The Book I Wrote, Published and Made a Bestseller in Under Two Weeks…

I just wrote, published and got a book on the number 1 bestseller list on Amazon in under two weeks! I did it both as a challenge and as proof of concept for publishing. I knew I could do it, but I didn’t expect the book to rocket to bestseller status so quickly. Go me!!

It reached position 808 in terms of sales out of 3.2 million Kindle books. I don’t mind being in 800th place given the competition. :)

For a short time you can get the newly released 60 Clients in 60 Days book on Amazon for only 99 cents!

Grab it now:

http://www.amazon.com/dp/B00V585K7E

The book has become an instant best seller and is currently ranked #1 in the Alternative Medicinecategory on Amazon.

Today in the Health, Fitness and Dieting category it’s beating out even Eckhart Tolle’s New Earth, The Four Agreements, Grain Brain and hundreds of other bestselling books. It’s in the top 20 in the huge Business category.

Pick it up for yourself from Amazon while it’s only 99 cents:

http://www.amazon.com/dp/B00V585K7E

It’s only available in Kindle format for the time being, but you can easily read it on your computer, tablet, phone, or ipad.

Thousands of massage therapists have taken the 60 Clients in 60 Days e-course with incredible results. Although BodyworkBiz has officially closed and the course is no longer available, I’d like to make a final push and see this information in the hands of as many therapists as possible. Please forward this email or share this Facebook post to let your friends and colleagues know. The price will go up following this short launch campaign.

If you purchased the e-course or the retirement package that includes the course, get the book as a quick reference to supplement your online learning.

If you purchased the book already, please take a few minutes to leave a review on Amazon. It would be greatly appreciated. Getting your feedback is the motivation I need to continue to provide free or low cost resources like this:

http://www.amazon.com/dp/B00V585K7E

Thanks so much for your support,

Eric Brown
BodyworkBiz

PS This has been a lot of fun. The royalties on a 99 cent book have made me enough to bring my girlfriend and couple friends out to Pizza Hut! Woo hoo!

Free Facebook Advertising Tutorials

“How do I get new clients?”

That’s the number one question on pretty much every massage therapist’s mind.

There are dozens and dozens of ways to get new clients. The problem is to choosing the most effective strategies, that is the strategies that get new clients in your door without costing you a ridiculous amount of money or time.

I’ve been a big proponent of the “Give to Get” strategy for ages because it’s super simple and has dramatically transformed the lives of so many BodyworkBiz subscribers over the years. If you want a refresher or aren’t familiar with the concept, attend my free World Massage Conference webinar “60 Clients in 60 Days” on Tuesday, March 24th at 9pm ET. On that broadcast I’ll also tell you how you can get the “60 Clients in 60 Days” book for only 99 cents. (Yes, it’s taken longer than I expected. Sorry about that.)

Is there anything else that works? Traditional advertising is pretty much dead, but some types on online advertising, like Facebook ads, can be extremely effective. You can take a look at this case study as an example.

There are a lot of great things about advertising on Facebook. A couple in particular:

  1. It’s “Pay per Click” advertising. You only pay when someone clicks on your ad, so you are really only paying for results.
  2. You can target who the ad is seen by with incredible granularity. For example, I could run a ad that is only seen by married female runners between the ages of 25 and 50 who live within a 5 mile radius of my clinic.
  3. It’s easy to do. You basically fill in a four-step form to create your ad.

How do you do it? I’ve created videos about this that are available for the people that have purchased the Retirement Sale package, but these were just an overview.

For some easy to understand, but comprehensive tutorials, check out this course: 

https://lptraining.leadpages.net/facebookadvertising/

fbadsystemThis course is free. No catches. You don’t even have to sign up or give up your email address. It involves about four hours of video training, so I would suggest you set aside two full mornings and go through the entire course. As you watch the videos, open up your Facebook account and set up a couple test ads for yourself.

