As I’m going through the process of kicking off practice number three- it’s occurring to me that it would be useful to have a series of articles here on exactly how to get some of the nuts and bolts basics together as quickly, cheaply, and painlessly as possible. So here goes! Post number one in the series: getting the website done.

I rant from time to time about how important it is for wellness providers to get their website up- so I think you’ve heard it all before (short version: do it already! It’s really freaking important if you want to pay your bills and not collapse in a pool of self-loathing, brought on by watching tumbleweeds blow across your office!). So here’s a little breakdown of exactly how to get your site up:

Stuff you’ll need:

• Planning: This part can somehow be so easily blown off, but nothing happens well, or often at all, without some planning. The most painless way to do this is to decide what your needs are for features- will you simply need pages that answer questions about your practice, as in a traditional brochure type website, or will you also need some more bells and whistles like a blog, or a forum where you can communicate more effectively with your clients? Once you have an idea about what the scope of your project is, find three websites that are similar to what you’d want and write out a critique of them. What do you love about them- both in terms of design, tone, and functionality? Use these points to craft your website. It’s so much easier to pull from something that already exists (and that you love) than to start with the blank canvas.
• Domain name: You will need to grab yourself a domain name- that being the name of your website. I’ve outlined my strategy for picking one here. The short version is that I prefer to keep it simple, and get the name of your location and the name of what you do in the title (i.e. www.newhavenrolfing.com). I hear both Network Solutions and Netfirms are good for buying domains. I’ve used Go Daddy in the past, but have decided that they blow.
• Design: I rant about this one a lot too (geez! so cranky!)  so feel free to take a gander at this post for more in-depth information, but the short version is that you want to make sure your site isn’t looking- how do I put this gently- like crap. Design is super duper important to a client choosing you over someone else- so either invest in working with a designer for logo design, or just use my most favoristist site building tool, Squarespace (or both, which is what I did for New Haven Rolfing). You can get some good logo design on Crowdspring or Elance. My go to girls for amazing design work are Nette and Reese(they’re not a dynamic duo as they have two separate businesses, but if they were a dynamic duo they could probably take over the world. And what a design savvy world it would be).  
• Great copy: I wrote a full post on exactly how to do this, so I suggest wandering over to my I Am Not a Robot post. The short version: be yourself, be yourself, be yourself. People are deciding to work with you (or not) based almost entirely on who you are and if they feel they resonate with you. Fancy initials after your name can help, but the rest of the writing on the site should come from your heart about your particular passion for your work and how you practice. Also have a team of proof-readers, and be sure to choose them on who you know will tell you the truth. Having one or two people on the team (thanks mom) who will compliment every decision you make doesn’t hurt either.
• A way to get building: My favoritist tool for building a beautiful site quickly and easily is Squarespace. This is, by far, the cheapest and least painless way to go that I’ve found. I’m talking two hours (that’s the amount of time it took me including my bumbling around figuring out how to use it for the first time) to get a site up and $14/month. Not to mention that their templates are gorgeous, so some of the design burden is lifted from your shoulders. Kind of amazing really. Wordpress is also fantastic and pretty user friendly if you want to go the DIY route. If instead you decide you want to hire someone to build your site for you, I can highly recommend Technology Therapy who built this site. Keep in mind that hiring a tech team is usually best reserved for larger and more in depth projects as that’s where their expertise really shines, and where the price tag becomes worth it.  

And that’s it! That wasn’t so bad, right? It’s a pretty short list and with the new fabulous tools out there, you can honestly get a site up in a surprisingly short amount of time.

One last tip for avoiding the inevitable overwhelm that creeps up when taking on a new project and a new learning curve: start small. If you’re wondering if you need a forum, or a sign up for a newsletter, or whatever other extra you can imagine- my advice is to start small. It’s better to have a basic site up than a mass of un-used ideas. You can always evolve a site later. On the web, nothing is set in stone.

Let me know how it goes! If you’re getting your site up for the first time, or re-doing an existing site, I’d love to see them! And if you have other tools you love, I’m always happy to hear about them- so feel free to post them in the comments section.

