How to Improve Your Email Newsletters

How to Improve Your Email Newsletters

Want repeat clients? Keep them engaged and interested in your company and services. Even if you’re 100% confident that your exceptional massages will keep them coming back, seal the deal by keeping them educated on the value of massage therapy and aware of current promotions.

Here are a few tips to creating a newsletter your clients will look forward to reading.

Write to inform and entice your clients!

The goal is to ensure your customers enjoy reading your newsletter. It’s important to keep the tone light and conversational. Focus on positive information such as company promotions or educational content. Newsletters should include engaging content that will remind your client of the quality services that you provide.

Keep in mind, most people receive a ridiculous amount of emails on a daily basis. Try to make sure that your e-newsletter provides your clients with something worth reading. You could explain how a particular modality can provide relief for common health problems. Or maybe you can feature a client’s success story showcasing the healing effects of massage therapy. Be sure to include a catchy “call to action” in order to motivate them. Some examples could be, “Share this With a Friend”, or “Schedule before the end of the month and receive $5 off your next therapy session!”

Short and sweet is the key!

The key to a successful newsletter is to keep it simple. You don’t want to bore your audience with lengthy or drawn out content. Not many people have the time to read on and on when it comes to a newsletter. Most will be reading during the day, perhaps while at work or on a quick break from their daily activities.

Whatever their day entails, not many can contribute extra time to reading a wordy newsletter. Keep it short and concise. Make use of bite-sized articles with eye catching headlines. If you feel like you need to use up some space, but your content seems complete – add images to help fill the space.

Stay consistent!

From the basic design and layout of your content, it’s important to stay consistent. People like dependability when it comes to reading their favorite bulletins. Constantly changing the design, color scheme, or article layout can become overwhelming for your readers to keep up with. A clean, organized and consistent newsletter format is appealing and engaging to readers.

Newsletter frequency is also important. Whether you decide to send out one newsletter a month, or one every other week, pick a schedule and stick with it. If you continue to provide engaging and interesting content with consistent release times, your readers will start to look forward to your newsletters.

You have the newsletter, now how can you get readers?

Even though getting readers may seem like a daunting task, don’t get discouraged! It can actually be quite simple. Ask for their email address in your client paperwork. Another great way to build your list is to add a newsletter sign-up form on your website.

Email newsletters can be a cost-effective and personal approach for staying in touch and keeping clients engaged in between therapy sessions. Remember, send valuable content in a great layout, and keep a consistent frequency.



What You Shouldn't Do On Review Sites

What You Shouldn’t Do On Review Sites

While online reviews can be a dream come true as an easy way to increase your client base for your massage therapy practice, it can also prove to be a nightmare if you make common mistakes regarding them. Here’s a look at what not to do regarding online reviews:

Don’t mistakenly think they are not important.

You run a client-centric business. While you might also sell scented vanilla candles and minimalistic music CDs, the underpinning of your business is the service you provide as a massage therapist. In a 2013 BrightLocal Local Consumer Review Survey, consumers shared that 79% trust online reviews as much as personal recommendations.  This statistic affirms that both positive and negative reviews have a hefty influence on whether or not a customer will try a new company, product, or service. Positive reviews may bring brand new clients to your massage therapy practice while negative reviews can stop them from even contacting you for additional information about your services. Consumers are forming these opinions quickly, reading less than 7 reviews before drawing conclusions; therefore it’s essential that you know what people are saying about your business. Review your reviews. Stay on top of what others are writing about your business!

Don’t be a passive bystander.

Whether the review is neutral, positive, or negative, respond to the comments posted. Provide non-defensive, professional responses, explanations, and/or feedback to each post. As the owner of any customer-focused business, you’re bound to get a complaint or two throughout the years you are in business. The massage therapy industry is no exception. While most of the time a negative review will come from someone who is already having a bad day (and you just happened to be next on their schedule), you still need to respond in a professional manner ~ so don’t respond while you are angry!  Thank the reviewer for taking the time to post a comment and then address their concern or complaint and write about how you solved it. If you weren’t privy to any problem until you read it online ~ explain that. Thank them for bringing it to your attention and provide a solution.

