resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Calcium Helps Prevent Colorectal Cancer
Over the past 25 to 30 years, studies have suggested calcium may confer protection against colorectal cancer.
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.
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.
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.
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."
Transparency and Accountability: Q&A With the CCE
Every profession needs an organization dedicated to upholding the quality and integrity of its degree programs and educational institutions.
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.
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?."
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.
5 Ways to Occupy Occupational Health
Despite the progress that has been made to better protect workers, occupational health and safety remains a priority area for many national governmental organizations due to the widespread problem of occupationally related morbidity and mortality.
The X Factor in Clinical Research: The Patient
It was the great baseball legend, former New York Yankees catcher Yogi Berra – he of countless aphorisms, each with a mind-bending twist – who once declared, "You can observe a lot by watching."
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Understanding and Identifying Pediatric Growth-Plate Fractures
In general, fractures in children heal well with little intervention as long as the alignment is good. Fractures involving the growth plate, however, are a different issue. In fact, growth-plate injuries are the primary reason for the subspecialty of pediatric orthopedics.
Saying No to Medicine
An interesting article recently appeared in Men's Journal titled "When to Say No to Your Doctor." The article begins with the summary statement above and effectively arms readers with information that will help them "take more responsibility for your own health care, because you can't be sure anyone else is.
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.
Web Marketing: Content Is King
Google's sweeping updates to its search algorithms over the past few years have brought a paradigm shift in how you can optimize your chiropractic website to gain maximum marketing leverage.
Help Patients Achieve Optimal Vitamin D Levels
Much research has been done on vitamin D levels and their impact on health; optimal levels have been correlated with a reduced risk of developing numerous conditions.
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.
Talking to Patients About Healthy Aging
I've noticed that a particular category of patients seems to make up more and more of my practice – they work out, but still experience lots of degenerative joint disease (DJD) issues.
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.
Blaming the Gluteus Medius, Overlooking the Deltoid
The gluteus medius (Gmed) is commonly written about, strengthened and blamed for many conditions, and rightfully so. After all, the Gmed plays a role in pelvic stability, hip motor control and lower-quarter dynamic movements.
June, 2009, Vol. 09, Issue 06
Promotion and Sales: What language do you speak?
By Lisa Curran Parenteau, LMT, NCTMB
Editor's note: This is the second article in a four-part series discussing marketing in the massage industry.
I know you desire more success and abundance in your practice and in your life. Even now, you are improving your practice by keeping current with your professional journal Massage Today! I also know that you are curious about how to promote your business in some new ways. Strong communication skills are a key building block to successful promotion and increased sales. When talking about massage and your practice, what language do you speak?
Effective communication, listening and being compelling enough to be listened to, is truly a skill that is a life-long pursuit. This quote by Edith Wharton illustrates my view: "There are two ways of spreading light: to be the candle, or the mirror that reflects it." Some folks are better listeners (mirrors), while others are better speakers (candles). I want to focus this article on building some skills to help us communicate about the art and science of massage with more ease, poise and illumination. My hope is that this will not only impact your business, but also our profession as a whole.
If you are like many therapists, you are probably a very good listener, both verbally and non-verbally. Likewise, your skills and confidence in clearly articulating what you do, why you do it and how you might provide an invaluable service may be a challenge for you. I invite you to move out of your comfort zone and consider trying a few new tools. First let's create a new (or updated) "elevator speech" (or pitch). Stop rolling your eyes. I promise you, if you give this a try and practice it, your confidence will soar! The second tool is developing a bullet list of solutions that you can offer to your potential perfect clients.
A few questions to put on the table in preparation for developing your pitch: What would you say if you ran into an old friend or classmate in the street that you hadn't seen for awhile and you told them you had become a massage therapist? How do you answer the question "What do you do?" Can you sum it up in a few minutes, with passion?
Elevator Speech: Your "Pitch"
An elevator speech is a short and sweet opening to your professional side. Add a bit of your personality and you will be set to capture the attention of potential clients and widen your professional network. This miniature speech should be a prepared presentation that sounds "off the cuff."
Step 1: Brainstorm some descriptive language about what amazes and thrills you about your work. Jot down words and short phrases as they occur to you. Don't worry about making sense or connections. You are simply gathering raw material. Be authentic and use words that you would really say in conversation!
Step 2: From this list, choose two words that you find especially evocative - that really tug at the heartstrings of your passion for your work. Trust yourself and go with your instincts here. If you can, look up each word in a dictionary. Contemplate what you have chosen and what it really says about why you are a massage therapist.
Step 3: Gather the pieces.
Step 4: Now, put it all together in one or two sentences. This statement, in 60 seconds or less, should introduce you and what you uniquely offer the world. "I do (nature of service) + for (ideal client) + so that they can (benefit to the client)".
A good elevator speech will most likely evolve over days, weeks, or months. Start the evolutionary process by writing your first draft today. In other words, don't wait for the perfect elevator speech. Write an imperfect one, use it, and the perfect one will evolve in time. Jim Rohn, American entrepreneur, author, and motivational speaker, states, "Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people."
Bullet List of Solutions
What is your solution to your potential client's problem or need? This bullet list of talking points is an expansion of the third part of your elevator speech. Why do most of your perfect clients seek you? Injury related pain reduction, sports conditioning, an energetic modality, or simply 60 minutes of serenity? Remember, YOU are the good listener, and you are probably very intuitive as well. Think of some health benefits of massage, quotes from experts and research some statistics from one of our professional association Web sites: American Massage Therapy Association http://www.amtamassage.org/news_editors.html; Associated Bodywork & Massage Professionals http://www.massagetherapy.com/learnmore/benefits.php; and/or Massage Therapy Foundation http://www.massagetherapyfoundation.org/researchdb.html.
Do a Google search on your massage specialty and interests. Write a clear and concise objective list of the benefits of massage for your perfect client or target market. Because of my special area of massage, my bullet list of solutions or talking points focused on promoting massage for elders and those in end-of-life care. They address the improvement in the quality of life for this fragile population:
Massage Benefits For Elders
I would also add some quotes from experts in the field:
To educate myself, I also have some stats about the opportunity for massage to serve folks in these special settings as part of my list. These trends help me feel passionate about my work!
What specific benefits, expert opinions and market trends define your special area of massage?
One Final Note
This article focused on verbal communication. Now align your newly crafted elevator speech with everything that represents or brands you in the professional world. What do you want to say in your printed marketing collateral and on your Web site about what you do and the benefits to your specialties? What about your facebook profile, business page or group, and your LinkedIn profile? As your practice grows, changes and is re-defined, take the time to refresh your branding. The good news is, today is the first day of the rest of your professional life!
I touched on the concept of your "perfect customer's characteristics" in Step 3 of the elevator speech construction. I look forward to sharing my thoughts and assisting you in defining your perfect customer in my next article. Until then, Namaste.
Lisa Curran Parenteau is a specialist in marketing and practice development. She serves as marketing consultant for the Center for Compassionate Touch, LLC and contributes to curriculum and program development. She also consults with other businesses, non-profit organizations and professional associations. Lisa serves the American Massage Therapy Association as the 3rd VP, webmaster for the Mass. Chapter website and will serve as a 2009 Mass. Delegate to the 2009 national AMTA conference, where she will be presenting a Position Statement to the 2009 House of Delegates. She also serves the Massage Therapy Foundation as a member of the Community Service Review Committee and the Chairperson of the newly formed Marketing Committee. Lisa can be reached at
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