“I have a successful practice – I don’t need a Marketing Module.”
This is a phrase I have heard many times over the years. In fact, one of my beta testers said it to me too: “I was originally disappointed that I had been allocated this module to evaluate as I had thought my business was doing just fine! Having completed the module, I realise this was not the case.”
So, why is this course in Fertility Support training and why am I so hell-bent on having it as a necessary inclusion to completing the Advanced Level Diploma in Fertility Acupuncture when there’s so much resistance to the concept?
I have been lucky enough to have a fairly good practice, with clients flowing through the door as the years went on, and after about a decade or so, I stopped having to market myself and could let word of mouth take over. Then, in 2016 I found myself in a place I had never been before. Some personal circumstances arose which meant I had to make a huge change in my life. This basically translated into needing to triple my income – my family was refurbishing a house at the time, I had a young child, rent and mortgage to pay, and there was just no choice and no time to lead up to it. I talk about this a bit at the beginning of the course, but suffice it to say, no amount of paying for Facebook ads, or Google Adwords, or any manufactured marketing was going to do the trick in the time or cashflow I had available. I knew this, because I’d tried it before when cash flow was good, and the results were inconsistent and unreliable.
In order to achieve my financial goals, I had no choice… I went inward – that was the only way. I spent time doing what I call the ‘inside work.’ I read books on female entrepreneurs, I went to entrepreneurial conferences (and in many ways felt more at home than I have done at some TCM conferences, which was an interesting revelation to me).
I took the time to really think about myself, my patterns, my failures, my pitfalls, where I displayed self-sabotaging behaviour which affected my ability to work, what I wanted from my practice, my messaging, my customer service, my client handling, my pricing, my epigenetic inheritance, my goals, my aims, my aspirations – so many things I’d never really taken the time to think through. And these are things that we all know we need to do, but many of us (myself included) need outside help do actually make it happen.
I applied all of this knowledge and insight to my work. Rigorously, with investment in myself first, and with a level of consciousness and mindfulness that I’d never before been able to achieve. I tripled my income, I’ve had a 6 month waiting list for the last three years, and I haven’t looked back. I chose to re-invest a great deal of these funds into launching the online learning platform and to change the way I worked so I could access a different part of the population – one that I most wanted to work with.
This experience has been life-changing for me. And in many ways, a uniquely female exploration as I had to learn (or re-learn) all sorts of habits around boundaries, self-care and being ‘nice’ which I’ve come to think is a kind of deprograming of how we as women are brought up by our parents and our society.
Through teaching two in-person Diploma groups, as well as through my mentoring and Mastermind Groups, and the work I’ve done travelling around the UK giving marketing workshops to British Acupuncture Council members, I’ve been able to help other practitioners do as I have done and increase their income in a way that works for them, and therefore, works for their clients.
I know how important this inside work is to having a thriving practice, and to communicating with our clients in a way that works for us and therefore serves them best. It is my hope that practitioners will allow themselves to go with me on the journey in this course and reap the same concrete financial and lifestyle improvements that I’ve been able to enjoy.
What is actually in the module?
Topic 1: Introduction
Topic 2: Key Concepts
- Growth Mindset
- Onboarding Clients
- Being conscious and intention with your actions
- Understanding the idea of Pain Points
Topic 3: Genograms and the Unconscious Familial Impact
- Family and Money
- Unconscious programming
Topic 4: Marketing
- What is marketing?
- What makes marketing work?
- Defining your goals.
Topic 5: The Ideal Customer
Topic 6: Competition
Topic 7: Boundaries
Topic 8: Social Media
- Digital Storytelling
- Email Lists
Topic 8: Customer Service
- Establishing Trust
- Staying Professional
- Dealing with tricky situations
Topic 9: Food and Emotion
- Put your own oxygen mask on first
- Hacks to deal with self-worth
Topic 10: Productivity
Topic 10: Finances and Websites
- Payment Systems
- Websites – what needs to be on them?
This course has been awarded CPD/CEU points from the following accreditation bodies:
- NCCAOM: 3.5 points
- Florida Board of Acupuncture: 3 points
- California Board of Acupuncture: 3 points
- AACMA: 3 points
- New Zealand Acupuncture Standards Authority: 2 points