Elaine

Massage therapists have been taught that successful marketing attempts are primarily word-of-mouth (WOM) advertising. We are influenced to use advertising tools such as business cards, coupons, fliers, and newsletters to help generate customers. To many, these epitomes are the Holy Grail in becoming successful but much to their disappointment, these efforts fail to generate a sufficient number of customers.

Many advertising tools used by massage therapists are used in a manner that results in disappointment. Learning how these advertising tools should be used in a well thought out marketing strategy is paramount to a successful advertising venture.

A marketing strategy is a planned selling effort that utilizes the most effective advertising tools directed towards a preferred customer. Mistakenly, many massage therapists are taught that everyone will benefit from their services; therefore, everyone is their preferred customer. Although the demand for massage therapy services is increasing, there are still a number of individuals for which massage will not be an option whether it is by choice or health.

Massage therapy customers can be categorized into three primary groups.

▪ Stress and Tension Reduction

▪ Pain Management or Injury Care

▪ Pampering and Self-Wellness

Identifying which category your primary customer belongs will help you to direct your marketing efforts towards the correct audience. Those that are already familiar with and interested in your services will give you the more successful results.

For instance, one massage therapist had blogged that her most successful advertising attempt was through newsletters with a $10 coupon. Whether she was aware of it or not, she aimed the newsletter to individuals that were already within her preferred customer group.

This is even true with whom you choose to leave your business cards. Your business cards are an excellent way to attract customers to your practice. Recognizing where these potential customers are categorized will help you to develop a strategy to lure them to make their first appointment by using the back side of the card. Use it as a punch card for a free or reduced rate treatment, to announce a discount rate for bringing a friend or family member, or as an appointment reminder.

Fliers have long been a traditional method of advertising for massage therapists, even for Phoebe on Friends. Distribution to your preferred customer is the best route for these popular circulars; not on the random windshields of uninterested and environmentally conscience individuals. Get permission from local businesses where your preferred customer frequents and leave them there for interested parties to pick up.

Yes, the many different variances of word-of-mouth marketing are excellent ways to attract customers and even retain customers, if you know the "who, what, when, where, and how" of your preferred customer. Starting with that understanding will save your much time and resources. Try these tips here and begin your journey to a more successful massage therapist entrepreneur.

From providing therapeutic massage and spa treatments to building a massage therapy brand to a local massage therapy chapter, Cherisa Chapa, LMT provides multiple services to the industry of massage therapy through her web site, http://www.chapaenterprises.com .