How Massage Therapists can survive the economic downturn

The following article is contributed by Tara Thompson, LMT. Tara assists us when we are teaching in Nebraska and is a great asset for imassage.

I recently started sharing my practice with another LMT because unfortunately massage therapy isn't as busy as it once was. Because of cut backs, lay offs, and many other economy issues it's made making ends meet as an independent contractor very challenging. Some other ideas and suggestions that have worked for me and other LMT friends are...

1. Your client has to value the work you do. As an LMT we have to educate our clients that massage is not a luxury but a NECESSITY. Showing your clients a photo of the muscle(s) your working on or suggesting a stretch they could try is always a great way to start educating them. Clients will spend money on what they value.

2. Offering referral cards, discounts, package deals, and don't be afraid to hit the streets and hang fliers or put them on vehicles in a packed parking lot. Potential clients need to know where you are and how to find you.

3. Block schedule your appointments so you can save on gas going back and forth to the office. You'll also save on utilities if you’re only using them for smaller blocks of time and not just using them through out the whole day with no appointments.

4. Never forget the power of bartering. For instance if you need some work done at your home or office scan your clientele and see if anyone can help with it or if they know anyone who can and would be interested in trading for the work…it can’t hurt to ask. You can barter for dental work, car repairs, hair cuts; the list goes on and on.

Here are just a few ideas that might help get your head above water if you’re starting to drown in this mess of an economy…Stay positive and remember to always stay flexible. Good Luck and feel free to share your ideas and suggestions with me and others…we can all use the extra support and inspiration! Have a beautiful day!

Tara Thompson, LMT

Omaha, NE

Massage Marketing: Tips for Filling your Practice

One of the most frequently asked questions I hear from massage therapists across the country is: “What advice do you have to build my private practice?” It is the million-dollar question and one I have thought a lot about over the years.

As an observer in a massage school setting, I don’t think schools are realistically educating students about the length of time it takes to build a sustainable private practice. On average, a practice requires 2-3 years of foundational work before it begins to thrive. In many cases, it can take even longer.

Ask any marketing or advertising expert what the best avenue for generating business is and undoubtedly, they will say word of mouth. It is no different with respect to massage therapy. Many therapists rely on their clients saying wonderful things about them, and telling everyone they know.

Aside form word of mouth referrals, I believe educating potential clients is a close second when it comes to filling your practice. The public perception of massage therapy is still shrouded in mystery. Simply put, there is an unlimited amount of potential clients out in the world. With education and time to dispel some of the age-old misconceptions about massage, many will be led directly to your door.

Having said that, what is the best use of time to educate potential clients in your community? Contact your local senior center, PTA chapter or organized community group and ask to give a free, one-hour educational presentation about massage therapy. Title it something like, “What to expect during your Massage Therapy session.” Bring your table, dressed with sheets and walk the audience through the entire process. From the initial phone call to the actual massage, empower them with as much information as you can. Explain concepts around communication, draping, and therapeutic benefits. Remember to leave plenty of time for questions from the audience.

In my opinion, this is a better use of time for therapists than that of “giving away” free table or chair massage. While 4 hours of free chair massage at the local coffee shop might attract one client, spending 1 hour in front of a group of twenty-five people could attract much more. In addition, it is easier on our bodies. Information is power, and when people feel empowered, that will often lead them to take action.

Therefore, I invite you to take action! Invest in your practice and at the same time, educate the masses about this wonderful healing art called Massage Therapy. Your potential clients are out there, waiting for you and the gifts that you have to share with them.

Massage Marketing Ideas for the Holidays

With only one month until the holiday officially arrives, I thought it would be a great time to share some quick Massage Marketing ideas to increase client visits in the cold winter months.

1. Sell gift certificates. Now is the time to let your current clients know you have them available.
2. Call your local newspapers and see if they have a “gift-giving idea” section that is running. Usually these listings are less expensive.
3. Consider creating some gift baskets with “home spa” products and a gift certificate for a massage. Retail for $100 - $150.
4. If you’re donating massage for a good cause this year, make sure the press knows of your efforts. There are many web resources on how to write a press release.
5. If you have email addresses for your clients, send them a free e-card with an offer on a package of massage services. For Example, buy 2, get the third session half-off, or schedule an hour in January and receive 15 minutes free.
6. Promote your holiday special on your web site home page.
7. Include a note on all of your receipts or make a flier for your regular December customers letting them know you are having an “after the holiday” relaxation special.
8. Create a festive looking promotional flier and hang in areas your future customers might frequent. Promote a holiday or after holiday theme with all your contact info. Some businesses will trade promotion (I’ll hand out yours, if you hand out mine)
9. Contact large corporations in your area and offer to work with employees as a holiday perk. You can probably negotiate an hourly or daily rate.
10. Last but not least…..Without any intent of making money, thank every customer for choosing you and wish them happy holidays.

