Massage Therapy Marketing?
No!
Client Benefit Marketing

Massage Marketing Bones #2

The best massage therapy marketing is always going to be focused on client benefits, instead of on marketing massage therapy.

And since you and I want to create Client Problem Solving Marketing, instead of Sell Yourself Marketing, focusing on client benefits is exactly the right thing to do.

Benefits, Benefits, Benefits. What is this about? You hear it so much you could call it the massage therapy marketing mantra. (Isn't that a mouth full!)

A client benefit is nothing but a client problem solved.

In the previous page remember when I created a statement for my client in the yellow pages ad:

Easy appointment scheduling. Someone knowledgeable is always at the phone.

That is a client benefit. Remember what her problem was? Finding a therapist who would answer the phone. It is very beneficial to her problem to know that someone will answer the phone.

Massage therapy marketing that focuses on client benefits, is just marketing with words that address a problem that your client is very interested in solving. It concerns them.

In your business there are two basic categories of client benefits to understand.

1. The benefits to your client of your massage services.
2. The benefits of how your business provides these services.

Let's start with #1. Do many of your clients come for massage just because they love massage? Some do.

But mostly they get massage because it provides them with something they value. Possible pain relief from a chronic problem. Or massage may help them get through their stressful work week and breathe easier. Or it allows them the opportunity to indulge and treat themselves.

So, they don't actually value the massage as much as what the massage gives them. For many people, it may be as simple as they just want someone to care for them and listen to them.

Everybody is naturally focused on "what is in it for me". The benefits you focus on in your massage therapy marketing answer this "what is in it for me" question. Go with clear benefits of what they want, not what you think they should want.

There is a funny marketing idea that illustrates this point. You don't buy a power drill because you want a drill. You want holes. You want the easiest and best way to make holes. The benefit, what the drill does for you, is provide holes.

Best Benefits Continuted - Page 2