Your PT Job Ad Is Probably Selling the Wrong Thing

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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Tony Meritato, I'm Jimmy McKay.

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Dave Kittle is off today.

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Tony, how's it going, man?

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What do you want to talk about first?

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I feel like we shared a lot of

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ideas.

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I just got here.

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What do you want to talk about first?

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I got a sec.

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Yeah, I shared a whole bunch of pictures.

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So which one?

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Let's,

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let's let's do the last the most recent,

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which is using AI.

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The David Ogilvy GPT, you know,

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because this is something you've been

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talking about a lot.

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Um,

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Give me your initial thoughts while I've

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got my mic.

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Well, David Ogilvie,

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if people don't know and they should,

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is the person who and I haven't read

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the book,

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but apparently he wrote like the first

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book on advertising and he was the guy

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to sort of make it.

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from an he combined sort of art and

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science like he understood you're trying

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to change human behavior and i think even

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a million years after david ogilvy people

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still like to just post we're hiring or

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we opened a clinic come to it and

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that is telling a story not storytelling

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so david ogilvy understood that like there

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needs to be an element of psychology to

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get someone to to understand or to want

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to come closer or hopefully to eventually

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want to do something again i'm giving a

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talk at apta florida not to spoil it

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but i've been showing the slide forever

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and i'm probably never going to change

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this slide but for the podcast audience

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attention leads to trust,

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trust leads to action.

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Ogilvy was very,

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very good at the first two.

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And then he said,

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it's up to the person viewing this,

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reading this, hearing this,

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if they want to take that action.

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But it's his job to gain attention to

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hopefully earn trust.

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So you're saying,

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did you train up a GPT to act

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like David Ogilvy?

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Kind of, not totally.

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Basically, you know, every Tuesday,

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Thursday on the way to work,

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I'm brainstorming ideas for the podcast.

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I shared a whole bunch of,

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this was the train of thought that got

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me here.

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So I was like, hey, you know,

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there are some real benefits to insurance.

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Everybody hates insurance.

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Everybody hates paying premiums.

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But there are a few people who make

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boatloads of money having paid for

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insurance and a bunch of people who lost

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money.

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So I was like, oh,

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that's an interesting topic.

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We could talk about that.

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And then I was like, well,

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let's define the different terms between

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price, cost, worth and value.

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Yeah.

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Went through that conversation.

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Then it got me to Jimmy.

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Yeah.

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jimmy's been talking about recruiting and

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hiring and everybody you know is short

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staff so so what are some cool ideas

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going back twenty years ago when i was

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hiring the the thing that got me my

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best employees was never putting a vanilla

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and i saw one of your videos um

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job posting up it was like let's get

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to the meat what is the pain we're

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trying to solve for

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Therapists are frustrated.

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Therapists aren't making enough money.

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They feel cheated.

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They feel overworked.

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They're not getting to do what they want

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to do.

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So when I was recruiting,

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like those are the pain points I could

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talk to flexibility and hours and value

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and all of these things.

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And I was like, well,

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who's the best at conveying that?

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It's the copywriters.

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Who's the best copywriter?

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David Ogilvie, Gary Halpert,

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like all of Alex Hermosi,

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all of these names.

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So I just threw this thread on the

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chat.

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I said, okay, all these conversations now,

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let's go through.

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And if you were David Ogilvie writing an

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ad for me to hire and recruit a

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physical therapist,

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like what are the questions you would ask

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me before you created the ad?

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and then what would an ad like this

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look like sound like feel like uh and

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that's how we got to this point so

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you know i don't even think people realize

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like i don't think they're thinking about

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the actual questions you should be able to

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answer before even starting the app nope

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where does your head go because

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I had a series of posts a couple

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months ago where I said,

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nutrition information is standardized in

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this country, right?

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You have to tell me how much sugar

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and how much this and recommended daily

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allowances.

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And I actually said,

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standardization would be a superpower

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here.

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Because exactly how the nutrition label is

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written,

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you know exactly where your eyes go.

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If you don't like sugar,

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your eye darts to sugar.

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If you're like,

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I need to make more money,

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salary is the only thing I'm caring about,

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you're going to go right to the salary

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line if they were all written sort of

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the same way.

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I like that from a back of the

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– this is why I like using the

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baseball card analogy.

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the back of the baseball card is always

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the freaking same, right?

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It's what year, batting average, runs,

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hits, home runs, single, double, triple.

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The front is where you get to be

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fun, right?

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That's where the player...

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It's an action shot.

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I'm not saying be super boring and just

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do a nutrition label, but I'm saying...

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The reason I like the nutrition label is

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it's open, honest, and clear,

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and you don't wonder or worry.

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Someone had a post a while ago.

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I don't think this was in healthcare,

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but they're like,

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no one wants to take a day of

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PTO off, do research,

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do a bunch of effort only to get

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to a job interview to find out that

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place is offering thirty thousand dollars

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less than I'm making now.

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I was never going to consider that most

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likely.

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So why aren't we being more transparent?

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So what are the questions?

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Do you want me to ask the questions

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or you were saying what Ogilvy would ask?

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No, no, let me back up here.

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So it was twelve questions.

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Let's kind of run through them just

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because I think the listening audience

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deserves.

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So, okay, question number one,

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who exactly are you trying to recruit?

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Is it a new grad,

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an experienced therapist,

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someone already working full time,

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a parent wanting a few hours,

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a burnout corporate PT who wants to

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change?

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Um, you know, so starting with that,

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go ahead.

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Here's what not to do.

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Can I give it what not to do?

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I'll be the devil on the shoulder.

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Don't write it.

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Don't say the answer to this question is

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everybody.

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Because if you say everybody,

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your thing is going to be a pile

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of mayonnaise.

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It's going to be,

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it's not going to have any,

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there's going to be no edges,

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no threads to pull.

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If you truly want a couple of those,

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they need to be different messages.

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Yeah.

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Because if you want to,

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I'm not a fisherman,

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but if you want to fish for different

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fish, different fish like different bait.

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That's as fisherman-y as I can get.

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So yes,

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I think question one always for me goes,

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who are you trying to talk to?

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If I don't know who I'm talking to,

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I don't know what to write.

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Well,

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the part that I thought was interesting,

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I saw one of Dave's recent videos.

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Two of his therapists are sitting in a

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room, looks like an exam room,

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talking to each other.

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The female therapist asked the male

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therapist,

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what's your favorite quad exercise?

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And I heard that interaction,

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too bad Dave's not here, but like,

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that's a great example.

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I look at,

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the girl therapist i look at the boy

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therapist and i'm like these are very

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different personalities yeah um so for me

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when i'm thinking about this one of the

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things i want i want somebody who wants

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to to learn i want somebody who wants

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to understand what i do what i've created

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that's an important aspect to somebody

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that i would want to bring on the

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team

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i would not want to bring somebody who's

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already an air quote expert in whatever

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their field is i am not looking to

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hire somebody that i want to learn from

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some people are i'm looking for somebody

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that wants to learn from me from us

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from what we've built here so like that's

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an important element because that is a

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very different personality that you're

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looking to bring on to the team so

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first was a who question what's number two

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What is the actual employment model?

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Is it a W-two, a contractor, full-time,

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part-time, PRN per visit, on demand?

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What are the minimum hours, maximum hours?

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Can they work somewhere else

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simultaneously?

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Just lay it out.

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These are all the things that they're

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thinking.

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And if you don't answer the question

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clearly and concisely and plainly,

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they're going to wonder.

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And our brains, we're big, dumb animals.

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Our brains are wired for the worst.

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Your boss messages you,

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can we talk tomorrow?

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What is our first impulse most of the

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time?

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What did I do wrong?

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I did something wrong and this is going

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to be horrible, right?

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So by you not mentioning or at least,

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yeah, you got to mention it, right?

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At least somewhere.

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Now keep in mind what Tony is saying,

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it doesn't necessarily need to be all in

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the picture.

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Let's understand, like I said,

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baseball card.

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The nitty gritty or some of them can

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be in on the back of the baseball

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card,

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but they got to be there somewhere because

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that's where my eye is going to dart.

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So we got a who question and a

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what question.

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It's providing context.

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This is all about context to then allow

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the GPT to create the offer that we

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want.

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I mean, this is marketing one-on-one.

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Whether I'm marketing to a patient to come

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to my clinic or I'm marketing to a

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therapist to come work for me,

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we're just marketing.

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That's all it is.

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So for me,

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and what I'm doing is I'm going to

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answer all of these.

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We'll have it in the video transcript,

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then we'll use that video transcript to

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actually create a job offer.

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Okay, so for me.

00:09:51.861 --> 00:09:53.903
it's basically i would be looking for a

00:09:54.024 --> 00:09:57.066
part-time w-to maximum flexibility i would

00:09:57.105 --> 00:09:59.307
want somebody who doesn't want full-time

00:09:59.347 --> 00:10:02.250
hours i want the best of the hours

00:10:02.269 --> 00:10:04.971
that they're willing to give me not forty

00:10:05.032 --> 00:10:07.373
hours no matter what you know and so

00:10:07.433 --> 00:10:09.154
for me it might be fifteen to twenty

00:10:09.195 --> 00:10:10.556
hours um

00:10:11.475 --> 00:10:13.076
And I would pay a W-two so they

00:10:13.096 --> 00:10:14.397
don't have to worry about taxes.

00:10:14.417 --> 00:10:16.157
They don't have to worry about Medicare

00:10:16.177 --> 00:10:17.996
and Social Security and FICA and all that

00:10:18.037 --> 00:10:18.697
kind of stuff.

00:10:19.118 --> 00:10:20.398
I want to keep it super simple.

00:10:20.437 --> 00:10:20.937
Number three,

00:10:21.398 --> 00:10:24.418
how much control do they really have over

00:10:24.438 --> 00:10:25.019
their time?

00:10:25.499 --> 00:10:26.739
This may be their biggest,

00:10:27.000 --> 00:10:28.220
your biggest selling point.

00:10:28.620 --> 00:10:29.899
Who chooses the days?

00:10:29.940 --> 00:10:31.159
Who chooses the hours?

00:10:31.200 --> 00:10:32.081
Can they say no?

00:10:33.702 --> 00:10:35.543
to a patient offer?

00:10:35.984 --> 00:10:38.446
Can they charge or change availability

00:10:38.485 --> 00:10:39.405
from week to week?

00:10:39.586 --> 00:10:41.667
Are evenings, weekends optional?

00:10:42.268 --> 00:10:43.868
So like when I was recruiting,

00:10:44.528 --> 00:10:46.429
this was probably my biggest value

00:10:46.490 --> 00:10:48.331
proposition because I could say, look,

00:10:48.691 --> 00:10:49.611
you want a four day week?

00:10:50.011 --> 00:10:50.432
No problem.

00:10:50.491 --> 00:10:51.052
Weekend?

00:10:51.373 --> 00:10:51.993
No problem.

00:10:52.332 --> 00:10:53.913
Work Monday through Thursday.

00:10:54.293 --> 00:10:56.654
Then, you know, Tuesday through Friday,

00:10:57.176 --> 00:10:59.216
you are in control of your schedule.

00:10:59.336 --> 00:11:00.717
You manage your patients.

00:11:00.758 --> 00:11:02.238
Your patients, no one like you.

00:11:02.258 --> 00:11:02.999
They trust you.

00:11:03.698 --> 00:11:05.460
You have that autonomy.

00:11:05.539 --> 00:11:07.160
You want to change the plan of care

00:11:07.201 --> 00:11:09.322
from three days a week to one day

00:11:09.402 --> 00:11:11.302
this week and three days next week?

00:11:11.822 --> 00:11:12.423
Go ahead and do it.

