Here's a lovely blog by Shawn Kirby of Blue Poppy...
How to Buy Acupuncture Needles
by Shawn Kirby L.Ac.
Buying acupuncture needles is a lot like going to a really great smorgasbord – there are a lot of choices but it’s not always easy to know what you want and/or need. This handy little guide is designed to help you easily find and order the type of needle you know and love, and might even inspire you to try something new.
Handle Type
People are often confused as to what the various differences are between one type of handle style and another. What are the advantages of a given style, and why are they like that in the first place?
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The first, and absolute best, way to choose the type of handle that you use in your acupuncture practice is to experiment with many different styles of handle and choose the one that feels best to you. No two people are alike, and everyone’s hand is different. Only you can truly determine what handle style will work best for you in your practice. That being said, there are a number of different styles of handles available on the market, each catering to certain styles and techniques.
Here's a link to the rest of this great article...
http://www.bluepoppy.com/blog/blogs/blog1.php/how-to-buy-acupuncture-needles
Wednesday, March 9, 2011
Monday, February 21, 2011
Borrowing $$ from family? Do it right!
It's common enough. Especially if you already have debt from student loans. You go to a well-off (or at least better-off!) family member to help you start your business. Still, you are likely to maintain healthy family relationships if you do this right and protect your family as much as you can if you ever had to default on the loan. Here are some tips to help you keep happy family relationships: 1. Don't think about borrowing from anyone until you have done a thorough business plan. Know exactly how much you need, what you need it for, and how you will market and grow your business to pay the loan back! If you aren't organized and grown up enough to do this work, you are not likely to be grown up enough to run a business in any case. 2. Establish the amount of the loan and terms of repayment in writing...with signatures. 3. Treat this loan the same as you would a bank loan. Make your payments in full and on time. 4. Keep you family updated about what is happening at your business. Send them regular reports in writing. That way, you don't have to discuss it during Thanksgiving dinner or other family gatherings! 5. If things go badly and you cannot make a payment, don't avoid the issue. Tell them immediately and request an extension. 6. If you think that you may have to default on the loan, don't avoid that issue either. Doesn't your family member deserve to know about your problems first? 7. Do a UCC Filing your loan as part of the initial establishment of the terms. (http://wiki.answers.com/Q/What_is_a_UCC-1_agreement) This gives your family member a better chance at getting their money if you have repayment problems or even go into default, and especially if you are also going to borrow some from a bank. http://secondwindconsultants.com/2010/04/26/if-you-borrow-money-from-your-family-you-need-to-do-it-right-for-reasons-you-are-not-even-considering/ 8. Don't even consider borrowing money from someone in your family who cannot afford to lose it. If this person can lose the money without causing financial hardship, you will sleep better, and so will they. So it's better NOT to borrow money from friends or family if you can avoid it. I have only done it once in my life and it worked out fine, but added a level of stress to the relationship that was undeniable until it was paid off. If you decide this is the only way you can get your business started or up to the next level, be sure you know what you are doing and why and what actions are going to allow you to grow enough to pay the money back.
Honora Wolfe writes and speaks on business and practice success at schools and conferences all over the world. Her upcoming classes include an all day workshop at the NEW England School of Acupuncture on March 20th, an Internet Marketing class for the AOBTA conference in Austin on April 7th, and a keynote speech on business success at the Acupuncture Society of NY on May 22nd.
Honora Wolfe writes and speaks on business and practice success at schools and conferences all over the world. Her upcoming classes include an all day workshop at the NEW England School of Acupuncture on March 20th, an Internet Marketing class for the AOBTA conference in Austin on April 7th, and a keynote speech on business success at the Acupuncture Society of NY on May 22nd.
Monday, February 14, 2011
When was the last time you called your inactive patients?
It's difficult to overemphasize the power of patient re-activation phone calls. It's way easier than cold calling (calling people who don't know you) and it's a tried and true method to get a positive response from the universe in growing your practice.
You don't need to have a huge agenda for the calls, but it may be easier if you write a few "scripts" for the calls. Here are some ideas for those:
1. For patients where you parted ways after treatment success: "I saw a recent article about your condition (which I'd be happy to email to you if you're interested) and it made me think of you. How are you doing? Still no more symptoms?" Then listen to the patient and see what they say. If they are still better, you have at least reminded them of your ongoing care for them as a patient. You might suggest a "tune-up" appointment or two at the next change of season to maintain their health.
2. For the patient that cancelled and disappeared: "I see you cancelled your last appointment and then we never heard from you after that. Can you tell me how you are doing? I was just wondering if you disappeared because you were feeling great, or was there something that did not work for you at our clinic...something that we could have done better?"
3. For the patient where their written contact information no longer works: "I'm calling for two reasons...one just to check in and see if you are still feeling improvement from your treatment through my clinic. Second, I see that your email address as changed. Did you still wish to be on our mailing list? We really hope so, but we need an updated email address!"
4. The patient where your interaction was OK, but you don't know why they stopped coming: "Hi Jane. It's been awhile since I saw you and I just wanted to say hello and see how you are. I know you had ...(you divorce finalization, our son's graduation, your mother's serious illness, your new job, whatever). I know that was stressful for you and I wondered how you are doing."
