When Your Clinic Hits a Wall: Debt, Payroll, and Profit

WEBVTT

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Good morning.

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Welcome back to PT Breakfast Club,

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the only live show where we sip coffee,

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talk cash flow,

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and keep it way too real

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about building the clinic

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you actually love.

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Alongside of me, Dave and Tony.

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Good morning, gentlemen,

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with the Eagles mug.

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I went full Chewbacca with

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the mug this morning.

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Somebody gave this to me and

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I haven't done dishes in a while,

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so now I'm pulling out

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Christmas presents that I

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haven't actually used yet.

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There you go.

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Beautiful.

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We have a new member of the team today.

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Did you know this?

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A full-time member of the team.

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No PTO, no nothing.

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Dave is going to say that

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this full-time member only

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gets a fifty percent vote, though.

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That's correct.

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Although the new member of

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the team might be a

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thousand times smarter than

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all of us combined.

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So we had a problem.

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And of course,

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I run to AI now to help me solve it.

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And it turns out AI not only

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helps me solve it, AI is the answer.

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Here's what I mean.

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We have a group chat that we

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share ideas in.

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And this is like the best way to do it.

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This is how I was taught in

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radio to do it before we had cell phones.

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You keep like a little, you know,

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a little pad in your pocket

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and you write stuff down.

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So when you're on the air,

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you remember what that

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random thought was when you

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were in line at the

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supermarket so you can talk about it.

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Otherwise, you're like,

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I'll remember it and you won't.

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We do that with a group chat.

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We toss ideas and sort of

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kick them around to see

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which ones like float to the top.

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The problem is we have so many ideas.

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We probably lose thirty

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percent of those ideas.

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Like that's a conservative estimate.

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Right.

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Because we forget, you know,

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we cruise in at eight twenty nine.

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Like, oh, what are we doing now?

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So we need to hire somebody

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to organize all that.

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So I created a custom GPT.

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who is now,

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the name of the GPT is Max for

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maximum effort.

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I wanted a little bit of sauciness.

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So I added in some like

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sarcasm for like a little

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Ryan Reynolds vibe.

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Cause I didn't want it to

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give it like the standard responses.

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I wanted to give you some,

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a little flavor.

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So quick backstory, just hang on one sec.

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You just sparked a memory.

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When I was younger, like in my twenties,

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Max was always the name I chose.

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You know,

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you have to put in a fake name

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for something.

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Max was always the name I chose.

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I don't know why.

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I just imagined if I renamed myself,

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Max would be the name I would choose.

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I just think it's

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interesting that you chose Max.

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Okay, go ahead.

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How did I do that?

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I don't know.

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Maybe it knew, right?

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So I asked Max, I chatted it all up.

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I'm like,

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you're a seasoned live stream producer.

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You're also a healthcare expert.

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I gave it the whole background.

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And I was like,

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your duties are going to be,

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I'm going to copy and paste

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the last five days worth of group chat.

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You're going to sift through it.

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And then you're going to

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help me format the show.

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So now we have a show format.

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It's crazy.

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Beautiful.

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Dave, you've got a segment,

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Profitability Problems.

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We were already working on that.

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That wasn't Max's idea.

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That was Dave's idea.

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That was pre-Max.

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Pre-Max.

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P.M.

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You're going to have

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profitability problems once an episode,

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whether it's three minutes

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or thirty three minutes.

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Right.

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Whatever it deserves,

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the time it deserves.

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I'm going to have steal this strategy.

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That was something I was

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kicking around because we'll get to that.

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I'll debut steal the strategy today.

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It told Max was like,

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Tony needs a segment.

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Otherwise it feels unbalanced.

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So Tony's got to come up

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with a segment himself.

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But then we'll start every

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show off with the big idea,

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which will be whatever

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thing we're kicking around in the chat,

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whatever thing deserves the lead story.

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Max also suggested that we

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need to listen to the audience a lot.

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So we're going to have mailbag.

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Whoa, Max.

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We're going to reach into the mailbag.

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Don't overstep your boundaries, Max.

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I like the boldness,

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like suggesting stuff to

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get on the air right away.

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And then it said it liked parting shots.

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I explained parting shots.

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I said, I like it.

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Closes it up.

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So the format will be the big idea.

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Segment, segment, segment.

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Listener mailbag, if we have it.

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A comment, like Scott chiming in.

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Does it have an avatar?

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Like an image?

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Not yet, but it should.

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And now I come from a time

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where I hear Max and I see Max Headroom.

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which a lot of the audience

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is not going to understand.

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Did I mention this?

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I was in a meeting the other

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day with a bunch of us young people,

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and I dropped a Jerry Maguire reference,

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and fifty percent of the

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room stared blankly, and I was like,

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I'm leaving this meeting.

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I don't like it,

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because it was a very

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perfectly timed reference.

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But anyway, there's the show format.

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Thoughts?

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Yeah, we might have just lost a listener.

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And I don't remember who it was,

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but I know there was

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somebody who kind of

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scolded me because I

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referenced ChatGBT as she.

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I referenced ChatGBT as she

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because ChatGBT can be very

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verbose and use lots of words.

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And it just, you know, to me,

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it's more feminine the way

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it communicates.

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And someone in one of my comments said,

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do not give AI a down or

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reference or whatever.

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It's a machine.

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It's a tool.

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Don't give it human traits.

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So, you know,

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we might have just lost a listener,

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but that's OK.

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Yeah, we'll take it.

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So that so Max will be

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joining us and Max is

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listening right now.

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Well, not right now, right now,

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but we're going to take the

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transcript of every episode.

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upload it to our version of

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Mac so he understands what

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we talked about because

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this was the problem I was

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trying to solve in the beginning.

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We have all these great

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ideas and we talk about

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some of them and then we go,

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weren't we supposed to talk

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about that thing that we teased?

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And we're like, yeah, I don't remember.

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So I'll upload that so every

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week Max knows what we did

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hit and we can cross it off

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the list and also keep a

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running list of things that

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we fling at it.

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So that was the problem I

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was trying to solve in the

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beginning and I wound up

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solving side problems and

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now we have Max.

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It needs an avatar though, Scott,

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you're right.

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It needs a picture.

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I will design that later.

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All right.

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Where are we going?

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Well, Max says the big idea.

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Here's a spicy one.

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This is one you kick around.

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And I like what we do is we

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kick it around in the group

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chat or we wind up posting

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on social media for the

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world because it's the

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world is just a social like lab,

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a social experiment.

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And you tag we tag each

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other in it so we can sort

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of be part of the conversation.

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And this is one that Tony kicked out,

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which was if Medicare is

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paying thirty dollars for

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basic exercises by an entry

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level therapist and

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anything beyond that

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specialized manual skills,

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advanced neuro techniques.

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It doesn't get paid more.

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So Tony,

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you're saying it should be self-pay,

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but you're saying this is,

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I think I labeled this the

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Costco rotisserie chicken.

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You're saying if Medicare

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can be your loss leader to other things,

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and then people bring in

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ethics and also just emotions,

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people pour emotions all over this.

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So pitch this idea.

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This is the big idea today.

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So, you know, okay,

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I'm trying and I've had an

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interesting conversation

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with my niece who's an SLP.

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She's a relatively new SLP.

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I'm going to say she's probably one year,

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you know, after out of school.

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But the idea is, I said,

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if I am graduating as an

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entry-level clinician in

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any of the three

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disciplines with what

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qualifies me to bill an insurance company,

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the insurance company by default,

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in my opinion, is saying,

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This is the threshold,

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entry-level knowledge.

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That is what we are paying for, period.

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If you want to give our

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beneficiary something more,

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it is coming out of your pocket.

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Okay.

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I think therapists can grasp

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the idea on the product side.

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They can say, okay,

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I can do gait training with

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a gait belt on the floor.

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I don't need to buy an

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expensive treadmill.

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But if my patient wants to

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use a thirty thousand

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dollar reactive step

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trainer with all of this

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innovation and technology,

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They should have the option

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to pay for that.

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I can't make it mandatory.

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I can't say I accept Medicare,

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but you have to pay for this.

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I can say I'm a contracted

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Medicare provider.

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We can do what Medicare is

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paying for and you can pay

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for something better.

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I think we can pull that into knowledge.

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I think we can pull that into services.

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Take somebody like Dave.

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Dave has advanced knowledge

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in manual therapy techniques.

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Somebody Dave knows from Long Island.

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David, I can't remember his last name,

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was talking to me about this.

00:08:39.038 --> 00:08:42.600
if Dave Kittle pays for new knowledge,

00:08:42.620 --> 00:08:46.361
new information, advanced certifications,

00:08:46.662 --> 00:08:48.403
and has this experience,

00:08:49.182 --> 00:08:50.482
he should be able to charge

00:08:50.982 --> 00:08:52.144
because that is not what

00:08:52.183 --> 00:08:53.264
Medicare is paying for.

00:08:53.303 --> 00:08:56.184
That is beyond reasonable and necessary.

00:08:56.225 --> 00:08:58.485
That goes on the threshold.

00:08:59.506 --> 00:09:01.006
And so what I'm saying is, okay,

00:09:01.067 --> 00:09:02.947
Medicare sends us the referral.

00:09:03.956 --> 00:09:05.716
Look, somebody else posted,

00:09:05.736 --> 00:09:06.777
and I love what they said.

00:09:07.398 --> 00:09:09.479
If you look at very busy clinics,

00:09:09.519 --> 00:09:12.620
I'm not gonna use the term, busy clinics,

00:09:12.980 --> 00:09:14.240
you put a patient on a bike,

00:09:14.740 --> 00:09:16.381
you put a patient on stretches,

00:09:16.422 --> 00:09:17.481
you put a patient on some

00:09:17.522 --> 00:09:19.942
basic strength training, they get better.

00:09:20.384 --> 00:09:21.903
Most of the people do get

00:09:21.923 --> 00:09:23.865
better with that stuff.

00:09:23.904 --> 00:09:25.025
They don't need the

00:09:25.405 --> 00:09:26.947
helicopter therapist who's

00:09:27.006 --> 00:09:28.447
hovering around them every

00:09:28.506 --> 00:09:29.548
second of every minute,

00:09:29.567 --> 00:09:30.548
who's touching them like

00:09:30.567 --> 00:09:31.708
all the stock photography.

00:09:32.629 --> 00:09:34.509
That is all beyond what is

00:09:34.629 --> 00:09:35.811
absolutely required.

00:09:36.890 --> 00:09:39.092
So my thing is Medicare is

00:09:39.133 --> 00:09:39.893
the loss leader.

00:09:39.972 --> 00:09:41.494
Medicare brings the patient in.

00:09:41.933 --> 00:09:44.075
We can offer the Medicare covered service,

00:09:44.115 --> 00:09:45.956
but then our profitability

00:09:45.995 --> 00:09:47.537
comes on what we offer

00:09:47.657 --> 00:09:48.937
above and beyond that.

00:09:49.453 --> 00:09:50.495
You want the premium.

00:09:50.554 --> 00:09:51.515
You want the best.

00:09:51.535 --> 00:09:52.856
You want the therapist with

00:09:52.976 --> 00:09:54.177
experience and knowledge

00:09:54.197 --> 00:09:55.119
who's going to make it fun

00:09:55.158 --> 00:09:56.139
and tell you jokes.

00:09:56.860 --> 00:09:57.201
Awesome.

00:09:57.380 --> 00:09:58.621
That's an extra couple

00:09:58.662 --> 00:09:59.663
thousand dollars to

00:09:59.702 --> 00:10:00.964
complete this plan of care.

00:10:01.364 --> 00:10:03.446
You want what Medicare is paying for,

00:10:03.785 --> 00:10:05.388
which will still make you better.

00:10:05.687 --> 00:10:06.448
And this is what I want to

00:10:06.469 --> 00:10:07.208
hear from you guys.

00:10:08.210 --> 00:10:10.993
I think too many of us think

00:10:11.052 --> 00:10:13.674
the standard of care, the threshold,

00:10:14.275 --> 00:10:17.278
the entry level is not good enough.

00:10:17.678 --> 00:10:18.298
And it is.

00:10:18.438 --> 00:10:20.821
I mean, the fact is, it is good enough.

00:10:21.302 --> 00:10:22.682
It's just not as good as what we do.

00:10:23.043 --> 00:10:24.083
It's not as good as what we

00:10:24.124 --> 00:10:25.706
want patients to receive.

00:10:25.926 --> 00:10:26.426
Right.

00:10:26.446 --> 00:10:27.626
So that's what I'm saying.

00:10:27.687 --> 00:10:28.788
I think we need to tease

00:10:28.827 --> 00:10:31.510
apart what we give away for free,

00:10:31.551 --> 00:10:32.711
which we shouldn't.

00:10:33.677 --> 00:10:34.738
with what medicare is

00:10:34.778 --> 00:10:35.759
actually paying for and

00:10:35.778 --> 00:10:36.899
what we should be charging

00:10:37.078 --> 00:10:38.078
an additional premium

00:10:38.119 --> 00:10:40.340
service for yeah so I I

00:10:40.379 --> 00:10:42.379
agree but the challenge is

00:10:42.500 --> 00:10:44.280
most therapy practices

00:10:44.301 --> 00:10:45.701
across the country don't

00:10:45.740 --> 00:10:48.221
have a great person on the

00:10:48.241 --> 00:10:50.082
phone conveying the

00:10:50.143 --> 00:10:52.043
difference between hey

00:10:52.582 --> 00:10:53.563
medicare and by the way

00:10:53.604 --> 00:10:55.244
thank you tony last week I

00:10:55.283 --> 00:10:56.464
just started using the bear

00:10:56.823 --> 00:10:58.325
the bare minimum medicare

00:10:58.465 --> 00:10:59.745
it covers the bare minimum

00:11:00.065 --> 00:11:02.025
you sound like someone who would want

00:11:03.197 --> 00:11:04.378
not the bare minimum more

00:11:04.418 --> 00:11:05.499
than the bare minimum so

00:11:05.538 --> 00:11:06.580
anyway we're using that so

00:11:06.600 --> 00:11:07.279
that's a sidebar we can

00:11:07.320 --> 00:11:09.522
come back to but I agree um

00:11:09.542 --> 00:11:10.462
I agree with this but

00:11:11.102 --> 00:11:12.004
therapy practices across

00:11:12.024 --> 00:11:13.745
the country are not trained

00:11:13.765 --> 00:11:14.926
they're not prepared

00:11:14.947 --> 00:11:16.388
they're not able typically

00:11:16.408 --> 00:11:17.107
unless you're working with

00:11:17.788 --> 00:11:19.409
stardew mckee jerry doron

00:11:19.450 --> 00:11:20.671
jamie schreier whoever like

00:11:20.691 --> 00:11:21.812
that has a formal front

00:11:21.831 --> 00:11:23.754
desk process that where

00:11:23.774 --> 00:11:24.854
you're trained in

00:11:25.434 --> 00:11:28.738
persuasion uh you know psychology sales

00:11:30.509 --> 00:11:31.691
human behavior, right?

00:11:31.750 --> 00:11:34.173
So it most practices are

00:11:34.212 --> 00:11:35.695
just like they're taking Medicare,

00:11:35.894 --> 00:11:36.655
they're billing Medicare,

00:11:36.676 --> 00:11:37.556
we've talked about it a ton

00:11:37.576 --> 00:11:38.356
of times on the show.

00:11:39.839 --> 00:11:40.058
And

00:11:41.342 --> 00:11:42.263
no one's doing this.

00:11:42.403 --> 00:11:43.823
I know you're kind of doing it, Tony,

00:11:43.844 --> 00:11:44.923
but like no one else is

00:11:45.043 --> 00:11:46.004
doing it as far as I know,

00:11:46.024 --> 00:11:47.183
where they're just charging Medicare,

00:11:47.203 --> 00:11:47.985
like one unit.

00:11:48.044 --> 00:11:49.085
And then they're saying like, oh,

00:11:49.125 --> 00:11:51.586
but your goals are this, this, and this,

00:11:52.326 --> 00:11:54.046
and these would be outside

00:11:54.066 --> 00:11:55.245
of what Medicare pays for.

00:11:55.466 --> 00:11:57.907
And this'll be an extra of thirty, sixty,

00:11:57.947 --> 00:11:58.287
ninety,

00:11:58.346 --> 00:11:59.807
hundred dollar or two hundred dollar,

00:11:59.827 --> 00:12:00.768
whatever per visit.

00:12:01.640 --> 00:12:02.562
out of pocket and just

00:12:02.601 --> 00:12:04.003
charge Medicare one unit

00:12:04.464 --> 00:12:05.063
because most of these

00:12:05.083 --> 00:12:06.446
practices are just billing

00:12:06.485 --> 00:12:07.447
companies and they're just

00:12:07.486 --> 00:12:08.447
billing Medicare and

00:12:08.467 --> 00:12:09.548
they're billing all the insurances.

00:12:10.549 --> 00:12:12.030
That's my thoughts.

00:12:12.812 --> 00:12:13.812
I think Jimmy was going to chime in.

00:12:13.832 --> 00:12:14.432
What do you think?

00:12:14.452 --> 00:12:15.494
Before I let Jimmy go,

00:12:15.514 --> 00:12:16.875
because I want to hear what Jimmy says.

00:12:17.556 --> 00:12:18.918
Every time I introduce a new

00:12:18.957 --> 00:12:21.720
concept or reintroduce the same concept,

00:12:22.421 --> 00:12:24.783
Every objection, totally legitimate.

00:12:24.802 --> 00:12:26.783
Like that is an absolutely

00:12:26.823 --> 00:12:27.724
legitimate objection,

00:12:27.744 --> 00:12:29.325
but it is not an objection

00:12:29.365 --> 00:12:30.905
to the fundamental premise.

00:12:31.386 --> 00:12:32.986
The fundamental premise is, look,

00:12:33.087 --> 00:12:34.268
we've made a mistake.

00:12:34.989 --> 00:12:36.929
We as clinicians, as therapists,

00:12:36.970 --> 00:12:37.990
as practice owners,

00:12:38.130 --> 00:12:39.831
we have given away everything.

00:12:40.572 --> 00:12:42.173
in exchange for the minimum

00:12:42.214 --> 00:12:44.196
compensation when Medicare

00:12:44.216 --> 00:12:45.817
is not even asking us to do

00:12:45.878 --> 00:12:46.678
all of that stuff.

00:12:46.719 --> 00:12:47.860
There is nothing in the

00:12:47.900 --> 00:12:49.042
required guideline that

00:12:49.081 --> 00:12:50.683
says you need to give my

00:12:50.744 --> 00:12:51.945
patient the absolute best

00:12:51.985 --> 00:12:52.806
of everything you have

00:12:52.846 --> 00:12:53.927
available to you for

00:12:54.008 --> 00:12:55.149
minimum compensation.

