resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
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.
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.
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.
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.
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.
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.
5 Simple Steps to Create an Effective Marketing Calendar
In the educational experience of most healthcare practitioners, business and marketing are overlooked topics.
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.
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.
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.
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.
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.
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.
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.
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.
Giving Vets the Care They Deserve
The Department of Veterans Affairs (VA) administers the largest integrated health care system in the United States.
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.
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.
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.
The Tide is Rising in the Acupuncture Profession
Former President Ronald Regan said, "When the tide rises all boats float." The tide is rising for the acupuncture profession. Many forces outside the profession are helping the tides to rise.
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.
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.
July, 2011, Vol. 11, Issue 07
Don't Advertise What You Do, But What Your Client Receives
By Cary Bayer
Last year, I was teaching a series of classes in our nation's capital and, wanting to get some fresh fruit for a post-seminar snack, I went into a giant grocery store in Silver Spring, Maryland.Unlike just about every other supermarket and retail outlet that I've ever walked through throughout this vast nation of ours, it surprisingly did not have a customer relations department. But don't be shocked. That's because this giant had already awakened its own inner giant: it had a Solutions Center. The difference is quite palpable. Customer relations is what stores offer; solutions are what customers desire. Going into a store that sports its own department for solving your problems is a fresh breeze that would make anyone a loyal and devoted customer.
As a business coach for massage therapists and alternative healers, I often tell such practitioners that they can benefit immeasurably from this significant distinction when it comes to preparing advertising for their services, developing the proverbial 30-second elevator speech, and learning how to effectively talk about what they do. When I teach throughout the country, I come across dozens of different wellness magazines. As I peruse these (usually) monthly publications, I see ads from many therapists and virtually every single one of these, with rare exceptions, are usually just business cards plunked down in the publication. Each of these "so-called" ads makes the same basic mistake, and makes it in a big way.
I say "so-called" ad because it's not an ad at all, but a business card. What these messages do is communicate to a reader what the therapist will do for him, rather than what the prospective client will receive from the therapist. Advertising in this way is a huge missed opportunity for therapists and a big waste of the money they work so hard to get. What most alternative healers need to understand is that most of the people who could possibly find their way to their couches, tables and offices wouldn't recognize their shadow or their own myofacial if it hit them in the head.
Therapists would benefit enormously by realizing they'll be far more successful if they engage in technical shop talk only with other therapists, but use plain and simple English to clients and prospective clients. This holds true whether the healer is communicating through an ad, newsletter, brochure, website, or in an elevator, at a party, or in line at Starbucks. It's one thing to talk modality to other healers at a continuing education training or state convention; it's quite another thing to talk that way to a layman in physical or emotional pain who is simply looking for much-needed relief. To paraphrase the old acronym: Keep it Simple Therapist (KIST).
I'm not saying there's no value in discussing what you do and the technical aspect of the modalities you practice. They serve the valuable function of providing rationale for the rational side of your prospective client's nature. It intelligently explains the value of your work when telling potential clients the benefits they can receive. It speaks to the left side of their brains.
Commercials for wise marketers do this on television, on radio and in movie theaters. Print ads for savvy businesses do this in magazines and newspapers. A car spot, for example, might describe rack and pinion steering, anti-lock brakes and deployment of airbags. This explains how and why if you buy that vehicle, you can rest assured that your kids will be safe. The best of these commercials will analyze the features of the car but they'll demonstrate safe braking on icy roads, keeping your little ones safe. This speaks to the right side of your brain and your feelings.
A commercial for a vacation in Israel, for example, will show images of historic synagogues, churches and mosques for Jewish, Christian and Muslim viewers. It will provide the feeling of ancient peace in the Holy Land. This reaches your heart and the right side of your brain. If the creative team at the ad agency is smart, they'll also convince the left side of your brain that increased security and anti-terrorism forces will make you feel safe while you're there.
If you meet me at a party, a continuing education training, or your state convention and you ask me what I happen to do, I won't tell you that I'm a life coach. This is despite the fact that this is clearly what my business card says that I do professionally. Instead, I'll tell you that I regularly help people create breakthroughs in their finances, in their businesses, in their relationships and in their spiritual lives. I'll tell you that I have privately helped more than 150 different massage therapists and dozens of other alternative healers create breakthroughs in their business and their personal lives. In other words, what you'll hear me do is describe the results that someone can expect by working regularly with me. If you don't think this gets people's attention far more quickly and persuasively than falling into the trap of saying the type of service you provide, then you haven't been paying close attention to how people listen. Very few people care what you do while you're going into your description. They're far too busy listening for what benefits they can receive from you.
So, if I happen to meet you at that party or convention, and I ask you what you do, you don't have to say that you're a massage therapist. You could tell me that you give people the beautiful feeling of well-being. Or you could tell me that you relieve pain from people's bodies and souls. And if my feet are killing me from teaching all day or I'm feeling some other pains in my body, you can bet your sweet myofacial, if you're a massage therapist, that you'll have gotten my attention in a proverbial New York minute.
Click here for more information about Cary Bayer.
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