บทถอดความฉบับเต็มของ Stop Overthinking Content. Start Getting Reps.

00:01:31.871 --> 00:01:34.093 So Tony and I were talking just before 00:01:34.194 --> 00:01:35.974 we hit go and we are going to 00:01:35.995 --> 00:01:37.316 get into something very, very different. 00:01:37.995 --> 00:01:39.656 And this is interactive, 00:01:39.917 --> 00:01:41.438 but it's interactive not just while we're 00:01:41.457 --> 00:01:42.399 alive right now. 00:01:42.759 --> 00:01:44.079 This will be interactive for the next 00:01:44.420 --> 00:01:45.480 thirty days in October. 00:01:46.762 --> 00:01:48.102 But I'll wrap with this. 00:01:48.623 --> 00:01:50.243 Had a great time at APTA Florida. 00:01:51.704 --> 00:01:53.787 Their annual conference dropped a keynote. 00:01:54.546 --> 00:01:57.168 I spent a lot more time practicing 00:01:58.742 --> 00:02:00.185 And I like to think I'm pretty good 00:02:00.204 --> 00:02:01.046 in front of a crowd. 00:02:01.826 --> 00:02:03.829 I've got twenty something years worth of 00:02:03.890 --> 00:02:06.572 experience and I practice because it 00:02:06.614 --> 00:02:07.093 matters. 00:02:07.415 --> 00:02:07.834 Like, you know, 00:02:07.855 --> 00:02:09.276 a couple hundred people were paying to be 00:02:09.638 --> 00:02:10.859 a couple hundred people were paying to be 00:02:10.878 --> 00:02:11.058 there. 00:02:11.240 --> 00:02:12.842 They weren't paying to be there to see 00:02:12.921 --> 00:02:13.062 me. 00:02:14.175 --> 00:02:15.175 but I had an opportunity, 00:02:15.455 --> 00:02:17.376 and you know damn well, I was like, 00:02:17.436 --> 00:02:18.776 they're gonna leave this room, and, 00:02:19.477 --> 00:02:20.417 twenty percent of them is, 00:02:20.537 --> 00:02:21.977 I want them to remember one thing in 00:02:21.997 --> 00:02:22.276 a week. 00:02:22.317 --> 00:02:23.237 That was my goal, right? 00:02:23.358 --> 00:02:24.698 And that sounds low, but ironically, 00:02:24.717 --> 00:02:25.538 that's a high goal. 00:02:26.399 --> 00:02:27.739 And, thought it went well, 00:02:28.639 --> 00:02:29.560 I shared the keynote, 00:02:29.699 --> 00:02:31.120 because I have some toys, 00:02:31.439 --> 00:02:32.240 I bought a couple of, 00:02:32.800 --> 00:02:34.320 I got the Osmo Pocket Three. 00:02:34.381 --> 00:02:35.942 Okay, yeah. 00:02:36.042 --> 00:02:37.262 It's essentially a little camera, 00:02:37.382 --> 00:02:39.582 it's a little bit bigger than an electric 00:02:39.622 --> 00:02:40.103 toothbrush. 00:02:41.188 --> 00:02:42.109 but there's a feature on it, 00:02:42.149 --> 00:02:43.870 I can double tap the screen and it'll 00:02:43.949 --> 00:02:46.830 follow me around the stage if I move. 00:02:47.031 --> 00:02:47.611 So dope, 00:02:47.671 --> 00:02:48.972 it's as if I have a camera operator. 00:02:49.473 --> 00:02:50.092 That went well, 00:02:50.133 --> 00:02:51.353 that's up on my YouTube if you wanna 00:02:51.372 --> 00:02:51.712 see it. 00:02:51.913 --> 00:02:52.894 I heard from some people, 00:02:52.933 --> 00:02:54.054 it did make a couple people cry, 00:02:54.133 --> 00:02:55.754 cause I did, I told some personal stories. 00:02:56.435 --> 00:02:57.596 And the last thing I'll say is I 00:02:57.616 --> 00:02:58.395 met a student, 00:02:58.475 --> 00:02:59.477 I'm not gonna call her out. 00:03:00.330 --> 00:03:01.371 Most people tell me, 00:03:01.390 --> 00:03:02.972 I want to start a podcast like you 00:03:02.991 --> 00:03:03.051 did. 00:03:03.072 --> 00:03:04.331 And I say, so I say, 00:03:04.573 --> 00:03:05.293 here's my number. 00:03:05.532 --> 00:03:06.593 If you don't call in the next seven 00:03:06.633 --> 00:03:07.895 days, the offers off the table, 00:03:08.395 --> 00:03:10.876 but the offer is this it's free, free. 00:03:10.955 --> 00:03:11.616 I will hang out with you. 00:03:11.637 --> 00:03:12.537 I'll talk to you for an hour. 00:03:12.777 --> 00:03:13.798 I will answer every question. 00:03:13.997 --> 00:03:14.558 I'll record it. 00:03:14.618 --> 00:03:15.359 I'll give you the notes. 00:03:16.199 --> 00:03:19.361 She followed up on Tuesday and we talked 00:03:19.382 --> 00:03:19.901 for an hour. 00:03:20.062 --> 00:03:21.983 And then the next offer is I will, 00:03:22.342 --> 00:03:24.764 you book another call in the next thirty 00:03:24.805 --> 00:03:25.104 days. 00:03:25.125 --> 00:03:26.086 It's gotta be thirty days, 00:03:26.445 --> 00:03:28.306 but you have to have recorded one episode. 00:03:29.830 --> 00:03:30.730 and I have to be able to hear 00:03:30.790 --> 00:03:32.292 it, like really just to prove it, right? 00:03:32.913 --> 00:03:34.614 And I gotta be honest, 00:03:34.814 --> 00:03:35.816 at first when I met her, 00:03:35.876 --> 00:03:38.758 she seemed a little shy, 00:03:38.777 --> 00:03:39.519 but she followed through. 00:03:39.838 --> 00:03:41.441 I don't care if your personality is not 00:03:41.520 --> 00:03:41.800 big. 00:03:42.201 --> 00:03:43.663 She followed through, 00:03:44.343 --> 00:03:46.506 which will be the theme of what we're 00:03:46.526 --> 00:03:47.727 going to talk about today. 00:03:48.567 --> 00:03:49.608 We do not need you to be the 00:03:49.668 --> 00:03:50.508 best at anything. 00:03:51.069 --> 00:03:51.849 It doesn't mean we don't want you to 00:03:51.870 --> 00:03:52.191 get better, 00:03:52.730 --> 00:03:53.651 but I don't need you to be the 00:03:53.671 --> 00:03:55.032 best at anything to start. 00:03:55.774 --> 00:03:57.835 The thing that will make the difference is 00:03:57.974 --> 00:03:58.895 following through. 00:03:58.936 --> 00:04:00.697 This sounds like we're talking to third 00:04:00.736 --> 00:04:02.978 graders, but the rules still apply. 00:04:03.117 --> 00:04:05.840 Following through will put you ahead of 00:04:06.580 --> 00:04:08.320 more than ninety percent of the people 00:04:08.360 --> 00:04:10.262 that you're, quote, competing with. 00:04:10.502 --> 00:04:10.842 Ironically, 00:04:10.861 --> 00:04:11.923 you're not competing with anybody. 00:04:12.163 --> 00:04:13.463 You're competing with indifference. 00:04:13.484 --> 00:04:15.685 You're competing

with not showing up. 00:04:16.045 --> 00:04:18.245 So now Tony's going to hijack the podcast 00:04:18.286 --> 00:04:18.586 for this. 00:04:20.228 --> 00:04:21.028 I feel like we need to do like 00:04:21.048 --> 00:04:21.528 a beep. 00:04:23.548 --> 00:04:24.410 It's been hijacked. 00:04:25.307 --> 00:04:27.309 So you had this cool idea and let's 00:04:27.369 --> 00:04:28.408 lay the idea out. 00:04:28.569 --> 00:04:30.011 And then I like how we're giving it 00:04:30.050 --> 00:04:31.271 some pomp and circumstance. 00:04:31.651 --> 00:04:32.653 And we're going to we're going to kick 00:04:32.673 --> 00:04:32.992 it off. 00:04:33.012 --> 00:04:35.514 You're going to kick this idea off soon. 00:04:35.574 --> 00:04:35.875 Yeah. 00:04:36.435 --> 00:04:36.815 Today. 00:04:36.975 --> 00:04:37.336 Right now. 00:04:37.516 --> 00:04:39.016 We're going to kick it off right now. 00:04:40.718 --> 00:04:43.079 This comes from you and I've been doing 00:04:43.100 --> 00:04:43.980 this stuff forever. 00:04:44.081 --> 00:04:44.341 Right. 00:04:44.420 --> 00:04:45.781 It's just we've got the reps. 00:04:45.802 --> 00:04:46.663 We've got the sets. 00:04:46.723 --> 00:04:47.384 We've done it. 00:04:48.300 --> 00:04:50.740 Like you said, 00:04:51.000 --> 00:04:52.541 you just got to take that step. 00:04:52.562 --> 00:04:54.764 It doesn't matter how much you understand 00:04:54.863 --> 00:04:56.824 what walking is, what walking looks like, 00:04:56.865 --> 00:04:57.524 how to walk. 00:04:57.865 --> 00:04:59.725 You read all the books about kinematics 00:04:59.766 --> 00:05:00.846 and kinesiology. 00:05:01.607 --> 00:05:02.987 You got to take that step. 00:05:03.007 --> 00:05:03.767 You got to do it. 00:05:03.788 --> 00:05:03.867 Yeah. 00:05:05.478 --> 00:05:08.019 So what I did was I said, 00:05:09.019 --> 00:05:10.922 every year I've done this March Media 00:05:10.961 --> 00:05:12.161 Madness campaign. 00:05:12.201 --> 00:05:14.343 And it always does really well. 00:05:14.363 --> 00:05:16.625 And we've had people launch really great 00:05:16.764 --> 00:05:18.947 channels with it, grow their channels. 00:05:19.586 --> 00:05:21.649 You had an interaction with a therapist 00:05:21.668 --> 00:05:23.550 who we both know who was ready to 00:05:23.610 --> 00:05:27.211 pay thousands of dollars to hire somebody 00:05:27.252 --> 00:05:29.434 to help them build their YouTube channel. 00:05:29.454 --> 00:05:30.975 I'm like, same like you. 00:05:31.355 --> 00:05:32.295 Why would you do that? 00:05:32.855 --> 00:05:35.341 will's here will wants to relaunch his 00:05:35.641 --> 00:05:39.870 podcast as well so i was like okay 00:05:39.910 --> 00:05:41.653 let's just do a challenge it's good for 00:05:41.692 --> 00:05:43.317 me it's good for jimmy it's good for 00:05:43.357 --> 00:05:44.819 dave it's good for all of us 00:05:45.451 --> 00:05:45.971 What are you reading? 00:05:47.673 --> 00:05:48.293 I'm actually adding, 00:05:48.454 --> 00:05:49.634 I didn't add your YouTube before

we 00:05:49.673 --> 00:05:49.994 started. 00:05:50.375 --> 00:05:52.396 So I added it now. 00:05:52.615 --> 00:05:53.795 So that's what we did. 00:05:53.815 --> 00:05:56.156 And like most things, Jimmy and I both, 00:05:56.218 --> 00:05:57.517 we love to build in public. 00:05:57.577 --> 00:05:58.017 Dave, 00:05:58.519 --> 00:06:01.480 he's totally open to content and critique 00:06:01.519 --> 00:06:02.300 and criticism. 00:06:02.740 --> 00:06:04.682 Dave's like the kid, 00:06:05.221 --> 00:06:06.502 if we were teaching class, 00:06:06.583 --> 00:06:08.543 Dave would be the guy in the beginning, 00:06:08.564 --> 00:06:09.543 in the back of the room. 00:06:09.624 --> 00:06:10.584 And now he's in the front of the 00:06:10.605 --> 00:06:12.065 room going, got it, I'm in. 00:06:12.305 --> 00:06:13.826 Which is cool to watch someone 00:06:14.807 --> 00:06:16.108 change like that, like, Oh, 00:06:16.149 --> 00:06:17.490 I do see some results. 00:06:17.629 --> 00:06:18.930 And it's not because we're selling 00:06:18.992 --> 00:06:19.411 something. 00:06:19.591 --> 00:06:21.153 It's because you just did the push ups. 00:06:21.721 --> 00:06:24.581 yeah yeah so so here's the deal the 00:06:24.601 --> 00:06:27.461 the challenges are easy it's very simple 00:06:27.701 --> 00:06:28.983 we don't charge anything for the 00:06:29.023 --> 00:06:31.702 challenges just join along in what we are 00:06:31.802 --> 00:06:34.963 already doing i come from i was never 00:06:35.004 --> 00:06:38.144 an athlete like my wife major athlete 00:06:38.225 --> 00:06:40.225 scored a thousand points in basketball 00:06:40.305 --> 00:06:42.886 hall of fame played in college played in 00:06:42.925 --> 00:06:45.565 high school played soccer basketball just 00:06:45.605 --> 00:06:47.507 comes from a super athletic family 00:06:49.497 --> 00:06:50.617 That's not me. 00:06:50.677 --> 00:06:52.079 But I did spend time in a martial 00:06:52.139 --> 00:06:52.759 arts academy. 00:06:52.838 --> 00:06:55.240 I did grow up like doing jujitsu, 00:06:55.281 --> 00:06:57.903 doing Muay Thai, doing things, Kali. 00:06:59.004 --> 00:06:59.803 So I'm like, all right, 00:06:59.983 --> 00:07:01.704 how can I leverage some of my background? 00:07:01.764 --> 00:07:03.185 How can I leverage some of the things 00:07:03.206 --> 00:07:04.107 that I want to do? 00:07:04.867 --> 00:07:06.209 And what do I want to do now? 00:07:06.548 --> 00:07:07.108 Right now, 00:07:07.249 --> 00:07:09.750 my personal challenge is I want twenty 00:07:09.790 --> 00:07:11.492 pieces of content a day, 00:07:11.531 --> 00:07:13.293 twenty unique pieces of content. 00:07:13.333 --> 00:07:14.793 You guys know I've done it, 00:07:15.214 --> 00:07:16.735 but I'm not doing it consistently. 00:07:17.196 --> 00:07:17.636 Right. 00:07:17.776 --> 00:07:20.218 I want ten of those pieces of content 00:07:20.237 --> 00:07:21.439 to be reels. 00:07:21.459 --> 00:07:22.120 So I'm like, all right, 00:07:22.240 --> 00:07:23.240 I got to hold my feet to the 00:07:23.281 --> 00:07:24.281 fire a little bit. 00:07:24.862 --> 00:07:26.622 Let's make it a public challenge. 00:07:26.702 --> 00:07:28.584 Let's open the door to whoever wants to 00:07:28.644 --> 00:07:28.985 join. 00:07:29.024 --> 00:07:29.485 But I'm like, 00:07:29.865 --> 00:07:32.286 I can't expect somebody like the student 00:07:32.307 --> 00:07:34.769 you were talking about to jump in with 00:07:34.809 --> 00:07:36.430 twenty pieces of content a day. 00:07:36.651 --> 00:07:38.591 I can't handle twenty pieces of content 00:07:38.692 --> 00:07:39.151 every day. 00:07:39.632 --> 00:07:40.793 So I'm like, all right, let's 00:07:41.293 --> 00:07:42.533 go to the martial arts academy. 00:07:42.553 --> 00:07:43.615 Let's make it a dojo. 00:07:43.675 --> 00:07:44.995 This is our dojo. 00:07:45.014 --> 00:07:46.675 This is our training center. 00:07:47.175 --> 00:07:49.815 You got a white belt who hopefully, 00:07:49.915 --> 00:07:51.596 you know, they're just getting started. 00:07:51.637 --> 00:07:53.036 They see the value of media. 00:07:53.076 --> 00:07:55.557 They want to start building the habits, 00:07:55.637 --> 00:07:57.577 getting the reps, building the routine. 00:07:58.499 --> 00:07:59.899 They come in at the very beginning. 00:07:59.918 --> 00:08:00.098 Look, 00:08:00.732 --> 00:08:01.834 one piece of content a week. 00:08:03.014 --> 00:08:04.798 Then you start moving up the ladder. 00:08:04.838 --> 00:08:06.540 And did you ever do martial arts? 00:08:06.560 --> 00:08:08.081 Do you understand the belt system? 00:08:08.783 --> 00:08:09.363 I understand that. 00:08:09.384 --> 00:08:10.504 Oh, everybody understands the system, 00:08:10.524 --> 00:08:11.747 which is why it's such a great system. 00:08:12.107 --> 00:08:13.468 Even if you don't do martial arts, 00:08:13.509 --> 00:08:14.951 you sort of at least understand the 00:08:15.011 --> 00:08:16.673 framework and you're like, I get it. 00:08:16.733 --> 00:08:18.596 Something is worth something and more. 00:08:19.591 --> 00:08:22.333 So the way going a little bit deeper, 00:08:22.372 --> 00:08:24.113 though, the metagame behind the game, 00:08:24.973 --> 00:08:26.935 the idea behind the belt system is there 00:08:27.035 --> 00:08:28.115 used to be a white belt and a 00:08:28.136 --> 00:08:28.636 black belt. 00:08:29.115 --> 00:08:30.317 There was nothing in between. 00:08:30.697 --> 00:08:31.117 Oh, really? 00:08:31.137 --> 00:08:31.697 I didn't know that. 00:08:31.817 --> 00:08:34.458 And so theoretically what it is and the 00:08:34.499 --> 00:08:36.900 reason why I think of this like resistance 00:08:36.941 --> 00:08:37.380 bands, 00:08:37.780 --> 00:08:39.162 we're going to play right into that. 00:08:40.708 --> 00:08:41.710 It starts white. 00:08:42.230 --> 00:08:44.312 And as you train and as you practice 00:08:44.371 --> 00:08:45.732 and as you build the reps, 00:08:45.972 --> 00:08:47.455 you start getting dirty. 00:08:47.735 --> 00:08:48.975 The belt gets dirty.

