Advertising, Marketing and Business
For Massage Therapists
4 CE Hours
By Stacey Potter, LMT, CE Provider, BS.
Copyright © Stacey Potter 2011
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It’s as easy as 1,2,3 . . .
1. Read the document.
2. Log on and take the assessment.
3. Receive your certificate via email.
Learning Goals
Goal 1: The students will explore comments about the laws related to advertising.
Goal 2: The students will be exposed marketing methods.
The Texas Code for Advertising is in Rule 140.306
The link to the Texas Administrative Code is:
Comments for Rule 140.306 Advertising
Unless a person is licensed as a massage therapist, the word “massage” cannot be used in any advertising. A massage therapist is a professional and as such gets the right to advertise using the word massage.
As a therapist advertising may not be false, misleading, or deceptive. If a claim is made it must be verifiable. When creating advertising it is important to be as accurate as possible. For instance, one can’t advertise having a high level of knowledge or skill in a field like reflexology without the education to back it up. It is also unethical to mislead or try to deceive a potential client when advertising. One illustration of this would be a therapist after reading a brochure about a style of therapy to state in the advertising that he/she is now an expert in the field. Every part of advertising must be honest. A therapist may not overinflate credentials or skills.
There should be no advertising that states that no deductibles will be charged to a client.
Unless you are willing to work for free, which you might end up doing, this is not a wise decision. There is no guarantee that you will be paid by a third party insurance company if you do this. The insurance always has the right to deny a claim and in the event they do, you would be out your work. I would never advertise that there is no deductible, but I will give coupons for a free 15-minute session and then work with the client and the insurance company to make the care as affordable as possible. I will share some more ideas for getting the clients as we read on.
As a therapist we can’t take advantage of the fears and emotions of our potential clients in advertising. I almost laugh when I hear another therapist state that they can cure cancer, but I have heard it on more than one occasion. I hear people stating that massage is a miracle cure for many ailments. I believe in the power of massage for wellbeing, but there have not yet been documented studies conclusively stating “cures.” As professionals we need to be very careful about how we advertise our services. We can’t take the chance of making unproven statements. If taken to court, the consequences would be severe.
All advertising needs to contain the therapists legal name, massage number, and business name. It is important that your advertising is legal. Put all of the information on it just to make sure.
A massage school must be honest about their competition. When I went shopping for a massage school, I remember one school saying bad things about the competition. I attended the competition. I didn’t want to go into a place where they had bad things to say about anyone. Ours is a profession where word of mouth is most of our advertising. It is important to keep the negative out of our mouths. I try always to say nothing if I have nothing positive to say about a competitor. It has served my very well making some of my competition friends who refer business to me.
A massage school may not take on students unless the license of the massage school is valid. Massage schools may not tell students they are seeking them for employment. The massage school I attended was very careful not to say they would get me a job, but they did their level best to place me when I was done. When a massage school is advertising it needs to use the full name and license number of the massage school within its advertising. Massage schools may not guarantee employment to the students. A massage school can only advertise accreditation if they are accredited. A massage school may not pay students for testimonials.
Marketing Ideas for Massage Therapists
The first step of marketing is to decide what is needed. Every therapists practice looks different. There are many different venue’s of massage: spa, doctors office, fitness center, chiropractic, in the homes of our client, in our home, in an office setting, and any other place. I think the strangest place I have done a massage is in an airplane. I got a free ride and a fun trip out of the deal. Because of this, this career is as different as we make it. This is why it is important to recognize the kind of practice that is developing for a therapist.
There are many different types of marketing based on the practice. The best way to market is to talk to people. The cost of this kind of marketing is very reasonable or free. Massage is a very personal service that requires the client to feel comfortable with the therapist. The more a therapist presents themselves in the public as a professional the more clients. People need to have an idea that they like the therapist treatment before they will come in for a massage. It is difficult to portray this through print advertisement. All professions depend on referrals, or word of mouth, and massage is no exception. Some methods to help get the word of mouth moving are: 1. Do demonstrations or lecture in front of any group who will have you. 2. Give free introductory massages. 3. Discount services for clients who refer others to you. 4. Join the Chamber of Commerce. 5. Do on-site promotional massages. 6. Get a feature article in your local paper. 7. Become a guest on a talk show. 8. Network all the time.
Lets take a look at the person-to-person marketing strategies.
