Personal Branding in Healthcare?!

WEBVTT 0:00:14.894 --> 0:00:17.797 Breakfast PT club in the morning. 0:00:17.817 --> 0:00:19.199 My voice is about to crack. 0:00:19.518 --> 0:00:20.980 This is why I didn't do morning radio. 0:00:21.019 --> 0:00:22.001 It's like, I'm up. 0:00:23.882 --> 0:00:24.722 I'm functional. 0:00:25.222 --> 0:00:26.964 But yeah, your voice is a little tight. 0:00:27.045 --> 0:00:27.705 I'm Jimmy. 0:00:28.006 --> 0:00:29.306 It's amazing that you could 0:00:29.347 --> 0:00:31.128 do that again and hit those notes. 0:00:31.489 --> 0:00:32.909 I've got vocal range. 0:00:32.950 --> 0:00:34.210 I've got multiple octaves. 0:00:34.290 --> 0:00:35.531 We are going to talk about 0:00:35.551 --> 0:00:36.993 somebody who has vocal 0:00:37.033 --> 0:00:38.835 range today and how that applies to PT. 0:00:39.972 --> 0:00:41.475 uh she is a mega superstar 0:00:41.814 --> 0:00:43.476 um uh breakfast club club 0:00:43.496 --> 0:00:45.179 pt we do this weekly this 0:00:45.238 --> 0:00:46.600 live stream talk about a 0:00:46.619 --> 0:00:47.881 bunch of stuff I don't know 0:00:48.042 --> 0:00:48.743 what would you what would 0:00:48.762 --> 0:00:49.542 you say are the major 0:00:49.584 --> 0:00:50.283 ingredients I mean 0:00:50.304 --> 0:00:51.085 obviously like you know 0:00:51.225 --> 0:00:52.426 health care I would say 0:00:52.447 --> 0:00:53.487 it's not limited to pt I'd 0:00:53.508 --> 0:00:55.128 say it's health care we're 0:00:55.168 --> 0:00:57.712 pts but uh business sort of 0:00:57.771 --> 0:00:59.054 marketing communications 0:01:00.069 --> 0:01:00.909 You mean for the show, 0:01:00.990 --> 0:01:01.909 what we're doing right now? 0:01:02.710 --> 0:01:03.451 Overall, yeah. 0:01:03.470 --> 0:01:04.251 I would say overall, 0:01:04.292 --> 0:01:06.212 like what we get excited about. 0:01:06.534 --> 0:01:07.194 It seems like it's 0:01:07.293 --> 0:01:08.715 everything other than clinical. 0:01:08.795 --> 0:01:10.436 I was thinking about that this morning. 0:01:10.475 --> 0:01:12.418 I was like, we never talk about clinical. 0:01:12.438 --> 0:01:13.959 You would think a PT call-in 0:01:14.019 --> 0:01:16.581 show would be calling with a condition, 0:01:16.661 --> 0:01:18.302 calling with a challenging case, 0:01:18.501 --> 0:01:19.382 but we don't do any of that. 0:01:19.602 --> 0:01:20.384 I was explaining that to 0:01:20.424 --> 0:01:22.185 someone really close to me. 0:01:22.204 --> 0:01:22.644 And she's like, 0:01:22.685 --> 0:01:23.525 but you don't talk about like 0:01:24.135 --> 0:01:24.996 I've never heard you, like, 0:01:25.236 --> 0:01:25.897 you don't often say the 0:01:25.917 --> 0:01:27.959 word shoulder or knee or joint. 0:01:28.039 --> 0:01:28.358 And I'm like, 0:01:28.899 --> 0:01:29.980 there are a thousand other 0:01:30.000 --> 0:01:30.600 people doing that. 0:01:30.900 --> 0:01:32.022 I work with some of those brands. 0:01:32.441 --> 0:01:33.382 APTA Orthopedics, 0:01:33.623 --> 0:01:34.683 they just launched a podcast. 0:01:34.983 --> 0:01:35.224 Trust me, 0:01:35.243 --> 0:01:35.983 they're going to talk about stuff 0:01:36.004 --> 0:01:36.305 like that. 0:01:37.064 --> 0:01:37.986 There are a million of those. 0:01:38.165 --> 0:01:40.246 So we're like everything you 0:01:40.387 --> 0:01:41.548 didn't learn in PT school. 0:01:41.989 --> 0:01:42.769 Yes, I love it. 0:01:43.108 --> 0:01:43.349 All right. 0:01:43.409 --> 0:01:44.090 So we're going to talk about 0:01:44.129 --> 0:01:44.790 personal branding. 0:01:44.831 --> 0:01:46.871 This came about because I 0:01:46.891 --> 0:01:48.233 think I texted both of you 0:01:48.533 --> 0:01:50.974 a picture of a postcard that I got 0:01:52.108 --> 0:01:53.150 uh in the mail an actual 0:01:53.209 --> 0:01:54.430 postcard mailer people do 0:01:54.471 --> 0:01:56.031 postcard mailers but hey 0:01:56.052 --> 0:01:57.052 physical advertising never 0:01:57.093 --> 0:01:58.474 works and here is what it 0:01:58.493 --> 0:01:59.435 looks like this was the 0:01:59.454 --> 0:02:00.075 this was laying in my 0:02:00.094 --> 0:02:02.617 mailbox and it's just a 0:02:02.796 --> 0:02:03.817 postcard right it says 0:02:03.858 --> 0:02:05.259 boston on the front apta 0:02:05.319 --> 0:02:07.740 csm date a logo achieve 0:02:07.820 --> 0:02:09.122 physical therapy we I have 0:02:09.382 --> 0:02:10.522 no idea who these people 0:02:10.603 --> 0:02:13.344 are and then the back I was 0:02:13.384 --> 0:02:15.747 like okay got it boston from the back 0:02:16.962 --> 0:02:18.783 really grabs my eye and it 0:02:18.824 --> 0:02:20.104 says taylor swift miami 0:02:20.425 --> 0:02:23.437 october 18th visit booth 50 0:02:23.437 --> 0:02:25.628 70 and I was like what is 0:02:25.669 --> 0:02:26.990 this for a chance to win 0:02:27.030 --> 0:02:28.411 two free concert tickets to 0:02:28.450 --> 0:02:30.271 see taylor swift who I 0:02:30.292 --> 0:02:31.092 don't know if you guys have 0:02:31.272 --> 0:02:32.693 uh seen but she's uh it's 0:02:32.713 --> 0:02:33.253 got a little bit of air 0:02:33.313 --> 0:02:34.175 time going on she's making 0:02:34.194 --> 0:02:35.395 a couple bucks out there 0:02:36.395 --> 0:02:39.859 and uh I was like this got 0:02:39.878 --> 0:02:41.759 my eye but I had a few 0:02:41.800 --> 0:02:42.901 thoughts about this mailer 0:02:43.901 --> 0:02:45.043 and I shared the front and 0:02:45.062 --> 0:02:46.365 the back picture with you, 0:02:46.405 --> 0:02:47.346 and I wanted your thoughts, 0:02:47.605 --> 0:02:48.828 and we didn't share really thoughts. 0:02:48.848 --> 0:02:49.889 We did a little bit, and then we said, 0:02:49.908 --> 0:02:50.189 stop, 0:02:50.210 --> 0:02:51.450 let's just share them on the live stream. 0:02:51.972 --> 0:02:53.433 What were your thoughts on the mailer? 0:02:53.454 --> 0:02:54.354 Who wants to go first? 0:02:54.635 --> 0:02:55.356 Dave, you go first. 0:02:57.532 --> 0:03:00.014 uh I I'm first of all I 0:03:00.054 --> 0:03:00.813 would just be skeptical 0:03:00.873 --> 0:03:01.693 like are they actually 0:03:01.734 --> 0:03:02.593 giving away tickets at the 0:03:02.633 --> 0:03:03.674 booth I understand that 0:03:03.693 --> 0:03:04.914 it's for attention they 0:03:04.955 --> 0:03:06.094 want they want csm 0:03:06.134 --> 0:03:06.974 attendees to come to the 0:03:06.995 --> 0:03:08.134 booth and it's probably 0:03:08.395 --> 0:03:09.276 this is before I looked up 0:03:09.316 --> 0:03:10.216 the website but I was like 0:03:10.256 --> 0:03:11.855 it's probably a recruiting 0:03:11.936 --> 0:03:12.515 thing where they want to 0:03:12.556 --> 0:03:14.037 get more people their names 0:03:14.056 --> 0:03:14.997 their emails their phone 0:03:15.016 --> 0:03:16.396 numbers to write down or 0:03:16.597 --> 0:03:17.497 enter it on an ipad or 0:03:17.516 --> 0:03:18.456 write it down on some list 0:03:18.497 --> 0:03:19.638 or something for them to 0:03:19.677 --> 0:03:20.638 collect leads to then 0:03:21.497 --> 0:03:22.878 Try to recruit those therapists, 0:03:23.098 --> 0:03:23.819 even if they're from across 0:03:23.840 --> 0:03:25.501 the country to come, you know, move to, 0:03:25.741 --> 0:03:27.322 you know, work at that Boston clinic. 0:03:27.342 --> 0:03:28.823 They have like five locations or whatever. 0:03:29.604 --> 0:03:31.465 I think it's a good idea if, you know, 0:03:31.544 --> 0:03:32.846 for attention and marketing. 0:03:32.866 --> 0:03:33.627 And we're talking about it. 0:03:33.646 --> 0:03:35.008 Like I said, you sent us pictures. 0:03:35.228 --> 0:03:35.968 We're talking about it on a 0:03:36.008 --> 0:03:36.508 video right now. 0:03:36.688 --> 0:03:37.990 So obviously it did its job. 0:03:38.050 --> 0:03:40.352 First of all, is it a real giveaway? 0:03:40.372 --> 0:03:41.431 I don't know. 0:03:41.451 --> 0:03:42.633 Like, do they actually have the tickets? 0:03:42.853 --> 0:03:43.253 Maybe not. 0:03:43.274 --> 0:03:44.093 Cause I think you said it's 0:03:44.114 --> 0:03:45.115 like a chance to win. 0:03:45.175 --> 0:03:46.795 So it's like the practice is 0:03:46.895 --> 0:03:48.056 also in a chance to win. 0:03:48.116 --> 0:03:48.637 So it's like, 0:03:48.657 --> 0:03:50.179 do they actually have the tickets or not? 0:03:50.218 --> 0:03:50.538 I don't know. 0:03:51.030 --> 0:03:51.689 I think they do. 0:03:52.230 --> 0:03:53.651 I mean, in my mind, 0:03:53.991 --> 0:03:55.472 because I was on the back 0:03:55.512 --> 0:03:58.493 end of creating contests, to me, 0:03:58.514 --> 0:03:59.435 this is an ROI thing. 0:03:59.694 --> 0:04:00.655 We need attention. 0:04:01.235 --> 0:04:02.695 If you've been to an expo 0:04:02.716 --> 0:04:04.817 hall like APTA CSM before, it's chaos. 0:04:04.978 --> 0:04:06.617 It's like Central Park on 0:04:06.638 --> 0:04:07.399 the busiest day of the year. 0:04:08.546 --> 0:04:09.206 Taylor Swift tickets, 0:04:09.227 --> 0:04:10.527 I looked up really quick for that show, 0:04:11.087 --> 0:04:14.368 were like $800 to $1,000 a pop. 0:04:14.549 --> 0:04:14.748 So it's $2,000. 0:04:15.489 --> 0:04:17.970 They are not promising hotel, flight, 0:04:18.029 --> 0:04:18.290 all that. 0:04:18.329 --> 0:04:18.509 So it's $2,000. 0:04:18.889 --> 0:04:19.370 You're all in for $2,000. 0:04:20.411 --> 0:04:21.011 Unless they bought the 0:04:21.050 --> 0:04:22.110 tickets early when it was 0:04:22.130 --> 0:04:22.992 like a couple hundred bucks. 0:04:23.072 --> 0:04:23.672 Because these are all 0:04:23.711 --> 0:04:24.632 scalped up because of 0:04:25.132 --> 0:04:25.853 scalpers and whatever. 0:04:26.473 --> 0:04:26.793 So this is $2,000. 0:04:27.192 --> 0:04:28.894 A mailer, I don't really know. 0:04:28.954 --> 0:04:30.434 I didn't do a ton of mailers in radio. 0:04:30.754 --> 0:04:32.475 But these aren't terribly expensive. 0:04:33.310 --> 0:04:34.432 So they obviously bought... 0:04:34.451 --> 0:04:35.451 Like $1 to each? 0:04:35.471 --> 0:04:37.593 Yeah, so they got access to a list, 0:04:37.754 --> 0:04:39.454 and they're saying... Are 0:04:39.475 --> 0:04:40.435 you guys going to CSM? 0:04:40.456 --> 0:04:42.197 Are you on the... No, okay. 0:04:42.237 --> 0:04:42.416 No. 0:04:42.976 --> 0:04:44.298 If anybody is watching right now, 0:04:44.377 --> 0:04:45.358 and you got one of these... 0:04:46.509 --> 0:04:47.050 Put it in the comments. 0:04:47.069 --> 0:04:47.449 I want to know. 0:04:48.189 --> 0:04:50.511 Because I'm guessing they got the list, 0:04:50.651 --> 0:04:51.891 but maybe they didn't send 0:04:51.911 --> 0:04:53.050 them to everybody because I 0:04:53.110 --> 0:04:53.911 am in New York. 0:04:53.990 --> 0:04:55.271 I'm a couple states away. 0:04:55.752 --> 0:04:56.692 I want to know if someone's 0:04:56.711 --> 0:04:58.372 going to CSM from California, 0:04:58.732 --> 0:04:59.471 did they get this? 0:05:00.052 --> 0:05:00.632 Because that could be 0:05:00.651 --> 0:05:01.632 another segmentation to 0:05:01.673 --> 0:05:02.872 just reduce costs but also 0:05:02.913 --> 0:05:04.293 increase accuracy. 0:05:04.533 --> 0:05:05.293 Because there's a marketing 0:05:05.333 --> 0:05:06.052 person in the area of this 0:05:06.072 --> 0:05:07.153 who's got an answer for this, 0:05:07.574 --> 0:05:08.814 what happens. 0:05:08.874 --> 0:05:09.634 I think it was good. 0:05:15.286 --> 0:05:16.007 I think it was a good campaign. 0:05:16.028 --> 0:05:16.788 It got my attention. 0:05:16.809 --> 0:05:17.728 I was like, Taylor Swift? 0:05:18.170 --> 0:05:19.810 It's sort of like, really, though? 0:05:20.232 --> 0:05:20.872 Which is cool. 0:05:21.793 --> 0:05:22.613 And I forget what the name 0:05:22.634 --> 0:05:23.435 of the principle is. 0:05:23.475 --> 0:05:24.696 There's always these, like, you know, 0:05:25.336 --> 0:05:26.478 the Murphy's Law and the 0:05:26.557 --> 0:05:27.459 Pareto principle. 0:05:27.778 --> 0:05:30.021 But there's a principle in giveaways. 0:05:30.942 --> 0:05:31.742 And the principle is, 0:05:31.882 --> 0:05:35.607 if the prize seems too big, it seems like, 0:05:35.966 --> 0:05:36.507 no, I'm not even. 0:05:36.588 --> 0:05:38.168 Like, if they were giving away a Ferrari, 0:05:38.228 --> 0:05:39.009 it's like, I have no chance. 0:05:39.889 --> 0:05:40.449 I'm not going. 0:05:40.870 --> 0:05:42.211 They might be giving away the Ferrari. 0:05:42.290 --> 0:05:44.173 Someone is leaving CSM with the Ferrari. 0:05:44.514 --> 0:05:46.555 But it seems so out of reach. 0:05:46.596 --> 0:05:47.396 It's like, eh. 0:05:47.877 --> 0:05:48.877 And then also, if it's like, 0:05:48.918 --> 0:05:50.939 we're giving away seven Bic pens. 0:05:51.040 --> 0:05:51.339 It's like, 0:05:51.521 --> 0:05:53.463 I'm not going there for seven Bic pens. 0:05:54.543 --> 0:05:55.925 If the price is too low, it's like, 0:05:55.985 --> 0:05:56.605 why bother? 0:05:56.725 --> 0:05:58.468 I'd probably win, but who cares? 0:05:58.927 --> 0:06:00.348 But too big, it's out of reach. 0:06:01.389 --> 0:06:04.033 I think this is in the sweet spot of that. 0:06:04.052 --> 0:06:05.514 We're like, okay, that's two grand. 0:06:05.714 --> 0:06:07.355 A company, the booth itself, 0:06:07.896 --> 0:06:08.898 just getting the 10 by 10 0:06:08.898 --> 0:06:10.339 square is a couple grand. 0:06:11.300 --> 0:06:13.622 I think this chance to win thing, 0:06:13.642 --> 0:06:14.363 I think we might have been over, 0:06:14.843 --> 0:06:15.964 that's just legalese in how 0:06:15.985 --> 0:06:16.646 you have to say it. 0:06:19.201 --> 0:06:20.442 So so I think this is good. 0:06:20.502 --> 0:06:20.642 Yeah. 0:06:20.682 --> 0:06:21.624 And then I then I had to 0:06:21.663 --> 0:06:22.444 look them up because I was like, 0:06:22.524 --> 0:06:23.204 are they a PT? 0:06:23.305 --> 0:06:24.386 Are they a marketing company? 0:06:24.947 --> 0:06:25.668 What are they doing? 0:06:26.127 --> 0:06:26.528 So I don't know. 0:06:26.567 --> 0:06:27.129 This might have been 0:06:27.329 --> 0:06:28.971 carefully not a lot of 0:06:29.071 --> 0:06:30.512 information on their card 0:06:30.572 --> 0:06:31.874 because I did the same thing, too. 0:06:32.593 --> 0:06:33.295 I think if they would have 0:06:33.314 --> 0:06:34.555 done if they my only 0:06:35.096 --> 0:06:36.197 critique would have been 0:06:36.517 --> 0:06:37.639 put less on the card. 0:06:38.702 --> 0:06:39.843 Like going to CSM, 0:06:40.684 --> 0:06:42.064 you could be seeing Taylor Swift too. 0:06:42.204 --> 0:06:43.463 And then just the one site or something. 0:06:43.483 --> 0:06:44.043 You know what I mean? 0:06:44.444 --> 0:06:45.024 Like, like, 0:06:45.045 --> 0:06:47.144 like strip it down to as little 0:06:47.185 --> 0:06:47.524 as possible. 0:06:47.545 --> 0:06:48.625 I just flashed my address on 0:06:48.646 --> 0:06:49.305 the live stream. 0:06:50.625 --> 0:06:51.505 You shared your number. 0:06:51.605 --> 0:06:52.706 So wait, what is a chief? 0:06:52.747 --> 0:06:54.107 I don't, I still don't even know. 0:06:58.408 --> 0:06:58.709 Okay. 0:06:58.848 --> 0:06:59.389 Achieve. 0:06:59.670 --> 0:07:01.012 So Dave, you looked it up. 0:07:01.052 --> 0:07:01.793 I'll bring it up on the, 0:07:01.872 --> 0:07:02.913 they have like five locations. 0:07:02.935 --> 0:07:04.576 It's just, they like outpatient ortho, 0:07:05.158 --> 0:07:06.680 physical therapy, office. 0:07:06.720 --> 0:07:08.122 So they're like some, you know, 0:07:08.141 --> 0:07:09.242 critical size. 0:07:09.764 --> 0:07:10.064 Okay. 0:07:10.084 --> 0:07:11.966 So it's, it's a business. 