"From The Massage Table: Marketing and Motivation That Works"

March 27, 2007
Volume III, Issue 9

Welcome to "From The Massage Table"! My name is Michael Humphreys, cofounder of Help Your Practice.

Each month, Help Your Practice will be coming to your email inbox with the latest news, special offers and great massage business tips that can help you create the massage practice of your dreams.

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Available: March 30, 2007 AT 1 PM EST

Look for a big announcement email and more details very soon!   

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Monthly Motivational Tip

Hello, it's Eric Mitchell, cofounder of Help Your Practice, with this month's motivational tip.

Spring is almost here! We are moving towards a new time in Massage Therapy. No, I'm not talking about a new trend or some new way to perform massage therapy. Rather, I'm talking about a new way to look at our outlooks in our business.

As I was writing this month's tip, I thought to myself, "What word would be best to get rid off and to start a new day in our business?"

In reality that word is actually a phrase. "I CAN'T"!

I have to say in my business of sport coaching and a fellow business owner, that small phrase is an absolute curse.

People have a tendency to see adversity and say "I CAN'T". Everyday I train children and professional athletes who use the phrase "I CAN'T" while they are training.

Let me ask you a question: Why CAN'T WE?

Generally speaking, "I CAN'T" means "I won't". We see time and
time again that people will not take the time to make themselves more successful with their businesses.

Again, I ask why?

The real reason people say "I CAN'T" is a general laziness that is very common in the business population. We do not want to work for our own success!

Why did you get into the massage business? I would guess most of our readers became therapists because they wanted to help people feel better. That is the foundation of what we do as a career and a business.

However, the biggest reason is to be independent successful business owners. We want to have control over our own work schedule and do the career we love.

But how can we do that if we torpedo our efforts by not using all of our potential... because we "CAN'T".

I want you all to change your outlook. Make "I CAN'T" a curse word in your life. Every time you start to say "I CAN'T", ask yourself "How CAN I make it happen?"

It might not happen overnight, but you can remove the self-defeating statement of "I CAN'T" and replace it with a positive challenge.

'I CAN'T" is an excuse... so don't let an excuse ruin your ability to succeed!

About the author: Eric Mitchell is a speed & conditioning specialist and co-founder of Help Your Practice. When he's not busy running his speed & top -performance centers, Eric writes this monthly column.  

Massage Marketing Monthly Tip

This month's marketing tip looks at one way that many massage therapists overlook as a marketing technique.

The reason why is it's easy to dismiss this technique because many therapists do not market themselves correctly at trade shows or convention centers.

Because I have a lot of material to cover, I have decided to make this a two-part article.

In today's article, I'm going to give you several ways to get set up in a tradeshow or convention Center for little or no money.

Then in next month's issue, I will talk about the marketing that you will do inside the actual event itself.

But for right now, I'm going to talk about how you're going to get into the event for practically free. Because if you have to be in the event before you can start marketing inside it!

Does that make sense? Great! Let's get started.

Many trade shows and business events to be quite expensive to rent a table or booth. The good news is most massage therapists don't need very much space to set up, especially if they're doing on-site chair massage or mini-massages.

What is the number one, biggest concern of
any tradeshow or convention Center promoter?

It's getting traffic to the show! You see, without traffic the show will look like an empty graveyard. If that happens, many exhibitors will do poorly and then will not do another show run by the same promoter ever again.

So what does a massage therapist have
that a tradeshow promoter would want?

Well, on-site chair massage or "mini-massages" are an instant crowd gatherer. If a promoter is able to offer free or low-cost chair massage at their event, it becomes an easy way to get additional people into the event!

Some people will go to event just for the chair massage. Either they will walk around the event looking for the chair massage booth... or they will get up after their chair massage and walk around the show before they head outside and face the real world again.

So the easiest way to get into a show is to contact the promoter and see if they would be willing to give you either part of a booth or a full booth free of charge. Some promoters will offer to pay you for your services, which is an added bonus. It's a bonus because you are there to attract new massage clients and new business contacts.

In return for booth space, you should offer to do free or low-cost chair massage for the people at the event.

The free chair massage can be offered as an exhibitors only benefit. In other words, your service, which costs the promoter nothing but some space, makes the promoter look great with the exhibitors -- who were frequently tired after being on their feet all day long.

The free or low-cost chair massage, could be offered to the general public, who are walking around to the convention center.

Offering low-cost chair massage is one way to cover your costs especially if you are employing other massage therapists for the event. Even if you are a solo practitioner, I recommend bringing in at least one other therapist to help.

If they are part of your own massage business then they will help promote your business. If they are another solo practitioner, then they will gain an opportunity to promote their own business as well.

Many times, if the promoter is someone like your local Chamber of Commerce, you strike a different deal. You can barter chair massage at the Chamber's office and in return, they give booth space at the upcoming event.

Suppose, a booth costs $500 and you charge $60 dollars per hour for chair massage. You could do about eight hours worth of chair massage at the Chamber's main office in return for a booth at the trade show.

The chair massage wouldn't necessarily have begun all once. You could do chair massage once a month on their staff until you have earned enough credit to pay for your booth.

When I owned my massage therapy center, I became the official chair massage provider for my local Chamber of Commerce. Every two weeks, I would either go myself or send one my staff to their location to do chair massage. Each of their administrative staff would receive a 15-minute chair massage.

In return, my company received barter monies that we could use for paying for tradeshow booths, advertising in the chamber of commerce periodicals, e-mail marketing to all of the chamber members, and direct mailings to chamber members.

One reason to use barter monies is that it conserves your cash. You can then use your cash to get additional things you need help grow your business.

That's all for this month. Next month, we will talk about the marketing you will do once you are inside the trade show.

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That's all for this month. On behalf of Eric, I look forward to talking with you next month.

Seize The Day,

Help Your Practice

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