Why Physical Therapy Clinics Fail at Email Marketing (and How to Win)

WEBVTT

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Exactly.

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I should just hit record before we,

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before I start everything.

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It should just be, yeah,

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it just should be always

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recording at all times.

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That's, that's how you get the good stuff.

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And for clarity, just for you,

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I've already recorded your intro.

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But I did it at the end of the episode.

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That's where people are like,

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wait a minute.

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How do you know what you're

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about to talk about?

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I'm like,

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because I'll record it at the end

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of the episode.

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When do you write your note as a PT?

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At the end of the episode.

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I'm like, you'd never do that before.

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Jeremy, welcome to the show.

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I feel like I know you

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because I listen to you

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talk a lot and write.

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So I read.

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I have your voice in my head.

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How do you explain to people,

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because we'll get to what you used to do,

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How do you explain to people

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what you get to do now?

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Yeah,

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so what I do now is I run a digital

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marketing company.

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It's called Patch.

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We help primarily cash-based

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physical therapy clinics

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just do marketing better

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for the most part.

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So it's really anything on

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the digital landscape side of things.

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So everything from Google

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Ads to SEO to setting up

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backend systems through CRM,

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email marketing,

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really anything that

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doesn't involve the local

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marketing side of things,

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we help them do those things.

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Yeah, that's kind of what I do now.

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I love when I talk to the

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people that you probably

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like to serve and they're like,

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but I could do everything

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Jeremy just listed.

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And Jeremy's probably like, great.

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Go do why have it?

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Number one,

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why haven't you done that already?

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And number two.

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how hard could it be?

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It's not rocket science,

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but the question is,

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and I think someone

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reframed it really well, anybody can,

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just will they?

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When potential patients look at PTs,

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they're like, I could just Google this.

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It's like, great, why haven't you?

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Because you're looking for

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guidance or to someone to plan it out.

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When I did my last

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longer distance triathlon.

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I wanted to have a good

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experience on race day.

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And I know enough about

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triathlon that I could plan a training,

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uh, plan.

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And I hired someone because I was like,

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I want someone who's better

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than me to do it.

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Um, and they did.

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And I loved it.

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And I was happy to hand money over.

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That's like the one thing I

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want to talk about people too, is like,

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as PTs, we're such bleeding hearts.

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We have this Peace Corps

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gene that we're like, if it's not covered,

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how can I figure out a way

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to deliver it without getting paid?

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And I'm like,

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I'm not saying like hose people,

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but I'm saying if you're delivering value,

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did you ask your patient if

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they don't wanna pay?

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So we'll get to that.

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But first thing I want to talk about,

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let's go backwards now.

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That's what you get to do now.

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And I think you're in a

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perfect position to do that

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now because you were your customer,

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right?

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Like you built Ripple.

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We can talk about Ripple, which is...

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ridiculous name for a clinic

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but like maybe that's why

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you picked it because it's

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like doesn't make any sense

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why isn't it something

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something physical therapy

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it's like I don't know

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maybe because he wanted to

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say it was different you

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built ripple from the

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ground up what was it and

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then you scaled it

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automated it and then you

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sold it like this is like I

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want to know was that part

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of the plan or is that part

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of the journey like walk us

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through what growth looked

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like for ripple

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Yeah.

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So I started in,

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I guess like even a little

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bit of backstory about, about me.

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Yeah.

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So it was during COVID.

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Um, I'm actually,

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so I'm a massage therapist,

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strength and conditioning coach as well.

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So I'm not, I'm not a physical therapist.

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I get long story short.

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I moved to Boston, uh,

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because for PT school

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realized that PT wasn't for

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me because I had like,

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I worked as like a PTA job and.

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you know,

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it was at the hospital and

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inpatient physical therapy.

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And I was like,

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this is not what I thought

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I was signing up for.

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Basically.

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I thought I was going to be

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with athletes and doing a

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little bit more on like the

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AT side of things.

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So,

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I didn't end up going to DPT

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school and just kind of

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turned myself into this

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like hybrid provider, I guess,

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for lack of a better word,

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where I got my massage therapy license,

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took all the PRI, FRC,

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all of those certifications

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and just did this like, you know,

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kind of like strength

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training slash manual therapy, like,

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you know,

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personal training service in

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downtown Boston.

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So I was working at a clinic.

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It was going great.

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It was awesome.

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I had a full caseload.

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It was, you know,

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I was doing exactly what I wanted to do.

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COVID hit.

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clinic I was working at shut

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down um and so from that

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point you know I went

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self-employed worked like

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that coveted summer you

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know treating people

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outside in their homes

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wherever I could just to

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you know see the people I

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was seeing beforehand and

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things actually got busier

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for me during covid because

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I was providing that like one-on-one

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service and almost like this

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concierge type service.

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So, you know, I was like,

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I think I have something here.

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Um,

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obviously this is a weird time in the

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world, but you know,

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I'm going to kind of go all

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in and open up this standalone space, um,

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in downtown Boston.

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So that's where ripple was born.

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So we started that in

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know long story short with

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that is yeah three years

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kind of went by and was

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able to grow it to we had

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seven pts so we're fully

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cash based we didn't take

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any insurance or anything

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like that um you know we

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ended up we we had two

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locations and I sold it in

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uh november of last year so

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a few months ago and yeah I

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think like like you said um

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I was in a situation where

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like I hired a marketing

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company to do those things

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that you know I thought like

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I don't really know how to do this stuff.

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And like,

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I need to like grow this clinic

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and be a manager and pay the bills.

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So I hired a Boston based

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marketing company to do SEO

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and run Google ads and all that stuff.

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And kind of got burned by them,

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to be honest with you for

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ten thousand dollars later.

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And I was like,

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I got to figure this stuff out on my own.

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I suppose if I want this to work,

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ended up falling in love with it.

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And that's really like where

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our clinic was able to grow

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and kind of led me to the patch really.

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That's awesome.

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I think one thing that

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jumped out at me is that

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timeframe that you're talking about.

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A lot of people shrunk.

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A lot of people got real small.

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Do you know what I mean?

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Like a lot of people were like,

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I'm just going to be safe.

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And you did quite literally the opposite.

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Like you built something in

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the middle of what

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everybody else was shrinking.

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Did that feel, I mean, how was that like?

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it was it was just such a

00:06:16.319 --> 00:06:17.660
weird time right because it

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was you know one week mass

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mandates were lifted we're

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all good to go we're in the

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clear and then the next

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week everything was like

00:06:24.925 --> 00:06:26.146
rolled back and we can only

00:06:26.166 --> 00:06:27.088
have one person in the

00:06:27.127 --> 00:06:28.428
clinic at the time and it

00:06:28.468 --> 00:06:29.629
was just such a bizarre

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like time of year but

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Again,

00:06:31.630 --> 00:06:34.353
I think super lucky timing-wise

00:06:34.413 --> 00:06:35.634
where because we were doing

00:06:35.973 --> 00:06:37.355
the one-on-one care and the

00:06:37.415 --> 00:06:39.276
six-minute care and all of

00:06:39.317 --> 00:06:41.877
the PTs were seeing one

00:06:41.918 --> 00:06:43.259
patient in a private room,

00:06:43.540 --> 00:06:45.081
people gravitated to us

00:06:45.221 --> 00:06:47.341
more versus the insurance

00:06:47.382 --> 00:06:48.523
clinic that needed to have

00:06:48.802 --> 00:06:52.365
five or six people in there at a time.

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That's where people started

00:06:53.807 --> 00:06:55.127
seeking us out because they

00:06:55.148 --> 00:06:56.168
felt more comfortable

00:06:56.329 --> 00:06:58.170
coming to see us versus the

00:06:58.370 --> 00:06:59.391
traditional PT route.

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Yeah.

00:07:01.802 --> 00:07:02.324
I want to talk about a

00:07:02.363 --> 00:07:04.026
phrase that I'm not sure I understand.

00:07:04.086 --> 00:07:04.725
And I didn't look at,

00:07:04.886 --> 00:07:05.507
I didn't look it up on

00:07:05.567 --> 00:07:06.648
purpose because I figured, Hey,

00:07:06.668 --> 00:07:07.408
I'm going to talk to Jeremy.

00:07:07.428 --> 00:07:08.269
He's going to know what it means.

00:07:08.290 --> 00:07:09.310
He can just teach it to me better.

00:07:10.512 --> 00:07:12.173
The phrase is enterprise value.

00:07:12.435 --> 00:07:13.396
Like what is it?

00:07:13.555 --> 00:07:14.737
And then what, I mean,

00:07:14.817 --> 00:07:16.959
obviously I don't know what it is,

00:07:16.980 --> 00:07:18.021
or I haven't used that phrase before.

00:07:18.040 --> 00:07:18.661
Like, what is it?

00:07:18.761 --> 00:07:19.843
What should I and the

00:07:19.983 --> 00:07:21.144
audience like clinic owners

00:07:21.223 --> 00:07:21.764
know about it?

00:07:22.795 --> 00:07:23.937
Yeah, so enterprise value,

00:07:23.976 --> 00:07:25.737
if you had asked me a year ago,

00:07:25.877 --> 00:07:26.858
even like I would have no

00:07:26.939 --> 00:07:28.720
idea what you're talking about either.

00:07:28.740 --> 00:07:29.920
This is all stuff that I

00:07:29.961 --> 00:07:31.341
learned during like the

00:07:31.401 --> 00:07:32.682
sale of my business.

