ISSN 2041-7780 Issue 21 Mar/Apr 13 ÂŁ3.50
Choice Health & Wellbeing
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7 - 9 June 2013 | Olympia, London
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In this issue:
blueprint for massage success How to show value
Grapefruit Oil
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18
The M Technique
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Your Health and Wellbeing Success Starts Here! Are you a health-conscious consumer, looking to come into the industr y or looking for a suitable treatment? Find out what the exper ts say and read.
Choice
Contents 3
Health & Wellbeing
Letter from the Editor
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Issue 21 Mar/Apr 2013
Aromatherapy Depression
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Essential Oil Index Grapefruit Oil
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Ayurveda & Yoga Get through the blues
16 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
Angela Angela Mahandru Editor
Follow us on twitter @angela_mahandru Follow us on Facebook, Connect via Linkedin Printers Produced by Printech
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Business Support Advertising hit or miss?
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Complementary Therapies Helping to ease stress
32
Health & Nutrition Hysterectomy making a decision
38
Integrated Healthcare The influence of the seasons
44
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Natural Beauty The sunshine vitamin
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Personal Development The ‘Stress’ word
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Training & Education Your bodywork blueprint for success
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Diary Dates
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CONTRIBUTORS Special 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
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Editorial & Advertising Contact Details T: +44 (0)161 284 6602 e: info@choicehealthmag.com w: www.choicehealthmag.com
Choice - Health & Wellbeing is copyright to Success Publications Ltd 2013 No 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 within this journal.
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Mar/Apr
18 Business Support [Self Awareness [Balance between Mind, Body and Spirit [Life Path [Creativity [Spiritual Development [Clearer Communication between Self and Others [Self-Empowerment and Responsibility Moving 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
How to show value with your price 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.
I
f 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 price The 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.’
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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.
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 report Visit www.marketingtherapy.co.uk – where you can download a free 20page report “The Seven Marketing Mistakes Therapists Make”. Tony Edwards is co founder of the Marketing Therapy Business Building Club – the fastest growing club of its type in the UK.
Business Support 19 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
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 timepoor 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.
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 of the book ‘Discover the Secret of Making Money as Fitness Professionals’. He coaches fitness professionals – the first of the kind – for those who want to understand how to sell and market personal training. For more information contact 07905 075408, gervasio@justfit-training.co.uk or visit www.justfit-training.co.uk
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