Don’t Sell In Your Marketing!
Penny L. Wilson, PhD, RD, CSSD, LD | Chair
I’ve heard this over, and over, and over, and over since participating in Michael Port’s Book Yourself Solid (BYS) Coaching Program.
“Don’t sell in your marketing!” says Michael. Really? Isn’t that what marketing is for? To get people to buy what I’m selling?
“NO!” Michael replies.
OK, now I’m confused. What’s marketing for then?
My new understanding is that marketing is to raise awareness. Marketing is an opportunity for you to earn people’s trust. As they start to trust you more, as they start to learn more about you, then they might, they just might, be interested in buying something from you. Then, and only then, can you sell to them. Do you like it when people put sales offers in e-v-e-r-y single post on Facebook/Twitter/ LinkedIn/etc.? Do you trust that person if you’ve never met him or her before to buy something from him or her? Probably not, unless he or she is a well-known person. On the other hand, if someone posts useful information to Facebook/Twitter/LinkedIn/ etc., do you like that? Most people do. Over time, if what the person posts adds value to you, would you want to learn more about him or her? Probably so. That’s the idea of marketing - sharing value so that people will want to learn more about you. And, for you to build trust. Then, when they need what you offer, they’ll look to you for help, and for something to buy.
When I look back at my relationship with Michael Port’s programs, I can see how his marketing worked. I found his book, Book Yourself Solid, online. I ordered the book.
Then, I looked at his website. I signed up for his newsletter. I started getting a newsletter that was packed full of information I needed and I could use. He offered a free BYS webinar, and I attended. At this point, I was feeling pretty good about Michael and his system. I’d started implementing some of the program and was starting to get some traction. I trusted Michael and his program. At the end of his webinar, he made an offer for a month-long intensive. I signed up!
After finishing the intensive, he made an offer to join his group coaching program. I decided it just wasn’t the right time because we were moving. But I knew I’d look at it again after the move.
Fast forward a few months. I’m still getting great newsletters, information and resources from Michael. I take a few of his webinars. Just when I’m about ready to get some coaching, I get an email with a special offer from Michael for his BYS Coaching Program. I’m IN!
Michael gave me information that was valuable and useful. He built trust with me even though we’d never met. When I was ready, and he’d built enough trust, I bought from him (another rule is that you can only make an offer equal to the amount of trust you’ve built. But that’s for another time). He built more trust. He offered a more expensive program. I bought it.
Next time you sit down to post to Facebook/ Twitter/LinkedIn/etc. or to write an email, newsletter or blog post, ask if you’re marketing or selling? If you’re marketing, don’t sell. Provide useful information and build trust. If you’re selling, your marketing has done its work.
Note: It’s critical for you to find a business approach that works for you. There are a lot of great business coaches in NE and in the
Go-To Resources: What’s the Most Valuable for NE Members?
broader business coaching marketplace. Book Yourself Solid spoke to me. I feel comfortable with how it approaches building my business. You need to find the approach that’s right for you and your business. If you’re struggling in some part of your business, I strongly encourage you to look for a coach. Find a few, interview them, talk to others who have worked with them. Then, chose the one that is right for you.
Editor
Kara Lydon, RDN, LDN, RYT
Incoming Editor
Alexandra Caspero, MA, RD, CLT
Newsletter EDITOR LETTER Ventures
Editorial Board, 2014-2015
Kara Lydon, RDN, LD, RYT
Alexandra Caspero, MA, RD, CLT
Jennifer Neily, MS, RDN, LD, FAND
Chere Bork, MS, RDN, LN
Penny Wilson, PHD, RDN, LD
Lauri Egan, RDN, CPT
Sarah Koszyk, MA, RDN
The newsletter pertains to the Nutrition Entrepreneurs Dietetic Practice Group of the Academy of Nutrition and Dietetics and reproduction rights are reserved. Publication of an advertisement in the Ventures newsletter should not be considered as an endorsement of the product or advertiser by the DPG. Viewpoints and statements in this newsletter do not necessarily reflect policies and/or positions of the Academy of Nutrition and Dietetics. © 2015 Nutrition Entrepreneurs. All rights reserved.
We welcome input from our members. Please contact the editor:
Kara Lydon, RDN, LDN, RYT 140 Arborway Unit #5 Jamaica Plain, MA 02130
Subscription Information
NE members’ Ventures subscription year runs from June through May. Non-Academy members may purchase a one-year (five issues) subscription by sending a $40 check payable to Academy-DPG 30 to:
Nutrition Entrepreneurs 6301 Snidercrest Rd. Mason, OH 45040
Address Changes and Missing Issues
If you have a change of address, please contact the Academy with your new address information. If you missed an issue, email Lauri Egan at NEadmin@NEdpg.org or call (513) 972-4668.
Kara Lydon, RDN, LDN, RYT | Newsletter Editor
I started blogging back in 2009 before blogging was established as an effective marketing tool and first adopters were just getting their feet wet. I made the decision to start a blog based on advice a fellow dietitian colleague, Janel Funk, MS, RD, shared during a talk about how blogging can help jumpstart your career and I’ll never forget her wise words: “The blogging world is moving so fast; if you don’t start now, you’ll be left behind.” So I dumped all my “what-ifs, ands and buts” at the door and took the leap.
To be a successful entrepreneur, you need to keep a close eye on emerging technologies, innovations and marketing tools and put a stake in the ground as early adopters to establish your position as THE nutrition expert. Because if you don’t, you can be sure some other “nutrition professional” will.
With social media marketing and smart phone technology on the rise, it seems that every week a new platform or app is being launched and it be can be hard to stay up to speed. To help keep your marketing brain fresh, informed and inspired, this issue of Ventures focuses on new ways to market and grow your brand. One of the biggest trends this year in social media is video, which Carlene Thomas, Director of PR and Marketing, talks about in her article. I too have recently started dabbling in video and wanted to list a few apps/platforms that I and other RDN colleagues are using to help support their video marketing:
n Periscope: Owned by Twitter, this platform lets you broadcast live video to the world. Videos are more “real time” and “less produced” than what you’d typically find on YouTube.
n Meerkat: Another platform for live broadcast streaming, Meerkat is going headto-head with Periscope. As for who is winning the fight? Depends whom you ask but some brand experts feel Meerkat sees more engagement and comments from users. Others appreciate Periscope for its extended access to a livestream for 24 hours after it ends.
n Hyperlapse: Create eye-catching time lapse videos for Instagram. Works great for recipe teasers!
n Facebook: Marisa Moore, MS, RD, of Marisa Moore Nutrition says Facebook seems to be the hottest thing going for video right now. And she’s spot on - Facebook just changed its smart feed algorithms to show users more videos.
What new marketing venture will you start this fall? If you’re apprehensive to start something new, remember this quote and insert your marketing tool of choice here: “The (insert your marketing tactic here) world is moving so fast; if you don’t start now, you’ll be left behind.”
Kara Lydon, RDN, LDN, RYT, The Foodie Dietitian, is a nationally recognized food and nutrition expert and yoga teacher based in Boston, Massachusetts. Kara offers nutrition coaching, consults with corporate wellness clients, and partners with like-minded food brands and organizations on recipe development and nutrition communications and marketing. Kara is also a speaker, spokesperson and writer and regularly contributes to TODAY Food and Food Network’s Healthy Eats. Her food and healthy living blog, The Foodie Dietitian, features delicious seasonal vegetarian recipes and simple strategies to bring more yoga and mindfulness into lives, and has been featured on TODAY, SELF, Buzzfeed, Fitness, and The Kitchn
3 Effective Ways to Build Your Email List & Grow Your Business
Sarah Koszyk, MA, RDN | Chair Elect
What is “list building”? Why do so many heavy internet marketers emphasize growing your list in order to increase the effectiveness of your email marketing? I must admit that when I first heard about growing your list, I didn’t see the point. However, I’m a believer now.
A mailing list is a collection of names and subscribers whom you can send material to via newsletters and email. For example, Nutrition Entrepreneurs has a list of all our members which we use to communicate when we send you our eblasts and important updates. What better way to get your message to the people who are already interested in what you have to say and offer?
You can use personalized emails to engage your audience in a creative way that blog posts and social media can’t. You can send email updates to your list letting people know what new products and services you have to offer. This group of people is more likely to buy those products or services which can essentially increase your profits.
Here are three effective ways to build your email list and grow your business:
1. Offer an opt-in on your website: When people land on your home page, offer some type of free giveaway or enticement for providing you with their names and email addresses. There are many options for opt-ins - from having a feature box to a pop-up screen and more. Check out other websites you like, to see what types of opt-in they have.
2. Collect names at presentations: Pass out a sign-up sheet at your presentations to collect names and email addresses for your list. The good old-fashioned way is easy and effective. You can send a newsletter after the presentation to remind people of your services and offer any specials, discounts or promos.
3. Guest Post for a Popular Blog: Connecting with other people who have a large audience can increase your reach. Write a guest post that links to your website where people can access your opt-in to sign up for your list. You’d be surprised how much more traffic your website can get after being featured on a popular site.
