Top Ten Ways to Utilize Your Massage Newsletters

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Sending a massage newsletter to your clients on a regular basis is an extremely easy way to not only get returning clients, but also keep new clients coming back for more.

If you already have our Staying in Touch massage newsletter package, or if you are deciding to purchase or write your own massage newsletter, here are the top ten ways you can utilize this marketing piece to build your practice:

  1. Keep your massage newsletters on hand all the time. Pass them out to each client when they visit. Make sure your newsletters have your contact information including your name, address, phone number, website and facebook page if you have one. Social media is another great way to keep in touch with your clients!
  2. Always collect your clients address and email information each visit.  This will help you build your client list. Keep a clipboard on hand with a client contact information sheet and ask your clients to fill out this information upon arrival.
  3. Mail or send your newsletter in an email at least 4-6 times a year to your client list.
  4. Follow up with your clients with a massage newsletter after their first appointment.
  5. Use your newsletters to promote massage specials, such as gift certificates.
  6. Always keep your massage newsletters in reach of all your clients (front desk, waiting room or massage room).
  7. Ask other massage related professional offices (such as chiropractors, acupuncturists, holistic healing offices, fitness clubs, dayspas and salons) if you can leave a stack of newsletters either at the front desk or waiting area.
  8. Always hand newsletters out at public events or when you are participating in an presentation or a fitness fair. Encourage people who attend events to subscribe for a free massage newsletter either by collecting hand written information or by giving them your website or facebook page. This not only encourages a long term professional relationship, but keeps them updated with your massage services.
  9. Send newsletters or articles when you are communicating about massage events or other community activities in your area. Paste this information in a social media post and link back to the article on your website.
  10. Post newsletters to your social sites and websites. Make sure you have a share button on your website so that your can also get viral referrals as well!

Communicate, Communicate, Communicate!

I can’t preach enough how important it is to ALWAYS communicate with your clients on a consistent basis. It keeps your name fresh in their minds and can only provide more business in the long run. A good massage newsletter will help educate your clients on the benefits of massage and deepen their appreciate for your skills and expertise. Massage newsletters should educate and showcase a variety of massage skills and topics and educate on the numerous benefits of regular massages. They offer a ton of marketing opportunities with the addition of gift certificate promotions, as well as social media promotions – check in today and receive 10% off your next massage.

Consistency is Key!

Massage newsletters are an easy and professional way to remind both your new and returning clients the importance of a healthy lifestyle, tips on how to get the most from massage, and a personal way (in your voice) to thank your clients for using you for all their massage services. Our newsletter issues have a custom column version so you can add in “your voice” and provide personalized messages to your clients. You will see only after a few months how beneficial massage newsletters really are by tracking your return on investment . When clients keep coming back and your sales have dramatically improved, you will be able to subtract the cost of the newsletters vs the overall profit of sales. Newsletters are a crucial marketing piece for all massage therapists who are either starting or maintaining their own massage practice.

Start sending yours today!

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The Massage Therapy Profession

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A little food for thought:

massage imageThe following is a compilation of data gathered by the American Massage Therapy Association® (AMTA®) from U.S. government statistics, surveys of consumers and massage therapists and recent clinical studies on the efficacy of massage. These data provide an overview of the current state of the massage therapy profession, public and medical acceptance of the value of massage and increasing consumer usage of massage therapy in the U.S.

  • In 2005, massage therapy was projected to be a $6 to $11 billion a year industry.1
  • AMTA estimates that in 2010, massage therapy was a $12-17 billion industry.2 Because of the economic situation in the country and some discounting among massage therapists to cope with the economy, in 2011, AMTA estimates massage therapy was a $10 to $11 billion industry.
  • It is estimated that there are 280,000 to 320,000 massage therapists and massage school students in the United States.2
  • According to the U.S. Department of Labor in 2010, employment for massage therapists is expected to increase 19 percent from 2008 to 2018, faster than average for all occupations. However, this is one percentage point lower than their forecast in 2006.3
  • Between July 2010 and July 2011 roughly 38 million adult Americans (18 percent) had a massage at least once.4
1 Center for Medicare & Medicaid Services. (2004) National Health Expenditure Projections 2004-2014.Barnes P, Powell-Griner E, McFann K, Nahin R. CDC Advance Data Report #34.
2 Data compiled by American Massage Therapy Association 2011.
3 U.S. Department of Labor, Bureau of Labor Statistics, Occupational Outlook Handbook
4 2011 and 2010 AMTA Consumer Surveys

