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.

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.

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.

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.

4 steps to writing a great ad

To write a good ad, follow these steps.

1. Grab people’s attention with a headline that tells them up front which of their problems you are going to solve. They want to know if you are going to relieve their pain and stress, or that your services focus on athletes, pregnant women or seniors. For example, use a one-line attention-grabber like: “We relieve neck and shoulder pain,” or “Stress Reduction Specialists,” or “Over 60? We can relieve your aches and pains.”

2. Include a call to action, such as: “Call today for an appointment,” or “Call before May 30 for one-half off your first appointment.”

3. Your name and logo should always be prominent, particularly if few people know about you. If you are starting a practice or not yet well-known in your community, concentrate on building name recognition with your ad.

4. Once you choose a method of advertising, stick with it long enough to see the outcome. You will not see instantaneous results! It is usually better to keep the same message or media outlet for awhile, say a year. That means choosing well how to invest your limited dollars. Your outlay will probably include creating an attractive ad, perhaps even hiring a graphic designer to come up with something that will draw peoples’ eyes.

Choose your medium — 4 options

Let’s explore some advertising venues: direct mail, display ads, classified ads and radio.

Newspaper Display Ads:

Newspaper ads can be expensive and will probably only be effective if you run them consistently for some time. Don’t forget to consider publications that focus on alternative health modalities. If you advertise in these, remember you will have to compete with businesses like yours, so concentrate on standing out from the crowd. Be specific about your target client or the specific benefits your work offers.

Another tip is to contact the health, lifestyle or business editor of a paper to see if stories relevant to your practice will be released in the upcoming weeks. Have them place your ad in that issue.

Classified Ads:

Classified ads are inexpensive and can be very effective for small businesses. This is because people reading the classifieds are already looking to buy. You can run classified ads in your community’s newspapers, in a paper devoted entirely to classified ads, or in a paper focused on alternative healing. You may get your best results from the latter. Many classifieds also run on the online version of a newspaper.To help you decide, read a copy of each paper.

To make a good classified ad, use a short headline, and write in short sentences. List your contact information and use words that are easily read, not shorthand phrases or a lot of abbreviations. Stick to facts and the benefits of your work, and don’t skimp on words simply to reduce the cost.

Radio:

The idea of using radio may not be as outlandish, or as expensive, as it sounds. You do have to run ads frequently. Ask your clients which stations they listen to. Make a recorded commercial, either at the station or on your own, with some relaxing music, and a clear, calming voice. Write an ad with a straight-forward message, mentioning the name of your business as many times as possible, and a call to action such as: “Call 555-5555 to schedule a relaxing, rejuvenating massage.”

Direct mail:

Blanket mailings of coupons to everyone in your community is a popular form of direct mail advertising. ValPak® mailings are the best-known example. This can be expensive, so really think about if it could be worth it.

The other option is to target your direct mail promotion. When you do target advertising, you narrow the field to people who you know are likely to be interested in your service. And who is that? Well — it’s your mailing list! Your mailing list should include all your current and past clients, anyone who has received a massage from you during your schooling or anywhere else, anyone who has attended a presentation, and anyone you’ve met at meetings or other professional gatherings.

Ask your clients

To be effective, run frequent ads with the same consistent message in only two or three different mediums. If you are unsure which venues to use, ask your clients! What local publications do they read, what radio stations do they listen to, do they open their ValPak® mailings or read the postcards you mail?

Practitioners often report that reaching out with a personal connection with people can be more effective and cost less than advertising. Giving presentations in the community, doing chair massage at events and selling gift certificates are a few promotional activities that allow you to make a more personal connection with people while boosting your practice.

Want more?

For more ideas on advertising your practice, check out Marketing Massage Strategies Ebook by Colleen Holloway and Business Mastery by Cherie Sohnen-Moe.

So why should I do more, you ask. It’s so you can promote a good relationship between yourself and the larger community. Do you give away free services to fundraisers, offer free chair massage at certain times, or talk to people about the benefits of what you do? This is you doing PR naturally. Simply generating understanding of the benefits of what you do is a public service — because you know that what you offer helps people reduce their stress, improve their energy and feel better.

PR or publicity?

People often refer to public relations as what a business does to communicate with the public through the media — newspaper, radio and television. That’s publicity, one of the arms of public relations. Publicity is spreading the word about your practice via the media. It is good for you and the community because it gets your name out to people who aren’t yet reaping the benefits of what you do.

