Issue link: https://www.massageandbodyworkdigital.com/i/72093
MARKETING FOR INTROVERTS conversations, you make an impression," Ostrofsky says. "Even for extroverts, one solid contact at an event is successful. Introverts are already wired to focus on one contact, one conversation, and that puts them at an advantage." "Introverts are not broken and do not need to act like extroverts to be successful." Listening People love when they feel like you're listening—really listening. "In fact, they love it more than witty comebacks," Ostrofsky says. "You may think you aren't doing anything, when in fact you're doing something not many people do. Listening, asking questions, and remembering what the other person says are in high demand. Most people are too busy talking about themselves to focus on the other person, but they love feeling like the other person finds them fascinating, and that's where the introvert can shine." Wayne Rawcliffe, consultant Written Communication While in-person communication requires thinking on your feet, written communication takes the pressure off and gives you time to form a thoughtful response. Social media, email, web communication, and instant messaging have opened up whole new modes of business communication—ones that give introverts an advantage. "We take our time, are thoughtful at responding, and do not bombard people, all of which are appreciated and set us apart," Ostrofsky says, a self-admitted introvert. "Short responses, regular communication, and treating each person you contact as an individual is who we are naturally as introverts, and it's how people want to be treated." FIND YOUR GROOVE Do you need to change your whole personality in order to be successful at marketing your business? According to Wayne Rawcliffe of Senga Consulting Inc., who works with introverted business owners and leaders, the answer is no. "Introverts are not broken and do not need to act like extroverts to be successful," Rawcliffe says. "As an introvert, you provide your service in a unique way. Market to the advantages and benefits of that way. Be true to who you are, and when new clients meet you, they feel a connection because the experience you said that they would have is the experience they in fact have." Successful marketing is about more than just handing out your business card at the grocery store. It's about exceeding your clients' expectations. Don't just give them what they expect. Give them an experience that makes them say, "Wow!" That's what will bring your clients back. And that's what will get your clients talking about you to their friends and coworkers. STICK IT OUT One of the most basic but overlooked marketing strategies is to stay put. Massage therapists who continually change locations will have a difficult time finding clients loyal enough to follow them. If you're expecting a fully booked schedule in six months, you may be expecting too much. Building a client base takes time, and establishing yourself in one location is one of the master keys to success. "No amount of marketing can help a therapist who changes jobs every six months," Lamar says. "I have watched so many over the years, and they all have the same thing in common. They run around handing out cards, then sit in the break room complaining about how they need to make more money. "These impatient therapists invariably start talking to other spas who, impressed with all of their marketing ideas, hire them, and the cycle begins all over again. By the time people call to request them, they have moved on to the next spa." Lamar is a compulsive marketer, and she encourages her staff to do the same. "My staff jokes that when I go to lunch, I bring my server back for a spa tour," she says. But Lamar knows that just getting a new client in the door once isn't enough. "I also remind my staff of this very important part of the equation: if you exceed your clients' expectations, they will return. You need to be there when they do." 62 massage & bodywork may/june 2012