00:07:33.144 --> 00:07:34.725
And really what enterprise value is,

00:07:34.925 --> 00:07:36.947
is doing something to set

00:07:36.987 --> 00:07:39.629
your business up to have bigger,

00:07:39.749 --> 00:07:41.269
like long-term scale to it.

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So if you do go and sell that clinic,

00:07:44.391 --> 00:07:46.035
adding more enterprise value

00:07:46.074 --> 00:07:47.117
means that your clinic is

00:07:47.197 --> 00:07:48.699
worth more money if you do

00:07:48.740 --> 00:07:50.103
go and sell that that

00:07:50.142 --> 00:07:52.367
business so for me you know

00:07:52.427 --> 00:07:55.112
like again like i

00:07:55.720 --> 00:07:56.360
kind of got to the point

00:07:56.380 --> 00:07:57.641
where my clinic was automated.

00:07:57.701 --> 00:07:58.802
I had somebody approached me

00:07:58.862 --> 00:08:00.144
to sell the business.

00:08:00.324 --> 00:08:01.886
I kind of thought that, you know,

00:08:01.946 --> 00:08:02.906
I knew I wanted to go all

00:08:02.987 --> 00:08:04.788
in with Patch and, you know,

00:08:04.807 --> 00:08:06.709
eventually either wanted to step away or,

00:08:06.870 --> 00:08:07.089
you know,

00:08:07.110 --> 00:08:08.612
find somebody to buy this thing

00:08:08.632 --> 00:08:09.312
or take it over.

00:08:10.553 --> 00:08:12.514
So when I got approached for

00:08:12.896 --> 00:08:13.735
the sale of the business,

00:08:14.377 --> 00:08:15.778
I I was kind of forced to

00:08:15.817 --> 00:08:16.778
start learning all these

00:08:16.817 --> 00:08:17.978
things of like what is

00:08:18.019 --> 00:08:19.100
enterprise value what can I

00:08:19.160 --> 00:08:21.240
do to set myself up um you

00:08:21.261 --> 00:08:22.040
know it's adding key

00:08:22.060 --> 00:08:23.101
employees it's having

00:08:23.122 --> 00:08:24.262
back-end systems all these

00:08:24.283 --> 00:08:25.343
different things so it's

00:08:25.382 --> 00:08:26.363
really anything you can do

00:08:26.403 --> 00:08:28.504
to increase the value of of

00:08:28.545 --> 00:08:29.466
what your clinic is worth

00:08:30.545 --> 00:08:32.787
um that that probably

00:08:32.847 --> 00:08:34.568
requires people stopping

00:08:34.629 --> 00:08:35.668
pausing and taking and

00:08:35.708 --> 00:08:36.570
being able to look at take

00:08:36.610 --> 00:08:37.769
stock of something now and

00:08:37.789 --> 00:08:38.610
look down the future

00:08:40.153 --> 00:08:42.836
I feel like not all but a

00:08:42.895 --> 00:08:44.197
lot of people are like

00:08:44.457 --> 00:08:46.619
they're so underwater or

00:08:46.639 --> 00:08:47.600
they're so up to their

00:08:47.679 --> 00:08:49.861
eyeballs in the now that

00:08:49.902 --> 00:08:50.802
that's something I'm never

00:08:50.842 --> 00:08:52.283
gonna do and we know like

00:08:52.323 --> 00:08:54.405
with retirement accounts a

00:08:54.466 --> 00:08:55.606
little bit now helps a lot

00:08:55.647 --> 00:08:57.248
later and there is a point

00:08:57.268 --> 00:08:59.370
when you can't catch up so

00:09:00.010 --> 00:09:00.910
what advice would you give

00:09:00.931 --> 00:09:02.712
to someone who's like in it

00:09:02.753 --> 00:09:04.333
now and is like hey I'm not

00:09:04.374 --> 00:09:06.255
planning on selling but like maybe

00:09:07.586 --> 00:09:08.668
what advice would you give to them?

00:09:08.708 --> 00:09:09.350
Like, Hey, like,

00:09:09.711 --> 00:09:10.894
like I want you to scare them a little,

00:09:10.933 --> 00:09:11.875
like you need to pay

00:09:11.895 --> 00:09:13.239
attention to this or else

00:09:13.278 --> 00:09:14.903
there will be a point in

00:09:14.923 --> 00:09:16.005
the sand where you've gone

00:09:16.046 --> 00:09:17.509
too far and now it ain't possible.

00:09:18.148 --> 00:09:18.528
Totally.

00:09:18.827 --> 00:09:18.969
Yeah.

00:09:18.989 --> 00:09:20.389
I think, I think the biggest thing, right.

00:09:20.409 --> 00:09:21.210
And this is what I talk with

00:09:21.230 --> 00:09:22.270
a lot of clinic owners

00:09:22.350 --> 00:09:23.412
inside of patch about is

00:09:23.932 --> 00:09:24.773
you need to start like

00:09:24.852 --> 00:09:26.234
figuring this stuff out now,

00:09:26.274 --> 00:09:27.794
because eventually you're

00:09:27.815 --> 00:09:28.654
just going to like,

00:09:28.674 --> 00:09:29.275
you're not going to want to

00:09:29.316 --> 00:09:30.196
run the clinic anymore.

00:09:30.235 --> 00:09:30.976
You're not going to want to

00:09:30.996 --> 00:09:32.258
be a therapist or like,

00:09:32.498 --> 00:09:33.378
you're going to want to try

00:09:33.398 --> 00:09:34.759
to do something else.

00:09:35.299 --> 00:09:36.500
And if you don't start

00:09:36.600 --> 00:09:39.121
slowly chipping away at building systems,

00:09:39.523 --> 00:09:39.722
you know,

00:09:39.743 --> 00:09:41.203
having a key employee in place

00:09:41.244 --> 00:09:42.063
that you can take a

00:09:42.124 --> 00:09:43.504
vacation if you want to,

00:09:43.565 --> 00:09:44.905
and things don't totally crumble.

00:09:45.586 --> 00:09:45.746
Um,

00:09:46.267 --> 00:09:47.028
Then, you know,

00:09:47.087 --> 00:09:48.889
not only you're going to work, you know,

00:09:49.089 --> 00:09:49.428
ten,

00:09:49.489 --> 00:09:50.929
fifteen years on building this

00:09:50.990 --> 00:09:52.510
business and you're going

00:09:52.530 --> 00:09:53.370
to have nothing to show for

00:09:53.410 --> 00:09:54.231
it at the end of the day.

00:09:54.552 --> 00:09:56.212
That sucks, obviously.

00:09:56.253 --> 00:09:56.493
Right.

00:09:56.692 --> 00:09:58.333
And I always tell people to

00:09:58.374 --> 00:09:58.995
like it doesn't matter if

00:09:59.014 --> 00:09:59.754
you're trying to sell the

00:09:59.794 --> 00:10:02.136
business or automate the business.

00:10:02.157 --> 00:10:03.738
So you have like time and

00:10:03.857 --> 00:10:04.898
location and freedom.

00:10:05.019 --> 00:10:06.339
You're doing the same exact thing.

00:10:06.379 --> 00:10:07.559
The process of both of those

00:10:07.600 --> 00:10:08.780
things are exactly the same.

00:10:08.801 --> 00:10:09.541
Doesn't mean you have to

00:10:09.581 --> 00:10:10.221
sell the business.

00:10:10.822 --> 00:10:12.724
But I think the end goal should be, again,

00:10:12.764 --> 00:10:13.683
like if you want to take a

00:10:13.744 --> 00:10:15.066
couple week vacation and

00:10:15.105 --> 00:10:15.946
the clinic still makes

00:10:15.985 --> 00:10:17.226
money and it runs and you

00:10:17.246 --> 00:10:18.488
don't need to step in and

00:10:18.528 --> 00:10:20.070
hop in Slack or answer emails,

00:10:20.470 --> 00:10:21.510
that's really the goal at

00:10:21.530 --> 00:10:22.250
the end of the day.

00:10:22.591 --> 00:10:23.152
So, you know,

00:10:23.712 --> 00:10:25.033
regardless of what your end goal is,

00:10:25.053 --> 00:10:26.634
that's what you should be shooting for.

00:10:27.215 --> 00:10:27.416
Yeah.

00:10:27.475 --> 00:10:29.197
You said part of Ripple's

00:10:29.236 --> 00:10:30.857
success was built on digital marketing.

00:10:31.139 --> 00:10:32.019
You said you got burned and

00:10:32.058 --> 00:10:32.940
you figured out sort of how

00:10:32.960 --> 00:10:33.701
to do it yourself.

00:10:33.760 --> 00:10:34.541
Hey, how hard could this be?

00:10:35.546 --> 00:10:36.505
The difference between you

00:10:36.546 --> 00:10:37.426
and someone else saying, well,

00:10:37.446 --> 00:10:38.307
how hard can it be is you

00:10:38.326 --> 00:10:39.986
went and did it like you researched it,

00:10:40.086 --> 00:10:41.346
which again is not for everybody.

00:10:41.787 --> 00:10:42.028
Right.

00:10:42.067 --> 00:10:42.827
Somebody asked me to do

00:10:42.947 --> 00:10:43.888
something outside of my domain.

00:10:43.908 --> 00:10:44.567
I would just never do it

00:10:44.587 --> 00:10:46.048
because I don't want to.

00:10:46.149 --> 00:10:47.068
Like, that's that's the thing.

00:10:47.089 --> 00:10:48.229
I don't want to learn about plumbing.

