resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Inside Liver Failure, Cirrhosis and Cancer
The Liver belongs to Wood in Five Element Theory and is in charge of Dispersing and Expanding which means all the processing and detoxifying of harmful substances such as medications and chemicals require the efforts of the Liver.
Resolving Medial Arch Suspicions: The Navicular Drop Test
Healthy feet have three distinct arches: medial longitudinal, lateral longitudinal and anterior transverse.
Primary Lateral Sclerosis: A Condition With a Chiropractic Connection
Primary lateral sclerosis (PLS) is a slowly progressive, adult degenerative disease of the upper motor neurons characterized by progressive spasticity or stiffness. It is a clinical diagnosis that has been avoided because it is (largely) a diagnosis of exclusion.
Healing With Simple, Healthy Food
When it comes to your health, there is no better way to take control and create positive outcomes than by focusing on diet and lifestyle. As chiropractors, you know the power that regular self-care has for your patients.
Hazards in the Environment Making Your Patients Sick
Working both separately and together, Western and Chinese medicine have many successes in the treatment of the myriad diseases that afflict human beings in modern times.
The Kidney Official
The Kidney is known as the Official Who Controls the Waterways. In Western medical terms, a major function of the Kidneys is to filter the blood. Every day, a person's kidneys process about 200 liters of blood to sift out about two liters of waste and excess water.
Post-Concussion Patient Care: Relevance of the Chiropractic Adjustment
There is a widespread understanding within the profession of the general guidelines for care of the concussion patient. These include guidelines for physical and cognitive rest, return to normal activities and so forth.
Deciphering The New CMS 1500 Claim Form
Q: I am confused on using the new 1500 form, particularly Block 14 and Block 15. What is required and how do I properly fill these out? And do I actually have to use this new form or may I continue using the old version?
Medical Qigong for the Heart: Part II
Chinese Medicine is rich in commentary regarding the emotions and how they affect our qi.
Looking For Answers In Many Places
I am sure we have all heard the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
Looking Back: Abstracts From Chiropractic History
D.D. Palmer's Technique for the Posterior Apical Prominence; An Early Attempt to Achieve Consensus on Subluxation; Chiropractic Subject Headings: Past, Present and Future; Mabel Palmer: A History of Chiropractic That Almost Wasn't.
Offline Marketing Techniques: Opportunities to Help Grow Your Business
In a world becoming increasingly dominated by connected devices, when we think of marketing, we often think of online and social media marketing. Considerable attention is given to Facebook and Twitter, as well as CPC [cost-per-click] advertising.
Getting Athletes Back in the Game: Low-Level Laser Therapy for Sports Injuries
Sports injury rehabilitation is all about getting back in the game quickly and with optimal health. A relatively new tool for the treatment of sports injuries is finding global success, and it is doing so in a fast, efficient way.
Talking to Skeptical MDs: "Just the Facts, Ma'am"
The first lesson in public speaking is to know your audience. This is particularly applicable when talking to skeptical medical doctors about chiropractic. You have to understand where they are coming from and speak the language they understand.
Healing With Hope
Ella is a Gulf War veteran and a survivor of military sexual trauma. Like hundreds of veterans, Ella was on 11 different medications for depression, anxiety, insomnia, irritable bowel syndrome and chronic pain.
Super Bowl Chiropractor
With opening night of the 2014 National Football League season only a month away, what better time to talk to Dr. Jim Kurtz, team chiropractor for the defending Super Bowl champion Seattle Seahawks?
The Acupuncture Success Express
Time is passing very quickly these days. We are atoms half the way through the year of the horse. You could call it "horse racing season" for this profession. Perhaps it is time for reinvention during this time.
Best Practices for Website Success
If one asked 10 years ago whether a website was relevant I was the first to suggest no. Yet as the world moves increasingly towards electronic information there is a dire need to have a website for your practice. Your website is actually your electronic calling card.
Spotlight on Acupuncture Research at IRCIMH
Acupuncture and Traditional Chinese Medicine were well-represented at the International Research Congress on Integrative Medicine and Health (IRCIMH)- 2014 which took place in Miami from May 13–16.
Advice for Young Doctors
When I began practice, I was just shy of my 25th birthday. I was young and I looked it. I had been told this would be a problem when starting a practice – and it was. Older patients often paused when they entered for care.
Not Another Typical Drug Company Lawsuit
It's becoming more common to see drug manufacturers negotiate "false claims" settlements for millions and billions of dollars.1-2 Most of these settlements have to do with violations in the marketing of the drugs they produce and sell.
