Jerry Ashton co-founded non-profit RIP Medical Debt espousing ideals from Occupy Wall Street to retire medical debt. We will hear a wise content story on how that non-profit soared after John Oliver retired $15 million in debt on his HBO show. RIP Medical Debt now is a $50M non-profit and has retired over $3B in debt. We will learn how he leveraged a signature content event to build his success.
In the premiere of Wise Content Creates Wealth host Joseph McElroy introduces both himself and his guest, Jerry Ashton, co-founder of the non-profit RIP Medical Debt. Joseph explains “Wise Content”, a term that he coined that means a piece of content or content process that launches careers, builds financial wealth and much more. Joseph goes into examples of Wise Content, including the film Reefer Madness being repurposed by New Line Cinema, and the use of Twitter to make a mother’s day promotion for a website go viral. Jerry goes into his history relating to Wise Content.
Jerry explains the benefit of failing forward, that it's necessary to gain experience and wisdom in one’s field. Jerry also begins to explain his non-profit charity RIP Medical Debt, and how similar to how New Line Cinema repurposed Reefer Madness, Jerry adapted the ideals from Occupy Wallstreet to create RIP Medical Debt. Jerry explains how he believes that you should grow where you are planted, and that you can use where you are now to benefit you in business. How because of his prior experience in debt collecting, he was able to create a successful debt forgiveness organization.
Joseph and Jerry discuss the seeds that grow into viral opportunities that are Wise Content. Jerry explains the process of writing his book, and how because it was a mix of both content and cause, the book was able to successfully create a piece of Wise Content that spread the education on the topic. The two also explain the necessity of touching upon emotional connection with the intended audience for the content, as well as having the message of your content being important to the audience to be successful Wise Content.
Jerry explains a viral event that occurred on the John Oliver Show, and how that led to the dramatic growth of RIP Medical Debt, and the aftermath following the growth. Jerry then explains his process of spreading the message of RIP Medical Debt through finding and contacting people who have made a social impact by changing their minds on Medical Debt to interview them, to help spread the message behind RIP Medical Debt and reach more people who would need convincing on the subject. Joseph discusses his company, as well as explains his techniques behind creating Wise Content.
00:00:45.060 --> 00:01:02.160 Joseph McElroy: Hi this is Joseph McIlroy thank you for joining us on this week's episode of wise content creates well you've heard the content is king. Well, why is content rules the world because it understands the needs of its time and uses the tools of those times to make things have
00:01:03.270 --> 00:01:07.710 Joseph McElroy: This past podcast is about understanding how you can make wise content.
00:01:09.300 --> 00:01:19.080 Joseph McElroy: I am like I said I'm Joseph Franklin McElroy and I'm a marketing technology expert who's built multi million dollar companies and I'm also award winning content producer.
00:01:20.040 --> 00:01:28.770 Joseph McElroy: Be sure to go to wise content creates wealth com to sign up for my newsletter and get access to the resources to help you produce wise content.
00:01:29.970 --> 00:01:34.920 Joseph McElroy: Now, today I'm going to since this is the first episode I'm going to introduce you a little bit to
00:01:36.060 --> 00:01:48.120 Joseph McElroy: Wise content and give you examples. Then we're gonna I'm gonna introduce my good friend, Jerry Ashton, who's had a lot of wise content episodes and successes in his life. Most recently,
00:01:48.900 --> 00:01:56.430 Joseph McElroy: The rest in peace. Peace medical debt, which got $50 million in donations recently.
00:01:57.390 --> 00:02:04.860 Joseph McElroy: And then he's got some new things that he's doing. So we'll be talking about that. And then the end of the show. I'll try to give you some practical advice on
00:02:05.490 --> 00:02:15.540 Joseph McElroy: You know resources that you can use to help further your journey along building your wealth and opportunities from the content that you produce
00:02:16.200 --> 00:02:25.020 Joseph McElroy: So what is wise content. Well, it's a it's a term I actually coined. And I've been using it for in our business for a little while.
00:02:25.440 --> 00:02:38.490 Joseph McElroy: And we conceptualize it as a piece of content or content process that launches careers creates empires gets man to the moon popularizing New World Religions and builds financial well
00:02:39.000 --> 00:02:54.780 Joseph McElroy: A good example is JFK did a speech about going to the moon and six years later, like six years later man was on the moon. And of course, you've seen viral videos and things like that. It means immediately launch people into the stratosphere of influencers
00:02:56.520 --> 00:03:11.220 Joseph McElroy: So how do you create it is really the exploration here, you know, understanding what it is and then how can you go about creating it because a lot of them have been accidental flashes in the pan or
00:03:12.120 --> 00:03:22.530 Joseph McElroy: Have you know over time unexpectedly produce the results. But, you know, we live in an age of data and artificial intelligence and behavioral science and
00:03:23.430 --> 00:03:35.310 Joseph McElroy: Many, many tools to help you make content into a more productive enterprise for your company that's why things have come into existence like content marketing, search engine optimization
00:03:36.450 --> 00:03:41.970 Joseph McElroy: Behavioral targeting all these these these, you know, big tech kind of
00:03:44.640 --> 00:04:00.150 Joseph McElroy: Processes are producing content that are making companies very wealthy, but you can take advantage of those as well, even for a small startup. You can do things that will make you successful with your content. So I'm gonna give you some examples.
00:04:02.310 --> 00:04:14.550 Joseph McElroy: Let's start with something to happen you know that started out in the 1930s, there was a cult movie called Reefer Madness. That was actually created in as an educational film in the 30s.
00:04:15.750 --> 00:04:30.150 Joseph McElroy: That was to to to warrant teenagers away from the dangers of marijuana and it stuck around in some forms over you know 3040 years until in the 70s.
00:04:30.750 --> 00:04:37.170 Joseph McElroy: It started getting passed around again is satire and it really hit a chord with that generation.
00:04:37.860 --> 00:04:56.250 Joseph McElroy: To, to make them laugh and it got and it became one of the first of sort of viral videos and got passed around and shown to such extent that the company that was putting it out there and doing it became a successful company. And today you know that company is New Line Cinema.
00:04:57.330 --> 00:05:12.780 Joseph McElroy: Alright, so, you know, it got started from something that have been around for a long time, found a new repurposed it for new new us at a new audience and boom, it blew up. That's the secret of wise content. Sometimes it's as simple as taking
00:05:13.620 --> 00:05:20.850 Joseph McElroy: Content that you already have and realizing that there's a better way to target it in a better way to use it in a different audience.
00:05:21.960 --> 00:05:33.720 Joseph McElroy: Reminds me of a story in the marketing space where there was a company in Canada. That was selling cigarettes cereal cigarette cereal that on the box. It was a picture of square like checks like
00:05:34.590 --> 00:05:42.450 Joseph McElroy: Cereal. It was square and it was like the biggest seller in Canada of cereal, but they wanted to figure out how they can make this
00:05:42.630 --> 00:06:00.270 Joseph McElroy: Serial sell more without about changing the taste making different versions, you know, all those sort of things, but they had an intern come in and just make a new box and on the box, all the intern did was turn the Syria on its corner so that it was that it was it was a it was a diamond.
