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Best Practices: Shari Auth

Q. What advice can you provide about marketing a technique or product?

A. Publish educational articles on the topic that pertains to your technique or product. It’s generous to your audience and demonstrates your expertise on that topic.

Q. If you knew then what you know now, what would you have done differently starting out?

A. I’m happy to say, mostly nothing, I would have just been more confident about my decision to go into holistic medicine at a time when it wasn’t

that popular or recognized.

Q. How do you balance your work life and your personal life?

A. I don’t work weekends and I’ve learned to say no to my clients to maintain reasonable work hours.

Q. Describe a time when things weren’t going well in your business and what you did to turn it around.

A. When my practice was slow, I set up cross-referral networks with practitioners with a similar client base, like personal trainers, raw food chefs, hairdressers and doctors.

Q. What was the best business decision you’ve made?

A. I used to have a house-call practice. When I finished my master’s degree in Chinese medicine, I decided to switch to an office practice. It meant risking the loss of clients and starting over. In the end, I lost the bulk of my house-call clientele but managed to establish a busy office practice. Having an office means I can book more clients in less time, and the energy I put toward traveling from house to house I now put toward treating clients.

by Janet McGrane Bennett

Attitudes toward fragrance are very personal. Why offer the same massage to each client, when you can personalize each session with pure and fragrant essential oils? Your regular clients are the backbone of your practice. If you create an environment in which the massage is specifically tailored to individuals, your repeat clientele will swiftly increase.

The scents sense

The five senses rule our lives: touch, hearing, sight, taste and smell. Of these five, smell is the most powerful. Why is this? Scent has the hidden power to reach deep inside the mind–aromas can affect your mood, elicit memories of childhood or even send someone pleasantly off to sleep.

Once your client gets used to your personalized combination of, say, lavender and mandarin, it will become a potent, sensory part of the relaxation experience for him. When he smells the familiar aroma, he will begin to relax from the moment the scent wafts to his nose. You can even label different bottles for particular clients—with their own personalized bottle of scented oil on your shelf, they will feel special indeed.

The simple scenting process

It is best to scent your oil first thing in the

morning when your nose is most sensitive and not overwhelmed with all the scents of the day. Any natural, cold-pressed vegetable oil works well as your base; the most commonly used oils are grapeseed, sweet almond, sesame seed, apricot kernel and avocado oils.

Remember that once you add fragrance, you can’t take it out. Start small and add only a few drops to begin with. Keep track of every drop you add. Don’t be shy to mix different aromatherapy oils together. If you come up with a dynamite combination, you may want to duplicate it, especially if your clients rave about it. It could be your signature scent. Create recipe cards and you can easily repeat the blends.

Study your essential oils before using them and gain an understanding of their basic properties. Citrus oils, for instance, can make the skin more photosensitive. Many oils are not recommended during pregnancy. Always ask first if your client has any allergies or specific health conditions.

Getting to know your clients’ likes and dislikes is a valuable part of building the client-practitioner relationship. Whether this is massage scented with lavender, patchouli or even no scent at all, if their massage is customized down to the smallest detail, you will have a client for life.

Janet McGrane Bennett is the marketing director at Spa & Bodywork Market (www.spabodyworkmarket.com), a distributor of massage-and-spa products since 1987. With more than 18 years of experience in the industry, Bennett is passionate about therapists maintaining self-care and adding value to their practices, for themselves and their clients.

That’s the finding of a new study that included almost 8,000 British civil servants, average age 49, who were asked about their satisfaction in seven areas of their lives: romantic relationships, leisure activities, job, family, sex, standard of living and one’s self.

Over a follow-up period of about six years, higher levels of overall life satisfaction were associated with a statistically significant 13 percent reduced risk of coronary heart disease. Satisfaction in four main areas — job, family, sex and self — was also associated with a 13 percent reduced risk of heart disease.

The reduced risk, however, was not associated with love relationships, leisure activities or standard of living, the researchers found.

“Taken together, this research indicates that being satisfied with specific life domains — in particular, one’s job, family, sex life and self — is a positive health asset associated with a reduction in incident coronary heart disease independently of traditional risk factors,” the researchers wrote in a news release from the European Society of Cardiology.

The study was published online July 4 in the European Heart Journal.

The findings suggest that people at high risk for heart disease may benefit from programs to boost a positive state of mind, study author Dr. Julia Boehm, of Harvard School of Public Health, noted in the news release.

The fall and winter seasons are the busiest time for many massage therapists. Gift-certificate sales can be brisk for the holidays, and massage therapists may see more new clients compared to any other time of the year.

Although you can’t directly charge for your services as a student, you can still receive valuable experience marketing gift certificates. Experimenting with gift-certificate promotions can do a number of things for you as you look toward building your practice.

