1. ISSN 2041-7780 Issue 21 Mar/Apr 13 £3.50
Choice
Health & Wellbeing
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Your
bodywork
blueprint
for massage success
Grapefruit Oil How to show value The M Technique
Your Health and
In this issue:
8 18 60 Wellbeing Success
Starts Here!
Are you a health-conscious consumer,
looking to come into the industr y or
looking for a suitable treatment? Find
out what the exper ts say and read.

2. Choice
Health & Wellbeing Issue 21 Mar/Apr 2013 4
Contents 3
Letter from the Editor 4 Aromatherapy
Depression
8 Essential Oil Index
Grapefruit Oil
10 Ayurveda & Yoga
Get through the blues
This issue is full of facts, hints and tips that
16 Business Support 8
will help you make conscious decisions in Advertising hit or miss?
your professional as well as personal
development journey. You should aim to
22 Complementary Therapies
have the maturity to take 100% Helping to ease stress
responsibility for your career, your emotions,
your finances, your habits, your health, 32 Health & Nutrition
your relationships and your spiritual beliefs.
It requires taking a deep look at yourself, Hysterectomy making a decision
consciously deciding what kind of person 38 Integrated Healthcare
you truly are on the inside, and then getting
your external reality to fit with your inner The influence of the seasons
being. Our goal is to help you achieve
outstanding effectiveness while maintaining
internal balance, where your thoughts,
44 Natural Beauty
The sunshine vitamin
32
feelings, actions, and skills are all working
together to create the life you truly desire. 52 Personal Development
Truth: Accept reality and get rid of
falsehood and denial. Love: Improve your The ‘Stress’ word
ability to connect with yourself and others
Power: Build your motivation and discipline 58 Training & Education
to create the life you desire Oneness: Stop
Your bodywork blueprint for success
fighting against resistance, and make the
world your ally Authority: Take command 67 Diary Dates
of your life, and learn to make clear
decisions Courage: Summon the inner
strength to take action in spite of fear
Intelligence: Live authentically, and
express your genuine creativity
CONTRIBUTORS 44
Special thanks to Kelly Owen
Happy reading College of Practical Homeopathy. Gervasio Da
Gloria Just fit. Bodywork CPD. Penny Price
Penny Price Aromatherapy. Andy Edwards
Angela Marketing Therapy. Geeta Vara. Robert
Waghmare, Joanne Ross META-Health Janie
Godfrey ECBS. Geoff Lyth Quinessence.
Rachel Fairweather Jing Advanced Massage.
Angela Mahandru Jonathan Lawrence Turning Point. Dr Marilyn
Editor Glenville. Paul Carbis. Daniela Chandler
Pevonia. Sunita Passi. And Others
Follow us on twitter @angela_mahandru
Editorial & Advertising
Contact Details
52
Follow us on Facebook, Connect via Linkedin T: +44 (0)161 284 6602
e: info@choicehealthmag.com
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www.choicehealthmag.com Mar/Apr

3. 18 Business Support
[Self Awareness flyers, brochures and even press releases. part when you actually relieve their anxiety or
[Balance between Mind, Body and Spirit Try writing 50 headlines for your stress. You want them to get a sense that you’re
[Life Path advertisement. Yes – really… 50 of them! More saying: ‘Don’t worry. This can be sorted out for
[Creativity than anything else, this gets you to really dig you’.
[Spiritual Development deep to work out what your business IS and what And then let them know you are certainly
[Clearer Communication between Self and it DOES. Don’t evaluate them (yet) – just write. among the best for providing such a solution.
Others There will probably be one or two that really Ideally use your USP (Unique Selling Point) here.
[Self-Empowerment and Responsibility grab you as likely to work. Test headlines if you Finally, and for goodness’ sake, remember to
Moving Through Change can. Find out which version pulls more responses tell them what to do next! This is the call to
and go with that as your ‘standard’. action; it might ask them to telephone, visit a web
Your discipline or therapy is merely ONE way of After your headline, the remainder of your site, book an initial consultation, etc. I like the
helping customers achieve what they want. advertisement should follow Alvin Eicoff’s formula. idea of a call to action being very simple. In fact,
Identify what result or experience they want and the simpler it is, the more likely the prospective
then use your discipline to provide that – at an As a celebrated and incredibly clients will do it.
appropriate price. Maybe not the cheapest – but successful copywriter, Alvin’s Although counterintuitive, there is no such
certainly must offer among the best value! thing as an advertisement with too many words in
BY THE WAY – IT HAS BEEN FOUND THAT
advertisement formula remains one it. But there IS such a thing as an advertisement
CAPITALISING ALL YOUR HEADLINE WORDS of the most simple and effective. with boring, untargeted and inappropriate
IS LESS EFFECTIVE (Use Title Case Instead – 1. Have a compelling headline wording.
capitalising the first letter of each word in the 2. State the problem Those who are attracted by the headline tend
headline). 3. State the solution to read every word, making it more likely that
I do like questioning headlines as they tend to 4. Indicate, ‘why YOU?’ they will contact you and thus nearer a new client
compel those who are interested to seek an 5. Call to action for your business! Until next time! CHW
answer. And don’t be scared of a lengthy
headline. One highly successful copywriter Once you have the ‘killer’ headline, tell the © Get your FREE report
reckons that 17 words are just about the readers about their problem. I think of this Visit www.marketingtherapy.co.uk –
maximum, so there’s plenty of room to approach as if you were saying: ‘Hey you – I where you can download a free 20-
know you!’ page report “The Seven Marketing
manoeuvre.
Mistakes Therapists Make”.
Being the advertisement for the advertisement, People reading past the headline will further
Tony Edwards is co founder of the
a poor headline will create a barrier that most recognise themselves in the advertisement. You Marketing Therapy Business Building
readers won’t get past. This principle applies to want them to think: ‘Yes – this is me. I have this Club – the fastest growing club of its
virtually ALL your written marketing from problem!’ type in the UK.
advertisements in any media, Yellow Pages, Then state that there is a solution. This is the
How to show
value with your price
By working with over a thousand fitness professionals,
especially personal trainers, I have noticed that, whether
they’re veterans or just starting out, they often have one
thing in common; they tend to price their services at the
same price as the competition or even lower.
I
f your competition’s price is low, do you need Understanding these separate but related
to follow the same price? Absolutely not! concepts is critical to creating a strong pricing
Despite claims that lower prices are the most strategy.
important factor, what customers actually seek is
value. How do you set your prices?
When I have asked most self-employed personal
Value and price trainers how they set their price, I usually get one
The value or price has to do with what something of these three answers:
is worth in relation to what it can be exchanged 1. Wild guess. Just as the name suggests, they
for, or in terms of some other medium of just guess what people are willing to pay so they
exchange like money. It’s easy to confuse one simply make their mind up to sell it. The problem
with the other. Warren Buffet, who is widely is that with this price evaluation, you have no idea
considered to be the most successful investor of of how much available profit you are letting slip
the twentieth century, defines value and price as: by.
‘Price is what you pay. Value is what you get.’
Mar/Apr www.choicehealthmag.com

