Why Most PT Ads Don’t Work

WEBVTT

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Passing way too early from three separate

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Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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Hot enough for you?

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I mean,

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what are you doing this weekend is easily

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the most asked question in health care to

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a patient.

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What'd you do about that heat or how's

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the heat treating you?

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That's got to be number two,

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especially in July, right?

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That's the cliche.

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It's the cliche.

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It's the cliche days.

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you know what i love i don't know

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if we talked about it already i love

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all the videos on social media from

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europeans coming here who are like going

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crazy about how amazing this country is

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how amazing the food is how amazing the

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people are it's such a breath of fresh

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air and then of course like everything is

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air conditioned and everything is you know

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You do, absolutely.

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As much as I try to produce more

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than I consume on social media,

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the negativity is outrageous.

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It's so nice to see the positivity.

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So funny you mention that.

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I was driving this morning and I work

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mostly from home, then travel.

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The funny part was when I was in

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radio, I was in the car a lot,

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which was notoriously one of the places

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you consume radio.

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So while I was ever in the car

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when I was in radio,

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I always made it a point to have

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the radio on and listen to things that

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were not just ours.

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And it does put you in that similar

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mindset of your consumer.

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People don't...

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We don't notice it because we're blind to

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it,

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how wide the aisles are at a grocery

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store or how big a Buc-ee's is.

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Somebody had a comment like,

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it's as big as our parliament.

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There is a gas station in America as

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large as our Capitol building.

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And we drive past and we go, oh,

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yeah, that's pretty big.

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The third time you drive past it,

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like Seth Godin would say,

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it's Purple Cow.

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But you don't notice it anymore.

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Yeah.

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Well, do you know the delicacy?

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You've heard this then if you're paying

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attention to the World Cup.

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The delicacy that people are – even the

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TSA, Transportation Safety Administration,

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is giving heads up.

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I'm sure you know this one.

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Let's see if Dave knows.

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Do you know the delicacy that Europeans

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are –

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infatuated with to the point where they're

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trying to take it home in their carry-ons

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but because it's our liquid our our crappy

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food our horrible it's a condiment ranch

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dressing baby i did i did hear that

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i did there were crazy over ranch they

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they're surprised europeans you're not

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missing anything you're not missing

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anything with the ranch

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Oh, nowadays.

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I don't know, man.

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The funny part is it was Italians.

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And I'm like,

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do you know what I don't want to

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see in Italy on the menu?

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Ranch.

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I like that here.

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I don't want to see that on the

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menu in Italy.

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I love pizza with ranch.

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Dipping pizza in ranch.

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Oh, my Lord.

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Oh, my Lord.

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Oh, my Lord.

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I was more of a,

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if it's two o'clock in the morning,

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you dip the pizza in blue cheese.

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That was the thing I didn't see coming

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that I would enjoy.

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Yeah.

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All right.

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Let's get into it.

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You shared an ad.

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I've got it.

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I can bring it up on screen.

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You shared the one yesterday and you were

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saying you had some feelings about it.

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Dave,

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why don't you describe the ad while I

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work my magic to get it up on

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screen here?

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Yeah, this was on Instagram.

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I think it was it was like one

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of those story ads.

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Like if you're looking at stories and they

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throw an ad in front of you.

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So it was not in the news feed.

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And you can see it's kind of like

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the full the full size of the phone.

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So this was like a like a story

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ad.

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a story ad.

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And again,

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not to pick on this physical therapist.

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I think he's in the area in the

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New York city area of redefined physical

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therapy, not a big deal,

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but I just looked at this and I

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sent it to you guys.

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I do.

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This is what we do.

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I don't know if the audience,

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I think the audience knows by now,

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like we just screenshot stuff or we'll

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send links to each other.

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And we're kind of like,

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Like this is awesome or this is horrible

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or like, yeah,

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what do you guys think or whatever?

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So I sent this to you guys and

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to me, it just,

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it just looks or feels like cheap.

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I don't know if it's the, the gold,

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the gold, uh, circle banner with like the,

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almost like the ribbon or the, or the,

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the, yeah, like the sticker.

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It just looks, it looks cheap.

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It looks like it was made probably on

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chat GPT or Gemini or Claude or something.

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And, um, yeah,

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I don't know.

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There's nothing wrong with you.

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You should absolutely use those tools to

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get in front of your ideal patient.

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And maybe this resonates with their ideal

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patient.

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Maybe this ad is crushing it.

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In the coming weeks and months,

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especially, you know,

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let's say in the next six to twelve

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months, if I keep seeing this ad,

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then I will send it to you guys

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again and say, hey, obviously,

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obviously I was wrong.

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Obviously,

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this ad is working because this physical

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therapy practice is

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still running it and you're only going to

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keep running ads for multiple weeks or

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months if it's crushing or if it's doing

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well my initial response was this looks

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kind of tacky or something i don't know

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what do you guys think tony what's your

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what's your initial gut reaction here with

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this thing

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Yeah, I mean,

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you got to talk to the person who

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posted it.

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What is their idea behind it?

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What's the intent behind it?

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Free vouchers is just weird anyway.

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I've always said I could fly a flag

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like the two crazies who were on the

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Empire State Building.

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Yeah.

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And I could say free physical therapy for

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a month and it wouldn't make any

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difference.

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Nobody cares about free physical therapy,

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at least not in my world.

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It's not going to be like Chick-fil-A can

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give you a free sandwich and the line

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is out the door around the block.

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Nobody is going to line up for free

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physical therapy.

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There's no value in that.

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Yeah.

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For me,

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I would need to know the goals.

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But now that we're looking at this ad

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together,

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there's like four things that's going on

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here.

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There's too much.

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I don't know where my eye is supposed

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to go.

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Am I supposed to go to the image?

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Then there's a bulleted list.

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Then there's a free voucher thing.

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Then there's a claim your spot.

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I get what you're trying to do with

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scarcity.

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Fifty is not the number.

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If you're trying to do scarcity, I'm like,

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I'll take my time.

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Three, five, seven.

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Ironically, as dumb as it sounds,

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I read stuff like this and they say

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odd numbers actually perform better for

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some stupid reason.

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But fifty ain't it.

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Because if you've got fifty,

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I'll come back in a week.

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Let me know what you've got.

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But they're trying something.

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They are trying something.

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Unfortunately,

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I think in this particular ad,

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they're trying seven things at once.

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Avoid surgery and get back to an active

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life.

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That should have been it.

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But when you're sitting there,

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I get when you've got Canva and it'll

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just let me keep adding things.

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Now, I will give them this thing,

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although this doesn't look it.

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Have you heard about

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the issue with the company rei and they

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didn't run an ad but meta used ai

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and ran an ad for them i think

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this is meta's way of pushing out like

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well we'll have rei do it and then

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we can sell it to the redefined physical

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therapies the problem was they took

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content from rei's page

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used an ai ad generator generated it but

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rei got crap because they're all about

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nature and of course what's the opposite

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of nature data centers right so rei wants

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to be as clean i bet you they're

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a company that comes out and says we

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only use real images taken by real

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photography but here's the image can you

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spot the problem with the rei ad i

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don't know if you guys are cycling experts

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The pedals?

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Oh, the handlebars.

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The handlebars behind the seat.

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Yes, look, there's two handles.

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Which way are you supposed to ride that

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bike?

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The AI put handlebars.

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It's a mountain bike.

