Master Organic Social Media for Orthodontists & Dentists in 2025

[00:00:06] All right, Dr. Carter, McBilly, Preston, excited for all of you guys to be here. And today we're just going to be breaking down not only content and organic social media, but really holistically, how should you be building your brand from the ground up and how do all these pieces connect? So super excited for you guys to be here and let's get into it.

[00:00:29] Let's do it. I love it.

[00:00:30] Obviously, a lot of people are using organic social media in very similar ways, small businesses particularly. And, you know, interestingly enough, like TikTok has become like the fun thing, you know, and that is kind of driving a lot of the time actually put into social media by orthodontic practices.

[00:00:56] You know, that's what we're talking about today. But this obviously transcends orthodontics and dentistry as a whole.

[00:01:02] Mm-hmm.

[00:01:03] Mm-hmm.

[00:01:03] Where should small businesses really be spending their time with organic content? Like what's the biggest return and why? And not even necessarily like buyers, but followers, being seen in the community, and creating that funnel where, you know, the mom in this case may be researching something years before the child actually

[00:01:32] comes in. But like how can people leverage organic profiles for that versus like, oh, we had a birthday today or, oh, here's a fun TikTok video.

[00:01:42] Johnny got his braces off today.

[00:01:43] Yeah, Johnny got his, or like here's a trending thing on TikTok and let's put this out and it'll be, like, that's all good. But like, how do you actually be strategic with organic?

[00:01:55] Yeah.

[00:01:56] So let's, let's just start there. Like, what do you, how would you guys break that down? It's a, it's a very broad question, but let's like kind of get into the nuances.

[00:02:05] So I think, I think it actually begins before the content, which is one of the most important mistakes that, that we see people making. And so we, we have identified this strategy that we call a trust funnel and it's essentially the conversion of a social channel.

[00:02:21] So like we're primarily focusing on the video focused ones in our business. And then also just for the sake of this conversation, you have Facebook, Instagram, YouTube, TikTok, LinkedIn. Okay. And they're all algorithmically prioritizing video.

[00:02:36] HubSpot actually did a study on this where video has a 1,200% higher engagement level than photos and text posts combined. Now, part of that I think is just user behavior.

[00:02:49] We are more likely to want to consume video because even if, even if we watch a video, you know, you guys might be at a kid's game or recital or whatever.

[00:02:57] If you're in the audience and there's a down moment, you're watching a video where you're reading the captions with the audio off. It's still more engaging than just a picture or text. Right.

[00:03:04] So I think part of it's user behavior. I think part of it's algorithmic. They want to keep you on the platform. And so video is that highest level of engagement. Right.

[00:03:13] But converting these social channels into what we call trust funnels, which is like literally looking at a sales channel or a social channel as a sales asset, a sales funnel. Right.

[00:03:24] So converting the profiles to be able to keep the viewers in not only engaged on an isolated, you know, per content piece of like, you know, not, not even that granularly, but keeping them in the channel.

[00:03:38] And then once they have hit a threshold of like, I, you know, I know that I feel like I get it just for what this person's about. I like them, which is also a very important part. Right.

[00:03:47] We work with like a lot of lawyers, a lot of like private practice, like medical and then and then also legal space. Like in these industries, it's like it's easy because the standard for most people who are doing content is either super goofy, just, you know, the tick tock dancing crap. Right.

[00:04:05] Or it's expert focused. Right. It's expert focused. And it's like here I'm going to demonstrate how knowledgeable I am. That's great.

[00:04:13] Right. And it's better than nothing. But all things being equal, I'd rather work with the person I feel I vibe with than the person I feel like knowledgeable is important.

[00:04:22] But if you can show me you're knowledgeable and I like you, it's not even comparable. And the benefit of that is you gain price elasticity. Right.

[00:04:31] You can charge more for the same service because there's an inherent trust. There's an inherent safety in that because, yeah, I could go down to the guy down the street and get it cheaper.

[00:04:40] But at what cost? Right. If it's my kid's mouth, for instance, for like your business, if it's my kid's mouth, it's my kid's future, it's my kid's teeth.

[00:04:50] This is going to affect their self-esteem. This is going to affect. Well, if I if if I like you and I can tell my kids would like you and I can tell you're knowledgeable and I can tell these people are knowledgeable.

[00:04:59] Yeah. Well, there's an inherent risk. And even if it's three or five hundred or a thousand dollars cheaper over here, I would it is safer for me to pay more for this for the insurance that this experience will go well.

[00:05:12] And so that really happens before the individual piece of content. Right. So looking at the channels strategically to get them, we've identified three of what we call trust signals or categories of content, if you will.

[00:05:26] There's logical trust, which is, you know, that's the credibility, credibility. Right.

[00:05:32] Showing, you know what you're talking about. Then there's the the emotional trust, which is relatability type content.

[00:05:37] And this is where this is where the people get to really know you as a human, get to know you and your relationship with your staff, know you and your relationship with your clients.

[00:05:44] And then and so they get it's kind of a behind the curtains perspective. Right.

[00:05:48] It's like this isn't just a meat grinder where you're coming in and getting spit out like this is what a day in the life of me is in a day life of the practice.

[00:05:55] Like these are people you're working with. Right. And then the third thing is social trust. Right.

[00:06:00] So it's like there's this part of the of the human brain.

[00:06:04] So if you think about the evolution of technology, it's insane over the last two thousand years. Right.

[00:06:09] But if you look at the evolution of biology over the two thousand years, it is flatline practically.

[00:06:14] Right. And so there's a part of the human brain. Let's go back ten thousand years, twenty thousand years.

[00:06:21] Still minimal change in the advancement of the human species.

[00:06:26] And so there's a part of our brain that goes back to tribal times where you're hunters and gatherers and you're in a tribe and I'm hunters and gatherers and I'm in a tribe and we're skeptical of each other.

[00:06:38] We got our bows drawn. Right. Not pointed, but drawn. Right. We're ready for conflict.

[00:06:42] We don't know if it's safe. And if you look at let's take it even away from conflict.

[00:06:47] If I see a bush and I'm not aware of what it is and I can see berries and I'm starving, it's still safer to starve one more day than it is to potentially eat the poisonous berries.

[00:06:59] This is still in our brain and we act like it's not.

[00:07:01] And so you need to give people that sense of this berry bush is safe to eat from.

[00:07:06] This tribe is safe. Right. And so a lot of that happens through the third category, this trust signal of emotion or social trust, which is, you know, you can do this through testimonials, case studies, peer and industry endorsements.

[00:07:20] It can't even be celebrity endorsements, like if you're doing like a TV campaign or something.

[00:07:23] But that is essentially, you know, I can tell you can help me.

[00:07:28] I want you to help me. And I see you've helped other people just like me.

[00:07:32] And they came back safe and had a great experience.

[00:07:34] If you can check all three of those boxes throughout your content and your social channels, it all becomes a lot easier.

[00:07:41] And so that's why it starts before just the content. Right.

[00:07:44] You have to strategically think about converting that funnel or the social channel into a funnel to begin with, because if they like the content, we have to point them somewhere.

[00:07:52] They have to. Otherwise, we lose them. They go, oh, that was cool. Next. Right.

[00:07:56] Right. And so we want to steer them. We want to bring them back and then ultimately lead through a call to action into book your consult.

[00:08:04] Right. Take a tour of the office. Whatever the case might be for that business.

[00:08:07] We want them taking that next step. Right. So the content is just one stepping stone in the journey of going from prospect to client.

[00:08:15] I think the biggest thing, too, Luke, that you mentioned is, you know, you say how there's so much that is constantly being fed in terms of like organic content.

[00:08:26] Here's the strategy. Here's you know, here's the formula. Right. Here's how you go viral.

[00:08:30] Like, but the thing is, at the end of the day, we want to take a step back and focus not on the tactical part.

[00:08:37] But why are we even doing this in the first place? Right. So when you think about it for.

[00:08:41] So here's kind of the big picture. First, we want to ask, why is organic marketing?

[00:08:47] Why is organic content so important? Well, there's a study done by Google that 70 percent of consumers today make a buying decision before speaking with the business for the first time.

[00:08:59] Right. Now, that is not just any decision. That is a buying decision, meaning your prospects, your customers, your clients, your patients.

[00:09:08] They're making a decision whether they want to work with you or not before calling you guys. Right.

[00:09:14] And so we want to take a step back there. And so with that in mind, how do we take advantage of getting in front of your ideal clients, your ideal patients, and actually getting them to want to work with you guys versus the other practices in your area? Right.

[00:09:33] So that's the first thing that we want to figure out. Now, from that perspective, well, OK.

[00:09:39] You guys are already doing you know, there's advertising, we're doing lead generation, there's marketing. Right.

[00:09:45] And we're taking advantage of all the other paid advertising.

[00:09:51] But there's also if if that's all they see, your competitors are also doing that. Right.

[00:09:57] There's nothing that's separating you. And so we want to take a step back. OK, if we wanted to take advantage of the organic social channels, how do we take advantage of that?

[00:10:07] So if we want to win this game of social media. Right.

[00:10:11] Organic. There's how do you win a game? Well, we need to first we need to understand two things.

[00:10:17] We need to understand the players of the game and we need to understand the rules of the game. Right.

[00:10:23] So what does that mean? So who are the players of social media?

[00:10:27] Well, there's the first one is you us. Right. As business owners.

[00:10:32] And then there's second is the platforms, the social platforms.

[00:10:36] And then the third are the users within the platforms. Right.

[00:10:39] So let's understand what are the different objectives of each of these players.

[00:10:44] So for us as the practice owner, as the business owner, our objective is really two things.

[00:10:52] First is we want to convert strangers who don't know who we are into clients, into patients.

[00:11:00] Right. That's the first objective. The second objective is we want to be able to if we're able to do and take a cold stranger into a patient, then we just need to find more strangers.

