WP144 | Rethink Your Marketing: Fresh Strategies to Be Seen and Heard with Jimmy McKay, PT, DPT
Ever feel like you’re shouting into the void on social media—and still hearing crickets? Wondering why those three reels a week aren’t filling your practice?
This episode of The Wise Practice Podcast is your wake-up call (and your permission slip to do content differently).
I sit down with Jimmy McKay—physical therapist turned podcasting powerhouse—to talk about how practice owners can scale their voice, grow their impact, and finally start showing up online in a way that actually works.
Jimmy breaks down exactly why content isn’t about going viral—it’s about earning trust. He’ll show you how one hour a week can turn into 50 pieces of value-packed content, and why your podcast (or video or blog) should be your most powerful salesperson.
If you’re ready to cut through the noise, connect with the right clients, and stop feeling invisible online, this one’s for you.
Your Podcast Isn’t the Product—Your Audience Is
One of Jimmy’s core messages? If you’re podcasting (or creating any kind of content), you’re not selling the thing. You’re building an audience, and that audience is the product.
"CBS doesn’t sell shows. They sell audiences to advertisers."
That simple reframe is a game-changer for therapists, coaches, and practice owners who want to grow their business without shouting into the void. It’s not about being everywhere. It’s about being in the right places for the right people—and earning their trust.
From Three Reels a Week to 50 Pieces of Content
Think posting three times a week is enough? Think again.
Jimmy breaks down why content needs to be frequent, intentional, and repurposed. One 60-minute podcast can become:
Video clips
Audiograms
Quote graphics
Instagram carousels
Blog posts
Email newsletters
...and more
This isn’t about working harder—it’s about working smarter with a system that scales.
“If I only called my girlfriend three times a week, would I expect the relationship to grow?”
Oof. Message received.
Speak to Your Audience, Not at Them
Most practice owners fall into the trap of saying “I” and “we” too early in their messaging. Jimmy challenges us to flip the script.
Instead of “We offer therapy for overwhelmed moms,” try:
👉 “Feel like you’re doing everything for everyone and still falling short? You’re not alone. Here’s how therapy can help.”
That subtle shift puts your audience at the center of the conversation, not you.
7-11-4: The Trust-Building Formula
You might need 7 hours of content, spread across 11 interactions, on 4 different platforms, before someone buys from you.
Sound overwhelming? Not if you’re strategic. A weekly podcast + clips + email = trust on autopilot.
This framework isn’t about manipulation. It’s about consistency—and making sure the right people find, like, and trust you before they ever book a call.
You’re Not Pizza or Ice Cream
Worried about being “too much” on social media?
Jimmy’s advice: GOOD.
“If too much of me is too much, you’re not my person anyway.”
Your goal isn’t to attract everyone. It’s to attract the right ones—and repel the rest. That’s how you protect your energy, your practice, and your mission.
Jab, Jab, Jab… Right Hook
Give. Give. Give. Then ask.
Jimmy calls out the “Gary Vee” model of content marketing: drop consistent value with no ask, and then go for the sale when it makes sense.
When has someone seen 40+ pieces of content from you that helped them? That $800 workshop isn’t a hard sell—it’s the next logical step.
How Jimmy Helps Practice Owners Show Up (Without Burning Out)
Jimmy now works with healthcare professionals—PTs, OTs, SLPs, MDs, therapists—to create scalable, done-for-you content systems. All he asks is one thing:
“Can you give me one hour a week? If you can do that, I can give you 50 pieces of content that reflect who you are and what you do.”
That’s 1 hour of your time for 50 chances to earn trust, build a connection, and grow your business.
If you’re still stuck thinking content has to be overwhelming, awkward, or a full-time job? This episode will flip that belief on its head—and give you the tools to start showing up in a way that actually feels good.
Show Sponsor My Best Practice
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Customizable forms, notes, and treatment plans
Built-in payroll reports
And everything else solo practitioners and group practices love.
Enjoy responsive customer support, an easy-to-use interface, and a comprehensive how-to library with step-by-step screenshots.
If you want to save time, reduce your stress, and make evidence-based care easy, My Best Practice is your EHR.
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Jimmy McKay’s Resources
jimmy@ptpintcast.com
Links and Resources
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[00:00:00] Whitney Owens: Try my best practice, the EHR built by and for evidence-based therapists. It's designed to make therapy easier with features such as ai, soap, and progress notes. Two-way Google Calendar syncing a mobile app for phones, telehealth group appointments and group notes, customizable forms, notes and treatment plans built in payroll reports and everything else.
Solo practices and group practices love. Enjoy responsible customer support, an easy to use interface, and a comprehensive how-to library with step-by-step screenshots. If you wanna save time, reduce your stress, and make evidence-based care easy, my best practice is your EHR. And here's why it was named Best Overall, EHR and Mental Health for 2025 for the second year in a row.
And was the first EHR ever awarded five outta five stars by choosing therapy? Try it free for 14 days. Check out my link in the show notes or head to wise practice consulting.com and hit practice resources and check out. My best practice for three months free. Hi, I'm Whitney Owens. I'm a group practice owner and faith-based practice consultant, and I'm here to tell you that you can have it all.
Wanna grow your practice, wanna grow your faith, wanna enjoy your life outside of work, you've come to the right place. Each week on the Wise Practice Podcast, I will give you the action steps to have a successful faith-based practice. While also having a good time. Now let's get started.
[00:01:40] Jingle: Where she grows your practice and she don't play.
She does business with a twist of faith. It's Whitney Owens and Wise Practice Podcast. Whitney Owens and Wise Practice
[00:01:54] Whitney Owens: Podcast. Hello friends and welcome back to The Wise Practice. Podcast, I'm your host Whitney Owens, and today's episode is one of those topics that we should care a little more about, but sometimes we just don't.
Marketing. Yep. We're gonna go there today. If you're like faith-based practice owners that I talk to, you got into this work to help people, not to be a content creator or marketing guru, say, here's the truth. Your message truly matters, and if people don't know that you exist, they are not gonna be able to work with you.
Visibility is not a vanity thing. It's a way that we serve. It's the way that clients find us. It's a commitment thing. So today I'm talking with someone who really knows how to show up and be heard, and that is Jimmy McKay. I had the pleasure of meeting Jimmy in Chicago at the Group Practice Scaling Summit back in the beginning of May.
