Sales Letters - Mailers

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Permalink Reply by Las Vegas Massage In Summerlin on February 17, 2010 at 4:12pm

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Hi Samantha!

Yes, people need to see 'you' at least 3 times; I've heard more like 7 times, hence, the low response rate for initial mailers.

I perform outcall massage only, full table massage in the clients home.

Oh yes, Dentists ;) I have gone after just about everyone, with mailer templates for each holiday and each profession tapered to their wants and solutions just for them. This was when I first began; nowadays I'm strictly referral based.

Last year about this time I had several openings and made the mistake (which I'm sure most would love to have!) of sending out a mailer to CPA's around the middle of April (tax time). Now, I don't know if last year (with the economy) was a particularly stressful year or what, but I received a whopping 13% response rate on 200 mailers to new prospective CPA clients. Thus, I was massaging like crazy to fit these 26 new clients into my schedule!

On the other side, think of it this way: Even if you have an average sales letter or mailer that only generates 1 client out of 100 mailers, that still pays for the postage. And as I'm sure you know, most of our money is made (or should be made) 'on the back end.' Current client referrals, selling products, stepping current clients up to a higher priced massage package, for me as an outcall massage specialist getting both partners a massage one right after the other, back to back, so I'm not driving all over town doing one here and one there wasting time and gas, etc., etc.

Quick story: I had a friend who was new out of massage school. She sent out a mailer and only received 1 response out of 100 mailers. She was huge on customer service though and building relationships. From that single client, she received two referrals. From there, she duplicated it to four, then to eight, on and on.

Granted, she was giving away a free massage for every referral and scheduled massage, but she didn't have any clients. What else was she going to do? Within six months she have grown her business to 30 full-paying clients per week.

I've used gift certificates enclosed, first time massage specials, discounts for re-booking the same day their massage is performed, etc., etc. I do my best to avoid giving away big discounts and such. I prefer to 'add-value' to the massage. Free parafin wraps for their hands and feet. Hot towels. Nutritional supplements along with their spring water after the massage, etc., etc. When I do discount, it usually compliments them re-scheduling for the next week. I'm sure deep discounting works, it's just not my preferred method.

Here's the trick: It's not what you have to offer, it's HOW you present it. (Especially in a mailer and online.) First, are these people looking to us for a solution, then, providing a very specific benefit/solution to their exact wants and needs in a savvy way!

I usually send just a letter on high quality colored paper.

Brochures?

I don't even have a massage brochure!

Of course I'm speaking just for myself, but they are a waste of time (in creating them and distributing them,) and a waste of money (for the color, the paper and the volume).

They go against my 'system' of marketing, which is to seek out a very specific target market and provide a solution. Simple. What's a brochure? Some pretty pictures (that don't sell,) a bunch of features (which don't sell, benefits sell,) and a bunch of mumbo jumbo fancy names of massage techniques and modalities that (other than those in our business) people don't understand. (Once again my own personal opinion. I'm sure they are of value...to someone ;))

Remember how I mentioned above about the HOW? For me, the HOW goes like this, regardless if it's online or face-to-face: Listen very carefully to what prospective clients want a solution to. What they WANT may not have anything to do with the sixteen massage modalities I perform. If I can assist them, handing a brochure to someone kills all the target marketing, especially face to face. When we listen closely to people (and observe their physical body) we'll figure out what they do and what maladies they have. Then, instead of handing out a business card or a brochure, I ask them if we can schedule a time for them to get a solution to what they want. It's never, "Let's schedule a massage," it's "Let's get together so I can cure that sciatica pain as well as show you what's causing it. What day is good for you?" It's produced much better results (for me.)

Eh, there's more to it, and I'm getting off track as well ;)

I'd still love to hear from others as well in regards to any mailers they have sent out!

Cheers!

Kris

Samantha J. Bennett said:

lol Kris...this is actually kind of funny. Speaking of this subject- I have just been thinking of ways to get the word out there, about opening an on-site / out-call massage business and was wondering how well flyers and mailers to businesses would work out. If not directly- I have heard it can take up to 3 times for a person to see your name or business, to actually remember it compared to say others they have not. So i figured if anything it would help in the long run. I'll be looking forward to others who find this discussion and share! So thanks bunches for bringing it up!
But dentists hmm?That's interesting.... I wouldn't ever have guessed to look at dentist practices- do you just do chair massages? Or have they sat up an area for table massages?
And also how do you all set up your letters/ mailers to send? Letter and brochure? Just letter? Include special offer or gift certificate? That interests me too! tc all