If you haven’t read them already, check out Part 1 where we discuss the relevance of email in a social media world and Part 2 where you’ll see how one therapist makes $28.60 from every subscriber on his list every year. Now, let’s move along in our exploration of how to use email to build your massage practice…
You must keep in contact with your clients!
People have other things on their minds besides you. Yes, I know it’s hard to believe, but it’s true.
If you don’t remind your clients of the benefits of massage and the unique advantages, solutions and results that you offer, they’ll forget. As a result, they won’t benefit from your work.
In other BodyworkBiz courses, I discuss a whole variety of strategies for keeping in touch with clients through good ol’ fashioned postal mail (a.k.a. snail mail). In particular, I’m a big fan of client education newsletters, like the BodyworkBiz First Hand News newsletters.
A client education newsletter will help you:
- Educate your clients about the scope of your practice
- Increase usage of massage by existing clients
- Keep you at the top of your client’s mind
- Improve client retention
- Boost referrals from existing clients
- Establish your expertise and reinforce your professionalism
- Educate key referral sources such as chiropractors, doctors and physical therapists
- Provide handouts with exercises, stretches and other great self-care advice
- Promote your practice at seminars, workshops, shows and networking events
A great alternative to traditional newsletters is email newsletters! Also referred to as ezines.
Compared to printed client education newsletters, ezines cost almost nothing to produce and can be sent much more frequently. You’ll always stay at the top of your client’s mind and will be the first one they think of when it’s time for a massage.
In fact, you can get clients to book appointments on demand. Check out how you can get Instant Appointments.
Date, Don’t Marry…
The other thing an ezine will do for you is help turn website visitors into paying clients. You may be able to get thousands of visitors on your site each year, but most of those will never book an appointment immediately after visiting your site.
Because booking an appointment with you, taking time away from the things they love, going into your office and getting naked, and paying you lots of money is a big commitment.
They don’t even know you yet. You’re just just bits and bytes in a browser window.
Most visitors will have to get to know you before they make a commitment.
How can they get to know you?
Through a newsletter.
It’s the online business equivalent to dating. And most clients will want to date a bit before they get serious and make a commitment to you.
Whereas few clients will book an appointment when visiting your site, a significant number – anywhere from 5% to 30% of your visitors will subscribe to your newsletter with the proper encouragement.
It’s a low risk action. They have nothing to lose. In fact, instead of having to give you money, they are getting something for free.
You’re getting them to identify themselves as people who are interested in what you’re offering. Now you have a chance to hang out with them on a regular basis, to tell them how they can benefit by seeing you, to explain the unique advantages and benefits of seeing you specifically and to answer their most frequently asked questions. With repeated contacts like this, they begin to feel more trusting and they begin to appreciate your expertise as a massage professional.
Keep dating like like this and before long they’ll be ready to move the relationship to the next level.
If you make a special offer, it provides added incentive for them to step away from their computer screen, walk over to the phone and call you now, before the offer expires. Your ezine becomes a conversion machine, converting casual surfers into regular clients.
By now, you should be excited – very excited – to get started in creating an ezine and getting subscribers. If not, then check your pulse. You may be dead.
So how do you do it? Over the remaining emails in this series I’ll give you practical tips for setting this all up, getting subscribers, writing content and maximizing your results. I’ll even introduce you to some great email services that you can use for free (like the one you are getting this BodyworkBiz email through). Keep you eye on your inbox for those emails.
And if you want to be absolutely sure you don’t miss these, then here’s some other ways you can get notifications for these “lessons”:
Like the BodyworkBiz Facebook Page: This is all official stuff with notifications of new blog posts and occasional updates.
Join the BodyworkBiz Facebook discussion group: After joining this Group, click the notifications button on the top right and choose “All Posts” so you get these notifications in your News Feed. This is a tightly moderated spam free group with a focus on growing your practice.
Follow me on Twitter: I Tweet lots of stuff that I don’t always share in other places, both personal and professional.
Be my Friend: If you want to connect more personally you can become my Friend on Facebook. I need to know you are a fellow massage colleague before I’ll accept the request though, so if it’s not obvious from your Profile, send me a message. And as an alternative you can follow me personally by clicking the “Follow” button on my personal Profile or by using the button here…
LinkedIn: I’ll post notifications of blog posts and BodyworkBiz newsletters on LinkedIn as well.