Why Most PTs Overthink Marketing (And Stay Invisible)

0:03 Broadcasting way too early from three separate Wi-Fi connections. It's PT Breakfast Club with Tony Meritato, Dave Kittle, and Jimmy McKay. All right. Happy Tuesday morning to you. Tony Maritato, Jimmy McKay, Dave Kittle, probably out recording viral videos. That's where he is this morning. We're talking content. That's what we promised we would talk about last week. And content's everywhere, Tony. You can't look anywhere. Everything is content. Everything is content. I don't want to brag, but I've been a content creator since nineteen ninety one. I did the morning announcements every day from sixth grade through high school.

0:48 We didn't record it, though. Yeah. There's one photo of me in the office for the yearbook. That's about it. But we consume content, whether we want to call it that. I feel like, I don't know what the term is, but there's a term when you use a word so much, you no longer like using that word. Content now just sounds icky and gross. Okay. Yeah. But this was sort of spurred on by we're always sort of talking about it, sharing it. We've got a group chat to discuss the topics we're going to talk about on the show. And we typically will share different things and sort of poke like, hey, why'd this work?

1:29 Why'd this not work when I definitely thought it was going to? We'll talk specifically about Dave's. Did you see what his views total is on his zero prep? I mean, it looks like zero prep off-the-cuff video with his father-in-law. I know he cracked six figures. Yeah, you did. On a channel that I think he said he was averaging like a thousand or a hundred. No, like three, four hundred. Three, four hundred a pop is usually video, is video, you know, views. So we'll get into that. Why? I, of course, looked at it, jotted down some thoughts.

2:11 Then I talked with my favorite artificial intelligence. It also had some thoughts. Some of those were the same. Some of those were different. We'll get into that. Have you seen... uh judy's videos before i shared judy and her and her diner uh videos judy's judy's breakfast no so this is a woman who came this is a woman who came from china and opened up judy's family cafe yes i have and yeah she makes love this she makes pancakes that's what judy does she makes pancakes it's all she does um But it looks like she is, I don't know, at an Alex Hormozy level of content creation, of how much she is actually creating.

3:01 She is finding the viralest viral of formats and then just copying them. And no one cares because she puts her own twist on everything. And two things came to mind. One, why aren't we all doing this? I mean, at some point, healthcare providers, I don't know, we're going to veer off the road completely and go, should you be doing this just for views? And then the second question is, she's Judy's Family Cafe in the middle of nowhere, Illinois. I don't know how much extra pancakes she's selling, but does she become the south of the border...

3:44 does she become a tourist destination? Cause I know she's selling t-shirts and coffee and her own beer on top of the pancakes. So, you know, I just, we, we, we dissect these things and I just love them so much. So I guess the question is now that Dave is here, Hey man, last time I looked, twenty minutes ago, hundred and thirty-one thousand views on that, on that video with your father-in-law. What happened? Grandfather-in-law. Yes. Uh, I don't know. I mean, I posted this from I reported this a year ago and it was him rubbing this black ointment. It's like a glycerin type of black ointment that kind of looks like a like a Vaseline or like a Bengay kind of thing on his knee.

4:25 I recorded it when he was visiting here with us maybe like a year ago and I didn't post it. I didn't think to post it. I was posting stuff about my practice. Tony, you're a little delayed. OK. OK, I was just asking, why did you record it in the first place? So we have a lot of jokes, he's like the comedian of the family, but I recorded it to then send it to Annie's cousins and the aunts and uncles, and we are laughing at him because I looked up that the glycerin is meant for wound care, cuts, ear infections, and he's rubbing it on his knee for knee arthritis relief because his neighbor gave it to him.

5:13 And that was the first line of the post was, Have you ever had a grandparent that trusts their neighbor more than their physician? And I was trying to get healthcare providers to chime in, which it didn't work. No real healthcare providers chimed in. Everyone else from Jamaica and Trinidad and Tobago jumped in. But I recorded it specifically to send it to family members only to poke fun at him because he makes fun of everyone else. He's the comedian of the family. Yeah. Yeah. So I knew none of this. I looked at it just like anybody. Like, what is this and why is it good, right? And it looked... The thing I think we need to remember is a couple things.