00:12:55.649 --> 00:12:57.211
Medicare is saying this is

00:12:57.272 --> 00:12:59.234
what we are paying for, period.

00:12:59.714 --> 00:13:02.636
And then we make the choice to give up,

00:13:02.777 --> 00:13:05.720
to sacrifice, to do this stuff.

00:13:05.759 --> 00:13:07.081
Your objection is a hundred

00:13:07.121 --> 00:13:07.903
percent accurate,

00:13:07.923 --> 00:13:09.423
but it is not an objection

00:13:09.464 --> 00:13:10.725
to the fundamental premise.

00:13:10.745 --> 00:13:11.927
So then you say, okay,

00:13:12.647 --> 00:13:14.408
what hopefully I am

00:13:14.448 --> 00:13:15.830
referencing is accurate.

00:13:16.451 --> 00:13:18.172
These are the roadblocks.

00:13:18.192 --> 00:13:19.991
How do we overcome those roadblocks?

00:13:20.011 --> 00:13:21.633
And that's the beauty of business.

00:13:21.653 --> 00:13:22.432
That's the best thing of

00:13:22.452 --> 00:13:24.513
what we can do is we say, okay,

00:13:24.594 --> 00:13:25.594
now you're right.

00:13:25.933 --> 00:13:27.653
How do we communicate that value?

00:13:27.714 --> 00:13:30.495
Somebody said in one of the chats, hey,

00:13:30.995 --> 00:13:32.316
my Medicare beneficiaries

00:13:32.395 --> 00:13:34.015
won't pay for more than

00:13:34.056 --> 00:13:34.956
what Medicare covers.

00:13:35.336 --> 00:13:35.496
Well,

00:13:35.517 --> 00:13:36.736
it's because you're attracting and

00:13:36.777 --> 00:13:38.177
marketing the wrong message

00:13:38.217 --> 00:13:39.258
to the wrong people.

00:13:40.138 --> 00:13:41.918
I think the easiest way is

00:13:42.818 --> 00:13:43.879
You offer something that

00:13:43.919 --> 00:13:45.360
people aren't expecting

00:13:45.480 --> 00:13:46.461
Medicare to pay for.

00:13:47.081 --> 00:13:48.842
Then you flip the script and you're like,

00:13:48.883 --> 00:13:49.124
hey,

00:13:49.384 --> 00:13:50.825
this is a thirty six hundred dollar

00:13:50.904 --> 00:13:51.664
episode of care.

00:13:51.705 --> 00:13:52.946
This is what I recommend.

00:13:52.966 --> 00:13:53.767
But guess what?

00:13:54.126 --> 00:13:54.988
Medicare is actually going

00:13:55.008 --> 00:13:56.028
to pay twelve hundred

00:13:56.067 --> 00:13:57.308
dollars of the thirty six hundred.

00:13:58.549 --> 00:13:58.809
Yeah.

00:13:58.830 --> 00:14:00.129
So you're only going to have

00:14:00.171 --> 00:14:02.270
to pay this little amount

00:14:02.311 --> 00:14:03.110
that's remaining.

00:14:03.130 --> 00:14:04.131
Like, that's amazing.

00:14:04.631 --> 00:14:05.731
The person who's not

00:14:05.792 --> 00:14:07.091
expecting Medicare to pay,

00:14:07.131 --> 00:14:09.192
who then gets the benefit of Medicare,

00:14:09.793 --> 00:14:11.474
that's the easiest person in the world.

00:14:11.813 --> 00:14:12.974
Then you can start going

00:14:13.053 --> 00:14:14.274
upstream and you can say, okay,

00:14:14.695 --> 00:14:16.375
how do I communicate value?

00:14:16.434 --> 00:14:17.995
How do I change what I'm selling?

00:14:18.096 --> 00:14:19.176
Jimmy, what were you going to say?

00:14:19.716 --> 00:14:20.657
Well, I was going to ask,

00:14:20.777 --> 00:14:22.317
how do you communicate this?

00:14:22.398 --> 00:14:24.158
Because I feel like how you

00:14:24.620 --> 00:14:26.860
communicate it would change how it felt.

00:14:26.980 --> 00:14:27.861
And there you there.

00:14:27.961 --> 00:14:28.522
There it is.

00:14:28.581 --> 00:14:28.822
Right.

00:14:29.423 --> 00:14:30.563
It was making me think of a

00:14:30.604 --> 00:14:32.164
clip I just saw because I

00:14:32.205 --> 00:14:32.985
lay in bed for another

00:14:33.005 --> 00:14:34.267
twenty minutes when my alarm goes off.

00:14:34.527 --> 00:14:35.567
I don't jump out of bed.

00:14:36.107 --> 00:14:36.327
Right.

00:14:36.727 --> 00:14:37.509
And I saw a clip this

00:14:37.589 --> 00:14:38.429
morning from Rory

00:14:38.470 --> 00:14:39.811
Sutherland and he was

00:14:39.890 --> 00:14:41.331
talking about Tony's guy.

00:14:42.131 --> 00:14:45.654
Yeah, he was talking about luxury hotels.

00:14:46.095 --> 00:14:47.196
So imagine you show up to a

00:14:47.255 --> 00:14:48.216
luxury hotel and you're

00:14:48.235 --> 00:14:49.756
standing in the ornately

00:14:49.817 --> 00:14:53.158
decorated lobby and you

00:14:53.178 --> 00:14:54.120
show up there at noon

00:14:54.259 --> 00:14:55.480
knowing check-ins at three.

00:14:56.240 --> 00:14:58.283
And they say you can't check

00:14:58.403 --> 00:14:59.884
in right now because it's

00:15:00.083 --> 00:15:01.284
noon and check-ins at three.

00:15:01.804 --> 00:15:03.145
But if you give us a hundred dollars,

00:15:03.166 --> 00:15:04.807
you can check in.

00:15:04.846 --> 00:15:06.148
That idea was rejected.

00:15:07.283 --> 00:15:09.287
Because the concept is I've

00:15:09.307 --> 00:15:10.528
paid so much for the room

00:15:10.587 --> 00:15:12.029
already that you're going to hit me.

00:15:12.311 --> 00:15:13.111
The room's empty.

00:15:13.131 --> 00:15:14.133
You've just told me it's empty.

00:15:14.153 --> 00:15:15.173
If I give you the hundred hours,

00:15:15.193 --> 00:15:15.835
you're going to let me in.

00:15:16.176 --> 00:15:17.376
You've got a locked empty room.

00:15:18.361 --> 00:15:19.481
That idea didn't work.

00:15:19.522 --> 00:15:20.081
They tried it.

00:15:20.743 --> 00:15:22.263
What they did was they went

00:15:22.302 --> 00:15:25.364
to booking and said, for seventy dollars,

00:15:25.484 --> 00:15:26.943
you can check in three hours early.

00:15:26.964 --> 00:15:28.323
And they went, oh, that's fine,

00:15:28.344 --> 00:15:29.144
because the idea was

00:15:29.184 --> 00:15:29.825
someone's going to have to

00:15:29.845 --> 00:15:30.945
work harder and faster to

00:15:30.985 --> 00:15:31.985
clean the room faster.

00:15:32.445 --> 00:15:33.485
So it's the same concept.

00:15:33.725 --> 00:15:34.946
They just did what Tony was talking about,

00:15:34.966 --> 00:15:36.166
which is they flipped it over.

00:15:36.605 --> 00:15:37.206
They said, oh,

00:15:37.246 --> 00:15:39.206
you can get more if you pay us early.

00:15:40.006 --> 00:15:41.868
So it's similar, not not exactly the same,

00:15:41.888 --> 00:15:43.107
but that's the idea is how you frame it.

00:15:43.692 --> 00:15:45.734
So you look at surge pricing, right?

00:15:45.854 --> 00:15:47.634
Wendy's came out and said, well,

00:15:47.654 --> 00:15:48.436
they didn't say this,

00:15:48.495 --> 00:15:49.856
but I'm going to charge

00:15:49.956 --> 00:15:51.118
more when we're busy.

00:15:51.318 --> 00:15:52.219
Horrible idea.

00:15:52.720 --> 00:15:53.659
But if you charge more

00:15:53.701 --> 00:15:54.600
across the board and then

00:15:54.620 --> 00:15:56.263
you discount when you're slow,

00:15:56.643 --> 00:15:58.364
everybody loves it, right?

00:15:58.504 --> 00:16:00.605
If ten o'clock Monday, Wednesday, Friday,

00:16:00.666 --> 00:16:01.267
ten a.m.

00:16:01.346 --> 00:16:02.168
is packed.

00:16:02.707 --> 00:16:04.850
I raise all of my prices for

00:16:04.971 --> 00:16:05.751
every appointment,

00:16:05.772 --> 00:16:07.995
but then I reduce prices at

00:16:08.115 --> 00:16:09.197
two thirty p.m.

00:16:09.256 --> 00:16:10.298
on Tuesday, Thursday.

00:16:10.759 --> 00:16:11.359
I'm a hero.

00:16:11.860 --> 00:16:14.123
But if I raise prices on Monday, Wednesday,

00:16:14.163 --> 00:16:16.466
Friday at ten a.m., I'm a villain.

00:16:16.566 --> 00:16:18.307
Same exact outcome, you know,

00:16:18.509 --> 00:16:19.409
and this is where like

00:16:19.450 --> 00:16:20.792
behavioral psychology.

00:16:21.211 --> 00:16:22.552
behavioral economics.

00:16:22.933 --> 00:16:24.836
I love this whole concept.

00:16:25.115 --> 00:16:25.996
What were you going to say?

00:16:26.017 --> 00:16:26.937
Can I give you a real world

00:16:26.957 --> 00:16:27.938
example that has bothered

00:16:27.979 --> 00:16:29.100
me since I was a student in

00:16:29.139 --> 00:16:30.140
twenty thirteen?

00:16:30.541 --> 00:16:31.501
Let's hear it.

00:16:31.522 --> 00:16:33.283
The PT Political Action Committee.

00:16:34.265 --> 00:16:35.147
You're you're great.

00:16:36.047 --> 00:16:36.868
You do stuff.

00:16:36.967 --> 00:16:37.908
I don't know what the stuff is,

00:16:37.948 --> 00:16:39.110
but it's stuff I don't want to do.

00:16:39.169 --> 00:16:40.490
And you give money and that

00:16:40.530 --> 00:16:42.893
makes PT advance somewhere in Washington.

00:16:42.932 --> 00:16:43.133
Right.

00:16:43.212 --> 00:16:43.793
I know enough.

00:16:44.173 --> 00:16:45.414
They walk around at CSM in

00:16:45.434 --> 00:16:46.336
the red jackets.

00:16:46.836 --> 00:16:47.056
Right.

00:16:47.376 --> 00:16:48.738
And they're trustees and

00:16:48.758 --> 00:16:50.980
their pitch since I was a student was.

00:16:53.280 --> 00:16:56.124
If you just give up one latte a week.

00:16:57.289 --> 00:16:58.850
donate that money to the

00:16:58.890 --> 00:17:00.292
pack we'd be the strongest

00:17:00.371 --> 00:17:02.833
pack in the world and I'm

00:17:02.874 --> 00:17:04.996
like that is the shittiest

00:17:05.675 --> 00:17:06.957
argument ever because it

00:17:06.997 --> 00:17:07.978
comes at it from the wrong

00:17:08.018 --> 00:17:09.239
way which is give up

00:17:09.318 --> 00:17:11.180
something that I value to

00:17:11.220 --> 00:17:12.661
get something now something

00:17:12.701 --> 00:17:13.320
else that's sort of

00:17:13.381 --> 00:17:15.363
ambiguous I don't directly

00:17:15.442 --> 00:17:17.243
see it so this is something

00:17:17.324 --> 00:17:18.244
I'm this is what I've said

00:17:18.365 --> 00:17:19.486
change your framing of your

00:17:19.586 --> 00:17:20.886
argument and you'll have

00:17:20.967 --> 00:17:22.647
more donations like for

00:17:22.728 --> 00:17:23.107
Flip it.

00:17:23.508 --> 00:17:23.929
I'm trying to think,

00:17:24.368 --> 00:17:24.989
so what would be a good

00:17:25.088 --> 00:17:26.269
flip of that instead of

00:17:26.369 --> 00:17:27.630
give up your latte?

00:17:27.710 --> 00:17:28.851
Dave, Dave's signaling.

00:17:29.510 --> 00:17:30.432
I got a potential flip.

00:17:30.491 --> 00:17:33.272
All right, so how much does APTA cost?

00:17:33.413 --> 00:17:34.653
I'm no longer a member, but- A member,

00:17:34.673 --> 00:17:35.513
it's like five hundred bucks.

00:17:36.134 --> 00:17:36.795
It's five hundred bucks.

00:17:37.807 --> 00:17:40.509
let's say I don't know tony

00:17:40.548 --> 00:17:41.328
may or may not like this

00:17:41.449 --> 00:17:42.469
let's say right now if I

00:17:42.489 --> 00:17:43.449
were to go sign up if they

00:17:43.588 --> 00:17:45.190
implemented this via max

00:17:45.569 --> 00:17:47.509
via via kittle via max the

00:17:47.670 --> 00:17:48.829
the ai assistant and then

00:17:48.890 --> 00:17:50.830
apta uh enacted it right

00:17:50.911 --> 00:17:52.351
right away the same day we

00:17:52.391 --> 00:17:53.411
go to sign up I go to

00:17:53.490 --> 00:17:55.632
re-sign up for uh apta I'm

00:17:55.652 --> 00:17:56.451
going to join I'm going to

00:17:56.491 --> 00:17:58.071
rejoin let's just say and

00:17:58.092 --> 00:17:58.673
you're saying it's five

00:17:58.712 --> 00:17:59.732
hundred dollars let's say

00:17:59.792 --> 00:18:02.393
all of a sudden it's five

00:18:02.413 --> 00:18:03.493
hundred and seventy five

00:18:03.534 --> 00:18:04.433
dollars right now

00:18:05.566 --> 00:18:08.711
And if I click a little box that let's say,

00:18:08.752 --> 00:18:09.273
I don't know,

00:18:09.294 --> 00:18:10.095
fifty dollars or one hundred

00:18:10.115 --> 00:18:10.817
dollars of that,

00:18:11.458 --> 00:18:12.279
let's say seventy five

00:18:12.299 --> 00:18:13.181
dollars of that is going to

00:18:13.201 --> 00:18:15.546
go to the pack.

00:18:16.556 --> 00:18:17.916
I that's the only way I can

00:18:17.957 --> 00:18:19.357
sign up is I click the box.

00:18:19.738 --> 00:18:20.458
Seventy five dollars is

00:18:20.478 --> 00:18:22.019
going to go to the pack.

00:18:22.219 --> 00:18:22.338
Right.

00:18:22.398 --> 00:18:23.539
And then I get a discount

00:18:23.599 --> 00:18:24.320
off the membership.

00:18:24.361 --> 00:18:25.861
So so could or let's say

00:18:26.020 --> 00:18:27.122
let's say it's six hundred dollars.

00:18:27.662 --> 00:18:28.163
We'll make it easy.

00:18:28.383 --> 00:18:29.343
Six hundred dollars right now.

00:18:29.383 --> 00:18:30.364
It used to be five hundred.

00:18:30.544 --> 00:18:31.664
It's six hundred dollars today.

00:18:32.045 --> 00:18:32.325
It says,

00:18:32.424 --> 00:18:36.126
but get get this for five hundred

00:18:36.146 --> 00:18:37.567
dollars and we're going to

00:18:37.788 --> 00:18:39.489
we're going to donate, you know,

00:18:39.528 --> 00:18:40.529
fifty dollars to the pack.

00:18:40.809 --> 00:18:41.369
So I click it.

00:18:41.790 --> 00:18:43.551
I pay five hundred the same as yesterday.

00:18:43.892 --> 00:18:44.112
Yes.

00:18:44.491 --> 00:18:45.814
Fifty dollars goes to the PAC.

00:18:46.114 --> 00:18:47.016
Now they just converted me.

00:18:47.076 --> 00:18:48.317
So they took me from a

00:18:48.356 --> 00:18:50.339
higher price expectation to

00:18:50.420 --> 00:18:51.761
I get a discount if I do a thing.

00:18:52.123 --> 00:18:53.324
Now money gets diverted

00:18:53.344 --> 00:18:55.326
potentially to PT PAC.

00:18:55.366 --> 00:18:56.428
And I re-sign up for APTA.

00:18:56.448 --> 00:18:57.349
What do you think of that?

00:18:57.829 --> 00:18:58.270
I love it.

00:18:58.510 --> 00:19:00.133
Now the only asterisk I

00:19:00.153 --> 00:19:01.494
would put is I'm not smart enough

00:19:02.175 --> 00:19:02.855
Someone will correct me.

00:19:03.056 --> 00:19:05.557
There's like rules about money.

00:19:05.576 --> 00:19:06.917
Oh, yeah.

00:19:07.018 --> 00:19:07.258
I know.

00:19:07.337 --> 00:19:07.698
I know that.

00:19:08.278 --> 00:19:09.578
But yes, that is the idea.

00:19:10.118 --> 00:19:11.259
If that in a vacuum,

00:19:11.278 --> 00:19:13.440
if that seems to exist.

00:19:13.539 --> 00:19:13.920
Well,

00:19:13.980 --> 00:19:15.221
it's the opposite of the nickel and

00:19:15.240 --> 00:19:15.881
dime approach,

00:19:15.921 --> 00:19:17.261
which is like just sell me.

00:19:17.342 --> 00:19:19.001
When I have my credit card out,

00:19:19.041 --> 00:19:19.882
give me one price.

00:19:19.982 --> 00:19:21.303
I have a woman who comes in.

00:19:21.363 --> 00:19:22.643
She's fantastic.

00:19:22.663 --> 00:19:23.443
She cleans my house.

00:19:24.304 --> 00:19:25.084
And I was like, hey,

00:19:25.144 --> 00:19:26.025
I want to do a spring.

00:19:26.125 --> 00:19:27.424
Like she does a normal cleaning,

00:19:27.464 --> 00:19:28.525
but I was like, it's spring.

00:19:29.165 --> 00:19:30.486
Let's let's judge the place up.

00:19:30.526 --> 00:19:31.306
And she's like, well,

00:19:31.326 --> 00:19:32.626
I charge ten dollars per

00:19:32.666 --> 00:19:34.146
window and an extra.

00:19:34.207 --> 00:19:35.768
And I was like, just give me one price.

00:19:36.268 --> 00:19:37.488
And she's like, well, I'm doing the math.

00:19:37.508 --> 00:19:37.607
Like,

00:19:37.828 --> 00:19:40.169
then just give me the bottom of the math,

00:19:40.669 --> 00:19:41.430
because I don't want to

00:19:41.470 --> 00:19:42.890
feel I don't I don't want to be like,

00:19:42.910 --> 00:19:44.330
dude, she cost me ten dollars a window.

