Roughly 4 years ago (okay, it was more like 2 months, it just seems like it’s taken me that long to get it together) a reader named Marie asked on the facebook page:

You say you’re behind on your reading which prompts my question(s):

What do you read on a fairly regular basis? How much time do you spend a week reading professional material? What type of material (marketing, industry development, cutting edge research, etc) do you read? Where do you get your material?

Whoa, Marie. That’s a lot of questions! I like it when you make me think. Here’s a lot of answers.

I read a ton of stuff. Well, that’s not entirely true. I skim an awful lot of stuff. I sink my teeth into whatever catches my interest pretty quick. If I’m lucky, I can spend 30-40 minutes a day really reading, so probably 5-6 hours a week. More often I’m skimming and reposting things to the various pages I manage, and to my own massage business page (and twitter and google plus and interest when I remember).

If I happen upon something I really want to dive into and concentrate on, I use instapaper to bookmark it for later.

I’ve got a list below, but be assured it is incomplete. I’m getting better now at bookmarking sites I want follow regularly, and when there’s an option to subscribe via email, I usually do. I used to have RSS feeds set up in my computer’s email program but at some point, something went awry and I lost them all, and I haven’t set up a replacement option.

As you’ll see when you peruse the list, I read a wacky variety of blogs and online magazines. I don’t read every post of all of them all the time. But when I’m stuck, or just can’t concentrate but don’t want to totally waste time, I try to read things that may inspire me, or at least teach me something. All of these blogs do that.

Now, my question to you. What are YOU reading online?

colleagues/practitioners

http://www.soothemt.com/blog/
http://kristenburkholder.wordpress.com/
http://thecomfortzonemassage.com/blog/
http://hudsonmassage.wordpress.com
http://www.lighthold.org/blog/
http://bodyworkbrooklyn.com/

massage industry

http://info.massagetherapyfoundation.org/blog/
http://massagetherapyworld.com/
http://www.abmp.com/les-sweeney-blog/
http://theyoungthumbs.com
http://blog.atpeacemedia.com/
http://info.massamio.com/blog
http://lauraallenmt.com/blog/laura-allens-blog/

business & marketing

massage
http://massagetherapyworld.com/
http://www.freshbooks.com/blog/

general
http://www.chrisbrogan.com/blog
http://blog.hubspot.com/
http://blog.spinweb.net/

general life & health

http://zenhabits.net/
http://www.dailyworth.com/

It’s my birthday. I had a pretty fantastic day. Michael called first thing (while I was eating my cinnamon bun pancakes. Yeah, that’s a thing.)

I read a whole book. Fiction, even. I played with great kids, I got to be mellow and chill with their mom.

Now I’ve got cupcakes and wine and the music of a 12th century nun rocking the house.

I did some really cool stuff in my 39th year. I’m totally cool with being a little self-indulgence (hey, it’s my blog, also I’m totally revamping this thing soon so you’ll be getting Extreme Marketing junk soon enough) so I thought back and whipped up my list of Stuff That Mattered to Me This Year.

I revisited the Birthday post of 2011. I marked off a few things that I’ve accomplished.  There are still plenty of adventures I haven’t enjoyed yet. I’m cool with that.

I started a thing. It’s gonna be a big thing.

In what I still think of as the best 2nd date ever, I saw rodrigo y gabriela in hot & sweaty House of Blues with a hot & sweaty super cute guy. He didn’t last, my affection for the duo did. (Seriously. I want to play uke the way she pays guitar.)

I got my heart bruised up good and hard. Thrice.

I ran away to find comfort with a friend, and some alpacas, and Hildegard of Bingen.

Then I let it go.

And I kept trying.

I fell back in love with my massage practice. Then I noticed my skills are stale. Whoops. That is being remedied.

I bit my tongue a few too many times. Then I didn’t. And it was good.

My office got Vader-ed.

I made fancy drinks for my bestie.

I saw a old college friend, now a new(ish) MT sing and tell stories and talk shop on stage.

When I was in a craptastic, humiliating, vulnerable position I said “I can’t get cold cocked again. I am entirely out of resilience.” And I meant it. I got the mercy I needed. I don’t miss my pride.

I got cozier with myself. 30 minutes before a first date I couldn’t find the concealer. The blemish was just going to be there. And it didn’t matter.

I gave some massage to my nieces and nephews. I don’t think they know how much that means to me.

