Writing for massage therapists

AMTA NERC 2014

1. AMTA NERC 2014
Writing for your Massage Business
Allissa Haines

2. “Authentically connecting with the
community you want to serve.”
Brooke Thomas

3. The things we write
✤Service descriptions!
✤Bios!
✤Blogs (or articles for
publication)

4. Why does this matter so much?
✤First impression !
✤Virtual handshake!
✤Attract the RIGHT clients
for you

5. Tone. Style. Branding. Personality.
✤Be mindful of the words you use and keep them
consistent with the tone of your business.

6. Answering the “What do you do?”
✤The Elevator Pitch

7. A word about choosing a niche
✤one clientele of 500!
✤five clienteles of 100

8. 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?

9. Put it together
I’m a massage therapist. !
I work with ________ to treat _____________ !
so they can _________________ .

10. Features vs Benefits
✤Active Isolated Stretching vs less pain, more motion

11. Be mindful of jargon
✤Use words people understand!
✤Educate in the right places, and as simply as possible

12. Jargon
✤Swedish!
✤Active Isolated
Stretching!
✤Zero-balancing

13. Not-quite jargon, but subjective
✤Sports massage!
✤Deep tissue
and potentially confusing

14. Service Descriptions
✤Short - 2 to 3
sentences!
✤Clear - no fancy
jargon!
✤Full sentences or
partial, but be
consistent

15. ✤Name of treatment!
✤What it is!
✤What it DOES (benefits)
Service Descriptions

16. Activity! Write a service description!
✤Name of treatment!
✤What it is!
✤What it DOES (benefits)
Service Descriptions

17. Bios- long & short

18. 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.

19. The Mad-Lib Bio
✤Activity!

20. Long form Bio
✤Tells your (brief) story!
✤Interesting!
✤Feature your passion for your work!
✤Build credibility !
✤Invites a potential client to connect

21. Long form Bio
Activity!

22. Alternative formats
✤Lists. “What you should know about Allissa”

23. Blogging- why?
✤Educate your audience!
✤Become a trusted resource!
✤Let clients get to know
you!
✤On-the-go marketing tool!
✤S E O

24. Blogging- what do I write about?
101 Prompts for
Massage
Therapists
Allissa Haines
with
Kat Mayerovitch

25. Types of blog posts
✤Q & A/ FAQ!
✤Storytelling!
✤How-to’s and tutorials!
✤Lazy Dude post

26. The 3 C’s for good content
✤Client!
✤Call to action!
✤Connection

27. 01
Q & A Post
✤Choose a commonly asked
question!
✤make a list, or bullet points or
record yourself talking it
through!
✤put it together

28. 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/