Greg Todd: Grow Your Brand from Zero, Clinician Side Hustles, Selling Results Not Visits

There's only so much money you can make just treating a patient and that's it. Like, you know, I know there's cash based therapists. Like, I mean how high can you go? At some point you're going to out price your market, you know what I mean? You're going to go 500 a session. I mean, and by the way, you can do that. They're just going to come for like one or two times. It's most people.

How to get smarter in business and in life. This is the question and I'm on a journey to get you that answer. I'm going to interview the world's top entrepreneurs and deconstruct their winning secrets. Going to talk about everything from marketing money and living a bucket list life. I'm Rick Lau, healthcare entrepreneur. I grew and exited my 127 locations in my 30s. Welcome to the Clinic Boss show. I just want to welcome everyone to the Clinic Bot show. Like I'm Rick Lau and I'm your host and you know, for the people that don't know my journey, I grew and exit127. I grew and exited127 location. Now a 37 billion dollar grocery chain owned my clinics. You know, this is. And now I make Instagram videos for a living. Right Gret?

Yes, yes.

And I'm on this journey to like meet like kind of the coolest healthcare entrepreneurs in the world on how to get smarter in business and life. And so if this sounds like you came to the right place. And, and we got a special guest today. We got like Greg and you know Greg, like maybe like in a few minutes, like how would you, how would you describe everyone the show? Like, you know, who you are, what you do and what lights you up.

Yeah. First of all, thanks for having me on Rick. I really appreciate it. I love talking to you. How many times we get to chat, it's fantastic. So I'm a physical therapist by trade. I've been a physical therapist technically for 23 years. My license is actually coming up for renewal next month and I'm still trying to decide if I want to keep it because I haven't treated in six and a half years. So. So I'm a physical therapist by trade. I am what you call the anti. Entrepreneur. Entrepreneur. I became a physicist.

I don't understand what that means.

Okay, I'll explain it. So I think a lot of us went into physio and we went into it because we felt like it was going to be a super stable job. It's gonna Be a stable job, you're gonna get a stable living. You never had to worry about, you know, about money coming in. And that was the main reason why I chose it. You know, I. I wanted to work with sports, but I wanted stability because I saw my father hustle really hard in the financial services game, and I saw him have lots of ups, but I saw him also have a lot of downs. And so my main reason for doing physical therapy was so that I didn't have to be like my dad. And my dad was a solopreneur, you know, an entrepreneur. He had a team and then lost his team. And he's still a solopreneur today at the age of 75. So when I say I'm the anti entrepreneur entrepreneur, I didn't want to be an entrepreneur. I didn't want to. But four years into me being a licensed physical therapist, my wife and I started having problems because she was pregnant with our second child. And even though I was making enough money for us to make ends meet, I wasn't able to be emotionally there for her because I was working so much day to day in the clinic that I was a part of, which was a corporate company called Core Rehabilitation. And so I couldn't win the time game. And I came to the realization in 2005 that I had a choice. And my choice was either I was going to continue to work for the man, not win the time game and potentially lose my wife, or I was going to now do the thing I said I would never do, which is entrepreneurship, so that I could have at least the potential to win the time game and potentially keep the wife and the kids. And so I decided to do the latter. And today I am a serial entrepreneur. I have multiple businesses and I have clinics. I have three clinics that I'm still a part of. I'm not part of the day to day anymore, but I have clinics. I have a virtual staffing agency. I do coaching consulting for business in the healthcare space, and I own investment properties for vacation rentals.

Are you still.

I'm still married 23 years. 23 years. 4 kids.

So is it 4 kids?

4 kids being homeschooled right now in the other. In the other rooms. So, yeah, so you know that. So that's what I've done. And that's why I am the anti entrepreneur entrepreneur. I didn't want to do it. I felt like a lot of entrepreneurs today. I felt like I was forced into it. And I think that. I think there's certain people where, like my brother's a great example. He just had the hustle. He's always wanted to be able to create things this, that da da da, da da. And you know, and so he always wanted to do this. I never wanted to do this, but I felt like I was forced into it.

A lot of people on health care are like that. Hey, Greg. You know, like, they're kind of.

Yeah, yeah. I mean, I think a lot of people are, you know, and I think, you know, even those of you that are listening, I think at least half, maybe more, that they didn't really want to do this, you know, especially those that are in Allied Health. You know, we just felt like we were forced into it because we couldn't achieve either clinical freedom time freedom or financial freedom. So there you go.

And how do we meet? Do you remember, Greg?

We. Yeah, we met at Funnel Hacking Live. It was.

Yeah, Brunson event, right?

Yes, the Russell Brunson event. It was day one. It was in 218 or 19, I think it was 19. Actually. It was a 2019 event. And, and we met at that bar. It was that bar. It was me.

You.

Good memory, man. Yeah. Bro, bro, listen, man, I, I totally remember. And then I found out some stuff about you. You're like, hey, what's up, man? D d d and your energy was amazing too. I was like, this guy's. This guy's cool, man. And then we just kind of kept in touch, you know, and just throughout the years, we've done some stuff together, some little collapse, you know, here and there. So.

So you're Brunson, like the best marketer in this world. Like, would you agree? Like, is he on the top of your list?

Yeah, he's definitely on there. Oh, gosh. I would say Russell Brunson. I would say Perry Belcher. I would say Jason Flageline. Have you heard of him?

No.

