Five content creation tips for clinicians and healthcare providers

Yeah, homeboy down the street does this for free and then gives me free x-rays and he said free massage too. It's like, dude, homeboy, I don't know what he's doing. He must not value his work. But whatever, like I can't argue with that and I can't argue the fact that he takes maybe insurance too. So the only thing I can really do is say like, look, you guys found me. I don't know how you found me, but you found me because you like my stuff, probably. You probably found a podcast or video. I have a lot of people who come in from videos. So they're already sold in the idea of seeing me. Now I can choose to keep them seeing me in a different way or I can get them to see somebody else, which then they're out of my loop.

You're listening to the Restoring Human Movement podcast, where movement experts discuss the latest evidence-based practices to help you and your clients move with mastery. And now your host, Dr. Sebastian Gonzales. Hey, everybody. It's Dr. Sebastian Gonzales, your host for the, this is not the Performance Play Sports Care podcast. This is the Restoring Human Movement podcast. Sorry. Rebranding. Sorry. Forgot. Today we're actually going to go into something for the clinicians. And I would assume that young clinicians as well as people who are seasoned are going to get some stuff out of this. So I'm going to call the five tips and more in content creation because I've had quite a few interns and other docs throughout the years ask me how the hell I'm creating so much content, podcasts, videos, articles, and so on.

And how it is beneficial or not beneficial to my practice. So I thought I would go into that a little bit today and help you guys out in creating your own content. Because realistically, realistically, we're not going to get anywhere in regards to healthcare if we don't spread better, well-informed, newer information. And I'm really thankful for the whole concept of WebMD back in the day. They were innovative and it was great. But at the same time, like, I don't know how many people come in, like, with a shoulder problem and think they have cancer. I mean, there has to be something a little bit more specific or maybe well-formatted for these people out there.

So that was part of my mission here. And I don't know if I've mentioned to you guys before, but one of my lasting things that I want to be able to leave on this earth is that when people start actually coming in and knowing a lot more about their condition than what their grandma told them, I would consider my job as done. So I'm trying to get that stuff out there and floating around and hopefully people see it and hear it and they're like, holy crap, maybe there's more to it than just throwing ice and rest in this type of thing. So I didn't know food was part of it. I didn't know that I should chew my food a bunch.

I didn't know that I should move, you know. So that is part of my mission anyways. But so today we're going to go into those five tips. The tips just off the top of my head here is number one is scratching your own itch when you're creating content. Second is knowing your target audience and basically knowing how to speak to them. Third is you know that people learn in different ways. So your audience might learn in a very different way than a different person in your audience. So not everyone learns the same way. I'm more of a visual learner. Four is create an ideal relationship flow of how your people will eventually find you and experience you to make sure that you're the right person to show them the content, right?

It's kind of like a thing with that is it's like there's a lot of great people out there, but not everyone needs to date each other. Not everyone gets along. So part of that relationship flow is really important. Number five is write better material than anyone else out there. And not just writing, but I guess podcasting and videos. And if you see someone's stuff and you're like, I could do that better. If they're missing one part, make it, you know. So there's lots of parts to it there. If you're looking to find the show notes on this podcast, go to p2sportscare.com. And in this one, you're going to type up five tips or content creation.

And you're probably going to find this podcast. Or you can actually find, I don't know, actually, quite honestly, I don't always know the titles of these things before I actually start. I have a rough idea, but I don't know the exact title. So if you go through and you actually go onto the podcast page, you'll see it playing there. You'll see the title of it right now where you're playing it, wherever you're playing it, on Google Play or Android or iTunes or whatever. So just check it out. Take that title, plug it in to the search function, and you'll find all the show notes to it. Any of the references I make today in regards to links, videos, and so on are going to be also in that thing as well.

Now, before I go into things, again, I want to make sure that you guys know a little bit about me. And because I am your host, you're going to experience with me quite a bit if you hear these podcasts. By the way, if you haven't subscribed, please do go onto iTunes, also review. That'd be great. So one thing, actually, that I realized over the course of time was that calluses, I think, I mean, I think, number one, a lot of kids today are soft. They're really soft. It's like they haven't, like, picked up a bag of rice in their life and moved it. Like, they're not hard working in regards to using their hands.

They might be hard working mentally, but they're just, they're not, like, calloused. So one thing that I thought is, like, a really good reflection of someone's work ethic is do they have calluses on their hands or not? So there's quite a few times in here where, in my office, there's people that come in that I have them hang on a bar, I have them grip stuff, I have them pharmacy, I have them deadlift. So they're like, I don't want to get calluses on my hands. And, like, one guy even came in with gloves. And I told him, man, if you wear these gloves in here, like, I want you to put those gloves in front of your face, get nice little spirit fingers there, and then take a real cheesy smile.

And I'm going to Photoshop that thing and put a little sparkle in your smile and hang it up on the wall. And I think, I forget the reference, someone called them bitch mittens. But anyways, lifting gloves, I mean, I just want to build some calluses, you know. Like, I was telling, I tell every person here, especially if you're a girl that comes in here, younger girl who's, like, looking to date people and so on. I'm like, honestly, I'm like, I don't think, as a guy, I don't think anybody should date a girl without some type of sign of a past callus. And it doesn't have to be, like, the rugged and gnarly huge calluses, or it doesn't have to be someone who did CrossFit and tore all the calluses up.

But more so just some type of density along their fingers. And this is not about physique. This is not about, like, working out or anything like that because you can get calluses by digging holes. So my thought is that, I mean, if you're going to have a partner in life, if I got to move a couch, I want someone to move a couch with me. You know, I don't want to have to call up my buddy and say, hey, come on, move the couch. I want someone to move the couch. So I think for men and women, if you do not have calluses, you are literally undateable. Okay? You need some calluses. So that is my callus rule for dating.

Remember that. Tell your kids. Get them a little bit scruffed up. Now, let's get into the podcast here and all the content. Now, one of the first rules, at least for me, with content creation is scratching your own itch. And if you've heard me speak about content creation before, I usually tell the story of how I started my practice and how I kind of went the route of trying to duplicate myself. So one of my major issues was that I had, I mean, I was a single person in practice. I was renting a room from another guy, and I mean, I want to spend a lot of time with people. I want to show them a corrective exercise.

I want to show them what their anatomy is all about. I want to show them all the locations of the structures we talked about, and I want to show them everything. So, rather than having these conversations over and over and over, I made a couple types of videos, and some of them were based upon pathology. I remember I made one on plantar fasciitis because I had a lot of people ask about what is a plantar fascia, what does it do, where is it, what does it feel like, what are symptom patterns, things like that, right? And I made a bunch of other types of ones, too. So, I made these videos where I basically took models, I did my own feet, I did skeletons, and I pointed at things, and they were like five to ten minute videos.

They were long. And looking back, they weren't great, but I was scratching my own itch, and I was, anytime someone would ask me, like, hey, do you treat plantar fasciitis, I'd say, well, yeah, sure I do. Here's a video on it, you know? So, first thing it would help out with is, it was basically a demonstration of what I do and do not know. Well, do I speak the same language of them, and are they convinced that I can help them? Also, too, when people came, and you know how it is for people's first time, like, they're really, they're concerned about a lot of, they might be asking a lot of questions, they might not hear all the answers, but there's a lot of stuff going on.

