Small Tweaks, More Clients for Practitioners with MFR Business Coach Heather Hammell [Episode 143]

Molly: Hi, welcome back, my friends. So today's episode is with my new friend Heather Hamel. I was actually on her podcast, um, I guess it was like over a couple months ago. She is a myofascial release therapist turned MFR business coach, and she just has some amazing insights today. We chatted for 42 minutes before we hit record because I was telling her.

How I feel like so many people, like I'm lucky in this regard that so many people love marketing, right? And they wanna jump straight to marketing, especially Instagram marketing. It's like the sexy thing. But I will often like not turn students away. That's not really the right way to put it, but I'll say, Hey.

Don't come to me unless you have these stronger foundational things in place first, right? So you really need to work with a business coach to get the whole client or patient experience and booking and your rates dialed in. Oh my gosh. The way she talked about setting your rates was something I've never even thought about before.

So anyway, I really think you're going to love this episode. And before we get into it, I wanted to let you know that I'm super excited. I am getting ready to launch my second cohort of my brand new group coaching program, my beta cohort of the program just wrapped up. And in typical Molly fashion, I got all emotional on the last call 'cause I only take 10 people and it's this like really intimate setting and I feel like I get to know everybody so well.

And it's just like we spent nine weeks together. I don't know. It's like sad. I'm like, oh, you know, let's keep in touch with everybody. But I will be launching a second cohort and it's gonna kick off on January 14th. But I am opening enrollment at the time. This is airing. It should be within the next week.

The spots last time I was super fortunate. I sold, I was gonna only sell eight spots in the cohort, but I ended up selling 10 because I oversold. For those of you who have been following me for a while, you know that I sold the cohort before I even launched it. We didn't even have, I didn't even send a single email to my list.

I filled the entire cohort just for my Instagram stories. We didn't even have the checkout page yet done yet, and people were like, sign me up. Sign me up. I already have 12. There's 12 people on the wait list that I've looked at, but I am only gonna take 10. This group coaching, I call it the content sprint.

Is either for practitioners or their plus one. So by plus one it can be, you know, front desk, a ca, an assistant, a va, um, whether they're virtual or in person who you basically want to train to do your clinic or office's, social media. So at this time we're recording this, our Instagram management agency is full and we usually stay pretty full.

And in fact, we have a wait list of 45 people. So I just don't like, promote that openly a whole lot. But truly, if you could have someone in your physical office doing your social media, it's going to be so much easier because I mean, yes, we tell our clients like what we need filmed and stuff, uh, and they're, you know, usually pretty good about sending it to us.

But if you could have somebody who's like physically there, they just know more of the day to day what's going on, they're able to come film, video for you. You know, they just, like I said, they know like patient stories and all that kind of stuff. So yeah, it's called the Content Sprint. It's, uh, eight weeks live with me.

I'm teaching you my curriculum for how to become the go-to practitioner in your area using Instagram from start to finish. There are no prerecorded trainings. Everything is delivered live with me. I mean, the recordings are available afterwards if you can't be on live. This cohort, I was super fortunate.

Almost every single person was on live. Every time you are, when you enroll, you're enrolling for your entire clinic. You can like, you can be in there, your front desk, your associate, whatever, like you're basically getting like one enrollment for the whole clinic. After I teach every lesson, every week there is a homework assignment.

So we actually track the homework. For example, we had one student who we weren't seeing any progress from like after the third week. So I'm able in a group that's small to be like, Hey, how can I support you? And turns out they just have like a really super simple question. We're always able to help 'em.

And um, yeah, there's just like a very high touch, a lot of accountability. It's one of my favorite things I've done in my business in a really long time. So to get on the wait list for that, you can just go to molly cahill.com/sprint. We'll put the, uh, link in the show notes and I'd love to, uh, see you on the inside.

Okay, so like I said, without further ado, let's hop into this episode with Heather. I think you're gonna love it.

Hey, welcome to Holistic Marketing Simplified. This podcast boils down to the fact that we wholeheartedly believe that more humans need to know about holistic health solutions, and you didn't go to school to learn how to be a full-time content creator and show up on Instagram and do all of this marketing stuff all day, every day.

