Chapter Three: How to Write a Blog for a Complementary Therapy Business

Chapter Three

Deciding on Blog Topics: What to write about


16053314 - tired and stressed young asian woman
Ideas not coming… Coffee need more

Use your skills and knowledge to create intellectual value

For a complementary therapy practitioner, this is where we have the chance to produce something very unique, which is relevant and informative to our potential readers. We will have knowledge of our therapy, but more than that – the path which took us onto this therapy, will probably hold some useful nuggets for possible topics.

For example, a lot of people embark on learning a complementary therapy because it helped them deal with a specific health complaint. Well, straightaway, you have a topic – not just for one blog article but a whole series as well as a detailed guide you could write.

There is no better experience than personal familiarity with a disease. You will know just what a person is going through with a disease. You will know the feelings and the searches for a solution to the problem. You may even have fallen in some potholes on the way to finding a way to deal with your problem.

Whether that problem is acne, fertility, headaches, or stress, it is guaranteed that there will be other people with those same problems, who are also looking for a solution. And you may just be able to point them in the right direction.

Ideas for topics

This is where you can let your creative forces be unleashed. Some people struggle to think of ideas, especially every week. This is because creativity is in many ways, like a muscle. If you are stuck in an office typing spreadsheets for 8 hours a day, your creativity muscle will look like a squashed worm on the pavement on a wet day.

You must use your creativity muscle to keep it strong and supple. If you don’t, it loses it strength and function. Fortunately, there are ways to encourage it.

Firstly, journaling. Get in the habit of writing a little bit each day. If you have a PC, use Microsoft One-Note. This is a journaling software that is easy to use. Reflect and write whatever you feel like. This is your own space, which no one else will be reading, so go for it and write whatever comes. it may even reveal some interesting insights to you. All of this will exercise your creativity muscle.

The second idea comes from the blogger James Altucher. He recommends that you carry a small waiter’s pad with you at all time and get in the habit of writing down ten ideas every day. These ideas could be crazy. They could be ideas for inventions or ice cream flavours. It doesn’t matter. Just get in the habit of thinking and writing them down. You will find one or two gems in there.

Perhaps if ten a day is too much, then ten a week is doable especially if you use One-Note. At some point, look back and check what you have written. You will be able to see if there are any ideas for blog articles among these ideas.

I have tried this exercise, and my computer is full of blog article ideas that haven’t been written up yet. I know that if I want to write an article, but cannot think of an idea, then I need only look at this electronic notepad to get something.

Popular themes that people search for online:

People want to learn how to make money or how to get the job they want. We want to look good and find someone to love or to love us. People want to be more powerful than they are.

Some want to criticise the governing party and fix the world. Others want information or inside knowledge that sets us apart from the rest. Lastly, almost everyone will want to have better health. We will search out all sorts of different things on the internet.

These are some basic human desires. It is these desires that will drive people to search the internet. On a general level, people are driven by:

  • Sex
  • Money
  • Power
  • Health

Let’s elaborate on these sections…


Sex sells. This is a typical marketing term and it still holds true. By ‘sex’, I don’t mean the physical act – (not unless you are running an X-rated site). By sex, I’m talking about the idea of attractiveness and looking good – whether that is based on physical, material or social status.

People want to look good and to appear more attractive. The whole world of social media like Facebook and Instagram is about looking good and being admired to the world. This is driven by the sex instinct. Perhaps on a deeper level, it is also about seeking love and validation, but that is a different matter. This instinct also drives people to want to make more money and be more successful at work.

This is a great selling point. Adverts will use attractive people to sell products. Sex works as a theme also for complementary therapy practitioners. How so? You are selling health, you are selling wellbeing. Look at the Millennial generation and to a lesser extent, Generation X. These are generations fully immersed in social media and the idea of putting your life and your appearance on display.

Appearance is closely tied with health and wellbeing. You only need to see just how popular Yoga Instagramers and YouTubers are, to get an understanding of how valued outer appearance is. And one of the biggest aspects of this is sex. Sex sells.

People want to feel better, but more so, they want to look better. A complementary therapist can work in this area and blog on the topic accordingly.

For example, if you focus on facial acupuncture, some clients may come to you to remove wrinkles. You may also have your own skin care products or do facials. You can also focus on acne as one of your main treatments, which is tied in with appearance and beauty.

People are coming to you because they want to look better, which in turn makes them feel better because we all want to be more attractive. It is curious, but people are more prepared to spend money on looking good then on feeling good.

For example, some people will think nothing of spending £40 on a skin cream product, but may hesitate when it comes to paying the same for a massage or acupuncture session, even though they have knots the size of satsuma’s in their back.  Appearance seems to occupy a greater priority than internal health.

So focusing on beauty, appearance, skin care, attractiveness or even style and fashion can be a unique selling point for your business and your blog. It can help to attract a certain type of audience to you, especially if you can sell the idea that external beauty is closely tied to internal health and mind, which it is anyway.

