August 2006 Massage Marketing Newsletter

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

August 25, 2006
Volume III, Issue 2

Welcome to “From The Massage Table”! 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.

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

Now Available…
Keeping In Touch: Massage Client Newsletters

What marketing tool can generate more repeat business, attracts new referrals, reactivate old clients and even promote gift certificate sales?

The answer is sending out a well-written massage client newsletter!

For over 4 years, I created my own massage client newsletters for my massage therapy center.

Now you can get your own copy of “Keeping In Touch: Massage Client Newsletters” to use in your own massage practice.

For more information about Keeping In Touch: Massage Client Newsletters please click here:

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Goal Setting Monthly Tip

Note: Eric Mitchell is currently on a well-earned vacation, so I’ve written the motivational tip this month.

In my quest to create my own successful massage business, I have made it a point to study and try to learn from other successful people – even those who become successful in other walks of life besides massage therapy.

One of the keys to success that I’ve discovered is developing the ability to be able to deal with massive levels of frustration. In fact, developing this ability can make or break your chances of success in any industry and in other walks of life too.

Don’t believe me? Here are some examples of famous people who have had to overcome massive failures at one point in their life, before they were able to reach success.

Example #1:

Cut from his junior high school basketball team, he vowed he would never get cut from a basketball team… one of the NBA greatest players ever, Michael Jordan.

Example #2:

He received a C- on his master’s thesis paper. The professor told him that the idea he wrote about in his thesis was stupid and it would never work… Fred Smith of Federal Express.

Example #3:

He was told that he talked funny, look funny, couldn’t act, and was fired by more than one movie agent. After writing his own screenplay, he was told that he would not be allowed to direct his own film if he insisted on starring in it. He ran out of money while trying to find a movie studio to finance his dream and sold his dog to a friend for grocery money… That was Sylvester Stallone before he directed and starred in his mega-successful movie Rocky. (Stallone later bought his dog back for $20K and a small part in the Rocky movie for his friend).

Some people call it perseverance. Others call it being thick-skinned. I call it the “will to win”.

Let me give you a very real example of
another massage therapist I know…

I have a good friend and business ally who I’ll call Jeremy to protect his privacy.

Jeremy decided in his mid-40s to make a career change and become a massage therapist. Since both of his kids were grown up and massage therapy sounded like a great way to help other people get out pain and feel better, Jeremy decided to enroll in massage school.

After finishing massage school Jeremy decided that he really wanted to start his own massage therapy and wellness center. In order to raise the money to do so, Jeremy sold his house and used all of his life savings too. After countless delays with construction being done, dealing with zoning issues, and hiring staff, Jeremy was ready to open his massage center.

Jeremy ran a few ads, hung up the party streamers, and had his grand opening to announce his massage and wellness center to the world.

Unfortunately, almost no one showed up for the grand opening!

Jeremy had a huge problem. He had invested his life savings and even sold his house to start his massage center. His daughter had even left her previous job to become his office manager.

The business was off to a bad start after the grand opening. He had no clients for his staff of therapists or even for himself. It was looking like Jeremy’s massage center was going to fail, before it ever got started.

Did Jeremy call it quits?

Heck no!

Despite being massively frustrated, Jeremy focused his efforts on getting people in the door for massage therapy.

Now, it wasn’t easy and Jeremy had to work a lot of hours, but Jeremy was able to turn that business around. He was able to create the successful massage therapy and wellness center of his dreams!

Jeremy’s massage center recently celebrated getting its 10,000th new client. After 11 years, Jeremy’s massage center is still growing stronger and stronger

So the next time you’re feeling frustrated, remind yourself that success may just be right over the next hill. Instead of giving up, focus your efforts on getting better at overcoming the obstacles in your path. Take charge!

Monthly Massage Marketing Tip

This month’s massage marketing tip is going to focus on how to generate new business from an unlikely source: Car Dealerships.

When I owned my massage therapy center, one of the first summertime marketing tactics that I used was with a local luxury automobile dealership. Auto dealers are constantly on the lookout for competitive edges that will allow them to keep existing customers and attract new buyers too.

One way that they can get their existing customers to buy again and again is to offer free Customer Appreciation Days. These events typically offer things like free car washes, free food, free manicures… and even free chair massage!

When I found out that the local luxury dealership did a regular Customer Appreciation Day, I put together a sales letter and mailed to the general manager of the dealership. In that letter, I gave a detailed explanation of how my massage company could help make his customer appreciation day a big hit.

Within a week I received a phone call from his personal assistant, and we scheduled the event.

Auto dealers, especially for new vehicles, have really deep pockets. So when I quoted them $300 to have two therapists come out and do chair massage for couple hours in one day, they gladly paid my fee and added in a 15% tip for the therapists.

At the event itself, we did a raffle for a free one-hour gift certificate. People, who wanted to have a chance to win, had to put their contact information on a slip of paper and drop it into the fishbowl. One lucky winner was picked at the event, and they announced their name over the public address system. I was able to give them the gift certificate in person, while a photographer took a picture of me handing the gift certificate to the winner. It turns out that the photo was for the dealership’s client newsletter!

The rest of the people who entered the contest, but didn’t win, received a special offer from my massage business in the mail.

This event was such a big success, that the dealership rebooked for us for the next year. They continued to rehire us to provide chair massage for their annual event until several years later when the dealership was sold to another company. That company decided to converted the luxury car dealership into a low-cost auto dealership. I honestly believe if the original owners had not sold the dealership, this win-win relationship would have continued for many more years.

Look in your area for any new car dealerships, especially ones who cater to an upscale clientele.

Get the name of the general manager and send them a personal letter, telling them how you can help their next customer appreciation Day or special event be even more special.

Not confident that you can write a winning sales letter? No problem!

Simply attend one of their special events in person. Use your networking skills to meet the general manager and make that professional connection. Once you’ve made the professional connection, it’s a lot easier to attract new business.

In our massage practice-building manual Help Your MASSAGE Practice, we have dedicated an entire chapter on business networking for success. Co-author Eric Mitchell shares how he has used networking to build his ultra-successful personal training business. In addition, I share how I used networking with other health care professionals to attract new business.

Think about how you can reach the decision makers at your auto dealership. Share with them how you can help their business look great in their customers’ eyes.

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, we’ll look forward to talking with you next month.

Take Charge,

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.

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