Reverse the Risk
Massage Marketing Bones #7
You can create massage advertising that makes it much easier for new clients to try you. Realize that there are a number of good reasons why trying your service is risky for a new client. These risks are called entry barriers.
Every time someone new considers getting a massage with you they are risking many things:
They are risking that you will not be good.
They are risking being uncomfortable.
They are risking a sizable bit of money.
They are risking feeling like a fool in front of their friends, family and co-workers.
They risk taking off their clothes around a stranger.
You see, they are risking a lot.
As part of your Client Problem Solving Marketing you must always keep this in mind. Solve these problems for them with your massage advertising.
How? As Jay Abraham says, reduce the entry barrier by reversing the risk. You take on the risk for them as much as possible.
First, realize that it is harder to reverse the risk of massage with people who don't know you. So focusing on getting your clients through referral systems automatically reduces many of these risks.
The next big way you can reduce a lot of the risk is to completely guarantee your service in your massage advertising. You let them know up front, "if you don't like your massage, you will not be charged."
Be very clear about this with your clients. Don't accept payment (except for regular clients) until the service has been provided and you are very sure they are happy. If they are not happy, don't charge them. This shows you stand behind what you do 100%.
So a guarantee is a very powerful form of risk reversal - use one openly in your massage advertising. You will get only a very rare person who takes advantage of it unfairly. This will easily be offset by the increase in business that the guarantee creates by lowering the entry barrier.
The big advantage for you of having a written guarantee in all your marketing is that you will develop more confidence in your own work. It is very empowering to say to a client "Don't worry, if you don't like my massage I will not charge you". You can't help but get more confidence in yourself doing this. And it will also force you to make sure it is true, every single time.
Another big reason why you want to give guarantees is that you really don't want someone paying for something they did not like. Negative word of mouth is devastating. People tell far more people about a bad experience than a good one.
But most often if you don't charge them, they will appreciate you, and even say how professional you where when dealing with their concern. Then, even if they don't come back, they likely will not spread a bad word about you.
If someone is unhappy, do not judge their opinion. You may not agree, but this is not the time to show it. Thank them, and let them know you value their feedback to make your business better.
To a limited extent, discounts also act as a risk reversal. It costs them less to try you. It makes it easier to try you.
Another risk reversal technique in your massage advertising and marketing is to show your credentials. Use good client testimonials in your advertising. Also, collect any news pieces about you, contributions you have made to publications or public talks, anything that shows you as an established expert in your field. Then prominently display these items in your client waiting area.
So always think of ways to reduce the risk in your massage advertising and all marketing. And put more efforts into areas where the entry barrier is lower, such as with referrals.
By the way, this is the main reason why it costs 6 times as much to get a new client as it does to get an existing client to come back more often. Your existing client has already broken through the entry barrier. And it is now very easy for them to say yes again, particularly if they had a great experience.
Now let's put everything together into our first massage marketing muscles section. Put your understanding of risk reversal, client benefits, Client Problem Solving Marketing, and headlines into a statement about your business that is so compelling and distinct to your target market that it drives business to you. Let's create your own Unique Selling Proposition (USP) in - Marketing Massage with a USP
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