If you don't have blood in your veins, you're going to die, right? I mean, that's at least what I have learned. I'm not a doctor, but pretty, pretty much.

That's pretty simple. As they say, all bleeding eventually stops. My leg gets sliced in my neck and blood comes out. You're gonna die. Right? And so, so many businesses don' have cash flow at all.

And their idea of like, oh my God, I need to spend money on marketing is like do I You didn't build your clinic to feel like an employee in your own business.

I'm Matthew Kalogli, and on Out of the System, hosted by Doctor Talks, we challenge the broken rules holding healthcare entrepreneurs back. Hear from clinic owners, rebels and builders who are creating bold, profitable patient center practices and doing it their way.

So I am here with Rebecca and we are going to talk about Marquee. It's for those doctors right now that want to pause. Don't. Because it's really freaking important.

And Rebecca is very talented and very skilled. We're going through a series now where we're gonna be interviewing quite a few people from a marketing standpoint because it is a huge area.

I think doctors understand marketing about as well as you and I understand resetting a compound fracture. We know it's important. We're not really sure how we're going to go about it, but Rebecca, why don't you tell everybody who you are, what you do, and then we'll just kind of have a really fun conversation today about what we've learned in your business.

Yeah. So I'm a serial entrepreneur. My husband and I, as I just told you, got married when we were 19, started our first company when were 20 years old.

Didn't know what the hell we we doing. And then you had twins, right? We were twins. You really didn't what to do. We really didn't know what else to do.

Talk about the school of experience and like lessons. Remember you signed up for this. You picked the video game. So there you go. Not complaining about it.

Did really great things, did really bad things all in, you know, same amount of time. And through that process, that's how I got into the marketing world.

Because we went from owning a $3 million construction company that went up to 10 million really fast, really crazy. still didn't know what we were doing to owning local brick and mortar businesses, where like I couldn't cold call the phone book.

And we had to figure out how to get people through the door. That's how I stepped into marketing. When our kids were still young, they grew up in this world with us.

In fact, two of our children work in our family businesses. Yeah, that's pretty cool. How's that? Fun, they love it. They don't want to leave. And so I'm excited for that because they talk every day of who gets which business.

That'll be the competition. You still have the construction business? No, we that folded when uh, the 2008 Yeah, that was painful. Yeah. Rehab is uh great.

You know, thank god there's traumatic psychedelic. Thank god. There's eye to gain an eye And if you have them, I've got a guy that I'm taking care of.

I might need it. That trauma's deep. Yeah, that's some pretty brutal rub. How old were you when you went through that? About 30. Ah, yeah, I was 14, 44-ish.

And you know what? During that phase, we were like, We can make it through. Yeah. You know, often see so many times business owners are like we're going to survive.

No, you're not. Call it quits faster than when you are totally down at the bottom of the hole because it's harder to climb out. My, uh, I'm here in Austin for a, a facilitator training on actually my partner, Christine is going through this for, um, psychedelics.

Cause we do a lot of, we have a live doctors that will go through. Uh, anyway, so she's getting trained in one of my clients is there a long time clients and he's, he spent a little podcast and his business is struggling right now.

And it's got two locations and you kind of took his eye off the wall and I've known him for five years in his. has been kind of capped at 1.5 million at one location and like 850,000 at another.

And I know. maybe it's time to surrender. And he's like, what do you mean? And I go, you're, I said, the thing that makes you great. Cause he had a, uh, through the businesses and COVID that collapsed at cost of $2 million.

That kind of fit. Right. Yeah. Then I'd go your greatest strength is all your bravest weakness. It's the yin and the yang. They said your great strength.

Is your fucking figure shit out. Like you just. You find a way I go. The problem is, is that your greatest weakness, because you always find the way. And I said, I've known you for five years.

Most of your businesses have ever done to bind us, but I don't see them. Right. And you're not meet what's the overhead. Right. Yeah. He's like, yeah, but it could work.

I said, Yeah, But you've been telling me that for five years. And we go, maybe it's not this small. Maybe it time to surrender. How does that resonate when you hear that?

And then you look back on your and you looked back at my flat. You know, like You know, we, I think entrepreneurs have the spirit of like, We're not quitters, you know?

Like we're fighters. We are going to have good days, bad days and we are gonna make it through. But having had longer years and journeys and seen other people's businesses, there are moments in time where I'm just like it's time to make a chart and shut this down.

Let's figure out, let's regroup because I just have seen so many business owners that stay in it. 5, 10, 15 years have drained all the savings, have drain all of everything and sometimes even light.

Lose their family, lose their wives, their spouses, because they're like, we're not staying in this anymore. We're done. You're out. Yes, that's me. And they are at the end of the road, looking back saying, it took everything.

But also, you know, the whole personal responsibility thing kind of is like yeah, but you gained everything, and you gave it, gave and gave until you didn't have anything left to give.

This is where you wanted to end up. Isn't that kind the bargaining we make with entrepreneurs? Yeah, sometimes. Is there a smarter way, a more efficient way?

It's called the thumb stop. That's called working in a union, which I don't think you're not going to do very well. No, no, not in that sense. Absolutely not.

I think if there's one thing that entrepreneurs could do better at, like just one think across the board, it would be learning how to be more resourceful.

So something that I learned pre-COVID, and thank God I did. Amazing how life is broken into pre COVID and COVID. Yes. And during COVID? Yes, there's three phases in life.

There's pre Covid and post-Covid. COVID is a whole other conversation that needs other drugs, right? Um, so for me, and it's what I often look like, look at when we're looking at people's businesses, because we'll have a law firm who's ready to spend a hundred thousand dollars a month, um, give me a case less than $10,000, you know, cost of acquisition and we are happy.

And then we have other people that are like Five brand is like, oh my God, you're asking for my first child. You know, like we have these two sites, but in the middle is all the stuff that they have that.

They don't use resourcefully. So one of the worst things that we see in most local businesses is their sales process sucks. Yeah, no shit, you know that right?

Oh see it all the time all that time They don't know how to answer the fucking phone. Like they don' know How to like they have zero scripts zero process zero offers none of it And then they'll like revert to life, but we need more leads So they're spending these are never these more needs is rare.

It's never the problem. We're gonna serve the answer Yes, yeah, it's rarely the end sir. And it actually will bankrupt your business faster Yes. And so like they're getting stuff through the door or through some type of funnel or Legion or their phone is ringing.

But then like, I just had a note from one of our team this morning that one our lawyers had nine calls and seven of them were missed. Poor the exact service that he wants more of.

Jesus. Do you know how much those calls those that call lawyers and in the personal injury space? Yeah. It's like, because if you don't answer, they're going on to the next billboard of the.

Yeah, I'm ready for the net sky. He says they'll do it for free until they get paid. Is that fascinating? Right. That model is fast. And we see this the same way in the doctor's space and in a doctor space.

Um, my, let's say doctor spaces. Yeah, sure. You can say whatever you want. It's called my name. My company's name is Mavericks. So, I mean, it's pretty much fills in.

Okay. Good. And it. More clinical writing and then the doctors space, we, see that there's like 20 people that all have the title of director. But nobody knows that fucking answer in the phone.

Yeah. And I'm like, if we could just be more resourceful with what you're actually getting in, you could probably turn that into more sales. But that goes to so many things in their business.

Well, it goes into a deeper issue. I was thinking about this yesterday. Yesterday, they all had to get them bigger. The thing that I was chewing on is, one, they don't need more leaves.

They need better care of the leaves, okay? So if I look at this interject, if want to take the Judeo-Christian approach to this, or I want take a Southern California woo-woo approach this.

Which are both exactly the same. We just have different names for everything. But if i were to look down from that standpoint, There is, I don't care what world religion you're talking to, there is always a correlation to being a good steward of what is given to you in order for you to get it.

That's fun. Okay. And, you know, it's kind of like the family that goes, You know I, don' know why we're making more money, but, we have this beautiful home and this, beautiful car and beautiful boat, But you are not being very stewered in a little bit of money.

I think in the Bible it says, the little is giving much is what I would say. Um, and I think that there is a correlation to, I know that, there's a coalition of that because if you're really diligent with the few leads that come in, the universe, God, whatever is going to deliver more, not a little bit at a time in a limited time.

So we'll talk more about like what we do here, because I want people to understand this. But how do you, when you work with your clients and you used to talk to them, how did you talk then and have this conversation with them about doing better with the few leads they have?

Well, before I give any of them leads, and not because i'm the god of leads or anything, but before we put into any process, my first question is, yeah, what are you doing with ones that you have.

And oftentimes before we start any type of Legion campaign, we'll take what they have and say, let's just see what low-hanging fruit and sales you already have that you haven't pulled out of that yet.

Okay. So again, how would you do that? Um, we call it, create more task champions. And the intention is, is because some of these businesses. Like cashflow is like blood in your veins.