00:10:48.249 --> 00:10:49.129
I want to hire someone to

00:10:49.149 --> 00:10:50.068
put in a bathroom for me,

00:10:50.529 --> 00:10:52.190
but I'll learn about how to mow my lawn.

00:10:52.269 --> 00:10:52.809
I'll do that.

00:10:52.870 --> 00:10:53.090
Right.

00:10:53.110 --> 00:10:54.389
So like figuring out what you're good at,

00:10:54.429 --> 00:10:55.311
what you like to do.

00:10:55.910 --> 00:10:57.350
You said it was really built

00:10:57.410 --> 00:10:58.671
digital marketing with that email,

00:10:58.691 --> 00:10:59.412
that SEO.

00:10:59.892 --> 00:11:00.692
Why do you think so many

00:11:00.731 --> 00:11:02.331
clinics ignore this?

00:11:02.412 --> 00:11:03.312
Like even if we're like,

00:11:03.352 --> 00:11:04.673
this is important and they agree.

00:11:06.583 --> 00:11:07.445
Why do they ignore this?

00:11:07.525 --> 00:11:09.469
And then also what's working now?

00:11:09.629 --> 00:11:10.711
Like what's the next thing

00:11:10.730 --> 00:11:11.751
from email and SEO that

00:11:11.831 --> 00:11:12.634
someone should be at least

00:11:12.653 --> 00:11:13.895
be paying attention to?

00:11:13.936 --> 00:11:15.158
Yeah, totally.

00:11:15.197 --> 00:11:17.100
So I think the reason it

00:11:17.120 --> 00:11:18.503
worked for me is because

00:11:19.417 --> 00:11:20.216
know clearly like I said at

00:11:20.236 --> 00:11:21.518
the beginning I'm not like

00:11:21.538 --> 00:11:22.918
your standard clinician

00:11:22.958 --> 00:11:24.639
where I think a lot of pts

00:11:24.659 --> 00:11:25.840
that I talk with like

00:11:26.200 --> 00:11:27.880
they're clinicians at heart

00:11:27.900 --> 00:11:28.721
they're not really like

00:11:28.782 --> 00:11:30.022
business owners maybe they

00:11:30.042 --> 00:11:31.023
just like kind of stumbled

00:11:31.082 --> 00:11:32.744
into this because they want

00:11:32.764 --> 00:11:33.744
to give a little bit better

00:11:33.783 --> 00:11:34.884
care especially on our end

00:11:34.904 --> 00:11:35.865
with like the cash based

00:11:35.904 --> 00:11:39.606
pts so like for them going and like

00:11:40.086 --> 00:11:42.167
Removing time away from the

00:11:42.287 --> 00:11:44.006
actual treating side of

00:11:44.048 --> 00:11:45.788
things and giving that care

00:11:46.248 --> 00:11:47.469
to sit in front of a

00:11:47.548 --> 00:11:49.389
computer and learn SEO or

00:11:49.429 --> 00:11:50.870
the inner workings of Google Ads,

00:11:51.370 --> 00:11:53.051
that is not appealing to

00:11:53.130 --> 00:11:55.432
most PTs that I speak with.

00:11:56.091 --> 00:11:56.611
For me,

00:11:57.293 --> 00:11:58.754
I loved diving into that stuff

00:11:58.793 --> 00:12:00.615
because my heart wasn't

00:12:01.155 --> 00:12:03.618
totally in the clinician side of things.

00:12:03.898 --> 00:12:04.837
I was more than happy to

00:12:04.899 --> 00:12:06.919
pass off all of my patient

00:12:06.940 --> 00:12:08.181
care to my staff PT,

00:12:08.500 --> 00:12:09.841
and I can go and figure out

00:12:09.922 --> 00:12:11.302
this marketing side of things.

00:12:11.703 --> 00:12:12.903
So I think most PTs don't

00:12:12.984 --> 00:12:14.065
end up doing this because

00:12:14.085 --> 00:12:15.326
they just don't really like doing it.

00:12:15.346 --> 00:12:16.706
And that's totally okay.

00:12:17.047 --> 00:12:17.947
As a business owner,

00:12:18.028 --> 00:12:18.928
you have so many other

00:12:18.969 --> 00:12:19.828
things to worry about.

00:12:19.870 --> 00:12:21.149
You've got to fulfill.

00:12:21.169 --> 00:12:22.291
You've got to be a good leader.

00:12:22.311 --> 00:12:23.751
You've got to do all the local marketing.

00:12:23.772 --> 00:12:24.432
And I think that's what a

00:12:24.673 --> 00:12:25.673
you know an actual pt

00:12:25.774 --> 00:12:28.254
actually loves doing um so

00:12:28.294 --> 00:12:29.556
I think that's why that's

00:12:29.615 --> 00:12:30.515
that's where like kind of

00:12:30.535 --> 00:12:31.496
patch comes in and I think

00:12:31.537 --> 00:12:32.937
we've we fit very nicely in

00:12:32.957 --> 00:12:34.158
a lot of businesses because

00:12:34.458 --> 00:12:35.418
we kind of handle all the

00:12:35.458 --> 00:12:36.700
stuff that needs an

00:12:36.759 --> 00:12:38.721
industry expert to do and

00:12:38.740 --> 00:12:39.861
it's always the stuff that

00:12:39.902 --> 00:12:41.082
people like clinic owners

00:12:41.102 --> 00:12:42.363
just don't want to do so

00:12:42.923 --> 00:12:43.984
that's you know kind of my

00:12:44.004 --> 00:12:45.245
thought process on you know

00:12:45.325 --> 00:12:48.106
why I think most pts don't do this stuff

00:12:49.042 --> 00:12:51.043
In terms of what I'm seeing moving forward,

00:12:51.763 --> 00:12:53.842
I think AI is obviously the

00:12:54.182 --> 00:12:55.384
big buzzword with all this

00:12:55.423 --> 00:12:56.183
stuff coming through.

00:12:57.104 --> 00:12:57.943
It's been really interesting.

00:12:57.984 --> 00:12:59.184
I think it's still too early

00:12:59.225 --> 00:13:00.845
to tell in terms of the AI

00:13:00.865 --> 00:13:01.424
and how it's going to

00:13:01.445 --> 00:13:03.466
affect Google Ads or SEO.

00:13:04.025 --> 00:13:04.285
Obviously,

00:13:04.306 --> 00:13:05.886
when you Google something right now,

00:13:06.326 --> 00:13:07.986
Google will spit you out

00:13:08.167 --> 00:13:10.248
almost like an AI script of

00:13:10.607 --> 00:13:11.988
some of the key points that

00:13:12.008 --> 00:13:13.828
it's then crawled on the internet.

00:13:14.793 --> 00:13:15.653
For local services,

00:13:15.714 --> 00:13:16.734
it seems like it's still

00:13:16.754 --> 00:13:17.654
like everything's about the

00:13:17.735 --> 00:13:20.017
map still in your SEO ranking.

00:13:20.076 --> 00:13:21.216
So I don't see that being

00:13:21.256 --> 00:13:22.538
disrupted just yet.

00:13:22.878 --> 00:13:24.559
But I think at the end of the day,

00:13:24.580 --> 00:13:26.061
it's all about content and

00:13:26.081 --> 00:13:27.341
putting really good content

00:13:27.402 --> 00:13:28.923
out there on all of the

00:13:28.962 --> 00:13:30.644
platforms because that's

00:13:30.663 --> 00:13:31.764
what OpenAI is going to do.

00:13:31.784 --> 00:13:32.565
It's going to pull from your

00:13:32.605 --> 00:13:34.025
Instagram account, your Facebook,

00:13:34.385 --> 00:13:35.447
all the blogs that you write,

00:13:35.466 --> 00:13:36.467
your website quality.

00:13:36.868 --> 00:13:37.928
And then that's what's going

00:13:37.948 --> 00:13:39.129
to be like your traditional

00:13:39.309 --> 00:13:41.130
SEO in two or three years from now.

00:13:41.794 --> 00:13:42.534
Yeah.

00:13:42.554 --> 00:13:43.956
The basics still kind of are

00:13:43.975 --> 00:13:44.515
going to apply.

00:13:44.535 --> 00:13:45.875
Exactly.

00:13:45.895 --> 00:13:47.756
Bring bring value and value follows.

00:13:48.437 --> 00:13:50.157
I was in radio for fifteen years,

00:13:50.837 --> 00:13:51.697
decade and a half.

00:13:52.278 --> 00:13:53.238
One of the worst questions

00:13:53.258 --> 00:13:55.359
you could ask a band is

00:13:55.458 --> 00:13:56.558
where did you get the band name?

00:13:56.778 --> 00:13:57.679
But as I'm sitting here,

00:13:58.240 --> 00:13:59.480
you were talking about like gaps,

00:13:59.519 --> 00:14:02.100
like was patched like a way

00:14:02.120 --> 00:14:03.821
to like patch a hole or

00:14:03.860 --> 00:14:04.981
patch a gap or it was

00:14:05.001 --> 00:14:05.501
something different.

00:14:06.485 --> 00:14:07.466
Yeah, there you go.

00:14:07.505 --> 00:14:08.506
You nailed it right there.

00:14:08.527 --> 00:14:11.849
Yeah, that's like we have like, you know,

00:14:11.889 --> 00:14:13.630
if anybody books a demo call with us,

00:14:13.650 --> 00:14:15.532
we send them over like a document of like,

00:14:15.572 --> 00:14:17.053
here's what Patch does basically.