I. Y'all in-person events is where it's at. They sparked the best conversations and collaborations. I cannot tell you how cool it was when Jimmy showed me, uh, more about the work he did in person and we could talk through it, and that's how he got to this podcast interview and more partnerships to come.
This is why I believe in these in-person events so much and why I want you to be at the Wise Practice Summit this October. Quick plug. Head to wise practice consulting.com to grab your ticket for that special event for a gathering of faith-based practice owners. Because real growth does not happen in isolation.
It happens in rooms filled with people who get it. And let's be honest. Where else can you learn, laugh and leave with a marketing plan and a new friend named Jimmy? Right? So I want you to go ahead and get your ticket to the Wise Practice Summit. So don't wait. Seats are going fast, y'all. FOMO is full real.
And in this episode, Jimmy and I are gonna be digging into a few things. We're gonna talk about how to use podcasting as a powerful marketing tool. Yes. Even if you hate the sound of your own voice, it's not as bad as you think. And podcasting can be fun, but it really can be a powerful marketing tool to get the word out and to share more about your niche in specialty, we're gonna talk about what it really means to get in front of the right people and for the right people to find you.
And we're gonna talk about mindset shifts that you need to make. Stop overthinking. Start showing up, and y'all marketing is hard and we're gonna talk about how to use small clips for big impact. Jimmy helped me rethink the way that I think about marketing just in this interview, and I very likely we'll be going back and listening to this podcast when it airs because I really enjoyed the conversation.
Jimmy is a dynamic person and I'm excited to introduce him to you. So this episode's packed with energy, encouragement, and practical strategy. So let's dive in and rethink our marketing together.
I am looking forward to my interview today with Jimmy McKay Once, no pressure a rockstar dj, now a doctor of physical therapy. Jimmy is the human Venn diagram of science stories and good beer. Thanks for coming on this show today.
[00:05:18] Jimmy McKay: I'm excited. It's a little bit different for me now being the guest, so I have to give up like a little bit of control.
I'm just gonna go along. I'm gonna, I'm gonna, you're in charge. I'm just gonna follow you.
[00:05:29] Whitney Owens: Oh, well, I, I love the conversation. It'll be fun. And I always really love interviewing people. I have a good voice.
[00:05:36] Jimmy McKay: Mom did say, mom at a very young age said, you, you have to know what your, your God gave you. And God, God gave me the face for radio, so I knew I had to do something about that.
[00:05:47] Whitney Owens: Oh my gosh. Oh my gosh. I love it. Okay. And, and you say, good beer here. What's your beer that you like?
[00:05:54] Jimmy McKay: You know, the funny part is I started my podcast nine and a half years ago and I could, I'll tell the story about that in a minute, but I drink less and less beer now. I think I'm just getting, I'm just getting old, so, but I do like to have it one or two.
And in the summer I drink a beer called Juice Bomb. IPA and it's brewed up here in upstate New York and I have no problem admitting, I like a little bit of a fruity beer, so it's got like the little orange taste to it as well. That's why I like it. What about you?
[00:06:21] Whitney Owens: Well, you know, when I travel, which we just met in Chicago recently, but when I travel I always wanna try the local beer, local
[00:06:28] Jimmy McKay: stuff.
Yeah, yeah, yeah. You get into real, real weird corners. Of course, we're a time in, in American society where like. You know, craft beer is like, you know, super popular all over the place. So people are doing some really cool, interesting stuff. So I do the same.
[00:06:40] Whitney Owens: Yep, yep. And my husband and I have a thing for getting beer glasses at different places.
Same thing. So we have a collection of memories from great beer all over the country, so.
[00:06:49] Jimmy McKay: Yep. Yeah, same.
[00:06:51] Whitney Owens: Well, exciting. Okay, well let's, we're gonna talk about podcasting today. So you just gave me a little tease there about starting your podcast nine years ago. Let's chat about that.
[00:07:01] Jimmy McKay: Well, we go back to sixth grade, Whitney.
So I did the morning announcements in sixth grade because a teacher literally was like. I want you to do this. She saw something in me and I did the morning announcements and the the, the first day I did it, I went home to my mom and I was like, I don't know what this is, but I want to, this is what I want to do.
And she was like, oh, well, that's not a job, but okay, keep doing that. But of course, it is a job when you leave school. So I did that from sixth grade to 12th grade. Every morning I was the guy doing the morning announcements. I took 'em really seriously. I thought it was so cool to be like in the room in the main office, but everybody could hear you and you were the person delivering information and I don't know why, but I just liked that.
So I did that all through middle school and high school. Went to school and got a degree in in journalism and mass communication. Picked the school that I went to. I went to St. Bon Venture University in upstate New York. Picked it. Because it had a really good journalism program. It had a really good college radio program, and that's all I wanted to do.
Fast forward, I did a couple internships at really small and really big radio stations, and my final internship was with a guy by the name of Howard Stern, so I was actually at Kroc in New York City, and it was chaos, right? I wanted to be there because I wanted to see how things were done on a massive stage.
So I worked, again, small stations, big stations, you know, anything, news, radio, anything. And then I graduated and I got a chance to work for my hometown radio station to come back to further upstate New York. And I did it. And that's all I was gonna do. I. A couple years later, I got promoted. I got to run my own radio station.
At 24 years old, they gave me a my own radio station, which in hindsight, maybe don't give a 24-year-old an entire radio station, but it worked out well. Two years later, I get my second station, so I'm running two radio stations at the same time. I'm living the dream like sixth grade to 26 years old. Here I, here I am, and then in 2008.
This thing comes out, right? The cell phone, the, the smartphone. When we really start to get connected, and I was driving home from the radio station and I had my phone plugged into my ox cord. Remember ox cords before like Bluetooth, right? And I was, somebody had sent me a link and I clicked it, which was also revolutionary.
Somebody could send me a link via text message in 2008 or oh nine, and then I click it and I'm listening to a radio station in California. While I'm living in Pennsylvania, I'm driving in a car in Pennsylvania. And I remember just thinking. Time and space aren't gonna matter anymore as much.
[00:09:27] Jingle: Hmm.
[00:09:28] Jimmy McKay: Meaning local radio, you had to be within a certain driving distance or a certain distance.
