12 Days of Giving Day 6: How a Dermatologist Went Viral by Finally Just F*ing Doing It

Episode Transcript
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Stoy Hall, CFP® (00:10):
Happy holidays everyone.
Happy holiday.
Uh, my sister from another.
Missed it.
Figure that out, everybody.
And if you don't know the insidejoke, sorry, you'll figure at
other episodes, dunno what totell you.
But today's episode is going tobe titled, or at least somewhat
titled, and this comes from herherself.
Just fucking do it.
Just fucking do it.
And when it comes to marketingor ideas of things that we have

(00:32):
to do at the end of the day,just fucking do it.
You gotta get done.
So without further ado,Christina, welcome and happy.
Thanks.

Kristina Hall (00:39):
Happy holidays.
It's crazy that it's a holiday.

It's, how

do we get here so quick?

I dunno.
I, it, it happens.
It's life.
Here we are.

You get the quicker time comes.
Yes.
That's what it's.

So download us on what this, this obviously the
theme of, obviously we knowthat, but the avatar, the
person, the business owner whois listening to this right now
laughing, they're at ready'causeof the title, but also going
like, what do you mean?
Like who am I?

So let's start with the client avatar and our
funny little joke that I tooknotes, Brandon.
So when I think about the clientthat I'm gonna be telling you
guys today, I think about wherehe started and the first thing
was he's an expert, likegenuinely an expert in his
field.
He knows his craft through andthrough, and he knows that.

(01:29):
Like every other business owner,he didn't sign up to be a
content creator.
So even though he knew hiscraft, he was like, Hey, I don't
wanna be a content creator.
I'm, I know there are alsopeople listening to this that
feel that way.
Shit, even I feel that way andI'm a content creator.
You know what I mean?
You know, I think about theperson who prefers to stay
behind the scenes, doesn'tnecessarily wanna get on camera.

(01:49):
They're running the business,right?
They're, they wear all the hats.
The last thing they wanna do isbe the front and center of the
business.
I know a lot of people as wellwho feel like that, right?
We don't wanna be front andcenter, we just kind of wanna be
in the Maxine.
Again, I'm with you.
I feel the same exact way.
Or maybe you're somebody whojust feels extremely awkward
creating content, right?

(02:10):
Like.
Hey, we've all been there.
It takes a lot of practice, butyeah, like it's, it's definitely
awkward talking to a camera byyourself.
You know that that's weird ashell.
Um, but you're probably also theperson that knows that you have
to do social media and that youhave to do video content, right?
And so it's like we have allthis, all these things that are

(02:31):
floating through our head, allof this resistance.
But at the end of the day, we doknow what.
To get done.
Right.
And that leads me to Dr.
Lawrence Green.
Dr.
Green is a dermatologist inRockville, Maryland.
It's right outside of the DCarea.
Um, he's been in the game forlike 25 plus years.
He is the vice president of theAmerican Dermatology Academy.

(02:53):
The man speaks every week, itseems like at a conference or
something.
He's always on the plane, right?
He's very well known in theindustry.
I met Dr.
Green back in 2019 when I firstmet him.
Reels weren't even a thing yet,like that wasn't a thing.
But video content was startingto.
Trickle in.
And my big rule of thumb withsocial media is if there's a new

(03:17):
feature, try to do it.
Like use it.
Like that's the whole pointthat's gonna help you get
breach.
So I had been working with Dr.
Green for about a year beforereels came out.
And so it was, yeah, right nowabout 2020 during COVID reels
talked was August, I can'tbelieve I remember that date.
August, 2020.
And so now we're like, okay, wehave a new way of pushing out

(03:38):
video.
We have a new way to like reallybe exposed.
And he's had a lot of videosactually blow up on the
platforms.
Now with that being said, thisman wanted nothing to do with
video when I first met him,which I'm sure a lot of you
listening feel the same exactway.
He was like, well, no, I'm notgetting on video doing this.
And I was like.

(03:59):
Okay, sure.
You haven't worked withChristina Long enough because
Christina gets her way everysingle time, and sure enough I
did like, and so you know, Istart to get him going on videos
and he's starting to see theresults.
Obviously COVID was a time wherea lot of people were online, so
like if you hit the algorithm,you had a pretty good chance of

(04:21):
being exposed.
So he was seeing results, whichwas, which was beautiful, right?
We're like, great.
We're seeing results.
We're getting the traction,we're gaining more followers.
Awesome.
So let's fast forward to 2021,right, so we're in 2020 now.
We're in 2021.
We have been doing reels, a lotof video content.
I can't till this day, cannotget this man off a video like

(04:41):
it's video or bust with him.
Like, he's like static post.
No, thank you.
I want video all the time.
And so, uh, him and his wifewere in Miami and I went out to
dinner with them and I thinkthat was actually the, yeah,
that was the first time I evermet them in person.
And as we all know, content isalways evolving, it's always
changing and unless we know as afan in the ass to keep up with,

