Branding. You hear it all the time. What is it?

Branding is simply making sure that you and your business are is unique enough to be recognizable and singled out when in a group of similar businesses.

The most basic branding is a logo or a sign. In addition, signature colors or a unique aspect of your business or personality can be branding.

You may think that being an acupuncturist or a healthcare provider is your brand. It is, but it should be more, especially if you are promoting that brand online.

Recently on Facebook a number of practitioners started sharing their pages with each other. Each page grabs some of the same news items from other pages and then still more people share them. As people see these news items about acupuncture or natural health they become part of the acupuncture brand, not the individual practitioner’s brand.

One way to make a personal brand is instead of sharing generic health related information, share information of interest to your patients. This way, when they see something from you they pay attention. This also works in reverse. When they see something about acupuncture, your patients will probably think of you specifically.

What is of interest to your patients? Consider, who your patients are. They have a community. Local events that promote health and wellness are great things to share. If you work with runners, sharing any news or information about running, including timely information about marathons (both local and not so local), running shoes, gait or any other information that deals specifically with running. If you work with fertility, then any news about fertility and health will probably be devoured.

Who are you? One practitioner shares a lot about her dog on her Facebook page because her dog is a big part of her life. People know about her dog. The dog becomes part of her own brand. Connecting and re-sharing information from veterinarians and other acupuncturists who specialize in pet acupuncture could be another part of her brand that she shares which her patients. This means that what she shares is not only useful for their own health but their pet’s health as well.

What particular passions do you bring to the treatment room? That’s part of your brand.

If you’re good with photo editing or have someone in your office who is, when sharing photos give them a border or a watermark in the colors of your clinic to brand them as yours. Alternatively, you could place your clinic logo on the corner of your images so that they become unique to you. This is particularly true if you are sharing on Pinterest. For those who don’t know, Pinterest is a site where people share photos only with little or not text about the images.

Branding is who you are. Make it professional but also it make it you, whether that’s playful and fun loving, serious, bookish or edgy. Find your signature colors and passions. When sharing on social media sites use those themes through your page for the majority of your posts so that even if people don’t see your name or link on a similar image or post, they think of you. They may even share that link on your page for you because it fits.

The Energetics of Fat

This post isn’t the post I was hoping to write because I have no way of really determining, energetically what is fat.  Apparently the ancients didn’t actually define when there was too much fat. I think, looking at constitutional types that they understood that fat was relative. Looking at nature they saw that some trees are thin and willowy and others are shorter and more solid. As with trees, they knew there was room for any type of body for humans too.  A larger percentage of body fat was probably considered a good thing in an era that was often plagued by starvation.

Even in the United States in the modern era, what constitutes “too fat” versus normal weight has varied greatly.  So where to start?

Personally, I wouldn’t treat someone just coming to me for weight loss. Chances are their dreams are doomed to failure and I wouldn’t feel good about taking money to contribute to that failure.  I have had many patients come for other things and then ask me if acupuncture can help people lose weight. This question comes from people who probably shouldn’t lose any more weight and those who are probably hoping for a two hundred pound miracle.  I have long said that I can help their body optimize it’s fuel usage and create better health which might lead to some weight loss. I can deal with fatigue, with specific cravings and with bloating (which is a huge help to those who carry most of their weight on their belly).

As I have learned more about size acceptance, at this point I’d probably add that I can help them get healthy and love their body as it is.  I know most folks probably wouldn’t love that answer but that’s the best one.  Additionally, I think that it’s worth considering that anyone who has maintained a stable weight for more than a year is probably at a good weight for their body, whether or not it’s culturally fashionable.

However, not everyone believes this so what are the things to look at when dealing with people who want to lose weight.

  • Look at the Spleen

Every acupuncture knows this and it’s probably the first place that will be worked. We think of the spleen as being deficient and so we tonify that energy and work on the dampness because fat is dampness right?

