resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Professional Credentialing and Board Certification: An Ethical Faux Pas
Because of the Affordable Care Act, health care systems are coordinating care through accountable care organizations (ACOs) in order to reduce the cost of care and improve quality of care.
Reducing the Autogenic Inhibition Reflex: Making Weak Muscles Strong
The autogenic inhibition (AI) reflex is a sudden relaxation of a muscle in response to excess tension.
Medicine is Clumsy, Don't You Be
All medical systems have clumsiness in them. If the technique isn't, the practitioner is. Everyone in every form of medicine is striving to improve. That is why we call it practice.
Green Tea Improves Cognitive Function in Elderly Subjects
Publishing their results in the journal Nutrients in May 2014, researchers showed that drinking the equivalent of 2-4 cups of brewed green tea (or bottled tea) daily improved cognitive function or reduced the progression of cognitive dysfunction in elderly subjects.
Giving Vets the Care They Deserve
The Department of Veterans Affairs (VA) administers the largest integrated health care system in the United States.
How Much Do You Know About the Benefits of Birds Nest?
Edible bird's nest is the nest made by the Swiftlet bird of Southeast Asia that is usually prepared as a soup and prized in Chinese culture as a healthful delicacy.
Animal Acupuncture: A Case Study in the Treatment of Traumatic Injury in the Equine
The rise of animal acupuncture in the U.S. began in the early 1970's as a result of the work by members of the National Acupuncture Association in Westwood, Calif.
ACA or ICA: Which Best Represents You?
Last June, I was honored to represent Texas ICA members as their representative assemblyman at the ICA Annual Meeting in Kansas City.
Marijuana, Apathy and Chinese Medicine, Part 1
This article was written in response to the unheeded acceptance of marijuana as a harmless substance that potentially does good when used for the medical relief of pain.
The Acupuncturist's Problem
I want share with you some observations and insights into what seems to be the most common problem my colleagues in the acupuncture profession struggles with. If you also struggle with this problem, I hope you get a valuable "aha" moment from reading this.
We Get Letters & Email
A House Divided? (May 1 issue) provoked significant response from readers. Here are several of the surprisingly similar comments we received.
Our Biggest Challenges to Compete in Wellness Care
In the first article in this four-article series [May 1 DC], I made the case that chiropractors should either embrace offering lifestyle wellness in their practices or face the possibility of losing their place in the wellness care marketplace.
First Do No Harm?
There's no questioning the frightening nature of breast cancer, which strikes one in eight women in the U.S. – eclipsed only by skin cancer in terms of prevalence.
Rethinking Musculoskeletal Pain – A Public Health Perspective
The American Public Health Association (APHA) is the world's oldest and largest association of its kind, founded more than 140 years ago and boasting over 25,000 members.
5 Simple Steps to Create an Effective Marketing Calendar
In the educational experience of most healthcare practitioners, business and marketing are overlooked topics.
Spieth Thanks His Chiropractor After Historic Masters Win
Jordan Spieth didn't just capture the hearts of golf enthusiasts worldwide with his record-setting, wire-to-wire victory at the 79th Masters Tournament.
The Challenges of Integrating Eastern and Western Medicine
My Masters thesis was titled, "The Challenges of Integrating Eastern and Western Medicine," which highlighted several reasons why it is hard for these two worlds to mix.
5 Tips for Using Pinterest to Market Your Practice
Pinterest is a very popular, but often under-utilized, social media platform where people can bookmark, or "pin," fun and interesting things from all across the internet.
Leg-Length Inequality and Pelvic Fixation: A New Approach to the Negative Derifield (Part 2)
As we noted in our previous article, with a positive Derifield (+D), the doctor observes the reactive (shorter) leg in the prone position that becomes longer or "crosses over" in the flexed position.
Integrating Art with Clinical Practice for Patients with PTSD: The Artemis Project
Are you restricted by those one-on-one clinic dynamics? Why not join colleagues and clients in experimental group settings? Three of us volunteered to do just that in Austin on behalf of women veteranss from all branches of the service.
PCOM Granted Regional Accreditation
Pacific College of Oriental Medicine (PCOM) recently announce it has received regional accreditation from the Western Association of Schools and Colleges (WASC). This achievement reflects five years of hard work on the part of faculty, staff, and students.
A Poor Choice for Pain Relief
Acetaminophen is the most popular pain reliever in the U.S., accounting for an estimated 27 billion annual doses as of 2009. With 100,000-plus hospital visits a year by users, it's also the most likely to be taken inappropriately.
Low-Cost Workshops That Lead You to High-End Clients
There's a key to growing a practice we discovered years ago: One of the most effective ways to enroll high-end clients is to give them a taste of who you are through low-cost workshops. The first time Michele put that strategy in place, she quadrupled her income, jumping from $20,000 to more than $80,000 in less than a year. And although our business has grown dramatically since then, we still love hosting live, local workshops. They're a fun way to share our mission with potential clients who often leave wanting more help from us.
Want to lead your own client-attraction workshops? Follow these 5 simple steps.