No. Yeah, yeah, that guy's pretty. That guy's pretty impressive. So. So, so Perry, I think you probably heard of Perry Belcher. So he, he was a part of a. A big company called Digital Marketer. Their convention is. Yes, IS two is. Is like, like two weeks after Funnel Hacking Live. And their, their convention is actually bigger than Funnel Hacking Live. So Perry was the head guy. It was Perry. A guy named Ryan Deiss and a.

Guy named Ryan Fraser. Yes, Ryan Dice. I know. So. So he's business part. Ryan Deiss.

Right. So. So Ryan Dice, Perry Belcher and Roland Frazier, they were all business partners together. They broke off. I'm actually in Perry. I, I was in all of their masterminds, they were together. I was in the Mastermind last year, and then this year. Now Perry broke off of those guys, and I'm in Paris. Yeah.

Interesting. And are you still in Russell Brunson's Mastermind or.

No, no, no, no. I actually never even really went into his. I go to the event. I couldn't go this year because. Because I had to speak in Texas. But yeah, I heard. It's amazing. It's awesome. It's awesome.

Cool. Cool. Yeah, yeah. Ryan Dice. That's. That's interesting. And so. But yeah, I actually. I want to start with congratulation. Congrats on being on the COVID of Men's Journal. Right?

Yeah.

So I'm super. That. That's amazing. Right? You know, I'm super curious. Like, it's a brilliant PR strategy. Like what? Like, how did you get on there? Like, what was. What was the process? You know?

Right. Okay. How much? So, well, it cost me having a director of pr. So that's the thing. It's. It's who you know. It's who you know. See, you have an amazing story, right? Rick. Rick has parents from. From Hong Kong that came over here with $5 in their pocket and basically were able to, you know, hustle, work 80 hours a week. All of a sudden, bro, everybody wants to hear these stories. They want to hear it. These magazines want to hear it. And a lot of them want to hear. Not just from, like, the people that you think. They want to hear, like, you know, minority stories. They want to hear all of it. Right? So the issue is that I thought that, oh, you have to be some movie star. You had to be this. You had to do that. But if you look at what's happening, just think of. Just think of the dynamics of what's happening now with social media and. And think of how the people that have the most pull are the influencers. It's the people like us that have 5,000, 10,000, 15,000, 30,000 followers. Now they're open to having micro influencers like us on their platforms. So here's the deal. I have a good story. I also have a director now of pr, a head of communications. He's got hookups with a lot of these different companies because he's been around the block. So he knew Men's Journal. He knows some people from USA Today. And what you do is you pitch them their. Your story, right? And then they tell you, hey, there's different options. Like, hey, you know, we like the story. We like, okay, black dude, this not, you know, immigrant made it, da da da, da, da. And they like the story, right? And so basically, you now have options, you know, and you can do partnerships with them where it's like, we, like, if they don't like the story, there's no shot. But if they love the story, what.

Makes a good story?

Is it. Is.

Is it what we just talked about?

Rags to riches? You know, I think rags to riches is one. I think another one is, you know, if. If their demo, like, for instance, if we have pelvic health people on here, that's not a demo for Men's Journal, Right. But that could be a demo for Cosmo. Right? So how many people are out there that are like, hey, like, like, for instance, if you're in the pelvic health space, like, I would definitely reach out to, like, some of those companies. So, you know, luckily for me, I had ins because I have somebody that works with me full time that does a lot of my branding stuff and whatnot. And so you just got to know who's the contacts over there that will listen to your story. It's no different than a newspaper, right? Yeah, you can call a newspaper and you could write. It's basically the same thing. And if they like it, then they'll listen, you know?

Yeah, I know this. I know this chiropractor in our community. You know, her name's Sapna, and she has a PR publicist, and she is your. And her. Her publicist, her PR person is like your director of, like, communication and has all the hookup with all the news channels. So every single day I will see her on, like, you know, on the news channel. And she's talking about, like, product and back pain. She's talking about high heels and back pain and knee pain. And like, she's on the main primetime tv. It's insane.

It's amazing. Yeah. So. So here. Can we talk about this a little bit? Because I think. I think. I think what most of us have to understand is that there's really three things that's important for you to be able to grow and sustain your business, right? You got to have awareness first. Like, if there's no awareness, there's no point. Like, I would. If I was coming out the gate, I wouldn't do what I did with Men's Journal or even what that chiropractor is doing, right? So you've got to have awareness first, okay? And then. But once you get awareness, then what you got to do is you got to start nurturing people, okay? And Then you start nurturing people. And so that's basically all right. Now, awareness is, is. Is people finally get to know me, right? Like today, maybe on this podcast, there's people that don't know who Greg Todd is. Today might be your first day of knowing who I am, by the way. Hi. You know, how you doing? All right, so that's awareness. But then once you get to know me, you're either like, hey, I'm interested, or, yeah, this guy's not for me. Right? So if you're interested, I can start to nurture you, right? You can get on my email list, you can start following me on social media. You can do this, you can do that. Here's the big one. This is where most people buy. Most people buy when it comes to trust. And so when you are being featured in magazines, you're being featured on NBC, abc, you're being featured on, you know, different nationally syndicated platforms in Canada or in the US or whatever. Now it becomes trust because you're anchored with an authority. And then it also becomes awareness because they're going to be people that don't know you. There'll be people that pick up Men's Journal and be like, who the heck is this guy? Oh, health. Oh, wow. Interesting, right? Okay. It's like, okay, well, I'm not interested in that. Or I am interested in that. So I get the awareness. And then for those that I'm nurturing, when they see that I'm on these big publications now, the nurture now moves to trust even faster. So I wouldn't start this way, but if you got something going, I would start looking into doing this.

