Why PT Clinics Must Sell Transformations, Not Visits

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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All right, good Thursday morning to you.

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Welcome to PT Breakfast Club,

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the only morning show where physical

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therapists, clinic owners,

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and rehab rebels gather twice a week to

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talk about the business of keeping humans

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moving.

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I actually wrote down a note from last

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episode,

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so I actually know what we're talking

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about today, which is rare.

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That's a lie.

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I just went back to a transcript of

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the last episode and asked ChatGPT what

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the hell we were talking about.

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Today,

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we're digging into the big business idea

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that came out of last show.

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How do you spot the

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as the two hundred and fifty dollar

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patient because the truth is some patients

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come in for six visits and disappear and

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that's okay others stay with your clinic

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your business for years they bring their

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spouse they tell their co-workers they

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bring their kids soccer

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Time to become the people who generate the

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most revenue and the most referrals.

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Here's the twist.

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Every clinic only has three ways to make

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money.

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I want to reiterate this.

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This is one of my most watched videos

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on YouTube.

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Remember,

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you can find more people to help.

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We focus on that one a lot,

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I think, Dave Kittle.

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Find more people.

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We need more people.

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The industry does, yes.

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Find more people.

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Get more people.

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There are only two other ways to do

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it.

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Help the same people more often.

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Help the same people that you found with

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more things.

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That's it.

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I want to simplify it.

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I got so many great comments from that

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little reel that I made on my back

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deck last summer.

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I need to reshare that thing.

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But before we kick in,

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how are you doing today?

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I'm great.

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I know we're talking about patient client

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payments.

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We're talking about money.

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I got my green polo money shirt on

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ready for this.

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So you think about your outfit.

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I pick what is physically closest.

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Oh, not usually, but today I did.

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Okay.

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We are one Tony Light.

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He will be back next week.

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He's running some sort of business,

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which he's got there in Ohio.

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Oh, PT practice.

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That's right.

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He's probably got us on in the background.

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He's probably teaching his patients the

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lessons that we're looking at today.

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So today we're actually asking,

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can you identify those patients today?

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This was prompted by last episode, Dave,

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where you talked about this one patient

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who, I mean, you said,

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and it wasn't a flex.

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It's just, let's talk about real numbers.

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This person has generated seventy grand

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over the last couple of years and has

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the means, sees the value.

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And after they give you money and get

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this, they are happy and happy.

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They don't have to come back.

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This isn't a stick up.

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Right?

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They understand the price.

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They're not surprised.

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They want more.

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They want Mo.

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They want Mo.

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So the question is,

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how do you identify those patients early?

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And if you can,

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what should you do differently once you

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spot them?

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We also want to make sure that this...

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And Tony pointed out in the group chat

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before the show,

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he's busy running his insurance-based

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practice or mostly insurance-based

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practice.

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This works for both.

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This is not just for...

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concierge pain relief clinics of the

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world.

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This is human psychology.

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This is human psychology plus human

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economics.

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So let's get this going.

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Do you want to make sure that we

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get paid?

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Because if you're going on a podcast,

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you have to make sure you get paid

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for your sponsors.

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So today,

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our sponsor is the Range of

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Motion-O-Matic.

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This episode brought to you by Range of

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Motion-O-Matic,

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the world's first automatic range of

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motion training device.

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All you have to do, Dave,

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is strap your patient in,

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set the dial to,

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it actually says full send, full send.

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I don't know.

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Do the stretching for you.

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Tight shoulders.

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Ranger Motion-O-Matic.

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Frozen hips?

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Rahm-O-Matic.

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Ankles that move like concrete?

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Rahm-O-Matic.

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No problem.

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The Rahm-O-Matic gently, repeatedly,

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and occasionally aggressively moves the

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joints through ranges they haven't seen

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since nineteen ninety seven.

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Rahm-O-Matic because if it clicks,

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it's probably working.

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Go to Rahm-O-Matic dot com.

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What do you think of the graphic there,

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Dave?

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I told it to give me nineteen nineties

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infomercial vibes.

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How does that look?

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I think it's pretty on target.

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I was going to say late eighties,

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nineties.

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Yeah.

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Perfect.

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Marshall's perfect.

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All right.

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So that's the Robo medic.

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That's what we're dealing with.

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That's what we're dealing with today.

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Okay.

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And the, the,

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the headline or the sub headline there,

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set it and regret it, which is hilarious.

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You said it and regret it.

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You'd regret not owning this piece of

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equipment.

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Look at that red,

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look at that red button.

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Like it just looks like a Commodore

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sixty-four kids.

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A Commodore sixty-four is like a

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PlayStation, but bad.

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Okay.

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So now,

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Some patients come in for six visits,

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pain relief, discharge, gone forever.

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Some stay connected to your clinic for

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years.

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If you run a clinic or you worked

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in a clinic, you know these people.

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I call them frequent flyers.

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I call people who help you keep a

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clinic float.

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How do you spot them right now?

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There's the million dollar question.

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Ten years from now,

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you can look back at the data.

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But how do you spot them preemptively?

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And would you do something differently?

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We had Ben call in and we'll put

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the phone number up on the screen in

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case people want to call and give

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suggestions or you can drop comments.

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We have some comments coming in.

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I'll put them on the screen about some

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suggestions of what to do with people like

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this, like sort of a reward.

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Right.

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You come in often.

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I mean,

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I used to live in South Carolina.

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The restaurant manager saw me and my dad

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coming and we're like, those guys,

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cheesecake all the time.

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Free cheesecake.

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Those guys are great.

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What are you guys drinking tonight?

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Cheesecake.

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That made us feel something, right?

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Jon Taffer talks about this all the time.

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I love it.

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We'll dig into that too.

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There are just as a teaser,

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as a little hook,

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I know we're kind of into the show

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already, but there are certain,

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what I've seen,

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certain diagnoses or conditions or certain

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avatars, certain type of clients,

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certain types of services that you're

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delivering that tend to want to spend more

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over time and stay with you as opposed

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to not.

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Some of them I think are obvious.

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Some of them are a little less obvious.

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We can get into it a little later.

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I think we should start with that because

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how do you spot these people?

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How do you do it?

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And then we're going to have some

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celebrity insights from some professionals

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in different worlds of marketing and

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psychology.

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But what do you do, if anything?

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How do you do this?

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I never thought about this when I was

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in a clinic.

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This never dawned on me because I was

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a staff clinician and I was just excited

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to have a person in front of me.

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Great.

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Well, so first of all, disclaimer,

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we're not treating anyone differently than

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anyone else, right?

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We're not picking and choosing.

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It's not like I'm going to treat someone

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who's like Tony Meritato any different

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than Jimmy McKay if we were treating both

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of them.

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We're not going to treat them any

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different.

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However, typically,

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if someone is going to spend fifteen,

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twenty thousand dollars a year or

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something like that with us,

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and they're spending or they spent twenty

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or thirty thousand dollars total over

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whatever amount of time or more.

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Typically it's someone who's older.

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They have some amount of discretionary

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income,

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or we've had this situation where it's

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someone who's also usually older.

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So it's in general,

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like the older someone is,

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the more that they are investing in their

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health and wellness.

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They care more about longevity.

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They care more about going from episodic

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physical therapy to, oh, you know what?

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I want to keep you around.

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And then that physical therapist is now

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like a combination of physical therapist,

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health coach, personal trainer,

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for lack of a better word.

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wellness, performance training,

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lifestyle modifications,

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all of that wrapped into one person.

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And it's kind of like, okay,

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well you got me out of the episodic

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neck pain or back pain,

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whatever it might be.

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And now I would like for you to

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continue, you know, week by week.

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And then it just kind of continues over

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time.

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Now there's like usually smaller goals set

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up in between.

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Like I want to be able to,

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the client wants to be able to

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walk outside and get safely in and out

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of an Uber or a cab or something

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like that.

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And then it's like,

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I want to be able to get back

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to getting the newspaper or walking to a

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friend's or shul or church or whatever,

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like the socialization point is in the

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neighborhood.

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Then that's the goal.

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Or walk around the, get to Central Park,

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first of all.

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Then it's walk up the steps at the

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reservoir.

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And then it's walk around the Jacqueline

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Onassis Reservoir in Central Park.

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So it's like, it's a,

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it's a type of person too,

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that like they're motivated.

00:08:36.765 --> 00:08:37.885
We're making incremental,

00:08:37.985 --> 00:08:39.746
we're hitting incremental goals over time.

00:08:39.807 --> 00:08:41.388
And they're, and they just are like, okay,

00:08:41.408 --> 00:08:43.567
well obviously I like and know and trust

00:08:43.607 --> 00:08:44.208
this person.

00:08:45.208 --> 00:08:46.369
They helped me with the last goal or

00:08:46.408 --> 00:08:46.609
two.

00:08:47.129 --> 00:08:47.509
And it's like,

00:08:47.529 --> 00:08:48.769
I might as well just keep them around

00:08:48.850 --> 00:08:50.571
to continue this.

00:08:50.910 --> 00:08:52.751
Then it's, then it's getting them back to,

00:08:52.772 --> 00:08:53.331
right.

00:08:53.871 --> 00:08:55.393
golfing in their you know putting in their

00:08:55.432 --> 00:08:56.894
living room and then it's getting back to

00:08:56.933 --> 00:08:58.674
the golf simulator to chip and then it's

00:08:58.754 --> 00:09:00.436
getting back into the golf simulator to

00:09:00.975 --> 00:09:02.876
drive the ball you know not just chipping

00:09:03.398 --> 00:09:06.119
but um you know driving and and ripping

00:09:06.158 --> 00:09:07.960
off the tee so those are the types

00:09:08.000 --> 00:09:11.522
of folks condition wise it's usually some

00:09:11.562 --> 00:09:15.684
combination of balance gait it's some

00:09:15.705 --> 00:09:18.046
neurological conditions typically but not

00:09:18.105 --> 00:09:19.506
always sometimes it's um

00:09:21.057 --> 00:09:22.938
someone who had a hospitalization and then

00:09:23.019 --> 00:09:25.039
we're seeing them initially when they're

00:09:25.080 --> 00:09:26.480
like coming out of that,

00:09:26.541 --> 00:09:28.442
like they're like the first week home from

00:09:28.542 --> 00:09:30.302
a hospitalization or a big procedure,

00:09:30.822 --> 00:09:33.625
like a brain surgery, a heart surgery,

00:09:34.304 --> 00:09:36.546
a total joint, spine surgery,

00:09:37.586 --> 00:09:38.287
or it was a fall.

00:09:39.168 --> 00:09:40.227
Those are the types of folks.

00:09:40.307 --> 00:09:43.110
It's usually not a twenty-year-old that

00:09:43.629 --> 00:09:44.551
has an ankle sprain.

00:09:45.691 --> 00:09:46.611
Though for us,

00:09:47.133 --> 00:09:48.695
like I'm not saying this works for this

00:09:48.715 --> 00:09:49.576
does not work for everyone.

00:09:49.635 --> 00:09:50.557
So a twenty year old with an ankle

00:09:50.576 --> 00:09:53.000
sprain is not most likely even in New

00:09:53.019 --> 00:09:55.602
York City, not going to spend ten, twenty,

00:09:55.822 --> 00:09:56.283
fifty,

00:09:56.364 --> 00:09:57.504
seventy thousand dollars with us

00:09:57.565 --> 00:09:58.947
typically.

00:09:58.966 --> 00:10:00.068
So I'm going to do avatars.

00:10:01.118 --> 00:10:03.980
Because this is best to guess, right?

00:10:04.000 --> 00:10:05.340
There's no magic question,

00:10:05.559 --> 00:10:06.900
but questions can be magic.

00:10:06.921 --> 00:10:07.782
So I'm going to break it down to

00:10:07.802 --> 00:10:08.701
the three avatars.

00:10:08.741 --> 00:10:10.123
I sat here at my coffee this morning

00:10:10.163 --> 00:10:10.423
and I said,

00:10:10.682 --> 00:10:11.903
how would I look for these people?

00:10:12.724 --> 00:10:13.985
The third one I'll give you is very

00:10:14.024 --> 00:10:14.924
counterintuitive.

00:10:15.466 --> 00:10:17.586
And it made me go, huh,

00:10:17.767 --> 00:10:18.667
I wouldn't have thought that.

00:10:18.726 --> 00:10:19.847
But now looking at it, I did.

00:10:19.868 --> 00:10:20.989
So that's number three is

00:10:21.028 --> 00:10:21.609
counterintuitive.

00:10:22.028 --> 00:10:24.551
Number one is the identity builder.

00:10:24.711 --> 00:10:25.711
You touched on it a second ago.

00:10:25.750 --> 00:10:26.912
I just want to put a name to

00:10:26.971 --> 00:10:27.072
it.

00:10:27.251 --> 00:10:28.753
The identity builder is I'm a runner.

00:10:30.043 --> 00:10:31.203
They have an identity built in.

00:10:32.083 --> 00:10:32.744
I am a runner.

00:10:32.783 --> 00:10:33.184
Hi, I'm Jimmy.

00:10:33.205 --> 00:10:33.544
I'm a runner.

00:10:33.825 --> 00:10:34.524
I can't run right now.

00:10:35.306 --> 00:10:35.846
That's not okay.

00:10:35.926 --> 00:10:38.927
Those two things are not in alignment.

00:10:39.067 --> 00:10:39.748
So I can't run.

00:10:40.148 --> 00:10:40.768
I'm looking at you.

00:10:41.649 --> 00:10:42.308
Can you help me run?

00:10:43.229 --> 00:10:46.471
I need to go with you, through you,

00:10:46.652 --> 00:10:46.971
to you.

00:10:46.991 --> 00:10:49.714
And currently right now, I can't run.

00:10:49.874 --> 00:10:51.836
All I want to do is get back

00:10:51.855 --> 00:10:53.297
to running or golf or whatever it is.

00:10:53.317 --> 00:10:54.437
You spot that person,

00:10:54.538 --> 00:10:55.597
and I want to make sure we have

00:10:55.658 --> 00:10:56.458
tactical things.

00:10:56.979 --> 00:10:58.740
So this is what you should look for.

00:10:58.921 --> 00:11:00.201
I want to play Chris Voss now.

00:11:00.322 --> 00:11:01.702
Listen for things like...

00:11:03.495 --> 00:11:04.576
I'm working on this.

00:11:05.177 --> 00:11:05.738
And then they're like,

00:11:05.999 --> 00:11:06.719
they're watching you.

00:11:06.840 --> 00:11:07.360
I'm working on that.

00:11:07.379 --> 00:11:08.020
I'm doing this now.

00:11:08.061 --> 00:11:08.841
I bought this thing.

00:11:09.302 --> 00:11:10.123
I changed my shoes.

00:11:10.202 --> 00:11:11.124
And they're looking for like,

00:11:12.225 --> 00:11:13.746
what are you talking about?

00:11:13.767 --> 00:11:15.609
Validation.

00:11:15.849 --> 00:11:16.470
Questioning.

00:11:17.591 --> 00:11:18.672
Or to shut something down.

00:11:18.932 --> 00:11:19.212
Yes.

00:11:19.933 --> 00:11:20.714
They're putting this there.

00:11:20.794 --> 00:11:21.554
And at first...

00:11:22.784 --> 00:11:24.807
You might look at that as like they're

00:11:24.846 --> 00:11:25.508
confronting me.

00:11:25.607 --> 00:11:26.349
No.

00:11:27.190 --> 00:11:28.311
A lot of the times what they're doing

00:11:28.350 --> 00:11:29.393
is they're going, I'm doing this.

00:11:29.413 --> 00:11:30.214
What are your thoughts on that?

00:11:30.974 --> 00:11:32.395
That's how people, some people interact.

00:11:32.416 --> 00:11:33.157
That's how I interact.

00:11:33.857 --> 00:11:34.619
So I'm doing this.

00:11:35.399 --> 00:11:36.000
Here I am.

00:11:36.039 --> 00:11:36.841
You know my foot.

00:11:36.860 --> 00:11:40.384
You've seen my Ramamatic and it's not

00:11:40.424 --> 00:11:40.664
good.

00:11:41.326 --> 00:11:43.407
I bought this thing on the internet.

00:11:43.427 --> 00:11:44.706
What do you think?

00:11:45.047 --> 00:11:46.687
They're not questioning you.

00:11:47.067 --> 00:11:48.567
They're not questioning you or your

00:11:48.628 --> 00:11:50.207
knowledge or science.

00:11:50.508 --> 00:11:51.788
They're going, I'm doing this.

00:11:51.808 --> 00:11:54.068
You think they want our input?

00:11:54.389 --> 00:11:54.649
Yes.

00:11:55.250 --> 00:11:56.110
Underrated, overrated.

00:11:56.169 --> 00:11:57.470
Like you should play underrated,

00:11:57.509 --> 00:11:59.010
overrated with your patients.

00:11:59.030 --> 00:12:00.331
There we go.

00:12:00.811 --> 00:12:02.091
That's great because that's really what

00:12:02.110 --> 00:12:02.751
they're looking for.

00:12:03.091 --> 00:12:03.511
Insight.

00:12:03.892 --> 00:12:04.772
So I'm working on this.

00:12:04.892 --> 00:12:06.673
What do you think about that?

00:12:06.732 --> 00:12:08.153
I'm trying to stay ahead of this injury.

00:12:09.177 --> 00:12:10.599
Like they're coming in with,

00:12:10.759 --> 00:12:11.359
wherever they are,

00:12:11.379 --> 00:12:12.559
they're like at a two and they're like,

00:12:12.679 --> 00:12:13.840
I don't want this to get to an

00:12:13.879 --> 00:12:14.801
eight because in my brain,

00:12:15.120 --> 00:12:16.062
eight means I stopped running.

00:12:16.261 --> 00:12:16.942
I am a runner.

00:12:17.481 --> 00:12:18.342
Yes.

00:12:18.763 --> 00:12:19.342
We're at a two.

00:12:19.462 --> 00:12:20.884
I don't want a four because an eight

00:12:20.903 --> 00:12:21.524
means I stopped running.

00:12:21.745 --> 00:12:23.085
So they're asking questions that might

00:12:23.164 --> 00:12:25.245
sound like they're challenging you.

00:12:25.506 --> 00:12:27.187
They're not.

