Stay
Connected with a Massage Client Newsletter
"Studies show that one of the main reasons why customers
stop buying from a particular business is because of a lack of
communication
on the part of the business."
—Joe Love, www.jlmandassociates.com
People want to know how your work can help reduce pain and stress or
make their lives happier. They welcome information relevant to their
health, their daily activities, and their passions. They want something
of value to refer to when they need it.
A massage newsletter is a
natural complement to your business
cards,
flyers and client education brochures. Once you create a newsletter,
you can mail them to clients:
- Send them at least 4 times a year to your mailing list of clients.
- Send them as follow-ups to a first appointment, or include them
in a welcome packet.
- Email them regularly to clients.
- Put them at your front desk or in your waiting room for people to
take with them.
- Ask if you can leave a stack of newsletters in other professional
offices such as naturopaths, acupuncturists and chiropractors. Other
good places are health clubs, spas and salons.
- Hand newsletters out at public
presentations or when you are participating in an event or health fair. Encourage
people who attend events to sign up for a free newsletter “subscription” to
encourage a longer-term relationship.
- Send newsletters with press releases or articles
when you are publicizing
massage events or other community activities.
- Post newsletters on your website.
The most important of these many uses may be giving newsletters to
your established clients. Through regular contact, a good newsletter
will help your clients develop a deeper understanding of the value of
your work. For instance, newsletter articles expand into subjects that
aren’t covered in our brochures, or that brochures don’t
have room for. They offer an opportunity for gift certificate promotionals
that remind your clients that your services make a memorable gift. Good
photos remind your clients what it feels like to relax.
The key word is “regular.” Send newsletters on a fixed
schedule. You’ll probably find that a newsletter leads naturally
to more frequent scheduling and more new client referrals, good for
you and even better for your clients.
How are newsletters different from advertising?
- Aren’t you more likely to at least glance through a newsletter
you find in your mailbox than read an unsolicited ad?
- Readers typically find the information in a professional newsletter
more credible than ads.
- Aren’t you more likely to trust
someone who sends you a newsletter rather than an ad?
- Sending a newsletter helps establish you as an expert and someone
who stands out from the crowd. It will help you take the lead in educating
your community about the benefits of what you do.
- Aren’t you more likely to pass
on a newsletter than an ad?
- A newsletter is very likely to be read
by more than one person. When someone reads the newsletter who isn’t already a client,
the self-care tips, for example, may catch their attention. That person
becomes much more likely to call you when in need.
People get so much benefit from your hands-on work, and feel great
when they walk out of a session. How can newsletters support your work
even further?
- When clients read your newsletter, it gives them another reason
to feel good about you and your work.
- Newsletters give you the opportunity to send a special message,
communicating your philosophy of health care, for example, or sharing
tips that have made a difference for you.
- Newsletters are a gentle and professional way to remind your
clients of the importance of a healthy lifestyle. The healthier their
choices between sessions, the more successful your work with them
will be.
- We all know regular maintenance is better
than putting out fires. Infrequent clients will remember that you
are there. The conversation in their heads may go something like
this: “Oh yeah, that massage
was really great…my back felt better than it had in weeks…I
should just make that call.” They may not consciously think
about the familiarity and trust they already feel for you, but that’s
what you are building on — the great effort you already put
into giving that client the best you have to give.
You can write your own newsletter or buy a newsletter compiled and
designed by someone else. Buying a ready-to-go newsletter will, of
course, save you a lot of time. We
at Natural
Touch Marketing and a few other
companies provide newsletters through the web for massage therapists.
Click here to read about a
few newsletter options.
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