I showed up for some people. I stopped showing up for others. All good decisions.

I got used to saying, “I have depression”.  Although I did catch myself averting my eyes a bit when I told someone new recently. Probably gotta work on that a bit still.

So all in all, it was a decent year. Reading the list over, I worry that I’ve harped on the negative. The reality is, it was a HARD year. I spent a lot of time under my metaphorical bed hiding. But I learned stuff under there.

I’m coming for ya, 40. You best be ready.

Last week I went to a BNI (Business Network International) meeting. A local chiropractor belongs to the group and invited me to attend Visitors Day.

If you’ve never been to a BNI meeting, here’s the scenario in a nutshell: It’s a very structured referral group. At each weekly meeting, every member gives a 60 second schtick about their business and the kind of clients they want more of. Each week one particular member does a more in depth 10 minute presentation.

Each chapter only allows one member from any particular profession or specialty. Referrals are tracked and reported in a very organized manner. There’s an annual dues and fairly strict attendance requirements. I know many, many therapists who have had wonderful experiences with BNI and other similar networking group. I’ve been to a few different chapters as a visitor, and also to fill in for members who couldn’t make it to a meeting.

We all know that I’m making efforts to bump up my client numbers, and I’m also making an effort to push outside my cozy zone, too. So when the invitation was offered, I said yes. (Also, this particular chapter meets at 9:15am vs the typical crack-of-dawn time, so I felt that was a good sign.)

I was all ready with my 60 second schtick, “Hi, my name is Allissa Haines, I have a massage practice up the street in Plainville. I’ve got varied clientele, but mostly I’m looking for new clients dealing with depression and anxiety issues. We’ve got lots of promising research that shows massage can be helpful with these issues, and it’s an area I’m pleased to specialize in.” I even busted out my research book to make sure I was speaking the truth here.

I showed up on time, didn’t run away when I saw that my chiro friend wasn’t there yet, and made happy small talk with him when he arrived. He introduced me to a few people and then the meeting started.

The first thing the leader-person said was, “This isn’t going to be a typical meeting.” I almost audibly sighed. I knew I wasn’t going to get to do the 60 second speech I had prepared. Bummer. But I did get to do 10 second intro, and when I stood up to do it, I saw I already had some clients in the room. Sweet!

After some opening chatter, the speaker gave us a mission. “Grab a stack of your cards and in two minutes, introduce yourself to as many people as you can and get as many cards as you can.

And off we went. I felt awkward, of course. A few times I went to shake a hand as I introduced myself and the person was already using it to give me their card. People rushed. A client I hadn’t seen in a few years came over and we started to chat but a dozen other people were rushing towards us to throw business card our way and then run like the wind.

I cannot express how very happy I was when the two minutes ended. Then the speaker guy had people count their cards and gave some props to the woman with the most (17). People applauded. I pondered.

The rest of the meeting was fine. I spent some time afterwards talking to a few people and making some useful connections. Then I went back home, got back into my pajamas and took a nap. (Hey, it was 11am and my work-at-home Wednesday. Don’t judge.)

Since the meeting, I’ve thought a great deal about the ’2 minute’ activity. I understand the point of it for that event, the organizers wanted to impress upon us how many connections could be made quickly. But for me it highlighted a flaw that is so common.

I met a bunch of people. They’ve got my card in their wallet or purse now. But I only connected with a few. I know the aussie web developer has 2 kids, they go to the local parochial school and he hangs out at the local pool club with them all summer. My client that I hadn’t seen in awhile changed careers, and is loving her new job. She’s a member of the group and was thrilled when I said I would be happy to sub for her if she ever needed me. I’ve got about 9 other cards and I can’t place a face or character trait with them

This meeting was good for me. It reminded me that I like having time to hear a person’ s story. That’s a big part of why I do this work. I like to connect. But the event got me out of my networking rut and reminded me of a long-term goal: to start a small, slightly less rigid networking group of my own.

I would like to gather some of my favorite small business owners and do semi-weekly drop-in group. Maybe combine it with an online group of some kind. I’m not sure yet, I put in on the schedule for the fall.

Overall, it was a great adventure for me, and I’m so glad I went. Go me!

My question to you: What is your experience with networking and referral groups?

There are some things I’ve been wanting to tell you about.

I want to tell you that I’ve been walking. For fitness, not just transportation. Not fast and not particularly far. But some. And enough. There’s a great little park near me, I saw the last pile of snow there last week. I felt hatred at it and admired its perseverance at the same time.