*** www.socialtriggers.com is a good website to get more information about opt-ins. Whether you want to pitch new products, promote exclusive offers, provide general updates or advertise presentations and events, you can effectively reach followers by having a good list of people who are interested in you and your brand. As Jeff Goins, author of The Art of Work, states, “It all comes down to trust. If you build it (the list), they will, indeed, come.”
Sarah Koszyk is a San Francisco-based nutrition coach specializing in adult and pediatric weight management and sports nutrition. Her blog Family. Food. Fiesta. focuses on delicious, healthy recipes for the entire family, including health tips and videos of kids cooking in the kitchen: www.sarahkoszyk.com. Sarah also writes monthly articles for multiple companies including NutritionJobs, ExerciseJobs, UltraRunning magazine and more. Connect with Sarah on Twitter, Instagram, or Pinterest: @SarahKoszykRD, Facebook: /FamilyFoodFiesta.
5 Reasons Why Self-Motivated Learners Win at Life
Linda Eck Mills, MBA, RDN, LDN, FADA | Secretary
A few years ago Jack Canfield** was the closing keynote speaker at FNCE®. Ever since then, I have learned a lot from items he writes. In one of his recent blogs, he wrote on the “5 Reasons Why SelfMotivated Learners Win at Life”. Before you can build or grow your brand, determining if you are a selfmotivated learner would be a great start. Here are the five ways Jack Canfield says to tell if you’re a self-motivated learner who has what it takes to achieve incredible success in life.
1. You learn because you WANT to, not because you think you “have” to. Are you a naturally curious person? Self-motivated learners tend to ask more questions and devote more time to discovering the answers. If you are the kind of person who actively pursues your personal interests, you’ll find it easier to naturally acquire the skills and knowledge you need to design a life that’s more in alignment with your goals and dreams.
2. You’re willing to admit you don’t know everything. Do you have a greater sense of self-awareness? Self-motivated learners tend to have a deeper understanding of their own strengths and weaknesses. If you view gaps in your knowledge as growth opportunities, you’ll be able to upgrade your skillset to achieve even higher levels of success.
3. You’re willing to take bigger risks – and get bigger results. Are you driven by a strong sense of personal achievement? Self-motivated learners thrive on accomplishment and have more confidence in their abilities because they are able to achieve so much on their own initiative. If you’re not afraid to leave your comfort zone and take big risks, you’ll be amazed at how much you can accomplish.
4. You’re more likely to finish what you start. Do you refuse to give up in the face of setbacks? When selfmotivated learners experience challenges, they become even more determined to succeed! If you have a strong sense of personal accountability, you will naturally be better at managing your time and avoiding distraction –and will see your projects through to completion faster.
5. You’re always two steps ahead of the pack. Are you a naturally pro-active person? Self-achievers refuse to wait for changing circumstances to force them to adapt. If you are continually learning, you will be able to anticipate new developments long before they happen, and thrive in an ever-changing world no matter what life throws your way.
How many times did you answer “Yes”? If you answered “Yes!” to four or more of the questions above, congratulations! You are a self-motivated learner. If you didn’t answer “yes” to most of the questions, the good news is that these habits can be developed over time. All you need to do is make the commitment to become a self-motivated learner. Set aside a specific amount of time each week to expand your knowledge and upgrade your skillset – and stick to it! The more you learn, the more you will naturally want to KEEP learning because of the huge positive impact it will have on your life and career.
“
Live as if you were to die tomorrow. Learn as if you were to live forever”
– Mahatma Ghandi
**Jack Canfield, America's #1 Success Coach, is founder of the billiondollar book-brand Chicken Soup for the Soul® and a leading authority on peak performance and life success. If you're ready to jump-start your life, make more money, and have more fun and joy in all that you do, get FREE success tips from Jack Canfield now at: www.FreeSuccessStrategies.com
As the owner of Dynamic Communication Services, Linda S.Eck Mills, MBA, RDN, LDN, FADA, gives others “Confidence” as a career coach, freelance writer, and international speaker. She partners with coaching clients to get them from where they are to where they want to be with their careers and guarantees to keep an audience involved, even after lunch, or you don’t pay her speaking fee, only the travel expenses! She is also responsible for 38 secure and community correctional facilities in 11 states across the country as the full-time corporate dietitian for Community Education Centers and she directs and teaches in a dietary manager program. Linda has published over 200 articles and authored, co-authored or contributed to ten books, including Flavorful Fortified Food – Recipes to Enrich Life and Food First! Enhancing the Nutritional Value of Meals with Fortified Food. Contact her at Linda@dycomserv.com
CLEAN UP THE Inside TO MARKET THE Outside
Chere Bork, MS, RDN | Past Chair
There are millions of marketing tips to grow your business. Maybe you have not thought about an easyto-use and almost “secret” marketing tool - using the Law of Manifestation! We have been trained to work hard by our parents, teachers and mentors. Hard work is good, but much easier and more fun is attracting and manifesting what you desire.
Desire is the starting point. As Napoleon Hill says, “Desire is not a hope, not a wish but a keen pulsating desire which transcends everything.” A great desire for your business is what captures your imagination, drives your soul and sparks your creativity. You have to have this level of desire to build anything. The second step is to give your desire attention. Tell everyone you know your dream. And, work on your dream every day.
Third, allow it to happen by using the Law of Manifestation. What is the number-one stopper of desire? Doubt! And do RDNS have buckets of doubt! Doubt due to “comparitis.”
Strong desire + strong doubt = zero allowing
Strong desire + some doubt = some manifestation
Strong desire + zero doubt = strong manifestation
You have to clean up the inside of you to market the outside of you.
Recently a client wrote, “When it finally sunk in that all my ‘outer life’ was a mirror of my ‘inner life’ it really changed me forever. I looked inside and realized that all the hardships in my life were because I was giving MYSELF a hard time too. So I took steps to change my inner world and my outer world has DRAMATICALLY changed.”
Watch your thoughts – are they filled with abundance, lack or doubt? Starting today, take your thoughts VERY seriously as they are the number-one marketing tool to grow your business. Release the thoughts that are keeping you stuck, in fear or with doubt. Focus on what you do have instead of what you don’t have.
The best way to predict your future is to create it. Only you have the precious gifts you can bring to the world. You have everything you need to manifest success. I mean EVERYTHING! I can’t wait to hear what you manifest. Better get busy!
Chere, aka the “Energy Igniter” and a Law of Attraction Facilitator, gives registered dietitian nutritionists a boost of confidence to live the lives they have always wanted - no regrets allowed! She helps RDNs find clarity so that they can be the best business owners they can be; Chere works with them to develop a game plan to make it all happen. She also knocks audiences off their seats as a national dietetic state meeting speaker. Want a life that you truly love? I would love to hear what you have manifested in your life! Please share with me. Email me at Chere@ChereBork.com or call 952-937-5697.
DELEGATES’ CORNER
Lisa Jones, MA, RD, LDN, FAND Delegate Message
“The best marketing strategy ever: CARE.”
— GARY VAYNERCHUK
The Power of Three
Quick Marketing Tips
-
n Consistency: A reliable, authentic and caring individual connects with patients, clients and customers. Delivering consistently excellent results keeps them loyal.
n Focus: Develop your niche and you will attract more business by being great in one area, rather than the master of all.
n Sustainable relationships: Build and maintain relationships by writing and commenting more. Remember when you comment to address the author by his/her first name.
Quick Delegate Tips
-
n Make your voice heard: Provide input on issues being discussed by the House of Delegates (HOD). As your delegate, I cannot relay the viewpoints of my constituents if I never hear from them, and it is your voice that is helping to shape the future of our profession.
n Observe: Identify trends and issues that are affecting our profession. From time to time, I will request your assistance and need to hear your ideas and concerns.
n Contribute: Build awareness of the HOD and Academy activities by keeping others abreast of our progress. We cannot garner support if no one knows who we are, or what we have accomplished.
I look forward to hearing from you! Please contact me with your feedback, comments and concerns.
Lisa Ann Jones, MA, RDN, LDN, FAND, is a Philadelphia-based registered dietitian and nutrition communications consultant. In addition to her NE Delegate role, Lisa is currently serving as the vice-chair of the Academy’s Consumer Protection and Licensure Subcommittee. She has previously held several other leadership roles including past-president of the Pennsylvania Academy of Nutrition and Dietetics. In 2014, Lisa was recognized as Outstanding Dietitian of the Year by the Pennsylvania Academy. Lisa can be reached at mobiledietitian@aol.com.
MOVEMOVE
As past chair of NE I am excited that I am responsible for gathering information for the Members on the Move section. You can see our NE members are movers and shakers in the nutrition world. Congratulations to their successes and how they are contributing to our profession. They make us proud!
Autumn Hoverter, MS, RDN, is a Seattle author who just published her first book, Before Baby: A step-by-step guide to making and freezing meals before your newborn makes cooking impossible. As a mom and dietitian, Autumn knows new parents often struggle to feed themselves. She wrote Before Baby to help you prepare a month of delicious, wholesome, allergyfriendly meals so you can focus on your new family member! Available for Kindle and Kindle apps.
