Grow Your Ayurvedic Business PDF

Grow Your Ayurvedic Business
The 5-Step System for Growing Your Business Fast, Transforming

Your Clients Lives, and Enriching Your Community
By Jacob Griscom, CAS
www.everydayayurveda.org
www.jacobgriscom.com
Version 1.00
September 2010
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About the Author
Jacob Griscom is the President of Everyday Ayurveda, a
business dedicated to connecting people with the wisdom
of Ayurveda and empowering Ayurvedic students and
practitioners to build successful and transformative
practices for themselves, their clients, and their
communities.
He is an owner at BetterWorld Telecom, the only

nationwide, full-service voice and data services provider focused on serving
businesses and organizations that support social justice and sustainability.
He is also the founder of the award-winning Sacramento Sustainability Forum, a

monthly venue that brings together government, businesses, non-profits, and
interested citizens and students to discuss and promote sustainability in the
Sacramento, California region.
A leader in holistic thought and practice, Jacob holds degrees in liberal arts,
social sciences and sustainable community development from Prescott College,
and he has been a longtime faculty member at the California College of
Ayurveda, and former board member for the California Association of Ayurvedic
Medicine. He has received certifications and training in Ayurveda, Yoga, and
Pancha Karma and practiced clinical Ayurveda in the U.S. and India.
Passionate about the health, wealth, and sustainability of local communities, he

helped start Think Local First Nevada County Foothills, a Business Alliance for
Local Living Economies network, and is a member of Full Circle Fund, an
engaged philanthropy organization cultivating the next generation of community
leaders and driving lasting social change in the California Bay Area.
He has lead workshops around the U.S. on Nonviolent Communication (NVC)

and holistic health, authored Dietary Supplements for Enlightenment, co-
authored 101 Great Ways to Improve Your Health!, and has been a featured
speaker at T. Harv Ekers Peak Potentials: Master of Influence. His articles on
health, consciousness, and sustainability have been published internationally.
He lives in Nevada City, CA with his wife, Sarah, and their two boys, Ethan and
Elijah.
Copyright 2010 Jacob Griscom. All Rights Reserved. Page 2 www.everydayayurveda.org www.jacobgriscom.com
Table of Contents
About the Author .................................................................................................. 2
Table of Contents ................................................................................................. 3
Introduction .......................................................................................................... 7
Effectively Communicating ............................................................................... 7
Overview........................................................................................................... 9
Lets Get Started Right Now! .......................................................................... 10
Step 1: Define and Communicate What You Do ................................................ 11
What am I Here to Do? ................................................................................... 11
People Are Searching for Solutions, Not Ayurveda ........................................ 12
Choosing, Researching, and Testing a Niche................................................. 13
Depth and Span .......................................................................................... 13
Local and Virtual ......................................................................................... 15
Researching Needs..................................................................................... 15
Communicate What You Do ........................................................................... 17
Review and Implementation ........................................................................... 18
Step 2: Create Your Complete Health Program ................................................. 19
Integral Ayurveda ........................................................................................... 19
The Four Quadrants .................................................................................... 20
Types, and Lines of Intelligence .................................................................. 21
States and Stages ....................................................................................... 23
Creating a Complete Health Program ............................................................. 24
The Individual Exterior (It) ........................................................................... 24
The Individual Interior (I) ............................................................................. 25
The Collective Interior (We) ........................................................................ 27
The Collective Exterior (Systems of Its) ...................................................... 28
Step 3: Build Your Business System .................................................................. 31
Building a Free Talk ........................................................................................ 31
The Four Learning Styles ............................................................................ 33
Naming to Increase Value ........................................................................... 37
The Introductory Session ................................................................................ 38
Practitioner Mindset .................................................................................... 38
Introductory Session Steps ......................................................................... 39
Helping Clients through Objections with Self-Connection ........................... 42
Step 4: Marketing, Advertising, and Becoming an Authority............................... 45
Building the Brand .......................................................................................... 46
Building the Website ....................................................................................... 48
Building and Maintaining a List of Prospective Clients ................................ 49
Advertising and Traffic Strategies ................................................................... 51
Online Ads for Local and Virtual Businesses .............................................. 51
Print Advertising .......................................................................................... 53
Local Media................................................................................................. 54
Collecting and Using Testimonials to Become an Authority............................ 54
Step 5: Build Business and Community Partnerships ........................................ 57
Building Leadership ........................................................................................ 57
Mission and Vision Statement ..................................................................... 58
Finding Gaps Finding Passion ................................................................. 59
Building Partnerships ...................................................................................... 60
Appendix Step 1: Exercises and Templates .................................................... 63
Exercise: Personal Strengths and Experience................................................ 64
Exercise: Niche Depth and Span .................................................................... 65
Interview Template ......................................................................................... 66
What do You Do? Statement Template ........................................................ 67
Exercise: Leverage Strategies ........................................................................ 69
Integral Ayurveda Weekly Session Template ................................................. 70
Exercise: Value of My Practice ....................................................................... 73
Exercise: Naming ........................................................................................... 74
Free Talk Template ........................................................................................ 75
Introductory Session Template ....................................................................... 76
Exercise: Build the Brand Business, Card, Brochures ................................. 79
Exercise: Website Checklist ........................................................................... 80
Free Report Template..................................................................................... 81
Exercise: Community Gaps ............................................................................ 83
Exercise: Potential Business Partners ............................................................ 84
Mission and Vision Statements Template ....................................................... 85
Partnership Proposal Template ...................................................................... 86
Contact and Follow Up Resources ..................................................................... 87
Introduction
Brothers and Sisters of Ayurveda,
We live in a world where so many of us are disconnected and out of tune with
Nature.
We live in a world where so many of us are suffering from chronic physical

diseases, feeling stressed, anxious, angry, and depressed.
We live in a world where so many of us are disrespected and disregarded--by

ourselves and others--and do not have work to support ourselves and our
families, or work in jobs that are oppressive or disconnected from true meaning
or purpose.
In a world filled with this suffering, we Ayurvedic students and practitioners are
both especially blessed and exceptionally valuable.
We are blessed to have an internal calling to service that is deep and meaningful.
We have a career path that ideally aligns the four goals of life: kama (pleasure),
artha (wealth), dharma (purpose), and moksha (liberation).
And we are valuable because the world and all of our brothers and sisters hunger
for this knowledge of life now more than ever. They hunger through their
physical, psychological, emotional, cultural, social, and spiritual pain. We can
look anywhere within the individual and the collective interior and exterior and
perceive the profound need for Ayurvedic wisdom.
We are ripe for a revolution in health care that takes a holistic perspective, and
Ayurveda is one of the few, if not the only system, that includes a comprehensive
map of the territory of health. Ayurveda acknowledges the roles that individual
consciousness and constitution, behavior, relationships, and environment all play
in health and disease, and provides tools and steps for harmony in each of these
areas.
Effectively Communicating
As Ayurvedic students and practitioners our hearts and minds are alive and
awake to the immense value of Ayurveda, but too often we struggle at effectively
communicating this value to our prospective clients. When we dont match up the
value of Ayurveda with the need for Ayurveda, our businesses do not grow and
our enthusiasm, light, and grounding can suffer.
Whether youve been practicing for years or youre just beginning, the material
you are about to read will be incredibly powerful for you. It will help you quickly
build or grow a successful and transformative Ayurvedic business for yourself,
your clients, and your community. I have personally used these principles to build
and grow multiple successful businesses and non-profit organizations.
This is the first time that Ive taken the best lessons from my own Ayurvedic
practice and years of teaching Ayurveda, my work in the sustainable business
community, my work in the non-profit community, and the training Ive received
from all of my amazing public speaking, sales, and marketing mentors and
mapped a step-by-step process to Ayurvedic business success.
The Grow Your Ayurvedic Business System
Overview
Each chapter is a step in the process to build and grow your business fast, with
templates and exercises for you to put what you learn directly into practice.
In Step 1, youll learn how to define and clearly communicate what you do,
based on research of your target niche, so that you and your clients recognize
each other easily.
In Step 2, Ill share the Integral Ayurveda platform. Youll learn how to build a
complete health program that gives your clients what they need to make changes
and get long term sustainable results.
In Step 3, youll learn how to build your business system that turns prospective
clients into happily paying clients who enroll in programs instead of sessions and
refer many others to you.
In Step 4, well cover the marketing and advertising strategies that help you
stand out as an authority and get you the biggest responses from the smallest
financial investments.
In Step 5, well cover how to build business partnerships that provide additional
streams of income and added value for your clients, while transforming and
enriching your community.
Even using bits and pieces of this system will provide immense value to your
business, but for the best success, follow each step in order, do all of the
exercises, and use all of the templates.
Each piece fits together with the others, and each step builds on the steps that
come before it.
Lets Get Started Right Now!
Optimize your state for this first assignment:
Relax your entire body more fully with each

breath.
Connect with your true Nature as Spirit. Your essence is unconditional

love, infinite focus, and unlimited creativity. Building your business is
spiritual work.
Take that truth in with each breath and let it nourish and awaken your
body, mind, and heart.
It is time to bring consciousness from the causal to the physical, from

ether to earth, from ideas to results.
Commit to progress, learning, self-love and self-acceptance, not

perfection.
Actions:
o Determine how many hours each week you will spend reading this book
and taking the actions you need to build or grow your Ayurvedic business.
o Mark the time off in your calendar and write down any of the commitments
you need to drop, move, or modify so that you can stay focused and not
get overstretched.
o Make a note of any agreements and conversations you need to have with
the people in your life so that distractions are reduced or eliminated and
you have the support you need to keep moving forward.
I am filled with love and inspiration thinking and connecting with you right now. I
thank you and honor you deeply for feeding this world with your work.
In Health and Joy,
Jacob Griscom, CAS
Step 1: Define and Communicate What You Do
One reason so few of us achieve what we truly want is that we never direct our
focus; we never concentrate our power. Most people dabble their way through
life, never deciding to master anything in particular. - Tony Robbins
This first step is the most essential. Without having the clarity that we get from
going through this process, our entire business will be generalized and much
harder to focus, market, and build.
In this chapter well cover:
How to build a business from our greatest strengths, gifts, and areas of
passion;
How to think in terms of the needs of a specific group of people so that we

build a niche business for clients who are hungry for what we have to
offer;
How to use interviews to research and test the most important needs and
emotions that will motivate our clients to take action and get started;
And finally, how to clearly communicate what we do so that people can

immediately determine if they (or someone they know) are a prospective
client.
What am I Here to Do?

