Why Most PTs Overthink Marketing (And Stay Invisible)

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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All right.

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Happy Tuesday morning to you.

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Tony Maritato, Jimmy McKay, Dave Kittle,

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probably out recording viral videos.

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That's where he is this morning.

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We're talking content.

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That's what we promised we would talk

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about last week.

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And content's everywhere, Tony.

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You can't look anywhere.

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Everything is content.

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Everything is content.

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I don't want to brag,

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but I've been a content creator since

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nineteen ninety one.

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I did the morning announcements every day

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from sixth grade through high school.

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We didn't record it, though.

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Yeah.

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There's one photo of me in the office

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for the yearbook.

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That's about it.

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But we consume content,

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whether we want to call it that.

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I feel like,

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I don't know what the term is,

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but there's a term when you use a

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word so much,

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you no longer like using that word.

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Content now just sounds icky and gross.

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Okay.

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Yeah.

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But this was sort of spurred on by

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we're always sort of talking about it,

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sharing it.

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We've got a group chat to discuss the

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topics we're going to talk about on the

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show.

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And we typically will share different

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things and sort of poke like, hey,

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why'd this work?

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Why'd this not work when I definitely

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thought it was going to?

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We'll talk specifically about Dave's.

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Did you see what his views total is

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on his zero prep?

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I mean,

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it looks like zero prep off-the-cuff video

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with his father-in-law.

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I know he cracked six figures.

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Yeah, you did.

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On a channel that I think he said

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he was averaging like a thousand or a

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hundred.

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No, like three, four hundred.

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Three,

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four hundred a pop is usually video,

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is video, you know, views.

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So we'll get into that.

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Why?

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I, of course, looked at it,

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jotted down some thoughts.

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Then I talked with my favorite artificial

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intelligence.

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It also had some thoughts.

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Some of those were the same.

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Some of those were different.

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We'll get into that.

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Have you seen...

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uh judy's videos before i shared judy and

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her and her diner uh videos judy's judy's

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breakfast no so this is a woman who

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came this is a woman who came from

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china and opened up judy's family cafe yes

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i have and yeah she makes love this

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she makes pancakes that's what judy does

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she makes pancakes it's all she does um

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But it looks like she is,

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I don't know,

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at an Alex Hormozy level of content

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creation,

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of how much she is actually creating.

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She is finding the viralest viral of

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formats and then just copying them.

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And no one cares because she puts her

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own twist on everything.

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And two things came to mind.

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One, why aren't we all doing this?

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I mean, at some point,

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healthcare providers, I don't know,

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we're going to veer off the road

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completely and go,

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should you be doing this just for views?

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And then the second question is,

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she's Judy's Family Cafe in the middle of

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nowhere, Illinois.

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I don't know how much extra pancakes she's

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selling,

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but does she become the south of the

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border...

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does she become a tourist destination?

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Cause I know she's selling t-shirts and

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coffee and her own beer on top of

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the pancakes.

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So, you know, I just, we, we,

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we dissect these things and I just love

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them so much.

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So I guess the question is now that

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Dave is here, Hey man,

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last time I looked, twenty minutes ago,

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hundred and thirty-one thousand views on

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that,

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on that video with your father-in-law.

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What happened?

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Grandfather-in-law.

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Yes.

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Uh,

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I don't know.

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I mean,

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I posted this from I reported this a

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year ago and it was him rubbing this

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black ointment.

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It's like a glycerin type of black

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ointment that kind of looks like a like

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a Vaseline or like a Bengay kind of

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thing on his knee.

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I recorded it when he was visiting here

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with us maybe like a year ago and

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I didn't post it.

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I didn't think to post it.

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I was posting stuff about my practice.

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Tony, you're a little delayed.

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OK.

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OK, I was just asking,

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why did you record it in the first

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place?

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So we have a lot of jokes,

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he's like the comedian of the family,

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but I recorded it to then send it

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to

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Annie's cousins and the aunts and uncles,

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and we are laughing at him because I

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looked up that the glycerin is meant for

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wound care, cuts, ear infections,

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and he's rubbing it on his knee for

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knee arthritis relief because his neighbor

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gave it to him.

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And that was the first line of the

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post was,

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Have you ever had a grandparent that

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trusts their neighbor more than their

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physician?

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And I was trying to get healthcare

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providers to chime in,

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which it didn't work.

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No real healthcare providers chimed in.

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Everyone else from Jamaica and Trinidad

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and Tobago jumped in.

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But I recorded it specifically to send it

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to family members only to poke fun at

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him because he makes fun of everyone else.

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He's the comedian of the family.

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Yeah.

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Yeah.

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So I knew none of this.

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I looked at it just like anybody.

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Like,

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what is this and why is it good,

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right?

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And it looked...

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The thing I think we need to remember

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is a couple things.

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One,

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most content in companies is created for

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the CEO.

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That's companies.

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Smaller companies,

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the content is created for us.

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We like it.

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Look at that high-end video.

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It's so... Oh,

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production quality is through the roof.

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But the real audience is everybody else.

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So you have to remember that.

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The second thing is, everybody,

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a lot of times you'll look at your

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own content in isolation.

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Here, look at this video,

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what do you think?

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And you have to remember,

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what's the thing someone's watching five

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videos before, four videos before,

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two videos before, three videos after?

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So to me,

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this video didn't look like content.

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It looked like you turned a camera phone

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on and started talking to a dude about

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this thing.

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So it looked like it was the antidote.

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It was the, where's this going?

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Also, where is this going?

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You sort of, without scripting this,

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had this element of like,

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what's going to happen next?

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You've seen the videos where the caption

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says, wait for it, wait for it.

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And you see something happening.

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You're like, okay,

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does this person get hurt?

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Do they fall down?

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Do they pull off an amazing trick shot?

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Like dude, perfect.

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So like you sort of had that.

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you also had this element of like listen

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troops babies old people like if you

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dislike any of those three i don't i

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don't know what to do with you right

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soldiers babies and old people so you had

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we had one of those right there so

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i think those three things sort of added

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up to it looked authentic it looked real

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i didn't know where it was going and

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this guy looked compelling and you were

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talking to him right and it asked a

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question

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Do you use this?

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Do you know what it is?

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Yada, yada, yada.

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And then the more people were, I'm from,

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I'm three hundred percent Jamaican and

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I've never heard of this or I'm from

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Jamaica.

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We use this all the time.

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There was no middle.

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It was all edge.

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It was no middle.

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It was no middle.

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No, like never heard of this.

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What does it do?

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By the way,

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just because I can't even imagine having a

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reel like Tony's that his top reel has

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gotten two point three million views,

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which is insane for this.

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I mean,

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my phone was blowing up nonstop and it

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was it reached one hundred and thirty one

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thousand views.

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What's interesting is and we could talk

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about Tony's thoughts on like it's

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relatable and meaning like a grandparent

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who's like either doing their own thing or

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they're.

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trying to, you know,

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have something that's like around the

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house that is kind of like a natural

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approach to like ease their situation.

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What's interesting is it's got two

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thousand four hundred and eighty two

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likes,

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seven hundred and forty four comments.

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Usually my posts have five likes and one

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comment.

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I mean, it's like it's insane.

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It has one thousand eight hundred and

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thirty eight people sent it to someone

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else.

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They're asking, right.

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Hey,

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do you know that like you created

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something that caught that left a hole?

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It's itchy.

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That's itchy.

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Do you know this?

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Or nostalgia, which is, hey, remember,

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is this the thing grandma used to use

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from Jamaica?

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Is this it or is it different?

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Right.

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But then also,

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eight hundred and eighty four people saved

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it.

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Like you're going to come back to this

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later.

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This is a family joke video.

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Like it's crazy.

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I don't understand that, but this,

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this place, if you save it,

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that means you think it's valuable or

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useful, right?

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Like you're sending it for yourself.

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Yeah.

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You want to be able to reference it

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later.

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Exactly.

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Exactly.

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You're, you're putting,

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you're putting some of the pine cones,

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like the acorns,

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you're burying them in the,

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in the front lawn.

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You're putting the dirt back over them.

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I'll come back to this later.

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So yeah, Instagram,

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from what I've seen anyway,

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their chief whatever, innovation officer,

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is very, very open about,

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we value this now.

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Hashtags don't matter.

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This happens.

00:09:44.486 --> 00:09:45.826
They just came out with a new update

00:09:46.648 --> 00:09:47.768
yesterday or the day before.

00:09:48.327 --> 00:09:50.168
I don't do a lot of carousel posts,

00:09:50.249 --> 00:09:51.389
the ones that you swipe through.

00:09:51.889 --> 00:09:53.830
But now if you post something and you're

00:09:53.850 --> 00:09:56.130
like, oh, slide three should be...

00:09:56.370 --> 00:09:57.511
You can just rearrange them.

00:09:58.381 --> 00:10:00.702
And people were like up in arms and

00:10:00.763 --> 00:10:01.082
joy.

00:10:01.383 --> 00:10:02.202
Thank goodness.

00:10:02.982 --> 00:10:04.082
So it shows they're listening, right?

00:10:04.322 --> 00:10:05.203
But they're very clear.

00:10:05.264 --> 00:10:05.984
And they're like, listen,

00:10:06.663 --> 00:10:08.183
Gary Vee has been saying this the last

00:10:08.303 --> 00:10:09.004
couple of weeks.

00:10:09.144 --> 00:10:09.965
And he's a little nuts,

00:10:10.024 --> 00:10:10.504
but I like it.

00:10:10.524 --> 00:10:11.264
It's my kind of nuts.

00:10:11.565 --> 00:10:12.485
I don't listen to him every day,

00:10:12.504 --> 00:10:13.645
but every couple of weeks to just sort

00:10:13.725 --> 00:10:14.466
of check the pulse.

00:10:14.785 --> 00:10:15.206
And he's like,

00:10:16.125 --> 00:10:17.927
audience size doesn't really matter as

00:10:17.986 --> 00:10:18.527
much anymore.

00:10:19.383 --> 00:10:22.864
We are not in social media or follower

00:10:22.884 --> 00:10:23.283
media.

00:10:23.705 --> 00:10:28.025
We are now more in attention and topic.

00:10:28.046 --> 00:10:31.226
So if you drop a post that like

00:10:31.846 --> 00:10:32.107
hits,

00:10:32.427 --> 00:10:34.729
like touches something in a particular

00:10:34.769 --> 00:10:35.749
way, like right now,

00:10:37.129 --> 00:10:38.931
The platforms are going to amplify that.

00:10:39.711 --> 00:10:41.673
I don't care that you have no followers,

00:10:41.852 --> 00:10:42.734
no previous whatever.

00:10:42.774 --> 00:10:44.955
You drop something and luck of the draw,

00:10:44.995 --> 00:10:48.077
the first ten people interact in ways that

00:10:48.097 --> 00:10:50.500
the platform wants you to, like a save,

00:10:50.600 --> 00:10:52.902
a share, a like, or a comment.

00:10:53.942 --> 00:10:56.845
It's sort of views or a beauty pageant

00:10:56.884 --> 00:10:57.345
metric.

00:10:57.644 --> 00:10:59.407
That's one thing I wanted to make sure

00:11:00.067 --> 00:11:01.067
that I got out today.

00:11:02.038 --> 00:11:04.038
Views are a beauty pageant metric, right?