So let's come hanging out while we chat. All things ease in your marketing and my goal is that you shift your mindset around your marketing from a quote, should to a I get to more dream patients and clients. Yes, please.

Morgan: My name is Morgan Adams and I am a holistic sleep coach in Richmond, Virginia, and I listen to the Holistic Marketing Simplified podcast.

Molly: Okay. Alright, Heather, welcome to the show. We have sat here and uh, for those of you listening, we have chatted for 42 minutes before I hit record. So much. I love you. Yes. I just, when I first, uh, one of our mutual friends, Laura, who was actually, she was on the show a while back, Laura does, uh, SEO and Laura helped me with some SEO stuff and that's how, but she really does a lot of local SEO stuff, right?

Yeah, she does, but

Heather: she's, I just hired her and we're working through massive SEO project.

Molly: Yes, same. She did the same for my website too. And I'm not local. She introduced Heather to me and we just hit it off. And Heather is a myofascial released therapist. Turn business coach, yes to MFR therapist. I just think that's such a cool niche.

And now because of Heather, I'm going to have MFR for the first time like in two weeks. So I'm very excited. But Heather, welcome to the show. Thanks for having me. I'm excited to be here. Yeah, yeah. Tell us a little bit about you and make sure you include the part about your husband's story. 'cause I think that's cool how you got into it.

Heather: Sure. So I graduated from Eastern Washington University with a degree in social work. I promptly got married the next week and my husband and I moved from Washington State to Maine. Then nine 11 happened and he got deployed. He was in medical residency and he was in the Navy Reserve, so he got, he got deployed and that kind of changed the trajectory of our lives.

One, he came home injured and had to have many surgeries, was physically disabled and, and he, we were young. I was 21 when we got married. He was 25 surgery after surgery Anyway, in the meantime, I went to massage therapy school. And graduated and became a massage therapist because social work wasn't working out for me because we kept moving around.

So like I would get a job and then we would move and so that was kind of annoying. Nice. So I was like, what can I do where we can move all of the time? 'cause we planned that we would then be in the military forever. Jos also side story. This is gonna be a long story long, but that's all right. We got out too.

We didn't stay in the military for that long. But anyway, we did move a lot. I became a massage therapist was doing massage. My husband came home from his deployment. He was injured. We ended up having a baby. He ended up having another surgery. We ended up moving to Minnesota and I was gonna set up my massage business, and I had two more babies after that.

And I met a friend who was getting these brochures in the mail from John Barnes. John Barnes Myofascia release. She said to me, when your last baby is a year old, would you go to one of these seminars with me? And I was like, absolutely. I will go with you. Like I need a break from my life.

Molly: How old are your kids

Heather: now?

They are two are in college and one is a junior in high school.

Molly: Oh my God. I need your like skincare regimen. 'cause I thought you were younger than me. Thank you. Geez woman. Thank you. Y'all wait till you see the video clip of this. She's like glowing, but okay. It's 'cause your fascia's all where it needs to be.

It's Jane, Dale. No, I was gonna say it's 'cause you're Fascia. Fascia. Is it fascia or fascia? It. Fascia

Heather: is doing. Doing amazing. Yes. Yeah. Okay. So. My daughter, my baby turns one, and I go to Sedona, Arizona. Basically just to have a break from my stressful life with my friend who's a massage therapist. I ended up finding a lot of hope that could help my husband at that seminar, first of all, I was like, who the hell is John Barnes and why do I need to learn anything?

I know it all. Like I was kind of a know-it-all before that. I'm glad that that didn't get in my way. So the seminar was great. He basically said that. People don't have to lose hope when they've been in chronic and unexplained pain. And even when you have explained pain from like a botched surgery or a wrong site surgery, which is what happened to my husband, unfortunately, you know, he was left with excruciating nerve pain down his legs from a wrong site surgery in his back.

Very debilitated. Like he could barely walk. And this guy used to carry, we had a canoe when we lived in Maine when we were first married. And he would carry this old town canoe like on his shoulders and it was huge. And we would go hiking and we would ride bikes and he was very physically active. So all of that to being in a wheelchair and using a walker and a cane at all times.

