Feb 2008 Massage Marketing Newsletter

“From The Massage Table: Marketing and Motivation That Works”

February 29, 2008
Volume IV, Issue 8

Welcome to “From The Massage Table”! My name is Michael Humphreys, cofounder of Help Your Practice.

Each month, From The Massage Table will hit your email inbox with the latest news, special offers and great massage business tips that can help you create the massage practice of your dreams.

Want to make sure you don’t miss an issue? Please add mike@helpyourpractice.com to your address book and keep the spam filters from eating your subscription!

Check It Out: “Instant Massage Marketing”

Imagine if you could take proven massage marketing pieces and just add your own name and contact information…Well, imagine it no more!

Michael has taken some of the most successful massage marketing pieces from his own massage practice to create Instant Massage Marketing.

To learn more about Instant Massage Marketing, go to:
Okay, onto this month’s newsletter!

Monthly Motivational Tip

One of the habits I developed early in my massage career was becoming an avid reader.  I’ve always enjoyed reading and when I studied pre-physical therapy in college, I was bombarded with required health-related reading.  I quickly turned to fiction and self-help reading to add some variety to the constant stack of textbook reading.

Earlier this week, I started reading a book that has been recommended to me by no less than 6 other people I know and trust.  I was maybe 10 pages into “Getting Things Done” by David Allen when I read something that gave me an “A-HA!” moment.

That idea was the number one cause of stress in your work life is being asked to do something which isn’t expected or isn’t part of your job description.

It got me thinking about the many ways which massage therapists are asked to do something which isn’t part of our normal “job” description.

For example:

* Help a regular client get out of pain when we normally do relaxation-oriented massage or energy work for our clients

* Answer questions about a health condition which we are not familiar with

* Fill the role of a professional shrink/life coach/spiritual advisor to a client with a troubled mind

* Try something new like business networking or public speaking to get new clients when we aren’t comfortable doing it

* And many more

Now, I’m not mentioning any of these to put any one down.  I’m merely pointing out that as a health care professional, we are frequently asked to fill multiple roles despite any reservations or limitations we might personally have.

Fill these roles well… and your self-confidence increases and grows.  Try to fill any of these roles and do poorly… and your self-confidence takes a hit.  Then the next time you are asked to fill that role, your personal stress level starts to rise.

Whether we like it or not, life will force us to continue to expand and grow our skills.  As a health care provider, our clients often will look to us for advice.

The challenge is to embrace the roles that we are being asked to fill or refer that client to someone else (like a professional life coach) who specializes in that role.

Realize that you can’t be everything to everybody… and you were never meant to be.  Release stress by allowing yourself to be imperfect.

Focus on being who you are and play to your strengths.

If there’s a new role you want to learn, then study and learn from the people who do that role well.

Become the health care provider that you want to be.  The only person who can hold you back is yourself.

Massage Marketing Monthly Tip

Today we’re going to talk about another way to boost the power of your marketing and ads, so you can enjoy more massage sales: Using the power of testimonials.

One of the key factors that will determine whether a sales letter will succeed or not is credibility. If a sales letter lacks creditability, it will fail what internet marketer Ken Calhoun calls the “B.S. meter.” Every prospect has a B.S. meter and it can sink your conversion rate fast if it’s activated.

Here’s what I mean… Have you ever started reading someone else’s sales letter and found yourself saying to yourself, “Yeah, right.  I don’t believe that at all.”

What happened?

Well, that sales letter failed your B.S. meter.  Chances are, you stopped reading the sales letter and started doing something else… like going to another website.

So how do you prevent your prospect’s B.S. meter from sounding off?

Well, one obvious way is to keep your sales letter believable… especially any claims you make.  If you claim your massage techniques can make them 6 inches taller, you better be able to prove that it will.  Otherwise, you are trying to lie to your prospects… and their B.S. meters will nail you telling a lie.

You need to believable and one of the best ways to offer more credibility is to use testimonials.  In fact, using testimonials are one of the top 3 ways to boost your conversion rates!

Keep these 6 rules in mind when you want to use testimonials.

First, studies have shown that using three or more testimonials will have the strongest impact. If it’s a new product or service, get at least one testimonial.  Put that one on your sales letter until you get two or more testimonials to add.  I tell clients with few testimonials to use either one or three testimonials on their sales letter because two testimonials don’t perform as well.

Second, testimonials from “ordinary” people are more believable than some “famous” people.  Your clients will be able to relate more with an “ordinary” person than a famous one.

Third, the easiest way to get customer testimonials is to ask for feedback.  When customers tell you or email you with their feedback and it’s positive feedback, ask them if you may use it in your marketing.  Get their permission before you use a testimonial!

Fourth, you might need to rewrite the testimonial for the customer.  If a customer gives you a generic feedback like “Joe, I think your massage is great” then ask them to tell you why they think it’s great.  The more specific the testimonial is, the more believable it will be.  Send the original and the revised testimonial to the customer.  Ask them which they like better and get their approval to use the testimonial.

Fifth, list the testimonial giver’s full name, not initials.  You also need to use their city and state.  If they are not from the U.S., then you need to list their city or province and country.  If the customer is concerned about privacy issues, then put the testimonial down as either their full name with no city/state OR first initial and last name.

Finally, turn part of the testimonial into a headline for the testimonial.  If there isn’t an easy way to do it for a testimonial, then use a headline like ‘Here’s what one customer told us about Joe’s Medical Massage…’

Got Feedback Or A Success Story You Would Like To Share?

Drop Michael an email at mike@helpyourpractice.com and tell him now.

That’s all for this month. I look forward to talking with you next month.

Seize the Day,

Michael Humphreys

Help Your Practice

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Please forward this newsletter to them and help share the wealth! Better yet, use the Recommend Us page on our website and tell them about Help Your Practice.

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