Don’t forget to ask.

There’s nothing wrong with asking clients to take a moment to write a review about his/her experience at your massage therapy practice. Many, many companies in various industries do it ~ including doctors!  In fact, with the change in healthcare these days, a doctor’s compensation and earning potential will be affected by his/her patient reviews and good clinical outcomes. Research shows that consumers tend to develop more trust in the business when there are a lot of reviews. Encourage customers to leave reviews!

Don’t take negative reviews too personally.

If something significant happened during a client visit that would warrant a negative review, chances are you are already aware of it and handled it at your practice. If, however, you discover online that one of your customers was upset about the long wait, or that you were out of tea, or that he/she was cold during the session, don’t let it ruin your day. Acknowledge it, address it, and Fuhgettaboutit! While it’s common knowledge that most customers are more likely to take the time to report a bad experience than leave a compliment, remember that you can learn from negative reviews and implement changes to avoid having the same mistakes made twice!

Don’t immediately respond to a negative review.

Never respond angrily to a negative review; it will only add fuel to the fire. Read the review and then respond later ~ when you can be objective.  Being professional and courteous will show potential customers and other readers that you are not only fully engaged in your business, but also that you take every person’s feedback into consideration without becoming defensive.

Don’t write a rave review about yourself.

A fake review is just that, fake. Many review sites can detect the fake reviews and will end up removing them. Although tempting, this act must be avoided. It not only breaks the spirit of the review sites, but also does not help your business in the long run because you will never be able to draw any conclusions from fictitious reviews.

Don’t pay for good reviews.

Offering money, goods, discounts, freebies, and any other products for a good review is bribery; this is unethical and should never take place. There is, however, an exception to this!  If you want to reward your customers who take the time to write an honest review of their experience at your massage therapy practice ~ well, that’s different!  By thanking them with a gift you are simply telling them how much you appreciate them taking the time to write their review, vs bribing them to write only what you want! Chances are, the review will be awesome still!



Increase Word-of-Mouth With These 3 Tips

Increase Word-of-Mouth With These 3 Tips

In every industry and for every company, word-of-mouth marketing is the best, cheapest (but most costly), and most important form of advertising. Your massage therapy practice is no exception. While hiring a full-time marketing agency may help you to brainstorm, create, produce, and launch effective branding pieces, social media platforms, and print collateral, all those efforts won’t mean a thing if your clients don’t have an exceptional, world-class, and wonderful experience at your massage therapy practice ~ each and every time they book an appointment with you.

Your customers themselves are your most powerful marketing partners because of their ability to influence other potential customers. If your customer leaves your premises feeling immensely satisfied and pleased, they will talk about that experience. If they leave feeling disappointed, unhappy, or upset, they will talk about that experience as well! This domino effect of word-of-mouth recommendations will garner you more clientele down the road than you could ever imagine.

Here’s a look at 3 tips to increase your positive word-of-mouth referrals at your message therapy business:

Tip #1: Share your story.

Whether you’ve always wanted to be a massage therapist since you first started thinking about a career, or you went to a massage therapist yourself years ago to help improve your own health, or you’re the 3rd generation message therapists in your family ~ share that founding story with your clients! They’ll love and appreciate you taking the time to tell them about the heartfelt underpinning of your business; and they’ll surely share your engaging and inspirational story with their friends, colleagues, and family members. Further, if you waited for years for what you thought was the ideal location for your building but the deal fell through and you instead secured a space at the phenomenal location where you are now, share that experience with your customers! It’ll be a more spiritual or philosophical connection with your clients about life ~ and timing ~ and how everything always works out better than how you plan.

Tip #2: Treat every customer like you would want (and would hope) to be treated.

Whether it’s a brand new client or a loyal, established one ~ each customer has chosen to spend his/her money and time at your practice. Your customers have confidence in you and your skills and have thus chosen your business (of all the other massage therapists from which they could have selected) for their massage and spa treatments. Make every appointment a professional, individualized, and wonderful one. Turn off your cell phone, don’t allow for interruptions and distractions, look your clients in the eyes when you greet them, and give each client your undivided attention. Don’t be distracted by what’s happening on the other side of the door while you are in a session with a client. You’ve hired a receptionist to handle those phones calls and walk-ins while you are with a client. It’s better to book less clients in a day’s schedule than to overbook and have many clients waiting for their appointment.

