Make the Most of Massage

Category: Start/Grow Massage Business (0 – 30K)

  • How to Advertise Better Than Massage Envy

    How to Advertise Better Than Massage Envy

    Who do you think of when I say massage advertising?

    Jenny’s massage?

    Hardly.

    I think of massage spas, like Massage Envy.

    Massage spas have fat advertising budgets.

    Private practice MTs not so much.

    But we’ve got something else. And it’s a massage advertising dynamo when it becomes a habit: It’s the practice of building rock-solid relationships with other health practitioners.

    I’m not talking about a “I’m just gonna drop off my business cards” kind of connection.

    I’m talking about an ongoing, highly interactive relationship that (1) improves treatment outcomes, (2) makes clients happy because you’re all in (and they know it), and (3) spreads your name like crazy.

    Yeah, Mark, I already do that.

    For twenty years, I thought I was doing it. But then I learned that’s there’s another level to connecting with health practitioners that I wasn’t doing.

    By the way, connecting with health practitioners is something massage spas can’t do.

    For one simple reason: Their business model won’t let them.

    Imagine a Massage Envy owner telling one of her MT employees this: “Go ahead and text Bob (the client) to see how he did after his adjustment yesterday?”

    Or: “Did you check in with Tara’s PT yet to make sure that you’re on the same page?”

    Not going to happen.

    Why?

    A massage spa has to protect its business.

    If a MT walks or gets fired, a massage spa doesn’t want her to have access to a client’s information, like a cell phone number, for fear she might take the client.

    Also, we all know that massage spas tend to have a high MT turnover rate.

    And if a MT employee has a great therapeutic relationship with a client, built by going the extra mile, that client is likely to follow him when he leaves.

    So, incredo therapeutic rapport is actually a double-edged sword for a massage spa.

    The inevitable consequence of this business model is “above and beyond” gets dialed down and interchangeability gets dialed up.

    Which means we OWN strong relationships.

    Our advantage. Forever. Period.

    (Unless massage spas change their business model…psst…they’re not going to….they’re making way too much money doing it their way).

    To see the biggest business benefit from strong relationships with other health practitioners, you need to execute 3 steps (the 3rd one is the “next level” step).

    Here are the steps:

    Massage Advertising Through Strong Relationships

    Step #1: In-depth intake and permission to consult.

    I do a thorough intake with the client. If the client has a pain issue I’m going to be working on, I make sure that I know who she’s currently working with to resolve the problem.

    I then ask the client if it would  be okay if I talked to ———– (the health practitioner working with her).

    I’ve never had a client say no. And who isn’t happy knowing that everyone is working together on her/his behalf?

    Step #2: Email/call the health practitioner.

    From the get-go, I want the health practitioner I’m contacting to know that I’m there to support his/her work.

    Sometimes the person you contact may want to meet you. Whether you meet face-to-face or not at all isn’t important.

    The fact that you’re checking in and supplying your piece of the puzzle is the most important thing.

    Step #3: Do steps 1 and 2 with each client who has a condition/issue and is seeing another health practitioner for that same condition/issue.

    This is the step that will take your business to the next level and is the step that’s the easiest to screw up.

    Why?

    Because it takes effort to make steps 1 and 2 a habit and not a random act of kindness.

    Also, you won’t see the business benefits from your efforts right away.

    But if you stick with it, your name will start to spread among area health practitioners and within their patient/client bases.

    You know you’ve got a good massage advertising system in place when a client hears about you from two different sources.

    My acupuncturist gave me your card, then my friend, Joanne, said that she saw you last year for her back because her chiro recommended you.

    This is free (time as payment) massage advertising on steroids. And there’s an added bonus.

    The Added Bonus

    When you start connecting with a client’s health support team you learn a lot. And you become a better therapist.

    Massage Advertising Through Relationships in a Nutshell

    Own massage advertising by doing what the big players can’t.

    1. Deep dive into the intake and ask for permission to consult.
    2. Contact the appropriate health practitioner.
    3. Do this with each client who has a condition/issue and is seeing another health practitioner for that same condition/issue.

    It’s free massage advertising that massage spas can’t will never do.

    For more about how you can grow your business by understanding the business model of massage spas, check out: How to Compete with Massage Envy.

    Wait, Mark, too much info, I’m just starting to build my massage business.

    No problem, go here: Jumpstart.

    And if you’ve got a meh massage business (30K or less a year) and need to crank it up, go here: Accelerator.

     

     

  • How to Cure Best Massage Therapist Syndrome

    How to Cure Best Massage Therapist Syndrome

    Guess what? I’m not the best massage therapist out there.

    And I’m not greatest massage therapist that ever lived.

    Now your turn.