[00:11:10] Right. And what about the platforms? What are their objectives?

[00:11:14] Where are the platforms? Well, they're a publicly traded company, bro.

[00:11:17] Right. And so for them, their whole goal is to make money for the, you know, for the investors. Right.

[00:11:25] And so, you know, whether it's Facebook, TikTok, Google, you know, YouTube, they are a publicly traded company and their goal is to make money.

[00:11:33] And they do that through advertising because they're an ad platform.

[00:11:36] And which leads us to their main objective is they want to keep the users in the platform because this is how they make money.

[00:11:44] They show advertising to them. Right. And so now let's think about, OK, well, what about the users of the platform?

[00:11:50] What are their objectives? And so their objectives is I mean, think about think about why you guys use social media. Right.

[00:11:57] Right. It's either they want education. You know, you want to learn something.

[00:12:01] If you go to YouTube, you know, how to videos. Second is we want entertainment. Right.

[00:12:06] You know, people are bored. You know, we want to be able to, like, distract ourselves.

[00:12:10] And then third is connection. Right. You know, our friends are there. Our families are there.

[00:12:14] And so now here's the cool thing about this. If we understand this, now we could reverse engineer that if we're able to really achieve the objective of the users in the platform,

[00:12:28] meaning we create content that educates, you know, have entertainment because we get that attention and we are able to connect with them by proxy,

[00:12:39] we're going to be able to take advantage of the objective of the platform, because if we get consumers, users to consume content,

[00:12:49] well, they're going to stay in the platform, which the platform's objectives is also checked.

[00:12:54] And by proxy, we're going to also get our objectives met. Right.

[00:12:59] Because the platform is going to reward you with more visibility in the platform. Right.

[00:13:04] And so once we have that big picture understood, now we could look into the client journey of your patients. Right.

[00:13:13] So what does that mean? Think about, like, when you find a content that you like, what happens?

[00:13:18] You know, maybe you're going to like it. You watch the video. Right. You share it.

[00:13:21] But at the end of the day, when you find a content that you actually enjoy, the first thing that you do is you open up that profile. Right.

[00:13:29] You check them out. And so that's what Preston was saying is if that's the first thing that people do,

[00:13:35] well, we need to first optimize your profile. Right.

[00:13:39] Meaning and when they open up your profile, people ask what's in it for me.

[00:13:44] That's the first thing that people ask. And so we need to optimize that first to who you are, who do you serve?

[00:13:50] How do you help them? Because it's, you know, people like what's in it for me.

[00:13:53] And then from there, once we have that optimized, now we go into creating almost just like Netflix experience.

[00:14:01] Right. It's like we want people to binge watch your content, but we want to make it strategic.

[00:14:07] And so when we get people to actually start binge watching, well, what happens?

[00:14:11] We build a relationship. We deepen that connection and trust.

[00:14:16] And ultimately what happens is now we have permission to get them, to drive them to a call to action.

[00:14:24] Right. Like that's what we want to do. So that step one is we optimize your profile first.

[00:14:28] Step two is we create these conversion videos that build that relationship.

[00:14:33] And once we have that trust funnel, right, that's the time that we can get into these attraction videos.

[00:14:40] You know, you're talking about taking advantage of like trends and stuff like that.

[00:14:43] Well, those help you with the visibility. But if you don't have these strategic content, it's actually useless.

[00:14:50] Right. And so for the step three is once you have that built out, now you get into these attraction videos that are.

[00:15:00] So there's two there's really only two types of videos that you could create to attract new people.

[00:15:05] It's either searchable videos, meaning SEO optimized videos, you know, in YouTube.

[00:15:11] Right. Like, you know, how like what's the best, you know, retainer, you know, and like versus Invisalign.

[00:15:19] Exactly. Right. And then the second thing is shareable videos, which is that's the more like trendy, but it's like it's broad.

[00:15:28] It's about the packaging of the video here, meaning, for example, instead of saying instead of like talking about, hey, here's the five, you know, best braces, for example.

[00:15:40] It's like if people are searching for that, then that's cool. It's high intent, but also low volume.

[00:15:47] If you want to go broad and go like reach a broader audience, you want to package this video that is a more of a broad topic.

[00:15:56] So, for example, what is your dentist lying to you about? Right.

[00:16:00] Right. So now you kind of want to bring them in. You're still going to be talking about braces, but your hook in the packaging of the video is like, hey, here are five things that your dentist is lying to you about.

[00:16:12] So now you're like, oh, my God, well, what's my dentist lying to me about? Right.

[00:16:16] And so now you watch a video and then you bridge it to retainers or braces.

[00:16:21] That's how you package a video where you you attract a broad amount of people, but you still bring them into something that's actually relevant to getting them into becoming a patient.

[00:16:32] That's a pretty provocative title. Do you think that's what has to happen to kind of break through the noise inside?

[00:16:41] And it doesn't that's this this is hypothetical. So that's just an example title.

[00:16:44] You know, you may not. Yeah, it is.

[00:16:46] But like I'm assuming that's part of the strategy where it's like, OK, how are we actually going to get people interested in watching stuff about orthodontics?

[00:16:58] Because that's like that's not my first choice.

[00:17:00] You know, now I do understand people are going to go search and like if if they're actually looking, you know, that's one thing.

[00:17:09] But a lot of people may not be and they may be a great patient.

[00:17:14] You know what I mean? So like, obviously, we know part of social is like strategizing around the hook and even like thumbnails on YouTube and all of that.

[00:17:25] But all of that could could be considered where it's like, yeah, how do we actually make this catchy?

[00:17:30] That's a good point because I see orthodontists making the same content.

[00:17:34] It's like braces versus Invisalign. Well, like, how do you how do you spin that to actually have a hook?

[00:17:41] Well, so so I think and let's zoom out. Right.

[00:17:43] Right. Because it's it's easy to look at this too tactically. And and it's like I don't want like let's take this out of context just so it's something everybody listening can understand.

[00:17:54] I don't want to romanticize the hammer so much that I forget what the project I'm working on is.

[00:17:58] Right. I'm here to build a house. Yeah. There will be times a hammer is appropriate.

[00:18:02] Right. There'll be times a nail gun is appropriate. Right.

[00:18:04] It's like I don't want to romanticize the tool too much. I need tools for the project.

[00:18:08] That's it. Right. Social is a tool. Video is a tool. Stay focused on.

[00:18:12] Yeah. Well, so let's let's let's look at a different tool. Paid ads. Yeah.

[00:18:16] Do you need to be provocative? It's about bold statements. It's about guarantees. It's about delivering.

[00:18:21] Like if you look at case studies case, a good case study says something that that makes the viewer go, wow.

[00:18:28] Yeah. That sounds great. You don't I mean, think about like case study if they're like, yeah, I worked with Luke.

[00:18:34] He's cool. Mm hmm. What value does that provide the viewer?

[00:18:38] It provocative is going to work. But I also want to tie this back to something McBilly said that I think is really profound.

[00:18:45] And I don't want it to be understated. That study by Google that shows 70 percent of buying decisions are made before they reach out to your business for the first time.

[00:18:53] You have to think about, well, how does that even work?

[00:18:56] That means they've done research. And where a lot of business owners go wrong is they think that, oh, I got my shot at a call.

[00:19:04] You already had your shot before the call is the problem. This is not about I mean, you need to optimize your sales process.

[00:19:10] So I'm not saying that the intake and all that's not important.

[00:19:12] However, what's happening before the intake is hypercritical, because if you don't control the narrative that they see before they make that phone call, you are not part of the 70 percent of decisions.

[00:19:24] Mm hmm. You know, somebody else got that. And so this is about strategically creating a content strategy that gets the people wanting to go.

[00:19:33] I'm going to call Dr. Carter and to make you a player for that 70 percent. Right.

[00:19:37] And so so it happens before the intake. And so that's the thing is like the content is a part of the process.

[00:19:42] It's just the prequel to the intake. Yeah. This reminds me of, you know, fish buying and private practices.

[00:19:49] You guys, too, are, you know, doing this immobile, but literally being the household name versus just another option.

[00:19:57] It's everything. Yeah. Well, the household name can charge more.

[00:20:00] I mean, you know, if you want to just take this to an extreme example, I mean, Apple's done a great job of this.

[00:20:05] They charge whatever they want. People are going to continue to buy it.

[00:20:07] You're not just buying a laptop. You're not just buying an iPad because it's like a tablet does the same things.

[00:20:13] But you don't even look at it as an iPad and a tablet as competitors.

[00:20:16] And so they charge what they want. They're not cheap. You're you're you're not just buying the technological device.

[00:20:22] You're buying a community. You're buying a status. You're buying. Yeah. Right.

[00:20:28] And so this is a big deal. I mean, like if like using the Apple analogy,

[00:20:33] there's this ongoing joke that whether you wanted to be a part of it or not, you are.

[00:20:37] When you meet an Android user, there's like a oh, you don't have an iPhone. Right.

[00:20:42] And it's like green text. Yeah. Yeah. You don't have the blue pop up.

[00:20:45] That is a form of status. And people are buying that.

[00:20:49] It's true. And so they're buying that with you if they have the option.

[00:20:53] The problem is most people, most service providers don't look at that and they think, well, I'm an expert.

[00:20:58] That should be good enough. No, that's step one. That is expected.

[00:21:02] I'm not going to work with an ortho who's doing this in their basement that doesn't have a degree.

[00:21:06] And they're using, you know, pliers from like a welding kit.

[00:21:10] It's like, no, I want like I expect you to be an expert.

[00:21:13] So it's not just enough to be an expert. You need to be perceived as an expert.

[00:21:19] And that happens a lot through everything that leads up to the call.

[00:21:24] Yeah. I mean, even looking at the psyche of, you know, the main avatar, it's not even like expert is baseline.

