Synopses & Reviews
A practical, step-by-step guide to success for massage therapists and bodyworkers, Marketing Massage distills information drawn from hundreds of interviews with massage school owners, teachers, employers, practitioners, students, and the general public that addresses the marketing needs of virtually every type of massage practitioner, from first-time job seeker to experienced therapist. For professionals starting or growing a private practice or business, this book offers a wealth of information, including the fundamental attributes, skills, and tools necessary to attract get and keep clients. From the basics of professionalism and essential marketing tools to sophisticated marketing projects geared toward a select clientele, Marketing Massage provides the knowledge necessary to start and maintain a successful career in massage and bodywork.
About the Author
Monica Roseberry, MA, CMT, is a well-known speaker, educator, and international bestselling author, and has been a massage therapist in the San Francisco Bay Area since 1984. She has trained thousands of massage students and has lectured in Europe, Asia, and North America. Ms. Roseberry has written for numerous massage and spa journals, including Massage Magazine, Massage Therapy Journal, and Pulse, the journal for the International Spa Association. Monica is also the primary massage author for The Body Shop, International. She has served as an Item Writer for the National Certification Exam for Therapeutic Massage and Bodywork, and as the National Supervisor of Elections for the American Massage Therapy Association. She holds a Master of Arts in Kinesiology, and lives in Walnut Creek, California.
Table of Contents
Preface. Foreword. Author's Story. Purpose of Book. Who This Book is for. Structure of Book. How to use this book. Section One: Bare Bones Marketing. Chapter One: Bare Bones Marketing. What is Marketing? Common Denominators and Uncommon Sense of Successful Professionals. Chapter Two: Attributes at the Heart of Marketing. Desire to Serve - Selling Your Soul. Commitment to Succeed - Obstacle Management. Professionalism. Customer Service - Serving the Center of the Universe. Chapter Three: Skills at the Soul of Success. Reaching Out. Shaping Client Perception. Creating and Maintaining Trust. Demonstrating Value. Setting and Meeting Expectations. Chapter Four: the Only Marketing Tools You Really Need. Business Cards. Appointment Book. Address and Phone List. Phone and Answering Machine. Professional Introduction. Section 2: Beyond Bare Bones Marketing. the Three Rs of Marketing: Reaching, Rebooking, Referrals. Chapter Five: Reaching Skills. the Six Questions For Reaching New Clients. Why? Identifying Personal Mission and Goals. Who? Choosing Ideal Clients/Niche Markets. When? Finding the Window of Opportunity For Marketing. What? Creating the Right Marketing Message. Where? Selecting the Best Places to Market. How? Taking Action! Chapter Six: Reaching Tools - Intermediate. Next Level Business Cards. Bigger and Better Time Management Systems. the Phone as Your Friend. Gift Certificates. Brochures. Flyers. Chapter Seven: Reaching Tools - Advanced. Public Speaking. Public Relations. Promotional Events. Advertising. Websites. Chapter Eight: Mutual Marketing. the Six Questions for Reaching New Clients - Advanced. How to Get an Ongoing Supply of Personal Referrals from One Source. Five Levels of Mutual Marketing. Mutual Marketing Examples: Travel Agent, Golf Pro, Real Estate Agent. Chapter Nine: Booking the First Appointment. When Marketing Becomes Selling. Turning Prospects into Clients. You're Opening a Relationship, Not Closing a Sale. Preparing for Yes. Chapter Ten: Rebooking Skills. Understanding Client Expectations. Shaping Perception, Value and Trust During the 5 Moments of Decision. Before Arrival - Setting expectations, client education. Upon Arrival - Work environment and personal presentation. During Session - Meeting expectations. Balancing in-the-moment experience vs. results. Short-term gratification vs. long-term value. Conversation. Listening. Responding. Educating. Conversing. Silence. Music. Application Skills. Choice of technique/modality. Speed, pressure, time in each area, intention. Amount of touch - level and amount of sensation. Hands-on skills - beginnings, endings, transitions, Client Involvement - ROM, resistance, feedback. Pain and pleasure. After Session. Reviewing Expectations and Recreating Value. Last Impressions. Booking the Next Appointment. Once Gone - Handling Follow-ups, Rescheduling, Cancellations, Common Client Complaints that Prevent Rebooking. chapter Eleven: Rebooking Tools. Appointment Book. Business/Reminder Cards. One-Time Specials. Frequent Buyer Card. Client Files. Intake Forms. Policy Forms. Client Records. Insurance Reimbursement. In Touch Tools. Newsletters. Emails. Promotionals. chapter Twelve: Referral Skills. Why Do People Refer? Why Do People Not Refer? How to Get Ongoing Referrals. Knowing What You Want. Asking for What you Want. Making it Beneficial to Refer You. Identifying Sources of Referrals. Clients. Family, Friends, Acquaintances. Professional and Medical Referrals. Mutual Marketing Partners. Working for Someone Else. Tracking and Rewarding Referrals. Chapter Thirteen: Referral Tools. Business Cards. Gift Certificates. Coupons. Special Offers. Promotional Items. Tracking Guide. Chapter Fourteen: Putting Together A Game Plan. Chapter Fifteen: Mature Marketing. Why Keep Growing? Benefits for Yourself, Clients, Profession and World. How to Keep Growing. Make Mistakes, Please! Developing Self-Confidence. Improving Competence - Advanced skills, anatomy experts. Setting New Boundaries. Redefining Yourself. Getting Comfortable with Success. Appendix: Each Chapter Will Contain: SWBAT - Student Will Be Able to. Stories From Successful Practitioners, Inspirational Quotes, Illustrations or Cartoons. Written Exercise - for class discussion and/or homework.