And just like basically being able to just function for daily activities and then collapse at nighttime. 'cause he was in so much pain. So I come back from Sedona and I'm like, listen, I think that you could get better. And I was like very excited. 'cause years had passed like this, you know? Yeah. And he's like, well, I guess I could try it.

So we scraped together all of the money that we had, which was very little, and we sent him to Sedona to do a two week intensive at one of John's clinics over there. And he did. He did great. Like he, he showed up there in a wheelchair using a walker, using the cane, and after like three hours of treatment, he went and he climbed Cathedral Rock, which is one of the vortexes in, in Sedona.

Yeah. And it was like amazing that he was able to do that. And that was like off of all of his pain meds, like off of everything. 'cause he really wanted to have a full experience there. And so he made himself go off of all the hydrocodone and off of all the fentanyl patches, like off of everything. So it was a true, true, true miracle.

And that got me thinking like I am, this is, I can no longer just be a massage therapist, like I have to become an MFR therapist. And so I took all of the training and did that for years and years and years. And then in 2020, you know, my business was open, then it was closed, it was open, it was closed. And I hired a business coach for the first time and I was like.

This is something that's missing in the MFR community is people don't have access to business information. Like we, our skill level is amazing, like we're varsity skill level, but none of us know how to talk about myofascia release. None of us know how to sell it. None of us know how to price it, and we're all underearning, and that's why so many of us are burning out.

And so I just went on a mission to make MFR mainstream after that and to help therapists get there. By never underearning and never burning out. So that's what I do now. I coach m FFR therapist,

Molly: so you can see. You made me cry. Sorry. No, no. In a good way. It's just such a, I think it's so important that we always anchor to why it is that we do what we do, right?

Or you do burnout and what a strong anchor for you. And it's also a strong anchor for me to be like, if, you know, the two of us can help. These practitioners, whether you're an M FFR therapist or chiropractor, an acupuncturist. Mm-hmm. Whatever. Yeah. Restore hope for people who have none. Then I, 'cause I get a little gremlins sometimes.

They're like, you do Instagram like that social media is like the devil. Like you do Instagram. This is so silly. Like, you know what I mean? Then I have to remember. What if your husband had never, I mean, yes, you, you found out a bit, but say someone like your husband saw a Instagram post and that's how they came into care.

Yeah. Yeah. That's just so powerful.

Heather: Right? Well, and Instagram is the new brochure, right? Mm-hmm. Like I got that brochure in the mail, or my friend got that brochure in the mail. It was before social media. I think you still had to have a college account to have Facebook at that time.

Molly: Yeah. Oh, I remember.

That's how old I'm the.edu email address. Yeah. Same. No, it came out my freshman year of college. So, yeah, so thank you so much for sharing your story with me, and that's so cool, and I can't wait to go have my first treatment. I'm so excited. I'm excited for you too. I hope it's very helpful,

Heather: but I agree too.

Like it doesn't matter what modality you practice, like that ability to install hope, instill hope, or like give someone any amount. Of hope so that they can keep going and keep investigating whatever they have going on with them. Mm-hmm. Like there's so many things out there that can be helpful.

Molly: So I can't remember if you and I talked about this when I was on your show.

'cause if y'all should go check out Heather's podcast. I actually was in medical sales and did I tell you this? I called on pain management clinics for six years. Yeah. So I called on pain management and also addiction clinics. Mm-hmm. For six years. I just kept thinking to myself like, there has to be a better way.

And don't get me wrong, like there are times when like my aunt has a, um, brain tumor and a tumor on her spine. Like there are times when you need pain meds and you need Western intervention and you might even need a pain pump. You might need whatever. Like I, I'm not saying there's never a time for that, but I also always wondered every day when I was seeing these people, like if there had been like, there's gotta be a better way, there's gonna be something.