00:11:12.964 --> 00:11:13.423
I don't care.

00:11:13.904 --> 00:11:14.884
Get good outcomes,

00:11:15.264 --> 00:11:16.625
get good patient reviews,

00:11:17.046 --> 00:11:18.326
make the patient happy,

00:11:18.427 --> 00:11:20.587
and you can do whatever you want.

00:11:21.908 --> 00:11:23.590
You just advertised autonomy,

00:11:23.629 --> 00:11:26.071
but you did it in words that don't

00:11:26.110 --> 00:11:28.751
appear on the SAT.

00:11:29.113 --> 00:11:30.793
You're an individual who knows how to get

00:11:30.832 --> 00:11:31.293
results?

00:11:31.533 --> 00:11:31.813
Great.

00:11:33.075 --> 00:11:33.455
Get them.

00:11:34.316 --> 00:11:35.557
Right.

00:11:35.596 --> 00:11:36.618
That's what Jobs said, right?

00:11:36.638 --> 00:11:38.279
You don't hire smart people and tell them

00:11:38.299 --> 00:11:38.799
what to do.

00:11:39.360 --> 00:11:40.041
You hire smart people.

00:11:40.061 --> 00:11:41.182
You let them tell you what to do.

00:11:41.482 --> 00:11:44.666
And we love to jam people.

00:11:44.686 --> 00:11:46.147
We say we're smart or we hire them

00:11:46.187 --> 00:11:46.486
and say,

00:11:46.847 --> 00:11:48.389
we're going to take the smart person and

00:11:48.428 --> 00:11:49.690
we're going to shove them through our

00:11:49.750 --> 00:11:50.130
system.

00:11:50.990 --> 00:11:52.352
That works until it doesn't.

00:11:53.105 --> 00:11:54.866
Yeah, yeah.

00:11:54.886 --> 00:11:55.486
Number four,

00:11:55.626 --> 00:11:57.527
exactly how does the compensation work?

00:11:57.606 --> 00:12:00.687
Hourly, salary per visit percentage.

00:12:01.528 --> 00:12:02.308
What are the rates?

00:12:02.369 --> 00:12:03.369
What are the ranges?

00:12:03.389 --> 00:12:06.590
Does documentation get paid separately

00:12:06.610 --> 00:12:07.610
from patient care?

00:12:07.950 --> 00:12:09.671
What happens if there's a cancellation or

00:12:09.730 --> 00:12:10.270
no-show?

00:12:10.331 --> 00:12:12.871
Raises, bonuses, CEU money, retirement.

00:12:13.871 --> 00:12:16.452
I remember the biggest challenge we ran

00:12:16.533 --> 00:12:19.995
into was still managing like, okay,

00:12:20.054 --> 00:12:22.355
somebody we used to, we don't anymore,

00:12:22.916 --> 00:12:25.577
give a thousand dollar stipend for CEUs.

00:12:26.057 --> 00:12:26.238
Well,

00:12:26.258 --> 00:12:28.438
what happens if the CEU happens to be

00:12:28.519 --> 00:12:30.519
on a Wednesday or a Thursday?

00:12:30.539 --> 00:12:32.520
Do they have to take PTO?

00:12:32.561 --> 00:12:33.280
Do they not?

00:12:33.400 --> 00:12:34.802
Do they get paid for that time?

00:12:34.841 --> 00:12:36.942
Does it come out of their budget?

00:12:36.982 --> 00:12:39.183
Like what happens to their patients?

00:12:40.365 --> 00:12:42.706
There are blind spots that newer

00:12:42.746 --> 00:12:43.527
employers,

00:12:43.606 --> 00:12:45.808
newer businesses haven't lived through

00:12:45.849 --> 00:12:46.169
yet.

00:12:47.090 --> 00:12:50.212
And going through an AI like this will

00:12:50.232 --> 00:12:52.174
help you identify those things.

00:12:52.215 --> 00:12:52.995
So for us,

00:12:54.044 --> 00:12:55.205
You know, yeah,

00:12:55.284 --> 00:12:58.106
we have typically found now we're salary

00:12:58.567 --> 00:13:00.447
in the past when we were hourly,

00:13:00.927 --> 00:13:01.967
we basically said, look,

00:13:02.107 --> 00:13:04.048
I guarantee you this block of time,

00:13:04.229 --> 00:13:05.708
I'm going to pay you no matter what,

00:13:06.009 --> 00:13:07.809
whether the patient shows or no shows,

00:13:07.850 --> 00:13:09.350
whether this or that happens,

00:13:09.671 --> 00:13:12.812
you can count on this time and this

00:13:12.912 --> 00:13:15.033
money for this exchange.

00:13:15.712 --> 00:13:18.673
And that gave peace of mind to the

00:13:18.714 --> 00:13:19.875
clinician to know,

00:13:20.708 --> 00:13:22.369
Okay, I'm safe.

00:13:23.169 --> 00:13:24.269
Even if I'm going to make a little

00:13:24.330 --> 00:13:24.789
less,

00:13:25.350 --> 00:13:27.010
I'm going to have the security in that

00:13:27.091 --> 00:13:29.071
exchange of knowing that I'm going to get

00:13:29.110 --> 00:13:29.750
paid something.

00:13:30.030 --> 00:13:31.652
And if that's how you're operating,

00:13:32.812 --> 00:13:35.273
you want to use the right bait.

00:13:35.753 --> 00:13:36.873
I hate using bait because it sounds like

00:13:36.893 --> 00:13:37.613
we're trying to trick someone,

00:13:37.633 --> 00:13:39.394
but you want to use the right words

00:13:39.433 --> 00:13:40.714
that convey security.

00:13:41.038 --> 00:13:42.738
what the advantages are there.

00:13:43.658 --> 00:13:44.399
Ironically,

00:13:44.578 --> 00:13:46.058
I think we get in the wrong mindset

00:13:46.119 --> 00:13:46.239
of,

00:13:46.658 --> 00:13:48.480
I want to get as many people as

00:13:48.580 --> 00:13:49.240
possible.

00:13:49.940 --> 00:13:51.320
And I would argue you want as few

00:13:51.340 --> 00:13:52.179
people as possible.

00:13:53.360 --> 00:13:55.620
You want three really great candidates who

00:13:55.760 --> 00:13:56.941
none of them are confused.

00:13:57.402 --> 00:13:58.461
None of the things you're going to say

00:13:58.501 --> 00:13:59.701
in the interview or if they ask a

00:13:59.741 --> 00:14:01.442
question is going to immediately be like,

00:14:01.923 --> 00:14:02.143
no.

00:14:02.342 --> 00:14:03.263
You don't want that person.

00:14:03.302 --> 00:14:06.003
You want to weed that person out as

00:14:06.043 --> 00:14:07.024
quickly as possible.

00:14:07.403 --> 00:14:08.163
But on the internet...

00:14:09.591 --> 00:14:10.511
In social media,

00:14:11.451 --> 00:14:13.974
it's get as many as possible and hope

00:14:13.994 --> 00:14:14.413
for one.

00:14:15.114 --> 00:14:17.576
I would say go the opposite, right?

00:14:17.615 --> 00:14:19.356
Like, you know, make small big,

00:14:19.397 --> 00:14:20.076
make big small.

00:14:20.116 --> 00:14:21.998
Those are the immutable...

00:14:22.038 --> 00:14:23.578
Two of the twenty-eight immutable laws of

00:14:23.619 --> 00:14:24.019
marketing.

00:14:24.659 --> 00:14:28.721
I say make the hidden visible, right?

00:14:29.282 --> 00:14:30.003
Bust open the...

00:14:30.702 --> 00:14:32.062
i told you guys the story before how

00:14:32.322 --> 00:14:34.024
we would hire for weekend djs and we'd

00:14:34.043 --> 00:14:35.663
be like you're gonna make state minimum

00:14:35.683 --> 00:14:37.985
wage you're gonna work nights weekends and

00:14:38.024 --> 00:14:39.725
holidays you want a free ticket to that

00:14:39.745 --> 00:14:41.385
concert you can't because you're gonna be

00:14:41.405 --> 00:14:42.605
in the studio and we're all at the

00:14:42.645 --> 00:14:45.687
concert i only wanted the one person right

00:14:45.706 --> 00:14:47.307
i wanted the right person so i think

00:14:47.927 --> 00:14:51.187
this mindset is better clarity that's what

00:14:51.268 --> 00:14:52.607
someone really wants in this part of the

00:14:52.648 --> 00:14:54.688
exchange is clarity yeah

00:14:56.197 --> 00:14:57.378
So question number five,

00:14:57.697 --> 00:15:00.058
what does a clinical hour actually look

00:15:00.099 --> 00:15:02.198
like one patient at a time?

00:15:02.259 --> 00:15:03.340
How long are the visits?

00:15:04.039 --> 00:15:05.301
What's the expectation?

00:15:05.421 --> 00:15:06.400
Is there double booking?

00:15:06.441 --> 00:15:08.361
Do you use tax productivity?

00:15:08.822 --> 00:15:09.282
Again,

00:15:09.361 --> 00:15:12.243
we're developing context because the

00:15:12.523 --> 00:15:14.124
prospective employee,

00:15:15.235 --> 00:15:16.535
has never been in your clinic,

00:15:17.135 --> 00:15:18.657
has no idea what's going on.

00:15:19.197 --> 00:15:22.037
The most, if they do any research,

00:15:22.096 --> 00:15:23.797
the most they're gonna get is what you

00:15:23.836 --> 00:15:24.778
say on the website,

00:15:24.817 --> 00:15:26.457
which everybody's gonna say the same

00:15:26.518 --> 00:15:27.217
stuff, yeah.

00:15:27.778 --> 00:15:29.678
So it's like, they have no idea.

00:15:29.739 --> 00:15:31.139
So like you just said,

00:15:31.678 --> 00:15:33.119
give them the honest truth,

00:15:33.158 --> 00:15:34.798
give them worst case scenario,

00:15:34.879 --> 00:15:35.820
let them know, look,

00:15:36.419 --> 00:15:38.759
there are gonna be times where six people

00:15:38.820 --> 00:15:40.360
walk in the door at the same time,

00:15:40.460 --> 00:15:42.880
even though they're scheduled every thirty

00:15:42.921 --> 00:15:43.660
minutes or an hour.

00:15:44.221 --> 00:15:45.722
There are going to be times where you're

00:15:45.763 --> 00:15:47.424
going to miss lunch because somebody is

00:15:47.485 --> 00:15:48.145
running late,

00:15:48.187 --> 00:15:49.708
but they still want to come to therapy

00:15:49.749 --> 00:15:51.250
and somebody else comes early.

00:15:52.131 --> 00:15:54.514
There are going to be times where you're

00:15:54.534 --> 00:15:55.976
going to be bored out of your mind

00:15:56.017 --> 00:15:58.561
because three people cancel and now you're

00:15:58.581 --> 00:16:00.202
sitting there with you don't know what to

00:16:00.243 --> 00:16:00.342
do.

00:16:01.644 --> 00:16:03.366
This is the reality of the clinic.

00:16:03.866 --> 00:16:06.529
And this is the reality of the person

00:16:06.690 --> 00:16:08.251
who you're working with, right?

00:16:09.312 --> 00:16:10.933
I work with people who are kind of

00:16:10.994 --> 00:16:13.557
high anxiety, not now, but in the past.

00:16:14.017 --> 00:16:15.798
High anxiety, high achievers.

00:16:15.818 --> 00:16:17.320
They're constantly moving.

00:16:18.301 --> 00:16:19.462
They say a lot of words.

00:16:20.611 --> 00:16:21.153
I don't,

00:16:22.072 --> 00:16:24.394
I'm not going to be that person.