Uhhuh and you, it was live. So my entire world pivoted. I never even argued. I just said, this is changing. So I did the middle age panic mode thing, which is I knew I was leaving broadcasting. I went to go to law school, hated it. Went to business school, hated it. Then finally I was training for a triathlon, and the guy in charge of our cycling group was a physical therapist.
And I was like, I like how you interact with people, even without touching people. They, he was able to talk them through your saddle or your pedal or your knee or, and they'd walk away sort of taller or, I don't know. He did something. It was, it looked like a Jedi mind trick. And I was like, I wanna know what that is.
So I dropped everything and you know, started taking my pre-req classes and went back to PT school and that was gonna be it. I was gonna go be a physical therapist and change the world in big and small ways. And then where the beer comes in and then everything pivots again. I. Whitney, I'm sure you've been at like a professional conference, like the one we met at, there's bigger versions, there's small versions.
I was in the room of about 500 people listening to some physical therapist talk about something as a student. I was a second year student and I remember a lot of what this person was talking about. Like I was like, I'll, I don't really understand all that, but I'll figure that out later. I'll Google that, let me write a note down or two, and I just assumed I was the only person in the room not understanding everything.
And in hindsight, of course. Not everybody's understanding it except for you, right? There's that little imposter syndrome. But I met up with the speaker two hours later at the networking hour, happy hour. And I remember thinking, man, I paid like 150 bucks to get here. I'm gonna, I'm, I gotta at least learn one thing.
So I marched up to the guy and I was like, Hey, I'm Jimmy, I'm a PT student. Saw your presentation and I didn't understand it. And in hindsight, that's not the greatest way to introduce yourself to someone, but I was honest. And in the next fif in the next 15 minutes. And one beer. I understood everything, the, the deepest parts of what he was talking about, and a light bulb moment went on for me and it really was.
What was the difference? The different was difference was on stage. He was giving a presentation, talking to me in the happy hour. It was a conversation. And our brains, you know this, our brains are wired for conversation, not so much for presentation. I mean, look at some of the most popular presentations on the in the world, Ted Talks.
[00:11:52] Jingle: Yep.
[00:11:53] Jimmy McKay: They limit Ted talks to like seven. I used to know the, I think, I'm pretty sure it's 17 minutes.
[00:11:58] Jingle: Mm-hmm.
[00:11:59] Jimmy McKay: And those things are, you know, those things are rehearsed and rehearsed over time. 'cause they understand doing one really great Ted talk, like really nailing the talk and sharing it somewhere. That thing they be, the whole idea behind TED Talks or their, their, their mission statement is ideas that spread.
So you could do as many presentations as you want, but unless it's really honed into and feels and touches the right parts of our brain, we're not really gonna remember much of it or even understand it, right? Mm-hmm. So the guy on stage was all buttoned up with the tie, and it was every, you know, he was, he was being, he was playing the role of a presenter.
But in the bar, he recognized me as a student and he was able to tailor his conversation to me based on. Body language and facial expressions and like, I'm not getting it. And he would pivot and I was sort of interviewing him. I was using my old skills in a new, in an unfamiliar new place. My interview skills from radio in this presentation, Uhhuh wasn't on purpose, it was just I, this is what I did.
And a small little group formed around us and was like, oh, this sounds, look at this guy's really interesting. And I realized it was, you know, 1% me and 99% that guy. He just had a room full of people. Had their attention for an hour, but we were getting more outta 15 minutes because of the questions and the setting and the way we were doing it.
So long drive back the next day after that, back to PT school with three of my classmates. I. This is nine and a half years ago. So you still had to explain to people what a podcast was at that point. Sure, and I pitched the idea to my classmates. I was like, you remember that guy? And that was kind, they were like, yeah, that was cool.
We learned a lot. We learned more in that conversation than we did in the presentation. And I was like, what if I did that? And there's this thing called a podcast, and I shared it and just did stuff within our profession, and they universally all agreed that it was a horrible idea and I should not do it.
Two days later, I pitched the idea to one of my professors. Looking for validation, right? I need permission, I need It was looking for validation though, and she was like, absolutely not. This sounds like a waste of time. Don't do it. It, it'll distract you from studying. But something about the idea stayed with me and I pitched it to one more person in my brain.
It was probably gonna be my last ditch effort. Pitched it to one more professor and she listened to my pitch and watched my, and look how excited I was and, and when she was done, when I was done pitching, she just said, I don't know anything about podcasting. Look how excited you are and what's the risk?
And I was like, 80 bucks. I buy a microphone for 80 bucks and then set up this podcast thing. We launched it. We had 10,000 downloads, month one. I did not know what we were. I was like, is that good? I had nothing to base this on, and I just turned her and she goes, I don't know what this is, but I listened to it.
It and you're onto something. I don't know what it is, but I'll help you. She was pretty connected within the profession. She goes, who do you wanna talk to? I'll just intro you and get the heck out of the way. And that's nine and a half years ago, 6 million downloads ago, and a hundred and or th 1200 interviews ago.
So I've sort of art imitates life and I've just sort of bumbled around my career. And bumped into people and said, what can, what can I learn from you? Can you teach me one thing in, in 15 minutes or 30, you know, doesn't really matter. And, and the whole, the whole beer aspect really is just trying to set, it's a shtick, right?
I'm just setting the tone. This is not going to be a presentation. You don't give presentations with beers. You have conversations with beers, right? Mm-hmm. This is person to person. So I just think the reason that the show has continued is because I've done 1200 plus episodes. I've, I select I did. I do have a goal with each episode.
Two, have fun, learn stuff in that order. It has to be in that order, right? Think of your favorite teacher in high school. Have fun first. Then you're open to learning stuff, so, so that's sort of my like backstory. And I've been doing that ever since nine and a half. This show's about to be 10 years old, which is wild.
Wow.
[00:15:56] Whitney Owens: Congratulations. Man, and Oh, I love good stories. You have such a good story there.
[00:16:02] Jimmy McKay: Yeah,
[00:16:03] Whitney Owens: so. So, so you're doing p are you still doing pt?
[00:16:07] Jimmy McKay: I haven't practiced in about five years. So what happened after school? I practiced for two years as a, as a, as a, a pt. Might as well, man. I paid for a degree. Right.
