How one establishes an astrological practice can vary a great deal from person to person. However, there are certain fundamental procedures that are divisible into three general categories: 1) Technology and Consultations, 2) Advertising and Promotion, and 3) Writing, Lecturing, and Teaching. Here are some tips in each of these areas.

Technology and Consultations

1. It is imperative to purchase a good astrological software program, or more than one, for constructing and printing charts. There are many good software programs available¬—Solar Fire, Kepler, Air Software, Matrix, and Time Passages, to name a few. Also, consider getting the AstroDatabank Research Program. It has no peer and is invaluable for looking up chart data on famous individuals. 

2. Print your charts in color. Ink Jets are extraordinarily cheap, and even if you use your color printer for nothing other than to print your charts, it’s worth having one since colored charts are so much more professional and easy to read. You can control the colors you choose for planets, signs, and aspects, which adds subtle nuances of meaning. 

3. Set aside a special place in which to see clients—either an office that you own or rent, or a room in your house. Dedicate this space as much as possible to the business at hand with appropriate art, comfortable chairs, lighting, and so forth. The space in which you conduct your business is the first visual impression that a client has of your competence and professionalism. 

4. Since tapes and tape recorders are old technology, be sure to purchase an MP3 recorder for doing astrological consultations. Provide a CD that has a label with your name, address, and phone number on it. You can also include a single-sheet, double-sided handout that contains information about astrological symbolism, e.g., brief definitions of signs, planets, and houses. This helps clients make sense of their chart after the session and while listening to the recording. Again, include your contact information on the sheet. 

5.  It’s also a good idea to invest in a device that enables you to record consultations with phone clients. You can then send the CD or MP3 file to the client. Devices for phone recording can be purchased from Radio Shack, The Good Guys, and other outlets of this nature. Of course, you can also purchase these products online. 

6. For phone consultations, purchase a head set for a cordless phone so that you can conduct the session hands free. This will enable you to sit in front of your computer and do any additional calculations that might be required during the session, as well as get up and walk around if you need to. 

7. I do not recommend doing blind readings into a recording device. There is no way to do it well, as it’s largely guesswork. You may wow and amaze your client with what you are able to describe about their life and character, but such readings are invariably shallow and comparatively useless compared to what’s possible when dialoging with a client who is actually present for the session.

8. Take notes during and after your consultations with clients. Try to capture the highlights of the session, and record important identifying and historical data, e.g., if their father was alcoholic or their mother died when they five years old. List their predominant concerns and challenges and the essence of your understanding of them. What were the main parts of the chart you covered? Ideally, you should type these notes into a file in your astrological software program that links to the client’s chart. Next time they call you, pull the file and refresh your memory of what they told you and what you told them. 

9. Be sure to have a phone list of therapists, agencies, and 12-step programs for clients that need services that are outside your boundaries of competence. Learn how to make basic diagnoses for such referrals. For example, if you can discern from symptoms and signs that a client is clearly depressed, you can refer them to a therapist that works with depressed clients. Likewise, if a client is alcoholic, refer them to a 12-step program in their area. Marriage therapists are also important resources. People and agencies to which you refer can also become referral sources for you. 

Advertising and Self-Promotion

1. Check out books on the Internet, e.g., www.amazon.com, for marketing and advertising in the helping professions. When it comes to starting a practice, the first step is to find out what the experts say. Not all sections in these books will necessarily relate to building an astrological practice, but you’re bound to learn some things that are relevant and useful. 

2. Unless you are talented in graphic design, hire a professional to create an attractive business card and brochure for your business. Your business card should list your name, credentials (if any), address, phone, email, and website if you have one. Your brochure should list this information as well. Brochures should also provide information about (a) your schooling, training, professional affiliations, and relevant accomplishments such as honors, awards, or books authored; (b) your professional services; (c) fees, scheduling, and location; and (4) the nature and benefits of astrology. Be sure to include a good, professional looking picture, too. 

3. A website is indispensable. It allows people to gain immediate access to your services and to learn more about who you are. Your website should do all of the same things that your brochure does, but in greater detail. Provide examples of your writing and views on astrology. If you have books, tapes, classes, or other astrological services, you can set up an online store that enables customers to make purchases right off your website. See www.aaperry.com for an example. 

4. When describing your services, it’s helpful to present yourself as more than just an astrologer. Get some training or certification in a related field like hypnotherapy, personal coaching, vocational counseling, spiritual counseling, parenting classes, voice dialogue work, addiction studies, dreamwork, or intuition training. You can get training in all these areas without entering a formal degree program. Again, use the Internet to research possibilities. Also, consult your local paper for adult education programs. 

5. Some astrologers have had good results with advertising in their local newspaper. Consider also a poster service with tear-off tags that enable potential clients to tear off your name and number to call for an appointment. Other options include a yellow pages ad with a few bullets listing your specialties. Consider putting display ads in a church directory, bulletin, or newsletter. If your church is a nondenominational type, like “Unity”, they may be open to it. 

