119 | Stop Getting in Your Own Way: How Self-Trust Can Grow Your Acupuncture Business with Vicky Shilling

What if you could bring in a few thousand dollars (or more) a year in extra income without adding more appointments or burning yourself out?In this episode, I’m sharing one of my favorite hidden revenue streams for acupuncture clinics: retail. Last year, my clinic brought in just over $4,000 in retail sales without using any kind of sales pitch or buying a ton of inventory that we couldn't afford.I break down exactly how I got started, what sold surprisingly well, how I kept everything aligned with our clinic brand and values, and why I chose to use Faire Wholesale to make the process low-risk and easy.In this episode:Why retail can increase your revenue without increasing your scheduleHow to choose products your patients will actually buyThe specific strategies we use to sell without ever feeling “salesy”Find It Quickly00:35 - The Hidden Revenue Stream: Why Retail Works for Acupuncture Clinics02:54 - How Faire Wholesale Got Me Started (Low-Risk Retail Experiment)04:49 - 6 Reasons to Add Retail (Better Follow-Through, Brand Fit & More)08:33 - Breaking Down the $4,043 Retail Year + What Actually Sold11:02 - Why I Chose Faire: Filters, Boutique Brands, Low Minimums & Net 6013:55 - What to Stock: My Product Criteria & Price Points15:00 - Sell Without Feeling Salesy: Placement, Signage, Checkout & Seasonality💚 This episode is sponsored by Faire Wholesale. 💚Increase your average per patient income with beautiful retail products that are aligned with your values and your business—without the upfront risk. Faire makes it easy to get started with over 100,000 independent brands and low or no order minimums. Even better? You get free returns for 60 days on the first order you place with any brand, so you can feel confident trying out new products online. Try new items in your clinic, and if something doesn’t sell, just send it back for a refund. Plus, you can filter by your values—like AAPI-owned, Black-owned, organic, handmade, or not sold on Amazon. Increase your income with curated retail offerings today. Click here to learn more about Faire.Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Are you stuck wondering whether you need a virtual assistant or a full-blown marketing strategist? You're not alone.I sat down with Deanna Martin, founder of Patrona Virtual Solutions, who specializes in helping wellness providers build marketing systems that actually make sense and attract patients consistently.Listen in as we explore the hiring opportunities you have, which is right for you, and how to approach your marketing plan!In this episode:The difference between a VA, a marketing assistant, and a strategist.How collaboration-based marketing is a powerful secret weapon for brick-and-mortar businesses.Why authenticity and connection are your marketing superpowers.Find It Quickly00:34 - Meet Deanna Martin01:04 - Understanding Marketing Roles: VA, Assistant, and Strategist01:43 - Sponsor Message: Fair Wholesale02:33 - Deanna's Journey: From Teaching to Marketing Strategy06:42 - The Importance of Authentic Marketing11:42 - Clarifying Marketing Roles and Responsibilities17:21 - Overcoming Hesitations with Virtual Assistance19:09 - Sponsor Message: Fair Wholesale19:45 - Core Marketing Foundations for Established Businesses20:40 - The Importance of Branding and SOPs20:51 - Identifying Your Dream Client22:08 - Utilizing Project Management Tools24:03 - Collaborating with Local Businesses25:25 - Networking and Word of Mouth Strategies28:13 - Balancing Digital and In-Person Marketing29:04 - Networking Tips for Introverts30:10 - The Value of Business Friendships33:15 - Overcoming Marketing Rejections34:46 - Defining Success and Work-Life Balance36:02 - Where to Find and Connect with DeannaConnect with DeannaWebsite: patronavirtualsolutions.comInstagram: instagram.com/patrona_vsTask & Time Freebie: patronavirtualsolutions.myflodesk.com/tasktimeauditfreebie💚 This episode is sponsored by Faire Wholesale. 💚Increase your average per patient income with beautiful retail products that are aligned with your values and your business—without the upfront risk. Faire makes it easy to get started with over 100,000 independent brands and low or no order minimums. Even better? You get free returns for 60 days on the first order you place with any brand, so you can feel confident trying out new products online. Try new items in your clinic, and if something doesn’t sell, just send it back for a refund. Plus, you can filter by your values—like AAPI-owned, Black-owned, organic, handmade, or not sold on Amazon. Increase your income with curated retail offerings today. Click here to learn more about Faire.Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Most of us in health and wellness are equipped with talent and passion — but not enough belief in ourselves.We often have the skills to run our practice, yet the action to do it all never comes. Vicky Shilling joins us in today's episode to dive into why self‑trust is the real missing piece in your marketing and practice growth. As The Trust Yourself Business Coach, Vicky has coached countless health and wellness practitioners who know the strategy, but still can’t take action because of self‑doubt and imposter syndrome.If your inner voice is constantly asking “Who am I to show up?” or “No one will pay for this,” this episode is for you. You’ll learn why you don’t need another strategy, how to recognize when you’re stuck in a “learning loop,” and how to collect evidence that it’s safe to be visible in your community.In this episode:Vicky's TRUST method for working with that inner voice with curiosity and compassionSmall experiments help retrain your brain toward confidenceYou can’t out‑strategy self‑doubt—you must work with itFind It Quickly:00:35 - The Power of Self-Trust in Business00:56 - Meet Vicky Shilling01:26 - Understanding Self-Doubt and Imposter Syndrome01:39 - Strategies to Overcome Self-Doubt02:35 - Sponsor Message: Jane Practice Management Software04:23 - Interview with Vicky Shilling Begins04:38 - Vicky's Journey and Expertise08:12 - The Importance of Mindset in Business10:31 - Vicky's Trust Method Explained15:04 - Overcoming Fear and Finding Evidence17:47 - Real-Life Examples and Client Success Stories19:46 - Facing Fears and Taking Action22:23 - Overcoming the Fear of Criticism23:28 - Handling Disappointment in Business25:00 - Dealing with Online Trolls28:24 -Embracing Your Unique Perspective33:20 - The Never-Ending Journey of Self-DevelopmentConnect with Vicky:Website: vickyshilling.comBook: vickyshilling.com/bookSelf-Trust Lab Assistant: subscribepage.io/lab-assistantSupport the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Does the thought of looking at your books give you a headache? Let’s change that. Finances can feel heavy, especially when you're running a heart-centered business and trying to balance passion with profit. In this episode, Kelly Marshall joins us to share how she helps conscious entrepreneurs get clarity and confidence with their finances.Kelly brings a refreshing, holistic perspective to bookkeeping. With a background that blends corporate financial expertise and energy work, she meets her clients with empathy, strategy, and a belief that good people can change the world when they feel empowered about money.In this Episode:How Sacred Money Archetypes reveal your financial habits and empower your decisions.The biggest mistakes small business owners make with bookkeeping (and how to fix them).Why compassionate, judgment-free support from your financial team is essential for success.Find It Quickly:00:36 - Meet Kelly Marshall: Financial Wellness Coach01:12 - Understanding Conscious Entrepreneurship01:46 - Jane: Your Practice Management Solution03:26 - Kelly Marshall's Financial Services12:01 - Exploring Money Mindset and Archetypes22:12 - Introducing the New Team Member22:29 - Balancing Risk and Growth22:54 - Supporting Your Business Partner23:21 - Sponsor Break: Jane App23:56 - Understanding Archetypes for Success24:52 - The Importance of Bookkeeping25:52 - Three-Step Bookkeeping Methodology28:01 - Building Client Relationships30:52 - Common Bookkeeping Mistakes39:30 - Personal Definitions of Success40:46 - Where to Find More InformationMentioned in this Episode:Kendall SummerHawk: kendallsummerhawk.comDenise Duffield-Thomas: denisedt.comConnect with Kelly:Website: terracarefinancial.comInstagram: instagram.com/kelly.marshall.8Facebook: facebook.com/groups/2026160704129573Quiz: https://terracarefinancial.com/sma💙 This episode is sponsored by Jane, a clinic management software that's here to make practice life a little easier.Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

What if your marketing didn’t require constant posting or starting from scratch every week, and could take up a lot less time for a lot more payoff? In this episode, I’m joined by Jana Osofsky (also known as Jana O), marketing strategist for wellness practitioners and creator of the Blog First marketing ecosystem.We talk about writing content that meets people where they are, avoiding jargon that turns patients away, and using blogs as the foundation for everything from emails to social posts. Jana also explains how to use AI thoughtfully without losing your voice, why specificity matters more than niching down, and how to create marketing that feels spacious, aligned, and effective without burning out.What You’ll Learn:How to turn one blog into a full month of marketing content.How to write in a way that attracts