And I remember when I had my dog, she had a ACL injury, or a CLL injury, or CCL injury, canine cruciate ligament, and I went in there, and there was, like, a four-hour exam, and, like, the doc was really thorough. She fit her up with a brace. It worked really well, but I literally had to go home and sleep, and I don't remember everything there. But I really did care about it, and I wanted to ask her again some of the facts that she told me with surgical, non-surgical, and so on. But I couldn't, I didn't want to bother her. So, if she had some of this information out there, I would love to read it.

And actually, I did a bunch of article, or I researched a bunch of literature on PubMed about the success rates of these things. But it would be really great if she had it, or if I could hear it from her own mouth again. So, I had people, I think, experiencing the same thing. They would say, hey, I want to make sure I understand what we talked about last time. Can you, can we talk about it now? And me, from, like, a single provider perspective, and I wasn't extremely busy, but at the same time, I didn't want to spend two hours with each person. I kind of looked up at the clock, and I'm, like, thinking, I got about 30 minutes here, right?

Like, how do you want to burn this time with me, basically? So, I'd give them the option. I was, like, look, I made a video all on this. It's all the questions that you're asking right now. Go watch that, and then ask me, if you still have questions, ask me again. But, why don't we start working with your actual thing today, right? So, that was a way to kind of duplicate myself, and I already knew what I said on the video was the things that I want to say. And back in the early days, I did a ton of takes on these videos. They weren't single bursts, kind of like these podcasts. I don't really edit a lot of them.

I just kind of go with the flow, and I think it's part of the realness of it. I think people like to see if you're real or not. And so, I started with those pathology-based ones, but eventually, we got to the point where people were asking, hey, how do I do this exercise again? And I remember one of the exercises, which I showed a lot of back in the day, was the Cook hip lift. And there was another one, too. I think I, damn, what was it? It wasn't Dead Bugs, but it was a floor-based one. It was a torso, hip-based one. We were always all about the glutes back then. So, I had people ask, like, hey, you know, how do I do this?

How do I do this again? Like, I already showed them once or twice, and they're still asking. And I was like, look, I want to show you. I want to show you. Like, if that's part of your program right now, program today, and we've got nothing else to do, by all means, let's do this thing. But do you want to spend your time today going over the stuff we did last time? So, not all of them want to, so they go home and look at this link that I supplied them. I would email it directly to them back in the day. I don't anymore. I actually supply my patients with a very comprehensive list of videos of things that we do in the office, exercise offloader-wise, treatment-wise, to make sure that they have a good reference for when they're doing it at home.

I don't share all these with the public, but they're certainly for patients who are supposed to be doing them. So, back in the day, like, these people would eventually catch on. They're like, oh, okay, I got that link. I'm going to watch it. And they would come back in, and they would know it better. So, I was scratching my own itch with this because all the services I wanted to provide these people, I really couldn't do it all. I was going to overstretch myself. I wasn't going to make any money. And as you know, from a practice beginning standpoint, like, you want to do everything you possibly can.

And you have a lot of time, but you don't really want to give all that time because it's not always productive time. You've got to have time during the day that you need to go out and draw up new business, right? So, there's a lot of other things you could be doing. So, why not just streamline this thing? And I actually found, too, something that helped was this really helped out with patient accountability. So, rather than them coming in and saying, well, maybe I didn't get better or I did get better. Let's say that you were a big part of this or I was a big part of this. I can say now, did you do your homework?

Did you watch that video? No, you didn't? Okay. So, show it to me right now. Well, this, this, and this don't look great. Can you improve on that? Well, I don't know how. Well, there's a video right there. You know, like, I don't know about you guys, but I grew up playing sports and I was responsible for certain skill sets. And if I didn't know those skill sets, then I was not going to play. And I do remember that there was a point in time, actually, in high school, baseball, where, I don't know, I don't know what the coach, the coach really wanted me to bunt. And I can understand it from a strategic standpoint, but he was really forcing the issue.

Like, he's like, hey, I'm going to bench you until you can bunt. And I was benched for, I think, one or two games or so, or he moved me out of position. I forget exactly. So, and I got replaced by someone else who couldn't bunt either, really. And it was just kind of his way to teach me that I, you know, he's like, I really want you to be able to bunt because we can get so many more on-base appearances and so on. Their on-base percentiles will go up and whatnot. So, I got to learn how to bunt. That's fine. You know, and so I was, I know, I know that I'm responsible for learning that skill set.

And I know that same thing applies to patients, too. They don't always seem to get it. And they don't really take it as seriously, I think, because they feel better when they walk out of the office, at least with me most of the time. But also, too, I know life gets in the way. But I know from high school baseball perspective, it's like baseball was life, you know. School is important, too. But at the same time, with you thinking about school, it's like you will not pass this class unless you learn these skill sets. There is repercussions for your actions. And for this one, it's like I have this video.

I have this podcast. Listen to it. If you don't, if you don't watch it and do it and show me that you understand this part, and you're asking me these same questions again, I'll answer them. But it's going to severely chew into your time with me doing other things. So, I am saying that it's very important for patient accountability, but also, too, for me. For me, as a clinician, this is something that I needed that I could not afford yet. I could not afford to have someone else work for me. I couldn't have an assistant. And actually, in the beginning, I didn't know stuff well enough really even to feel comfortable teaching it to somebody.

I didn't know if I was doing the right things yet. I was still kind of testing the water and trying things out. So, it was really helpful to do things on video of at least the things that I felt comfortable doing. Now, the itch that I scratch currently is comprehensive questions or small questions that turn into comprehensive answers or big old, they're big talking points. And I find it very often that people who are, I've talked to a couple of MDs about this, actually. There's always the last minute question. And they, there's one lady that comes in and she says, so she's a pediatrician. And so, the parents bring kids in, obviously.

And so, they bring in the kid for the cough or the sneeze or the whatever. And at the very end, so they bring in this other, they have this other kid, too. And they're like, oh, you know, one more thing. So, they're always at the end of the appointment. One more thing. So, my son here has this huge rash on his face or, you know, like, it's, it's always a large question or like, hey, my, my, my son sweats at night and he has his back pain and he's two or whatever. I'm not good at making up these situations for children. But anyways, it's like these alarming questions where it's like, oh, okay, maybe this is kid cancer, you know.

So, there's, there's really large comprehensive topics that I think a lot of people ask the questions of that they don't realize that they're digging a really big, this is like a 30-minute conversation. So, currently, I've made what I call the authority pages and they're basically references that I know for a fact that I don't have to send my clients, my friends, my family to Google to say, look up, look up this word and then read about it. Because I don't know what the hell is going to pop up there, right? It might be completely wrong stuff or, again, they go on their WebMD and they're like, oh, the core, okay, it's a six-pack.

It's like, no, no. Then I have to undigest what they're, like, breakdown of what they already, what they already learned. So, I'd rather just tell them to go to my site and say, can you click these words, put these words in my search bar? Or, if you go to the patient portal area, there's all these articles where, if they're listed there, they're ones that I spent literally 50-plus hours of my life writing, proofreading, researching, and citing. So, there's a lot of information in there that I spent time putting together. And there's one in particular that, so when people ask me, like, well, what do you think about core work?

Like, what exercise should I do? I'm like, oh, okay. So, depends on your type of condition. Depends on if you can tolerate flexion or extension in the spine. And I'm like, why don't we do, why don't we do torso stiffness exercises and not really move the torso? And they're like, hmm, I don't really get that. Can you explain? So, as you see, this can turn into a really big conversation. So, here's what I say instead. I say, look, there's a search bar on my website. Type in core. And it's going to take you to a page where girls are going to push up. Go through there. It's literally 30 pages on Word Doc.

