Stop Overthinking Content. Start Getting Reps.

0:00 i don't want to see like you know broadcasting way too early from three separate wi-fi connections it's pt breakfast club with tony maritato dave kittle and jimmy mckay Couple pairs of shorts is different than dropping a grand on microphones, though. Tony and I are talking about people starting podcasts, which fits right in with what we're gonna do here. It does. And I sort of like to lower the bar, ironically. Well, I lower one bar, but I'm gonna raise the other. Today, we're talking about raising the bar on the other side. a lot of people will go to start a podcast or a youtube channel or instagram and they'll go you know i saw this really cool camera or i saw this really microphone there's a drone that'll follow you around trust me come to my basement i got toys i got microphones i got drones i got and i'm i try to be a little more discerning than the average not every i'm not the most discerning but i do have that sort of like We've all had it.

1:05 Buyer's remorse. Oh, yeah. Buy it. It's going to solve all my problems. And then two months later, you're like, I dropped five hundred, a thousand. And it hurts. Right. When you look at that thing that's that's collecting dust in the corner and now you remember, but you don't want to get rid of it because now there's an emotion. I will. I'll get to it. There's the there's the clothes hanger. I'm sorry. The treadmill that I bought that is now drying clothing. Right. So Tony and I were talking just before we hit go and we are going to get into something very, very different. And this is interactive, but it's interactive not just while we're alive right now. This will be interactive for the next thirty days in October.

1:46 But I'll wrap with this. Had a great time at APTA Florida. Their annual conference dropped a keynote. I spent a lot more time practicing And I like to think I'm pretty good in front of a crowd. I've got twenty something years worth of experience and I practice because it matters. Like, you know, a couple hundred people were paying to be a couple hundred people were paying to be there. They weren't paying to be there to see me. but I had an opportunity, and you know damn well, I was like, they're gonna leave this room, and, twenty percent of them is, I want them to remember one thing in a week. That was my goal, right? And that sounds low, but ironically, that's a high goal. And, thought it went well, I shared the keynote, because I have some toys, I bought a couple of, I got the Osmo Pocket Three.

2:34 Okay, yeah. It's essentially a little camera, it's a little bit bigger than an electric toothbrush. but there's a feature on it, I can double tap the screen and it'll follow me around the stage if I move. So dope, it's as if I have a camera operator. That went well, that's up on my YouTube if you wanna see it. I heard from some people, it did make a couple people cry, cause I did, I told some personal stories. And the last thing I'll say is I met a student, I'm not gonna call her out. Most people tell me, I want to start a podcast like you did. And I say, so I say, here's my number. If you don't call in the next seven days, the offers off the table, but the offer is this it's free, free. I will hang out with you. I'll talk to you for an hour. I will answer every question. I'll record it.

3:14 I'll give you the notes. She followed up on Tuesday and we talked for an hour. And then the next offer is I will, you book another call in the next thirty days. It's gotta be thirty days, but you have to have recorded one episode. and I have to be able to hear it, like really just to prove it, right? And I gotta be honest, at first when I met her, she seemed a little shy, but she followed through. I don't care if your personality is not big. She followed through, which will be the theme of what we're going to talk about today. We do not need you to be the best at anything. It doesn't mean we don't want you to get better, but I don't need you to be the best at anything to start.

3:55 The thing that will make the difference is following through. This sounds like we're talking to third graders, but the rules still apply. Following through will put you ahead of more than ninety percent of the people that you're, quote, competing with. Ironically, you're not competing with anybody. You're competing with indifference. You're competing with not showing up. So now Tony's going to hijack the podcast for this. I feel like we need to do like a beep. It's been hijacked. So you had this cool idea and let's lay the idea out. And then I like how we're giving it some pomp and circumstance. And we're going to we're going to kick it off. You're going to kick this idea off soon. Yeah.

4:36 Today. Right now. We're going to kick it off right now. This comes from you and I've been doing this stuff forever. Right. It's just we've got the reps. We've got the sets. We've done it. Like you said, you just got to take that step. It doesn't matter how much you understand what walking is, what walking looks like, how to walk. You read all the books about kinematics and kinesiology. You got to take that step. You got to do it. Yeah. So what I did was I said, every year I've done this March Media Madness campaign. And it always does really well. And we've had people launch really great channels with it, grow their channels.

5:19 You had an interaction with a therapist who we both know who was ready to pay thousands of dollars to hire somebody to help them build their YouTube channel. I'm like, same like you. Why would you do that? will's here will wants to relaunch his podcast as well so i was like okay let's just do a challenge it's good for me it's good for jimmy it's good for dave it's good for all of us What are you reading? I'm actually adding, I didn't add your YouTube before we started. So I added it now. So that's what we did. And like most things, Jimmy and I both, we love to build in public. Dave, he's totally open to content and critique and criticism.

6:02 Dave's like the kid, if we were teaching class, Dave would be the guy in the beginning, in the back of the room. And now he's in the front of the room going, got it, I'm in. Which is cool to watch someone change like that, like, Oh, I do see some results. And it's not because we're selling something. It's because you just did the push ups. yeah yeah so so here's the deal the the challenges are easy it's very simple we don't charge anything for the challenges just join along in what we are already doing i come from i was never an athlete like my wife major athlete scored a thousand points in basketball hall of fame played in college played in high school played soccer basketball just comes from a super athletic family That's not me.

6:50 But I did spend time in a martial arts academy. I did grow up like doing jujitsu, doing Muay Thai, doing things, Kali. So I'm like, all right, how can I leverage some of my background? How can I leverage some of the things that I want to do? And what do I want to do now? Right now, my personal challenge is I want twenty pieces of content a day, twenty unique pieces of content. You guys know I've done it, but I'm not doing it consistently. Right. I want ten of those pieces of content to be reels. So I'm like, all right, I got to hold my feet to the fire a little bit. Let's make it a public challenge. Let's open the door to whoever wants to join. But I'm like, I can't expect somebody like the student you were talking about to jump in with twenty pieces of content a day.