If you don't have blood and your range, you're going to die. Right. I mean, that's at least what I have learned. Not a doctor, but pretty, right. Pretty simple.

As I say, all bleeding. My leg get like slice on my neck and blood comes out. You're gonna die, and so, so many businesses don' have cash flow at all.

And so their idea of like, oh my God, I need to spend money on marketing is like do I have another credit card I can put it on? And, so if we can take what they have and inject a hundred grand, holy shit, now I've got some cash to do something with.

And then so oftentimes that is the first step of what we do before we go into a stressful situation of, well, if this doesn't work. Which I never want to be in.

I often tell people that I'm not your business savior. Like we're, yeah, we are not there. That's not me. Um, but if we can put a hundred grand into anybody's checking account, I mean, if someone said, Hey, working with an extra hundred grant, i'm going to take it.

Pay attention to what they talk. Right. And so we build a trust factor before we even start the marketing and they're going listen a little bit better and.

They're gonna be like, Holy shit. How'd you do that? And I was like well, it was just a series of texts and emails. Right. I was just giving some offers.

Yeah. Literally, literally the same thing. Right? Yeah, we call it a 51 30. Like we're just getting sucked in. Yeah, we're just going to see what's out there, see who needs help that said they needed help and who didn't help them.

I did this with a non-medical business the other day, about two weeks ago, a friend of mine up in Spain to Canyon, and he has like a retreat center type of thing.

Again, does psychonauticals. And he's been struggling a little bit. When I go, send this email out to your best of us. It was like close to like 1,100 or 1,200 names.

He sends the email and it's a sequence of four. Yeah. And they got, uh, 175 qualified leads of those 55 of them turned into phone call agreements. And I, I mean, he's going to find out the numbers.

Yeah. Like he'll make more than 50 grand out of a solid phone, turn on cashflow. He's like, please sends me this, sends an email within 20 minutes. So he had 17 means he texted me and he goes, you son of an Irish marketing bastard.

something to that effect. I absolutely love it. Okay, well, this is the first step. We got some work to do. You know, we got to get work. So you know what's so silly too is they're like, Oh my god, you're a marketing wizard, right?

And then they'll never do it again. Yeah. Yeah, if something works do it again. Yeah Yeah do we stop doing that it works so well, right? I hear this all the time Yeah.

All right, so tell let's I want to make sure everybody your stand. So what? So you have this you had the construction business. You have the jiu-jitsu Jiu Jitsu schools, how many of those we have two currently?

Okay. Um, and, but you also do market. So tell everybody, like, let's talk about the kind of marketing that you do. Um. And I want to have this conversation because the world at the time that we're recording this, we were July 1st.

Happy. And this will go up like a two weeks or something like that. But I want you to keep the context. The world is changing really fast in marketing itself.

It hasn't changed this fast. So I'm 58. I was on with Kat yesterday and we were talking about it. This is Kat. this is just like it was 20 to 25 years ago when the internet came on and everything started changing.

Secret facts. i was in direct response marketing. A lot of direct mail. And she said, we got about 500 days of this. But before it, because it's going to be changing so fast.

It's a 500 day run. Who's supposed to have done this? Me way. On the next timeline, on the 500th day, it says we want her in a catbird position. So celebrate what you do.

And then I want to this, cause I know you're seeing a lot of changes with AI. A world has freaking changed overnight. Yes, it has. Um, and I don't think local business owners really see it yet.

No, because they're just not corporations. Don't even see. I mean, I saw a stat yesterday. Hubspots traffic is down 82%. Google is done. 30%. Yeah. Because it's because of all the changes like massive corporations, how do you make this adjust?

Yeah, no. Uh, so it explains. So let's do this. Let's explain what's happened and then let us explain. What you do. What's happened in the world with marketing?

What do you um with the changes of ai and the way searches is done? Well, it's speed Right like the speed factor is just insane and you and I both use ai, right?

All the time 100 we're dumbed out too. Yeah. Um But what a human could do compared to what now ai can do? and then you get a really smart human feeding the AI with really small principles and tools and systems, and it's just non-stop.

I mean, it is crazy. It's so good and yet so bad. So you really have to focus again, like how to be really, really resourceful with this at the moment, which we are finding ways.

And so I see a lot of marketers, they scream the word AI at everybody, Then? Because it's kind of like leads. Leads are not customers. Right. leads don't make you money if you don' know what the fuck to do with them.

AI is the same one. Ai is not customer, it is no bottom line revenue. It does not even save money on payroll unless you know the what to fuck with it.

So I think instead of positioning yourself as like, oh, we're the AI guy. It's like how about positioning with like to save them more bottom line money, how to add more customers without spending a hundred K on marketing every month.

Those types of solutions still are still going to be necessary in the market, even with AI. That's kind of where I feel like. So, you know, I look at online market.

in simplistic terms, right? So you have paid traffic, Google pay per click, Facebook ads, ads gang, those have been around. That's the thing that made the internet.

People don't realize that when When Google came out and Google started doing a paper click, you can charge per click. Yahoo at the time was doing it per impressions and everybody thought Google was nuts.

This will never work. And look at today, Yahoo's nowhere and google is everywhere. Okay. So you had paid the click and you got SEO. Yeah. and seo was something that you could gain everybody was like oh it doesn't cost me any money and like yeah but you got to pay somebody to move in that position and then the rules would change and expand yes and panda would come out and all of a sudden all the algorithm that broke yeah regular yeah then along came maps which is where you thrive we want to talk about that now if you look if your look at a search stream if the results of the search from two years ago or 18 months ago now you will get in the past it would be ads at the top of the right-hand side, you know, argue about the fold from a search standpoint.

Maybe there was like a little bit of a map down the lower left- hand side. You look at like, probably those two years ago, then you look like 18 months ago that maps up on the upper left hand sides, the ads are kind of dwindling.

Now what you see is the first thing you've seen. The first two thirds of page is AI search. Yeah. Results. And it's changing everybody's game. It's moving really fast.

Yeah, you have to know I'd be there. Yeah. But you focus on the maps here. Correct? It's your big area. It is, because currently it is still, well, it's one of our big areas, I should say.

Um, is so 70% of where traffic is going to land is are you in the top three spaces for that keyword? Okay. So explain this in perhaps, let's say somebody doesn't know what the heck.

Okay, so Google Maps is the biggest, you know, map search. That's how you get to how I got here to the studio. And if I'm on Google and I am searching for, a Thai food restaurant and there's one, two and three, I either going to pick one two or three.

I not going click more and then go to page two, or to three or four or however many Thai spots there are. I'm going to make a buying decision on the top three and 70% of the search volume goes to that top 3 layer.

Number 1, number 2, and number 3. And so that's what we call organic traffic, right? Like I didn't click an ad. I am looking organically at what's on a map of what Google is telling me is relevant to my search.

Um, so I found the podcast. Exactly. He searched podcast to the Austin and this was tough. This was one of the top ones. One or two. Congrats to podcasting on maps.

Yeah. Absolutely. And so we want to be relevant to Google as much as we wanted to relevant, to our potential customer. In fact, I might say that it's more important that we first be relevant to Google so that Google will show you to your potential customer.

Right. Yeah. And, you know, as I explained to people, thinking about your own ways of achieving searches, right? Um, and we'll talk about how you get ranked in the maps.

Cause is it, well, let me ask you this. Is it just reviews? Isn't it? Just going to go to reviews. Yeah. Reviews can help. Absolutely. Um reviews can hope, but I'll tell you that with AI in a market trust is like.

well, yeah, and it's so necessary, you know, because everyone, the first question, once you go, like you opt in, we see this in our local business all the time, is people ask us like, this is AI, Is this a bot?

And then our team is like well we use bots, but like it is a real person. And so like everybody is, oh this isn't real. Is it real? So reviews are so insanely important.

But it not all of the determining factors, especially with AI now. So Google, where, you know, a few months ago, they weren't looking at AI websites. Like they were like, no, that's not right.

And now they are. Have you seen how fast it is to build a website with AI? Yeah. It's insane. We're going to get our mastermind at the end of July. I should give you a section on how to include their services.

Okay, yeah, we'll talk about that. We'll get with that because Izzy's been probably our copywriters. Yeah, he's still inside. So I did a couple hours.

Right. And so now they're right. They've done the right way. Now, when we talk that issue is what you've got with clients. Um, so, now it's like, well, is that relevant to Google?

Is Google looking at that and finding it in their query? And their robots are saying, oh, that doctor is relevant too this search. And if it is, we're going to place them accordingly.

We give them more love. we give the more attention. As we've said, and I won't go into all of it now, the amount of websites and how Google business profiles are built He like pay attention to your Google business profile.

Um, we hadn't, uh, amazing doctor, um, actually one of your Mavericks doctor who's in, you know, working with right now and on their main category, they were listed as a meds ball.

And he was like, I'm not a Mets ball and I said, well, it didn't think you were, but like why is, why does it show as your main categories? He had no idea.