00:06:01.680 --> 00:06:10.350 Joseph McElroy: This serial increased sales dramatically just changing the box, people thought it was a new new cereal or they thought it was just cool or the way it was.
00:06:10.740 --> 00:06:15.990 Joseph McElroy: That content change created a dramatic increase in the sales of that cereal.
00:06:16.560 --> 00:06:28.830 Joseph McElroy: That is, again, you know, understanding what the needs of your time is that the intern was obviously Young had a different outlook and knew what people you know people eating cereal would want and made something successful happen.
00:06:30.630 --> 00:06:41.940 Joseph McElroy: Other some of my personal experience I had a client called layla.com and they were wanting to sell clothing and other things to
00:06:42.510 --> 00:06:51.360 Joseph McElroy: women and mothers. All right. And they had a behavioral algorithm that would supposedly match people up to the things they wanted. They need to get
00:06:51.660 --> 00:07:07.500 Joseph McElroy: Get, get out there and get awareness in the in the space. So they hired us to do search engine optimization and also social media. Well, at one point they decided they needed to do a Mother's Day promotion and they wanted to get people to sign up to get something free
00:07:08.640 --> 00:07:16.440 Joseph McElroy: And so they asked us to figure out how to do it. Well, we did some research and we went through the analysis of what
00:07:17.250 --> 00:07:23.190 Joseph McElroy: mothers were wanting and we found that mothers were looking for free things a lot
00:07:23.640 --> 00:07:32.010 Joseph McElroy: And so we thought our free promotion would be great. And then we had to figure out how to with very little money, get it gone in a wide scale so
00:07:32.430 --> 00:07:42.390 Joseph McElroy: We decided to use social media. We did a little research and found that during a certain time period of the day. Most mothers were online looking at their social media and we also found
00:07:42.720 --> 00:07:54.090 Joseph McElroy: That there is these about to these free sites that would copy each other and automatically and offer the same promotions over and over again. So we strategically did it, tweet.
00:07:54.450 --> 00:08:08.730 Joseph McElroy: At during that time period that got picked up by the free these free offer sites that replicated it on and on and on. And within two hours. Two hours we got 50,000 people to sign up
00:08:09.180 --> 00:08:22.050 Joseph McElroy: That's why is content that is what you want to have happen with your content. It's a combination of understanding what people want, having the data to make decisions and actually being able to produce the content that they will desire.
00:08:23.820 --> 00:08:35.400 Joseph McElroy: More stories. I did a I did a performance art piece online I you know I was a I was a technical guy but I started playing with some things that are the performance arts piece place.
00:08:35.790 --> 00:08:42.630 Joseph McElroy: And while I was not an artist. I was, you know, I was investigating the whole art scene and doing some things so
00:08:43.200 --> 00:08:55.140 Joseph McElroy: About 2000 2001 I started doing these online little funny videos and I got to understand the channels that artists were using online to promote their, their put their put
00:08:55.590 --> 00:09:03.330 Joseph McElroy: Their pieces up. I got to understand the kinds of things that people are enjoying and so I made a sort of a funny little performance art piece and I put it up there.
00:09:03.630 --> 00:09:18.240 Joseph McElroy: After a series of doing many of these and this one hit. And it went viral. And all of a sudden, I was in museums. I was in shows all over the world. I had people coming studying me on how I did things and I had to fake like I'm an artist.
00:09:19.500 --> 00:09:33.360 Joseph McElroy: Now I then took that from that skills and those things that I really, you know, applied it a little bit more. And, you know, actually have a cyber side hustle as an artist. So I'm a content producer. So, you know, we can create wealth with
00:09:33.960 --> 00:09:46.740 Joseph McElroy: With wise content you can create reputations. You can create opportunities, you can create signups again it's understanding that we live in a viral age and you can take this to a huge scale.
00:09:48.630 --> 00:10:01.890 Joseph McElroy: So now quickly. Let's move on. And this is my first podcast. So I'm a maybe not as smooth as it should be. But I have a good friend. His name is Jerry Ashton, back in the day.
00:10:02.460 --> 00:10:10.890 Joseph McElroy: Me and him partnered on creating trying to create something called American Indian TV and I'll let him tell you a little bit about that. But currently, he's the
00:10:11.640 --> 00:10:23.070 Joseph McElroy: He's the co founder and chairman of rest in peace medical debt that and he's launching something new, which we're going to talk about later. Hello, Jerry. How are you doing,
00:10:23.670 --> 00:10:29.460 Jerry Ashton: I'm doing just fine. And thank you so much for the invitation to your very first inaugural show
00:10:30.330 --> 00:10:37.140 Joseph McElroy: Thank you for being here. We've been around a little bit. I'm glad I'm glad you're having great success here lately.
00:10:38.430 --> 00:10:40.230 Jerry Ashton: Yes, I've been very fortunate
00:10:41.880 --> 00:10:48.510 Jerry Ashton: I want, I want to dispute. One thing that you said, however, and that is your artist and your artistry and fake it till you make it
00:10:48.870 --> 00:10:54.660 Jerry Ashton: Yeah. Behind me happens to be three pieces of art that I purchased from you years
00:10:54.660 --> 00:10:55.200 Ago.
00:10:58.500 --> 00:10:59.850 Joseph McElroy: To be a little bit humble about it.
00:11:01.380 --> 00:11:02.790 Jerry Ashton: And you you are in
00:11:03.870 --> 00:11:09.780 Jerry Ashton: I'm, by the way, I'm a bill collector by training. So I've kind of shorten that to collector
00:11:10.080 --> 00:11:10.950 Joseph McElroy: Guess that's more
00:11:11.430 --> 00:11:12.540 Jerry Ashton: Much more, you know,
00:11:12.570 --> 00:11:14.040 Joseph McElroy: Glorious three is a
00:11:14.070 --> 00:11:19.290 Jerry Ashton: Collector of your art has been one of the pleasures in my life, collecting use a print a second to them.
00:11:19.500 --> 00:11:22.500 Joseph McElroy: You're a great friend selected, I can attest to that. Yes.
00:11:23.520 --> 00:11:28.020 Joseph McElroy: He's done how house out in the Hamptons with a beautiful pool and go out there that was like yeah
00:11:28.500 --> 00:11:28.830 Joseph McElroy: That was
00:11:29.580 --> 00:11:30.600 Joseph McElroy: That's what I kept it around.
00:11:33.450 --> 00:11:35.760 Jerry Ashton: So you want it. Why am I here.
00:11:37.410 --> 00:11:46.620 Joseph McElroy: Why don't you, why don't you just give a little bit of your history. I think you have an interesting my history. So, you know, and tell people where maybe content alone that way helps. Yeah, right.