7:36 I can't handle twenty pieces of content every day. So I'm like, all right, let's go to the martial arts academy. Let's make it a dojo. This is our dojo. This is our training center. You got a white belt who hopefully, you know, they're just getting started. They see the value of media. They want to start building the habits, getting the reps, building the routine. They come in at the very beginning. Look, one piece of content a week. Then you start moving up the ladder. And did you ever do martial arts? Do you understand the belt system? I understand that. Oh, everybody understands the system, which is why it's such a great system. Even if you don't do martial arts, you sort of at least understand the framework and you're like, I get it.

8:16 Something is worth something and more. So the way going a little bit deeper, though, the metagame behind the game, the idea behind the belt system is there used to be a white belt and a black belt. There was nothing in between. Oh, really? I didn't know that. And so theoretically what it is and the reason why I think of this like resistance bands, we're going to play right into that. It starts white. And as you train and as you practice and as you build the reps, you start getting dirty. The belt gets dirty. You never wash the belt. And you can understand as the belt gets dirtier, it gets darker. So you go white belt, yellow belt, orange belt, blue, green.

9:00 Yeah, all the way through brown. Then you've got levels of brown and then eventually black. What I think is most exciting about that progression So they say you're always a white belt. No matter how advanced you are, you're always learning, you're always advancing. Once the belt gets to the black belt level, you actually keep that belt. The belt starts to lose some of the color because you're training in the same belt. The black belt now eventually starts to turn white and a black belt who's been training an additional ten, twenty, thirty years, they're back to a white belt. you know and it's just such an awesome model so i'm going to use that model for this challenge it's going to be real r-e-e-l even though it is it is also r-e-a-l even though these are just videos that can grow your youtube channel not just your facebook um it's going to be the um oh man i was working with this last night now i'm confused i think it's the the rehab real challenge okay Rehab because we're all PT, OT, SLPs here.

10:06 Real because that's what we're putting, but it's also a R-E-A-L, real challenge. And the idea is you start where you are. You know, you don't have to jump in at a brown belt level. You come in as a white belt if you're a white belt. If you already have an audience, if you already are producing content, we want to move to the next level. That being said, it's a twenty eight day challenge. I'm going to just hit the highlights real quick and then we can discuss it. It starts now, but October first will be the first published date. Got to have something. And that's that's the homework assignment for today. have something to publish on October first. It could be a picture, it could be a text post, it could be a video, it could be whatever your level requires for you to do that first step, to take that first piece of action.

10:58 And then I'm going to now today I hijacked the podcast. I'm going to do these separately from the podcast, but everybody's invited. I'll do today's session. I'll do one Tuesday next week and then weekly until we hit the end. The end will be October twenty eighth. So it's a twenty eight day challenge for weeks. Super clean, super easy. And we will we will bring a leaderboard, which is really just, hey, how did you do? You know what? What what? kicked off for you what didn't work for you we're going to work through those things so from that point let's bring you back in what are you thinking like what what gets you excited why should somebody do something like this um the woman that reached out to me and said hey i've got someone who's going to sell me a nine thousand dollar youtube challenge program to help you grow your root tube i don't know what was in that challenge but what she was really trying to buy, whether she knew it or not, was someone doing it with her.

11:56 Listen, I bought a house three years ago. I renovated my kitchen. I is doing a lot of work in that sentence, right? I had people with me. I would have never taken on the challenge of knocking a load-bearing wall down, Tony. I don't even, I didn't know what a load, I sort of knew, but not really. Is this safe? Do we need engineers, right? We did things and we yanked cabinets out. I was like, I don't know, paint the cabinets? My buddy's like, you can't do that. not going to look great and you want great so my buddy with me was the reason i didn't need permission to do any of this stuff but i knew enough to know i didn't know enough and that's really what you're trying to buy here which is this is why group exercise classes are fantastic this is why if you're going to join a marathon you're going to run a marathon you join a running club if you're going to do a triathlon you it's it's the group dynamic i did triathlon for years i want to get back into it so kevin coach kevin if you're listening buddy I'll give you a call.

12:51 We'll do twenty twenty seven. I chose what I like to do in the group. There's obviously three sports and triathlon. I didn't like swimming with a group. I was like, I like to do that alone. I like running alone. Cycling, though, was my weakest link. I knew I'd skip out. It's the largest proportionately part of the triathlon. I made it a point to ride with a group. Not all the time, but the long rides on Sundays, it was a group ride. And I actually liked bike riding more when I was with a bunch of people. So I want it to feel like that. So we have the element of that too, right? Because we have a Facebook group. So we sort of had this place of accountability. Put your thing down. If a Facebook group is such a great place for content, right?

13:32 It's like, because you can share a picture, an image, an article, a reel, a video, long form, short form. And then the rest of the group, I got to be honest with you. You think they're going to tear you apart, right? you're gonna be a little nervous. You're apprehensive. I get it. I created radio for fifteen years. I've been doing podcasting for ten. I don't love the sound of my own voice. I'm a little bit, like I was watching my keynote again. I had to turn it off because I'm like, oh, I think I screwed up here. Didn't I skip the slide? We're all... Doing that. All of us. That's sort of why I liked radio. Once I was done making it, it was sort of gone. I was like, yep, moving on. My memory of that is all I've got. It was great. It was perfect. It was great. It was perfect.

14:12 I want you to have either a shorter memory or no memory. or I want you to have a long memory and watch your grow. So you choose. So I think it's a great framework. And again, the cost is free, but the cost isn't free, because you still have to do it. So I could charge, this is almost where we've debated before, where like if we should charge a hundred dollars, And then we'll give the hundred dollars back if you complete, if you get a ninety or better. And a ninety or better just means you did ninety of the things. Because ironically, that's where the magic lies. That's where it is. So at first, I think I messaged you in the group chat. I was like, this has...

