Massage Marketing (and Lettuce): THIS is the most misunderstood part…
Possibly the most misunderstand part of massage marketing is TIMING.
And, I’ll prove it to you, and show you how to nail this aspect of your marketing at the same time.
What do I mean by TIMING?
Well, let’s start with this…
A client becomes a client NOT when you’re ready to acquire them as a client, but when THEY’RE READY to become a client.
It took me, personally, a little bit of time to really grasp the true meaning and impact of that.
So, it’s worth repeating… a client becomes a client NOT when you’re ready to acquire them as a client, but when THEY’RE READY to become a client.
And, for your massage marketing to be effective at converting prospective clients into paying clients, you’ve got to present your massage offer at the right time – when they’re ready to take action.
(In a second I’ll show you how to make sure your massage marketing arrives at the perfect moment, so you get everyone who’s ready to become a massage client into *your* practice.)
Any earlier than when people are ready to take action, and it’s the wrong timing for your marketing.
Any later and it’s also the wrong timing.
Think about it like this…
An advertisement about office furniture is only really compelling when you want or need new furniture and are serious about buying some.
If that same advertisement arrived in your hands any before you were interested in buying anything, it wouldn’t have any impact on you.
Same thing if it arrived after you already purchased some furniture.
It’s all about TIMING.
Here’s the thing…
There’s a varying process that clients go through before they actually “pull the trigger” and become your client.
For some people this is a very lengthy research project where they look into all of their different options, modalities, treatments, etc.
For others it’s a spur of the moment decision and action.
Regardless, for massage marketing to be REALLY effective, it’s got to catch people at the point that they’re ready to take action.
So, we’ve got 2 things to oversome to insure your massage marketing is super-effective:
1. The fact that we need your marketing to arrive in front of prospective clients when they’re ready to take action – no sooner or later.
2. The fact that prospective clients are at different points in their personal process of making a decision and taking action.
So, how do we make sure you present your massage offer to these people at just the right time?
It’s actually pretty simple…
COMPELLING AND ENTERTAINING FOLLOW-UP.
One of the biggest marketing and practice-building mistakes I see therapists make is giving up on prospective client leads way too soon.
Typically what happens is a prospective client may receive one or two follow-up contacts from the therapist.
Then, if they don’t become a paying client, they get scrapped or removed from any further on-going marketing efforts.
This is a huge mistake.
Again, for some people, you may be catching them very early in the “buying process”.
If you’re using lead generation (which I sure hope you are), you may be getting people early in the process, in the middle of the process, or late in the process.
Some people may not be ready to take action and become a regular, paying client for several months. But, if they’ve responded to your lead generation offer, they’ve identified themselves as a prospective client.
So, by doing regular, value-added, compelling marketing to those leads, you will be able to convert a good percentage of them into clients over time – when THEY’RE READY, not when you are.
And, that’s why it’s so essential to have effective systems in place to follow- up with prospective client leads.
This way, regardless of where those prospective clients are at in their own, personal decision making process when they come to you, you’re marketing, over time, will naturally lead them to YOU, when they’re ready to get started.
This is also why the Instant Massage Newsletter is really revolutionizing the client attraction process for so many practitioners.
http://www.InstantMassageNewsletter.net
Because it follows-up with your leads for you, using compelling content, massage commercials, audio massage testimonials… all within a fully personalized and branded online massage newsletter… to insure your marketing is present at the time people are ready to become paying clients with you.
And, because the Instant Massage Newsletter is driven by proprietary technology, and not plain email, or old school printed newsletters, everything is done using entertaining multi-media technology, at a far, far lower cost than what could be done using offline marketing systems.
Anyway, regardless of whether you use the Instant Massage Newsletter to automate all of this for you, or you choose to do it on your own, the thing to remember is this…
As one popular marketing expert, says, “There’s only one difference between lettuce and garbage.”
“TIMING.”
What is today lettuce in another 14 days will be garbage.
What is today very effective massage marketing for one prospective client will be garbage in 14 days for another.
It’s all about TIMING.
It’s all about regular, on-going follow-up. And, done with multi-media technology on the Internet, it’s entertaining, differentiating, and very inexpensive compared to everything else.
Think about it.
Talk soon, Todd Brown http://www.InstantMassageNewsletter.net
P.S. If you’re not using the Instant Massage Newsletter just yet in your practice, not a big deal.
You can still try it out for about $9 for a whole month.
Just hop over here to get all of the details: http://www.InstantMassageNewsletter.net
