Cool Tool: TweetSheet

Check out this nifty site that creates a graphic report of your activity on Twitter: www.vizify.com/tweetsheet

It's free and only takes a few seconds.  A great way to get a glimpse of what twitter marketing is working best for you!

View Bodywork Buddy's full TweetSheet.

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

Pinterest

I posted this video on our Facebook page a while back.  But with this recent article detailing how Pinterest is now sending more web traffic than Yahoo Search, I thought it was worth a blog post about using Pinterest for your massage business.

I'm not sure that using Pinterest will directly bring you more massage clients, and I've found conflicting information on whether or not it helps with search engine optimization.  But that being said, if you happen to be on Pinterest anyway, and enjoy it - why not create some pins for your massage biz?

I think a board with info on self-care for clients would be valuable.  Put your Pinterest link on your website and direct clients to your boards for info on health, massage, self-care, etc.  It could be a great resource for your current clients if nothing else.

What do you think?  Do you have a Pinterest account?  Have you noticed an increase in traffic to your website from it?

Share your Pinterest page in the comments below so we can all follow you.

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

Burpees Are Evil

I know this personal trainer who swears by this philosophy: if you hate something, DO IT.  And do a LOT of it.  In the realm of fitness, this translates to burpees for me.  UGH!!  I seriously don't like these.  So, you know, that trainer suggested that I do a TON OF BURPEES.

Her reasoning is this: if you keep doing it, eventually, it will get easier.  The best way to tackle what you don't like - and get better at it - is to just do it.  Nike may have been on to something with their tagline.

So, in the realm of massage business, what are your burpees?  Is it public speaking?  Your elevator speech of telling people what you do?  Online marketing?  Asking clients to rebook?

I'm guessing it isn't actual massaging... you've probably got that part down.

Pinpoint what it is about your massage business that you don't like, and just do it.  You might just find that it not only gets easier, but you get better at it.

As for those burpees... I'm still working on it.

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

Just Be Yourself

Just a short and sweet post today.

I recently got some advice from my Dad that I thought was pretty valuable:  Be yourself.

(And this is coming from someone with an old-school handlebar mustache.  As you can see, my Dad is awesome!)

For one, if you are anything but authentic, the people you are trying to impress will see right through you ... eventually.  And for two, if it isn't the real you they are impressed with, what's the point?

If your clients know you as bubbly and super sweet, then why would you try and be snarky with your marketing just because it's working for someone else?  Is that really who YOU are?  Your marketing is an opportunity to share a glimpse of your personality with clients and potential clients.  Of course, it should portray professionalism.  But it should also feel real.  Especially in such a personal service such as massage.  If you have to try and be something or someone you're not, you're doing it wrong.

How do you put your personality into your marketing efforts?

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.

                                                           authentic photo: freedigitalphotos.net

Series: How to Set Your Massage Referral Program on Fire / Part 9

Last weeks referral tip was about Moving it Forward.  This week, we look at any problems or hiccups in the process and focus on smoothing the system out if needed.

Referral Fire Starter Tip #9: Troubleshooting.

Even the best referral program can run into some issues along the way. Here are some common problems and how to address them:

1. No one is using the program. If you’re not getting any referrals, you either haven’t created a strong enough rewards program, or people don’t know about it. If you think the issue is with promotions, start mentioning your referral program at every opportunity. Add it to your regular mailing, mention it to all your clients, and consider doing a separate mailing to promote your program.
2. The referrals you receive aren’t interested. If you’re getting plenty of referrals but they’re not becoming clients, that means you need to increase the quality of the referrals you’re receiving. Make sure you let your clients know you’re rewarding based on qualified leads. You can also ask a qualifying question on the referral form to make sure your clients are thinking in the right direction. A simple question will make your client think twice about writing down anyone and everyone, without regard to whether they fit your ideal customer.
3. You’re getting too many referrals. This shouldn’t be a problem unless the referrals you’re receiving aren’t qualified. Otherwise, most people wish they could be in your shoes – so overrun with business that you’re wondering how to turn off the flow.
4. Your program is too expensive. If it seems like you’re spending more money/time on referral rewards than they’re worth, there’s either a problem with your perception, or you’ve stacked the rewards too high. Most business people know how much a new client is worth to them in terms of business over the next year or years. Compare that amount to the amount you’re paying to your referrer. If each new client is worth about $50 in new business over the next year, you don’t want to offer more than that as a referral bonus. If you are offering $100 credit for each new client referred, no wonder it seems expensive – it is! Adjust accordingly.  (If you charge $65/hour, and a new client becomes a regular of once a month - that's $780/year!  So from this valuation, offering a free massage for every 3 clients referred is still a great deal for you!)
5.  Your program is taking too long to administer. If you’re spending hours each week administering your program, you need to simplify and automate. Create systems to help you track and reward your clients, and streamline your process so it can operate quickly and easily. Cut out extra steps, get rid of things like punch cards and by-hand tracking, and make it all digital if possible. If that is too complex for you, a single index card with names and numbers of referred clients can work, too. Pick something that fits your style and remember that simple is best.

