One of the folks I was talking to made me feel especially optimistic … and proud (there’s going to be a little back-patting here, but just a little). She said I could share her marketing experience with you.

Krissy is down in the Ft Worth,TX, area. She rented one of those reader boards with a black background and yellow lights.

She programmed it with “these really long messages about the benefits of massage” and set it out in front of her office. It was up for a couple weeks and did not generate one phone call. Around this time (here’s where the back-patting comes in) she read one of our articles about how simplicity in your message sells.

She changed her sign to read “Neck and Shoulder Specialist” with her phone number.

That’s it.

She got two phone calls that morning.

Nice going, Krissy. And thank you for telling us.

A person could make a case for how passing drivers don’t have time to read an entire sentence; so shorter is better in a roadside sign.

My riposte is that the duration of a driver’s glance is the same amount of time someone initially spends glancing at your business card or postcard offer. If the message is for them, they’ll slow down and look again.

And there is the added bonus of having a targeted message: the people you are trying to target are the most likely to respond. You want only neck and shoulder clients? That’s what you put on your signs, cards, sky writing. Ya know.

So there you have it. Brevity sells.

All my best,
Eileen

Maybe flabbergasting?

I had breakfast* with my friend, former housemate and current customer last weekend. A year ago she moved her practice from one town to another.

In preparation for the move, she got 200 “I’m Moving” postcards with a message printed on the back.

While we were discussing her severe client fall-off over the past year it came to light that … DUMdum dum dummmm … she had only mailed out three of the 200 postcards.

To which I said, “AAAaaiiigh!”

Because I love and respect my friend (and because she owes me some bodywork) the AAAaaiiigh was an internal one.

On further —gentle — inquiry I found that my friend was really concerned about “bothering” her clients. She truly saw the postcard as an invasion of her clients’ space.

Knowing her as I do, I can see her point. She is a private woman and doesn’t appreciate intrusion. HOWEVER, isn’t NOT telling your clients that you’ve moved bad customer service?

Customer service is caring for your customer.
It is a sign of respect. It’s also a sign of professionalism.

Telling your clients important things is good customer service. They should be told about rate changes, different hours and days, and when you move to a completely new town.

Marketing is an extension of good customer service.
Your clients should know that you have gift certificates. Your clients should be reminded to take care of themselves. Your clients should know that you can help them.

Your clients should know that you are thinking of them.

If they say it’s okay, then it’s okay.
When you do your intake, tell clients that you send out notices of changes. Ask if that’s okay. Tell clients that you send out notices/reminders when you are doing a special or have a new skill to offer or have found a useful article. Ask if that’s okay.

Imagine, if you will …
A woman slogs through day after day in a cheerless cubicle. Pestered by gradually increasing pain, she slumps and curls inward over a period of months. She’s cranky and her friends start to avoid her. Life becomes bleak and cheerless. She slides into an end-of-day ritual of four Zimas and Maury Povich on the DVR.

Horrifying! If only she had known what you could do for her.

More shocking is the story of the husband who wasn’t reminded you had gift certificates. He bought his wife snow boots and a vacuum cleaner for Christmas.

DUMdum dum dummm ….

All my best,
Eileen

*I love breakfast. I will listen to your entire life story if there is a strawberry waffle in it for me.

As I said in the last entry, you need to know whom you’re talking to. Once you know whom you’re talking to, you know what to talk about.

And when you know whom you’re talking to, you’ll know where to find them.

Yes. It will take more time and effort than just writing a check to your local paper. It will also attract the kind of clients you want to work with.

When you run a general ad in a general publication — local newspaper, Val-Pak, Yellow Pages, Google key word “Olympia” — you’re going to get lost in the shuffle. It’s better to focus your money and efforts on the specific group of clients you are looking for.

(For those of you who create superb, well-crafted text with engaging designs, I’m not talking to you. You know the drill.)

In the brainstorming/massage marketing consultations I’ve been doing these past couple weeks, we’ve spent a chunk of time exploring where you can go to find your ideal clients. Here’s a rough list from my consultation notes:

Pregnancy Massage (Pre and Post)
Find the doulas, midwives and pre-natal yoga teachers.
Ask what it would take for them to recommend you to their clients.
Do they have mailing lists? Will they be willing to mention/recommend you in their mailings?
Do they or their group have newsletters? Will they sell you space for an ad? Can you contribute an article?