[00:21:31] You know, like for most people, obviously there's some people choosing other options, which I don't even know that we want to go into.

[00:21:39] But, you know, DIY and all this stuff.

[00:21:41] But in most cases in communities, like especially with you guys, expert is like baseline.

[00:21:48] A lot of things I hear behind the scenes is like, do I want this person around my kid?

[00:21:55] You know what I mean?

[00:21:57] Do I want to be around this person?

[00:21:59] You know, because like in moms are making these decisions.

[00:22:02] And so like this personalized content of like not just hearing about the expertise, but like, okay, what are they actually like?

[00:22:13] Who are they?

[00:22:13] That's that connection part.

[00:22:14] Yeah.

[00:22:15] I mean, that Preston was talking about initially just a second ago.

[00:22:17] I feel like in our industry or legal or whatever, there's two ways, you know, that you do the goofy, silly videos that everybody's doing that are all over TikTok.

[00:22:27] Or you do the professionalism stuff.

[00:22:30] Nobody does a good job with this middle ground, which is the connection.

[00:22:33] 100%.

[00:22:33] This brings that transparency where, you know, it's actually on both sides because we have people giving us reviews.

[00:22:42] We have people commenting on the posts, interacting with the posts, and then we're putting out content too.

[00:22:48] So it's a two-way street where do I want to be around this person?

[00:22:53] What's their value system?

[00:22:54] Like, do they have kids?

[00:22:56] Do they have a family?

[00:22:57] You know, even photos of the family.

[00:23:00] Like, what's the energy that people get?

[00:23:02] It's a feeling.

[00:23:03] A better way to tell our story and shine light on who we are as a business.

[00:23:07] Right.

[00:23:08] Well, and a lot of-

[00:23:08] Great connectivity.

[00:23:09] Yeah.

[00:23:09] You go into an ortho.

[00:23:10] So you guys have kind of this closing room, right?

[00:23:12] And I don't know the specific terminology, but like-

[00:23:15] The treatment coordinator room.

[00:23:16] Yeah.

[00:23:17] What is it?

[00:23:17] A treatment coordinator, right?

[00:23:18] They're essentially a closer.

[00:23:20] Yeah.

[00:23:20] Yeah.

[00:23:20] And so I went into this when I signed my kid up for braces because I was actually looking

[00:23:27] at this, like I'm excited because I obviously have known him for a long time.

[00:23:30] I have known you for a little bit of time now, but I've had this kind of outside perspective.

[00:23:36] And so I wasn't-

[00:23:37] I already knew I liked the guy I was working with.

[00:23:39] I wasn't there making a buying decision.

[00:23:42] I already made it.

[00:23:43] But I was actually there as a marketer going, oh, I wonder what their script is.

[00:23:47] I went, you know, like I'm actually, I'm like, I'm looking around the room.

[00:23:49] I'm like, okay, I like how they have the, you know, the, the, the, uh, I knew I was in

[00:23:53] the right place because they had the degrees on the wall.

[00:23:55] They had all this accreditation.

[00:23:57] Luke walks in our office.

[00:23:58] He's always critiquing them.

[00:23:59] A hundred percent.

[00:24:00] And it's important.

[00:24:01] You need to move these magnets.

[00:24:01] Dude, I picked up a marker in the, uh, the, uh, pine straw.

[00:24:05] Like somebody just like dropped a marker and pins and I'm, yeah.

[00:24:08] Well, so what Luke is saying is very valid because a lot of people, yeah, a lot of

[00:24:12] people that do this, it's me, me, me, my, my, my, which is better than nothing.

[00:24:17] But it's really about, it should be about you, you, you.

[00:24:20] And I actually see you.

[00:24:22] I get you.

[00:24:23] I work with people just like you.

[00:24:24] It's not really about me.

[00:24:25] You need, it needs to be enough about me for you to see.

[00:24:27] I have passed credibility.

[00:24:29] I have gotten the college.

[00:24:30] Right.

[00:24:30] But, but the problem is most people leave it there and it stays on me.

[00:24:34] That's all that they go so hard on credibility.

[00:24:37] And once you pass, once you can check them, which is just one part of the trust signal,

[00:24:42] right?

[00:24:42] Yeah.

[00:24:43] Yeah.

[00:24:44] So, and, and it's like, it's not, it's not like there's a certain point where you get

[00:24:47] diminishing returns on credibility.

[00:24:48] Like, you know, it, once I already go, yeah, you know what you're talking about being

[00:24:53] like, but, but wait, there's more.

[00:24:55] You're like, I already know, you know what you're talking about.

[00:24:57] Right.

[00:24:57] I think we all know what we're talking about.

[00:24:58] Look at this study that I was in.

[00:25:00] Yeah.

[00:25:00] And yeah.

[00:25:02] And the AAO is using this and you're going to be in it.

[00:25:05] And they're like, okay, this is weird.

[00:25:07] Yeah.

[00:25:08] But that's where it goes with, with a lot of orthodontist and doctors in

[00:25:12] general, even, even in our, just people.

[00:25:15] It's the academia world that we all live in so long.

[00:25:17] Yeah.

[00:25:18] Yeah.

[00:25:18] Well, I think part of it's just experts curse.

[00:25:20] You do something so long.

[00:25:22] True.

[00:25:22] What you consider normal, what you've forgotten about the consumer's looking at.

[00:25:26] And so you wake up every day thinking about something the consumer doesn't even know exists,

[00:25:30] but to you it's normal.

[00:25:31] And so part of the experts curse is just having the awareness to go, okay, let me put myself

[00:25:37] back in their shoes and what would be important to me?

[00:25:39] Because what's important to you.

[00:25:41] That's it.

[00:25:41] Is not important to them.

[00:25:43] Right.

[00:25:43] Now it might be if they knew, but they don't even know the question to ask, to seek that

[00:25:46] answer.

[00:25:47] So it's like, we got to meet them where they're at and bring them to where we need them to

[00:25:50] be.

[00:25:51] And so, you know, this is what a lot of what we do is through content is we, we need to

[00:25:56] meet them where they're at.

[00:25:56] And then we take them on a journey to bring them to where they need to be.

[00:25:59] The problem is a lot of people try to push them to where they need to be.

[00:26:01] Well, I'll just buy more ads.

[00:26:02] I'll just do this.

[00:26:03] I'll have a solid closing process.

[00:26:05] It's like, that's all great.

[00:26:07] And you should.

[00:26:08] But if you serve hard on the front end, you sell easy on the back end.

[00:26:11] Right.

[00:26:12] I don't need to close hard if they already trust me in every capacity.

[00:26:17] And McBilly and I have this simple framework.

[00:26:19] Trust is just a meaningful relationship.

[00:26:21] So like if you look at a brand you like, right?

[00:26:24] So like he likes Hermes, right?

[00:26:26] So Apple's an easy example, but not just brands, relationships, right?

[00:26:29] So let's say, you know, who's somebody that you trust, an individual you trust?

[00:26:34] Like what's the relationship?

[00:26:35] Luke.

[00:26:36] Luke.

[00:26:37] Okay.

[00:26:37] So part of this, so this is actually good because, you know, you are an interesting

[00:26:41] example you've met.

[00:26:43] I can't tell you how meaningful as a marketer it is to actually sit down at a table with your

[00:26:49] client to retention.

[00:26:50] If I never meet a client, the likelihood they retain long-term is substantially lower than

[00:26:57] if we break bread.

[00:26:58] Right?

[00:26:59] Right.

[00:26:59] One meal could change tens of thousands, hundreds of thousands of dollars of relationship.

[00:27:04] Years.

[00:27:05] Years.

[00:27:06] And so trust is a meaningful relationship.

[00:27:09] Well, what's a meaningful relationship?

[00:27:10] It's just really time spent.

[00:27:12] It's, it's, I see you.

[00:27:14] I've gotten to know you and I actually got to like you.

[00:27:16] This is not just about a service.

[00:27:17] And here's the problem.

[00:27:19] I know you've done this.

[00:27:20] I know we've done this.

[00:27:21] Making somebody money is not enough.

[00:27:23] You could help somebody for three years and they've blown their business up to a whole

[00:27:28] new height and they will leave because they're bored.

[00:27:30] And it's, and it's just because.

[00:27:32] There is no relationship in anything without time spent.

[00:27:34] Yeah.

[00:27:35] I mean.

[00:27:35] A hundred percent.

[00:27:36] Earthly or spiritually or anything without time spent, there's nothing.

[00:27:39] So, so it's simply.

[00:27:40] You'll get dropped.

[00:27:41] Yeah.

[00:27:41] If you're thinking about, if you're thinking to simplify the content game for non-marketers,

[00:27:46] if you're like, well, how do I build that relationship?

[00:27:48] You need trust.

[00:27:50] Really what that means is you need a meaningful relationship.

[00:27:52] Well, what's meaningful, right?

[00:27:54] That's the important thing.

[00:27:55] You have a meaningful relationship with Luke.

[00:27:57] There are actually shared values.

[00:27:59] There are shared beliefs you got.

[00:28:01] And you only know that because you had time together.

[00:28:03] And so what a lot of people need to think about is reframing this to how do I make this

[00:28:08] relationship meaningful?

[00:28:09] This is not just about braces.

[00:28:11] This is not just about Invisalign.

[00:28:13] How do I make this relationship meaningful?

[00:28:16] Some of that is education.

[00:28:18] But not all of it.

[00:28:19] It's actually a small portion.

[00:28:21] Making it meaningful is getting to know you.

[00:28:23] Like if you think back to your childhood, right?

[00:28:26] And you think back to the people that you viewed as heroes or that you really like.

[00:28:29] Like I have this cousin, Joey, who's like, he was like my hero, right?