Because right now, like I, when I had terrible sciatica when I was 22, I went to my doctor and they were like, well, here's a heel lift for your shoe and muscle. Well relax. They don't have answers. Like they don't, and it's not their fault. That's just not what they're trained, trained in, you know? Yeah. I just kind of wanna make things like this, the mainstream, and it seems like you and I just have like a very similar mission and that's really awesome.

Yes. So I love, thank you for everything you do. Um, okay, so I know you could probably spend hours talking about this, but if you had to like pick like top three, I don't wanna say mistakes, but really it's mistakes, like things that, and it's not their fault, right? They weren't trained in business. What are the things that you kind of come in first and you help people sort out and prioritize?

Because I, because I think this will pertain to so many of you, even if you're not an MFR therapist.

Heather: Okay. So first thing first is figuring out your facts and data so you can set your rate based on facts and data. So many people are looking over their shoulder at their neighbor and like looking for the going rate for services.

My opinion on that is you never know who. Helped inform the decision to get that rate in the first place. So you really wanna set your rate on facts and data. What are all of your expenses? What are all of your continuing education plans for the year? What are you investing in? What is that gonna cost you?

And how many clients do you wanna see each and every day during the week? So that you can make sure that you can pay yourself. So you're gonna use all those factors to determine your rate, not a going rate, not what someone else is charging. Just my biggest pet peeve is to see someone. I love that charging a going rate versus what you individually need for your business to be sustainable.

Molly: I love that because that's like comparing, I feel like so many times apples to oranges especially, well, not just, I was gonna say not just especially with MFR, but in so many. I mean, I've been to probably five different acupuncturists at this point. I've been to probably 20 different chiropractors.

Everybody practices differently. You have a different amount of time you spend, you have different ancillary services. You can't compare it to the person down the street. Or you can't compare to another massage therapist because you've got so much more training. Yeah, I mean,

Heather: you can, but unless you see their p and l and you know how many people they're seeing, you don't know if they're a profitable business and you might be copying a business plan that doesn't work,

Molly: and I love it.

So it's kind of like reverse engineering, is that what you're saying? In a way? Kind of, yeah, yeah, yeah. The second

Heather: mistake is not setting up social media accounts, not having a Google account, like a Google Review place or Google listing. Then also not having a website for online booking. Like you have to have online booking.

If I have to call you, if someone else has to call you, like you're losing, you're losing customers in your sleep, basically.

Molly: I would love to know their percentage because it has to be super high. I am an extrovert and I still am like, do not make me freaking call you. Don't make me do it. Don't make me do

Heather: it.

Yeah, yeah. Don't make me call you. I don't wanna, don't make me call, you don't make it like a snake funnel where I have to like email you first and then maybe you'll email me back and then we're gonna get on a couple. No.

Molly: No. Yeah, make it, keep it simple. What would you say are the biggest, um, 'cause I can hear people, I've heard it all before.

Well, I can't do online scheduling because I have blah, blah, blah. What? What do you hear there? Yeah,

Heather: there is no excuse that I've heard so far that made it so someone couldn't have online booking. The top complaints are. I need to have control over my schedule, so I can't do that. Like, it's a loss of control, whereas like, I think it's ultimate control because you just literally take the time to block off when you're not working.

Uhhuh, so people can only book when you want to work. It eliminates the, do you work on Saturdays and do you work after five questions?

Molly: You know, I was just working with a, um, hormone doctor virtually, and I was like, Hey, you need to have some type. Uh, they were like, well, no one's DMing me to book. I was like, a, it doesn't even say DM me to book and b.

You need to set up an online calendar, and they were like, well, then I'd have to update it every week. I'm like.

Heather: What? When do you wanna work? Yeah, just put those hours in. Yeah. And it shouldn't change week to week really. That seems stressful.

Molly: The only time I go update my online calendar is if like I'm gonna be on vacation or, but it's usually once it's synced with your Google calendar and you've marked yourself as busy, like most software is going to be able to figure that out.

Do you have a, a program that you like best or website people that you like best?

Heather: You know, I think there's so many out there available. I can't really say the best. Best one. Whatever works for you and what you can afford and that does the things that you need it to do. Right. Does it allow people to schedule, does it allow you to hold a credit card or take a payment?

