Stop Waiting for Perfect

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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Good PT Breakfast Club morning to you.

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I feel like we need our own cereal.

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We'll design that pretty soon.

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Tony Maritato, I'm Jimmy McKay.

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And I didn't forget that.

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That's how Airbnb started, didn't it?

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Or like they had a cereal element to

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the beginning of Airbnb.

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Like their own cereal?

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I want to say they created Obama O's.

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That was them?

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Dave, do you remember this story?

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Not only did they create Obama O's,

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they also created Captain McCain's.

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No.

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Those are the two candidates in two

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thousand eight.

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Yeah,

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that's actually how they made their first

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like thirty K in revenue.

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Selling boxes of cereal did not see.

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I love stories like I geek on stories

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like that.

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And more so,

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when they were selling the first rooms for

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Airbnb,

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it was around that two thousand eight

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presidential race.

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And Obama went to some city wherever they

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were living and all the hotels were booked

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up.

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And so they were like, oh,

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we're going to we're going to just somehow

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advertise online like we have couches and

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floors and beds to sleep on.

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And that's that's how they started.

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Yeah.

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Look,

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so what would happen if two physical

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therapists were like, you know what?

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We should create a cereal and start

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selling that cereal.

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Like,

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what do you think that conversation would

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sound like compared to these guys who

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created a cereal and generated thirty

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thousand dollars?

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it would be like, we can't do that.

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It's copyright, there's laws,

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there's all these restrictions and we have

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to get a LLC and an attorney.

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And I can even tell you how many

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things that I've done where I'm just like,

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yeah, good idea.

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Let's do it.

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Turn it into cash.

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I got yelled.

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I told this story yesterday to somebody

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off air and I was saying how when

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I first took over the radio station,

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I pretty much just copy what I copied

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what my boss did for the first sixty

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days.

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My previous boss did like to get my

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feet wet.

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Right.

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I'd seen him do it for three years,

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but now I'm in charge.

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And then once you sort of spread your

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wings,

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I sort of did something like that where

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I didn't ask for permission.

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I asked for forgiveness afterwards and I

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got called in the office and, you know,

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a bunch of us yelled about it or

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whatever.

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In the end, we left as friends.

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My boss made me stay afterwards and was

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like,

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Jimmy, close the door.

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And I'm like, oh, this isn't good.

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And he goes, listen,

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you run my rock radio station.

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If you're not having a meeting like this

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once a month, I have questions like,

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why aren't you doing crazy stuff?

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It's it's.

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The boss can't tell me to go break

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the rules,

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but he was sort of telling me, like,

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I need you to be on the edge,

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because if you're not the edge,

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When the middle falls out,

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we're gonna look to you.

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And I think we don't do that, right?

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I mean,

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I shared a video yesterday that performed

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pretty well, because I think it resonated,

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which is, I don't think insurance is bad.

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But if it's your only model,

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Are you shocked when you're like, oh,

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this sucks?

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I'm like, no.

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Got Dave over here who goes,

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I'm going to abandon that, right?

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I will eat what I kill,

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which is fine.

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I don't think it's all or nothing.

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It doesn't have to be, right?

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Whatever is right for you is right for

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you.

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I don't think insurance is bad.

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I also don't think it's good.

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If that were the only thing I were

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hanging my hat on, I would be nervous,

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right?

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Unless you understood the physics of the

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game.

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So I think most of the time people

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default to –

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Well, no one else is doing it.

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There's probably a good reason for it.

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And people who invent serials go, nah,

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screw that.

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I'm going to give it a shot.

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Yeah.

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That's where the opportunity lies.

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Dave,

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I want to hear about some stuff that

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Dave is doing.

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But real quick,

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on the way in this morning,

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I was playing with ChatGVE.

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So I pitched you guys, hey,

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APTA needs to abandon the

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eighteen-year-olds.

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focus on the fifty-year-olds let's get a

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bunch of professionals into the profession

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um they've already been successful they've

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already been made their money so this

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morning coming in i'm like all right let's

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find something in between

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So I'm like,

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what would happen if a young person who

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would normally go into college takes ten

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years?

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Anybody who's smart enough to get through

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PT school is more than smart enough to

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establish, get a job,

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make sixty thousand a year.

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Very conservative.

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So so I'm putting all these variables in.

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I'm like, all right,

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take a person goes from high school

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straight into employment.

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They're earning sixty thousand a year is

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like a general idea.

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Another person goes straight into college.

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They go through undergrad,

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go through graduate,

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they estimate the amount they're paying in

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tuition, estimate opportunity costs,

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all that kind of stuff.

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And the numbers were ridiculous.

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If somebody took ten years,

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got a job, earned income,

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put twenty percent into savings,

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invested that money during the eighteen to

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twenty eight timeframe versus the person

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who goes through PT school.

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Even though that person comes out earning

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more,

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the time value of that money is

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significantly less.

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They have less time to compound,

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less time to invest.

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the the younger person getting the job is

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significantly better financially over a

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twenty or thirty year period but nobody

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does it nobody would even consider they're

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so freaked out and i know you guys

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are thinking the same thing you hear that

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voice in your head saying if i don't

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do it now i'm never gonna do it

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that's freaking ridiculous that is the

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most absurd excuse to go straight into

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college that i've ever heard yet it echoes

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in our head constantly

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Yep.

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I think now people would be more likely

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to do it, especially this next generation.

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And I did have a funny interaction on

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LinkedIn that I might bring up,

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which is all I have to say is

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the title of the interaction was These

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Kids Today.

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I think these kids today accept less crap

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because they have an opportunity to see

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other people accepting less crap, right?

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People's attention spans are shorter.

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Are they?

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Or do they have more options?

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I was talking to someone yesterday about

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how to create a job ad

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I'm like,

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do you really think they're scrolling

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text?

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Meet people where they are and you're on

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Indeed.

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No,

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you want to find the really good employee?

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They might not be looking.

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But if they found something,

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they're not stupid.

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They'll go, hang on a second.

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I wasn't looking.

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Do you want the people who are begging

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and looking?

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That person might already be roasted on

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this profession or completely burnt out.

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Or do you want the winner?

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Winners aren't on Indeed.

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Where are they?

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They're on Instagram reels, scrolling,

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hanging out.

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If you can be there,

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you've got a chance.

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And I explained to this person who was

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like looking at me like I had two

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heads.

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I was like, this is the second screen.

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And I'm watching two different people and

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I'm estimating their ages.

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One person was in their thirties.

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One person I'm estimating in their

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fifties.

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The person in their fifties was like,

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people don't watch TV and scroll the

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internet.

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And the person in their thirties was like,

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Yeah, we do.

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We're holding a second screen the entire

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time, right?

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Certain demographics.

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So if the attention span isn't the issue,

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The risk aversion isn't the issue.

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The kids these days isn't the issue.

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They know they have better different

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choices,

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different options than just go to college.

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And they see examples of people doing it

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every single day.

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That's why they're more apt,

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in my opinion, to skip the route.

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And who's feeling it now?

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If you're on LinkedIn and you hang out

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with any academics,

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you're seeing applications are varied.

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They're all over the place.

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God,

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Syracuse had to lay off a bunch of

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people.

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I mean,

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Syracuse acts like an Ivy League school.

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They're not an Ivy League school

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technically,

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but they like to pretend they are.

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They had to shut down a bunch of

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programs,

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and they're confused at why this is

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happening.

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One university dropped five thousand

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employees, non-faculty.

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Non-faculty.

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They got rid of the support staff.

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Why?

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Because they weren't putting butts in

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seats.

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But it's really funny that they got rid

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of the support staff.

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Very odd to me.

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So I know I went on a little

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tangent there.

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But we did promise, Tony,

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we wanted to hear what Dave was talking

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about.

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What do you got going on?

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There's a couple things that you shared in

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the group chat.

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couple of things.

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I think another thing I didn't mention yet

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is I did one of these like,

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non BNI, but BNI meetings yesterday.

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So that's a little hook.

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And maybe we'll mention next time if we

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have time today.

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BNI is what is it Tony,

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like business networking,

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something that's like,

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it's like a national branded or franchise,

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like business networking,

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the whole point of it,

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you meet weekly or monthly or whatever,

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and you share referrals.

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And I've been jaded with that,

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because I just I tried other ones in

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the past.

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And it was just like,

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It's just like attorneys and accountants

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referring customers to each other,

00:09:11.448 --> 00:09:13.510
but not like our ideal client.

00:09:13.571 --> 00:09:15.892
But there's some promise with what I did

00:09:15.932 --> 00:09:16.452
yesterday.

00:09:17.352 --> 00:09:19.995
But first, let's talk about marketing.

00:09:20.075 --> 00:09:21.255
We just hired a new agency.

00:09:21.336 --> 00:09:24.638
So the new marketer got him access to

00:09:24.697 --> 00:09:25.778
our Facebook ads manager,

00:09:26.340 --> 00:09:27.519
Facebook and Instagram.

00:09:27.539 --> 00:09:30.643
So meta ads manager, meta business sweep.

00:09:31.543 --> 00:09:33.664
And it's our CRM, our high level.

00:09:35.346 --> 00:09:37.006
And here's what prompted this.

00:09:37.126 --> 00:09:38.148
I saw online.

00:09:38.528 --> 00:09:39.769
So there's this physical therapist named

00:09:39.828 --> 00:09:40.349
Zachy.

00:09:40.668 --> 00:09:42.591
He's a practice owner in Las Vegas.

00:09:43.230 --> 00:09:44.851
He's going to be on the podcast in

00:09:44.871 --> 00:09:45.413
a couple of weeks.

00:09:46.072 --> 00:09:47.933
He is super sharp.

00:09:47.953 --> 00:09:50.115
He's connected with Jordan Mather and Ben

00:09:50.135 --> 00:09:51.317
Boggy with Clinical Marketer.

00:09:52.397 --> 00:09:53.518
Those guys are all my friends and

00:09:53.538 --> 00:09:53.958
colleagues.

00:09:53.999 --> 00:09:54.139
So

00:09:54.923 --> 00:09:57.806
I watch their podcasts on Spotify.

00:09:58.025 --> 00:09:59.307
There's the video Spotify now.

00:09:59.527 --> 00:10:01.307
But anyway, so Zachy's super sharp.

00:10:01.347 --> 00:10:03.229
I can't wait for you to interview him.

00:10:03.269 --> 00:10:05.370
He's got maybe two or three clinics in

00:10:05.389 --> 00:10:05.831
Las Vegas.

00:10:05.850 --> 00:10:09.172
They're doing over seven figures.

00:10:09.673 --> 00:10:11.634
They're doing over a million in revenue.

00:10:12.553 --> 00:10:13.195
He's super sharp.

00:10:13.715 --> 00:10:16.756
And I watched one of his videos with

00:10:16.777 --> 00:10:17.878
this guy, Jeff Miller.

00:10:18.018 --> 00:10:18.278
Tony,

00:10:18.298 --> 00:10:19.519
do you know this guy Jeff Miller is

00:10:19.578 --> 00:10:19.958
marketing?

00:10:21.038 --> 00:10:21.580
I don't think so.

00:10:22.986 --> 00:10:23.366
So this guy,

00:10:23.407 --> 00:10:24.969
Jeff Miller is like a marketer, you know,

00:10:25.349 --> 00:10:29.013
maybe similar to like a lesser known Al

00:10:29.052 --> 00:10:31.414
Tramosi or I don't know, whatever.

00:10:31.875 --> 00:10:34.498
So Zachy must have paid this guy however

00:10:34.538 --> 00:10:37.821
much to do like consulting on how to

00:10:37.841 --> 00:10:38.902
like run meta ads.

00:10:38.922 --> 00:10:40.903
And it's like a forty or forty one

00:10:40.923 --> 00:10:41.724
minute video on YouTube.

00:10:41.744 --> 00:10:42.745
It's completely for free.

00:10:44.047 --> 00:10:44.726
I told my wife,

00:10:44.866 --> 00:10:46.168
I think I've watched this video like

00:10:47.235 --> 00:10:49.277
ten to fifteen times a forty minute video

00:10:49.336 --> 00:10:51.258
the same video same video like i don't

00:10:51.278 --> 00:10:52.118
know i don't know how you i don't

00:10:52.138 --> 00:10:53.339
know how you guys learn but like if

00:10:53.379 --> 00:10:56.779
it's audiobooks or if it's a podcast i'll

00:10:56.799 --> 00:10:59.142
watch something and i'll i'll watch it

00:10:59.162 --> 00:11:00.782
like a second time and then i'm picking

00:11:00.802 --> 00:11:02.342
up different things and it's like it's

00:11:02.363 --> 00:11:04.864
like almost like my brain didn't allow me

00:11:04.903 --> 00:11:06.804
to like really it's normal here or

00:11:06.845 --> 00:11:08.946
comprehend right so i like i listen to

00:11:08.966 --> 00:11:10.746
it again let's do it again it's really

00:11:10.787 --> 00:11:12.248
fascinating because this guy jeff miller

00:11:12.327 --> 00:11:12.748
shows

00:11:14.696 --> 00:11:16.496
a screenshot on the Zoom call.

00:11:16.517 --> 00:11:17.876
It's basically like a consulting call that

00:11:17.937 --> 00:11:19.017
Zachy put publicly.