[00:28:32] And we would like play the football where we're on our knees and we have to like jump over the

[00:28:36] couch to get a touchdown, right?

[00:28:37] Like that's a memory I have.

[00:28:38] And so if you think back to your childhood of who you trusted, it's not actually that they

[00:28:44] were interesting people.

[00:28:45] It's that they were interested people.

[00:28:47] They were interested in you.

[00:28:49] They took the time to actually get to know you and build a relationship with you.

[00:28:53] And that's how you get that meaningful relationship is you need to actually be interested in the

[00:28:58] people, not just the sale.

[00:29:00] And that's where a lot of practitioners go wrong is they think that if I just tell you

[00:29:04] the right words, if I just show you why Invisalign is better than braces, if I just show you

[00:29:09] that, then I've earned the right to your business and it couldn't be more wrong.

[00:29:14] They want to actually get to know you and they want you to some extent to get to know them

[00:29:18] so that they can feel safe enough to take that journey with you.

[00:29:20] And not enough ad spend, you can't force somebody who's uncomfortable to do this.

[00:29:24] It's a motion over information.

[00:29:27] Yep.

[00:29:28] I think the other thing too, Luke, it's crazy right now because obviously there's so many

[00:29:35] companies that are selling social media marketing and videos or TikTok, right?

[00:29:43] And the way that it's being sold is with vanity metrics, right?

[00:29:49] So, hey, we're going to get you viral.

[00:29:51] We're going to get you 10,000 views.

[00:29:54] Impressions.

[00:29:56] Impressions, right?

[00:29:57] But that's not what we want.

[00:29:59] Think about that, right?

[00:30:01] These are vanity metrics.

[00:30:02] We want patience.

[00:30:03] We want keyword performance versus starts.

[00:30:05] Right.

[00:30:06] Right?

[00:30:06] 100%.

[00:30:07] Yep.

[00:30:07] Versus other marketers.

[00:30:08] So, but that's the other thing too here that we need to realize is, you know, like these

[00:30:14] connection, you know, videos that build a meaningful relationship, videos that really make that

[00:30:20] connection, they're not going to go viral.

[00:30:23] Right?

[00:30:24] Like they're not going to go viral.

[00:30:25] And so the, but these are actually more important and you actually need this more than the,

[00:30:31] that TikTok video that you're dancing, you know.

[00:30:34] You go viral because you got all these, you know, likes or looks or whatever from people

[00:30:38] that aren't buyers in your community.

[00:30:40] So who cares about going viral?

[00:30:42] This is very important because this is the big lie.

[00:30:45] The big lie is.

[00:30:47] Did you see how you just used something provocative there?

[00:30:49] Yeah.

[00:30:49] That sells.

[00:30:50] I meant to do that.

[00:30:52] I like it.

[00:30:54] Is that, uh, follow the trends, go viral, uh, and you're chasing.

[00:31:02] It's like the platform and the culture is like chase the view count, chase the impressions,

[00:31:07] chase the trending song that everybody's doing the, or soundbite that everybody's doing the

[00:31:13] TikTok too.

[00:31:14] And, you know, when I break that down, this actually happened in content marketing.

[00:31:19] Years ago with like blogging and like, look, look at all this traffic on my blog.

[00:31:24] We had somebody who hired like the people doing SEO for like Campbell soup and Toyota.

[00:31:30] And it's like, okay, where's all this traffic?

[00:31:34] This is an orthodontist.

[00:31:36] Where's all this traffic coming from other countries?

[00:31:40] You know, they're in California.

[00:31:41] They're getting traffic from New York, Florida, Georgia.

[00:31:45] I'm like, it's the same.

[00:31:47] I'm like, how is that helping?

[00:31:48] How is that helping?

[00:31:49] They're not getting on a plane to come get braces.

[00:31:53] Well, we actually, it's a funny story on this.

[00:31:55] So, so we hired before McBilly knows SEO.

[00:31:57] And so he took it over, but before he took it over, we actually hired an SEO specialist.

[00:32:01] And when we were evaluating the results, we saw we were ranked.

[00:32:05] I mean, we were ranking.

[00:32:06] It was, you know, so if you were just to look at the metrics and like not, not zoom in,

[00:32:10] you'd be like, okay, well, it's progress.

[00:32:12] Right.

[00:32:12] But when we saw what we were ranking for, what was it?

[00:32:14] We were ranking for, should I leave?

[00:32:16] No, that, but should I leave the mortgage industry?

[00:32:19] So it's like, we're ranking for, should I leave the mortgage industry?

[00:32:22] And we're serving loan officers.

[00:32:24] Don't be our client.

[00:32:24] Yeah.

[00:32:25] Not only don't be our client, quit what you're doing right now and go do anything else.

[00:32:30] Deliver pizza.

[00:32:30] Yeah.

[00:32:30] And so I'm like, guy for Uber, this strategy.

[00:32:33] It's like, yeah, we're gaining views, but oh my God, what are we doing?

[00:32:36] So we immediately changed everything.

[00:32:38] But, but it's like, that's a good example of the same thing.

[00:32:43] A little bit different happened with hip or like our main blog was like this blog from

[00:32:48] seven years ago about like HR for healthcare.

[00:32:51] You know what I mean?

[00:32:52] So we're getting all this traffic, but it's like, what do you do with it?

[00:32:56] I can't do anything with this.

[00:32:57] Yeah.

[00:32:57] But vanity metrics to go back to like the tick tock.

[00:33:00] I see people even tell me or send me screenshots like, you know, half a million people watch

[00:33:07] this reel or whatever.

[00:33:09] And it's like, yeah, but where were they?

[00:33:11] Right.

[00:33:12] Because, you know, you're, you're, you're stepping over what really matters to chase just the wrong

[00:33:19] thing.

[00:33:20] And then all your time and attention goes there and you're not doing the things that are

[00:33:26] needed to actually grow your business.

[00:33:28] And I would also say in most cases, growing your business, the things to do it are boring.

[00:33:34] They're not like these.

[00:33:36] A hundred percent.

[00:33:36] Fun, exciting.

[00:33:38] Look at me.

[00:33:39] So it's like.

[00:33:39] That's one of the secrets of business.

[00:33:40] I mean, it's the boring stuff is what pays the bills.

[00:33:43] Yeah.

[00:33:43] You know, it's the fundamental boring stuff.

[00:33:46] Dude, you sent me like this, this reel that just like, it like blew my mind because these

[00:33:53] are what's being taught to, you know, orthos and like this lie.

[00:33:58] And the video that you sent me was, it was like, here's why, like, here's why you shouldn't

[00:34:07] be working with us.

[00:34:08] And they were like kind of dancing.

[00:34:09] And it's like, this is like stupid.

[00:34:10] Yeah.

[00:34:11] Why would you do this?

[00:34:12] Yeah.

[00:34:12] It's like, and so it's, it's so important to just zoom out and not look at the tactical,

[00:34:19] not look at the vanity metrics and just, honestly, just ask yourself, why am I doing this in the

[00:34:25] first place?

[00:34:26] What's the strategy?

[00:34:27] What's the objective?

[00:34:27] Everything needs to be filtered for you guys, your strategy, the, the trust funnel, everything

[00:34:33] needs to be filtered through that lens.

[00:34:38] And I don't think that, that doesn't mean that you can't do some fun content and some

[00:34:43] stuff that may be silly or stupid, but it needs to be part of that.

[00:34:48] Yeah.

[00:34:49] Yeah.

[00:34:49] It needs to come from, and so this is the thing.

[00:34:51] There's nothing wrong with a dancing video.

[00:34:52] Right.

[00:34:53] The question is, are you just following somebody else's lead or is this actually intentional

[00:34:57] and you've designed this because it's a part of this thing?

[00:34:59] There's a time and a place for it.

[00:35:01] I'm not saying it's bad on its own.

[00:35:03] The problem is you don't know why you're doing it.

[00:35:05] That's what's bad.

[00:35:05] And, you know, and so.

[00:35:08] Yes.

[00:35:08] A hundred percent.

[00:35:09] We're guilty of that right now.

[00:35:10] Yeah.

[00:35:10] Tell us a little bit about that.

[00:35:12] How does this speak to you?

[00:35:13] Oh, well, our younger new doctor, Dr. Kimmy, she's awesome.

[00:35:19] And she has provided a lot of energy in this area for our practice.

[00:35:22] Dr. Harvey and I weren't doing any of it, but we should have been.

[00:35:27] But we, before we have met y'all, we just kind of like, all right, we need some TikTok.

[00:35:31] We need some more, you know, fun stuff that's less professional selling our degrees or whatever,

[00:35:37] white coat-ish.

[00:35:38] Yeah.

[00:35:38] So the girls on the staff, they're having a great time with it, but there is no strategy

[00:35:43] behind it.

[00:35:43] We don't know why we're doing what we're doing.

[00:35:45] We're just doing it to be more fun.

[00:35:47] And I guess we're trying to be more relatable.

[00:35:50] But it's spaghetti against the wall.

[00:35:53] Exactly.

[00:35:53] Yeah.

[00:35:53] Some of it's okay.

[00:35:55] Some of it's good.

[00:35:55] Some of it's funny.

[00:35:56] Yeah.

[00:35:56] We're just copying all these other dental TikToks.

[00:35:58] Sure.

[00:35:58] But there's no rhyme or reason behind any of it.

[00:36:00] So I can't wait to, like, make it make more sense.

[00:36:02] Do you like cars?

[00:36:03] Yeah, sure.

[00:36:03] Okay.

[00:36:03] So I want you to imagine a race car.

[00:36:05] So fill in the blank.

[00:36:06] It could be whatever your version of a race car is.

[00:36:09] For him, it's a Porsche.

[00:36:10] Maybe for you, it's a Ferrari.

[00:36:11] For me, it's a Honda.

[00:36:12] So whatever.