I mentioned two other areas: Money and Power as driving forces for people to search the internet for answers. These two areas are not so relevant to a complementary therapy business and blog. Health is obviously far more relevant. Nonetheless, before I discuss Health, I’ll just briefly touch on Money and Power.


Making money has always been an attractive topic for people. Money opens lots of opportunities for us. Websites, blogs and books about making money have always been very popular. Money means freedom to experience more in life and to be able to avoid certain stresses that comes with not having enough money.

As a complementary therapist, money is probably not going to be a topic you are going to blog about unless you decide to talk about the business aspect of it. On the other hand, there is no reason why you can’t blog about it anyway. I do.


The big car, the career and the exotic holidays are all status signs of power. They allow us to portray an image of success and power to the world.

People chase power and success. It’s a huge motivating force. The problem is that a lot of people study and work hard and then land these high powered jobs, but sometimes, they have had to sacrifice their health and mental wellbeing in order to achieve it. There are plenty of stressed and tired city workers in London or any major city.

With this kind of work, a common consequence is stress, anxiety, depression, back pain and stiff shoulders. In a worst case scenario, some of these people are running themselves down too much and are at risk of a serious illness unless they change course. All of these people are potential clients if you can learn how to target and reach them and make it easy for them to find you.


For a complementary therapy practitioner, your main arena is going to be heath. Obviously this is the main theme that you will focus on writing in your blog because we have the power to help relieve or alleviate someone’s health problem. The challenge is to get that message heard, so people know to come to you.

All of the above points  – sex, money and power are important in their own right, but let’s look it at this way. Having no money, power or sex is annoying, but it’s not the end of the world. You can survive.

But when you lack health and wellbeing in any area of your life, that lack will overshadow everything else. You may be the richest person on the planet, but if you are in great pain, you would happily sacrifice half of all that for the alleviation of your suffering.

The irony is that. Most people don’t think about health until they lose it. People mostly focus on sex, money and power. They may spend their whole life chasing the above, even at the cost of their health. Yet health is arguably the most important of all.

And it is your job to remind people that health is important. You living depends on it.

So blogging about topics of health – especially common issues that affect many people will help you draw potential clients. Some common health problems these days are depression, stress, and infertility problems.

And if you do some writing on a particular topic, don’t just write one article. Write a whole series. Make it a theme. People do not get tired of reading the same topic in a blog especially if it relates to them. In fact, they will see your blog as a place to go for that specific problem and will look for your unique insight.

Your target audience

Teenager in the shower obsessed with the smart phone
 – And I really thought the Passion of the Christ would have more naughtier bits in it –

What is the target demographic that resonates with you, and they with you?

You need to give some general thought to who you are writing for. Even better is to write a profile down. This may be decided based on a few different demographic factors:

  • Target location
  • Age bracket
  • Sex – male or female
  • Professional and socio-economic background
  • Your audience’s interests

I will elaborate a little on these factors:

Target demographic

In my previous eBook on ‘How to Set up a Complementary Therapy Business on a Budget, I discussed about target demographics and how to identify the make-up of specific areas. See that book for more information on this topic.

Target location

This depends on what the purpose of your site it. If you simply want to attract more clients from your local area, then you may consider writing some blog articles about health care events or other activities in your local area. A lot of articles will contain keywords for your locality.

For example, the blogger WalesOnCraic has built up a huge audience by creating a blog based on South Wales.

If you have an eBook on helping a specific health complaint like arthritis, than you don’t just need to think locally. You may want to target all English speaking countries.

On the other hand, if your business is focused on treating people directly, who suffer from arthritis, then it would be beneficial to focus on your local demographic.

Lateral thinking

In this example, be aware that people who suffer with arthritis tend to be more in the 60-80 age group. People over the age of 70 are less likely to use the internet or be able to find your blog. It may be better to focus on other methods of promotions such as classified ads.

Either you forgo the blog, or perhaps if several of your patients have elderly parents, you could let them be aware that you also treat conditions like arthritis. For example, you could blog primarily about gynaecological problems and then include a few articles about arthritis.

Male or female

Some therapies, will tend to attract woman more than men and vice versa. For example, men may be more driven to see an osteopath or chiropractor than to visit a therapist who practices Bach Flower Remedies.

You may feel more comfortable treating women, or perhaps you practice a therapy that tends to be more popular with female clients than male. In these cases, you may be better off focusing your blog on issues that affect women rather than men. For example, gynaecological problems, or things like shopping… only joking.

Or perhaps you have personally dealt with male issues in the past, such as prostate cancer, erectile dysfunction or baldness (hopefully, not all at the same time) and you want to share your knowledge with other men to help them as well as make a business out of it. In which case, your blog will be focused on men.

Age brackets

These are some standard age brackets used in advertising for targeting certain age groups:

  • 12-17
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+

These age brackets are subject to change. They range through the different generational groups, such as the Silent generation, Boomers, Gen X, Gen Y, and within these generational groups, they can be further broken down.