What is my life mission?
What sort of world am I here to help create?
These are wonderful questions that can fuel the

spiritual purpose and meaning of our work.
Because we are unique incarnations of Spirit with

our own unique constitutions, made up of our own unique configuration of the five
elements, we each have our own unique strengths. We want to get as clear as
possible about who we are, both in the absolute sense (our True Nature and
Spirit) and the relative (our unique Prakruti).
The more clearly we can connect with who we are, the more light and love we
can let shine through ourselves into the world, and the more we can help others
do the same.
Ayurveda is the Science of Life. LIFEKthats a very vast territory, so which

aspects of life are each of us as individuals especially called to help illuminate?
Where have we had experiences and insights that give us a special ability to help
people with particular challenges and areas of suffering?
Which natural talents have we spent time cultivating and developing that arise in
our awareness as the top areas of value that we have to offer?
A successful business is more than something

that makes great money. Money, without
Money, without passion passion and purpose, is unsustainable.
and purpose, is
unsustainable. In fact, many of us have already had the
experience of making money without having
sufficient meaning, and thats one of the reason we were drawn to the study and
practice of Ayurveda in the first place!
As Ayurvedic practitioners, we get to create a business entirely in line with who

we are and what we are here to do. From this moment going forward, lets make
(or reinforce) our commitment to practice our own practice, not someone elses,
and to build a business that allows us to share our full brilliance and divinity with
the world.
People Are Searching for Solutions, Not

Ayurveda
Excepting perhaps yogis and Ayurvedic students, very few
people are specifically searching for Ayurveda. And even
those who are searching for Ayurveda are ultimately looking
to it as a solution to address their needs.
Needs are the motivating forces behind all of our behaviors, and feelings arise as
the indicators of the status of needs. When our needs are met we feel happy,
peaceful, and fulfilled. When our needs are not met we feel angry, scared, and
sad.
When we have unmet needs, we are motivated to find solutions. Successful

small businesses communicate as clearly as possible to specific people who
have specific unmet needs and are looking for specific solutions.
When an Ayurvedic practitioner goes out into the community trying to get people
interested in Ayurveda its an uphill climb. Ayurveda is incredibly suited to meet
many unmet needs, but it is not the specific solution that most people are already
looking for.
The key principle is this: the essence of our successful Ayurvedic business is a
specific group of people with specific needs who are looking for solutions. This is
called a niche.
Choosing, Researching, and Testing a Niche

Because we know that the principles of Ayurveda are so incredibly valuable to
everyonemen, women, young, oldit can be hard, even painfully
uncomfortable, for us to settle on a niche.
Dont worry! Heres the good news: once weve developed a successful business
in one niche, we can always repeat the 5 steps in this book again for another
niche.
Each niche or sub-niche (a group within a group) is its own business. As we go

deep into one niche at a time and we become incredibly successful, deeply
supportive and helpful to our clients, and become known as an expert and
authority.
Depth and Span
Identifying a niche is the art of finding the right

balance between depth and span.
Depth: the specificity of a group of people and/or

their need
Span: the number of people in the group
The deeper we go into a niche, the less span we find, but the more directly and
specifically we can speak to people.
For example:
1. If we think our Ayurvedic business is for everyone, then we include the

greatest span (all people), but no depth. So, all we can do with our
marketing is talk about Ayurveda, what it is, and how it helps people in
general.
2. Now lets take our Ayurvedic business down one layer of depth and decide
to focus on women, instead of everyone. Immediately, we can speak more
directly to our prospective clients and they will be more attentive to what
we have to offer.
3. Another layer down may mean we focus on mothers.
4. Another layer down and we can clarify further: mothers with young
children.
5. Yet another layer down: mothers with nursing children.
There we go!
Each layer down allows us to more specifically address the needs, feelings, and
circumstances of our prospective clients. This makes them easier for us to find,
and it makes what we offer resonate more and more for them.
At a certain point, we find that weve gone too deep and now do not have
sufficient span and the niche has ventured into the ridiculously specific. In the
example above, if we decided our niche was mothers with nursing twins, we
probably would have crossed that line!
Each layer that we increase the depth of our niche, we are cutting a portion of
people out of our business focus. We want each cut to be zooming in on the
group of people with the greatest need and motivation so that our niche contains
people who are the most likely to want to work with us.
Here are some different categories we can use to increase depth and find our
ideal niche:
Male/Female
Personal/Professional
Age/Stage of Life
Gain/Loss
Specific Outcome Desired
Step in a Process
Specific Challenge or Fear
Any Specific Health Problem
Local and Virtual
In this age of information, our Ayurvedic businesses do not have to be limited to

our local communities, though its perfectly fine if they are.
Sometimes, a niche that has a great level of depth may not have sufficient span
to easily be successful at the local level, but can do really well when expanded to
the country or the world through phone and internet. My niche with this business
(Ayurvedic students and practitioners) is a great example.
On the other hand, another niche may do really well at the local level, but be
more of a struggle in the virtual arena because of too much span and
competition. Fat loss would be an example of this.
Competing and succeeding in the virtual world follows the same principles as
succeeding in the local world, but it also involves a lot of additional strategies and
possibilities, such as the freedom to work from anywhere in the world and a lot
more room to grow.
Throughout this book, well touch on the local and the virtual worlds and how we
can engage both according to our niche, interest, and aptitude.
Researching Needs
Lets take a moment right now to pause, breathe, and celebrate what weve
covered so far.
If all we had was the knowledge about how to

focus our business on a specific group of
This lack of clarity has
peoples needsto find our nichewe would
caused the struggle or have the foundation for a successful business.
failure of countless This lack of this clarity has caused the struggle
Ayurvedic businesses. or failure of countless Ayurvedic businesses.
This information has the This information has the ability to rapidly
ability to rapidly accelerate our personal business success and
the collective success of our profession.
accelerate our personal
business success and Now, lets talk about a process we can use to
the collective success of begin engaging our target niche to discover the
our profession. most important needs and emotions that
motivate our prospects to become our clients.
1. Once we have a well-defined niche, such as mothers with nursing

children, we can start looking for prospective clients to talk to so that we
can learn about their needs. We can create a list of places where our
prospective clients are easy to find and then do as many interviews as
possible.
2. If we were looking for mothers with nursing children, we would definitely

connect with anyone who works with them or pregnant women (pregnant
women are the ones most likely to turn into mothers with nursing children
). This means wed be speaking with doulas (birth assistants), midwives,
breastfeeding instructors, prenatal and postnatal massage therapists and
yoga instructors, and generally asking everyone we know if they know
mothers with nursing children.
3. Wed let them know that about our background and training and that were
focused on mothers with nursing children and want to find out about their
needs and learn everything we can about how to support them. Wed ask
them if they could introduce us to the mothers with nursing children they
know or let us address their class soon. They may have a lot of valuable
insights and information for us as well, and they probably have needs of
their own that wed want to learn about so that we can find ways to help
them with their needs.
4. Then, as we get introductions, wed let our prospective clients know that
were focused on serving mothers with nursing children and ask them if
theyd be willing to spend hour with us so that we can learn about their
biggest challenges, frustrations, and needs right now. To thank them,
maybe wed buy them lunch or offer them a present or let them know the
very most effective things weve learned so far to support her.
5. When we get the interview, we spend 90% of the time asking her
questions, listening, and taking detailed notes, and 10% of the time
sharing any information. We ask and listen for things that are specific,
concrete, and emotional, and are connected to results. Then, we give her
a huge thank you for her time and willingness to share and ask her if she
knows any other mothers with nursing children who shed be willing to
introduce us to. We collect her name, email, and phone number and ask if
we can keep in touch.
6. We can also do research online and visit all of the online forums and
communities that mothers with nursing children visit and belong to, and
create an online survey with a lot of open ended questions about the
challenges, frustrations, and needs of mothers with nursing children. Then
we can post the link on the forums and facebook and email it out to our
friends (especially new doula, midwife, and instructor friends) and offer a
thank you or raffle for completed forms to encourage participation and to
collect names and emails from our target niche.
Communicate What You Do
Being able to clearly communicate what we do gives us
the highest chances of being understood so that our
prospective clients quickly recognize how we can help
them. It also helps other people identify the people they
know in our niche and refer them to us.
All the ingredients are now in place for a powerful answer to the question, What
do you do?
We know who were focused on serving
We know their main challenges
We know the results we help them get
We can put all of these ingredients together for our example niche of mothers
with nursing children and answer:
I help mothers with nursing children who are feeling depleted or isolated, quickly
get more sleep and build reliable consistent sources of support and
understanding. Do you know any mothers with nursing children who could use
more sleep, reliable support, and understanding?
That is clear and compelling!
When someone reads this or hears this, they will immediately be able to
determine if this describes them or someone they know.
Review and Implementation
Its important to build a business in line with who
we are so that we engage our greatest areas of
passion, strength, and experience to sustain us
and deeply serve our clients
Few people are looking specifically for Ayurveda, and so if we try to

promote Ayurveda we are choosing a difficult path. Instead, the essence
of our successful business is finding a niche: a specific group of people
who have specific needs and are looking for solutions.
The more depth to our niche, the less span there will be. We can add span
by including the internet and phone consultations. This can also increase
competition and lose some of the depth of in person work with clients in
our community. We can do both!
The best way research our target niche is through one-on-one interviews
focused on learning as much as possible about our prospective clients
needs and challenges. A great way to find lots of prospective clients for
interviews is to connect with other people who work with them already.
Choosing a niche, researching needs, and building our free talk gives us
everything we need to create a clear answer to the question, What do you
do? so that people can quickly determine if they, or someone they know,
are a prospective client.
The exercises and templates for Step 1 can be found in the Appendices:
Exercise: Personal Strengths and Experience
Exercise: Niche Depth and Span
Interview Template
What do You Do? Statement Template
Actions:
o Complete the Personal Strengths and Experience and Niche Depth and
Span exercises.
o Complete 20 or more interviews using the Interview template.
o Complete the What do You Do? Statement template and start practicing
your answer when people ask, What do you do?
Step 2: Create Your Complete Health Program
Every human being is the author of his own health or disease. The Buddha
In this step, well discuss the elements of the Integral Ayurveda platform and then
show you how to use it to build a complete health program.
Enrolling clients in a program instead of individual sessions has the huge

advantages of generating more revenue for your business and getter deeper
commitment from your clients so that they get the results theyre looking for.
Programs build in an understanding that long term sustainable health change is a
process that requires ongoing awareness.
Over the last ten years, Ive studied and practiced Ayurveda alongside Integral
philosophy.
Integral philosophy is a comprehensive map that can be applied to any discipline

to create a complete discussion that allows for multiple perspectives and avoids
reducing complex subjects to black and white models.
The Integral approach has been applied to economics, politics, art, ecology, and
other fields resulting in fuller, deeper, more inclusive models that work better for
more people and achieve more lasting results.
The result of this mingling is a platform that I call Integral Ayurveda, and Im
excited to share it with you because:
It accelerates our own personal growth and understanding
It provides another path to understand our clients, the challenges they

face, and the resources they need to draw on to successfully implement
long term change
It provides an ideal template for building a system or program for our

clients that covers all of the aspects that need to be addressed for
successful long term changes
Integral Ayurveda
Integral philosophy includes various elements that provide a comprehensive map
for any subject. When all of these are considered they facilitate understanding
and complete solutions. When one or more are left out, misunderstanding,
conflict, or incomplete solutions arise.
These elements include:
The Four Quadrants
Types, and Lines of Intelligence
States and Stages
Well explore each of these and how they apply to our concepts in Ayurveda, and
then use them to create a template for a system or program.
The Four Quadrants
As Ayurvedic practitioners, scientists of

life, being aware of and including the
four quadrants gives us a very valuable
perspective to apply to the discussion of
health and evolution, as well as any other
topic we choose to engage!
When we include all of the quadrants in

our clients health program we maximize
their engagement and success in
integrating long term healthy changes in
their lives.
When we leave one or more out, our

clients may make short term changes and then revert back to old habits, or fail to
make any changes at all.
The four quadrants are at the heart of the Integral approach and the other
elements--types, lines, states, and stages--exist within them. They refer to each
of the terrains of life and are made up of the interior and exterior aspects of the
individual and the collective.
Interior refers to consciousness, the