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So the mountain bike is going from my

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right to my left if you watch the

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screen.

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But the AI put handlebars.

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It didn't know what to do.

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It put another set of handlebars going the

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wrong way,

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which would be an uncomfortable bike seat.

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So I was going to give them this

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organization, the PT organization,

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the benefit of the doubt.

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But that's what happens when you give all

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creative control and there's no checks.

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Larry Benz has an episode of his podcast,

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The Operator.

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I helped produce it.

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I'm on it.

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He had a great line for his episode

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that comes...

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The article came out yesterday.

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His podcast will drop today.

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And he said...

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autopilot flies the plane.

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If there's an altitude change,

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it does that.

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It does some turns,

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but human beings take off and land.

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And when the red light goes off,

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autopilot says, grab the wheel again.

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Now you're in charge.

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So I think it's okay to have AI

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do some of these things,

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but you should have someone look at it

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and go,

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does this pass the smell test?

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Does this feel good to you?

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Does this, like the first thing we said,

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does this accomplish the goal we set out

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to accomplish?

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So A for music doing something,

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I don't know, not an A,

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C plus for doing something or a C,

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I don't know, what's it?

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Maybe a B or C, yeah.

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I was going to say,

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so I like the,

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I do like the headline.

00:09:14.404 --> 00:09:16.726
I'm fine with the yellow accent on active

00:09:16.787 --> 00:09:17.107
life.

00:09:18.447 --> 00:09:20.048
I don't know about get a free again.

00:09:20.349 --> 00:09:20.908
That's another thing.

00:09:20.928 --> 00:09:22.869
Like we have, when our,

00:09:22.928 --> 00:09:24.249
when I have new therapists, by the way,

00:09:24.328 --> 00:09:25.190
like get ramped up,

00:09:25.269 --> 00:09:26.769
we'll reach back out to like previous

00:09:26.809 --> 00:09:27.230
clients.

00:09:27.610 --> 00:09:30.051
And as goodwill we'll announce like over

00:09:30.091 --> 00:09:31.870
text or email to our previous clients,

00:09:32.270 --> 00:09:33.812
like, Hey, we have Dr. Andrew.

00:09:33.851 --> 00:09:36.672
Hey, we have Dr. Ethan now to get,

00:09:36.692 --> 00:09:36.932
you know,

00:09:36.991 --> 00:09:38.111
basically it's like to get them busy.

00:09:38.152 --> 00:09:39.552
We'll offer previous clients a

00:09:39.592 --> 00:09:40.472
complimentary visit.

00:09:40.493 --> 00:09:41.633
But I used to say free,

00:09:41.712 --> 00:09:42.633
I used to say the word free,

00:09:42.653 --> 00:09:43.894
you know, words matter.

00:09:43.933 --> 00:09:44.614
Words are important.

00:09:45.433 --> 00:09:46.955
So we used to say, you know,

00:09:47.014 --> 00:09:48.196
free visit with Andrew,

00:09:48.216 --> 00:09:48.916
free visit with Dr.

00:09:48.975 --> 00:09:50.836
Ethan and it expires next Friday.

00:09:50.897 --> 00:09:53.077
Now it's like instead of two weeks,

00:09:53.118 --> 00:09:53.859
it's like one week.

00:09:54.078 --> 00:09:54.818
Now, all of a sudden,

00:09:54.999 --> 00:09:55.879
more people grab it.

00:09:55.919 --> 00:09:58.301
More people do it because we're big,

00:09:58.321 --> 00:09:58.802
dumb animals.

00:10:00.341 --> 00:10:02.163
The aesthetic real quick of the ad.

00:10:02.364 --> 00:10:04.825
Another thing that I think distracts is

00:10:04.865 --> 00:10:06.265
that there's two different images.

00:10:06.346 --> 00:10:06.505
Right.

00:10:06.586 --> 00:10:08.826
I think it's probably it's probably best

00:10:08.846 --> 00:10:10.347
to do one image per ad.

00:10:10.908 --> 00:10:11.668
And again,

00:10:12.921 --> 00:10:13.541
I could be wrong,

00:10:13.581 --> 00:10:15.361
but with doing these ads,

00:10:15.381 --> 00:10:16.282
and by the way,

00:10:16.361 --> 00:10:18.243
I'm maybe in the future,

00:10:18.263 --> 00:10:18.783
in the near future,

00:10:18.802 --> 00:10:20.543
getting back into some meta ads to test,

00:10:21.023 --> 00:10:22.703
but you have to have like a ton

00:10:22.744 --> 00:10:23.224
of creative.

00:10:23.264 --> 00:10:24.403
Like every time you run an ad,

00:10:24.663 --> 00:10:26.585
there's gotta be like dozens of

00:10:26.644 --> 00:10:27.445
variations.

00:10:27.764 --> 00:10:28.505
And then you just like,

00:10:28.586 --> 00:10:29.365
you pick the winner,

00:10:29.405 --> 00:10:30.265
you see which one's winning,

00:10:30.326 --> 00:10:31.566
and then you just double down on that.

00:10:31.966 --> 00:10:34.346
Then you make more new versions that

00:10:34.787 --> 00:10:37.368
models closer to the ones that already

00:10:37.408 --> 00:10:37.908
were winning.

00:10:37.988 --> 00:10:39.428
And then you continue to refine it and

00:10:39.448 --> 00:10:39.869
refine it.

00:10:40.828 --> 00:10:43.830
This with two images is distracting,

00:10:43.850 --> 00:10:43.950
right?

00:10:43.970 --> 00:10:46.191
It's like one headline, top to bottom,

00:10:46.230 --> 00:10:48.351
my eyes go headline, sub headline.

00:10:48.611 --> 00:10:49.491
Now it's like two images.

00:10:49.532 --> 00:10:49.952
So it's like,

00:10:50.092 --> 00:10:51.192
do I look left or right?

00:10:51.472 --> 00:10:52.313
Then like you said, Jimmy,

00:10:52.333 --> 00:10:53.514
I got the bulleted list on the left.

00:10:53.553 --> 00:10:56.674
I got the the fifty free voucher sticker

00:10:56.754 --> 00:10:58.096
and claim your spot, you know,

00:10:58.456 --> 00:11:00.797
call to action in like yellow orangish.

00:11:01.996 --> 00:11:03.197
It's just a lot going on.

00:11:03.298 --> 00:11:04.658
So again,

00:11:05.158 --> 00:11:06.538
we could see if I keep getting hit

00:11:06.557 --> 00:11:09.379
with this ad in a month or two,

00:11:09.739 --> 00:11:10.759
I'll share it with you guys again.

00:11:10.779 --> 00:11:12.620
I'll be like, hey, we're still running it.

00:11:12.659 --> 00:11:14.961
I recorded radio versions of this that

00:11:14.980 --> 00:11:17.140
just sounded like I'm talking about one

00:11:17.181 --> 00:11:18.522
thing, then another, then another.

00:11:18.662 --> 00:11:19.961
You know what we call this in radio?

00:11:21.221 --> 00:11:22.602
We call this ten pounds of shit in

00:11:22.623 --> 00:11:23.403
a five pound bag.

00:11:23.562 --> 00:11:24.523
It just doesn't fit.

00:11:24.682 --> 00:11:26.083
It ain't accomplishing the goal.

00:11:26.283 --> 00:11:27.364
It looks mushy.

