Writing for massage therapists
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Transcript of 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/