Here’s How to Write Your “About Us” Page

When looking at a local restaurant website recently I came across the About Us page that listed the staff. I immediately yelled, “YES!! This is the way clinics need to write their staff bios!”

They are fresh and personal and reflect the unique personalities that we all are. Check a couple out…

aboutus2 aboutus1

What’s important to note is that people don’t like dealing with businesses. They like dealing with people… and people have personality. The more you get to know a person, the more you connect with them. These bios give you unique insights into the staff that makes you feel like an insider. You already know the server, cook and busboy before you even step into the restaurant. This familiarity gives you a certain level of comfort that you just wouldn’t have if you were to walk into this restaurant off the street.

For more examples, go to the Black Hoof website.

PS By comparison, here’s your typical massage clinic bio or about us page which just makes you want to yawn:

Susan graduated from the LaHands Massage Therapy Program in 2001. She has also earned a degree from UofT in Law, Policy and Government. She is excited to be applying her legal knowledge to the various Massage Therapy regulations and Health Profession Acts in order to improve their clarity and scope for massage therapists and the public. Susan is trained in Reflexology and Manual Lymphatic Drainage. Susan also has a strong interest in the benefits of massage therapy for those dealing with dementia. She has written articles for Massage Therapy magazine. Susan believes that massage therapy is an integral part of anyone’s goal to maintain a healthy lifestyle.

Get Found on the Top of Google Search Results

You can do all the search engine optimization that you want, but the easiest way for any local business, including your massage practice, to show up at the top of Google when people search for massage is to make sure you have claimed and completed your business listing in Google Maps.devices

Here’s what shows up for “Toronto massage“. Just type massage + your city in Google search and you’ll see how businesses listings show up at the top in your area. If there are no listings in your city, congratulations! Getting listed there will be a piece of cake.

It’s free to create this listing and it’s super simple, yet only 37% of business bother to claim their listing. Are you one of those people that still haven’t done this?

Once you claim your listing (I’ll show you how in a moment) be sure to fill it out completely. Not only are you more likely to show up at the top of Google search results, but businesses with complete listings are twice as likely to be seen as reputable by visitors. It also gives visitors all the info they need about your business at a glance, including location, hours, parking, fees, etc.

How do you claim your listing?

I’ve discussed the process many times in the past in my online courses, but you can just download this document from Google that outlines the whole process for you step-by-step. The links in this document are for United States businesses, but the process is the same for all.

If you are a non-American business, go to https://www.google.com/business and follow the instructions in the document. Again, it’s super simple.

To improve your chances of having your listing show up, fill out all the information. Include images and even videos if you have some. Then send an email with the link to your Google+ Page to your clients and ask them to review your business.

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Reactivate Your Clients

Digital Image by Sean LockeDigital Planet Designwww.digitalplanetdesign.comIt doesn’t matter how much you use mail, email or the phone to stay in touch, eventually clients will fall out of the loop and you’ll lose touch. Are these clients a write-off? Far from it.

Right now, most of the therapists reading this lesson are sitting on a largely untapped asset – inactive clients. If you reconnect with them and ask them to come in for a massage, a significant percentage will take you up on the offer.

So I would suggest everyone conduct what I refer to as a “reactivation campaign” to get those inactive customers back in the loop. Furthermore, plan to do this on a regular yearly basis.

Why would you think that these people would come back to see you? Let’s look at thereasons why people leave. Here they are in the order of least likely to the most likely:

1. They die or move. Not much we can do there.

2. They no longer need or benefit from your services. In the case of massage, they may have gotten through a stressful period; or your work has been so effective that they no longer have physical discomfort; or maybe they are experimenting with more active forms of relaxation. Even in these cases, however, they could likely still benefit from some occasional massage as a wellness tool.

3. They were dissatisfied with your service. Maybe they didn’t feel quite the way they expected to feel; maybe you were offensive; who knows, maybe you have bad breath. This may happen, but hopefully you’ll have a plan to minimize the number of these occurrences. You’ll follow up the day after to nip those problems in the bud. And of course you will always guarantee your service so that the customer has immediate recourse and the problem can be resolved.

4. Most likely, however, is that their buying habit was interrupted and they just forgot to start again – they got sidetracked. They may have gotten sick or went on vacation. They may have gotten caught up in some project that has been particularly engaging. It could be that they’ve become temporarily over-saturated with massage – it is possible to have too much of a good thing Chocolate bars are good, but if you eat a dozen, you need a little break before you go back for more. Think of the services you have used or the products you have bought in the past. It’s most likely that you stopped using them for this reason. You wanted to buy them again, but you just never got around to it.