00:11:19.037 --> 00:11:20.177
I'm assuming this guy, Jeff Miller,

00:11:20.216 --> 00:11:20.837
was okay with it.

00:11:21.158 --> 00:11:22.437
But it's basically like a paid consulting

00:11:22.457 --> 00:11:23.158
call that's public.

00:11:23.457 --> 00:11:25.219
So I basically get this free consulting

00:11:27.198 --> 00:11:29.239
help just through a free YouTube video.

00:11:31.379 --> 00:11:34.100
And it shows the awareness levels of

00:11:34.160 --> 00:11:34.561
marketing.

00:11:35.260 --> 00:11:39.501
So it goes from unaware to problem aware

00:11:41.003 --> 00:11:45.547
to solution aware and then service or

00:11:45.586 --> 00:11:47.009
product aware and then most aware.

00:11:47.068 --> 00:11:49.331
So unaware would be like a busy

00:11:49.370 --> 00:11:51.393
professional rolls out of bed in the

00:11:51.432 --> 00:11:53.614
morning and they have like back pain and

00:11:53.654 --> 00:11:54.674
stiffness, but like, they just,

00:11:54.774 --> 00:11:55.316
they're like, oh,

00:11:55.355 --> 00:11:57.498
it's because I'm stressed and I'm older

00:11:57.618 --> 00:11:58.339
and whatever.

00:11:58.399 --> 00:11:59.139
Like they don't even,

00:11:59.879 --> 00:12:01.120
they don't even like acknowledge that they

00:12:01.140 --> 00:12:02.601
have like an issue that's abnormal.

00:12:02.621 --> 00:12:03.763
They just think that's normal for them.

00:12:03.783 --> 00:12:04.923
They think that's normal for their,

00:12:05.085 --> 00:12:06.365
you know, forty, fifty year olds.

00:12:06.426 --> 00:12:07.486
Like they just think it's normal.

00:12:08.548 --> 00:12:10.269
And then, so problem aware would be like,

00:12:10.389 --> 00:12:12.009
okay, I actually do have back pain.

00:12:12.049 --> 00:12:13.330
It's more than stiffness now.

00:12:15.791 --> 00:12:16.731
And they kind of,

00:12:16.772 --> 00:12:18.472
you're confronting that over time,

00:12:18.552 --> 00:12:20.212
like over, it could be weeks, months,

00:12:20.253 --> 00:12:22.173
years, whatever.

00:12:22.234 --> 00:12:23.414
And I'm pretty sure, don't quote me,

00:12:23.434 --> 00:12:24.715
but I'm pretty sure then the next level

00:12:24.754 --> 00:12:27.397
would be like,

00:12:29.549 --> 00:12:30.230
solution aware.

00:12:30.269 --> 00:12:30.791
So it's like, okay,

00:12:30.811 --> 00:12:32.890
I have back pain and I could get

00:12:32.910 --> 00:12:35.572
a massage, acupuncture, chiropractic, PT,

00:12:35.971 --> 00:12:36.672
pain pills,

00:12:36.711 --> 00:12:38.013
maybe injections if I needed it.

00:12:38.273 --> 00:12:40.732
So I know that there are solutions and

00:12:40.753 --> 00:12:41.533
treatments out there,

00:12:42.153 --> 00:12:43.214
but I know that there's a ton of

00:12:43.234 --> 00:12:46.554
them and that's it.

00:12:46.575 --> 00:12:48.514
There's so many options and people use

00:12:48.554 --> 00:12:49.895
that as why they don't take action and

00:12:49.916 --> 00:12:50.596
all that type of stuff.

00:12:52.414 --> 00:12:53.615
So then once the person knows that they

00:12:53.635 --> 00:12:54.116
have a problem,

00:12:54.136 --> 00:12:55.658
they acknowledge that they have a problem

00:12:55.817 --> 00:12:57.320
or they label it or diagnose it or

00:12:57.340 --> 00:12:58.400
they confront it,

00:12:59.302 --> 00:13:00.503
then they might start looking for

00:13:00.822 --> 00:13:01.323
solutions.

00:13:01.703 --> 00:13:03.385
So then the next step would be,

00:13:06.186 --> 00:13:07.187
product aware,

00:13:07.346 --> 00:13:08.807
or in this case would be service aware.

00:13:08.847 --> 00:13:10.168
So it's like, if you live in Ohio,

00:13:10.229 --> 00:13:11.870
you know, Tony Meritato,

00:13:11.889 --> 00:13:13.331
you look up total therapy solutions.

00:13:13.371 --> 00:13:14.952
If you're in New York city, you're like,

00:13:15.013 --> 00:13:16.254
okay, there's JAG physical therapy,

00:13:16.293 --> 00:13:16.953
there's professional,

00:13:16.975 --> 00:13:17.955
there's concierge pain relief,

00:13:17.975 --> 00:13:19.375
there's Tribeca PT.

00:13:19.416 --> 00:13:19.576
I mean,

00:13:19.596 --> 00:13:21.258
there's like a million different options

00:13:21.298 --> 00:13:22.099
just in PT,

00:13:22.139 --> 00:13:24.120
not even including acupuncture and

00:13:24.259 --> 00:13:24.681
everything else.

00:13:26.741 --> 00:13:28.384
So I watched this video and then obviously

00:13:28.423 --> 00:13:30.004
most aware would be like the person that

00:13:30.024 --> 00:13:31.306
like wants to work with you and your

00:13:31.326 --> 00:13:32.307
practice, no matter what.

00:13:33.193 --> 00:13:34.434
So working,

00:13:35.335 --> 00:13:36.316
seeing this video and I'm like,

00:13:36.375 --> 00:13:37.356
I gotta find an agency.

00:13:37.417 --> 00:13:38.597
They're gonna have their own approach and

00:13:38.618 --> 00:13:40.839
then I'm gonna also bring in my approach.

00:13:41.960 --> 00:13:44.341
And so this approach is from this YouTube

00:13:44.361 --> 00:13:45.581
video and this agency,

00:13:45.601 --> 00:13:46.482
they're gonna probably do their own

00:13:46.503 --> 00:13:46.883
approach.

00:13:47.182 --> 00:13:48.683
But long story short, the whole point is,

00:13:49.524 --> 00:13:51.407
to do meta ads on Facebook and Instagram

00:13:51.886 --> 00:13:54.109
that are not just offers, not like, hey,

00:13:54.408 --> 00:13:57.392
ninety seven dollar initial evaluation at

00:13:57.652 --> 00:13:59.332
for your back pain or sciatica at our

00:13:59.352 --> 00:14:00.333
clinic or a home visit.

00:14:00.433 --> 00:14:01.775
Well, that's what I used to do.

00:14:01.936 --> 00:14:03.557
I used other agencies where every single

00:14:03.976 --> 00:14:05.658
ad was either running to a webinar with

00:14:05.678 --> 00:14:07.821
an offer or it was a direct offer.

00:14:08.721 --> 00:14:09.621
This guy, Jeff Miller,

00:14:09.982 --> 00:14:11.683
says you run you run Facebook and

00:14:11.764 --> 00:14:14.687
Instagram ads with different verbiage from

00:14:14.787 --> 00:14:16.028
like the five different levels.

00:14:17.955 --> 00:14:21.557
so talking about the back pain like and

00:14:21.596 --> 00:14:24.197
i'm doing some videos like this now um

00:14:24.238 --> 00:14:25.678
that i'm posted that i'm posting on

00:14:26.219 --> 00:14:28.100
instagram and tick tock and facebook and

00:14:28.120 --> 00:14:29.700
all that where i'm just talking into the

00:14:29.740 --> 00:14:31.461
phone i'm using chat gpt to like make

00:14:31.480 --> 00:14:34.623
a script i got a teleprompter app uh

00:14:34.663 --> 00:14:37.083
trying to make it look natural but it's

00:14:37.104 --> 00:14:39.105
like top of funnel and then even more

00:14:39.125 --> 00:14:40.664
and more more serious so like i'm just

00:14:40.684 --> 00:14:41.525
doing these videos on

00:14:42.534 --> 00:14:45.375
unaware so like what are the hooks about

00:14:45.417 --> 00:14:47.197
back pain and stiffness what are the

00:14:47.256 --> 00:14:49.558
what's the type of content and verbiage to

00:14:49.678 --> 00:14:51.980
speak on and then the call to action

00:14:52.039 --> 00:14:55.381
is like dm us the word back and

00:14:55.562 --> 00:14:57.241
we can discuss like the next potential

00:14:57.261 --> 00:14:58.942
best step for you so the call to

00:14:58.982 --> 00:15:01.144
action is like almost like inquire or

00:15:01.183 --> 00:15:03.946
learn more it's not we have this three

00:15:03.966 --> 00:15:05.826
hundred fifty dollar evaluation or a

00:15:05.886 --> 00:15:08.207
ninety seven dollar uh

00:15:09.177 --> 00:15:10.639
discounted offer evaluation.

00:15:10.678 --> 00:15:11.759
So does that make sense?

00:15:11.779 --> 00:15:16.624
Like it's using ads to take someone from

00:15:16.644 --> 00:15:19.105
a cold prospect down the different levels

00:15:19.166 --> 00:15:21.366
of awareness marketing to go from cold

00:15:21.408 --> 00:15:22.128
prospect to,

00:15:22.889 --> 00:15:24.230
I only wanna work with Concierge Pain

00:15:24.250 --> 00:15:24.549
Relief.

00:15:24.850 --> 00:15:28.273
So it's gonna take six to twelve ads

00:15:28.413 --> 00:15:30.094
for each person to see six to twelve

00:15:30.214 --> 00:15:32.576
ads over time to then call us and

00:15:32.615 --> 00:15:32.775
be like,

00:15:32.875 --> 00:15:34.157
I only wanna work with you guys.

00:15:34.498 --> 00:15:35.899
And the reason why it's funny is the

00:15:35.979 --> 00:15:37.059
agency that I signed up with,

00:15:38.032 --> 00:15:39.695
the guy Tucker is like, why us?

00:15:39.715 --> 00:15:40.076
Why me?

00:15:40.096 --> 00:15:41.017
Like, why now all that?

00:15:41.037 --> 00:15:42.259
And I'm like, well, yeah,

00:15:42.298 --> 00:15:45.365
because I saw six to twelve of your

00:15:45.485 --> 00:15:48.269
ads and I didn't I didn't book this

00:15:48.289 --> 00:15:48.649
call.

00:15:49.051 --> 00:15:50.232
So I had a call with him

00:15:51.653 --> 00:15:52.432
last week or whatever.

00:15:53.854 --> 00:15:54.234
And I go,

00:15:54.293 --> 00:15:55.695
I didn't book this call on the first

00:15:55.955 --> 00:15:57.296
ad that I saw on Instagram.

00:15:58.696 --> 00:16:01.197
It was probably somewhere between and he

00:16:01.216 --> 00:16:02.357
goes, what, like six to twelve,

00:16:02.398 --> 00:16:02.837
six to ten.

00:16:02.857 --> 00:16:03.238
I'm like, yeah,

00:16:03.278 --> 00:16:04.879
I was like at least six to eight

00:16:04.918 --> 00:16:05.519
or ten or whatever.

00:16:06.000 --> 00:16:06.860
I don't even remember.

00:16:06.960 --> 00:16:07.139
Right.

00:16:07.159 --> 00:16:09.581
So the point is the strategy works.

00:16:09.701 --> 00:16:10.822
And now that's what we're going to start

00:16:10.841 --> 00:16:12.702
implementing soon as we're working on it.

00:16:13.427 --> 00:16:13.989
That's it.

00:16:14.009 --> 00:16:15.090
There's the spectrum, right?

00:16:15.710 --> 00:16:18.231
We think we jump from attention to action,

00:16:18.572 --> 00:16:18.773
right?

00:16:19.092 --> 00:16:21.554
And I think you can if you're Teemu,

00:16:21.916 --> 00:16:22.176
right?

00:16:22.255 --> 00:16:23.996
You see the cool thing and it's twelve

00:16:24.037 --> 00:16:25.418
dollars and you're like, I'll buy it now.

00:16:25.678 --> 00:16:27.200
Teemu is not trying to earn your trust.

00:16:27.519 --> 00:16:27.921
In fact,

00:16:28.782 --> 00:16:30.623
Teemu burns more trust than anybody on the

00:16:30.663 --> 00:16:31.744
planet because then when that thing

00:16:31.783 --> 00:16:33.346
arrives, it's trash.

00:16:33.625 --> 00:16:34.767
But you got sold.

00:16:35.427 --> 00:16:36.628
You're selling something

00:16:37.509 --> 00:16:39.451
way more complex, way deeper.

00:16:40.273 --> 00:16:42.676
Why would we expect it to be attention

00:16:42.735 --> 00:16:43.336
to action?

00:16:43.397 --> 00:16:43.956
Of course,

00:16:43.996 --> 00:16:46.961
it's going to be attention to earned trust

00:16:47.081 --> 00:16:47.542
over time.

00:16:47.581 --> 00:16:49.303
I'm giving a talk at APTA Florida this

00:16:49.344 --> 00:16:49.744
weekend.

00:16:50.085 --> 00:16:51.527
This slide is on the deck,

00:16:51.907 --> 00:16:53.609
but I want to walk people through it.

