Marketing Mini Series 4 • The Mirror of Marketing: Finding Your Authentic Voice

by Michael Max | With Guest Mary Beth Huwe

You know how sometimes patients have these weird symptoms that they think have nothing to do with who they are? 
Well, us acupuncturists are not immune to running up against our own uninhabited edges, especially when it comes to marketing and business. 
In this conversation we get down into the essence of our work, and why it's important to know what we do beyond the story we tell ourselves or the tools of the trade upon which we rely. 
Do you cringe when the word “marketing” shows up? Then listen in, because what you think is in the way… is the way.

In This Conversation We Discuss:

  • What drew MB to acupuncture
  • You know that sensation of remembering something you’ve forgotten?
  • Marketing as invitation, and the profound vulnerability of offering an invitation
  • Is the message about cold water fear, or is the message about fiery heart love?
  • What is the essence of what you do with people? What would you do if all your “tools” were taken away? What’s the work you’re actually doing?
  • Money!
  • Marketing is a mirror
  • Start with the essence, not the mission
  • The importance of polarity and tension
  • Know your target audience; know the dreams, the desires, the dread

I believe thinking of patients as property – “MY” patient – is one of the biggest obstacles to healing. I think if we focus on the affinity we have with people – and not ownership and its subsequent feeling of authority or power – we're much more able to guide them through the healing process. If we find – in fact – that there isn't an affinity, the realization helps us to let go of this particular client without judgment, so that he/she/they can be better served by working with a different practitioner. As an added bonus, it helps us consciously understand who we work best with.

Mary Beth Huwe
Part of what drew me to Chinese medicine – and what holds me here – is its endless emphasis on thoughtfulness and presence of mind. There is nothing dull or rote about acupuncture and herbal medicine; they are both at once timeless and spontaneous.
Understanding the universal ways of life – birth, growth, sickness, wellness, aging, death – and holding that knowledge while treating the individual person is a defining characteristic of practicing this medicine. 
I love working with entrepreneurs, “makers,” artists, writers, performers, restaurant owners… in short, people whose work demands something particular of them. People whose personal unfolding happens through their work.

Links and Resources:

Visit Mary Beth's website 

I've heard people that:
Mary Beth has a talent in helping to bring forth clarity (that is already present, but perhaps a bit hidden) that is nothing short of stunning.