  1. It will get people in the habit of thinking of your services as a wonderful gift.
  2. When people come to see you with a gift certificate, it helps you build your list of contacts and potential clients.
  3. By learning how to market gift certificates now, you won’t lose valuable time learning this skill once your practice is up and running.
  4. You’ll make mistakes, learning what to do and, maybe more importantly, what not to do.
  5. It will help you learn how to talk to clients about how you can help them as well as other people they know.

As many massage therapists will tell you, speaking to clients about booking their next session or buying a gift certificate can feel awkward in the beginning. “I’m a massage therapist, not a salesperson,” you might say. While this may be correct, it is also true that if you care about clients feeling better, you will encourage them to receive bodywork. This goes for their friends and family, too.

Create a gift-certificate promotion
How do you express the idea that giving a gift certificate is giving the gift of health?

  1. Start by researching why people seek massage. Ask your friends or clinic clients why they carve time from their schedules to receive massage. Listen carefully. They are giving you clues to what motivates people to get massage—and, consequently, to buy gift certificates for other people.
  2. Link those concerns to the benefits of what you do. Here are some examples of complaints massage therapists frequently hear:
  • I’m stressed to the max.
  • My back (neck, feet, shoulders) hurt.
  • I’m exhausted and drained.

3. Now draw the conclusion: Massage can help reduce pain, relieve stress and help people feel better as a whole. The secret is you have to tell them that.

Practice marketing at the clinic
Give yourself a practice marketing assignment at your student clinic.

  1. When appropriate, gently remind clients gift certificates are available.
  2. Ask if you can put up a gift-certificate display. On it, display the clinic’s gift certificates along with messages that will speak to the clinic’s clientele. Adjust the messages below to echo the concerns you heard from your clients.
    a. We live in a fast-paced world. To keep going, the people you care for need a time and space to let go. Give the gift of massage.
    b. Lighten up for the holidays. If your special someone has not been feeling his best, make the holidays better for everyone. Give him (or her!) the gift of massage.
    c. Have a friend or loved one in pain? Give the comfort of massage therapy.
    d. Reduce your holiday shopping stress. Give a beautiful gift certificate to a friend or loved one.
  3. Market clinic gift certificates online, using some of the same messages you used in your display.

Practice using gift certificates on your own
If you are doing practice massage before receiving your license, consider offering friends and family members a chance to give the gift of your services to others—for no charge, of course. Make or purchase gift certificates. Give them to some of the people you have practiced on, but be selective. Give them to people you enjoy working on, either because they respond well to your favorite techniques or because you are especially able to help them with their particular challenges. These are the people who are most likely to use gift certificates, and who are most likely to pass them on to other people who will respond well to your work.

Gift certificates are basic to marketing bodywork at the holidays, and that goes for Valentine’s Day and Mother’s Day, too. Get a jump-start on understanding marketing gift certificates. Do what you can to practice now, so you have the skills later as you begin to build your practice.

High consumption of these foods may decrease risk for colorectal cancer, says Loma Linda University

LOMA LINDA, Calif. — Eating legumes at least three times a week and brown rice at least once a week was linked to a reduced risk of colon polyps by 33 percent and 40 percent respectively, according to Loma Linda University research recently published in Nutrition and Cancer. High consumption of cooked green vegetables and dried fruit was also associated with greater protection, the study shows.

“Eating these foods is likely to decrease your risk for colon polyps, which would in turn decrease your risk for colorectal cancer,” says lead author Yessenia Tantamango, M.D., a post-doctoral research fellow with Adventist Health Study-2 at Loma Linda University. “While a majority of past research has focused on broad food groups, such as fruits and vegetables, in relation to colon cancer, our study focused on specific foods, as well as more narrowed food groups, in relation to colon polyps, a precursor to colon cancer. Our study confirms the results of past studies that have been done in different populations analyzing risks for colon cancer.”

Colon cancer is the second leading cause of cancer death in the U.S. and the third most common cancer in both men and women, according to the American Cancer Society.

Results also show that consuming cooked green vegetables once a day or more, as compared to less than five times a week, was associated with a 24-percent reduction in the risk of rectal/colon polyps. Consuming dried fruit three times a week or more, versus less than once a week, was associated with a 26-percent reduced risk.

The protective effects of these foods could be due in part to their cancer-fighting agents, the study reported.

“Legumes, dried fruits, and brown

rice all have a high content of fiber, known to dilute potential carcinogens,” Tantamango says. “Additionally, cruciferous vegetables, such as broccoli, contain detoxifying compounds, which would improve their protective function.”

Past studies examining the effect of meat intake and legumes on colon cancer have shown that people eating meat, associated with an increased risk of colon cancer, may receive some protection when they also consume legumes. Tantamango says this suggests that besides fiber content, there may be something else present in legumes that provides a protective effect.

