This weekend I was trying to muster enthusiasm to paint the bathroom. You know how it is: your mind goes into denial and casts about for anything to distract it. My eyes lighted on a can of athlete’s foot spray on the counter (on my husband’s side). It read, “Helps prevent athlete’s foot!”

Well, of course it prevents athlete’s foot. Obviously. Why are you telling me this?

Ah. It’s because I didn’t think of the preventative benefit until they pointed it out.

All right then, why are they printing this on their cans? Because they want their regular customers to use their product more often (and prevent!) and make it a regular part of the morning routine. Because they want potential customers, who are confronted with 11 varieties of foot spray, to think, “Wow! Cures and prevents! I’ll take two!”

Genius.

That got me thinking. You already give your ideal clients* exactly what they want. Your clients keep coming back to you in particular because you have some skill or part of your service that stands out from other massage / bodywork practitioners they have worked with.

What is it? Is it your knack for lower back issues? Excellent follow-up habits? Know exactly where the bad spot is on golfers’ elbows? Obliging clients who want to know exactly what you’re doing and why during the session?

As you market your massage / bodywork practice, clearly point out what makes you attractive to your ideal clients. It doesn’t matter if you’re just doing what every other good bodyworker is doing. You’re the one who’s pointing it out.

Showcasing your particular talents will serve you two-fold: You remind your established clients why they appreciate your work and you will pique the interest of your potential new ideal clients.

Work your individual talent into all of your promotional mailings, business cards and/or letters to medical practitioners. Avoid over-generalizing (“I help reduce your stress.” You all do that.) Don’t be afraid to be specific about your skills. Do avoid being too technical. Do keep it brief. Do be obvious.

Examples? Sure!
Senior massage: I help you use it before you lose it.
Pregnancy massage: I give you back your ankles for a day.
Sports massage: I get your body recovering faster.
General massage: Good massage = good night’s sleep
Relieving lower back pain is my specialty.
I welcome full-figured people.

You can make your talent a tagline (the line of text that comes right after your business name, eg: Natural Touch Marketing … for the Healing Arts) or work it into the text of your letters or postcards. Be sure, whatever you choose, that you are pointing out your most attractive skills.

All my best,
Eileen

*Ideal clients are, essentially, your favorite clients. They are the ones you want more of. Ideal clients are usually a reflection of what you would like your practice to focus on.