We ought to look at some overlooked factors that have gone in to the spleen qi deficiency. Diet food is a big one. Right, I know, how could a fat person have eaten enough diet food to affect the spleen? We don’t know what fake sugars do and we are only now learning that they can give a greater sugar reaction when ingested at the same time as real sugar. This means all those folks living on “diet” drinks and then having meals that may contain only small to moderate amounts of sugar may actually be placing a very large burden on their pancreas.  Anytime there is a burden on the pancreas, there is a burden on the Spleen

As I always see the Spleen as part of the spleen/stomach polarity, I think we need to look at amounts of food and how often someone eats. Fat people often skip meals (yeah I know, you thought they were all always stuffing their faces) trying to lose weight. Again, this creates a problem in regulating blood sugar. They also tend to eat meals that are too small (again, yeah, that’s right, they don’t stuff themselves) so this can play havoc on the spleen/stomach because there’s not enough nutritive energy for the body.

Finally, if someone is eating food that’s good for them but gives them no psychological nourishment, encourage them to eat things they like, at least a little bit. No one has to live on ice cream and cheese cake, but unless there’s an allergy there or some other health reason (besides the “need” to lose weight) they need to have a treat. We all need to eat things that nourish us physically, mentally and spiritually. I’m sorry but very few “low calorie”, “diet friendly” foods do that. And diet food doesn’t typically nourish us on any of the levels.

Your fat people are starving, in many case quite literally from lack of nutrients and in nearly all cases from lack of eating pleasure. Even when they try to eat things they love, they are often so consumed by guilt that they don’t enjoy it the way they should. Let’s break that cycle. Remind them and badger them to eat things they love, at least sometimes.

Make sure you move the middle jiao–it needs some help.  If there is tummy weight this movement will help any bloating so they get the sense that they’ve lost weight when they haven’t really changed much.

  • Look at the Liver

Now, we tend to understand that stress plays a roll in weight gain and let’s face it, we’re all stressed.  Further, fat people get stress and stagnation from biting back a lot of body shaming that comes from outside themselves. All those folks who have told them they would be really pretty or would do really well if only they lost 10, 15, 25, 50, 100 pounds.

The liver is also about self esteem.  Think about all the times those same fat people have lost 10, 15, 25, 50, 100 pounds and gained it back and more. Their self esteem is pretty low. Now consider that they may be out walking, getting exercise only to be told their fat and ugly and need to get out and do something about that. Yeah, that happens when fat people go hiking.  Then they hear how all these other folks have successfully lost all this weight and they wonder what’s wrong with them that they can’t. Sadly, society reinforces the idea that it is something wrong with them that they can’t lose weight.

It’s probably not about them,  but energetically this has been internalized. Move the liver. Also, I find that liver 1 and liver 14 together are great for improving self esteem.

Liver is also about movement, so a good working liver will help move that damp, so as the person’s body gets more balanced, they will naturally move the energy where it needs to go.

  • Tonify the Kidneys

I don’t know what effect poor diet has on the body overall but even those who eat a great diet with lots of vegetables and some good fats and protein are probably not getting the nutrition they think they are. It could be their body’s absorption but I think it also has to do with the food we eat being less nutritious than it used to be. This means that the kidney energy, the Jing, is being depleted faster than it did in previous eras. The kidneys need energy and we need to do everything we can to support them.

Also, consider fear. Yeah, people who are fat are scared. They aren’t scared of what normal weight people are afraid of, that they might get fat, they’re scared of going out and being told they are too fat to be treated with respect. They’re afraid that because they’re fat they may always be fat and that means they won’t ever achieve their dreams. This feeds into the self esteem issues that are culturally imposed. Treat the kidneys.

  • Treat the Heart and Lungs

With everything else out of balance, yes the heart and lungs are probably needing balance too.  Depending upon the level of low self esteem you might need to treat grief for those things missed and lost. You may also have a sort of numb depression. Really look and make sure the heart can be lit with a normal fire. It may also be that the heart has phlegm from various agitations during life.