After each of these possible openers to the conversation, you then be quiet and see where the patient will take the conversation. If they haven't much to say, you can ask if they'd like to continue to receive your email newsletter; you can offer to send them a coupon for 1/2 off the next time they might want to come in for a visit; you can let them know about a new class you are teaching or a new skill you have acquired; you can tell them about a free lecture you are giving somewhere; you can remind them that regular tune-up treatments can keep them symptom free. Whatever feels appropriate.
After the call, you might follow up with a card or a personalized email and include a piece of research or an article on their condition if you can find one (check out our TCM Infoline here at Blue Poppy for lots of free research: see the search mechanism in the center at the top of our home page). If you send a regualr piece of snail mail (what a concept), include a copy of your biz card as well.
Does this take a little courage? You bet, but then if you were a wimp you probably would not be running your own business anyway. Plus, you don't know what fruit this will bear. For every ten phone calls you make, you will likely get one patient to make an appointment right away and another one to call back for an appointment within a few weeks, or to refer a friend since they have now been reminded about you and your services. Or perhaps one of them calls and asks if you will come and give a talk for their special group. You just don't know.
So don't abandon your inactive patients. Make it a monthly task to call six-or-eight-or-ten of them. The more you do, the eaiser they become (and what's the worst that could happen anyway?). It's easier to get your old patients back into your clinic than to develop new ones who have never been there before!
Honora Wolfe is the author of POints for Profit: The Essential Guide to Practice Success for Acupuncturists. She is teaching a class on biz and practice success at the New England School of Acupuncture on March 20th. Check it out here.http://www.nesa.edu/calendar/show_item/112
You don't need to have a huge agenda for the calls, but it may be easier if you write a few "scripts" for the calls. Here are some ideas for those:
1. For patients where you parted ways after treatment success: "I saw a recent article about your condition (which I'd be happy to email to you if you're interested) and it made me think of you. How are you doing? Still no more symptoms?" Then listen to the patient and see what they say. If they are still better, you have at least reminded them of your ongoing care for them as a patient. You might suggest a "tune-up" appointment or two at the next change of season to maintain their health.
2. For the patient that cancelled and disappeared: "I see you cancelled your last appointment and then we never heard from you after that. Can you tell me how you are doing? I was just wondering if you disappeared because you were feeling great, or was there something that did not work for you at our clinic...something that we could have done better?"
3. For the patient where their written contact information no longer works: "I'm calling for two reasons...one just to check in and see if you are still feeling improvement from your treatment through my clinic. Second, I see that your email address as changed. Did you still wish to be on our mailing list? We really hope so, but we need an updated email address!"
4. The patient where your interaction was OK, but you don't know why they stopped coming: "Hi Jane. It's been awhile since I saw you and I just wanted to say hello and see how you are. I know you had ...(you divorce finalization, our son's graduation, your mother's serious illness, your new job, whatever). I know that was stressful for you and I wondered how you are doing."
After each of these possible openers to the conversation, you then be quiet and see where the patient will take the conversation. If they haven't much to say, you can ask if they'd like to continue to receive your email newsletter; you can offer to send them a coupon for 1/2 off the next time they might want to come in for a visit; you can let them know about a new class you are teaching or a new skill you have acquired; you can tell them about a free lecture you are giving somewhere; you can remind them that regular tune-up treatments can keep them symptom free. Whatever feels appropriate.
After the call, you might follow up with a card or a personalized email and include a piece of research or an article on their condition if you can find one (check out our TCM Infoline here at Blue Poppy for lots of free research: see the search mechanism in the center at the top of our home page). If you send a regualr piece of snail mail (what a concept), include a copy of your biz card as well.
Does this take a little courage? You bet, but then if you were a wimp you probably would not be running your own business anyway. Plus, you don't know what fruit this will bear. For every ten phone calls you make, you will likely get one patient to make an appointment right away and another one to call back for an appointment within a few weeks, or to refer a friend since they have now been reminded about you and your services. Or perhaps one of them calls and asks if you will come and give a talk for their special group. You just don't know.
So don't abandon your inactive patients. Make it a monthly task to call six-or-eight-or-ten of them. The more you do, the eaiser they become (and what's the worst that could happen anyway?). It's easier to get your old patients back into your clinic than to develop new ones who have never been there before!
Honora Wolfe is the author of POints for Profit: The Essential Guide to Practice Success for Acupuncturists. She is teaching a class on biz and practice success at the New England School of Acupuncture on March 20th. Check it out here.http://www.nesa.edu/calendar/show_item/112
Friday, February 4, 2011
I Stole These 15 Marketing Ideas from Other Industries (and you should, too)
Do you read magazines or publications from other niches and industries? I find it very revealing and worth my time as a marketer to check out all kinds of ads, articles, and ideas from industries outside the world of Chinese medicine and then “cross-pollinate” the ideas in ways that make them relevant to improving the marketing plans for my company and my clients’ in private acupuncture practice. Try out some of these and see where your creativity may take you.
