What can our profession do to attract more male clients?

Replies to This Discussion

Permalink Reply by Laszlo Sas LMT on June 10, 2010 at 12:55pm

Ihave about 65 % maleclient.

Permalink Reply by John Gelb on June 15, 2010 at 3:18pm

From my vantage point, there's a lot of guys getting massage...but it's important to look in the right places. For example, I do a lot of multi-sport events in summer: triathlons, biathlons etc. At the longer events, particularly, it's almost impossible NOT to see a lot of guys flopping down on the mats or tables for 15-20 minute complimentary post-race massages. These are fantastic places for therapists to make contacts because the audience is incredibly receptive to the work, and the results. In fact, at most races I've been to, there's a bigger line for free massage than for free beer! So I think it's critical that more massage therapists show up at races in the summer, distribute business cards on car windshields and/or provide free demo massage. Multi-sport athletes know about the importance of massage, or even if they don't, they are very receptive to trying massage. One more suggestion: contact the race organizer before showing up, and make sure they know what you want to do...most will welcome you...especially at shorter races.

Permalink Reply by Las Vegas Massage In Summerlin on June 16, 2010 at 8:47am

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This is a re-post, yet seems appropriate ;)

As a man attempting to work on other men myself, it can be a challenge ;)

Here are a couple of things I've learned...

It seems men are not quite as 'keen' on having another man massage them. Yet, I've also found that this really isn't the biggest issue or resistence to receiving a massage from another male.

What I've found is to get very specific in your marketing.

Two idea's I've embraced...

First, and again as mentioned already, target your maketing to specific needs of the target market you are going after. Do you work on back pain? Golfers elbow? Knee problems? Find something that the men in your target market want, match it to your skills and compose your material dripping with benefits. Not features, benefits.

Ah, benefits. This leads to the critical point. Most (MT's) are just not going far enough in explaining benefits to the men. You can't just say, "I relief back pain." This doesn't say much. You have to write out exactly what men are thinking.

"Oh, Kris relieves back pain SO I CAN GET BACK ON MY QUAD. SO I CAN GET BACK OUT ON THE GOLF COURSE." You mention (in your marketing material) exactly what massage is going to do to get them back out on the golf course. See what I mean? Make it personal. Put this specifically in your marketing/advertising.

Yes, the benefits of massage gets them going again, but that's NOT HOW THEY ARE THINKING. They are thinking of their immediate PROBLEM, which is getting back on their quad, back on the golf course, etc., etc.

If one says, "My massage relieves back pain," they say, "So what?" "I can take a pill for that!"

Another exciting opportunity for men is we have to do enough to get them to stop what they're doing and get them to receive a massage, i.e., watching the football game, getting them off the sofa, stop their gardening, etc., etc. That's why it's so important to keep saying 'so what?' when you list your benefits. Ah, but benefits of what? Massage? Not so much....

Another way to look at this is, what do men dislike doing? Fighting traffic/driving, shopping in malls, etc., etc. You can tie this into what they want to do, which is purchase items for their wife/gf, etc., etc. Mother's Day, Valentines Day, their Birthdays, Aniversaries, etc., etc.

We can see how they 'want' to purchase something for their loved one, but don't want to do anything to get it! Once again, Problem/Solution. Problem is actually getting something for their loved one without all the hassles, the solution addresses this immediate problem, getting them a gift certificate in their hands ASAP, not the benefits of massage. Yea, the benefits of massage are nice, but not their immediate concern.

This is the benefit: saving them time and grief, Not the benefits of massage. (Although as stated above, you can go after men with specific benefits of massage as well if you make it personal.)

So, what to do?

Compose your mailer or marketing information to address these issues.

Here's an example of what I mention above in regards to selling holiday gift certificates, yet can be used for just about any time of the year. Just spend a moment thinking of what it is you're doing, who you are marketing to, what they like, dislike, etc., etc. Holiday Gift Certificates

The biggest opportunity is getting them in the door for the first time.

Again, if you are targeting men, ensure you take it a step further with your information, making it personal and loaded with benefits. Also.....

If you're going after the mans loved one, you point out how this gift certificate (or whatever) is convenient for them, a great gift for their loved one, and, add another gift certificate just for them. You can include another gift certificate for a free 15 minute massage just for them, but of course dripping with specific benefits for them. You emphasize how this is a win/win situation for both of them.

For me, this is a process, not a proceedure or just a massage. Get them in the door, get their info off your intake form so you can market to them in the future (their mailing address), listen to their concerns, give a great massage, talk to them afterwards for another massage, if not, mail them a mailer with a new massage package, etc., etc.

I'm out of time for now, so I hope this helps, as it's worked wonders for me ;)

Kris

Permalink Reply by Marissa on June 16, 2010 at 5:26pm

My "male" clientele is at 40% and growing. I've found that more women are willing to "try" massage, but the men who get on the table tend to be the ones that re-book regularly. A lot of it is approach and learning how to read your client. Similar to what Kris stated... I have Firemen, Marines, golfers, laborers, and a growing number of Weekend Warriors that are finding out that massage lets them, climb that ladder a little faster, kick some more tail, not tire as easily, and just generally are able to cope better with the daily grind in their job/home lives. Example: have your golf enthusiast show you their swing. Tell them what their body is telling you. Treat them as needed, not factory line massage. And then after the session, have them do the same swing and let them tell you what they notice. Men are big in to seeing-is-believing. Same for the ladies.