resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
A Conversation With Dr. Betty Edmond
This month's column is an exclusive interview with Betty Edmond MD, newly elected CEO/President of the AOMA Graduate School of Integrative Medicine in Austin, Texas.
Qigong for Substance Abuse
It is commonly believed that substance abuse, in addition to harming one’s physiological state, hurts the spirit. There is also a belief that one’s spirit does not weaken due to substance abuse, but rather, the person finds solace in addiction due to an already weak spirit.
Low Back Pain in Running Athletes
After 7 million years of adapting to upright postures, the lumbar spine and pelvis have become remarkably adept at managing ground-reactive forces associated with running.
We Get Letters & Email
Our Country Needs Us Between Elections, Too; Continuing Care: We Aren't There Yet; Our Associations Need to Do More.
An Opportunity & a Responsibility
Nearly 80 Americans die from an opioid-related overdose every day, and spine-related pain is one of the principle drivers of opioid use. This unfortunate situation creates both an opportunity and a responsibility.
True Practice Mobility for the Chiropractic Profession
When natural disasters occur, chiropractors can literally travel to the other side of the world to offer humanitarian relief in less than a day. The chiropractor's license to legally practice, however, can't make it past the state line.
News in Brief
Updated Neck Pain & Whiplash Guideline; Attention, IHS DCs; New VP of Institutional Advancement At Palmer; N.J. DC Interns At U.S. Olympic Training Center; Chiropractic Society Of R.I. On The Front Lines.
Prepare for the End, From the Beginning: Wealth Building and Retirement with the Tao
Yin and yang flow into and out from one another continually. Beginnings become endings and endings become beginnings again. Wholeness and cycles are the nature of Tao.
Five Branches University Has First Hospital TCM Residency
Established in 1984, Five Branches University (FBU) has campuses in Santa Cruz and San Jose, Calif., which serve the communities of Santa Cruz, the Monterey Bay, and Silicon Valley.
Anti-Aging With Dr. Ping Zhang
Jennifer Waters, TCM practitioner and writer of the Acupuncture Today column, "Talking With the Masters" sat down with Dr. Ping Zhang to discuss aniti-aging with acupuncture.
Shoulder Rehab: Start With the Scapula
The scapula is an incredible display of elegance and movement within the biomechanics of human motion. It's evolved for mobility and stability in the scapulo-thoracic region, giving us the ability to do things that are uniquely human, such as throwing with accuracy.
Scar Reduction With Acupuncture & Microneedling (Part 2)
Protocols & treatment Timing
Flirting With Alternative Therapies
There are about as many adjunct therapies being marketed to acupuncturists as there are acupuncturists. While some may remain purist in their application of traditional Chinese medicine, others choose to explore new horizons of treatment.
The Acupuncture Channel System (Part 1)
The earliest Chinese reference to channels is in the Mawangdui Medical Manuscripts,1 which are dated to the Warring States period of the Zhou Dynasty (475 BC-221 AD). The text presents 11 channels. There are no acupuncture points listed in those channels.
The Case Report: A Valuable Tool
Case reports are a valuable form of descriptive research. The most basic form of practice-based research, a case report is a detailed account of the history, presenting symptoms, assessment, observations, treatment and follow-up of an individual patient, discussed in the context of prior and potential future research.
Another Step Forward for Chiropractic
Chiropractic is now available to 86,000-plus Latter-Day Saints missionaries and you are invited to become a provider. LDS membership in not required; our only concern is that our missionaries get the best quality care available.
Crow Like the Rooster
As we welcome in the Year of the Rooster, we look at some of its major characteristics: confidence and communication, which suits the image we have of the Rooster...strutting in the farmyard, crowing to the others that it's time to wake up.
Let's Clear Up the Collection Confusion
This is an often-misunderstood practice swirling with misinformation. First, a few basics: Insurance is a contract between the patient and the insurance company. The insurance company is simply making a payment for services or care on behalf of the patient.
A New Year and Vision for the ACA
Inadequate pain management coupled with the epidemic of prescription opioid overuse and abuse has taken a severe toll on the lives of millions of people in the United States. Every day, more than 1,000 people are treated in the ER for misusing prescription opioids.
The winter season is upon us and offers unique challenges for the clinician and patient alike. To effectively navigate through the winter season there are two main TCM medicinals, Huang Qi and Gan Jiang, to consider, as well as two important formulas which feature these two TCM treasures.
An Education in Gluten Sensitivity
A relatively new syndrome officially documented as non-celiac gluten sensitivity (NCGS) or gluten sensitivity (GS) was officially recognized and published in the new list of gluten-related disorders in 2012.
Nutrition for Menopause: Front-Line Therapy for All Phases
Of all the changes women experience during their reproductive life, there is no doubt the most dreaded are the three phases of menopause. This is not surprising since all of the symptoms associated with menopause are replete with unpleasantness.
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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