5:55 One, most content in companies is created for the CEO. That's companies. Smaller companies, the content is created for us. We like it. Look at that high-end video. It's so... Oh, production quality is through the roof. But the real audience is everybody else. So you have to remember that. The second thing is, everybody, a lot of times you'll look at your own content in isolation. Here, look at this video, what do you think? And you have to remember, what's the thing someone's watching five videos before, four videos before, two videos before, three videos after? So to me, this video didn't look like content.

6:38 It looked like you turned a camera phone on and started talking to a dude about this thing. So it looked like it was the antidote. It was the, where's this going? Also, where is this going? You sort of, without scripting this, had this element of like, what's going to happen next? You've seen the videos where the caption says, wait for it, wait for it. And you see something happening. You're like, okay, does this person get hurt? Do they fall down? Do they pull off an amazing trick shot? Like dude, perfect. So like you sort of had that. you also had this element of like listen troops babies old people like if you dislike any of those three i don't i don't know what to do with you right soldiers babies and old people so you had we had one of those right there so i think those three things sort of added up to it looked authentic it looked real i didn't know where it was going and this guy looked compelling and you were talking to him right and it asked a question Do you use this?

7:35 Do you know what it is? Yada, yada, yada. And then the more people were, I'm from, I'm three hundred percent Jamaican and I've never heard of this or I'm from Jamaica. We use this all the time. There was no middle. It was all edge. It was no middle. It was no middle. No, like never heard of this. What does it do? By the way, just because I can't even imagine having a reel like Tony's that his top reel has gotten two point three million views, which is insane for this. I mean, my phone was blowing up nonstop and it was it reached one hundred and thirty one thousand views. What's interesting is and we could talk about Tony's thoughts on like it's relatable and meaning like a grandparent who's like either doing their own thing or they're.

8:19 trying to, you know, have something that's like around the house that is kind of like a natural approach to like ease their situation. What's interesting is it's got two thousand four hundred and eighty two likes, seven hundred and forty four comments. Usually my posts have five likes and one comment. I mean, it's like it's insane. It has one thousand eight hundred and thirty eight people sent it to someone else. They're asking, right. Hey, do you know that like you created something that caught that left a hole? It's itchy. That's itchy. Do you know this? Or nostalgia, which is, hey, remember, is this the thing grandma used to use from Jamaica?

8:59 Is this it or is it different? Right. But then also, eight hundred and eighty four people saved it. Like you're going to come back to this later. This is a family joke video. Like it's crazy. I don't understand that, but this, this place, if you save it, that means you think it's valuable or useful, right? Like you're sending it for yourself. Yeah. You want to be able to reference it later. Exactly. Exactly. You're, you're putting, you're putting some of the pine cones, like the acorns, you're burying them in the, in the front lawn. You're putting the dirt back over them. I'll come back to this later. So yeah, Instagram, from what I've seen anyway, their chief whatever, innovation officer, is very, very open about, we value this now.

9:42 Hashtags don't matter. This happens. They just came out with a new update yesterday or the day before. I don't do a lot of carousel posts, the ones that you swipe through. But now if you post something and you're like, oh, slide three should be... You can just rearrange them. And people were like up in arms and joy. Thank goodness. So it shows they're listening, right? But they're very clear. And they're like, listen, Gary Vee has been saying this the last couple of weeks. And he's a little nuts, but I like it. It's my kind of nuts. I don't listen to him every day, but every couple of weeks to just sort of check the pulse. And he's like, audience size doesn't really matter as much anymore. We are not in social media or follower media.

10:23 We are now more in attention and topic. So if you drop a post that like hits, like touches something in a particular way, like right now, The platforms are going to amplify that. I don't care that you have no followers, no previous whatever. You drop something and luck of the draw, the first ten people interact in ways that the platform wants you to, like a save, a share, a like, or a comment. It's sort of views or a beauty pageant metric. That's one thing I wanted to make sure that I got out today. Views are a beauty pageant metric, right?