On this chart above, everyone over 65+ is lumped together and I assume from a marketing perspective, they are not seem as a target group, perhaps supposedly because of perceived lower disposable income. Yet, that would be a mistake, because this group can make up a significant percentage of a complementary therapist’s client list.

In Japan, I observed one acupuncturist, who had several clients in their 60’s and 70s’. They made-up a significant proportion of his clients during the early afternoon and morning hours, which are sometimes ‘dead hours’ for complementary therapists.

From a business perspective It is well worth considering the age brackets of your potential and preferred clients. For example:

  • What is the general age range of people in your local area?
  • What is the general age range of people you would prefer to target?
  • What is the age range you feel most comfortable with?
  • What is the age range that is more likely to contact you or can be helped by your specific treatment
  • What do you understand about the different needs and habits of these specific age ranges? For example, the health needs of a baby boomer approaching retirement will be different to a member of Generation X in middle age.

As a complementary therapy practitioner, you may be open to treating patients from all age ranges from baby to the elderly. Many acupuncturists operate this way.

For example, I visited the clinic of an established acupuncturist in Yokohama in Japan. I observed a mother bring a baby in for a baby acupuncture session. Then after that, an elderly lady came in for her weekly session.

In his case he was able to appeal quite broadly across a wide range. On the other hand, he worked in a small residential area and was unlikely to attract city workers or younger people from the Millennial generation.

You may feel that your therapy can benefit all age ranges. This may be true, but from a marketing point of view, it may be better to focus on a specific group rather than all groups.

Consider what is the age range of the clients that tends to come to you. Or if you are not practicing yet, or you are building up your practice – what is the age range of the kind of client that you would feel more comfortable seeing or you feel you can target?

In my case, I am open to treating all age ranges. However, I tend to attract the age range of 28-45 and predominantly female. With this kind of information, you can then start to narrow down your target group.

If I then started researching the kinds of issues that affect women in this age group, and then wrote a lot of articles about it in my blog, then I may be able to increase my target audience and attract more clients.

In my own case, I have chosen not to focus exclusively on this target group It would be better from a business perspective to do so, but I am more interested in developing a broader experience of treatment and exposure to different conditions at this point in my life.

Professional and socio-economic background

This can differ depending on your location. For example, if you were a sports massage therapist and you live close to a major city, you may target relatively well-paid city workers or professionals. These people usually have some kind of muscular pain problem from work stress and need relaxation. Your blog may be focused on articles about mindfulness and stress release.

Perhaps if you have escaped the ‘rat race’ and are looking at making a new holistic and healthy lifestyle, then that story could be really inspirational to an audience, who secretly wish they could quit their jobs and follow their dreams.

If you live in a small rural town, than you may be focused on the retired or elderly.  In which case you probably don’t really need a blog. A blog can be a major time-sap, and if you don’t think there is any benefit to be gained from it, than you probably don’t need one.

If you only wanted to pick up local clients then you would be better to advertise in local newspapers, health clinics or fitness centres. If however you wanted to sell products or courses for a condition that did affect the elderly, than by all means a blog would be useful.

The current generation of web savvy and net-surfing people may be looking for solutions to help their parents or grandparents. And at any rate, they will get old too and at some point be looking for answers online.

Your audience’s interests

This can be therapy specific. People may be finding you online to help them treat a certain problem. But how do they know that you have the solution? Say for example, you are a Bowen Technique therapist. You know full well the benefits of your therapy. But many people will not, especially compared to a therapist like a Chiropractor, who people will immediately associate with fixing back problems.

Looking at the Chiropractor example, if you have a website, people will search you out generally for back problems. However, it may be that you don’t just want to fix people’s subluxations.

In fact, a larger part of your treatment is incorporating major lifestyle changes like regular exercise and diet. However, people are more likely to come to you first for help with their back pain.

For a chiropractor writing a blog and trying to build up an audience, he may well have to consider writing a percentage of articles on healing back pain. And not just one article is enough – write lots of different articles on the same topic but perhaps with a different slant. In this way, your audience will find you.

But then at the same time, you can include those blog articles on lifestyle changes and diet. I have read one chiropractor’s blog where he goes even deeper, talking critically about pharmaceuticals and the standard medical approach to cancer as well as vaccinations. In this way, you satisfy your audience’s interest, but you also widen and draw your audience in deeper, as well as educating and improving their lives at the same time.

Think about what drew you to your therapy

So again, with the example of the Bowen Technique practitioner. Ask yourself what drew you into Bowen technique? What drew your colleagues into it? Is there a common factor?

That factor may be something like an article in a major magazine talking about the benefits of Bowen for a specific condition. Or it could be that you were all drawn to it based on the work of the person who founded the therapy. And if you were drawn to it in a particular way, then other people may be too. So you just need to figure out how to use that interest to bring clients to your blog.