Rachel Begun, MS, RDN, of Rachel Begun Food and Nutrition Solutions, LLC, recently earned her natural chef certification and was inducted into Les Dames d’Escoffier, Colorado chapter. Rachel is now offering culinary services as part of her nutrition communications and consulting firm, including recipe development, research and development, culinary education, and food service associate training.
Carrie Zisman, MS, RDN, accepted, on behalf of her company, the Best Employers for Healthy Lifestyles Gold Award from the National Business Group on Health (NBGH). She also presented a session at the 2015 NBGH Leadership Summit on Workforce Wellbeing on “Cross Departmental Collaborations.” Carrie also presented an Academy Webinar on Corporate Wellness. Carrie is a Senior Manager in Health & Wellness at Lockheed Martin and is also chair of the NE Corporate Health Specialty DPG.
Chere Bork, MS, RDN | Past Chair
MOVE Members MOVEonthe MOVE
Kait Fortunato, RDN, LDN; Dana Magee, RDN, LDN, CLT; Rebecca Bitzer, MS, RDN, LDN, CEDRD just launched a new workbook for you to use with your clients! Their workbook encourages you to break out of the dieting prison and REBEL Against Diets. Your clients will walk through each step to a happier and healthier lifestyle. Chapters include R-Resist Dieting, E-Eat like a REBEL, B-Build Confidence in Your Eating, E-Empower Yourself and L-Live Joyfully. Email us at admin@rbitzer.com for details on bulk rates.
Digna Cassens, MHA, RDN, provides services for long-term-care and private clients, conducts seminars and workshops. She published Flavorful Fortified Food – Recipes to Enrich Life & Food First! Enhancing the Nutritional Value of Meals With Fortified Food and writes training and policies and procedures manuals. She received the DHCC Distinguished Member award in 2014, and in 2015 the California Dietetic Association with the Excellence in Private Practice, Business & Communication award. Read her blog at www.flavorfulfortifiedfood.com
Susan Weiner, MS, RDN, CDE, CDN, is the 2015 winner of the patientnominated LifeChanger Award. The award is presented by Health Monitor Network, the nation’s leading patienteducation company, in partnership with the American Association of Diabetes Educators (AADE). Diabetes Health Monitor’s Life Changer Award will be presented to Susan at the 2015 AADE Annual Meeting, held this year in New Orleans, Louisiana. Susan’s second book, Diabetes: 365 Tips for Living Well, was published in August.
Susan L. Farrell, MBA, RDN, is an author and speaker on self leadership. Her latest book is 52 Weeks of Wisdom: A Guide to Self Leadership for Women. In it she presents 52 reflections to encourage women to think about what they do, why they do it, and do they want to change. She also has a DVD with the same title and topics. To order and for additional information, go to www.SusanLFarrell.com.
Jessica Fishman Levinson, MS, RDN, CDN, founder of Nutritioulicious, a nutrition communications and consulting practice in the New York area, is excited to be the new author of the “Culinary Corner” column of Today's Dietitian Magazine. Check out Jessica's nutritious and delicious seasonally inspired recipes every month in the magazine. For more of Jessica's writing and recipes, visit her food and nutrition blog at www.Nutritioulicious.com
Past NE Chair Lisa Stollman, MA, RDN, CDE, CDN, was recently awarded the 2015 Outstanding Dietitian of the Year Award by the New York State Academy of Nutrition and Dietetics. Lisa is the CEO of Lisa Stollman Nutrition, a nutrition consultancy in New York City. She has authored two books including The Teen Eating Manifesto and The Trim Traveler. She is also the CEO of Eat Well Restaurant Nutrition, a startup that advises on healthy menu choices.
Jill Castle, MS, RDN, has released her second book Eat Like a Champion: Performance Nutrition for Your Young Athlete, a sports nutrition resource for children and teens aged eight to 18. This one-of-a-kind book outlines the latest research, translates it to practical nutrition solutions for families, and gives coaches and professionals the tools to recognize and reverse mistakes in fueling for sport. Available in bookstores and online. Find out more at www.JillCastle.com and www.nutritionforyoungathletes.com.
INSURANCE PROVIDER RDN –
THE RE-BIRTH OF A MARKETING TOOL!
David Orozco, MS, RDN, LD | Incoming Director of Member Services
OK, OK, it’s not exactly a new or obvious way of marketing or growing your brand, but actually many RDNs may not even realize that being an insurance provider is a marketing tool at all. So, let’s call this the re-birth of an old tried-and-true method that works REALLY WELL! Particularly for those planning to start or already having their own practice, becoming an insurance provider offers direct, indirect and completely FREE marketing tools that connect you with new and future clients.
Once you become a provider for even just one insurance company you instantly pop up on the company’s web portal and voila! instant internet exposure to a huge pool of potential clients! For example, about a year ago a new client called me after finding me on his insurance web portal. He was newly diagnosed with type 2 diabetes and his doctor recommended medication, diet and lifestyle modification; however, his doctor didn’t have a RDN on staff or didn’t know of a RDN to refer him to. I checked his plan and it did cover nutrition services for diabetes and multiple visits for various diagnoses, so he’s been a steady client for over a year now. How many fee-for-service clients can afford to see you one to two times monthly for over a year? Now I get all the nutrition referrals from that medical practice, and they have also referred me to other doctors and practices also looking for a RDN. Talk about the tentacles of free marketing stretching all over!
Of course, this one case doesn’t reflect what all doctors would do because we know how busy they are and they tend to forget to refer out to us. Still, the fact that I take insurance opened the door to easily doubling and tripling my client load. Many RDNs worry about the complexities and difficulties of billing and compliance. They are right – it isn’t easy. However, whether you’re starting a private practice, plan to go into corporate wellness, or do consulting, you never know where you’ll get your next referral from. Other indirect marketing benefits of being a provider include:
n Establishing trust and credibility for the public and other health professionals
n Building relationships with insurance plans and medical practices
n Reducing the competition from quacks or quasinutritionists - they cannot become insurance providers
n Opening the pool of potential clients for various populations
n Seeing underserved populations
n Increasing the potential leads for other projects and business
RDNs who are insurance providers are also advocating for our profession. In several instances I have had conversations with state and federal legislators about the benefits of insurance coverage for nutrition services and how these additional and preventive services could save dollars and create jobs.
Being on the board a few years ago, I was encouraged to lead a few mentorship meetings at FNCE®., Although I was terrified, I did it and once it was over, I was glad I did. Over the years, I heard from strong leaders in NE about the importance of being a good speaker, especially to promote a book. I knew that I wanted to write a few books so it was essential that I get over my fear of public speaking once and for all.
How do you get started?
1. Start with the Academy’s link to “Getting Started with Payment” (1)
2. Join the Academy’s “Reimbursement Online Community” (2)
a. Expert from the Academy’s Coverage and Coding Committee answers questions
3. Think five to 10 years ahead
a. Determine if you want a sole-proprietor or a practice
b. A group practice means you can hire multiple RDNs
4. Get your National Provider Identification (NPI) (3,4)
a. Solo NPI is must to start
b. You can always get a group NPI later
5. Research which insurance company works best with RDNs in your state
a. May require contacting a few RDNs, state affiliate or the Academy
b. Contact insurance company to become a provider (usually on company’s website)
6. Ask that insurance company to invite you to Council for Affordable Quality Healthcare (CAQH) (5)
a. Clearinghouse for insurance companies
b. Helps keep information in one place
7. Consider Medicare – complicated but great for our credibility (6,7)
Lastly, even if you never see insurance clients you will at least have it as a backup, and potential free marketing of your services!
David is a Registered Dietitian Nutritionist with a Master’s in health science from Georgia State University. He holds certifications as a Health Fitness Specialist from the American College of Sports Medicine, Certified Intuitive Eating Counselor, Certified Quit Smart® smoking cessation counselor, and is fluent in Spanish. David owns td wellness, llc, a nutrition and health consulting business, providing solutions for healthy living to individuals, the food and restaurant industry, and various organizations and corporations. David is a spin instructor, loves to mountain bike and hike, and has been practicing Aikido for over 25 years.
References:
1. Academy of Nutrition and Dietetics, Getting Started with Payment; Available at: www.eatrightpro. org/resources/practice/getting-paid/getting-startedwith-payment; accessed July 2015
2. Academy of Nutrition and Dietetics, Join The Reimbursement Online Community; Available at: www.eatrightpro.org/resource/practice/gettingpaid/who-pays-for-nutrition-services/join-thereimbursement-online-community; accessed July 2015
3. Academy of Nutrition and Dietetics, National Provider Identifier FAQs; Available at: www.eatrightpro.org/resource/practice/gettingpaid/getting-started-with-payment/nationalprovider-identifier-faqs; accessed July 2015
4. National Plan & Provider Enumeration System; Available at: www.nppes.cms.hhs.gov/NPPES/ Welcome.do; accessed July 2015
5. Council for Affordable Quality Healthcare; Available at: www.caqh.org; accessed July 2015
6. Academy of Nutrition and Dietetics, Steps to Enroll in Medicare; Available at: www.eatrightpro.org/ resource/practice/getting-paid/getting-started-withpayment/steps-to-enroll; accessed July 2015
7. Centers for Medicare & Medicaid Services, Medicare Provider-Supplier Enrollment; Available at: www.cms.gov/Medicare/Provider-Enrollmentand-Certification/MedicareProviderSupEnroll/ index.html?redirect=/MedicareProviderSupEnroll/; accessed July 2015
2015 Member Survey
Niki Strealy, RDN, LD Director of Member Services
The Results of the 2015 Member Survey are in! Thank you for all those who took a few minutes to give us your feedback.