Demonstration or lecture
Some of the places to lecture include any place with a group of people: health club, women’s groups or men’s groups, churches, social groups, workplace training, professional groups, Rotary, yoga group, exercise class, or any other group. Ask your clients if they have any suggestions about any groups they are in.
When it comes to massage, you are the expert. The idea is to present a short speech about massage. Key points to discuss are: the nature of massage, the benefits of massage, and what does a massage session look like. After the short speech do a mini massage on a volunteer. The others in the group will be envious. It is also a good idea to follow up with short chair massage on curious members of the group. This demonstration helps you to: establish rapport with the group, educate about the benefits of massage, and gain an understanding of the process of massage. This helps the person who is worried about massage to peek inside the process and learn why it isn’t to be feared.
Many people have an innate fear of public speaking. This is just an option for marketing. I have a friend who is afraid to speak in a group, but can give an awesome massage. We usually go together and I do the talking while she roams the room giving mini-massages.
Give Free Introductory Massage
Anybody will take a free massage. Therefore, it is important to be selective when giving free massage. As soon as someone finds out I am a therapist they point to a spot on their body to see if I can ‘work it out.’ Sometimes this is okay and sometimes it isn’t. I need to know when I am willing to do it or not. As a therapist we cannot work for free all of the time so we need to learn our limits.
Some of the most effective referrals I have cultivated from free massages have come from certain groups of people such as: psychotherapists, medical doctors, chiropractors, acupuncturists, principals, teachers, coaches, trainers, physical therapists, nurses, massage therapists, and well known people in the community. These people who are in a position of trust will give you a good word and work will start to come in.
Discount Services to Clients for Referrals
Most of our clients will refer us to their friends even if they don’t get an incentive for doing so, but you need to decide if and how you want to reward someone for referrals. I have done a half off your next massage when a client sends a referral. The best reward I usually give to clients who refer is free aromatherapy for the referred and as well as the referee. This keeps the stress off my finances and gives the client something extra for their kindness. I will sometimes add hot stone massage or a five-minute reflexology treatment for a referral. When rewarding a client for referrals try to do something that they like. I usually give them a choice.
Referrals are a very big part of building a thriving massage practice.
Join the Chamber of Commerce
The Chamber of Commerce in the community is there to address business in the area. This is a great place to get into the community and network with other business owners. This is the kind of connection we need to make. It also lets people see the professionalism in the practice of massage. This will give you a sense of being a part of the community.
Do On-Site Promotional Massage or Chair Massage
The idea of on-site promotional massage is to bring massage into the workplace or spa. The treatments need to be brief and focus on the needs of the client. I have often done this for tips only, but on occasion when a client had a party I have been part of a spa night. This gives the power of speaking with the massage and not with words and produces some massages. I usually take my appointment book with me when I go because people will schedule on the spot.
Some venues for this type of massage include: shopping mall, private residence, spa, sporting event, school, workplace, health fair, and any other place where people gather.
Do a feature article in the local newspaper
One way to get free advertising is to contact the local paper and see if they will publish a feature article on massage. It helps if the article is already written and includes education about massage. Some of the areas one could write about are utilizing who, what, when, where, why, and how of massage. This is the format newspapers are written in and helps the reporter significantly. Below I have an article you are welcome to use just put in your information.
Down on Main Street there is a place to get healthy, The Therapeutic Massage Center (you name here). Stacey Potter LMT #12345 has been doing massage for 10 years, but massage has been around for more than 3,000 years. Massage is used instinctively to relieve pain or respond to injury. For example, when a person feels pain the first action is to grab and sometimes rub the injured area. This is massage. Massage has developed based on human anatomy in an effort to improve health and wellbeing. Some benefits of massage are: helping blood circulation, softer skin, relieving stiff and sore muscles, helping regulate glucose, De-Stressing, and many more health benefits. A typical massage session takes approximately one hour and is done in a professional and comfortable setting at The Therapeutic Massage Center.
The feature article can be used at any time in your marketing strategy. This gives you the kind of exposure that reaches the most potential clients for your money. Free is very good.
Become a guest on a talk show
If there is a local radio show or a morning talk show, call the producer and see if you can use that forum to get the word out about massage. You will be seen as a professional as you get into the public eye and it will greatly improve your client base.
