communicate with email

Especially at a time like this, when your actual business may be closed and clients can’t stop by to visit you to make an appointment, your website, social media pages and emails could very well be potential clients’ first impression of you and your business. Take a fresh look at your website. See if you can integrate the following ideas to improve your communication with clients.

When you are planning a newsletter, remember: Add value, offer your services and top it off with some social proof. Most importantly, be yourself and speak to your clients through your website and write emails in a conversational tone.

1. Communicate to Your Clients How a Treatment Will Help Them

Instead of saying, “Swedish massage is relaxing and uses techniques such as effleurage and petrissage,” say, “Swedish massage is for people who need to relax and have each muscle group thoroughly worked on. If you need to decrease stress and relieve general aches and pains, Swedish massage is for you.” Addressing a topic in a way that directly impacts a client makes it that much more meaningful for them.

2. Talk About How You Help People

Instead of stating, “I graduated from the Cayce/Reilly School of Massage in 1995 and have certifications in trigger point therapy, prenatal massage and hot stone massage,” your website’s “about” page could say, “I’m Sherry, and I specialize in helping busy people manage stress and pain. Whether you are a busy mom or a weekend warrior, I hope that you will make massage a part of your healthy lifestyle. Call today for a free consultation to see which type of massage is best for you.”

3. Don’t Use Complicated Terminology

Most people who are not in the health or wellness professions don’t know their iliopsoas from their splenius capitus, but they do know if they have neck pain or lower back pain. Keep your language clear and simple. Instead of saying, “Now offering Thai massage,” you could say, “I am offering a new service that is done clothed and works every muscle group with stretching and pressure point massage to relieve tight muscles.”

4. Use Proof From Social Media

Proof includes testimonials from clients (even better if you can use their photo), screenshots of your good reviews, logos and seals. If you are a member of the chamber of commerce, don’t just mention it—use their logo for added effect. Add your state seal or nationally certified seal to your webpages. If you have other certifications, use their logos as well. People are conditioned to think that if another person or entity thinks you’re good, they should, too. It’s just another way to create buyer confidence. If you don’t have testimonials, you can share stories about clients who have improved, and their results (just don’t use their names). You could share this information in a newsletter or at the end of a blog post. For example, “A client who came in weekly for headaches shared that after just three sessions, her headaches had decreased in both frequency and intensity. Now she is on a maintenance plan, to keep them from getting worse again.”

5. Position Yourself as an Expert

Everybody loves learning something new, and teaching someone something or sharing valuable information makes you the expert. Offer value in the form of information and help. Think about questions your clients might have about massage, different types of massage and other problems you could help them solve. You can write an article or blog post, share a link to a YouTube video, and create your own educational videos. Send out your helpful and educational information and then ask for the sale. For example, send out a video of self-massage techniques that a client can do at their desk, and a reminder about your monthly specials and available appointments. Promoting gift certificates is giving value as well, because you are solving a problem for clients if they need a gift for someone.

6. Place Photos and Videos of Yourself on Your Website, Social Media and Email Newsletters

Massage is a personal service, and clients want to book with a real person, not with a stock photo of a stack of oiled stones. A photo of you will make clients feel more comfortable about calling and going to your office. We can’t forget that it’s a huge stretch for a lot of people to book an appointment with a stranger, get naked and be worked on. A photo where clients can see that you look kind and professional can help them take action.

About the Author

Gael Wood has more than 20 years of experience in the massage and spa industry. She now concentrates on training massage and spa therapists in business, spa services and greater success. She is a regular contributor to MASSAGE Magazine; her articles include “Step Out of Your Comfort Zone —And Into Your Success Zone!” and “Achieve Big Goals With a Five-Year Plan” (February 2018).

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