Answers Questions
Total Respondents 378 (10% of NE Members)
Respondents who renewed their NE membership for 2015-2016
How long have you been a member of NE?
Why did you join NE?
92%
52% 1-5 years
17% First year NE member
17% > 10 years
14% 5-10 years
62% NE fits with my area of practice
7% A friend/colleague convinced me to join
5% I joined on a whim
5% I’m a student
3% Joined at FNCEⓇ
1% Joined after meeting an NE representative at a state meeting
1% Joined after listening to a webinar
17% Other (Most frequent comment: “thinking of starting my own nutrition business”)
Reasons for visiting the NE Website (Multiple answers allowed)
72% Webinar registration and recordings
39% Meetings and event information
36% NE Toolkit
20% Register for Electronic Mailing Lists (EML)
19% Products and services
18% To search Ventures
newsletter archives
14% FNCEⓇ info
13% Member Directory
9% NE Store
5% Awards, public policy info, other
Stay tuned for more results in your next Ventures! Any questions or would like a copy of the Member Survey? Contact MemberServices@NEdpg.org
Niki Strealy is also known as The Diarrhea Dietitian, from the title of her selfpublished book. She fell in love with NE when she joined on a whim in 2009. Reading Ventures and meeting NE members at FNCE® inspired her to launch her private practice, Strategic Nutrition, LLC, and become an NE mentor. She enjoys working with clients with gastrointestinal diseases and disorders, empowering them to make positive changes to live a happy and rewarding life. You can connect with Niki on Facebook, Twitter @DiarrheaRD and LinkedIn.
5 WAYS TO START USING VIDEO MAXIMIZESuccess ThroughMultiChannelMarketing
Carlene Thomas, RDN, LD Director of PR and Marketing
Are you the person who dies a little each time you hear yourself recorded on your voicemail? Until recently, I was too. And I’m here to tell you to get over it as soon as you possibly can.
I never had a problem speaking in front of large groups (hello FNCEⓇ 2014 and 2015!) or talking on the phone with reporters, but the second I heard myself recorded on audio or film I immediately left the room. What is it that makes us SO uncomfortable out of our element?! After two years of wanting to start doing video and YouTube, my friend, who is a professional YouTube makeup artist (it’s a thing), finally convinced me to swim with the sharks. My first five-minute video took me a torturous hour-anda-half to film. It was super-fun.
So why bother to push yourself to feel uncomfortable? Since starting my YouTube channel in early 2015 my video presence has brought me wonderful opportunities, including my first TV appearance…which happened to be a national broadcast on CNN. Here are three ways you can get started:
1. Just start: Dietitians are perfectionists. We want to have a perfect video with perfect equipment. Your first video is not going to be that video. The sooner you start, the sooner you can find the right style, lighting, lens and voice for camera. If you have an iPhone 6 you can easily get away with filming on that. Just remember to hold the phone horizontally.
2. Watch YouTube videos about videos: Learn what you can from videos that help you with set-up, editing and more. None of us were trained to do videography as dietitians so go learn from actual videographers.
3. Create an editorial calendar: Video is like blogging in that having an editorial calendar will help you focus. That and the more you do it, the easier it is to find topics. If you’re stuck, use your blog calendar and stretch it to video. Have a post on whole grains going up on the blog? Create a three-minute video on ways to add them to your diet!
Carlene is the founder of Healthfully Ever After LLC and is known for her work in the wedding world as the author of The Wedding Wellness Workbook: Your Nutrition How-To Before “I Do." Carlene also works in recipe development and food styling. She has been featured in Huffington Post Weddings, BRIDES magazine, Virginia Living, Food and Nutrition Magazine, and more. In the dietetics world Carlene has served on the Virginia Academy of Nutrition and Dietetics executive board for three years and is now entering her role as president-elect.
Lindsey Pine, MS, RD, CSSD, CLT | Mentor Program Coordinator
Blogging, social media, videos, podcasts…. which one should you focus on? Which one of these marketing channels will most effectively reach your target audience? The answer is ALL of them. Think about that movie you just saw. Did the marketers try to connect with you only through one medium? Of course not. Instead, marketing professionals cast a wide net using multiple touchpoints to reach as many people as possible within their target market. Dietitians need to do the same.
This idea of utilizing multiple touchpoints across the marketing spectrum to grow your brand is referred to as multi-channel marketing. Rather than overwhelming your selected audience, you are providing them with various channels through which they can easily access content in their preferred method.
Each marketing channel within the field of nutrition has a unique function:
Video: Demonstrating a skill, such as basic knife cuts in the kitchen. Experiencing your personality and hearing your voice are very effective in creating a personal connection with the potential client.
Podcast: For the ultimate convenience experience, clients can listen to you while driving, traveling or even working out at the gym. If hosting a podcast seems overwhelming, you can easily be a guest on other shows to promote yourself.
Blog/website: Serving as a hub of information, this is where you get to deliver your full message through:
n Articles/blog
n Advice/tips
n Resources
n Your bio and contact
Newsletter: Another valuable asset that keeps you engaged with your clients.
n Monthly articles/insights and website updates
n Event attendance (great for meeting clients around the country)
Social Media: Great for promoting events and updating users about what’s new in your business right now. Social media not only allows you to target a range of demographics, but also gives clients instant access to valuable information that you provide them.
n Additional Social Media – photo sharing (such as on Instagram): The saying “we eat with our eyes” is very true. “Food porn” satisfies our visual nature and inspires people to want to read your blog or try your recipes.
Each of the above channels should fuse together to show clients who you are and what differentiates you from everyone else providing nutrition information. Start slowly and tie together each marketing channel so that you can extend your brand awareness and maximize your full value.
Lindsey is the dietitian for USC Hospitality in Los Angeles, the owner of Tasty Balance Nutrition and the vice chair for the National Association of College & Nutrition Foodservices Pacific Region Nutrition & Wellness Committee. In addition to a Master’s degree in nutritional science, Lindsey also graduated with degrees in culinary arts and hospitality and tourism management. In her spare time, Lindsey loves fitness, traveling and Disney theme parks.
“WHO IS GOING TO READ ALL OF THOSE BLOGS?”
Krista Ulatowski, MPH, RDN | Incoming Director of PR and Marketing
One Friday night in 2005 or so, I found myself seated next to my blind date at a sushi bar in Minneapolis. I had been set up by one of my PR colleagues; she believed it would be love at first sight given this man also worked in the PR sphere. We talked that night about blogging – blogs were just starting to emerge and heat up – and he believed, without a doubt, that blogs were going to explode and be the “next hot thing.” I, on the other hand, doubted. Who would read all of these blogs?
Today there are more than 31 million bloggers in the U.S. Five hundred thousand new blog posts magically appear on Wordpress.com daily. Daily! Sixty percent of all businesses have a blog (www.Blogging.org, 2012).
I’m sure the majority of you already maintain a successful blog. Regardless of whether you are new to blogging or are seasoned, the following tips may help you market your blog and business.
1. Frequency: How Often Should I Blog?
The question I receive most often from my clients about blogging is “How often should I blog?” Truly, this question depends on your personal preferences, and on how much time you wish to invest. I suggest not over-doing it, but posting frequently enough to ensure that you have content to push via your social media channels on a regular basis. Of the businesses and entrepreneurs that blog, 35 percent blog monthly and 65 percent haven’t updated their blog in a month or more. This stat from Blogging.org surprised me. I would certainly err on the side of posting more frequently than once a month; you’ll find the rhythm that works for you.
Your readers will also help you find your rhythm. Aim for consistency in your posting, i.e. posting weekly on the same day and approximately the same time each week. Your readers will then come to know when to expect your expertise and insight. To help hold yourself accountable, try creating a monthly editorial calendar for your blogging schedule that contains dates and topics of your planned posts for the month.
2. Hire a Ghostwriter or Consider Guest Writers
I cringe a bit when I click on a blog and it hasn’t been updated since November 2013. If you’re struggling to keep up or find the energy to post on a regular basis, consider hiring a ghostwriter to create your content for you. Finding someone who can emanate your tone, personality and values is key; but keep in mind that you will be reviewing and editing these posts to ensure that everything that appears on your site is written in your voice.
You might also consider accepting guest posts from trusted colleagues, professionals you admire, etc. Doing so can be a winwin as you can both take advantage of the cross-promotion and visibility that results.
3. How do I Monetize My Blog?
This is a toughie. Not many of us make money from our blogs unless we post ads, write sponsored blog posts, have premium content for sale, or sell a product or service on our site. Only eight percent of bloggers earn enough from solely blogging to support their families (www.Blogging.org, 2012).
Step back though, and ask yourself why you’re blogging. Is your goal to make money from your blog? Oftentimes it’s simply another means of connecting with your core audience – and not to make money directly from your posts.
