resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
A Letter to the Profession from the New President at AAAOM
Volunteering for a national, nonprofit organization brings with it such highs, lows, and accomplishments, as well as a steep learning curve.
Assessing Core Stability and ROM: 5 Basic Checks
One of the first steps in addressing core stability is assessing static posture, ranges of motion, and motion of the pelvic bones, sacrum, femurs, lumbar spine and thoracic spine.
A Simple Protocol for Holiday Stress
It's winter, a time when we should be deep in reflection, eating warming foods and sleeping long hours. Following nature's rhythms, we restore our bodies and minds in preparation for the renewal of spring.
Overuse Injuries in Young Athletes (Pt. 2)
Most overuse injuries are benign, but there are some high-risk injuries that, if unrecognized or inappropriately treated, can result in significant loss in time from the sport or even require leaving the sport.
All Fiber Is Not Created Equal
Sometimes the best place to start is at the end. So, the conclusion of this article is that all fiber is good ... but some fiber is better. Let's break it down. There are two main types of fiber: soluble fiber and insoluble fiber.
What We Can Learn From Spine Surgery
Patients with lumbar stenosis presumably present for conservative care to improve their quality of life and avoid surgery. However, providing clear guidance to these patients can be difficult for a number of reasons.
End of an Era Looms at NYCC
New York Chiropractic College recently announced that Dr. Frank Nicchi will retire in August 2017 after 36 years with the college, the past 17 as president.
Chiro School Reunion: Whatever Happened to...?
I opened the door to the closet slowly, carefully, since I knew it contained a large number of precariously stacked file boxes. It also held numerous outdated gizmos with electrical cords of various lengths that could trip or strangle a person.
2016: A Year in the Life of Acupuncture
Happy Holidays, may you, your family and friends have peace, joy and blessings throughout this special time of year. As 2016 comes to a close, we can look back and celebrate the many events and accomplishments for the profession of acupuncture.
Another Chance to Make a Difference
Just a few months ago, "the worst natural disaster to strike the United States since Hurricane Sandy" hit Louisiana. During this storm, one area experienced 31 inches of rain in 15 hours as almost 7 trillion gallons of water rained down in just one week across the state.
Dedicated to Defending Chiropractic
Whether you're a veteran DC or a first-trimester student, the name George McAndrews should be part and parcel of your professional vernacular, as familiar as the word chiropractic.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion. For example, aperitifs – drinks consumed before a meal to stimulate appetite and digestion – were originally derived from bitter herbs.
Little Sticker, Big Impact
It's the end of an election year. Hilary Clinton and Donald Trump were the subject of conversation for everyone, everywhere for the entire 2016 calendar year. I don't think any of us can deny that this election affected us all very deeply on a personal level.
A Q & A About Updated Codes
Yes, indeed there was an update to ICD-10 on Oct.1, 2016. This is a regular update to the diagnosis coding system and this type of update will occur every Oct. 1, just as it did when the ICD-9 system was in place.
Southwest Acupuncture College Brings It to Division 1 Athletes
When Michael Phelps' photograph with the distinctive round marks left by cupping went viral, the Division 1 student athletes treated through the Dal Ward Athletic Center at the University of Colorado (CU) could relate.
Branding: Set Your Practice Apart
Dr. Brad started his practice seven years ago on a shoestring budget. He created his generic logo in five minutes using a website because he didn't have the time to figure out how to make something special.
Meshing TCM With Environmental Pediatrics: Where's the Overlap?
Pediatrics has a long history within Chinese medicine dating back to the late Han dynasty (i.e., the late 200s CE), with the two primary areas of emphasis being herbal medicine and xiao er tui na (pediatric massage).
Can a Multivitamin Reduce Breast Cancer Recurrence?
There is a great deal of controversy regarding the value of multivitamin supplements in cancer prevention. However, with respect to preventing breast cancer recurrence, an important study was published in the Journal of Breast Cancer Research and Treatment in 2011 by Kwan ML, et al.