00:12:27.227 --> 00:12:27.807
They're not.

00:12:29.124 --> 00:12:30.563
They begin to see themselves as someone

00:12:30.583 --> 00:12:31.664
who invests in their body.

00:12:31.965 --> 00:12:33.125
That's an identity builder.

00:12:33.504 --> 00:12:34.164
I'm a runner.

00:12:34.325 --> 00:12:35.525
This is what I do.

00:12:36.025 --> 00:12:37.666
And if this keeps going,

00:12:37.745 --> 00:12:38.667
I won't be able to do that.

00:12:38.866 --> 00:12:39.687
And then what am I?

00:12:40.086 --> 00:12:41.768
So look for, that's the first avatar,

00:12:41.788 --> 00:12:42.528
the identity builder.

00:12:42.868 --> 00:12:45.129
The second, this one is very obvious.

00:12:45.188 --> 00:12:46.769
The third I'll get to is counterintuitive.

00:12:47.188 --> 00:12:48.750
This one is obvious in my mind,

00:12:48.889 --> 00:12:49.629
the referrer.

00:12:50.610 --> 00:12:54.371
Some people like to be connectors.

00:12:54.491 --> 00:12:55.472
I am a connector.

00:12:55.552 --> 00:12:56.673
That's part of my identity.

00:12:57.774 --> 00:12:59.455
I built a Facebook group, Dave.

00:12:59.475 --> 00:13:00.076
You know this.

00:13:00.816 --> 00:13:02.197
And the name of the Facebook group is

00:13:02.277 --> 00:13:04.998
PT to PT Referrals.

00:13:05.217 --> 00:13:05.979
That's the gag.

00:13:06.058 --> 00:13:07.080
It costs you zero dollars.

00:13:07.480 --> 00:13:09.380
I got tired of seeing people in other

00:13:09.421 --> 00:13:10.761
Facebook groups all over the place

00:13:10.802 --> 00:13:11.022
going...

00:13:11.542 --> 00:13:11.761
Hey,

00:13:11.822 --> 00:13:13.222
I got a patient who's moving a date

00:13:13.243 --> 00:13:13.802
in Ohio.

00:13:13.842 --> 00:13:14.543
Anybody know someone?

00:13:14.582 --> 00:13:16.163
I was like, this is a common question.

00:13:16.364 --> 00:13:17.443
I'm going to create a Facebook group.

00:13:17.764 --> 00:13:18.945
Now that's the only thing you're allowed

00:13:18.965 --> 00:13:19.365
to do in it.

00:13:19.445 --> 00:13:21.885
I kick you out if you post crap

00:13:21.985 --> 00:13:24.427
that isn't that.

00:13:25.086 --> 00:13:26.126
That group, by the way,

00:13:26.167 --> 00:13:27.488
has made me like, I told you before,

00:13:27.648 --> 00:13:29.048
I think I've made like ten or twenty

00:13:29.089 --> 00:13:30.769
thousand dollars in top line revenue from

00:13:30.808 --> 00:13:31.168
that group.

00:13:31.408 --> 00:13:31.769
Fantastic.

00:13:31.789 --> 00:13:32.230
From referrals.

00:13:32.570 --> 00:13:33.009
Here's what I found.

00:13:33.269 --> 00:13:34.510
From people that probably wouldn't have

00:13:34.530 --> 00:13:35.510
found me any other way.

00:13:35.847 --> 00:13:37.548
All I care about is someone found someone

00:13:37.567 --> 00:13:38.089
else who's good.

00:13:38.408 --> 00:13:40.308
The right person in less time who's good.

00:13:40.389 --> 00:13:40.989
That's all I care about.

00:13:41.309 --> 00:13:43.309
So avatar number two is the referrer.

00:13:43.909 --> 00:13:46.311
They send you a spouse, a coworker,

00:13:46.671 --> 00:13:48.251
a buddy, a friend.

00:13:48.292 --> 00:13:49.611
They like to be the person in the

00:13:49.692 --> 00:13:50.471
office when someone's like,

00:13:50.511 --> 00:13:51.613
my back's really... It's like, oh,

00:13:51.633 --> 00:13:51.993
I got a guy.

00:13:52.013 --> 00:13:52.533
His name's Dave.

00:13:52.552 --> 00:13:53.332
He hooked me up good.

00:13:54.113 --> 00:13:54.812
That person.

00:13:55.313 --> 00:13:56.234
Hug that person.

00:13:57.573 --> 00:13:58.835
When a random person comes in,

00:13:58.855 --> 00:14:00.096
you're like, and you should be asking,

00:14:00.176 --> 00:14:01.076
hey, how'd you hear about us, man?

00:14:01.136 --> 00:14:02.057
Was it the Google box?

00:14:02.437 --> 00:14:03.097
Was it AI?

00:14:03.278 --> 00:14:03.738
What'd you get?

00:14:03.837 --> 00:14:05.099
Was it the park bench that Dave's

00:14:05.139 --> 00:14:06.460
advertising on like this?

00:14:06.659 --> 00:14:06.779
No.

00:14:07.399 --> 00:14:08.160
My buddy, Steve,

00:14:08.221 --> 00:14:10.022
he's in my office downtown.

00:14:10.341 --> 00:14:11.302
He told me to come see you.

00:14:11.403 --> 00:14:11.663
Great.

00:14:12.523 --> 00:14:13.063
I don't know, man.

00:14:13.104 --> 00:14:14.063
Maybe in your EHR,

00:14:14.083 --> 00:14:16.046
like the guy who sent us likes...

00:14:17.364 --> 00:14:19.164
Starbucks, old fashions, whatever.

00:14:19.304 --> 00:14:19.664
Hey, man.

00:14:19.684 --> 00:14:19.884
Thanks.

00:14:19.904 --> 00:14:20.625
Appreciate that.

00:14:20.804 --> 00:14:22.404
A little like a like a twenty dollar.

00:14:22.826 --> 00:14:23.206
I see you.

00:14:23.645 --> 00:14:24.046
See you, man.

00:14:24.706 --> 00:14:25.326
At that point,

00:14:25.346 --> 00:14:26.927
you're not just their clinician.

00:14:28.466 --> 00:14:29.888
They've got you on speed dial.

00:14:30.028 --> 00:14:30.888
You're their trust.

00:14:30.947 --> 00:14:31.607
You're my guy.

00:14:31.687 --> 00:14:33.149
Like if somebody has a car problem in

00:14:33.188 --> 00:14:34.509
my town, I'm like, Justin,

00:14:35.009 --> 00:14:35.668
don't go to anybody.

00:14:35.969 --> 00:14:36.529
Go to Justin.

00:14:36.909 --> 00:14:37.429
Just Justin.

00:14:37.509 --> 00:14:37.690
Why?

00:14:37.769 --> 00:14:38.389
Because I trust him.

00:14:38.690 --> 00:14:39.450
That's what you're looking for.

00:14:40.110 --> 00:14:41.091
So that's Avatar, too.

00:14:41.889 --> 00:14:43.210
By the way, that type of person,

00:14:43.230 --> 00:14:45.811
that's the connector that someone else in

00:14:45.831 --> 00:14:47.371
the office says that they have back pain.

00:14:47.491 --> 00:14:49.052
And then you're like, oh, I mean,

00:14:49.091 --> 00:14:51.033
you have to go see Tony Maritato.

00:14:51.072 --> 00:14:51.852
He's the best for...

00:14:52.033 --> 00:14:53.394
I know he doesn't really like back pain,

00:14:53.413 --> 00:14:55.313
but if he traded back pain like he

00:14:55.374 --> 00:14:56.195
used to, oh man,

00:14:56.215 --> 00:14:57.274
you got to go see Tony Maritato.

00:14:57.315 --> 00:14:57.754
He's great.

00:14:58.394 --> 00:15:01.316
The person that is making the referral,

00:15:01.336 --> 00:15:02.657
that's putting themselves out there and

00:15:02.697 --> 00:15:03.096
saying like,

00:15:03.297 --> 00:15:04.437
you got to go see my guy,

00:15:04.456 --> 00:15:05.157
Tony Maritato.

00:15:05.496 --> 00:15:06.437
There is some...

00:15:07.658 --> 00:15:09.599
status around that like they they their

00:15:09.698 --> 00:15:11.919
their ego gets boosted because they have

00:15:12.320 --> 00:15:14.721
they have the intel that the other person

00:15:14.760 --> 00:15:16.501
they have some secret information which is

00:15:16.881 --> 00:15:18.423
i have this great physical therapist that

00:15:19.023 --> 00:15:21.183
is as excellent or like they don't really

00:15:21.244 --> 00:15:22.825
advertise because they don't need to and

00:15:23.424 --> 00:15:24.804
they they do something special right

00:15:24.845 --> 00:15:26.686
whether it's like for us like sometimes

00:15:26.725 --> 00:15:28.346
it's like high profile people or

00:15:28.386 --> 00:15:29.967
celebrities or whatever sometimes or

00:15:30.847 --> 00:15:31.989
And Tony,

00:15:32.009 --> 00:15:33.990
it might be like someone could say,

00:15:34.051 --> 00:15:35.332
you got to go see Tony Meritato because

00:15:35.373 --> 00:15:37.715
he's like the most popular knee

00:15:37.754 --> 00:15:40.658
replacement physical therapist on Facebook

00:15:40.677 --> 00:15:41.018
and YouTube.

00:15:41.038 --> 00:15:42.139
He gets millions of views.

00:15:42.580 --> 00:15:43.961
I went to him.

00:15:44.000 --> 00:15:45.722
Don't even balk it.

00:15:46.202 --> 00:15:46.803
Just go.

00:15:47.344 --> 00:15:50.827
And now that person gets validation.

00:15:51.609 --> 00:15:53.530
They feel better about themselves because

00:15:53.571 --> 00:15:53.910
they're

00:15:55.668 --> 00:15:56.089
They helped,

00:15:56.188 --> 00:15:57.208
and they know that Tony is not going

00:15:57.229 --> 00:15:58.450
to let them down and make them look

00:15:58.490 --> 00:15:58.789
bad.

00:15:59.090 --> 00:15:59.890
Yes, yes.

00:16:00.071 --> 00:16:01.451
They trust you so much,

00:16:01.510 --> 00:16:02.491
they can't wait to be.

00:16:02.792 --> 00:16:05.253
And it's also part of them.

00:16:05.852 --> 00:16:07.774
These people don't do it for a referral

00:16:07.813 --> 00:16:08.134
payment.

00:16:08.174 --> 00:16:08.554
They don't.

00:16:09.154 --> 00:16:10.375
I did this yesterday.

00:16:10.615 --> 00:16:11.456
I won't say with who,

00:16:12.056 --> 00:16:12.917
but I was like, hey, man,

00:16:14.177 --> 00:16:14.798
we got on a call,

00:16:14.817 --> 00:16:15.437
and I was like, oh,

00:16:15.738 --> 00:16:17.038
I know three people that can help you.

00:16:17.599 --> 00:16:18.799
I don't know if they will,

00:16:19.100 --> 00:16:20.620
but from what you just told me,

00:16:21.500 --> 00:16:23.221
call these three people or, hey...

00:16:24.042 --> 00:16:25.543
I'll email them and CC you on it.

00:16:25.602 --> 00:16:26.062
Is that cool?

00:16:26.082 --> 00:16:26.523
And they were like,

00:16:26.562 --> 00:16:27.363
you'll do that for us?

00:16:27.383 --> 00:16:29.323
I'm like, yes, I like being helpful.

00:16:29.764 --> 00:16:30.625
Look for these people.

00:16:30.865 --> 00:16:32.345
Those are the referrers.

00:16:32.664 --> 00:16:33.686
The third avatar.

00:16:33.905 --> 00:16:35.245
This sounded counterintuitive.

00:16:36.106 --> 00:16:37.027
This sounded opposite.

00:16:37.527 --> 00:16:38.508
And then I realized it was my own

00:16:38.548 --> 00:16:41.188
emotion keeping it out.

00:16:41.208 --> 00:16:42.249
The question asker.

00:16:42.989 --> 00:16:44.629
This is different than the identity

00:16:44.649 --> 00:16:44.950
builder.

00:16:44.990 --> 00:16:46.431
They are also asking questions.

00:16:46.471 --> 00:16:49.572
But this person at first feels more...

00:16:50.966 --> 00:16:53.148
combative with it like you might be like

00:16:53.187 --> 00:16:54.989
well why is this this person is testing

00:16:55.028 --> 00:16:57.230
me you as the clinician might feel this

00:16:57.269 --> 00:17:00.610
person is testing me they're not so

00:17:00.630 --> 00:17:02.111
they're asking things like why does this

00:17:02.152 --> 00:17:04.633
keep happening what should i be doing long

00:17:04.673 --> 00:17:07.253
term how do i prevent this they might

00:17:07.273 --> 00:17:11.056
feel a little spicier questions or or more

00:17:11.195 --> 00:17:13.297
or rapid fire than just the identity

00:17:13.317 --> 00:17:15.396
builder right the identity builder is

00:17:15.416 --> 00:17:16.357
talking about them

00:17:17.596 --> 00:17:18.238
I'm a runner.

00:17:18.439 --> 00:17:19.560
What should a runner be doing?

00:17:19.902 --> 00:17:21.644
Where the question asker is like,

00:17:21.945 --> 00:17:23.568
why does this happen?

00:17:23.608 --> 00:17:24.611
Why do people get this?

00:17:24.851 --> 00:17:26.594
They're asking broader questions.

00:17:26.974 --> 00:17:28.317
This sounds like they're questioning you

00:17:28.357 --> 00:17:28.979
as a clinician.

00:17:29.993 --> 00:17:30.574
They're not.

00:17:31.295 --> 00:17:32.536
They are the question asker.

00:17:32.715 --> 00:17:34.156
They want understanding,

00:17:34.596 --> 00:17:35.698
not just treatment.

00:17:36.198 --> 00:17:36.999
Here's the thing.

00:17:38.159 --> 00:17:41.721
If you keep playing a game of tennis

00:17:41.761 --> 00:17:42.102
with them,

00:17:42.541 --> 00:17:44.022
the goal is not slam the ball and

00:17:44.042 --> 00:17:46.865
get it past them and win.

00:17:46.884 --> 00:17:48.226
Just ping pong it.

00:17:48.266 --> 00:17:49.787
Let's get it to the other side.

00:17:49.946 --> 00:17:51.468
The goal is not put the seventy eight

00:17:51.587 --> 00:17:53.309
page CPG in front of him and be

00:17:53.329 --> 00:17:53.430
like,

00:17:53.549 --> 00:17:55.290
I'm doing this because of page twenty six,

00:17:55.330 --> 00:17:56.271
twenty eight and twenty nine.

00:17:56.692 --> 00:17:57.432
That's not a win.

00:17:57.672 --> 00:17:59.053
The goal is not to win against the

00:17:59.093 --> 00:17:59.713
question asker.

00:18:00.354 --> 00:18:02.296
The goal is to answer their questions.

00:18:03.477 --> 00:18:04.798
Every time you answer a question and

00:18:04.818 --> 00:18:06.760
they're satisfied and they might Google it

00:18:06.780 --> 00:18:09.423
and be like, oh yeah, he's right.

00:18:09.442 --> 00:18:10.344
Every time you do that,

00:18:10.443 --> 00:18:12.266
it's another brick that you're building in

00:18:12.306 --> 00:18:14.667
this castle of trust.

00:18:15.568 --> 00:18:16.650
I'm using metaphors today.

00:18:16.950 --> 00:18:17.471
Tony would love this.

00:18:18.952 --> 00:18:20.814
They go from, this is their journey,

00:18:20.874 --> 00:18:23.435
they go from curiosity to ownership to

00:18:23.496 --> 00:18:25.938
adherence to long-term relationship.

00:18:25.998 --> 00:18:29.500
The question asker is harder to win over.

00:18:30.442 --> 00:18:32.663
The game is not slam the ball by

00:18:32.682 --> 00:18:32.843
them.

00:18:32.903 --> 00:18:34.744
The game is just keep going with them.

00:18:35.285 --> 00:18:36.145
If you don't know,

00:18:37.125 --> 00:18:38.768
do not fake it with the question asker.

00:18:39.827 --> 00:18:41.789
Everything's gone if they find out you're

00:18:41.809 --> 00:18:42.951
lying or making something up.

00:18:43.694 --> 00:18:47.077
Be truthful in the long game over and

00:18:47.137 --> 00:18:48.278
over with a question asker,

00:18:48.719 --> 00:18:50.901
and then that person will become a

00:18:50.941 --> 00:18:51.961
long-term relationship.

00:18:52.001 --> 00:18:52.781
So those are three.

00:18:52.843 --> 00:18:54.084
There are probably more avatars,

00:18:54.403 --> 00:18:55.984
but those are the three that I came

00:18:56.025 --> 00:18:58.186
up with as I was sitting here this

00:18:58.227 --> 00:18:59.228
morning thinking about them.

00:19:00.107 --> 00:19:00.929
Ben is saying – hold on.

00:19:00.969 --> 00:19:02.069
Ben is saying –

00:19:03.190 --> 00:19:04.750
You have to get them in like same

00:19:04.770 --> 00:19:05.270
day and don't.

00:19:05.490 --> 00:19:05.891
Oh, yeah.

00:19:06.151 --> 00:19:07.231
I think he was saying this with if

00:19:07.271 --> 00:19:08.991
someone like if I'm like, oh, my guy,

00:19:09.051 --> 00:19:09.792
my guy's Tony.

00:19:10.393 --> 00:19:11.393
You got to go see Tony.

00:19:11.472 --> 00:19:13.834
Like if someone calls me, hey,

00:19:14.314 --> 00:19:15.595
Tony said I should come see you.

00:19:16.075 --> 00:19:17.255
I think that's what Ben is responding to.

00:19:17.474 --> 00:19:18.375
You got to get them in.

00:19:19.894 --> 00:19:22.056
Because you have to like now make it

00:19:22.115 --> 00:19:24.317
look like Jimmy sent me here.

00:19:24.817 --> 00:19:25.517
Oh, Jimmy sent you?

00:19:25.676 --> 00:19:26.096
I'll get you ready.

00:19:26.116 --> 00:19:26.596
Don't worry about it.

00:19:26.636 --> 00:19:27.637
Let me open this side door.

