August 2005 Massage Marketing Newsletter

Help Your Practice Newsletter

August 16, 2005

Volume II, Issue 2

Hello,

Welcome to the Help Your Practice Massage Marketing Newsletter! My name is Mike Humphreys. Along with my business partner Eric Mitchell, we are here to help your journey to business and life success.

Each month, we will be coming to your email inbox with the latest Help Your Practice news, special offers and great business tips that can help you create the massage or fitness practice of your dreams.

Do you know someone else who would enjoy reading this newsletter?  Please forward this newsletter to them and help share the wealth.

Now Available: Help Your MASSAGE Practice
“The Printed Version”

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.

For more information about Help Your MASSAGE Practice, please click here: http://www.helpyourpractice.com/help_massage.html.

Goal Setting Monthly Tip *** By Eric Mitchell

Last month, we talked about Self-Confidence. This month we are going to focus on Slumps. We all have them and they can tie directly into our Self-Confidence.

Massage Therapists are in a unique position to help people each and everyday.

However, we all have felt the crunch of negative energy from clients. The negative energy that stems from other people’s bad days can have a cumulative effect on a therapist’s psyche.

The inevitable Slump occurs where the negative energy, from clients, saps your physical and mental drives. You find that you begin to question why you are indeed massaging people in general. You need not fear the Slump.

Instead, face it with the determination that has brought you to become a therapist in the first place. You must understand the natural ebb and flow of the business.

You need to take a step back. Take a deep breath, because with every amount of positive energy there will be some negative energy. A Slump is a learning experience that all therapists and trainers will encounter. The key is what you do to push out the negative energy and turn to the positive.

Monthly Massage Marketing Tip *** By Michael Humphreys

This month, I’m going to share with you a powerful massage practice building strategy.

Let me start first by asking you an important question:

“Do you know how much you can spend to acquire a new massage client?”

I realize this question may seem a little strange to you, but please be patient and you will see what I mean by this.

One of the most important massage practice building items to learn is what the lifetime value of a client (L.V.C.) maybe.  This is the average amount of money one of your clients will spend with you while they remain a client.

While most marketing professionals recommend focusing on the long-term value of a client, I recommend using the yearly value of a client to determine if your marketing is paying for itself.

Here is an example:

An average massage client spends $70 per appointment, comes in twice per year, and remains a loyal client with you for 5 years. $70 X 2 yearly appointments = $140 per year (or $700 in 5 years)

This is what your average massage client does.  What about your most frequent massage clients?

$70 X 50 yearly appointments = $3500 per year (or $17,500 in 5 years)

Okay, so we have looked at some massage practice numbers.  What does that mean for the lifetime value of a client and what you can spend to acquire a client?

First, you could spend, as much as $700 to acquire a new client and within 5 years, that twice per year, massage client will have repaid your initial expense.

We don’t recommend you spend that much money just to acquire a new client!

Second, if you run a poorly written advertisement, you could spend a lot of money and get just a few new clients.

Don’t think it could happen to you?  It has happened to many of us.

For example, Joe ran a badly written advertisement in a coupon mailer like ValPak or Money Mailer.  He spent $400 for 1 mailing to one group of 10,000 people and each ad had a $10 off coupon for their first visit.  He got 1 new client.

It cost him $400 to gain that new client.

Ouch!

So the key to running any type of advertisement is to make sure it is written very well so that you acquire the most new clients for your advertising investment.

Sidebar: There are a number of excellent books and resources through the Internet on learning to write advertisements and marketing pieces well.  While we do go into some depth on this topic in both the standard and deluxe versions of Help Your MASSAGE Practice, it is not the only topic we cover in this massage practice-building book.

If we use the previous example of a ValPak mailing and Joe ran a well-written ad, this time he got 7 new clients.  It cost Joe about $57 for each new client.  Those 7 new clients paid $60 each ($10 off your normal $70 fee), so Joe got $420 in sales. After Joe paid for his ValPak advertisement, he made $20 upfront.

Now keep in mind, these examples don’t count any follow-up appointments that the new clients scheduled.  These examples are for one appointment only. I did a Money Mailer mailing once where I only got 2 new clients.  But both of those new clients scheduled at least every 2 weeks for about 2 years.  So obviously, it was a profitable mailing in the long-term.

Most massage therapists correctly identify one part of successful marketing:

They focus on marketing as inexpensively as possible. This is always a good starting point or marketing base.  But if you focus strictly on marketing or advertising cost, you eliminate many marketing options that can produce new top-quality massage clients.

I recommend that you try to do three things:

1. Maximize the number of responses your marketing gets by using well-written materials.

2. If you cannot afford to pay for well-written marketing materials, learn how to write your own marketing so it performs well for you.

3.When you using marketing or advertising you create yourself, start with inexpensive marketing like fliers or postcards and test a small group at a time.  For example, do 200 fliers and track your results.  If your marketing produces a 2% response or higher, try running that marketing piece somewhere else like a small newspaper ad. If you are acquiring top-quality massage clients who have the financial resources to pay for regular massage, you can afford to pay more than you initially thought to gain them as a client.

Got A Success Story You Would Like To Share? Want To Tell Us
How To Help You Improve Your Massage Practice Even More?

Please take a few minutes and send Michael an email at mike AT helpyourpractice.com.

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

Have An Excellent Day,
Mike Humphreys

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