1. Use holidays to tie in with your promotional efforts. Go to www.holidays.net/index.htm or http://www.holidayfestival.com/ and look for lists of holidays or commemorations that may somehow be related to health. Can you write an article about any of those subjects, give a lecture, or create an event that will attract attention? Example: Feb 3rd (yesterday!) was Chinese New Year. It is a common tradition to give red envelopes containing money to family members and especially children. You might have a party at your clinic inviting all your patients. At your party, fill a basket with red envelopes, each one containing a coupon for something (A free treatment during February, a discounted series of treatments, a free bottle of herbs, whatever. On the back of each coupon put a Chinese proverb. Serve tea and fortune cookies!) You can spin this idea for any day, week or month of the year....National Breast Cancer Prevention Month to Mental Health Week. Check out Chase's Calendar of Events at your library for endless ideas about this.
2. Give your patients value-added information every time they come in. This might include bookmarks, pocket guides to dietary health, free books (buy in bulk for wholesale prices), a CD with a recent lecture you gave to some organization and have taped (CDs are not expensive to make), a small pocket guide to "Using Chinese Herbs to Enhance Your Diet". These ideas are endless. And don’t forget that everything going out your door should have your contact information on it, website, etc.
3. When contacting the media about covering your clinic, use odd times of the day. These people often work weird schedules, but the gatekeepers who work for them work regular 9-5 schedules. Thus, if you call at 7:30AM or PM, who knows who will answer and what access you may have?
4. Teach classes and workshops. Find any excuse or reason to teach for anyone who will listen on any subject you are comfortable speaking about. The students in the classes will, more often than not, become your patients. Does your local YMCA or community college offer continuing ed classes? How about your church, PTA, large local corporations, or Better Business Bureau? Don’t be shy and make sure you have flyers, business cards, and brochures to give out.When you get a gig, also take along a sign-up sheet to receive your e-newsletter or blog.
5. If you get a speaking engagement, follow up with a Thank You card to the person who was your contact.
6. Have something really exciting to share? Contact every syndicated columnist in the US. You can purchase a list for $20 from Editor and Publisher. Contact subscription services at circulation@editorandpublisher.com, (888) 732-7323.
7. Start and maintain a support group. These may be other acupuncturists or other kinds of business people. Napolean Hill, in his famous book, Think & Grow Rich, calls this a “master mind” group. You can meet for breakfast once each month or each week. At each meeting, take on one or two people’s questions or problems and share your ideas for a solution. This is tremendously powerful!
8. Want to be a radio personality? If you’ve got something interesting to share, go to http://www.ontheradio.net/cities/boulder_co.aspx for a list of stations.
9. If you want to be an expert on a specific subject (improved sports performance, preventing anorexia, treating or preventing fibromyalgia, go to your local/regional paper and TV station websites and find the names of relevant editors (health, special features, modern living, etc.) and send them a short, to the point email message. Keep it to three paragraphs and use powerful words and sentences to get across your message. If possible, reference or tie to a previous story that this journalist has written or covered.....and never use attachments. Give them the guts of what you have to say in a sound bite. Deliver it in a way that makes their job easier and who knows, you might become their main contact for alternative health for years to come.
10. Create a affiliate program on your website to sell products you love. This is not a new article, but you can get started with affiliate marketing using Lisa Hanfiletti's information here: http://www.insights-for-acupuncturists.com/affiliate-information-for-acupuncturists.html
11. When there are no patients in your office, don’t sit and read clinical books, go out and meet people. Are you in a building with other offices? Does every other business in your building know who and where you are? If not, go introduce yourself and take your business cards. Walk every street in each direction for a mile or so and give out cards and brochures to all who will take them!
12. Are you Hispanic in origin and/or fluent in Spanish language? Find every Spanish language newsletter, paper, TV or radio station. Then try #9, 8, 4, 3, and 1 above....but do it with Spanish!
13. Use artwork for free. Check out http://www.aaaclipart.com. You can download over 30,000 free images. Brochures, business cards, flyers, signs, and more.
14. Have a great piece of artwork you’d like to share? Take it (and your contact information) to Kinko’s or a local printer and have posters made. Give away to your best patients. Make sure that a sticker with your phone and email are on the back.
15. For women only.......does your town have a Women’s Networking Entrepreneurial Training resource? You can find out from the U.S. Small Business Administration in your area. They offer wonderful classes and networking opportunities in most metropolitan areas.
16. Cruise over to www.morenewpatients.com .....originally for Chiropractors, but has some great ideas no matter what services you offer to your patients.
17. Want to sell your practice? Get a free quote and selling ideas from Professional Practice Specialists, Inc. www.practicesales.com 800-645-7590.
18. Want to create beautiful window signage? Contact www.grafia.com or 800.767.5609 for eye-catching window decals, banners, light boxes, sidewalk and interior signage.
Ok, so that was more than 15. I got carried away looking at ideas from other publications and websites while writing this article. I encourage you to look at every publication you can with a “marketing eye” and steal ideas from everywhere. You’ll be surprised at how your creativity is sparked by other industries’ solutions to marketing problems. Pick one of these 18 ideas and just do it....see how the added qi makes your practice grow!
Good luck!
Honora Wolfe is the co-author of Points for Profit: The Essential Guide to Practice Success for Acupuncturists, available from Blue Poppy Press at www.bluepoppy.com. She is teaching an upcoming one day biz class at the New England School of Acupuncture, March 20, 2011.
