EP111: How to Grow Your Practice Organically Through Short-Form Video (dancing optional) with Dr. David Bennett and Sachin Patel

Hey Sachin, and welcome to the Perfect Practice Podcast. It's my mission to use this podcast as a platform to help holistic, heart centered practitioners transform the world. I think we can all agree that the world needs more of what we have to offer now than ever before. And I want to take all the information and all the knowledge and experience that I've gained over the years and leverage the community and the contacts and the mentors that I've had over the years and share some of the most valuable nuggets that I've picked up over those years. I also want to bring special guests on so that they can share their valuable wisdom and knowledge with you as well. Each episode is going to be packed with valuable nuggets of information to help you grow both personally and professionally, all while moving you towards more impact and more freedom. I'm excited that you're here. I'm excited that you want to grow and learn. So. So let's jump right in. Hello friends, and welcome to Perfect Practice. I'm excited today because we're going to be sharing with you a strategy that's going to show you how to leverage the opportunity that exists right now in short form video. My guest today, Dr. David Bennett, is a dear friend, a chiropractic colleague, we went to school together, we're in the same graduating class. He's also a part of our Perfect Practice mentorship and a council member who advises other practitioners. And fairly recently, he actually embarked on a journey to learn and master short form video. Started his journey into recording TikTok videos has had millions upon millions of views, acquired thousands upon thousands of followers, and this has generated additional income for him. And as practitioners, you might be wondering, do I have to dance, Do I have to sing, Do I have to have special skills in order to be able to get my short form video reels or stories and TikTok videos to take off? And what you'll learn today is the answer is dancing is optional. Singing and lip singing, those type of things are optional. And that's probably been one of the things that's kept me from actually doing this. So I'm excited to learn today. I'm excited to apply what I learned today into my practice. And without further ado, welcome David. Thanks for joining me today.

Thank you. Thank you very much. It's an honor to be here. It's been a privilege to be part of this mentorship from way back when I first started. But short form video, I looked at it originally and thought, oh, what's this? I got to Tell you this big long piece of information and all the details and no, people really don't want that. They want it, boom, give it to me. You know, like you and I talked about before, it's an eight second attention span, so you gotta catch them, hook them into what you want to say so they'll last 30 seconds to a minute because otherwise they're not listening.

Yeah, yeah. You know, you bring up a good point with the goldfish and its attention span. Human beings actually have a shorter attention span than a goldfish. And I don't see that improving anytime soon because we don't learn how to focus. And, you know, our attention spans are getting shorter and shorter. Commercials, thankfully, are getting shorter and shorter. However, the consequence of that is people's attention spans are getting shorter and shorter. So we have to meet people where they are, and if we can keep them interested, they're much more likely to stick around and continue to follow some of the things that we're doing. I've noticed myself personally on Facebook, when you log in, the first thing they show you is the stories and they show you reels. Even social media platforms are emphasizing short form content. And you'll catch me sometimes, or I'll catch myself rather, you know, just going through the reels and it's like short little things. And of course it gives you that rush of dopamine, that sense of completion. And there's also some sort of like weird satisfaction when you, when you kind of make it through a video and you kind of learn something cool, right. Little soundbite that you can apply into your life. So, you know, maybe for practitioners who are tuning in, you can, let's start off by talking about what were some of your reservations with doing TikTok video or short form video?

I was just like, oh, here's another thing I have to do. Here's, you know, I'm doing a little video log, video blog for, for all my people on my YouTube channel and on my email list and this. So I'm just adding another thing I have to do. And then, and I've told this story a couple times and I just happened to be listening to a webinar and they were talking about organic reach and about algorithms and how every algorithm slowly boxing us in trying to get our message out there. So I tried a TikTok video that was, I think about 20 seconds back in. It would been 2020. And right around Christmas time and right a couple days later, my son, you know, teenager came to me and was like, dad, are you on Tick tock. I'm like, yeah. And he was like. And I'm like, how do you know this? And he's like, my friends are seeing your video. And I was like, oh, cool. And he's like, do you know, you know you're viral? Like you went viral with this and that. I mean, that video ultimately with some different variations, I played with some, some just different content. But that one video is like 5 million views. I can't pay for that as a sole practitioner. To get that message out there to 5 million people like that, that's just. So the reservation went out the window of another thing to do. It was like, okay, this is not something I should do, this is something I must do. It went from should to yes. This is a way to get it out there, to get the message out there without breaking the bank or without spending hours putting together webinar. I mean, you know how long it takes to put together a webinar. I mean hours is being nice. How long it takes.