Personally, I’m still trying to take my own blogging advice. It’s a challenge to find the time to create a steady stream of content, and my editorial calendar needs a little TLC! But prioritizing our connections with readers via our blog can lead to improved business outcomes.
And if you were curious about the outcome of my date, it wasn’t love at first sight. My date tried impressing me by taking me out for sushi, which he didn’t care for in the least. Most of the poor fish ended up in his napkin.
Krista Ulatowski, MPH, RDN, owner of KUcumber Nutrition Communications, creates and implements marketing, communications and public relations programs for RDNs, health and wellness professionals, and food and beverage companies. Writing that attention-grabbing pitch that gets results; seeing clients’ names in print; generating new social media content; helping clients advance their businesses – these are things that excite her about her business.
Prior to becoming a dietitian, Krista spent 10 years in the world of advertising and PR, working at national firms based in Minneapolis and Seattle. Her clients were major names in the grocery, healthcare, medical device, consumer and technology industries. Connect with Krista on Twitter, Facebook, her blog and LinkedIn.
PRODUCT REVIEWS
Taste the Sweet Rebellion: Rebel Against Dieting:
Authors: Kait Fortunato, RDN, LDN; Dana Magee, RDN, LDN, CLT; Rebecca Bitzer, MS, RDN, LDN, CEDRD
Date: 2015
Publisher: Empowered Enterprises
Address: 7219 D Hanover Parkway Greenbelt, MD 20770
Phone: 301.474.2499
Price: $39.99
Review: Recent research has found that at any moment, fifty percent of adults are on a diet. In our country, two-thirds of adults are overweight or obese. So why are we still dieting? Taste The Sweet Rebellion explains exactly why diets don’t work, and walks readers through the REBEL approach: resisting diets, eating like a rebel, building confidence in eating, empowering yourself, and living joyfully. Encouraging readers to “just say no to diets,” the book gently explains the latest science-based nutrition research, and outlines a balanced plate, basic meal planning, and how to read labels. Delving into the emotional side of eating, you will learn why you eat, and how to empower yourself with positive self-talk and self-care habits. As a nutrition entrepreneur just starting out with my private practice, this book will be invaluable. For any nutrition counselor, Taste the Sweet Rebellion will revolutionize how you view dieting and emotional eating, and is a great resource to recommend to clients as they go through nutrition counseling.
Reviewer: Emily Hein, RDN, LD
Title: Registered Dietitian & Wellness Blogger
Affiliation: Zen & Spice Nutrition, LLC
Phone: 469-952-7715
Rise review for Ventures 1:1 Nutrition Coaching by Rise Labs, Inc.:
Version: 2.10
Date: Released 7-10-15
Required/recommended equipment: Compatibility: Requires iOS 7.0 or later. Compatible with iPhone, iPad, and iPod touch. This app is optimized for iPhone 5, iPhone 6, and iPhone 6 Plus.
Review: Fast, convenient, simple, fun. Snap a photo of meals and snacks with your Smartphone and post via the Rise app to receive daily feedback, encouragement and suggestions from an RDN coach. The Rise app also tracks exercise, daily steps, weight and water intake. Rise does not provide set meal plans and does not calculate calorie intake, and instead focuses on learning healthy, lifelong habits. Since its launch in 2014, over 7,000 people have utilized Rise, a membership service that costs less than $2/ day. People who want to count calories, keep track of macronutrient intake, or have specific meal plans provided to them will find this app lacks many features found in other food/ weight tracking apps. However, Rise is unique in that it connects an RDN with each person, emphasizing realistic behavior change that goes beyond calories.
Reviewer: Lynn Grieger, RDN, CDE, CPT, CHWC
Title: Health, Nutrition and Fitness Coach; Rise Coach
Address: 836 Hoosier Pass Prescott, AZ 86301
Phone: 802-688-4511
Before Your Pregnancy:
A 90-Day Guide for Couples on How to Prepare for a
Healthy Conception, 2nd Edition:
Authors: Amy Ogle, MS, RDN, and Lisa Mazzullo, MD (Ob/Gyn)
Date: 2011
Publisher: Ballantine Books
Address: 1745 Broadway New York, NY 10019
Phone: 212-782-9000
Price: $20.00 Print, $13.99 eBook
Review: I have recommended Before Your Pregnancy to all my patients, friends, family and colleagues preparing for conception and birth. I was thrilled to learn last year that this comprehensive toolkit was being updated and expanded. No other resource exists that covers preconception and interconception health and wellbeing for both men and women in such depth. Too many books are geared only toward women’s needs.
Before Your Pregnancy not only covers nutritional needs for preconception health, but also discusses the emotional issues and financial topics couples should tackle prior to conception. This second edition covers every up-to-date aspect of nutrition, fitness and health related to preconception needs. The authors, Amy Ogle, MS, RDN, and Lisa Mazzullo, MD, provide readers with practical science-based information in a positive, non-preachy manner.
I use this book as a toolkit on a regular basis. One of my favorite chapters is “ConceptionFriendly Medications and Herbs.” The plethora of information circulating in the popular press leaves us confused; readers will be thrilled to have so much information at their fingertips. My patients love the practical applications that are available throughout the book, ranging from ideas to add adequate calcium to one’s diet (with food) to foolproof tips for a preconception-friendly diet.
Before Your Pregnancy is the most complete resource I have ever read, and I am certain it will provide a great benefit to many couples and the health of their future children.
Note from the reviewer: I realize Before Your Pregnancy was released prior to ChooseMyPlate. gov; however, the information is still very timely and accurate.
Reviewer: Judy Simon, MS, RD, CD, CHES
Title: Private Practice Dietitian
Affiliation: Mind Body Nutrition, PLLC
Phone: 425-260-8783
Prep Dish (www.prepdish.com):
Date Issued: Copyright 2014
Monthly
Subscription: $14/month
Yearly
Subscription: $99/year
Owner: Allison Stevens, Personal Chef & Registered Dietitian
What is included in the price: Each Friday, you will receive a weekly menu, grocery list, and instructions for a prep day. Each weekly meal plan includes four meals, one side salad, one snack, one breakfast and one dessert. All subscribers will receive a gluten-free menu (dairy-free optional) and a Paleo menu for each week. Recipes are designed to make enough for four people. Required/recommended equipment: Computer, email address, Adobe reader to download the PDFs of the menus that are emailed to you.
Major Function: Allows users to save time on meal planning and prep, while providing them with wholesome, healthy recipes. Limitations: If you do not want to follow gluten-free or Paleo meal plans, this may not be the product for you.
Does planning out your weekly menu leave you stressed and overwhelmed? Do you enjoy eating healthy but are unsure what recipes to make? Prep Dish, a meal planning service, is ideal for busy people who want to create healthy meals with unprocessed foods and seasonal ingredients in a minimal amount of time. Upon signing up, you will receive a month of weekly menus, grocery lists and instructions for prep days. Each email also includes additional tips and recipes. My email provided examples of online grocery shopping and food delivery services. Recipes and ingredients are sorted by number making it easy to eliminate certain things from the grocery list and prep day, if you choose not to make a recipe. To save you time during your busy week, prep day is designed to take two to three hours total, making daily prep anywhere from five to 20 minutes. The grocery list is organized into specific food groups for ease while shopping. As the plans do not provide recipes for all meals, they allow for flexibility for those who eat out or like to try out new recipes.
In addition, the website includes a blog with additional recipes, how-to videos and a list of culinary and Paleo experts who share their experience and favorite recipes. As a dietitian who enjoys eating wholesome foods, I feel that this is an excellent service for anyone who enjoys eating delicious, healthy meals, but does not always have time to plan out weekly menus.
Reviewer: Lauren Pendergast, RDN
Title: Registered Dietitian Nutritionist
Website: www.nutritionbylauren.com
Phone: 516-359-6471
BRANDING ASAP
Joanne Larsen, MS, RD, LD | Website Coordinator
Invariably I spend time noodling about my brand and company when I am clear-headed and not distracted by tasks. While branding resources are plentiful on the Internet, they may not apply well to a healthcare professional's products and services. I have found the wisdom of NE colleagues invaluable.
Have you checked out the NE toolkit available online? NE members have contributed articles about branding which are on the NE website NEdpg.org.
Just login with your Academy username and password, click on Members, then click on Toolkit to see a wealth of ideas you can use.