0:07:12.047 --> 0:07:13.949 They're in Boston. 0:07:13.970 --> 0:07:14.591 Yeah. 0:07:16.194 --> 0:07:16.656 in and around. 0:07:16.696 --> 0:07:17.115 To me, 0:07:17.197 --> 0:07:18.658 everything in Massachusetts is Boston. 0:07:18.738 --> 0:07:22.124 I'm seeing Acton, Hudson, Sudbury, 0:07:22.684 --> 0:07:23.125 Bedford. 0:07:26.069 --> 0:07:26.990 You can't say some of these 0:07:27.031 --> 0:07:28.172 town names like Bedford. 0:07:28.572 --> 0:07:29.254 It's not Bedford. 0:07:29.293 --> 0:07:29.855 It's Bedford. 0:07:30.134 --> 0:07:30.615 It's like you have to 0:07:31.387 --> 0:07:32.369 I dated a girl from Reading. 0:07:32.408 --> 0:07:33.009 That's how I knew that. 0:07:33.028 --> 0:07:34.430 A million years ago. 0:07:34.589 --> 0:07:35.211 Baylor Swift. 0:07:35.511 --> 0:07:36.232 Bedford. 0:07:36.651 --> 0:07:37.091 Medford. 0:07:39.233 --> 0:07:41.274 They're an outpatient PT clinic with one, 0:07:41.295 --> 0:07:43.096 two, three, four, five clinics. 0:07:43.297 --> 0:07:44.958 One of them is specialized 0:07:45.117 --> 0:07:46.338 in women's health. 0:07:47.673 --> 0:07:47.934 Okay. 0:07:48.175 --> 0:07:50.177 So, I mean, interesting, you know, I, 0:07:50.437 --> 0:07:53.459 I probably, you gotta assume Taylor Swift, 0:07:53.480 --> 0:07:54.560 they're looking at a target 0:07:54.600 --> 0:07:58.805 demographic of young female Swifty PTs, 0:07:58.946 --> 0:07:59.206 right? 0:07:59.286 --> 0:07:59.505 They're, 0:07:59.547 --> 0:08:01.208 they're not looking to hire you or me. 0:08:01.728 --> 0:08:02.810 We're not going to get. 0:08:03.307 --> 0:08:04.129 We don't have the same 0:08:04.209 --> 0:08:08.192 appeal to try for those tickets. 0:08:08.233 --> 0:08:10.175 So they're looking at a clear demographic. 0:08:11.076 --> 0:08:12.197 I certainly wouldn't have 0:08:12.237 --> 0:08:13.559 wasted the front of that on 0:08:14.199 --> 0:08:16.161 a huge name like Boston. 0:08:16.482 --> 0:08:16.961 Who cares? 0:08:17.262 --> 0:08:18.903 That's not going to attract me. 0:08:19.564 --> 0:08:20.345 It should be Taylor Swift. 0:08:20.786 --> 0:08:21.206 Exactly. 0:08:21.406 --> 0:08:22.565 Yeah, 100%. 0:08:22.646 --> 0:08:23.966 I would have plastered it 0:08:24.107 --> 0:08:27.728 Swifties and bling and everything. 0:08:28.048 --> 0:08:29.168 We had Taylor Swift come 0:08:29.189 --> 0:08:30.689 through Cincinnati recently, 0:08:31.329 --> 0:08:32.710 and I was downtown for a 0:08:32.791 --> 0:08:34.191 Reds game with my family. 0:08:34.270 --> 0:08:34.630 I'm like, 0:08:34.850 --> 0:08:36.731 why are these women dressed like this? 0:08:36.792 --> 0:08:37.633 And then they were like, oh, 0:08:37.972 --> 0:08:40.313 Taylor Swift is here in like two hours. 0:08:40.953 --> 0:08:42.453 So that's what I would have pushed. 0:08:42.815 --> 0:08:42.975 Yeah. 0:08:44.001 --> 0:08:45.442 But, you know, it is what it is. 0:08:45.462 --> 0:08:47.024 I mean, they caught attention. 0:08:47.083 --> 0:08:48.484 Like you said, it's different. 0:08:49.164 --> 0:08:49.884 At least they weren't 0:08:49.924 --> 0:08:51.145 talking about one on one 0:08:51.186 --> 0:08:52.527 therapy and quality care. 0:08:52.547 --> 0:08:53.267 They were talking about 0:08:53.307 --> 0:08:54.368 something that appealed to 0:08:54.408 --> 0:08:55.488 the target demographic. 0:08:56.188 --> 0:08:57.729 We want to hire a bunch of young, 0:08:57.808 --> 0:08:59.250 licensed female therapists. 0:08:59.649 --> 0:09:00.571 So you exactly. 0:09:00.831 --> 0:09:00.971 So. 0:09:01.270 --> 0:09:01.792 So also, 0:09:01.831 --> 0:09:02.991 if you were going to give this a grade, 0:09:03.152 --> 0:09:04.273 I would give it an A minus. 0:09:04.413 --> 0:09:05.533 Like, I mean, really, 0:09:05.573 --> 0:09:08.174 I'm just it's a couple of points of sure. 0:09:08.735 --> 0:09:09.495 Because honestly. 0:09:11.222 --> 0:09:12.344 Dave, Tony, 0:09:12.464 --> 0:09:13.644 how many people do you think 0:09:13.684 --> 0:09:15.106 they actually could hire? 0:09:15.366 --> 0:09:17.408 And we're spitballing 0:09:17.428 --> 0:09:18.509 because we need more information, 0:09:18.549 --> 0:09:20.292 but them hiring one or two 0:09:20.331 --> 0:09:21.994 people could be a victory, right? 0:09:22.033 --> 0:09:23.294 I mean, one could be a victory. 0:09:23.695 --> 0:09:24.535 So you spend $2,000, $2,500, 0:09:24.535 --> 0:09:25.376 that's a pretty good... 0:09:29.035 --> 0:09:29.235 I mean, 0:09:29.255 --> 0:09:31.339 you'd spend $5,000 to $8,000 on a 0:09:31.399 --> 0:09:31.818 recruiter. 0:09:33.221 --> 0:09:35.023 And I am sure now that I 0:09:35.062 --> 0:09:36.083 understand this better, 0:09:36.945 --> 0:09:39.486 when my family got Taylor Swift tickets, 0:09:39.567 --> 0:09:40.708 they got into the lottery, 0:09:40.749 --> 0:09:42.730 they got online, they got four tickets. 0:09:42.791 --> 0:09:44.131 It didn't cost them anything extra. 0:09:44.732 --> 0:09:46.173 Like you said at the beginning, Jimmy, 0:09:46.214 --> 0:09:47.315 I'm sure somebody on the 0:09:47.355 --> 0:09:49.096 team got in there, 0:09:49.476 --> 0:09:51.119 got the tickets at the 0:09:51.158 --> 0:09:52.980 going rate when they went on sale. 0:09:53.421 --> 0:09:54.221 And now they're like, hey, 0:09:54.241 --> 0:09:55.081 let's leverage this. 0:09:55.121 --> 0:09:55.722 Let's use it. 0:09:55.763 --> 0:09:57.203 And if the person who wins 0:09:57.303 --> 0:10:00.047 it can't use the tickets, even better. 0:10:00.726 --> 0:10:02.448 Because now whoever's on the 0:10:02.489 --> 0:10:04.049 team that won them originally will go. 0:10:04.451 --> 0:10:04.650 Yeah. 0:10:05.211 --> 0:10:05.412 Yeah. 0:10:05.672 --> 0:10:06.893 So this was I thought this 0:10:06.932 --> 0:10:07.474 was pretty good. 0:10:07.813 --> 0:10:08.274 I like this. 0:10:08.313 --> 0:10:09.215 And I wanted to sort of give 0:10:09.254 --> 0:10:09.775 this a shout out. 0:10:09.836 --> 0:10:11.136 It's just a good discussion points. 0:10:11.515 --> 0:10:11.735 Yeah. 0:10:11.816 --> 0:10:12.996 And I think this leads into 0:10:13.057 --> 0:10:14.076 kind of the topic that I 0:10:14.096 --> 0:10:15.357 pitched to you guys was 0:10:15.538 --> 0:10:17.078 let's talk about personal branding. 0:10:17.578 --> 0:10:18.840 We could talk about personal 0:10:18.879 --> 0:10:20.921 branding from growing a business, 0:10:21.041 --> 0:10:22.221 which I think all three of 0:10:22.282 --> 0:10:24.322 us have some level of a personal brand, 0:10:24.822 --> 0:10:26.344 but then also from being a 0:10:26.403 --> 0:10:27.283 staff therapist. 0:10:27.344 --> 0:10:28.904 I think if I was a W2 0:10:29.164 --> 0:10:31.785 employee today coming into the market, 0:10:32.067 --> 0:10:33.586 I would focus on building 0:10:33.647 --> 0:10:35.048 my own personal brand, 0:10:35.107 --> 0:10:36.589 even if I never grew a business. 0:10:37.089 --> 0:10:38.571 Because my personal brand is 0:10:38.591 --> 0:10:39.993 going to bring value when I 0:10:40.013 --> 0:10:41.455 go to my next employer, 0:10:41.514 --> 0:10:42.596 when I switch jobs, 0:10:42.655 --> 0:10:43.778 when I go to the next thing 0:10:43.817 --> 0:10:44.639 in my profession. 0:10:45.200 --> 0:10:46.961 So I'd love to hear, like, obviously, 0:10:47.081 --> 0:10:48.964 Jimmy's the king of personal brand. 0:10:49.585 --> 0:10:50.466 What are your thoughts? 0:10:51.126 --> 0:10:52.268 So I'm going to start. 0:10:52.567 --> 0:10:53.347 I like to start with 0:10:53.469 --> 0:10:54.708 everything that I learned 0:10:54.788 --> 0:10:56.591 from in communications 0:10:56.630 --> 0:10:57.390 because I learned it from 0:10:57.530 --> 0:10:59.753 like like Franciscan friars. 0:10:59.832 --> 0:11:00.913 Like it sounds like I was a 0:11:00.972 --> 0:11:02.173 monk living in the hills, 0:11:02.193 --> 0:11:03.554 but I went to a Catholic 0:11:03.595 --> 0:11:04.875 university and one of my 0:11:04.916 --> 0:11:06.236 professors just spoke so 0:11:06.277 --> 0:11:07.577 well and his brother Basil. 0:11:08.298 --> 0:11:09.818 And in public relations, 0:11:09.879 --> 0:11:10.840 I think I've told this like 0:11:10.860 --> 0:11:11.720 a little anecdote before, 0:11:11.740 --> 0:11:12.400 but it's so good. 0:11:13.150 --> 0:11:13.932 he asked a room full of 0:11:14.072 --> 0:11:14.972 communication students to 0:11:15.133 --> 0:11:16.073 what's public relations. 0:11:16.254 --> 0:11:17.174 And a bunch of students, you know, 0:11:17.195 --> 0:11:17.715 we were all trying to 0:11:18.135 --> 0:11:19.636 impress the prof and it's 0:11:19.736 --> 0:11:21.317 spin and control the story. 0:11:21.357 --> 0:11:22.259 And he just sat there in his 0:11:22.318 --> 0:11:23.500 robe and shaking his head. 0:11:23.539 --> 0:11:24.000 And he said, no, 0:11:24.948 --> 0:11:26.070 public relations is building 0:11:26.110 --> 0:11:26.831 a relationship with the 0:11:26.870 --> 0:11:27.831 public the answers in the 0:11:27.870 --> 0:11:29.212 question right and I think 0:11:29.253 --> 0:11:30.533 personal branding is really 0:11:31.173 --> 0:11:33.155 you know well Nike its logo 0:11:33.416 --> 0:11:35.937 and its font and color and 0:11:35.957 --> 0:11:37.038 I think people like Chris 0:11:37.078 --> 0:11:37.919 Doe if you don't know who 0:11:37.960 --> 0:11:39.341 that is look him up he 0:11:39.360 --> 0:11:40.542 would say that's not it 0:11:40.601 --> 0:11:42.182 he's like I see that's what 0:11:42.202 --> 0:11:43.823 you see but um 0:11:44.793 --> 0:11:45.673 I don't even know whose 0:11:45.693 --> 0:11:46.754 definition I like the best 0:11:46.793 --> 0:11:47.355 as much as it's, 0:11:47.835 --> 0:11:48.835 what do people say about 0:11:48.855 --> 0:11:50.416 you when you're collateral, 0:11:50.556 --> 0:11:51.897 when you're not around, 0:11:51.937 --> 0:11:53.077 when your stuff's not around? 0:11:53.097 --> 0:11:55.119 I like to say it to people. 0:11:55.158 --> 0:11:55.458 I say, 0:11:56.519 --> 0:11:57.980 what does your organization smell like? 0:11:58.441 --> 0:11:59.782 And they're like, that's a weird question. 0:12:00.282 --> 0:12:00.842 Yeah, it is. 0:12:01.182 --> 0:12:02.104 But it makes you think. 0:12:02.524 --> 0:12:03.046 Because if I say, 0:12:03.066 --> 0:12:04.246 what does your organization look like? 0:12:04.267 --> 0:12:04.547 You're like, 0:12:04.847 --> 0:12:06.570 here's my logo and here's my font. 0:12:07.029 --> 0:12:07.870 What does it sound like? 0:12:07.892 --> 0:12:08.993 Well, here's my tagline. 0:12:09.013 --> 0:12:09.774 Here's my mantra. 0:12:09.793 --> 0:12:10.934 I was like, no, what is your organization? 0:12:10.955 --> 0:12:11.596 What do you smell like? 0:12:11.615 --> 0:12:12.177 What do you taste like? 0:12:12.537 --> 0:12:13.378 I like asking those two 0:12:13.437 --> 0:12:14.600 things because most of the 0:12:14.620 --> 0:12:15.721 time I'm not dealing with restaurants. 0:12:16.381 --> 0:12:16.903 So it is like, 0:12:16.942 --> 0:12:18.124 what do people say about you? 0:12:19.110 --> 0:12:20.671 That's second and third level. 0:12:21.110 --> 0:12:22.432 And that by the second and third level, 0:12:22.852 --> 0:12:24.153 somebody gave this great analogy. 0:12:24.214 --> 0:12:25.573 It's like once people start 0:12:25.614 --> 0:12:26.294 talking about you, 0:12:26.335 --> 0:12:27.095 it's like a running back. 0:12:27.196 --> 0:12:28.535 Once you get past the 0:12:28.657 --> 0:12:29.856 offensive defensive line 0:12:29.897 --> 0:12:31.018 and you're into the running backs, 0:12:31.498 --> 0:12:33.159 when people are talking about you, 0:12:34.139 --> 0:12:34.821 that's free money. 0:12:35.500 --> 0:12:36.501 That's because they're now 0:12:36.782 --> 0:12:37.663 they're projecting. 0:12:37.863 --> 0:12:39.004 They're telling people, oh, 0:12:39.024 --> 0:12:39.764 you got to hear this thing. 0:12:39.783 --> 0:12:40.644 You got to go to this guy. 0:12:40.664 --> 0:12:41.985 You go to this booth or 0:12:42.005 --> 0:12:43.125 given away Taylor Swift tickets. 0:12:43.567 --> 0:12:44.868 That is when people when you 0:12:44.908 --> 0:12:45.868 become and I know, Tony, 0:12:45.888 --> 0:12:47.009 you like this one when you 0:12:47.048 --> 0:12:48.169 become remarkable. 0:12:48.856 --> 0:12:49.076 Yeah. 0:12:49.398 --> 0:12:50.437 Worth remarking about. 0:12:50.859 --> 0:12:52.139 I learned this word twice. 0:12:52.679 --> 0:12:53.821 Once when I started using it 0:12:53.860 --> 0:12:54.522 and kind of knew what it 0:12:54.562 --> 0:12:56.384 was when I was 12 or 15. 0:12:56.384 --> 0:12:57.344 And then the second one, 0:12:57.364 --> 0:13:00.407 I think it was Seth Godin who said, 0:13:00.907 --> 0:13:02.828 you're worthy of making a remark about. 0:13:02.849 --> 0:13:04.009 You did something that 0:13:04.070 --> 0:13:04.990 someone else was willing to 0:13:05.350 --> 0:13:07.832 Put your idea or words in 0:13:07.893 --> 0:13:09.092 their mouth and say it. 0:13:09.494 --> 0:13:11.195 And if that's not validation, 0:13:11.274 --> 0:13:12.154 I don't know what is. 0:13:12.394 --> 0:13:14.437 I'm willing to vouch for 0:13:14.456 --> 0:13:15.596 this person and say that 0:13:15.636 --> 0:13:17.118 their idea and share their idea. 0:13:17.457 --> 0:13:18.538 So I think personal brand is 0:13:18.958 --> 0:13:19.960 all the things that you do 0:13:20.539 --> 0:13:22.280 that lead up to that. 0:13:22.380 --> 0:13:23.101 Those are the things. 0:13:23.442 --> 0:13:24.241 So the last thing I'll say, 0:13:24.282 --> 0:13:25.023 because I could talk a lot, 0:13:25.043 --> 0:13:26.663 is you are either doing 0:13:26.724 --> 0:13:30.066 branding well or you are doing it poorly. 0:13:30.868 --> 0:13:31.288 This is, 0:13:31.368 --> 0:13:32.128 your muscle is either 0:13:32.168 --> 0:13:33.328 strengthening or atrophying. 0:13:33.369 --> 0:13:34.089 You are doing public 0:13:34.109 --> 0:13:35.230 relations well or poorly. 0:13:35.450 --> 0:13:36.490 It's always going on. 0:13:36.850 --> 0:13:38.610 Like, we don't do PR here. 0:13:38.711 --> 0:13:39.150 Yes, you do. 0:13:40.071 --> 0:13:41.192 How you interact, how you, 0:13:41.231 --> 0:13:41.912 Jerry Durham would say, 0:13:41.932 --> 0:13:43.192 how you answer the phones, 0:13:43.371 --> 0:13:45.092 what it smells like when I walk in. 0:13:45.113 --> 0:13:46.352 Does it seem like chaos? 0:13:46.874 --> 0:13:48.653 That's branding, that's public relations. 0:13:48.673 --> 0:13:49.735 That's part of the relation. 0:13:49.794 --> 0:13:51.215 How do you make me feel? 0:13:51.455 --> 0:13:53.635 What do I feel like when I 0:13:54.716 --> 0:13:55.876 walk in your clinic, right? 0:13:56.037 --> 0:13:56.856 A bunch of clinic owners, 0:13:56.876 --> 0:13:57.736 you're gonna go out and buy 0:13:57.756 --> 0:13:59.337 a bunch of air fresheners. 0:13:59.738 --> 0:14:00.317 What does my clinic do? 0:14:00.378 --> 0:14:01.918 Start baking cookies in the clinic. 0:14:02.078 --> 0:14:04.059 You can get an automatic 0:14:04.460 --> 0:14:06.019 oven and buy those frozen 0:14:06.059 --> 0:14:07.120 cookies and start baking 0:14:07.160 --> 0:14:08.000 cookies in the clinic. 0:14:08.020 --> 0:14:09.501 Yeah, absolutely. 