Just went through school for, for a couple years. Mm-hmm. Um, but the whole time I was doing the podcast sort of at night, again, side gig, but it would lead me to so many different people. And I wound up working, I wound up being in touch with CEOs of big companies and eventually they were like. I feel like we need a you somewhere.
Do you do that? And I thought long and hard about it and I was like, that sounds interesting. Sort of being at this intersection of my two careers, right? Healthcare and communications. And where that Venn diagram overlaps, there's this place. So my first job after leaving the clinic was as the director of communications for a a large multi-state PT practice.
And I got to be in the room with clinicians. But be the only person with a marketing or communications background.
[00:17:03] Jingle: Mm-hmm.
[00:17:04] Jimmy McKay: And I was able to say, I see what you're trying to do. The way you're trying to do it. I don't think it would work, but if we did it this way, from my experience and my education, my background, it would be more successful.
And then I could go into a room full of marketers and I could say, I see what you're trying to say here, but that's not really, that's not clinically accurate, so let's change it. Let's do the same, something similar, but change it so I can sit in both of these rooms. And my mom put it the best. She goes, oh, you just speak two language fluently and you can jump back and forth and you can help both understand where they're lacking.
Mm-hmm. And that's when I was like, oh no, this is a thing. Yeah. This, this, this could be a job. And it has been. So I worked as, uh, director of communications for a beat, a big multi-state practice, helping them communicate anything, hiring other clinicians, PTs, OTs, and SLPs, marketing towards patients, working on conferences, sharing scientific research.
Then I went to a huge hospital system in New York City and worked in a really, really, really, really small research lab. But I helped them communicate science, Hey, you're super smart. You're doing this research. How come no one knows about it? 'cause you're communicating it poorly or not at all? Like, so I was able to help them create media, right?
Which, mm-hmm. I was able to help create content, which is a word that's, you know, overused now left and right. But that was the idea is if you want people to know about you. It is on you, it is your job to communicate that. Mm-hmm. It is on you until it is clear. Right. The purpose of going to the gym is not to have gone to the gym.
It is to have gotten a result to elicit a change. The purpose of communications is not to have communicated it, is to achieve understanding. Mm-hmm. Does that make sense? Like that's like a, that's the crux and I can, I can say it a different way. Whitney, I could be the most efficient third grade teacher on the planet right now.
Today. I could go into any third grade classroom on the first day of school. I could teach the entire syllabus in, I don't know, two and a half, three weeks. I will have taught the syllabus. I will have a bunch of third graders looking at me. Very confused though, because the purpose of teaching is not to have taught it is to make sure learning has occurred and that obvi, that example in third grade is obvious.
But this is the same for your practice or your business, which is, well, look how great we are. How come we, we, we, we shared a video. I shared a post. How come they haven't come yet? 'cause they're busy and the world is noisy and it's only gonna get noisier. And there's the bad news. The good news is if you've got something good and you learn how to communicate as a skill.
You can cut through that noise and you can be the signal in a really, really noisy world. Mm-hmm. And I think that is where some people get lost because they try to create social media instead of creating media that is social. This is putting the audience first. If you start writing or creating things to share about your business and the word I or we comes out early.
You're talking about yourself, and that might be putting distance between you and your audience instead of closing the distance, instead of talking about me and my problems. So that's sort of like a, a career snapshot. That's what I've been doing and I've been having fun doing it.
[00:20:22] Whitney Owens: Yeah. Well that really is a segue into talking about podcasting, right?
Because I'm just sitting here thinking about the way I communicate with people through my podcast. Am I just teaching them something? Am I speaking to them? How am I engaging them? Um, so today we're gonna just kind of talk about how to have a successful podcast. I'm guessing that you make some income off of this, right?
Your podcast. I
[00:20:43] Jimmy McKay: do. So my podcast, of course, you know, ads, right? So within physical therapy, there are organizations that wanna sell. CU classes. There's organizations that wanna hire. That's a big one, right? People want to get in front of audiences. So all I have done, so here, here's a, here's a little bit of a mindset shift in two ways.
If you on a podcast or a YouTube channel, your product is actually not the podcast or the YouTube channel. Yeah, your product is the audience that watches that. Think about it. Yeah. CBS or a BC makes a show. They think that's their product. But actually CBS and A, B, C, they're smart enough to know it's not.
Because then they go to Ford or Kellogg's or you know, uh uh, you know, any product company and say, do you wanna be exposed to this audience? Yes, you pay us. So they understand that the thing they can monetize is actually the audience, not the video, and not the audio. So that's the first thing I need people to understand is understanding what your product actually is when you're creating media.
Now you can, if you're gonna create your own podcast, I. For your own business, understanding that that product is that audience, right? If you're in business as a therapist, your product is your patient, your book of business. But how do you, how do you draw them closer to you? You need to speak to them. Uh, he, here, here's an example.
There's a concept. Whitney, have you ever heard of 7 11 4? No. So 7 11 4 is a framework that says a person typically needs. Seven hours to be exposed to seven hours of your content across 11 different interactions, 11 different times in four different places before they will trust you enough to buy from you.
And this varies based on when you were born, what generation you're from. Some require more, some require less. So what we're saying is if you were to, this is why Ford or Mercedes-Benz. Buys an advertisement in right field at Yankee Stadium. They know that they're not gonna sell you a Mercedes that day, but Mercedes understands.
I need to touch you as many times as I can to tap you on the brain as many times as you can to tell you, give you a message, to make you think something about us. That when you actually do have the income and the desire to buy a Mercedes, you understand what we are. We're right there for you. Instead of just trying to just try to jam an ad in front of you, the minute before you decide to buy a car, they understand it's a relationship build.
It is a long, it's the ultimate long play. Right. So 7 11 4 says seven hours of content across 11 interactions in four different platforms. And you, you can achieve that real quick. If you can get someone to pay attention to you and listen to an episode. Let's, I mean, 7 11, 4 sounds hard, right? Seven hours.
Need someone to listen to me for seven hours. It can be broken up into a bunch of one minute videos, right? Or a podcast that might be 45 minutes each. And now getting to seven. Seven hours is a little bit more attainable, a little bit more digestible. But that's the idea is if you want someone to know, like, and trust you, which is like what we call the golden circle, right?
