December 2009 Massage Marketing Newsletter

December 22, 2009

Seasons Greetings!

I’ve decided to write a full newsletter this month for two reasons. First, I’ve been able to carve out a bit more time than usual than I had initially expected. Second, I also wanted to make a public acknowledgement of the passing of one of my mentors — a man who is deserving of way more than a quick comment.

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

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 AT helpyourpractice DOT com to your address book and keep the spam filters from eating your subscription!

Now Available: 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, please click here.

Monthly Motivational Tip

On December 5, 2009 I learned that Jim Rohn had passed away at the age of 79. In my opinion, the world has lost a wonderful man.

I was devastated when I got the news. Weeks later, I’m still saddened by his passing.

Since then I’ve learned that for over 18 months, Jim battled Pulmonary Fibrosis before finally losing the battle.

Despite being very ill, many people have spoken publicly that Jim never lost faith or his constant positive spirit. It’s the same spirit which has influenced millions of people for the last 46 years.

While I never spoke to or met Mr. Rohn, I was one of those lucky ones who found life-changing wisdom in his teachings.  Many times, when I was stressed out by life, I found wisdom and inner peace simply by listening to one of Jim Rohn’s CDs or reading one of his articles.

Motivational guru Anthony Robbins credits Jim Rohn as being his mentor. Self-help author Brian Tracy recently said “There are a lot of speakers who have similarities to other speakers, and many times people can get them mixed up. But not Jim. There is nobody like him in the world. There is – and always will be – one Jim Rohn.”

Unlike many other motivational speakers, Jim Rohn wasn’t a ‘rah-rah’ type of person. Instead, he was better known as a business philosopher… the type of person who was sharing timeless wisdom that rings true for everyone who was willing to listen.

I’d like to share a few quotes of Jim Rohn’s that really show how powerful yet “simple” his advice could be.  They are courtesy of Jim’s Treasury of Quotes book which I highly recommend.

Skills: “Don’t wish it were easier; wish you were better. Don’t wish for less problems; wish for more skills. Don’t wish for less challenges; wish for more wisdom.”

Change: “We generally change ourselves for one of two reasons: inspiration or desperation.”

Success: “Success is what you attract by the person you become.”

I could talk for hours about everything I’ve learned from Jim about life, relationships, and business philosophy — but I won’t.  I realize not every subscriber would want to read about Jim Rohn’s teachings for hours.  For those of you do want to learn more about Jim Rohn, you can find a number of his articles on his website

My heart goes out to the family of Jim Rohn for their loss.  Jim Rohn… I will miss him greatly.

Massage Marketing Monthly Tip

Since we are heading into the holiday season, I wanted to give something special to all of our subscribers.

So in the spirit of giving, here’s an excerpt from the deluxe version of Help Your MASSAGE Practice. It’s an even dozen tips massage marketing tips, shared from the chapter of 81 additional MASSAGE Practice Marketing Tips.

Without further ado, here’s a dozen fresh ideas to help you get your marketing juices going:

1.  Develop a Unique Selling Proposition, or USP. A USP tells any prospect why you are the best choice for their needs.  Use your USP to stand out from the pack!

2.  Don’t be cute or creative in your marketing or advertising. The purpose of your marketing or advertising to create a new client, not create a laugh.

3.  Keep the creative graphic artists away from your marketing and ads. Words sell, graphics on their own rarely do.

4.  If you offer the same service, same offers, and features as another massage therapist, the prospect will consider one of you to be unnecessary. A classic example is your local Yellow Pages…everyone’s ad looks the same!

5.  Pick a specialty or niche. Specialists are more valuable, sought after, and paid more than a generalist.

6.  A general practitioner usually needs up to 20 times more money to properly market their practice than a specialist. Why?  They have a lot more people they need to reach to find each new client.

7.  Pick a strong, positive name for your business that accurately communicates what you offer or what you do. If your significant other can’t say your business name with a straight face, you need to come up with a new business name.  If your clients can’t tell a friend where they go for a massage without making someone laugh, head back to the drawing board for a new business name.

8.  Skip the “hands” reference in your massage business name. We can’t tell you how many massage therapists we’ve seen with business names like:

Cloud Hands            Power Puff Hands        Healing Hands
Helping Hands        Strong Hands            Tranquil Hands

Are you saying your “hands” are the same as every other set of “hands” in your town or city?

9.  Focus on giving clients what they “want” and not what they “need”. They want a great massage.  They may need to relax more, decrease pain, eliminate muscular spasm, and so on.  “Wants” sell…”needs” wind up on the bottom of their “to do” list.

10.  Use comparisons that favor your business. If you have 17 years of experience, mention it in your marketing.  If you have office hours at night and most of your competitors don’t, you better mention it in your marketing.

11.  Create a sense of tremendous value in the minds of your clients. If your client feels they are getting $200 worth of value from your service, they won’t complain about paying you $100 for one hour of your time.

12.  Never aim to be the lowest priced massage therapist in town. There will always be someone who will be able to go cheaper.

That’s all for now. I look forward to talking with you next month.

Happy Holidays,

Michael Humphreys

Help Your Practice

P.S. The feedback on the Holiday Special for the fr*ee deluxe upgrade on Help Your MASSAGE Practice has been overwhelmingly positive. Due to numerous subscriber requests and the fact that my family is hosting a Christmas Eve get-together — which I had forgotten about and my wife kindly reminded me of — I’m going to extend the Holiday special from December 24th until December 30th at 10 p.m. EST.   You can get the full scoop by going here:

P.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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