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June 27th, 2018

In today’s blog/video I want to talk to you about some of the biggest mistakes massage therapists are making when it comes to copywriting, that’s causing clients to not book and losing you money.

So first, super quick, for those of you unfamiliar with the term copywriting. Copywriting is the strategic planning and writing for business and marketing purposes. So every word that is written on a website, on a piece of marketing material, a sign, or anything for your business…that’s all copywriting. Very different from it’s lovely homonym, copyrighting which is the legal process of protecting a piece of work. Nothing to do with what we’re talking about today. Alright, so when it comes to all this writing stuff, a lot of business owners get a little overwhelmed. What do you write? How do you write it? Why doesn’t it ever seem to come out right? It can be a daunting task, but it doesn’t need to be. Yes, you can hire a professional copywriter to do this stuff for you, but if that’s not in your budget, you can do this yourself.

So let’s look at the 4 biggest copywriting mistakes therapists are making so you can avoid them when you start to put pen to paper.

#1: Thinking of design first

Most people, when they’re thinking about coming up with a website, or a piece of marketing material, or anything else, their first focus is on the look and the design of the piece…how it’s laid out, what pictures they’ll use, where will stuff go on the page…but copy should always come first! Your design will need to be tailored around your copy, not the other way around. The visuals of any design help to bring everything together, but if you’re trying to fit a certain number of words in just to make the design work, you’re probably not focusing as much on the quality of the copy you’re writing; and the copy is what sells; the visuals only act to enhance the branding behind the message in the copy. Think of it like a book. If you were writing a book, would you start with the illustrations or the story? You’d start with the story. The illustrations come once the story is there because their entire purpose is for them to give visual representation to the story.

#2: Not fitting it to your brand

Every piece of copy you write should fit in with your brand. If you have a relaxed, laid back brand, it needs to reflect that. If your business is more button-up, you’ll need to write in a way that conveys that. If you have a special theme to your brand, see how you can weave that into your writing. Remember, your brand isn’t just a visual thing, it also includes your writing style and how you convey your messaging to your audience. If you’ve not developed a brand, you might consider signing up for our business membership at which includes a full brand development class.

#3: Using inside language

Many of the people looking for your services have no idea what Myofascial Release, or Neuromuscular Therapy, or Positional Release, or SMRT, or any other modality is really about. And while you can definitely educate them on this in specific places, be aware that without context, most of those visiting your website or reading through your brochure or advertisement, have no clue what you’re talking about. Keep it simple and use the words your audience would use. And that leads us to…

#4: Focusing on features not solutions

Along these same lines, many therapists seem to focus on features instead of benefits. For example, they’ll often mention the techniques behind a certain modality, or what kind of strokes are included, but fail to mention what it’s actually good for! No one cares that a Swedish massage includes long fluid strokes. They want to know that it’s relaxing, eases stress, alleviates general aches and pains, all that good stuff. Focus on the benefits of what you’re offering, not the features. You have to explain why they need to book with you, not just what you do.

People aren’t buying what you do, they buy what it can do for them. So tell them what it can do for them.


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