Mm-hmm. I do think people should pay for their first appointments. It eliminates last minute cancels and no shows. No shows. And then does it give, provide reminders? That's the basics. Most, most systems out there do even the really cheap ones.

Molly: Yeah. I mean there's like, you can even use Calendly, but I don't know if that's HIPAA compliant.

You would know more than me, but I don't

Heather: know. Yeah, you'd have to check it out, but I think it gives you so much more control when you have, when you have that. Yeah,

Molly: I completely agree. Okay, so that was the second. What was your, what would be your third one? Or unless you wanna talk more about like Google actually, before you go into your third.

Lemme talk more about Google. Well,

Heather: I mean, as far as like setting up Google, allowing people to leave you reviews, like and be a real person, you know, people are Googling you, they are looking for you. So having that Google listing is a non-negotiable. Make sure you have pictures of yourself on there, of your space.

Even if you just do the bare minimum, Google is gonna pick that up and it's gonna serve you up to people. You look like a real person in a real business and people are looking for you to be real. And this ties in with your, with the third thing, which is have a website that's, that has information about who you help, what you do, what the results are from working with you and don't have your website as.

Tribute to the modality you're trained in, right? Mm. Like people don't care. They just wanna know that you can help them. So make sure that when I land on that website, I know who you help and what the results are gonna be and how I book an appointment with you. That's all it really needs to say.

Molly: So that brings up a great question.

What do you find people are actually. Searching, like, do you feel like MFR is mainstream enough now that there's more searches, people looking directly for that, or do you think people come like through the PT route or through the massage route and kind of mm-hmm. Come into it that way?

Heather: I think it comes from all the directions, because now I know for sure from my group coaching that we've got physical therapists, chiropractors, nurses.

Mm-hmm. Occupational therapists, speech and language pathologists and massage therapists, all practicing. The same training of Myofascia release, right? So lots more people know about it. Lots more different Mo um, organizations know about Myofascia release. I think that people are Googling in the middle of the night how to cure neck pain.

What can I do for my low back? I can't sleep because of X, Y, and Z. And then the search engines are pulling up these people's websites that have those keywords on them. So when you're really intentional about explaining what you do well. On your website, it's gonna help you to get pulled to the top of the list and served up.

I love that people are getting found in chat GPT now.

Molly: Oh yeah. We had that happen with a client last month. Yeah, I had it happen with a client yesterday. That is so cool. Yeah, she um, she screenshotted it and sent it to, well she didn't screenshot it. She, wait, I'm telling the story wrong 'cause it was a patient that came in to her who was like, I found you.

Her daughter had scoliosis. Chad, GBT was like, based on everything you've told me in your area, Caroline is the best. This west, you know, is the best place for you. And I was like, wow. Yeah, I need to do a whole episode. Have somebody come on and talk about a EO, like the answer engine optimization that's happening now.

I think that's, I've

Heather: never even heard of that yet.

Molly: Okay. Yeah, it's called a EO instead of SEO. It's like, wow. I know. I think it's kind of the wild, wild west right now. And it is. It. I don't, I think people know enough about, I mean, I think it's kind of similar to SEO. It's like as long as you're being, like you said, super specific, that people will find you that way.

Okay. So let's talk about too, like from a marketing standpoint, what are some of the common mistakes that you hear or see people making when it comes to like marketing their services? You mentioned to me like selling time on the table or. That is one of my, like you said, the modality itself versus the outcomes.

Yeah, that's

Heather: one of my peeves is like the selling the modality itself. So you, you see these long posts that go on and on and on about like fascia. Well, I think some people are interested in fascia. The majority of the client is interested in how does this help me? So you wanna like get to the point that, and people are busy and they're scrolling, like everything is a scrolling society now.

So if I have to read for 25 minutes in order to get to the point, I'm probably not going to, unless I'm really bored. Or like in the bathroom, I guess. I don't know.

Molly: What's that funny meme that's like. What was it? Something like, you might've only gotten seven likes, but most people are scrolling while they're, while they're on the toilet or something like that.