00:16:55.250 --> 00:16:55.931
So first of all,

00:16:55.971 --> 00:16:57.892
you gotta send me the video link.

00:16:57.991 --> 00:16:58.751
Cause people are already,

00:16:58.792 --> 00:17:00.013
I'm already hearing people.

00:17:00.072 --> 00:17:01.993
I can hear people like Googling,

00:17:02.013 --> 00:17:03.134
trying to get that Jeff Miller,

00:17:03.433 --> 00:17:03.933
Jeff Miller.

00:17:03.953 --> 00:17:04.713
That was his name, Jeff Miller.

00:17:04.733 --> 00:17:05.354
Did you?

00:17:05.413 --> 00:17:05.555
Yeah.

00:17:05.575 --> 00:17:06.315
Did you find a Tony?

00:17:06.335 --> 00:17:08.315
You look like you were going over here.

00:17:08.414 --> 00:17:09.435
I'm looking for it.

00:17:09.756 --> 00:17:10.915
We'll share that in the show notes.

00:17:10.976 --> 00:17:12.017
Cause I'm smart enough to know.

00:17:12.057 --> 00:17:13.217
I want you to go down there and

00:17:13.277 --> 00:17:13.596
click it.

00:17:13.616 --> 00:17:14.317
Cause that's brilliant.

00:17:15.178 --> 00:17:16.137
I got like twelve minutes.

00:17:16.157 --> 00:17:17.238
I got to jump a little early.

00:17:17.499 --> 00:17:19.659
So I wanted to talk about something that

00:17:19.719 --> 00:17:23.240
we were teasing with on Monday,

00:17:23.320 --> 00:17:23.800
on Tuesday.

00:17:24.780 --> 00:17:27.002
David Ogilvy, often cited as like,

00:17:27.022 --> 00:17:27.303
you know,

00:17:27.343 --> 00:17:30.066
the father of modern advertising and

00:17:30.105 --> 00:17:31.707
copywriting, just like kind of a legend,

00:17:31.727 --> 00:17:32.607
like wrote the book.

00:17:33.588 --> 00:17:34.169
Tony was like,

00:17:35.029 --> 00:17:36.872
we can bring people back from the dead.

00:17:37.531 --> 00:17:38.853
Like, you know, that like great question,

00:17:38.873 --> 00:17:40.355
like who are the three people you'd have

00:17:40.414 --> 00:17:40.894
dinner with?

00:17:40.954 --> 00:17:41.174
Right.

00:17:41.576 --> 00:17:43.196
You can do that with Trashy BT now.

00:17:43.237 --> 00:17:43.616
You can be like,

00:17:43.696 --> 00:17:44.979
I'm going to dinner party with Sigmund

00:17:45.019 --> 00:17:47.961
Freud and Abraham Lincoln and Gandhi.

00:17:48.060 --> 00:17:49.722
And you could just have conversations

00:17:49.742 --> 00:17:50.002
like.

00:17:50.182 --> 00:17:51.983
I understand that this is not actually

00:17:52.044 --> 00:17:52.483
Gandhi,

00:17:52.884 --> 00:17:55.044
but you can sort of play with ideas.

00:17:55.324 --> 00:17:56.964
We are a step away from the holodeck,

00:17:57.305 --> 00:17:59.144
right, from Star Trek The Next Generation.

00:17:59.846 --> 00:18:01.086
So, Tony,

00:18:01.105 --> 00:18:03.326
we decided to write or rewrite a job

00:18:03.346 --> 00:18:05.547
description or two based on David Ogilvy.

00:18:05.767 --> 00:18:06.727
I sat down to do that,

00:18:06.767 --> 00:18:07.467
and for some reason,

00:18:07.607 --> 00:18:08.948
I just wasn't prompting it right.

00:18:09.897 --> 00:18:10.298
It wasn't,

00:18:10.417 --> 00:18:11.859
it was not sounding like what I thought

00:18:11.880 --> 00:18:12.559
David Ogilvy was.

00:18:12.881 --> 00:18:14.362
So instead of like arguing with the

00:18:14.382 --> 00:18:16.443
machine, I went the other way.

00:18:16.463 --> 00:18:17.724
I was like, Tony's gonna do this.

00:18:17.825 --> 00:18:19.546
Why am I trying to out Tony, Tony?

00:18:19.726 --> 00:18:20.186
Don't do that.

00:18:20.527 --> 00:18:21.567
I went a different direction.

00:18:22.509 --> 00:18:23.650
I picked a job description.

00:18:24.790 --> 00:18:25.490
I stripped out

00:18:26.392 --> 00:18:28.134
most of the identifying factors.

00:18:28.314 --> 00:18:29.193
Like I didn't want the name in there.

00:18:29.214 --> 00:18:30.095
I don't want to call people out,

00:18:30.115 --> 00:18:30.875
but I wanted it to be a real

00:18:30.915 --> 00:18:31.516
job description.

00:18:32.057 --> 00:18:32.897
And then what did you do?

00:18:32.938 --> 00:18:34.057
How did you Ogilvy this?

00:18:34.078 --> 00:18:35.559
Because I want you to share yours.

00:18:35.680 --> 00:18:36.780
I'm just going to do the script that

00:18:36.820 --> 00:18:38.481
I would use and then I'll share.

00:18:38.801 --> 00:18:40.703
But I think neither of them are right

00:18:40.723 --> 00:18:41.044
or wrong.

00:18:41.064 --> 00:18:41.684
They're just different.

00:18:42.361 --> 00:18:43.721
I actually completely forgot.

00:18:43.741 --> 00:18:45.383
So I did nothing.

00:18:45.843 --> 00:18:47.064
I'm completely unprepared.

00:18:47.124 --> 00:18:47.825
So you go ahead.

00:18:47.845 --> 00:18:48.265
All right.

00:18:48.305 --> 00:18:50.465
So what I did was I was arguing

00:18:50.486 --> 00:18:51.987
with this stupid thing and I was trying

00:18:52.027 --> 00:18:54.588
to get it to explain how Ogilvy would

00:18:54.608 --> 00:18:54.808
do it.

00:18:54.848 --> 00:18:56.069
And he was like, Chachi,

00:18:56.089 --> 00:18:57.391
but you kept giving me like the David

00:18:57.490 --> 00:18:58.612
Ogilvy, like lesson.

00:18:58.771 --> 00:18:59.031
I was like,

00:18:59.092 --> 00:19:00.272
I don't need you to teach me as

00:19:00.333 --> 00:19:00.873
David Ogilvy.

00:19:01.113 --> 00:19:02.213
I need you to work for me.

00:19:02.453 --> 00:19:03.275
And it wasn't doing it.

00:19:03.615 --> 00:19:04.736
And it's also seven o'clock in the

00:19:04.756 --> 00:19:04.955
morning.

00:19:04.996 --> 00:19:05.576
I was like, screw this.

00:19:05.655 --> 00:19:06.297
I'm done.

00:19:06.317 --> 00:19:08.538
So then I said, who's a modern day,

00:19:09.679 --> 00:19:10.980
really good teacher.

00:19:11.558 --> 00:19:12.980
Almost like the Airbnb guys we were

00:19:13.000 --> 00:19:13.961
talking about, which is like,

00:19:14.381 --> 00:19:16.082
instead of just being an ad reader,

00:19:17.423 --> 00:19:18.824
can I have a stake in the company?

00:19:18.903 --> 00:19:19.903
And then you don't pay me,

00:19:20.044 --> 00:19:20.904
I just want stake,

00:19:20.924 --> 00:19:21.924
and then I'll do all the ads for

00:19:21.965 --> 00:19:22.145
free.

00:19:22.385 --> 00:19:23.465
And the answer is Ryan Reynolds.

00:19:23.546 --> 00:19:25.007
Ryan Reynolds figured this out with Mint

00:19:25.047 --> 00:19:27.348
Mobile and Aviation Gin, and he's like,

00:19:27.788 --> 00:19:30.310
I'm good-looking and famous right now,

00:19:30.411 --> 00:19:31.090
but in a couple years,

00:19:31.131 --> 00:19:32.551
I might not be good-looking or famous.

00:19:32.912 --> 00:19:34.553
Let me cash in and own something,

00:19:34.573 --> 00:19:35.894
which I think is a brilliant move.

00:19:36.213 --> 00:19:36.654
So I said...

00:19:37.474 --> 00:19:39.376
Ryan Reynolds is very punchy,

00:19:40.076 --> 00:19:41.258
breaks the fourth wall.

00:19:41.278 --> 00:19:44.420
I don't even think Deadpool is a stretch

00:19:44.519 --> 00:19:45.300
as an actor for him.

00:19:45.361 --> 00:19:47.182
I think he is sort of Deadpool-y.

00:19:47.702 --> 00:19:49.663
So I said, how do you do this?

00:19:50.005 --> 00:19:51.465
And again, to reiterate,

00:19:51.486 --> 00:19:53.007
if you didn't listen to the Tuesday's

00:19:53.047 --> 00:19:53.507
episode,

00:19:53.867 --> 00:19:55.669
the idea is you don't want a thousand

00:19:55.689 --> 00:19:56.490
people to apply.

00:19:56.990 --> 00:19:59.172
No one in talent acquisition wants that.

00:19:59.251 --> 00:20:00.553
That's a pile of turds.

00:20:00.593 --> 00:20:02.854
You know most of them are wrong.

00:20:03.755 --> 00:20:05.875
You want to exclude people as quickly as

00:20:05.935 --> 00:20:06.336
possible.

00:20:06.395 --> 00:20:07.576
So I'm gonna read this ad.

00:20:08.736 --> 00:20:10.037
It's very specific too.

00:20:11.396 --> 00:20:13.998
It's a very niche type of PT in

00:20:14.038 --> 00:20:14.917
a very niche area.

00:20:15.097 --> 00:20:16.499
And I like that because if it works

00:20:16.558 --> 00:20:17.098
for this,

00:20:17.439 --> 00:20:18.499
why wouldn't it work for everything?

00:20:18.699 --> 00:20:19.298
I want the hard one.

00:20:19.499 --> 00:20:20.420
So here's my ad read.

00:20:21.740 --> 00:20:22.579
Give me Ryan Reynolds on.

00:20:23.381 --> 00:20:26.181
We're hiring a certified hand therapist in

00:20:26.221 --> 00:20:26.902
Alaska.

00:20:27.721 --> 00:20:29.582
That sentence just eliminated like,

00:20:29.761 --> 00:20:31.242
ninety-seven percent of LinkedIn.

00:20:32.184 --> 00:20:32.625
Perfect.

00:20:33.306 --> 00:20:34.686
Now that all the wrong people are gone,

00:20:35.047 --> 00:20:35.728
here's the job.

00:20:36.407 --> 00:20:39.190
This is a specialty hand and upper

00:20:39.250 --> 00:20:40.211
extremity practice.

00:20:40.590 --> 00:20:42.712
So if you've spent years becoming really

00:20:42.752 --> 00:20:43.554
good at hands,

00:20:44.114 --> 00:20:46.455
you actually get to do hands.

00:20:46.915 --> 00:20:47.977
Wild concept, I know.

00:20:48.297 --> 00:20:49.617
There's great pay.

00:20:50.159 --> 00:20:51.140
Actually, I hate that phrase.

00:20:51.319 --> 00:20:51.880
There's pay.

00:20:52.339 --> 00:20:53.601
There's also a sign-on bonus.

00:20:53.821 --> 00:20:54.821
There are benefits,

00:20:55.022 --> 00:20:56.824
continuing ed and leadership development.

00:20:56.864 --> 00:20:57.845
Listen, all that's in there.

00:20:58.669 --> 00:21:00.769
And the company is employee-owned,

00:21:01.490 --> 00:21:03.631
not the we're all owners here in a

00:21:03.711 --> 00:21:04.851
motivational poster sense.

00:21:05.171 --> 00:21:06.030
Actual ownership.

00:21:06.932 --> 00:21:07.971
Now, let's get to this.

00:21:08.031 --> 00:21:08.872
Yes, Alaska.

00:21:09.692 --> 00:21:11.292
We're not going to call it an exciting

00:21:11.353 --> 00:21:12.432
relocation opportunity.

00:21:12.732 --> 00:21:13.374
It's Alaska.

00:21:13.653 --> 00:21:14.933
For some people, that's a hard no.

00:21:15.193 --> 00:21:15.453
Good.

00:21:15.733 --> 00:21:17.275
This job isn't for some people.

00:21:17.595 --> 00:21:19.996
It's for the certified hand therapist who

00:21:20.036 --> 00:21:21.496
hears specialty practice,

00:21:21.816 --> 00:21:23.836
employee ownership, Alaska, and thinks,

00:21:23.957 --> 00:21:25.096
okay, keep talking.

00:21:25.517 --> 00:21:27.317
If that's you, click here.

00:21:28.645 --> 00:21:29.306
That's the ad.

00:21:29.807 --> 00:21:30.946
I wanted it to weed out.

00:21:31.106 --> 00:21:31.727
Ninety nine.

00:21:31.946 --> 00:21:33.028
Who's moving to Alaska?

00:21:33.048 --> 00:21:33.968
That's a hand therapist.