Yeah. And it kind of reminds me of what Tony Robbins says, right, let's change our shoulds to musts. And you realize that this is something you must do. And then not only did you start doing it, but then you started experimenting with it, right. And kind of learning the nuances of it and seeing the immediate implications of it. How long did it take for you to see an impact on your bottom line? Because a lot of, a lot of times we start something and then if it doesn't immediately monetize, we kind of give up on it. So I'm just curious as to when you started seeing actually paying off in your practice.

I'm going to say about this six to nine month range, I don't have a specific. Because you're still talking the know like and trust, especially to an audience who has no idea who you are. And you honestly, I mean they could be anywhere in the world. That's some of the platforms you can sort of specifically target with some hashtags. But even then if they find a niche to send it to, they'll send it to that as a, as a recommendation to view. So you still have to go with that know like and trust and you know, build a following, you know, so because there's the numbers of followings, the number of likes, because once you get a follower, they're sort of in your ecosystem. And then the platforms telling them, hey, here's a video from this person. And the more they click on it and look at it, the more the platform will tell them, hey, here's another video from, from, from David. Hey, here's another video from Sachin. And, and that just builds that know like and trust. And you have to do that, you still have to do that just like you would do with anything else. But you're doing it in short tiny snippets so not overwhelming them. And that's, yeah, that's very, very, very important.

Yeah. And so a lot of platforms now are moving to short form video. So it probably started with TikTok if I'm not mistaken. And then Instagram and Facebook, even YouTube is doing shorts now. And it's, you know, it's like bite sized bits of information that we can get through and feel a sense of completion in. You know, most of these videos are a minute or less. So tell us about, you know, what thought process or what exercise you have to go through to decide what you're going to create. Because there's so many important things that we can say, right? So how do you discern between okay, this is important or this is important or this is going to land or is it all kind of an experiment or you just try to throw as much mud at the wall and see what sticks? What's the process there?

I guess the answer would be yes to everything you said because what I, you know, if I said like I just did a short video, why water equals energy. The video is like 50 some seconds and everything I said in that video, you know, water will hydrate you if you're dehydrated, you'll feel tired. That's common knowledge to us, not common knowledge to everybody else. So honestly I just keep a little notebook, I'll write things down, just little blurbs because that's it. That little blurb I just did is the short form video. Grab your phone, film it ready to go. It doesn't have to be fancy. People don't want like the newscaster on the six o' clock news. They want a real person talking to them. You're out walking, you pull off to the side of the road and you do it while you're driving or while you're stopped and things like that. People want to see that and they like that. Because I've tried, I've tried being very more formal. I've tried putting music in the background, the trending things. I've tried the hey, pointing up here and doing all that. That didn't work for me. Haven't tried dancing. I'm pretty sure I will not try dancing. Although my daughter is begging to do a TikTok which I guarantee that will include dancing with her. But you know, I've tried the different quote unquote trends or what other people say. Oh, you do this and it'll go viral. Well, it doesn't so much matter if you go viral. It helps, but it matters that you're getting it out there. And you know, if you put a 15 second video together, like I just said, with water, and you put it out there and you get 400 views, that's 400 more people who saw your message than just leaving it up here in your head. And it took a matter of seconds. And then you pull that video and you put it on. If you started with TikTok, you put and then you put it on Facebook reels and you put it on Instagram reels and then you put it on YouTube shorts. LinkedIn now allows video, Twitter allows video. They all have different time limits. But if you stay under that one minute time limit, you're covering across the board on the different platforms. So that's the goal. Always try to stay within one minute. And if you have to go longer than one minute, fine. You're gonna have to chop it up for certain platforms.

Okay, it sounds easy and sometimes things are easier than they sound. So what are some of the initial perhaps obstacles or challenges, technical hoops that you had to jump through? It sounds too easy to be true. So I just want to make sure that practitioners are listening to this, aren't overcomplicating it for themselves. And perhaps maybe you could talk about initially what were some of the stumbling points for you. And maybe we could think back to nine months ago when you first started, because that's where a lot of people might be. A lot of practitioners are probably not using short form video. What were some, what's some advice that you would give yourself if you could go back in time?

