resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Mind-Body in Motion
A central goal of low back pain treatment involves the correction of dysfunctional movement patterns believed to be responsible for spinal overload.
Let's Speak With One Voice in 2015
For the longest time, the chiropractic profession has attempted to achieve some form of unity. On a political level, this was characterized by an ultimately unsuccessful two-year merger effort between ACA and ICA leadership from 1986-1988.
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.
Connecting the Dots
In 2002, I published a book on patient examination procedures that included information on the procedural coding of the recommended examinations. The book should have been published in 2000, but I had trouble finding a publisher. Why?
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.
Cell Health (Part 2)
Dr. Barsten, your book is about restoring "cell vitality." Can you briefly define the term? Cell vitality is more than the mere absence of symptoms or pathology, but optimum structural, physiological and energetic 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.
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.
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.
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.
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!
Leaving Footprints on Capitol Hill: Tribute to Dr. Kenneth Luedtke (1930-2014)
It was with great sadness that I heard of the passing of Dr. Ken Luedtke.
Unlevel Pelvis in the High-School Athlete: Exploring Causes and Effects
The unlevel pelvis is all too common in the high-school athlete and if not detected, will likely cause a lifetime of musculoskeletal issues. Any provider who doesn't look for this common finding is missing critical information.
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.
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.
News in Brief
An Encouraging Sign at Palmer; NBCE Announces Retirement of Longtime Director of Testing.
The CDC came out with a report in March 2013 that suggests 1 in 50 children will be diagnosed somewhere on the autism spectrum – significantly higher than the 1 in 86 figure that came out in 2007. What does this mean moving forward, particularly for children?
Help Your Parents Stay Engaged
As much as parents may wish it were so, children do not come with an instruction manual. There's no "how to" that can be followed and no two children are alike, so what works with one generally won't work with the next.
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.
April, 2010, Vol. 10, Issue 04
Is This Any Way to Run a Business?
By Cary Bayer
Retail advertising, discussed in my previous column, requires precise advertising layouts and copy. Make certain that the words "50 percent off" are not only prominent in type size, but the very headline of the ad as well.It should look something like the following: "50% OFF MASSAGE SALE." Directly below that, indicate what the actual cost will be for first-timers who respond. For example, if your normal fee is $70 for an hour-long session, indicate that your price has been slashed to $35. One effective way of doing this is to use the universal language of the line through the center of some image or piece of copy. Also, make certain that it's clear to any reader of your ad that the offer is only for new clients.
The buy-one-get-one-free promotion is the one I recommend more highly than the 50-percent-off special, because the new client gets to experience your healing art twice and also pays full price for it once. Your message should feature the word "free" in very big and bold letters. In recessionary times, that word is of huge importance to people. It seems as if every single aisle that I push my shopping cart through at my grocery store has a promotional offer featuring the word "free" in big letters. The supermarket isn't the only category of business doing buy-one-get-one-free appeals; so, too, are restaurants, bookstores, clothing stores and many other retail establishments. Your layout should look something along the lines of: "Buy One Massage, Get One Massage FREE" or "FREE MASSAGE when you purchase one massage for (your price)."
Don't waste any valuable advertising space mentioning the many modalities you practice. Most people, especially those who aren't familiar with massage, don't know much about neuromuscular, deep-tissue or Swedish, and they couldn't care less about each. LMT lexicon is great to share in more appropriate settings such as local chapter meetings and state/national conventions but not to the average consumer. The average client or prospect of massage wouldn't know their myofacial if it hit him in the head. Instead, talk to them about the many benefits they will receive from their service, not the service itself.
Keep your communications simple, particularly in your ad, where less is more. Open space in the ad is of value; it helps convey the feeling of relaxation the client desires to experience on your table and that you're eminently capable of delivering. Ad messages that are very copy-heavy are less effective than ones that have more "air" or negative space in them. Empty space is a good thing; think of it as a kind of Zen approach to advertising.
I recommend that any offer you're touting should have expiration dates. This can be inserted right underneath the price. If your ad comes out at the beginning of the month, give the reader about 30 days to take advantage of your special. This encourages a prompt response if people are to gain the price break. Creating a sense of urgency is important. After all, why shouldn't they get cracking to get a free massage?
I wouldn't waste ad space communicating that the new client needs to redeem their free massage within a week of getting their paid massage. That's something you can convey when they call you on the phone and book a paid session. The reason for the free massage within a week of the paid one is to give the client the experience of enjoying your work on a weekly basis so that if they become a client, they have established a small habit of seeing you weekly. Naturally, at the bottom of your ad, you'll need to include your name, phone number, Web site (if you have one), address (if you have an office) and license number.
Incorporate these creative elements in your ad and you will have some new customers. One client of mine had 19 people respond to such an ad. Sixteen of these people never came back as regular paying clients. On one level, you might argue that the advertising was a waste of several hundred dollars. After all, that's a lot of free massages to give out. If you're paying attention to the numbers, however, you will have noticed that I didn't mention the other three. One became a regular monthly client. One came in regularly every two weeks. The third opted for a weekly visit. One other thing about this weekly client: she is a medical doctor, and has been referring many patients who have also become clients.
When you consider that 16 massages were given away for nothing, was this promotion worth it? If you think it was a waste, you might never be able to grow your business. Let's try to analyze what these new clients will be netting the therapist. Let's suppose each client keeps up the massage frequency they have begun. Then let's suppose each client remains a client for what most therapists say is the average length of a client relationship: three years. At a $70 massage rate, the monthly client will pay $840 the first year and a total of $2,520 over the course of this estimated three-year term. The bi-weekly client will spend twice that amount, or $5,040, in those 36 months. The weekly client will pay $10,080 in that period. If you add all this up, you reach a total of $17,640; and that doesn't account for any MD referrals. To generate such revenues, the advertising expenditure was about $400.
To paraphrase the famous old National Airlines advertising slogan: "Is this any way to run a business? You bet it is."
Click here for more information about Cary Bayer.
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