resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
We Get Letters & Email
A House Divided? (May 1 issue) provoked significant response from readers. Here are several of the surprisingly similar comments we received.
5 Tips for Using Pinterest to Market Your Practice
Pinterest is a very popular, but often under-utilized, social media platform where people can bookmark, or "pin," fun and interesting things from all across the internet.
How Much Do You Know About the Benefits of Birds Nest?
Edible bird's nest is the nest made by the Swiftlet bird of Southeast Asia that is usually prepared as a soup and prized in Chinese culture as a healthful delicacy.
Rethinking Musculoskeletal Pain – A Public Health Perspective
The American Public Health Association (APHA) is the world's oldest and largest association of its kind, founded more than 140 years ago and boasting over 25,000 members.
Medicine is Clumsy, Don't You Be
All medical systems have clumsiness in them. If the technique isn't, the practitioner is. Everyone in every form of medicine is striving to improve. That is why we call it practice.
5 Simple Steps to Create an Effective Marketing Calendar
In the educational experience of most healthcare practitioners, business and marketing are overlooked topics.
The Acupuncturist's Problem
I want share with you some observations and insights into what seems to be the most common problem my colleagues in the acupuncture profession struggles with. If you also struggle with this problem, I hope you get a valuable "aha" moment from reading this.
Green Tea Improves Cognitive Function in Elderly Subjects
Publishing their results in the journal Nutrients in May 2014, researchers showed that drinking the equivalent of 2-4 cups of brewed green tea (or bottled tea) daily improved cognitive function or reduced the progression of cognitive dysfunction in elderly subjects.
Reducing the Autogenic Inhibition Reflex: Making Weak Muscles Strong
The autogenic inhibition (AI) reflex is a sudden relaxation of a muscle in response to excess tension.
Animal Acupuncture: A Case Study in the Treatment of Traumatic Injury in the Equine
The rise of animal acupuncture in the U.S. began in the early 1970's as a result of the work by members of the National Acupuncture Association in Westwood, Calif.
Spieth Thanks His Chiropractor After Historic Masters Win
Jordan Spieth didn't just capture the hearts of golf enthusiasts worldwide with his record-setting, wire-to-wire victory at the 79th Masters Tournament.
A Poor Choice for Pain Relief
Acetaminophen is the most popular pain reliever in the U.S., accounting for an estimated 27 billion annual doses as of 2009. With 100,000-plus hospital visits a year by users, it's also the most likely to be taken inappropriately.
Giving Vets the Care They Deserve
The Department of Veterans Affairs (VA) administers the largest integrated health care system in the United States.
The Tide is Rising in the Acupuncture Profession
Former President Ronald Regan said, "When the tide rises all boats float." The tide is rising for the acupuncture profession. Many forces outside the profession are helping the tides to rise.
The Challenges of Integrating Eastern and Western Medicine
My Masters thesis was titled, "The Challenges of Integrating Eastern and Western Medicine," which highlighted several reasons why it is hard for these two worlds to mix.
Integrating Art with Clinical Practice for Patients with PTSD: The Artemis Project
Are you restricted by those one-on-one clinic dynamics? Why not join colleagues and clients in experimental group settings? Three of us volunteered to do just that in Austin on behalf of women veteranss from all branches of the service.
PCOM Granted Regional Accreditation
Pacific College of Oriental Medicine (PCOM) recently announce it has received regional accreditation from the Western Association of Schools and Colleges (WASC). This achievement reflects five years of hard work on the part of faculty, staff, and students.
ACA or ICA: Which Best Represents You?
Last June, I was honored to represent Texas ICA members as their representative assemblyman at the ICA Annual Meeting in Kansas City.
Our Biggest Challenges to Compete in Wellness Care
In the first article in this four-article series [May 1 DC], I made the case that chiropractors should either embrace offering lifestyle wellness in their practices or face the possibility of losing their place in the wellness care marketplace.
First Do No Harm?
There's no questioning the frightening nature of breast cancer, which strikes one in eight women in the U.S. – eclipsed only by skin cancer in terms of prevalence.
Leg-Length Inequality and Pelvic Fixation: A New Approach to the Negative Derifield (Part 2)
As we noted in our previous article, with a positive Derifield (+D), the doctor observes the reactive (shorter) leg in the prone position that becomes longer or "crosses over" in the flexed position.
Marijuana, Apathy and Chinese Medicine, Part 1
This article was written in response to the unheeded acceptance of marijuana as a harmless substance that potentially does good when used for the medical relief of pain.
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.
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