When a potential client visits your site, you have about 5 (five) seconds to tell them what they want to know before they go somewhere else.

In the last couple few entries I’ve focused on the importance of knowing who your ideal clients are and what they truly want.

Of course they want to know how to contact you, where you are located, that you are professional and what your fees are.

Truly the first thing they want to know is how your work is going to better their lives.

Tell them first thing.

You can be very matter-of-fact and say:
Many of my clients find that a couple sessions (of massage/shiatsu/reiki/etc) eases the oppressive weight of anxiety from your shoulders, neck and chest. You will be able to breathe more freely and sleep more deeply.

You can play around with variations of:
I can help improve your golf game.
I can reduce pain that comes from sitting at a desk all day.
I can work with you and your health care team to improve your balance, appetite and sleep.

How do you know what your clients want to hear?

I would ask your favorite clients why they come to see you. Their first answer will probably be something along the lines of a compliment to you. This is nice, but ask again. Give them examples if they are having a hard time. Do they come to you because of your location? hours? No one can work that catch in their neck better than you? They are heavy and you are heavy, too, so they feel more comfortable getting on your table?

The absolute best thing I can think of is to see what people are saying about other massage therapists / bodyworkers. The easiest way to do that is to get online and type in “massage [Seattle] reviews” in the search engine. The first relevant one I found this morning was for Dreamclinic. Browse through the review. You can see why people book sessions there and what words they use to describe the experience.

Use your ideal clients’ words. You can’t get it any better than that.

And, as always …

In order to focus your message, you need to be clear on what kind of client you are working to attract. Elders? Chronically ill? Professionals? Craftsmen? Children? Women 35-50 with two kids who drive Escalades and get their roots retouched every six weeks?

As I’ve said a gazillion and twelve times, when you know who your ideal client is, you’ll know how to talk to them.

And you have five (5) seconds.

All my best,
Eileen

P.S. If anyone has any comments this week, I may be a while getting back to you. I’m in Montana and I have two words for you: Dial. Up.

In my last entry I talked about making a list of what your ideal client is like. My little list read: “wears jeans and t-shirts, hikes, gardens, tries to eat well, demands a good cheeseburger and beer on occasion, shops at the local market, etc, etc.” This was fine until I realized it read like a personals ad.

Cool! Because when you market your practice, you are basically running a personal.

Or, maybe it’s icky. Do I really want to compare marketing your massage practice to a personals ad? I mean … really?

Well, yes, I do.

“MT Seeking Ideal Clients: Courting the massage clients you want” continues »

Currently there are about eight pounds of targeted massage / bodywork marketing example piled on my kitchen counter.

We’ve had a steady stream of house guests over the last several months. When it comes to care and feeding of guests, mine are pretty much free-range until we all come together at dinner. Most of them bring in their own breakfast, lunch and snack staples for their visit and leave the food behind when they go. I spent yesterday afternoon rooting through the kitchen cupboards, hauling out the duplicates, the expired, the stale and the what-is-this. The prevailing overstock was quick-cook oatmeal.

I don’t know if my guests had concerns about their glycemic index or what. But I was struck by how all this oatmeal could be divided into three distinct categories. Which made me think of you.

“Taking Your Cues from the Big Guys: Targeting your massage marketing to the proper clients” continues »

I got a question this week on the Ask Eileen page from a long-time reader/commentor, Fran D.

Fran is an energetic and forward-thinking person. Over the last two years she has been in transition. Surgery slowed her practice down, then she was working hard to find a place where she could run her practice her way. Last I heard from Fran she found a spot close to home and seemed excited about the future.

I bet most of you are, have been, or will be where Fran is right now. Here is her question. If you have any insight for her, please leave a comment.:

“How do you know when to step back?

I feel like I am drowning sometimes with constantly trying to get my weekly book filled. I always manage to average the same amount of appointments per month which cover expenses with little else left.

““I feel like I’m drowning …”: Overwhelmed with marketing your massage practice” continues »

This week I got a serious request for some input on the “Ask Eileen” page. It reads:

“I have just recently moved from Chicago to Cape Cod, MA, and accepted a job at a spa/gym. The space and business is new to the owners of the spa. They have two other locations on the cape. I have been hired to be the massage therapist/marketing person.

We have tried numerous marketing ideas. Some examples:
Spring stimulus package for $99.00 (includes-hair cut,facial, massage),
Beauty bucks-$20.00 off a purchase of $80.00 or more,
Referral program for the trainers- refer 2 people get half-off a service.
We have even attended a ladies community night in which over 500 women get together at a local venue, to see the local businesses and what services they have to offer. Not one has called or come by.

““I Do Not Want to Give up”: A massage therapist takes a marketing leap” continues »

I had a Sad Marketing Massage Moment this weekend.

Two lovely massage therapists had their chairs set up at the Fourth Annual St Martin’s Dragon Boat Races. I watched them the whole morning. They had three customers. Sad.

Here’s what was going on:

• There were 24 dragon boat teams of at least 21 people each, plus the spare rowers and all the support folks.

“Dipping in Your Oar: Notes on marketing massage at local events” continues »

When I was a kid, one of my favorite jokes was:
Patient: “Doctor! It hurts when I do this!”
Doctor: “Well, don’t do that.”

I thought of this — and you — as I wheezed down the turn lane of a four lane highway this morning. My mom’s partially blind, selectively deaf and judiciously mulish dog had escaped and I was joggling after her. (Not jogging. Joggling. I don’t jog.)

I am given to understand that when most people with sedentary lifestyles suddenly engage in an inspired-by-death run, they resolve to get in shape. They resolve to get in shape so that when something like this happens again, they will be better able to meet the challenge.

I resolve to never be in the position of chasing after a dog again.

“Wheezing Doesn’t Make a Good Impression: Prep work can make or break a marketing event” continues »

All right, gang. We’re doing a little spring cleaning here at Maison Marketing avec le Toucher Naturel. Normally, I don’t play up the retail side of the business but today it’s front and center.

We are clearing out some mighty fine massage / bodywork marketing postcards. They’re 40% off. The price isn’t going to go down any further. When they are gone, they’re gone.

What I love about sales is they are a great motivator. You can’t pass up on the price (the usual quantity discounts apply and you can mix and match as always) so you can afford to think ahead for next season or even next year. Did you mean to do a big “Welcome Spring!” promotion this year and missed the window again? Did Valentines’ fly by again? Get some cards now for the next promotion you’ve been meaning to do. When you’ve spent money on it and you have to use it, right? (I admit, this is how it works for me.)

“Spring Cleaning: An opportunity to think ahead. Such a deal.” continues »

I had a great question posted on the “Ask Eileen” page:

Dear Eileen, I keep seeing ads for the MMMEasy [Massage Marketing Made Easy] kit from Karen Dimmick. I can’t find anyone on the various professional groups I’m on who have used this kit; most say it sounds like a scam. I’ve noticed that she comments on your blog; do you know Karen, and either way do you have an opinion of the product?

I’ve about 70% convinced myself to try it, but any input you have would be helpful. (Schools should have a few hours on marketing, don’cha think?)

Thanks,
Beth

“Thinking about Hiring a Massage Marketing Expert?: You have questions, yes you do” continues »

I wondered why it was so dark in my shower this morning. Turns out it was precisely thirty nine thousand, eight hundred and two ladybugs covering the inside of my skylight.

My first question involved swearwords. But my second question was, “How did they get in here?”

When it comes to your clients, you should know the answer to that second question … for each and every client.

“Ladybug, Ladybug: An infestation prompts questions about your massage practice advertising” continues »