Researchers analyzed data from 2,818 subjects who participated in Adventist Health Study-1 (administered from 1976-77) and who answered a follow-up survey 26 years later from Adventist Health Study-2. The first survey asked respondents to indicate how often, on average, they consumed specific foods. The follow-up survey asked respondents who had undergone colonoscopies to indicate physician-diagnosed colorectal polyps. During the 26-year follow-up, 441 cases of rectal/colon polyps were identified.

The study assessed several possible confounding factors, including a family history of colorectal cancer, education, physical activity level, alcohol intake, smoking, constipation, intake of sweets, pain medication, and multivitamins, as well as different food variables. The study then adjusted for those factors that were shown to distort the effect of the foods and food groups under study. About 25 foods and food groups in total were examined.

Tantamango says there is a need for future studies to examine foods shown to reduce the risk of colon polyps, since it is possible that interactions between various nutrients with anti-cancerous properties will be better able to explain these findings.

Regular therapeutic massage sessions provide significant benefits beyond the immediate relaxation we enjoy. People who experience high levels of stress tend to get sick more than others. Combine stress with lack of sleep and poor nutrition, and our body’s ability to naturally protect itself against bacteria and infection is greatly reduced.

Numerous studies have indicated that massage can increase the immune system’s cytotoxic capacity (the activity level of the body’s natural “killer cells”) and decrease the number of T-cells, which improves the body’s immune functioning overall.

In one study by Gail Ironson, M.D., HIV positive men were given 45 minute massages five days a week, for a month. They showed an increase in serotonin and an increase in cells that are viewed as the first line of defense in the immune system. This is testing a very narrow aspect of the human immune system, but it does lend scientific credibility to a therapy which is widely recognized as therapeutic, based on experience.

Strengthen the Immune System Benefits

  • Increases the bodies natural killer cells
  • Aids in the fight against bacteria and infection
  • Enhances the bodies ability to get nourishment to important areas

Courtesy of http://www.massageenvy.com

The kids are screaming, the bills are due and the pile of papers on your desk is growing at an alarming pace. It’s undeniable — life is full of stress. Understanding the types and sources of stress — big and small, short-term and long-term, internal and external — is an important part of stress management. So what stresses you out?

Two main types of stress

Stress is your body’s reaction to the demands of the world. Stressors are events or conditions in your surroundings that may trigger stress. Your body responds to stressors differently depending on whether the stressor is new — acute stress — or whether the stressor has been around for a longer time — chronic stress.

Acute stress

Also known as the fight-or-flight response, acute stress is your body’s immediate reaction to a significant threat, challenge or scare. The acute-stress response is immediate and intense, and in certain circumstances it can be thrilling. Examples of acute stressors include a job interview, a fender bender or an exhilarating ski run.

A single episode of acute stress generally doesn’t cause problems for healthy people. However, severe acute stress can cause mental health problems, such as post-traumatic stress disorder, and even physical difficulties such as a heart attack.

Chronic stress

Mild acute stress can actually be beneficial — it can spur you into action, motivate and energize you. The problem occurs when acute stressors pile up and stick around. This persistent stress can lead to health problems, such as headaches and insomnia. The chronic-stress response is much more subtle than is the acute-stress response, but the effects may be longer lasting and more problematic.

Effective stress management involves identifying and managing both acute and chronic stress.

Know your stressors

Effective stress management starts with identifying your sources of stress and developing strategies to manage them. One way to do this is to make a list of the situations, concerns or challenges that trigger your stress response. Take a moment to write down the top 10 issues you’re facing right now. You’ll notice that some of your stressors are events that happen to you while others seem to originate from within.

External exasperations

External stressors are events and situations that happen to you. Some examples of external stressors include:

  • Major life changes. These changes can be positive — a new marriage, a planned pregnancy, a promotion or a new house. Or they can be negative — the death of a loved one or a divorce.
  • Environment. The input from the world around us can be a source of stress. Consider how you react to noises, such as a barking dog, or to too much or too little light in a room.
  • Unpredictable events. Out of the blue, uninvited houseguests arrive. Or you discover your rent has gone up or that your pay has been cut.
  • Family. The occasional spousal spat, a teenager who refuses to cooperate or a nagging mother-in-law can all contribute to stress.
  • Workplace. Common stressors at work include an impossible workload, urgent deadlines and a demanding boss.
  • Social. Just think about going on a blind date and you probably start to sweat.

Strategies to manage external stressors include lifestyle factors such as eating a healthy diet, being physically active and getting enough sleep — which help boost your resiliency. Other helpful steps include asking for help from others, using humor, learning to be assertive, and practicing problem solving and time management.