In communications, it's easy to be known. Just pay for ads or run around and scream deeper is to be liked. Okay? I, I see what this guy's doing. I understand. I've heard about him a lot, but I, and every time I interact with him, I get a good, good taste in my mouth, but then trust that inner circle harder to earn.
More rewarding. It's deeper. It's a relationship build. Mm-hmm. So with launching a podcast, you can actually, what you're doing is you're trying to educate, entertain, motivate, inform, all those different things you're trying to, it's an ultimate olive branch. It's a give. And when with, with how we set up podcasts today, many of them are doing video and audio at the same time.
And then of course, we work, we live in a, in the world of swipe right short form media. So one hour long podcast can, could be turned into 32 different pieces of content, right? You could have a, you could have a couple minute long clips. You could have a couple 15 second clips. You could have audio and video.
You could have both. You could turn a great quote from an episode into an image or Instagram carousel. So that one e hour episode could turn into 30 or 40 pieces of content. You do that every week or more, and now you are creating media that is social, not social media. And people who ignore this find it harder to find clients or patients.
People who do this more find it a little bit easier because people know them like them. Trust them.
[00:25:34] Whitney Owens: You've got my mind thinking. I will say I did do that for my podcast for a brief moment in time. Did what? I did little snippet reels.
[00:25:42] Jimmy McKay: Okay.
[00:25:43] Whitney Owens: I had someone professionally make up for you. Did a great job with them.
Put my two, maybe two or three out a week.
[00:25:49] Jimmy McKay: Okay.
[00:25:50] Whitney Owens: I didn't feel like it did anything.
[00:25:51] Jimmy McKay: Okay. Let's talk about that.
[00:25:53] Whitney Owens: Maybe. Maybe I didn't do enough. Yeah.
[00:25:55] Jimmy McKay: So, frequency, intensity, time type, volume and progression, frequency and type, intensity, time type, volume, and progression in physical therapy, that's, it's called the FIT VP principle.
That's how you look at exercise. How often, how intense, how long, what type, what's the overall load, and then how are you progressing them? It's a media principle. So let me ask you this. We'll do an evaluation, right? What were you expecting? Sharing three short form videos a week. What was your expectation?
More,
[00:26:24] Whitney Owens: more people to learn about the podcast or hear about the topic and wanna listen to the podcast.
[00:26:30] Jimmy McKay: Perfect. Uh, approximately how long were the, uh, snippets?
[00:26:35] Whitney Owens: Hmm, 30 to 60 seconds.
[00:26:37] Jimmy McKay: Okay. So let's say they were 60 seconds. So you created three minutes of media out of someone's 168 hours a week life. Now some of that's gonna be sleeping.
So you put three little worms on three hooks and threw 'em in the ocean and were like, I'm gonna get a whale. Here's the thing.
[00:27:00] Whitney Owens: I don't know if I wanted a whale, but Yeah.
[00:27:02] Jimmy McKay: But you wanted someone to give, now I'm gonna use the same, I'm gonna use 2 2, 2 phrases.
[00:27:07] Jingle: Mm-hmm.
[00:27:08] Jimmy McKay: And I pay attention to them. 'cause you've said them your whole life.
Pay attention. Spend time. Very innocuous. You've said it a million times. If you've got kids or you're a teacher, you want people to pay. Pay attention. Hey, hey, pay attention. I need you to, I need you to do this. I need you to spend time on this now. Dissect the phrases. Pay attention, spend time, put 'em on top of each other.
Now you have pay and spend and attention and time. You wanted attention and time. You wanted my attention to my time. I am telling you that the answer in how to get it is the other half you need to pay and spend, and that doesn't necessarily always mean monetarily, but three 62nd clips in a world that is moving at the speed of swipe isn't enough to elicit a response.
Those three 62nd clips does not move the needle on 7 11 4. When you put it in that perspective, it's not enough.
[00:28:10] Whitney Owens: Yep.
[00:28:12] Jimmy McKay: Media companies. 20 years ago, media companies like the one I worked for, I worked for the second largest radio station corporation in the, in the US we had about 3000 radio stations. Media companies used to have technology divisions, right?
IT guys, we used to have an IT department across the entire con company. Now, just picture every company in the US technology companies have media divisions. It used to be the other way around. You can be your own tv, radio, and newspaper in your own company. In fact, you have to
[00:28:47] Jingle: mm,
[00:28:48] Jimmy McKay: sitting around around waiting to get asked to be on Good Morning America might happen.
But I would say, why aren't you? Why aren't you creating your own media process right now? And it doesn't need to be a full-time person. 'cause someone listening might be like, that'd be nice for a company of this size. But you can find someone like, what we get to do in healthcare is say. We have the team, we have the assembly line, and we can show you how to put you in in it.
I can walk you right through it. You do the beginning part, and then as soon as you're done talking, you walk away. And in a couple of couple of hours out comes the media that you need to be sharing because if you're not and people don't know you, there's no way they're gonna like you and there's no chance that they're going to trust you.
So I would say most mid, there's a quote, right? Or is a stat. Most mid-size organizations, and I would consider any mid-size organization from five to 50 people are under communicating by a factor of 400%. If you feel like you're sharing enough or a lot, you're short, 400% at minimum. So yeah, so three reels a week.
Those were the, those were the worms on the hook to go. Then spend another half hour or 45 minutes with you. It's not enough because of how much stuff people have to sift through every single day, because everybody wants you to pay attention and spend time with them, and we only have so much bandwidth, so you have to really earn their attention.
[00:30:24] Whitney Owens: Huh. All right, so, so when it comes to podcast mm-hmm. Do you think that it has to be specific to your podcast that you're expressing to people? Or can it be anything that I'm putting out there about me and my company?
[00:30:38] Jimmy McKay: Yeah.
[00:30:39] Whitney Owens: That would also help the podcast.
[00:30:40] Jimmy McKay: Sure. So, yes, I think a podcast could be a great side thing.
I don't think it needs to be your main thing, but it's a, it's a, uh, I've got a colleague that we, we live stream once a week together. We have very different businesses. But it gives us a chance to have someone else ask you a question and then you get to answer. And now when you sit down and look at that half hour conversation, there's probably five or six moments that if you grabbed from there would be really great moments.