Spirit and Nature dancing unseen, and exterior refers to form, the
together! seen. Im reminded of the chant, Spirit and
Nature dancing together! This is the full map
of Purushas dance with Prakriti.
Individual Interior (I) This is EXPERIENCE, the individual

consciousness, including thoughts, feelings, sensations, perceptions, and
beliefs. In Ayurveda, this is the inner experience of prakruti and vikruti in
all three bodies and five koshas.
Individual Exterior (It) This is BEHAVIOR, including each of the

manifestations of prakruti and vikruti in the three bodies and five koshas. It
includes all of the gross and subtle Ayurvedic anatomy and physiology of
the individual, as well as our therapeutics from diet and herbs to lifestyle,
routines, and body therapies.
Collective Interior (We) This is CULTURE, the collective consciousness,

including within a relationship, a family, a company, a community or
region, a political or religious group, or a country. Culture creates the
collective consciousness that influences each individual within it.
Collective Exterior (Systems of Its) This is SOCIETY, the shared

behaviors, systems, and environments including natural, educational,
governmental and political, economic, and technological. Society creates
collective rules and routines that influence and direct each individual within
it.
Types, and Lines of Intelligence
There are so many ways to be in this world and there are also many ways to be
intelligent. These different ways of being and forms of intelligence are referred
to as types and lines in Integral philosophy.
Including types and lines in our programs gives clients perspective that helps
them value, love, and accept themselves. Omitting types and lines can leave
patients believing that they should be different, comparing themselves to others,
and giving up when they realize they cant change who they are.
Enneagram and Myers-Briggs are both well know typology systems, and perhaps
the best thing that Ayurveda is known for is our system of constitutional typology:
Vata, Pitta, and Kapha, and combination types.
As humans, we love types because its a way to quickly gain a level of

understanding of ourselves and others. Types provide insight into our inherent
strengths and challenges, and the areas of invitation for harmony and growth.
The five elements are the underlying ideas for types and the elemental
dominance of constitution affects the tendencies of:
Physical structural and functional patterns
Psycho-emotional patterns
Balance of prana, tejas, and ojas
Pranic flow through the nadis ida, pingala, and sushumna
Pranic flow through the chakras
Knowledge of types gives us guiding principles for balance and growth that can
carry us through our entire lives.
Lines of intelligence are all of the different

ways that we can learn and develop, and Knowledge of types gives
certain types may have a proclivity for certain us guiding principles for
lines of intelligence, but they are distinct. balance and growth that
can carry us through our
For example, a kapha, a pitta, and a vata
entire lives.
type may each become incredible writers, but
each would carry the unique qualities of their
type through their skill.
One way to think of lines of intelligence is that there are as many lines of
intelligence as there are things to do or practice in this world, but the most well
know approach to lines is the theory of multiple intelligences which was
developed in 1983 by Dr. Howard Gardner, a professor of education at Harvard
University.
Dr. Gardner proposed eight different intelligences to account for a broader range
of human potential in children and adults.
These intelligences are:
Linguistic intelligence ("word smart")
Logical-mathematical intelligence ("number/reasoning smart")
Spatial intelligence ("picture smart")
Bodily-Kinesthetic intelligence ("body smart")
Musical intelligence ("music smart")
Interpersonal intelligence ("people smart")
Intrapersonal intelligence ("self smart")
Naturalist intelligence ("nature smart")
Our culture currently overvalues and rewards linguistic and logical-mathematical

intelligence over the other intelligences. Many new models of education have
begun to emphasize more of the other intelligences, but the majority of schools
still teach through textbooks and lectures.
As Ayurvedic practitioners we can

embrace more of these learning styles
as we develop our own businesses and
programs and help our clients learn and
integrate harmonious practices in their
lives.
This means using blends of reading,

formulas, graphics and charts,
observations of the natural and human
world, connection with the body and
movement, introspective practices, and
music.
States and Stages

Experience, behavior, culture, and society all fluctuate through different states
and develop and progress through stages.
States are temporary, whereas stages represent centers of gravity, defaults,

and developmental milestones.
The five elements and constitutional types could be considered a horizontal

approach to health where the aim is to create balance. States and stages then
are the vertical aspect of health focused on evolution and development.
Including the awareness of states and stages in our programs help clients stay
committed and on track with their practices and realize that optimal health is not
a one time achievement, but something that we move towards over and over
again and anchor more and more over time.
If we dont include states and stages, then clients will be successful and excited
one day and then when they slip theyre likely to give up and consider their
setback a failure instead of an invitation to learn and see more of themselves.
Our main models for states and stages in Ayurveda are the gunas: Tamas,
Rajas, and Sattva.
The more that experience, behavior, culture, and society enter Tamasic, Rajasic,
or Sattvic states the more anchored those qualities become as stages. Moving
from Tamas to Rajas to Sattva heightens the quality of prana and builds greater
potential, awareness, and transcendence in the individual and the collective.
This heightened energy emerges in interior consciousness as personal and

cultural enlightenment with greater care and love for people and the planet. It is
reflected in the exterior as more harmonious behaviors and systems.
Creating a Complete Health Program

Now that we have an overview of the Integral Ayurveda platform we can use the
pieces to build a complete health program for our clients. Well walk through each
of the four quadrants, drawing on types, lines, states, and stages for long term
health and growth.
A program has a timeframe and specific goals built around our clients needs,
frustrations, and desires. Ninety days has proven to be a great period of time that
doesnt seem overwhelming, and still supports full engagement. We can also
enroll for six months or one year at a time, or on a monthly basis, but not on a
per session basis because that model is not well suited for building commitment.
The period is broken up into weekly steps that address each of the important
areas we need to cover with our clients for them to reach their goals and
maintain and deepen their results.
Clients can move as quickly or slowly as they need to, but the important point is
that clear goals are identified for the period. At the end of that time, clients can
set new goals for another period.
Having our clients enroll in committed programs is important to keep them on

track and reinforce the value of long term sustainable change so that they
achieve and maintain the results that they want.
Throughout the program well connect everything to concrete, specific, and

emotionally engaging results. Well also teach from different angles to engage
different lines of intelligence
The Individual Exterior (It)

Our clients get results by changing their day to day behaviors, habits, and
practices, so this is the focus of our program. The other three quadrants are all
essential to support and reinforce these changes.
Behaviors in an Ayurvedic health program relate to:
Daily Routine
Food and Water, Eating Habits, and Herbs and Supplements
Exercise and Breath
Rest
Body Therapies
The Individual Interior (I)
Our programs need to address the individual

consciousness so that we can help our clients
understand and see themselves.
When we recommend a behavioral change, well

check in to identify the aspects of the interior that
will help or hinder the new change.
With this aspect of the program, we include:
Ayurvedic Constitution their type and tendencies towards health or

imbalance, how their type relates to their health goals, and the interior
qualities and practices that create balance for them.
States and Stages the current psychological, emotional, and spiritual

states they spend a lot of time in the interior practices that help them grow,
as well as the shadow aspects they deny in themselves and project on the
outside world.
Interior practices could include affirmation and self-love, meditation

practices like the So-Hum technique to move from Rajas to Sattva, bija
mantra practice to create balance by increasing the flow of prana through
deficient chakras, and balancing pranayama practices.
These all focus on developing and balancing experience.
Heres a short example about what this can sound like. In this example were
teaching a powerful exercise for doing shadow work. In other words, this is a
practice to free consciousness to move from Tamas to Rajas.
Lets learn about how to work with your psychological, emotional, and spiritual
tendencies so that youre creating states that support <specific health goals>
over and over again until they get anchored as part of who you are, and you
avoid the same behaviors, relationships, and conditions that have lead to
<specific health challenges>.
As a <constitutional type> you naturally tend towards <psychological,
emotional, spiritual qualities>, so creating balance means redirecting energy
towards <balancing qualities>.
As you attempt to bring in balancing qualities youll notice that you come up
against established patterns and edges of growth. The process of growing
means that you will be acknowledging more of yourself, including some things
that may be hard to look at.
These parts of yourself that you dont currently acknowledge get projected onto
your relationships and the world as positive and negative judgments with an
emotional charge. They are places where you give away your power and parts
of yourself by putting them on the outside.
Part of growing involves taking back judgments and seeing how they are parts of
yourself that youve split off and arent currently acknowledging, and then
integrating them. Each time you do this you increase your energy and capacity to
make new choices that support <specific health goals>.
Heres a practice to build the energy that will support <specific health goals>.
Lets try it right now:
1. Choose an experience in your life that you want to work with. It's often easier
to begin with a person with whom you have difficulty (e.g., lover, relative, boss).
This person may irritate, disturb, annoy, or upset you. Or maybe you feel
attracted to, obsessed with, infatuated with, or possessive about this person. In
any case, choose someone with whom you have a strong emotional charge,
whether positive or negative.
2. Face It: Now, imagine this person. Describe those qualities that most upset
you, or the characteristics that you are most attracted to using 3rd-person
language (he, she, it). Talk about them out loud or write it down in a journal. Take
this opportunity to "let it out." Don't try to be skillful or say the right thing. There is
no need to sugar-coat your description. The person you are describing will never
see this.
3. Talk to It: Begin an imaginary dialogue with this person. Speak in 2nd person
to this person (using "you" language). Talk directly to this person as if he or she
were actually there in the room with you. Tell them what bothers you about them.
Ask them questions such as "Why are you doing this to me?" "What do you want
from me?" "What are you trying to show me?" "What do you have to teach me?"
Imagine their response to these questions. Speak that imaginary response out
loud. Record the conversation in your journal if you like.
4. Be It: Become this person. Take on the qualities that either annoy or fascinate
you. Embody the traits you described in "Face It." Use 1st-person language (I,
me, mine). This may feel awkward, and it should. The traits you are taking on are
the exact traits that you have been denying in yourself. Use statements such as
"I am angry," "I am jealous," "I am radiant." Fill in the blank with whatever
qualities you are working with: "I am__________."
5. To complete the process, notice these disowned qualities in yourself.