00:11:46.950 --> 00:11:54.720 Jerry Ashton: Well, I can absolutely do that. And by the way, we're coming close to one of your brakes off sort of give you a hint of what that's going to be about
00:11:55.140 --> 00:11:55.620 Joseph McElroy: All right.
00:11:55.800 --> 00:12:08.670 Jerry Ashton: Then after the break. We'll be able to go into further to the theme. Number one, you're talking about the Word, Wisdom. Yes. I hate to tell you this but wisdom is gained only by experience, which isn't always a lot of fun.
00:12:09.180 --> 00:12:10.680 Joseph McElroy: I get that. Yes.
00:12:10.740 --> 00:12:17.310 Jerry Ashton: Yes, that I mean for everything that you're doing great. It took about five things you didn't do so great to be able to arrive at that point.
00:12:17.970 --> 00:12:24.840 Joseph McElroy: Yeah, that will my art thing that the art thing that I did. I was talking about, you know, I had done many pieces. Before that. Before this one hit.
00:12:25.410 --> 00:12:37.500 Joseph McElroy: You know the so it's it's exactly true. There's all the have 10 years of work going into producing that but, you know, people can use data and other people's wisdom to shortcut. The process.
00:12:38.310 --> 00:12:43.680 Jerry Ashton: And what you're talking about is it takes 10 years to become an overnight success.
00:12:46.230 --> 00:12:47.430 Joseph McElroy: Sometimes 40 years
00:12:50.310 --> 00:12:53.160 Jerry Ashton: So I'll elaborate on that when we get back from our break
00:12:53.400 --> 00:12:54.300 Joseph McElroy: Alright, sounds good.
00:15:08.010 --> 00:15:24.540 Joseph McElroy: Hey, welcome back. This is Joseph McElroy though what wise content creates well Podcast. I'm here with my friend. And why is entrepreneur Jerry Ashton, who's going to talk to us a little bit about further about wisdom and wise content.
00:15:25.920 --> 00:15:26.370 And
00:15:27.420 --> 00:15:28.200 Jerry Ashton: Let's say that
00:15:29.430 --> 00:15:37.380 Jerry Ashton: The purpose of your series as you're going to be doing here, obviously, is to help people make more money to create wealth.
00:15:38.520 --> 00:15:50.370 Jerry Ashton: And that's why you go into business, presumably, is that you're going to add wealth, you're going to be able to improve your life, your family's life, etc. And I don't have to tell you how many entrepreneurs fail.
00:15:51.180 --> 00:15:51.720 Joseph McElroy: Um,
00:15:51.900 --> 00:16:04.470 Jerry Ashton: You know, that's part of that educational process that I told you about. So I'm happy to serve as the best example for you as someone who did that and also to say here's the benefit of failing forward.
00:16:05.100 --> 00:16:06.240 Joseph McElroy: Oh, good. Okay.
00:16:06.630 --> 00:16:20.400 Jerry Ashton: So you talked about how new line seminar cinema took this idea and reformed it rethought it and you also talked. I think about the the
00:16:22.050 --> 00:16:22.380 Jerry Ashton: What
00:16:23.910 --> 00:16:24.480 Joseph McElroy: Layla.
00:16:25.020 --> 00:16:32.190 Jerry Ashton: Which one Layla okay and and and you were rethinking how to do something like that and approaching it differently.
00:16:32.880 --> 00:16:44.220 Jerry Ashton: That wouldn't have happened if you didn't have experience on top of your enthusiasm, when I when my company CFO advisors back then first brought you on board.
00:16:45.060 --> 00:16:55.410 Jerry Ashton: To help us with SEO and things like that you were even then you were considered top of the line. And I won't even talk about how many years ago that was but
00:16:55.740 --> 00:17:10.590 Jerry Ashton: Imagine imagine the amount of progress that must be in your world. Now, once again, and I know you and I know myself. It's always based on sometimes one step forward and two steps back. Well, let me
00:17:10.890 --> 00:17:25.500 Joseph McElroy: What do you think a young entrepreneur to do doesn't have our world experience do to take get the get wisdom enough to create some content that will go viral because, you know, we know that, do you think there's resources out there.
00:17:26.550 --> 00:17:39.840 Jerry Ashton: I think that the best thing that anybody can do is first of all, not know it all. Yes, that's a good start. The second thing is to locate those people who do not know it all. But know enough
00:17:40.650 --> 00:17:41.070 Joseph McElroy: Right.
00:17:41.220 --> 00:18:01.860 Jerry Ashton: That they will be able to further whatever it is that you want to do. Now I'm going to give you some brief history of Jerry Ashton and the charity I co created called our IP medical debt or IP medical debt is a 501 c three nonprofit started in 2014
00:18:02.940 --> 00:18:13.920 Jerry Ashton: Fast forward to 2021 at the end of 2020 our charity had born in enough money to be able to buy and abolish
00:18:15.570 --> 00:18:18.060 Jerry Ashton: $3 billion worth of medicals down
00:18:18.480 --> 00:18:19.170 Joseph McElroy: As they grow.
00:18:19.710 --> 00:18:24.420 Jerry Ashton: $3 billion of a couple million people were positively affected by
00:18:25.560 --> 00:18:28.770 Jerry Ashton: This thing that I created called rip medical debt.
00:18:31.200 --> 00:18:36.360 Jerry Ashton: Now this rip medical debt itself wasn't my idea.
00:18:37.980 --> 00:18:43.890 Jerry Ashton: I simply repackaged an idea that I picked up in Occupy Wall Street, of all places.
00:18:45.210 --> 00:19:04.050 Jerry Ashton: When Occupy Wall Street came about and that's only a few subway stops from where I live in New York City. I went down to find out what all the noise was about and I began to resonate with the message they got bailed out. We got sold out 99% 1%
00:19:05.340 --> 00:19:23.160 Jerry Ashton: In other words, the, the inequities that exist 10 years from 10 years ago that are still going on right now, but the inequity that touched me most was their interest in medical debt. Now I'm a bill collector and I work for medical providers in collecting money for them.
00:19:24.540 --> 00:19:28.830 Jerry Ashton: So here I am. I'm an Occupy Wall Street and they're complaining about the fact that
00:19:30.090 --> 00:19:41.370 Jerry Ashton: Not that there's medical debt, but the fact that it even exists. How can a civilized society allow its citizens to go bankrupt. Just because I got sick or they got hurt.
00:19:41.850 --> 00:19:45.300 Jerry Ashton: Right, yeah. So I heard that and I listened to them.
00:19:46.920 --> 00:20:01.650 Jerry Ashton: I started rethinking things and which is going to be later on the show. I'll tell you this new venture mind called let's rethink this.com in which I'm taking the idea of rethinking just like you do, and putting it to work.