    Say it with me: “I’m not the best massage therapist out there. And I’m not greatest massage therapist that ever lived.”

    How do you feel?

    Like a loser?

    Or do you feel a little lighter? A little liberated?

    I’m in the liberated camp.

    In my experience, “greatest” and “best” are ideas that can stop you from taking the next business step or stop you from starting a business at all.

    Many years ago I decided I wanted to create and teach massage CE courses. It didn’t take me long to develop a course and get it accredited.

    But ask me how long it took me to start teaching it?

    Years.

    Why?

    Because I had no real teaching experience besides coaching the MTs who worked for us.

    Well, I guess a better wait until I’m a great teacher…

    Yeah, I know, not so logical. You can’t get better at something by not doing it.

    Bye-bye personal growth, time and money.

    Twenty years ago, I did the same thing with my massage business—I waited a couple of extra years to go out on my own because I had Best Massage Therapist Syndrome.

    Here’s how I handle that now.

    Best Massage Therapist Syndrome Treatment

    I remind myself that…

    1. Being the best is an imaginary state of being.

    You’re one of a bazillion massage therapists. How could you possibly know who is the best?

    And even if there was a World Massage-Off, how would you decide who won when the experience of massage itself is subjective?

    You can’t know.

    The best MT doesn’t exist. Don’t fall for the trap.

    2. “Being the best” is probably “fear of failure”.

    Did this ever happen to you? You’re jacked about finishing your website. You do a Google search and find a MT, Maggie, who has 20 years experience and is doing massage a street down from you.

    Hmm…maybe I should get a part-time job in a daycare center?

    Wait, how do you know Maggie is a good MT? Twenty years of experience doesn’t mean she’s the best MT around.

    If you fall for “the best” trap, you’ll always find someone “better” than you each and every time you’re about to put yourself out there.

    Why finish my website because Maggie’s going to get all the business?

    Why advertise as an orthopedic massage therapist because Darby’s brochure sure looks like she knows more than I do about orthopedic massage?

    And the list goes on…

    One more thing about Best Massage Therapist Syndrome:

    3. Clients don’t pick according to “the best”. They pick according to getting their needs met.

    If you don’t believe me, think about your auto mechanic. How did you pick that person?

    You probably did a Google search or got some recommendations. You may even have tried a few out before you settled on one.

    But was your goal to pick the best auto mechanic?

    No.

    You picked the mechanic who met your needs (like proximity, turn-around time, workmanship, and price).

    And once you found the mechanic that was a good fit, did you have any desire to find a better one, possibly the best one?

    Probably not.

    You’re happy with your current one. Why put the time in looking for one who might be a little better?

    The same is true with massage clients.

    Clients want a good fit. They’re not on a search for the best massage therapist in the county, country or world.

    Work to be Your Best

    So, if you reject “being the best” thinking, what should you be?

    Somewhere between subpar and mediocre.

    Joking.

    You should be the best you can be.

    And you can only be that by getting reps in.

    I got teaching reps in by having my wife, Lisa, assist me with larger classes the first year.

    They’re falling asleep. Do something different.

    As time went on, with Lisa’s help, I got better.

    Best Massage Therapist Quick-Fix

    So, do you think you have a case of Best Massage Therapist Syndrome?

    If so, remember that “the best” is an imaginary state of being.

    It could also be an excuse because you’re afraid to fail.

    And definitely don’t forget that clients pick MTs based on needs being met, not greatness.

    To move forward with your massage business, you only have to be your best.

    You do that by getting reps in.

    If you need help, get a Lisa for feedback and guidance.

    If you don’t have anyone, I’ll be happy to be your Lisa.

    Shoot me an email and let me know what’s going on.

    I’d also recommend joining my email group. It’s free and I’ll send you my latest everything to keep you moving in the right direction.

    Sign up below:-)

  • How to Price Your Massage to Make Money

    How to Price Your Massage to Make Money

    Massage pricing is not easy, but also not as hard as you may think.

    The other day I read a post and the LMT who wrote it said that she never lowers her price because it devalues her work.

    She added that LMTs who discount their massage do a huge disservice to the industry because clients start shopping for lower prices.

    And if we all vowed to never lower our prices, held hands and sang Kumbaya around the massage table, we’d all be happy and well-paid.

    Okay, that was a little nasty of me and, honestly, I have no room to talk. When I first started massage I was Mister I-Discount-Every-Massage-Because-I-Think-I-Suck.

    Add up all that money that was lost because I discounted my massage and think of all the money I could have spent—I mean saved.

    But that’s not the end of my pricing story. After I got confidence (go here for some) as a massage therapist, I started to over-value my service, and I missed business because I was too expensive.

    I was a pricing pendulum.

