new wind for your sails - zerobalancing.com · - jay abraham the more you honestly care to...

new wind for your sails

use the fulcrum model to build your practice!

david lauterstein

New Wind for Your Sails

Study Guide

NEW WIND FOR YOUR SAILS

Workbook For Certified Zero BalancersUse the fulcrum model to build your practice!

DAVID LAUTERSTEIN

2 • New Wind for Your Sails

NEW WIND FOR YOUR SAILS

Workbook For Certified Zero BalancersUse the fulcrum model to build your practice!

DAVID LAUTERSTEIN

ACKNOWLEDGMENTS

Abundant thanks to Dr. Fritz Smith, MD for his inspiration, friendship and for the gift of Zero Balancing. Thanks to Karli Beare, UK Faculty member, with whom I first discussed and then co-presented this material in Chicago. The works of Cherie Sohnen-Moe, Business Mastery and CD’s of Jay Abraham have also been extremely helpful over the years.

Thank you to thousands of students at Lauterstein-Conway Massage and in my ZB and Deep Massage classes around the world who have challenged me to find ways to practice business in a manner as healing as the mindbody work we do.

© David Lauterstein, Second edition, 2012

No parts of this publication may be reproduced or copied without the expressed permission of the Zero Balancing Foundation.

New Wind for Your Sails • 3

ACKNOWLEDGMENTS

Abundant thanks to Dr. Fritz Smith, MD for his inspiration, friendship and for the gift of Zero Balancing. Thanks to Karli Beare, UK Faculty member, with whom I first discussed and then co-presented this material in Chicago. The works of Cherie Sohnen-Moe, Business Mastery and CD’s of Jay Abraham have also been extremely helpful over the years.

Thank you to thousands of students at Lauterstein-Conway Massage and in my ZB and Deep Massage classes around the world who have challenged me to find ways to practice business in a manner as healing as the mindbody work we do.

© David Lauterstein, Second edition, 2012

No parts of this publication may be reproduced or copied without the expressed permission of the Zero Balancing Foundation.

Table of Contents

Introduction Materials

Acknowledgements 2

Table of contents 3

Introduction to New Wind for Your Sails 5

Use the fulcrum model to build your practice!

Center yourself 6

Target markets 7

What do you know about these people? 8

Strategies and tactics 10

Timeline 13

Measure and assess 14

Learn from / celebrate your success 15

One Page Summary – strategic plan 16


Table of Contents

Introduction Materials

Acknowledgements 3

Table of contents 4

Introduction to New Wind for Your Sails 5

Use the fulcrum model to build your practice!

Center yourself 6

Target markets 7

What do you know about these people? 8

Strategies and tactics 10

Timeline 13

Measure and assess 14

Learn from / celebrate your success 15

One Page Summary – strategic plan 16


New Wind For Your SailsDavid LautersteinSecond edition, 2012

The fulcrum model has great power not only in Zero Balancing, but in every realm, including that of the promotion of your practice and in world work.

This workbook is presented somewhat in the spirit of the fourth step of the 12-Step process of addressing addiction. Many of us have a habit of sometimes not being systematic in marketing our practice. For whatever reasons, a reluctance to commit to systematic, on-going promotion of one’s practice is common. No blame attached!

However, if we, individually and collectively, commit to undoing this habit – everything in our world and the world at large will benefit!

The fourth step is to “make a searching and fearless moral inventory of ourselves”. This workbook, which might take as little as two days to complete (the first time), can result in a re-awakening to what you need to know and do to be successful and to have the joy of utilizing and honoring in your promotion the same principles you do in your bodywork.

It is an inventory of what you know, what you desire, and what actions you will take as a result of your self-knowledge and heartfelt desires. What quickens you to action?

Though this workbook has several pages, the goal is to come up with an actionable plan that is only one page. That is the basis for the last page of the workbook. That ideally should be all you’ll need - along with your actions - to make your dreams come true.And as we evolve ourselves and our practice, please revisit this marketing fulcrum with joy to reflect your new experiences, dreams and reflections.

The second edition of New Wind for Your Sails is donated to the Zero Balancing Health Association to help promote the experience of health and vitality on all levels – for each person and for the world as a whole.


CENTER YOURSELF - Identify who you are and what you do.

Each person has their unique nature – their own donkey, their own rider. What are your selling points (“unique selling proposition”), your unique excitements, benefits and the selling points/benefits of ZB?

What is your story - as a healthcare worker and prior to that? (in one paragraph)

What qualities do you love most about yourself? About which you are most enthusiastic, most excited?

What are you “selling”, what service(s) do you provide?

What benefits do you and it offer clients?