One great thing about publicity is that it can actually spread the word about you more effectively than advertising. It establishes you as credible, professional and expert in your field. And it costs nothing more than your time.

Is it newsworthy?

The media is looking for unique, interesting news, but journalists have to choose from the flood of information that crosses their desks. You need to have a hook, something that really grabs attention. So look hard at why anyone but you would care about the information you want to publicize.

Some public relations activities are newsworthy, and some aren’t. For example, joining a networking organization is not noteworthy.

Here’s how you can determine what is worthy of a PR effort.

Start by taking a look at your clients. Who are they? What are their problems? What kind of results are you getting? If you are helping your clients live more comfortably with fibromyalgia, not only will people want to know about that, it makes you a credible expert. If you’re finding that more families are bringing in their kids with sports injuries, the same is true. And so on.

To be newsworthy, information should fulfill an unmet need, make people’s lives easier, or be unique. Your work probably meets more than one of these criteria. The fact that you give massage to a certain kind of people, however, is not news. But the information that people with arthritis, for example, get better with a bodywork technique you provide could be news. You can mount a newsworthy PR campaign around it by making a presentation, giving away free massage to an arthritis support group or helping to organize a fundraiser for the Arthritis Foundation.

In another example, the fact that you are opening a business is arguably not really news. It might get you a small notice on the business page, but you should ask yourself what the benefit is to the larger community. Are you expanding into a new location where you can help more people? Are you hosting an open house where people can experience free demonstrations, meet your staff and learn how your services can benefit them?

Volunteering for charity events is definitely newsworthy and can make your generosity more visible to the community at large. You could participate in a charity gala that benefits those with a condition you work with, sponsor a team for a Special Olympics event, or volunteer for a walk-a-thon fundraiser.

Get the most PR from events.

Once you’ve publicized an event such as a health fair or presentation, you can further promote your business with a drawing or by giving out brochures, self-care tips or newsletters at the event. If that doesn’t feel appropriate for an event, say if you are giving massage to people coping with a community crisis, simply having your business cards available or getting a mention as a volunteer in the media will be noticed.

Make use of a press release.

The main tool of publicizing your public relations efforts is the press release. If you are serious about publicity, you should know how to use it. The press release allows you to grab the attention of busy journalists at your local daily or weekly newspapers, the publisher of your area’s alternative health publication, or the staff at radio and television stations. For a step-by-step guide to writing one, click to our Handy Downloads page and scroll down to the article “How to Write a Press Release.”

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.

Getting started

Begin by experimenting with wording that will appeal to your particular clients. What can you say about gift certificates that your clients will respond to?

The Basics

First of all, decide what you are promoting, specifically. A mother/daughter special? An offer to mail gift certificates to the recipient? A discount or add-on to their next session when clients buy a gift certificate?

Now work on the three basic parts of your promotional.
They are:

1. The attention-grabbing headline
2. The offer: what you are promoting
3. The call to action

The Headline

Once you know what you want to say, start to think about an attention-getting headline. Whether it’s an email, postcard or announcement on your website, it should be brief and to the point.

Here’s some examples.

Exciting announcements:

o Gift Certificate Special From Springfield Massage!
o Gift Certificates Now Available From Springfield Personal Training!
o Bonus Services With Mother’s Day Gift Certificate Purchase!

Compelling questions:

o Does a woman you know deserve the gift of massage?
o No time to shop?
o Don’t know what to give that special Mom in your life?

Simple and straightforward:

o It’s easy to buy the gift everybody loves — massage.
o Get more relaxation with your gift certificates.
o Save money and time with gift certificate packages.

The Offer
After your headline, state your offer.

o Save 10% when you buy Mother’s Day gift certificates before April 20.
o Spring gift certificate packages available.
o Get your massage half-off when you bring mom in for a full body aromassage.
o Send a gift certificate to Mom with one call or email to my office.
o Or simply, “Choose from our selection of beautiful gift certificates for Mother’s Day.”

The Call To Action

Finally, call on your clients to take a step, to commit to an action.

o Buy before April 20, 2012 and get an extra 15 minutes added to your next session!
o Call or email to order gift certificates for Mother’s Day: 555-1212, info@MainStreetMassage.com
o Call or visit my website for more on gift certificate packages.