Are there any parenting classes at the local hospital or community college? Usually these classes have lots of informational/self-care handouts. Can you contribute one?

Find the dads-to-be. The dads need some way to help. (By the bye, dads need very specific instructions. They are very afraid of messing up. I know this.) See if you can do a foot massage how-to at a parenting class or whatever.

Where do the grandmas shop? We have two baby goods resale shops in Olympia. They are grandma magnets. I would go there and make nice to the owners.

Sports Massage
Gyms have mailings lists. Can you buy space for an ad in them?

There are running clubs, soccer clubs, sports teams administrated by cities and counties. They have meetings and mailings and on-line groups. They have scheduled competitions. They need volunteers. Go out and meet these people.

Where do athletes go after a game? Go. Feeling brave? Ask the owner if you can set up your chair. Or your table.

(A side bar: My friend used to work at a sports bar in DC. The ex-pat rugby players hung out there because the owner let them bring their dogs. When my friend got off shift, she massaged the dogs. The dogs went into bliss position. The owners looked thoughtfully at their dogs. She handed them her card. This is not something most MT’s would do, but it worked for her.)

Active Seniors
Again, there are clubs. With meetings. Go check out the community centers and the senior centers. Go check out the Hispanic Women’s club down the block. Go ask at the golf course if there are any groups that meet regularly. Fishing clubs, dog walkers, yoga studios, political meetings. Go.

Elders/Frail
For these folks, I would look for their family members. Especially the family members that live far away. Speaking personally, I fervently I wish I could find an experienced reflexologist in the Perrysburg, OH, area to go to The Home and work on my grandmother and great aunt. Surely when someone goes into a home, his or her family gets some sort of information package. See if you can’t be a part of that.

For those that are still independent, ask around at churches. VFW. Granges. Again, at community centers and senior centers.

Who else? I’ve got a million of ‘em. Come on, throw some more at me. I’m ready. (*puff* *puff* *snort*)

All my best,
Eileen

PS: For anyone wondering — or caring — about all the whom-ing at the beginning of this entry, it’s inresponse to my dad giving me endless grief about yesterday’s entry’s headline. I know it’s grammatically incorrect, but that’s how people talk. You can’t go around whom-ing people in headlines. I’m 40 years old. I can do what I want.

Even before you get started on any sort of postcard, email, letter, business card — any sort — you need to know who you’re talking to.

Whenever I do a massage marketing consultation or brainstorming with one of our customers (you), my second question is, “Who is your ideal client?”

Usually your first answer is something along the lines of:
… Cash paying client, disposable income financially sound single persons, or dual income family, health and wellness minded, self care oriented …

… Female, 35-65 years old, Ethnically Diverse, $45,000 plus annual income, No children OR Independent Adult Children, Degree’d with BA or Higher and/or Business Owner …

… I would prefer a mix of clientele. I also like having the long term relationships with clients who use massage for health maintenance or prevention …

Those are good answers. They are a good beginning. But you have to get more specific.

So my next request usually is something along the lines of, “Describe your favorite client.” or “Tell me what your favorite modalities are.” or “What malady do you prefer to work with?”

The type of answer I’m looking for is:
… has a active lifestyle and uses massage as a way to stay healthy and on top of their game/sport …

… someone who works in an office and gets sore from working at a desk/computer all day and could use a quick massage every now and then to have a relief from that pain …

… someone who is suffering from upper body tension, stress, over work.  So desk jockeys, people who do repetitive actions with arms, hands, upper body (eg: carpenters).  But people who have the wherewithal and the initiative [knowing] this is not a one time fix.  I think my best work is with this part of the body …

When you know who you’re talking to, you know what to talk about.
In your practice you may find you have 3 (4, 5, 6 …) distinct groups of clients. Your lower back clients won’t react as readily to an message about upper body tension. Your pregnancy clients would be wary of a Thai massage offer. Stay at home moms may not care about your desk stretches email.

Send different message to different clients.
Does this mean you have to write three different messages in order to prompt clients to come back for a session? Yes.

Would that extra work pay off? Well, you tell me.
Imagine, if you will, that you are a massage therapist with two-three years experience. Your work focuses on joint issues. Most of your clients are heavy. Are you there? Can you “be” that therapist? Okay.