I would suggest you set up a page on your website with a special offer (this is called a landing page) that you send people to from your ad. Run an ad for a week. Keep your ad spend low: Maybe $20 to $50 total. Then track your results to determine your return on investment. For example, let’s assume that your average client purchases $500 of massage over their buying lifetime with you. If you spend $50 and get one new client then your return on investment is 10:1 ($500:$50). That 1000% return on investment.

So set aside some time to try some ads over the next month and come back to this blog post to tell us about your results or tell us what happened in the BodyworkBiz Facebook group.

A Little Mother’s Day Gift (even if you’re not a mother)…

A little gift for you to use in your practice…

Mother’s Day is just around the corner – May 11th to be exact. If you haven’t already launched your Mother’s Day campaign, it’s still not too late to pick up some sales through gift certificate sales. This could be the biggest gift certificate sales day for you this year, second only to Christmas perhaps.

There are lots of ways to leverage holidays like this. Because it’s a little last minute, I’d suggest that you use the following strategy to benefit from some last minute certificate sales.

Below you’ll find a download link to a free poster you can print up. This is one of the many seasonal posters included in the Sell Gift Certificates e-course.

Make copies and post this poster in two places in particular:

1)      Just inside your treatment room, either on or beside the door

2)      Prominently displayed on your reception desk

I’d also suggest that you display some samples of your actual gift certificates for them to see as well. The better the gift certificates look, the more you’ll sell. So don’t cheap out! Buy large full color certificates.

This poster is the last thing that they will see as they leave your treatment room. They feel fantastic after their massage and are in a hyper-appreciative state. Seeing the poster reminds them that they should be doing something nice for their mothers. As they are pulling out their wallet at the reception desk, they are reminded again by the second poster to buy massage as a gift. When surrounded by these triggers, the chances are that a significant number of your clients will purchase one.

You’ll bump up your sales even more if you are active in reminding them. Just ask, “Mother’s Day is coming up May 11th. Would you like to get a gift certificate for a special mom in your life?”

That’s all there is to it. So…

What are you waiting for? Download the poster now and post it up in your treatment room.

http://bodyworkbiz.com/ezine/downloads/mothersdayposter.pdf

If you’ve purchased the Sell Gift Certificates e-course, you’ll find this poster available for download in the course area along with many other seasonal posters that you can use throughout the year. Check it out.

http://bodyworkbiz.com/massage-gift-certificates.php

All the best,

Eric Brown, Director
http://www.bodyworkbiz.com

Facebook Business Page Changes You Should Know About

Facebook announced this week that they will be rolling out changes to Facebook business Pages. Sometimes I wish the Internet would just stop changing for one week. It would be nice not to have to keep redoing the way we do business on a daily basis. :)

These changes probably don’t effect massage therapists too much, but it’s good to be aware of what’s happening.

In short…

1. The double column layout changes to a single column. And a small column to the left will contain the About Us information as well as links to photos and videos.

What that means for you? Not much. You can no longer highlight a Post by spreading it across two columns. Overall, the Timeline will likely be easier to read.

2. The business name and category now appear on the Cover image and the Profile image moves up slightly.

What that means for you? You may have to redo your Cover image to accommodate those encroaching elements.

3. The Custom App boxes (those four little boxes under the Cover image) will be gone. Custom Apps will move under the “More” button in navigation.

What that means for you? This is probably the most significant change if you make use of this functionality. It is relatively easy to draw visitors’ attention to these as they currently exist and with the changes they will disappear from view. This means you’ll definitely need to advertise if you want anyone to view your custom app.

4. Administrative features are more prominent and include the addition of a “Pages to Watch” function that allows you to monitor competitors.

What if means for you? Likely not much.

Here are what the changes will look like with the new Page layout…

Facebook page changes March 2014

You have to pay…

Facebook made it very clear earlier this year that your business Page will almost never show up in users’ News Feeds unless you pay to have it show up. With the removal of the custom apps from the viistor’s view, Facebook continues to push businesses towards paying for anything useful.

