How To Write Fabulous Massage Brochures That Clients Will Love
By Amy Roberts
I was in New Zealand teaching a group of massage therapists about a year ago. I was conducting a lecture on writing brochures for massage business owners. I found that massage therapists had one thing in common that stopped them creating their brochures. It was definitely not a lack of intelligence or will power. They just didn't know how to get started. Once you learn the fundamentals, creating your massage brochure is pretty easy. So what is the secret to putting together an effective business brochure? It's all about following a system.
By following this writing system you will cut down hours of dealing with "writers block," frustration, feelings of inadequacy and being overwhelmed. It's true; you can feel all these things when you start writing you massage brochure. So now, I'm going to teach you how to feel confident, satisfied and proud of your marketing brochure, and with practice you too will become a master at creating your own marketing materials.
So let's begin creating a fabulous massage brochure that clients will love.
Firstly, it's important for your massage brochure experience to be a positive one. Clear your mind and make a decision that you will not bring any past negative feelings to the table as you sit down and begin to formulate what you want to project in your brochure.
Your massage brochure needs to reflect utmost professionalism and this needs to reflect in your presentation. Only use the highest quality paper and the best printing service in available. You have a significantly higher chance of impressing potential massage clients through the marketing of your business. Whether you do Trigger Point massage, Swedish massage, Bowen therapy or deep tissue massage all massage therapy modalities need to reflect professionalism and your brochure is often the first impression which makes your marketing materials very important.
Next, reflect on the needs of your potential massage therapy clients. They are not looking to learn about the features of massage therapy, but more so the benefits they will gain. For example, "increased blood flow, increased muscle tone, improved oxygenation to the muscles" or "helps disperse lactic acid build up in the muscles" are all description of benefits, but are the the right descriptions? It is all wonderful that massage therapy offers these benefits, but does describing these benefits get clients in your door? This is really not what your potential clients are looking for in your massage brochures.
Think of it this way. When you are seeking a quality massage from a colleague, what goes through your mind? Is it "I must get a massage so I can disperse the lactic acid in my muscles" or "this neck pain is really bad, I must get a massage to relieve it?" The latter of course! Well that's exactly what your potential massage clients are thinking too! When they pick up your massage brochure they are undoubtedly thinking about how they can receive relief from something that ails them. When reading through your brochure they will seek benefits that match their symptoms. So make it easy for them to determine that your massage treatments will provide benefits they seek. (People start looking for massage therapy when the pain has become a problem and usually not before.)
Thirdly, always use language that is easy to understand. As therapists, we often forget our potential clients are seeking benefits in the form of relief from discomfort. It is really important to state in your massage brochure phrases such as:
- My treatment will give you relief from neck pain.
- Massage treatments will allow you to move freely and without pain.
- A series of massage treatments will give you greater flexibility and relieve built up stress.
- After just a few of my massage treatments you'll be feeling more flexible and free again.
Just remember that with all massage brochures you must approach your brochure by getting into your clients head. Speak plain language in and don't use your qualifications up front as a strategy for attracting clients. Most of our massage therapy clients have no idea what it takes to become a massage therapist, or what amount of schooling and hard work we did to become skillful at our therapy practices. And that's ok! Our goal in preparing massage brochures is to make them easy for potential clients to make a decision whether they wish to schedule a massage, and our brochure can make that decision easy for them.
There's a lot to teach on this subject of creating massage brochures. Which is why I've written several ebooks which address this topic, If you wish to learn additional trips on writing massage brochures, please check out my ebooks. I have designed a simple step by step system for you to follow to write fabulous massage brochures that potential clients will love.
To learn more about Amy's ebooks, visit > Ignite Your Massage Therapy Practice.