6. Whenever possible, network, network, network! Go to social events and pass out your business cards to people you meet. Have a clear intent to let people know about your services. Many people are curious about astrology and would like a reading. They just don’t know any astrologers! Some of these people may become lifelong clients. Memorize a clear, concise statement about your services that you can tell potential clients when the occasion arises. 

7. Build up a network of referral sources that are able to support your practice. Good referral sources are alternative healers (chiropractors, acupuncturists, massage therapist, etc.). Consider also churches and synagogues, professional organizations (PTA, AARP, etc.), businesses you frequent (dentist, waiter/waitress, hair stylist, travel agent, etc.), as well as corporations and large businesses. 

8. After doing a consultation, be sure to provide your client with a few business cards and brochures. Tell them, “If you know of anyone who might like a reading, please let them know about my services.” Don’t be shy about asking people to refer clients to you. Assertion bespeaks confidence, and confidence inspires trust. Much of your client base will be established through word of mouth. 

9. Since you know your client’s birthday, sending them a birthday card with a reminder for a yearly “transit check-up” is a natural thing to do. Make sure you get their email and regular address so you can contact them. Keep good records that allow you to see at a glance those people you’ll need to send birthday cards to on any given month. 

10. Get involved in local and national astrology organizations. Not only does this contribute to the field and help to promote and enhance the image of astrology, it also provides opportunities to network within the field. Eventually you may be asked to give a lecture for one of these organizations, which is a great way to promote your work. 

11. Set up a booth at health fairs. Having a booth at a fair or festival can not only be fun, it also servers to generate new referrals. New age/holistic health fairs are your best bet. Give your clients something to keep that will remind them of their time with you, like a refrigerator magnet with your name and phone number on it. Or give them a tape of a talk you did. 

Writing and Lecturing

1. Whenever possible, contribute an article to an astrological publication. Familiarize yourself with publications that are available in the field, from national magazines to local Newsletters. Be sure to provide your contact information with the article. People who read your article may call for a reading, either in person or over the phone.

2. If you are not confident in your writing abilities, take a class and polish your skills. Being able to write is indispensable for getting known and establishing your expertise. Just as in academia, it’s publish or perish. This is not entirely true, of course, but it you want your reputation and practice to extend beyond your local community, writing articles and/or books is a must. 

3. A wonderful way to bring new clients to your practice is to submit an article to your local newspapers and/or shopper’s magazines. It credentials you as an expert and gives people something of value.

4. It goes without saying that authoring a book is good for your career. Not only does it establish your expert status in a particular branch of astrology, it serves as advertising for your services. Focus on some aspect of astrology that is of special interest to you. Research it thoroughly. Find out what other people have said and become an expert in the topic. Then write the definitive text!

5. Look for opportunities to lecture, either locally or on a broader scale. Preparing to give a talk is a great way to deepen your mastery of a topic. Purchase a book on how to give a good talk – there are dozens of texts on this topic. Join a speaker’s bureau where you’re able to receive training in public speaking. As soon as you’re ready, offer yourself to a local group or bookstore to give a lecture, or advertise one that you can do out of your own home. Don’t wait to get invited. Be proactive. No one is going to know you’re there until you are there. 

6. Once you feel sufficiently competent to teach a class or seminar, do so! Teaching will hone your skills and build your confidence. It will also serve to promote your work and advertise your services. You can offer small local classes out of your home or a friend’s home, or you can teach an adult education class at one of your local schools or community colleges. In many cities there is an organization called “The Learning Annex” that publishes and sponsors seminars on various topic of public interest. Find out how this works and then pursue the opportunity if it exists. 

7. If opportunities don’t exist, then create them! As Goethe said, “Whatever you can do, or dream you can - begin it. Boldness has genius, power and magic in it. Begin it now.”

8. Tape your lectures, seminars, and classes. Not only will this enable you to critique your performance so that you can improve as a speaker, but your tapes may also be marketable. Save the ones you think have the most appeal and sell them on your website. You can also send them to national organizations in order to create opportunities to get invited as a speaker at forthcoming conferences.   

About the Author: Glenn Perry, Ph.D., is a licensed psychotherapist in Haddam Neck, CT. A professional astrologer since 1974, Glenn is the founder and president of The Association for Psychological Astrology and former editor-publisher of The Journal of AstroPsychology. In addition to private practice, Glenn lectures and conducts work¬shops throughout the world on the application of astrology to the fields of counseling and psychotherapy. He has written seven books, serves as qualitative research advisor for ISAR, and is currently president of the Academy of AstroPsychology (AAP), an online school that provides graduate level courses in psychological astrology. Contact: 415.479.5812 or www.aaperry.com.