00:19:44.351 --> 00:19:45.230
That one's small.

00:19:45.570 --> 00:19:46.631
That one wasn't even dirty.

00:19:46.971 --> 00:19:48.031
Just give me one price.

00:19:48.231 --> 00:19:51.472
How much to solve all of the problems?

00:19:51.613 --> 00:19:52.733
Oh, if you're, if you're a mobile,

00:19:52.874 --> 00:19:54.055
if you're a mobile physical therapist,

00:19:54.095 --> 00:19:55.296
here's how to say it easily

00:19:55.355 --> 00:19:55.915
over the phone.

00:19:56.217 --> 00:19:58.397
You could say, well, you know,

00:19:58.838 --> 00:19:59.739
it's five hundred dollars a

00:19:59.798 --> 00:20:01.901
visit for a mobile visit.

00:20:01.941 --> 00:20:03.982
However, if you're closer in distance,

00:20:04.583 --> 00:20:05.804
it's two fifty per visit.

00:20:06.104 --> 00:20:07.265
And then you're like, oh, so by the way,

00:20:07.285 --> 00:20:08.286
let me pull up Google Maps.

00:20:08.326 --> 00:20:09.086
What's your address?

00:20:09.106 --> 00:20:09.967
What's your street intersection?

00:20:10.007 --> 00:20:11.347
Let me pull apart my

00:20:11.367 --> 00:20:13.269
therapist commute right now on the phone.

00:20:13.289 --> 00:20:14.691
Oh, yeah, it's only going to be two fifty.

00:20:14.990 --> 00:20:16.112
It's going to be two fifty visit.

00:20:16.412 --> 00:20:16.653
Now,

00:20:16.712 --> 00:20:18.273
two fifty sounds like a deal because I

00:20:18.314 --> 00:20:19.515
price anchored you at five hundred.

00:20:20.426 --> 00:20:21.487
What are the people saying

00:20:21.567 --> 00:20:22.666
when you posted this, Tony,

00:20:22.807 --> 00:20:25.827
about what's like the pulse

00:20:25.867 --> 00:20:27.868
of people like agreeing, disagreeing?

00:20:28.068 --> 00:20:29.568
Because here's my guess.

00:20:30.568 --> 00:20:31.588
People tie an emotion to

00:20:31.628 --> 00:20:33.369
this and all they want to do is, well,

00:20:33.390 --> 00:20:34.269
if they have Medicare,

00:20:34.309 --> 00:20:35.430
I want to charge them nothing.

00:20:35.769 --> 00:20:36.589
And I'm like, great.

00:20:36.891 --> 00:20:38.211
And then you can charge them nothing.

00:20:38.471 --> 00:20:39.310
And then three years from now,

00:20:39.330 --> 00:20:40.250
if your clinic doesn't exist,

00:20:41.010 --> 00:20:41.791
nobody gets help.

00:20:42.112 --> 00:20:43.291
That's where I think it's going to go.

00:20:44.175 --> 00:20:46.337
So most of the resistance comes from,

00:20:46.417 --> 00:20:48.440
and Dave hit it, it's like, well,

00:20:48.480 --> 00:20:49.820
my patients won't pay anything.

00:20:50.261 --> 00:20:52.624
And I'll give you guys a classic example.

00:20:52.723 --> 00:20:53.464
They're used to not paying.

00:20:53.744 --> 00:20:54.025
Yeah,

00:20:54.065 --> 00:20:58.249
because you have trained and created

00:20:58.288 --> 00:20:58.848
the animal,

00:20:58.888 --> 00:21:00.411
the monster that we're trying

00:21:00.431 --> 00:21:01.852
to transform.

00:21:02.353 --> 00:21:03.834
It's just like Bed Bath & Beyond.

00:21:03.874 --> 00:21:05.615
When that used to be a thing,

00:21:06.036 --> 00:21:07.277
you would get the twenty or

00:21:07.297 --> 00:21:09.259
thirty percent off postcard.

00:21:09.298 --> 00:21:10.339
Nobody would ever go.

00:21:10.700 --> 00:21:11.200
Kohl's.

00:21:11.359 --> 00:21:12.820
My wife loves Kohl's.

00:21:12.840 --> 00:21:14.301
She will never go to Kohl's

00:21:14.362 --> 00:21:15.843
unless she has a thirty percent off.

00:21:16.364 --> 00:21:18.285
Even when she gets a twenty percent off,

00:21:18.305 --> 00:21:18.664
I'm like,

00:21:19.046 --> 00:21:20.465
you realize that it's ten

00:21:20.507 --> 00:21:21.267
percent difference.

00:21:21.287 --> 00:21:22.407
No, it's not a thirty.

00:21:22.428 --> 00:21:23.407
She will not go.

00:21:23.808 --> 00:21:25.210
So Kohl's has created the

00:21:25.269 --> 00:21:27.371
monster that only with a

00:21:27.411 --> 00:21:29.673
thirty will my wife go to Kohl's.

00:21:30.093 --> 00:21:31.314
So when we look at this.

00:21:32.199 --> 00:21:35.261
We're so ingrained in everybody says no,

00:21:35.281 --> 00:21:36.103
but it's just because

00:21:36.143 --> 00:21:37.144
that's the community that

00:21:37.183 --> 00:21:39.486
we've been working so hard to treat.

00:21:40.306 --> 00:21:42.288
And we have the mindset of, well,

00:21:42.327 --> 00:21:43.930
insurance has to pay for everything.

00:21:44.230 --> 00:21:45.810
We've been brought up that way.

00:21:48.173 --> 00:21:49.875
So I shared a post yesterday.

00:21:50.075 --> 00:21:51.036
I shared a bunch of posts.

00:21:51.616 --> 00:21:53.157
One of them was, okay, look,

00:21:53.478 --> 00:21:56.681
if you can increase per

00:21:56.701 --> 00:21:58.082
visit revenue to two fifty

00:21:58.823 --> 00:22:00.124
And you're a mobile clinician.

00:22:00.505 --> 00:22:02.807
So if you're doing traditional Medicare,

00:22:02.826 --> 00:22:04.127
you're getting a hundred bucks a visit.

00:22:04.428 --> 00:22:05.148
You're doing thirty.

00:22:05.368 --> 00:22:06.250
I think it was thirty.

00:22:06.490 --> 00:22:07.471
The Post has it.

00:22:08.291 --> 00:22:11.134
If you go to two fifty in revenue,

00:22:11.734 --> 00:22:13.237
you only have to do.

00:22:14.157 --> 00:22:16.339
I think it's like twenty or something,

00:22:16.380 --> 00:22:17.601
fifteen or twenty visits.

00:22:17.661 --> 00:22:17.901
Right.

00:22:18.662 --> 00:22:20.584
And so I'm like, look, you free up.

00:22:21.163 --> 00:22:21.784
Fifteen,

00:22:22.424 --> 00:22:23.705
fifteen visits a week that you

00:22:23.726 --> 00:22:25.326
could do completely for free.

00:22:25.906 --> 00:22:27.268
You make the same revenue as

00:22:27.307 --> 00:22:28.028
like one hundred and twenty

00:22:28.048 --> 00:22:29.048
five thousand a year.

00:22:29.469 --> 00:22:31.651
Single owner, operator, mobile therapist,

00:22:31.750 --> 00:22:33.291
no staff, no overhead, you know,

00:22:33.332 --> 00:22:35.292
very lean operation.

00:22:35.973 --> 00:22:36.453
I was like,

00:22:36.594 --> 00:22:37.694
all you have to do is raise

00:22:37.775 --> 00:22:39.036
average revenue to two fifty.

00:22:39.056 --> 00:22:41.237
Now you can do two fifty

00:22:41.277 --> 00:22:43.458
with a mobile visit, but you can also say,

00:22:43.959 --> 00:22:45.559
hey, my normal rate is two fifty.

00:22:45.599 --> 00:22:46.660
But if you have Medicare,

00:22:46.700 --> 00:22:48.181
Medicare covers one hundred of that.

00:22:48.240 --> 00:22:49.142
So you're actually only

00:22:49.182 --> 00:22:50.603
paying one fifty for

00:22:50.702 --> 00:22:52.625
The one fifty goes to cover

00:22:52.664 --> 00:22:54.126
the advanced certifications,

00:22:54.166 --> 00:22:56.390
the advanced technology I'm bringing,

00:22:57.351 --> 00:22:58.531
all of that kind of stuff.

00:22:58.612 --> 00:23:00.114
And as a case example,

00:23:00.755 --> 00:23:01.816
I've got a patient who's

00:23:01.855 --> 00:23:03.577
been a patient of mine for years now,

00:23:04.159 --> 00:23:05.319
Medicare beneficiary.

00:23:05.861 --> 00:23:08.022
This patient's husband heard

00:23:08.042 --> 00:23:09.044
about Softwave.

00:23:09.684 --> 00:23:11.046
the patient came in saying

00:23:11.205 --> 00:23:12.586
hey my husband's been

00:23:12.646 --> 00:23:14.167
researching softwave we

00:23:14.208 --> 00:23:15.429
really want to do it how

00:23:15.449 --> 00:23:16.409
does this work I was like

00:23:16.429 --> 00:23:17.430
yeah absolutely you know

00:23:17.630 --> 00:23:18.671
it's not a covered service

00:23:18.730 --> 00:23:20.172
under medicare it's five

00:23:20.192 --> 00:23:21.412
hundred dollars you get one

00:23:21.451 --> 00:23:22.913
treatment a week we've got

00:23:23.053 --> 00:23:24.513
great results patients said

00:23:24.693 --> 00:23:26.335
oh I don't want to do that

00:23:26.996 --> 00:23:29.017
meanwhile no problem I was

00:23:29.037 --> 00:23:29.837
like that's fine we can

00:23:29.877 --> 00:23:31.459
just do medicare covered services

00:23:32.318 --> 00:23:33.519
Everybody else who walks in

00:23:33.559 --> 00:23:35.461
the door sees the Facebook

00:23:35.540 --> 00:23:37.521
ad that says five hundred

00:23:37.541 --> 00:23:38.541
dollars for twenty eight

00:23:38.561 --> 00:23:39.722
days of soft wave.

00:23:39.942 --> 00:23:41.022
They have no issue because

00:23:41.042 --> 00:23:43.084
they're coming in expecting to pay.

00:23:43.624 --> 00:23:44.964
And then they find out the

00:23:45.005 --> 00:23:45.986
additional stuff is

00:23:46.086 --> 00:23:47.746
actually also available

00:23:47.786 --> 00:23:48.567
through insurance.

00:23:48.946 --> 00:23:49.626
So you've got the five

00:23:49.646 --> 00:23:50.768
hundred cash plus the

00:23:50.807 --> 00:23:52.269
insurance covered plan of care.

00:23:53.128 --> 00:23:54.349
But they came in with the

00:23:54.390 --> 00:23:56.830
framework of this is not covered.

00:23:56.990 --> 00:23:57.771
I want this.

00:23:58.031 --> 00:23:59.593
They said it was five hundred dollars.

00:23:59.692 --> 00:24:01.294
I'm ready to pay, you know,

00:24:01.314 --> 00:24:02.314
and you guys see the post

00:24:02.334 --> 00:24:03.134
that I'm putting out.

00:24:03.694 --> 00:24:04.976
I'll take your grandma or

00:24:05.016 --> 00:24:07.757
grandpa to a Reds game down

00:24:07.797 --> 00:24:08.518
in Cincinnati.

00:24:08.897 --> 00:24:10.959
I'll take grandpa or grandma fishing.

00:24:11.778 --> 00:24:12.880
I'll do, you know,

00:24:13.039 --> 00:24:14.560
meet them at home after

00:24:14.621 --> 00:24:16.102
discharge from an e-replacement.

00:24:16.561 --> 00:24:17.842
None of those things are covered.

00:24:18.142 --> 00:24:19.242
I put a fifteen hundred,

00:24:19.502 --> 00:24:20.383
I think a fifteen hundred

00:24:20.423 --> 00:24:22.103
dollar price tag on some of them,

00:24:22.182 --> 00:24:23.723
a five hundred dollar price

00:24:23.743 --> 00:24:24.604
tag on others.

00:24:25.523 --> 00:24:27.085
I am putting it out there to

00:24:27.144 --> 00:24:29.005
frame this right from the

00:24:29.045 --> 00:24:30.885
start as this is an amenity.

00:24:30.965 --> 00:24:34.205
It is not a covered benefit.

00:24:34.286 --> 00:24:36.326
I think when you change when

00:24:36.346 --> 00:24:37.287
you change the wording,

00:24:37.307 --> 00:24:38.227
you change the value.

00:24:38.507 --> 00:24:39.268
And I know people are going

00:24:39.288 --> 00:24:40.768
to say this just word tricks.

00:24:41.528 --> 00:24:42.969
I was doing some shorts on

00:24:43.009 --> 00:24:44.269
some Chris Voss techniques.

00:24:45.123 --> 00:24:46.063
And I got one or two

00:24:46.083 --> 00:24:46.663
comments that are like,

00:24:47.003 --> 00:24:50.204
this is just like mental Jedi stuff.

00:24:50.305 --> 00:24:52.306
It's the same thing, different words.

00:24:52.326 --> 00:24:53.626
And I'm like, yeah,

00:24:53.686 --> 00:24:54.906
Louboutins are just shoes.

00:24:56.268 --> 00:24:59.449
Why does one sell for, I don't know,

00:24:59.749 --> 00:25:00.089
a lot?

00:25:00.170 --> 00:25:01.089
I don't even know how much they cost.

00:25:01.150 --> 00:25:02.770
A lot more than Payless.

00:25:03.010 --> 00:25:04.211
Did you ever see the Pilesi thing?

00:25:04.230 --> 00:25:05.471
Yeah.

00:25:07.003 --> 00:25:08.746
We talked about that.

00:25:08.786 --> 00:25:09.906
If you change the imaging,

00:25:09.926 --> 00:25:10.906
you change the value.

00:25:11.748 --> 00:25:12.368
I don't know, man.

00:25:13.068 --> 00:25:14.390
When someone's done with this,

00:25:14.589 --> 00:25:15.671
my guess is they feel

00:25:15.711 --> 00:25:17.051
better because they're like, oh,

00:25:17.071 --> 00:25:17.853
I was going to pay this,

00:25:17.873 --> 00:25:18.532
but now I paid less.

00:25:18.834 --> 00:25:19.794
Yes,

00:25:19.933 --> 00:25:21.675
three plus two is the same as two plus

00:25:21.715 --> 00:25:22.957
three, except I feel better.

00:25:23.606 --> 00:25:25.188
at every price point, Dave,

00:25:25.208 --> 00:25:26.409
you have more experience,

00:25:26.469 --> 00:25:28.770
but I have to think at every price point,

00:25:29.250 --> 00:25:30.471
people like to feel like

00:25:30.491 --> 00:25:31.551
they saved a little bit.

00:25:31.913 --> 00:25:33.113
People like to feel like

00:25:33.133 --> 00:25:34.835
they weren't being taken advantage of.

00:25:34.914 --> 00:25:36.095
I don't know.

00:25:36.115 --> 00:25:36.496
I don't know.

00:25:36.516 --> 00:25:37.676
Cause we don't want to offer discounts.

00:25:37.777 --> 00:25:40.878
And if people have asked for discounts, I,

00:25:40.919 --> 00:25:42.579
we say no, like the rate is the rate.

00:25:42.680 --> 00:25:42.759
And,

00:25:42.940 --> 00:25:45.102
and those people typically we give

00:25:45.122 --> 00:25:46.663
them an off ramp because I

00:25:46.742 --> 00:25:48.084
don't want someone haggling this,

00:25:48.183 --> 00:25:49.785
by the way, this is not a flea market.

00:25:51.346 --> 00:25:51.846
My practice,

00:25:51.866 --> 00:25:53.288
like you think you can haggle

00:25:53.728 --> 00:25:55.109
just because it's not like

00:25:55.130 --> 00:25:57.372
a quart of milk or some

00:25:57.751 --> 00:25:59.273
frozen fruit in a bag at

00:25:59.294 --> 00:26:00.134
the grocery store that's

00:26:00.355 --> 00:26:01.195
four dollars and fifty cents.

00:26:01.215 --> 00:26:01.996
You can't haggle that.

00:26:02.376 --> 00:26:03.117
So on the phone with me,

00:26:03.137 --> 00:26:03.978
I don't understand why you

00:26:03.998 --> 00:26:04.699
think you can haggle.

00:26:05.160 --> 00:26:05.700
And in fact,

00:26:06.161 --> 00:26:07.741
if you ask for a cheaper price,

00:26:08.343 --> 00:26:09.703
I wish I'm about to raise it.

00:26:09.723 --> 00:26:10.565
I'm about to say, you know what?

00:26:10.585 --> 00:26:11.244
You just did yourself.

00:26:11.265 --> 00:26:11.905
Now it's one hundred dollars

00:26:11.925 --> 00:26:12.426
more per visit.

00:26:13.007 --> 00:26:16.289
So real quick, before we got on live,

00:26:16.431 --> 00:26:17.592
I was telling Jimmy, Dave,

00:26:17.632 --> 00:26:18.633
I don't know if you've seen it.

00:26:18.673 --> 00:26:20.434
Have you seen all the

00:26:20.494 --> 00:26:22.876
Chinese manufacturers that

00:26:22.916 --> 00:26:25.980
are mainly on TikTok coming out saying,

00:26:27.721 --> 00:26:29.963
we build your Louis Vuitton purse.

00:26:30.044 --> 00:26:32.826
We create your Lululemon yoga pants.

00:26:32.967 --> 00:26:34.347
We are the factories.

00:26:34.367 --> 00:26:34.709
Yeah.

00:26:35.772 --> 00:26:36.894
So this is the big movement

00:26:36.933 --> 00:26:38.715
right now on TikTok.

00:26:39.276 --> 00:26:40.196
Those factories,

00:26:40.237 --> 00:26:42.038
because of tariffs and politics,

00:26:42.058 --> 00:26:43.098
they're coming out and they're saying,

00:26:43.159 --> 00:26:43.339
hey,

00:26:43.779 --> 00:26:46.923
we do eighty percent of the work for

00:26:46.962 --> 00:26:48.384
your luxury products.

00:26:48.503 --> 00:26:49.944
If you want those luxury

00:26:50.005 --> 00:26:51.205
products at a fraction of

00:26:51.246 --> 00:26:52.727
the price with the same quality,

00:26:53.228 --> 00:26:54.248
come straight to us.

00:26:54.548 --> 00:26:55.589
Oops.

00:26:55.609 --> 00:26:57.010
The problem is the problem

00:26:57.131 --> 00:26:58.392
is to Dave's point.