There's more videos than you're ever going to want to watch on there. And by the end of the reading, you're going to figure out more than you ever want to know about core. It's basically the past history of core, of what people thought, and the progression of now what we believe it does. And they're like, oh, cool, great. Now it's kind of on them. Like, I'm supplying the information, and I love to talk to people one-on-one and discuss it, but at the same time, it's like, I got someone else waiting. So, I don't want to shut this person off, but at the same time, I do want to supply them with the information, so I get them to scratch my own itch with that.

Another topic that I get asked quite a bit is, what is it again? It's muscle tears, muscle strains. Muscle injuries. Gratings of muscle injuries. So, they're like, well, is this a tear? And I'm like, well, there's no bruise. Well, there was never a bruise, right? No, there's never any swelling. No? Okay, cool. You have grade one. Maybe you're a grade one muscle injury. And they're like, what's that? I'm going to say, I'm glad you asked. I wrote a whole article on this thing. There's a whole podcast on this thing. So, and if they're a runner, I direct them to the running tip page, which has about 25 chapters of more information than a runner's ever going to want in regards to injuries, injury prevention, questions they might have a strength training with running, and so on.

So, muscle, types of muscle injuries are in there. And we have that graded system from 2012 of the 2012 consensus statement. So, there's all these references that I've gathered together for these patients, and it really helps me out a lot with time management. Now, as I kind of mentioned before, the videos, in case you guys haven't done videos yet, I strongly suggest doing it. And, I guess there's a couple ways to do this. I have a friend who used to do a demonstration for the person on their phone, so they take that video home and they have a personalized video, and that worked. Instead, most of the time what I do is I'll write down the first time if what the person's three, four basic rehab stuff are, or whatever their desensitizers are, or whatever I want them to do, whatever their homework is.

So, I write it down on this intro paper, which I scan into their file, they take it home, and I write it down in two ways. Number one, I write it down with the technical name, Bird Dog Progression, right? And they're like, Bird Dog, which one's that? I said, well, good question. What do you want to call it? It's where we did this and this and this. They're like, oh, I like that. We'll call it the Pointer. I said, great. Call it the Pointer. I'm going to put it right on your page right there. But, when you go through this video reference, then I'm going to email you. It has more videos than you're ever going to want to watch.

But, on the left side there, I want you to go through and find Bird Dog Progressions. That's the technical name. Now, it says progression because there's only, like, you only did one of them. Now, you can watch the entire video if you want to, but only go up to the part that looks familiar, and you're going to hear a lot of the similar cues that we use. But, because you had a unique injury, and we loaded it a little bit, I tweaked it a little bit for you. Do you remember that tweak? Yeah, I do. What was it? It was that. Okay, good. Cool. So, this is the basic setup and to help you through it, but you have to know what you're feeling for.

So, you have to remember those fine nuances. So, this video reference, at least for me, is very helpful because I only have to send one video because it's a Google Sheet. And a lot of the exercises that I'll show are on there. If there's not an exercise on there that I show, then I will typically add it later. But that's been something that's really helpful to me. Now, when you guys are creating your own content, you might want to sit there and think for a second. What are five common misconceptions that people have? If you're making an informational-based one, what are five questions that people ask you on a daily basis that you are tired of having that conversation and you know that you can answer it better and validate it and back it up if you had all these references and whatnot behind it?

Do that. Do one of those. If you find that there's five exercises that you are showing all the time and that people ask you to send a reference on because they don't remember it, do those. And you don't need anything extensive. You can do an iPhone and upload it there. It's fine. I remember Kelly Starrett did all these wonky videos on YouTube, which, I mean, I think he was just doing a phone and people's love that shit, which is fine, but we don't need big video production all the time to make an impact on people. Now, if you're anything like one of my friends where he loves to create content, but in the time, he's like, I can't sit down there, right?

I got a couple of kids. I'm like, great, cool. Why don't you dictate it? And so dictation, you can talk, you can speak right on the phone, just like me right here, or on a podcast thing. You can do it on your iPhone and you can send that audio file to someone to transcribe. The transcription, just so you know, is roughly about 50 cents to a dollar a minute per recording. So if this recording was a 10 minute one, and consider how many words, by the way, you can fit in in 10 minutes. So if this is a 10 minute recording, then it would take you $5 to transcribe. Nothing, right? Save you a ton of work in your day.

Now, if you're wondering like, well, this is going to be just as verbatim as you're saying it on this podcast, yeah, it will, unless you convert it. Now, I have a friend who actually, I haven't done this yet, but I plan on it with a couple different things, a couple different topics, mainly because there's some topics that I just literally want to vomit on paper. I don't want to proofread it. I don't want to look for grammar. And also, I have a little bit of an issue sometimes to organize my own thoughts, and I need someone else to help me out finding that direction in that system. So I have a friend who vomits on the paper, gives it to a guy who is educated about strength conditioning and anatomical terminology, and the guy converts it into a really good book.

So, and that's not that much either. I think it's like $150. Like, I still have that guy's email, and I'm going to plan on using them in the very near future. But, so consider that. You can have these badass references for patients for less than probably $200 per, all right? And everyone has different skill sets. You might not find someone great the first time. But I found a great transcriber. I know she's listening because you're transcribing this. So, if anyone needs a transcriber, too, email me. I'll help you out. Ronnie's great. But if you're making this content, it doesn't have to be hard and complicated.

So, whatever your hang-ups are, just identify it now, and then let's take care of that. There's always a way. There's always a way to outsource. There's always a way to help. It's really, really good to streamline your efforts and do the stuff that you need to do and that you're good at. Now, the next one we're going to go into is knowing your, number two, is knowing your target audience and speaking to them in their terms. Now, this is something I personally struggled with because I technically have two target audiences on this podcast, if you see that. Number one is you guys, because you're clinicians, and I'm speaking to you in the terms that I don't think patients or CPAs or anyone else would understand or care about.

And, like, if I was talking to a baseball player, I would probably identify, I would speak in different terms than I would if I was speaking to a tennis player. Like, their movements, although very similar in rotation, like, they have different cues and things to do with different biases and come-froms. So, knowing your target audience and how to speak to them is very important. Now, since you guys are a target audience to me, I've actually taken the route of attempting to get you guys to share with the secondary-level audience. And if you've heard some of the other generalized podcasts, non-continued education podcast style of thing, then you're going to recognize this because I always say share it with your patients.

Now, I consider you the influencers. So, you are really the primary target on this because you're the influencers to show and share the information to your tribe. Now, the things that you would share with your tribe are not necessarily things that you'd share with a friend who's another clinician. So, when I create things that are easy for patients to understand, easy for lay public to understand, I say them in different ways. I try to do a little bit more analogies and I don't talk specifics of anatomy unless I clarify because I don't need to clarify to you guys quite as much. So, identify your target audience and where they are at as well.

So, where are you guys? I tend to think that you guys are very much like me, I'm guessing. So, I'm busy throughout the week. I don't have time to always have a conformed, consistent schedule to listen to or watch something. So, if someone says show up to this webinar at Wednesday at 2 o'clock, I wouldn't make it. Like, I think I might make it, but I probably won't. So, I might want a recording. And so, all these podcasts are recording. You can literally binge listen to all these things. And I make them available to you and I keep reminding you on different days. And where do you people hang out?