So why not use it like that? Because while you're podcasting right now, you and I are recording video and audio at the same time. And that V, we could even bring words into it. So right now we're creating video, old school, tv. We're creating audio, old school, radio. Well, there's a transcript of this as well, isn't there?
So that could be turned into an article. That's old school newspaper. So there's three, those are the three types of media, right? Video, audio, and words. The only thing we're missing is still pictures, which we could take a screenshot of this. So you're seeing how like the actual media is the simple part.
The magic is what you actually know the topic, you pick what you're gonna talk about, and then you put your own little seasoning on it. Now if you set up a really easy to follow process every single week, like what if someone said to you, Whitney, we're gonna create 35 pieces of content for you a week, and you're like, I don't have time to do that.
Okay. Do you have 60 minutes a week to sit down and just answer questions or have a conversation with someone? Yeah, I can dedicate one hour a week to get 50 pieces of content a week. I can do that. Great. So we have a Monday morning at 9:00 AM Is Jimmy and Whitney time? I structure the conversation a bunch of different ways, knowing that in the end, we're gonna turn that one hour long video into 50 pieces of content, and then hand it to someone who has access to all of your channels and is gonna share it.
So Whitney just has to be Whitney one hour a week, but then we get to sprinkle Whitney anywhere we want on the interwebs 50 times a week. That is a multiplier. Your one hour is now multiplied by 50. That is scalable and that sees return on investment, three reel reels a week, you're going through the motions.
If I said we're gonna do three pushups a week, would you ever expect to get stronger?
[00:32:58] Jingle: Of course not. No.
[00:32:58] Jimmy McKay: We'd laugh at that, right? Right. If I only called my girlfriend three times a week, would I expect our relationship to grow? But I did it three times a week. Of course not. So this is how do you scale you without you ever having to learn how to edit, find someone who has an easy to follow process.
Let them do them their magic. You do you, when I pitch that to practice owners, they go, yeah, where do I sign up? And I say, right this way, because I have the graphic designer, the video editor, the audio editor, the social media person, and I just, I taught them exactly how I wanted to do stuff, how I did stuff for my own podcast.
And I said, well, I'll just take me out and put Whitney in. And it's the same process, but of course we're gonna have different results. Take Whitney out and put the next person in, and you have the same process and now you have something that is repeatable and scalable, but all points back to what you want it to, which is your business.
[00:33:52] Whitney Owens: Do you think that people find someone obnoxious that's posting that much?
[00:33:58] Jimmy McKay: Are they, so do you think people found you obnoxious posting three, three reels a week?
[00:34:02] Whitney Owens: No, but I do wonder if I were, oh, here, two, two things here. Okay. If I were to post five times a day, just five times that, that would be like, whoa, like that's annoying that she's posting so much.
Or content will get lost because it's happening so much.
[00:34:19] Jimmy McKay: So hold on. Those two things, those two things are in opposition. You're posting so much you haven't found it. That doesn't make sense. That's like throwing a million hooks in the ocean and saying it's too much. Listen, if too much me is too much, you're wrong for me anyway, I try to get to the know as quickly as possible.
[00:34:37] Whitney Owens: Oh my gosh. I love that you just said that. 'cause I'm such an intense person.
[00:34:41] Jimmy McKay: Me too. But if you don't like what I'm here for, that's okay. Go get it for, go get what you like from somewhere else. There's a lot of options. If I ain't your cup of tea, good, good. 'cause you're gonna, then you're gonna hate working with me.
If you're like, I'm looking for someone who's got a little less energy. Good. Ain't me. I wanna find, I wanna find the people as quickly as possible who are a good fit for me. I try to get to the know as quickly as possible, so if someone's annoyed with what you're saying, they are gonna be a horrible fit for your business.
Good, good. Let's weed them out as quickly as possible. I. Right.
[00:35:16] Whitney Owens: Oh, I love that. Yeah. Because when I get on consult calls with people, I, I remind them I'm a, I'm an intense person. I'm gonna kick your, kick you in the butt. You're gonna have to get the work done. I'm not gentle. I'm not gonna be your mama bear.
And they're good. Yeah. I've heard your podcast.
[00:35:30] Jimmy McKay: Good. So I call you, look, your podcast, which creates video, words, and audio, should be your best performing salesperson. It should be the triage, the weed in weed out. If someone sees you is like, hot, no, ignore, great. I don't wanna be, I'm, there's no possible way I could be everything to everyone.
That's insane. I wanna be exactly what that person needs. How do I make sure that person finds me, put me out there as much as possible? Whitney, think about how much video is actually circulating of me right now on the internet. 1200 plus episodes, how much audio, how many little clips, right? If I've saturated the audience, they're either working with me or they don't wanna work with me, I'm okay with that math, I, that math, maths.
But all I have to do, I mean, I do a little more than the average person, right? I'm live streaming three to four times a week. I'm probably doing two or three interviews, but I'm in the business. Of this, of communication. Yeah. I, I don't want practice owners to think I need to be a full-time podcaster. Nope.
I tell people, if you can gimme one hour out of 40 a week, I can, I can start to make sure people begin that. No, like trust process. Mm-hmm. Who's the best, who's the best person to sell you? You. How do we scale? Whitney? We get her a to a sim. We give her a simple to follow process. To take one hour of Whitney and create as much Whitney as we can in as many places as we can.
You. If you don't like this vibe that Whitney's given you on this reel, good. You ain't gonna be a good fit for Whitney. Whitney doesn't want your attention anyway. That's okay. We're not gonna be everything for everyone. If you try, you're going to fail. You're not pizza or ice cream, you're not gonna make everybody happy, right?
Those are the only two things. And if you don't dislike pizza and ice cream, I don't wanna talk to you, right? So
[00:37:18] Jingle: much.
[00:37:19] Jimmy McKay: I wanna weed. I wanna weed those people out. So I think media, I think creating content can be intimidating if you had to do the entire process yourself, which is where I get to exist. I get to come in and go, what do you want?
I want attention. How have you earned it? I shared three reels a week and nothing happened, and I quit. Okay. Do you still want that attention? No. I don't want that attention. I need that attention. Great. Here's the process. It costs this in time. It costs this in money. Here's the potential outcome. Is it worth it?
You do the math when you say yes. I go Great step into my office.