Yeah. Like, I thought that was funny. Um, like I said, the other thing is you said like time on the table. Mm-hmm. So in marketing it's always like, sell the, sell the sizzle and not the steak. So you wanna talk about that a little more as well? Yeah.

Heather: So I wanna know what I'm buying. Am I buying six hours with you or am I buying the ability to run?

Yeah. Oh, I love that. And when you're just much more plain about it, people are like, oh yeah, I haven't been able to run for six months and I'm a runner. I need to run. Right. I'll definitely buy that, but I don't wanna buy, you know, no one wants to buy six hours of. Driving across town and laying on a table and having to change clothes, and you don't really wanna buy that.

So make sure you're not selling that and it looks like you're selling that. When I land on your page and you have like. 50 different things that I can choose from.

Molly: Oh yes, I've seen this a lot. So say more about that.

Heather: I think, and this can, this can translate for lots of different professions, right? If I land on your page and you are, let's, we'll just go with Ash release therapist, 'cause that's what I know best.

But yeah, fill in the blank. Acupuncturist, whatever. Massage therapist. If I land there and you've got a 30 minute session, a 60 minute session, a 90 minute session, and then four different varieties of all of those different sessions. How do I know as the lay person, like what I need, if you break it down for me and, and an hour of your time is an hour of your time and I'm just buying that one session and I know that I'm gonna get what I need out of that because you're selling that to me, it's a lot easier for my brain to opt in.

You know, I'm in my late forties now. If I land on a page and there's a hundred different choices, I'm probably leaving before I make a choice because it's just too much for my brain, even if it's something I really want. For example, I was, yes. Just on the Oregon coast, and I love to get a weekly massage, and so I was like googling, you know, massage therapy.

So I would find a list of things and then I have to go to the page, see if it had online booking first, and then if it had online booking. Okay. Do they have openings? And if you got 50 different choices for me, I have to search all of those before I find if you have an opening or not. Like it's just too, it's like a full-time job.

I'm probably not. Yes.

Molly: This, this actually ties in perfectly to one of my pet peeves as a patient or client is when, and I know you have a lot to say about this, is when I come in and it's like, well, okay, you're not the authority on the topic and you let me dictate and decide my own care plan. Call it what you want.

I don't know what you, if you would say care plan, but it's like, okay, I've had this issue for this long, like here's my professional recommendation of what you need. Versus so many times I've had people be like. Just, you know, when do you wanna schedule again? I'm like, what do you mean when do I wanna schedule again?

Like, when do I need to schedule again? I've told you, yeah, the

Heather: outcome I'm looking for, it's optional or not. Like, am I gonna get better or not? If I see you, and I think you as the caregiver have to be like, here's what you came in with. Here's what I saw during treatment, and here's how I'm going to treat you so that you can have the result that you wanted when you came in here.

Do you wanna do that?

Molly: It's that easy. Yeah. And yeah, I can't remember the name of the book so somebody can DM me if you remember it off the top of your head. But it's that whole like sale and people hear the word sales and they're like, I don't wanna be salesy. I'm like, well, someone has a problem and you're not giving them what they actually need to get better.

I mean, you're doing them a disservice. They just wasted their money essentially, but coming in one time because it's not enough to actually get them the result they want. So you're not being salesy. You're actually like doing them a disservice if you don't quote sell them. And so I just preface that when I'm gonna say like sales technique.

'cause I think people think of that as like something gross, but. Yeah, it's that whole, like you've probably heard it before, like, because you've told me that you want to run this marathon in June, yet you've had this pain for this many months. I'm gonna recommend that you come see me. X, Y, Z. Yeah. And it's like, ah.

It's like the oldest, like I said, I don't wanna say sales trick 'cause it's not a trick, but it's just like a, it's a conversation. Yeah. Conversation's like, oh, you hear me and here's your professional recommendation.

Heather: And that client has spent the time to make the appointment, drive all the way to you, change their clothes, get the treatment, and now they are leaning into you to be the expert in the room.

They, their expertise left the minute they walked into the room. Like now you are the expert. Even if you have the same training. I always try to get that across to my myofascia release therapist. Even if you're treating another therapist, like for that period of time, like you are the expert in the room, doesn't mean you.

