25.853scalpers and whatever.0:04:26.473 --> 0:04:26.793So this is $2,000.0:04:27.192 --> 0:04:28.894A mailer, I don't really know.0:04:28.954 --> 0:04:30.434I didn't do a ton of mailers in radio.0:04:30.754 --> 0:04:32.475But these aren't terribly expensive.0:04:33.310 --> 0:04:34.432So they obviously bought...0:04:34.451 --> 0:04:35.451Like $1 to each?0:04:35.471 --> 0:04:37.593Yeah, so they got access to a list,0:04:37.754 --> 0:04:39.454and they're saying... Are0:04:39.475 --> 0:04:40.435you guys going to CSM?0:04:40.456 --> 0:04:42.197Are you on the... No, okay.0:04:42.237 --> 0:04:42.416No.0:04:42.976 --> 0:04:44.298If anybody is watching right now,0:04:44.377 --> 0:04:45.358and you got one of these...0:04:46.509 --> 0:04:47.050Put it in the comments.0:04:47.069 --> 0:04:47.449I want to know.0:04:48.189 --> 0:04:50.511Because I'm guessing they got the list,0:04:50.651 --> 0:04:51.891but maybe they didn't send0:04:51.911 --> 0:04:53.050them to everybody because I0:04:53.110 --> 0:04:53.911am in New York.0:04:53.990 --> 0:04:55.271I'm a couple states away.0:04:55.752 --> 0:04:56.692I want to know if someone's0:04:56.711 --> 0:04:58.372going to CSM from California,0:04:58.732 --> 0:04:59.471did they get this?0:05:00.052 --> 0:05:00.632Because that could be0:05:00.651 --> 0:05:01.632another segmentation to0:05:01.673 --> 0:05:02.872just reduce costs but also0:05:02.913 --> 0:05:04.293increase accuracy.0:05:04.533 --> 0:05:05.293Because there's a marketing0:05:05.333 --> 0:05:06.052person in the area of this0:05:06.072 --> 0:05:07.153who's got an answer for this,0:05:07.574 --> 0:05:08.814what happens.0:05:08.874 --> 0:05:09.634I think it was good.0:05:15.286 --> 0:05:16.007I think it was a good campaign.0:05:16.028 --> 0:05:16.788It got my attention.0:05:16.809 --> 0:05:17.728I was like, Taylor Swift?0:05:18.170 --> 0:05:19.810It's sort of like, really, though?0:05:20.232 --> 0:05:20.872Which is cool.0:05:21.793 --> 0:05:22.613And I forget what the name0:05:22.634 --> 0:05:23.435of the principle is.0:05:23.475 --> 0:05:24.696There's always these, like, you know,0:05:25.336 --> 0:05:26.478the Murphy's Law and the0:05:26.557 --> 0:05:27.459Pareto principle.0:05:27.778 --> 0:05:30.021But there's a principle in giveaways.0:05:30.942 --> 0:05:31.742And the principle is,0:05:31.882 --> 0:05:35.607if the prize seems too big, it seems like,0:05:35.966 --> 0:05:36.507no, I'm not even.0:05:36.588 --> 0:05:38.168Like, if they were giving away a Ferrari,0:05:38.228 --> 0:05:39.009it's like, I have no chance.0:05:39.889 --> 0:05:40.449I'm not going.0:05:40.870 --> 0:05:42.211They might be giving away the Ferrari.0:05:42.290 --> 0:05:44.173Someone is leaving CSM with the Ferrari.0:05:44.514 --> 0:05:46.555But it seems so out of reach.0:05:46.596 --> 0:05:47.396It's like, eh.0:05:47.877 --> 0:05:48.877And then also, if it's like,0:05:48.918 --> 0:05:50.939we're giving away seven Bic pens.0:05:51.040 --> 0:05:51.339It's like,0:05:51.521 --> 0:05:53.463I'm not going there for seven Bic pens.0:05:54.543 --> 0:05:55.925If the price is too low, it's like,0:05:55.985 --> 0:05:56.605why bother?0:05:56.725 --> 0:05:58.468I'd probably win, but who cares?0:05:58.927 --> 0:06:00.348But too big, it's out of reach.0:06:01.389 --> 0:06:04.033I think this is in the sweet spot of that.0:06:04.052 --> 0:06:05.514We're like, okay, that's two grand.0:06:05.714 --> 0:06:07.355A company, the booth itself,0:06:07.896 --> 0:06:08.898just getting the 10 by 100:06:08.898 --> 0:06:10.339square is a couple grand.0:06:11.300 --> 0:06:13.622I think this chance to win thing,0:06:13.642 --> 0:06:14.363I think we might have been over,0:06:14.843 --> 0:06:15.964that's just legalese in how0:06:15.985 --> 0:06:16.646you have to say it.0:06:19.201 --> 0:06:20.442So so I think this is good.0:06:20.502 --> 0:06:20.642Yeah.0:06:20.682 --> 0:06:21.624And then I then I had to0:06:21.663 --> 0:06:22.444look them up because I was like,0:06:22.524 --> 0:06:23.204are they a PT?0:06:23.305 --> 0:06:24.386Are they a marketing company?0:06:24.947 --> 0:06:25.668What are they doing?0:06:26.127 --> 0:06:26.528So I don't know.0:06:26.567 --> 0:06:27.129This might have been0:06:27.329 --> 0:06:28.971carefully not a lot of0:06:29.071 --> 0:06:30.512information on their card0:06:30.572 --> 0:06:31.874because I did the same thing, too.0:06:32.593 --> 0:06:33.295I think if they would have0:06:33.314 --> 0:06:34.555done if they my only0:06:35.096 --> 0:06:36.197critique would have been0:06:36.517 --> 0:06:37.639put less on the card.0:06:38.702 --> 0:06:39.843Like going to CSM,0:06:40.684 --> 0:06:42.064you could be seeing Taylor Swift too.0:06:42.204 --> 0:06:43.463And then just the one site or something.0:06:43.483 --> 0:06:44.043You know what I mean?0:06:44.444 --> 0:06:45.024Like, like,0:06:45.045 --> 0:06:47.144like strip it down to as little0:06:47.185 --> 0:06:47.524as possible.0:06:47.545 --> 0:06:48.625I just flashed my address on0:06:48.646 --> 0:06:49.305the live stream.0:06:50.625 --> 0:06:51.505You shared your number.0:06:51.605 --> 0:06:52.706So wait, what is a chief?0:06:52.747 --> 0:06:54.107I don't, I still don't even know.0:06:58.408 --> 0:06:58.709Okay.0:06:58.848 --> 0:06:59.389Achieve.0:06:59.670 --> 0:07:01.012So Dave, you looked it up.0:07:01.052 --> 0:07:01.793I'll bring it up on the,0:07:01.872 --> 0:07:02.913they have like five locations.0:07:02.935 --> 0:07:04.576It's just, they like outpatient ortho,0:07:05.158 --> 0:07:06.680physical therapy, office.0:07:06.720 --> 0:07:08.122So they're like some, you know,0:07:08.141 --> 0:07:09.242critical size.0:07:09.764 --> 0:07:10.064Okay.0:07:10.084 --> 0:07:11.966So it's, it's a business.0:07:12.047 --> 0:07:13.949They're in Boston.0:07:13.970 --> 0:07:14.591Yeah.0:07:16.194 --> 0:07:16.656in and around.0:07:16.696 --> 0:07:17.115To me,0:07:17.197 --> 0:07:18.658everything in Massachusetts is Boston.0:07:18.738 --> 0:07:22.124I'm seeing Acton, Hudson, Sudbury,0:07:22.684 --> 0:07:23.125Bedford.0:07:26.069 --> 0:07:26.990You can't say some of these0:07:27.031 --> 0:07:28.172town names like Bedford.0:07:28.572 --> 0:07:29.254It's not Bedford.0:07:29.293 --> 0:07:29.855It's Bedford.0:07:30.134 --> 0:07:30.615It's like you have to0:07:31.387 --> 0:07:32.369I dated a girl from Reading.0:07:32.408 --> 0:07:33.009That's how I knew that.0:07:33.028 --> 0:07:34.430A million years ago.0:07:34.589 --> 0:07:35.211Baylor Swift.0:07:35.511 --> 0:07:36.232Bedford.0:07:36.651 --> 0:07:37.091Medford.0:07:39.233 --> 0:07:41.274They're an outpatient PT clinic with one,0:07:41.295 --> 0:07:43.096two, three, four, five clinics.0:07:43.297 --> 0:07:44.958One of them is specialized0:07:45.117 --> 0:07:46.338in women's health.0:07:47.673 --> 0:07:47.934Okay.0:07:48.175 --> 0:07:50.177So, I mean, interesting, you know, I,0:07:50.437 --> 0:07:53.459I probably, you gotta assume Taylor Swift,0:07:53.480 --> 0:07:54.560they're looking at a target0:07:54.600 --> 0:07:58.805demographic of young female Swifty PTs,0:07:58.946 --> 0:07:59.206right?0:07:59.286 --> 0:07:59.505They're,0:07:59.547 --> 0:08:01.208they're not looking to hire you or me.0:08:01.728 --> 0:08:02.810We're not going to get.0:08:03.307 --> 0:08:04.129We don't have the same0:08:04.209 --> 0:08:08.192appeal to try for those tickets.0:08:08.233 --> 0:08:10.175So they're looking at a clear demographic.0:08:11.076 --> 0:08:12.197I certainly wouldn't have0:08:12.237 --> 0:08:13.559wasted the front of that on0:08:14.199 --> 0:08:16.161a huge name like Boston.0:08:16.482 --> 0:08:16.961Who cares?0:08:17.262 --> 0:08:18.903That's not going to attract me.0:08:19.564 --> 0:08:20.345It should be Taylor Swift.0:08:20.786 --> 0:08:21.206Exactly.0:08:21.406 --> 0:08:22.565Yeah, 100%.0:08:22.646 --> 0:08:23.966I would have plastered it0:08:24.107 --> 0:08:27.728Swifties and bling and everything.0:08:28.048 --> 0:08:29.168We had Taylor Swift come0:08:29.189 --> 0:08:30.689through Cincinnati recently,0:08:31.329 --> 0:08:32.710and I was downtown for a0:08:32.791 --> 0:08:34.191Reds game with my family.0:08:34.270 --> 0:08:34.630I'm like,0:08:34.850 --> 0:08:36.731why are these women dressed like this?0:08:36.792 --> 0:08:37.633And then they were like, oh,0:08:37.972 --> 0:08:40.313Taylor Swift is here in like two hours.0:08:40.953 --> 0:08:42.453So that's what I would have pushed.0:08:42.815 --> 0:08:42.975Yeah.0:08:44.001 --> 0:08:45.442But, you know, it is what it is.0:08:45.462 --> 0:08:47.024I mean, they caught attention.0:08:47.083 --> 0:08:48.484Like you said, it's different.0:08:49.164 --> 0:08:49.884At least they weren't0:08:49.924 --> 0:08:51.145talking about one on one0:08:51.186 --> 0:08:52.527therapy and quality care.0:08:52.547 --> 0:08:53.267They were talking about0:08:53.307 --> 0:08:54.368something that appealed to0:08:54.408 --> 0:08:55.488the target demographic.0:08:56.188 --> 0:08:57.729We want to hire a bunch of young,0:08:57.808 --> 0:08:59.250licensed female therapists.0:08:59.649 --> 0:09:00.571So you exactly.0:09:00.831 --> 0:09:00.971So.0:09:01.270 --> 0:09:01.792So also,0:09:01.831 --> 0:09:02.991if you were going to give this a grade,0:09:03.152 --> 0:09:04.273I would give it an A minus.0:09:04.413 --> 0:09:05.533Like, I mean, really,0:09:05.573 --> 0:09:08.174I'm just it's a couple of points of sure.0:09:08.735 --> 0:09:09.495Because honestly.0:09:11.222 --> 0:09:12.344Dave, Tony,0:09:12.464 --> 0:09:13.644how many people do you think0:09:13.684 --> 0:09:15.106they actually could hire?0:09:15.366 --> 0:09:17.408And we're spitballing0:09:17.428 --> 0:09:18.509because we need more information,0:09:18.549 --> 0:09:20.292but them hiring one or two0:09:20.331 --> 0:09:21.994people could be a victory, right?0:09:22.033 --> 0:09:23.294I mean, one could be a victory.0:09:23.695 --> 0:09:24.535So you spend $2,000, $2,500,0:09:24.535 --> 0:09:25.376that's a pretty good...0:09:29.035 --> 0:09:29.235I mean,0:09:29.255 --> 0:09:31.339you'd spend $5,000 to $8,000 on a0:09:31.399 --> 0:09:31.818recruiter.0:09:33.221 --> 0:09:35.023And I am sure now that I0:09:35.062 --> 0:09:36.083understand this better,0:09:36.945 --> 0:09:39.486when my family got Taylor Swift tickets,0:09:39.567 --> 0:09:40.708they got into the lottery,0:09:40.749 --> 0:09:42.730they got online, they got four tickets.0:09:42.791 --> 0:09:44.131It didn't cost them anything extra.0:09:44.732 --> 0:09:46.173Like you said at the beginning, Jimmy,0:09:46.214 --> 0:09:47.315I'm sure somebody on the0:09:47.355 --> 0:09:49.096team got in there,0:09:49.476 --> 0:09:51.119got the tickets at the0:09:51.158 --> 0:09:52.980going rate when they went on sale.0:09:53.421 --> 0:09:54.221And now they're like, hey,0:09:54.241 --> 0:09:55.081let's leverage this.0:09:55.121 --> 0:09:55.722Let's use it.0:09:55.763 --> 0:09:57.203And if the person who wins0:09:57.303 --> 0:10:00.047it can't use the tickets, even better.0:10:00.726 --> 0:10:02.448Because now whoever's on the0:10:02.489 --> 0:10:04.049team that won them originally will go.0:10:04.451 --> 0:10:04.650Yeah.0:10:05.211 --> 0:10:05.412Yeah.0:10:05.672 --> 0:10:06.893So this was I thought this0:10:06.932 --> 0:10:07.474was pretty good.0:10:07.813 --> 0:10:08.274I like this.0:10:08.313 --> 0:10:09.215And I wanted to sort of give0:10:09.254 --> 0:10:09.775this a shout out.0:10:09.836 --> 0:10:11.136It's just a good discussion points.0:10:11.515 --> 0:10:11.735Yeah.0:10:11.816 --> 0:10:12.996And I think this leads into0:10:13.057 --> 0:10:14.076kind of the topic that I0:10:14.096 --> 0:10:15.357pitched to you guys was0:10:15.538 --> 0:10:17.078let's talk about personal branding.0:10:17.578 --> 0:10:18.840We could talk about personal0:10:18.879 --> 0:10:20.921branding from growing a business,0:10:21.041 --> 0:10:22.221which I think all three of0:10:22.282 --> 0:10:24.322us have some level of a personal brand,0:10:24.822 --> 0:10:26.344but then also from being a0:10:26.403 --> 0:10:27.283staff therapist.0:10:27.344 --> 0:10:28.904I think if I was a W20:10:29.164 --> 0:10:31.785employee today coming into the market,0:10:32.067 --> 0:10:33.586I would focus on building0:10:33.647 --> 0:10:35.048my own personal brand,0:10:35.107 --> 0:10:36.589even if I never grew a business.0:10:37.089 --> 0:10:38.571Because my personal brand is0:10:38.591 --> 0:10:39.993going to bring value when I0:10:40.013 --> 0:10:41.455go to my next employer,0:10:41.514 --> 0:10:42.596when I switch jobs,0:10:42.655 --> 0:10:43.778when I go to the next thing0:10:43.817 --> 0:10:44.639in my profession.0:10:45.200 --> 0:10:46.961So I'd love to hear, like, obviously,0:10:47.081 --> 0:10:48.964Jimmy's the king of personal brand.0:10:49.585 --> 0:10:50.466What are your thoughts?0:10:51.126 --> 0:10:52.268So I'm going to start.0:10:52.567 --> 0:10:53.347I like to start with0:10:53.469 --> 0:10:54.708everything that I learned0:10:54.788 --> 0:10:56.591from in communications0:10:56.630 --> 0:10:57.390because I learned it from0:10:57.530 --> 0:10:59.753like like Franciscan friars.0:10:59.832 --> 0:11:00.913Like it sounds like I was a0:11:00.972 --> 0:11:02.173monk living in the hills,0:11:02.193 --> 0:11:03.554but I went to a Catholic0:11:03.595 --> 0:11:04.875university and one of my0:11:04.916 --> 0:11:06.236professors just spoke so0:11:06.277 --> 0:11:07.577well and his brother Basil.0:11:08.298 --> 0:11:09.818And in public relations,0:11:09.879 --> 0:11:10.840I think I've told this like0:11:10.860 --> 0:11:11.720a little anecdote before,0:11:11.740 --> 0:11:12.400but it's so good.0:11:13.150 --> 0:11:13.932he asked a room full of0:11:14.072 --> 0:11:14.972communication students to0:11:15.133 --> 