May 08
11
Writing Sales Copy for your Massage Business
One of the challenges of being a massage therapist is that you have to wear many hats. You are the massage therapist, the website designer, the bookkeeper, the janitor, the marketing and networking supervisor. You have to combine all of these skills and create a successful massage business.
One of the things I see a lot of and am even guilty of myself are websites or other marketing material that is supposed to be promoting your services and it turns out it is really all about you – you have this degree, credential, skill, experience or whatever it is. You offer this service, you do this… The vital thing that is missing is connecting with the reader (potential client). What they want to know is what is in it for them! People are only interested in themselves and how it will affect their lives or solve the problem that they are having.
Most people don’t really know the difference between swedish massage or cranio-sacral therapy. They don’t care how long you have been doing massage. They don’t know what the names of all the muscles are and don’t care if it is their splenius that is causing their neck pain or not. They only care about how it will help them feel better.
So how do you take what you do – massage- and what you know ( from massage school as well as life experiences) and create sales copy that doesn’t sound like a used car sales man but gets you what you want – new clients!
The first step as outlined in this free Ebook “Make Your words Sell” by Ken Evoy is is to get into the shoes of your reader/target. Who are they? What do they want for themselves? What do they value most? And here is the part that massage therapists cringe over- who can afford your services? Massage therapists in general want to just be able to provide massage for everyone and even seem to be drawn to people who can’t afford massage. The best way to be able to provide massage to this population is to focus on finding those who can afford you and make enough money so that you can do something like set up a clinic for low income families. Trying to work on these people without having your basic needs – enough money to pay the bills, take the vacations that you want, save for retirement – is a sure way to end up in burnout.
Another thing to become aware of is learning to talk about the benefits of massage in a way that people understand. How does ‘increasing circulation’ apply to someone who is in pain or has a herniated disc? Massage relaxes muscles but who really cares – how does a tight muscle cause pain?
These are just a few of the many things you can do for your website and brochures. In order to create effective marketing materials you need to either hire a sales/marketing person to write your ads or website for you or study and learn about it. One of the best sources are the Free Ebooks from Site Build it! You don’t need to have a SBI! website even and all of the principles can really be applied to any marketing pieces. You can learn more in the free Ebook “Make Your words Sell” by Ken Evoy. I am just reading it now so will be sharing more as I get through it. It is a few hundred pages and it used to cost $30 but it is now free for anyone to learn from.
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