11:04 So like, is this good? A lot of people saw it. Okay, good. But did they value it enough to interact? It's social media meant to be interacted with or else we're just watching it by our TV is not social media, but we consume a lot of it. This is different because we interact with it. Social media, you got media watch on the wall. We got media watch on a little screens in our hands. One is allowed to one is you are allowed to and able to interact with it and encouraged to interact with it. I don't know, man, but you touched on a couple you touched on a couple of things by accident. We can learn a lot from it, I still think. And.

11:45 You're right that maybe follower count and audience doesn't always fully matter, but this is again, this is my concierge pain relief account on Instagram, still fairly small when I post this. The account had like around two hundred and fifty followers and and we gained around four hundred and seventy one followers. So now we're like seven hundred and twenty one followers. So which is wild. It's not that I don't think followers, the follower count doesn't matter, but the people like Instagram's like, oh, look, a new thing. The quality or the type of is this good? Do these people care? And if they care, I'll show it to a few others and I'll show it to a few others.

12:27 Like I've been looking at a lot of the data in the edits app. And if you haven't used the edits app, you should try it. It's a partner app with Instagram. It's an Instagram app. And it lets you do a couple, you know, add music. It's sort of how you add music to posts. One way you can add music to posts. But it'll give you great data. And what I'm always interested in is there's a graph. There's a circle graph that's showing like, hey, if this thing got five thousand views, what percentage of them are followers? what percentage of them are not and i'm very curious about that that information is very i don't know it's intriguing to me it's like well non-followers are eating this up but my followers don't care well that's weird people who say i don't want to lose connection with this account sort of don't care about this it's very it was intriguing so i'd be interested in your data set is a little smaller but i'd be interested in out of those one hundred thirty one thousand views, obviously a lot of them going to be non followers because you were starting with two fifty or whatever.

13:26 Right. Right. I'd be like that shows that this left the nest and touched on a lot of things. And now Tony's back and I want to ask him like his input on why he thinks that video was relatable. But the funny thing about this video is that I posted this with zero expectation. I saw Tony in the past maybe two, three, four something weeks or so where he's posting what looked like either he looked a little different or younger or the video looked a little bit older or something. So Tony's posting evergreen content videos from years ago. And he's posting them recently. And I, it just gave me the reminder. I was like, Hey, I just need to be posting more volume.

14:07 Like, don't worry about what it is. Just like, get it out there, just post it and, and share it. So that was one of them. And then I posted like an old running, like from a year or two ago of like a running video was like windy and cold. And I was like pointing at some older guy and it's like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I was like, I'm like, and I'm yelling at him. Like, we're the only ones out here. Yeah. I love it, baby. You're doing great. Like, and it was just too, it was him Like, I thought that video would have, like, blown up. And it was, like, a dud. And so I had literally zero expectation of this video of my grandfather-in-law rubbing this black balm salve ointment on his knee. And then it blew up.

14:48 So I think, for me, the big takeaway is... to not overthink anything and literally just any video or picture just post it just share it and post it that's like my takeaway but i maybe moving forward can we hack it can i want to ask tony Why was this video so relatable? How could I utilize this type of feedback in the future? Should I stay away from certain types of videos that I've already learned have not resonated with new audiences? Should I do more of this? I mean, we have plenty of family members that are doing silly things against, you know, my dad's on some prescription and like like for for his heart and and like for his cholesterol and he doesn't want to take it every every day so he's taking it every other day like he's doing his own protocol on like the heart medication and it's meant to be every day and he's like ah it's like too much like i'll do it every other day so it's like we all have these silly things with our family members is that something i should focus on should i sprinkle it in what are some of your takeaways tony on this He's out of words, which is important, I think.

16:00 He's out of words. He's like, nope. He's there, but we can't hear him. We'll get his thoughts. If I get cut off again, I'll just... Let me call in. Yeah, call my phone. All right, we'll get Tony on the phone. What do you think, Jimmy? Why do you think it's relatable? Number one, like I said, it's relatable. Hang on, let me put my headphones on. Number two, everything's a lottery ticket. Everything's a lottery ticket, man. Everything's a lottery ticket. I'm pretty sure Tony's probably sitting here going, I've been telling you nitwits for three years to just share every...