Series wrap-up:
Part 1
Part 2
Part 3
Part 4
Part 5
Part 6
Part 7
Part 8

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

                                                                                          puzzle photo credit: freedigitalphotos.net

Series: How to Set Your Massage Referral Program on Fire / Part 6

Last week's tip in this 10 part series was to gather client testimonials.  Did you get any client testimonials last week?

Referral Fire Starter Tip #6: Market Your Program Creatively

Once you’ve got the outline for a strong referral program in place, you need to start talking it up. If no one knows about it, no one is going to get excited about it. Here are some creative ways to promote your referral program:

1. Create a section of your website. Even though you are a brick-and-mortar business, websites are great places to send people for more information. Have a section of your website that you can direct clients to, and list all the referral details. Make sure there’s a form right there that they can use to refer friends and family.
   
   
2. Use the back of your business card. The back of your business card is prime real estate. Instead of letting it go to waste, use it to advertise your referral program. You could give details or just include a link to your referral program.
3. Create “refer-a-friend” cards. In addition to handing out business cards, give your clients refer-a-friend cards. They could say, “Someone really likes you, and thinks you’d like us! Use this card for 20% off your next purchase.” Then have a space for the referring party to include their name so they receive credit for the referral.
4. Use compelling language. Many cash-based businesses (real estate agents, mortgage brokers, etc.) will include, “I PAY FOR REFERRALS” on their marketing literature. If you don’t want to be that blunt, you could write something like, “Did you enjoy today’s service? Tell a friend and be rewarded. Check out our referral program at www.YOURSITEHERE.com.”
5. Create a direct mail piece just for referrals. Particularly if you are revamping or launching your referral program, you may want to think about creating a direct mail postcard specifically to promote the program to your existing clients. Highlight how easy it is to participate and the benefit to them – and their friends – if they participate.
6. Mention the referral program in person. When your clients are scheduling their next massage, remember to mention the program and ask for referrals.
7. Add it on all marketing materials. This mention can be as simple as a line that says, “Find out how you can earn free massage! Go to www.YOURSITEHERE.com.”
8. Create schwag. Inexpensive giveaways like pens, mousepads, and notepads are great places to mention your referral program’s URL. These items stay in front of them, and will keep your program top-of-mind. One note: Don’t give away junk! “Inexpensive” does not mean cheap. You’re better off investing a few more dollars in a giveaway people are going to want to use, then handing out junk that ends up in the trash.

Check out the creative ways Nevada School of Massage Therapy/Las Vegas Campus promotes their referral program.  Randi Sepulveda is the artist that draws these awesome gems!

What creative ways have you marketed your referral program?  What worked well, what didn't?

Series wrap up:
Part 1
Part 2
Part 3
Part 4
Part 5

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

                                                                                 creative photo courtesy of freedigitalphotos.net

Client Acquisition [Infographic]

As a follow-up to this recent business tip article on massagemag.com, here's a nice little infographic to illustrate just why an existing client is easier to reactivate than acquiring a new client.

According to this, it's 6 to 7 times more costly to acquire a new client than to retain an existing one!

What do you think?  How much focus do you put on retaining clients versus gaining new clients?