14:53 This has one of the two important elements. I don't think I read that it had a name. You know me. It's got to have a name. So at first, I didn't see the name. So I was like, it needs a logo. If you're watching my live stream, content dojo, the clinician creator challenge, or maybe this one here, right? Get your reps, twenty-eight day challenge. Right? So I like that. The real, you said the real challenge. I talked to students at Moravian University two days ago. And I said the one thing in front of an academic, in front of faculty, I said, my least favorite thing in PT school was all those stupid reflections they made you do. Ironically, when I do that now, I actually grow and learn a lot.

15:37 I hate that, they were right. But when you're a student, you don't have time for that. This is the kind of thing you can do and reflect on when you have time. And the fact that we're starting on the twenty fourth is going to give you some breathing room, which is usually something that people say. Well, it's the whole thing. You know, one of the ideas is, OK, whether I'm marketing physical therapy, whether I'm marketing, whatever I'm doing. There is a what is the transformation? What am I really buying? Like you mentioned, you buy a treadmill. It's not because you want a treadmill. It's because you want to get in shape. You want to exercise. You want to start walking or running or. So in something like this, it's not about the content.

16:19 The content is kind of the end result, the goal. It's about understanding, okay, why am I not making content? What am I waiting on? What am I missing? What's holding me back? And those are real challenges. Like even for me right now, I've got an unreasonable number of daily notes that need to be done. I've got a schedule of patients that are waiting to be seen. The people that are here, the people that are going to do this, they have those very real challenges. They also have the psychosocial challenges. You know, I don't like hearing my voice. I will never record. I still don't record in front of my wife.

17:01 I don't record in front of my kids. It's just something that I have to do separately. Yeah. And I've done tens of thousands of videos. So it's like, I want this to not just be about the logistics, the mechanics. Okay, how do you hit record? How do you record during a busy day? Like for Dave and stuff like that. I also want it to be that psychological component of, I know that I should be doing this. Why am I not doing it? What's holding me back? How do I deal with that? A big one is the reward. Like you look at psychology, we understand, okay, there's a variable reward. I pull that slot machine handle, which they don't do that anymore.

17:44 Now it's just pushing the button. uh i i can't i don't want to win every time because then it's boring right right right how does somebody with twenty seven subscribers keep making content that's getting twelve views yeah because they never get the variable reward like i still have a chance once a month once every two months i'll hit a million two million five million views on a post Somebody with twenty seven followers is not going to get that. So they have to figure out how do I build my own reward system to keep that that endorphin dopamine going until I get to where, OK, now the algorithm is going to reward me.

18:25 That's where the belt system comes in, right? I wrote an ad or I created an ad for APTA's CSM last year where I said, why should I come to CSM, right? And everybody talks about the features, CEUs and courses and blah. And I go, come see future versions of yourself everywhere. That's the result. You don't want to just go to Anaheim or this year it's in Philadelphia. You want to go and either there's a tipping point. You want to either see future versions of yourself or you want to be able to help people become future versions of themselves, right? That's sort of why most academics do this. It ain't for the pay. Like, trust me, I've talked to academic friends. It ain't for the pay, right? And the schedule's good, but it's getting worse.

19:07 They have more work. So it's like, what do you want to become? One thing I will add to this, and I'm sure I'll do it throughout the challenge, we should have, like, an update. We should do, like, a hot ten every episode throughout the month of October. Like, let's shout people out. Let's give them the public recognition. Oh, here's a crazy idea. Let's give out awards. let's and let's bracket it if you start out with three thousand subscribers we're not going to put you in the same bracket as someone who starts with zero that's not fair it's not fair most improved like biggest variable let's have all sorts of categories i got a three printer i'll print out some i'll print out some weird trophies let's get weird um but the thing i was going to say was uh We've sort of Kim Kardashianed ourselves.

19:56 I helped a friend start a podcast, Katie Sutton. She kept saying, well, I'm just a PTA. I'm just a PTA. And I was like, I need you to get that word out of your mouth. Now her podcast is PTA Plus. Now it is an ad, not a subtract. And she was like, I'm getting like, eight hundred listens an episode. And I was like, What's your TAM? What's your total addressable mark? How many PTAs are there that speak English, right? And you're getting eight hundred or something per episode? What would that look like in a room? If you rented out a bar and said, I'm gonna bring eight hundred people, the bar would go, can't do it, too many. I need you to put it in perspective. That's what I want this challenge to do. i want to bring dave in because i want to get dave's perspective but real quick i've got to share an embarrassing fact i was listening to occupational therapist assistants on tick tock yesterday i had i just said it i had no idea It's occupational therapy assistant, but it's physical therapist assistant.

21:00 Yeah, we're bad. I am dying to hear the background on how this happened and how they're not the same terminology. Do you know why you probably never heard that? It's because they call themselves CODAs. Like they use the acronym. PTA is just saying P-T-A. We don't say it's S-C-U-B-A. We say SCUBA. There's a word for that, like where it's the acronym or when the acronym becomes, someone will shout it out, when the acronym becomes the word. I didn't know that either because my aunt is one, my cousin is one, and they just call themselves CODAs, which kind of sounds cooler, I gotta be honest with you. All right, Dave, you have made a huge push putting out tons more content you got onto tick tock recently um i want to hear a little bit of the context behind one how's it going and two how did you get that into your daily routine because before you came on jimmy and i were talking and we said like people are busy They're treating patients, they're doing documentation, they're submitting claims, they're following, yeah, they have family, they have personal lives.

22:00 You were able to add this into your daily routine. Did you have to take something away? Did you just layer it on top of something you were already doing? How's it going and how did you get it to happen? Uh, well, first of all, you guys, both of you have been a big push, right? Cause I, whether it's, uh, we want to attract more patients. So Tony has said he'll put out a bunch of content and then people will call him from other States to consult with him. So I was like, huh, that's interesting. Like, and we know Tony's great. Now Tony's super humble and he's like, I'm not, I'm just like a regular physical therapist. Right. So like, that's why I wanted to join this video. That's why I wanted to talk about this whole challenge because, um, Anyone can do this.