00:21:34.307 --> 00:21:34.548
Dude,

00:21:34.648 --> 00:21:36.489
you are looking for the needle in the

00:21:36.548 --> 00:21:37.450
largest haystack.

00:21:37.750 --> 00:21:39.570
But all you got to do is find

00:21:39.931 --> 00:21:41.030
one one.

00:21:42.071 --> 00:21:44.212
I think indeed ads are the wrong way

00:21:44.252 --> 00:21:44.712
to go.

00:21:44.853 --> 00:21:46.834
I mentioned this last last episode.

00:21:47.114 --> 00:21:48.434
I talked to some groups who were three

00:21:48.555 --> 00:21:50.556
X in their spend and getting thirty

00:21:50.596 --> 00:21:51.615
percent of their results.

00:21:52.096 --> 00:21:53.416
That is a race to the bottom.

00:21:53.557 --> 00:21:54.836
So that's how Ryan Reynolds would try to

00:21:54.876 --> 00:21:57.439
sell that job.

00:21:57.538 --> 00:21:58.239
Dave, what do you think?

00:22:00.463 --> 00:22:01.325
I like it.

00:22:01.404 --> 00:22:04.166
I even like it more when Jimmy reads

00:22:04.207 --> 00:22:04.307
it.

00:22:04.807 --> 00:22:08.549
I feel like my gut though,

00:22:09.191 --> 00:22:11.031
I don't want to be negative,

00:22:11.092 --> 00:22:15.455
but like to fill jobs in these like,

00:22:16.597 --> 00:22:16.917
I don't know,

00:22:16.938 --> 00:22:17.538
what do you want to call them?

00:22:17.578 --> 00:22:19.662
Like more obscure locations?

00:22:20.122 --> 00:22:22.064
I feel like your best bet is to

00:22:22.105 --> 00:22:24.267
do clinical rotations and have a pipeline

00:22:24.307 --> 00:22:28.551
of students who circulate through there.

00:22:29.353 --> 00:22:29.993
And then that,

00:22:30.094 --> 00:22:31.355
I believe that would be the long-term

00:22:31.394 --> 00:22:31.736
solution.

00:22:31.756 --> 00:22:33.057
Now this is kind of like a short-term

00:22:33.076 --> 00:22:33.458
solution,

00:22:33.478 --> 00:22:35.579
like posting it and then getting it out

00:22:35.619 --> 00:22:35.760
there.

00:22:36.221 --> 00:22:38.342
So I talked with a group, that group,

00:22:38.622 --> 00:22:39.442
they are doing that.

00:22:39.603 --> 00:22:40.403
That is though, I said,

00:22:40.683 --> 00:22:41.463
what works for you?

00:22:41.604 --> 00:22:42.484
And what have you tried that has it?

00:22:42.505 --> 00:22:43.944
And they go, student affiliations.

00:22:44.025 --> 00:22:44.506
I go, all right, well,

00:22:44.526 --> 00:22:45.326
why aren't you milking that?

00:22:45.365 --> 00:22:46.386
And they go,

00:22:46.527 --> 00:22:47.487
we can only get so many.

00:22:48.087 --> 00:22:50.749
And some of them like- Figure,

00:22:51.088 --> 00:22:51.690
respectfully,

00:22:52.170 --> 00:22:53.611
figure out how to accept more students.

00:22:54.330 --> 00:22:56.433
How can you possibly do instead of one,

00:22:56.473 --> 00:22:57.935
can you do two instead of two?

00:22:57.955 --> 00:22:58.576
Can you do four?

00:22:58.736 --> 00:23:00.077
Can you do like can you do like

00:23:00.097 --> 00:23:00.438
group?

00:23:00.458 --> 00:23:02.361
Can you have two clinical roles and then

00:23:02.441 --> 00:23:04.202
two like students that come into a

00:23:04.222 --> 00:23:06.025
rotation and they're doing more like admin

00:23:06.305 --> 00:23:07.507
business stuff if they're interested in

00:23:07.547 --> 00:23:08.548
private practice and business?

00:23:08.567 --> 00:23:11.391
Yeah, I would push that idea.

00:23:11.411 --> 00:23:11.830
Push it.

00:23:12.679 --> 00:23:15.342
Like I did years ago, I worked for,

00:23:16.042 --> 00:23:17.624
I think because Jimmy did pee briefly as

00:23:17.663 --> 00:23:17.865
well.

00:23:18.204 --> 00:23:19.747
I did a very short stint,

00:23:20.247 --> 00:23:23.089
ten something years ago at this outpatient

00:23:23.611 --> 00:23:25.292
pediatric sensory integration clinic.

00:23:25.752 --> 00:23:26.733
And they would have students from like

00:23:26.834 --> 00:23:27.375
NYU.

00:23:27.934 --> 00:23:31.138
And this this owner eventually sold and

00:23:31.159 --> 00:23:32.660
then became like a faculty member at one

00:23:32.680 --> 00:23:33.320
of these programs.

00:23:33.801 --> 00:23:34.722
And she would have.

00:23:35.143 --> 00:23:37.324
for dbt students at any given time like

00:23:37.624 --> 00:23:39.463
like minimal to no supervision like i'm

00:23:39.503 --> 00:23:41.305
not saying it was great or or right

00:23:41.365 --> 00:23:42.884
or whatever and like whatever the rules

00:23:42.944 --> 00:23:44.905
are but like how can they push it

00:23:45.066 --> 00:23:46.786
how can they have instead of one i

00:23:46.865 --> 00:23:48.507
don't disagree it'd be like can it be

00:23:48.547 --> 00:23:51.586
like group i don't disagree what i might

00:23:51.606 --> 00:23:53.327
do is yes and which is

00:23:54.522 --> 00:23:56.683
Asking a PT student to go to Alaska,

00:23:57.365 --> 00:23:57.884
two things.

00:23:58.204 --> 00:23:58.365
One,

00:23:58.786 --> 00:24:00.086
they're going to use it as a vacation

00:24:00.246 --> 00:24:00.886
and then dip.

00:24:01.307 --> 00:24:01.846
That's fine.

00:24:02.167 --> 00:24:03.788
But if you're saying if we get ten

00:24:03.848 --> 00:24:05.348
in here to eventually stay,

00:24:05.690 --> 00:24:07.130
your answer is get a hundred.

00:24:07.170 --> 00:24:07.971
How do we get a hundred in the

00:24:07.990 --> 00:24:08.671
next three years?

00:24:09.152 --> 00:24:10.192
I would say sweeten the deal.

00:24:10.251 --> 00:24:10.893
Free housing.

00:24:12.053 --> 00:24:13.452
Any objection the student might have,

00:24:13.492 --> 00:24:13.733
well,

00:24:14.034 --> 00:24:14.953
how am I going to find housing in

00:24:14.993 --> 00:24:16.693
Alaska or what am I going to do

00:24:16.713 --> 00:24:17.433
when I get there?

00:24:17.775 --> 00:24:19.634
You need to triple down on everything that

00:24:19.734 --> 00:24:21.015
isn't the job, right?

00:24:21.055 --> 00:24:22.036
Is that sort of what you're saying is

00:24:22.096 --> 00:24:24.115
sell everything that isn't the job?

00:24:24.496 --> 00:24:25.516
Because the job is going to be what

00:24:25.536 --> 00:24:28.116
the job is going to be.

00:24:28.136 --> 00:24:28.797
Tony, what do you think?

00:24:30.258 --> 00:24:32.337
You got to lead and own like the

00:24:32.377 --> 00:24:32.778
main part.

00:24:32.817 --> 00:24:33.718
I mean, for me,

00:24:33.798 --> 00:24:35.239
the biggest part is like, wow, like.

00:24:35.980 --> 00:24:36.862
That's a remote.

00:24:36.961 --> 00:24:38.142
It could be a remote location.

00:24:38.182 --> 00:24:39.784
So that you got to find people that

00:24:39.804 --> 00:24:40.364
are OK with that.

00:24:40.743 --> 00:24:42.945
That's a tough location and a very

00:24:42.986 --> 00:24:43.486
specific.

00:24:43.986 --> 00:24:44.186
I mean,

00:24:45.126 --> 00:24:47.028
this is this is world class sniper

00:24:47.068 --> 00:24:47.769
territory.

00:24:47.929 --> 00:24:48.229
Yes.

00:24:48.630 --> 00:24:49.670
And so you're not wrong.

00:24:49.851 --> 00:24:51.412
You got you got to go find Navy

00:24:51.451 --> 00:24:53.333
SEAL physical therapy candidates.

00:24:53.628 --> 00:24:55.609
But the idea is you don't go sniper,

00:24:55.730 --> 00:24:57.070
you don't go with a sniper task with

00:24:57.090 --> 00:24:57.651
a shotgun.

00:24:57.671 --> 00:24:59.652
And the shotgun is indeed, right?

00:24:59.672 --> 00:25:00.632
Like that's where I would say,

00:25:00.652 --> 00:25:02.093
because then the next question would be,

00:25:02.173 --> 00:25:02.593
all right, Jimmy,

00:25:02.613 --> 00:25:03.834
let's say we're going to use your video.

00:25:04.354 --> 00:25:06.295
How do we, where do we target that?

00:25:06.434 --> 00:25:08.935
Is it just Instagram or do we put

00:25:08.955 --> 00:25:09.896
it in California?

00:25:09.916 --> 00:25:10.037
Like,

00:25:10.057 --> 00:25:11.676
do we say the Pacific Northwest is a

00:25:11.798 --> 00:25:12.397
skip and a jump?

00:25:12.718 --> 00:25:13.117
Or do we say,

00:25:13.218 --> 00:25:15.278
let's go to Florida because where's the,

00:25:15.318 --> 00:25:17.660
where's the craziest different, if you,

00:25:17.759 --> 00:25:18.560
if you love Florida,

00:25:19.201 --> 00:25:20.382
You ever want to go get cold and

00:25:20.521 --> 00:25:21.241
look at bears?

00:25:21.383 --> 00:25:22.123
Like, I don't know.

00:25:22.702 --> 00:25:24.144
Tony, what do you think?

00:25:24.184 --> 00:25:24.964
Real quick before Tony.

00:25:25.164 --> 00:25:26.346
So they're looking for what?

00:25:26.385 --> 00:25:27.026
A CHT?

00:25:27.166 --> 00:25:27.807
A hand therapist?

00:25:28.928 --> 00:25:29.387
In Alaska.

00:25:29.448 --> 00:25:30.509
Okay.

00:25:30.568 --> 00:25:30.749
I know.

00:25:30.868 --> 00:25:31.348
I know Alaska.

00:25:32.109 --> 00:25:32.329
Okay.

00:25:33.431 --> 00:25:34.711
Also, you go on LinkedIn,

00:25:35.192 --> 00:25:37.213
whether it's the free version or the paid

00:25:37.253 --> 00:25:37.614
version.

00:25:37.653 --> 00:25:38.875
Paid version sucks anyway.

00:25:40.116 --> 00:25:40.257
Well,

00:25:40.497 --> 00:25:42.118
so I use Sales Navigator so I can

00:25:42.159 --> 00:25:43.960
send not almost unlimited in-mail

00:25:43.980 --> 00:25:45.382
messages, but like I can send a ton.

00:25:45.422 --> 00:25:46.823
I have like fifty to one hundred in

00:25:47.363 --> 00:25:47.864
any given time.

00:25:48.144 --> 00:25:49.105
I hardly ever get to zero.

00:25:49.724 --> 00:25:52.268
And then then it renews and reloads this

00:25:52.307 --> 00:25:52.807
practice.

00:25:52.948 --> 00:25:54.470
If they were also like I know they're

00:25:54.490 --> 00:25:56.832
serious, go on LinkedIn or Google,

00:25:56.991 --> 00:25:59.874
go on the Google machine and find every

00:26:00.674 --> 00:26:02.736
hand therapists in the country and try to

00:26:03.375 --> 00:26:06.096
dm them directly so either linkedin dm and

00:26:06.136 --> 00:26:07.397
maybe you got to pay for it because

00:26:07.417 --> 00:26:10.439
you get too many dms go uh and

00:26:10.598 --> 00:26:14.401
and either instagram facebook try to find

00:26:14.441 --> 00:26:16.080
a list of all this all the chcs

00:26:16.101 --> 00:26:17.481
or hand therapists in the country find

00:26:17.501 --> 00:26:19.343
their names and go on every social media

00:26:19.363 --> 00:26:21.364
platform and dm the the thing that i've

00:26:21.384 --> 00:26:23.183
said on this on this show a hundred

00:26:23.223 --> 00:26:25.605
times which is like hey we have this

00:26:25.644 --> 00:26:26.125
opportunity

00:26:27.006 --> 00:26:29.449
who might you know or you want to

00:26:29.469 --> 00:26:31.171
go direct and say i don't know if

00:26:31.211 --> 00:26:32.731
this is of interest to you but because

00:26:32.751 --> 00:26:34.914
you're a hand expert as well i wanted

00:26:34.954 --> 00:26:36.756
to run this across your table go to

00:26:36.777 --> 00:26:38.979
a hands con ed course company and say

00:26:39.098 --> 00:26:40.039
all right what do you got go to

00:26:40.140 --> 00:26:44.003
apta section on hands the handy people so

00:26:44.023 --> 00:26:45.705
you're saying put up a hand job

00:26:45.865 --> 00:26:46.326
description

00:26:47.951 --> 00:26:48.652
is what you're saying.

