massage therapy journal

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You also need to empathize with your audience. Massage therapy can be quite foreign to the novice; you might need to convince them of its efficacy and describe for them just what to expect in order to alleviate their concerns. Draping, privacy and an overview of the process may be touched on in your copy to eliminate any of the barriers they may have erected to the experience and benefits of massage. If you are addressing this on your website, this information could be detailed in the FAQ section. You might even want to highlight those which apply to first-time customers. What might potential patrons want to know?

What are Their Concerns?

The second process I like to use when writing a descriptive piece is to pose three questions to keep me focused on what needs to be said. You need your website or brochure to answer each of these three questions clearly and directly. I call them the “Three Golden Questions.” The first question is, “Why should I care?” In marketing terms, it’s setting up the problem. Every product or service theoretically was developed to solve a problem, and massage therapy is no different. The problems your services address determine the philosophy and mission of your business. Think of them as your reason for being. The solutions your service provides can be quite specific, like helping resolve sports injuries with sports massage, even focusing on a particular sport, such as running. Or they can be more general, like stress reduction. And I have yet to meet anyone who could not benefit from this at various times in his or her life.

The second golden question you need to address is the most important section of your brochure or website: “What are the benefits your service delivers?” I call it the WIIFM or, “What’s In It For Me?” No written piece has any worth at all if it cannot take the reader’s perspective and answer this question clearly and concisely. It is in essence the deliverables. (See the sidebar on page 155 for tips on prioritizing the benefits.)

Now you have set up the problem that needs resolution, be it tennis elbow or general stress relief, and hopefully you have clearly articulated the benefits your service provides to your clients. There remains one more question that your piece should address: “Why should I believe you?”

Your written piece or website must show your credibility and professional credentials. It may take many different forms. It could list the professional organizations you belong to, like AMTA. It could detail the number of years you have been in business. It could focus on you as the service provider or your business. “Voted Best Spa on the North Shore,” is also a credential I’ve seen on a brochure.

Another angle you could use to establish credibility is to come at it from the customer’s perspective and offer testimonials. Let your customers sell your services. A compilation of different quotes or even case studies can be a powerful tool because you are removing yourself and giving voice to the clients you serve. You can pull out some quotes from loyal, satisfied customers to use in your brochure and put the unedited versions up on your website. In essence, this last segment is a statement of your confidence and credibility.

Never underestimate the power of the written word. Put it to use for your business. First decide who exactly your audience is and then answer for them the three golden questions: Why should I care? What’s in it for me? Why should I believe you?

So don’t let that blank sheet of paper or computer screen intimidate you. Tell your story clearly, concisely and creatively. This road map should help you throughout the process!

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