Alexander Technique Career Success

This is the 15th letter to my students in BodyChance in Japan: helping them to think in a way now that will ensure they build Alexander Technique careers that will nurture them in the future… SUBJECT: The One Thing Your Website Needs To Do That Most Alexander Technique Websites Fail At. Dear Seito-san, Alexander has a fabulous story – do you? I was scouting around Alexander Technique websites recently, and I came across one teacher who is telling his story. Go to his top page and first thing you see is… not about Alexander Technique (no-one really cares anyway) not about Alexander himself (thank heavens!) nothing about his studio or lessons (they’ll ask when they need it) Instead, what first hits you is about: •     Your back problem – credible medical authority says “It can be fixed.” •     Teacher's back problem – empathetic person ready to help you out. That is the kind of simple, eleg...

Last in three letters about Alexander’s marketing play book - lessons to learn in how he managed to make his stellar career across two continents… SUBJECT: Do You Have To Be Good At Writing To Write… Dear Seito-san, If you had been a seagull watching the P & O liner cruising in from Australia to the shores of England in 1904, you might have seen a lone man at port-side, throwing pieces of paper into the deep ocean way below. It was Alexander’s first attempt at writing a book. He tossed it overboard, so disgusted was he with the content he had written. Did he give up? No. He went on to write four more almost incomprehensible books that outlined his vision, his purpose, his technique. To this day those four books are studied and read - BodyChance runs an internet books course, which at any time has between 50~70 people studying in discussion groups with an AT teacher moderator. BodyChance is close to finishing translations of all f...

Alexander’s second major strategy from his marketing play book is shocking, if only because few Alexander Technique teachers today have the guts to follow his lead! SUBJECT: What Old Marketing Trick Did Alexander Use To Attract Students To Him? Dear Seito-san, Alexander could never be accused of being shy about his opinion. In the oughts’ of last century in London, there were no phones or radio – the only form of mass communication available was the newspaper. So what did Alexander do? He started writing Letters To The Editor. Usually his letters took objection to some article, so that he could deftly introduce his own ideas and differences. Alexander was not niching. He was using another strategy… For some of you, career success through niching is not the answer. There can be many reasons for this: you have no particular skill or niche interest beyond Alexander Technique; you live in an isolated or small community; you are not mobile. So what to you...