Some MT’s think if they invest thousands of marketing dollars into a high-quality brochure, patients will be attracted to it simply because it’s there and looks nice. The truth is that massage therapists should really use a brochure as an educational marketing tool that patients can use to answer questions on their own. They key to an effective massage therapy brochure is to provide patients with something new that makes them want to pick it up, read it, and keep it around long after they leave your office.
Here are a few tips to keep in mind when creating a massage therapy brochure:
- Include helpful information that makes clients want to keep it, such as three tips to reduce neck pain, or five steps to stay relaxed after your massage.
- Share benefits rather than updates on new features or equipment. For example, describing new technology or equipment available in your office doesn’t attract interest, but showing clients how and why the new equipment helps them through less pain, faster appointments, etc will make them want to learn more.
- Provide a strong sales message on the front cover. For example, “Your health is our priority”. This is your chance to grab the patient’s attention and make the brochure keepable.
- Move the reader forward in the sales process. Accomplish an objective, such as answering common questions, and then ask the reader to call to make an appointment or visit your website for more detailed information.
- Ensure your contact information is easy to find and up to date. Always include your phone number, web address, hours of operation, location and directions.
Don’t print expensive brochures simply because you should have them. Set objectives and make sure your brochure leads the reader to specific and helpful information about your practice.
About the author
Founder of A Marketing Connection and The Copywriting Institute, Kelly Robbins, MA, is an award winning author, copywriter and healthcare marketing coach/consultant. Kelly is a blogger for both ChiroEco and MassageMagazine and is the author of Marketing 101: Why Successful Alternative Healthcare Practitioners Specialize as well as co-author of The Practice Evolution Success Kit. She also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips.
Contact Kelly to receive her free report, “5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits” at www.AMarketingConnection.com or 303-460-0285.