Network All The Time
It is important to be thinking about ways to network all the time. People all around us are our clients. We need to be mindful of this and hand out business cards or promotional items all of the time. I use imprinted pens to get the word out. Whenever I write a check, sign my name on a charge slip, eat at a restaurant, or meet someone I give a pen. Waitresses have thanked me many times for the pen and I have gotten a lot of business using this strategies.
Lets take a look at person-to-print marketing strategies. This is a type of marketing I haven’t implemented very much because, to be honest, it can get very expensive very quickly. There are many kinds of person-to-print marketing strategies which include: brochures, print advertising, business cards, flyers, direct mail, yellow pages, broadcast media, and internet webpage, blogging, advertising, FaceBook, twitter, and promotional items.
Brochures
Brochures should help clients educate themselves about massage. It explains that massage is to help with wellbeing and health. A good brochure will give an accurate description of the services offered as well as the procedures followed. It is important to explain that the client will be draped at all times. It helps the client to be more at ease when a publication lets them know that they may stop the massage at anytime and that certain areas are not going to be touched. As in any advertisement it is vital to have the practitioners name, license number, and business name included. Brochures should also contain time frame of treatment associated with the cost of the treatment.
Print Advertising
Other forms of print advertising are: newspapers, phone books, educational information. Remember to include the therapist name, license number and business contact information in all ads.
Business Cards
I recommend getting business cards printed for all therapists. There are places online that will do 250 cards for under $10. It is worth the investment to look professional.
Flyers
Most computer programs now have the ability to print high quality flyers with templates to help the look of the document. Staples, Office Max, Kinkos, and many other business are always helpful when designing these documents. I use Vista Print because I have found them to be quick and inexpensive for all of my printing needs.
Direct Mail
Most of your clients will be drawn from a 30-mile radius to your business. Therefore, it is important to focus on this area with your direct mailers. Address labels can be obtained from the Chamber of Commerce’s across the country. Mailing lists can also be purchased.
Yellow Pages
This is one of the best investments to get your advertisement into all homes in your area and they won’t throw it away so quickly, but it will sit and wait until you are needed. I have put advertisements in the phone books and have had customers tell me on more than one occasion that the phone book brought them in.
Broadcast Media
Radio and television advertisements are an expensive option for the therapist as well on average it takes 27 advertisements for a client to call. That is a lot of advertising for results.
Internet
Webpage can be set up very economically using many free sites. For under $10 a month a therapist can have a presence on the Internet. More than half of my new clients visit my webpage before they see me. I have found it a tool that makes me look more professional.
Blogging is another free way on the Internet to get a presence. This is a great forum for giving the clients a lot of information and answering questions and concerns about massage.
Advertising can be purchased from search engines to help target potential customers.
FaceBook is another good site for connecting with clients and getting referrals.
Twitter can also be used. Having clients tweet about their great massage will help bring referrals in.
Promotional Items
I love promotional items and could spend a lot of money on these little gifts I hand out. I love pens the best because it is something everyone uses. I get my name, address, phone number and license number on four lines of a pen. I love the look on someone’s face when I tell him or her to keep the pen if they borrow it.
Pens are just one of the many different types of promotional items. It is up to the therapist to decide how much they want to spend.
Below I have included some copy that can be used for your own marketing needs.
Aches and pains—a massage will ease the discomfort. Call today for an appointment.
Contact information here.
Spring gardening causing aches and pains? A soothing massage may be just what you need! Call today for an appointment. Contact Information here.
Pamper yourself! An hour of relaxing massage is just a phone call away! Contact information here.
Are you a weekend warrior? Try a massage to relieve those aches and pains. Contact information here.
Looking for the perfect gift? A refreshing massage or bodywork session may be it! Call today for a gift certificate. Contact information here.
Feeling the stress. Give yourself an hour off for a massage. Contact information here.
Test Anxiety! Relax with a massage. Contact information here.
Summary
It is vital to know the laws regulating advertising for a massage therapist. Before putting out advertisements double check the law to make sure you are in compliance. Always include your legal name, license number and business information in any ad.
Marketing includes person-to-person contact and person-to-print contact. The cheapest and most important type of marketing is person-to-person contact. Some of these include demonstrations, free massages, referrals, joining organizations, chair massage and feature articles in the local paper. The most important thing is to remember to always make personal contact with others. Networking with others is the best way to gain clients. The other type of marketing is person-to-print contact which includes business cards, flyers, promotional items, advertisements, phone book, Internet resources, and many more.