Do you want to increase your practice? Do you want more clients? More income to show for the time and effort you put into it – a greater return on investment? More fun? I can’t guarantee I can give you all that, but I can share my mistakes, successes, and lessons from thirty-three years of private practice in three different states.

Starting out as a reluctant businessman, I initially avoided marketing and “self-promotion.” But, needing to eat, I quickly taught myself how to generate business. I didn’t have any Rolfing mentors for developing a Rolfing practice, so I sought out successful business people from other fields as models. I figured if they did it, I could.

My Intent

Let’s start the discussion of how to create a successful practice easily, quickly and – most importantly – with joy. Compared to thirty years ago, there is a wealth of knowledge and skill in our community now. I want to tap that resource, and help you tap it. One of my secrets was to adapt what others do to my needs. Usually these other people were not Rolfers. My goal is to be one of those sources for you, and bring in others for you to learn from.

My objective is to serve you, not serve a tradition. Over the years I have received calls from new Rolfers asking what to do when an established Rolfer in their community told them what not to do (i.e., “don’t do any marketing, it doesn’t work”). In every case, I told the new Rolfer: “Do what you need to do. Do what is right for you: what excites you. If an older Rolfer has a problem with that, they can call me.” No one ever called.

What is Wrong?

Let’s slay some sacred cows:

• You should run your business like the first-generation Rolfers did.
• Pleasing those old-timers is more important than your success.
• Marketing is not professional; just do good work and you will have clients.
• Use the old models of marketing or no model at all.
• Don’t advertise.
• Don’t use testimonials.
• Don’t promote.
• Marketing will take valuable time away from your actual practice.

Any of those beliefs will prevent you from creating the practice you want. As Rolfers, we are not alone.  For years, my clients and friends –in every profession from medicine to architecture – told me they didn’t have any useful training in how to create a successful practice. The Rolf Institute taught us the science and art of Rolfing Structural Integration, but not the science and art of creating a Rolfing practice. To solve that dilemma, first connect to what got you to be a Rolfer. It is your passion for Rolfing that will be the fuel for your success.

What You Need

. Passion

To make it easier, faster, and a lot more fun, you will need to connect with your passion for Rolfing Structural Integration. Why did you get Rolfing sessions? What inspired you to become something as strange as a Rolfer? What drives you to get your friends and family to get and receive Rolfing sessions?

. A Simple Plan

Once you have the fuel, you need a plan. How will you apply your passion in your community so it generates success? This plan will change as you progress, but you need a basic outline that guides you.

. Create a Position

In business, a “position” is a stance you take. Also called “branding,” it’s what makes you unique. So you need to find a way to stand out. It should be a genuine mode of expression. For example, one of the positions I took while I had my clinic in Scottsdale, Arizona was practicing Rolfing Structural Integration with elite athletes. One reason I succeed at that was that I enjoyed marketing to them as well as working with them.

Begin feeling what might be your initial position. It can expand, but it is easier to start communicating to a clientele whom you understand and appreciate. That will give you innate confidence and momentum.

. Create a Marketing Plan

First of all, don’t get overwhelmed. A marketing plan can be easy and fun. I will spend time in future columns exploring how to do this. For now, look at places where you can speak, so you can share your enthusiasm about Rolfing. If you don’t know any groups to speak to, call service organizations. They all need speakers. When I moved to Phoenix in 1980, I knew no one. Because I needed to eat, I needed to do something. In spite of my old speech impediment and my huge fear of public speaking, I spoke at a few of these organizations. Taking that risk, putting myself out there, was the seed for my first set of clients.

. Get Support

You don’t need to do this alone. Matt Hsu and I created www.RolfHub.com as a resource for clients as well as Rolfers. This site is still in beta, which means it is still being developed as we invite people to use it. There is a wealth of other free Internet resources, which I will explore in the future.

Use local entrepreneur support groups to assist you in the skills you need to develop a successful practice. These groups can be a good networking source.

. You Can Do It

Most Rolfers don’t fail because of their skills; they fail because of their lack of business acumen. If you can learn to practice Rolfing, you can learn to succeed as a Rolfer.

If I could move to a city where no full-time Rolfer had seriously practiced, not knowing anyone, with no money, with my Asperger’s syndrome and dyslexia, and then develop a holistic medical clinic where I was seeing thirty clients per week – then you can certainly prosper with the help this column will provide. All you will need to do is take risks and learn. Then it will happen.

Owen Marcus practices in Sandpoint, Idaho. For more information see www.align.org.