00:11:27.423 --> 00:11:28.464
It's busting out the sides.

00:11:28.923 --> 00:11:30.184
What would you have done with this?

00:11:32.307 --> 00:11:33.308
And this is, what was the story?

00:11:33.328 --> 00:11:34.068
This came out late.

00:11:34.149 --> 00:11:36.630
So this was people climbed, what?

00:11:37.812 --> 00:11:38.412
Yeah,

00:11:38.432 --> 00:11:42.115
a couple climbed to the very extreme tip

00:11:42.154 --> 00:11:43.076
of the Empire State Building,

00:11:43.096 --> 00:11:43.775
which is insane.

00:11:43.816 --> 00:11:44.437
That's insane.

00:11:44.456 --> 00:11:46.638
I don't know if you saw this,

00:11:46.677 --> 00:11:47.818
but yesterday on Instagram,

00:11:48.220 --> 00:11:48.940
in the evening,

00:11:49.360 --> 00:11:52.482
there was a post from Netflix that was,

00:11:53.023 --> 00:11:53.864
I think this couple,

00:11:54.464 --> 00:11:55.825
Oh, yeah.

00:11:56.304 --> 00:11:57.566
And they did a documentary then.

00:11:57.666 --> 00:12:00.126
And I think that there might be something

00:12:00.167 --> 00:12:01.408
coming out with them again.

00:12:01.508 --> 00:12:06.149
And I think this proposal media, I think,

00:12:06.169 --> 00:12:07.951
is a media stunt probably backed by

00:12:08.010 --> 00:12:08.551
Netflix.

00:12:09.871 --> 00:12:10.211
I don't know.

00:12:10.272 --> 00:12:10.993
I don't know for sure.

00:12:11.173 --> 00:12:11.773
I don't know for sure.

00:12:12.113 --> 00:12:13.833
Maybe it'll come out this week or today

00:12:13.874 --> 00:12:14.274
or something.

00:12:14.315 --> 00:12:16.095
But that's my hunch.

00:12:16.115 --> 00:12:17.635
And, you know, then I don't know.

00:12:17.796 --> 00:12:17.875
Well,

00:12:17.916 --> 00:12:19.437
the city of New York and Netflix and

00:12:19.576 --> 00:12:20.798
Netflix will just pay a fine.

00:12:21.383 --> 00:12:22.744
You guys know me and you might roll

00:12:22.764 --> 00:12:23.044
your eyes,

00:12:23.065 --> 00:12:24.466
but of course I see something and then

00:12:24.505 --> 00:12:24.886
I'm like, oh,

00:12:24.907 --> 00:12:25.807
I have a story for that.

00:12:26.347 --> 00:12:29.672
So AAA baseball in Scranton,

00:12:31.092 --> 00:12:33.235
the local team became the AAA Yankees.

00:12:33.535 --> 00:12:34.476
And when that happened,

00:12:34.817 --> 00:12:37.519
they changed from the Phillies to the AAA

00:12:37.539 --> 00:12:38.721
affiliate Yankees in the Scranton.

00:12:39.221 --> 00:12:40.682
We couldn't get in the stadium the first

00:12:40.722 --> 00:12:43.385
game because our media competitors had

00:12:43.446 --> 00:12:44.086
media rights.

00:12:45.000 --> 00:12:47.322
And the lead singer of Breaking Benjamin,

00:12:47.363 --> 00:12:48.544
which is a band we played the crap

00:12:48.585 --> 00:12:48.784
out of,

00:12:48.904 --> 00:12:50.186
was going to sing the national anthem.

00:12:50.527 --> 00:12:51.467
We could not be there.

00:12:51.687 --> 00:12:52.688
So, of course, Jimmy goes,

00:12:53.188 --> 00:12:54.090
I'm going to figure out a way to

00:12:54.129 --> 00:12:54.429
do that.

00:12:54.811 --> 00:12:56.072
The stadium was sort of built in a

00:12:56.111 --> 00:12:56.451
valley.

00:12:57.355 --> 00:12:58.936
And in left field was a mall and

00:12:59.636 --> 00:13:00.697
an Italian restaurant.

00:13:01.458 --> 00:13:05.142
I took the vinyl from one of our

00:13:05.221 --> 00:13:05.942
billboards.

00:13:06.163 --> 00:13:07.102
Like when they take it down,

00:13:07.123 --> 00:13:08.365
they ask if you want it or shred

00:13:08.384 --> 00:13:08.424
it.

00:13:08.465 --> 00:13:09.404
I go, oh, I want that.

00:13:09.985 --> 00:13:11.366
And it just had a young woman in

00:13:11.386 --> 00:13:12.207
a tank top that said,

00:13:12.347 --> 00:13:14.110
I'm your next ex-girlfriend because the

00:13:14.129 --> 00:13:15.750
radio station was ninety seven nine X.

00:13:16.291 --> 00:13:19.254
And when they said and the home of

00:13:19.333 --> 00:13:20.095
the brave.

00:13:20.654 --> 00:13:24.638
We unfurled our banner in left field so

00:13:24.677 --> 00:13:26.379
the entire stadium could see it,

00:13:26.658 --> 00:13:29.120
but we weren't on the field.

00:13:29.140 --> 00:13:31.741
So this is hijacking someone else's

00:13:31.802 --> 00:13:32.383
visibility.

00:13:32.822 --> 00:13:33.923
What do you think it would cost to

00:13:33.964 --> 00:13:34.984
get a logo on the top of the

00:13:35.043 --> 00:13:35.504
NFL stadium?

00:13:35.965 --> 00:13:38.046
incalculable you'll never get that money

00:13:38.066 --> 00:13:40.226
back but it's a step forward it doesn't

00:13:40.267 --> 00:13:42.327
have to be a billion dollars ours was

00:13:42.388 --> 00:13:44.128
cute for a moment i got yelled at

00:13:44.508 --> 00:13:46.528
by it because of course you know the

00:13:46.589 --> 00:13:47.809
stadium was like you can't do that i'm

00:13:47.830 --> 00:13:49.210
like oh it's not your rocks i can

00:13:49.230 --> 00:13:51.130
climb on rock but of course i was

00:13:51.191 --> 00:13:52.532
never going to do the same gag again

00:13:52.672 --> 00:13:54.773
anyway it was the point but i think

00:13:54.793 --> 00:13:56.793
you're right tony like you could do

00:13:56.812 --> 00:14:00.434
whatever you want and for what we provide

00:14:01.014 --> 00:14:03.235
it's is it because it's too abstract

00:14:06.764 --> 00:14:11.309
I'm thinking, I don't know.

00:14:11.331 --> 00:14:12.131
Tony, I don't know if you saw,

00:14:12.152 --> 00:14:13.714
but at least the people that I follow

00:14:13.734 --> 00:14:15.296
on Instagram in the New York City area,

00:14:15.375 --> 00:14:19.081
people started to hijack that stunt and

00:14:19.140 --> 00:14:22.745
have their own stuff AI on a banner.

00:14:22.787 --> 00:14:23.607
And it was like, you know,

00:14:24.412 --> 00:14:26.693
weight loss opportunity in new york city

00:14:26.774 --> 00:14:28.676
or whatever or you know personal training

00:14:28.696 --> 00:14:30.956
we're the best whatever and like it's the

00:14:31.017 --> 00:14:33.318
two it's the two the russian the russian

00:14:33.359 --> 00:14:34.419
couple that went up to the top of

00:14:34.440 --> 00:14:35.581
the empire state building that got

00:14:35.640 --> 00:14:37.923
arrested for and they you know they just

00:14:37.942 --> 00:14:38.703
changed the world

00:14:39.557 --> 00:14:40.278
And they just changed the word.