It's incredible social. So what experience share can you give to, like, someone who doesn't have a story, or maybe they're not charismatic or they don't have. They're just starting off. They don't have, like, a big, like, following, you know?

Right. Like what, what would you get?

Like, like, how would you redo this all over again, Greg, in the very beginning, when you were just, like, starting off, it's. So you didn't even say you didn't know about your story yet, right?

I didn't know my story yet. Okay. All right. So here's what I would do. I would do exactly what it is that I'm doing now. Because, by the way, I'm starting over again. Okay? So I got to tell you all this. I was able to build my YouTube channel, which is what I was primarily known for, so I have, like, nearly 30k on Instagram. 12k on TikTok, posted 20k on Facebook. But the big one for me was YouTube. I lost my YouTube channel, my VA in the Philippines. Somebody hacked their account, got into my YouTube channel, made all 1300 of my videos private, and put up a bunch of things telling people to buy crypto from Greg Todd.

Oh, geez.

YouTube shut down my account. That was like, so many of my leads. I'm talking. I probably made a million dollars from just people going to my YouTube videos, reaching out to me via my website, by my programs. Right? Okay. So now I say that because I'm starting over right now. So I love the fact that you're saying this. Here's what I would do if I was you. What I would do is I would. First of all, before I even talk about the strategy and the tactics, you must understand that you do have a brand and you do have a story. You might not find it interesting, but it's not for you. I already know my story. I don't find my story interesting, but whenever I tell it, there's somebody in the audience. They might be drunk, but they find me interesting. So they find my. I mean, I'm just being honest. They find my story interesting. Right. Okay, your story is interesting. It's just not interesting to you. It is interesting. So here's what I do. What I do is I believe every single one of you should create a personal timeline. Okay? So I basically create this long line, like this arrow, right? Start from left to right, okay? And if you are 50 years old, here's what you're gonna do. What you do is you're going to draw five lines. A line, like, from the left, align at 10 years, align at 20 years, a line at 30 years, align at 40 years, and a line at 50 years. Okay, now, if you take from 0 to 10, let's take Rick. All right, we're gonna use you, Rick, from 0 to 10, were you born here, were you born in Canada, or were you born in Hong Kong?

No, I was born here.

Yeah. You're okay. You're born here. All right, if we take from 0 to 10, there's got to be something. Rick. There's got to be something that happened between 0 and 10. That's got to be interesting. You got it. I know you got in some trouble. There's something you must have done right? Like, I mean, I'm just thinking, for me, I remember this one story of, like, this kid. He was choking me when I was in kindergarten. We were in the playground, and. And, like, I didn't know how to get out of choke. So I bit him and I had to go to the principal's office and I got my. My butt kicked. Like, I got. I got paddled again. Okay, now look, I failed grade one.

I failed grade one because I was dyslexic.

You're dyslexic? How much I store. All right, okay, so see that? And by the way, I don't know if there's anybody listening right now. Either you are dyslexic or you have a child that's dyslexic or you have a family member that's dyslexic. And then, boom, that allows Rick to be able to connect with certain people. So you got to honor your story because you do have a story. Okay? You have a story. And even more importantly, there is something that you're doing right now that allows you to earn a living. I talk about that thing, whatever thing I want to make money from. I show people, like, the things that I know about that so that they can. Can evaluate me and decide if I am someone that is credible. You have to start with that. Okay, so how. That's basically what I would do. Honor that you have a story and then honor. What the heck do you have right now that you're making money from? Okay, so if you're a physio, start talking about things that your uncle, your aunt, your patients always ask you, start talking about those things. If you can tie it in to stories, it's going to be more powerful. Now, how would I deliver those stories? I would do it in the same way that I'm doing it right now as I'm restarting my YouTube channel. I would do it via short form video. Short form video allows you right now, you guys, there's a very unique time that we have in our media platforms. There is a battle between TikTok and Meta, which is Facebook and Instagram. TikTok was the young kids on the block. There were new kids on the block. Meta. Mr. Zuckerberg has been able to bully everybody around. If you don't buy or you don't allow him to buy your company, he will take you out of business. And that worked for him over and over and over again until he got to TikTok. TikTok said, you're not going to believe me around, I am not going to let you buy us. And TikTok has now become the number one social media platform in the world because of that. And the ways TikTok did it is Tik tok Said, hey, we're going to give the user the ability to get in front of people that aren't their followers. Now Mr. Zuckerberg is feeling the heat, so he has now done that with his platforms as well. So Facebook has something called Facebook reels. Instagram has something called Instagram Reels. TikTok has something called TikTok videos. And now YouTube has something called the YouTube shorts. So the beautiful thing, even today I just restarted my account. All I am doing is I'm doing YouTube shorts on my story, who I am. I showed my kids, I show what I'm doing. I might give some advice here and there. And YouTube is now showing it to people. And as of today, I've already got to 180subs and I haven't really even released a few. Like, I haven't even hardly released any videos yet. Like, like, I haven't even. I mean, I've done the videos. I'm strategically. But I'm just doing short form and it's just showing you, I bet my short form videos this week.

That's insane, dude. 180. Sorry? 180, 000 you said?

No, no, no. 180 subscribers. Just 180.