00:08:48.995 --> 00:08:50.336 You never wash the belt. 00:08:50.977 --> 00:08:53.700 And you can understand as the belt gets 00:08:53.779 --> 00:08:55.400 dirtier, it gets darker. 00:08:55.441 --> 00:08:57.302 So you go white belt, yellow belt, 00:08:57.462 --> 00:08:59.924 orange belt, blue, green. 00:09:00.524 --> 00:09:02.326 Yeah, all the way through brown. 00:09:02.366 --> 00:09:03.807 Then you've got levels of brown and then 00:09:03.847 --> 00:09:04.708 eventually black. 00:09:05.249 --> 00:09:07.390 What I think is most exciting about that 00:09:07.451 --> 00:09:08.030 progression 00:09:08.924 --> 00:09:11.446 So they say you're always a white belt. 00:09:11.745 --> 00:09:13.046 No matter how advanced you are, 00:09:13.086 --> 00:09:13.966 you're always learning, 00:09:13.986 --> 00:09:14.866 you're always advancing. 00:09:15.907 --> 00:09:17.947 Once the belt gets to the black belt 00:09:18.028 --> 00:09:21.349 level, you actually keep that belt. 00:09:21.769 --> 00:09:24.429 The belt starts to lose some of the 00:09:24.470 --> 00:09:26.931 color because you're training in the same 00:09:26.971 --> 00:09:27.230 belt. 00:09:27.351 --> 00:09:29.471 The black belt now eventually starts to 00:09:29.511 --> 00:09:32.293 turn white and a black belt who's been 00:09:32.332 --> 00:09:33.974 training an additional ten, twenty, 00:09:33.994 --> 00:09:34.673 thirty years, 00:09:35.313 --> 00:09:36.674 they're back to a white belt. 00:09:37.414 --> 00:09:39.677 you know and it's just such an awesome 00:09:39.716 --> 00:09:41.418 model so i'm going to use that model 00:09:41.437 --> 00:09:44.100 for this challenge it's going to be real 00:09:44.341 --> 00:09:47.562 r-e-e-l even though it is it is also 00:09:47.763 --> 00:09:50.225 r-e-a-l even though these are just videos 00:09:50.245 --> 00:09:51.947 that can grow your youtube channel not 00:09:51.966 --> 00:09:54.248 just your facebook um it's going to be 00:09:54.288 --> 00:09:56.990 the um oh man i was working with 00:09:57.030 --> 00:09:59.152 this last night now i'm confused i think 00:09:59.192 --> 00:10:02.195 it's the the rehab real challenge okay 00:10:02.986 --> 00:10:05.927 Rehab because we're all PT, OT, SLPs here. 00:10:06.508 --> 00:10:07.948 Real because that's what we're putting, 00:10:07.989 --> 00:10:10.970 but it's also a R-E-A-L, real challenge. 00:10:11.490 --> 00:10:13.910 And the idea is you start where you 00:10:14.030 --> 00:10:14.250 are. 00:10:14.571 --> 00:10:14.811 You know, 00:10:14.831 --> 00:10:16.351 you don't have to jump in at a 00:10:16.392 --> 00:10:17.172 brown belt level. 00:10:17.211 --> 00:10:18.653 You come in as a white belt if 00:10:18.692 --> 00:10:19.432 you're a white belt. 00:10:19.472 --> 00:10:20.533 If you already have an audience, 00:10:20.572 --> 00:10:22.594 if you already are producing content, 00:10:22.634 --> 00:10:24.235 we want to move to the next level. 00:10:26.182 --> 00:10:27.283 That being said, 00:10:27.342 --> 00:10:28.703 it's a twenty eight day challenge. 00:10:28.744 --> 00:10:30.205 I'm going to just hit the highlights real 00:10:30.225 --> 00:10:31.666 quick and then we can discuss it. 00:10:32.285 --> 00:10:33.746 It starts now, 00:10:33.866 --> 00:10:36.048 but October first will be the first 00:10:36.149 --> 00:10:36.969 published date. 00:10:37.369 --> 00:10:38.529 Got to have something. 00:10:38.570 --> 00:10:40.410 And that's that's the homework assignment 00:10:40.451 --> 00:10:40.971 for today. 00:10:41.792 --> 00:10:44.034 have something to publish on October 00:10:44.075 --> 00:10:44.375 first. 00:10:44.456 --> 00:10:45.336 It could be a picture, 00:10:45.636 --> 00:10:46.759 it could be a text post, 00:10:46.879 --> 00:10:47.779 it could be a video, 00:10:47.860 --> 00:10:50.724 it could be whatever your level requires 00:10:51.244 --> 00:10:53.187 for you to do that first step, 00:10:53.226 --> 00:10:55.890 to take that first piece of action. 00:10:58.152 --> 00:10:59.972 And then I'm going to now today I 00:11:00.013 --> 00:11:01.173 hijacked the podcast. 00:11:01.493 --> 00:11:03.153 I'm going to do these separately from the 00:11:03.193 --> 00:11:04.913 podcast, but everybody's invited. 00:11:05.634 --> 00:11:06.974 I'll do today's session. 00:11:07.053 --> 00:11:09.174 I'll do one Tuesday next week and then 00:11:09.254 --> 00:11:10.995 weekly until we hit the end. 00:11:11.816 --> 00:11:13.316 The end will be October twenty eighth. 00:11:13.355 --> 00:11:15.236 So it's a twenty eight day challenge for 00:11:15.297 --> 00:11:15.657 weeks. 00:11:15.697 --> 00:11:17.157 Super clean, super easy. 00:11:17.657 --> 00:11:20.057 And we will we will bring a leaderboard, 00:11:20.498 --> 00:11:21.738 which is really just, hey, 00:11:21.918 --> 00:11:22.498 how did you do? 00:11:22.818 --> 00:11:23.399 You know what? 00:11:23.479 --> 00:11:23.938 What what? 00:11:24.739 --> 00:11:26.559 kicked off for you what didn't work for 00:11:26.600 --> 00:11:28.220 you we're going to work through those 00:11:28.259 --> 00:11:31.020 things so from that point let's bring you 00:11:31.041 --> 00:11:33.282 back in what are you thinking like what 00:11:33.341 --> 00:11:35.662 what gets you excited why should somebody 00:11:35.721 --> 00:11:38.562 do something like this um the woman that 00:11:38.783 --> 00:11:40.504 reached out to me and said hey i've 00:11:40.543 --> 00:11:41.524 got someone who's going to sell me a 00:11:41.644 --> 00:11:44.524 nine thousand dollar youtube challenge 00:11:44.965 --> 00:11:46.504 program to help you grow your root tube 00:11:47.326 --> 00:11:48.566 i don't know what was in that challenge 00:11:49.789 --> 00:11:51.652 but what she was really trying to buy, 00:11:51.672 --> 00:11:52.692 whether she knew it or not, 00:11:52.972 --> 00:11:54.895 was someone doing it with her. 00:11:56.197 --> 00:11:59.299 Listen, I bought a house three years ago. 00:11:59.360 --> 00:12:00.201 I renovated my kitchen. 00:12:01.546 --> 00:12:03.467 I is doing a lot

of work in 00:12:03.488 --> 00:12:04.768 that sentence, right? 00:12:04.969 --> 00:12:06.149 I had people with me. 00:12:06.450 --> 00:12:07.870 I would have never taken on the challenge 00:12:07.890 --> 00:12:09.912 of knocking a load-bearing wall down, 00:12:09.991 --> 00:12:10.231 Tony. 00:12:10.251 --> 00:12:10.572 I don't even, 00:12:10.732 --> 00:12:11.552 I didn't know what a load, 00:12:11.673 --> 00:12:12.953 I sort of knew, but not really. 00:12:13.695 --> 00:12:14.475 Is this safe? 00:12:14.534 --> 00:12:16.417 Do we need engineers, right? 00:12:16.456 --> 00:12:19.639 We did things and we yanked cabinets out. 00:12:19.698 --> 00:12:20.239 I was like, I don't know, 00:12:20.278 --> 00:12:21.039 paint the cabinets? 00:12:21.080 --> 00:12:22.160 My buddy's like, you can't do that. 00:12:23.152 --> 00:12:24.812 not going to look great and you want 00:12:24.832 --> 00:12:27.394 great so my buddy with me was the 00:12:27.434 --> 00:12:29.136 reason i didn't need permission to do any 00:12:29.177 --> 00:12:31.359 of this stuff but i knew enough to 00:12:31.379 --> 00:12:32.960 know i didn't know enough and that's 00:12:33.000 --> 00:12:34.841 really what you're trying to buy here 00:12:34.880 --> 00:12:37.182 which is this is why group exercise 00:12:37.202 --> 00:12:40.044 classes are fantastic this is why if 00:12:40.065 --> 00:12:41.245 you're going to join a marathon you're 00:12:41.265 --> 00:12:42.586 going to run a marathon you join a 00:12:42.626 --> 00:12:43.788 running club if you're going to do a 00:12:43.807 --> 00:12:45.769 triathlon you it's it's the group dynamic 00:12:46.269 --> 00:12:47.850 i did triathlon for years i want to 00:12:47.870 --> 00:12:49.793 get back into it so kevin coach kevin 00:12:49.832 --> 00:12:50.614 if you're listening buddy 00:12:51.413 --> 00:12:51.913 I'll give you a call. 00:12:51.933 --> 00:12:52.874 We'll do twenty twenty seven. 00:12:53.874 --> 00:12:55.215 I chose what I like to do in 00:12:55.254 --> 00:12:55.634 the group. 00:12:55.975 --> 00:12:57.335 There's obviously three sports and 00:12:57.375 --> 00:12:57.955 triathlon. 00:12:58.375 --> 00:12:59.455 I didn't like swimming with a group. 00:12:59.595 --> 00:12:59.855 I was like, 00:12:59.875 --> 00:13:00.975 I like to do that alone. 00:13:00.995 --> 00:13:01.796 I like running alone. 00:13:02.336 --> 00:13:04.155 Cycling, though, was my weakest link. 00:13:04.355 --> 00:13:05.395 I knew I'd skip out. 00:13:05.655 --> 00:13:07.476 It's the largest proportionately part of 00:13:07.496 --> 00:13:08.096 the triathlon. 00:13:08.677 --> 00:13:10.657 I made it a point to ride with 00:13:10.716 --> 00:13:11.037 a group. 00:13:11.136 --> 00:13:11.778 Not all the time, 00:13:12.097 --> 00:13:13.557 but the long rides on Sundays, 00:13:14.057 --> 00:13:14.957 it was a group ride. 00:13:15.238 --> 00:13:18.038 And I actually liked bike riding more when 00:13:18.099 --> 00:13:19.219 I was with a bunch of people. 00:13:19.558 --> 00:13:19.678 So 00:13:20.379 --> 00:13:22.280 I want it to feel like that. 00:13:22.721 --> 00:13:24.442 So we have the element of that too, 00:13:24.523 --> 00:13:24.702 right? 00:13:24.743 --> 00:13:25.844 Because we have a Facebook group. 00:13:25.904 --> 00:13:27.145 So we sort of had this place of 00:13:27.186 --> 00:13:27.605 accountability. 00:13:27.986 --> 00:13:29.107 Put your thing down. 00:13:30.089 --> 00:13:31.450 If a Facebook group is such a great 00:13:31.490 --> 00:13:32.390 place for content, right? 00:13:32.410 --> 00:13:32.610 It's like, 00:13:32.730 --> 00:13:34.493 because you can share a picture, an image, 00:13:34.753 --> 00:13:36.875 an article, a reel, a video, long form, 00:13:36.894 --> 00:13:37.275 short form. 00:13:37.676 --> 00:13:38.716 And then the rest of the group, 00:13:38.856 --> 00:13:41.178 I got to be honest with you. 00:13:41.198 --> 00:13:42.721 You think they're going to tear you apart, 00:13:42.740 --> 00:13:42.900 right? 00:13:44.067 --> 00:13:45.669 you're gonna be a little nervous. 00:13:45.750 --> 00:13:46.571 You're apprehensive. 00:13:46.871 --> 00:13:47.251 I get it. 00:13:47.753 --> 00:13:49.294 I created radio for fifteen years. 00:13:49.315 --> 00:13:50.756 I've been doing podcasting for ten. 00:13:51.197 --> 00:13:52.259 I don't love the sound of my own 00:13:52.278 --> 00:13:52.679 voice. 00:13:53.740 --> 00:13:54.322 I'm a little bit, 00:13:54.381 --> 00:13:56.384 like I was watching my keynote again. 00:13:56.504 --> 00:13:57.385 I had to turn it off because I'm 00:13:57.405 --> 00:13:58.727 like, oh, I think I screwed up here. 00:13:58.788 --> 00:14:00.269 Didn't I skip the slide? 00:14:00.470 --> 00:14:01.110 We're all... 00:14:02.096 --> 00:14:02.977 Doing that. 00:14:03.498 --> 00:14:04.158 All of us. 00:14:04.340 --> 00:14:05.481 That's sort of why I liked radio. 00:14:05.721 --> 00:14:06.663 Once I was done making it, 00:14:06.683 --> 00:14:07.524 it was sort of gone. 00:14:07.544 --> 00:14:08.687 I was like, yep, moving on. 00:14:08.966 --> 00:14:10.229 My memory of that is all I've got. 00:14:10.249 --> 00:14:10.549 It was great. 00:14:10.570 --> 00:14:11.010 It was perfect. 00:14:11.030 --> 00:14:11.311 It was great. 00:14:11.331 --> 00:14:11.812 It was perfect. 00:14:12.472 --> 00:14:14.115 I want you to have either a shorter 00:14:14.155 --> 00:14:15.418 memory or no memory. 00:14:16.794 --> 00:14:17.855 or I want you to have a long 00:14:17.895 --> 00:14:18.916 memory and watch your grow. 00:14:19.076 --> 00:14:19.756 So you choose. 00:14:19.996 --> 00:14:23.058 So I think it's a great framework. 00:14:23.339 --> 00:14:25.461 And again, the cost is free, 00:14:25.721 --> 00:14:27.221 but the cost isn't free, 00:14:27.402 --> 00:14:29.082 because you still have to do it. 00:14:29.583 --> 00:14:30.203 So I could charge, 00:14:30.423 --> 00:14:32.024 this is almost where we've debated before, 00:14:32.325 --> 00:14:33.905 where like if we should charge a hundred 00:14:33.946 --> 00:14:34.407

dollars, 00:14:35.770 --> 00:14:36.991 And then we'll give the hundred dollars 00:14:37.113 --> 00:14:38.714 back if you complete, 00:14:39.115 --> 00:14:40.296 if you get a ninety or better. 00:14:40.496 --> 00:14:42.177 And a ninety or better just means you 00:14:42.259 --> 00:14:43.860 did ninety of the things. 00:14:44.341 --> 00:14:45.442 Because ironically, 00:14:46.102 --> 00:14:47.705 that's where the magic lies. 00:14:47.845 --> 00:14:48.806 That's where it is. 00:14:49.826 --> 00:14:50.528 So at first, 00:14:50.628 --> 00:14:51.688 I think I messaged you in the group 00:14:51.729 --> 00:14:51.870 chat. 00:14:51.889 --> 00:14:52.509 I was like, this has... 00:14:53.450 --> 00:14:54.951 This has one of the two important 00:14:54.990 --> 00:14:55.331 elements. 00:14:55.812 --> 00:14:57.192 I don't think I read that it had 00:14:57.232 --> 00:14:57.653 a name. 00:14:57.993 --> 00:14:58.572 You know me. 00:14:58.854 --> 00:14:59.634 It's got to have a name. 00:14:59.693 --> 00:15:00.914 So at first, I didn't see the name. 00:15:01.154 --> 00:15:03.937 So I was like, it needs a logo. 00:15:03.976 --> 00:15:05.357 If you're watching my live stream, 00:15:05.658 --> 00:15:06.918 content dojo, 00:15:07.919 --> 00:15:09.341 the clinician creator challenge, 00:15:09.360 --> 00:15:10.461 or maybe this one here, right? 00:15:10.981 --> 00:15:13.984 Get your reps, twenty-eight day challenge. 00:15:14.484 --> 00:15:14.724 Right? 00:15:14.823 --> 00:15:15.965 So I like that. 00:15:16.024 --> 00:15:19.086 The real, you said the real challenge. 00:15:20.988 --> 00:15:22.188 I talked to students at Moravian 00:15:22.249 --> 00:15:23.230 University two days ago. 00:15:24.591 --> 00:15:25.750 And I said the one thing in front 00:15:25.792 --> 00:15:27.432 of an academic, in front of faculty, 00:15:27.472 --> 00:15:27.673 I said, 00:15:27.692 --> 00:15:29.394 my least favorite thing in PT school was 00:15:29.413 --> 00:15:30.975 all those stupid reflections they made you 00:15:31.014 --> 00:15:31.154 do. 00:15:32.535 --> 00:15:34.917 Ironically, when I do that now, 00:15:35.116 --> 00:15:37.499 I actually grow and learn a lot. 00:15:37.599 --> 00:15:38.840 I hate that, they were right. 00:15:39.320 --> 00:15:39.899 But when you're a student, 00:15:39.919 --> 00:15:40.640 you don't have time for that. 00:15:41.238 --> 00:15:42.558 This is the kind of thing you can 00:15:42.639 --> 00:15:45.061 do and reflect on when you have time. 00:15:45.081 --> 00:15:46.260 And the fact that we're starting on the 00:15:46.282 --> 00:15:48.163 twenty fourth is going to give you some 00:15:48.182 --> 00:15:48.822 breathing room, 00:15:49.102 --> 00:15:50.663 which is usually something that people 00:15:50.705 --> 00:15:51.485 say. 00:15:51.544 --> 00:15:52.405 Well, it's the whole thing. 00:15:52.446 --> 00:15:55.388 You know, one of the ideas is, OK, 00:15:55.768 --> 00:15:57.428 whether I'm marketing physical therapy, 00:15:57.528 --> 00:16:01.091 whether I'm marketing, whatever I'm doing. 00:16:01.851 --> 00:16:04.214 There is a what is the transformation? 00:16:04.274 --> 00:16:05.215 What am I really buying? 00:16:05.274 --> 00:16:07.417 Like you mentioned, you buy a treadmill. 00:16:07.798 --> 00:16:09.339 It's not because you want a treadmill. 00:16:09.698 --> 00:16:11.400 It's because you want to get in shape. 00:16:11.421 --> 00:16:12.442 You want to exercise. 00:16:12.461 --> 00:16:14.102 You want to start walking or running or. 00:16:15.053 --> 00:16:17.596 So in something like this, 00:16:17.996 --> 00:16:19.859 it's not about the content. 00:16:19.999 --> 00:16:22.500 The content is kind of the end result, 00:16:22.542 --> 00:16:22.981 the goal. 00:16:23.783 --> 00:16:24.964 It's about understanding, okay, 00:16:25.024 --> 00:16:26.566 why am I not making content? 00:16:27.546 --> 00:16:29.008 What am I waiting on? 00:16:29.087 --> 00:16:30.028 What am I missing? 00:16:30.089 --> 00:16:31.269 What's holding me back? 00:16:31.811 --> 00:16:33.152 And those are real challenges. 00:16:33.192 --> 00:16:34.653 Like even for me right now, 00:16:35.173 --> 00:16:37.636 I've got an unreasonable number of daily 00:16:37.697 --> 00:16:38.778 notes that need to be done. 00:16:39.278 --> 00:16:42.000 I've got a schedule of patients that are 00:16:42.039 --> 00:16:43.181 waiting to be seen. 00:16:44.000 --> 00:16:45.322 The people that are here, 00:16:45.381 --> 00:16:46.802 the people that are going to do this, 00:16:46.962 --> 00:16:49.325 they have those very real challenges. 00:16:49.884 --> 00:16:53.027 They also have the psychosocial 00:16:53.067 --> 00:16:53.687 challenges. 00:16:53.727 --> 00:16:55.609 You know, I don't like hearing my voice. 00:16:56.889 --> 00:16:58.490 I will never record. 00:16:58.551 --> 00:17:00.412 I still don't record in front of my 00:17:00.451 --> 00:17:00.751 wife. 00:17:01.173 --> 00:17:02.653 I don't record in front of my kids. 00:17:03.214 --> 00:17:04.974 It's just something that I have to do 00:17:05.035 --> 00:17:05.674 separately. 00:17:05.694 --> 00:17:05.935 Yeah. 00:17:06.576 --> 00:17:08.778 And I've done tens of thousands of videos. 00:17:09.259 --> 00:17:09.919 So it's like, 00:17:10.819 --> 00:17:13.102 I want this to not just be about 00:17:13.262 --> 00:17:15.044 the logistics, the mechanics. 00:17:15.064 --> 00:17:17.366 Okay, how do you hit record? 00:17:17.406 --> 00:17:19.248 How do you record during a busy day? 00:17:19.307 --> 00:17:21.430 Like for Dave and stuff like that. 00:17:22.111 --> 00:17:24.392 I also want it to be that psychological 00:17:24.432 --> 00:17:25.172 component of, 00:17:25.652 --> 00:17:27.472 I know that I should be doing this. 00:17:28.032 --> 00:17:29.593 Why am I not doing it? 00:17:29.732 --> 00:17:31.314 What's holding me back? 00:17:31.394 --> 00:17:32.933 How do I deal with that? 00:17:33.993 --> 00:17:35.674 A big one is the reward. 00:17:35.714 --> 00:17:37.174 Like you look at psychology, 00:17:37.255 --> 00:17:38.155 we