Always, always include your contact information. You can add it in the call to action or put it elsewhere on a postcard or email. If the promotional is on your website, make it easy for clients to email you right then, or have your phone number listed in the promo area.

Put them all together — the headline, the offer and the call to action. Send a postcard or email, or post it on your website.Your clients will get the message that your gift certificates are easy to give — and much appreciated!

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.

Invest in target marketing

You don’t necessarily need to spend a lot of money to market your practice. Invest in smart marketing tools – ones guaranteed to build your business and bring in more clients. First of all, notice the clients you most enjoy working with, whether they are athletes, seniors, working professionals or some other group. These are the kind of people you want to target with your marketing. Develop a message that speaks directly to them. Mail those clients your promotionals or newsletters, and distribute your brochures, business cards and flyers to the places your “target” clients go.

Track the results

Are you unsure which of your efforts are reaching people? Now is a good time to find out. If you’re not doing so already, track your efforts. For example, if you send out a postcard promotional, keep a record of how many clients respond. Better yet, mail postcards to half your clients, and a newsletter to the other half. See which gets a better response.

Keep reaching out with mailings

Direct mail is still an effective way to stay connected with clients and increase rebooking. If you feel the need to save some dollars, try email. To compare the effectiveness of each, send an email newsletter to some clients and a paper newsletter to others, and track how your clients respond to two different offers – one in the e-newsletter and one in the paper newsletter. With the Natural Touch Marketing newsletters, you have the option to do both.

Don’t ditch your plan

Whatever else, an economic downturn is not the time to ditch your marketing plan. Jay Conrad Levinson author of Guerrilla Marketing says,

“Abandoning a marketing campaign before it has a chance to flourish squanders money.”

For example, you may think it’s a good idea to cut back on the quality or quantity of your marketing materials, but remember, that could backfire. Cheap materials can damage your image, and cutting back on the frequency of communications with clients gives them time to forget about you, or worse, start wondering whether your business still exists. Don’t make them wonder. Stay in touch via the mail and/or email.

Remember your regulars

No matter what else you do, don’t forget to market to your regular clients! Marketing experts say it costs six times as much to bring in new clients as to keep your existing ones returning. Your regulars understand what your work means in their lives. They just need your reminders, your concern, and your appreciation.

You believe your work helps people feel better. Make sure your marketing materials reflect that belief. This will express a confidence in yourself that is unshaken by the inevitable ups and downs in life, economic or otherwise.

How to make it work for you

• Nurture your regular client base.

Cultivating your regular clients is essential in word-of-mouth marketing. If you give them your entire attention during their time with you, and if they know you are thinking of them in between sessions, your clients will be absolutely inspired to spread the word about you. Take time to make follow-up calls, send them mailings or emails with announcements and discount offers, and/or thank them for their referrals. And be sure you ask new clients where they heard about you so you will know who is championing your services.

• A satisfied client is your best client.

Let your clients know you value their perspective on their experiences in your practice. If they have suggestions or even complaints, respond to them promptly, listening well and adapting to them, if possible. Even if you can’t give them what they want, let them know you care about what they think and feel.

• Become a valued resource.

Create an excellent, broad network of other practitioners you can refer clients to. Also start a library of books, DVDs and handouts on massage, stretching and other self-care topics to loan. These things will make you an even more valuable resource in your clients’ eyes and help build your reputation as an expert.

• Give satisfied clients some tools.

Make it easy for your regular clients to spread the word about you. Here’s some ideas:

— Give them a few of your business cards every so often, and ask them to pass them on to people who could use your services.

— Provide a massage newsletter with advice and other practical information. This gives your clients something of value for themselves and to share with others.

— Mail or email a discount offer that can be shared with a loved one. For example, instead of an expiration date for a special offer, one of our customers said, “This gift of health never expires. Feel free to pass this card on to a friend if you think this offer will benefit them, too.”

Word-of-mouth marketing builds upon people’s natural desire to share things that have helped them with the people they care about. And it takes advantage of your natural inclination as a bodyworker to help more people reduce their stress and pain, to recover, to maintain flexibility with age — or whatever it is you do best.

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.

Do your materials reflect your business personality?

Look over your marketing materials to make sure the words and images you choose to represent your business express your particular focus, skills and business personality. Apply this approach to every bit of marketing you do.

