Do you struggle to attract and retain the right clients for you? Do you yearn to have word-of-mouth renown? In an increasingly challenging market flooded with talented therapists and extremely savvy consumers, discover 10 Keys to developing a brand full of integrity that will inspire you, attract loyal customers, and make promoting your practice effortless.
1. Identify your values: This is the most critical step and yet, the one most massage therapists overlook. Do some soul searching and get a crystal clear idea of what matters most to you as an individual first and then as a company. Your values form the base of your business and should influence every decision, from what kind of logo you print on your business cards to the business partners you seek.
2. Identify your mission: Once you clearly identify your values, take the time to write a mission statement. Ask, why does my practice exist? What do I aim to accomplish? Write in simple language that a 12-year old can understand using, ideally, 8 words or less. If you are stuck, do a search on the internet for “mission statements” and use the most compelling ones as templates. Your statement should energize and inspire you morning, noon, and night.
3. Identify your ideal client: Again, an incredibly critical step. Looking at your mission statement, ask, “Who do I love working with most? With whom do I have the most success?” Although you might be reluctant to narrow down the potential pool of clients, the biggest mistake you can make is trying to please everyone. This dilutes your service and identity so much that you fail to strike a nerve with anyone. Even though you will turn some people off, you will attract others who will bond with you for life. And the best part about identifying your ideal client is knowing where to find them.
4. Create an emotional connection: Every potential customer wants to know one thing, “What’s in it for me?” In order to compel someone to purchase a session with you vs. any other therapist, you need to connect with her in an emotional way. How can make her life better? What pain will your service potentially reduce or eliminate? What problems do your clients face? How will hiring you solve those problems? What will his life be like afterwards? Think in terms of the benefits your client will receive instead of the features of what you offer (see Key #5).
5. Identify the benefits vs. the features: Know your services and/or products inside and out. But instead of simply listing the features of the various methods you offer, describe your menu in terms of how the client will benefit. So instead of simply listing “shiatsu massage,” describe it as “a relaxing and soothing experience that will erase the knots and twinges of your stressful environment.” Remember, it’s all about creating that emotional connection with your ideal client and telling them how you can make their life better.
6. Create an experience: Why should your potential client hire you as opposed to any one of your competitors? What makes you unique? Successful companies understand that they are in the business of creating experiences that enrich lives. Starbucks does not just sell coffee. From the music they play (and sell) to the comfortable furniture and inviting d