180. Okay.

180. I just started it. I just started. But here's the deal. In the first two weeks, I've already gotten 20, 000 views.

Okay, cool. Yeah, actually on that, on that point, Greg, we. One of the channels we have, we hit our first 2 million views on. On a YouTube short. First 2 million. And like, and, and it was, it was a stupid video. It was like 30 seconds, you know. And off that video, I think we added 5,000 subs. It was insane. And it was like, oh my gosh. And so this thing that you're talking about, about just like the consistency of just pushing out these short videos, whether it's like Instagram or like, it is like tick tock or whether it's like YouTube. Like, it's, it's, it's. Yeah, it validates that.

Right? So super. That's the, that, that's the biggest thing that I would do. I would do that. And then I think the other thing that I would do is I would do exactly what me and you were doing right now. I would partner. I would partner. I. I would, I would come up with a show. I'd come up with a show. I'd have a show. Because I think most people when they're getting started, they're like, have nothing to offer to people. So what I would do Is if I'm going to collaborate and you have a show, I can tell you something. Everybody wants to go on a show. So you can have a show. It could be on zoom. You can talk with somebody else and just be interested in the person that you're hosting, and you could start partnerships and relationships, you know, that way. And that's it. That's what I would do.

Yeah, I love it. And that's part of this whole, like, generation, right, with about building your personal brand, you know?

Right.

You create that trust, you attract them, and then one day they might come and they might follow you, they might like some of your stuff. And then if you're lucky, you're gonna grab their email address and then you can nurture them, you know, to somehow, like, buy one of your products or come to your clinic. Right?

So that's it. I mean, guys, it's, it's. It wasn't like that when I started in 2005. 2005, the way I had to do awareness is I had to get in my car, I had to drive from clinic to clinic, business to business, drop off flyers, drop off script pads, and beg. That's it. Today I literally can just pull this thing up. Hey, what's up? And that's it. It's crazy.

Insane. Yeah, yeah, yeah. I'm just curious, like right now, like, when I look at kind of what's going on, like in our industry and, and everything going on with, like, inflation. Everyone's worried about, like, recession, there's declining reimbursements kind of going on, like the student loans, and there's wage pressure for owners. Right. Every single person is looking for a side hustle to make money, you know? Know. And so I'm super curious, you know, because you work with a lot of these type of people, right? Greg, you know, is. Is there a world where a clinician can have a side hustle and a clinic owner could also grow a multi million dollar business? Can that can both of those coexist?

Yes, if they believe in partnership and collaboration, it can exist because I did it.

And what would you.

Okay, so let's talk about the practice owner first.

One of the most frequently asked questions I get is, how can you help me grow my clinic? So every year we put together an annual event called the Clinic Boss Summit. It's basically the Woodstock for everyone interested in growing or selling your multimillion dollar practice. You're going to meet over 300 of the world's top clinic owners. The network is going to be insane. It's three Days, you're going to learn everything from marketing, finance, HR recruitment, and cellular clinic. And the best part is going to be Orlando, Florida on January 26th is one of my favorite cities to hang out in January because you get the sunshine, palm trees, and best theme parks we usually sell every year within the first couple of months. So grab your tickets now. Go to clinicxl.com to grab more details.

Right. So the clinic owner would have to be what would have to be open and be very clear of what they're looking for in a staff therapist. So this is how I did it. I'm only going to tell you guys the way that I did it. Okay? The way that I did it was I would let people know very clearly that if you're going to come to work at my clinic, there is no limit to ascension. But that's only for certain people that will do certain activities. If you want to just get your base pay, then just do evals, see the patients, do good work on them, take care of them, and that's it. But there's a unique opportunity here at our facility, and that is you can actually come up with a service that would help people beyond the traditional plan of care of physical therapy. Okay. And that could be. That could be you coming up with a fitness regiment. That could be you doing some type of monthly membership. That could be you selling products, that could be you selling supplements. And there's just different things that I would approve that we can have in the clinic. And if either a, you came up with that idea or you're willing to take the things that I had, basically you would get commission, you would get a percentage of the sales from that. So I had therapists making any, you know, anywhere between a couple hundred dollars a month, all the way up to $5,000 a month additional, because we had those things in play. So if you're a therapist and you have a side hustle, and that side hustle could complement the types of clients that are that are coming to the facility that you are working at. You guys can collaborate. It's basically called an affiliate partnership. I do it with my students, I do it my clients, and I did it with my staff. And so it now put me in a position where I didn't have to always worry about giving raises because your raise was there. You make as much as you want. You basically became an intrapreneur inside of my entrepreneurial business. So an entrepreneur is the person who owns and operates a business, but is willing to do so at a high financial risk. The Intrapreneur takes ownership and operates a portion of the business. They just don't have to do so at financial risk. Their reward isn't as big, but their downside is very little as well. Right. I take all the upside and the downside and they don't have to worry about that. So that's how you do it.

Yeah, yeah. Interesting. And so. And so in essence, like, it's more of like a revenue share or a commission.

Right.

You know, is that. Is that, is that.

You got it. It's a. It's basically a rev share and it's based off of products, services, opportunities that will accelerate either the rehabilitative process or when they finish the rehab process, it's their next step of what they would do after. So in my clinics, the way that.

They did home care, what happens if they did home care? Would you be okay with that as well or like, you know, or.

Yeah, I mean, you could do home care. I mean, like, I didn't. What I did was I did. I had these fit clubs. So basically I had a company, it was Team Beachbody. They had supplements, they had products. I basically put their products. I love their products because I use their products. I put their products in our. In our facility. A lot of their products and their eating programs I thought were extremely beneficial for my clients. And basically, if any of my therapists were able to sell their packages with their plan of care when we started the rehab, then they got a portion of that. And then once they finished their plan of care with us, if they went into our fitness programs, whether it was in the clinic or at home, they got a cut of it as well. So there's so many different ways you can do it, but that's what I did.