00:16:24.815 --> 00:16:26.777
So if you need a lot of words,

00:16:27.277 --> 00:16:28.678
I'm not the best person for you to

00:16:28.719 --> 00:16:29.219
work with.

00:16:29.519 --> 00:16:30.940
If you need affirmation,

00:16:31.000 --> 00:16:32.981
if you need uplifting motivation,

00:16:33.241 --> 00:16:34.663
I am not the best person for you

00:16:34.682 --> 00:16:35.283
to work with.

00:16:35.823 --> 00:16:36.725
Yep.

00:16:36.745 --> 00:16:38.285
The, uh, the, the, one of the clinics,

00:16:38.306 --> 00:16:39.947
and we mentioned this guy a lot because

00:16:40.567 --> 00:16:40.908
frankly,

00:16:40.927 --> 00:16:42.269
I don't see anybody else doing it.

00:16:42.909 --> 00:16:46.172
I hope people steal his methods and I

00:16:46.192 --> 00:16:47.994
think he's hopes people steal his methods.

00:16:49.431 --> 00:16:51.351
But Josh Funk at Rehab to Perform,

00:16:51.991 --> 00:16:54.052
their media is not for patients.

00:16:55.072 --> 00:16:56.614
But they're not sitting there reading a

00:16:56.673 --> 00:16:57.394
job description.

00:16:57.573 --> 00:17:00.654
They're showing you exactly what a day or

00:17:00.695 --> 00:17:03.557
an hour or the vibe looks like.

00:17:03.817 --> 00:17:04.676
All of their media,

00:17:04.757 --> 00:17:06.698
which is really well done,

00:17:07.882 --> 00:17:08.561
is for hiring,

00:17:08.682 --> 00:17:10.143
and if I had to guess,

00:17:10.903 --> 00:17:11.683
Josh doesn't have a,

00:17:11.703 --> 00:17:13.545
I'm gonna guess Josh doesn't have a hiring

00:17:13.585 --> 00:17:13.904
problem,

00:17:14.184 --> 00:17:16.646
because Josh decided to start solving it

00:17:16.987 --> 00:17:17.987
five years ago,

00:17:18.468 --> 00:17:20.548
and it wasn't let's double down on

00:17:20.648 --> 00:17:22.609
boosting posts on Indeed, which,

00:17:23.170 --> 00:17:25.090
spoiler alert, does not work.

00:17:25.151 --> 00:17:26.791
I was talking to a practice owner recently

00:17:27.152 --> 00:17:29.614
who said we three X'd our spend on

00:17:29.773 --> 00:17:32.434
Indeed this year versus last year,

00:17:32.755 --> 00:17:33.536
and we're in September,

00:17:34.813 --> 00:17:35.753
And I said, how's it going?

00:17:35.973 --> 00:17:37.035
So you three extra spent.

00:17:37.474 --> 00:17:38.335
I go, how's your results?

00:17:38.355 --> 00:17:39.135
He goes, a third.

00:17:39.415 --> 00:17:40.576
And I'm like, that math?

00:17:40.797 --> 00:17:41.417
Don't math.

00:17:41.518 --> 00:17:43.679
You three X'd it and you're getting thirty

00:17:43.699 --> 00:17:44.740
three percent of the results.

00:17:45.359 --> 00:17:46.721
And then I looked back at them and,

00:17:47.041 --> 00:17:47.261
you know,

00:17:47.301 --> 00:17:48.623
this is a practice owner that I just

00:17:48.682 --> 00:17:48.903
met.

00:17:49.502 --> 00:17:51.424
So I have to understand how much credit

00:17:51.484 --> 00:17:53.605
I have as the guy sitting across the

00:17:53.645 --> 00:17:54.646
screen at a Zoom call.

00:17:55.106 --> 00:17:55.487
And I go.

00:17:56.567 --> 00:17:58.109
so you keep doing the same thing as

00:17:58.250 --> 00:17:59.730
everybody else you're competing with and

00:17:59.770 --> 00:18:02.313
getting worse results would you be open to

00:18:02.353 --> 00:18:03.733
trying something different and they were

00:18:03.755 --> 00:18:05.375
like what's the difference and i go i

00:18:05.395 --> 00:18:06.376
just need to i just need to know

00:18:06.396 --> 00:18:07.498
if you'd be open to trying something

00:18:07.538 --> 00:18:10.119
different right but this is this is what

00:18:10.160 --> 00:18:11.961
it comes to which is you understand your

00:18:11.981 --> 00:18:13.462
brand and your day and your hour and

00:18:13.482 --> 00:18:15.244
your payment models really well the person

00:18:15.265 --> 00:18:17.205
on the other side of those words they

00:18:17.246 --> 00:18:18.428
don't be clear

00:18:19.229 --> 00:18:20.269
Yeah.

00:18:20.308 --> 00:18:20.869
Number six,

00:18:21.150 --> 00:18:23.890
what work does the therapist not have to

00:18:23.930 --> 00:18:24.090
do?

00:18:24.151 --> 00:18:25.131
And this was another,

00:18:25.290 --> 00:18:27.711
so my big selling points were never going

00:18:27.731 --> 00:18:28.551
to be salary.

00:18:29.392 --> 00:18:30.692
It is never going to be benefits.

00:18:30.712 --> 00:18:32.173
It was never going to be CEU

00:18:32.212 --> 00:18:32.792
reimbursement.

00:18:32.833 --> 00:18:34.733
It was going to be flexibility,

00:18:34.773 --> 00:18:36.773
independence, and it was going to be,

00:18:36.834 --> 00:18:38.275
what do you not have to do?

00:18:38.795 --> 00:18:40.335
So like it says, you know,

00:18:40.516 --> 00:18:42.675
removing under undesirable work,

00:18:42.715 --> 00:18:43.856
who handles the scheduling,

00:18:43.916 --> 00:18:45.656
insurance verification, authorization,

00:18:45.696 --> 00:18:45.957
billing.

00:18:46.616 --> 00:18:47.597
We used to.

00:18:48.757 --> 00:18:49.798
Tell our therapist, look,

00:18:49.837 --> 00:18:51.818
you will never fax a plan of care.

00:18:52.419 --> 00:18:53.819
You will never schedule.

00:18:55.121 --> 00:18:56.801
You're never going to schedule a patient.

00:18:56.821 --> 00:18:58.143
You're never going to sell somebody.

00:18:58.742 --> 00:18:59.963
I even used to say, look,

00:18:59.983 --> 00:19:02.384
you're never going to have to shadow a

00:19:02.525 --> 00:19:04.385
surgeon because when you went to work for

00:19:04.425 --> 00:19:05.027
the hospital,

00:19:05.186 --> 00:19:06.788
one of the obligations was you had to

00:19:06.807 --> 00:19:07.347
go market.

00:19:07.667 --> 00:19:09.068
You had to go spend a day with

00:19:09.088 --> 00:19:09.750
the surgeon.

00:19:10.269 --> 00:19:12.050
None of the therapists wanted to do that.

00:19:12.070 --> 00:19:13.051
They were intimidated.

00:19:13.092 --> 00:19:13.832
They were scared.

00:19:14.311 --> 00:19:15.613
So I was like, if you want to,

00:19:15.633 --> 00:19:16.114
you can,

00:19:16.134 --> 00:19:17.453
but that is not something I'm going to

00:19:17.493 --> 00:19:17.974
force you to do.

00:19:18.694 --> 00:19:20.557
I don't force anybody to do social media.

00:19:20.777 --> 00:19:23.298
Social media is a huge part of our

00:19:23.338 --> 00:19:24.580
current business.

00:19:24.961 --> 00:19:27.002
It's not something I force people to do.

00:19:27.624 --> 00:19:30.246
And so helping them see,

00:19:30.286 --> 00:19:32.048
because usually they're working somewhere

00:19:32.087 --> 00:19:33.489
where they're doing stuff they don't want

00:19:33.509 --> 00:19:36.251
to do, helping them see, okay,

00:19:36.271 --> 00:19:37.853
I'm not going to have to do that.

00:19:37.952 --> 00:19:38.394
Again,

00:19:38.534 --> 00:19:41.817
much more appealing than like the promise

00:19:41.836 --> 00:19:42.778
of what you're going to get to do.

00:19:43.220 --> 00:19:44.882
But if you don't tell me that that

00:19:45.041 --> 00:19:46.344
isn't part of my job,

00:19:46.483 --> 00:19:48.425
I'm just going to flat out assume it

00:19:48.786 --> 00:19:50.167
because I've done this before.

00:19:50.647 --> 00:19:52.631
Either I'm a student or a seasoned

00:19:52.651 --> 00:19:53.070
clinician.

00:19:54.172 --> 00:19:55.733
So you mean I'm getting all that bad

00:19:55.773 --> 00:19:58.317
stuff and no extra money?

00:19:58.376 --> 00:19:59.018
Like this doesn't...

00:19:59.518 --> 00:20:00.638
But what if I took away all the

00:20:00.679 --> 00:20:01.739
bad stuff that you don't like?

00:20:01.778 --> 00:20:03.500
And again, bad is going to be subjective.

00:20:03.680 --> 00:20:04.920
Some people don't mind doing certain

00:20:04.940 --> 00:20:06.500
things and some people get some people

00:20:06.560 --> 00:20:07.480
really hate doing it.

00:20:07.701 --> 00:20:08.540
If someone turned to me and said,

00:20:08.560 --> 00:20:10.201
you never touch a spreadsheet for the rest

00:20:10.241 --> 00:20:11.823
of your life, I would just be like,

00:20:11.863 --> 00:20:12.583
where do I sign?

00:20:12.682 --> 00:20:14.344
Like, where where where do I sign?

00:20:14.403 --> 00:20:14.604
Right.

00:20:15.044 --> 00:20:17.244
So understanding that's the opposite of

00:20:17.285 --> 00:20:18.384
what does this job include?

00:20:18.884 --> 00:20:20.145
It sounds like it's not important,

00:20:20.205 --> 00:20:21.865
but what does this job not come with?

00:20:22.205 --> 00:20:23.527
That's terribly important.

00:20:23.646 --> 00:20:25.508
I still I agree with Mr.

00:20:25.607 --> 00:20:26.347
Ogilvie on that one.

00:20:27.296 --> 00:20:28.876
I'm going to lump a couple together.

00:20:29.337 --> 00:20:32.039
What patients would they treat?

00:20:32.119 --> 00:20:34.060
So in other words, outpatient ortho,

00:20:34.181 --> 00:20:35.082
neuro, you know,

00:20:35.182 --> 00:20:38.924
we are adult geriatric outpatient ortho.

00:20:39.484 --> 00:20:41.926
I try to avoid low back pain referrals.

00:20:42.387 --> 00:20:44.628
I don't do any like prosthetic.

00:20:44.689 --> 00:20:45.869
I don't do any neuro.

00:20:46.310 --> 00:20:47.711
So obviously that's going to be a huge

00:20:47.791 --> 00:20:48.271
element.

00:20:48.692 --> 00:20:51.173
Number seven, I'm sorry, number eight,

00:20:51.294 --> 00:20:53.016
what resources are available?

00:20:53.036 --> 00:20:53.115
Yeah.

00:20:53.556 --> 00:20:55.297
So like all the normal stuff,

00:20:55.356 --> 00:20:55.957
what equipment?

00:20:56.037 --> 00:20:57.037
We have old equipment.

00:20:57.096 --> 00:20:58.617
Don't come here thinking you're going to

00:20:58.657 --> 00:21:00.538
get like a thirty thousand dollar

00:21:00.578 --> 00:21:01.038
treadmill.

