resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Online Efforts That Convert Traffic Into Patients
Most chiropractors are using "dinner with the doc," "refer a friend," customer appreciation days, grand openings, health fairs, chamber of commerce meetings, and other networking events to get new patients.
The Conscious Evolution of Healing, Part 2
The idea of transmission is very important in the Chinese medical classics. According to author Claude Larre, the ancient Chinese were highly interested in the connection between things. Nothing was looked at as an isolated entity.
Put the Social Back Into Social Media
Social media is more than a passing fad, it is definitely here to stay. Social media apps and channels of distribution may evolve, but the concept of social media is now big business and a part of all our lives.
Leg Length and Pelvic Fixations
A common component of low back pain is sacroiliac joint dysfunction. Signs of SIJ dysfunction can include fixation with reduced range of motion, and localized pain or joint laxity and inflammation.
Case Histories from Bali: Treating Balinese Chidren with TCB and Shonishin
When I moved to the island of Bali in 2005, I offered my services in Bumi Sehat, which means Healthy Mother Earth, a free birthing center for poor and disadvantaged local women located in Ubud.
Joint Supplements for Athletes (Part 1)
Maintaining joint health should be a daily focus for athletes. Joint health is a complex issue for everyone, but for athletes it poses a greater concern.
It might have been a miserable start to the day in the heart of downtown San Diego. A heavy rain had soaked the large homeless population congregating near the intersection of Third Avenue and Ash Street as they waited for a free breakfast to be served at the First Lutheran Church on the corner.
It's Time to Create a Strong Acupuncture Footprint
Footprints in the sand. Footprints in the snow. Where do these footprints go? Some are big, some are small, but footprints are made by all.
Reflections: The Art of Teaching Asian Medicine
Over the past three decades, my global workshops have been translated into German, Swiss German, French, Romansch, Spanish, Lithuanian and Xhosa. Time to offer you new teachers a few tips!
The Easy Way to Learn How to Document ICD-10
The 2015 Work Plan for the Office of the Inspector General (OIG) includes a focus on chiropractic services. This means chiropractors can expect to see more audits and reviews in the coming year because private payers pay attention to the OIG's focus as well.
What's Triggering That Point?
An orthopedic friend recently saw a patient of mine. He felt an injection of a trigger point (TP) at the upper trapezius and surrounding areas was necessary, since that was the patient's area of chief complaint and there was a tender, radiating nodule.
Old TCM Sayings: Treat the Front to Treat the Back
Chinese medicine college was, and always will be, a memorable time. It was a time of massive personal and professional growth.
Adjusting the Occiput on the Atlas
You may never see a particular set of patients in your office – the ones who are either afraid of neck adjustments or have had a bad experience. A vast majority of those who had a bad experience did not have a life-threatening vascular event.
Neuroscience: Where Western Medicine and Chinese Medicine Can Come Together
The recent advances in neuroscience are truly incredible. With this expansion of scientific knowledge, I would like to see even more research into the neuroscientific basic of acupuncture and Chinese Medicine.
Are You Really a Healthy Eater?
I always giggle a little bit (to myself) when someone comes into my office and informs me that they are a healthy eater. What exactly does that mean? Does that mean they eat sugar in moderation? And what's that, exactly?
Finding Balance in the Clinic
This past December, I celebrated 11 years in practice. I seriously don't know where the time went. I feel beyond blessed and grateful to be practicing our profound and beautiful medicine and to be helping guide my patients restore a state of optimal health.
The Top Seven Website Mistakes Clinics Make
The majority of acupuncture clinics finally have a website for their business. Having a website is crucial for being found online through Google, Facebook and review sites like Yelp.
A New Era of Injury Awareness Means a New Focus on Prevention
Despite a dramatic Super Bowl last month, the National Football League has taken quite a few hits lately concerning player injuries, particularly concussions.
Connections Worth Making
"If most doctors are like me, [they are] isolated physically and professionally. I do not make the time to connect with other doctors and also a lot of doctors do not want to be connected for a lot of reasons. Dynamic Chiropractic keeps me grounded and connected.
We Get Letters & E-Mail
We Have Come a Long Way – But There's a Long Way to Go; Grounded and Connected.
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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