00:11:04.259 --> 00:11:05.460
So like, is this good?

00:11:05.919 --> 00:11:06.960
A lot of people saw it.

00:11:07.740 --> 00:11:08.279
Okay, good.

00:11:08.340 --> 00:11:10.461
But did they value it enough to interact?

00:11:10.681 --> 00:11:15.282
It's social media meant to be interacted

00:11:15.322 --> 00:11:17.221
with or else we're just watching it by

00:11:17.261 --> 00:11:19.221
our TV is not social media,

00:11:19.283 --> 00:11:20.423
but we consume a lot of it.

00:11:20.783 --> 00:11:23.263
This is different because we interact with

00:11:23.302 --> 00:11:23.423
it.

00:11:23.582 --> 00:11:24.903
Social media,

00:11:25.144 --> 00:11:26.384
you got media watch on the wall.

00:11:27.078 --> 00:11:28.519
We got media watch on a little screens

00:11:28.539 --> 00:11:29.139
in our hands.

00:11:29.700 --> 00:11:31.860
One is allowed to one is you are

00:11:31.880 --> 00:11:33.681
allowed to and able to interact with it

00:11:33.740 --> 00:11:36.001
and encouraged to interact with it.

00:11:36.101 --> 00:11:36.662
I don't know, man,

00:11:36.922 --> 00:11:39.182
but you touched on a couple you touched

00:11:39.202 --> 00:11:40.543
on a couple of things by accident.

00:11:40.683 --> 00:11:41.624
We can learn a lot from it,

00:11:41.703 --> 00:11:42.703
I still think.

00:11:43.904 --> 00:11:44.085
And.

00:11:45.585 --> 00:11:47.946
You're right that maybe follower count and

00:11:47.985 --> 00:11:49.886
audience doesn't always fully matter,

00:11:49.907 --> 00:11:50.647
but this is again,

00:11:50.687 --> 00:11:52.648
this is my concierge pain relief account

00:11:52.727 --> 00:11:53.307
on Instagram,

00:11:53.748 --> 00:11:55.908
still fairly small when I post this.

00:11:56.447 --> 00:11:58.227
The account had like around two hundred

00:11:58.268 --> 00:12:01.509
and fifty followers and and we gained

00:12:02.188 --> 00:12:03.889
around four hundred and seventy one

00:12:03.950 --> 00:12:04.470
followers.

00:12:04.789 --> 00:12:07.570
So now we're like seven hundred and twenty

00:12:07.649 --> 00:12:08.269
one followers.

00:12:08.910 --> 00:12:09.931
So which is wild.

00:12:10.331 --> 00:12:11.711
It's not that I don't think followers,

00:12:12.390 --> 00:12:14.152
the follower count doesn't matter,

00:12:14.331 --> 00:12:16.792
but the people like Instagram's like, oh,

00:12:16.812 --> 00:12:17.631
look, a new thing.

00:12:18.091 --> 00:12:19.732
The quality or the type of is this

00:12:19.913 --> 00:12:20.192
good?

00:12:21.124 --> 00:12:22.504
Do these people care?

00:12:22.705 --> 00:12:23.745
And if they care,

00:12:23.826 --> 00:12:26.006
I'll show it to a few others and

00:12:26.027 --> 00:12:27.067
I'll show it to a few others.

00:12:27.427 --> 00:12:28.307
Like I've been looking at a lot of

00:12:28.327 --> 00:12:30.929
the data in the edits app.

00:12:31.009 --> 00:12:32.711
And if you haven't used the edits app,

00:12:32.870 --> 00:12:33.571
you should try it.

00:12:34.291 --> 00:12:36.011
It's a partner app with Instagram.

00:12:36.032 --> 00:12:36.932
It's an Instagram app.

00:12:37.984 --> 00:12:39.865
And it lets you do a couple,

00:12:40.004 --> 00:12:41.164
you know, add music.

00:12:41.225 --> 00:12:42.284
It's sort of how you add music to

00:12:42.345 --> 00:12:42.745
posts.

00:12:42.924 --> 00:12:43.905
One way you can add music to posts.

00:12:44.125 --> 00:12:45.225
But it'll give you great data.

00:12:45.706 --> 00:12:47.466
And what I'm always interested in is

00:12:47.486 --> 00:12:48.147
there's a graph.

00:12:48.187 --> 00:12:50.508
There's a circle graph that's showing

00:12:50.528 --> 00:12:50.967
like, hey,

00:12:50.988 --> 00:12:52.687
if this thing got five thousand views,

00:12:52.908 --> 00:12:54.708
what percentage of them are followers?

00:12:55.697 --> 00:12:57.859
what percentage of them are not and i'm

00:12:57.958 --> 00:12:59.919
very curious about that that information

00:12:59.940 --> 00:13:01.841
is very i don't know it's intriguing to

00:13:01.860 --> 00:13:04.081
me it's like well non-followers are eating

00:13:04.121 --> 00:13:06.523
this up but my followers don't care well

00:13:06.543 --> 00:13:08.443
that's weird people who say i don't want

00:13:08.464 --> 00:13:11.145
to lose connection with this account sort

00:13:11.166 --> 00:13:13.807
of don't care about this it's very it

00:13:13.826 --> 00:13:15.687
was intriguing so i'd be interested in

00:13:17.548 --> 00:13:19.009
your data set is a little smaller but

00:13:19.089 --> 00:13:19.830
i'd be interested in

00:13:21.134 --> 00:13:22.115
out of those one hundred thirty one

00:13:22.155 --> 00:13:22.636
thousand views,

00:13:22.856 --> 00:13:23.758
obviously a lot of them going to be

00:13:23.778 --> 00:13:25.139
non followers because you were starting

00:13:25.158 --> 00:13:26.440
with two fifty or whatever.

00:13:26.480 --> 00:13:26.720
Right.

00:13:27.260 --> 00:13:27.400
Right.

00:13:27.461 --> 00:13:29.623
I'd be like that shows that this left

00:13:29.663 --> 00:13:31.524
the nest and touched on a lot of

00:13:31.544 --> 00:13:33.366
things.

00:13:33.427 --> 00:13:34.888
And now Tony's back and I want to

00:13:34.967 --> 00:13:37.350
ask him like his input on why he

00:13:37.390 --> 00:13:38.991
thinks that video was relatable.

00:13:39.032 --> 00:13:40.453
But the funny thing about this video is

00:13:40.474 --> 00:13:40.634
that

00:13:42.009 --> 00:13:44.952
I posted this with zero expectation.

00:13:45.033 --> 00:13:48.277
I saw Tony in the past maybe two,

00:13:48.297 --> 00:13:48.496
three,

00:13:48.537 --> 00:13:50.840
four something weeks or so where he's

00:13:50.899 --> 00:13:53.844
posting what looked like either he looked

00:13:54.124 --> 00:13:55.946
a little different or younger or the video

00:13:55.985 --> 00:13:57.168
looked a little bit older or something.

00:13:57.207 --> 00:13:59.811
So Tony's posting evergreen content videos

00:13:59.870 --> 00:14:01.232
from years ago.

00:14:02.219 --> 00:14:03.899
And he's posting them recently.

00:14:04.318 --> 00:14:05.779
And I, it just gave me the reminder.

00:14:05.820 --> 00:14:06.299
I was like, Hey,

00:14:06.379 --> 00:14:07.879
I just need to be posting more volume.

00:14:07.899 --> 00:14:09.039
Like, don't worry about what it is.

00:14:09.080 --> 00:14:09.900
Just like, get it out there,

00:14:09.921 --> 00:14:11.640
just post it and, and share it.

00:14:12.120 --> 00:14:13.061
So that was one of them.

00:14:13.421 --> 00:14:15.761
And then I posted like an old running,

00:14:15.902 --> 00:14:17.282
like from a year or two ago of

00:14:17.322 --> 00:14:18.841
like a running video was like windy and

00:14:18.881 --> 00:14:19.222
cold.

00:14:19.263 --> 00:14:20.423
And I was like pointing at some older

00:14:20.442 --> 00:14:21.663
guy and it's like, I was like,

00:14:21.682 --> 00:14:22.283
I was like, I was like,

00:14:22.302 --> 00:14:22.783
I was like, I was like,

00:14:22.802 --> 00:14:23.283
I was like, I was like,

00:14:23.302 --> 00:14:23.783
I was like, I was like,

00:14:23.802 --> 00:14:24.364
I was like, I was like,

00:14:24.384 --> 00:14:24.803
I was like, I was like,

00:14:24.823 --> 00:14:25.323
I was like, I was like,

00:14:25.344 --> 00:14:25.884
I was like, I was like,

00:14:25.903 --> 00:14:26.443
I was like, I'm like,

00:14:26.504 --> 00:14:27.063
and I'm yelling at him.

00:14:27.083 --> 00:14:28.244
Like, we're the only ones out here.

00:14:28.303 --> 00:14:28.384
Yeah.

00:14:28.403 --> 00:14:28.764
I love it, baby.

00:14:28.783 --> 00:14:29.205
You're doing great.

00:14:29.264 --> 00:14:30.565
Like, and it was just too,

00:14:30.585 --> 00:14:31.024
it was him

00:14:31.504 --> 00:14:33.206
Like, I thought that video would have,

00:14:33.267 --> 00:14:33.988
like, blown up.

00:14:34.048 --> 00:14:35.269
And it was, like, a dud.

00:14:35.808 --> 00:14:38.152
And so I had literally zero expectation of

00:14:38.611 --> 00:14:40.734
this video of my grandfather-in-law

00:14:41.394 --> 00:14:45.019
rubbing this black balm salve ointment on

00:14:45.058 --> 00:14:45.499
his knee.

00:14:46.379 --> 00:14:48.022
And then it blew up.

00:14:48.062 --> 00:14:49.523
So I think, for me,

00:14:49.663 --> 00:14:51.164
the big takeaway is...

00:14:51.948 --> 00:14:54.211
to not overthink anything and literally

00:14:54.230 --> 00:14:56.754
just any video or picture just post it

00:14:56.933 --> 00:14:58.335
just share it and post it that's like

00:14:58.615 --> 00:15:01.577
my takeaway but i maybe moving forward can

00:15:01.618 --> 00:15:03.019
we hack it can i want to ask

00:15:03.058 --> 00:15:03.340
tony

00:15:04.527 --> 00:15:06.188
Why was this video so relatable?

00:15:06.690 --> 00:15:09.312
How could I utilize this type of feedback

00:15:09.392 --> 00:15:10.113
in the future?

00:15:10.133 --> 00:15:12.556
Should I stay away from certain types of

00:15:12.596 --> 00:15:14.937
videos that I've already learned have not

00:15:15.217 --> 00:15:17.360
resonated with new audiences?

00:15:17.600 --> 00:15:18.581
Should I do more of this?