00:20:02.610 --> 00:20:09.780 Joseph McElroy: Well, I think, I think that's a think that's an incredible yeah it's an insight into wise content is is that even
00:20:10.110 --> 00:20:17.190 Joseph McElroy: Somebody that doesn't have a lot of experience if they go into a situation where people are talking about problems they have
00:20:17.610 --> 00:20:27.300 Joseph McElroy: And and they don't have solutions. Even the young, the most you know neophyte like that intern at that
00:20:27.750 --> 00:20:38.820 Joseph McElroy: That Canadian cereal company can use their culture awareness to understand that, hey, people are doing this thing there. Maybe they're using Tick tock, Now,
00:20:39.060 --> 00:20:51.030 Joseph McElroy: Or something, and then, you know, and there could be a solution that would you use that. So even, even at that level. But that's, you know, that reading concept is a part of wise content well
00:20:51.060 --> 00:21:03.990 Jerry Ashton: That's so very true, because I want you to know viewers listeners and where you are right now is where you're supposed to be. And I've always been of a mind that grow where you're planted.
00:21:05.130 --> 00:21:13.800 Jerry Ashton: I must be some reason you have this particular skill. This particular talent that you're attempting to express through business and sometimes about the ways
00:21:15.000 --> 00:21:15.420 Jerry Ashton: So,
00:21:16.500 --> 00:21:16.980 Jerry Ashton: Just me.
00:21:18.330 --> 00:21:23.940 Jerry Ashton: So take advantage of that means, then you better get aware about certain things.
00:21:25.020 --> 00:21:36.540 Jerry Ashton: Maybe it being too focused on your answer isn't really helping you be the answer to somebody else and where the real need is so I certainly
00:21:37.080 --> 00:21:48.810 Jerry Ashton: did very well for myself as a collection intervention specialist someone who had Johnson. Johnson his clients can that newspapers, helping them bring their money back.
00:21:49.530 --> 00:22:06.330 Jerry Ashton: And now I'm in a world of charity, in which, as I point out, and let's rethink this I walked into Occupy Wall Street. Wall Street as a debt collector. I walked out of Occupy Wall Street as a debt forgiveness.
00:22:06.960 --> 00:22:09.660 Joseph McElroy: Wow, that was so you created the first
00:22:11.220 --> 00:22:16.320 Joseph McElroy: Iteration of this nonprofit while in Occupy Wall Street and they did some of this right
00:22:16.680 --> 00:22:17.460 Jerry Ashton: Yes, that's correct.
00:22:18.900 --> 00:22:19.200 Joseph McElroy: Cool.
00:22:19.590 --> 00:22:25.020 Jerry Ashton: The way it happened is that I resonated with the work that was being done by a special group there.
00:22:26.340 --> 00:22:37.650 Jerry Ashton: And serve to be able to be of assistance consulting back office, that type of thing. And then when Occupy Wall Street began to dissipate being chased out of Zuccotti Park.
00:22:40.170 --> 00:22:49.560 Jerry Ashton: It was pretty obvious that they were not going to maintain that interest or that activity. So I reached out to a partner of mine, someone you know as well. Craig Antico
00:22:50.430 --> 00:23:02.520 Jerry Ashton: In the collections industry. I said, we can't let this happen, we need to is too good, an idea to take medical debt off of people's backs, who can neither neither afford it. Normal ever pay up.
00:23:03.120 --> 00:23:23.970 Jerry Ashton: So when we created that charity. We had what we learned we learned about debt we knew about that. We also knew about software we knew about medical debt markets, but this new idea of approaching it from the point of view of forgiving it. That was just a little different from our programming.
00:23:24.180 --> 00:23:30.570 Joseph McElroy: It was kind of weird. At the time I remember that is like that he was actually sounded almost a little nutty.
00:23:32.880 --> 00:23:34.350 Jerry Ashton: Thank you for the compliment and it's
00:23:35.880 --> 00:23:48.390 Jerry Ashton: very fitting. I mean, like, here I am like Craig's wife at one point, she says, him and we're going broke trying to start this charity and she says, Why are we going into debt getting other people out of debt.
00:23:50.910 --> 00:23:57.060 Jerry Ashton: This questions like that are very annoying but you know they point out what the hell are we doing here.
00:23:57.480 --> 00:24:05.700 Jerry Ashton: So in our case, we were lucky and we're going to talk about this for your entrepreneurs out there what it takes to create a successful organization.
00:24:06.450 --> 00:24:21.900 Jerry Ashton: No one cannot. No one would ever say that a charity that abolished $3 billion or with a medical debt or a couple million people was anything other than a success, but to crown and off this last year we were given a grant
00:24:23.430 --> 00:24:35.610 Jerry Ashton: A $50 million to abolish more medical, dental, regrettably, I retired by that time and my Swiss bank account was closed so I wasn't able to take advantage of any of them.
00:24:36.780 --> 00:24:41.220 Joseph McElroy: On the board and you're still successful and have that success on your on your
00:24:41.430 --> 00:24:42.840 Jerry Ashton: Resume that's, that's right.
00:24:42.990 --> 00:24:54.330 Joseph McElroy: Now you know the story of how that came about. You told me, and I think it's incredible. You know, start with the fact that you were the first two years. You guys didn't do anything. But then you had a book.
00:24:55.440 --> 00:25:02.880 Jerry Ashton: That is correct. We created a book muscle. And that's going to be part of this rest of this conversation is awareness.
00:25:03.600 --> 00:25:15.210 Jerry Ashton: If people don't know about you, they can't do anything about you. So, how to get awareness, just like what you do for people get them awareness so awareness is the first thing.
00:25:16.230 --> 00:25:16.980 That is
00:25:18.360 --> 00:25:22.080 Jerry Ashton: Once you've got a product or service, assuming it's good and it's workable.
00:25:23.670 --> 00:25:24.270 Jerry Ashton: So what
00:25:25.650 --> 00:25:26.940 Jerry Ashton: If nobody knows about it.
00:25:27.270 --> 00:25:36.510 Jerry Ashton: Yeah, they're not going to invest in you. They're not going to employ you then I go to use you. Then I come to your fans partners donors who knows
00:25:37.080 --> 00:25:42.210 Jerry Ashton: So awareness is the first thing. And in our case, since I had a background as a Navy journalist.
00:25:42.690 --> 00:26:00.810 Jerry Ashton: I knew we needed to have a calling card for our IP medical Dan. So my partner and I, at that time, Robert golf former director of the university physicians network in New York City. He and I decided to write a book called the patient, the doctor and the bill collector
00:26:02.610 --> 00:26:11.550 Jerry Ashton: The unholy trinity that exists in America and only in America where doctors cause you more pain by Bill you than they do by fixing you
00:26:13.170 --> 00:26:14.400 Jerry Ashton: So when you wrote
00:26:14.790 --> 00:26:24.780 Jerry Ashton: Somebody wrote that book and was primarily written for us. Anybody knows publishing knows that it's vanity press you know you're not going to be new york times
00:26:25.950 --> 00:26:41.880 Jerry Ashton: Until my next book. New York Times material. So, the function of that book is to make people aware of you to give you some credibility. It's part of your pedigree. And you might say something intelligent within the covers, as well. So that's pretty important.
