Marketing Massage to Men
Just the benefits, ma'am
“...men would get a massage more often if they were approached in the manner that massage is part of treatment for specific conditions such as stress reduction or diabetes, and not an indulgence.”
Massage Therapist Pete Whitridge in MTJ, Spring 2008
Should you market your business differently to men than women?
If you want more men in your practice, the answer may be yes. Women are still receiving massage more than men. The good news is that men are getting massage more than they used to. According to the American Massage Therapy Association’s (AMTA) 2007 survey, massage use among men increased 5 percent between 2006 and 2007, with seventeen percent of men receiving massage in 2007.
Why do men get massage?
What motivates men to schedule massage? Since I’m not one, I decided to ask some guys who get massage their reasons. Reducing aches and pains, and recovery from injuries topped the list. They also gave injury prevention, relaxation and stress reduction high marks.
Here's how they answered the question, “Why do you get massage?”.
I got my first massage after a particularly difficult field exercise. I was sore in places I didn't know I could be sore in! Although I don't have any facts to back this up I think it could curb any symptoms of post-traumatic stress disorder many service members get when they return home, and I fully intend to get one.
I get massage if I get injured or something gets really tight, and I can’t work it out myself.
I get regular massage because when I take care of any aches and pains right away they don’t usually turn into something bigger. Massage helps keep me from getting injured, and if I do get injured it gets treated right away.
Number one, I get massage because it’s a great way to deal with stress, and number two, it helps me recover from injuries.
Do men have special concerns?
Two of my interviewees said that not knowing what to expect was a concern before they went in. This may not be particular to men, but for massage therapists it can be easy to forget that a new client is entering an unknown world that can challenge his comfort levels with intimacy. New clients need to know they will be draped, whether they can keep any clothes on, what the therapist needs to know about them, and what they should do during the session. Including client
education brochures such as What is a Massage Like in gift certificate envelopes, or taking the time to explain procedures over the phone when someone books, can greatly relieve new clients’ concerns.
According to the article “Marketing to Men” in Massage & Bodywork August 2004, relieving the concerns of a new client extends to the moment you meet your new male client for the first time. “A firm handshake, a professional uniform, and clear communication in a friendly, nonsexual way will reinforce a sense of safety for the man, and he’ll be more likely to return for a second appointment.”
How to get guys into your practice?
So how did the guys I interviewed take the plunge and actually schedule that first massage? And what does that tell us about getting more men into your practice?
As you may have guessed, it was their wives or partners that convinced these interviewees to try massage. Their partners have experienced the benefits and pleasures of massage and wanted to have the men they love give it a try, too. Studies also show that women are more likely to research problems and make health care decisions in families. Take note. You can help reach out to men by educating your female clients about how massage is helping them feel better. When they understand more about how and why it works, they can pass that information on when a family member is suffering from stress, an injury or any other condition that massage can help treat. Many massage therapists have found that they also reach men through female clients with discounts on gift certificates and other targeted promotions.
What are some other ways to reach men?
- Chair massage in the workplace or at events is a fantastic, safe
way for men to experience their first massage, clothes on. Give away
free samples at places men go.
- Offer couple's massage. Schedule time in your clinic, gym or spa
for side-by-side treatments, or sell packages that include one-half
hour massage plus time for a jacuzzi or foot treatment, for example,
so partners can trade off.
- Target your message to
men’s concerns! Let your community know what your special contribution is. This doesn’t mean that you advertise the modality you do, at least not primarily. What it does mean is that if you are skilled at helping active, middle-aged people prevent injuries and maintain their bodies, that’s
the message you should put forward. If you focus on relaxation and
stress reduction with all the corresponding benefits of fewer headaches,
reduced tension, and better sleep, then that should be said
on your business cards, flyers, brochures and any other materials
you use. As one of my interviewees said, “Massage works! My muscles are continually tight, so I use massage and yoga to stay loose and more flexible.” He's
stating a benefit (flexibility) that matters to him, and
you can bet he's not the only guy that raves about massage after experiencing
the results.
So keep doing what you do best, helping to relieve pain, reduce stress and increase relaxation. And let men know that you offer these benefits through your education and marketing. Once they come in for massage, experience great results and find they feel safe with you, men may become your most loyal clients.
More Articles:
“Getting Him in the Door,” Massage Therapy Journal, Spring 2008
Insights from successful massage therapists about getting more men into a practice.
“Marketing to Men,” Massage and Bodywork Magazine, August 2004
Helps you examine your intent to work with men and your ability to create safety in order to boost word-of-mouth marketing to men.
“Here's the Rub,” Straight.com
Why more men are getting massage in recent years, and the benefits they are seeking.
If you like these
tips, please pass them on to your friends and colleagues. You may also reprint this article on your website, e-zine, or print newsletter. Please include the following paragraph with a link to our site:
Reprinted
with permission from Natural Touch
Marketing™ for the Healing Arts. Natural Touch Marketing
offers professional tools for nurturing a thriving practice by
building relationships, sharing your knowledge, and showing that
you care. Free resources incude monthly articles, quick tips and
tricks, interviews with successful practitioners and more. Visit
them at www.NaturalTouchMarketing.com. |
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