ChoiceHealth & Wellbeing
ISSN 2041-7780 Issue 21 Mar/Apr 13 £3.50
www.choicehealthmag.com
Your Health andWellbeing SuccessStarts Here! Are you a health-conscious consumer,looking to come into the industry orlooking for a suitable treatment? Findout what the experts say and read.
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The Lead ing Pub l i c a t ion fo r Comp lementa r y Hea l th , Educa t ion and We l l be i ng
Your bodywork
blueprint for massage success
Your bodywork
Letter from the Editor
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SUCCESS PUBLICATIONS LTD, 1 GRANVILLE WALK,
CHADDERTON, LANCASHIRE, 0L9 6SR, UK
CONTRIBUTORSSpecial thanks to Kelly Owen
College of Practical Homeopathy. Gervasio Da
Gloria Just fit. Bodywork CPD. Penny Price
Penny Price Aromatherapy. Andy Edwards
Marketing Therapy. Geeta Vara. Robert
Waghmare, Joanne Ross META-Health Janie
Godfrey ECBS. Geoff Lyth Quinessence.
Rachel Fairweather Jing Advanced Massage.
Jonathan Lawrence Turning Point. Dr Marilyn
Glenville. Paul Carbis. Daniela Chandler
Pevonia. Sunita Passi. And Others
www.choicehealthmag.com Mar/Apr
4 Aromatherapy
Depression
Grapefruit Oil
Get through the blues
Advertising hit or miss?
Helping to ease stress
Hysterectomy making a decision
The influence of the seasons
The sunshine vitamin
The ‘Stress’ word
Your bodywork blueprint for success
8 Essential Oil Index
10 Ayurveda & Yoga
16 Business Support
22 Complementary Therapies
32 Health & Nutrition
38 Integrated Healthcare
44 Natural Beauty
52 Personal Development
58 Training & Education
67 Diary Dates
ChoiceHealth & Wellbeing Issue 21 Mar/Apr 2013
Contents 3
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Choice - Health & Wellbeing is copyright to Success Publications Ltd 2013No part of this publication may be reproduced or transmitted in any form or by any means electronically or mechanically, including photocopying without prior permission from the Publisher. The Publisher has taken all reasonable measures to ensure the accuracy of information contained withinthis journal.
This issue is full of facts, hints and tips that
will help you make conscious decisions in
your professional as well as personal
development journey. You should aim to
have the maturity to take 100%
responsibility for your career, your emotions,
your finances, your habits, your health,
your relationships and your spiritual beliefs.
It requires taking a deep look at yourself,
consciously deciding what kind of person
you truly are on the inside, and then getting
your external reality to fit with your inner
being. Our goal is to help you achieve
outstanding effectiveness while maintaining
internal balance, where your thoughts,
feelings, actions, and skills are all working
together to create the life you truly desire.
Truth: Accept reality and get rid of
falsehood and denial. Love: Improve your
ability to connect with yourself and others
Power: Build your motivation and discipline
to create the life you desire Oneness: Stop
fighting against resistance, and make the
world your ally Authority: Take command
of your life, and learn to make clear
decisions Courage: Summon the inner
strength to take action in spite of fear
Intelligence: Live authentically, and
express your genuine creativity
Happy reading
AngelaAngela MahandruEditor
Editorial & Advertising Contact DetailsT: +44 (0)161 284 6602e: [email protected]: www.choicehealthmag.com
Follow us on twitter @angela_mahandruFollow us on Facebook, Connect via Linkedin
18 Business Support
Mar/Apr www.choicehealthmag.com
By working with over a thousand fitness professionals,
especially personal trainers, I have noticed that, whether
they’re veterans or just starting out, they often have one
thing in common; they tend to price their services at the
same price as the competition or even lower.
If your competition’s price is low, do you need
to follow the same price? Absolutely not!
Despite claims that lower prices are the most
important factor, what customers actually seek is
value.
Value and priceThe value or price has to do with what something
is worth in relation to what it can be exchanged
for, or in terms of some other medium of
exchange like money. It’s easy to confuse one
with the other. Warren Buffet, who is widely
considered to be the most successful investor of
the twentieth century, defines value and price as:
‘Price is what you pay. Value is what you get.’
Understanding these separate but related
concepts is critical to creating a strong pricing
strategy.
How do you set your prices?When I have asked most self-employed personal
trainers how they set their price, I usually get one
of these three answers:
1. Wild guess. Just as the name suggests, they
just guess what people are willing to pay so they
simply make their mind up to sell it. The problem
is that with this price evaluation, you have no idea
of how much available profit you are letting slip
by.
How to show value with your price
[Self Awareness
[Balance between Mind, Body and Spirit
[Life Path
[Creativity
[Spiritual Development
[Clearer Communication between Self andOthers
[Self-Empowerment and ResponsibilityMoving Through Change
Your discipline or therapy is merely ONE way of
helping customers achieve what they want.
Identify what result or experience they want and
then use your discipline to provide that – at an
appropriate price. Maybe not the cheapest – but
certainly must offer among the best value!
BY THE WAY – IT HAS BEEN FOUND THAT
CAPITALISING ALL YOUR HEADLINE WORDS
IS LESS EFFECTIVE (Use Title Case Instead –
capitalising the first letter of each word in the
headline).
I do like questioning headlines as they tend to
compel those who are interested to seek an
answer. And don’t be scared of a lengthy
headline. One highly successful copywriter
reckons that 17 words are just about the
maximum, so there’s plenty of room to
manoeuvre.