00:26:58.652 --> 00:27:00.272
That's not what people are

00:27:00.313 --> 00:27:01.733
paying the premium for.

00:27:02.193 --> 00:27:03.835
It's not about the product.

00:27:03.914 --> 00:27:05.296
It's about the brand and

00:27:05.336 --> 00:27:08.277
about the identity of the person.

00:27:08.617 --> 00:27:09.538
They want to be able to say

00:27:09.557 --> 00:27:10.679
they paid the full price.

00:27:10.878 --> 00:27:12.500
It's status too and ego.

00:27:12.640 --> 00:27:13.820
It's up here and life-changing.

00:27:14.121 --> 00:27:15.340
I want to be able to say

00:27:15.662 --> 00:27:17.863
this is affiliation and belonging.

00:27:18.826 --> 00:27:20.267
So this goes to Jimmy's

00:27:20.307 --> 00:27:21.567
point about memberships

00:27:21.688 --> 00:27:22.909
with any organization.

00:27:22.949 --> 00:27:23.690
It doesn't matter.

00:27:24.650 --> 00:27:25.971
I'll go back to, you know,

00:27:26.071 --> 00:27:27.071
we started doing a

00:27:27.112 --> 00:27:28.512
fundraiser for our kids'

00:27:28.692 --> 00:27:29.554
elementary school.

00:27:30.974 --> 00:27:32.276
The people who go to,

00:27:32.336 --> 00:27:33.277
we raise one hundred and

00:27:33.317 --> 00:27:35.578
fifty ish thousand dollars

00:27:35.719 --> 00:27:37.259
each year for different

00:27:37.299 --> 00:27:38.480
projects we want to do.

00:27:38.540 --> 00:27:40.142
This is sports and boosters

00:27:40.162 --> 00:27:41.143
for elementary school.

00:27:42.317 --> 00:27:42.857
It's a dinner.

00:27:43.057 --> 00:27:43.898
It's one night,

00:27:44.179 --> 00:27:45.719
hundred and fifty thousand dollars.

00:27:46.558 --> 00:27:47.180
We did.

00:27:47.200 --> 00:27:48.500
Those people could have just

00:27:48.539 --> 00:27:50.401
given that money to the school.

00:27:50.461 --> 00:27:51.800
There is no reason that we

00:27:51.820 --> 00:27:52.661
had to do the dinner,

00:27:52.701 --> 00:27:53.741
but it's the theater.

00:27:53.882 --> 00:27:54.981
It's the experience.

00:27:55.001 --> 00:27:55.903
It's all of it around it.

00:27:56.603 --> 00:27:57.563
And I would say it's a

00:27:57.603 --> 00:27:59.844
mistake for an organization,

00:28:00.144 --> 00:28:01.704
APTA or otherwise,

00:28:02.144 --> 00:28:04.144
to try and convince members

00:28:04.184 --> 00:28:05.306
that they're going to save

00:28:05.425 --> 00:28:06.625
on discounts and you get

00:28:06.705 --> 00:28:07.987
cheaper TheraBand and you

00:28:08.007 --> 00:28:09.207
get these benefits and all

00:28:09.227 --> 00:28:10.106
this other stuff if you

00:28:10.126 --> 00:28:11.448
just give us the five hundred.

00:28:12.048 --> 00:28:12.848
for the membership.

00:28:13.288 --> 00:28:13.828
Forget it.

00:28:14.210 --> 00:28:15.790
Just go to live events.

00:28:15.830 --> 00:28:18.133
Do one monthly live event in

00:28:18.173 --> 00:28:19.673
a different city or whatever.

00:28:20.213 --> 00:28:23.317
Make it a huge extravaganza.

00:28:23.757 --> 00:28:25.858
Bring the people who feel good,

00:28:25.878 --> 00:28:26.618
feel smart.

00:28:27.099 --> 00:28:28.019
We just had one.

00:28:28.059 --> 00:28:29.642
Somebody paid seven thousand

00:28:29.682 --> 00:28:31.002
dollars in an auction.

00:28:31.482 --> 00:28:32.702
for a doodle,

00:28:32.943 --> 00:28:35.605
one of the little mini doodles, a dog.

00:28:37.005 --> 00:28:37.904
And it made them feel

00:28:37.944 --> 00:28:39.046
amazing that they were

00:28:39.205 --> 00:28:41.226
paying this money for this

00:28:41.287 --> 00:28:43.027
dog that probably somebody

00:28:43.086 --> 00:28:43.846
else could have bought for

00:28:43.866 --> 00:28:44.887
a couple hundred bucks.

00:28:45.428 --> 00:28:48.028
But that's where you find

00:28:48.068 --> 00:28:50.109
the people who want to spend the money.

00:28:50.769 --> 00:28:51.990
Let them spend the money.

00:28:52.450 --> 00:28:54.431
Let them feel smart and good about it.

00:28:54.951 --> 00:28:57.751
Then everybody else gets the benefit.

00:28:57.971 --> 00:28:58.692
Let me...

00:28:59.873 --> 00:29:00.973
charge a couple people

00:29:01.013 --> 00:29:03.015
thousands of dollars and

00:29:03.055 --> 00:29:04.336
then shoot if I'm if I'm a

00:29:04.415 --> 00:29:06.576
good guy I will see other

00:29:06.616 --> 00:29:07.518
people who can't afford

00:29:07.577 --> 00:29:08.577
thousands of dollars for

00:29:08.597 --> 00:29:09.878
free correct you know and

00:29:09.999 --> 00:29:11.420
and I I think that's where

00:29:11.440 --> 00:29:12.421
you see the rubber hit the

00:29:12.461 --> 00:29:13.500
road because what you're

00:29:13.520 --> 00:29:14.622
going to find out is maybe

00:29:14.642 --> 00:29:15.563
you're not as good as you

00:29:15.603 --> 00:29:17.364
think you are if you're not

00:29:17.403 --> 00:29:19.164
the one doing the free services

00:29:19.744 --> 00:29:20.905
When you have all that extra

00:29:20.945 --> 00:29:21.705
money coming in,

00:29:22.286 --> 00:29:23.606
then you got to check your ethics,

00:29:23.866 --> 00:29:24.106
you know,

00:29:24.126 --> 00:29:25.527
but it's just so much easier to

00:29:25.567 --> 00:29:27.627
just sit at a hundred dollars a visit,

00:29:27.948 --> 00:29:29.669
complain about the powers

00:29:29.709 --> 00:29:31.589
that be controlling everything.

00:29:32.089 --> 00:29:33.369
When, okay.

00:29:33.410 --> 00:29:34.090
Last thing I know I'm

00:29:34.111 --> 00:29:34.911
hogging all the time.

00:29:34.971 --> 00:29:36.230
Then I want to go to Dave's segment.

00:29:36.250 --> 00:29:36.811
It's all good.

00:29:38.496 --> 00:29:39.517
I get people who are like,

00:29:39.537 --> 00:29:40.479
you got to fight and you

00:29:40.499 --> 00:29:41.339
got to protect it.

00:29:41.359 --> 00:29:42.181
You got to do this.

00:29:42.221 --> 00:29:43.501
And this is your responsibility.

00:29:43.982 --> 00:29:45.124
Look, guys, I get it.

00:29:45.364 --> 00:29:46.846
There's lobbies and we can

00:29:46.945 --> 00:29:48.808
we can lobby Congress to

00:29:48.888 --> 00:29:50.530
change the Medicare reimbursement.

00:29:50.570 --> 00:29:52.073
That's going to take it's

00:29:52.113 --> 00:29:53.034
been twenty five years.

00:29:53.094 --> 00:29:54.134
I've never seen it happen,

00:29:54.174 --> 00:29:55.916
but maybe it's going to happen next year.

00:29:56.837 --> 00:29:58.259
I could switch tomorrow.

00:29:58.740 --> 00:29:59.881
I could literally switch.

00:30:00.141 --> 00:30:00.922
I could switch today.

00:30:01.301 --> 00:30:03.624
Right now, I can put a post on Facebook,

00:30:04.025 --> 00:30:06.386
switch my pricing, switch my profit model,

00:30:06.426 --> 00:30:07.288
switch everything.

00:30:07.807 --> 00:30:08.669
And by tomorrow,

00:30:08.729 --> 00:30:09.670
I could have more cash in

00:30:09.710 --> 00:30:10.390
my bank account.

00:30:10.871 --> 00:30:12.432
Like, what do you think I'm going to do?

00:30:12.711 --> 00:30:13.913
I am not going to fight

00:30:13.953 --> 00:30:15.174
Congress when I can make a

00:30:15.214 --> 00:30:16.195
change right now,

00:30:16.276 --> 00:30:18.857
this minute that affects the bottom line.

00:30:18.897 --> 00:30:19.739
The question is,

00:30:20.118 --> 00:30:21.180
what happens if I do it and

00:30:21.200 --> 00:30:21.780
it doesn't work?

00:30:23.467 --> 00:30:26.190
I pitched an idea to APTA,

00:30:26.210 --> 00:30:29.573
quadrant the United States, Seattle,

00:30:30.513 --> 00:30:32.556
Texas, something in the southeast,

00:30:32.615 --> 00:30:33.017
New York,

00:30:33.457 --> 00:30:36.240
and do an event and just keep

00:30:36.279 --> 00:30:37.441
quadrining the country

00:30:37.780 --> 00:30:39.363
because what people want is belonging.

00:30:39.462 --> 00:30:40.243
They're not buying the

00:30:40.304 --> 00:30:41.924
discount on New Balance shoes.

00:30:42.445 --> 00:30:43.366
They're not.

00:30:43.386 --> 00:30:44.508
That's not why they're showing up.

00:30:44.748 --> 00:30:46.390
So give the people what they want.

00:30:46.670 --> 00:30:48.730
let them eat the cake, which is belonging.

00:30:48.750 --> 00:30:49.590
They want to get together

00:30:49.611 --> 00:30:50.672
with people and rah, rah.

00:30:50.991 --> 00:30:51.672
And the only time that you

00:30:51.692 --> 00:30:52.613
can do that is CSM.

00:30:52.633 --> 00:30:53.633
And I think that's a mistake.

00:30:54.113 --> 00:30:54.333
Yes.

00:30:54.472 --> 00:30:57.454
Anding to your school event.

00:30:58.553 --> 00:31:00.074
I took part in roasting a

00:31:00.153 --> 00:31:01.414
politician last night.

00:31:02.135 --> 00:31:03.396
So this is a buddy guy.

00:31:03.497 --> 00:31:04.998
My, this is my brother's best friend,

00:31:05.097 --> 00:31:05.258
right?

00:31:05.278 --> 00:31:06.740
He's assemblyman Brian Marr.

00:31:07.759 --> 00:31:09.221
He has a fortieth birthday

00:31:10.362 --> 00:31:11.542
and I got to give him

00:31:11.563 --> 00:31:12.584
credit as a politician.

00:31:12.624 --> 00:31:13.684
He could have just threw a bougie,

00:31:13.724 --> 00:31:14.065
you know,

00:31:14.125 --> 00:31:15.405
five hundred dollar plate thing

00:31:15.425 --> 00:31:16.467
or whatever and brought a bunch of,

00:31:16.626 --> 00:31:18.568
you know, bougie people together.

00:31:19.430 --> 00:31:20.450
He rented out a theater.

00:31:21.530 --> 00:31:24.031
and allowed people to roast him.

00:31:24.132 --> 00:31:25.692
And that's actually David Lucas,

00:31:25.732 --> 00:31:27.354
who's on the Kill Tony podcast.

00:31:27.874 --> 00:31:29.194
Have you heard of the Kill Tony podcast?

00:31:29.634 --> 00:31:32.136
It's this comedy podcast and this harsh,

00:31:32.176 --> 00:31:32.856
like dark humor.

00:31:32.876 --> 00:31:33.396
It's funny.

00:31:33.737 --> 00:31:34.857
It's funny, but like some of it,

00:31:34.897 --> 00:31:36.398
we cannot play any clips on this show.

00:31:37.778 --> 00:31:38.680
But it's such a good idea.

00:31:39.119 --> 00:31:40.361
He took this concept that's

00:31:40.401 --> 00:31:41.740
been going around on Comedy

00:31:41.800 --> 00:31:43.682
Central for a little while now.

00:31:43.701 --> 00:31:45.042
Like comedy got back into

00:31:45.063 --> 00:31:46.324
the roasting of Rob Lowe

00:31:46.364 --> 00:31:47.604
and Tom Brady and the whole nine.

00:31:48.125 --> 00:31:48.625
But if you look at the

00:31:48.684 --> 00:31:49.826
bottom right-hand corner,

00:31:50.726 --> 00:31:52.146
he made it benefit this

00:31:52.227 --> 00:31:53.367
event called honor flight

00:31:53.407 --> 00:31:55.829
which sends veterans to dc

00:31:55.930 --> 00:31:57.069
to enjoy the monuments and

00:31:57.089 --> 00:31:58.111
be recognized so I think

00:31:58.151 --> 00:31:59.551
it's a yes and all the

00:31:59.571 --> 00:32:00.252
people in the audience

00:32:00.272 --> 00:32:01.153
could just wrote a check

00:32:01.794 --> 00:32:02.733
but he gave them a little

00:32:02.753 --> 00:32:04.194
bit of a show and then of

00:32:04.234 --> 00:32:05.435
course use connections to

00:32:05.476 --> 00:32:06.576
like leverage things

00:32:06.896 --> 00:32:07.076
Right.

00:32:07.096 --> 00:32:07.217
I mean,

00:32:07.237 --> 00:32:08.938
there's my brother on the left DJing.

00:32:09.018 --> 00:32:09.218
Right.

00:32:09.337 --> 00:32:11.199
I was the disembodied voice

00:32:11.578 --> 00:32:12.338
on the microphone,

00:32:12.858 --> 00:32:14.400
giving a little zings here and there.

00:32:14.420 --> 00:32:14.579
Right.

00:32:14.619 --> 00:32:15.539
As I introduced the guest.

00:32:15.599 --> 00:32:17.280
So I think you have to give

00:32:17.320 --> 00:32:17.961
before you ever.

00:32:18.361 --> 00:32:19.300
This is jab, jab, jab,

00:32:19.340 --> 00:32:20.182
right hook from Gary Vee.

00:32:20.221 --> 00:32:21.122
All right.

00:32:21.162 --> 00:32:21.902
Time to shift gears.

00:32:22.142 --> 00:32:23.522
Profitability problems with

00:32:24.603 --> 00:32:26.003
final comment on that is

00:32:26.663 --> 00:32:27.943
you can get you can come to

00:32:27.963 --> 00:32:28.464
New York City.

00:32:28.944 --> 00:32:29.464
I'll take you.

00:32:29.625 --> 00:32:30.805
We can go down the canal street.

00:32:31.145 --> 00:32:32.046
We can go and get.

00:32:32.625 --> 00:32:35.307
Fendi, Gucci, Prada, Louis Vuitton,

00:32:35.366 --> 00:32:38.867
Burberry, Dior, Balenciaga.

00:32:38.928 --> 00:32:40.548
We can get all these purses

00:32:40.567 --> 00:32:42.628
and wallets that are fake,

00:32:42.648 --> 00:32:43.528
that are knockoffs.

00:32:44.229 --> 00:32:46.009
And the difference between

00:32:46.490 --> 00:32:47.529
someone across the country

00:32:47.569 --> 00:32:49.651
in a practice that has a

00:32:49.691 --> 00:32:50.891
Medicare beneficiary that

00:32:51.070 --> 00:32:52.790
is coming most of the time,

00:32:52.810 --> 00:32:54.271
I want to say most of these folks,

00:32:55.030 --> 00:32:56.372
that is that has been coming

00:32:56.392 --> 00:32:57.231
to your practice for months

00:32:57.291 --> 00:33:00.212
if not years it is pushing

00:33:00.232 --> 00:33:01.673
a boulder uphill to try to

00:33:01.713 --> 00:33:02.854
get them to all of a sudden

00:33:02.894 --> 00:33:04.255
pay more to pay out of

00:33:04.295 --> 00:33:05.695
pocket it's two different

00:33:05.715 --> 00:33:06.955
people the people that come

00:33:07.296 --> 00:33:08.836
and shop at canal street to

00:33:08.856 --> 00:33:11.377
get knockoff prada gucci

00:33:11.397 --> 00:33:13.199
whatever purses or wallets

00:33:13.298 --> 00:33:14.778
or whatever other you know

00:33:14.818 --> 00:33:15.880
luxury leather goods

00:33:17.199 --> 00:33:17.979
they're not the ones that

00:33:17.999 --> 00:33:18.939
are going to the actual

00:33:18.999 --> 00:33:19.940
stores to buy the real,

00:33:20.000 --> 00:33:21.480
it's two different consumers.

00:33:21.880 --> 00:33:22.880
That's the difference.

00:33:22.980 --> 00:33:24.881
And physical therapy has all

00:33:24.901 --> 00:33:25.361
these Medicare

00:33:25.381 --> 00:33:26.260
beneficiaries across the

00:33:26.300 --> 00:33:27.040
country that have been

00:33:27.221 --> 00:33:28.122
using their Medicare

00:33:28.382 --> 00:33:30.281
benefits and they want to

00:33:30.342 --> 00:33:32.603
continue for as long as

00:33:32.623 --> 00:33:33.323
they're on this earth to

00:33:33.403 --> 00:33:34.442
use those Medicare benefits.

00:33:34.883 --> 00:33:36.544
And the people that pay out of pocket,

00:33:36.723 --> 00:33:38.183
like the folks that we

00:33:38.243 --> 00:33:39.285
sometimes stumble across

00:33:39.664 --> 00:33:41.565
that work with us that pay

00:33:41.585 --> 00:33:42.765
out of pocket when they have Medicare,

00:33:43.046 --> 00:33:44.486
it's two different consumers.

00:33:45.046 --> 00:33:45.846
Is it two different

00:33:45.886 --> 00:33:47.928
consumers or is this like

00:33:47.948 --> 00:33:49.249
that scene from the Avenger?

00:33:49.348 --> 00:33:52.530
Is it like, is it, it's a different time.

00:33:52.570 --> 00:33:53.531
If you had gotten that

00:33:53.571 --> 00:33:55.653
person ten years ago and taught them this,

00:33:55.692 --> 00:33:57.074
like if you had presented it differently,

00:33:57.334 --> 00:33:58.555
they might think differently.

00:33:58.634 --> 00:33:59.096
Do you know what I mean?

00:34:00.188 --> 00:34:01.449
I don't know what, Tony,

00:34:01.469 --> 00:34:01.808
what do you think?