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

Series: How To Set Your Massage Referral Program On Fire / Part 4

In last Monday's post, we discussed tip #3 of rewarding the referrer.  So moving right along in our series...

Referral Fire Starter Tip #4: Give Great Service

It almost goes without saying – but I’m going to say it anyway. The number-one way to ensure quality referrals is to give great service in the first place. The happier your clients are, the more likely they’ll be to refer their friends and colleagues in your direction. Here are some past posts for some ideas on making sure your current clients are as pleased as possible:

• 10 simple ways to wow your clients.
• Powerful ways to show appreciation to your clients.
• Set yourself apart from the competition.
• 7 habits of highly successful massage therapists.

When you implement these ideas, you’ll see your client satisfaction and natural referrals increase. And when you combine great customer service with some of the other tips in this series, you’ll really experience the snowball effect that will lead only one place – to more clients and more money. 

1. Provide an easy way for clients to schedule an appointment with you. Whether it’s a phone number or an email address, have your contact information and make it easy to find on your website. You DO have a website, right?  Offering online scheduling is an awesome convenience to your clients that will help set you apart and stand out in their minds.
2. Set expectations. If you’re a solo therapist and only check email between 9-10 AM, you need to let your clients know that you won’t be on call 24/7. Likewise, if you only answer your phone at certain times, letting clients know beforehand will head off any concerns about non-responsiveness. You can post your “office hours” on your website, or create an outgoing message or autoresponder that lets people know when to expect a response from you (a word of warning: In today’s “microwave” world, anything more than 24 hours is considered long).
3. Underpromise and overdeliver.  Underpromising and overdelivering is a quick path to clients’ hearts.  
4. Take the extra step. Do whatever it takes to make the client happy – then go one more step.  Provide exemplary service and find ways to thrill your clients. They’ll pay back your efforts in loyalty – and referrals!

What ways do you provide great service to your clients?

Series wrap up:
Part 1
Part 2
Part 3

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

                                                                                            freedigitalphotos.net

How Effective Are Groupon Promotions? [Infographic]

The great Groupon debate continues!  I've seen many threads on Facebook discussing the pros & cons of daily deals for massage businesses.
Here's a cool infographic on some of the facts of Groupon:






Have you ran a Groupon?  What was your experience with it?  Would you recommend it to other MT's?

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

Easy Ways To Get Client Testimonials

Have you been wanting to get testimonials from your clients,
but aren't sure how to go about doing it?
Here's some simple ideas on how to make it happen:

•Abundant testimonials are actually everywhere. You might not need to actually ask for testimonials. If you listen, you will find out that great testimonials are part of everyday conversations with your clients. Did Joan just mention that she's never felt better after her massage?  Did Robert email you to thank you for the relief he's gotten from low back pain from your massages?  If it sounds and looks good, then you can probably use it. Be sure to get permission from the person. I've actually seen my name and words on a company's Facebook page that they never asked my permission to use.  Not. Cool.
• Change the wording. "Testimonial" can be intimidating. Your client might think they need to write a flowery, long-winded account of your services.  Honesty is all that's needed.  Words like review, feedback, comments, etc all take the pressure off.

• Make it easy for them.  Have a feedback form or guestbook on your website.  Leave a feedback journal in your massage room.  I've even seen a massage room that had a beautiful glass vase full of notes left by clients.  That way, people can leave you comments when they're still drunk from their massage.  *Tip: put a few notes in there to start, so no clients feels like they're the first to leave a comment.
*Shameless plug: Bodywork Buddy just added a feature that automatically emails your clients and asks them to leave a review after their massage.  You then have the option to publish it to your online scheduler.  It doesn't get any easier than this, seriously.



• Give a prompt. Clients sometimes struggle with where to start. It's better to ask questions like "how do you feel after your massage?" and "what do you like best about our services?".




Do you already have a system in place for collecting client testimonials?  What works well for you?  Do you use those testimonials on your website and other marketing?  (Because you should!)

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

                                                                             photo: freedigitalphotos.net

Series: How To Set Your Massage Referral Program On Fire / Part 3

Last week, I covered tip #2 of setting up a successful process to set your referral program on fire.  Now that you've got a process implemented, (you do have a process implemented, right?) let's move on to #3 in the series.

