Well, Dear Readers, this is my last blog for Natural Touch Marketing. I’ll miss you.

Here’s some thoughts I want to leave you with:

You are better at marketing than you think.

Actually that’s pretty much it. One thought. All I want you to get out of all the massage marketing stuff I’ve written is that you’re better than you think.

Examining who your Ideal Clients are helps.

Understanding that advice is good, but that you need to make it fit your practice is vital.

But pretty much, you are better at marketing than you think.

Diana (Dear Diana!) is taking over Marketing Matters. She, unlike me, has actually been a massage therapist so that will be a nice change for you, I’m sure. Be dears all of you and tell Diana what marketing conundrum is currently taking up your brain space. Email her or leave a note on our Facebook wall.

All my best,
Eileen

So being mentally and physically ready to hand out massage business cards (or bodywork, reiki, reflexology, yoga, or … ) got covered. And then there was a big ol’ entry on building rapport. Now it’s time for the Ma Joad/Tyne Daly* Special Bonus Cheerleading Round.

Where did all this come from? A couple weeks ago I had the point driven home that not everyone is comfortable handing out business cards. Handing out your massage business card, like practically everything, takes practice. You have to get into The Zone.

Pushing the Comfort Zone
If you want to improve in anything, you have to push beyond your comfort zone. If you want to gather more clients, you need to go beyond what you have been doing. If you are comfortable handing our business card to someone when they ask for one, start offering cards to people. Attach a “personalized” benefit (because you’ve established rapport, right?) and you won’t feel so “sales-y” about it. Keep pushing your envelope.

Noting “Missed” Opportunities
You know when you walk away from a conversation and you think, “ARGH! I should have given her my card!” Don’t beat yourself up. It’s okay. This takes practice.

Review the conversation. What did you do right? When would have been a good point to bring up the benefits of your work and offer your card? Remember. Look for the next opportunity. Sometimes just talking to people and taking mental notes is a good way to rehearse and prepare. When you’re more at ease, go for it. Will you mess up again? Yeah. Are you going to get better? Yeah. See “Pushing the Comfort Zone” above.

Benefits of Repetition
Practice = Confidence = Success :: Practice = Success

I really can’t think what I could add to make that clearer. Find something that works both for your business AND for you and go with it. If it doesn’t work, stop.

All my best,
Eileen

*If you don’t think Ma Joad and Tyne Daly are the coolest ever, I don’t even want to know.

You wouldn’t think handing out massage / bodywork business cards for your practice would be such a big deal. Okay, being honest — I wouldn’t think it would be such a big deal. But I had a moment a couple weeks ago which forcibly reminded me that not everyone is like me. So, yay! You get to benefit from my professional faux pas.

There are three things everyone does — either intuitively or consciously — as they move toward a business-card-handing-out situation: Being mentally ready, being physically ready and establishing rapport

We’ve already covered the mental and physical readiness stuff. But the third — establishing rapport — is a biggie. And, to be honest, I’m not sure I can do it justice. It’s the Centipede’s Dilemma for me as I try to write clearly about rapport. So hang with me here.

Rapport Is … ?
It means “relationship.” The longer definition to me has always been, “I think I know where you’re coming from. Can you see where I’m coming from?”

Because rapport is all about building a connection. It is potentially a brief connection. It may not be a fulfilling connection. But when there is rapport, it is an honest connection. Giving your business card to someone is part of that connection; it is a physical reminder of you.

How Do I Get There?
Practice. Not inspiring, I know. But there is no magic phrase or gesture. If you pay attention to what you are doing and how people are reacting to you, then you will learn faster and better.

How Do I Start?
Know what? Building rapport is already part of your practice. Yes. It is. And I bet you’re good at it.

I read somewhere that communication is at least 50% non-verbal. What do you do when a client under your hands squirms their shoulder while you’re working on them? You respond to them. You adjust to them. The two of you go on together.

What do you do when a client comes in your office all worked up and flustered? You respond. You bring them to a space you can share.

That’s building rapport.

And I would wager every time you meet up with a someone you know well, you adjust your physical and mental self to respond to their mood. Pay attention next time.

In fact pay attention and take notes (mental or otherwise) on what you do to “match and mirror” a friend’s mood next time you meet. Keep these notes in mind for when you are ready to hand out cards.

