Let me ask you something. What sets you apart from all the other bodywork professionals or massage businesses in your area?
You see, asking this question is one of the most important things to do BEFORE you can start marketing your massage business effectively. The answer(s) to this question should form what is actually a core part of your business identity: your unique service proposition or USP.
Actually, in traditional marketing jargon, USP stands for Unique Selling Proposition, but I like ‘Serve’ much better, because that’s what we’re doing, providing a valuable ‘service’.
Now when I say Unique Proposition of Service, I am not referring to the different bodywork techniques you use, or how long you have been a practitioner, etc. What I’m talking about is coming up with a single clear statement that explains the main advantage or benefit a customer will receive from using your services compared to anyone else or anything else, your Unique Service Proposition.
When it comes down to it, a powerful USP should explain your most exciting benefit, which is not offered by any other professional in your field and should be used in ALL of your marketing materials.
So, if you don’t already have a USP, you really need to create one if you want to get the most out of your marketing efforts. You also need to consider the different “niche” groups you want to attract as customers. I even know a few people who have a different USP for each of their ‘niche’ target groups!
Here are some specific questions to ask yourself when you sit down to create your USP:
1) What benefits does a client get when they receive a massage from me?
2) What are the most pressing issues facing my clients?
3) What end result would you give anything to have?
4) Why would a potential client choose me over any other massage therapist to achieve this result?
Using these answers to these questions, you can put together your unique service proposition by describing the main benefit that you think your prospects would love to experience and create a very clear and specific statement that promises to deliver exactly that.
The most important thing your USP must answer clearly is: ‘What’s in it for them?’
However, having an effective USP is only half the job, then you have to deliver what you promise.
However, to take this a step further, your USP should be your professional ‘business card’, which means that whenever someone asks you what you do, you simply cite your USP.
For example, if someone asks my partner Tania (who is a massage teacher) what she does, she replies, ‘I provide world-class training and support in Hawaiian Lomi Lomi massage and hot stones.’
To that, the response is usually, ‘Oh, really, that’s interesting.’ So Tania might say, ‘Yes, we do week-long retreats in the Byron Bay hinterland. it’s really cool. Participants can learn a wonderful new skill, rejuvenate and be inspired!
To that, the response is usually like, ‘Wow, that sounds awesome, do you have a brochure or something?’ It turns out that Tania has some brochures in her bag and the rest is obvious.
Now, it doesn’t always happen like this all the time, and in many cases I wouldn’t quote your USP word for word (because it would sound weird on its own), but can you see how using our USP in the example above is far off? more powerful than Tania just saying, ‘Oh, I’m a massage teacher’? Absolutely!
For your reference, I’ve included several different examples of possible USPs for massage therapists:
‘A rejuvenated you in just 60 minutes!’ ‘Complete Relaxation In The Comfort Of Your House Or Mine!’ ‘Total indulgence to your doorstep!’ ‘Effective Pain Relief… The Natural Way!’ ‘All massage styles, available 24/7!’ ‘A first class massage experience… each and every time!’ ‘A leisurely full body massage treatment… Satisfaction guaranteed!’ ‘Caring for your well-being is our passion!’
These should give you a good start. So go ahead and create your own original and compelling USP about the services you offer, and be sure to include it on your business cards, your brochures, in fact use it on ALL your marketing materials!
Also, a good USP can be used in the title of any advertisement you do, such as articles, press releases or brochures, etc.
Oh yeah, make sure you always, always have some brochures, business cards, etc. at all times because everyone who crosses your path could be a potential customer!