6 Steps to Make 2017 Your Best Year Yet
People often ask me what defines success. Success, for me, is simple: doing exactly what you want to do in life. Whether it's the kind of practice you run, your life at home, your hobbies or something else, it's achieving anything you put your mind to.
DVT: Know the Signs and You Could Save a Life
I lost a friend several months ago. He died from a pulmonary embolism (PE) secondary to a deep-vein thrombosis (DVT) that originated in his lower leg. Bobby was in his mid-60s, soft-spoken and had a big heart.
A First for the Profession: CCE Accredits First Chiropractic Residencies
The Council on Chiropractic Education (CCE) has awarded accreditation to all five chiropractic residency programs currently administered at Veterans Administration facilities, "the first residency programs in the nation ever to be awarded this distinction, a significant advancement in the evolution of chiropractic education," according to a VA press release announcing the milestone.
Molecular Motors: Tiny Machines Behind the Rhythm of Life
In the clinic, we aim to restore healthy patterns of movement for qi that has gotten trapped or misdirected, or may have even collapsed. We may be focused on freeing stagnation, releasing heat or redirecting counterflow qi, but it often comes down to helping re-establish a flow of sorts.
March, 2004, Vol. 04, Issue 03
Are You Sitting on a 24-Karat Gold Mine?
By Colleen (Steigerwald) Holloway, LMT
Author's note: It is my pleasure to share the knowledge I've acquired with my colleagues and friends within the context of this column. My goal is to assist massage therapists in practicing massage professionally, ethically, efficiently and profitably.If there are any issues you would like me to address, I would love to hear from you.
If you have been in business for one or more years, it's quite possible that you are sitting on a 24-karat gold mine! Let me explain what I mean. Nearly every day, I speak with a frustrated massage therapist who has been in the business for many years and still can't fill his or her appointment book. Given the various choices of marketing, it can be "hit or miss" when you choose to spend your hard-earned dollars on advertising. But what if you could spend very few dollars and still fill your schedule, simply by tapping into that gold mine?
Many massage therapists say their biggest challenge is getting new clients. Once clients come in, they are sold on the treatment and continue as dedicated clients for many years. The problem, as you know, is that new clients who don't know you are hesitant to trust you - and understandably so, considering they will be nearly naked (but properly draped), while allowing a stranger to touch them. Your job, therefore, is to convince them that you are trustworthy and professional.
This task can take a lot of time, proper marketing and advertising dollars. Some therapists would argue that the best way to fill their appointment books is through word-of-mouth referrals. After all, new clients who are referred to you are much more likely to trust you even though they don't know you, just because someone they trust referred them. I agree: This is a good and inexpensive way to get clients; however, it's not the gold mine to which I'm referring. There are actually people out there who trust you even more than those referred clients: your inactive clients. The clients who have visited you one or more times throughout your career are the seeds to your 24-karat gold mine. Remember, the inactive client already trusts you because he or she has a pre-existing relationship with you. Your only challenge is to get the inactive clients back into your practice.
What can be scary is that you don't know why those clients stopped coming to you. Did they relocate? Did they find another therapist? Maybe they simply fell out of the rhythm of regular massage? The reason doesn't matter - chances are good that they would come back to you if asked. How do you reactivate these clients? That's fairly simple: You send them an invitation! Here are some tips for writing an effective invitational letter:
If you've been in the field for several years, you'll surely have hundreds of inactive clients. Instead of attempting to write everyone at once, you will want to make this a marketing "project." In this case, I recommend making a list of the clients you have not seen in a while, and even those you only saw once. Set aside two hours per week to prepare the letters and send them out. Continue this until all of your inactive clients have received a letter. Monetarily, it will cost you a mere $37 in postage for every 100 inactive clients you reach. Inactive clients already know and trust you.
Start tapping into that 24-karat gold mine and before you know it, your appointment book will be overflowing.
Click here for previous articles by Colleen (Steigerwald) Holloway, LMT.
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.