0:14:09.522 --> 0:14:10.981 So I would say that's – I 0:14:11.201 --> 0:14:12.102 like to start with the 0:14:12.123 --> 0:14:13.562 definition of what is it 0:14:13.582 --> 0:14:14.964 because it is – sometimes 0:14:15.004 --> 0:14:16.083 it's this amorphous thing 0:14:16.104 --> 0:14:16.884 and people like to think 0:14:16.923 --> 0:14:17.904 it's a logo I've got to 0:14:18.105 --> 0:14:19.085 spend 10 grand on. 0:14:19.565 --> 0:14:19.985 It's not. 0:14:20.885 --> 0:14:21.086 Dave, 0:14:21.105 --> 0:14:22.886 what do you guys do for personal brand, 0:14:22.927 --> 0:14:23.907 for business brand? 0:14:25.458 --> 0:14:27.000 um not much on the patient 0:14:27.120 --> 0:14:29.121 facing side actually um we 0:14:29.302 --> 0:14:29.721 you know I have an 0:14:29.761 --> 0:14:31.102 instagram handle and we I 0:14:31.123 --> 0:14:31.903 just never we haven't 0:14:31.923 --> 0:14:32.604 posted anything but 0:14:32.663 --> 0:14:33.524 eventually we need to do 0:14:33.565 --> 0:14:34.605 videos and pictures and all 0:14:34.644 --> 0:14:35.905 that we got I have a bunch 0:14:35.946 --> 0:14:37.126 of like selfies with 0:14:37.407 --> 0:14:38.508 previous patients or 0:14:38.967 --> 0:14:39.928 current therapists with 0:14:40.028 --> 0:14:40.749 current patients and 0:14:40.769 --> 0:14:41.730 clients that agree to you 0:14:41.750 --> 0:14:43.370 know selfie pictures and we 0:14:43.390 --> 0:14:44.312 got to get them on video 0:14:44.331 --> 0:14:46.472 and all that um I thought 0:14:46.493 --> 0:14:47.094 when we were talking about 0:14:47.114 --> 0:14:47.913 personal branding I thought 0:14:47.933 --> 0:14:48.615 we were saying for the 0:14:48.654 --> 0:14:49.634 audience like if they're 0:14:49.674 --> 0:14:50.635 either a practice owner 0:14:51.115 --> 0:14:52.677 or if they are like a staff PT. 0:14:52.736 --> 0:14:54.378 Now on the staff PT side, let's say, 0:14:54.398 --> 0:14:55.077 cause that'll probably 0:14:55.138 --> 0:14:57.318 reach more folks potentially. 0:14:57.339 --> 0:14:59.419 So I would love personally, 0:14:59.500 --> 0:15:00.440 and here's what's in it for me. 0:15:00.500 --> 0:15:01.600 I would love in general, 0:15:01.961 --> 0:15:02.981 if there were staff 0:15:03.001 --> 0:15:03.682 physical therapists that 0:15:03.721 --> 0:15:04.442 were coming to me, 0:15:05.062 --> 0:15:06.082 looking to potentially work 0:15:06.123 --> 0:15:08.384 with me and say, Hey, 0:15:08.403 --> 0:15:09.244 I have this personal brand. 0:15:09.264 --> 0:15:10.245 I have this following, whatever. 0:15:10.684 --> 0:15:11.686 And then they can leverage 0:15:11.725 --> 0:15:14.307 that to get higher rates or 0:15:14.326 --> 0:15:15.307 higher salary or higher 0:15:15.346 --> 0:15:16.327 compensation from me, 0:15:16.408 --> 0:15:16.988 especially if they're 0:15:17.067 --> 0:15:18.149 bringing some patients or 0:15:18.188 --> 0:15:19.009 if they're bringing some 0:15:19.369 --> 0:15:20.230 you know some leads and 0:15:20.269 --> 0:15:22.371 patients uh to us where we 0:15:22.432 --> 0:15:24.413 have to do less work and we 0:15:24.432 --> 0:15:25.073 don't have a customer 0:15:25.094 --> 0:15:26.274 acquisition cost for that 0:15:26.995 --> 0:15:27.995 they can certainly leverage 0:15:28.015 --> 0:15:29.336 that now if you're a practice owner um 0:15:31.547 --> 0:15:33.128 The more video you put out, the better. 0:15:33.168 --> 0:15:34.347 I just tweeted yesterday. 0:15:34.368 --> 0:15:35.729 I tagged Jimmy on Twitter 0:15:36.428 --> 0:15:38.269 and I heard a quote. 0:15:38.289 --> 0:15:39.551 It was like all marketing is 0:15:39.591 --> 0:15:41.110 content and all content is marketing. 0:15:41.171 --> 0:15:43.572 And so practice out there 0:15:43.631 --> 0:15:44.653 like we're doing this and 0:15:44.692 --> 0:15:45.952 we all have fun doing this. 0:15:45.993 --> 0:15:48.294 And then we also, you know, 0:15:48.514 --> 0:15:50.174 randomly benefit downstream 0:15:50.315 --> 0:15:51.176 from this type of stuff. 0:15:51.836 --> 0:15:52.756 We don't even know all the 0:15:52.797 --> 0:15:53.697 time what it's going to be. 0:15:53.996 --> 0:15:55.118 But if you're putting stuff out there, 0:15:55.197 --> 0:15:55.918 you will benefit. 0:15:55.998 --> 0:15:57.158 So if you're a practice owner, 0:15:57.558 --> 0:15:58.700 you'll get opportunities. 0:15:58.759 --> 0:16:00.019 You'll get people reaching 0:16:00.039 --> 0:16:00.860 out to you that want to 0:16:00.980 --> 0:16:01.740 collaborate with you. 0:16:01.780 --> 0:16:02.961 You'll get patients reaching out. 0:16:02.981 --> 0:16:04.143 You'll get therapists reaching out. 0:16:04.562 --> 0:16:05.623 So in terms of personal brand, 0:16:05.663 --> 0:16:07.043 it's just like, I don't know, 0:16:07.144 --> 0:16:08.325 it's just it's like a long 0:16:08.644 --> 0:16:09.284 it's a long game. 0:16:09.304 --> 0:16:10.505 You got to just plant some seeds. 0:16:10.706 --> 0:16:12.246 And I think starting with video, 0:16:12.287 --> 0:16:13.528 talking to the camera is a 0:16:13.587 --> 0:16:14.248 great place to start. 0:16:15.068 --> 0:16:16.051 I think what's interesting 0:16:16.230 --> 0:16:19.274 is if we go back 20 years, 25 years, 0:16:19.634 --> 0:16:21.317 I'm in it, I think, 0:16:21.357 --> 0:16:22.639 deeper than any of you guys. 0:16:23.780 --> 0:16:25.844 I can remember talking to 0:16:26.504 --> 0:16:27.605 practice owners back then 0:16:27.625 --> 0:16:29.168 before I was a practice owner. 0:16:29.989 --> 0:16:31.409 And the biggest fear they 0:16:31.470 --> 0:16:33.951 had was they would hire a therapist. 0:16:33.990 --> 0:16:35.032 The therapist would build 0:16:35.072 --> 0:16:37.452 relationships with referring physicians. 0:16:37.952 --> 0:16:38.813 And then that therapist 0:16:38.854 --> 0:16:40.433 would leave and take those 0:16:40.514 --> 0:16:41.794 referral sources with them. 0:16:42.215 --> 0:16:42.995 And that was a fear. 0:16:43.176 --> 0:16:44.736 That was something to be avoided. 0:16:45.057 --> 0:16:46.697 And that was something that 0:16:46.758 --> 0:16:47.577 they worked against. 0:16:47.618 --> 0:16:48.038 And of course, 0:16:48.097 --> 0:16:49.198 we all know there are still 0:16:49.278 --> 0:16:50.399 practices that have 0:16:50.860 --> 0:16:53.000 non-compete clauses and all 0:16:53.041 --> 0:16:54.201 sorts of ridiculous stuff. 0:16:54.841 --> 0:16:56.043 But if you embrace it, 0:16:56.903 --> 0:16:58.023 both as the employee, 0:16:58.062 --> 0:16:59.443 but then also as the employer. 0:17:00.083 --> 0:17:01.585 I've shared this analogy before, 0:17:01.625 --> 0:17:02.884 like we're here in Cincinnati, 0:17:02.904 --> 0:17:04.266 we've got the Reds, the Reds, 0:17:04.445 --> 0:17:05.625 and I'm not a sports guy, 0:17:05.665 --> 0:17:06.445 but I know enough. 0:17:07.067 --> 0:17:08.047 The Reds were, 0:17:08.227 --> 0:17:11.708 they paid Joey Votto $40 million, right? 0:17:11.768 --> 0:17:14.449 Like how does one athlete on 0:17:14.489 --> 0:17:17.049 a team make that much more 0:17:17.470 --> 0:17:18.451 compared to the guys that 0:17:18.490 --> 0:17:19.671 are on the practice squad? 0:17:19.711 --> 0:17:21.451 You know, they're barely surviving. 0:17:21.971 --> 0:17:25.074 So the idea is if I was a W2 0:17:25.153 --> 0:17:27.295 employee today, I see them. 0:17:27.474 --> 0:17:29.016 I see them on Instagram and 0:17:29.056 --> 0:17:30.757 I see them on different outlets. 0:17:31.457 --> 0:17:33.258 I would be building my personal brand. 0:17:33.678 --> 0:17:35.519 I would leverage that personal brand. 0:17:36.039 --> 0:17:37.839 I would be a business within 0:17:37.880 --> 0:17:40.261 a business so that either I 0:17:40.741 --> 0:17:41.923 can deliver value to my 0:17:41.982 --> 0:17:43.482 current employer and we can 0:17:43.542 --> 0:17:45.284 talk about that value and 0:17:45.344 --> 0:17:46.565 how we can negotiate that 0:17:46.644 --> 0:17:48.445 beyond just a 3% annual 0:17:48.486 --> 0:17:49.527 cost of living raise or 0:17:50.567 --> 0:17:51.586 or that's something that I 0:17:51.606 --> 0:17:52.907 could take to the next employer. 0:17:53.907 --> 0:17:55.608 And if I'm a professional, 0:17:56.088 --> 0:17:57.108 that's coming with me, 0:17:57.669 --> 0:17:59.410 but I can't do it by myself. 0:17:59.490 --> 0:17:59.630 Now, 0:17:59.690 --> 0:18:01.569 what's interesting is even outside of 0:18:01.631 --> 0:18:02.371 this profession, 0:18:03.230 --> 0:18:04.790 I've been talking a lot to 0:18:05.051 --> 0:18:06.951 the founder of My Body Tutor. 0:18:07.251 --> 0:18:08.452 It's an amazing program. 0:18:08.472 --> 0:18:09.553 He gets mentioned on social 0:18:09.573 --> 0:18:10.512 media all the time. 0:18:11.874 --> 0:18:12.314 And I said, 0:18:12.953 --> 0:18:15.674 you have a team of 70 health coaches. 0:18:16.738 --> 0:18:18.779 Who in that team has their 0:18:18.839 --> 0:18:19.779 own personal brand? 0:18:19.799 --> 0:18:21.642 Who in that team is putting out content? 0:18:21.682 --> 0:18:21.821 Like, 0:18:21.882 --> 0:18:23.844 why haven't I seen these coaches 0:18:24.523 --> 0:18:25.525 sharing information? 0:18:25.565 --> 0:18:26.066 It's like, well, 0:18:26.086 --> 0:18:27.046 that's one of the appeal 0:18:27.086 --> 0:18:28.146 for them is they can come 0:18:28.186 --> 0:18:29.627 work for my body tutor and 0:18:29.647 --> 0:18:30.769 they don't have to put out 0:18:30.828 --> 0:18:32.049 their own social media. 0:18:32.651 --> 0:18:33.411 I was shocked. 0:18:33.711 --> 0:18:34.112 I swear, 0:18:34.152 --> 0:18:35.553 I was completely shocked because 0:18:35.593 --> 0:18:36.854 when I look at fitness 0:18:36.913 --> 0:18:38.836 influencers with millions 0:18:38.895 --> 0:18:41.317 and millions of subscribers, I'm like, 0:18:41.617 --> 0:18:43.720 how can somebody not want 0:18:43.779 --> 0:18:45.221 to build that personal brand? 0:18:45.935 --> 0:18:48.977 A lot of the Peloton instructors do have. 0:18:50.717 --> 0:18:50.916 Right. 0:18:51.297 --> 0:18:52.176 I ride Peloton, 0:18:52.196 --> 0:18:53.218 but I ride with these two 0:18:53.258 --> 0:18:54.057 or three instructors. 0:18:54.117 --> 0:18:54.397 Why? 0:18:55.097 --> 0:18:56.877 Cause I test, I, you know, I ride, 0:18:56.958 --> 0:18:57.959 I rode with a bunch of them 0:18:58.078 --> 0:18:59.959 and not that I disliked other was ones, 0:19:00.019 --> 0:19:00.858 but I'm like, okay, 0:19:00.979 --> 0:19:02.000 I'm more of an endurance guy. 0:19:02.039 --> 0:19:03.599 So I like the, the power zone. 0:19:03.640 --> 0:19:03.759 Yeah. 0:19:04.579 --> 0:19:05.740 And I like this guy's flow. 0:19:06.299 --> 0:19:06.500 Right. 0:19:06.641 --> 0:19:08.340 I mean, that's what it, that's what it is. 0:19:09.060 --> 0:19:09.980 That surprises me. 0:19:10.421 --> 0:19:12.382 Is that piece of information, Tony? 0:19:12.422 --> 0:19:12.821 Yeah. 0:19:13.988 --> 0:19:14.607 Where they're like, 0:19:15.048 --> 0:19:16.949 they're willing to ride on that logo. 0:19:16.969 --> 0:19:18.528 They're willing to be a cog 0:19:18.548 --> 0:19:20.529 in the machine versus, but I mean, 0:19:20.569 --> 0:19:21.589 that's pendulums, right? 0:19:21.650 --> 0:19:21.911 I mean, 0:19:23.070 --> 0:19:24.151 I was looking the other day and I'm like, 0:19:24.230 --> 0:19:24.490 wow, 0:19:24.550 --> 0:19:26.731 more people are going to have a 0:19:27.352 --> 0:19:28.593 following of 10,000 0:19:28.593 --> 0:19:29.732 something on a platform is 0:19:29.792 --> 0:19:30.692 not going to be a shock in 0:19:30.692 --> 0:19:32.693 20 years because we're all 0:19:32.733 --> 0:19:33.594 following and following and 0:19:33.634 --> 0:19:34.213 following and following. 0:19:34.233 --> 0:19:34.974 My question is going to be 0:19:35.015 --> 0:19:35.934 eventually who's leading. 0:19:37.688 --> 0:19:38.450 We're all just following 0:19:38.470 --> 0:19:39.411 each other in a circle? 0:19:39.632 --> 0:19:40.994 What are we teaching each other? 0:19:41.015 --> 0:19:42.417 We're just photocopying a photocopy, 0:19:42.438 --> 0:19:43.420 a photocopy, a photocopy? 0:19:43.961 --> 0:19:45.984 What does the pendulum swing back, 0:19:46.025 --> 0:19:47.287 I wonder, look like in 10 years? 0:19:48.003 --> 0:19:48.503 So, you know, 0:19:48.544 --> 0:19:52.625 with 317,000 licensed PTs in the country, 0:19:53.045 --> 0:19:53.766 again, I mean, 0:19:53.806 --> 0:19:56.306 we see PTs with a million followers. 0:19:56.326 --> 0:19:56.645 Yes. 0:19:57.047 --> 0:19:58.686 They're such a tiny fraction 0:19:58.707 --> 0:19:59.527 of the population. 0:19:59.727 --> 0:20:00.247 Correct. 0:20:00.267 --> 0:20:01.548 But we're here. 0:20:01.827 --> 0:20:02.768 We love to deliver 0:20:02.948 --> 0:20:04.949 actionable items to whoever's listening. 0:20:05.388 --> 0:20:06.949 So let's talk about how we 0:20:06.989 --> 0:20:08.569 do manage our personal brands. 0:20:08.829 --> 0:20:08.990 Yeah. 0:20:09.150 --> 0:20:09.529 You know, 0:20:09.569 --> 0:20:11.951 like we're all I know we're on LinkedIn. 0:20:12.111 --> 0:20:13.590 I know we're on YouTube. 0:20:13.671 --> 0:20:14.971 I know we're on other platforms. 0:20:15.031 --> 0:20:17.432 So, Jimmy, what are your main platforms? 0:20:17.531 --> 0:20:19.452 How do you distribute your content? 0:20:20.012 --> 0:20:21.693 Give two or three actionable 0:20:21.773 --> 0:20:22.973 tips to anybody listening. 0:20:23.273 --> 0:20:23.374 OK, 0:20:23.394 --> 0:20:24.374 so I'll give you that and then I'll 0:20:24.394 --> 0:20:25.535 give you an example of how it worked. 0:20:25.595 --> 0:20:26.315 And it shocked me. 0:20:27.234 --> 0:20:29.536 So I'm on essentially Twitter, Instagram, 0:20:29.576 --> 0:20:33.376 Facebook and Instagram, Twitter, Facebook, 0:20:33.416 --> 0:20:33.717 LinkedIn. 0:20:34.737 --> 0:20:35.837 Why am I on those platforms? 0:20:36.317 --> 0:20:37.038 Because I like LinkedIn. 0:20:38.125 --> 0:20:39.105 interacting in those platforms. 0:20:39.526 --> 0:20:40.685 People are like, you should be on TikTok. 0:20:40.746 --> 0:20:41.586 And maybe I will get there. 0:20:41.705 --> 0:20:42.165 Maybe I should be on 0:20:42.185 --> 0:20:42.987 Pinterest because Tony's 0:20:43.027 --> 0:20:43.707 going on Pinterest now. 0:20:44.126 --> 0:20:44.967 And maybe I will be there. 0:20:45.346 --> 0:20:45.887 But right now, 0:20:45.928 --> 0:20:48.647 I like playing where I'm already talking. 0:20:48.827 --> 0:20:50.528 I feel like I don't mind. 0:20:50.808 --> 0:20:51.848 I like Twitter a lot more. 0:20:52.169 --> 0:20:53.049 And wouldn't you know it, Tony, 0:20:53.230 --> 0:20:54.210 I have a larger follower on Twitter. 0:20:54.329 --> 0:20:54.529 Why? 0:20:54.549 --> 0:20:55.550 Because I play there more. 0:20:56.050 --> 0:20:57.050 Grass grows where you water it. 0:20:57.490 --> 0:20:59.231 I like the speed and the 0:20:59.352 --> 0:21:01.211 interaction and the voyeuristic. 0:21:01.251 --> 0:21:02.373 I can watch a conversation 0:21:02.393 --> 0:21:03.413 without having to be involved. 0:21:03.972 --> 0:21:05.273 That's harder on other platforms. 0:21:05.513 --> 0:21:06.493 I don't mind Instagram. 0:21:07.789 --> 0:21:08.931 Because I'm not really a picture guy, 0:21:08.951 --> 0:21:10.792 but when Instagram went into video, 0:21:10.873 --> 0:21:12.535 I got more interested when 0:21:12.555 --> 0:21:13.455 it really embraced video. 0:21:13.896 --> 0:21:14.336 Facebook, 0:21:14.637 --> 0:21:16.619 because I went there for MySpace. 0:21:16.740 --> 0:21:18.281 So that's the old school. 0:21:18.301 --> 0:21:19.502 And that's where I see family, 0:21:19.522 --> 0:21:21.605 and then I bump into everybody else. 0:21:21.625 --> 0:21:22.226 So I don't mind that. 0:21:22.326 --> 0:21:23.247 And I do like Facebook 0:21:23.326 --> 0:21:25.028 groups because that feels 0:21:25.068 --> 0:21:26.411 more like Twitter in this 0:21:26.590 --> 0:21:27.932 interaction banter thing 0:21:28.093 --> 0:21:29.114 about people combined. 