1. Use holidays to tie in with your promotional efforts. Go to www.holidays.net/index.htm or http://www.holidayfestival.com/ and look for lists of holidays or commemorations that may somehow be related to health. Can you write an article about any of those subjects, give a lecture, or create an event that will attract attention? Example: Feb 3rd (yesterday!) was Chinese New Year. It is a common tradition to give red envelopes containing money to family members and especially children. You might have a party at your clinic inviting all your patients. At your party, fill a basket with red envelopes, each one containing a coupon for something (A free treatment during February, a discounted series of treatments, a free bottle of herbs, whatever. On the back of each coupon put a Chinese proverb. Serve tea and fortune cookies!) You can spin this idea for any day, week or month of the year....National Breast Cancer Prevention Month to Mental Health Week. Check out Chase's Calendar of Events at your library for endless ideas about this.
2. Give your patients value-added information every time they come in. This might include bookmarks, pocket guides to dietary health, free books (buy in bulk for wholesale prices), a CD with a recent lecture you gave to some organization and have taped (CDs are not expensive to make), a small pocket guide to "Using Chinese Herbs to Enhance Your Diet". These ideas are endless. And don’t forget that everything going out your door should have your contact information on it, website, etc.
3. When contacting the media about covering your clinic, use odd times of the day. These people often work weird schedules, but the gatekeepers who work for them work regular 9-5 schedules. Thus, if you call at 7:30AM or PM, who knows who will answer and what access you may have?
4. Teach classes and workshops. Find any excuse or reason to teach for anyone who will listen on any subject you are comfortable speaking about. The students in the classes will, more often than not, become your patients. Does your local YMCA or community college offer continuing ed classes? How about your church, PTA, large local corporations, or Better Business Bureau? Don’t be shy and make sure you have flyers, business cards, and brochures to give out.When you get a gig, also take along a sign-up sheet to receive your e-newsletter or blog.
5. If you get a speaking engagement, follow up with a Thank You card to the person who was your contact.
6. Have something really exciting to share? Contact every syndicated columnist in the US. You can purchase a list for $20 from Editor and Publisher. Contact subscription services at circulation@editorandpublisher.com, (888) 732-7323.
7. Start and maintain a support group. These may be other acupuncturists or other kinds of business people. Napolean Hill, in his famous book, Think & Grow Rich, calls this a “master mind” group. You can meet for breakfast once each month or each week. At each meeting, take on one or two people’s questions or problems and share your ideas for a solution. This is tremendously powerful!
8. Want to be a radio personality? If you’ve got something interesting to share, go to http://www.ontheradio.net/cities/boulder_co.aspx for a list of stations.
9. If you want to be an expert on a specific subject (improved sports performance, preventing anorexia, treating or preventing fibromyalgia, go to your local/regional paper and TV station websites and find the names of relevant editors (health, special features, modern living, etc.) and send them a short, to the point email message. Keep it to three paragraphs and use powerful words and sentences to get across your message. If possible, reference or tie to a previous story that this journalist has written or covered.....and never use attachments. Give them the guts of what you have to say in a sound bite. Deliver it in a way that makes their job easier and who knows, you might become their main contact for alternative health for years to come.
10. Create a affiliate program on your website to sell products you love. This is not a new article, but you can get started with affiliate marketing using Lisa Hanfiletti's information here: http://www.insights-for-acupuncturists.com/affiliate-information-for-acupuncturists.html
11. When there are no patients in your office, don’t sit and read clinical books, go out and meet people. Are you in a building with other offices? Does every other business in your building know who and where you are? If not, go introduce yourself and take your business cards. Walk every street in each direction for a mile or so and give out cards and brochures to all who will take them!
12. Are you Hispanic in origin and/or fluent in Spanish language? Find every Spanish language newsletter, paper, TV or radio station. Then try #9, 8, 4, 3, and 1 above....but do it with Spanish!
13. Use artwork for free. Check out http://www.aaaclipart.com. You can download over 30,000 free images. Brochures, business cards, flyers, signs, and more.
14. Have a great piece of artwork you’d like to share? Take it (and your contact information) to Kinko’s or a local printer and have posters made. Give away to your best patients. Make sure that a sticker with your phone and email are on the back.
15. For women only.......does your town have a Women’s Networking Entrepreneurial Training resource? You can find out from the U.S. Small Business Administration in your area. They offer wonderful classes and networking opportunities in most metropolitan areas.
16. Cruise over to www.morenewpatients.com .....originally for Chiropractors, but has some great ideas no matter what services you offer to your patients.
17. Want to sell your practice? Get a free quote and selling ideas from Professional Practice Specialists, Inc. www.practicesales.com 800-645-7590.
18. Want to create beautiful window signage? Contact www.grafia.com or 800.767.5609 for eye-catching window decals, banners, light boxes, sidewalk and interior signage.
Ok, so that was more than 15. I got carried away looking at ideas from other publications and websites while writing this article. I encourage you to look at every publication you can with a “marketing eye” and steal ideas from everywhere. You’ll be surprised at how your creativity is sparked by other industries’ solutions to marketing problems. Pick one of these 18 ideas and just do it....see how the added qi makes your practice grow!
Good luck!
