Dad and Mike are the ultimate fly-fishing codgers. Even on a hot August day, they smell like wet wool, salt water, pipe tobacco and a wee drop of the best. Both of them are sometime fly-casting instructors. Each one is a good teacher, each one takes time to update their skills, and each one has a vastly different approach to the art of fly-casting.

I love watching the two of them talk to fishing clubs. Dad talks to folks about how casting lessons help, what techniques he teaches and what he emphasizes. Then Dad hands the floor over to Mike, saying, “Why don’t you tell them about how you teach, Mike?” At the end of the presentation, people ask questions and get a better idea of Dad and Mike’s methods and personalities.

Sure, in a way they are competing for customers, but mostly they are doing some of the best, most effective marketing possible. By introducing themselves together – in tandem – they allow people to examine their choices without obligation. It also creates a sort of pre-selection process for Dad and Mike – when someone signs up for a lesson, they already know how that person prefers to learn.

Tandem marketing with another bodyworker is a bold step but it can make both your businesses stronger. Partner up with someone you trust, who matches your skills but who is different enough that your audience has a clear choice. Send a mailing to people on both your client lists. Introduce yourselves and emphasize your strengths: “June specializes in neck and shoulder pain relief. Maya has special training in working with seniors.” This may cause some client migration from one of you to the other, but ultimately it will help bring each of you the type of the clients you prefer to work with.

Two bodyworkers speaking for each other makes one heck of an impression on your clients. When you and your marketing partner introduce each other to your clients, you are giving each other your stamp of approval, an implicit sign of trust in each other. Your clients will know they have a back up. They won’t feel like they are hazarding their time, money and health on an unknown therapist if you are ill, on vacation or if your next booking is too far out for them. Joining forces with another bodyworker takes confidence and trust, but it is a strong way to show your clients that your main concern is their health and comfort.

This article originally ran in the Spring 2008 flyer.

Just as I posted this article, Krishna Everson of Queensland Australia posted an article with a very similar topic. Take a moment to read her article from May 29, 2008, “Attracting Clients You Love Through Joint Ventures.”