00:14:40.298 --> 00:14:42.340
So like, but that was multiple people.

00:14:42.379 --> 00:14:43.041
And it's so funny.

00:14:43.061 --> 00:14:43.380
Like,

00:14:43.442 --> 00:14:44.643
I know we've all seen this where like

00:14:44.682 --> 00:14:46.144
something happens and then like people

00:14:46.184 --> 00:14:47.846
pile on and do like an AI version

00:14:48.167 --> 00:14:50.009
for themselves for like self-promotion.

00:14:50.168 --> 00:14:51.730
I'm totally fine with self-promotion.

00:14:52.211 --> 00:14:53.013
But Tony,

00:14:53.033 --> 00:14:54.134
you didn't see any of that on your

00:14:54.193 --> 00:14:55.975
newsfeed yesterday afternoon or evening?

00:14:55.995 --> 00:14:56.636
Absolutely.

00:14:56.756 --> 00:14:57.457
I saw that.

00:14:57.577 --> 00:14:58.739
I'm going to share an image.

00:14:59.820 --> 00:15:02.822
um i don't know this meme this meme

00:15:02.842 --> 00:15:05.325
yeah this meme is just filling my feed

00:15:05.424 --> 00:15:08.047
the wmba girl who's pointing at the other

00:15:08.067 --> 00:15:11.090
girl who says don't point at me um

00:15:11.110 --> 00:15:14.052
there are so many like hilarious takes on

00:15:14.192 --> 00:15:17.215
it like that girl in the physical therapy

00:15:17.235 --> 00:15:18.976
clinic pointing and then the therapist

00:15:19.017 --> 00:15:20.038
pointing back and

00:15:20.898 --> 00:15:23.059
I've been seeing this trend on Instagram

00:15:23.260 --> 00:15:25.962
where it's like gangster, gangsta,

00:15:26.624 --> 00:15:28.885
and they're CrossFit gyms.

00:15:29.145 --> 00:15:30.668
And the person will walk by the other

00:15:30.707 --> 00:15:32.408
gym and they'll pull up their shirt and

00:15:32.428 --> 00:15:34.471
they show a dumbbell, you know,

00:15:34.510 --> 00:15:35.231
like a gun.

00:15:35.873 --> 00:15:38.274
And there are just so many of these

00:15:38.335 --> 00:15:41.677
things that, yeah, totally.

00:15:41.738 --> 00:15:43.220
Why is it not the massage gun?

00:15:45.450 --> 00:15:46.669
Yeah, but it's the yes and.

00:15:46.690 --> 00:15:47.509
It's the ultimate,

00:15:47.590 --> 00:15:48.750
what can I take out of this?

00:15:48.850 --> 00:15:51.931
And I don't have to re-explain the rules.

00:15:51.971 --> 00:15:53.010
This is why when I used to do

00:15:53.071 --> 00:15:54.110
radio bar events,

00:15:54.471 --> 00:15:55.812
I didn't do complicated games.

00:15:56.111 --> 00:15:57.091
I did musical chairs,

00:15:57.451 --> 00:15:59.211
but with adults and drunk people.

00:15:59.412 --> 00:16:00.793
Because I didn't need to explain anything.

00:16:00.832 --> 00:16:02.393
It was simple and you already understood

00:16:02.413 --> 00:16:03.092
the gag.

00:16:03.533 --> 00:16:06.114
And that's why a play on these is

00:16:06.173 --> 00:16:06.933
pretty brilliant.

00:16:07.053 --> 00:16:09.474
And I mean, simple, quick, in and out.

00:16:09.793 --> 00:16:11.114
I've got a friend, Kay,

00:16:11.354 --> 00:16:12.754
who runs the Instagram page,

00:16:12.815 --> 00:16:13.995
DPTs with Anxiety.

00:16:14.014 --> 00:16:14.654
In the kitchen.

00:16:14.855 --> 00:16:16.576
that's the whole strategy that's the whole

00:16:16.596 --> 00:16:18.779
strategy she'll see this and then she does

00:16:18.860 --> 00:16:20.682
nine versions of it puts it out and

00:16:20.701 --> 00:16:22.063
everyone's like oh that's this is my

00:16:22.104 --> 00:16:23.826
favorite oh i like how you spun that

00:16:24.265 --> 00:16:26.489
it's yes and when something popped

00:16:27.403 --> 00:16:28.943
like the Empire State Building thing,

00:16:29.683 --> 00:16:31.325
you knew what our entire radio station was

00:16:31.345 --> 00:16:33.885
talking about, mocking, loving, hating.

00:16:33.905 --> 00:16:34.745
There's no mayonnaise.

00:16:35.025 --> 00:16:36.386
It's always ranch dressing, baby.

00:16:36.407 --> 00:16:37.287
It's got to be one way or the

00:16:37.307 --> 00:16:37.447
other.

00:16:37.486 --> 00:16:38.027
No mayonnaise.

00:16:38.047 --> 00:16:38.826
It's got to be a little spice.

00:16:39.248 --> 00:16:40.528
We were either going to love it and

00:16:40.768 --> 00:16:41.067
own it,

00:16:41.107 --> 00:16:42.109
or we were going to trash it and

00:16:42.129 --> 00:16:42.729
tear it down.

00:16:43.068 --> 00:16:44.350
And then, forty-eight hours later,

00:16:44.529 --> 00:16:45.149
we were gone with it.

00:16:47.336 --> 00:16:49.537
Just so the viewers and Dave knows we're

00:16:49.557 --> 00:16:51.397
wrapping today's episode at nine.

00:16:51.437 --> 00:16:53.177
So we have about eleven more minutes.

00:16:53.658 --> 00:16:54.618
Yeah.

00:16:54.638 --> 00:16:55.479
But the question is,

00:16:55.538 --> 00:16:57.938
so now now we go back to reality.

00:16:58.438 --> 00:16:59.840
Now we say, OK,

00:16:59.960 --> 00:17:01.460
does this turn into money?

00:17:01.519 --> 00:17:03.461
Does this put dollars in our pocket?

00:17:03.921 --> 00:17:05.561
Is this just for, you know,

00:17:05.602 --> 00:17:06.781
vanity metrics?

00:17:07.281 --> 00:17:08.182
I will say, though,

00:17:08.663 --> 00:17:10.002
a couple of weeks or a week or

00:17:10.063 --> 00:17:10.603
two ago,

00:17:10.663 --> 00:17:12.943
we shared the Home Depot do it yourself

00:17:12.983 --> 00:17:15.065
total knee replacement image that I

00:17:15.105 --> 00:17:15.704
generated.

00:17:17.105 --> 00:17:19.425
I cannot believe how fast you brought that

00:17:19.526 --> 00:17:19.605
up.

00:17:19.766 --> 00:17:21.446
Boom.

00:17:21.487 --> 00:17:21.727
So,

00:17:21.866 --> 00:17:24.228
but that image put four hundred dollars in

00:17:24.268 --> 00:17:25.008
my bank account,

00:17:25.288 --> 00:17:28.250
like just from Instagram bonus,

00:17:28.670 --> 00:17:30.309
which I didn't even realize it was a

00:17:30.369 --> 00:17:30.670
thing.