16:41 Tony's like... If there's anything the audience takes away, Tony's like, I shot this video. How many takes did you do? He's like, takes? What are takes? Tony Maradotto. Tony Maradotto. There he is. He's probably sitting there going, what's been waiting for? I've been telling you for three years. Share anything. Hey, look. A bird flew into a window outside the clinic. Shoot it. Right, Tony? No, no, no, no. I'm kidding. I'm not going to say that. I will say, do you guys have your March Madness bracket? Are you guys doing any bracket? Yep, I am. All right. So you probably had this experience. We have our family bracket.

17:22 There's six of us. I'm in first place. I know nothing about college basketball. The bigger family bracket, thirty-seven people First place is like a seven-year-old girl. She has no idea, but she's in first place. This is the same situation where, yes, to a certain degree, you put something out there. You have no idea what it's going to do. It takes off. I think with enough data points, like this is one data point. With enough data points, you can start to make some correlation that is not necessarily causation. I've got videos in my collection that I pretty well know every time I put this up, it's a half a million views or more.

18:08 And I've done it three or four times in a row. It's always produced. But you guys don't have, Dave doesn't have enough data on this account yet. This is a great launching point. My concern, his concern, everybody listening's concern is he's not interested in building a media company. He still wants and has a real business. So it's like we don't want to get distracted with posting a bunch of stuff to get views, which is fun and it's exciting and it kind of keeps things interesting. But those views aren't going to turn into visits or revenue or profitability. That was my next point. And I said, views of the beauty pageant metric now neck one level deep is saves or shares or comments like i've been sharing i found pt cast which is how you apply for pt school they gave out a lot of data so i've been using chat gp to make visualizations hey here's america and uh the green states are the expensive states to go to pt school or the right whatever and people were like i went to school in and i had this much debt i went to school in Good.

19:18 Thank you for interacting. I appreciate it. So I'm just putting up things that I'm like, what do you think? What do you think? What do you know? Instead of, hi, I'm an authority and you should all believe what I'm saying. Which of course is also a good strategy because people will come in and be like, you're a nitwit. You're a bag of hot air. Right? Which I still think... which I still think is why a lot of people will grab a microphone or a camera and flop because they're like, I went on there and told people stuff for forty-five minutes. And I go, that's a lecture. When have you ever said I got lectured to yesterday and that was a good experience? People want to interact. I was saying this before, Tony. This is social media. I can watch TV on the wall over my shoulder.

20:01 That's media. I can interact with that. I can hear. And when you give me a chance and a reason, people do. Real quick, going back to Dave's question, I had told you guys when I watched that video, I didn't know it was Dave's video. Immediately, the little old man reminded me of my grandpa, my mother-in-law. Instantly, it took me back to my mother-in-law's kitchen. She had a little glass jar of black salve. She called it drawing salve. She put it on splinters. If a kid and there were millions of kids around in the family, had a splinter, she'd put this little black cream on, and supposedly it would suck out the splinter.

20:45 And I think the people who were watching that video immediately went to grandma, grandpa, abuela, abuelo. There's that connection that happened for them. Yeah. I'm putting up on the screen, I don't know if you can see it. This is Maslow's hierarchy of needs, but laid over business. This is the B to C value pyramid. And the reason I'm putting that up there is nostalgia is halfway up that in that emotional thing right there in the middle. So you're sharing something that connects with so many people, babies and old people, right? We all were a baby or have babies in our life some way. And then old people, hopefully we're lucky enough to have some old people and one day we're going to be one.

21:29 right so like is that why I mean ninety percent of the battle is getting people to stop and watch the first five seconds so I think it's fantastic I I copied a trend twice I'm sure you guys have seen this trend the first the first still photo or video with no audio is someone looking into the camera or whatever And the on-screen caption is, hey, blah, blah, blah. What were you like in the nineties? Do you remember this one? Have you seen this one? What were you like in the nineties? Yeah, I remember. And then the Goo Goo Dolls, Iris, of course, a nineties hit is playing in the background. That was from your ninety four, ninety five City of Angels, Nicolas Cage, Meg Ryan. And it's playing there. So instantly the song takes you to a place.

