Coming through clearly in a noisy world – Marketing and branding with Alexis Costello

(This is the Conference Journal paper for the International Association of Specialized Kinesiology conference in Bergamo, Italy, April 2017. For more information about the conference or to register, visit


Historically, health practitioners of all sorts have been keepers and sources of information. We go to school, study the body, read the books, learn through experience, and then, clients (patients) come to us with their questions. It has worked this way for many years. But in an information age – when anyone can Google anything and people are used to receiving unlimited quantities of information for free at the click of a button – how do we attract clients and students and set ourselves apart?

This is why we need to investigate the concepts of marketing and personal branding more closely. When you think of the word ‘marketing’ you may have an idea of television commercials, tacky billboards, or an irritating jingle that you can’t get out of your head, but this isn’t the approach that we are going for. Marketing can mean putting quality content out into the world that helps people who are aligned with our energy and goals find us.

It’s that simple.

People are no longer coming to practitioners in order to find out what vitamins will help their symptoms — they can do that online. They come to you to experience your personal energy and story. Who you are (not just which courses you have taken or schools you have attended), really matters.

This is a huge topic and many books have been written on the subject. Unfortunately, we only have a few minutes together in Bergamo, so we need to stay focused and I will keep this very short! We will discuss:

  • Why ‘Marketing’ is not distasteful for holistic practitioners, but a necessary part of our business world
  • How a personal brand is an easy and fun way to market your business with full integrity
  • Why it is important to understand your Core Values in business. We will do a little exercise together to help determine these values, which then form the base of your marketing strategy

In a world that has become increasingly noisy it is important to be clear in your message. An understanding of the points above means that your website, your articles, your social media, and your one-on-one interactions with people, all sing the same message so your clients and students know exactly who you are and what you stand for.

This is going to be fun!


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