Boost Your Profile with Editorial and Articles

Are you recognised as THE person to see in your area for those who you can help the most? If not, you can easily build your profile using newspaper editorials and articles in magazines, newsletters and online if you follow these simple steps.

Some basic ground rules for writing your article

1. Understand what your typical clientele are reading. Are they reading the lifestyle pages, the business section or the health advice column? Would they pick up a free mag at your local health food shop, or search online for health information? The more you understand who your typical client is, the more effective you will be in writing a great editorial and submitting it to the best choice of publication.

2. What does your preferred client want to know about? It is of the greatest importance to create an editorial about what can benefit your readers, rather than what will benefit you! This is the WII-FM principle (that’s what’s in it for me). What benefits will they receive? How will they feel? Is there any credible evidence to back it up?

3. Use clear concise language that is free of jargon. Be very careful to avoid jargon that is specific to your area of expertise. Writing about the ‘energetic spectrum of quantum physics to rejuvenate your aura’ is not really suited to readers of your local newspaper!

4. Don’t cram too many ideas into the one article. Are you are jack of all trades? Please don’t be! In most instances, this is a very big mistake that many therapists make at some point. You will be much more effective when seen as an expert in a particular area. Do not try to be everything to everyone. This will water down any impact you may have. To be seen as an expert you need to specialise.

5. Be very clear on the purpose of your article before putting pen to paper. Is it to attract clients? Is it to make an announcement? Is it to educate?

6. Determine whether you are going to write as a ‘third party’ (the way a journalist might write it), or as yourself.

Writing your article – a suggested format

1. Start with a compelling headline. Many people scan headlines before choosing to read an article, so be sure your headline will capture the attention of your target market.

2. Open with a statement or question. Your opening line needs to be interesting so that your reader wants to continue. You may make a statement of a current trend or observation, or a question regarding a common problem being people may be experiencing. (You’ll notice I started this article with a question appealing to you as a reader, followed by a statement of what this article will cover).

3. Present your information clearly and concisely following a logical progression.

4. Include a quote to add credibility to your article. This could be from an expert in the field (including yourself) that you are writing about, from a client, or from a scientific journal that backs up the point of view you are presenting.

5. Include a footnote that enables the reader to contact you. Some publications may accept a brief biography here.

6. Have a few people proof read your article and provide an honest critique so that adjustments can be made prior to submission.

Submitting your article

There are hundreds of publications and website that may accept your article. The logical place to start is your local newspaper. They are always looking for interesting items to include that are of local interest. If your item is newsworthy or has a wider interest and is well written, definitely submit it to your larger regional newspaper. Once you have determined the best places to run your article that will be read by your target audience, contact the editorial department for contact name and details. Email your article clearly identifying the author and contact information. Including a relevant quality high resolution photograph (not just a cut and paste from the web or similar) will also enhance the chances your article will be published. Bear in mind that your article may be edited. You may also be contacted for interview to further expand on what you have submitted. Your article can also be submitted to relevant trade and special interest magazines and to hundreds of online article directories.

Article checklist

-Where will your article appear?
- Who will be reading it?
- What do they want to know?
- What is the one idea you wish to convey?
- Have you written from the readers perspective?
- Does the headline compel the reader to read on?
- Is it informative?
- Is it free of jargon
- Is it believable? (Use testimonials, quotes etc)
- Is your contact information or bio included at the end so you can easily be contacted?

Someone once said “it’s not what you know, but who knows what you know”. Presenting your knowledge to the world using articles is a powerful way to become known and build your health practice and reputation effectively. The best thing is it's free!

I am always available to proof read your articles. Feel free to email me at krishna@vitalityoptions.com.au and I will be happy to offer feedback.

Doing The Network Limbo!

Last night I did the limbo to a captive audience of 180 people from our target market (tied first place)! By that stage of the evening, we already had 3 appointments with prospective clients, and all we were doing was socialising, plus it cost nothing to attend! We also made numerous other connections that we can build and develop into long term associates. Networking is the most powerful way you can steadily build your business without outlaying lots of money.

