Issue link: https://www.massageandbodyworkdigital.com/i/259468
A Need, Not a Desire Though many people seek out massage because they find it relaxing, therapists have the ability to redefine this rejuvenating experience into one that more directly impacts a person's health and well-being. "Many massage therapists have come to believe they're providing pampering, and they've really missed out on the best opportunity to market their services and [explain] this is not a luxury expense," says Patti Biro, a business consultant working in the spa, medical spa, and wellness fields. "It's not even a discretionary expense. We need to be selling massage as part of how you keep yourself healthy, both mentally and physically." Many clients have come to believe massage is merely for relaxation, making it a luxury service in their minds. In fact, a 2013 national survey of consumers, conducted for Associated Bodywork & Massage Professionals by Harstad Strategic Research, found that 79 percent of massage consumers surveyed equate massage to relaxation and don't see it as therapeutic or stress-relieving. Of those who had never had a massage, 40 percent did not correlate massage with wellness, but with relaxation instead. While it's obvious to those of us in the profession that relaxation, stress relief, and well- being can be one and the same, that's typically not the understanding of the consumer. Massage therapists need to change their messaging so clients understand the health and wellness benefits of regular massage. "We really try to take 'luxury' out of what we do," says Sara Daly, president of Waterfalls Day Spa. "We make it more of a necessity. That is our marketing strategy." Educating clients on the health benefits of massage may mean explaining how massage helps mitigate pain from past injuries, manage chronic diseases, and keep the body in the best condition possible. "We need to keep healthy because, frankly, most of us can't afford to get sick," Biro says. Compared to the cost of medical expenses, routine massages are but a small investment in a healthy future. Business Savvy Once therapists have gotten a grasp on how to define massage services as important, necessary, and not simply a luxury, they need to package that message in a way that reaches prospective clients. And yes, it is absolutely necessary to conduct outreach for business. "I think a lot of people don't market their business because it's expensive, and I think people have this irrational fear that they're going to become too busy," Daly says. "In today's world, you have to have a marketing plan, and you have to map out what you're going to do three to six months in advance," Biro says. A website is a given in today's marketplace. However, instead of placing the focus on relaxation, as many massage therapists' websites do, emphasis needs to be placed on massage as a necessity for managing stress. When people manage stress, they help manage chronic diseases and achieve and maintain optimal health. If you have words like relaxation, pampering, and luxury splashed across your website, replace them with terms like wellness, health maintenance, and pain management. This reframed language will help realign the consumer mind-set, so your business can compete for discretionary dollars. Beyond the Storefront Beyond their websites and storefronts, business owners also need to get into the community to educate people about how valuable their services are. One of the best ways to do this is to seek out and align with community groups and neighborhood partners who may be potential referral sources. Regardless the size of the city, there are likely support groups for people with arthritis, diabetes, and other conditions. Check the local newspaper/ web events calendar for a listing of local meetings if you're not sure what's available in your area. "The best thing that's going to come from aligning with a not-for-profit or local charity is instant credibility, so you want to align with somebody who has a good reputation," Biro says. Once you reach out to one of these organizations, there are three levels of involvement: participating on I t p a y s t o b e A B M P C e r t i f i e d : w w w. a b m p . c o m / g o / c e r t i f i e d c e n t r a l 61 WHAT'S YOUR EDGE?