00:21:01.058 --> 00:21:01.818
We used to have it.

00:21:01.858 --> 00:21:03.079
We don't have it anymore.

00:21:03.539 --> 00:21:05.300
You're going to get bare bones,

00:21:05.361 --> 00:21:06.320
basic stuff,

00:21:06.701 --> 00:21:08.662
heavy things that you can lift and push

00:21:08.741 --> 00:21:09.741
and pull and carry.

00:21:10.903 --> 00:21:12.883
This is not a state of the art

00:21:13.063 --> 00:21:13.544
gym.

00:21:14.084 --> 00:21:15.104
It is a basic,

00:21:15.163 --> 00:21:16.765
low cost physical therapy clinic.

00:21:18.625 --> 00:21:19.747
What are the negatives?

00:21:20.567 --> 00:21:23.647
This is very Ogilvy and Halbert.

00:21:23.688 --> 00:21:24.428
That's what it says.

00:21:25.929 --> 00:21:28.249
What are the reasons someone wouldn't take

00:21:28.288 --> 00:21:29.029
the job?

00:21:29.549 --> 00:21:30.390
For example,

00:21:30.410 --> 00:21:31.790
we don't have group health insurance.

00:21:33.750 --> 00:21:35.372
I said we do guarantee hours,

00:21:35.432 --> 00:21:36.251
but if you didn't,

00:21:36.271 --> 00:21:37.873
that's something you'd want to make known.

00:21:38.472 --> 00:21:40.413
We're a small organization, right?

00:21:41.694 --> 00:21:43.255
We have a variable caseload.

00:21:44.355 --> 00:21:45.796
Now we do, but in the past,

00:21:45.836 --> 00:21:48.817
we didn't necessarily have a full caseload

00:21:48.857 --> 00:21:50.838
for a brand new therapist on day number

00:21:50.979 --> 00:21:51.078
one.

00:21:51.618 --> 00:21:54.279
So like convey the negatives,

00:21:54.339 --> 00:21:56.121
which we've mentioned multiple times,

00:21:56.901 --> 00:21:58.221
is item number nine.

00:21:58.701 --> 00:22:00.363
Real quick, item number ten, eleven,

00:22:00.423 --> 00:22:00.863
twelve,

00:22:01.905 --> 00:22:03.968
What does the therapist have to give you

00:22:04.087 --> 00:22:05.048
in return?

00:22:05.348 --> 00:22:05.669
Right?

00:22:05.689 --> 00:22:08.352
So beyond providing competent treatment,

00:22:08.432 --> 00:22:10.233
what are the non-negotiables?

00:22:10.273 --> 00:22:11.934
What are the documentation standards,

00:22:12.394 --> 00:22:15.157
reliability, communication?

00:22:15.557 --> 00:22:17.380
What are the minimums you need to have?

00:22:18.371 --> 00:22:20.051
What makes your offer structurally

00:22:20.092 --> 00:22:22.554
different from other offers that are

00:22:22.594 --> 00:22:24.494
available in the Cincinnati area?

00:22:25.855 --> 00:22:28.758
What's the easiest possible next step?

00:22:29.018 --> 00:22:29.898
This is an important one.

00:22:29.919 --> 00:22:31.299
This is the last of the twelve.

00:22:32.040 --> 00:22:34.261
A traditional application may create too

00:22:34.321 --> 00:22:35.103
much friction.

00:22:35.843 --> 00:22:38.505
Direct response might instead say,

00:22:39.145 --> 00:22:41.767
if you're interested but not ready to

00:22:41.826 --> 00:22:43.588
apply, text Tony.

00:22:43.989 --> 00:22:45.390
Let's talk for ten minutes.

00:22:47.611 --> 00:22:50.553
We need to decide what action you actually

00:22:50.653 --> 00:22:52.494
want the person to take now.

00:22:54.269 --> 00:22:54.509
Yeah.

00:22:54.549 --> 00:22:57.172
My journalism degree brain for many years

00:22:57.211 --> 00:23:00.874
ago would envision these twelve questions

00:23:00.993 --> 00:23:02.836
as what we call the inverted pyramid,

00:23:02.976 --> 00:23:05.978
where you start with the big information,

00:23:06.377 --> 00:23:06.597
right?

00:23:06.637 --> 00:23:08.700
The who, the what, the what, the why,

00:23:08.960 --> 00:23:10.361
and you get down to the how, where,

00:23:10.381 --> 00:23:10.881
and the when.

00:23:11.060 --> 00:23:12.962
So it's inverted pyramid because you're

00:23:12.982 --> 00:23:13.343
becoming

00:23:13.903 --> 00:23:15.742
You're very general, big picture,

00:23:15.843 --> 00:23:18.263
and you're getting more detailed as you

00:23:18.284 --> 00:23:20.663
get down the further you read.

00:23:21.284 --> 00:23:23.704
That's how news is written with that

00:23:23.785 --> 00:23:25.964
inverted pyramid, which is broad,

00:23:26.565 --> 00:23:27.965
big strokes up top,

00:23:28.846 --> 00:23:30.246
and then you go down to the detail,

00:23:30.526 --> 00:23:32.286
but not including it somewhere.

00:23:32.326 --> 00:23:35.106
And again, please don't go to Canva.

00:23:35.186 --> 00:23:37.366
Take everything Tony just said and put it

00:23:37.406 --> 00:23:38.788
on one image.

00:23:39.248 --> 00:23:40.928
The human brain will not process that.

00:23:41.942 --> 00:23:43.564
But you can do a combination of lots

00:23:43.604 --> 00:23:43.923
of things.

00:23:43.943 --> 00:23:45.345
This is where understanding the physics of

00:23:45.425 --> 00:23:46.645
platforms is important.

00:23:47.267 --> 00:23:50.269
This would work well as an Instagram

00:23:50.308 --> 00:23:50.888
carousel.

00:23:50.929 --> 00:23:52.550
Maybe that'd be an engaging way to do

00:23:52.590 --> 00:23:52.830
that,

00:23:52.871 --> 00:23:54.912
where each big point was its own image.

00:23:55.252 --> 00:23:56.492
You could also include a lot of the

00:23:56.532 --> 00:23:58.615
detail in the comment on Instagram.

00:23:59.455 --> 00:24:00.496
It would be completely different on

00:24:00.536 --> 00:24:01.636
LinkedIn or could be.

00:24:01.876 --> 00:24:02.198
In fact,

00:24:02.498 --> 00:24:04.739
LinkedIn is going to more of more carousel

00:24:04.778 --> 00:24:06.340
posts that I see anyway.

00:24:06.381 --> 00:24:07.721
Big, big companies are doing that.

00:24:08.663 --> 00:24:10.884
But this is understanding you're answering

00:24:10.984 --> 00:24:14.907
who, what, why, where, when, how.

00:24:15.127 --> 00:24:16.429
Those are the six questions that

00:24:16.528 --> 00:24:17.349
everybody's asking,

00:24:17.529 --> 00:24:18.750
a bunch of different variations.

00:24:19.090 --> 00:24:20.451
But if you follow these twelve,

00:24:21.313 --> 00:24:22.933
even do an audit with these twelve, right?

00:24:22.993 --> 00:24:24.295
Take the last couple things you've tried

00:24:24.315 --> 00:24:25.655
to use a clinician,

00:24:26.557 --> 00:24:27.798
to use to hire a clinician and go,

00:24:29.358 --> 00:24:30.039
don't even do the work.

00:24:30.519 --> 00:24:32.442
Let AI do the work, right?

00:24:33.021 --> 00:24:34.002
Where am I lacking?

00:24:34.921 --> 00:24:35.740
And also,

00:24:35.780 --> 00:24:36.881
which order do I have it in?

00:24:36.921 --> 00:24:38.321
Maybe you're burying the lead.

00:24:38.362 --> 00:24:40.942
Maybe the biggest thing that's valuable is

00:24:41.001 --> 00:24:42.362
the ninth thing on your list.

00:24:42.422 --> 00:24:44.742
My friend, bring that up above the fold.

00:24:44.883 --> 00:24:45.782
Bring that to the top.

00:24:47.542 --> 00:24:48.863
Yeah, you know, real quick,

00:24:48.903 --> 00:24:51.903
talking about different modes of delivery,

00:24:52.523 --> 00:24:53.703
that's been something that I've been

00:24:53.743 --> 00:24:54.785
working on quite a bit.

00:24:54.805 --> 00:24:55.164
I'm like,

00:24:55.184 --> 00:24:57.005
how do I take a single idea and

00:24:57.065 --> 00:24:59.924
deliver it in multiple ways that different

00:24:59.964 --> 00:25:00.645
viewers,

00:25:00.685 --> 00:25:02.826
consumers of media want to accept?

00:25:03.266 --> 00:25:04.547
There are people who watch reels.

00:25:04.586 --> 00:25:05.967
There are people who don't watch reels.

00:25:05.987 --> 00:25:07.288
There are people who want images,

00:25:07.327 --> 00:25:09.009
who want text, who want audio.

00:25:09.608 --> 00:25:11.450
And this goes way back.

00:25:11.670 --> 00:25:14.030
I remember twenty five years ago listening

00:25:14.070 --> 00:25:15.451
to direct response guys.

00:25:15.872 --> 00:25:16.511
They're like, look,

00:25:17.031 --> 00:25:18.833
get an eight hundred toll free number,

00:25:19.573 --> 00:25:20.554
have a recording.

00:25:21.173 --> 00:25:22.174
Why a recording?

00:25:22.615 --> 00:25:25.056
Because people don't want to risk calling

00:25:25.115 --> 00:25:26.817
a number and getting a human on the

00:25:26.836 --> 00:25:28.277
phone that's going to try to sell them

00:25:28.336 --> 00:25:28.757
something.

00:25:28.877 --> 00:25:29.238
Right.

00:25:29.298 --> 00:25:32.019
So if you give them an audio recording,

00:25:32.934 --> 00:25:33.996
They can call the number,

00:25:34.415 --> 00:25:35.497
listen to the recording,

00:25:35.557 --> 00:25:37.659
hang up anytime they want, right?

00:25:37.699 --> 00:25:40.160
And you take that into today's world and

00:25:40.180 --> 00:25:42.201
it's like, all right, I have the idea.

00:25:42.801 --> 00:25:45.403
Now I could do a video just like

00:25:45.443 --> 00:25:47.826
this, talking to the camera.

00:25:48.487 --> 00:25:50.327
I can strip out the audio and do

00:25:50.387 --> 00:25:52.490
just an audio only version of that.

00:25:53.089 --> 00:25:55.951
I can create an image that conveys the

00:25:56.011 --> 00:25:58.693
content and the idea of what you just

00:25:58.933 --> 00:25:59.315
said.

00:25:59.994 --> 00:26:02.215
I can do a text only post.

00:26:02.675 --> 00:26:04.395
I can do an image of a text

00:26:04.476 --> 00:26:05.217
only post.

00:26:05.237 --> 00:26:08.237
So like there is this five to eight

00:26:09.137 --> 00:26:12.358
mode stack that really just takes the same

00:26:12.479 --> 00:26:12.838
idea,

00:26:12.939 --> 00:26:15.098
gives it to social media and allows the

00:26:15.199 --> 00:26:18.519
algorithm to put the appropriate delivery

00:26:18.619 --> 00:26:20.740
method in front of the appropriate person.

00:26:22.953 --> 00:26:24.755
I did a presentation at CSM a couple

00:26:24.795 --> 00:26:25.316
years ago,

00:26:26.135 --> 00:26:27.497
was asked to do the presentation.

00:26:27.576 --> 00:26:28.777
It was for researchers,

00:26:29.337 --> 00:26:30.758
and I love me some researchers.

