Target your clients' real concerns — in tough times and good times
Messages that work for your holiday promos
'Tis the time to remind your clients: they need you in this busy season. How can you do this in a way that will get their attention?
You grab people's attention with a message that communicates a solution for their problems or concerns. First ask yourself, which of your clients' concerns can you address directly? Here's a starter list.
- You can give them a break from the buildup of stress.
- You can offer a treatment that actually relieves pain.
- You can give them a time and space where instead of caring for others, they are cared for.
Marketing messages that speak to your clients
Now think for a moment about two or three of your clients — what their lives are like and the things that cause them stress or discomfort. Experiment with marketing messages that speak to those things.
You only need one hook, the right one, in your promo. Avoid speaking in generalities. Get specific. Here are some examples.
Your clients are small business owners or people in administrative positions who work long hours and have many responsibilities.
- "Meetings piling up? No time to exercise? Holidays seem like an extra burden? Take a stress break and boost your energy."
Your clients are parents of young children and are challenged to make time for themselves. Here are two ideas.
- "Revitalize — gain back the energy to bake all those holiday cookies and continue to take care of yourself."
- "Family coming? Kids fighting? Overwhelmed? Take time for yourself this holiday."
Your clients are seniors or people with fibromyalgia whose body aches and pains tend to be worse in the winter.
- "Come in from the cold. Warm up, and get your aches and pains relieved. Then sleep the whole night through."
Or do you have any clients who would respond to these fun messages?
- "Massage can motivate you to...walk off the turkey!"
- "Feel good in your party pumps. Come in for our special holiday feet treat!"
- "Regain the energy you need — to get out there and shop!"
And here's a message that can speak to many right now.
- "Get away from the news. Massage can be your oasis of peace."
Once you have their attention...
Creating your attention-grabbing message is the first step, but it can't stand alone. To have the impact you want, be sure to include:
Next there's your offer or special such as: "Buy three gift certificates, and get the fourth for free." "Present this card for $10 off your next appointment." "Come in before January 2nd and get $10 off." See our August 2008 article for more ideas.
Always include a simple call to action such as: "Call for massage." "Call or visit my website to schedule." "Call for appointment." "Call soon — offer expires December 15, 2009."
And last is your contact information! Highlight your main message, just be sure your name and phone, at the very least, is somewhere on your promo.
Visuals can get people's attention. Check out our clip art for ideas.
A layout for each client group
By the way, it's not expensive to create more than one layout. Say you have four groups of clients with four different sets of concerns. Instead of sending four hundred cards with a generic message, create 4 different, focused messages. You will find you have a much higher response rate (and a higher return on your marketing efforts) when you speak directly to your client's needs.
If cost is a concern, keep in mind that once you create one layout with us, any additional layouts are only half-price. Printing costs and the card price will remain the same so it's something to think about, for sure.
Don't underestimate what you offer
In good times and bad, you can be sure that what you offer is sorely needed. See Eileen's take on this in her Marketing Matters blog, 10 Things My Bodyworkers Do (that doctors do rarely). Look at her blog entry as one client's perspective. Maybe some of your clients think this way. If you like, use ideas from Eileen's list to create a message that appeals to your clients.
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