Now What?
I know this is creepy for some people. In order to feel more confident about the whole thing, ACT confident, LOOK confident. People respond positively to confidence. If you want people to be more open, you need to show you are open: Stand up straight, uncross your arms, “lighten” your face and eyes.

(For those of you with rejection issues, try it. I think you’ll be happily surprised.)

Say Something
Once you’ve greeted someone or made eye-contact, talk with them. Not to them. Not at them. With.

Your best bet is to invite them to offer a thought. “What do you think about the new snow-clearing plan?” “So have you finished your Christmas shopping?” “Gosh, those are cozy looking boots. How do you like them?”

See how all these questions involve something more than a yes-no answer? As they answer, listen. Look like you’re listening. Act like you’re listening.

Say What?
After you’ve been in communication for a while, you’ll have learned something about your subject. You’ll have learned whether they are possibly an Ideal Client. You’ll have learned whether there is anything you can offer them or anyone in their family.

If there is something you can offer, give them your card. Say:
“If you have people on your list who already have everything, check out my site and see if a gift certificate for [massage] might be a good experience. It’s guilt free!”
“When you feel the Winter Blues creeping up, give me a call. I do this great work with [warm stones that warms you right down to your bones. You'll like it; you'll feel day-at-the-beach warm.]”
“You know, if you’re legs are giving you issues, I can help you. Give me a call and we’ll set up a day right after all your holiday parties so YOU can recover.”

So.
That’s what I’ve got. If you search “building rapport” you will find a gaboonz of online articles about “how to.” I don’t feel the need to repeat what others have flooded the ether with.

But I do feel the need to remind you that you already build rapport as part of your professional work. Now you just need to practice building it when your subject is upright and clothed.

Practice, practice, practice.

All my best,
Eileen

A couple weeks ago, I embarrassed myself. I loused up a really basic skill: Handing out a massage business card.

And I have to say, handing out business cards is something I’m pretty good at. Usually. However, that day the point that was driven home: No matter how many times I hand out my card and no matter how comfortable I am handing my business card to a complete stranger, I still need to prepare myself each time.

Getting into the Business Card Handing Out Zone.

You start with getting physically and mentally ready. It doesn’t take long — five seconds max. And it’s easy. And it makes you more confident (which makes you more “attractive,” which gains you more clients, etc., etc.).

Physical readiness
The Card: I know that cards can be pricey. I know it’s cheaper and more convenient to run them off on your printer at home. It’s a common choice.

But do you use scratchy sheets on the table? Is your room cold? So is a prospective client’s first impression of you going to be the perception of scrap paper?

Would you prefer hand out a thousand 2¢ cards and get two clients (whose first impression of you will be a throw-away paper)? Or would you rather hand out a thousand 15¢ cards and get 8-10 clients (who will have the impression that you are a high-class professional)?

You: Shoulders back. Relax your face muscles. “Lighten” your brow — most of us frown when concentrating.

!!!–>Know where your cards are. <–!!! That’s the most important bit. You don’t want to be rooting through your purse or pocket or wallet saying, “I know I have one somewhere.”

Mental readiness
You have about 3 seconds to make an impression — good or bad. This is why you have to be in the Zone.

Have your introduction ready. As you compose your intro, you’ll be working on it fairly steadily for a couple weeks. (And we’ll be talking about composing introductions later in depth.)

Once you’re happy with what you’re saying and how you say it, rehearse at least once a day. I practice on the way to work or an event.

Your introduction should flow out naturally. Mentally rehearse at least your opening sentence before you even open your mouth (I did not do this before I handed my card to that lady at the post office).

As you get more comfortable you will have an intro speech for several situations. Yes. You will. Really. And you’ll be very pleased with yourself when you get there.

Rapport
What should you say and how should you say it? That is all about establishing rapport and I’ll cover that in the next entry.

All my best,
Eileen

A couple weeks ago, I embarrassed myself. I handed my business card to a complete stranger and wasn’t in The Business Card Handing Out Zone.

I stepped up to this very nice lady, handed her my card and told her why I wanted to talk to her. She blinked at me a moment and asked, “Who are you?”

Oh, man, I missed some important stuff there. Like introducing myself. In an effort to cover up my awkwardness, I babbled and stumbled all over my words. My ears cringed as I started to sound like a complete dope. I wanted the earth to swallow me up. That’s not the kind of first impression I like to give people.

