Jan 2007 Massage Marketing Newsletter

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

January 29, 2007
Volume III, Issue 7

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.

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!

Opening Thoughts: This issue is almost a week late getting sent out. The delay has been entirely my fault — I’m completely swamped with consulting work lately. Plus my 8-month-old daughter has started crawling and exploring… so this dad is spending plenty of time chasing an infant around the house!

One thing I’ve started to do is delegate or outsource certain tasks to free up some of my time.

Ask yourself – how much is your working time worth? The easy answer is whatever you charge for an hour of massage therapy. Find people who do great work, charge less for their time than you do, and hire them to delegate a task to.

Take my massage marketing blog. Based on reader feedback, I’m not the only one who thought it needed a visual facelift. Well, I found a great guy named Thom who has upgraded the look of my blog and installed all kinds of great plugins – including an anti-spam filter!

Even better, Thom saved me a lot of time. I didn’t have to learn how to modify a WordPress template. I didn’t have to research what the best blog tools or plug-ins were to add to my blog. I didn’t have to fiddle with HTML or any other web-tecchie stuff to make my blog look more professional and updated.

Nope, I didn’t have to do any of that. I just hired an expert and let him do a better job than I would have. And he did it faster than I could have.

Ask yourself: what business building tasks can I outsource or delegate to someone else? Are there any tasks that I don’t like doing that I could pay or barter with someone else to do for me?

For example, I did a barter with a client who was a professional secretary for several years. She would do several hours of typing every week for me. In return, she’d get a one-hour massage.

Coming Soon: “Bootstrap Your Massage Practice”

Look for a big announcement on this product within the next couple of weeks.

Okay, onto this month’s newsletter!

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Monthly Motivational Tip

Hello, it’s Eric Mitchell, cofounder of Help Your Practice, with this month’s motivational tip.

I hope 2007 has started off in the right direction for you. This month I wanted to talk about a word that everyone is familiar with: Leader.

What comes to mind when you see this word?

Most people would think of famous people in history. Some people would look to the sports arena to find a Leader. However, for the sake of your business we want you to think of yourself as a Leader.

A great Leader is one who provides the springboard within their business. They use that springboard to propel their team forward into action and towards their business goals. A Leader knows how to motivate each member of their team. They recognize that sometimes a pep talk is needed and other times, offering a sympathetic ear is needed instead.

The mark of business greatness is one that provides Leadership. You become a true Leader in your massage specialty. Become a leader in your community. You set examples for others as to how a leader should be.

We are inundated with negative images of bad business leaders. We need not look very far for the lack of integrity in today’s business world. You have opportunities to be a Leader who operates on a greater level.

You truly determine what kind of Leader you want to be.

About the author: Eric Mitchell is a speed & conditioning specialist and co-founder of Help Your Practice. When he’s not busy running his speed & top -performance centers, Eric writes this monthly column.

Massage Marketing Monthly Tip

This month’s marketing tip focuses on one of the most overlooked massage marketing concepts. It’s a concept that is frequently dismissed because it is mentioned so often. The textbook phrase is “Unique Selling Position”. I like to call it “Positioning Your Massage Business to Succeed”.

For many readers, just mentioning Unique Selling Proposition, or USP for short, causes your eyes to glaze over. It’s real easy to dismiss this article and say that you already know about USPs. And chances are, most of you would be making a wrong assumption.

You see, I thought that way for many years myself too. It took many years of struggling to create a full-time massage business before I realized what a huge mistake I was making. It took me hearing about USPs from countless marketing experts before I finally “got it”.

I was so worried about getting massage clients that I didn’t care what type of clients I was attracting. I was running my business from a scarcity mindset. That is, I was solely focused on making whatever money I could doing massage.

The problem is, when you market yourself as the massage therapist for everyone, you rarely attract lots of clients. The general public loves specialists. They are normally skeptical about how good a generalist might be.

In addition, specialists are able to attract the right type of clients. They are able to command higher fees.

Let’s take an example from professional baseball. In baseball, there are two general types of pitchers: starters and relievers. But those are just general categories of pitchers. We can actually break each general category of pitchers into a smaller group of specialized pitchers that command the big bucks.

There are starting pitchers… and then there are the staff aces who are considered to be a top-talent. The aces command the top money because they frequently win the ballgames that they pitch in.

There are relief pitchers… and then there are the closers. Closers are specialists who protect their team’s lead near the end of the game so that their team wins.

What is a Unique Selling Proposition?

A Unique Selling Proposition is a powerfully simple statement that tells everyone what exactly you offer. It also tells everyone what you don’t offer — which is just as important.

Let’s take a classic USP statement. Can you name what business used to use this USP?

“Hot, fresh pizza delivered within 30 minutes or it’s free.”

If you answered Domino’s Pizza, you would be right. Domino’s Pizza is one of the largest pizza franchise chains in the United States.

What does Dominos’ say that they offer? They tell everyone that they will deliver a hot pizza to their customers within a half hour.

What does Domino’s say that they don’t offer? Well, they don’t say you are going to get a gourmet pizza. Or a pizza made with the finest and best ingredients. They don’t say that the driver who brings your pizza will be wearing a $2000 tuxedo and offer complimentary champagne with your meal either.

Nope. They tell you that you’ll get a hot pizza quickly — guaranteed.

How did I apply the concept of USP
to my massage business?

Let me share how I came up my original USP. I started by identifying my strengths at that time.

I have a two health degrees and am professionally licensed in both physical therapy and massage. I had naturally strong hands and enjoyed doing medical massage or deep tissue.

I didn’t call myself a massage therapist. I called myself a “Pain Relief Specialist”. I would mention my professional training and educational background.

The clients who wanted medical massage or deep tissue massage were attracted to my massage business. They didn’t care about the gender of their massage therapist — they wanted a therapist who would get them out of pain!

What about the types of clients
I stopped attracting with my USP?

The clients who wanted a female therapist.
The prospects looking for a therapist who does light, relaxing massage which was not my specialty.
The clients looking for someone who offered non-therapeutic massage stayed away… they weren’t looking for pain relief from their massage appointment.

I formed a specific sales message. I used the same sales message whenever I went to networking events, my marketing, and my advertising efforts.

So how can you craft your own USP?

1. Identify your professional strengths.

2. Decide what type of clients you want to attract.

3. Tell those types of clients who you can help them.

Take your time to develop your own USP and go after the type of clients you want to attract. For more help on USP and target marketing, you may want to check out our book Help Your MASSAGE Practice.

Become a specialist. Your bank account and your clients 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

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