So most of those inactive clients, likely up to two thirds of them, who stop seeing you do so unintentionally. They’re not mad at you, you didn’t upset them and they weren’t dissatisfied. They just got caught up in doing other things and they either forgot to book another massage or just got out of the habit.

These past customers are highly predisposed to using massage again. Not only that, but they are highly predisposed to getting their next massage from you specifically because they know and trust you. However, they’ll only do so if you remind them of why they need massage and ask them to come in again to take care of themselves.

One effective way of doing this is by sending a letter – a reactivation letter. There are two approaches that work well.

1. The first is writing an “I’m concerned” letter.

Basically the main idea of this letter is to convey your concern that they have not returned to the clinic for a massage. Tell them that you are concerned that maybe you offended them or maybe they were dissatisfied. It’s very important that you find out so you can make sure this doesn’t happen again. If they have just forgotten to take care of themselves, you would love to see them again. Ask them to contact you to let you know if there was a problem or simply to book a massage appointment. You can tie this to a promotional offer such as a discount or upgrade on their next visit if they come in within the next month.

2. The other letter is a “Whatever happened to” letter.

Do you ever wonder what has happened to clients who just seem to disappear, never to be heard from again? I do. Let them know you were thinking about them: “I was thinking about some of the great people I have met as a massage therapist and I wondered whatever happened to you. (If you can merge your client’s name into the letter to personalize it, the letter will have more impact.) I haven’t seen you in ages. I’d love to see you again. I know massage would be great to help you manage your stress and tensionetc.” Again, ask them to book a massage and perhaps offer them an incentive to do so.

With either of these approaches, you can expect anywhere from 2% to 10% to come in for an appointment.

If you follow up the letter a week later with a personal phone call however, the response will increase dramatically. Expect the response to at least double.

In the phone call, simply reiterate the message in your letter: “I was concerned…” or “I was thinking to myself, Whatever happened to…” Don’t forget to ask them to book an appointment with you. Give them incentive to book now by offering them an upgrade or discount on their treatment so that they don’t put it off for another year. If they can’t book an appointment for whatever reason, offer to follow up with them later (and make sure you follow through on what you say).

Let’s go back to the woman with 1,000 client files. Let’s say that only 200 of those clients are active. That means she can contact about 800 inactive clients. If her response rate with a letter and phone call is 2% to 10%, then she will bring in 16 to 80 clients in a very short time frame. Furthermore, if each of those clients spend $500 over their buying lifetime, she will make anywhere from $8,000 to $40,000 over the coming years. Considering it might cost $400 in postage, this approach provides an incredible return on investment – a real windfall.

Sometimes my workshop participants come up with the greatest ideas. Here’s one that I thought was clever: It’s likely that a certain percentage of your inactive clients have moved. When you call, you may find that their number has often been reassigned to someone else. Instead of apologizing for the interruption and hanging up, why not make them the offer you were going to present to your inactive client…

“Well I was calling for Susan, but since I have you on the line, I’ll introduce myself. I’m Eric and I’m a massage therapist here in the neighborhood. Have you ever had massage before? Susan used to see me regularly and then she seemed to disappear. I was concerned and was wondering what had happened to her, but I guess she’s moved. I was going to offer her[state your offer]. Would that interest you? Since Susan can’t take advantage of it now, I might as well give you the opportunity.”

Will they accept your offer? Who knows? But it only took you a few seconds to introduce yourself to a new prospect, tell them a little about yourself and give them some incentive to book an appointment. It can’t hurt.

To sum up, if you’ve been in practice for a while and have inactive client files, then you must absolutely, positively try this strategy. You are potentially sitting on a very valuable goldmine.

Stop giving referrals

What?! Stop giving referrals?!

Okay. Maybe that’s a strong statement, but in today’s newsletter I want to introduce you to a much more powerful way of giving referrals.

Maybe we’ll call it Referrals 2.0.

It’s a much more active powerful way to connect people compared to the way most people make referrals and it really doesn’t take that much more effort. Just a little awareness and a change in approach.

Referrals vs. Introductions

As a massage professional I’m sure you make referrals to other professionals in your community all the time, however…

…for even more impact add the power of a Personal Introduction.