Don't worry about the numbers. They'll come sort of, you sort of start chasing the number versus chasing. Chasing is the wrong word. But you chase the likes and the follows versus hey, I want to get this information out there to somebody who wants to hear it because those are great. Those are vanity numbers. They'll help you understand what you're doing right and wrong. But it's not the end all, the beat all, it's the comments. When they start coming in, the people are saying, hey, I have this, or hey, I do this and I do that and it worked. And you give them a little pep talk. Or you, you know, a lot of the platforms allow you to, instead of Typing a reply. There's a little camera button and you can just film it. Hey, Sally, that's fantastic. Great job on your weight loss. Keep it up. If you need any help, give me a call. Here's my website and it's as simple as that. And it is simple as that, but it isn't. And were there stumbling blocks? Yes. All the apps have made significant improvements in the last year, year and a half with allowing you to put your video there and edit it, put text in, put closed captioning in. And I always suggest closed captioning because I know myself 99% of the time that I'm on a social media platform, my sound is off. So if without the closed captioning stopping me, I'm continuing this to scroll through, but I don't. I'll film a reply to somebody or something like that on the platform. But most of the time I just use my phone and I do not have the fancy iPhone 13 or whatever number they're on now. I have an older version and I just, you know, I have a little tripod. I put the camera on there. I use a lapel mic and I like to batch my content. So I know what this month, this month's content is done. It's just, I use a little, I use an editing app. And the app is fantastic. It's called Cap Cut. I go in there, it'll put my closed captioning, I'll take out the background, I'll put in my own background, edit it down to the time I want, and then it's on my phone, done. So I can put it on TikTok, I can then just take it straight up to those platforms because there's no watermarks on it. Because if you have a watermark from TikTok on Facebook, a theory is that it won't go and won't be pushed out as far because Facebook's algorithm recognizes the TikTok out the watermark. And same with Instagram and all of the platforms. So it's a learn, it's an ever learning process, but they're making it easier and easier for you to get the message out there. And the biggest stumbling block to get to doing it is ourselves. It's just, just doing it. The first one was done as a whim with a model of fat. Like, this is five pounds. This is five pounds. That's the whole video. I might even be in the same shirt, who knows? But yeah, it's. And that's what people were like, wow, that's five pounds. You know, a couple hundred thousand comments on a video like that organic reach that following has slowly built up like we just crossed 200,000 followers on TikTok. And that just feeds itself. That allows that message to get out there organically and you to grow to your social presence for the key know, like and trust so that eventually they're picking up the phone, eventually they're scheduling with you online, finding out what you're about, going to your website and I have a couple slides I'll share with you right now. This would be a good point to show them to you. Can you see that slide?

Not yet.

Not yet. Let's see if I did this right. Share screen. There we go. There we go.

There it is, There it is.

So this slide, you look at the numbers and that's a 60 day window of the first of the year through I think first of March is when I took the screenshot. The video views 4.6 million were watching my videos. Now I have probably 100, 120 videos up there at this point because they're all back, they're all there. And you never know when the platform's algorithm is going to say, hey, that video you put out a year and a half ago, let me see if it'll run. And they'll put it in 10 people immediately like it and commenter. And then that, that goes viral and you haven't looked at it in a year and all of a sudden you've got people asking questions about what you talked about and haven't thought about putting out there. But the important sentence, the profile views is 203,000 in that 60 days. So that 203,000 means they gone to my profile on this. And this was screenshot from TikTok to my bio. And my bio is a link tree link. You click through and you get options. You know, you can go watch my webinar, you can download my lead magnet or you can go right to my website and that's 203,000 people who had that opportunity to look at that. Those 203,000 people. That increased my lead magnet signups by 1500% over 1500% for the prior 60 days. That has taken them away from the platform, which is key because you're not in control of the platform. I just experienced this in the last week. I was looking at the statistics on TikTok and there was 70,000 views one day and then 2,000 the next day. What's going on? Then I'm there's no comments, there's no likes, there's no shares, there's no anything happening. And TikTok had basically closed off my audience and I been going back and forth with customer support and that that's opening back up. But those people, and then it signed up for the lead magnet are on my newsletter list. They're still within my, you know, my audience. So they're getting my emails a couple times a week. That's the key. That's the key for the organic growth, is taking them from the platform and moving them to your list, your control of your email.

Yeah.

And that's, like I said, to pay to get that message out to 203,000 people or 4.6 million people. Who knows what the cost would be? It wouldn't be cheap, I guarantee that.

I mean, even at a penny of you, that adds up pretty quickly.

Exactly, exactly.