00:17:31.730 --> 00:17:31.810
Yeah.

00:17:31.830 --> 00:17:32.570
On Instagram,

00:17:32.611 --> 00:17:34.271
that image has generated about four

00:17:34.291 --> 00:17:36.413
hundred dollars in bonus income for me.

00:17:37.593 --> 00:17:40.335
um i was on uh paypal i went

00:17:40.375 --> 00:17:41.976
into paypal this morning because someone

00:17:41.996 --> 00:17:43.978
was sending me a payment and i've got

00:17:44.018 --> 00:17:45.838
all of these thirty dollar facebook

00:17:45.858 --> 00:17:47.079
payments and i don't even know what

00:17:47.099 --> 00:17:49.442
they're from like facebook is paying me

00:17:49.481 --> 00:17:51.603
thirty dollars every two weeks i gotta

00:17:51.782 --> 00:17:54.125
figure out why why i'm making that money

00:17:54.144 --> 00:17:56.365
i found so i found two times in

00:17:56.385 --> 00:17:58.127
a nickel yesterday so that's it's like the

00:17:58.167 --> 00:17:59.989
same thing tony's got money being paypal

00:18:00.009 --> 00:18:01.009
to him he doesn't know where it's coming

00:18:01.029 --> 00:18:01.210
from

00:18:03.142 --> 00:18:05.384
But yeah, we need to understand, like,

00:18:05.624 --> 00:18:07.204
I don't want to put the effort into

00:18:07.244 --> 00:18:09.605
making a funny meme with the girl pointing

00:18:09.645 --> 00:18:11.327
and me pointing back.

00:18:11.548 --> 00:18:13.709
Donald Trump pointing at the basketball

00:18:13.749 --> 00:18:15.849
player and her pointing back is freaking

00:18:15.890 --> 00:18:16.711
hilarious.

00:18:17.511 --> 00:18:19.333
I don't want to put time into that

00:18:19.353 --> 00:18:20.532
because I don't know if it's going to

00:18:20.553 --> 00:18:21.134
make me money.

00:18:22.190 --> 00:18:24.310
Unless you can directly draw a line to

00:18:24.351 --> 00:18:25.030
what you're doing.

00:18:25.171 --> 00:18:25.651
Like this is,

00:18:25.951 --> 00:18:27.551
this is where like Judy and Judy's

00:18:27.592 --> 00:18:28.632
pancakes come in.

00:18:29.011 --> 00:18:31.972
She takes a video and whatever it is,

00:18:31.992 --> 00:18:33.452
she just figures out where do we jam

00:18:33.492 --> 00:18:33.772
Judy?

00:18:34.133 --> 00:18:35.973
Judy is the marketing strategy.

00:18:36.013 --> 00:18:37.213
And if you don't know who we're talking

00:18:37.233 --> 00:18:37.513
about,

00:18:38.434 --> 00:18:40.734
just look up Judy and pancakes and look

00:18:40.775 --> 00:18:41.576
at their Instagram account.

00:18:42.096 --> 00:18:44.155
And she has said people.

00:18:44.236 --> 00:18:45.916
Now she's in, I can't,

00:18:45.936 --> 00:18:48.537
it begins with a G random ass, Illinois,

00:18:48.877 --> 00:18:50.397
and she sells pancakes, but,

00:18:50.935 --> 00:18:52.757
she's a tourist attraction now and she's

00:18:52.797 --> 00:18:53.238
the thing.

00:18:53.258 --> 00:18:54.598
And because the kids want to do it.

00:18:54.659 --> 00:18:55.739
And in your brain, you're like, all right,

00:18:55.759 --> 00:18:56.880
well, if we're anywhere close,

00:18:57.401 --> 00:18:58.401
the kids get a t-shirt,

00:18:58.441 --> 00:19:01.063
but now whatever Judy paid for real

00:19:01.103 --> 00:19:01.542
estate,

00:19:01.844 --> 00:19:03.704
she didn't do it in downtown Chicago.

00:19:04.444 --> 00:19:05.945
She did it in a random ass spot,

00:19:06.007 --> 00:19:08.147
but she went to the people with those

00:19:08.188 --> 00:19:10.088
things and she understood it.

00:19:10.430 --> 00:19:10.950
Tony needs it.

00:19:11.029 --> 00:19:11.490
I'm a tick.

00:19:11.569 --> 00:19:14.633
I'm a tick tock famous shirt for sure.

00:19:15.173 --> 00:19:17.595
Tony needs this thing.

00:19:17.634 --> 00:19:19.096
Concierge pain relief is back on tick

00:19:19.115 --> 00:19:19.336
tock.

00:19:20.566 --> 00:19:22.186
Speaking of TikTok, guys,

00:19:22.707 --> 00:19:25.228
I have been down the rabbit hole of

00:19:25.348 --> 00:19:27.630
how much money regular people,

00:19:27.809 --> 00:19:29.371
forty year olds, fifty year olds,

00:19:29.431 --> 00:19:32.991
sixty year olds are making as TikTok shop

00:19:33.133 --> 00:19:33.893
affiliates.

00:19:34.012 --> 00:19:35.773
Yeah, it is absurd.

00:19:36.253 --> 00:19:38.055
And so this morning before we got on,

00:19:38.075 --> 00:19:39.056
because I was going to try and bring

00:19:39.096 --> 00:19:39.596
some numbers,

00:19:39.655 --> 00:19:40.997
but I didn't have them ready yet.

00:19:41.497 --> 00:19:42.457
I was looking at like,

00:19:42.557 --> 00:19:43.458
what are the products?

00:19:43.538 --> 00:19:45.638
What could I what could I promote that

00:19:45.699 --> 00:19:47.059
I already use in my clinic?

00:19:48.125 --> 00:19:49.866
I think the biggest one that none of

00:19:49.946 --> 00:19:52.970
us are taking advantage of is BioFreeze.

00:19:53.450 --> 00:19:53.970
Like Dave,

00:19:54.009 --> 00:19:55.590
you seem like somebody who would be using

00:19:55.652 --> 00:19:56.412
something like that.

00:19:56.612 --> 00:19:57.932
I never use it in the clinic,

00:19:57.972 --> 00:19:59.693
but I should, I could.

00:20:00.994 --> 00:20:03.376
I think it's got commercial appeal.

00:20:03.517 --> 00:20:05.198
It's got the history behind it.

00:20:05.218 --> 00:20:06.358
It's been around forever.

00:20:07.220 --> 00:20:07.819
You know,

00:20:07.839 --> 00:20:10.701
the consumer wasn't able to buy BioFreeze

00:20:10.781 --> 00:20:12.584
directly from the company.

00:20:12.604 --> 00:20:14.845
They had to go through the healthcare

00:20:14.884 --> 00:20:15.365
provider.

00:20:15.925 --> 00:20:18.248
But now I think that's something that

00:20:18.468 --> 00:20:20.450
literally could put six figures in your

00:20:20.470 --> 00:20:23.711
bank account because the general appeal

00:20:23.852 --> 00:20:25.933
and accessibility for a product like that,

00:20:25.953 --> 00:20:29.195
if you made one viral video that hit

00:20:29.257 --> 00:20:30.457
several million views,

00:20:30.497 --> 00:20:32.358
which is totally doable for any of us.

