In a recent article written on the Sohnen-Moe blog, there were some strong claims for creating a massage therapy business plan. The point of the article is good but there are additional thoughts I need to share.
What To Avoid On A Massage Therapy Business Plan
- Always be careful about articulating features vs benefits in the marketing of your massage therapy business. At the beginning of the article, a massage therapy business plan is well defined. But you are then informed of how a business plan “provides an overview of how you intend to organize your resources to attain those goals.” These statements are classic examples of features or specs about the business plan. They are less emotional and more intellectual ideas to consider. Instead, it’s smarter to communicate the benefits of what a client will experience. Will they relax? Of course they will. But what else? They want to know what they will get out of the session- overall.
I’ll admit, it was challenging to read the rest of the article. The juice was lacking. I started to ask myself “How much do I care about this?”
The reason I started to ask myself that was because I was not emotionally drawn into the topic. The benefits should have been listed first. They weren’t. The features were. Fortunately, the benefits did present themselves- later in the article.
The point I’m trying to make is to always speak to the benefits of something first when you are trying to influence or inspire someone to do something. It’s just a million times easier to gain someone’s attention and their interest when you communicate the benefits because the person on the other end can relate your information to something going on in their lives.
2. Creating business plans are overwhelming. Yes, they do provide clarity, but only if you get past the overwhelm of creating one.
Irony… gotta love it.
What To Use Instead Of A Massage Therapy Business Plan
I was in practice for 8 years. How many massage therapy business plans do you think I made? Zero. I thought everything would work out because of my faith (and naivety). However, that wasn’t all I did. I found a power partner (Chiropractor) to contract with. That helped me find a space to rent and it also made it easier to find my beginning clients. The Chiropractor and his staffed referred their patients to me. The agreement (unwritten) was that I would refer back. I was confident clients would rebook because I focused on making them feel comfortable by providing a tremendous service.
But I did volunteer at events, hand business cards to people, and even advertised in the local paper. You could say that rather than developing a massage therapy business plan, I developed a massage therapy promotional plan.
I recommend doing something similar. If you feel called to do this work, acknowledge your faith, listen to your intuition, think of three or four of your best promotional strategies, and take action on them.
You’ll bump up against fears and sometimes wonder if you’re gonna make it. But at least you’re continuing to go forward. My argument against a massage therapy business plan is that if you create one, you’ll likely scare yourself out of going forward with your dream.
We don’t want that. Always follow your dream. Even if it’s a half a step at a time.