UpClose & Personal - Arlene Alpert

I have heard that there are too many massage therapists who simply abhor the thought of using marketing techniques to advance themselves. They have various reasons, from thinking that it is inappropriate for healers to advertise to having unreasonable reservations about seeing themselves as a business.

Nevertheless, at some point, even the most successful therapists will find that they need to increase their practice. However, instead of biting the bullet, which if you try to do that you will most likely sabotage yourself, allow yourself the openness of realizing that literally everyone—doctors, lawyers, Indian chiefs—need to let people know that they exist and are open for business.

If you want to get motivated to market yourself, it is going to take a different direction than just hiring a PR person or trying to handle it yourself. If you are one of those therapists with built-in resistance to "marketing" and you want to eliminate any possible roadblocks, then take a look at the "psychological" side of what marketing means to you and how to get past these self-fulfilling obstacles:

1) Upgrade Your Professional Self-Image
What is your image and opinion of yourself as a business professional? Psychologically, there is a direct connection between what you think about yourself and your ability to generate new clients. Most people want to come to someone they perceive as successful. When you feel successful and you think of yourself that way, so will everyone else. One technique to enhance your self-image is to look into the mirror every day and say out loud, "I am successful in my career."

2) Analyze Your Self-Motivation
A great deal of psychological research has shown over and over that no one can motivate you, not even to market yourself. However, if your commitment is to be successful, then you need to add the discipline of consistent marketing and be determined that your business success is vital to you. Winners are self-directed and never give up. Every day they look for ways to not only increase their sense of passion in their business, but their ability to let as many people know how they feel as possible. When you are your own "boss," your creative ideas mushroom into lots of business.

3) Expand Your Energy
There is a psychological connection between your energy level, your anxieties about leaving your comfort zone and your motivation to pursue marketing your business. First of all, you can maintain high energy when you have enough sleep, have eaten properly and gotten some exercise. Second, your energy can become drained rapidly if you harbor resentment and other negative "energy" feelings about needing to market yourself to increase your business. So…third, look at some ways to shift from opposition to surrender—to the reality that visibility and credibility are ways to market yourself.

4) Maintain A Positive Attitude About Marketing
Are you excited when you wake up in the morning? Do you look forward to your day with anticipation that you will have fun, do a great job and develop new relationships? Say “YES,” and your success in your professional (and personal) life will amaze you! Customers want to be with professionals who are in a good frame of mind, who don't complain or get frustrated by the "small stuff.” You can't afford to show customers that you are irritable, angry or upset when they are late or they forget their appointment. Handle yourself with grace, acceptance and forgiveness, and customers will beat a path to your door.

5) Show Genuine Enthusiasm
Marketing is not only sending out mailings or other PR. When your clients walk in the door, you are marketing when you greet them with eagerness, looking pleased and happy that they are there. All successful relationships are based on being excited about helping your customers get what they want. When you genuinely care about their best interests, they will appreciate you and keep coming back. And… isn't that motivating?

6) Keep Your Focus
Without knowing where you are going, you can't stay pointed in a direction. Without focus, you can't keep your eye on the goal. Think "Self-Motivation." It is the foundation to get you there. It is dedicated ambition and a desire to succeed. It is an intense vision of knowing what you want and never giving up until you get there, despite setbacks and failure. Keep your destination in mind, but focus on the journey.

**Next Time -- Part 2

Arlene Alpert, MS, LMHC President/CEO of Jupiter Consulting & Training Institute is a Business Therapist, Business Relationship Consultant and Author. Arlene provides workshops, consulting and Tel-Talk™ 1 & 2 hour telephone sessions with help to increase your business. Ask about her new book: Traveling Beyond Life's Roadblocks: Creating A Life Of Choice and about her CE FL and NCBTMB courses (561) 744-4988, E-mail: ALPERT10@aol.com and visit her website at www.arlenealpert.com.

Please call or write the editor with specific questions and I will address them in another article.

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