00:19:27.678 --> 00:19:28.377
Don't come in the front door.

00:19:28.458 --> 00:19:29.097
That's for everybody.

00:19:29.117 --> 00:19:29.978
You're going to go in the side.

00:19:30.038 --> 00:19:31.259
I got to use this code,

00:19:31.298 --> 00:19:32.058
go in the side door.

00:19:32.398 --> 00:19:32.679
Yes.

00:19:32.818 --> 00:19:33.420
Agreed, Ben.

00:19:33.700 --> 00:19:35.460
And that costs you nothing.

00:19:36.340 --> 00:19:37.921
That costs you maybe rearranging your

00:19:38.181 --> 00:19:39.061
schedule a little bit,

00:19:39.281 --> 00:19:41.122
which sucks a little bit.

00:19:41.321 --> 00:19:41.903
It's a little bit.

00:19:41.923 --> 00:19:42.803
It's worth it.

00:19:43.143 --> 00:19:43.502
He's right.

00:19:44.202 --> 00:19:45.243
So the thing, yes,

00:19:45.284 --> 00:19:47.865
we absolutely pride ourselves in being

00:19:47.944 --> 00:19:48.285
prompt.

00:19:49.150 --> 00:19:50.190
we want to get someone in the same

00:19:50.230 --> 00:19:51.270
day, just like Ben said.

00:19:53.131 --> 00:19:54.731
The challenge for practice owners and

00:19:54.751 --> 00:19:55.311
business owners,

00:19:55.352 --> 00:19:56.291
at least for me out there,

00:19:56.853 --> 00:19:59.233
is that I am not trying to have

00:19:59.273 --> 00:20:00.193
any more new patients.

00:20:00.233 --> 00:20:02.595
So sometimes I'll get a referral and it'll

00:20:02.615 --> 00:20:05.355
be like someone who already had my phone

00:20:05.375 --> 00:20:05.736
number, right?

00:20:05.756 --> 00:20:07.556
So they send me a text and they'll

00:20:07.596 --> 00:20:09.196
send like a joint email

00:20:09.477 --> 00:20:11.398
text intro without me without even a heads

00:20:11.439 --> 00:20:13.121
up sometimes or it's an email intro or

00:20:13.161 --> 00:20:16.544
whatever or or someone someone calls or

00:20:16.584 --> 00:20:18.786
texts my personal phone number which is

00:20:18.826 --> 00:20:20.227
fine because that means that that means

00:20:20.248 --> 00:20:22.309
the existing clientele felt comfortable

00:20:22.329 --> 00:20:23.750
enough to share my information and i

00:20:24.070 --> 00:20:25.853
probably said at some point it's it's okay

00:20:25.873 --> 00:20:26.554
to do that or whatever

00:20:27.801 --> 00:20:29.443
And then when that person says, oh,

00:20:30.104 --> 00:20:32.766
I get a phone call or a text

00:20:32.786 --> 00:20:36.048
from Tom and Tom's like, oh man,

00:20:36.128 --> 00:20:39.853
Anthony said you're the best and he knows

00:20:39.893 --> 00:20:40.933
you and all that.

00:20:42.409 --> 00:20:43.709
I have back pain or whatever.

00:20:44.130 --> 00:20:46.269
So for me, it's like, I'll handle it,

00:20:46.690 --> 00:20:48.111
but I'll have to let them know right

00:20:48.131 --> 00:20:50.411
up front that it's not going to be

00:20:50.451 --> 00:20:51.030
me treating them.

00:20:51.191 --> 00:20:51.672
Cause I, again,

00:20:51.692 --> 00:20:52.711
I'm trying to grow the practice.

00:20:52.731 --> 00:20:53.491
I'm trying to grow the business.

00:20:53.511 --> 00:20:54.813
So I,

00:20:54.853 --> 00:20:55.792
the thing with Ben said is I,

00:20:57.413 --> 00:21:00.173
I do pawn them off to another PT

00:21:00.233 --> 00:21:01.653
because I'm,

00:21:01.673 --> 00:21:03.515
I'm saying I'm not treating that area

00:21:03.555 --> 00:21:03.835
anymore.

00:21:04.095 --> 00:21:04.234
Dr.

00:21:04.295 --> 00:21:05.935
Andrew or whoever is treating that area.

00:21:06.215 --> 00:21:06.915
You shouldn't say that.

00:21:08.786 --> 00:21:10.406
Rory Sutherland would tell you not to say

00:21:10.507 --> 00:21:10.887
that.

00:21:11.127 --> 00:21:12.848
They would say, hey, man, I got you.

00:21:13.549 --> 00:21:14.630
You're doing low back.

00:21:15.651 --> 00:21:16.511
I got to be honest with you, though.

00:21:17.512 --> 00:21:18.333
I'm pretty good at back.

00:21:18.413 --> 00:21:19.453
I got a new guy on my team,

00:21:19.473 --> 00:21:19.653
though.

00:21:20.055 --> 00:21:21.816
Just stole him from a practice across

00:21:21.855 --> 00:21:22.115
town.

00:21:22.135 --> 00:21:23.217
This guy's elite at backs.

00:21:23.836 --> 00:21:24.718
I'm going to put you with him if

00:21:24.738 --> 00:21:25.178
that's cool.

00:21:26.058 --> 00:21:27.039
Do you know what I mean?

00:21:27.119 --> 00:21:27.839
Stupidly dumb.

00:21:28.921 --> 00:21:30.582
Rory Sutherland's all about the framing.

00:21:31.163 --> 00:21:33.003
We'll get to that because I'll bring in

00:21:33.044 --> 00:21:33.664
some celebrities.

00:21:33.984 --> 00:21:35.046
But yes, exactly.

00:21:35.205 --> 00:21:36.106
But you never say no.

00:21:37.473 --> 00:21:38.855
You just keep the red carpet thing.

00:21:38.996 --> 00:21:39.938
Hey, I don't have a table.

00:21:40.398 --> 00:21:41.441
It was great, right?

00:21:42.061 --> 00:21:42.804
I can never...

00:21:42.903 --> 00:21:44.267
All these movies jumbled together.

00:21:44.708 --> 00:21:45.048
But like...

00:21:46.192 --> 00:21:48.773
casino all the all the gangster movies

00:21:48.794 --> 00:21:50.134
jumbled together right because they're all

00:21:50.155 --> 00:21:52.738
kind of the same vibe but it was

00:21:52.758 --> 00:21:54.819
like oh we don't have a table and

00:21:54.839 --> 00:21:55.759
then all of a sudden they put like

00:21:55.779 --> 00:21:58.423
this tiny table in this like awkward spot

00:21:59.022 --> 00:22:02.086
but now it's cool why because there was

00:22:02.105 --> 00:22:03.646
no table we made a table it's a

00:22:03.686 --> 00:22:05.868
crappy table no no it's elite no one

00:22:05.888 --> 00:22:07.170
can get that you can't walk in and

00:22:07.210 --> 00:22:08.791
get that you ever been backstage at a

00:22:08.852 --> 00:22:11.794
concert before i haven't but i'm sure you

00:22:11.875 --> 00:22:12.355
have

00:22:12.622 --> 00:22:13.903
It's the crappiest place to watch a

00:22:13.942 --> 00:22:14.384
concert.

00:22:14.884 --> 00:22:16.046
It sounds the worst.

00:22:16.747 --> 00:22:18.008
It sounds the worst.

00:22:18.288 --> 00:22:20.069
It's the status of being there because no

00:22:20.150 --> 00:22:20.770
one else is there.

00:22:20.851 --> 00:22:22.512
There's hundreds, thousands,

00:22:22.553 --> 00:22:23.493
whatever people in the crowd,

00:22:23.653 --> 00:22:26.798
and there's a handful or dozens of people

00:22:26.837 --> 00:22:28.960
back there that all have badges that have

00:22:28.980 --> 00:22:29.480
the access.

00:22:29.909 --> 00:22:30.690
When I got back there,

00:22:30.789 --> 00:22:31.369
I could not wait.

00:22:31.430 --> 00:22:32.010
I'm like,

00:22:32.371 --> 00:22:34.313
I'm going backstage at a Lizard concert.

00:22:34.333 --> 00:22:34.913
It's going to be great.

00:22:35.213 --> 00:22:37.415
And I'm back there and it smells and

00:22:37.435 --> 00:22:38.576
there's just crap everywhere because

00:22:38.596 --> 00:22:39.898
that's where they keep all the cases for

00:22:39.919 --> 00:22:41.240
all the equipment.

00:22:41.500 --> 00:22:43.321
And I'm like, where's the lounge?

00:22:43.342 --> 00:22:44.163
And they're like, I don't know.

00:22:44.222 --> 00:22:45.423
What lounge are you talking about, dude?

00:22:45.443 --> 00:22:46.325
This is backstage.

00:22:46.384 --> 00:22:48.106
I'm like, holy crap, this place sucks.

00:22:48.606 --> 00:22:50.189
But yes, that's why it was cool.

00:22:51.513 --> 00:22:51.913
Fun fact,

00:22:51.953 --> 00:22:54.476
if you want to experience the concert the

00:22:54.496 --> 00:22:55.737
best, if you're buying concert tickets,

00:22:55.957 --> 00:22:56.678
here's your life hack.

00:22:57.278 --> 00:22:58.219
Look on the little map.

00:22:59.440 --> 00:23:00.901
If you can figure out where the soundboard

00:23:00.980 --> 00:23:01.181
is,

00:23:02.102 --> 00:23:03.663
sit as close to the soundboard as

00:23:03.702 --> 00:23:04.143
possible.

00:23:04.563 --> 00:23:06.865
The person twisting the knobs and making

00:23:06.904 --> 00:23:08.865
the whole concert sound great is doing it

00:23:08.885 --> 00:23:09.866
from that location.

00:23:10.086 --> 00:23:11.008
It's not always in the center,

00:23:11.067 --> 00:23:11.528
but it should be.

00:23:11.867 --> 00:23:12.969
Sit as close to the soundboard as

00:23:13.009 --> 00:23:13.409
possible.

00:23:13.650 --> 00:23:14.329
That's zero.

00:23:14.369 --> 00:23:15.191
It's ground zero.

00:23:15.490 --> 00:23:15.651
Okay.

00:23:16.171 --> 00:23:16.791
Um, and Dave saying,

00:23:16.811 --> 00:23:17.913
but that is still some, uh, sorry,

00:23:17.952 --> 00:23:18.374
Ben is saying,

00:23:18.394 --> 00:23:20.134
but that is still some of your mystique

00:23:20.154 --> 00:23:20.576
and shtick.

00:23:20.596 --> 00:23:22.156
It's, it's a purposeful barrier.

00:23:22.277 --> 00:23:22.637
Yes.

00:23:22.718 --> 00:23:23.858
You are the speakeasy in the back of

00:23:23.878 --> 00:23:24.640
the taco shop.

00:23:25.019 --> 00:23:26.602
That would be a great duo.

00:23:26.721 --> 00:23:27.863
I would go to a speakeasy in a

00:23:27.883 --> 00:23:30.164
taco shop to burn two of my favorite

00:23:30.184 --> 00:23:30.404
things.

00:23:30.424 --> 00:23:31.125
I do.

00:23:31.185 --> 00:23:31.445
I got it.

00:23:31.526 --> 00:23:32.326
I got to take you in the city.

00:23:32.346 --> 00:23:33.949
You know, the, the place real quick.

00:23:34.128 --> 00:23:35.529
Um, oh my gosh,

00:23:35.549 --> 00:23:36.651
there's a hot dog place.

00:23:37.664 --> 00:23:39.946
A little hot dog in like the village

00:23:39.987 --> 00:23:40.507
in Manhattan.

00:23:40.527 --> 00:23:40.847
Okay.

00:23:40.867 --> 00:23:41.127
You know,

00:23:41.147 --> 00:23:43.308
like the little places like down a few

00:23:43.349 --> 00:23:45.250
steps from the sidewalk, down a few steps.

00:23:45.810 --> 00:23:46.951
And it's, oh my gosh,

00:23:46.971 --> 00:23:48.272
I'm blanking on the hot dog place.

00:23:48.554 --> 00:23:49.094
Criff Dogs.

00:23:49.394 --> 00:23:50.355
Criff Dog Hot Dogs.

00:23:50.835 --> 00:23:51.756
And inside there,

00:23:51.776 --> 00:23:53.257
you go through a phone booth and it's

00:23:53.277 --> 00:23:53.817
a speakeasy.

00:23:54.397 --> 00:23:54.738
I love,

00:23:55.117 --> 00:23:56.578
there's one that's in a laundromat.

00:23:56.679 --> 00:23:57.159
Like you have to go,

00:23:57.179 --> 00:23:57.598
you have to like,

00:23:57.878 --> 00:24:00.219
it's like the third dryer from the left.

00:24:00.239 --> 00:24:01.480
And then you have to put like fifty

00:24:01.519 --> 00:24:03.000
cents in and twist the dial left,

00:24:03.039 --> 00:24:03.519
not right.

00:24:03.559 --> 00:24:04.380
And then the whole thing opens.

00:24:04.579 --> 00:24:06.661
And then you step through and it's like

00:24:06.681 --> 00:24:07.101
a disco.

00:24:07.921 --> 00:24:08.740
It's stuff like that.

00:24:08.800 --> 00:24:10.321
It's just like the experience.

00:24:10.541 --> 00:24:12.541
Did you know there's a bar inside Grand

00:24:12.582 --> 00:24:12.942
Central,

00:24:12.981 --> 00:24:14.923
like a hidden bar inside Grand Central

00:24:14.962 --> 00:24:15.282
Terminal?

00:24:15.303 --> 00:24:15.903
Yeah.

00:24:15.942 --> 00:24:18.182
It's like the, it's the station master.

00:24:18.202 --> 00:24:19.523
It used to be the station master's

00:24:20.243 --> 00:24:20.703
apartment.

00:24:21.637 --> 00:24:22.979
And I went there once and like,

00:24:23.058 --> 00:24:23.358
believe me,

00:24:23.398 --> 00:24:24.699
drinks are like twenty eight dollars.

00:24:25.119 --> 00:24:25.559
But you're like,

00:24:25.720 --> 00:24:27.621
this is like everything's marble.

00:24:27.861 --> 00:24:30.741
So you go.

00:24:30.781 --> 00:24:31.482
We'll go for one.

00:24:31.502 --> 00:24:31.843
We'll go for one.

00:24:31.863 --> 00:24:33.202
What would you like?

00:24:33.242 --> 00:24:34.044
We'd like a vodka soda.

00:24:34.064 --> 00:24:34.723
And what would you like?

00:24:34.763 --> 00:24:35.324
No, we're splitting that.

00:24:35.344 --> 00:24:36.045
We're going to have that.

00:24:36.144 --> 00:24:37.444
We have that in two guys and the

00:24:38.026 --> 00:24:40.106
bill right now, please.

00:24:41.807 --> 00:24:42.028
Right.

00:24:42.048 --> 00:24:43.387
But that's part of the schnick.

00:24:43.428 --> 00:24:44.249
You can't come.

00:24:44.269 --> 00:24:45.209
That's why it's cool.

00:24:45.328 --> 00:24:47.029
So those those are the three avatars I

00:24:47.049 --> 00:24:47.930
would say to look out for.

00:24:48.269 --> 00:24:49.111
None of this is magic.

00:24:50.232 --> 00:24:52.474
Do not judge people by their clothing or

00:24:52.494 --> 00:24:53.516
what they do for a living.

00:24:53.536 --> 00:24:54.596
If someone's like, I'm a plumber,

00:24:54.616 --> 00:24:55.739
I'm like, my man,

00:24:55.999 --> 00:24:57.359
you own a plumbing company.

00:24:59.261 --> 00:25:00.482
Stop thinking that way.

00:25:00.583 --> 00:25:01.805
Stop thinking that way.

00:25:02.325 --> 00:25:02.806
Don't think.

00:25:03.926 --> 00:25:05.689
Let me double click on this.

00:25:06.288 --> 00:25:08.411
Of course, we have some folks that are

00:25:09.352 --> 00:25:12.113
ex attorneys like they were they were

00:25:12.173 --> 00:25:14.773
partners they were in big firms they're in

00:25:14.794 --> 00:25:16.454
they have big apartments in manhattan

00:25:16.494 --> 00:25:18.256
they're on fifth ave their own park ave

00:25:18.715 --> 00:25:20.896
yes of course those are those are the

00:25:20.957 --> 00:25:23.417
identity builder folks yes it's it's

00:25:23.458 --> 00:25:26.779
fairly obvious to observe as soon as you

00:25:26.799 --> 00:25:27.859
as soon as we get the street address

00:25:27.880 --> 00:25:29.461
if we're doing home visits or even if

00:25:29.480 --> 00:25:31.221
they're coming to our office but we from

00:25:31.240 --> 00:25:32.981
the paperwork we know they're you know we

00:25:33.001 --> 00:25:34.163
know their home address so we know where

00:25:34.202 --> 00:25:34.542
they live

00:25:35.292 --> 00:25:36.553
So we kind of know like based off

00:25:36.593 --> 00:25:37.813
of where they live, let's be honest,

00:25:37.833 --> 00:25:38.413
like in Manhattan,

00:25:38.574 --> 00:25:39.693
based off of where you live,

00:25:40.114 --> 00:25:42.134
you kind of can make some of those

00:25:42.273 --> 00:25:43.694
assumptions, right?

00:25:43.734 --> 00:25:44.134
However,

00:25:46.434 --> 00:25:51.355
I had someone in a neighborhood in

00:25:51.395 --> 00:25:55.916
Brooklyn that is not like the wealthiest

00:25:56.017 --> 00:25:56.876
or nicest.

00:25:57.596 --> 00:25:58.096
The thing is,

00:25:58.116 --> 00:26:00.577
is that they were spending like thirty,

00:26:00.637 --> 00:26:02.218
thirty five K a year with us.

00:26:03.222 --> 00:26:04.624
but it was the sons and daughters that

00:26:04.663 --> 00:26:05.344
were paying for it.

00:26:05.384 --> 00:26:07.805
And there were like eight or nine sons

00:26:07.825 --> 00:26:08.405
and daughters.

00:26:09.566 --> 00:26:11.606
So it was probably spread out across them.