00:15:18.621 --> 00:15:18.802
I mean,

00:15:19.322 --> 00:15:21.384
we have plenty of family members that are

00:15:21.424 --> 00:15:24.427
doing silly things against, you know,

00:15:24.648 --> 00:15:26.230
my dad's on some prescription and

00:15:26.950 --> 00:15:29.173
like like for for his heart and and

00:15:29.472 --> 00:15:31.073
like for his cholesterol and he doesn't

00:15:31.094 --> 00:15:32.535
want to take it every every day so

00:15:32.556 --> 00:15:34.357
he's taking it every other day like he's

00:15:34.378 --> 00:15:36.379
doing his own protocol on like the heart

00:15:36.399 --> 00:15:37.780
medication and it's meant to be every day

00:15:37.821 --> 00:15:39.162
and he's like ah it's like too much

00:15:39.202 --> 00:15:40.683
like i'll do it every other day so

00:15:40.724 --> 00:15:42.225
it's like we all have these silly things

00:15:42.245 --> 00:15:44.427
with our family members is that something

00:15:44.467 --> 00:15:46.850
i should focus on should i sprinkle it

00:15:46.929 --> 00:15:49.192
in what are some of your takeaways tony

00:15:49.231 --> 00:15:49.513
on this

00:15:57.267 --> 00:15:59.089
He's out of words, which is important,

00:15:59.629 --> 00:15:59.908
I think.

00:16:00.110 --> 00:16:00.690
He's out of words.

00:16:00.889 --> 00:16:02.792
He's like, nope.

00:16:02.831 --> 00:16:04.312
He's there, but we can't hear him.

00:16:04.673 --> 00:16:05.693
We'll get his thoughts.

00:16:05.914 --> 00:16:08.756
If I get cut off again, I'll just...

00:16:10.378 --> 00:16:11.198
Let me call in.

00:16:11.740 --> 00:16:12.340
Yeah, call my phone.

00:16:12.419 --> 00:16:15.423
All right, we'll get Tony on the phone.

00:16:16.195 --> 00:16:17.375
What do you think, Jimmy?

00:16:18.296 --> 00:16:19.977
Why do you think it's relatable?

00:16:20.477 --> 00:16:23.320
Number one, like I said, it's relatable.

00:16:23.720 --> 00:16:24.760
Hang on, let me put my headphones on.

00:16:25.100 --> 00:16:28.023
Number two, everything's a lottery ticket.

00:16:28.663 --> 00:16:30.365
Everything's a lottery ticket, man.

00:16:30.684 --> 00:16:33.626
Everything's a lottery ticket.

00:16:33.726 --> 00:16:36.788
I'm pretty sure Tony's probably sitting

00:16:36.828 --> 00:16:37.230
here going,

00:16:37.409 --> 00:16:39.191
I've been telling you nitwits for three

00:16:39.211 --> 00:16:41.131
years to just share every...

00:16:41.152 --> 00:16:41.533
Tony's like...

00:16:42.628 --> 00:16:44.330
If there's anything the audience takes

00:16:44.350 --> 00:16:47.052
away, Tony's like, I shot this video.

00:16:47.653 --> 00:16:48.714
How many takes did you do?

00:16:48.734 --> 00:16:49.514
He's like, takes?

00:16:49.615 --> 00:16:50.134
What are takes?

00:16:50.154 --> 00:16:51.115
Tony Maradotto.

00:16:51.956 --> 00:16:52.817
Tony Maradotto.

00:16:52.878 --> 00:16:53.238
There he is.

00:16:54.879 --> 00:16:57.261
He's probably sitting there going,

00:16:57.501 --> 00:16:58.342
what's been waiting for?

00:16:58.363 --> 00:16:59.624
I've been telling you for three years.

00:16:59.745 --> 00:17:01.466
Share anything.

00:17:01.525 --> 00:17:02.006
Hey, look.

00:17:02.267 --> 00:17:04.068
A bird flew into a window outside the

00:17:04.088 --> 00:17:04.429
clinic.

00:17:04.689 --> 00:17:05.049
Shoot it.

00:17:05.874 --> 00:17:08.596
Right, Tony?

00:17:08.615 --> 00:17:09.276
No, no, no, no.

00:17:09.655 --> 00:17:10.016
I'm kidding.

00:17:10.036 --> 00:17:11.156
I'm not going to say that.

00:17:11.196 --> 00:17:11.477
I will say,

00:17:11.497 --> 00:17:13.979
do you guys have your March Madness

00:17:14.019 --> 00:17:14.459
bracket?

00:17:14.858 --> 00:17:16.220
Are you guys doing any bracket?

00:17:16.359 --> 00:17:18.540
Yep, I am.

00:17:18.721 --> 00:17:19.102
All right.

00:17:19.122 --> 00:17:20.863
So you probably had this experience.

00:17:20.923 --> 00:17:22.824
We have our family bracket.

00:17:22.903 --> 00:17:23.824
There's six of us.

00:17:24.525 --> 00:17:25.525
I'm in first place.

00:17:25.664 --> 00:17:29.228
I know nothing about college basketball.

00:17:29.367 --> 00:17:31.169
The bigger family bracket,

00:17:31.608 --> 00:17:33.130
thirty-seven people

00:17:33.928 --> 00:17:36.869
First place is like a seven-year-old girl.

00:17:37.289 --> 00:17:38.210
She has no idea,

00:17:38.289 --> 00:17:39.431
but she's in first place.

00:17:39.471 --> 00:17:42.853
This is the same situation where, yes,

00:17:42.952 --> 00:17:44.113
to a certain degree,

00:17:44.594 --> 00:17:45.854
you put something out there.

00:17:46.034 --> 00:17:47.494
You have no idea what it's going to

00:17:47.515 --> 00:17:47.835
do.

00:17:48.016 --> 00:17:48.836
It takes off.

00:17:49.906 --> 00:17:51.728
I think with enough data points,

00:17:51.768 --> 00:17:53.170
like this is one data point.

00:17:53.630 --> 00:17:54.790
With enough data points,

00:17:54.810 --> 00:17:57.292
you can start to make some correlation

00:17:57.313 --> 00:17:59.413
that is not necessarily causation.

00:18:00.115 --> 00:18:02.656
I've got videos in my collection that I

00:18:02.717 --> 00:18:05.278
pretty well know every time I put this

00:18:05.439 --> 00:18:05.618
up,

00:18:05.798 --> 00:18:07.680
it's a half a million views or more.

00:18:08.520 --> 00:18:10.102
And I've done it three or four times

00:18:10.142 --> 00:18:10.643
in a row.

00:18:11.143 --> 00:18:12.423
It's always produced.

00:18:13.105 --> 00:18:14.685
But you guys don't have,

00:18:15.246 --> 00:18:16.886
Dave doesn't have enough data on this

00:18:16.926 --> 00:18:17.587
account yet.

00:18:18.801 --> 00:18:20.443
This is a great launching point.

00:18:20.865 --> 00:18:22.707
My concern, his concern,

00:18:22.787 --> 00:18:25.769
everybody listening's concern is he's not

00:18:25.829 --> 00:18:27.652
interested in building a media company.

00:18:27.751 --> 00:18:30.634
He still wants and has a real business.

00:18:30.894 --> 00:18:32.096
So it's like we don't want to get

00:18:32.135 --> 00:18:34.618
distracted with posting a bunch of stuff

00:18:34.659 --> 00:18:35.740
to get views,

00:18:36.260 --> 00:18:38.522
which is fun and it's exciting and it

00:18:38.563 --> 00:18:39.924
kind of keeps things interesting.

00:18:41.256 --> 00:18:43.000
But those views aren't going to turn into

00:18:43.099 --> 00:18:45.443
visits or revenue or profitability.

00:18:45.525 --> 00:18:47.709
That was my next point.

00:18:47.868 --> 00:18:48.509
And I said,

00:18:49.332 --> 00:18:51.214
views of the beauty pageant metric now

00:18:52.987 --> 00:18:55.669
neck one level deep is saves or shares

00:18:55.709 --> 00:18:58.230
or comments like i've been sharing i found

00:18:58.349 --> 00:19:00.151
pt cast which is how you apply for

00:19:00.191 --> 00:19:01.291
pt school they gave out a lot of

00:19:01.332 --> 00:19:03.333
data so i've been using chat gp to

00:19:03.353 --> 00:19:06.494
make visualizations hey here's america and

00:19:06.654 --> 00:19:08.855
uh the green states are the expensive

00:19:08.895 --> 00:19:10.136
states to go to pt school or the

00:19:10.156 --> 00:19:12.357
right whatever and people were like i went

00:19:12.377 --> 00:19:15.039
to school in and i had this much

00:19:15.079 --> 00:19:16.119
debt i went to school in

00:19:17.809 --> 00:19:18.029
Good.

00:19:18.510 --> 00:19:19.392
Thank you for interacting.

00:19:19.751 --> 00:19:20.432
I appreciate it.

00:19:20.452 --> 00:19:22.255
So I'm just putting up things that I'm

00:19:22.275 --> 00:19:23.096
like, what do you think?

00:19:23.616 --> 00:19:24.057
What do you think?

00:19:24.077 --> 00:19:24.458
What do you know?

00:19:24.838 --> 00:19:26.840
Instead of, hi,

00:19:26.921 --> 00:19:28.262
I'm an authority and you should all

00:19:28.282 --> 00:19:29.223
believe what I'm saying.

00:19:30.885 --> 00:19:32.407
Which of course is also a good strategy

00:19:32.428 --> 00:19:33.288
because people will come in and be like,

00:19:33.328 --> 00:19:34.009
you're a nitwit.

00:19:34.049 --> 00:19:35.270
You're a bag of hot air.

00:19:35.791 --> 00:19:36.031
Right?

00:19:36.352 --> 00:19:37.212
Which I still think...

00:19:38.288 --> 00:19:39.868
which I still think is why a lot

00:19:39.909 --> 00:19:41.729
of people will grab a microphone or a

00:19:41.769 --> 00:19:44.069
camera and flop because they're like,

00:19:44.170 --> 00:19:45.671
I went on there and told people stuff

00:19:45.711 --> 00:19:46.451
for forty-five minutes.

00:19:46.471 --> 00:19:47.832
And I go, that's a lecture.

00:19:48.811 --> 00:19:50.051
When have you ever said I got lectured

00:19:50.071 --> 00:19:51.113
to yesterday and that was a good

00:19:51.153 --> 00:19:51.593
experience?

00:19:52.073 --> 00:19:53.993
People want to interact.

00:19:54.273 --> 00:19:55.595
I was saying this before, Tony.

00:19:55.914 --> 00:19:57.394
This is social media.

00:19:57.454 --> 00:19:58.976
I can watch TV on the wall over

00:19:59.915 --> 00:20:00.476
my shoulder.

00:20:01.017 --> 00:20:01.676
That's media.

00:20:02.037 --> 00:20:03.156
I can interact with that.

00:20:03.538 --> 00:20:04.357
I can hear.

00:20:04.377 --> 00:20:05.577
And when you give me a chance and

00:20:05.597 --> 00:20:06.999
a reason, people do.

00:20:08.334 --> 00:20:10.894
Real quick, going back to Dave's question,

00:20:11.494 --> 00:20:13.056
I had told you guys when I watched

00:20:13.076 --> 00:20:13.655
that video,

00:20:13.717 --> 00:20:15.376
I didn't know it was Dave's video.

00:20:16.077 --> 00:20:17.097
Immediately,

00:20:17.557 --> 00:20:20.700
the little old man reminded me of my

00:20:20.819 --> 00:20:23.901
grandpa, my mother-in-law.

00:20:24.961 --> 00:20:25.481
Instantly,

00:20:25.501 --> 00:20:27.282
it took me back to my mother-in-law's

00:20:27.363 --> 00:20:27.883
kitchen.