22:11 So if you were, if the nineties was your jam, which is like, I don't know, forty year olds, fifty year old, the nineties was your jam. You're like, what's this? Thirty year olds, too. Got it. And is what were you like? There's that element of what's going to happen next. And of course, the next thing is a montage of people's pictures or little videos from the nineties. And it's a cool throwback. It's touching on nostalgia. I did one. Of course, I'm not going to do the regular one. I twist it. So I did two versions of this. I saw one of them. One of them did okay and got probably five thousand views when I'm normally getting two or three. The other got a hundred and like a like a lot. I can't remember.

22:52 I'll look it up in a second. But it got like four thousand percent over. The first one I did that did okay is I put a picture of me up now. And what were you like in the nineties? And I was like, I got to have some fun with it. And when I was a kid, the TV show that was popping was Dawson's Creek. And people were like, you kind of look like Pacey. And when you get caught, when you get totally look like a kid on TV, when you're fifteen, you run with it. So, of course, I made a montage of Joshua Jackson in nineties roles, which was Mighty Ducks and that's the one I saw, which was canon from one from when I was in the nineties. Right. The second one I did, I was literally driving. And here's the here's one takeaway. Sometimes you get to get the hell out of your house to get good ideas. I'm driving and I'm like thinking about that video.

23:32 I'm like, that video is kind of funny. How do I make it funny for everybody? It was funny for me because it was like, oh, it's not him. Got it. Ha ha ha. That's kind of cute, I guess. And then I was like, we need to poke fun. What if we personified the profession of physical therapy? So I AI generated two physical therapists today. I said, give me like two physical therapists, modern gin setup, athletic wear. And then I said, hey, physical therapy, what were you like in the nineties? And then of course I went to grainy AI generated photos of grainy nineties vibe, beige wallpaper, polo and khakis, white new balance sneakers, all modalities. So it was like traction, e-stim, hot pack.

24:12 And I got two things similar to Dave's. I got That's garbage. I'm offended by your statement that that's all we... Guys, it's satire. Saturday Night Live does this. You get it, right? But that's fine. I'll take the comments and the satire. And then I got... Yeah, that was us. Yeah. We did that. We got paid for it too. I'm like, got it. I touched on the same things in a different way. But that should be a lesson. There's another data point. That one popped off by an order of magnitude of like a hundred. I was just going to ask you which one performed better. That one performed better. That one got more comments too. The one about me being pacey from whatever, that got... Now I can't find it.

24:58 Did I share it that long ago? That one got... That one got two thousand views. The one about physical therapy got forty-one thousand. Talking about yourself. That's okay. Talking about all of us. Ding, ding, ding, ding. letting me interact, giving me an opening, giving me a chance to interact. So I started this off by talking about Judy's Cafe. And my computer's a little wonky or else I'd have the videos on screen. Look up Judy's Cafe. She's a woman who came from China. She immigrated from China. She opened up a cafe after working in someone else's restaurant for years. And she just owns one cafe, not a franchise, not in a big town, rural Illinois.

25:38 And she takes other viral trends, It doesn't need high production value. So she uses all these viral hooks, stitches them together. My guess is she spends two to three days a week doing this, which is brilliant because her job is eyeballs. And hopefully eyeballs lead to online sales and hopefully traffic. But that's less likely because she's in rural Illinois. So my question to loop both of these topics together, this is great. but unless you're a virtual PT, I mean, being in New York city, Dave's got an advantage. There's a big audience there. This is nice, but is it necessary or how do you use it? How can we use it to an advantage? Paul says, just for the audience, the, the viral hooks, it's, it's kind of like you're stealing the first couple seconds of a different video, right?

26:28 Of like a, like a, like a, like a, like a fake car accident or someone falls off a gurney. You saw that one or, I like the one where there's a woman, crazy good kickboxer, and there's a bottle of water on top of a kicking pad. She kicks it. The bottle goes up in the air. She kicks it again off screen, and then someone does something with that. Listen, this is how stand-up comedy works. There's set-up, hook, set-up, punchline, set-up, punchline. Now, this is great for, again, the beauty pageant metric, but how do we steal this? So that's what I wanted to sort of pose to you guys. Dave, let's say you were consistently getting five to ten thousand views per whatever. I'm sure if you looked into the data on Instagram, it'll tell you where those people are from country-wise.

