Massage & Bodywork

September/October 2009

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FOR MORE IDEAS ABOUT USING SOCIAL NETWORKING ONLINE RESOURCES, SEE "TAP INTO SOCIAL NETWORKING" IN THE JULY/AUGUST 2009 ISSUE ON PAGE 24. "Community Happenings" page, where public service announcements are paid for by sponsoring advertisers. Having your ad look the same, and appearing consistently in the same place, will keep you in the minds of the public. Google AdWords and banner ads that appear on the websites of other businesses are popular ways to advertise online. You'll pay-per- click for Google AdWords, but you could trade banner advertising with other local merchants at no cost. For instance, people who are thinking of moving to your area frequently visit realtor websites, so reciprocate banner ads with a popular real estate firm in your town. The public almost expects every business to have a website nowadays; being able to refer people to your website can save you time. You can also sell gift certificates and even book appointments online. If you're not marketing-savvy, perhaps you can barter bodywork with a professional to help spruce up your advertising, or with someone to build your website. ABMP membership actually comes with a free website that you can have up and running in just a few minutes. STRESS PROFESSIONALISM With the exception of our professional associations' listings, where you must be a member in order to be included, the Internet sometimes makes it difficult for consumers to separate legitimate therapists from those offering illicit services. Be careful with your website and other Internet listings. For instance, not only do you not want links on your own page to connect to anything of questionable nature, you never want to place your link on any other sites that link to something we don't want massage to be associated with. That means not only sex, but Internet gambling sites, dating services (even if they're legitimate), inappropriate humor, anything Ad Vocab Media buyer. One who is purchasing advertising. Residual method. Budgeting for advertising out of what's left over after other bills have been paid. Return on Investment (ROI). The ratio of income gained or lost realized relative to the amount of money invested. associated with liquor, drugs, racist or prejudicial content, and so forth. Your ads should make it clear that you are a professional massage therapist. Include your license number, your national certification or advanced certifications, your modalities, your professional affiliations, and anything that will make it obvious that you are providing therapeutic, nonsexual services. Remember that in many states, massage therapists are required to include their license number in all advertisements. TRACK YOUR ROI Keep a checklist on your desk for tracking the answer to the question, "Where did you hear about us?" You may also track specific promotions. For example, if you place a coupon for first-time clients in the newspaper, how many are redeemed? In short, is your return on investment (ROI) impressive? My tracking shows that more than 90 percent of our clinic's clients come from word-of-mouth referrals; 8 percent from the Yellow Pages; and the rest from a mixture of our website, radio, and print ads. Your results may be different; a year or two of careful tracking should demonstrate where you want to make adjustments in the venues you are using or the amount of money you are spending in a certain place. Guide to Therapeutic Massage and Bodywork Examinations (Lippincott Williams & Wilkins, 2009) and One Year to a Successful Massage Therapy Practice (Lippincott Williams & Wilkins, 2008). A third book, A Massage Therapist's Guide to Business, will be published by Lippincott Williams & Wilkins in January 2010. She is the owner of THERA-SSAGE, an alternative wellness clinic and continuing education facility, in Rutherfordton, North Carolina. Visit her website at www.thera-ssage.com. Laura Allen is the author of Plain & Simple connect with your colleagues on massageprofessionals.com 27

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