0:21:29.614 --> 0:21:30.875 with uh with different likes 0:21:30.955 --> 0:21:32.718 and then linkedin is just a 0:21:32.778 --> 0:21:33.858 brilliant idea it's 0:21:33.939 --> 0:21:35.280 facebook for resume I don't 0:21:35.361 --> 0:21:36.261 love a lot of the content 0:21:36.281 --> 0:21:37.163 on there I feel like I need 0:21:37.202 --> 0:21:39.665 to like water down stuff so 0:21:39.685 --> 0:21:40.227 I don't feel like I have 0:21:40.267 --> 0:21:41.367 pop I write more articles 0:21:41.428 --> 0:21:42.429 there and then just drop a 0:21:42.449 --> 0:21:43.750 video and leave but 0:21:44.505 --> 0:21:45.346 Here's my anecdote, 0:21:45.465 --> 0:21:46.507 and then I'll show you how 0:21:46.547 --> 0:21:47.647 I approach creating content. 0:21:48.308 --> 0:21:51.672 I'm working with ATI Physical Therapy. 0:21:51.711 --> 0:21:52.853 They're a sponsor of the podcast, 0:21:53.413 --> 0:21:54.734 and I will be broadcasting. 0:21:54.795 --> 0:21:56.817 I'll be recording episodes at their booth. 0:21:57.376 --> 0:21:59.679 This is a paid project that I got, 0:22:00.480 --> 0:22:01.361 and I pitched it. 0:22:02.627 --> 0:22:04.049 I just sort of – I knew a 0:22:04.089 --> 0:22:05.151 couple people there and pitched it, 0:22:05.230 --> 0:22:05.872 pitched an idea. 0:22:06.051 --> 0:22:07.012 They weren't asking. 0:22:07.032 --> 0:22:08.273 There was no job application 0:22:08.294 --> 0:22:09.695 out there for a podcaster 0:22:09.715 --> 0:22:10.957 to come to our booth and do stuff. 0:22:11.458 --> 0:22:12.940 And I finally got to a 0:22:13.000 --> 0:22:14.221 person at this organization, 0:22:14.942 --> 0:22:18.865 and this person said, I like – 0:22:18.865 --> 0:22:19.366 So obviously, 0:22:19.386 --> 0:22:20.007 if you were the marketing 0:22:20.047 --> 0:22:21.488 person at an organization like this, 0:22:21.528 --> 0:22:22.269 you'd look into who the 0:22:22.308 --> 0:22:23.509 hell this Yahoo is pitching 0:22:23.549 --> 0:22:25.271 that he wants to podcast reboot. 0:22:26.593 --> 0:22:28.634 He mentioned specifics about 0:22:28.674 --> 0:22:29.394 the show that I do. 0:22:29.715 --> 0:22:31.116 I like how you bring in psychology. 0:22:31.136 --> 0:22:32.317 I like how you do that a lot. 0:22:32.758 --> 0:22:33.798 He could not pick that up 0:22:34.480 --> 0:22:35.560 from listening to the first 0:22:35.560 --> 0:22:36.682 15 minutes of an episode, 0:22:36.721 --> 0:22:37.583 like a couple of episodes. 0:22:38.063 --> 0:22:39.984 He has seen enough because I 0:22:40.005 --> 0:22:40.684 produce a lot. 0:22:41.326 --> 0:22:43.807 So now here's the actionable results, 0:22:43.847 --> 0:22:45.308 which is I hang out where I like. 0:22:46.049 --> 0:22:47.431 So I watch what other people are doing, 0:22:47.631 --> 0:22:48.691 and then I figure out what 0:22:48.730 --> 0:22:49.852 is Jimmy's version of this. 0:22:50.051 --> 0:22:51.291 I don't need to reinvent the wheel, 0:22:51.612 --> 0:22:52.613 but I am, right? 0:22:53.053 --> 0:22:54.973 So I like to create content 0:22:55.034 --> 0:22:58.115 on what content I like to consume. 0:22:58.255 --> 0:23:00.095 I don't like to do videos of exercises. 0:23:00.836 --> 0:23:02.375 Humor videos, love consuming them. 0:23:02.496 --> 0:23:03.757 I consider myself a humorous guy. 0:23:03.997 --> 0:23:04.717 Too much work for me. 0:23:04.836 --> 0:23:06.258 I better just turn on a microphone. 0:23:06.837 --> 0:23:09.018 and talk or a witty comment 0:23:09.159 --> 0:23:11.259 and go so figure out what's 0:23:11.338 --> 0:23:12.699 right for you because what 0:23:13.058 --> 0:23:14.138 what exercise is the right 0:23:14.219 --> 0:23:15.160 exercise to do for back 0:23:15.180 --> 0:23:16.019 pain the one you're going 0:23:16.039 --> 0:23:17.380 to do right let's say 0:23:17.500 --> 0:23:18.400 figure out what you like 0:23:18.599 --> 0:23:19.701 there are enough free tools 0:23:19.721 --> 0:23:20.461 that we've talked about on 0:23:20.480 --> 0:23:20.901 this show and we'll 0:23:20.921 --> 0:23:22.020 continue to talk about cap 0:23:22.080 --> 0:23:24.121 cut cap bill canvas low 0:23:24.161 --> 0:23:25.981 cost no cost figure out 0:23:26.001 --> 0:23:28.082 what you like to do put it 0:23:28.142 --> 0:23:29.122 out there see what works 0:23:29.162 --> 0:23:30.563 and what you like again you 0:23:30.603 --> 0:23:32.143 have to sort of be motivated there too 0:23:33.007 --> 0:23:34.406 And the content you put out 0:23:34.426 --> 0:23:35.147 there that's crap, 0:23:35.728 --> 0:23:36.627 no one's going to notice. 0:23:36.647 --> 0:23:37.327 They're just not. 0:23:37.428 --> 0:23:38.669 It's in a sea of stuff. 0:23:38.848 --> 0:23:39.469 Get over that. 0:23:39.548 --> 0:23:40.848 Or maybe don't get over it. 0:23:40.888 --> 0:23:41.529 Get past it. 0:23:41.650 --> 0:23:42.269 That's better. 0:23:42.309 --> 0:23:43.009 Just put it out there. 0:23:43.069 --> 0:23:43.430 It sucks. 0:23:43.450 --> 0:23:43.809 I don't know. 0:23:43.829 --> 0:23:44.289 Delete it in a week. 0:23:45.451 --> 0:23:45.971 So do that. 0:23:46.171 --> 0:23:47.191 And that's your brand. 0:23:48.571 --> 0:23:49.011 That's it. 0:23:49.152 --> 0:23:50.672 It is that thing that 0:23:50.711 --> 0:23:51.632 cowboys used to have. 0:23:51.692 --> 0:23:54.573 The thing they used to brand a cow with. 0:23:54.593 --> 0:23:56.314 There's the logo of the Yellowstone Ranch. 0:23:56.814 --> 0:23:57.913 I like to say branding is 0:23:58.334 --> 0:23:59.875 what are you doing with your hand 0:24:00.781 --> 0:24:02.003 to heat that brand up. 0:24:02.104 --> 0:24:04.428 The more you do, the hotter that brand is. 0:24:04.448 --> 0:24:05.368 So when you touch something, 0:24:05.429 --> 0:24:06.089 it leaves a mark. 0:24:06.290 --> 0:24:07.952 So that's how I look at branding. 0:24:08.713 --> 0:24:10.998 Vigorous, vigorous, vigorous. 0:24:11.919 --> 0:24:12.820 What about you, Dave? 0:24:13.612 --> 0:24:16.015 So I'm on Facebook, Instagram, LinkedIn. 0:24:17.096 --> 0:24:18.517 I am posting videos over to 0:24:18.557 --> 0:24:19.317 TikTok as well. 0:24:19.417 --> 0:24:20.559 I have TikTok. 0:24:21.421 --> 0:24:23.682 So Facebook, Instagram, LinkedIn, 0:24:24.804 --> 0:24:25.724 and Twitter. 0:24:26.605 --> 0:24:27.626 So here's a thing. 0:24:28.669 --> 0:24:29.569 Twitter, I'm sorry. 0:24:29.809 --> 0:24:30.931 Facebook is who you know. 0:24:32.011 --> 0:24:33.253 Twitter is who you want to know. 0:24:33.273 --> 0:24:34.836 So Facebook and Instagram 0:24:34.935 --> 0:24:35.777 are who you know. 0:24:36.458 --> 0:24:38.460 LinkedIn is who you want to know. 0:24:38.861 --> 0:24:42.265 So I will put a lot of 0:24:42.305 --> 0:24:44.748 content across all the platforms. 0:24:45.409 --> 0:24:45.749 LinkedIn, 0:24:45.788 --> 0:24:46.549 I'll be a little bit more 0:24:46.609 --> 0:24:48.291 professional on my Facebook 0:24:48.311 --> 0:24:49.153 and Instagram stories. 0:24:49.212 --> 0:24:51.096 I'll say the word aunt. 0:24:51.756 --> 0:24:52.936 Or, or instead of isn't, 0:24:53.017 --> 0:24:54.298 or I'll say like my homies 0:24:54.317 --> 0:24:55.637 hanging out with Tony and, you know, 0:24:55.897 --> 0:24:57.298 and Jimmy, like my homies, my buddies, 0:24:57.318 --> 0:24:57.578 whatever. 0:24:57.880 --> 0:24:58.720 But on LinkedIn, I'll, 0:24:58.819 --> 0:25:01.922 I'll be even maybe tighter a little more. 0:25:02.061 --> 0:25:03.823 Cause it's people that I'm connected with. 0:25:03.883 --> 0:25:04.803 Like, I don't know. 0:25:04.923 --> 0:25:05.183 I don't know. 0:25:05.243 --> 0:25:06.403 Like people that could be on 0:25:06.423 --> 0:25:07.204 my show in the future. 0:25:07.265 --> 0:25:08.685 I don't want to rub someone the wrong way. 0:25:08.746 --> 0:25:09.566 Maybe they could be future 0:25:09.586 --> 0:25:10.987 investors who knows like whatever. 0:25:12.007 --> 0:25:13.868 But I will kind of cross 0:25:13.909 --> 0:25:14.929 pollinate the same type of 0:25:14.969 --> 0:25:15.950 content across the 0:25:17.090 --> 0:25:17.731 different platforms. 0:25:17.791 --> 0:25:20.154 I did hear a podcast episode, 0:25:20.275 --> 0:25:21.757 how like certain agencies 0:25:21.817 --> 0:25:23.439 will create new accounts. 0:25:23.479 --> 0:25:25.082 So for example, it'd be like, Dave, 0:25:25.102 --> 0:25:26.123 it would be like at Dave 0:25:26.143 --> 0:25:28.045 Kittle show clips at Dave 0:25:28.086 --> 0:25:28.886 Kittle show reels. 0:25:29.086 --> 0:25:29.887 Why is that? 0:25:30.689 --> 0:25:32.692 So they, go ahead, Tony, jump in. 0:25:33.125 --> 0:25:34.026 So yeah, 0:25:34.226 --> 0:25:35.266 I might've watched the same 0:25:35.465 --> 0:25:37.946 episode as you listening to a guy. 0:25:38.287 --> 0:25:40.487 What this one company was 0:25:40.527 --> 0:25:41.728 doing was they were 0:25:41.807 --> 0:25:43.688 creating these multiple channels. 0:25:44.327 --> 0:25:45.548 So like YouTube, 0:25:45.647 --> 0:25:46.807 you'd have the full length, 0:25:46.847 --> 0:25:47.588 you'd have the clips, 0:25:47.608 --> 0:25:48.469 you'd have the shorts, 0:25:48.548 --> 0:25:49.528 all different channels. 0:25:49.788 --> 0:25:51.949 It gave them a place to just 0:25:52.068 --> 0:25:53.569 push and push and push more 0:25:53.630 --> 0:25:55.470 and more content. 0:25:55.589 --> 0:25:57.769 Part of his guarantee was we 0:25:57.829 --> 0:25:59.191 guarantee we'll get you so 0:25:59.230 --> 0:26:01.671 many millions of views in so many days. 0:26:02.250 --> 0:26:04.451 Now I shared a post about this. 0:26:04.511 --> 0:26:06.011 They require you to have 0:26:06.432 --> 0:26:08.432 like a $2 million revenue business. 0:26:08.492 --> 0:26:08.853 Like you, 0:26:08.952 --> 0:26:10.432 you can't just be somebody 0:26:10.472 --> 0:26:11.453 starting from nothing. 0:26:11.473 --> 0:26:11.554 Yeah. 0:26:12.493 --> 0:26:14.354 But yeah, it was incredible. 0:26:14.413 --> 0:26:15.714 The system that they had 0:26:15.795 --> 0:26:17.634 laid out for you so that 0:26:17.694 --> 0:26:20.036 you can hear how they do this at scale. 0:26:20.435 --> 0:26:21.557 I got to listen to that one again. 0:26:21.676 --> 0:26:22.656 I saw the post. 0:26:22.896 --> 0:26:23.317 I'll share it. 0:26:23.377 --> 0:26:24.218 What do you think the cost 0:26:24.238 --> 0:26:25.219 of that would be Tony for that, 0:26:25.419 --> 0:26:25.959 that agency? 0:26:25.999 --> 0:26:27.420 I didn't look it up, but it's gotta be, 0:26:27.759 --> 0:26:29.027 you think it's like 10, 20, 0:26:29.027 --> 0:26:31.261 30 grand a month or like, Oh yeah, 0:26:31.281 --> 0:26:32.542 at least, at least. 0:26:33.143 --> 0:26:34.344 And I wouldn't be surprised 0:26:34.423 --> 0:26:35.484 if there was some sort of 0:26:35.605 --> 0:26:37.546 revenue share going on with it too. 0:26:37.685 --> 0:26:37.965 I mean, 0:26:37.986 --> 0:26:40.807 I know people that are doing 10,000 0:26:40.807 --> 0:26:42.489 a month for six pieces of content. 0:26:43.068 --> 0:26:43.989 These guys are doing 0:26:44.089 --> 0:26:45.851 hundreds of pieces of content a month. 0:26:46.330 --> 0:26:46.611 Yeah. 0:26:46.750 --> 0:26:48.271 It's gotta just be unreasonable. 0:26:49.192 --> 0:26:49.633 I've, uh, 0:26:51.836 --> 0:26:52.356 Who said that? 0:26:53.178 --> 0:26:53.857 Probably multiple people. 0:26:53.919 --> 0:26:55.019 Who said there's the same 0:26:55.038 --> 0:26:55.759 amount of problems in a 0:26:55.799 --> 0:26:56.559 million-dollar business 0:26:56.641 --> 0:26:57.401 than there is in a hundred 0:26:57.441 --> 0:26:58.061 thousand business? 0:26:58.142 --> 0:26:59.462 The problems are just different sizes. 0:26:59.663 --> 0:27:00.202 Someone said that. 0:27:00.222 --> 0:27:00.844 It doesn't really matter. 0:27:00.983 --> 0:27:02.105 It's probably said a hundred times. 0:27:02.825 --> 0:27:03.705 It's funny. 0:27:03.905 --> 0:27:06.086 I've needed to look at 0:27:06.127 --> 0:27:07.788 people in a Zoom call and say, 0:27:07.929 --> 0:27:08.449 I don't think we should 0:27:08.469 --> 0:27:09.230 work together because I 0:27:09.250 --> 0:27:11.131 don't think our values are aligned. 0:27:11.250 --> 0:27:13.073 But you're doing 10 things. 0:27:13.113 --> 0:27:14.334 Like 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 --> 0:27:17.395 It's like, well, 0:27:17.415 --> 0:27:18.277 then each piece of content 0:27:18.317 --> 0:27:18.897 is 1,000 bucks. 0:27:18.917 --> 0:27:19.939 How much are you getting per hour? 0:27:19.979 --> 0:27:22.020 It's like, again, Chris Doe would say, 0:27:22.582 --> 0:27:23.643 you're paying for the result. 0:27:24.743 --> 0:27:26.445 You had the last 10 years of 0:27:26.465 --> 0:27:27.547 your life to create a video. 0:27:27.567 --> 0:27:28.166 Why didn't you do it? 0:27:29.028 --> 0:27:30.189 Well, you didn't know what to do. 0:27:30.329 --> 0:27:31.270 You didn't know how to do it. 0:27:31.590 --> 0:27:32.531 You didn't know when to do it. 0:27:32.711 --> 0:27:33.692 So I know all those things. 0:27:33.913 --> 0:27:34.773 So I'll be rewarded for 0:27:34.794 --> 0:27:35.275 those things because 0:27:35.295 --> 0:27:36.134 they'll bring in results. 0:27:36.536 --> 0:27:37.096 But I like... 0:27:37.970 --> 0:27:38.671 I want to go around that 0:27:38.711 --> 0:27:40.132 concept again that you just mentioned, 0:27:40.172 --> 0:27:42.053 which is a lot of times 0:27:42.673 --> 0:27:43.914 starting from zero, 0:27:44.194 --> 0:27:45.155 starting with a brand that 0:27:45.195 --> 0:27:47.037 gives you their 100% of 0:27:47.156 --> 0:27:48.317 your marketing budget and 0:27:48.337 --> 0:27:50.680 their marketing budget is $5,000 a month. 0:27:50.700 --> 0:27:51.580 And you're like, here's the deal. 0:27:52.381 --> 0:27:53.241 I can't take that. 0:27:53.803 --> 0:27:55.104 I won't take that because I 0:27:56.124 --> 0:27:56.865 don't know if I'm going to 0:27:56.884 --> 0:27:57.766 get you the ROI. 0:27:59.405 --> 0:28:02.288 Because if I get 100% of 0:28:02.307 --> 0:28:04.368 your $5,000 a month budget 0:28:04.689 --> 0:28:05.648 and you're all in, 0:28:05.909 --> 0:28:07.470 you're going to need results tomorrow. 0:28:07.990 --> 0:28:08.990 And I'm telling you what we 0:28:09.010 --> 0:28:09.852 started talking about is 0:28:09.872 --> 0:28:11.251 this is relationship building. 0:28:12.093 --> 0:28:13.634 So this is where I get funny too. 0:28:13.653 --> 0:28:14.314 I'm going to do this in my 0:28:14.834 --> 0:28:15.835 presentation at CSM. 0:28:16.174 --> 0:28:17.055 If you want a relationship 0:28:17.095 --> 0:28:18.776 where you give the audience 0:28:19.076 --> 0:28:20.717 or your user money and they 0:28:20.737 --> 0:28:21.657 hang out with you as long 0:28:21.698 --> 0:28:22.518 as you're giving them money, 0:28:23.098 --> 0:28:23.818 that's a stripper. 0:28:25.417 --> 0:28:26.298 Stop doing the money. 0:28:26.798 --> 0:28:28.638 She goes away or he goes away. 0:28:29.038 --> 0:28:30.219 People did men and women's 0:28:30.259 --> 0:28:31.679 trip building a 0:28:31.699 --> 0:28:32.578 relationship that lasts 0:28:32.638 --> 0:28:33.740 longer where you can give 0:28:33.819 --> 0:28:34.839 something other than money 0:28:35.480 --> 0:28:36.960 or something of long term 0:28:37.019 --> 0:28:37.839 value takes time. 0:28:39.101 --> 0:28:40.361 I didn't do that to my best friend. 