If you want to send your marketing message to the right client, you need to know who you’re talking to. Even before you get started on any sort of postcard, email, letter, business card — any sort — you need to know who you’re talking to.
Whenever we do marketing consultation or brainstorming with one of our customers (you), our second question is, “Who is your ideal client?”
Usually your first answer is something along the lines of:
- Cash paying client … disposable income, financially sound, single persons, or … dual income family, health and wellness minded, self-care oriented …
- Female, 35-65 years old, ethnically diverse, $45,000 plus annual income, no children OR independent adult children, degree’d with BA or higher and/or business owner …
- I would prefer a mix of clientele. I also like having the long term relationships with clients who use massage for health maintenance or prevention …
Those are good answers. They are a good beginning. But you have to get more specific.
So my next request usually is something along the lines of, “Describe your favorite client.” or “Tell me what your favorite modalities are.” or “What malady do you prefer to work with?”
The type of answer I’m looking for is:
- has a active lifestyle and uses massage as a way to stay healthy and on top of their game/sport
- someone who works in an office and gets sore from working at a desk/computer all day and could use a quick massage every now and then to have a relief from that pain
- someone who is suffering from upper body tension, stress, over work
- So, desk jockeys and people who do repetitive actions with arms, hands, and upper-body (e.g., carpenters). But, people who have the wherewithal and the initiative [knowing] this is not a one time fix. I think my best work is with this part of the body …
When you know whom you’re talking to, you know what to talk about.
In your practice you may find you have 3 (4, 5, 6…) distinct groups of clients. Your lower back clients won’t react as readily to a message about upper body tension. Your pregnancy clients would be wary of a Thai massage offer. Stay at home moms may not care about your desk stretches email.
Send different message to different clients.
Does this mean you have to write three different messages in order to prompt clients to come back for a session? Yes.
Would that extra work pay off? Well, you tell me.
Imagine, if you will, that you are a massage therapist with two-three years experience. Your work focuses on joint issues. Most of your clients are heavy. Are you there? Can you “be” that therapist? Okay …
- A fresh, new Val-Pak has arrived today. You open it up (because you never know, could be something good) and the first coupon to catch your eye reads: “Total relaxation for a great price! $20 off your first one hour session!” Hmm… you say, and set it aside.
- The second eye-catcher reads “Save strain on your hands! Relieve soreness in your forearms, wrists, and thumbs. Give me a call at 555-1234 and we’ll get you back to your full schedule.”
Who would you call first?
Because they are talking to you about things that are important to you.
This is what you need to think about when you communicate with your clients.