Call The Lawyers

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

I have been in practice for three years and one the most successful actions I utilized was targeting a specific population.

I was keenly interested in and have a 75% patient load of MVA injuries, knowing full well our Public Auto Insurance provider has good rates for massage therapy benefits for non-fault injury claimants.

I researched and discovered that six lawyers in our area account for 85% of the MVA injury claims.

I put a presentation together with PowerPoint. It outlined relevant studies of the effects of massage therapy on MVA cervical and lumbar injuries. I invited those six lawyers to a dinner and presentation two months in advance. All of them accepted my invitation.

I now have approximately 80% of their clients as patients. And there have been a couple of side benefits: Those patients have really been responsible for a great deal of word of mouth advertising for my practice. Secondly, the doctors of these patients now specifically refer patients directly to my office.

Generously contributed by: Arminder Sidhu, RMT, Vancouver, Canada

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

Understanding Marketing

People often have troubles understanding the terminology related to the various kinds of marketing. Here’s my summary for you…

You see a fabulous girl/guy at a party. You approach them and say, “I’m
fantastic in bed.”

That’s Direct Marketing.

You’re at a party with a bunch of friends and see a fabulous girl/guy.
You have one of your friends’ approach them, point at you and say,
“She’s/He’s fantastic in bed.”

That’s Advertising.

You see a fabulous girl/guy at a party. You approach them to get their
telephone number. The next day you call and say, “Hi, I’m fantastic in
bed.”

That’s Telemarketing.

You’re at a party and see a fabulous girl/guy. You get up, straighten
your clothes, walk up and pour them a drink. You open the door, pick up
their bag after it drops, offer them a ride, and then say, “By the way,
I’m fantastic in bed.”

That’s Public Relations.

You’re at a party and see a fabulous girl/guy. They walk up to you and
say, “I hear you’re fantastic in bed.”

That’s Brand Recognition.

How To Get Free TV Advertising

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

This involves a little planning with some of your fellow therapists. Works well if you work in a spa or hair salon setting. Contact about 3 to 5 spas/salons in different areas of your town. You will coordinate a contest that will then be presented to a local TV news station.

It is a contest for someone who deserves to be treated like a “Queen for a Day” with spa services at the various participating locations. The TV station airs the rules and tells the viewers to nominate someone whom they feel really deserves to receive complimentary spa services or a “spa-day”. They do this by writing a letter to the TV PO Box (address needs to be shown on TV). Contest should run about four weeks in advance.

The letters are then divided up by zip code and given to the participating salon/spas to read. Then each spa/salon selects the letter they feel is most deserving, contacts that person and tells them they’ve won because their friend or whoever nominated them.

But, what really makes this valuable is having the TV station come out to videotape the various spa services that will be given away at each of the spa/salons. It can just be a 60 second spot on TV, but if you can pull it off, you’ll get valuable TV air time for your massage practice, especially if you offer LaStone or something unique for the cameras.

I did this with a facialist, nail tech and hair stylist at the salon I worked at. And the TV station that filmed us aired the feature several times during the month. Each salon/spa got its own name mentioned on air. We all got an increase in paying customers who called and said they saw the TV spot. Local media outlets are always looking for creative and interesting angles on human interest stories, especially if it is for a good cause.

Generously contributed by: C. Smith, LMT

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

Why your website will fail…

I hear from therapists all the time who tell me that their websites are a waste of time; that it doesn’t get them new clients.

I believe them!

Given the way most websites are developed, they are pretty much useless. Does that mean you should avoid getting a website?

Absolutely not! In fact, a website is an absolute necessity.

If you want to be considered a serious business, you MUST have a website.

The “failure” of therapists’ sites is not because of the Internet per se. It’s simply the result of poor website design and marketing.

You can’t expect to put up a Yellow Pages ad with your name, telephone number and a message that says: “Welcome to my Yellow Page ad” and expect people to start calling you. But somehow that’s the expectation people have when putting up a website.

Here are five common errors I see with many of the massage therapy websites, a few tips for avoiding these mistakes and some resources if you want to really make your website work for your practice…

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