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Getting Unstuck: Healing From Trauma With TCM, Qigong & Movement
We all come into this world vulnerable, with seeds to grow into our strength. Some of us — through a combination of good fortune (i.e., family and culture we are born into, constitutional inheritance, or ability to learn) grow with minimal interruption from traumatic injuries and experiences.
Reader Beware: Consider the Source
The aftermath of last year's presidential elections brought a running conversation on the role played by "fake news" that was largely presented via social media.
News in Brief
The American Association of Acupuncture and Oriental Medicine (AAAOM) board members recently met with the Korean Customs Service, which is similar to the FDA, to discuss herbal safety and importation issues.
The Acupuncture Channel System (Part 2)
The primary channels (main channels) are introduced in chapter 10 of the Ling Shu, these channels are referenced in many chapters throughout the Su Wen and the Ling Shu. The primary channels have become the main channel system used in TCM.
Gather & Grow
I recently attended a faculty seminar held by one of the acupuncture schools. There was a facilitator who led us through some very interesting experiences. The attendees were a diverse group with varying opinions.
AOM Residency at NUNM
Imagine you're a recent acupuncture graduate, worried about making enough income as you forge your new career and seek more in-depth training in a particular treatment style.
The Large Intestine Official
The large intestine (AKA colon) is the great eliminator, or as J.R. Worsley called it, "The Drainer of the Dregs." Dregs are defined as the remnants of liquid with its sediment left in a container, or the basest, least valuable portion of anything.
A Brief History of Acupuncture and Oriental Medicine Doctoral Programs
A doctorate in acupuncture and Oriental medicine has been a goal of the profession since its beginnings in the late 1970s. At that time, however, the maturity of the educational institutions and the regulatory environment made it a goal with only a distant completion date.
Waist Circumference: A Conversation Starter
New estimates suggest more than two-thirds of Americans are either overweight or obese. The medical significance of this statistic is astounding.
Treating the Lower Pelvis (Pt. 2): Midline Structures and Fascia
My previous article [October 2016 issue] outlined evaluation and treatment of pelvic issues involving the sacrotuberous ligament and the pubic symphysis. Now let's discuss two case studies that illustrate how to address additional problematic areas of the pelvis.
Advancing the "Whole Organ" Spine Model
Historically, the human spine has been organized by body region utilizing specific anatomical landmarks and transition zones.
Correcting Rib Dysfunction: Improve Patients' Pain, Posture and Breathing
As chiropractors, we tend to focus on the spine, and rightly so. Many problems our patients face can be corrected by manipulating the correct spinal level.
4 Things Every DC Should Know About Levels of Care & Prevention
As health practitioners, we help people with their health problems and assist them with health promotion and disease prevention.
Latest Cassidy Study on Stroke Risk Published
The latest study to investigate whether a unique association between chiropractic manipulation and risk of cervical artery dissection / stroke exists has yielded similar encouraging findings, with the authors noting "no excess risk of carotid artery stroke after chiropractic care" and no significant risk difference between patients receiving care from a DC or a primary care medical provider.
Paperwork Done Wrong, Done Right
I was visiting a doctor's office recently and a member of his staff brought a stack of forms to his private office and laid them on the doctor's desk. She informed him he needed to complete the forms for patients and a few third parties.
Helping Patients With Parkinson's Disease
Parkinson's disease (PD), a long-term degenerative disorder of the central nervous system that mainly affects motor function, has a slow onset over time.
Spiritual Initiation: Opening Your Higher Healing Abilities
People drawn to the field of acupuncture and Oriental Medicine tend to be those who march to the beat of a different drummer.
VF Works / DMX Works Epilogue: Almost Two Decades Later, the Lawsuits Continue
An article in the March 8, 1999 edition of Dynamic Chiropractic examined whether then-VF Works / Nu-Best Franchising was selling its franchises illegally to doctors of chiropractic.
Near-Infrared Therapy for Diabetic Neuropathy
The pain experienced by people with diabetes is a symptom of diabetic neuropathy. The impact on quality of life is significant. Pain makes walking difficult, sleep troublesome, and eventually contributes to a decrease in social interaction.
House Calls With Dad
My father was a chiropractor and he did house calls. On Wednesday nights, while my mother attended the weekly women's meeting at the Odd Fellows and Rebekahs hall in our small town, dad loaded up the portable adjusting table, fired up the Pontiac and drove off to treat a few patients in their homes. I went with him.
TCM & the Caregiving Population: Treatment Considerations & Our Vital Role
Informal caregiving is increasingly a reality for many Americans who find themselves providing unpaid care for a loved one or a family member with a long-term, terminal, or chronic illness.
ICA Goes on the Vaccine Offensive
Have you watched the vaccination documentary, "Vaxxed: From Cover-Up to Catastrophe," by Andrew Wakefield MD, director, and Del Bigtree, producer? This is the documentary Robert DeNiro was pressured to remove from his Tribeca Film Festival.
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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