And it's different when something's organically reaching you versus a sponsored or paid ad. Right. Because when something is organic or perceived as being organic by the end user, they're not looking at it as an ad where you're trying to sell them something. Right. They're genuinely clicking on your link because they're interested in what you have to the information that you have to offer versus if you were to, even if you had the disposable income and profit in your practice to say, hey, listen, I want 5 million views or 4 and a half million views, whatever it is, it's still going to be perceived as an ad. So people are going to come in, view your content with their guard up versus, you know, put their guards down. And not that we're trying to take advantage of people, but, you know, if we want to get our message out there, let's do it in the most organic way possible. We eat organic. Why not get our content out there organically? And the perception of it is obviously different as well. I think that's important to distinguish for people.

Absolutely, absolutely. And in fact, I used to run an ad on other social platforms to the lead magnet to the guide, and I've stopped running those because I was getting better organically than what I was paying for and was like, why am I spending this money when I can get the same message out there? So if you're thinking about like, okay, what am I going to do for content? What am I? You. You have five conversations with people throughout the day where they ask you a question. There's five pieces of content. It's. We tend to overthink what we want to do. We tend to complicate something. When people don't want complicated. I mean, I know personally, I don't want complicated. I want to know. I want to know what black and what's happening, how to fix it, and if I need to call somebody, how do I call them? How do I get in touch with them? I don't need to know the Krebs cycle for all of us doctors, like, nobody wants to know that we might find it interesting. Nobody wants to know that. They want to know I have this. How do I get rid of it? Can you help?

Right. Yeah. And there's so many. There's. I mean, there's so many sound bites. Right. So my piece of advice for somebody who's looking to get into this is let's say you're a subject matter. Subject matter expert. So let's say it's thyroid disease. Go and find your favorite thyroid book. Could be Isabella Wentz's book. It could be Dr. Kharazian's book. There's plenty of great authors out there. So pick your favorite person, and all you have to do is go through chapter by chapter and just highlight factoids, like things that blow your mind. It's definitely going to blow other people's minds. You know, give credit where credit is due if necessary. But, you know, you've got all your content, you know, hundreds, literally hundreds upon hundreds of videos that are all related to that one subject matter. So really simple, easy hack. Now let's assume we overcome the information overload simplification. Objection. The next objection for people is the technical overload. So talk us through that. How technologically challenging or easy is. Is implementing these short videos.

So if you have ever used your phone to take a video of your kids, of your dog of the trees blowing, that's as technical as it needs to be. It doesn't have to be perfect. It doesn't have to be with the perfect lighting. You know, it's. My biggest issue is when I get reflection off my glasses. I even got past that. I don't worry about it. Now I'm just like, okay, you know, it. It's because unless it completely blurs out your face, it may actually trigger somebody to say, wait, what was that? Because what you want to get. You want to get them to stop the scroll. So, you know, a lot of times when I'm saying, you know what? I don't really. I need a couple more pieces of content. I'll go into one of the questionnaires I have for clients and just pull like, you know, do you wake up in the middle of the night? Do you know what that means? Well, it could mean you have a blood sugar issue.

And.

Okay, that's the whole video right there. That's, you know, and. And you'll get questions. And like, I did a video earlier this year. I did the three reasons why you can't lose weight, inflammation, blood sugar dysregulation, and stress. The video was just either under a minute or over a minute. I don't know what the views are at right now. But that spawned. So let's now do eight videos talking about blood sugar dysregulation, seven videos on inflammation and going through it like that. So because people wanted more, they're like, okay, you told me what it is. Now tell me what I can do. And I told them what they could do. What I. And I also told them every time, hey, if you need help, that's when I come in because I have the plan to help you with this. But if you can do it on your own, here it is.

And awesome.

You know, that's two months of content out of.

Yeah. So tell me about the copywriting piece, because I know when, typically when you're doing, like, a Facebook video post, there is a bunch of copy that you gotta write. Is there. How much copy are you writing with shorts? Is there any copy? Because normally I just see the video and just click on it. There's no copy. It's just the title and the image. The thumbnail. Yeah.