0:28:40.580 --> 0:28:40.820 Right. 0:28:40.901 --> 0:28:41.740 Maybe I started out by 0:28:41.780 --> 0:28:42.701 sharing my lunch with him 0:28:42.740 --> 0:28:44.281 or my my fruit by the foot 0:28:44.342 --> 0:28:45.061 in third grade. 0:28:45.082 --> 0:28:46.241 But then it was like, oh, you're cool. 0:28:46.261 --> 0:28:47.041 You like baseball, too. 0:28:47.061 --> 0:28:47.741 Let's go hang out. 0:28:48.162 --> 0:28:49.202 That's building a relationship. 0:28:49.502 --> 0:28:50.583 So organizations. 0:28:51.692 --> 0:28:53.354 Sometimes we'll just try to buy it quick. 0:28:53.433 --> 0:28:53.973 And I'm not saying these 0:28:53.993 --> 0:28:54.855 guys are trying to buy it quick, 0:28:54.875 --> 0:28:57.435 but this is a short-term thing. 0:28:57.615 --> 0:29:00.196 This postcard mailer we're 0:29:00.237 --> 0:29:01.037 talking about with Taylor 0:29:01.076 --> 0:29:02.718 Swift was a short-term thing. 0:29:02.738 --> 0:29:03.618 But they're okay with that 0:29:03.638 --> 0:29:05.920 because their ROI was, I'm guessing, one. 0:29:06.759 --> 0:29:07.539 But some brands, 0:29:07.720 --> 0:29:09.181 we need to start selling 0:29:09.201 --> 0:29:11.862 these $150 items. 0:29:12.021 --> 0:29:13.063 Here's $5,000. 0:29:13.123 --> 0:29:14.364 We expect a ton of stuff to come in. 0:29:14.384 --> 0:29:15.243 I go, run an ad campaign. 0:29:17.231 --> 0:29:18.513 But that's an ad campaign. 0:29:18.653 --> 0:29:20.175 The minute you turn that faucet off, 0:29:20.596 --> 0:29:21.738 the money stops coming back. 0:29:22.660 --> 0:29:24.162 I like to work on long-term 0:29:24.182 --> 0:29:25.143 relationship building. 0:29:25.222 --> 0:29:26.365 That's just my thing. 0:29:26.625 --> 0:29:27.645 I worked at a radio station. 0:29:27.866 --> 0:29:29.910 That was all relationship build, right? 0:29:30.269 --> 0:29:31.090 They trusted me. 0:29:32.863 --> 0:29:34.044 Trust, I heard the other day, 0:29:35.464 --> 0:29:36.944 someone smart said this, 0:29:37.066 --> 0:29:38.066 is predictability. 0:29:38.566 --> 0:29:43.608 I can, within a window or a few degrees, 0:29:43.709 --> 0:29:44.569 know what you're going to 0:29:44.630 --> 0:29:46.049 do in this situation before 0:29:46.089 --> 0:29:47.310 you walk in the door, right? 0:29:47.911 --> 0:29:49.211 I sort of trust what my dad 0:29:49.251 --> 0:29:50.633 was going to do when I 0:29:50.673 --> 0:29:51.573 broke the window while he 0:29:51.613 --> 0:29:52.634 was at work and he was 0:29:52.673 --> 0:29:53.994 about to walk in the door and I was like, 0:29:54.414 --> 0:29:54.654 okay. 0:29:55.424 --> 0:29:56.506 i trust I know my dad I 0:29:56.526 --> 0:29:57.425 trust him he's gonna lose 0:29:57.445 --> 0:29:58.928 his mind or be totally 0:29:59.008 --> 0:30:00.028 chill right I knew like 0:30:00.067 --> 0:30:01.088 within these two degrees 0:30:01.388 --> 0:30:02.089 and he was totally chill 0:30:02.109 --> 0:30:02.650 he's like all right what'd 0:30:02.670 --> 0:30:03.391 you do I was like I threw a 0:30:03.431 --> 0:30:04.290 rock he's like you're gonna 0:30:04.310 --> 0:30:05.811 do that again I go no okay 0:30:05.832 --> 0:30:06.932 good lesson learned move it 0:30:06.972 --> 0:30:09.674 on but that's what branding is again 0:30:10.583 --> 0:30:11.923 but again transactional 0:30:11.963 --> 0:30:14.184 relationships right you go 0:30:14.224 --> 0:30:15.346 to strip club and you money 0:30:15.385 --> 0:30:16.465 money money money money yep 0:30:16.527 --> 0:30:17.346 she's gonna pay attention 0:30:17.487 --> 0:30:18.768 money stops go away that's 0:30:18.807 --> 0:30:19.548 a transactional 0:30:19.567 --> 0:30:21.730 relationship right you can 0:30:21.829 --> 0:30:22.569 you can pay something 0:30:22.589 --> 0:30:23.230 different and that's where 0:30:23.250 --> 0:30:24.351 we talk about value and 0:30:24.431 --> 0:30:26.211 content when I see dave 50 0:30:26.211 --> 0:30:27.752 times have you have we 0:30:27.792 --> 0:30:28.319 talked about the 7 11 4 7 0:30:28.319 --> 0:30:30.074 11 3 really 7 11 3 concept real quick is 0:30:35.867 --> 0:30:36.807 To get to the point where 0:30:36.827 --> 0:30:38.628 you trust someone through 0:30:38.648 --> 0:30:39.128 what's called an 0:30:39.229 --> 0:30:40.409 asymmetrical relationship, 0:30:40.509 --> 0:30:41.150 this right here. 0:30:41.869 --> 0:30:42.750 People watching right now on 0:30:42.769 --> 0:30:43.410 the live stream or 0:30:43.450 --> 0:30:44.210 listening to this on the 0:30:44.250 --> 0:30:45.671 replay might have never met me, 0:30:45.990 --> 0:30:48.852 although I am on the CSM 2024 bingo card. 0:30:48.892 --> 0:30:49.432 We'll talk about that. 0:30:50.832 --> 0:30:51.011 Weird. 0:30:51.031 --> 0:30:51.352 It's funny. 0:30:52.373 --> 0:30:52.952 They've never met me, 0:30:52.992 --> 0:30:53.813 but there's an asymmetrical 0:30:53.853 --> 0:30:54.673 relationship because they 0:30:54.792 --> 0:30:55.634 feel like they might. 0:30:56.114 --> 0:30:56.794 I feel like I know who 0:30:56.814 --> 0:30:57.534 Taylor Swift is because 0:30:57.574 --> 0:30:58.473 I've seen enough footage of her. 0:30:58.834 --> 0:30:59.013 So 7-11-3. 0:31:01.277 --> 0:31:02.258 You have to get to seven 0:31:02.397 --> 0:31:04.138 hours of total exposure to someone. 0:31:04.299 --> 0:31:05.701 I think we're past that with Taylor Swift, 0:31:05.760 --> 0:31:07.122 even if you've never tried 0:31:07.142 --> 0:31:08.022 to be with Taylor Swift. 0:31:08.303 --> 0:31:10.704 Listening to a song that the person sings, 0:31:11.065 --> 0:31:11.885 watching a webinar. 0:31:12.145 --> 0:31:13.606 It does not have to be in one shot. 0:31:13.626 --> 0:31:14.268 You don't need to hang out 0:31:14.288 --> 0:31:15.048 with them for seven hours. 0:31:15.449 --> 0:31:16.288 It could be a bunch of 0:31:16.368 --> 0:31:17.951 shorts that leads to seven hours. 0:31:19.031 --> 0:31:21.313 It has to be at least 11 instances. 0:31:22.074 --> 0:31:23.835 So a bunch of shorts, a bunch of reels, 0:31:23.875 --> 0:31:25.195 a bunch of posts over and over and over, 0:31:25.655 --> 0:31:26.635 and at least in three 0:31:26.675 --> 0:31:28.396 different platforms until 0:31:28.936 --> 0:31:31.219 you'll think this guy's just everywhere. 0:31:31.538 --> 0:31:32.419 And I've had people say that to me. 0:31:33.019 --> 0:31:33.920 How do you have a job? 0:31:34.000 --> 0:31:34.839 You're like everywhere. 0:31:34.900 --> 0:31:35.641 I go, there's systems. 0:31:35.840 --> 0:31:36.641 And we can go over that in a 0:31:36.681 --> 0:31:37.241 future episode, 0:31:37.261 --> 0:31:38.362 like how you actually get 0:31:38.362 --> 0:31:39.742 200 pieces of content a month. 0:31:40.063 --> 0:31:41.604 I've trained people and they're like, 0:31:41.644 --> 0:31:42.403 that's impossible. 0:31:42.443 --> 0:31:42.644 I go, 0:31:42.683 --> 0:31:44.845 I'm doing it right now while I'm also 0:31:44.884 --> 0:31:45.705 coaching you as a job. 0:31:46.442 --> 0:31:47.342 It's 100% possible. 0:31:47.843 --> 0:31:49.423 You don't need me to hide the secret. 0:31:49.442 --> 0:31:50.124 This is on YouTube. 0:31:50.163 --> 0:31:50.923 Gary Vee will show you how 0:31:50.943 --> 0:31:51.825 to do it or 50 other people 0:31:51.845 --> 0:31:52.464 will show you how to do it. 0:31:53.045 --> 0:31:55.365 So that's that 7-11-3 0:31:55.445 --> 0:31:57.146 principle or 7-11-4 principle. 0:31:57.166 --> 0:31:58.248 I might be messing that last number up. 0:31:58.748 --> 0:32:00.588 But it's how you get to that. 0:32:00.848 --> 0:32:02.470 So that's relationships. 0:32:03.009 --> 0:32:03.309 And that, 0:32:03.470 --> 0:32:04.471 I don't even know how we started on this. 0:32:04.711 --> 0:32:04.851 Sorry. 0:32:04.871 --> 0:32:05.790 Yeah, that was awesome. 0:32:05.830 --> 0:32:06.171 That was, we, 0:32:06.451 --> 0:32:09.252 you hit so many topics before 0:32:09.333 --> 0:32:11.933 I share what I do for building my brand. 0:32:11.953 --> 0:32:12.394 Um, 0:32:12.794 --> 0:32:14.835 we were talking about like the value of 0:32:14.875 --> 0:32:15.415 the client, 0:32:15.435 --> 0:32:17.236 the value of what you do to the client. 0:32:17.737 --> 0:32:17.977 You know, 0:32:18.017 --> 0:32:19.477 I've shared videos talking about 0:32:19.537 --> 0:32:20.958 three kinds of pricing models, 0:32:21.018 --> 0:32:22.618 but the most important one, again, 0:32:22.759 --> 0:32:24.720 Christo, the future podcast. 0:32:25.140 --> 0:32:25.579 Great show. 0:32:25.680 --> 0:32:26.400 I'm shocked. 0:32:26.440 --> 0:32:27.800 Dave doesn't know who that is. 0:32:28.040 --> 0:32:29.821 Oh, he's, you know, once you see it, 0:32:29.902 --> 0:32:30.261 you'll know. 0:32:30.422 --> 0:32:31.282 I just don't. 0:32:31.383 --> 0:32:31.583 Is it? 0:32:31.603 --> 0:32:31.762 Yeah. 0:32:33.523 --> 0:32:34.403 look up the future 0:32:34.423 --> 0:32:36.365 f-u-t-u-r-e spells are 0:32:36.384 --> 0:32:38.066 funny here's the best part 0:32:38.467 --> 0:32:40.008 spell it wrong and you'll 0:32:40.028 --> 0:32:40.827 find him because he's 0:32:40.887 --> 0:32:42.169 everywhere and he's just 0:32:42.189 --> 0:32:44.569 done it well like okay I i 0:32:44.589 --> 0:32:45.770 just googled him yeah I've 0:32:45.931 --> 0:32:46.951 seen yeah he's not 0:32:47.152 --> 0:32:48.393 subscribed I don't think he 0:32:48.413 --> 0:32:49.532 should be so something we 0:32:49.573 --> 0:32:51.374 don't talk about enough is 0:32:51.535 --> 0:32:55.176 you know we want to get paid more um and 0:32:55.851 --> 0:32:57.531 but we don't consider the 0:32:57.612 --> 0:32:58.672 value of what we're 0:32:58.692 --> 0:33:00.313 delivering to the individual. 0:33:00.333 --> 0:33:02.333 And I know, I get it. 0:33:02.373 --> 0:33:03.273 It's sad to say, like, 0:33:03.473 --> 0:33:04.913 I'm going to put my mom on 0:33:04.953 --> 0:33:05.875 the spotlight here. 0:33:06.375 --> 0:33:08.855 When my mom was type 2 diabetic, 0:33:08.935 --> 0:33:11.616 renal failure, frozen shoulder, 0:33:11.797 --> 0:33:13.196 multiple comorbidities, 0:33:13.317 --> 0:33:15.778 all of this stuff going on, you know, 0:33:16.519 --> 0:33:18.239 she was so far down that 0:33:18.519 --> 0:33:19.680 medical model path 0:33:20.753 --> 0:33:22.996 that no matter the best 0:33:23.076 --> 0:33:24.617 physical therapy session in the world, 0:33:25.479 --> 0:33:26.339 wasn't really gonna have 0:33:26.380 --> 0:33:28.122 that big of an impact, right? 0:33:28.241 --> 0:33:30.944 So for her, she wasn't gonna pay for it. 0:33:31.065 --> 0:33:32.165 It wasn't gonna make a difference. 0:33:32.205 --> 0:33:33.227 It wasn't gonna move the 0:33:33.287 --> 0:33:35.589 needle in regards to quality of life, 0:33:35.670 --> 0:33:37.250 health, any of those things. 0:33:38.792 --> 0:33:39.874 But on the flip side, 0:33:39.913 --> 0:33:41.074 you take somebody who, 0:33:41.154 --> 0:33:42.776 and I always say like major 0:33:42.816 --> 0:33:44.277 league pitcher who wants to 0:33:44.297 --> 0:33:45.758 get back to pitching has a 0:33:45.758 --> 0:33:47.859 $10 million contract at stake. 0:33:48.380 --> 0:33:49.840 That rotator cuff repair, 0:33:49.901 --> 0:33:52.522 that Tommy John surgery, that whatever, 0:33:53.144 --> 0:33:54.404 it's going to have a major 0:33:54.505 --> 0:33:55.384 financial impact. 0:33:55.424 --> 0:33:57.126 The same post-surgical 0:33:57.166 --> 0:33:59.489 protocol for the pitcher versus my mom. 0:34:00.128 --> 0:34:02.289 very different dollar value, you know, 0:34:02.369 --> 0:34:04.371 and they should be charged appropriately. 0:34:04.771 --> 0:34:07.512 The Nike swoosh is worth a 0:34:07.692 --> 0:34:10.074 lot more than what I would 0:34:10.114 --> 0:34:12.235 pay for a Fiverr artist to 0:34:12.275 --> 0:34:13.195 create a swoosh for me 0:34:13.735 --> 0:34:14.757 because Nike is going to 0:34:14.797 --> 0:34:15.958 put a heck of a lot more 0:34:16.018 --> 0:34:17.739 money behind the swoosh and 0:34:17.798 --> 0:34:18.798 putting the swoosh out 0:34:18.838 --> 0:34:21.661 there on every piece of 0:34:21.721 --> 0:34:22.701 merchandise they sell. 0:34:23.521 --> 0:34:26.003 So I do really think that we 0:34:26.063 --> 0:34:27.083 can't think of 0:34:28.364 --> 0:34:30.108 What are our services worth 0:34:30.809 --> 0:34:32.072 from our perspective? 0:34:33.094 --> 0:34:35.501 What is this worth to the client? 0:34:36.202 --> 0:34:36.884 Are we charging 0:34:37.003 --> 0:34:38.447 appropriately for the client? 0:34:39.447 --> 0:34:41.929 That being said, going back to platforms. 0:34:42.849 --> 0:34:43.451 So forever, 0:34:43.891 --> 0:34:45.891 I was just on Facebook because 0:34:45.931 --> 0:34:47.612 I used Facebook, just like Jimmy said. 0:34:48.193 --> 0:34:49.614 I created a Facebook group, 0:34:49.675 --> 0:34:50.655 not even just Facebook. 0:34:50.675 --> 0:34:51.896 I created the group because 0:34:51.936 --> 0:34:53.297 I wanted very niche 0:34:53.376 --> 0:34:55.057 specific people to talk to. 0:34:55.518 --> 0:34:56.659 So I've got my Medicare 0:34:56.679 --> 0:34:57.820 billing group because I 0:34:57.860 --> 0:34:58.559 want to talk to people 0:34:58.599 --> 0:34:59.641 about Medicare billing. 0:34:59.981 --> 0:35:01.081 I've got my knee replacement 0:35:01.141 --> 0:35:02.103 group because I wanted to 0:35:02.143 --> 0:35:03.744 talk to people about knee replacement. 0:35:05.143 --> 0:35:06.445 And I was there really, 0:35:06.485 --> 0:35:09.666 I think I got on Facebook like 2016, 0:35:09.666 --> 0:35:10.385 maybe 2014. 0:35:10.385 --> 0:35:13.266 And I just spent time and 0:35:13.347 --> 0:35:14.847 talking and offering my 0:35:14.887 --> 0:35:16.949 experiences and advice and, you know, 0:35:17.009 --> 0:35:18.949 never selling anything or doing anything. 0:35:20.010 --> 0:35:22.610 And then gradually I got onto YouTube. 0:35:22.911 --> 0:35:24.711 Then I did the same thing with YouTube. 0:35:24.791 --> 0:35:25.871 I have my YouTube channel 0:35:25.911 --> 0:35:26.773 for knee replacement, 0:35:26.793 --> 0:35:27.793 my YouTube channel for 0:35:27.833 --> 0:35:30.373 Medicare billing and practice ownership. 0:35:31.576 --> 0:35:33.496 And now this year was really 0:35:33.556 --> 0:35:34.916 the first time I went from 0:35:34.996 --> 0:35:36.237 those two platforms, 0:35:37.097 --> 0:35:38.259 stepped on the LinkedIn, 0:35:38.798 --> 0:35:39.918 stepped into Pinterest. 0:35:40.480 --> 0:35:42.400 Pinterest because I think 0:35:42.500 --> 0:35:44.161 that's underpriced attention. 0:35:44.940 --> 0:35:46.621 I think that the platform is 0:35:46.702 --> 0:35:48.021 ignored by so many people, 0:35:48.061 --> 0:35:49.603 especially from men. 0:35:49.623 --> 0:35:51.483 I think there's a massive 0:35:51.583 --> 0:35:54.085 void there from male voices. 0:35:55.005 --> 0:35:56.485 So I think there's a huge opportunity. 0:35:56.726 --> 0:35:58.086 I don't have an eye for design, 0:35:58.126 --> 0:35:59.086 but if somebody did, 0:35:59.106 --> 0:36:00.367 I think they would just 0:36:00.768 --> 0:36:02.989 destroy the Pinterest algorithm. 0:36:03.768 --> 0:36:04.789 I've seen people with 0:36:04.909 --> 0:36:06.150 ridiculous amounts of 0:36:06.231 --> 0:36:07.811 engagement and follows and 0:36:08.251 --> 0:36:09.632 that traffic goes from 0:36:09.692 --> 0:36:10.873 Pinterest to wherever you 0:36:10.913 --> 0:36:12.393 want to post it because 0:36:12.594 --> 0:36:14.293 every pin has a link somewhere. 