0:11:16.073what's public relations.0:11:16.254 --> 0:11:17.174And a bunch of students, you know,0:11:17.195 --> 0:11:17.715we were all trying to0:11:18.135 --> 0:11:19.636impress the prof and it's0:11:19.736 --> 0:11:21.317spin and control the story.0:11:21.357 --> 0:11:22.259And he just sat there in his0:11:22.318 --> 0:11:23.500robe and shaking his head.0:11:23.539 --> 0:11:24.000And he said, no,0:11:24.948 --> 0:11:26.070public relations is building0:11:26.110 --> 0:11:26.831a relationship with the0:11:26.870 --> 0:11:27.831public the answers in the0:11:27.870 --> 0:11:29.212question right and I think0:11:29.253 --> 0:11:30.533personal branding is really0:11:31.173 --> 0:11:33.155you know well Nike its logo0:11:33.416 --> 0:11:35.937and its font and color and0:11:35.957 --> 0:11:37.038I think people like Chris0:11:37.078 --> 0:11:37.919Doe if you don't know who0:11:37.960 --> 0:11:39.341that is look him up he0:11:39.360 --> 0:11:40.542would say that's not it0:11:40.601 --> 0:11:42.182he's like I see that's what0:11:42.202 --> 0:11:43.823you see but um0:11:44.793 --> 0:11:45.673I don't even know whose0:11:45.693 --> 0:11:46.754definition I like the best0:11:46.793 --> 0:11:47.355as much as it's,0:11:47.835 --> 0:11:48.835what do people say about0:11:48.855 --> 0:11:50.416you when you're collateral,0:11:50.556 --> 0:11:51.897when you're not around,0:11:51.937 --> 0:11:53.077when your stuff's not around?0:11:53.097 --> 0:11:55.119I like to say it to people.0:11:55.158 --> 0:11:55.458I say,0:11:56.519 --> 0:11:57.980what does your organization smell like?0:11:58.441 --> 0:11:59.782And they're like, that's a weird question.0:12:00.282 --> 0:12:00.842Yeah, it is.0:12:01.182 --> 0:12:02.104But it makes you think.0:12:02.524 --> 0:12:03.046Because if I say,0:12:03.066 --> 0:12:04.246what does your organization look like?0:12:04.267 --> 0:12:04.547You're like,0:12:04.847 --> 0:12:06.570here's my logo and here's my font.0:12:07.029 --> 0:12:07.870What does it sound like?0:12:07.892 --> 0:12:08.993Well, here's my tagline.0:12:09.013 --> 0:12:09.774Here's my mantra.0:12:09.793 --> 0:12:10.934I was like, no, what is your organization?0:12:10.955 --> 0:12:11.596What do you smell like?0:12:11.615 --> 0:12:12.177What do you taste like?0:12:12.537 --> 0:12:13.378I like asking those two0:12:13.437 --> 0:12:14.600things because most of the0:12:14.620 --> 0:12:15.721time I'm not dealing with restaurants.0:12:16.381 --> 0:12:16.903So it is like,0:12:16.942 --> 0:12:18.124what do people say about you?0:12:19.110 --> 0:12:20.671That's second and third level.0:12:21.110 --> 0:12:22.432And that by the second and third level,0:12:22.852 --> 0:12:24.153somebody gave this great analogy.0:12:24.214 --> 0:12:25.573It's like once people start0:12:25.614 --> 0:12:26.294talking about you,0:12:26.335 --> 0:12:27.095it's like a running back.0:12:27.196 --> 0:12:28.535Once you get past the0:12:28.657 --> 0:12:29.856offensive defensive line0:12:29.897 --> 0:12:31.018and you're into the running backs,0:12:31.498 --> 0:12:33.159when people are talking about you,0:12:34.139 --> 0:12:34.821that's free money.0:12:35.500 --> 0:12:36.501That's because they're now0:12:36.782 --> 0:12:37.663they're projecting.0:12:37.863 --> 0:12:39.004They're telling people, oh,0:12:39.024 --> 0:12:39.764you got to hear this thing.0:12:39.783 --> 0:12:40.644You got to go to this guy.0:12:40.664 --> 0:12:41.985You go to this booth or0:12:42.005 --> 0:12:43.125given away Taylor Swift tickets.0:12:43.567 --> 0:12:44.868That is when people when you0:12:44.908 --> 0:12:45.868become and I know, Tony,0:12:45.888 --> 0:12:47.009you like this one when you0:12:47.048 --> 0:12:48.169become remarkable.0:12:48.856 --> 0:12:49.076Yeah.0:12:49.398 --> 0:12:50.437Worth remarking about.0:12:50.859 --> 0:12:52.139I learned this word twice.0:12:52.679 --> 0:12:53.821Once when I started using it0:12:53.860 --> 0:12:54.522and kind of knew what it0:12:54.562 --> 0:12:56.384was when I was 12 or 15.0:12:56.384 --> 0:12:57.344And then the second one,0:12:57.364 --> 0:13:00.407I think it was Seth Godin who said,0:13:00.907 --> 0:13:02.828you're worthy of making a remark about.0:13:02.849 --> 0:13:04.009You did something that0:13:04.070 --> 0:13:04.990someone else was willing to0:13:05.350 --> 0:13:07.832Put your idea or words in0:13:07.893 --> 0:13:09.092their mouth and say it.0:13:09.494 --> 0:13:11.195And if that's not validation,0:13:11.274 --> 0:13:12.154I don't know what is.0:13:12.394 --> 0:13:14.437I'm willing to vouch for0:13:14.456 --> 0:13:15.596this person and say that0:13:15.636 --> 0:13:17.118their idea and share their idea.0:13:17.457 --> 0:13:18.538So I think personal brand is0:13:18.958 --> 0:13:19.960all the things that you do0:13:20.539 --> 0:13:22.280that lead up to that.0:13:22.380 --> 0:13:23.101Those are the things.0:13:23.442 --> 0:13:24.241So the last thing I'll say,0:13:24.282 --> 0:13:25.023because I could talk a lot,0:13:25.043 --> 0:13:26.663is you are either doing0:13:26.724 --> 0:13:30.066branding well or you are doing it poorly.0:13:30.868 --> 0:13:31.288This is,0:13:31.368 --> 0:13:32.128your muscle is either0:13:32.168 --> 0:13:33.328strengthening or atrophying.0:13:33.369 --> 0:13:34.089You are doing public0:13:34.109 --> 0:13:35.230relations well or poorly.0:13:35.450 --> 0:13:36.490It's always going on.0:13:36.850 --> 0:13:38.610Like, we don't do PR here.0:13:38.711 --> 0:13:39.150Yes, you do.0:13:40.071 --> 0:13:41.192How you interact, how you,0:13:41.231 --> 0:13:41.912Jerry Durham would say,0:13:41.932 --> 0:13:43.192how you answer the phones,0:13:43.371 --> 0:13:45.092what it smells like when I walk in.0:13:45.113 --> 0:13:46.352Does it seem like chaos?0:13:46.874 --> 0:13:48.653That's branding, that's public relations.0:13:48.673 --> 0:13:49.735That's part of the relation.0:13:49.794 --> 0:13:51.215How do you make me feel?0:13:51.455 --> 0:13:53.635What do I feel like when I0:13:54.716 --> 0:13:55.876walk in your clinic, right?0:13:56.037 --> 0:13:56.856A bunch of clinic owners,0:13:56.876 --> 0:13:57.736you're gonna go out and buy0:13:57.756 --> 0:13:59.337a bunch of air fresheners.0:13:59.738 --> 0:14:00.317What does my clinic do?0:14:00.378 --> 0:14:01.918Start baking cookies in the clinic.0:14:02.078 --> 0:14:04.059You can get an automatic0:14:04.460 --> 0:14:06.019oven and buy those frozen0:14:06.059 --> 0:14:07.120cookies and start baking0:14:07.160 --> 0:14:08.000cookies in the clinic.0:14:08.020 --> 0:14:09.501Yeah, absolutely.0:14:09.522 --> 0:14:10.981So I would say that's – I0:14:11.201 --> 0:14:12.102like to start with the0:14:12.123 --> 0:14:13.562definition of what is it0:14:13.582 --> 0:14:14.964because it is – sometimes0:14:15.004 --> 0:14:16.083it's this amorphous thing0:14:16.104 --> 0:14:16.884and people like to think0:14:16.923 --> 0:14:17.904it's a logo I've got to0:14:18.105 --> 0:14:19.085spend 10 grand on.0:14:19.565 --> 0:14:19.985It's not.0:14:20.885 --> 0:14:21.086Dave,0:14:21.105 --> 0:14:22.886what do you guys do for personal brand,0:14:22.927 --> 0:14:23.907for business brand?0:14:25.458 --> 0:14:27.000um not much on the patient0:14:27.120 --> 0:14:29.121facing side actually um we0:14:29.302 --> 0:14:29.721you know I have an0:14:29.761 --> 0:14:31.102instagram handle and we I0:14:31.123 --> 0:14:31.903just never we haven't0:14:31.923 --> 0:14:32.604posted anything but0:14:32.663 --> 0:14:33.524eventually we need to do0:14:33.565 --> 0:14:34.605videos and pictures and all0:14:34.644 --> 0:14:35.905that we got I have a bunch0:14:35.946 --> 0:14:37.126of like selfies with0:14:37.407 --> 0:14:38.508previous patients or0:14:38.967 --> 0:14:39.928current therapists with0:14:40.028 --> 0:14:40.749current patients and0:14:40.769 --> 0:14:41.730clients that agree to you0:14:41.750 --> 0:14:43.370know selfie pictures and we0:14:43.390 --> 0:14:44.312got to get them on video0:14:44.331 --> 0:14:46.472and all that um I thought0:14:46.493 --> 0:14:47.094when we were talking about0:14:47.114 --> 0:14:47.913personal branding I thought0:14:47.933 --> 0:14:48.615we were saying for the0:14:48.654 --> 0:14:49.634audience like if they're0:14:49.674 --> 0:14:50.635either a practice owner0:14:51.115 --> 0:14:52.677or if they are like a staff PT.0:14:52.736 --> 0:14:54.378Now on the staff PT side, let's say,0:14:54.398 --> 0:14:55.077cause that'll probably0:14:55.138 --> 0:14:57.318reach more folks potentially.0:14:57.339 --> 0:14:59.419So I would love personally,0:14:59.500 --> 0:15:00.440and here's what's in it for me.0:15:00.500 --> 0:15:01.600I would love in general,0:15:01.961 --> 0:15:02.981if there were staff0:15:03.001 --> 0:15:03.682physical therapists that0:15:03.721 --> 0:15:04.442were coming to me,0:15:05.062 --> 0:15:06.082looking to potentially work0:15:06.123 --> 0:15:08.384with me and say, Hey,0:15:08.403 --> 0:15:09.244I have this personal brand.0:15:09.264 --> 0:15:10.245I have this following, whatever.0:15:10.684 --> 0:15:11.686And then they can leverage0:15:11.725 --> 0:15:14.307that to get higher rates or0:15:14.326 --> 0:15:15.307higher salary or higher0:15:15.346 --> 0:15:16.327compensation from me,0:15:16.408 --> 0:15:16.988especially if they're0:15:17.067 --> 0:15:18.149bringing some patients or0:15:18.188 --> 0:15:19.009if they're bringing some0:15:19.369 --> 0:15:20.230you know some leads and0:15:20.269 --> 0:15:22.371patients uh to us where we0:15:22.432 --> 0:15:24.413have to do less work and we0:15:24.432 --> 0:15:25.073don't have a customer0:15:25.094 --> 0:15:26.274acquisition cost for that0:15:26.995 --> 0:15:27.995they can certainly leverage0:15:28.015 --> 0:15:29.336that now if you're a practice owner um0:15:31.547 --> 0:15:33.128The more video you put out, the better.0:15:33.168 --> 0:15:34.347I just tweeted yesterday.0:15:34.368 --> 0:15:35.729I tagged Jimmy on Twitter0:15:36.428 --> 0:15:38.269and I heard a quote.0:15:38.289 --> 0:15:39.551It was like all marketing is0:15:39.591 --> 0:15:41.110content and all content is marketing.0:15:41.171 --> 0:15:43.572And so practice out there0:15:43.631 --> 0:15:44.653like we're doing this and0:15:44.692 --> 0:15:45.952we all have fun doing this.0:15:45.993 --> 0:15:48.294And then we also, you know,0:15:48.514 --> 0:15:50.174randomly benefit downstream0:15:50.315 --> 0:15:51.176from this type of stuff.0:15:51.836 --> 0:15:52.756We don't even know all the0:15:52.797 --> 0:15:53.697time what it's going to be.0:15:53.996 --> 0:15:55.118But if you're putting stuff out there,0:15:55.197 --> 0:15:55.918you will benefit.0:15:55.998 --> 0:15:57.158So if you're a practice owner,0:15:57.558 --> 0:15:58.700you'll get opportunities.0:15:58.759 --> 0:16:00.019You'll get people reaching0:16:00.039 --> 0:16:00.860out to you that want to0:16:00.980 --> 0:16:01.740collaborate with you.0:16:01.780 --> 0:16:02.961You'll get patients reaching out.0:16:02.981 --> 0:16:04.143You'll get therapists reaching out.0:16:04.562 --> 0:16:05.623So in terms of personal brand,0:16:05.663 --> 0:16:07.043it's just like, I don't know,0:16:07.144 --> 0:16:08.325it's just it's like a long0:16:08.644 --> 0:16:09.284it's a long game.0:16:09.304 --> 0:16:10.505You got to just plant some seeds.0:16:10.706 --> 0:16:12.246And I think starting with video,0:16:12.287 --> 0:16:13.528talking to the camera is a0:16:13.587 --> 0:16:14.248great place to start.0:16:15.068 --> 0:16:16.051I think what's interesting0:16:16.230 --> 0:16:19.274is if we go back 20 years, 25 years,0:16:19.634 --> 0:16:21.317I'm in it, I think,0:16:21.357 --> 0:16:22.639deeper than any of you guys.0:16:23.780 --> 0:16:25.844I can remember talking to0:16:26.504 --> 0:16:27.605practice owners back then0:16:27.625 --> 0:16:29.168before I was a practice owner.0:16:29.989 --> 0:16:31.409And the biggest fear they0:16:31.470 --> 0:16:33.951had was they would hire a therapist.0:16:33.990 --> 0:16:35.032The therapist would build0:16:35.072 --> 0:16:37.452relationships with referring physicians.0:16:37.952 --> 0:16:38.813And then that therapist0:16:38.854 --> 0:16:40.433would leave and take those0:16:40.514 --> 0:16:41.794referral sources with them.0:16:42.215 --> 0:16:42.995And that was a fear.0:16:43.176 --> 0:16:44.736That was something to be avoided.0:16:45.057 --> 0:16:46.697And that was something that0:16:46.758 --> 0:16:47.577they worked against.0:16:47.618 --> 0:16:48.038And of course,0:16:48.097 --> 0:16:49.198we all know there are still0:16:49.278 --> 0:16:50.399practices that have0:16:50.860 --> 0:16:53.000non-compete clauses and all0:16:53.041 --> 0:16:54.201sorts of ridiculous stuff.0:16:54.841 --> 0:16:56.043But if you embrace it,0:16:56.903 --> 0:16:58.023both as the employee,0:16:58.062 --> 0:16:59.443but then also as the employer.0:17:00.083 --> 0:17:01.585I've shared this analogy before,0:17:01.625 --> 0:17:02.884like we're here in Cincinnati,0:17:02.904 --> 0:17:04.266we've got the Reds, the Reds,0:17:04.445 --> 0:17:05.625and I'm not a sports guy,0:17:05.665 --> 0:17:06.445but I know enough.0:17:07.067 --> 0:17:08.047The Reds were,0:17:08.227 --> 0:17:11.708they paid Joey Votto $40 million, right?0:17:11.768 --> 0:17:14.449Like how does one athlete on0:17:14.489 --> 0:17:17.049a team make that much more0:17:17.470 --> 0:17:18.451compared to the guys that0:17:18.490 --> 0:17:19.671are on the practice squad?0:17:19.711 --> 0:17:21.451You know, they're barely surviving.0:17:21.971 --> 0:17:25.074So the idea is if I was a W20:17:25.153 --> 0:17:27.295employee today, I see them.0:17:27.474 --> 0:17:29.016I see them on Instagram and0:17:29.056 --> 0:17:30.757I see them on different outlets.0:17:31.457 --> 0:17:33.258I would