Experience the part of you that is this very trait. Avoid making the process
abstract or conceptual: just BE it. Now you can re-own and integrate this trait in
yourself.
Does this seem valuable for you? What specific steps do you need to take to
integrate this practice?
We want to plan out the specifics so that our clients actually integrate this
practice on a daily basis. We want a concrete plan for accountability, and so that
they can see themselves doing this and address the obstacles that might come
up ahead of time.
The Collective Interior (We)
Including the collective is so important because our clients are not islands. They
exist within communities of consciousness that have a constant effect on them.
This is the collective interior, culture.
When culture is addressed and made more supportive, then it becomes easier
and more automatic to hold thoughts, feelings, and values that are harmonious
and supportive of their health goals.
The main cultures that each of us are a part of

If the cultures that our
are:
clients are a part of are not
Family addressed then they will
be fighting against the
Friends collective consciousness
and will eventually tire and
Work revert to the path of least
resistance.
Communities (Religious, Political, Etc.)
Cultural change is some of the most challenging and most important work to do.
Culture cant be forced to change, new culture has to be modeled by individuals

and made to be an attractive invitation. Interpersonal intelligence and
communication are the key skills here.
Here are the steps we can take to help our clients build supportive culture:
1. Build a group practice into our programs. Once a week is usually good,
either in person or over the phone. If its over the phone, we can allot a
certain amount of time for each person. The purpose of this weekly group
practice is to create a supportive culture that helps our clients implement
and maintain the changes that support their health goals. A format we can
use is:
a. Check In name, report on successes and challenges
b. Experience thoughts and feelings
c. Accountability and Support helping each other take responsibility

for our health and asking for support
d. Closing Affirmation and Meditation close the group with a positive

focus, encouragement, and connection with our True Nature as
Spirit
2. Set clients up with a buddy. A buddy system provides mutual support for
each client and keeps them engaged and committed in the program. They
set up a weekly check in and support call for 15 minutes to 1 hour.
3. Have clients take inventory of their relationships and cultures and note
which areas are most supportive and which areas are most challenging,
and then take steps to prioritize time in the supportive areas, have
conversations to improve time in the challenging areas that they want to
keep, and reduce or eliminate time in the challenging areas they dont
want to keep.
The Collective Exterior (Systems of Its)
This collective exterior is the aspect of the program where we address the shared
behaviors, societal systems and environments that our clients are a part of. As
with culture, these have a constant influence on them that may or may not be
supportive.
As our clients change their own behaviors, what support and what obstacles will
they come up against in the shared daily behaviors with their family, friends, and
coworkers?
What are the qualities of their home and work environment?
Some of the topics in this section include:
Shared Schedules
Group Habits
Environment Modifications: Light, Color, and Aromatherapy
Again, the main process here is to help our clients take inventory of their
environments and shared behaviors.
Then take steps to prioritize those that are supportive, and have conversations
and make new agreements to improve, reduce, or eliminate the shared behaviors
and environments that are not supportive.
Enrolling clients in a program instead of individual
sessions provides consistent revenue for our
business and gets deeper commitment from our
clients so that they get results.
A program can run three, six, or twelve months at a time, with weekly
sessions. Each program has specific health goals for the time period.
Each weekly session draws from the Four Quadrants: the behavior to
change, and the interior and exterior individual and collective aspects that
need to be addressed to support the change long term.
The exercises and templates for Step 2 can be found in the Appendix:
Exercise: Leverage Strategies
Integral Ayurveda Weekly Session template
Actions:
o Complete the Leverage Strategies exercise for your niche.
o Customize the Integral Ayurveda Weekly Session template for your

business.
Step 3: Build Your Business System
I'm a big believer in growth. Life is not about achievement, it's about learning
and growth, and developing qualities like compassion, patience, perseverance,
love, and joy, and so forth. And so if that is the case, then I think our goals should
include something which stretches us. Jack Canfield
Now that weve covered the steps to discover and research a successful niche
and weve got the elements to include in an Integral Ayurvedic program that
covers everything your patients need to for long term sustainable results, its time
to enroll clients!
In this step, were going to cover how to build our business system, including:
How to build and communicate a valuable talk from our research that
brings prospective clients from our target niche in the door
How to make a compelling offer so that prospective clients take the next
step with an introductory one-on-one session, and how to pre-qualify
clients to craft our optimal weekly time and income scenario
How to name our business, talk, program, and introductory session to

immediately increase its value ten to one hundredfold
How to do our introductory one-on-one session so that clients connect

deeply with their goals and challenges, clearly see and want the value of
what we offer, and also see the costs of not enrolling
Building a Free Talk

Our research never really stops.
We want to continue to deepen our understanding and care for our clients as
much as we can so that we can increase the depth of what we offer and increase
the magnetism of our business and communication.
Once weve identified the top challenges, frustrations, and needs of our target
niche, its time to see if we can get some response to an offer!
The easiest price for a prospective client to say yes to is FREE, so lets offer
something for free and see if our prospective clients say yes and take us up on
the offer.
Lets offer a free talk or classK
It can be an in person talk or it can be virtual, in the

form of a teleconference or webinar. Or if youre
already really tech savvy, you could do a live talk
and connect audio and/or video to stream it as a
teleconference or video at the same time.
The decision is about depth and span and the

obstacles to getting there.
An in person talk has more depth because everyone gets to see each other and
hug and smile and shake hands, but a teleconference or webinar doesnt require
any driving or parking and has more span because it is available to people
outside of the local community.
At the end of this talk, we are going to offer a free or paid introductory session to
build connection, connect with their needs and the impact of their current
challenges, and then present and enroll them in our program.
From our interview research, we will have found patterns around the top
challenges, frustrations, and needs of our target niche. These needs will be
specific, concrete, and emotional.
Our prospective clients value results, and like The better we do this, the
all of us, thats what theyre willing to pay for. more valuable the talk will
Our talk will address these top needs as clearly be for them, the more trust
and effectively as possible. we will build, and the more
interested they will be in
Using our niche example from Step 1, lets say what else we have to offer
weve learned that the top three challenges them.
mothers with nursing children are facing are:
1. Feeling irritable and depleted from not getting enough sleep because the
baby is waking up through the night
2. Not getting enough support and feeling resentful
3. Not getting enough companionship or understanding, and feeling isolated
We want to focus on addressing these challenges and give them our top
solutions. Were not holding anything back. Were giving them our very best,
most leveraged actions to address their needs and make our talk really valuable
to them.
The Four Learning Styles
Heres a powerful framework that we can use to build and communicate a really
valuable talk thats based on the Four Learning Styles discovered by David
Kolb.
As we know from Integral Ayurveda, people have different lines of intelligence

and unique dominances of the five elements that provide for physical,
psychological, emotional, and spiritual strengths and challenges.
One effect of these unique intelligences and elemental dominances is differences

in learning styles. Just as all of us contain all five elements and all three doshas,
we also have all four learning styles, though some will be more dominant than
others.
To have a complete communicationto maximize the chances of being

understoodwe need to include all four styles. When we do this, the value of
what we are offering is radically increased.
The four learning styles are:
1. Why? Why? learners are most concerned

with the benefits of information and want to To have a complete
know why they should listen and how it will communicationto
help them. They need to know what they will maximize the
gain and what they will avoid. chances of being
understoodwe
2. What? What? learners are most interested need to include all
in the theory, philosophy, science, and history four styles. When
of information. They want to know what they we do this, the value
are learning. of what we are
3. How? How? learners want a recipea offering is radically
series of stepsfor getting from start to finish. increased.
They want to know how to use what they are
learning.
4. What if? What if? learners want action items for what to do right now.
They learn by doing, taking action, and seeing the results.
Everything that we communicate will be enhanced when we include all four of

these learning styles combined with language that is specific, concrete,
emotional, and connected to results.
When we leave one or more out, our chances of being misunderstood sharply
increase, the value of what we are saying decreases, we will not get as many
clients, and fewer clients will get results. This is true not just for our talk, but for
every session.
Lets walk through the creation of our free talk for our niche example of mothers
with nursing children using the four learning styles.
Why?
What are going to be the results of implementing what they learn tonight? What
will they get and what will they avoid?
If you implement what Im going to share with you your baby will sleep better so
you get more consistent nighttime sleep, and youll avoid the sleepless nights
and downward spiral of depletion, resentment, and isolation that can take hold of
many mothers with nursing children.
What?
We want to become a continuously evolving expert in our target market and

research and learn as much as we can about the theories, science, and inner
and outer practices that can help our clients.
What do we know about mothers with nursing children?
Where do their challenges come from?
What can we say here to help normalize their experience and take a step back to
see it clearly instead of judging themselves or others?
If we have relevant history and story to share, we can do that. And then we can
talk about the key principles that will help them get the results they want.
Mothers with nursing children are under huge demands:
Physically (talk about the body)
Psychologically (talk about the mind)
Emotionally (talk about feelings)
Spiritually (talk about meaning and purpose)
Culturally (talk about lack of cultural beliefs that get in the way of getting
support)
Systemically (talk about economic and life routine challenges)
Here are the main reasons that babies have trouble sleeping through the night
and what to do about them:
Routine factors (examples)
Dietary factors (examples)
Emotional factors (examples)
Babies respond to their mothers routines and energy, and the qualities of the
mother are also ingested directly through the breast milk.
Because of these challenges, a new mom often has what Ayurveda calls
aggravated vata and depleted ojas. (discuss theory)
The principles that create balance and renewal for a mom and her baby through
bringing in more of the water and earth elements are:
Loving and supportive relationships with self and others (talk about ways
to practice self love and the importance of connecting with others)
Routine (talk about the key things for a supportive daily and weekly
routine)
Nutrition (talk about the key dietary factors and eating habits)
To balance and renew we need to create consistent routines, eat a nourishing

diet, and cultivate reliable sources of support and understanding. This will create
balance and peace for you as a mom, and that will improve your babys sleep.
How?
What are the specific steps they need to take to get the results they want?
Well want to communicate these like a recipe or action plan:
Heres your plan to get fed with more understanding and companionship, get
you more support more easily, and create the best state for your babys sleep
and your renewal:
1. Create a support persons phone list
2. Schedule recurring friend dates or phone calls
3. Design a daily routine and meal plan for yourself and your baby
Start these three actions this week to create a supportive system and culture for
getting regular sleep and renewal and avoiding sleepless nights and depletion.
What if?
Creating a Compelling Offer
Pre-Qualifying Prospective Clients
Growing and Growing and Growing Income
What action do we want them to take, in this case, at the end of the talk?
We want them to sign up for a free or paid one-on-one introductory session!
Heres how to use free or paid introductory sessionsK
If we are just starting our practice or have lots of space for new clients, then we
can offer a free session to make it very easy for them to say yes.
On the other hand, if we have a limited amount of space or time for new clients,
then an easy way to pre-qualify our prospective clients is to charge for the
introductory session and then keep raising our rates while keeping the number of
one-on-one clients we want.
Once we have the number of one-on-one clients we can:
1. Keep raising our introductory and program rates
2. Create paid group programs so we can work with more people at once
3. Both!
Heres what the end of the talk might sound like.
We provide a recap of the specific, emotional, concrete results our prospective

clients are looking for (the Why? again) by saying,
If you want to implement the steps to get the sleep you need so
that you have energy and patience instead of irritability, feel
grateful and get more of the support you need instead of
building up resentment, and get more of the companionship and
understanding you want instead of feeling isolated, complete
the form in front of you and see my assistant to schedule your
free one hour Sleep and Support session .
(Tip: I recommend having an assistant there if its in person to

help with scheduling and to free you up to speak with your attendees.
If its a teleconference or webinar, then you can provide or email a link for your
online form and use a service like TimeTrade or Schedulicity to link with your
calendar so they can pick an available time.)
Then, we can let them know what we will do during the session:
During our free one hour Sleep and Support session we will clarify your vision
for your health as a mother, create key milestone objectives, create an action
plan, and uncover hidden obstacles that could be getting in your way. Youll finish
the session with renewed inspiration and self-connection.
Finally, give very specific instructions:
Right now, complete the form, hand it to my assistant and pick the most
convenient time for us to meet. Or, Click the link and pick the most convenient
time for us to speak.
Naming to Increase Value
When we name our sessions, talks, programs, and business, we automatically

increase the perceived value of what we are offering if the names are specific,
concrete, emotional, and connected to results.
The free one hour Sleep and Support Session lets

us know:
Its free
Its one hour
Its about getting sleep
Its about getting support
The name is the first thing people hear and they subconsciously judge the value
accordingly.
We want to make the name as hard to ignore and unforgettable as possible so

that it grabs attention, promises a benefit, triggers powerful feelings, and sticks in
the mind.
We do this by using power words that are