Being the advertisement for the advertisement,
a poor headline will create a barrier that most
readers won’t get past. This principle applies to
virtually ALL your written marketing from
advertisements in any media, Yellow Pages,
flyers, brochures and even press releases.
Try writing 50 headlines for your
advertisement. Yes – really… 50 of them! More
than anything else, this gets you to really dig
deep to work out what your business IS and what
it DOES. Don’t evaluate them (yet) – just write.
There will probably be one or two that really
grab you as likely to work. Test headlines if you
can. Find out which version pulls more responses
and go with that as your ‘standard’.
After your headline, the remainder of your
advertisement should follow Alvin Eicoff’s formula.
As a celebrated and incredibly
successful copywriter, Alvin’s
advertisement formula remains one
of the most simple and effective.1. Have a compelling headline
2. State the problem
3. State the solution
4. Indicate, ‘why YOU?’
5. Call to action
Once you have the ‘killer’ headline, tell the
readers about their problem. I think of this
approach as if you were saying: ‘Hey you – I
know you!’
People reading past the headline will further
recognise themselves in the advertisement. You
want them to think: ‘Yes – this is me. I have this
problem!’
Then state that there is a solution. This is the
part when you actually relieve their anxiety or
stress. You want them to get a sense that you’re
saying: ‘Don’t worry. This can be sorted out for
you’.
And then let them know you are certainly
among the best for providing such a solution.
Ideally use your USP (Unique Selling Point) here.
Finally, and for goodness’ sake, remember to
tell them what to do next! This is the call to
action; it might ask them to telephone, visit a web
site, book an initial consultation, etc. I like the
idea of a call to action being very simple. In fact,
the simpler it is, the more likely the prospective
clients will do it.
Although counterintuitive, there is no such
thing as an advertisement with too many words in
it. But there IS such a thing as an advertisement
with boring, untargeted and inappropriate
wording.
Those who are attracted by the headline tend
to read every word, making it more likely that
they will contact you and thus nearer a new client
for your business! Until next time! CHW
© Get your FREE reportVisit www.marketingtherapy.co.uk –where you can download a free 20-page report “The Seven MarketingMistakes Therapists Make”. Tony Edwards is co founder of theMarketing Therapy Business BuildingClub – the fastest growing club of itstype in the UK.
Business Support 19
www.choicehealthmag.com Mar/Apr
boost fitness product profitability. And you won’t
have to work any harder to make more money.
Price customisation can be defined as setting
different prices for different market sub-segments.
There are a number of creative ways
to implement price customisation for
your product or service. For instance:1. Price bundle. A price bundle offers customers
the option of buying a package of goods or
services rather than a single item. Bundle
propositions can also move your customers up
the revenue ladder. For instance, Apple Inc. and
Nike Inc. have formed a long term partnership to
jointly develop and sell Nike and iPod products.
The ‘Nike + iPod Sport Kit’ links Nike+ products
with Apple’s MP3 player, the iPod nano, so that
performance data such as distance, pace or
calories burned can be displayed on the MP3
player’s interface.
2. Time-based trade off. In a cash-rich but time-
poor society, a trade-off can be offered to
customers— saving money versus saving time,
which can be very profitable. IKEA, for example,
expects their customers to make a choice:
organise their own deliveries and assemble the
kits to complete the furniture. You can offer
alternative services or products; for example,
selling a book so the customers can do learn to
do something for themselves.
2. Industry norm. ‘That is what everybody else is
charging — I guess I should do the same.’
Industry-norm pricing can be a good starting point
but it should never be permitted to keep you in a
box.
3. Client-dictated pricing. This is driven by the
myth that the customers are always right. If you
base your prices on what customers are willing to
pay, you will lose out. They will never tell you that
they would love to pay more; rather the opposite.
This method simply ignores the fact that there is
a difference between good customers and bad
customers. You certainly want to listen to your
clients. Obtain all the input and information you
can from them and give these factors careful
consideration.
Pricing is a crucial element in developing a
successful strategy for your business. If you price
your products or services too low, your profit will
be lower and you will have to sell more if your
business is to make money. On the other hand, if
you price your products or services too high, you
may lose potential customers to competitors who
charge less. So what is the best price strategy?
What is the best strategy to
demonstrate value?The method of selling your products or services
based on price has limitations; it reduces the
possibilities of capturing potential profit. On the
other hand, many experts suggest a method that
involves price customisation which can sharply
3. Time-based discounts are widely used to
offer greater value to less price-sensitive
customers. For example, some restaurants have
two sittings — earlier and later — with the same
menu for each sitting but with different prices.
Those determined diners who want to eat after 7
p.m. will pay more.
4. Showing the price options is another
selling strategy; here, the product range is set
out in steps, according to quality. The best way to
describe this is by means of the Braun oral B
toothbrush; for example, the customers can
choose to pay more for brushes with higher
specifications and performance. Electric
toothbrushes are available at four levels: entry
level, good, better and best. The better the
performance, the higher the price. CHW
© Gervasio Da Gloria is the author ofthe book ‘Discover the Secret ofMaking Money as FitnessProfessionals’. He coaches fitnessprofessionals – the first of the kind – for those who want tounderstand how to sell and marketpersonal training.
For more information contact 07905 075408, [email protected] orvisit www.justfit-training.co.uk