Sometimes, articles in mainstream media magazines can be very helpful. Acupuncture is a good example of this. Acupuncture is actually useful for a lot of different conditions, but some journalists wrote about using it for fertility issues and then an association was created of acupuncture with helping fertility problems. Because of this, many people will search you out for infertility or IVF support.

Other examples of associations and interests are: hypnotherapy for stopping smoking, homeopathy for childhood illnesses or as an alternative to vaccination, Mindfulness for stress. Possibly cupping for sports injuries (e.g. Michael Phelps had pictures of his cupping marks on his back during the Olympics).

These are some associations that may draw traffic and potential clients to your website. You may be able to think of many more associations. If you can, write  some posts about these particular topics and make sure to include lots of relevant keywords in your text.

To conclude, these are some simple ways in how thinking about your target group could help you write relevant blog articles that will reach a particular audience.

Of course, there is a balance. You may prefer to write about things of interest to you rather than what can attract viewers. That may be writing about the more technical aspects of your therapy or about a seminar you attended. By all means do this, as it is a great way to show your knowledge and experience. But also, think about your demographic and put things out there that will be of value to them.

You also have to balance between narrowing down to a certain target group but also being broad enough to have something to offer to a wider range of people. These are just general concepts, because in reality people are far more varied and complex even though they may belong to the same demographic.

Bullet Points

 To recap:

  • Always keep brainstorming ideas for blog articles and write them on a notepad or your laptop. For example, try the 10 ideas a day/week exercise.
  • Consider what are motivating and driving forces for people?
  • Consider who is your intended target audience – look at age bracket, sex, location and socio-economic background
  • Consider what drew you to try out your particular therapy in the first place. The chances are other people will be following the same path and you can intercept them.
  • Narrow down to a niche that is in demand, and write articles on it to attract readership.

Next Chapter (Coming Soon)


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Chapter Two: How to Write a Blog for a Complementary Therapy Business

Chapter Two

Types of Blog Articles and Posting Schedule

 Primary Blog Articles or MVC’s

There are several different types of blog articles, which have different purposes. For the sake of this eBook, I will only focus on two that I think are most relevant.

Of these two types of blog articles – one is a primary article. Otherwise known as ‘Massive Value Content’ (MVC) posts. This will be a killer content article – the kind of article where you give away very useful information for free. For example, you may write a very comprehensive post on how to reduce back pain, with explanations of what causes it, exercises, diagrams, or your own experience of treating it.

These articles can be your main pieces of work and if they directly relate to your business, should be considered as cornerstone content. This means you will want to pack them with key words as well as a call to action. (I’ll discuss these two later). This kind of article should be long – approximately 2000 to 3000 words long. You could even go up to 6000 words. It’s a lot of work but you don’t need to produce too many of these articles.

Filler Blog Articles

The other type of blog article are known as ‘filler’ articles. These can make up the main bulk of your blog and may contain useful information on specific problems, or your experiences. The optimal length for these types of articles should be around 750 – 1100 words long. In comparison to primary blog articles, these kind of articles can be written in an hour or two.

If you get carried away on an idea and it starts to creep into the 2000 to 3000 word range, you have a few options. You can either keep it long. There’s nothing wrong with long articles. Google likes it. Or you could break it down into two different articles. Or you could make it a MVC article.

And if you really get carried away with an article, moving into the 6,000-10,000 word range, and it is on a topic that you feel may be useful for people to learn about, well you can always consider turning it into a short eBook or a free PDF to encourage people to sign up to your mailing lists. However, these last two points, I won’t discuss in this eBook.

Publishing schedule

Retro reporter working late and smoking
The deadline is tomorrow…! Where’s the Scotch?

Steady & Consistent: Going to the Gym

If you really want to take your blog seriously, you need to publish regularly. Think of it like exercise. Going once a week is fine for a minimal level of maintenance. On the other hand going too often to the gym – like 7 days a week is far harder and can lead to burn out or a complete loss of motivation.

The best frequency is to go 2 to 3 time a week and a minimum of at least once a week. You will start to see optimal results by going to the gym at least 2 or 3 times a week, every week.

Steady & Consistent: Blogging

So it is the same with blogging. You want to produce an article at least once or twice a week. Set a certain day of the week when you release it. Some bloggers choose Sunday. It may be that you write the article on Wednesday, but for the sake of consistency, aim to release it on the same day each week.

You don’t want to leave it too long between posting articles. Google prefers fresh content. It also likes websites with lots of original content. Though it may take time to build up a site if you are publishing once a week, it doesn’t matter. Like I said before, it is a marathon, not a sprint.

Build up some posts in reserve

If you do feel motivated to write lots of articles, especially at the beginning, then do so, and then sit on them. Edit them and get them ready, but don’t publish them yet. You can save some of them for the future, for when you are busy and have no time, or perhaps, when you don’t have the motivation to work on your blog. This way, you can continue to publish consistently even when you don’t feel motivated to write.