00:26:12.126 --> 00:26:14.868
And that was a little less of,

00:26:15.608 --> 00:26:16.769
not even any of those avatars,

00:26:16.809 --> 00:26:19.891
just kind of like,

00:26:19.951 --> 00:26:21.251
maybe a little around identity,

00:26:21.271 --> 00:26:23.512
but it wasn't like the obvious one,

00:26:23.532 --> 00:26:25.473
like the attorneys that we have that are,

00:26:25.614 --> 00:26:26.795
you know, sixty, seventy,

00:26:26.835 --> 00:26:27.394
eighty years old.

00:26:27.795 --> 00:26:28.536
Yeah, yeah.

00:26:29.236 --> 00:26:30.896
So but for us,

00:26:30.957 --> 00:26:32.757
at least our experience is that most of

00:26:32.836 --> 00:26:35.597
our clients have spent tens of thousands

00:26:35.617 --> 00:26:36.357
of dollars with us.

00:26:36.637 --> 00:26:37.398
Seventy thousand.

00:26:37.659 --> 00:26:39.239
I even did you hear their story?

00:26:39.318 --> 00:26:42.400
I put on my show before that we

00:26:42.420 --> 00:26:45.161
had this ex pharmaceutical represent up

00:26:45.340 --> 00:26:47.902
representative ex pharmaceutical executive

00:26:49.143 --> 00:26:49.803
several years ago.

00:26:51.193 --> 00:26:53.317
And they were doing like seven days a

00:26:53.336 --> 00:26:53.916
week PT.

00:26:53.936 --> 00:26:56.098
They were mixing in some soft tissue work

00:26:56.140 --> 00:26:56.740
massages,

00:26:56.779 --> 00:26:58.321
but the massages were delivered by our

00:26:58.362 --> 00:27:00.223
physical therapist at the physical therapy

00:27:00.263 --> 00:27:00.544
rate.

00:27:01.345 --> 00:27:04.508
And that guy spent,

00:27:06.069 --> 00:27:07.050
you guys can go check this on my

00:27:07.070 --> 00:27:07.290
YouTube.

00:27:07.330 --> 00:27:08.551
This is another humble brag,

00:27:08.571 --> 00:27:10.173
but that guy was spending like a hundred

00:27:10.193 --> 00:27:11.855
and fifty K a year for a couple

00:27:11.875 --> 00:27:12.476
of years in a row.

00:27:13.196 --> 00:27:14.076
Just one client.

00:27:14.297 --> 00:27:14.978
Just one client.

00:27:15.298 --> 00:27:16.557
It was a lot of coordination on my

00:27:16.617 --> 00:27:17.659
side because I'm coordinating.

00:27:17.999 --> 00:27:18.519
Obviously,

00:27:19.098 --> 00:27:20.359
I wasn't doing seven days a week in

00:27:20.400 --> 00:27:20.839
Manhattan.

00:27:23.000 --> 00:27:24.480
It was multiple therapists.

00:27:24.560 --> 00:27:25.741
I was coordinating everything,

00:27:25.801 --> 00:27:27.182
all the continuity of care stuff.

00:27:28.843 --> 00:27:30.483
helping them with DME,

00:27:30.605 --> 00:27:31.685
durable medical equipment,

00:27:31.766 --> 00:27:34.228
and different safety things.

00:27:34.688 --> 00:27:37.430
I helped them install grab bars.

00:27:37.550 --> 00:27:38.070
I didn't do it,

00:27:38.090 --> 00:27:39.853
but in terms of finding the best grab

00:27:39.873 --> 00:27:41.554
bars and the positioning and location of

00:27:41.594 --> 00:27:42.054
them and all that.

00:27:42.094 --> 00:27:43.355
You keep saying you didn't do it,

00:27:43.435 --> 00:27:45.176
but it wouldn't have gotten done without a

00:27:45.237 --> 00:27:45.537
couple.

00:27:46.518 --> 00:27:48.440
If you're the originator, the facilitator,

00:27:48.640 --> 00:27:50.521
the installer, it don't get done.

00:27:51.102 --> 00:27:51.923
I need it done.

00:27:52.042 --> 00:27:53.144
Half done isn't done.

00:27:53.403 --> 00:27:54.945
Three quarters done isn't done.

00:27:55.066 --> 00:27:56.527
Eighty-nine percent done isn't done.

00:27:58.617 --> 00:28:01.662
And you don't get your posture fixed

00:28:01.862 --> 00:28:05.105
unless you use posture corrector.

00:28:05.144 --> 00:28:06.646
Three thousand fixture.

00:28:06.946 --> 00:28:09.651
This is the same guy, the same actor.

00:28:10.090 --> 00:28:11.392
Yeah, he's not an actor.

00:28:11.413 --> 00:28:12.252
He's a piece of present.

00:28:12.272 --> 00:28:14.055
He's a professional product presenter.

00:28:14.596 --> 00:28:15.817
Fixer.

00:28:15.877 --> 00:28:16.838
We're not.

00:28:17.983 --> 00:28:19.384
posture corrector three thousand the

00:28:19.424 --> 00:28:20.765
revolutionary wearable device it

00:28:20.825 --> 00:28:23.145
automatically buzzes beeps and mildly

00:28:23.185 --> 00:28:26.248
shames you who if you slouch bad desk

00:28:26.268 --> 00:28:30.069
posture text neck rounded shoulders it

00:28:30.089 --> 00:28:32.171
plays a recording of your pt saying chest

00:28:32.270 --> 00:28:34.652
up shoulders back you know better now with

00:28:34.711 --> 00:28:36.633
public accountability mode which loudly

00:28:36.653 --> 00:28:38.713
announces posture failure detected

00:28:39.894 --> 00:28:42.615
PostureCorrector.com because awareness is

00:28:42.674 --> 00:28:43.474
half the battle.

00:28:43.714 --> 00:28:45.776
Humiliation is the other half.

00:28:45.996 --> 00:28:47.556
Find us online at PostureCorrector.com.

00:28:47.576 --> 00:28:50.997
It's always a .org because they can't

00:28:51.017 --> 00:28:52.458
afford a .com because they're not selling

00:28:52.478 --> 00:28:52.998
enough units.

00:28:53.018 --> 00:28:53.897
They're not hustling hard.

00:28:54.357 --> 00:28:56.118
All right, so let's go strategic twist.

00:28:57.761 --> 00:28:58.663
Halfway through the show,

00:28:59.002 --> 00:29:00.403
now we bring in the celebrity guests.

00:29:00.544 --> 00:29:02.205
This is how you keep people watching the

00:29:02.246 --> 00:29:02.806
live stream.

00:29:03.346 --> 00:29:08.330
So the question is, how would other big,

00:29:08.871 --> 00:29:10.251
beautiful minds think of this?

00:29:10.612 --> 00:29:12.794
So I brought in the power of AI.

00:29:13.355 --> 00:29:13.654
I said,

00:29:13.714 --> 00:29:16.497
what would people like Gary Vee or Seth

00:29:16.537 --> 00:29:19.098
Godin or Rory Sutherland or Chris Voss or

00:29:19.138 --> 00:29:21.661
Chris Doe do about those things?

00:29:22.442 --> 00:29:23.063
And here's what they said.

00:29:23.959 --> 00:29:25.921
Now, this is going off their avatar,

00:29:26.000 --> 00:29:27.362
like the Chris Voss avatar.

00:29:27.402 --> 00:29:27.863
Chris Voss,

00:29:27.883 --> 00:29:30.184
famously the former FBI hostage negotiator

00:29:30.945 --> 00:29:32.727
turned book writer and, I don't know,

00:29:33.288 --> 00:29:34.869
strategic advisor to companies.

00:29:35.410 --> 00:29:37.612
Chris Voss would uncover the real fear

00:29:37.672 --> 00:29:38.992
behind the injury.

00:29:40.535 --> 00:29:41.935
Chris Voss, of course, would say,

00:29:42.717 --> 00:29:43.258
if you have five,

00:29:43.577 --> 00:29:44.578
ten hostages in a bank,

00:29:44.618 --> 00:29:45.339
I can't just be like, oh,

00:29:45.440 --> 00:29:46.260
I guess we'll split the difference.

00:29:46.621 --> 00:29:47.642
So Chris Voss is saying,

00:29:47.701 --> 00:29:48.923
talk to the person more.

00:29:49.344 --> 00:29:51.786
Find out the real fear behind the injury.

00:29:52.487 --> 00:29:53.127
Do that.

00:29:54.009 --> 00:29:54.909
Get into that.

00:29:55.049 --> 00:29:55.869
And if the person,

00:29:55.910 --> 00:29:57.011
if you get to their real fear...

00:29:57.882 --> 00:29:59.584
Oprah said people want to be seen, heard,

00:29:59.684 --> 00:30:00.204
and understood.

00:30:00.465 --> 00:30:02.268
Chris Voss, of the same ilk,

00:30:02.688 --> 00:30:03.730
if you can see me, hear me,

00:30:03.789 --> 00:30:04.310
understand me,

00:30:04.510 --> 00:30:06.573
I will stay with you because finding

00:30:06.593 --> 00:30:08.816
another person like you is a pain in

00:30:08.836 --> 00:30:10.719
the ass and expensive.

00:30:12.813 --> 00:30:15.855
Rory Sutherland was the director of

00:30:15.935 --> 00:30:16.296
Ogilvy,

00:30:16.336 --> 00:30:19.159
one of the largest advertising firms in

00:30:19.179 --> 00:30:19.598
the planet.

00:30:21.059 --> 00:30:22.602
This is where the reframe comes in a

00:30:22.662 --> 00:30:23.923
second ago when I told you not to

00:30:23.962 --> 00:30:24.983
say that, but to say this.

00:30:25.564 --> 00:30:26.244
Rory Sutherland,

00:30:26.265 --> 00:30:27.185
that's where I stole that from Rory

00:30:27.205 --> 00:30:27.445
Sutherland.

00:30:27.465 --> 00:30:27.786
He would say,

00:30:28.166 --> 00:30:29.708
don't say I'm not providing the treatment.

00:30:29.948 --> 00:30:31.910
Saying I am going to step out of

00:30:31.930 --> 00:30:33.691
the way because I have the best back

00:30:33.731 --> 00:30:35.313
person and I'm going to slide you into

00:30:35.393 --> 00:30:37.494
them and you'll be appreciative and it'll

00:30:37.515 --> 00:30:38.935
feel like a yes and and not a

00:30:38.996 --> 00:30:39.396
no but.

00:30:40.096 --> 00:30:40.758
Rory would say,

00:30:41.478 --> 00:30:44.579
reframe physical therapy from repair to

00:30:44.720 --> 00:30:45.540
optimization.

00:30:46.842 --> 00:30:49.064
Rory would say, you never discharge.

00:30:49.183 --> 00:30:50.464
Rory would be one of those people who'd

00:30:50.484 --> 00:30:51.224
say, don't discharge.

00:30:51.384 --> 00:30:52.145
He would say,

00:30:52.766 --> 00:30:57.369
we're going to now continue to make sure

00:30:57.390 --> 00:30:59.050
you are hardy for life.

00:31:00.652 --> 00:31:01.512
Thoughts on Rory,

00:31:01.532 --> 00:31:03.213
thoughts on Chris so far.

00:31:03.574 --> 00:31:04.595
Chris Blossom, Rory Sutherland.

00:31:05.961 --> 00:31:08.864
The, the thing that Chris Voss,

00:31:09.163 --> 00:31:09.664
you mentioned,

00:31:10.325 --> 00:31:11.926
I feel like I know I have done

00:31:11.967 --> 00:31:14.468
historically and I hope I need to be

00:31:14.528 --> 00:31:15.929
coaching my therapist better if I'm not

00:31:15.970 --> 00:31:16.289
already,

00:31:16.329 --> 00:31:18.290
but definitely we talk about it in terms

00:31:18.310 --> 00:31:19.711
of the, cause they,

00:31:19.731 --> 00:31:21.574
cause from the Chris Voss angle,

00:31:21.673 --> 00:31:22.934
the patient, our clients,

00:31:22.954 --> 00:31:25.115
they don't care about your therapeutic

00:31:25.155 --> 00:31:25.977
exercise, your,

00:31:26.096 --> 00:31:28.858
what type of manual therapy mobilization

00:31:28.919 --> 00:31:30.539
of the shoulder or the back or the

00:31:30.961 --> 00:31:32.481
gate training or the,

00:31:33.240 --> 00:31:34.641
they just care about getting back to what

00:31:34.661 --> 00:31:35.362
they want to get back to.

00:31:35.442 --> 00:31:38.684
So a lot of times it's like they,

00:31:38.805 --> 00:31:39.665
we, we have some,

00:31:40.047 --> 00:31:42.288
we have with home visits and on demand

00:31:42.308 --> 00:31:42.588
visits.

00:31:42.608 --> 00:31:43.910
Like we have some people that like,

00:31:44.230 --> 00:31:46.593
don't want to do gate training or walking

00:31:46.613 --> 00:31:47.854
in their hallway because they don't want

00:31:47.874 --> 00:31:49.215
their neighbors to see them look

00:31:49.296 --> 00:31:49.855
vulnerable.

00:31:50.376 --> 00:31:51.458
They don't want to, they don't want,

00:31:51.538 --> 00:31:52.618
they want to stay in their apartment.

00:31:52.759 --> 00:31:54.079
So sometimes the apartments are big enough

00:31:54.119 --> 00:31:54.941
where that makes sense.

00:31:54.980 --> 00:31:55.821
And okay, that's fine.

00:31:55.862 --> 00:31:56.182
But yeah,

00:31:56.903 --> 00:31:58.423
It's always best to have like a better

00:31:58.884 --> 00:31:59.424
runway.

00:31:59.545 --> 00:31:59.765
Right.

00:31:59.785 --> 00:32:02.205
So why wouldn't we use the hallway or

00:32:02.266 --> 00:32:03.186
even like the lobby?

00:32:03.267 --> 00:32:04.988
But then the lobby is you you might

00:32:05.587 --> 00:32:08.509
be seen by other neighbors and the doorman

00:32:08.569 --> 00:32:11.571
who historically you had a higher quote

00:32:11.592 --> 00:32:14.253
unquote status over like over the doorman.

00:32:14.273 --> 00:32:16.914
Like it's just these unspoken things.

00:32:18.395 --> 00:32:18.556
Now,

00:32:18.576 --> 00:32:19.856
all of a sudden you're in a wheelchair

00:32:19.916 --> 00:32:22.118
or you're in a walker and you're looking

00:32:22.179 --> 00:32:23.700
vulnerable, you're looking lesser than.

00:32:24.480 --> 00:32:27.372
if you can speak to how our or

00:32:27.432 --> 00:32:30.042
your treatment approach, your service,

00:32:30.980 --> 00:32:33.442
We'll get them back to walking if it's

00:32:33.481 --> 00:32:33.922
possible.

00:32:34.622 --> 00:32:35.722
Obviously it depends on the client,

00:32:35.762 --> 00:32:37.483
depends on the prognosis, their situation,

00:32:37.804 --> 00:32:38.644
their motivation.

00:32:38.683 --> 00:32:39.644
It depends on all that.

00:32:40.025 --> 00:32:42.305
But can you lay out a game plan,

00:32:42.384 --> 00:32:44.086
a treatment plan that's going to focus

00:32:44.306 --> 00:32:45.686
around the things that they really care

00:32:45.707 --> 00:32:45.886
about?

00:32:45.967 --> 00:32:46.366
So it's like,

00:32:48.208 --> 00:32:50.368
I didn't even do a great job at

00:32:50.388 --> 00:32:51.969
this with this particular client that

00:32:51.989 --> 00:32:54.230
we're anonymously talking about that spent

00:32:54.750 --> 00:32:55.951
seventy three thousand dollars with us

00:32:56.010 --> 00:32:56.371
recently,

00:32:56.451 --> 00:32:58.071
like over the almost in the last year

00:32:58.092 --> 00:32:58.692
and a half or whatever.

00:33:00.083 --> 00:33:01.664
it was kind of like episodic, like,

00:33:01.684 --> 00:33:03.307
all right, you came out of hospital, like,

00:33:03.326 --> 00:33:04.108
let's get you moving.

00:33:04.148 --> 00:33:04.970
Let's check your vitals.

00:33:04.990 --> 00:33:06.632
Let's observe your vitals all the time.

00:33:07.053 --> 00:33:08.535
Then it was like, okay, that's better.

00:33:08.575 --> 00:33:09.236
That's stable.

00:33:09.556 --> 00:33:11.157
Your vitals are stable with walking.

00:33:11.578 --> 00:33:12.038
Now it's,

00:33:13.321 --> 00:33:15.765
let's work on your balance and endurance.

00:33:16.105 --> 00:33:17.267
And then once that got better,

00:33:17.287 --> 00:33:18.587
then it was like walking outside.

00:33:18.627 --> 00:33:19.548
And then once that got better,

00:33:19.588 --> 00:33:21.090
it was walking, you know,

00:33:21.330 --> 00:33:22.712
my other therapist was with him and

00:33:23.012 --> 00:33:24.515
walking him in the park and around the

00:33:24.595 --> 00:33:25.016
reservoir.

00:33:25.336 --> 00:33:26.037
And then it was,

00:33:26.657 --> 00:33:28.098
he wanted to get back into the golf

00:33:28.118 --> 00:33:28.619
simulator.

00:33:29.080 --> 00:33:29.221
Right.

00:33:29.240 --> 00:33:29.520
So there were,

00:33:29.560 --> 00:33:30.521
there was like all these incremental

00:33:30.561 --> 00:33:30.803
steps.

00:33:30.863 --> 00:33:33.326
Now we might've, we might've through, uh,

00:33:34.460 --> 00:33:35.721
I don't know, through osmosis,

00:33:35.761 --> 00:33:37.683
through just being there or whatever,

00:33:37.784 --> 00:33:39.506
might have given him enough reassurance.

00:33:39.526 --> 00:33:41.028
And we probably didn't do a good enough

00:33:41.048 --> 00:33:41.248
job.

00:33:41.268 --> 00:33:43.069
But if we had laid out those things

00:33:43.109 --> 00:33:44.913
up front, like, hey, what are your goals?

00:33:44.952 --> 00:33:46.114
I need to ask you more questions.