I wasn’t ready. I wasn’t in The Zone.

What I took away from this is an insight into the mystery reluctance I get from massage therapists when I suggest handing business cards to prospective clients. And I can see I dropped the ball on this one. I’ve been discussing why you should hand out your cards without discussing how.

Here’s the Be Prepared list. It’s short. I’ll be discussing it in depth this week:
Physical readiness
Mental readiness
Establishing rapport

And the equally short bonus cheer leading list:
Pushing the comfort zone
Noting “missed ” opportunities
Benefits of repetition

Stay tuned,
Eileen

You know how it is when you preach, preach, preach and when it comes time to practice what you preach there’s that Universal Trombone in the background going, “WAH wah waaah … “?

Yeah. That’s what happened to me last week when I didn’t have my business card game face on.

What happened was a lady pulled up next to me at the Post Office. She had a window decal on her van advertising her massage practice. I’ve been wanting to talk to massage therapists who use these to see how it works for them (anyone wanting to give a little input there, email me).

I thought I would give my card to the MT after I picked up the mail. Maybe she would be agreeable to making some time to talk about the efficacy of her window decal.

What I did NOT do is get into the Business Card Handing Out Zone. That Zone where you not only know what you’re going to say and how you’re going to say it. BUT you have also taken a few seconds to rehearse.

I just marched up to this poor, unsuspecting woman, handed her my card and said, “I’d love it if you would call me after Thanksgiving. I’d like to talk about your window decal and how it’s working for you.” She blinked at me for a moment and said, “Who are you?”

Oh, yeah; I’m the professional. I wanted to flee. After some stammering and stuttering on my part, I explained myself and then retreated to my car.

That was when it hit me: I have not been practicing what I preach. I preach thinking about who you are marketing to. I preach thinking about what you should be saying to your Ideal Clients. When it came time for me to practice what I preach … WAH wah waaah …

In the sanctuary of my car several realizations hit me:

1. I think I see why I get so much resistance from people when I encourage them to hand out cards.
2. I have never talked to you about how to hand out business cards, ie: getting in the Business Card Handing Out Zone.
3. I have never talked about what to say when you hand out your cards. I’ve done a few examples in the middle of bigger articles, but nothing specific.

Now I have a mission. Diana and I have both talked about alternate uses for your massage business cards and ways to fine-tune your message on them. But we have not really covered the basics.

That’s my focus for the next couple days. Until I get an article together, I’m begging you to rehearse what you plan on saying to people before you hand out more cards (don’t be like Eileen).

Also, if you have anything you would like me to address on this topic, NOW is the time.

All my best,
Eileen

This is what I’m getting from my talks with you this week: apparently Thanksgiving weekend is the time when a bunch of you write and address your massage gift certificate promotional cards.

Here are a couple message-writing tips to digest as you do the Thanksgiving thing tomorrow.

1. Avoid “Not”
… And “don’t.” This is one of those tricks I “got” in parenting class. When you say “Don’t use your hair as a napkin” to a three year old, the kid hears “Use your hair as a napkin.” The same goes for adults, I’m afraid. While it reducing “not” in your daily vocabulary takes some practice you’ll find that you end up using more evocative, benefit-oriented statements. “Don’t delay! Call today!” becomes “Call soon for the best appointment times.”

2. Keep It Clear
If you’re sending postcards to promote your services, the most effective promotional messages are 3-5 sentences. There should be a headline, the promotion itself and a call to action. Keeping it simple also enables you to keep focused on your goals. I’ve written about this often, but a little refresher never hurts.

3. Remember Your Audience
Whoever is the focus of your promotionals this season, remember to talk to them. Let’s say you want to both sell gift certificates AND remind people of the benefits of massage during this busy, busy season. You could certainly send out a card that said, “Buy 2 gift certificates, get the third for 1/2 price. And remember, massage is relaxing retreat this time of year! Treat yourself!”
Or you could send out one card that read, “Marvelous gifts for a marvelous price … and marvelously convenient. Buy two gift certificates, get the third for 1/2 price. Call before Dec 10th and I’ll even mail them directly to the recipient or to you … for free!”
And another card could follow with, “Stiff shoulders? Sore feet? No end in sight? Take just one hour to make things more manageable. Call soon and we’ll set up a time that fits in with your schedule.”
Not only do you contact your clients twice, but both messages offer timely solutions.

