This also true about marketing your massage therapy business. But with your massage marketing you will be solving one group's problem at a time.

The bigger the group with a common problem, the greater good your Client Problem Solving Marketing is going to do. And since the entire group has the same problem, you can address your marketing as though you where talking to an individual. One on one.

You see, if your massage therapy business tries to market to everyone, you will dilute your efforts. You won't be specifically addressing the problems of one group anymore. And if you aren't able to address a specific problem, what will you end up putting in your marketing messages? You will have to do what everyone does, use Selling Yourself Marketing. It will be ineffective and will not be marketing you will enjoy doing.

So, targeted marketing is about marketing to a specific group of people with a specific problem your service can help.

First you have to start very simple. A 2004 report from the AMTA suggested that about 21% of the population had received a massage within that last year. This is pretty good news, but still, that also means that 79% of the population does not yet get massage.

Target Marketing Rule #1
Market to people who want your service, or are very likely to want it with a tiny bit of education. This is the most efficient way to market your massage therapy business.

This means that you don't market to everyone. Do this and you will waste a lot of money because only 21% are open to you helping them.

Take newspaper ads for example. If you use a Selling Yourself Marketing advertisement in a newspaper, you are trying to market to everyone who reads that paper. Plus, studies have shown that people need to see your ad many times before they will act. And, they won't see it every time they read the paper, so you have to run the ad lots of times for it to do much good.

Tough, isn't it? And very expensive.

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