Honora Wolfe is the co-author of Points for Profit: The Essential Guide to Practice Success for Acupuncturists, available from Blue Poppy Press at www.bluepoppy.com. She is teaching an upcoming one day biz class at the New England School of Acupuncture, March 20, 2011.
Monday, January 31, 2011
A Simple Way to Introduce Yourself to the MD Community in Your Town
Here's the link to my other blog, where I posted this piece today!
Thanks.
http://www.bluepoppy.com/blog/blogs/blog1.php
Thanks.
http://www.bluepoppy.com/blog/blogs/blog1.php
Wednesday, January 26, 2011
20 In Person Promotions on a Shoestring
So if you're tired of learning how to market your practice on Facebook and LinkedIn...and especially if you live in a smaller town, here are some ideas for marketing yourself and your practice that can cost little or nothing. Some are better than others and some are easier to pull off than others, but it’s a list of creative ways you can promote your business on a shoestring budget. You can probably pick up from #20 and keep going with the list.
As a matter of fact, why not do that? Think up 20 more promotional ideas and then let your friends or partners rank them based on the following criteria:
• realistic (as in you could actually pull it off)
• fun and whacky (people will respond to things that have entertainment value)
• doing good in the community (this will often get you into the paper or on the 5 o’clock news)
• purple cow value (it’s different and remarkable compared to anything in the acupuncture community has already done)
Then narrow down your list to the best three promotions ideas. Then have a discussion with anyone else who might be participating or a stake-holder in the work and the outcome and choose one to try out. Doing just one of these promotions will give you experience and will most likely bring interest to your clinic or at the very least, get you some free publicity.
Here are mine for today…
1. Sports venue contest - Partner with a local sports venue and your state acupuncture association and host a contest that will give the winner free passes to watch a professional sports game in the box seating area. People will love the promotion and it is sure to get a lot of press. What could the contest be? An essay contest about “Why Sport Participants Should Love Acupuncture” with the winning essay going on your website, into the local newspaper, or out in your monthly patient email blast and being printed in the health or sports section of the local paper.
2. Joint Venture with another or several other small business - Joint venture with one or more small businesses in your neighborhood and display each other’s products/services in your respective show room or reception area. This trade could be with a beauty salon with proprietary products, a climbing gym with health-related products, a health-food store, a local spa, a specialty bookshop, or even a company that sells clothing and prostheses for women who have had mastectomies.
3. Niche sales – with other acupuncturists or your state association, sponsor special offers, talks and classes, or products for specific communities (niches) of people who give to the community such as firemen, teachers and policemen. This could be a “Teacher’s Appreciation Day.” An “over 65” senior adults event can be popular as well. Offer a series of lectures on health, stress, posture, diet, exercise, anti-aging, or special products sales that might appeal to these niches. Donate the profits of all your sales of product at these classes to the professional organization or group who sponsors the talk and you can get in the paper as well as their association newsletter! Some of these folks will definitely become your patients.
4. Car/Truck signs – while you may have to pay a bit more for your license plates if it is a commercial vehicle, why not have your vehicle be a moving billboard for your clinic? Have something like “Headaches? Acupuncture Works! Call 333-333-3333 today for more information.”
5. Positive picketers - Positive picketers who picket your business with signs that say how good your work is. If you employ this tactic, call the newspaper and they’ll probably cover it. Call the local T.V. station, too. This could be a bit of a stretch, but then, no one else has used this idea for acupuncture yet, so why not?
6. Get all the acupuncturists in your city to co-sponsor a toy collection for the local homeless shelter for the holidays...or the local battered women's shelter. Get it on the news when you are delivering the toys and you all get some great publicity for being great community citizens.
7. Create a bumper sticker - Give your customers special incentives to put a bumper sticker on their cars. Your bumper sticker could read, “I Got Relief at Acme Acupuncture Clinic! 333-444-5555”
8. T-Shirts - Get a bunch of t-shirts made up and go down to the local 5k or 10k race and give them away to the runners and participants. By the way, while you’re at the race you should hire a couple of youngsters to tote a banner around with your clinic’s name on it (I was just in Seattle, WA at a 3K run and a local chiropractor was getting a lot of attention using this idea.)
9. Participate in Local Parades - If you live in a small city participating in a local parade is a fantastic way to get visibility. Rent a flat-bed truck and get two or three family members (or local public figures, celebrities, the mayor? etc.) to sit on the back with needles sticking out of their head, ears, legs, whatever and wave at the people. It will get a lot of attention. Don’t forget to get a big banner to put on the side of the truck with your clinic name and phone.
10. Host or Sponsor an Award - The best award to give are the best teacher award. Just contact the schools and ask them for submissions. Give away prizes to the teacher (free 6 months of acupuncture or herbs?). This affiliates you with a good cause and you have the opportunity to get a lot of free publicity.
11. Sponsor a Block Party in Your Clinic Neighborhood - Announce the party and provide food, drinks, and music for a few hours. Give everyone a clinic or acupuncture related t-shirt to wear while attending the party. (OK this one is not so shoestring budget, I admit.)
