How do you attract the ideal client? How do you create a brand that, like the beautiful red tomato in a sea of green tomatoes in the photo, stands out from the crowd? Well, part of it starts with understanding who your ideal client is, what she wants and needs, and any obstacles in her way to booking a massage with you.
Identifying your ideal client is foundational to your brand message when it comes to marketing your massage therapy practice.
It helps you understand where your prospective clients work, live, play and how they spend their time and money.
An ideal client is a perfect match for you. It’s the client whose needs match your skills and preferences as a massage therapist. So, for example, if you specialize in prenatal massage, your target audience will be pregnant women in a 30 mile radius.
You may already have much of the demographic information you need sitting in your client files. Take some time to go through their information or begin to informally survey them before sessions to gather information you need.
Ask yourself questions, and even do some research with your current best clients, the one that you hope all of your other clients will be like:
What compels my ideal client to come in?
How do they first hear about me?
Are they working or retired?
Part-time, full-time, flexible work schedule, 3rd shift workers?
Injured? Disabled? Unable to work?
Do they view their massage the same as a dentist or doctor appointment? (are they getting regular therapeutic treatments for a condition?)
What is the household income?
Who are their friends and colleagues?
Do they serve on any volunteer committees like the PTA or coach any sports teams?
Then, put together a “buyer persona” of each kind of ideal client.
A buyer persona looks something like the following example. You may have multiple buyer personas for different kinds of clients who all fall within the range of your target audience.
You can add more categories for your buyer persona to really get into the mind of your ideal client. Suggested categories would be:
- How I Help
- Real Quotes (from your clients)
- Common Objections
- Marketing Messages
- Your Elevator Pitch
Completing all of these categories for your buyer persona will further clarify your marketing messages so that they are laser-focused on communicating effectively to your ideal client.
Creating messaging based on audience/buyer persona
All of your marketing should be directed at and intended to attract your ideal client. So, if we look at Nicole’s Massamio profile. Her quote is: “Specializing in Deep Tissue, Neck & Low Back Pain and Sciatica.”
It’s very clear that Nicole wants to attract clients in her area of specialization, and anyone with neck or back pain will immediately see that Nicole is speaking to them.
Your marketing message will be focused on addressing the needs of your ideal client, solving their problems, and pinpointing what motivates/incentivizes them to book a massage.
As you craft your message, whether it is on your website, an email, social media posts, even your business cards and logo, you will always keep in mind your ideal client and the buyer personas you’ve created.