That kind of sounds a little wacky, don’t you think?
Why the heck would we want someone to respond to your massage marketing who doesn’t want what you’re offering?
Going to reveal a cool little massage marketing nugget that you can use in almost all of your marketing
that will help to significantly boost the response that you’re getting right now.
It’s called a Secondary Reason for Response, and it’s a proven, time-tested massage Hepburn Spring & Daylesford MAssage marketing strategy that’s used by some of the best and brightest marketing gurus out there.
It happens to be one of my personal favorites, and the really neat thing about it is that you’ll be able to begin using this technique almost immediately when you are done reading this issue.
But…before I spill the beans on what a Secondary Reason for Response is, I want to make sure that you understand a couple of foundational massage marketing points first.
It’s critical that you recognize and understand that there are going to be a lot of people that want and need massage therapy, come across your ad, and don’t respond.
They may not respond for a number of different reasons: your ad didn’t catch their attention with a benefit-rich headline, it didn’t speak to their self-interests, it didn’t make an irresistible offer, or the worst massage marketing sin of all… it looked exactly like everyone else’s “Image-Style Marketing”
The worst massage marketing mistake that you can make is to use the typical Brand/Image/
Institutional marketing style with your practice name at the top of the ad, a grocery list of the
services you offer in the middle, and your contact information at the bottom.
That type of massage marketing is NOT response driven, it’s not track-able, it doesn’t produce a consistent or predictable response, it’s based on trial and error, it requires a lot of patience, it looks exactly like what every other practitioner is doing, and it just isn’t effective for the small business owner.
What you need to do is Lead Generation Marketing…but that’s a whole different story in and of itself, and a topic for another Newsletter issue.
Getting back to the person who comes across your ad and doesn’t respond…
They may need or want massage therapy, just not today.
They may want a massage, but not for another 2 weeks.
They may have terrible back and neck pain, but not be aware of the tremendous benefits of bodywork.
The point is that just because someone does not respond to your ad does NOT mean that they are not a good prospect for the services that you provide.
They may just not be ready to take the plunge and schedule an appointment with you.
We don’t want those good prospects to just walk away.
We don’t only want to get the names and contact information of the people that are ready to get a massage today.
We also want to get the names and contact information of the people who are interested in massage, but aren’t ready to pick up the phone and call you to get a massage today.
Why do you think?
Come on…give it a guess.
Ding, ding, ding.
If you guessed that we want their contact information so that we can follow up with them, you would be correct.
In a nutshell, what I am trying to say is that you should always have two objectives with almost every massage marketing piece that you create (except a pure Lead Generation piece).
Number one – get the people to respond who are ready to schedule an appointment with you.
Number two – get the people to respond who are good prospects for what you do, but aren’t quite ready to schedule an appointment with you.
You accomplish number one with an irresistible offer.
You accomplish number two with a Secondary Reason for Response.
A Secondary Reason for Response (SRR), is just like it sounds.
It’s another reason to respond to your ad BESIDES the main offer of the massage.
You give the prospects who aren’t ready to actually get a massage right now, a reason to respond to your ad, so that you can get their contact information for later follow-up marketing.
Remember, even though they aren’t ready to respond right now, they are still an excellent LEAD that you want to plug into your massage marketing follow-up system. (You DO have a massage
marketing follow-up system, right?)
With the right follow-up, you will convert a large number of those people into clients.
As a quick side-note, lack of proper follow-up marketing is one of THE worst mistakes 99% of practitioners make with their massage marketing system.
But again, going off on a tangent.
Here’s how you use the Secondary Reason for Response…
At the bottom of your ad you would have some type of Lead Generation offer for some exciting, benefit-driven free information that the prospect can receive.
No a brochure about your practice either.
Something like a free report or “Consumer Awareness Guide” that promises to deliver information that the prospect will benefit from.
Now before you go to hit that nasty little delete button again, DON’T be concerned about where you’re going to get this information from. I’m going to explain in a second how in an hour on your computer you can put something together.
Let me give you an example of a SRR.
Let’s suppose that you have a small space advertisement in a local newspaper.
If the ad was ‘niched’ toward back pain sufferers, (And by the way, you should always niche your massage marketing. It will help to position you as a specialist instead of a generalist.)
you could offer a free one-page report entitled: The 10 Simple Steps To Eliminating Back Pain Forever Without Any Drugs.
You would direct the prospects to call a phone number that connects to a voicemail, where they would leave their name and address just to receive a copy of the free report.
You would then mail them the free report, and then plug them into your massage marketing system.
That right there is the essence of Lead Generation marketing at it’s finest.
The prospect gets free information on the problem that they’re dealing with (which actually educates them about the value of massage), and you get the name and address of a good prospect to plug into your follow-up massage marketing system.
It’s win-win, and it works incredibly well.
A couple of final points…
If you’re concerned about the expense of mailing the free report, please understand that if you mail out 100 of these at a cost of .40 a piece, and only get 1 client (with proper follow-up mailings you could easily get 10-12) who only purchases 1 massage, you would still profit from the mailing.
As well, keep in mind that your free reports and Consumer Awareness Guides can be three or two or even one page in length. They don’t have to be this massive publication.
As long as you are educating the prospects and delivering what you promised you would with your Secondary Reason for Response offer, it’s fine. Just be sure to always include getting massage
as one of the tips, steps, or focal points of any free report or Consumer Awareness Guide.
Remember, we want to educate the prospect AND steer them toward you and your massage practice.
Lastly and most important, please DON’T be intimidated by the Secondary Reason for Response.
It’s a simple little technique that you almost really can’t botch up. So give it a shot.