00:34:01.828 --> 00:34:02.549
I mean,

00:34:02.650 --> 00:34:04.111
maybe someone can go from the

00:34:04.211 --> 00:34:05.711
Medicare insurance mindset

00:34:05.771 --> 00:34:07.133
and then they have a couple

00:34:07.173 --> 00:34:09.313
of bad experiences, not at Tony's office,

00:34:09.333 --> 00:34:09.614
of course,

00:34:09.653 --> 00:34:10.635
but like other offices where

00:34:10.675 --> 00:34:11.635
it's like they change a

00:34:11.655 --> 00:34:12.536
therapist every visit.

00:34:13.536 --> 00:34:14.858
The time of the treatment

00:34:14.898 --> 00:34:16.338
duration is different every visit.

00:34:16.579 --> 00:34:17.820
The person becomes

00:34:17.840 --> 00:34:18.820
accustomed to getting

00:34:19.001 --> 00:34:20.942
frustrated and their

00:34:21.101 --> 00:34:22.322
expectations are not met.

00:34:22.563 --> 00:34:24.463
Then they can say, they could ask around,

00:34:24.503 --> 00:34:25.164
they could look around,

00:34:25.684 --> 00:34:26.686
like what else is around?

00:34:26.766 --> 00:34:27.565
And then some people are like, well,

00:34:27.585 --> 00:34:29.007
there's some therapists that charge two,

00:34:29.047 --> 00:34:29.927
three hundred dollars a visit.

00:34:30.708 --> 00:34:31.789
but you got to pay out of pocket.

00:34:32.550 --> 00:34:33.971
And then it's one-on-one and

00:34:34.010 --> 00:34:35.652
they could quote unquote

00:34:35.672 --> 00:34:37.574
graduate or transition to that.

00:34:38.275 --> 00:34:39.576
Not many people are going to get there.

00:34:40.376 --> 00:34:40.697
I agree.

00:34:40.817 --> 00:34:42.438
Not many people are going to get there.

00:34:42.838 --> 00:34:44.760
I do think it's a different consumer.

00:34:44.981 --> 00:34:46.641
I also shared that post that said, look,

00:34:46.681 --> 00:34:48.163
what if Medicare paid the client,

00:34:48.202 --> 00:34:50.125
the beneficiary and not the therapist?

00:34:50.644 --> 00:34:52.067
What if Medicare said we

00:34:52.086 --> 00:34:53.148
would normally spend a

00:34:53.248 --> 00:34:54.007
hundred dollars or a

00:34:54.068 --> 00:34:55.809
thousand dollars or whatever on

00:34:56.070 --> 00:34:57.170
I'm just going to give it to you,

00:34:57.231 --> 00:34:58.452
Mr. Beneficiary.

00:34:58.891 --> 00:35:01.032
You choose where you're

00:35:01.052 --> 00:35:02.014
going to spend that money.

00:35:02.454 --> 00:35:03.994
How many of those people

00:35:04.295 --> 00:35:05.195
would just keep the money?

00:35:06.036 --> 00:35:07.177
I'll deal with the back pain.

00:35:07.338 --> 00:35:08.237
I'll take the thousand

00:35:08.257 --> 00:35:09.239
dollars that you would have

00:35:09.278 --> 00:35:10.460
spent on therapy.

00:35:11.099 --> 00:35:12.581
How many of them would go to

00:35:12.641 --> 00:35:15.983
another specialty, another option?

00:35:16.523 --> 00:35:18.164
I think the reality is most

00:35:18.204 --> 00:35:19.226
of the people that are

00:35:19.266 --> 00:35:20.485
coming into physical

00:35:20.525 --> 00:35:21.666
therapy today are coming

00:35:21.706 --> 00:35:23.228
because their doctor told

00:35:23.268 --> 00:35:25.570
them to and it's covered by insurance.

00:35:26.409 --> 00:35:28.291
And so we don't have

00:35:28.351 --> 00:35:29.771
something that they want.

00:35:29.811 --> 00:35:30.931
We don't have something that

00:35:30.952 --> 00:35:31.891
they're desperate for.

00:35:31.931 --> 00:35:33.472
And that's what I'm trying to change.

00:35:33.891 --> 00:35:35.452
That's what I'm trying to figure out.

00:35:36.152 --> 00:35:37.253
And that's what leads to

00:35:37.514 --> 00:35:38.853
profitability problems.

00:35:39.253 --> 00:35:42.215
So let's hear about what

00:35:42.315 --> 00:35:43.954
profitability problems are

00:35:43.994 --> 00:35:45.456
from the great Dave Kittle.

00:35:46.181 --> 00:35:47.541
Yeah, it is.

00:35:47.561 --> 00:35:49.001
So this one post from Chris Miller,

00:35:49.041 --> 00:35:49.601
it's public.

00:35:50.782 --> 00:35:51.643
Jimmy did say, hey,

00:35:51.663 --> 00:35:54.304
this could be a topic on the show.

00:35:54.983 --> 00:35:55.905
Chris Miller down in Florida,

00:35:55.965 --> 00:35:56.744
he said he's created a new

00:35:56.784 --> 00:35:57.744
type of PT clinic that's

00:35:57.764 --> 00:35:59.266
already gotten rave reviews

00:35:59.286 --> 00:36:00.085
from elite business minds

00:36:00.106 --> 00:36:00.846
in the PT space.

00:36:00.885 --> 00:36:01.606
He knows that it's great.

00:36:01.626 --> 00:36:02.407
His clients love it.

00:36:02.827 --> 00:36:04.568
Here's his problem.

00:36:05.588 --> 00:36:07.130
He said, I'm not running a great business.

00:36:07.469 --> 00:36:08.371
Debt, missing payroll,

00:36:08.391 --> 00:36:09.492
struggling with marketing

00:36:10.793 --> 00:36:12.315
or problems I don't know how to fix.

00:36:12.376 --> 00:36:13.356
I've taken so many courses

00:36:13.396 --> 00:36:14.637
and worked with coaches who are great.

00:36:15.057 --> 00:36:15.778
The problem is me.

00:36:15.818 --> 00:36:17.880
My ADHD brain sucks at boring tasks.

00:36:17.900 --> 00:36:18.501
I just need help.

00:36:18.822 --> 00:36:19.623
Some business owners have

00:36:19.643 --> 00:36:20.744
criticized me for saying that,

00:36:20.824 --> 00:36:22.385
but I agree with him here.

00:36:22.706 --> 00:36:23.728
It's self-awareness that

00:36:23.768 --> 00:36:24.989
comes from decades of

00:36:25.028 --> 00:36:26.971
struggles with schoolwork, projects,

00:36:26.990 --> 00:36:27.431
tasks.

00:36:28.391 --> 00:36:29.273
tasks similar to those

00:36:29.313 --> 00:36:31.554
required to running a business,

00:36:31.673 --> 00:36:32.793
I would love to have a

00:36:32.833 --> 00:36:33.655
business partner or

00:36:33.675 --> 00:36:34.914
investor who is good at the

00:36:34.934 --> 00:36:36.076
business piece and who

00:36:36.096 --> 00:36:37.956
believes in what I'm doing,

00:36:38.157 --> 00:36:40.077
because I know that's the

00:36:40.097 --> 00:36:41.259
missing piece to building

00:36:41.318 --> 00:36:42.179
something truly great.

00:36:42.778 --> 00:36:45.320
Who is the best business person you know?

00:36:46.101 --> 00:36:46.882
I want to speak with people

00:36:46.922 --> 00:36:48.643
smarter than me about how

00:36:48.663 --> 00:36:49.985
to find a partner to help

00:36:50.304 --> 00:36:51.326
so we can grow it together.

00:36:51.365 --> 00:36:51.545
Now,

00:36:52.067 --> 00:36:52.706
I know we're talking about

00:36:52.726 --> 00:36:54.668
profitability problems on this segment.

00:36:54.708 --> 00:36:55.550
The reason why I'm bringing

00:36:55.590 --> 00:36:57.391
this up is because I can't find it.

00:36:57.411 --> 00:36:59.554
But one of the comments that Chris said

00:37:00.764 --> 00:37:01.065
Of course,

00:37:01.105 --> 00:37:02.106
people chimed in with like a

00:37:02.126 --> 00:37:02.545
million different

00:37:02.585 --> 00:37:05.467
suggestions as these Facebook groups go.

00:37:06.766 --> 00:37:07.748
I think someone suggested a

00:37:07.768 --> 00:37:08.487
couple of different things.

00:37:08.507 --> 00:37:11.048
Like one was like a fractional person,

00:37:11.108 --> 00:37:12.128
operations person,

00:37:12.510 --> 00:37:14.409
but he commented back somewhere.

00:37:14.429 --> 00:37:15.130
I want to try to find it.

00:37:15.150 --> 00:37:16.371
There's like thirty five comments.

00:37:16.710 --> 00:37:18.452
One of the comments that Chris replied,

00:37:18.492 --> 00:37:19.751
he said, yeah, I know,

00:37:19.771 --> 00:37:20.873
but I can't afford that.

00:37:21.592 --> 00:37:23.032
like whether it was like a

00:37:23.092 --> 00:37:24.634
team member an operations

00:37:24.693 --> 00:37:25.673
person someone that would

00:37:26.014 --> 00:37:28.193
come in uh I can't find the

00:37:28.213 --> 00:37:29.893
exact quote and I hope it's

00:37:29.974 --> 00:37:31.894
not from a different chris

00:37:31.934 --> 00:37:33.215
miller post I think it was

00:37:33.295 --> 00:37:34.735
from this one I I want to

00:37:34.755 --> 00:37:35.534
make sure I'm quoting him

00:37:35.594 --> 00:37:39.195
properly um first like

00:37:39.235 --> 00:37:40.295
kudos on chris for being

00:37:40.456 --> 00:37:41.536
super honest and vulnerable

00:37:41.556 --> 00:37:42.436
because I bet you there's a

00:37:42.496 --> 00:37:43.297
thousand other people who

00:37:43.336 --> 00:37:44.336
are thinking the same thing

00:37:44.436 --> 00:37:46.097
while they post like really

00:37:46.117 --> 00:37:47.036
great highlight videos of

00:37:47.056 --> 00:37:47.898
themselves in their clinic

00:37:47.978 --> 00:37:49.197
so chris like that's a big

00:37:49.237 --> 00:37:50.297
deal being super honest

00:37:52.105 --> 00:37:52.385
Definitely.

00:37:52.824 --> 00:37:53.246
Absolutely.

00:37:53.706 --> 00:37:56.827
So am I off base by saying

00:37:56.847 --> 00:37:58.387
that that follow up comment?

00:37:58.407 --> 00:37:59.088
I'm trying to find it.

00:37:59.548 --> 00:38:01.769
I can't that he that he said

00:38:01.789 --> 00:38:02.889
he can't afford it unless

00:38:03.030 --> 00:38:03.851
unless he posted something

00:38:03.911 --> 00:38:05.251
else recently at like the

00:38:06.532 --> 00:38:08.032
some other some other post.

00:38:09.193 --> 00:38:09.934
But oh, yeah,

00:38:09.954 --> 00:38:11.594
he said someone said huge

00:38:11.614 --> 00:38:12.454
respect for your honesty as

00:38:12.494 --> 00:38:13.054
someone who's worked in

00:38:13.074 --> 00:38:14.456
health care consulting and

00:38:14.496 --> 00:38:15.617
business management for a few years.

00:38:15.657 --> 00:38:16.896
I can tell this level of

00:38:16.956 --> 00:38:18.858
self-awareness is rare and a strength,

00:38:18.898 --> 00:38:19.458
not a weakness.

00:38:20.298 --> 00:38:21.539
they suggest a fractional

00:38:21.579 --> 00:38:23.041
coo or business manager an

00:38:23.181 --> 00:38:24.143
equity-based strategic

00:38:24.182 --> 00:38:25.684
partner or outsource the

00:38:25.724 --> 00:38:26.824
gaps temporarily and he

00:38:26.844 --> 00:38:27.985
said for number one I need

00:38:28.025 --> 00:38:29.106
capital be able to afford a

00:38:29.146 --> 00:38:30.829
fractional coo for number

00:38:30.869 --> 00:38:31.869
two a hundred percent open

00:38:31.889 --> 00:38:32.891
and willing to offer equity

00:38:33.331 --> 00:38:34.751
and number three again

00:38:34.773 --> 00:38:36.134
don't have the money to do any of these

00:38:37.610 --> 00:38:37.851
Okay,

00:38:37.990 --> 00:38:39.552
so that's why this is profitability

00:38:39.592 --> 00:38:41.673
problems, this segment, respectfully,

00:38:41.693 --> 00:38:41.994
Chris.

00:38:42.273 --> 00:38:44.376
But again, a ton of kudos to him,

00:38:44.476 --> 00:38:45.096
self-awareness,

00:38:45.195 --> 00:38:46.297
and just putting this out there.

00:38:46.777 --> 00:38:48.778
Not easy, love it, love to see it.

00:38:49.739 --> 00:38:51.800
That's why he's successful

00:38:51.840 --> 00:38:53.101
to the point where he is right now.

00:38:54.382 --> 00:38:56.884
But if you, like something might,

00:38:57.103 --> 00:38:58.525
we need to maybe dig into this.

00:38:58.585 --> 00:38:59.385
We have one on the show in

00:38:59.405 --> 00:39:00.166
the future or whatever,

00:39:00.206 --> 00:39:03.108
but like maybe something's not,

00:39:04.143 --> 00:39:05.565
fully dialed in where

00:39:05.585 --> 00:39:06.925
there's not enough extra

00:39:06.965 --> 00:39:09.286
profit to figure out some

00:39:09.306 --> 00:39:09.907
of these solutions.

00:39:09.927 --> 00:39:10.766
So if you don't have the

00:39:10.786 --> 00:39:12.088
capital to bring on like a

00:39:12.148 --> 00:39:13.427
Tony Meritato or whoever,

00:39:13.467 --> 00:39:14.809
like I'm not saying Tony wants to do this,

00:39:14.869 --> 00:39:15.909
but like if you want to

00:39:15.929 --> 00:39:16.630
have someone who's like a

00:39:16.690 --> 00:39:17.769
seasoned business person to

00:39:17.809 --> 00:39:18.990
come in and help with

00:39:19.010 --> 00:39:20.992
operations or pay for, you know,

00:39:21.032 --> 00:39:23.012
a coach like Jamie Shrier, Sturdy McKee,

00:39:23.032 --> 00:39:23.313
whoever,

00:39:24.313 --> 00:39:25.454
um then there is some

00:39:25.494 --> 00:39:26.856
profitability component to

00:39:26.876 --> 00:39:27.735
this to get yourself out

00:39:27.755 --> 00:39:28.717
because it's either it's

00:39:28.757 --> 00:39:30.418
either you have to do it on

00:39:30.438 --> 00:39:32.079
your own time your own dime

00:39:32.701 --> 00:39:33.641
uh or you have to bring in

00:39:33.661 --> 00:39:34.822
someone that is better than

00:39:34.842 --> 00:39:35.603
you that's been there and

00:39:35.663 --> 00:39:37.105
done it but he doesn't have

00:39:37.184 --> 00:39:38.125
it's like the conundrum

00:39:38.346 --> 00:39:38.885
like he doesn't have the

00:39:38.925 --> 00:39:40.987
money to get someone yeah

00:39:41.268 --> 00:39:42.469
so so that's the challenge

00:39:42.489 --> 00:39:43.110
what do you think tony

00:39:45.989 --> 00:39:47.070
I've known Chris for a long

00:39:47.110 --> 00:39:48.291
time and he reached out to

00:39:48.331 --> 00:39:49.411
me through Messenger.

00:39:49.472 --> 00:39:51.992
And when I saw him share

00:39:52.032 --> 00:39:54.173
that post in Uncaged Clinicians,

00:39:54.494 --> 00:39:57.195
my immediate concern was I

00:39:57.255 --> 00:39:59.496
feel like Chris is stuck,

00:39:59.536 --> 00:40:04.478
like so many of us, in that limbo between,

00:40:05.039 --> 00:40:06.559
okay, I can't do it all myself.

00:40:07.300 --> 00:40:08.581
I know my limitations.

00:40:08.621 --> 00:40:09.681
I know my deficits.

00:40:10.481 --> 00:40:10.802
Um,

00:40:11.023 --> 00:40:13.023
but I also can't afford to hire people

00:40:13.144 --> 00:40:14.385
to do it for me.

00:40:14.846 --> 00:40:16.387
So maybe I'm going to try

00:40:16.427 --> 00:40:19.530
and find a solution in, in partnership,

00:40:19.550 --> 00:40:19.889
but that's,

00:40:20.030 --> 00:40:22.012
that's definitely not a solution here.

00:40:22.371 --> 00:40:25.195
Um, I'm going to say two, two fold.

00:40:25.375 --> 00:40:26.936
One is if you're not

00:40:26.976 --> 00:40:28.597
profitable enough for you,

00:40:28.777 --> 00:40:30.599
why would a partner come in?

00:40:30.639 --> 00:40:31.380
Because you're looking for

00:40:31.420 --> 00:40:33.181
them to bail you out, you know, and,

00:40:33.280 --> 00:40:33.762
and that's just,

00:40:33.802 --> 00:40:34.702
it's not going to happen.

00:40:34.722 --> 00:40:36.043
I've never seen it happen.

00:40:36.423 --> 00:40:38.505
Uh, and, and two is, um,

00:40:38.945 --> 00:40:40.606
And this goes to a post that

00:40:40.686 --> 00:40:43.146
somebody had shared looking at Athelas.

00:40:43.746 --> 00:40:45.447
And I think when somebody is

00:40:45.567 --> 00:40:48.907
looking for solutions to problems,

00:40:48.947 --> 00:40:50.728
and I've realized this about myself,

00:40:51.349 --> 00:40:52.009
you think, oh,

00:40:52.068 --> 00:40:53.148
I'm going to buy this thing

00:40:53.188 --> 00:40:54.028
or I'm going to do this

00:40:54.048 --> 00:40:54.688
thing and it's going to

00:40:54.728 --> 00:40:55.829
solve my problems.

00:40:55.929 --> 00:40:56.429
It's not.

00:40:57.230 --> 00:40:58.429
You have to solve your

00:40:58.469 --> 00:41:02.090
problems first and then you

00:41:02.110 --> 00:41:03.231
attract the right people

00:41:03.251 --> 00:41:04.050
and the right people come

00:41:04.090 --> 00:41:05.030
into the organization.

00:41:05.731 --> 00:41:07.811
So to Chris's situation,

00:41:08.952 --> 00:41:11.155
He's in this limo and Joey Alberton,

00:41:11.375 --> 00:41:12.536
we've talked about this on

00:41:12.576 --> 00:41:13.456
the show before.

00:41:13.998 --> 00:41:15.318
It's like you could probably

00:41:15.338 --> 00:41:18.121
get away with small one person, you know,

00:41:18.141 --> 00:41:22.005
look, making a living or you go to five.