00:26:31.818 --> 00:26:32.959
I just think they have so much

00:26:32.999 --> 00:26:33.559
information,

00:26:34.019 --> 00:26:35.740
but they maybe weren't trained on how to

00:26:35.780 --> 00:26:36.161
share it.

00:26:36.520 --> 00:26:38.162
So I came up with a cute version

00:26:38.182 --> 00:26:38.801
of sharing it,

00:26:39.182 --> 00:26:42.804
and I called it The Wheels of Content,

00:26:42.943 --> 00:26:43.704
where essentially...

00:26:44.724 --> 00:26:46.266
I just said, listen, it's a what,

00:26:46.326 --> 00:26:47.186
a how, and a where.

00:26:47.527 --> 00:26:48.688
Like, that's all this is.

00:26:48.708 --> 00:26:50.229
It's a what, a how, and a where.

00:26:50.710 --> 00:26:51.891
So what do you want to share?

00:26:51.990 --> 00:26:53.030
What part of your research?

00:26:53.070 --> 00:26:53.672
That's your what.

00:26:54.833 --> 00:26:57.013
How might that be transmitted?

00:26:57.335 --> 00:26:59.776
Sounds, videos, pictures, words, a quiz,

00:26:59.796 --> 00:27:00.356
a story.

00:27:00.957 --> 00:27:02.157
And then where are you going to put

00:27:02.198 --> 00:27:02.298
it?

00:27:02.659 --> 00:27:03.118
If you say,

00:27:03.138 --> 00:27:04.240
I want to make a video,

00:27:04.599 --> 00:27:05.681
and you put it on a platform that

00:27:05.701 --> 00:27:07.582
doesn't really optimize for video,

00:27:08.042 --> 00:27:09.584
you're putting it in the wrong spot.

00:27:10.785 --> 00:27:13.645
So either abandon that place or when I

00:27:13.685 --> 00:27:15.145
make it on this platform,

00:27:15.306 --> 00:27:17.326
I'm going to optimize for the type of

00:27:17.487 --> 00:27:19.607
media that it was consuming.

00:27:19.867 --> 00:27:21.268
And I think it got easier for me

00:27:21.288 --> 00:27:22.807
to do when people saw this because I'm

00:27:22.828 --> 00:27:24.108
like, just what, where, how?

00:27:24.528 --> 00:27:25.989
What, where, how?

00:27:26.450 --> 00:27:27.549
Can you run through what, where,

00:27:27.589 --> 00:27:28.609
how multiple times?

00:27:28.869 --> 00:27:29.170
Yes.

00:27:29.410 --> 00:27:29.810
Should you?

00:27:29.971 --> 00:27:30.230
Yes.

00:27:30.371 --> 00:27:31.330
Because here's what I see.

00:27:31.931 --> 00:27:34.451
Researchers work for months or a year or

00:27:34.491 --> 00:27:36.551
multiple years to get something published.

00:27:36.873 --> 00:27:37.752
And what do they do, Tony?

00:27:38.509 --> 00:27:40.550
They've learned how to take a screenshot

00:27:41.311 --> 00:27:44.973
of the journal, and they post that.

00:27:45.513 --> 00:27:48.855
And not with binoculars could I read a

00:27:48.935 --> 00:27:49.936
single word on that.

00:27:50.057 --> 00:27:51.798
It is not optimized to be read.

00:27:51.817 --> 00:27:53.979
It's not optimized for any of those wares.

00:27:54.460 --> 00:27:58.442
But there's so many gems in there that

00:27:58.501 --> 00:28:00.442
you could have created a what, a where,

00:28:00.462 --> 00:28:01.523
and a how, or a what, a how,

00:28:01.564 --> 00:28:02.023
and a where.

00:28:02.505 --> 00:28:03.105
But they don't.

00:28:03.740 --> 00:28:04.160
They don't.

00:28:04.200 --> 00:28:05.141
They work for years.

00:28:05.161 --> 00:28:06.020
And the finish line is,

00:28:06.060 --> 00:28:07.382
I'm going to share a screen.

00:28:07.521 --> 00:28:07.981
I'm going to share.

00:28:08.422 --> 00:28:09.323
Here's what I'll do, Jimmy.

00:28:09.742 --> 00:28:11.644
I'll share multiple screenshots.

00:28:11.663 --> 00:28:12.443
That'll show them.

00:28:12.765 --> 00:28:14.144
No, it's just more piles of,

00:28:14.464 --> 00:28:15.766
I call them walls of text.

00:28:16.886 --> 00:28:19.708
So I think it doesn't really matter what

00:28:19.748 --> 00:28:20.528
kind of information.

00:28:20.567 --> 00:28:22.348
If you tell me it's honestly valuable for

00:28:22.449 --> 00:28:23.549
someone out there in the world,

00:28:24.069 --> 00:28:24.569
and you're like,

00:28:25.010 --> 00:28:26.611
the algorithms are working against me.

00:28:28.192 --> 00:28:28.592
Are they?

00:28:28.692 --> 00:28:29.512
Or do you just share

00:28:30.309 --> 00:28:32.391
bad media and if you do the algorithm

00:28:32.411 --> 00:28:34.051
is actually doing its job it's making sure

00:28:34.071 --> 00:28:36.873
the bad media doesn't get shown now the

00:28:36.893 --> 00:28:39.634
thing with that is in the past you

00:28:39.734 --> 00:28:42.476
used to have to pay for every opportunity

00:28:42.516 --> 00:28:44.537
to put a piece of media in front

00:28:44.576 --> 00:28:47.179
of a media consumer correct now it is

00:28:47.239 --> 00:28:51.040
virtually free free so so i knowingly

00:28:51.820 --> 00:28:54.442
share media on all the platforms,

00:28:54.962 --> 00:28:56.805
knowing that it's probably going to do

00:28:56.845 --> 00:28:58.986
well on one of the platforms.

00:28:59.586 --> 00:29:01.928
Right now today on Instagram,

00:29:02.048 --> 00:29:04.470
I've got seven and a half million views

00:29:04.529 --> 00:29:05.951
in the last thirty days,

00:29:06.611 --> 00:29:08.232
mostly because of two pictures.

00:29:08.792 --> 00:29:09.973
Those two pictures,

00:29:10.013 --> 00:29:13.355
those two images did terrible on Facebook,

00:29:13.756 --> 00:29:15.698
but they did amazing on Instagram.

00:29:16.218 --> 00:29:16.438
You know,

00:29:16.458 --> 00:29:18.239
but I still shared them to all the

00:29:18.278 --> 00:29:21.300
platforms because somewhere it's probably

00:29:21.340 --> 00:29:22.721
going to get in front of the person

00:29:22.741 --> 00:29:23.482
that needs to see it.

00:29:23.522 --> 00:29:23.843
Correct.

00:29:23.883 --> 00:29:26.845
The cost to do it is pretty much

00:29:26.944 --> 00:29:27.384
zero.

00:29:27.424 --> 00:29:29.105
If you've already created the information

00:29:29.486 --> 00:29:31.227
and the, the best thing,

00:29:31.247 --> 00:29:32.548
and I wrote about this the other day,

00:29:33.108 --> 00:29:34.209
you just don't know.

00:29:34.890 --> 00:29:35.029
Yeah.

00:29:35.049 --> 00:29:37.111
Like the New York state Lotto's, uh, uh,

00:29:37.490 --> 00:29:39.011
uh, you know,

00:29:39.231 --> 00:29:41.032
motto was all you need is a dollar

00:29:41.073 --> 00:29:41.594
and a dream.

00:29:41.913 --> 00:29:43.375
You don't even need the dollar anymore.

00:29:44.227 --> 00:29:45.509
And you really don't know.

00:29:45.608 --> 00:29:48.231
I mean, two of my best performing videos,

00:29:49.133 --> 00:29:50.535
more than a hundred something thousand

00:29:50.555 --> 00:29:51.214
views a pop.

00:29:51.776 --> 00:29:52.856
You can tell I did it on a

00:29:52.896 --> 00:29:54.459
whim because my hair looks like I combed

00:29:54.499 --> 00:29:55.440
it with a firecracker.

00:29:56.481 --> 00:29:57.603
But if I was working for a big

00:29:57.663 --> 00:29:59.424
company, I would have, you know,

00:29:59.585 --> 00:30:00.826
I would have professional light and

00:30:00.866 --> 00:30:01.667
professional sound.

00:30:01.748 --> 00:30:03.250
It's me sitting on my step.

00:30:04.328 --> 00:30:04.750
Like,

00:30:04.769 --> 00:30:06.230
I just had coffee and I was like,

00:30:06.330 --> 00:30:07.112
I'll just fling it.

00:30:07.211 --> 00:30:08.253
I'll just give this a shot.

00:30:08.894 --> 00:30:10.076
Here's some great advice from a former

00:30:10.096 --> 00:30:10.537
boss.

00:30:11.096 --> 00:30:12.878
If you do something that's a terribly bad

00:30:12.939 --> 00:30:14.060
idea and no one liked it,

00:30:15.982 --> 00:30:16.923
no one heard you suck.

00:30:18.213 --> 00:30:19.595
So you have to get over the psychology

00:30:19.615 --> 00:30:21.875
of this needs to be perfect or I

00:30:21.895 --> 00:30:25.136
need to optimize or reduce the... No.

00:30:26.077 --> 00:30:26.438
Maybe.

00:30:26.837 --> 00:30:27.679
Maybe try that.

00:30:28.138 --> 00:30:31.721
Again, the experimentation is almost zero.

00:30:32.441 --> 00:30:34.201
I do want to talk about that woman

00:30:34.241 --> 00:30:34.461
that...

00:30:34.582 --> 00:30:35.563
I won't say who it was because I

00:30:35.583 --> 00:30:36.222
didn't ask for permission,

00:30:36.262 --> 00:30:39.585
but she DMed me and was like,

00:30:39.664 --> 00:30:41.265
what do you think about this YouTube

00:30:41.526 --> 00:30:42.506
growth program?

00:30:42.846 --> 00:30:44.346
Somebody was selling a YouTube growth

00:30:44.386 --> 00:30:46.107
program for nine...

00:30:46.993 --> 00:30:49.294
thousand dollars i don't know tony maybe

00:30:49.315 --> 00:30:52.214
we should get into this gag right let's

00:30:52.414 --> 00:30:54.635
let's go scam some people now i'm not

00:30:54.655 --> 00:30:56.076
saying that there aren't people who can

00:30:56.115 --> 00:30:57.675
show you how to grow things that's not

00:30:57.695 --> 00:30:59.936
what i'm saying but i asked this person

00:30:59.957 --> 00:31:02.237
who said i'm about to buy this program

00:31:02.537 --> 00:31:04.097
and i could not type with my thumbs

00:31:04.137 --> 00:31:06.157
fast enough in all caps under no

00:31:06.238 --> 00:31:08.178
circumstances should you a physical

00:31:08.218 --> 00:31:10.019
therapist be investing nine thousand

00:31:10.038 --> 00:31:11.259
dollars in a youtube growth program

00:31:11.638 --> 00:31:12.098
Don't do it.

00:31:12.439 --> 00:31:14.500
Tony's giving one away for free right now.

00:31:14.720 --> 00:31:16.319
Like we could do an episode that would

00:31:16.339 --> 00:31:18.361
be more value than nine thousand dollars,

00:31:18.381 --> 00:31:19.401
in my opinion, to this woman.

00:31:20.201 --> 00:31:21.561
And she wouldn't be take that nine

00:31:21.582 --> 00:31:22.321
thousand dollars.