Supersede the decision making power that the client has, but you're gonna give them an expert recommendation and then they get to opt in or opt

Molly: out. So in structuring your like quote packages. If you are someone who does offer multiple modalities, how do you usually guide people through that? Like talking about their, well, usually we,

Heather: I try to get people to pare it down.

People love to come in with all of their different things, right? And they're like, and I love every one of 'em and I'm not gonna change any of it. And I'm like, that's awesome. You don't have to change it at all. But what I see that works is when you sell hour long chunks of time with you and you can do whatever you want during that hour.

People don't have to know that you're gonna do hot stone and a steam bath and a hot rag and a like what? Whatever else you're doing. I don't know. Essential oils. Whatever. So people don't actually have to know what goes on in that hour. You get to, you can customize it using all of your skills and everything that you do, but they're paying you for an hour of time.

So if you do a package, it's just six hours of that time and you save X amount of dollars. It's gotta be juicy and delicious enough that I wanna give you a chunk of money in order to have that savings as well.

Molly: I

Heather: love the juicy and delicious. That's great. I'm gonna use that. Okay. And the other thing with packages is, is let people know what the discount, the full cost savings is.

Don't tell me it's 9%. Mm-hmm. Yeah. I wanna know in dollars '

Molly: cause I'm not doing the math. Like you have to do the heavy lifting. So do you usually recommend people sell it then as like one bigger. Chunk,

Heather: I recommend that you sell a package based on when you think clients will have a transformation, right?

So if you feel like most of your clients have a transformation in six sessions, why don't, why not have that be your package? Yeah, absolutely. I love that. And then be willing to sell it again and again and again and again. It's not a six and fix. It's just a six and let's see what happens and then we'll do it again.

Molly: Okay. What else? What other, are there any other like mindset blocks or visibility blocks or anything like that that you see? Because I see this a lot, I feel like with. When I say we, we gotta see your face. People are like, well, you know, I don't, I don't know. Oh yeah.

Heather: Visibility is definitely a mindset block for sure.

Like, I don't know how many therapists I've worked with that don't want to put their picture online. They don't want people to see them. But what it does is it creates safety for your client to buy from you. So if you're willing to maybe be vulnerable to create that safety for the client, that is, you know.

Reserving this time to come see you paying you a bunch of money. Could you be vulnerable enough and create safety for them that they wanna come and see you too.

Molly: You know what's crazy? Even we have a, a subscription to this like plumbing service, which we probably don't even need. 'cause it's like how often are we like needing plumbing stuff?

But my husband got suckered into it. But they will actually send you a text with a picture of your technician that's coming out to your house. Mm-hmm. And I'm like, and that's a freaking plumber. Okay. Like, if you're gonna have your hands on me for 60 minutes, you're gonna be alone

Heather: in a room.

Molly: I wanna know what you look like.

I don't care if it's a glamor shot, but like, yeah,

Heather: just like that's wild to me. Right. And then when you have stock photos on your website and then they show up and you're completely different from the stock photos, like it's a little bit like it's alarming kind of to your nervous system.

Molly: I think. Yes. My business coach always says it's, it's like fracturing trust.

I would also say that it's the experience that you have from, well, you know, I told you I'm going to get treatment in a couple weeks for the first time, um, the person I'm going to has been lovely via text. I'm like, oh my gosh, we're gonna hit it off. Great. But my very first impression was not great because the photos on the website look like acupuncture.

Like not even what they, they do dry needling, but it didn't even look like I'm familiar with dry needling, and I'm like, that's acupuncture. Like there's a difference, you know? Yeah. It wasn't a picture of the actual modality. Yeah. There's no photos of the actual office and. And their name isn't

Heather: even on the website, I don't think.

Molly: No, it's not. Yeah. And there was a request to book, you know, the request to book part. And once I filled in my information and I submitted it, I didn't get a popup that was like, this has been submitted, we'll be in touch. And so I was like, do I need to do it again? Did it go through? Yeah. Um, questions and luckily she emailed me right away.