be building my personal brand.0:17:33.678 --> 0:17:35.519I would leverage that personal brand.0:17:36.039 --> 0:17:37.839I would be a business within0:17:37.880 --> 0:17:40.261a business so that either I0:17:40.741 --> 0:17:41.923can deliver value to my0:17:41.982 --> 0:17:43.482current employer and we can0:17:43.542 --> 0:17:45.284talk about that value and0:17:45.344 --> 0:17:46.565how we can negotiate that0:17:46.644 --> 0:17:48.445beyond just a 3% annual0:17:48.486 --> 0:17:49.527cost of living raise or0:17:50.567 --> 0:17:51.586or that's something that I0:17:51.606 --> 0:17:52.907could take to the next employer.0:17:53.907 --> 0:17:55.608And if I'm a professional,0:17:56.088 --> 0:17:57.108that's coming with me,0:17:57.669 --> 0:17:59.410but I can't do it by myself.0:17:59.490 --> 0:17:59.630Now,0:17:59.690 --> 0:18:01.569what's interesting is even outside of0:18:01.631 --> 0:18:02.371this profession,0:18:03.230 --> 0:18:04.790I've been talking a lot to0:18:05.051 --> 0:18:06.951the founder of My Body Tutor.0:18:07.251 --> 0:18:08.452It's an amazing program.0:18:08.472 --> 0:18:09.553He gets mentioned on social0:18:09.573 --> 0:18:10.512media all the time.0:18:11.874 --> 0:18:12.314And I said,0:18:12.953 --> 0:18:15.674you have a team of 70 health coaches.0:18:16.738 --> 0:18:18.779Who in that team has their0:18:18.839 --> 0:18:19.779own personal brand?0:18:19.799 --> 0:18:21.642Who in that team is putting out content?0:18:21.682 --> 0:18:21.821Like,0:18:21.882 --> 0:18:23.844why haven't I seen these coaches0:18:24.523 --> 0:18:25.525sharing information?0:18:25.565 --> 0:18:26.066It's like, well,0:18:26.086 --> 0:18:27.046that's one of the appeal0:18:27.086 --> 0:18:28.146for them is they can come0:18:28.186 --> 0:18:29.627work for my body tutor and0:18:29.647 --> 0:18:30.769they don't have to put out0:18:30.828 --> 0:18:32.049their own social media.0:18:32.651 --> 0:18:33.411I was shocked.0:18:33.711 --> 0:18:34.112I swear,0:18:34.152 --> 0:18:35.553I was completely shocked because0:18:35.593 --> 0:18:36.854when I look at fitness0:18:36.913 --> 0:18:38.836influencers with millions0:18:38.895 --> 0:18:41.317and millions of subscribers, I'm like,0:18:41.617 --> 0:18:43.720how can somebody not want0:18:43.779 --> 0:18:45.221to build that personal brand?0:18:45.935 --> 0:18:48.977A lot of the Peloton instructors do have.0:18:50.717 --> 0:18:50.916Right.0:18:51.297 --> 0:18:52.176I ride Peloton,0:18:52.196 --> 0:18:53.218but I ride with these two0:18:53.258 --> 0:18:54.057or three instructors.0:18:54.117 --> 0:18:54.397Why?0:18:55.097 --> 0:18:56.877Cause I test, I, you know, I ride,0:18:56.958 --> 0:18:57.959I rode with a bunch of them0:18:58.078 --> 0:18:59.959and not that I disliked other was ones,0:19:00.019 --> 0:19:00.858but I'm like, okay,0:19:00.979 --> 0:19:02.000I'm more of an endurance guy.0:19:02.039 --> 0:19:03.599So I like the, the power zone.0:19:03.640 --> 0:19:03.759Yeah.0:19:04.579 --> 0:19:05.740And I like this guy's flow.0:19:06.299 --> 0:19:06.500Right.0:19:06.641 --> 0:19:08.340I mean, that's what it, that's what it is.0:19:09.060 --> 0:19:09.980That surprises me.0:19:10.421 --> 0:19:12.382Is that piece of information, Tony?0:19:12.422 --> 0:19:12.821Yeah.0:19:13.988 --> 0:19:14.607Where they're like,0:19:15.048 --> 0:19:16.949they're willing to ride on that logo.0:19:16.969 --> 0:19:18.528They're willing to be a cog0:19:18.548 --> 0:19:20.529in the machine versus, but I mean,0:19:20.569 --> 0:19:21.589that's pendulums, right?0:19:21.650 --> 0:19:21.911I mean,0:19:23.070 --> 0:19:24.151I was looking the other day and I'm like,0:19:24.230 --> 0:19:24.490wow,0:19:24.550 --> 0:19:26.731more people are going to have a0:19:27.352 --> 0:19:28.593following of 10,0000:19:28.593 --> 0:19:29.732something on a platform is0:19:29.792 --> 0:19:30.692not going to be a shock in0:19:30.692 --> 0:19:32.69320 years because we're all0:19:32.733 --> 0:19:33.594following and following and0:19:33.634 --> 0:19:34.213following and following.0:19:34.233 --> 0:19:34.974My question is going to be0:19:35.015 --> 0:19:35.934eventually who's leading.0:19:37.688 --> 0:19:38.450We're all just following0:19:38.470 --> 0:19:39.411each other in a circle?0:19:39.632 --> 0:19:40.994What are we teaching each other?0:19:41.015 --> 0:19:42.417We're just photocopying a photocopy,0:19:42.438 --> 0:19:43.420a photocopy, a photocopy?0:19:43.961 --> 0:19:45.984What does the pendulum swing back,0:19:46.025 --> 0:19:47.287I wonder, look like in 10 years?0:19:48.003 --> 0:19:48.503So, you know,0:19:48.544 --> 0:19:52.625with 317,000 licensed PTs in the country,0:19:53.045 --> 0:19:53.766again, I mean,0:19:53.806 --> 0:19:56.306we see PTs with a million followers.0:19:56.326 --> 0:19:56.645Yes.0:19:57.047 --> 0:19:58.686They're such a tiny fraction0:19:58.707 --> 0:19:59.527of the population.0:19:59.727 --> 0:20:00.247Correct.0:20:00.267 --> 0:20:01.548But we're here.0:20:01.827 --> 0:20:02.768We love to deliver0:20:02.948 --> 0:20:04.949actionable items to whoever's listening.0:20:05.388 --> 0:20:06.949So let's talk about how we0:20:06.989 --> 0:20:08.569do manage our personal brands.0:20:08.829 --> 0:20:08.990Yeah.0:20:09.150 --> 0:20:09.529You know,0:20:09.569 --> 0:20:11.951like we're all I know we're on LinkedIn.0:20:12.111 --> 0:20:13.590I know we're on YouTube.0:20:13.671 --> 0:20:14.971I know we're on other platforms.0:20:15.031 --> 0:20:17.432So, Jimmy, what are your main platforms?0:20:17.531 --> 0:20:19.452How do you distribute your content?0:20:20.012 --> 0:20:21.693Give two or three actionable0:20:21.773 --> 0:20:22.973tips to anybody listening.0:20:23.273 --> 0:20:23.374OK,0:20:23.394 --> 0:20:24.374so I'll give you that and then I'll0:20:24.394 --> 0:20:25.535give you an example of how it worked.0:20:25.595 --> 0:20:26.315And it shocked me.0:20:27.234 --> 0:20:29.536So I'm on essentially Twitter, Instagram,0:20:29.576 --> 0:20:33.376Facebook and Instagram, Twitter, Facebook,0:20:33.416 --> 0:20:33.717LinkedIn.0:20:34.737 --> 0:20:35.837Why am I on those platforms?0:20:36.317 --> 0:20:37.038Because I like LinkedIn.0:20:38.125 --> 0:20:39.105interacting in those platforms.0:20:39.526 --> 0:20:40.685People are like, you should be on TikTok.0:20:40.746 --> 0:20:41.586And maybe I will get there.0:20:41.705 --> 0:20:42.165Maybe I should be on0:20:42.185 --> 0:20:42.987Pinterest because Tony's0:20:43.027 --> 0:20:43.707going on Pinterest now.0:20:44.126 --> 0:20:44.967And maybe I will be there.0:20:45.346 --> 0:20:45.887But right now,0:20:45.928 --> 0:20:48.647I like playing where I'm already talking.0:20:48.827 --> 0:20:50.528I feel like I don't mind.0:20:50.808 --> 0:20:51.848I like Twitter a lot more.0:20:52.169 --> 0:20:53.049And wouldn't you know it, Tony,0:20:53.230 --> 0:20:54.210I have a larger follower on Twitter.0:20:54.329 --> 0:20:54.529Why?0:20:54.549 --> 0:20:55.550Because I play there more.0:20:56.050 --> 0:20:57.050Grass grows where you water it.0:20:57.490 --> 0:20:59.231I like the speed and the0:20:59.352 --> 0:21:01.211interaction and the voyeuristic.0:21:01.251 --> 0:21:02.373I can watch a conversation0:21:02.393 --> 0:21:03.413without having to be involved.0:21:03.972 --> 0:21:05.273That's harder on other platforms.0:21:05.513 --> 0:21:06.493I don't mind Instagram.0:21:07.789 --> 0:21:08.931Because I'm not really a picture guy,0:21:08.951 --> 0:21:10.792but when Instagram went into video,0:21:10.873 --> 0:21:12.535I got more interested when0:21:12.555 --> 0:21:13.455it really embraced video.0:21:13.896 --> 0:21:14.336Facebook,0:21:14.637 --> 0:21:16.619because I went there for MySpace.0:21:16.740 --> 0:21:18.281So that's the old school.0:21:18.301 --> 0:21:19.502And that's where I see family,0:21:19.522 --> 0:21:21.605and then I bump into everybody else.0:21:21.625 --> 0:21:22.226So I don't mind that.0:21:22.326 --> 0:21:23.247And I do like Facebook0:21:23.326 --> 0:21:25.028groups because that feels0:21:25.068 --> 0:21:26.411more like Twitter in this0:21:26.590 --> 0:21:27.932interaction banter thing0:21:28.093 --> 0:21:29.114about people combined.0:21:29.614 --> 0:21:30.875with uh with different likes0:21:30.955 --> 0:21:32.718and then linkedin is just a0:21:32.778 --> 0:21:33.858brilliant idea it's0:21:33.939 --> 0:21:35.280facebook for resume I don't0:21:35.361 --> 0:21:36.261love a lot of the content0:21:36.281 --> 0:21:37.163on there I feel like I need0:21:37.202 --> 0:21:39.665to like water down stuff so0:21:39.685 --> 0:21:40.227I don't feel like I have0:21:40.267 --> 0:21:41.367pop I write more articles0:21:41.428 --> 0:21:42.429there and then just drop a0:21:42.449 --> 0:21:43.750video and leave but0:21:44.505 --> 0:21:45.346Here's my anecdote,0:21:45.465 --> 0:21:46.507and then I'll show you how0:21:46.547 --> 0:21:47.647I approach creating content.0:21:48.308 --> 0:21:51.672I'm working with ATI Physical Therapy.0:21:51.711 --> 0:21:52.853They're a sponsor of the podcast,0:21:53.413 --> 0:21:54.734and I will be broadcasting.0:21:54.795 --> 0:21:56.817I'll be recording episodes at their booth.0:21:57.376 --> 0:21:59.679This is a paid project that I got,0:22:00.480 --> 0:22:01.361and I pitched it.0:22:02.627 --> 0:22:04.049I just sort of – I knew a0:22:04.089 --> 0:22:05.151couple people there and pitched it,0:22:05.230 --> 0:22:05.872pitched an idea.0:22:06.051 --> 0:22:07.012They weren't asking.0:22:07.032 --> 0:22:08.273There was no job application0:22:08.294 --> 0:22:09.695out there for a podcaster0:22:09.715 --> 0:22:10.957to come to our booth and do stuff.0:22:11.458 --> 0:22:12.940And I finally got to a0:22:13.000 --> 0:22:14.221person at this organization,0:22:14.942 --> 0:22:18.865and this person said, I like –0:22:18.865 --> 0:22:19.366So obviously,0:22:19.386 --> 0:22:20.007if you were the marketing0:22:20.047 --> 0:22:21.488person at an organization like this,0:22:21.528 --> 0:22:22.269you'd look into who the0:22:22.308 --> 0:22:23.509hell this Yahoo is pitching0:22:23.549 --> 0:22:25.271that he wants to podcast reboot.0:22:26.593 --> 0:22:28.634He mentioned specifics about0:22:28.674 --> 0:22:29.394the show that I do.0:22:29.715 --> 0:22:31.116I like how you bring in psychology.0:22:31.136 --> 0:22:32.317I like how you do that a lot.0:22:32.758 --> 0:22:33.798He could not pick that up0:22:34.480 --> 0:22:35.560from listening to the first0:22:35.560 --> 0:22:36.68215 minutes of an episode,0:22:36.721 --> 0:22:37.583like a couple of episodes.0:22:38.063 --> 0:22:39.984He has seen enough because I0:22:40.005 --> 0:22:40.684produce a lot.0:22:41.326 --> 0:22:43.807So now here's the actionable results,0:22:43.847 --> 0:22:45.308which is I hang out where I like.0:22:46.049 --> 0:22:47.431So I watch what other people are doing,0:22:47.631 --> 0:22:48.691and then I figure out what0:22:48.730 --> 0:22:49.852is Jimmy's version of this.0:22:50.051 --> 0:22:51.291I don't need to reinvent the wheel,0:22:51.612 --> 0:22:52.613but I am, right?0:22:53.053 --> 0:22:54.973So I like to create content0:22:55.034 --> 0:22:58.115on what content I like to consume.0:22:58.255 --> 0:23:00.095I don't like to do videos of exercises.0:23:00.836 --> 0:23:02.375Humor videos, love consuming them.0:23:02.496 --> 0:23:03.757I consider myself a humorous guy.0:23:03.997 --> 0:23:04.717Too much work for me.0:23:04.836 --> 0:23:06.258I better just turn on a microphone.0:23:06.837 --> 0:23:09.018and talk or a witty comment0:23:09.159 --> 0:23:11.259and go so figure out what's0:23:11.338 --> 0:23:12.699right for you because what0:23:13.058 --> 0:23:14.138what exercise is the right0:23:14.219 --> 0:23:15.160exercise to do for back0:23:15.180 --> 0:23:16.019pain the one you're going0:23:16.039 --> 0:23:17.380to do right let's say0:23:17.500 --> 0:23:18.400figure out what you like0:23:18.599 --> 0:23:19.701there are enough free tools0:23:19.721 --> 0:23:20.461that we've talked about on0:23:20.480 --> 0:23:20.901this show and we'll0:23:20.921 --> 0:23:22.020continue to talk about cap0:23:22.080 --> 0:23:24.121cut cap bill canvas low0:23:24.161 --> 0:23:25.981cost no cost figure out0:23:26.001 --> 0:23:28.082what you like to do put it0:23:28.142 --> 0:23:29.122out there see what works0:23:29.162 --> 0:23:30.563and what you like again you0:23:30.603 --> 0:23:32.143have to sort of be motivated there too0:23:33.007 --> 0:23:34.406And the content you put out0:23:34.426 --> 0:23:35.147there that's crap,0:23:35.728 --> 0:23:36.627no one's going to notice.0:23:36.647 --> 0:23:37.327They're just not.0:23:37.428 --> 0:23:38.669It's in a sea of stuff.0:23:38.848 --> 0:23:39.469Get over that.0:23:39.548 --> 0:23:40.848Or maybe don't get over it.0:23:40.888 --> 0:23:41.529Get past it.0:23:41.650 --> 0:23:42.269That's better.0:23:42.309 --> 0:23:43.009Just put it out there.0:23:43.069 --> 0:23:43.430It sucks.0:23:43.450 --> 0:23:43.809I don't know.0:23:43.829 --> 0:23:44.289Delete it in a week.0:23:45.451 --> 0:23:45.971So do that.0:23:46.171 --> 0:23:47.191And that's your brand.0:23:48.571 --> 0:23:49.011That's it.0:23:49.152 --> 0:23:50.672It is that thing that0:23:50.711 --> 0:23:51.632cowboys used to have.0:23:51.692 --> 0:23:54.573The thing they used to brand a cow with.0:23:54.593 --> 0:23:56.314There's the logo of the Yellowstone Ranch.0:23:56.814 --> 0:23:57.913I like to say branding is0:23:58.334 --> 0:23:59.875what are you doing with your hand0:24:00.781 --> 0:24:02.003to heat that brand up.0:24:02.104 --> 0:24:04.428The more you do, the hotter that brand is.0:24:04.448 --> 0:24:05.368So when you touch something,0:24:05.429 --> 0:24:06.089it leaves a mark.0:24:06.290 --> 0:24:07.952So that's how I look at