To celebrate our 3rd decade of selling our first brochure, What is a Massage Like?, I want to share my thoughts on that sometimes daunting task — getting your first brochure.

A brochure is a vital marketing piece. When you are ready to invest in one, how do you go about getting what you need?

Make your own
Maybe you’re thinking that you want to start out with a splash by creating your own brochure from scratch. To make a brochure for your massage practice, start by researching these questions:

1. What’s the best way to present the benefits of your work?

• Emphasize the problems you can solve, rather than the techniques you use.

• Consider using testimonials. Personal statements from satisfied clients can make a convincing case.

• Have a colleague, friend or family member read it carefully for language that might be misleading or offensive to a reader.

2. Should you include your menu, rates or directions to your office?

• Think about how often your rates and other facts may change. These may work best on an insert.

3. How do you achieve a professional and attractive appearance?

• If you have a computer and layout software, you can design and layout a brochure on your own. But keep in mind that hiring a graphic designer can make a big difference in the quality of your presentation. If you do hire a graphic artist, be prepared for a considerable investment.

• Proofread several times for typos.

4. What graphics will catch people’s eyes?

• Googling for “free clip art” returns a number of sites that could help with graphics. Check out the free art at Microsoft and Avery.

• If you are working with a graphic designer, ask for their ideas.

5. Printing options

Once you have a brochure design, how can you get it into print?

• Your home printer. To make changes as often as you want, print a few brochures at a time at home. Big office supply stores even sell tri-fold brochure paper. Do take into account the cost of paper and especially ink for making full-color copies.
• Copy stores such as Kinko’s. They can print from paper master or CD, and fold, too. The more you print, the less each brochure costs.
• Online print services like the popular VistaPrint.com. Prices vary widely from $.07 to $1.20 a piece, as does quality. Order small at first to make sure you get the look and feel you want.
• No matter what option you choose for printing, look carefully at the print quality. Check for smearing, feel of the paper, and crispness of the folding.

Ready-made, professional brochures

“Why reinvent the wheel?” is a frequent comment made by bodyworkers who use pre-made professional brochures. They seek a brochure company they trust to provide brochures that are reputable, well-researched and attractive. They simply add their business information to the back for a ready-made professional presentation. Check out our personalization service for examples.

Many find that massage brochures from an independent source also add credibility to their practice. In other words, when you claim that massage can help prevent injuries, improve sleep or reduce stress, there is evidence to back that up.

It’s easy and inexpensive to type up, print and add a single panel insert to a pre-made brochure that states your rates, menu and other business information. When your rates needed to be adjusted, simply replace the insert.

A combination approach

If you have your own brochure, there are still good reasons to use brochures on modalities like Reiki, reflexology or Thai massage where detailed explanations really help. In addition, brochures on conditions like back pain, headaches or fibromyalgia help you reach specific individuals in, say, fibromyalgia support groups, childbirth classes, or your chiropractor’s office.

A massage brochure is something you can hand people that’s more in depth than a massage business card. Think about the impact you want to achieve, and research your options well before committing to a particular type of brochure. You want to be happy with what you get — and where it gets you.

When your schedule is slow, the first thing you think of is giving a discount. While that makes a certain amount of sense, Id like to argue that you should promote your services by adding value to a session rather than a discount.

First off, you’ve set your fee for a reason. And we know your services are worth that fee. What’s more, when you add to your service, it gives you a chance to offer something tangible, something the client can feel. They can feel the warm herbal foot bath or that 15 minutes of hot stone massage before their session. And this can make them feel valued, as in, “Wow, I get my massage plus she’s letting me soak in the hot tub beforehand.”

Promote value-added specials
If you want to try it, first brainstorm some add-ons that would work for you. Here’s some ideas to get you started.

• Schedule your regular massage, and get an extra 15 minutes.

People always love extra time. Let them choose the problem area they would like you to focus on during those bonus minutes.

• Schedule your regular massage and I will include 15 minutes of hot stone/Thai massage/craniosacral therapy.

Create a beautiful offer that includes your main service and highlights your add-on. Introduce people to modalities that haven’t caught on and give your clients what they are used to at the same time.

Experiment with unique promotional ideas.

Think about what little luxuries or special perks your clients might enjoy.

• Schedule a massage before June 15 and receive my Summer Special. You’ll be invited to come early and enjoy a 15-minutes foot soak and a cool lemon drink.

Target this one to people who arrive at their appointments breathless, barely on time.

• Schedule your next massage now, and fill your senses in our meditation room before and after your session. Have a cup of tea and a piece of fresh fruit. Enjoy diffused essential oils and peaceful music.

Make this promotional sound like a perk, and not something that’s available all the time.

A marketing strategy to build on
In addition to promoting a special to all your clients, here are some other ways to use add-ons to reward or motivate your clients.

* entice clients to rebook in response to your email message announcing last-minute openings.
* encourage clients to fill under-utilized hours, say from 1 to 4 PM.
* reward people who buy more than 3 massage gift certificates at a time.