Let’s say you specialize in pain relief for people with chronic conditions such as fibromyalgia and arthritis. Your business cards should say so. The brochures you carry should focus on these topics. Your mailings and emails should remind clients that your work can reduce their pain. All of these should display your contact information in an attractive and readable manner.

Consistency doesn’t mean always doing the same thing.

Being consistent doesn’t mean mailing the same postcard every time you announce a special, or using the same ad month after month to bring in new clients. On the contrary, it’s most effective to use a variety of strategies that will come at people from different directions.

Say a woman gives a co-worker a copy of your client newsletter which includes information on massage and chronic pain. Then, while waiting in her chiropractor’s office, this same person picks up one of the brochures you left there. She mentions it to the chiropractor, who became familiar with you after you mailed him a letter of introduction. This soon-to-be-new client now feels comfortable enough to contact you for an appointment.

Both new contacts and regular clients need to hear your message again and again. It’s said that people need to hear a marketing message at least three times before they respond. On top of that, what may catch one person’s eye may not work with someone else. But if you use a variety of strategies with the same focus, the word will get around, and you will become recognized as a professional who can help reduce people’s pain.

Here’s a sample multi-pronged plan.

Say you have created a business card that includes your contact information, an attractive image that expresses your business personality, and text stating that you specialize in relieving chronic pain or particular conditions. You also have brochures on massage for chronic pain, a supply of promotional postcards and a website with information about your business hours, location and rates.

Now institute your plan.

* Leave business cards and brochures (ask first) at your local pain clinic, yoga studio and senior center.
* Send a postcard mailing to your regulars, reminding them that your work can reduce their pain as well as the discomforts of friends and family.
* Purchase an ad in the newsletter of a local arthritis support group, presenting yourself and your experience working with the condition.
* Post on your website articles or a downloadable newsletter that focuses on massage for chronic pain.

Commit to using these strategies long enough to hear people say, “Oh, you’re the one who helps people with arthritis (or whatever it is you do).” That will be a signal to keep using the same strategies or to add new ones — always, always sending a message that says specifically who you can help and how you can help them.

By contrast, marketing to anyone and everyone is called blanket marketing. You’re trying to get everyone’s attention when you pay for Val-Pac® coupons or ads in the yellow pages, or post flyers on grocery store bulletin boards. This might work for you at times, such as when you’re just starting out, or during busy times for gift certificate sales like Christmas or Valentine’s. Keep in mind, however, these strategies may cost more than they give you in return.

Target your clients
Your existing clients are a group whose interests and concerns you already know. You can “target” them with mailings that speak to them about those concerns. For instance, if they are seniors, let them know how you can help them maintain their mobility. If they are stressed-out parents, tell them that the whole family will feel better if they better manage their stress.

Go where your ideal clients go

To really make an effort to reach a specific type of client, go where they go.

• Are you an active person who likes to be around other sports and fitness enthusiasts?

You can draw those folks into your practice. Contact running stores, cycling clubs and gyms. Does a local gym, sports shop or club mail a newsletter to people on their mailing lists? Ask if you can buy ad space or write an article for it.

• Love to be with seniors?

It’s the same idea. Call or, even better, go to the senior center. See what it would take to offer low-cost brief massage once a month. Put up flyers at the senior center, library, natural food store or other places health-conscious seniors go (always ask permission).

• Are you drawn to the field of pregnancy and childbirth?

Ask if you can post flyers at a gym that caters to women. Or find out who teaches birthing or pregnancy yoga classes and ask if you can offer a lesson on self-massage. Think of classes and presentations as opportunities to have a conversation on how your work makes lives better, and to encourage people to take the next healthy step.

Make your plan

Once you decide who your ideal clients are, brainstorm ways to reach them. Then examine the potential costs of time and money for those ideas. Choose one or more approaches. Start with something small at first, and do a test run.

Always ask, “How did it go?”

Evaluate your results, both tangible and intangible. For example, if you distributed flyers or brochures to a health club or senior center ask yourself how it felt to be there. Did it feel good? Did you like the people you met?

And keep track of the response you get from your outreach efforts. Track if you’ve gained new clients, and if they are the kind of clients you were hoping for.

How about you, dear reader? How have you targeted your marketing efforts, and what kind of results did you get?