resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
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.
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.
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.
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.
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.
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 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."
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.
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?."
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.
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.
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.
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.
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.
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.
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.
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.
Calcium Helps Prevent Colorectal Cancer
Over the past 25 to 30 years, studies have suggested calcium may confer protection against colorectal cancer.
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.
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.
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.
February, 2012, Vol. 12, Issue 02
Unlocking the Secret to a Thriving Massage Practice
By Stephanie Beck
Whether you own a thriving massage practice, you just want to develop a base of recurring customers, or you're just starting to get clients this article will reveal the little known secret to have more joy from your work, get more clients, ultimately make more money doing what you love, and show how online marketing allows you some of the best ways to achieve those goals.And it doesn't matter whether you have employees of one or 101, all of these ideas can be applied to any sized business.
Here is the little known secret to every successful marketing campaign: always lead with your WHY. That's right, "Why are you doing what you are doing?" It sounds so simple, right? If you want to be successful as a massage therapist, you must find a way to separate yourself from your competitors. There are about 250,000 registered massage therapists in the U.S. alone ... and guess what they all have in common? They massage people. So, if you want to stand out from the crowd and have clients wanting to work with YOU rather than any of the other countless massage therapists out there, do NOT just tell people WHAT you do, tell people WHY you do it. This is your unique angle.
In this day and age, the world of business is undergoing a completely revolutionary shift. The rules are changing. Businesses that solely focus on their bottom line will wither away and soon be forgotten. So, for most of you reading this it would be safe to say you were first drawn to massage because you had a passion to heal others, right? And if you are just starting out, you have invested countless hours in your education. And if you have been in business for a few years, lets add a few more hours of continuing education to fuel the inspiration that keeps you focused on why you continue to do what you do. But it really goes beyond that. You need to fully understand your "Why" and for most in the profession, it isn't about the money. It's so much more.
Consider this, if the massage profession is so inspiring and full of passion, why is it estimated that 50,000 therapists out of the total 293,531 leave the profession each and every year? To put it in simple terms, that means more than one out of every six massage therapists will leave the profession this year, and not because you don't enjoy it, but simply because you do not know how to translate your "why" you do what you do into how it helps your customers and potential customers lead better, healthier lives.
Want to make a change? Start now by getting a piece of paper and a pen. Begin by making a list of your personal, professional and financial "whys." A personal "why" could be that you want to help make a difference in someone's life. A professional "why" might be you want to educate 100 people on the benefits of massage within the next year. A financial "why" might be that you want to be able to offer free massages once a month to a woman's shelter. Or, your financial "why" might even be something to the effect of you want to stop working your other part-time job and do massage full-time. They can be as simple or complex as you want. Take five to ten minutes and complete this exercise now.
Incidentally, this is a great exercise to repeat frequently because as your business grows, your "whys" will evolve, change, or in some cases, get much bigger than when you first started. This is even something you can have all of your team members within your organization complete.
As you are reading this, think of five other therapists you know, perhaps ones you went to school with or attended a CE class with or that you have met along your path. Now, which one of you will not be practicing massage a year from now? That is a very sobering thought, but not to worry, if you are reading this and want to make some simple changes you are on the right path. This isn't all doom and gloom. The sole purpose of sharing these ideas is to offer some simple steps to create, not only the massage practice you really want, but the life you truly desire. A successful massage practice just happens to be in the picture.
Since you have a nice list of reasons why you do what you do, let's take it a step further. Being a massage therapist and simply massaging people is one thing, but being a massage therapist, where you're skills, open heart and your deepest desire for improving other people's lives fuels a cause and a bigger mission is completely different. It's no secret that as a massage therapist you are incredibly passionate about what you do. You may even be among the vast majority who chose this line of work because they were answering the same noble calling: to heal the world. That's the difference between what you do, and why you do it.
So, how do you translate you're "why" you do what you do into how it helps your customers and potential customers lead better, healthier lives? You know why you do what you do so how do you get that communicated into benefits for your customers? Unless you understand the modern-day solution to creating the massage practice of your dreams, you are in danger of being just another statistic. Think about it, all of the greatest companies in the world don't just offer a product or service, they offer an experience and at the core of it all, and those that do it well, offer an opportunity to be a part of something bigger. Your "why" is something bigger.
Let's take a real world example like Apple. Why do you think they have such a loyal, raving customer base, and own such a huge part of their market? They don't just sell electronics. They offer an experience and an opportunity to be a part of something bigger. If Apple were like everyone else, a marketing message from them might sound like this: "We make great computers. They're beautifully designed, and simple to use. Want to buy one?" And that's how many of us communicate. We say what we do, or how we're different or how we're better, and expect someone to take action based on that. But it's not inspiring.
Now, here's how Apple actually communicates: "In everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed and simple to use. We just happen to make great computers. Want to buy one?" Do you see how this is completely different? That's a perfect example of leading with "why" and how the why benefits the customer.
In order to communicate your "why" into that experience and make it so the customers see, feel and understand how it benefits them, remember to see it from their point of view. "How is my why going to help them?" When you lead with why you do what you do and how it's going to benefit them and you share this beneficial vision to others, you will attract more people who share that same desire. Furthermore, those people are going to happily pay a premium to have an ongoing relationship with you. People want to know YOU. When clients want to work with you, it's because of your connection, the rapport, what is unique and fascinating about you, and ultimately, how they feel by associating themselves with you. Of course, it's important to be able to massage people well, but remember, at the end of the day, they buy YOU, not your massage service.
By sharing how your why benefits them you are creating a relationship. Remember that saying "no one care how much you know until they know how much you care?" Your why you do what you do to benefit your customer shows them how much you care. To help you get clarity on translating your "why" into benefits for your customer, on the same piece of paper answer these next 3 questions:
Be sure to give these some thought and take your time to really think about what it is that you feel most passionately about massage and why you chose this profession. Once you have answered these questions you should have your why and how your why benefits your customers. You may be asking yourself why this so important. It's important because people are starting to care less and less about what a business does and more and more about the people behind the show, who they are, and what they stand for.
So, that's the little known secret. Lead with your why and how it benefits your customers and you will reap all of the rewards that come with having the business of your dreams. Live your passion and serve millions of people around the world simply by sharing your why.
Click here for more information about Stephanie Beck.
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