Yeah, he had. Because they generally, the thing that happens is with doctors is. their condition to just be, don't focus on business, just to be a doctor.

So then they start with one foot in the pocket. then they own a business. And then what they do is they've got this programming right in their head. They are not even business person or businesses beneath them, or they shouldn't worry about it.

So they hire someone. A lot of times it's a family friend or a member that, you know, worked in a med spa or whatever, and they are running it and make advocate that don't delegate, they advocate the goal.

Mm hmm. We have to come in and when we work with them it is like, look, let me show you how to lead. You know, cause they're never taught leadership. Very few people are very few.

People are taught the leadership, let alone doctors or nurse practitioners or whatever. So they usually advocate that role. And then that person hires somebody who knows, Oh, this one looks fine.

This is my cousins, uncles, brothers, sisters, and they were like, you know? And so they wind up with people that have no second clue of what they are doing.

Right. And I, the biggest complaint I hear is I've been through five agencies or four agencies. This didn't work. I'd been screwed. Yeah. And it's really because of reminding you, they just have to learn the basis.

Right. Is there even no idea what you're looking at? So, um, and this is what your company does is, you know, get people rent in their local area market.

So they're going to show. What else? So just somebody else, not like, what else. Well, we do like broad scope marketing for these businesses. Marketing is an ecosystem, right?

Like, there's not just one tool in the toolbox that will build out everything that you need. Just like copyright, you know? There's copy on emails, copy of SMS, or copy in newsletters, and they all kind of have a different job, but they're all working towards the same purpose.

And so, like, you know, what we do with gridlock, that is more organic reach. If we can get the people and vacuum those keywords to that location, we're doing good.

We're getting the phone calls. But this isn't SEO. This is maps. It's not SEO, so SEO is like backlinks. Remember all the YouTube tags? Oh my God. If you talk to an SEO person, they're like, I hate my life.

It's insane the amount of this work that they have to go through to do anything. And then Google will just come in and change the algorithm. They're all like oh shit, that's all undone.

What we do is we actually send signals or traffic to Google to pinpoint a location and say this is relevant for these. service or this keyword that people are searching, whether it's stem cells, whatever it is, we're sending those signals to Google to say, like, pick me.

And as it's making that business more relevant, now we are pushing it from the top 20 to the 10 to top 5 to to 3. What's really cool is we have a few doctors that have, they were smart, have Google business profile for their own avatar, their name.

Um, and then they also have a Google business profile for their business. Now check this out. We have doctor right now who is in the process of being ranked number two and number three or one and two, depending on the term.

So that means that they're owning two of the three spots. Got it. And if you can do that, we've had a few doctors that have had this and we're like, Oh, this is good.

without giving, I know you don't want to give them your secrets, obviously this is what you do, but how is that possible? How are you able to, because it sounds a little bit like voodoo marketing, okay?

And I, know doctors, they like to know how it works, right? So, is it very, black hat? Is it white hat, gray hat is no hat. It's all legal. Okay, so we're not getting anybody in trouble made me a little bit of grey hat But like well great not charcoal.

Yeah, it's not very yeah, what almost linen? Okay. Perfect. Oh, yeah so, we are Making these connections for Google and the more connections there are in the more relevance you have.

So what Google wants to do, as they are still the number one search engine in the world, is they want their customers to keep coming back. Right? Lifetime value.

They want it too. they wanna be out chat GPT still. They want Gemini to be their search engines where people are going. And so we are giving them a better option We're giving Google a better option by using signals and connecting fibers, if you would, from Google to that business.

Okay. And that's done via the website. It's down via website? And so one of the challenges you have is our clients have come to you. Is the websites are fucking?

I love them. I look at people, but their websites horrible. They're awful. Yeah. So what should have mistakes that you see them in? So some of the top ones are they'll hire these companies who it's insane to me because they're going to pay thousands of thousands, thousands.

Yeah. Or more thinking, thinking in the business owners mind and the doctors mind, they were like, man, this is an amazing investment. No, it. Like a $20,000 website is so unnecessary.

The game changes so fast. But here's the worst part, other than just the $20,000 investment is that the builder of those sites, the company who builds those site often does it off of licensing.

And I love licensing, in fact I license a ton of tools. But what it does in these situations is it handicaps the business owners because we come in and say, hey, we need to add this to the website so that we can make a connection for Google.

And they're like, full stop, no. And the business owner is like, but what do I do? I'm like you don't know the fuck from site. So you have no control.

Most people don t realize that they don' t own their site, they have full control, not having control is one of the worst things as a business. Explain how that looks like.

How would somebody know if they've lost control? Will they need to ask these things before they pay anybody $20,000? Like if I pay you 20 grand to build this website, at the end of day, if i don''t want to pay to host my site anymore and make any changes, who walks away with the site?

Because often times it's not the business owner. Right. And then they're like, yeah, we'll pay somebody else 20 K and maybe you can figure it out from there.

Then they they are careless. They do not care. Scorpion is in a massive lawsuit right now. I can drop that company name because I don't like them at all.

Their website company for local businesses. By the way, the name should have told you something. Right, um, there's a sport video. I would never mean anything in company.

Yeah, they're Shading so many levels. Um, They're trying to It's this whole lawsuit right now with the roofing company and they just won't give it up and The roof and company is like but like you're holding my business hostage basically is what's happening So we have we actually have a situation right?

Now with one of your doctors that It's like, Oh, Rebecca, this is amazing. Let's do it as fast as we can. And we're like yeah, let's go. Right. We have everything in place because we couldn't have this launched in seven days.

If the pieces are there and we could connect and all of that jazz. and now we have been in talks with the website company for almost two months. Really?

Because there's something that takes 10 seconds. Wow. Yeah. Now the business owner is like because now they're going to be fearful. of, well, we need to put a pause because what if I mess up all the $20,000 that I invested into this website?

And what the reality is, is that website was built on shit. And now we cause some fear into that company that's like, oh, they are going to know that this was build on ship.

We can hide that from the business owner, but we can't hide it from an actual marketing company. So they just are like no, you can do it. Yeah, it's really fascinating to me how after 20 years of websites, It's amazing to see how that industry is still full of sharks, charlatans, and fling flings.

It is really bad. And they really You really hold people hostage. Yeah. Like when I saw speaking specifically about this guy, when my son's website, the first time he was negligent, invested a ton of money on this website.

Okay, cool. One of the things that I do, and this is for any business out there. Scroll to the bottom and have you linked Google maps to your website?

It's one of the easiest signals to provide, right? Like doesn't cost us anything. And he's telling me all of this money that he has invested and he was like, yeah, this was a big move for our business.

I'm like oh, that's amazing. Right? And I scroll to bottom, and there is no map. What do you buy? Kind of like website building 101. Yeah. But you don't have enough on here.

And he doesn't know better. Right. Yeah. He's like, well, do I need that? Well, it's the easiest signal to provide to tell Google, hey, I'm here, right.

Explain that signals. Why is that so important? Why does that support a do not speak? Yeah, how does Google can you kind of give like a basic remedial course on search in the internet and why all these key components.

So we want everything to track, um, from your Google business profile to the map from the Google Business profile, right? So it says like share, and then you can like, you know, like you did for this podcast, You sent me the link and said, Hey, go here and I click it.

And then it sends me there. Well, that little share button has an embed code that you put onto the website. Well, now we have a direct line of saying this GBP is connected to this traffic over here.

Does that make sense? And so now, so there's a lot of those types of things that you can easily do in your businesses, kind of like your H1 to H2 and that's getting a little techie, but on a website, like what's your, you know, a headline, right?

What's the headline? what your sub headline. If your headline has a keyword or service that. You provide now you're telling Google who you are. what you do and where you, do it.

That's what Google wants to know all the time. Right. And then when people search, Google uses that and says, these people do this, they're located here and they got this.

All these things are connected. So that gives credibility. Is that? It gives relevance. More than credibility gives relevant. Okay. Sometimes businesses, and I did it too, when we first started one of our agency schools, we tried to come up with this like catchy name that had No clues to what we are what?

We did and where we did it and so when people want to come with catching names for their business I'm like full stop You want and tell Google like if you even if say like San Antonio orthopedic surgeon, and that's the name of your business beautiful, right?

It's not catchy. It' not sexy, but we're telling Google who you are and were you do it. Yeah Yeah, it's People put too much energy in the stupid things like names of them.

Really? Your logo doesn't matter. Don't worry. Like go, go spend a hundred dollars in fiber. Right. Get like, yeah. Yeah. As now you just do chat, you can like just create the logo.

It doesn' matter then. I, I remember one time I had a client come in for a day and he's like okay, i want to spend some time on our logo and you like have 10 different versions.