We want to make the emotional, distinctive, and result-oriented.
name as hard to ignore
and unforgettable as Some of the other tools that help increase the
possible so that it grabs value of a name are:
attention, promises a
benefit, triggers powerful Alliteration: using the same first letter in
feelings, and sticks in the words (i.e. The Sleep and Support
mind. System)
Rhyme: using the same ending sound in

words (i.e. The Calm Mom Method)
Rhythm: using the same number of syllables in words (i.e. Moms Sleep
Now)
Again, these tools help a name stick in the mind and hard to forget.
The Introductory Session

Our introductory session is the most important part of our business system. This
is the time that our prospective clients become paying clients.
Its also an incredibly powerful process for helping our prospective clients get
clear about what they want, explore the full impact of their current situation, and
see the value of taking action towards their results. Even if a client doesnt hire
us, this introductory session has the power to change lives.
Just as we use the Integral Ayurveda platform to support our clients, we use it to
support our successful businesses. Developing our business is about developing
our own interior (I), increasing skills with our business and clinical practices and
methodology (it), surrounding ourselves with supportive colleagues and mentors
(we), and optimizing our business environment, systems, and partnerships (its).
Practitioner Mindset
Working with an Ayurvedic practitioner is the best investment that an individual

can make.
Having someone that can help us understand and appreciate who we are,
understand the roots of health and disease so that we can take conscious
responsibility for our health, make changes in behavior that support vibrant
health and a long life, and focus on creating relationships and an environment
that supports growth and harmony is invaluable.
We need to fully believe in the value of what we

5our clients deserve are offering and want our clients to receive our
to give themselves our services for their own sake, far more than we want
service and support. them to be our clients for our own. Ayurveda is
rooted in service, and our clients deserve to give
themselves our service and support.
Building our business is a spiritual practice and we will likely come up against
some of our own shadows and limiting beliefs that can get in the way of our
success and the number of people we can help.
The internal practice is to find peace and joy in each aspect of our business
putting our business out there, speaking as an expert, dealing with money,
working with our clientsand using the uncomfortable areas to uncover more of
ourselves and grow.
Introductory Session Steps
The Introductory Session lasts twenty minutes to one hour, depending on how
much we cover. Scheduling out an hour out ensures that we have more time than
less.
There are two main sections to the Introductory Session:
The uncovering of needs and challenges
The presentation of our services
This process is incredibly valuable for our prospective client to gain more
awareness about their health then they may ever have had before, and it also
reveals the value of our services.
Lets take a look at the entire flow, from beginning to end.
1. Make a connection: The first step is to find out about our prospective
clients current health and to connect, so we can say, Tell me a little bit
about your current health. We dont want this to be an exhaustive
exploration at this point, but an overview.
2. Focus on results: The second step is to ask them about their goals and
open the door for them to dream into a better future, so we can ask, If you
could have your ideal, where would you like to be with your health in the
next three months? We can repeat this question and ask follow ups to
include the interior and exterior, and get deeper answers: How would you
like to be feeling?, What would be the most important change?.
3. Experience the change: The third step is to identify the impact of these
results. We can ask, If you had these experiences and reached these
goals, what would that do for you?, What would be the best part?,
Why? Again, we can keep asking questions and really support their
experience of what these changes in their health would do for them.
4. Uncover the challenges: The fourth step is to find out what the obstacles
are. Here we spend time asking questions to help them find whats
preventing them from getting the results they want, What do you think
might be slowing you down, standing in your way, or stopping you from
reaching these health goals?, Which of these is the biggest challenge?,
Why?
5. Focus on the costs: The fifth step is really important because here we look
at how these challenges are impacting our prospective clients life. We
want to help reveal all of the costs and ask, How do you think these
challenges are impacting you?, How are these challenges affecting other
areas of your life?, How do you think these challenges could affect your
life in the future?
6. Create the future: In the sixth step, we help our prospective client envision
their future, and we ask, If you could overcome these challenges and flow
freely towards your goals, what would that do for you? Here we help them
see and feel themselves having the new levels of interior and exterior
health that they want.
The sixth step concludes the deep uncovering of our prospective clients needs
and experience. At this point weve really brought the energy up together and
created a field of awareness around our prospective clients current and future
health.
Now, its time for us to introduce our services, and so we say,
I have an Ayurvedic health program thats designed specifically to help people

overcome these sorts of challenges and achieve these sorts of health goals.
Would you like to hear a little bit about it?
Throughout this process we ask our prospective clients questions and keep
checking in with them about how much they would like to hear. This removes
external pressure from us and any sense that were selling them. We want the
motivation to come from inside them, not from our pushing.
The presentation of our services covers:
What we do We want the

motivation to come
Support structure
from inside them, not
Investment from our pushing.
Collecting information and payment
1. We can tell our clients that there are four areas where we support our
clients to overcome challenges and reach their health goals:
a. The first thing that I help my clients do is clarify their health goals.
Weve covered this some today, but there may be more there and
you may decide that you want to go further over time than you can
even see right now. Does that sound like it would be valuable for
you?
b. The second thing that I help my clients do is understand their
unique constitution and master their inner world of thoughts,
feelings, and beliefs. I support my clients to accept and love
themselves and have more inner energy to make new choices and
stick with them. Does that sound like it would be valuable for you?
c. The third thing that I help my clients do is understand the nature of

their health challenges and the specific diet and lifestyle changes
they can make that will have the biggest and fastest impact on
improving their health. Does that sound valuable for you?
d. The fourth thing that I help my clients do is optimize their

environments and systems so that it becomes easy and automatic
to think the thoughts, feel the feelings, and do the behaviors that
support their health. Does that sound valuable to you?
When were done with that, we can ask them if they have any questions about
any of those areas, and then move on to our support structure.
2. We ask, Another thing that people usually want to know about is the
structure of the program. Is that something youd like to hear about?
When they say yes, describe your structure, I work with my clients for
three months at a time and we see each other (or speak) once a week.
The sessions are about an hour, and you can email or give a call
whenever you need a check in or have any concerns or questions at all.
Either of us may need to skip a week occasionally, but I create a blanket
of support for you with our work together. How does that sound to you?
When were done describing the support structure we can ask if there are any
questions about that, and then move on to our fees.
3. We ask, Now people usually want to know how much the financial
investment is. Is that something youd like to hear about?
When they say yes, we start by removing all of the risk for them right away
with our guarantee, I want to let you know that I have a 100% happiness
guarantee. I work with my clients for three months at a time, and if after
the first thirty days you dont absolutely love the work that were doing and
if you dont see that this is exactly what you need to help you overcome
these challenges and reach these health goals, then not only do you not
need to continue after the first month, but you can have a full refund of
every penny youve paid. How does that sound?
This sounds great! When we offer a guarantee were removing the

financial risk to getting started and affirming our confidence in the value of
what we offer our clients.
After sharing the guarantee and answering any questions, we can share
our fees and offer two options, There are two options for your investment.
You can pay monthly or you can do a full pay for the three months and get
some special pricing. If you pay monthly it is $997, and if you do the full
pay it is $2497. Which of these two options feels like the best fit for you?
At this point, our prospective client will let us know which of the options feels like
the best, and we can collect payment, get them entered into the system, and
schedule their next session.
Otherwise, theyll have some objections or reservations to work through before

getting started, and well cover how to support them through those next.
4. We say, Great, lets get you entered in to the system and schedule your
next session to get started. We collect all of their informationincluding
their credit card number, expiration date, and security code, or a check if
they are in personand then we schedule their next session and tell them
that well send them some initial intake paperwork for them to bring in or
send back a day or two before you meet. Ask them if they have any other
questions for now and let them know that they can call or email with
anything that comes up between now and the next session.
Helping Clients through Objections with Self-Connection
The three main objections or reservations that clients will have before getting
started with us are:
1. Money
2. Time to think about it
3. Need to talk with someone else
Its important that we provide as much space as needed for our clients to feel
held and supported, and not pressured, as we help them through this process.
By doing this, we cultivate an incredible amount

of trust in our relationship and help our
prospective clients feel peaceful about their In Ayurveda, we know
decision, either way. that ahamkara fears any
change because its
Psychology teaches us that, in general, people experienced as death for
are twice as motivated by fear as by desire. In the current self and
Ayurveda, we know that ahamkara fears any entering into the field of
change because its experienced as death for the unknown.
the current self and entering into the field of the
unknown.
Even though our clients may clearly see the value that would come from working
with us, and even though weve removed the financial risk with our 100%
happiness guarantee, the unconscious pattern of contraction in most people is
that theres more to lose than to gain.
The first thing that we can do when our prospective

client raises an objection is to simply be quiet, hold
space and listen, and see how far they get talking
themselves through these two emotional pulls.
If they need some help, we can support their self-

connection so that they can make a decision from a
place of peace.
We can say,
It sounds like part of you wants to do this, and another part has some fear or
reservation about moving forward. Is that true?
I want you to know that I want this program for you, far more than I want you as
a client for my own good. Whatever decision you make, Id like you to make this
decision from a place of peace, and Id be happy to help you get there. Would
you like that support?
When they say yes, we can offer,
Can you feel the part of you that has the fear or reservation? Where is that
feeling in your body? Can you bring your awareness to that part of your body and
just feel the feeling without trying to change it or make it go away and just let it
be? Go to the center of the feeling and be with it, and let me know if it moves or
changes
We continue holding space for them through this process and when they are at
peace we check in,
Now, when you think about moving forward with this program, how do you feel?
If there are no reservations left to getting started, we ask, Which of the two
options feels like the best fit for you?
When we have a good understanding of our
prospective clients needs we can build a free talk
using the four learning styles and concrete,
specific, emotional communication that connects
with the results they want to achieve.
Our free talk ends with a call to action to sign up for a free or paid
introductory session. Schedule these on the spot for in person talks or
provide a link directly to your calendar so that prospective clients can pick
an available time at the end of a teleconference.
Good names automatically multiply the perceived value of our talks,

sessions, programs, and business. They use power words that are
emotional and connected to results to grab attention and stick in the mind.
The introductory session is the most important process to master as it

turns prospective clients into committed paying clients based in a
relationship of trust. Mastery involves working on our own internal
experience along with the external steps, including helping our clients
work through objections.
Exercise: Value of My Practice
Exercise: Naming
Free Talk template
Introductory Session template
Actions:
o Complete the Value of My Practice and Naming exercises.
o Complete the Free Talk template and practice your first free talk with
family, friends, and/or prospective clients and get feedback.
o If you need practice overcoming fear or improving technique with your

public speaking, join a local chapter of Toastmasters International
(www.toastmasters.org).
o Use the Introductory Session template and practice doing introductory

sessions with at least three people.
Step 4: Marketing, Advertising, and Becoming an
Authority
"The aim of marketing is to know and understand the customer so well the
product or service fits him and sells itself." Peter F. Drucker
When we have the first three steps completed, we have created a solid business
model that will provide a terrific income and truly help transform our clients lives.
NOW is the time for marketing!
Without these steps completed beforehand, all of the time, energy, and money
we invest in our website, business cards, brochures, networking clubs, and
advertising will be much less effective, and may be largely wasted.
But with these steps completed:
We can build our brand specifically for our target niche so that when they
see our website, business card, or brochure they know theyre in the right
place
We can advertise and promote specifically to our target niche and in the
places where theyre most likely to see our ads and promotions
We can become an authority in our target niche
In this step, were going to cover:
1. How to use the most effective website design for building a list of
prospective clients
2. How to use an e-newsletter to keep in touch with our prospective and

paying clients, and get referrals
3. How to use advertising to bring visitors to our in person and virtual

