Friday, August 15, 2003

The Money in Holistic Health I have one more point to add to yesterday's post. I have noticed that holistic healers have a tendency to think that if they are not making enough money doing a single modality, they should add more modalities (craniosacral, naturopathy, acupuncture, etc.) and then they will make a lot more money. Yet I don't have a single instance where I've seen this actually work. Again, (sorry for the broken record) this is a marketing issue. In a marketing plan, a practitioner must create a SMALLER market, not a larger one. For instance, an Alexander Technique teacher who specializes in children with cerebral palsy will be much more successful (busy, profitable, etc.) than a person who practices multiple modalities and markets to everyone equally. Does this mean this practitioner should turn down adults who don't have cerebral palsy? No, that's not my point. My point is that her entire marketing plan should be directed towards her target audience, and then if she wishes to take other types of business, that's no problem. But the marketing focus must be there. 8:44:22 AM

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