Massage Marketing: I’m here to help!
You probably didn’t get become a bodyworker out of a burning desire to be a marketer. Yet here you are with a business to run.
The life span for the average massage therapist is only 7-10 years. After injury, the most common reason therapists leave the profession is failure to make enough money to sustain their business.
That’s just sad, because not only do you love your work, but pretty much everyone can benefit from massage. The world needs you!
While most massage schools give students some education in business, most teachers don’t have a background in marketing and communications.
Let’s face it—communication is a skillset. Unless you’ve already got a marcomm background or have otherwise spent lots of time developing your writing skills, marketing could be one of your biggest business challenges.
In an ABMP survey, only 28% of respondents said they use email marketing to build relationships with current and potential clients.
For lots of people, especially massage therapists, marketing can seem like a dirty word. If you have the view that marketing is sleezy, scammy, or irritating, it makes sense that you wouldn’t want to do it.
But your business needs it.
Marketing: It Doesn’t Have To Be Yucky
Think about it this way: People need and want massage. You give massage.
Marketing is simply making the connection between people with a genuine need and desire to those who provide it.
It can help to think of your marketing in three ways:
1. Relationship building
2. Providing valuable information
3. Helping people who need your services find you
That’s not so bad, right?
It’s all in how you do it.
You don’t want to be sleazy? Don’t be sleazy. You don’t want to come across as pushy or like your scamming people? Don’t push or scam people.
To me, marketing is about making real connections with people. About providing them something they want—something of value.
One of the best ways to do that is through an email marketing campaign.
Everybody Hates Email
I know—you’re like uugggghhh email. Everyone HATES getting email. We all get too much email!
But wait… Aren’t there some that you want to get?
Which ones are they?
They’re probably from people you know and trust. They give you valuable information. Or maybe they sometimes contain special offers.
Those have value to you.
That’s all we’re talking about here—providing your clients with something of real value.
Information about your hours, the services you provide, discounts and special offers… That’s all good.
But what’s really going cultivate relationships with your clients is to—say it with me—give them something of value.
You Hold Unique Value For Your Clients
Think about it—you’re a licensed bodyworker. You have way more knowledge about the human body and how to take care of it than most of your clients.
You have information that’s interesting. That’s of use to them. And you can share that with them totally unsleazy, not-at-all-pushy emails.
Now, how do you get people on your list? That’s a whole other subject I’ll go into in Blogging for Business. But for one, if your emails are interesting enough, they’re going to get forwarded.
Check out this sample email from my science and anatomy marketing pack: “The 30-lb. Head.”
That’s information most people don’t know. And it’s interesting. And at the close, you’re going to invite folks to forward it.
And that gets the recipients asking, “Hey, who’s this massage therapist who sent this?” And the next thing you know they’re on your website, signing up for your list and possibly even calling or emailing you to book a session.
And that’s just one way meaningful list-building (the kind that actually supports your business) happens.
Because that’s the other thing really good email marketing does—it establishes you as a massage therapist who knows what they’re doing.
“How do I find a good massage therapist?” Do you know how many times people have asked me that question? Many, many times.
As you know, with the exception of board certification, which most consumers don’t know what it means, there’s not really a concise, easy way for folks to know who the good therapists are.
One way you can differentiate yourself is through your marketing—show folks how much you know. It’s impressive. It’s compelling. It shows your level of engagement in your work. And you can do it in a way that isn’t jerky.
It makes you look like someone who’s on their team. Because you are.
We’re talking about authenticity here. Not smoke and mirrors. Just connecting with people and letting them know that you’re a caring, capable professional.
Great! … Now How Do I Do It?
Now, some of you are going to be like, “Great, let me at it!” and be off to the races writing your emails. That’s awesome. You go for it.
Others of you will say, “That sounds awesome, but I don’t have the time, or the first notion or where to start, or I hate writing and I just really want to focus on my hands-on work.”
That’s totally understandable. Sometimes it makes a lot more sense to hire someone to do it for you. And that’s where I come in.
Here’s How I Can Help
Custom Email Series
I can write a totally custom email series for you, from scratch. I would charge you at my day rate for that, and can throw in some business communications consultation for you where we can talk about a blog, articles—anything else you want help or direction with.
That’s 12 emails, a one-on-one consultation with me, and I’ll give you my “Guide to Using Promos, Special Deals, and Sales,” all for $975.
Contact me to discuss.
Semi-Custom Email Series
The next thing I can do is offer you a semi-custom email series. That’s really good if you have a specialized practice. Say you do a lot of myofascial or craniosacral therapy. Maybe Thai yoga massage is your thing, or you marry in multiple modalities, such as personal training, nutrition, or energy healing. I can take standard set of emails I’ve written and customize them so that they speak to your unique offerings above and beyond “regular massage.” We’ll set up a call, you’ll tell me about what you do, and I’ll create and send you your email package. You can be posting your first message on Mail Chimp the day you get it. For a semi-custom series, plus my “Guide to Using Promos, Special Deals, and Sales,” it’s $225.
Contact me to discuss.
Then there are my template email collections. The beauty of these messages is that they’re solid, engaging content, they’re ready to send (subject lines and preview text included), and they’re the least expensive option. But the cool thing is that you don’t have to use them as-is. You can customize them yourself if you like. Add some of your own text. Tweak what’s there. Or just copy, paste, and send. It’s totally up to you. But all the heavy lifting is done for you.
Prices for the template packages are: 12 emails for $49. And I’ll also give you my “Guide to Using Promos, Special Deals, and Sales.”
Think about it—if you send one or two emails per month, all of your email marketing is done for you for the year for about what you charge for one session.
That means if these emails helped you sell just one or two sessions over the course of an entire year, they’ve more than paid for themselves.
But these emails do more than that. When you engage in email marketing in a thoughtful, respectful way, you’re building relationships. And that’s what’s makes for a solid, sustainable massage therapy practice.
If you’re worried because you’re never done email marketing, don’t worry! It’s easier than ever, and you can do it for free. The basic MailChimp account is free and it has everything you need in an easy-to-use interface. (There are other providers, I’m just mentioning MailChimp specifically because it’s the one I use.)
You set up an account, add your client list, and send your first email in less than an hour. You can even set up future emails and schedule when they go out so you don’t have to make it a regular task.
But if you want to learn more about how to do all that, I go over all of it in my Blogging for Business class.
Even if you just want to email your clients from your Gmail account, you can do that with these emails I’m going to send you. No problem.
You’ve got two options: a 12-pack for $49 (plus my “Guide to Using Promos, Special Deals, and Sales”).
I’m a licensed massage therapist with more than 10 years of experience who’s been licensed in five states.
I’ve taught at two different massage schools, including serving on faculty at the most prestigious school in the Metro Washington, DC area, where I still teach today.
Classes for which I’ve been a lead or assistant instructor include:
Clinical deep tissue practicum
Anatomy, physiology, kinesiology, and pathology
Communication, boundaries, and ethics of touch