00:14:17.494 --> 00:14:18.695
And like the image on the

00:14:18.735 --> 00:14:19.936
front of it is like a

00:14:20.015 --> 00:14:21.878
bucket with all these holes

00:14:21.937 --> 00:14:23.619
that are like indicative of like,

00:14:23.918 --> 00:14:24.820
if you're not running ads

00:14:24.840 --> 00:14:26.061
or sending a newsletter and

00:14:26.100 --> 00:14:27.402
like Patch comes in and

00:14:27.942 --> 00:14:29.663
literally patches those holes for you.

00:14:29.683 --> 00:14:30.625
So that's exactly it.

00:14:31.937 --> 00:14:32.898
I was trying not to ask the

00:14:32.918 --> 00:14:34.198
band where they got their name,

00:14:34.239 --> 00:14:35.580
but I had to ask because I was like,

00:14:35.600 --> 00:14:36.421
this one looks obvious.

00:14:38.042 --> 00:14:38.702
Maybe I should have asked

00:14:38.722 --> 00:14:39.383
Nickelback because I still

00:14:39.403 --> 00:14:40.484
don't know where the hell that came from.

00:14:43.506 --> 00:14:44.288
Now that you launched Patch,

00:14:46.408 --> 00:14:47.671
after you book one of those calls,

00:14:48.331 --> 00:14:49.390
What are a few of the

00:14:49.431 --> 00:14:50.652
mistakes we talked about, you know,

00:14:50.711 --> 00:14:51.611
not paying attention to or

00:14:51.652 --> 00:14:53.113
not doing SEO or email marketing?

00:14:53.533 --> 00:14:54.373
What are some of the other

00:14:54.413 --> 00:14:55.552
mistakes that you see?

00:14:55.572 --> 00:14:56.494
And this is where you get to

00:14:56.514 --> 00:14:57.653
look like a genius, right?

00:14:57.673 --> 00:14:58.453
Because you come in and

00:14:58.494 --> 00:14:59.715
typically it's like, hey,

00:14:59.735 --> 00:15:00.615
let me take a wild guess.

00:15:00.695 --> 00:15:02.216
You have this problem and this problem.

00:15:02.576 --> 00:15:03.535
What are the typical ones

00:15:03.556 --> 00:15:04.576
that other people out there

00:15:04.615 --> 00:15:05.417
are maybe listening while

00:15:05.437 --> 00:15:06.037
they're driving in their

00:15:06.057 --> 00:15:08.258
car and they're going, oh, that's me.

00:15:08.577 --> 00:15:09.638
OK, got it.

00:15:09.758 --> 00:15:10.979
What's the typical what's

00:15:11.019 --> 00:15:11.859
the low hanging fruit?

00:15:13.102 --> 00:15:15.063
Yeah, I always start of like, you know,

00:15:15.183 --> 00:15:16.424
I still think and I'm

00:15:16.485 --> 00:15:17.466
obviously a big believer in

00:15:17.566 --> 00:15:18.966
email marketing still to

00:15:18.986 --> 00:15:19.687
this day because it's

00:15:19.706 --> 00:15:21.568
something that like you own that list.

00:15:22.089 --> 00:15:22.249
You know,

00:15:22.269 --> 00:15:23.750
you're not at risk of like TikTok

00:15:23.769 --> 00:15:25.091
being shut down and totally

00:15:25.150 --> 00:15:26.572
losing all of your distribution.

00:15:27.773 --> 00:15:28.572
And I think, you know,

00:15:28.634 --> 00:15:30.134
most of the clinic owners I talk to,

00:15:30.174 --> 00:15:31.075
they're not doing something

00:15:31.134 --> 00:15:33.976
as simple as sending out like a weekly,

00:15:34.017 --> 00:15:35.457
biweekly, monthly newsletter,

00:15:35.518 --> 00:15:36.318
just like with clinic

00:15:36.359 --> 00:15:37.860
updates to stay top of mind.

00:15:38.779 --> 00:15:40.402
with their list.

00:15:40.442 --> 00:15:41.121
All clinic owners,

00:15:41.142 --> 00:15:42.342
they're doing all these workshops.

00:15:42.363 --> 00:15:43.063
They're doing a really good

00:15:43.083 --> 00:15:44.625
job of generating leads,

00:15:44.884 --> 00:15:45.645
but then they don't do

00:15:45.745 --> 00:15:47.567
anything with those leads afterwards.

00:15:47.606 --> 00:15:50.208
So a very simple newsletter

00:15:50.308 --> 00:15:52.691
and then quarterly, every six months,

00:15:52.711 --> 00:15:53.831
just like reactivation

00:15:53.871 --> 00:15:54.852
campaign to try to get

00:15:54.893 --> 00:15:56.073
those people back in the door.

00:15:57.495 --> 00:15:58.655
That's a really easy way to

00:15:58.696 --> 00:15:59.917
generate tens of thousands

00:15:59.956 --> 00:16:01.057
of dollars for your business.

00:16:01.557 --> 00:16:02.958
And most, again,

00:16:02.979 --> 00:16:04.620
clinics aren't doing something like that.

00:16:05.750 --> 00:16:06.490
A lot of what we do

00:16:06.551 --> 00:16:07.251
obviously is like the

00:16:07.292 --> 00:16:09.292
backend system side of things too.

00:16:09.312 --> 00:16:11.052
So, you know, we build everything out.

00:16:11.092 --> 00:16:12.072
We build out like custom

00:16:12.092 --> 00:16:13.653
CRMs for all the businesses

00:16:13.673 --> 00:16:14.413
that we work with.

00:16:14.774 --> 00:16:15.934
Same sort of issue, right?

00:16:16.014 --> 00:16:17.095
Of you're doing these

00:16:17.134 --> 00:16:18.436
workshops or gathering

00:16:18.475 --> 00:16:19.316
these leads from these

00:16:19.355 --> 00:16:21.057
events or whatever you may be doing.

00:16:21.336 --> 00:16:22.037
And then they're kind of

00:16:22.256 --> 00:16:23.658
going into nowhere

00:16:23.758 --> 00:16:25.938
basically of like what some

00:16:25.979 --> 00:16:27.240
people are on this piece of paper.

00:16:27.360 --> 00:16:28.880
Other people are in this Google doc.

00:16:29.160 --> 00:16:30.500
Some people are in Squarespace.

00:16:30.822 --> 00:16:32.101
So we just try to centralize

00:16:32.162 --> 00:16:33.082
all of that by building out

00:16:33.123 --> 00:16:34.543
a CRM and then you can

00:16:34.623 --> 00:16:35.484
follow up with people and

00:16:35.504 --> 00:16:36.203
make it really easy.

00:16:36.744 --> 00:16:38.424
I'll give, I'll give people the example.

00:16:38.504 --> 00:16:39.985
Like I think before we,

00:16:40.206 --> 00:16:40.865
this is why we should hit

00:16:40.885 --> 00:16:41.647
record immediately.

00:16:41.667 --> 00:16:41.866
It's like,

00:16:41.947 --> 00:16:42.866
cause some of that good stuff

00:16:42.886 --> 00:16:44.107
just gets lost and talk about,

00:16:44.868 --> 00:16:46.349
I put things in funny stories, right?

00:16:46.369 --> 00:16:47.690
Cause stories resonate with people.

00:16:48.688 --> 00:16:50.091
Is your goal to just run

00:16:50.111 --> 00:16:50.913
around and get a bunch of

00:16:50.952 --> 00:16:52.054
girls' phone numbers or is

00:16:52.075 --> 00:16:53.197
it to do something with them?

00:16:53.457 --> 00:16:54.620
So like, congratulations,

00:16:54.980 --> 00:16:55.861
you walked out of the bar

00:16:55.881 --> 00:16:57.144
tonight with fifteen phone numbers.

00:16:58.057 --> 00:16:59.479
Okay, but now what?

00:16:59.558 --> 00:17:01.158
Like, do you want to go on fifteen dates?

00:17:01.578 --> 00:17:02.159
So do you think you need to

00:17:02.179 --> 00:17:03.159
do something with that?

00:17:03.200 --> 00:17:04.259
Like, maybe you need to send a text.

00:17:04.680 --> 00:17:05.681
Maybe you need to send a follow-up.

00:17:06.000 --> 00:17:06.780
How can you be different?

00:17:07.221 --> 00:17:08.142
And a lot of times it's like,

00:17:08.221 --> 00:17:09.541
don't get stuck on that one KPI.

00:17:09.642 --> 00:17:09.882
It was like,

00:17:09.902 --> 00:17:11.702
we got twelve hundred email addresses.

00:17:12.442 --> 00:17:12.863
Awesome.

00:17:13.384 --> 00:17:13.824
What do we get?

00:17:13.844 --> 00:17:14.604
Think like a PT.

00:17:14.943 --> 00:17:15.624
What are we going to do with it?

00:17:16.045 --> 00:17:17.144
Oh, we're going to send them a newsletter.

00:17:17.484 --> 00:17:19.385
And I get nervous when someone says,

00:17:21.205 --> 00:17:22.186
I hate the word blast.

00:17:22.866 --> 00:17:23.767
Can we blast this out?

00:17:23.866 --> 00:17:25.028
And I'm like, can we not?

00:17:25.884 --> 00:17:27.326
Like, cause that just sends flake.

00:17:27.365 --> 00:17:28.425
Like to me, that's like fling.

