Part Two Continued from last week….
Last week I disclosed a few hard truths about mailing lists and massage therapy. Actually, when I say “hard” truths, they’re not really hard, they’re just honest. And because I dedicate most of my waking life to bringing Massage Therapist the truth about how to get clients successfully I am going to reveal a few things you need to know in this article.
Just before I go on and tell you some secrets that this industry should make available as common knowledge, let me say that you’ll never get any rubbish from me about marketing. I’ve been doing massage too long and coached far too many massage therapists to speak “fluff”. I give it to you straight. And I know you’re in a hurry to get clients, so let’s not stuff around…
To recap, because I know you might have forgotten some of last weeks article because you have a life and are busy, I’ll remind you of what I was talking about. Now pay attention because this is excellent stuff and you don’t want to miss it. I want you to read is closely and get the underlining lesson, or message, or whatever you want to call it.
Last week I discuss mailing lists and if they would work for you marketing your practice, remember? I listed a whole lot of scenarios about what type of people you could go for….people who have money….people who have money how buy health products and stuff…people who have brought these products and services just recently and whether this would be a good way to get business.
Then I said it was all “okay”, and some of those options would be better than not doing anything, but there is an almost guaranteed way of building your practice. There is, in fact, one really keen group of people who will probably take action more so than the other groups will. You’re probably wondering “what group of people?”
Your own clients!!
Okay here’s the part where, if you get this message, you’ll make it, and if you don’t then go back to that job.
I’ll now teach you this message. Take notes of you like, write this stuff down.
You see you know one major important thing about the people that have already treated in your clinic. That is they all have actively sought massage, paid for it and will have it again. To market to them again, you must make sure that they are happy clients, not ones that didn’t like your massage.
Even if you’ve heard this before I want you to understand the principles of why this is so important because if I had a dollar for every Massage Therapist who missed this, I’d be sitting on an island somewhere with my husband admiring the view.
Now what you have read was designed to give you a good ole refreshed on the things that make lists more responsive to your massage than others. Keeping that in mind, we can safely come to the conclusion that there are pretty much three guiding factors we can depend on when choosing the direct marketing approach to our massage businesses.
Let’s take a brief look at what these guiding factors are:
Recent massage: We understand now that the more recent a person has had massage or other forms of bodywork treatment (such as physical therapy), the more responsive and positive they will be to our massage. There’s nothing like getting them interested when they’re in the frame of mind already.
Your current or recent clients are the best ones to contact to take up your offer- whatever it is you are offering. You see they’ve just had massage, not to long ago, and are still in the frame of mind of having treatment. This is what I mean by “recent.”
What if you have no clients, and have no list if people to market to?
If you have no clients, then don’t panic. You can still use a mailing list to get new clients and kick start your massage business off to a roaring start.
You can still use a mailing list if you have no clients yet, but make sure they have had bodywork treatments recently (the closer the treatment is to massage the better).
How often someone’s has massage and bodywork treatments is so important. This is frequency. The more often a person pays for massage and/ or body work treatments, the more desire they have for that service. It just makes sense. If you are offering a deep tissue massage therapy treatment you might just find a lost of people who have gone to Osteopaths, Physical Therapists, Chiropractors etc, to have deeper work done on their muscles. After all people who go to a Chiropractor don’t go for total body relaxation do they? They go because they have pain and discomfort that they want gone. So if you do deep tissue massage that offers the same thing then they’re likely to say yes to your massage. See where I am going? After all having your back “cracked” isn’t relaxation; people have it done for relief, not relaxation.
How much money people spend on bodywork is a factor worth significant consideration. If people on that particular list you are considering have just recently spent $100 on bodywork treatments in the past 30 days, you’re going to get them far more interested in your $60 massage far more than if you targeted a list of people who spent $100 over the past five years. Or if they spent $25 on bodywork treatments.
You might be thinking, who on earth charges twenty five bucks for bodywork? Students do during their courses. I know of some people that thought going to the student clinic at the Southern School of Natural Therapies where I trained and paying $15 for half hour was better than going to a professional therapist and paying $30 for half an hour treatment. I don’t mean relaxation massage either, I mean the hard stuff.
Now, those people will not go out and spend $60 or $70 on a professional massage treatment. You see where I am going? So why market to them? You’re much better off marketing to the group who’s recently spent $100 on bodywork and preferably does it regularly.
People will always pay for what they desire.
These three guidelines are really the only place to start. It’s about getting specific. Being too general will cost you too much wasted time and wasted money. Get specific, hone down your type of client and you’ll get better results.
Okay so end of part two.
Next week I’ll go into depth about marketing your massage business and the dirty truth about advertising in the newspaper.
Oh, and just a side note, before I go, I’m finally getting into the 21st Century. I’m going “video.” That means I’ve just bought some pretty great video software which allows me to talk to you via video. I don’t have a camera yet, but I can still do a presentation. So check the blog for updates on this. I’ll be giving away top marketing tips for free.
See you then!