This post is a continuing discussion about marketing Alexander Technique, addressed to my colleagues of Alexander Technique.
Jeremy Chance, in his advice for specific A.T. teachers has suggested that I “find the money” from having gained a following among my peers for the quality of my writing about Alexander Technique.
As colleagues, I believe that all of us trained in Alexander Technique would be best served by teaching each other freely on equal terms. I’ve come to this conclusion after studying with Marj Barstow – in workshops where she was the senior teacher to us all. Once you’ve been trained as a teacher, paying a tribute for continuing education should be over. (Paying for the logistics of getting together is another beast.) So that’s why I haven’t gone down the road toward making money from other Alexander Technique teachers. At least my twenty years of history in writing about A.T. did finally indirectly inspire a few Alexander teachers to get out there and write! That has been my objective, and it’s been fulfilled.
In my recent exchange with Jeremy Chance, why would I fight his solution of establishing a niche?
Let me mention some of the beginning assumptions. First, I don’t have anything against being in business mode. I’ve started businesses from scratch many times, and specialized in at least one of them. (See other parts of my website.)
What attracts many, many students is often trivial. Later they get a clue. After their issue that attracted them has been solved, they realize there might be more to what happened than merely their own concerns. Some students do stop at the answer to their solution, and that’s OK.
What originally attracted me to A.T. was my curiosity about the mystique of it. I walked into a room full of teacher-trainees, and I saw people who were capable of shifting their conscious awareness.
But I also objected to that attractor, so much that I feel intentionally deceptive using it to attract others. It’s the same reason I don’t want to attract a following as a “guru,” even though I’ve had what could deemed multiple “enlightenment” experiences. Because A.T. was connected to performance and actors, the people who used this attractor also used an exclusive snobbish that I abhorred. In my writing and popularizing Alexander Technique, I aimed to “demystify” to make A.T. to be easy to understand, not increase its elusive mysteries as status symbol actor trade secret that it was when I was attracted to it. At the time I started this impossible task, (1978-1980) nobody was writing or talking about Alexander Technique – except me…even while hitchhiking to get to teacher-training class on Hwy One when my car broke down. It was phenomenal the way my sole efforts transformed the awareness of A.T. in the San Francisco Bay area for other Alexander Technique teacher.
In that era, Alexander Technique was considered elusive – and there was a reason for that. The experience of lessons takes students to the edge of their perceptual capacity to perceive motion and provides an entirely new perceptual assumption. At the time, nobody knew how to talk about that – except me. When I would talk about it, people who had A.T. lessons would say, “What you say and how you write makes sense to me, but would be it make sense to someone who had never had an experience with Alexander Technique?” I thought those comments reflected the exclusive knowledge mind-set of how A.T. had been previously sold.
People in the Alexander Technique field still don’t talk about how doing it shifts your awareness and level of happiness. Probably because that aren’t so many people who don’t want to make a change – (including myself here, apparently.) Instead, A.T. teachers are reduced to declaring about how it works for back pain and other practical niche solutions. For me, selling A.T. by pedalling benefits is turning A.T. into something similar to selling Snake Oil. AT least it makes A.T. sound like Possibly Effective Placebo Snake Oil, which it is not what it is at all.
My question for the plethora of A.T. niche determiners: In the eye of the buyer, what makes your teaching of A.T. different from every old-fashioned brand of Snake Oil? (It’s a wonderful way to get a mission statement out of yourself.)
When I answer my own question: ” I teach A.T. as an intentional experiment to tap the unknown for new discoveries in how intent translates to action.”
You can read Jeremy Chance’s reply to some of my questions [linked] here.