[00:37:52] Whitney Owens: I like, I want you to go back.
[00:37:53] Jimmy McKay: Okay.
[00:37:54] Whitney Owens: The, I'm worried that if I post something and I post too many times, I'm gonna lose something that I posted because someone's not gonna see it because all these other things came up.
[00:38:04] Jimmy McKay: Okay? So let's understand how the, you, you, you've heard this a word that gets thrown around a lot, which is algorithms, right?
When I start, this is a really, I don't even, Whitney, it's a little embarrassing. I don't know how I began watching these videos, why they're even out there. Or or why I continue to watch them when they're shown to me. I get shown horse hoof fixing videos. Have you seen any of these things? No. So this is a person who, their job is to get brought in when a cow or a horse has like a hoof problem.
I don't ride horses. I don't own cows. I watched one. And I was fascinated by it 'cause it's something I had never seen and probably will never see in person in my life. So it showed that there's a problem and what this person does is they scrape it and they do the thing. And I'm like, what is this?
Watched one video, but I must have watched it for three and a half minutes, two days later, I'm, they must have brought one up again and I watched it again. So you're teaching the algorithms of these platforms, what you want to see? I. What you don't want to see, because if that video had shown up the first time and I swiped away from it too quick, it would've went.
Got it? That ain't your thing. Pimple Pople. Pimple popper videos. Right. There's a woman, her, her entire career, she's a dermatologist and you're already rolling your eyes, which means you don't like that. And that's okay, my daughter. But if Dr. Pimple Popper had one of those videos pop up and someone watched it for like five and a half minutes, you just taught the algorithm what to bring you.
So you're asking, we'll go back to your question. What if there's too much Whitney? Okay. First of all. How many of those people even ever saw one second of your video? You gotta be creating a lot more, throwing a lot more hooks into the ocean to even get one nibble. So you're short three ain't enough. I'm sorry.
Right. So the idea here is create more, but the people that want to see you will be brought more. You people who don't, will be bought less. You. You wanna be in front of the people who want to see more of you, the people who wanna see more of you, want to see more of you. The idea goes back to 7 11 4, after, after they see enough.
Whitney, here's the concept. Have you ever heard of jab, jab, jab, right? Hook?
[00:40:21] Jingle: Mm.
[00:40:21] Jimmy McKay: It's a boxing principle, right? You don't walk in and just throw a haymaker, right? You gotta set 'em up. So the, the principle of jab, jab, jab, right hook is if I watched 40 of Whitney's videos. Over a three month period. That's not that much.
40 videos over three months. It's not that much, but that's a lot. Right? If someone watched 40 your videos, if the 41st video was about a webinar that you were doing, that's a little more of a commitment than just watching a 32nd video, right? A webinar's 45 minutes. The jabs are the free quick reels that you're giving me.
Those are jabs. They're just gives, here, take this, no obligation, just take it. You have to give me your time. But here it is, right? By the time you go for an ask, like, buy my book, come to my webinar, fly to Chicago for my conference, that's a right hook. That's an ask. The jab is a give. The right hook is an ask.
Right. If you do it right, and many people do, and probably some people within your own, I'm, I'm not gonna ask you what you've bought, right? But likely you've been exp, you've been exposed to that person so much. By the time they ask for something, you sort of feel like you owe 'em. You're like, yeah, I've learned from this person for the last two weeks, three months, two years.
It's all been coming to me for $0. They've earned your trust. You've paid attention, and you've spent time, their transactions, you had to give up something. It wasn't free. Whitney had to pay attention for a little bit. What? Mm-hmm. A little bit of time. Mm-hmm. Right? But now when they go, Hey, listen, I'm doing a conference.
If you like all this, you are gonna love this two day thing. Right? So you've given them the appetizers. You can continue to just binge appetizers all day long. Whitney's gonna keep cranking out short form content forever. It's always gonna be free. But fewer people I've gotten already from no to like, to trust.
[00:42:18] Jingle: Mm-hmm.
[00:42:18] Jimmy McKay: Those people are the ones that you say, Hey, listen, I'm gonna do a two day thing. If you're one of the few who really wanna learn this thing or become this thing, you come over here and it's 800 bucks asking someone to give you 800 bucks on the first day, it's a bit of a reach. Right? It's kinda like asking a girl to marry you on the first date.
That's a little bit of a reach. It's a red flag, right? But if you, if you drop a funny line, you get their phone number, you ask 'em out for coffee, right? That goes well. You ask them out for dinner, that goes well. A few months later, you meet their friends, meet the parents, and go away for the weekend.
Suddenly the jump between where you are 20 steps in and will you marry me is a shorter, it's a shorter leap. Then first date marriage, the same thing applies for content. The same thing applies for understanding who you are and what you can do for me. So the goal is how do you create so much, Whitney that when I ask you to buy my book or become a client of mine, the jump is so small because I feel like I know her.
[00:43:19] Whitney Owens: Yeah. It's so true. I mean, one of my recent consulting clients was like, yeah, girl, I've been listening to you forever. I've always wanted to work with you. I'm your fan girl. I was like, whoa. All right. Let's sign up.
[00:43:31] Jimmy McKay: Thank you for, thank you for proving my point, but so how, what, what was, I'm, I'm curious, let's, let's double click on this.
What was she looking at listening to following.
[00:43:39] Whitney Owens: The podcast.
[00:43:40] Jimmy McKay: Okay. Yeah. So that's one. So that's one person who maybe only needed to see one reel before they said, okay, I'll, I'll subscribe to this podcast. Right? That's just one step. Let's say they saw five reels, and at the end of every reel that was a half a second blink that said, subscribe to my podcast, and she did it.
She followed, except whatever episode she listened to first of yours, you gave her enough value to say, I'll come back for that one more step, one more date. Eventually she was like, I have this problem. Gosh, who could solve that for me? And she had a lot of options. She could have Googled it. She could have asked friends if they knew anybody who could solve that problem.
But she did know someone. She knew them. She liked them enough and she trusted them. And that's why she called you. So you did that, right? How can you scale that? The only way to do it? Well, not the only way I. I don't wanna be absolutes. One great way to do it is to be able to multiply yourself. And the only, the great way to do that is to create enough content and share it regularly that that person just talked about.
You can find 10 more of those types of people who follow a similar path.