Ayurvedic business websites
4. How to collect testimonials and use them to build credibility and become
an authority
Building the Brand
Our brand is built for our target niche. This way our clients can find us easily and
know that we are specifically here to serve them.
Our business cards, brochures, and website all carry our brand and
communicate to the people we serve about the challenges we help them resolve
and the results we help them create.
In Step 1, we covered a What do you do? statement for our example target
niche:
I help mothers with nursing children who are feeling depleted or isolated, quickly
get more sleep and build reliable consistent sources of support and
understanding. Do you know any mothers with nursing children who could use
more sleep, reliable support, and understanding?
The essence of this statement will be used to build our brand in all of our
marketing materials.
Lets look at this example for a business name, business card, brochure, and
finally a website. Each can progressively provide more information and details.
We want to use the naming principles from Step 3 for each of these as well.
Business Name
The business name is the shortest and most concise communication and
opportunity to convey who we serve and how we serve them. A name like
AyurBliss doesnt do a great job at this.
Heres a better fit:
The Nursing Mother

Sleep, Support, and Understanding
We also dont have to name our businesses.
Our own name can be our brand, and we can stick to naming our talks and
programs, or we can even give ourselves a nickname.
In this case, something like, Nursing Mother Supporter.
Business Card
Jacob Griscom, CAS
The business card can say a little more. Nursing Mother Supporter
In addition to our business name, our
Email: jacob@nursingmom.com
name, contact information, and website Phone: 555.555.5555
we could include:
Nursing Moms, Get More Sleep, Support, and
Understanding NOW!
Visit www.nursingmom.com
Brochure
The brochure can include a lot more information and follow the four learning
styles format. The brochure can essentially be a condensed form of our free talk.
Why? The headline on the front fold communicates immediately to the top
needs of our target niche.
The Nursing Mother

Sleep, Support, and Understanding
Nursing Moms - Get More Sleep, Support,

and Understanding NOW!
Jacob Griscom, CAS

Nursing Mother Supporter
What? The body of the folds can include copy that connects with and describes
our prospective clients experience and challenges and include testimonials and
client photos.
How? We can use the how? section to tell them the steps to take connected
to our business:
Here are the steps to take to reduce the sleepless nights,
depletion, and isolation:
1. Visit www.nursingmom.com or call 555.555.5555.
2. Find out when the next Sleep, Support, and Understanding talk is
scheduled, and claim your free spot!
3. Attend the talk and learn the three most important things you can do to
start getting more sleep, support, and understanding NOW!
What if? We use the what if? section to emphasize taking action right now:
Pick up the phone and call 555.555.5555 or

visit www.nursingmom.com right NOW!
Building the Website

Business cards and brochures apply mainly to in person local businesses, but
the website applies to in person and virtual businesses, The purposes of the
website are to:
1. Provide valuable information that

attracts visitors and gives people a 5the website5is the
reason to pass our website on to most important marketing
others tool available to us.
2. Build trust with our prospective clients
3. Build our email list
(Note: It is beyond the scope of this book to get into all of the technical details of
building and optimizing a website and online marketing strategy. At Everyday
Ayurveda we provide services for all of an Ayurvedic practitioners technical and
online marketing needs. See the Resources section at the end of this book for
more information.)
The best platform for building a website is to

use a Wordpress blog. Its easy to organize
and add content, and it is search engine
friendly.
We can add regular blog entries with tips and

resources and answers to prospective clients
questions.
The better the information, the more valuable it will be to our target niche, the
more trust we build, and the more likely a prospective client is to take the next
step towards working with us.
A professional website that builds trust is:
Clean and consistent
Using alignment
No more than two colors for fonts
No more than two sizes for fonts
Building and Maintaining a List of Prospective Clients
When a visitor comes to our website, we only have a matter of seconds to grab
their attention before they decide to stay or leave.
We want to let our prospective clients know that theyve come to the right spot
and provide immediate value so that they give us their name and email address.
From there, we can stay connected and increase the chances that theyll end up
working with us.
Heres the best way to do this:
1. Create a landing page that asks for the prospective clients name and
email so that we can send them a free pass to an upcoming talk and a
free report (or video) that will show them how to overcome a challenge or
get a desired result, and then get access to the rest of the website thats
filled with more valuable information; OR we can use an opt-in form box
for the same purpose on the side bar of each page on our website.
Example:
Free Report and Talk Reveal the

Three Biggest Mistakes Nursing
Moms Make when Trying to Get
Their Babies to Sleepand What
to Do About it!
If youre a mother with a nursing

child, enter your first name and
email address below and click
Send Now, and Ill send you a
free pass to an upcoming Sleep,
Support, and Understanding talk
AND my free report that shows
you how to help your baby sleep
better TONIGHT so you can too!
Name:
Email:
Send Now
We value your privacy.
Your information will never be sold or shared.
2. This opt-in form will put our prospective clients name and email into our
mailing list and automatically send them the free pass and report as a .pdf
file to download.
3. We can send our list short regular emails with:
a. Valuable tips and resources
b. Answers to questions, and the chance to submit a question to be

answered in a future mailing
c. Celebrations of testimonials from clients
d. Invitations to our free talks
Advertising and Traffic Strategies
Once our website and email systems are set up, its time to start getting visitors!
The fastest way to do this is through online paid advertising. Traditional print
advertising is also important, especially for local in person businesses, but it is
much harder to track our results.
Online advertising lets us scientifically track and adjust our spending and results
so that we get the very most for our money, and make sure that were getting a
good return on our investment.
The two main forms of advertising are pay-per-click (PPC) and banner
advertising.
With PPC we can get very specific with our tracking, testing, and adjusting. With
banner ads we can simply track how much traffic we get from another site or
newsletter in a period of time and see if its worth continuing.
Sources of free traffic include search engine optimization (SEO) and free social
media and forum activity. We can use our Facebook, Twitter, and LinkedIn
accounts to get the word out through our networks and get our information
passed along, and participate in the online groups and forums that we found
during our research in Step 1, where our target niche is concentrated.
We can post our articles online at Ezinearticles.com. If we can get an article or

editorial in a local paper or publication or get an interview on local radio, these
are great ways to get the word out about our business and the value we offer to
our prospective clients.
Partnerships and affiliate programs are the most valuable sources of endorsed
traffic, and well cover those in Step 5.
Online Ads for Local and Virtual Businesses
If our business is focused on local in person clients,

then well limit our PPC ads to our region. If we have a
virtual practice and do consultations over the phone or
internet, then we dont need to make this limitation.
Google, Yahoo!, YouTube, Bing, and Facebook

all have PPC advertising programs that we can
take advantage of, and we can use them all to
test where our best results come from.
With the search engines (Google, Yahoo!, YouTube, and Bing) bidding is
done based on keywords, words or phrases that individuals use to
search for information.
With Facebook, ads are displayed to people with specific demographics,

associations, and/or interests.
Here are the steps we take to research and select keywords to bid on:
1. We pretend that we are one of our prospective clients, searching for

information and solutions to the challenges were facing, and type those
searches into Google.
2. We visit and write down the website addresses for the top ten websites (or
videos on YouTube) that show up, along with all of the sponsored listings
(PPC advertisers).
3. We use Googles free keyword tool and insert the website addresses in to
see which keywords these sites are optimized for, and pick the keywords
that relate to our business.
4. We set up accounts with each of the advertising programs and enter our
keywords and bids, and wed limit it just to people in our region if were
focused on local in person clients.
5. We create a clear ad with a headline and text for our target niche
Examples for virtual and in person businesses:
Nursing Moms
Free report shows you

how to help your baby
sleep so you can too.
www.nursingmom.com
In Nevada City, CA
Free talk helps nursing

moms get sleep and
support.
www.nursingmom.com
6. We start our programs and track our results. Which keywords are getting
the clicks? We can also use the conversion tracking code to track which
keywords are being clicked by visitors who are actually going on to join
our list. Those are the most valuable and can be prioritized.
We can use similar steps for advertising on related websites if we have a virtual
business. For our example niche, wed look at advertising on any website that
caters to mothers with nursing children, like www.breastfeeding.com. If were
only focused on local in person clients, then wed skip this.
Print Advertising
The same principles apply to print advertising. We

want to focus our advertising on publications that
cater directly to our target niche, design ads that
speak directly to our prospective clients needs and
challenges, and give them a specific action to take
that is connected to the results they want to achieve.
Our ads can be like condensed versions of our

brochures.
A free form of local print advertising is to get our flyers and brochures up in
locations and venues where our target market will see them. These will all direct
people to call us or visit our website to get a free pass to our talk and receive a
copy of our free report.
Local Media
Getting an editorial or interview in the local paper or getting an interview on a

local radio station is a great way to get heard. To get these opportunities, we
want to approach the section and programs that are most related to our subject
and then create a compelling reason why our work is newsworthy.
By having a target niche and a program with a great name thats focused on
overcoming specific challenges and achieving specific results, weve already
created a great story!
Its just a matter of getting that story to the right people. We look at programs and
sections, see where theres a good fit, and then reach out and be persistent.
We can also submit our free talks to the local media for public service
announcements (PSAs).
Collecting and Using Testimonials to Become an Authority