00:26:49.053 --> 00:26:51.233
A specific hand jobs.

00:26:51.693 --> 00:26:51.933
Okay.

00:26:52.354 --> 00:26:52.994
Tony, go ahead.

00:26:53.095 --> 00:26:54.474
Get Jimmy, get out of here.

00:26:54.494 --> 00:26:55.135
All right.

00:26:55.155 --> 00:26:55.836
I'll see you guys.

00:26:56.615 --> 00:26:58.116
Oh, you're going to leave on that note.

00:27:01.464 --> 00:27:05.047
All right, just to finish that,

00:27:05.067 --> 00:27:06.067
since he was asking.

00:27:06.987 --> 00:27:08.347
Yeah, I mean, I think it's awesome.

00:27:08.548 --> 00:27:09.347
I love the copy.

00:27:09.387 --> 00:27:10.489
The copy sounds great.

00:27:10.989 --> 00:27:12.329
My approach would be,

00:27:12.849 --> 00:27:15.230
I think every geography, every state,

00:27:15.330 --> 00:27:17.332
every locale has a culture.

00:27:17.951 --> 00:27:18.892
Dave's in New York.

00:27:20.173 --> 00:27:21.614
There is a vibe,

00:27:21.653 --> 00:27:24.474
a culture to where you are that's probably

00:27:24.515 --> 00:27:26.736
very different than Ohio Midwest.

00:27:27.316 --> 00:27:29.537
we know people from Alaska we employed a

00:27:29.596 --> 00:27:32.618
guy from Alaska he went back to Alaska

00:27:32.659 --> 00:27:34.619
like there's something that draws people

00:27:34.660 --> 00:27:37.921
there and I would play on that culture

00:27:38.000 --> 00:27:41.863
that that uniqueness to it whether it's in

00:27:41.942 --> 00:27:45.184
social media or ads or whatever I would

00:27:45.244 --> 00:27:48.246
embody and the person who's sitting in

00:27:48.465 --> 00:27:49.626
Florida somewhere

00:27:50.599 --> 00:27:52.201
They're going to come across that content

00:27:52.280 --> 00:27:53.781
and be like, yeah, that sounds amazing.

00:27:54.501 --> 00:27:56.563
And they're going to be drawn into it

00:27:56.623 --> 00:27:58.545
because it's Alaska and because of the

00:27:58.585 --> 00:28:00.806
weirdness of Alaska, the uniqueness.

00:28:01.605 --> 00:28:03.928
You take planes more than you take cars,

00:28:03.968 --> 00:28:04.288
you know,

00:28:04.347 --> 00:28:06.348
like they're just things that are there.

00:28:08.630 --> 00:28:10.050
I want to switch topics just a little

00:28:10.070 --> 00:28:10.290
bit.

00:28:10.790 --> 00:28:12.652
I shared this on the chat.

00:28:12.711 --> 00:28:15.273
I'm going to pull up a picture.

00:28:15.314 --> 00:28:16.654
Did you see this at all, Dave,

00:28:16.694 --> 00:28:18.736
the WNBA grandma?

00:28:20.393 --> 00:28:21.094
Nope.

00:28:21.114 --> 00:28:21.233
Nope.

00:28:21.253 --> 00:28:21.433
Okay.

00:28:21.473 --> 00:28:22.775
So, so for people who are watching,

00:28:22.894 --> 00:28:25.636
this is a, an Instagram, I don't know,

00:28:25.757 --> 00:28:26.597
channel page.

00:28:27.298 --> 00:28:28.739
Um, and it's a woman.

00:28:29.180 --> 00:28:29.839
She says,

00:28:29.920 --> 00:28:33.282
I think she said she's and she's working

00:28:33.303 --> 00:28:37.605
to become an MBA or WNBA athlete.

00:28:38.346 --> 00:28:40.186
And so I'm looking at these videos.

00:28:40.247 --> 00:28:42.307
I saw the first one and I've seen

00:28:42.387 --> 00:28:44.108
a couple versions of this.

00:28:44.148 --> 00:28:46.851
Like there's a kid who who wants to

00:28:46.871 --> 00:28:49.132
make the varsity basketball team and he

00:28:49.152 --> 00:28:50.553
can't even shoot a basketball.

00:28:51.292 --> 00:28:53.153
There's just different versions of this.

00:28:53.193 --> 00:28:54.095
So I saw this one.

00:28:54.134 --> 00:28:54.494
I was like,

00:28:54.934 --> 00:28:56.375
there's something different about this.

00:28:56.695 --> 00:28:58.196
I can't put my finger on it.

00:28:59.297 --> 00:29:01.858
The views are decent.

00:29:02.818 --> 00:29:05.520
There's fifty eight posts on this account.

00:29:06.428 --> 00:29:08.169
They're only following two people.

00:29:08.769 --> 00:29:11.309
This is clearly not this woman's account.

00:29:11.529 --> 00:29:11.750
Like,

00:29:11.790 --> 00:29:14.031
immediately you realize this is not this

00:29:14.132 --> 00:29:15.571
eighty-eight year old woman's account.

00:29:16.212 --> 00:29:18.354
Most of these videos are her doing

00:29:18.673 --> 00:29:19.914
basketball drills,

00:29:20.174 --> 00:29:21.875
going into basketball shooting

00:29:21.934 --> 00:29:23.496
competitions, doing things.

00:29:23.516 --> 00:29:24.596
And

00:29:25.443 --> 00:29:26.443
They're all voiceover.

00:29:26.684 --> 00:29:28.664
I'm not even positive it's her actual

00:29:28.724 --> 00:29:30.685
voice, but they're really well done.

00:29:31.105 --> 00:29:32.426
They're great little videos.

00:29:32.967 --> 00:29:34.186
So finally,

00:29:34.468 --> 00:29:35.968
this morning I went back and I was

00:29:36.028 --> 00:29:36.528
like, all right,

00:29:36.548 --> 00:29:37.669
I'm going to scroll all the way to

00:29:37.689 --> 00:29:39.048
the back to the beginning.

00:29:39.388 --> 00:29:41.269
This was the screenshot that I shared

00:29:41.329 --> 00:29:41.990
originally.

00:29:43.570 --> 00:29:44.471
Pull it back up here.

00:29:45.152 --> 00:29:46.392
I don't know where day one is.

00:29:46.412 --> 00:29:47.833
It's kind of interesting that there's no

00:29:47.893 --> 00:29:48.492
day one.

00:29:49.153 --> 00:29:51.453
But what I came to realize as I

00:29:51.513 --> 00:29:53.394
scroll through these videos is

00:29:54.772 --> 00:29:57.054
This guy in the bottom center,

00:29:58.214 --> 00:30:00.276
I believe that's his grandma.

00:30:01.017 --> 00:30:04.699
He and another guy started this business

00:30:04.739 --> 00:30:06.299
for athletic wear.

00:30:06.359 --> 00:30:09.461
They want to break into, you know, genius,

00:30:09.582 --> 00:30:10.442
genius.

00:30:10.803 --> 00:30:12.943
I don't know if you remember and one.

00:30:13.084 --> 00:30:15.465
And when they were trying to compete with

00:30:15.865 --> 00:30:17.807
Nike and under the refrigerator.

00:30:18.346 --> 00:30:18.928
Absolutely.

00:30:20.108 --> 00:30:21.192
So what these guys,

00:30:21.432 --> 00:30:22.715
and now I'm speculating,

00:30:22.776 --> 00:30:24.961
but I believe what these guys have done

00:30:25.891 --> 00:30:27.571
they created this account they know this

00:30:27.632 --> 00:30:29.212
account is going to do amazing i mean

00:30:29.452 --> 00:30:32.134
it's at twenty five thousand followers i

00:30:32.193 --> 00:30:33.855
like to bookmark accounts like this

00:30:33.875 --> 00:30:36.115
because i follow the journey as they grow

00:30:36.296 --> 00:30:39.376
i remember alex hermosi when he had two

00:30:39.416 --> 00:30:42.898
thousand followers on youtube and now he's

00:30:43.078 --> 00:30:45.759
over you know several million um but it

00:30:45.779 --> 00:30:47.500
was the same thing like i found his

00:30:47.560 --> 00:30:50.522
page i i started to follow i knew

00:30:50.583 --> 00:30:52.403
he was going to do something really great

00:30:52.463 --> 00:30:53.763
even though i had never heard of him

00:30:53.784 --> 00:30:54.744
before in my life

00:30:55.509 --> 00:30:58.010
this will be an interesting account but

00:30:58.050 --> 00:30:59.352
like this is the kind of thing that

00:30:59.372 --> 00:31:01.913
we talk about all the time nobody wants

00:31:01.933 --> 00:31:03.935
to hear from two young guys selling

00:31:03.996 --> 00:31:07.178
apparel it's just boring but you get the

00:31:07.219 --> 00:31:09.721
grandma who wants to try out for the

00:31:10.040 --> 00:31:12.303
wmba and you follow her journey and you

00:31:12.363 --> 00:31:14.223
get to know her and you listen to

00:31:14.284 --> 00:31:16.945
her and you build a relationship with her

00:31:17.646 --> 00:31:20.189
i guarantee you've shared some patient

00:31:20.209 --> 00:31:22.009
videos i share a ton of patient videos

00:31:22.830 --> 00:31:24.951
Every single one of us out there has

00:31:24.991 --> 00:31:25.832
that patient.

00:31:26.673 --> 00:31:27.413
Super cute,

00:31:28.213 --> 00:31:30.595
very like magnetic personality.

00:31:31.214 --> 00:31:32.414
You can put them on camera.

00:31:32.435 --> 00:31:33.655
They're not going to go seek out the

00:31:33.675 --> 00:31:34.135
camera.

00:31:34.576 --> 00:31:36.676
Everybody loves that little lady,

00:31:36.717 --> 00:31:37.458
that little man.

00:31:38.848 --> 00:31:40.650
and this is where we would build an

00:31:40.710 --> 00:31:43.291
account to a million followers in less

00:31:43.311 --> 00:31:46.375
than a year just because our patient is

00:31:46.474 --> 00:31:49.217
so personable and and exciting to watch

00:31:50.257 --> 00:31:52.078
and we take them through this journey you

00:31:52.118 --> 00:31:54.240
know maybe it's not basketball maybe it's

00:31:54.721 --> 00:31:57.382
grandpa who's gonna go hike the grand

00:31:57.422 --> 00:32:01.625
canyon or or whatever it may be what

00:32:01.685 --> 00:32:02.685
are you thinking about that i i

00:32:06.569 --> 00:32:07.651
I feel like you've done this a little

00:32:07.671 --> 00:32:10.813
bit where you've made some of the clients

00:32:10.932 --> 00:32:12.653
almost like a mini...

00:32:12.673 --> 00:32:14.674
I don't want to say like a celebrity.

00:32:15.015 --> 00:32:16.296
You put them in the spotlight, right?

00:32:16.336 --> 00:32:16.935
Yeah.

00:32:17.336 --> 00:32:18.217
Even though your clients...

00:32:19.498 --> 00:32:22.019
So there's the entertainment side,

00:32:22.419 --> 00:32:26.020
like when you had the older guy with

00:32:26.060 --> 00:32:26.182
the...

00:32:27.363 --> 00:32:29.243
the joke books and that type of stuff.

00:32:29.864 --> 00:32:30.344
Yeah.

00:32:30.364 --> 00:32:31.703
I don't, I don't know.

00:32:32.044 --> 00:32:35.526
Have you done any of the like storyline

00:32:35.586 --> 00:32:37.465
type stuff of like progression for clients

00:32:37.486 --> 00:32:39.207
where you also put the same type of

00:32:39.227 --> 00:32:39.807
spotlight on them,

00:32:40.186 --> 00:32:41.847
but it's more from like a progress

00:32:41.887 --> 00:32:42.728
clinical side.

00:32:43.428 --> 00:32:44.888
Maybe you've done it with like getting up

00:32:44.929 --> 00:32:47.048
from the ground or using like that floor

00:32:47.068 --> 00:32:48.170
to, you know,

00:32:48.190 --> 00:32:49.549
get off the floor chair or whatever.

00:32:49.589 --> 00:32:50.230
But have you,

00:32:50.490 --> 00:32:51.111
have you done some of that?

00:32:51.131 --> 00:32:52.351
If you have, I might've missed it.

00:32:52.711 --> 00:32:53.451
I haven't done it.

00:32:53.531 --> 00:32:55.313
No, I've always talked about it.

00:32:55.393 --> 00:32:56.354
I've always wanted to.

00:32:56.394 --> 00:32:57.994
I think there's huge value in that.

00:32:58.055 --> 00:32:59.336
We get patients, you know,

00:32:59.536 --> 00:33:01.416
twenty four hours post-op from a total

00:33:01.436 --> 00:33:04.298
knee replacement through discharge.

00:33:05.700 --> 00:33:07.141
And I always say, like,

00:33:07.260 --> 00:33:08.501
I'm going to do that.

00:33:09.042 --> 00:33:09.923
But like most of us,

00:33:09.962 --> 00:33:11.023
I get busy in the clinic.

