| I've been a bodyworker for almost 8 years. I | | | | Before I get to that, I want to say one thing that |
| started massage school in the fall of 2002 and | | | | I have learned. And that is, that typical marketing |
| graduated in June of 2003. School was what you | | | | methods do not work for massage because |
| would expect for a massage program; Anatomy | | | | massage is not a typical service. Massage |
| & Physiology, Myology, Pathology, Technique, | | | | marketing has to be different. There is a |
| Ethics, and Business were just part of my | | | | therapeutic relationship involved and we need to |
| 9-month program. I learned a lot, and I grew as a | | | | take that into consideration. This ties in directly |
| person. But how well did it prepare me to grow a | | | | with what I believe to be the marketing strategy |
| successful massage therapy business? | | | | that makes most sense for massage therapists |
| I left school with a business plan in hand and an | | | | and other bodyworkers... |
| office space all set up to see clients. I just needed | | | | Relationship Marketing. |
| to get my license (a short one week process at | | | | What's the number one way most therapists say |
| that time) and some clients. So, I turned to my | | | | they get clients? Word of mouth referrals. If you |
| business plan and put my marketing plan into | | | | can build a solid relationship with your clients, they |
| action. | | | | will become referral machines. Seriously. If you |
| I printed my business cards, gift certificates, | | | | have a strong relationship with your clients and |
| flyers and posters. I carried my flyers with me | | | | someone asks one of them who they |
| everywhere I went and never missed the | | | | recommend for massage or bodywork, who do |
| opportunity to place one on a bulletin board or | | | | you think they will say? You, of course! |
| post one in a window. I was offering new client | | | | It sounds simple and it truly is simple. |
| specials at a ridiculously low price for this area. I | | | | The relationship in the office is practically a |
| networked to friends and family sending emails | | | | no-brainer. You should have a great intake with |
| and letters with business cards offering this | | | | the client, listen to his/her needs, and provide a |
| introductory rate to them and their friends. | | | | session that meets his/her goals. Your customer |
| Sometime around July that same year, I began | | | | service should be top notch without being over |
| my online efforts. I purchased a great domain | | | | the top or fake. You should be a great listener. |
| name and built myself a very nice website | | | | But what happens after they leave? How do you |
| considering I had never done any web work prior | | | | continue to build the relationship? Are you ready |
| to this. The website made it to the top of the | | | | for this? |
| search engine pages. Perfect. All I had to do was | | | | Greeting cards. I kid you not. |
| wait for people to contact me, right? After all I | | | | Clients get greeting cards from me all the time. |
| was at the top of the page! | | | | They are never forced. I never send one if I |
| I continued to work a part time job at this point | | | | don't mean what I am saying inside the card. But |
| to help supplement my income. If I saw 4 clients | | | | I do use them. The power of a heartfelt, |
| in a week I was excited. All my marketing | | | | unexpected greeting card is amazing. Clients talk |
| efforts, all my time and money... for 4 clients per | | | | about this level of detail. They post the cards on |
| week. Don't get me wrong, I was very thankful | | | | their refrigerators. They tell others about them. |
| for those 4 clients. But after a year of this, I was | | | | This is powerful stuff. What kinds of cards do I |
| getting worn down. My business plan did not say it | | | | send? |
| was going to be this tough. So, I made the | | | | After the first session, the client will receive a |
| decision to leave private practice and was offered | | | | thank you card. Then, throughout the year, they |
| a job managing a local spa. (I had 11 years or | | | | will receive a birthday card, a client appreciation |
| previous management experience.) | | | | card, thanks for the referral card, and maybe one |
| I spent two years at the spa. I had a great | | | | or two other seasonal cards or sometimes a |
| arrangement where I could still see clients but I | | | | funny holiday card, like National Watermelon Day |
| didn't have to do my own marketing. Plus, it | | | | (which is August 3 if you need to mark your |
| meant I could leave my part time job. However, | | | | calendars). There are so many reasons to send |
| it still wasn't the vision I had of working for | | | | cards, but here is the catch. |
| myself. | | | | I mentioned it briefly before. They have to be |
| I worked at the spa for 2 years. During which | | | | genuine, heartfelt cards. NOT marketing cards. |
| time I was discovering my passion: CranioSacral | | | | These cards are not to talk about your monthly |
| Therapy. I was training through the Upledger | | | | special or offer discounts or do any kind of |
| Institute; I became a teaching assistant and was | | | | promotion. If that is the point of the card, they |
| on the path to certification. But the more in depth | | | | will be treated like all the other junk mail and the |
| I got with my training the more I realized I had to | | | | value is lost. They must truly come from a place |
| go back into private practice to fully come into | | | | of appreciation. That is what builds the relationship. |
| my own. | | | | And when you have that relationship, your clients |
| In October 2006, I went back into private | | | | will talk about you to all their friends. They will |
| practice. This time I had some clients that | | | | become the best form of marketing anyone |
| followed me from the spa. But I knew I would | | | | could ask for: walking, talking testimonials. |
| have to start marketing again in order to grow | | | | So where is my business now? I have been back |
| my practice. So, I went online to research | | | | in private practice for almost 3.5 years. I am |
| massage marketing tips and strategies. And that's | | | | Upledger Certified in CranioSacral Therapy. I have |
| when I came across an upcoming webinar for | | | | clients who have been with me for over 5 years. |
| massage therapists on how to create a referral | | | | I am booking 3 to 4 weeks ahead depending on |
| based business. It was a free webinar, so I | | | | the time of year. I send out 30+ cards per |
| thought, 'Why not?' I had no idea that it would be | | | | month and I look forward to that number getting |
| the marketing technique I would use the most | | | | larger each month. |
| with the most success. | | | | Pretty powerful for a simple little card, huh? |