Might make some enemies with this post...

[Chi4Now]

Let me simplify this discussion by stating that Marketing massage is no different than marketing ANY OTHER PRODUCT. PERIOD.


I should clarify where I "sit" before I go on about where I "stand" on this issue. I'm NOT A PRACTITIONER - I'm a Marketer. One who's very passionate about this industry for personal reasons, but that's for another topic.

The trouble is (from my experience) that too many new therapists are not getting good training on how to market themselves or pay someone else to do it.

Marketing is SIMPLE: "Make the Phone Ring"
Will this make you successful? No.
Marketing get's the client to your table ONE TIME ONLY - the rest is up to you. If you're not good at what you do they won't come back.

By the way, the Yellow Pages is NOT marketing - it's barely advertising. Its a gamble. Unless you've got thousands to spend on the biggest ad in there with space for lots of information.

In your marketing you've got to start educating your prospect about the benefits of massage.

Robert Collier, one of the all-time greatest copywriters said there are 6
major motives for human action:

• Love
• Gain or Greed
• Duty
• Pride
• Self-Indulgence
• Self-Preservation

If you think about it, you'll see that Masage encompasses TWO of these powerful motivators...

$60.00 for an hour of the kind of pleasure I get on the massage table is THE BEST MONEY I EVER SPENT! But if I've never had a massage, I don't know that. Tell me this!!
Speak to me (or write) in a way that allows me to create images in my mind of this relaxation or healing.


That's not even mentioning the cleansing benefits that massage brings from helping my body remove toxins built up in my soft tissues.
TELL ME ABOUT THAT?


Did you know that over 250.000 people every week are searching for a massage therapist in their home town in the US alone???

They're hungry for this information!


But as an alternative practitioner, you've got tough competition for this MULTI-BILLION pharmacuetical industry, and if you don't think that's your competition, you not understanding your whole opportunity in the marketplace.

Every day people go home an turn on the TV and I see 12-20 Pharmacuetical commercials bombarding them with the "wonderful benefits of the simple little pill" (blaaaaah!)

So let's make some changes and start talking benefits.

* Get rid of brochures that look like restaurant menus.
* Dont' talk to me about Swedish & NMT and CST and other industry jargon...that' means nothing to me.
* Reach me with Inviting images that depict the benefits you offer (relaxation, peace, health, strenght, vitality


Talk to me about ME - and what you can do for ME.

Take a lesson from the pharmaceutical industry - it's wise..they've SPENT BILLIONS creating ads that are perfectly designed to motivate their audience.

I'm sorry if this is a little harsh, but I'm sharing this because I care deeply about this industry and the success of all practitioners.
I hope it's taken in the spirit that's it's been offered.

There's a battle to be fought for the health and wellness of our neighbors and for their minds...it's time to use the best weapons we have in the fight!!

 

[seamstress]

Hi Donna,

Thanks so much for your post. I totally agree with you.

Massage therapist are often not taught to market properly in their education. I know I wasn't. Lucky for me I was working at a clinic with a decade of good reputation. I'm not marketing savy myself- most of my clients were word of mouth- clients and i was lucky to always be fully booked. Surprisingly, a lot of first time clients report that they never knew massage can help with muscle pain, something that seems so obvious.

Educating prospective clients about the benefits is certainly more helpful than throwing words for all he techniques one does at them. I hardly think the general lay person cares whether what you do is called NMT or MFR, etc. They want to know 'Does it help me with my particular problem'. If you can - tell them.

I guess its like going to the shop and looking for a face cream. Of course you want to make sure that there are no harmful chemicals in it, but do you go out searching for a face cream with particular ingredients, or are you looking for one that can help you moisturise dry skin/keep pimples at bay/reduce wrinkles/protect you from the sun. First and foremost you are looking for a cream that helps you with your problem, ie dry skin. Then you may narrow down your choices and assess how they achieve what they do. I guess for the average person that has never had a massage the selection process would be similar.

I have seen so many massage ads in the yellow page that say MFR, CST, NMT, etc, then the name of the therapist and the phone number. Often they dont even say massage. I presume those ads are not very effective.

Btw, I like 'Get rid of brochures that look like restaurant menus.' Something I never thought about. You are possibly right.

Thanks for staring this post,
Schnuckess

 

[Jim Vf]

I agree with some but not all.

I like the restaurant menu style pricing brochure. I offer MANY different types of treatments besides plain ole massage. But, I would be open to other ideas for a brochure. What did you have in mind for a pricing brochure?

The toxin thing is a bunch of bunk and has been disproven.

 

[la la la]

I like a brochure that is restful, but highlights a few of your "best sellers." On my brochure, I have four headings, that address what that particular massage is like, and why should you get it, and pricing for 2 different styles.

Then I make a pitch for my website if they want additional information.

I've seen some really nice brochures, and some that really DO look like restaurant menus. I like simple, but I do want to know what the base rate is before I call. I don't like surprises on the bill.

My $.02 about brochures anyways.

 

[STEVEN F]

Might make some enemies with this post...