Think about what unique treats you have to offer your clients. You may be surprised how effectively including these small pleasures get your clients to schedule.

Having a website is becoming a must-have for massage practices these days. But there is a big but. The snazziest website may be a component of marketing, but it can only do so much.

It’s not news that more and more people are using the internet to find the closest or most affordable massage therapist. Your website can take care of those basics — like your menu, fees and directions. It can help establish your professionalism and a sense of who you are and what you offer.
BUT. If your goal is to create more loyal clients, you need to reach out with something more. Something that makes it easy for your already satisfied clients to pass on your name. These clients are people who have experienced your warmth, your concern and your ability to help them feel better. They are people who would be happy to recommend you.

Recommendations are key

One very persuasive marketing message is a recommendation from someone who can vouch for you. This is why so many bodyworkers say their main marketing method is word-of-mouth. The words of your clients, colleagues, friends and family telling others what a great massage you give, or how you helped get rid of the pain that had been plaguing them for months can do wonders for building your practice. The very latest Nielsen report confirms that, above all else, people rely on word-of-mouth recommendations.

Unfortunately you can’t simply wait around your office, hoping all those people who hear from your satisfied clients are going to come flooding in.

Boost results of word-of-mouth marketing

You have to use marketing strategies that boost the efforts of whoever is telling others about you. Here are three ways (out of many) to do it.

1. Give friends, family members, and loyal clients business cards, and ask them to pass them on.

2. When someone buys a gift certificate, find out a little about the receiver. Include your business card and a massage brochure or article about something targeted to that person. For example: is the recipient a sports enthusiast? Include a brochure on Massage for Sports and Fitness.

3. Send massage postcards, flyers or emails announcing your special “spa treatment” of the month or your package rate, for example: “Buy 5 sessions for the price of four.” State that the offer is also good for friends and family of your client.

These are examples of marketing that can reach people in multiple ways — showing that you care for your clients, and also for their wider circle of friends and family.

Back to the web

Your business cards, massage gift certificates, brochures, postcards and any other marketing materials should include your website and/or email address as well as your phone number. People can then go to your website to find more information, schedule an appointment, or email you with their questions. Be sure that your website is attractive and that information is easy to find. That will support the impression that you are a professional resource that can help people with their challenges.

There’s no doubt that the internet has helped small businesses tremendously. While this is true, reaching out with attractive brochures, massage business cards and/or promotional messages that can be passed on is still essential for building a flourishing practice.

Advertising is designed to capture attention, build name recognition, increase knowledge and get people to act.

Sounds good, right? All you do is pay somebody else to tell people to buy your services.

But hold on for a minute. According to the book Advertising and Sales Promotion Strategy by Gerard Tellis, half of all advertising is ineffective.

Advertising can be particularly challenging because people are bombarded by messages encouraging them to buy. Since advertising also tends to be expensive, if you’re going to invest, make sure you create an impact.
“Advertising — Four Steps, Four Options” continues »

Public relations (PR) is about generating good will toward your business. Because the foundation of your practice is building relationships with others based on care and trust, you generate good will everyday. If someone begins to take better care of themselves because you talked to them or gave them their first massage, you have created successful PR.
“Harness Public Relations to Build Your Business” continues »

I hope you are planning to promote your massage gift certificate sales for Mother’s Day. If you are, don’t forget to remind clients that a gift of your services is something almost anyone would love.

I’m sure that sounds like a no-brainer. But if you are committed to building your practice, you need to make sure you come to mind readily when clients are in need of an ideal Mother’s Day gift. And that means reaching your clients with a promotional.
“The 3-Line Rule: Mother’s Day Gift Certificate Promotionals That Work” continues »

Your marketing budget is an investment. It’s an investment in your belief in your practice, your belief that what you offer is essential to people in your community.

When money is tight, people need to know how much your work will benefit them. They will be glad to spend the 60 or 70 bucks to see you – if they know they will get their money’s worth. But you may need to work a little harder at making your case.
“Marketing Answers for Challenging Times” continues »

Word-of-mouth marketing is a natural and powerful way to bring in clients that will build your business in a satisfying way. Unfortunately, word-of-mouth marketing doesn’t mean you can simply give excellent bodywork sessions and expect word to spread fast enough to keep you in business.
“Word of Mouth Insights: When Marketing Comes Naturally” continues »

Question: When should you repeat yourself? Answer: Often!

Repetition is important because a focused, consistent message about your business is what’s going to get you recognized in your community.  The result being that any marketing you do — handing out business cards, mailing postcards, sending emails, giving public presentations, posting flyers or whatever — will always reflect a message that demonstrates specifically how you help people. It makes good business sense, and at the same time, you’re creating a practice that allows you to do what you do best and get appreciated for it. “Why Repeating Yourself Helps Market Your Practice” continues »

Ponder what kind of people inspire you. Think about the kind of clients you are drawn to working with. Those are the kind of people who are a natural fit for your skills, and who will benefit the most from your gifts.

What is targeted marketing?
“Target Your Marketing and Attract Ideal Clients” continues »