your massage services are to their health and well-being.
But, for potential clients, or those who only see you once in a blue moon — it’s always good to get endorsements of the efficacy of massage by using research and other entities such as the media (called third party endorsements) to support and back up how valuable your work is.
It’s always best to let others ‘sell’ you, than for you to try to sell yourself!
For example, here is a link to a short article that is easy (and effective) for you to share with your clients to remind them of the value you provide through your massage. The research is from the Annals of Internal Medicine, so it is real science-backed!
Every month there are more references to, and studies done in this country and others, that show the benefits of some aspect of the services you provide. You will want to capitalize on them and use them to show other potential and current clients!
We can talk ’till the cows come home about how great massage is, or how important it is to be drinking water and staying hydrated, or eating well, exercising, what-ever… but people need to be convinced of it. When you let them see, for example, that Public National Radio is reporting on it… well then, they will probably think, “there certainly might be something more to this ‘massage-stuff’”.
If you see or hear about a local or famous celebrity, expert, or politician, for example, receiving massage and how it is helping them in some way — You want to make reference to it. (‘Social Proof’ refers to seeing that other people (just like you or who are in an enviable position) are doing it. People believe it shows that if so-and-so is doing it, it must be good.)
Here is an example of a video that is posted on Bravo TV website, and it actually makes a massage look scary! The ‘scaryness’ starts from the moment the therapist walks in and doesn’t even know the name of the client he was going to work with, and goes down hill from there! If you take a look at the video, you’ll see how this can actually back-fire on our industry, because it shows so many moments where a client or potential client might think, “Yikes!”
( http://www.bravotv.com/million-dollar-listing/videos/house-call-massage )
Only share valuable resources with others –Please!
How Do You Find The Research or References to Massage?
1. Set up a Google “Alert’.
It’s free. Go to: http://www.google.com/alerts and type in ‘massage research’ or ‘massage studies’ or other keywords related to your practice that you want to be notified of. You can pick as many as you wish. Once your alerts are set up, Google does the searching for you, and you will get an email to the link related to the online publication, website, video, or report.
Again, it’s critical that you don’t automatically send out links blindly to your clients. Be sure first to read it, view it, and verify the accuracy. And of course, make sure it comes from a reputable source and that you agree with the findings.
2. Go to the resource libraries available online like http://www.PubMed.org.
3. Of course, you can also find references the ‘old-fashioned way’ in the newspaper, or hear it on your radio!
How Do You Use This To Promote Your Practice?
Once you have the article or video, you want to disseminate the information to your clients and prospects, and maybe even your referring partners.
1. Send a link to it via email, post it on FaceBook, your website or blog, and other electronic mediums.
2. If it is something you really like, print it out and make it available to clients as a hand out.
3. Mail the physical piece to your clients who may appreciate receiving it as an additional source of information.
Even simply referring to the research or reference in your conversations to prospects and clients will help elevate their opinion of you and your practice in their mind. By coming across as a resource for them, you raise above the rest of the therapists in your area and become known as an expert. They will think of you as knowledgeable and up-to-date on the latest research.
An Added PLUS:
Even if your client is on-board, and does already know and appreciate the value the massage services you provide, seeing the research and social proof that others are booking and finding value from massages, helps them justify continuing to spend time and money with you.
Also, if they are feeling guilty about the expense or if there is another person in their life, like a wife or husband they need to justify spending money or time to — well, this helps them be able to do that, by showing research and references that are validating that your services are worthwhile.
Have fun doing the research and if you find a valuable resource we all can use, please share them by posting the links below into the comments.