And I go he goes, which one do you liked? And i went, one and he goes we need to look at it doesn't matter you want to do you wanna focus on things i think money because yeah but like my buddy's a graphic designer and who says that it's the most important thing i said does he have his own company well now they go you don't pay attention to anybody goes and they just scramble right yeah that's foolish i like that rule yeah do not do no pay to anyone who wants to give you business advice if they haven't had to scramble and make payment They're not a lot of easy business.

So, um, so what's the fix for this? Like do, let's go back to this client here and just spent 20 grand on the website. Um, do they scrap it and start over?

What, what, how, then how do you want, How do we wind up picking somebody to make sure they don't get fucked again? Yeah, those are really good questions.

First, find out if they're the license agreement or if you actually bomb it. Like say, though, Do I own this site or is there a license agreements? Um license agreement means you're renting it That's it.

You're gonna be paying a monthly fee call monthly feet. They're going to pay a large sum upfront They are going tell you oh, we're Going to design blah blah.

Blah. We're Gonna pay this ten grand fee and then you are gonna pay us a thousand two thousand dollars every month to host it and you going To license it from us, okay?

Own your site own your fucking website as a business owner own you site, right? Um, number two, know which email to get into your GDP, your Google business profile.

I don't, I can't tell you the amount of GDPs we have recovered for businesses. And it's a pain in the ass. It can be done, but it is a pay in ass on your GBP.

No, that's Google. Google my business, Google, my Google Business Profile. Same thing. Um. Have that ownership email on there as your email. Even if it's your personal email, I don't care.

Or someone else can't kick you out. It's a real pretty story. I admittedly didn't pay a whole lot of attention to this stuff. And I got a message about a year ago from one of the members of my team, and she goes, we got problem.

Like someone just posted for really bad review on Mavericks on your Google My Business. So I'm like, oh, OK. She goes so do you have the access? And they go, hmm.

I think it's so now I saved everything. And I took me about 20 minutes and I felt like and when we got in there and she's like, look, we've got post photos.

Like we just like we're going to do all these things. We got to get reviews in here. And it was somebody who left a once a review for a company that wasn't ours for another company named Mavericks.

something where right, but you can't get removed, right? Well, you Can hang it out because you. Can it's not easy. Here's my first tip for getting Google bagged like they violate the policies.

One don't respond on it. Yeah, that's rule number one and route number two is as fast as you can, like notice it and then go to, I think it's like business.google.support, something like that, and go violating reviews and tell them quickly.

I actually had three reviews yesterday, which was like an amazing thing. Holy shit, they were totally wrong. But I think Google's getting a little bit more aware of that kind of stuff.

Yeah, because we're used to that. It's really, really hard. We didn't get zero. And then we just went ahead and had our doctors go on and give us a bunch of reviews.

I'm sure. Okay. If you can't do it removed, put the truth on there because people will believe the chief. Sometimes that works in your favor. So, okay.

Own your site. Do your Google My Business. What are the other things that they gave you? So, you don't need to pay 10, 15, 20 grand votes. What do you think you should do?

For what? So we will build out websites for what we do specifically for, um, for a few grant, which because building websites is not like, Oh, I build websites.

No, we build what's necessary for this. Yeah. It's an adjunct. So like for instance, this client who's fucked at the moment, he's like what do I do? Well, technically what can do, it might be the next step is we'll go in and we're build a sub domain.

So, you know, we have mybusiness.com and then a subdomain is like signup.mybusines. com. And on that sign up, will build what we need separate from the main site.

um, for Google to do the work that we needed to you. Okay. And so that's, that a solution that leave actually come up with recently because we just see this all the damn time.

Yeah. I don't want to go in there and put the labor of fixing bad websites. It's a pain in the ass. Just don't do it. You're not a creator. you're Not a website builder.

Yes, they're going to tell you to drop it and well, don' do It like it's the worst. If you like our AI sites relevant. Yeah, those can be built like we build kind of like the framework in WordPress and then we'll be build all the HTML with AI.

And so it' a much easier process than building a full site out on WordPress. AI is fascinating. So I'm not A coder, right? And one of my doctors build a social media manager in the span of 30 minutes at our last mastermind and we're testing it.

And that's about 85% good. Wow. Yeah. That's nice. You asked Claude, chat, I drove a club. Hey, build this for me. Yeah, you don't even need to know. We have, yeah, we have is our copywriter.

I don' know when we're going to watch it. Maybe at the end of the month, but we will have some form of website, AI website filled in program. that will be kind of in the range of a couple of thousand dollars.

Like literally to be done with stuff. Yeah. If you're trying to spend more than $5,000 for a website, it's probably unnecessary. Absolutely. The few times that I'll say, well, maybe that's worth it is like if you have like a huge back office that you will have clients or relations slogging.

But even like, you know, Econ, Shopify, That's not, you know, like that's so simple. It's, not these insane things and people make it way more complicated than it is.

Don't spend your marketing dollars there. I built my own app for tracking my health stuff and all the injections and the pills that I have to take. I had Claude Cowart build it for me on the stand, like three hours.

Exactly. It's crazy what you can build. Would I sell it? No, it's good enough for you, right? I'm in the process of connecting all my work. That wasn't all that stuff.

Uploading that, but how do I end that? But I've been doing it while I watch I don't watch TV, right? I'm doing it while I am like, you know, having dinner.

Right. I mean, it's really fascinating. Because websites don' t need to be complicated. No. They need tell people who you are, what you do, where you're doing, and you need take them in a simple step process.

You know? Hey, here's what we do. Here's your next step. And have a really fucking good off. What do you mean by a fucking really good offer? Well, give them a reason to opt in.

Um, so the best I've ever seen is because what's the, do you know the one number one thing that people always ask when they call a local business? How much did it cost?

Yeah, exactly. That's what they wondered out. How, how much money did they have? That is a totally like irrelevant question at that point, because you have no idea if it's a Mercedes Benz or a Honda.

Right. Yeah. What the service is, if, it fits you, like it is totally irrelevant, but that is the very first question that people ask. And so if you can add a button that says, find your price here, that will give people that.

So how do you use that so that things don't get commoditized? Like in the medical space, I tell them no. Well, we're not giving them the price after they opt in.

OK, so what do we do? Well we take them to the next step. Is there a survey? Um, what's the qualifiers, you know, because I still can't, I can give you a price until I know who you are, but I'm taking them down the journey.

They want to go. Right. First question is what is whatever, like whatever it is, something that's relevant to that. I wouldn't say find your price, But that what I am telling them is like, here's a place pricing.

And that pricing button now leads to the first step of figuring out, can we help you? I tell people this all the time, the commitment is the close. The offer is not the clothes.

That commitment. Is the closed. Like, are you actually committed to changing your life, to fixing your light, fixing, your knees, you're back, whatever it might be.

Cause if you are not, The price is totally irrelevant. Whether it's a dollar or a thousand, 10, a hundred doesn't matter. I love that the treatment is close because all of the steps we talk about this constantly.

we have scripts, right? We have a big money script that if he, I've used it for 20 years for used in probably, well, almost 30 industries. I'd get into people that have zero sales experience.

And if they ask the questions, they'll close. But I can't get my doctors. It's one of our biggest challenges. My coach team would be like, Well, you know, we're getting these leads and nobody's buying.

So the leads suck. The first question is, are you using a Big Money script? Yeah. Are you are using online questions? Well, you got my question on the floor, so I know these.

But I'm like asking you a question. I like. So if you stick a step during surgery, is that a really good idea? Well no, why the fuck are we doing this?

Anyway, but we say it's all the sudden there's seven hurdles for them to clear before they walk in every single hurdle. They either clear the hurdle and they get to go to the next phase is a video game, or they don't.

And they start back and begin. Until you get in your mind that they have to clear those seven hurdles before they need to. You will always start. If you're trying to move, if you try to take it from lead to appointment and being in the room, they're never gonna close.

There's no, it's like dating, you know? Right, exactly. I mean, I know you've been married for 22 years, 23 years or something like that. Yeah, 25. 25 years?

Yeah. And I've married 27 and a half to two different women. Okay. So. It's still like, that- Yeah it just blending it all together. Right. Blending it in all.

That's good. Twenty-five to the first. So, yeah, I mean, it just, you know, get them into the dating space. But like, don't like walk into a bar and say you want to have sex with them.

Right. Sales is… You get a number. You take up a coffee. A hundred percent. I always tell people this, like the first step is the coffee date. Yep. And most of the time people are missing the copy dates.

You gotta get the number to get asked for the coffee. Right? Yeah, and the copy date shouldn't be more than like 30 minutes, right? Right. Yeah. It's a conversion line.

And if we skip a step in the conversion mind, you're going to fuck yourself. and then you are like, oh, that was a bad leap. No, motherfucker. You don't know how to sell.

We don' know to take people through your process. you don''t know, how do you know? You dont know. How to romance. Definitely. marketing, sales, and they are 100%. Um, you know, Paris will probably list the copyright of things.