Referral Fire Starter Tip #3: Reward the Referrer

Many people will come up with a name or two if you ask them for friends or acquaintances who might be interested in your services. But promise them a reward of some sort, and they’ll suddenly think of long-lost aunts and former roommates who are in the market for someone just like you.

Before you sign away your hard-won profits, though, read these five tips for creating a great referral rewards program:

1. Reward based on QUALIFIED referrals. What’s worse than having no referrals at all? Having a notebook full of unqualified leads.  One mistake I had made when I first started my referral program: I didn't put any stipulations on gift cards.  (The thought hadn't even crossed my mind). That is, until I had a client buy several gift cards for friends, and then expect a free massage for referring those people.  (Before the referrals even came in to redeem their gift cards.)  While you may be thinking, "hey! you still got paid for those gift cards, so what's the harm?".  Well, the whole point of my referral program was to get new clients.  (As we all know, not all gift cards get redeemed!).  So while I may have made a quick buck selling those gift cards, that situation didn't accomplish my goal and therefore didn't warrant rewarding the client.
   
   
2. Reward related items. Offering a free oil change for anyone who sends five new clients to your massage therapy business? Umm, no.  (This one is probably a no-brainer.)  Make the reward fit your business model for continuity and branding; it’s just one more way to make your image stronger.
   
   
3. Reward quickly. Waiting a few months or even weeks can delay the action-reward cycle. When people are rewarded quickly, they are more likely to repeat the behavior so they can get rewarded again.
   
   
4. Reward intermittently, too. While it’s important to have a set reward schedule (for instance, $20 credit for each new client who schedules a session with you), it can be powerful to send “surprise” rewards as well. Once a quarter or so, send a thank-you email, coupon, or small gift as an additional thanks. These small surprises solidify your program in your clients’ minds.
   
   
5. Reward the referred party as well as the referrer. While it’s great to reward the client who refers new people to you, it’s equally important to reward the new client. Regulars will be much more likely to tell their friends about you if there’s something in it for the referral as well. You can offer $10 off for the new client as well as for the referrer. Then it’s a win-win-win for you, your current and your future clients. 

Do you already reward your clients for referrals?  What reward has worked well for your business?

Don't forget to check in next Monday for tip #4.

In case you missed the first 2 posts in this series:
How to set your referral program on fire / Part 1
How to set your referral program on fire / Part 2

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

                                                                       Incentive photo:   freedigitalphotos.net

Series: How To Set Your Massage Referral Program on Fire / Part 2

Last week I posted the first in this series to rev up your referral program for your massage business.  The first tip was to ask for referrals.  Did you ask some clients for referrals this past week?

Let's move on to the next step.

Referral Fire Starter Tip #2: Set Up a Successful Process

In an article in a sales magazine, a successful veteran sales manager stated that when his team received stacks of business cards and leads from the marketing team after a multi-day trade show, the leads often sat on the salesmen’s desks, or ended up in the garbage. What a waste! Hundreds, if not thousands, of leads – left to shrivel up and die. Just imagine the unclaimed revenue for that company…

If you don’t have a process set up to handle your incoming referrals, you might be committing the same referral crime. Here’s how to create a successful referral process:

1. Map it out. You ask your client for a referral, and you get one. Now what? If you get the name on a card or sheet, where does that go? If you get it via email, what happens with that information?
   A pile of papers scattered throughout your massage studio isn't likely to result in a fired-up referral program.
   
   Grab a large piece of paper or a mind-mapping software program and go step-by-step through your process. Start with the request for a referral and keep asking yourself “Now what? Now what? Now what?” until you’ve worked the entire way through your process and that referral has now been converted to a client.  Have a planned process to send each referral a postcard offering a discount off their first session, or some other enticing introduction to your business. 
   