Treating the heart will also help the fat person figure out what brings joy, real joy, true joy to their life. Do they want to live their life waiting to be thin or do they want to break out of the fear cycle and move towards joy? They can be fat and healthy and happy. They don’t need to make a choice. Maintaining a balance is what life is about. Treating fire can help them make those decisions.

  • Do body Work

The best way to know where you body is sore, tired or maybe more toned that you know is through body work. The vast majority of women think they are fatter than they are.  Body work may help them to understand that they aren’t as large as they think they are.  Touch is huge and many fat people don’t get enough of it. It’s a general energy moved and mood booster. Believe me, a loving, comfortable touch may be the most healing things you can do for your fat patient.

And just maybe…

If you live in an area that has a women’s only spa, like we do in Seattle, where women of all ages and sizes can go in to a safe place and take off their clothes for a relaxing day of massage, jacuzzi and sauna, then recommend that. They will see women of a variety of sizes and shapes. Chances are, once they get past their own body shame, they’ll notice that women’s body come in a variety of beauty that’s not dependent upon size or shape.



Traditional Publishing Changes

I’ve been working on my series on fat and have been researching a few things so it’s slow going. I didn’t want to miss posting an article from the Book Coach about changes in publishing and includes some numbers on advances.

This is important to acupuncturists who want to write about book, because they are talking about non fiction advances and the changes that are happening. Most practitioners wouldn’t use a “big” publisher, but if you were wondering what kind of money you might make, this is a helpful article.

What is Fat?

I was going to start on what I saw as the potential imbalances that might cause someone to be fat but being thorough, I wanted to define fat before doing so.

I started with Giovanni Maciocia’s Foundations of Chinese Medicine (yeah, really the older one).  In the index, there is no reference to the words,”fat”, “overweight”, or “obesity”. So I read through the organ systems, paying particular attention to the spleen and stomach areas. No reference to fat. I recall reading somewhere that fat was dampness so I also paid particular attention to any damp related pathology as well as triple warmer. Nothing on “fat”.

Next, I looked through the pathologies of each organ, once again paying particular attention to spleen and stomach. Not one pathology references “fatness” or “obesity” as a symptom.

Finally I got to his chapter on the five constitutional types.  Earth types were drawn as being rather heavy and in fact, it talks about earth types as having a large stomach (looks “fat” in the drawing) as well as large muscles. Water too appears to carry some extra weight all over and is considered a constitutional type. There is no mention of defining this person as fat or treating a water type for being fat.  This is considered a constitutional type that is built this way, unlike the wood type that does look naturally slender.

I also looked in Maciocia’s Practice of Chinese Medicine. Again there is no listing for “fat” or “obesity” in  any of the syndromes or in the index. He does talk about the excess dampness under the skin being oedema but that is different from “fat”.

Of course, overeating is mentioned and the distention of the stomach and fullness that can cause illness when one overeats. Again, this is different from being fat given that the vast majority of fat people did not get there because they ate too much.

This leads me to wonder what people are reading when they talk about Chinese Medicine and obesity. I talked to a friend who is very well versed in Classical Chinese Medicine. His response was that he doesn’t recall reading anything about fat. The ancient Chinese were much more likely to have starvation and famine and underweight was probably a bigger problem. As to treating fat, well you’d go by the imbalances and once in balance the body would find it’s own normal weight (whatever that is).

There is discussion of dampness residing in the muscles, but I’m not sure that it manifests as fat so much as it manifests as that early morning muscle stiffness.  After all, colds often start out that way as well.  It could also be referring, as Maciocia did, to oedema under the skin.

That means that any acupuncture  practitioner who is determining if someone is fat is doing so by modern standards.  So that leads us to BMI, which of course really doesn’t mean anything. BMI is as arbitrary and inaccurate as height/weight charts.  In fact, in 1998, the BMI charts changed so that people in the normal range suddenly became overweight because the classification changed, not because they gained any weight.  Additionally there are a variety of recommendations for different BMI classifications as to what is normal versus overweight.