A referral is not a personal introduction. A referral is typically a suggestion: “If you are doing that event, I would suggest that you call Nicki at City Flower Shoppe to help with the floral arrangements. Let her know I sent you.” Or, “I’d recommend you see Dr Karen, my chiropractor. She could really help with your neck problem. Let me give you her number.”

A personal introduction is much more than a suggestion:

  • A personal introduction connects people in a powerful way.
  • A personal introduction puts you clearly at the center of the dialogue.
  • A personal introduction demonstrates to both parties that you really care about your relationships with them.
  • A personal introduction creates a sense of reciprocity from the people you are introducing and greatly increases the chances of getting referrals in return.

You can make personal introductions any time you see the opportunity. You may make an introduction at a social event or a business event. But don’t wait passively for the opportunity to arise spontaneously. Be proactive and actively look for opportunities to help people in your network by making introductions.

Although introductions are much easier to do in person, getting the right people together in real life is seldom going to happen. So you need to initiate the dialogue.

Here’s how to do it…

  1. Send out an email and copy both parties. Send an email, even if you’ve already made a referral in person when your client was at your office.
  2. Be sure to talk about what they each do. Say something like, “Nicki, I wanted to drop you a note to introduce you to Dr Karen Green, the owner of Community Chiropractic. I’ve mentioned her name a couple times in the past. Karen has been my chiropractor for over 5 years now. Karen, Nicki owns City Flower Shoppe and she makes these amazing flower arrangements for all kinds of events.”
  3. Next, tell them why you think they might find value in knowing each other. “I thought I should introduce the two of you. Karen, you’ve always taken exceptional care of my existing clients and I thought you could help Nicki. I was mentioning to Nicki that she could benefit from a series of adjustments to compliment the work I’m doing with her right now.”
  4. Let them know it is up to them to move forward. Now that you’ve made the introduction and suggested how they might work together, your part is done. “Nicki, I’ll leave it in your hands to follow up with Karen. I know you’ll be in excellent hands.”

This approach can certainly extend beyond referring clients to other health care professionals. Maybe you want to connect Nicki, who does floral, with another client or friend who is a wedding planner to find out if there is some synergy and whether they may be able to joint venture. The key point to take away is that you are helping people by providing an opportunity for them to connect and possibly benefit from what each one has to offer.

And although I’ve used the example of sending a personal introduction email because it’s more real or powerful than simply giving a referral, never pass up any opportunity to connect people. For example, be sure to use personal introductions at any in-person event.

This is especially great if you can circulate the room with a friend who can provide personal introductions and toot your horn while you do the same for them.

It’s certainly a lot easier than going on and on about yourself and it’s a much more powerful way to make a lasting impression. You’ll find that people you introduce like this truly appreciate your efforts and are happy to reciprocate by sending referrals your way!

This Week’s Featured Resources:

1. How to Get Non-Stop Referrals….

You know that networking is a powerful practice building tool, but the truth is networking is just not a lot of fun. You have to attend all those business functions and do all that mingling with groups of strangers. Hours and hours of smiley-facing, hand shaking, and small talk is enough to make you want to crawl in a hole.

But networking is a highly effective way to generate streams of referrals. So how do you do it without all the time and social discomfort that’s involved?

Discover the Secret to Non-Stop Referrals

2. LinkedInfluence

The Non-Stop Referrals e-course from BodyworkBiz is highly effective method for putting yourself at the hub of a network. The same strategy can easily be easily implemented by using one of the  most untapped social media networks: LinkedIn.

I’d highly suggest registering for Lewis Howe’s new course: LinkedInfluence. It’s certainly changed the way I think about social networking and it comes highly recommended.

Get the LinkedInfluence Course

 

Erik Dalton didn’t believe me…

I was chatting with Erik Dalton a couple days ago. He really liked my latest BodyworkBiz newsletter: “Can you spot the massage therapist in this picture?” But in a recent more recent email he said he didn’t believe I actually did the climb in the picture. He thought it was some kind of “an advertising stunt”.

I’m not dising Erik. I think he’s a fantastic educator. However, I know that people are naturally skeptical. I’m sure other Marketing Tips subscribers besides Erik Dalton thought the same. So to put that myth to rest, here’s a little video I took. It’s not pretty (excuse the snot running down my face) and it was never meant to be seen by the public, but I thought I’d end the skepticism. Other people may be posers, but I’d like to think I’m the real deal, whether it comes to climbing, marketing or otherwise. Watch the video and see for yourself:

That last email was about taking advantage of opportunities that present themselves. And Facebook is one of those opportunities.

