Selling Alexander Technique

Recently, the Alexander Technique community has been treated to an online course in business management. Offered by Jeremy Chance, he’s now in the stage where he’s using real people as examples. Being a classic under-achiever, I volunteered!
This led to a chat with Jeremy revealing the challenges inherent in my twisted sense of business acumen that I’d like to share with you. We were discussing the selection of a “niche” in marketing.

The psychic core that has you dashing from one thing to another and not sticking with a conscious, constructive plan that could give you the support your brilliance needs. I have a few people like this, and I number myself among them. I was “saved” by getting married at 43 and having two kids – I HAD TO STICK TO SOMETHING. Three other people depended upon me. It seems to me that is the core issue you face – do you agree? Do you have another take? I think that would serve many readers…

Yes, I have another “take.” “Following the tried and true” is a common admonition that hasn’t worked for me.
The drive is obviously in me, because why would I continue to be so dedicated to writing? Writing about subjective experience is tricky; it wasn’t my natural talent. Can I turn my writing skill into a money-making form? Either I need to invent a new form, (such as a Skype workshop series?) or marry some of my skills into a new form that combines what I already have done with A.T. as experimental principles. I’ll have to think about that one. What do I already do as naturally as breathing? (Off the cuff, I’m best at generating ideas designing experiments via telephone workshops.)
My best role model in the A.T. World would be Roy Palmer. His “niche” is “writing e-books about AT in sports.” Roy has defined a large, free ranging area of his interest and continues to publish e-books for each area. Each book is supported by a unique website and other marketing activities that are all similar for every book he publishes.
I have plenty of possible money-making projects that show potential that would support the appearance of students who want to learn A.T. But I just don’t finish them. From Barbara Sher’s advice, I’ve realized perhaps my problem has been a lack of a “buddy” to support and keep me on track.
Anyway – our society is made of specialists who are “known for” what they do. I don’t fit that model because I’m a generalist. I’m an innovator-journalist. Specialization is a fad.

Yeah, because it [niche specialization] works!

True. But I’ve tried to fit into that “specialist” mold in my life. It doesn’t supply fulfilment. Attempting to cram yourself into a mold will result in the you or the mold breaking. I’ve already experienced the break.

I’ve trained for more than one job that involved a lifestyle template that I wasn’t able to tolerate. Yet, the training model and activities themselves were exactly perfect.
Even the energy required to complete teacher-training for A.T. wasn’t sustainable for me – I financially crashed and burned right in the middle of my A.T. Training. Someone my age at that time would have had parents come to their rescue; I didn’t. If it wasn’t for Marj Barstow offering me the trade of writing for her in exchange for her teaching me, I wouldn’t have been able to finish my teacher training.

You can’t do what you don’t know if you keep on doing what you do know!

Except I’ve been there, done that. It was unsustainable for me. In a sense, specialization for me is short-term “end-gaining.” I guess that’s not the case completely. I specialize in my mural sign painting on windows without suffering, because it’s seasonal.

We all have the capacity to over-ride our essential nature in the service of …what? For you it was the needs of your family that convinced you to change. As I said, me having more money is just not enough to convince me to change that nature in myself.  Maybe wanting to communicate the benefit of my experience is – so I’ve been doing that directly. The complication is that people won’t recognize the value of my experience – unless I make them pay for it.

Jeremy, you suggested a mentor – who has knowledge of a similar sort of person who I’m trying to reach. Let’s say my “perfect students” are those multi-talented older women. Barbara Sher sells to this same crowd. I’ll use her “Wish-Obstacle” format.
Wish: To inspire the desire for a need for what I offer that nobody knows they need. Obstacle: people have no frame of reference for what it is I’m able to offer them – how do they get this?
I’ve asked her directly. Barbara Sher said, “Tell a story to show the context.”
  Would story-telling work in place of hands-on, which offers context?

I have a strange idea. Perhaps the answer for me is merely to teach Alexander Technique at cost. I haven’t tried that yet. I’d be willing to see where it leads me. If I’m resisting making money in some way – what is the harm in “give in” to that urge to share what I have to offer at cost? There is no A.T. Teacher who will suffer from me giving inexpensive classes, because I am the only teacher who is teaching on the Big Island right now. Wish: to communicate by using my talent for rapport. Obstacle: lack of respect. People don’t pay attention when a teacher makes learning easy, because the student is not making enough of a [monetary] sacrifice. Your answer?

My continuing interest in writing about A.T. merely comes from believing in A.T. effectiveness and wanting to communicate it. I guess I must ask myself, “Is writing about A.T. without getting paid and having a couple of students a month satisfying enough for it to be all I ever do?”

Stories Show Need

For decades of my life I have specialized in adopting rather unpopular and sometimes “outdated” as well as completely new “cutting edge” ideas about ways of doing things. The value that attracts me has been that well-placed effort has a greater benefit and it is of greater benefit than a massive amount of misdirected effort. Less of doing what a person does not want will creatively provide a person with more of what they do want – as an effortless byproduct. This is especially true when small tendencies add up cumulatively over time.