[00:36:13] We can get into that, but there's some fast Hondas.

[00:36:15] Yeah.

[00:36:16] So I want you to think about whatever your version of a fast car is.

[00:36:18] Okay.

[00:36:19] And this is a proven fast car.

[00:36:21] We know it's a fast car.

[00:36:23] If I take it to the track and I don't leave first gear, it doesn't matter the car.

[00:36:30] It doesn't matter the track.

[00:36:32] It doesn't matter the driver.

[00:36:33] That engine's working its ass off and it's stuck in first gear.

[00:36:38] It won't go fast.

[00:36:40] And so the problem is when you think about content strategy like that, if somebody,

[00:36:43] you could, your daughter could work her ass off.

[00:36:46] And if she's keeping the content in first gear, you will never get the speed you need.

[00:36:52] Right?

[00:36:53] And so this is what most people do is they're not looking at it.

[00:36:56] You know, you have to shift.

[00:36:58] You have to be willing to kind of figure your strategy out and go where you need to go.

[00:37:02] So, um, and you just don't get that.

[00:37:05] You know, one of the things that we've actually discovered about content that's probably the most

[00:37:09] meaningful is if you have the strategy, the thing that I've learned to love about it is it creates

[00:37:16] substantial leverage for the, for the person doing it.

[00:37:20] Um, you know, and so this is probably the only metric I actually care about outside of sales.

[00:37:25] We have a client that, um, in the last 28 days, so they put four hours into their content.

[00:37:33] Okay.

[00:37:33] To make, to make this content.

[00:37:35] And in the last 28 days, they have had 6,100 watch hours on YouTube from four hours of content

[00:37:42] recording for the whole month, just to be clear, not just one video, 6,100 watch hours, watch

[00:37:48] hours are the only metric.

[00:37:50] I actually go, this is valuable because how do you build a relationship time?

[00:37:53] And this is a rule.

[00:37:55] So Google has, what's Google's rule on this?

[00:37:57] It's the 7-11-4 rule.

[00:38:00] 7-11-4, which is interesting because this is also a similar concept to dating.

[00:38:04] The idea is you need to be able to spend seven hours with somebody.

[00:38:08] Across 11 touch points and in four different locations.

[00:38:13] Wow.

[00:38:13] So in dating, it's the eight hour rule.

[00:38:15] It's even almost like interviewing new serious hires.

[00:38:18] 100%.

[00:38:19] That's right.

[00:38:19] That's right.

[00:38:20] Yeah.

[00:38:20] And this applies to anything, right?

[00:38:22] Because it's like, it's the 7-11 rule, meaning, and it's like, if you spend seven hours with

[00:38:29] somebody and have 11 different touch points across four different locations, right?

[00:38:34] And that could be like through email, through text, you know, through social media, through

[00:38:39] a phone call.

[00:38:40] Like you, that is, I like, now we have a meaningful relationship because like, I have this trust

[00:38:48] with you, right?

[00:38:49] And so the question now is like, how do we orchestrate this and quickly get to the 7-11-4

[00:38:59] and have that like relationship immediately, right?

[00:39:02] And so like, so like how that, like an analogy for people watching this that might not connect

[00:39:06] with the specific business examples.

[00:39:08] It's the same for dating.

[00:39:09] There's an eight hour rule.

[00:39:10] I have to spend eight hours to substantially increase my chances of this going well and

[00:39:14] being able to progress this relationship.

[00:39:16] And there's a concept called location switching.

[00:39:18] So you need to be able to, you don't have to spend the eight hours different days.

[00:39:23] You could literally do it all in one day, but it can't all be in the same venue.

[00:39:26] You have to take it to the ice cream shop.

[00:39:28] You have to take it to the coffee shop.

[00:39:29] You have to go to the beach.

[00:39:30] You have to, right.

[00:39:31] Right.

[00:39:31] Because, because in the brain they go, it's almost viewed like, wow, I've gone on so many

[00:39:36] dates with this guy.

[00:39:36] It's one day.

[00:39:37] It's been one day.

[00:39:38] But the brain looks at it a little differently.

[00:39:40] It rounds out and makes the experience more dynamic to the person.

[00:39:44] It connects everything.

[00:39:45] Yeah.

[00:39:45] And so, and so this is kind of a human thing.

[00:39:48] This isn't just a dating thing.

[00:39:49] This isn't just a marketing thing.

[00:39:51] This is like people need.

[00:39:52] The brain works a great thing.

[00:39:53] Right.

[00:39:54] And the brain can't tell, right?

[00:39:55] Yeah.

[00:39:56] The brain can't tell.

[00:39:56] So, so it's like, aside from the sale, which is really an output metric and hard to engineer

[00:40:01] without good input metrics, which most of our vanity.

[00:40:04] So it's difficult.

[00:40:05] But the cool thing about YouTube that I've really learned to love is if I know I need eight

[00:40:10] hours of somebody for them to like me in a meaningful way, dating was.

[00:40:14] And if I know in a marketing way, I need seven hours with somebody, which let's just average

[00:40:18] that out for seven and a half.

[00:40:19] Right.

[00:40:20] If I know I need seven and a half hours with somebody for them to go, you know what?

[00:40:23] I actually get this guy and I trust this guy.

[00:40:26] I need watch hours.

[00:40:27] I need them to spend time with me.

[00:40:29] And if you think about it, most people that don't have the video strategy like this, the

[00:40:34] only way they get 6,100 hours with somebody is face to face, belly to belly, toes to toes,

[00:40:39] nose to nose.

[00:40:39] That's 254 days of you not sleeping, not eating, not doing anything else, no social life for

[00:40:46] you to be able to get that kind of relationship building time.

[00:40:49] And that is substantial leverage.

[00:40:51] Our client did that in four hours and he built 6,100 hours of meaningful relationship

[00:40:56] with people.

[00:40:57] Now, some of those people might have been seven or eight hours.

[00:41:01] Some of them might have been 30 minutes.

[00:41:02] But the thing is, it's like we have to spend the time.

[00:41:06] There's no way around that.

[00:41:07] We can't force the relationship without the time.

[00:41:09] Content provides that time in a scalable way without you having to do it over and over and

[00:41:14] over again.

[00:41:15] It's literally unbelievable.

[00:41:16] Unbelievable.

[00:41:17] And on your point with YouTube, another provocative line I'm going to say, the number one place

[00:41:26] orthodontists should be spending their time is not TikTok.

[00:41:30] It's YouTube.

[00:41:32] 100%.

[00:41:32] It's not TikTok.

[00:41:33] It's YouTube.

[00:41:35] YouTube's a search engine.

[00:41:37] Second largest in the world.

[00:41:39] Yeah.

[00:41:39] Owned by Google.

[00:41:40] They have three billion searches every month.

[00:41:44] And not only are people going to YouTube, if you just go to Google, videos will show.

[00:41:51] Right?

[00:41:52] One under the swipe.

[00:41:54] So when you swipe, you'll see videos.

[00:41:56] But you can also just sort by video, which I do all the time.

[00:41:59] Yeah, me too.

[00:42:00] Because I'm more visual.

[00:42:01] Yeah.

[00:42:01] I'm like, I don't want to read something.

[00:42:03] Sort by video.

[00:42:04] Boom.

[00:42:04] Boom.

[00:42:05] And if you're at the top and you're going to be the top for numerous things, it's like,

[00:42:11] just think about that.

[00:42:12] Do I want the trending views and impressions?

[00:42:16] And yeah, it's fun for my team and all that.

[00:42:18] Or can we put the energy into YouTube and actually help more people?

[00:42:22] Well, here's the beauty of this too.

[00:42:23] So when the people are on Google, which is obviously the number one search engine in YouTube

[00:42:27] too, but it's an important distinction.

[00:42:30] YouTube has more traffic than Bing, Yahoo, AOL, all of the other ones combined.

[00:42:35] Right?

[00:42:35] And so...

[00:42:36] And more video is watched on YouTube by far than anything.

[00:42:40] Anything else.

[00:42:41] Yeah.

[00:42:41] As far as watch hours.

[00:42:43] That's your watch hours.

[00:42:44] I would argue...

[00:42:44] That's exactly it.

[00:42:45] Yeah.

[00:42:46] I would argue, and I don't know if this is true, but I would argue stuff like even like

[00:42:50] Joe Rogan, there's more listens on YouTube...

[00:42:53] For sure.

[00:42:54] ...than any other platform.

[00:42:55] That is correct.

[00:42:56] Yeah, it's true.

[00:42:57] You got it right.

[00:42:57] So TikTok really is...

[00:43:00] It has a place, but it's really a...

[00:43:02] It's like a farm system for YouTube.

[00:43:04] We need to get the eyeballs from the short form content, the quick, you know, the snappy,

[00:43:09] the hooky stuff, right?

[00:43:10] The provocative stuff.

[00:43:11] But really what we need to do is get them to the table where we can actually have time

[00:43:15] with them.

[00:43:16] We're not going to have time with people through short form content, not a significant amount,

[00:43:19] but it's enough to get them to go, yeah, I'll have a first date with you.

[00:43:22] And then on that first date, we get to actually get to know each other, right?

[00:43:26] And so it happens at YouTube.

[00:43:28] Well, think about it.

[00:43:30] Joe Rogan got paid $200 million by Spotify, but he's still putting out the full episode

[00:43:36] in YouTube.

[00:43:37] It's crazy.

[00:43:38] Because that is where your clients are.

[00:43:41] That is where your patients are.

[00:43:42] That's where people actually consume content.

[00:43:45] Now, to your point with YouTube, here's why it's also super, super valuable that you need

[00:43:52] to be in YouTube, not in TikTok, not in Instagram, not in Facebook, because YouTube is evergreen

[00:44:00] content.

[00:44:01] What does that mean?