00:20:28.442 --> 00:20:31.845
She had a little glass jar of black

00:20:31.884 --> 00:20:32.365
salve.

00:20:32.384 --> 00:20:34.546
She called it drawing salve.

00:20:34.586 --> 00:20:35.967
She put it on splinters.

00:20:36.007 --> 00:20:36.567
If a kid

00:20:37.050 --> 00:20:38.672
and there were millions of kids around in

00:20:38.692 --> 00:20:40.373
the family, had a splinter,

00:20:40.413 --> 00:20:42.213
she'd put this little black cream on,

00:20:42.673 --> 00:20:44.674
and supposedly it would suck out the

00:20:44.734 --> 00:20:45.214
splinter.

00:20:45.734 --> 00:20:47.777
And I think the people who were watching

00:20:47.817 --> 00:20:50.538
that video immediately went to grandma,

00:20:50.577 --> 00:20:52.358
grandpa, abuela, abuelo.

00:20:53.598 --> 00:20:55.460
There's that connection that happened for

00:20:55.480 --> 00:20:55.681
them.

00:20:55.901 --> 00:20:56.760
Yeah.

00:20:57.280 --> 00:20:58.162
I'm putting up on the screen,

00:20:58.182 --> 00:20:59.041
I don't know if you can see it.

00:21:01.451 --> 00:21:03.913
This is Maslow's hierarchy of needs,

00:21:03.952 --> 00:21:05.453
but laid over business.

00:21:05.614 --> 00:21:07.835
This is the B to C value pyramid.

00:21:08.194 --> 00:21:09.455
And the reason I'm putting that up there

00:21:09.576 --> 00:21:13.999
is nostalgia is halfway up that in that

00:21:14.038 --> 00:21:16.340
emotional thing right there in the middle.

00:21:16.721 --> 00:21:18.162
So you're sharing something that connects

00:21:18.182 --> 00:21:19.001
with so many people,

00:21:19.442 --> 00:21:21.064
babies and old people, right?

00:21:21.604 --> 00:21:23.644
We all were a baby or have babies

00:21:23.865 --> 00:21:24.766
in our life some way.

00:21:25.326 --> 00:21:26.007
And then old people,

00:21:26.067 --> 00:21:27.448
hopefully we're lucky enough to have some

00:21:27.488 --> 00:21:28.548
old people and one day we're going to

00:21:28.588 --> 00:21:28.828
be one.

00:21:29.813 --> 00:21:32.434
right so like is that why I mean

00:21:32.535 --> 00:21:33.695
ninety percent of the battle is getting

00:21:33.715 --> 00:21:35.617
people to stop and watch the first five

00:21:35.678 --> 00:21:39.961
seconds so I think it's fantastic I I

00:21:40.000 --> 00:21:42.343
copied a trend twice I'm sure you guys

00:21:42.363 --> 00:21:45.326
have seen this trend the first the first

00:21:45.405 --> 00:21:48.989
still photo or video with no audio is

00:21:49.308 --> 00:21:50.589
someone looking into the camera or

00:21:50.609 --> 00:21:50.930
whatever

00:21:53.051 --> 00:21:55.173
And the on-screen caption is, hey, blah,

00:21:55.192 --> 00:21:55.613
blah, blah.

00:21:55.712 --> 00:21:57.093
What were you like in the nineties?

00:21:57.192 --> 00:21:57.993
Do you remember this one?

00:21:58.653 --> 00:21:59.334
Have you seen this one?

00:21:59.534 --> 00:22:00.273
What were you like in the nineties?

00:22:00.294 --> 00:22:00.954
Yeah, I remember.

00:22:01.055 --> 00:22:02.394
And then the Goo Goo Dolls, Iris,

00:22:02.434 --> 00:22:02.815
of course,

00:22:02.855 --> 00:22:03.875
a nineties hit is playing in the

00:22:03.915 --> 00:22:04.596
background.

00:22:04.715 --> 00:22:05.875
That was from your ninety four,

00:22:05.895 --> 00:22:07.757
ninety five City of Angels, Nicolas Cage,

00:22:07.797 --> 00:22:08.136
Meg Ryan.

00:22:08.817 --> 00:22:09.477
And it's playing there.

00:22:09.517 --> 00:22:11.397
So instantly the song takes you to a

00:22:11.458 --> 00:22:11.798
place.

00:22:11.958 --> 00:22:12.798
So if you were,

00:22:12.857 --> 00:22:14.439
if the nineties was your jam,

00:22:14.618 --> 00:22:16.058
which is like, I don't know,

00:22:16.078 --> 00:22:18.079
forty year olds, fifty year old,

00:22:18.099 --> 00:22:18.859
the nineties was your jam.

00:22:18.880 --> 00:22:19.721
You're like, what's this?

00:22:19.961 --> 00:22:20.580
Thirty year olds, too.

00:22:21.633 --> 00:22:22.032
Got it.

00:22:22.053 --> 00:22:26.414
And is what were you like?

00:22:26.634 --> 00:22:28.496
There's that element of what's going to

00:22:28.516 --> 00:22:29.076
happen next.

00:22:29.116 --> 00:22:29.596
And of course,

00:22:29.636 --> 00:22:31.798
the next thing is a montage of people's

00:22:31.837 --> 00:22:33.659
pictures or little videos from the

00:22:33.719 --> 00:22:34.058
nineties.

00:22:34.098 --> 00:22:35.019
And it's a cool throwback.

00:22:35.319 --> 00:22:36.519
It's touching on nostalgia.

00:22:37.661 --> 00:22:38.421
I did one.

00:22:38.580 --> 00:22:38.941
Of course,

00:22:39.142 --> 00:22:40.362
I'm not going to do the regular one.

00:22:40.501 --> 00:22:41.143
I twist it.

00:22:41.262 --> 00:22:42.502
So I did two versions of this.

00:22:42.942 --> 00:22:43.604
I saw one of them.

00:22:44.513 --> 00:22:46.835
One of them did okay and got probably

00:22:47.134 --> 00:22:48.454
five thousand views when I'm normally

00:22:48.474 --> 00:22:49.394
getting two or three.

00:22:49.954 --> 00:22:51.276
The other got a hundred and like a

00:22:51.496 --> 00:22:51.895
like a lot.

00:22:51.915 --> 00:22:52.395
I can't remember.

00:22:52.476 --> 00:22:53.276
I'll look it up in a second.

00:22:53.455 --> 00:22:55.175
But it got like four thousand percent

00:22:55.215 --> 00:22:55.336
over.

00:22:55.675 --> 00:22:57.136
The first one I did that did okay

00:22:57.436 --> 00:22:58.636
is I put a picture of me up

00:22:58.696 --> 00:22:58.997
now.

00:22:59.576 --> 00:23:00.657
And what were you like in the nineties?

00:23:00.837 --> 00:23:01.157
And I was like,

00:23:01.178 --> 00:23:02.057
I got to have some fun with it.

00:23:02.438 --> 00:23:03.298
And when I was a kid,

00:23:03.557 --> 00:23:05.378
the TV show that was popping was Dawson's

00:23:05.439 --> 00:23:05.739
Creek.

00:23:05.759 --> 00:23:06.278
And people were like,

00:23:06.318 --> 00:23:07.358
you kind of look like Pacey.

00:23:07.538 --> 00:23:08.138
And when you get caught,

00:23:08.159 --> 00:23:09.159
when you get totally look like a kid

00:23:09.179 --> 00:23:10.940
on TV, when you're fifteen,

00:23:11.099 --> 00:23:11.619
you run with it.

00:23:13.153 --> 00:23:13.594
So, of course,

00:23:13.814 --> 00:23:16.355
I made a montage of Joshua Jackson in

00:23:16.555 --> 00:23:17.115
nineties roles,

00:23:17.214 --> 00:23:19.996
which was Mighty Ducks and that's the one

00:23:20.076 --> 00:23:20.635
I saw,

00:23:20.655 --> 00:23:22.396
which was canon from one from when I

00:23:22.416 --> 00:23:22.997
was in the nineties.

00:23:23.037 --> 00:23:23.176
Right.

00:23:23.416 --> 00:23:24.537
The second one I did,

00:23:24.636 --> 00:23:25.778
I was literally driving.

00:23:25.877 --> 00:23:27.538
And here's the here's one takeaway.

00:23:27.857 --> 00:23:28.857
Sometimes you get to get the hell out

00:23:28.877 --> 00:23:30.078
of your house to get good ideas.

00:23:30.558 --> 00:23:32.219
I'm driving and I'm like thinking about

00:23:32.239 --> 00:23:32.578
that video.

00:23:32.598 --> 00:23:33.779
I'm like, that video is kind of funny.

00:23:34.844 --> 00:23:36.085
How do I make it funny for everybody?

00:23:36.205 --> 00:23:37.426
It was funny for me because it was

00:23:37.446 --> 00:23:38.627
like, oh, it's not him.

00:23:38.788 --> 00:23:39.169
Got it.

00:23:39.209 --> 00:23:39.628
Ha ha ha.

00:23:39.648 --> 00:23:40.730
That's kind of cute, I guess.

00:23:41.230 --> 00:23:41.671
And then I was like,

00:23:41.872 --> 00:23:42.632
we need to poke fun.

00:23:42.673 --> 00:23:44.994
What if we personified the profession of

00:23:45.015 --> 00:23:45.695
physical therapy?

00:23:46.758 --> 00:23:49.220
So I AI generated two physical therapists

00:23:49.420 --> 00:23:49.900
today.

00:23:50.420 --> 00:23:50.820
I said,

00:23:50.861 --> 00:23:52.281
give me like two physical therapists,

00:23:52.422 --> 00:23:54.722
modern gin setup, athletic wear.

00:23:54.863 --> 00:23:57.065
And then I said, hey, physical therapy,

00:23:57.085 --> 00:23:58.125
what were you like in the nineties?

00:23:58.205 --> 00:23:59.967
And then of course I went to grainy

00:24:00.146 --> 00:24:02.828
AI generated photos of grainy nineties

00:24:02.848 --> 00:24:05.590
vibe, beige wallpaper, polo and khakis,

00:24:05.990 --> 00:24:07.152
white new balance sneakers,

00:24:07.571 --> 00:24:08.372
all modalities.

00:24:08.833 --> 00:24:12.214
So it was like traction, e-stim, hot pack.

00:24:12.914 --> 00:24:15.537
And I got two things similar to Dave's.

00:24:15.817 --> 00:24:16.137
I got

00:24:17.093 --> 00:24:17.833
That's garbage.

00:24:18.374 --> 00:24:21.075
I'm offended by your statement that that's

00:24:21.154 --> 00:24:22.935
all we... Guys, it's satire.

00:24:22.976 --> 00:24:23.957
Saturday Night Live does this.

00:24:24.277 --> 00:24:24.957
You get it, right?

00:24:25.217 --> 00:24:25.837
But that's fine.

00:24:25.917 --> 00:24:27.338
I'll take the comments and the satire.

00:24:27.598 --> 00:24:29.380
And then I got... Yeah, that was us.

00:24:29.500 --> 00:24:30.240
Yeah.

00:24:30.279 --> 00:24:30.799
We did that.

00:24:30.819 --> 00:24:31.721
We got paid for it too.