00:17:28.486 --> 00:17:30.146
That's like ready fire aim.

00:17:30.186 --> 00:17:30.967
I'm like, okay.

00:17:31.247 --> 00:17:33.827
Like I read your emails and

00:17:33.968 --> 00:17:36.169
I get lots of emails and

00:17:36.989 --> 00:17:38.009
there's something to be said for like,

00:17:38.049 --> 00:17:39.630
just show up in their inbox and just make,

00:17:39.670 --> 00:17:40.471
even if they never open it,

00:17:40.490 --> 00:17:41.530
your name and a subject line,

00:17:41.631 --> 00:17:42.590
you showed up and that's, um,

00:17:42.611 --> 00:17:43.592
that's a ping.

00:17:43.652 --> 00:17:44.432
That's one little touch.

00:17:45.692 --> 00:17:47.012
But if you earn my trust,

00:17:47.272 --> 00:17:48.253
actually it's a unique time

00:17:48.273 --> 00:17:49.074
that we're talking and I

00:17:49.114 --> 00:17:51.394
believe it's ten years.

00:17:52.890 --> 00:17:54.130
Seth Godin has written a

00:17:54.170 --> 00:17:57.211
blog post every day for ten years.

00:17:57.531 --> 00:17:59.031
He's written a sentence.

00:17:59.192 --> 00:18:00.913
He's written twenty seven pages.

00:18:01.232 --> 00:18:02.272
He's on every day for ten years.

00:18:02.634 --> 00:18:03.854
When I see Seth Godin pop up

00:18:03.894 --> 00:18:06.994
in my email box more often than not,

00:18:07.055 --> 00:18:08.075
I open it not every day.

00:18:08.175 --> 00:18:08.536
I can't.

00:18:08.935 --> 00:18:09.895
Seth, ten years.

00:18:09.935 --> 00:18:10.476
Come on, bro.

00:18:10.695 --> 00:18:11.136
He knows it.

00:18:11.576 --> 00:18:12.277
But he's like, I'm here.

00:18:13.317 --> 00:18:14.978
And so when Seth Godin has

00:18:14.998 --> 00:18:16.097
never blasted everything,

00:18:16.137 --> 00:18:17.578
he's never flung something out.

00:18:17.679 --> 00:18:18.739
He's never just had to do it.

00:18:18.959 --> 00:18:20.180
He decided this is my medium.

00:18:21.314 --> 00:18:22.294
and I'm gonna show up,

00:18:22.614 --> 00:18:24.035
but he leads with value first.

00:18:24.375 --> 00:18:26.214
So I agree with you, but I would,

00:18:26.295 --> 00:18:27.195
and I'm sure you would,

00:18:27.476 --> 00:18:28.496
I wanna know your thoughts on this.

00:18:29.096 --> 00:18:30.396
It doesn't need to be,

00:18:30.537 --> 00:18:32.096
I worked with a client once who was like,

00:18:32.156 --> 00:18:33.337
it needs to be an update of

00:18:33.518 --> 00:18:34.357
everything we're doing.

00:18:34.417 --> 00:18:35.698
And I was like, that feels too wide.

00:18:36.137 --> 00:18:37.798
Like that's the newspaper.

00:18:39.319 --> 00:18:40.480
Can you teach me something?

00:18:40.579 --> 00:18:41.340
Make me laugh?

00:18:41.520 --> 00:18:42.622
Make me raise my eyebrows?

00:18:42.642 --> 00:18:43.761
I always call it the eyebrow test.

00:18:43.883 --> 00:18:44.643
Like, didn't know that.

00:18:44.663 --> 00:18:45.403
That's cool.

00:18:47.265 --> 00:18:49.605
So when I hear someone say, just blast it,

00:18:49.645 --> 00:18:51.867
like it is cringe mode to me.

00:18:52.208 --> 00:18:53.209
And I'm sure you call it that.

00:18:53.249 --> 00:18:54.588
So you must know that

00:18:54.628 --> 00:18:55.750
because I open your emails

00:18:56.109 --> 00:18:57.371
more often than not.

00:18:57.832 --> 00:18:58.912
So how do you approach, like,

00:18:59.573 --> 00:19:00.792
what am I going to do when

00:19:00.873 --> 00:19:01.953
I actually do hit send?

00:19:01.993 --> 00:19:02.473
How do you,

00:19:02.634 --> 00:19:03.615
what is your process for

00:19:03.634 --> 00:19:05.135
yourself and for what you

00:19:05.536 --> 00:19:06.136
teach other people?

00:19:06.942 --> 00:19:07.242
Yeah,

00:19:07.323 --> 00:19:09.124
I think it's a great point and

00:19:09.483 --> 00:19:10.384
something I'm always

00:19:10.424 --> 00:19:11.285
thinking about as well

00:19:11.305 --> 00:19:12.846
because people's inboxes

00:19:12.925 --> 00:19:14.106
are so valuable too.

00:19:14.146 --> 00:19:15.248
And how do you get to that

00:19:15.288 --> 00:19:17.429
point where you are that

00:19:17.469 --> 00:19:18.509
person where I am going to

00:19:18.568 --> 00:19:19.829
open this more often than not?

00:19:19.950 --> 00:19:20.971
Again, not every time,

00:19:21.010 --> 00:19:22.791
but I think the number one

00:19:22.832 --> 00:19:24.432
thing for that is you've

00:19:24.452 --> 00:19:26.493
got to lead with value first, right?

00:19:26.594 --> 00:19:28.174
The emails that I send out for Patch,

00:19:28.855 --> 00:19:29.955
I send two out.

00:19:30.135 --> 00:19:31.135
The Tuesday ones are kind of

00:19:31.155 --> 00:19:31.836
just my thoughts,

00:19:31.876 --> 00:19:33.518
kind of like the Seth Godin one,

00:19:34.337 --> 00:19:35.278
where I'm just kind of

00:19:35.298 --> 00:19:36.599
writing about what I'm thinking about.

00:19:36.680 --> 00:19:38.020
And then the Friday ones are

00:19:38.040 --> 00:19:39.240
all the content that I

00:19:39.280 --> 00:19:40.682
consumed that I really

00:19:40.721 --> 00:19:41.762
liked that I think other

00:19:41.843 --> 00:19:44.084
clinic owners will also like as well.

00:19:44.104 --> 00:19:47.105
So I'm just building some

00:19:47.686 --> 00:19:48.807
reciprocity with people.

00:19:48.826 --> 00:19:48.926
Great.

00:19:50.676 --> 00:19:51.377
And, you know,

00:19:51.397 --> 00:19:52.778
I'm not like I'm not like saying like,

00:19:52.818 --> 00:19:53.339
hey, you know,

00:19:53.400 --> 00:19:54.119
perhaps is running this

00:19:54.340 --> 00:19:56.041
huge deal today or like, you know,

00:19:56.182 --> 00:19:57.242
you got to move forward

00:19:57.262 --> 00:19:58.545
today or anything like that.

00:19:58.585 --> 00:19:59.746
Like those type of blasts.

00:19:59.766 --> 00:20:01.086
Like I'm only do I'm like

00:20:01.267 --> 00:20:03.028
very picky about when I'm doing that.

00:20:03.348 --> 00:20:05.171
And we look at like clinics the same way,

00:20:05.211 --> 00:20:05.510
too.

00:20:05.530 --> 00:20:06.291
And that's a lot of people

00:20:06.311 --> 00:20:07.393
that come to patch where

00:20:07.653 --> 00:20:09.115
they sign up with us and they're like,

00:20:09.454 --> 00:20:10.236
I want to run this deal.

00:20:10.276 --> 00:20:11.017
I want to run this deal.

00:20:11.457 --> 00:20:11.636
Like, well,

00:20:11.656 --> 00:20:13.198
you've never sent an email to

00:20:13.238 --> 00:20:14.298
your list before.

00:20:14.719 --> 00:20:16.219
This blast that you're about

00:20:16.259 --> 00:20:16.960
to send is not going to

00:20:16.980 --> 00:20:17.920
work because you have no

00:20:17.960 --> 00:20:18.799
trust with your list.

00:20:19.020 --> 00:20:20.320
You've provided no value.

00:20:20.740 --> 00:20:21.781
And maybe they met you at a

00:20:21.842 --> 00:20:23.442
workshop six months ago,

00:20:23.502 --> 00:20:25.002
but they have no idea who you are.

00:20:25.343 --> 00:20:26.903
And if you say, hey, buy my thing,

00:20:27.044 --> 00:20:27.964
that's the first touchpoint

00:20:27.984 --> 00:20:29.244
you've had with them in six months.

00:20:29.766 --> 00:20:30.726
Yeah, it's not going to work.

00:20:31.066 --> 00:20:31.786
It's cringy.

00:20:31.906 --> 00:20:32.267
Like it's.

00:20:33.027 --> 00:20:34.607
you know, Seth, uh, not Seth Godin,

00:20:34.968 --> 00:20:35.749
which is the opposite.

00:20:35.808 --> 00:20:36.548
Gary V is probably the

00:20:36.608 --> 00:20:37.430
opposite of Seth Godin.

00:20:37.509 --> 00:20:38.411
There's two people who are

00:20:38.431 --> 00:20:39.070
probably more different,

00:20:39.090 --> 00:20:40.531
but they probably say the same stuff.

00:20:40.571 --> 00:20:41.913
If you boil it down just different,

00:20:41.972 --> 00:20:42.854
how they say it is differently.