Interesting. And. And do you see a lot of clinics doing that or. Not really.

Not a lot. No, not a lot. Because I think people are super afraid. You know, they're afraid of, like, the employ, you know, I don't know. It's like, really weird. It's like a lot of employees, you know, they haven't even allowed themselves to think of what other ways they can provide value because they feel like it's not even available. So the practice owner hasn't even told them that this is available to them because in many cases it's not. It's not available to them. Right. And so, you know, I think there are some people doing it and they're doing it successfully, but I think the majority of people aren't because they're not even thinking in this Way. Wow.

It's interesting. When I look at your Instagram channel or some of your social media stuff, you talk about how like, you know, I think the, a common message you see a lot is like, don't trade time for money. And there's different ways of like making money.

Right.

You know when.

Yeah.

And so what are, what are, like what are the, what are you seeing as trending right now? That's working like, you know, like that's working well for these clinicians that are maybe tired and sick of like working 40 hours a week as an employee, working somewhere like they're, they're sitting on 150, thousands of students like that, like what, what other options are there? And then once again, these clients are suffocated by these declining like reimbursements. Right. Like what options are there for a clinician right now coming out of school? It's like tough.

So it's tough. Yeah, it sure is. I don't know how they're going to get out of it doing the traditional way. I mean, there's only so much money you can make just treating a patient and that's it. Like, you know, I know there's cash based therapists. Like, I mean, how high can you go? At some point you're going to out price your market. You know, you're going to go 500 a session. I mean, and by the way, you can do that. They're just going to come for like one or two times. It's. Most people can't afford that coming consistently. So here's what I recommend. What I recommend is either a pack. Well, first of all, package everything in a result instead of trading your time for money. So I believe in actually doing a solutions based offer, meaning that I don't believe in selling packages. I don't believe in, hey, I'm going to see you for 200 and I'll see you each time. I'll see you 202. Nope. I talk about result. This is the, at the end of the day, this is the result that you want. I realize that most patients have been screwed over by most providers. They've told them, they've sold them on a bag of lies. They've seen them for two, three, four months and they never got a result. So what I tell my clients to do is sell them on the result. And if you don't get them the results and give yourself a certain amount of, a lot of time to get them the result. If you don't get the result, give them some type of guarantee. Whether it's their money back, give them to continue.

So this is a.

That's how you do it.

So this is selling them a program with a money back guarantee. If they can't play pickleball again within six weeks, like they're going to get their money back. Is that.

Get your money back? Yes, that's it. That's it. It's. It's so simple. Is anyone actually doing this?

I would love this because, like, it's interesting. Like in our business, this is what we would do. Right. You know, but I've never seen anyone actually apply this at, at a physical therapy clinic or a chiropractic clinic or a massage clinic.

Like, how many people are actually real estate doing this? This is what I do. For all my coaching, this is what I teach people to do for. In the clinics. Just do a. Solutions based on. All right, that's it. I know you have Chelsea because, because you're my client. All right. So, so, so, so, so that's what you do. It's. It's so simple. It's so simple. It's like. This is it.

So, so you saw the package, right? Am I right? Is that right, Greg? You sell. It's on the package. You sell them?

Yeah, I call it a package because. Because I know that people with packages, they want packages discounted. Nope. You a solution? It's a program. That's it. It's a program. It's a program. And the program is this. I believe that I am going to be able to get you this result. Okay. I do this in all my programs.

An example like, okay, let's give me an example of a result. Like, is that like playing pickleball again? Like, you know, is that.

Yeah, you're going to be able to play pickleball in six weeks based on me doing evaluation. Yep. I believe we can get you back on a pickleball court in six weeks. Yep. Okay. You have an acl. You have an ACL reconstruction. I know. This is gonna be a six month ordeal. Look, in six months, you're gonna be back on the field. You're gonna be back on the field and you're gonna be playing. We're gonna be able to do this. We're gonna do this over this time. And what I'm gonna do is I'm not gonna let insurance or I'm not gonna let anything dictate how we are going to do this, but this is what you're gonna pay. Okay. Okay. There's not gonna be a. Oh, this happened with insurance. This Happened with the. No, no, no, no, no, no, no. This is what we're gonna do. Now we can also. The goal is to get. This is the key right here, Rick. The goal is to get this done sooner rather than later.

Yes. Give them an incentive.

Exactly. So if you are a. Let's say you're a pelvic health therapist and the person's coming into you and they're. They're pee. Peeing all over themselves because they can't hold their bladder. Look, I'm going to work with you until you are no longer peeping on yourself. That's the goal. That's what we're going to do. Okay? Now, our goal, what I believe is if I can't do this, this is where I put in the date. If I can't do this in eight weeks or less, you get either your money back or you can do a modified guarantee where I will continue to work with you until I actually get it done, and I won't charge you any money. But my goal is to get this done sooner rather than later. So now if I get someone to stop peepeeing on themselves after a week, they're happy with me. Not sad. By the way, I'm happy, too, because I just got 2,000, $3,000 and I only had to see you two or three times. So best case scenario is I'm getting paid a thousand dollars an hour. Worst case scenario is I'm gonna see them for the full six weeks or eight weeks. Either way, I win.

Yeah, well, not if you do a full money back guarantee.

Right? And here's the deal. If you feel very confident, which most therapists on Instagram, apparently, according to them, they are the greatest thing since sliced bread. Well, then that's Instagram.

