Archives

Tagged ‘event‘

Guest post & fall class series on marketing for nutritionists

Greetings from my own private retreat (oh yes!) in the Evergreen State!

Just today the Wellspring School for Healing Arts published my guest post with a little preview of the class series on marketing for nutritionists I will be teaching in the fall.
Read more →

“But I don’t think I want a niche!”


Earlier this week, I had the pleasure of giving a workshop to twenty brilliant, lovely, generous, and enthusiastic alumni of the East West College of the Healing Arts. They had a ton of great questions and ideas, and the piece that promoted most of both was the concept of choosing a niche. One of the alumni told me “I don’t think I want a niche!” And, you know, that’s totally OK.

Niches are one of my favorite things in marketing, but I would never tell you that you absolutely have to have a niche. That would be ridiculous – first of all, it’s your business and you get to decide how you want to run it, and second, I’m sure there are plenty of massage therapists and other healing arts professionals out there who don’t have a niche (or at least not one they are aware of) and are still doing well.

But I do want to offer you that idea again for your consideration, because I have seen about a thousand examples of how much easier and more organic marketing becomes when you do have a niche.

So, the question I’d ask is why you wouldn’t want a niche. Here are some answers I have heard from other people in the field, and some thoughts about them:

“I need variety!”

Your wish shall be granted. Having a niche doesn’t mean you only get to offer one modality, or that you have to stick with the same one forever. Because you are dealing with real human beings and not lemmings, there is already some built-in variety.

Your niche will also likely change and evolve, and of course you are allowed and able to move to a different one in the future.

“I don’t want to exclude anyone.”

And you don’t have to. Of course you can welcome all kinds of clients – you may actually notice that people from way outside your niche are attracted to your practice because of your niche.

You don’t ever have to state “I exclusively work with …” – it’s clear and appealing enough if you say something along the lines of “I especially love working with …” or “We’re a great fit if you …”

“I have several niches I am super interested in and they have nothing to do with each other!”

Really? Maybe there is some overlap after all, and if so, that would be an awesome little niche to go for.

For exmaple, one of the LMTs in my workshop loves working with pregnant women, and she into Shiatsu – which is not recommended during pregnancy. But then another participant had the insight that Shiatsu is actually a great modality for the postpartum period (“I would have loved to have someone step on my hips after I had my baby!”), so there is a lovely option for bringing those two passions together.

If you can’t see any overlap right now, you can either try out settling into two niches (just not more than two or it can get confusing), or start with one, see how it fits you, and how things develop for you.

I will follow up soon with a post on how choosing a niche actually makes marketing for natural health practitioners easier and more fun, so stay tuned – or, if you can’t wait, contact me and we can set up a little spot consultation.

Sept. 18: Workshop at East West College of the Healing Arts

Workshop at East West College

I’m so thrilled to be invited to offer a workshop for current students and alumni of East West College of the Healing Arts. If that’s you, please join me on September 18! Here is the official description:

Marketing can be like eating your greens when you’re just learning how to cook – you know it’s good for you, but it takes a couple of great recipes and a dose of curiosity to develop a taste for it. If you could use some recipes and attitude to get all the healthy benefits of good marketing, this workshop is for you. It will give you a clear sense of what you really need, what you can safely kick off your to-do list, and where to start. We will also share tools and strategies for getting organized and for working with limited resources. You’ll leave with clarity, inspiration, and actionable ideas for connecting with your people and growing your practice.

A couple more coordinates: You can sign up for this workshop through East West College. It is part of their Professional Growth series, and you can earn one CEU for it. There are 20 spots available. It’s going to be fun!