Getting publicity by asking for it
I've told many people over the years that I am not the best massage therapist, best day spa owner or even the best business person out there, although I'm pretty darn good in all of those areas. But there are certainly many other people out there that can out-do me in terms of massage techniques, spa management or "running the numbers." The difference between me and many of them is that I am not afraid to blow my own horn and let people know what I am doing or that I am around.
The link below is a perfect example of me asking for a little publicity. A few months ago I got an email from the National Certification Board for Therapeutic Massage and Bodywork that asked if I knew of anyone who should be featured in an upcoming newsletter. Basically they were looking for a member who had done something noteworthy and that the other members would be interested in reading about.
I wrote them back and told them I thought they should write about me! I listed a few of my accomplishments and qualifications (Nationally certified since 1994, massage therapist turned spa owner turned spa consultant, Small Business Person of the Year in 2005, and so on.) And as you will see when you click on the link, it worked
The email went out to everyone on their mailing list.
http://www.ncbtmb9.com/newsletter/winter2007/
There was also an unexpected bonus. After I had been interviewed for the online newsletter, I got a call back asking if I could do an additional interview for the print version which is mailed to about 100,000 people and schools. Of course I said yes and so just a couple of months later, I got another plug in the newsletter. I've gotten a few inquiries about consulting as a result and have another PR feather in my cap to boot.
So what is the point of this? Will getting published in a newsletter like this get you more massage or spa clients? Probably not directly, but it is something you can forward on to your own clients or have framed or copied for them to read in your office. This will give you credibility in their eyes as well as new and future clients and business associates. And that, my friends, is priceless.
The link below is a perfect example of me asking for a little publicity. A few months ago I got an email from the National Certification Board for Therapeutic Massage and Bodywork that asked if I knew of anyone who should be featured in an upcoming newsletter. Basically they were looking for a member who had done something noteworthy and that the other members would be interested in reading about.
I wrote them back and told them I thought they should write about me! I listed a few of my accomplishments and qualifications (Nationally certified since 1994, massage therapist turned spa owner turned spa consultant, Small Business Person of the Year in 2005, and so on.) And as you will see when you click on the link, it worked
The email went out to everyone on their mailing list.http://www.ncbtmb9.com/newsletter/winter2007/
There was also an unexpected bonus. After I had been interviewed for the online newsletter, I got a call back asking if I could do an additional interview for the print version which is mailed to about 100,000 people and schools. Of course I said yes and so just a couple of months later, I got another plug in the newsletter. I've gotten a few inquiries about consulting as a result and have another PR feather in my cap to boot.
So what is the point of this? Will getting published in a newsletter like this get you more massage or spa clients? Probably not directly, but it is something you can forward on to your own clients or have framed or copied for them to read in your office. This will give you credibility in their eyes as well as new and future clients and business associates. And that, my friends, is priceless.
Great recognition in Touchpoints. (The NCBTMB Newsletter moniker doesn't exactly roll off the tongue, does it?)
Great point stating the recognition may not bring clients but will bring credibility. Build your brand and the clients will come.
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Thanks Mike. It's true that in some instances this kind of article can make the phone ring. But more often than not it just helps to get your name out there and build your resume and professional presence a bit. If you are "an expert" in your field or want to be thought of as one at least, getting other people to write about you, quote you or mention you and your business in print and online articles will help lead the way. And of course you can always mention the publications and other media appearances in your marketing like this: "As seen in Spa Magazine" or "As featured on Oprah." Make each PR opportunity work for you as much and as long as you can!
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Felicia is so right about tooting your own horn and letting people know what you're doing and what you've accomplished. I try to send out a press release every month--with the goal of getting my name in the paper once a month for free--and it always works! You don't have to be published in a national magazine (although that's always nice). Just send in a press release about the latest continuing ed class or convention you attended or health fair you participated in. Always call your newspaper to find out who the business editor is first and address all press releases to them. They're actively looking for things to fill their column and they'll be glad to hear from you, and your clients and potential clients will find out what you've been up to. Just jogging their memory may be the incentive for people you haven't seen in a while to pick up the phone and make an appointment. There are plenty of opportunities for free publicity out there--if you take advantage of them.
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Felicia is so right about tooting your own horn and letting people know what you're doing and what you've accomplished. I try to send out a press release every month--with the goal of getting my name in the paper once a month for free--and it always works! You don't have to be published in a national magazine (although that's always nice). Just send in a press release about the latest continuing ed class or convention you attended or health fair you participated in. Always call your newspaper to find out who the business editor is first and address all press releases to them. They're actively looking for things to fill their column and they'll be glad to hear from you, and your clients and potential clients will find out what you've been up to. Just jogging their memory may be the incentive for people you haven't seen in a while to pick up the phone and make an appointment. There are plenty of opportunities for free publicity out there--if you take advantage of them.
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Thanks for that info, Laura. Your story is a great example of what can happen when you look for and make PR opportunities for yourself. I actually got my former spa featured, mentioned or quoted in several publications including Skin, Inc, DAYSPA Magazine, Spa Magazine and the local Business Journal to name a few just by sending them information on myself and or what my company was doing that was interesting or different. As Laura says it is important to know who to send things to and who the content of the publication or show appeals to so that you can craft press releases or pitch letters that are in line with what editors or producers need and want.
By the way, Laura is the author of a couple of books including the newly released One Year to a Successful Massage Therapy Practice (LWW In Touch Series)
You can also read more of her thoughts on her blog, Massage Collage, at www.massagemag.com. There are a couple of posts from yours truly also
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