Where are you at? You know, I think it's funny that, like, I think there's actually... I think about Instagram. I don't love Instagram because I don't really love social media. I don't love that stuff. And you can tell by some of my posts, like, I put effort into it, but I don't do them daily. And you guys, I mean, if you follow people like me, you probably see on your Instagram, in your social media, more chiropractors lifting weights than anything else. Like, I subscribe to one hashtag. It's Ula. It's fishing. Because I like to see some of them in the middle of just dudes lifting weights. And, like, so I know where you guys are hanging out.

You're probably on Instagram. And you might not hang out on podcasts. I don't know. But I know that I wouldn't, I probably wouldn't spend a lot of time personally reading a, I wouldn't, I wouldn't spend a lot of time reading on Wikipedia. Like, you guys aren't on Wikipedia. You're probably not on Reddit. You're probably not on Facebook. Although, Facebook, you're probably in Facebook groups. So, I need to, my point is that when you are identifying your target, where's that target hanging out? I did a, I did a presentation at SCU recently, and we were talking about YouTube videos. And one guy said, well, I'm going to target, I think he said, like, I want to say it was, like, older geriatrics.

We were talking about geriatrics. He wasn't very specific with the gender, age, and, I don't know, race, whatnot, and, or activity levels, any of that stuff. I said, geriatrics, okay, so what age group? And they're like, oh, 70, 80. I said, great, cool. So, I said, where are they hanging out? You know, like, do they watch YouTube videos at all? Like, my grandpa could not, like, he could barely call you. Like, my dad could barely use an answering, an answering machine when I was growing up. He couldn't even put a, like, he would have us start his DVDs in his DVD player because he didn't understand how to play it.

He just was not an electronic dude. So, are, where are you people hanging out? Like, if you're targeting geriatric people, like, you might not even have a podcast or, like, perhaps the articles, like, your block text, like, your paragraphs are too big. And it just confuses them or, like, their eyesight is an issue, right? They might not stare at monitors. Like, I know older people who, they get confused getting into their emails. And there's nothing against them. It's just that they're not hanging out there. So, maybe is content creation even right for you? Maybe you've got to hand something to them.

Maybe you need to be where they're at physically. Now, I know that for me, for me, if I was someone's target market, like, I do not drive very far to work. So, I don't get a chance to really engage too much with podcasts. But when I do travel, I do listen to them, and I listen to them on airplanes. So, I remember there was this one coffee podcast that I was so on to listen to. I downloaded all their podcasts before I got on a plane. And I got on there, and I heard the hum of the engine. And then the podcast was kind of like this. It was so, so quiet. And I had to cover my ears a little bit just to see if I could hear it better.

And I couldn't. And I was struggling to hear this thing. So, their target market, I don't know if it was me flying an airplane, but their audio needed to reflect the environment that I was going to listen to it in. Like, it wasn't good enough. Like, I'm hoping to God that my podcast is the only media that you're listening to is audio. I hope the audio is good enough. And I used to record in my cars, or my car when I was driving, and I realized that wasn't good enough. So, I went to a better mic and whatnot. So, know where your people hang out. Know how old they are. Know how young they are. What do they want to hear about?

And I think this is a big part. Actually, because your target audience is like, in all honesty, like, they do not, like, if you're targeting videos, they do not care about what your name is. They don't care if you're a clinical director. They don't care about your education. They don't care about that at all. And rightly so, because they're on there to hear about what they want to hear about. And I've listened to quite a few podcasts where, like, people are rambling through for the first five minutes or so. I know my intro is five minutes, by the way. But they ramble through about, they're kind of just going around in circles, right?

And I still don't know yet what the topic really is. I saw the title. I'm like, I know they're going to get to this right now. But I want to get something meaty, some type of hook in the beginning. So, they're rambling through a little bit. And I just hit 15 seconds, forward, forward, forward, forward, forward, forward, until I hear a second voice and I rewind. So, I'm a little bit more invested because I want to hear what that main topic is. But at the same time, if you notice my intro is, they've changed. They've changed. And I'm trying to drop a little bit of a snippet of what you're going to get in the beginning, as well as framing it.

Who should be listening to this? What is it? And what are you going to get? And then I'll go into little bits and parts about me. So, know what they want to hear about. Because you guys are here, on here, not to really hear about me. I mean, I want to share little parts about me just so you know who I am and you're a little bit more connected to me as the presenter. But at the same time, like, you care about you, which is fully okay. And your patients care about them. They don't care about you quite as much. So, don't always tell them about what you want to tell them about. Tell them about what they want to tell about.

And there's little parts that you drip in there. And I don't want to call this like a bait and switch. And, like, when you look up with Google keyword search, you figure out, let's just say, knee pain with runners or knee pain. Let's just say knee pain. You're going to find that there's lots of knee pain. People are looking at knee pain stretches, knee pain exercises, knee pain flexibility, knee pain mobility. They're looking up all these different things. And your topic might, like, you're like, I'm not down with stretching the knee, especially if it's unstable, right? And it's, if you do not give them what they want, they will not open your video.

They will not open your podcast. They will not open your article. So, and I learned this from writing from bodybuilding.com a little bit, is that I, there was a, there was a couple articles I wrote. I'm like, these are badass articles. Like, I love these. Like, these are, these are ones that I'm really proud of. And I was even proud that I narrowed it down since I tend to be very long-winded on articles. So, they came back to me and they're like, no, this isn't good enough. And I was like, what the hell? Why? So, I, I changed it, I changed it a little bit, the framework. And we called, one of them was called, I think it was like five dead lifting tips to not hurt yourself in the gym or something like that.

I forget what. And they're like, oh, that's so much better. And I remember I wrote one that it was like, I literally sat down and wrote for about 45 minutes, didn't edit it, sent it over there. And it was the three exercises in the gym that will hurt your back and how to modify them. And they loved it. They loved it. It's because it was catchy and it had a hook. And it's what people are looking for, at least in their target demographics and their target audience. Now, I could have spit all day about lumbar spine disc and facets and all that kind of jazz. That's, they, they, they're, they're a big company.

They understand what their audience wants better than we do. Like, we're terrible business people. Like, I think I'm okay, but they're badass. Like, they've, they're, they got a, probably a multi, multi-million dollar, maybe billion dollar corporation or company online. They're better than us. They know their stuff better. So make sure you're meeting people where they're at and talking about the things that they care about. Now, how do they find their information? I, I think I spoke, I spoke about that a little bit. Sorry, I'm going off a bullet point here. Where do they find their information and where they find, where are they going to find your information?

I, I heard the term back in it back months ago. And I think this is where my, I think my, my titling and my direction of people on content got a little bit better. It was that I used to just publish and pray and then hope someone find it. I would hit, hit the publish button and just let it ride. Just let it go on the internet, let go on YouTube and see what happens. And actually, if you followed my, the progression of some of my videos in the beginning of the year, I was doing a video a day. And what I found that by doing these videos was that I was not actually doing a job of promoting them and placing them in the location where the person, the intended audience would find it.

Okay. Promotion of these videos and your stuff is extremely important. And once you publish the article or the video of the podcast, that's only part of the battle. And so any guests that I have on here, like I asked them, please share with your audience. Your audience loves you, right? I'll share with my audience and the people that, that, that follow me. But then how do we reach beyond that audience? You know? And I, if I did, if I said interview with, um, interview with Sebastian Gonzales, probably no one's going to care. Cause again, that's about me, right? Maybe podcast interview with Sebastian Gonzales, teaching you the three worst exercises in the gym and how to modify them.