    Eventually I realized that the price I should charge shouldn’t solely be determined by my gut (how much I felt I was worth). Something else needed to be factored in.

    Competition

    Whether you like it or not, competitors, the massage businesses in your space, are free agents and are probably not going to agree to price fixing.

    What they charge matters.

    Why?

    If you’re charging $85/hr and Johnell down the street is charging $70, you better be $15 better than Johnell.

    And it doesn’t matter if you think you’re worth the extra $15. Trish, the customer, has to think to think you’re worth it.

    And how is Trish going to determine if you’re worth it?

    Someone OR the Internet will tell her.

    Referrals

    Having a client refer Trish to you is pure sweetness.

    In that scenario, price expectations are already set because your price was probably already mentioned when the referral was made.

    But if the Internet tells Trish that you’re good, things are a little different.

    Let’s say that Trish goes to your website, sees that you have good reviews and likes what you say. But the $85 is a little more than she wants to spend.

    She then lands on Johnell’s website, another good fit with good reviews, BUT Johnell is charging $15 less.

    Who’s Trish going to call?

    Not you.

    So because of the Internet I need to do massage at $65 an hour, Mark!

    No.

    But you need to do some serious price thinking.

    Fix Your Website

    First, you need to make sure that your website is all that it can be–it needs to engage Trish.

    1. Are you answering her questions? If not read this.
    2. Do you have great reviews?

    You need them. Lots of them. As many if not more than Johnell. If you need more reviews ask existing clients to give you reviews.

    1. Is your website optimized for a local search?

    No biggie. Click here and you’ll find how to do that in this website guide.

    Okay, now you’re on even footing with Johnell in terms of your website presence.

    Finding the Right Price

    Now, let’s talk actual pricing.

    You want $85. Johnell’s at $70.

    Hmm…what would happen if you offered a one-time, introductory special of say $59 or $65?

    This is what happened to us: People started calling.

    Once you get them through the door, then you just need to give them reasons to come back.

    I have no doubt that you’ll do a great massage–and that will be a pretty convincing argument to come back.

    But what about your price? Is that convincing?

    Is the $15 difference between your price and Johnell’s price a deal breaker?

    Maybe your price in the Johnell market should be $75.

    And lose $10 a massage, Mark!

    Well, let’s do the math.

    The old way: $85 x 0 (the number of Internet clients that you were getting) = $0.

    OR the new way: $75 x 4 (the four new online clients that come back to see you in a month) = $300.

    But, here’s the thing, you may not need to adjust your price at all.

    It could be your $85 is spot on because customers experience your value as higher than the other LMTs around.

    You’ll know if you’re spot on in a couple of months.

    How?

    Are those introductory massage clients coming back at your $85 normal rate?

    If not, you may want to start retooling your price.

    Massage Pricing to Compete

    There’s no way around that we’re emotionally connected to our price.

    BUT unless you’ve got serious self-devaluing issues and are always discounting your hourly rate, you need to be willing to adjust from your ideal price if you want to be competitive with the LMTs around you.

    First, know the market you compete in.

    Who’s good?

    Who’s got a big clientele?

    What are they charging?

    Set a price around that rate.

    Get the client to call by having an engaging website.

    Once the client comes in, the price testing has begun.

    If your intros are not coming back, you might be too high.

    If they talk about what a great deal you are, your price may be too low.

    Pricing is not rocket science, but it shouldn’t be pure gut either.

    By the way, if you want to save money buying massage insurance, I wrote this article: WHO HAS THE CHEAPEST MASSAGE INSURANCE?

    Need help?

    Check out my free massage business crash course: Jumpstart.

    I also have an email group. Sign up and I’ll send my latest everything weekly. It’s free:-)

  • How to “Email” in More Clients

    How to “Email” in More Clients

    If you don’t have any money to advertise, there is one thing you absolutely need to do: Email marketing. In other words, you can email your clients about massage specials, important information and personal recommendations.

    Take a deep breath. I’m going to make it easy for you to get rolling.

    Here we go!

    Eliminating the Cheese Factor

    First, you need to get your clients’ email addresses. Here’s how I’ve taken the cheese factor out of asking my clients for their email addresses:

    1. We have a line for an email address on our intake form. And 90%-ish of our new clients provide an email address on the intake.
    2. After the massage, I let the client know that we periodically email specials out. And then I ask the client if she wants to be on the email list.
    3. I go through my cell contacts of existing clients. If I don’t have an email address for one, I will call or text her. Here’s what I say/write: “Hi, _______, I’m going to start sending out emails when I’m running a special. Just wanted to know if you’d be interested in receiving that information?”

    Get a Free Email Marketing Service

    Next pick an email marketing service. An email marketing service makes it easy to send out all emails at once and there are free versions out there. I use Mailchimp.

