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Detoxification for Athletes: The Key to Winning Performance
One of the most dangerous culprits that affects an athlete's ability to perform at an optimum level also happens to be one of the most elusive.
Healing Community Trauma in Israel and Palestine
It's the beginning of August and Israel and Hamas have just agreed to a 72-hour ceasefire after a month of brutal fighting. In the last four weeks, 1,830 Palestinians and 67 Israelis have been killed.
Get Ready For AOM Day
This year, AOM Day 2014 falls on Friday, (October 24th). This is a great opportunity to make your AOM Day celebration or event even bigger by extending it throughout the weekend!
The Life & Legacy of James Sigafoose, DC (1933-2014)
Surrounded by his family and closest friends, Dr. James M. Sigafoose passed away quietly on Thursday, July 3, 2014. With his wife of 60 years, Patsy, along with his children, Tina, Daun, Kieth, Selina and Carey – all chiropractors – at his side.
News in Brief
Oregon Gov. John Kitzhaber (a medical doctor, no less) proclaimed October 2014 "Oregon Chiropractic Health and Wellness Month" in an official proclamation signed Aug. 25, 2014.
A Healthy Dose of Failure is Vital to Your Success
As an acupuncturist I tend to see people after they have already suffered for years and "tried everything." They are so desperate for some relief that they want to know everything about how to get better, right now.
When Big Pharma Meets Chinese Medicine
Earlier this year, Bayer made a media splash with their decision to buy the Dihon Pharmaceutical Group Co., a Chinese TCM manufacturer.
A Glimpse Into China's Top Brain Hospital
The sounds of the city pass through the open window are overwhelming the microphone - car horns, construction machinery - and then there's the family at the adjacent bed talking loudly on cell phones, yet you can still hear the faint beep of our patients monitoring equipment.
The Spirit of the Point
After receiving a large amount of positive feedback on my San Zhen Protocols series, I have decided to focus this article on some relevant clinical aspects of acupuncture therapy prior to moving on to San Zhen Protocols III.
Building the DC-MD Bridge
From MDs practicing integrative holistic medicine to the family internist, many DCs are enjoying unprecedented attention from their allopathic colleagues.
Decompression-Traction: A Core Treatment Method in Chiropractic's Future
We're all competing for new patients. We're competing for new patients with physical therapists, massage therapists, medical specialists and hospital fitness centers. We're even competing with side-effect-ridden medications that quit working every four hours.
From the Other Side of the Table
People come to us to gain freedom from pain, to feel better, to live better. As D.D. Palmer stated, "We Chiropractors work with the subtle substance of the soul." Therein also lies the rub.
The Truth About Herbs
I appreciate the effort and research put into the article written in the June issue of Acupuncture Today regarding pesticides and Chinese herbs.
Your Patients' Best Health Resource
There is nothing as powerful as information. The right information has won wars, saved lives and changed hearts; lack of information has led to hesitation, poor decisions and unintended consequences.
How to Find Your Ideal Patient – and Help Your Ideal Patient Find You
Just imagine: You're at the front desk looking at the scheduler and a smile creeps across your face. Row after row, name after name, hour after hour; you're blessed with an entire day of ideal patients. Every day should be like this, you whisper. Exactly!
Watch Out for Red Herrings
In clinical practice, when one condition mimics another, it makes it difficult to obtain an accurate and timely diagnosis.
Thoughts to Live By
When speaking to your patients about their health make sure to ponder the following points and have them assess if they are making themselves even more sick by the thoughts they have about life. Are these some of the traits and thoughts that your patients might have?
Take Care of Your Skin: Tips to Pass on to Your Patients
Many of our patients are not aware that the largest organ in the human body is actually the skin. Accounting for 16 percent of total body weight and covering up to 22 square feet of surface area, the skin is more than just a "covering," as originally thought.
History of Animal Acupuncture: Part II
In Part I of this article, I had gone back to 1969 and tried to describe the atmosphere and events of that year that engulfed many of the younger generation, some who were all the core members of the National Acupuncture Association.
Ringing in a Fiscal New Year With a Recommitment to Cost-Effectiveness
Back when the Foundation for Chiropractic Education and Research was in its heyday, I used to send out New Year's greetings and virtual noisemakers to some close friends on July 1 – the beginning of our new fiscal year – wishing for prosperity in the year ahead.
MPA Media Wins Seven Publishing Awards
MPA Media, publisher of Acupuncture Today, among other titles, has been recognized for editorial and design excellence with an unprecendented seven publishing awards by the ASBPE, the nation's largest organization for business-to-business publications.
The Science Behind Happiness
Are you happy right now? Whether yes or no, there are a myriad of reasons why you feel that way. A whole academic discipline has developed to find out what causes or obstructs happiness, and how to amplify it.
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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