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Massage Today
March, 2002, Vol. 02, Issue 03

Yellow Pages, Coupons, Word of Mouth... Yada Yada Yada

By Perry Isenberg

I was always told, "If you build a better mousetrap, they will come," and "Location, location, location" were the two most important considerations when starting a new business.

As important as these items are, I do not believe they are really as vital as they used to be.

They also contradict each other.

Recently, at the Texas Association of Massage Therapists (TAMT) convention, I was privileged to sit in on a marketing panel to discuss niche marketing and other business issues. There was a general consensus that as long as you do a good job and promote well, word of mouth will develop to ensure the growth of your business. Though I agree, I do not believe it is nearly enough to ensure continued success.

It is just as important, if not more important, to stay involved in your industry and community. By relying on word of mouth, theYellow Pages, coupons, and a few contacts, you are keeping all your eggs in one basket, so to speak.

Massage therapists need to identify the broad range of opportunities to source new clients and contacts. With your industry associations working hard to generate support and create awareness of the therapeutic benefits of massage, more and more people view massage as more than just a luxury for the privileged.

Although aligning with chiropractors and physical therapists has been going on for a while, I suggest it is far from enough. As Steve Capellini noted in a keynote speech at last year's Florida State Massage Therapy Association (FSMTA) convention, the spa industry represents probably the single greatest opportunity for massage therapists to expand their reach, both personally and professionally. Spas, industry, doctors, etc., must be embraced to expand the power of your touch and to ensure the success of your business.

The chiropractic office I visit offers health & wellness seminars three times per week. What a great idea! Many of your patients listen to talk radio and health-related programs. Everyone is taking more interest in personal health. (By the way, it is time to start calling them "patients" instead of "clients." You are not a talent agency. You are a health professional, and the people you care for are your patients.)

Providing the opportunity for patients to talk, question and learn in a group setting is priceless. Set up monthly seminars at local businesses.

Be passionate and reach out. Affiliate yourself with local groups, sports leagues, etc. You'll be amazed at the impact these actions will have on you.

The best action you can take to ensure continued success is to understand the power and benefit of your touch. Spread it around, and everybody will be happy, including your accountant!

Until next month, be healthy, be good, and stay focused and motivated!

Click here for previous articles by Perry Isenberg.


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