A fresh, new Val-Pak has arrived today. You open it up (because you never know, could be something good) and the first coupon to catch your eye reads: “Total relaxation for a great price! $20 off your first one hour session!”

Hmm… you say, and set it aside.

The second eye-catcher reads “Save strain on your hands! Relieve soreness in your forearms, wrists and thumbs. Give me a call at 555-1234 and we’ll get you back to your full schedule.”

Who would you call first?

Yeah. Because they are talking to you about things that are important to you. This is what you need to think about when you communicate with your clients.

All my best,
Eileen

That’s what I’ve learned after talking to a slew of you during the free 20 minute massage marketing consultations this week.

So here we go. Five cheerleader-y things for you.

1. You Are Absolutely Worth It.
You have studied. You have done your work. You have made the commitment. You — and your profession — deserve to be taken seriously. Yes. You really do.

So many massage therapists, estheticians, energy workers, etc. that I talked to are giving their services away in far too many fundraisers. Or are afraid of raising their rates. Or most of their clients respond only when a deep discount is offered.

When you diminish your “perceived value,” you diminish your Self.

Cheerleading practice: Go to the mirror right now, look yourself in the eye and say, “My rates are [$65] an hour.” Say it thirty seven times. Smile, be pleasant, be confident.

2. Your Clients Want to Know What’s Going on.
Your clients should know if you are moving and where to. Your clients would like to be reminded that you have gift certificates available. Your clients want to know that you’ve just completed a new CEU on neck and shoulder work.

Telling your client what’s going on in your practice is simply good customer service. It’s good for them (you are thinking of them and acting for them) and it’s good for you (you are reminding them that you exist and prompting them to book a session). It is not an intrusion.

Cheerleading practice: Make a list of all the notable events in your practice this last year — classes you’ve taken, changes you’ve made, articles you’ve found that would be helpful to your clients. Each item on this list was a reason for you to contact your clients. Look ahead to the New Year. What’s on the horizon? Plan to contact your clients with your “news.”

3. You Are an Authority.
Just because I’m vaguely aware of how my knee bone connects to my shin bone doesn’t mean I can make my leg work better. That’s your job. I trust you. That’s why I go to you. You are an authority on me at the very least.

Cheerleading practice: Next time you’re at a stoplight, look at the person in the car next to you and think about you could do to loosen up that person’s shoulder. Or neck. Or emotions. Whatever. You could do it, couldn’t you? Odds are no one in the cars around you could. There. You are an authority. (This doesn’t mean you’re superior, it just means you’re the local authority on necks, etc.)

4. Of Course You Could.
You could teach a class. You could write an article. Either one of those things would be a great way to stand out from other therapists in your area.

The problem is that you are nervous about being on public display AND/OR you don’t feel like you have “enough experience,” that you “don’t have a right to be there.”

My dears, again, you have studied. You have done your work. You have made the commitment. You have what it takes.

Cheerleading practice: Examine your daily lives and find the place where you are the authority figure. Some people I talked to are moms who successfully practice positive discipline. Some are yoga teachers. Some have been school teachers. One (I love this one) was a barista and got personal satisfaction from selling more pastries than any other barista in the shop.

You all have been in a position where you direct other people’s movements and decisions. Bring that attitude with you when you are speaking or writing for the public.

Sidebar: One great exercise I did with a friend was to videotape her when she was talking to a client one-on-one. She was clearly in her comfort zone. We studied the tape and picked out certain physical postures she adopted when she was making an authoritative point. She consciously adopted those postures when she practiced to speak in public. When she put her body in the authority zone, her brain was more inclined to follow along. It worked for her. Think about it.

5. You Are More Than “Just A …”
When someone asks what you do, do you say, “Oh, I’m just a [massage therapist]“?

AAAIGH! NO! You are not “just a …”

The only time I want to here “just” in your self-description is when you say, “I help relieve allergy symptoms for just $65 a session.”

Listen folks, most people I’ve been talking to in the consulting sessions are obviously talented and committed. They lack confidence in themselves and, therefore, in their work.

When you have just a little confidence in your position, you will make just a little headway.

When you translate the belief you have in your work into clear communication with your clients and potential clients, you’re on the path to a more successful practice.

In Conclusion …
Surely there are more cheerleader-y things that you would like to add. Add ‘em in the comments box. I can’t wait to see what you have to say.

