Spring 2004

Why Your Graduates Need a Website

Everyone in business needs a website. Whether it's a one page freebie from your Internet provider or a website designed for product sales complete with a shopping cart, options exist that fit every practitioner's business. Just as a business card was once the epitome of professional marketing tools, the website has become the standard way to get information out to clients and the general public. For the new graduate or even a more established practitioner, a website can be an efficient way to market and communicate with clients. Practitioners can take advantage of the technology available to expand visibility and network. Positioning their business on the Internet enables prospective clients to easily and quickly find out what services are available, book sessions (if the site has an appointment book) and read tips about improving well-being.

Websites can be used in the following manners: functioning as an e-brochure; serving as a client education forum for building good professional public relations; posting policies and procedures, forms, credentials, activities calendar, success stories and testimonials, price schedule, service menu, marketing promotions, directions to the business and contact information; maintaining an appointment calendar; displaying digital pictures of events; linking to other sites that may interest clients; archiving useful information; providing products with in depth descriptions; and creating a two-way communication path with clients. Clients can make appointments, post comments or ask questions at their leisure. In today's market convenience is everything and the Internet is one of the first places people look to find information and do business. Convenience goes for the practitioner as well. Practitioners can respond to clients quickly and easily; develop added value with educational, service and special opportunities; easily and inexpensively update marketing materials; and simplify policies and procedures.

The best part is that a website is an economical, easy and socially suave way to boost professional credibility. It lowers postage and printing costs. It can be as personal or as spartan as appropriate to the person or business. It also reaches people outside of the physical area, (e.g. people on vacation) or out-of-towners who want to buy gift certificates for local friends and family. Collecting contact information or taking surveys becomes relatively easy. Overall, the client feels better served, heard and informed.

Hollis Radin, from Los Altos, CA, states, "Many people say that they found us on the Web. Even if they find us some other way, they may choose us because they can learn more about us than just our name. Sometimes people call from out-of-town to buy a gift certificate for a friend or relative who lives locally, or because they are coming to this area for a visit. We received a request from Chicago to set up an ongoing seated massage program for their San Francisco Bay Area office. When we receive a call from potential local clients, who perhaps picked our name randomly from the phone book, we ask if they have access to a computer. If the answer is yes, we tell them about our web site and give them the option of looking us up or having us mail printed information out to them. Also, our site includes a map and driving directions to make it easier for clients to find us. It's great when someone walks in and says, 'Hey, I recognize you; I saw your picture on the Web!' Having our photographs on our site really makes people feel at home."[1]

Now, how to get it set up? This issue supports practitioners and teachers with a variety of ideas. Especially note the Classroom Caper. Also in this issue are Website Marketing Tips. Help your students create a twenty-first century marketing plan.

________
1. Web Sites That Really Work

Classroom Caper

TOPIC: The Website Market

Objective: Learners determine their options in setting up a website.

Procedure: As a class discuss how a website can be applied to a business plan. Have quad pods research or discuss qualities that make a website standout. Suggest covering: ease of navigation; readability; visual esthetics; quick loading. Then have the groups investigate the various options in website building available and report to the class. Note: The instructor may need to ensure that those with exceptional computer knowledge are distributed between groups. It may also be useful to read the website articles on www.sohnen-moe.com.

Variation: For more depth assign the following questions.

What kind of packages are available from your current e-mail provider or ISP (if you already have a website)?
Interview at least two website designers.
From your research, evaluate three website building options you are most likely to utilize and submit your critique. Address which is the best choice for your business and why.

Discussion/Closing: Who has decided to incorporate a website into their business plan? What are some of the examples of how to apply a website? For those who are planning to work for someone else, how might you contribute to your employer's website? What are some of the questions that came up while doing your research? What further information do you need to find?

Materials Required: Computer, paper and writing utensil.

Time Required: 40-60 minutes (Variation: 4-6 hours)

Website Resources

WebPromote
What's Next Online
Website 101: Small Business Internet Tutorial
The Internet Marketing Center
ClickZ Network
Starting Your Own Business
No.1 Freeware Web Resources
Business N@tion
Small Office Home Office
BizWeb2000

Help your graduates gain a head start. The website development program is an inexpensive and excellent way for both new and seasoned practitioners to market their practices on the Internet! There are numerous templates to choose from and there is no design cost. Call us today at 800-786-4774 or click here: .

Mission Statement

Teacher's Aide is a cooperative venture among all of us who teach business: a support system to make our job easier, more effective and fun. This newsletter is a forum for exchanging creative techniques on teaching business as well as a resource for exercises, handouts, quotes and tools for use in class. We welcome contributions, so please send them today.

Rave Reviews

Massage Magazine
March/April 2004
Reviewed by Don Schwartz

At first glance, The Ethics of Touch may not seem like a book best described as monumental, but in fact, many decades of dedicated practice, study, thought and care by the two authors and 15 contributors have gone into the realization of a work of critical importance to the entire field of skilled and nurturing touch.

