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How To Talk So Massage Prospects Listen
I was recently at a business networking event, when I approached a woman I had not met before and I asked her what she did. She told me that she was a massage therapist. I then asked her who her ideal client was, to which she replied, "Anyone who has a body". I then inquired as to any specialty that she had, or particular type of work that she did. The therapist shrugged and said, "Oh, just whatever the client needs... I can do injury treatment, relaxation massage, some sports massage... just whatever they need".
As I walked away I realized that nothing that this massage therapist had said gave me any indication as to who I'd possibly want to refer to her as a client, or why. She did not distinguish herself in any way from the many massage therapists I know. She was not memorable in any way at all.
Being able to speak about what you do in a clear, compelling way is essential to building a thriving massage business. And yet many therapists are not at all effective in articulating specifically what they do, or how they are different from other therapists.
Most practitioners, when talking about their massage services speak in terms of features, for example, how long they have been in business or what training and certification they have.
But the truth is, in general people are not very interested in what you happen to do, but are much more interested in what might be in it for them!
Our prospective clients are busy. They have complicated lives. They have problems. And what they are searching for, more than anything else, is a solution to a challenge, a pain or a predicament in their lives.
When you can address a prospective client's problem or challenge it shows that you understand them. Especially if you can talk in their language. Because naturally they will want to know more. They will want to know if maybe you have a solution that works. See, now you have their attention!
So you should spend very little time talking about what you DO or what you KNOW. Instead ask them questions. Take the time to find out what they need. And what you'll find out is that what prospective massage clients want� are solutions that make a difference. They want to know if you can solve their problem or challenge, or at least make things a whole lot better for them.
To clearly articulate what you do in a compelling way you need to know three things:
1. Who your clients are- Be very specific
2. What's their problem- What are the most common challenges that your ideal client faces in their life? You might want to consider what is the root cause of the stress that your ideal client is experiencing?
3. What is the solution you offer- What specifically do you do that helps them resolve or make the most of those challenges?
So let's look at a 3-step recipe for articulating what you do in a way that will get your prospective client's attention.
I work with (who your market is) who (what's their problem) by (explain your solution).
Here is an example of what works and what doesn't.
"My name is Elizabeth Fletcher Brown and I am a small business coach."
This doesn't set me apart from my competitors, nor does it tell you much about what I do.
Let's try again...
"My name is Elizabeth Fletcher Brown and I work with massage therapists to help them build successful practices."
This tells you who I work with, and a little about what I do, but it doesn't address a specific problem, nor is it very compelling.
"My name is Elizabeth Fletcher Brown and I work with massage therapists who love what they do but are uncomfortable promoting themselves. What I have found is that when I help them to articulate what they do in a compelling, authentic way, marketing becomes a natural extension of who they are, and they are easily able to attract their ideal clients like magnets."
Can you see how that is more compelling and memorable?
So let's try it...
Hi, my name is...
I work with (your ideal client)...
Who (their problem)...
By (your solution)...
This aspect of building your massage practice (articulating what you do in a compelling way) is so important to your business success. Let's face it... If you can't talk about what you do in a compelling way that gets you clients, who can?
About the Author
Elizabeth Fletcher Brown LMT, and Certified Success Coach is the founder of the Massage Business Center, dedicated to supporting massage therapists and bodyworkers in creating financial freedom through their business success.
Get our free workbook, as well as our newsletter, Massage and Prosper, full of inspiration and business-building tips here.
Elizabeth is an Expert Author and is regularly featured in EzineArticles.com, the Holistic Business Journal and other publications.
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