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Massage Health Hints for your Clients

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In between your massage sessions, you may find the following tips helpful:

Preparation

  1. Loosen your collar.
  2. If possible, remove confining or thick garments such as jackets & sweaters.
  3. Center your attention before beginning.

Shrugging the Shoulders
When you shrug your shoulders, you are exercising muscles that tend to get pulled forward and hardened by tension. This tension buildup commonly occurs when you sit with your weight resting on your tailbone instead of forward over your hips. Shrugging breaks up the tension and provides a mild form of exercise that increases blood flow and restores mobility. The more you support the mobility of your shoulders, the less likely you’ll be to harbor tension there.

  1. Slowly lift your right shoulder straight up to your ear.
  2. Slowly return your right shoulder to a neutral position.
  3. Repeat the lift/release movement with the left shoulder.
  4. Repeat the lift/release movement with both shoulders together.

Hints:
• Keep your shoulder muscles soft as you do this. Don’t force the movement.
• Don’t tilt your head toward your shoulder. Bring your shoulder up to your ear.
• Keep the opposite shoulder in a neutral or slightly dropped position and avoid hunching it as you lift the shrugging shoulder.

Squeezing the Neck
It’s easy for your neck to become tense, especially when you are seated at a desk. When the neck muscles tense up, your neck often loses its mobility. A neck massage helps to restore muscle flexibility and release built-up tension.

  1. Place your right hand on the right side of your neck and position your fingertips just to the right of your neck bones.
  2. Keeping your fingertips together, massage the neck muscle using a gentle, circular motion. Without straining, move your hand up and down the neck muscle. Keep your neck in a neutral position as you massage.
  3. Repeat the procedure using your left hand on the left side of your neck.
  4. Repeat the procedure again using both hands and massage both sides of the neck at the same time.

Hints:
• Don’t press your neck so hard that you feel compelled to counteract the pressure in order to keep your neck from being pushed out of a neutral, upright position.
• Watch out for the tendency to hunch your shoulders, especially as you increase the pressure.
• Don’t let your head fall backward into your hand or forward into an extreme bend. Keep it level and in a neutral position.

Excerpted from Massage for Busy People, by Dawn Groves © 1999. Reprinted with permission of New World Library, Novato, Calif.; www.nwlib.com; toll-free ordering at 800/972-6657, ext. 52.

Staying in Touch by Jon Lumsden © 2002 Massage Marketing

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How to grow your massage practice

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Here’s a quick marketing tip for growing your massage practice:
Two of the most important actions you can take for your practice are keeping your name in front of your clients and educating them on the many benefits your services offer them.

Take a closer look at these two points. In today’s world, you are competing with an ever-growing number of diversions that are vying for your clients’ time and money. By staying in touch with your clients, you’re reminding them to call you for their next appointment.

The second point is just as important. The more your clients learn about the benefits your massage services offer them, the more likely they are to make it a priority to see you more often.

How many of your clients do you see at least once a month?
What would it do for your practice if you could develop more of your occasional clients into people you saw a couple of times a month? An ideal practice would have 10-15 appointments a week filled with these dedicated, regular clients.

We’ve got one of the best marketing tools for you to accomplish these two vital promotional activities:
Our $99 Massage marketing Kit. With our massage newsletters, you can remind your clients you are there for them and steadily educate them in the many reasons they should make the commitment to see you regularly in one easy step.

• Much more than just a collection of massage newsletters.
Our Massage Marketing Kit is a library of massage benefits, at your fingertips when you need them. All the information contained in our 35 newsletters can be used anywhere you’re promoting your practice. Place specific articles on your website, use them in the local newspaper, in client emails, or anyplace you can get the word out about your services. (See more marketing ideas at our website.)