That's Instagram.

Oh, my God.

Most physical therapists I know have, like, you know, what is it? Imposter syndrome?

Yeah. Oh, my God. If I saw you. If I saw you, all right, I. I could get you better in two visits. Okay. Okay, smarty pants. Well, then put your money behind it. Yeah, exactly, you fraud. Get out of here. Get out of here.

Dude, this is. You know what? Hey, Greg, I. You know this thing that I talk about? I thought about this 10 years ago, and I was telling this to my ops guys, you know, I was like, dude, like, we should totally do this. But they're like, they can't get, like. You know, it might work if you have a small cash practice with you and another person, but is this scalable? If you own a, like a business that does like one or two million dollars a year, like right?

Yeah, I believe it's scalable. I think it's much more scalable and I'll tell you why. How hard is it? Just think about it. For a cash based practice owner, how hard? Or even insurance based. I'm just thinking for myself when I wasn't doing this, how, how hard is it to go from you being solo to getting two, three, four therapists? It's very difficult. And I'll tell you why. Because everybody wants to see you. Now the question is, why does everybody want to see you? Well, because you are anchored to the result. Everybody thinks you're the greatest thing since sliced bread. So they inherently believe that without you, they can't get the result. So it's very difficult to be able to grow in scale. But when you are selling the results, nobody cares if it's me or you can hear Rick, like right now outside of my house, I'm looking right there and on the other side of the house there is a full landscaping company that's doing work at my house. They're charging me $7,000 to basically redo all of our landscaping. Right? So here's the deal. There's two dudes out there and I think there's one lady. You think I care? Who's out there? Am I asking like, like I don't care. I just want it done. The reason why I use that company is because they said that they can come out this week. I use that company and they said that they would be here on Friday. They came here today. So they exceeded my expectations and I'm not going to give them more money if they take a week to do it. If they get it all done today or tomorrow, I'm actually going to be more satisfied. So if landscapers are doing this, why are we not doing this? I mean, it just makes sense, right? I don't care who comes out here. I'm talking about the results. But what we have done inherently as allied healthcare professionals is we had sold ourselves and we have sold people that more of us is more valuable to you. Unfortunately, that has made us tired, that has made us exhausted, and that has made us broke. So you have to resell. You got to redesign. What do you want to package? I don't want to package myself. I want that. I will get you a result. And, and by the way, I recently just did this at my company at Smart Success Healthcare. I was the main consultant and the main coach. But I. One thing I've done is I've Always sold results. So even though I coach 75% less than I did a year ago, my programs have tripled because I've always sold people on the result. So as long as they get the result, they don't care if it's me or anybody else. I just got to get them result. They want the system. That's it.

Wow. Dude, I love this. This is insane. This is like light bulb moment, you know, excel the results, you know, and yeah, this is, this is crazy. I quite like it. I see a lot of chiropractors do this, you know, like, you know, yeah, they'll spend a bolo mine on Facebook ads and call it neuropathy, you know, and they come in and they're selling the result of a $5,000 plan, know, or $10,000 plan, you know.

Right.

And, and, and, and it's the exact same thing. Now the challenge that I see is that this is, a lot of these clinicians may feel like this is like a hard sell, you know, it's like, no, it's like a heart selling of like a high ticket item, you know, because they're so used to like, you know, relying on the insurance company, they don't want to talk about the money. And like, this is like high ticket sales.

Right, Right. Well, I think I actually would have to rebuke that. And I would actually say this. I would say it's less selling. It's less selling. Okay. Because when you're doing it the other way, every single visit, you're having to convince them you're doing great, come back again. Yeah, you're doing great. Come back again. You're doing great. Come back again. And this person's like, actually, I really don't feel any better. Yeah, but this, but this, you're selling every single time. All I'm doing is, I'm saying, listen, here's the deal. This is what I want to do. I don't want to talk about money anymore. I just want to get you the result. And I know you're sick and tired. You're sick and tired and exhausted of being pulled around. This is going to happen. This is going to happen, and it hasn't happened. So I want this to be the last time that you have to deal with this. Here's what we're going to do. I'm going to work with you. I truly believe, after evaluating you, we're going to be able to get X, Y and Z done. And I truly believe in my heart of hearts that we should be able to get this done. In eight weeks or less, six weeks or less, four weeks or less. And I'm willing to put my money where my mouth is. That's how confident I feel. Number one, they're going to realize I'm talking to patient, client. Nobody's ever done this. Nobody's ever done this. Everybody's always said to them, yeah, let's start. We'll see how things go. Yeah, let's start. Let's see. So they're just without. Yeah, let's just wing it. Let's just see how things go. I think that's gonna happen. I'm gonna put my money where our mouth is. So if you're in. If you're all in. I'm all in. Okay, you're all in. Aisle. Now, here's the beautiful thing, because you actually. Greg, how can people create side hustles when you do that? And you create a package like that? Now you can add the side hustles in. So the beautiful thing is now I'm giving them a package. Now I'm asking myself, all right, how am I going to get them this result? One of the ways I know we can get them result is by making sure that we are giving them guidance, accountability, community, and tools. Okay? That's what you got to give people. The. The tools usually is you. Right. And it might be physical tools, but a lot of times your hands or this or that or whatnot. But the guidance is what I know. Okay? That's what I know and how I'm going to convey that to people. The accountability could be through online. The community can be through online. The guidance can also be through online. So what I do is I house my online programs to the clients inside of the package. You get the online programs with the package, you get the online programs for the duration of this offer. And then if you want to continue to get those things, pay month over month for it.