12. Free 4th of July Giveaway - Give away your services for the entire day on 4th of July (or other holiday) in your home town. Start displaying the free giveaway with your company name on it at the beginning of May. You can even sell tickets for a raffled item and give any proceeds to a local charity. Display your event at the local Chamber of Commerce (if you're a member of the chamber of commerce) or in your window or on signs in your clinic waiting area.
13. Good Cause Day - Proclaim a day in honor of a good cause. For instance, suppose your could establish an “Insomnia Day” because acupuncture can help people to sleep drug-free or you can take advantage of an existing day like “Arthritis Day?” You can submit your day to Chase’s Calendar of Events to dedicate your day to a good cause! Call the local press and other associations and let them know about the proclamation.
14. Host a “Free Seminar” - Team up with other local merchants or government agencies to host a free seminars on your area of expertise. If your talent or expertise helps others, you could partner with the local fire or police department to host an educational or awareness seminar, which will increase your chances of getting a lot of publicity.
15. Collect Business Cards from Local Businesses- Go around to local businesses and offer to sponsor a rotating business card drawing to give away their service (meal, dry cleaners, massage, acupuncture) once a month to one customer. One month the prize is a free meal, the next month free massage, the next free dry cleaning, etc. Every business has a bowl to collect the business cards, which are all pooled once per month. You get to keep the business cards and once you have them in electronic format you’ll share them with every business that participates. Before you know it you’ll have hundreds and thousands of business cards you can all use for direct mailings in your local market.
16. Chocolate Shoes – Still trying to get in the door to meet some MDs? This idea takes some brass, but I like it. Buy a dozen chocolate feet (there are a few companies who make these… try http://chocolatelady.com) and have them boxed beautifully. Send them with your presentation folder and a well written but spirited cover letter to 12 local specialists in the area where you want referrals (gynecology, orthopedics, pediatrics, etc.) Your letter can start with something like “Still trying to get our foot in the door.” Some doctors won’t like your approach, but others may just be impressed/amused enough to give you a call.
17. Sponsor a Half Court Shot - Ask the local high school in your target area if you can sponsor a half court shot contest during the high school basketball game’s half-time show. Award the winner gift certificates to the local movies or dinner for two at a local restaurant. Ask the movie theatre and restaurants to help you offset the cost (or go together with another clinic or two). Get this one in the paper!
18. Got a family member or friend who owns a gas station? - Offer free acupuncture treatments with a fill-up instead of a car wash. Create a large banner to put up at the gas station. This should create some buzz!
19. 6-by-10 – have a heard time doing your cold (or warm) calls? Make a deal with yourself to have six calls done before 10 AM. That’s 36 calls if you do it two days a week for three weeks! If two or three of those calls create a business opportunity for you, it was well worth the time and effort. Some of these calls could be about one or more of the above ideas, some to MD offices, some to inactive patients, some to people you met at a party who asked about acupuncture, or whatever. I guarantee that by the 36th call, you will experience less fear and loathing. Here’s a tip… have a script written and in front of you in advance so the jitters don’t make you forget what you want to say. And remember, your pitch must start and end with what’s in it for them. Here’s another tip… if you cannot get through the gatekeeper, try to make an appointment to meet and “court” the gatekeeper. Invite them to lunch!
20. Start The Acupuncture "Kiwanis" club in your community. In other words, a group of acupuncturists (or alternative therapists if you need a larger membership). Meet once per month for breakfast or a beer and figure out a project to help your community as a group.
Perhaps you are more creative than me and can think up a lot more great promotions. Give it a try. Make a list of 20 more creative promotions and work them down to a short list. Then move out and make something happen. We don't want to let others define who we are and what we can do!!!
As a matter of fact, why not do that? Think up 20 more promotional ideas and then let your friends or partners rank them based on the following criteria:
• realistic (as in you could actually pull it off)
• fun and whacky (people will respond to things that have entertainment value)
• doing good in the community (this will often get you into the paper or on the 5 o’clock news)
• purple cow value (it’s different and remarkable compared to anything in the acupuncture community has already done)
Then narrow down your list to the best three promotions ideas. Then have a discussion with anyone else who might be participating or a stake-holder in the work and the outcome and choose one to try out. Doing just one of these promotions will give you experience and will most likely bring interest to your clinic or at the very least, get you some free publicity.
Here are mine for today…
1. Sports venue contest - Partner with a local sports venue and your state acupuncture association and host a contest that will give the winner free passes to watch a professional sports game in the box seating area. People will love the promotion and it is sure to get a lot of press. What could the contest be? An essay contest about “Why Sport Participants Should Love Acupuncture” with the winning essay going on your website, into the local newspaper, or out in your monthly patient email blast and being printed in the health or sports section of the local paper.
2. Joint Venture with another or several other small business - Joint venture with one or more small businesses in your neighborhood and display each other’s products/services in your respective show room or reception area. This trade could be with a beauty salon with proprietary products, a climbing gym with health-related products, a health-food store, a local spa, a specialty bookshop, or even a company that sells clothing and prostheses for women who have had mastectomies.
3. Niche sales – with other acupuncturists or your state association, sponsor special offers, talks and classes, or products for specific communities (niches) of people who give to the community such as firemen, teachers and policemen. This could be a “Teacher’s Appreciation Day.” An “over 65” senior adults event can be popular as well. Offer a series of lectures on health, stress, posture, diet, exercise, anti-aging, or special products sales that might appeal to these niches. Donate the profits of all your sales of product at these classes to the professional organization or group who sponsors the talk and you can get in the paper as well as their association newsletter! Some of these folks will definitely become your patients.