00:26:42.930 --> 00:26:50.040 Joseph McElroy: I think the idea of seed content. Content that sets the stage for what comes later is incredibly important. Right.
00:26:50.340 --> 00:27:06.600 Joseph McElroy: Even if it's a content that's not going to be viral the one, it's not going to be you have to start building sometimes a credibility, you have to build, you know, the precursors that make it make sense that you've introduced this other thing, right, or or that seems
00:27:07.830 --> 00:27:13.860 Joseph McElroy: Like you said that seed content gets finds a place to take root and then blossom. So, which
00:27:14.010 --> 00:27:19.290 Jerry Ashton: Is right and if your job is to make sure that you put something in the mail.
00:27:20.100 --> 00:27:20.970 Jerry Ashton: Yeah, no.
00:27:21.330 --> 00:27:22.140 Joseph McElroy: Or the email.
00:27:23.910 --> 00:27:33.660 Jerry Ashton: Or website, or in this case on the desk of somebody who will look at that book and cause you to become viral
00:27:34.050 --> 00:27:34.650 Yes.
00:27:36.090 --> 00:27:42.300 Joseph McElroy: Yeah, all right. And that's I think the, the most important thing that we can talk about next.
00:27:43.710 --> 00:27:55.980 Joseph McElroy: When you come back, we're going to find out where this seed landed and how that propelled recipes medical debt into the next level. I made a huge success, it is today.
00:27:57.600 --> 00:28:02.190 Jerry Ashton: Thank you, Joseph, and it is a thriller. So stay tuned.
00:30:23.400 --> 00:30:37.470 Joseph McElroy: Hi this is Joseph Franklin McElroy host of wise content creates wealth. I'm here with my good friend, Jerry Ashton and we were just talking about the seeds that grow into viral opportunities.
00:30:38.190 --> 00:30:47.610 Joseph McElroy: Before we get in that Jerry No, I thought one of the things that, you know, not too long. But how do you go about creating the content and
00:30:49.230 --> 00:30:59.610 Joseph McElroy: Vanity book because I'm thinking about doing myself and it's something I've never done. So, you know, if you want to give me a minute or two. Some overview of that, that'd be great help. I think
00:31:00.300 --> 00:31:06.210 Jerry Ashton: Thank you. I'll tell you what works for me and maybe it will translate to your work to
00:31:07.320 --> 00:31:08.520 Jerry Ashton: Me if you're going to write a book.
00:31:11.790 --> 00:31:13.920 Jerry Ashton: It can't just be content oriented.
00:31:15.360 --> 00:31:29.340 Jerry Ashton: How to how to do this, how to do that, that's well and good, but you can google the hell out of things and you don't have to buy a book to know how to do certain things. So in my case, the book called
00:31:30.480 --> 00:31:48.810 Jerry Ashton: Patient doctor in the bill collector. He was really more of a cause, as well as content because my cause or my mission is to make people aware of a problem. And we're solutions. What to do about the problem. So when I wrote the book.
00:31:49.950 --> 00:32:07.650 Jerry Ashton: Co wrote the book patient doctrine and bill collector. We share chapters, he would do a chapter and I would do a chapter and each of us would do a chapter that addressed a particular subject now obviously in one of my chapters was a piece on what to do when the bill collector calls
00:32:08.730 --> 00:32:25.260 Jerry Ashton: How, what do you say, how do you respond to that summons and complaint, how do you, how do you handle this world of the the leg breakers. So that is called How to the important thing was the education. I was providing
00:32:26.310 --> 00:32:27.570 Jerry Ashton: About the overall
00:32:29.250 --> 00:32:41.100 Jerry Ashton: purpose behind, not only the fact that debt exists and why it exists and how it exists, but how to change that world. And you can only change it.
00:32:41.550 --> 00:32:49.620 Jerry Ashton: First of all, by becoming aware of it, just like we're talking about wearing us now. And then it's being so touched by something
00:32:50.220 --> 00:33:02.460 Jerry Ashton: That you're required to educate yourself further in it and it's my education translated into action that causes things to happen. So the book was action oriented, you should do this. And you can do that.
00:33:03.330 --> 00:33:13.800 Jerry Ashton: The second one of the other chapters address the fact that he and I, and Greg Antico this Robert golf I and Craig Antico had in mind and created
00:33:14.880 --> 00:33:16.230 Jerry Ashton: Our IP medical debt.
00:33:17.490 --> 00:33:27.870 Jerry Ashton: And that we were addressing the problem of medical debt and we didn't know where it was going to go. We didn't know how many people would be aware of us.
00:33:30.930 --> 00:33:32.490 Jerry Ashton: Were of us or take advantage of us.
00:33:34.080 --> 00:33:41.550 Jerry Ashton: But I said, this is what we do. We go out, we take $1 and we buy $100 of medical data and we forgive it
00:33:42.660 --> 00:33:57.870 Jerry Ashton: And this is our website and we sure hope it succeeds, and that was the. That was the essence of that chapter. So Robert golf gifted that book, too. Sorry.
00:34:00.300 --> 00:34:06.750 Jerry Ashton: Sorry about that. Robert golf gifted that book to his attorney in New York City.
00:34:08.550 --> 00:34:10.650 Jerry Ashton: And the attorney in New York City.
00:34:12.210 --> 00:34:19.830 Jerry Ashton: Was sitting at her desk one day and a call came in from last week tonight with john oliver the HBO program.
00:34:21.180 --> 00:34:34.620 Jerry Ashton: And they were calling her because they were calling around the city, trying to find attorneys or the legal background that would give them permission to do something unbelievable, and that was to forgive dead on. JOHN OLIVER show
00:34:36.690 --> 00:34:47.970 Jerry Ashton: And she says, no, you can't do that. No, you can do that. Have you ever heard of HIPAA, blah, blah, blah. But she says, however, and she has our book on her desk.
00:34:49.980 --> 00:34:53.400 Jerry Ashton: Ever. These are the people you might want to talk to
00:34:54.660 --> 00:34:56.460 Jerry Ashton: So we got a call from
00:34:56.490 --> 00:35:11.280 Jerry Ashton: HBO from their offices. We were invited down to HBO and Craig and I, we sat around the table with the producer and the lawyers and the this and that and we said, what are you trying to do. And they said, well, we bought $50 million for the dent.
00:35:12.570 --> 00:35:25.350 Jerry Ashton: In Texas, and we want to use it to make a point and a comedy point as well about how bad debt collectors and. NET buyers are and how we're going to own Oprah Oprah.
00:35:27.810 --> 00:35:32.610 Jerry Ashton: You know Oprah gave away $7 million with the cars. We're going to give away $15 million with a death.
00:35:34.350 --> 00:35:36.840 Jerry Ashton: And I said, Well, we said
00:35:38.040 --> 00:35:49.680 Jerry Ashton: Obviously you can't do that without being a 501 C three only a 501 C three can forgive do any form of forgiveness, but no tax consequences to the recipient.
