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In Practice: The Business of Tarot!
The Business of Tarot
by Bonnie Cehovet |
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This month we are going to take a look at the concept of added value, as well as that of networking with other Tarot professionals. "Added value" means that the client is receiving more for their money than the reading itself. There is something extra that makes them feel that they are getting something "free", without your advertising it as such. I like added value because I am not discounting my services, yet my clients still feel that they are getting more than they paid for. (Discounting services is one way to bring in customers, but you run the risk of your clients, or potential clients, waiting until the discounts show up to come in for a reading. Also, as an individual reader, from time to time I feel that I am cheating myself when I offer a discount.)
One of the first things that I used as added value with my practice was to tape the reading and give it to my client at the end of the session. In this manner I gave them a wonderful tool to help them remember what was said during the reading, what their reaction to it was, as well as what the theme of the reading was. When they review the tape, they have a picture in time of their reading, and can use this picture to form a path from where their life is to where they want it to go.
I also gift my clients with a rose quartz crystal before the reading begins. I keep a small white container on the reading table filled with rose quartz crystals. After my clients are seated, I ask them to pick one or two crystals to hold during the reading. I explain that these crystals will act to ground them during the reading, and will retain the energy of the reading for them. I also let my clients know that the crystals are theirs to keep - a memory of what went on during their reading. I find that many clients are nervous when coming to a reader, and that the crystals calm them down and act as a sort of "worry bead". My crystals are cleared before each reading, and given the intent of acting as healers for my clients. This is a very inexpensive way to add value to your business.
Using the clients birth cards to form a "gateway" into the reading is another version of added value. Using the following formula, each person will have two birth cards, generally considered to be a higher and lower reflection of each other.* (Note: There is one exception, and that is for the birth number one, which will have three cards: numbers one (The Magician), ten (Wheel of Fortune) and nineteen (The Sun).) In determining your Personality cards by this method, add your birth date in the following manner: birth month + birth day + first two digits of the year + second two digits of the year of birth. Using the birth date of December 29th, 1948 we add 12 + 29 + 19 + 48 = 108. We then add 10 + 8 = 18. The number 18 corresponds to the Moon, which is the first birth card for this date. We add 1 + 8 = 9, which corresponds to the Hermit. The Hermit would then be the second birth card for this birth date.
These archetypes form a gateway into each lifetime. It is through the combined archetypal energy of both cards that each person forms their values and takes the actions that manifest their path. Once the cards have been determined, I draw them from a separate deck and place them at the top of the area that will contain the spread that I will be working with. At the end of the reading, I gift the client with a sheet that talks about how each of their two archetypes function in their lives.
Working with affirmations is another venue for added value. Working within the theme of the reading, the reader works together with their client to determine what the client wants to take away from the reading. My next step would be to have my client pick a card from the entire deck that represents where they want to be in their lives. From that card, we work out an affirmation using the strengths of that archetype. Because I always use tapes, my clients have this information on their tape. If taping is not used, then I would either have the client write out the affirmation that we worked out together, or I would write it out for them. (In my case, I would always have the client write out the affirmation, as my handwriting is illegible, often even to me!) Be sure to keep the affirmation in present tense, using a positive tone and the clients given name. To see how affirmations work, check out James Rickleff's affirmations in the World Tarot Network newsletter (www.worldtarotnetwork.com).
Using the body posture of the cards within the reading is also an added value venue. Have your client pick one or more cards from the reading that were difficult for them - either in understanding or in accepting. Ask them if they can find another card in the reading that balances this card out - that shows them the "way out". If there is not, have them go over the remaining cards in the deck and pick one that they feel gives them that balance and "way out". If there is more than one figure on the first card, ask your client to pick the one that gives them the most trouble. Ask them to place themselves in the same exact position as this figure, and then have them talk about how they feel. Then take the second card out, and have them determine which figure, if there is more than one, gives them the best balance for the first card. Ask them to move to a second chair and take the position of the second figure. Take the time to discuss with them how they feel that this second position empowers them. This gives a high note for the end of the reading to both you and your client. I would add one cautionary note here: if this type of work makes you as a reader uncomfortable in any way, or if you simply do not see this as part of the Tarot process, then please do not work with it. Your clients will notice your discomfort, and it will transfer to them. Instead of leaving the reading on a high note, they will feel that they have been given a mixed message, a will have a hard time taking anything positive from the reading with them.