00:31:23.742 --> 00:31:25.482
Do something with eight thousand dollars

00:31:25.542 --> 00:31:27.663
and buy yourself a microphone and a decent

00:31:27.703 --> 00:31:28.044
camera.

00:31:28.064 --> 00:31:29.384
We wouldn't even need a thousand dollars

00:31:29.423 --> 00:31:29.723
for that.

00:31:30.104 --> 00:31:30.785
That ain't the way.

00:31:31.005 --> 00:31:31.545
But I get it.

00:31:32.542 --> 00:31:34.926
Just push purchase and your problems are

00:31:34.987 --> 00:31:35.508
solved.

00:31:35.827 --> 00:31:36.950
That person sold you well.

00:31:37.009 --> 00:31:38.132
Do not buy that package.

00:31:38.251 --> 00:31:39.894
Don't do it.

00:31:40.395 --> 00:31:41.397
You won't get enough results.

00:31:42.340 --> 00:31:44.642
to ever make it worth it, right?

00:31:45.883 --> 00:31:46.942
Generally, yes.

00:31:47.242 --> 00:31:48.344
Generally, yes.

00:31:49.044 --> 00:31:50.585
And I share this story plenty.

00:31:51.464 --> 00:31:53.885
Going back to two thousand and three,

00:31:54.086 --> 00:31:56.007
I started the business with my wife in

00:31:56.047 --> 00:31:58.647
two thousand one, two thousand three.

00:31:58.749 --> 00:31:59.628
We're booming.

00:31:59.669 --> 00:32:00.588
We're so busy.

00:32:00.648 --> 00:32:01.650
We don't know what to do.

00:32:01.690 --> 00:32:03.951
We've got tons of money and no time.

00:32:04.611 --> 00:32:06.771
But we knew we had to do something

00:32:06.832 --> 00:32:09.452
different to to grow the business into a

00:32:09.512 --> 00:32:09.874
business.

00:32:09.913 --> 00:32:10.054
So

00:32:10.933 --> 00:32:12.775
we did we went we paid a thousand

00:32:12.795 --> 00:32:15.136
dollars for a marketing seminar that

00:32:15.176 --> 00:32:17.919
marketing seminar then led to a thirty

00:32:17.979 --> 00:32:19.940
thousand thirty three thousand dollars

00:32:20.019 --> 00:32:23.082
spend at that time in two thousand three

00:32:23.883 --> 00:32:26.545
on like consulting and management

00:32:26.644 --> 00:32:28.506
education and learn how to turn your

00:32:28.546 --> 00:32:30.426
business into a real business not just a

00:32:30.488 --> 00:32:34.190
job um there was nothing we learned for

00:32:34.250 --> 00:32:35.971
thirty three thousand dollars that we

00:32:36.010 --> 00:32:37.873
couldn't get from a thirty three dollar

00:32:37.952 --> 00:32:38.272
book

00:32:39.638 --> 00:32:42.019
But there was value in,

00:32:42.180 --> 00:32:44.560
and maybe this is just self-justification,

00:32:44.781 --> 00:32:45.741
rationalizing it.

00:32:46.563 --> 00:32:47.282
We took a week.

00:32:47.803 --> 00:32:49.183
We went to the place.

00:32:49.663 --> 00:32:52.184
We were there with other business owners.

00:32:52.885 --> 00:32:55.527
We studied, we read, we tested.

00:32:55.586 --> 00:32:58.489
There was a person in the room answering

00:32:58.528 --> 00:32:59.429
questions if we needed.

00:32:59.469 --> 00:33:00.470
It was all self-paced.

00:33:00.549 --> 00:33:01.750
It was all self-directed.

00:33:03.090 --> 00:33:04.771
And so it's like, all right,

00:33:04.791 --> 00:33:06.613
so I don't feel like a total moron.

00:33:07.212 --> 00:33:08.753
My rationalization is...

00:33:09.567 --> 00:33:12.229
the price and the fact that we went

00:33:12.288 --> 00:33:14.671
off site made us do it.

00:33:14.830 --> 00:33:16.571
We knew this is what we needed to

00:33:16.592 --> 00:33:16.832
do.

00:33:18.232 --> 00:33:18.972
If it was less,

00:33:19.012 --> 00:33:20.394
we would have just wasted, you know,

00:33:20.453 --> 00:33:21.773
the time and the money we wouldn't have

00:33:21.794 --> 00:33:22.115
done it.

00:33:22.174 --> 00:33:25.556
So I agree all the information she would

00:33:25.596 --> 00:33:29.238
get from that investment is readily

00:33:29.278 --> 00:33:30.439
available for free.

00:33:30.739 --> 00:33:30.898
Correct.

00:33:30.939 --> 00:33:32.500
You're never paying for that.

00:33:32.519 --> 00:33:34.621
You're paying for the commitment and the

00:33:34.661 --> 00:33:36.682
accountability and that kind of stuff.

00:33:39.515 --> 00:33:39.935
And you know,

00:33:40.777 --> 00:33:41.837
so what happens in the clinic?

00:33:41.877 --> 00:33:43.440
I just told a woman yesterday,

00:33:43.480 --> 00:33:44.340
she wanted to know,

00:33:44.401 --> 00:33:45.502
what are my cash rates?

00:33:46.324 --> 00:33:48.226
I said, look, you could pay,

00:33:48.686 --> 00:33:50.528
but what are you paying me to do?

00:33:51.390 --> 00:33:52.612
I can tell you right now,

00:33:53.031 --> 00:33:54.213
everything you're doing is great.

00:33:54.814 --> 00:33:57.155
There is nothing you need me to tell

00:33:57.215 --> 00:33:59.938
you for another two hundred dollars that

00:33:59.978 --> 00:34:01.338
I'm not telling you right now.

00:34:01.740 --> 00:34:02.760
You told me your history.

00:34:02.780 --> 00:34:03.941
You told me your situation.

00:34:04.001 --> 00:34:05.343
I'm telling you you're doing the right

00:34:05.383 --> 00:34:05.742
stuff.

00:34:06.163 --> 00:34:09.286
There is nothing more I could tell you.

00:34:10.005 --> 00:34:11.347
But if you need to pay me the

00:34:11.427 --> 00:34:13.248
money to believe what I'm telling you

00:34:13.289 --> 00:34:14.150
right now for free,

00:34:15.005 --> 00:34:16.126
Okay, go ahead and do it.

00:34:16.268 --> 00:34:17.309
I don't feel good about it,

00:34:17.889 --> 00:34:19.130
but go ahead and do it because this

00:34:19.170 --> 00:34:20.431
is what you need to do.

00:34:21.072 --> 00:34:23.355
But there is absolutely nothing new I'm

00:34:23.394 --> 00:34:25.137
going to tell you after you give me

00:34:25.177 --> 00:34:26.579
the two hundred dollars that I'm not

00:34:26.619 --> 00:34:27.619
telling you right now.

00:34:27.719 --> 00:34:28.581
You are good.

00:34:28.981 --> 00:34:30.202
Keep doing what you're doing.

00:34:30.824 --> 00:34:32.806
Don't worry about changing anything.

00:34:33.347 --> 00:34:35.168
But but what she wanted was.

00:34:36.891 --> 00:34:37.512
guidance.

00:34:37.731 --> 00:34:39.213
She wanted a Sherpa, right?

00:34:39.233 --> 00:34:40.432
That's what people sort of want.

00:34:40.452 --> 00:34:42.434
It's why you hire a coach, right?

00:34:42.454 --> 00:34:44.554
It's why you hire a physical therapist.

00:34:45.614 --> 00:34:47.715
But PTs would get real gun-shy about that.

00:34:47.735 --> 00:34:48.396
Well, no, no, no.

00:34:48.436 --> 00:34:50.675
You hired me because of my clinical

00:34:50.775 --> 00:34:53.277
excellence and my pattern recognition.

00:34:53.317 --> 00:34:53.996
I'm like, yeah,

00:34:54.197 --> 00:34:55.577
those are table stakes though, right?

00:34:55.597 --> 00:34:57.117
That's what everybody's supposed to have.

00:34:57.418 --> 00:34:59.318
You're supposed to be able to diagnose and

00:34:59.338 --> 00:34:59.739
treat.

00:35:00.398 --> 00:35:01.219
What else do you do?

00:35:01.260 --> 00:35:02.039
Because right now,

00:35:03.188 --> 00:35:05.208
Pieces of technology are getting real good

00:35:05.248 --> 00:35:06.329
at some of the other things we like

00:35:06.369 --> 00:35:07.250
to hang our hat on.

00:35:07.670 --> 00:35:09.110
But I think they were never the thing

00:35:09.130 --> 00:35:10.411
that people were buying in the first

00:35:10.471 --> 00:35:10.831
place.

00:35:11.291 --> 00:35:13.231
But that's challenging someone's

00:35:13.293 --> 00:35:14.353
professional identity,

00:35:14.893 --> 00:35:16.514
which sometimes is not a smart thing to

00:35:16.554 --> 00:35:16.733
do.

00:35:17.554 --> 00:35:18.635
But push back pretty hard.

00:35:19.394 --> 00:35:21.596
Even this conversation back to the

00:35:21.635 --> 00:35:22.697
employment offer,

00:35:23.217 --> 00:35:25.038
these are important conversations.

00:35:25.077 --> 00:35:25.458
You know,

00:35:25.498 --> 00:35:28.318
like somebody coming to work for me needs

00:35:28.378 --> 00:35:29.500
to understand.

00:35:30.159 --> 00:35:32.081
I am basically going to assume

00:35:33.398 --> 00:35:35.260
Everything out there is bullshit.

00:35:35.860 --> 00:35:37.641
Everything out there is no better than

00:35:37.701 --> 00:35:38.121
sham.

00:35:38.460 --> 00:35:39.481
You want a dry needle,

00:35:39.521 --> 00:35:40.561
you want a shockwave,

00:35:40.581 --> 00:35:41.282
you want to do this,

00:35:41.302 --> 00:35:41.922
you want to do that.

00:35:42.262 --> 00:35:42.842
That's awesome.

00:35:43.083 --> 00:35:44.403
Do whatever you want to do.

00:35:44.463 --> 00:35:46.005
Do what you have to do to convince

00:35:46.025 --> 00:35:48.204
yourself that this is something of value

00:35:48.726 --> 00:35:50.385
so that you can charge the rate you

00:35:50.425 --> 00:35:51.166
want to charge.

00:35:51.586 --> 00:35:53.487
But understand at my core,

00:35:54.639 --> 00:35:56.721
Nothing you were doing is any better than

00:35:57.181 --> 00:35:59.623
lifting some heavy weights and exercising

00:35:59.682 --> 00:36:01.923
more consistently, reducing your stress,

00:36:01.963 --> 00:36:03.905
improving your sleep, eating better food.

00:36:04.965 --> 00:36:07.748
And so don't come to me looking for

00:36:07.827 --> 00:36:09.208
affirmation to say, wow,

00:36:09.248 --> 00:36:10.769
this fancy new gadget is gonna

00:36:10.809 --> 00:36:12.431
revolutionize physical therapy.

00:36:13.288 --> 00:36:16.771
come to me if you agree with the

00:36:16.851 --> 00:36:19.333
mindset that none of that stuff matters.

00:36:19.353 --> 00:36:20.172
It's all theater.

00:36:20.233 --> 00:36:22.235
It's all about the experience and

00:36:22.275 --> 00:36:24.016
convincing somebody that they're getting

00:36:24.076 --> 00:36:26.217
something worth three hundred dollars

00:36:26.938 --> 00:36:30.581
versus, you know, the simplistic look,

00:36:31.481 --> 00:36:33.302
lifestyle affected you in this way.