Massage Marketing : Gift Certificates Can Fill Your Practice

A recent survey by the ABMP indicates that 29% of people get a massage because they receive it as a gift. These clients also state that the gift certificate is the primary reason for seeking the service. Imagine those statistics for a moment. 1/3 of massage clients are going because they have a gift certificate. This is a form of word of mouth advertising that will pay off immediately. Your clients will purchase for friends and family and happily send business your way. Here are some ideas to fill your practice by selling gift certificates. Most of these ideas are passive and will not require you to step into a salesperson's role.

• To make a great impression, buy professional gift certificates with envelopes. There are many places online to do this. I’ve Googled it HERE for you. Many office stores also carry generic gift certificates.
  
• Create seasonal promotions around Valentine’s Day, Mother’s Day, Boss/Secretary Day and Christmas. Click HERE for other Holiday ideas.
  
• Within your reception area place signs, banners, notes and etc. to let visitors know gift certificates are an option. Avoid using handwritten notes. These can look unprofessional.
• No reception area to display items? No problem. Print some inexpensive fliers to hand to all your clients after their session. It doesn’t have to be a high pressure sales effort, just let them know you offer them. A small local printer can help with the artwork.
  
• If you have a list of all your client’s addresses, you can send them a nice card. Include a note that gift certificates are available. Personalize it to fit your style.
• Run a holiday special such as “Buy 4 Get 1 Free” – do the math first and make sure you can afford to give away a free one.
• Place a printed label on the back of your business card saying “For Your Convenience, We Offer Gift Certificates” or simply “Gift Certificates Available”.
• If you have a website, promote certificates in a visible location. Many people will search for gift ideas online.
• Check locally to see if there are any upcoming events. You can set up a booth to promote your business and sell gift certificates.

Check with your accountant to make sure you are selling gift certificates within your state's guidelines. Post your gift certificate ideas by adding a comment below.

Here's a picture we were sent by a reader. Added 10/17

Massage Marketing: Creating an Ad

You are getting ready to run an ad and then you wonder…what should it look like? Many advertisers fall into the early trap of trying to say too much. Often this is fear based. A finely crafted ad does not require over wording.

On average, people will see around 5000 marketing and advertising messages every day. You have to assume most will be quickly forgotten. To be successful, communicate most of your message with the picture and caption. Very few people will take the time to read an entire ad.

Research indicates that readers notice ad elements in the following order:

1. Picture or Graphic
2. Caption
3. Headline
4. Text Copy
5. Signature (Name and contact info. of advertiser)

Advertising expert David Ogilvy (1911 – 1999) devised an ad layout formula for some of his most successful ads. These became known as the “Ogilvy”. View classic Ogilvy ads: HERE

The examples I posted above demonstrate good use of photos, captions and copy. (We are not promoting these products, only their advertising layout). Remember, the formula for ad building is not set in stone and variations can be devised using personal style and creativity.

Tips for the ad's main elements:

Picture or Graphic - Let it be expressive and evoke in your potential client the benefit they are seeking. Choose a photo that will support the caption and headline.

Caption - In a few words capture the essence of what you are communicating. Your message should be in-sync with the photo or graphic. This is a good spot for a client quote on benefits.

Headline- Use a succinct message communicating your purpose. The dog food ad uses these simple words “Feed pure. Live pure.” The herb ad also uses a short, clear message which works.

Text Copy – Edit this until you have as few words as possible to communicate your message. Make it easy for the potential client to understand what you are communicating and what they are supposed to do.

Signature – Use your logo, company name and any contact information your potential client will need.

To quote David Ogilvy, “To get clients, do good advertising".

If you have any specific questions about ads, feel free to reach out to debra@imassageinc.com.

Starting a New Business

The thought of starting a new business can be overwhelming. There are many things which need your attention, usually at the same time. A great resource I have used has been entrepreneuer.com. There are numerous articles on many topics that can assist you. Stop by and take a peek.