Check out these for your niche market:
n Should Writers Brand Themselves www.nedpg.org/sites/default/files/Members/Toolkit/2012%20 Authors/Should_Writers_Brand_Themselves.pdf
n 5 Steps to Building Your Brand Among Medical Professionals www.nedpg.org/sites/default/files/Members/Toolkit/2012%20 Private%20Practice/5_StepstoBuildingYourBrand.pdf
n Brand Your Business Today www.nedpg.org/sites/default/files/Members/Toolkit/2012%20 Marketing/BrandYourBusinessToday.pdf
n Personal Brand White Paper www.nedpg.org/sites/default/files/Members/Toolkit/2012%20 Marketing/PersonalBrandWhitePaper.pdf
n Building Personal Brand by Blogging www.nedpg.org/sites/default/files/Members/Toolkit/2012%20 Technology/Building_Personal_Brand_by_Blogging.pdf
n Seizing Social Media Tools to Build Your Personal Brand and Advance Your Career www.nedpg.org/sites/default/files/Members/Toolkit/2012%20 Technology/Seizing_Social_Media_Tools.pdf
Joanne Larsen, MS, RD, LD, techie entrepreneur, has worked at four technology companies. As owner of Nutritional Data Services, a consulting B2B company, she develops websites, software and phone apps, markets health products, and creates web content. Since 1989, she has designed nutrition software for consumers and dietitians. Starting in 1995, she created web-based software and nutrition content including Ask the Dietitian® at www.dietitian.com, launched in July 1995. Since 2000, she has developed nutrition apps for smartphones. As editor for the Academy, she created the Nutrition Care Manual, a web-based nutrition practices manual. In 2010, Joanne acquired NAT (Nutrition Analysis Tool), free diet analysis software, from the University of Illinois which she completely re-developed and launched Feb 2015. In September 2010, Joanne’s article “Ownership of Copyrighted Materials,” commissioned by the Academy’s Ethics Committee, was published in the Journal of the American Dietetic Association
Connecting with Your Audience via Online Forums
Julie Beyer, MA, RD | Authors and Writers Specialty Group Chair
Shortly after I was diagnosed with interstitial cystitis, I did my first Internet search and found out that people from all over the world were connecting on a message board forum sponsored by the Interstitial Cystitis Network (ICN) (www.ic-network.com/forum). Fast-forward to today, and I have been a lead moderator on that life-saving forum for over 15 years, helping patients navigate treatment options including the IC Diet. In fact, my participation in this group accounts for over 75% of my book sales and has been the MOST valuable avenue to my becoming a leading expert on interstitial cystitis and diet.
Although the ICN forum was one of the first of its kind, it is far from unique today. If you have a patient niche market, there is likely a group for you! You can find versions of online support on major websites and thousands of patient-led groups on social media platforms like Facebook. Here are some hints for connecting with your niche audience:
1. Find a group or groups to participate in. Search for “<disease> online patient support.” Other search terms you can use include “message board” and “patient forum.” The 80/20 rule applies, so be judicious about which groups you join. If you find a group in the top Google results, so will the patients.
2. Join group(s) using a recognizable but professional nickname. Obviously something like “sassycat” wouldn’t be appropriate, but using your whole name and credentials can be just as off-putting. Keep your name simple and friendly, but professional. (I use “Julie B” in the forums.)
3. Get a feel for the tone used in the group. Most groups are fairly intimate and members are wary of strangers. Don’t just jump in and start promoting your books or services. That is a sure way to get banned for life. As you read, start developing your intuition about various situations. For example, is a person asking for information, or are they just venting frustration?
4. After you feel comfortable, begin contributing to the discussions in a friendly, empathetic and hopeful way. Just like email, forum posts give no indication of mood and tone. You need to create that with your words. Don’t be afraid to use emoticons. Start and end all your posts with phrases of understanding (“I am so sorry to hear you are hurting today” or “I have a good feeling you are going to beat this!”)
5. Before you “sell” anything, give generic advice. The whole point is to establish yourself as an expert for people to turn to for more complex issues. Remember, you are building trust. Once you get established, you can start to slip in,“You know, I had a patient with that same problem a few weeks ago. This is what I told her….”
6. Contact the forum owner or manager. Let them know you are an expert in the field and you stumbled across this forum while doing research. Ask how you can contribute. Can you write for the blog or magazine? Offer to collaborate on a project like a webinar. After you have worked together on a few things, ask permission to mention your book/services on the forum. Ask if you can put your book’s name and link in your forum signature. If not, ask if you can link to your blog or website. Did you catch the key here? ASK permission.
7. Finally, learn from the members visiting the forum. Yes, we deal in evidence-based medicine. But these patients can teach us something. At ICN, we have picked up on drug side-effects and discrepancies in the IC Diet long before the research community did.
To be honest, there is no other more valuable marketing tool that I have for my interstitial cystitis books than the ICN forum. I write for them (and get paid), I do webinars for them (and get paid), and I get to advertise my books through them for free several times a day. Oh, and you can be sure that any IC patient who visits that forum knows that RDNs ARE the nutrition experts!
Julie Beyer is the owner of NutraConsults, LLC, a nutrition education and communication company. A dual graduate of Michigan State University with a Master’s degree in health communications, she currently serves on the faculty of the University of Phoenix. Julie is a dynamic nutrition educator and expert on interstitial cystitis, providing wellness and nutrition education to individuals and groups using a tapestry of communication techniques. Realizing that dietitians were quickly losing their share of the nutrition education pie to selfanointed celebrity "experts," Julie intensified her mission to nurture the communication skills of dietitians so they can shout to the world that THEY are the nutrition experts. In addition to You CAN Write a Book: The No-Nonsense Guide to Self-Publishing, Julie has written three books about the puzzling bladder disorder interstitial cystitis, including a reference guide for nutritionists, Interstitial Cystitis: A Guide for Nutrition Educators. .
Three Simple Strategies to Attract AND MAGNETIZE CLIENTS
INTO YOUR NUTRITION PRACTICE
Lesli Bitel Koskela, MBA, RD, LD | Coaches Specialty Group Chair
In today’s crowded and noisy marketplace, it’s more important than ever to have an effective strategy that can literally magnetize clients into your nutrition practice. Here are three of my favorite marketing tips that you can begin to implement immediately to increase the impact of your efforts to grow your business:
1. STREAMLINE your marketing efforts. This is a simple yet sometimes-not-so-easy tip because it requires you to dig deep and consider the type of client with whom you most enjoy working. To be clear…I’m not suggesting a super-tight niche where you are turning clients away who don’t fit the bill. But the reality is that unless you are clear on whom you are attempting to reach with your messaging, it will likely fall on deaf ears. Plus (this is a big one), you will end up burned out and overwhelmed, and of course, ineffective at reaching your target clients.
What to do instead? Start by doing a little soul searching; ask yourself what types of clients do you most enjoy. Where do you get the best outcomes or where do you feel most qualified or have a high level of expertise? Come up with a general idea of whom you’d like to attract into your practice and FOCUS your marketing muscle here. Remember, your target market will likely evolve over time so try not to let yourself get too bogged down with this process.
2. Focus on the RESULTS and TRANSFORMATIONS that you help your clients achieve. Whether you are writing web copy for your new site, speaking to a group of potential clients, or describing “what you do” at a networking event…its imperative you speak in terms of the amazing results that your clients achieve as a result of your work. Many of us, however, tend to speak in terms of the logistics, process or the items that we will teach in order to help the client create the desired changes. This is important information but it’s unlikely that it will inspire a potential client to hire you!
Your potential client is likely thinking,”Hmm. What’s in it for me? Can she help me or someone I know? Why should I hire her?” It’s therefore important to understand that while the logistics
or details of your services are important (length of sessions, number of sessions in a package, etc.) it’s best to save this for later. It’s much more effective and inspirational to open by clearly articulating the results or transformation that will likely result from your work together.
3. Speak your clients’ language. One of the best tips I’ve come across is to assume your reader or listener knows nothing yet has great capacity to learn. In other words, your job is to deconstruct complex concepts into bite-sized, easy-to-digest phrases that convey empathy and understanding of the person’s current plight. This means skipping the scientific jargon and communicating in easy-to-grasp language that conveys your human side.
Assuming you’ve done your homework, you are now in a good position to convey: 1) your intimate understanding of their struggles, 2) what they desire instead in terms of results they are seeking, and 3) how you can help them achieve their desired outcomes. This strategy will help the client to feel understood and will likely result in new clients for your nutrition practice!
Lesli’s mission is to teach integrative nutrition practitioners and coaches to implement simple strategies to attract clients and to make more income - enabling them to change more lives doing the work that they love. Lesli is a business success coach and mentor to transformational entrepreneurs - dietitians, nutritionists and coaches. In addition to her business coaching practice and her role with NE, Lesli is the Dietitians in Integrative Functional Mentor Chair. As a Registered Dietitian Nutritionist spanning over two decades, she is experienced in a variety of specialty areas including autoimmune disorders, neurology, nutritional genomics, food sensitivities, digestive disorders and mindful eating strategies for weight management. Please visit Lesli at www.LesliBitel.com, www.HarmonicNutrition.com
EXPERT TIPS FOR GROWING YOUR BRAND
Rosanne Rust, MS, RDN, LDN Technology and Social Media Specialty Group Chair
Past columns have discussed what it takes to determine and establish your brand. Your brand is your promise to your customer; it’s what your customer can count on you for. Are you an expert in one particular area? Do you deliver on deadline? Are you innovative in some way? Define what it is about you and your mission, then repeat that message all over the place! Once you’ve fine-tuned who you are, what you do and who you serve, it’s time to grow.
So what does it take to grow your brand? I asked a couple of experts for their top two tips for growing your brand. This is what they said:
Amber Pankonin, MS, RDN, CSP, LMNT, is based in Nebraska and is a writer, entrepreneur, adjunct professor, and nutrition communications consultant (www.stirlist.com). Amber’s top two tips:
1. Invest in design. One of the biggest mistakes I've seen business owners make is not investing in quality design. From your logo to your website, the design should be clean and consistent. You don't want to have "the mom jeans" of websites.