[00:44:02] When you put in the effort, this is the absolute leverage, because when you take the time to

[00:44:08] record a video, you're putting in one, you know, that effort, but your video is going

[00:44:14] to lead, you know, it's going to live for like two, three, four, five, 10 years.

[00:44:18] We have videos that I recorded from five years ago that are still generating clients, not

[00:44:24] views, clients, right?

[00:44:26] And we could track this.

[00:44:27] So here's also the beautiful thing about this.

[00:44:30] When like the framework that we've built for building a trust funnel, this does not only

[00:44:36] affect your organic marketing.

[00:44:39] What does this mean?

[00:44:39] Because we know that 70% of people are making a buying decision before speaking with the business

[00:44:46] for the first time.

[00:44:47] Even if you're running Facebook ads, Google ads, you know, SEO, like anything that you're

[00:44:53] doing, you know, billboard ads.

[00:44:55] Well, they're going to, from that ad, we actually, we have a, we use Hyros, which is an ad attribution

[00:45:01] software.

[00:45:01] And so we actually see when people see our ad, people are not clicking on the ad anymore.

[00:45:09] What they're doing is there's, there's two other paths that people are doing.

[00:45:12] They see your ad, they don't trust the ad.

[00:45:15] They're like, huh, who's this?

[00:45:17] They skip the ad.

[00:45:18] They go straight to your profile.

[00:45:19] They click on a profile and then they consume content, right?

[00:45:23] Before opting on the ad.

[00:45:25] And so for example, for us, we had a, we had a client, they're running ads from Facebook.

[00:45:30] They don't click on the ad.

[00:45:32] They go straight to their YouTube channel.

[00:45:34] They consume content.

[00:45:35] And then from the YouTube channel, they click, they opt in, and then that becomes a sale, right?

[00:45:41] So this is, when you think about it, the linear funnel where it's like this, like, add to an

[00:45:47] opt-in page to a booked appointment, that no longer happens, right?

[00:45:52] There was a trust building there with that.

[00:45:54] So they had to go to the trust building part.

[00:45:57] 100%.

[00:45:58] Yeah.

[00:45:58] That's why they skipped the ad because they didn't necessarily build the trust or the

[00:46:01] relationship.

[00:46:02] Yeah.

[00:46:02] And this can all be integrated where somebody does come in through the ad, you know what

[00:46:07] I mean?

[00:46:07] Yeah.

[00:46:07] And then, you know, they come into Practice Beacon and there's that content that can get

[00:46:12] dripped to them and nurture.

[00:46:14] That's right.

[00:46:14] Where it's all, you know, YouTube videos, long form and, you know, all that.

[00:46:20] And they opt in and then they start getting stuff.

[00:46:22] And all of this can be repurposed too.

[00:46:25] It's one plus one equals three.

[00:46:26] I mean, you know, it totally is like...

[00:46:28] Yeah.

[00:46:28] You take like a long form video, transcribe it, get GPT to write an article around it, put

[00:46:33] that in a follow-up sequence, break it.

[00:46:35] Like it's all...

[00:46:35] Well, we can even reverse it.

[00:46:37] You know what I mean?

[00:46:37] We have clients that come in with 20 years of SEO and they're like, what's my video

[00:46:43] strategy?

[00:46:44] Well, we're like, well, what were your most 10 successful blogs?

[00:46:47] There's the first videos we make because it's like, dude, if it popped off in a blog,

[00:46:52] imagine what we could do in a video, right?

[00:46:53] So that's the starting point.

[00:46:55] It's like, let's not reinvent the wheel here.

[00:46:57] You've already got a machine that's doing something.

[00:46:59] Let's just pour gasoline on that.

[00:47:02] And that's been huge, you know?

[00:47:03] And so it's like, you can take a blog and make it a video.

[00:47:05] You can make a video and make it a blog.

[00:47:07] You take a long form and make it a bunch of short forms.

[00:47:09] You can do a podcast on YouTube and then that...

[00:47:12] I mean, it's like, dude, the possibilities when you start to do this, it makes it so much

[00:47:16] more efficient to have a well-rounded strategy.

[00:47:19] And the cool thing about it is it can feed the paid.

[00:47:22] The paid feeds it.

[00:47:23] And the cool thing is it trumps other people that are just doing paid.

[00:47:27] Because like in your example, let's say that you have a competitor that is so largely outspending

[00:47:34] on PPC, you don't got a shot.

[00:47:36] You know what's cool is when Luke went to Google to look for that thing that you are getting

[00:47:41] so massively outbid on, it's not even fair.

[00:47:44] And he goes to videos, you know, who's not there anymore?

[00:47:46] That PPC guy who's outspending you.

[00:47:49] You are in a blue ocean.

[00:47:51] It's not even...

[00:47:52] You're not even competing anymore.

[00:47:53] And so a lot of people think about marketing like crabs trying to get out of a pot and

[00:47:57] they all get boiled.

[00:47:58] It's like if all these people are spending money on ads and we're direct response marketers,

[00:48:02] you're a direct response marketer.

[00:48:03] I'm not talking crap ads.

[00:48:05] I love ads.

[00:48:05] There's a place for them.

[00:48:06] But if that's the...

[00:48:07] If you're unilaterally using advertising and you think more spend is just...

[00:48:11] The right way to do this.

[00:48:13] There is a time and a place for it.

[00:48:15] But there is also this kind of rock, paper, scissors game where you've had the rock for

[00:48:20] so long and we just come into the content and you lose.

[00:48:23] And it's like, it doesn't matter how much you spend on PPC because the moment he goes

[00:48:26] to videos, you're no longer there.

[00:48:27] I am.

[00:48:28] You lose, I win.

[00:48:30] Well, I think the...

[00:48:31] You know, you talked about the biggest difference here is the intentionality, right?

[00:48:36] So for example, like ads, this is important.

[00:48:39] You need to be running ads.

[00:48:42] You need to be running ads.

[00:48:43] But how can we be intentional with the opportunities that are leaking, right?

[00:48:50] There's massive leak that are happening in your funnel, right?

[00:48:54] And so you're running ads.

[00:48:56] You want to optimize that.

[00:48:57] That's perfect.

[00:48:58] So for example, in your example, when you got people opting in, they go to practice beacon.

[00:49:04] You're sending the email.

[00:49:05] You're doing the follow-up.

[00:49:07] So here's the strategic thing about here is you send them instead of when you're doing

[00:49:12] that follow-up, you give them that video and then you send them to YouTube.

[00:49:16] Here's the magic here is when they watch that video in YouTube, the next time that they go

[00:49:22] to YouTube, you get a free retargeting because YouTube's algorithm is going to see, oh, they

[00:49:28] watch this video.

[00:49:30] Watch more of this.

[00:49:31] Watch more of this, right?

[00:49:32] They're going to start to get recommended and now you're going to be everywhere.

[00:49:36] You get free retargeting and you build more relationship.

[00:49:39] It's that being intentional, integrating that with your advertising is where you're going

[00:49:45] to have exponential returns.

[00:49:46] Well, let's just talk about this.

[00:49:48] Let's look at this.

[00:49:49] So practice beacon, obviously there's only so much you could do to a client who doesn't

[00:49:52] want to get like out there, right?

[00:49:55] There's only so much you can automate.

[00:49:56] There's only so much you can help them.

[00:49:57] And so if you take an orthodontist who is using, I'm going to call a vanilla campaign, you might

[00:50:03] have written an amazing copy on it, but it's just copy, right?

[00:50:06] Because there's only so far you can go without their face on it, without them being on video.

[00:50:10] You take that person versus him and he's infused his YouTube videos into his automation campaigns.

[00:50:17] I'm now, it's like the offline, online, offline, online thing, right?

[00:50:21] And so we're also location switching to an extent because you got the email.

[00:50:25] Well, there's one location.

[00:50:26] I took you to YouTube.

[00:50:27] We're in another location.

[00:50:29] Now, next time you go to YouTube, like he said, I'm seeing your videos now, right?

[00:50:34] So I'm getting free retargeting.

[00:50:36] And so it's not only am I able to location switch and deepen this relationship and make

[00:50:41] it seem like you've seen me more than you have, I'm staying in front of you now, both on email

[00:50:46] and in YouTube.

[00:50:47] So now it's like I'm getting omnipresence and I haven't spent a dollar, right?

[00:50:53] Right.

[00:50:53] And that's amazing, right?

[00:50:55] And so you just did it by strategy.

[00:50:57] Yeah.

[00:50:57] How do you, how do you dominate?

[00:50:58] That's right.

[00:50:59] Yeah.

[00:51:00] But let's compare those two.

[00:51:01] Let's compare those two.

[00:51:02] If I'm a consumer and I'm getting these emails, book a call, book a call, right?

[00:51:07] And it's this cute way to book a call, right?

[00:51:09] And we're trying to write copy to overcome the objections and the resistance, but it's just

[00:51:13] email, right?

[00:51:14] Which is very sanitized compared to video, right?

[00:51:17] Because there's only so much you can get from it.

[00:51:19] But you compare that practice to his who's integrating his content into his emails.

[00:51:26] It's not in a day.

[00:51:26] Text message, emails.

[00:51:28] It's not, it's not, you can't even compare them anymore.

[00:51:30] By the way, we should actually do that.

[00:51:32] Yes.

[00:51:32] Where as we're rolling this out, I want you guys to look at the follow-up that we have

[00:51:37] in place and like, okay, here's how we can layer this in and be really strategic.

[00:51:42] Yeah, absolutely.

[00:51:43] Dude, I would love to, I mean, I geek out on copy, so I would love to do that.

[00:51:45] I mean, there's so many things because when you think about it, right?

[00:51:48] When we're, when they're in that, when they're in the funnel, well, what are the things that

[00:51:53] we need, even the content needs to change, right?

[00:51:57] Because the content needs to be answering questions, right?