More Facebook Videos…

I’ve added seven more videos to the Facebook Marketing page that you’ll find here:

http://bodyworkbiz.com/facebookvideos

Shockingly, most people have no idea how easy  it is to build your business and get clients from social sites that you use every day… like Facebook.

If find yourself avoiding marketing, then why not build your business using social networking sites that you already enjoy using. In this engaging video series, look over our shoulder at our monitor while we take you by the hand and show you step-by-step everything you need to know about setting up and mastering Facebook as a fun and friendly marketing tool.

Don’t be intimidated by the phrase “Social Networking”. It is not hard to build your business using Facebook , as long as you know what you are doing. And I’ve made it super easy for you to learn the information you need. This online video course make setting up, building, and profiting from Facebook as simple as tying your shoes!

Click here to access the videos.

And if you enjoy them please click the Facebook Like button below and share them with your friends.

Create an Outstanding Facebook Profile Page

This will be the first of many posts on using social media to market your massage practice.

Have you thought about using Facebook to build your massage business? Now sure where to start?

Follow along with this series of tutorials that will show you how to get the most out of social media. Join the BodyworkBiz Group Page on Facebook for a great series of videos that illustrate some of the information below. And be sure to sign up for my Social Media Marketing webinar happening September 15th at 8pm EST (New York time). This is sponsored by the ABMP and registration is very limited, so sign up for FREE right now as my guest.

Your Facebook Profile Page

To start with you need to create a Facebook profile page. Go to www.facebook.com now to sign up for a free account. The process is quite simple and Facebook will lead you through the steps. If you already have an account, then open it up now and follow along.

Facebook’s Terms of Use require that you open up your account in your own name. That’s exactly what you should do. Don’t open up a profile with your business name. There are other ways to promote your business on Facebook beyond your profile and you don’t want to develop and promote your business on Facebook only to find your profile shut down for a violation of the Facebook terms.

Some people never want to share their Facebook profile with anyone but friends and family. I’d suggest using it for both personal connections and business connections. The potential of this medium is too huge to pass up. There are ways to adjust your privacy settings so that you have full control over who sees the various bits of content you post to Facebook.

Editing Your Profile

The first thing you need to do is edit your profile. Once you’re logged in notice that in the top right of the page there are three primary links: Home, Profile and Account.

Click the Home Page link and you’ll see a navigation bar in the left column with a list of links to various functions.

In the middle of the page you’ll see your News Feed. This is where you’ll see updates from your friends’ postings. This Home page is the page you see by default when you log into your account.

Click the Profile link and you’ll see that the page looks different. This is the page that your friends see when they land on your profile. You’ll see that the left hand column contains your picture and various bits of information about you. The middle of the page is the Wall where you post news about yourself. People can also write notes to you on your Wall. So it’s sort of like a public bulletin board that’s all about you.

Make sure you are on the Home page and go to the top left corner of the page (see illustration). Click the “Edit Profile” link and you’ll get a menu that looks like this:
This is how you edit your profile information. Go through each of those links and update the information as you see fit. Be sure to click the blue “Save Changes” button after you are finished editing each section. Bear in mind that you can restrict the display of this information to certain visitors only. This does not have to be on public display for the entire Facebook community. I’ll show you easy ways to manage access to visitors in my next post.

Here are some suggestions for editing each of the sections:

Basic Information: For security reasons select the “Show only month & day in my profile” from the drop down menu. Be sure to fill in the Bio section.

Profile Picture: Ideally, you want to have a clear headshot so that people can clearly identify you. Make sure it’s a recent shot. Yes, you probably looked better at 20, but you’re likely not recognizable. Keep your photo current. No dour faces and for the guys, no shirtless pics. Use a photo where you look relaxed and friendly.

Relationships: This is a personal preference. You can always restrict access to this info to friends only.

Likes and Interests: This is an interesting section. When you enter interests in here, Facebook will automatically connect you to pages and groups that share those interests. Others may find you based on those interests as well. So if you specialize in fibromyalgia for example, type that into the “Interests” box as a way of networking with people who are suffering from fibromyalgia and who could use your services.