00:33:46.153 --> 00:33:49.038
What would you want to get back to,

00:33:49.077 --> 00:33:50.459
assuming that you're medically cleared and

00:33:50.499 --> 00:33:52.121
stable and you're ready at those times?

00:33:52.821 --> 00:33:53.842
And he probably would have said, well,

00:33:53.862 --> 00:33:55.482
I want to get back to golf.

00:33:55.663 --> 00:33:57.563
I had I initially was with this guy

00:33:57.663 --> 00:33:59.243
treating him in twenty twenty four.

00:33:59.864 --> 00:34:01.625
And we were putting in his living room

00:34:02.305 --> 00:34:05.066
about four weeks out of open heart surgery

00:34:05.726 --> 00:34:06.026
putting.

00:34:06.066 --> 00:34:07.185
I mean, it's pretty low effort,

00:34:07.526 --> 00:34:08.927
but that was something that he cared

00:34:08.947 --> 00:34:09.206
about.

00:34:10.166 --> 00:34:11.527
Yes, we were doing a little bit of,

00:34:11.567 --> 00:34:13.927
you know, static or dynamic balance.

00:34:13.947 --> 00:34:15.228
So there's definitely clinical things

00:34:15.248 --> 00:34:16.449
there that we're actually hitting on.

00:34:17.938 --> 00:34:19.619
So it was kind of like leading them

00:34:19.659 --> 00:34:21.159
like, okay, you want to get back to,

00:34:21.300 --> 00:34:22.621
so you want to get back to golfing.

00:34:23.041 --> 00:34:24.420
And then we need to go to the

00:34:24.440 --> 00:34:26.362
golf simulator to eventually in the coming

00:34:26.402 --> 00:34:28.483
weeks or months to work on, you know,

00:34:28.543 --> 00:34:29.443
chipping at like,

00:34:29.764 --> 00:34:31.125
fifty percent effort or whatever.

00:34:31.144 --> 00:34:32.206
And then it's like increasing the

00:34:32.226 --> 00:34:32.646
exertion.

00:34:32.686 --> 00:34:33.126
And then it's,

00:34:33.905 --> 00:34:36.487
when can we do some driving the ball

00:34:36.588 --> 00:34:38.449
off the tee at the golf simulator?

00:34:39.585 --> 00:34:40.264
those types of things.

00:34:40.304 --> 00:34:41.445
It's like laying out like, okay,

00:34:41.485 --> 00:34:42.585
what is important to you?

00:34:42.706 --> 00:34:43.887
Why do you care about those things?

00:34:44.786 --> 00:34:46.027
And when might we be able to get

00:34:46.047 --> 00:34:46.208
there?

00:34:46.248 --> 00:34:47.889
And what do we need to do to

00:34:47.929 --> 00:34:48.329
get there?

00:34:48.509 --> 00:34:48.608
And,

00:34:48.748 --> 00:34:50.949
and obviously part of it to get him

00:34:51.050 --> 00:34:53.610
there or to get them there is the

00:34:53.630 --> 00:34:54.472
accountability of,

00:34:54.811 --> 00:34:56.213
we have these visits and we need to

00:34:56.273 --> 00:34:58.032
do these sessions and we need to do,

00:34:58.052 --> 00:34:58.974
you know, do whatever.

00:34:59.833 --> 00:35:01.135
Initially it was four times a week and

00:35:01.155 --> 00:35:01.914
then it was three.

00:35:01.954 --> 00:35:02.476
And, you know,

00:35:02.516 --> 00:35:04.797
maybe these days it's kind of like two

00:35:04.817 --> 00:35:05.597
times a week or whatever,

00:35:05.617 --> 00:35:07.717
but that's how it's,

00:35:08.248 --> 00:35:09.289
I would lay out the whole Chris false

00:35:09.309 --> 00:35:09.449
thing.

00:35:09.489 --> 00:35:10.929
It's like finding out what they really

00:35:10.969 --> 00:35:11.389
care about,

00:35:12.130 --> 00:35:15.253
laying out a plan and goals that align

00:35:15.293 --> 00:35:16.833
with their expectations.

00:35:17.235 --> 00:35:19.115
Keep making sure they understand just like

00:35:19.135 --> 00:35:20.277
the dominoes pizza tracker,

00:35:20.317 --> 00:35:21.398
where they are in this.

00:35:21.637 --> 00:35:22.498
Hey, we've had a setback.

00:35:22.538 --> 00:35:23.119
What does that mean?

00:35:23.139 --> 00:35:23.759
How far back?

00:35:23.798 --> 00:35:25.360
Like make sure it's clear.

00:35:26.516 --> 00:35:27.237
I do have an update.

00:35:27.318 --> 00:35:28.657
I just got an email from our sponsors.

00:35:28.818 --> 00:35:30.239
This doesn't happen very often.

00:35:30.619 --> 00:35:32.780
So the sponsors from the posture

00:35:32.800 --> 00:35:36.342
corrector, they are already on Amazon.

00:35:36.422 --> 00:35:37.222
Like look at bang.

00:35:37.302 --> 00:35:38.463
We've already, we're already selling.

00:35:38.503 --> 00:35:41.143
Shout out to Ben Galer saying we are,

00:35:41.284 --> 00:35:43.264
we are two for two on making.

00:35:43.824 --> 00:35:44.286
There's no,

00:35:44.385 --> 00:35:46.166
there's no way that's that there's no way

00:35:46.186 --> 00:35:47.007
that sells a lot.

00:35:47.067 --> 00:35:48.748
Is there the little line where it says

00:35:48.788 --> 00:35:51.329
like how many are sold a thousand?

00:35:51.449 --> 00:35:52.148
Okay.

00:35:52.168 --> 00:35:54.269
But this is usually globally or nationally

00:35:54.409 --> 00:35:55.471
a thousand bought in the last month.

00:35:55.896 --> 00:35:57.998
Thousand bought it last month, man.

00:35:58.057 --> 00:35:58.737
It's three point eight.

00:35:58.998 --> 00:36:00.139
People are buying this.

00:36:00.219 --> 00:36:00.519
I know.

00:36:00.559 --> 00:36:01.420
Look, and all it is,

00:36:01.480 --> 00:36:02.380
is a little dot thing.

00:36:03.922 --> 00:36:05.963
My post-traumatic at least looked legit.

00:36:06.003 --> 00:36:08.365
It was like this back harness thing.

00:36:08.746 --> 00:36:09.626
This one's just a dot.

00:36:10.047 --> 00:36:10.907
Nineties legit.

00:36:12.409 --> 00:36:12.869
What is it?

00:36:13.010 --> 00:36:13.510
How much is it?

00:36:13.769 --> 00:36:15.871
I don't want to ask freaking Rufus.

00:36:15.931 --> 00:36:16.713
Get off the price.

00:36:16.753 --> 00:36:17.532
Sixty nine dollars.

00:36:18.134 --> 00:36:19.795
Would you pay sixty nine dollars to look

00:36:19.914 --> 00:36:22.356
that happy with this apparatus?

00:36:24.463 --> 00:36:26.364
ridiculous we should start buying these

00:36:26.445 --> 00:36:28.827
things we should start buying these things

00:36:28.947 --> 00:36:32.809
and reviewing them as pts and just be

00:36:32.829 --> 00:36:34.710
like it's some it's it's cost of goods

00:36:34.871 --> 00:36:37.891
is is the is the sixty nine dollars

00:36:38.413 --> 00:36:39.954
we'll get more off the youtube revenue

00:36:40.153 --> 00:36:41.594
that's what tony does he just buys this

00:36:41.614 --> 00:36:43.755
stuff i'll make fifteen videos no people

00:36:43.916 --> 00:36:45.297
these companies send these products to

00:36:45.317 --> 00:36:46.697
tony he doesn't buy them all the time

00:36:46.858 --> 00:36:48.719
we could get these guys to send us

00:36:48.858 --> 00:36:51.239
one oh yeah of course i thought you

00:36:51.260 --> 00:36:51.981
said buy it though

00:36:52.632 --> 00:36:54.273
Oh, I just meant for faster.

00:36:54.333 --> 00:36:57.135
I'll fire these guys an email and see

00:36:57.175 --> 00:36:58.056
if they want us to do.

00:36:58.255 --> 00:36:59.916
I'll wear it during the show and I'll

00:36:59.936 --> 00:37:00.378
patch it up.

00:37:00.438 --> 00:37:01.038
Beep, beep, beep.

00:37:01.077 --> 00:37:04.300
Beep, beep, beep.

00:37:04.360 --> 00:37:05.161
Beep, beep, beep.

00:37:07.782 --> 00:37:09.864
Now, my product suggestion for this,

00:37:10.125 --> 00:37:12.085
could you get Samuel L.

00:37:12.146 --> 00:37:16.588
Jackson to lend his voice to the prompts?

00:37:17.369 --> 00:37:18.010
Yo, mother...

00:37:20.059 --> 00:37:23.601
That's just that would be check your

00:37:23.641 --> 00:37:24.302
posture.

00:37:24.322 --> 00:37:25.161
Check your posture.

00:37:26.021 --> 00:37:27.922
Got to get these this posture off this

00:37:27.983 --> 00:37:28.822
mother loving train.

00:37:29.063 --> 00:37:30.963
All right.

00:37:30.983 --> 00:37:32.744
That's Chris Voss and Rory Sutherland.

00:37:33.405 --> 00:37:35.365
Seth Godin would go a different direction.

00:37:35.626 --> 00:37:36.226
Of course.

00:37:37.206 --> 00:37:38.586
How do you find the seventy thousand

00:37:38.606 --> 00:37:40.547
dollar patient while they're still two

00:37:40.588 --> 00:37:42.947
grand in Seth Godin would say build a

00:37:43.007 --> 00:37:44.608
movement tribe and identity groups.

00:37:44.768 --> 00:37:45.909
I feel like a lot of clinics do

00:37:45.949 --> 00:37:46.550
do this one.

00:37:48.563 --> 00:37:50.724
But some people might think this is the

00:37:50.784 --> 00:37:51.164
flip.

00:37:51.985 --> 00:37:53.606
Well, if this person's in a group class,

00:37:53.646 --> 00:37:55.086
they don't want to spend as much.

00:37:55.588 --> 00:37:56.909
I don't think that's true.

00:37:57.329 --> 00:37:58.168
Here's my proof.

00:37:58.329 --> 00:37:59.650
You might say, well,

00:37:59.670 --> 00:38:01.411
I'll just join a gym and a class

00:38:01.431 --> 00:38:04.072
because that's cheaper.

00:38:04.092 --> 00:38:06.074
But if the goal of you is to

00:38:06.134 --> 00:38:09.056
be being around people, that is of value.

00:38:09.476 --> 00:38:10.416
Here's my twist.

00:38:10.956 --> 00:38:12.277
And you've seen this in New York.

00:38:12.438 --> 00:38:13.018
You had to.

00:38:13.057 --> 00:38:14.139
You have to have seen this in New

00:38:14.159 --> 00:38:14.318
York.

00:38:15.199 --> 00:38:17.019
Do you see those idiots out there wearing

00:38:17.059 --> 00:38:18.800
spandex suits, riding bicycles?

00:38:19.021 --> 00:38:20.242
I can say they're idiots because I am

00:38:20.302 --> 00:38:21.242
one of you.

00:38:21.262 --> 00:38:22.603
I got the spandex.

00:38:23.003 --> 00:38:24.264
Everyone in Central Park that are

00:38:24.385 --> 00:38:24.905
cyclists, yeah.

00:38:25.335 --> 00:38:27.277
Those bikes are not, they're not cheap,

00:38:27.317 --> 00:38:27.757
my friends.

00:38:28.036 --> 00:38:28.737
Some of them are.

00:38:28.777 --> 00:38:30.436
Very expensive, very expensive.

00:38:30.938 --> 00:38:31.697
Guys, those aren't cheap.

00:38:32.157 --> 00:38:34.018
And some people do ride alone.

00:38:35.018 --> 00:38:36.159
Some people ride in groups.

00:38:36.418 --> 00:38:38.380
A lot of people will ride both, right?

00:38:38.420 --> 00:38:39.699
Tuesdays and Thursdays I ride by myself.

00:38:39.900 --> 00:38:41.260
Saturday, that's my day.

00:38:41.420 --> 00:38:41.960
I get out there.

00:38:42.181 --> 00:38:43.400
I ride across the George Washington

00:38:43.440 --> 00:38:43.701
Bridge.

00:38:43.940 --> 00:38:45.420
I find another bunch of other nut jobs

00:38:45.501 --> 00:38:47.322
who also have spandex and we ride

00:38:47.362 --> 00:38:47.762
together.

00:38:48.342 --> 00:38:49.702
We pretend we're in the Tour de France.

00:38:49.963 --> 00:38:50.302
We're not.

00:38:51.043 --> 00:38:52.523
So Seth Godin would say build movement

00:38:52.563 --> 00:38:54.224
tribes around identity groups.

00:38:55.168 --> 00:38:56.568
This is sort of the opposite of what

00:38:57.088 --> 00:38:57.929
Dave provides.

00:38:58.110 --> 00:38:59.891
I still think you could...

00:39:01.972 --> 00:39:02.753
You could still...

00:39:02.813 --> 00:39:05.034
If you had three or four high-value

00:39:05.054 --> 00:39:07.135
clients at Concierge Pain Relief in New

00:39:07.155 --> 00:39:08.476
York City, you could be like,

00:39:09.056 --> 00:39:09.876
I'm trying something new.

00:39:10.398 --> 00:39:12.539
We're going to do a group workout just

00:39:12.559 --> 00:39:13.059
for runners.

00:39:14.639 --> 00:39:15.721
You'd fit in this group.

00:39:15.760 --> 00:39:16.581
That's what you'd be saying to your

00:39:16.601 --> 00:39:16.862
patient.

00:39:16.902 --> 00:39:17.322
You'd fit.

00:39:17.621 --> 00:39:18.862
I got three other guys that are sort

00:39:18.882 --> 00:39:19.744
of like your level two.

00:39:20.043 --> 00:39:21.344
Similar speed, similar times.

00:39:22.125 --> 00:39:23.887
I'm thinking about doing one group workout

00:39:24.567 --> 00:39:25.047
every week.

00:39:25.288 --> 00:39:25.927
What are your thoughts?

00:39:26.409 --> 00:39:28.851
That is an upsell, right?

00:39:28.931 --> 00:39:30.952
We started this episode saying,

00:39:31.032 --> 00:39:32.193
if you find more people,

00:39:32.614 --> 00:39:33.675
you can bring them back more often,

00:39:33.835 --> 00:39:35.076
or you can give them something different

00:39:35.096 --> 00:39:36.217
to buy, and that is an upsell.

00:39:36.536 --> 00:39:38.117
Selling things is not a bad thing.

00:39:39.079 --> 00:39:40.960
That would be something that Seth Godin

00:39:40.981 --> 00:39:41.400
would say,

00:39:41.561 --> 00:39:45.623
build a thing around an identity that

00:39:45.643 --> 00:39:46.244
would be cool.

00:39:48.347 --> 00:39:49.088
So for us,

00:39:49.288 --> 00:39:51.469
the folks that have spent the most

00:39:51.809 --> 00:39:55.690
overtime out of pocket, it's home visits.

00:39:55.990 --> 00:39:56.630
Yes, yes.

00:39:56.650 --> 00:39:58.891
I think it's a lot more challenging.

00:39:59.411 --> 00:40:00.012
Convenience.

00:40:00.452 --> 00:40:02.773
I think it's a lot more challenging for

00:40:02.913 --> 00:40:03.552
a brick and mortar.

00:40:03.592 --> 00:40:04.452
And I would be curious,

00:40:04.512 --> 00:40:06.034
anyone else watching or listening,

00:40:06.094 --> 00:40:09.875
any of the cash practices out there,

00:40:10.094 --> 00:40:14.476
maybe it's tens of thousands or maybe it's

00:40:15.976 --> 00:40:16.398
five, ten,

00:40:16.438 --> 00:40:17.257
twenty grand over

00:40:18.409 --> 00:40:19.972
two or three years or something going to

00:40:19.992 --> 00:40:20.793
your brick and mortar office,

00:40:20.833 --> 00:40:22.393
if they like keep buying packages and

00:40:22.434 --> 00:40:24.235
renewing it and you have premium rates and

00:40:24.255 --> 00:40:24.936
all that type of stuff.

00:40:25.998 --> 00:40:28.240
Um, like, you know,

00:40:28.260 --> 00:40:29.481
what was that comment just now that I

00:40:29.501 --> 00:40:30.884
know it wasn't not Michael Gorman,

00:40:30.923 --> 00:40:32.746
but the, but I move, yeah.

00:40:32.806 --> 00:40:35.389
Craig, Craig Lee has a, has a, uh,

00:40:36.293 --> 00:40:38.114
a franchise through iMove,

00:40:38.556 --> 00:40:39.856
through Michael Gorman's iMove PT.

00:40:40.416 --> 00:40:41.378
So like, I would be curious,

00:40:41.418 --> 00:40:42.778
like with Craig or Michael,

00:40:42.818 --> 00:40:45.019
like I know for sure,

00:40:45.280 --> 00:40:46.621
Michael has the brick and mortar.

00:40:46.641 --> 00:40:47.882
Maybe I think maybe Craig is a hundred

00:40:47.902 --> 00:40:48.461
percent mobile,

00:40:48.501 --> 00:40:50.324
but anyone that has a brick and mortar

00:40:50.384 --> 00:40:52.445
office, I'd be curious anonymously.

00:40:52.505 --> 00:40:54.786
Like what is not, not, not,

00:40:54.907 --> 00:40:56.148
not that it's a contest, but like,

00:40:56.168 --> 00:40:56.628
what's the,

00:40:57.228 --> 00:40:58.710
what's the highest out of pocket,

00:40:58.889 --> 00:41:00.150
the lifetime value of,

00:41:00.911 --> 00:41:02.532
Your highest paying client out of pocket

00:41:02.572 --> 00:41:03.813
who has come to a brick and mortar

00:41:03.853 --> 00:41:04.172
office.

00:41:04.672 --> 00:41:06.153
I'd be curious what that number is.

00:41:06.235 --> 00:41:07.275
Again, it's not that big of a deal.

