resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
Dr. George Goodman and His Legacy to Logan University
Those who knew him called him a revered leader, a visionary and one of chiropractic's biggest advocates. George A. Goodman, DC, Logan University's sixth and longest-serving president, passed away on Sept. 9. He was 70 years old.
Sports Science: What's in That Drink?
Athletes frequently ask me what the best liquid is to drink during exercise – water or a sports drink? Water provides the necessary hydration, but unfortunately, it lacks the key nutrients to aid in performance and recovery.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
Uncle Sam Needs You (Part 2)
Where chiropractic care has been used in the military health services, it has been deemed very successful.
CMT & Stroke Risk: Myth vs. Fact
By now, most of you have probably heard that the American Heart Association recently published a statement regarding the association between cervical dissection (CD) and cervical manipulative therapy (CMT).
The Case for Immunization
As long as I have been a chiropractor, I have seen many in this profession oppose vaccinations. Indeed, it has often been taken as a "given" that to be a principled chiropractor requires a curmudgeon's willingness to hold aloft that banner of opposition.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
Correcting Pelvic Rotation Around the Long Axis: Adjustment Protocol
The pelvis can be considered a ring that can misalign on the sacrum rotating around the long axis. The following is a description of an adjustment that helps to correct sacroiliac rotation around the long axis.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Essential Orthopedic Testing: Tests That Involve Standing on One Leg
Since these tests have a common mechanism of performance (standing on one leg), there are differential diagnostic concerns during testing. The tests cannot be completely isolated from each other for performance.
Commingling Money: 12 Questions for the ACA About the CHAMP / NCLAF Merger
The American Chiropractic Association recently announced it was merging the National Chiropractic Legal Action Fund and the Chiropractic Health Advocacy and Mobilization Project into a single entity that will support both legal and legislative actions.
Communication 101: Please Explain Yourself!
Twice this past week, I overheard conversations about chiropractic. As you can imagine, it is a topic my ears naturally pick up. In both cases, a patient was talking to a friend about their experience with a chiropractor.
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 2)
As mentioned in part 1, using a flexion-distraction table is a great way to unlock this particular fixation. You have found the stuck segment. You have determined whether it is unilateral, midline or bilateral.
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Chiropractic Research in Review
Predicting Pain With Disability in Office Workers; Traction Approaches for Discogenic Cervical Radiculopathy; Intra-Articular Gas Bubbles Following Manipulation; Nonresponsive Chronic Ankle Sprains: Think Tendon Rupture.
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
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 more information about Jenn Sommermann, LCMT.
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.