Copywriter. No, he's wrote a lot of stuff over Dale press at least Paris is now 60 something. So he was part of like Gary Benson Vegas. I felt that. Yeah.

Yep. Paris and I are friends. And I was in as one of his masterminds and he has been single now for like seven years. Okay. One of this favorite games to play is split tests is to go father.

Love it. He's split testing pictures. Oh my God. It's all a numbers game. And he's like, when we get together with Mastermind, I'm like all right, Paris, let's see the numbers on the Tinder.

Ah, this is great. Look at the headline I just created. I like your, and he got it split, he has got this whole process. He's always got like, I think it's, you know, he's not, this isn't, He is not like a stalker, but like he is always, there's like seven to 10 of them in some various form and stages.

I go, This is just like closing copyright coins, isn´t it? And it is like absolutely. Yeah. He´s like you, we're always testing what's working. And I'm creating, Tinder content and all that.

We did tell him that he could sell it. But I didn't have a friend of mine. This was way back. So in the day in 1080 days I had a front of mind and this was when Infusionsoft came out.

Okay. went back when it was the only tools. Right. And we're like, Oh, look at this. It's all one piece of one place. Yeah. So there was a guy in my Dan Kennedy mastermind.

He was, he had a bum extreme, like he was information marketer, or like extermination companies. His name was chat, I think, and really odd dude, Gucci glasses, like the big wraparound glasses and the full chains and a black leather jumpsuit kind of thing, you know?

Yeah. And he gave a 30 minute presentation on how he'd use Infusionsoft for his day in scoring leads, the lead scoring process. I was like, we sat there and I'm sitting next to a couple of my friends and like does anybody wildly intrigued and incredibly disgusted at the same time?

You know, I'm super like a couple married guys, we're all like, okay, you know there's a bunch of single guys in there, there are backpackers in their, and he's like did I license this?

This would make my life so much easier. He's got automated emails and like text messages. Yes, it's just, i'm like Chad you're gonna, just the fact that iIm hearing this i mean i'll burn in hell with you, like this is just.

That's not it, but it is pretty cool. But it s really cool, im fascinated by it. How evil does that make me? I'm like, yeah, let's see. If I did get single, because the marriage wasn't good.

The marriage was good for a long time. And I was like man, I wonder if I should run this. This would be great. I guess this was before Tinder, right? Yeah.

So this is like 2006, 2007 was all pre-recession. We're going to die. Yeah, it was really funny. So, all right, so on your site, sorry, Google My Business.

Yeah. No, I don't log in. What are some other keys that you see when it comes to getting a site? Own the location URL. So what is that? What I mean is like, if you can put your service, you know, I have a jujitsu school.

So owning sanantoniojujitsu.com is necessary. And I'll tell you that oftentimes we go and buy URLs for companies and I am like there's no way this is available.

Available. Nine dollars. I'm like. Holy fuck. Why doesn't this business own this URL? It's available out here. And so if you can own URLs that have the name of the business specific to the location, you're doing much better.

How important is it to own your name? Oh, like your personal name. It's not bad if your linked to a website. Yeah, for doctors, absolutely. Also, on your GBP, if can get Google to approve business name, location area.

So what's the busy name? Yes. Yes, so we call it keyword dumping. And if we can get Google to approve it, which most of the time we, can sometimes they'll be like denied and then we give them proof.

Why? And then they will approve us. Um, but if it's like orthopedic surgeon, Scottsdale, or even better specific neighborhood in Scotstale. Okay. So like right now, you know, we're in Austin, were close to the domain.

so if. We were like, orthopaedic, surgeon the, domain that's even. Because now when I'm in the. Exactly. So now that when I go to Google and I say, find me an orthopedic surgeon in the domain, they're like, Oh, this match.

And so we're always trying to make those matches. You know, those keep those cards when you're a kid and you like find all the matches, that's what we were doing for Google.

Yeah. Easy, right? Right. This was my favorite thing. Um, you know I, one of the conversations I had with clients all of a time is they, It's completely misunderstanding the market.

Yeah. And the size of the bargain. How big of a radius around your clinic do you need to dump? Okay. So most- And we're in Austin, so let's just, or if San Antonio is easy, we'll pick San Antone.

Most of time in a decent sized Sydney, five miles, right? Now, are you talking like a San Antonia or are talking in LA? Um, gosh, either, because five miles in LA is like 40 minutes.

I think it's so fast. Well, shit. It's really not that much better than San Antonio these days. Trust me. Okay. You have like, I've been trying to get you to come to LA.

That's why I have you on. When you come down to L. A. and my studio, my podcast studio is on sunset, right? In the hotel you stay on since sunset. Right.

So the boutique hotel where my private club is. It's it is 13 miles from LAX. Okay, just guess how long that takes Our time, oh wow. Oh, yeah, and that's like not even during what?

Okay. You can be less than a lady. So probably the LA is pretty excessive for the traffic Okay Which you know you are not to complain about it because you chose to live in LA's right?

Fuck it. Why not live, San Diego? Well, one, Christine's in the air. Okay. And San Diego is a very different body. Yeah, it's a vastly different and saying it was actually very transient because of military.

So there is like a group of people that have been born and raised and live in city and then there's even the people who in and out. Characters and so they're the people I've talked to that have moved to San Diego.

So it was actually a little bit challenging for them to kind of get connect. Unless you like, therefore, like military's proud or. Yeah. Ellie's. I love that way.

It's very. And now he's not everybody's coming to yeah, I mean, you know, there's some shit you gotta deal with. I literally like on the streets. Yeah.

Um, but it's, not that way. You know people see what they see on TV and what that's that mean? You notice. That's right. But there are some, some challenge of things, LA itself, where we live is very open, very accepting, just everybody's kind of moving there and they're getting their feet in like, it's a very warm and welcoming place.

I've lived in a lot of places, I'd been there, living there since May 1st, so then a couple of months and then going there for about 15 months, and it is wonderful.

Oh, that's good. Yeah, so there's my commercial for LA. Most people are escaping LA and coming to Austin. I live in California. They're like, you've got to come to awesome.

It's 110. That's very big. And I lived in Charlotte for 23 years and I'm tired of being here. And then I lived in the desert for a year and 110 dry is still hot.

It's still 110, right? They try to make a claim that it's not that bad. They're liars. Yeah. Now the hottest place I've lived is Louisiana. I spent five years in southern Louisiana, none of that.

Then my tile was never dry. So yeah, that's a different heat. But it was 85 I'd been paying out. Yes, you get to go about it. I mean, okay, I'll pay. Yeah.

So five miles. You can donate like 20 miles, 20 mile radius. It depends. Probably depends on the business, but if they can dominate 20, that's amazing, right?

You also have to find like in the situation of doctors, people are probably willing to travel a little bit. Yeah, especially for the specialized help.

Yeah. I'm going to go to whoever you're here. So they don't, I told them, like, you don' mean to dominate. If you are in Austin, Texas, somebody does a shit about me in Dallas or Wichita or LA.

Doesn't matter. No. Like, who would you were? You need to be the local hero, not the statewide hero or the national hero. Just the Local Hero. So Dr. Petripalli is one of my top clients, partially because he's worked with me for five years.

And he is in a small town in Minneapolis, New York. He's done everything that I've told him to do. First year, let's get the cash business doing well.

Second year we'll start to exit before that, get out completely out of insurance. Year three, lets get you on a podcast. So now he has a book, he does all of this.

He still dominates his local market. Syracuse to Rochester. Hosts content all the time. But what's happening is there's Leo. Now he has clients flying into Alaska, Canada.

He's the one flying in from Texas to come get treated by him. People travel for that? Yes. Talk about how does that overflow out? What costs? Really good marketing.

Right? I mean, in this day and age, it could be having a really good Instagram channel. Right. Because I think content is cash, but it's also a thing because if you go to an influencer, they live with this thing attached to them.

And I don't believe that's free. So it gets you in a Coachella for just underpriced. Right? So that so get that, right. There's, there's those good things.

No. I hope on a farm, you know, with pigs and the demon things. Yeah. But I'll tell you one really cool thing about what we do is because Google is going to give you a five mile space and we can break through that five-mile radius that Google gives you and spread outward for our clients.

And that's really freaking cool. Using gridlock. Because that is important to doctors. Especially like, depending on the region that you're in, you know, like East Coast folks, where you have like three states in a 10 mile radius, but you'll have people travel state line.

Right. So they can break out into a 15 mile radius. Well, now they just dominate that whole entire area. You know what they call it, tri-coast. Um, so like that's super, super important when we can do that, the doctor Yeah, it's, um, the thing that I, one of the things that i've learned about the medical space, specifically the cultural biologic space.

And now thanks to them, that's about me. That's not one-of-the-markets. It's a kind of- That a whole lot of conversation. A whole other conversation, a total freaking commodity.

it is a race to the bottom. Um, uh, but in our space what is beautiful about it, is the margin of error on your needs is big and what I mean by that. is that the lifetime value of a patient is so strong and the margins are so high that you don't have to be a great marketer like in the Jiu-Jitsu students, right?