She's been great, but it still puts that, just that teeny seed of. Are they professional? Do they know what they're doing into your client's mind? Yeah. Whether or not you think you're like, oh, people don't care. They might not consciously be aware that it, but it really does make it. I mean, also, I'm just like a snob when it comes to we, it's a whole long story.

I was telling my brother this morning, we're dealing with some stuff with my, um, grandfather's, the state and the attorney. You have to like send him a check to pay him. And I'm like, dude, there's no telling how much money you're making and you're, I have to mail you a check. Like this is absurd. I could just do an E.

Where can you make

Heather: it a luxurious experience for your client? Again, this goes back to you deciding all of the heavy, all the heavy steps. Mm-hmm. All the heavy lifting, all of the barriers between a client finding you and booking. Where are you the barrier.

Molly: Okay, I this, I'm gonna throw you a wild card so you know, full permission to edit this out if you don't have a good answer for me, but, all right.

I love to talk about aesthetics and like the ambiance inside of the office. Do you have any guidance around that? Is that something you ever, like the patient or client experience?

Heather: Yeah, that's an interesting question. I don't know that I've ever coached on that or given much guidance on it. I would say.

For me as a client, like I need it to be cl, I need there to be clearly marked parking and where I come in, and then it needs to feel clean. Mm-hmm. And safe. So I don't wanna change in an open room that just has a divider. I wanna change in a room where there's curtains open and I don't know if people can see in or not, you know?

Molly: Yeah.

Heather: I think that stuff really matters, like client feeling safe and secure, that stuff really matters. Yeah. And then I do think that the ambiance matters as well. Like it should be warm, it shouldn't be freezing cold. Yeah. It should be able to change the lighting, those, those things. But when you're coming in for Myofascia release, it's a little less spa focused and a little more.

Like results focused. And so I don't know. I don't know that I have made that a focus of any of the coaching that I've given.

Molly: Yeah, I was just curious because like I said, I've had experiences where, like I said, I've been cold or I've been under like very harsh fluorescent lighting. Yeah. Or very just like, ugh, like.

This feels I can't release anything because I'm feeling like, like I'm like shivering crazy. I'm on these lights crazy. I feel like I'm being interrogated. You know? I mean, yeah.

Heather: Yeah. This is, well, like having options available, like could your table be heated? Could there be a heated blanket or a blanket available?

Just because you need to be on skin and you need to see the body doesn't mean your client has to suffer.

Molly: Yeah.

Heather: That's

Molly: for. So anything else that you, we didn't cover that you wanna, I think that covers a lot. I mean, yeah, you gave a ton of great information and, um, how can people work with you?

Heather: Yeah, so I have two coaching programs.

My introductory coaching program is a 12 month foundations program where I teach anyone to get fully booked and to make money in their practice. It's all focused on Myofascia release therapist, but it's applicable to any service-based business. So we won't, we won't keep you out, but you'd be around a lot of MFR therapists if you joined us.

Yeah. And then, um, I have another program that's more of an advanced level, and that's a six month program. It's called Beyond 100 K, and that's where I take people that are fully booked and help them to have extra profit and run their businesses. Calmly. So they've set up all their foundations. They have a website, they're fully booked, but they're not necessarily like feeling really confident as a business owner.

So that's where we really go hard into creating that calm and ease in the practice and making sure you're paying yourself six figures. I love that. So how can we, how can people find you? Um, if you're just coming into my world, I have a podcast, the MFR Coaches podcast. It's available on all of the platforms.

I also offer a webinar every month, multiple times during the month for my Foundations program. So you can sign up for that by going to the mfr coach.com/webinar and pick, pick a date that works best for you and that'll get you on my email list and you'll. You'll hear from me often.

Molly: Sounds great. Well, thank you so much for your time today and, um, I'll keep you posted how my first treatment goes.

Awesome. I'm so excited. I love that for you. Thank you for listening to Holistic Marketing Simplified, and hey, you know how every podcaster at the very end of their episode asks you to rate and review their podcast? Well that's because it's super important. These podcasts take a lot of time and heart and effort to produce, to bring you free information.

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