4. Car/Truck signs – while you may have to pay a bit more for your license plates if it is a commercial vehicle, why not have your vehicle be a moving billboard for your clinic? Have something like “Headaches? Acupuncture Works! Call 333-333-3333 today for more information.”
5. Positive picketers - Positive picketers who picket your business with signs that say how good your work is. If you employ this tactic, call the newspaper and they’ll probably cover it. Call the local T.V. station, too. This could be a bit of a stretch, but then, no one else has used this idea for acupuncture yet, so why not?
6. Get all the acupuncturists in your city to co-sponsor a toy collection for the local homeless shelter for the holidays...or the local battered women's shelter. Get it on the news when you are delivering the toys and you all get some great publicity for being great community citizens.
7. Create a bumper sticker - Give your customers special incentives to put a bumper sticker on their cars. Your bumper sticker could read, “I Got Relief at Acme Acupuncture Clinic! 333-444-5555”
8. T-Shirts - Get a bunch of t-shirts made up and go down to the local 5k or 10k race and give them away to the runners and participants. By the way, while you’re at the race you should hire a couple of youngsters to tote a banner around with your clinic’s name on it (I was just in Seattle, WA at a 3K run and a local chiropractor was getting a lot of attention using this idea.)
9. Participate in Local Parades - If you live in a small city participating in a local parade is a fantastic way to get visibility. Rent a flat-bed truck and get two or three family members (or local public figures, celebrities, the mayor? etc.) to sit on the back with needles sticking out of their head, ears, legs, whatever and wave at the people. It will get a lot of attention. Don’t forget to get a big banner to put on the side of the truck with your clinic name and phone.
10. Host or Sponsor an Award - The best award to give are the best teacher award. Just contact the schools and ask them for submissions. Give away prizes to the teacher (free 6 months of acupuncture or herbs?). This affiliates you with a good cause and you have the opportunity to get a lot of free publicity.
11. Sponsor a Block Party in Your Clinic Neighborhood - Announce the party and provide food, drinks, and music for a few hours. Give everyone a clinic or acupuncture related t-shirt to wear while attending the party. (OK this one is not so shoestring budget, I admit.)
12. Free 4th of July Giveaway - Give away your services for the entire day on 4th of July (or other holiday) in your home town. Start displaying the free giveaway with your company name on it at the beginning of May. You can even sell tickets for a raffled item and give any proceeds to a local charity. Display your event at the local Chamber of Commerce (if you're a member of the chamber of commerce) or in your window or on signs in your clinic waiting area.
13. Good Cause Day - Proclaim a day in honor of a good cause. For instance, suppose your could establish an “Insomnia Day” because acupuncture can help people to sleep drug-free or you can take advantage of an existing day like “Arthritis Day?” You can submit your day to Chase’s Calendar of Events to dedicate your day to a good cause! Call the local press and other associations and let them know about the proclamation.
14. Host a “Free Seminar” - Team up with other local merchants or government agencies to host a free seminars on your area of expertise. If your talent or expertise helps others, you could partner with the local fire or police department to host an educational or awareness seminar, which will increase your chances of getting a lot of publicity.
15. Collect Business Cards from Local Businesses- Go around to local businesses and offer to sponsor a rotating business card drawing to give away their service (meal, dry cleaners, massage, acupuncture) once a month to one customer. One month the prize is a free meal, the next month free massage, the next free dry cleaning, etc. Every business has a bowl to collect the business cards, which are all pooled once per month. You get to keep the business cards and once you have them in electronic format you’ll share them with every business that participates. Before you know it you’ll have hundreds and thousands of business cards you can all use for direct mailings in your local market.
16. Chocolate Shoes – Still trying to get in the door to meet some MDs? This idea takes some brass, but I like it. Buy a dozen chocolate feet (there are a few companies who make these… try http://chocolatelady.com) and have them boxed beautifully. Send them with your presentation folder and a well written but spirited cover letter to 12 local specialists in the area where you want referrals (gynecology, orthopedics, pediatrics, etc.) Your letter can start with something like “Still trying to get our foot in the door.” Some doctors won’t like your approach, but others may just be impressed/amused enough to give you a call.
17. Sponsor a Half Court Shot - Ask the local high school in your target area if you can sponsor a half court shot contest during the high school basketball game’s half-time show. Award the winner gift certificates to the local movies or dinner for two at a local restaurant. Ask the movie theatre and restaurants to help you offset the cost (or go together with another clinic or two). Get this one in the paper!
18. Got a family member or friend who owns a gas station? - Offer free acupuncture treatments with a fill-up instead of a car wash. Create a large banner to put up at the gas station. This should create some buzz!
