Have you ever run into someone and they ask what you do? Then you tell them you own a massage practice and they’re like “OOOH! Must be nice! You’re so lucky!” I think what they envision is you floating around in a robe all day in and out of treatment rooms getting free services. It must be what they envision because if they had any idea what it really takes to run this type of business those words would never cross their lips. It’d be more like “Man why would you put yourself through that?”
Well there’s a reason we place ourselves at the mercy of a client’s subjective opinion. Clients have in their minds what constitutes a good massage. Deep, light, stretches, strokes, stones, blasters, oils, creams, aromas, scrubs, golf balls, wooden spoons and Tonka trucks. (see video below)
We find the clients whose subjective opinion is reflective of our own treatment styles. What matters is that we remain professional with the intent to provide our clients with the best service specific to their needs. Sometimes we connect and other times we just don’t. So if it’s already a chore to just find the clients who best fit your style, why then are you adding irrelevant noise to the mix?
What we forget is that as massage therapists, our opinions may differ. The last time I checked our marketing wasn’t in place to attract fellow massage therapists. Unless you’re boasting about being the massage therapist to other massage therapists, their opinions don’t matter. We keep getting ourselves sucked into polarizing social media debates regarding trivial definitions. Going down rabbit holes of whether certain tools have a place in the treatment room. Before you know it you’ve lost 4 hours of time that you swore you didn’t have to devote to following up with clients who have paid you.
I get it. As massage therapists, we have a tendency to ask other therapists for simple validation. We want to make sure our message is professional, clear and effective. But here’s the problem. The opinion of other therapists can be highly subjective. A therapist reading a marketing campaign can “read between the lines.” We know what another therapist was trying to say and forget that clients don’t eat, sleep and breathe the massage industry. That type of clarity is often overlooked when we’re giving feedback to other therapists. That leads to a lot of money being spent to boost social media posts, AdWords campaigns, and printed material with little to no return on investment.
If you are looking for an objective and professional opinion of your branding and marketing efforts, Spa Analytics is here to help. Over the past 3 years, we have helped countless spa and massage businesses improve their marketing efforts by simply providing a free brand assessment. If you’re tired of the echo chambers and bouncing ideas back and forth that have not led to an increase in bookings, it’s time for some professional feedback.
Kamillya Hunter is the owner and founder of Spa Analytics. She encourages independent owners to focus on The Details That Matter when running a business. She’s a mom of two, an army wife, author and a self diagnosed “Spa Junkie” who lives, eats, breathes and sleeps the personal service industry.
Fill out the request for a brand assessment below and we’ll let you know how your message is coming off to your ideal client.