resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Building From the Bottom Up
I caught up with my dear friend Honora Wolfe, in her Colorado painting studio where, if she is not praying in Bhutan or doing charitable work in a Nepali free clinic, she spends most of her time now.
Vaccines and Chiropractic: Evidence-Based Medicine or Medical Dogma?
Right or wrong, the chiropractic profession has historically been against vaccinations. However, a growing trend within the profession is seeking to reverse this position.
Immunizations by Colorado DCs: Really?
You probably didn't hear about it, but back on Nov. 21, 2013, the Board of Directors of the Colorado Chiropractic Association (CCA) adopted "immunization authority" for Colorado DCs as its No. 2 legislative goal.
Why You Should Include the Single-Leg Stance Test in Every Patient Assessment
The single-leg stance (SLS) test, also known as the single-limb stance test, unipedal stance test or one-legged stance / balance test, is often used in the geriatric population to assess static postural and balance control.
Curbing Label Overwhelm
For the average consumer, reading a food package can be overwhelming: natural, organic, non-GMO, gluten free, free range ... you get the picture.
Fibromyalgia: Put the Pain in Its Place
While some fibromyalgia patients respond favorably to regular chiropractic care, others experience minimal relief. Unfortunately, many of these patients must rely on pharmacological management to relieve their constant pain.
New Medical Technologies You Need to Know
We're all familiar with how fast computers become obsolete, as well as the rapid pace of development in the field of cell phone technology. The latest smart phones are far more powerful than desktop computers were only a few years ago.
Physical Exam 101: The Hands
I am sure you are familiar with the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
Remembering Clarence Gonstead and 50 Years of the Gonstead Clinic
Dr. Clarence Selmer Gonstead (1898-1978) took chiropractic practice from back-alley bone setting to an understandable biomechanical science. His life was dedicated to clinical competency.
Medical Qigong for the Heart: Part III
Part 1 and Part II of this series focused on the physical aspect of the Heart and mental emotional aspects of the Heart respectively. Now, I would like to focus on the spiritual aspect of the Heart.
Peer Points: Always Seeking To Grow
Ellen "Kiki" Geary has spent the last decade honing her craft. As a specialist in integrative holistic care, she went straight from completing her master's degree in acupuncture and chinese herbal medicine from Bastyr University to building a successful and thriving practice in the small community of Anacortes, Washington.
Are You a Bad Chiropractic Patient?
My father was a great DC. In fact, as you might expect, he was the doctor of chiropractic I measured all other doctors against. Sadly, he died at age 61 when I was in my early 30s.
A Guide for Talking to Doctors about Acupuncture and Brain Chemistry
Before I begin any discussion of how to talk about the effects of acupuncture on brain chemistry, nervous and endocrine function, it is essential to understand just what physicians most need help with.
Finders Keepers: The Secret to Relationship-Based Marketing
Becoming a successful practitioner has less to do with what you learned in school, and more to do with your ability to find new patients and keep them!
Coding for the Subluxation: ICD-9 vs. ICD-10
When I attended chiropractic school, I was taught that chiropractors approach health care differently than the traditional medical establishment.
A Chinese Medicine Story: An Interview with Mazin Al-Khafaji
Mazin Al-Khafaji's work has interested me for years. In February 2014, we invited him for the second time to speak at the Southwest Symposium in Austin, Texas.
Knee Pain From the Kinetic Chain
As practitioners of manual medicine, chiropractors often treat patients suffering from knee pain.
A History Worth Telling
The popularity and the use of acupuncture for the treatment of animals in the United States is at its peak.
The Science of Stretching
In 1986, Rob DeCastella set a course record by running the Boston Marathon in 2:07:51, just 39 seconds off the world record.
February, 2012, Vol. 12, Issue 02
Unlocking the Secret to a Thriving Massage Practice
By Stephanie Beck
Whether you own a thriving massage practice, you just want to develop a base of recurring customers, or you're just starting to get clients this article will reveal the little known secret to have more joy from your work, get more clients, ultimately make more money doing what you love, and show how online marketing allows you some of the best ways to achieve those goals.And it doesn't matter whether you have employees of one or 101, all of these ideas can be applied to any sized business.
Here is the little known secret to every successful marketing campaign: always lead with your WHY. That's right, "Why are you doing what you are doing?" It sounds so simple, right? If you want to be successful as a massage therapist, you must find a way to separate yourself from your competitors. There are about 250,000 registered massage therapists in the U.S. alone ... and guess what they all have in common? They massage people. So, if you want to stand out from the crowd and have clients wanting to work with YOU rather than any of the other countless massage therapists out there, do NOT just tell people WHAT you do, tell people WHY you do it. This is your unique angle.