Should you give up on Facebook?

The short answer: No.

With a gazillion users (approximately) Facebook can still be beneficial for building your practice. But the old Facebook for business is no more. You have to see Facebook largely as an advertising medium.

There are some alternative ways to use Facebook that are likely more effective if you are a sole practitioner with a private practice. I’ve talked about these somewhat unconventional strategies in the past, but with the recent Page changes these alternatives may be even more attractive. Subscribe the the BodyworkBiz newsletter and I’ll review those approaches with you in the coming months.

Fill your bank account with delight…

bigstock-Relaxed-woman-at-the-spa-getti-41685358Consider this bit of research: A study done by Sears found that customers who were “very satisfied” spent over 60% more in a year than those who were just “satisfied”.

How would you like to get each of your clients to use massage 60% more often? If you are making $25,000 now, it means you’d be making $40,000 next year – all without any additional marketing. Wouldn’t that be nice to deposit an additional $15,000 into your bank account next year?

If that appeals to you, then move your clients from being “satisfied” to “very satisfied”. Start making sure your clients are delighted, thrilled, enraptured, blown away by an exceptional service.

The next question is: How do we make that happen?

I cover a whole number of strategies in the Fill Your Practice 101 E-course, but let me share a couple of simple ones with you right now.

The “Welcome to the practice” letter

I came across this study in the Wall Street Journal: An Australian physician took a group of 46 patients and randomly divided them into two groups. After an office procedure, one group got a follow-up letter while the other group got none. These patients were then surveyed to find out how satisfied they were with the doctor’s service.

Over half of the group who received the letter gave the doctor the highest mark possible. Only four in the no-letter group said they were completely satisfied.

Mind-boggling!

There was over 325% more satisfaction from patients that got a letter.

Let’s figure this out. Both groups had exactly the same SERVICE, but one group – the one with the letter – had a very different EXPERIENCE. For the patients, the doctor’s consultation with the letter was a very different experience than the consultation without the letter.

It’s quite remarkable, that such a small gesture can have such adramatic effect on the customer’s experience with you. Given the impact of a welcome letter, I think we should put one together for your new clients.

In the letter, tell them who you are and what you’re all about. Emphasize what makes you unique or special. Tell them or remind them of the advantages, benefits, outcomes and value they get from seeing you specifically.

Let them know how much you appreciate them choosing you and how you’ll do your very best to get them the best possible results. Let them know you welcome referrals. Use the opportunity to explain the way your service works along with policies that they need to be aware of. Welcome any feedback they want to give you. Let them know you are there to be of service to them.

You can check out Lesson 28 of the Fill Your Practice 101 program for some examples of powerful Welcome letters.

The “Welcome to the practice” phone call

If you want to literally blow your clients’ socks off, you must give them a follow up call after their first visit. It doesn’t matter if they’ve rebooked or not.

When you call, ask them how they felt after the massage. Ask them how they feel today. Find out if they were sore or tender after the massage. Ask them what they liked and didn’t like about the massage. Find out what they would like to do differently next time. Thank them for choosing you and let them know you would be happy to see anyone they want to refer and that you will give that person the same level of service.

Many therapists with whom I speak think that the client will be irritated by the call. Nothing could be further from the truth. Rather than be annoyed, your client will be shocked and amazed that someone would care enough to give them a call the next day.

I know it’s hard to understand the impact that that type of call can have on someone. But try it and see for yourself. You’ll be surprised by the warm welcome you receive. More importantly, you will develop an incredibly loyal client.

The bottom line: Oftentimes it doesn’t take much to transform a client from a satisfied customer that may see you again to an absolutely delighted client who becomes a raving fan. And all that delight adds up to money in the bank.