These ideas of how to carry out my values of “doing less, more selectively brings more benefit” seems to be tricky to present to others for various reasons. Many other topics also posses this same challenge. Of course, this challenge of how “less is more” is at odds with the prevailing values of my American culture.
The value of timing a small effort, rather than offering a huge effort in an untimely way is an extremely interesting topic to explore. The interesting part is how to determine what is the appropriate time? It also has ramifications for the health of the planet, etc. The American ideals of “more and more is better and better” is going to have to undergo a significant change, if environmental concerns are going to be successfully addressed.

There are some factors in tactfully introducing an unpopular subject. It is handy to have foreknowledge of the various debate tactics people tend to use to dismiss the validity of your topic that you’d like people to value and/or take advantage of. With their mistaken assumptions about what something IS, people tend to want to fit what is unfamiliar into something familiar that they already know.

One of these debate tactics of dismissal is to say, “Oh, that old thing. We’ve already considered it. ” (Of course a rebuttal might be, “Perhaps there is a reason why that old thing hasn’t already gone away? Because people find it useful after all this time. So perhaps you mistakenly dismissed it before you learned enough about it to discern it’s value?”) Another categorization tactic: “That idea is exactly like this other thing…”

People when they find something new, they want to familiarize it. Perhaps having names for these debate tactics in a list would help us dispense with having to grapple with them over and over again? The debate model is an overused one. There are so many other thinking skills available than debate argument, such as lateral thinking.

OK, so HOW do you address uncovering problems that people may not want to know they have? How do you delicately and tactfully open “a can of worms” for people? Part of the reason people shrink back from admitting they have a particular problem is that they would not know how to solve it if they did acknowledge it!

When it comes to new processes, new ways of thinking, new ways of considering perception, new ideas, new inventions, these problems are common in presenting nearly everything unique, interesting and novel. These issues are also present in formerly useful practices and/or skills that were historically passed up, ignored and possibly forgotten. People might want to resurrect these “tried and true” solutions when the supposedly “better” improvement turns out to have unforeseen drawbacks.

So, I asked a very successful speaker how to deal with it. She’s Barbara Sher. She is a career counselor and speaker with multiple books under her belt in print for thirty years who now writing another book going into depth about the various reasons why certain unique groups of people do not figure out how to become a success. What she is describing as various ways of dealing with “resistance” sounds quite a bit like “inhibition.”

Her advice to me about presenting unusual topics was simple. The key presenting the solutions to unusual problems is to tell stories about why someone would need what I had to offer. These stories would illustrate why someone would want to bother to learn new ways of dealing with what has been more expediently dismissed or ignored. These stories would be about the often forgotten ways how people answered questions and designed solutions that were somewhat short-sighted at a time when they did not know what else to do.  Now circumstances have changed that encouraged new ways of doing things. Of course, eventually these “improvements” that are being designed now will also need to change.

These funny situations would illustrate universal human quandaries and paradoxes. You tell these stories and everyone laughs or cries or both. They can be self-deprecating stories or about other people who struggled and lost. But the common thread, which you spell out are that people dismissed any possibility of changing these problems because they assumed “there wasn’t a solution anyway.”

Then you offer your solutions that specifically addresses the problem. This creates hope for people that possibly there is a way out (or a return to previously valued ways) for the people listening. Their frustration level is not as great as they imagined at first, because if others have succeeded, so can they.

My story comes from a playground of my distant past when I was raising someone else’s six year old. The kid had done a pretty amazing series of moves on the monkey bar built on the side of a swing, sliding down to twisting into a wonderfully elegant twisting dismount from the swing. I had seen his antics, but he wanted to show his dad, who missed his pretty cool trick. Of course, when his dad was watching, the trick the boy had done the first time didn’t work out the same way. The poor kid was quite confused and embarassed. He had just done the trick once, why could he not do it again?

So – I’m collecting stories now. Little stories. Let me know if you have a good one.

New Alexander Class Starting Feb. 25th 2008

I’m happy to announce a new Alexander Technique class through through that will be starting soon. It’s starting near the end of this month on Monday evening February 25th at 6pm and continuing on Thurs evening at the same time for three weeks – six classes. These classes are a real deal if you have never studied Alexander Technique before for reasons of the cost of private lessons which cost from $65 – $100 each; these introductory classes are only $10. each! Because Alexander Technique takes some time to learn, required attendance is for at least three weeks of class, (six classes.) So for less of the cost of one private lesson, you can get six classes in Alexander Technique! What a deal!

The location is in Kamuela, Hawaii, (in a town with two names because the “real” name of Waimea gets confused with a Waimea on the island of Oahu.) The Waimea Education building is across Mamalahoa Hwy. from the Parker Ranch Square main entrance.

This class is specially designed for seniors and their possible needs and pacing. If you have any questions about the classes, please feel free to ask your questions in the comments section. I’ll come up with some answers and we can put them together…just like last time.