22:45 You just have to go on and do it. So in terms of my regular workflow of my day, like sometimes I'm doing these in the subway, uh, where it's like, you know, on and off wifi and it takes a while to, you know, and it's frustrating to even to lose wifi. Which by the way, for your brand is dead on, like, like dead on, like do not do anything in a studio for your brand at all. No, but I'm saying I'm uploading the worst part of this, by the way. By the way, there are bad parts of this whole experience. The bad part for me is uploading the stuff, especially whether it's Instagram. And for me, TikTok sometimes takes longer to load, way more than Instagram.

23:26 The uploading the post to the platform is by far the worst part of this whole experience. And Tony's talking about twenty pieces of content a day. And I want to ask him, I don't know, is that twenty videos and reels? Is that LinkedIn posts or like like text posts only? Because twenty videos a day uploading for me, I'm like, OK, I would have to be either at home or at the clinic where it's solid Wi-Fi, because if I'm doing it in the subway where I'm on cellular data, it is horrible. Almost impossible to upload two to four pieces of content a day, two to four videos. Obviously, the thirteen. Yes, for me. I don't know if it's for you guys, but the thirteen second videos upload faster. Some of my videos are like a minute or two because it's like a little longer form and they take so long.

24:11 So I want to I'm kind of like a little bit audience today. I want to get Tony's and Jimmy's feedback on these challenging moments. because these are the things that I think hold other people back. I don't have any of the fear version of I don't care what any of you guys think. I don't care what any person on TikTok comments and says, you know, Ethan. It's just Ethan, not Dr. Ethan. It's Ethan only, right? Thanks for the engagement. Yeah, thanks for the engagement. I'm years beyond caring about what it looks like or if I don't check all the captions properly, something is misspelled or whatever. But I do hate... The manually uploading, and I'm going to jump off this soapbox for a second.

24:53 I know that I previously mentioned on the show that I wanted to just outsource this, but Tony still does it. So it's like, what am I doing wrong? I'm not on solid Wi-Fi. I'm talking about workflows right now. But I just want to spit out real quick my frustrations. Those are the things that hold me back from, that's what limits me to go from like, forty to twenty reels a day. So help me out, guys. And by doing so, I think you'll help out other people. Agreed. I've never even thought about this as a limiting factor. So I think we're going to find some weird problems. We did a thing with Prompt a couple of weeks ago. We brought practice owners together and did some roundtables. And the coolest part was I'm new at Prompt.

25:35 I thought I was gonna have to sit there when someone threw out a question, I was gonna have to like figure out the answer. I kept my mouth shut for half a second longer, which I know shocks all of you. And then next thing you know- That is shocking. The other owners who use Prompt were like, oh, we do this, we do this. So what I'm getting at is you're going to see other people who've already like figured out their own problem. They will not be able to hold back sharing their solution. That's the best crowdsource. That's what I think the internet should be used a little more for, which is like, I have this problem who has that. And then eleven people rush to their keyboard and be like, here's the instruction manual and let me show you how to solve it. So, yeah, we can get into the real nitty gritty, right?

26:15 Big picture is... Am I going to do this? Am I going to get over the psychological hurdle? How am I going to structure this? What strategy? All the way down to what Dave's talking about, which is like, can I make this faster? Can I batch share? Do I use a third-party app to schedule? I've done that before. I don't love it anymore. I like doing it. But we'll get into all of those things. And the last thing I'll say before I ironically shut up – That's what the Facebook group is going to be good at. Because someone's going to complain about something on Monday, and then three Thursdays later, someone's going to come across it. So it's going to be sort of a living library of problem, solution, solution, solution. That's what I hope this becomes. Yeah, and I think that's what we're best at as physical therapists, occupational therapists.

26:59 Like, we see a problem. This has been a problem. Let's develop a solution to that problem. I shared last night, I was sitting, I had thirty minutes. I got to practice early for one of my boys. I had thirty minutes in the car. I'm like, alright, I'm going to see how long it takes me to knock out five reels. I already had the questions ready. I didn't have to think of the questions that I was answering. They were already there. I've got a list of twenty eight questions. I was going through like six to eleven or something. So hit record, answer the question. Hit record, answer the question. So I go through it, I trim the front, I trim the back just on the native phone app. I upload to YouTube first.

27:41 What drives me crazy, and this is to Dave's point, on the YouTube platform, and the same with Instagram, I upload, I have to wait for it to upload. It could be a minute. It could be a minute. Then I have to add the captions and wait for the captions to render. It could be another forty seconds. then i title it then i save it i let it sit unlisted then i go to instagram what what do you mean by add the captions so so youtube studio the app you upload the video then in the app you add the native captions you just hit caption and it it processes the audio and then see the app that i use does it for me while while it's rendering the video that's not a part of the process for me The thing for that is, and this is what we don't know, I don't know that those captions, because I do that with CapCut sometimes, are as good as the native caption on the YouTube Studio platform.

28:37 Well, I know it shows up eventually because sometimes if I have captions on, I have captions on captions. Okay. So I know it shows up. I know it renders for me. Yeah, yeah. So anyway, so I do that. Then I go to Instagram. Then Instagram auto-posts to Facebook and to Pinterest. It took me exactly twenty-nine minutes to record and post five reels, each reel approximately forty to ninety seconds. So here's a good goal. Whatever that is, let's save twenty percent by the end of the month. Let's figure out hacks. Right. Like Alpesh here just chimes in. He uses this plan with two ends dot com. He scheduled the whole week. It's ten. It's ten bucks. Like we could have sections of the month where we're like, OK, let's talk about third party schedule schedulers.

29:20 Number one, should you use one or not? And then if you're gonna use one, here's the warts. I want the warts. I want the bad parts first. Cost, difficulty, does it throttle your posts? And then we get into the good stuff, which is it makes it easy, it's very visual, it gives me analytics. This content challenge will create more content for people like Tony and I, because we talk to creators, but hopefully it takes people like Dave and says, Oh, I never thought about that. That saves me twenty two percent on a task that I do sixty three times a month. That's a big savings time and money. Dave never answered the second question, which is how we increase content. We'll come back to that in just a second.