Like whatever the life time value a customer is in that Jui-jitsu student is, and maybe you go negative for the first two to three months before you flip, before flip right.

When you're charging $10,000 for a procedure of $15,00 for an annual longevity program, and the average years that they stay with you is seven years in longevity space, you can afford to spend $1, 000 or $2, 00. This is one of the things that I don't want to talk about this because your fees, I'm not going to mention your fee, that's your decision to share, but your feeds to the naked eye are not cheap.

They're not expensive, but they're returning investment. Massive frame. Okay. So why is that talk a little bit about, cause you don't let like once an area is gone, you that's you're in.

Right? So explain this. Yeah, so gridlock, once we get someone to the top of that map pack, one and two, two and three, whatever. So they come, they work with you, you do an analysis, You figure out what it's going to take for them to be rigged one or two in the map back for a variety of key.

Okay. Is there a limit on the keywords? Well, here's the cool thing is usually it is about five keywords that we work specifically with. But there are, like, offshoots of keyword phrases to those keywords because of matching terms.

Does that make sense? Yes. So the list is longer. Right. But those five actually generate control at 85% of the market. And they're the biggest volume for the space that we need to see.

Okay. All right. I'm sorry. Um, okay. Well, let's answer a question. So we were talking about, so you got more to the mat pack. Oh yeah. Yeah. Okay. We call it gridlock because once you're in, you don't give anybody else this space.

You own it. Which we love. we Love owning these things as business owners. I mean, I don' own Google, but to be able to control a space of it for a business owner and that business, owner own that relevance or those services is massive.

Um. so like that's huge, But. We i'm trying i've lost my train of thought. So they own the area. How big is the are? So are they going like all of austin?

Or they don't like a wedge at lost good question So we'll give them like an immediate five miles, but if we can go out 10 to 15, we will okay Yeah, all right.

Okay, so like kind of the space that you want especially for doctors In our space, it's probably 15. Yeah. Oh we're talking about the lifetime value. That's what it was so Here's the thing, the reason I love working with doctors or anybody, and this is with all local businesses, is like have a high ticket offer.

Can we just tell every business in all of the world? We need free offers. have a high ticket offer, you are going to make your life easier. It may not be the first step.

A high-ticket offer to one business might be a low- ticket-offer to another. Your doctors, their entry might a 5K to 10K offer and their next step might to be 30K.

Where in my Jiu Jitsu school, our first-step offer is a $500 offer. And then we're going take them to a 10k back-page. So it varies, but have a high ticket offer.

Well, with these doctors, if we get them one win, it's going to pay for this. Now, am I like, oh, now you're a billionaire? No. But as you said, where are you taking that patient next?

Because if you take care of them, guess what? They're never going go over it. In a region of space, that's highly referable. Yeah. Unbelievably referral.

Right. Family members, friends, all of that. Like, a hundred percent. Case in point, Christine's parents, her mom went to U. S. C. Don Euford, who's out in Dallas, one of the OGs.

And then her father went, and they live in North Carolina. They're referring their friends to fly to Dallas. They will. I mean, it blows my mind. It's because of the specialty and the service.

And it's kind of like, I see women all the time on Instagram. There's some amazing doctor in Dallas that they are flying there to get boot jobs for. He's the guy.

Oh, yeah. Yes. They come in from everywhere to see us. But I have a friend of mine, he's a business friend. We run a mastermind together. And you go to his website and it's this beautiful woman, like black and white foil and a phone.

For he's in San Francisco. He does mommy makeup. And whatever that costs, whatever it is, let's say the going rate is 25,000. Okay. he charges 90,00 in the exact same set.

Yeah. okay. and I go there. I'm curious. How did you write that? He goes, people will pay a lot of money for something if they think it's a question. Yes.

And he goes no, I'm really good. This might go down sometime. Then I'll like, okay I will take your word for it. He says, but I've got six months of weakness.

A lot challenges, so we add some more risk factors. Yeah. Meaning it makes it very difficult, he does a high opera. We've said it to most people before.

That tastes a lot. A lot, right? I love it. But it's a decrease. And I know I had probably five business equities, I won't call them that. They're just people that I don't know.

Yeah. That had business calls. Where they just feel like, do you want to work? It's more fun. Charge more. Charging more is the fun one. Waiting on something to do.

So, okay. that's also one of the things that you do with doctors too is you call up them charge more? Absolutely. Love it! Well, it's, I, learned a lot of the golf business and I've learned, you know, have learned.

I was having this conversation yesterday. Um, at this facility or facilitators were true. And, um, in order for me to survive my childhood, which was pretty fucking bad.

um I had it from a community because it stood out. And you had to blend, right? You had adopt everybody's kind of systems really quickly. Cause if you were different than anybody else, you would get probably abused.

Right? So I learned at a very early age, keep my, I keep, my thoughts on myself when, well, then when I got in the walk business, working on Irish Catholic work in class, Democrat family, Chicago, now working in private culture clubs.

you need to black. So I learned really quickly how to be a female. But what that taught me is I have an unbelievable ability to assimilate it to any type of environment and listen and learn from them.

Okay? So yeah, it's a lot of tears, friends. It has your morning friends, like I, I my friends are broad spectrum, right? But when I learn about that, So I learned about, well, everybody has like a different set of values or beliefs about what they think is transgender rights, LGBTQ rights.

Religious rights whatever it is. Okay. What I discussed is this. I don't care if you're part of the community. Or you believe that everybody should. Everybody wants the exact same.

That exact same thing is they do not want to be told what to do or what. Okay. Everyone, every group wants freedom to beat autonomy. They want our time.

The second thing. Is everyone will pay exponentially more for two things. One, something that didn't rationally are in love with golf, tennis for okay.

And. They make their buying decisions based on price. If it's not the prices, they don't buy what's the cheapest. They generally buy the most expensive one or the least expensive.

Right. Don't always buy them. But then you give them three choices. Yeah. Okay. So what that taught is if I can control the frame of price, so in the real form, I won't reveal it here because that's what we're playing space around.

We are by far the most expensive program in industry, bar none. Like our basic program is the same price that everybody else is high. and my high-end program is six figures.

I have two six-figure dollars. And when you present the highest price first, 60% of the people, I don't care what industry, what, well, don' care if you're Jewish, born in, again, doesn't matter what you are.

60 percent of people will always choose another price. If you presented three and presented the higher price, if only have one price more generally leaving a significant number of buyers, ah, take one.

Every business should have three choices. Yeah. It's the number one thing that we do is show them how to create packages and three, three choice. And that alone will increase the revenue by 25%. And every, by the way, every 11% that you increase your revenue, you double your profit.

Yeah, I'm like, that's bullshit. I don't want to be on the other side of all that. And I've told the world of that and I know I have known him for years.

You know what's so interesting is that from a functional med clinic or to a Jiu-Jitsu school that control stays the same. Yeah. Because jiu-jitsu schools like you're not so are you the most expensive jitsu school?

Yeah, by how much? Oh Yeah 20 23 yeah, yeah that's kind of the Now did you purposely do not like do you find out what your competitors are charging the Jesus stick we are often told Oh my god, this school is only charging this this person only trying amazing.

That's amazing You never can beat our price never why I don't think you ever should talk about that because I my doctors crisis irrelevant Are you sure you're not like into my brain?

Cause that's what I say all the time. It is a hundred percent irrelevant. Now make a conversation sales process about the price. Give them all of the FAQs to why the press is that dude.

They're knocking. I'm sure that doesn't align with your nine questions. If you have to justify, you're screwed. Right. Why are you justifying your price?

I also believe that the offer is just the how. The price is just the how. The commitment is the clothes. So we have a script and I wonder if our scripts are similar to yours.

We'll have to, you know, compare notes. So within this script, right? It is a high ticket script and it's for a jujitsu school. That's why it is the same damn thing.

Before we give them the price, we get the commitment. So I'd like to ask two questions. Matt, you're here today. I'm like so excited that you share all this information with me.

Now, if I were to say, Matt are you like Wow, Rebecca, I wish I would have done this three years ago. Like I am a hell yes. Or are you like, Oh, like this sounds kind of cool, but I'm still unsure.

Where would you put yourself? And you're like oh, hell, yes, and I love that. But here's the thing, buyers are liars. So before I just believe they're hell.

Yes, i'm going to ask them the next question. Questions lead to confessions, right? So I asked him the next question. I'm like, Matt, I love that you're a hell yes.

Now tell me this, on a scale of one to 10, one like bro, this is not for me. And 10 like how do I get started? Take my credit card. Where are you? And you were like I have an eight.

No, you just went from a Hell yes to an 8. Right. This is why buyers are lives. Wow, that's really high. Tell me why. And now you're going to resell yourself on why you should do this.

