A disturbing number of potential Alexander Technique clients have cancelled at the last minute. Perhaps they Googled me?

Jack* emails: “Luke, if you want to build a practice, you will not do good to your cause with posts like that one about people canceling on you. It is a natural part of the process, all doctors have patients that like them, or choose other doctors, sometimes for no reason at all. You will just have to patiently, slowly, build word of mouth. One happy patient will bring five others, but you have only just started. Posting a line like that is the sure fire way to ensure that no one will see you, because the impression from your wording is that you suck and they ran from you. You’ve had your degree for what, three weeks? Relax, and don’t self destruct. To truly self destruct you need to be in the business a lot longer.”

About Luke Ford

I've written five books (see My work has been followed by the New York Times, the Los Angeles Times, and 60 Minutes. I teach Alexander Technique in Beverly Hills (
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