If you enjoy these newsletters, I have a favor to ask. I want as many people as possible to have access to the resources at BodyworkBiz. If one of your colleagues can benefit from this information, please forward this ezine to them or simply post this link to your Facebook Page: http://bodyworkbiz.com/newsletter.php.

How To Get Physician Referrals…

DavidK_polaroidOne of my favorite educators is going to be presenting at the World Massage Conference on Sunday, November 17th at 6 pm ET (New York time) and will be sharing how to get more physician referrals.

Having just a few physicians actively referring to you can turn your struggling massage practice into a thriving one. And those clients will be sent to you from a person of authority, so they’ll likely  be more compliant than your average client and will see you regularly.

Are you interested in promoting your massage practice to physicians? Would you like some strategies for scheduling the meetings with doctors? Would it be helpful to know how long the meetings should last, what to bring, say and how to ask doctors for patient referrals? David is an actively practicing therapist and has been meeting with physicians since 1992. I’ve heard him teach many times and I know that he’ll share some powerful referral techniques you can apply immediately.

You can view this broadcast at the World Massage Conference on Sunday, November 17 at 6pm ET (New York time) and I’d highly recommend you be there to see it.

Registration for this unique online conference is half price for just a few days longer. You’ll have access to the live event that takes place on November 17th and 18th and if you register now you’ll get instant on-demand access to about 25 hours of recorded presentations from the spring 2013 event. David’s presentation alone is we’ll worth the price of admission.

Register today at http://worldmassageconference.com/ and I’ll see you at the show!

You Only Need 139 True Fans

139 fansHere’s an interesting thought…

If you get only three new clients per week, your income would be over $50,000 per year!

I find that therapists, who don’t know a lot about marketing, get overwhelmed by the prospect of growing their practices. There are so many options, so much to do, and so much work involved that they just want to lie down and have a nap.

But when you break things down, you’ll find it’s not that difficult to have a successful practice. All you need is to do is develop 139 true fans this year to cross that $50k sales mark. That’s only 2.76 new fans per week (and that’s taking into consideration time for your vacation each year).

By true fan I mean someone who will come to see you at least every two months and pay you $60 per visit. That’s not asking for much. That’s not a fanatical fan by any means, just a true loyal fan that loves your work enough to come in on a somewhat regular schedule (if you consider a massage every two months regular). Of course, in developing diehard fans who will supply you with a comfortable living, you’ll also be attracting and surrounding yourself with lesser fans who will get massage from you on an occasional basis.

So can you do that? Can you get three new clients a week?

For sure you’d have time. At the $50,000 sales mark you’re doing less than 17 hours of massage per week, so you have at least 20 hour per week to both engage with potential fans through your various marketing efforts and to turn them into true fans by building your relationship with them. So lack of time is not an issue.

Is money holding you back? There are lots of ways to attract new clients that require no money outlay whatsoever. These strategies may take some time to implement, but we’ve already established that you have 20 hours of free time for this kind of thing.

If you are not getting your three new clients a week, what’s standing in your way?

It’s not time. It’s not money. So it’s got to be know how. You need to learn some simple, effective, low or no-cost ways of creating and nurturing fans.

At BodyworkBiz, I’ve provided thousands of massage therapists and bodyworkers just like you the tools you need to bring in clients and develop a successful business. And as a result, therapists who have been barely surviving are now thriving. Check out this recent case study on my blog.

I want to invite you to check out two programs available on the BodyworkBiz site and use the coupon code “FANS” to get 20% off either of them (or both if you like). Just enter FANS in the coupon code box when you check out.

60 Clients in 60 Days: If you need a quick infusion of clients into your business, then try this program. This course outlines one technique that is guaranteed to work. (And if it doesn’t, I’ll refund everything you’ve paid.) It couldn’t get any simpler. All you have to do is follow the exact steps I outline for you week by week. See what others have to say and get complete info here:

http://bodyworkbiz.com/60days.php

Fill Your Practice 101 is a e-course that gives a long term strategic approach to building a thriving business. It contains dozens of simple techniques for getting new clients, getting clients to visit more often and getting clients to spend more on each visit. Get all the details here:

http://bodyworkbiz.com/fill.php

Massage is soul-satisfying work and I know you can make more than a comfortable living doing the work you love.

