4 Sure-Fire Ways to Mess Up a Perfectly Good Special


When you market specials for your wellness practice, you only have one chance to get it right. Here are four ways to get it wrong. We know they’re wrong. Oh, we know.


Make It Complicated

A few Mothers’ Days ago, we tried a special involving gift certificates and postcards. It didn’t work. Our offer was that if you bought any number of Mothers’ Day gift certificates, we’d give you a corresponding number of matching postcards. The idea was for people to try a mailing and see how it worked for their practice. Absolutely no one took us up on our offer. We mailed it out to over 7000 customers. Either no one wanted free, matching postcards or, more likely, no one could understand what we were offering. Or why we were offering it. Hmm … only just thought of that now …

Keep it simple. Keep it clear.


Make It Wordy

Over-explaining your special makes it hard for your clients to see what your special offer is. Whether you are sending emails or postcards to promote a special, stick to the basics (headline, offer, call to action). You’ll get a much better response.

If you have a series of specials, or if there is something potentially complicated, direct people to your website, and ask clients to call you or to send you an email for more information. Then you can give all the details you want … because they’ve asked for them.


Make It Insignificant

$5 off! $5 off! $5 off! $5 off of a $70 session isn’t going to bring me in. I may call when I get your discount offer because you’ve just reminded me that I’ve been meaning to call you. And sure, I’ll use the discount. But I’m not calling because of the $5 off.

A message from you reminding me how much you help me is more likely to bring me in.

An offer should be exciting (15 minutes extra time! Special evening hours! New technique! Childcare available!). An offer should appeal to my needs. Know who your clients are and speak to their needs.


Make It Impersonal

If you aren’t talking to me, I’m not overly inclined to listen.

When you address your clients’ specific needs, you are demonstrating your knowledge and care. You probably have three distinct kinds of clients, at least. Even if all your clients come to you for shoulder/arm issues, they do not have the same needs. Perhaps some are athletes, bodyworkers, menopausal women, or recovering from an A/C procedure. Each of those groups needs to hear something different from you.

If someone sent you a message that read, “Save strain on your hands! Relieve soreness in your forearms, wrist, and thumbs,” you’d be more likely to respond to it. Right? Do the same thing for your clients.


You want to market specials that attract new clients and to get established clients to come more regularly. Think carefully about what you want to say and to whom you want to say it. The small amount of extra time will pay off in less money and effort on your part. You can start by typing Ideal Client into the search on this blog page for ideas.

[This article was adapted from a blog originally published on the Natural Touch Marketing blog site. We are posting it here for your benefit, and with permission.]

[Artwork courtesy of GraphicStock.com.]