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It is easy to focus on the delivery of your services-actual massage sessions-and overlook the promotional steps that keep your appointment book filled. Consistent communications sent to your clients can maintain the health of your massage practice, just as consistent massage sessions can maintain the health of your clients. One of the benefits to you is that you can fill that appointment schedule with fewer clients when you take the time to develop your client base through proper education. The dictionary defines promotion as the act of furthering the sale or acceptance of a product or service by advertising and publicity. Often, in the health field, most promotional energies are expended to get new clients or patients. It is then assumed that once someone has experienced your treatment, they will naturally call you when they are ready to see you again. Therapists who accept this premise may lose a great deal of business. Just as understanding why massage works helps you to deliver better treatments, understanding the mechanics and importance of promotion helps you to strengthen your practice. Compared to you, virtually all of your clients have far less understanding of how and why massage is beneficial. Often, their motivation to see you is to address a painful condition or because "massage feels nice." These are two good reasons for getting a massage session. But imagine the better appointment frequency you could expect from a clientele that is thoroughly educated on massage's many benefits. Effective promotion to your clients should accomplish two results:
Busy People Realize how busy people are today. As an example, think for a moment in your own life how many interests you have. Consider the amount of time and money required to do these various interests. Ask yourself how many of your interests you actually follow on a regular basis. What percentage of this list is on hold until you have the time or money to spend? You do the things that are the highest priority first, and so do your clients. So you need to get your service moved way up on each client's priority list. What is going to accomplish this is consistent education about the importance of massage and regular reminders that you are there to deliver to them. There are many ways to reach out to clients. Contacting them through the mail is the most time effective. You can send postcards, birthday notes, special offers, brochures, and personal letters. My favorite tool is the newsletter because it is so well received by almost everyone. A newsletter is perceived as good news and is an excellent way to share personal announcements, to educate, and to promote your services in a professional, nonthreatening way. Whatever format you use, make sure that it reflects the professional image you have created for yourself. Do not try to cover too much material at once or overcrowd your piece. Remember, you're going to be sending other communications on a regular basis, so just address a couple of points each time and make it look inviting to read. Keep your message simple and easy to read. When writing to a broad audience avoid talking down to them or going over their heads. Try to stick to the safer middle ground and be sincere in your message. Direct your communication to the reader in a personal way. (Imagine you're writing to just one person.) Avoid being preachy or dwelling on the negative side of an issue. Keep it light and interesting to read. (Read all the promotional pieces you get in the mail to see how they make you feel.) You have a nice advantage in that you have had the opportunity to begin developing a personal relationship with each client. You can build on that affinity in each communication. Promote Regularly Using proven, available techniques is a
smart business practice. One step all successful businesses take is to
regularly promote to their specific publics. No matter how huge and
successful a business has become, it continues to put the word out to
make sure it stays on the A great majority of the adult American population has not had even one professional massage. As attitudes change in favor of natural approaches to health, the potential for bodyworkers is tremendous. It all starts (and grows) with steady, effective promotion. Take control of your future growth and strengthen your practice by getting and keeping the word out about your services. . . . Jon Lumsden creates massage newsletters through his company, Food For Thought Health News, or P.O. Box 2156, Clearwater, FL 33757, 727.446.8405. |
clients'
priority list. Some of those clients may be regular customers, while
some may only come in occasionally; the successful business stays in
touch with them all.