0:36:14.313 --> 0:36:14.775 Wow. 0:36:15.514 --> 0:36:16.596 Yeah, it's crazy. 0:36:16.615 --> 0:36:18.097 And then, of course, LinkedIn, 0:36:18.137 --> 0:36:19.217 just like Dave said, 0:36:19.277 --> 0:36:20.759 building a professional network. 0:36:21.079 --> 0:36:22.780 But it's definitely a different community. 0:36:22.860 --> 0:36:24.722 It's it's they have different values. 0:36:24.782 --> 0:36:27.123 But I realized that I honed 0:36:27.164 --> 0:36:29.224 the knife on link on 0:36:29.505 --> 0:36:30.947 Facebook and YouTube. 0:36:31.726 --> 0:36:33.148 Now I can cut deeper on 0:36:33.208 --> 0:36:34.851 LinkedIn because I've got a skill set. 0:36:35.452 --> 0:36:36.452 You know, I can talk. 0:36:36.594 --> 0:36:37.614 I can record video. 0:36:37.655 --> 0:36:40.639 I can do things that the typical CEO, 0:36:40.719 --> 0:36:42.481 the typical person on LinkedIn, 0:36:42.521 --> 0:36:43.521 they're just not doing or 0:36:43.563 --> 0:36:44.423 they're not doing well. 0:36:44.824 --> 0:36:45.625 Let me ask you this, though. 0:36:46.525 --> 0:36:48.429 How much and ballpark it. 0:36:49.630 --> 0:36:50.070 How much, 0:36:50.331 --> 0:36:52.512 what percent do you change when 0:36:52.552 --> 0:36:53.992 you make a piece of content 0:36:54.233 --> 0:36:55.612 for a specific platform? 0:36:56.293 --> 0:36:58.534 Or do people just, do you just shotgun? 0:36:58.574 --> 0:37:00.074 I make a video, 0:37:00.094 --> 0:37:01.434 it's a vertical video and I 0:37:01.474 --> 0:37:01.974 share it everywhere. 0:37:02.074 --> 0:37:03.936 Or do you tailor it a little bit? 0:37:03.996 --> 0:37:05.135 If so, like how much? 0:37:06.077 --> 0:37:07.217 Yeah, it's a good question. 0:37:07.817 --> 0:37:09.398 I wouldn't say I necessarily, 0:37:09.878 --> 0:37:11.197 what I do is I create 0:37:11.257 --> 0:37:12.599 content that I want to talk about. 0:37:12.918 --> 0:37:13.139 Got it. 0:37:13.699 --> 0:37:15.762 That I think people want to 0:37:15.802 --> 0:37:17.543 hear about that people are looking for. 0:37:17.623 --> 0:37:19.766 So, so I should take two steps back. 0:37:19.827 --> 0:37:21.469 It's not that I want to talk about it. 0:37:21.509 --> 0:37:23.150 It's that I see a void. 0:37:23.452 --> 0:37:24.873 People want this information. 0:37:25.574 --> 0:37:26.835 I believe that I've got a 0:37:26.916 --> 0:37:27.856 unique perspective. 0:37:28.237 --> 0:37:29.840 So I create the content 0:37:29.920 --> 0:37:31.762 specifically for the identified void. 0:37:32.661 --> 0:37:34.202 Then what I do is I say, okay, 0:37:34.242 --> 0:37:35.623 this content is appropriate 0:37:35.643 --> 0:37:36.503 for this audience. 0:37:36.583 --> 0:37:37.945 I'm going to share it to that audience. 0:37:38.585 --> 0:37:39.525 So on LinkedIn, 0:37:39.826 --> 0:37:41.327 I share mostly my practice 0:37:41.748 --> 0:37:43.088 stuff this morning. 0:37:43.248 --> 0:37:43.548 You know, 0:37:43.608 --> 0:37:45.150 yesterday I saw somebody post 0:37:45.170 --> 0:37:47.070 something about a 4% 0:37:47.070 --> 0:37:49.172 Medicare reimbursement 0:37:49.211 --> 0:37:50.273 increase that they wanted 0:37:50.313 --> 0:37:51.974 people to write letters to Congress about, 0:37:52.173 --> 0:37:52.393 right? 0:37:52.894 --> 0:37:54.576 I'm like 4%, seriously, 0:37:54.655 --> 0:37:55.815 is that going to make a difference? 0:37:55.876 --> 0:37:56.597 Is anybody going to, 0:37:56.996 --> 0:37:58.117 you know be able to afford a 0:37:58.157 --> 0:37:59.398 mortgage or a house because 0:37:59.739 --> 0:38:00.780 because medicare is paying 0:38:00.840 --> 0:38:01.920 us four percent more it's 0:38:01.960 --> 0:38:03.222 like we're fighting for 0:38:03.282 --> 0:38:04.463 scraps I don't want to be 0:38:04.483 --> 0:38:06.425 in that game right that's a 0:38:06.485 --> 0:38:08.007 linkedin post like that's 0:38:08.067 --> 0:38:09.367 content for linkedin that's 0:38:09.427 --> 0:38:10.688 content for my medicare 0:38:10.728 --> 0:38:11.730 billing group because it's 0:38:11.789 --> 0:38:14.652 very topic specific um so I 0:38:14.711 --> 0:38:16.333 create the content based on 0:38:16.434 --> 0:38:18.335 the void that I see not 0:38:18.394 --> 0:38:20.637 just what I want and then I 0:38:20.717 --> 0:38:22.099 put it on the appropriate 0:38:22.139 --> 0:38:23.300 platform to speak to the 0:38:23.340 --> 0:38:24.300 appropriate audience 0:38:25.239 --> 0:38:25.940 You thought about it. 0:38:26.659 --> 0:38:26.840 Sure. 0:38:27.621 --> 0:38:28.041 A little bit. 0:38:28.402 --> 0:38:30.063 That's what I want people thinking about. 0:38:32.304 --> 0:38:33.425 The example was I ran an 0:38:33.445 --> 0:38:34.427 alternative rock station. 0:38:34.586 --> 0:38:36.969 So Linkin Park, Foo Fighters, Metallica, 0:38:37.028 --> 0:38:37.648 ACDC. 0:38:37.668 --> 0:38:39.130 But every once in a while, 0:38:40.552 --> 0:38:42.393 a song would come along and I'd go, 0:38:42.574 --> 0:38:44.074 this fits enough and is 0:38:44.235 --> 0:38:45.996 weird enough that I want to 0:38:46.036 --> 0:38:47.838 play it because this is the exception, 0:38:47.858 --> 0:38:48.358 not the rule. 0:38:49.161 --> 0:38:50.081 Hey there, Delilah, 0:38:50.722 --> 0:38:52.342 my radio station shouldn't have, 0:38:52.382 --> 0:38:53.563 that should have been a pop song, 0:38:53.902 --> 0:38:55.463 but we played it at night, 0:38:55.523 --> 0:38:56.423 mostly not during the day. 0:38:57.224 --> 0:38:57.824 And it, 0:38:58.125 --> 0:38:59.885 it was because I thought about it enough. 0:38:59.945 --> 0:39:00.445 And I was like, 0:39:00.766 --> 0:39:01.626 I think there's enough 0:39:01.666 --> 0:39:02.907 crossover for the dudes who 0:39:02.967 --> 0:39:04.648 are rocking and the dude and the, 0:39:04.708 --> 0:39:05.148 and the people. 0:39:05.188 --> 0:39:07.530 And we had females too, about 70, 30, 0:39:07.530 --> 0:39:07.690 maybe. 0:39:09.010 --> 0:39:10.630 So it made sense, but I thought about it. 0:39:10.710 --> 0:39:10.931 I mean, 0:39:10.951 --> 0:39:12.592 I painstakingly thought about where 0:39:12.652 --> 0:39:14.233 does this belong on the air or not? 0:39:15.048 --> 0:39:16.289 is this something we get 0:39:16.329 --> 0:39:17.329 involved with or not? 0:39:17.369 --> 0:39:18.630 We thought about that a lot. 0:39:19.150 --> 0:39:21.393 And you should too, is what I'm trying to, 0:39:21.572 --> 0:39:22.552 that's why I'm telling that story. 0:39:22.572 --> 0:39:23.954 It's like, Tony thinks about it. 0:39:23.974 --> 0:39:26.114 It's like, this isn't a LinkedIn thing. 0:39:26.275 --> 0:39:28.916 This, no, this is, oh, okay. 0:39:28.936 --> 0:39:30.137 I look at the world in Venn 0:39:30.177 --> 0:39:32.059 diagrams and I'm like, this is me. 0:39:32.338 --> 0:39:33.139 And then what things, 0:39:33.360 --> 0:39:34.619 what circles cross over and 0:39:34.659 --> 0:39:35.940 touch a little bit, a lot, 0:39:36.641 --> 0:39:37.322 does this deserve? 0:39:37.342 --> 0:39:38.922 And then also, does it deserve my time? 0:39:38.963 --> 0:39:40.623 Like, do I have time for this? 0:39:41.360 --> 0:39:42.860 And if the answer is yes, yes, yes. 0:39:43.282 --> 0:39:43.621 Yeah. 0:39:43.862 --> 0:39:44.041 Okay. 0:39:44.081 --> 0:39:44.983 It falls in my circle. 0:39:45.043 --> 0:39:46.023 It also falls in one. 0:39:46.063 --> 0:39:47.425 See, Tony's example is really great. 0:39:47.925 --> 0:39:48.726 The knee replacement, 0:39:48.766 --> 0:39:50.047 the Medicare billing placement. 0:39:50.106 --> 0:39:51.208 Those are two different audiences. 0:39:51.427 --> 0:39:52.409 One is consumer facing. 0:39:52.489 --> 0:39:53.389 One is clinician facing. 0:39:53.929 --> 0:39:54.351 But you're like, 0:39:54.391 --> 0:39:55.512 I like talking about these things. 0:39:55.831 --> 0:39:56.092 Check. 0:39:56.592 --> 0:39:57.713 I feel like there's value here. 0:39:57.853 --> 0:39:58.114 Check. 0:39:58.233 --> 0:39:59.235 Is there a void here? 0:39:59.594 --> 0:39:59.875 Check. 0:40:00.335 --> 0:40:02.137 And to the void thing, I will say, 0:40:03.217 --> 0:40:04.179 if you go on YouTube and 0:40:04.199 --> 0:40:05.298 there's 100 videos about 0:40:05.318 --> 0:40:06.440 knee replacement and you're like, 0:40:06.460 --> 0:40:07.161 it's saturated, 0:40:07.320 --> 0:40:08.322 I will tell you you're wrong. 0:40:09.730 --> 0:40:10.311 100 is a lot. 0:40:10.731 --> 0:40:13.311 And compared to the world 0:40:13.831 --> 0:40:15.413 and attention spans across the world, 0:40:15.552 --> 0:40:16.132 it's not a lot. 0:40:16.773 --> 0:40:17.034 Yeah. 0:40:17.534 --> 0:40:19.775 And the way this would apply to, again, 0:40:19.855 --> 0:40:21.115 an employed therapist right 0:40:21.155 --> 0:40:22.836 now sitting out there listening to us, 0:40:24.597 --> 0:40:25.777 if you start putting that 0:40:25.838 --> 0:40:28.278 content out that's patient-facing, 0:40:28.358 --> 0:40:29.500 if you start talking about 0:40:29.519 --> 0:40:30.920 the things that are important to you, 0:40:31.701 --> 0:40:33.242 philosophically like you as 0:40:33.342 --> 0:40:34.963 a therapist what what is 0:40:35.063 --> 0:40:36.563 uniquely valuable to you 0:40:36.603 --> 0:40:37.563 what is important what do 0:40:37.603 --> 0:40:38.764 you want your patients to 0:40:38.824 --> 0:40:40.885 hear to see to know you 0:40:40.925 --> 0:40:42.146 share those messages I 0:40:42.186 --> 0:40:43.027 guarantee there's an 0:40:43.106 --> 0:40:44.686 audience for that and then 0:40:44.726 --> 0:40:46.688 what happens is the patient 0:40:46.788 --> 0:40:49.130 facing content brings you 0:40:49.190 --> 0:40:50.389 better patients brings you 0:40:50.409 --> 0:40:51.530 patients that don't cancel 0:40:51.590 --> 0:40:52.690 that connect with you that 0:40:52.731 --> 0:40:53.751 feel like you're their best 0:40:53.811 --> 0:40:55.253 friend that they they know 0:40:55.293 --> 0:40:55.873 you because they've 0:40:55.893 --> 0:40:57.934 listened to 20 of your videos already 0:40:58.454 --> 0:40:59.474 And now when they schedule 0:40:59.494 --> 0:41:00.436 and book that appointment, 0:41:00.615 --> 0:41:01.436 they're committed, 0:41:01.456 --> 0:41:02.878 they're not going to drop 0:41:03.018 --> 0:41:04.398 off and cancel on no show. 0:41:05.099 --> 0:41:06.340 From the employer side, 0:41:07.240 --> 0:41:09.103 if I'm looking at hiring clinicians, 0:41:09.603 --> 0:41:12.425 like just imagine the impact of, wow, 0:41:12.485 --> 0:41:15.068 there's a therapist here in Monroe, Ohio, 0:41:15.128 --> 0:41:16.329 who's putting out content. 0:41:16.909 --> 0:41:17.329 Obviously, 0:41:17.389 --> 0:41:19.130 that indicates they're motivated. 0:41:19.231 --> 0:41:21.213 They're they're self starter. 0:41:21.293 --> 0:41:22.614 They're they're capable of 0:41:22.994 --> 0:41:24.175 seeing something through. 0:41:24.755 --> 0:41:26.117 But then I also know that 0:41:26.177 --> 0:41:27.217 they have their audience. 0:41:27.237 --> 0:41:28.599 They're going to bring that with them. 0:41:28.679 --> 0:41:29.039 You know, 0:41:29.320 --> 0:41:33.877 that therapist's value just rose 20, 30, 0:41:33.877 --> 0:41:34.525 40 percent. 0:41:35.204 --> 0:41:36.385 And so if I'm talking about 0:41:36.425 --> 0:41:37.226 the difference between 0:41:37.246 --> 0:41:38.407 paying someone eighty two 0:41:38.467 --> 0:41:39.108 thousand a year. 0:41:39.108 --> 0:41:41.331 120,000 a year, 0:41:41.351 --> 0:41:43.532 that's where that difference lies. 0:41:43.612 --> 0:41:45.775 It's not in them trying to 0:41:45.815 --> 0:41:48.157 get a 4% raise in Medicare reimbursement. 0:41:48.657 --> 0:41:50.197 It's in them bringing their 0:41:50.297 --> 0:41:51.278 audience with them. 0:41:51.960 --> 0:41:52.699 And truthfully, 0:41:52.760 --> 0:41:55.702 it's in me knowing as an employer, okay, 0:41:55.922 --> 0:41:57.625 I have more than just the 0:41:57.844 --> 0:42:00.306 interview to base my decision on, right? 0:42:00.867 --> 0:42:01.507 I'm risking $120,000 0:42:01.507 --> 0:42:02.449 investment when I hire a therapist. 0:42:05.110 --> 0:42:06.851 I'm risking my business's 0:42:07.293 --> 0:42:08.994 reputation and branding 0:42:09.034 --> 0:42:11.556 when I hire a therapist. 0:42:11.896 --> 0:42:13.577 What information can you 0:42:13.617 --> 0:42:15.539 deliver to me that's going to verify, 0:42:15.599 --> 0:42:16.739 yeah, you have a history, 0:42:16.760 --> 0:42:18.561 a track record of getting things done? 0:42:19.503 --> 0:42:21.284 All of that comes through social media. 0:42:21.664 --> 0:42:21.744 Yeah. 0:42:21.764 --> 0:42:22.804 Dave, what do you think? 0:42:23.065 --> 0:42:24.045 Let me ask you a quick question. 0:42:24.065 --> 0:42:25.887 So on the practice owner side of things, 0:42:27.028 --> 0:42:28.090 over on Facebook, 0:42:28.150 --> 0:42:29.351 Cameron Dennis was checking 0:42:29.391 --> 0:42:30.271 in and watching us live. 0:42:30.331 --> 0:42:32.432 He's got Back on Track Physical Therapy. 0:42:32.472 --> 0:42:33.713 I don't know if it's close to you, Tony, 0:42:33.733 --> 0:42:34.094 in Ohio. 0:42:34.213 --> 0:42:34.375 It is. 0:42:35.673 --> 0:42:36.894 So I clicked over onto his 0:42:36.934 --> 0:42:39.436 profile and I would say he 0:42:39.456 --> 0:42:40.795 does a great job of the 0:42:40.876 --> 0:42:41.755 simple things of just 0:42:41.797 --> 0:42:42.797 taking pictures with 0:42:42.856 --> 0:42:45.858 patients as when they're discharged, 0:42:45.878 --> 0:42:46.657 they're graduated, 0:42:46.717 --> 0:42:48.498 their peak of happiness 0:42:48.898 --> 0:42:49.659 during their plan of care, 0:42:49.719 --> 0:42:50.699 after their plan of care, whatever. 0:42:51.719 --> 0:42:53.041 I would say like that's like 0:42:53.242 --> 0:42:54.842 that's got to be like the simplest form. 0:42:54.882 --> 0:42:55.123 I mean, 0:42:55.284 --> 0:42:56.885 even like that's easier than video. 0:42:56.925 --> 0:42:58.626 It's just like a patient or client. 0:42:58.646 --> 0:42:59.748 They're happy with the outcome. 0:43:00.148 --> 0:43:01.710 They're almost discharged or 0:43:01.730 --> 0:43:03.472 almost graduated or maybe they are. 0:43:03.532 --> 0:43:04.351 It's their last day. 0:43:05.373 --> 0:43:06.253 And then he and his staff 0:43:06.293 --> 0:43:07.835 are taking pictures with 0:43:07.976 --> 0:43:09.097 these patients and clients. 0:43:09.117 --> 0:43:11.699 Then he posts them on his Facebook account, 0:43:11.798 --> 0:43:12.940 his Facebook page. 0:43:13.581 --> 0:43:14.302 So that's. 0:43:14.561 --> 0:43:16.505 I think that like, just start there. 0:43:16.545 --> 0:43:17.387 That's the simplest thing, 0:43:17.447 --> 0:43:18.188 even before video, 0:43:18.248 --> 0:43:19.190 because I know some people 0:43:19.210 --> 0:43:20.693 get nervous and they can't 0:43:20.733 --> 0:43:22.476 talk into a video camera or whatever. 0:43:22.777 --> 0:43:23.717 Like at the very least, 0:43:23.777 --> 0:43:24.619 practice runners need to be 0:43:24.639 --> 0:43:26.163 doing what Cameron's doing. 0:43:26.717 --> 0:43:27.278 Yeah, 100%. 0:43:27.679 --> 0:43:28.900 Cameron's a great guy. 0:43:28.940 --> 0:43:30.521 We've met in person a couple times. 0:43:31.722 --> 0:43:32.784 I remember watching, 0:43:32.885 --> 0:43:34.585 he would create videos, I swear, 0:43:34.626 --> 0:43:36.148 he looked like he was 12 years old. 0:43:38.050 --> 0:43:40.452 But I've followed his growth 0:43:40.512 --> 0:43:41.474 and his development. 