“In writing, you must kill all your darlings.” this is a quote attributed to William…
We like to consider ourselves logical beings; that we make informed decisions and come to a conclusion based on facts and figures…but studies show that’s not exactly true. In fact, numerous studies have shown that we make decisions, including purchasing decisions, based almost entirely on emotion, and then we justify that choice with whatever logic will support it. This is why emotional marketing works; anything that evokes a strong emotion, whether it’s sadness, excitement, happiness, or anything else. Those strong emotions create a bond of sorts with a brand or product. So how can we take this information and use it to our advantage?
So, if people are really buying on emotion, then you have to speak to those emotions when you market your services!
This goes directly into speaking to their internal problem vs their external problem, which I’ve talked about before.
You know…phones aren’t marketed with just specific data or tech specs…they’re marketed toward creating a sense of connection with friends and family.
Luxury brands are marketed toward a sense of status and exclusivity.
Athletic brands are marketed toward a feeling of adventure and accomplishment.
It’s these emotions that people connect with in marketing. So, you have to do the same with your own for massage and bodywork services.
Massage therapy can help someone run the 5k or marathon they’ve wanted to for years, but didn’t think they could because of an old injury.
Massage therapy can ease their back pain so they can have a more playful and fulfilling relationship with their kids and grandkids.
Massage therapy can erase the stress of a crazy job.
Massage therapy can help them get back out on the golf course – something they love but haven’t done in a long time.
Massage therapy can give a sense of peace in an otherwise stressful world.
Speak to those emotions and those internal problems. Evoke the feelings you can provide. They’ll do all the reasoning to justify it with logic themselves, but you have to get those emotions stirring first.