Aug 2007 Massage Marketing Newsletter

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

August 28, 2007
Volume IV, Issue 2

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.

Opening Thoughts:

Back in 2004, I started Help Your Practice with Eric Mitchell, an ultra-successful personal trainer and athletic performance expert.

As time went on, Eric’s offline business kept growing and growing to the point where he decided to partner with 2 other people and develop a full-featured speed and conditioning center. Then in 2006, Eric and his partners opened a second training center.

Each month, it became harder and harder for Eric to find the time to write for this newsletter and do so within normal publishing deadlines.

Starting with this month’s issue, Eric will no longer be writing the motivational piece. Instead, I will write either a motivational piece or offer a similar piece.

Eric’s contributions over the past 3 years will be missed but will not be forgotten.

Now Available: Help Your MASSAGE Practice

Over 200 pages of no b.s. information that you need to build the massage practice of your dreams. We take you by the hand and walk you through, step-by-step, how you can build a successful massage practice.

To learn more about Help Your MASSAGE Practice , please click here.

Okay, onto this month’s newsletter!

Not A Subscriber Yet? Get Every Back Issue
By Signing Up For Your Free Subscription Now!

FREE Massage Marketing Newsletter
From The Massage Table“!

Name:
Email:


Your email is never shared! There’s no games, no b.s., or no obligation. Every
email contains a one-click unsubscribe option. You can unsubscribe at any time you may wish.

Monthly Motivational Tip

This month, we are going to talk about Taking Action. Now, I’m not just saying that for the sake of spouting out a cliche.

I’m telling you to Take Action because many therapists fall into a bad habit called Paralysis By Analysis. Quite simply, it means they focus all of their attention and time on trying to come up with the “perfect” solution.

They could be trying to find the “perfect” office… the “perfect” way to attract more clients… the “perfect” way to get more repeat business… etc., etc., etc.

The problem is, if you spend all of your time trying to get it perfect, then you never take ACTION.

It’s Ready, Fire, Aim.

You fine-tune once you have started. Airplanes do it everyday. They may take off in New York heading towards Paris. The pilots will make numerous course corrections based on things like wind resistance, altitude, speed, and so on.

If a plane just takes action by lifting off and makes it’s corrections mid-flight… then what is holding you back from taking action too?

Ready. Fire! Aim.

Massage Marketing Monthly Tip

This month’s marketing tip is going to share a little secret that a few of my competitors will send me hate email for revealing. The thing is, that doesn’t worry me. It also gives them something to do for a change. <joking>

When it comes to marketing, there’s very few original ideas. To quote one famous marketer, “Pioneers and trailblazers come back with arrows in them. It’s much better to be an innovator instead.”

In fact, many of today’s hot marketing ideas originated in the early 1900′s in offline advertising and marketing.

Let me give you a few examples that I’m sure you have seen before:

Example #1: Give out product samples to prospects. If you are a service professional like a massage therapist, you give out “mini-massages” instead to demonstrate your hands-on skills.

Answer: The marketing idea known as sampling was created in the early 1900′s by a man named Claude Hopkins. He created the idea of samples because he was hired to help a company sell it’s line of toothpaste.

Example #2: You go to a website and in order to get a free item, you have to give them your contact information like your name and email address. That item might be a report, ecourse, or an audio/video clip.

You get a series of emails that share information and might also promote a product that they are selling. A good example of this is my 5 Days To Massage Success e-course that I offer through Help Your Massage Practice. (http://www.helpyourmassagepractice.com)

Answer: This is known as lead generation marketing. This type of marketing became popular in the 1970′s with classified ads offering a free report on some type of home-based business. The targeted prospect then gets a series of mailings that attempt to sell them one or more products.

“Okay Michael, What’s Your Point?”

My point is, you need to start a marketing idea file. Professional copywriters and marketers call it a swipe file. When they need an idea for a marketing piece that they are doing, they can look at other ads or marketing pieces they have in their file to help get their creative juices flowing.

Even professionals know that they don’t have to create a brand new idea everytime. They don’t need to invent a brand new wheel each time they write a marketing piece. They can borrow an idea from one industry and use it in another.

Let me give you an example.

Years ago, I was in need of a unique referral system to use with financial planners. The problem was financial planners can’t take financial compensation for making referrals… otherwise, it’s considered a kick-back and they are in deep trouble.

So I borrowed a referral idea from the pharmaceutical industry. At that time, they had a similar dilemma in terms of medical doctors where doctors couldn’t directly accept thank you gifts from them.

What did they do?

Well, they used gifts that could be given to friends or family members of doctors instead.

So for the massage industry, I gave my financial planners a “referral tab” for a friend or family member. Each time I got a referral from them, that referral tab received a credit.

Their friend or family member was able to use those credits towards discounted or even fr*ee massage appointments.

Another way professionals use their idea file is when they are writing a marketing piece and need some help with the headline.

They “swipe” a headline from another marketing piece and rework it to meet their needs. (Note: while the professional term is “swiping”, it is not plagiarism. It’s not copying it word for word. It is creating your own headline that is similar in grammar or structure to a successful headline.)

In the deluxe version of Help Your MASSAGE Practice, I cover the skill of creative swiping headlines in much more detail. But for now, just know that it’s a creative short-cut to writing better performing headlines.

“What Do You Put In Your Idea File?”

I recommend starting separate files for offline and online marketing. What works for online marketing doesn’t always translate well to offline marketing.

Most massage therapists will save marketing that they like which promotes other therapists.

That’s a big mistake. You need a broader pool of creative ideas to draw from. In addition, all of your comptetitors are borrowing their marketing ideas from each other.

Eventually, every massage business in an area is using marketing that looks and sounds the same. When a prospective client can’t figure out which massage business is best, then they resort to making a decision based on price.

Each time you see marketing that “wows” you,
save a copy of it in your idea file.

Label it with a separate piece of paper and list what you really liked about that piece. Really focus on marketing and ads you see for other industries.

For example, I have a postcard from a plumber in my idea file that is extremely well-written. If I ever was stuck for an idea on a writing a new postcard marketing piece, the plumber’s postcard might be one of the first ones I’d take out and look over again.

Organize your file so it’s easy to find what you are looking for. I have stuff sorted by a variety of topics. For example, here’s 4 of the topics I have stuff sorted by:

    Great Headlines
    Great Marketing Ideas
    Service Business Ideas
    Product Business Ideas

The next time you sit down to write a marketing piece, you can borrow ideas from your idea file. Give it a try — your bank account will thank you!

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

Use the ‘Contact Us‘ Form and tell us about it!

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

Seize The Day,

Help Your Practice

P.S. Do you know someone who would enjoy reading this newsletter?

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.

Leave a Reply