00:33:11.084 --> 00:33:12.625
I get busy with other things and I've

00:33:12.704 --> 00:33:14.425
never really put it together.

00:33:14.967 --> 00:33:15.366
But yeah,

00:33:15.426 --> 00:33:18.249
I think that's a brilliant idea for a

00:33:18.388 --> 00:33:21.971
series within what the channel provides.

00:33:22.531 --> 00:33:22.912
You know,

00:33:22.991 --> 00:33:24.933
so you could still do the one offs,

00:33:24.953 --> 00:33:26.335
you could still do the other stuff,

00:33:26.355 --> 00:33:28.938
but then you develop a series that a

00:33:28.998 --> 00:33:31.799
viewer starts to come back to and follow

00:33:31.859 --> 00:33:34.942
and watch the journey and relate to in

00:33:34.982 --> 00:33:36.825
that way.

00:33:36.924 --> 00:33:37.925
I wish I would do it.

00:33:38.566 --> 00:33:39.946
There are things that I know I should

00:33:39.987 --> 00:33:40.126
do.

00:33:40.228 --> 00:33:40.968
I want to do that.

00:33:41.008 --> 00:33:42.449
I just don't know how to get myself

00:33:42.489 --> 00:33:42.910
to do it.

00:33:43.069 --> 00:33:44.050
That's one of those things.

00:33:44.070 --> 00:33:47.534
Got it.

00:33:49.685 --> 00:33:52.827
i have seen other practices do it where

00:33:52.847 --> 00:33:55.229
it's kind of just um part of their

00:33:55.929 --> 00:33:57.990
different videos but i'm trying to think

00:33:58.029 --> 00:33:59.990
of any physical therapy practice where

00:34:00.451 --> 00:34:03.192
they have recurring and uh progression of

00:34:03.212 --> 00:34:04.894
videos of someone and they they're

00:34:04.913 --> 00:34:06.755
mentioning their name you know bob or john

00:34:06.815 --> 00:34:09.335
or mary or whatever um where they're

00:34:09.356 --> 00:34:10.757
making them kind of like a

00:34:12.983 --> 00:34:13.704
they're the focus,

00:34:13.744 --> 00:34:16.005
they're the spotlight and that they're

00:34:16.146 --> 00:34:18.106
trying to build them up like a mini

00:34:18.146 --> 00:34:18.606
celebrity.

00:34:19.246 --> 00:34:20.527
The thing that you showed of like the

00:34:20.547 --> 00:34:21.869
grandma with the basketball, like,

00:34:22.880 --> 00:34:25.161
that looks like the whole account is meant

00:34:25.181 --> 00:34:28.222
to be just the grandma trying to,

00:34:28.242 --> 00:34:29.663
you know, get better with basketball.

00:34:30.123 --> 00:34:31.023
Yeah.

00:34:31.083 --> 00:34:31.764
Which is genius.

00:34:31.804 --> 00:34:33.485
So most, most physical therapy practices,

00:34:33.505 --> 00:34:34.105
it's like they have their,

00:34:34.244 --> 00:34:35.905
like me and you, like, especially me,

00:34:35.925 --> 00:34:36.385
like we,

00:34:36.445 --> 00:34:38.146
we have our main account and then

00:34:38.186 --> 00:34:39.786
sometimes it's me and sometimes it's like

00:34:39.847 --> 00:34:41.387
one of my therapists and sometimes it's

00:34:41.427 --> 00:34:42.807
like one of our clients.

00:34:43.568 --> 00:34:44.648
Um, so yeah,

00:34:45.588 --> 00:34:45.748
I mean,

00:34:45.768 --> 00:34:47.050
it would kind of be extra work to

00:34:47.110 --> 00:34:49.873
like, I could have an account.

00:34:49.893 --> 00:34:50.014
Like,

00:34:50.114 --> 00:34:52.197
let's say I had a client that had

00:34:52.237 --> 00:34:53.639
made great progress.

00:34:54.059 --> 00:34:55.300
We tracked some videos over time.

00:34:55.320 --> 00:34:56.422
We had them like in our phone,

00:34:56.443 --> 00:34:57.844
like the way you have like a ton

00:34:57.864 --> 00:34:58.764
of videos in your phone.

00:34:59.875 --> 00:35:01.155
Would it make sense to then have a

00:35:01.275 --> 00:35:05.739
new account like for, you know, Mr.

00:35:05.778 --> 00:35:08.782
Bob Total Therapy Solutions and like in

00:35:08.802 --> 00:35:10.222
the link of the bio is like to

00:35:10.242 --> 00:35:11.164
your website or whatever.

00:35:11.983 --> 00:35:14.806
But the whole account would be like the

00:35:14.826 --> 00:35:16.327
grandma playing basketball that would link

00:35:16.347 --> 00:35:18.188
back to that company that's,

00:35:18.268 --> 00:35:19.969
would you say like selling sports apparel

00:35:20.010 --> 00:35:20.349
or whatever?

00:35:20.369 --> 00:35:21.670
Yeah, yeah.

00:35:21.791 --> 00:35:23.733
I think there's, you could do it.

00:35:23.972 --> 00:35:24.673
Absolutely.

00:35:25.014 --> 00:35:27.034
I think there's value in that.

00:35:27.876 --> 00:35:29.938
but now you start moving further and

00:35:29.958 --> 00:35:31.739
further away from all right are you a

00:35:31.780 --> 00:35:33.842
physical therapist or are you media do you

00:35:33.862 --> 00:35:36.224
have a team together you know gary vee

00:35:36.244 --> 00:35:37.826
and alex and all these guys are putting

00:35:37.885 --> 00:35:39.827
out hundreds of pieces of content a day

00:35:40.547 --> 00:35:42.730
i'm struggling to hit twenty pieces of

00:35:42.791 --> 00:35:44.692
content a day um

00:35:45.655 --> 00:35:48.036
if you don't have that i do think

00:35:48.096 --> 00:35:50.396
the channels the social media platforms

00:35:50.956 --> 00:35:52.958
they're making it available so that you

00:35:53.018 --> 00:35:54.737
don't have to have different channels if

00:35:54.757 --> 00:35:56.518
you came to me like ten years ago

00:35:56.539 --> 00:35:57.960
i'd be like a hundred percent different

00:35:57.980 --> 00:36:01.221
channels do not pollute one channel with

00:36:01.420 --> 00:36:04.702
posting from another you know focus now

00:36:04.862 --> 00:36:06.682
youtube has um

00:36:07.603 --> 00:36:09.403
They have a heading inside their analytics

00:36:09.844 --> 00:36:10.505
platform.

00:36:10.985 --> 00:36:12.586
I think it's called shows.

00:36:12.847 --> 00:36:13.967
I think it's called shows.

00:36:15.208 --> 00:36:17.650
Other Facebook and Instagram,

00:36:17.690 --> 00:36:18.911
I think they have series,

00:36:18.931 --> 00:36:20.632
which is kind of like playlists.

00:36:21.072 --> 00:36:24.335
So each of these platforms is trying to

00:36:24.536 --> 00:36:26.177
turn you into a network.

00:36:26.637 --> 00:36:28.579
CBS, NBC, Fox,

00:36:28.978 --> 00:36:30.460
they want you to have shows.

00:36:30.501 --> 00:36:32.501
Those shows are on a specific topic so

00:36:32.521 --> 00:36:34.684
you don't have to break out to create

00:36:34.704 --> 00:36:35.824
a new channel anymore.

00:36:36.445 --> 00:36:38.786
now you would put that content under that

00:36:39.385 --> 00:36:41.686
category within the platform itself.

00:36:43.407 --> 00:36:44.367
But I think for us,

00:36:44.387 --> 00:36:46.288
for PT clinicians in general,

00:36:46.967 --> 00:36:49.648
I think we totally could have buckets,

00:36:49.688 --> 00:36:50.548
content buckets.

00:36:50.588 --> 00:36:52.630
And that's the thing ChatGPT has developed

00:36:52.670 --> 00:36:53.090
for me,

00:36:53.590 --> 00:36:55.771
where maybe you have an anatomy bucket,

00:36:56.150 --> 00:36:57.811
where every day you're going to post

00:36:57.831 --> 00:36:59.711
something related to an anatomy

00:36:59.911 --> 00:37:02.132
illustration, image, example.

00:37:02.873 --> 00:37:05.175
and then you have a success bucket.

00:37:05.235 --> 00:37:07.338
So you show that patient who's had some

00:37:07.418 --> 00:37:09.362
breakthrough and some great success.

00:37:10.422 --> 00:37:12.746
And if you have ten buckets and every

00:37:12.786 --> 00:37:14.889
day you're putting something in out of one

00:37:14.909 --> 00:37:17.052
of those buckets on your platform,

00:37:18.032 --> 00:37:20.355
You basically just run through that

00:37:20.394 --> 00:37:21.016
framework.

00:37:21.115 --> 00:37:24.019
That's what I'm working on to get me

00:37:24.059 --> 00:37:25.561
to ten reels.

00:37:25.581 --> 00:37:29.047
I think it's like eight photos and two

00:37:29.086 --> 00:37:29.788
text posts,

00:37:30.489 --> 00:37:32.271
but they all come out of these content

00:37:32.311 --> 00:37:33.652
buckets that I just follow.

00:37:33.913 --> 00:37:34.974
So I don't have to think about it

00:37:35.014 --> 00:37:35.335
anymore.

00:37:37.610 --> 00:37:39.052
And that probably makes it a lot easier

00:37:39.092 --> 00:37:41.353
for you to then repeatedly do it, right?

00:37:41.373 --> 00:37:42.474
Because you got to the point where like

00:37:42.494 --> 00:37:43.713
you had to do some of that planning

00:37:43.733 --> 00:37:44.514
and thinking up front,

00:37:44.534 --> 00:37:45.994
but then eventually you just like,

00:37:46.815 --> 00:37:48.416
for me now, and I'm sure for you,

00:37:48.436 --> 00:37:50.056
it's just like your brain is just almost

00:37:50.137 --> 00:37:52.398
on like autopilot when you have the

00:37:52.418 --> 00:37:52.719
videos.

00:37:52.798 --> 00:37:53.559
And now it's just like,

00:37:53.898 --> 00:37:54.340
I just have to,

00:37:54.980 --> 00:37:56.121
grab them, upload them,

00:37:56.641 --> 00:37:57.864
make sure it uploads properly,

00:37:58.405 --> 00:38:00.467
maybe a quick description, caption,

00:38:00.487 --> 00:38:01.849
whatever, but then it's out there.

00:38:01.889 --> 00:38:03.331
So it's like a little bit of thinking

00:38:03.351 --> 00:38:04.032
and planning up front,

00:38:04.052 --> 00:38:06.376
but then eventually it's like less mental

00:38:06.416 --> 00:38:06.596
load.

00:38:06.635 --> 00:38:08.639
It's more of just like manually posting

00:38:08.659 --> 00:38:10.981
them or using some other tool or whatever

00:38:11.222 --> 00:38:11.722
to post it.

00:38:12.318 --> 00:38:13.018
Which honestly,

00:38:13.097 --> 00:38:15.039
isn't that what we've done as clinicians,

00:38:15.398 --> 00:38:16.699
like in a good way?

00:38:17.340 --> 00:38:18.880
You know, I was thinking yesterday,

00:38:18.940 --> 00:38:19.981
so I don't know.

00:38:20.041 --> 00:38:21.081
I don't think you were on the show

00:38:21.121 --> 00:38:21.621
the other day.

00:38:21.840 --> 00:38:22.822
I took a student.

00:38:22.942 --> 00:38:25.021
I haven't had a student for like ten

00:38:25.061 --> 00:38:25.322
years.

00:38:25.382 --> 00:38:26.603
I don't think I've had a student since

00:38:26.643 --> 00:38:27.342
before COVID.

00:38:28.302 --> 00:38:29.503
It's a high school student,

00:38:29.583 --> 00:38:30.963
not a DPT student.

00:38:31.003 --> 00:38:34.626
She's thinking about PT versus orthopedic

00:38:34.666 --> 00:38:35.005
surgery.

00:38:35.976 --> 00:38:37.496
And so yesterday, you know,

00:38:37.876 --> 00:38:38.978
when I've got this student,

00:38:39.358 --> 00:38:41.179
I can't control myself.

00:38:41.239 --> 00:38:42.860
I feel like I have to educate,

00:38:42.880 --> 00:38:43.722
I have to inform,

00:38:43.742 --> 00:38:45.543
I have to let them know what I'm

00:38:45.583 --> 00:38:47.023
thinking, why I'm thinking this.

00:38:47.525 --> 00:38:49.565
So at the two o'clock spot on my

00:38:49.626 --> 00:38:51.608
schedule, I had two patients, both female,

00:38:52.248 --> 00:38:53.248
both low back pain,

00:38:53.750 --> 00:38:56.672
but completely polar opposite contacts.

00:38:56.731 --> 00:38:58.653
Like one had spinal stenosis.

00:38:59.074 --> 00:39:00.635
She couldn't stand for very long.

00:39:00.695 --> 00:39:02.717
Soon as she sits, the symptoms turn off.

00:39:03.077 --> 00:39:04.619
The other one had a disc issue,

00:39:05.039 --> 00:39:05.860
couldn't sit.