Now I'm not suggesting you have to literally 'do the limbo' or necessarily 'bend over backwards' for those you meet, but with a consistent approach you will establish some wonderful working relationships, friends and inevitably new clients.

So what do you do at a network?

Depending on the network, people ultimately attend to meet others. They may be looking for like minded people to share ideas, looking to meet potential clients, or looking to increase their profile and joint venture with others. The important thing is that it is an environment where people are wanting to get connected, therefore you can freely approach others and they may approach you. Even if you feel shy, this is no time to be a wallflower, but you can feel free to be yourself. If you see someone standing alone, this is an ideal opportunity to say 'hi' as they are probably feeling shy too.

The purpose of attending a network is to develop relationships, not 'make a sale'. Relationships develop over time and need to be nurtured.

TIPS FOR GREAT NETWORKING

• Choose networks that allow you to be face to face with your target market, or those who have a similar target market to you.
• Take an interest in the other party. Your purpose is not to tell as many people what you do. If you take an interest in others, they will inevitably ask what it is you do. If you establish a connection you can make a time to get together at a later date.
• Followup. If you have managed to exchange business cards, followup with a personal email or note within 48 hours of meeting that you enjoyed talking with them. If appropriate you can suggest getting together for coffee. It is also an opportunity to send them a referral or other beneficial information that can help with THEIR business.
• Be of service to others. If you have an area of common interest and can suggest something that could be of benefit to them, this will help to establish trust and build your credibility. It shows that it is not all about you and will enhance the chances that they will reciprocate at a later date.
• Think quality not quantity. The purpose of networks is not to hand your business cards to as many people as possible, but to build authentic relationships that can be fruitful later on. So speak to a selection of people in a meaningful way so that you can be memorable.
• Attend regularly. Regular attendence will pay off if you are actively building relationships of mutural benefit. Your commitment and consistency will be noticed, and you will get to know some wonderful people.
• Introduce others. As you become more comfortable with networking, you will see many opportunties to introduce other likeminded parties. This will significantly increase your likeablility factor and in turn reciprical referrals.

VITALITY OPTION: Research 2 local networks that you could attend on a monthly basis that members of your target market attend. Make a six month commitment to go. Follow the steps above.

I just want to add that the we were the only massage therapists that managed to attend this tourism industry network. We are located on the Sunshine Coast which is a tourism hub of Queensland. Attendees where predominately resort owners and managers, tour operators and other marketers. The appointments we obtained were 1 with a resort manager who was disatisfied with their current massage supplier, the other 2 were with triathaletes who were attending because of an upcoming event in the region. It is not rocket science! You just have to take an active part in your community. I guarantee results will follow if you follow the steps above.

I would love to hear your networking success stories or any other experiences you would care to share. Please leave a comment.

Are You Ready For Your Best Year Yet?

Hello! and welcome to a new year full of promise and expectation. By now you may have given some thought to how you plan to spend the next 12 months and what you hope to accomplish by the end of this year professionally and personally. Are you ready for your best year yet?

Take a moment to picture your ultimate life. What would it look like? Where would you like to see yourself this time next year? As consultants to the massage industry, we meet many health practitioners such as yourself who see themselves as helping people daily to lead greater quality lives, attracting more than enough ideal clients to fill their appointment book.

What would your best year look like for you? Where would you like to see yourself this time next year, and what steps are you taking to get there? In other words, where are you heading? Perhaps it is a wonderful holiday, training in a new profession, or doing your first public speaking engagement.

