World School>> Holistic Health and Massage Therapy Newsletter>>Business

ONE: Acquaint yourself with the Cultural Creatives

Become aware of an emerging group called the “Cultural Creatives.” Considered by some to be the new Baby Boomers, this diverse and widespread community numbers 60 million (one out of every 3 or 4 adult Americans) in the U.S. alone. They are largely responsible for the growth of the alternative healthcare movement in our country—a $275 billion per year industry. Yes, by "alternative healthcare," we do include massage and other holistic services! Understanding better how Cultural Creatives think and what they need is fast becoming a key ingredient in developing and maintaining a successful practice.

While this group is estimated to be growing at between 20 and 30 percent a year, other identified values-based groups are shrinking. Cultural Creatives are comprised of people from every race and socioeconomic background. In addition to being responsible for the growth of alternative medicine in the U.S., they are also the one's bringing about the growth of stores like Whole Foods (30% growth annually), and for the ever increasing demand for organically grown products. Interestingly, because Cultural Creatives appear so culturally and economically different from one another, they have yet to realize that they are a group.

As described by Drs. Paul H. Ray and Sherry Ruth Anderson in their book, The Cultural Creatives: How 50 Million People are Changing the World, “ (That's now 60 million in the U.S. and vastly more outside our borders), you are likely to be a Cultural Creative if you share deeply the following values: health of body, mind, spirit, and planet; sustainability, spirituality, authenticity, and social fairness. Sound holistic?

Cultural Creatives are also committed to community and healing and are proactive with both. They seek education and information and tend toward holistic attitudes. Those in alternative medicine who recognize and respond to this growing consciousness will place themselves on the cutting edge of growth in their respective fields of endeavor.

In summary, if you're a student or graduate of the World School, the Cultural Creatives are the group (demographic) at which you want to aim your marketing efforts. Why? Because Cultural Creatives embody holistic principles in their own lives. They share your values intimately. They are you and you are them. It's time to let go of being concerned about what others think. One out of every three people care deeply about what you have to say.

TWO: Make friends with the Internet

The Internet can be a powerful resource to help you build and maintain your client base. Here are some of the reasons why.

The Cultural Creatives are a Web-using group. They tend not to watch much TV. They like diverse sources of information that they can synthesize so they can make their own decisions. And where's the best place to find diverse sources of information? Yes, the Internet. That's why Cultural Creatives use it, extensively.

And just how important is the Internet? Consider this. In the San Francisco Bay Area alone last week, there was a combined total of 4,000 searches on Google for the keywords "massage" and "massage therapy." Last month on Google worldwide, there was a combined total of over 500,000 searches on those same keywords.

How to do it:

Send periodic e-mails. Collect contact information from existing clients, and remind them that you are around with a quarterly promotion. Take it a step further and spice up your message with a photo of a friend’s art, or a poem designed to inspire and motivate. Just learned a new technique? Send a brief description of it and how it will benefit them, and offer them a discount to try it. A snail-mail postcard does the trick too, but postage can certainly add up.

Find free Web listings. Look for free directories in which you can list your services. An online search using terms like “holistic directories” or “massage therapy” might be a good place to start. In addition to Web directories, you can often find local printed publications that list holistic and alternative therapy resources at coffee shops, bookstores, yoga studios, etc. Seek out as many free places as possible to be listed in. Publicity doesn’t have to be expensive.

Build a Web page. Briefly describe the techniques and services you offer, and ask clients for testimonials to put on your site. People are usually more willing to try something new when they have a heartfelt recommendation. Include your Web address on your business cards, flyers, brochures, and other marketing pieces.

THREE: Specialize. Educate. Motivate. Network.

Consider specializing. Some people find great success in targeting a particular group or ailment in their practice.

Educate people about your services whenever and wherever possible. As an educator, you will be seen as a resource and possibly an expert in your field. Consider giving people something (a technique or a useful tip) that they can use. Have material on hand that you can give them that describes what you do. They are more likely to use more of your services if they understand them better. Plus, these giveaways help keep your name in front of them (think refrigerator magnets).

Motivate. Create a referral reward program. Think of something attractive: for example, one complimentary massage for every three new referrals who book appointments with you.

Network. Offer free sample massages to chiropractors, physical therapists, personal trainers, and the like, and ask whether they would be willing to pass your cards along to their clients. Reciprocate the favor.

FOUR: Speak up

Find groups of people you can speak to about what you do. Where? Food co-ops, yoga studios, bookstores, learning annexes, alternative health care facilities. Find special interest groups that traditionally care about their bodies and health, and offer to give them a presentation.

Are you intimidated to speak in public? Start by rallying a group of friends you know would be open to learning something new. Speak to organizations whose members could benefit from learning complementary ways to approach their challenges (elders, those with eating disorders, depression, etc.)

Marketing yourself doesn’t have to be expensive or stressful. A little bit of creativity and confidence can go a long way!