I'm sold. I'm sold.

That's how you do it.

This. This is the continuity program, right? This is the recurring revenue model, right?

Yeah. Rick, so can I ask you this? What are one of the things that we know with marketing if you do not have recurring revenue in your business? If we're trying to sell. Right. And I know that you've been a part of sales. Rick, what are they looking for in a sale? They're looking for their database. They're looking for profit, and they're looking for what recurring revenue do you have? So if you don't have recurring revenue in your business, you don't have a Business, you have a hustle, okay? You must. So you must find ways to be able to, to put recurring revenue inside of your business model. And you should be able to do.

Theory makes sense, Greg, you know, because I've talked to a lot of people that, like, over the past, like, decade, you know, talking about this recurring revenue model and memberships and blah, blah, blah, but the execution of it has been really low, you know?

Right. I think the big reason why the execution has been low is because people have been trying to sell the membership. It doesn't work that way. It doesn't work that way. Here, here, let me give you an example. I have a Tesla. When I got the Tesla, what they did, and this is basically what they do with every recurring revenue membership model that does work. Because let's face it, guys, pretty much everything you're buying, the average person is currently subscribed to 12 recurring revenue memberships a month. Okay, I'm gonna give you an example of one of mine, Tesla. So what Tesla did was this. They gave me the car, I went to the Tesla dealership, got the car, and they showed me all these amazing features. Car does karaoke, does this, it does that. It's got Netflix in there. Okay? But what they don't tell you is that you can only watch those things if you're hooked up to their data streaming service. So here's what they do. They give you their data streaming service for two months. It's included in the package of the car. The car, the results based offer. Inside of the results based offer is two months of their recurring revenue membership model.

Yeah, yeah, okay.

So what they do is they make you use it and get comfortable with it so that now you're like, oh, my gosh, I've got to be able to watch Netflix when I'm charging my car. Okay, so now you start watching Netflix, you're charging your car. When the two months comes up, says you can't watch Netflix anymore. If you get rid of this, you're like, hell, no. Yeah, yeah, I gotta use this. That's how it works. All right.

Dude, that was insane. This, this is like a mic drop, right? This is like a mic drop moment right here, you know.

Dude, that's how you do it, guys. Yeah, yeah, yeah.

Dude, this is. This is insane. This is. I really enjoy this talk because, you know, I think both me and you, like, we love marketing, we love sales, we love, like recurring revenue models. And it's just been disappointing over the years that this industry is still so resistant to making like, these Changes that we've been talking about. And it's cool to see that you're actually having success with your students or people in your community. So, yeah, it's super cool.

I think it's the. It's the fastest way to be able to make more money. But it's not just about making more money. It's being able to make more money in less time, you know, so that's the whole thing. Like, people want. Their. People are tired, Rick. They're tired, they're exhausted, and it's the fastest way to be able to get a win. It's just a, Just a. It's just a mindset shift and then just knowing how to execute it outright. Yeah. Cool.

All right, one last question as we wrap up. So you have, you have.

You have four.

Did you have. You have four daughters, Is that correct, Greg, or.

I have. I have four kids. Two daughters, two sons. Yeah. 20, 17, 14 and 10.

Okay. What are you doing right now to prepare them for the real world? I'm super curious. You know, I have, I have an eight year old. You know, right now we're traveling in Italy. I'm. I'm worldschooling and homeschooling our. Our daughter right now. I'm just super curious. What are you doing? What's that?

We homeschool as well. We homeschool our. Our kids as well. One is in college now. All four, but what. But. Well, we, we did all four, but one is in her third year at University of Central Florida, so. Yeah. Okay.

Do you care if your kids, like, it's a. Do you care if your kids go to university or not?

Really? No, I don't care. I mean, I don't care. You know, I, you know, she wanted to. And she says she wants to be a physician assistant. You know, she said she at least wants to start that, but she's three years in and she's like, I don't think this is going to work. I was like, look, hey, listen, at least you went on their dime. You got a scholarship. I didn't mind. You know, you got to figure life out. You know what I mean? So do what you need to do, you know, And I don't want them to feel forced that they have to do what I. Because I wasn't going to be an entrepreneur. So, like, go figure your life out, you know, and I'll, you know, I'll be here to support you. So, so what am I doing to get them ready for. For.

Yeah, yeah. Like, like, I'm trying to learn from you? Like, my daughter's eight, you know. Yeah. And, and, and we live in a tough world right now. Like, there's a lot of crazy stuff going on and so. But yeah, I'm just, I'm always like, I want to pick like successful people and, and just kind of learn what are they doing to prepare their kids for real life.

Yeah. So, you know, here's the one thing I'll say. I'm going to give you what I'm doing, but there's no proof that what I'm doing is right because my kids are still living underneath me. And the one that doesn't, I'm still kind of paying her way besides her school paying way. So my kids might be total losers. I have no idea. Okay. They're wonderful kids, though. They're great kids. All right, but this, but this is what I'm doing right now. I'm just being honest. Like, I want to be honest. You guys, like, like with business. Yeah.

Should we cut this part out, Greg?