10 Steps Toward Your Best Year Yet

1. Clearly identify where it is you want to go
2. Operate from a place that is a heartfelt desire rather than a ‘should’. Be mindful of ‘fears’ muffling your heartfelt desire
3. Be very clear of your intention
4. Make a simple plan of steps that take you in the direction of your goal and follow it
5. Cast off habitual daily rituals that do not lead you toward your destination
6. Surround yourself with people who can support you in your personal or professional journey
7. Step out of your comfort zone even if only a little and experience new terrain
8. Recognise your unique gifts and share them generously with others
9. Value yourself, your time and others and do not squander any of these
10. Be always aware of what is the best use of my time ‘right now’

By taking these steps in your stride you will be steadily creating your best year yet as it happens. You will find it ever-evolving, challenging and purposeful. You will see meaning in all that you do which will foster enthusiasm and motivation from within, rather than something that comes from outside.

I warmly encourage you to declare this year to be your best yet.

"If you do not change direction, you may end up where you are heading." Lau Tzu

Krishna Everson
http://www.marketyourmassage.com/
A subsidiary of Vitality Options, Coolum Beach Australia
Phone 07 5473 9559
Email krishna@vitalityoptions.com.au

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Learn The Art of Blogging

I'm evaluating a multi-media course on blogging from the folks at Simpleology. For a while, they're letting you snag it for free if you post about it on your blog.

It covers:

• The best blogging techniques.
• How to get traffic to your blog.
• How to turn your blog into money.

I'll let you know what I think once I've had a chance to check it out. Meanwhile, go grab yours while it's still free.

PHONE-TASTIC! The Art of Converting Enquiries Into Appointments

You’ve run a newspaper ad, handed out flyers, done letterbox drops and placed your yellow pages ad! Now the phone is going to ring off the hook, right? Well, maybe….and if it does, ask yourself if you are ready to turn the enquiry into a ‘sale’.

You know the calls, the ones asking how much you charge, or what type of massage you do. You give them an answer expecting them to say “great, I’ll book in now”, but somehow this doesn’t happen. As one therapist put it recently “it doesn’t matter what answer I give it’s always the wrong answer!”

So how do you get around this dilemma. How can you increase the chance of turning every enquiry you receive into an appointment? The answer is to remember the station everyone is listening to – WII-FM (that’s What’s In It For Me)!

Now humour me for a minute. The latest big business approach (e.g. Telstra), is to use an automated system to identify the caller, why they are calling and direct them to the right place to service their enquiry – all done electronically. By carefully asking specific questions, the robotic voice can direct the caller through a channel which ultimately leads them to the outcome they called for. As a massage therapist, imagine the power of doing this but with a real person, talking to a potential new client who called you for a specific reason. They have a ‘problem’, it is up to you to uncover it and offer the solution they want. Now don’t worry, this is not as tricky as it sounds. As in our automated example, all you have to do is ask questions.

You want to find out:

-The name of your caller.
-Why they are ringing.
-When they can come for a visit.

It is perfectly appropriate to assume that they want to come. You are a massage therapist and they have rung you for a reason. So expect an appointment!

Let’s look at two scenarios, the first is a call going nowhere, the second is a call that uses WII-FM elements.

Therapist: Good morning Mazing Massage, Helen Speaking

Caller: Hi, I saw your ad in the yellow pages and just wondered how much a massage costs

Therapist: $70 for a full body massage

Caller: How long is that for

Therapist: 1 hour

Caller: Okay thanks I’ll give you a call back.

Done, finitio. Your expensive yellow pages ad got an enquiry, but didn’t turn into an appointment, now what? Let’s look at the same call again.

Therapist: Good morning Mazing Massage, Helen Speaking

Caller: Hi, I saw your ad in the yellow pages and just wondered how much a massage costs

Therapist: Sure, can I ask your name?

Caller: It’s Sally, I was just wondering how much for a massage.

Therapist: Hi Sally, our rates vary a little depending on treatment and duration. What seems to be problem?

Caller: I injured my shoulder playing tennis yesterday, I can barely lift anything today.

Therapist: It sounds like you really need to get that seen to. I’ve had a cancellation this morning at 11, 1 hour for $70, we can get some mobility happening and relieve some of your pain today. Does that suit you?

Caller: Thankyou so much, that sounds perfect.