In the beginning, I would recommend that you start off with the minimal amount of work in a blog. Publish a series of  short articles – 750 -1100 words long. Publish on any area you like and release them. It is more about getting into the swing of it and getting your toes wet. As you get used to the process, you can start to consider working on the bigger articles.

A lot of people don’t realise that writing is actually really hard work. It requires a lot of focus to design, structure edit and proofread an article or any piece of work, even a blog article.

It also takes some bravery to actually put it out there live on the internet, for people to read, scrutinise, criticise, compliment or simply ignore. And then to do it again the following week, takes a special type of mind.


Writing consistently on a  specific topic is beneficial especially if it is on a topic of interest to people. It means that a reader knows what to expect from you and will return if they want to learn more from you on that subject. This fits in with the idea of finding your own niche.

If you tend to write on lots of different things, you may be able to grab a wider audience in the long term, but in the short term, it will take longer to build up an audience, which means your traffic will be low for longer.

Bullet Points

So to recap:

  • There are two types of blog post – primary posts (Massive Value Content) and filler posts.
  • You need a few primary posts (MVC’s). The majority of your posts can be filler.
  • Aim to write blog posts between 750 – 1100 words long
  • A few of your primary posts (MVC’s) can range from 750 to 3000 words or longer.
  • Write consistently – a minimum of 1-2 articles a week, every week.
  • Specialise – Try to keep to a narrow topic or niche.


Next Chapter (Coming Soon)


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Chapter One: How to Write a Blog for a Complementary Therapy Business

Chapter One

Picking your Blogging Platform

Making a blog

These days it is possible to create a website, which has a blog function combined together as part of it. It depends on which platform you use for your website.

For example, my second  website was built using This is a website company that specifically designs websites for complementary therapy practitioners. The only downside, was that it came with a limited number of pages and also a limited amount of space on each page. When I tried to turn one of the pages into a blog and uploaded several articles, I soon ran out of space.

When I contacted customer support, I was told that I would have to use an external blog provider if I wanted to add a blog and then provide a link on one of my pages externally to it. So although it was a good website company for my business, it was not suitable for me if I wanted to add a blog that I was serious about.

At the time, I chose to follow this advice and use an external blogging platform but my blog never really got off the ground. I used Blogger – a free blogging platform. However, this was never a satisfactory solution for me, as I wanted to have a single centre of operations – one big website that could combine my business, sell products, provide free PDFs and other downloads and also have a blog.

For my current blog and website, I use At the time of writing this guide, I am still working on my current website and blog and building it up. FYI, this is an affiliate link, so if you click above and buy the Premium Plan, I can buy myself a Cappuccino. I’ll talk about affiliate links later in this eBook.

The Big Guns

I was told by a computer engineer that these days, if you’re serious about websites, it’s all about WordPress. And when it comes to search engines, it’s all about where you place on Google. It’s true that these companies do dominate a large share of the online market, but they are not the only providers and search engines around. In fact some people are moving away from Google seeing it as too powerful. Nonetheless, the chances are, most websites you come across these days will be made using a WordPress template and most online searches are carried out using Google.

WordPress and WordPress

For your information, there are two WordPress companies: and

There is a whole debate on the internet about which one to use, with many people recommending the .org version because of the greater freedom it provides. However, it does carry greater responsibility particularly regarding security. This is an important issue, especially if you are not so tech minded, as you don’t want to lose your work due to a hacker or malware.

Suffice to say, both are very popular and have their advantages and disadvantages. I currently use for several reasons, which I have written about in this article on my website.

If all you want is a free blog, it is worth using (free plan). If you go with, you will have to pay a small fee for hosting it.

Whichever provider you choose, depends on where you want to take your blog in their future. With some blogging platforms, you do have the option to switch from one website host to another at any time. For example, if you wanted to switch your blog from to, you would be able to make the switch relatively straightforwardly, as the two platforms are very similar in structure. There are also plenty of free guides available on the internet teaching you how to make the switch.

If you do use, you may want to consider upgrading at some point to the Premium plan to buy your own domain name. Otherwise your domain name will have ‘WordPress’ in it, for example – ‘

It is better to get your own domain name, so your domain will be ‘ instead. When you own your own domain name, you can take it with you if you ever change website companies in the future.

You can either buy your domain name through WordPress or you can buy it from a separate company like GoDaddy and then you will have to go through a small procedure to ‘map’ it to your website.

The advantage of using WordPress (.com & .org) is that you have the option to create a website and a blog together. You can choose a home page and other pages as well as a blog and it all fits in consistently with each other. This works better for me, then utilizing a separate website with an external blog as I had to do before. But you may already have a good website set up and you just want to add a blog. In which case, using an external blogging platform and linking it to one of your pages can work just fine.