0:43:41.494 --> 0:43:44.077 Yeah, like in my clinics, you know, 0:43:44.737 --> 0:43:46.838 I'm not the most social person. 0:43:47.018 --> 0:43:47.938 I am the, I am. 0:43:48.960 --> 0:43:49.559 Yeah, I'm not. 0:43:50.101 --> 0:43:51.260 So what I would do is I 0:43:51.302 --> 0:43:52.983 would grab other therapists 0:43:53.003 --> 0:43:53.762 who are a little more 0:43:53.822 --> 0:43:55.023 social and bubbly than me. 0:43:56.125 --> 0:43:57.465 We grab pictures and this is 0:43:57.505 --> 0:43:58.846 going back before Facebook, 0:43:58.907 --> 0:43:59.927 before social media, 0:43:59.947 --> 0:44:01.949 but we would get pictures on graduation. 0:44:02.028 --> 0:44:03.289 We'd get pictures on any 0:44:03.329 --> 0:44:04.250 major achievement. 0:44:04.630 --> 0:44:05.891 We would give the patient 0:44:06.010 --> 0:44:07.411 literally a printed picture. 0:44:07.452 --> 0:44:09.172 We had a photo printer when 0:44:09.233 --> 0:44:11.175 that was modern in the clinic. 0:44:11.775 --> 0:44:13.275 But in today's world, 0:44:13.677 --> 0:44:14.657 if you're not taking 0:44:14.697 --> 0:44:16.818 pictures with your clients, 0:44:17.039 --> 0:44:18.041 sending it to them, 0:44:18.101 --> 0:44:19.181 getting them to share it on 0:44:19.242 --> 0:44:20.302 their social media, 0:44:20.342 --> 0:44:22.043 getting them to tag your business, 0:44:22.605 --> 0:44:23.204 what are you doing? 0:44:24.065 --> 0:44:24.686 We're in 2024. 0:44:25.007 --> 0:44:27.708 How are you not leveraging 0:44:28.108 --> 0:44:30.150 those most basic opportunities? 0:44:30.791 --> 0:44:32.333 Help them talk about you. 0:44:32.512 --> 0:44:33.273 Make it easy. 0:44:33.393 --> 0:44:34.894 Make them the star of the show. 0:44:35.295 --> 0:44:36.976 I was talking with – I can't remember. 0:44:36.996 --> 0:44:37.597 I talk to a lot of people. 0:44:38.137 --> 0:44:40.159 um oh I know who it was I 0:44:40.199 --> 0:44:40.918 can't tell you who it was 0:44:40.978 --> 0:44:41.699 because we might be rolling 0:44:41.719 --> 0:44:42.639 this campaign out so 0:44:42.659 --> 0:44:43.039 working with an 0:44:43.079 --> 0:44:44.300 organization and they said 0:44:44.760 --> 0:44:46.780 we want we want these two 0:44:46.860 --> 0:44:47.922 audiences to do these two 0:44:47.961 --> 0:44:48.922 things I said great those 0:44:48.961 --> 0:44:49.862 are great call to actions 0:44:49.922 --> 0:44:51.222 it's great we've thought 0:44:51.242 --> 0:44:52.983 about we started with the 0:44:53.023 --> 0:44:54.724 end in mind and now I said 0:44:54.864 --> 0:44:56.085 how do you make those 0:44:56.164 --> 0:44:57.144 audiences part of the 0:44:57.186 --> 0:44:57.985 campaign because they were 0:44:58.005 --> 0:44:59.146 like we want our leader to 0:44:59.405 --> 0:45:00.547 do videos and I was like 0:45:00.867 --> 0:45:02.166 does your leader does your 0:45:02.327 --> 0:45:02.827 audience have a 0:45:02.887 --> 0:45:03.568 relationship with your 0:45:03.608 --> 0:45:04.288 leader like are they 0:45:04.307 --> 0:45:05.208 creating content now 0:45:05.309 --> 0:45:06.009 essentially I was saying 0:45:06.840 --> 0:45:08.400 Where's this clinician 0:45:08.820 --> 0:45:10.463 bringing value already, right? 0:45:10.543 --> 0:45:12.384 Mike Tomlin, Steelers head coach. 0:45:12.403 --> 0:45:13.784 I'm a Giants Steelers head coach. 0:45:14.184 --> 0:45:15.106 I don't care your potential. 0:45:15.166 --> 0:45:15.865 I care what you're willing. 0:45:15.885 --> 0:45:17.606 I don't care what you're capable of doing. 0:45:17.646 --> 0:45:19.688 I care what you're willing to do. 0:45:20.413 --> 0:45:21.934 Like you might be a number one draft pick, 0:45:21.954 --> 0:45:22.835 but you haven't done it. 0:45:23.295 --> 0:45:24.496 And nothing says I'm doing 0:45:24.516 --> 0:45:26.438 the pushups like putting out 100 videos, 0:45:26.818 --> 0:45:28.019 not saying to a clinic, 0:45:28.340 --> 0:45:29.300 I can do video production. 0:45:29.340 --> 0:45:29.501 Great. 0:45:29.521 --> 0:45:29.860 Where is it? 0:45:30.181 --> 0:45:31.181 Well, I have the ability. 0:45:31.262 --> 0:45:31.842 You haven't done it? 0:45:32.063 --> 0:45:32.202 No. 0:45:32.322 --> 0:45:33.123 So you don't value it. 0:45:33.204 --> 0:45:34.065 Why should I value it? 0:45:34.804 --> 0:45:36.447 So I don't care what you're 0:45:36.467 --> 0:45:38.728 willing to do or what you're capable of. 0:45:38.748 --> 0:45:39.489 I care what you're doing. 0:45:40.429 --> 0:45:41.010 And you should be. 0:45:41.150 --> 0:45:41.972 And you're putting the words 0:45:42.012 --> 0:45:42.351 in their mouth. 0:45:44.329 --> 0:45:45.449 Show business. 0:45:45.469 --> 0:45:46.811 We ain't in tell business here, people. 0:45:46.911 --> 0:45:48.012 If you're a physical therapist, 0:45:48.432 --> 0:45:49.634 you are not in tell business. 0:45:49.914 --> 0:45:50.976 You're in show business. 0:45:51.076 --> 0:45:51.916 I'm very sorry. 0:45:52.217 --> 0:45:54.818 And you might think that that's lowbrow. 0:45:55.079 --> 0:45:56.740 It's all the TikToks and the Instagram. 0:45:56.760 --> 0:45:57.681 That's not what I went to school for. 0:45:57.702 --> 0:45:58.503 I went for science. 0:45:58.702 --> 0:45:59.184 No, you went, 0:45:59.543 --> 0:46:01.025 you did not go to learn stuff. 0:46:01.706 --> 0:46:03.106 You went to learn stuff so 0:46:03.146 --> 0:46:04.088 that you could tell people 0:46:04.568 --> 0:46:06.490 and show people, right? 0:46:06.911 --> 0:46:07.731 Showing works better. 0:46:08.757 --> 0:46:10.597 And again, the reality is, 0:46:10.657 --> 0:46:12.338 and I deal with insecurity 0:46:12.478 --> 0:46:13.119 every single day. 0:46:13.539 --> 0:46:16.179 There's still to this day videos I record. 0:46:16.219 --> 0:46:18.019 I'm like, I don't want to publish this. 0:46:18.119 --> 0:46:19.581 I'm embarrassed to publish this. 0:46:19.681 --> 0:46:20.760 I shouldn't publish this. 0:46:21.340 --> 0:46:22.322 And that's usually when I 0:46:22.342 --> 0:46:23.501 just rip the bandaid off. 0:46:23.601 --> 0:46:24.943 I hit publish and I walk away. 0:46:25.702 --> 0:46:26.023 And I'm like, 0:46:26.063 --> 0:46:27.543 I can always unpublish it if 0:46:27.605 --> 0:46:28.485 I need to later. 0:46:28.925 --> 0:46:32.027 You know, literally like every single day, 0:46:32.108 --> 0:46:34.170 there are things that I am 0:46:34.389 --> 0:46:36.150 fearful to publish because 0:46:36.190 --> 0:46:37.452 I don't think it's good enough. 0:46:37.931 --> 0:46:39.793 I think I probably said something wrong. 0:46:40.114 --> 0:46:41.474 Somebody is going to critique it. 0:46:42.275 --> 0:46:43.677 And even when they do, I'm like, 0:46:43.817 --> 0:46:44.396 who cares? 0:46:44.557 --> 0:46:46.659 I had an old video about a Q angle. 0:46:46.699 --> 0:46:47.619 I was talking about a 0:46:47.800 --> 0:46:49.561 patient who had a pretty 0:46:49.601 --> 0:46:50.822 significant Q angle. 0:46:50.882 --> 0:46:52.563 And I said something about the shin bone. 0:46:53.063 --> 0:46:54.244 And somebody made a comment 0:46:54.284 --> 0:46:56.327 that it was the tuberosity. 0:46:57.206 --> 0:46:59.849 I looked at it and it ate at me. 0:47:00.190 --> 0:47:01.710 Obviously, I'm still thinking about it. 0:47:01.871 --> 0:47:02.672 It ate at me. 0:47:03.132 --> 0:47:05.594 But I'm like, who really cares? 0:47:05.733 --> 0:47:07.576 At the end of the day, yes, 0:47:07.675 --> 0:47:10.057 I used the wrong anatomical landmark. 0:47:10.677 --> 0:47:11.679 The principle is the same. 0:47:12.300 --> 0:47:13.740 The angle is, you know, 0:47:14.240 --> 0:47:15.742 what I want you to pay attention to. 0:47:16.262 --> 0:47:16.563 Yeah. 0:47:17.023 --> 0:47:17.324 Yeah. 0:47:18.510 --> 0:47:20.431 This is all you'll never be 0:47:20.471 --> 0:47:21.612 criticized by someone doing 0:47:21.692 --> 0:47:25.295 more than you. 0:47:25.655 --> 0:47:26.635 With all your videos that 0:47:26.655 --> 0:47:27.456 you've done for like the 0:47:27.476 --> 0:47:28.538 total knee replacement videos, 0:47:28.878 --> 0:47:30.318 what for personal branding 0:47:30.338 --> 0:47:31.300 for practice owners out there, 0:47:31.739 --> 0:47:33.101 what's a video that someone 0:47:33.141 --> 0:47:35.103 has said to you or, or, 0:47:35.422 --> 0:47:36.282 or they say to you most 0:47:36.384 --> 0:47:38.224 often the ones where you 0:47:38.485 --> 0:47:39.806 are speaking right into the 0:47:39.826 --> 0:47:41.286 camera or the ones where 0:47:41.347 --> 0:47:43.548 you are in your clinic and 0:47:44.048 --> 0:47:45.590 demonstrating something or 0:47:45.690 --> 0:47:46.471 the ones where you're 0:47:46.550 --> 0:47:48.452 talking over something and 0:47:48.492 --> 0:47:49.452 you're showing a patient or 0:47:49.492 --> 0:47:50.494 client like from the hip 0:47:50.534 --> 0:47:51.514 down or the waist down, 0:47:51.835 --> 0:47:52.675 you're showing them with 0:47:52.755 --> 0:47:54.077 their knee replacement and 0:47:54.097 --> 0:47:54.956 you're describing something 0:47:54.976 --> 0:47:56.818 like their scar, their incision. 0:47:57.079 --> 0:47:58.280 I watched a video of yours 0:47:58.320 --> 0:47:59.320 where it was like the 0:47:59.380 --> 0:48:00.800 bandage was still there and you were like, 0:48:00.820 --> 0:48:02.262 you know, just leave it, don't pick at it, 0:48:02.302 --> 0:48:03.182 whatever, something like that. 0:48:03.943 --> 0:48:06.646 What from patient facing side of things, 0:48:06.826 --> 0:48:08.527 what has gotten the most remarks? 0:48:09.027 --> 0:48:10.447 Because if you're watching or listening, 0:48:10.869 --> 0:48:12.108 simply model whatever Tony 0:48:12.128 --> 0:48:12.630 is about to say. 0:48:14.791 --> 0:48:16.211 Um, geez, I don't know. 0:48:16.231 --> 0:48:17.211 I honestly, 0:48:17.231 --> 0:48:19.313 I think the one that got the 0:48:19.413 --> 0:48:21.494 most I should go back and look at this. 0:48:22.315 --> 0:48:23.094 The most engagement is 0:48:23.135 --> 0:48:24.436 probably my one about pain. 0:48:24.856 --> 0:48:25.175 You know, 0:48:25.255 --> 0:48:26.777 like how painful is a total knee 0:48:26.797 --> 0:48:27.277 replacement? 0:48:27.858 --> 0:48:29.858 The ones about showing like 0:48:29.898 --> 0:48:31.139 the incisions and stuff, 0:48:31.199 --> 0:48:32.460 they gross people out and 0:48:32.500 --> 0:48:33.400 people will occasionally 0:48:33.440 --> 0:48:34.760 make comments and say things. 0:48:35.322 --> 0:48:37.983 But I think when you touch a nerve, like 0:48:38.483 --> 0:48:39.103 Pun intended. 0:48:39.925 --> 0:48:41.706 Talking about pain and pain 0:48:41.827 --> 0:48:43.588 is so tied to their identity. 0:48:43.650 --> 0:48:44.990 Pain is so tied to their 0:48:45.110 --> 0:48:46.952 insecurities and their emotions. 0:48:48.195 --> 0:48:49.597 I think probably if I was 0:48:49.617 --> 0:48:50.998 going to guess that when I 0:48:51.077 --> 0:48:52.420 said how painful is it 0:48:52.480 --> 0:48:54.161 really or something like that, 0:48:54.822 --> 0:48:56.184 that is the one that drives 0:48:56.244 --> 0:48:57.365 the most engagement. 0:48:58.226 --> 0:48:59.365 because now I'm threatening 0:48:59.405 --> 0:49:00.226 someone's identity. 0:49:00.907 --> 0:49:03.206 If I say anything about, 0:49:03.226 --> 0:49:04.286 and I love talking about 0:49:04.306 --> 0:49:05.427 pain science and I love 0:49:05.487 --> 0:49:08.288 talking about moving away 0:49:08.367 --> 0:49:09.967 from the biomechanical 0:49:10.027 --> 0:49:12.509 model of pain more into the 0:49:12.528 --> 0:49:14.028 stuff that we're talking about these days, 0:49:14.528 --> 0:49:16.429 the psychosocial impact and all of that, 0:49:17.050 --> 0:49:18.090 that's what I would say. 0:49:18.110 --> 0:49:19.769 And I mean, truthfully, 0:49:19.809 --> 0:49:20.710 that's what I kind of do. 0:49:20.791 --> 0:49:22.570 Like that's my whole stick 0:49:23.411 --> 0:49:24.992 is let's poke the bear. 0:49:25.672 --> 0:49:26.815 Let's see if we can drive 0:49:26.875 --> 0:49:27.916 some conversation, 0:49:28.416 --> 0:49:30.117 not just for likes and 0:49:30.157 --> 0:49:31.199 shares and comments, 0:49:31.639 --> 0:49:33.721 but for legitimate engagement. 0:49:33.760 --> 0:49:33.960 Like, 0:49:34.561 --> 0:49:36.463 am I thinking about things correctly? 0:49:36.903 --> 0:49:38.184 Am I looking at this? 0:49:38.646 --> 0:49:39.827 Where's my blind spot? 0:49:39.867 --> 0:49:41.809 Because somebody should be 0:49:41.869 --> 0:49:43.650 able to show me where the blind spot is. 0:49:44.311 --> 0:49:48.112 So on LinkedIn, my biggest engaging post, 0:49:48.353 --> 0:49:49.353 the first one was, 0:49:49.452 --> 0:49:50.574 does it matter if we call 0:49:50.634 --> 0:49:52.454 ourselves doctors of physical therapy? 0:49:52.894 --> 0:49:54.496 I'm not a doctor of physical therapy, 0:49:55.436 --> 0:49:56.655 but does using the word 0:49:56.695 --> 0:49:57.717 doctor even matter? 0:49:57.737 --> 0:49:58.376 Right. 0:49:58.757 --> 0:49:59.878 And then my second one, 0:49:59.958 --> 0:50:00.818 I don't even remember, 0:50:00.918 --> 0:50:02.998 but it was something similar, you know, 0:50:03.059 --> 0:50:04.039 and those are the ones that 0:50:04.059 --> 0:50:05.360 drive the most engagement 0:50:05.400 --> 0:50:06.360 because those are the ones 0:50:06.400 --> 0:50:09.342 that have the most polarizing positions. 0:50:09.362 --> 0:50:09.461 Right. 0:50:09.541 --> 0:50:11.643 Facts tell, emotions sell, 0:50:11.722 --> 0:50:12.983 emotions spread. 0:50:14.543 --> 0:50:15.304 This person shouldn't be 0:50:15.324 --> 0:50:16.643 watching right now on LinkedIn, 0:50:16.684 --> 0:50:17.083 but they are. 0:50:17.123 --> 0:50:18.605 Kenyon Parker is a future PT. 0:50:18.985 --> 0:50:20.304 Just had a procedure on his Achilles, 0:50:20.704 --> 0:50:21.905 was very scared for the 0:50:22.045 --> 0:50:23.485 after effect it was gonna have on him. 0:50:24.027 --> 0:50:25.306 So he might be very 0:50:25.347 --> 0:50:26.686 interested in a video that says, 0:50:26.887 --> 0:50:28.047 here's what it's really like 0:50:29.628 --> 0:50:31.048 Do you think the video that 0:50:31.068 --> 0:50:31.889 would resonate the most 0:50:31.929 --> 0:50:33.509 with Kenyon is like a very, 0:50:33.588 --> 0:50:35.789 very overproduced, sterile video? 0:50:36.210 --> 0:50:38.271 Or one of a patient talking, going, 0:50:38.371 --> 0:50:39.490 here's how it really went for me. 0:50:39.510 --> 0:50:41.911 So there's an example of a PT. 0:50:42.211 --> 0:50:43.472 Do you need to record that video? 0:50:43.592 --> 0:50:44.253 I would actually say, 0:50:44.552 --> 0:50:45.413 you're the last person I 0:50:45.452 --> 0:50:46.353 want recording that video. 0:50:46.713 --> 0:50:47.494 If you're the surgeon who 0:50:47.514 --> 0:50:48.273 does Achilles repair, 0:50:48.494 --> 0:50:49.474 you're the last person I 0:50:49.514 --> 0:50:51.695 want done recording that video. 0:50:51.894 --> 0:50:52.974 You're gonna record a different one. 0:50:53.414 --> 0:50:54.876 Here's how to prepare, right? 0:50:56.063 --> 0:50:58.686 I want a patient who's walked the walk. 0:50:58.905 --> 0:50:59.686 I want someone. 0:50:59.726 --> 0:51:00.427 So here's where we can get 0:51:00.467 --> 0:51:01.827 into like cool psychological terms. 0:51:01.967 --> 0:51:03.307 I want someone who can share 0:51:03.469 --> 0:51:05.369 sympathy where if you're a 0:51:05.409 --> 0:51:06.250 PT or a surgeon, 0:51:06.269 --> 0:51:07.391 you've never had that procedure. 