branding.0:24:08.713 --> 0:24:10.998Vigorous, vigorous, vigorous.0:24:11.919 --> 0:24:12.820What about you, Dave?0:24:13.612 --> 0:24:16.015So I'm on Facebook, Instagram, LinkedIn.0:24:17.096 --> 0:24:18.517I am posting videos over to0:24:18.557 --> 0:24:19.317TikTok as well.0:24:19.417 --> 0:24:20.559I have TikTok.0:24:21.421 --> 0:24:23.682So Facebook, Instagram, LinkedIn,0:24:24.804 --> 0:24:25.724and Twitter.0:24:26.605 --> 0:24:27.626So here's a thing.0:24:28.669 --> 0:24:29.569Twitter, I'm sorry.0:24:29.809 --> 0:24:30.931Facebook is who you know.0:24:32.011 --> 0:24:33.253Twitter is who you want to know.0:24:33.273 --> 0:24:34.836So Facebook and Instagram0:24:34.935 --> 0:24:35.777are who you know.0:24:36.458 --> 0:24:38.460LinkedIn is who you want to know.0:24:38.861 --> 0:24:42.265So I will put a lot of0:24:42.305 --> 0:24:44.748content across all the platforms.0:24:45.409 --> 0:24:45.749LinkedIn,0:24:45.788 --> 0:24:46.549I'll be a little bit more0:24:46.609 --> 0:24:48.291professional on my Facebook0:24:48.311 --> 0:24:49.153and Instagram stories.0:24:49.212 --> 0:24:51.096I'll say the word aunt.0:24:51.756 --> 0:24:52.936Or, or instead of isn't,0:24:53.017 --> 0:24:54.298or I'll say like my homies0:24:54.317 --> 0:24:55.637hanging out with Tony and, you know,0:24:55.897 --> 0:24:57.298and Jimmy, like my homies, my buddies,0:24:57.318 --> 0:24:57.578whatever.0:24:57.880 --> 0:24:58.720But on LinkedIn, I'll,0:24:58.819 --> 0:25:01.922I'll be even maybe tighter a little more.0:25:02.061 --> 0:25:03.823Cause it's people that I'm connected with.0:25:03.883 --> 0:25:04.803Like, I don't know.0:25:04.923 --> 0:25:05.183I don't know.0:25:05.243 --> 0:25:06.403Like people that could be on0:25:06.423 --> 0:25:07.204my show in the future.0:25:07.265 --> 0:25:08.685I don't want to rub someone the wrong way.0:25:08.746 --> 0:25:09.566Maybe they could be future0:25:09.586 --> 0:25:10.987investors who knows like whatever.0:25:12.007 --> 0:25:13.868But I will kind of cross0:25:13.909 --> 0:25:14.929pollinate the same type of0:25:14.969 --> 0:25:15.950content across the0:25:17.090 --> 0:25:17.731different platforms.0:25:17.791 --> 0:25:20.154I did hear a podcast episode,0:25:20.275 --> 0:25:21.757how like certain agencies0:25:21.817 --> 0:25:23.439will create new accounts.0:25:23.479 --> 0:25:25.082So for example, it'd be like, Dave,0:25:25.102 --> 0:25:26.123it would be like at Dave0:25:26.143 --> 0:25:28.045Kittle show clips at Dave0:25:28.086 --> 0:25:28.886Kittle show reels.0:25:29.086 --> 0:25:29.887Why is that?0:25:30.689 --> 0:25:32.692So they, go ahead, Tony, jump in.0:25:33.125 --> 0:25:34.026So yeah,0:25:34.226 --> 0:25:35.266I might've watched the same0:25:35.465 --> 0:25:37.946episode as you listening to a guy.0:25:38.287 --> 0:25:40.487What this one company was0:25:40.527 --> 0:25:41.728doing was they were0:25:41.807 --> 0:25:43.688creating these multiple channels.0:25:44.327 --> 0:25:45.548So like YouTube,0:25:45.647 --> 0:25:46.807you'd have the full length,0:25:46.847 --> 0:25:47.588you'd have the clips,0:25:47.608 --> 0:25:48.469you'd have the shorts,0:25:48.548 --> 0:25:49.528all different channels.0:25:49.788 --> 0:25:51.949It gave them a place to just0:25:52.068 --> 0:25:53.569push and push and push more0:25:53.630 --> 0:25:55.470and more content.0:25:55.589 --> 0:25:57.769Part of his guarantee was we0:25:57.829 --> 0:25:59.191guarantee we'll get you so0:25:59.230 --> 0:26:01.671many millions of views in so many days.0:26:02.250 --> 0:26:04.451Now I shared a post about this.0:26:04.511 --> 0:26:06.011They require you to have0:26:06.432 --> 0:26:08.432like a $2 million revenue business.0:26:08.492 --> 0:26:08.853Like you,0:26:08.952 --> 0:26:10.432you can't just be somebody0:26:10.472 --> 0:26:11.453starting from nothing.0:26:11.473 --> 0:26:11.554Yeah.0:26:12.493 --> 0:26:14.354But yeah, it was incredible.0:26:14.413 --> 0:26:15.714The system that they had0:26:15.795 --> 0:26:17.634laid out for you so that0:26:17.694 --> 0:26:20.036you can hear how they do this at scale.0:26:20.435 --> 0:26:21.557I got to listen to that one again.0:26:21.676 --> 0:26:22.656I saw the post.0:26:22.896 --> 0:26:23.317I'll share it.0:26:23.377 --> 0:26:24.218What do you think the cost0:26:24.238 --> 0:26:25.219of that would be Tony for that,0:26:25.419 --> 0:26:25.959that agency?0:26:25.999 --> 0:26:27.420I didn't look it up, but it's gotta be,0:26:27.759 --> 0:26:29.027you think it's like 10, 20,0:26:29.027 --> 0:26:31.26130 grand a month or like, Oh yeah,0:26:31.281 --> 0:26:32.542at least, at least.0:26:33.143 --> 0:26:34.344And I wouldn't be surprised0:26:34.423 --> 0:26:35.484if there was some sort of0:26:35.605 --> 0:26:37.546revenue share going on with it too.0:26:37.685 --> 0:26:37.965I mean,0:26:37.986 --> 0:26:40.807I know people that are doing 10,0000:26:40.807 --> 0:26:42.489a month for six pieces of content.0:26:43.068 --> 0:26:43.989These guys are doing0:26:44.089 --> 0:26:45.851hundreds of pieces of content a month.0:26:46.330 --> 0:26:46.611Yeah.0:26:46.750 --> 0:26:48.271It's gotta just be unreasonable.0:26:49.192 --> 0:26:49.633I've, uh,0:26:51.836 --> 0:26:52.356Who said that?0:26:53.178 --> 0:26:53.857Probably multiple people.0:26:53.919 --> 0:26:55.019Who said there's the same0:26:55.038 --> 0:26:55.759amount of problems in a0:26:55.799 --> 0:26:56.559million-dollar business0:26:56.641 --> 0:26:57.401than there is in a hundred0:26:57.441 --> 0:26:58.061thousand business?0:26:58.142 --> 0:26:59.462The problems are just different sizes.0:26:59.663 --> 0:27:00.202Someone said that.0:27:00.222 --> 0:27:00.844It doesn't really matter.0:27:00.983 --> 0:27:02.105It's probably said a hundred times.0:27:02.825 --> 0:27:03.705It's funny.0:27:03.905 --> 0:27:06.086I've needed to look at0:27:06.127 --> 0:27:07.788people in a Zoom call and say,0:27:07.929 --> 0:27:08.449I don't think we should0:27:08.469 --> 0:27:09.230work together because I0:27:09.250 --> 0:27:11.131don't think our values are aligned.0:27:11.250 --> 0:27:13.073But you're doing 10 things.0:27:13.113 --> 0:27:14.334Like you said, have you seen people do...0:27:14.334 --> 0:27:17.056$10,000, $20,000 for 10 pieces of content.0:27:17.076 --> 0:27:17.395It's like, well,0:27:17.415 --> 0:27:18.277then each piece of content0:27:18.317 --> 0:27:18.897is 1,000 bucks.0:27:18.917 --> 0:27:19.939How much are you getting per hour?0:27:19.979 --> 0:27:22.020It's like, again, Chris Doe would say,0:27:22.582 --> 0:27:23.643you're paying for the result.0:27:24.743 --> 0:27:26.445You had the last 10 years of0:27:26.465 --> 0:27:27.547your life to create a video.0:27:27.567 --> 0:27:28.166Why didn't you do it?0:27:29.028 --> 0:27:30.189Well, you didn't know what to do.0:27:30.329 --> 0:27:31.270You didn't know how to do it.0:27:31.590 --> 0:27:32.531You didn't know when to do it.0:27:32.711 --> 0:27:33.692So I know all those things.0:27:33.913 --> 0:27:34.773So I'll be rewarded for0:27:34.794 --> 0:27:35.275those things because0:27:35.295 --> 0:27:36.134they'll bring in results.0:27:36.536 --> 0:27:37.096But I like...0:27:37.970 --> 0:27:38.671I want to go around that0:27:38.711 --> 0:27:40.132concept again that you just mentioned,0:27:40.172 --> 0:27:42.053which is a lot of times0:27:42.673 --> 0:27:43.914starting from zero,0:27:44.194 --> 0:27:45.155starting with a brand that0:27:45.195 --> 0:27:47.037gives you their 100% of0:27:47.156 --> 0:27:48.317your marketing budget and0:27:48.337 --> 0:27:50.680their marketing budget is $5,000 a month.0:27:50.700 --> 0:27:51.580And you're like, here's the deal.0:27:52.381 --> 0:27:53.241I can't take that.0:27:53.803 --> 0:27:55.104I won't take that because I0:27:56.124 --> 0:27:56.865don't know if I'm going to0:27:56.884 --> 0:27:57.766get you the ROI.0:27:59.405 --> 0:28:02.288Because if I get 100% of0:28:02.307 --> 0:28:04.368your $5,000 a month budget0:28:04.689 --> 0:28:05.648and you're all in,0:28:05.909 --> 0:28:07.470you're going to need results tomorrow.0:28:07.990 --> 0:28:08.990And I'm telling you what we0:28:09.010 --> 0:28:09.852started talking about is0:28:09.872 --> 0:28:11.251this is relationship building.0:28:12.093 --> 0:28:13.634So this is where I get funny too.0:28:13.653 --> 0:28:14.314I'm going to do this in my0:28:14.834 --> 0:28:15.835presentation at CSM.0:28:16.174 --> 0:28:17.055If you want a relationship0:28:17.095 --> 0:28:18.776where you give the audience0:28:19.076 --> 0:28:20.717or your user money and they0:28:20.737 --> 0:28:21.657hang out with you as long0:28:21.698 --> 0:28:22.518as you're giving them money,0:28:23.098 --> 0:28:23.818that's a stripper.0:28:25.417 --> 0:28:26.298Stop doing the money.0:28:26.798 --> 0:28:28.638She goes away or he goes away.0:28:29.038 --> 0:28:30.219People did men and women's0:28:30.259 --> 0:28:31.679trip building a0:28:31.699 --> 0:28:32.578relationship that lasts0:28:32.638 --> 0:28:33.740longer where you can give0:28:33.819 --> 0:28:34.839something other than money0:28:35.480 --> 0:28:36.960or something of long term0:28:37.019 --> 0:28:37.839value takes time.0:28:39.101 --> 0:28:40.361I didn't do that to my best friend.0:28:40.580 --> 0:28:40.820Right.0:28:40.901 --> 0:28:41.740Maybe I started out by0:28:41.780 --> 0:28:42.701sharing my lunch with him0:28:42.740 --> 0:28:44.281or my my fruit by the foot0:28:44.342 --> 0:28:45.061in third grade.0:28:45.082 --> 0:28:46.241But then it was like, oh, you're cool.0:28:46.261 --> 0:28:47.041You like baseball, too.0:28:47.061 --> 0:28:47.741Let's go hang out.0:28:48.162 --> 0:28:49.202That's building a relationship.0:28:49.502 --> 0:28:50.583So organizations.0:28:51.692 --> 0:28:53.354Sometimes we'll just try to buy it quick.0:28:53.433 --> 0:28:53.973And I'm not saying these0:28:53.993 --> 0:28:54.855guys are trying to buy it quick,0:28:54.875 --> 0:28:57.435but this is a short-term thing.0:28:57.615 --> 0:29:00.196This postcard mailer we're0:29:00.237 --> 0:29:01.037talking about with Taylor0:29:01.076 --> 0:29:02.718Swift was a short-term thing.0:29:02.738 --> 0:29:03.618But they're okay with that0:29:03.638 --> 0:29:05.920because their ROI was, I'm guessing, one.0:29:06.759 --> 0:29:07.539But some brands,0:29:07.720 --> 0:29:09.181we need to start selling0:29:09.201 --> 0:29:11.862these $150 items.0:29:12.021 --> 0:29:13.063Here's $5,000.0:29:13.123 --> 0:29:14.364We expect a ton of stuff to come in.0:29:14.384 --> 0:29:15.243I go, run an ad campaign.0:29:17.231 --> 0:29:18.513But that's an ad campaign.0:29:18.653 --> 0:29:20.175The minute you turn that faucet off,0:29:20.596 --> 0:29:21.738the money stops coming back.0:29:22.660 --> 0:29:24.162I like to work on long-term0:29:24.182 --> 0:29:25.143relationship building.0:29:25.222 --> 0:29:26.365That's just my thing.0:29:26.625 --> 0:29:27.645I worked at a radio station.0:29:27.866 --> 0:29:29.910That was all relationship build, right?0:29:30.269 --> 0:29:31.090They trusted me.0:29:32.863 --> 0:29:34.044Trust, I heard the other day,0:29:35.464 --> 0:29:36.944someone smart said this,0:29:37.066 --> 0:29:38.066is predictability.0:29:38.566 --> 0:29:43.608I can, within a window or a few degrees,0:29:43.709 --> 0:29:44.569know what you're going to0:29:44.630 --> 0:29:46.049do in this situation before0:29:46.089 --> 0:29:47.310you walk in the door, right?0:29:47.911 --> 0:29:49.211I sort of trust what my dad0:29:49.251 --> 0:29:50.633was going to do when I0:29:50.673 --> 0:29:51.573broke the window while he0:29:51.613 --> 0:29:52.634was at work and he was0:29:52.673 --> 0:29:53.994about to walk in the door and I was like,0:29:54.414 --> 0:29:54.654okay.0:29:55.424 --> 0:29:56.506i trust I know my dad I0:29:56.526 --> 0:29:57.425trust him he's gonna lose0:29:57.445 --> 0:29:58.928his mind or be totally0:29:59.008 --> 0:30:00.028chill right I knew like0:30:00.067 --> 0:30:01.088within these two degrees0:30:01.388 --> 0:30:02.089and he was totally chill0:30:02.109 --> 0:30:02.650he's like all right what'd0:30:02.670 --> 0:30:03.391you do I was like I threw a0:30:03.431 --> 0:30:04.290rock he's like you're gonna0:30:04.310 --> 0:30:05.811do that again I go no okay0:30:05.832 --> 0:30:06.932good lesson learned move it0:30:06.972 --> 0:30:09.674on but that's what branding is again0:30:10.583 --> 0:30:11.923but again transactional0:30:11.963 --> 0:30:14.184relationships right you go0:30:14.224 --> 0:30:15.346to strip club and you money0:30:15.385 --> 0:30:16.465money money money money yep0:30:16.527 --> 0:30:17.346she's gonna pay attention0:30:17.487 --> 0:30:18.768money stops go away that's0:30:18.807 --> 0:30:19.548a transactional0:30:19.567 --> 0:30:21.730relationship right you can0:30:21.829 --> 0:30:22.569you can pay something0:30:22.589 --> 0:30:23.230different and that's where0:30:23.250 --> 0:30:24.351we talk about value and0:30:24.431 --> 0:30:26.211content when I see dave 500:30:26.211 --> 0:30:27.752times have you have we0:30:27.792 --> 0:30:28.319talked about the 7 11 4 70:30:28.319 --> 0:30:30.07411 3 really 7 11 3 concept real quick is0:30:35.867 --> 0:30:36.807To get to the point where0:30:36.827 --> 0:30:38.628you trust someone through0:30:38.648 --> 0:30:39.128what's called an0:30:39.229 --> 0:30:40.409asymmetrical relationship,0:30:40.509 --> 0:30:41.150this right here.0:30:41.869 --> 0:30:42.750People watching right now on0:30:42.769 --> 0:30:43.410the live stream or0:30:43.450 --> 0:30:44.210listening to this on the0:30:44.250 --> 0:30:45.671replay might have never met me,0:30:45.990 --> 0:30:48.852although I am on the CSM 2024 bingo card.0:30:48.892 --> 0:30:49.432We'll talk about that.0:30:50.832 --> 0:30:51.011Weird.0:30:51.031 --> 