resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Rethinking GMO: Less Panic, More Context
Some of you may have noticed that after writing parts 1 and 2 of “Genetic Modification of Organisms for Human Consumption” a while back [Nov. 15, 2013 and Jan. 1, 2014 issues], part 3 never appeared.
Thoracolumbar Syndrome: The Great Mimic
The thoracolumbar junction is a common area of joint dysfunction. The most obvious cause is dysfunctional breathing or lack of diaphragmatic breathing. Treating this breathing problem will ultimately be the long-term cure for the syndrome.
Medicalization and Mindfulness
The past several years have seen a veritable explosion of research on mindfulness. Research abstracts we've published in each issue of Health Insights Today under the heading "Mind-Body News" have increasingly reported on studies about mindfulness interventions.
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?
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.
Let the Patient Tell Their Story
Often when a patient presents with an injury, they want to tell their story. People by nature like to talk about themselves, particularly when they're worried about their health.
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.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 1)
When we think of lower back pain, we tend to think in terms of the lower lumbar spine and the SI joint. These joints and their discs are obviously important. However, we tend to miss fixations that occur just above – in the upper lumbar spine. Three questions come to mind: 1) Why is the upper lumbar spine so important? 2) Why do we miss the fixations here? 3) How can we adjust them?
Help Secure Our Future by Sharing It
The National Board of Chiropractic Examiners (NBCE) conducts one of the most comprehensive surveys of the U.S. chiropractic profession every 4-5 years.
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.
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.
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.
The Problem With Prolonged Sitting
We need to constantly talk to our patients about spending less time sitting and about what can go wrong with poor sitting postures. The fact is we sit too long in repetitive malpositions.
If You Get a Request for Records, Respond!
In our previous two articles, we discussed two of the main reasons for denial when chiropractic records are reviewed by Medicare contractors.
Improving Our Political Effectiveness
The November 2014 elections are right around the corner; members of Congress, governors and state legislators are all running. Now is a good time to talk frankly about our overall political involvement.
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.
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.
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!
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.
News in Brief
NBCE Launches Computer-Based Testing Era; California Chiropractors Get Expanded DOT Exam Privileges; New Jeff Hays Documentary.
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.
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.
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