Oh, cool. That's a little bit more about me. Right. As, as the, as the, as the, as the end listener. So I think putting things in the place where people will find them, like a little Easter egg hunt is more important actually than writing content. But I can tell you this, and I've had a lot of people ask me like, where do I start with content? Well, make your content, make it. Do you have words? Do you have, do you have, do you have audio? Do you have video? You have none of it? Then you have nothing to promote. Nothing. So start writing, scratch your itch. Like that's why I put scratch your itch as number one, scratch your itch, figure out what you need to be speaking about and what your people want to hear about and what makes your life easy.

After that, then you have to know where your target audience is and start directing that, directing your information into that group. If they're allowed in there, by the way, there's lots of hangups and like people don't want to be promoted to whether it's good for them or not. Like you put something into someone's Facebook group and they, they will lose their mind. It's like, don't, don't promote yourself on our group. And it's like, I'm, I'm giving information. I probably didn't even mention my name in the beginning of the video. Like, chill out, man. Like I know, I know a couple of running forums were like this, where I posted some videos in there and some articles.

There were like the authority articles that I said, the ones that I felt very proud of that I felt were better than anyone else's on the internet. And they, they came back, they're like, you can't link to yourself. I'm like, what, what are you talking about? I can't link to myself. And I said, what do you want me to do? And actually I did a whole podcast, I did a whole podcast on this cause I was so fired up at the time. Like, they're like, well, you need to write as if you're one of the peers of the group. You can't write as an authority. And I'm like, but I can't, I mean, I kind of have an advanced degree and I'm like, so I'm like, what you're telling me is that you want me to regurgitate the entire article on your blog or on your forum.

And they're like, yeah, I'm like, well, I'm not going to do that. Like I've already, like I already spent so much time doing it where I'm not going to do that. So they can just go to my link. And, but the funny thing is if someone else can share your link and it's okay, this is the, this is the odd part about the whole thing. And actually I just barely went through, I was, I was going through Wikipedia cause I do like to add some advanced information on Wikipedia because they get outdated too. And they're actually written by people or written by peers. They're not, there's not a single moderator.

Just people add to it. I don't know if you guys knew that. So you can submit things there, but you have to cite it. Everything, every single thing you cite. And so I went on one of them and I put in some of the facts about radiology findings in regards to the lumbar spine pain and correlation to back pain or not. And so the moderator in there, there's moderators in all these things. And so he's like, cool, great. Like where's the citations? And I cited some level one research. He's like, cool, great. Where's your secondary level stuff? And I'm like, oh, I didn't know you wanted secondary, but cool.

I will. Great. So I was digging around and I was like, I don't, I was looking at Google cause he want the secondary level was, uh, it was basically someone citing the article or summarizing the article. So the way I read it was like, oh, a blog or a book. Great. I'll find one. So I was digging around. I'm like, I don't like anyone's summary of this article cause the article was fairly new and actually it was, so it was a meta analysis, a systematic review. So it was really good research. So I don't know why we want a second one, but anyways, so I, I'm like, I already wrote about this. So like I already read this entire article and I cited it on my page in a certain section.

So I'm like, okay, cool. I'm going to take a gamble, but I know, I feel like I know what's going to happen. So I provided my link and then I provided another one of a book that I've not read that. It was a PDF on Google, which kind of highlights it. It highlights the areas of the book where it kind of is right. You can't even like, I'm not going to buy this book just to say a site, Wikipedia, but so I got an email back and, and he was like, cool. The book reference sounds good. And I thought, dude, like you're making this so hard. Like I already wrote, like, I don't know how old this book is. It's probably about 10 years old for, it probably can't be 10 years old because it's, it's newer research.

Um, newer, about five years, I think. And like, I, I don't even know what they're saying about it in there. So I have a hard time like citing it. I just knew that I'm like, oh, it's a book. They're citing this thing. I think it's probably going to be okay. It's a radiology book. So let's just, let's just go with it. And he took the one that was basically not mine that I can a hundred percent trust. And I, and I, I recognize that I could have written things poorly in there and I might change it over time. But at the same time, I know it's very, it's very frustrating to put your information in front of the people that you're trying to put in front of it.

And Wikipedia is not my target audience, but I do like updating in there. But if I was, again, if I'm putting them in those running forums, it's like, dude, cite, cite the work. Like, I don't want to cite like Joe Schmoe's blog about like his, his experience running his first Ironman and then saying that putting salt on his eyeballs really helped out with his nerds. Like I, like it's, it's just someone's interpretation of it, like a lay public interpretation. Like, so it's, I got to cool down. I get, I get hot on the, hot on these topics. So anyways, put your stuff where people are at and, um, yeah, we'll go on to the third one now because I can talk about that all day as you can tell.

Now the next part, number three is just knowing that people learn different in different ways. And I actually, uh, Dr. Kevin Christie, Christie asked me this in the podcast. He, on his podcast, it's, it was, um, um, um, modern chiropractic marketing show and he, he asked how I create content and I realized that when I'm writing an article, I, I know there's certain things that need to be seen, right? And I realized I got to make some videos. And so when I make those videos, I realized there's certain things that need to be written. And so I link it back to the page and I realized that some people won't even read this entire thing, but they want to listen to it, which is fine.

Cause I listen to book on tapes. I don't read any books unless they're clinical books or business books and whatnot. I, I listened to them when I'm driving or flying. So people learn in different ways. And if you've been working with people in regards to corrective exercise, you'll, I know that I've, I've, I've experienced this. I'll be standing in front of them. My right is my, my right is their, is their left. Excuse me. My right is their left. And I usually frame it and I say, if I was your mirror, move as I do. And I move my left arm and they move their left arm as well. So they're no longer mirror image.

They're in tandem. So at that point, I, I kind of take a gander of them. I'm like, okay, so I'm going to turn then and, uh, you follow me this way. If I move my last arm, you move your left arm. And I kind of got to look through the mirrors in the office to, to see what they're doing, make sure they're doing it well. And then I'll fall back and just once they learn the choreographed part. So people learn in different ways. Visually people learn in different ways. Audio people learn in different ways. And I know that even in this podcast, I could probably do a better job right now of, instead of lecturing my experience with you guys, maybe I just sit here and say, how do you learn?

And sit here and just be blank for a little bit. And you sit there and think. So that's more of like, I think, a workshop type of way. So everyone, everyone learns very different. I tend to think that since I'm, my target audience are people that are fairly similar to me. And the reason why I, the reason, the reason why I, I target people that, that think and, and learn like me is because I understand how they would like to be spoken to. And I don't, I don't necessarily know everything about them. I do know I need to learn a little bit more about my target audience. But I, I feel like I learn better through story.

So a lot of times I try to drop in stories and similes and metaphors. And, and when you think about cueing too, it's like you, you pick things that people are, are familiar with, with seeing and understanding. Dr. Stuart McGill did a great job with doing this with people who have played sports. And you, you say like, hey, can you hip hinge? And you teach it or you just say, hey, did you ever play shortstop second base? Cool. Slide down, get in that position right before the pitcher release of the ball. And then they already have it, right? They're, they're going back to something there. They've, they've done a lot.