If you are fine with connecting an external blogging platform to your website, then is an excellent resource. I used this previously when I had to connect my blog to my Webhealer account, and it is relatively easier to learn than WordPress. A lot of popular bloggers today use this platform and it is straightforward to set up. Alternatively, use

There is a learning curve to go through when using any new blogging platform. You will have to take the time to figure out how it works and if you are not too used to computers, it can be a little frustrating at times. Fortunately, there are a lot of free guides on the internet especially through Google and YouTube.

Also, some of these platforms, for example (on the Premium Plan) have 24 hour online helpdesks to support you when you get stuck. Or alternatively, if you know anyone who is computer savvy, this may be a time to enlist them. Especially any Millennials that you may have around you.

Mobile optimised

After 2 weeks of non-stop social media surfing, Cynthia turned into a fish.

Smartphone Addicts

More and more people are using their smartphones to surf the net, far more than laptops and tablets. One simple glance at people on a train or in any kind of waiting area will tell you that people are more or less glued to their smartphones these days. I am too.

Smartphones have become a replacement tool for any occasion when you have time to kill. Like when you are in any public place and want something to occupy you, or so you can look busy. And of course, they are handy for whenever you want to do a quick search for important information like ‘how many kittens can you fit into a red telephone box?’.

We are only moments away from a smartphone, whereas a tablet or laptop takes a little more effort to pull out and use.


With this in mind, your blog and also your website must be mobile optimised. This is absolutely necessary. If your blog is not, then you have to convert it as soon as possible. Mobile optimised means that you can read the text, clearly and easily on those tiny screens.

Most website platforms are aware of this and will design their themes accordingly, but still a few don’t. And if you try to read text on those screens, you are constantly having to swipe left and right to read it all the way through. This is enough to put people off from reading your content. There are also rumours that Google’s algorithms are moving towards favouring websites that are mobile optimised in the future.

In a way, a blog and a smartphone are a perfect marriage. I can think of many occasions when I have read through pages of someone’s blog that I found interesting, in the same way someone might read through a novel. Being able to do it on a smartphone is really useful because it means I can read it anywhere I want, such as when waiting for the washing machine to finish its spin cycle, or whilst cooking a meal. Or like the picture above – whilst in the shower.

If you are busy or have many demands on your time, the convenience of pulling out a smartphone and reading interesting content is invaluable. In some ways, blogs are like the equivalent of novels, magazines, gossip columns and other types of publications – all in one easily accessible format.

Bullet Points

So, to recap:

  • Decide on a Blogging platform.
  • Popular options are WordPress and Blogger.
  • There are two types of WordPress – &
  • com and Blogger have free blogging options.
  • You can always move your blog to another platform in the future.
  • Your blog must be smartphone/mobile optimised so it is easier to read on a phone.

Chapter Two – Click Here


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How to Write a Blog for a Complementary Therapy Business (COMPLETE FREE eBOOK)

how to write a blog for a complementary therapy business

I have decided to publish the complete full ebook on this website –  ‘How to Write a Blog for a Complementary Therapy Business‘ for FREE on this website.

If you would prefer to read this book on your Kindle device, it is available as a formatted eBook through Amazon: USUK, AUS, CA and on several other Amazon marketplaces. However, there will be a small charge as I am using Amazon’s services.

Scroll below for the eBook. Also a full chapter list is here.

‘How to Write a Blog for a Complementary Therapy Business’


If you’ve built a website for your complementary therapy business, you may well have considered whether you should add a blog to it. After all, blogging has become wildly popular and is a good way for a perspective client to get to know you better.

You may already have a website to promote your business, but it will likely be competing with many other websites. Having a blog with a regular flow of new articles, increases the size and visibility of your website on Google. It may also be able to draw traffic from people who find out about you from one of your blog posts.

More importantly, a blog enables you to build an online platform – a number of people online that you can connect with and possibly promote your services or products to. There are a lot of benefits to having a good blog.

Why have a blog?

You have to consider some of the psychology of a prospective client. Someone may come across your site looking for a therapy, but they may be hesitant to contact you. As Tony Robbins says, it is only when the pain of discomfort becomes greater than the problem, that a person will act. A person may come across your site, but still hesitate to contact you especially if they are new to therapy work. After all, what should someone expect from a treatment?  What do they know about you?

Obviously you will cover all this information in your ‘Home’, ‘About’ and ‘FAQ’ pages on your website as well as in some of the pictures you show. But still, it may need just a little bit more to tip the balance. It can help to show your beliefs,  your thoughts, experiences and your stories.

This is where a blog can help. It is a chance for you to share more information, experiences, perhaps some personal interests or healthcare tips. The blog gives your readers a chance to get to know you a little better and perhaps find some common ground in thought or belief.

Once they can see that you are a normal person, who has some experience in your field, they are more likely to put aside their reservations and contact you. In some cases, it may even create a sense of urgency in them, that you are the person to contact.

Other benefits to a blog

It’s fine to have a good website, but you need traffic. This is lots and lots of people clicking on your website, looking through your pages and eventually contacting you. There are various ways to build traffic, such as using the right amount of keywords in your homepage and writing relevant content. Another method is to gradually build up a blog with interesting articles and slowly build up regular traffic with followers or subscribers.