0:30:51.352It's funny.0:30:52.373 --> 0:30:52.952They've never met me,0:30:52.992 --> 0:30:53.813but there's an asymmetrical0:30:53.853 --> 0:30:54.673relationship because they0:30:54.792 --> 0:30:55.634feel like they might.0:30:56.114 --> 0:30:56.794I feel like I know who0:30:56.814 --> 0:30:57.534Taylor Swift is because0:30:57.574 --> 0:30:58.473I've seen enough footage of her.0:30:58.834 --> 0:30:59.013So 7-11-3.0:31:01.277 --> 0:31:02.258You have to get to seven0:31:02.397 --> 0:31:04.138hours of total exposure to someone.0:31:04.299 --> 0:31:05.701I think we're past that with Taylor Swift,0:31:05.760 --> 0:31:07.122even if you've never tried0:31:07.142 --> 0:31:08.022to be with Taylor Swift.0:31:08.303 --> 0:31:10.704Listening to a song that the person sings,0:31:11.065 --> 0:31:11.885watching a webinar.0:31:12.145 --> 0:31:13.606It does not have to be in one shot.0:31:13.626 --> 0:31:14.268You don't need to hang out0:31:14.288 --> 0:31:15.048with them for seven hours.0:31:15.449 --> 0:31:16.288It could be a bunch of0:31:16.368 --> 0:31:17.951shorts that leads to seven hours.0:31:19.031 --> 0:31:21.313It has to be at least 11 instances.0:31:22.074 --> 0:31:23.835So a bunch of shorts, a bunch of reels,0:31:23.875 --> 0:31:25.195a bunch of posts over and over and over,0:31:25.655 --> 0:31:26.635and at least in three0:31:26.675 --> 0:31:28.396different platforms until0:31:28.936 --> 0:31:31.219you'll think this guy's just everywhere.0:31:31.538 --> 0:31:32.419And I've had people say that to me.0:31:33.019 --> 0:31:33.920How do you have a job?0:31:34.000 --> 0:31:34.839You're like everywhere.0:31:34.900 --> 0:31:35.641I go, there's systems.0:31:35.840 --> 0:31:36.641And we can go over that in a0:31:36.681 --> 0:31:37.241future episode,0:31:37.261 --> 0:31:38.362like how you actually get0:31:38.362 --> 0:31:39.742200 pieces of content a month.0:31:40.063 --> 0:31:41.604I've trained people and they're like,0:31:41.644 --> 0:31:42.403that's impossible.0:31:42.443 --> 0:31:42.644I go,0:31:42.683 --> 0:31:44.845I'm doing it right now while I'm also0:31:44.884 --> 0:31:45.705coaching you as a job.0:31:46.442 --> 0:31:47.342It's 100% possible.0:31:47.843 --> 0:31:49.423You don't need me to hide the secret.0:31:49.442 --> 0:31:50.124This is on YouTube.0:31:50.163 --> 0:31:50.923Gary Vee will show you how0:31:50.943 --> 0:31:51.825to do it or 50 other people0:31:51.845 --> 0:31:52.464will show you how to do it.0:31:53.045 --> 0:31:55.365So that's that 7-11-30:31:55.445 --> 0:31:57.146principle or 7-11-4 principle.0:31:57.166 --> 0:31:58.248I might be messing that last number up.0:31:58.748 --> 0:32:00.588But it's how you get to that.0:32:00.848 --> 0:32:02.470So that's relationships.0:32:03.009 --> 0:32:03.309And that,0:32:03.470 --> 0:32:04.471I don't even know how we started on this.0:32:04.711 --> 0:32:04.851Sorry.0:32:04.871 --> 0:32:05.790Yeah, that was awesome.0:32:05.830 --> 0:32:06.171That was, we,0:32:06.451 --> 0:32:09.252you hit so many topics before0:32:09.333 --> 0:32:11.933I share what I do for building my brand.0:32:11.953 --> 0:32:12.394Um,0:32:12.794 --> 0:32:14.835we were talking about like the value of0:32:14.875 --> 0:32:15.415the client,0:32:15.435 --> 0:32:17.236the value of what you do to the client.0:32:17.737 --> 0:32:17.977You know,0:32:18.017 --> 0:32:19.477I've shared videos talking about0:32:19.537 --> 0:32:20.958three kinds of pricing models,0:32:21.018 --> 0:32:22.618but the most important one, again,0:32:22.759 --> 0:32:24.720Christo, the future podcast.0:32:25.140 --> 0:32:25.579Great show.0:32:25.680 --> 0:32:26.400I'm shocked.0:32:26.440 --> 0:32:27.800Dave doesn't know who that is.0:32:28.040 --> 0:32:29.821Oh, he's, you know, once you see it,0:32:29.902 --> 0:32:30.261you'll know.0:32:30.422 --> 0:32:31.282I just don't.0:32:31.383 --> 0:32:31.583Is it?0:32:31.603 --> 0:32:31.762Yeah.0:32:33.523 --> 0:32:34.403look up the future0:32:34.423 --> 0:32:36.365f-u-t-u-r-e spells are0:32:36.384 --> 0:32:38.066funny here's the best part0:32:38.467 --> 0:32:40.008spell it wrong and you'll0:32:40.028 --> 0:32:40.827find him because he's0:32:40.887 --> 0:32:42.169everywhere and he's just0:32:42.189 --> 0:32:44.569done it well like okay I i0:32:44.589 --> 0:32:45.770just googled him yeah I've0:32:45.931 --> 0:32:46.951seen yeah he's not0:32:47.152 --> 0:32:48.393subscribed I don't think he0:32:48.413 --> 0:32:49.532should be so something we0:32:49.573 --> 0:32:51.374don't talk about enough is0:32:51.535 --> 0:32:55.176you know we want to get paid more um and0:32:55.851 --> 0:32:57.531but we don't consider the0:32:57.612 --> 0:32:58.672value of what we're0:32:58.692 --> 0:33:00.313delivering to the individual.0:33:00.333 --> 0:33:02.333And I know, I get it.0:33:02.373 --> 0:33:03.273It's sad to say, like,0:33:03.473 --> 0:33:04.913I'm going to put my mom on0:33:04.953 --> 0:33:05.875the spotlight here.0:33:06.375 --> 0:33:08.855When my mom was type 2 diabetic,0:33:08.935 --> 0:33:11.616renal failure, frozen shoulder,0:33:11.797 --> 0:33:13.196multiple comorbidities,0:33:13.317 --> 0:33:15.778all of this stuff going on, you know,0:33:16.519 --> 0:33:18.239she was so far down that0:33:18.519 --> 0:33:19.680medical model path0:33:20.753 --> 0:33:22.996that no matter the best0:33:23.076 --> 0:33:24.617physical therapy session in the world,0:33:25.479 --> 0:33:26.339wasn't really gonna have0:33:26.380 --> 0:33:28.122that big of an impact, right?0:33:28.241 --> 0:33:30.944So for her, she wasn't gonna pay for it.0:33:31.065 --> 0:33:32.165It wasn't gonna make a difference.0:33:32.205 --> 0:33:33.227It wasn't gonna move the0:33:33.287 --> 0:33:35.589needle in regards to quality of life,0:33:35.670 --> 0:33:37.250health, any of those things.0:33:38.792 --> 0:33:39.874But on the flip side,0:33:39.913 --> 0:33:41.074you take somebody who,0:33:41.154 --> 0:33:42.776and I always say like major0:33:42.816 --> 0:33:44.277league pitcher who wants to0:33:44.297 --> 0:33:45.758get back to pitching has a0:33:45.758 --> 0:33:47.859$10 million contract at stake.0:33:48.380 --> 0:33:49.840That rotator cuff repair,0:33:49.901 --> 0:33:52.522that Tommy John surgery, that whatever,0:33:53.144 --> 0:33:54.404it's going to have a major0:33:54.505 --> 0:33:55.384financial impact.0:33:55.424 --> 0:33:57.126The same post-surgical0:33:57.166 --> 0:33:59.489protocol for the pitcher versus my mom.0:34:00.128 --> 0:34:02.289very different dollar value, you know,0:34:02.369 --> 0:34:04.371and they should be charged appropriately.0:34:04.771 --> 0:34:07.512The Nike swoosh is worth a0:34:07.692 --> 0:34:10.074lot more than what I would0:34:10.114 --> 0:34:12.235pay for a Fiverr artist to0:34:12.275 --> 0:34:13.195create a swoosh for me0:34:13.735 --> 0:34:14.757because Nike is going to0:34:14.797 --> 0:34:15.958put a heck of a lot more0:34:16.018 --> 0:34:17.739money behind the swoosh and0:34:17.798 --> 0:34:18.798putting the swoosh out0:34:18.838 --> 0:34:21.661there on every piece of0:34:21.721 --> 0:34:22.701merchandise they sell.0:34:23.521 --> 0:34:26.003So I do really think that we0:34:26.063 --> 0:34:27.083can't think of0:34:28.364 --> 0:34:30.108What are our services worth0:34:30.809 --> 0:34:32.072from our perspective?0:34:33.094 --> 0:34:35.501What is this worth to the client?0:34:36.202 --> 0:34:36.884Are we charging0:34:37.003 --> 0:34:38.447appropriately for the client?0:34:39.447 --> 0:34:41.929That being said, going back to platforms.0:34:42.849 --> 0:34:43.451So forever,0:34:43.891 --> 0:34:45.891I was just on Facebook because0:34:45.931 --> 0:34:47.612I used Facebook, just like Jimmy said.0:34:48.193 --> 0:34:49.614I created a Facebook group,0:34:49.675 --> 0:34:50.655not even just Facebook.0:34:50.675 --> 0:34:51.896I created the group because0:34:51.936 --> 0:34:53.297I wanted very niche0:34:53.376 --> 0:34:55.057specific people to talk to.0:34:55.518 --> 0:34:56.659So I've got my Medicare0:34:56.679 --> 0:34:57.820billing group because I0:34:57.860 --> 0:34:58.559want to talk to people0:34:58.599 --> 0:34:59.641about Medicare billing.0:34:59.981 --> 0:35:01.081I've got my knee replacement0:35:01.141 --> 0:35:02.103group because I wanted to0:35:02.143 --> 0:35:03.744talk to people about knee replacement.0:35:05.143 --> 0:35:06.445And I was there really,0:35:06.485 --> 0:35:09.666I think I got on Facebook like 2016,0:35:09.666 --> 0:35:10.385maybe 2014.0:35:10.385 --> 0:35:13.266And I just spent time and0:35:13.347 --> 0:35:14.847talking and offering my0:35:14.887 --> 0:35:16.949experiences and advice and, you know,0:35:17.009 --> 0:35:18.949never selling anything or doing anything.0:35:20.010 --> 0:35:22.610And then gradually I got onto YouTube.0:35:22.911 --> 0:35:24.711Then I did the same thing with YouTube.0:35:24.791 --> 0:35:25.871I have my YouTube channel0:35:25.911 --> 0:35:26.773for knee replacement,0:35:26.793 --> 0:35:27.793my YouTube channel for0:35:27.833 --> 0:35:30.373Medicare billing and practice ownership.0:35:31.576 --> 0:35:33.496And now this year was really0:35:33.556 --> 0:35:34.916the first time I went from0:35:34.996 --> 0:35:36.237those two platforms,0:35:37.097 --> 0:35:38.259stepped on the LinkedIn,0:35:38.798 --> 0:35:39.918stepped into Pinterest.0:35:40.480 --> 0:35:42.400Pinterest because I think0:35:42.500 --> 0:35:44.161that's underpriced attention.0:35:44.940 --> 0:35:46.621I think that the platform is0:35:46.702 --> 0:35:48.021ignored by so many people,0:35:48.061 --> 0:35:49.603especially from men.0:35:49.623 --> 0:35:51.483I think there's a massive0:35:51.583 --> 0:35:54.085void there from male voices.0:35:55.005 --> 0:35:56.485So I think there's a huge opportunity.0:35:56.726 --> 0:35:58.086I don't have an eye for design,0:35:58.126 --> 0:35:59.086but if somebody did,0:35:59.106 --> 0:36:00.367I think they would just0:36:00.768 --> 0:36:02.989destroy the Pinterest algorithm.0:36:03.768 --> 0:36:04.789I've seen people with0:36:04.909 --> 0:36:06.150ridiculous amounts of0:36:06.231 --> 0:36:07.811engagement and follows and0:36:08.251 --> 0:36:09.632that traffic goes from0:36:09.692 --> 0:36:10.873Pinterest to wherever you0:36:10.913 --> 0:36:12.393want to post it because0:36:12.594 --> 0:36:14.293every pin has a link somewhere.0:36:14.313 --> 0:36:14.775Wow.0:36:15.514 --> 0:36:16.596Yeah, it's crazy.0:36:16.615 --> 0:36:18.097And then, of course, LinkedIn,0:36:18.137 --> 0:36:19.217just like Dave said,0:36:19.277 --> 0:36:20.759building a professional network.0:36:21.079 --> 0:36:22.780But it's definitely a different community.0:36:22.860 --> 0:36:24.722It's it's they have different values.0:36:24.782 --> 0:36:27.123But I realized that I honed0:36:27.164 --> 0:36:29.224the knife on link on0:36:29.505 --> 0:36:30.947Facebook and YouTube.0:36:31.726 --> 0:36:33.148Now I can cut deeper on0:36:33.208 --> 0:36:34.851LinkedIn because I've got a skill set.0:36:35.452 --> 0:36:36.452You know, I can talk.0:36:36.594 --> 0:36:37.614I can record video.0:36:37.655 --> 0:36:40.639I can do things that the typical CEO,0:36:40.719 --> 0:36:42.481the typical person on LinkedIn,0:36:42.521 --> 0:36:43.521they're just not doing or0:36:43.563 --> 0:36:44.423they're not doing well.0:36:44.824 --> 0:36:45.625Let me ask you this, though.0:36:46.525 --> 0:36:48.429How much and ballpark it.0:36:49.630 --> 0:36:50.070How much,0:36:50.331 --> 0:36:52.512what percent do you change when0:36:52.552 --> 0:36:53.992you make a piece of content0:36:54.233 --> 0:36:55.612for a specific platform?0:36:56.293 --> 0:36:58.534Or do people just, do you just shotgun?0:36:58.574 --> 0:37:00.074I make a video,0:37:00.094 --> 0:37:01.434it's a vertical video and I0:37:01.474 --> 0:37:01.974share it everywhere.0:37:02.074 --> 0:37:03.936Or do you tailor it a little bit?0:37:03.996 --> 0:37:05.135If so, like how much?0:37:06.077 --> 0:37:07.217Yeah, it's a good question.0:37:07.817 --> 0:37:09.398I wouldn't say I necessarily,0:37:09.878 --> 0:37:11.197what I do is I create0:37:11.257 --> 0:37:12.599content that I want to talk about.0:37:12.918 --> 0:37:13.139Got it.0:37:13.699 --> 0:37:15.762That I think people want to0:37:15.802 --> 0:37:17.543hear about that people are looking for.0:37:17.623 --> 0:37:19.766So, so I should take two steps back.0:37:19.827 --> 0:37:21.469It's not that I want to talk about it.0:37:21.509 --> 0:37:23.150It's that I see a void.0:37:23.452 --> 0:37:24.873People want this information.0:37:25.574 --> 0:37:26.835I believe that I've got a0:37:26.916 --> 0:37:27.856unique perspective.0:37:28.237 --> 0:37:29.840So I create the content0:37:29.920 --> 0:37:31.762specifically for the identified void.0:37:32.661 --> 0:37:34.202Then what I do is I say, okay,0:37:34.242 --> 0:37:35.623this content is appropriate0:37:35.643 --> 0:37:36.503for this audience.0:37:36.583 --> 0:37:37.945I'm going to share it to that audience.0:37:38.585 --> 0:37:39.525So on LinkedIn,0:37:39.826 --> 0:37:41.327I share mostly my practice0:37:41.748 --> 0:37:43.088stuff this morning.0:37:43.248 --> 0:37:43.548You know,0:37:43.608 --> 0:37:45.150yesterday I saw somebody post0:37:45.170 --> 0:37:47.070something about a 4%0:37:47.070 --> 0:37:49.172Medicare reimbursement0:37:49.211 --> 0:37:50.273increase that they wanted0:37:50.313 --> 0:37:51.974people to write letters to Congress about,0:37:52.173 --> 0:37:52.393right?0:37:52.894 --> 0:37:54.576I'm like 4%, seriously,0:37:54.655 --> 0:37:55.815is that going to make a difference?0:37:55.876 --> 0:37:56.597Is anybody going to,0:37:56.996 --> 0:37:58.117you know be able to afford a0:37:58.157 --> 0:37:59.398mortgage or a house because0:37:59.739 --> 0:38:00.780because