Do you know the difference between an aim and an objective? Making those distinctions clearly can make the difference between being successful or not, when attempting to reach a goal. Read how one woman is parlaying her understanding of these terms into 108 new appointments!
Shea Englebright, a certified reflexologist and yoga instructor in Orlando, Florida, was so excited after her Thai foot reflexology training last month that she immediately put into action an idea that had been brewing in her brain for awhile. Eager to share her passion for Thai reflexology and, as Shea put it, “practice the bejeesus out of it until it became like breathing”, she transformed her idea into reality by first clearly identifying her aims and objectives, and then determining the best methods by which to reach her goals.
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Before looking at Shea’s successful strategy, let’s look at the difference between an “aim” and an “objective”.
An aim is a general goal. It’s not necessarily measurable and it’s usually long-term. Think what, not how. This is where you dream BIG!
An objective works towards fulfilling your aim. Objectives are specific, measurable and short-term (usually just a few months). Working with objectives will change your life; the satisfaction of reaching one is amazing.
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And now, with Shea’s permission, I share the creative and well-thought-out plan that quickly manifested her dream. You can apply this formula to any professional or personal goal.
Shea’s Aims
1. Show respect for the tradition of Eastern cultures by paying homage to my teacher, honoring the art and lineage of the work and contributing to the well-being of all humankind. (In the East, it is customary for healers to give sessions freely as a way to show this respect.)
2. Define myself as a successful businesswoman and therapist in the community.
Shea’s Objectives
1. Turn Orlando onto the many benefits that Thai reflexology has to offer.
2. Infuse my bodywork and yoga practices with increased revenue during the slower summer months.
3. Develop enough confidence and familiarity so as not to even think about it (or refer to the illustrated manual) when giving a Thai reflexology session. (With the techniques in the background, Shea was free to allow the power of her consciousness to play the leading role in both her client’s and her own experience of the work. For that to happen, she had to find a way to do lots of sessions.)
Shea’s Methods (This is where it got really creative!)
1. Invite Amplified Culture to a yoga class followed by a Thai foot reflexology session. No charge. Providing reviews of great locally owned businesses, Amplified Culture is an Orlando operation run by two bloggers who aim to inspire residents to explore the bounty their city has to offer them (as opposed to tourists). That review and accompanying photos are how people learned about Thai reflexology being offered in Orlando.* This priceless advertising cost Shea nothing other than a few hours of her time, and provided her with a target audience to which she then offered the following challenge:
2. Help her reach a goal of 108 Thai reflexology sessions by September 1.** Shea offered the first 27 people a FREE session. The next 54 sessions (27 x 2) were priced at $27 and the last 27 sessions, $54. The significance of the number 27 is that there are 27 points worked in a Thai reflexology session. (Once the promotion ends, the fee for the session goes up to $80.)
I checked in with Shea a few hours ago to see how her “hearty special” (as she calls it) was doing. Here’s her response, five weeks after announcing her new specialty:
“It has been a HUGE success and pleasure for me. So far, I have booked 70 sessions before the end of August, and another 12 in September. People LOVE this bodywork and really appreciate a break on price of course. Everyone who came in for a free session came back or sent someone else in for a paid session. I have met dozens of new clients through the promotion and also made myself well known in my new studio where I offer the work.
I can’t speak highly enough of Thai foot reflexology on its own. It is a pure joy to practice the art and know that it works. After administering 38 already, I have only had one person not totally love it to death, and his verdict is still not certain.”
I thank Shea for sharing her successful experience with us, and invite everyone to take example from the simple process of clarifying aims, objectives and methods to attain your goals.
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PS. While writing this post, I was very much affected by Shea’s generosity, and found myself unconsciously visualizing a version of her strategy to introduce a new class that I want to start offering this year. The details are not totally worked out in my head yet, so I’ll withhold saying anything right now; however ….
If you are not already signed up to receive blog posts, I urge you to do so right now. (The registration form is at the top of this page.) I will announce very soon what will be an incredible opportunity to gain valuable skills and knowledge in one day of fun, hands-on activities. The cost to do so will be hard to resist – guaranteed! The offer will be made on this blog site only, and will be open to readers of this blog only.
In the meantime, if you want to learn how to give a Thai foot reflexology session, check out the two remaining workshops scheduled for this year. The first is next weekend, May 21 & 22, in Gainesville, Florida. The second is August 6 & 7 in Seattle, Washington.
* Read why Shea chose the number 108. Scroll down to Religion and Arts on the page.
** Read what the women from Amplified Culture had to say about their time at Shea’s studio.