00:24:31.740 --> 00:24:32.381
I'm like, got it.

00:24:32.862 --> 00:24:34.481
I touched on the same things in a

00:24:34.521 --> 00:24:35.202
different way.

00:24:35.563 --> 00:24:36.884
But that should be a lesson.

00:24:36.903 --> 00:24:37.963
There's another data point.

00:24:38.865 --> 00:24:41.425
That one popped off by an order of

00:24:41.506 --> 00:24:42.787
magnitude of like a hundred.

00:24:43.262 --> 00:24:45.703
I was just going to ask you which

00:24:45.763 --> 00:24:46.384
one performed better.

00:24:46.404 --> 00:24:47.365
That one performed better.

00:24:47.404 --> 00:24:52.468
That one got more comments too.

00:24:52.508 --> 00:24:55.148
The one about me being pacey from

00:24:55.189 --> 00:24:58.309
whatever, that got... Now I can't find it.

00:24:58.329 --> 00:25:00.932
Did I share it that long ago?

00:25:00.951 --> 00:25:02.311
That one got...

00:25:02.332 --> 00:25:03.452
That one got two thousand views.

00:25:03.492 --> 00:25:04.712
The one about physical therapy got

00:25:04.814 --> 00:25:06.074
forty-one thousand.

00:25:06.994 --> 00:25:08.115
Talking about yourself.

00:25:08.795 --> 00:25:09.115
That's okay.

00:25:09.516 --> 00:25:10.816
Talking about all of us.

00:25:10.836 --> 00:25:11.916
Ding, ding, ding, ding.

00:25:13.846 --> 00:25:15.567
letting me interact, giving me an opening,

00:25:15.606 --> 00:25:17.426
giving me a chance to interact.

00:25:18.307 --> 00:25:21.107
So I started this off by talking about

00:25:21.167 --> 00:25:21.928
Judy's Cafe.

00:25:21.968 --> 00:25:23.269
And my computer's a little wonky or else

00:25:23.328 --> 00:25:24.469
I'd have the videos on screen.

00:25:25.068 --> 00:25:26.250
Look up Judy's Cafe.

00:25:26.710 --> 00:25:28.109
She's a woman who came from China.

00:25:28.130 --> 00:25:29.150
She immigrated from China.

00:25:29.570 --> 00:25:31.310
She opened up a cafe after working in

00:25:31.351 --> 00:25:32.651
someone else's restaurant for years.

00:25:33.652 --> 00:25:35.211
And she just owns one cafe,

00:25:35.332 --> 00:25:37.192
not a franchise, not in a big town,

00:25:37.432 --> 00:25:38.373
rural Illinois.

00:25:38.932 --> 00:25:40.614
And she takes other viral trends,

00:25:42.513 --> 00:25:44.515
It doesn't need high production value.

00:25:44.775 --> 00:25:46.336
So she uses all these viral hooks,

00:25:46.695 --> 00:25:48.436
stitches them together.

00:25:48.817 --> 00:25:50.438
My guess is she spends two to three

00:25:50.458 --> 00:25:51.357
days a week doing this,

00:25:51.417 --> 00:25:53.058
which is brilliant because her job is

00:25:53.219 --> 00:25:53.680
eyeballs.

00:25:53.940 --> 00:25:55.441
And hopefully eyeballs lead to online

00:25:55.480 --> 00:25:58.301
sales and hopefully traffic.

00:25:58.321 --> 00:25:59.563
But that's less likely because she's in

00:25:59.643 --> 00:26:00.482
rural Illinois.

00:26:00.703 --> 00:26:02.223
So my question to loop both of these

00:26:02.263 --> 00:26:04.385
topics together, this is great.

00:26:05.373 --> 00:26:07.795
but unless you're a virtual PT, I mean,

00:26:07.835 --> 00:26:08.615
being in New York city,

00:26:08.675 --> 00:26:09.476
Dave's got an advantage.

00:26:09.496 --> 00:26:10.477
There's a big audience there.

00:26:11.018 --> 00:26:11.999
This is nice,

00:26:12.038 --> 00:26:14.681
but is it necessary or how do you

00:26:15.020 --> 00:26:15.441
use it?

00:26:15.821 --> 00:26:17.942
How can we use it to an advantage?

00:26:18.002 --> 00:26:22.227
Paul says, just for the audience, the,

00:26:22.487 --> 00:26:23.728
the viral hooks, it's,

00:26:23.928 --> 00:26:25.430
it's kind of like you're stealing the

00:26:25.509 --> 00:26:27.811
first couple seconds of a different video,

00:26:27.872 --> 00:26:28.132
right?

00:26:28.152 --> 00:26:30.314
Of like a, like a, like a,

00:26:30.334 --> 00:26:30.493
like a,

00:26:30.673 --> 00:26:32.434
like a fake car accident or someone falls

00:26:32.474 --> 00:26:33.175
off a gurney.

00:26:33.195 --> 00:26:34.176
You saw that one or,

00:26:34.836 --> 00:26:36.417
I like the one where there's a woman,

00:26:36.479 --> 00:26:38.180
crazy good kickboxer,

00:26:38.539 --> 00:26:40.101
and there's a bottle of water on top

00:26:40.141 --> 00:26:41.321
of a kicking pad.

00:26:41.642 --> 00:26:42.262
She kicks it.

00:26:42.282 --> 00:26:43.364
The bottle goes up in the air.

00:26:43.584 --> 00:26:45.384
She kicks it again off screen,

00:26:45.484 --> 00:26:47.426
and then someone does something with that.

00:26:48.507 --> 00:26:49.948
Listen, this is how stand-up comedy works.

00:26:50.108 --> 00:26:53.090
There's set-up, hook, set-up, punchline,

00:26:53.270 --> 00:26:54.412
set-up, punchline.

00:26:55.011 --> 00:26:56.032
Now, this is great for, again,

00:26:56.053 --> 00:26:57.212
the beauty pageant metric,

00:26:57.753 --> 00:26:59.795
but how do we steal this?

00:26:59.974 --> 00:27:01.075
So that's what I wanted to sort of

00:27:01.115 --> 00:27:01.915
pose to you guys.

00:27:02.276 --> 00:27:02.576
Dave,

00:27:02.875 --> 00:27:04.477
let's say you were consistently getting

00:27:04.876 --> 00:27:07.159
five to ten thousand views per whatever.

00:27:07.578 --> 00:27:10.140
I'm sure if you looked into the data

00:27:10.240 --> 00:27:10.980
on Instagram,

00:27:11.000 --> 00:27:12.381
it'll tell you where those people are from

00:27:12.520 --> 00:27:13.241
country-wise.

00:27:13.682 --> 00:27:15.083
If they're from all over the place,

00:27:15.843 --> 00:27:16.703
my question is,

00:27:16.923 --> 00:27:18.664
how do we actually use that to drive

00:27:18.704 --> 00:27:19.904
what we're trying to do,

00:27:19.924 --> 00:27:21.105
which is patient care?

00:27:23.835 --> 00:27:24.576
For better or for worse,

00:27:24.615 --> 00:27:25.817
I think the more followers,

00:27:25.836 --> 00:27:26.557
the more engagement,

00:27:26.597 --> 00:27:28.460
the more interesting videos you have.

00:27:28.500 --> 00:27:28.839
Of course,

00:27:29.800 --> 00:27:32.262
I'm not going to capture people in Jamaica

00:27:32.583 --> 00:27:35.006
or Ohio or California that are then going

00:27:35.026 --> 00:27:36.467
to come do business with us.

00:27:36.507 --> 00:27:39.430
Maybe some small amount will want to do

00:27:40.671 --> 00:27:42.593
a virtual visit or consult with us,

00:27:42.633 --> 00:27:44.054
just like people have reached out to Tony,

00:27:44.074 --> 00:27:47.577
especially because of his Facebook group

00:27:47.678 --> 00:27:48.878
and his YouTube reach and all that.

00:27:50.278 --> 00:27:51.240
So that's a little bit, but again,

00:27:51.339 --> 00:27:52.140
I'm not trying to do it.

00:27:52.180 --> 00:27:53.441
It would be like one of my therapists

00:27:53.461 --> 00:27:53.820
doing it.

00:27:54.881 --> 00:27:58.823
But I still think the broad scale of

00:27:58.903 --> 00:28:01.924
followers and kind of making these like

00:28:02.625 --> 00:28:04.566
potentially not artificial,

00:28:04.605 --> 00:28:08.008
but the approach of having some goal of

00:28:08.307 --> 00:28:11.068
getting more reach and more engagement

00:28:11.169 --> 00:28:12.630
when local folks...

00:28:13.422 --> 00:28:14.363
see your profile,

00:28:14.843 --> 00:28:16.565
they'll be more likely to like follow or

00:28:16.605 --> 00:28:18.906
comment or engage because for better or

00:28:18.926 --> 00:28:19.446
for worse,

00:28:19.846 --> 00:28:21.909
they're seeing like if they come across

00:28:21.949 --> 00:28:23.770
Tony's account, if someone in,

00:28:24.391 --> 00:28:25.692
if someone in Cleveland,

00:28:25.751 --> 00:28:28.153
Ohio comes across Tony's account,

00:28:28.994 --> 00:28:30.997
they might be more likely to drive out

00:28:31.017 --> 00:28:32.738
of their way or something to go and

00:28:32.798 --> 00:28:34.859
see Tony for a visit or a couple

00:28:34.880 --> 00:28:36.260
of visits or a week or something like

00:28:36.300 --> 00:28:38.323
that because of the,

00:28:39.308 --> 00:28:39.869
again, like I said,

00:28:39.890 --> 00:28:40.609
for better or for worse,

00:28:40.630 --> 00:28:43.291
the social proof or the credibility that

00:28:43.352 --> 00:28:46.414
that account has garnered across all these

00:28:46.454 --> 00:28:46.855
other people.

00:28:46.934 --> 00:28:48.256
And so it's a little bit of like,

00:28:49.057 --> 00:28:49.737
there's authority,

00:28:49.757 --> 00:28:50.778
there's credibility there.

00:28:51.238 --> 00:28:52.598
There's some amount of trust.

00:28:52.619 --> 00:28:54.141
They're like, okay, well this, you know,

00:28:54.181 --> 00:28:57.083
Tony's accounts get thousands or millions

00:28:57.103 --> 00:28:59.045
of views and a ton of comments and

00:28:59.065 --> 00:28:59.565
engagement.

00:29:00.605 --> 00:29:02.968
So I still think there's a way,

00:29:03.028 --> 00:29:04.729
and it's probably not clear cut,

00:29:04.788 --> 00:29:08.392
but using the bigger scale of reach,

00:29:09.082 --> 00:29:10.242
but still focusing on like,

00:29:10.423 --> 00:29:10.923
how do I just,

00:29:11.042 --> 00:29:11.844
how do I stay local?

00:29:11.884 --> 00:29:13.244
Because the local people are the ones that

00:29:13.265 --> 00:29:14.885
are going to transact with us and do

00:29:14.905 --> 00:29:16.527
business with us and work with us.

