First off, a short history for those of you who don't already know. June 2013 I started a massage business-Competitive Massage & Bodywork. For the first few months it lingered, then improved and in November I hit my record month making quite a bit. Then the holidays happened. Most "service" industries see a slight financial dive during "the season of giving." Big deal. I moved on. But things have only slightly improved. Now while I love what I do, I also take care of my son when I'm not working. One job is hard, yet rewarding. The other is hard, and continually gets harder-this would be work. However, I love it.
So as a new way of "Marketing" my business to gain more clients, I've brought on a crew of hardbacks to help me gain ideas. My fave, and always a great re-reader "The Purple Cow" by Seth Godin. In it I found a very interesting part that left me thinking. It states, "Your ads (and products) should cater to the customers you'd choose if you could choose your customers." When I was in school I had an instructor who took us through a very specific activity. The idea of it was to figure out what type of massage/what type of clients you ultimately wanted to work with. I was good at school-I'm not gonna lie about that one. And my attitude was nothing short of cocky, especially that day. He explained that we had 5 minutes to describe our "perfect" client. I made a short, yet accurate list of the following: athlete, age 18-35, college student, weekend warrior or pro. I thought that narrowed it down immensely. The next part of the activity was to "break it down further." In my opinion that was as "far down" as it got for me and I could leave right then and there feeling accomplished. That's when things got hard. Because I was so cocky that day he spent the next hour relentlessly grilling me on: "what kind of athlete?" "why that age range?" "how are college students going to pay for massage?" and my favorite "what makes you think your massage is better than the one down the road?" Now this was the during the last few semesters of my schooling. This was also my favorite instructor. At the end of the activity I loathed him, the course, and even myself a bit. I don't even remember anyone else's answers. I felt like I hadn't learned anything from it and it was a waste of time. It even discouraged me. Fast forward to about 1 1/2yrs later when I again read about "catering to the customer you'd choose if you could choose your customers."
I now contract with BSU working on - college athletes between the ages of 18 - 23 who's aim is to go pro.
So to my instructor, who pounded wisdom into my brain for over an hour that had previously left me, for lack of a better word, pissed...I have my answer final answer.
My ideal client - college athlete, 18-23yrs, with old or new injuries, or hoping to prevent injuries. My way of "marketing" to these athletes-I will spend my efforts, not my money, on working closely with the coaches, ATC's, and GA's to show them how to improve their athletes, via massage. The college will pay for it because they want their athletes to be the best, and that includes my help.
And as far as why I'm better than the "massage place" down the road? I am persistent, knowledgable, and I'M COCKY, but I understand when to be cocky and when to be professional. I not only give them what they want, but I make sure we both win in the process. This gives me the advantage-essentially making the competition "invisible."
As far as marketing outside of BSU, I target the "weekend warrior." Those of you who run marathons, hike with your friends and family, bicycle through the city, and care about your body. You are most definitely the minority, but you're my ideal client.
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