   Also include a plan to easily track who referrals come from.  As I mentioned in the best thing I ever did for my massage business, this can be as simple as index cards in a recipe box.
2. Look for problems. After you’ve implemented your process according to your map, give it a month or so and then revisit it. Are referrals being held up at a particular step? Are things going off-track? Figure out where and why, and figure out how you’re going to fix it.
3. Refine. Times change and people change. You decide to close your Twitter and Facebook profiles. You revamp your entire massage business… As a result, you need to revisit and refine your process as your business changes and your client profile evolves. Everything might still be okey-dokey, but you may need to adjust things to accommodate how referrals are coming to you, or how you’re contacting referrals.

Processes can seem stilted and, for some people, boring. But getting it down and getting it right is a critical step to making your referrals pay off. 

Do you already have a process in place for referrals?  What has worked well for you?

Be sure to stop back next week for tip #3.

Series wrap up in case you missed it:
Part 1

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

Entrepreneurs: How To Beat Stress [Infographic]

Here's a good infographic on beating stress at the office, specifically for entrepreneurs.  It's a great thing to share with your clients on your fanpage or your website (easy ways to share at the bottom) - adding in, of course, that MASSAGE is a great way to beat stress!





What are some other tips that you would add in to help beat stress?

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years.  www.BodyworkBuddy.com

Series: How to Set Your Massage Referral Program On Fire / Part 1

Remember my post a few weeks ago about the best thing I ever did for my massage business?  Implementing a referral program really got the word of mouth advertising working for me.  I thought we could detail how to really get referrals working in your favor.  So this post is the first in a 10 part series on how to set your massage referral program on fire.  Every Monday for the next 9 weeks, I will have another post in this series.  Each week, work to implement ideas from the series and see what kind of difference you have in your massage business in 10 weeks!

No matter what the business, the number-one source of  new clients is through referrals.

Experts say that clients received via referral cost less to convert, are more likely to become regulars, and are more likely to refer you even more business! As a result, no massage therapist who is serious about growing their business can afford to overlook this lucrative source of new clients.

In this series, I’m going to cover ten tips that will have your referral program skyrocketing. Even if you just implement one or two of these suggestions, you’ll experience an almost immediate increase in the number of clients heading your way.

Ready to get started? 

Referral Fire Starter Tip #1: Ask!

It’s disappointing how many massage therapists tell me they don’t regularly receive referrals from their existing clients.  But when I dig a little deeper, the reason becomes clear: Most times, they’re not asking for referrals!

You might believe that if people are happy with your massages, they’ll naturally tell others. While this is sometimes true, it’s not necessarily so. There are three main reasons people don’t refer friends and acquaintances, even when they’re thrilled with the service or product they received:

1. Laziness. Most of us are lazy. We don’t go out of our way to do something unless there’s something in it for us.
2. They forget. Out of sight, out of mind. Once they leave your massage studio, they forget about you – unless there’s something that brings you to top-of-mind again.  (Which is why you should be keeping in touch with them in between their massage sessions.)
3. No one asked them to! It sounds crazy, but just asking someone to refer you can increase the amount of referrals you receive. All you have to do is ask.

While asking for referrals doesn’t have to be complicated, there are some guidelines that will make your request more likely to be successful:

1. Ask at the right time. Right after your client has received a great massage is the perfect time to ask for a referral. The experience is fresh in their minds, and they’re more likely to have a strong positive emotion.  You can imagine that asking for a referral from someone who hasn't gotten a massage in months is probably not going to have the same impact.
2. Ask when you’re having personal contact. When your client is in front of you or on the phone with you, or when you’re wrapping up a series of personal email exchanges is a great time to ask. That personal interaction increases the chances of a positive response.
3. Ask specifically. “Do you know anyone else who might be interested in our services?” is a great question, but even better is, “Who do you know who might also be stressed out and could use some relaxation?” is better.

Asking may seem uncomfortable at first, but practice makes perfect. Do it enough times, and it will become a natural part of your interaction with your clients– with fantastic effects.

Have you been asking your clients for referrals?  Did you notice an increase in your business once you started asking?

Stay tuned for next Monday's post for tip #2.  And if you're not already, subscribe to this blog via email or RSS feed so you're sure to see the rest of the series!

Cindy Iwlew is co-founder of Bodywork Buddy Massage Software, a complete online management solution for independent massage therapists that includes online scheduling. 

She continues to operate her own private massage practice of 13 years. www.BodyworkBuddy.com