While the whole situation is sad and deceitful, there are certainly some lessons we can all use. People keep asking how something like this could happen to massage therapists. Someone mentioned something like: 1. Build credibility by aligning yourself with respected therapists 2. Self-publish a few books. 3. Market yourself like crazy. (I simply can’t find the original comment to quote or person to credit, with 1000’s of comments and posts that keep appearing and disappearing… My apologies.)
Many leaders in our community focused on correcting issues that occurred. If you need information about becoming the owner of your domain, here is some information:
What to do if your web designer registers your domain name.
Who has control of your domain.
Others focused on "Common Business Sense" and "An Ounce of Prevention". It's great information. A good number of us know how to be savvy consumers. Most of us silenced our inner voice because the marketing was good. Here's the kicker:
Many leaders in our community focused on correcting issues that occurred. If you need information about becoming the owner of your domain, here is some information:
What to do if your web designer registers your domain name.
Who has control of your domain.
Others focused on "Common Business Sense" and "An Ounce of Prevention". It's great information. A good number of us know how to be savvy consumers. Most of us silenced our inner voice because the marketing was good. Here's the kicker:
No aspect of the marketing was new, special, or even original!
It was simply the application of some tried and true techniques that work. I wanted to take a step back and look at a greater lesson I could learn beyond “don’t be a dumbass”.
I wanted to look at the breakdown of a successful recipe for marketing that duped many in our profession. We could use this and apply it in our own massage practices!
Credibility
There is no doubt this scam would not have been as widely spread in our massage community had there not been some implied credibility by aligning with some very key, well-known, and respected leaders.* We can apply this in our own practice. It isn’t a new marketing idea. This concept was applied skillfully and this is proof that it works!
If you specialize in pregnancy massage, contact an OB/GYN in your area. Let them know what your qualifications are and how you can help their patients. Or whatever other specialist aligns with your practice!
Cross-promoting works on the same principle. When you promote to the customers of another beloved business, when they hand out your flyer, business card, or promotion, there is an implied endorsement for the customer.
It may mean becoming board certified if you live in an unregulated state, volunteering for your massage association, or joining a local business group.
Additional education and certifications can also help with credibility. I would be cautious however of programs that requires a huge investment or fees to stay certified. Choose an area or two that you would like to specialize in and stick with those. When a therapist has 20 different certifications I begin to wonder if they can do 1 thing exceptionally well.
Writing
Content marketing is a very useful tool in your massage business. It helps people connect and also ties into to gaining credibility. Blogging for my business has by far been the most useful, easiest, and cheapest form of marketing I have ever done. You can read about my successes in Singing Loudly, Singing Proudly, and Singing Out of Tune. Having content on your website is also important. It has been said repeatedly: Potential clients want to know what solution you offer to their problem. Answer that question with relevant content on your website or your blog.
Strategic Marketing
I discussed ideal clients previously. Have you thought about who yours is? What is your niche? Look at this like a case study.
Massage therapists typically:
A niche was created. A problem was revealed. A solution was offered. It was that simple. Your marketing can be too.
The marketing in this particular instance was laid out beautifully. For massage therapists that had a hard time with marketing and financial issues in their business. An offer was created then a sense of urgency was applied. Prices are increasing Friday! I’m only taking on a few specific clients for this. Offer ends today.
You can take this and apply it directly to your business! When you market with an advertisement, create a sense of urgency. Calls to action work.
Online presence
With the use of Facebook, Twitter, and a decent website the message was able to get out to many ideal clients in a quick and efficient way. If you still doubt if social media works, I’m shocked really. It worked on dozens, if not hundreds of people here that were more than happy to hand over their money! I bet you are offering a superior product!
In a Facebook discussion, Kelli Wise reminded me of something I would tell my nephews when they were learning to ice skate:
If you aren’t falling down, you aren’t trying hard enough.
Many people fell. Some caught themselves on the way down, others did a full on face plant and had to stand up covered in mud. I say bravo to you. Those are people that took a risk. Just don’t get caught up in the “how could I have been so stupid” aspect. Instead, take a step back and ask:
What can I learn from this and apply to my business to make it kick butt in spite of this!
I wanted to look at the breakdown of a successful recipe for marketing that duped many in our profession. We could use this and apply it in our own massage practices!
Credibility
There is no doubt this scam would not have been as widely spread in our massage community had there not been some implied credibility by aligning with some very key, well-known, and respected leaders.* We can apply this in our own practice. It isn’t a new marketing idea. This concept was applied skillfully and this is proof that it works!
If you specialize in pregnancy massage, contact an OB/GYN in your area. Let them know what your qualifications are and how you can help their patients. Or whatever other specialist aligns with your practice!
Cross-promoting works on the same principle. When you promote to the customers of another beloved business, when they hand out your flyer, business card, or promotion, there is an implied endorsement for the customer.
It may mean becoming board certified if you live in an unregulated state, volunteering for your massage association, or joining a local business group.
Additional education and certifications can also help with credibility. I would be cautious however of programs that requires a huge investment or fees to stay certified. Choose an area or two that you would like to specialize in and stick with those. When a therapist has 20 different certifications I begin to wonder if they can do 1 thing exceptionally well.
Writing
Content marketing is a very useful tool in your massage business. It helps people connect and also ties into to gaining credibility. Blogging for my business has by far been the most useful, easiest, and cheapest form of marketing I have ever done. You can read about my successes in Singing Loudly, Singing Proudly, and Singing Out of Tune. Having content on your website is also important. It has been said repeatedly: Potential clients want to know what solution you offer to their problem. Answer that question with relevant content on your website or your blog.
Strategic Marketing
I discussed ideal clients previously. Have you thought about who yours is? What is your niche? Look at this like a case study.
Massage therapists typically:
- Lack business education in most schools
- Lack marketing education in most schools
- Most prefer the hands on aspect of massage and not the business side (which was kept off the discussion table)
A niche was created. A problem was revealed. A solution was offered. It was that simple. Your marketing can be too.
The marketing in this particular instance was laid out beautifully. For massage therapists that had a hard time with marketing and financial issues in their business. An offer was created then a sense of urgency was applied. Prices are increasing Friday! I’m only taking on a few specific clients for this. Offer ends today.
You can take this and apply it directly to your business! When you market with an advertisement, create a sense of urgency. Calls to action work.
Online presence
With the use of Facebook, Twitter, and a decent website the message was able to get out to many ideal clients in a quick and efficient way. If you still doubt if social media works, I’m shocked really. It worked on dozens, if not hundreds of people here that were more than happy to hand over their money! I bet you are offering a superior product!
In a Facebook discussion, Kelli Wise reminded me of something I would tell my nephews when they were learning to ice skate:
If you aren’t falling down, you aren’t trying hard enough.
Many people fell. Some caught themselves on the way down, others did a full on face plant and had to stand up covered in mud. I say bravo to you. Those are people that took a risk. Just don’t get caught up in the “how could I have been so stupid” aspect. Instead, take a step back and ask:
What can I learn from this and apply to my business to make it kick butt in spite of this!
*I in no way assign any blame to others that were duped in another way. I made my choices with the evidence that I had at the time, the same way they did.
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