27:13 If they're from all over the place, my question is, how do we actually use that to drive what we're trying to do, which is patient care? For better or for worse, I think the more followers, the more engagement, the more interesting videos you have. Of course, I'm not going to capture people in Jamaica or Ohio or California that are then going to come do business with us. Maybe some small amount will want to do a virtual visit or consult with us, just like people have reached out to Tony, especially because of his Facebook group and his YouTube reach and all that. So that's a little bit, but again, I'm not trying to do it. It would be like one of my therapists doing it.

27:54 But I still think the broad scale of followers and kind of making these like potentially not artificial, but the approach of having some goal of getting more reach and more engagement when local folks... see your profile, they'll be more likely to like follow or comment or engage because for better or for worse, they're seeing like if they come across Tony's account, if someone in, if someone in Cleveland, Ohio comes across Tony's account, they might be more likely to drive out of their way or something to go and see Tony for a visit or a couple of visits or a week or something like that because of the, again, like I said, for better or for worse, the social proof or the credibility that that account has garnered across all these other people.

28:46 And so it's a little bit of like, there's authority, there's credibility there. There's some amount of trust. They're like, okay, well this, you know, Tony's accounts get thousands or millions of views and a ton of comments and engagement. So I still think there's a way, and it's probably not clear cut, but using the bigger scale of reach, but still focusing on like, how do I just, how do I stay local? Because the local people are the ones that are going to transact with us and do business with us and work with us. So Gary, you know, Gary Vee said this, other people have said this, like, he's like, if I'm launching a brick and mortar business today, I'm going to follow every coffee shop, every yoga studio, every gym, every fitness trainer in my zip code.

29:28 Like he was like, my attack plan would be become king of my zip code in thirty days or less. And then you go and you comment on anything local. There's a five K you comment on it. You become king of the zip code. And what that does is it connects you to local people. Again, views are nice, but people watching you in Iowa doesn't help you if you have a practice in New York. Maybe a little bit of social cred, but I don't even know if the juice is worth the squeeze. Antonio's got a huge comment. I read it. I'll essentially summarize. Antonio's saying, "...content is great. I believe if you're willing to put yourself out there, it is worth it. It is worth to juice medical... Okay, juice versus squeeze ratio." He's saying like, well, other clinicians tear each other down.

30:10 I don't disagree that that's a thing. I think the biggest hurdle is I don't know where to start or is this worth my time? I don't think it's like, well, then people are going to shit on me, which is always, I'm going to look deep into the camera now, always going to happen. There's a great phrase or quote, people like, you will never be criticized by someone doing more than you. you'll always be criticized by someone doing less than you. Like why? By the way, with my, with my post, there were some people commenting that, saying that so that the grandfather-in-law in the video that we're talking about from my account yeah he's sicilian and he was actually born raised in tunisia it's like or he lived in tunisia or whatever so but people in the comments some people from jamaica were saying this white man is going to steal this black dressing this ointment and and sell it and make millions and and I was like, man, it's the internet.

31:04 Like, yeah, it's the internet. If you think people are weird, like go to the internet. Like I'm like, I'm like, he's not, I mean, maybe he looks a little, I'm like, he is not white. He's when he tans, he's got a way darker shade. I mean, he's, he's, he's, he's from, you know, Sicily. Like everyone's got darker skin there. Do people will take a dump on anything? Tony, you're going to say something. I don't know. I agree with everything you guys are saying. I agree with the social proof of having a large account. I don't think it's worth paying for fake subscribers. No. But I definitely think having true organic reach in this case instantly gives Dave some credibility, especially when he's reaching out to physicians and other local referral sources.

31:54 Bingo. Go ahead, Jimmy. Dave, you've got to pin that. That video needs to be pinned so it's at the top. Oh, yeah, yeah, yeah. Because I went to look for it this morning. I'm going down to Danny. This is on topic. I'm going down. You guys know Danny Maté, right? Sure. I still don't understand why it's not Matta. I called him Danny Manna for years, and he never corrected me. I called him to his face, and he was just like, that's okay. That's sort of all you need to know about Danny. He literally wrote a book called Buck Insurance, and he just doesn't care. He's like, okay. He is Mel Robbins. Let them. Twenty years ago.