As I’ve been building my third practice I’ve been thinking a lot about what it is that has helped me to grow so quickly in a crap economy because- as ya’ll know- I’m trying to bring back the gems to you here so you can do the same for yourself.

It keeps striking me that most of my clients are so voraciously spreading the word about me because they really like me and feel comfortable around me.

Aaaaaaaaargh! I know, I know- “Hear ye! Hear ye! Let it ring out across the land that clients will spread the word about you if they like you!” What earth-shattering information!

The thing is, I don’t think my clients liking me is so much about me being a helluva gal, but rather because over the years I’ve found a way to be comfortable in my skin and to let my authentic self shine through, rather than putting on the practitioner mask.

“The practitioner mask” is my phrase for the wise, evolved, beatific, angelic thing so many of us do (and man oh man I was the worst offender of this for years) when we’re new in practice and we just reeeeally hope that people will like us.

I’ll be sure to tell the story of my hard-won lessons on dropping the practitioner mask (otherwise known as the please, please like me mask) in another post- but for this post I want to focus on all the happy side effects of dropping said mask. Namely, growing a practice more quickly, with less effort, and filling it up solely with people who you totally adore working with.

Honestly, I’ve hesitated to write this post. First off, I don’t particularly want to be another voice in the authenticity parade- because, all right already- we get it, and lots of people are talking about it in a way that’s much more effective than I can. And second, it reminded me of a book I picked up that had a particularly eye-rolling effect on me.

About a year ago when I was kicking off this Well Practice adventure I did what any good entrepreneur would do and I decided to check out the competition. I headed to Amazon and bought a handful of the top selling practice building books. One of these books (which shall remain nameless) was more like a leaflet that restated some version of “If people like you, and you’re a good person, your practice will grow” on every page. What a nightmare! First of all- way to set yourself up for self-loathing: “Uh-oh, my practice is quiet. It must be because I’m an asshole.” Second of all- “be nice and it will all work out” is not practice building advice. At all.

So let me clarify, this isn’t about being “nice” or “likeable”, because when we try to take on cookie cutter qualities, we’re just finding a new mask.

People have such sensitive trip wires for inauthentic behavior these days- after years of falseness in advertising, government, you name it- we’re all like little tractor beams searching for someone who isn’t busy trying to seem like something, but rather is whatever they are.

So how to be whatever you are? Well, this is an ongoing process for me. I feel like my voice started to shine through on this blog only recently, and many of my practice building choices in New Haven were a risk for me of really communicating only in my voice- no trace of practitioner mask allowed- and it’s paid off. But there was that moment of tossing myself off the cliff.

It can be so terrifying to be authentic because then we’re being judged on our true selves. Putting up a false front can be so much more comforting in that we’re defended by the mask.

Yet there’s this magic side effect of being authentic that means we understand a little more clearly that the world comes in lots of different flavors, and not all flavors will be attracted to you, just as you’re not attracted to everything that’s out there in the world. The benefit is that the people who are attracted are truly your Right People (in the words of the lovely Havi Brooks): the people who you’re delighted to spend your workdays with and who can most benefit from your work.

Case in point- I saw a new client yesterday who is a very highly regarded local massage therapist. When I met her I saw instantly that she had a distinct comfort in her own skin- she wasn’t putting on any airs- and I giggled to myself thinking that she was the perfect example of this authentic self I had been pondering for my blog post. How fortuitous that she landed on my doorstep that day! Then I mentioned that so many people in town had absolutely glowing things to say about her, and she gushed in the most genuinely enthusiastic voice, “Oh! I just have the best clients imaginable. I’m so lucky to work with them.” Coincidence? I think not. By being herself, she’s out there drawing her Right People to her.