So people learn in very different ways. And I would, I would probably ask them first. I don't always do this, but ask them what they want, how they want to learn. Would you rather see a video, an article, or a podcast on this? And the great thing about content creation is that if you're very thorough with it, I like to think that I'm thorough with it, but I'm sure I could do a better job too. Is that when I create an article, I realize that I'm now so well-versed in that one topic, or at least the way that I learned it, that I can probably speak about it for a while. And all the articles in there, I can probably reference roughly the sample sizes, the outcomes, the limitations, and so on.

So, and I could probably do the same on a podcast and a video. And if I've been demoing the exercises or the corrections of, let's just say, the core one, if I've been demoing those core exercises for a while, I'm very, I'm going to be very quick at cueing them. So, you're not necessarily relearning multiple things. You're learning one thing really well, and you're presenting it different ways. And this will take, this can actually take a very long time not to learn the stuff. Actually, well, it could take a long time. There's one RotatorCuff article, by the way, that I wrote on my page. It took me three months to write, and I think I have over 50 references in it, because I kept digging these rabbit holes.

I kept figuring it out. I'm like, ooh, that's interesting. Let's look at something on that. Ooh, that's interesting, too. So, I'd end up citing them, which things, kind of like Wikipedia, like every line had a citation on it. So, these things can take a long time to write, but they don't necessarily take a long time to learn. And repurposing these things, the first one takes a long time because you are learning it in the process of writing it, and you're digesting it. But after that, it comes much quicker. So, if you're wondering how I produce a podcast a week, a video a week, and I don't do articles all the time.

Articles are once every couple months or so. But I do write free video courses or email courses. I do write, I just finished a 150-page e-book. I have, there was another e-book, which is, it was on ulnar neuropathy, that was about 130 pages. So, these are all things that, actually, I should back up. I like writing, so I don't mind it. Every morning, I spend about two hours writing or so. I don't like editing, so I have a team of people for that. But in regards to, like, your first article or your first video or your first topic, figure out, scratch your own itch, what do you always need to talk about?

What do you want people to learn more than anything else? Speak in the terms that they understand and ask them, what do you want to hear about? What do you want from, what do you want to learn from me? Maybe even do a multiple choice question. Do you want to learn about low back pain, shoulder pain, hip pain, knee pain? And write a, leave a blanketed area right there and just say, ask me a question. And these are all subject matter that you can add to it. So, just start with that, and then you can start repurposing that content, and I think you're going to be extremely excited and happy about how it's, how your patients respond to it.

Because it is, it is a lot of work and time you put in for them, and I think they see that, and they see that you're doing more than any other doc that they've ever seen before. I mean, you wrote that right for them, right? Specifically for them, in the terms that they understand, how badass, like, you're a killer doc. Like, you care about your patients. So, that is, just understanding that people learn different ways. Next, we're going to go into the ideal flow of how people kind of interact with you and reach you. And I actually learned about this recently when I had a patient that actually, she came in after about two years after really experiencing some of my content.

And I remember interacting with her, I've been on Instagram, and she had asked about a hip flexor issue with running, and I said, great, cool. Here's an article I wrote on it. It was one of the authority pages, which I mentioned earlier. And I didn't hear back from her again, or I didn't hear from her again. Lo and behold, she actually went through and called the office and asked about insurance and do we take it? And the answer was him haul around. We didn't actually say no at that time, so that kind of turned her off. But over the course of time, she experienced the content a little bit more.

And when she finally came in, I sat down and talked with her about the experience over the last couple years of trying to get in, or at least us missing the opportunity of getting her in. And she said she'd called a couple times. She never really interacted with me, but she experienced the content and even bookmarked the page that I had suggested to her. I was like, did you ever read the page? And she said, no. And it kind of brings up the thought of how, even though you create all this content, how are people experiencing it and digesting it? Are they reaching it at the right point, at the right time in their life where they're actually ready to make that jump into your office?

Now, I learned a little bit more about this as I started to develop digital media, e-books, e-courses, and so on. But realistically, I mean, so we call this the funnel. But realistically, when it comes to any person's interaction with you, it doesn't always start right away with you speaking to them and walking up to them. And you can probably, like, I like to think of this whole experience of working with people as kind of like a dating process. They're kind of similar. They're very similar. So when someone walks into the room, you look, you turn, you see them. Are they smiling? Are they picking their nose?

And so on. And they walk up to you, and you already have some type of impression of them. So when people interact with your office, what is the first touchpoint that you have with them? And what are the touchpoints along the way? So obviously, it's not something you can completely control unless you develop a nice funnel through it. Now, pretty soon, we're actually going to, for a couple different conditions, what I decided what I wanted to do was to get people to experience the media that I created throughout the course of time in a very precise way. And the only way I can really do that is if I know their entry point.

They might know me as a person, but the entry point and where they get into an email funnel is where I start to can kind of cater the content that they get. An example would be is we're about to launch a Facebook ad fairly soon. I don't know if it'll be up by the time this whole thing starts here, but there's a lot of runners around my area. And I've treated a lot of runners over the years. And just on the note of, if you kind of go back into number two, is who's your target audience? I didn't know who my target audience was for a lot of years. And I would see baseball players, softball players, runners, triathletes, weekend warriors.

I never really saw, I don't want to say just obese people, but people who were deconditioned. I didn't see a ton of people who were just like not ambitious of exercising. So I did see mainly active people, but you can narrow that down even a little bit more. So with this campaign, what we're going to do, which I think a really good target for me is tightness or quote-unquote tightness of a hamstring single side of a runner. And since we do have a lot of races around here, people train all year. It's nice weather and so on. But you'd be surprised how many people just have this quote-unquote tightness of a hamstring or calf, which that can narrow down and do a calf campaign later.

But they think this calf thing is just never going away because they foam roll it, they stretch it, they try to massage it. It just never goes away and always comes back partway through their run, worse in the morning. So possibly with these, we're looking at radiculopathy or some type of nerve-based condition, right? So what I want people in this instant is I want them to be able to experience my content that is specific for that one type of condition with me kind of catering it better for them. I'm curating it for them so they don't randomly jump around my page because they don't know what they have.

They don't know what the reason for the hamstring tightness is. So they might look onto a hamstring strain portion of my site and then look up all the stuff about scar tissue and remodeling and grade 2 tears and how to rehab a hamstring and so on. That might not be the right thing for them. So I need to cater this or curate it for them. So what we're going to do is we're actually going to make a Facebook 15-second video ad. And it's going to be very close to something like, hey, do you have chronic hamstring issues that are not reduced with stretching, foam rolling, or tissue work? Try these two different exercises.

And we're basically going to take them into a McKinsey extension or wall slide type of thing. And what I'm looking for in that is that obviously this is a video that I've already made. And a lot of the videos throughout this entire e-course that I'm speaking about are already made. And I've already done a lot of the text as well or the copy, we call it, on different pages. So it's stuff that I've already put together. Now I'm just blending it into the exact condition that they should be experiencing it in. So they're going to go through and test or retest after that McKinsey extension. And they're going to be like, holy shit, this thing got better.

I've been trying to stretch and foam roll this thing for years and it just is not working. What the hell? What else does this guy have, right? So already they're, if they don't know me already, that is the first moment they met me and they experienced a fruitful, valuable lesson. Now they want more. So in my office, we actually have a very high initial exam fee. I don't like seeing prices over podcasts or social media at all. But for the most part, I would say we're at least two times or more higher than most people in my area. And we cannot combat with people who call and they're like, hey, how much for your exam?

