Issue link: https://www.massageandbodyworkdigital.com/i/68174
CELLCHARGE IS THE OFFICIAL CREDIT CARD PROCESSING PARTNER FOR ASSOCIATED BODYWORK & MASSAGE PROFESSIONALS MEMBERS. FOR MORE INFORMATION, VISIT WWW.ABMPCELLCHARGE.COM OR CALL 866-735-5292, EXT. 1. ADVERTISING: THE BOTTOMLESS PIT Advertising has the potential to be the most out of control of your expenditures. The only way for you to figure out which strategies are cost-effective and which are not is by tracking clients. Ask each new client where they heard about your business, and record their responses. Within two to three months, you should have an accurate picture of where your new clients are coming from. It's tempting to advertise anywhere and everywhere, but if your message only reaches a tiny segment of the population or it's not reaching your target market, you're throwing money away. The cheapest advertising is, of Learn to say no: "I'm sorry, but I'm unable to buy an ad on the bowling alley scorecards; my budget for this year has already been spent." Stick to your guns. And never, ever, pay for advertising with a credit card. You do not want to be paying for last Sunday's newspaper ad a year from now, with interest. SAVE ON UTILITIES The first step is to call your utility companies (water, power, gas, even the phone company) and renegotiate, just as the therapist above did with her landlord. Then, ask them to bill you the same amount every month. At the end of the year, they'll credit you for what you've overpaid, or send you a bill for what you've underpaid. People are much more "green" these days when it comes to conserving; if you're not one of those people, make it a point to become one. Turn out lights and appliances when you're not in the room. Do the laundry only when you have a full load. Turn the heat down or the air conditioner up when it's time to go home. OTHER PLACES TO SAVE Prosperity isn't just the result of making money, it's also the art of using the money you have wisely. No one's going to know if you buy your office furnishings at the thrift store, purchase office supplies at garage sales, or find linens at the discount store, unless you tell them. The more money you save, the more you can spend on the things that are really important to you. And isn't that what you'd rather be working for? Simple Guide to Therapeutic Massage and Bodywork Examinations (Lippincott Williams & Wilkins, 2009) and One Year to a Successful Massage Therapy Practice (Lippincott Williams & Wilkins, 2008). A third book, A Massage Therapist's Guide to Business, will be published by Lippincott Williams & Wilkins. She is the owner of THERA-SSAGE, a continuing education facility and alternative wellness clinic of more than a dozen practitioners of different disciplines in Rutherfordton, North Carolina. Visit her website at www.thera-ssage.com. Laura Allen is the author of Plain & course, word of mouth and the longer you stay in business that should become the avenue most new clients take to get to you. Otherwise, you have to realize that taking advantage of all these advertising "opportunities" is putting you in the hole. Focus on low-cost and no-cost ways to promote yourself. This will help control your cash flow, you'll know that you're paying the least amount possible, and you have a certain amount going out every month. (While you're at it, call your credit card company as well and demand a reduction in interest rates.) connect with your colleagues on massageprofessionals.com 23