patients in a way that makes sense to them and you.How to use AI as a support tool–not your marketing strategist–to amplify your voice, leverage SEO and increase your credibility.Timestamps: 2:49 - Meet Jana Osofsky6:31 - Jana’s business beginnings & entering her repurposing era11:24 - SEO, marketing, and your blog18:17 - How to write for your audience20:01 - Acupuncturist example: moving through buyer awareness25:47 - Do you really need to niche down?32:07 - Why topic selection goes first before creating content34:54 - How to use AI for your marketing content42:22 - Jana’s definition of successMentioned in this episode:Eugene Schwartz's Book: breakthroughadvertisingbook.comConnect with Jana:Website: janaomedia.comFree Blog Training: janaomedia.com/free-blog-trainingMichelle’s Retreat: michellegrasek.com/planning-retreat💙 This episode is sponsored by Jane, a clinic management software that's here to make practice life a little easier.Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

If you’ve ever felt like you’re shouting into a void on Instagram (posting, hoping for engagement, and seeing nothing in return), this episode is for you.I’m joined by Instagram marketing expert Molly Cahill. Molly works with acupuncturists and chiropractors, helping local, brick‑and‑mortar practices use Instagram authentically and strategically to bring patients through the door.We dig into why marketing for a local service business is actually easier in many ways than marketing an online business. We also unpack what’s actually going on with Instagram engagement in 2025, and what you should be doing instead of just chasing likes.What you'll learn:You don’t need thousands of followers to make Instagram work.True engagement is less about likes and more about reach + relational action.Real collaborations with local businesses, patient ambassadors, and micro‑influencers create visibility and trust in your immediate community.Find it quickly:00:34 - Instagram Marketing with Molly Cahill01:05 - Understanding Instagram Engagement04:07 - Engagement Strategies for Local Businesses08:27 - Outbound Engagement Techniques12:32 - Collaborating with Local Businesses18:36 - Real-Life Success Stories21:49 - Digital Marketing Insights23:16 - Building Community Connections25:08 - Leveraging Micro-Influencers26:30 - Engaging with Local Influencers28:41 - Patient Ambassadors and Facebook GroupsMentioned in this episode:Holistic Marketing Hub: $200 off with discount code “AMS”: tck0d5a3nkz.krtra.com/t/SJo0V7c9yBoQMolly’s Free Instagram Engagement Checklist: tck0d5a3nkz.krtra.com/t/cUp9tgFxj0YfMolly’s previous episode on the podcast: Molly’s previous episode on the podcast: michellegrasek.com/social-media-for-acupuncturistsFollow Molly Cahill on Instagram: instagram.com/mollyacahillMolly Cahill Website: mollycahill.comHolistic Marketing Simplified Podcast: mollycahill.com/podcast💙 This episode is sponsored by Jane, a clinic management software that's here to make practice life a little easier.Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Have you ever felt like you’re doing everything right in your clinic, yet you still don’t have the practice you envisioned?What if the missing ingredient isn’t more marketing, but a clearer bridge between where you are and where you want to be? In this episode, I’m joined by Dr. Michelle Wendling, chiropractor and business coach for wellness practitioners. Michelle shares her refreshing approach to building a practice that actually fits you and not someone else’s version of success. We dive into how to stay curious instead of fearful, how to communicate your value so patients understand their progress, and how to support them through stressful seasons. Michelle also breaks down simple systems that help acupuncturists create practices that feel lighter, more aligned, and genuinely sustainable.What you'll learn:How to reframe success so your practice matches your personality and valuesSimple ways to communicate patient progress that strengthen trust and retentionHow acupuncturists and other wellness professionals can guide patients through stressful seasons with careFind it quickly:3:41 - Meet Dr. Michelle Wendling7:34 - Finding your business recipe10:25 - Stay in the curious and reframe your stories21:08 - When you want to make more money25:14 - The four step patient conversation for growth mindset34:06 -Booking clients for the holiday season42:41 - Michelle’s definition of successMentioned in this episode:Email: [email protected]: bethebestchiropractor.comFacebook: https://www.facebook.com/michelle.wendling.96💙 This episode is sponsored by Jane, a clinic management software that's here to make practice life a little easier.Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Ever feel like SEO is a foreign language? You're not alone and you're not stuck. In this episode, Maria-Katerina Yohanneson joins us to highlight the power of link building that makes search engine visibility feel human and doable, especially for acupuncturists.We talk about what link building actually is, how it boosts your Google ranking, and how you can approach it in a way that feels aligned with your values and voice. Plus, we dig deep into authentic branding, visibility for introverts, and how to let your quirks and passions make your marketing better, not harder.What you'll learn:Link building is all about relationships, not techy jargon.You don’t need to change who you are to stand out online.Introverts can shine in marketing by creating structure, boundaries, and asking for help.Find it quickly:00:33 - Meet Maria-Katerina01:08 - Understanding Link Building and SEO03:53 - The Power of Authentic Branding07:24 - Building Connections Through Personal Touch10:47 - Overcoming Marketing Challenges19:15 - Humanizing Your Marketing Approach23:44 - Starting with Kindness and Incremental Steps24:09 - Asking for Help and Delegating Tasks25:35 - Overcoming Overwhelm with Social Media28:33 - Effective Link Building Strategies31:47 - Building Authentic Relationships for Backlinks33:44 - Local Link Building Tactics38:29 - Defining SuccessMentioned in this episode:Get Found on Google BundleThis episode is sponsored by the Get Found on Google Bundle: two live, step-by-step workshops designed for acupuncturists and wellness pros who want to show up higher in local searches and attract the right patients consistently. Join us on November 12 and 19th, plus snag the replays! Learn more >>Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Building a strong patient relationship begins long before they arrive at your acupuncture practice.In this episode, I’m joined by Dr. Josh Satterlee, chiropractor and founder of TrustDrivenCare. Josh shares the deeply personal story that inspired him to launch TrustDrivenCare, plus his mission to make sure that every patient feels comfortable and heard. We dive into how to create deep trust with your patients even before their first appointment. What you'll learn:The importance of marketing in establishing trust with your patientsSmall, thoughtful systems that make a huge impact on patient experienceHow acupuncturists and other wellness professionals can use communication to build more loyal patients Find it quickly:2:53 - Meet Josh Satterlee 3:46 - The story behind TrustDrivenCare11:25 - How marketing creates trust with your patients 15:15 -  Taking steps to establish connection 19:28 - Effective communication strategies24:11 - Communicating across channels with TrustDrivenCare32:04 - Integrating with Jane and other EMRs 35:20 - Improving reactivation numbers41:05 - Josh’s definition of success Mentioned in this episode:Follow Josh Satterlee on Instagram: instagram.com/drsatterleeJosh Satterlee Website: trustdrivencare.comThis episode is brought to you by Jane, a clinic management software that's here to make practice life a little easier. Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.Join in on the free webinar “Understanding AI in Health and Wellness” to learn how AI can benefit your practice. Register Now >>Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Mastering the Instagram algorithm is nearly impossible, but the platform is still useful for marketing your acupuncture practice. In this episode, I’m joined by Instagram expert Molly Cahill, who specializes in helping acupuncturists and chiropractors use Instagram in a way that feels natural, strategic, and actually brings in patients.We’re diving into realistic Instagram strategies and what works best on the platform today. What you'll learn:Realistic strategies to help grow your local audience without burning out Why unpolished, natural posts are performing better than curated graphicsHow to capitalize on Instagram as a search engineFind it quickly:3:24 - Meet Molly Cahill9:45 - Returning To Instagram’s Casual Roots14:35 - Creating Video Content Might Be Easier Than You Think20:52 - How Instagram Functions As A Search Engine25:50 - Using Hashtags On Instagram Today Mentioned in this episode:Holistic Marketing Hub: $200 off with discount code “AMS”: tck0d5a3nkz.krtra.com/t/SJo0V7c9yBoQMolly’s Free Instagram Engagement Checklist: tck0d5a3nkz.krtra.com/t/cUp9tgFxj0YfMolly’s previous episode on the podcast: michellegrasek.com/social-media-for-acupuncturistsFollow Molly Cahill on Instagram: instagram.com/mollyacahillMolly Cahill Website: mollycahill.comHolistic Marketing Simplified Podcast: mollycahill.com/podcastThis episode is brought to you by Jane, a clinic management software that's here to make practice life a little easier. Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.