Video Wins Everywhere. Here's Why.

What's the closest you can get to getting a patient in front of you if they're not there in front of you? Get a video of you talking to them.

Right.

So if they go to your website and a video of you talking immediately starts auto-playing and the hook of the video addresses their exact pain point, then they're going to likely continue listening. Now you're having the opportunity to connect with them on their pain point. Explain to them, hey, you've tried this, this, this, and you're still in pain. Because it's not giving you this, this, this. But with our process, we provide you this, this, this, and here's how fast you can get the result. And now it's here's how you can achieve it. Now you just sold them without having to be in the same room, and now you're getting them on your calendar. I think it's super important. And so many docs, oh my gosh, we do website audits, and you'll go to their website and their banner photo will be of a mountain landscape. And they're well this way too. Oh my gosh. And it's like website audit 101. Go to your website, remove all the words. What do you think it sells? Do that with your own website. And if you're not sure what your website sells, if you remove all the words, then you need to change the images or the videos that are there because it should be able to sell or at least display what it is you fix without any words. It needs to be that clear messaging.

Yeah, well said. Video sales letter, are you generally recommend like attention, desire, interest, action type format? Just a broad-based overview on a video sales letter. How do you think about it?

If it's for a brick-and-mortar website, we shortcut a lot of that because you don't want a 4 to 6 minute, too in-depth VSL for like a website homepage. You want like a minute, minute and a half VSL. So it's much shorter. Like truly it's like, If you're still struggling with insert pain point or multiple pain points that you see the most, it's because what you're typically getting in in chiro PT offices around this area is this is this insert generic treatment. You're getting e-stim, you're getting generic cookie cutter exercises, or you're just getting adjustments and nothing else. The reason why that's not working is because of XYZ. And with our X system, with our X method, what we will provide you is. Fill in the missing piece, fill in the missing piece, fill in the missing piece. And typically this results in patients seeing X amount of improvement in this amount of time. So if you want to see if this will work for you, click the button below to book a free consultation.

Yeah. Pulling back to the ads in the ad world, what are you seeing right now? Do you recommend running really only video ads? Is there any place for carousels, static post ads? What are you seeing?

Carousel ads and static post ads. The best utility for those are just mixing up the distribution. So here's— someone said this to me and it really connected. Think about ads like a buffet. People go to buffets because they like variety, and they're going to be walking through an aisle and they might see some food that they're like, meh, and then they might see some food they're like, yeah, I'll take that. Well, that's like ads. People are going to have different psychology and different pain points based on what they're thinking. So What carousels and static images can help with is just getting more variety up that someone might jump on. Videos are winning like average to average. Videos are always winning for sure. And that's the issue with a lot of these generic ad agencies that aren't ran by Kairos who did it the right way is it's these, hey, 100% of our clients, they get the same static image ad. It's the $47 new patient special and we're just going to cross our fingers, everybody.

Right.

Oh my gosh. So if you have an effective video written with effective editing, you can repurpose that for years.

When somebody's shooting a video, can they shoot with an iPhone? And how important is the editing versus not? How's that all work?

Yeah, so if you have a really unique hook and really unique value, you don't need a lot of editing. If, you know, I'm not saying it's bad to have both, obviously. And you can for sure shoot from your iPhone. Like, we have a bunch of clients who are making great money who are just shooting from their iPhone. These things are bonuses. I would say an iPhone with really good lighting and good storytelling will beat bad lighting, amazing camera, medium-grade storytelling any day.

Yep.

So like good lighting, good storytelling is important. There's a few accounts out there where every sentence is shot from a different angle and the character will be walking to and out of every scene. And because it just hooks the attention so well, They're doing iPhone, zero lighting. Just the way in which they shoot it is so good that they're going viral over and over and over again.

Yep. When somebody's posting, yeah, pattern interrupt works for sure. When somebody's posting, let's say organically, let's not even say in the paid space, they're just posting organically with a CTA, how important are hashtags and trying to get extra reach that way at this point?

Yeah, well, Instagram has told us the answer to that by reducing the number of hashtags you can put. It's not that important. They're basically forcing you to use less and It's no, no. There used to be this whole strategy, like when I was starting in 2018, 2019, there were post boosting groups, there were hashtag hackers, there were like all these things and all of those are basically gone because they just, they don't do anything anymore.

Yeah.

So like, can hashtags be helpful? Maybe a little, but it's all based on algorithm and interest now. And if people are commenting, if people are engaging, that's what's gonna push it. Not a particular hashtag. So hashtag what's relevant to you. You can only do 5 hashtags now. So we just do low back pain, low back pain relief, back pain, disc herniation, sciatica. Those are the 5 we do on every post because it's just in our field, but we're not banking on that.

Right, right, right. Let's talk sales again a little bit. So docs that are getting at-bats but not able to get patients to yes, what's the number one thing that you would say or tip you'd recommend?

Oh, so If you're doing online sales, you can get recordings of those, right? If you're doing in-person sales, I mean, sometimes you need to throw your phone on record in your pocket and you need to be able to dissect it afterwards. Like you need some form of audit on yourself and you need sales training. Like you cannot get enough sales training. Like I, I made 8 figures doing sales and I still do sales training. It is, it is incredibly important. So knowing the Effectiveness of that for your office and knowing that sales is literally everything. Like if you don't close a deal, you don't make money.

Yep.

Like what is the number one revenue generating task? Taking someone's money. Right. Yeah, yeah.

Getting revenue.

Literally. Yeah, yeah. So knowing the importance of that, having an effective sales training program to go through, one that's niche specific, that's what we do. And not just in general, you know, a sales training program is huge and can do absolute wonders. And knowing the psychology of it, And how to say things certain ways. Remember, it's not what you say, it's how you say it. Yeah, I mean, how to say yes going beyond that, I would have to know, well, what's the objection? And then I could give someone a framework for that exact objection, which is a bunch of fun. But what I would say is if there's someone who's really struggling, it's record the conversation. Let's dissect the conversation. That could be more impactful than anything else. And then going over, well, here's where you went wrong. Thanks so much for checking out that interview. If you liked it, we have plenty more available.

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