Writing to SELL for Your Massage or Spa Business It’s not what you say, it’s how you say it!
Hi! I’m Gael • Massage Therapist • Esthetician • CE Provider • I <3 Business and MARKETING! • Creator of the Massage and Spa Marketing Content Clubs • Massage and Spa Success Academy • Business Coach
What is Copy? • Written Advertising • “the text of an advertisement” dictionary.com “Advertising is only evil when it advertises evil things” David Ogilvy
Where can you use great copy to sell your services? • Website • Printed materials • Social Media • Email
Your copy can make a huge difference! Good copy: • Inspires people to take action • Persuades • Inspires • Builds trust • Paints a picture • Evokes feeling • Is specific
Why do people buy? • To live longer and enjoy life more • To avoid pain, fear and danger • To experience pleasure • To be comfortable and safe • To care for and protect their families • Social approval
Other reasons that people buy: • Convenience • Bargains • Quality • Self expression • To be informed, learn and grow
Who is your ideal client? You need to know who you are targeting and selling to! • You can sell to different groups of people • Age range: , Men or Women? Town or area? Job? Level of education? Why do they want a massage? Where do they shop? Where do they eat out locally? • What hobbies do they have? Where do they hang out? Where do they hang out online? • Are they actively seeking out massage? What are their biggest concerns in life?
Go even deeper! • What keeps them awake at night, eyes open, staring at the ceiling? • What are they afraid of? What are they angry about? Who are they angry at? What are their top 3 daily frustrations? • What do they secretly, ardently desire the most? • Is there a built‐in bias to the way they make decisions? ( eg. analytical) • Do they have their own language and what is it? • Who else is selling something similar to them, and how? • Who else has tried selling them something similar and how has the effort failed?
NOW you know who you are talking to! So, speak to them in their own language, letting them know how you can help them reach their goals and desires, while reassuring them that they are making a great choice! So how do you get started……….
The hardest part about writing anything is the first sentence! • Start with a question “Do you ever feel?” “Do you wish?” “Remember when?” “Isn’t it time to put YOU first?” • Call out your client “Teachers!” “Moms!” “Weekend Warriors!” • Opening with a statement “Imagine being able to…” “You work hard…” “Let’s be honest”
Resources • Words That Sell by Richard Bayan • Cashvertising by Drew Eric Whitman If you offer a high quality product or service, you would be doing people a DISSERVICE if you didn’t tell them about it!
Common Ad / Copy Mistakes • Being Boring! • Making it ALL about YOU • Not giving people the information they need • Just giving out information, we are not reporters
Copy tips! • Paint a picture and be descriptive (how will they feel, what is your treatment like, what specific results will they have) • Solve their problems (offer solutions) • Keep it simple, short and conversational • Build trust, by knowing how they feel
Examples! Downtown Day Spa is a full-service day spa centrally located in the NC High Country in Boone, NC. (About them) Our team of licensed estheticians, massage therapists and nail technicians offer superior, affordable luxuries such as massage, facial, nail care, hair removal, and body treatments. We encourage you to visit our spa and experience first hand why we were recently voted the area's best spa by Watauga Democrat readers. (about them) Please join our Email List to receive information on discounts and specials.
Examples! Have you been feeling the weight of the world, in pain or just run down? A stressbusting massage or spa treatment may be the answer! At Downtown Massage & Spa our expert therapists are available day and evening hours to help you relax, destress, and reduce pain. After a detailed consultation, your therapist will provide you with a customized session using a variety of massage techniques, aromatherapy, and enhancements to help you rejuvenate and relax. Our office is conveniently located on Spruce Street in Anytown, to serve you from 9-7 Monday – Friday. Call today at 888-888-8888 and see why your neighbors voted us best massage in Anytown or book your treatment online now __________________.
Examples All athletes, including golf enthusiasts look for an edge that can help them train more effectively, perform better or overcome injuries quickly. A competitive athlete will push his or her body to the limit to achieve greater speed, endurance or power. All this pushing puts stress on the muscles and requires a great deal of recovery in order to avoid injury and overuse trauma. Golfers are no exception to the risks of injury due to muscle overuse. Sports Massage for Golf professionals and recreational goflers, can increase flexibility, speed recovery time after rigorous practice and decrease your chance of injury allowing you to achieve your true golf potential.
Examples Golfers! Do you want to improve your golf game? Tight muscles can affect your range of motion, your golf swing and your score. Pulled muscles and injuries can keep you off the golf course all together….. Massage therapy can help keep you flexible, pain free and at the top of your game. Our customized massage and stretching sessions work on the exact muscle groups used in playing golf, to get you loosened up and back in action. Don’t sit at home on a another beautiful sunny day, get back in the game!
After a summer of harsh sun exposure, a pumpkin peel presents a gentle, soothing and hydrating solution to improve the texture of your skin. Pumpkin is rich in vitamins A and C, beta-carotene, potassium, and zinc. It’s also loaded with antioxidants that help fight free radicals, as well as hydroxyl acids and natural enzymes that exfoliate and improve skin tone. Bonus: a pumpkin peel is a refreshing and relaxing way to pamper yourself, which is never a bad thing.
Examples Hey Moms! did you know that summer can take it’s toll on your skin, making you look tired, and older? It’s true, the sun, hot dry weather, sunscreen and chlorine all effect your skin. The good news is that we can reverse those effects and freshen up your face with our NEW fall pumpkin peel! You get to relax and unwind while our skilled Esthetician does her magic, and transforms your skin. Call us or book online instantly >>
Menu Examples Swedish massage involves manipulation of the muscles and connective tissues of the body for relaxation and health maintenance. Swedish massage uses techniques to relax muscles and body tissues, improves circulation, and aids in the healing process.
Menu Examples Swedish Massage – Ready to relax? Enjoy a full body massage that melts away tension. This flowing technique thoroughly works each muscle group with just the right amount of pressure to leave you calm and care free.
Images What do you think your client will relate to? Resources: www.pixabay.com www.depositphotos.com www.stockunlimited.com
Images This Or This
Images This Or This?
Images This Or this?
Don’t forget! Be Yourself! Have Fun!
Reminders • Marketing takes effort and energy, and it always pays off in some way. • You will not have the energy to keep hustling and keep going if you don’t practice what you preach! Get you some self care stat! • Don’t forget your testimonials **social proof • It’s a process, keep going, find YOUR voice, that’s the one that will connect with YOUR ideal clients. • Actually answer the questions and do the exercises. ☺ • Keep it fun and authentic, people can feel that.
What’s next Check out the content club And… • Images • Create a “culture” on your page, what are you a “cheerleader” • Ad Copy*** for? • Blog/Newsletter articles, customize, add an intro • Reach out if you need help! • Articles to share, add an intro, Check your email tomorrow for say why you are sharing it slides, templates and coaching • Bonuses options.
THANK YOU ~ Q&A Your skills and your touch and your energy are needed in this world, SHINE YOUR LIGHT!
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