00:29:16.866 --> 00:29:18.407
So Gary, you know, Gary Vee said this,

00:29:18.428 --> 00:29:19.409
other people have said this, like,

00:29:19.469 --> 00:29:19.729
he's like,

00:29:19.749 --> 00:29:21.430
if I'm launching a brick and mortar

00:29:21.450 --> 00:29:22.290
business today,

00:29:22.770 --> 00:29:24.251
I'm going to follow every coffee shop,

00:29:24.311 --> 00:29:26.773
every yoga studio, every gym,

00:29:26.814 --> 00:29:28.714
every fitness trainer in my zip code.

00:29:28.934 --> 00:29:29.496
Like he was like,

00:29:29.556 --> 00:29:31.297
my attack plan would be become king of

00:29:31.336 --> 00:29:32.877
my zip code in thirty days or less.

00:29:33.577 --> 00:29:34.778
And then you go and you comment on

00:29:34.939 --> 00:29:35.700
anything local.

00:29:35.740 --> 00:29:37.340
There's a five K you comment on it.

00:29:38.060 --> 00:29:39.442
You become king of the zip code.

00:29:39.882 --> 00:29:41.041
And what that does is it connects you

00:29:41.082 --> 00:29:42.022
to local people.

00:29:42.762 --> 00:29:43.903
Again, views are nice,

00:29:43.923 --> 00:29:47.105
but people watching you in Iowa doesn't

00:29:47.144 --> 00:29:48.506
help you if you have a practice in

00:29:48.546 --> 00:29:48.986
New York.

00:29:49.506 --> 00:29:50.906
Maybe a little bit of social cred,

00:29:50.946 --> 00:29:52.007
but I don't even know if the juice

00:29:52.027 --> 00:29:52.688
is worth the squeeze.

00:29:53.667 --> 00:29:54.909
Antonio's got a huge comment.

00:29:55.328 --> 00:29:55.648
I read it.

00:29:55.709 --> 00:29:57.029
I'll essentially summarize.

00:29:57.410 --> 00:29:58.650
Antonio's saying, "...content is great.

00:29:58.750 --> 00:29:59.550
I believe if you're willing to put

00:29:59.830 --> 00:30:01.731
yourself out there, it is worth it.

00:30:02.652 --> 00:30:05.192
It is worth to juice medical... Okay,

00:30:05.212 --> 00:30:06.233
juice versus squeeze ratio."

00:30:06.973 --> 00:30:08.315
He's saying like, well,

00:30:08.734 --> 00:30:10.256
other clinicians tear each other down.

00:30:10.696 --> 00:30:12.577
I don't disagree that that's a thing.

00:30:13.097 --> 00:30:14.318
I think the biggest hurdle is I don't

00:30:14.338 --> 00:30:15.740
know where to start or is this worth

00:30:15.779 --> 00:30:16.119
my time?

00:30:16.361 --> 00:30:17.361
I don't think it's like, well,

00:30:17.381 --> 00:30:18.382
then people are going to shit on me,

00:30:19.041 --> 00:30:19.982
which is always,

00:30:20.002 --> 00:30:21.344
I'm going to look deep into the camera

00:30:21.364 --> 00:30:23.685
now, always going to happen.

00:30:23.705 --> 00:30:25.446
There's a great phrase or quote,

00:30:25.467 --> 00:30:25.787
people like,

00:30:26.067 --> 00:30:27.807
you will never be criticized by someone

00:30:27.827 --> 00:30:28.449
doing more than you.

00:30:29.280 --> 00:30:30.803
you'll always be criticized by someone

00:30:30.843 --> 00:30:31.503
doing less than you.

00:30:31.683 --> 00:30:33.306
Like why?

00:30:33.326 --> 00:30:34.807
By the way, with my, with my post,

00:30:34.866 --> 00:30:37.170
there were some people commenting that,

00:30:37.748 --> 00:30:40.628
saying that so that the grandfather-in-law

00:30:40.729 --> 00:30:41.769
in the video that we're talking about from

00:30:41.809 --> 00:30:45.990
my account yeah he's sicilian and he was

00:30:46.070 --> 00:30:48.451
actually born raised in tunisia it's like

00:30:49.011 --> 00:30:50.833
or he lived in tunisia or whatever so

00:30:50.853 --> 00:30:52.634
but people in the comments some people

00:30:52.653 --> 00:30:55.035
from jamaica were saying this white man is

00:30:55.055 --> 00:30:57.596
going to steal this black dressing this

00:30:57.756 --> 00:30:59.796
ointment and and sell it and make millions

00:30:59.816 --> 00:31:00.616
and and

00:31:02.597 --> 00:31:04.019
I was like, man, it's the internet.

00:31:04.038 --> 00:31:06.160
Like, yeah, it's the internet.

00:31:06.259 --> 00:31:07.340
If you think people are weird,

00:31:07.381 --> 00:31:08.701
like go to the internet.

00:31:08.741 --> 00:31:12.003
Like I'm like, I'm like, he's not,

00:31:12.064 --> 00:31:13.203
I mean, maybe he looks a little,

00:31:13.324 --> 00:31:14.484
I'm like, he is not white.

00:31:14.545 --> 00:31:15.705
He's when he tans,

00:31:15.746 --> 00:31:17.767
he's got a way darker shade.

00:31:17.787 --> 00:31:19.548
I mean, he's, he's, he's, he's from,

00:31:19.827 --> 00:31:21.009
you know, Sicily.

00:31:21.169 --> 00:31:22.910
Like everyone's got darker skin there.

00:31:23.270 --> 00:31:25.152
Do people will take a dump on anything?

00:31:25.932 --> 00:31:26.893
Tony, you're going to say something.

00:31:28.854 --> 00:31:30.234
I don't know.

00:31:30.474 --> 00:31:31.875
I agree with everything you guys are

00:31:31.894 --> 00:31:32.255
saying.

00:31:32.335 --> 00:31:34.316
I agree with the social proof of having

00:31:34.355 --> 00:31:35.155
a large account.

00:31:36.497 --> 00:31:38.978
I don't think it's worth paying for fake

00:31:39.018 --> 00:31:39.778
subscribers.

00:31:39.798 --> 00:31:40.738
No.

00:31:41.038 --> 00:31:44.318
But I definitely think having true organic

00:31:44.419 --> 00:31:48.020
reach in this case instantly gives Dave

00:31:48.060 --> 00:31:48.921
some credibility,

00:31:48.961 --> 00:31:50.260
especially when he's reaching out to

00:31:50.300 --> 00:31:53.122
physicians and other local referral

00:31:53.162 --> 00:31:53.782
sources.

00:31:54.423 --> 00:31:54.843
Bingo.

00:31:55.810 --> 00:31:56.771
Go ahead, Jimmy.

00:31:56.811 --> 00:31:57.813
Dave, you've got to pin that.

00:31:58.353 --> 00:32:00.134
That video needs to be pinned so it's

00:32:00.154 --> 00:32:00.355
at the top.

00:32:00.375 --> 00:32:02.155
Oh, yeah, yeah, yeah.

00:32:02.277 --> 00:32:03.277
Because I went to look for it this

00:32:03.336 --> 00:32:03.597
morning.

00:32:05.900 --> 00:32:07.121
I'm going down to Danny.

00:32:07.181 --> 00:32:09.482
This is on topic.

00:32:09.542 --> 00:32:10.083
I'm going down.

00:32:10.202 --> 00:32:11.423
You guys know Danny Maté, right?

00:32:12.826 --> 00:32:13.185
Sure.

00:32:13.205 --> 00:32:16.328
I still don't understand why it's not

00:32:16.368 --> 00:32:16.648
Matta.

00:32:18.023 --> 00:32:19.265
I called him Danny Manna for years,

00:32:19.305 --> 00:32:20.246
and he never corrected me.

00:32:20.346 --> 00:32:22.067
I called him to his face,

00:32:22.147 --> 00:32:23.608
and he was just like, that's okay.

00:32:23.669 --> 00:32:24.809
That's sort of all you need to know

00:32:24.829 --> 00:32:25.349
about Danny.

00:32:25.671 --> 00:32:27.071
He literally wrote a book called Buck

00:32:27.112 --> 00:32:29.134
Insurance, and he just doesn't care.

00:32:29.173 --> 00:32:29.953
He's like, okay.

00:32:30.454 --> 00:32:32.135
He is Mel Robbins.

00:32:32.757 --> 00:32:33.857
Let them.

00:32:33.897 --> 00:32:34.458
Twenty years ago.

00:32:34.577 --> 00:32:35.259
Just like, okay.

00:32:35.278 --> 00:32:35.778
You don't like me?

00:32:35.898 --> 00:32:36.299
Okay, great.

00:32:36.339 --> 00:32:36.640
Moving on.

00:32:37.180 --> 00:32:37.401
Anyway,

00:32:37.441 --> 00:32:39.021
I'm going down to he has a gathering

00:32:39.041 --> 00:32:40.282
twice, I think,

00:32:40.323 --> 00:32:42.244
a year of all the people he coaches.

00:32:43.545 --> 00:32:44.085
business-wise.

00:32:44.165 --> 00:32:44.586
And he says,

00:32:45.405 --> 00:32:46.366
you can open a cash practice.

00:32:46.527 --> 00:32:47.207
I'll show you how to do it.

00:32:48.228 --> 00:32:49.509
The problem is he keeps doing it.

00:32:49.828 --> 00:32:51.109
He keeps doing it.

00:32:51.730 --> 00:32:52.730
And my point is,

00:32:52.810 --> 00:32:55.731
I'll be in the room with hundreds of

00:32:56.012 --> 00:32:57.513
clinicians and owners.

00:32:58.394 --> 00:33:00.955
And I'll be there saying, hey,

00:33:00.976 --> 00:33:02.016
you need to do this.

00:33:02.256 --> 00:33:03.817
Hey, let's talk social.

00:33:04.298 --> 00:33:05.878
I don't think you need to invest as

00:33:05.979 --> 00:33:10.280
much money to get the desired results.

00:33:11.142 --> 00:33:12.782
I think step one is doing it.

00:33:13.826 --> 00:33:14.967
If you're not going to do it,

00:33:14.987 --> 00:33:16.186
that's what you should hire for.

00:33:16.988 --> 00:33:17.587
Do you know what I mean?

00:33:17.607 --> 00:33:17.887
If you're like,

00:33:17.907 --> 00:33:18.788
I got to edit this because I want

00:33:18.808 --> 00:33:20.390
it to look at least a B minus,

00:33:20.730 --> 00:33:21.910
that's what you spend on.

00:33:22.211 --> 00:33:24.531
It doesn't need to be tens of thousands

00:33:24.551 --> 00:33:26.232
a month to get that.

00:33:26.373 --> 00:33:27.232
Look at Judy's.

00:33:27.313 --> 00:33:28.114
Now, Judy's, obviously,

00:33:28.134 --> 00:33:28.894
someone's doing it,

00:33:29.354 --> 00:33:32.895
but they're not Marvel-level quality

00:33:32.955 --> 00:33:33.355
content.

00:33:34.257 --> 00:33:34.916
It's authentic.

00:33:34.936 --> 00:33:35.317
It's real.

00:33:35.356 --> 00:33:37.057
It's approachable.

00:33:37.077 --> 00:33:38.338
So I think for practice owners,

00:33:38.358 --> 00:33:39.579
look what Tony's doing.

00:33:40.426 --> 00:33:42.288
be hard for him to fake those results.