understand, okay, 00:17:38.175 --> 00:17:39.435 there's a variable reward. 00:17:39.516 --> 00:17:43.777 I pull that slot machine handle, 00:17:43.797 --> 00:17:44.777 which they don't do that anymore. 00:17:44.836 --> 00:17:46.038 Now it's just pushing the button. 00:17:47.778 --> 00:17:48.739 uh i i can't i don't want to 00:17:48.778 --> 00:17:50.480 win every time because then it's boring 00:17:50.640 --> 00:17:53.181 right right right how does somebody with 00:17:53.240 --> 00:17:56.642 twenty seven subscribers keep making 00:17:56.682 --> 00:17:59.503 content that's getting twelve views yeah 00:17:59.923 --> 00:18:02.704 because they never get the variable reward 00:18:02.744 --> 00:18:04.526 like i still have a chance once a 00:18:04.586 --> 00:18:06.166 month once every two months i'll hit a 00:18:06.207 --> 00:18:08.448 million two million five million views on 00:18:08.488 --> 00:18:08.827 a post 00:18:09.607 --> 00:18:11.891 Somebody with twenty seven followers is 00:18:11.971 --> 00:18:13.031 not going to get that. 00:18:13.051 --> 00:18:15.294 So they have to figure out how do 00:18:15.354 --> 00:18:18.336 I build my own reward system to keep 00:18:18.376 --> 00:18:22.280 that that endorphin dopamine going until I 00:18:22.320 --> 00:18:23.542 get to where, OK, 00:18:23.603 --> 00:18:25.345 now the algorithm is going to reward me. 00:18:25.924 --> 00:18:27.606 That's where the belt system comes in, 00:18:27.866 --> 00:18:29.248 right? 00:18:29.488 --> 00:18:30.588 I wrote an ad or I created an 00:18:30.630 --> 00:18:32.832 ad for APTA's CSM last year where I 00:18:32.872 --> 00:18:35.334 said, why should I come to CSM, right? 00:18:35.374 --> 00:18:36.575 And everybody talks about the features, 00:18:36.634 --> 00:18:38.237 CEUs and courses and blah. 00:18:38.257 --> 00:18:38.596 And I go, 00:18:39.076 --> 00:18:40.979 come see future versions of yourself 00:18:41.019 --> 00:18:42.259 everywhere. 00:18:42.400 --> 00:18:43.381 That's the result. 00:18:43.882 --> 00:18:45.423 You don't want to just go to Anaheim 00:18:45.462 --> 00:18:46.743 or this year it's in Philadelphia. 00:18:47.204 --> 00:18:49.707 You want to go and either there's a 00:18:49.767 --> 00:18:50.407 tipping point. 00:18:51.499 --> 00:18:53.279 You want to either see future versions of 00:18:53.299 --> 00:18:55.401 yourself or you want to be able to 00:18:55.461 --> 00:18:57.843 help people become future versions of 00:18:57.883 --> 00:18:58.603 themselves, right? 00:18:58.623 --> 00:19:01.105 That's sort of why most academics do this. 00:19:01.204 --> 00:19:02.065 It ain't for the pay. 00:19:02.184 --> 00:19:02.865 Like, trust me, 00:19:02.945 --> 00:19:04.026 I've talked to academic friends. 00:19:04.066 --> 00:19:05.267 It ain't for the pay, right? 00:19:05.307 --> 00:19:06.288 And the schedule's good, 00:19:06.587 --> 00:19:07.868 but it's getting worse. 00:19:07.909 --> 00:19:08.848 They have more work. 00:19:09.088 --> 00:19:09.410 So it's like, 00:19:09.950 --> 00:19:11.131 what do you want to become? 00:19:12.250 --> 00:19:13.592 One thing I will add to this, 00:19:13.612 --> 00:19:14.791 and I'm sure I'll do it throughout the 00:19:14.811 --> 00:19:16.012 challenge, we should have, like, 00:19:16.032 --> 00:19:16.593 an update. 00:19:16.613 --> 00:19:17.074 We should do, like, 00:19:17.094 --> 00:19:20.115 a hot ten every episode throughout the 00:19:20.154 --> 00:19:20.996 month of October. 00:19:21.115 --> 00:19:22.675 Like, let's shout people out. 00:19:22.695 --> 00:19:24.317 Let's give them the public recognition. 00:19:24.877 --> 00:19:26.018 Oh, here's a crazy idea. 00:19:26.317 --> 00:19:27.358 Let's give out awards. 00:19:28.632 --> 00:19:30.792 let's and let's bracket it if you start 00:19:30.873 --> 00:19:32.753 out with three thousand subscribers we're 00:19:32.773 --> 00:19:33.914 not going to put you in the same 00:19:34.335 --> 00:19:36.175 bracket as someone who starts with zero 00:19:36.215 --> 00:19:38.717 that's not fair it's not fair most 00:19:38.777 --> 00:19:40.978 improved like biggest variable let's have 00:19:40.998 --> 00:19:43.298 all sorts of categories i got a three 00:19:43.358 --> 00:19:45.160 printer i'll print out some i'll print out 00:19:45.200 --> 00:19:48.521 some weird trophies let's get weird um but 00:19:48.561 --> 00:19:50.403 the thing i was going to say was 00:19:51.103 --> 00:19:51.242 uh 00:19:52.631 --> 00:19:55.632 We've sort of Kim Kardashianed ourselves. 00:19:56.113 --> 00:19:57.752 I helped a friend start a podcast, 00:19:57.792 --> 00:19:58.394 Katie Sutton. 00:19:58.834 --> 00:20:01.035 She kept saying, well, I'm just a PTA. 00:20:01.134 --> 00:20:02.055 I'm just a PTA. 00:20:02.095 --> 00:20:02.454 And I was like, 00:20:02.474 --> 00:20:03.355 I need you to get that word out 00:20:03.375 --> 00:20:03.855 of your mouth. 00:20:04.296 --> 00:20:06.517 Now her podcast is PTA Plus. 00:20:06.757 --> 00:20:08.357 Now it is an ad, not a subtract. 00:20:08.798 --> 00:20:09.979 And she was like, I'm getting like, 00:20:10.378 --> 00:20:12.559 eight hundred listens an episode. 00:20:12.619 --> 00:20:12.960 And I was like, 00:20:14.332 --> 00:20:15.311 What's your TAM? 00:20:15.451 --> 00:20:17.792 What's your total addressable mark? 00:20:17.932 --> 00:20:20.252 How many PTAs are there that speak 00:20:20.512 --> 00:20:21.854 English, right? 00:20:22.273 --> 00:20:23.814 And you're getting eight hundred or 00:20:23.874 --> 00:20:25.335 something per episode? 00:20:25.855 --> 00:20:27.434 What would that look like in a room? 00:20:27.474 --> 00:20:28.934 If you rented out a bar and said, 00:20:28.974 --> 00:20:30.096 I'm gonna bring eight hundred people, 00:20:30.135 --> 00:20:31.496 the bar would go, can't do it, 00:20:31.635 --> 00:20:32.076 too many. 00:20:32.516 --> 00:20:33.717 I need you to put it in perspective. 00:20:33.737 --> 00:20:34.977 That's what I want this challenge to do. 00:20:35.856 --> 00:20:37.577 i want to bring dave in because i

00:20:37.617 --> 00:20:39.739 want to get dave's perspective but real 00:20:39.759 --> 00:20:41.880 quick i've got to share an embarrassing 00:20:41.940 --> 00:20:45.882 fact i was listening to occupational 00:20:45.922 --> 00:20:48.143 therapist assistants on tick tock 00:20:48.182 --> 00:20:51.423 yesterday i had i just said it i 00:20:51.463 --> 00:20:52.464 had no idea 00:20:53.464 --> 00:20:56.928 It's occupational therapy assistant, 00:20:57.509 --> 00:21:00.551 but it's physical therapist assistant. 00:21:00.571 --> 00:21:02.093 Yeah, we're bad. 00:21:02.113 --> 00:21:04.134 I am dying to hear the background on 00:21:04.214 --> 00:21:06.376 how this happened and how they're not the 00:21:06.457 --> 00:21:08.298 same terminology. 00:21:08.499 --> 00:21:09.798 Do you know why you probably never heard 00:21:09.818 --> 00:21:09.959 that? 00:21:09.999 --> 00:21:11.599 It's because they call themselves CODAs. 00:21:11.619 --> 00:21:13.721 Like they use the acronym. 00:21:13.901 --> 00:21:16.161 PTA is just saying P-T-A. 00:21:16.320 --> 00:21:18.182 We don't say it's S-C-U-B-A. 00:21:18.221 --> 00:21:18.942 We say SCUBA. 00:21:18.961 --> 00:21:19.761 There's a word for that, 00:21:19.781 --> 00:21:21.063 like where it's the acronym or when the 00:21:21.143 --> 00:21:21.782 acronym becomes, 00:21:21.823 --> 00:21:22.442 someone will shout it out, 00:21:22.603 --> 00:21:23.923 when the acronym becomes the word. 00:21:24.324 --> 00:21:25.683 I didn't know that either because my aunt 00:21:25.844 --> 00:21:26.923 is one, my cousin is one, 00:21:26.963 --> 00:21:28.664 and they just call themselves CODAs, 00:21:28.984 --> 00:21:30.325 which kind of sounds cooler, 00:21:30.404 --> 00:21:33.026 I gotta be honest with you. 00:21:33.046 --> 00:21:33.405 All right, Dave, 00:21:33.425 --> 00:21:35.326 you have made a huge push 00:21:36.166 --> 00:21:38.569 putting out tons more content you got onto 00:21:38.609 --> 00:21:41.534 tick tock recently um i want to hear 00:21:41.554 --> 00:21:43.817 a little bit of the context behind one 00:21:43.977 --> 00:21:47.201 how's it going and two how did you 00:21:47.260 --> 00:21:49.845 get that into your daily routine because 00:21:49.904 --> 00:21:51.467 before you came on jimmy and i were 00:21:51.507 --> 00:21:53.710 talking and we said like people are busy 00:21:54.109 --> 00:21:55.030 They're treating patients, 00:21:55.050 --> 00:21:56.192 they're doing documentation, 00:21:56.211 --> 00:21:57.152 they're submitting claims, 00:21:57.172 --> 00:21:58.894 they're following, yeah, they have family, 00:21:58.933 --> 00:22:00.174 they have personal lives. 00:22:00.934 --> 00:22:03.797 You were able to add this into your 00:22:03.876 --> 00:22:05.338 daily routine. 00:22:05.358 --> 00:22:07.319 Did you have to take something away? 00:22:07.740 --> 00:22:09.682 Did you just layer it on top of 00:22:09.721 --> 00:22:11.163 something you were already doing? 00:22:11.763 --> 00:22:13.525 How's it going and how did you get 00:22:13.605 --> 00:22:14.885 it to happen? 00:22:17.527 --> 00:22:19.847 Uh, well, first of all, you guys, 00:22:19.907 --> 00:22:21.607 both of you have been a big push, 00:22:21.667 --> 00:22:21.827 right? 00:22:21.887 --> 00:22:23.528 Cause I, whether it's, uh, 00:22:23.548 --> 00:22:24.648 we want to attract more patients. 00:22:24.669 --> 00:22:26.390 So Tony has said he'll put out a 00:22:26.410 --> 00:22:28.309 bunch of content and then people will call 00:22:28.349 --> 00:22:30.691 him from other States to consult with him. 00:22:30.730 --> 00:22:32.432 So I was like, huh, that's interesting. 00:22:32.471 --> 00:22:33.912 Like, and we know Tony's great. 00:22:33.971 --> 00:22:35.413 Now Tony's super humble and he's like, 00:22:35.532 --> 00:22:35.913 I'm not, 00:22:35.992 --> 00:22:37.292 I'm just like a regular physical 00:22:37.333 --> 00:22:37.673 therapist. 00:22:37.692 --> 00:22:37.833 Right. 00:22:37.853 --> 00:22:38.153 So like, 00:22:38.512 --> 00:22:39.953 that's why I wanted to join this video. 00:22:39.973 --> 00:22:41.473 That's why I wanted to talk about this 00:22:41.574 --> 00:22:43.295 whole challenge because, um, 00:22:44.394 --> 00:22:45.215 Anyone can do this. 00:22:45.256 --> 00:22:46.695 You just have to go on and do 00:22:46.736 --> 00:22:46.817 it. 00:22:47.096 --> 00:22:48.917 So in terms of my regular workflow of 00:22:48.958 --> 00:22:49.258 my day, 00:22:49.278 --> 00:22:50.679 like sometimes I'm doing these in the 00:22:50.719 --> 00:22:53.299 subway, uh, where it's like, you know, 00:22:53.461 --> 00:22:55.102 on and off wifi and it takes a 00:22:55.122 --> 00:22:55.882 while to, you know, 00:22:55.902 --> 00:22:58.343 and it's frustrating to even to lose wifi. 00:22:58.683 --> 00:22:59.304 Which by the way, 00:22:59.344 --> 00:23:02.365 for your brand is dead on, like, 00:23:02.865 --> 00:23:03.987 like dead on, 00:23:04.227 --> 00:23:06.008 like do not do anything in a studio 00:23:06.067 --> 00:23:07.209 for your brand at all. 00:23:08.173 --> 00:23:08.273 No, 00:23:08.294 --> 00:23:10.914 but I'm saying I'm uploading the worst 00:23:10.974 --> 00:23:12.714 part of this, by the way. 00:23:12.894 --> 00:23:13.154 By the way, 00:23:13.855 --> 00:23:15.715 there are bad parts of this whole 00:23:15.816 --> 00:23:16.316 experience. 00:23:16.355 --> 00:23:19.477 The bad part for me is uploading the 00:23:19.517 --> 00:23:21.218 stuff, especially whether it's Instagram. 00:23:21.238 --> 00:23:22.018 And for me, 00:23:22.057 --> 00:23:24.459 TikTok sometimes takes longer to load, 00:23:24.499 --> 00:23:25.378 way more than Instagram. 00:23:26.490 --> 00:23:28.911 The uploading the post to the platform is 00:23:28.971 --> 00:23:31.592 by far the worst part of this whole 00:23:31.652 --> 00:23:32.152 experience. 00:23:32.192 --> 00:23:33.932 And Tony's talking about twenty pieces of 00:23:33.951 --> 00:23:34.751 content a day. 00:23:35.373 --> 00:23:35.992 And I want to ask him, 00:23:36.012 --> 00:23:36.492 I

