Massage & Bodywork

May/June 2013

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simplify your life & save some money Cancel According to ABMP's 2013 National Consumer Survey, 44% of clients prefer to pay by debit card and 16% prefer to pay by credit card. Good news for you: debit card processing fees are generally lower than those for credit cards. Statistics courtesy of Harstad Strategic Research, January 2013 Insurance You Don't Need The cost of insurance is a major burden for entrepreneurs these days. That's why it's important to cut through the smog generated by the insurance industry. In addition to your professional liability insurance, there are only five types that you must have: life, health, disability (as long as you're working), homeowner's or renter's (as applicable), and auto. For most people, the rest are a waste of money. Life insurance on your kids is a classic example of insurance you don't need (unless you're raising a future Shirley Temple). Also, never agree to car rental insurance or credit life insurance. Your own auto policy or credit card will probably cover those bases. Once you've pared things down to those six types, look into consolidating some of the remaining personal policies with one company. That's often a money saver. Enjoy Your Share of Free Publicity Advertising professionals know (but usually won't admit) that free publicity is often more effective than the best paid ads. Most of your prospective clients will be far more receptive to a news item about your practice than to a typical advertisement. So, how do you go about getting a piece of the free publicity pie? First, you need to learn what makes a good story. Then, you need to learn how to sell it to your local news media. Your news item doesn't have to be of eye-popping importance to gain a free spot in the media; it just has to be newsworthy, meaning there is something about you or your practice that the public might find interesting. Even simple things like interesting news about you or an employee, changes in your practice, or your own hobbies, activities, or accomplishments, can be the seeds for free publicity. To get free publicity, you have to seek it actively. The media isn't going to come looking for you. While it isn't necessary to have a contact in the local press to get your share, it doesn't hurt. William J. Lynott has an extensive background in management consulting, marketing, and finance. He's written more than 900 articles appearing in a wide range of consumer magazines, trade publications, and newspapers in 17 countries. Contact him at lynott@verizon.net. www.abmp.com. See what benefits await you. 87

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