Let me ask you something. What is it that sets you apart from all the other bodywork practitioners or massage businesses in your area?
You see, asking this question is one of the most important things you need to do BEFORE you can even begin to market your massage business effectively. The answer(s) to this question should form what is actually a core part of your business identity - your Unique Serving Proposition or USP.
Actually, in traditional marketing jargon USP stands for Unique Selling Proposition, but I like 'Serving' much better, cause that is what we are doing, providing - a valuable 'service'.
Now when I say Unique Serving Proposition, I am not talking about the different bodywork techniques that you use, or how long you have been a practitioner etc. What I am talking about is coming up with a single clear statement that explains the primary advantage or benefit that a client will receive by using your services versus anyone or anything else, your Unique Serving Proposition.
When it comes down to it a powerful USP should explain your most exciting benefit, that is not offered by any other practitioner in your area and should be used in ALL of your marketing materials.
So, if you do not yet have a USP, you really need to create one if you are going to get the most out of your marketing efforts. You should also consider the different 'niche' groups that you want to attract as clients. I even know some people that have a different USP for each of their target 'niche' groups!
Here are some specific questions you should ask yourself when you sit down to create your USP:
1) What benefits does a client get when they get a massage from me?
2) What are the most pressing problems that my clients face?
3) What ultimate outcome would they give anything to have?
4) Why should a potential client choose me over any other massage therapist to achieve this outcome?
Using these answers to these questions, you can then piece together your Unique Serving Proposition by outlining the major benefit that you believe your prospective clients would love to experience and create a very clear, specific statement that promises to deliver exactly that!
The most important thing that your USP should clearly answer is, 'What is in it for them!'
Having an effective USP however is only half the job, you then need to live up to what you promise.
Anyway, to take this a step further, your USP should be your professional 'calling card', meaning anytime somebody asks you what you do for a living, you should simply quote your USP.
For example, if someone asks my partner Tania (who is a massage teacher) what she does, she answers, 'I provide first class training and support in Hawaiian Lomi Lomi & Hot Stone Massage.'
To that the response is usually, 'Oh really, that is interesting.' Tania might then say, 'Yeah we run week long retreats down in the Byron Bay Hinterland. It is really great. Participants can come away learn a wonderful new skill, rejuvenate and get inspired!
To that, the response is often like, 'Wow, that sounds amazing, do you have a brochure or something?' Tania just happens to have a few brochures in her handbag and the rest is obvious.
Now it does not always happen like this all the time, and in many instances you would not quote your USP word for word (because it would sound strange just by itself), but can you see how using our USP in the above example is far more powerful than Tania just saying, 'Oh, I am a massage teacher'? Absolutely!
For your reference, I have included several different examples of possible USPs for massage therapists:
'A Rejuvenated You In As Little As 60 minutes!' 'Complete Relaxation In The Comfort of Your Home Or Mine!' 'Total Indulgence To Your Door!' 'Effective Pain Relief...The Natural Way!' 'All Massage Styles, Available All Hours!' 'A First Class Massage Experience...Each And Every Time!' 'An Un-rushed, Full Body Massage Treatment...Satisfaction Guaranteed!' 'Caring For Your Well Being Is Our Passion!'
These should give you a good start. So go ahead and come up with your own original, and appealing USP about the service(s) you offer, and make sure you include it in your business cards, your brochures, in fact use it in ALL of your marketing materials!
Also, a good USP can be used in the headline of any advertising that you do like articles, press releases or flyers etc.
Oh yeah, make sure that you always, always have some brochures, business cards etc on you at all times cause everyone you cross paths with could be a potential client!
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