Massage Career Tips
How To Talk So Prospects Listen
A three-step recipe for massage marketing success.
By Elizabeth Fletcher Brown LMT, BA
I was recently at a networking event when I approached a woman and asked her what she did for a living. She told me that she was a massage therapist. I asked her who her ideal client was, to which she 
replied, “Anyone who has a body”. I then inquired as to any specialty she had. The therapist shrugged and said, “Just whatever the client needs…… I can do injury treatment, relaxation massage, some sports massage…… just whatever they need”.
As I walked away I realized that nothing that this therapist had said gave me any indication as to who I’d possibly want to refer to her, or why. She didn’t distinguish herself in any way from the many massage therapists I know.
Being able to speak about what you do in a clear, compelling way is essential to building a thriving massage practice. And yet many therapists are not at all effective in articulating specifically what they do, or how they are different from their “competitors”.
Most practitioners, when talking about their massage services speak in terms of features, for example, how long they have been in business or what training and certification they have.
But the truth is, in general, people are not very interested in what you happen to do but are much more interested in what might be in it for them. What benefits do you have to offer?!
Our prospective clients are busy. They have complicated lives. They have problems. And what they are searching for, more than anything else, is a solution to a challenge, a pain or a predicament in their lives.
When you can address a prospective client’s challenge, it shows that you really understand them. This will peak their interest. Especially if you can speak their language. Then, naturally, they will want to know if perhaps you have a solution that works. Now you have their attention!
So, to clearly articulate what you do in a compelling way, you need to know three things:
1. Who your clients are- The more specific the better.
2. What’s their problem- What are the most common challenges that your ideal client faces in their life? What might keep them up at night? If you are not sure, imagine two of your ideal clients talking about their concerns over a cup of coffee. Exactly, what might they be saying?
3. What is the solution you offer- What specifically do you do that helps them resolve or make the most of those challenges? How are you uniquely qualified to help them? What makes you stand out? If you don’t know, ask your current clients why they keep coming back. You might be surprised by their answers.
So let’s look at a 3-step recipe for articulating what you do in a way that will get your prospective client’s attention.
I work with (who your market is)
who (what’s their problem)
by (explain your solution).
Here is an example of what works and what doesn’t.
“My name is Elizabeth and I am a business coach.”
This doesn’t set me apart from my competitors, nor does it tell you much about what I do.
Let’s try again….
“My name is Elizabeth and I work with massage therapists to help them build successful practices.”
This tells you who I work with, and a little about what I do, but it doesn’t address a specific problem, nor is it very compelling.
“My name is Elizabeth, and I work with massage therapists who love what they do but are uncomfortable promoting themselves. What I have found is that when I help them to articulate what they do in a compelling, authentic way, they are easily able to attract their ideal clients -- like magnets.”
Can you see how that is more compelling and memorable? And instead of “that’s nice…” most people I share that with tell me about a therapist they know who could use my help. This strategy can work for you. Try it at the next gathering you attend and see if you get referrals!
This aspect of building your massage practice (articulating what you do in a compelling way) is so important to your business success. Let’s face it... If you can’t talk about what you do in a compelling way that gets you clients, who can?
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Adapted from the free workbook, 8 Steps to an Outrageously Successful Massage
Practice by Elizabeth Fletcher Brown. Elizabeth Fletcher Brown BA, LMP, has been a licensed massage therapist since 1989, and is a certified business coach. She is the founder of the Massage Business Center, (www.MassageBusinessCenter.com) which has been offering free resources to support massage therapists in creating successful businesses since 2003. In addition, she currently hosts a radio show for massage therapists at www.MassageSuccessRadio.com.
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