| Marketing is actually very simple. It involves telling | | | | concentration and productivity. |
| people what you do...over and over and over. The | | | | 5. Your Uniqueness |
| key to successfully marketing your massage | | | | What makes you unique from the other massage |
| therapy business is consistency. | | | | therapists and bodyworkers in your area? What is |
| So, first, let's take a look at the difference | | | | your "signature style"? What do you do |
| between marketing a service and marketing a | | | | differently from your competition? |
| product. | | | | For example: "I do energy healing with people in |
| Products are tangible... you can touch and feel and | | | | hospice who want emotional and physical support |
| see them before you buy. However, when a | | | | through their final life transition." |
| prospective client is considering coming to you for | | | | 6. Choose Your Strategies and Massage Marketing |
| a massage, until they actually work with you they | | | | Tools |
| don't know for sure if you are the right person to | | | | In choosing which marketing strategies to focus |
| help them with their specific situation or challenge. | | | | on it is essential to choose things that you enjoy |
| It is for that reason that the first thing your | | | | doing, otherwise you will find ways to sabotage |
| prospect has to buy is YOU, before they decide | | | | yourself. So if you are terrified of public speaking, |
| to become a regular client or patient. It is | | | | don't pick that (unless you plan on doing some |
| important to remember this in all of your | | | | work in that area). |
| massage marketing endeavors. | | | | Think about your strengths and passions and take |
| Secondly, I would like to talk about the difference | | | | those into account when you are choosing your |
| between advertising and marketing, because all | | | | strategies. This is a time to have fun and get |
| too often when I ask therapists about their | | | | creative! |
| current massage marketing plan, they tell me | | | | Strategies can be divided into a number of key |
| about a classified ad in a local newspaper, or a | | | | areas: |
| display ad in the yellow pages. | | | | Direct follow up and contact (such as sending |
| Advertising is just that...the placement of an ad, | | | | personal letters, making phone calls) |
| whether on the radio, print or web-based, in the | | | | Networking and referral building (such as working |
| hope that a prospect will call you as a result. | | | | with key strategic partners like a Chiropractor) |
| Marketing, on the other hand, is relationship based. | | | | Public speaking (for example, a brown bag lunch |
| It is about building a relationship between you and | | | | talk for busy professionals on stress reduction) |
| your prospective client or patient over time. It is | | | | Writing and publicity (putting a press release in a |
| about building rapport, confidence and trust. | | | | local paper) |
| So let's look at the 9 elements of a simple yet | | | | Promotional events (like chair massage at a |
| effective massage marketing plan. | | | | sporting event) |
| 1. Define Your Goals | | | | Advertising (putting a display ad in the good ol' |
| In order to put an effective marketing plan in | | | | "banana pages") |
| place you first have to ask yourself, where are | | | | 7. Create a Budget. |
| you now, and where do you want to be 6 | | | | Many excellent massage marketing tools are free. |
| months, or one, five, or even ten years from | | | | Instead of money, all that is required is some |
| now. | | | | time, creativity and imagination. But some tools will |
| 2. Measure Your Progress | | | | require that you spend money. It is important to |
| You have to decide how you are going to | | | | decide up front what your massage marketing |
| measure your progress. You could measure: | | | | budget will be and how you will spend it. |
| Your total number of weekly massage sessions. | | | | 8. Develop Your Action Plan |
| The number of new clients or patients that | | | | Your Action Plan involves the specific marketing |
| schedule appointments. | | | | and sales actions you plan to make, for example, |
| The dollar amount actually deposited in your bank | | | | how many calls a day, how many personal letters |
| account. | | | | or invitations a week. Remember, marketing is |
| The dollar amount invoiced to massage clients and | | | | about simple effective things that you do |
| insurance companies. | | | | consistently. It is a good idea to map out your |
| Or some other measurement that you choose. | | | | massage marketing action plan on a calendar, and |
| 3. Who Do You Want to Work With? | | | | commit to it. |
| Who is your target market or ideal client? What | | | | 9. Have a Tracking System |
| are their ages? Are they male, female, or both? | | | | It is important to have a system in place to track |
| How much money do they make? What are their | | | | your efforts as well as your results. Having such a |
| hobbies? What is the biggest challenge or problem | | | | system in place gives you a clear sense of |
| that they face? What are the qualities that your | | | | direction as to where you and your businessare |
| ideal massage client possesses? | | | | going. It also helps you to stay focused and on |
| For Example: I work with female executives | | | | task. |
| between the ages of 28-50, making $60,000.00 | | | | A tracking system also gives you the evidence |
| per year minimum. They enjoy athletic activities, | | | | that what you are doing is actually working. This |
| but want to experience less stress in their life. | | | | will motivate you to stick with it until you reach |
| They are interested and willing to pay for regular | | | | your desired goals. It also lets you know when |
| wellness care. | | | | things are not working so that you can make the |
| 4. What Specifically Are the Benefits That Your | | | | necessary course corrections to get your |
| Massage Services (or products if appropriate) | | | | marketing back on track. |
| Offer? | | | | You may choose to keep a record of: |
| Remember, benefits are different from features. | | | | The exact source of each prospect. |
| Benefits tell the prospective client how your | | | | How many new prospects each massage |
| massage services (and products) are directly | | | | marketing strategy produced. |
| useful to them or how their wellbeing will be | | | | How many of these prospects became regular |
| improved if they come to you for a session. | | | | clients. |
| A feature is a characteristic of your service, like | | | | The actual monetary value that these new clients |
| the number of years you have been in practice, | | | | produced. |
| or the massage techniques and modalities you | | | | Remember to periodically evaluate the results you |
| use. While features are important, people do not | | | | are getting, and make any adjustments to your |
| buy based on features. They buy based on | | | | plan as necessary until you reach and maintain |
| benefits. They want to know "what's in it for me". | | | | your client or patient goal, and the massage |
| A good way to know that you are focusing on | | | | business of your dreams. |
| benefits is to finish the sentence, "You get..." | | | | Adapted from the free 28-page workbook, 8 |
| Examples of Benefits: I help tri-athletes reduce | | | | Steps to an Outrageously Successful Massage |
| risk of injuries, enhance concentration and | | | | Practice. |
| increase flexibility. I work with executives to | | | | Available from the web site below. |
| relieve stress and tension and to increase | | | | |