0:51:07.451 --> 0:51:08.271 You can share empathy. 0:51:09.072 --> 0:51:09.251 Sure. 0:51:09.452 --> 0:51:09.692 I can. 0:51:09.751 --> 0:51:10.672 I imagine I've seen this. 0:51:10.733 --> 0:51:11.873 I've walked people through this, 0:51:12.514 --> 0:51:13.994 but after Kenyon is done, 0:51:15.014 --> 0:51:15.733 And he's a PT. 0:51:15.994 --> 0:51:17.855 He will be able to share a 0:51:17.954 --> 0:51:19.115 personal experience. 0:51:19.615 --> 0:51:21.717 And trust me, that has weight. 0:51:21.996 --> 0:51:23.157 Want to know how I know it has weight? 0:51:23.757 --> 0:51:25.257 Amazon puts a lot of 0:51:25.338 --> 0:51:26.739 pressure and a lot of work 0:51:26.858 --> 0:51:29.920 into reviews and stars and comments. 0:51:30.460 --> 0:51:31.340 Why are they doing that? 0:51:31.500 --> 0:51:32.320 Because they're nice. 0:51:33.320 --> 0:51:33.702 sure, 0:51:34.282 --> 0:51:35.422 but they're trying to make it easy 0:51:35.443 --> 0:51:36.384 for people to talk about 0:51:36.864 --> 0:51:38.125 the products that they sell, 0:51:38.204 --> 0:51:38.826 essentially them. 0:51:39.445 --> 0:51:42.327 So I think Kenyon brings up that emotion. 0:51:43.309 --> 0:51:45.110 When I do communications evaluations, 0:51:45.251 --> 0:51:46.172 people talk and talk and 0:51:46.192 --> 0:51:46.992 talk and talk and talk, 0:51:47.012 --> 0:51:47.393 and people are like, 0:51:47.413 --> 0:51:47.992 are you even listening? 0:51:48.413 --> 0:51:48.733 I go, yeah. 0:51:49.233 --> 0:51:50.695 I write down every emotion word I hear, 0:51:50.835 --> 0:51:51.576 negative and positive. 0:51:52.577 --> 0:51:53.898 And then I go back, hey, 0:51:54.077 --> 0:51:56.619 I heard with Kenyon, I heard you were 0:51:57.202 --> 0:51:58.143 I heard scared in there. 0:51:58.163 --> 0:51:58.902 Did I get that right? 0:51:59.563 --> 0:52:01.065 Using a little Chris Voss, right? 0:52:01.344 --> 0:52:04.068 Making sure I heard what 0:52:04.088 --> 0:52:05.588 they said or that was accurate. 0:52:06.889 --> 0:52:08.231 So if I mapped out a plan of 0:52:08.271 --> 0:52:09.291 what it would actually be 0:52:09.331 --> 0:52:12.775 like from day zero to day 100, 0:52:12.775 --> 0:52:14.135 would that make you feel 10% better? 0:52:14.175 --> 0:52:14.275 Yeah. 0:52:16.192 --> 0:52:17.652 What if I laid exercises 0:52:17.773 --> 0:52:20.255 over that timeline from day 0:52:20.275 --> 0:52:21.155 zero to day 100? 0:52:21.155 --> 0:52:22.557 Would that make you feel more secure? 0:52:22.717 --> 0:52:22.938 Yeah. 0:52:23.237 --> 0:52:24.418 What if I put my text, my phone number? 0:52:24.438 --> 0:52:25.219 You could text at the bottom 0:52:25.239 --> 0:52:25.940 right hand of that screen 0:52:25.960 --> 0:52:26.942 or that PDF I'm going to give you. 0:52:26.961 --> 0:52:27.762 Would that make you feel better? 0:52:27.882 --> 0:52:28.103 Yeah. 0:52:28.862 --> 0:52:29.364 Yes, yes, yes. 0:52:30.324 --> 0:52:31.565 And not just to get him saying yes, 0:52:31.626 --> 0:52:32.806 because you've accurately 0:52:33.728 --> 0:52:34.708 done something to not 0:52:34.748 --> 0:52:35.728 completely remove the 0:52:35.768 --> 0:52:37.451 emotion from Kenyon's path, 0:52:38.210 --> 0:52:39.713 but you've done incremental things. 0:52:40.052 --> 0:52:40.713 You think he's now going to 0:52:40.733 --> 0:52:41.655 choose you over someone else? 0:52:41.934 --> 0:52:43.195 Yeah, I think so. 0:52:44.099 --> 0:52:45.059 I know we're about a minute 0:52:45.099 --> 0:52:46.121 away from wrapping up, 0:52:46.181 --> 0:52:47.442 but two quick things. 0:52:48.061 --> 0:52:48.681 Next week, 0:52:49.083 --> 0:52:50.824 I think we should target and 0:52:50.923 --> 0:52:52.485 talk about topics related 0:52:52.525 --> 0:52:55.347 to students that are DPT students, 0:52:55.427 --> 0:52:58.449 PTA students, and anything close to that. 0:52:59.449 --> 0:53:00.992 But related to the most 0:53:01.072 --> 0:53:04.193 common comment I get, and I hardly ever, 0:53:04.414 --> 0:53:04.833 ever, I mean, 0:53:04.853 --> 0:53:06.416 we're talking a fraction of a percent. 0:53:07.351 --> 0:53:08.972 But the most common negative 0:53:09.052 --> 0:53:10.512 comment I get is, 0:53:11.233 --> 0:53:13.253 this person never had a knee replacement. 0:53:13.333 --> 0:53:14.695 How can he talk to me about 0:53:14.755 --> 0:53:16.474 the pain related to a knee replacement? 0:53:16.994 --> 0:53:18.936 And my comeback is always the same. 0:53:18.976 --> 0:53:20.317 Like Jimmy said, it's empathy. 0:53:21.436 --> 0:53:21.896 I can't, 0:53:21.996 --> 0:53:23.338 I can't even imagine what you're 0:53:23.358 --> 0:53:23.898 going through. 0:53:23.918 --> 0:53:25.277 I've never experienced that 0:53:25.318 --> 0:53:26.438 you're 100% right. 0:53:26.978 --> 0:53:28.498 The only thing I can do is 0:53:28.599 --> 0:53:29.500 help to share the 0:53:29.559 --> 0:53:31.760 experience of hundreds of 0:53:31.860 --> 0:53:33.460 other patients that I've 0:53:33.521 --> 0:53:34.822 seen over the last 20 years. 0:53:35.922 --> 0:53:37.083 and hope that that brings 0:53:37.123 --> 0:53:38.385 you useful information that 0:53:38.425 --> 0:53:39.485 you could help in your journey. 0:53:40.246 --> 0:53:41.748 That's always my response to that, 0:53:42.568 --> 0:53:43.889 but that's the only thing I ever get. 0:53:44.150 --> 0:53:45.172 How do we wrap up the show? 0:53:45.932 --> 0:53:46.492 Parting shots. 0:53:46.512 --> 0:53:47.835 What do you want to leave with everybody, 0:53:47.855 --> 0:53:49.456 Dave? 0:53:49.856 --> 0:53:51.217 A single point, an overall point, 0:53:51.237 --> 0:53:51.719 whatever you want. 0:53:51.739 --> 0:53:52.139 Parting shots. 0:53:52.945 --> 0:53:53.465 Parting shot, 0:53:53.965 --> 0:53:55.447 the top of the show about the 0:53:55.588 --> 0:53:56.648 Taylor Swift marketing. 0:53:56.969 --> 0:53:57.208 Again, 0:53:57.789 --> 0:53:59.590 it was remarkable because Jimmy sent 0:53:59.630 --> 0:54:00.211 us pictures. 0:54:00.572 --> 0:54:02.574 We chatted about it privately. 0:54:02.634 --> 0:54:03.855 Then we put it on this show. 0:54:04.514 --> 0:54:06.036 And so it did its job. 0:54:06.056 --> 0:54:08.219 So think of that for your future marketing, 0:54:08.278 --> 0:54:09.559 your awareness, your campaigns. 0:54:10.221 --> 0:54:11.402 How can you use that type of 0:54:11.601 --> 0:54:14.583 technique ethically in your marketing, 0:54:14.643 --> 0:54:15.164 in your branding? 0:54:15.454 --> 0:54:16.255 getting someone to pay 0:54:16.335 --> 0:54:17.916 attention and spend time. 0:54:17.936 --> 0:54:18.677 That's what they wanted, right? 0:54:18.757 --> 0:54:20.237 Like if you break it down, 0:54:20.257 --> 0:54:21.277 they wanted you to pay 0:54:21.318 --> 0:54:22.739 attention to this and then 0:54:22.818 --> 0:54:26.860 come to booth 50, 70 to spend time. 0:54:27.221 --> 0:54:28.302 And then they're 0:54:28.621 --> 0:54:30.643 interviewing you from second number one, 0:54:30.722 --> 0:54:31.884 whether you win the tickets or not. 0:54:32.204 --> 0:54:32.744 Think about this. 0:54:33.025 --> 0:54:35.646 The tickets are the worm on the hook, 0:54:36.326 --> 0:54:37.567 but you might want to be caught. 0:54:37.626 --> 0:54:38.126 You're the fish. 0:54:38.146 --> 0:54:39.208 You might want to be caught there. 0:54:39.913 --> 0:54:40.132 Also, 0:54:40.152 --> 0:54:41.074 they're probably not going to pick 0:54:41.934 --> 0:54:42.894 the names out of a hat 0:54:42.914 --> 0:54:44.657 because the team probably 0:54:44.677 --> 0:54:45.336 has several tickets. 0:54:45.356 --> 0:54:46.538 They're going to Taylor Swift. 0:54:46.737 --> 0:54:47.458 And then there's one more 0:54:47.518 --> 0:54:49.019 for you at the booth, right? 0:54:49.300 --> 0:54:50.621 And whoever they like the most, 0:54:51.001 --> 0:54:52.523 that would be their desired 0:54:53.143 --> 0:54:54.123 candidate that they would 0:54:54.143 --> 0:54:55.065 like to potentially hire 0:54:55.204 --> 0:54:56.144 from meeting whoever. 0:54:56.706 --> 0:54:57.567 That's who they're going to pick. 0:54:57.666 --> 0:54:59.047 And it's probably by chance. 0:54:59.088 --> 0:54:59.447 I don't know. 0:54:59.688 --> 0:54:59.867 No. 0:55:00.188 --> 0:55:02.447 That's how I'm making these giveaways. 0:55:03.168 --> 0:55:04.849 At a Novocare booth years ago, 0:55:05.608 --> 0:55:06.528 I magically won a 0:55:06.548 --> 0:55:08.028 Philadelphia Eagles signed football, 0:55:08.048 --> 0:55:08.389 and I was like, 0:55:08.429 --> 0:55:10.730 there's no way I won this. 0:55:10.889 --> 0:55:13.230 And the guy buttered me up the whole day, 0:55:13.289 --> 0:55:14.150 and he's texting me, 0:55:14.351 --> 0:55:16.851 and then I magically won this. 0:55:17.231 --> 0:55:18.271 I'm not saying you're not wrong. 0:55:18.510 --> 0:55:19.431 I will say I got advice 0:55:19.490 --> 0:55:20.512 early in my radio career 0:55:21.271 --> 0:55:22.192 that you can do that. 0:55:22.391 --> 0:55:23.891 You can fake a contest. 0:55:24.831 --> 0:55:26.172 And the minute you do that, 0:55:26.592 --> 0:55:27.753 and one person says 0:55:27.793 --> 0:55:28.413 something about that... 0:55:29.103 --> 0:55:30.005 You can't wash it off. 0:55:30.025 --> 0:55:31.005 So I'm not saying it doesn't happen. 0:55:31.126 --> 0:55:31.425 It does. 0:55:31.806 --> 0:55:32.347 It does happen. 0:55:32.907 --> 0:55:33.967 I don't go anywhere near it. 0:55:34.289 --> 0:55:34.548 You're right. 0:55:34.628 --> 0:55:35.730 I'm just guessing. 0:55:35.889 --> 0:55:36.831 I don't go anywhere near it 0:55:36.851 --> 0:55:37.771 because all you need is 0:55:37.791 --> 0:55:38.932 someone on your team to now 0:55:38.972 --> 0:55:40.074 go work for another team and go, 0:55:40.434 --> 0:55:41.315 Jimmy Fix Contests. 0:55:41.715 --> 0:55:42.777 And now you can't wash that 0:55:42.836 --> 0:55:44.077 off because that's branding too. 0:55:44.657 --> 0:55:45.259 So I'm like, listen, 0:55:45.278 --> 0:55:46.519 I know you want to give it to this, 0:55:46.699 --> 0:55:48.021 but listen, do that. 0:55:48.422 --> 0:55:49.101 Give that person it. 0:55:49.161 --> 0:55:50.382 But you got to pull a random 0:55:50.422 --> 0:55:51.043 winner for nothing. 0:55:51.063 --> 0:55:52.364 You have to do two prizes then. 0:55:52.505 --> 0:55:52.985 You have to. 0:55:54.115 --> 0:55:55.199 Tony, what's your parting shot? 0:55:55.519 --> 0:55:57.105 Dave, that's the most Brooklyn, 0:55:57.164 --> 0:55:58.889 New York thing I can 0:55:58.989 --> 0:56:00.494 imagine someone saying. 0:56:01.076 --> 0:56:01.597 I love it. 0:56:01.994 --> 0:56:03.514 Hey, I don't know if I ever told you, 0:56:03.554 --> 0:56:05.315 my dad was born and raised in Brooklyn, 0:56:05.356 --> 0:56:05.695 New York. 0:56:06.177 --> 0:56:09.818 My parting shot is, look, 0:56:09.918 --> 0:56:11.219 you take a plain white 0:56:11.280 --> 0:56:12.880 t-shirt with a Fruit of the 0:56:12.920 --> 0:56:14.242 Loom logo on it and it's 0:56:14.282 --> 0:56:14.983 worth three bucks. 0:56:15.603 --> 0:56:17.563 You slap a Nike swoosh on it 0:56:17.664 --> 0:56:19.726 and it's worth 33 bucks. 0:56:19.965 --> 0:56:24.009 If you want to earn more as a W2 employee, 0:56:24.548 --> 0:56:26.449 start putting out content, 0:56:26.469 --> 0:56:27.851 start building your brand, 0:56:27.891 --> 0:56:29.132 build your network, 0:56:29.813 --> 0:56:31.753 and your net worth will go up. 0:56:32.434 --> 0:56:33.534 Yeah, 0:56:33.614 --> 0:56:35.175 I would say start and you're going to 0:56:35.195 --> 0:56:35.637 be terrible. 0:56:35.836 --> 0:56:37.097 If I had the cassette tapes 0:56:37.117 --> 0:56:38.478 for my first radio broadcasts, 0:56:38.579 --> 0:56:39.559 you would it would be nails. 0:56:39.579 --> 0:56:40.360 You would never say that 0:56:40.380 --> 0:56:41.001 this person was going to 0:56:41.041 --> 0:56:42.121 make it 10 minutes in radio. 0:56:42.581 --> 0:56:44.443 I was willing to suck and 0:56:44.483 --> 0:56:45.704 then I was willing to get a 0:56:45.784 --> 0:56:46.525 little better and I was 0:56:46.565 --> 0:56:47.686 willing to do the pushups 0:56:47.905 --> 0:56:49.686 because I wanted the triceps. 0:56:50.047 --> 0:56:50.168 Right. 0:56:50.208 --> 0:56:51.068 It was I wanted the pecs. 0:56:52.208 --> 0:56:54.030 So if that's what you want, 0:56:54.311 --> 0:56:55.552 then do it now because 10 0:56:55.552 --> 0:56:57.313 years is going to pass regardless. 0:56:57.894 --> 0:56:59.856 And don't try to be someone else. 0:57:00.177 --> 0:57:01.998 It's effort to try to be someone else. 0:57:02.197 --> 0:57:05.141 If I tried to do other people's content, 0:57:05.221 --> 0:57:06.342 it'd be effort and you'd 0:57:06.601 --> 0:57:07.342 see right through it. 0:57:07.563 --> 0:57:09.885 So any tips for students and 0:57:09.905 --> 0:57:10.965 future PTs that may feel 0:57:10.985 --> 0:57:11.547 like they're behind? 0:57:11.586 --> 0:57:12.487 Behind in what, Kenyon? 0:57:13.143 --> 0:57:13.963 How are you behind your 0:57:14.103 --> 0:57:15.503 future PT or exactly where 0:57:15.523 --> 0:57:16.065 you need to be? 0:57:16.085 --> 0:57:17.385 I would say come back. 0:57:17.545 --> 0:57:19.186 I would say come back next week and we'll, 0:57:19.306 --> 0:57:20.467 we'll spend a whole time 0:57:20.507 --> 0:57:21.208 talking about that. 0:57:21.327 --> 0:57:23.168 Be more specific in the comments, Kenyon, 0:57:23.248 --> 0:57:24.829 and we will make your questions. 0:57:24.949 --> 0:57:26.170 We'll answer your questions first. 0:57:26.190 --> 0:57:26.831 Cause there's a lot. 0:57:26.931 --> 0:57:27.992 I need, I need to know more. 0:57:28.032 --> 0:57:29.152 I need to behind it. 0:57:29.271 --> 0:57:30.253 What man you're asking. 0:57:30.293 --> 0:57:32.173 You're somehow you followed 0:57:32.273 --> 0:57:33.094 one of us on LinkedIn. 0:57:33.958 --> 0:57:34.478 And you're here. 0:57:34.878 --> 0:57:36.199 So feel like you're behind on what? 0:57:36.478 --> 0:57:37.440 You're already ahead of the curve. 0:57:37.460 --> 0:57:38.559 You're on the bleeding edge, man, 0:57:38.579 --> 0:57:39.659 because we're at, no, no. 0:57:39.800 --> 0:57:40.719 But what it tells me is 0:57:40.739 --> 0:57:41.860 you're looking for things 0:57:42.039 --> 0:57:43.141 and that tells me that you're not behind. 0:57:43.681 --> 0:57:44.621 For next time, 0:57:44.641 --> 0:57:46.621 I also think that Tony's 0:57:46.661 --> 0:57:47.900 probably under-monetizing 0:57:48.320 --> 0:57:50.041 ChoosePTFirst.com and Jimmy 0:57:50.161 --> 0:57:50.561 is probably 0:57:50.601 --> 0:57:52.961 under-monetizing the PT to PT 0:57:53.021 --> 0:57:53.601 referral group. 0:57:53.681 --> 0:57:54.782 I told him before, 0:57:54.943 --> 0:57:55.943 I've probably generated 0:57:55.983 --> 0:57:57.402 like 20 grand off of new 0:57:57.422 --> 0:57:58.862 patients from Jimmy's Facebook group. 0:57:58.882 --> 0:58:00.163 Off the Facebook group that I started. 0:58:00.182 --> 0:58:01.684 That's another topic for the future. 0:58:01.764 --> 0:58:02.443 We all got to run. 0:58:02.463 --> 0:58:03.224 Let's wrap up. 0:58:03.643 --> 0:58:04.125 all right all right 0:58:04.144 --> 0:58:05.186 gentlemen I'm gonna play 0:58:05.286 --> 0:58:07.030 the uh the outro I will not 0:58:07.070 --> 0:58:07.992 sing again but we'll see 0:58:08.032 --> 0:58:08.994 you guys same bat channel 0:58:09.233 --> 0:58:10.376 same bad time next thursday 0:58:10.396 --> 0:58:11.498 morning at 8 30. thanks guys