The other option is the waist/hip ratio. This is great for those of us who gain weight on our hips and thighs. However, if like most earth and water types, one puts on weight around the belly, one will still be considered fat even if it is normal for the person’s constitutional type. I’m not sure what I am. I have a BMI of 33 and a normal hip/waist ratio so do I split the difference and come out “overweight”? Slightly fat?

Even using modern standards, there are no set standards for the point at which a normal person becomes fat. Like beauty, fat, for the most part appears to be a cultural manifestation.  Now I haven’t had the time to look through everything in terms of defining fat to see if there is some objective standard. However, I’ve done as more or more research into this than the vast majority of people who claim to treat “fat”.  For me, this offers a level of concern over why any acupuncture practitioner, who is treating the whole person, would want to treat someone for being fat, when no one has asked what is too much. After all, everyone has some fat, that’s normal.  The question becomes when it is it abnormal from a health perspective versus abnormal from a cultural sense of what is beautiful? That’s not something we can tell by looking at someone and I’m not sure there is anything in the classics that offers me a place to start.


My Big Fat Rant

Recently there was a discussion on Facebook about acupuncturists treating people for obesity. I’d like to point out that treating someone for obesity is not treating someone for a health condition. People argue about this point but it’s true. Fat people can be healthy. Imagine.  They can also be fit. So the idea of bringing in people who are otherwise healthy for health care seems rather unethical to me.

Now, I and a few others who were pro-size-acceptance were asked to stay off the thread so that those who wanted to could learn what other practitioners found to be  effective for working with weight loss. Apparently pointing out that obesity was not a health problem and that we needed to treat the person rather than the “weight” was not considered a useful tip.

The fact is, fat people do go to acupuncturists. Some of my patients were fat. Some of them were not. Many of the fat and thin people had the same health issues. Many of them had the same overlapping constellation of disease patterns, that may have manifested in slightly varied symptoms. If I didn’t need to weigh my thin patient, why should I weigh my fat one?

Several practitioners talked about obesity as if it in and of itself was the problem.

They talked about gathering BMI measurements and taking weight measurements to help them assist the client in promoting better health. However, obesity is not in and of itself a problem. It is often correlated with other problems. Helping those other issues that may go in tandem with obesity is great if the patient comes to you for those issues. If you are actually treating the root cause, rather than focusing on the symptom, you might end up having a person who loses weight on your watch and maybe they even keep some of it off. To say that a fat person is unhealthy just because they have a large BMI is not true.

Practitioners were often quick to point out to the size acceptance people that we were wrong.

There was no scientific evidence used to back up the claims that we were wrong. It was only “common wisdom” that was used and everybody knows “that”. That’s  not an effective argument. Please point out the science behind what you think is wrong. Until then, I’m going to say they’re right. My links have science behind them and they quote it.

I am particularly disappointed that such arguments came from acupuncturists, because “everybody knows” acupuncture has no science behind it.

There were many suggestions on the thread about lifestyle changes, mainly diet and exercise.

Diets don’t work. Neither does adding exercise. Do I really need another link to Shapely Prose?  It’s healthier to maintain a stable weight than it is to lose a lot of weight only to regain it a few years later. That should be obvious to practitioners who are about balance. However, let’s remember balance is not static, it is something that fluctuates from time to time. The most stable systems can adjust and re-adjust on a regular basis. These systems, however, make small adjustments. That means that small weight fluctuations, like one or two or five pounds that get gained and lost are far healthier than fifteen or fifty pounds that get lost and then gained.

There were a few suggestions about measuring BMI.

Apparently, the BMI is “objective” and because of that, taking it and reporting it isn’t a judgement but merely a fact and therefore patients will hear the news that they are fat and will do something about it.

First, BMI measurements are an arbitrary measurement. They’ve been changed overnight so that many normal weight people became overweight, just because someone decided to change the categories.

Second of all, fat people know they’re fat. You don’t have to give them an objective reading. This will not be motivating. Trust me, all fat people are motivated to lose weight and if you actually have an unmotivated fat person sitting in your office, that person isn’t motivated because they’ve failed so many times they don’t want to get their hopes up again.