00:20:34.881 --> 00:20:38.123
I'm trying to better understand how

00:20:38.242 --> 00:20:38.683
TikTok,

00:20:38.703 --> 00:20:40.224
I've got like two hundred dollars in my

00:20:40.265 --> 00:20:42.547
TikTok affiliate account that I've earned.

00:20:43.455 --> 00:20:46.877
But I think this is a really ideal

00:20:46.917 --> 00:20:48.459
opportunity for people like us.

00:20:48.759 --> 00:20:50.460
For someone thinking and going,

00:20:50.480 --> 00:20:52.382
but I don't want to do the ticky-tocky,

00:20:52.481 --> 00:20:53.883
like, just talk about it.

00:20:53.903 --> 00:20:54.942
Yeah, it wouldn't be any of that.

00:20:55.042 --> 00:20:56.743
No dances, no gimmicks.

00:20:56.884 --> 00:20:58.305
Here's how Rory Sutherland, I think,

00:20:58.325 --> 00:20:59.026
would explain it.

00:20:59.405 --> 00:21:01.827
He would say all TikTok did was two

00:21:01.867 --> 00:21:02.188
things.

00:21:03.134 --> 00:21:05.756
they took the distance between someone

00:21:06.416 --> 00:21:08.238
seeing something and giggling about

00:21:08.298 --> 00:21:09.959
something or being interested in something

00:21:10.400 --> 00:21:11.220
and owning that.

00:21:11.339 --> 00:21:13.102
And they took that distance down to

00:21:13.142 --> 00:21:15.463
essentially as close to zero as possible.

00:21:16.311 --> 00:21:19.772
And they aligned the person who has

00:21:19.833 --> 00:21:21.814
credibility or an audience or the ability

00:21:21.834 --> 00:21:22.814
to build an audience.

00:21:23.473 --> 00:21:25.255
And they put them on the same team

00:21:25.734 --> 00:21:29.777
as the Biofreeze or the Hyper Ice Gun.

00:21:29.817 --> 00:21:30.376
And they said,

00:21:30.876 --> 00:21:33.897
if you do this thing this much and

00:21:33.938 --> 00:21:34.917
it gets this much,

00:21:35.137 --> 00:21:35.858
we'll give you a cut.

00:21:38.803 --> 00:21:41.364
The reach is infinity.

00:21:41.443 --> 00:21:42.684
Like the reach is potentially,

00:21:43.065 --> 00:21:44.066
it could be infinity.

00:21:44.486 --> 00:21:46.186
So simple, but not easy.

00:21:47.367 --> 00:21:48.648
And Ben's already pilot bio,

00:21:48.909 --> 00:21:51.950
bio mildly cold is a cheaper alternative.

00:21:51.970 --> 00:21:52.611
I don't know if that's a,

00:21:52.830 --> 00:21:54.112
is that a dad joke or is that

00:21:54.152 --> 00:21:55.352
there actually something called bio?

00:21:55.392 --> 00:21:59.634
That'd be a smart, like six minute abs.

00:22:00.355 --> 00:22:01.875
Why not do five minute abs?

00:22:04.244 --> 00:22:04.505
Dave,

00:22:04.746 --> 00:22:06.846
you brought up or you shared an ad

00:22:07.448 --> 00:22:09.328
that you share or that you created or

00:22:09.348 --> 00:22:11.090
I should say a post on LinkedIn.

00:22:11.851 --> 00:22:14.053
I wanted to ask you about it because

00:22:14.073 --> 00:22:14.913
I wanted to see if it was an

00:22:15.054 --> 00:22:17.134
error and I'll bring it up on screen

00:22:17.174 --> 00:22:17.455
here.

00:22:18.336 --> 00:22:21.479
So you had the ad and I'll zoom

00:22:21.519 --> 00:22:22.118
in a little bit.

00:22:22.720 --> 00:22:24.421
Physical therapists in New York City paid

00:22:24.580 --> 00:22:25.801
more for treating less.

00:22:26.241 --> 00:22:27.963
Great hook because that doesn't make

00:22:28.044 --> 00:22:28.364
sense.

00:22:28.443 --> 00:22:29.204
I get paid more.

00:22:29.224 --> 00:22:30.365
That's why I have to keep reading.

00:22:30.405 --> 00:22:31.385
How is that possible?

00:22:31.425 --> 00:22:31.707
He says.

00:22:32.614 --> 00:22:34.076
And then you go on to a set.

00:22:34.096 --> 00:22:35.297
You're using hard numbers,

00:22:35.356 --> 00:22:36.678
which nobody does,

00:22:36.738 --> 00:22:37.919
which is the way to do it.

00:22:38.240 --> 00:22:39.641
How is it possible to earn a buck

00:22:39.661 --> 00:22:41.163
twenty six to one hundred and seventy K,

00:22:41.502 --> 00:22:42.923
but only treating four to six patients a

00:22:42.943 --> 00:22:43.164
day?

00:22:43.464 --> 00:22:44.465
Details below.

00:22:45.487 --> 00:22:47.328
What's up with the orange square?

00:22:48.450 --> 00:22:49.191
I stopped.

00:22:49.590 --> 00:22:50.151
It got me.

00:22:50.291 --> 00:22:50.932
So I want to know,

00:22:50.951 --> 00:22:52.394
where'd you come up with this?

00:22:52.433 --> 00:22:53.795
I was like, is it not loading?

00:22:53.835 --> 00:22:56.096
Where's the is my phone broken?

00:22:56.136 --> 00:22:56.597
What happened?

00:22:59.230 --> 00:23:01.551
This is partly why I did this,

00:23:01.571 --> 00:23:02.534
so that we can talk about it.

00:23:04.496 --> 00:23:06.678
Neither of you have ever seen this before?

00:23:07.680 --> 00:23:07.880
No.

00:23:09.461 --> 00:23:10.222
I don't think so, no.

00:23:12.114 --> 00:23:14.474
You probably have seen it before because

00:23:14.535 --> 00:23:15.295
this was what,

00:23:15.654 --> 00:23:17.335
do you remember the fire festival?

00:23:17.596 --> 00:23:19.915
The guy that eventually got, uh,

00:23:20.036 --> 00:23:22.457
in trouble, the original promoter,

00:23:22.797 --> 00:23:23.636
I forget the guy's name.

00:23:24.257 --> 00:23:27.837
Uh, they were paying all of the big,

00:23:28.397 --> 00:23:30.199
like all the celebrities and the models

00:23:30.239 --> 00:23:32.058
and the people that were going to be

00:23:32.078 --> 00:23:32.779
Kardashian.

00:23:33.119 --> 00:23:34.299
They were all posting.

00:23:35.201 --> 00:23:36.402
The Orange Square.

00:23:36.522 --> 00:23:39.604
This was on Instagram mostly years ago

00:23:39.663 --> 00:23:40.523
with the Fyre Festival.

00:23:41.064 --> 00:23:44.066
And it was meant to be exactly what

00:23:44.105 --> 00:23:44.806
it did to Jimmy,

00:23:45.165 --> 00:23:47.207
which is it's a pattern interrupt.

00:23:47.626 --> 00:23:49.508
It's a scroll stopper.

00:23:50.548 --> 00:23:52.189
And I could have used a different color.

00:23:52.328 --> 00:23:53.568
I could have maybe used our own brand

00:23:53.608 --> 00:23:53.828
color.

