We live in an angry society. Thereís anger in the home, on the
streets, and in the workplace. So when veteran California therapist
Tony Fiore began looking for a niche market to tap six years ago, he
found that anger management was fertile territory.
Fiore, who has offices in Long Beach and
Orange, CA, wanted to rebuild his practice to attract new clients, but
he was also looking for more passive income streams. And he
wanted to avoid the hassles of insurance claims. He achieved all three
goals by marketing himself as "The Anger Coach," and offering a menu
of services that includes individual counseling, psychoeduca-tion,
plus CDs and books for sale online.
He tells us that 85% of his referrals are
generated through his Web site: www.anger coach.com. However, Fiore
makes a point to say that heís doing therapy, not coaching. For
him, the word "coach" is mostly about finding a non-stigmatizing way
to approach his clients.
His marketing efforts are focused entirely
on the Web. "I find that print advertising is worthless for this." One
tool that brings in clients is his e-newsletter, The Anger Bee,
which goes out quarterly to about 1,000 clients, former
clients, and others whoíve signed up for it.
Another solid approach, he says, is
writing articles for e-zines--Web-based publications on anger or
other mental health issues. He makes no money on the articles
themselves. Itís about the advertising benefit. His Web address
is tagged to each piece.
He also has a series of anger management
videos on YouTube. "Thatís another good advertising technique." "I
learned how to do this stuff myself, although I have a guy who
helps me with some of the technical aspects." (See www.youtube.com/user/drtonyfiore.)
Fiore draws a few court-ordered anger
cases, but says thatís not a prime referral source for him. "Itís
usually what I call Ďwife-ordered,í or Ďhusband-ordered.í Thatís
the biggest category. The second biggest is companies that order
employees into a program. A manager loses his temper with an employee,
"We have doctors whoíve lost their
temper with people on staff...Every-one has their own individual
reason. It might be that the Department of Family Services orders
anger management before someone can see their kids."
But note that Fiore does not do domestic
violence cases. (For info on that sub-niche, see the boxes, above.)
Fiore doesnít see many road rage cases, either. "The courts arenít
ordering people to do it as much anymore." (Thatís something weíve
heard from several anger specialists recently.)
Beyond individual therapy, Fioreís tackling
this niche with psycho-educational classes. These draw 5-15 people for
a 10-week program, one hour per week. Attendees pay $65 to enroll, $30
for a workbook, and $35 for each class. Thatís $445 altogether.
(Fioreís hired a second therapist to help with the classes.) And
recently, he added a "fast-track class," that runs for four hours on
two consectuive Saturdays. The total cost for that is $375.
A final menu item for Fiore is a 10-hour
online anger management program--for $195. Taking that course is a
prerequisite for a second online program aimed exclusively at
teachers and other educators--a $215 course that helps them deal
with angry students.
"Iím trying to develop more passive income
sources," he says. "When I started, I was also looking for
non-insurance income, and this is all cash. Thatís important now.
"And thereís a tremendous need for these
service," Fiore concludes. "There arenít enough people who do this
kind of work."
Alongside his anger management niche, Fiore
has a general practice treating anxiety and depression, along with
couples counseling. Altogether, heís seeing 20-25 clients per week.
You can contact Tony Fiore at 381 S. Carole Ln., Orange, CA 92869,