Or you may have a fat activist in your office, in which case you might actually learn something if you listen to them.

There is an insistence that there is a general consensus that being overweight or obese leads to health issues.

This is not true. At all. Except among people who sell diet products. As to the other side of that argument, please refer back to Kate Harding’s site.

One person suggested that obese people don’t want to change.

Well, maybe. Not everyone does. They may already be aware that those changes you want them to make don’t work. They may have tried things you’ve never considered and they are still fat. So why should they change? Additionally, if they are there for health reasons, maybe dealing with the illness is not the best time for major lifestyle change. It may be that they’re expending all their energy just to exist and get to their various doctor’s appointments.

Now, let’s consider that during the thread a number of people talked about how diets don’t work (see above) and that weight loss may not be as easy as you’ve tried to make it sound, and yet you refuse to comment on any of the great links offered. Can I suggest that perhaps you don’t want to change either?

In order to help a sick person, acupuncturists need to address diet and lifestyle.

I don’t disagree with that in general. I do disagree with suggesting people need to eat less or eat lower calorie foods. In fact, I suspect many of my fat patients actually need to eat more. As to how much change needs to be made, perhaps you need to start working on the acupuncture side of that and making small suggestions after finding out about the current lifestyle first rather than looking at someone and deciding what their lifestyle must be.

According to one person, acupuncture can help people get to a mental and spiritual place to make the “needed changes” in lifestyle.

I have no words. For this I consulted Ragan Chastain at Dances with Fat and  who said, “This is problematic on a number of levels, first of all, if you think that you can tell from someone’s body size that they need to make spiritual changes, in fact if you are under the impression that body size gives you any information other than the size of the body and your personal attitudes about bodies that size, then I urge you to refer your fat patients to another practitioner until you are able to properly address your prejudices and stereotypes around fat bodies.

“People are many different sizes for many different reasons, there are healthy and unhealthy people of every shape and size, and healthy habits and spiritual balance are not different for different body sizes.  If you run an evidence-based practice you already know that there is no weight loss technique shown to work for more than a tiny fraction of participants. ”

I am troubled by the lack of size acceptance among many practitioners because as acupuncturists we are uniquely suited to help all people get healthy.  It’s  a medicine that insists we treat the root cause. The root cause of  a fat person’s health problems is not being fat. Fat is a symptom. Consider that most women, and even some men (and the percentage of those men is growing) have been dieting off and on for years. In addition to pure caloric starvation, the body is also getting a lot of low calorie fake foods that have minimal nutrition and lots of chemicals that may actually exacerbate the problem. The diabetes and heart disease and hypertension may have less to do with the excess weight and more to do with the excess dieting.

I have information about my own health that I’m willing to share, but that may need to come in another post, because to see me, a fat-ish woman and tell me to eat less would be exactly the opposite of what my doctor told me. And yeah, we did blood work and plenty of tests. Oh and did I mention my doctor is a naturopath? I will talk more about that in a related post. I would also like to address the energetics of being fat in our world, which is a lot more complex than addressing just the spleen. But that’s yet another post. In fact, the combination of all of my commentary might end up being a book.

I’ll leave you with more words from Ragan. “If you want to work appropriately and effectively with fat patients, then I encourage you to think of them exactly like your thin patients, only bigger.  Explain that you can help them have their best possible health, and that health and body size are not the same thing.  Encourage them to pursue healthy habits and allow their body size to settle where it will, rather than attempting to manipulate their body size through food, exercise and acupuncture.

“The only changes you need to make are to your practice – make sure that you have chairs without arms, oversized tables and/or wings to make them wider to accommodate broad-shouldered and fat patients, and work on identifying and eradicating any prejudice that you might have against people of a certain size.  Finally, help your patients see that the social stigma to which they are currently subjected, which is of course horrible for their health, is not deserved and that the solution to social stigma is not weight loss, but ending social stigma and the problem lies not with their bodies, but with a society that has developed prejudice against it.”