Oh, no, no, no. It's fine, it's fine, it's fine. I love my kids. And kids, if you're listening, even if you're a loser, Daddy loves you. Okay? I love you to death. I love you to pieces. You can always come for Thanksgiving. All right? Okay. Okay. So, so this is what I'm doing. What I'm doing right now is I'm just making sure that my kids understand that we live in a value based world. If you're bringing people value, there is money to be made, there's money to be made and you'll be able to earn a living for yourself. But it's not about what you're passionate about. It's what you can do to solve other people's problems. So let's talk about each child and what they're doing right now. Okay? My oldest one, my 20 year old, she works a little bit for smart success, you know, health care. When she's got time in her semester, I'm having her just be one of the people that helps to moderate my communities. I'm just trying to get her to understand how to give people value. Okay, all right, so that's number one.

All right, marketing, entrepreneurial skills.

Marketing, entrepreneurial skills, etc. Okay. My 17 year old, my son. So my son is kind of the one that's like, I don't think I want to do this whole college thing. But I'm just telling him, listen, what I need you to do is I need you to make sure that you're working on your communication skills. And you are, you understand that you're in a season right now of exploration. So I want you to explore. He doesn't know what he's passionate about yet. So I said, rj, I need you to explore. I need you to try things, I need you to do things. I need you. You know, he loves NBA 2K. He loves video games. So he's learned how to create graphics for people's YouTube channels, some of the big YouTubers. And he makes money that way, right? So he makes money by creating, by creating graphics for YouTubers and their thumbnails. And he can make 20, 30, 40, 50 bucks, right? And like each time he does that, so he makes enough money to take care of his. His addiction to video games. So again, he's learned how to bring value to the marketplace. Okay, my 14 year old, that's a girl. Okay? That's Elena. So Elena again, I feel like now she's of age where it's like, hey, you know, I want you to start to learn how to bring people value. So she's like, daddy, I don't really know how to do that. I was like, well, what are you passionate about? Well, she says, daddy, I'm getting into doing crochet stuff, right? So she crochets, right? And so she learned it. She's starting to, I want to say, master it, but she does really cool, you know, like she did this, the snail that looks like an ice cream cone. She did a narwhal. She did this, she did that. And so she's now creating, right there, she's creating her Etsy store. We just sold her first two crochet animals for $55, and now she's making more. So she's 14 and she made $55 from her things, and now it's just a matter of how many she's creating. She's created a Tik Tok channel. She's got people now looking at her stuff. So again, it's just creating value. And then my 10 year old, you know, he loves soccer, right? We actually got to take him to soccer practice in a little bit. He loves soccer. Like that's his thing. Okay, great. That's wonderful that you love soccer, Aiden, but we got to figure out how you're going to create value. So he said, you know what I'm going to do, daddy? I'm gonna, I'm gonna do YouTube. I said, well, his mom's like, no, no, no, no, no, I don't want you on YouTube. He's like, Mommy, what if I do YouTube but I don't show my face. So what he does is he does these versus videos. So, so it's like, like, like Neymar versus Mbappe, right? Or, or Messi versus this. So he does these things and he's been able to build up his little YouTube channel and he just does YouTube shorts. So again, I'm just trying to get the kids to understand that we live in a value based world. You knowing, you knowing how to do algebra or geometry does not, does not mean that you are not going to be broke. Because there's a lot of people that know calculus, they know all that stuff and they are broke. So you, so you guys have to learn. You got to find something that's of value to other people and, and just start the process of it. And I don't expect them to have it figured out. They might have it figured out. So they're 25:30. But if I can get them to train them that way, then I feel like I'm doing my job as a dad.

Oh, geez. This is, this is great. You know, I mean, I think me and you're aligned with like how we want to raise and raise our children. This is amazing.

Right? So yeah, yeah.

Super, super cool, you know, awesome.

Wow.

Geez. That. That was. We're at 50 minutes right now. Geez. So we're gonna wrap up. Greg, tell me, why don't you tell the people of the community, like how can they find out more about you? Right?

Yeah, man. Greg Todd PT is where I'm at on Instagram. So. So. And by the way, as I tell you these things, I'm gonna teach you something. All right? So if you're ever trying to get into someone's world, find out which platform, if any, that they kind of share what's going on in their world. Right? So for me, that's Instagram. You can look at my stories, you can look at my posts, but in my stories you can kind of see my life. So if you find me interesting, go to Instagram. Greg Todd pt. Okay. If you want to just learn stuff, Facebook, that's great. Todd YouTube, that's at Greg Todd Unscripted. Now tick tock at Greg Todd pt. And those are the places my website is smart success healthcare.com. that's my company side. And then gregtodtv.com is my personal site. That's it. Yeah.

That's awesome, dude. You know, and I'm super excited. Yeah, I'm super excited actually. In January, hopefully I'll see you in Florida, right?

Yeah, man. I'm really, really hoping the same time your, your event is, is my daughter's birthday, but my daughter lives in Orlando, so I'm pretty. It's like a 5050 right now that I'm going to be there. So I'm trying to like, you know. Yeah. So anyways, I'm pretty. I'm really.

Greg, if not because, because you know, I, I'm gonna fly back from Europe at that time. I'm going to be there probably like a week before. If not, like let, let's, let's meet up and let's go, let's go grab a dinner or something and hang out.

Yeah, man. That person. Yeah, that'll be awesome. Yes. Yes.

This will be a five year reunion, right?

Right? Yes, it'll be our five year reunion. That's right. That's right. That'd be awesome. That'd be awesome.

Sounds good. Okay, well, thanks for your time. That was amazing. And yeah, I'm gonna keep on chatting with Instagram and so everyone check out Greg and he massive takeaways today.

So super honored. Appreciate you, Rick.

All right, thanks, Greg.

You got it, man. All right, man, we'll talk later. Okay, bye.

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