00:41:07.295 --> 00:41:08.615
We're going to treat everyone the same.

00:41:09.016 --> 00:41:11.838
We're just talking about some of the

00:41:11.858 --> 00:41:14.019
business mechanics around delivering your

00:41:14.059 --> 00:41:19.702
service to probably your ideal customer.

00:41:20.943 --> 00:41:22.184
I said this to a friend who had

00:41:22.204 --> 00:41:23.826
a clinic in a small town and I

00:41:23.865 --> 00:41:24.806
said, do a run club.

00:41:25.347 --> 00:41:26.286
He's like, it's a lot of effort.

00:41:26.427 --> 00:41:27.047
And I go, is it?

00:41:28.648 --> 00:41:29.829
Get somebody on your staff who likes to

00:41:29.869 --> 00:41:30.570
run and be like,

00:41:30.690 --> 00:41:32.791
part of your job two hours a week

00:41:33.713 --> 00:41:35.014
is to go stand in a parking lot

00:41:35.233 --> 00:41:36.335
at the head of a run trail.

00:41:37.416 --> 00:41:38.657
And no one's going to show up the

00:41:38.697 --> 00:41:40.719
first week or one random person is going

00:41:40.739 --> 00:41:42.500
to show up the first week.

00:41:42.579 --> 00:41:43.661
And this is you have to hit the

00:41:43.681 --> 00:41:44.601
tennis ball back over there.

00:41:45.001 --> 00:41:47.284
I am we people like us is what

00:41:47.304 --> 00:41:47.864
Seth Godin would say.

00:41:47.925 --> 00:41:50.007
People like us do things like this.

00:41:50.367 --> 00:41:52.648
We show up every single week.

00:41:53.208 --> 00:41:54.449
I did this with Leukemia and Lymphoma

00:41:54.469 --> 00:41:55.331
Society team and training.

00:41:55.371 --> 00:41:56.731
I was a participant for years.

00:41:56.771 --> 00:41:57.512
Then I became a coach.

00:41:58.134 --> 00:42:00.456
And people who wanted to be runners but

00:42:00.518 --> 00:42:01.418
weren't runners are like,

00:42:01.498 --> 00:42:03.302
we show up at what time on Saturdays?

00:42:03.702 --> 00:42:04.563
We're like, six a.m.

00:42:05.144 --> 00:42:05.666
And they're like,

00:42:06.027 --> 00:42:07.389
I might come fifty percent of the time.

00:42:09.010 --> 00:42:11.152
Couple weeks in, they're there every week.

00:42:11.353 --> 00:42:13.074
Why?

00:42:13.094 --> 00:42:13.514
Status.

00:42:14.333 --> 00:42:15.235
Hey, man, where were you, bro?

00:42:15.394 --> 00:42:15.914
We missed you.

00:42:15.934 --> 00:42:16.615
You don't want that.

00:42:17.016 --> 00:42:17.757
So at five thirty,

00:42:17.777 --> 00:42:18.617
you open your eyes and you go,

00:42:18.777 --> 00:42:20.137
I don't want to take the social shaming

00:42:20.217 --> 00:42:21.958
and I still want to be this thing

00:42:22.699 --> 00:42:23.360
I want to be.

00:42:23.539 --> 00:42:25.121
I either am or I'm not.

00:42:25.320 --> 00:42:26.802
The thing with runners or cyclists or

00:42:26.822 --> 00:42:28.983
anything is you are that like I could

00:42:29.003 --> 00:42:29.804
say I'm a triathlete,

00:42:29.824 --> 00:42:30.864
but Jimmy hasn't done a race in a

00:42:30.905 --> 00:42:32.326
couple of years because life.

00:42:33.467 --> 00:42:34.907
So that starts gnawing at me.

00:42:35.927 --> 00:42:37.809
like am i still a triathlete i did

00:42:37.889 --> 00:42:39.010
one years ago i don't know if i

00:42:39.030 --> 00:42:42.052
can say that but if you like every

00:42:42.112 --> 00:42:43.213
saturday we show up we do a group

00:42:43.253 --> 00:42:45.596
workout like that seems lower stakes i

00:42:45.655 --> 00:42:48.619
value that where is that so that's how

00:42:48.679 --> 00:42:51.061
seth godin would approach turning the ten

00:42:51.081 --> 00:42:52.481
thousand dollar patient into a seventy

00:42:52.501 --> 00:42:55.364
thousand dollar patient this is this is a

00:42:55.403 --> 00:42:57.085
hundred real quick this is about tribes

00:42:57.106 --> 00:42:58.947
it's a hundred percent possible i just

00:42:58.967 --> 00:43:01.510
sent you on facebook a dm on facebook

00:43:02.807 --> 00:43:04.230
don't i don't know if it'll load but

00:43:04.389 --> 00:43:07.393
if you wanted to share it um this

00:43:08.393 --> 00:43:10.795
group training place here in brooklyn

00:43:11.356 --> 00:43:14.780
called badass academy they are they are

00:43:14.920 --> 00:43:19.826
shoulder to shoulder packed in and guess

00:43:19.865 --> 00:43:25.210
where this originally started in a in

00:43:25.251 --> 00:43:25.871
someone's house

00:43:28.112 --> 00:43:29.494
Think of, think of,

00:43:29.773 --> 00:43:30.715
think of where it would.

00:43:31.255 --> 00:43:32.416
So it was outside.

00:43:32.536 --> 00:43:33.237
I won't, I won't,

00:43:33.338 --> 00:43:34.420
I won't string you along.

00:43:34.980 --> 00:43:35.260
It was,

00:43:35.481 --> 00:43:37.764
it started for free outside in a park

00:43:38.184 --> 00:43:38.625
years ago.

00:43:39.855 --> 00:43:41.617
Because you said start a run club and

00:43:41.657 --> 00:43:42.777
maybe no one shows up, right?

00:43:43.298 --> 00:43:45.800
So it's like they started building a

00:43:45.860 --> 00:43:47.202
tribe, a community of following.

00:43:47.842 --> 00:43:49.425
It was free outside in a park.

00:43:50.126 --> 00:43:50.646
Now,

00:43:50.945 --> 00:43:54.469
there's basically no space to do anything.

00:43:54.989 --> 00:43:56.552
There are so many... And by the way,

00:43:57.652 --> 00:43:59.454
it was not this busy before COVID.

00:43:59.635 --> 00:44:00.576
They've been around for...

00:44:01.356 --> 00:44:02.978
i don't know at least ten years maybe

00:44:03.018 --> 00:44:05.139
fifteen years or something total since

00:44:05.159 --> 00:44:07.360
they were doing outdoor workouts in a park

00:44:07.599 --> 00:44:09.541
it got busy after kobe because you took

00:44:09.601 --> 00:44:11.802
away the the camaraderie and then when it

00:44:11.822 --> 00:44:13.302
came back you were like i need it

00:44:13.342 --> 00:44:15.724
gimme gimme gimme go in person yes it

00:44:15.764 --> 00:44:19.206
was it was never this busy before covid

00:44:19.485 --> 00:44:21.666
and the guy i was look at the

00:44:21.706 --> 00:44:24.889
guy in the background in the background

00:44:24.909 --> 00:44:26.030
when i say now watch him running up

00:44:26.070 --> 00:44:26.429
the stairs

00:44:28.291 --> 00:44:31.173
go see like running up the stairs like

00:44:31.213 --> 00:44:32.996
he's like just doing stair laps i love

00:44:33.036 --> 00:44:34.797
that like they're taking every square inch

00:44:34.817 --> 00:44:36.119
of this like you stand over there around

00:44:36.139 --> 00:44:38.721
the treadmill you do burpees this guy is

00:44:38.780 --> 00:44:40.242
running stairs i don't know if he's

00:44:40.422 --> 00:44:41.884
leaving if he's just late for work or

00:44:41.983 --> 00:44:44.206
oh no oh no oh no there's there's

00:44:44.246 --> 00:44:45.407
spreading up the steps as part of the

00:44:45.427 --> 00:44:48.391
workouts yes there he goes yes there's two

00:44:48.431 --> 00:44:49.612
people there were two or three people on

00:44:49.632 --> 00:44:51.934
the stairs i love that that's fantastic

00:44:52.353 --> 00:44:52.574
yes

00:44:53.802 --> 00:44:54.043
Yes.

00:44:54.382 --> 00:44:56.003
Do you go to a bar because there's

00:44:56.023 --> 00:44:58.284
a lot of room to spread out?

00:44:58.623 --> 00:45:00.264
Or do you go because there's vibe and

00:45:00.284 --> 00:45:00.784
it's busy?

00:45:01.083 --> 00:45:02.625
Would you like an empty bar that you

00:45:02.644 --> 00:45:03.844
could throw a hand grenade and not hit

00:45:03.885 --> 00:45:04.885
anybody in?

00:45:04.905 --> 00:45:05.965
That's not a bar you'd want to go

00:45:06.005 --> 00:45:06.184
to.

00:45:06.204 --> 00:45:07.445
You don't want to go to a bar

00:45:07.985 --> 00:45:10.945
that's full enough until it hits some sort

00:45:10.965 --> 00:45:11.606
of limit where you're like,

00:45:11.626 --> 00:45:12.146
this place sucks.

00:45:12.166 --> 00:45:12.606
It's packed.

00:45:13.007 --> 00:45:13.286
Right?

00:45:13.367 --> 00:45:14.007
Isn't that funny?

00:45:14.126 --> 00:45:15.146
It's like empty is no good.

00:45:15.367 --> 00:45:16.166
Packed is no good.

00:45:16.246 --> 00:45:17.047
There's a sweet spot.

00:45:17.106 --> 00:45:18.608
Yogi Berra said no one goes anywhere.

00:45:18.907 --> 00:45:19.748
No one goes there anymore.

00:45:20.168 --> 00:45:20.588
It's too full.

00:45:22.193 --> 00:45:23.614
doesn't make any sense which is why it's

00:45:23.653 --> 00:45:26.974
funny badass academy i mean that that's

00:45:27.114 --> 00:45:31.436
that gets a follow follow immediately yeah

00:45:31.456 --> 00:45:32.757
so i used to here's the thing i'm

00:45:33.197 --> 00:45:36.079
i'm not their ideal avatar though here

00:45:36.159 --> 00:45:38.360
here's the interesting thing so i love i

00:45:38.400 --> 00:45:40.221
love the i love the owners i i

00:45:40.280 --> 00:45:42.121
used to work out there but i have

00:45:42.161 --> 00:45:44.503
a home gym yeah i i would only

00:45:44.563 --> 00:45:44.782
go

00:45:45.818 --> 00:45:48.380
To the owner's private workout at seven

00:45:48.480 --> 00:45:48.579
a.m.

00:45:48.619 --> 00:45:49.360
on Sunday mornings.

00:45:49.480 --> 00:45:51.681
And guess how many people were in the

00:45:52.440 --> 00:45:54.101
workout?

00:45:54.141 --> 00:45:54.782
Five to eight.

00:45:54.862 --> 00:45:55.862
Wait, wait, wait.

00:45:55.902 --> 00:45:57.822
How much did that cost compared to a

00:45:57.902 --> 00:45:59.364
regular person membership with thirty

00:45:59.384 --> 00:46:01.304
eight people in a class?

00:46:01.505 --> 00:46:04.905
This was actually free.

00:46:05.186 --> 00:46:06.766
Wait, wait, wait, wait, wait, wait.

00:46:07.045 --> 00:46:08.007
It was free.

00:46:08.347 --> 00:46:09.146
And that's cool.

00:46:09.246 --> 00:46:10.307
So they might have just been doing this

00:46:10.327 --> 00:46:11.347
because they like they probably just

00:46:11.447 --> 00:46:11.987
didn't like you.

00:46:12.307 --> 00:46:13.469
But you don't think that was rapport

00:46:13.489 --> 00:46:14.068
building as well?

00:46:16.239 --> 00:46:16.639
Yeah, of course.

00:46:16.659 --> 00:46:16.820
I mean,

00:46:17.179 --> 00:46:19.041
I've been sending people to the gym for

00:46:19.081 --> 00:46:19.400
years.

00:46:19.940 --> 00:46:22.041
I'll tag them on Facebook.

00:46:22.101 --> 00:46:23.282
They didn't need to send you a Starbucks

00:46:23.322 --> 00:46:23.722
gift card.

00:46:23.742 --> 00:46:24.242
They were just like, Dave,

00:46:24.262 --> 00:46:25.123
why don't you come and work out for

00:46:25.143 --> 00:46:25.182
me?

00:46:25.222 --> 00:46:25.543
You're cool.

00:46:25.842 --> 00:46:26.483
Come in the circle.

00:46:27.083 --> 00:46:28.503
That's it.

00:46:28.844 --> 00:46:30.005
That's marketing.

00:46:30.364 --> 00:46:31.625
That is marketing.

00:46:31.724 --> 00:46:33.606
That's marketing.

00:46:33.646 --> 00:46:34.146
That's it.

00:46:35.726 --> 00:46:37.106
Like marketing in the radio station.

00:46:37.827 --> 00:46:39.166
I was in Northeast Pennsylvania for,

00:46:39.188 --> 00:46:40.327
I don't know, ten years or whatever.

00:46:41.795 --> 00:46:43.556
So I'd been around long enough to meet

00:46:43.735 --> 00:46:46.137
random people and people have my number.

00:46:46.737 --> 00:46:48.418
And they like when someone would email me

00:46:48.438 --> 00:46:49.219
and be like, hey, man,

00:46:49.420 --> 00:46:51.240
my kids Boy Scout troop needs to do

00:46:51.280 --> 00:46:51.621
a thing.

00:46:52.081 --> 00:46:53.202
Can we bring them to the radio station?

00:46:53.302 --> 00:46:54.182
And I was like, absolutely.

00:46:54.262 --> 00:46:57.103
And they walked in and I would slap

00:46:57.123 --> 00:46:58.985
them across the face with as much cool

00:46:59.025 --> 00:46:59.445
as I could.

00:46:59.826 --> 00:47:01.487
Their name would be on the thing behind

00:47:01.527 --> 00:47:02.447
the front desk lady.

00:47:02.668 --> 00:47:04.128
Welcome, Troop twenty seven.

00:47:04.789 --> 00:47:06.949
And Steve, Steve, the troop leader.

00:47:06.989 --> 00:47:08.130
And he was like, oh, damn.

00:47:09.277 --> 00:47:10.978
Do you think Steve spoke lovingly about

00:47:11.478 --> 00:47:12.159
the radio station?

00:47:12.539 --> 00:47:13.259
It cost me like,

00:47:14.059 --> 00:47:15.458
seventeen seconds worth of time.

00:47:15.778 --> 00:47:16.739
And when they walked in,

00:47:17.159 --> 00:47:18.019
I had the whole routine.

00:47:18.039 --> 00:47:19.559
We did tours with kids all the time.

00:47:19.940 --> 00:47:20.780
I had the whole routine.

00:47:21.119 --> 00:47:21.239
Hey,

00:47:21.260 --> 00:47:23.460
we're gonna go on the radio as a

00:47:23.521 --> 00:47:23.760
group,

00:47:23.780 --> 00:47:24.920
then we're gonna go in the production

00:47:24.940 --> 00:47:25.061
studio,

00:47:25.081 --> 00:47:26.161
and we're gonna make your voice sound

00:47:26.201 --> 00:47:26.440
funny.

00:47:26.561 --> 00:47:27.722
You wanna make eleven year olds think

00:47:27.742 --> 00:47:28.161
you're cool?

00:47:28.422 --> 00:47:30.242
Make them sound like they're on helium,

00:47:30.661 --> 00:47:31.481
or a monster,

00:47:31.702 --> 00:47:32.981
just with a couple of dials on a

00:47:33.023 --> 00:47:33.443
microphone.

00:47:33.742 --> 00:47:35.063
But understand, that's marketing.

00:47:35.764 --> 00:47:36.666
None of that was on the air.

00:47:36.746 --> 00:47:37.766
We didn't record back then.

00:47:37.786 --> 00:47:39.106
We didn't really put it on social.

00:47:39.146 --> 00:47:39.887
We'd be doing that now,

00:47:40.648 --> 00:47:41.528
but that was marketing.

00:47:41.849 --> 00:47:43.030
Badass Academy.

00:47:43.369 --> 00:47:44.891
Is this one location or more than one?

00:47:46.231 --> 00:47:47.373
I think they had one in Queens.

00:47:47.413 --> 00:47:48.034
So this is Brooklyn,

00:47:48.054 --> 00:47:49.414
but I think they had one in Queens

00:47:49.494 --> 00:47:52.257
and it was maybe like a testing ground

00:47:52.317 --> 00:47:53.157
for a year or two.

00:47:53.197 --> 00:47:54.077
And then I guess they closed.

00:47:54.097 --> 00:47:54.737
I don't know if it was like a

00:47:54.797 --> 00:47:56.119
pop-up temporarily or something,

00:47:56.159 --> 00:47:59.402
but I like it.

00:47:59.621 --> 00:48:00.503
One main location.

00:48:00.663 --> 00:48:00.842
It's,

00:48:02.193 --> 00:48:04.034
There's also a second floor with like,

00:48:04.474 --> 00:48:05.594
I think it's kind of like personal

00:48:05.635 --> 00:48:06.735
training area.

00:48:06.775 --> 00:48:07.516
And then also like,

00:48:07.536 --> 00:48:09.056
I don't know if you want to,

00:48:09.155 --> 00:48:10.135
if you go out, I mean,

00:48:10.155 --> 00:48:10.657
it's not a big deal,

00:48:10.677 --> 00:48:12.697
but they have like the cycling classes

00:48:12.737 --> 00:48:15.478
upstairs and those are equally as intense.

00:48:15.557 --> 00:48:17.878
If you, if you see like hardwood floor,

00:48:18.619 --> 00:48:19.438
no, not, not that,

00:48:19.478 --> 00:48:21.099
not that that's downstairs.

00:48:23.340 --> 00:48:26.981
Like, like if you keep scrolling and keep,

00:48:27.061 --> 00:48:28.621
I love everything about even just looking

00:48:28.641 --> 00:48:29.681
at their page, like right there,

00:48:29.702 --> 00:48:30.101
right there on the,

00:48:30.141 --> 00:48:30.862
on the right side with the,

00:48:30.922 --> 00:48:31.583
on the right side.