A blog is essentially like casting another net to increase your chance of catching more fish. Or like having another arm like a Hindu god, to your site in order to grab some more apples. If you create the right type of blog, it may even have the potential to attract traffic in its own right, which would be ideal because then your website would rank higher in Google. In this instance, you could draw more clients in from that traffic. You could also consider monetising your website to bring in some extra income.

Another arm to your website:


Having a blog is much like having an extra arm for your website to grab more potential customers. Kind of like the Hindu god Shiva in this picture.

Some considerations

There some things to be aware of: Whilst there are some people that have made a full-time living from their blog, especially in the early days of the internet, these days, it is much harder to do so. The blogosphere is saturated. There are millions of blogs. Perhaps more than the stars in the sky.

For the same reason, it is also much harder to get traffic coming to your site and can take a long time of posting, seemingly without any reward, before you start to get people coming. But come they will– you must believe. And there are ways to speed up the process. I hope this guide will help you in doing so.

For example, one way to build and write a blog is to focus on a niche or a small subject area. Then you may be able to pick up viewers who come to your site for that express reason, who will then return, because they know you will have more information on that particular topic.

One example, could be someone who creates their own herbal products from their own plants. They may write about the plants, their qualities and how they make these products and what it is good for. Such a site is popular with people these days looking for an natural alternative to their health problems, than the usual pharmaceuticals which carry with it lots of side effects and quite often doesn’t fix the problem.

Other examples are people who only specialise in treating acne or arthritis. Their audience will most likely be acne sufferers or arthritis sufferers and as these can be difficult long-term conditions to treat, their visitors may well bookmark the site and return every week for information or support.

What kind of things can go into a blog

Basically anything and everything. However, as I mentioned before, it may be a good idea to stick to one niche area, which you can specialise in. Then you can start to build a reputation or small degree of authority in that area.

If you specialise in treating a specific problem like diabetes with acupuncture, (perhaps you suffered from it yourself), then focusing your blog on that would be an example of keeping to a niche. In this example, if you then used keywords like “acupuncture for diabetes” in your homepage, then you may be able to attract viewers who suffered from this disease and who were curious if acupuncture could help with it. This is just one basic example. I will discuss keywords later in this guide.

Keep it interesting for yourself

You don’t need to stick to one niche area. A blog should be interesting for you. Personally, I like to write on a broad range of topics in my blog. I can’t help myself. I write about spirituality, health, money, and general ponderings on life. As well as acupuncture.

You see, a blog is more than a few articles on a particular topic. It is an ongoing project. In fact, it is a reflection of your life and your beliefs.

You must write consistently. So for you to do this, it must be interesting for you. You may want to mix it up particularly and have a variety of different topics in your blog. Some successful bloggers do this. Others don’t. The blog also needs to fit you and how you like to work. If a blog is something you have to force yourself to do, then the chances are, you will give it up after a few postings.


A person may get excited about writing a blog at first. They write one or two really big articles and then stop. They’ve used up that creativity in a quick burst and produced something great, but then what?

It takes a lot of energy to write. I know. I have written two books. One on Amazon (UK& US). The other, I plan to release by 2019. I have written thousands of words in my blogand on various articles. I have created a couple of short eBooks like this one. I am relatively new to blogging, but I have put a lot of study into creating one, which I decided to formulate into a guide to share with you.

By reading this book, you won’t have to trawl through lots of different websites or read lots of different eBooks about blogging. You won’t have to do what I did and go through a process of reverse engineering a few successful blogs from popular bloggers to understand the process they went through.

A blog requires a lot more work than most people think. It also requires planning, formatting, structuring, editing, proofreading and then just when that has sucked all your energy – you need to promote it to bring in the traffic.

And in return, if you’re lucky, you may get paid the cost of a Cappuccino in return from AdSense revenue or eBook sales. Is it really worth it?

Well, yes. There is something wonderful about bringing out what is within you and putting it into a format that other people can discover. It is a wonderful feeling to write something, in which a single person reads and then shows a little appreciation by giving you a positive comment, an ‘up-vote’, a ‘like’ or even a positive review on Amazon. It makes that Cappuccino taste all the more better.

Avoid the New Year’s Resolution Club

But you need to find a way to write consistently. Suffice to say, you have to avoid becoming a member of the ‘New Year’s Resolution Club’.

This is where on New Year’s day, after the festive period of shovelling roasted turkey, stuffing, pudding and all manner of foodstuffs and wine into your gut, suddenly in a moment of guilt and recrimination, you run like a madman into the back garden and with arms outstretched, you proclaim loudly to the heavens above: –

“Tomorrow I’m going to join the gym!”


So you join the gym and go crazy on the treadmills then the weights, then the treadmill again.