00:23:53.848 --> 00:23:55.130
I could have just done royal blue or

00:23:55.190 --> 00:23:55.490
something.

00:23:56.109 --> 00:23:59.311
But I went with the exact same solid

00:24:00.092 --> 00:24:04.634
orange square image that is meant to cause

00:24:05.555 --> 00:24:08.798
you to pause or give you intrigue or

00:24:08.858 --> 00:24:10.480
yeah is there an error or like what

00:24:10.759 --> 00:24:12.301
what is this like um usually it's going

00:24:12.321 --> 00:24:15.065
to be text on the square right so

00:24:15.105 --> 00:24:17.386
that it literally that is literally the

00:24:17.467 --> 00:24:19.710
point of it is to be unique different

00:24:20.170 --> 00:24:22.932
something that you will not see or haven't

00:24:22.952 --> 00:24:24.433
seen recently in your feed and probably

00:24:24.454 --> 00:24:26.396
won't see for a while unless other people

00:24:26.416 --> 00:24:27.518
start copying it so

00:24:28.807 --> 00:24:29.708
I'm surprised that you guys don't

00:24:29.728 --> 00:24:29.988
remember,

00:24:30.008 --> 00:24:30.769
but I know it was kind of like

00:24:30.788 --> 00:24:31.269
a big thing.

00:24:31.308 --> 00:24:33.931
Yeah, Scott Embry is here live.

00:24:34.590 --> 00:24:38.153
Scott probably saw that on LinkedIn.

00:24:38.233 --> 00:24:39.875
Scott's always on LinkedIn, I think.

00:24:40.536 --> 00:24:42.017
And Scott agrees with Jimmy.

00:24:42.076 --> 00:24:44.558
Great hook and got his attention for sure.

00:24:44.618 --> 00:24:46.059
So that's the point, right?

00:24:46.099 --> 00:24:48.421
First line, hook on purpose,

00:24:48.461 --> 00:24:49.741
but the image is also kind of like

00:24:49.781 --> 00:24:50.442
a visual hook.

00:24:50.923 --> 00:24:52.403
I'm going to get really nitpicky.

00:24:52.423 --> 00:24:54.885
The only way to make this better is...

00:24:55.205 --> 00:24:55.645
Give it to me.

00:24:55.665 --> 00:24:56.846
Give it to me.

00:24:57.106 --> 00:24:58.607
Don't put the space here.

00:24:59.788 --> 00:25:01.128
Don't have the space here.

00:25:02.150 --> 00:25:03.711
Make this second line here.

00:25:03.770 --> 00:25:04.371
Here's why.

00:25:05.231 --> 00:25:09.513
LinkedIn will truncate this and sometimes

00:25:09.554 --> 00:25:11.996
make people see more to expand.

00:25:12.576 --> 00:25:14.537
And I don't want that second subhead to

00:25:14.557 --> 00:25:15.157
get cut off.

00:25:16.152 --> 00:25:17.432
That's the only, and that's like,

00:25:17.511 --> 00:25:19.073
that's like a point five percent.

00:25:19.093 --> 00:25:21.633
The rest of it, I think, is fine.

00:25:21.932 --> 00:25:23.093
What was in the comments, though?

00:25:23.113 --> 00:25:25.294
You tried to share something and it didn't

00:25:25.334 --> 00:25:25.653
work.

00:25:26.433 --> 00:25:26.653
Yeah.

00:25:26.673 --> 00:25:27.854
So then I then I was like,

00:25:27.933 --> 00:25:30.714
my my intention was actually to add a

00:25:30.755 --> 00:25:31.994
couple like PDFs.

00:25:32.055 --> 00:25:32.234
Right.

00:25:32.255 --> 00:25:34.575
So we have like a seven or something,

00:25:34.634 --> 00:25:36.236
six or seven page FAQ,

00:25:36.615 --> 00:25:38.596
because I want people to know a bunch

00:25:38.615 --> 00:25:40.455
of information before we even do an intro

00:25:40.496 --> 00:25:40.715
call.

00:25:40.796 --> 00:25:41.737
I don't want to do an intro call

00:25:41.777 --> 00:25:43.116
where I'm answering the same questions

00:25:43.136 --> 00:25:43.477
every day.

00:25:44.234 --> 00:25:47.837
So I tried to attach PDFs and then

00:25:47.938 --> 00:25:48.999
I was like, I was like, oh crap,

00:25:49.038 --> 00:25:49.599
I can't do it.

00:25:49.619 --> 00:25:50.420
And I'm like, ah, whatever.

00:25:50.440 --> 00:25:51.080
I'm just going to leave it.

00:25:51.181 --> 00:25:52.823
And so now, now, now I'm getting,

00:25:53.083 --> 00:25:55.144
now I'm getting DMS and emails from this

00:25:55.184 --> 00:25:55.625
post.

00:25:56.164 --> 00:25:56.465
Right.

00:25:56.905 --> 00:25:58.847
Uh, asking for the FAQ document,

00:25:59.008 --> 00:25:59.868
which I have to send them.

00:26:00.068 --> 00:26:01.329
And then I'm also asking for the two

00:26:01.369 --> 00:26:03.372
pager elite clinician growth opportunity,

00:26:03.392 --> 00:26:05.534
which is like describes like the base

00:26:05.554 --> 00:26:08.536
salary, the performance pay weekly PTO,

00:26:08.596 --> 00:26:09.297
like that whole thing.

00:26:09.796 --> 00:26:10.797
I thought what you were trying to do

00:26:10.876 --> 00:26:13.317
is get people to comment to drive

00:26:13.377 --> 00:26:14.117
attention too.

00:26:14.137 --> 00:26:15.159
Because if more people comment,

00:26:15.199 --> 00:26:16.038
it shows it to more people.

00:26:16.078 --> 00:26:17.220
More people comment, snowball effect.

00:26:18.760 --> 00:26:19.981
Overall, I think that's great.

00:26:20.102 --> 00:26:22.643
Again, that took you five minutes,

00:26:22.682 --> 00:26:24.324
ten minutes to think about and execute it.

00:26:24.584 --> 00:26:26.065
If it gets you an interview that leads

00:26:26.105 --> 00:26:28.465
to a hire,

00:26:28.486 --> 00:26:29.747
it feels like it's a good use of

00:26:29.767 --> 00:26:30.067
your time.

00:26:32.519 --> 00:26:33.259
We got two minutes left.

00:26:33.279 --> 00:26:35.060
Let's go with parting shots so we're not

00:26:35.101 --> 00:26:35.961
late to our next gig.

00:26:36.482 --> 00:26:38.304
What do you got for us?

00:26:39.244 --> 00:26:39.665
Parting shots.

00:26:40.281 --> 00:26:41.923
I want to talk about next time.

00:26:42.502 --> 00:26:43.584
Boom ball.

00:26:44.163 --> 00:26:47.125
So this is an up and coming competitor

00:26:47.165 --> 00:26:48.125
for banana ball.

00:26:48.705 --> 00:26:49.326
You know, I mean,

00:26:49.386 --> 00:26:50.366
this is what's going to happen.

00:26:50.386 --> 00:26:51.948
You create something amazing.

00:26:51.988 --> 00:26:53.568
There are going to be people who make

00:26:53.588 --> 00:26:54.249
it even better.

