New Tips Newsletter, Issue #002 --- Your Massage Signs
Contents:
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Enjoying marketing? Is Galen crazy?
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Using signs to attract your target market
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Upgrade those signs
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Completely practical tip you can put into action now!
Massage Marketing Bones
Enjoying Marketing? Is Galen Crazy?
One of my big goals is helping you recreate marketing into something you can believe in and enjoy doing. So many therapists really don’t like marketing. And I don’t blame them.
And yet good business growth without marketing is fairly unrealistic. Clients have to learn that you are out there and have good reasons to try your services.
Since you want success in your business you only have a couple of options:
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You can make yourself do marketing you don’t like or believe in, telling yourself you need to go through this painful process because that is what it takes to be in business.
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You can completely redefine marketing for yourself and make it enjoyable!
Ask yourself this question: “What kind of marketing could I enjoy doing?” I will pretend to answer for you.
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It would have to feel like I am not selling and pushing myself on my clients.
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I want my marketing to do some good – to be valuable to potential clients.
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It must work really well. It isn’t fun to keep trying ideas that don’t work.
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It must not cost a lot. Expensive marketing scares me.
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It will help me be financially empowered, so that I focus more on helping my clients.
Sound crazy? It isn’t. I fully encourage you to abandon any preconceptions you may have about what you should do with your marketing. (Please don’t should on yourself!)
So here is a suggested new definition of marketing for you.
“All of my marketing will be client focused and will help them in some way, even if small. It will be very successful, profitable, and will not consume much of my time. It will help achieve my financial goals, allowing me to give more back to my clients.”
That is what my site is focused on helping you achieve. And the good news is that the best marketing does add value to your client’s lives.
Let’s look at how this might work in a practical way.
Massage Marketing Muscles
Using Business Signs for Maximum Results
In the new ABMP Different Strokes magazine there is a nice article called Sign Language. The article is about a therapist looking to make improvements in their business signs. I liked reading about a therapist who is paying attention to their marketing and trying to make it better.
First, you should know that signs can be an excellent marketing muscle. Signs can be as good as yellow pages ads and even referrals. They can be a wonderful investment because they often pay for themselves rather quickly and then they keep getting more and more profitable for you as time goes by.
It all depends on traffic and location. If your office is close to a busy street with lots of foot or vehicle traffic, get some signs.
The main focus of the ABMP article was on having signs that get noticed by everyone. Some of the solutions suggested are: choose good color combinations that stand out, have your sign stand by itself instead of grouped with others, use lights for night, develop a bit of intrigue through mystery, and keep your lettering and words big and short.
Let’s look at the problem with Client Problem Solving Marketing.
First, who do you want to be attracted to your signs? Everyone? Not really. You want your signs focused on attracting your target market.
Now ask this question: “How can I add value to my potential and existing clients with my signs? How can I solve some of their problems, even if small?”
Maybe you can help solve some boredom. For people who make the trip every day past your business, make their lives a little more enjoyable. Create a sign that has a place on it where you can change the message daily or weekly.
Now use a message that entertains and educates, in a way that your target market is interested in. It could be a bit of humor, or an interesting body fact that is educational. Make it so interesting that every time they go by that want to look at your sign. They get something out of it. And you will get noticed and remembered, particularly if you keep your messages some how related to your business. And it is perfectly fine to also occasionally put up a special offer for your services, like a holiday gift certificate special. You can be sure it will get noticed and appreciated if it helps them solve some gift shopping problems.
A couple of years ago I lived in a city where there were two signs like this. One had a very funny bit of humor every week. I still remember what the company was, despite never going in. The other was a travel agency that would say things like this: “Today it is 85 degrees in Hawaii.” I lived in a cold place and this always got my attention and entertained me. And to this day, I think about that travel agency. And yes it did get me in their door when I wanted to go somewhere. Both of these signs contributed to my life, clearing some boredom.
There are also many basic problems that are easily solved with your signs for your target market and everyone else.
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They can let people in your area know you are there. Without good signs lots of potential clients will walk by for years without knowing you are there. This could really solve the problem of a stressed out neighbor.
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Finding a business the first time can be confusing. Make it easy for them. Have your address number big and clear.
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You can solve the problem of reading a sign when driving. Most signs do a poor job of this. Make it big, brief and well designed for the angle of viewing. Keep both directions in mind.
Try to think up other ways to create some signs or other marketing that contributes to the lives of your target market. But also make sure your signs still do what a sign is supposed to do, tell your business name, and what you do.
Here are some quick sign tips: Invest in a good sign. You want it to last for a minimum of five years.
An A-board/Sandwich board sign is great for foot traffic. Even if you have another sign on a building, an A-Board is in a walker’s line of sight. Have a place on it to write new message each week.
Unlike the ABMP article I don’t suggest neon colors, etc. Your sign needs to be very visible, but it must stay consistent with your business style.
Don’t forget signs for your current clients. Use signs on your desk for specials, gift certificates, or in your treatment rooms where they get dressed.
Massage Marketing Skin
Track Your Sign Results
Try not to just put up your signs and forget about them for years. Keep careful records of how well they are working for you. How many new clients do they bring you? Upgrade them if they are not working. Upgrade them if they are working, they have paid for themselves, but you think you can do better. Signs are a marketing tool, not just a way for people to identify where you are. Keep them dynamic.
Completely Practical Tip You
Can Put Into Action Now!
Do you have an office with no place to put a sign? Get creative. Are there any empty businesses close to your office? Talk to the owner of the space and suggest that you rent that window space until they get the space rented. Most of the time this is found money for this person, and they will find value in having something in the window that draws attention to their rental space. Suggest a sign that is not permanent. Then you can use the sign again in another space. When you approach the owner of the space, do it from the perspective of solving their problems.
