resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Can a Multivitamin Reduce Breast Cancer Recurrence?
There is a great deal of controversy regarding the value of multivitamin supplements in cancer prevention. However, with respect to preventing breast cancer recurrence, an important study was published in the Journal of Breast Cancer Research and Treatment in 2011 by Kwan ML, et al.
All Fiber Is Not Created Equal
Sometimes the best place to start is at the end. So, the conclusion of this article is that all fiber is good ... but some fiber is better. Let's break it down. There are two main types of fiber: soluble fiber and insoluble fiber.
Branding: Set Your Practice Apart
Dr. Brad started his practice seven years ago on a shoestring budget. He created his generic logo in five minutes using a website because he didn't have the time to figure out how to make something special.
What We Can Learn From Spine Surgery
Patients with lumbar stenosis presumably present for conservative care to improve their quality of life and avoid surgery. However, providing clear guidance to these patients can be difficult for a number of reasons.
A Simple Protocol for Holiday Stress
It's winter, a time when we should be deep in reflection, eating warming foods and sleeping long hours. Following nature's rhythms, we restore our bodies and minds in preparation for the renewal of spring.
Dedicated to Defending Chiropractic
Whether you're a veteran DC or a first-trimester student, the name George McAndrews should be part and parcel of your professional vernacular, as familiar as the word chiropractic.
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
Southwest Acupuncture College Brings It to Division 1 Athletes
When Michael Phelps' photograph with the distinctive round marks left by cupping went viral, the Division 1 student athletes treated through the Dal Ward Athletic Center at the University of Colorado (CU) could relate.
End of an Era Looms at NYCC
New York Chiropractic College recently announced that Dr. Frank Nicchi will retire in August 2017 after 36 years with the college, the past 17 as president.
Molecular Motors: Tiny Machines Behind the Rhythm of Life
In the clinic, we aim to restore healthy patterns of movement for qi that has gotten trapped or misdirected, or may have even collapsed. We may be focused on freeing stagnation, releasing heat or redirecting counterflow qi, but it often comes down to helping re-establish a flow of sorts.
6 Steps to Make 2017 Your Best Year Yet
People often ask me what defines success. Success, for me, is simple: doing exactly what you want to do in life. Whether it's the kind of practice you run, your life at home, your hobbies or something else, it's achieving anything you put your mind to.
A Q & A About Updated Codes
Yes, indeed there was an update to ICD-10 on Oct.1, 2016. This is a regular update to the diagnosis coding system and this type of update will occur every Oct. 1, just as it did when the ICD-9 system was in place.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion. For example, aperitifs – drinks consumed before a meal to stimulate appetite and digestion – were originally derived from bitter herbs.
Meshing TCM With Environmental Pediatrics: Where's the Overlap?
Pediatrics has a long history within Chinese medicine dating back to the late Han dynasty (i.e., the late 200s CE), with the two primary areas of emphasis being herbal medicine and xiao er tui na (pediatric massage).
Little Sticker, Big Impact
It's the end of an election year. Hilary Clinton and Donald Trump were the subject of conversation for everyone, everywhere for the entire 2016 calendar year. I don't think any of us can deny that this election affected us all very deeply on a personal level.
Overuse Injuries in Young Athletes (Pt. 2)
Most overuse injuries are benign, but there are some high-risk injuries that, if unrecognized or inappropriately treated, can result in significant loss in time from the sport or even require leaving the sport.
DVT: Know the Signs and You Could Save a Life
I lost a friend several months ago. He died from a pulmonary embolism (PE) secondary to a deep-vein thrombosis (DVT) that originated in his lower leg. Bobby was in his mid-60s, soft-spoken and had a big heart.
2016: A Year in the Life of Acupuncture
Happy Holidays, may you, your family and friends have peace, joy and blessings throughout this special time of year. As 2016 comes to a close, we can look back and celebrate the many events and accomplishments for the profession of acupuncture.