don't know, 00:23:36.532 --> 00:23:37.932 is that twenty videos and reels? 00:23:37.972 --> 00:23:40.594 Is that LinkedIn posts or like like text 00:23:40.634 --> 00:23:41.314 posts only? 00:23:42.233 --> 00:23:44.233 Because twenty videos a day uploading for 00:23:44.314 --> 00:23:45.493 me, I'm like, OK, 00:23:45.653 --> 00:23:47.494 I would have to be either at home 00:23:47.575 --> 00:23:49.535 or at the clinic where it's solid Wi-Fi, 00:23:49.815 --> 00:23:51.134 because if I'm doing it in the subway 00:23:51.174 --> 00:23:52.776 where I'm on cellular data, 00:23:53.236 --> 00:23:54.375 it is horrible. 00:23:55.140 --> 00:23:57.823 Almost impossible to upload two to four 00:23:57.863 --> 00:23:58.844 pieces of content a day, 00:23:58.884 --> 00:23:59.604 two to four videos. 00:23:59.644 --> 00:24:00.805 Obviously, the thirteen. 00:24:01.205 --> 00:24:01.645 Yes, for me. 00:24:01.705 --> 00:24:02.968 I don't know if it's for you guys, 00:24:02.988 --> 00:24:04.828 but the thirteen second videos upload 00:24:04.848 --> 00:24:05.269 faster. 00:24:05.589 --> 00:24:07.050 Some of my videos are like a minute 00:24:07.070 --> 00:24:08.373 or two because it's like a little longer 00:24:08.413 --> 00:24:10.374 form and they take so long. 00:24:11.414 --> 00:24:13.057 So I want to I'm kind of like 00:24:13.156 --> 00:24:14.337 a little bit audience today. 00:24:14.719 --> 00:24:16.519 I want to get Tony's and Jimmy's feedback 00:24:16.660 --> 00:24:18.362 on these challenging moments. 00:24:19.123 --> 00:24:21.104 because these are the things that I think 00:24:21.144 --> 00:24:22.025 hold other people back. 00:24:22.204 --> 00:24:24.446 I don't have any of the fear version 00:24:24.527 --> 00:24:25.627 of I don't care what any of you 00:24:25.647 --> 00:24:26.067 guys think. 00:24:26.107 --> 00:24:28.750 I don't care what any person on TikTok 00:24:28.970 --> 00:24:31.092 comments and says, you know, Ethan. 00:24:31.132 --> 00:24:32.773 It's just Ethan, not Dr. Ethan. 00:24:32.834 --> 00:24:33.753 It's Ethan only, right? 00:24:34.194 --> 00:24:35.935 Thanks for the engagement. 00:24:36.036 --> 00:24:37.037 Yeah, thanks for the engagement. 00:24:37.436 --> 00:24:40.118 I'm years beyond caring about what it 00:24:40.319 --> 00:24:42.240 looks like or if I don't check all 00:24:42.260 --> 00:24:43.362 the captions properly, 00:24:43.422 --> 00:24:44.643 something is misspelled or whatever. 00:24:45.503 --> 00:24:46.605 But I do hate... 00:24:47.164 --> 00:24:48.586 The manually uploading, 00:24:48.886 --> 00:24:52.391 and I'm going to jump off this soapbox 00:24:52.411 --> 00:24:52.830 for a second. 00:24:53.872 --> 00:24:55.032 I know that I previously mentioned on the 00:24:55.053 --> 00:24:57.115 show that I wanted to just outsource this, 00:24:57.154 --> 00:24:58.336 but Tony still does it. 00:24:58.376 --> 00:25:00.479 So it's like, what am I doing wrong? 00:25:00.739 --> 00:25:02.201 I'm not on solid Wi-Fi. 00:25:02.500 --> 00:25:03.882 I'm talking about workflows right now. 00:25:04.563 --> 00:25:05.964 But I just want to spit out real 00:25:06.005 --> 00:25:07.967 quick my frustrations. 00:25:08.567 --> 00:25:09.907 Those are the things that hold me back 00:25:09.948 --> 00:25:10.188 from, 00:25:10.567 --> 00:25:13.069 that's what limits me to go from like, 00:25:13.190 --> 00:25:15.371 forty to twenty reels a day. 00:25:16.070 --> 00:25:16.912 So help me out, guys. 00:25:16.991 --> 00:25:17.951 And by doing so, 00:25:17.971 --> 00:25:19.192 I think you'll help out other people. 00:25:19.373 --> 00:25:19.692 Agreed. 00:25:19.952 --> 00:25:21.713 I've never even thought about this as a 00:25:21.773 --> 00:25:22.474 limiting factor. 00:25:22.494 --> 00:25:23.836 So I think we're going to find some 00:25:23.895 --> 00:25:25.115 weird problems. 00:25:26.297 --> 00:25:28.538 We did a thing with Prompt a couple 00:25:28.557 --> 00:25:29.038 of weeks ago. 00:25:29.078 --> 00:25:30.798 We brought practice owners together and 00:25:30.818 --> 00:25:31.839 did some roundtables. 00:25:31.880 --> 00:25:33.161 And the coolest part was 00:25:34.324 --> 00:25:35.125 I'm new at Prompt. 00:25:35.224 --> 00:25:36.066 I thought I was gonna have to sit 00:25:36.086 --> 00:25:37.247 there when someone threw out a question, 00:25:37.267 --> 00:25:38.167 I was gonna have to like figure out 00:25:38.188 --> 00:25:38.648 the answer. 00:25:39.569 --> 00:25:40.971 I kept my mouth shut for half a 00:25:41.050 --> 00:25:42.353 second longer, 00:25:42.452 --> 00:25:43.513 which I know shocks all of you. 00:25:44.134 --> 00:25:45.476 And then next thing you know- That is 00:25:45.496 --> 00:25:45.816 shocking. 00:25:45.955 --> 00:25:48.038 The other owners who use Prompt were like, 00:25:48.118 --> 00:25:49.359 oh, we do this, we do this. 00:25:49.599 --> 00:25:50.900 So what I'm getting at is you're going 00:25:50.920 --> 00:25:53.701 to see other people who've already like 00:25:54.080 --> 00:25:55.342 figured out their own problem. 00:25:55.801 --> 00:25:57.742 They will not be able to hold back 00:25:57.762 --> 00:25:59.182 sharing their solution. 00:25:59.442 --> 00:26:01.284 That's the best crowdsource. 00:26:01.644 --> 00:26:03.525 That's what I think the internet should be 00:26:03.565 --> 00:26:05.184 used a little more for, which is like, 00:26:05.305 --> 00:26:06.705 I have this problem who has that. 00:26:07.145 --> 00:26:08.605 And then eleven people rush to their 00:26:08.645 --> 00:26:09.185 keyboard and be like, 00:26:09.486 --> 00:26:11.586 here's the instruction manual and let me 00:26:11.606 --> 00:26:12.606 show you how to solve it. 00:26:12.666 --> 00:26:13.688 So, yeah, 00:26:13.748 --> 00:26:15.428 we can get into the real nitty gritty, 00:26:15.508 --> 00:26:15.688 right? 00:26:15.768 --> 00:26:16.628 Big picture is... 00:26:17.770 --> 00:26:18.471 Am I going to do this? 00:26:18.511 --> 00:26:19.712 Am I going to get over the psychological 00:26:19.752 --> 00:26:20.133 hurdle?

00:26:20.913 --> 00:26:21.855 How am I going to structure this? 00:26:21.894 --> 00:26:22.515 What strategy? 00:26:22.796 --> 00:26:24.037 All the way down to what Dave's talking 00:26:24.057 --> 00:26:24.717 about, which is like, 00:26:25.478 --> 00:26:26.638 can I make this faster? 00:26:26.739 --> 00:26:28.441 Can I batch share? 00:26:28.721 --> 00:26:31.323 Do I use a third-party app to schedule? 00:26:31.383 --> 00:26:32.344 I've done that before. 00:26:32.825 --> 00:26:33.845 I don't love it anymore. 00:26:33.965 --> 00:26:34.665 I like doing it. 00:26:34.705 --> 00:26:36.567 But we'll get into all of those things. 00:26:37.028 --> 00:26:38.288 And the last thing I'll say before I 00:26:38.369 --> 00:26:40.251 ironically shut up – 00:26:40.131 --> 00:26:41.352 That's what the Facebook group is going to 00:26:41.372 --> 00:26:41.893 be good at. 00:26:42.554 --> 00:26:44.095 Because someone's going to complain about 00:26:44.115 --> 00:26:44.935 something on Monday, 00:26:44.976 --> 00:26:46.238 and then three Thursdays later, 00:26:46.258 --> 00:26:47.439 someone's going to come across it. 00:26:48.038 --> 00:26:49.020 So it's going to be sort of a 00:26:49.121 --> 00:26:51.403 living library of problem, solution, 00:26:51.462 --> 00:26:52.503 solution, solution. 00:26:52.604 --> 00:26:53.925 That's what I hope this becomes. 00:26:54.692 --> 00:26:54.833 Yeah, 00:26:54.913 --> 00:26:56.434 and I think that's what we're best at 00:26:56.595 --> 00:26:57.796 as physical therapists, 00:26:58.076 --> 00:26:59.116 occupational therapists. 00:26:59.156 --> 00:27:00.718 Like, we see a problem. 00:27:00.917 --> 00:27:02.078 This has been a problem. 00:27:02.680 --> 00:27:04.922 Let's develop a solution to that problem. 00:27:05.843 --> 00:27:07.924 I shared last night, I was sitting, 00:27:08.005 --> 00:27:08.924 I had thirty minutes. 00:27:08.984 --> 00:27:11.186 I got to practice early for one of 00:27:11.207 --> 00:27:11.708 my boys. 00:27:12.167 --> 00:27:13.449 I had thirty minutes in the car. 00:27:14.049 --> 00:27:14.931 I'm like, alright, 00:27:14.951 --> 00:27:16.172 I'm going to see how long it takes 00:27:16.192 --> 00:27:18.192 me to knock out five reels. 00:27:19.729 --> 00:27:21.471 I already had the questions ready. 00:27:21.652 --> 00:27:23.253 I didn't have to think of the questions 00:27:23.273 --> 00:27:24.115 that I was answering. 00:27:24.174 --> 00:27:25.155 They were already there. 00:27:25.175 --> 00:27:26.798 I've got a list of twenty eight questions. 00:27:26.837 --> 00:27:28.701 I was going through like six to eleven 00:27:28.740 --> 00:27:29.141 or something. 00:27:30.002 --> 00:27:32.202 So hit record, answer the question. 00:27:32.242 --> 00:27:33.824 Hit record, answer the question. 00:27:33.844 --> 00:27:34.824 So I go through it, 00:27:35.364 --> 00:27:36.203 I trim the front, 00:27:36.284 --> 00:27:37.983 I trim the back just on the native 00:27:38.003 --> 00:27:38.624 phone app. 00:27:39.005 --> 00:27:40.605 I upload to YouTube first. 00:27:41.224 --> 00:27:42.525 What drives me crazy, 00:27:42.545 --> 00:27:43.884 and this is to Dave's point, 00:27:44.585 --> 00:27:46.826 on the YouTube platform, 00:27:46.846 --> 00:27:49.226 and the same with Instagram, I upload, 00:27:49.326 --> 00:27:50.987 I have to wait for it to upload. 00:27:51.467 --> 00:27:52.527 It could be a minute. 00:27:52.666 --> 00:27:53.346 It could be a minute. 00:27:53.646 --> 00:27:55.586 Then I have to add the captions and 00:27:55.626 --> 00:27:57.147 wait for the captions to render. 00:27:57.188 --> 00:27:59.067 It could be another forty seconds. 00:27:59.667 --> 00:28:01.868 then i title it then i save it 00:28:01.989 --> 00:28:04.108 i let it sit unlisted then i go 00:28:04.148 --> 00:28:06.769 to instagram what what do you mean by 00:28:06.849 --> 00:28:10.590 add the captions so so youtube studio the 00:28:10.790 --> 00:28:13.432 app you upload the video then in the 00:28:13.612 --> 00:28:16.633 app you add the native captions you just 00:28:16.673 --> 00:28:19.433 hit caption and it it processes the audio 00:28:19.513 --> 00:28:20.994 and then see the app that i use 00:28:21.015 --> 00:28:23.234 does it for me while while it's rendering 00:28:23.255 --> 00:28:24.395 the video that's not a part of the 00:28:24.435 --> 00:28:25.096 process for me 00:28:25.669 --> 00:28:26.709 The thing for that is, 00:28:26.749 --> 00:28:28.170 and this is what we don't know, 00:28:29.170 --> 00:28:31.090 I don't know that those captions, 00:28:31.111 --> 00:28:33.050 because I do that with CapCut sometimes, 00:28:33.471 --> 00:28:36.311 are as good as the native caption on 00:28:36.352 --> 00:28:37.571 the YouTube Studio platform. 00:28:37.592 --> 00:28:37.672 Well, 00:28:37.692 --> 00:28:39.212 I know it shows up eventually because 00:28:39.252 --> 00:28:40.712 sometimes if I have captions on, 00:28:40.813 --> 00:28:42.153 I have captions on captions. 00:28:42.173 --> 00:28:42.554 Okay. 00:28:43.334 --> 00:28:44.275 So I know it shows up. 00:28:44.315 --> 00:28:45.056 I know it renders for me. 00:28:45.076 --> 00:28:46.017 Yeah, yeah. 00:28:46.057 --> 00:28:47.419 So anyway, so I do that. 00:28:47.479 --> 00:28:48.579 Then I go to Instagram. 00:28:48.599 --> 00:28:50.402 Then Instagram auto-posts to Facebook and 00:28:50.422 --> 00:28:51.143 to Pinterest. 00:28:51.683 --> 00:28:54.426 It took me exactly twenty-nine minutes to 00:28:54.487 --> 00:28:56.990 record and post five reels, 00:28:57.170 --> 00:28:59.532 each reel approximately forty to ninety 00:28:59.593 --> 00:29:00.073 seconds. 00:29:00.794 --> 00:29:01.835 So here's a good goal. 00:29:02.414 --> 00:29:03.655 Whatever that is, 00:29:03.875 --> 00:29:05.817 let's save twenty percent by the end of 00:29:05.836 --> 00:29:06.156 the month. 00:29:06.237 --> 00:29:07.637 Let's figure out hacks. 00:29:07.897 --> 00:29:08.157 Right. 00:29:08.198 --> 00:29:10.038 Like Alpesh here just chimes in. 00:29:10.439 --> 00:29:12.460 He uses this

plan with two ends dot 00:29:12.500 --> 00:29:12.740 com. 00:29:12.760 --> 00:29:13.580 He scheduled the whole week. 00:29:13.601 --> 00:29:13.901 It's ten. 00:29:14.060 --> 00:29:14.602 It's ten bucks. 00:29:15.142 --> 00:29:17.423 Like we could have sections of the month 00:29:17.442 --> 00:29:18.223 where we're like, OK, 00:29:18.243 --> 00:29:19.703 let's talk about third party schedule 00:29:20.005 --> 00:29:20.424 schedulers. 00:29:20.505 --> 00:29:21.965 Number one, should you use one or not? 00:29:23.046 --> 00:29:24.346 And then if you're gonna use one, 00:29:24.586 --> 00:29:25.528 here's the warts. 00:29:25.667 --> 00:29:26.647 I want the warts. 00:29:26.948 --> 00:29:28.588 I want the bad parts first. 00:29:28.888 --> 00:29:30.329 Cost, difficulty, 00:29:30.750 --> 00:29:32.131 does it throttle your posts? 00:29:32.391 --> 00:29:33.711 And then we get into the good stuff, 00:29:33.751 --> 00:29:35.093 which is it makes it easy, 00:29:35.153 --> 00:29:36.693 it's very visual, it gives me analytics. 00:29:37.913 --> 00:29:41.316 This content challenge will create more 00:29:41.355 --> 00:29:43.057 content for people like Tony and I, 00:29:43.076 --> 00:29:44.478 because we talk to creators, 00:29:44.817 --> 00:29:46.378 but hopefully it takes people like Dave 00:29:46.398 --> 00:29:46.739 and says, 00:29:47.298 --> 00:29:48.140 Oh, I never thought about that. 00:29:48.160 --> 00:29:49.863 That saves me twenty two percent on a 00:29:49.923 --> 00:29:51.986 task that I do sixty three times a 00:29:52.046 --> 00:29:52.346 month. 00:29:52.645 --> 00:29:55.470 That's a big savings time and money. 00:29:55.490 --> 00:29:57.272 Dave never answered the second question, 00:29:57.292 --> 00:29:59.816 which is how we increase content. 00:30:00.257 --> 00:30:01.337 We'll come back to that in just a 00:30:01.397 --> 00:30:01.739 second. 00:30:03.224 --> 00:30:04.365 This goes back to, 00:30:04.445 --> 00:30:05.787 and you guys hear me say the meta 00:30:05.807 --> 00:30:06.428 game a lot. 00:30:06.488 --> 00:30:08.229 You know, there's the game, right? 00:30:08.288 --> 00:30:08.689 Poker, 00:30:09.049 --> 00:30:10.530 I want the best hand I could have. 00:30:10.590 --> 00:30:12.592 Then there's the meta game of poker. 00:30:13.012 --> 00:30:15.473 What do I think Jimmy has behind his 00:30:15.513 --> 00:30:15.795 hand? 00:30:16.115 --> 00:30:17.556 If Jimmy's not a great player, 00:30:17.935 --> 00:30:19.517 he might look at two pair and think 00:30:19.837 --> 00:30:20.817 he's got the nuts. 00:30:20.837 --> 00:30:22.579 He's got the best possible hand. 00:30:23.500 --> 00:30:25.961 I know his two pair don't beat my 00:30:26.001 --> 00:30:26.461 straight. 00:30:26.882 --> 00:30:28.624 But Jimmy might not realize that as a 00:30:28.683 --> 00:30:30.765 new player, but Jimmy is so excited, 00:30:30.785 --> 00:30:31.065 you know? 00:30:31.105 --> 00:30:31.605 And so like, 00:30:32.026 --> 00:30:33.787 what's the game under the game? 00:30:34.406 --> 00:30:35.948 I tell all of the people when I 00:30:35.969 --> 00:30:37.529 was teaching the Medicare billing course, 00:30:37.589 --> 00:30:38.730 any course that I teach, I'm like, 00:30:39.290 --> 00:30:40.151 look at this. 00:30:40.330 --> 00:30:42.232 Reverse engineer this. 00:30:42.752 --> 00:30:43.634 Al Pesh is here. 00:30:43.693 --> 00:30:44.433 Scott's here. 00:30:44.513 --> 00:30:46.174 We've got other people in the chat. 00:30:46.875 --> 00:30:48.017 You guys showed up. 00:30:48.416 --> 00:30:50.337 You guys are giving me an hour or 00:30:50.417 --> 00:30:52.660 so of your most valuable time. 00:30:53.200 --> 00:30:53.301 Thank you. 00:30:53.567 --> 00:30:55.147 You could be doing other things that put 00:30:55.188 --> 00:30:56.888 money in your pocket right this second. 00:30:57.769 --> 00:30:59.691 How did we get you to show up? 00:31:00.271 --> 00:31:01.972 How did we get you to want to 00:31:02.012 --> 00:31:02.873 be part of this? 00:31:02.932 --> 00:31:03.733 I didn't sell you. 00:31:03.773 --> 00:31:04.574 I didn't convince you. 00:31:04.634 --> 00:31:06.955 I didn't pay ads to get you here, 00:31:07.415 --> 00:31:07.696 you know? 00:31:07.737 --> 00:31:10.377 And so it's like reverse engineer what 00:31:10.417 --> 00:31:10.719 Jimmy, 00:31:10.739 --> 00:31:12.319 Dave and I are doing right now and 00:31:12.400 --> 00:31:14.240 how we're working through this process. 00:31:14.340 --> 00:31:17.083 And then you can take that framework and 00:31:17.123 --> 00:31:18.243 put it into whatever you want. 00:31:18.304 --> 00:31:20.805 If you're a neurological specialist 00:31:20.845 --> 00:31:22.787 working on post-stroke rehab, 00:31:23.487 --> 00:31:25.588 Turn this into that. 00:31:25.929 --> 00:31:28.131 Take this framework and then apply it to 00:31:28.290 --> 00:31:28.791 anything. 00:31:29.291 --> 00:31:31.094 I apply it to my total knee replacement 00:31:31.114 --> 00:31:31.794 community. 00:31:32.634 --> 00:31:33.836 Jimmy had mentioned like, 00:31:34.936 --> 00:31:36.858 we know people love to share their 00:31:36.919 --> 00:31:38.961 stories, love to share their solutions. 00:31:39.101 --> 00:31:41.563 I put a post out about, hey, 00:31:41.603 --> 00:31:42.844 what did you do for this? 00:31:43.364 --> 00:31:46.527 A thousand comments telling me what they 00:31:46.567 --> 00:31:46.946 did. 00:31:47.980 --> 00:31:48.621 Go ahead. 00:31:48.641 --> 00:31:49.701 I was reverse engineering. 00:31:49.741 --> 00:31:49.842 Like, 00:31:50.122 --> 00:31:51.343 like I think Dave and I were talking 00:31:51.363 --> 00:31:56.026 like, why is Tony's audience so engaged? 00:31:56.066 --> 00:31:57.767 Like, why does Tony put up a question? 00:31:58.326 --> 00:32:00.107 The graphic is not well designed. 00:32:00.127 --> 00:32:02.028 Like it's like the Facebook graphic. 00:32:02.088 --> 00:32:02.308 Right. 00:32:02.869 --> 00:32:05.490 And you ask a simple question about how 00:32:05.510 --> 00:32:07.271 long did you wait to do blobby blue