medicare is paying0:38:00.840 --> 0:38:01.920us four percent more it's0:38:01.960 --> 0:38:03.222like we're fighting for0:38:03.282 --> 0:38:04.463scraps I don't want to be0:38:04.483 --> 0:38:06.425in that game right that's a0:38:06.485 --> 0:38:08.007linkedin post like that's0:38:08.067 --> 0:38:09.367content for linkedin that's0:38:09.427 --> 0:38:10.688content for my medicare0:38:10.728 --> 0:38:11.730billing group because it's0:38:11.789 --> 0:38:14.652very topic specific um so I0:38:14.711 --> 0:38:16.333create the content based on0:38:16.434 --> 0:38:18.335the void that I see not0:38:18.394 --> 0:38:20.637just what I want and then I0:38:20.717 --> 0:38:22.099put it on the appropriate0:38:22.139 --> 0:38:23.300platform to speak to the0:38:23.340 --> 0:38:24.300appropriate audience0:38:25.239 --> 0:38:25.940You thought about it.0:38:26.659 --> 0:38:26.840Sure.0:38:27.621 --> 0:38:28.041A little bit.0:38:28.402 --> 0:38:30.063That's what I want people thinking about.0:38:32.304 --> 0:38:33.425The example was I ran an0:38:33.445 --> 0:38:34.427alternative rock station.0:38:34.586 --> 0:38:36.969So Linkin Park, Foo Fighters, Metallica,0:38:37.028 --> 0:38:37.648ACDC.0:38:37.668 --> 0:38:39.130But every once in a while,0:38:40.552 --> 0:38:42.393a song would come along and I'd go,0:38:42.574 --> 0:38:44.074this fits enough and is0:38:44.235 --> 0:38:45.996weird enough that I want to0:38:46.036 --> 0:38:47.838play it because this is the exception,0:38:47.858 --> 0:38:48.358not the rule.0:38:49.161 --> 0:38:50.081Hey there, Delilah,0:38:50.722 --> 0:38:52.342my radio station shouldn't have,0:38:52.382 --> 0:38:53.563that should have been a pop song,0:38:53.902 --> 0:38:55.463but we played it at night,0:38:55.523 --> 0:38:56.423mostly not during the day.0:38:57.224 --> 0:38:57.824And it,0:38:58.125 --> 0:38:59.885it was because I thought about it enough.0:38:59.945 --> 0:39:00.445And I was like,0:39:00.766 --> 0:39:01.626I think there's enough0:39:01.666 --> 0:39:02.907crossover for the dudes who0:39:02.967 --> 0:39:04.648are rocking and the dude and the,0:39:04.708 --> 0:39:05.148and the people.0:39:05.188 --> 0:39:07.530And we had females too, about 70, 30,0:39:07.530 --> 0:39:07.690maybe.0:39:09.010 --> 0:39:10.630So it made sense, but I thought about it.0:39:10.710 --> 0:39:10.931I mean,0:39:10.951 --> 0:39:12.592I painstakingly thought about where0:39:12.652 --> 0:39:14.233does this belong on the air or not?0:39:15.048 --> 0:39:16.289is this something we get0:39:16.329 --> 0:39:17.329involved with or not?0:39:17.369 --> 0:39:18.630We thought about that a lot.0:39:19.150 --> 0:39:21.393And you should too, is what I'm trying to,0:39:21.572 --> 0:39:22.552that's why I'm telling that story.0:39:22.572 --> 0:39:23.954It's like, Tony thinks about it.0:39:23.974 --> 0:39:26.114It's like, this isn't a LinkedIn thing.0:39:26.275 --> 0:39:28.916This, no, this is, oh, okay.0:39:28.936 --> 0:39:30.137I look at the world in Venn0:39:30.177 --> 0:39:32.059diagrams and I'm like, this is me.0:39:32.338 --> 0:39:33.139And then what things,0:39:33.360 --> 0:39:34.619what circles cross over and0:39:34.659 --> 0:39:35.940touch a little bit, a lot,0:39:36.641 --> 0:39:37.322does this deserve?0:39:37.342 --> 0:39:38.922And then also, does it deserve my time?0:39:38.963 --> 0:39:40.623Like, do I have time for this?0:39:41.360 --> 0:39:42.860And if the answer is yes, yes, yes.0:39:43.282 --> 0:39:43.621Yeah.0:39:43.862 --> 0:39:44.041Okay.0:39:44.081 --> 0:39:44.983It falls in my circle.0:39:45.043 --> 0:39:46.023It also falls in one.0:39:46.063 --> 0:39:47.425See, Tony's example is really great.0:39:47.925 --> 0:39:48.726The knee replacement,0:39:48.766 --> 0:39:50.047the Medicare billing placement.0:39:50.106 --> 0:39:51.208Those are two different audiences.0:39:51.427 --> 0:39:52.409One is consumer facing.0:39:52.489 --> 0:39:53.389One is clinician facing.0:39:53.929 --> 0:39:54.351But you're like,0:39:54.391 --> 0:39:55.512I like talking about these things.0:39:55.831 --> 0:39:56.092Check.0:39:56.592 --> 0:39:57.713I feel like there's value here.0:39:57.853 --> 0:39:58.114Check.0:39:58.233 --> 0:39:59.235Is there a void here?0:39:59.594 --> 0:39:59.875Check.0:40:00.335 --> 0:40:02.137And to the void thing, I will say,0:40:03.217 --> 0:40:04.179if you go on YouTube and0:40:04.199 --> 0:40:05.298there's 100 videos about0:40:05.318 --> 0:40:06.440knee replacement and you're like,0:40:06.460 --> 0:40:07.161it's saturated,0:40:07.320 --> 0:40:08.322I will tell you you're wrong.0:40:09.730 --> 0:40:10.311100 is a lot.0:40:10.731 --> 0:40:13.311And compared to the world0:40:13.831 --> 0:40:15.413and attention spans across the world,0:40:15.552 --> 0:40:16.132it's not a lot.0:40:16.773 --> 0:40:17.034Yeah.0:40:17.534 --> 0:40:19.775And the way this would apply to, again,0:40:19.855 --> 0:40:21.115an employed therapist right0:40:21.155 --> 0:40:22.836now sitting out there listening to us,0:40:24.597 --> 0:40:25.777if you start putting that0:40:25.838 --> 0:40:28.278content out that's patient-facing,0:40:28.358 --> 0:40:29.500if you start talking about0:40:29.519 --> 0:40:30.920the things that are important to you,0:40:31.701 --> 0:40:33.242philosophically like you as0:40:33.342 --> 0:40:34.963a therapist what what is0:40:35.063 --> 0:40:36.563uniquely valuable to you0:40:36.603 --> 0:40:37.563what is important what do0:40:37.603 --> 0:40:38.764you want your patients to0:40:38.824 --> 0:40:40.885hear to see to know you0:40:40.925 --> 0:40:42.146share those messages I0:40:42.186 --> 0:40:43.027guarantee there's an0:40:43.106 --> 0:40:44.686audience for that and then0:40:44.726 --> 0:40:46.688what happens is the patient0:40:46.788 --> 0:40:49.130facing content brings you0:40:49.190 --> 0:40:50.389better patients brings you0:40:50.409 --> 0:40:51.530patients that don't cancel0:40:51.590 --> 0:40:52.690that connect with you that0:40:52.731 --> 0:40:53.751feel like you're their best0:40:53.811 --> 0:40:55.253friend that they they know0:40:55.293 --> 0:40:55.873you because they've0:40:55.893 --> 0:40:57.934listened to 20 of your videos already0:40:58.454 --> 0:40:59.474And now when they schedule0:40:59.494 --> 0:41:00.436and book that appointment,0:41:00.615 --> 0:41:01.436they're committed,0:41:01.456 --> 0:41:02.878they're not going to drop0:41:03.018 --> 0:41:04.398off and cancel on no show.0:41:05.099 --> 0:41:06.340From the employer side,0:41:07.240 --> 0:41:09.103if I'm looking at hiring clinicians,0:41:09.603 --> 0:41:12.425like just imagine the impact of, wow,0:41:12.485 --> 0:41:15.068there's a therapist here in Monroe, Ohio,0:41:15.128 --> 0:41:16.329who's putting out content.0:41:16.909 --> 0:41:17.329Obviously,0:41:17.389 --> 0:41:19.130that indicates they're motivated.0:41:19.231 --> 0:41:21.213They're they're self starter.0:41:21.293 --> 0:41:22.614They're they're capable of0:41:22.994 --> 0:41:24.175seeing something through.0:41:24.755 --> 0:41:26.117But then I also know that0:41:26.177 --> 0:41:27.217they have their audience.0:41:27.237 --> 0:41:28.599They're going to bring that with them.0:41:28.679 --> 0:41:29.039You know,0:41:29.320 --> 0:41:33.877that therapist's value just rose 20, 30,0:41:33.877 --> 0:41:34.52540 percent.0:41:35.204 --> 0:41:36.385And so if I'm talking about0:41:36.425 --> 0:41:37.226the difference between0:41:37.246 --> 0:41:38.407paying someone eighty two0:41:38.467 --> 0:41:39.108thousand a year.0:41:39.108 --> 0:41:41.331120,000 a year,0:41:41.351 --> 0:41:43.532that's where that difference lies.0:41:43.612 --> 0:41:45.775It's not in them trying to0:41:45.815 --> 0:41:48.157get a 4% raise in Medicare reimbursement.0:41:48.657 --> 0:41:50.197It's in them bringing their0:41:50.297 --> 0:41:51.278audience with them.0:41:51.960 --> 0:41:52.699And truthfully,0:41:52.760 --> 0:41:55.702it's in me knowing as an employer, okay,0:41:55.922 --> 0:41:57.625I have more than just the0:41:57.844 --> 0:42:00.306interview to base my decision on, right?0:42:00.867 --> 0:42:01.507I'm risking $120,0000:42:01.507 --> 0:42:02.449investment when I hire a therapist.0:42:05.110 --> 0:42:06.851I'm risking my business's0:42:07.293 --> 0:42:08.994reputation and branding0:42:09.034 --> 0:42:11.556when I hire a therapist.0:42:11.896 --> 0:42:13.577What information can you0:42:13.617 --> 0:42:15.539deliver to me that's going to verify,0:42:15.599 --> 0:42:16.739yeah, you have a history,0:42:16.760 --> 0:42:18.561a track record of getting things done?0:42:19.503 --> 0:42:21.284All of that comes through social media.0:42:21.664 --> 0:42:21.744Yeah.0:42:21.764 --> 0:42:22.804Dave, what do you think?0:42:23.065 --> 0:42:24.045Let me ask you a quick question.0:42:24.065 --> 0:42:25.887So on the practice owner side of things,0:42:27.028 --> 0:42:28.090over on Facebook,0:42:28.150 --> 0:42:29.351Cameron Dennis was checking0:42:29.391 --> 0:42:30.271in and watching us live.0:42:30.331 --> 0:42:32.432He's got Back on Track Physical Therapy.0:42:32.472 --> 0:42:33.713I don't know if it's close to you, Tony,0:42:33.733 --> 0:42:34.094in Ohio.0:42:34.213 --> 0:42:34.375It is.0:42:35.673 --> 0:42:36.894So I clicked over onto his0:42:36.934 --> 0:42:39.436profile and I would say he0:42:39.456 --> 0:42:40.795does a great job of the0:42:40.876 --> 0:42:41.755simple things of just0:42:41.797 --> 0:42:42.797taking pictures with0:42:42.856 --> 0:42:45.858patients as when they're discharged,0:42:45.878 --> 0:42:46.657they're graduated,0:42:46.717 --> 0:42:48.498their peak of happiness0:42:48.898 --> 0:42:49.659during their plan of care,0:42:49.719 --> 0:42:50.699after their plan of care, whatever.0:42:51.719 --> 0:42:53.041I would say like that's like0:42:53.242 --> 0:42:54.842that's got to be like the simplest form.0:42:54.882 --> 0:42:55.123I mean,0:42:55.284 --> 0:42:56.885even like that's easier than video.0:42:56.925 --> 0:42:58.626It's just like a patient or client.0:42:58.646 --> 0:42:59.748They're happy with the outcome.0:43:00.148 --> 0:43:01.710They're almost discharged or0:43:01.730 --> 0:43:03.472almost graduated or maybe they are.0:43:03.532 --> 0:43:04.351It's their last day.0:43:05.373 --> 0:43:06.253And then he and his staff0:43:06.293 --> 0:43:07.835are taking pictures with0:43:07.976 --> 0:43:09.097these patients and clients.0:43:09.117 --> 0:43:11.699Then he posts them on his Facebook account,0:43:11.798 --> 0:43:12.940his Facebook page.0:43:13.581 --> 0:43:14.302So that's.0:43:14.561 --> 0:43:16.505I think that like, just start there.0:43:16.545 --> 0:43:17.387That's the simplest thing,0:43:17.447 --> 0:43:18.188even before video,0:43:18.248 --> 0:43:19.190because I know some people0:43:19.210 --> 0:43:20.693get nervous and they can't0:43:20.733 --> 0:43:22.476talk into a video camera or whatever.0:43:22.777 --> 0:43:23.717Like at the very least,0:43:23.777 --> 0:43:24.619practice runners need to be0:43:24.639 --> 0:43:26.163doing what Cameron's doing.0:43:26.717 --> 0:43:27.278Yeah, 100%.0:43:27.679 --> 0:43:28.900Cameron's a great guy.0:43:28.940 --> 0:43:30.521We've met in person a couple times.0:43:31.722 --> 0:43:32.784I remember watching,0:43:32.885 --> 0:43:34.585he would create videos, I swear,0:43:34.626 --> 0:43:36.148he looked like he was 12 years old.0:43:38.050 --> 0:43:40.452But I've followed his growth0:43:40.512 --> 0:43:41.474and his development.0:43:41.494 --> 0:43:44.077Yeah, like in my clinics, you know,0:43:44.737 --> 0:43:46.838I'm not the most social person.0:43:47.018 --> 0:43:47.938I am the, I am.0:43:48.960 --> 0:43:49.559Yeah, I'm not.0:43:50.101 --> 0:43:51.260So what I would do is I0:43:51.302 --> 0:43:52.983would grab other therapists0:43:53.003 --> 0:43:53.762who are a little more0:43:53.822 --> 0:43:55.023social and bubbly than me.0:43:56.125 --> 0:43:57.465We grab pictures and this is0:43:57.505 --> 0:43:58.846going back before Facebook,0:43:58.907 --> 0:43:59.927before social media,0:43:59.947 --> 0:44:01.949but we would get pictures on graduation.0:44:02.028 --> 0:44:03.289We'd get pictures on any0:44:03.329 --> 0:44:04.250major achievement.0:44:04.630 --> 0:44:05.891We would give the patient0:44:06.010 --> 0:44:07.411literally a printed picture.0:44:07.452 --> 0:44:09.172We had a photo printer when0:44:09.233 --> 0:44:11.175that was modern in the clinic.0:44:11.775 --> 0:44:13.275But in today's world,0:44:13.677 --> 0:44:14.657if you're not taking0:44:14.697 --> 0:44:16.818pictures with your clients,0:44:17.039 --> 0:44:18.041sending it to them,0:44:18.101 --> 0:44:19.181getting them to share it on0:44:19.242 --> 0:44:20.302their social media,0:44:20.342 --> 0:44:22.043getting them to tag your business,0:44:22.605 --> 0:44:23.204what are you doing?0:44:24.065 --> 0:44:24.686We're in 2024.0:44:25.007 --> 0:44:27.708How are you not leveraging0:44:28.108 --> 0:44:30.150those most basic opportunities?0:44:30.791 --> 0:44:32.333Help them talk about you.0:44:32.512 --> 0:44:33.273Make it easy.0:44:33.393 --> 0:44:34.894Make them the star of the show.0:44:35.295 --> 0:44:36.976I was talking with – I can't remember.0:44:36.996 --> 0:44:37.597I talk to a lot of people.0:44:38.137 --> 0:44:40.159um oh I know who it was I0:44:40.199 --> 0:44:40.918can't tell you who it was0:44:40.978 --> 0:44:41.699because we might be rolling0:44:41.719 --> 0:44:42.639this campaign out so0:44:42.659 --> 0:44:43.039working with an0:44:43.079 --> 0:44:44.300organization and they said0:44:44.760 --> 0:44:46.780we want we want these two0:44:46.860 --> 0:44:47.922audiences to do these two0:44:47.961 --> 0:44:48.922things I said great those0:44:48.961 --> 0:44:49.862are great call to actions0:44:49.922 --> 