Well, I hope you have gained a wee bit of insight into building an ongoing practice that fulfills your expectation and needs from the first part of this blog post. I left you with the idea of referrals, or as I call it “planting of the seeds“ for a bountiful bodywork practice. It doesn’t matter what discipline you practice. I am a Rolfer and and Cranial Sacral therapist, but it doesn’t matter what you practice. Let me give you an example. Let’s say you are a member of a local gym where you regularly take care of the most important aspect of your health. Now, in the one I was recently a member of, every discipline that you can imagine is represented. I’m talking yoga, Pilates, weight training, swimming, running, tennis etc. Pick one or all and have a very simple attitude, what I do is of benefit to each and every one of you! Do you think that your work would have a benefit on every one of those disciplines? Of course it would!
Your Work as Its Own Advertising
Now you can spend your money on print advertising. I have done this, but have gained very limited benefit from my efforts. What I have found a much more successful strategy is to simply give services away with a smile knowing that your “advertising” efforts will continue to reap you benefits well beyond the initial “costs”! Its very much like creating residual income. Your consistent efforts sharing what you do in a hands on way is much more powerful than language used to describe its benefits.
Imagine that you gave 3-5 sessions away to a noted running coach who is the guru for potentially hundreds of dedicated runners. And your work made a noticeable difference in the recovery post work out or made a huge difference because of a pre-race session. Do you think that your 3-5 hours of free work might continue to pay off for years? One thing to note, I never appear desperate for work! Because I never have been. I am offering a real solution/benefit for each individual I am willing to share it with, with the clear understanding that I have chosen to give away 3-5 hundreds dollars worth of my work to build my practice. I am willing to scratch the backs of yoga teachers, running coaches, psychologists, doctors, weight trainers etc, to legitimately show each and every one of them the benefits my work can have in their chosen discipline. I am NOT begging them for work. What we have in our treasure chests needs to be shared so that people reap great benefit from our skill set.
The Importance of Goals
I know how boring this next deal is, but you have to do it. SET GOALS! I don’t mean the goal of how many people a week you want in your practice, I mean the goal of how many people you are going to share this with and how many hours a week you are willing to pound the pavement! Imagine how many trainers there are in all the little shops in your town. And believe me, you never know where the golden goose may be hiding! They’re your goals and not mine, but set them and stick to them, whatever they might be. Remember your forte might be writing articles for newspapers, or local health publications. Maybe you are a budding star and might squeeze your way onto a local TV station. Or maybe radio interviews. Its your thing, do what you want to do, just do it like the Nike logo! Some strategies may not work and others will be the gems you place in the vault of your bank account. Just don’t sit on your duff and expect your practice to grow. Although intention is a strong force, I believe it needs to become physical as well. I could go on in greater depth, but it really isn’t necessary. You have plenty to work with now.
Let me end on one that I like very much and it takes very little effort and keeps on giving. The gift certificate. I like half price certificates, and not just for Christmas! They work. And again its just another seed for your garden and your never know, it may be like mint and take over your garden! I like to put them in a place where they can be seen easily by my clients. And when I have clients that love me and my work, and I know you have them, I offer the certificates to them with a very clear intention to help build my practice and as a great gift to someone in need. I also offer a free session to them and their money back on the gift certificate if someone they give it to signs up for my ten session series. Or they just become regular clients. Its a win win for both of us. Just take the time to make them attractive. Its worth having them done professionally. It looks professional and reflects your professionalism. Whatever you decide to use from my repertoire of nearly 28 years of practice, do something and watch your practice flourish.