Yeah, that's it. No, that's really it. I've tried adding. So each platform limits you on characters on your description. So whether you want to use them for hashtags or you want to use them for an explanation. But how many times do you click at the bottom looking for more information other than clicking on, like, a profile? I know I don't. I'll click on the profile before I look and say, oh, it says see more. I really don't do that. And that's what I found. I found that putting the right hashtags in there so that the algorithm picks the hashtag up and pushes it out to those people who are interested in weight loss or hormones or menopause, who are they there? Because all the platforms allow you to search based on the hashtags. So when you search for menopause, I want my video to be up there. If I'm even talk. If I'm talking about weight loss, I want my video to be up there because my avatar is 40 plus. So you have to sort of wrap your head around, let's say it's weight Loss. Not just targeting weight loss, but targeting how you're getting to weight loss in a different way. And that's. So I don't write descriptions. I don't do copywriting. Whatever is. Whatever closed captioning they see coming across that I'm speaking is the extent of my writing. Now, do I have a little, if it's longer than a couple sentences, a little script written out for myself or some keywords? Yes, but those are just for me that when I'm doing it, I remember, hit this point, this point and this point, like the three reasons that you can't lose weight that your doctor's not telling you about. I wrote that one out so that I would remember. I need. I want to hit these points.

Okay. Now, one of the things that happened even before this call, before we started recording, was I gave a shout out to Chelsea Ward. So shout out again, Chelsea, for your awesome videos and the consistency of putting the content out there. And then you told me, hey, Chelsea's actually taken the training that I've created. So perfect, perfect segue into what you've done. You've put together a special training for us practitioners. And really, anyone, whether you're a practitioner or not, can probably benefit from this material. So tell us a little bit more about the training video course that you've created.

Well, that came, came. That came across, came about because of. I was asked to be on a panel to talk about how to get organic growth. And I. And I've said, hey, I have a course. Which meant I had to write a course in the next two months. And that's what I did. I wrote the course and it covers from point A of I don't have. I don't know what to do to getting it. That. Posting that first video and then using it to cross post. And when I say cross post, I'm saying, take that TikTok video and put it on as many platforms as you want. But like module one, there's five modules. They each have a worksheet that goes with them so you can check off and follow along. I did this. Okay? I did this. I covered this. That you. And this is a key tidbit I tell everybody, tell everybody I talk to. No matter what the social media platform is out there, you may not like it, you may not want to be on it. Go get your username. I have usernames for platforms I've never been on other than to get the username. And this is a great tidbit for everybody because you want to have the same one across as many platforms as possible. And that way. So let's say TikTok no longer and now we're going to MeWe or MySpace or whatever the new ones are. You want to follow your avatar there. That's very, very important. That's one of the things we talk about in module one. And then module two moves forward to get ready to get started. What things you should think about, what you need to possibly have to make your life easier like a tripod. Module 3 is all about content and what you want to put in and how to organize your content so that you can get them to watch your videos. And then the important one is module four is filming how to film it, what to do, how to do your setup a little bit, just getting you started and filming it. And then module 5 is let's post it. And I always tell all my, I'll call them students tag me. I want to be tagged in that first video because that's another very, very important part. A lot of us, we're on social media, but we're not social. On social media. You have to be there and when somebody asks you a question, you have to answer it as best you can, you know, within your, your rules. You have to follow people back, you have to like them because if you're not social on it then you, your, your videos won't get out there. You have to, to be present and doesn't take a lot of time each day. But that's what we cover in module 5 is doing that and taking those videos and okay, let's put them over here, let's put them on this platform, put them on the other platforms because I have, I like TikTok, I like Facebook Reels, Instagram Reels, YouTube shorts and a little bit of LinkedIn. And I'm trying Pinterest now because they came out with short form video as well to see what would happen and. But I don't go to Twitter. I don't. Those aren't mine. Do I have Twitter? Yes, I have my username for Twitter. I can't tell you the last time I posted on Twitter. Do I have me.

We.

Yes. Do I have part like all these platforms? I have them because if my demographic, because my demographic went from Facebook is now moving very quickly to TikTok because where kids go, adults follow. So and that those are the five modules getting you from. I don't know what to do. Here's how we're going to do it in a five step process. And here post that first video and Tag me.

Awesome. And how long are the trainings? So just so people can understand how much time is invested in this process.

Each training should take you less than an hour to do. The video portion of it, where I'm talking you to explaining what you need to do and how to do it is under 10 minutes. Because we're talking short form video. I need to be concise. I need to be to the point and let you know because everybody's time is so valuable. I mean I have courses I've signed up for where the video is an hour long and I got to set aside an hour to absorb it all and then I got to set aside another couple hours to do the work, the homework for that module. So want to keep it short, want to keep it concise. I want to get you out there so that you're not just sitting on the course. You're saying, okay, here, I did that, did that, did that. Great. At the end of a week, I'm ready to go.