The final added value venue that I am going to talk about here is that of helping your client work out one action that they can take in their lives, based on their reading, that will help move them to where they want to be. You can do this in a strictly verbal fashion (which is fine, if you are taping the session), or you can write it down for them (or have them write it down). If the information is being written down, take the opportunity to give them your professional information along with the action statement. For a strictly professional look, you can use white letterhead paper. If you want to personalize things, place your letterhead on colored paper, perhaps using a symbol that is pertinent to your practice (for me that would be a rose, representing healing and unconditional love). Under that, you can place something close to the following headings:
Date:
Theme of reading:
Issue being acted on:
Action to be taken:
There are many other things that you can do to add value to your readings. The only thing that will limit you is your own imagination!
Networking with other professionals can prove to be a bit difficult, especially if you live in a small town, or in an area that does not have many readers. One of the easiest ways to keep in touch with others from the Tarot world is to join a e-group. In spite of its personal drawbacks, I think one of the best places to do this is through Yahoo Groups (www.yahoogroups.com). There are several good groups there, including Tarot-L (www.yahoogroups.com/group/tarotL),
Comparative Tarot (www.yahoogroups.com/group/comparativetarot),
and Exoteric Tarot (www.yahoogroups.com/group/exoteric_l).
There are many other groups here that are for specific decks, or specific subject matter within the Tarot world, such as working with Tarot spreads. You might even want to start up your own group!
Starting up a Tarot study group is another way of networking with other readers. Small ads placed around town may be all that you need to generate enough interest to bring readers together for a monthly meeting. What you discuss, and how you discuss it, is up to you. New decks, new books, new spreads, the latest Tarot conference - all of these and more are open for discussion!
You may feel comfortable joining a Tarot organization, such as the American Tarot Association (ATA). More information about this group can be found a www.ata-tarot.com. They have a bi-monthly on line newsletter, a quarterly newsletter that was a print newsletter, but is now moving towards becoming an e-newsletter. The difference between the monthly newsletter and the quarterly newsletter, aside from content, is that the quarterly newsletter is for ATA members only.
You may decide to take a local Tarot class, or to become involved in one of the teleclass venues. I offer teleclasses myself (please check the Meta Arts monthly schedule of events), and there are excellent teleclasses offered through the Tarot School (www.tarotschool.com).
You may decide to become certified within a certain Tarot system, such as the one that James Wanless offers for his Voyager Tarot cards. This puts you in touch with other readers that are using the same system that you use, and can give you excellent feedback on what works for them, and what does not. More information on the Voyager system can be found at www.voyagertarot.com.
If at all possible, you may want to attend specific Tarot conferences that are presenting speakers that are interesting to you. At the same time, you will get to meet and network with other Tarot readers. A few of the Tarot conferences that come to mind are:
BATS (Bay Area Tarot Symposium)
October 23rd, 2004
Unitarian Universalist Center (San Francisco)
www.daughtersofdivination.com/events.html
LATS (Los Angeles Tarot Symposium)
October 9th, 2004
Irvine, CA
sponsored by Barbara Rapp
www.crystal-cave.com
The Readers Studio
April 25th - April 27th 2004
offered by The Tarot School and Llewellyn Publications
www.tarotschool.com
This is just a sampling. There are any number of ways to keep in contact with other Tarot readers and professional people. Check Internet sites, sign up for newsletters - see where life takes you!
May your paths be well lit and well traveled.
* This method of determining birthcards was something that I studied under Wald and Ruth Amberstone of The Tarot School. Their Internet site is www.tarotschool.com. They also have a newsletter on Yahoo Groups called Tarot Tips.
Please contact me at Crystalgate@aol.com with any subjects that you would like to see discussed in this column. I want this to be reflective of the needs and concerns of the Tarot community at large.
(c) May 2004
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Bonnie Cehovet,
Tarot Master, and Reiki Master/Teacher.
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Bonnie Cehovet is a Tarot Master, professional Tarot reader and Reiki Master/Teacher.
Bonnie has been reading the Tarot professionally for over ten years. She has served in various capacities with the American Tarot Association, including Secretary and Web Assistant For Links. She is currently Certification Director and Secretary for the American Board For Tarot Certification. Bonnie is also a founding member of the World Tarot Network.
Bonnie has had her work published in the ATA newsletter, in Geraldine Amaral's "Celebrating The Tarot" print newsletter, on the World Tarot Network and other internet sites. She is editor for her own monthly newsletter "Gateway To Tarot" (Yahoo Groups).
www.tarot.thecrystalgate.
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