I should clarify where I "sit" before I go on about where I "stand" on this issue. I'm NOT A PRACTITIONER - I'm a Marketer. One who's very passionate about this industry for personal reasons, but that's for another topic.

I for one would like to know WHY you are so passionate about our field, if you aren't a practitioner but a "marketer".

You haven't really given much info about yourself up to this point, but I do recall you mentioning something in the past about videos your company is working on for massage therapists. That, and I believe, some sort of phone service.

Call me skeptical, but you didn't even spell massage correctly in your signature. Maybe it makes sense to put your product in the For Sale area, or have I missed it?

If you would, please take the time to post your reasons for your passion. And, may I also mention that previously you went by the name of Tim. Is there a reason for the new Donna, DC name?

FREE Download "Growing Your Masage Practice - Powerful (low cost) Ideas - with Donna Schontkowski, DC - Editor, Health & Fitness Magazine

Please don't take this post as being nasty, as it may sound that way and I just haven't figured out a way to ask these questions more light hearted than this - it is early in the morning for me.

Thanks for your time.

 

[Pop]

 

[gridagent]

Might make some enemies with this post...

I should clarify where I "sit" before I go on about where I "stand" on this issue. I'm NOT A PRACTITIONER - I'm a Marketer. One who's very passionate about this industry for personal reasons, but that's for another topic.


By the way, the Yellow Pages is NOT marketing - it's barely advertising. Its a gamble. Unless you've got thousands to spend on the biggest ad in there with space for lots of information.


I'm sorry if this is a little harsh, but I'm sharing this because I care deeply about this industry and the success of all practitioners.!

1. why are you so passionate about my industry?


2. YP success is dependent on your market. if you're in a tourist market and do not have a yp ad, you're missing the boat. how do you think people staying in a hotel find massage services? some use the internet, the conceirge-if available, or maybe a referral from a front desk. most average peoplelook in the YP.

ymmv


but hey, what do i know?

 

[coolade]

Might make some enemies with this post...

YP success is dependent on your market. if you're in a tourist market and do not have a yp ad, you're missing the boat. how do you think people staying in a hotel find massage services? some use the internet, the conceirge-if available, or maybe a referral from a front desk. most average peoplelook in the YP.

I could not disagree more. Your average pervert looks in the Yellow Pages for a massage when they travel. And they are not looking for you.
Our Miami business is 100% concierge referral and has grown year after year. One look at the Miami YP under massage and you would run for your life.

If your hotel does not have a concierge, chances are our massage costs as much as your room did, which is not a likely customer.

 

[Koeta]

Might make some enemies with this post...

"Please don't take this post as being nasty, as it may sound that way"


Wow, you're right, it did sound a bit nasty.
I'm not selling anything. You didn't comment on the subject of my post (which I think is an important, relevent topic)...

Maybe I'm not welcome here because I'm not a "practitioner", if that's the true, that's your call. I've tried to be honest and forthcoming on a topic that I think is important. Maybe new "ideas" aren't welcome...is that it?

I am Tim, not Donna. Donna is a contributing author on the ebook mentioned in my signature (I see everybody promoting their websites in their signature - aren't we??)

 

[eliza]

Hi Tim,

I appreciate what you have said and your expertise in marketing you are willing to share.

With regard to brochures, I understand the concept of making it not look like a menu, but a fantastic expedition map to health, peace and well being... but how would you disguise the various pricing options and descriptions?

 

[Love & Happiness]

Tim,

People on this forum are very sensitive to spam, mostly because they've been bombarded with it over the years. If you want to participate in the discussion here, you have to overcome that bias.

You wrote: I see everybody promoting their websites in their signature - aren't we?

The main difference is that other people on this forum are massage therapists, and their websites are about their massage therapy practices. They live in different states and different countries, so are not trying to sell anything to each other. Instead, their websites are posted as a way of sharing information. That's very different from your website, which is selling something (with lots of large fonts, exclamation points & big promises, which comes across spam-like).

You began an interesting forum thread here, in which you've been asked further questions, which so far, you've chosen not to answer. The only person you've responded to is Pueppi, and you've provided a defense instead of information. If you aren't here to spam, how about answering the other questions people have asked. Specifically:

1. You've said what not to do in a brochure. A couple of people have asked what you do recommend for a pricing brochure.
2. People are also curious about why you're so passionate about the massage therapy field.

If you don't answer questions, the impression is that this is indeed a spam-post and you want people to buy your product, in order to get the answers.

 

[Pompal 09.]

Brochures, etc

Maven you're right and BreatheBodywork mentioned this too..


You should definitely have pricing on the brochures...I just wouldn't place pricing prominently on the front, etc.
Especially if you don't a mass mailing to new prospects, you have to "sell them" on the benefits first.

I've heard people say good things about the ABMP brochure templates...but I haven't seen one.
I'm not crazy about the ones that I've seen from Info4people

 

[webkinzlover525]

I like the ones from info4people. What do you think could improve them? In addition to those, I have a pricing brochure. Like I said, I have a wide variety of services, about 16.

