April 2006 Marketing Newsletter

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

April 20, 2006
Volume II, Issue 10

Welcome to the latest Help Your Practice Massage Marketing Newsletter! My name is Michael Humphreys, cofounder of Help Your Practice.

Each month, Help Your Practice will be coming to 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.

I have a couple quick points before we get into this month’s newsletter.

First, based on reader feedback I’ve changed the name of the monthly newsletter to “From The Massage Table: Marketing and Motivation That Works” or just “From The Massage Table” for short.

Because Eric and I have created a massage therapy newsletter that focuses on both marketing and motivation, I believe the new title is more appropriate.

Next, on a personal note, my wife Sarah and I are expecting our first child sometime within the next month. We don’t know if it will be a boy or girl, and don’t care, as long as it’s a healthy baby. Right now, the doctor is predicting the baby will be at least nine pounds, so I’m hoping for a SHORT delivery time for my wife. <smile>

I put together a very basic website, initially for friends and family, to see the baby’s progress.

My wife and I have found that the website has been a huge help with friends and family who live out of state and want to see how Sarah is progressing through her pregnancy.

If you or someone else in your family is expecting, putting up a basic website is a great way to keep your loved ones “in the prenatal loop”.

Since Sarah and I are now doing the normal slew of prenatal doctor appointments and other baby related tasks, it may take me a bit longer to answer emails and so on for a couple months.

Okay, now let’s get into this month’s newsletter!

Now Available: Instant Massage Marketing

Discover how to generate loads of new clients by using proven massage marketing pieces…

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, please click here…

Motivational Monthly Tip
By Eric Mitchell, C.S.C.S.

Hey Everyone!

We hope you had great Easter and Passover holidays.

Last month, we talked about Good Health. Now we let’s get back to talking about business.

This month, we are going to talk about Management. Now, you may be thinking, I don’t have any employees so why would I have to worry about Management?

The truth is, you do need to think about it because you are the Management of your business!

You run every aspect of your business. You are the employer, the employee, the accountant, the billing agent, the marketing director, and so on…

Ask Yourself These 3 Questions:

1. What tasks am I working on now or should be working on now?
2. How well are those tasks getting done?
3. Do I end my day with a sense of accomplishment or trying to
think about what I should have accomplished that day?

You see, in order to juggle every role that comes with being a business owner, you need act as if you are the Management for all of those roles.

I know you probably have heard this before.

But the word Management goes even further.

Management means keeping track of your time as a business owner. You must organize your day to be as efficient as possible. You need to set goals and work on accomplishing them.

Say your goal is to create a flyer and distribute 200 of them in your area. To accomplish this goal, you must:

Manage your time effectively.
Manage your resources like using a home computer and design software.
Decide if you will create the flyer yourself or pay someone else to create it for you.
Manage your tasks so you write the flyer and distribute around every other item on your “to do” list or in your appointment book.

Management goes far beyond wearing a suit or sitting in a corporate office. In order for you to keep a high level of success in your business, you must recognize that you are the Management that keeps YOUR business alive.

About the author: Eric Mitchell is a speed & conditioning specialist and co-founder of Help Your Practice. When he’s not busy running his speed performance center, Eric write this monthly column.

Monthly Massage Marketing Tip
By Michael Humphreys, N.C.T.M.B.

Since Mother’s Day is just a few weeks away, this month’s massage marketing tip will focus on how to make this holiday a big success for your massage practice.

It’s has been my experience that Mother’s Day is becoming a big holiday to sell gift certificates. I believe this is the case for two main reasons:

1) People get tired of giving flowers and a card for Mothers Day every year;

2) Some Moms will ask for a gift certificate instead of having a Mothers Day dinner in a crowded restaurant. This is the case with both my mother and mother-in-law…they hate going to a crowded restaurant!

Mothers Day is all about Mom and recognizing all of her hard work and effort for being a parent. So focusing on some type of pampering package can be quite effective.

I’ve packaged a massage gift certificate with a relaxation CD with good results. Another year, I sold a gift certificate and a gift basket with bath salts, fine soaps, and essential oils.

Since storing the gift baskets can be space consuming and ties up your own money until they are sold, I suggest striking a deal with a local merchant who makes up the baskets. You can use one basket with your gift certificate as a display model and take “pre-orders”.

If you prefer to use only services that you offer, this can be a winner too. It’s also a great way to introduce current and future clients to other professional services that you offer.

If you are looking for a fast redemption on your gift certificates, I suggest you offer summertime friendly services. Stay away from services like hot stone massage or paraffin hand treatment which aren’t as popular in the hot summer months. A soothing Swedish massage can be a hit with some stressed out moms.

If you are trained in sports massage or deep tissue massage techniques, these can be popular during the summer months for any moms who are busy with outdoor activities like gardening and hiking.

One year, as an experiment with offering summertime “unfriendly” services, I offered a bundled package of a one-hour massage and paraffin hand treatment, for the price of the one-hour massage. Half of the buyers declined the free paraffin treatment and the rest of the paraffin gift certificates were not redeemed until the fall and winter. It was still a profitable effort, but I did not sell as gift certificates as offering other package deals for Mothers Day.

How To Promote Your Mother’s Day Special

I recommend starting with signs in your massage office.

If you have a bundled package that you can put on display, do it.

Do a mailing to everyone on your list, including your female clients. I have seen more than one husband come into my massage therapy center, with the postcard addressed to his wife, to buy the Mothers Day package. I’ve also received phone orders from female clients who decided to get the special deal for their own mother, a close friend, or even a co-worker.

Advertising can work to draw new clients, but track your results carefully. If the advertising doesn’t generate enough sales to cover it’s cost, then you’ve wasted money. Of course, if your ad attracts new clientele who become loyal, repeat customers, then in the long-term, the ad will have been a profitable marketing effort.

Professionally, I have never gotten good results from advertising around Mothers Day. Most of the print media in my area would either arrive too early or arrive after the holiday. And the local newspapers would be flooded with “Mothers Day Specials” from a variety of businesses.

That does not mean that every massage therapist will experience the same results from advertising for Mothers Day that I did. I’d suggest if you want to run an advertisement, to err on the side of caution and run a small ad. Track your results, both phone inquiries and actual sales, to discover your own results.

The bottom line is doing some type of promotion for Mothers Day this year. Your bank account and your clients will thank you!

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

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

That’s all for this month. On behalf of Eric, we’ll look forward to talking with you next month.

Seize The Day,

Help Your Practice

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