30:03 This goes back to, and you guys hear me say the meta game a lot. You know, there's the game, right? Poker, I want the best hand I could have. Then there's the meta game of poker. What do I think Jimmy has behind his hand? If Jimmy's not a great player, he might look at two pair and think he's got the nuts. He's got the best possible hand. I know his two pair don't beat my straight. But Jimmy might not realize that as a new player, but Jimmy is so excited, you know? And so like, what's the game under the game? I tell all of the people when I was teaching the Medicare billing course, any course that I teach, I'm like, look at this. Reverse engineer this. Al Pesh is here.

30:43 Scott's here. We've got other people in the chat. You guys showed up. You guys are giving me an hour or so of your most valuable time. Thank you. You could be doing other things that put money in your pocket right this second. How did we get you to show up? How did we get you to want to be part of this? I didn't sell you. I didn't convince you. I didn't pay ads to get you here, you know? And so it's like reverse engineer what Jimmy, Dave and I are doing right now and how we're working through this process. And then you can take that framework and put it into whatever you want. If you're a neurological specialist working on post-stroke rehab, Turn this into that.

31:25 Take this framework and then apply it to anything. I apply it to my total knee replacement community. Jimmy had mentioned like, we know people love to share their stories, love to share their solutions. I put a post out about, hey, what did you do for this? A thousand comments telling me what they did. Go ahead. I was reverse engineering. Like, like I think Dave and I were talking like, why is Tony's audience so engaged? Like, why does Tony put up a question? The graphic is not well designed. Like it's like the Facebook graphic. Right. And you ask a simple question about how long did you wait to do blobby blue after knee replacement?

32:08 And you get a thousand comments. And the answer to me is no. That's a really deep thing you went through. You've seen a knee replacement. Dude, they are black and decker. They are chopping off bone. And people, remember as a PT student, someone's like, I don't understand why this hurts so much. I'm like, sir, sir, they sawed bones. And now you have artificial things. So these people go through this like, I mean, it's traumatic, right? It's a traumatic experience. And people love to talk about themselves, right? In a good way. I'm defending that, myself included. They talk about themselves in their own context. That gives people conversation starters. Hey, where are you from? What do you do? It's why we ask those stupid questions.

32:49 How's the weather? Because we all experience it together. That's something you can use. The answer isn't just copy Tony. It's what is something... that this audience that I wanna speak to has gone through that's a deep emotional thing that they would, if someone asked, hey, have you ever done that? They'd talk for twenty minutes about their experience. Find those things, find those buttons, and you push on those buttons, push that button over and over and over and over and over and over. That's what marketing is. It's not saying a thousand different things. It's saying the same thing a thousand ways. Write that down. So Dave, what's the performance update on going from relatively low production, low view to where you are now?

33:33 In terms of, you're asking about performance or like outcomes or what we're seeing or what? yeah yeah just how is the tick tock channel going like that's kind of a newer endeavor you're putting in more effort to more video i think they're looking like great videos i feel like i'm starting to see comments and different things where what's going on i because i i don't want to i try to not i don't want to engage natively in any of these platforms. So I don't, I don't want to like scroll, right. I might, I might drop a like or a comment for one of your guys' posts, but like, really, I want to go on the platform. I want to just drop my post. I want to make my post and then I want to get off the platform. So, so TikTok, so, so TikTok, I am not, I have no idea.

34:17 I don't ask me any questions about TikTok. I have no idea what's going on TikTok. I don't know any of the dances or the trends or the anything. So I'll take the same, I'll take the video. Like I'll take one of the raw reels and with captions. And I posted to Instagram reels and I posted to tick tock. And we're getting more comments. What's what's interesting. What's hilarious is some of like most of our posts on tick tock get like, no comments or for like months got no comments. Okay, though. It's fine because I don't care. I'm just I'm going to post the content and I'm out. I bounce. I don't care. But now a week or two ago, I posted Dr. Ethan talking about and Tony messaged me or he said something about it.

35:01 But he was saying after knee surgery, what is the biggest mistake after knee surgery? And it's putting a pillow behind your knee and having your knee bent and the pillow should be under your heel. So you work more on extension. Um, so not only did that make Tony reach out to me and send me a DM, cause he's got his own clinical thoughts on it. Cause he's treated a million people with knee surgery and knee replacement. That post doesn't even, I don't even think it has hashtag knee replacement. Maybe it does, but it doesn't have, it doesn't have new replacement in the caption and it's got something comments. of people saying, I had my knee replacement six weeks ago or six months ago or six years ago, and people want to talk about it.

35:41 And so people saying, I, and it's almost like, I don't know if Tony did this on purpose or if he stumbled into it, but it's like the population, people that have knee replacement, are just seem to be very significantly outspoken online compared to like any other, you know, plantar fasciitis, rotator cuff repair, back surgery, uh, whatever, like cancer. I don't know. Whatever, whatever, whatever. Um, is that, does that sound right? Tony? Like the people that have had knee replacement want to chime in and the post was not even at, it was, it didn't even say like comment below if you've had a knee replacement and like, it was like a ton of comments.

36:22 Yeah. Yeah, no, the first video that got me down this road in two thousand seventeen, two thousand sixteen was me saying, you don't have to sleep on your back with the knee extended and leg elevated. You can let the knee bend. It's OK. And that video blew up to like seventy thousand views. And that's where I saw there was opportunity here, and that was on YouTube. Now the trick is you identify that piece of content is a trigger, and you keep that. Like Jimmy said, you don't say a thousand different things. You say one thing a thousand different ways a thousand times.

37:03 I've got a growing list of I know every time I put this out, I'm going to generate engagement. I'm going to generate comments and it could be negative. It could be positive. I don't go the negative route. But yeah, that that is an absolute trigger. Now, I would say like if you look in some of the discrimination support groups, if you look in the rotator cuff support groups, every one of these conditions, there is going to be a lot of people who want to talk about And you tickle those problems. And that's what generates these outsized results. Yep. And you can do it in a very positive.