Asking for your callers name instantly allows you to personalise the call, followed by a question regarding what is their reason for calling. Questions beginning with the words what, when, where, who, and how are best for obtaining information. These questions are referred to as ‘open-ended’ questions. Some examples include:

- What have you been doing that could be causing that pain?
- When did you first notice the pain?
- Where are you feeling the pain the most?
- Who have you seen in the past to relieve your injury?
- How are you currently managing your pain?

Each of these will encourage a conversation which will allow you to build rapport with your prospect. This builds trust which is crucial to the overall process.

Vitality Option: Spend 5 minutes writing yourself a simple script that you can use next time someone calls. Your script should find out: The name of your caller, their complaint, whether they live locally and how the found out about you. As you develop your conversation skills you will find your enquiry conversion rate steadily increases. Let me know how you go!

What You Didn't Learn In Massage School

We are delighted to be able to offer a free 4 hour workshop this coming Saturday, December the 8th to ten lucky participants, to be held at Coolum Beach on the Sunshine Coast. This pilot program will form the basis for ongoing training to equip massage therapists and health practitioners with tools they need to confidently promote their practices and effectively attract the clients that they want.

Are You Ready to Grow Your Health Practice with Confidence?

At this 4 hour workshop you will:

· Clarify Your Direction
· Identify and Refine Your Target Market
· Avoid the 7 Most Common Pitfalls
· Learn How to Promote Your Practice with Confidence
· Learn How to Create Campaigns That Work

If you a have any questions or would like to register, please email me directly at krishna@vitalityoptions.com.au I look forward to meeting you!

Start As You Mean To Finish

We cross the path of many therapists through our work and it is amazing how although each of their journeys are as individual as they are, the same issues continue to crop up. One of the commonly sited issues is that of the difficult in maintaining the same enthusiasm as you did when you first commenced training to be a massage therapist.

There are a number of reasons that this can happen. It may be that you struggle to get clients that are prepared to pay what you are worth or that things take longer to get off the ground than expected. It could be that you are waiting for the clients to knock on your door, or leaving it to them to make that next appointment when they are ready. Perhaps you are not having the ‘fun’ you expected and that it is all just a bit of a drag!

There is but one way to put an end to such obstacles and that is to start with the end in mind!

Clarify your vision – why did you select your chosen profession in the first place? Was it to help people, is because you have an interest in health, or like how the body functions? Whatever the reason, revisit it and form a picture in you mind of where you see yourself. Perhaps things have changed from your initial intention. No matter, now is the time for a new vision.

Write your vision down – once you have clarified your preferred end result, write it down. This could be a sentence, a paragraph or a whole page! The more detail the better. Writing your mental picture will help take it from a concept to something you can action.

Working backwards – list the steps to be taken. One by one, list the stages that need to be taken to reach your end result. Do not worry if this seems a long way off – just take this approach and you will have yourself a plan that can be implemented.

Take your first step! Commencing with the last step you’ve written, get started. Keep moving forward. Do not labour over the end result, but keep it in your sights. In the words of Henry Ford, founder of the Ford Motor Company, “obstacles are those frightful things you see when you take your eyes off your goal”. Steadily work through each phase of your plan and in good time you will find yourself where you intended to go.

Don’t be afraid to ask for help – if you are resisiting a phase on your list because it seems difficult, ask for help from someone who has already experienced it. Most people are more than happy to share their experience of how they have overcome any initial difficulties. (Remember Thomas Edison failed 1000 times before successfully inventing the light bulb.) Having a mentor can be truly inspiring.

Don’t give up! - Remember why you started along this path and keep going. This may go a little slow at times, just stay focused on your desired result and steadily move toward it.

Meet with likeminded people – seek out a group with similar interests to you and share your ideas, successes and failures. They will encourage, applaud and inspire as you walk alongside them.

If you would like to gain clarity of your vision, I highly recommend Mark Joyner’s range of FREE planning tools. He is the creator of Simpleology – The Simple Science of Getting What You Want, which is the most remarkable program of its type I have ever seen. Log on now and start downloading at www.simpleology.com