00:32:07.392 --> 00:32:08.252 after knee replacement? 00:32:08.313 --> 00:32:09.753 And you get a thousand comments. 00:32:10.453 --> 00:32:11.775 And the answer to me is no. 00:32:12.877 --> 00:32:15.660 That's a really deep thing you went 00:32:15.680 --> 00:32:16.039 through. 00:32:16.640 --> 00:32:17.740 You've seen a knee replacement. 00:32:17.961 --> 00:32:20.221 Dude, they are black and decker. 00:32:20.541 --> 00:32:22.042 They are chopping off bone. 00:32:22.063 --> 00:32:23.423 And people, remember as a PT student, 00:32:23.443 --> 00:32:23.864 someone's like, 00:32:23.923 --> 00:32:25.025 I don't understand why this hurts so much. 00:32:25.045 --> 00:32:28.767 I'm like, sir, sir, they sawed bones. 00:32:29.528 --> 00:32:30.807 And now you have artificial things. 00:32:31.048 --> 00:32:32.328 So these people go through this like, 00:32:32.650 --> 00:32:33.990 I mean, it's traumatic, right? 00:32:34.009 --> 00:32:36.332 It's a traumatic experience. 00:32:37.150 --> 00:32:38.891 And people love to talk about themselves, 00:32:39.250 --> 00:32:39.431 right? 00:32:39.471 --> 00:32:40.011 In a good way. 00:32:40.071 --> 00:32:41.352 I'm defending that, myself included. 00:32:41.692 --> 00:32:43.113 They talk about themselves in their own 00:32:43.153 --> 00:32:43.653 context. 00:32:43.673 --> 00:32:46.214 That gives people conversation starters. 00:32:46.375 --> 00:32:47.055 Hey, where are you from? 00:32:47.075 --> 00:32:47.496 What do you do? 00:32:47.516 --> 00:32:49.076 It's why we ask those stupid questions. 00:32:49.356 --> 00:32:49.957 How's the weather? 00:32:49.977 --> 00:32:51.698 Because we all experience it together. 00:32:52.597 --> 00:32:54.239 That's something you can use. 00:32:54.499 --> 00:32:55.940 The answer isn't just copy Tony. 00:32:56.000 --> 00:32:57.300 It's what is something... 00:32:58.307 --> 00:33:00.769 that this audience that I wanna speak to 00:33:01.089 --> 00:33:03.371 has gone through that's a deep emotional 00:33:03.431 --> 00:33:05.432 thing that they would, if someone asked, 00:33:05.451 --> 00:33:06.133 hey, have you ever done that? 00:33:06.373 --> 00:33:07.773 They'd talk for twenty minutes about their 00:33:07.814 --> 00:33:08.253 experience. 00:33:08.594 --> 00:33:10.996 Find those things, find those buttons, 00:33:11.276 --> 00:33:12.556 and you push on those buttons, 00:33:12.675 --> 00:33:14.417 push that button over and over and over 00:33:14.438 --> 00:33:15.178 and over and over and over. 00:33:15.917 --> 00:33:16.979 That's what marketing is. 00:33:17.038 --> 00:33:18.839 It's not saying a thousand different 00:33:18.859 --> 00:33:19.160 things. 00:33:19.180 --> 00:33:20.540 It's saying the same thing a thousand 00:33:20.681 --> 00:33:21.040 ways. 00:33:21.382 --> 00:33:21.842 Write that down. 00:33:22.951 --> 00:33:23.451 So Dave, 00:33:23.852 --> 00:33:26.573 what's the performance update on going 00:33:26.633 --> 00:33:28.834 from relatively low production, 00:33:28.913 --> 00:33:33.455 low view to where you are now? 00:33:33.476 --> 00:33:34.316 In terms of, 00:33:34.896 --> 00:33:36.416 you're asking about performance or like 00:33:36.477 --> 00:33:38.258 outcomes or what we're seeing or what? 00:33:38.876 --> 00:33:41.019 yeah yeah just how is the tick tock 00:33:41.038 --> 00:33:42.920 channel going like that's kind of a newer 00:33:43.000 --> 00:33:45.382 endeavor you're putting in more effort to 00:33:45.422 --> 00:33:47.804 more video i think they're looking like 00:33:47.844 --> 00:33:50.205 great videos i feel like i'm starting to 00:33:50.246 --> 00:33:53.048 see comments and different things where 00:33:53.188 --> 00:33:57.070 what's going on i because i i don't 00:33:57.131 --> 00:33:59.813 want to i try to not i don't 00:33:59.833 --> 00:34:00.554 want to engage 00:34:01.291 --> 00:34:02.692 natively in any of these platforms. 00:34:02.711 --> 00:34:02.991 So I don't, 00:34:03.152 --> 00:34:04.772 I don't want to like scroll, right. 00:34:04.893 --> 00:34:05.192 I might, 00:34:05.333 --> 00:34:06.492 I might drop a like or a comment 00:34:06.512 --> 00:34:07.772 for one of your guys' posts, but like, 00:34:07.833 --> 00:34:09.353 really, I want to go on the platform. 00:34:09.592 --> 00:34:10.713 I want to just drop my post. 00:34:10.733 --> 00:34:12.293 I want to make my post and then 00:34:12.313 --> 00:34:13.273 I want to get off the platform. 00:34:13.293 --> 00:34:15.554 So, so TikTok, so, so TikTok, 00:34:15.755 --> 00:34:17.635 I am not, I have no idea. 00:34:17.715 --> 00:34:20.034 I don't ask me any questions about TikTok. 00:34:20.114 --> 00:34:21.416 I have no idea what's going on TikTok. 00:34:21.775 --> 00:34:22.835 I don't know any of the dances or 00:34:22.856 --> 00:34:24.295 the trends or the anything. 00:34:24.916 --> 00:34:25.976 So I'll take the same, 00:34:26.076 --> 00:34:26.856 I'll take the video. 00:34:26.976 --> 00:34:29.177 Like I'll take one of the raw reels 00:34:29.197 --> 00:34:29.257 and 00:34:29.884 --> 00:34:30.603 with captions. 00:34:30.764 --> 00:34:32.364 And I posted to Instagram reels and I 00:34:32.385 --> 00:34:33.304 posted to tick tock. 00:34:35.385 --> 00:34:36.626 And we're getting more comments. 00:34:36.686 --> 00:34:37.987 What's what's interesting. 00:34:38.067 --> 00:34:41.248 What's hilarious is some of like most of 00:34:41.288 --> 00:34:43.588 our posts on tick tock get like, 00:34:44.148 --> 00:34:46.750 no comments or for like months got no 00:34:46.789 --> 00:34:47.070 comments. 00:34:47.090 --> 00:34:47.650 Okay, though. 00:34:49.260 --> 00:34:50.360 It's fine because I don't care. 00:34:50.420 --> 00:34:51.882 I'm just I'm going to post the content 00:34:51.902 --> 00:34:52.342 and I'm out. 00:34:53.063 --> 00:34:53.523 I bounce. 00:34:53.563 --> 00:34:53.943 I don't care. 00:34:54.224 --> 00:34:56.166 But now a week or two ago, 00:34:56.306 --> 00:34:57.186 I posted Dr. 00:34:57.286 --> 00:35:00.170 Ethan talking about and Tony messaged me 00:35:00.210 -->

00:35:01.391 or he said something about it. 00:35:01.411 --> 00:35:04.414 But he was saying after knee surgery, 00:35:04.833 --> 00:35:06.175 what is the biggest mistake after knee 00:35:06.215 --> 00:35:06.596 surgery? 00:35:06.715 --> 00:35:08.416 And it's putting a pillow behind your knee 00:35:08.496 --> 00:35:09.878 and having your knee bent and the pillow 00:35:09.898 --> 00:35:10.820 should be under your heel. 00:35:10.840 --> 00:35:12.181 So you work more on extension. 00:35:13.635 --> 00:35:13.675 Um, 00:35:13.695 --> 00:35:15.657 so not only did that make Tony reach 00:35:15.697 --> 00:35:16.958 out to me and send me a DM, 00:35:16.998 --> 00:35:18.440 cause he's got his own clinical thoughts 00:35:18.541 --> 00:35:18.740 on it. 00:35:18.760 --> 00:35:20.483 Cause he's treated a million people with 00:35:20.563 --> 00:35:21.905 knee surgery and knee replacement. 00:35:22.865 --> 00:35:25.128 That post doesn't even, 00:35:25.728 --> 00:35:27.351 I don't even think it has hashtag knee 00:35:27.371 --> 00:35:27.851 replacement. 00:35:27.871 --> 00:35:29.233 Maybe it does, but it doesn't have, 00:35:29.393 --> 00:35:30.514 it doesn't have new replacement in the 00:35:30.534 --> 00:35:33.177 caption and it's got something comments. 00:35:34.135 --> 00:35:34.757 of people saying, 00:35:34.896 --> 00:35:38.001 I had my knee replacement six weeks ago 00:35:38.081 --> 00:35:39.722 or six months ago or six years ago, 00:35:39.822 --> 00:35:40.885 and people want to talk about it. 00:35:41.485 --> 00:35:44.028 And so people saying, I, 00:35:44.248 --> 00:35:45.811 and it's almost like, 00:35:46.271 --> 00:35:47.293 I don't know if Tony did this on 00:35:47.333 --> 00:35:48.713 purpose or if he stumbled into it, 00:35:48.733 --> 00:35:50.597 but it's like the population, 00:35:50.996 --> 00:35:53.039 people that have knee replacement, 00:35:53.420 --> 00:35:56.222 are just seem to be very significantly 00:35:56.262 --> 00:35:58.943 outspoken online compared to like any 00:35:59.123 --> 00:36:00.784 other, you know, plantar fasciitis, 00:36:00.824 --> 00:36:04.186 rotator cuff repair, back surgery, uh, 00:36:04.246 --> 00:36:06.045 whatever, like cancer. 00:36:06.106 --> 00:36:06.387 I don't know. 00:36:06.427 --> 00:36:07.507 Whatever, whatever, whatever. 00:36:07.726 --> 00:36:10.289 Um, is that, does that sound right? 00:36:10.329 --> 00:36:10.608 Tony? 00:36:10.708 --> 00:36:12.028 Like the people that have had knee 00:36:12.068 --> 00:36:16.072 replacement want to chime in and the post 00:36:16.092 --> 00:36:17.052 was not even at, it was, 00:36:17.152 --> 00:36:18.572 it didn't even say like comment below if 00:36:18.592 --> 00:36:19.992 you've had a knee replacement and like, 00:36:20.012 --> 00:36:22.375 it was like a ton of comments. 00:36:22.474 --> 00:36:22.775 Yeah. 00:36:23.418 --> 00:36:24.260 Yeah, no, 00:36:24.280 --> 00:36:27.061 the first video that got me down this 00:36:27.141 --> 00:36:29.262 road in two thousand seventeen, 00:36:29.302 --> 00:36:32.083 two thousand sixteen was me saying, 00:36:32.123 --> 00:36:34.085 you don't have to sleep on your back 00:36:34.125 --> 00:36:36.387 with the knee extended and leg elevated. 00:36:36.447 --> 00:36:37.766 You can let the knee bend. 00:36:37.847 --> 00:36:38.628 It's OK. 00:36:39.768 --> 00:36:42.110 And that video blew up to like seventy 00:36:42.130 --> 00:36:43.070 thousand views. 00:36:44.030 --> 00:36:45.791 And that's where I saw there was 00:36:45.873 --> 00:36:49.514 opportunity here, and that was on YouTube. 00:36:49.755 --> 00:36:53.257 Now the trick is you identify that piece 00:36:53.318 --> 00:36:55.239 of content is a trigger, 00:36:56.019 --> 00:36:57.121 and you keep that. 00:36:57.161 --> 00:36:57.961 Like Jimmy said, 00:36:58.021 --> 00:36:59.963 you don't say a thousand different things. 00:36:59.983 --> 00:37:01.824 You say one thing a thousand different 00:37:01.864 --> 00:37:03.065 ways a thousand times. 00:37:03.885 --> 00:37:06.668 I've got a growing list of I know 00:37:06.708 --> 00:37:08.148 every time I put this out, 00:37:08.628 --> 00:37:10.088 I'm going to generate engagement. 00:37:10.168 --> 00:37:11.989 I'm going to generate comments and it 00:37:12.010 --> 00:37:12.610 could be negative. 00:37:12.630 --> 00:37:13.530 It could be positive. 00:37:13.670 --> 00:37:15.092 I don't go the negative route. 00:37:16.432 --> 00:37:16.813 But yeah, 00:37:16.833 --> 00:37:18.773 that that is an absolute trigger. 00:37:18.853 --> 00:37:19.273 Now, 00:37:19.534 --> 00:37:21.315 I would say like if you look in 00:37:21.375 --> 00:37:24.376 some of the discrimination support groups, 00:37:24.416 --> 00:37:26.378 if you look in the rotator cuff support 00:37:26.418 --> 00:37:28.838 groups, every one of these conditions, 00:37:29.239 --> 00:37:30.599 there is going to be a lot of 00:37:30.639 --> 00:37:31.840 people who want to talk about 00:37:34.782 --> 00:37:36.284 And you tickle those problems. 00:37:37.184 --> 00:37:40.346 And that's what generates these outsized 00:37:40.445 --> 00:37:41.126 results. 00:37:41.407 --> 00:37:42.427 Yep. 00:37:42.527 --> 00:37:43.829 And you can do it in a very 00:37:43.869 --> 00:37:44.369 positive. 00:37:44.889 --> 00:37:46.650 That's why I started the knee replacement 00:37:46.670 --> 00:37:47.291 support group, 00:37:47.311 --> 00:37:48.931 which is over twenty three thousand 00:37:48.972 --> 00:37:49.753 members now, 00:37:50.193 --> 00:37:52.855 because I saw all the negativity and the 00:37:52.894 --> 00:37:54.755 hate and the destruction that was out 00:37:54.775 --> 00:37:54.916 there. 00:37:54.936 --> 00:37:55.195 I was like, 00:37:55.215 --> 00:37:56.556 there's got to be something better. 00:37:57.938 --> 00:37:58.318 So. 00:37:58.338 --> 00:37:59.498 So, yeah, 00:37:59.518 --> 00:38:01.981 we as a profession rage on this. 00:38:02.641 --> 00:38:03.342 We will say, 00:38:03.442 --> 00:38:04.963 look at this person over here. 00:38:04.983 --> 00:38:06.625