32:34 Just like, okay. You don't like me? Okay, great. Moving on. Anyway, I'm going down to he has a gathering twice, I think, a year of all the people he coaches. business-wise. And he says, you can open a cash practice. I'll show you how to do it. The problem is he keeps doing it. He keeps doing it. And my point is, I'll be in the room with hundreds of clinicians and owners. And I'll be there saying, hey, you need to do this. Hey, let's talk social. I don't think you need to invest as much money to get the desired results. I think step one is doing it. If you're not going to do it, that's what you should hire for.

33:16 Do you know what I mean? If you're like, I got to edit this because I want it to look at least a B minus, that's what you spend on. It doesn't need to be tens of thousands a month to get that. Look at Judy's. Now, Judy's, obviously, someone's doing it, but they're not Marvel-level quality content. It's authentic. It's real. It's approachable. So I think for practice owners, look what Tony's doing. be hard for him to fake those results. Like he's just, he's showing you, Oh, this was a dud. No, it was a home run. Another million, another million view month. Like, whoops. And none of that is like hot, you know, thousand dollar camera quality. Going back for a second.

33:57 I do remember now what I was going to say. Antonio's comment, he was saying, you know, is it worth it? Should I be putting my time into it? We all remember, like Gary Vee used to say, look, some people are made for video. Some people are made for audio. Some people are made for writing. Just because, you know, Dave obviously had some great success. He's been doing podcasts and video for a decade, like a ridiculous amount of time. Jimmy, the same. So it's one of those things where maybe if Antonio's goal is, I want more patients in my practice, in my business, he doesn't even do any of this stuff and he goes straight to the physicians.

34:37 I spent the first twenty years just building relationships with physicians, just bringing lunches, just figuring out ways to connect with the doctor directly and build those professional relationships and it had nothing to do with social media. I don't know who this is because it's not showing me, but the person saying in their videos... Oh, anonymous? Oh, anonymous. It might not be their fault. It might be with the app. I don't think it's them. But it's saying, I mentioned where I'm from, the SEO and the transcript may help promote me locally. I've definitely gotten patients in Ohio from YouTube. People across the globe purchase my digital product. When I publish my book on chronic dizziness, it's sold in my YouTube community.

35:17 Yeah. Is that Amy? That might be Amy. I have to go to LinkedIn. Amy who? anyway I know Jimmy has to get out of here at nine fifteen oh shoot yeah we've got about nine minutes what do we want to close with I'll go first with a parting shot which is like decide your resource of time is finite do you want to be doing this like is this a target is this a strategic goal you should only have three if this is a strategic goal ask yourself are you going to do all of it If the answer is yes, good. If you like it, number one is like it. Number two, can you get good at it? Can you get better at it?

35:58 Great, answer those. If you don't like it, but you still want to do it higher. If you like it or if it's a strategic goal and you don't like doing it, hire for it. But if this is a target, look at Judy and triple down on it. Like the difference between doing it a little bit and doing it a lot is actually not as big as you think. It's getting started and moving and inertia, overcoming inertia. That's the biggest thing. So if you want to do it, listen, Dave, you're a baseball guy. If I swing a little bit or I swing... More swings. But still a strike is my point. I'm talking about how hard I swing. If I'm trying to hit a home run, if my goal is home runs, and I swing a little bit and I miss, and I swing really hard and I miss, still a strike. So swing hard. Right.

36:40 Let me share my parting shot just because it'll get me some hate. My big motivation for what I'm doing on the media side of things right now is I need something to keep this interesting. You know, in patient care, I've been doing patient care for twenty five years. Like it doesn't take much, much cognition. It doesn't take much brain stimulation. And people will tell me, you got to leave. You got to get out of the profession. You should retire because you're not doing your patients any justice. I would believe you, I would agree with you if my patients quit coming or didn't want to keep seeing us. The fact that they keep coming means they're getting the results they want.