00:36:33.842 --> 00:36:35.403
We got to reverse thirty years of

00:36:35.465 --> 00:36:38.367
lifestyle choices with hopefully five

00:36:38.407 --> 00:36:39.927
years of better choices.

00:36:40.253 --> 00:36:40.572
Correct.

00:36:41.074 --> 00:36:41.233
Yeah.

00:36:41.954 --> 00:36:42.755
All right.

00:36:42.775 --> 00:36:43.755
I'm definitely going to pull that

00:36:43.795 --> 00:36:46.117
transcript because part of my job right

00:36:46.157 --> 00:36:48.938
now is solving this big, giant problem.

00:36:48.978 --> 00:36:50.099
And everybody I've run into,

00:36:50.260 --> 00:36:51.019
I like to ask them,

00:36:51.721 --> 00:36:53.061
what are you doing now that's worked?

00:36:54.143 --> 00:36:56.043
What have you done that hasn't worked?

00:36:56.063 --> 00:36:57.244
Let's rule out things.

00:36:57.945 --> 00:36:59.425
And where do you think your biggest

00:37:00.266 --> 00:37:01.226
opportunity might be?

00:37:02.128 --> 00:37:04.769
And we love to triple down on the

00:37:04.789 --> 00:37:06.490
things that we did five years ago.

00:37:06.590 --> 00:37:07.010
We're human.

00:37:07.331 --> 00:37:07.692
We're human.

00:37:08.032 --> 00:37:08.672
Big, dumb animals.

00:37:08.693 --> 00:37:09.253
We're human beings.

00:37:09.693 --> 00:37:11.253
We will triple down the thing that used

00:37:11.273 --> 00:37:13.695
to work because this is why casinos make

00:37:13.735 --> 00:37:14.076
money on.

00:37:14.416 --> 00:37:14.556
Well,

00:37:14.577 --> 00:37:16.097
I won once when I put the quarter

00:37:16.137 --> 00:37:17.938
in and pulled the handle down.

00:37:18.699 --> 00:37:19.920
I know what that feeling feels like.

00:37:19.940 --> 00:37:21.021
So I'm going to do that for six

00:37:21.061 --> 00:37:22.702
hours until I get that dopamine hit.

00:37:23.081 --> 00:37:23.583
That ain't it.

00:37:23.603 --> 00:37:25.284
It's not it.

00:37:27.766 --> 00:37:28.467
So I'm going to operate.

00:37:28.746 --> 00:37:29.887
So my goal is,

00:37:30.007 --> 00:37:31.708
or one of my strategies is short form

00:37:31.728 --> 00:37:32.608
video for jobs.

00:37:33.070 --> 00:37:33.289
I don't,

00:37:33.449 --> 00:37:34.731
I have not seen anybody do it.

00:37:34.751 --> 00:37:35.731
Have you seen anybody do it?

00:37:35.751 --> 00:37:37.492
Like a straight up job,

00:37:37.532 --> 00:37:39.074
just a straight up job sell.

00:37:40.454 --> 00:37:42.195
My twist is a little Ryan Reynolds,

00:37:42.215 --> 00:37:43.036
a little mint mobile,

00:37:43.195 --> 00:37:44.197
a little tongue in cheek,

00:37:44.217 --> 00:37:45.277
a little break the fourth wall.

00:37:46.657 --> 00:37:48.117
But I don't want a hundred people to

00:37:48.157 --> 00:37:48.518
like it.

00:37:48.637 --> 00:37:49.778
If I show it to a hundred people,

00:37:49.858 --> 00:37:52.099
I do not a hundred people liking that

00:37:52.139 --> 00:37:53.958
job or wanting that job is a failure

00:37:53.998 --> 00:37:54.518
on my part.

00:37:54.878 --> 00:37:55.599
I want three.

00:37:56.119 --> 00:37:57.960
I want to piss ninety seven people off

00:37:58.280 --> 00:38:00.179
or push them away because I want three

00:38:00.199 --> 00:38:00.739
people to go.

00:38:01.380 --> 00:38:02.141
That is what I want.

00:38:02.161 --> 00:38:03.481
And it sounds like he's being truthful.

00:38:04.420 --> 00:38:05.820
So I'll take one step forward.

00:38:06.061 --> 00:38:07.762
And I always say fifteen minute

00:38:07.782 --> 00:38:09.442
conversation, not a job interview next,

00:38:09.782 --> 00:38:10.702
because I think you're right.

00:38:11.101 --> 00:38:12.663
I think if I have to formally apply,

00:38:12.682 --> 00:38:14.603
if the next step is and I swear

00:38:14.623 --> 00:38:14.762
to God,

00:38:16.041 --> 00:38:18.590
If you run a company and your job

00:38:18.630 --> 00:38:21.139
application process requires me to upload

00:38:21.179 --> 00:38:21.722
my resume,

00:38:23.931 --> 00:38:26.452
and then fill in the blanks of all

00:38:26.492 --> 00:38:28.192
the things my resume just told you?

00:38:29.293 --> 00:38:30.132
No.

00:38:30.172 --> 00:38:30.612
Don't do it.

00:38:30.952 --> 00:38:32.092
It's twenty twenty-six.

00:38:32.833 --> 00:38:35.353
Push back on your applicant tracking

00:38:35.393 --> 00:38:35.713
system.

00:38:35.773 --> 00:38:38.175
That is sacrilegious in my book.

00:38:38.994 --> 00:38:40.054
But I would rather just say,

00:38:40.795 --> 00:38:41.936
if this sounds like it's for you,

00:38:42.416 --> 00:38:43.516
I like text Tony.

00:38:44.697 --> 00:38:46.237
I like text, don't text us,

00:38:46.277 --> 00:38:47.677
don't text company name.

00:38:47.998 --> 00:38:49.318
I like text Sandra.

00:38:50.318 --> 00:38:51.619
And just ask her.

00:38:51.838 --> 00:38:52.518
Fifteen minutes.

00:38:53.802 --> 00:38:54.503
That's it,

00:38:54.742 --> 00:38:56.523
lower the stakes because that could be,

00:38:56.724 --> 00:38:58.385
the wall's too high, it's too formal,

00:38:58.405 --> 00:38:59.284
I don't understand this.

00:38:59.585 --> 00:39:00.706
And the funny part is all the business

00:39:00.746 --> 00:39:02.726
owners are like, we're super chill here,

00:39:03.007 --> 00:39:04.487
and we're super, it's just whatever.

00:39:04.586 --> 00:39:04.967
And I'm like, yeah,

00:39:04.987 --> 00:39:06.907
but your ad makes it look like I'm

00:39:06.927 --> 00:39:08.088
applying for the FBI.

00:39:08.911 --> 00:39:10.773
And that puts distance between us.

00:39:10.873 --> 00:39:11.934
It doesn't bring us closer.

00:39:12.275 --> 00:39:13.335
So I like, hey, listen,

00:39:13.496 --> 00:39:15.458
if this even sounds moderately like

00:39:15.797 --> 00:39:17.199
something you might want to do, dude,

00:39:17.260 --> 00:39:18.041
text Sandra.

00:39:18.481 --> 00:39:19.702
She's just chilling in the back.

00:39:19.862 --> 00:39:20.762
She'd love to talk to you.

00:39:21.143 --> 00:39:22.204
Like, make it a human.

00:39:22.664 --> 00:39:22.985
I don't know.

00:39:23.045 --> 00:39:24.266
I haven't seen anybody do this yet,

00:39:24.306 --> 00:39:25.588
but I'm going to triple down on it.

00:39:26.309 --> 00:39:27.449
And that, you know,

00:39:28.010 --> 00:39:30.914
look at the new patient admission process

00:39:30.934 --> 00:39:33.315
for some clinics versus others, right?

00:39:33.755 --> 00:39:36.639
You look, I'm going to swing this around.

00:39:37.340 --> 00:39:38.960
When you walk into my door,

00:39:39.422 --> 00:39:41.242
there's one page and one signature.

00:39:41.543 --> 00:39:42.083
That's it.

00:39:42.123 --> 00:39:44.186
There's no health questionnaire.

00:39:44.445 --> 00:39:46.527
There's no five pages,

00:39:46.568 --> 00:39:49.050
twenty pages of past medical history.

00:39:49.771 --> 00:39:50.692
There's none of that stuff.

00:39:51.893 --> 00:39:53.853
Yes, I don't value that stuff.

00:39:53.913 --> 00:39:55.353
I don't think any of that stuff helps

00:39:55.434 --> 00:39:56.434
me in any way because I'm going to

00:39:56.454 --> 00:39:58.233
have that conversation with the human

00:39:58.273 --> 00:39:59.273
during the treatment,

00:39:59.293 --> 00:40:01.235
during the evaluation anyway.

00:40:01.994 --> 00:40:04.135
But there are providers listening to this

00:40:04.155 --> 00:40:07.936
show right now who send packets of forms,

00:40:08.076 --> 00:40:09.155
electronic or paper,

00:40:09.795 --> 00:40:12.536
and they expect their potential client to

00:40:12.697 --> 00:40:16.878
do a college essay for a PhD before

00:40:16.918 --> 00:40:18.057
they even get scheduled.

00:40:18.757 --> 00:40:18.918
And,

00:40:19.057 --> 00:40:21.018
and obviously that's not the kind of

00:40:21.057 --> 00:40:24.039
employer who's going to use you to create

00:40:24.079 --> 00:40:26.418
those videos because like you,

00:40:27.280 --> 00:40:28.840
somebody I've never talked to on the phone

00:40:28.880 --> 00:40:29.900
calls me and they're like, Hey,

00:40:29.940 --> 00:40:30.900
my shoulder's bugging me.

00:40:30.920 --> 00:40:31.659
What do I need to do?

00:40:32.119 --> 00:40:32.661
Come on in.

00:40:32.681 --> 00:40:33.360
We'll figure it out.

00:40:34.041 --> 00:40:34.940
You know, Hey, I'm,

00:40:35.201 --> 00:40:36.541
I'm bored at my job.

00:40:36.601 --> 00:40:37.920
I want to do something different.

00:40:38.402 --> 00:40:38.882
Come on in.

00:40:38.902 --> 00:40:40.442
Let's chat or let's,

00:40:40.541 --> 00:40:41.541
let's just talk right now.

00:40:41.722 --> 00:40:42.081
You know,

00:40:42.101 --> 00:40:44.202
I think it doesn't have to be that

00:40:44.242 --> 00:40:44.882
complicated.

00:40:45.563 --> 00:40:46.143
It doesn't.

00:40:49.242 --> 00:40:50.902
I was watching a video about something

00:40:51.543 --> 00:40:52.123
psychology,

00:40:52.143 --> 00:40:55.025
and they gave groups of adults and groups

00:40:55.065 --> 00:40:57.306
of children the same prompt.

00:40:58.067 --> 00:40:59.186
And the prompt was,

00:41:01.148 --> 00:41:04.730
it's either build a Lego tower or change

00:41:04.769 --> 00:41:05.650
a Lego tower.

00:41:05.971 --> 00:41:08.052
And I think the distinction was important,

00:41:08.072 --> 00:41:08.913
but I'll find the video.

00:41:09.733 --> 00:41:12.554
And to prevent a Lego figurine from

00:41:12.594 --> 00:41:13.295
getting crushed,

00:41:13.335 --> 00:41:15.016
you had to put a weight on top

00:41:16.021 --> 00:41:17.360
And you had to make sure that the

00:41:17.400 --> 00:41:19.001
platform prevented the thing from getting

00:41:19.041 --> 00:41:19.362
crushed.

00:41:19.762 --> 00:41:20.222
And they were like,

00:41:20.501 --> 00:41:22.782
most of the adults added stuff.