37:44 That's why I started the knee replacement support group, which is over twenty three thousand members now, because I saw all the negativity and the hate and the destruction that was out there. I was like, there's got to be something better. So. So, yeah, we as a profession rage on this. We will say, look at this person over here. We'll attack their qualifications. I think that's the dumbest. That's called ad hominem. That's a logical fallacy. Look at this chiropractor over here. Don't attack them because they're a chiropractor. Attack the argument, never the person. but don't even attack the argument. So, so many PTs go into PT focus groups to kibitz, to bitch about something outside, but they don't do anything about it.

38:29 How do we stop these people on the internet for spreading lies? You don't. Have you met the world? Have you met people? I need you to grab a phone and create five good things. That's the only thing you got, people. Start, look at it. You're gonna build a bridge to the land of goodness? Grab a brick. A brick is a piece of content. And the other team has a six year head start and a bulldozer. So you better get to work or stop bitching about it. That's not helpful, right? This is your chance to rage against the machine in a very, very good way. And you're either helping or you're hurting, just like muscle. It's growing or atrophying.

39:09 There's no homeostasis in this. You are on team, do something about it, or you are, can't complain, but you will, but you're not doing anything about it. So you're not on my team. So for people who are coming in late and for Dave, David said, you know, how much content, twenty pieces of content, all this kind of stuff. What's the what's the format? Basically, what we said was I was going to make this kind of like a martial arts dojo. You've got different levels. So a white belt coming in. They're not producing any content. They want to get one piece of content a week. Dave, what do you think?

39:49 Dave, what do you think? I love it. Was that created this morning on the fly or yesterday? I was prompting it while Tony was... My original comment in the Facebook group this morning with you and with us three was, I didn't see a name. I was like, I love the belt thing. That gives me graded goals. It's not just home run or strike out. It's like, oh, I could just earn a little. And then I was like, you know my rule. It's got to have a name. The wilder, the weirder, sort of the better. And I think content dojo and you take... you know, you take everything about like martial arts and you triple down on it. So the thing that...

40:30 So going through this, the belts, you know, you, Dave, I would put you in that yellow belt, green belt category where you're already creating content, you already have a channel, you already have some systems. So it's like, what is the level of challenge that's appropriate for you to move forward in this process? For me, I've hit twenty pieces of content a day. I've done it a few times, multiple times. I hit it last night. I was sitting there at ten, eight, ten p.m., watching the Reds lose to the Braves. And I was like, I just need two more pieces of content, you know, so I pop them out, boom, hit my twenty pieces for the twenty four hour period.

41:11 It's totally adaptable to wherever you are. moving you from where you are at least one or two steps forward. That's the idea. Now, my personal goal, my mission is, yes, ten reels, which are videos. They could be YouTube shorts. They could be Instagram reels. They could be Pinterest posts. Ten reels, probably six to eight photos. and then one or two either text posts or images of text posts, whatever's working well at the time. That hits my twenty. And in the process, and for everybody who's going to do this, Again, it's not just, don't look at what you see.

41:52 Look at why we are doing it. I told you guys the other day, I've got a student that's coming in a couple hours a day. I tell her every single day, it doesn't matter what I do with the patient. What you have to do, your job as a student is to understand, why did I make that decision? You don't even have to agree with my decision. Just understand the process behind, why did I make this decision for this person at this moment in time? This challenge is about why is he doing that? Why is Jimmy and Dave doing that? They're not making the same decisions. What's the context around the decision? And then how do I use this to build a framework that's reproducible?

42:36 I think I'm a little different than Dave. I'm not sure Dave's personality quite yet, but like I can build a framework. Say it again. I can build a framework. I can build a content schedule. I can have, you know, ten posts or ten reels a day for thirty days ready to go. But I'm not good at following it. I'm more, I think, in the Jimmy camp. I tend to get distracted really easily. I lose focus. I want to do different things. One day I might produce thirty pieces. One day I might produce five pieces. Yeah. I think Dave has a much more regimented personality, and so he can follow a proven process.

43:17 You give Dave a proven process, he's going to make it work. You give me a proven process, it's a fifty-fifty chance. I might not follow that process. The crazy thing happens when you stop counting shots and you just start shooting harder or swinging more. What Scott is saying here is shoot for progress, not perfection. They did a study where they took a pottery class, college-level pottery class. There are college-level pottery classes? Okay, fine. Correct me if I'm wrong or see where I screw up on this one, Tony, since you've heard of it. They A beat them, they put them in two groups, and they said, hey, group A, your goal is to create the perfect pot.

43:58 Your goal is to create the, and we're gonna judge you on perfection, how close you are to perfect. And group B was, we're gonna judge you on how many pots. What kind of pots? Pots. And Tony, what happened with the two groups? Which one produced better pots? Yeah, it's the one that did a pot every day. They ended up winning the competition and this has been done kind of, or at least the story goes, it's been done a couple of different ways. It's a quantity versus quality discussion. And I think if we look at the profession as a whole, if we generalize physical therapists, They want to study, study, study, study, study and produce a perfect product as opposed to let's just go practice.

44:45 Let's play. Let's have some fun and then see what happens. It is not in the nature of who's attracted to the profession. This is why I think that brands, company accounts do so poorly. Couple reasons. You're gonna have creativity by committee. You're gonna have nine. Tony, what would happen if you had nine people touch one of your videos before it went out? When you ask for someone's opinion or approval, they'll give it to you. And it doesn't mean it's any good. The other angle is marketing, dude. Tony, what you do is so freaking easy, simple.

45:27 It's easy, dude. Look how low quality that is. Dude, what is it, on a phone? That's fine. People look at what you do and they go, so again, I will back you up and myself included. It's not the four thousand dollar camera. It's not the three hundred dollar microphone. It's the fact that you failed thirty two times and then you found something and you tripled down on the thing that you found. You got to get- That's actually, I think, what probably helped me jumpstart. I had already had the At Concierge Pain Relief Instagram handle for years. I think that one of those specific things over the past couple of years with Tony was I was like, I don't want to do it.