00:20:43.594 --> 00:20:46.455
Um, Gary's famous book is, uh, jab, jab,

00:20:46.496 --> 00:20:47.217
jab, right hook.

00:20:47.916 --> 00:20:49.837
The idea is jabs are like Gibbs.

00:20:49.877 --> 00:20:51.378
Like here's a thing that I

00:20:51.419 --> 00:20:52.000
thought you might like.

00:20:52.059 --> 00:20:52.539
Here's the thing.

00:20:52.859 --> 00:20:53.361
Here's the thing.

00:20:53.401 --> 00:20:53.901
Here's the thing.

00:20:53.941 --> 00:20:54.401
Here's the thing.

00:20:54.721 --> 00:20:55.781
By the time Gary says,

00:20:55.922 --> 00:20:57.262
I have a book for sale.

00:20:57.763 --> 00:20:58.084
You're like,

00:20:58.163 --> 00:20:59.625
I feel like I owe him to buy it.

00:20:59.664 --> 00:21:00.726
Even if I'm not going to read it,

00:21:00.746 --> 00:21:02.086
like I owe this guy.

00:21:02.125 --> 00:21:02.666
Like that is,

00:21:03.428 --> 00:21:05.589
building cred with someone.

00:21:05.670 --> 00:21:06.730
I have a shelf full of Gary.

00:21:06.971 --> 00:21:08.212
I've read half of them, but I'm like,

00:21:08.272 --> 00:21:10.355
I'm going to, but at that point I've just,

00:21:10.736 --> 00:21:11.977
he's given me so much.

00:21:12.017 --> 00:21:13.157
I feel like I owe it to him.

00:21:13.699 --> 00:21:15.661
So if, but if Gary came in hot,

00:21:15.780 --> 00:21:16.662
even if he had the greatest

00:21:16.701 --> 00:21:17.682
book in the world and just said,

00:21:17.742 --> 00:21:18.304
buy my book,

00:21:20.765 --> 00:21:21.766
I don't know who you are, dude.

00:21:21.806 --> 00:21:23.426
Like we met once, right?

00:21:23.467 --> 00:21:25.588
Let's get married to a girl

00:21:25.608 --> 00:21:26.509
that you got her phone

00:21:26.529 --> 00:21:27.550
number six months ago and

00:21:27.570 --> 00:21:28.692
then just texted in hot.

00:21:29.132 --> 00:21:30.452
Let's go on a vacation together.

00:21:30.773 --> 00:21:32.075
Who, what are you?

00:21:32.134 --> 00:21:34.195
You skipped some steps, man,

00:21:34.537 --> 00:21:35.577
which is super obvious in

00:21:35.597 --> 00:21:36.699
the relationship example.

00:21:37.318 --> 00:21:38.400
But I think I hold people's

00:21:38.460 --> 00:21:39.141
feet to the fire.

00:21:39.221 --> 00:21:40.020
It's the same thing.

00:21:40.060 --> 00:21:41.982
If you do it in your business, super weird,

00:21:42.282 --> 00:21:42.923
super cringy.

00:21:43.284 --> 00:21:44.204
And then you're like email

00:21:44.224 --> 00:21:44.925
marketing doesn't work.

00:21:45.984 --> 00:21:47.406
uh no signing doesn't work

00:21:47.666 --> 00:21:48.728
no dude you did it wrong

00:21:48.807 --> 00:21:49.769
like there's a right way to

00:21:49.808 --> 00:21:50.990
do it and a wrong way to do

00:21:51.049 --> 00:21:52.632
it and you did it one of the wrong ways

00:21:53.439 --> 00:21:54.038
Totally.

00:21:54.058 --> 00:21:55.739
And I think the data analogy is perfect.

00:21:55.798 --> 00:21:56.259
It's like, all right,

00:21:56.279 --> 00:21:57.559
you've got all these phone numbers,

00:21:57.579 --> 00:21:58.500
you've got all these leads.

00:21:58.519 --> 00:22:00.500
And then if you're not

00:22:00.539 --> 00:22:01.980
putting them into a CRM and

00:22:02.020 --> 00:22:03.161
then sending them some sort

00:22:03.181 --> 00:22:05.401
of nurture email sequence to talk about,

00:22:05.480 --> 00:22:06.320
especially again,

00:22:06.641 --> 00:22:07.902
in the cash-based world for us,

00:22:08.182 --> 00:22:09.721
we have a lot of education to do.

00:22:09.882 --> 00:22:11.862
So if we're not telling them about like,

00:22:11.922 --> 00:22:12.061
hey,

00:22:12.102 --> 00:22:14.262
here's the difference between in and

00:22:14.303 --> 00:22:14.923
out of network,

00:22:14.962 --> 00:22:16.222
and here's why our service

00:22:16.242 --> 00:22:17.282
is a little bit more expensive,

00:22:17.323 --> 00:22:18.523
but this is what you get with it.

00:22:18.963 --> 00:22:20.384
So if you're not educating your

00:22:21.183 --> 00:22:22.904
patient base on those things

00:22:23.065 --> 00:22:24.545
and then you say hey book

00:22:24.585 --> 00:22:26.405
this evaluation or come get

00:22:26.465 --> 00:22:28.086
married to us and spend two

00:22:28.125 --> 00:22:29.326
thousand plus dollars on

00:22:29.366 --> 00:22:30.727
this package it's not gonna

00:22:30.767 --> 00:22:32.067
happen right and that's

00:22:32.107 --> 00:22:33.188
where you there's there's

00:22:33.208 --> 00:22:34.307
just steps to all that and

00:22:34.327 --> 00:22:35.088
I think a lot of clinics

00:22:35.509 --> 00:22:36.648
it's very low hanging fruit

00:22:36.709 --> 00:22:37.670
but it's just something

00:22:37.690 --> 00:22:39.210
that gets missed now the

00:22:39.430 --> 00:22:40.990
other side of that spectrum

00:22:41.090 --> 00:22:42.391
is if you mentioned a

00:22:42.510 --> 00:22:44.172
reactivation campaign and I

00:22:44.192 --> 00:22:45.372
don't I hope this is

00:22:45.432 --> 00:22:46.393
listened to by people who

00:22:46.432 --> 00:22:47.032
know what we're talking

00:22:47.053 --> 00:22:48.292
about and don't I want you

00:22:48.333 --> 00:22:49.354
to be like what these guys

00:22:49.374 --> 00:22:50.213
are just talking gibberish

00:22:50.913 --> 00:22:52.836
A reactivation campaign is

00:22:54.597 --> 00:22:55.798
reaching out to someone you

00:22:55.818 --> 00:22:57.180
went to high school with and being like,

00:22:57.200 --> 00:22:57.560
hey, man,

00:22:57.641 --> 00:22:58.981
I saw that post about your kids.

00:22:59.001 --> 00:22:59.962
I haven't talked in ten years,

00:23:00.423 --> 00:23:01.944
but we had this connection before.

00:23:01.964 --> 00:23:02.184
Remember,

00:23:02.224 --> 00:23:02.986
I used to sit next to you in

00:23:03.006 --> 00:23:03.425
social studies,

00:23:03.987 --> 00:23:04.907
and I just wanted to say

00:23:04.928 --> 00:23:05.808
I'm glad you're doing well.

00:23:06.249 --> 00:23:06.910
And then shut up.

00:23:08.305 --> 00:23:09.506
Or in business, it might say,

00:23:09.865 --> 00:23:11.007
just checking in on how you're doing.

00:23:11.626 --> 00:23:13.048
Are you still running marathons?

00:23:13.067 --> 00:23:13.988
Because I remember that about you.

00:23:14.788 --> 00:23:15.788
Is there anything I can help with?

00:23:16.189 --> 00:23:16.848
Then shut up.

00:23:17.690 --> 00:23:19.790
But that's different because

00:23:19.810 --> 00:23:20.911
you already have that.

00:23:20.971 --> 00:23:23.471
It's the reactivation campaign.

00:23:23.491 --> 00:23:26.213
You've hopefully earned it to do that.

00:23:26.834 --> 00:23:28.875
You must see people find so

00:23:28.914 --> 00:23:30.155
much money under their

00:23:30.276 --> 00:23:32.257
couch cushions in reactivation campaigns.

00:23:32.297 --> 00:23:32.876
It's sitting there.

00:23:34.053 --> 00:23:35.013
A hundred percent to like

00:23:35.054 --> 00:23:36.875
tens of thousands of dollars every,

00:23:37.296 --> 00:23:39.096
you know, every quarter or so, you know,

00:23:39.136 --> 00:23:40.178
when you do these in this,

00:23:40.198 --> 00:23:41.378
where like you need to do

00:23:41.419 --> 00:23:42.881
them like tactfully though,

00:23:42.901 --> 00:23:43.961
you can't just say like, okay,

00:23:44.001 --> 00:23:44.541
I'm going to run this

00:23:44.602 --> 00:23:45.782
reactivation campaign.

00:23:45.863 --> 00:23:47.223
It's what's going on.

00:23:47.304 --> 00:23:49.705
Like, you know, like right now in Boston,

00:23:49.726 --> 00:23:49.866
right?

00:23:49.886 --> 00:23:50.988
Like it's finally nice out

00:23:51.028 --> 00:23:52.469
the Boston marathons going on.

00:23:52.509 --> 00:23:52.749
So it's like,

00:23:53.128 --> 00:23:54.250
let's lean into like running

00:23:54.289 --> 00:23:55.191
a little bit and let's find

00:23:55.230 --> 00:23:56.711
all the runners that are on our list.