Enter FANS in the coupon code box when you check out to get 20% off when you order one or both of these programs. This offer will expire on November 18th. Take advantage of this offer now and start finding your 139 true fans.

 Picture courtesy of tanakamusic.com

Will Facebook Hashtags Help Your Massage Business?

This might be a little obscure information for most massage therapists, but some of the big news on Facebook earlier this summer was the introduction of hashtags for Facebook  posts.

If you are a big Twitter user you know what hashtags are. The are a keyword that is proceeded by a number or pound sign, ex. #spa, #massagetherapy, #whatever. On Twitter they look like this…

hashtags

Using a hashtag is kind of like using the index in a book. You look up the word in the index and it gives you references to all the places its used in the book.

When you click on a hashtag or use it in the search box in Twitter and now Facebook, you get a list of posts that have used that tag.

hashtag results

Companies were very excited about Facebook introducing the feature because it would allow users to find their posts in a completely new way.

How much of an impact have the tags had in Facebook and should you start using them consistently?

The short answer: No.

Rather than helping engagement with Facebook users, a recent study strongly indicates that it does exactly the opposite. Using hashtags on Facebook actually harms your business more than it helps.

Hashtags-not-working-on-Facebook

Using hashtags in Twitter is another story. It does significantly increase the number of retweets. However the bigger question when it comes to Twitter is does Twitter help you get more massage clients. I haven’t had anyone give me any proof of this, so until I see even a handful of therapists showing me some evidence to the contrary I’d have to say that Twitter is not a useful client generation tool.

The hashtag findings are just another example of something I point out all the time. Oftentimes what the things we think work, really don’t. Many massage business experts are well meaning, but they often teach what they think works and not what actually works in the real world.

I am a big proponent of testing and tracking. You’ll see this reflected in the courses I offer all the time. I don’t like testing and analytics, but the numbers don’t lie. So I share the results of my tests as well as those of other therapists who are kind enough to share with me, so you can spend your time doing more fun things, like massage. I’ll take some time to share some examples of counter intuitive marketing advice throughout this month. If you are not subscribed to this blog or the massage marketing tips newsletter, sign up now for notifications.

The Sales Funnel Unicorn

If you read about marketing at all you’ve no doubt heard about the “sales funnel”. The concept is basically this: You move people through a sales process. You create lots of awareness by spending money and time in advertising and PR. A certain number of people become interested, some of those people make an effort to explore their options, and eventually a few will become clients. So as people go through the funnel the numbers narrow until a few customers drip out the end.

sales-funnelThe dream of social media is that you don’t have to blast your message to get the word out. You tell a few people and they tell a few people and so on and so on until you have this huge number of engaged interested buyers. This doesn’t require a lot of money, but it’s extremely time consuming. This social media funnel is supposed to look like this:

dream-sales-funnelIt all good in theory, but the reality is that this is a bit of a social media unicorn. There is as much noise in social media as there is in advertising, so your message largely gets lost. And people don’t engage in social media with an eye to buying stuff. That’s not their intent. They are engaged in SOCIAL media to be social. They are not going to “advertise” for you. So the real social media sales funnel looks like this:

reality-social-media-sales-funnel

Yes, there will be people who “engage” with you: people who comment, share and like. But those actions have a very limited lifespan and the effect quickly peters out. What typically happens, and you have probably experienced this yourself, is that you do a lot of work encouraging interaction and don’t get many (if any) clients for your efforts.