2. Find a mentor with experience. You might find people who are willing to mentor you, but make sure they have experience and have walked through what you are facing. This might even require investment on your part to find a business coach, but the cost will be worth your time.
Bonnie Taub-Dix, MA, RDN, owner of www.BetterThanDieting.com and author of Read It Before You Eat It. Bonnie’s top two tips:
1. Stay connected with like-minded people. They don’t have to be practicing within your profession, but they should have similar interests and a similar way of conducting business. Just as your mother must have told you, never forget that you are judged by the company you keep.
2. Keep your messages concise and clear. People shouldn’t have to try to figure out what you’re about…tell them why you’re different and highlight what you specialize in. Speak with the voice that you’d be interested in following.
Always remember, you are your brand. If you don’t know where to begin, do as Amber says - find a mentor. Many NE members are more than willing to help. Sometimes, just scheduling a call with someone to bounce ideas around with, is a huge help, because as Bonnie points out, it’s important to have a clear vision of who you are, what you think, and what you’re about. Be sure to invest some time into figuring that out - it’s crucial to your success!
Rosanne is owner of Rust Nutrition Services at www.rustnutrition.com. She began freelance writing in 1994 and created her virtual nutrition practice in 2000, and has over 25 years of experience. She received her Bachelor of Science degree in dietetics from Indiana University of Pennsylvania in 1985, and her Master’s of Science degree in clinical nutrition from the University of Pittsburgh in 1991. As a nutrition communications consultant, she translates nutrition data into well-reasoned dietary advice so people can enjoy eating for good health. Her work includes developing social media strategies, freelance writing, and blogging at www.Chewthefacts.com. She is co-author of several books in the For Dummies series including DASH Diet For Dummies®, Hypertension Cookbook For Dummies®, Calorie Counter Journal For Dummies® and the Glycemic Index Cookbook for Dummies®.
Marketing YOUR PRIVATE PRACTICE TO HEALTH CARE PROFESSIONALS
Rebecca Bitzer, MS, RD, LD Private Practice Specialty Group Chair
Think about marketing as simply connecting. Who, what, when, why and how will you find and nurture current and future referral sources and clients? You can market yourself to individuals (potential clients) or influencers (potential referral sources). Marketing can even include providing services above and beyond expectations. Never underestimate the value of word-of-mouth marketing, which will reach influencers who see many potential clients each day. Set a schedule for yourself to intentionally target health professionals based on your niche. For example, if you specialize in working with diabetes patients, make sure to reach out to the endocrinologists in the area. Or if you find your niche in patients with digestive difficulties, be in touch with the gastroenterologists in the area. Don't just limit yourself to doctors. Think outside the box and include dentists, therapists, pastors, professors, corporations, philanthropic organizations, or anyone who values and appreciates wellness.
Ways to Reach Out to Health Care Professionals:
1. Physician Office Mailings: Doctors are a great referral source. Set a goal, such as 10 mailings a week, until you have contacted all the physicians in the immediate area. Include in the mailing an introduction letter on how you can help their clients, brochures, business cards, prescription pads, and flyers with any new services or programs.
2. Visiting Physicians’ Offices: You should set a goal of visit at least one physician office each month. Be prepared to not always get a meeting, and while calling ahead can help, the physician may not always be free at the scheduled time. Have a five-minute speech prepared to tell the physicians about what you can offer their clients and how you can help both their clients and the physician be more successful.
3. Follow Up: Make it a priority to send out a report of your intervention to your client’s health professional. You can mail a report to the physician with your business cards, brochures, and prescriptions pads, or send a fax with “Thanks for your referral” note handwritten on the page.
4. Open Houses: You may choose to host an open house at your office yearly. You can invite clients, potential clients and local health professional to attend and to host a table promoting their services if desired. This can be a great way to network with other professionals and to attract new referral sources.
Rebecca Bitzer, MS, RD/LD, CEDRD, is an award-winning Registered Dietitian who is both a seasoned nutrition counselor and successful business owner. Rebecca's passion includes empowering clients, Registered Dietitians and nutrition interns. She employs six Registered Dietitians and six nutrition interns in her private practice Rebecca Bitzer, MS, RD & Associates. In 2011, Rebecca launched the Empowered Eating program (www.empoweredeatingblog.com), designed to provide hope for people struggling with eating disorders. She is on the leadership committee for SCAN’s DEED sub-unit and is excited to be the private practice chair of NE. In 2014, Rebecca co-authored a workbook for Registered Dietitians called Welcome to the REBELution: Seven Steps to Creating the Nutrition Counseling Practice of Your Dreams. In 2015, Rebecca co-authored a workbook for clients titled Taste the Sweet Rebellion: REBEL Against Diets
Present Yourself
Georgia Giannopoulos, RD, CDN | Guest Article
It was a cold night. I was home in New York, opening and sorting mail, when I came across a rather interesting package: my first invitation to present at a large conference. Travel to a hot destination to do something I love? Score!
Shortly thereafter, I learned that someone had attended a small talk I had given locally, enjoyed it, and recommended me to present at the conference. It ignited a buzz which like a domino effect led to several opportunities that have helped build my brand, career and life. Without intending to, I started a word-of-mouth marketing campaign just by doing something I love: creating and delivering presentations. Here are 10 of the tips I've learned:
1. Good manners go a long way. Accept or decline presentation invitations in a timely manner, meet deadlines, say please and thank you. People like to work with competent, professional and respectful people.
2. Create clean slide decks. Ensure content is clear and readable from the audience's perspective. Don't write everything you intend to say on a slide; people can probably read without you. You and the individuals in the audience bring something special to the moment; explore and enjoy this.
3. Use pictures and/or props to illustrate key points. Words are just words; show people what you want them to see. Stimulate the senses. If linking to video clips or other media, test this on location beforehand if possible or at least confirm which equipment will be available for use.
4. What makes you special? What do you want people to know about you? Share it. Do you want people to have your contact information? Share it.
5. Share studies. This helps build your credibility. Explain information in a simple understandable way. Include references so people can easily find a study if they want.
6. Try it before you talk about it. Giving a presentation on gluten-free eating? Try going gluten-free. Sharing a recipe? Try making it first. Smart people can sniff false expertise from a mile away.
7. Practice the presentation and ask yourself: Does this make sense? Does it flow? Am I meeting the objectives? If the answer is not a solid yes, go back to the drawing board.
8. Engage the audience. Make eye contact and pay attention to their reactions. Do they look engaged? Keep it up. Do they look bored? Shake it up. Do they look confused? Break it down. Ask questions. Encourage the audience to ask you questions. Tailor your talk to meet their needs.
9. Accept feedback openly. If formal evaluations are conducted, ask the organizer to see the results. Reflect. What did you like? What would you like to change? The only way to improve is to practice, gain more experience, and change what you do in the future.
10. Finally, always be prepared, but go with the flow at the same time. Express yourself, be genuine, and have fun sharing your knowledge. Present yourself!!
Georgia Giannopoulos is a dietitian in New York City. Georgia may be reached at 516-660-9378 or georgia.giannopoulos@gmail.com. Follow her on Instagram or Twitter @GeorgiaGRD.
WHO ARE YOU TALKING WITH?
Barbara Spalding, MA, MS, RDN | Second Career Dietitians Specialty Group Chair
Starting or growing a business can be a somewhat lonely proposition, especially if you work from home or rent space by yourself without the benefit of suitemates or collaborators to work with. When we are in this situation, we often find it easiest, and most comfortable, to reach out to those we already know – friends and family –because they are easy to reach and give us warm and positive feedback when we approach them for advice or conversation.
The problem with this, however, is that this behavior doesn’t get us where we want to go. When you started your business, you probably had visions of rapid growth, great cash flow and an unending list of amazing clients who can’t wait to come back to you for their next sessions. The reality, unfortunately, is often quite different from this image; the solution, fortunately, is easily within reach.
Ask yourself these questions – Whom are you talking with? Whom do you spend your time with? Whom do you approach? If the answer to
these questions is “people I already know and who already know me,” then it might be time to make a change. New clients come from people who need your services, have the ability to pay for your services, are the decision-maker to buy your services, and who are ready to take action to make a change. Does that describe most of the friends and family members you already know?
It is comfortable and familiar to spend our time with those we already know, especially if our business growth is a little slow. Business growth, however, will typically come when we take the less comfortable road – call a local physician or someone else you don’t already know to introduce yourself and let them know about your services, attend a local business networking meeting full of people you’ve never met, or make a new connection with someone from outside your area of expertise.
Now is the time to ask yourself these questions – Whom are you talking with? And, is this conversation really the best way to grow my business?
Barbara Spalding is a second-career Registered Dietitian Nutritionist with a private practice located at a medical spa in East Windsor, New Jersey. Her areas of expertise include weight loss counseling and helping women with their nutrition needs before, during and after treatment for breast cancer, along with business development skill building for RDs and RDNs. In her first career Barbara founded, grew and managed an employee benefits and health insurance agency and consultancy with extensive experience working with small to mid-sized companies. After selling that business to a larger firm, she eventually returned to school to become an RDN. In addition to her private practice, Barbara writes, edits and curates a popular food and nutrition blog, www.secondactkitchen.com, which offers down-to-earth nutrition advice and recipes. You can also find Barbara on Facebook at /secondactkitchen and on Twitter at @secondactktchn.