All my best,
Eileen

This Monday and Tuesday were the first two days of the free 20 minute massage / bodywork consultations I first offered about a month back.

The massage therapists, reflexologists, estheticians and reiki practitioners I talked to have tons of talent and a lot to offer.  All we did was brainstorm ways enhance their existing tools and strategies to help increase their visibility and their bottom line.

Since next week’s times are all filled up, we’ve decided to extend our offer for Tuesdays, Oct 27, Nov 3 and Nov 10.

Give a call 9-5 PST, Monday through Friday and reserve a 20 minute time that’s good for you. 800-754-9790

In the next couple weeks I’ll be writing about what we covered in the consultation sessions. There’s some good stuff so check back in.

All my best,
Eileen

Here’s what Brenda has to say:

I have been a massage therapist in KY for about 8 months and have a good job at a Day Spa here. I am moving to another city and just went to 2 interviews at the different Aveda salon and spas. My questions follow:

1. It’s a smaller business which is established in their hair and nail offered me the better commission. The only con at this place is that they have never had massage therapist before so they are planning to put a massage room at the basement in a small corner and no warranty how many massages I would get per week. They said tipping is usually good but no hourly pay.

2. The bigger business is good and very professional but they don’t pay commission, just $15 an hour. I have to sell the products without any commission and give complimentary hand, head and shoulder massage to the customers there. No tipping!

Where would be the place for me to work when I move to the new city?

My response:
Wow, there are a lot of elements to weigh here. So I have a lot of questions. Ready?

Here are my questions about the first place:
Will they market for you? How?
If they market for the business as a whole, how often do they do mailings/ads/flyers/etc?
If they do market, will they let you have some input on copy relating to your practice?

If they expect you to do your own marketing for your massage practice, do they offer any sort of office support (copying, posting, printing?)
Speaking of office support, are they supplying someone to do receptionist work for you?
Do they expect you to do walk-ins? How do you feel about that?

Do you like the basement room? Does it feel like a basement — damp, mildewy, mousey? If you feel like it’s something out of a Grimm’s fairytale? If so, don’t accept.

If you don’t like the space itself, you’ll spend the whole time apologizing to clients and feeling vaguely demeaned. That’s not a good way to introduce yourself to your new town.

If you do accept the first place, be prepared to do a lot of work to create a clientele. You can not sit around hoping one of the stylists will send someone your way.

Are you prepared to do a lot of marketing work to build your massage practice and your professional reputation?

If the space will work, AND you like the answers you give to my questions, then I’d go for the first place.

On the other hand, if the second place appeals to you, I’d ask these questions:
Can you live on $15/hour?
Will you be able/allowed to attract clients that will come with you when you move to a better place?
Are there any other perks other than a guaranteed hourly wage? Anything that would add to your professional/career development?
Why did the person previously in that position leave and how long were they there?

My final thoughts (for now):
I think if you are committed to building a career in massage therapy, neither of these places will keep you long.

If you weigh both places and they come up even in your mind, chose the one that will allow you the most professional opportunities. By that I mean, chose the one that will introduce you to the most prospective clients and give you the most opportunities to learn about running a business.

Invitation:
Brenda’s colleagues! What do you think?

You discover how to adjust the recipe to your tastes and how to make room for the desires of others. If your dad needs walnuts in his batch (blech!) you can make that happen. There are a myriad of chocolate chip cookie variations out there but they are all from the same basic recipe. There is no sense in messing with a proven winner.

Here’s the basic recipe (and proven winner) for a promotional message on a postcard:

1. Attention grabbing headline
2. What you are promoting
3. Call to action

That’s it. Simple, direct, intriguing. Here. Have a taste:

1. Healthy, Economical and You Don’t Have to Wrap It!
2. Gift certificate packages for the holidays.
3. Call or visit my website before October 31st, 2009, for
 more information.

Or …

1. More Time. More Money. More Sanity.
2. Gift certificate packages available now.
3. Call or visit my website for more information.

Or …

1. We Can Take Care of This Right Now.
2. One call or email from you gives your friends and family a healthy, luxurious experience.
3. Call or visit my website for more on gift certificate packages.

See? Variations on a recipe. They all promote gift certificate packages and all provide a solution for time and convenience.

But not every message is suitable for every client. Adjusting the recipe to fit your clients’ taste is where your knowledge, intuition and care — your art — comes in.