And we're like, well, it's around this much. And they're like, ooh, yeah, homeboy down the street does this for free and then gives me free x-rays. And he said free massage too. It's like, dude, homeboy, I don't know what he's doing. He must not value his work. But whatever, like I can't argue with that. And I can't argue the fact that he takes maybe insurance too. So the only thing I can really do is say like, look, you guys found me. I don't know how you found me, but you found me because you like my stuff, probably. You probably found a podcast or video. I have a lot of people who come in from videos.

So they're already sold and they have seen me. Now I can choose to keep them seeing me in a different way or I can get them to see somebody else, which then they're out of my loop. And I probably won't help them again for a very long time after they've failed care somewhere else. Or maybe they succeeded and they just don't want to come back and see me. Who knows? But so anyways, I have the opportunity at that point to say, well, look, I have this e-course online. You can go through. It's right on my page under courses. And you go through and you're going to get basically a strong majority of the things that we cover in the first couple times of your care here.

Now I'm not telling you you don't need to come in, but if you're not sold on the idea of actually seeing me and thinking that my prices are worth it, that's a small sample into what we're going to do. So that is the way for them to, again, build value in who I am and the content and the examination process and the type of solution I can give them. So throughout that, actually, there's a little bit of a purchase opportunity for them too. They can buy something for about $7 and then something again for $50. And then, lo and behold, the high price for the exam is not that big of a deal anymore, I think.

I mean, I can tell you, at least from my perspective, and I think I've said this on a couple other podcasts, is that I would easily, easily pay the expert of, let's see, what kind of condition do I have right now? I would easily pay Stuart McGill, you know, thousands of dollars to be able to talk to me over the phone and guide my care rather than fly over and so on. But I'm sold on the concept of his idea. You know, I'm sold on the idea that he can help me. And that's what's going to help people come see you. And that's why building content, doing videos, podcasts, and these big articles are helpful.

Now, just like, so in this number four is figuring out how the relationship flow will go. I, first off, like I said earlier, is you cannot promote and curate content unless you have content. So make content. Do you know where to start? Figure out the things that people are asking you all the time. Figure out the conditions that always walk in your office. And what are the top five things you want to show them? And at that point, you can start building this little ladder, this little funnel of how they're going to experience your content. So that's something we're actually working on a lot right now.

And that's the reason why I'm creating so much digital media, so many videos, so many e-books, too. I think everybody at some point is, at some point they're injured, they're not really ready to go see somebody. So they're going to be searching online for something, and I might as well be one of the ones to give them the correct information, or at least what I believe the correct information. Obviously, I can't examine them. Obviously, I can't administer their care. But you can read a book. I mean, crap. Like, I've played the stock market reading a book for dummies. I lost a little bit of money, but at the same time, like, it educated me more about what's going on.

So I think we can do the exact same thing there without overstepping our health care boundaries of administering care without having much liability there. And just on a personal note, too, I've already paid thousands of dollars for a disclaimer to be made for my stuff. So I would strongly suggest, I'm not an attorney, but I would suggest that you guys do that to cover your ass. Because I don't know who decided at one point that saying, don't do this unless you've been seen by a medical doctor was good enough. But wherever that started, how do we know that person did their due diligence? God, I'm suffering today.

How do we know that person didn't do their due diligence? We don't. Or at least I don't. I don't know the origination of that. So I just paid somebody because I want to make sure that I'm not hanging my ass out to dry. Now, the last one, number five, is just write better content or produce better material than anyone else that you know. And honestly, I don't know a lot of my classmates who created a lot of content. But I have a lot of seen, I've seen a lot of people who have created content. And it's great. There's some that are amazing, amazing content. And I'm even thinking, they gave this shit out for free?

Like, why? It's crazy. And I had an intern actually coming through that he's like, I don't know why you don't charge for your webpages. They're massive. There's a lot of stuff on them. And I said, well, I think I got more to share. So maybe I'll charge them for the follow-up stuff. But also, too, when they're on that page, they're experiencing me. They're experiencing my ability to help them. They're seeing that there's hope. So those are just promotional material for me. I personally don't go out and market a ton to coaches, MDs, orthos. And, like, I don't want to buy their office lunch. And I remember one guy did that to me the first time.

And we were co-managing a patient. And homeboy is like, yeah, or it was the office manager, actually. She said, yeah, you can speak with him if you buy the whole office lunch. I'm like, I just referred you a patient for a consult. I can't talk to dude. I can't talk to him to figure out what's going on. I'm not going to refer to you anymore, I'll say it ever again. But at the same time, it really frustrated me where I don't like going out and dealing with that kind of thing. I just want to make sure that I have the best content on my site. That's the way I can direct them back to my site. So I've looked at other people's stuff.

And I've looked at WebMD. I've looked at Wikipedia, and I get really frustrated. I got really frustrated. And I bitched, and I complained. And I thought, why doesn't someone make better stuff? And then I thought, why not me? Why not me? So rather than BS about it, I'd rather just make legit stuff. And for the most part, too, I realized that content creation is really tough. It's hard. It's hard to make a 30-page Word doc article and format it and put pictures on and videos and organize it and then make it pretty. These are hard to do. So looking back, I recognize how hard it is for people to put content out.

So I try not to be the one who complains anymore about someone's material if they made the material themselves. If they copy and pasted someone else's, that wasn't any effort, man. You've got to put some original stuff out and give something back to the world. But content creation is tough, and it's really easy to criticize. So if you put out any content, send it to me. I want to read it. I'm curious. And I'm really thankful for the founders who put stuff on to the web. And maybe it wasn't the best content. Maybe it was harder back then. Who knows? I know that my website is much easier to navigate now than it used to be.

So I don't want you to think that I'm complaining about other people's content in regards to them not making an effort. I just think that I could have added to it, so I did. I remember one thing just recently, actually, is I really tried to improve on the lower cross syndrome image. And what I typically do with a lot of patients, I've done this with trigger points, I've done this with lower cross, upper cross. And I'll go through on my phone or on my computer at the office, and I'll type up lower cross syndrome pictures on Google. And it pulls up all this stuff, which I don't think they're that good or descriptive for a patient.

Like, I understand what they're talking about from a clinical side, but it's like literally a pelvis with an X through it and then words written on the side. I think it could be better. So, rather than bitch about it, by the way, thanks, guys, for putting that up originally, I made a picture. I drew a picture of that and added to it. And to note on that, since the only reason I usually show this is because people bring up the thought of, like, I have piriformis syndrome. I have impingement syndrome. I have hip flexor syndrome and all these syndromes, facet syndrome. I thought, and this is the next article I'm going to make because I don't see anything else out there on it, is how these syndromes correlate to the tonic phasic group, how it correlates to Yanda's work.

And so, with this, I took that picture. I didn't copy it, but I made my own anatomical model. I made the dials and the arrows just like before. And then I made injections into each spot, kind of like if you think about a comic strip. I got one into the hip right there saying, hip impingement, this happens because of X, Y, and Z. And we went into tightness of the low back. This happens because of X, Y, and Z. And I put about six different things on there that I commonly speak to patients about. And now I print it out. And it actually came today. I printed it out and made it into a picture. And I have it right on the front desk.

So, when people say, like, well, I have this syndrome. What's going on? Like, you checked me out for torso stiffness. Why? How does this correlate to my syndrome? Great question. So, now I don't have to go through my phone anymore and then think, you know, here's a picture of it, but there's a lot more to it. Instead, now I have a picture and pretty much all of it's there. So, just to reiterate, make better material than anyone that you know. And that's the best one that I've found for the purpose that I have. So, if you're looking to make stuff better, do the research and make it better. It might take a long time, but you're solving a lot of people's problems.

