Lost A Sale, But Initial Phone Consultations ‚ÄĒ A Big Part Of Brilliant Customer Service
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The Risks I Took
We all take risks when we choose this profession. For some, it is not knowing if you can make a living practicing TCM. For others, it is parental or cultural disapproval.
Integrative Medicine for the Underserved: A Seat at the Table
Numerous organizations have risen to the challenge of providing care to medically-underserved populations and here we feature one such group.
Chinese Doctors Poke Holes in Australian Study
A recent Australian clinical trial, published in the Journal of the American Medical Association (JAMA) in 2014 by Rana Hinman, et el., evaluating the effectiveness of both needle and laser acupuncture for chronic knee pain.
Leg-Length Inequality and Pelvic Fixation: A New Approach to the Negative Derifield (Part 3)
A patient with sacroiliac fixation and dysfunction ordinarily demonstrates a noticeable leg-length inequality when placed in the prone position on the adjusting table.
The Source-Luo Point Combination, Part 2
The Da Cheng includes symptoms for the source-luo points that indicate when to use them for treatment. Yang defines the method as the guest-host (it is one of a variety of acupuncture point combinations called guest-host).
Creating Relationships at Southwest Symposium
The month of May brought many interesting activities. As I have said in many previous columns this year, this profession is moving in a very exciting direction. Make sure you are getting involved. If you're not, you just might get left behind.
News in Brief
Investigating the Cellular Impact of Mechanical Force; National Board Seats (Not-So) New Officers at Annual Meeting.
Q&A With the First VA Chiropractic Residents
As you may have read previously, a major step forward for the profession occurred in July 2014 when the Department of Veterans Affairs began piloting a chiropractic residency program at five locations.
Treatment of PTSD: An Opportunity for the Practice of Integrated Medicine
PTSD is widespread across America today. Not only do many of our honored men and women in uniform bring it home with them from the war zones they have been active in, but it often follows any life-threatening event people go through when their lives have been in danger.
Sports Medicine 101: Surgery or No Surgery?
In the world of sports medicine, many careers are saved by surgeries that correct traumatic damage to the body. Muscle tears, ligament damage, fractures, spinal disc herniations, and joint instabilities are a few of the issues frequently addressed with surgical intervention.
Key Changes and Updates to the 7th Edition CNT Manual
Acupuncture Today recently interviewed Jennifer Brett, ND, L.Ac. regarding the updates to the CNT manaul.
Marketing with a Microphone
When given an option, it stands to reason that people prefer to do business with those they know, like, and trust.
The Three Heater Official
This Official, belonging to the element Fire, is responsible for maintaining and regulating the heating system of the body, mind, and spirit. It is named for its function. The trunk is divided into three "burning spaces" or "jiaos."
Desert: A Metaphor from the Study of Genetics
In most of the human lives I know about, there are stretches of time which feel stagnant, or worse. We can feel adrift, or wounded and sidelined, and these times don't seem to carry much usefulness while they are unfolding.
An International Life: An Interview with Mary Elizabeth Wakefield
I met Mary Elizabeth Wakefield during her class last summer in Seneca Falls, New York at the Finger Lakes School of Chinese Medicine.
Meet Cheyenne: Your Future Colleague
Allow me to introduce you to Cheyenne (Chey), the daughter of some of our family's closest friends. We attend and serve at the same church together, and have known each other for many years.
Going On-Site With Chiropractic Care
The Foundation for Chiropractic Progress has released a position paper highlighting the financial, clinical and patient-satisfaction benefits of providing chiropractic care at on-site corporate health clinics.
I was sitting in a Pizza Hut in Peoria, Ill., with my friend Reggie, sometime in the spring of my senior year in college, when he started doodling on his paper placemat. In those days, the company had a picture of U.S. on the mats, showing all the locations of the "Huts" in the country.
Should You Change an Athlete's Natural Running Form?
Once past the ankle, impact forces travel at about 200 mph into the knee. In addition to allowing the quad to absorb force, bending the knee (E) prevents the hip and pelvis from moving up and down too much (F), which is important for injury prevention and efficiency.
Free Yourself From the Pocketbook Practice
Let's take a journey together; there's an important lesson to be learned. Imagine a town or city just like yours.
Nomenclature and Classification of Lumbar Disc Pathology: Version 2.0
The Nomenclature and Classification of Lumbar Disc Pathology consensus, published in 2001 by the collaborative efforts of the North American Spine Society, the American Society of Spine Radiology and the American Society of Neuroradiology, has guided radiologists, clinicians and the public for more than a decade.