If clients do have to wait a bit, however, make your waiting room appealing and comfortable. From having the calming aroma of vanilla, free organic tea, bottles of water, and current wellness magazines on hand ~ to playing soothing music, create a welcoming environment the moment your clients step into your business. If you wouldn’t want to patronize a business that clearly shows the owner has not invested one penny into making it (and keeping it) aesthetically-appealing and comfortable, why would you think your customers would?

Tip #3: Show and share your gratitude.

Gratitude goes a long way. While you may think your clients ought to be thanking you for the awesome services you provide, quite the opposite is true. You be the grateful and humble one! Let your clients know you appreciate them. You can do this verbally, in writing, and with gifts. When they fill out the form upon their first visit, you’ve got their birthdate!  Send them a card with a coupon or a gift card enclosed. If your budget allows, send cards to all your clients during the holiday season. Send them thank you notes after the first visit to welcome them to your practice!

You are building long-term relationships with your clients and not looking simply to have them come to you for one massage therapy or spa treatment. Make them feel welcome and appreciated so that they will look forward to coming back to be in your company again. Everyone in the universe wants to feel like the most important person to someone else at some point. Make each client feel that they are the most important and favorite clients of yours!

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ~ Maya Angelou



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5 Ways to Thank Your Customers

5 Ways to Thank Your Customers and Keep Them Happy

Gratitude is often underrated, especially in the business world. A great way to set yourself apart from the run-of-the-mill massage therapists is to say “thank you” to your clients in fun, creative ways. Make your gratitude known to those who keep you in business. Try one or more of the ideas listed below to make a lasting impact on your clients.

Hand-Write a Thank You Note

Nothing says “personal touch” like a hand-written note, especially in today’s tech-savvy world. Hardly anyone takes the time to write letters anymore, so this technique is sure to give you an edge over your competition. Additionally, have the letter sent to your patient’s home (rather than giving it to him or her during a massage visit). It will be an unexpected surprise that’s sure to delight. You can do this for new clients, pick one or two people at random, or choose only repeat customers. Just remember to make it personal!

Get Social

Another great way to show appreciation to your current clients is by offering to massage a group of their choosing – it could be coworkers, friends, or family – at no charge. The best method for this scenario is to offer free ten-minute chair massages. Let your client know you’ll travel to the desired location, and make it all about showing your gratitude. For an added punch, provide lunch or snacks for the occasion. And keep in mind that this is NOT a marketing event. You don’t want your current client to think you’re using him or her to make money. While you may end up gaining one or two clients, don’t go out of your way to advertise yourself during the gathering.

Create One-on-One Time

Because massage therapy is such a personal experience in itself, you likely get to know your clients pretty well, especially the repeaters. Decide what you think they would like and treat them (one at a time, of course) to coffee, lunch, or frozen yogurt. This could also be a great way to befriend newer clients. The important thing to remember here, though, is that you don’t want to weird anybody out. Some clients may feel uncomfortable being asked out on a “date” of sorts. It’s a good idea to offer an alternative (maybe a coffee gift card, for example) so that clients don’t feel backed into a corner.

Surprise Someone with an Upgrade

What better way to say “thank you” to a loyal client than by adding an extra half-hour or so to their session, for free? Don’t tell them ahead of time; wait until you’re getting ready to start your session and then ask if they have a little time to spare. Not only is this a favorite with massage clients, but it doesn’t cost you a dime but your time. Be sure you schedule yourself accordingly that day to avoid conflicts.

Party It Up

This one’s a classic in some businesses, but you may not have thought it could work for you. Throw a party for all your clients. Note that using your own home is okay if you don’t have access to the clinic in which you practice. The celebration can be as big or as small as you’d like, depending on your budget. Make it fancy by holding a wine tasting, or keep it low-key with a picnic-style get-together. Again, remember that this is not a marketing event, so keep your focus on showing gratitude.