00:35:50.850 --> 00:36:01.350 Jerry Ashton: Otherwise you would be subjecting to these $15 million worth of debt to these people to a bill that has to be paid. So we're equipped to pay that
00:36:02.130 --> 00:36:11.730 Jerry Ashton: And by the way, we were able to pay that because we re engineered our collection software. So instead of sending out collection letters that were sent out and forgiveness letters.
00:36:13.680 --> 00:36:32.400 Jerry Ashton: So they said, Okay. Tell us more. And every question they had we had an answer. Essentially they they donated the debt to us which cost them $60,000 they then donate it to us enough money to cover the cost of sending out the letters and doing the programming and
00:36:33.600 --> 00:36:40.350 Jerry Ashton: We said and and they're going to feature that they're going to do this on the show. And I said, you know, be nice if you mentioned us
00:36:42.240 --> 00:36:43.740 Jerry Ashton: And they said, That's not what we do.
00:36:45.510 --> 00:36:52.770 Jerry Ashton: And we said, well, it would be nice, you know, we're here to serve you. We're here to be of help.
00:36:53.820 --> 00:36:54.600 Jerry Ashton: It would be nice.
00:36:55.650 --> 00:36:57.390 Jerry Ashton: And that was it. So,
00:37:00.570 --> 00:37:06.540 Jerry Ashton: So the night that the TV show was being shown as about two and a half, three year and a half years ago.
00:37:09.300 --> 00:37:12.510 Jerry Ashton: My wife and I are sitting in our living room in New York City.
00:37:13.770 --> 00:37:17.850 Jerry Ashton: WAITING FOR JOHN OLIVER to come on. We have a split of champagne between us.
00:37:19.290 --> 00:37:26.340 Jerry Ashton: And the idea is if he mentions or IP medical debt we pop the cork and we'd celebrate
00:37:27.540 --> 00:37:47.370 Jerry Ashton: So it's a 30 minute show and for the verse 25 minutes. He's lambasted the questions, industry and everything else. And finally gets to the point of unveiling this wonderful gift of heels and sure enough, while he does that, above his shoulder appears our logo.
00:37:47.940 --> 00:37:51.480 Jerry Ashton: Right rip medical debt, I invite people to go to
00:37:52.530 --> 00:37:57.480 Jerry Ashton: To Google or to go to YouTube that video is there.
00:37:58.020 --> 00:37:59.040 Joseph McElroy: All right, or
00:37:59.430 --> 00:38:07.560 Jerry Ashton: That comes up and he says we're doing. We're donating this to rip medical down so that people will not be consequence you know tax.
00:38:08.550 --> 00:38:13.470 Jerry Ashton: Free yeah my that and or website crashes.
00:38:16.110 --> 00:38:24.780 Jerry Ashton: And it was because just that logo. And just the fact that we abolish medicals down some of the people, lean forward. Was this
00:38:25.590 --> 00:38:25.950 Joseph McElroy: I mean,
00:38:27.420 --> 00:38:29.400 Joseph McElroy: Everybody wanted a piece of the action right
00:38:30.660 --> 00:38:31.620 Jerry Ashton: Away another
00:38:31.740 --> 00:38:36.840 Jerry Ashton: Yeah, this right now. This is the second part of your message is one thing for you to be
00:38:37.920 --> 00:38:45.360 Jerry Ashton: People be aware of you, but you've got to touch them. You've got to engage them your message is going to be important to them.
00:38:45.720 --> 00:38:49.740 Joseph McElroy: If you got a touch an emotional chord that with them, it's you know, it's not just
00:38:50.730 --> 00:38:58.440 Joseph McElroy: It's not just the intellectual content, you know, we do a lot of things. And we've done a lot of things with travel Mary are being one of our clients right
00:38:58.770 --> 00:39:05.130 Joseph McElroy: And they're saying thing called memorable tourism and experiences and there's seven emotional chords that make it to terrorism experience.
00:39:05.520 --> 00:39:15.210 Joseph McElroy: Memorable and a big part of memorable tourism experiences is anticipation and you touch the same emotional court. So when you're writing and doing your
00:39:15.660 --> 00:39:18.360 Joseph McElroy: SEO and you're doing the things that you're going to do.
00:39:18.690 --> 00:39:28.320 Joseph McElroy: You know, for the content you're wanting to to make sure that you're touching two or three of those emotional courts, so that when they read they read it.
00:39:28.530 --> 00:39:44.190 Joseph McElroy: Now that they'll, they'll be more likely to take action and when we've measured it and seeing a 20 to 50% lift in the rates of opens and engagement and conversions from that. So it's very important point you're making there is that emotional connection with the content.
00:39:44.970 --> 00:39:48.870 Jerry Ashton: So, very true. So now, by the way, when I'm talking about
00:39:50.220 --> 00:39:56.700 Jerry Ashton: I learned from retrospect thinking back of how how it came about that we became the success that we were
00:39:57.120 --> 00:40:04.080 Jerry Ashton: It wasn't until I analyze the different things that happened that I came up with the four most important things were business this
00:40:05.010 --> 00:40:14.310 Jerry Ashton: That you're touching people that the content engages them. It's important to them. Mm hmm. And then the next thing is you have a responsibility and that's to educate them.
00:40:14.880 --> 00:40:18.960 Jerry Ashton: Right now, people who watch that show the first thing they did was go to our website.
00:40:21.300 --> 00:40:22.830 Joseph McElroy: There's to be prepared.
00:40:24.240 --> 00:40:28.020 Joseph McElroy: Be prepared. You know, you get a viral hit you got to be ready for it.
00:40:28.410 --> 00:40:35.100 Jerry Ashton: Ready. So we climbed out of the ashes and put the website back up and because
00:40:36.030 --> 00:40:49.170 Jerry Ashton: That website up and people started Googling us. Is this, is this a scam. Is this a joke. What's this all about who we had detractors come up. We have people say, you know, all kinds of stuff. So it was required on our part to educate them.
00:40:49.680 --> 00:40:50.010 Joseph McElroy: So,
00:40:50.070 --> 00:40:54.390 Jerry Ashton: The first educational aspect access that most people have is your website.
00:40:54.780 --> 00:40:55.230 Joseph McElroy: Right.
00:40:55.290 --> 00:41:00.750 Jerry Ashton: The second is anything else you've written. So what we did is we created a second book.
00:41:02.340 --> 00:41:03.660 Jerry Ashton: And medical debt.
00:41:04.080 --> 00:41:04.890 Joseph McElroy: There you go.
00:41:04.980 --> 00:41:17.730 Jerry Ashton: Okay, now this is where we really have the rubber meets the road type thing, so that when people came to our website and said, Who makes you the authorities, I would simply say, well, I wrote the book.
00:41:18.210 --> 00:41:18.750 Ah,
00:41:21.120 --> 00:41:37.080 Jerry Ashton: How's that sound, buddy. Okay, so, education, education, do do seminars, for example, rip medical debt is famous for its yearly summit.