And then I might've been asked and they're like, and we're ready to do. This right now. I just closed you with you having no idea what the price is. Well, it's just like a medical one, but yeah, the script, questions that you ask, right?

How important is it? Just what caused what brought you in today? Right. What is, what is that? Do you want to, do in the future that I have to right. No.

You know, People don't understand the reason the price is irrelevant is because it's already costing them something. They just have not materialized that cost.

How much, how much like, what does stress cause to your body? Cancer, cancer, heart disease, diabetes, blood pressure, Alzheimer's, all the shit we don' want, right?

Everything that the genus is deaf. So I have this bad thing in my life that is causing me insane amount of stress, but I don't want to get rid of it for a few grand.

No, I'd rather have cancer and spend a hundred thousand dollars in medical bills. Yeah. And business owners don' understand this. I hate the discount key.

Oh, me too. Can't stand it. Um, and I use this analogy from stage. Imagine going to the cardiologist and eating quadruple bypass and cardiologists goes, tell me what to do.

You need a quadruple bypass. If you sign up on Friday, I'll do the second two for free. So to buy two, get two free, but you got to sign it up by Friday.

I got it. Get your surgery done by Saturday. You'd be like, hey, you sound like Bernie Sanders and I'm getting the fuck out of here. Right. That's okay.

And yet that's what we do. They're like well, well you're here and you need to join. But I'd do a second join for $200. Why would you do that? And the problem is that The functional medicine biologics doctors, they look at the med spa space and they've completely bastardized that space.

That space has been completely commoditized and destroyed. I've done work in that. And I'm like, you have to be the absolute. You get to so high priced that people will not question why you are four times.

Right. Can they think, well, that's what they do with botox. Like, oh, tops is poison. All right. Now I use it. But I know what I'm doing. But you can't, the mistake is to look at other industries.

And I consult, like I said, I have a client and I'd consult in the online psychedelic. Something that has been very near and dear to me. I've been a big believer of it.

Done numerous journeys. It's completely transformed my life and dealt with all this trauma that I grew up with. So I have a friend of mine, he has this place and he primarily survives on, I want to get two of the tubes.

Okay. And I'm like, if he doesn't marches a break, it'll be getting better. And so what we've done is we're in the process of completely repositioning him, that his prices are going to be $2,000 more than his, because his stock is so pure, right?

He grows it in sound baths. It's small batch. He does a limited number every single one. And I've talked to a couple of people that are like, yeah, my point is that Every business, every single business can be in a position as the high-end exclusive offer.

Right. And the great thing about it is your market, like if you're in San Antonio. Yeah. How many, how big is San Antoneo? A million and a half? Canada?

Right, easy. Easy. I don't need everybody, I just need the right ones. So, um, great, let's talk a little bit more about. Okay. Um, what is the, What do you see with your clients?

Like, I know you've got a couple of our folks now, you just, even working with them for a few months and getting things. And I, it's been challenged because a lot of their sites absolutely blow.

Okay. But what are you starting this with people when they in the indoor, like in other people in industry? It's like, what happens to new businesses?

Well, some really cool things, um, and others sound silly, but like their phones start ringing. Which is another problem to itself. It's a whole other problem.

I'm like, please don't talk to me. Please. All the things he's taught you, Please use them. Yes. Um, cause that's another to solve. There's so many problems to for business owners.

A lot. AI is solving a lot of problems, but AI's not gonna solve all. No. Uh, AI can handle a phone call a little bit. it's Not there yet. Not as good as a good, a person on the phone.

Oh, good person. The phone you should be eating right here. Yeah. Their work is like gold. They are a hundred percent. My appointment center, which is kind of like the person who uses the phone, makes most of his figures.

I mean, it's in position. It's so insanely important. Yeah. So my front desk people, I don't know, back in the day, this was 2015-ish, we were paying them, We used to try to get away paying on like 35. You know, one of the skills that like every business owner should have even if you're like an orthopedic surgeon is like go cold cloth.

It's horrible, it's miserable. Nobody wants you. I hate it. And I'm Sam's person. But you learn so much. You figure out the pieces to the puzzle of how to get a person to stay on for two more seconds.

How do I get to there? The guy that I need to to, what do i need say? Oh shit, that didn't work. Oh wow, That worked a little bit better. And now they start understanding the importance of building that first connection on the phone.

Yep. Um, and our jujitsu school way back in the day when we were, you know, figuring all this shit out from the, the construction company going bankrupt to having the juju schools and my sales team would like, they would play to see who could get the calls that I've set.

And they'd be like oh my God, that Rebecca was on that phone with that person. Like I'm taking that sale. Because they knew it was like, I just set it up for them and all they had to do was spike it down.

Yeah. The, um, when I had the clinics, we, and we had three of them. We had a process when you came to work for us, everybody. I didn't care what position everyone started at the front desk.

Okay. Because that was the nerve set. And I have this woman, Latoya who worked for me, she was from the Bronx and this was in Wally. And she worked the front desk, and she was badass.

But she took no shit. She ran up that one. It was that freaking Viking slave shit, I think that was so fucked up. Now there's the drum. I love that you fucked it.

He goes, I don't mind. And I remember one day I was giving her a shit. She goes do you know, man? I'll cut. I'm like, yeah. Yeah, no, you will. Like she has a place.

That was like that was a loving that. Was a compliment like I. Love you, Matt. We're going to cut you. So she would I would say everyone you have to go spend a week at the front desk.

You have. To learn our strengths. Book appointments. Have to check people in. Yes. In you do not graduate until the choices you're ready to write a line.

Sorry, this talk could come worth. as urologist. They said, okay, you can work for us. I said but you're not learning every position. And he goes, what do you mean?

And I go, You're going to work the front desk for me. Yeah. He goes. Thought I'm a doctor. But he worked for Me. Right. We worked with that. So he's working the first test.

This is this guy's like 16 plus years, urologist with 30 years. he comes into my office at the end of the day. Gets down on his knees, he goes, please, for the love of God, do not fucking make me work the front desk anymore.

I will never, ever complain about the desk. He goes please for love God. Do not make any more. And I felt I don't have that call. So I bring him to her and she goes.

He did all right. We'll let him slide. But don't ever she said but don' ever bitch about his right because like that's the thing people like all the front desk people They don''t know what the hell they're doing.

I'm like, have you worked the fun test, right? Do you know? What if you like happens? You know, what happens. Yeah. It's it is criminal. Um, so anyhow so I know from there so gridlock, um working with the doctors I think One, most of the time they just don't have any idea what the marketing is.

And some of them are paying for marketing, right? Like some are not not trying. They just have no idea of like what they're actually building for the market.

Right. I will be the first to say this, that nine out of ten agencies. It's that I think it's not low. I was gonna say nine and a half out of ten They do stuff that most of them are They're horrible.

By the way, if I recommend somebody it because we've added the shit up. Yeah, they're you we're all liars Yeah And that's the piece that like oh, you know I'm not gonna tell you that a hundred percent of our campaigns are gonna be amazing and shit doesn't work We're gonna do our damnedest to fix it, right?

Right. But what I will tell you is that I'm going to do exactly what. I said I was in a fucking. That's what i'm gonna do. And so many agencies have picked up a sales book and been like, oh, I figured out how to sell people.

Frank for a train back in the day when Frank was teaching local business ought to be a local. And they're like, oh shit, I got some clients. Well, i'm not going to do shit for them, but they are going pay me.

And I want to buy a new chest. Oh yeah, that's all. So these marketing agencies suck. I don't blame the doctors for that, right? That's not their fault.

They hired someone who said they were going do something and that didn't evolve. Now they've built mistrust. It's like well, what are you going? But why are they going it?

And why aren't you doing it best? And marketing is not always an overnight fix. In fact, most of the time it's not. It's like turning a steam ship around the ocean in high seas.

If all of them pieces are there correctly, you make our jobs easier. if all the pieces were crumbled and messy as hell, it is going to take more time.

And the reason why your ship isn't working is because the piece are crumbling. You've hired a website company, they lied to you. They built you a. Website that's horrible.

It's not going to work that fast. If you have a decent website, you're in the top 20, your GBP isn't miserable. Oh, okay. We might be able to get there in 30, 45 days.

Yeah. Um, I had a doctor and saw me the other day and his site was a WIC site. I noticed we built the new site And then after 30 days, he says, well, I'm just wondering why this isn't working fast enough.

And I wanted to bitch slap him a little bit, um, with love. I kind of did it in a loving way and I was like, look where you were on what page you where with zero relevance that you had.

and now we're going to try to get here. Yeah. I'll also say that there is an identity crisis with some of these doctors because a lot of them are orthopedic surgeons or some type of surgeons pain management and now they're moving into the region space because they see the markets going there and they are not sure who they want to be yet.

And that's their question to us is like, well, why can't we do this for both? And like because now you're confusing the market. The market doesn't know who you are.