This is by no means an all-inclusive list; there are numerous creative ways to thank your clients. The important thing is that, no matter which method you choose, you do it right and do it often. Showing gratitude to your existing clients will no doubt benefit you. After all, appreciated people are happy people, and happy people refer friends and family. So by all means, show your appreciation!



Sell More Gift Cards

How To Sell More Gift Cards Than You Ever Have Before

While the holidays are a great time to sell gift cards from your massage therapy practice, if you market them thoughtfully, you can successfully sell the most gift cards you ever have before!  Here are some easy ways to increase your gift card sales:

Email marketing

Whether your email list includes just your established clients who have visited your practice or potential customers who have signed up via your website to welcome direct emails from you, emailing is a direct way to promote your gift cards. You can include a picture of the gift card within the email, have an ad created around it for a newsletter you email, or simply send a personal note to everyone on your approved email list explaining the benefits of purchasing a gift card for themselves or others.

Social media

Undoubtedly you already have a business Facebook page, a business Twitter account, a LinkedIn business profile, and a business presence on Instagram; embrace these social media platforms! Your followers are connected to hundreds of other potential clients for your practice. On Facebook, you can opt to post blogs and photos of your gift card yourself, as well as purchase an ad on the platform to reach those who aren’t directly within your circle of contacts (yet) but who may be interested in your professional services.

Website

Your website ought to be the mainstay for your gift card promotion throughout the year.  This is the perfect platform since your loyal customers may frequent it as well as potential new customers in your community who google companies offering your services.

Postcards

Whether you choose to design and write this marketing material yourself or decide to hire a professional service to help you, including creative and effective postcards in your arsenal of promotional pieces has never been easier. You can opt to mail the postcards directly to people’s homes and/or companies, and/or drop them off at area businesses (perhaps in exchange for marketing those local companies’ services at your practice). Further, by offering a special pricing or additional promotion on the postcard with a specific timeframe in which to embrace it, it will help motivate the recipient to respond and invest in a gift card sooner rather than later!

Print ads

Since this form of advertising your gift cards can be costly, it is effective if you choose the right newspapers and zines in which to advertise. Local publications, medical newsletters, and beauty zines are great publications to explore.

Reward loyal customers

Giving away free gift cards to repeat clients entices them to return. It also generates word of mouth advertisement which is truly the best form of advertising. Rewarding your loyal clients lets them know you appreciate them. Depending upon the size of your client base, you can send them personal handwritten notes and include the gift card within the mailing. Whether they use the gift card themselves or give it to a friend, you’re guaranteed an additional opportunity to provide exceptional service.

Storefront Placement

Perhaps the most cost-effective way to promote your gift cards (since it’s free), you can simply displaying your gift cards at your reception desk! If you also offer decorative gift card envelopes or specialty-slit cards in which your customer can present the card as a gift to his/her friend, you increase the chance of selling the cards. Beautiful packaging sells products!

Phone Greeting

During your business hours, have your receptionist answer the phone with a greeting that includes mention of your gift cards. Something like, “Hello! Thank you for choosing ABC Massage Therapy. Would you like to purchase a gift card today that offers a buy one, get one free massage? How can I help you?” Further, during non-business hours, you can leave a recording on your voice mail detailing the same promotion.

Make gift cards a regular part of your daily business ~ not just during the holidays.  Customers will appreciate the opportunity to purchase them all year long for anniversary gifts, birthday presents, or simply “thank you” gestures to bestow to their family and friends.

MassageBook makes it easy to offer and promote gift cards. Try free for 30 days!

Boost Your SEO With Business Citations

Boost Your SEO With Local Citations and Attract More Clients

Online marketing is king in today’s business world. Without it, your small business may never reach its full potential. This is true of all industries, including massage therapy. Although massage therapy is built on person-to-person interaction, online marketing is vital to growing your client base. One of the most important facets of online marketing is Search Engine Optimization, or SEO. In order to make the most of your SEO efforts, it’s important to understand and utilize local citations.

What is a local citation?