00:41:37.530 --> 00:41:44.640 Jerry Ashton: Yeah, we had a virtual summit in October, and in that virtual summit we had people
00:41:45.720 --> 00:41:50.340 Jerry Ashton: That came there just to hear the EXPERTS TALK ABOUT THIS to argue about it.
00:41:50.550 --> 00:41:55.380 Joseph McElroy: And I think it's important to really emphasize that. Is that an almost every endeavor.
00:41:55.800 --> 00:42:05.310 Joseph McElroy: You got to establish you got to establish some authority. If you're going to get that viral, you can get a viral lift, but you're not going to get anything happening for you.
00:42:05.790 --> 00:42:18.150 Joseph McElroy: Right, unless you also establish the authority that that should people should take an action with you. So, you know, as I'm glad that's an interesting as you did about the book and then the comp
00:42:19.320 --> 00:42:24.000 Joseph McElroy: The, the trick, whatever the seminars seminar.
00:42:24.990 --> 00:42:34.440 Jerry Ashton: Know, another thing to that we did before the break, and then I'll go into more detail about more to complete how this is going to help your, your history or your viewer.
00:42:35.640 --> 00:42:42.540 Jerry Ashton: You have to be audacious we we started out by saying, our goal is to abolish a billion dollars of medical doubt.
00:42:43.860 --> 00:42:49.320 Jerry Ashton: That reason we said that is because it was impossible. And now $3 billion later.
00:42:50.280 --> 00:42:59.760 Jerry Ashton: Why would I think, why was I thinking so so low. So that's important. Secondly, what we did is we went down to Washington DC and with this book.
00:43:00.360 --> 00:43:12.570 Jerry Ashton: And we set up an evening called in medical debt and we delivered hand delivered to every office of the Senate and the House a copy of this book and inviting them to come to an evening called and medical debt.
00:43:14.160 --> 00:43:23.370 Jerry Ashton: I hate to tell you. I hate to tell you how many showed up, but we made our point. Yeah. And we got press. That's, that's where we got into
00:43:24.870 --> 00:43:26.610 Jerry Ashton: Some very good press on. In fact, we've had
00:43:28.020 --> 00:43:38.340 Jerry Ashton: New York Times been on PBS. I mean, you name it with last year loan or IP medical debt have 900 different pieces of media written about it.
00:43:38.580 --> 00:43:51.750 Joseph McElroy: Or invalid or lesson to learn is when you have a viral event, the value of that is not actually the event 95% of the value from that viral content comes after the fact.
00:43:52.140 --> 00:44:01.260 Joseph McElroy: And how you use it and where you send it and what you do with it, how you keep repurposing it and keep analyzing cut and pasted it doing all sorts of things with
00:44:01.590 --> 00:44:10.650 Joseph McElroy: The event itself the content from the event. And just the fact that it existed is important. And when we come back we'll talk about those lessons learned and then what and then what
00:44:11.220 --> 00:44:22.170 Joseph McElroy: Were the new new places that Jerry is going to finish up the story of how they got there $50 million. And then a few things about where he's going. And I'll finish up with some opera house and things to be for you guys to think
00:46:41.490 --> 00:46:45.060 Joseph McElroy: Hi is Joseph McIlroy Welcome back, host of
00:46:46.170 --> 00:46:54.900 Joseph McElroy: Wise content creates wealth Podcast. I'm here with Jerry Ashton, who's telling us a little bit about a big viral event on the dollar. So that led to
00:46:55.680 --> 00:47:12.540 Joseph McElroy: The dramatic growth of his nonprofit and to quite a lot of money this year. So Jerry, you were talking about the the the after effect of the show. And the way you leverage that that show in the content from it into getting a lot of publicity.
00:47:13.830 --> 00:47:19.080 Jerry Ashton: You know, we, we know that it was lightning in a bottle. Who could possibly have imagined that
00:47:19.950 --> 00:47:32.400 Jerry Ashton: We were struggling financially trying to get the charity, I'll still have the same premise. Give me $1 a boss $1 $100 of the dead, but once again unless people understand or know about it. What do you could
00:47:33.540 --> 00:47:39.540 Jerry Ashton: You're dead in the water. So we were building a statue to JOHN OLIVER, I want you to know. So
00:47:41.280 --> 00:47:41.970 Joseph McElroy: I think somebody else.
00:47:44.730 --> 00:47:57.330 Jerry Ashton: Now I do want to point out to the entrepreneurs out there and the business people out there, then the idea of putting on like we did in Washington DC and evening cold this know and medical dad.
00:47:58.380 --> 00:48:10.140 Jerry Ashton: Then itself was built out of my early years of being in the debt collection industry where I created a afternoon workshops or one day workshops called in search of money.
00:48:10.860 --> 00:48:11.520 Hahaha
00:48:13.020 --> 00:48:26.790 Jerry Ashton: And what I would do is I would reach out to prospective clients and say, I got a workshop and it's Hundred dollars or whatever price tag. I put on it at that time and coming and get your collectors educated
00:48:27.870 --> 00:48:42.600 Jerry Ashton: And so, the good news is for a low price. They come, they, the, the, then the bill collectors on that on their staff would get a day off and they they sleep through my workshop, but the beautiful thing is that I would follow them home.
00:48:44.490 --> 00:48:45.510 Jerry Ashton: And that's the idea.
00:48:45.810 --> 00:48:55.350 Jerry Ashton: Once I get an understanding, just like with collecting names are all figure social media you follow those people home. Hey, if you think that was good. Let me tell you what I can do for you in person.
00:48:55.740 --> 00:49:04.200 Jerry Ashton: Right, so you might want to put that into your list into your equipment into your quiver. One of the things that put to work now.
00:49:05.490 --> 00:49:23.190 Jerry Ashton: The ideas. The what I'm going into now which is based, of course, upon all the experience of rip and previous is something called let's rethink this no one here in this audience will doubt the fact that in America, we need to rethink a lot of things.
00:49:24.570 --> 00:49:46.200 Jerry Ashton: So I'm saying to myself, How can I take the wisdom, the knowledge, the understanding. I picked up in this past rip medical debt and apply it to a larger audience a larger need that's out there. So I said to myself, initially. Well, what I could do is I create like you are here.
00:49:47.670 --> 00:49:49.260 Jerry Ashton: The idea of a
00:49:50.610 --> 00:49:56.310 Jerry Ashton: audio visual bog zoom blog, whatever, and introduce people to
00:49:57.510 --> 00:50:07.050 Jerry Ashton: People who are rethinking things. So my intention initially was to search out those people who are thought leaders who would one time another
00:50:07.470 --> 00:50:17.460 Jerry Ashton: Had done either a 180 or a three degree. But they made a change of mine, which created social impact the key here for me being social impact, not financial
00:50:19.170 --> 00:50:21.300 Jerry Ashton: Now, they're not disjointed and they can be
00:50:21.420 --> 00:50:25.980 Joseph McElroy: Well well to be social impact, in my view, as well, doesn't have to be just financial
00:50:26.310 --> 00:50:35.010 Jerry Ashton: No. As a matter of fact wealth is the backbone of the mother's milk of philanthropy, the mother's milk of venture capitalism.