In this day and age, the world of business is undergoing a completely revolutionary shift. The rules are changing. Businesses that solely focus on their bottom line will wither away and soon be forgotten. So, for most of you reading this it would be safe to say you were first drawn to massage because you had a passion to heal others, right? And if you are just starting out, you have invested countless hours in your education. And if you have been in business for a few years, lets add a few more hours of continuing education to fuel the inspiration that keeps you focused on why you continue to do what you do. But it really goes beyond that. You need to fully understand your "Why" and for most in the profession, it isn't about the money. It's so much more.
Consider this, if the massage profession is so inspiring and full of passion, why is it estimated that 50,000 therapists out of the total 293,531 leave the profession each and every year? To put it in simple terms, that means more than one out of every six massage therapists will leave the profession this year, and not because you don't enjoy it, but simply because you do not know how to translate your "why" you do what you do into how it helps your customers and potential customers lead better, healthier lives.
Want to make a change? Start now by getting a piece of paper and a pen. Begin by making a list of your personal, professional and financial "whys." A personal "why" could be that you want to help make a difference in someone's life. A professional "why" might be you want to educate 100 people on the benefits of massage within the next year. A financial "why" might be that you want to be able to offer free massages once a month to a woman's shelter. Or, your financial "why" might even be something to the effect of you want to stop working your other part-time job and do massage full-time. They can be as simple or complex as you want. Take five to ten minutes and complete this exercise now.
Incidentally, this is a great exercise to repeat frequently because as your business grows, your "whys" will evolve, change, or in some cases, get much bigger than when you first started. This is even something you can have all of your team members within your organization complete.
As you are reading this, think of five other therapists you know, perhaps ones you went to school with or attended a CE class with or that you have met along your path. Now, which one of you will not be practicing massage a year from now? That is a very sobering thought, but not to worry, if you are reading this and want to make some simple changes you are on the right path. This isn't all doom and gloom. The sole purpose of sharing these ideas is to offer some simple steps to create, not only the massage practice you really want, but the life you truly desire. A successful massage practice just happens to be in the picture.
Since you have a nice list of reasons why you do what you do, let's take it a step further. Being a massage therapist and simply massaging people is one thing, but being a massage therapist, where you're skills, open heart and your deepest desire for improving other people's lives fuels a cause and a bigger mission is completely different. It's no secret that as a massage therapist you are incredibly passionate about what you do. You may even be among the vast majority who chose this line of work because they were answering the same noble calling: to heal the world. That's the difference between what you do, and why you do it.
So, how do you translate you're "why" you do what you do into how it helps your customers and potential customers lead better, healthier lives? You know why you do what you do so how do you get that communicated into benefits for your customers? Unless you understand the modern-day solution to creating the massage practice of your dreams, you are in danger of being just another statistic. Think about it, all of the greatest companies in the world don't just offer a product or service, they offer an experience and at the core of it all, and those that do it well, offer an opportunity to be a part of something bigger. Your "why" is something bigger.
Let's take a real world example like Apple. Why do you think they have such a loyal, raving customer base, and own such a huge part of their market? They don't just sell electronics. They offer an experience and an opportunity to be a part of something bigger. If Apple were like everyone else, a marketing message from them might sound like this: "We make great computers. They're beautifully designed, and simple to use. Want to buy one?" And that's how many of us communicate. We say what we do, or how we're different or how we're better, and expect someone to take action based on that. But it's not inspiring.
Now, here's how Apple actually communicates: "In everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed and simple to use. We just happen to make great computers. Want to buy one?" Do you see how this is completely different? That's a perfect example of leading with "why" and how the why benefits the customer.
In order to communicate your "why" into that experience and make it so the customers see, feel and understand how it benefits them, remember to see it from their point of view. "How is my why going to help them?" When you lead with why you do what you do and how it's going to benefit them and you share this beneficial vision to others, you will attract more people who share that same desire. Furthermore, those people are going to happily pay a premium to have an ongoing relationship with you. People want to know YOU. When clients want to work with you, it's because of your connection, the rapport, what is unique and fascinating about you, and ultimately, how they feel by associating themselves with you. Of course, it's important to be able to massage people well, but remember, at the end of the day, they buy YOU, not your massage service.
By sharing how your why benefits them you are creating a relationship. Remember that saying "no one care how much you know until they know how much you care?" Your why you do what you do to benefit your customer shows them how much you care. To help you get clarity on translating your "why" into benefits for your customer, on the same piece of paper answer these next 3 questions:
Be sure to give these some thought and take your time to really think about what it is that you feel most passionately about massage and why you chose this profession. Once you have answered these questions you should have your why and how your why benefits your customers. You may be asking yourself why this so important. It's important because people are starting to care less and less about what a business does and more and more about the people behind the show, who they are, and what they stand for.
So, that's the little known secret. Lead with your why and how it benefits your customers and you will reap all of the rewards that come with having the business of your dreams. Live your passion and serve millions of people around the world simply by sharing your why.
Click here for more information about Stephanie Beck.
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.