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|Pink-Spoon Marketing - Page 8|
While Belleruth Naparstek fell into the Multiple Streams of Income for Therapists model, Bill O'Hanlon specifically chose it. He saw the power of Internet technology and recognized that it could be a way to deliver content to people who were searching for information. Excited about this medium, he loved the challenge of creating products and services that would help people and be a "passive-revenue" stream for him. "This allows me to reach a much wider audience than I could have in my clinical practice," he notes.
O'Hanlon, an author of more than 29 books, offers dozens of free and for-fee information via websites, podcasts, blogs, web-based courses, teleclasses, and audio and video programs. "At this point, I don't do any clinical work," he reports, "only writing, speaking, a little phone coaching, and lots of Internet-based stuff: e-books, online courses, digital audio and video, et cetera. I love what I do, and work way less than I used to, so I now have a life instead of just work with a little life on the side."
When visiting his site, www.billohanlon.com, people can get a variety of free items and purchase an array of products as well. For example, a web visitor can buy A Lazy Man's Guide to Success, a $15 e-book. Someone struggling with anxiety or feeling desperate can get Calm Beneath the Waves, a $12 hypnotheapy audio download. He also offers an e-mail membership program called "Change: 101 Email Tips" for $10. Members receive a tip every four days to help them "get off the dime" and make positive changes in their lives. O'Hanlon's in-person contact with clients takes the form of speaking engagements and workshops.
Not everyone chooses to close his or her practice, as Belleruth Naparstek and Bill O'Hanlon did. In 1983, the husband-and-wife team of Ellyn Bader and Peter Pearson opened The Couples Institute in Menlo Park, California. Since then, they've expanded and added additional therapists to their institute, allowing them to serve more people. But over the years, their experience with couples taught them that people want to learn how to improve their relationships in many ways besides sitting in a room with a therapist. Via their website, www.couplesinstitute.com, Bader and Pearson now offer books, audio recordings, and membership programs for therapists and couples, but they continue to see couples in their offices in traditional one-to-one counseling sessions.