resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
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.
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.
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.
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.
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).
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
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.
July, 2008, Vol. 08, Issue 07
Don't Discount a Discount
By Cary Bayer
In my previous column, I discussed how raising your self-esteem can have a profound effect on your income. It can help you raise your fees, while discounting yourself can lead to discounting your fees. There is one time that lowering fees can be wise.
A variation on a nursery rhyme will shed some light on this matter: This little therapist went to market, wisely pricing their services (and brought home lots of new clients). That little therapist stayed home because they felt uncomfortable "marketing" and hoped clients would come to them. And this little therapist (the first, that is) ran all the way home (to fill out deposit slips, which they promptly took to the bank, laughing all the way). OK, maybe not laughing all the way. Sometimes, when you update a nursery rhyme, you tap into childhood wisdom. Like show and tell, milk and cookies, and naptime.
Unfortunately, marketing and pricing were not taught in kindergarten (or in massage schools, for that matter), but nursery rhymes were, so you can profit from the hidden knowledge they can provide. By the time you were in kindergarten, you knew a few things about money and pricing - enough to know a good deal when you saw one. If mommy wouldn't buy you that toy you wanted in the supermarket for $10 because it cost too much, by the time it got reduced to $5, you might have reminded her of the bargain awaiting her.
Fast-forward 20, 30, 40, 50 or even 60 years. Now you're a professional massage therapist. Let's say you're a good one, which means you're gifted once people are on your table. If that's the case, it's important you spend time getting them to that table, because if you're good, they'll keep coming back for more. They want what you offer, and you're good at giving it to them. So, here's the $64,000 question: How do you get more of them there?
That's the question so many massage therapists ask me. There are, of course, many ways to do that. I'll describe one such way in this article. It's a surefire method for all therapists, but particularly for anyone who:
It's a technique that's been used successfully by many established businesses in many different industries. And it can work just as well in the massage business.
You've no doubt seen restaurants and retail stores in their first few weeks of operation. The "Grand Opening" signs are still up, the bunting is still present. Often, introductory prices are still in effect. All of this works to bring in customers, all of whom are new, since the business has just opened. Businesses do this because they know how valuable a new customer can be.
Massage therapists can profit from similar introductory sale prices. How many of you can resist a 50-percent off or 67-percent off sale at your favorite clothing boutique or department store? The reason the day after Thanksgiving is the busiest shopping day of the year is because that's when stores from Maine to California discount their merchandise to stimulate holiday sales.
Who can resist a $60 massage marked down to $30 or even $20? Anyone who's ever enjoyed the benefits of massage would jump at the chance to get a massage for the price of a pair of movie tickets and popcorn. Sure, such deeply discounted prices might attract bargain hunters lured by a cut-rate massage who come just once because they'll buy anything once when the price is right. But the chances are outstanding that you'll attract many people already in the massage market - people who already are getting massaged regularly, but will try you out because of the sale. If they like you better than they do their current massage therapist, they'll switch to you in a New York minute.
Their next treatment also can be discounted from your normal rate if you inspire them to purchase a discounted, prepaid package of five or 10 treatments (as I've explained in previous columns). You'll also attract new people to massage, all of whom can become regular clients who come once a month, once every two weeks or once a week, and pay as they go.
My clients who have employed this strategy are finding surprising (to them, not me) results. One ad sometimes attracts several new clients, many of whom become regulars. Didn't realize getting a new client could be that easy? It can be.
As I mentioned above, it also can be a sound approach to market any new modality you've just incorporated into your work, such as Thai massage, hot stone, lomi lomi, and so on. If this pricing program delivers just one new client who comes to see you even once a month for three years, which seems to be in the ballpark of what an average client does, that client will be worth nearly $2,200 to your business. And that doesn't include the clients they refer to you. If someone told you that you could get $2,200 in new business by investing just $30 (the discount for an introductory session), wouldn't you jump at the chance to do it?
I thought so. So, what's stopping you?
Click here for more information about Cary Bayer.
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.