YOUR OWN RA DIO SHOW?!
Melissa Dobbins, MS, RDN, CDE | Speakers and Media Specialty Group Chair
The media landscape is changing and dietitians must seize new opportunities in order to stay involved in the nutrition conversation. Traditional TV, radio and print opportunities are shrinking while digital ones are expanding. Dietitians have successfully embraced blogging but there are other strategic ways to get involved.
Podcasting is an exciting alternative to traditional media that allows you to share credible nutrition information and resources and gain valuable exposure for your brand and the dietetics profession. While there are some credible nutrition shows by RDNs in the podcast space, unfortunately many more are NOT credible, and are NOT by RDNs.
Registered Dietitian Nutritionists are uniquely qualified to translate complex nutrition information into meaningful tips and advice for the public, and if we’re not part of the conversation, we cannot be part of the solution.
What is podcasting?
Podcasts are digital media files (typically audio, but can also be video) that people can subscribe to through iTunes, via RSS feeds, or other software applications. Basically, you’re hosting your own radio show! Similar to a YouTube channel, you create the content, record it, produce it and share it. However, the technology is more complex than YouTube videos and can be a challenge. On the other hand, it is ultimately manageable, and can be accomplished with little or no financial investment at all.
Why podcasting?
To stand out from the crowd, build trust and make a difference! Podcasts are growing in popularity partly due to the convenience of being able to listen to them while commuting, exercising and doing many other activities that may not be compatible with screen time. Our connection with podcasters is more personal than bloggers because voice inflection, enthusiasm and humor are easier to convey. There are
Elana Natker, MS, RDN | Incoming Director of Awards and Networking
OK, so you’ve now read this issue of Ventures. You’re armed with more than enough tips and tricks on how to market yourself. Maybe you have a website…or a blog; a sell sheet…or brochure. You’re ready to put yourself out there, email up a storm, check your website stats for spikes in visits, and just wait for the requests to come through.
And they might! Unless….
What’s that there? On your website? It’s a typo.
One misplaced apostrophe or misspelled word may seem minor to some folks, but to a potential brand or corporate partner, it’s a red flag. This is especially true if you’re hoping to work in media or communications. Back in my PR agency days (my first career before becoming a dietitian), I knew a guy who nearly got fired for misspelling a word in the headline of a press release that had already crossed the wires. He had relied on spell check, but the headline was in all caps so the error wasn’t picked up.
Typos can signal to a reader that the writer is unintelligent – that she didn’t know the correct spelling, grammar or punctuation. Or, it can be a sign of laziness – that the writer didn’t take the time to proofread her work. In today’s fast-paced world, working quickly is prized, but not if it’s at the expense of being sloppy.
An expression I learned from my husband and that I now share with all colleagues is this: slow down to speed up. Take the time to check your work. If you’re struggling with a piece of writing – be it a blog post or
even an email to a potential client – sit on it for a day and come back to it with fresh eyes. Avoid the temptation to publish daily blog posts to boost your SEO, and instead place a high priority on fewer but higher quality pieces of work. If you can, share a draft of what you’re working on with a friend or colleague. If you’re self-proofing, read your work out loud to hear if it flows. To check for typos, read it backwards so that you’re focusing on every word individually and not the context since our brains tend to fill in blanks we might not actually see.
Here are two of my biggest typo pet peeves:
n Contractions vs. possessive: it’s/its, you’re/your, they’re/their (and there). The first in each series here is a contraction; the second is possessive voice. Check yourself by “un-contracting” the word to see if it still makes sense in the sentence.
n Excessive use of apostrophes: This one bears its ugly head the most around the holidays: “Merry Christmas from the Smith’s!” Sorry – but if there’s more than one Smith, the word is plural, not possessive. Another example: “Had so much fun seeing a room full of RDN’s at FNCEⓇ!” Again, plural, no apostrophe (“RDNs”).
Now, I’m by no means perfect myself (go ahead – tell me about typos and grammar mistakes you see here in this article!) But I do feel strongly that when we present our written work, we need to be as polished as possible. You wouldn’t do a media interview without practicing first and putting on your best outfit. The same ideas for presenting your best self – via the written word – should also apply… especially when marketing yourself.
Elana is a nationally recognized food and nutrition communications expert and spokesperson with nearly two decades of experience working in communications. Her first job was as an on-camera spokesperson, which then led to a rewarding career in public relations, working for major agencies in Chicago, Denver and Washington, D.C. Along the way Elana earned her Master’s degree and became a Registered Dietitian, which allowed Elana to specialize in nutrition communications. Elana is an expert in communications strategy, writing, relationship-building and contract negotiation, specializing in the areas of food, nutrition, health and wellness. Among her accomplishments is being named one of six “Local Nutrition Bloggers to Follow” by Washingtonian magazine within six months of launching her blog. She has also been quoted in the Washington Post, Washingtonian Mom, WebMD and other major media outlets.
How Podcasting Can Help You Build Your Brand
about 245 million active blogs and only about 125,000 active podcasts, making the blogger to podcaster ratio 1950:1. If you look at consumerto-creator ratios, blogs have a 2.5:1 consumer-to-blogger ratio while podcasts have a 552:1 consumer-to-podcaster ratio.
(Sources: Marcus Sheridan of The Sales Lion, and Rob Walch, VP of Podcaster Relations at www.Libsyn.com)
What you’ll need to consider if you want to launch your own podcast:
1. Concept: What is your vision, brand, unique voice?
2. Skills: Communication skills such as writing, speaking, messaging and interviewing
3. Technology: Microphones, editing software, platforms and publishing
4. Promotion: Marketing and monetizing
If you’re looking for a new way to build or grow your brand, I sincerely hope you will consider podcasting. Despite the learning curve, I can assure you it’s a fun and effective way to accomplish that goal. Want to learn more? Come to the NE Spotlight Session at FNCEⓇ session! I’m presenting “Claim the Spotlight! Beyond Traditional Media: Videos, Podcasts, and Self-Publishing” with co-presenter Julie Beyer on Sunday, October 4, at 8:00 am.
Melissa is the CEO of Sound Bites, Inc., where she promotes “sound science, smart nutrition and good food.” She is known as the Guilt-Free RD – “because food shouldn’t make you feel bad!” TM. Her primary focus is on media training workshops and coaching for dietitians, and her blog (www.SoundBitesRD.com/blog) shares free tips and resources to help dietitians enhance their communication skills and gain more visibility, influence and success. For the public, Melissa has her Food for Thought blog and her Sound Bites Podcast which delves into the science, psychology and strategies behind good food and nutrition.
Ventures
Enterprising News & Ideas for Nutrition Entrepreneurs
Kara Lydon, RDN, LDN, RYT
140 Arborway Unit #5
Jamaica Plain, MA 02130
Twitter chats are the second Wednesday of the month at 8 p.m. Eastern time.
n Hosted by LAUREN PINCUS - October: Nutrition Networking 101: Making your time at meetings and networking events like FNCEⓇ or in coffee shops a success!
n November - Stress Less: Tips and tricks to a less stressful busy season. How you can stay on top of it all!
n Hosted by ALLISON STEVENS - December: Set yourself up for success: Rituals of extremely successful people and what you do to take your career to the next level
Follow #NEdpg - Twitter Chats take place the second Wednesday of every month at 8 p.m. EST.
WEBINARs
SEPTEMBER 16 at 7 p.m. Eastern time (6 p.m. Central time, 5 p.m. Mountain time, 4 p.m. Pacific time) - Client Attraction Secrets: Become A Sought-After Expert With A Full Practice Of Ideal, High-Paying Clients presented by Lesli Koskela, MBA, RDN, LDN.
SEPTEMBER 24 at 1 p.m. Eastern time (12pm Central time, 11am Mountain time, 10am Pacific time) - Cannabis Comes Out of the Closet: Dietitians, get up to speed on this healing herb or get left behind! presented by Laura Lagano, MS, RDN, CDN and Donna Shields, MS, RDN
Mini Meetings
May 21, 2015, was the date of the last Dallas/Fort Worth area mini meeting hosted in the home of 2013-14 NE Chair
Jennifer Neily, MS, RDN, LDN, FAND. Discussion revolved around best practices as well as challenges members faced in their businesses. Mini meetings are usually informal and just a great way for area members to network! Several students attended and it's always enjoyable to see their excitement at the energy and spirit of the Nutrition Entrepreneurs’ DPG.
On May 18, 2015, Chere Bork, MS, RDN, held an NE mini meeting during the New York State Academy of Nutrition and Dietetics. We were energized by hearing about all the unique ways our members were earning money and by how everyone was willing to help each other grow their businesses. Business cards were flying and everyone was happily connecting!
April 10, 2015, Massachusetts Academy of Nutrition and Dietetics NE Mini Meeting. Kara Lydon, RDN, LDN, RYT, and Chere Bork, MS, RDN, hosted a mini meeting during a break. It was great to place faces with names we see on the EML.