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(This article was written for Massage &
Bodywork and appeared in the Winter 1998 issue.)
It's likely that you want to see as many
of your clients as possible adhere to a steady schedule
(at least 3-4 times a month); both your practice and your
clients will be much healthier for it. If you haven't yet
added a regular newsletter to your promotional arsenal,
you are missing out on one of the most effective marketing
tools available to you. Many massage therapists and body
workers have overlooked the powerful results a well-crafted
newsletter can bring to their practice. In the following
article, look at how this proven format can strengthen the
other positive promotional steps you take.
Consider a moment what you currently do
to build client loyalty and what makes some clients see
you faithfully, while others call for your services only
sporadically. Obviously, the first important step in building
loyalty is delivering excellent service. The supporting
actions you take probably include creating a clean and soothing
environment, sticking to your scheduled appointment times,
and communicating enough with the clients to know you are
serving their needs at each session. So, what are the determining
factors that turn clients from dabblers into dedicated disciples
of massage?
Again, the obvious element is an excellent
result from the massage(s) given. Unfortunately, if you
rely on this alone, you will not retain as high a number
of clients as you'd like. The two points that are often
lacking for the client are: 1)
Adequate knowledge of the benefits of massage; and 2)
An understanding of the reasons they should continue with
regular massage. So what is needed is regular and effective
education. Really get this concept, because it is one that
is easily overlooked. You give a client an excellent massage.
She goes home feeling relaxed, tension gone, but doesn't
understand why or how this happens to her. Within a couple
of days, the everyday tensions of work and family life negate
much of the progress you've made with her - and also claims
most of her attention. Her lack of understanding of the
long-term benefits of massage to her overall health and
well being can be the first hurdle in her returning to see
you. Effective education is needed. Your best move is to
send her a regular communication that she'll read, understand
and act upon.
Imagine for a moment that all of your clients
know as much as you do about the theory portion of your
massage training! They would likely set their appointments
with you for months to come, now knowing how much massage
can do for them. Knowing that educating your client base
is vital, why use newsletters?
In my 10+ years in writing newsletters
for medical professionals, every professional survey I've
seen places newsletters at or near the top of the list of
the communication formats that the public likes to receive.
When written properly, this means that newsletters get read
and have an impact on the reader. Not only do you want to
give your clients valuable information about the benefits
of massage, you need to choose a format that will interest
them. A good newsletter is easy and quick to read, well
written, and eye catching (achieved through good layout
and graphics).
One of the great benefits of a newsletter
is that it reaches your clients in their homes. It's really
an excellent tool for reminding them you are here, ready
and available to service them. And as you educate your clients,
you can use your newsletter to promote referrals and gift
certificates, as well as any other special news that will
encourage them to send business your way. The fact that
you care enough to go the extra mile by sending them a newsletter
is one of those little extras that go a long way in building
client loyalty, as well.
Many business consultants recommend that
a business spend from 25-30% of their income in promotional
costs. As a rule, it costs you much more to bring in new
clients than to motivate your existing client base to continue
to see you. In fact, a quarterly newsletter will probably
cost you 25 cents (or less) per client household per month.
For most massage therapists, that works out to be far less
than 1 percent of their monthly income - an incredible value
when you consider the potential return!
When you take into consideration the other
benefits your newsletter will offer you (builds good will
for your practice, educates and motivates your clients,
allows you to reach everyone with a regular communication,
reminds them to see you regularly, etc.), you can see how
this tool can quietly have quite a lasting effect on your
business.
Newsletters are a lot like massages: you
get better results with consistent application. For best
results, pick a regular schedule (about 4 to 6 times a year),
and stick with it. The most popular time of year to send
a newsletter is at the beginning of the holiday season.
It's the perfect time to remind people to get in to see
you and handle the holiday stress, and to promote gift certificates
for gifts.
Here are some tips to make your newsletter more effective:
- Keep it short and to the point. Pick a topic or two,
cover them briefly, remind them to come see you, and end
off. You'll be more effective by covering just a small
amount of material in each issue.
- Don't get too technical. Remember that most people don't
have much knowledge in anatomy and physiology, so refrain
from using confusing terminology.
- Stay positive. Have your newsletters match the direction
of your practice - to improve your clients' lives physically,
mentally and spiritually. Carry that message forward in
your writing.
- Address just one person. When you create your newsletter,
direct your message to the reader, not your entire client
base. It makes your message more personal and more effective.
You may prefer to have someone create your
newsletter for you. Just as your clients could get a family
member to give them a massage, you know the expertise you
have to offer is well worth your client's time and money.
When it comes to promoting your practice, you may find it
worth your while to look into a newsletter service to get
the best results possible. You can take advantage of related
services, such as client list management and mailing services,
so you can make sure your newsletters get out regularly
and don't disrupt your work schedule.
Whatever route you choose, incorporate
a regular newsletter in your practice and start educating
your clients. It can help you achieve the goal of improving
each client's overall well being through regular massage
by reducing the barriers that hold them back from getting
that bodywork they so desperately need. If you need help
or advice, give me a call!
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