How much should you spend on promoting your practice?
You don’t have to spend a lot! When you purchase our 35-issue Massage Marketing Kit, you’ll be spending less than $3 apiece for proven effective marketing newsletters that will keep your clients thinking about you. Each issue they read will enhance their understanding of massage benefits, increasing the likelihood they’ll become better clients.

You’re inviting your clients to invest regularly in your services; it makes sense to invest your promotional dollars to build that loyalty and develop them into valuable, regular clients.

Give us a try! Remember, we offer a 100 percent money-back guarantee, so you can see for yourself how much our Massage Marketing Kit can help your practice grow!

>> Click here to learn more or to order our Massage Marketing Kit <<

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The Redeeming Qualities of Massage Therapy

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If one were to base the definition of massage therapy on what is seen in advertising you could easily assume that massage is an additional form of splurging by those with the means to do so. However, massage therapy is much more than that. Not only is the art of massage an integral part of the maintenance and recuperation of athletics worldwide, but also in the rigors and stresses of our everyday lives as well.

The information age, which we are immersed in, has greatly enhanced our knowledge of massage therapy while simultaneously increasing the ability to incorporate new techniques designed to help alleviate our many ailments.

Formerly assumed to be a contraindication for cancer patients, massage therapy has since been included as a form of palliative care by experts throughout the world. While still contraindicated in the immediate vicinity and surrounding areas of tumors, massage is known to promote the general well being of cancer patients. The release of endorphins stimulated during massage therapy have been studied and display an increase in the levels of serotonin which directly correlate with a reduction in anxiety levels, forging a sense of calm, assisting in the regulation of moods.

The emotional and behavioral effects of massage have been well documented. Physical discomfort can quickly lead to emotional discomfort creating an atmosphere, which is uncomfortable for all parties involved. A decrease in the lack of independence can lead to the onset of depression, a trying and frustrating situation for patient and caregiver alike.

The alleviation of pain generated during massage gives control back to the patient, increasing strength while tightening the existing bonds between the caregiver and patient. At times, something which seems as mundane as a session with your massage therapist can allow one to more actively engage in the day to day activities while becoming more receptive to receiving assistance when it is needed.

Massage therapy can provide stability from the irregularity and nausea that arises from the radiation treatment of cancer patients. Typically advised to wait until the cycles of radiation treatment have been completed due to the sensitivity of the skin which arises, massage has the ability to aid in every aspect of our lives.

Mesothelioma patients have been known to greatly reap the benefits of massage therapy. Some insurance and treatment plans include massage as a form of treatment for mesothelioma, but even when insurance does not cover massage, many treatment clinics work closely with massage therapists providing relief and comfort at a discount rate.

Consult your doctor and find a massage therapy that will work best for you and your treatment and give your mind, body and spirit a vacation from some of life’s everyday stressors and go indulge in a massage today!

This article was a guest post written by Melanie L. Bowen. Melanie L. Bowen is an advocate for natural health awareness specializing in massage therapy specifically for cancer patients. If you would like to contact Melanie direct you can send her an email at melanielbowen@gmail.com or you can share your thoughts/comments below for her to review or visit her at the Mesothelioma Cancer Alliance Blog.

I’d like to thank Melanie for reaching out to us and sharing this information with our readers!

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A well-written client newsletter is a proven massage marketing tool

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A well-written client newsletter is a proven marketing tool that can help you build a stronger practice.

You can do everything yourself or use a massage newsletter service like mine. A massage newsletter service provides ready-to-send massage newsletters on many topics — you just add your contact information and mail them, or you can add an additional cover letter before sending them out. I’ll explain some of the features of my service in a moment.

Make it easy on yourself!
Since an effective marketing program is essential to your long-term success, wouldn’t it be nice to have a simple system working for you? If you already have plenty to do and would like to make your massage marketing program as easy as possible, I think you’ll love my massage newsletter service. With many options, one will be just right for your needs. I have over 35 different issues available covering subjects such as:

  • Handling Stress with Massage
  • Massage and Pain Relief
  • How Massage Helps Improve Immune System Function
  • The Benefits of Regular Massage
  • How Bodywork Helps Muscle Function
  • And many more!