4. Be Aware of “Words That Sell”
I read an article earlier this month about food. The author was pointing out the rise in use of words or phrases like “fat-free” and “simple/simply” on food labels. While the use of these words were viewed in a negative fashion, as they were used in misleading ways, there is nothing wrong with using whatever word or phrase piques people’s interest today.
They can become a sort of shorthand. Consider what these words evoke in you: green, healthy, cherish, bliss, guarantee, you, create, yes, benefit
You can also have fun with over-used words (remember the Great Plethora Epidemic of 1986?) in a tongue-in-cheek sort of way: shocking, literally, whatever, unfriend, stimulus, i-anything.

5. Urgency is Good
… When used in small doses. You do want people to act now. You want some action after you assembled, addressed and sent out all these cards. Well, give them a reason to act now. If they call before Tuesday will they get a free lavender spritzer? If they buy before the 17th will you give them a preferential appointment time? Should they call before the limited number of spa packages are sold? People (we) need a little prod now and then.

So that’s what I’ve got for you. Mull it over this weekend. Bear in mind that you don’t have to follow ALL these tips … but you will have a stronger message and more response if you do.

All my best,
Eileen

I did an entry a while ago about four excuses I hear every day from massage therapists. These common excuses are merely stumbling blocks. They can be easily cleared up with confidence-building and practice.

That entry motivated Fran, a long-time reader, to make a great observation. She brought up the Alone Factor. Fran made the point that “being alone in this business I think somehow plays into becoming weak-willed.” While “weak-willed” isn’t a phrase I would apply to Fran, I totally get what she’s saying.

“By St Loy!” I thought to myself, “I need to address the Alone Factor.”

And I do.

But as I sat down to write about Conquering the Alone Factor, I realized I have absolutely no relevant personal experiences to offer you. (Though I have tons of irrelevant ones …)

This is what I do know:

• There is strength in numbers. Meeting with and exchanging ideas with other bodyworkers/healers will make everyone more confident in their Work.
• Hanging out with other bodyworkers is good for you and your practice. You walk away feeling more supported and more … real, I guess. You feel like you do exist.
• You know more about what is really going on. Maybe it isn’t just you, maybe there is a huge spike of people expecting bigger discounts and/or free services. How are other therapists dealing with these requests? How does it make them feel? You, too? Oh, good; it’s not just me.
• You just never know what opportunities could come out of it. Maybe you could bolster your income by working at another’s place one day a week. Maybe you discuss one of your success with [post-ACL surgery recovery] clients and other therapists start suggesting you to their ACL clients. Stuff like that.

So you tell me — tell all of us — what you do to Conquer the Alone Factor.

Are there any online forums that support you? Do the local AMTA meetings help you? Do five of you gather at a local coffee shop every other Wednesday? Daily mantras?

Or are you wallowing in a sea of aloneness? What do you feel you need to feel supported?

Share. There are readers who need some inspiration out here.

All my best,
Eileen

The other week my “boot camp” trainer had a quick, brain-expanding exchange about marketing. I found what she had to say remarkable because they are the same things I hear from massage therapists/bodyworkers every day. And this got me thinking about you — as most things do.

“I don’t want to want it more than they do.”

My trainer and I were wrangling about the benefits of discussing her fees with prospective clients

At one point in the conversation I was Eileen Unleashed!™ deluging my trainer with my standard marketing pep-talk and brainstorm! From the Left! From the Right! My trainer stopped me cold with “I don’t want to want it more than they do.”

Wow.

Um. You know? I don’t either. And I never thought of it like that before.

So I sat down and thought about it for a while. Here’s what I think:

(First off, Who Is This “They” We’re Talking about?
“They” are your potential clients.)

On the One Hand … You Don’t Want to Waste Your Energy
Really. You don’t. Potential customers are either going to go for it or not. (“It” being trying your services, buying a certificate package, trying a new modality, whatever.)

No matter how passionate and confident you are about your work, no matter how well-written your information, no matter how pleased you are to discuss details, most people are just not going to be motivated.