37:24 But on the personal side, I need some sort of external like, give me something, give me a challenge. Being another person with back pain is not a challenge. Being another shoulder pain is not a challenge. I need a challenge. Getting in front of a camera, putting myself out there, trying these new things. This is a challenge that keeps the profession exciting for me. And of course, it generates a little bit of extra profit. Yeah. Dave, your party's showing up. For me, it's just more volume. It's just putting out more content. Don't overthink it and just hit publish. But with the caveat of looking back now, the video that I posted with my grandfather-in-law with the ointment, I didn't realize it, but it was for others.

38:09 It was not for me. I mean, I was talking over it, but it was not putting me in the Jimmy gave the example of the reel that you did the edit where it was like you in the nineties as Joshua Jackson. And that was about you and it didn't perform as well. But then when you made it about the audience or the consumers or the public, now all of a sudden it becomes more interesting and it's more engaging. It's more remarkable. There's more interest or demand or curiosity to keep watching or comment or whatever it might be. You can put out as much as you are able to. As long as you have consent, film your patients, your clients, your neighbors, your family members, yourself, your team members.

38:54 And that will, I think, guide you, just like it's guided Tony very well, on what to continue to publish and share. And it's fine to do a mix of things, knowing that the things that are for others usually hit the most and have the most views and the most shares and saves and comments and all that. So you might want to consider that instead of posting like, I don't know, more about your practice. Like, hey, we're having this special and it's this and you get this and this and this. We're talking top of funnel, top of marketing and awareness. So yeah, those are my takeaways. And hopefully that helps others out there. Let's forward tease this because I want to take what we're just talking about and twist it a little bit in the arena of live selling.

39:36 Because that is where attention meets revenue. People are coming there with the attention of, oh, what's this? Maybe I want it. I want to learn how to do this better. I've tried it a little bit a few times on Amazon Live. I want to know best practices because I think this is... I'm going to say new. I know it's been going on for a couple of years, but now it's starting to hit the middle of the bell curve. I want to understand what's the psyche of the person who's like, I want to buy stuff online. My mom and my grandmother, my aunt used to call each other, three-way call, and watch QVC together. One was in Florida, one was in New York, one was in Oklahoma. And they'd look, oh, let's get that for Aunt Bessie. And let's, oh, what about in blue or red?

40:17 That's a social experience. So is live selling. I'd love to figure this out. Is there a place for healthcare? Yes. I don't exactly know what it is, I'm being honest, but I feel it in my bones. I comment real quick because we have less than four minutes, but I commented the other day, you liked it, about if you're going to do the live selling with the HyperVault, the HyperRace products, and you have like a directory of physical therapists that will offer something and you have like a spreadsheet or we send you some, we, or we, we make a, we make a public Google sheet or whatever. And it would be like for NYC, it would, you know, concierge pain relief and then whoever else.

40:59 And for concierge pain relief, you get this, you get this, you get this. So if someone is buying your, the hyper ice product that you're live selling online, because if you're just new here, if you're just watching, jimmy got one of everything basically sent to him by hyper race because he's got you know he's got that online credibility so you have all these products you're gonna potentially you're gonna live sell them on whatnot or some other platform but people can also just go buy that anywhere else most other than the one other than the one new down or whatever it's called now now it's out but it wasn't out and so people could go buy that elsewhere, but why, so why would they buy it from you? And why would they buy it through live, live selling?

41:41 And my suggestion is you got to, All these practice owners, Boba Venko commented. He said, I'll do a discounted or reduced offer. So if someone is in Colorado and they're live, Jimmy, you're like, hey, where are you from? Put in the comments where you guys are. Oh, you're from New York. Oh, you're from Colorado. Oh, you're from Ohio. And you're engaging with the audience. And if they buy, then you can also offer them unique things that they could not get anywhere else. All right. We'll talk about this on Thursday. That's the tease. All right. And we're going to want an update of how many views your video got. All right. We'll see you guys next week. Sorry, not next week. That's it. We're out. Boys, what the hell are you doing? Follow Tony Maritato on YouTube at Total Therapy Solution.

42:22 Find Dave Kittle at conciergepainrelief.com and on YouTube at The Dave Kittle Show. And follow Jimmy McKay at PT Pinecast on YouTube, the socials, and wherever you binge podcasts you pretend are for CEU. And hey, just a reminder, none of this was for advice. This was for entertainment only. Our lawyers say that counts. Thanks, Keith.