How can you tailor a promotional idea that captivates you for your own business?

There used to be a commercial on Discovery Channel for Discovery Channel where they had the most popular shows’ personalities “singing” about how they love the whole world and how awesome it is. (And that’s the original “awesome” not the 80’s “awesome.”) It was a warm and fuzzy commercial and I found myself thinking, “Yes! I love big bridges, too! I love Egyptian mummies, too!”

In the shower, I cogitated on what the real appeal of that commercial was to me. It was a positive commercial and very well produced, but I think what spoke to me was the list of things that I love and that I think are cool. So I made up a quick, off-the-top-of-my-head list of what I thought a massage or bodywork practitioner might love:

  • high quality oils
  • quiet room
  • clean sheets
  • the “right” music
  • tissue release
  • putting a client to sleep
  • being in “the zone”
  • pure essential oils
  • the still point
  • a client that matches your mood
  • a favorite client for the last appointment of a long week

(This may not be your list, but it’s a starting place for this exercise.)

The thing you always have to remember is, a lot of items on your list are not immediately important to your client. While oil with a good glide is a major part of a good massage, your clients don’t necessarily know that. Odds are also pretty good most clients don’t understand the import of tissue release or what creates a still point.

You want to somehow keep that “Me, too!” factor.

Out of my list, I chose the ideas of “calming” and “relaxing.” Not original by any means, but they are two elements that both you and your clients enjoy, and they require no explanation. I gave my message a little rhythm and rhyme because a little frivolity now and then is a good thing.

“I love calm music. I love a relaxed room. Make an appointment; I’d love to see you soon.”

The first two lines remind your clients what the atmosphere in your studio is like. The third line is a call to action (you have to tell them what to do). The fourth line is a personal invitation, which truly does make your clients feel good and welcomed. Because this message is succinct, you’d have room on a postcard to write a personal note to your best clients or the ones you haven’t seen in a while. Or you could add a special offer.

So that’s pretty much it. Just keep in mind: to appeal to your clients and keep their attention, you have to construct a simple, evocative, short message. Brevity (unlike this blog entry is turning out to be) is a clearly effective tool.

p.s. Listen to the Discovery Channel song, and then re-read my message above. I dare you not to sing it. <smile>


[Adapted from an original Natural Touch Marketing article.]