Choose a topic your potential clients are hungry for. We've talked a lot in this column about the need to determine who your Divine Right Client is — the type of person you'd most love to work with — before you begin your marketing. "If I build it, they will come," is a romantic notion. But it won't fill your workshops. That's why the first step in creating a compelling workshop is to decide on a topic your potential clients are hungry for. Start by asking yourself these four questions.
Question 1. "What topic is most important to my ideal client?" It may seem counter-intuitive, but you don't want to create a workshop that has mass appeal. Instead, focus on a topic that draws in the distinct people you want to work with. What were your favorite clients struggling with that motivated them to hire you? That's a great place to start brainstorming topics new clients will be eager to learn more about.
Question 2: "Will this topic lead potential clients to my programs and services?" Like a tour guide, your job is to create a clear path to the solutions your clients want most. A well-designed workshop is only the first step. What's the next step people in your audience would need to take in a private session or program with you? Think a step ahead before you land on your potential topic.
Question 3: "Is this a topic I'm passionate about?" When you're passionate about your topic, everything you do — from creating the content to marketing the workshop — will be easier and a lot more fun. So even if you've got a topic potential clients want to hear, don't present it unless it inspires you as much as it does them. It's your excitement and engagement with the content that's contagious to your audience and leaves them wanting more.
Question 4: "How do my life experiences make me uniquely qualified to present this?" It's true, in this age of instant global communications, there's rarely a new idea. Dozens of other people might be presenting on your same topic. The good news is, if so many people are talking about the topic, that's a good sign that more people want to hear about it.
So don't be discouraged if you find that someone else is already teaching on a topic you want to present. Instead, focus on what makes you an authority. And what makes your workshop stand out from the rest.
Choose a venue that helps fill the seats. Once you've got your hot workshop topic, the next step is to find a great venue. To make this easy, start by brainstorming every location in your community where your ideal clients are already hanging out. Consider bookstores, yoga and wellness centers, massage or chiropractor's offices, metaphysical gift shops, even the local library.
When you've got a venue in mind, take a field trip and check out the space and the energy. See if it feels right for what you want to create. Then check out the most important element: Does the venue have a built-in following?
Partnering with a place that can market your workshop is the fastest, easiest way to fill it — especially if you're just starting out. When you align yourself with a venue that has a built-in audience, you increase your exposure and decrease your marketing efforts.
We've had great experiences with healing centers and metaphysical bookstores in our area. Because they have a big following in our community, they're able to promote our workshops to everyone on their mailing list, exposing our work to a new circle of prospects. They also include our workshop in their paid print ads, on their websites, and through social media sites like Facebook and Twitter. Plus, they put flyers up in their shops, which get a good amount of foot traffic.
As the presenter, you want to provide the venue with some compelling information about your workshops. Give an overview of the theme followed by three to five bullet points that focus on the benefits and results people will take away from the experience. The only thing readers really want to know from your description is what's in it for them.
Create a safe space for healing to begin. Hosting a holistic workshop involves more than sharing information. It's about creating an experience that resonates with your guests on every level. So even when your content is stellar, environment matters.
Before your guests arrive, take time to create a warm and welcoming atmosphere. Make the space visually and energetically pleasing. Include items that inspire a sense of wonder from the moment a guest walks into the room, like stones, shells, pretty tablecloths, anything that feels like it brings the theme of your workshop to life.
Make a point to appeal to your guests' other senses as well. Consider burning your favorite incense. Or playing uplifting music in the background to help people shift from their daily lives into your transformational space. And of course, consider one of our all-time favorite tips: Give your guests chocolate. It's a small touch, but people remember it.
Deliver content that connects. Long after your workshop is over, many people will forget the information you shared. But, they'll recall the way it connected with them. That's why it's important to present good information in a way that's entertaining and memorable. And you can't share all your wisdom in a two-hour workshop, so don't try. The more you overwhelm your guests, the less they'll understand or retain.
Our recommendation? Pick three to five main points to share and stay on topic. Once you present each point, illustrate it with a personal story, a client success story, or an experiential activity that brings it alive for your guests. For every activity, allow some time for guests to reflect and share their experiences if they want to. This connects them with the content (and you) even more deeply.
Finally, wrap up your presentation with a quick recap of the main points. Then close with something memorable. You can share a story that summarizes your main message. Or lead your guests through a brief visualization that recaps the theme. Or even hold a closing circle to seal the energy. Then before you say good-bye, take one more moment to WOW your audience: Give them an inspiring activity to complete "within one week" to help them integrate what they've learned from you.
Give guests a next step that's easy to say "Yes" to. Remember, every person sitting in your audience is there because they resonate with your message. Your workshop gives them a taste of who you are. But your full body of knowledge is much more than anything you can deliver in a couple hours. Honor your guests by giving them an opportunity to go deeper with their healing by offering a next step that's easy to say yes to: A free phone consult that allows you to check in on how they're integrating what they learned.
First, make sure you gather your guests' contact information long before the workshop ends. About two-thirds of the way through your presentation, pass around a sign-up sheet. Then simply say, "All you have to do is put your name on this sheet and I'll contact you to set up a free 30-minute conversation to help you integrate what we've covered today in your own life. No strings attached."