That's a big, huge mistake. You have to light your flag. And so like pick one buddy like take one. Who do you want to be? And then we're going to tell Google who you are what you do and where you doing but if you try to make a lot, you know goulash with like all the extra vegetables from the freezer that are expired six months ago, it's gonna be hard.

Yeah. Um, yeah, I couldn't agree more. It's like in my first book, the anatomy of the seven-figure medical practice. We talk about the beach at one market one lesson.

being known, people are like, I do all these other things. I'm like… Nobody fucking cares. You need to fucking get it. Yeah. Okay. After you get them hooked on marijuana, you can move them to heroin.

But a first step, always a You have to know we and we in our EB clerks, we did a rectal dysfunction. Now we get one moment of place in theory, hair restoration, that's the guy that we asked.

We did. A bunch of things. Okay. The only thing we marketed is coming to the clinic. One time you had the doctor get a test. His frequency results at 12 minutes.

You all stuff. And that was our, our offer. Our market was, Hey guys, this is a little blue pill fail gene. Again, We didn't want people that were having casual rectals function.

Now, I've got a very clear market. I can speak to a clear message. This is one of the ways that we got 50 appointments per location, but yeah, it was a fricking shit.

Let's just say specificities. It's dumb cash. Yeah. More specific you can be to the market, the better the message is going to be. And that's what we're trying to do.

We're not trying confuse things for Google. we are trying make insane, clear signals. Insane. I'll say that like, you know, doctors are doctors, right?

There's a little bit of narcissism in there, but that's not necessarily a bad thing. You know what? Narcissism is actually pretty healthy. Yeah. It's been a pretty good survival tactic.

Right. And so it's, not bad, But there's little of like identity struggle. Well, this doesn't exactly match who I am, it is what's going to drive the business.

So are you willing to detach yourself? From who you are who how you want to be perceived in order to get the result that you wanted, you know Yeah, so like you have to detach that ego space.

Yeah. Yes. It's big. You know, it's one of the bigger mistakes when we can get somebody really dialing It it easier for us to have success. I think with a startup at times and that's about thirty five forty percent of a market and Versus in insurance practice transitioning, which is another 35 to 40% of the market because there's an identity crisis in the 2nd.

So we have client who's in Texas. Family practitioner who is moving into functional medicine. And the advice we gave him, I did this advice to everybody.

You've got this big team of 25 people. Take three feet. And that's all they do now is they work in the cash-based side of the business. They don't spend the whole time in insurance side.

It doesn't matter how slow they are, they don' t pick up any patients. Their job is to build this. We're gonna build a practice room, then practice and create an ecosystem.

That ecosystem's gonna move out. Yeah, and it's going to root the other ecosystem to size. And so we're going to create separate sites, separate all this.

For all of this, you'd keep this other thing over here, because if you just stick it on there, nobody's going find you. You've got to have your own path with your name, but this whole thing, it would create a whole separate identity.

And that is the best. It's when we try to. You know skate between the two It's very there's fair you and the staff doesn't know who they are and then the stuff gets given gets to scrolled and Then they start saying this cash thing stupid.

We should just you know, make sure that everything's all about children Yeah, well, that's us That's right. And identity is the biggest play in marketing.

You know, if you can help somebody shift, it's hard. It's the hardest, but it is biggest. If you could help them shift to, I want to be Wonder Woman, you know.

Then like they can attach to that. Easy. Yeah. So, um, how do people get touches? They want us to find out about the rich. Yes, this is a funny question because I am not all out there on the internet.

Yo, and it's just really funny, right? It's really fun. Well, but it is not, I want everyone to understand. It's a different conversation if you're a local brick and mortar about how you market versus someone like you and I that assert, like, I find it's all over the world.

I'm not going to be running the Target and Can't Pace for London. And I did start applying to London, but maybe I will. So it is a difference conversation.

It is not like your going pop up about that. So, no, not, I don't have maps for my agency. But, you know, maybe on Google, let me have one at the farm.

So a lot of people find me on LinkedIn. I am there. You know I've got my email. Rebecca, my name is streetworketing.com. Just like, okay, we're back at my main street market.

Okay. Your last name, they would be up on LinkedIn. Or find me through that. If you are listening to this in your client, you can go into our network money networks.

And her information is there if you were not a client. Just kind of find her on link and send it to her because we have special pricing for them to go through.

So you want to talk a little bit about that? Yeah, absolutely. So what we do first, which is our coffee date, and I try to do what I say, is we offer a 30-day trial.

It is a paid trial, so it's $1,000 for a payed 30 day trial we will need to get access to your website, we'll need access your GDP. I practice by saying access the website as that sometimes becomes a problem depending on who owns the web site.

And then we'll set everything up within seven days. We'll give you an analysis of exactly where you are right now. Don't be scared, don't cry. It's okay, we will help you fix it.

And people sometimes don t want to look at that. Yeah. Uh, and then within that period of time, will be able to identify the keywords that are most specific and most helpful, you know, cause more revenue for the clinic.

Yep. and that's what we ll have, put a plan in action for that if your website needs help. which sometimes it does, probably 50% of the time minimum. We can help you.

So we can build out those subdomains as we talked about before. There is a price tag for it, so let me be clear. If there's a pricetag for, you might want to do the trial first and then be like, okay, I'm really ready to move forward longer term.

And I'll even say that after that trial, if you're coming into RedLog, it is 5K a month. And the thing about it is that, but then you own that. You stop paying.

It's like, I, you know, people are always like what I shouldn't have to keep paying them. Like when your client comes in and you fix their testosterone, right.

And you get them peptides. And they start feeling better. They ever want to stop. I mean, I paid $2,500 a month for working with my doctor. And I pay vacations and talk to that.

We'll never stop, right? I'm 58. My 58-year-old friend's like that, too. Right. Well, a lot of doctors. Yeah. Um, yeah. And you have exclusive, like you own that.

So no one else. You're going to own one and two in those two years. Yeah, it's, I will tell everybody like it says foreign because your brain is like, they think that marketing should end marketing.

Never. It's not an expense. It is an investment. And when, if you stop and you think about how many times I've been using this on Austin, Texas, Neo, my assistant, and that is his real name is not a bot.

He lives in the Philippines. Um, she, he's in Philippines and I guarantee you, I gave him the address of where I'm saying Google podcast studio. This showed up on what I do.

I know it. I don't even have to look, because we do this all over the country. And that's how he chose, and he's in the Philippines. Right. If you look at what Google is today, at the moment of this report, the top two-thirds of it is an AI answer in Chubb County.

The next thing is maps. Those are the two things of the fold. You don' see data as that much anymore. And then SEO is being pushed out on the second page, which means it's you know, and this is not SEO people.

This was do not it is don't say, is it just like SEO? No, it not. It's completely different. And it. Is also layering into the AEO space. So what we do affects your A. E. O.

Tell them where A E. O. is. Artificial. Yeah, that's like artificial. Yes. I had to think about it too because it's a brand new phrase. So, AEO is your Geminis, your chats, and your quads because what are people doing now?

They're using A-E-O now. We do have tools that will help you rank in AEO, like where they'll suggest who you are, and it's silly. It happens with blogs that AI writes, but we build it with the code that the AI reads, so it is not just handwritten blogs.

But I will say this, to be very honest, it kind of a fugazi. It is, we're headed there. We're heading there quickly. Did you marry an Italian or you're part Italian?

Neither. God. I dated an Italians. You're not there yet, but should you start building it now? Well, yeah, you can. Yeah. Uh, and we're going to be talking about a, you know, in what it's doing in the market place.

You kind of mastermind in July in Las Vegas for those people that are part of a program. If you're not. And then we will probably do a bigger session in November session because this is changing fast.

So, to an update that. November. Yeah. Talk about it. You got to work at a location and all that other fun stuff. It's um. I'm seeing a massive shift in the way marketing works, and I haven't seen this fastest shift for 12 years.

That's crazy. It is crazy, it's really crazy and spending a lot of time on it. When I get done with this, I'll go spend three, four hours. Now I study this stuff because I have to teach it and understand the very deep cellular level.

You don't need to spend 3-4 hours down here. For people like you and I, we like to understand because changing fast and it's a very fluid. Well, it was very hot and if you're not doing it, have somebody on your team just.

Thanks for coming in. Thank you for driving up from San Antonio. I was at my place on Austin. Talking is like I'm gonna try down. It's women trying to get the scene.

Have you done right months? Yes. So I am glad you told me. Yeah, it's great like you're able to come up All right, and uh folks people call contact you.

All Right, this is good stuff bitch. We'd like to appreciate it. Bye If this episode got you thinking differently, hit follow and share it with someone stuck in the system.

Please leave a review, it helps us grow. Want more? Visit MavericksProfitSystem.com to schedule your free discovery call and explore how far your business can go.

Rebekah Duron

Your Clinic Doesn’t Need More Leads. It Needs to Stop Losing Them.