Let’s face it, advertising is expensive! It is common for new therapists to put an ad in their local paper and wait by the phone to take all the bookings…..only to be disappointed. In later blogs we will consider how to write effective advertisements, but today we will focus on just a few inexpensive methods to attract clients and common pitfalls to avoid.
Build Win/Win Partnerships
When Vitality Options first began, we made a decision to partner with people who reached a similar target to us but were not a direct competitor. Keeping the W.I.I.F.M. principle in mind (that’s What’s In It For Me - from the partners point of view), we approached our local fitness club with an idea that would benefit both of us. Our first tactic was to suggest that they run a ‘member of the month promotion’ where we would give a full body massage to a member of their choice who had excelled in their training. They had not considered anything of this nature before and were just as excited by the concept. We did all of the ‘work’ for them including creating a poster announcing the winner and a certificate for the individual that had both ours and the clubs logo displayed. The second tactic we used was to offer the owners free massages so that they could experience our services first hand and recommend them to their members. This was extremely effective and was a fantastic springboard to getting our business up and running. These methods were instrumental in developing our client base and word of mouth referrals. Our statistics show that 50% of our clients come from personal referrals, and that these referrals are most likely to become valued repeat customers.
Use Your Business Card As A Tool
Your business card is arguably your most valuable marketing tool, so a little thought into its design goes a long way. Your card represents your business image so it should be clean, clear and present your massage practice in a way that instils trust and professionalism, but can also reflect a little of you too. You can include a testimonial on the back, invite action with a special limited offer, include a photo, or add a slogan that markets your uniqueness. Be sure to include your web and email address if you have one, and please, please use a landline number whenever possible, relying on a mobile number can reduce response. If you are looking for great designs that are free or very low cost, check out Vista Print for your business card needs.
Have an Irresistible Offer
A time limited offer can encourage prospects to take action today. We recommend value adding to your service, rather than cutting your price as this may attract only clients that want a discount massage. Vitality Options uses free detox sessions and extra massage time to promote ourselves. You can use your offer on your business card, in any correspondence or promotional activities.
The Give and You Shall Receive Principle
Although we don’t recommend price cutting, we do suggest offering freebies to qualified prospects who have a capacity to tell others or to generate community interest and encourage others to talk about you. You can also give free advice in the form of newsletters and email to qualified clients who have freely given their contact details to you.
Network, Network, Network
Reaching people face to face increases your exposure to potential prospects. Do not underestimate this. Your first course of action is to get to know them a little and allow them to get to know you. Be interested. You can then use your business card and irresistible offer to encourage action. Join your local business or health network or speak at your local community groups. We will explore how to talk about what you do in later blogs.
Free Articles
What reaches your local area, is credible and allows you to establish yourself as an expert? Answer – your local newspaper. Take a closer look at your local press and you will find it is full of articles submitted rather than written by their journalists. The key to using local press is not to talk about yourself but to speak directly to the reader and what they might be interested in. Don’t just speak about massage – your knowledge is broader than that. You could write about back pain, insomnia, stress and so on, there are any number of articles that could help to distinguish yourself as an expert in your field while including the benefits of massage and inviting readers to contact your for further advice. This approach can also apply to specialist health and trade magazines. You can also submit articles for free to online article directories. We will explore online marketing further in later blogs.
Ask For Referrals
The golden rule – if you don’t ask you don’t get. If you have been able to help your existing clients, then you are likely to be able to help their friends. 50% of our business comes from referrals, and most of these become repeat clients. It is perfectly acceptable to ask your established clients if they know anyone else who can use your services, and offer them your business card with a time sensitive offer on it. You could also hold competitions to promote referrals, or offer free massage after a certain number of referrals. We like to offer a gift voucher to clients as a thankyou for referring friends.
Markets
Community markets are generally inexpensive (as low as $20), and work in two ways. If you are set up for massage they allow you to generate income on the day, plus you are outreaching to the community and letting them know you exist. You could offer seated massage using a portable massage chair, or if you can screen your site effectively offer full body massage on a portable table. Be sure to have your business cards ready. Markets are also an opportunity to sell gift vouchers so be sure to have some prepared before hand.
I encourage you to implement some if not all of these methods and watch your client base steadily build. Please post your comments or questions below or email us directly at info@vitalityoptions.com.au
Our next blog will explore marketing your uniqueness.
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