Massage & Bodywork

September/October 2009

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ABMP MEMBERS CAN BUILD THEIR OWN CLIENT NEWSLETTERS ONLINE. VISIT ABMP.COM FOR DETAILS. who've been bailing hay." Similarly, an ad in a pet supplies store newsletter might target dog walkers. Once you know precisely who the audience for a small-circulation publication is, create an ad geared directly at that audience's needs and desires. 7. DISTRIBUTE A NEWSLETTER Use ready-made newsletters and drop some personalized content into it, or design your own. The end result, either way, will be a marketing tool you can send electronically or that you can distribute by hand or by mail. "It just gets the word out," says Jon Lumsden, owner of Massage Marketing of Thayer, Missouri. "Add a discount coupon to a personalized newsletter, and it gives the person that receives it a reason to call you." Lumsden adds a word of caution about creating your own promotional materials. "Misspelled words, grammatical errors, confusing or poorly worded sentences … will give your marketing materials an unprofessional image and could actually do more harm than good," Lumsden says. "For the same reason, you should have a good sense of design if you plan to invest your valuable time in attempting to create your own newsletters. I usually tell therapists who are considering creating their own newsletters that it's a great idea if they enjoy the entire process and have the skills required. Otherwise, they're just burdening themselves with a task that will drain them of time and energy that could be spent on seeing clients and making money." 8. 9. READ THE NEWSPAPER Your local newspaper can be a ready source of information about people who may be in need of massage, especially if you live in a small town. "Watch for birth announcements," Diane advises. "Send a letter to the new mama and daddy, because having a baby is very stressful." TARGET YOUR CLIENTS' FRIENDS "People move in clusters," Ryan says. "People who work in the same offi ce often go to the same hairdresser. They go to the same massage therapist. I'd ask my clients how to get more of their colleagues' business." Offer group discounts or two-for-one deals. Put together packages geared specifi cally to the needs of a small group of coworkers. If they work in cubicles, put together a sheet illustrating stretching exercises they can do in the offi ce. "Targeting specifi c groups is ultimately a cost-saver," Ryan says. "Don't broadcast. Narrow-cast." RELUCTANCE TO SPEND BIG MONEY In a worrisome economy, small indulgences are still an attractive option. "You're talking stress- busters," Sohnen-Moe says. "You can market yourself as a way to stay sane in crazy times." Put together small packages that 10. are easy to afford. Offer short pick- me-up massage sessions in addition to hour-long massages. Make sure you've got some inexpensive items available for purchase. Someone who has just abandoned hopes of a week- long vacation this year may fi nd some consolation in a $45 stress buster. freelance writer. Contact her at killarneyrose@ comcast.net. Rebecca Jones is a Denver-based CAPITALIZE ON PEOPLE'S connect with your colleagues on massageprofessionals.com 93 KNEAD A MASSAGE YES! YOU DO

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