Therapist advertising techniques that fail

Most therapists put out advertising that discusses a whole slew of different techniques. Who here knew what “Reiki” was before massage school? Very few non- professional folks do.

Give you an example: I was in Portland, OR, with a crushing headache. 7 hours on a plane, then three straight days in meetings had killed me. I needed a massage, badly. Our business did not have a list of any massage therapist who could help. No local therapist had bothered to ever stop and let our wonderful receptionist know they were available.

Next, I went to both the yellow pages and an alternative directory of providers. Everyone talked about different features but none spoke directly to me as someone in pain who needed relief. Sure, I figured I could go to just about anyone. Still, a single mention of headaches, “tied up in a knot” or “need immediate relief?” would have made that person my preferred contact. Instead, I chose a “spa” that was reasonably close. I lucked out and got an excellent session from Kathy at Finlandia Spa.

There are excellent therapists who do grow their business by word of mouth. They are exceptional people with great energy and client focus. They rough it for a few years but eventually the referrals and regular customers make them busier than they can handle.

Most therapists are not in the top 10% however. In fact, 90% of us are not! Yet, a good solid massage is still wonderful. Yet, for the 90% to build a practice (and perhaps eventually become one of the top 10%) requires (I feel) some focus and some real effort to grow as a business person. It doesn ‘t take a lot of skill to make sure that all businesses, hotels, restaurants, etc., within a short drive know of you and that you’ll take care of those that they refer..

“Full time career AND kids? You need a massage!” “Exercising to lose weight. and your body is complaining? You need a massage!” “Congratulations on your pregnancy! Stop by, get a massage, and let me take some of the weight off your back, hips, and shoulders.”

Three different audiences. Big audiences! Yet most advertising doesn’t speak to the person in need. It yaps about “my credentials, my skill, my services.” Who gives a hoot! Maybe your Mom. Speak to the direct needs of your audience.