And back to the original thing is solve your own problem. Scratch your own itch. It's going to be really helpful in the development of systems later. And you're going to have a better lasting impression on the earth, I think, by helping out more docs just like you. Now, just a couple secrets, extra secrets of content creation that I've shared with a few friends is I know that a big issue is people don't have time. They have kids. They have a busy practice. I get it. I got it. Like, I only work like three and a half days a week with patient care. I work long hours with it. But at the same time, it's all by choice because I love creating content.

So, at the same time, though, I don't like spinning my wheels and doing things that are small if I'm not good at them. So, I use outsourcing with some things. And that's how I create a lot of these things that you're hearing, seeing, and viewing. So, I have a friend. I called him up. And he's very tech savvy. And he makes great videos. And I said, hey, man, you need to write some articles to kind of repurpose that video into an article and then drop it in there and embed it. Put it on your page. It would be great. And he's like, well, I don't have time. I got the kids and blah, blah, blah. And I'm like, well, you can have it transcribed.

Just speak in your phone. Transcribe it. What's the problem with that? And he's like, oh, it's a good point. And maybe they won't pick out the him-hahs and ums because I have these transcribed. And it's not always good sentence structure because it's conversational, which is fine because then you can have a ghostwriter. And I think I mentioned earlier that you have someone or I know someone who literally vomits on paper, sends it out to a guy who is really good at writing and reorganizing thoughts. He sends it back. He approves it. That is it. That is the article. Perfect, right? And for the cost on those, I mean, audio education is not a lot.

Ghost writing or having someone reorganize your thought is not a lot either. And if you figure out the bottlenecks then, what are the things that take most of your time? What's the biggest hangup? Are you concerned about the transcription or the writing of it? Are you concerned about the website formatting? Do you not have pictures? Do you want videos? Hire someone out for these things. The only things that you can really do, the things that you have to do, is that you have to present who you are and your information. So I know that I have to do this podcast. There's no one else who's going to do this podcast in my voice, in my way, with my content, with my thoughts.

No one's going to. So I've got to do it. But I don't need to edit it. I do edit it because it's really quick for me. I used to not. But I had someone leave the team. So I decided to pick that up. But that doesn't mean I won't just farm it out a little bit more later. With videos, you have to do the videos. You have to be there. You have to know what you're going to say. You have to be smiling. You have to be personal. You have to tell the people what they want to hear and then tell them what you want them to hear. But you don't need to edit it. Right? You don't need to set up a lighting kit. You don't need to actually have the camera.

You don't have to do any of that part. And I have a friend who he, I think he paid under $1,000 to get a ton of videos done. They did all the editing and whatnot. It looks great. It's 4K. So that's another option too. I personally video all mine. I have a lighting kit in the office. I set up a tripod. I have a GoPro. And sometimes when I have an intern or a front desk person at the office, I say, Hey, here's what I'm looking for on this. I'm going to blow through this thing really quickly. I want this and this and this in the frame. Watch out for glares. So I know what I'm looking for. And probably too, one thing we should probably talk about is format of making content.

This is a tough one. And it's a tough one. It was a tough one really for me to figure out for a very long time because I tend to think that we don't need to be creative with our writing and speaking and video production. And you can't have bait and switches and all this clickbait and whatnot. But realistically, you kind of do. You kind of do. And this is why you see all those girls on Instagram getting all these followers. They have clickbait. They're really good at putting thumbnails on. Right? And even some of the people who are great clinicians and they've done very successful on Instagram or Facebook or YouTube, they have great thumbnails.

They have clickbait. And if you listen to them, you're going to hear that probably in the beginning, I know I do this now, is that I tell the person that they are in the right place and what they're going to get from it. An example is in this podcast is if you're a clinician, you're in the right place. I'm going to show you five tips on how to produce your own content. Right? But if I him haul around for the first like 20, 30 minutes on it, and like I've heard on some podcasts, it's not, I don't know if I'm in the right place. And also, consumers, if they're there for a hip injury and you're talking about the knee in the beginning, or vice versa, if you're there for a knee injury and you talk about the hip in the beginning, it might be the right content for them, but they might think, you're not talking about the knee.

So, you have to frame it. You have to frame it and make sure they know they're there for the right reason. And I think I said this earlier, but I'm recording this on sequential days actually because I got busy yesterday, is no one cares really who you are. They don't care what you do at your clinic. They don't care about your education. In fact, I don't think anyone even cares that I have a degree. The only time I've ever had anyone ever ask me is when they came in and they thought I looked young in the video because that's where they experienced me first, is they went online and checked to make sure I actually had an advanced degree.

They made sure I was licensed, which is fine. But no one in the exam ever asked me, where did you come from? Who did you mentor under? What was your GPA in school? No one asked that stuff. They asked about them, which is rightfully so. They're here for solving their problems. They're on your YouTube videos and podcasts for their problems and solutions. They're on your content for their problems and solutions. So, what you got to do, let's recap these things, is number one is scratch your own itch because you're going to be really good at it. And even if no one watches this stuff, even if no one finds it on social media or on the websites, you're going to direct them directly to it.

So, at least you've duplicated yourself. Second is know who you're speaking to. If you can't speak in their terms and if you don't know where they hang out and if you don't know what types of cues and come-froms they're going to relate to, then they might think, hmm, this ain't for me. Third is learn that people learn in different ways. So, they might like audio, they might like visual, and they might like text. The funny thing with the story with this is I had a podcast that I sent a guy and he said, oh, yeah, I read it. It was great. And I was like, you read it? He's like, yeah. He's like, I read the transcript.

I'm like, why? Why would you? I put that as like a novelty. And he's like, no, I read faster than most people can speak. I'm a speed reader, so I just do that because I get it in quicker. I'm like, oh, great, cool. More power to you. So, apparently that works. And fourth is make sure that you know or you can map out at least what your target market, what your target audience, what your target patient, the flow of how they get to your content that you just created because you were scratching your own itch, okay? Fourth, or sorry, fifth is write better material than anyone else that you found. I know that when just the conviction of sending someone to a subpar page or article, it would eat me up inside and I don't really want to send them to someone else's page.

I want them to send them to mine. And I know that I mentioned earlier my Wikipedia experience and my forum experience is that I don't see any point. If I'm talking about this certain topic and I wrote a badass article on it and it has a bunch of reference cited works on it, why would I send them to somewhere else? Because I'm passionate about this stuff. I'm passionate about what I've already written and what I've already podcasted. So I know for a fact what you're going to get in there is good. So you need to be passionate when you promote it. Content creation and promotion. Know who you speak to and you'll be just fine.

Okay, so that's the show for today. If you're looking for the notes on this, this is going to be number, I think, 103. So, but you can go to my website and put in five secrets to content creation or just content creation. I'm sure it's going to be the first podcast or link that pops up. Or whatever you're listening to this on, you just scroll down and I'm going to put a direct link in there. I hope. I am really bad at doing that until sometimes it takes me a couple weeks later because I realize that I'm like, ooh, I didn't create that link yet. Anyways, so that is it for today's show. Remember, if you're looking for any of the links or things that I mentioned in the podcast, go through to that note page and that's where the links will be.

Lastly is leave people better than how you found them. And can you leave this podcast better than how you found it and actually review it? Go down and click five stars and then tell me what you loved about today's podcast. All right, talk to you guys soon. See you later.