So tell me another thing that comes up is when and this is for me personally, it might apply to some of us is in TikTok. Do we set up one account that has our business and personal or do you set up multiple accounts? How does that work?

So I've heard different ideas on this and I like this idea. I haven't my account metabol several accounts, my teaching video account. I have my Metabolic Body reset account. I'll have my name tied to them because I want people to know me that I'm the person behind it. Now I could also set up my personal account. Like if you want to go in as Sachin and you want to look at dogs or cats or playing with stuff that would be your personal. But for Metabolic Body Reset it's all about weight loss. I watch videos on weight loss so that I'm in that realm, in that niche so that people who are in that niche also see my stuff. And in teaching video, I watch videos on business consulting, business coaching, video coaching, you know, reels, those kinds of things. So if you want to have a personal profile to watch, like. And I realized this because I was like, why is my metabolic body research why, why am I seeing all these train videos by like trains? And I was clicking the like button for those no wrong thing to do. That would be on my personal. On the weight loss, it's weight loss hormones related to that. Because the algorithm will learn what you're doing on each individual. And then there's the option on a lot of platforms to have a personal account or a business account. I like the business accounts for only one reason. More analytics. You can't see the stats on what's happening to see if you're moving in the right direction.

Love it. So I'm going to share a link that everyone can go to and you've got a special bonus for those individuals. You want to tell us more about what that is?

Sure. The link is for the course. You'll see all the information, you'll see the slides that I have on that I showed you on the webpage. But when you sign up for the course, there's an option for a one on one consult. Don't click it. I'll know it came from you. Watching this video, you will get the one on one with me. It's a 30 minute like get started, get focused. You pick the time to schedule it. We can do it day one, we can do it day five, your choice. But to help you get started, get out there and get moving with the videos and with the video course.

Awesome. David. This has been very enlightening. I'm like anxious to go and start my TikTok account, but I want to take the course first. So my team is really excited. And that kind of prompts me to my next question, which is if you've got multiple contributors to a business channel, any insights that you could offer there that could be helpful for someone like us who has, let's say, myself, Deepa, Alice, who all want to pour in and contribute to one account. Just anything we should be aware of before setting that up.

So you're the perfect practice page. And as long as you can do split screens with people, you can take their old videos and bring them in and you do a commentary on them. It's wide open. But I can't really give you a specific because it seems that those options seem to change on a regular basis. As, you know, as you're trying out different concepts with videos, whether it be dancing or singing or whatever, all the platforms are playing with it to see what works best or what worked. What worked. One platform will look at the other platform. What worked over here. Let's try this. Let's try to. And so a business page. I mean, if I gave my staff or my wife the access, there's no holding back on who can post on that page.

Okay, awesome. Well, I'm going to take you up on this call and I like to set up a time where me and my staff can speak with you and so we can do this right, you know, and I think that's really important. So I love that you're offering this to people because, you know, so many times you buy a course and then it just kind of sits there because we don't know what to do with it. So very generous of you and very strategic of you to do that because we've all. We've all made investments and then we never even log in. So having that accountability call and just that strategy call, I think is going to be super helpful. So I encourage all of you to take us up on this offer. I've shared the link and just don't worry about entering a coupon code or anything or even choosing because you'll pay extra if you do choose that. We're going to include that as part of your enrollment package with David's program. Super affordable. And, hey, if this can help you get even a few more thousand views or tens of thousands, hundreds, thousands, millions of views and, you know, thousands of followers, it's certainly worth the investment. And, you know, whether you like it or not, things are moving in this direction, and it's important that we meet people where they are so that our, you know, message lands and reaches the millions of lives that we want it to.

Absolutely. Absolutely.

Well said, David. Anything else you want to share in closing before we jump off?

Just, you know, start going on the social platforms and look at what the options are. Reels, you know, reels on Facebook, Instagram, TikTok, short, all of them. I mean, all of the platforms are there. They're all following the leader. And it seems to be getting shorter and shorter with those. Those sound bites was the best way to put it. Those little sound bites that catch somebody.

I mean, I'm excited to see what my son has to say when I sign up for my TikTok account. So thank you for inspiring me. And I am absolutely convinced that this is an area that I need to invest more time in. So I appreciate you, my friend, and here's to your continued growth and impact. And it's always a pleasure to chat with you.

Fantastic. Have a great day.

Sa.