Testimonials are the most powerful way to build credibility. The first testimonial
we can share is our own: how have the information and practices we share with
our clients impacted and improved our own lives?
As powerful as our own story is, having other people share the results that
theyve gotten from working with us is unbeatable, builds tons of confidence, and
generates ongoing referrals.
Heres a powerful way to collect and use testimonials:
1. When were working with a client and theyre getting great results, we ask
them if theyd be willing to give us a testimonial.
2. For the testimonial we ask them a series of questions and either record
their answer on video (the best) or we send them the questions and have
them write the answers and send them back to us with their picture.
a. What was the main challenge that caused you to start working with
me?
b. How was this challenge impacting you in the different areas of your
life?
c. How long had this challenge been impacting you?
d. What results have you achieved since you started working with
me?
e. What has been the impact of achieve these results in the different
areas of your life?
3. We post their video or text and picture testimonial on a testimonials page

on our website, as an entry in our blog, and include it in our next mailing
out to our list.
These testimonials create a ton of buzz for our business and more than anything
else help us be seen as a top authority in our target niche. With Step 4 complete,
we now have everything we need for a thriving business.
The next and final step is about taking our business to the next level through
partnerships and using our success to help enrich our community.
The purpose of our marketing is to speak directly
to our prospective clients needs and challenges
so that when they see our material, they know
theyve come to the right spot.
We want our marketing to get our prospective clients to take action: to join
our list and to attend our free talks so that they will sign up for our
introductory session and become clients!
We want to invest our money in advertising and our time and energy in
actions that reach our target niche and get them to visit our website and
call us.
The strongest way to become an authority is to get great results with our
clients and request clear and specific testimonials about their challenges,
results, and impact on their lives.
Exercise: Free Report
Exercise: Build the Brand Business, Card, Brochures
Exercise: Website Checklist
Actions:
o Complete all of the Free Report, Build the Brand, and Website Checklist
exercises
o Schedule your first free talk (or teleconference or webinar)
o For local and virtual businesses: Set up and start running pay-per-click
accounts and campaigns
o For local businesses: Start some print ads and try to get in your local
paper and on your local radio station, submit public service
announcements for your free talk, promote yourself with flyers and
brochures wherever your target niche will see them
o Hold your first free talk, sign up lots of introductory sessions, enroll lots of
clients, get great results, and collect testimonials!
Step 5: Build Business and Community Partnerships
You must be the change you wish to see in the world. Mohandas Gandhi
A successful business develops a magnetism

that attracts not just clients, but also other
businesses and organizations.
With success comes power, and as Ayurvedic

practitioners with power we can be incredible
sources of light and love for positive change and
impact in our communities.
When we follow the first four steps in this book,

weve already become successful practitioners providing incredible lifelong value
to our clients, and those effects will ripple out into their relationships, work, and
involvement in their communities.
This step helps us take our business and purpose to the next level by using
relationships and resources to improve collective health for our communities.
With Step 5, well cover:
How to develop leadership and a sustainability mission that ties our

businesses to the health of our communities
How to network: look for, find, and develop business partnerships that
quickly grow our email list, build trust with our prospective clients, and
make a positive difference in our communities
Building Leadership
Now is the time for each
Our world is hungry for inspiring leaders, and as
of us to claim our power
Ayurvedic practitioners who are committed to a path
and state that our lives and
and practice of health and consciousness, we are
businesses will be
ideally suited to help fill this urgent need.
reflections and practices
Now is the time for each of us to claim our power and of our core values and will
state that our lives and businesses will be reflections bring forward with others a
and practices of our core values and will bring forward future of universal
with others a future of universal compassion and compassion and human
human awakening. awakening.
Our True Nature is Spirit and the world that we collectively create is a reflection
of our collective consciousness. The actions that we take on a daily basis actively
create our future world. To the degree that weve been waiting for someone
elses leadership weve been denying our own power and abilities.
Mission and Vision Statement
In the business community, a powerful wave has started. More and more people
are hungry for purpose and meaning and recognize the immense tragedy and
damage thats caused when we work for profits alone at the expense of our
human family and planet Earth.
The term the triple bottom line epitomizes this shift of focus towards business
as a force of positive change. The triple bottom line means that a business is
committed to building a model that creates financial, social, and environmental
returns.
Organizations and certifications have emerged to celebrate and authenticate

these new models, including:
1% for the Planet businesses commit to

donating 1% or more of revenues to causes that
benefit the environment
B Corporation a B for benefit corporation

builds social and environmental commitments into
its corporate by-laws so that they endure
regardless of changes in leadership and
ownership
WorldBlu celebrates business that practice extraordinary new models of

democracy in the workplace
The business landscape is changing to satisfy and support our deeper human
needs and aspirations. In our businesses, we can reflect our deepest values
through our mission and vision statements.
1. A mission statement articulates our purpose and guides our actions,

goals, direction, and decisions.
2. A vision statement defines the future or desired state for our business and
community.
Getting clear about our mission and vision keeps us deeply inspired and on
purpose with the work that we do and helps us see that our works goes beyond
ourselves and even beyond our immediate clients.
Our mission statement is very similar to our What do you do? statement,
whereas our vision statement can create an energetic template for the future and
layout the specific actions we take to get there.
For our example niche, we might create the following mission and vision
statements:
Mission Statement
Our mission is to support mothers with nursing children who are feeling depleted
or isolated, quickly get more sleep and build reliable consistent sources of
support and understanding.
Vision Statement
We envision a community of health for mothers with nursing children through

networks that pull together resources, provide education, empathy and
empowerment, and increase access to healthy food and activities.
We work to create this future through:
3% donation of all revenues to our local chapter of La Leche League

International and other organizations
Volunteering our time with outreach and support to mothers living in

poverty in our community
Advocating for improved local food access and working with local
government to help get healthy food to those most in need
Finding Gaps Finding Passion
When searching for opportunities to use our business to make a difference in our
community, we can ask ourselves,
1. What are the biggest social and environmental gaps and obstacles to
health for my target niche or community?
2. Who are the people who are the most underserved and suffering?
3. Where do I have the greatest passion to help lead and make a

difference?
Just as we work with our clients, we want to have a clear map of the nature of
our community and find the biggest leverage areas where our focus and
resources will make the most difference.
The tools we can bring to this process can be expressed with this formula:
IMPACT = Time x People x Money x Consciousness
Time the given to activity
People the number of people involved
Money the money contributed, saved, or

created
Consciousness the thoughts, feelings, and

energy
Increasing any and all of these elements magnifies the impact that we can have.
Time, people, and money are about quantity. Consciousness is about quality,
and so powerful consciousness is the most valuable resource available to us.
Building Partnerships
When were looking for business partnerships, our highest leverage areas are the
businesses, organizations, and government agencies that are also focused on
serving our target niche.
These are the channels that can most quickly help get the word out about our
business to our prospective clients, and where we have the most to offer. This is
true for both local in person businesses as well as virtual.
Just as we spend time interviewing our prospective clients about their needs and
challenges, we take the same approach for our prospective partners.
Once we know their needs and challenges, and were clear about our own needs
and goals, we can create win-win proposals that help our business while
providing value for our partners, and serve more people more fully in the
process.
In general, here is the needs orientation for the different sectors:
Business ways to cut costs, increase profits, increase value to

customers
Non-Profit ways to cut costs, increase grants and donations, engage
volunteers and spokespeople, further their mission and support their
clients
Government ways to cut costs, increase funding, achieve objectives
For our example target niche, potential partners in the different sectors could
include doulas, midwives, post-natal yoga and fitness instructors, breastfeeding
instructors and organizations, and health and human services agencies.
Here are the steps we can take to get started building partnerships:
1. Brainstorm and research all of the potential partners in our community.
2. Call them up and ask for the person responsible for discussions about
business or community partnerships.
3. Let them know a little bit about our business mission and vision and set up
time to meet with the right person or people. Let them know that wed like
to understand their needs and challenges and find ways to support each
other and each others clients.
4. Follow the general interview process from Step 1 to understand their

needs and challenges.
5. Work together to develop a proposal that addresses both of our needs and
challenges and provides additional value or reach to our target market.
Once we understand the nature of our potential partners realities, then there
may also be opportunities to connect more dots in the community, make
introductions, and enroll other enthusiastic leaders under a larger shared vision.
When we can serve as the catalyst for this sort of collaborative movement, we
generate a lot of energy and goodwill, and we can start creating a synergistic
effect thats bigger than any one of us as individuals or organizations.
This is when we have a collective impact and really make a difference!
As Ayurvedic practitioners we are ideally suited
and equipped to be leaders in our communities.
Our mission and vision statements define a larger

purpose for our business and provide ongoing
inspiration, guidance, and direction.
We can find our passion for leading in our community by looking for the
biggest gaps and areas of leverage and connecting to the potential impact
of improvement in these areas.
Building partnerships follows the same process of understanding our

clients needs and challenges. Once we understand needs and challenges
we can create win-win proposals.
Our partnerships allow us to create a synergistic impact in our community

that is bigger than any individual or organization.
Exercise: Community Gaps
Exercise: Potential Business Partners
Mission and Vision Statements template
Partnership Proposal template
Actions:
o Complete the Community Gaps and Potential Business Partners exercises
o Use the Mission and Vision Statements template to write your business
mission and vision statements
o Call and schedule meetings with potential partners
o Use the Partnership Proposal template to build your first partnership

agreement
Appendix Step 1: Exercises and Templates
Interview Template
A long term sustainable and satisfying business is one thats in line with our
personal strengths and experience. Answer the questions below to help get clear
about potential niche targets where you would naturally understand your
prospective clients, deeply enjoy working with them, and thrive.
1. Who am I? What are all of the ways that I define myself? What are my
areas of genius?
2. Who do I already have experience working with? Whose experience do I

already understand?
3. What health challenges have I already overcome? What health challenges

do I understand really well, are of particular interest to me, or feel most
confident that I can address?
Finding a niche is a balance of depth and span. Use this exercise to deepen your
target niche and choose the ideal target level that has enough depth that you can
clearly and specifically communicate to your prospective client, and enough span
that you have sufficient prospective clients. With each level of depth, focus on
keeping the group with the greatest level of need and motivation.
Categories to Deepen
Male/Female Specific Outcome Desired
Personal/Professional Step in a Process
Age/Stage of Life Specific Challenge or Fear
Gain/Loss Any Specific Health Problem
Level 1:
Level 2:
Level 3:
Interview Template
The most effective way to research a target niche is with one-on-one interviews.
Use this template to gather information about motivation, needs, and challenges.
1. Whats you biggest frustration with your current health?
2. What have you tried so far that hasnt worked for you?
3. Whats your biggest feat when it comes to your health?
4. What worries you what are you afraid will happen if you dont do
something immediately?
5. What would you be willing to do to improve your health?
6. If you could have one question answered about your health, what would it
be?
The What do you do? statement, or elevator pitch, is a concise description of
who you serve and how you serve them. Use the following template to craft your
What do you do? statement and start answering the question!
What do you do? Statement Template
I helpQ<prospective clients> whoQ<specific problem> achieve/getQ<specific

result> in/with/withoutQ<any specific convenience>. Do you know anyone who
<recap>?
Example:
I help Ayurvedic students and practitioners who are struggling to make the
income they want build or grow their business fast with a clear 5 step system. Do
you know any Ayurvedic students or practitioners who want to grow their
business fast?
Now write your What do you do? statement:
Integral Ayurveda Weekly Session template
Our clients get results when they change the behaviors that have caused their
health challenges and implement new healthy behaviors. Use this exercise to list
the biggest leverage strategiesthe behaviors that will have the biggest
impactand the individual interior, collective interior, and collective exterior
obstacles and practices that need to be overcome or implemented to get the
behavior to stick and become AUTOMATIC.
Individual Exterior Individual Interior Collective Interior Collective Exterior