I wish I had some handy list of bulleted tips to give out about how to get in touch with your authentic self and feel more comfortable in your skin- that would be a really snazzy way to wrap up this post- but this is more of an individual journey that we each undertake rather than a, “be your authentic self in 5 easy steps” kind of deal. I can only say that, for me, these things, people, and resources, have helped:

• Time and experience: I’m as impatient as the next person (actually much, much more so), so I understand that this can be an annoying item to kick the list off with. However, being yourself and finding your voice is a lifelong process, so it’s not going to happen in a weekend boot camp. Part of why I can relax into myself is the fact that I’ve had enough years of experience behind me as a Rolfer that I feel confident in my skills, and happy in my own skin. Except for when I don’t. And then I’m reminded of the fact that this ride just goes on and on (and on and on…)

• Any and all writings by Pema Chodron: With book titles like, “The Wisdom of No Escape” and “When Things Fall Apart” you know you’re in for a ride and a half. Absolutely every shred of Pema Chodron’s work has had a remarkable effect on my life.

• Seth Godin: Seth Godin is my hero. I fell in love with marketing when his work opened my eyes to the fact that it isn’t about smarmy advertising, but rather about the art of spreading ideas. If we decide to spread the ideas that matter, we can change the world. If you’re one of the ten people on planet Earth who doesn’t subscribe to his blog, please do, and you’ll get a great feel for someone truly living their authentic self.

• Lissa Boles over at True Callings: Lissa is a dear friend and a total genius when it comes to shining a light on all the nooks and crannies you never expected about the big unfolding Journey (yep, worthy of capitalization). Nearly all of my conversations with her leave me feeling like she flipped a switch and turned on floodlights in my brain, leaving me to see all the goodies I didn’t know were skulking around in the dark.

• Havi Brooks over at The Fluent Self: As the title of her website suggests, Havi Brooks knows a thing or two about finding your fluent self. She’s so real about her own process, and she has great tools for your own journey. I love her writing and always come away with a new A-ha to ponder.

What helps you get to know and love your own skin a little better? And have you found any impact on your practice with this?

So here I am, a wee bit more than a month after hanging out my shingle for my new practice, and I have the lovely opportunity to be intentionally wrapping up my one big consulting job (aka, the thing that pays my bills) so that I can add more appointment slots to my Rolfing week- because, go figure, the ones I currently have are all filled up. Yay! I’m such a rock star! I win!

Except for the, “Oh no! What if I screw it up! I. AM. FREEEAAAKING OUT!” panic attacks that keep bubbling up to the surface. Somehow actually completing the one big job, and then leaning heavily on my Rolfing income to support myself and my son, has hit all these little trip wires of worry.  

For example, one of my totally delightful new clients called me the other day to cancel her next three appointments, because she wants to wait to proceed with her Rolfing sessions. That one little hole of time in my schedule sent me into a tizzy of fear. Suddenly I’m thinking that I also haven’t had a new client call in two whole days. Dear lord, that’s trouble.

I know if you haven’t had a new client call in two months that you’re glaring at me through this screen. And you have my blessings with this- I did mention that these were non-sensical panic attacks. The reality is that I’m rocking it in my new practice, I do know a bit about how to grow this thing, I’ve been in practice for nine years, this is the third time I’ve started a whole new gig from scratch, and the second time that I’ve done it really quickly and with a ton of success- so (pardon the teen text-ese) WTF? What I realized is that it’s just plain scary- this whole private practice thing- no matter what.

If this is your first practice, and/or you’ve been working at it for a while now without leaving the day job- it can be downright terrifying. So why not enjoy the safety net for as long as it lasts? Because at a certain point the safety net becomes a bonafide net. Um, the kind used to trap fish and small animals. All of our abilities to grow are dictated by the amount of space we give whatever we’re trying to grow. We’ve just gotta create space for the things that matter. You can’t expect a plant in a pot that’s too small to become a towering mass of luscious greenness- it’s going to slow down to accommodate the pot it finds itself in.

With all this mixing of metaphors of small pots and nets (I can feel my high school English teacher mournfully shaking her head), you’d think I’m a fan of the leap before you look philosophy. To this I can only say HELL NO. I lived the leap before you look philosophy for a long time and while I learned a ton and have no regrets, I also suffered way more than I had to. I find life to be better when I minimize the suffering I am in control of, because we don’t get to control these things all the time. Looking to see what kind of leap you’re taking (off a 30-story building? into a thorn patch? into a clear beautiful lake?) is one of those issues where we can use a little foresight to minimize our suffering after we land. Like anything, it’s all about balance. Not so safe that you’re growth is stunted, not so fearless that you’re reconsidering your leap as you pass by the windows of the 30 stories that were below you.