My full-color Staying in Touch client newsletters are available for the first time ever at a low rate of $99. This includes 35 full color issues that are customizable for an individual or a practice. Build a health information library; print as many copies as you need for just pennies a piece!

Here are a few testimonials from a few of my clients:

“My practice has expanded from one to four massage therapists since I began mailing your newsletters to our clients six years ago. Generally, we mail six issues a year. My client list has grown from 400 clients to over 2,200. Whenever we send a mailing, we see clients who haven’t booked with us in a while.”
— Kip Treece

“Last year, I sold 100 gift certificates; the year before, 75 (the first year I’d used your newsletter). People start using the gift certificates right away, which guarantees me some steady business for the first four months of the year.”
— Julie Friar, CMT

My massage newsletters are very easy to customize. You just open an issue in your computer using Adobe® Reader®, type in your contact info, and print your copies!

View a sample of my newsletter

The return address area includes ample room for you to add a short special offer if you wish. You can add your name, phone number(s), and “issue number” (Vol. 1 No. 1, etc.) under the Staying in Touch title on the front page as well. There’s even a place to add a postal permit number if the need arises.

In addition to the basic (add your contact info only) versions of each newsletter, you can add your own personal messages and/or special offers in my customizable column issues. This gives you the choice of adding your own columns whenever you choose. If you’re pressed for time, you can prepare a “basic” issue for printing in just minutes. Take a little longer to add your own message and really give each issue that personal touch.

There are even alternate versions of two issues with gift certificate reminders for Valentine’s Day and Mother’s Day. And when you purchase my massage newsletter marketing package, you have permission to reuse the text elsewhere, like on your website, blog or even share it to all your social sites. (Ready-to-use, text-only files are included in these packages.)

You can order and download your newsletter package from our shopping cart by going to www.MassageNewsletters.com and clicking on our “Marketing Kits” Page. (All issues carry a 100% satisfaction guarantee.)

If you’d prefer to send your clients all the latest news in the massage field (the most recent study results, consumer health surveys and reports, etc.), you can subscribe to our “new issue” service. I write two brand new issues every four months, with much of the content based on the most recent news reports from the top massage organizations and magazines. For more information or to subscribe to this service, please contact us.

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Important points to consider if you design your own massage newsletter…

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  • Plan on spending anywhere from 10 to 30 hours to research and write the massage articles; find appropriate artwork; create the layout, etc. for each massage newsletter issue.
  • Compare the layout and design you create for your massage newsletter with other massage newsletters you’ve seen for professionalism. A good reason for using a massage marketing service is that many therapists don’t see the weak points in their own work and end up creating issues that don’t really “promote” their massage practice image. You’ll end up wasting your time and money because your well-intentioned massage newsletter won’t really do the job you intended it to do — educate your massage clients and inspire them to call you.
  • You shouldn’t even consider creating your own promotional materials if you aren’t good at grammar, writing, etc. Misspelled words, grammatical errors, confusing or poorly worded sentences, etc. will give your marketing materials an unprofessional image and could actually do more harm than good.
  • For the same reason, you should have a good sense of design if you plan to invest your valuable time in attempting to create your own massage newsletters. I usually tell therapists who are considering creating their own marketing pieces that it’s a great idea if they really enjoy the entire process and have the skills required; otherwise they are just burdening themselves with a task that will drain them of time and energy that could be spent on seeing clients and making money.

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Tips for an Effective Massage Newsletter

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  • Keep it short and to the point. Offer information on the subjects your massage clients bring up during their appointments, such as handling stress, neck complaints and back pain. Ask what they would like to see in future massage newsletter issues. You can also share results from recent studies on massage.
  • Don’t get too technical. Remember that most people don’t have much knowledge of anatomy and physiology, so refrain from using too much industry terminology.
  • Stay positive. Have your massage newsletters match the direction of your practice — to improve your clients’ lives physically, mentally and spiritually. Carry that message forward in your writing.
  • Say “you.” Directing your message to the reader, not your entire client base, makes your message more personal and more effective.
  • Include a time-dated special offer to get clients to book sessions right away. Consider offering a discount for booking an appointment by the end of themonth or a package discount for clients who are interested in pre-paying for several massages.