00:33:42.827 --> 00:33:45.209
Like he's just, he's showing you, Oh,

00:33:45.249 --> 00:33:45.828
this was a dud.

00:33:45.989 --> 00:33:46.630
No, it was a home run.

00:33:46.890 --> 00:33:47.349
Another million,

00:33:47.769 --> 00:33:48.671
another million view month.

00:33:48.770 --> 00:33:49.250
Like, whoops.

00:33:49.750 --> 00:33:51.971
And none of that is like hot,

00:33:52.011 --> 00:33:54.093
you know, thousand dollar camera quality.

00:33:55.394 --> 00:33:56.834
Going back for a second.

00:33:57.535 --> 00:33:58.875
I do remember now what I was going

00:33:58.914 --> 00:33:59.394
to say.

00:33:59.895 --> 00:34:01.655
Antonio's comment, he was saying,

00:34:01.675 --> 00:34:02.757
you know, is it worth it?

00:34:03.537 --> 00:34:05.238
Should I be putting my time into it?

00:34:05.790 --> 00:34:06.612
We all remember,

00:34:06.672 --> 00:34:09.054
like Gary Vee used to say, look,

00:34:09.094 --> 00:34:10.936
some people are made for video.

00:34:11.217 --> 00:34:13.018
Some people are made for audio.

00:34:13.079 --> 00:34:14.621
Some people are made for writing.

00:34:15.242 --> 00:34:16.603
Just because, you know,

00:34:17.063 --> 00:34:19.085
Dave obviously had some great success.

00:34:19.246 --> 00:34:21.489
He's been doing podcasts and video for a

00:34:21.708 --> 00:34:24.172
decade, like a ridiculous amount of time.

00:34:24.211 --> 00:34:25.052
Jimmy, the same.

00:34:26.302 --> 00:34:28.324
So it's one of those things where maybe

00:34:28.463 --> 00:34:30.264
if Antonio's goal is,

00:34:30.764 --> 00:34:32.824
I want more patients in my practice,

00:34:32.864 --> 00:34:33.824
in my business,

00:34:34.204 --> 00:34:35.885
he doesn't even do any of this stuff

00:34:35.925 --> 00:34:37.445
and he goes straight to the physicians.

00:34:37.626 --> 00:34:39.865
I spent the first twenty years just

00:34:39.885 --> 00:34:42.047
building relationships with physicians,

00:34:42.507 --> 00:34:43.847
just bringing lunches,

00:34:43.967 --> 00:34:46.748
just figuring out ways to connect with the

00:34:46.807 --> 00:34:49.088
doctor directly and build those

00:34:49.128 --> 00:34:50.768
professional relationships and it had

00:34:50.869 --> 00:34:52.289
nothing to do with social media.

00:34:54.365 --> 00:34:55.445
I don't know who this is because it's

00:34:55.806 --> 00:34:56.266
not showing me,

00:34:56.306 --> 00:34:57.766
but the person saying in their videos...

00:34:57.827 --> 00:34:58.467
Oh, anonymous?

00:34:58.887 --> 00:35:00.068
Oh, anonymous.

00:35:00.387 --> 00:35:01.327
It might not be their fault.

00:35:01.568 --> 00:35:02.289
It might be with the app.

00:35:02.349 --> 00:35:02.929
I don't think it's them.

00:35:02.949 --> 00:35:03.309
But it's saying,

00:35:03.429 --> 00:35:04.168
I mentioned where I'm from,

00:35:04.208 --> 00:35:06.190
the SEO and the transcript may help

00:35:06.230 --> 00:35:07.269
promote me locally.

00:35:08.871 --> 00:35:10.731
I've definitely gotten patients in Ohio

00:35:10.771 --> 00:35:11.331
from YouTube.

00:35:11.371 --> 00:35:12.632
People across the globe purchase my

00:35:12.672 --> 00:35:13.331
digital product.

00:35:14.431 --> 00:35:15.393
When I publish my book on chronic

00:35:15.413 --> 00:35:15.932
dizziness,

00:35:16.333 --> 00:35:17.512
it's sold in my YouTube community.

00:35:17.974 --> 00:35:18.114
Yeah.

00:35:18.313 --> 00:35:19.253
Is that Amy?

00:35:19.494 --> 00:35:20.233
That might be Amy.

00:35:20.273 --> 00:35:21.335
I have to go to LinkedIn.

00:35:21.934 --> 00:35:22.295
Amy who?

00:35:26.086 --> 00:35:28.228
anyway I know Jimmy has to get out

00:35:28.268 --> 00:35:29.909
of here at nine fifteen oh shoot yeah

00:35:29.969 --> 00:35:33.771
we've got about nine minutes what do we

00:35:33.813 --> 00:35:37.954
want to close with I'll go first with

00:35:37.994 --> 00:35:41.757
a parting shot which is like decide your

00:35:41.818 --> 00:35:44.300
resource of time is finite do you want

00:35:44.320 --> 00:35:45.860
to be doing this like is this a

00:35:45.900 --> 00:35:47.342
target is this a strategic goal you should

00:35:47.362 --> 00:35:50.083
only have three if this is a strategic

00:35:50.123 --> 00:35:51.284
goal ask yourself are you going to do

00:35:51.304 --> 00:35:51.585
all of it

00:35:52.239 --> 00:35:53.402
If the answer is yes, good.

00:35:54.003 --> 00:35:54.784
If you like it,

00:35:55.105 --> 00:35:55.887
number one is like it.

00:35:55.947 --> 00:35:57.170
Number two, can you get good at it?

00:35:57.289 --> 00:35:57.971
Can you get better at it?

00:35:58.030 --> 00:35:58.932
Great, answer those.

00:35:58.952 --> 00:35:59.574
If you don't like it,

00:36:00.407 --> 00:36:01.588
but you still want to do it higher.

00:36:02.248 --> 00:36:03.708
If you like it or if it's a

00:36:03.728 --> 00:36:05.170
strategic goal and you don't like doing

00:36:05.210 --> 00:36:05.849
it, hire for it.

00:36:06.471 --> 00:36:07.351
But if this is a target,

00:36:07.851 --> 00:36:09.693
look at Judy and triple down on it.

00:36:10.072 --> 00:36:11.414
Like the difference between doing it a

00:36:11.454 --> 00:36:12.594
little bit and doing it a lot is

00:36:12.735 --> 00:36:13.775
actually not as big as you think.

00:36:13.795 --> 00:36:15.936
It's getting started and moving and

00:36:16.056 --> 00:36:17.358
inertia, overcoming inertia.

00:36:17.838 --> 00:36:19.298
That's the biggest thing.

00:36:19.619 --> 00:36:21.300
So if you want to do it, listen,

00:36:21.320 --> 00:36:22.161
Dave, you're a baseball guy.

00:36:22.940 --> 00:36:24.342
If I swing a little bit or I

00:36:24.362 --> 00:36:25.882
swing... More swings.

00:36:27.003 --> 00:36:28.445
But still a strike is my point.

00:36:28.686 --> 00:36:29.947
I'm talking about how hard I swing.

00:36:29.967 --> 00:36:30.867
If I'm trying to hit a home run,

00:36:30.887 --> 00:36:31.947
if my goal is home runs,

00:36:32.228 --> 00:36:33.349
and I swing a little bit and I

00:36:33.389 --> 00:36:33.750
miss,

00:36:34.030 --> 00:36:35.451
and I swing really hard and I miss,

00:36:35.811 --> 00:36:36.931
still a strike.

00:36:36.972 --> 00:36:37.432
So swing hard.

00:36:37.452 --> 00:36:39.994
Right.

00:36:40.735 --> 00:36:44.338
Let me share my parting shot just because

00:36:44.358 --> 00:36:45.318
it'll get me some hate.

00:36:47.501 --> 00:36:50.764
My big motivation for what I'm doing on

00:36:50.784 --> 00:36:52.385
the media side of things right now

00:36:53.143 --> 00:36:56.106
is I need something to keep this

00:36:56.286 --> 00:36:56.907
interesting.

00:36:57.407 --> 00:36:59.230
You know, in patient care,

00:36:59.349 --> 00:37:00.831
I've been doing patient care for twenty

00:37:00.851 --> 00:37:01.331
five years.

00:37:01.811 --> 00:37:04.275
Like it doesn't take much, much cognition.

00:37:04.355 --> 00:37:06.496
It doesn't take much brain stimulation.

00:37:06.936 --> 00:37:07.797
And people will tell me,

00:37:07.838 --> 00:37:08.518
you got to leave.

00:37:08.539 --> 00:37:09.719
You got to get out of the profession.

00:37:09.760 --> 00:37:11.561
You should retire because you're not doing

00:37:12.001 --> 00:37:13.143
your patients any justice.

00:37:13.900 --> 00:37:14.940
I would believe you,

00:37:15.141 --> 00:37:17.561
I would agree with you if my patients

00:37:17.601 --> 00:37:20.322
quit coming or didn't want to keep seeing

00:37:20.422 --> 00:37:20.483
us.

00:37:20.663 --> 00:37:22.182
The fact that they keep coming means

00:37:22.202 --> 00:37:23.643
they're getting the results they want.

00:37:24.123 --> 00:37:25.905
But on the personal side,

00:37:26.105 --> 00:37:28.565
I need some sort of external like,

00:37:28.585 --> 00:37:30.867
give me something, give me a challenge.

00:37:31.376 --> 00:37:33.478
Being another person with back pain is not

00:37:33.518 --> 00:37:33.998
a challenge.

00:37:34.019 --> 00:37:36.202
Being another shoulder pain is not a

00:37:36.242 --> 00:37:36.661
challenge.

00:37:36.782 --> 00:37:37.702
I need a challenge.

00:37:37.742 --> 00:37:38.844
Getting in front of a camera,

00:37:38.903 --> 00:37:40.065
putting myself out there,

00:37:40.365 --> 00:37:41.507
trying these new things.

00:37:41.606 --> 00:37:43.327
This is a challenge that keeps the

00:37:43.387 --> 00:37:44.750
profession exciting for me.

00:37:45.550 --> 00:37:46.150
And of course,

00:37:46.190 --> 00:37:48.052
it generates a little bit of extra profit.

00:37:48.072 --> 00:37:50.215
Yeah.

00:37:50.275 --> 00:37:51.335
Dave, your party's showing up.

00:37:52.757 --> 00:37:54.039
For me, it's just more volume.

00:37:54.079 --> 00:37:55.860
It's just putting out more content.

00:37:55.940 --> 00:37:58.081
Don't overthink it and just hit publish.

00:37:58.302 --> 00:38:01.264
But with the caveat of looking back now,

00:38:01.543 --> 00:38:04.346
the video that I posted with my

00:38:04.365 --> 00:38:05.827
grandfather-in-law with the ointment,

00:38:06.746 --> 00:38:07.867
I didn't realize it,

00:38:07.907 --> 00:38:09.409
but it was for others.

00:38:09.449 --> 00:38:10.230
It was not for me.

00:38:10.250 --> 00:38:11.710
I mean, I was talking over it,

00:38:11.751 --> 00:38:13.731
but it was not putting me in the

00:38:17.465 --> 00:38:19.567
Jimmy gave the example of the reel that

00:38:19.606 --> 00:38:22.447
you did the edit where it was like

00:38:22.487 --> 00:38:24.509
you in the nineties as Joshua Jackson.