Specifically what benefits can ZB uniquely provide?

What benefits do you love and excite you most about ZB?


TARGET MARKETS – Take out the looseness

Who do you love? – Bo Diddley

What groups of actual clients do you find it irresistible to work with? What kinds of people do you love most as clients?

What groups of clients, kinds of people, may you not yet be reaching whom you’d like to work with?


WHAT DO YOU KNOW ABOUT THESE PEOPLE? – Take up the slack

“The quality of your life is in direct proportion to the quality and quantity of the questions you ask.” - Jay Abraham

The more you honestly care to understand and refine your understanding of your actual and potential clients, the more the look, feel and message of your promotion will be speaking directly to them. What are these people like? What do they need? What do they want?

Write down the following about each of your target markets (as relevant).

Target #1 Target #2 Target #3Target Market Name

Demographics

1. Age

2. Gender

3. Income

4. Profession

5. Education level

6. Where they work

7. Where they live

Psychographics

1. Values

2. Beliefs

3. Personality traits

4. Lifestyles

5. Social activities

6. Hobbies

7. Healthcare needs

8. Educational needs(What info you have that can help them)


For each target market –

What is unique about their past?

What is unique about their present?

Where are they going?

Where do they want to go in the future?

What are their concerns about the future?

What are their healthcare needs; their healthcare and life goals?

What physical and psychological tension and/or pain do they commonly experience?

Of what you’ve written above, what are common characteristics?

Can you generalize the specifics into one profile of who you’re looking for (and who may be looking for you!)?


STRATEGIES AND TACTICS

– Add additional vectors

Strategies – Like frames, strategies are overall approaches to your potential and actual clients. Remember the most important source for your practice is your current clients. Their satisfaction, regular visits, retention, and referrals are paramount. Thoughtful, timely communications with them make all the difference in the world.

• Risk Reversal – When you ask someone to see you, you know your quality of your work – but they don’t. Therefore, you are asking them to assume the risk, to take a chance on your work. The strategy of risk reversal involves finding ways fitting to your target market, to reduce the risk they take in trying out your services. Examples of these may be public demos where they get to see you and your work, discounts on first sessions, getting a trusted friend of theirs to attest to the quality of your work, etc.

• Ethical Bribes – What can you offer them that would incentivize new and old clients to come more frequently and to refer more frequently? Examples – one free session with three referrals, a gift certificate given after each ten sessions (they could give this to themselves or someone else).

• Give Great Experiences – In your Zero Balancing session itself, make sure you do a beautiful job. Getting your hands on people is the most important promotional act you do.

• Add Value to Every Transaction – What can you add to the session that would make it even more positive? Examples – You could give them an incredible chocolate after each session (ask Judith Sullivan about this); give them a CD of music to relax with after each session; give them a cup of wonderful tea after each session.

• Never Stop Educating – How can you continue to make the client grateful, not just from the ZB session – but also from the information you communicate to them during, before and after the sessions. Examples – have a truly valuable website with regularly fresh content/blog; a truly valuable monthly newsletter; and a Facebook page for your business with regularly helpful notes posted at least weekly.

• Request Referrals, Repeat the Request, Reward the Referral, Reciprocate the Referral (if appropriate). Since referrals – word of mouth - are your best source for clients, what ways can you structure the call for referrals thoroughly into what you do? How can you (in a well-boundaried way!) stimulate referrals? Who, in addition to your current clients, can be excellent sources of referrals?


Tactics – As in building fulcrums, tactics are the actual actions you take (which put your strategies into effect). For each strategy above choose two or more tactics/actions you will take that will likely be effective with each or all of your target markets.

Risk Reversal – Actions/Additional Vectors

a. ________________________________________________________________________

b. ________________________________________________________________________ Ethical Bribes - Actions/Additional Vectors a. ________________________________________________________________________ b. ________________________________________________________________________ Give Great Experiences - Actions/Additional Vectors

a. ________________________________________________________________________ b. ________________________________________________________________________ Add Value to Every Transaction - Actions/Additional Vectors

a. ________________________________________________________________________ b. ________________________________________________________________________ Never Stop Educating - Actions/Additional Vectors

a. ________________________________________________________________________ b. ________________________________________________________________________ Request, Reward, Reciprocate Referrals - Actions/Additional Vectors

a. ________________________________________________________________________ b. ________________________________________________________________________


FYI – here are the traditional realms in which marketing actions are taken.

Promotion and Advertising –

• Word of mouth – Most Important First, your mouth. Which words do you choose? What energy do you put into them? What is the short version of what you tell people about what you do – the elevator speech? What can you say in 50 words or less that would make someone take your card and consider calling you? Second, other people’s words and recommendations – how do you encourage and guide these? Consider giving them a phrase or two or printed material – you know what to say about your work better than they do.

