Massage & Bodywork

September/October 2010

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'ROUND THE TABLE UPCOMING TOPICS TO GET SOCIAL. TIME Have you ever had a client who was an "energy vampire"? Let us know how you overcame the situation. Tell us about the best massage you've ever given. Who was it for, when, and where? What made it special? From my vantage point, there are a lot of guys getting massage ... but it's important to look in the right places. For example, I do a lot of multi-sport events in summer: triathlons, biathlons, etc. At the longer events, particularly, it's almost impossible not to see a lot of guys flopping down on the mats or tables for 15–20 minute complimentary post-race massages. These are fantastic places for therapists to make contacts, because the audience is incredibly receptive to the work and the results. In fact, at most races I've been to, there's a bigger line for free massage than for free beer! So I think it's critical that more massage therapists show up at races in the summer, distribute business cards on car windshields, and/or provide free demo massage. Multi-sport athletes know about the importance of massage, or even if they don't, they are very receptive to trying massage. One more suggestion: contact the race organizer before showing up, and make sure he or she knows what you want to do ... most will welcome you ... especially at shorter races. JOHN GELB VIA MASSAGEPROFESSIONALS.COM Do you sell gift certificates and/ or gift cards? Do you sell them in person, through your website, both? How have you been able to convert gift recipients into return clients? DEADLINE PUBLICATION DATE October 15 Jan/Feb 2011 December 15 Mar/Apr 2011 February 15 May/Jun 2011 Please email your 'Round the Table submissions (200 words or less) to or visit the Massage & Bodywork group on Submission does not guarantee inclusion. Also, due to space constraints, your material may be edited. It seems men are not quite as keen on having another man massage them. Yet, I've also found that this really isn't the biggest issue or resistance to receiving a massage from another male. What I've found is to get very specific in your marketing. First, target your marketing to specific needs of the target market you are going after. Do you work on back pain? Golfers elbow? Knee problems? Find something that the men in your target market want, match it to your skills, and compose your material dripping with benefits. Not features, benefits. This leads to the critical point. Most MTs are just not going far enough in explaining benefits to men. You can't just say, "I relieve back pain." This doesn't say much. You have to write out exactly what men are thinking. "Oh, Kris relieves back pain, so I can get back on my quad, so I can get back on the golf course." You mention (in your marketing material) connect with your colleagues on 31 exactly what massage is going to do for them. Make it personal. Yes, the benefits of massage gets them going again, but that's not how they are thinking. If an MT says, "My massage relieves back pain," the client says, "So what? I can take a pill for that!" For me, this is a process, not a procedure or just a massage. Get men in the door, get their info off your intake form so you can market to them in the future (their mailing address), listen to their concerns, give a great massage, talk to them afterward about signing up for another massage, or if not, mail them a postcard with a new massage package. KRIS KELLEY VIA MASSAGEPROFESSIONALS.COM

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