00:41:23.083 --> 00:41:24.083
They added crap.

00:41:24.963 --> 00:41:27.063
And most of the children took stuff away.

00:41:27.344 --> 00:41:29.023
And there's a whole Japanese theory around

00:41:29.043 --> 00:41:29.224
this.

00:41:29.284 --> 00:41:30.344
I can't remember what it's called.

00:41:30.384 --> 00:41:30.824
But it's like,

00:41:31.985 --> 00:41:33.824
our first reaction for some reason is,

00:41:33.965 --> 00:41:35.264
let's add some stuff to it.

00:41:36.746 --> 00:41:38.405
But we've seen most of the success is

00:41:38.465 --> 00:41:40.606
when, what does it need to be here?

00:41:40.907 --> 00:41:42.126
And I feel like I have an edge

00:41:42.166 --> 00:41:42.467
on this.

00:41:43.699 --> 00:41:45.300
Because for fifteen years when I worked in

00:41:45.340 --> 00:41:47.742
radio stations, I only had one dimension.

00:41:48.161 --> 00:41:50.302
Until websites really came along from,

00:41:50.663 --> 00:41:50.862
you know,

00:41:51.123 --> 00:41:53.443
nineteen ninety-seven to whenever websites

00:41:53.483 --> 00:41:55.605
were not just around but enough that we

00:41:55.625 --> 00:41:57.106
were consistently updating them.

00:41:57.246 --> 00:41:57.646
Because remember,

00:41:57.666 --> 00:41:59.007
the first couple years of a website for

00:41:59.027 --> 00:41:59.407
a business,

00:41:59.726 --> 00:42:00.867
you built it and let it sit there.

00:42:00.887 --> 00:42:02.128
You didn't change stuff, right?

00:42:03.068 --> 00:42:04.289
We only had one dimension.

00:42:05.322 --> 00:42:06.822
You play too many sounds at once,

00:42:06.862 --> 00:42:08.262
you know that's gonna be unsuccessful.

00:42:08.282 --> 00:42:09.483
The brain's not gonna be able to process

00:42:09.503 --> 00:42:09.682
that.

00:42:10.184 --> 00:42:12.164
So we practiced whatever this Japanese

00:42:12.204 --> 00:42:12.864
theory was.

00:42:13.224 --> 00:42:14.565
What do I need to remove?

00:42:14.664 --> 00:42:15.985
What has to be there?

00:42:16.885 --> 00:42:18.726
What's need to have and what's nice to

00:42:18.766 --> 00:42:18.965
have?

00:42:19.567 --> 00:42:20.126
No offense,

00:42:20.286 --> 00:42:21.887
nice to have is actually not nice.

00:42:22.266 --> 00:42:23.367
There's the quote of the episode.

00:42:23.967 --> 00:42:25.630
What does not need to be there?

00:42:26.090 --> 00:42:26.371
Out.

00:42:26.791 --> 00:42:27.211
It's out.

00:42:27.271 --> 00:42:30.394
Pretend you're one of those bomber pilots

00:42:30.896 --> 00:42:33.557
over Japan when they run out of gas.

00:42:33.739 --> 00:42:34.539
Throw everything out.

00:42:34.940 --> 00:42:35.501
It's a gun.

00:42:35.521 --> 00:42:36.121
We need guns.

00:42:36.141 --> 00:42:37.061
We're going to crash.

00:42:37.483 --> 00:42:38.304
Guns are important.

00:42:38.463 --> 00:42:40.226
Not crashing is more important.

00:42:40.525 --> 00:42:41.686
So we have to start to act like

00:42:41.706 --> 00:42:43.409
that because I think our first response

00:42:43.429 --> 00:42:45.411
for some reason is, by the course...

00:42:46.311 --> 00:42:48.494
add to the app if it's ten questions

00:42:48.534 --> 00:42:50.574
make it twenty because it'll be better and

00:42:50.755 --> 00:42:52.536
i actually think the opposite is true i

00:42:52.596 --> 00:42:54.878
think it's what doesn't need to be there

00:42:55.378 --> 00:42:58.760
get it the hell out yeah yeah you

00:42:58.780 --> 00:43:02.402
know you mentioned the course again uh i

00:43:02.422 --> 00:43:04.784
i right now i'm trying to continue to

00:43:04.804 --> 00:43:08.206
build my facebook there's a guy he he's

00:43:08.246 --> 00:43:12.891
in the financial space he's uh mike what

00:43:12.990 --> 00:43:14.532
no the one i'm thinking about

00:43:15.588 --> 00:43:16.369
I don't know.

00:43:16.389 --> 00:43:18.889
He's funny and a good guy.

00:43:19.610 --> 00:43:20.769
He teaches a course.

00:43:21.570 --> 00:43:24.331
I want to buy the course so badly.

00:43:24.751 --> 00:43:27.692
Everything in me physiologically is like,

00:43:27.911 --> 00:43:28.753
buy this, buy this,

00:43:29.032 --> 00:43:30.952
because I want to solve the pain problem.

00:43:31.432 --> 00:43:33.614
The pain is I'm not where I want

00:43:33.653 --> 00:43:34.054
to be.

00:43:34.474 --> 00:43:36.074
I want more views and more money.

00:43:36.155 --> 00:43:37.775
This guy is where I want to be.

00:43:37.994 --> 00:43:40.175
I want him to bring me there.

00:43:41.755 --> 00:43:44.916
But there's a little bit of logic left

00:43:44.956 --> 00:43:46.697
in my brain that's like,

00:43:47.077 --> 00:43:48.739
listen to what he says.

00:43:48.818 --> 00:43:50.219
He doesn't have the answer.

00:43:50.280 --> 00:43:51.320
None of us have the answer.

00:43:51.340 --> 00:43:53.342
The YouTube guy doesn't have the answer.

00:43:53.862 --> 00:43:56.224
We have an educated guess based on

00:43:56.284 --> 00:43:57.123
experience.

00:43:57.605 --> 00:43:59.826
We know that past performance doesn't

00:43:59.846 --> 00:44:01.907
predict future performance.

00:44:02.467 --> 00:44:03.228
And so I'm like,

00:44:03.748 --> 00:44:04.949
I want to buy it.

00:44:05.088 --> 00:44:06.289
I want to give them the money.

00:44:06.550 --> 00:44:08.210
But I know that once I do,

00:44:08.351 --> 00:44:10.231
I'm not going to get what I think

00:44:10.452 --> 00:44:10.972
I want.

00:44:11.492 --> 00:44:12.679
Because he can't deliver it.

00:44:12.699 --> 00:44:13.442
He just can't.

00:44:13.784 --> 00:44:15.170
It's physically impossible.

00:44:16.407 --> 00:44:17.867
And so for weeks now,

00:44:17.947 --> 00:44:19.568
I'm struggling with this.

00:44:20.628 --> 00:44:23.170
I can feel myself looking for reasons to

00:44:23.210 --> 00:44:24.389
justify the purchase.

00:44:24.409 --> 00:44:25.670
And I've done this my whole life.

00:44:25.690 --> 00:44:28.471
I've got a I've got a six thousand

00:44:28.510 --> 00:44:31.891
dollar fourth plate sitting in storage

00:44:31.911 --> 00:44:32.952
that I use twice.

00:44:33.811 --> 00:44:36.032
I've got a eight thousand dollar Harley

00:44:36.092 --> 00:44:38.452
sitting in storage that I use for a

00:44:38.492 --> 00:44:38.793
year.

00:44:39.293 --> 00:44:39.393
Like,

00:44:39.454 --> 00:44:41.534
I've got all this crap that I haven't,

00:44:41.594 --> 00:44:41.954
you know,

00:44:42.373 --> 00:44:44.175
that I've totally wasted money on.

00:44:44.974 --> 00:44:45.516
And so it's like,

00:44:45.695 --> 00:44:48.217
when do we as humans learn the lesson?

00:44:48.617 --> 00:44:52.541
We keep repeating the mistake and it seems

00:44:52.681 --> 00:44:55.123
so hard for us to finally learn the

00:44:55.163 --> 00:44:55.503
lesson.

00:44:55.923 --> 00:44:56.923
And I've said this before,

00:44:57.204 --> 00:44:58.826
and I think people take it an attack

00:44:58.865 --> 00:45:01.367
on their own personality when I say we

00:45:01.387 --> 00:45:04.650
make emotional decisions and then we try

00:45:04.690 --> 00:45:05.710
to back them up with logic.

00:45:05.831 --> 00:45:06.552
Just what you said.

00:45:07.188 --> 00:45:08.608
You already made the emotional decision.

00:45:08.728 --> 00:45:09.228
I want it.

00:45:09.730 --> 00:45:11.570
Now you're trying to make the logical

00:45:12.311 --> 00:45:15.454
argument to yourself, ironically, to say,

00:45:15.554 --> 00:45:17.434
this is why if I give three hundred

00:45:17.454 --> 00:45:18.715
dollars or a thousand dollars,

00:45:19.175 --> 00:45:21.478
it will be worth fifteen hundred.

00:45:21.777 --> 00:45:23.159
It'll be worth more than I paid.

00:45:23.219 --> 00:45:24.360
The juice is worth a squeeze.

00:45:24.989 --> 00:45:25.690
Let's wrap the show.

00:45:25.710 --> 00:45:27.110
I've got somebody waiting on me.

00:45:27.411 --> 00:45:29.393
Parting shot.

00:45:29.612 --> 00:45:31.414
Come back on Thursday.

00:45:31.795 --> 00:45:34.637
We'll have your version and my version of

00:45:34.717 --> 00:45:36.217
the job ad,

00:45:36.898 --> 00:45:38.360
and let's see what they look like.

00:45:38.679 --> 00:45:38.920
Yep.

00:45:38.980 --> 00:45:40.201
I think this would be helpful for Dave,

00:45:40.240 --> 00:45:41.181
too, because that's his clinic.

00:45:42.722 --> 00:45:44.264
I would say challenge yourself to walk

00:45:44.304 --> 00:45:45.065
around today,

00:45:45.085 --> 00:45:46.065
whenever you're listening to this,

00:45:46.106 --> 00:45:46.467
and ask,

00:45:46.527 --> 00:45:49.128
what can I remove from this process to

00:45:49.188 --> 00:45:50.750
make it better or easier?

00:45:50.769 --> 00:45:51.811
All right, Tony, I'll see you on Thursday.

00:45:53.463 --> 00:45:53.664
That's it.

00:45:53.684 --> 00:45:53.903
We're out.

00:45:53.923 --> 00:45:55.445
Boys, what the hell are you doing?

00:45:55.485 --> 00:45:58.306
Follow Tony Maritato on YouTube at Total

00:45:58.347 --> 00:45:59.387
Therapy Solution.

00:45:59.447 --> 00:46:00.447
Find Dave Kittle at

00:46:00.467 --> 00:46:03.650
conciergepainrelief.com and on YouTube at

00:46:03.670 --> 00:46:04.831
The Dave Kittle Show.

00:46:05.170 --> 00:46:08.092
And follow Jimmy McKay at PT Podcasts on

00:46:08.193 --> 00:46:09.474
YouTube, the socials,

00:46:09.574 --> 00:46:11.355
and wherever you binge podcasts you

00:46:11.375 --> 00:46:13.036
pretend are for CEUs.

00:46:13.356 --> 00:46:14.797
And hey, just a reminder,

00:46:15.277 --> 00:46:16.559
none of this was for advice.

00:46:16.579 --> 00:46:18.039
This was for entertainment only.

00:46:18.400 --> 00:46:19.760
Our lawyers say that counts.

00:46:19.840 --> 00:46:20.742
Thanks, Keith.