I want to tell you that I’ve never seen a winter like this one. Not necessarily weather-wise, but in spirit. It’s been crushing. It has beaten us down like none I’ve seen before.

I want to tell you that I got smoked by my friends and their toddlers at candlepin bowling last week. Smoked.

I want to tell you that I’ve been hustling to get more clients on my table. And it’s sort of working. Today I got invited to a BNI meeting. I don’t love them, it’s been years since I went to one. But in the interest of pushing myself, I’m going.

I want to tell you that I loved teaching at NERC. It was a weird but secret prestigious victory that my Sunday morning class was full. And attentive. I want to see the evals but I don’t, because I’m thrilled with the feedback I’ve gotten directly from attendees and I don’t want to be heartbroken.

I want to tell you that when I was preparing for NERC I found myself capable of more productivity and creativity than I though possible. and i’m trying hard to keep that going.

I want to tell you that I’ve been standing up for myself. Diplomatically, even.

And that I’ve failed to stand up for myself a few times and immediately regretted it.

I want to tell you that my clients are hilarious.

And that I listen to The Moth when I walk and this episode made me ache, and this one made me giggle, and this one sucked. me. in.

I want to tell you that with my 39th birthday in sight I’ve never been happier. And I’ve never been less happy. I am confused and intrigued and inspired by this. I’m cool with that.

And that Greg and I went to a play at a cheesy little community theatre and it was so much fun. SO much fun, because when I was feeling icky, I could nap all day and not worry about cleaning my house because Greg is the kind of friend I don’t have to clean my house for.

I want to tell you that getting an email marketing plan together may just be the smartest thing you can do for your practice.

I want to tell you that I just passed 9 years in practice and I still get a little nervous when a new client walks in the door. Sometimes when a regular client does, too.

I want to tell you how that nervous feeling is a little bit the same as it was 9 years ago. But it’s mostly different. It’s more excitement now and less fear. Well, it’s a more confident fear, that I can handle what walks in.

I want to tell you that I took the high road. I probably won’t always, but I did on one occasion and I feel good about it.

I want to tell you that I whined to a colleague today about being busy, and when she told me to ‘not put too much work’ into my project with her, I laughed inside, because hers is the project I’m most excited about. Then I reminded myself to stop whining.

I want to tell you that many of the people I think of as trailblazers in massage are also my friends. And volunteering made that possible.

I want to tell you that I’m sad that I’m not an AMTA member anymore. And as I wind down working for some chapters, as I build committees to replace me so I can step away fully, I’m mourning that loss. (I also want to tell you that if you’re a CT or MA chapter member and want to train under me to learn some crazy marketable skills and also feel great about volunteering, you should email me right now.)

I want to tell you that I’ve finally figured out what this whole Blue Streak endeavor is supposed to be. But I won’t be showing that to you right away.

I want to tell you that I’m clearing time to make that happen, but I’m not putting deadlines on it because I’m going to do it right, from the ground up, this time. That may take awhile.

I want to tell you that this work, this somewhat odd job we have, where we touch people, is really, really important. You know that already, but I want to remind you. It can be hard to hang on to that when we’re tired, when the rent goes up, when you miss a spontaneous get together of friends because you’ve had a client scheduled for 3 weeks and you just can’t cancel.

I want to tell you that because you are a massage therapist someone is sleeping better tonight. Someone is handling the news of a death a little better. A kid who didn’t before is hugging their parent. Someone is creating their next great masterpiece without pain. Caregivers are keeping kids healthier.

I’ve been wanting to tell you about all of this, but I’ve been kinda busy doing it, taking your advice and hustling to get clients on the table. And it’s working. So thanks for that.

-or- It’s a snow day and no work shall be done.

In a move of marketing brilliance, Facebook is running a 10 year birthday campaign that includes a video retrospective, made up of highlights from a user’s profile.

It’s catchy, it’s fun, and it’s causing lumps in throats and adorable bouts of nostalgic weepiness across the country.

After watching my own video I realized they did a damn fine job of curating and featuring the things that have been most important in my life for the past 7 years.