46:07 I'll record it, but I do hate the processing, the uploading of the files online. And I was like, I'll just outsource it and I'll pay someone to do it or whatever. But Tony, he would just nicely drop, he's like, I'm just doing these on my phone. Like I just like pulled my phone out and I like record some patients and some videos and the more it like at some point it resonated. I don't know if it was a year ago, two years ago. At some point it resonated with me where I was just like, Oh right. Like no. Um, yes. And I'm, I'm in cam Tony as well. Leslie's here. She's in cam Tony. We're all in cam Tony because Tony helped me realize just record some stuff. And it's literally like any, um, HEP stuff or Therac stuff, anything that you're saying to a patient like, hey, there's this thing is on Amazon and it's ten bucks and it could help you sleep better or it could help you, you know, whatever between visits and just simple videos without like without it being edited, without it even going through like a person that's going to consult or edit or whatever.

47:10 And like, you know, yeah, tinker with it. He's just like, just record the stuff and put it out there. And a lot of times I think over the years, like i'm still like i like i must do captions and i you know just make it better and tony if you look at thousands of tony's videos like there's no captions there's no intro there's no outro there's no call to action nothing and he's grown his instagram from nothing to like significant and tick tock significantly youtube significantly facebook group significantly and it's just from the volume so i think the biggest takeaway like we're talking about overarching things for this whole uh This whole like free challenge from Tony is just like, you guys just need to put your ego aside.

47:53 You just got to record a bunch of stuff, throw it up there. Don't even care, have no expectation of it. Just put it up there. And if you do that enough, then you may see some traction, but don't have any expectations. Don't be fearful. Dr. Leslie Walkie of The Recovery Room. She just dropped a book. Dr. Walkie, I'm sorry I haven't responded to your text message. I got distracted. You have to text me eleven times to get a response. She's saying she's in Camp Tony, but her brain lives in Camp Dave. Here's the first tidbit I'll give. Here's the first ticket I'll give. Don't live in either of them. Go visit Camp Tony and be really creative and record a bunch of stuff and then put it somewhere. And then when your brain is in organization mode, go over to Camp David and go, oh, now I have stuff to process.

48:38 That's where you can sort of get in flow state and like, oh, I'm going to take the video. Drop it here, wait thirty seconds, do the thing, do the thing, do the thing. That's where you can become an assembly line. I don't want you to have the creativity be an assembly line. I want there to be a process or else nothing gets done. The last thing I'll say about why I think brand camps, big huge companies with marketing teams. I've had some of those people at conferences. Pull me aside. I do not understand how your podcast outperforms us. I just, I don't get it. What's the secret? Can you help me? I said yes. What is your approval process? Let's say you have a great idea on Monday at eight a.m.

49:19 How many people does that need to be touched by, approved by, changed by, and when does that idea become a thing? And she goes, I do not even, I don't even, I've been through the process for two years. I can't even tell you because it's different every time. That's all you need to hear. That's all you need to hear. I am a pirate ship. Do I want to go left today? We're going left. And what are we going to find there? Don't know, but it's my treasure if we do, and it's my loss if we don't. Brands have thirty-two people on a marketing team. Those people and their bosses have to approve every little thing. I'll give it to you an analogy. A brand says we need a better presence online. Okay, let's hire someone to do the job.

50:00 Here's the problem. That person's gonna have to lay out a plan. They're gonna want you to stick to that plan forever. That's not how the world works, right off the bat. We're already off the chart, right? It's similar to, we need music. That guy plays guitar. Let's hire him. We put him in the lobby. And then we go, what we should do is, dude, rock out. Maybe some feedback. We want some fun vibe, upbeat. That's good feedback. Hey, that's good. Could you make it a little dancier? Great. Yeah. How about this? Bad feedback. And this is what brands do.

50:41 I'm going to touch the strings a little bit because I've seen someone play guitar a lot and I know what I like to listen to. I'm just going to poke the strings. What's this button do? I sort of like that. Is that good? Could you play this? It's not a song, but I just like it. I saw someone else play that song. Can you do that song? You touch it too much. The last thing I'll say is why you're going to screw up or brands screw up is a scene from one of the greatest and worst movies of all time, Armageddon. Now think of the premise. You have to drop a hole in an asteroid to put a nuke to save the world. And they were like, we're gonna teach astronauts to be oil drillers. And he's like, no, no, that's dumb.

51:22 These smart astronauts who were like amazing athletes and scientists and just brilliant. No, we're gonna put oil drillers in space. Okay, even if I have suspended disbelief that that's a good idea, I do love the line from Bruce Willis, which is like, somebody somewhere told you I was the best. And then he says, I'm the best because I work with the best. But also, he knows what he's doing. He knows how to dig deep hole. But for some reason, we hire Bruce Willis and his band of merry men and send them to space, and then we tell them how to dig the hole. And then when it doesn't get dug right, we go, I guess oil drillers don't work.

52:03 I'll stop there. Here, I'm off my soapbox now. I'm a little shorter. But don't do everything I just said. Brands screw it up, and you can screw it up in your own brain. All right, let's, let's round the corner. Let's wrap it up. So here's the plan. Um, I will, we will continue to share content. Uh, we'll put it in the Facebook group. We'll, we'll share it across social media. Today is September. Uh, the next time I'm going to talk is Tuesday. I think it's the and basically here's the homework. Here's the assignment, right? Your H E P. Um, Choose a starting belt.

52:44 I'll share a graphic, but figure out where you're starting. Are you a white belt coming in hoping to get one real week? Are you a green belt? Are you a black belt? Where are you? Figure out where you're starting because you can't know where you're going if you don't know where you've been. Bingo. Let's generate some content ideas. What is the topic? What is the niche? For me, it's total knee replacement. I would tell you, truthfully, for those running a practice, I don't even have five percent of my caseload that is total knee replacement. Wow. Ninety five percent is everything else. Wrist fracture, back pain, ankle injuries, everything else. But all of my content is about knee replacement.