Any mention of your massage therapy practice on the Internet is considered a citation; a link is not needed for the reference to be labeled a citation. Citations come in many formats, including but not limited to:

  • Practice/therapist name (by itself)
  • Practice/therapist name and phone number
  • Practice/therapist name, phone number, and address
  • Practice/therapist name, phone number, address, and link.
  • Phone number (by itself)

While all of the above are defined as citations when found online, most are only considered partial ones. To be a full citation, the reference needs to include at least your name or the name of your practice, your phone number, and your business address.

Why are local citations important to massage therapy practices?

Citations are crucial to your local online search rankings, making up 25 percent of the top twenty search ranking factors, according to expert David Mihm’s Local Search Ranking Factors. In fact, citations are a key component of search engines’ ranking algorithms. What does that mean for you? In laymen’s terms, it simply means that the more quality citations your therapy practice has on the web, the higher your ranking can be in the search engines. This, in turn, results in more folks finding your information, which could potentially lead to an increased amount of new clients.

In addition to improving your local search engine rankings, citations confirm with search engines that you are who they thought you were, and that you are part of a community. For someone looking to try massage therapy for the first time, being part of their community is a huge plus. This factor could determine whether or not that potential client becomes a paying client.

Why are some citations better than others?

While most citations are beneficial, there are a few that will benefit your practice more than others. In fact, there is a significant variation in the value of citations. It’s all about where the citation is found online. The more reputable the website, the better value the citation will have. For example, a mention of your information on a government site is far more valuable than the same mention on a low-quality web directory. Remember to take this fact into consideration when creating your citations.

What can you take away from all this?

If you’ve been under the impression that you can grow your massage therapy practice through word of mouth alone, you could be missing out on lots of opportunity! While word of mouth has plenty of worth and should certainly be included in your marketing efforts, building an online reputation will take your practice to heights you never dreamed possible. With the proper, deliberate use of citations, you can increase your local search engine rankings and significantly grow your clientele. Don’t be left behind; take advantage of the opportunities available to you online and start meeting your goals today!

Not sure where to start? Don’t worry, we have you covered! Your FREE MassageBook account comes with our Visibility Index tool, which shows you exactly how you’re doing now, and the next steps you should take to be listed on some of the top citation directories.

The Secret to More Bookings

The Secret to More Repeat Bookings

Every business gets excited when a new customer walks through the door. The excitement grows when that customer completes their first purchase, and the experience is no different when your clients complete their first massage therapy session.

However, getting the customer through the door for the first time is only half the battle. The other half involves encouraging them to become a repeat visitor. Client retention is essential if your massage therapy business is to grow. Luckily the secret to getting more repeat bookings isn’t all that difficult to implement.

Turn on the trust

Your relationship with your clients is based on trust. They trust you to provide a high quality, personalized service and to put their needs first. Similarly, you trust your clients to provide accurate information, give honest feedback and spread the word about the service you provide.

Trust is ultimately earned through joint experience; the better the experience, the greater the level of trust, and, ultimately, the more positive the relationship. None of this happens overnight and it all requires a certain degree of hard work. You need to put just as much effort into this relationship as you would into any other.

Clear, consistent and constant communication

You don’t have to tell your customers every time you break a nail, but you do need to remind them regularly that you are there:

  • Send out weekly email newsletters
  • Create flyers for special offers or special events
  • Send reminder texts for appointments, or even something along the lines of ‘We haven’t seen you in a while.’
  • Create a blog and send out reminders for every new entry
  • Create a social media page or group and invite them to join

Social networks are excellent mediums because they can be used to create a two-way conversation between you and your existing clients. Social networking can also work as a way to recruit new clients through recommendations. A word of caution though; if you go down the social media route, remember that the conversation does have to go both ways. If you get questions and comments, you must respond and moreover, respond in good time. If your existing or potential clients feel they are being ignored, the trust you have built will disappear quicker than you can say ‘Lay down and relax.’

