Today I’m talking with Britt Cunningham, founder of Brit Social Media, about whether TikTok actually is worth your time as a local, brick-and-mortar business.

Britt works with service-based businesses, including acupuncturists and other wellness entrepreneurs, to manage their social media strategy and content.

The last time she was on the podcast, we talked mostly about Instagram, but she mentioned that TikTok has some unique advantages when it comes to reaching a local audience. That caught my attention, and since then, I’ve actually started experimenting with TikTok for my own acupuncture practice.

In this episode, we talk about:

• Why TikTok may be better than Instagram in terms of getting your content in front of people who actually live near your practice
• How to repurpose the Reels you’re already creating for Instagram, instead of making new content
• What to post, how often to post, and what kinds of content are working well for acupuncturists and wellness practices right now
• How to start showing up on video when you’re uncomfortable on camera, including an easy way to begin with B-roll

We also talk about why you probably don’t need to spend nearly as much time writing TikTok captions as you do Instagram captions, which I personally consider excellent news.

Hope you enjoy this episode with Britt!

SHOW NOTES:

• Britt's Website: Britt Social Media
• Instagram @brittsocialmedia
• TikTok @brittsocialmedia
• YouTube @brittsocialmedia
• Michelle's Marketing Breakthrough Audit

🩵 Today's episode is brought to you by Jane, an EMR for health and wellness professionals, and the software I use at my practice. 🩵

One of my favorite things about Jane is their genuinely excellent customer support. If you have a question, you can call, email, or live chat with a real person, even on Saturdays, at no extra cost. And I can tell you from experience, their support team is incredibly kind, patient, and actually happy to help.

If you’re ready to learn more and get a free demo, head to jane.app/explore, and use my code ACUSCHOOL1MO for a one-month grace period on your new account.

💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review.

Michelle's Free Ten-Minute Marketing Guide for Wellness Professionals: Exactly how I'd market my practice if I only had ten minute a week - Download Here

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Today I’m talking with Sarah Cook, a copywriter and former naturopathic doctor who helps health and wellness practitioners create marketing that sounds like them, without burning themselves out in the process.

And we’re diving into a conversation that is on everyone’s minds in the past few weeks, including:

• The recent panic over AI watermarks, including what’s happening with Claude, what these watermarks actually mean, and whether to change the way you’re using AI in your marketing.
• How to decide where your own line is with AI, based on your values, your audience, and what feels aligned with your integrity, instead of simply following what everyone else says you should or shouldn’t do.
• Why Sarah doesn’t recommend completely automating your content creation, and how too much automation can strip away the specificity and personality that make your marketing effective.
• A practical example of using AI to make marketing dramatically easier while still keeping the ideas, stories, expertise, and perspective genuinely yours.

This is a really thoughtful, practical conversation about finding the place where AI supports your marketing without replacing you in it.

Show Notes:

• Sarah's Free Download
• Sarah's website: wellnesswriter.com
• Instagram: @sarahcook.wellnesswriter
• Michelle's Marketing Breakthrough Audit

💚 Today’s episode is sponsored by Faire Wholesale.

Last year, I interviewed some acupuncturists who told me they were making enough money from retail to pay their clinic rent, and I immediately thought, WOW, I want to try that.

So I started experimenting with retail in my own acupuncture practice using Faire, and last year we brought in just over $4,000 in retail sales. My goal is still to see if we can eventually pay our clinic rent with retail alone.

We’re not selling expensive products. We don’t have a sales pitch. People buy while they’re waiting for their appointment, or at checkout. Some of our bestsellers are $5 notebooks, magnetic bookmarks, stickers, earrings, and cute hair claws.

Faire makes it really easy to experiment because many brands have low first-order minimums, plus free returns for 60 days on your first order with each brand.

I’ve also written blog posts sharing the exact products that are selling in my clinic right now, so I’ll link those in the show notes along with my Faire link.

And if you’re new to Faire, use code AMS10 for 10% off your first order over $400. You absolutely don’t have to spend $400 to get started. Most people start under $100. But that code is there is you need it.

Check out Faire Wholesale here.

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Today I’m talking with Larissa Banting, an accredited publicist who helps entrepreneurs use publicity to build credibility, authority, and visibility online.

One of the biggest concepts we talk about today is how PR is becoming increasingly important as people use AI for search.

Because AI doesn’t just decide that someone is an expert. It has to get that information from somewhere.

It’s looking for signals across the internet that tell it who you are, what you’re an expert in, and whether other credible sources recognize you as an authority.

That means media exposure can do something really important beyond simply putting your practice in front of a new audience.

It can create the third-party credibility signals that help AI understand that you are an expert in your niche, so it can rank you higher and recommend you more often.

In this episode, Larissa shares:

• What these AI credibility signals actually look like
• How PR, podcast interviews, media features, press releases, and YouTube can help establish your expertise online.
• A surprisingly accessible strategy involving press releases
• What actually counts as newsworthy for an acupuncture practice
• Where you can distribute a press release, what it costs, and how often Larissa recommends doing it.
• How to start getting publicity even if you don’t think you’re “expert enough” yet
• What journalists and podcast hosts are actually looking for
• Why you don’t need to have written a book, decades of experience, or a huge practice before you start pitching yourself.

I hope you really take Larissa’s advice and run with it to make your practice easier to find as AI changes the way people search online.

Mentioned in This Episode/Show Notes:

• Larissa's Free AI Audit: Findable or Forgettable
• Website: www.larissabanting.com
• Instagram: @larissa_banting
• Michelle's Marketing Breakthrough Audit

💙 Today's episode is sponsored by Jane, an EMR for health and wellness professionals, and the software that I use at my practice.

Ready to get started? Use code ACUSCHOOL1MO for 1 free month with Jane. Book a free demo here.

Register here for Jane's What’s New This Summer Webinar (free).

💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review.

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.