F4CP: New Campaign to Promote Chiropractic as a Career
The F4CP has announced a "targeted cooperative campaign" that will engage doctors of chiropractic and chiropractic students, as well as chiropractic colleges, chiropractic media, state associations and vendors, to encourage DCs to recommend a chiropractic career to patients, family and friends.
June, 2005, Vol. 05, Issue 06
Better Than Word-of-Mouth Marketing
By Colleen (Steigerwald) Holloway, LMT
When it comes to marketing your business, or any service-oriented business for that matter, word-of-mouth marketing consistently is believed to be the most effective means of getting referrals.After all, it's free marketing because zero advertising dollars are needed. And, the rate of return on your investment begins at 100 percent, and can only go up. It's risk-free advertising. Surprisingly, however, if you want a thriving bodywork business, word-of-mouth marketing is really not a good way of attracting new clientele. Now, if your head is shaking with disagreement, let me explain why.
People who have a bad experience with a service will tell between six to 10 people. Bad news travels quickly, and people love to complain and receive sympathy. If you don't believe me, turn on the news and count the number of good and bad stories in one 30-minute segment. The bad stories will always grossly outweigh the good stories.
Conversely, people who have a good experience with a service will tell only one or two people, and often only when it happens to come up in conversation. Therefore, although it's good when it happens, word-of-mouth marketing is really not a reliable means of marketing your business - not if you are serious about building your clientele. Many bodyworkers rely on word-of-mouth marketing solely to build business. If that's your current game plan, you can look forward to a long, slow journey toward a full appointment book.
Now that I've depressed you with bad news, let me share with you the easiest, most highly effective, cost-efficient way to market your business. This marketing strategy will reach a larger, captive audience with a personal testimonial about your business, prompting the audience to pick up the telephone right away. What's even more exciting is that it won't eat up your advertising dollars. It's called a joint marketing venture (JMV).
A JMV is created by partnering with another service-oriented business and endorsing each others' businesses with testimonial letters. This marketing strategy works well because it's a direct referral from a satisfied client to people who know and trust the client. Essentially, it's word-of-mouth marketing with a call to action offer.
Finding a JMV Partner
The optimal people for this joint marketing venture are your current clients who own a service-oriented small business and have an established clientele. Make a list of your clients who are also business owners such as attorneys, accountants, doctors, financial planners, plumbers, restaurant owners, dry cleaner owners, and so forth. Your most satisfied, loyal clients will be at the top of our list. If you are fairly new in the business and just establishing clientele, make a list of your relatives, neighbors and friends who operate their own businesses.
Establishing Your Endorsement Letter
Your endorsement letter needs to be a brief but strong endorsement for your JMV partner. Here are the three essential components:
Paragraph One: Explain the problem you are having. For example, if you are writing an endorsement letter for your chiropractor (JMV partner), begin the letter by stating the problem you've been experiencing such as, "I don't normally sit down and write a letter to all of my clients; however, I have had this ongoing chronic disc problem...I've tried everything...nothing came close to alleviating the pain until I met Dr. Jones."
Paragraph Two: Write a strong testament attributing the chiropractor's care as the solution to your problem such as, "After three years of living with chronic back pain and limited range of motion I can now say I'm pain-free and working on my golf game thanks to Dr. Jones."
Paragraph Three: Add a call to action offer such as, "Dr. Jones is such a terrific chiropractor that when I told him I was going to spread the word about him to all of my clients, he offered to give each of my clients a free initial examination. That's a $60 value! Did I mention that he's also very generous? If you're in need of some pain relief you would benefit from Dr. Jones's magical hands. Call him today at (555) 555-1212, and tell him I sent you."
When your endorsement letter is complete, type it on plain white paper to be copied onto your business stationery.
Implementing Your Joint Marketing Venture
Have your JMV partner write an equally compelling endorsement letter praising you and your business (including a compelling call to action offer), and copy it onto his or her business stationery. The final step is to choose an equal amount of clients to send the letters to - 100? 200? 500?At an investment of $.37 per client, in my opinion, there is no better strategy than a joint marketing venture for marketing your business and gaining clientele. Once your endorsement letter is complete, you can repeat this marketing strategy using your list of JMV partners. Hence, you don't have to keep reinventing the wheel when it comes to creating a marketing plan for your business.
Click here for previous articles by Colleen (Steigerwald) Holloway, LMT.
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