00:38:25.028 --> 00:38:26.210
And that was about you and it didn't

00:38:26.230 --> 00:38:26.889
perform as well.

00:38:26.909 --> 00:38:28.030
But then when you made it about the

00:38:28.190 --> 00:38:30.630
audience or the consumers or the public,

00:38:31.311 --> 00:38:33.172
now all of a sudden it becomes more

00:38:33.211 --> 00:38:36.173
interesting and it's more engaging.

00:38:36.273 --> 00:38:37.213
It's more remarkable.

00:38:37.313 --> 00:38:41.335
There's more interest or demand or

00:38:41.456 --> 00:38:43.876
curiosity to keep watching or comment or

00:38:43.896 --> 00:38:44.416
whatever it might be.

00:38:45.876 --> 00:38:47.556
You can put out as much as you

00:38:47.838 --> 00:38:49.079
are able to.

00:38:49.418 --> 00:38:50.320
As long as you have consent,

00:38:50.619 --> 00:38:51.701
film your patients, your clients,

00:38:51.721 --> 00:38:52.942
your neighbors, your family members,

00:38:52.961 --> 00:38:54.202
yourself, your team members.

00:38:54.862 --> 00:38:56.525
And that will, I think, guide you,

00:38:56.585 --> 00:38:58.065
just like it's guided Tony very well,

00:38:59.126 --> 00:39:01.809
on what to continue to publish and share.

00:39:01.889 --> 00:39:02.909
And it's fine to do a mix of

00:39:02.929 --> 00:39:03.250
things,

00:39:03.429 --> 00:39:05.231
knowing that the things that are for

00:39:05.371 --> 00:39:08.594
others usually hit the most and have the

00:39:08.934 --> 00:39:11.217
most views and the most shares and saves

00:39:11.297 --> 00:39:12.538
and comments and all that.

00:39:13.018 --> 00:39:14.199
So you might want to consider that instead

00:39:14.239 --> 00:39:15.420
of posting like,

00:39:16.195 --> 00:39:18.536
I don't know, more about your practice.

00:39:18.556 --> 00:39:18.835
Like, hey,

00:39:18.856 --> 00:39:20.416
we're having this special and it's this

00:39:20.456 --> 00:39:21.436
and you get this and this and this.

00:39:22.436 --> 00:39:23.577
We're talking top of funnel,

00:39:23.958 --> 00:39:25.458
top of marketing and awareness.

00:39:26.159 --> 00:39:28.059
So yeah, those are my takeaways.

00:39:28.139 --> 00:39:29.559
And hopefully that helps others out there.

00:39:30.000 --> 00:39:31.940
Let's forward tease this because I want to

00:39:31.960 --> 00:39:33.181
take what we're just talking about and

00:39:33.221 --> 00:39:35.961
twist it a little bit in the arena

00:39:35.981 --> 00:39:36.822
of live selling.

00:39:36.842 --> 00:39:40.943
Because that is where attention meets

00:39:41.003 --> 00:39:41.403
revenue.

00:39:42.045 --> 00:39:43.425
People are coming there with the attention

00:39:43.445 --> 00:39:44.186
of, oh, what's this?

00:39:44.326 --> 00:39:45.065
Maybe I want it.

00:39:46.030 --> 00:39:46.891
I want to learn how to do this

00:39:46.931 --> 00:39:47.210
better.

00:39:47.990 --> 00:39:49.072
I've tried it a little bit a few

00:39:49.112 --> 00:39:51.333
times on Amazon Live.

00:39:52.394 --> 00:39:53.735
I want to know best practices because I

00:39:53.755 --> 00:39:55.737
think this is... I'm going to say new.

00:39:55.856 --> 00:39:56.878
I know it's been going on for a

00:39:56.918 --> 00:39:57.378
couple of years,

00:39:57.398 --> 00:39:58.918
but now it's starting to hit the middle

00:39:58.938 --> 00:39:59.539
of the bell curve.

00:40:00.280 --> 00:40:02.882
I want to understand what's the psyche of

00:40:02.922 --> 00:40:03.722
the person who's like,

00:40:03.822 --> 00:40:04.903
I want to buy stuff online.

00:40:04.943 --> 00:40:05.963
My mom and my grandmother,

00:40:06.003 --> 00:40:07.425
my aunt used to call each other,

00:40:07.465 --> 00:40:09.626
three-way call, and watch QVC together.

00:40:10.619 --> 00:40:11.260
One was in Florida,

00:40:11.320 --> 00:40:11.800
one was in New York,

00:40:11.860 --> 00:40:12.481
one was in Oklahoma.

00:40:13.021 --> 00:40:13.561
And they'd look, oh,

00:40:13.581 --> 00:40:14.722
let's get that for Aunt Bessie.

00:40:14.742 --> 00:40:15.202
And let's, oh,

00:40:15.222 --> 00:40:16.581
what about in blue or red?

00:40:17.322 --> 00:40:18.523
That's a social experience.

00:40:18.682 --> 00:40:19.523
So is live selling.

00:40:19.684 --> 00:40:20.903
I'd love to figure this out.

00:40:20.983 --> 00:40:22.304
Is there a place for healthcare?

00:40:22.985 --> 00:40:23.284
Yes.

00:40:23.925 --> 00:40:25.485
I don't exactly know what it is,

00:40:25.505 --> 00:40:26.365
I'm being honest,

00:40:26.606 --> 00:40:28.806
but I feel it in my bones.

00:40:29.668 --> 00:40:31.568
I comment real quick because we have less

00:40:31.608 --> 00:40:32.168
than four minutes,

00:40:32.188 --> 00:40:33.548
but I commented the other day,

00:40:33.608 --> 00:40:34.369
you liked it,

00:40:34.469 --> 00:40:36.570
about if you're going to do the live

00:40:36.610 --> 00:40:39.211
selling with the HyperVault,

00:40:39.251 --> 00:40:40.291
the HyperRace products,

00:40:41.385 --> 00:40:44.746
and you have like a directory of physical

00:40:44.766 --> 00:40:47.427
therapists that will offer something and

00:40:47.447 --> 00:40:49.688
you have like a spreadsheet or we send

00:40:49.728 --> 00:40:51.250
you some, we, or we, we make a,

00:40:51.329 --> 00:40:53.231
we make a public Google sheet or whatever.

00:40:54.150 --> 00:40:56.911
And it would be like for NYC,

00:40:57.092 --> 00:40:57.552
it would, you know,

00:40:57.612 --> 00:40:58.932
concierge pain relief and then whoever

00:40:58.992 --> 00:40:59.172
else.

00:40:59.514 --> 00:41:00.514
And for concierge pain relief,

00:41:00.534 --> 00:41:01.454
you get this, you get this,

00:41:01.474 --> 00:41:01.855
you get this.

00:41:01.875 --> 00:41:04.195
So if someone is buying your,

00:41:04.755 --> 00:41:06.436
the hyper ice product that you're live

00:41:06.456 --> 00:41:07.697
selling online,

00:41:08.898 --> 00:41:09.838
because if you're just new here,

00:41:09.878 --> 00:41:10.559
if you're just watching,

00:41:11.097 --> 00:41:13.179
jimmy got one of everything basically sent

00:41:13.199 --> 00:41:14.980
to him by hyper race because he's got

00:41:15.159 --> 00:41:16.860
you know he's got that online credibility

00:41:16.920 --> 00:41:18.862
so you have all these products you're

00:41:18.882 --> 00:41:20.603
gonna potentially you're gonna live sell

00:41:20.623 --> 00:41:24.445
them on whatnot or some other platform but

00:41:24.905 --> 00:41:26.427
people can also just go buy that anywhere

00:41:26.487 --> 00:41:28.367
else most other than the one other than

00:41:28.407 --> 00:41:30.708
the one new down or whatever it's called

00:41:30.748 --> 00:41:33.231
now now it's out but it wasn't out

00:41:33.351 --> 00:41:33.610
and so

00:41:34.579 --> 00:41:36.103
people could go buy that elsewhere,

00:41:36.224 --> 00:41:36.505
but why,

00:41:36.525 --> 00:41:37.748
so why would they buy it from you?

00:41:37.807 --> 00:41:39.831
And why would they buy it through live,

00:41:39.871 --> 00:41:40.494
live selling?

00:41:41.356 --> 00:41:43.760
And my suggestion is you got to,

00:41:44.579 --> 00:41:45.440
All these practice owners,

00:41:45.481 --> 00:41:46.481
Boba Venko commented.

00:41:46.541 --> 00:41:46.782
He said,

00:41:47.063 --> 00:41:49.885
I'll do a discounted or reduced offer.

00:41:50.186 --> 00:41:52.108
So if someone is in Colorado and they're

00:41:52.168 --> 00:41:53.349
live, Jimmy, you're like, hey,

00:41:53.469 --> 00:41:53.969
where are you from?

00:41:54.550 --> 00:41:55.590
Put in the comments where you guys are.

00:41:55.690 --> 00:41:56.391
Oh, you're from New York.

00:41:56.472 --> 00:41:57.253
Oh, you're from Colorado.

00:41:57.293 --> 00:41:58.813
Oh, you're from Ohio.

00:41:59.014 --> 00:42:00.315
And you're engaging with the audience.

00:42:00.896 --> 00:42:01.956
And if they buy,

00:42:02.438 --> 00:42:04.440
then you can also offer them unique things

00:42:04.460 --> 00:42:06.021
that they could not get anywhere else.

00:42:06.041 --> 00:42:06.621
All right.

00:42:06.641 --> 00:42:08.304
We'll talk about this on Thursday.

00:42:09.282 --> 00:42:09.842
That's the tease.

00:42:09.922 --> 00:42:10.302
All right.

00:42:11.282 --> 00:42:12.222
And we're going to want an update of

00:42:12.242 --> 00:42:13.222
how many views your video got.

00:42:13.242 --> 00:42:13.483
All right.

00:42:13.503 --> 00:42:14.342
We'll see you guys next week.

00:42:14.764 --> 00:42:15.403
Sorry, not next week.

00:42:15.523 --> 00:42:16.983
That's it.

00:42:17.003 --> 00:42:17.384
We're out.

00:42:17.543 --> 00:42:18.985
Boys, what the hell are you doing?

00:42:19.045 --> 00:42:21.885
Follow Tony Maritato on YouTube at Total

00:42:21.905 --> 00:42:22.965
Therapy Solution.

00:42:22.985 --> 00:42:24.226
Find Dave Kittle at

00:42:24.246 --> 00:42:27.186
conciergepainrelief.com and on YouTube at

00:42:27.206 --> 00:42:28.626
The Dave Kittle Show.

00:42:28.706 --> 00:42:31.387
And follow Jimmy McKay at PT Pinecast on

00:42:31.547 --> 00:42:33.007
YouTube, the socials,

00:42:33.108 --> 00:42:34.889
and wherever you binge podcasts you

00:42:34.909 --> 00:42:35.728
pretend are for CEU.

00:42:36.896 --> 00:42:38.320
And hey, just a reminder,

00:42:38.822 --> 00:42:40.125
none of this was for advice.

00:42:40.184 --> 00:42:41.568
This was for entertainment only.

00:42:41.869 --> 00:42:43.293
Our lawyers say that counts.

00:42:43.393 --> 00:42:44.275
Thanks, Keith.