00:41:22.045 --> 00:41:23.307
You don't you don't live in

00:41:23.367 --> 00:41:24.949
like the two or three zone

00:41:25.309 --> 00:41:26.550
clinician wise because it's

00:41:26.570 --> 00:41:27.931
just not profitable enough.

00:41:28.172 --> 00:41:28.413
Right.

00:41:29.413 --> 00:41:31.333
I think Chris is looking for a solution.

00:41:31.614 --> 00:41:34.115
I don't think the solution exists.

00:41:34.597 --> 00:41:36.557
So now he makes a decision.

00:41:37.018 --> 00:41:39.340
He says, okay, I'm going to do this.

00:41:39.380 --> 00:41:41.521
And I know he said, I've used coaches.

00:41:41.581 --> 00:41:42.702
I've had great mentors.

00:41:42.762 --> 00:41:43.784
I've done all this stuff.

00:41:44.423 --> 00:41:45.144
I just hate it.

00:41:45.864 --> 00:41:46.606
So you say, okay,

00:41:47.465 --> 00:41:49.086
how are you going to find the profit?

00:41:49.166 --> 00:41:51.389
Where is the profit going to come from?

00:41:52.168 --> 00:41:54.309
Or do I just shift gears?

00:41:54.329 --> 00:41:56.692
Do I try to sell what I've got?

00:41:56.731 --> 00:41:57.532
Maybe somebody is going to

00:41:57.572 --> 00:41:59.313
come in and just buy the equipment.

00:41:59.914 --> 00:42:01.034
And do I go back to just

00:42:01.074 --> 00:42:02.496
being an employed therapist?

00:42:02.536 --> 00:42:03.976
I don't think he wants to do that.

00:42:05.157 --> 00:42:06.617
So for my wife and I,

00:42:07.798 --> 00:42:08.940
we made an investment.

00:42:09.847 --> 00:42:11.387
We learned how to run a business,

00:42:11.987 --> 00:42:14.507
but we had to step out of patient care.

00:42:14.568 --> 00:42:16.648
We had to stop being the therapist.

00:42:16.708 --> 00:42:18.708
We had to put all of our

00:42:18.768 --> 00:42:20.809
effort into being the

00:42:20.849 --> 00:42:22.769
business owner and building the business.

00:42:23.190 --> 00:42:25.451
If Chris does not want to do that,

00:42:25.570 --> 00:42:26.431
even though it's something

00:42:26.451 --> 00:42:27.471
he doesn't enjoy,

00:42:28.391 --> 00:42:30.851
then I don't think bringing

00:42:30.871 --> 00:42:32.333
a partner in is going to do

00:42:32.373 --> 00:42:33.052
it because you're not going

00:42:33.072 --> 00:42:34.132
to attract a good partner.

00:42:34.612 --> 00:42:35.152
Yeah.

00:42:35.233 --> 00:42:36.134
I think Chris is smart

00:42:36.153 --> 00:42:37.173
enough to understand that

00:42:38.262 --> 00:42:39.063
It's me.

00:42:39.423 --> 00:42:40.583
Hi, I'm the problem.

00:42:40.603 --> 00:42:40.983
It's me.

00:42:41.324 --> 00:42:42.385
He understands that like he

00:42:42.425 --> 00:42:43.204
can see that there's that

00:42:43.244 --> 00:42:44.505
Taylor Swift reference that we get to.

00:42:45.485 --> 00:42:47.367
So what I was going to say is two things.

00:42:47.427 --> 00:42:47.806
Number one,

00:42:47.907 --> 00:42:48.947
understand what game you're playing.

00:42:49.327 --> 00:42:50.188
Chris is trying to play

00:42:50.489 --> 00:42:52.309
clinical game and business game.

00:42:52.329 --> 00:42:53.289
And those are two different games.

00:42:53.570 --> 00:42:55.090
He's probably very good at one of them.

00:42:55.411 --> 00:42:56.311
And he's admitting he's not

00:42:56.331 --> 00:42:56.952
good at the other one.

00:42:57.679 --> 00:42:59.500
Bringing on someone, like you said,

00:42:59.760 --> 00:43:01.760
for equity or money, you don't have it,

00:43:01.840 --> 00:43:02.681
so there's not a choice.

00:43:03.382 --> 00:43:03.621
And again,

00:43:03.641 --> 00:43:04.782
if you're not profitable with one,

00:43:05.003 --> 00:43:06.023
why would you be profitable with two?

00:43:06.063 --> 00:43:06.563
You're not.

00:43:07.103 --> 00:43:07.925
My suggestion,

00:43:07.945 --> 00:43:09.224
because I want Chris to walk

00:43:09.244 --> 00:43:10.226
away with something tactical,

00:43:10.365 --> 00:43:12.027
is I'm going through this

00:43:12.067 --> 00:43:14.108
whole six types of working genius.

00:43:14.128 --> 00:43:15.168
Have you heard about this?

00:43:15.789 --> 00:43:17.590
It's one of those paradigms

00:43:17.630 --> 00:43:18.849
or frameworks that explains

00:43:18.911 --> 00:43:20.411
why certain people succeed

00:43:20.431 --> 00:43:21.231
in certain situations.

00:43:21.492 --> 00:43:22.391
Chris sounds a lot like me.

00:43:23.572 --> 00:43:24.893
where he's not good at those tactical,

00:43:25.213 --> 00:43:26.875
those tedious things as the

00:43:26.914 --> 00:43:27.896
six types of working genius

00:43:27.916 --> 00:43:28.396
would call it.

00:43:29.376 --> 00:43:30.737
You find one of those people.

00:43:31.418 --> 00:43:32.398
And I think the

00:43:32.458 --> 00:43:33.940
cost-effective way to do it now,

00:43:33.960 --> 00:43:35.161
which is what I'm beginning to do,

00:43:35.641 --> 00:43:36.702
is a virtual assistant.

00:43:36.942 --> 00:43:37.943
So if Chris was like, I need,

00:43:38.003 --> 00:43:39.443
this is the clinic I'm going for.

00:43:40.083 --> 00:43:41.164
You need to sit down and

00:43:41.204 --> 00:43:42.985
turn your ADD off for a little bit,

00:43:43.425 --> 00:43:44.646
figure out and list all

00:43:44.666 --> 00:43:45.608
those tedious things that

00:43:45.628 --> 00:43:46.327
Chris was mentioning

00:43:46.347 --> 00:43:46.929
because he listed them.

00:43:46.949 --> 00:43:47.809
He knows what he's bad at.

00:43:48.369 --> 00:43:50.590
My ADD brain sucks at boring tasks.

00:43:50.731 --> 00:43:53.112
I know it needs to be done.

00:43:54.313 --> 00:43:55.494
Chris, you doubling down,

00:43:55.534 --> 00:43:56.414
this is not a muscle you're

00:43:56.434 --> 00:43:57.376
going to get stronger at.

00:43:57.476 --> 00:43:58.577
This is your personality.

00:43:58.896 --> 00:44:00.217
I can say this because Chris

00:44:00.257 --> 00:44:02.039
is me looking at you, Chris.

00:44:02.079 --> 00:44:04.420
Chris, this is me.

00:44:04.820 --> 00:44:06.521
Bring someone on but cost effective.

00:44:06.702 --> 00:44:07.483
In my opinion,

00:44:07.503 --> 00:44:08.483
it's a virtual assistant

00:44:08.503 --> 00:44:09.184
because you can do it for

00:44:09.224 --> 00:44:10.045
like twelve bucks an hour.

00:44:12.007 --> 00:44:13.068
Another challenge that he

00:44:13.128 --> 00:44:14.708
put in the chat here in the

00:44:14.768 --> 00:44:16.570
comments on the Facebook

00:44:16.590 --> 00:44:17.710
group in Uncaged Clinician

00:44:17.771 --> 00:44:19.992
is that he already started

00:44:20.432 --> 00:44:21.574
the business or at some

00:44:21.614 --> 00:44:23.315
point took out an SBA loan, right?

00:44:23.514 --> 00:44:27.177
So not completely bootstrapped before.

00:44:27.797 --> 00:44:28.097
And listen,

00:44:28.117 --> 00:44:29.219
there's pros and cons either way.

00:44:29.318 --> 00:44:29.498
Tony,

00:44:29.539 --> 00:44:31.000
you started with a loan at some point

00:44:31.039 --> 00:44:31.340
or no?

00:44:32.481 --> 00:44:33.641
No, we never did a loan.

00:44:33.681 --> 00:44:34.503
Ten grand or something?

00:44:34.742 --> 00:44:36.623
Yeah, ten grand.

00:44:38.344 --> 00:44:39.505
I had saved ten grand,

00:44:39.545 --> 00:44:40.567
borrowed the rest from my mom.

00:44:41.273 --> 00:44:43.094
yeah yeah so at this point

00:44:43.135 --> 00:44:45.097
like he can't probably it

00:44:45.117 --> 00:44:46.038
doesn't sound like he has

00:44:46.077 --> 00:44:47.918
enough profit enough cash

00:44:47.938 --> 00:44:49.561
flow to take out a loan

00:44:49.601 --> 00:44:50.400
right now because he's

00:44:50.702 --> 00:44:51.802
already paying the debt

00:44:51.842 --> 00:44:53.264
service he's saying debt he

00:44:53.304 --> 00:44:54.525
wrote debt missing payroll

00:44:54.565 --> 00:44:55.344
struggling with marketing

00:44:55.385 --> 00:44:56.947
or other problems so he's

00:44:56.967 --> 00:44:58.128
already paying debt service

00:44:58.188 --> 00:44:59.829
monthly debt payments back

00:44:59.869 --> 00:45:01.510
to this sba loan from when

00:45:01.550 --> 00:45:02.331
he started I don't remember

00:45:02.351 --> 00:45:03.492
when he started I I think

00:45:03.532 --> 00:45:04.693
he's been around for at

00:45:04.713 --> 00:45:05.534
least a handful of years

00:45:05.554 --> 00:45:06.855
with his practice but um he

00:45:06.875 --> 00:45:07.856
can fill in the gaps for us

00:45:08.576 --> 00:45:09.275
So he can't do it.

00:45:09.356 --> 00:45:10.137
He can't take out another

00:45:10.177 --> 00:45:11.996
loan right now because most

00:45:12.036 --> 00:45:13.378
banks are going to say, well, like,

00:45:13.458 --> 00:45:14.257
you know, it's too risky.

00:45:14.277 --> 00:45:15.239
You don't have enough cashflow.

00:45:15.518 --> 00:45:17.119
You're obviously making the minimal, maybe,

00:45:17.139 --> 00:45:17.639
I don't know,

00:45:17.679 --> 00:45:18.300
maybe you're making the

00:45:18.320 --> 00:45:19.380
minimal debt payments on

00:45:19.420 --> 00:45:20.780
the current initial loan.

00:45:21.161 --> 00:45:22.422
So now you can't take an SBA

00:45:22.521 --> 00:45:23.641
or a commercial debt loan

00:45:23.742 --> 00:45:25.163
out right now on top of

00:45:25.182 --> 00:45:26.143
what you already have.

00:45:27.003 --> 00:45:28.903
Again, because of the, uh,

00:45:28.923 --> 00:45:31.085
the cashflow challenges and,

00:45:32.788 --> 00:45:33.929
Some practice owners can get

00:45:33.969 --> 00:45:35.369
to this point where they're like,

00:45:35.710 --> 00:45:36.610
everything was bootstrapped

00:45:36.630 --> 00:45:37.512
and it was just, you know,

00:45:37.532 --> 00:45:40.193
your own sweaty startup kind of thing.

00:45:40.853 --> 00:45:42.574
And now he could be at a

00:45:42.614 --> 00:45:44.096
point to take out a business loan,

00:45:44.115 --> 00:45:45.657
but he already has the first one.

00:45:46.137 --> 00:45:46.958
So again, it's just,

00:45:47.398 --> 00:45:48.579
this is the current

00:45:49.119 --> 00:45:50.201
conundrum and challenge for him.

00:45:51.856 --> 00:45:52.717
I just think it's one of

00:45:52.757 --> 00:45:54.260
those deals where he's

00:45:54.320 --> 00:45:55.802
finding and he's searching

00:45:55.842 --> 00:45:58.005
for that high profit margin

00:45:58.846 --> 00:46:00.969
service or product, you know,

00:46:01.009 --> 00:46:02.510
because I can be,

00:46:02.550 --> 00:46:03.791
and I'm going to talk about myself.

00:46:04.152 --> 00:46:07.117
I can be very inefficient, very flighty.

00:46:07.197 --> 00:46:08.659
I can jump from idea to idea.

00:46:09.440 --> 00:46:12.702
But until I find that high profit,

00:46:12.842 --> 00:46:14.103
you know, cash cow,

00:46:14.123 --> 00:46:15.644
that ATM that just prints

00:46:15.684 --> 00:46:16.925
cash very easily,

00:46:18.327 --> 00:46:21.590
I can't be ADHD and jump

00:46:21.610 --> 00:46:24.331
from project to project and be poor.

00:46:24.873 --> 00:46:26.434
I have to have, you know,

00:46:26.873 --> 00:46:29.115
like a foundation of income there.

00:46:29.596 --> 00:46:31.757
So I think all of us agree

00:46:31.797 --> 00:46:33.099
like this whole idea of the

00:46:33.119 --> 00:46:35.400
twenty four hour access and

00:46:35.481 --> 00:46:36.802
the golf simulator and the

00:46:36.842 --> 00:46:38.824
stuff you're on to something.

00:46:40.199 --> 00:46:42.842
What what may help is to say, OK,

00:46:43.101 --> 00:46:43.963
what are the things I can

00:46:43.983 --> 00:46:44.903
get off of my plate?

00:46:45.304 --> 00:46:46.864
Not put on a virtual assistant.

00:46:47.126 --> 00:46:48.286
I personally have never been

00:46:48.326 --> 00:46:49.847
able to hire a virtual assistant.

00:46:50.168 --> 00:46:51.429
So I'm just saying I don't

00:46:51.469 --> 00:46:53.510
think that's a reasonable expectation.

00:46:54.170 --> 00:46:55.431
I think it's just I'm just

00:46:55.492 --> 00:46:56.152
not going to do it.

00:46:56.532 --> 00:46:56.893
You know,

00:46:57.193 --> 00:46:58.574
if this is the stuff that's

00:46:58.614 --> 00:46:59.735
taking eighty percent of my

00:46:59.795 --> 00:47:00.976
time and producing twenty

00:47:01.016 --> 00:47:02.016
percent of the revenue,

00:47:02.516 --> 00:47:04.018
I am just not going to do that stuff.

00:47:04.059 --> 00:47:05.380
I'm not going to do that.

00:47:06.920 --> 00:47:08.041
He's talking about like things like.

00:47:09.211 --> 00:47:10.293
like tasks that need to get done,

00:47:10.333 --> 00:47:11.576
like paying for stuff like

00:47:11.615 --> 00:47:12.516
that needs to get done.

00:47:12.556 --> 00:47:14.721
So then like, that's not want that's need.

00:47:15.302 --> 00:47:16.965
He, do you think he, he has to do it,

00:47:16.985 --> 00:47:18.005
put your headphones on and

00:47:18.527 --> 00:47:19.829
take your ADD meds for a

00:47:19.869 --> 00:47:21.932
hot and then get it done and suck it up.

00:47:22.429 --> 00:47:24.030
I mean that, or, you know, you,

00:47:24.050 --> 00:47:25.452
you automate payments.

00:47:26.052 --> 00:47:26.972
That's what I would virtual

00:47:26.992 --> 00:47:28.233
assistant or automate is

00:47:28.273 --> 00:47:29.335
like the stuff that you're like,

00:47:29.755 --> 00:47:30.516
just do it.

00:47:30.675 --> 00:47:32.217
Like, just like for me, it was,

00:47:32.317 --> 00:47:33.378
it's podcast editing.

00:47:33.617 --> 00:47:34.159
I could do it,

00:47:34.199 --> 00:47:34.778
but I don't want to spend

00:47:34.818 --> 00:47:35.599
two hours doing it.

00:47:35.840 --> 00:47:37.440
So I took two each episodes.

00:47:37.641 --> 00:47:38.661
So I spent two hours

00:47:38.681 --> 00:47:39.702
teaching someone how to do it.

00:47:39.722 --> 00:47:40.224
And then I said,

00:47:40.384 --> 00:47:41.103
I'll give you a Google

00:47:41.125 --> 00:47:42.065
drive link every time.

00:47:42.085 --> 00:47:42.626
And that's done.

00:47:42.646 --> 00:47:45.108
And he said, he said payroll.

00:47:45.407 --> 00:47:46.949
I don't know that he has the only guy.

00:47:46.989 --> 00:47:47.088
Yeah.

00:47:47.128 --> 00:47:47.489
I don't know.

00:47:48.507 --> 00:47:48.708
Now,

00:47:48.748 --> 00:47:50.811
I know he talked about the stretching.

00:47:51.030 --> 00:47:53.393
He's got a person doing stretching,

00:47:53.733 --> 00:47:54.775
but like something like that.

00:47:55.375 --> 00:47:56.936
How much money if he's not

00:47:56.976 --> 00:47:57.717
the one doing it,

00:47:57.737 --> 00:47:59.018
which I think he does it also.

00:47:59.059 --> 00:48:00.260
But if he has somebody in

00:48:00.300 --> 00:48:01.762
his facility doing stretching,

00:48:02.643 --> 00:48:03.744
you're making pennies on

00:48:03.784 --> 00:48:05.164
the dollar for something like that.

00:48:05.204 --> 00:48:06.407
And that is a stressor.

00:48:06.467 --> 00:48:07.588
That is something that is

00:48:07.708 --> 00:48:09.750
sucking energy and time away.

00:48:10.070 --> 00:48:12.172
Um, no matter how much you think it's not,

00:48:12.572 --> 00:48:14.092
depending on the way it's structured,

00:48:14.152 --> 00:48:15.574
it probably is more of a

00:48:15.634 --> 00:48:16.795
drain than an asset.

00:48:17.255 --> 00:48:18.396
So like that would be one of

00:48:18.436 --> 00:48:19.817
those things that are just wipe out,

00:48:20.057 --> 00:48:20.318
you know,

00:48:20.358 --> 00:48:21.838
I'd wipe out all of the little

00:48:21.858 --> 00:48:22.760
things that are just

00:48:22.840 --> 00:48:24.920
draining the battery and

00:48:24.960 --> 00:48:26.481
just focus on the one

00:48:26.541 --> 00:48:27.722
biggest opportunity.

00:48:27.782 --> 00:48:29.824
That's, uh, that that's,

00:48:30.125 --> 00:48:32.726
you can accelerate exponentially, right?

