Aug 2008 Massage Marketing Newsletter

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

August 31, 2008
Volume V, 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.

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:
Check Out Instant Massage Marketing

Okay, onto this month’s newsletter!

Monthly Motivational Tip

One of my favorite ways to stay motivated is to read the biographies of successful people.  Some of them have had to overcome tremendous adversity in their lives to get to where they are.

So this month, I thought I’d share a bit about one of them, Lee Iacocca.  If you’re looking for a great biography to read, you’ll be hard-pressed to find a better one than Iacocca’s which is simply called Iacocca: An Autobiography.
After finishing college, Iacocca joined Ford Motor Company in 1946 and after working briefly in engineering, he asked to be moved into sales and marketing.  That’s where his career started to rise.  In 1956, Iacocca gained national recognition as a local district sales rep with his then ground-breaking “56 for 56″ campaign.  It offered $56 monthly payment loans for 1956 model year cars. That campaign went national and Iacocca was asked to join the main division of Ford where he quickly moved through the ranks.  On October 15, 1964, his 40th birthday, Lee became the President of the Ford Division.

Iacocca was involved with the design of several successful Ford automobiles, like the Ford Mustang, the Lincoln Continental Mark III, and the Ford Fiesta.  He was instrumental in the introduction of the Mercury Cougar and Mercury Marquis.

As a “mover and shaker” in the Ford Motor Company, Lee was responsible for a number of positive innovations.  However, during his time as the president of the Ford Motor Company, he frequently clashed with Henry Ford II, who was the largest shareholder and chairman of the board of Ford Motors.  In 1978, those clashes reached the point of no return and Iacocca was fired by Henry II, despite Ford Motors posting a $2 billion profit for the year during Iacocca’s presidency.

After being fired at Ford, Lee was quickly offered the position of president at the Chrysler Corporation, which was in danger of going out of business.

Iacocca joined Chrysler and quickly learned how big of a mess he just stepped into.  He began to worry that maybe Chrysler couldn’t be saved.  Fortunately, his wife Mary was listening to Lee’s private worries and knew exactly what to say.  She told him maybe Henry Ford II was right: Maybe Lee didn’t have what it took to run a major automobile company.  Maybe Lee should just stick to marketing after all.

Well,that got Lee really mad — and then he got motivated to prove all of the critics (like Ford) wrong.

He rebuilt the entire Chrysler company from the ground up, laid off workers, and sold off Chrysler’s European division which was losing massive amount of money for Chrysler.  Then Lee focused on building his core team by bringing in former associates from his from Ford Motors.

Realizing that the company would go out of business if it did not receive a significant amount of money to turn the company around, Iacocca approached the United States Congress in 1979 and asked for Congress to guarantee the loan in the event that Chrysler failed to repay it. At the time, it was considered an unprecedented move, but Iacocca pointed to the government bailouts of the airline and railroad industries, arguing that more jobs were at stake if Chrysler went under. In the end, Iacocca received the loan guarantee from the government.

After getting additional financing in place, in 1981 Chrysler released the Dodge Aries and Plymouth Reliant.  After the oil crisis of the 1970s, these small, efficient and inexpensive, front-wheel drive cars sold rapidly.

Just two years later Chrysler one of Iacocca’s that Henry Ford II refused to green light at Ford Motors and launched it.  Since then the Chrysler minivan has become one of Chrysler’s biggest selling product lines ever and one of the automobile industry’s biggest sellers.

Because of these three cars, and the reforms Iacocca implemented, the company turned around quickly and was able to repay the government-backed loans seven years earlier than expected.

Lee Iacocca succeeded for a number of reasons.  Probably two of the biggest ones were having a set of business goals to go after and the persistence to keep going after them — even when times were tough.

Ask yourself: What are your business goals?  What are you doing to pursue them each and every day?

Massage Marketing Monthly Tip

Today we’re going to talk about another way to boost your sales: Using the power of testimonials.

Now testimonials can be used in a variety of different marketing, advertising, and sales pieces that you use to promote your business.  For this article, I’m just going to use the word sales letters as a catch-all phrase for all of the above.
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 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 pain-free, 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 — a surefire way to get more clients and make more sales!

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. Use 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.  I say some “famous” people because there are celebrities who toss out tons of testimonials – strictly to promote their own name.  When you see some famous celebrity claiming that yet another product or service “is the greatest thing he’s ever seen”, it’s not believable.

Third, the easiest way to get customer testimonials is to ask for feedback.  When customers 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 product 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 Marketing Machine…”

For specific examples of headlines for testimonials, I’d suggest you go to this website address to see some good examples: http://www.helpyourpractice.com/help_massage.html

It’s the sales letter for Help Your MASSAGE Practice.  If you scroll down towards the bottom of the letter, you will see that I use both types of testimonial headlines there.  Feel free to study them so you can craft testimonial headlines for your own sales letters.

To your success,

Mike Humphreys

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

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

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