Contact info: Be sure to enter your business website. If you don’t have a business website, get one. Here’s how you can create a website for free. If you are using Facebook for business contacts as well as personal contacts, be sure to put your business contact information here. Your close friends and family already know how to contact you.

A Few More Important Tweaks

Now that you have your profile edited, let’s go to your Profile Page and make a few more small edits to help people find out more about you and your business.

You’ll see a small box below your profile picture. This is for a mini-bio. Click the little pencil icon in the top corner of the box to edit. Tell people a little bit about yourself. Because you’ll be using the profile page to let people know about your massage services, mention your services briefly, mention your work location or even invite people to drop you a note to arrange a massage appointment.

Just under the bio box, you’ll see a section labelled “Information”. Click the little pencil icon to edit that section. Be sure to click the website box so that an active link to your site will display here. You may also want to put your hometown here so that people who stumble upon your profile will know that you do massage in their area.

In our next post, we’ll look at creating your “Friends Lists”. This will help you control who sees what content in your account, determine who sees you in chat and helps you filter your “News Feed” posts. This is very important, so be sure to come back again and check it out. In future posts you’ll learn about setting your privacy levels, growing your network, creating business-specific pages and how to transform Facebook friends into paying clients.

Until then,

1) Join the BodyworkBiz Facebook Group

2) Sign up for the ABMP’s free Social Media Marketing webinar being held September 15th. There are only 1,000 seats available on their webinar platform and it will likely sell out. Reserve your spot for the webinar now.

So this guy walks into the doctor’s office…

A guy walks into a doctor’s office.

He says, ” Doctor, it hurts when I do this.”

And the doctor says, “Don’t do that.”

This is exactly how most massage therapists run their practices. They do things to hurt their business and just keep doing them.

Stop it.

Do something different!

What if your practice is suffering and you don’t know what to do differently?

Get some help. There are so many resources available to you on this site and elsewhere that there’s no more excuse for a suffering practice. Use them.

An update on Video Marketing Webinar

I’m keeping the video marketing webinar replay available for a couple more days. You can find the link to it on my blog which you’ll find here:

Video marketing webinar replay

You’ll also find links to a dozen or more online resources, many free or low cost, to help you get found on the top of Google using this strategy.

Here’s an interesting update…

Since I did the webinar last week, things have got even better for Concord Massage Therapist, Lisa Wisen. One of the videos that I uploaded as part of this demonstration was ranked in the number one spot in Google.

Yesterday, I did a search for “massage concord” and I see that two instances of the video are now appearing as thumbnails on the first page of Google. That’s fantastic!

It now looks like this…

These are some of the most clicked links on a search results page and Lisa will definitely benefit from that exposure.

If you want to get found on the first page of Google using short, easy to make videos, watch the webinar replay now.

Another free resource…

How Do I Get My Local Business Website Found By LOCAL Customers?

Google wants to help you get found in search results. That’s why they’ve created the GOOGLE LOCAL portion of their search marketing business and are investing heavily into the local search market.

You can get local visitors to your site, but that you can dominate your local competition in the search engines. I’ve given shared various strategies with you in the past regarding this and the video marketing approach is a powerful one.

David Frey who hosted the Referral Masters Telesummit earlier this year is doing another telesummit on web marketing and he has as a guest a local search marketing expert named Brian Combs who will be sharing his strategies such as:

* How you can dominate your local search engine traffic with 3 simple tweaks to your website
* The key factors to getting your listing on Google Local
* A tried-and-true strategy to getting your business in front of your local consumers overnight

This is basic stuff for me, but it may be very eye-opening for you. You can listen to the broadcast for free today only: “How Local Businesses Can Dominate Their Local Web Listings And Be Found By Their Most Wanted Clients Through Simple But Extremely Powerful Search Engine Optimization Tactics”

Register at…

http://tinyurl.com/free-web-telesummit

Bulletin Boards: An Effective Way To Advertise For Free

Here’s another tip from one of the Massage Marketing Tips subscribers…

I keep coupons and business cards on the bulletin boards in all of the local health food and natural grocery stores. I do the same in coffee shops, as well as the hospital and clinic employee mail or lounge areas.

This does not cost anything and I get a number of calls from this each week. This method represents about 40% of my new clients!

Just be sure to check these areas every week or so to replenish your cards and ads.

Generously contributed by: Mary Axelrod, Certified Reflexologist

This massage business tip originally appeared in the 260 Tips to Build Your Massage Business e-course at BodyworkBiz.