Tired of Pain? Speak Your Patients' Language!

The basics, I think, hold true. Do you want to get out of pain? Do you want to live a higher quality of life? Do you want to be able to do the things you love with the people you love? There's a reason why surgery companies still have billboards that say, get back to life. You know what I mean? Or like, tired of pain, you know what I mean? Like, there's a reason why that still works. There's different tactics that you can utilize. Obviously, within that, that's a broad population. Like John, for instance, if you're talking to athletes, right, you got CrossFit people, then you speak their language. It's about, hey, do you want to be able to not be injured every four months? You know what I mean? And do you want to be able to have a quicker clean and jerk, you know? Or do you want to learn how to do this more effectively so you can do it for a longer period of time and not be burned out like the other 20 people that you saw at the CrossFit gym three months ago that are already done because they hurt themselves, Right? So I think it's just, I would say it's a matter of looking at the audience, understanding their pain point and speaking directly to it.