March 2005 Marketing Newsletter

Help Your Practice
March 2005 Marketing Newsletter

March 21, 2005
Volume I, Issue 9

Note: This newsletter was originally published for both massage therapists and personal trainers. We no longer offer any newsletter or products for personal trainers.

Welcome to the Help Your Practice Newsletter! My name is Michael 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 who would enjoy reading this newsletter? Please forward this newsletter to them and help share the wealth!

Now Available: Help Your MASSAGE Practice
Basic Or Deluxe Versions

So far the feedback we’ve received about Help Your MASSAGE Practice has been overwhelmingly positive.

We are pleased to announce that we have released a deluxe version of Help Your MASSAGE Practice that contains even more practice building tools including a headline creation toolkit. The deluxe version is now available for $79.

To learn more about Help Your MASSAGE Practice, simply click here.

If you are a current owner of Help Your MASSAGE Practice and you wish to upgrade to the deluxe version, simply pay the difference between the basic and deluxe versions by PayPal and we will email you the extra tools.

Our PayPal email address is:

sales AT (replace the AT with a @ symbol)

Goal Setting Monthly Tip

Last month, we talked about using opportunity to stick to your goals. This month, our Goal Setting Word is Fear. Fear is a natural emotion. We all go through phases of emotional fear whether rational or irrational. However, we must learn to overcome fear and subsequently use fear to help us move beyond the obstacle in our way.

Massage Therapists and Personal Trainers, like athletes, should see the fear and move with its natural flow. The idea to fight fear will cause the tension and stress that can lead to physical issues stemming from that stress. There are some fundamental questions you should ask yourself about the fear you are facing.

Have you prepared well for what you are doing?
Do you have all the information you need?
Are you thoroughly equipped?
Are you out of your comfort zone?

Usually if you answer no to the first three and yes to the last you do not see that fear is giving you the opportunity to be better ready for the challenges ahead. Another words you should use the fear to give you the advantage in your business.

The difference between successful people and unsuccessful people is not the absence of fear. Successful people experience fear just as strongly as everyone else. The difference is successful people acknowledge their fear to themselves and press forward.

Most people can see the big picture in business when dealing with a problem. At Help Your Practice, we feel you can overwhelm yourself when you do not see the steps you need to take to achieve the big picture.

That is not to say you should not see the end results in your mind. In order to climb a mountain, you have to take one step at a time in order to reach the top.

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Monthly Marketing Tip

This month, we will share with you a common mistake that both massage therapists and personal trainers make in marketing their practices.

The type of mistake many make out of fear.

You see, you may not realize it, but many personal trainers and massage therapists are afraid of not having enough clients.

So what do they do? They promote themselves to everyone. They act like a general massage therapist or a
general personal trainer.

What happens when you are a generalist?

You are competing with every other massage therapist or personal trainer in your area

You resemble your fellow therapists or trainers in the eyes of the potential client

Because you resemble your competitors, you have to compete on price

You make less money than you are capable of earning

You become a commodity

What is so deadly about becoming a commodity? A commodity is a product or service that is frequently desired but rarely needed. For example, an automobile commodity is cruise control. It is always nice to have on a car, but rarely needed. So most auto manufacters offer it as an add-on option.

When clients are looking for places to cut expenses, the easiest area for them to justify cutting back or eliminating are things that desirable but not needed. So they drop their regular massage appointment. Or they stop training with their personal trainer.

When people can’t tell what makes a personal trainer or massage therapist better than the rest of their competition, those prospects will make decision solely on price.

Don’t Generalize…Specialize!

Both Eric and I discovered early in our career how important it is to be perceived as a specialist.

Here are a few advantages you gain as a specialist:

Little or no competition for your specialty. You stand away from the large crowd of all of the massage therapists or personal trainers in your area.

You look positively different in the eyes of the potential client.

You no longer compete on price because you are different than your competitors

You make a lot more money

You become a valued and needed service for your clients.

Here’s one other major advantage we have seen for specialist. It is a lot easier to generate more referrals from your clients.


Because your clients can tell their friends, family, or coworkers what makes you special or unique. It helps them make a more compelling explanation why your massage therapy or personal training services are the best choice.

How To Pick A Specialty

Normally, you can pick a massage therapy or personal training specialty:

1) Where there is a public need

2) Where your personal strengths and interests lie.

3) Your target market has the financial means to pay for your services.

Here’s What We Recommend:

Find a specialty or niche that there is a strong public need and you would personally enjoy working with. After all, if you do not enjoy working with a certain target market (for example, children), it will not matter how much money you are making. You will hate working with that target market over time.

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

Seize The Day,

Help Your Practice

P.S. Do you know someone else who would enjoy reading this newsletter? Please use the “Recommend Us” form and tell them about our website.

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