00:48:32.884 --> 00:48:34.204
Right there, that's upstairs.

00:48:34.465 --> 00:48:38.047
And these classes are intense too.

00:48:38.146 --> 00:48:39.387
And every instructor,

00:48:40.268 --> 00:48:41.289
they blast the music.

00:48:41.369 --> 00:48:45.092
The music is level eleven out of ten.

00:48:45.731 --> 00:48:48.333
And there's kind of like the group class,

00:48:48.534 --> 00:48:49.295
personal training area.

00:48:50.074 --> 00:48:52.336
And all they're doing is the instructors

00:48:52.376 --> 00:48:53.619
are yelling over the music.

00:48:53.639 --> 00:48:56.340
That's eleven out of ten.

00:48:56.942 --> 00:48:59.164
If you want to be this person like

00:48:59.204 --> 00:49:00.485
Badass Academy gets it.

00:49:00.885 --> 00:49:02.786
Just show me the people in progress.

00:49:03.248 --> 00:49:05.889
But those are the people doing people

00:49:05.909 --> 00:49:06.751
don't want to go to the gym.

00:49:06.771 --> 00:49:08.112
They want to have gone to the gym.

00:49:08.652 --> 00:49:08.813
Right.

00:49:08.833 --> 00:49:09.853
But we understand we got to go to

00:49:09.873 --> 00:49:11.556
the gym to earn the have gone to

00:49:11.596 --> 00:49:11.876
the gym.

00:49:12.648 --> 00:49:12.907
I mean,

00:49:13.088 --> 00:49:16.269
my friend Megan Brown has a Pilates clinic

00:49:16.530 --> 00:49:19.070
in Alexandria, Virginia.

00:49:19.130 --> 00:49:21.012
So like not the easiest zip code to

00:49:21.532 --> 00:49:23.172
have a business like anything and stay

00:49:23.193 --> 00:49:23.413
afloat.

00:49:24.172 --> 00:49:24.873
Brilliant though.

00:49:25.012 --> 00:49:26.393
She would, she, I mean,

00:49:26.414 --> 00:49:28.175
she also has a personality sort of like

00:49:28.235 --> 00:49:29.695
mine and yours, which is like,

00:49:29.715 --> 00:49:30.456
I'm just going to be friends with

00:49:30.476 --> 00:49:30.876
everybody.

00:49:31.076 --> 00:49:31.356
So like,

00:49:31.436 --> 00:49:33.757
she'd be like Pilates at ten and then

00:49:34.717 --> 00:49:38.179
biscuits and mimosas at eleven right

00:49:38.199 --> 00:49:38.898
across the street.

00:49:39.239 --> 00:49:40.420
And what do you think the biscuits and

00:49:40.440 --> 00:49:41.960
mimosa place across the street would say?

00:49:42.420 --> 00:49:42.940
about her.

00:49:43.760 --> 00:49:45.422
You understand who's who in the zoo, man.

00:49:46.422 --> 00:49:47.561
Badass Academy gets it.

00:49:48.021 --> 00:49:49.121
Even without clicking on any of their

00:49:49.161 --> 00:49:50.302
content and opening,

00:49:50.362 --> 00:49:51.682
playing the video or opening it,

00:49:52.023 --> 00:49:54.882
it just all looks... Rubber floors,

00:49:55.724 --> 00:49:56.623
exposed brick,

00:49:57.483 --> 00:49:59.864
people during the ergo ski workout and the

00:49:59.903 --> 00:50:01.525
bikes and the... Oh, got it.

00:50:01.545 --> 00:50:02.204
People like us.

00:50:02.284 --> 00:50:02.824
This is... Yes.

00:50:02.885 --> 00:50:04.065
Seth Godin would get... Got it.

00:50:04.545 --> 00:50:05.965
People like us do things like this.

00:50:06.065 --> 00:50:06.846
And they figured that out.

00:50:08.507 --> 00:50:10.168
Chris Doe is the last person.

00:50:10.327 --> 00:50:11.708
Oh no, Gary Vee.

00:50:11.969 --> 00:50:12.829
What do you think Gary Vee would do?

00:50:12.849 --> 00:50:14.231
What do you think Gary Vee would say?

00:50:14.711 --> 00:50:15.731
If you want to turn a ten thousand

00:50:15.751 --> 00:50:16.773
dollar client into a seventy thousand

00:50:16.793 --> 00:50:17.313
dollar client.

00:50:19.655 --> 00:50:21.016
What does Gary Vee think?

00:50:21.036 --> 00:50:21.416
Video?

00:50:21.436 --> 00:50:21.856
I don't know.

00:50:22.197 --> 00:50:23.117
Make them a star.

00:50:23.898 --> 00:50:24.719
You want a client?

00:50:24.960 --> 00:50:27.141
Make the client the star.

00:50:27.161 --> 00:50:28.882
That's what I try to explain to APTA

00:50:29.722 --> 00:50:32.085
academies and chapters and sections and

00:50:32.105 --> 00:50:32.726
now businesses.

00:50:34.226 --> 00:50:35.668
I was talking to a business owner last

00:50:35.708 --> 00:50:35.867
night.

00:50:35.987 --> 00:50:36.648
I won't say who it was.

00:50:37.938 --> 00:50:38.759
And he was like,

00:50:39.179 --> 00:50:41.101
we're sort of stuck because we have two

00:50:41.141 --> 00:50:42.862
people on staff doing our social media.

00:50:42.902 --> 00:50:43.922
And they're great and they have energy.

00:50:44.242 --> 00:50:44.443
He said,

00:50:44.483 --> 00:50:47.224
the problem is they see a trend and

00:50:47.244 --> 00:50:49.067
they're like, ooh, we can copy this trend.

00:50:49.086 --> 00:50:49.586
So they do.

00:50:50.128 --> 00:50:51.989
So that gets some views, but no patience.

00:50:53.429 --> 00:50:54.150
Because it's cute,

00:50:54.590 --> 00:50:55.871
but it doesn't lead me anywhere.

00:50:56.092 --> 00:50:56.813
So if you track it,

00:50:56.853 --> 00:50:57.914
which is what a good business owner would

00:50:57.934 --> 00:50:59.554
do, where does this lead me?

00:51:00.135 --> 00:51:00.815
Does this help me?

00:51:01.876 --> 00:51:03.657
Views are a beauty pageant metric.

00:51:04.498 --> 00:51:05.360
What does it lead me to?

00:51:06.695 --> 00:51:08.097
Understand, here's the understanding.

00:51:08.597 --> 00:51:09.898
If you're a business, an academy,

00:51:09.978 --> 00:51:11.918
a section, you're the stage.

00:51:12.818 --> 00:51:16.721
Put your ideal customer on it and other

00:51:16.740 --> 00:51:18.320
people who want to be like them will

00:51:18.380 --> 00:51:19.222
see it and go, oh,

00:51:19.282 --> 00:51:21.063
you're the transformation machine.

00:51:21.583 --> 00:51:22.483
That's what a clinic is.

00:51:22.923 --> 00:51:24.724
You're the booth that Superman steps into

00:51:24.985 --> 00:51:26.664
and then out that Clark Kent steps into

00:51:26.945 --> 00:51:27.766
and out comes Superman.

00:51:28.702 --> 00:51:29.583
You're the stage.

00:51:30.443 --> 00:51:33.025
When I say don't be Luke Skywalker,

00:51:33.065 --> 00:51:33.726
be Yoda.

00:51:35.146 --> 00:51:36.666
I'll put this in my new slide deck.

00:51:36.887 --> 00:51:37.788
Be the phone booth.

00:51:37.807 --> 00:51:40.949
The PT is the Yoda.

00:51:41.550 --> 00:51:43.030
The clinic is the phone booth that

00:51:43.150 --> 00:51:44.251
Superman steps into.

00:51:44.710 --> 00:51:44.911
Sorry,

00:51:45.050 --> 00:51:46.552
I keep saying Clark Kent steps into,

00:51:46.931 --> 00:51:47.893
Superman steps out of.

00:51:48.413 --> 00:51:49.333
So Gary Vee would say,

00:51:49.634 --> 00:51:51.275
shoot the heck out of everything that that

00:51:51.315 --> 00:51:52.396
great patient is doing.

00:51:52.737 --> 00:51:54.518
Pump their ego up with permission,

00:51:54.559 --> 00:51:54.900
of course.

00:51:55.219 --> 00:51:55.981
Pump them up.

00:51:56.340 --> 00:51:58.443
And then other people see that as a

00:51:58.684 --> 00:52:00.306
lot of comic book reference.

00:52:00.405 --> 00:52:01.666
They'll see that as a bat signal.

00:52:01.726 --> 00:52:01.806
Oh,

00:52:01.907 --> 00:52:04.449
this place turns people like me into

00:52:04.829 --> 00:52:05.871
people like I want to be.

00:52:05.911 --> 00:52:06.873
Why is my camera out of focus?

00:52:06.952 --> 00:52:07.172
Right.

00:52:07.492 --> 00:52:08.293
So Gary would say,

00:52:08.333 --> 00:52:09.775
turn the clinic into a content engine.

00:52:10.795 --> 00:52:11.597
How much money do you think it would

00:52:11.617 --> 00:52:12.898
cost to get Gary Vee to show up

00:52:12.938 --> 00:52:13.818
to Tony's clinic?

00:52:14.739 --> 00:52:15.480
A lot of money.

00:52:15.500 --> 00:52:16.360
It'd be great.

00:52:16.400 --> 00:52:18.322
What about Gary Vee's cousin Steve?

00:52:18.362 --> 00:52:21.563
Probably, yeah, probably, probably,

00:52:21.643 --> 00:52:23.224
probably, probably, probably, probably,

00:52:23.244 --> 00:52:26.188
probably, probably, probably, probably,

00:52:26.228 --> 00:52:29.769
probably, probably, probably, probably,

00:52:40.038 --> 00:52:41.880
One of his most viral videos is someone

00:52:42.000 --> 00:52:44.001
arguing with him a little bit about, well,

00:52:44.041 --> 00:52:46.264
how much would it cost for you to

00:52:46.304 --> 00:52:47.326
design a logo for me?

00:52:47.465 --> 00:52:48.047
And Chris was like,

00:52:48.286 --> 00:52:49.288
what's the logo supposed to do?

00:52:49.307 --> 00:52:50.668
He's like, it doesn't matter.

00:52:50.688 --> 00:52:51.469
And he's like, it does matter.

00:52:51.831 --> 00:52:52.471
The price matters.

00:52:52.871 --> 00:52:54.072
If I design a logo for a coffee

00:52:54.092 --> 00:52:55.074
shop down the street for me,

00:52:55.293 --> 00:52:56.494
the logo is going to cost X.

00:52:56.956 --> 00:52:58.757
If I design a movie poster for Paramount

00:52:58.797 --> 00:53:00.579
Pictures for the next Tom Cruise Mission

00:53:00.599 --> 00:53:01.199
Impossible movie,

00:53:01.521 --> 00:53:02.342
it's going to cost a lot more than

00:53:02.481 --> 00:53:02.501
X.

00:53:03.722 --> 00:53:05.123
Even if the time is different,

00:53:05.184 --> 00:53:06.903
even if it takes me, if I can.

00:53:06.983 --> 00:53:08.565
And so Chris has pushed the guys like,

00:53:08.605 --> 00:53:08.764
well,

00:53:08.864 --> 00:53:10.286
you're going to do this logo in fifteen

00:53:10.326 --> 00:53:11.666
minutes and you're going to charge me ten

00:53:11.686 --> 00:53:12.226
thousand dollars.

00:53:12.246 --> 00:53:12.547
And he goes,

00:53:13.567 --> 00:53:15.288
so you value time like he literally just

00:53:15.307 --> 00:53:16.467
comes back with him as a chess move.

00:53:16.768 --> 00:53:17.548
So you value time.

00:53:17.648 --> 00:53:18.128
And he's like, yeah.

00:53:18.148 --> 00:53:18.449
And he goes,

00:53:18.548 --> 00:53:19.568
then I'll take three weeks to do the

00:53:19.588 --> 00:53:19.829
logo.

00:53:20.530 --> 00:53:23.130
I'll design it for you in three weeks.

00:53:24.231 --> 00:53:25.512
Are you pissed that I'm doing this?

00:53:25.672 --> 00:53:27.331
And this is such an alignment with PT

00:53:27.371 --> 00:53:28.592
graphic design and PT.

00:53:29.092 --> 00:53:30.534
If I can get you better in three

00:53:30.853 --> 00:53:31.134
hours.

00:53:32.454 --> 00:53:34.599
I make less money if you're an

00:53:34.639 --> 00:53:35.461
insurance-based clinic.

00:53:35.481 --> 00:53:36.304
This sucks, right?

00:53:36.324 --> 00:53:37.565
Insurance people know this for years and

00:53:37.585 --> 00:53:37.907
it sucks.

00:53:37.947 --> 00:53:38.268
They're right.

00:53:38.789 --> 00:53:39.972
If I get you better in three hours

00:53:40.632 --> 00:53:41.534
and the guy down the street takes in

00:53:41.614 --> 00:53:42.818
twelve hours, they get paid more.

00:53:44.907 --> 00:53:46.108
And by the way,

00:53:46.128 --> 00:53:48.989
there are some practices now selling in

00:53:49.048 --> 00:53:51.190
not even packages,

00:53:51.610 --> 00:53:53.030
but some will call it either like a

00:53:53.130 --> 00:53:55.331
program or a protocol,

00:53:55.351 --> 00:53:57.213
but basically the transformation, right?

00:53:57.233 --> 00:53:59.034
So if I say, Jimmy, you've had this,

00:53:59.534 --> 00:53:59.893
you know,

00:54:01.235 --> 00:54:03.356
you've had this knee injury for so long,

00:54:03.396 --> 00:54:05.077
it doesn't allow you to play with your

00:54:05.097 --> 00:54:06.097
friends with ice hockey,

00:54:06.117 --> 00:54:07.617
doesn't allow you to play ice hockey.

00:54:08.179 --> 00:54:08.659
And it's,

00:54:10.266 --> 00:54:12.652
four thousand five hundred dollars and

00:54:12.672 --> 00:54:15.077
within that it's whatever it's up to i

00:54:15.197 --> 00:54:17.661
don't know fifteen or twenty four visits

00:54:17.681 --> 00:54:19.304
or whatever but if you get better in

00:54:19.326 --> 00:54:20.949
like ten visits thank him

00:54:22.041 --> 00:54:25.643
then you could bank those visits.

00:54:25.742 --> 00:54:25.882
Yeah,

00:54:25.902 --> 00:54:28.304
you could give them away or you could

00:54:28.324 --> 00:54:31.985
just not use them because the main focus

00:54:32.065 --> 00:54:32.945
of it,

00:54:32.965 --> 00:54:34.646
the main point of everything was you got

00:54:34.666 --> 00:54:37.088
back to playing men's league ice hockey,

00:54:37.608 --> 00:54:41.429
not about me trading time for dollars and

00:54:42.489 --> 00:54:43.710
tracking every single visit.

00:54:44.251 --> 00:54:45.391
I was thinking about this the other day

00:54:45.472 --> 00:54:46.992
and it sounds subtle when we split hairs,

00:54:47.032 --> 00:54:48.733
but Rory Sutherland would, I think,

00:54:48.773 --> 00:54:50.014
agree with at least me thinking about

00:54:50.054 --> 00:54:50.213
this.

00:54:50.936 --> 00:54:52.516
The difference between a program and a

00:54:52.597 --> 00:54:54.257
package.

00:54:54.338 --> 00:54:57.820
A package is exciting when it's wrapped.

00:54:58.800 --> 00:55:00.121
I mean, you've been nine and you're like,

00:55:00.181 --> 00:55:01.402
oh my God, under the tree.

00:55:01.563 --> 00:55:02.163
What is this?

00:55:02.202 --> 00:55:02.782
This could be,

00:55:03.083 --> 00:55:04.284
I asked for forty-eight things.

00:55:04.463 --> 00:55:05.605
I hope it's the thing I wanted the

00:55:05.664 --> 00:55:06.005
most.

00:55:06.686 --> 00:55:07.806
As soon as you unwrap it,

00:55:08.487 --> 00:55:09.327
and it is or it isn't,

00:55:11.248 --> 00:55:12.128
the value drops.

00:55:12.768 --> 00:55:13.730
As soon as you drive the car off

00:55:13.769 --> 00:55:15.070
the lot, the value drops.

00:55:15.150 --> 00:55:15.831
It's a package.

00:55:16.192 --> 00:55:17.291
A program's a journey.

00:55:18.572 --> 00:55:19.534
A trip to Nepal.

00:55:20.699 --> 00:55:22.300
is something you carry with you forever,

00:55:22.902 --> 00:55:27.206
but a new Bose headset is a thing.

00:55:27.786 --> 00:55:28.646
I know it seems subtle.

00:55:28.726 --> 00:55:30.228
I'd rather sell the trip to Nepal,

00:55:31.068 --> 00:55:31.710
the experience.

00:55:31.750 --> 00:55:33.931
So sell the program.

00:55:34.833 --> 00:55:36.273
That's selling more of what Chris Doe is

00:55:36.293 --> 00:55:37.315
saying, the outcome,

00:55:37.675 --> 00:55:39.416
and not the twelve visits,

00:55:39.476 --> 00:55:40.777
twelve hours worth of my time.

00:55:40.797 --> 00:55:41.097
I'm like,

00:55:42.418 --> 00:55:43.539
I still need to ask a question.

00:55:43.559 --> 00:55:44.360
What the hell does that get me?

00:55:44.721 --> 00:55:46.443
Does that get me back on the ice,

00:55:46.623 --> 00:55:47.202
halfway there?