• Web – e-mail address, web-site, e-mail lists in database, links to related sites, paid click-throughs (Google, etc.). on-line newsletters, Facebook, Twitter, etc.

• Print – handing out and mailing brochure(s), cover letters, business cards, newsletters, postcards, posting flyers

• Giving discounts or a gift with purchase

• Advertising – in print, etc., organizations newsletters, newspapers, local magazines

Publicity

• Using the phone, emails, and internet brilliantly

• Office signage

• Publish books, articles

• Get stories written about you, Zero Balancing and related topics

• Initiate or participate in ZBHA sponsored events – conventions, conferences

• Public speaking, demonstrations, sample sessions

• Discussion groups

Community Relations

• Booths, gift certificate donations

Place/Location

• The right geography is the most inexpensive form of advertising


TIMELINE – Hold and balance

The actions we take will have the desired effect if they have the appropriate duration. Write a timeline for the tactics/actions you plan to take. If it’s once a month, note that. If it’s one-time events, please note when that will take place. For tactics, timelines, and assessing our effects, the more specific the better. Please see that your action plans embody SMARTER - Specific, Measurable, Attainable, Realistic, Time-lined, Enthusiastic, Rewarding.

What hours and days of the week do you plan to work specifically on promoting your practice?

Write a Calendar of Marketing Actions for the next six months. If the action will require a monetary expense, please note that and the anticipated amount.

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How do you plan to sustain your energy for your practice and your promotional activities?

What activities do you currently do that sustain your energy and structure?

Anything you’d like to add or subtract or change?


MEASURE AND ASSESS – Monitor for change

For your overall marketing and specific actions, note the effects – the working signs – of your promotion and practice. Create a spreadsheet and track significant working signs of your success (or growing edges). Fill it in weekly (or at least twice a month). Think of what you’d like to monitor. “You get what you measure.”

Examples –

1. Number of clients each day/week

2. Number of repeat clients per week

3. Number of new clients per week

4. Number of referrals per week

5. Number of calls/contacts you made to potential

clients per week

6. Number of calls/contacts you made to current

clients per week

7. Number of forms filled out weekly for potential

new clients or referral sources

8. Number of marketing events done outside of

your office, in your community

9. Income per week

10. For individual promotional actions, assessment

of the results


LEARN FROM / CELEBRATE YOUR SUCCESS – Clearly disengage

At least once a year, preferably more frequently, take a clean slate approach to your promotion and practice. Be willing to “let go of any residue of the past that no longer serves you.” Be generous and loving with yourself by finding ways to celebrate your successes. Be kind to yourself by noting growing edges and, while acknowledging all your hard work, consider ways to even more effectively manifest your promotion and practice.

On the basis of your assessment, what specifically do you have to celebrate?

What ways would be fitting celebrations? Plan those soon!

Look over each phase of the promotional fulcrum. Revise, as appropriate, the steps of your marketing fulcrum: centering, identifying and understanding targets, strategies and tactics, holding in balance, and monitoring for change. What changes will you make during the next phases of your promotional practice?

What have you learned that you can share with the ZB community? Let us note what’s working well, what’s not and refine what we are doing. We are all part of the ZB Learning Community - all part of the Promotion Pyramid and the World Work Fulcrum.


ONE PAGE SUMMARY – Strategic plan

What are the key values that you commit to putting into action as you move through your future?

What do you uniquely do, for whom and why?

4-5 GOALS FOR YOUR ZERO BALANCING PRACTICE – SMARTERSpecific, Measurable, Attainable, Relevant, Time-lined, Enthusiastic, Rewarding

SMARTER Goal A ___________________________________________________________________

Strategies to Achieve Goal A ____________________________________________________________

___________________________________________________________________________________ SMARTER Goal B ___________________________________________________________________

Strategies to Achieve Goal B ___________________________________________________________

___________________________________________________________________________________ SMARTER Goal C ___________________________________________________________________ Strategies to Achieve Goal C _____________________________________________________________________________________________________________________________________________ SMARTER Goal D ___________________________________________________________________ Strategies to Achieve Goal D _____________________________________________________________________________________________________________________________________________ SMARTER Goal E ___________________________________________________________________ Strategies to Achieve Goal E _____________________________________________________________________________________________________________________________________________

WORK PLANS – The activities/tactics you will do and when - using the major strategies to achieve the SMARTER Goals___________________________________________________________________________________

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new wind for your sails - zerobalancing.com · - jay abraham the more you honestly care to...

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