A First for the Profession: CCE Accredits First Chiropractic Residencies
The Council on Chiropractic Education (CCE) has awarded accreditation to all five chiropractic residency programs currently administered at Veterans Administration facilities, "the first residency programs in the nation ever to be awarded this distinction, a significant advancement in the evolution of chiropractic education," according to a VA press release announcing the milestone.
Another Chance to Make a Difference
Just a few months ago, "the worst natural disaster to strike the United States since Hurricane Sandy" hit Louisiana. During this storm, one area experienced 31 inches of rain in 15 hours as almost 7 trillion gallons of water rained down in just one week across the state.
A Letter to the Profession from the New President at AAAOM
Volunteering for a national, nonprofit organization brings with it such highs, lows, and accomplishments, as well as a steep learning curve.
Chiro School Reunion: Whatever Happened to...?
I opened the door to the closet slowly, carefully, since I knew it contained a large number of precariously stacked file boxes. It also held numerous outdated gizmos with electrical cords of various lengths that could trip or strangle a person.
October, 2013, Vol. 13, Issue 10
Building Your Authority and Credibility
By Stephanie Beck
We know reputation marketing is a big focus for every practitioner. I have provided some tools in previous articles to assist in building your reputation. Some of the topics have been on the importance of reviews, how back linking to highly credible websites boosts your image, and the review sites or citation sites you should be utilizing, listing and pulling in traffic.Today, we are going one step further. We will be discussing content or marketing messages you should be using to build your authority and credibility.
Have you ever wondered why some practitioners are considered more credible or seem to have more authority than others? Why are they considered "experts?" Why do some practitioners seem to have an endless supply of customers wanting to book treatments with them? Why does it seem like some practitioners have their customers referring their family and friends continuously? It isn't magic; they have figured out who their customers are, what their needs are and shared how they can help them. In other words, they have positioned themselves as an educator and advocate for the success of their customers. How do they do that? We are going to share the ways in which you can develop yourself as an educator and advocate for your customers and position yourself to achieve that same success.
I have noticed over the years that most business owners do not know how to market with a purpose. The same is true with massage practitioners. Some want to only focus on the techniques or use the platforms for listing out an online resume' talking about their experience, education or what an expert they are.
The reality is if they just focused on the ways to make their customers feel understood by entering the conversations in their client's head, they would automatically and almost instantly gain their trust. At the very least, they would peak their customer's interest and start building a relationship. People make decisions to conduct business with people they know, like and trust. In order for people to feel comfortable, you need to build a relationship with them. This means you need to understand how they think.
How do you know what your clients are thinking? You have to first figure out whom you are talking to. Who are your customers? Knowing demographics like age and gender will only get you so far. More importantly, what are their main concerns, what are their habits (specifically their buying habits) and where are you most likely to connect with them?
You also need to understand why you are talking to them. It isn't to "book a massage" (although that may be the end result). You are conversing with them to help them see a bigger future. You want them to identify the pain they want to move away from. They are looking for answers or solutions to their problems; they aren't looking for names of techniques or care about your education or even how much your treatments cost. What they want to know is how you are going to help them feel better.
When you start crafting your content, consider how you want them to respond. Find out what their most important goal is and help them see a better future by imagining their world with that problem eliminated. Let them see what that problem is costing them and help them commit to their most important goal. Start your content with an end in mind; in other words, market with a purpose.
Educator and Advocate
Let's get in the right mindset for marketing with a purpose. Going forward I want you to ingrain this in your mind. You are not a practitioner, licensed massage therapist or any other certified title. To your customers, you are an educator and advocate for the success of your prospects and customers. Grab a pen and paper and write this down because this is important – "I am an Educator and Advocate for the success of my prospects and customers."
