I hate the internet sometimes.
I mentioned in a blog a couple of weeks ago about my infuriation with the misinformation about diets that permeate it, and I pledged to write some e-books about each individual dietary strategy, explaining how and why they worked and what to be aware of. I said it for two reasons: 1) because I do believe that there is a world of misinformation being circulated as fact when it comes to ‘good’ dietary strategies, but also 2) because I believed that if I said something out loud about creating a product then I would have some form of ‘accountability’ and therefore that was a commitment to doing it.
I’d been trying for a while to create something meaningful as an internet product. And I’ve got lots to say and lots in my head but nothing had been working. I felt that the accountability of the public announcement was the push that I would need.
The problem with accountability when achieved through public declarations of intent is that it doesn’t allow for flexibility, or indeed pivots.
And it is in my nature that, rather than feel I can pivot, if I have pledged some form of commitment I keep attempting to complete the “mission”, even when something about either it, or myself, has moved on/changed/migrated.
What am I talking about?
I’m talking about something called the Practitioner Liberation Project. I have almost written about this twice before, but something has stopped me. This is an online course which is phenomenally detailed and expertly crafted. It is a course for natural healthcare practitioners to learn about how to promote their business. And they are filled with great ideas.
There are marketing funnels laid out (this is just a stream of promotional ‘stuff’ which you can send out on Facebook ads/email lists/potential customers etc. with a chain of free content which hopefully converts a mildly interested browser to a captured ‘client’). The course teaches you how to leverage Facebook ads and social media marketing, building your client base, your reach and ultimately your bottom line. It lays out how to transform your client-facing business into an internet model and then grow this exponentially, potentially creating a 6-figure business. The course costs thousands of dollars. And I have been seriously tempted to do it.
In fact, about five weeks ago I almost did. But I simply did not have the disposable income, otherwise this blog would not be being written (but ironically more people might have been reading it!).
The funny thing is that I have nothing against this course. After over 5 years of being a PA for high-level executives in London I completely grasp business. I am able to mastermind a strategy (and a marketing funnel) and also comprehend the elements needed to define your niche, create a brand, deliver a service and then hopefully a product which provides passive income etc. etc. I understand the system, and have long moments where I wish I could use my understanding to my advantage. This is, quite simply, the best course out there for healthcare professionals who want to go this way.
My problem with this is that I haven’t yet, in years of healthcare investment as both a patient and practitioner, discovered anything universal that means anything. Which means every time I put pen to paper to write or create something as my ‘message’ or ‘product’ (for that elusive passive income) I am conflicted by the fact that what I am about to write is not always true (and/or relevant).[mkdf_blockquote text=”There really are no universal principles to a journey to wellness because even if the ingredients are the same (diet, lifestyle, sleep, stress, mental outlook, attitude, relationship healing, finding some sort of spiritual connection/meaning/purpose), the makeup of these ingredients – and the order in which they are implemented – varies enormously.” title_tag=”h2″ width=””]
And the other issue that I keep bumping into when trying to create my niche, or develop my online product which provides passive income (like those ebooks I committed to) is that I actually can’t do it. I have failed at them. I’m, self-confessional, rubbish at it.
And I sort of don’t care.
My e-book on the ketogenic diet is already split into 7 chapters and is so filled with caveats and ‘if this, then that’ that it is not only confusing but pretty useless as a text. Ditto the SCD diet (which, ironically, was promoted heavily by the same people who now run the Practitioner Liberation Project). As a practitioner, I don’t really have a cause which I champion, or a diet I promote above all others. Part of my job and part of being me is to create the bespoke plan that will suit, complement and not overwhelm an individual in their process.
And being rubbish at writing those ebooks has shown me more about my niche than defining my niche ever would have done…
I guess that in all of my healthcare journey, the only universal I have come across is the fact that everything is individual.
Which rather invalidates those ebooks and ‘prescriptive guides’. And it also invalidates some of those really neat, time-saving strategies that you read about in books like The Four Hour Work Week. I can’t do canned responses to most of my emails, because I care to much about giving a nuanced response which relates to that specific person. Even the words used in an enquiry give me subtle clues about how to answer a question. I don’t feel like I’m being me if I create something pre-written. And people who contact me are typically in pain or unwell. Their call for help requires more than a canned response.
It has taken me some time to recognise it, but my niche is not in my type of client but in my approach. I can’t offer a recommendation on anything without knowing more about you, your needs, your character and your reality. And I will admit that I don’t particularly want to be ripped apart on the internet by spouting something as an absolute and having someone point out the exceptions. There are always exceptions to rules and I don’t particularly want to create something wherein I’m so conscious of pointing out the exceptions that the whole thing becomes convoluted, meaningless and unhelpful.
Instead, I build my practice on people. People who have typically been confused or abused by the healthcare system thus far (both conventional AND complementary) and people who are looking for answers. I take a helicopter view, imagine all avenues, and use the cues of language, history, tests, stories and symptoms to understand each individual. From there, I use all sorts of things from my databank of storage (both innate and virtual) to design a strategy that suits an “n of 1”. It may be more labour intensive on my part, but it’s just who I am supposed to be.
So I won’t be creating an e-book anytime soon (tempted to pull that commitment down, but won’t).
But I will be trying to write more from my own history (someone said to me the other day that they had no idea what my particular story was) and probably try to write more regularly, debunking and demystifying some of the myths perpetrated in healthcare to bring perspective and information, rather than specific answers, to those who still have questions about how to help themselves.