[00:52:01] We need to, it's like before they even speak with you, the content that we need to be creating

[00:52:08] are content that directly overcomes objections.

[00:52:11] So questions, objections, expectations.

[00:52:15] And so now they're coming to the call.

[00:52:18] So the reason why this is so valuable is not only do we get more people that are leaking

[00:52:23] from the funnel, you're going to get more people to actually schedule the consult and

[00:52:28] actually show up, right?

[00:52:30] Because they have the right expectations for overcoming the objections, but they're coming

[00:52:34] to that call and they're pre-sold, right?

[00:52:37] You have that relationship.

[00:52:39] They're, they're pretty much ready to go.

[00:52:41] Right.

[00:52:41] And so instead of like selling, now you're just like order taking when they're in the

[00:52:46] practice.

[00:52:46] One.

[00:52:46] And if you think about like your front desk secrets, right?

[00:52:48] So like how much money is bleeding out from having the wrong person with no script or

[00:52:54] the wrong script, right?

[00:52:56] That's not really doing it.

[00:52:57] They're not bought in.

[00:52:58] And I'm not saying that you shouldn't lean into that.

[00:53:01] You need to, you still need to have that firm expectation.

[00:53:04] This makes it so much.

[00:53:04] But if they're having a bad day and the person comes already, they're like, dude, can I just

[00:53:09] pay credit card?

[00:53:10] Yeah.

[00:53:11] It's okay if they miss part of the script.

[00:53:13] Yeah.

[00:53:13] It doesn't matter so much anymore.

[00:53:14] Right.

[00:53:15] Whereas you're trying to master and perfect the sales presentation, which always should

[00:53:18] be the goal.

[00:53:19] Right.

[00:53:19] We want to be the best we can.

[00:53:21] We get, we get some grace because it was pre-done in the marketing.

[00:53:25] It sure would be nice to be able to have an off day up there, you know?

[00:53:30] Yeah.

[00:53:30] Not be so perfect in all those other areas.

[00:53:31] And you still get the deal, right?

[00:53:34] Yeah.

[00:53:34] So that's a-

[00:53:35] And when you are perfect.

[00:53:36] Yeah.

[00:53:37] It's great.

[00:53:37] It's great.

[00:53:38] But if you're not, you know, not every call can be nailed.

[00:53:42] Yeah.

[00:53:42] You know?

[00:53:42] And so back to McBilly's point, you know, so the funnel is leaking out.

[00:53:45] A lot of these people that see your ads.

[00:53:48] So let's say you're running Facebook ads just for the sake of, you know, shared language

[00:53:50] here.

[00:53:51] We see the Facebook ad.

[00:53:52] I don't click on the ad.

[00:53:53] I go to the profile.

[00:54:00] I'm running the ad from when I create the ad.

[00:54:02] So most people that are running ads, the pages are like shell accounts.

[00:54:06] If they have content, it's a year and a half old.

[00:54:08] A lot of them don't have anything.

[00:54:10] So imagine that you put yourself in the mom who's looking at braces for her son's shoes.

[00:54:14] I saw the ad.

[00:54:15] I go to the profile and there's nothing there.

[00:54:17] Not only am I skeptical, you might as well be a Nigerian prince trying to get me to send

[00:54:21] you money, right?

[00:54:22] Like I have no trust because why don't you have content?

[00:54:25] If you're so good, why don't, why can't I see you've been doing this for a while,

[00:54:29] right?

[00:54:29] So I lose them there, right?

[00:54:32] So the cool thing about a trust funnel is when we've been doing the content and we've

[00:54:36] strategically pinned posts that are, these are the conversion videos.

[00:54:39] We've pinned posts that allay their fears and tell them next steps and here's how you

[00:54:43] come in.

[00:54:44] And this is, so we've done that.

[00:54:46] When that person does go to the profile, they actually like what they see and they go

[00:54:50] back to the funnel.

[00:54:51] And here's the other thing.

[00:54:52] You can have stuff.

[00:54:53] If you don't have a trust funnel, they might like what they see, but oftentimes, and I've

[00:54:58] done this, I'm sure you guys have done this.

[00:54:59] If you click on a profile off of the ad, sometimes you can't get back to the ad.

[00:55:04] So even if they had intent, you lost them, right?

[00:55:07] And so that's just, that's just on the social channels.

[00:55:10] Let's talk about Google.

[00:55:12] The other path that people are taking is they see the ad and they don't click on the ad

[00:55:16] or the profile.

[00:55:17] They go to Google to try to find stuff about you.

[00:55:19] Like literally it could take just a bad interaction where you are the best, you know, doctor, best

[00:55:28] character, best intentions.

[00:55:30] And like the internet can be ruthless.

[00:55:32] I had a client that I was doing a coaching call with and he was like, Preston, I'm having

[00:55:36] these great conversations.

[00:55:37] Like, I feel like these people are excited about doing business with me and they, but,

[00:55:42] but then I try to call them back and nobody is responding to my calls.

[00:55:46] So initially I'm like, okay, maybe, maybe it's a sales problem, right?

[00:55:50] Cause I'm like, you know, my, my sales training kind of brain clicks on.

[00:55:53] I'm like, okay, let's listen to the calls.

[00:55:54] Listen to calls.

[00:55:55] They're not, they're not great, but they're functional.

[00:55:58] Like we can finesse this to get them through, right?

[00:56:01] You'll at least get the lay down.

[00:56:03] So if you're not getting the lay down, something, this isn't.

[00:56:05] So I Googled him and the first thing that came up was one of those criminal records search

[00:56:09] pages for an assault charge.

[00:56:11] And I was like, I think I found the problem, bud.

[00:56:13] And I showed him and he's like, I wasn't convicted.

[00:56:16] And I'm like, okay, you don't got to convince me.

[00:56:20] They're not waiting around to go, well, what was the outcome of the charge?

[00:56:23] You know, you're guilty until proven innocent.

[00:56:25] They're onto the next one.

[00:56:26] All you needed to see is the headline.

[00:56:28] That's it.

[00:56:29] And all, all he did because he wasn't protecting what's on Google.

[00:56:33] All he did was get that buyer ready for the next guy.

[00:56:36] Cause now they want it.

[00:56:37] They're warmed up.

[00:56:38] They're warmed up.

[00:56:39] That first call was great.

[00:56:40] They're excited, but not for you.

[00:56:42] Just not him.

[00:56:43] Well, this is interesting.

[00:56:44] Cause you know, the, the example you first brought up obviously is a bit extreme.

[00:56:49] It does happen.

[00:56:50] But I was just, uh, talking to an orthodontist, you know, last week and, and some, something

[00:56:56] just wasn't right.

[00:56:58] Like Tep needing to reschedule a call with us.

[00:57:01] And it was like literally like seven or eight reschedules and we should have done this before,

[00:57:08] but it's like, you know, legitimate orthodontist, like can see the website.

[00:57:13] Everything looks good.

[00:57:14] Okay.

[00:57:14] So I Googled them.

[00:57:16] Dude, it's like 1.7 star rating.

[00:57:19] Like terrible reviews about just personality care in the office, you know, just really bad.

[00:57:27] And I'm like, oh, we don't want this person as a partner.

[00:57:32] Right.

[00:57:32] Like, Hey, like, don't worry about reschedule.

[00:57:36] All good.

[00:57:37] You know what I mean?

[00:57:37] Yeah.

[00:57:38] And so this is, it's just, it's hitting home where like there is a holistic process to all

[00:57:44] this and you, you, you have to be aware of it.

[00:57:46] You know, if you put yourself in the consumer's shoes, which is the most important thing

[00:57:49] that most people don't do, it's me, me, me, my, my, my, here's my degree.

[00:57:53] Here's my, this, here's my process.

[00:57:55] Here's.

[00:57:55] And it's like, yes, that's important.

[00:57:57] Right.

[00:57:57] But that's not, that's not the whole world.

[00:57:59] That's not their viewpoint.

[00:57:59] That's not their viewpoint.

[00:58:00] And so if they do see one thing, it could be extreme.

[00:58:04] It could not.

[00:58:05] Right.

[00:58:06] It could, cause you're not the only person feeling this way.

[00:58:08] I guarantee you patients are getting the same vibe you got from him.

[00:58:11] Right.

[00:58:11] Like this is just, this is the relational part.

[00:58:13] Yeah.

[00:58:14] There's no business to business and business to consumer.

[00:58:16] It's human to human.

[00:58:17] This is a human thing.

[00:58:18] And so it is crashing and burning and there's a reason and you're not alone in feeling that.

[00:58:24] And so it's really important to just be able to take a step back at this and, and put yourself

[00:58:29] in the consumer's shoes and, and, and really it's just about meeting where they're at so

[00:58:35] that I can build that meaningful relationship.

[00:58:36] This guy's the guy you just explained, the guy I explained, they're unwilling to meet them

[00:58:42] where they're at.

[00:58:43] Therefore they will not be able to get them to where they need to go.

[00:58:46] And so he's forced to, to use strategies that force people into this meat grinder.

[00:58:51] Right.

[00:58:52] And that 1.7 actually becomes a 1.5 becomes a 1.3 becomes a, he's out of business because

[00:58:57] you can't, that's a downward spiral.

[00:58:59] Right.

[00:59:00] And so it's all interconnected, but it starts with, it starts way before the content with

[00:59:06] the strategy and the intentions and getting to understand your consumer deeply on a, on

[00:59:10] a personal level and helping them get to know you.

[00:59:13] And if you're unwilling to do that, you'll always struggle.

[00:59:15] The cool thing about all this is like when we look at, um, the scalable practice and

[00:59:21] just building, building the practice, uh, the right way from the inside out, because

[00:59:27] when you build it the right way, then you can take all the parts and components and do what

[00:59:34] we're talking about with that.