Why is this important? Because when you position yourself as the educator and advocate for the success of your customers, this removes any buyer/seller mentality. In fact, I don't want to you to even think about getting clients to book an appointment with you. Remove this from your mind. Concentrate on simply providing them with information that helps them solve their problem. As you move from the "book an appointment" or "let me tell you about this wonderful technique I just learned" or "how affordable my treatments are," into having a conversation with them about their needs, your mindset and theirs will start to change. They should begin to call you the expert and freely refer others to your practice. When you are seen as an educator and advocate, your IDEAL clients want to work with you and one of the best benefits is price is not a factor.
What are an Educator and Advocate? They share information that solves problems. When customers are searching online they aren't looking for brands or brand names. They are searching for solutions. By providing informational content that offers solutions, your prospects and customers should begin to trust you and respect your knowledge and expertise. This is how you will begin building your credibility and authority, and they will want to share this with all their friends and family members.
How do you become an Educator and Advocate? First, as we have mentioned already, start by understanding what your customers are thinking when they first find you online or in a direct marketing piece. Some examples of direct marketing pieces include: postcards, flyers and magazine or newspaper ads. Whether it's online or by a direct marketing, once a customer first finds you, they generally have four questions they deeply want addressed before they make the decision to do business with you:
This is where engagement becomes crucial. It's not enough just to have great content, it really only qualifies as great content if you get them to engage and take action. I love this quote by international speaker and social media expert, Mari Smith, "Content maybe king, but engagement is queen and she rules the house!" Now Mari was referring to how valuable engagement is to social media when she said this, but I say this applies to any type of marketing you create. If you aren't engaging with your prospects and customers with any piece of marketing you will not get the results you want. On social media, that is referring to people liking, sharing, re-tweeting, commenting, re-pinning, responding or subscribing to your content. This isn't just about engagement on social media, you also want them to respond to your e-mail, call or visit your clinic from the ad from the direct marketing piece. To create the most likely possibility of engagement, be sure you are providing information that answers the questions we mentioned before.
How do you show you understand their problem? You demonstrate you understand their problem by sharing information and providing answers to the most common problems that they and others like them have had. You can also demonstrate a willingness to understand their problem by asking questions about their problems. Because you are making time to have a conversation instead of just regurgitating information, customers start to see you in a different light.
How do you show you are qualified to solve their problem and demonstrate that their issue is not necessarily unique? Provide social proof (case studies or testimonials of other customers) that your solution has worked for others who shared the same problem. If you are just starting out and don't have any social proof, you can borrow the credibility of other. What I mean by this is you can share the success others have received by using the same techniques or sharing research or results that produced solutions your clients are wanting. Everyone's opinion of success is different and not everyone achieves results at the same rate. We both know some will progress faster than others, you aren't guaranteeing them success; you are simply providing solutions that have worked for many others who share the same symptoms with similar results. These pieces of information build your credibility and authority in their eyes.
The last question we will cover is about risk. Customers and prospects are continuously evaluating risk when they are making a purchasing decision. The "what do I have to lose?" Or "what's in it for me?" are common thoughts when evaluating you. "What is my risk to find out more information?" That could mean the customer exchanges their contact information and time for a free report, reading a newsletter, setting up a 30-minute conversation or consultation, watching a "how to" video, or subscribing to a membership site to find out more. You help them move towards that bigger future. You do whatever is necessary with authenticity to get them the information they are seeking. As you provide this valuable information that helps them to understand that you understand and relate to their problems, you've just rocketed miles ahead of your competition. You have built more credibility and authority because you took time to have a conversation about them.
Your customers and prospects feel you understand their problems, you certainly sound qualified and they feel like their situations perhaps aren't unique. In most cases, customers begin to have an "I've got nothing to lose to find out more" attitude because they see you as a person who is invested and engaged in their problems. They position you has an expert and someone who can be trusted to provide them with solutions that will most likely work for them. They feel they know you and you have built a huge amount of credibility and authority with them that they now feel comfortable referring others to you. This earns you the right to be able to ask for their business and sometimes, you don't even get the chance to ask; they ask you.
Building credibility and authority is a process, just like learning massage was a process. Once you understand how it works you can start to implement the steps to achieve your success.
Click here for more information about Stephanie Beck.
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