00:48:32.887 --> 00:48:33.867
You know, working,

00:48:34.007 --> 00:48:35.449
working an hour and getting

00:48:35.489 --> 00:48:36.429
paid a hundred dollars,

00:48:36.849 --> 00:48:37.811
working two hours and

00:48:37.831 --> 00:48:38.931
getting paid two hundred dollars.

00:48:38.972 --> 00:48:40.733
That is not acceleration.

00:48:41.193 --> 00:48:41.914
It needs to be.

00:48:42.014 --> 00:48:42.635
I work an hour.

00:48:42.675 --> 00:48:43.235
I get a hundred.

00:48:43.295 --> 00:48:44.016
I work two hours.

00:48:44.056 --> 00:48:44.836
I get four hundred.

00:48:45.217 --> 00:48:46.057
I work three hours.

00:48:46.097 --> 00:48:46.998
I get twelve hundred.

00:48:47.059 --> 00:48:47.278
Right.

00:48:47.398 --> 00:48:48.539
It has to be that.

00:48:50.998 --> 00:48:53.039
For potential easing of this

00:48:53.119 --> 00:48:55.498
challenging crossroads that he's at, Tony,

00:48:56.179 --> 00:48:57.619
and also potentially

00:48:57.659 --> 00:48:58.780
helping with cash flow,

00:48:59.661 --> 00:49:00.661
would you also maybe

00:49:00.721 --> 00:49:02.561
suggest or would you think

00:49:02.581 --> 00:49:04.001
this is a possibility to

00:49:04.461 --> 00:49:05.181
going back to that golf

00:49:05.202 --> 00:49:06.123
simulator instead of

00:49:06.242 --> 00:49:07.702
pitching like that monthly membership?

00:49:08.402 --> 00:49:10.344
Maybe you make it, I don't know.

00:49:11.215 --> 00:49:13.076
a thousand or two or three

00:49:13.115 --> 00:49:14.317
thousand or something but

00:49:14.336 --> 00:49:15.478
you get like unlimited

00:49:15.538 --> 00:49:17.059
access for the next twelve

00:49:17.079 --> 00:49:17.778
months or twenty four

00:49:17.798 --> 00:49:18.519
months or something so you

00:49:18.559 --> 00:49:22.402
get cash up front to uh

00:49:22.422 --> 00:49:23.523
outsource some of this you

00:49:23.563 --> 00:49:25.043
can catch up you know hire

00:49:25.063 --> 00:49:26.545
an assistant hire you know

00:49:26.585 --> 00:49:27.985
you have when you have cash

00:49:28.005 --> 00:49:29.166
you have the buffer right

00:49:29.266 --> 00:49:30.086
so could you get some of

00:49:30.106 --> 00:49:32.068
that cash up front and then

00:49:32.248 --> 00:49:33.088
you know assuming you

00:49:33.108 --> 00:49:34.250
create like a account

00:49:34.630 --> 00:49:35.971
account link or something

00:49:36.050 --> 00:49:37.572
where people are not double

00:49:37.612 --> 00:49:38.853
booking for the slots

00:49:39.753 --> 00:49:41.034
for the golf simulator and

00:49:41.096 --> 00:49:42.117
selling a thousand dollar,

00:49:42.177 --> 00:49:43.038
two thousand dollar,

00:49:43.679 --> 00:49:46.481
twelve month golf rejuvenation program,

00:49:46.501 --> 00:49:47.664
whatever you want to call it.

00:49:48.224 --> 00:49:49.326
You get cash up front and

00:49:49.346 --> 00:49:52.028
then the people are not

00:49:52.248 --> 00:49:53.371
using the full service right away.

00:49:53.391 --> 00:49:54.492
They're going to use it over time.

00:49:54.512 --> 00:49:55.092
What do you think of that?

00:49:55.851 --> 00:49:57.875
I would do it like I was at a WeWork.

00:49:57.914 --> 00:49:58.695
It's called The Yard.

00:49:58.735 --> 00:50:00.177
It's like a WeWork sort of knockoff.

00:50:00.197 --> 00:50:01.059
And those things were

00:50:01.139 --> 00:50:02.639
valuable because you didn't

00:50:02.659 --> 00:50:04.202
just say you get square

00:50:04.242 --> 00:50:05.443
footage or you get access

00:50:05.483 --> 00:50:06.063
whenever you want.

00:50:06.103 --> 00:50:06.465
It was like,

00:50:06.784 --> 00:50:07.967
there's snacks and there's

00:50:08.067 --> 00:50:10.048
free beer and there's free whatever.

00:50:10.809 --> 00:50:11.431
So yeah,

00:50:11.550 --> 00:50:13.012
understand the psychographic of

00:50:13.032 --> 00:50:13.873
who's going to use that.

00:50:14.844 --> 00:50:16.224
Hey, by the way, if you get membership,

00:50:16.985 --> 00:50:18.027
you can bring three friends.

00:50:18.327 --> 00:50:18.887
No problem.

00:50:18.927 --> 00:50:20.570
Up to three friends, a foursome, right?

00:50:20.889 --> 00:50:22.271
That makes it feel more valuable.

00:50:22.331 --> 00:50:23.052
Like I buy one,

00:50:23.072 --> 00:50:24.213
but I get to sneak my friends in.

00:50:24.233 --> 00:50:25.655
And by the way, there's always,

00:50:25.695 --> 00:50:27.157
there's six packs into whatever,

00:50:27.277 --> 00:50:29.458
like some people are going to abuse it,

00:50:29.679 --> 00:50:29.878
right?

00:50:30.019 --> 00:50:31.800
Figure out how to just weigh

00:50:31.860 --> 00:50:32.601
heavy on that.

00:50:32.641 --> 00:50:33.903
So at first I didn't like the idea.

00:50:33.923 --> 00:50:35.324
And then I was like, hang on a second,

00:50:35.505 --> 00:50:36.806
understand the psychographic.

00:50:37.579 --> 00:50:38.300
Now we're talking about what

00:50:38.340 --> 00:50:39.163
Chris should do.

00:50:39.684 --> 00:50:40.826
Someone also threw a comment

00:50:40.905 --> 00:50:42.128
in there and I wanna make

00:50:42.168 --> 00:50:43.108
sure that Chris understands

00:50:43.128 --> 00:50:44.911
that I think you should at

00:50:45.052 --> 00:50:46.594
no point do this.

00:50:47.768 --> 00:50:49.188
Someone suggested, hey,

00:50:49.208 --> 00:50:49.989
why don't you throw some

00:50:50.048 --> 00:50:51.130
pickleball stuff in there?

00:50:51.150 --> 00:50:52.630
Could you do pickleball?

00:50:52.831 --> 00:50:53.791
Pickleball is a big thing.

00:50:53.831 --> 00:50:55.711
Yeah, you don't need a new article.

00:50:56.291 --> 00:50:59.373
My man, you need less, not more.

00:50:59.634 --> 00:51:01.335
I'm not doubting the success of pickleball,

00:51:01.574 --> 00:51:01.994
but Chris,

00:51:02.135 --> 00:51:03.896
you are pickleball or you are golf.

00:51:04.396 --> 00:51:05.757
I know there's going to be some crossover,

00:51:06.016 --> 00:51:07.838
but you are pickleball or golf.

00:51:07.918 --> 00:51:09.219
Chris, you're golf.

00:51:09.798 --> 00:51:10.798
Do not touch that pickle.

00:51:11.018 --> 00:51:11.559
Don't touch it.

00:51:11.840 --> 00:51:12.480
Don't go near it.

00:51:12.500 --> 00:51:13.039
Don't think about it.

00:51:14.461 --> 00:51:15.505
Be friends with the pickleball.

00:51:15.746 --> 00:51:16.510
Have someone else be the

00:51:16.550 --> 00:51:18.076
pickleball girl in the community.

00:51:18.115 --> 00:51:19.099
And then you guys hang out,

00:51:19.161 --> 00:51:20.003
but don't touch that pickle.

00:51:22.014 --> 00:51:22.293
Yeah.

00:51:22.373 --> 00:51:24.096
And he said that he's done

00:51:24.155 --> 00:51:26.597
like hosted events and had, you know,

00:51:26.657 --> 00:51:28.039
but that's where I think

00:51:28.059 --> 00:51:29.079
you have to double down,

00:51:29.119 --> 00:51:31.442
triple down bachelor parties,

00:51:31.501 --> 00:51:32.902
bachelorette parties,

00:51:32.963 --> 00:51:36.505
like fundraising events, you know, I mean,

00:51:36.545 --> 00:51:37.626
that's where you get ten

00:51:37.666 --> 00:51:39.409
thousand in cash right now.

00:51:40.148 --> 00:51:41.250
And there's no payroll.

00:51:41.289 --> 00:51:42.690
There's no other like

00:51:43.911 --> 00:51:45.353
obligations going on.

00:51:46.054 --> 00:51:49.577
It's just that one big cash outlay.

00:51:49.597 --> 00:51:49.677
Yeah.

00:51:51.032 --> 00:51:52.432
Do we have time to do my segment or?

00:51:52.992 --> 00:51:53.474
Yeah, let's do it.

00:51:53.494 --> 00:51:54.173
Let's do it.

00:51:54.454 --> 00:51:55.514
It's called steal the strategy.

00:51:55.534 --> 00:51:56.596
This is when I just crawl

00:51:56.615 --> 00:51:57.797
the internet and I find

00:51:57.836 --> 00:51:58.556
things that I'm like, Ooh,

00:51:58.577 --> 00:51:59.297
this is kind of cool.

00:51:59.318 --> 00:52:00.579
This is a found idea.

00:52:01.579 --> 00:52:03.521
Have you gotten text messages like this?

00:52:03.601 --> 00:52:06.463
Someone told me it's because my, I've been,

00:52:07.443 --> 00:52:08.264
somebody's gotten hacked

00:52:08.304 --> 00:52:09.264
and my data has been hacked.

00:52:09.284 --> 00:52:10.304
Cause now I get this and I

00:52:10.324 --> 00:52:11.025
get it in New York.

00:52:11.246 --> 00:52:13.288
So it's specifically this easy pass.

00:52:14.108 --> 00:52:15.289
which is our version of

00:52:15.548 --> 00:52:17.351
FastPass or somewhere in the country.

00:52:17.411 --> 00:52:19.112
So I'll read it for the podcast audience.

00:52:19.373 --> 00:52:20.534
I get this text message every day.

00:52:21.434 --> 00:52:23.076
Easy pass final reminder.

00:52:23.856 --> 00:52:25.237
You have an outstanding toll.

00:52:25.557 --> 00:52:27.599
Your total account balance is outstanding.

00:52:27.840 --> 00:52:28.420
Not in a good way.

00:52:28.440 --> 00:52:29.161
It's outstanding.

00:52:29.221 --> 00:52:29.641
Not great.

00:52:30.061 --> 00:52:31.163
If you fail to pay before

00:52:31.262 --> 00:52:32.003
April twenty second.

00:52:32.164 --> 00:52:33.125
Shoot, guys, that's today.

00:52:33.465 --> 00:52:35.226
You will be penalized or

00:52:35.246 --> 00:52:36.268
subject to legal action.

00:52:37.088 --> 00:52:38.530
Now, now payment.

00:52:39.369 --> 00:52:39.849
And a link.

00:52:40.130 --> 00:52:41.731
Please reply why.

00:52:42.510 --> 00:52:43.851
And it goes into more like, you know,

00:52:43.891 --> 00:52:45.193
just boilerplate text message,

00:52:45.233 --> 00:52:46.233
which sort of makes it look

00:52:46.273 --> 00:52:46.994
and feel legit.

00:52:47.275 --> 00:52:48.295
Please settle your toll

00:52:48.335 --> 00:52:49.295
immediately after reading

00:52:49.315 --> 00:52:50.217
this message to avoid

00:52:50.277 --> 00:52:51.978
penalties for delaying the payment.

00:52:52.257 --> 00:52:53.458
Thank you for your cooperation.

00:52:54.018 --> 00:52:54.219
So...

00:52:55.139 --> 00:52:56.320
This is a scam, everybody.

00:52:56.521 --> 00:52:57.862
I had to remind my dad like

00:52:58.083 --> 00:52:59.284
he was getting these two years ago.

00:52:59.344 --> 00:53:00.666
And I'm like, this is not real.

00:53:00.806 --> 00:53:02.186
Easy pass does not do this.

00:53:02.226 --> 00:53:02.847
Don't worry about it.

00:53:02.867 --> 00:53:03.648
They're going to get their money.

00:53:03.688 --> 00:53:04.349
It's not this way.

00:53:04.690 --> 00:53:05.871
But I thought this was a really,

00:53:05.911 --> 00:53:08.193
really great example, ironically,

00:53:08.554 --> 00:53:09.695
of good copywriting.

00:53:10.034 --> 00:53:11.376
Like they really,

00:53:11.416 --> 00:53:12.818
really thought there's urgency there.

00:53:12.858 --> 00:53:14.300
We can go through a couple of the terms,

00:53:14.340 --> 00:53:14.500
right?

00:53:14.539 --> 00:53:15.561
Like easy pass.

00:53:15.820 --> 00:53:17.003
Final reminder.

00:53:17.563 --> 00:53:19.103
All of a sudden you have my attention.

00:53:19.463 --> 00:53:21.065
This is an example of every

00:53:21.166 --> 00:53:23.086
line has a specific purpose.

00:53:23.146 --> 00:53:25.007
The headline is to get your attention,

00:53:25.188 --> 00:53:25.407
right?

00:53:25.849 --> 00:53:27.210
Because of that first came

00:53:27.250 --> 00:53:29.791
off as a notification on my home screen,

00:53:29.851 --> 00:53:30.052
right?

00:53:30.132 --> 00:53:30.871
Understand that.

00:53:31.172 --> 00:53:32.572
That's the only thing that I could see.

00:53:32.632 --> 00:53:34.253
So of course I opened it.

00:53:34.375 --> 00:53:35.755
Final reminder, what is this?

00:53:36.456 --> 00:53:37.956
You have an outstanding toll.

00:53:37.996 --> 00:53:39.978
Your total account balance is outstanding.

00:53:40.858 --> 00:53:42.219
These are hitting negative emotions.

00:53:42.579 --> 00:53:44.340
Red alert signs are going off in me,

00:53:44.440 --> 00:53:44.661
right?

00:53:45.342 --> 00:53:46.262
This is clickbaity.

00:53:46.882 --> 00:53:47.782
Don't hate the player.

00:53:48.043 --> 00:53:48.724
Hate the game.

00:53:48.764 --> 00:53:49.784
Don't hate scammers.

00:53:50.105 --> 00:53:51.606
Hate the idiots that fall for this.

00:53:51.706 --> 00:53:52.985
Like that's the reason these

00:53:53.005 --> 00:53:53.907
guys keep doing this,

00:53:54.306 --> 00:53:56.047
but they are doing it well.

00:53:56.447 --> 00:53:57.429
So I was sort of breaking

00:53:57.449 --> 00:53:59.309
this down and I was saying like, okay,

00:53:59.409 --> 00:54:00.210
we can touch on all the

00:54:00.231 --> 00:54:01.050
emotional triggers.

00:54:01.331 --> 00:54:02.391
This looks legit.

00:54:02.431 --> 00:54:03.452
So it mirrors something.

00:54:03.472 --> 00:54:04.472
That's why it's a scam.

00:54:04.492 --> 00:54:05.474
That's not why it's good,

00:54:05.974 --> 00:54:07.494
but it touches emotional triggers.

00:54:07.815 --> 00:54:08.996
They give me a call to action.

00:54:09.056 --> 00:54:11.556
I got this, got this two days ago.

00:54:12.018 --> 00:54:12.818
And it's saying you have

00:54:12.858 --> 00:54:14.498
like two days to settle this up.

00:54:14.918 --> 00:54:17.922
Or you'll be penalized or

00:54:17.942 --> 00:54:18.882
subject to legal action.

00:54:19.003 --> 00:54:20.545
I understand the stakes.

00:54:20.945 --> 00:54:22.387
There's tension in this story,

00:54:22.427 --> 00:54:23.268
and I haven't even hit

00:54:23.608 --> 00:54:24.708
paragraph number two.

00:54:25.048 --> 00:54:26.590
And they close pretty much

00:54:26.610 --> 00:54:27.371
with a call to action.

00:54:27.711 --> 00:54:29.233
Now, not great grammatically,

00:54:29.474 --> 00:54:30.994
now payment link.

00:54:31.715 --> 00:54:33.838
So we can see all the emotional triggers,

00:54:33.878 --> 00:54:35.260
why this is good copywriting,

00:54:35.280 --> 00:54:36.422
because idiots fall for it.

00:54:36.641 --> 00:54:37.503
Stop falling for this.

00:54:37.663 --> 00:54:38.384
Stop falling for this.

00:54:38.423 --> 00:54:39.105
No, stop doing it.

00:54:39.545 --> 00:54:40.527
But I wanted to end with

00:54:40.547 --> 00:54:41.387
something tactical.

00:54:41.608 --> 00:54:43.309
How could you use this same

00:54:43.349 --> 00:54:45.432
type of clickbaity strategy

00:54:45.793 --> 00:54:46.753
for good in your clinic?

00:54:46.873 --> 00:54:47.936
And I've got three examples.

00:54:48.396 --> 00:54:50.739
How about we touch on emotional urgency?

00:54:51.641 --> 00:54:52.282
That's an emotion.

00:54:52.322 --> 00:54:53.204
We can use this for good.

00:54:54.105 --> 00:54:54.746
Hey, Steve,

00:54:55.166 --> 00:54:56.809
don't let that old injury sneak back in.

00:54:56.889 --> 00:54:59.333
Quick checkup slots are

00:54:59.353 --> 00:55:01.277
filling fast this month.

00:55:01.577 --> 00:55:02.458
Lockers in now.

00:55:03.358 --> 00:55:04.500
This way you get to feel urgent,

00:55:04.800 --> 00:55:06.422
but caring and not sleazy.

00:55:06.581 --> 00:55:07.222
And you're not threatening

00:55:07.242 --> 00:55:09.284
them with legal action, right?

00:55:09.443 --> 00:55:11.826
How about scarcity and action?

00:55:12.166 --> 00:55:13.347
Specialized dry needling

00:55:13.407 --> 00:55:14.248
sessions available.

00:55:14.387 --> 00:55:16.210
Only ten spots left this month.

00:55:16.530 --> 00:55:17.530
First come, first serve.

00:55:17.891 --> 00:55:18.550
Get yours today.

00:55:19.271 --> 00:55:21.394
leverages urgency without lying.

00:55:21.614 --> 00:55:22.536
There are ten slots.

00:55:22.936 --> 00:55:24.018
Or pressuring unfairly.

00:55:24.038 --> 00:55:24.818
You're not threatening legal

00:55:24.878 --> 00:55:25.900
action or that you're going to sue them.