Feel free to add personal touches. When massage therapist Leslie Hendricks sends my Staying in Touch newsletters to her clients, she includes a Cozy Client Corner section featuring a client who has his or her own business, as a reciprocal networking gesture. She also includes Leslie’s Classic Movie Pick of the Month, where she reviews a classic movie of her choice.

Leslie says that mailing her massage newsletters on a bi-monthly basis has made a huge difference in her massage income. “The massage newsletters act as a gentle reminder for my clients to call and schedule their next appointment, as well as purchase gift certificates for special occasions,” she says. “My clients even tell me that they truly look forward to receiving them. So it’s well worth the effort.”

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More Benefits of Sending Scheduled Massage Newsletters

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Another benefit of sending scheduled massage newsletters to your clients is that occasional massage clients may become regulars. If the educational seeds you plant nurture a client from seeing you a couple of times a year to once or twice a month, you’ve increased your annual income as much as $1000 from just that one massage client.

The possibilities are endless. For instance, if you sell an extra 10-20 massage gift certificates a year because of your massage newsletters, that alone could pay for your promotional expenses for the year — not to mention if two or three of these new massage clients begin to see you regularly. Or you could print 100 extra copies of an issue as handouts (cost: about $10) and with just two new massage clients, you could earn an extra $100 on initial appointments and many times that in the coming months and years. Are you beginning to see the huge potential that a regular massage newsletter has for your practice?

How often should you mail your massage newsletters? If you’re actively building your practice, send your client massage newsletters six or more times a year. Minimally, you should send three or four massage newsletters a year to strengthen your client-therapist connection. The really important thing is to send massage newsletters to all your current and potential clients on a regular basis. It’s one of the easiest and most cost-effective ways to build a strong practice and to stay in your clients’ minds.

Massage newsletter preparation. Begin by creating an attractive, easy-to-read look that enhances the image of your practice. Next week I’ll discuss pointers I used in creating my Staying in Touch® massage newsletters. Even if you are evaluating other massage newsletter services, be sure to consider these points. Not only do you want an attractive massage newsletter, you want one that really interests your clients, feels like it comes from you, and gets your clients to call you for their next appointment! Pretend you are one of your clients as you evaluate the massage newsletter you’re considering and see if it increases your interest in getting a massage.

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Why Massage Newsletters are Cost-Effective!

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In order to properly evaluate a marketing tool, you should have a basic idea of what constitutes a good financial return for the dollars you spend.

For example, if you spend $100 producing and sending a marketing piece like an educational massage newsletter, how much income must you bring in to make it worth your time and effort?

One way to measure the value of your massage newsletter marketing campaign is to keep track of activity in your practice from week to week, so you can observe any changes. For instance, if you keep track of the number of massage sessions booked and delivered each week, you can monitor how close to reaching your target you are. If you want to deliver 22 massages a week and you are averaging 14 now, you know you need to take some action to generate eight more appointments per week.

Once you mail your massage newsletter, track how this mailing affects your schedule. If you begin averaging 16 massages a week for several weeks following your mailing, you’ll know the results your massage newsletter is bringing — in this example two more massages per week. Without a way to measure your results, all of your marketing actions will be guesswork. So, be sure to track the important practice activities, as they are the scorecards for your business.

Say you generated ten additional massage appointments from your latest massage newsletter mailing to 200 clients. If you spent $100 on the mailing and brought in $500 on the increased massage appointments, you earned a return of $400 on your marketing dollars. If these were typical results and you sent six issues a year, you’d spend a total of $600 to increase your profit $2,400 — which is a great return for your efforts!

Or look at it this way: If you send a massage client four to six issues each year at .50 per issue, you’ll be investing about $3 per year on that client. Even if they respond with just one $50-visit a year, you’re coming out way ahead!

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