00:23:56.731 --> 00:23:57.532
Cause we have all that

00:23:57.633 --> 00:23:59.013
organized and here's

00:23:59.054 --> 00:24:00.695
everybody that we have, you know, the.

00:24:01.115 --> 00:24:03.097
We met at a running event or they came in,

00:24:03.137 --> 00:24:04.058
you know, whatever it might be.

00:24:04.839 --> 00:24:05.780
And let's do our

00:24:05.840 --> 00:24:07.382
reactivation campaign

00:24:07.682 --> 00:24:08.763
around our runners because

00:24:08.784 --> 00:24:10.085
it's very timely right now.

00:24:10.184 --> 00:24:11.586
Everybody's trying to get outdoors.

00:24:11.626 --> 00:24:13.608
It's spring Boston marathons going on.

00:24:13.669 --> 00:24:14.670
Let's reach out to them

00:24:14.710 --> 00:24:16.151
about running related injuries.

00:24:16.451 --> 00:24:18.032
Let's talk about that in our newsletter,

00:24:18.373 --> 00:24:20.015
educate people, our content,

00:24:20.095 --> 00:24:21.016
our Instagram posting

00:24:21.036 --> 00:24:21.797
should be about that.

00:24:21.817 --> 00:24:23.258
And you're not just like,

00:24:24.124 --> 00:24:24.644
you're not just like

00:24:24.723 --> 00:24:25.805
throwing stuff out there

00:24:25.845 --> 00:24:26.924
willy nilly and hoping that

00:24:26.944 --> 00:24:27.885
people take you up on it.

00:24:27.925 --> 00:24:28.586
There's gotta be a little

00:24:28.605 --> 00:24:29.527
bit of strategy to it.

00:24:29.967 --> 00:24:31.887
You're saying hope with the

00:24:31.928 --> 00:24:33.048
people it will resonate

00:24:33.087 --> 00:24:34.068
with and it will not

00:24:34.148 --> 00:24:35.048
resonate with everybody.

00:24:35.108 --> 00:24:35.829
Like go into it.

00:24:36.269 --> 00:24:36.670
There's no,

00:24:36.710 --> 00:24:37.750
it will resonate with everybody

00:24:37.769 --> 00:24:38.330
for anything.

00:24:39.310 --> 00:24:40.511
If you're saying the thing

00:24:40.551 --> 00:24:42.051
that they're thinking or feeling,

00:24:42.452 --> 00:24:43.252
cause they're watching the

00:24:43.313 --> 00:24:44.594
new Nike commercial around

00:24:44.634 --> 00:24:45.634
Boston or the billboards

00:24:45.653 --> 00:24:46.595
that I'm sure are going up

00:24:46.634 --> 00:24:47.434
around the marathon.

00:24:48.055 --> 00:24:49.875
And they're thinking like, man,

00:24:49.915 --> 00:24:51.156
I wish I was running again this year.

00:24:52.439 --> 00:24:54.029
And could you do a campaign?

00:24:54.069 --> 00:24:55.459
They go, if you're not running this year,

00:24:56.650 --> 00:24:57.309
You got three hundred and

00:24:57.349 --> 00:24:58.871
sixty four days like

00:24:58.911 --> 00:24:59.791
sending a message out the

00:24:59.832 --> 00:25:01.731
day after the marathon to

00:25:01.852 --> 00:25:03.192
steal all the hype of the

00:25:03.252 --> 00:25:05.634
race and be like three

00:25:05.653 --> 00:25:06.494
hundred sixty four days

00:25:06.535 --> 00:25:07.214
until we run again.

00:25:07.674 --> 00:25:08.194
Are you going to be on the

00:25:08.215 --> 00:25:08.915
starting line or not?

00:25:09.435 --> 00:25:12.037
Like then shut up and shut

00:25:12.116 --> 00:25:14.739
up and it will not resonate

00:25:14.759 --> 00:25:15.159
with everybody.

00:25:15.338 --> 00:25:16.159
You might send a thousand

00:25:16.219 --> 00:25:18.019
emails and you might get three,

00:25:18.559 --> 00:25:19.340
but that's three more than

00:25:19.361 --> 00:25:20.121
you had yesterday.

00:25:20.201 --> 00:25:21.521
And it costs you nothing.

00:25:21.582 --> 00:25:22.902
And for the people that don't respond,

00:25:23.222 --> 00:25:24.002
they're like that.

00:25:24.083 --> 00:25:24.462
I get it.

00:25:24.742 --> 00:25:25.304
That's just not me.

00:25:25.324 --> 00:25:25.743
And that's cool.

00:25:26.731 --> 00:25:27.772
That's not me, but that's cool.

00:25:27.792 --> 00:25:28.973
That's, that did not bother me.

00:25:29.694 --> 00:25:29.994
Right.

00:25:30.055 --> 00:25:31.336
I wish more owners wouldn't

00:25:31.435 --> 00:25:32.336
understand that, that,

00:25:32.376 --> 00:25:33.898
that value that you earn is

00:25:35.420 --> 00:25:36.421
it's quantifiable.

00:25:37.961 --> 00:25:38.303
Yeah.

00:25:38.323 --> 00:25:38.462
Yeah.

00:25:38.482 --> 00:25:40.084
And I think a lot of, a lot of it too is,

00:25:40.104 --> 00:25:40.144
is,

00:25:40.915 --> 00:25:41.676
You know, we don't like,

00:25:41.717 --> 00:25:42.857
you shouldn't be worried about like, oh,

00:25:42.877 --> 00:25:43.919
I'm bothering this person.

00:25:43.939 --> 00:25:44.839
I'm bothering this person.

00:25:45.059 --> 00:25:46.122
It's like we're bleeding hearts.

00:25:46.201 --> 00:25:47.883
Yeah, I know.

00:25:48.483 --> 00:25:49.265
But it's, uh,

00:25:49.285 --> 00:25:51.527
we provide so much value though, of like,

00:25:51.807 --> 00:25:52.949
yeah, like I remember,

00:25:53.088 --> 00:25:55.991
like I reached out to one guy, you know,

00:25:56.051 --> 00:25:57.012
when I was running ripple,

00:25:57.053 --> 00:25:58.375
it was like six or eight months.

00:25:58.394 --> 00:25:58.954
I was just following up.

00:25:58.974 --> 00:25:59.576
Hey, what's going on?

00:25:59.615 --> 00:26:01.196
How's the shoulder need anything?

00:26:01.557 --> 00:26:02.519
Nothing, nothing, nothing.

00:26:02.951 --> 00:26:04.933
And then finally he responded back.

00:26:04.953 --> 00:26:06.275
It's like, Hey, sorry, I've been traveling,

00:26:06.295 --> 00:26:06.954
whatever it might be.

00:26:07.336 --> 00:26:09.156
And then like, he came in and, you know,

00:26:09.217 --> 00:26:11.358
six months later, he's, you know, like he,

00:26:11.378 --> 00:26:12.119
he like pulled me aside.

00:26:12.140 --> 00:26:12.359
He's like,

00:26:12.480 --> 00:26:13.861
thanks for staying on top of me.

00:26:13.881 --> 00:26:14.021
Like,

00:26:14.102 --> 00:26:15.603
I appreciate you continuing to reach

00:26:15.722 --> 00:26:17.384
out because what we do is

00:26:17.904 --> 00:26:19.165
life-changing for a lot of people.

00:26:19.205 --> 00:26:20.907
And I think we forget that it should be,

00:26:21.288 --> 00:26:22.648
that should be like, you know,

00:26:22.669 --> 00:26:23.349
you should talk about that

00:26:23.369 --> 00:26:24.009
in your messaging when

00:26:24.029 --> 00:26:24.770
you're marketing as well.

00:26:24.790 --> 00:26:26.612
Uh, Jeremy, we're going to play a game.

00:26:26.632 --> 00:26:27.373
Are you ready for game time?

00:26:27.393 --> 00:26:28.114
Let's do it.

00:26:35.469 --> 00:26:36.108
All right, game time.

00:26:36.130 --> 00:26:37.711
We're going to play marketing myth busters,

00:26:37.770 --> 00:26:39.372
physical therapy, healthcare edition.

00:26:39.852 --> 00:26:42.173
I'm going to throw out some advice.

00:26:42.213 --> 00:26:43.836
You're going to let me know

00:26:43.855 --> 00:26:45.156
if it's a myth or a must,

00:26:45.237 --> 00:26:45.977
and then you can give a

00:26:46.017 --> 00:26:46.798
quick explanation.

00:26:47.117 --> 00:26:48.378
I'm going to say, here's a bold statement,

00:26:48.419 --> 00:26:48.699
Jeremy.

00:26:48.858 --> 00:26:50.221
Email marketing is dead.

00:26:50.340 --> 00:26:51.862
Is that a myth or is it true?

00:26:52.932 --> 00:26:53.471
Total myth.

00:26:53.592 --> 00:26:54.353
I think everything we just

00:26:54.373 --> 00:26:55.972
talked about just dispelled that as well.

00:26:56.012 --> 00:26:57.493
I think it's one of the only

00:26:57.554 --> 00:26:58.634
platforms where you still

00:26:58.875 --> 00:27:00.255
own all that information.

00:27:00.715 --> 00:27:02.316
It's easy to reach out to

00:27:02.336 --> 00:27:05.178
people and people value their inbox.

00:27:05.198 --> 00:27:06.498
So you need to be inside of it.