00:55:47.943 --> 00:55:50.545
that's ambiguity and confused people don't

00:55:50.606 --> 00:55:52.307
they don't buy they don't show back up

00:55:52.487 --> 00:55:55.630
they don't continue confused people don't

00:55:56.931 --> 00:55:58.472
um so those are all the the strategies

00:55:58.512 --> 00:56:00.193
from chris voss rory sutherland seth godin

00:56:00.253 --> 00:56:02.356
gary v christo different strategies same

00:56:02.396 --> 00:56:04.978
goal in my opinion turn the transactional

00:56:05.038 --> 00:56:09.221
patient into a long-term relationship uh

00:56:09.260 --> 00:56:11.503
you're you're big though this is the last

00:56:11.583 --> 00:56:13.143
question i'll ask and this would be good

00:56:13.164 --> 00:56:15.226
for when tony does return is

00:56:16.505 --> 00:56:19.867
It's probably good to start asking certain

00:56:19.907 --> 00:56:21.769
questions that will lead to figuring out

00:56:21.789 --> 00:56:22.570
who this person is.

00:56:23.391 --> 00:56:24.974
You're big on the very first phone call.

00:56:25.114 --> 00:56:26.755
You're like,

00:56:27.635 --> 00:56:28.737
I want to say no to you or

00:56:28.777 --> 00:56:29.797
I want you to say no to me.

00:56:30.119 --> 00:56:30.838
If this isn't right,

00:56:30.900 --> 00:56:32.201
I don't want to even start the engine.

00:56:32.813 --> 00:56:33.934
We're recording these calls.

00:56:33.974 --> 00:56:35.554
We're doing game tape reviews of these

00:56:35.574 --> 00:56:35.974
calls.

00:56:36.056 --> 00:56:38.878
We're hitting a ton of questions,

00:56:38.978 --> 00:56:41.400
objection, not even objection handling,

00:56:41.940 --> 00:56:42.760
which question,

00:56:43.081 --> 00:56:45.583
objection handling at the end of the call,

00:56:45.623 --> 00:56:50.166
but it's objection prevention questions

00:56:50.206 --> 00:56:50.786
during the call.

00:56:51.126 --> 00:56:53.528
What do you mean?

00:56:53.588 --> 00:56:55.791
Let me pull it up.

00:56:55.871 --> 00:56:56.831
I won't screen share it, but...

00:56:56.851 --> 00:57:00.014
The fact that you have a list of...

00:57:01.242 --> 00:57:02.222
I would love to ask,

00:57:02.322 --> 00:57:03.744
and you can answer anonymously if you

00:57:03.764 --> 00:57:04.384
want.

00:57:04.463 --> 00:57:04.983
A lot of people,

00:57:05.023 --> 00:57:08.324
I bet you their script is, hello?

00:57:08.344 --> 00:57:09.485
That's not script.

00:57:09.664 --> 00:57:10.005
Let me just,

00:57:10.125 --> 00:57:11.664
I know we're at the end.

00:57:11.744 --> 00:57:12.804
I'll just rip through a couple of these.

00:57:13.106 --> 00:57:14.286
What happens if you wait another three

00:57:14.326 --> 00:57:14.565
months?

00:57:14.666 --> 00:57:15.465
If nothing changes,

00:57:15.505 --> 00:57:16.726
where do you see this in six months?

00:57:19.286 --> 00:57:20.827
What would you need to be different this

00:57:20.887 --> 00:57:21.266
time?

00:57:21.527 --> 00:57:22.668
So this is like if you got burned

00:57:22.688 --> 00:57:24.088
by a previous healthcare provider,

00:57:24.228 --> 00:57:25.188
a previous treatment didn't work.

00:57:25.947 --> 00:57:26.347
We would ask,

00:57:26.568 --> 00:57:27.829
what would you need to be different this

00:57:27.869 --> 00:57:29.148
time for you to feel confident?

00:57:32.748 --> 00:57:33.949
So if you went to a previous healthcare

00:57:33.969 --> 00:57:34.949
provider, back pain,

00:57:35.030 --> 00:57:36.371
and your back pain keeps coming back,

00:57:36.710 --> 00:57:38.411
Jimmy, if you're being honest,

00:57:38.913 --> 00:57:40.934
did that in-network physical therapy

00:57:41.034 --> 00:57:42.755
actually solve the problem long-term?

00:57:43.235 --> 00:57:43.896
And it's like, no,

00:57:43.916 --> 00:57:45.858
because you're calling us about your back

00:57:45.898 --> 00:57:47.318
pain.

00:57:47.739 --> 00:57:47.958
Jimmy,

00:57:47.998 --> 00:57:49.820
if you could solve this properly and not

00:57:49.840 --> 00:57:50.681
have this return,

00:57:51.061 --> 00:57:52.641
how important is that compared to just

00:57:52.722 --> 00:57:53.483
using your insurance?

00:57:53.840 --> 00:57:54.740
This is a whole episode.

00:57:54.780 --> 00:57:56.001
Like, I almost want you to just stop.

00:57:56.041 --> 00:57:56.922
Yeah, I'll stop.

00:57:56.963 --> 00:57:57.262
I'll stop.

00:57:57.342 --> 00:57:58.344
I have I have a I have a

00:57:58.364 --> 00:57:58.824
big list now.

00:57:59.063 --> 00:58:01.246
These are and they're spousal questions

00:58:01.266 --> 00:58:01.445
there.

00:58:01.706 --> 00:58:02.327
Hey, Jimmy, like, like,

00:58:03.148 --> 00:58:04.349
do you is are you the only one

00:58:04.369 --> 00:58:05.570
making this decision or would it be

00:58:05.590 --> 00:58:05.869
someone else?

00:58:05.909 --> 00:58:07.692
Because later, if we say, hey,

00:58:07.911 --> 00:58:10.134
it's a transformation package that's four

00:58:10.153 --> 00:58:10.954
or five thousand dollars,

00:58:10.994 --> 00:58:11.675
then you're like, well,

00:58:11.735 --> 00:58:12.715
I got to go speak to my spouse

00:58:12.735 --> 00:58:12.996
about it.

00:58:13.175 --> 00:58:14.577
We already hit it.

00:58:14.958 --> 00:58:15.617
That's smart.

00:58:15.858 --> 00:58:18.380
You're you're diffusing the landline

00:58:18.420 --> 00:58:19.802
before you even walk towards the landline.

00:58:20.458 --> 00:58:21.418
This would be a whole episode.

00:58:21.699 --> 00:58:21.918
Okay,

00:58:22.018 --> 00:58:23.559
so what would be the prompt for the

00:58:23.599 --> 00:58:24.019
episode?

00:58:24.059 --> 00:58:25.400
Like the ten,

00:58:25.500 --> 00:58:26.681
we've got to keep it limited, right?

00:58:26.721 --> 00:58:28.101
How many questions are on that list,

00:58:28.141 --> 00:58:28.561
ballpark?

00:58:31.143 --> 00:58:31.682
Ten?

00:58:31.702 --> 00:58:32.483
No, there's more than ten.

00:58:32.664 --> 00:58:35.565
Our calls, when we speak, it's a question.

00:58:37.164 --> 00:58:38.304
Like it's a decision tree?

00:58:38.324 --> 00:58:39.365
It's like if they answer this,

00:58:39.465 --> 00:58:40.585
go that way?

00:58:40.626 --> 00:58:41.626
It's a decision tree,

00:58:41.806 --> 00:58:44.387
and it's not us describing,

00:58:44.766 --> 00:58:45.626
we're going to do this.

00:58:45.706 --> 00:58:46.746
We're going to do this technique.

00:58:46.786 --> 00:58:47.507
You might need this.

00:58:47.547 --> 00:58:48.807
That's about you.

00:58:48.907 --> 00:58:50.047
You want it to be me,

00:58:50.088 --> 00:58:50.789
the person calling.

00:58:50.829 --> 00:58:51.009
Right.

00:58:51.449 --> 00:58:53.048
So let's – we'll figure out the prompt,

00:58:53.088 --> 00:58:56.489
but it'll be like if these ten questions

00:58:56.489 --> 00:58:57.090
–

00:58:56.710 --> 00:58:58.110
I'll bring ten, you bring ten,

00:58:58.150 --> 00:58:59.030
Tony brings ten,

00:58:59.090 --> 00:59:00.472
and then we'll shake them out and we'll

00:59:00.492 --> 00:59:02.012
talk about why we do it and what

00:59:02.052 --> 00:59:02.291
it leads.

00:59:02.391 --> 00:59:03.833
Because just having a question on there is

00:59:03.913 --> 00:59:05.153
nice, but what does it lead to?

00:59:05.233 --> 00:59:05.454
Great.

00:59:05.474 --> 00:59:06.173
When they answer this,

00:59:06.193 --> 00:59:07.675
it's like just prescribing an exercise is

00:59:07.715 --> 00:59:07.914
nice.

00:59:07.954 --> 00:59:08.135
Great.

00:59:08.175 --> 00:59:09.195
What is the purpose of that?

00:59:09.494 --> 00:59:10.795
What is the purpose of asking that

00:59:10.815 --> 00:59:13.677
question in that way at that time?

00:59:13.717 --> 00:59:14.757
The order of the questions,

00:59:15.358 --> 00:59:16.117
very important.

00:59:16.597 --> 00:59:18.039
Would you like to go out for dinner

00:59:18.358 --> 00:59:19.298
or would you like to marry me?

00:59:19.519 --> 00:59:20.400
If you reverse the order,

00:59:20.739 --> 00:59:22.481
you have a red flag, not a date.

00:59:23.362 --> 00:59:24.809
The order of the questions, my friends,

00:59:24.929 --> 00:59:25.411
is very important.

00:59:25.431 --> 00:59:26.215
All right, we'll do that next time.

00:59:26.456 --> 00:59:26.918
Parting shot.

00:59:26.958 --> 00:59:27.521
Dave, what do you got?

00:59:28.880 --> 00:59:30.521
Oh, man.

00:59:30.601 --> 00:59:32.400
I almost clicked out of the stream yard

00:59:32.420 --> 00:59:32.721
just now.

00:59:32.740 --> 00:59:33.481
I was closing tabs.

00:59:33.521 --> 00:59:34.001
I almost clicked.

00:59:34.021 --> 00:59:35.581
Before we get to parting shot,

00:59:35.641 --> 00:59:38.182
this might be the best sponsor we have.

00:59:38.362 --> 00:59:39.963
The visual, I think you're going to agree.

00:59:40.623 --> 00:59:42.605
Let's hear it for TheraBand Cannon,

00:59:42.664 --> 00:59:44.545
resistance training from across the room.

00:59:44.585 --> 00:59:46.885
Today's show is sponsored by the TheraBand

00:59:46.925 --> 00:59:47.306
Cannon,

00:59:47.347 --> 00:59:49.067
the fastest way to distribute resistance

00:59:49.086 --> 00:59:50.708
bands in modern rehab.

00:59:50.927 --> 00:59:52.907
Just load the chamber, pull the lever,

00:59:53.248 --> 00:59:55.668
and launch therapeutic resistance directly

00:59:55.909 --> 00:59:56.849
at your patients.

00:59:57.269 --> 00:59:59.612
great so you know you know how they're

00:59:59.692 --> 01:00:02.255
there there was there's athlete there's

01:00:02.295 --> 01:00:03.715
people that get hurt and and it's not

01:00:03.735 --> 01:00:06.657
even not a not funny people have serious

01:00:06.719 --> 01:00:08.260
eye injuries when their bands rip and

01:00:08.280 --> 01:00:12.043
break that's why we also hit them comes

01:00:12.063 --> 01:00:12.543
with goggles

01:00:13.858 --> 01:00:14.318
Okay, good.

01:00:14.398 --> 01:00:14.918
I was going to say,

01:00:14.958 --> 01:00:17.201
because now with the TheraBand Canon,

01:00:17.601 --> 01:00:19.362
now actually we're going to know when it's

01:00:19.382 --> 01:00:20.402
going to hit us in the face as

01:00:20.483 --> 01:00:21.503
opposed to being surprised.

01:00:21.804 --> 01:00:23.144
This should not be a surprise.

01:00:23.184 --> 01:00:24.085
It's coming out of the Canon.

01:00:24.405 --> 01:00:25.365
This is great for group classes,

01:00:25.405 --> 01:00:25.987
crowded clinics,

01:00:26.047 --> 01:00:27.688
or when the band rack is just too

01:00:27.708 --> 01:00:28.347
far away.

01:00:28.367 --> 01:00:31.150
Just get the Canon with adjustable tension

01:00:31.170 --> 01:00:33.231
settings from beginner beige to, oh no,

01:00:33.271 --> 01:00:33.652
blue.

01:00:33.771 --> 01:00:34.753
The TheraBand Canon,

01:00:34.773 --> 01:00:36.673
because walking across the clinic is

01:00:36.793 --> 01:00:38.034
wasted revenue.

01:00:38.094 --> 01:00:39.135
Think about it like that.

01:00:39.195 --> 01:00:41.117
If you could just shoot the TheraBand at

01:00:41.137 --> 01:00:42.077
them, that's way better.

01:00:42.788 --> 01:00:44.648
Best use case would be you catch your

01:00:44.668 --> 01:00:47.130
clients on their phone instead of doing

01:00:47.170 --> 01:00:47.952
their program.

01:00:48.371 --> 01:00:50.273
And that gets their attention,

01:00:50.333 --> 01:00:52.894
get them back doing their drills and their

01:00:52.934 --> 01:00:54.235
exercises, whatever they need to do.

01:00:54.255 --> 01:00:55.036
All right.

01:00:55.277 --> 01:00:56.016
What's your parting shot?

01:00:56.177 --> 01:00:57.137
Give me a mic drop.

01:00:58.206 --> 01:01:00.527
Parting shot is taking a step back and

01:01:00.586 --> 01:01:02.507
looking at who are your ideal clients,

01:01:02.608 --> 01:01:03.208
patients.

01:01:04.407 --> 01:01:05.469
Could you be offering more?

01:01:05.528 --> 01:01:07.228
It's not even like for us, of course,

01:01:07.409 --> 01:01:08.250
you know, financially,

01:01:08.289 --> 01:01:11.210
it's like more of the wallet share.

01:01:11.271 --> 01:01:11.431
I mean,

01:01:11.451 --> 01:01:14.751
there's like different ways to consider

01:01:14.791 --> 01:01:14.871
it.

01:01:15.532 --> 01:01:17.152
But who is your ideal client?

01:01:17.193 --> 01:01:18.753
What are their, like you said,

01:01:18.893 --> 01:01:19.994
avatar labels?

01:01:20.054 --> 01:01:21.074
How do they identify?

01:01:21.534 --> 01:01:22.695
What do they identify as?

01:01:23.315 --> 01:01:24.795
If you speak to those and get them

01:01:24.815 --> 01:01:25.556
back to those goals or...

01:01:26.818 --> 01:01:28.199
Show them that you understand them,

01:01:28.259 --> 01:01:28.699
first of all,

01:01:28.760 --> 01:01:30.621
and that you have the capability to help

01:01:30.681 --> 01:01:33.143
them kind of figuratively grab their hand

01:01:33.224 --> 01:01:34.744
and like take them along this road or

01:01:34.784 --> 01:01:36.606
take them over the bridge to the

01:01:36.626 --> 01:01:38.168
transformation that the outcome that they

01:01:38.248 --> 01:01:38.489
want.

01:01:39.168 --> 01:01:41.010
They maybe you'll find that it'll be a

01:01:41.050 --> 01:01:43.112
lot easier for folks to say yes to

01:01:43.233 --> 01:01:45.355
more of your packages, programs,

01:01:45.454 --> 01:01:47.896
ongoing wellness, out of pocket, all that.

01:01:47.916 --> 01:01:48.518
Because it's clear.

01:01:49.097 --> 01:01:51.119
My parting shot would be understand that

01:01:51.179 --> 01:01:52.922
your clinic is the phone booth.

01:01:53.851 --> 01:01:55.690
that Clark Kent walks into and Superman

01:01:55.710 --> 01:01:56.211
walks out of.

01:01:56.472 --> 01:01:57.371
Be the phone booth.

01:01:57.871 --> 01:01:58.891
Don't try to be Superman.

01:01:59.032 --> 01:01:59.791
If you're Superman,

01:02:00.012 --> 01:02:00.932
I don't know where I fit in this

01:02:00.952 --> 01:02:01.253
story.

01:02:01.353 --> 01:02:02.333
Am I Lois Lane?

01:02:02.713 --> 01:02:04.152
Am I Jimmy Olsen with the camera?

01:02:04.534 --> 01:02:04.893
That'd be cool.

01:02:04.914 --> 01:02:05.534
I'd be Jimmy Olsen.

01:02:05.914 --> 01:02:06.753
But you're the phone book.

01:02:06.873 --> 01:02:09.755
Be the place where the transformation

01:02:09.795 --> 01:02:10.054
happens.

01:02:10.454 --> 01:02:13.096
Be the Yoda that helps the hero do

01:02:13.135 --> 01:02:13.396
that.

01:02:13.596 --> 01:02:15.916
It sounds dumb and all woozy woozy.

01:02:15.936 --> 01:02:16.436
It's not.

01:02:17.657 --> 01:02:18.836
We're back on Tuesday.

01:02:20.376 --> 01:02:21.617
We'll break into those question lists.

01:02:21.637 --> 01:02:22.217
All right, Dave,

01:02:22.257 --> 01:02:23.438
get out there and ask some questions.

01:02:25.005 --> 01:02:25.246
That's it.

01:02:25.266 --> 01:02:25.485
We're out.

01:02:25.505 --> 01:02:27.007
Boys, what the hell are you doing?

01:02:27.047 --> 01:02:29.869
Follow Tony Meritato on YouTube at Total

01:02:29.909 --> 01:02:30.949
Therapy Solution.

01:02:31.010 --> 01:02:31.989
Find Dave Kittle at

01:02:32.010 --> 01:02:35.192
conciergepainrelief.com and on YouTube at

01:02:35.231 --> 01:02:36.393
The Dave Kittle Show.

01:02:36.733 --> 01:02:38.735
And follow Jimmy McKay at P.T.

01:02:38.755 --> 01:02:41.036
Pinecast on YouTube, the socials,

01:02:41.135 --> 01:02:42.916
and wherever you binge podcasts you

01:02:42.936 --> 01:02:44.619
pretend are for CEUs.

01:02:44.918 --> 01:02:46.340
And hey, just a reminder,

01:02:46.840 --> 01:02:48.121
none of this was for advice.

01:02:48.181 --> 01:02:49.461
This was for entertainment only.

01:02:49.942 --> 01:02:51.322
Our lawyers say that counts.

01:02:51.402 --> 01:02:52.284
Thanks, Keith.