Creating an experience

Overview

Massage therapy has traditionally been a business that takes a while to build a client base, as over time clients talk to each other about your services.
While traditional approaches to generating word of mouth are still valid, the spread of the internet has created new approaches to getting word about your practice out on the streets. The basic principles, however, remain the same. The recommendations need to be genuine, based on a good experience, and personal.
Below you’ll find some tips for improving word of mouth and getting more clients quickly.

Goals

Get more clients talking about you:
1. Understanding how to give clients something to talk about
2. Using tools to increase the frequency and volume of those conversations

Toolkit

• Differentiation: People won’t talk about an average, everyday experience. They like to tell their friends about things that are interesting and special. What can you do to make their experience something they want to talk about?
• Immediacy: People often look for signals that what you’re doing is working on them. What feelings/smells/sensations can you provide to help them link to the fact that something special is happening while they’re in your office?
• Social proof: People like to know that their experience reflects the opinion of others. Reviews, symbols of quality, rankings/ratings, and celebrity endorsements all help customers communicate the quality of your service.

Example Resources

• Reviews: Are you asking clients to post reviews of your service? Aside from reviews on your HealthShoppr profile, examples of popular review sites include Yelp, Citysearch, Zagat
• Ratings/Rankings: Top 10 lists and displays of awards and recognition can give clients topics of discussion (think sports geeks). What is your current Popularity Score on HealthShoppr? Will it get you into your city’s top 10?
• Feedback: Asking for feedback from a client can often help them realize just how good your massage was.
• E-Newsletters: Sending your clients regular communications helps solidify a relationship (as long as you’re providing something useful) and keeps your contact information in their inbox
• Take-homes: Similar to newsletters, items a client can take home that they’ll keep allows your information to stay close at hand. Pens, notepads, massagers, refrigerator magnets, etc all can work if done appropriately.
• Ask: If you think the client had a good experience, ask them to tell a friend and give them some cards. You’d be surprised at how many might because you asked