00:26:55.109 --> 00:26:57.270
There are some interesting rule changes

00:26:57.391 --> 00:26:58.310
and how it works.

00:26:58.411 --> 00:26:58.750
Yeah.

00:26:58.770 --> 00:27:00.692
I read about that.

00:27:00.711 --> 00:27:03.753
They play with a live hand grenade.

00:27:03.953 --> 00:27:04.773
One out of nine innings.

00:27:04.794 --> 00:27:05.714
You never know which one it is.

00:27:06.474 --> 00:27:07.056
You have to watch.

00:27:07.076 --> 00:27:07.615
It's called boom ball.

00:27:08.378 --> 00:27:10.762
So what's going to be the boom ball

00:27:10.803 --> 00:27:12.605
for the physical therapy profession?

00:27:12.664 --> 00:27:14.688
How is this going to change and grow

00:27:14.748 --> 00:27:16.250
and adapt into something new and

00:27:16.269 --> 00:27:16.651
different?

00:27:16.750 --> 00:27:17.752
That's my parting shot.

00:27:17.813 --> 00:27:18.093
Yeah.

00:27:18.354 --> 00:27:18.574
Yeah.

00:27:18.634 --> 00:27:18.814
All right.

00:27:18.834 --> 00:27:19.414
That's a good one.

00:27:19.434 --> 00:27:19.615
All right.

00:27:19.634 --> 00:27:20.737
That's a good conversation.

00:27:21.438 --> 00:27:22.398
I'll come prepared for that one.

00:27:22.439 --> 00:27:22.920
What do you got, Dave?

00:27:22.980 --> 00:27:23.441
Party shot.

00:27:24.727 --> 00:27:26.269
I'll go back to that social media post.

00:27:26.669 --> 00:27:27.690
Just trying to do things that are

00:27:27.730 --> 00:27:28.730
different, unique.

00:27:29.392 --> 00:27:30.532
Try to think outside the box,

00:27:30.573 --> 00:27:32.173
whether it's posting on social media,

00:27:32.575 --> 00:27:33.556
making videos.

00:27:34.276 --> 00:27:35.538
We got a bunch of videos coming out

00:27:36.218 --> 00:27:37.680
that I was telling Tony about last week

00:27:37.700 --> 00:27:39.580
where we're having a catch in Central Park

00:27:39.601 --> 00:27:41.864
with a real baseball and gloves and

00:27:42.384 --> 00:27:43.825
talking about physical therapy and

00:27:43.845 --> 00:27:45.226
healthcare in New York city and all that.

00:27:45.266 --> 00:27:47.188
So we're just trying to continue to,

00:27:47.307 --> 00:27:48.367
of course we've got to sprinkle in the

00:27:48.409 --> 00:27:48.989
normal stuff,

00:27:49.028 --> 00:27:51.069
like sprinkling videos of like treatment,

00:27:51.371 --> 00:27:52.571
manual therapy, you know,

00:27:52.632 --> 00:27:54.532
therapy exercise, like strength training,

00:27:54.613 --> 00:27:55.314
that type of stuff,

00:27:55.554 --> 00:27:56.994
but also sprinkling in like the,

00:27:58.180 --> 00:27:59.681
what someone described to me recently,

00:27:59.740 --> 00:28:01.421
like the, the behind the scenes, like,

00:28:01.480 --> 00:28:01.681
you know,

00:28:01.721 --> 00:28:02.761
walking down the street with one of my

00:28:02.781 --> 00:28:03.882
therapists and we're just,

00:28:04.261 --> 00:28:05.002
we're just chatting.

00:28:05.383 --> 00:28:05.623
Right.

00:28:05.663 --> 00:28:07.123
So, um, that, that,

00:28:07.143 --> 00:28:07.864
that's my parting shot.

00:28:07.903 --> 00:28:08.284
Just like,

00:28:08.324 --> 00:28:10.924
we're continuing to do different things

00:28:10.964 --> 00:28:13.486
and almost getting closer to the point of

00:28:13.566 --> 00:28:15.626
Tony's stage advice, which is like,

00:28:15.666 --> 00:28:17.027
we should be recording everything.

00:28:17.067 --> 00:28:19.248
We should be posting everything like HEP

00:28:19.288 --> 00:28:21.148
videos for patients, put that online with,

00:28:21.249 --> 00:28:21.548
with their,

00:28:21.689 --> 00:28:23.249
with their permission and therapists

00:28:23.269 --> 00:28:24.430
talking like, um,

00:28:25.211 --> 00:28:27.153
Like talking between patients and waiting

00:28:27.173 --> 00:28:27.933
for a patient to show up.

00:28:27.953 --> 00:28:28.653
Are they going to be late?

00:28:28.693 --> 00:28:29.394
Are they going to be early?

00:28:29.414 --> 00:28:30.375
Are they going to no-show?

00:28:30.415 --> 00:28:30.876
Like whatever,

00:28:30.936 --> 00:28:32.258
like all that type of stuff.

00:28:32.278 --> 00:28:33.940
So that's my parting shot.

00:28:34.140 --> 00:28:35.481
Can't interrupt a pattern if you don't

00:28:35.501 --> 00:28:36.102
have a pattern.

00:28:36.403 --> 00:28:38.444
So do the normal stuff, right?

00:28:38.605 --> 00:28:39.746
And then every once in a while...

00:28:40.606 --> 00:28:41.186
Shake it up.

00:28:41.207 --> 00:28:42.228
That's why there's specials.

00:28:42.248 --> 00:28:43.387
There's a blue face special.

00:28:43.428 --> 00:28:44.268
Got to throw him a curveball.

00:28:44.647 --> 00:28:45.068
Curveball.

00:28:45.388 --> 00:28:45.769
Curveball.

00:28:45.788 --> 00:28:46.469
Got to throw him a curveball.

00:28:46.548 --> 00:28:46.929
All right, guys.

00:28:46.949 --> 00:28:48.029
We're back next week.

00:28:48.109 --> 00:28:49.529
And enjoy the heat.

00:28:49.569 --> 00:28:50.089
Enjoy the heat.

00:28:50.109 --> 00:28:50.390
Stay cool.

00:28:50.410 --> 00:28:50.630
That's it.

00:28:50.650 --> 00:28:50.971
We're out.

00:28:50.990 --> 00:28:51.691
Boys, what the hell are you doing?

00:28:51.711 --> 00:28:53.030
Follow Tony Maritato on YouTube at Total

00:28:53.050 --> 00:28:53.391
Therapy Solution.

00:28:53.411 --> 00:28:53.791
Find Dave Kittle at

00:28:53.832 --> 00:28:55.612
conciergepainrelief.com and on YouTube at

00:28:55.852 --> 00:29:03.994
The Dave Kittle Show.

00:29:04.375 --> 00:29:07.498
and follow Jimmy McKay at PG Podcasts on

00:29:07.518 --> 00:29:08.699
YouTube, the socials,

00:29:08.759 --> 00:29:10.540
and wherever you binge podcasts you

00:29:10.560 --> 00:29:12.222
pretend are for CEUs.

00:29:12.542 --> 00:29:13.984
And hey, just a reminder,

00:29:14.464 --> 00:29:15.786
none of this was for advice.

00:29:15.826 --> 00:29:17.268
This was for entertainment only.

00:29:17.508 --> 00:29:18.969
Our lawyers say that counts.

00:29:19.028 --> 00:29:19.930
Thanks, Keith.