The opening two pictures are my 2008 AMTA-MA Chapter Meritorious Award, and the third is a picture with Harold Packman, an amazing and hilarious massage therapist I met when he came to teach for us. My great-niece makes an appearance, there’s a fabulous shot of my friend Melanie and I after conquering a run up and down the Gillette Stadium ramps in the July heat, a reminder of how much I adore my job, and more than one photo chronicling my friendship with Greg. I estimate 90% of the video is related to my massage friends and events. This makes sense. In the absence of offspring, I am able to throw myself into work I love, and I have the freedom to play with my massage friends often. This pleases me, I love my work. It also ignited my recurring “Shit. Am I codependent on my work? Do I have a life outside of massage?” concerns.

Then I started watching my friend’s videos. I appeared in Greg’s, in a photo of our post meeting/class scotch ritual. And in Jaime’s, holding her baby. And in Angela’s, before and after a 13 mile stroll together and then one with fancy drinks. Her video was rife with clips of accomplishments from kids who have changed my world. (That’s when I… ummm…got something in my eye.)

I had been thinking so hard about what’s in my life, I kinda forgot about the other lives that I’m a part of. And I am part of many.

You understand that it’s about Relationships, Allissa.

That’s what Michael has said to me nearly every time I’ve questioned if I should have anything to do with teaching marketing. The answer to any question about marketing usually comes down to relationship-building. Do you understand what your people need? Do you really, genuinely care about finding the answer? Will you serve?

Not sell, convince, or persuade. But inform and serve.

For a long time I thought I had to serve in a particular way. I thought I had to volunteer through certain channels. I thought I had to conform to the typical Online Business-y/Sell ebooks model. Turns out that was all crap. We’ve build something very different here. This little Blue Streak community spans organizations, modalities, and an ocean or two. We do it with brains, and humor, and love. And we do it well.

So then I thought, what would the nostalgic Facebook video of my Blue Streak page look like? Facebook isn’t doing it with pages, so I had to make my own. Enjoy. And thanks for coming along.

I am a firm believer that the best marketing move you can make is to run a really responsible business. That seems like a no brainer; of course you want your business to be responsible. You want a great reputation in your community and you want clients to trust you and recommend you to their friends.

But running a responsible business involves more than just looking professional at work, having a clean office, and showing up for community events. It means taking care of the stuff that isn’t obvious and apparent to clients. Things like a securely locked file cabinet, making client notes in accordance with your state’s rules, claiming all your income, and having great general, professional, and product liability insurance.

It’s been a hot topic lately, so let’s talk about insurance. Specifically, where you can get it, how much it costs, and what exactly you’re getting.

I put the question out to the masses the other day and did some scouting around on my own. What I learned is that I needed to know a whole bunch more.

For example, did you know that some policies have maximums that are shared among all their policy holders? It’s called shared/universal aggregate. So if it’s a $6 million individual annual aggregate with $10 million shared, that means that if a whole bunch of people with that same insurance company file claims before me, and they max out the $10 million, I’m screwed. Is this likely? No. But do I want to risk it? Hells no. What if the biggest oil manufacturer in the world puts out a bum batch of oils that starts killing clients with a certain wacky allergy? Do I want to be worried about shared aggregates when one of my clients gets sick from the icky oil? Again, hells no.

Perhaps I’ll decide to marry into money retire and end my career and hence, end my insurance. But then six months later a former client pops up to say I busted her rib. If I have occurrence coverage, I’m fine. Even if I no longer carry the policy, I did when I busted the rib, so it’s covered. But if I have claim-made coverage, I’m screwed. If the policy is not active at the time the client makes a claim, I’ll have to ask my sugardaddyfor help sell my Corolla and get back to work to pay for her medical bills. And her lost wages. And probably other things I’m not thinking of right now. Yikes.

But taking my word for it is not going to help you here. You need to learn what all of this means and make your own decisions. Luckily, the good people of ABMP have an ebook on exactly this. It’s easy to understand (not at all sales-y, so calm down) and will walk you through what you need to know.

I think it speaks to the quality of this company that they are cozy providing all the details, definitions, and/or comparisons for you.

You’ve also got to consider the modalities you practice and be sure the insurance you choose covers what you do, and that it covers you in all the different places you work. Also, I’m kind of attached to my supplies and equipment and I’ve got an office full of multiple tables, chairs and a ton of supplies, so I need a policy that can include property insurance, at the amounts I need.

Your needs are different than mine, so I’m not going to give you a recommendation. I’ve given you the tools, you need to figure it out. You’ve got the knowledge Enjoy!

*this post was edited on 1/30/14 to remove a link to a resource I decided wasn’t fantastic. Sorry about that.