53:27 Figure out your topic. What is your niche? What do you want to develop? Let's get three reels. I got to give you a number. Let's get three reels recorded this morning in preparation for this. I took my phone. I started in my car. I hit record and I recorded myself, my feet walking into the clinic. I recorded the front door opening the door. I recorded Jeremy waving to me because I knew he was going to wave to me. Now I'm going to make that a reel with no audio, just music playing. And that's it. That's one of my three. Like it could be that simple. Dave does an amazing job just hitting record, walking down the streets in New York.

54:07 And then on the twenty ninth, bring those three things. Where are you starting? What is the focus of the niche, the topic? And then what are the three reels that you recorded? And we'll go from there. Got it. Jimmy. Professor Maritoto. Yes, sir. Will this be on the final? No. Is this just short form video? Or if I record a short form video, do I get a point or does it count as a piece of content if I make a still out of it? Or if I make eight stills and that's a carousel and I post that three days later? Yes. Yes to all of it. So I will do a five minute video.

54:48 That's one piece of content. I'll generate four short form reels of the five minute video. That's five pieces of content. I'll take screenshots from within each one of those short videos. That's four more pieces of content. And then I'll probably get a text post out of that. That's ten pieces of content from one five minute block. Now, sometimes I'll do that all in one shot. I'll do it within the same day. Sometimes, last night, I went to videos that I had recorded a couple months ago. I grabbed screenshots. Those were new posts today. So, you know, but yes, the answer to your question is yes.

55:29 All of it, everything you post is a piece of content. Why wouldn't you be doing that, right? I mean, this is all I picture. when I'm telling people like how to turn one into many, I'm like, it's just the machine that you put a little bit of, you know, you put a potato in it and you squish it and fries come out and put another potato in. The hard part is guys, the hard part, have you ever tried to grow a potato? Like that's the hard part. You growing the potato is being a PT and seeing things and learning things and understanding and having a viewpoint. That's the potato. Don't let the process of turning it into lots of different pieces of content, the potato to a bunch of fries. Don't let that be the part that slows you down.

56:11 You invested time, effort, and money into growing the potato. I just compared everybody's brains to a potato. I realize that. let's make today's parting shots what our own expectation is for doing this i'll start my my expectation is and i've shared this publicly i want facebook i'm going to share across everything facebook instagram youtube and tick tock and pinterest But I want Facebook alone to generate ten thousand dollars a month. I know creators who are generating fifty thousand a month just from Facebook content. I want my Facebook to hit ten thousand a month and add revenue, not selling appointments, not selling consultations, not affiliate income, just add revenue from Facebook.

56:57 Where are you at now? Uh, thirty five hundred a month over the last three months. So each month, thirty five hundred percent increase. That's a sixty percent increase. Ballsy. I like it. Dave, what's your expectation? Expectation is to come along on the ride with this and to let's say, I don't know, I want to get I care less about the monetization. I care less about the view count for us. I want this is what one month, one month long. I want two new clients to contact us to convert from the evaluation with one of my therapists and to start a plan of care.

57:40 whereby they said they've remarked something about our instagram or facebook or tick tock one of the platforms that they might have seen the videos on uh because we always ask how did you hear about us so even if they said they heard about us through google but i they i want them to say something like oh i saw this video and that was unique or i saw you guys route on park ave or i saw something Also, by the way, it could be two people. It could be existing clients already. I want someone to remark that they have some awareness that we exist on Instagram or Facebook or TikTok. So ideally, we want this to drive new client referrals, like new patients, self-referrals, or physicians that refer to us.

58:26 Yeah, any of that. Any of that. And really, really quick. as a suggestion with the formats of these. Tony has done it before, said it before, and I briefly said it as my parting shot of anything that you say to a patient for home exercise program, or if they ask you about Hoka's versus Brooks, or that's a video. If they ask you about, oh, what about this McKenzie lumbar roll? Yeah, it's twenty bucks on Amazon. That's that's a video. Tony pushed me to say, hey, anytime you go out, dude, like you go to a pizza shop, a bagel shop, whatever, like that could be, if it's five doors down from your physical therapy clinic, why would you not make videos about that? Tag that restaurant, tag that place. It also has nothing to do with your physical therapy practice.

59:07 So sometimes, yes, it's good to focus on a niche, as Tony is saying, But also you don't want to be like boxed in. So I think that could also help physical therapists or other therapists out there. Do a video at the local ice cream shop, coffee shop, hairdresser, literally anywhere. You pull your phone out and you could do something that's about your town and your local something, farmer's market or whatever falls coming up. pumpkin patch, you know, whatever it is, some apple cider, whatever that thing, like you can record that and has nothing to do with your niche clinically, but that could have more views than anything else that you ever do.

59:49 So just keep that in mind. Any of these things are ideas to make a ten second to a fifty five second video. OK, but hold on. I'm going to push back when I put my belt on. You talked around a goal. I need a clear goal. What is your one clear goal? And I heard a couple of different things. So let's say two new patients that come from one of these social platforms. Stop, hard stop. My only pushback would say, make sure there's a way for you to measure that, like in your calls or just make sure it's part of your process so you can put the point on the board if it earned it. And if it didn't, it didn't. Mine will be, I haven't done a push for sponsors on the podcast.

1:00:31 I don't really care about socials as a social strategy. That's fun for me. That tells people what they can expect when they listen to the podcast. So for me, the podcast is home, and then the socials bring everybody, they're the milkshake that brings everybody to the yard. You know what I mean? So for me, that's how you make money as a podcast. I don't charge the listener. I charge a sponsor who wants to borrow some of that time and attention. So my goal is one new sponsor who signs for a All right. We do have some comments. Leslie, we'll get to those. She's going to- Hold on. Should I push back and say, you got to say what dollar amount for twelve months? Twelve months. It's got to be at least fifteen hundred and two grand a month.

1:01:15 I mean, for the size of audience. Let's go. Let's go. That's twenty four grand. Yeah. Yeah. No, that's good. You're right. Yeah. There we go. There we go. If nothing happens from a month. We hold a self accountable. We ask and we don't judge, but we also don't let people off the hook when they cop out. We are going to be our own worst enemy and hopefully we become our own best advocate.