So, yeah, don’t waste your energy chasing after the people who don’t care. It’s not that they don’t like you, it’s simply not a good match … today.

On the Other Hand … You Need to Bait the Hook
Say something while you have a potential customer’s attention. You have about one second. And you can pack a lot into one second.

In a very short time, you can learn what motivates people to learn more about you. Try some on for size and see what works and is in your comfort zone.

Here’s a scenario:
Potential Customer: “Oh, you’re a [massage therapist]?”
You: “Yes (handing a card out), I’m just around the corner from here.”
or: “Yes (business with card again), I have weekend hours.”
“Yes (more card handing out), I focus on stress relief.”
“Yes (getting the card hint here?), I do a lot of work with people who want to keep mobile and flexible.”

Absolutely, people can go to your site and read more about your approach to your Work, or to see your schedule of fees, or find out more about Craniosacral therapy. But will they? Is there any thing energy-wasteful about giving people a reason to go learn more about you?

All my best,
Eileen

My “boot camp” trainer and I butted heads last week about how she markets her business. She gave me four excuses that surprised me — because I hear the same ones from you every day.

Believe it or not, this was a real mind-opener for me. I realized at the point that massage therapists, bodyworkers and other healing arts practitioners are not the only ones who have issues discussing money and the value of their Work.

So this week I’ve been addressing these common excuses one at a time. Today’s is:

“[Army wives] always expect stuff for free.”

There’s always going to be a certain group or a certain kind of person who feel they are “owed.” Keeping the freebie-seekers at arm’s distance take practice and confidence. Let’s break them down into three main groups.

Donation Seekers
Your kid’s school’s sports teams expect you to donate services left and right. The law firm next door is pressuring you to donate chair massage for their employee appreciation day. Your mom’s garden group is doing a fund raiser.

All these people try to attract you with: “You’ll get lots of business!”

Yeah.

I know you want to be helpful. I know you want more exposure for your practice. But ask yourself, what comes first right now? Building up worthwhile clientele or donating your time?

I strongly recommend picking one charity and focusing only on that. When I managed a agri-tourist farm we got donation requests from everyone. It was a relief and pleasure to be able to say, “Purple Haze focuses its donations on farmland and stream reclamation.” It was very freeing. My guidelines were clear. Requesters knew what my boundries were.

I do feel we have a responsibility to be charitable. I don’t feel you should deplete the health of your Work in the name of charity. It’s like eating: pick a healthy limit and stick to it.

Potential Clients Who Expect a Deal
These are the people that get my trainer’s knickers in a twist. With her, it’s the Army wives that feel Entitled.

Let me just say right here that I am an Army wife. I am very grateful for all the Federal support that is available to me should I need it. What gets a lot of Army spouses are the few that feel Entitled — by sheer dint of being an military spouse — to elevated level of privilege. (Whew! Okay. Deep breath.)

So what do you do when you get people who ask for the sun and the moon? Do you feel like you will lose a potential client if you don’t give them something extra-special just to get them through your door?

And those to whom you’ve delivered the sun and the moon, how did that client work out? Did they suck the life out of you? Or did they turn into a great, regular clients who recommend you to their friends? Really. I am asking.

There is nothing wrong AT ALL with people asking if you have discounts for certain things (seniors, disabled, bulk rates). There is something wrong with people allowing you to feel like you OWE them just because they’re potential clients.

Start each business relationship off on an honest footing. You will get and keep better clients that way.

“Friends”
Or friends of friends. You know the ones. “I’ll talk you up to all my friends!” “We can do trades!”

These are tough to turn down. What if this person gets mad at you for declining their offer? What if you agree, you fulfill your half of the bargain and then they disappear?

Me, I just don’t do free. Free — in financial terms — means a devalued, throw-away item.

If all someone wants is “free” then they need to look elsewhere. Now, if they value my service, are low on cash and are trying to find an out-of-the-box solution, I am happy to work with them.

What’s worked for me is a “friends and family financial exchange” where, for example I give them a deal at $100/hour and they give me a deal at $50/hr (or whatever). They pay me $100 for an hour’s consultation, then I promptly turn around and schedule two sessions at $50 each. Actual money exchanges hands, but it is essentially a trade.

Now that I start thinking more deeply about this, I am very interested to hear how you cope with “friends’” expectations.

All my best,
Eileen