Gushing with gratitude

Without your clients you don’t have a business; it is really that simple, and it doesn’t hurt to let them know that you realize that this is the case. The easiest way to let you clients know that you appreciate them is to say thank you. While the words themselves are likely to be well received, adding a little incentive to visit you again will add the icing to the cake. Incentives that work well include:

  • Loyalty cards – points adding up to a free treatment
  • A percentage off of their next treatment
  • A half price treatment when they refer a friend
  • Money off if they tweet / retweet / share a status

Personalize

Massage therapy is by its very nature a very personal business. You get to know your clients better than most other businesses they deal with. Make the most of this relationship and add small touches that will make your clients feel special and feel appreciated. Some of the options include:

  • Addressing them by their preferred title / name – some clients may still prefer to be addressed as Miss or Mrs (Surname) rather than by their first name
  • Sending greetings to them on their birthday
  • Personalizing a special offer for them if they have a particular event or stressful situation coming up
  • Being interested when they tell you about their lives – try to remember key points to show you have listened

The feedback

As has already been noted, trust is important in any relationship, and it has to go both ways. One of the best ways to show that you trust and value your clients is to ask for, and respond to feedback. Requesting feedback does not have to feel like setting up an interrogation. You can provide anonymous cards for clients to fill in or create a quiz on your social media platform. The key is to ensure that clients don’t feel under pressure to either respond at all or respond in a certain way. Feedback is only valuable if it is freely and honestly given.

Many of these techniques are used in pre-sales marketing to recruit your clients in the first place. You probably realize that employ most of them without even thinking about it. The skill, however, is remembering to continue the process once they have visited you for the first time. Doing this will create relationships with longevity and, therefore, enhance the longevity of your business.



photo credit: keyofnight via photopin cc

Marketing Influence

Does Your Marketing Influence Bookings?

Marketing is a major factor in building your client base. Not only do you need to get people in the door, but you also need to get them coming back again and again. In order to do this you must appeal to the strongest factor of decision making. While logic and finance play a role, the most important element is emotion. More than any other factor, our decisions to make particular purchases are determined by emotional motivators.

Ask yourself why you don’t buy everything generic. Is the name brand version so much better? Not really, but it brings forward an emotional response in you. A particular brand of soda reminds you of fun times with friends, happy holidays with family and the carefree summers of your childhood. And that’s why you will pay 3 times as much for it. Not because its taste is that far superior, but because of the emotions that are tied to the product. Have you ever purchased an item you couldn’t really afford simply because you wanted it? It didn’t make sense logically or financially but emotional reasons override those factors. Emotion wins every time.

Here are a few simple changes to make in your marketing that will appeal to your prospective clients’ emotionality. Developing a powerful emotional motivation for new, as well as returning, clients will help you market yourself in a more meaningful way while also increasing conversion.

Discover what Brought Them to You

It isn’t enough to know that your client wants a massage. The secret to turning a customer into a repeat customer is discovering WHY they have sought out your service.

  • Do they want to alleviate pain?
  • Perhaps they need to eliminate stress and tension.
  • Do they consider a massage an indulgence or an integral part of their total health?

The more you know about why a client has come to you, the better you can match your services to their specific needs; and the better you can promote additional services and sessions tailored to those needs. Customization is key.

Seek out a Deeper Understanding

When you ask the client “why”, you are likely to get a short, to the point answer. Something like “I have pain in my back” or “I am stressed”.  You need to dig deeper. Asking follow-up questions serves two purposes. It aids in matching them to the best possible services, but most importantly, it gives them the feeling that you really care.

  • Ask how the issue is affecting their life.
  • Discover how this pain or injury is holding them back.
  • Without getting too personal, inquire about how the stress affects other areas of their life.
  • Explain that sometimes what they think is just a surface issue has deeper ramifications.

Giving the client a chance to explain the scope of their issue creates the sense that it is something that needs to be dealt with promptly. A sense of immediacy is another strong emotional tool.

Promote Solutions, NOT Services

What people want from their time with you is not really a massage. They are actually after the results of the massage. They are coming to you with a problem. You need to show them what solving that problem would bring into their life. Feelings are what you should be promoting, not techniques. It may be easy to say no to a massage—it is more difficult to say no to a better quality of life.

