Yesterday, the poll closed on our new business card designs.

I would like to thank everyone for their input, especially those who suggested alternatives and/or gave detailed input. Knowing what you think and what you need helps tremendously.

We here at Ye Olde NTM re-learned some important stuff in the course of doing this poll. Now I’m going to pass it on; it never hurts to remember these things:

1. There is always some level of emotional investment in your practice.
There’s a reason why practices like massage therapy and other healing approaches are called “Healing Arts.” Healing is an art, whether you are an MD or an MT. Art doesn’t happen without commitment, love and compassion. It’s your baby.

So when someone tells you that your work — your baby — is not for them, your heart gets a slight owie. Why don’t they like me? I’m nice.

BUT! Deep Breath! It’s all right. It’s good to understand that your work isn’t a good fit for everyone becaaause …

2. You can’t serve everyone.
“Who would you like to work with?” I ask. “Everyone,” is a common reply — especially with new bodyworkers.

You can’t work with Everyone. Everyone doesn’t want you. You don’t want Everyone. Why spend time and money chasing after potential clients who would rather you didn’t? It has nothing to do with whether they like you or not. It has nothing to do with your skill. It’s not personal. It’s just not a good fit.

Learn, be grateful, let it go.

3. Maintaining the focus of your practice on your Ideal Client takes work.
Your favorite client is different from your Ideal Client. Let’s say that your favorite client, one that you respect and enjoy, comes to you and strongly suggests you should start offering warm stone massage. She had a warm stone session during a weekend getaway and is now sold on the experience. She wants more and is going to find someone who can offer it.

You don’t want to do warm stone work. You don’t care for the whole rigmarole and how it messes up your schedule. It’s not your bag.

If you don’t do it, will this favorite, regular client disappear?

If you do stray down a warm stone path that moves away from the clients who are the focus of your practice, how will the change affect them?
How will shifting focus affect how you run your business?
How will change affect your bottom line (you know, the one that pays the rent and stuff)?

It’s hard not to scramble, trying to please everyone.

Focus. Evaluate. Shift if you have to/want to. Focus some more.

4. Just because you know, doesn’t mean they know.
I was talking to a home builder today. He was concerned. His prospective clients weren’t as excited about net-zero energy home building as he was. “Why don’t they get it???”

Well, he eats, breathes and sleeps net-zero. He’s face down in it all day.

He is coming to realize everyone else is not immersed in the mechanics of his livelihood. If he’s told one client about net-zero energy, that doesn’t mean all other clients know about it now. He has to keep talking about its virtues to each new person … and keep remembering that this client is hearing the information for the first time.

The same goes for you. Every new client needs to be told about your cancellation policy. Every new client needs to be told that drinking water and doing your suggested stretches will increase the effectiveness of your work.

And (here’s the real marketing clincher) just because you see [lavender images] every day, doesn’t mean [lavender images] are not appealing to your Ideal Clients. What feels passé to you, may be comforting and encouraging to your clients.

5. Asking questions reaps rewards.
“Can I borrow your eyes?” It’s a common question in our office when we have a new design or text. With the last poll, we learned that not even seven pairs of eyes can catch every mistake or general weirdness.

Thank goodness we asked you for your opinions.

For you, when you write any text for your website or create a marketing flyer, be sure more than two people read through it. Listen to any suggestions your readers may have. You don’t have to act on these suggestions but it’s good to know what people who aren’t you think.

If you were trying to attract more men to your practice, you’d ask a couple-few guys to read through your marketing text, right? If two male proofreaders tell you that the word “hormone” makes them uncomfortable you may want to consider finding another word. Or at least make plans to tell certain concerned men (my husband) that, indeed, everyone has hormones.

So.
Thank you for the taking the time to give us your thoughts. We value what you have to offer and the lessons you teach us everyday.

All my best,
Eileen