(05:05):
but you have to keep up with it.
And you always have to testdifferent ideas out.
We never know what's gonna work.
Something that could have workedfor you.
Clockwork, you know, six monthsago might not work for you now.
And so that's why it's reallyimportant to change up your
content, especially when itstarts to feel stale.
And so we go out to dinner and Iwas like, I'm gonna pitch in on

(05:26):
this idea while I'm at dinner,like, let's get this going.
And so we get a reallybeautiful, nice bottle of
Italian wine, Italian, I hateItalian wine, and this was
delicious.
So I was like, all right, here'smy chance.
Let's dive into this.
And so I ended up to eight 10pay.
I have an idea.
I know you're gonna have someresistance to it, but hear me

(05:48):
out.
And that's when I pitched to himto do, um, drugstore product
reviews.
Obviously a lot of people,especially now, are really into
skincare and stuff, but skincareon the budget would be great
'cause this shit is fuckingexpensive, right?
So with that being said, um, Iwas just like, you should do
drugstore product or use, talkabout the different products,

(06:09):
like cleansers, moisturizer,whatever, right?
I was like, I promise you thiswill do well.
And he was like, no.
And I was like, yes.
His wife looked at him, he goes,she goes, Larry, just listen to
her.
And he was like.
Okay, fine.
I'll give it a shot.
This was in 2021 till this day.
It's our main piece of contenttill this day, 2025 gonna 2026.

(06:31):
Our main piece of content.
But it's not just about that.
Right?
So like what happened once westarted to implement these
drugstore videos?
Well, the first thing is we sawcrazy growth on.
We already were doing decent onTikTok because he would do
extraction videos, but this justbrought us to a whole new level,
and it was really more so fromthe engagement piece than

(06:52):
anything.
I'm able to fuel all of hiscontent based on comments from
TikTok, which is pretty amazing,right?
To get all that kind ofengagement.
But.
People are into skincare.
Dermatology too is like just oneof those fields that does really
well on social if you do itright, and so I, I do wanna put
that out there.
It's a little bit easier, butnonetheless, people were really

(07:14):
into it.
And I mean, across platforms, wegotta be over 12,000 followers
across platforms.
And it was because of thesespecific videos, right?
And that's just social mediagrowth, right?
We're not even talking about thegrowth that happened outside of
social media.
And so what was really fuckingcool, I was like, this is my

(07:35):
moment, is when I got to watch agood morning Washington DC
segment and see all my graphicsthat my team created, scrolling.
And I was like, holy shit.
Like this is incredible.
And he did this full segment andwe were all like, oh my God,
your social media is great.
It's so knowledgeable, andeducation and X, Y, Z, right?
And then they took it a stepfurther and they did a segment

(07:57):
inside of Walgreens.
They literally did a drugstoreproduct review on Good Morning,
Washington, dc.
That one little idea I had thathe literally told me, no
catapulted into so much more.
And I'll tell you this, I'm notsaying that socialism main
reason or anything, but becausehis social presence is strong

(08:18):
and he is so.
Known in like the dermatologyindustry.
He was not doing as manyspeeches and speaks and stuff.
Or like conferences and stuffthat before this, right?
Like I've known this man since2019 and I never saw him travel
the way I have in the last threeyears.
And it's just been, and again,not saying that, oh, social

(08:38):
media is driving that, but I'msaying it helps it because it
backs him up.
And I always admit.
He doesn't get patients fromsocial media.
That's not what we're using itfor.
Really it's exposure of his cropand his expertise and like just
how prominent in this industryhe is.
So that's why the title of thisepisode is just fucking Do it,
because if he didn't justfucking do that, would all of

(09:00):
that stuff happen?
No,

not much.
Talk.
Talk us through like where youthink, and I don't know if
you've talked to him about this.
I mean, it's been a while.
Where was he mentally and why hewas saying no.
Right?
Because in 2019 he didn't thinkin 2025 that he's traveling
every week to speak.
And I don't think that wasprobably a part of your whole
strategy yet at that point.
But where was he mentally,emotionally with like saying,

(09:24):
no, I'm not doing those reviews.

So I don't think this will go back to like your
typical client.
And I will be honest with that.
I, if anybody knows him.
They know how much he loves meand what it really came down to
was trust, like honestly.
And so, but I know not everybodyhas somebody that they're
working with and I get thatright?
And so, you know, for him itcame down to trust.

(09:47):
He trusted me.
He trust my expertise.
And to this day, he lets me dowhatever the hell I want.
Like if I'm like, Hey, let wedo, get ready with me, that was
totally his idea.
That was not my idea.
Seeing a 62-year-old man doingget ready with me is ridiculous.
Um, but ours really came down totrust.
Um, and I don't think he everhad anybody explain to him

(10:09):
growth in the way that I did.
So I think when we were speakingabout video and what I was
expecting from him, I honestlythink I made the process a lot
easier for him.
Now, if you're somebody whodoesn't have anybody to work
with, you just gotta get thefuck over yourself.
Like that's just what it comesdown to.
And you know, you're not gonnahave somebody who's gonna say,
Hey, no, I know this is gonnawork.
You're not gonna have somebodyto give you that extra push.

