My friends Allissa Haines & Kat Mayerovitch blogged about How To Beat That Massage Franchise, over at Writing a Blue Streak.
Kat provided some great marketing research on why people like or dislike the franchises. You can use that research to take advantage of where franchises fall short to increase your client roster and attract clients willing to pay your rates for your massage.
The folks who want the cheapest massage just once or on a very regular basis, and are satisfied with the quality of massages at the chain place? Those folks are going to be hard to win over. But there are folks out there who aren’t being served, and they’re looking for someone like you.
If you’re smart, and I know you are because I’ve met or chatted with so many of you in person or on the internet, you’ve started doing some research on your local massage chains. Look at the reviews. Look at what their customers were disappointed with. Create a list of how your massage experience will delight those disappointed customers. Their post will give you the how-to on figuring that out.
Addressing these issues on your website or blog can help you attract the right clients for your practice, instead of the clients who would just as soon desert you for the chain down the road.
The question I get most frequently from massage therapists and solo business owners is:
How do I get the right clients for my practice?
So let’s start where the Writing a Blue Streak blog post finished up.
How do I address these issues and beat the massage franchise?
Let’s look at some of the reviews online and some suggestions of how you could address them on your site.
There’s always a mix of good and mediocre therapists ….
Your site could say: “At <your business name>, you’ll always receive a great massage. Consistency, excellence, and sensitivity are our priority.”
the knot in my mid back got less attention than I thought I had asked for.
“Your knots and sore spots will get the attention they need.”
If you find someone who is actually good they will either be completely booked all the time or they will leave shortly after
“No more wondering who your next massage will be with, our massage therapists have been a part of our team for 12 years. When you find someone you like, you can be assured that they will be here for you for years to come.”
Address the complaints from the client’s point of view
Keep the WIIFM (what’s in it for me) in mind as you write the copy for your website.
Never bad mouth the competition
People have complaints about other massage therapists. Your job isn’t to engage in gossip. Your job is to make your massage sound irresistible.
You have greater control over your client’s experience than the big franchise does. You can use that in your marketing to assure the client that they will get the massage they want and they will get it every time they walk through your door.
What negative review can you make use of to beat the massage franchise?