resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Will You Be an Amplifer or a Mute?
These times are changing, and changing quickly. There have been many challenges to this profession throughout the past few years. The challenge is to talk, then talk and talk some more about this medicine.
The Dietary Supplement Research Dilemma
I do not care what the truth is, one way or another; I just want to know it. And when it comes to dietary supplements, the truth can be hard to find for a number of reasons.
Joint Supplements for Athletes (Part 2)
A fairly recent discovery in nutrition supplemental medicine has proven to be a breakthrough in maintaining athletic joint health. Research suggests a combination of undenatured type-II collagen and tetrahydro-iso-alpha acids helps revitalize joint function and performance in athletes.
Treating GERD and Incontinence: Focus on Trigger Points
Gastroesophageal reflux disease (GERD) is defined as the regurgitation of stomach acid in the esophagus. Previously, it was thought that GERD was caused by a hiatal hernia, but recent trials suggest the cause is an inability of the hiatal sphincter to contract normally.
Older Patients, Stroke Risk and Manipulation
The first population-based study in the United States to evaluate stroke risk following spinal manipulation – and the first involving older adults – suggests that "[c]hiropractic cervical spine manipulation is unlikely to cause stroke in patients aged 66 to 99 years with neck pain.
Managing Tibialis Posterior Tendon Injuries
The tibialis posterior is the deepest, strongest and most central muscle of the leg, with fibers originating from the tibia, fibula and interosseous membrane.
Keep Seniors Safe: Age-Proofing the Home
I want to give Dr. Claudia Anrig kudos for her Dec. 1, 2014 column, which highlighted safety issues youngsters might encounter in the home.
The Need for a New Medical Model: A Challenge for Biopsychosocial and Ecopsychologica Medicine
Chinese medicine speaks of alignment between humans, heaven and earth. It is a complex view with a focus upon relationship. These are comprehensive ideas with no specific terms in contemporary medical practice.
A Well-Kept Secret: 5 Element Acupuncture, Part II
Supervising acupuncture interns at a TCM college, it has always struck me how funny it is to hear the clinic manager tell the patients that the Five Element clinic specializes in treating emotions, as if patients with physical pain have no emotions!
How We Can Help the Injured Brain
The majority of patients with mild traumatic brain injuries recover within seven to 10 days. If concussion signs and symptoms continue beyond seven days, the diagnosis changes from acute concussion to post-concussion syndrome.
Converting More Patients to Your Practice
In 2013 and 2014, the theme was "the money is in the list." This meant that if you had a big email list, you were really making some "cha-ching." Unfortunately, having thousands of emails doesn't equate to thousands of dollars in profit.
Striking a Blow to the Medical Monopoly
The U.S. Supreme Court has issued a landmark ruling in North Carolina State Board of Dental Examiners v Federal Trade Commission.
Pain Is Only a Piece of the Puzzle
More often than not, when a patient presents to the office, it is for a pain complaint: headache, neck pain, low back pain, sciatica, carpal tunnel, etc.
God and the Chiropractor
My wife went to church last Wednesday night and brought home a CD of the pastor's message. As she handed it to me, she said, "You should listen to this; you'll like it." Our family regularly goes to church and our faith plays a major role in our lives.
News in Brief
ACA Exec. Vice President Out, Acting EVP In; F4CP Executive Director Retires; New ED Named.
The Way We Are Designed: A Conversation with Gil Hedley, PhD
I was first introduced to the work of Gil Hedley by Tom DiFerdinando. He gifted me Gil's DVD series.
TCM Congress in Rothenburg is Largest in Western World
In the medieval town of Rothenburg, deep set within the Bavarian countryside in Southern Germany, the TCM Kongress Rothenburg each year draws around 1.200 participants from more than 40 different countries to attend the biggest TCM conference in the Western world.
Recreational Cannabis Use and TCM
Many people are drawn to cannabis for its effects physically, mentally and emotionally. Medically, cannabis has some legitimate uses, however the scope of this article is limited to the recreational use of cannabis.
Synergy Doesn't Happen in Silos: Acupuncture in Hospitals and Other Healthcare Settings
As acupuncture and traditional East Asian medicine continue to intersect and integrate with biomedical approaches, the conversation about integration expands and becomes richer.
An Excerpt from TCM Case Studies: Pediatrics
This excerpt is reprinted with permission from Jamie Wu. TCM Case Studies: Pediatrics was released in 2014 by People's Medical Publishing House.
