Success vs. Failure in Marketing

[dipshi_t]

In reading the threads on marketing and what works & what doesn’t, I saw one truth emerge: What works for one massage therapist won’t necessarily work for another.

Check out any thread and you’ll see that it’s true. In the yellow pages thread, some MT’s found it a complete waste of $ while others found it so successful they’re increasing the size of their ad. Some people have done well with gift certificate give-aways, while others got no response. Some people got regular clients from a chair massage event, while others felt their time was wasted by attending. Business Networking Groups worked wonderfully for some, and were a complete disappointment to others. The list goes on.

I think we all wish there were a few magic marketing techniques that work for everyone, so we can avoid the journey of trial & error. Since that’s not true, I thought it might be helpful to discuss why there’s such a difference in results.

I can think of 4 reasons, but I'm sure there are many others:

• 1. Location - Sometimes the success of a yellow pages ad or a newspaper ad depends completely on your city or town, and whether your fellow residents look in those places to find services such as massage therapy. Advice: ask local MT's what has worked for them.
  2. Quality - Sometimes it’s the quality of the marketing effort. For example, yesterday I saw a new MT’s brochure in my town that was printed in small, fancy font (difficult to read) and had typographical errors as well. Advice: have people critique & proof things like brochures, ad designs, websites, etc. And if writing/design isn't your strength, hire a professional to help you.
  3. Personality - Some people are very comfortable with sales, so they excel at networking groups and public events. Others hate to sell, making it difficult for them to succeed in these venues. Advice: know your strengths & choose marketing efforts you enjoy doing.
  4. Persistence - In my experience, marketing has a cumulative effect. If you only place an ad in your local neighborhood paper occasionally, it’s not going to be nearly as effective as a year of weekly ads. They say people need to hear about you at least 3 times before they call.

Anyway, those are my ideas, but I'm interested in what the rest of you think. What do you think causes success or failure in marketing.

 

[Sora Rumbleton]

Let us not forget, even beyond marketing, you need to be a great MT to make it in this business.

You can spend tons of money on proven marketing tactics. It may bring you lots of clients, but if you arent good, it will only bring them to you ONE TIME.

When I started, I depended on ads in local papers to get clients on my table. Now tho, I get the majority of clients from other clients! A proven referal (a current client) is better advertising than any ad in the newspaper, yellow pages, or where ever! Again, if you are good at what you do, your clients will gladly recommend you to their friends and family. If you are not good, most likely they will tell you it was good and tell their friends and family to go somewhere else for a good massage.

This field isnt for everyone. How many people do you know who attended beauty school?? Now how many of those are currently practicing?? Of those who are practicing how many are unhappy with their job because they dont have enough customers? The same thing will happen with the massage field as well. Right now it is relativily easy to break into. Staying in it is the most difficult part.

 

[ksr]

i totally agree with that.. right now in my town you can go to any intersection, throw a stone and hit about fifteen people who've gone through massage school. i'd love to see the numbers on how many of them actually got their license..

i know that i'm one of the ones reviving old threads about marketing - and it certainly isn't so that i can find a magic answer, but maybe just additional ideas, or a new perspective. but i will say, that no matter what new marketing ideas i have , or borrow, or whether they work or not, what it boils down to is that at the time of each session, i am totally, completely hoping and praying that i am able to help that client, because that is what i love to do. and keeping that focus is what keeps me in business.

i do think it helps us all to see what has worked for other people and what hasn't, and hypothesize (is that a word?) on what went wrong or right.. i think it helps all of us 'massage heads' think outside the box.

the main thing, i think, that works, and why it works - is when the clients tells you that they can tell you really love what you do. everyone who has said that to me has been a very loyal client, a great refer-er and has learned so much about living healthier. so i guess that setting that example - or trying to - speaks louder than any campaign. my clients who have said this to me say that it makes such a difference when they know their MT has a passion for what they do.

guess i've rambled enough.
a

 

[nearlyfond]

one thing that i think causes failure in marketing is: not going with your gut.

if your instinct says 'this is a waste of money, don't do it'
then don't.


my gosh, how i wish i'd listened to my instincts!
a

 

[peekaboo]

i know that i'm one of the ones reviving old threads about marketing - and it certainly isn't so that i can find a magic answer, but maybe just additional ideas, or a new perspective.

Hi Livingwell - I hope you didn't think this thread was directed at you. I think it's great that you're reviving old threads. We all can benefit from each other's marketing stories, ideas & advice. As for the magic answer, I wished there was one when I first started my massage practice, so I was talking about me as much as anyone. This thread is meant to add to the marketing discussion, and I certainly don't mean it as a criticism of the other great marketing threads we have on this forum. I hope everyone knows that.

Anyway, thank you for your posts! I can definitely see how Instinct/Intuition plays a role. I also agree with Greattlakes that our massage skill is our best marketing tool.

Does anyone else have other ideas behind why marketing success varies so much from person to person?

 

[Joseph]

Great thread. I need to get to sleep but just wanted to post my thoughts.

I think your specialty/modalities play a large factor in what works and what doesn't work. For example, if you specialize in facial treatments and parafin dips you might not get a large clientel from chair massage events or talking to your local chiro/PT and doctors. Likewise, if you practice medical massage don't expect to find a great deal of business in sidewalk art and spa parties.

I certainly don't mean to say that these methods won't work for anyone anytime. I just think some marketing methods are better geared towards different specialties. I hope I was coherent. I am tired, haha.

Again, great discussion!

 

[lex_r0x]

i totally agree with greatttlakes. you've got to be good at what you do. you can market 'till the cows come home but if you can't back it up, you've got nothing.

i know for me, i was one of those who thought i needed a yellow pages ad when i first opened. well, what a joke. i didn't need a yellow pages add, i just thought i did. huge waste of money. HUGE. besides that yellow pages ad i've done no marketing what-so-ever and i am as busy as i can be (on most days anyway). i think it's because i have passion for what i do and my clients know, see & feel that. the way i build my practice is by referrals. i take care of my clients because i have passion for what i do. this makes them want to refer their friends and family to me. they know i'm going to take care of anyone they pass my number on to. they take care of me and i take care of them. i love that relationship that i build with them.

rn2wn makes a great point too. sometimes people don't put a focus on what kind of business they would like to build. they advertise in the wrong places and struggle time after time.

i believe you've got to give people a good reason for calling you. after all, there are a ton of us out there. so, how does a client choose? give them a reason to choose you over your competitor. whatever the reason is, have a reason and know what it is and show it to them - through your marketing, your massage, your passion etc...ok i've got to go to bed now too....nite-nite

 

[Bad Ash]

Hi
A great post.

I am of the view that you can be the best MT in the world.. however if you don't tell the world that you exist, your skills will go under-used.

I agree it is so true that what works for one person will not work as well for another.

Typically, when I help therapists market their business I notice that the ones who succeed will take a marketing idea and not just copy it but will make it their own.

You know I am sure that MT's who have attended the same training will still develop an individual style. This I feel is how to succeed in marketing too. So the creativity you put into your MT skills should also be applied to your marketing too.

Persistence, I agree is essential to success. If a marketing idea has worked for someone else but has not been useful for you, you need to understand why, and then change it to suit your style, location, environment, local population attitudes and other differences.

Best wishes