00:27:06.518 --> 00:27:07.278
They do.

00:27:07.358 --> 00:27:08.378
I need to be inside of you.

00:27:08.459 --> 00:27:09.579
That's what a marketer says.

00:27:09.599 --> 00:27:13.781
That's how you sell something right there.

00:27:13.801 --> 00:27:14.082
Jeremy,

00:27:14.102 --> 00:27:15.741
you need to post on social every

00:27:15.821 --> 00:27:16.643
single day.

00:27:16.742 --> 00:27:18.544
Is that myth or is that must?

00:27:19.203 --> 00:27:19.944
I think myth.

00:27:20.045 --> 00:27:21.826
I think especially right now,

00:27:21.865 --> 00:27:23.667
I think it's quality over

00:27:23.688 --> 00:27:24.568
quantity right now.

00:27:26.289 --> 00:27:27.830
But I think the days of not

00:27:27.851 --> 00:27:28.892
being on social media,

00:27:29.051 --> 00:27:29.752
being on social media is

00:27:29.792 --> 00:27:30.653
non-negotiable now.

00:27:30.753 --> 00:27:32.675
So you don't need to be posting every day,

00:27:32.836 --> 00:27:34.057
but you need to have

00:27:34.136 --> 00:27:35.657
quality content up there

00:27:35.678 --> 00:27:36.638
that people resonate with.

00:27:37.640 --> 00:27:38.861
You don't need marketing if

00:27:38.881 --> 00:27:40.021
you're referral-based.

00:27:41.363 --> 00:27:43.064
I think like to a point, sure.

00:27:43.263 --> 00:27:44.163
Like it depends on how big

00:27:44.183 --> 00:27:44.644
you want to get.

00:27:45.384 --> 00:27:46.144
I think that's how you need

00:27:46.164 --> 00:27:47.944
to like build your company

00:27:48.085 --> 00:27:49.566
off of your word of mouth

00:27:49.586 --> 00:27:50.405
and referrals and get your

00:27:50.445 --> 00:27:51.145
brand out there.

00:27:51.566 --> 00:27:52.306
But if you want to grow,

00:27:52.346 --> 00:27:53.646
eventually you have to lay

00:27:53.686 --> 00:27:55.708
into the paid advertising side of things.

00:27:56.008 --> 00:27:57.147
Referrals are marketing.

00:27:57.188 --> 00:27:58.228
It's just a different way though.

00:27:58.248 --> 00:27:59.229
That was, I mean, that's the thing.

00:27:59.949 --> 00:28:00.689
I don't do marketing.

00:28:00.729 --> 00:28:01.749
I just do referrals and I'm like,

00:28:01.828 --> 00:28:02.809
I got news for you, my man.

00:28:02.849 --> 00:28:04.250
That is a different way to do it.

00:28:04.269 --> 00:28:06.671
A hundred percent.

00:28:06.711 --> 00:28:07.171
Last myth.

00:28:07.211 --> 00:28:08.451
You should hire an agency as

00:28:08.551 --> 00:28:09.652
soon as you open your clinic.

00:28:11.161 --> 00:28:12.221
Again, I think myth,

00:28:12.321 --> 00:28:13.163
I think it always boils

00:28:13.202 --> 00:28:15.005
down to what your goals are.

00:28:15.085 --> 00:28:16.926
But again, like somebody brand new,

00:28:17.326 --> 00:28:18.788
they are just starting.

00:28:18.847 --> 00:28:20.970
You need to nail down your

00:28:21.009 --> 00:28:22.050
local network first.

00:28:22.451 --> 00:28:23.692
We could do all the marketing in the world,

00:28:23.712 --> 00:28:24.252
but if you don't have any

00:28:24.292 --> 00:28:25.314
trust in the community or

00:28:25.334 --> 00:28:25.835
the neighborhood,

00:28:26.496 --> 00:28:27.036
it's going to be really

00:28:27.076 --> 00:28:27.836
hard to grow that.

00:28:27.856 --> 00:28:29.137
You have bigger fish to fry.

00:28:29.518 --> 00:28:30.419
Spend your time, money,

00:28:30.439 --> 00:28:31.440
and effort into building

00:28:31.460 --> 00:28:32.461
your local network first,

00:28:32.842 --> 00:28:34.083
then start running ads afterwards.

00:28:34.622 --> 00:28:35.143
All right, Jeremy,

00:28:35.502 --> 00:28:36.964
you're off the hot seat for myth or must.

00:28:37.045 --> 00:28:37.806
Last thing we do though on

00:28:37.846 --> 00:28:39.387
the show is called the parting shot.

00:28:40.028 --> 00:28:41.410
It's your chance to be prolific.

00:28:41.490 --> 00:28:43.212
You could bring up a mic drop moment,

00:28:43.252 --> 00:28:44.153
a quote, whatever.

00:28:44.594 --> 00:28:45.255
What do you want to burn

00:28:45.275 --> 00:28:46.676
into people's brain as we wrap up?

00:28:47.932 --> 00:28:49.051
Yeah, I think at the end of the day,

00:28:49.772 --> 00:28:51.972
I think clinic owners especially,

00:28:51.992 --> 00:28:53.173
so I'm talking specifically

00:28:53.193 --> 00:28:54.354
to clinic owners here or

00:28:54.473 --> 00:28:55.634
future clinic owners,

00:28:56.194 --> 00:28:58.015
I think there's a really

00:28:58.035 --> 00:28:59.895
big opportunity in the next

00:28:59.996 --> 00:29:02.537
handful of years to grow

00:29:02.656 --> 00:29:04.497
something that has enterprise value,

00:29:04.557 --> 00:29:05.837
that it can be something

00:29:05.877 --> 00:29:06.938
that you can automate,

00:29:07.317 --> 00:29:09.179
you can make a good amount

00:29:09.219 --> 00:29:10.278
of money doing it.

00:29:10.660 --> 00:29:13.203
And I think the shift in the

00:29:13.243 --> 00:29:14.586
healthcare world is really

00:29:14.646 --> 00:29:15.848
moving in putting physical

00:29:15.909 --> 00:29:17.271
therapists in a really good spot.

00:29:17.792 --> 00:29:21.558
So if you are a clinic owner leaning into

00:29:22.506 --> 00:29:24.346
building your clinic to a

00:29:24.406 --> 00:29:25.586
handful of clinicians,

00:29:25.787 --> 00:29:27.387
something that doesn't rely

00:29:27.468 --> 00:29:28.587
on you treating every

00:29:28.627 --> 00:29:29.929
single day to pay the bills

00:29:30.509 --> 00:29:31.989
and leveraging digital

00:29:32.028 --> 00:29:33.730
marketing to do all of those things.

00:29:34.130 --> 00:29:35.611
It's a very viable option.

00:29:35.671 --> 00:29:37.711
I think anybody can do that right now.

00:29:38.270 --> 00:29:40.612
And it's not as scary,

00:29:41.152 --> 00:29:42.272
it's a risk for sure,

00:29:43.212 --> 00:29:44.192
but it's a fun risk at the

00:29:44.212 --> 00:29:45.153
end of the day.

00:29:45.814 --> 00:29:46.794
If someone's nodding along

00:29:46.814 --> 00:29:47.375
and they're still listening

00:29:47.394 --> 00:29:48.674
and they're like, all right, fine, Jeremy,

00:29:48.714 --> 00:29:49.615
you got me, call me.

00:29:50.296 --> 00:29:50.996
How does someone reach you?

00:29:52.025 --> 00:29:52.224
Yeah,

00:29:52.285 --> 00:29:55.667
patchsystem.com is our agency's website.

00:29:55.688 --> 00:29:57.250
You can follow me on Instagram as well,

00:29:57.630 --> 00:29:58.911
underscore Jeremy DuPont.

00:29:58.990 --> 00:30:00.031
I've got a podcast,

00:30:00.152 --> 00:30:01.673
Jeremy on Marketing Podcast.

00:30:01.713 --> 00:30:02.795
So that's where you can find me.

00:30:03.335 --> 00:30:04.476
Jeremy, appreciate it.

00:30:04.496 --> 00:30:05.436
We'll have you back soon.

00:30:05.497 --> 00:30:06.157
I feel like we could just

00:30:06.357 --> 00:30:07.940
touch on all these different things.

00:30:07.980 --> 00:30:09.840
And here's the job security

00:30:09.861 --> 00:30:10.701
for people like you and me.

00:30:11.222 --> 00:30:12.604
The world keeps changing and

00:30:12.624 --> 00:30:14.766
we change how we communicate with people.

00:30:14.806 --> 00:30:14.986
It's like,

00:30:15.226 --> 00:30:15.747
Yeah, that sucks,

00:30:15.767 --> 00:30:16.950
but it's pretty good for us.

00:30:16.970 --> 00:30:17.390
You know what I mean?

00:30:18.092 --> 00:30:18.471
Exactly.

00:30:18.492 --> 00:30:19.273
Yeah, three months from now,

00:30:19.294 --> 00:30:19.894
we're having a totally

00:30:19.914 --> 00:30:21.096
different conversation probably.

00:30:21.116 --> 00:30:21.739
Yeah, wild.

00:30:21.959 --> 00:30:22.319
It's wild.

00:30:22.400 --> 00:30:23.622
Jeremy from Patch, appreciate your time,

00:30:23.642 --> 00:30:23.781
man.

00:30:23.823 --> 00:30:24.123
Thank you.

00:30:24.143 --> 00:30:25.085
Thanks, man.