The Cold Stove or “I built it, so where are they?”

Earl Nightingale talks about the person sitting in front of a cold stove, waiting for heat. Asked about it, the person says, “When I get the heat, I’ll give the stove the wood”. That is how many of us are regarding our success. We don’t invest in our businesses’ success because we are waiting to be successful before making that investment. Marketing is one of the most important things to invest in. Now when I say “invest”, the first thing that comes to mind is money. But there are many ways of investing in our business that do not entail money. The most important commodity to invest is our time. There are many things that we can do to accelerate our business’ growth.

“But I built a website” “But I bought an ad” “I get clients through word of mouth”. All these things are great–especially the last one. There is no better way to get business than word of mouth. However, these are all passive! Our massage businesses are not magical baseball fields. If we build it, they are not going to just come. We have to let them know about us. Marketing is an action–it is not passive. CJ Hayden, author of “Get Clients Now!” defines marketing as: “Telling people what you do . . . over and over again”.  John Jantsch, author of “Duct Tape Marketing” says, “Marketing is a system, not an event”.

Yet most people do one thing–usually very passive, and think that they have marketed. Marketing is self-promotion, a concept that is difficult for us healers. Our profession is not about us, it is about the client. But look at this way: you have something that your prospective client needs. You are doing them a service by letting them know. The best way to reach them is with a systematic approach that uses the most effective means consistently. People usually do not buy the first, second or even the third time they hear about you. It takes at least 7 times! So what are you DOING (as in action) to let the world know what you do, and how it will benefit them?

’til next time,


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