[00:44:54] Whitney Owens: Mm-hmm. And going back to what you were saying earlier, wanting more of Whitney. 'cause you know, I like to think about myself, um, wanting more of Whitney. It's like, oh, well she's actually my ideal person too. I'm not having to listen to all these other con because there are some people that I just don't, I'm not a good fit with, and I'll tell Correct that on the Clarity call.
I'm like, look, I don't think this is gonna go well, but I'm getting more of my ideal people because, wait a second, can I ask you
[00:45:19] Jimmy McKay: this? Mm-hmm. You have a clarity call?
[00:45:20] Whitney Owens: Mm-hmm.
[00:45:21] Jimmy McKay: If you get somebody on that call and you know that they're not gonna be a good fit, do, do you still try to close 'em and sell 'em?
[00:45:28] Whitney Owens: No.
[00:45:28] Jimmy McKay: Why? That's money. Why would you? This is good, but why would you ever turn that away?
[00:45:34] Whitney Owens: Well. I did have someone in school say, do something you love so much. You do it for free. Good. Do so when you get paid to do it. Right. Good. Look, there's plenty of people out there that have money that wanna work with us, me, whatever.
Like I don't wanna waste my time or their time. Stop,
[00:45:49] Jimmy McKay: stop, stop. What did you just say? Waste your time. Yeah. You recognize that we are not a good fit. We're your, the other person was not gonna get the results they wanted. Mm-hmm. Right. They were gonna be sour. They might turn to the internet and tell people.
Whitney's no good. It Whitney's Whitney, that person plus Whitney equals no good. Whitney knew it. That's what the clarity call is for your podcast or a YouTube channel or both. Is an ultimate ongoing, outgoing clarity call. They're getting little tastes. You are weeding people out in a good way long before they ever even get on that clarity call, but that's another step in it.
So yeah, fire those, fire those clients, or never hire those clients that you're like, listen, I've heard what you're looking for. I'm not it like I'm in a good way. Right. My goal is to make money to support myself. I'm recognizing that you are not gonna get what you need. I'd rather spend my time with another client that I know I can get results with and work with them for the next 10 years.
[00:46:50] Jingle: Mm-hmm.
[00:46:51] Jimmy McKay: I'm telling you that content is a great way to do that, long before they ever get a call and Whitney recording one one hour video and doing 50 different things with it. That's scalable. Mm-hmm. Your clarity calls, you only have 40 hours in a week. There's only 40 hours of Whitney that she can do in a week.
That's a great triage that get that makes sure that people who come to that clarity call are a little bit closer to what you're actually looking for.
[00:47:14] Whitney Owens: Yeah. Well, this is great. So you wanna talk about how you help. People with their podcast?
[00:47:21] Jimmy McKay: Yeah. I, I mainly work in healthcare just because I, I find it a, a, a true value in terms of you have great, you have something great to leverage, right?
And obviously I'm a physical therapist, but I help PTs, OTs, speech therapists, MDs, mental health providers. And the goal is I do a clarity call with you, figure out if my level of what my, my style of what I'm doing is going to be a good fit. I listen to your goals. I listen to what you like to do versus not like to do and figure out if we're gonna be a good fit.
I put together the plan for everybody and I ask them to commit. Can you give me this? You keep telling me you want that. Yes. Can you give this? Can you gimme one hour a week? And I will walk you through it. I'm sort of your, your, I'm your Sherpa, I'm your Yoda. I'll hold your hand, but you gotta do the work.
I'm your physical therapist, but you gotta do the pushups. 'cause I want it. I want to get stronger. Okay. I can be there with you on this ride and help you get that, but you have to do the pushups. I will do part of it too. So the nice, the nice part is I don't want Whitney to learn how to edit. I got someone who does that.
That's what they like to do. Another person on my team is really great at graphics. Great. Got that. Don't worry about it. Got it. So you give me one hour and I can give you 50 times that in terms of attention every single week.
[00:48:33] Whitney Owens: That's great. So how does somebody get in touch with you?
[00:48:36] Jimmy McKay: Yeah, the show, the podcast that I produce is called PT Pint Cast.
'cause again, the origin story, that's how I started over a beer. So it's jimmy@ptpintcast.com and, uh, we get into some interesting corners in terms of, uh, the healthcare world and people we, uh, we get to, to help create content and lead more of those ideal cu customers and patients back to those providers.
[00:48:59] Whitney Owens: Great. And if somebody's wanting to schedule like a consult with you for help with their media, what should they do?
[00:49:04] Jimmy McKay: Yeah, shoot me an email and we'll set it up and we'll, we'll, we'll have a, uh, it's an evaluation. It should feel like a first evaluation. If it, if it feels a lot like a first PT evaluation, a physical therapist evaluation, that's because those things are very, very closely linked.
We'll wanna learn your goals, wanna look what you're comfortable, what you haven't tried before, but hasn't worked. And the goal is to make sure, uh, we like to say we make good work well known.
[00:49:25] Whitney Owens: Good. And it's jimmy@ptpintcast.com,
[00:49:28] Jingle: correct? That's correct.
[00:49:29] Whitney Owens: Awesome. Well, this has been fun. I love it and I'm really looking forward to listening to it.
Again, sometimes, I don't know if you do this with your podcast, do you like, here's a couple, and then you think, I look forward to listening to that when it comes out.
[00:49:41] Jimmy McKay: Listen, uh, thanks for having me. It's a little bit different being on this side of the, uh, on this side of the mic as the guest, but I hope it did all right.
[00:49:47] Whitney Owens: Well, you did awesome. Thank you for coming on the show.
[00:49:52] Jingle: So click on follow and leave a review and keep on loving this work we do with Whitney Owens and Wise Practice Podcast, Whitney Owens and Wise Practice Podcast.
[00:50:11] Whitney Owens: Special thanks to Marty Altman for the music in this podcast. The Wise Practice Podcast is part of the Site Craft Podcast Network. A collaboration of independent podcasters focused on helping people live more meaningful and productive lives.
To learn more about the other amazing podcasts in the network, head on over to site craft network.com. The Wise Practice podcast represents the opinions of Whitney Owens and her guests. This podcast is for educational purposes only, and the content should not be taken as legal advice. If you have legal questions, please consult an attorney.