    Once you pick out your email marketing service, start inputting email addresses to create an email list.

    Keep the Momentum

    It doesn’t matter if you have 1000 clients or just 1 client on your email list, you need to send out your first email to get the ball rolling. Here are 3 evergreen emails that you can cycle through:

    1. Special/Discount:

    The list of specials is endless. For instance, you could offer a Birthday Discount, Monday Special (or whichever day that tends to be a slow work day), or a Client Appreciation Thank You. Below is the copy for our Client Appreciation email that we sent out. If you like it, feel free to use it.

    Subject Line of Email: We’ve lost it–$59 massage!

    We’ve haven’t really lost it. We’re just excited because we have something special for you.

    It’s been a year and a half since we opened our doors at PressurePerfect(TM) massage and you guys have been awesome! You’ve been loyal customers, provided fantastic feedback, and have encouraged us to carry on with our “against the grain” business model of no tipping, no memberships and no up-selling.

    It’s with this heartfelt appreciation that we’re offering you a special discount voucher of $59 for a 60 minute massage.

    You can purchase this special discount voucher now through May 27th by simply calling 610-955-6695. If you reach our voicemail (which could be the case because we’re often busy doing massage), just leave a message and someone will get right back to you asap to take your order.

    Vouchers need to be used between now and July 1. After July 1, the purchase price of the offer ($59) can be used towards the normal price of a massage ($80). Maximum of 2 vouchers per client please.

    Thank you and we look forward to seeing you!

    2. Information That Can Help Your Clients:

    Only send out information that you think your clients’ can use. If you send out information without keeping your clients’ in mind, they’re going to ignore your emails. Here are some client-centric email ideas: self-massage techniques, stretches for lower back, a link to an article on warming up before working out. Here’s a link to a self massage video that I sent out to our clients.

    3. Personal Recommendations:

    Recommending other health professionals can help your clients’ achieve their wellness goals. It’s also a way to connect with other health professionals and build referral sources. I only recommend services that I’ve vetted and/or use myself. Here is the copy that we used when we introduced Bernie, a kick-butt chiropractor, to our clients:

    Hi Everybody,

    Over the years, we’ve connected with some great health practitioners in the Phoenixville area. And we wanted to share their expertise with you. That’s why we asked our colleagues to provide you with a quick health tip that could have instant impact in your life.

    We’d like to start with Dr. Bernard Stern, DC. He’s a chiropractor right here in Phoenixville. We love Dr. Stern because he’s passionate about what he does, his adjustments are super-thorough (30 minutes with each patient) and he’s all about helping patients take control of their health.

    Without further ado, here’s the video of the exercise tip that he wanted to share with you:
    An Exercise to Help You Stay Young

    Hope you found his tip helpful. If you think you have a chiropractic issue and want to talk to him, you can reach him at 610-755-1886.The initial consult & adjustment is $40. After that each chiropractic session is $20. He’s not a fan of websites, but his Yelp reviews speak for themselves.

    Here’s to getting and staying healthy!

    Lisa and Mark

    How Often Should I Email?

    Start sending emails once a month. After 3 months, think about every other week.
    If 10% – %20 of your clients buy one of your specials, that’s great. Remember that a client who isn’t buying your specials doesn’t mean he’s not spreading your name to his friends and family. Your emails remind him why he likes you (and your work) so much.

    Making a Living Versus Building a Business

    Having clients’ cell phone numbers is he basis for making a living. Having their email addresses is the raw material for growing a business for FREE.

    You can get over the cheese factor of asking for a client’s email address by having an email friendly intake form. Ask an existing client for her email address by saying: “Hi, _______, I’m going to start sending out emails when I’m running a special. Just wanted to know if you’d be interested in receiving that information?”

    Select a free email marketing service. Then input the email addresses and start sending group emails using evergreen emails: Special/Discount, Information, and Recommendations. And always encourage your clients to share your emails with family and friends when it makes sense.

    Commit to sending group emails, at least, once a month. And remember that your email is like an internet billboard. Your clients may not always buy your special, but they will constantly be reminded of you. And the potential to spread your name increases.

    Free Course to Jumpstart Your Massage Business

    If you’re just starting a massage business and aren’t making 30K a year working for yourself take this free course: Jumpstart.

    If you’re trying to take a meh massage business and make it a dream massage business, go here: Accelerator.

    Ways to Save Money and Build Your Practice:

    Massage Insurance: Who has the Cheapest Massage Insurance

    Website: Cheapest Way to Build a Website.

    Rent a Massage Room: How to Rent a Massage Room for Cheap.

    Questions?

    I am here. Email me a mark@makethemostofmassage.com! 🙂

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