We'll attack their qualifications. 00:38:07.385 --> 00:38:08.987 I think that's the dumbest. 00:38:09.007 --> 00:38:10.449 That's called ad hominem. 00:38:10.469 --> 00:38:11.469 That's a logical fallacy. 00:38:11.750 --> 00:38:13.952 Look at this chiropractor over here. 00:38:14.052 --> 00:38:15.554 Don't attack them because they're a 00:38:15.574 --> 00:38:16.213 chiropractor. 00:38:16.554 --> 00:38:18.155 Attack the argument, never the person. 00:38:19.195 --> 00:38:20.635 but don't even attack the argument. 00:38:21.315 --> 00:38:21.476 So, 00:38:21.615 --> 00:38:24.155 so many PTs go into PT focus groups 00:38:24.677 --> 00:38:25.356 to kibitz, 00:38:25.637 --> 00:38:27.297 to bitch about something outside, 00:38:27.536 --> 00:38:28.637 but they don't do anything about it. 00:38:29.277 --> 00:38:30.657 How do we stop these people on the 00:38:30.697 --> 00:38:31.757 internet for spreading lies? 00:38:32.018 --> 00:38:32.438 You don't. 00:38:33.039 --> 00:38:33.878 Have you met the world? 00:38:33.938 --> 00:38:34.778 Have you met people? 00:38:35.259 --> 00:38:37.380 I need you to grab a phone and 00:38:37.440 --> 00:38:38.920 create five good things. 00:38:39.099 --> 00:38:40.601 That's the only thing you got, people. 00:38:40.960 --> 00:38:41.880 Start, look at it. 00:38:41.900 --> 00:38:43.722 You're gonna build a bridge to the land 00:38:43.742 --> 00:38:44.302 of goodness? 00:38:44.661 --> 00:38:45.541 Grab a brick. 00:38:45.882 --> 00:38:47.802 A brick is a piece of content. 00:38:48.242 --> 00:38:50.364 And the other team has a six year 00:38:50.385 --> 00:38:52.347 head start and a bulldozer. 00:38:52.748 --> 00:38:55.110 So you better get to work or stop 00:38:55.150 --> 00:38:56.291 bitching about it. 00:38:56.331 --> 00:38:57.472 That's not helpful, right? 00:38:57.833 --> 00:39:00.675 This is your chance to rage against the 00:39:00.695 --> 00:39:03.039 machine in a very, very good way. 00:39:03.619 --> 00:39:05.240 And you're either helping 00:39:06.097 --> 00:39:07.940 or you're hurting, just like muscle. 00:39:08.240 --> 00:39:09.463 It's growing or atrophying. 00:39:09.623 --> 00:39:12.286 There's no homeostasis in this. 00:39:12.567 --> 00:39:14.608 You are on team, do something about it, 00:39:14.929 --> 00:39:17.914 or you are, can't complain, but you will, 00:39:18.333 --> 00:39:19.695 but you're not doing anything about it. 00:39:19.856 --> 00:39:20.617 So you're not on my team. 00:39:21.536 --> 00:39:23.557 So for people who are coming in late 00:39:23.737 --> 00:39:26.760 and for Dave, David said, you know, 00:39:27.541 --> 00:39:28.621 how much content, 00:39:28.661 --> 00:39:29.782 twenty pieces of content, 00:39:29.822 --> 00:39:30.483 all this kind of stuff. 00:39:30.523 --> 00:39:31.804 What's the what's the format? 00:39:32.164 --> 00:39:32.605 Basically, 00:39:32.644 --> 00:39:34.126 what we said was I was going to 00:39:34.166 --> 00:39:36.507 make this kind of like a martial arts 00:39:36.608 --> 00:39:37.389

dojo. 00:39:37.789 --> 00:39:39.210 You've got different levels. 00:39:39.231 --> 00:39:40.952 So a white belt coming in. 00:39:41.431 --> 00:39:43.333 They're not producing any content. 00:39:43.353 --> 00:39:44.954 They want to get one piece of content 00:39:44.974 --> 00:39:45.215 a week. 00:39:47.722 --> 00:39:49.971 Dave, what do you think? 00:39:49.990 --> 00:39:50.833 Dave, what do you think? 00:39:51.275 --> 00:39:51.717 I love it. 00:39:53.527 --> 00:39:54.909 Was that created this morning on the fly 00:39:54.929 --> 00:39:55.509 or yesterday? 00:39:55.588 --> 00:39:58.090 I was prompting it while Tony was... 00:39:58.289 --> 00:39:59.989 My original comment in the Facebook group 00:40:00.030 --> 00:40:01.471 this morning with you and with us three 00:40:01.490 --> 00:40:03.030 was, I didn't see a name. 00:40:03.090 --> 00:40:05.072 I was like, I love the belt thing. 00:40:05.152 --> 00:40:07.273 That gives me graded goals. 00:40:07.313 --> 00:40:09.634 It's not just home run or strike out. 00:40:09.673 --> 00:40:10.134 It's like, oh, 00:40:10.193 --> 00:40:11.094 I could just earn a little. 00:40:11.594 --> 00:40:12.375 And then I was like, 00:40:12.394 --> 00:40:12.934 you know my rule. 00:40:13.014 --> 00:40:13.974 It's got to have a name. 00:40:14.195 --> 00:40:15.795 The wilder, the weirder, 00:40:16.255 --> 00:40:17.036 sort of the better. 00:40:17.115 --> 00:40:18.976 And I think content dojo and you take... 00:40:19.898 --> 00:40:20.257 you know, 00:40:20.858 --> 00:40:22.780 you take everything about like martial 00:40:22.860 --> 00:40:27.702 arts and you triple down on it. 00:40:27.742 --> 00:40:28.563 So the thing that... 00:40:30.293 --> 00:40:31.733 So going through this, the belts, 00:40:31.773 --> 00:40:34.134 you know, you, Dave, 00:40:34.393 --> 00:40:36.153 I would put you in that yellow belt, 00:40:36.173 --> 00:40:38.394 green belt category where you're already 00:40:38.434 --> 00:40:39.335 creating content, 00:40:39.355 --> 00:40:40.474 you already have a channel, 00:40:40.514 --> 00:40:41.936 you already have some systems. 00:40:42.416 --> 00:40:42.936 So it's like, 00:40:43.536 --> 00:40:45.356 what is the level of challenge that's 00:40:45.376 --> 00:40:48.876 appropriate for you to move forward in 00:40:48.936 --> 00:40:49.916 this process? 00:40:51.057 --> 00:40:51.418 For me, 00:40:52.757 --> 00:40:55.038 I've hit twenty pieces of content a day. 00:40:55.237 --> 00:40:57.518 I've done it a few times, multiple times. 00:40:57.559 --> 00:40:58.418 I hit it last night. 00:40:58.918 --> 00:41:00.340 I was sitting there at ten, eight, 00:41:00.360 --> 00:41:00.880 ten p.m., 00:41:01.260 --> 00:41:03.141 watching the Reds lose to the Braves. 00:41:03.541 --> 00:41:04.081 And I was like, 00:41:04.201 --> 00:41:06.302 I just need two more pieces of content, 00:41:06.342 --> 00:41:07.802 you know, so I pop them out, boom, 00:41:07.943 --> 00:41:09.643 hit my twenty pieces for the twenty four 00:41:09.663 --> 00:41:10.322 hour period. 00:41:11.583 --> 00:41:14.045 It's totally adaptable to wherever you 00:41:14.204 --> 00:41:14.385 are. 00:41:14.885 --> 00:41:17.726 moving you from where you are at least 00:41:17.847 --> 00:41:18.947 one or two steps forward. 00:41:19.009 --> 00:41:19.789 That's the idea. 00:41:20.068 --> 00:41:22.952 Now, my personal goal, my mission is, yes, 00:41:23.072 --> 00:41:24.932 ten reels, which are videos. 00:41:24.952 --> 00:41:26.134 They could be YouTube shorts. 00:41:26.173 --> 00:41:27.454 They could be Instagram reels. 00:41:27.474 --> 00:41:28.715 They could be Pinterest posts. 00:41:29.217 --> 00:41:34.240 Ten reels, probably six to eight photos. 00:41:34.981 --> 00:41:37.423 and then one or two either text posts 00:41:37.603 --> 00:41:39.407 or images of text posts, 00:41:40.288 --> 00:41:41.929 whatever's working well at the time. 00:41:42.289 --> 00:41:43.311 That hits my twenty. 00:41:43.831 --> 00:41:45.094 And in the process, 00:41:45.114 --> 00:41:47.115 and for everybody who's going to do this, 00:41:48.007 --> 00:41:49.168 Again, it's not just, 00:41:49.788 --> 00:41:51.489 don't look at what you see. 00:41:52.050 --> 00:41:54.451 Look at why we are doing it. 00:41:54.550 --> 00:41:55.592 I told you guys the other day, 00:41:55.692 --> 00:41:57.893 I've got a student that's coming in a 00:41:57.914 --> 00:41:58.713 couple hours a day. 00:41:59.275 --> 00:42:01.056 I tell her every single day, 00:42:01.135 --> 00:42:02.757 it doesn't matter what I do with the 00:42:02.797 --> 00:42:03.177 patient. 00:42:03.217 --> 00:42:04.177 What you have to do, 00:42:04.237 --> 00:42:05.998 your job as a student is to understand, 00:42:06.559 --> 00:42:08.000 why did I make that decision? 00:42:08.380 --> 00:42:09.722 You don't even have to agree with my 00:42:09.762 --> 00:42:10.262 decision. 00:42:10.581 --> 00:42:12.804 Just understand the process behind, 00:42:13.284 --> 00:42:15.344 why did I make this decision for this 00:42:15.385 --> 00:42:17.286 person at this moment in time? 00:42:18.367 --> 00:42:21.570 This challenge is about why is he doing 00:42:21.630 --> 00:42:21.969 that? 00:42:22.110 --> 00:42:24.731 Why is Jimmy and Dave doing that? 00:42:25.032 --> 00:42:26.813 They're not making the same decisions. 00:42:26.893 --> 00:42:29.034 What's the context around the decision? 00:42:29.576 --> 00:42:31.536 And then how do I use this to 00:42:31.577 --> 00:42:34.519 build a framework that's reproducible? 00:42:36.161 --> 00:42:37.822 I think I'm a little different than Dave. 00:42:37.942 --> 00:42:40.463 I'm not sure Dave's personality quite yet, 00:42:40.905 --> 00:42:43.626 but like I can build a framework. 00:42:44.887 --> 00:42:45.307 Say it again. 00:42:47.369 --> 00:42:48.570 I can build a framework. 00:42:48.710 --> 00:42:50.333 I can build a content schedule. 00:42:50.472 --> 00:42:51.414 I can have, you know, 00:42:51.833 --> 00:42:53.795 ten posts or ten reels a day for 00:42:53.835 --> 00:42:55.416

thirty days ready to go. 00:42:56.038 --> 00:42:57.938 But I'm not good at following it. 00:42:58.519 --> 00:43:00.300 I'm more, I think, in the Jimmy camp. 00:43:00.802 --> 00:43:02.963 I tend to get distracted really easily. 00:43:03.123 --> 00:43:04.204 I lose focus. 00:43:04.264 --> 00:43:05.485 I want to do different things. 00:43:05.666 --> 00:43:07.367 One day I might produce thirty pieces. 00:43:07.487 --> 00:43:09.449 One day I might produce five pieces. 00:43:09.489 --> 00:43:09.730 Yeah. 00:43:11.490 --> 00:43:13.632 I think Dave has a much more regimented 00:43:13.672 --> 00:43:14.552 personality, 00:43:15.072 --> 00:43:17.554 and so he can follow a proven process. 00:43:17.594 --> 00:43:19.036 You give Dave a proven process, 00:43:19.376 --> 00:43:20.336 he's going to make it work. 00:43:20.737 --> 00:43:22.358 You give me a proven process, 00:43:22.838 --> 00:43:24.119 it's a fifty-fifty chance. 00:43:24.460 --> 00:43:26.521 I might not follow that process. 00:43:26.740 --> 00:43:29.382 The crazy thing happens when you stop 00:43:29.443 --> 00:43:32.264 counting shots and you just start shooting 00:43:32.304 --> 00:43:34.027 harder or swinging more. 00:43:34.686 --> 00:43:36.329 What Scott is saying here is shoot for 00:43:36.389 --> 00:43:38.389 progress, not perfection. 00:43:38.891 --> 00:43:40.811 They did a study where they took a 00:43:40.871 --> 00:43:41.733 pottery class, 00:43:41.793 --> 00:43:43.134 college-level pottery class. 00:43:43.213 --> 00:43:44.936 There are college-level pottery classes? 00:43:45.056 --> 00:43:46.436 Okay, fine. 00:43:47.418 --> 00:43:48.418 Correct me if I'm wrong or see where 00:43:48.438 --> 00:43:49.358 I screw up on this one, Tony, 00:43:49.378 --> 00:43:49.980 since you've heard of it. 00:43:50.599 --> 00:43:52.121 They A beat them, 00:43:52.221 --> 00:43:53.141 they put them in two groups, 00:43:53.260 --> 00:43:54.641 and they said, hey, group A, 00:43:54.762 --> 00:43:58.123 your goal is to create the perfect pot. 00:43:58.902 --> 00:44:00.224 Your goal is to create the, 00:44:00.264 --> 00:44:02.684 and we're gonna judge you on perfection, 00:44:02.925 --> 00:44:04.485 how close you are to perfect. 00:44:05.226 --> 00:44:06.365 And group B was, 00:44:06.585 --> 00:44:08.467 we're gonna judge you on how many pots. 00:44:08.686 --> 00:44:09.387 What kind of pots? 00:44:10.307 --> 00:44:10.867 Pots. 00:44:11.668 --> 00:44:12.268 And Tony, 00:44:12.307 --> 00:44:14.068 what happened with the two groups? 00:44:14.128 --> 00:44:15.929 Which one produced better pots? 00:44:16.846 --> 00:44:17.166 Yeah, 00:44:17.266 --> 00:44:18.768 it's the one that did a pot every 00:44:18.788 --> 00:44:19.047 day. 00:44:20.369 --> 00:44:22.329 They ended up winning the competition and 00:44:22.349 --> 00:44:23.510 this has been done kind of, 00:44:23.530 --> 00:44:24.952 or at least the story goes, 00:44:24.992 --> 00:44:26.853 it's been done a couple of different ways. 00:44:27.634 --> 00:44:31.056 It's a quantity versus quality discussion. 00:44:31.757 --> 00:44:33.038 And I think if we look at the 00:44:33.079 --> 00:44:34.679 profession as a whole, 00:44:34.719 --> 00:44:37.081 if we generalize physical therapists, 00:44:37.722 --> 00:44:39.724 They want to study, study, study, study, 00:44:39.764 --> 00:44:42.306 study and produce a perfect product as 00:44:42.387 --> 00:44:45.449 opposed to let's just go practice. 00:44:45.510 --> 00:44:46.150 Let's play. 00:44:46.210 --> 00:44:49.094 Let's have some fun and then see what 00:44:49.153 --> 00:44:49.713 happens. 00:44:50.114 --> 00:44:51.635 It is not in the nature of who's 00:44:51.675 --> 00:44:53.018 attracted to the profession. 00:44:53.637 --> 00:44:57.943 This is why I think that brands, 00:44:58.282 --> 00:45:00.945 company accounts do so poorly. 00:45:02.297 --> 00:45:02.978 Couple reasons. 00:45:03.657 --> 00:45:05.599 You're gonna have creativity by committee. 00:45:06.159 --> 00:45:07.318 You're gonna have nine. 00:45:07.820 --> 00:45:08.039 Tony, 00:45:08.059 --> 00:45:09.780 what would happen if you had nine people 00:45:09.820 --> 00:45:11.340 touch one of your videos before it went 00:45:11.420 --> 00:45:11.621 out? 00:45:12.760 --> 00:45:14.860 When you ask for someone's opinion or 00:45:14.900 --> 00:45:16.942 approval, they'll give it to you. 00:45:17.501 --> 00:45:19.523 And it doesn't mean it's any good. 00:45:21.061 --> 00:45:24.103 The other angle is marketing, dude. 00:45:24.523 --> 00:45:26.385 Tony, what you do is so freaking easy, 00:45:26.485 --> 00:45:26.925 simple. 00:45:27.065 --> 00:45:28.286 It's easy, dude. 00:45:28.327 --> 00:45:30.367 Look how low quality that is. 00:45:30.527 --> 00:45:31.628 Dude, what is it, on a phone? 00:45:32.128 --> 00:45:33.010 That's fine. 00:45:34.130 --> 00:45:35.751 People look at what you do and they 00:45:35.771 --> 00:45:36.612 go, so again, 00:45:36.913 --> 00:45:38.614 I will back you up and myself included. 00:45:38.954 --> 00:45:41.777 It's not the four thousand dollar camera. 00:45:42.516 --> 00:45:43.498 It's not the three hundred dollar 00:45:43.538 --> 00:45:44.018 microphone. 00:45:44.038 --> 00:45:45.800 It's the fact that you failed thirty two 00:45:45.840 --> 00:45:48.101 times and then you found something and you 00:45:48.141 --> 00:45:49.762 tripled down on the thing that you found. 00:45:51.365 --> 00:45:51.974 You got to get- 00:45:52.905 --> 00:45:53.826 That's actually, I think, 00:45:53.905 --> 00:45:56.708 what probably helped me jumpstart. 00:45:57.148 --> 00:45:59.128 I had already had the At Concierge Pain 00:45:59.148 --> 00:46:01.150 Relief Instagram handle for years. 00:46:01.650 --> 00:46:03.391 I think that one of those specific things 00:46:03.452 --> 00:46:04.592 over the past couple of years with Tony 00:46:04.632 --> 00:46:05.713 was I was like, 00:46:06.693 --> 00:46:07.434 I don't want to do it. 00:46:07.494 --> 00:46:08.175 I'll record it, 00:46:08.195 --> 00:46:11.378 but I do hate the