0:44:51.222it's great we've thought0:44:51.242 --> 0:44:52.983about we started with the0:44:53.023 --> 0:44:54.724end in mind and now I said0:44:54.864 --> 0:44:56.085how do you make those0:44:56.164 --> 0:44:57.144audiences part of the0:44:57.186 --> 0:44:57.985campaign because they were0:44:58.005 --> 0:44:59.146like we want our leader to0:44:59.405 --> 0:45:00.547do videos and I was like0:45:00.867 --> 0:45:02.166does your leader does your0:45:02.327 --> 0:45:02.827audience have a0:45:02.887 --> 0:45:03.568relationship with your0:45:03.608 --> 0:45:04.288leader like are they0:45:04.307 --> 0:45:05.208creating content now0:45:05.309 --> 0:45:06.009essentially I was saying0:45:06.840 --> 0:45:08.400Where's this clinician0:45:08.820 --> 0:45:10.463bringing value already, right?0:45:10.543 --> 0:45:12.384Mike Tomlin, Steelers head coach.0:45:12.403 --> 0:45:13.784I'm a Giants Steelers head coach.0:45:14.184 --> 0:45:15.106I don't care your potential.0:45:15.166 --> 0:45:15.865I care what you're willing.0:45:15.885 --> 0:45:17.606I don't care what you're capable of doing.0:45:17.646 --> 0:45:19.688I care what you're willing to do.0:45:20.413 --> 0:45:21.934Like you might be a number one draft pick,0:45:21.954 --> 0:45:22.835but you haven't done it.0:45:23.295 --> 0:45:24.496And nothing says I'm doing0:45:24.516 --> 0:45:26.438the pushups like putting out 100 videos,0:45:26.818 --> 0:45:28.019not saying to a clinic,0:45:28.340 --> 0:45:29.300I can do video production.0:45:29.340 --> 0:45:29.501Great.0:45:29.521 --> 0:45:29.860Where is it?0:45:30.181 --> 0:45:31.181Well, I have the ability.0:45:31.262 --> 0:45:31.842You haven't done it?0:45:32.063 --> 0:45:32.202No.0:45:32.322 --> 0:45:33.123So you don't value it.0:45:33.204 --> 0:45:34.065Why should I value it?0:45:34.804 --> 0:45:36.447So I don't care what you're0:45:36.467 --> 0:45:38.728willing to do or what you're capable of.0:45:38.748 --> 0:45:39.489I care what you're doing.0:45:40.429 --> 0:45:41.010And you should be.0:45:41.150 --> 0:45:41.972And you're putting the words0:45:42.012 --> 0:45:42.351in their mouth.0:45:44.329 --> 0:45:45.449Show business.0:45:45.469 --> 0:45:46.811We ain't in tell business here, people.0:45:46.911 --> 0:45:48.012If you're a physical therapist,0:45:48.432 --> 0:45:49.634you are not in tell business.0:45:49.914 --> 0:45:50.976You're in show business.0:45:51.076 --> 0:45:51.916I'm very sorry.0:45:52.217 --> 0:45:54.818And you might think that that's lowbrow.0:45:55.079 --> 0:45:56.740It's all the TikToks and the Instagram.0:45:56.760 --> 0:45:57.681That's not what I went to school for.0:45:57.702 --> 0:45:58.503I went for science.0:45:58.702 --> 0:45:59.184No, you went,0:45:59.543 --> 0:46:01.025you did not go to learn stuff.0:46:01.706 --> 0:46:03.106You went to learn stuff so0:46:03.146 --> 0:46:04.088that you could tell people0:46:04.568 --> 0:46:06.490and show people, right?0:46:06.911 --> 0:46:07.731Showing works better.0:46:08.757 --> 0:46:10.597And again, the reality is,0:46:10.657 --> 0:46:12.338and I deal with insecurity0:46:12.478 --> 0:46:13.119every single day.0:46:13.539 --> 0:46:16.179There's still to this day videos I record.0:46:16.219 --> 0:46:18.019I'm like, I don't want to publish this.0:46:18.119 --> 0:46:19.581I'm embarrassed to publish this.0:46:19.681 --> 0:46:20.760I shouldn't publish this.0:46:21.340 --> 0:46:22.322And that's usually when I0:46:22.342 --> 0:46:23.501just rip the bandaid off.0:46:23.601 --> 0:46:24.943I hit publish and I walk away.0:46:25.702 --> 0:46:26.023And I'm like,0:46:26.063 --> 0:46:27.543I can always unpublish it if0:46:27.605 --> 0:46:28.485I need to later.0:46:28.925 --> 0:46:32.027You know, literally like every single day,0:46:32.108 --> 0:46:34.170there are things that I am0:46:34.389 --> 0:46:36.150fearful to publish because0:46:36.190 --> 0:46:37.452I don't think it's good enough.0:46:37.931 --> 0:46:39.793I think I probably said something wrong.0:46:40.114 --> 0:46:41.474Somebody is going to critique it.0:46:42.275 --> 0:46:43.677And even when they do, I'm like,0:46:43.817 --> 0:46:44.396who cares?0:46:44.557 --> 0:46:46.659I had an old video about a Q angle.0:46:46.699 --> 0:46:47.619I was talking about a0:46:47.800 --> 0:46:49.561patient who had a pretty0:46:49.601 --> 0:46:50.822significant Q angle.0:46:50.882 --> 0:46:52.563And I said something about the shin bone.0:46:53.063 --> 0:46:54.244And somebody made a comment0:46:54.284 --> 0:46:56.327that it was the tuberosity.0:46:57.206 --> 0:46:59.849I looked at it and it ate at me.0:47:00.190 --> 0:47:01.710Obviously, I'm still thinking about it.0:47:01.871 --> 0:47:02.672It ate at me.0:47:03.132 --> 0:47:05.594But I'm like, who really cares?0:47:05.733 --> 0:47:07.576At the end of the day, yes,0:47:07.675 --> 0:47:10.057I used the wrong anatomical landmark.0:47:10.677 --> 0:47:11.679The principle is the same.0:47:12.300 --> 0:47:13.740The angle is, you know,0:47:14.240 --> 0:47:15.742what I want you to pay attention to.0:47:16.262 --> 0:47:16.563Yeah.0:47:17.023 --> 0:47:17.324Yeah.0:47:18.510 --> 0:47:20.431This is all you'll never be0:47:20.471 --> 0:47:21.612criticized by someone doing0:47:21.692 --> 0:47:25.295more than you.0:47:25.655 --> 0:47:26.635With all your videos that0:47:26.655 --> 0:47:27.456you've done for like the0:47:27.476 --> 0:47:28.538total knee replacement videos,0:47:28.878 --> 0:47:30.318what for personal branding0:47:30.338 --> 0:47:31.300for practice owners out there,0:47:31.739 --> 0:47:33.101what's a video that someone0:47:33.141 --> 0:47:35.103has said to you or, or,0:47:35.422 --> 0:47:36.282or they say to you most0:47:36.384 --> 0:47:38.224often the ones where you0:47:38.485 --> 0:47:39.806are speaking right into the0:47:39.826 --> 0:47:41.286camera or the ones where0:47:41.347 --> 0:47:43.548you are in your clinic and0:47:44.048 --> 0:47:45.590demonstrating something or0:47:45.690 --> 0:47:46.471the ones where you're0:47:46.550 --> 0:47:48.452talking over something and0:47:48.492 --> 0:47:49.452you're showing a patient or0:47:49.492 --> 0:47:50.494client like from the hip0:47:50.534 --> 0:47:51.514down or the waist down,0:47:51.835 --> 0:47:52.675you're showing them with0:47:52.755 --> 0:47:54.077their knee replacement and0:47:54.097 --> 0:47:54.956you're describing something0:47:54.976 --> 0:47:56.818like their scar, their incision.0:47:57.079 --> 0:47:58.280I watched a video of yours0:47:58.320 --> 0:47:59.320where it was like the0:47:59.380 --> 0:48:00.800bandage was still there and you were like,0:48:00.820 --> 0:48:02.262you know, just leave it, don't pick at it,0:48:02.302 --> 0:48:03.182whatever, something like that.0:48:03.943 --> 0:48:06.646What from patient facing side of things,0:48:06.826 --> 0:48:08.527what has gotten the most remarks?0:48:09.027 --> 0:48:10.447Because if you're watching or listening,0:48:10.869 --> 0:48:12.108simply model whatever Tony0:48:12.128 --> 0:48:12.630is about to say.0:48:14.791 --> 0:48:16.211Um, geez, I don't know.0:48:16.231 --> 0:48:17.211I honestly,0:48:17.231 --> 0:48:19.313I think the one that got the0:48:19.413 --> 0:48:21.494most I should go back and look at this.0:48:22.315 --> 0:48:23.094The most engagement is0:48:23.135 --> 0:48:24.436probably my one about pain.0:48:24.856 --> 0:48:25.175You know,0:48:25.255 --> 0:48:26.777like how painful is a total knee0:48:26.797 --> 0:48:27.277replacement?0:48:27.858 --> 0:48:29.858The ones about showing like0:48:29.898 --> 0:48:31.139the incisions and stuff,0:48:31.199 --> 0:48:32.460they gross people out and0:48:32.500 --> 0:48:33.400people will occasionally0:48:33.440 --> 0:48:34.760make comments and say things.0:48:35.322 --> 0:48:37.983But I think when you touch a nerve, like0:48:38.483 --> 0:48:39.103Pun intended.0:48:39.925 --> 0:48:41.706Talking about pain and pain0:48:41.827 --> 0:48:43.588is so tied to their identity.0:48:43.650 --> 0:48:44.990Pain is so tied to their0:48:45.110 --> 0:48:46.952insecurities and their emotions.0:48:48.195 --> 0:48:49.597I think probably if I was0:48:49.617 --> 0:48:50.998going to guess that when I0:48:51.077 --> 0:48:52.420said how painful is it0:48:52.480 --> 0:48:54.161really or something like that,0:48:54.822 --> 0:48:56.184that is the one that drives0:48:56.244 --> 0:48:57.365the most engagement.0:48:58.226 --> 0:48:59.365because now I'm threatening0:48:59.405 --> 0:49:00.226someone's identity.0:49:00.907 --> 0:49:03.206If I say anything about,0:49:03.226 --> 0:49:04.286and I love talking about0:49:04.306 --> 0:49:05.427pain science and I love0:49:05.487 --> 0:49:08.288talking about moving away0:49:08.367 --> 0:49:09.967from the biomechanical0:49:10.027 --> 0:49:12.509model of pain more into the0:49:12.528 --> 0:49:14.028stuff that we're talking about these days,0:49:14.528 --> 0:49:16.429the psychosocial impact and all of that,0:49:17.050 --> 0:49:18.090that's what I would say.0:49:18.110 --> 0:49:19.769And I mean, truthfully,0:49:19.809 --> 0:49:20.710that's what I kind of do.0:49:20.791 --> 0:49:22.570Like that's my whole stick0:49:23.411 --> 0:49:24.992is let's poke the bear.0:49:25.672 --> 0:49:26.815Let's see if we can drive0:49:26.875 --> 0:49:27.916some conversation,0:49:28.416 --> 0:49:30.117not just for likes and0:49:30.157 --> 0:49:31.199shares and comments,0:49:31.639 --> 0:49:33.721but for legitimate engagement.0:49:33.760 --> 0:49:33.960Like,0:49:34.561 --> 0:49:36.463am I thinking about things correctly?0:49:36.903 --> 0:49:38.184Am I looking at this?0:49:38.646 --> 0:49:39.827Where's my blind spot?0:49:39.867 --> 0:49:41.809Because somebody should be0:49:41.869 --> 0:49:43.650able to show me where the blind spot is.0:49:44.311 --> 0:49:48.112So on LinkedIn, my biggest engaging post,0:49:48.353 --> 0:49:49.353the first one was,0:49:49.452 --> 0:49:50.574does it matter if we call0:49:50.634 --> 0:49:52.454ourselves doctors of physical therapy?0:49:52.894 --> 0:49:54.496I'm not a doctor of physical therapy,0:49:55.436 --> 0:49:56.655but does using the word0:49:56.695 --> 0:49:57.717doctor even matter?0:49:57.737 --> 0:49:58.376Right.0:49:58.757 --> 0:49:59.878And then my second one,0:49:59.958 --> 0:50:00.818I don't even remember,0:50:00.918 --> 0:50:02.998but it was something similar, you know,0:50:03.059 --> 0:50:04.039and those are the ones that0:50:04.059 --> 0:50:05.360drive the most engagement0:50:05.400 --> 0:50:06.360because those are the ones0:50:06.400 --> 0:50:09.342that have the most polarizing positions.0:50:09.362 --> 0:50:09.461Right.0:50:09.541 --> 0:50:11.643Facts tell, emotions sell,0:50:11.722 --> 0:50:12.983emotions spread.0:50:14.543 --> 0:50:15.304This person shouldn't be0:50:15.324 --> 0:50:16.643watching right now on LinkedIn,0:50:16.684 --> 0:50:17.083but they are.0:50:17.123 --> 0:50:18.605Kenyon Parker is a future PT.0:50:18.985 --> 0:50:20.304Just had a procedure on his Achilles,0:50:20.704 --> 0:50:21.905was very scared for the0:50:22.045 --> 0:50:23.485after effect it was gonna have on him.0:50:24.027 --> 0:50:25.306So he might be very0:50:25.347 --> 0:50:26.686interested in a video that says,0:50:26.887 --> 0:50:28.047here's what it's really like0:50:29.628 --> 0:50:31.048Do you think the video that0:50:31.068 --> 0:50:31.889would resonate the most0:50:31.929 --> 0:50:33.509with Kenyon is like a very,0:50:33.588 --> 0:50:35.789very overproduced, sterile video?0:50:36.210 --> 0:50:38.271Or one of a patient talking, going,0:50:38.371 --> 0:50:39.490here's how it really went for me.0:50:39.510 --> 0:50:41.911So there's an example of a PT.0:50:42.211 --> 0:50:43.472Do you need to record that video?0:50:43.592 --> 0:50:44.253I would actually say,0:50:44.552 --> 0:50:45.413you're the last person I0:50:45.452 --> 0:50:46.353want recording that video.0:50:46.713 --> 0:50:47.494If you're the surgeon who0:50:47.514 --> 0:50:48.273does Achilles repair,0:50:48.494 --> 0:50:49.474you're the last person I0:50:49.514 --> 0:50:51.695want done recording that video.0:50:51.894 --> 0:50:52.974You're gonna record a different one.0:50:53.414 --> 0:50:54.876Here's how to prepare, right?0:50:56.063 --> 0:50:58.686I want a patient who's walked the walk.0:50:58.905 --> 0:50:59.686I want someone.0:50:59.726 --> 0:51:00.427So here's where we can get0:51:00.467 --> 0:51:01.827into like cool psychological terms.0:51:01.967 --> 0:51:03.307I want someone who can share0:51:03.469 --> 0:51:05.369sympathy where if you're a0:51:05.409 --> 0:51:06.250PT or a surgeon,0:51:06.269 --> 0:51:07.391you've never had that procedure.0:51:07.451 --> 0:51:08.271You can share empathy.0:51:09.072 --> 0:51:09.251Sure.0:51:09.452 --> 0:51:09.692I can.0:51:09.751 --> 0:51:10.672I imagine I've seen this.0:51:10.733 --> 0:51:11.873I've walked people through this,0:51:12.514 --> 0:51:13.994but after Kenyon is done,0:51:15.014 --> 0:51:15.733And he's a PT.0:51:15.994 --> 0:51:17.855He will be able to share a0:51:17.954 --> 0:51:19.115personal experience.0:51:19.615 --> 0:51:21.717And trust me, that has weight.0:51:21.996 --> 0:51:23.157Want to know how I know it has weight?0:51:23.757 --> 0:51:25.257Amazon puts a lot of0:51:25.338 --> 0:51:26.739pressure and a lot of work0:51:26.858 --> 0:51:29.920into reviews and stars and comments.0:51:30.460 --> 0:51:31.340Why are they doing that?0:51:31.500 --> 0:51:32.320Because they're nice.0:51:33.320 --> 0:51:33.702sure,0:51:34.282 --> 0:51:35.422but they're trying to make it easy0:51:35.443 --> 0:51:36.384for people to talk about0:51:36.864 --> 0:51:38.125the products that they sell,0:51:38.204 --> 0:51:38.826essentially them.0:51:39.445 --> 0:51:42.327So I think Kenyon brings up that emotion.0:51:43.309 --> 