With that, here are some tips for leaving the safety net:

• Transition incrementally:  If at all possible, gradually decrease the amount of time spent at the day job as you gradually increase the amount of time spent at your practice. You can try negotiating with your boss to see if they’re open to you slowly cutting down your hours or dropping a day. You can also just slowly add days when you’re at your practice (which I realize makes life very full for a while) and then drop the day job when you’re ready. Having the opportunity to actually experience paying your bills more and more on your private practice income is invaluable in slaying the fear demons.
• Figure out your bare minimum number: Figure out the number of clients you need each week just to meet your living expenses. When figuring out your monthly living expenses don’t forget to add everything in there- how much to you really spend on groceries? What are you paying on monthly memberships for things? No one is looking over your shoulder shaming you for still carrying that gym membership. Cutting down your expenses can be super useful, but for this exercise get the real number of what it costs you to live each month. Also remember to subtract your practice expenses- office rent, supplies, laundry, etc from the amount your bare minimum number brings in. For example, my bare minimum number is seven. For me, seven clients per week equals $3360 a month, minus expenses, which brings the number to $2800 per month. At $2800 a month I can meet my bare minimum for living (and I have ruthlessly cut my expenses, so this number is low for most).  The bare minimum number serves only as a panic button that lets you know to up the ante with your practice building activities once you’re fully reliant on your practice to pay your bills.
• Figure out your freedom number: To know what number you need to leave the day job, you’ve got to use the bare minimum number as a springboard. These two numbers should not be the same number. Remember, the point is for us to minimize suffering here- no need to leave your job only to scrape by. So, how many clients do you need to leave? The easiest way to do this is to take your bare minimum number and add half that number to it. Double it if you’re security minded. That makes my freedom number of clients per week somewhere between nine and twelve. I’m working with twelve in my mind- and I’m only making eleven slots available each week- this takes into consideration that everyone won’t see me weekly, and adds some padding for the ebbs and flows. Keep in mind that I do still have this little site here, and part of my transition back into private practice is to free more time for The Well Practice- so my numbers are low because of my work here, and also because as a bodyworker I can only see one client at a time.  Be sure to figure out your own numbers- this is absolutely not one size fits all. Lastly, remember that once you’re out on your own, you don’t have to freak out when you drop below your freedom number. It’ll happen. Just use these parameters to know when you need to fan the flames of your practice.
• Embrace the reality of fear: I still think Susan Jeffers said it best with, “feel the fear and do it anyway.” There is no such thing as the absence of fear when making big transitions (unless you’re mentally ill) so just remember that it comes with the territory, and isn’t necessarily a sign to stop in your tracks. The reality is that there is no such thing as security, but since we humans seem to endlessly seek it, this can be a bummer. However, when you embrace the fact that fear will show up as we navigate the big stuff,  you can choose what’s best for you- rather than what society tells you is the officially “safe” way to go. In truth, there is no safety (we can see this clearly in our current economy, all my friends who compromised their passions for “safe” jobs are now scrambling)- and frankly, I’d rather rely on myself than an employer to create my income. With an employer you never quite know when the rug could suddenly get pulled out from under you- as noted by all the rug-less people these days. With yourself, you have your panic button number that tells you to kick things into high gear, and your own efforts to rely on to get the magic happening.

This grab bag of handy dandy tricks is helping me a great deal as I make the leap. Other essential goodies for me are meditation, movement, and honing the internal compass (in other words, listening to my gut). Byron Katie’s The Work, also always helps me out tremendously, and I’m currently reading Emotional Bullshit by Carl Alasko. I haven’t finished it yet, but so far I’m a fan and I find it’s a good resource for knowing your own core needs, and clarifying healthy boundaries. What are your life rafts? I’m always game to add new resources to my staying sane library.