00:50:35.580 --> 00:50:52.590 Jerry Ashton: It depends on where that money is spent as you well know. So in my case, what I wanted to do is locate those people who created social impact because they were willing to change their mind about something. And these are going to be a series of interviews that will be featured on
00:50:54.870 --> 00:50:58.350 Jerry Ashton: Excuse me, that will be featured on let's rethink this.com
00:50:59.490 --> 00:51:04.560 Jerry Ashton: For example, the very inaugural as an interview I
00:51:06.000 --> 00:51:07.230 Jerry Ashton: Have you ever heard of this guy.
00:51:08.520 --> 00:51:16.170 Jerry Ashton: This guy is a windmill Potter. He's a an executive in the insurance company who turned into a whistleblower
00:51:16.560 --> 00:51:17.280 Joseph McElroy: Oh, wow.
00:51:17.880 --> 00:51:34.320 Jerry Ashton: Okay. And he showed how healthcare and corporate America are killing us based on him being a front man for their organizations. Do you know that farmer spends more money on marketing and advertising than they do on research.
00:51:34.920 --> 00:51:40.080 Joseph McElroy: Yeah, I sort of be the director there there are very lucrative gig for anybody that gets a pharmacy.
00:51:40.140 --> 00:51:40.710 Jerry Ashton: That's right.
00:51:40.920 --> 00:51:43.440 Joseph McElroy: So he never got one, but I'm aware of it.
00:51:44.460 --> 00:51:50.520 Jerry Ashton: So people here need to know from people who have stopped and said, Just a minute.
00:51:51.540 --> 00:51:53.640 Jerry Ashton: Some quite right here.
00:51:54.990 --> 00:52:08.880 Jerry Ashton: And then, in his case, making a very serious decision or a career changing career ending decision was to blow the whistle. Now, not everybody has to be a whistleblower. They just want to be a world changer.
00:52:09.210 --> 00:52:10.020 Jerry Ashton: And change.
00:52:10.440 --> 00:52:11.880 Jerry Ashton: These are the people that I'm looking at
00:52:13.050 --> 00:52:21.630 Jerry Ashton: So now it's expanded it even more we're going on only going to do that we're going to be basically not an incubator, but an accelerator.
00:52:22.590 --> 00:52:35.520 Jerry Ashton: For organizations that are out there to make a social impact. And it's, we're fine with making money. In fact, the more money they make the happier. We are going to be. Because if they're doing social impact if they're improving America.
00:52:36.840 --> 00:52:40.140 Jerry Ashton: These are the people that will be featured on let's rethink this
00:52:40.410 --> 00:52:43.800 Joseph McElroy: Well thank you know what's the, what's the, what's the URL for that.
00:52:44.670 --> 00:52:56.880 Jerry Ashton: Www dot let's le T s no apostrophe LTS rethink our eth I okay this th is.com
00:52:57.390 --> 00:52:59.490 Joseph McElroy: And people are interested in
00:53:00.600 --> 00:53:04.590 Joseph McElroy: Working with you or volunteering or anything like that thing has reached out or being promoted.
00:53:05.190 --> 00:53:05.670 Jerry Ashton: First of all,
00:53:06.120 --> 00:53:17.730 Jerry Ashton: Here's the idea. If you're aware of this. Now in some fashion touches you there'll be there'll be a number of people who have already gone to sleep by now but their number of people said, Whoa, tell me why.
00:53:18.210 --> 00:53:20.820 Jerry Ashton: You know, so what happens
00:53:20.910 --> 00:53:31.950 Jerry Ashton: Now, now, your job is to educate yourself. So you're going to Google, the hell out of Jerry Ashton out of rip medical debt and you're going to meet the team that I put together by going to that website.
00:53:32.400 --> 00:53:34.140 Joseph McElroy: Okay. Great. Well, thank you very much.
00:53:35.040 --> 00:53:41.130 Joseph McElroy: I really appreciate you joining the show today, I'm going to finish up with this a little housekeeping here.
00:53:41.490 --> 00:53:53.700 Joseph McElroy: I got myself, of course, and the purpose of the podcast I have a guys, I have a company called Galileo tech media.com and we're a Content Marketing SEO firm we specialize in wise content.
00:53:54.450 --> 00:54:05.580 Joseph McElroy: We read last year alone for a couple companies. We did 40,000 pieces of content. We've had content, like I said go viral and ours and getting 50,000
00:54:07.020 --> 00:54:16.290 Joseph McElroy: Thousand signups for a free freebie or we've had amazing success, you know, generating millions of people viewing sites.
00:54:17.580 --> 00:54:29.880 Joseph McElroy: So if you're if you need some assistance and guidance and getting that kind of traffic using content where the people that call. And you know the Galileo tech media com to find out about
00:54:31.440 --> 00:54:34.290 Joseph McElroy: Some insights for, you know, those of you that
00:54:35.490 --> 00:54:37.980 Joseph McElroy: That want to try start doing some things on your own like
00:54:38.880 --> 00:54:49.410 Joseph McElroy: How to how to, how do you, how do you start coming up with the concept of a book if you don't really have a lot of experience, you sort of know your, you know, you know, your field well enough to talk about it, but
00:54:49.950 --> 00:55:01.440 Joseph McElroy: You know, you don't know how to really structure what people want and go to things like Google Trends, you can start using keyword research and see what people are actually searching for and that'll give you insights into
00:55:02.520 --> 00:55:09.390 Joseph McElroy: What what what might be the title of the book. You can even use something called Keyword Planner in Google AdWords
00:55:09.630 --> 00:55:17.310 Joseph McElroy: Which is free, that you can do a lot of research to find out what people are searching for specifically and what the volume is
00:55:17.580 --> 00:55:27.990 Joseph McElroy: You can find if there's huge volumes for certain terms and certain areas of endeavor that would make great book titles and great concepts to structure your idea around
00:55:28.440 --> 00:55:37.320 Joseph McElroy: So I would advise you know to start with those tools to build your content. And then as we go with this podcast, I'm gonna give you a lot more ideas.
00:55:37.860 --> 00:55:44.790 Joseph McElroy: There's gonna be a lot more experts coming in here with great experience to stimulate your mind and your
00:55:45.300 --> 00:55:55.440 Joseph McElroy: Your abilities to create wise content to create well. So thank you very much. It's been great, Jerry. Again, thank you very much. And we'll see you again next week.
00:55:55.770 --> 00:56:05.130 Joseph McElroy: Or Chris Boggs an expert in SEO. A good friend of mine and former president of the as the professional organization for search. Does it come on and talk to us about
00:56:06.570 --> 00:56:11.850 Joseph McElroy: Great, great search tactics that we all can use to build wise got. Thank you very much. Bye.