(It Behavior) (I Experience) (We Culture) (Its Society)
Integral Ayurveda Weekly Session Template
During each weekly visit, we want to create a space of peace and
presence with our clients.
Start by helping clients get clear about what they want to work on during
the session.
Connect with why they want this and what this looks like in their lives.
Work together with the client to create a specific plan for the behavior
change or practice.
Identify the accompanying practices that need to be integrated in

experience, culture, and society for the behavior to stick.
Identify the concrete action steps to take right now to reduce or eliminate
their challenge and achieve and maintain their desired state.
Close with client appreciations.
Weekly Session Template
Opening: Connection and Meditation
Todays focus areas:
1.
2.
3.
Behavior action plan:
1.
2.
3.
Interior practices:
1.
2.
3.
Culture practices:
1.
2.
3.
Society practices:
1.
2.
3.
Immediate actions:
1.
2.
3.
Additional Notes:
Closing: Practitioner-Client Appreciations
Exercise: Naming
Free Talk template
Introductory Session template
The Ayurvedic practitioner and client both need to have a clear understanding of
the value of this practice and service. Use these categories to brainstorm and
recognize the potential costs to prospective clients of not hiring us as well as the
valuable results of hiring us.
Area of Impact Potential Costs of Not Valuable Results of

Hiring Us Hiring Us
Financial
To Spouse or Partner
To Family
To Work or Business
To Self
To Future Health
Exercise: Naming
Creating a great name automatically increases the perceived value of our
services. We want to make the name as hard to ignore and unforgettable as
possible so that it grabs attention, promises a benefit, triggers powerful feelings,
and sticks in the mind.
Use this checklist to create great names for your business, free talk, session,
programs, and anything else you create and offer.
Use two to five word names
Use power words that are emotional, distinctive, and result-oriented
Try using alliteration (the same first sound in words)
Try using rhyme (the same ending sound in words)
Try using rhythm (the same number of syllables in words)
Free Talk Template
The free talk is a presentation that builds trust with our prospective clients by
providing a lot of value. At the end of our talk we offer a free (or paid if pre-
qualifying) introductory session. Use the Four Learning Styles format (Why?
What? How? What if?) to organize the content for the talk and layer the styles
throughout the entire talk. Start from the bottom of the page and work this
process in reverse, from the end of the talk to the beginning.
Why?
Describe the main benefits of integrating what theyre about to learn, the results
theyll get and the main costs that theyll avoid.
What?
Outline the theory, philosophy, science, story, and statistics about overcoming
these challenges and getting these results.
How?
Clearly describe the action steps to take to overcome these challenges and get
these results.
1.
2.
3.
What if?
Ask them to take action right now and sign up for an introductory session.
Introductory Session Template
The introductory session is the most important are to develop and become
comfortable in because this is where prospective clients become committed
paying clients who enroll in programs. Use this template to take notes and guide
your introductory sessions. Ask questions multiple times. As Why?, What
would be the <best/worst/most important> thing about that? and other follow up
questions.
Uncovering Needs and Challenges
1. Make a connection: Tell me a little bit about your current health.
2. Focus on results: If you could have your ideal, where would you like to be
with your health in the next three months?
3. Experience the change: If you had your ideal, what would that do for
you?
4. Uncover the challenges What do you think might be slowing you down,
standing in your way, or stopping you from reaching these health goals?
5. Focus on the costs: How do you think these challenges are impacting
you?
6. Create the future: If you could overcome these challenges and flow freely
towards your goals, what would that do for you?
Presentation
I have a health program thats designed specifically to help <prospective clients>

overcome these sorts of challenges and achieve these sorts of results. Would
you like to hear a little bit about it?
1. What: Describe and ask Does that sound like it would be valuable for
you?
Clarify goals
Self-understanding and mastery of interior
Most leveraged behavior changes
Optimize environment
2. Structure: Describe the structure of the coaching program and create a

blanket of support.
Period of time to work with clients (3 months, 6 months, 1 year at a time)
Weekly meetings for <length of time>
Anything else about the structure
3. Pricing: Describe the 100% happiness guarantee.
Two options
Monthly investment
Full pay investment
Which option feels like the best fit for you?
4. Collect contact information
5. Schedule first official session
Free Report Template
The brand is the spectrum of condensed and expanded descriptions of the What
do you do? statement. Use this space to brainstorm and sketch business
names, nicknames, business cards, brochure content, and logo ideas that
communicate to our prospective clients the value we provide.
The website is the most important marketing tool because its the doorway to our
talks and services for our prospective clients. Build or revise your website to
collect information and start a compelling conversation.
Key Website Elements
Simple professional layout:
o Alignment
o Consistency
o Maximum two colors
o Maximum two fonts
Opt-in form on upper portion of sidebar on all pages or an opt-in landing

page
Headline clearly conveys the main value and grabs attention
Wordpress Blog (www.wordpress.org)
Content articles and/or audio and video posts very relevant to the potential
clients needs and challenges
Use of the Four Learning Styles: Why? What? How? What if?
Free Report Template
One of the best ways to invite a prospective client to opt-in to our email list and
start a conversation is to offer a Free Report. The content shares our best
information for helping our prospective client overcome their main challenge and
achieve their main desired result. Use this template to create your Free Report.
List the 3 biggest, most expensive, most dangerous, most potentially

damaging mistakes that your prospective clients make on their way
to finding solutions - that make the situation WORSE:
1.
2.
3.
Describe the three highest leverage behaviors they can take to

improve their health challenges:
1.
2.
3.
Name your report with one of the following formulas:
1. 3 Mistakes To Avoid When [Objective]
2. The 3 Biggest Mistakes That [Prospective Clients] Make When Trying To

[Objective]... And How To Avoid Them
3. 3 Critical Mistakes I Made When [OBJECTIVE] - And What To Do

Instead
Mission and Vision Statements Template
Partnership Proposal Template
Use these exercise questions to find the biggest areas of impact where your
business could help support health in your community.
1. What are the biggest social and environmental gaps and obstacles to
health for my target niche or community?
2. Who are the people who are the most underserved and suffering in my
community?
3. Where do I have the greatest passion to help lead and make a

difference?
Business partners can be developed in all three sectors: business, non-profit,
and government. Use this page to brainstorm and research potential partners to
call and meet with.
Businesses
Non-Profit Organizations
Government Agencies
Mission and Vision Statements Template
Our mission and vision statements define a larger purpose for our business and
provide ongoing inspiration, guidance, and direction. Use this template to
develop your business mission and vision.
Mission Statement
Articulate your purpose that guides your actions, goals, direction, and decisions.
Vision Statement
Define the future or desired state for your business and community.
Partnership Proposal Template
To form a strong partnership, spend time getting clear about the needs the
partnership will help meet. Use this template to be concrete and specific with the
details of the partnership.
Partners Needs and Challenges (Costs and Value):
1.
2.
3.
My Needs and Challenges (Costs and Value):
1.
2.
3.
Specific Actions to Take to Help Meet Partners Needs and Challenges:
1.
2.
3.
Specific Actions for Partner to Take to Help Meet My Needs and Challenges:
1.
2.
3.
Contact and Follow Up Resources
Mailing Address:
Everyday Ayurveda
PO Box 1783
Nevada City, CA 95959
Email:
support@everydayayurveda.org
Websites:
www.everydayayurveda.org
www.jacobgriscom.com
Email support@everydayayurveda.org for more information about:
One-on-one and group coaching opportunities
Website development
Online marketing and campaign development
Partnership opportunities

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Grow Your Ayurvedic Business

The 5-Step System for Growing Your Business Fast, Transforming

Limits of Liability & Disclaimer of Warranty

He is an owner at BetterWorld Telecom, the only

He is also the founder of the award-winning Sacramento Sustainability Forum, a

Passionate about the health, wealth, and sustainability of local communities, he

He has lead workshops around the U.S. on Nonviolent Communication (NVC)

Table of Contents ................................................................................................. 3

Effectively Communicating ............................................................................... 7

Lets Get Started Right Now! .......................................................................... 10

Step 1: Define and Communicate What You Do ................................................ 11

What am I Here to Do? ................................................................................... 11

People Are Searching for Solutions, Not Ayurveda ........................................ 12

Choosing, Researching, and Testing a Niche................................................. 13

Depth and Span .......................................................................................... 13

Local and Virtual ......................................................................................... 15

Communicate What You Do ........................................................................... 17

Review and Implementation ........................................................................... 18

Step 2: Create Your Complete Health Program ................................................. 19

Integral Ayurveda ........................................................................................... 19

The Four Quadrants .................................................................................... 20

Types, and Lines of Intelligence .................................................................. 21

States and Stages ....................................................................................... 23

Creating a Complete Health Program ............................................................. 24

The Individual Exterior (It) ........................................................................... 24

The Individual Interior (I) ............................................................................. 25

The Collective Exterior (Systems of Its) ...................................................... 28

Review and Implementation ........................................................................... 30

Step 3: Build Your Business System .................................................................. 31

Building a Free Talk ........................................................................................ 31

The Four Learning Styles ............................................................................ 33

Naming to Increase Value ........................................................................... 37

The Introductory Session ................................................................................ 38

Practitioner Mindset .................................................................................... 38

Introductory Session Steps ......................................................................... 39

Helping Clients through Objections with Self-Connection ........................... 42

Review and Implementation ........................................................................... 44

Step 4: Marketing, Advertising, and Becoming an Authority............................... 45

Building the Brand .......................................................................................... 46

Building the Website ....................................................................................... 48

Building and Maintaining a List of Prospective Clients ................................ 49

Advertising and Traffic Strategies ................................................................... 51

Online Ads for Local and Virtual Businesses .............................................. 51

Print Advertising .......................................................................................... 53

Collecting and Using Testimonials to Become an Authority............................ 54

Review and Implementation ........................................................................... 56

Step 5: Build Business and Community Partnerships ........................................ 57

Building Leadership ........................................................................................ 57

Mission and Vision Statement ..................................................................... 58

Building Partnerships ...................................................................................... 60

Review and Implementation ........................................................................... 62

Appendix Step 1: Exercises and Templates .................................................... 63

Exercise: Personal Strengths and Experience................................................ 64

Exercise: Niche Depth and Span .................................................................... 65

Interview Template ......................................................................................... 66

What do You Do? Statement Template ........................................................ 67

Appendix Step 2: Exercises and Templates .................................................... 68

Exercise: Leverage Strategies ........................................................................ 69

Integral Ayurveda Weekly Session Template ................................................. 70

Appendix Step 3: Exercises and Templates .................................................... 72

Exercise: Value of My Practice ....................................................................... 73

Exercise: Naming ........................................................................................... 74

Free Talk Template ........................................................................................ 75