 

[fizixx]

I like the ones from info4people. What do you think could improve them? In addition to those, I have a pricing brochure. Like I said, I have a wide variety of services, about 16.

I don't want to discourage you here...

It depends on what you're using your brochures for.

What are you using the for? Are you mailing them out to addresses in a direct mail campaign?
Are they made available to clients to pick up when they're leaving the clinic?

 

[pandy]

Brochures, etc

You should definitely have pricing on the brochures...I just wouldn't place pricing prominently on the front, etc.

That's really odd, I've never seen a massage therapist in private practice put the price of their massage on the very front of their brochure. I would think that it would be akin to putting the cart before the horse.

Especially if you don't a mass mailing to new prospects, you have to "sell them" on the benefits first.

Sorry, that first part of the sentence before the comma doesn't make sense to me... what am I not supposed to do? Or better yet, what should I do? I understand the benefits massage therapy is supposed to bring to the client... but have always believed that people appreciate being educated but hate to be Sold.

I've heard people say good things about the ABMP brochure templates...but I haven't seen one.

Me either.

I'm not crazy about the ones that I've seen from Info4people

Why not? Where do you feel they "fall short?" I was under the impression that Info4people was slowly going about the redesigning or updating of their product line.

Anyway, I think the main point has been missed here tf8252... my fellow MTs on this forum would like to know Why massage holds a special place in your heart. You've been asked several times.

Normally people who are Not massage therapists (with few exceptions) are asked to confine their posting to the client section of the forum.

 

[zola237]

If you're an ABMP member, you can check out their brochures by logging onto ABMP's website: http://www.abmp.com. Your login ID is your membership number. Your password is your last name. On the dropdown menu, click "Client Education Materials." This will lead you to both a brochure generator & a newsletter generator. Click on the link that says "Customized Client Education Brochures (pdf's to print)". You don't have to go through the customization steps to preview. Just scroll down, select a brochure & click "generate". This will let you preview the brochure.

Here's a link to Info4People's brochures:
https://secure.info4people.com/brochure.php

 

[Gillian]

Ugh. I think Tim has a bit to learn about marketing himself. That website is just an invitation to give your scroll wheel a workout, and "massage launch" seems to rely on the same tactics that that a certain high-profile educator uses... scaring people into thinking that they must use a particular method to succeed... All for the LOW LOW cost of $47/month!

This is spam, it's just wordy spam. I like Spaboom's marketing tactic... (marketing that targets US, massage therapists, that is.) Design a superior product, make it inexpensive (or free) to get into, design it so you get paid when it works, request word of mouth, and be on hand to answer questions.

I give them an A+.

Coming from a person who spends way too much time on the "interwebs," I give your site a "D-". It reads like a late night infommercial. It's "in your face", it doesn't sell based on merit, it sells based on the fear/scare-laden premise that we must buy to succeed (regardless of your minor "lip service" to the idea that there are other things that work.) AND... you provide no references.

In addition, your marketing here sucks. You started the thread telling us HOW to NOT market, and titled it "might make some enemies..." Have you ever heard the term "self-fulfilling prophecy?" Then you get hostile when someone points out that if you want to market to massage therapists, it might be a good idea NOT to mis-spell "massage?" What is that? I'll tell you what it's not, good marketing.

When I go to Spaboom, the site is clean, basic, well-designed. Most of the information on each page is above the break, (granted I have a very large monitor : .) They sell based on merit. The cost of a site is minimal, they break out their services so you can subscribe to a single portion, and pay as it's used. They have terrific references that are easy to find, and best of all, it's easy to try, I know people who have, they are happy, and it's very low risk.

Plus, those guys are ever and always cordial, even when criticisms have been brought up. I have yet to see them behave unprofessionally.

THAT is a terrific marketing model.

 

[Haken]

i think tim is right. most mt's have no idea how to market and do a really crappy job of it when they try. they also spend WAY too much money on stuff that doesn't work.

why do a lot of people here jump on and attack others who post here? if you don't like what they say, move on to another post. i think the original post could be very helpful to lots of mt's.

i thank you for your post tim. i like hearing ideas from everyone! it helps to see from different perspectives.

 

[Matt Gavaghen]

Thanks terab

Can't please some people

 

[Black Sal]

Terab wrote: Why do a lot of people here jump on and attack others who post here? if you don't like what they say, move on to another post. i think the original post could be very helpful to lots of mt's.

I don't believe Tim is being attacked. I believe he is being questioned, and he is choosing to duck the questions. Regarding brochures, I think he isn't providing much information, because he doesn't have the knowledge to share. He knows what he doesn't like, but his advice stops there. Regarding his "passion for massage therapy" he refuses to explain why exactly he's passionate about this field, even though he's been asked numerous times.

I agree with you terab that the first post brings up a valid point, but the rest of Tim's posts are vague at best and lead me to believe he is here to sell his product under the disguise of a "discussion" on this forum. Like it or not, people will object to that.