4. Business Support 19
2. Industry norm. ‘That is what everybody else is
charging — I guess I should do the same.’
Industry-norm pricing can be a good starting point
but it should never be permitted to keep you in a
box.
3. Client-dictated pricing. This is driven by the
myth that the customers are always right. If you
base your prices on what customers are willing to
pay, you will lose out. They will never tell you that
they would love to pay more; rather the opposite.
This method simply ignores the fact that there is
a difference between good customers and bad
customers. You certainly want to listen to your
clients. Obtain all the input and information you
can from them and give these factors careful
consideration.
Pricing is a crucial element in developing a
successful strategy for your business. If you price
your products or services too low, your profit will
be lower and you will have to sell more if your
business is to make money. On the other hand, if
you price your products or services too high, you
may lose potential customers to competitors who
charge less. So what is the best price strategy?
What is the best strategy to
demonstrate value?
The method of selling your products or services
based on price has limitations; it reduces the
possibilities of capturing potential profit. On the
other hand, many experts suggest a method that
involves price customisation which can sharply
boost fitness product profitability. And you won’t 3. Time-based discounts are widely used to
have to work any harder to make more money. offer greater value to less price-sensitive
Price customisation can be defined as setting customers. For example, some restaurants have
different prices for different market sub-segments. two sittings — earlier and later — with the same
menu for each sitting but with different prices.
There are a number of creative ways Those determined diners who want to eat after 7
to implement price customisation for p.m. will pay more.
your product or service. For instance: 4. Showing the price options is another
1. Price bundle. A price bundle offers customers selling strategy; here, the product range is set
the option of buying a package of goods or out in steps, according to quality. The best way to
services rather than a single item. Bundle describe this is by means of the Braun oral B
propositions can also move your customers up toothbrush; for example, the customers can
the revenue ladder. For instance, Apple Inc. and choose to pay more for brushes with higher
Nike Inc. have formed a long term partnership to specifications and performance. Electric
jointly develop and sell Nike and iPod products. toothbrushes are available at four levels: entry
The ‘Nike + iPod Sport Kit’ links Nike+ products level, good, better and best. The better the
with Apple’s MP3 player, the iPod nano, so that performance, the higher the price. CHW
performance data such as distance, pace or
calories burned can be displayed on the MP3 © Gervasio Da Gloria is the author of
player’s interface. the book ‘Discover the Secret of
Making Money as Fitness
2. Time-based trade off. In a cash-rich but time- Professionals’. He coaches fitness
poor society, a trade-off can be offered to professionals – the first of the
customers— saving money versus saving time, kind – for those who want to
which can be very profitable. IKEA, for example, understand how to sell and market
personal training.
expects their customers to make a choice:
organise their own deliveries and assemble the For more information contact
kits to complete the furniture. You can offer 07905 075408,
alternative services or products; for example, gervasio@justfit-training.co.uk or
selling a book so the customers can do learn to visit www.justfit-training.co.uk
do something for themselves.
www.choicehealthmag.com Mar/Apr