This book is a must-read for anyone who touches for money or barter. Although written for health-care professionals, much of the information is vital to those who touch or are touched as a lifestyle choice.

The authors' approach to their subject is thorough, comprehensive and exhaustive. I found their summaries of transference, counter-transference and defense mechanisms to be the best and easiest to understand I've read to date. Likewise, their exploration and edification of boundaries, emotions, sexuality and intimacy empower the reader to receive, utilize and further explore information about these vital areas on her or his own. An entire chapter is devoted to "dual relationships," which refers to "the overlapping of professional and social roles and interactions between two people."

Reflecting the authors' dedication to excellence, this paperback book is designed perfectly. The pages are large, the type is a pleasure to read, and the text is enhanced with exercises, examples and extended quotations. The wide margins contain references to key points in other parts of the book, critical ideas and short quotations from the likes of Mahatma Ghandi, Groucho Marx and Norman Schwarzkopf. My favorite quote, by Thomas B. Macaulay, cuts to the core: "The measure of a man's character is what he would do if he knew he never would be found out."

The book is well-indexed and annotated. The authors have generously included three appendices: forms; specialized protocols; and codes of ethics from 13 organizations and practices.

It is my fervent hope that all those responsible for training touch practitioners in any context whatsoever will require the reading and comprehension of this book for all of their students.

Whether the reader is a neophyte to the somatics field or a seasoned veteran, The Ethics of Touch is bound to facilitate progressive change in a practitioner's process and content of ethical decision-making.

The widespread understanding and utilization of the information in this instant classic is an absolutely necessary step for the profession to take to gain a wider and deeper public acceptance of the value touch practitioners bring to our individual and collective lives.

Business Mastery CEs

Support your own practice and get fired up for teaching by reviewing old concepts with new perspective. The Business Mastery Continuing Education Home Study Series has 36 specialty courses that replace the original 12-hour comprehensive course. It helps new practitioners establish thriving practices and supports seasoned practitioners in taking their businesses to the next level. These courses use Business Mastery (purchased separately) as the required reading material and range from 2-6 hours per course. The Business Mastery series assists you to clarify your vision, set goals that get results, increase your profits, develop professional alliances, effectively market your practice, communicate well with clients and keep more of the money you earn. Our courses are approved by the National Certification Board for Therapeutic Massage and Bodywork (NCBTMB) as continuing education under Category A (Provider No. 031932-00) and are accepted by the AMTA, ABMP, Florida State and many other health care practitioners' national and state boards. Please check with your board(s) for details and certification guidelines.

Announcements

International Symposium on the Science of Touch

ISST 2004
"Towards an Integrative Medicine"

Meet internationally known speakers, broaden your understanding and explore new techniques by taking part in hands-on workshops. Enrich your network and open yourself to new professional horizons.

If you're a practitioner or researcher who supports the integration of complementary approaches in the healthcare field, you simply cannot miss the 2nd International Symposium on the Science of Touch.

For more information:
Website: www.isst2004.org
E-mail: info@isst2004.org
Voice: 514-272-2254 or 877-776-4778

Business Mastery
Teacher's Manual Updated

We've updated and reformatted the Lesson Plan Builders to make your job easier. The manual is available online to schools requiring Business Mastery and also includes a COMTA chart organized by Competency, designed to simplify activity choices. We'll be adding full color overheads soon. Check regularly.

Website Marketing Tips

Print your website address on all your promotional materials (e.g., business cards, brochures, fliers, newsletters).
Send out a special mailing to your client list announcing your website.
Send press releases to local media about your website.
Notify your Chamber of Commerce and Visitor's Bureau about your website.
Post your address with Regional Website Directories and city sites (usually the listing is free but a charge is assessed if you want a direct link to your site).
Link your site to other massage- related sites (contact the webmaster to ascertain if linking is an option).
Crosslink (provide reciprocal links) your site with affiliated sites. For example, if you specialize in working with fibromyalgia, link with some of the online fibromyalgia support groups and resource organizations.
Advertise on Internet classified sections.
Deliver e-newsletters to clients and prospects.

Check out ineedhits to find out which sites on the Internet are linking to your site.
Purchase advertising on sites that you feel would be a likely source of people to visit your site.
Join newsgroups, chat rooms, forums and discussion groups. You are not allowed to directly promote yourself but you can list your website address as part of your signature line. Visit Topica for a comprehensive directory of discussion groups, go to ChatMag for a chat room directory and check out Yahoo! for creating your own listserv. (By the way, there are several bodywork-oriented newsgroups already at Yahoo!.)
Send broadcast E-mails to specific target markets inviting them to visit your website. These are mostly used when announcing a new site, additional services, special promotions and upcoming events. They can also notify people that you have information on your site that is of benefit to them (e.g., a specific article or tips). Use broadcast E-mails judiciously. If they are not substantive, they are perceived as junk mail!