And if you want to know more, in addition to her blog, which is a great read, Ragan does speaking engagements. This could be a great learning experience for a group of local healthcare providers who want to better serve their clients of size.

Honoring Our Differences

It’s easy to become dogmatic about things we love. However, not everything works for everyone and every single person needs to find their own way.  I re-remembered this a couple of times yesterday.   Once was when someone posted about a health concern on a Facebook forum and another friend, who has no medical background to my knowledge, immediately posts some information about what to do, that contradicted what this person’s healthcare provider recommended.  As a knowledgeable person about complementary health, I know what was recommended. My friend has contacted me off the internet about her health concerns and asked questions about the treatment plan.  I was quite put off by the information given from the other friend not only because it was incorrect for the person it was recommended to, it was   irresponsibly posted, as if this was the only way to do something, followed up with a chatty, “Call me and I’ll get you fixed right up.”


I re-remembered it again as I talked to another friend. We had gone through a coaching program together, which I feel was quite invaluable. She’s moved on to work with a different coach in a different program which she is very excited about. It seems to be working for her. I still feel myself tightening up, wanting to defend the first coach as a the preferred choice, although clearly, while the initial program helped me a great deal, it didn’t do as much for her.

I am reminded we each have our path.  This is true for everyone. It is true for our patients, that might need another practitioner or a different modality. It is true for our friends and for ourselves.  As humans, we are each unique with different paths to walk in all areas of our life. Sometimes it becomes hard to step back and not defend one’s own choices when they have worked for you.  Sometimes it’s important to do so.

Adventures in Chinese Medicine

Adventures in Chinese Medicine is the new book by Jennifer Dubowsky L.A.c, a book on Chinese Medicine, geared towards those patients who want to learn more about the medicine, without having to spend years in acupuncture school.

Dubowsky is originally from Evanston, Illinois and went to Southwest Acupuncture College. After finishing acupuncture school, she returned to Chicago and has practiced there since 2002.

I asked her to share a little bit more about her book. Dubowsky says, “I wanted to share my passion for this work so, my intention for Adventures in Chinese Medicine is to convey the essential ideas and describe some of the well known techniques of Traditional Chinese Medicine in friendly language illustrated with charts, photographs, cartoons, and diagrams.”

Adventures in Chinese Medicine explains common treatments and the history behind them, such as: Acupuncture; Cupping; Moxabustion; and Herbal Medicine. There are also sections that describe unique concepts that are fundamental to Chinese Medicine – Yin and Yang, Qi, meridians, and the five elements. I believe that all people will be able to relate to the discussion of these ideas.

“My target audiences are those who are curious and want to learn more about the practices and philosophy of Chinese Medicine; practitioners who want to educate their patients; and certainly for patients who already love their treatments and want to understand more about how they work.”

While there are few really good books for lay people on acupuncture, as the profession gains traction, there are more books coming out. I asked Dubowsky what made her book unique.

She says, “My book is unique because I made sure that it is enjoyable (as well as informative) and people will be able to connect to the concepts. Adventures is also visually inviting and beautiful. I worked very hard to create a reader-friendly book and I think having a super girl of Chinese Medicine makes it even more cool and fun for the reader.”

The cover stands out, with it’s acupuncture “super girl” jumping towards the reader from the cover, creating interest from the moment it’s viewed on the shelf.  Dubowsky didn’t actually do the drawings. Instead she conveyed the sort of look she wanted to an illustrator who did the actual drawing for her.  She did do the charts and tables and her mother drew a couple of the diagrams.

Writing a book for lay people means really listening to patients. I asked if Dubowsky had any advice for people explaining the medicine to their patients.  Her biggest advice is to “listen, listen, listen” to what the patient is asking and then explain as simply and as clearly as possible.

For those who want a taste of Dubowsky’s style, she writes at Acupuncture Blog Chicago on a regular basis. Talking about her blog, Dubowsky says, “My blog is intended for anyone interested in learning more about Chinese Medicine and good health. As in my book, I try to maintain a writing style that is friendly and approachable.” Dubowsky has been writing her blog since 2008.