0:51:45.110When I do communications evaluations,0:51:45.251 --> 0:51:46.172people talk and talk and0:51:46.192 --> 0:51:46.992talk and talk and talk,0:51:47.012 --> 0:51:47.393and people are like,0:51:47.413 --> 0:51:47.992are you even listening?0:51:48.413 --> 0:51:48.733I go, yeah.0:51:49.233 --> 0:51:50.695I write down every emotion word I hear,0:51:50.835 --> 0:51:51.576negative and positive.0:51:52.577 --> 0:51:53.898And then I go back, hey,0:51:54.077 --> 0:51:56.619I heard with Kenyon, I heard you were0:51:57.202 --> 0:51:58.143I heard scared in there.0:51:58.163 --> 0:51:58.902Did I get that right?0:51:59.563 --> 0:52:01.065Using a little Chris Voss, right?0:52:01.344 --> 0:52:04.068Making sure I heard what0:52:04.088 --> 0:52:05.588they said or that was accurate.0:52:06.889 --> 0:52:08.231So if I mapped out a plan of0:52:08.271 --> 0:52:09.291what it would actually be0:52:09.331 --> 0:52:12.775like from day zero to day 100,0:52:12.775 --> 0:52:14.135would that make you feel 10% better?0:52:14.175 --> 0:52:14.275Yeah.0:52:16.192 --> 0:52:17.652What if I laid exercises0:52:17.773 --> 0:52:20.255over that timeline from day0:52:20.275 --> 0:52:21.155zero to day 100?0:52:21.155 --> 0:52:22.557Would that make you feel more secure?0:52:22.717 --> 0:52:22.938Yeah.0:52:23.237 --> 0:52:24.418What if I put my text, my phone number?0:52:24.438 --> 0:52:25.219You could text at the bottom0:52:25.239 --> 0:52:25.940right hand of that screen0:52:25.960 --> 0:52:26.942or that PDF I'm going to give you.0:52:26.961 --> 0:52:27.762Would that make you feel better?0:52:27.882 --> 0:52:28.103Yeah.0:52:28.862 --> 0:52:29.364Yes, yes, yes.0:52:30.324 --> 0:52:31.565And not just to get him saying yes,0:52:31.626 --> 0:52:32.806because you've accurately0:52:33.728 --> 0:52:34.708done something to not0:52:34.748 --> 0:52:35.728completely remove the0:52:35.768 --> 0:52:37.451emotion from Kenyon's path,0:52:38.210 --> 0:52:39.713but you've done incremental things.0:52:40.052 --> 0:52:40.713You think he's now going to0:52:40.733 --> 0:52:41.655choose you over someone else?0:52:41.934 --> 0:52:43.195Yeah, I think so.0:52:44.099 --> 0:52:45.059I know we're about a minute0:52:45.099 --> 0:52:46.121away from wrapping up,0:52:46.181 --> 0:52:47.442but two quick things.0:52:48.061 --> 0:52:48.681Next week,0:52:49.083 --> 0:52:50.824I think we should target and0:52:50.923 --> 0:52:52.485talk about topics related0:52:52.525 --> 0:52:55.347to students that are DPT students,0:52:55.427 --> 0:52:58.449PTA students, and anything close to that.0:52:59.449 --> 0:53:00.992But related to the most0:53:01.072 --> 0:53:04.193common comment I get, and I hardly ever,0:53:04.414 --> 0:53:04.833ever, I mean,0:53:04.853 --> 0:53:06.416we're talking a fraction of a percent.0:53:07.351 --> 0:53:08.972But the most common negative0:53:09.052 --> 0:53:10.512comment I get is,0:53:11.233 --> 0:53:13.253this person never had a knee replacement.0:53:13.333 --> 0:53:14.695How can he talk to me about0:53:14.755 --> 0:53:16.474the pain related to a knee replacement?0:53:16.994 --> 0:53:18.936And my comeback is always the same.0:53:18.976 --> 0:53:20.317Like Jimmy said, it's empathy.0:53:21.436 --> 0:53:21.896I can't,0:53:21.996 --> 0:53:23.338I can't even imagine what you're0:53:23.358 --> 0:53:23.898going through.0:53:23.918 --> 0:53:25.277I've never experienced that0:53:25.318 --> 0:53:26.438you're 100% right.0:53:26.978 --> 0:53:28.498The only thing I can do is0:53:28.599 --> 0:53:29.500help to share the0:53:29.559 --> 0:53:31.760experience of hundreds of0:53:31.860 --> 0:53:33.460other patients that I've0:53:33.521 --> 0:53:34.822seen over the last 20 years.0:53:35.922 --> 0:53:37.083and hope that that brings0:53:37.123 --> 0:53:38.385you useful information that0:53:38.425 --> 0:53:39.485you could help in your journey.0:53:40.246 --> 0:53:41.748That's always my response to that,0:53:42.568 --> 0:53:43.889but that's the only thing I ever get.0:53:44.150 --> 0:53:45.172How do we wrap up the show?0:53:45.932 --> 0:53:46.492Parting shots.0:53:46.512 --> 0:53:47.835What do you want to leave with everybody,0:53:47.855 --> 0:53:49.456Dave?0:53:49.856 --> 0:53:51.217A single point, an overall point,0:53:51.237 --> 0:53:51.719whatever you want.0:53:51.739 --> 0:53:52.139Parting shots.0:53:52.945 --> 0:53:53.465Parting shot,0:53:53.965 --> 0:53:55.447the top of the show about the0:53:55.588 --> 0:53:56.648Taylor Swift marketing.0:53:56.969 --> 0:53:57.208Again,0:53:57.789 --> 0:53:59.590it was remarkable because Jimmy sent0:53:59.630 --> 0:54:00.211us pictures.0:54:00.572 --> 0:54:02.574We chatted about it privately.0:54:02.634 --> 0:54:03.855Then we put it on this show.0:54:04.514 --> 0:54:06.036And so it did its job.0:54:06.056 --> 0:54:08.219So think of that for your future marketing,0:54:08.278 --> 0:54:09.559your awareness, your campaigns.0:54:10.221 --> 0:54:11.402How can you use that type of0:54:11.601 --> 0:54:14.583technique ethically in your marketing,0:54:14.643 --> 0:54:15.164in your branding?0:54:15.454 --> 0:54:16.255getting someone to pay0:54:16.335 --> 0:54:17.916attention and spend time.0:54:17.936 --> 0:54:18.677That's what they wanted, right?0:54:18.757 --> 0:54:20.237Like if you break it down,0:54:20.257 --> 0:54:21.277they wanted you to pay0:54:21.318 --> 0:54:22.739attention to this and then0:54:22.818 --> 0:54:26.860come to booth 50, 70 to spend time.0:54:27.221 --> 0:54:28.302And then they're0:54:28.621 --> 0:54:30.643interviewing you from second number one,0:54:30.722 --> 0:54:31.884whether you win the tickets or not.0:54:32.204 --> 0:54:32.744Think about this.0:54:33.025 --> 0:54:35.646The tickets are the worm on the hook,0:54:36.326 --> 0:54:37.567but you might want to be caught.0:54:37.626 --> 0:54:38.126You're the fish.0:54:38.146 --> 0:54:39.208You might want to be caught there.0:54:39.913 --> 0:54:40.132Also,0:54:40.152 --> 0:54:41.074they're probably not going to pick0:54:41.934 --> 0:54:42.894the names out of a hat0:54:42.914 --> 0:54:44.657because the team probably0:54:44.677 --> 0:54:45.336has several tickets.0:54:45.356 --> 0:54:46.538They're going to Taylor Swift.0:54:46.737 --> 0:54:47.458And then there's one more0:54:47.518 --> 0:54:49.019for you at the booth, right?0:54:49.300 --> 0:54:50.621And whoever they like the most,0:54:51.001 --> 0:54:52.523that would be their desired0:54:53.143 --> 0:54:54.123candidate that they would0:54:54.143 --> 0:54:55.065like to potentially hire0:54:55.204 --> 0:54:56.144from meeting whoever.0:54:56.706 --> 0:54:57.567That's who they're going to pick.0:54:57.666 --> 0:54:59.047And it's probably by chance.0:54:59.088 --> 0:54:59.447I don't know.0:54:59.688 --> 0:54:59.867No.0:55:00.188 --> 0:55:02.447That's how I'm making these giveaways.0:55:03.168 --> 0:55:04.849At a Novocare booth years ago,0:55:05.608 --> 0:55:06.528I magically won a0:55:06.548 --> 0:55:08.028Philadelphia Eagles signed football,0:55:08.048 --> 0:55:08.389and I was like,0:55:08.429 --> 0:55:10.730there's no way I won this.0:55:10.889 --> 0:55:13.230And the guy buttered me up the whole day,0:55:13.289 --> 0:55:14.150and he's texting me,0:55:14.351 --> 0:55:16.851and then I magically won this.0:55:17.231 --> 0:55:18.271I'm not saying you're not wrong.0:55:18.510 --> 0:55:19.431I will say I got advice0:55:19.490 --> 0:55:20.512early in my radio career0:55:21.271 --> 0:55:22.192that you can do that.0:55:22.391 --> 0:55:23.891You can fake a contest.0:55:24.831 --> 0:55:26.172And the minute you do that,0:55:26.592 --> 0:55:27.753and one person says0:55:27.793 --> 0:55:28.413something about that...0:55:29.103 --> 0:55:30.005You can't wash it off.0:55:30.025 --> 0:55:31.005So I'm not saying it doesn't happen.0:55:31.126 --> 0:55:31.425It does.0:55:31.806 --> 0:55:32.347It does happen.0:55:32.907 --> 0:55:33.967I don't go anywhere near it.0:55:34.289 --> 0:55:34.548You're right.0:55:34.628 --> 0:55:35.730I'm just guessing.0:55:35.889 --> 0:55:36.831I don't go anywhere near it0:55:36.851 --> 0:55:37.771because all you need is0:55:37.791 --> 0:55:38.932someone on your team to now0:55:38.972 --> 0:55:40.074go work for another team and go,0:55:40.434 --> 0:55:41.315Jimmy Fix Contests.0:55:41.715 --> 0:55:42.777And now you can't wash that0:55:42.836 --> 0:55:44.077off because that's branding too.0:55:44.657 --> 0:55:45.259So I'm like, listen,0:55:45.278 --> 0:55:46.519I know you want to give it to this,0:55:46.699 --> 0:55:48.021but listen, do that.0:55:48.422 --> 0:55:49.101Give that person it.0:55:49.161 --> 0:55:50.382But you got to pull a random0:55:50.422 --> 0:55:51.043winner for nothing.0:55:51.063 --> 0:55:52.364You have to do two prizes then.0:55:52.505 --> 0:55:52.985You have to.0:55:54.115 --> 0:55:55.199Tony, what's your parting shot?0:55:55.519 --> 0:55:57.105Dave, that's the most Brooklyn,0:55:57.164 --> 0:55:58.889New York thing I can0:55:58.989 --> 0:56:00.494imagine someone saying.0:56:01.076 --> 0:56:01.597I love it.0:56:01.994 --> 0:56:03.514Hey, I don't know if I ever told you,0:56:03.554 --> 0:56:05.315my dad was born and raised in Brooklyn,0:56:05.356 --> 0:56:05.695New York.0:56:06.177 --> 0:56:09.818My parting shot is, look,0:56:09.918 --> 0:56:11.219you take a plain white0:56:11.280 --> 0:56:12.880t-shirt with a Fruit of the0:56:12.920 --> 0:56:14.242Loom logo on it and it's0:56:14.282 --> 0:56:14.983worth three bucks.0:56:15.603 --> 0:56:17.563You slap a Nike swoosh on it0:56:17.664 --> 0:56:19.726and it's worth 33 bucks.0:56:19.965 --> 0:56:24.009If you want to earn more as a W2 employee,0:56:24.548 --> 0:56:26.449start putting out content,0:56:26.469 --> 0:56:27.851start building your brand,0:56:27.891 --> 0:56:29.132build your network,0:56:29.813 --> 0:56:31.753and your net worth will go up.0:56:32.434 --> 0:56:33.534Yeah,0:56:33.614 --> 0:56:35.175I would say start and you're going to0:56:35.195 --> 0:56:35.637be terrible.0:56:35.836 --> 0:56:37.097If I had the cassette tapes0:56:37.117 --> 0:56:38.478for my first radio broadcasts,0:56:38.579 --> 0:56:39.559you would it would be nails.0:56:39.579 --> 0:56:40.360You would never say that0:56:40.380 --> 0:56:41.001this person was going to0:56:41.041 --> 0:56:42.121make it 10 minutes in radio.0:56:42.581 --> 0:56:44.443I was willing to suck and0:56:44.483 --> 0:56:45.704then I was willing to get a0:56:45.784 --> 0:56:46.525little better and I was0:56:46.565 --> 0:56:47.686willing to do the pushups0:56:47.905 --> 0:56:49.686because I wanted the triceps.0:56:50.047 --> 0:56:50.168Right.0:56:50.208 --> 0:56:51.068It was I wanted the pecs.0:56:52.208 --> 0:56:54.030So if that's what you want,0:56:54.311 --> 0:56:55.552then do it now because 100:56:55.552 --> 0:56:57.313years is going to pass regardless.0:56:57.894 --> 0:56:59.856And don't try to be someone else.0:57:00.177 --> 0:57:01.998It's effort to try to be someone else.0:57:02.197 --> 0:57:05.141If I tried to do other people's content,0:57:05.221 --> 0:57:06.342it'd be effort and you'd0:57:06.601 --> 0:57:07.342see right through it.0:57:07.563 --> 0:57:09.885So any tips for students and0:57:09.905 --> 0:57:10.965future PTs that may feel0:57:10.985 --> 0:57:11.547like they're behind?0:57:11.586 --> 0:57:12.487Behind in what, Kenyon?0:57:13.143 --> 0:57:13.963How are you behind your0:57:14.103 --> 0:57:15.503future PT or exactly where0:57:15.523 --> 0:57:16.065you need to be?0:57:16.085 --> 0:57:17.385I would say come back.0:57:17.545 --> 0:57:19.186I would say come back next week and we'll,0:57:19.306 --> 0:57:20.467we'll spend a whole time0:57:20.507 --> 0:57:21.208talking about that.0:57:21.327 --> 0:57:23.168Be more specific in the comments, Kenyon,0:57:23.248 --> 0:57:24.829and we will make your questions.0:57:24.949 --> 0:57:26.170We'll answer your questions first.0:57:26.190 --> 0:57:26.831Cause there's a lot.0:57:26.931 --> 0:57:27.992I need, I need to know more.0:57:28.032 --> 0:57:29.152I need to behind it.0:57:29.271 --> 0:57:30.253What man you're asking.0:57:30.293 --> 0:57:32.173You're somehow you followed0:57:32.273 --> 0:57:33.094one of us on LinkedIn.0:57:33.958 --> 0:57:34.478And you're here.0:57:34.878 --> 0:57:36.199So feel like you're behind on what?0:57:36.478 --> 0:57:37.440You're already ahead of the curve.0:57:37.460 --> 0:57:38.559You're on the bleeding edge, man,0:57:38.579 --> 0:57:39.659because we're at, no, no.0:57:39.800 --> 0:57:40.719But what it tells me is0:57:40.739 --> 0:57:41.860you're looking for things0:57:42.039 --> 0:57:43.141and that tells me that you're not behind.0:57:43.681 --> 0:57:44.621For next time,0:57:44.641 --> 0:57:46.621I also think that Tony's0:57:46.661 --> 0:57:47.900probably under-monetizing0:57:48.320 --> 0:57:50.041ChoosePTFirst.com and Jimmy0:57:50.161 --> 0:57:50.561is probably0:57:50.601 --> 0:57:52.961under-monetizing the PT to PT0:57:53.021 --> 0:57:53.601referral group.0:57:53.681 --> 0:57:54.782I told him before,0:57:54.943 --> 0:57:55.943I've probably generated0:57:55.983 --> 0:57:57.402like 20 grand off of new0:57:57.422 --> 0:57:58.862patients from Jimmy's Facebook group.0:57:58.882 --> 0:58:00.163Off the Facebook group that I started.0:58:00.182 --> 0:58:01.684That's another topic for the future.0:58:01.764 --> 0:58:02.443We all got to run.0:58:02.463 --> 0:58:03.224Let's wrap up.0:58:03.643 --> 0:58:04.125all right all right0:58:04.144 --> 0:58:05.186gentlemen I'm gonna play0:58:05.286 --> 0:58:07.030the uh the outro I will not0:58:07.070 --> 0:58:07.992sing again but we'll see0:58:08.032 --> 0:58:08.994you guys same bat channel0:58:09.233 --> 0:58:10.376same bad time next thursday0:58:10.396 --> 0:58:11.498morning at 8 30. thanks guys