A Massage Therapist's Guide to Public Speaking

By Drew Stevens, PhD
December 3, 2014

A Massage Therapist's Guide to Public Speaking

By Drew Stevens, PhD
December 3, 2014

One of the most terrific methods (yet most feared) of marketing is public speaking. Massage therapists that use this method obtain the benefit of sharing their passion and knowledge to a captivated group. Unfortunately, many do not use public speaking because they believe that therapists marketing is more traditional, using traditional advertising and promotion to build their brand.

However, traditional marketing is no longer a viable option. Our present world has become very competitive. For example, if individuals desire therapists who care they are less likely to use ads and the Yellow Pages. Today's patient is driven by several things: 1) value 2) differentiation 3) brand recognition and finally 4) patient to patient influences. Therefore, using public speaking will help build brand recognition.

Coincidentally, there are three reasons why many massage therapists do not use public speaking as a therapists marketing approach:

  1. Many do not know where to speak or what topics to speak about.
  2. Many believe they do not have the time because they have busy practices.
  3. Many simply fear being in front of a crowd.

Although these are viable reasons to avoid public speaking, massage therapists need to avoid the fear or procrastination. Public speaking will grow practice areas while also helping them increase community presence. Visibility helps differentiate massage therapists from competitors while helping to grow brand.

How Do I Get Started?

It is important to understand that public speaking for massage therapists is nothing more than a conversation with a group. One need not worry about exciting motivational presentations where the speaker seeks a standing ovation. Think of being invited to a family gathering or perhaps you inviting family to learn more about your practice. Once you ignore the staging and stereotype, it is best to begin with topics you are passionate about.

Topics are best designed if formulated with value for the client. Think of things that require self care yet can be done to mitigate some of the more chronic issues. Additionally, use topics that clients associate with. Refrain from medical terms and acronyms that only confuse. People become attracted to issues they associate with. Sometimes the use of adjectives, metaphors and analogies also aid in topic development.

As you develop your topic it is best to plan with the following three items in mind:

  1. Brevity
  2. Interaction/Blended
  3. Structure

Brevity

Picture for a moment the opening scenes of "Ferris Buellers Day Off," a comedy movie from the 1980's in which one high school instructor was speaking so monotonously long that one student fell asleep on his chair. We have all sat through five-hour lectures or presentations with hundreds of PowerPoint slides. This is not the public speaking you want! Therefore it is best to plan a 20-minute presentation that speaks to client issues and overall benefits. Moreover, in a crazy busy world less is more!

Interaction

Adults today are so busy that they become withdrawn if bored. A 2004 study indicated that 90% of meeting attendees multi-task during meetings. It is best then to use interaction during your presentation. Methodologies to use include questions, having participants look at case studies, trial products or even work in groups for a brief time. No matter what you use, blended learning is the best method for adult comprehension. They become part of the process. Ironically, the speaker also does less work since there is more facilitation and less pressure presenting.

Structure

Too many presentations are too long or attempt to cover too much. Your presentation must be Simple, Sequential and Specific. Participants hate large amounts of data and placing it into smaller bites enables better recall. Use a simple technique of three topics and three bullets per topic makes for less volume and better transition.

Listed below is an example of how to build your presentation from beginning to end in small chunks:

  • Introduction
  • Item One
  • Transition/Case Study
  • Item Two
  • Transition/Question for Group
  • Item Three
  • Transition/Group Process
  • Summary
  • Action Plan

An example of this would sound like:

Introduction – Today we will discuss three ways to decrease stress and increase mobility.

Agenda item one – The power of mediation.

Transition – Group Try a one-minute meditation technique.

Agenda item two – Using stretching to alleviate muscle tension.

Transition – Individuals try four simple stretching techniques for back and legs.

Agenda item three – The benefits of home self care.

Transition – Introduce exercises/techniques they can do at home.

Summary and audience questions.

Action – Provide discount for first massage appointment booked.

Group Interaction and Dismissal.

That is it! Admittedly the first two or three times will be a bit difficult since you are unfamiliar with the concept, but as you gain trust you will find it much easier to develop your content. Yet, once you get comfortable, you will find all your presentations moving more fluidly while also better engaging your audience.

Who Ya Gonna Call?

You have your topic and presentation, but who will be interested in hearing you? Believe it or not there are numerous groups that desire great content and they are all located within blocks of your community. Use the Internet or Internet databases to find the local chapters of the Jaycees, Elks, Rotary, Knights of Columbus, Chamber of Commerce, Police Department, Fire Department or even community schools. In addition, and based on your interests, there might be a desire to visit with particular local businesses such as yoga studios or sports groups. And finally, do not forget the best database of all - your current and prospective clients. Yes, invite them too while requesting they bring two to three guests. Referrals are the best method of influences since they are started by those that know you, trust you and believe in your healing powers.

Ready Fire Aim

There are many presentations given that are either audience centered or speaker centered. You have been to many of these. The cardinal rule is that the presenter is available for the audience. Don't worry about your ego and how much you make or don't make; audiences don't care. Be mindful of presenting information that benefits the group and illustrates output and results to them. This comes from good preparation, knowing your audience while also ensuring there is a good delivery strategy.

Best Practices

To help alleviate fear and ensure your best performance, it is proper to think in terms of best practices. To help create a great learning environment:

  • Ensure congruence of stories with the audience. Use case studies that are not only interesting but relate to audience issues. Be mindful of who is attending and what they want to gain.
  • Ensure vocabulary, information and presentation "fits" the audience. Do not use medical terminology, practices and acronyms unfamiliar with the group. They need to understand what is being said. The more distant you make them feel the less impactful the presentation.
  • Ensure how the participants will be improved after. This requires your presentation focus on benefits and results. As the presentation develops, provide case studies and testimonials of others that have gained from similar issues. Clients desire to see how others have benefited.
  • Adults learn in different modalities. Remember to use a mixture of interactive mediums to lessen multitasking while ensuring people remain totally engaged.
  • Create action step with the conclusion. Presenters must ensure participants do something at the conclusion. Obviously, there is a desire to gain more clients, but something actionable must occur in order for prospective clients to understand how.

Presentations if conducted correctly can be a very effective marketing technique. They place massage therapists directly in front of prospective clients. This increases marketing visibility while also instilling brand. To ensure success requires proper planning, development and focus. The preparatory time is minimal and the returns grand. If you want to pump more fuel into your marketing efforts public speaking is energy you need!