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 or so ago. I was conducting a lecture about writing brochures for a massage business. I found that Massage Therapists had one thing in common that stopped them writing their massage brochures. It was definitely not a lack of intelligence or will power, it was not knowing 'how to get started' on writing their massage brochures. Not knowing how to get started on writing a massage brochure is not the same as not having the ability or capability. In fact creating your massage brochure is pretty easy. The secret to massage brochure writing? It's all about following a system.
Following a writing system when writing your massage brochure will cut down hours of 'writers block', frustration, feeling in adequate and overwhelmed. It's true; you can feel all these things when you start your massage brochure writing. So now, I'm going to teach you how to start feeling confident, satisfied and proud of your massage brochure writing. With practice you'll become a master at creating your own massage brochures.
Let's get started on the system of writing your massage brochure. Not just any old brochure, 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" when you sit down and begin to write your brochure.
Your massage brochure needs to reflect utmost professionalism. In your experience as a massage therapist you'll know that people have loved your massage and wanted more. This needs to be reflected in your presentation. Only use the highest quality paper and the best printing service in town. You have a significantly higher chance of impressing potential massage clients them further with your skills in the marketing and business side of things as well. Whether you do Trigger Point massage, Swedish massage, Bowen therapy or deep tissue massage all massage therapy modalities need to be reflected in this way.
Secondly, you need to understand that potential massage therapy clients are not looking for the features of massage therapy such as "increased blood flow, increased muscle tone, improved oxygenation to the muscles" or "helps disperse lactic acid build up in the muscles." Yes, it's all great that massage therapy does that, but it's not what clients are looking for in your massage brochures.
Think of it this way. When you yourself are looking for a massage from a colleague, what is going through your mind at the time? 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 get relief from something. And they will search for it in your massage brochure. So make it easy for them to make a decision to have your massage treatments by stating the benefits of your massage treatment straight away rather than the features in your massage brochure. (People start looking for massage therapy when the pain has become a problem and usually not before.)
Thirdly, always use 'easy to understand' language. We often forget that as massage therapists, our potential clients are seeking benefits in the form of relief from discomfort. What I mean by this is what is going through their minds is the language that we must use in our massage brochures. If they are thinking it, we must say it. That's why it's important for us to state in our massage brochures phrases like "my treatment will give you relief from neck pain, allowing you to move freely and without pain. 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 'get into your clients head'. Speak plain language in your brochures and don't use your qualifications upfront as a strategy for attracting clients. Most of our massage therapy clients have no idea about massage or the school we went to or the hard work we did to become skillful at it. And that's ok! Right now our goal in writing massage brochures is to make it easy for them to decide to want to have massage with us and offer our massage therapy in a way that's easy for them.
There's a lot to teach on this subject of massage brochures. Which is why I've written a few ebooks about it, so if you want to know how to write massage brochures, please click on the link below. I have designed a simple step by step system for you to follow to write fabulous massage brochures that clients will love.
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