00:39:06.161 --> 00:39:08.023
The longer she stood, the better she did.

00:39:08.063 --> 00:39:09.623
You know, one response to flexion,

00:39:09.764 --> 00:39:11.166
one response to extension,

00:39:11.226 --> 00:39:15.530
both of them classic examples of the

00:39:15.570 --> 00:39:16.190
condition.

00:39:17.130 --> 00:39:19.672
but completely polar opposite but both

00:39:19.753 --> 00:39:21.853
have low back pain and so it gives

00:39:21.893 --> 00:39:23.474
me a chance to talk to this student

00:39:23.514 --> 00:39:25.996
kind of like explain look we do different

00:39:26.016 --> 00:39:28.998
things same kind of complaint but we

00:39:29.018 --> 00:39:32.440
approach it differently and for me and and

00:39:32.480 --> 00:39:34.461
for you and for so many people watching

00:39:34.501 --> 00:39:34.762
this

00:39:35.938 --> 00:39:36.119
You know,

00:39:36.360 --> 00:39:38.041
once you make kind of the general

00:39:38.081 --> 00:39:39.023
diagnosis,

00:39:39.523 --> 00:39:41.626
you do just kind of fall into autopilot.

00:39:42.106 --> 00:39:44.268
I feel myself saying the things that I

00:39:44.309 --> 00:39:46.391
say to a person with classic spinal

00:39:46.431 --> 00:39:47.052
stenosis.

00:39:47.112 --> 00:39:48.954
I feel myself doing the things that you

00:39:48.994 --> 00:39:50.918
do with a person with classic spinal

00:39:50.938 --> 00:39:51.498
stenosis.

00:39:53.380 --> 00:39:55.681
um the mental load is decreased because

00:39:55.701 --> 00:39:58.262
we've done it thousands of times thousands

00:39:58.302 --> 00:40:00.704
of reps you get up to the plate

00:40:01.143 --> 00:40:03.264
you're watching the pitcher you see the

00:40:03.284 --> 00:40:05.487
pitch coming this is where i always talk

00:40:05.527 --> 00:40:07.847
about baseball i'm like i understand

00:40:07.887 --> 00:40:10.650
reaction time and how fast that pitch is

00:40:10.710 --> 00:40:13.431
coming and how how little time you have

00:40:13.471 --> 00:40:15.472
to make the decision on swinging or don't

00:40:15.512 --> 00:40:17.574
swing but i really think there are

00:40:17.713 --> 00:40:20.454
elements subconsciously that you as the

00:40:20.474 --> 00:40:20.856
batter

00:40:21.900 --> 00:40:24.621
already you're thinking about when you

00:40:24.661 --> 00:40:26.402
just, you know who the pitcher is,

00:40:26.443 --> 00:40:27.784
you know how they're standing,

00:40:27.824 --> 00:40:30.365
you see what they're doing before the ball

00:40:30.505 --> 00:40:32.146
ever comes into view,

00:40:32.827 --> 00:40:34.708
you already kind of start to have an

00:40:34.809 --> 00:40:36.110
idea of what's gonna happen.

00:40:36.889 --> 00:40:38.990
And so it's the same with this,

00:40:39.072 --> 00:40:40.231
it's the same in therapy,

00:40:40.271 --> 00:40:41.512
it's the same in media,

00:40:41.552 --> 00:40:44.155
it's the same in advertising and marketing

00:40:44.195 --> 00:40:45.135
and all of that stuff.

00:40:45.255 --> 00:40:46.295
Once you have the reps,

00:40:46.315 --> 00:40:49.458
it doesn't take that much more thought to

00:40:49.619 --> 00:40:50.119
execute.

00:40:52.507 --> 00:40:54.289
It takes some challenge and effort and

00:40:54.369 --> 00:40:57.831
reps and sometimes trial and error to do

00:40:57.871 --> 00:41:00.775
all that physical effort or mental effort

00:41:00.815 --> 00:41:02.056
on the front end to then get to

00:41:02.097 --> 00:41:04.679
the point where the decision-making

00:41:04.739 --> 00:41:08.402
process later becomes like second nature.

00:41:09.284 --> 00:41:11.385
Yeah, but eventually it does.

00:41:11.447 --> 00:41:14.409
Like when I was competing in martial arts,

00:41:15.005 --> 00:41:17.047
I wasn't sitting there thinking like,

00:41:17.447 --> 00:41:18.527
this is what I'm gonna do.

00:41:18.547 --> 00:41:19.427
And if he does this,

00:41:19.467 --> 00:41:20.068
I'm gonna do that.

00:41:20.088 --> 00:41:21.048
You just respond.

00:41:21.349 --> 00:41:24.130
It's like innate because it happens so

00:41:24.210 --> 00:41:24.791
quickly.

00:41:25.371 --> 00:41:26.851
And that's what makes a professional

00:41:26.952 --> 00:41:29.393
athlete make it look so easy.

00:41:30.293 --> 00:41:31.413
Because the thought's gone.

00:41:32.233 --> 00:41:34.014
And I think that's where a lot of

00:41:34.074 --> 00:41:34.353
us now,

00:41:34.893 --> 00:41:36.994
I think it gets a negative connotation in

00:41:37.034 --> 00:41:37.514
PT.

00:41:38.114 --> 00:41:40.155
I shared that statement years ago where I

00:41:40.175 --> 00:41:40.514
was like,

00:41:40.875 --> 00:41:42.195
you shouldn't be thinking about

00:41:42.295 --> 00:41:43.115
documentation.

00:41:43.175 --> 00:41:44.775
Documentation should just come out.

00:41:44.835 --> 00:41:45.536
It just happens.

00:41:46.076 --> 00:41:47.817
You shouldn't be thinking about a lot of

00:41:47.836 --> 00:41:49.757
the things we do with a patient because

00:41:49.777 --> 00:41:51.717
you've done this thousands of times.

00:41:52.277 --> 00:41:54.057
And of course, that turned into, oh,

00:41:54.137 --> 00:41:55.117
you're not, you know,

00:41:55.657 --> 00:41:57.617
it doesn't require skill and you're not

00:41:57.759 --> 00:41:59.858
using your knowledge or whatever.

00:42:01.817 --> 00:42:03.978
uh anyway what else has been on your

00:42:04.018 --> 00:42:09.701
mind lately um other than the meta ads

00:42:10.420 --> 00:42:14.402
um our our virtual assistant uh louise our

00:42:14.443 --> 00:42:16.824
who a patient client facing we call our

00:42:16.864 --> 00:42:19.204
care coordinator but it's just our virtual

00:42:19.224 --> 00:42:21.244
assistant in costa rica he's three weeks

00:42:21.364 --> 00:42:24.827
in or four weeks no crystal my new

00:42:24.867 --> 00:42:27.168
therapist this is her third week so louise

00:42:27.188 --> 00:42:28.869
is in his fourth week so we had

00:42:28.889 --> 00:42:29.369
a full week

00:42:30.088 --> 00:42:33.469
uh ramp up before crystal started um and

00:42:33.489 --> 00:42:34.931
it's amazing it's going really really well

00:42:34.951 --> 00:42:36.632
i as you and i and jimmy were

00:42:36.672 --> 00:42:38.952
talking we had a lead come in and

00:42:39.092 --> 00:42:40.373
you know made sure that you know he's

00:42:40.512 --> 00:42:41.914
he's got one person he's calling then he's

00:42:41.934 --> 00:42:44.875
got another person to call so um the

00:42:45.815 --> 00:42:49.237
the ability for someone to get one of

00:42:49.257 --> 00:42:52.458
our leads speak with them uh

00:42:53.237 --> 00:42:54.478
get their credit card information,

00:42:55.217 --> 00:42:56.418
book them onto the medical record,

00:42:56.978 --> 00:42:58.860
and then email and alert the therapist.

00:42:58.900 --> 00:42:59.280
Like, hey,

00:42:59.340 --> 00:43:01.681
I got a new client evaluation booked on

00:43:01.702 --> 00:43:03.083
your calendar for this day and this time.

00:43:03.123 --> 00:43:04.523
And it's a clinic visit or a home

00:43:04.543 --> 00:43:04.884
visit.

00:43:04.925 --> 00:43:05.664
And if it's a home visit,

00:43:05.704 --> 00:43:06.425
here's the address.

00:43:06.465 --> 00:43:09.507
And then the payment gets processed by our

00:43:09.547 --> 00:43:10.307
admin, Kathy.

00:43:10.327 --> 00:43:12.708
Like it's just, oh my gosh, Tony, just...

00:43:13.650 --> 00:43:14.329
Just amazing,

00:43:14.369 --> 00:43:18.552
just amazing to continue to delegate and

00:43:19.012 --> 00:43:19.733
grow this team.

00:43:20.594 --> 00:43:23.876
That is not necessarily like a recent

00:43:23.936 --> 00:43:24.275
step,

00:43:24.775 --> 00:43:25.856
but it's been something that we've been

00:43:25.896 --> 00:43:28.318
working on and it's amazing.

00:43:29.097 --> 00:43:29.219
Now,

00:43:29.239 --> 00:43:34.021
let me ask you why virtual assistant out

00:43:34.061 --> 00:43:36.802
of the country as opposed to putting the

00:43:36.842 --> 00:43:38.463
time and effort to finding somebody

00:43:38.543 --> 00:43:38.963
locally?

00:43:41.072 --> 00:43:41.672
Maybe we will.

00:43:44.137 --> 00:43:47.402
We're using this US-based company that I

00:43:47.422 --> 00:43:50.025
think they're affiliated with some cash

00:43:50.346 --> 00:43:51.248
physical therapy practice,

00:43:51.307 --> 00:43:52.849
one of the guys.

00:43:52.889 --> 00:43:55.313
Then he or his spouse or whatever,

00:43:55.474 --> 00:43:56.094
they started this

00:43:57.269 --> 00:43:59.610
company where, uh, and they were hitting,

00:43:59.731 --> 00:43:59.951
you know,

00:43:59.971 --> 00:44:01.510
I was getting targeted with ads even last

00:44:01.550 --> 00:44:01.771
year.

00:44:02.052 --> 00:44:02.891
So in twenty twenty five,

00:44:02.911 --> 00:44:03.952
I was getting targeted with these ads,

00:44:03.972 --> 00:44:05.432
which is like, uh,

00:44:05.452 --> 00:44:06.512
but it spoke directly to me.

00:44:06.572 --> 00:44:07.092
This is why.

00:44:07.492 --> 00:44:09.034
Because for me to for me to just

00:44:09.074 --> 00:44:10.454
go from scratch, right?

00:44:10.474 --> 00:44:10.753
Like, all right,

00:44:10.773 --> 00:44:11.914
I'm going to go out into Brooklyn.

00:44:11.954 --> 00:44:13.875
Let's see how my neighborhood I'm going to

00:44:13.974 --> 00:44:15.096
ask people who wants to be on the

00:44:15.115 --> 00:44:15.536
phone,

00:44:16.496 --> 00:44:17.697
who's going to be good with rejection,

00:44:17.737 --> 00:44:20.197
who's going to know how to or want

00:44:20.237 --> 00:44:21.878
to have the effort to put in time

00:44:21.898 --> 00:44:24.398
and effort to learn how to basically

00:44:25.259 --> 00:44:27.320
go through like almost like a framework

00:44:27.360 --> 00:44:30.340
and a script to sell self pay out

00:44:30.380 --> 00:44:31.519
of pocket physical therapy.

00:44:32.181 --> 00:44:32.380
I mean,

00:44:32.420 --> 00:44:34.940
for me to just go and just start

00:44:34.981 --> 00:44:36.942
from scratch or my network.

00:44:37.161 --> 00:44:38.621
Hey, hey, network,

00:44:38.742 --> 00:44:40.061
who might you know that would be

00:44:40.123 --> 00:44:42.882
interested in working from home, working,

00:44:42.943 --> 00:44:43.202
you know,

00:44:43.242 --> 00:44:46.884
in a in a CRM like high level

00:44:47.143 --> 00:44:50.125
and call our leads back and call,

00:44:50.224 --> 00:44:51.925
you know, reactivate people and all that.

00:44:52.824 --> 00:44:53.885
Could I could I do all that?

00:44:54.065 --> 00:44:54.666
Yes, totally.

00:44:55.423 --> 00:44:59.427
but the company who ran meta ads last

00:44:59.467 --> 00:44:59.947
year to me,

00:45:00.568 --> 00:45:01.989
I was on a webinar and I was

00:45:02.010 --> 00:45:03.150
already warmed up with them.

00:45:03.590 --> 00:45:04.032
And I probably,

00:45:04.112 --> 00:45:05.092
I should have done this last year.

00:45:05.492 --> 00:45:05.853
And I didn't,

00:45:05.932 --> 00:45:07.094
I should have done this years ago or

00:45:07.134 --> 00:45:07.755
whatever, but I didn't.

00:45:08.704 --> 00:45:09.023
Um,

00:45:09.065 --> 00:45:12.306
but they coach and train these individuals

00:45:12.686 --> 00:45:14.088
where English is their second language and

00:45:14.108 --> 00:45:16.369
they have a minimal accent.