You’re running like a thirsty man in the desert who sees the mirage of an LA swim-pool party off in the distance. Groups of beautiful swimsuit models holding Pina coladas, wave at you enthusiastically to come over.

‘This is great’ you think to yourself. I’m going to do this every day. Maybe in a few months, I can even look like Arnold Schwarzenegger.

But we know where this is going to end…

The next day, your body aches like it is going to fall to pieces. Despite that you still manage a couple more days in the gym. But it sure is hard work.

Perhaps you’re going too hard on yourself, you think. You’ve worked hard. You deserve a break, a treat.

And then one week later, you’re on your sofa gobbling ice cream and watching Netflix. Your partner asks you if you’re going to the gym and you reply ‘maybe tomorrow’.

But like it says in the Asterisk comics…

‘Tomorrow never comes!’


A marathon, not a sprint

Sure, I’m exaggerating, but writing a blog is really more of a marathon than a sprint. At the beginning of those 26 miles, you can only go slow and steady and have faith that there is an end to this madness that you have signed up for.

You just have to take one step at a time and let go of the ego. But you also have to figure out strategies so that you keep going and don’t give up too soon. It has to be enjoyable for you, but also worthwhile.

One of the steps you take in running a marathon is in putting the preparation in beforehand. You have trained, you have changed your diet and you have studied running strategies. By the time you run that marathon, you are already mentally and physically prepared for it. Well I sure hope you are, otherwise, it’s going to be a short marathon.

That’s what this guide is. It will give you information that can be part of your ultimate blogging strategy. It will help put some things in perspective and hopefully give you clarity.

You may already have a personal blog. A lot of people do. A personal blog is a little different to a business blog. A personal blog can be a great opportunity for you to express yourself. A business blog has the same purpose, but there is a fixed objective. The business blog is designed to spread your message, increase your traffic and promote your business.

Writing for an audience

Finally, just to reiterate, a blog is a way for people to get to know you. But also think back to what draws you to read someone’s blog?

Whilst it is interesting to write about an aspect of healthcare, it is worth keeping that question in the back of your mind. When you write something, ask – is what I am writing going to be interesting for someone to read? Will someone come back to your site to keep up with what you are talking about?

For this reason, it is worth making several of your articles on a topic of interest. Something that will attract people to visit. You don’t have to consider this for all your articles, but do put some thought into your potential audience and the kind of information they are looking for.

Providing value

Ultimately you want to provide some kind of value to the reader. If you simply want a platform for you to express yourself and some life experiences, then that is fine, and in fact, these kinds of sites do attract a fair number of followers. It all depends on your motivation.

If you want a blog to be a part of your overall business, then you may want to put a different kind of work and structure into it. If it’s more of a hobby, then you don’t need to worry too much and a free blogging platform would be recommended for starting with.

A blog can take many different forms. It can be a way to express some musings. It could be a kind of journal or detailed diary. It may express your opinions or experiences on specific topics. A lot of work goes into one. And I believe the blog will become just as relevant as any other historical document for our descendants to peruse through years into the future.

Some blogs contain information that are on a par with mainstream newspapers and magazines, sometimes more so.

For a complementary therapy practitioner, a blog can also be a useful tool to build awareness of you and help promote your business further.

What I will cover in this eBook

In the rest of the short eBook, I will go into more detail on How to Write a Blog for a Complementary Therapy Business. I will discuss the following areas:

  • Choosing a blogging platform
  • What is the best blog article length?
  • Coming up with ideas and how to choose a topic
  • Linking to other parts of your website
  • Call to action
  • Pictures and stock photos
  • Structure – paragraphs, sentences, editing and subheadings
  • Consistency of writing
  • Keywords
  • Reposting & promotion
  • Creating original content
  • Monetisation

Click here for next post: Chapter One (coming soon)


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Kindle Version on Amazon

If you are interested in reading the full Kindle version, it is available through Amazon. Here are some links: USUKAUS, CA or check on other Amazon marketplaces.

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Conventional Medicine, Cancer and Qigong: Article in Qi Journal

qigong and cancer

I had an article published in Qi Journal. Qi journal is an American journal which focuses on traditional oriental arts, particularly tai chi and qigong.

My article is titled: Conventional Medicine and Qigong: An Integrated Approach to Cancer. It was published in the Winter 2018 edition.

I have written a more detailed primer to the article on a static page in the ‘qigong section’, instead of in this blog. If you are interested to learn more, do visit that page on the link below:

Conventional Medicine and Qigong: An Integrated Approach to Cancer

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I wrote a book

Thousands of Bind People practice acupuncture in Japan. The picture on the cover above portrays Waichi Sugiyama, the ‘God of Acupuncture’, a 17th century blind acupuncturist who treated the Shogun of Japan and opened up a School for the Blind. Possibly one of the men, whose actions inadvertently enabled the survival of acupuncture in Japan hundreds of years later when it was threatened by Western Science not on one, but two occasions. Continue reading “I wrote a book”