  • How would less pain improve their daily interactions?
  • What activities have they been missing out on that they want to get back to?
  • What feelings (strength, pride, relaxation) would they like to have again?
  • What is their ideal result?

Solving problems or bringing dreams to life is a nearly irresistible marketing message.

Show Them You are on Their Side

Sympathize with your client. Commiserate and let them know that the two of you are a team. Show them that their problems are your problems and you are going to tackle them together. Don’t use language that creates space between the two of you. Words like ‘we’, ‘us’ and ‘our’ show that you are invested in their wellness and recovery.

  • We need to get you back on the tennis court
  • We have a long way to go. But we know it is worth it
  • Taking care of ourselves helps us do a better job of taking care of others
  • It is important for us to make our health a priority

Again, it is all about creating an emotional connection. If you have similar experiences share it with your client—they will put more trust in you if they know that you can relate to what they are going through. Letting them know that you have been where they are and come through it will put them at ease. Being comfortable with you is a major factor in a client deciding to return to you.

Lastly, Bring it All Together

By following these steps you will create an emotional response in your client. They will see that you care about their health, that you are eager to help, and you want them to be well. They will see massage not just as a treatment but as a solution—a pathway to a better life, to getting back what they have been missing out on and feeling better in general. When promoted in this manner, the emotional appeal is too strong to resist. You’ll be re-booking and growing your business faster than ever.

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How to make your marketing copy better

How to Make Your Marketing Copy Better

Words are powerful tools. You can use them to attract potential customers. They can arouse consumer interest in your massage therapy service. They can convert potential customers into paying clients.

Copywriting uses words to persuade people to buy a product or service, or to influence their beliefs in some way. For a massage therapist, the goal for copywriting is to convince potential clients of the benefits of massage therapy, and to persuade them to try the massage therapist’s services.

Make It Modern

TV dominated the copywriting world in the last half of the 20th century. With the dawn of the 21st century, things started changing quickly as the Internet began to dominate the world of business. Copywriting has had to evolve to keep up with these changes.

The copywriting you use in your massage therapy business needs to reflect these changes.

  • Make a personal connection. One of the major changes brought by the rise of the Internet is a change in consumer perspective. Consumers are no longer impressed by impersonal marketing. They want to make a personal connection with the businesses they patronize. You can do this by telling your story. How did you come to be a massage therapist? Why do you like it so much?
  • Know your audience. In order for you to make a personal connection, you need to know your target client. Consumers use products or services that address wants, needs, desires, or pain points in their lives. A potential customer for a massage therapist may have problems with stress and need an occasional massage to relax. Another potential customer may use massage therapy as part of a self-care routine.
  • Ask your customers for testimonials. People like to hear what others say about a product or service. Another person’s perspective can convince them to try out something new. You can use testimonials to highlight the benefits that your massage therapy customers enjoy. You can have the customers write out their testimonial or put it on video.
  • Back up your written words with visual cues. Consumers do not like to read long pages of text. Pictures help to break up the text and give your readers a visual clue of what you are talking about. If you have a friend who is good with a camera, have him or her photograph a typical massage therapy session (with the client’s consent of course). You can also use stock photos if you do not want to disturb one of your client’s sessions.
  • Use video whenever possible. Studies have shown that landing pages with videos have a much higher conversion rate that pages with just text. That fact alone is reason enough to start using video. You can use video to outline the health benefits of massage therapy, to capture customer testimonials, or to offer various bits of advice on health living.
  • Do not use the hard sell. Most consumers today will not only ignore the hard sell. They will also view your business in a negative light if you use this tactic. They are far less likely to become a client. They are also more likely not to tell friends and family about your service.
  • Offer useful information. There is always pressure to sell, sell, sell. But, consumers do not like a pushy salesperson. They are more likely to trust you if you offer advice instead. Create a video offering tips on healthy life style changes that your clients can make to complement your service. Offer quick tips on stress relief. Demonstrate ways to reduce stress between massage therapy sessions. This will build trust with your potential clients and make them more likely to try your service.

Modern marketing still needs high quality copywriting. Make sure your copywriting reflects the modern needs of your target consumer.



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