I’m not saying that social media is useless. There are ways to maximize your use of social media, but you really need to be committed to doing it and doing it right. And you need to invest more than a little time in the process. Facebook is slowly removing the free benefits and pushing toward paid models for businesses, so you do need to make some financial investment as well.

Having a presence in social media is important, but it’s not all important. If you are not interested in going all out, my suggestion is to establish a presence and spend just a little time each week (20 minutes) and a little money to stay active in people’s minds.

Here’s a free guide to help you figure out the most essential things you can do on Facebook:

Facebook Marketing In Just 20 Minutes Per Week

Use the 80/20 rule and have the most impact possible for the least amount of time. The guide is free and I’ll host a webinar soon to further expand on these concepts. Be sure to sign up for the BodyworkBiz Massage Marketing Tips newsletter to get the announcement of this upcoming webinar.

 

My $18,000 Mistake

LoveGiftCertificatesMy latest article was just released in Massage & Bodywork Magazine. I originally titled the article “How to Sell 300 Gift Certificates”, but the editor changed it to the much better title of “How I Learned to Love Gift Certificates: My $18,000 Mistake.”

It’s not that I enjoy making $18,000 mistakes, but it does speak to a certain truth:

Experience is the best teacher, but the tuition is outrageously expensive!

I’ve learned that lesson long ago, which is why I make considerable investments in my education now. For example, I just invested $800 on an online course about doing webinars. I’ve done dozens of my own webinars and have produced hundreds through World Massage Conference. I believe I even hold the record for the most registrants for a massage webinar.  So why would I spend (some may say waste) $800 on a course about something I’m probably more knowledgeable about than anyone in the profession?

It’s because I’m done with making $18,000 mistakes. (And by the way, that’s not my most costly mistake; it’s just one of many.) I’d rather have that money in my pocket than see it go down the toilet as a lost opportunity. If I take just one idea from this webinar course and increase my sales by 1%, 3%, 5% or 10%, I’ve made my money back many times over with a lot less wasted time, energy and money, not to mention a lot less stress.

Taking a course that is going to help increase my sales is not an expense. It’s an investment. That’s the bottom line.

Having learned that lesson, I’m a little shocked and baffled when therapists tell me they’d rather learn how to market their practice on their own rather than spend $99 on a course that lays out the blueprint for you. It just doesn’t make sense.

As a recommendation for you, here are some of the most useful/popular courses at BodyworkBiz:

60 Clients in 60 Days

I see a lot of copycats of this program (“Five clients in 10 days”, “10 Clients in 30 Days”, etc.) online right now, so it must be good. This has got to be the easiest way to build your practice fast, but it has to be done right. Do it wrong and you’ll find yourself in one of those costly mistake situations. This strategy is perfect for therapists who have little money, but lots of open slots in their appointment book. It’s all laid out for you step-by-step and week by week. You can do the whole thing and move your practice to a whole new level in just 60 days. Get it here: http://bodyworkbiz.com/60days.php

Fill Your Practice 101

This gives you a broader strategic approach to building your practice. Perfect for someone who has a relatively healthy practice and who wants to solidify their position and be more effective than they already are. It’s a complete marketing education in one course. Every therapist should take this course early on in their career. Information here: http://bodyworkbiz.com/fill.php

Chair Massage Marketing 101

If you are interested in the least bit in doing chair massage, either as a business or to generate more clients for your practice, you must get this course. I pioneered chair massage in Canada and have done chair massage for the biggest corporations in Canada, including IBM, Dell, Kellloggs, Levi Strauss, every major bank, hospitals, most major law firms and hundreds more. This is the most comprehensive course on the topic you’ll find anywhere on earth: http://bodyworkbiz.com/101day.php

Over 20 years ago I didn’t have anyone to guide me when I started my practice. You get to benefit from the expensive “learning experiences” I’ve had. Instead of making $18,000 mistakes, invest in learning how to do it right from the start.

“Experience is the best teacher, but a fool will learn from no other.” ~Benjamin Franklin

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