Internal irritations

Not all stress stems from things that happen to you. Much of our stress response is self-induced. Those feelings and thoughts that pop into your head and cause you unrest are known as internal stressors. Examples of internal stressors include:

  • Fears. Common ones include fear of flying, fear of heights and fear of public speaking.
  • Uncertainty. Few people enjoy not knowing what might happen. Think about how you might react when waiting for the results of a medical test.
  • Beliefs. These might be attitudes, opinions or expectations. You may not even think about how your beliefs shape your experience, but these preset thoughts often set us up for stress. Consider the expectations you put on yourself to create a perfect holiday celebration or advance up the career ladder.

The good news is that we have the ability to control our thoughts. The bad news is that our fears, attitudes and expectations have been our companions for a long time and it often takes some effort to change them. Strategies to manage internal stressors include reframing your thoughts, challenging negative thoughts, using relaxation techniques, and talking with a trusted friend or counselor.

Take the first step

Recognizing a problem is the first step toward solving it. By beginning to identify and understand the sources of your stress, you’ve taken the first step in learning to better manage it. Manage it, not eliminate it. Stress is a fact of life. And that’s OK. You can handle it.

Courtesy of mayoclinic.com

In the United States alone, more than 60 percent of the 45 million Americans who suffer from chronic headaches suffer from migraines. The disorder can be debilitating and typically results from high stress levels and/or lack of sleep.

Massage has two roles when it comes to treating migraines and tension related headaches. In a proactive role, massage treatments are performed on a regular basis to help the body maintain an optimal level of relaxation and stress-relief. This approach reduces the chances of migraine attacks and tension headaches significantly by relaxing muscle spasms and trigger points. In a comfort role, massage is done to ease the pressure brought on during a migraine or tension related headache. By focusing on the neck, shoulders, and head, massage can decrease the pain and discomfort brought on by migraine or tension headache.

According to the American Massage Therapy Association:

A recent study showed that massage therapy recipients exhibited fewer migraines and better sleep quality during the weeks they received massage, and the three weeks following, than did participants that did not receive massage therapy. Another study found that in adults with migraine headaches massage therapy decreased the occurrence of headaches, sleep disturbances and distress symptoms. It also increased serotonin levels, believed to play an important role in the regulation of mood, sleep and appetite.

Relief of Tension-Related Headaches Benefits

  • Decreases occurrences of headaches, sleep disturbances and distress symptoms
  • Allows one to maintain a level of relaxation and stress-relief, reducing the chances of stress induced migraines
  • Reduces muscle spasms and trigger point

I woke up Sunday morning and stuck my head out the window, hopeful that my friends who were running the ING New York City Marathonwould have good weather. They were in luck: Beautiful sunny skies and cold-but-not-too-cold temperatures made for great racing conditions. While I know that some of us on the sidelines were quite chilly, I’ll bet the runners were quite thankful for the almost-perfect autumn day.

Pretty soon, though, these crisp autumn mornings will turn into bitter cold winter days; I’ve already noticed that it’s been harder and harder to get up and run in the mornings as the temperature drops and the wind picks up. And while some runners embrace the cold and will keep running outdoors through the new year, I tend to retreat to the gym during the winter—to the dreaded treadmill.

There are certainly pros and cons to both running on a treadmill or on the road, many of which have already been discussed in this blog. Now here’s one more point for the treadmill: If you run at the gym (or in your home, if you’ve got the setup) while facing a mirror, you may not feel like you’re working as hard. According to British research published this year inMedicine & Science in Sports & Exercise, study participants who watched themselves in a mirror while running on a treadmill used oxygen more efficiently than those who had no reflection to watch. Watching the rhythmic movement of your own legs can apparently help your mind and body relax and get into the zone, making the effort seem easier, reportsWomen’s Health magazine.

Do you spend your winter workouts indoors or outdoors? What are your tricks for making them easier? Regardless of where you exercise, it’s important to keep it up over the next few months of cold weather and holiday celebrations. New research from the past two weeks piles on the evidence that regular physical activity is imperative to your health.

  • For people with type 2 diabetes, aerobic exercise combined with resistance training was shown to improve glucose control, physical performance, and body fat composition in a three-month study by University of Utah researchers.
  • Normal-weight women who frequently carry out vigorous activity (heavy house and yard work such as scrubbing floors, washing windows, digging, or chopping wood) or strenuous exercise (running, aerobics, fast dancing, and biking on hills) are 30% less likely to develop breast cancer than those who don’t, found a National Cancer Institute study of more than 32,000 women.
  • People who are physically active may have less severe problems in the event of a stroke and may recover more successfully than those who do not exercise, found a Danish study of 265 people.
  • And in an animal study, researchers found that if obese individuals abruptly stop a regular exercise routine—something we all may be tempted to do when the weather gets cold—the disruption may quickly lead to symptoms of nonalcoholic fatty liver disease, a condition that affects at least 75% of obese people.
Amanda MacMillan