There Really is No Room for Sexism
Recently, Matteo* (a transgender male) approached me during a break in an advanced shiatsu class in Berlin where he was one of two men in a group of 20 women. "Pamela. Don't forget to remind the translator to include male endings."
Viewpoints: Massage Reduces Nonspecific Shoulder Pain, Improves Function
While seemingly universal, pain and stiffness in the shoulders can be a significant cause of disability. Often a pain that does not go away on its own, shoulder complaints tend to linger, sometimes for 12 months or longer.
What Do You Know About Physician Compare?
Physician Compare is a website that allows consumers to search for and obtain information about physicians and other health care professionals who provide Medicare services.
May, 2014, Vol. 14, Issue 05
Getting More Clients by Submitting Bylined Articles and Columns
By Cary Bayer
A third prominent arrow in your public relations quiver is the bylined article or ongoing column. These should be service pieces that provide useful information to readers; they shouldn't be blatant self-service articles in which you promote how wonderful you are and how people should come to you for massage.If your pieces give valuable information, they'll subtly inspire people to want to work with you.
Your articles should be like fresh breezes of inspiration. Explore the research done on massage that shows its benefits to different parts of the body and to overall health. Talk about the need for regular stress management in these tense times, etc. If the massage that you do is somewhat different — like Thai, Lomilomi or pre-natal — then focus your articles on informing readers of these lesser-known modalities and their benefits.
Since we learned how to walk before we learned how to run, it's better, with better publications, to propose a one-shot bylined article than an ongoing column. The reason should be obvious: it's harder to sell a dozen articles than it is to sell one, just like it's easier for a prospective client to book their first massage with you than to sign up for a package of a dozen. If the editor enjoys that first article, your chances of selling a regular column go up.
Proposing a bylined article has most of the same elements that pitching a round-up article or profile has. The major difference is that instead of having the article that you're proposing be staff written or assigned to a freelancer by the publication, you're proposing to write it.
Before penning your pitch letter for an article, research the publication to see if it, in fact, it carries articles by those who are neither staffers nor freelancers. Then see what their word length is. Your bylined piece can be done in either of two ways:
The downside of this approach is that you've gone ahead and written a piece on speculation with no idea if it will ever see the light of day. (If you have a newsletter, blog or website, it will see the light of day.) It's wise to include a sample of your writing; preferably a piece that shows off your flair with language. If you don't have a flair for language, then send off the writing of someone else who does have such flair and who would write the article if the editor gives you the green light.
The upside of sending off the sample article is that the journalist to whom you're pitching gets a chance to see how well you write and portentially approve the piece right then and there.
Pitching the ongoing column — a once-a-month frequency if the publication comes out monthly — involves additional work than just pitching a one-shot article. In this case, include a working title for your proposed writing, as well as titles for several future articles. It's essential to include a sample column, again making certain that it's of a similar length as other columns the publication carries.
A sample pitch for an ongoing column appears below.
Dear Mr. Smith:
With many holistic healers going out of business and their fees plummeting, with many taking straight jobs to pay the rent, this massage therapist is growing the size of her practice. How, in a deep recession, could a body worker grow so? What kinds of benefits is it necessary for a holistic healer to provide regularly to not only stay in business but thrive? And what are the scientifically documented benefits of massage that has people coming back for more?
I'd like to address these and many other aspects of massage therapy in a regular column that I would like to write for your magazine. The working title for such a column would be "Destress for Success." It would show how regular massage treatments help people become healthier and happier and serves as a foundation for them to become more successful, as well.
A sample column is enclosed; titles of future articles follows:
If I don't hear from you by next week, I'll call to see if you'd like to inspire readers with a monthly column on a modality that removes stress from their bodies and might add years to their lives.
Analyzing the Pitch
Once again, let's take a close look at this pitch for an ongoing column. You'll notice, first off, that it's targeted to Natural Awakenings Magazine, the franchise of regional wellness monthlies throughout the country. If there isn't one in your community, check out your local health food store or metaphysical center to see if there's a similar monthly publication covering the holistic growth scene in your area.
Second, it's implied from the pitch that I've already researched the magazine and seen there is no regular column on massage therapy. And third, I suggested that I'm qualified to write this ongoing column because my business is growing; in other words, despite a difficult recession, people keep flocking to my table.
A fourth key point: I listed several titles for upcoming articles that I'd write. And most importantly, point five, I've enclosed a sample column. (In this case, I haven't actually written such a column for you to read, but I'm suggesting that you would do that to accompany your pitch letter.)
Click here for more information about Cary Bayer.
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