I asked Dubowsky how much work writing the book was.  She said, “From conception to publication, this took over two years to finish with writing and re-writing.” She does plan to write some more books but first she feels like she needs a break. Her patients were often involved in the process and were very supportive. Dubowsky says she asked patients for reactions to the cartoons and the topics she covered.

Dubowsky says, “Adventures in Chinese Medicine has been a labor of love, and I hope it is received as such. I think it is truly a one of a kind book, that many people will enjoy and get something from it.”



Target Your Audience

When you write your book, make sure you know how you’re writing for and stick with it. I recently read a psychology book where the author stated in the introduction that he originally planned the book for professionals but it was so useful that they toned down the language so that it could be for either lay people or professionals. I think that was a bad decision.

The early language that introduced the idea was appropriate to both groups.  Neither group had a lot of information about what he was speaking about unless they already knew his technique and philosophy.

The next section was written simply, more for lay people with some added notes that would be appropriate for professionals. As a lay person, the notes were annoying but not bad.  As a professional, I might have been tempted to skip the book because of the simplistic way this was written.

In the final section he promised to talk about how to help each of these categories of people. This is where it clearly became about the professional.  He took one of his categories  and wrote a long and specific treatment plan based on all the expanded knowledge he had on this particular constellation of problems.  After writing several more chapters going more in-depth with the same category of person, he then talks about ways you can generalize for all the other categories.  This is fine for a practitioner, but for the lay person who might have been hoping for some personal insight, this was a let down.

Both categories of readers were ultimately let down by the book.  Understand that no matter what you write, it’s not for everyone.  It targets an audience.  This author, who thought his ideas would be appropriate for lay people and professionals was right. However, the idea that one book would work for both was not.  He’d have done better to write two books. One for lay people and one for professionals.

The most important thing you can do as a professional writing a book based on your knowledge is to target your audience. Stop worrying about the people who don’t fit that category.  You, or someone else, will write the book for them.

When You Need a Professional to Help

Acupuncturists, myself included, seem to have this issue about doing it ourselves.  We think we can create our own websites, our business cards, our own marketing materials our own office decorations. In some cases we don’t really have a choice. Those of us who have practiced for a number of years may have had to create some of these things on our own because they weren’t available.

When it comes to basic marketing messages, Acupuncture Media Works does a good product. Jeffrey’s background as a graphic designer means he has some very professional looking items, including some good looking websites.  But you do have to pay him for his work.

As small business owners, it’s easy to think about cutting corners when trying to work on our own marketing materials. We think we know what looks good, not even realizing how much change a couple of small tweaks by a professional can make.  A couple of weeks ago I was working on the cover for my first fiction book, struggling because it just didn’t look right. My friend Debbie, who is a graphic artist, spent about five minutes, found a font that spoke to her and dashed it off with another tiny little change that I probably wouldn’t have thought about, making the whole cover come together.

I’ve written before about hiring someone who knows websites to design your website. If you do decide to try and do it yourself, at least get someone professional to do graphic design. And have someone on hand who can help you with the technical details.

When it comes to promotional materials, consider getting a graphic artist to do the work.

If you are writing a book about your topic, get a graphic artist to do the cover for you. People really do judge a book by it’s cover.

If you aren’t sure where to go, there are a lot of good graphic designers out there. Remember my friend Debbie who just popped off a design for my novel (which I ended up changing a font because she might have owned it, I didn’t and it had a commercial license that was more than I wanted to pay)? She does freelance graphic design work at Glogirly Design. I know her through blogging about our pets. In the last two years she’s become well known in that community for clean designs with distinctive colors. She’s easy to work with and her prices are very reasonable. She works quickly.  If you need something personal for your business, consider contacting her. You won’t regret it.

If you don’t like her style, then find a designer whose style you do like. Just find someone who knows about graphic designs. These images might be your first contact with a potential client. Make them look professional.