processing, 00:46:11.538 --> 00:46:13.818 the uploading of the files online. 00:46:14.278 --> 00:46:15.039 And I was like, 00:46:15.079 --> 00:46:16.621 I'll just outsource it and I'll pay 00:46:16.641 --> 00:46:17.362 someone to do it or whatever. 00:46:17.681 --> 00:46:19.983 But Tony, he would just nicely drop, 00:46:20.003 --> 00:46:20.384 he's like, 00:46:21.023 --> 00:46:22.085 I'm just doing these on my phone. 00:46:23.144 --> 00:46:24.905 Like I just like pulled my phone out 00:46:24.945 --> 00:46:26.985 and I like record some patients and some 00:46:27.005 --> 00:46:29.646 videos and the more it like at some 00:46:29.686 --> 00:46:30.306 point it resonated. 00:46:30.367 --> 00:46:31.387 I don't know if it was a year 00:46:31.427 --> 00:46:32.228 ago, two years ago. 00:46:32.307 --> 00:46:33.768 At some point it resonated with me where 00:46:33.788 --> 00:46:35.869 I was just like, Oh right. 00:46:35.949 --> 00:46:36.829 Like no. 00:46:37.568 --> 00:46:38.469 Um, yes. 00:46:38.509 --> 00:46:39.909 And I'm, I'm in cam Tony as well. 00:46:39.949 --> 00:46:40.590 Leslie's here. 00:46:40.690 --> 00:46:41.530 She's in cam Tony. 00:46:41.929 --> 00:46:43.831 We're all in cam Tony because Tony helped 00:46:43.851 --> 00:46:46.490 me realize just record some stuff. 00:46:46.851 --> 00:46:48.652 And it's literally like any, um, 00:46:49.523 --> 00:46:51.005 HEP stuff or Therac stuff, 00:46:51.085 --> 00:46:52.887 anything that you're saying to a patient 00:46:52.927 --> 00:46:53.327 like, hey, 00:46:53.387 --> 00:46:55.487 there's this thing is on Amazon and it's 00:46:55.527 --> 00:46:57.730 ten bucks and it could help you sleep 00:46:57.750 --> 00:46:59.570 better or it could help you, you know, 00:46:59.670 --> 00:47:01.952 whatever between visits and just simple 00:47:01.972 --> 00:47:04.273 videos without like without it being 00:47:04.494 --> 00:47:04.795 edited, 00:47:04.815 --> 00:47:06.356 without it even going through like a 00:47:07.115 --> 00:47:09.697 person that's going to consult or edit or 00:47:09.737 --> 00:47:10.119 whatever. 00:47:10.278 --> 00:47:11.980 And like, you know, yeah, tinker with it. 00:47:12.300 --> 00:47:13.121 He's just like, 00:47:13.141 --> 00:47:14.981 just record the stuff and put it out 00:47:15.001 --> 00:47:15.141 there. 00:47:15.422 --> 00:47:16.963 And a lot of times I think over 00:47:16.983 --> 00:47:17.264 the years, 00:47:17.284 --> 00:47:17.443 like 00:47:18.164 --> 00:47:20.445 i'm still like i like i must do 00:47:20.485 --> 00:47:22.327 captions and i you know just make it 00:47:22.367 --> 00:47:24.548 better and tony if you look at thousands 00:47:24.568 --> 00:47:26.971 of tony's videos like there's no captions 00:47:26.990 --> 00:47:29.072 there's no intro there's no outro there's 00:47:29.132 --> 00:47:32.394 no call to action nothing and he's grown 00:47:32.414 --> 00:47:34.115 his instagram from nothing to like 00:47:34.396 --> 00:47:36.518 significant and tick tock significantly 00:47:36.557 --> 00:47:38.358 youtube significantly facebook group 00:47:38.378 --> 00:47:40.721 significantly and it's just from the 00:47:40.760 --> 00:47:42.402 volume so i think the biggest takeaway 00:47:42.422 --> 00:47:43.742 like we're talking about overarching 00:47:43.802 --> 00:47:45.684 things for this whole uh 00:47:46.583 --> 00:47:49.646 This whole like free challenge from Tony 00:47:49.666 --> 00:47:50.045 is just like, 00:47:50.425 --> 00:47:52.867 you guys just need to put your ego 00:47:52.907 --> 00:47:53.327 aside. 00:47:53.427 --> 00:47:54.668 You just got to record a bunch of 00:47:54.688 --> 00:47:56.009 stuff, throw it up there. 00:47:56.088 --> 00:47:56.929 Don't even care, 00:47:56.969 --> 00:47:58.070 have no expectation of it. 00:47:58.090 --> 00:47:58.969 Just put it up there. 00:47:59.550 --> 00:48:00.630 And if you do that enough, 00:48:00.751 --> 00:48:02.891 then you may see some traction, 00:48:03.413 --> 00:48:04.552 but don't have any expectations. 00:48:05.873 --> 00:48:06.554 Don't be fearful. 00:48:07.173 --> 00:48:08.715 Dr. Leslie Walkie of The Recovery Room. 00:48:08.735 --> 00:48:09.576 She just dropped a book. 00:48:10.322 --> 00:48:10.882 Dr. Walkie, 00:48:10.902 --> 00:48:12.065 I'm sorry I haven't responded to your text 00:48:12.085 --> 00:48:12.467 message. 00:48:12.907 --> 00:48:13.648 I got distracted. 00:48:13.809 --> 00:48:15.172 You have to text me eleven times to 00:48:15.192 --> 00:48:15.773 get a response. 00:48:16.134 --> 00:48:17.536 She's saying she's in Camp Tony, 00:48:17.958 --> 00:48:19.762 but her brain lives in Camp Dave. 00:48:19.961 --> 00:48:21.304 Here's the first tidbit I'll give. 00:48:22.434 --> 00:48:24.036 Here's the first ticket I'll give. 00:48:24.737 --> 00:48:25.878 Don't live in either of them. 00:48:26.119 --> 00:48:29.442 Go visit Camp Tony and be really creative 00:48:29.541 --> 00:48:31.023 and record a bunch of stuff and then 00:48:31.204 --> 00:48:32.105 put it somewhere. 00:48:32.405 --> 00:48:33.786 And then when your brain is in 00:48:33.947 --> 00:48:35.047 organization mode, 00:48:35.407 --> 00:48:36.548 go over to Camp David and go, oh, 00:48:36.608 --> 00:48:37.789 now I have stuff to process. 00:48:38.050 --> 00:48:39.092 That's where you can sort of get in 00:48:39.132 --> 00:48:40.913 flow state and like, oh, 00:48:41.034 --> 00:48:42.094 I'm going to take the video. 00:48:42.454 --> 00:48:44.295 Drop it here, wait thirty seconds, 00:48:44.376 --> 00:48:45.655 do the thing, do the thing, 00:48:45.735 --> 00:48:46.235 do the thing. 00:48:46.436 --> 00:48:47.916 That's where you can become an assembly 00:48:47.956 --> 00:48:48.197 line. 00:48:48.516 --> 00:48:50.137 I don't want you to have the creativity 00:48:50.177 --> 00:48:51.038 be an assembly line. 00:48:51.257 --> 00:48:52.597 I want there to be a process or 00:48:52.617 --> 00:48:53.518 else nothing gets done. 00:48:54.018 --> 00:48:55.259 The last thing I'll say about why I 00:48:55.298 -->

00:48:56.599 think brand camps, 00:48:57.059 --> 00:48:59.639 big huge companies with marketing teams. 00:49:00.280 --> 00:49:01.400 I've had some of those people at 00:49:01.440 --> 00:49:02.001 conferences. 00:49:02.340 --> 00:49:02.981 Pull me aside. 00:49:03.342 --> 00:49:05.242 I do not understand how your podcast 00:49:05.481 --> 00:49:06.242 outperforms us. 00:49:06.483 --> 00:49:07.282 I just, I don't get it. 00:49:07.483 --> 00:49:08.603 What's the secret? 00:49:08.882 --> 00:49:09.483 Can you help me? 00:49:10.224 --> 00:49:10.784 I said yes. 00:49:12.260 --> 00:49:14.125 What is your approval process? 00:49:14.346 --> 00:49:16.271 Let's say you have a great idea on 00:49:16.351 --> 00:49:17.393 Monday at eight a.m. 00:49:19.300 --> 00:49:21.282 How many people does that need to be 00:49:21.342 --> 00:49:23.902 touched by, approved by, changed by, 00:49:24.322 --> 00:49:26.143 and when does that idea become a thing? 00:49:26.202 --> 00:49:27.844 And she goes, I do not even, 00:49:28.083 --> 00:49:28.443 I don't even, 00:49:28.643 --> 00:49:29.885 I've been through the process for two 00:49:29.905 --> 00:49:30.065 years. 00:49:30.385 --> 00:49:31.284 I can't even tell you because it's 00:49:31.324 --> 00:49:33.005 different every time. 00:49:33.106 --> 00:49:33.965 That's all you need to hear. 00:49:34.706 --> 00:49:35.465 That's all you need to hear. 00:49:36.007 --> 00:49:37.067 I am a pirate ship. 00:49:37.746 --> 00:49:38.847 Do I want to go left today? 00:49:39.047 --> 00:49:39.827 We're going left. 00:49:40.367 --> 00:49:41.347 And what are we going to find there? 00:49:41.708 --> 00:49:42.289 Don't know, 00:49:42.648 --> 00:49:44.809 but it's my treasure if we do, 00:49:45.090 --> 00:49:46.170 and it's my loss if we don't. 00:49:46.409 --> 00:49:47.971 Brands have thirty-two people on a 00:49:47.990 --> 00:49:48.610 marketing team. 00:49:49.875 --> 00:49:51.878 Those people and their bosses have to 00:49:51.938 --> 00:49:53.021 approve every little thing. 00:49:53.641 --> 00:49:54.844 I'll give it to you an analogy. 00:49:56.166 --> 00:49:57.929 A brand says we need a better presence 00:49:57.989 --> 00:49:58.409 online. 00:49:58.429 --> 00:50:00.293 Okay, let's hire someone to do the job. 00:50:00.494 --> 00:50:01.255 Here's the problem. 00:50:02.625 --> 00:50:04.206 That person's gonna have to lay out a 00:50:04.246 --> 00:50:04.626 plan. 00:50:05.168 --> 00:50:06.528 They're gonna want you to stick to that 00:50:06.568 --> 00:50:08.451 plan forever. 00:50:09.351 --> 00:50:11.333 That's not how the world works, 00:50:11.434 --> 00:50:12.054 right off the bat. 00:50:12.114 --> 00:50:14.157 We're already off the chart, right? 00:50:15.117 --> 00:50:18.242 It's similar to, we need music. 00:50:18.961 --> 00:50:20.523 That guy plays guitar. 00:50:21.405 --> 00:50:22.284 Let's hire him. 00:50:22.925 --> 00:50:24.186 We put him in the lobby. 00:50:24.545 --> 00:50:25.106 And then we go, 00:50:25.786 --> 00:50:27.588 what we should do

is, dude, rock out. 00:50:28.068 --> 00:50:28.947 Maybe some feedback. 00:50:29.168 --> 00:50:31.688 We want some fun vibe, upbeat. 00:50:31.849 --> 00:50:32.809 That's good feedback. 00:50:32.989 --> 00:50:33.610 Hey, that's good. 00:50:33.650 --> 00:50:34.971 Could you make it a little dancier? 00:50:35.311 --> 00:50:35.550 Great. 00:50:35.590 --> 00:50:35.751 Yeah. 00:50:35.771 --> 00:50:36.271 How about this? 00:50:36.710 --> 00:50:37.431 Bad feedback. 00:50:37.452 --> 00:50:38.612 And this is what brands do. 00:50:41.032 --> 00:50:42.333 I'm going to touch the strings a little 00:50:42.353 --> 00:50:44.673 bit because I've seen someone play guitar 00:50:44.793 --> 00:50:46.554 a lot and I know what I like 00:50:46.594 --> 00:50:47.153 to listen to. 00:50:48.173 --> 00:50:49.434 I'm just going to poke the strings. 00:50:49.614 --> 00:50:50.614 What's this button do? 00:50:51.835 --> 00:50:52.675 I sort of like that. 00:50:52.715 --> 00:50:53.315 Is that good? 00:50:53.675 --> 00:50:54.615 Could you play this? 00:50:54.795 --> 00:50:55.516 It's not a song, 00:50:55.536 --> 00:50:56.456 but I just like it. 00:50:56.715 --> 00:50:58.036 I saw someone else play that song. 00:50:58.157 --> 00:50:59.016 Can you do that song? 00:50:59.757 --> 00:51:01.336 You touch it too much. 00:51:01.436 --> 00:51:02.896 The last thing I'll say is why you're 00:51:02.916 --> 00:51:04.697 going to screw up or brands screw up 00:51:05.677 --> 00:51:07.057 is a scene from one of the greatest 00:51:07.097 --> 00:51:09.679 and worst movies of all time, Armageddon. 00:51:10.512 --> 00:51:11.472 Now think of the premise. 00:51:12.333 --> 00:51:14.695 You have to drop a hole in an 00:51:14.775 --> 00:51:16.335 asteroid to put a nuke to save the 00:51:16.376 --> 00:51:16.717 world. 00:51:17.217 --> 00:51:17.677 And they were like, 00:51:17.797 --> 00:51:19.938 we're gonna teach astronauts to be oil 00:51:19.978 --> 00:51:20.318 drillers. 00:51:20.358 --> 00:51:22.280 And he's like, no, no, that's dumb. 00:51:22.701 --> 00:51:24.641 These smart astronauts who were like 00:51:24.722 --> 00:51:27.123 amazing athletes and scientists and just 00:51:27.204 --> 00:51:27.643 brilliant. 00:51:28.204 --> 00:51:29.786 No, we're gonna put oil drillers in space. 00:51:29.905 --> 00:51:30.166 Okay, 00:51:30.326 --> 00:51:31.847 even if I have suspended disbelief that 00:51:31.867 --> 00:51:32.608 that's a good idea, 00:51:32.688 --> 00:51:34.829 I do love the line from Bruce Willis, 00:51:34.849 --> 00:51:35.309 which is like, 00:51:36.931 --> 00:51:38.692 somebody somewhere told you I was the 00:51:38.731 --> 00:51:39.012 best. 00:51:39.773 --> 00:51:40.614 And then he says, 00:51:40.835 --> 00:51:42.639 I'm the best because I work with the 00:51:42.681 --> 00:51:43.061 best. 00:51:43.722 --> 00:51:46.369 But also, he knows what he's doing. 00:51:46.710 --> 00:51:48.715 He knows how to dig deep hole. 00:51:49.960 --> 00:51:51.161 But for some reason, 00:51:51.521 --> 00:51:53.521 we hire Bruce Willis and his band of 00:51:53.581 --> 00:51:54.882 merry men and send them to space, 00:51:55.342 --> 00:51:57.563 and then we tell them how to dig 00:51:57.603 --> 00:51:58.164 the hole. 00:51:58.903 --> 00:52:00.184 And then when it doesn't get dug right, 00:52:00.224 --> 00:52:03.346 we go, I guess oil drillers don't work. 00:52:03.786 --> 00:52:04.427 I'll stop there. 00:52:04.507 --> 00:52:07.007 Here, I'm off my soapbox now. 00:52:07.027 --> 00:52:07.628 I'm a little shorter. 00:52:07.909 --> 00:52:10.110 But don't do everything I just said. 00:52:10.349 --> 00:52:11.329 Brands screw it up, 00:52:11.510 --> 00:52:12.490 and you can screw it up in your 00:52:12.530 --> 00:52:12.891 own brain. 00:52:14.297 --> 00:52:16.077 All right, let's, let's round the corner. 00:52:16.398 --> 00:52:17.179 Let's wrap it up. 00:52:17.918 --> 00:52:19.958 So here's the plan. 00:52:20.440 --> 00:52:21.179 Um, I will, 00:52:21.420 --> 00:52:23.880 we will continue to share content. 00:52:24.601 --> 00:52:26.101 Uh, we'll put it in the Facebook group. 00:52:26.141 --> 00:52:27.981 We'll, we'll share it across social media. 00:52:28.621 --> 00:52:30.141 Today is September. 00:52:30.681 --> 00:52:30.961 Uh, 00:52:31.981 --> 00:52:34.643 the next time I'm going to talk is 00:52:34.722 --> 00:52:35.302 Tuesday. 00:52:35.382 --> 00:52:38.244 I think it's the and basically here's the 00:52:38.264 --> 00:52:38.623 homework. 00:52:38.684 --> 00:52:39.764 Here's the assignment, right? 00:52:39.784 --> 00:52:42.005 Your H E P. Um, 00:52:43.143 --> 00:52:44.324 Choose a starting belt. 00:52:44.543 --> 00:52:46.043 I'll share a graphic, 00:52:46.125 --> 00:52:47.784 but figure out where you're starting. 00:52:48.626 --> 00:52:50.266 Are you a white belt coming in hoping 00:52:50.306 --> 00:52:51.427 to get one real week? 00:52:51.567 --> 00:52:52.487 Are you a green belt? 00:52:52.547 --> 00:52:53.387 Are you a black belt? 00:52:53.427 --> 00:52:54.148 Where are you? 00:52:54.568 --> 00:52:56.108 Figure out where you're starting because 00:52:56.128 --> 00:52:57.909 you can't know where you're going if you 00:52:57.929 --> 00:52:58.710 don't know where you've been. 00:52:58.731 --> 00:52:59.610 Bingo. 00:52:59.891 --> 00:53:02.972 Let's generate some content ideas. 00:53:03.373 --> 00:53:04.373 What is the topic? 00:53:04.434 --> 00:53:05.213 What is the niche? 00:53:05.233 --> 00:53:06.835 For me, it's total knee replacement. 00:53:07.614 --> 00:53:08.876 I would tell you, truthfully, 00:53:08.916 --> 00:53:10.298 for those running a practice, 00:53:10.559 --> 00:53:12.541 I don't even have five percent of my 00:53:12.581 --> 00:53:15.364 caseload that is total knee replacement. 00:53:15.505 --> 00:53:15.905 Wow. 00:53:15.985 --> 00:53:18.728 Ninety five percent is everything else. 00:53:19.028 --> 00:53:22.152 Wrist fracture, back pain, ankle injuries, 00:53:22.353 --> 00:53:23.074 everything else. 00:53:23.534 --> 00:53:25.396 But all of my content is