Diana and I have written a slew of articles on simple ways to reach out to specific clients. When you visit our site, slide on over to the right side and click on our smiling faces. You’ll find lots of other ways to sweeten your practice and keep things cooking.

All my best,
Eileen

This article also runs in our Winter flyer. Keep an eye peeled on your mailbox for it. If you’re not on our mailing list, you can request a sample.

With the blessing of My Lady Boss, I am offering you a free, 20 minute brainstorming, brain-picking session.

It’s simple. Call. Make an appointment. Let’s talk about what you’ve got planned for the rest of the year … and beyond.

No one is going to try to make you buy anything. No one is going to try to convert you to Natural Touch Marketing-ism. No one requires your undying devotion. But it would be nice.

800-754-9790, Monday — Friday, 8 — 5 PST.

How We Got Here
A year ago I had an interesting talk with Sandra who got me thinking. She feels that perpetual discounts devalue massage therapists’ and bodyworkers’ profession.

Frankly, I thought Sandra was a few twinkles shy of a full glimmer. I loved those little $5 and $10 discounts. Getting a discount offer always made me book sooner or try a new therapist. But a couple days after talking to her, I realized she was right.

I stopped advocating little discounts and began working with you to find new ways to attract and keep clientele. So far, the best substitutes I’ve seen for discounts are an offer of time (”Extra 15 minutes on your session if you book by Wednesday!”) or value add-on’s (”Finish with a free peppermint foot rub!”).

What Is She Thinking?
You want the opportunity to show people how massage / bodywork can improve their lives. Right?

I want the chance to show you how 20 minutes of concentrated time will improve your business. I want to talk about how you are going to increase your gift certificate sales this season. I want to help you plan how you are going to reach out to your clients more effectively from now on.

And I want to pick your brains.

So call. Talk to customer service. Set up a time.

Right now we’ve got October 12, 13, 19 and 20 open.

If there’s not a good time open for you, tell us what would work. We’ll make an “overflow” list and see what we can do. I have a Plan B.

800-754-9790

Talk to you soon,
Eileen

As usual, this odd chore got me thinking about you and how you market your massage practice.

There are several ways to go about moving a 1200 pound box. I am firmly in the Find Someone Else to Do It camp. I really don’t care if it’s a locksmith with forklift and trailer or five college kids with a case of beer. It’s 1200 pounds; here, let me write you a check.

But my husband will not make a decision without exploring all angles of the situation.* Matt got on line and found several innovative ways people have moved gun safes. These range from brute force to golf balls to 2″ PVC pipe.

My Point
This is where I started thinking of you and your massage / bodywork marketing. Just like moving a gun safe, marketing takes planning.

You know you want to get the gun safe from Point A to Point B. You also know you can’t just waltz up to a chunk of metal the size of a small elevator and haul it away.

You know you want to go from 50 clients to 200 clients. Or to have clients book more frequently. Or to sell more gift certificate packages. But the perfect concept, wording and campaign isn’t going to spring fully-formed into your brain.

You do know, however, that it can be done.

Now What?
You need to plan how you will get from your goal (Point A) to accomplishing your goal (Point B).

It seems like the simplest thing to do is to find a book or article or program that will tell you exactly what to do. And maybe someone else’s plan would bring you the most success.

But how do you know? Are other people’s plans right for you and your practice?

You have to examine your options. Just as Matt got on line to find other ways to move a gun safe, you need to do more than scratch the surface.

There is a ton of free information out there. Blogs. Articles. On line forums. And don’t confine yourself to information on bodywork practices, branch out. See what other businesses are doing that wiggles your antennae.

Pick what you like from here and there. Mix and match. Find what speaks most clearly to your practice and your goals.

Take notes. Bookmark. Ask questions.

Then make a plan.

You don’t need to feel befuddled. Make a list. Break down your process into manageable steps. Soon you will have “moved the gun safe” with all fingers and toes intact.

By the Way
After calling around, we found a fellow whose retirement business is moving safes. That’s all he does. He’s got all the equipment and experience and time. $200. It got done right, safely, and we saved a two days and tooth enamel.

All my best,
Eileen

*We have an agreement, Matt and I: If it’s counter tops or cars or a new tree, he can research and consider for years. If the toilet cracks, we’re getting a new one today.