00:55:25.960 --> 00:55:26.981
And the final example would

00:55:27.021 --> 00:55:29.545
be something that maybe Chris could do.

00:55:30.105 --> 00:55:30.766
You could send a text

00:55:30.806 --> 00:55:31.987
message or an email to your list.

00:55:32.007 --> 00:55:32.949
We're launching something

00:55:33.068 --> 00:55:34.951
new that's going to change the move.

00:55:35.532 --> 00:55:37.592
VIP early access open for

00:55:37.632 --> 00:55:38.793
the first fifteen patients.

00:55:39.152 --> 00:55:39.713
Details.

00:55:39.994 --> 00:55:40.514
Click here.

00:55:40.934 --> 00:55:42.675
Gives a little FOMO and

00:55:42.715 --> 00:55:44.315
curiosity to drive action.

00:55:45.016 --> 00:55:46.356
Use these concepts for good.

00:55:46.835 --> 00:55:48.697
Clickbait is is neither.

00:55:49.416 --> 00:55:50.858
The strategies are neither good nor bad.

00:55:50.958 --> 00:55:51.838
They are tools.

00:55:52.257 --> 00:55:53.719
And I know we have such bleeding hearts.

00:55:53.778 --> 00:55:55.599
We can't wait to just over explain,

00:55:56.280 --> 00:55:57.300
understand what's good

00:55:57.340 --> 00:55:58.579
about clickbaity strategies

00:55:58.780 --> 00:56:01.340
and use it for good and not evil.

00:56:01.661 --> 00:56:02.461
Steal that strategy.

00:56:03.981 --> 00:56:05.202
I love the second point.

00:56:05.222 --> 00:56:08.226
I think it was about, uh, I took,

00:56:08.246 --> 00:56:09.226
what I took from it was

00:56:09.306 --> 00:56:11.347
almost like using less words.

00:56:11.387 --> 00:56:12.648
Like when they do the,

00:56:12.789 --> 00:56:13.570
when they send these

00:56:13.670 --> 00:56:15.351
scammer text messages, I mean,

00:56:15.371 --> 00:56:16.472
it's not an email and an email,

00:56:16.532 --> 00:56:17.873
we're all accustomed to

00:56:18.074 --> 00:56:19.054
writing too many words,

00:56:19.074 --> 00:56:19.974
too many adjectives,

00:56:20.014 --> 00:56:21.777
too many words that have three,

00:56:21.797 --> 00:56:23.458
four or five syllables in

00:56:23.498 --> 00:56:24.398
these text messages.

00:56:24.438 --> 00:56:27.240
They are, it's very low reading level.

00:56:27.782 --> 00:56:30.184
Uh, it's like on purpose,

00:56:30.344 --> 00:56:32.585
it's very direct.

00:56:33.326 --> 00:56:35.967
it's uh the least amount of

00:56:36.027 --> 00:56:37.528
words possible to convey

00:56:37.588 --> 00:56:38.690
everything that you discuss

00:56:38.730 --> 00:56:40.351
like what is it what's you

00:56:40.371 --> 00:56:41.931
know what's going on what's

00:56:41.952 --> 00:56:43.193
the call to action why is

00:56:43.233 --> 00:56:44.893
there urgency it's and

00:56:45.074 --> 00:56:45.893
using the least amount of

00:56:45.914 --> 00:56:47.715
words I love this I mean

00:56:47.775 --> 00:56:48.956
obviously we don't love the

00:56:49.197 --> 00:56:50.297
stupid scammer text

00:56:50.336 --> 00:56:51.838
messages and they you know

00:56:51.978 --> 00:56:52.938
fortunately people fall for

00:56:52.958 --> 00:56:54.360
it and then lose money but

00:56:54.619 --> 00:56:56.121
it is a great example of

00:56:56.161 --> 00:56:57.461
copywriting and how to

00:56:57.742 --> 00:56:58.882
convey something and get

00:56:58.922 --> 00:57:00.423
someone to take action on

00:57:00.443 --> 00:57:01.405
something you want them to

00:57:01.585 --> 00:57:02.965
do with the shortest amount of words

00:57:03.306 --> 00:57:03.726
Yeah, I mean,

00:57:03.746 --> 00:57:04.708
there's another good example

00:57:04.728 --> 00:57:06.250
of you mentioned under the

00:57:06.289 --> 00:57:07.532
reading level is lower or

00:57:07.572 --> 00:57:08.893
there are misspellings for a reason.

00:57:08.913 --> 00:57:09.634
Have you guys seen these

00:57:09.653 --> 00:57:11.315
kinds of signs in your neighborhood?

00:57:11.677 --> 00:57:12.518
We buy houses.

00:57:12.557 --> 00:57:14.360
Sometimes you see them in handwritten.

00:57:14.380 --> 00:57:15.442
We buy houses cheap.

00:57:16.561 --> 00:57:17.782
They're dumbed down because

00:57:17.802 --> 00:57:18.802
they're looking for idiots.

00:57:18.961 --> 00:57:19.641
They're looking for people

00:57:19.681 --> 00:57:20.483
who have a house,

00:57:20.842 --> 00:57:21.983
who need to sell it quickly.

00:57:22.804 --> 00:57:23.563
Is this a scam?

00:57:23.963 --> 00:57:24.623
Yes, it's a scam.

00:57:24.824 --> 00:57:26.264
They're going to buy your house quickly,

00:57:26.545 --> 00:57:27.726
way less than it's worth,

00:57:28.025 --> 00:57:29.166
and then they're going to

00:57:29.206 --> 00:57:30.246
flip it and take their time

00:57:30.286 --> 00:57:31.367
and sell it because they have money.

00:57:31.387 --> 00:57:32.288
I don't know if that's a scam.

00:57:32.307 --> 00:57:33.108
Is that a scam, Tony?

00:57:33.128 --> 00:57:35.228
Yeah, I would not say that is a scam.

00:57:36.269 --> 00:57:36.650
Hold on a minute.

00:57:36.751 --> 00:57:37.092
Hold on a minute.

00:57:37.492 --> 00:57:39.255
It's a scam in that they're, well,

00:57:39.335 --> 00:57:40.438
all right, so it's not a scam,

00:57:40.518 --> 00:57:41.699
but they are taking advantage.

00:57:41.739 --> 00:57:43.242
If you sell me your house for lower,

00:57:43.302 --> 00:57:44.164
you know, that's on you.

00:57:44.505 --> 00:57:45.567
You're in a situation where

00:57:45.626 --> 00:57:47.291
you need money more than the house.

00:57:48.655 --> 00:57:48.896
Yeah.

00:57:49.036 --> 00:57:49.235
Yes.

00:57:49.255 --> 00:57:49.376
Yes.

00:57:49.396 --> 00:57:49.576
Sorry.

00:57:49.635 --> 00:57:50.536
So this is a flim flam.

00:57:50.577 --> 00:57:51.117
It's not a scam.

00:57:51.157 --> 00:57:51.818
It's a flim flam.

00:57:51.898 --> 00:57:53.820
Like I am coming to this transaction.

00:57:54.119 --> 00:57:54.380
Right.

00:57:54.820 --> 00:57:57.003
So so I think this is like

00:57:57.043 --> 00:57:58.204
do not do this if you have

00:57:58.503 --> 00:58:00.106
unless you need money to pay for someone,

00:58:00.206 --> 00:58:00.485
you know,

00:58:00.505 --> 00:58:03.148
your your heart operation like tomorrow.

00:58:04.128 --> 00:58:05.630
You remember the we buy ugly

00:58:05.670 --> 00:58:07.873
houses signs like those were everywhere.

00:58:09.514 --> 00:58:10.715
They are perfectly designed

00:58:10.795 --> 00:58:12.757
for the audience they intend to hit.

00:58:13.177 --> 00:58:14.059
I think where healthcare

00:58:14.079 --> 00:58:15.340
providers do it is they

00:58:15.380 --> 00:58:18.322
make the communication about themselves.

00:58:18.342 --> 00:58:19.704
They talk about themselves

00:58:20.065 --> 00:58:21.726
and they use big words and

00:58:21.786 --> 00:58:22.427
too many words.

00:58:23.280 --> 00:58:24.621
So I feel like I touched

00:58:24.641 --> 00:58:26.282
this just a little bit with

00:58:26.322 --> 00:58:28.664
the running post that I

00:58:28.684 --> 00:58:30.284
shared where I was

00:58:30.344 --> 00:58:31.967
targeting very clearly.

00:58:32.427 --> 00:58:33.668
Look, if you're a runner,

00:58:33.728 --> 00:58:35.168
you're willing to run through the pain.

00:58:35.429 --> 00:58:37.050
Pain's not the problem for you.

00:58:37.130 --> 00:58:38.231
Your problem is you're

00:58:38.271 --> 00:58:39.331
concerned that you're going

00:58:39.351 --> 00:58:41.193
to break something or tear something,

00:58:41.574 --> 00:58:42.454
which is going to take you

00:58:42.514 --> 00:58:43.534
out of the next race.

00:58:43.934 --> 00:58:45.777
So if you want to come in to

00:58:45.876 --> 00:58:47.458
rule out that there is

00:58:47.557 --> 00:58:49.420
danger in running through the pain.

00:58:49.440 --> 00:58:50.000
I'll rule out.

00:58:50.179 --> 00:58:50.780
I'm your guy.

00:58:50.960 --> 00:58:52.221
I'm not going to tell you not to run.

00:58:52.280 --> 00:58:53.822
I'm not going to tell you you can't do it.

00:58:54.242 --> 00:58:54.922
Come in here.

00:58:55.001 --> 00:58:56.182
I'll tell you you're safe

00:58:56.342 --> 00:58:57.262
and just keep doing it.

00:58:57.663 --> 00:58:59.543
Like that is a little bit of

00:58:59.583 --> 00:59:01.724
kind of what you're referencing here,

00:59:02.344 --> 00:59:03.485
using copywriting,

00:59:03.686 --> 00:59:04.947
using persuasion in a

00:59:05.007 --> 00:59:07.067
positive way to help people

00:59:07.106 --> 00:59:08.487
get the solution they want.

00:59:09.027 --> 00:59:09.849
Coincidentally,

00:59:09.889 --> 00:59:12.130
we got our spam post in the

00:59:12.170 --> 00:59:14.411
comments for cheap viewers

00:59:15.471 --> 00:59:16.251
right as soon as you

00:59:16.271 --> 00:59:17.851
started the segment on the

00:59:18.231 --> 00:59:19.512
spam text messages.

00:59:19.873 --> 00:59:21.153
and I clicked it and next

00:59:21.313 --> 00:59:22.175
and now I'm getting alerts

00:59:22.195 --> 00:59:22.976
from my bank that I've been

00:59:23.036 --> 00:59:23.655
hacked I don't know I don't

00:59:23.675 --> 00:59:24.197
know what happened how'd

00:59:24.217 --> 00:59:28.539
that happen all right guys

00:59:28.579 --> 00:59:30.202
let's wrap the show I'll

00:59:30.242 --> 00:59:32.503
start the parting shots um

00:59:32.563 --> 00:59:34.065
you know parting shots I

00:59:34.085 --> 00:59:35.465
mean I I go back to and

00:59:35.505 --> 00:59:37.226
I've shared this before I

00:59:37.246 --> 00:59:38.108
think the most important

00:59:38.128 --> 00:59:39.969
thing we do is look at

00:59:40.010 --> 00:59:41.570
where we spend our time you

00:59:41.590 --> 00:59:43.032
know and and spending my

00:59:43.072 --> 00:59:44.612
time with you guys spending

00:59:44.672 --> 00:59:45.494
my time with the

00:59:45.534 --> 00:59:47.456
communities we have on social media

00:59:48.096 --> 00:59:49.896
It makes me a better business owner.

00:59:49.916 --> 00:59:51.197
It makes me a better person.

00:59:51.318 --> 00:59:52.679
I hear new ideas and new

00:59:52.719 --> 00:59:54.239
concepts and it makes me

00:59:54.298 --> 00:59:55.840
look at things differently.

00:59:56.300 --> 00:59:57.900
And I appreciate you all,

00:59:57.960 --> 00:59:59.302
the thirty seven people

00:59:59.342 --> 01:00:00.483
that are watching this,

01:00:00.543 --> 01:00:01.742
plus the two guys that I

01:00:01.782 --> 01:00:04.043
spend Tuesdays and Thursdays with.

01:00:04.123 --> 01:00:04.925
So thank you.

01:00:05.364 --> 01:00:06.925
Be protective of the time

01:00:06.945 --> 01:00:08.166
you spend and spend it in

01:00:08.206 --> 01:00:08.907
the right places.

01:00:11.784 --> 01:00:13.425
Parting shot is if you're

01:00:13.445 --> 01:00:14.985
looking to charge out of pocket,

01:00:15.606 --> 01:00:16.485
you're most likely going to

01:00:16.505 --> 01:00:18.827
have to find new prospective patients,

01:00:18.847 --> 01:00:19.307
clients.

01:00:19.807 --> 01:00:21.588
They are most likely not the

01:00:21.630 --> 01:00:22.289
current Medicare

01:00:22.309 --> 01:00:24.431
beneficiaries or insurance

01:00:24.590 --> 01:00:26.572
mindset clients or patients

01:00:26.592 --> 01:00:28.253
that are on your caseload

01:00:28.373 --> 01:00:30.655
or in your previous history of patients.

01:00:31.594 --> 01:00:35.378
I know that's challenging to consider, but

01:00:36.228 --> 01:00:36.748
I've been there.

01:00:37.309 --> 01:00:41.012
So just listen to this episode again.

01:00:41.572 --> 01:00:43.894
Maybe it's two different consumers,

01:00:43.914 --> 01:00:44.376
in my opinion.

01:00:44.416 --> 01:00:44.996
Tony agrees,

01:00:45.016 --> 01:00:46.336
and I think Jimmy's on board with it.

01:00:46.376 --> 01:00:47.998
Yeah, you could do it, but like you said,

01:00:49.099 --> 01:00:50.400
the juice versus squeeze ain't there.

01:00:50.420 --> 01:00:51.081
It's going to take you too

01:00:51.121 --> 01:00:52.101
long to convert one.

01:00:52.161 --> 01:00:53.262
Go find ten others with the

01:00:53.282 --> 01:00:53.983
same amount of effort.

01:00:54.724 --> 01:00:55.244
Mine would be,

01:00:55.565 --> 01:00:56.326
I'm going to give a nod to

01:00:56.365 --> 01:00:57.387
Chris and self-awareness.

01:00:58.246 --> 01:00:58.807
which is Chris is

01:00:58.847 --> 01:00:59.768
understanding why he's

01:00:59.809 --> 01:01:01.269
failing and he's being open and honest.

01:01:01.289 --> 01:01:01.630
And he's saying,

01:01:01.751 --> 01:01:02.572
I am willing to be open and

01:01:02.592 --> 01:01:03.773
honest about why I'm not doing well.

01:01:03.793 --> 01:01:04.614
And can someone help me?

01:01:04.634 --> 01:01:05.353
And what are the solutions?

01:01:05.695 --> 01:01:06.556
He's crowdsourcing it.

01:01:07.076 --> 01:01:07.976
We might want to bring Chris

01:01:08.036 --> 01:01:08.958
in for a separate live

01:01:08.978 --> 01:01:10.039
stream and like crowdsource

01:01:10.059 --> 01:01:10.940
this and get more because

01:01:10.960 --> 01:01:11.960
we're going to need more details, right?

01:01:11.981 --> 01:01:13.282
We're guessing in a lot of that things.

01:01:13.702 --> 01:01:15.344
I'm doing some self assessment too.

01:01:15.403 --> 01:01:16.806
Like how do I get more?

01:01:17.005 --> 01:01:18.027
I'm doing that whole six

01:01:18.487 --> 01:01:19.487
types of working genius.

01:01:20.088 --> 01:01:21.309
And it's explaining a lot.

01:01:21.449 --> 01:01:22.291
And it was worth eleven

01:01:22.331 --> 01:01:24.213
dollars on Audible for the audio book.

01:01:24.693 --> 01:01:25.393
But here's the thing.

01:01:25.733 --> 01:01:26.394
I'm going to put some of

01:01:26.414 --> 01:01:27.175
those things in action.

01:01:27.315 --> 01:01:28.817
Like I like I know what you want.

01:01:29.418 --> 01:01:30.639
We're academics, right?

01:01:30.659 --> 01:01:31.260
Because we're PTs.

01:01:31.280 --> 01:01:32.440
We went to school for a billion years.

01:01:32.860 --> 01:01:33.501
You got to put some of those

01:01:33.521 --> 01:01:35.324
things to action or nothing changes.

01:01:35.463 --> 01:01:37.224
When nothing changes, nothing changes.

01:01:37.925 --> 01:01:39.927
Follow Dave Kittle show on YouTube.

01:01:40.208 --> 01:01:41.148
Learn Medicare billing.

01:01:41.188 --> 01:01:42.670
We've got a Facebook group, too.

01:01:43.311 --> 01:01:44.572
And PT podcasts.

01:01:45.525 --> 01:01:46.887
I'm aiming for five episodes

01:01:46.907 --> 01:01:48.086
a week coming up in two

01:01:48.126 --> 01:01:49.507
months with my virtual assistant.

01:01:50.208 --> 01:01:51.668
We will see you guys on Thursday.

01:01:51.708 --> 01:01:52.849
We're going to have a secret guest.

01:01:52.869 --> 01:01:53.829
We want to forward tease who

01:01:53.851 --> 01:01:57.773
the guest is or make it a mystery.

01:01:57.813 --> 01:01:58.172
Your call.

01:01:59.137 --> 01:02:00.278
I don't want to announce it.

01:02:00.298 --> 01:02:00.619
All right.

01:02:00.639 --> 01:02:01.561
It's a secret guest.

01:02:02.400 --> 01:02:04.563
I've never actually spoken to this guy.

01:02:04.603 --> 01:02:05.184
We're opening up.

01:02:05.724 --> 01:02:06.626
We're letting you know now.

01:02:07.025 --> 01:02:07.186
Right.

01:02:07.467 --> 01:02:08.268
I've never talked to this

01:02:08.307 --> 01:02:10.550
person in person or remotely.

01:02:10.570 --> 01:02:11.630
I've never spoken to this guy,

01:02:11.650 --> 01:02:12.911
but been following and

01:02:12.952 --> 01:02:15.614
reading his stuff for close to ten years.

01:02:15.875 --> 01:02:16.675
So I'm excited.

01:02:16.715 --> 01:02:17.858
This is like one of my white

01:02:17.898 --> 01:02:19.559
whales getting them on the show.

01:02:19.940 --> 01:02:21.300
Thursday, eight thirty Eastern.

01:02:21.702 --> 01:02:22.021
We will see.