00:45:17.291 --> 00:45:19.652
So probably just ease of use, Tony,

00:45:19.672 --> 00:45:20.472
probably just like,

00:45:20.793 --> 00:45:22.375
that's what was on the top of my

00:45:22.414 --> 00:45:22.655
mind.

00:45:23.094 --> 00:45:25.177
This company trains them, they coach them,

00:45:25.717 --> 00:45:27.559
they do call review, um,

00:45:27.900 --> 00:45:29.681
And then by the time they get in

00:45:29.702 --> 00:45:30.061
front of me,

00:45:30.702 --> 00:45:32.063
I get a couple of candidate videos and

00:45:32.083 --> 00:45:35.103
I get to see who sounds well reading

00:45:35.143 --> 00:45:38.465
like a cash PT script before I even

00:45:38.505 --> 00:45:38.885
speak with them.

00:45:38.925 --> 00:45:40.306
I get to see how they are on

00:45:40.327 --> 00:45:43.628
video and then do one or two interview

00:45:43.648 --> 00:45:43.987
calls.

00:45:44.007 --> 00:45:46.969
And then I had two of them start

00:45:47.070 --> 00:45:48.010
the last three weeks.

00:45:48.150 --> 00:45:49.951
And then the one that was better won

00:45:49.971 --> 00:45:50.431
the job.

00:45:51.172 --> 00:45:54.572
And our guy, Luis, is doing really well.

00:45:56.782 --> 00:45:58.905
Is that maybe a long-winded answer as to

00:45:58.925 --> 00:45:59.105
why?

00:45:59.284 --> 00:45:59.786
No, no.

00:46:00.425 --> 00:46:02.768
Is there a significant price difference in

00:46:02.827 --> 00:46:03.829
what you're paying,

00:46:04.269 --> 00:46:06.992
whether it's somebody overseas versus

00:46:07.072 --> 00:46:10.594
somebody here?

00:46:10.735 --> 00:46:11.536
At the end of the day,

00:46:11.576 --> 00:46:13.416
when you add in all...

00:46:13.478 --> 00:46:14.619
Still significantly less.

00:46:16.347 --> 00:46:18.668
Then U S based or now listen in

00:46:18.688 --> 00:46:19.369
the, in the future.

00:46:19.429 --> 00:46:21.670
So someone I'm trying to remember who

00:46:21.710 --> 00:46:22.010
someone,

00:46:22.331 --> 00:46:25.614
someone pushed back and it might even have

00:46:25.634 --> 00:46:26.675
been Joey Albritton.

00:46:26.835 --> 00:46:27.394
I can't remember.

00:46:27.454 --> 00:46:28.916
It might've been him that I spoke with

00:46:28.936 --> 00:46:30.376
like in the past month or whatever,

00:46:31.237 --> 00:46:32.699
or someone on his team might've pushed

00:46:32.719 --> 00:46:35.239
back and said, you know,

00:46:35.481 --> 00:46:37.722
you're in New York city and you're trying

00:46:37.742 --> 00:46:40.704
to sell high ticket or whatever,

00:46:40.784 --> 00:46:41.784
like out of pocket.

00:46:43.068 --> 00:46:45.811
physical therapy over time and packages

00:46:45.851 --> 00:46:46.873
and programs and all that type of stuff.

00:46:46.893 --> 00:46:48.155
Like, and they're like,

00:46:48.175 --> 00:46:50.396
wouldn't it make sense to pay someone that

00:46:50.416 --> 00:46:51.557
like knows the area,

00:46:51.739 --> 00:46:54.320
like that knows like the intersections and

00:46:54.702 --> 00:46:55.802
the museums, the restaurants.

00:46:55.822 --> 00:46:57.123
I was like, actually like, that's,

00:46:58.356 --> 00:47:00.157
That is, that does, you're right.

00:47:00.177 --> 00:47:01.398
Like that does make sense.

00:47:01.998 --> 00:47:03.159
And should I,

00:47:03.679 --> 00:47:05.139
should I consider paying that type of a

00:47:05.199 --> 00:47:06.701
person who can work remotely?

00:47:06.721 --> 00:47:07.322
Maybe they used to,

00:47:07.742 --> 00:47:08.742
maybe they're like you,

00:47:08.782 --> 00:47:09.862
they used to live in long Island.

00:47:09.882 --> 00:47:11.605
Maybe they used to live in New York

00:47:11.625 --> 00:47:12.065
city area.

00:47:12.125 --> 00:47:13.266
And then now they live in some other

00:47:13.306 --> 00:47:14.666
state like Florida or wherever else.

00:47:15.527 --> 00:47:17.027
Would that make sense to pay that type

00:47:17.047 --> 00:47:17.708
of person like.

00:47:18.369 --> 00:47:20.849
Seventy-five K or a hundred K or whatever,

00:47:20.891 --> 00:47:21.670
like, well, I don't know, whatever,

00:47:21.931 --> 00:47:22.552
or like base.

00:47:22.612 --> 00:47:24.353
And then some performance pay based off of

00:47:24.393 --> 00:47:25.753
like conversions and arrivals and all

00:47:25.793 --> 00:47:25.954
that.

00:47:25.974 --> 00:47:27.655
And I was like, yeah, totally.

00:47:28.987 --> 00:47:30.728
But this company made it easy for me.

00:47:30.989 --> 00:47:32.429
They're targeting me with ads.

00:47:33.070 --> 00:47:35.070
I got warmed up last year on some

00:47:35.570 --> 00:47:37.532
webinars and saw what they do and saw

00:47:37.552 --> 00:47:38.393
their testimonials,

00:47:39.052 --> 00:47:40.634
spoke with the owner a couple of times.

00:47:41.514 --> 00:47:43.275
They just had a very easy process.

00:47:43.295 --> 00:47:44.635
So it's like, OK,

00:47:44.976 --> 00:47:46.396
at some point with business and making

00:47:46.436 --> 00:47:46.916
decisions,

00:47:46.996 --> 00:47:50.119
my my rule of thumb is like take

00:47:50.159 --> 00:47:52.039
action and get started.

00:47:52.420 --> 00:47:54.280
And then this might only be a temporary

00:47:54.320 --> 00:47:54.501
thing.

00:47:55.614 --> 00:47:57.255
And then maybe maybe in six to twelve

00:47:57.295 --> 00:47:57.916
months or whatever,

00:47:57.976 --> 00:48:00.436
maybe it is someone who lives in New

00:48:00.456 --> 00:48:01.556
York City and then I got to pay

00:48:01.597 --> 00:48:03.456
them like a full, you know,

00:48:03.496 --> 00:48:04.938
full salary or, you know,

00:48:04.998 --> 00:48:05.898
benefits and all that.

00:48:06.757 --> 00:48:08.418
If I see progress,

00:48:08.458 --> 00:48:10.298
but I if there's some shortcomings with

00:48:10.338 --> 00:48:13.519
someone who where Spanish is their first

00:48:13.579 --> 00:48:14.039
language,

00:48:14.539 --> 00:48:15.661
English is their second language.

00:48:15.701 --> 00:48:17.420
They need Google Maps to pull up like

00:48:17.440 --> 00:48:19.262
the intersections and all that for home

00:48:19.282 --> 00:48:20.161
visits and scheduling.

00:48:21.202 --> 00:48:23.302
So that is absolutely a consideration.

00:48:24.338 --> 00:48:26.360
So any anyone watching or listening like

00:48:26.420 --> 00:48:29.965
Tony will will always kind of cut through

00:48:29.985 --> 00:48:33.289
the noise and find like what's what's what

00:48:33.309 --> 00:48:33.670
about this?

00:48:33.690 --> 00:48:34.391
Have you considered this?

00:48:34.411 --> 00:48:35.092
Have you thought about this?

00:48:35.112 --> 00:48:36.173
So I appreciate you, Tony.

00:48:36.775 --> 00:48:38.775
yeah well let's let's wrap it up i

00:48:38.876 --> 00:48:41.177
i think what this shows is like we're

00:48:41.217 --> 00:48:43.478
not married forever just because you

00:48:43.498 --> 00:48:45.739
started doing this this this was a low

00:48:45.838 --> 00:48:49.041
risk low barrier to entry easy to do

00:48:49.420 --> 00:48:52.021
test the water see what happens and and

00:48:52.222 --> 00:48:54.262
if it develops you know and you decide

00:48:54.322 --> 00:48:56.164
later that yeah i want to get somebody

00:48:56.224 --> 00:48:58.184
local i want to really double down on

00:48:58.224 --> 00:49:00.726
this absolutely at least now you have

00:49:00.806 --> 00:49:01.726
proof of concept

00:49:02.367 --> 00:49:04.208
It's just like bringing the PT student

00:49:04.309 --> 00:49:06.150
into the clinic before you extend an

00:49:06.311 --> 00:49:06.731
offer.

00:49:07.271 --> 00:49:09.514
It gives you a chance to see what

00:49:09.574 --> 00:49:10.596
it's going to be like.

00:49:11.476 --> 00:49:15.880
Parting shot, Dave.

00:49:16.061 --> 00:49:16.742
Parting shot.

00:49:18.318 --> 00:49:19.480
It's like, yeah,

00:49:19.500 --> 00:49:20.500
it's never going to be perfect.

00:49:20.559 --> 00:49:22.501
So especially even if you're,

00:49:22.681 --> 00:49:24.023
if you're a staff PT looking to go

00:49:24.083 --> 00:49:25.164
do that job in Alaska,

00:49:25.384 --> 00:49:27.085
or if you're a practice owner like us,

00:49:28.206 --> 00:49:29.786
trying to navigate social media or your

00:49:29.827 --> 00:49:31.467
virtual assistant or whatever,

00:49:31.628 --> 00:49:32.668
or hiring or whatever,

00:49:32.768 --> 00:49:35.871
like you have to just take action knowing

00:49:35.911 --> 00:49:37.411
that it's never always going to be perfect

00:49:37.592 --> 00:49:39.172
or, or ideal.

00:49:39.932 --> 00:49:41.675
And the worst thing is,

00:49:42.394 --> 00:49:44.858
is to not take action so it's better

00:49:44.898 --> 00:49:46.739
to it's actually better for me to like

00:49:46.780 --> 00:49:49.282
go i'm gonna go hire this like virtual

00:49:49.302 --> 00:49:51.125
assistant that lives in costa rica even

00:49:51.144 --> 00:49:53.827
though tony's nicely like well i mean why

00:49:53.867 --> 00:49:55.570
would why did you do that basically like

00:49:55.650 --> 00:49:56.891
i'm putting words in your mouth like

00:49:56.931 --> 00:49:59.094
basically like why that route like of all

00:49:59.153 --> 00:50:01.016
routes like why that route and it's

00:50:01.056 --> 00:50:02.157
because it's better for me

00:50:03.097 --> 00:50:06.581
to take that route right now because

00:50:06.601 --> 00:50:09.322
that's the the next uh or next best

00:50:09.563 --> 00:50:11.085
alternative what's that like the there's

00:50:11.105 --> 00:50:13.987
like a some um abbreviation but like the

00:50:14.047 --> 00:50:15.608
next best alternative or whatever like

00:50:15.628 --> 00:50:18.311
that's the next best route for us right

00:50:18.351 --> 00:50:20.972
now and that's better than analysis by

00:50:21.012 --> 00:50:22.715
paralysis and not doing anything at all

00:50:23.981 --> 00:50:26.123
All right, guys, it is Thursday already.

00:50:26.163 --> 00:50:28.023
My gosh, it's almost October.

00:50:28.625 --> 00:50:29.005
Come back.

00:50:29.045 --> 00:50:33.027
Watch eight thirty eight thirty a.m.

00:50:33.427 --> 00:50:34.407
Eastern time zone.

00:50:34.467 --> 00:50:35.108
See you Tuesday.

00:50:35.128 --> 00:50:35.768
See you Thursday.

00:50:35.809 --> 00:50:37.250
Dave, you have an amazing weekend.

00:50:37.269 --> 00:50:38.150
You too.

00:50:38.170 --> 00:50:38.831
Thanks.

00:50:42.197 --> 00:50:42.438
That's it.

00:50:42.458 --> 00:50:42.657
We're out.

00:50:42.677 --> 00:50:44.177
Boys, what the hell are you doing?

00:50:44.237 --> 00:50:47.059
Follow Tony Meritato on YouTube at Total

00:50:47.079 --> 00:50:48.139
Therapy Solution.

00:50:48.179 --> 00:50:49.181
Find Dave Kittle at

00:50:49.201 --> 00:50:52.402
conciergepainrelief.com and on YouTube at

00:50:52.422 --> 00:50:53.583
The Dave Kittle Show.

00:50:53.922 --> 00:50:57.063
And follow Jimmy McKay at PT Podcasts on

00:50:57.224 --> 00:50:58.224
YouTube, the socials,

00:50:58.324 --> 00:51:00.085
and wherever you binge podcasts you

00:51:00.125 --> 00:51:01.786
pretend are for CEUs.

00:51:02.085 --> 00:51:03.527
And hey, just a reminder,

00:51:04.007 --> 00:51:05.268
none of this was for advice.

00:51:05.307 --> 00:51:06.668
This was for entertainment only.

00:51:06.688 --> 00:51:08.509
Our lawyers say that counts.

00:51:08.588 --> 00:51:09.469
Thanks, Keith.