[00:59:35] You know what I mean?

[00:59:36] Like we have the right operations.

[00:59:38] We have the right doctors.

[00:59:40] We have the right process.

[00:59:41] We have the right modalities, the right technology.

[00:59:43] And then all of that just becomes a feeder for the content.

[00:59:48] Well, this goes back to where you started.

[00:59:50] None of that's fun.

[00:59:51] Right.

[00:59:52] None of that's sexy.

[00:59:53] Right.

[00:59:53] And that's fine.

[00:59:55] People, people do the TikTok thing.

[00:59:57] They want to be viral.

[00:59:58] But for what?

[00:59:59] Why?

[00:59:59] Yeah.

[00:59:59] With who?

[01:00:01] Right.

[01:00:01] Like keeping up with the Joneses.

[01:00:03] And so, and so they're chasing media presence just to have a social media presence.

[01:00:06] Right.

[01:00:07] Why do we have one?

[01:00:07] What does it do for us?

[01:00:08] Right.

[01:00:09] And so, and so it's just back to what you were saying.

[01:00:11] It's like, it's, it's so important for them to, to see the big picture.

[01:00:16] Right.

[01:00:16] Because it's like, you could easily do it for the wrong reasons.

[01:00:19] And, and it's like everything you talked about, all of the practices, like within the business,

[01:00:24] this all needs to be done.

[01:00:25] There needs to be rituals.

[01:00:26] There needs to be these, these scripts we go through.

[01:00:29] Right.

[01:00:30] That's all unsexy.

[01:00:32] And everybody wants to be viral.

[01:00:34] And it's like, our strategy is not sexy.

[01:00:37] Our strategy works because it's actually a fundamental, like, this is about building human relationships

[01:00:44] through content, not about content marketing.

[01:00:47] You know, there's all these firms that'll help you with your content marketing, but for who?

[01:00:51] Why?

[01:00:52] How?

[01:00:52] Like, how are we connecting?

[01:00:53] How are we getting to know them and actually deliver what they need to be able to take that journey?

[01:00:58] And so.

[01:00:58] Psychology behind.

[01:00:59] A hundred percent.

[01:01:00] And it's a hundred percent psychology.

[01:01:03] Yeah.

[01:01:03] And it's important for everyone watching and listening to not fall into the trap because we, I've done it.

[01:01:09] Like, oh, this person can produce this incredible thing for, and it's like, it's for me.

[01:01:14] It's not for the audience I'm trying to serve.

[01:01:17] I think one of the lessons, you know, we're coming with the audience, not ourselves or our.

[01:01:21] Yeah.

[01:01:21] It's like, who's feeling good here?

[01:01:23] You know, like, are we making the prospective patient feel good and warming them up?

[01:01:28] Or is it for us and, or even our team?

[01:01:31] And not to say that some of that can't be done, but it really needs to be from the viewpoint of the patient.

[01:01:37] It needs to be for the patient.

[01:01:39] It needs to be the benefit.

[01:01:40] What's in it for them.

[01:01:42] A hundred percent.

[01:01:43] Yeah.

[01:01:43] Yeah.

[01:01:44] So how are you feeling about all this and how are you excited to kind of get this integrated?

[01:01:49] I've been wanting to answer that question the whole time.

[01:01:51] Yeah.

[01:01:51] No, I'm just super pumped that now we will have a strategy.

[01:01:55] We'll have a nucleus.

[01:01:58] We'll have a plan behind what we're trying to do.

[01:02:00] Like for years, we've wanted a digital presence, a social presence and whatever, but just, just because, just to have one.

[01:02:09] Mm-hmm.

[01:02:10] And so, I mean, like for example, stuff is what we're currently doing, but it's got no rhyme or reason behind it.

[01:02:13] Mm-hmm.

[01:02:13] And it doesn't, everything we've always done and everything we're currently doing, and not necessarily the hip advertising space, but on our social space, is just because.

[01:02:24] just because we think I've thought all my partners and our families and our staff

[01:02:28] I thought we needed a social media presence but we haven't understood

[01:02:31] how that connects with a consumer and so actually using this kind of Julie stuff

[01:02:37] human psychology understanding human psychology and the purchasing process

[01:02:40] whether you're buying braces or a car or anything else

[01:02:43] understanding that and connecting it with the right technology

[01:02:46] and the right people with the right plan the right message to connect with our

[01:02:50] consumer you know that the dance and tiktok videos are cute and everything but

[01:02:54] they are literally spaghetti against the wall yeah for sure well and and you

[01:02:59] know when like when I look at this and and you talk about like tiktok and and all

[01:03:04] of that like the virality approach one of I guess for me one of the big takeaways

[01:03:08] that I would like the viewers the listeners of this of this episode to

[01:03:12] really extract from this is fall in love with the unfun with the unsexy that's an

[01:03:20] right you guys got kids you guys it ain't fun but you guys got kids to feed

[01:03:24] and so when you go when you go during Christmas to put presents under the tree

[01:03:29] you can't get those presents with likes that's right you get them with money and

[01:03:34] money is is is a yeah it does but it's also a measurement of value provided not

[01:03:40] likes and so it's it's get rid of this like we were talking about this last night

[01:03:45] with working out yeah for 100% like for me working out used to be this thing I

[01:03:50] hated I I looked at it like oh I don't want to go and so my brain would create

[01:03:55] all these reasons why I didn't want to do it right oh I'm already 10 minutes late

[01:03:58] like I want to have a good session right I didn't eat well this morning I didn't

[01:04:02] eat well last night I'm gassy I'm bloated I'm not gassy I'm not bloated like it

[01:04:05] doesn't matter it's like I'm trying to get out of it and I had this massive

[01:04:09] reframe to me where I actually started to learn to love the gym and I get mad when

[01:04:12] I'm not and and it's you have to find that place in your business as well where

[01:04:17] you get excited about the routine you get excited about this stuff that's not a

[01:04:21] shiny object because it's actually what gets the results and it's like it's a

[01:04:26] totally a real example of the would you rather be right or would you rather be

[01:04:30] happy but it's it affects you in such a deep way because if you can't learn to

[01:04:34] love this you won't listen to us you won't want to do this you won't want to do

[01:04:38] it the right way because you're doing it for the wrong reasons excited about

[01:04:43] everything authority brands doing with us one I think that you know not to

[01:04:47] extend this out unnecessarily but like what I'm excited about is I know that

[01:04:51] they're hustlers I know that what they deliver is top tier they care like I've

[01:04:55] sat in rooms where the planning of this stuff has happened and I am so excited to

[01:05:01] be able to lock arms in something that also magnifies what you're doing like that

[01:05:05] actually pumps me up because it's like what we do makes sense and works on its

[01:05:09] own it can stand on its own feet but to be able to do it with somebody who

[01:05:12] actually gets a strategy who understands like he wants to help he wouldn't have

[01:05:16] created front desk secrets if he didn't because most marketers go my job's to get

[01:05:21] the leads right he said no no that's not enough right so when we get to work with

[01:05:25] somebody like you and help somebody like you and we all are collaborating

[01:05:28] towards this common good I am just so stoked because it's it's it's it not only is

[01:05:33] it more fun than somebody who's just like well I need to be on social so that's why

[01:05:37] they hire us that'll work that's fine but it's like I'm working with people

[01:05:41] that actually like lose sleep because of an idea that popped in and you're like I

[01:05:45] gotta write this down and then it's like I can't go to bed until I figure this out

[01:05:48] like you're so passionate about this and you're passionate about what you do like

[01:05:51] it's I'm just so pumped to be able to get this synergetic outcome of just

[01:05:57] massive results yeah I think that's the biggest difference is because most

[01:06:00] people think that you know oh you know let me hire a marketing agency right like

[01:06:05] marketing is is important but it's like one quirk it's like one component you

[01:06:10] know it's like it's all the boring stuff that we talk about it's the fundamentals

[01:06:15] right it's like yeah we have an amazing strategy but if you do not have your

[01:06:21] practice fundamentals down right like you know what you were talking about earlier

[01:06:25] like nothing's gonna work quicksand yeah it's like you need to have the boring

[01:06:31] fundamental stuff first and then that is why I'm also super super excited because

[01:06:37] this partnership and you know being able to like lock arms what what you guys

[01:06:42] already do and like the things that the impact and the transformation that you

[01:06:46] guys have done adding in the social and the organic content it's gonna be

[01:06:50] exponential well it's pure synergy there's no overlap like it's a bit so

[01:06:54] complimentary but but they're totally separate yeah I love it and that's what

[01:06:59] the difference and what I've seen in hip with other marketing marketing

[01:07:03] agencies is building the practice fundamentally from the ground up building

[01:07:07] it on a solid foundation rather than a quicksand yeah people all the time you

[01:07:11] know reference calls and I why do it why should I use hip I'm like well it's more

[01:07:15] than more than keywords or Google results it's it's really fundamentally

[01:07:20] building your business yeah right yeah and and that's why once we do that with

[01:07:26] them this is like together sorry Brandon hip like steroids for yeah and we're

[01:07:31] gonna be breaking down the results of this I mean you're you're the first

[01:07:35] practice where we're partnering together but this is just the beginning not

[01:07:39] only for you but we're gonna make it available for potentially anybody you know so we'll be

[01:07:46] breaking down the results and super stoked to see what that looks like 100% yeah so if somebody

[01:07:52] watching listening you know wants to learn more wants to get a hold of you guys what's

[01:07:56] the best way for them to do that go to authoritybrand.com authoritybrand.com yeah yeah that's our that's

[01:08:02] our agency that does this for for you and and you know and for many other uh businesses across the

[01:08:08] nation incredible well thanks for being here guys yeah I appreciate it yeah appreciate it been a pleasure

[01:08:13] pleasure yeah thank y'all

[01:08:13] yeah thank y'all