19. 6-by-10 – have a heard time doing your cold (or warm) calls? Make a deal with yourself to have six calls done before 10 AM. That’s 36 calls if you do it two days a week for three weeks! If two or three of those calls create a business opportunity for you, it was well worth the time and effort. Some of these calls could be about one or more of the above ideas, some to MD offices, some to inactive patients, some to people you met at a party who asked about acupuncture, or whatever. I guarantee that by the 36th call, you will experience less fear and loathing. Here’s a tip… have a script written and in front of you in advance so the jitters don’t make you forget what you want to say. And remember, your pitch must start and end with what’s in it for them. Here’s another tip… if you cannot get through the gatekeeper, try to make an appointment to meet and “court” the gatekeeper. Invite them to lunch!
20. Start The Acupuncture "Kiwanis" club in your community. In other words, a group of acupuncturists (or alternative therapists if you need a larger membership). Meet once per month for breakfast or a beer and figure out a project to help your community as a group.
Perhaps you are more creative than me and can think up a lot more great promotions. Give it a try. Make a list of 20 more creative promotions and work them down to a short list. Then move out and make something happen. We don't want to let others define who we are and what we can do!!!
Friday, September 3, 2010
Ten tips for better live presentations
My students always tell me how much they hate to do live speaking engagements. Still, I know it's a good way to build a practice or any type of business for that matter. So.... here are a few tips I've gleaned from all sorts of presentation professionals.
1. Find a few people in the audience with whom you can make eye contact. People associate eye contact with honesty.
2. Take pauses to allow words or Power Point information to sink in.
3. Don't put your hands in your pockets and jingle your coins (remove the keys and coins from your pockets if you have such things). Remember that body language is 50-60% of communication. Hands in pockets reveals discomfort.
4. Don't point at people. It took years of training coaches to get Bill Clinton to stop pointing his finger during speeches! It reminds people unconsciously of their mother!
5. The talk should be for and about the audience, not about you. You'll bore people to death if you go into great detail about yourself. Put all that you want to say about you on the back of your handout materials or in your other educational materials that people can get before or after the talk.
6. Be friendly. Smile and connect with people even if you are nervous. In fact this will help you with the nervousness. Your body language will change if you are smiling. And, wonder of wonder, you can feel less nervous if you are smiling!
7. If you are really serious about this, video yourself and take a look. Are you standing up straight, wearing a good color for you, speaking with care and passion? is your voice strong, friendly and believable. (38% of communication is how your voice sounds). People believe what they see more than the words you say. (Words are only 8% of communication)!
8. Ask your audience a few questions, even if they are "rhetorical" or even though you know what the answers will be. This helps involve people and makes it feel as if you are speaking directly to each person.
9. Take a sign-up list to pass around to collect contact information and sign people up for your newsletter, notices for classes, lectures, special sales, etc. Also take along your appointment schedule...you never know who may wish to sign up on the spot.
10. At the end, tie your presentation back to your main, initial point. For example if this blog were a speech, I might say something like... "At the beginning of this lecture, I said you'd know how to be a better presenter. By attempting to model this for you in my talk today, I hope to have given you some good tips for being a better, more relaxed, and more confident public speaker."
I have tons of blogs like this one archived at the www.BluePoppy.com blog. You can take a look any time. And finally..., I will be giving an entire day-long lecture on all kinds of business growing and start-up ideas at the New England School of Acupuncture in March, 2011. Check out the link for more details. Thanks for reading. http://www.nesa.edu/calendar/show_item/112
1. Find a few people in the audience with whom you can make eye contact. People associate eye contact with honesty.
2. Take pauses to allow words or Power Point information to sink in.
3. Don't put your hands in your pockets and jingle your coins (remove the keys and coins from your pockets if you have such things). Remember that body language is 50-60% of communication. Hands in pockets reveals discomfort.
4. Don't point at people. It took years of training coaches to get Bill Clinton to stop pointing his finger during speeches! It reminds people unconsciously of their mother!
5. The talk should be for and about the audience, not about you. You'll bore people to death if you go into great detail about yourself. Put all that you want to say about you on the back of your handout materials or in your other educational materials that people can get before or after the talk.
6. Be friendly. Smile and connect with people even if you are nervous. In fact this will help you with the nervousness. Your body language will change if you are smiling. And, wonder of wonder, you can feel less nervous if you are smiling!
7. If you are really serious about this, video yourself and take a look. Are you standing up straight, wearing a good color for you, speaking with care and passion? is your voice strong, friendly and believable. (38% of communication is how your voice sounds). People believe what they see more than the words you say. (Words are only 8% of communication)!
8. Ask your audience a few questions, even if they are "rhetorical" or even though you know what the answers will be. This helps involve people and makes it feel as if you are speaking directly to each person.
9. Take a sign-up list to pass around to collect contact information and sign people up for your newsletter, notices for classes, lectures, special sales, etc. Also take along your appointment schedule...you never know who may wish to sign up on the spot.
10. At the end, tie your presentation back to your main, initial point. For example if this blog were a speech, I might say something like... "At the beginning of this lecture, I said you'd know how to be a better presenter. By attempting to model this for you in my talk today, I hope to have given you some good tips for being a better, more relaxed, and more confident public speaker."
I have tons of blogs like this one archived at the www.BluePoppy.com blog. You can take a look any time. And finally..., I will be giving an entire day-long lecture on all kinds of business growing and start-up ideas at the New England School of Acupuncture in March, 2011. Check out the link for more details. Thanks for reading. http://www.nesa.edu/calendar/show_item/112
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