(10:31):
You gotta give yourself thatextra push.
So, and I, and I say this a lot,like if you think it has a
chance of being relatable or youknow it has a good message about
it, just go for it.
Literally just do it.
Not every post is gonna convert.
Not everything is gonna lead.
It's, it's not meant to.
It's not supposed to.
But if in your gut you're like,I feel like this is a good idea.

(10:54):
You've gotta try

what?
What worst could happen.
No one sees it.
It has minimal use.
Like, I'm

even like that with sales now.
I'm like, I did this the otherday.
Like somebody didn't answer tomy proposal.
I'm like, fuck this.
I'm sending her the contract.
I have sent the contract.
She signed it.
She's paying the invoice today.
Right?
It was like, what's the worstthat can happen?
She sign the contract.

I, I wanna say, and this is coming from me
personally when I'm doingcontent stuff or thinking
through ideas of.
We try to create as contentcreators, try to think of like
our people who we're trying totalk to, but also we negatively,
without even thinking aboutsubconsciously.
Like we also don't want thehaters to come out and then we
have to defend what we'retalking about, right?

(11:35):
It's like twofold.
The thing is you have to getover that other part of it
because it's gonna happenregardless.
There are bots everywhereattacking you for everything,
right?
But if you trust what you'resaying and exactly what you're
saying is, you know, one notillegal and and stuff like that,
then you're good.
Right.
Just back it up because I thinkthe other part of it is, and you
can quote me if I'm wrong, evenengaging with bots, even though

(11:57):
though you know their bots andengaging in a way that everyone
knows that they're bots.
Yeah.
Also helps your algo because ithelps your engagement and it
keeps going and going and going.
So actually utilize that as moreof a, a positive.
And not a draining, oh my God,this person's saying this and
now I have to reply and I getit.
I've been there.
It gets exhausting.

(12:17):
But if you can flip the scriptin your brain of saying, I know
they're a bot, I'm gonna callthat out and we're gonna keep
engaging, then when the peoplethat you want to see it look
through it, they're gonna getyour personality and go, oh
hell, they're hilarious.
And like they know that's a bot.
Right.
Um, what do you say to.
Making sure that one, after youjust fucking do it, and what

(12:37):
you're afraid of is typicallygetting attacked or feeling or
looking a certain way.
Now what?
From that right, we've got.
We're doing it now.
How do I adjust to the nextpart?

You gotta keep doing it.
I don't think you could adjustto the next part until you keep
doing it.
We all know that things areuncomfortable until they're not.
And I know that's like abullshit answer, but it's, it's
literally true.
Like I don't, I don't know whatelse to tell you.
It's like I get it.
Like there's plenty of times Ilook back on a concert even now
and I'm like, why did I saythat?

(13:10):
Or why did I.
Like, why do I look like that?
I mean, shit.
Even the last episode we did, Iwanted to rerecord because I was
like, what happened there?
Like, I don't even know.
Right?
And story told me no.
And you know, we just put it outthere and I got over it.
And like, I think the thing toremember is too like.
Give it.
Think of like a, like a 24 hour,right?

(13:31):
Like once it's up there, it's upthere, it will get the initial
engagement.
People forget about it in twodays, and if they don't, well
then you did a damn good job andyou got a good video.
Right?
And so, yeah, you know, I thinkit really just comes down to an
ego.
It just letting go of your egolike.
And I always tell people like,at the end of the day, are the

(13:51):
haters or the bots or likewhoever, are they paying your
bills?
No.
Do you need to do this in orderto be successful?
Yes.
So you, you are scared and youcontinue to fall further in the
hole or you get the fuck over itand you're on your way to like
more success.
It's not easy.
Like I'm not gonna drive.

(14:12):
I know.
I make it sound like it's alittle more easier than it's, I
know it's not easy, but it'sjust the nature and you're not
the only one.
We're all making ourselves looklike assholes on, come on, join,
let's do it.

No, and then we talk about it all the time in my
industry.
'cause it's.
Cluster it itself.
At this point, I just want it togo bad or good.
I don't want it to be middle ofthe road, like gimme something
that's really crap people arecalling me out on or something
that goes viral because then youcan do something, you can learn
from it, you can engage with it.
It's when you go through themundane, like stuck at the 500,

(14:44):
the 200, whatever they call itnowadays, but like

200 jail or whatever it's, yeah.

When you're stuck there and there's no bad
or good, you're just like, well,what am I do?
Like, what am I doing this for?
And I, and

we've been there plenty of times, like, we have,
it happened to us.
Like it, it, yeah.
Like that's bad and it's tough,but like you're like you're
saying learn.
You have to learn.
Like I think once you can starttreating social and content as
like a numbers scheme in yourhead, like really lean into the
metrics and be like, ah, thisshit tanked.

(15:15):
But why do I think it tanked?
Right.
Use it as a game, it, it becomesa lot easier because you, you
really do start to detach fromit and, and again, like stop
thinking.
Social is the end all, be all.
If you're not doing the otherthings, then like, social
doesn't matter anyway, so.

Correct.
So, well, I, I appreciateeverything.
Happy holidays to you, ourlisteners, and everybody to end
this.
What was the name of the themeagain,

bro?
Fucking do it.

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