October, 2008, Vol. 08, Issue 10
The Power of Newsletters
By Jenn Sommermann, LCMT
If you have read any of my previous articles, you know that I am passionate about marketing and that success comes to those who do it efficiently and effectively. Unfortunately, many massage therapists don't feel it is necessary and rely solely on word-of-mouth, only to shut their doors after a year or two of being in business.Most of my articles and marketing tips focus on techniques that are simple and cost-effective. It doesn't have to cost a lot of money and it can be quite enjoyable.
One of the most overlooked marketing techniques is a newsletter. Why everyone doesn't produce one is beyond me. It is one of the single best ways to inform clients, keep you in their minds and get the phone ringing. Read on and find out how simple it is. By the end of the article, you should be jumping at the opportunity to produce one.
There are two types of newsletters: print and e-mail. Many years ago, the former was the only option and it was more costly. It not only involved production, but also printing, labeling and postage. Although this is still used successfully, you can choose the more cost-effective route of e-mail. At the very least, you should be gathering contact information on your clients including their e-mail addresses. Even if you are not ready to start an e-mail newsletter, you want to have the addresses for when you are ready. Not only should you collect your current clients' e-mail addresses, but those of potential clients as well. When you are at events, whether socially, providing chair massage or networking, ask people for their contact information. Before you know it, you'll have a substantial database of e-mail addresses. I like to keep mine organized on an Excel spreadsheet.
At this point, many of you are probably saying, "I have no time to write a newsletter" and your point is well-taken. In fact, the industry has recognized these time limitations and done much of the work for you. There are several companies that offer massage-specific newsletters for sale. Google "massage newsletters" and you will find them. You can purchase a template for hard copy or e-mail. Some are generic in nature, but others can be personalized for your business, often with a personal message from you. These companies offer a list of topics from which to choose, ranging from the benefit of water to gardening injuries. Choose the topic that fits the season and/or your clientele. When you purchase the hard-copy template, you are responsible for the printing, labeling and postage. Many massage therapists still use this method but keep in mind, it is more time-consuming and more expensive than the e-mail variety.
The e-mail template is similar in that you chose the topic and can often customize. Your task is then to distribute the newsletter to your database. Unfortunately, with so much spam in people's e-mails, Internet service providers (ISPs) are very strict about sending bulk e-mail. The goal is to get the newsletter into the mailbox of your prospective client. If it goes into a spam folder, it is a waste of your time and effort.
To remedy this, many companies will do bulk mailing for you. In fact, you have probably received an e-mail from one of these services and perhaps didn't even know it. Some of these services charge for the quantity of e-mails you send and for the frequency of use of the service: The more you use it, the less you pay per e-mail. If you regularly send newsletters to your clients and e-mail them with weekly specials or appointment openings, this service is a must and very cost-effective. Of course, you can send each newsletter individually. However, assuming you have at least 100 e-mail addresses, this can be time-consuming. Some ISPs will grant special permission to send bulk e-mails but it takes some effort to contact the company and request this special status.
Remember that any monies spent for a newsletter counts as a business deduction. Keep track of the printing, labeling and postage or the ISP and of course, the cost of the template and mark it as a promotion or marketing expense.
Last but not least, you can create a newsletter yourself. Many people fear doing so because they think it has to be an elaborate tri-fold with lots of color and photos. And then there is the issue of content. Who will write these professional, educational columns? It doesn't have to be that hard. In fact, it doesn't have to be hard at all. The only purpose of a newsletter is to keep your business fresh in your prospective clients' minds. This can be done through a simple e-mail.
My monthly newsletter consists of four paragraphs and one graphic. I have contacted my ISP and asked for permission to send bulk e-mail. Once a month, I e-mail about 300 people with a friendly e-mail. The graphic is on the top of the e-mail, corresponding to the season or the holiday. The first paragraph is about me and my practice. I always like to share a little bit about myself in the beginning. My clients genuinely care about me and want to hear about some little tidbit of my life. The second paragraph consists of the "special" of the month. For example, in the month of May, I offer a Mom's Day Special package, and this is the place I let my clients know about it. The third paragraph is a perfect place to either add something about massage or some other interesting tidbit. One month I added a recipe for BBQ pizza. One month I wrote something about the benefit of nylon vs. cotton socks for exercise. Of course, feel free to write something about massage, its benefits or any other health-related article.
Whatever it is, write from the heart. Your clients will appreciate your effort and since they already know and like you, they will enjoy whatever you have to say. The last section of my monthly newsletter never changes; the frequently asked questions or FAQs. Where do I travel? What do I charge? What modalities do I use? Do I accept tips? Is there a cancellation policy? What can I expect from my massage? I cut and paste them into the new e-mail each month. And that's it! Pretty simple and wildly effective.
Keeping in touch with your clients via a newsletter is one of the best ways to boost business. It never ceases to amaze me how the day newsletters are received, my e-mail inbox gets fuller, faster and my phone rings more. What do you have to lose? You have so much to gain.
Click here for previous articles by Jenn Sommermann, LCMT.
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