Download - Writing for massage therapists
AMTA NERC 2014
Writing for your Massage Business Allissa Haines
“Authentically connecting with the community you want to serve.”
Brooke Thomas
The things we write
✤ Service descriptions!
✤ Bios!
✤ Blogs (or articles for publication)
Why does this matter so much?
✤ First impression !
✤ Virtual handshake!
✤ Attract the RIGHT clients for you
Tone. Style. Branding. Personality.
✤ Be mindful of the words you use and keep them consistent with the tone of your business.
Answering the “What do you do?”
✤ The Elevator Pitch
A word about choosing a niche
✤ one clientele of 500!
✤ five clienteles of 100
Choose one Ideal Client
✤ For the purposes of today’s class, write down ONE Ideal Client!
✤ What is their problem?!
✤ What’s the result of your efforts?
Put it together
I’m a massage therapist. !
I work with ________ to treat _____________ !
so they can _________________ .
Features vs Benefits
✤ Active Isolated Stretching vs less pain, more motion
Be mindful of jargon
✤ Use words people understand!
✤ Educate in the right places, and as simply as possible
Jargon
✤ Swedish!
✤ Active Isolated Stretching!
✤ Zero-balancing
Not-quite jargon, but subjective
✤ Sports massage!
✤ Deep tissue
and potentially confusing
Service Descriptions
✤ Short - 2 to 3 sentences!
✤ Clear - no fancy jargon!
✤ Full sentences or partial, but be consistent
✤ Name of treatment!
✤ What it is!
✤ What it DOES (benefits)
Service Descriptions
Activity! Write a service description!
✤ Name of treatment!
✤ What it is!
✤ What it DOES (benefits)
Service Descriptions
Bios- long & short
The Mad-Lib Bio
(name) ________ is a (year)______ graduate of !
(school) ___________ .!
She helps people dealing with (issue) ___________ and!
____________ , helping them (result) __________________. !
You’ll find more information and online scheduling at www.website.com.
The Mad-Lib Bio
✤ Activity!
Long form Bio
✤ Tells your (brief) story!
✤ Interesting!
✤ Feature your passion for your work!
✤ Build credibility !
✤ Invites a potential client to connect
Long form Bio
Activity!
Alternative formats
✤ Lists. “What you should know about Allissa”
Blogging- why?
✤ Educate your audience!
✤ Become a trusted resource!
✤ Let clients get to know you!
✤ On-the-go marketing tool!
✤ S E O
Blogging- what do I write about?
101 Prompts for Massage
Therapists
Allissa Haineswith
Kat Mayerovitch
Types of blog posts
✤ Q & A/ FAQ!
✤ Storytelling!
✤ How-to’s and tutorials!
✤ Lazy Dude post
The 3 C’s for good content
✤ Client!
✤ Call to action!
✤ Connection
01
Q & A Post
✤ Choose a commonly asked question!
✤ make a list, or bullet points or record yourself talking it through!
✤ put it together
Resources
✤ http://www.heartofbusiness.com/2010/are-you-humble-enough/!
✤ http://www.heartofbusiness.com/2010/simple-reason/!
✤ http://www.heartofbusiness.com/training-programs/the-core/ (what do you do? workbook)!
✤ http://theundercoverrecruiter.com/8-steps-writing-bio-pro-chris-brogan-fact/!
✤ http://pintsizedsites.com/how-write-elevator-pitch/!
✤ http://wondergrow.com/2009/07/16-questions-to-help-you-write-a-douche-free-bio/!
✤ http://blog.hubspot.com/marketing/ultimate-editing-checklist!
✤ http://www.hemingwayapp.com/!
✤ http://www.copyblogger.com/