about knee 00:53:25.436 --> 00:53:25.938 replacement. 00:53:27.255 --> 00:53:28.376 Figure out your topic. 00:53:28.637 --> 00:53:29.418 What is your niche? 00:53:29.438 --> 00:53:32.400 What do you want to develop? 00:53:32.500 --> 00:53:34.561 Let's get three reels. 00:53:34.981 --> 00:53:36.003 I got to give you a number. 00:53:36.023 --> 00:53:38.123 Let's get three reels recorded this 00:53:38.244 --> 00:53:39.965 morning in preparation for this. 00:53:40.706 --> 00:53:41.726 I took my phone. 00:53:42.327 --> 00:53:43.568 I started in my car. 00:53:43.668 --> 00:53:45.670 I hit record and I recorded myself, 00:53:45.750 --> 00:53:47.210 my feet walking into the clinic. 00:53:47.271 --> 00:53:49.012 I recorded the front door opening the 00:53:49.052 --> 00:53:49.313 door. 00:53:49.452 --> 00:53:51.875 I recorded Jeremy waving to me because I 00:53:51.914 --> 00:53:53.135 knew he was going to wave to me. 00:53:53.775 --> 00:53:55.137 Now I'm going to make that a reel 00:53:55.177 --> 00:53:57.458 with no audio, just music playing. 00:53:58.119 --> 00:53:58.599 And that's it. 00:53:58.619 --> 00:53:59.699 That's one of my three. 00:53:59.800 --> 00:54:01.460 Like it could be that simple. 00:54:01.920 --> 00:54:03.782 Dave does an amazing job just hitting 00:54:03.822 --> 00:54:04.242 record, 00:54:04.282 --> 00:54:05.744 walking down the streets in New York. 00:54:07.804 --> 00:54:09.065 And then on the twenty ninth, 00:54:09.465 --> 00:54:10.847 bring those three things. 00:54:10.967 --> 00:54:11.967 Where are you starting? 00:54:12.527 --> 00:54:14.128 What is the focus of the niche, 00:54:14.168 --> 00:54:14.829 the topic? 00:54:15.369 --> 00:54:17.490 And then what are the three reels that 00:54:17.510 --> 00:54:18.371 you recorded? 00:54:19.072 --> 00:54:19.992 And we'll go from there. 00:54:21.856 --> 00:54:22.777 Got it. 00:54:22.818 --> 00:54:23.097 Jimmy. 00:54:23.338 --> 00:54:24.398 Professor Maritoto. 00:54:24.418 --> 00:54:25.259 Yes, sir. 00:54:26.699 --> 00:54:27.619 Will this be on the final? 00:54:27.681 --> 00:54:27.820 No. 00:54:29.842 --> 00:54:31.663 Is this just short form video? 00:54:31.862 --> 00:54:33.844 Or if I record a short form video, 00:54:34.143 --> 00:54:36.505 do I get a point or does it 00:54:36.565 --> 00:54:37.827 count as a piece of content if I 00:54:38.166 --> 00:54:39.367 make a still out of it? 00:54:39.668 --> 00:54:41.108 Or if I make eight stills and that's 00:54:41.148 --> 00:54:43.190 a carousel and I post that three days 00:54:43.230 --> 00:54:43.449 later? 00:54:44.230 --> 00:54:44.550 Yes. 00:54:44.650 --> 00:54:45.471 Yes to all of it. 00:54:45.510 --> 00:54:47.853 So I will do a five minute video. 00:54:48.313 --> 00:54:49.614 That's one piece of content. 00:54:50.193 --> 00:54:53.094 I'll generate four short form reels of the 00:54:53.135 --> 00:54:54.576 five minute video. 00:54:55.096 --> 00:54:57.077 That's five pieces of content. 00:54:57.396 --> 00:55:00.697 I'll take screenshots from within each one 00:55:00.757 --> 00:55:02.139 of those short videos. 00:55:02.559 --> 00:55:04.199 That's four more pieces of content. 00:55:04.219 --> 00:55:06.539 And then I'll probably get a text post 00:55:06.760 --> 00:55:07.541 out of that. 00:55:07.940 --> 00:55:11.922 That's ten pieces of content from one five 00:55:11.983 --> 00:55:12.623 minute block. 00:55:13.302 --> 00:55:13.483 Now, 00:55:13.663 --> 00:55:15.405 sometimes I'll do that all in one shot. 00:55:15.545 --> 00:55:16.925 I'll do it within the same day. 00:55:17.025 --> 00:55:18.628 Sometimes, last night, 00:55:19.228 --> 00:55:21.750 I went to videos that I had recorded 00:55:21.989 --> 00:55:22.831 a couple months ago. 00:55:22.990 --> 00:55:24.132 I grabbed screenshots. 00:55:24.291 --> 00:55:25.592 Those were new posts today. 00:55:26.074 --> 00:55:27.554 So, you know, but yes, 00:55:27.594 --> 00:55:29.056 the answer to your question is yes. 00:55:29.215 --> 00:55:29.697 All of it, 00:55:30.317 --> 00:55:32.719 everything you post is a piece of content. 00:55:32.938 --> 00:55:35.420 Why wouldn't you be doing that, right? 00:55:35.481 --> 00:55:36.681 I mean, this is all I picture. 00:55:37.463 --> 00:55:39.224 when I'm telling people like how to turn 00:55:39.443 --> 00:55:41.204 one into many, I'm like, 00:55:41.324 --> 00:55:44.126 it's just the machine that you put a 00:55:44.166 --> 00:55:45.146 little bit of, you know, 00:55:45.166 --> 00:55:46.547 you put a potato in it and you 00:55:46.586 --> 00:55:49.128 squish it and fries come out and put 00:55:49.168 --> 00:55:49.989 another potato in. 00:55:50.329 --> 00:55:52.130 The hard part is guys, the hard part, 00:55:52.170 --> 00:55:53.469 have you ever tried to grow a potato? 00:55:53.829 --> 00:55:54.791 Like that's the hard part. 00:55:56.007 --> 00:55:58.188 You growing the potato is being a PT 00:55:58.230 --> 00:55:59.610 and seeing things and learning things and 00:55:59.650 --> 00:56:00.932 understanding and having a viewpoint. 00:56:01.253 --> 00:56:02.434 That's the potato. 00:56:03.094 --> 00:56:05.396 Don't let the process of turning it into 00:56:05.478 --> 00:56:07.018 lots of different pieces of content, 00:56:07.260 --> 00:56:08.541 the potato to a bunch of fries. 00:56:08.800 --> 00:56:10.623 Don't let that be the part that slows 00:56:10.643 --> 00:56:11.083 you down. 00:56:11.623 --> 00:56:12.905 You invested time, effort, 00:56:12.925 --> 00:56:14.547 and money into growing the potato. 00:56:14.588 --> 00:56:16.530 I just compared everybody's brains to a 00:56:16.570 --> 00:56:16.909 potato. 00:56:16.989 --> 00:56:17.510 I realize that. 00:56:17.650 --> 00:56:20.675 let's make today's parting shots what our 00:56:20.876 --> 00:56:23.599 own expectation is for doing this i'll 00:56:23.639 --> 00:56:27.425 start my my expectation is and i've shared 00:56:27.445 --> 00:56:30.369 this publicly i want facebook i'm going to 00:56:30.389 --> 00:56:32.351 share across everything facebook instagram

00:56:32.391 --> 00:56:34.253 youtube and tick tock and pinterest 00:56:34.974 --> 00:56:37.436 But I want Facebook alone to generate ten 00:56:37.456 --> 00:56:39.416 thousand dollars a month. 00:56:40.036 --> 00:56:42.697 I know creators who are generating fifty 00:56:42.737 --> 00:56:45.077 thousand a month just from Facebook 00:56:45.117 --> 00:56:45.757 content. 00:56:46.597 --> 00:56:49.699 I want my Facebook to hit ten thousand 00:56:49.719 --> 00:56:51.119 a month and add revenue, 00:56:51.498 --> 00:56:52.759 not selling appointments, 00:56:52.858 --> 00:56:54.099 not selling consultations, 00:56:54.159 --> 00:56:55.300 not affiliate income, 00:56:55.820 --> 00:56:57.880 just add revenue from Facebook. 00:56:57.920 --> 00:56:58.681 Where are you at now? 00:56:59.644 --> 00:56:59.905 Uh, 00:56:59.925 --> 00:57:01.686 thirty five hundred a month over the last 00:57:01.726 --> 00:57:02.306 three months. 00:57:02.626 --> 00:57:03.606 So each month, 00:57:03.646 --> 00:57:05.407 thirty five hundred percent increase. 00:57:05.427 --> 00:57:06.827 That's a sixty percent increase. 00:57:07.148 --> 00:57:07.728 Ballsy. 00:57:07.807 --> 00:57:09.688 I like it. 00:57:09.708 --> 00:57:12.630 Dave, what's your expectation? 00:57:12.710 --> 00:57:16.072 Expectation is to come along on the ride 00:57:16.371 --> 00:57:18.532 with this and to let's say, 00:57:18.813 --> 00:57:20.273 I don't know, 00:57:20.534 --> 00:57:22.373 I want to get I care less about 00:57:22.414 --> 00:57:23.175 the monetization. 00:57:23.235 --> 00:57:25.576 I care less about the view count for 00:57:25.695 --> 00:57:25.856 us. 00:57:26.275 --> 00:57:27.896 I want this is what one month, 00:57:28.097 --> 00:57:28.597 one month long. 00:57:30.438 --> 00:57:35.103 I want two new clients to contact us 00:57:35.523 --> 00:57:37.844 to convert from the evaluation with one of 00:57:37.864 --> 00:57:39.327 my therapists and to start a plan of 00:57:39.347 --> 00:57:39.567 care. 00:57:40.757 --> 00:57:42.998 whereby they said they've remarked 00:57:43.119 --> 00:57:45.320 something about our instagram or facebook 00:57:45.460 --> 00:57:47.782 or tick tock one of the platforms that 00:57:47.802 --> 00:57:48.963 they might have seen the videos on uh 00:57:50.264 --> 00:57:51.344 because we always ask how did you hear 00:57:51.364 --> 00:57:53.106 about us so even if they said they 00:57:53.126 --> 00:57:54.887 heard about us through google but i they 00:57:54.947 --> 00:57:57.369 i want them to say something like oh 00:57:57.429 --> 00:57:59.692 i saw this video and that was unique 00:57:59.791 --> 00:58:01.373 or i saw you guys route on park 00:58:01.532 --> 00:58:03.594 ave or i saw something 00:58:04.195 --> 00:58:04.675 Also, by the way, 00:58:04.715 --> 00:58:05.976 it could be two people. 00:58:06.157 --> 00:58:07.318 It could be existing clients already. 00:58:07.398 --> 00:58:10.519 I want someone to remark that they have 00:58:10.579 --> 00:58:13.481 some awareness that we exist

on Instagram 00:58:13.601 --> 00:58:15.443 or Facebook or TikTok. 00:58:16.583 --> 00:58:17.485 So ideally, 00:58:17.545 --> 00:58:19.786 we want this to drive new client 00:58:19.847 --> 00:58:21.228 referrals, like new patients, 00:58:21.268 --> 00:58:21.987 self-referrals, 00:58:22.509 --> 00:58:24.809 or physicians that refer to us. 00:58:26.090 --> 00:58:27.291 Yeah, any of that. 00:58:27.391 --> 00:58:27.911 Any of that. 00:58:28.833 --> 00:58:29.974 And really, really quick. 00:58:30.697 --> 00:58:33.219 as a suggestion with the formats of these. 00:58:33.380 --> 00:58:34.862 Tony has done it before, said it before, 00:58:35.262 --> 00:58:37.164 and I briefly said it as my parting 00:58:37.184 --> 00:58:39.204 shot of anything that you say to a 00:58:39.244 --> 00:58:41.306 patient for home exercise program, 00:58:41.347 --> 00:58:43.148 or if they ask you about Hoka's versus 00:58:43.208 --> 00:58:44.949 Brooks, or that's a video. 00:58:45.190 --> 00:58:45.951 If they ask you about, oh, 00:58:45.971 --> 00:58:47.652 what about this McKenzie lumbar roll? 00:58:47.713 --> 00:58:49.213 Yeah, it's twenty bucks on Amazon. 00:58:49.233 --> 00:58:50.114 That's that's a video. 00:58:51.036 --> 00:58:52.376 Tony pushed me to say, hey, 00:58:52.476 --> 00:58:53.717 anytime you go out, dude, 00:58:54.119 --> 00:58:55.340 like you go to a pizza shop, 00:58:55.380 --> 00:58:56.221 a bagel shop, whatever, 00:58:56.240 --> 00:58:57.501 like that could be, 00:58:57.663 --> 00:58:59.423 if it's five doors down from your physical 00:58:59.463 --> 00:59:00.045 therapy clinic, 00:59:00.105 --> 00:59:01.626 why would you not make videos about that? 00:59:01.887 --> 00:59:03.809 Tag that restaurant, tag that place. 00:59:04.208 --> 00:59:06.152 It also has nothing to do with your 00:59:06.192 --> 00:59:07.072 physical therapy practice. 00:59:07.092 --> 00:59:08.813 So sometimes, yes, 00:59:08.833 --> 00:59:10.376 it's good to focus on a niche, 00:59:10.456 --> 00:59:11.137 as Tony is saying, 00:59:11.637 --> 00:59:13.559 But also you don't want to be like 00:59:14.420 --> 00:59:15.059 boxed in. 00:59:15.440 --> 00:59:17.121 So I think that could also help physical 00:59:17.141 --> 00:59:18.322 therapists or other therapists out there. 00:59:18.663 --> 00:59:21.885 Do a video at the local ice cream 00:59:21.925 --> 00:59:24.708 shop, coffee shop, hairdresser, 00:59:25.327 --> 00:59:26.469 literally anywhere. 00:59:26.548 --> 00:59:28.251 You pull your phone out and you could 00:59:28.291 --> 00:59:30.152 do something that's about your town and 00:59:30.172 --> 00:59:32.414 your local something, 00:59:32.434 --> 00:59:34.295 farmer's market or whatever falls coming 00:59:34.376 --> 00:59:34.476 up. 00:59:35.269 --> 00:59:37.050 pumpkin patch, you know, whatever it is, 00:59:37.170 --> 00:59:39.413 some apple cider, whatever that thing, 00:59:39.612 --> 00:59:41.353 like you can record that and has nothing 00:59:41.373 --> 00:59:45.876 to do with your niche clinically, 00:59:46.476 --> 00:59:48.197 but that could have more views than 00:59:48.257 --> 00:59:49.257 anything else that you ever do. 00:59:49.878 --> 00:59:51.239 So just keep that in mind. 00:59:51.599 --> 00:59:53.900 Any of these things are ideas to make 00:59:54.240 --> 00:59:56.563 a ten second to a fifty five second 00:59:56.583 --> 00:59:56.862 video. 00:59:57.302 --> 00:59:57.903 OK, but hold on. 00:59:57.923 --> 00:59:59.284 I'm going to push back when I put 00:59:59.304 --> 00:59:59.925 my belt on. 01:00:00.936 --> 01:00:02.237 You talked around a goal. 01:00:02.418 --> 01:00:03.978 I need a clear goal. 01:00:04.139 --> 01:00:06.222 What is your one clear goal? 01:00:06.922 --> 01:00:08.324 And I heard a couple of different things. 01:00:09.865 --> 01:00:12.429 So let's say two new patients that come 01:00:12.489 --> 01:00:14.231 from one of these social platforms. 01:00:14.411 --> 01:00:15.411 Stop, hard stop. 01:00:16.032 --> 01:00:17.173 My only pushback would say, 01:00:17.755 --> 01:00:18.835 make sure there's a way for you to 01:00:18.875 --> 01:00:19.335 measure that, 01:00:19.356 --> 01:00:21.257 like in your calls or just make sure 01:00:21.277 --> 01:00:22.918 it's part of your process so you can 01:00:22.958 --> 01:00:24.039 put the point on the board if it 01:00:24.119 --> 01:00:24.480 earned it. 01:00:24.679 --> 01:00:26.141 And if it didn't, it didn't. 01:00:26.742 --> 01:00:27.902 Mine will be, 01:00:29.043 --> 01:00:30.585 I haven't done a push for sponsors on 01:00:30.605 --> 01:00:31.266 the podcast. 01:00:31.965 --> 01:00:34.327 I don't really care about socials as a 01:00:34.427 --> 01:00:35.108 social strategy. 01:00:35.369 --> 01:00:36.289 That's fun for me. 01:00:36.590 --> 01:00:38.431 That tells people what they can expect 01:00:38.472 --> 01:00:39.693 when they listen to the podcast. 01:00:39.952 --> 01:00:41.534 So for me, the podcast is home, 01:00:41.914 --> 01:00:43.556 and then the socials bring everybody, 01:00:43.936 --> 01:00:45.577 they're the milkshake that brings 01:00:45.597 --> 01:00:46.557 everybody to the yard. 01:00:46.677 --> 01:00:47.398 You know what I mean? 01:00:47.458 --> 01:00:48.239 So for me, 01:00:48.960 --> 01:00:50.422 that's how you make money as a podcast. 01:00:50.461 --> 01:00:51.762 I don't charge the listener. 01:00:51.963 --> 01:00:53.965 I charge a sponsor who wants to borrow 01:00:54.005 --> 01:00:55.005 some of that time and attention. 01:00:55.206 --> 01:00:57.246 So my goal is one new sponsor who 01:00:57.286 --> 01:00:57.788 signs for a 01:00:59.840 --> 01:01:00.842 All right. 01:01:00.862 --> 01:01:01.922 We do have some comments. 01:01:02.023 --> 01:01:03.465 Leslie, we'll get to those. 01:01:03.565 --> 01:01:05.326 She's going to- Hold on. 01:01:05.907 --> 01:01:07.128 Should I push back and say, 01:01:07.148 --> 01:01:08.530 you got to say what dollar amount for 01:01:08.570 --> 01:01:09.610 twelve months? 01:01:09.990 --> 01:01:10.711 Twelve months. 01:01:10.771 --> 01:01:14.195 It's got to be at least fifteen hundred 01:01:14.215 --> 01:01:15.135 and two grand a month. 01:01:15.215 --> 01:01:16.458 I mean, for the size of audience. 01:01:16.617 --> 01:01:16.938 Let's go. 01:01:17.018 --> 01:01:17.659 Let's go. 01:01:17.858 --> 01:01:18.860 That's twenty four grand. 01:01:18.900 --> 01:01:19.179 Yeah. 01:01:19.219 --> 01:01:19.360 Yeah. 01:01:19.400 --> 01:01:19.840 No, that's good. 01:01:19.900 --> 01:01:20.161 You're right. 01:01:20.221 --> 01:01:20.360 Yeah. 01:01:20.400 --> 01:01:20.961 There we go. 01:01:20.981 --> 01:01:21.822 There we go. 01:01:21.882 --> 01:01:23.505 If nothing happens from a month. 01:01:24.065 --> 01:01:25.766 We hold a self accountable. 01:01:26.226 --> 01:01:28.389 We ask and we don't judge, 01:01:28.610 --> 01:01:30.092 but we also don't let people off the 01:01:30.172 --> 01:01:31.954 hook when they cop out. 01:01:32.213 --> 01:01:33.355 We are going to be our own worst 01:01:33.576 --> 01:01:37.219 enemy and hopefully we become our own best 01:01:37.860 --> 01:01:38.400 advocate.