Biz Tip 2 Define Your Target Market

Defining your Target Market One of the most common errors that many therapists make when marketing themselves or their business, is not knowing exactly who their prospective client is, or what their client needs or wants from them as a massage therapy provider. Without knowing this crucial piece of information, you can waste countless hours and dollars trying to fill your practice and appointment book.

You need to identify your TARGET MARKET and know specifically WHO you are trying to reach with your marketing and advertising efforts.

Following are a few questions that you should ask yourself to insure that you define your Target Market.

1. Who is my ideal client? 

Write down a real description of your ideal client. Who do you want to work with? Pretend they are sitting across from you and try to nail down  exactly who they are. Identify their age group, sex, life style, activities, responsibilities, likes, dislikes, etc.

2. What does my prospective client need or want that I can provide them with?
  • What is the outcome they are really after?
  • How can your services, help them to solve their problems.
  • What is causing their pain?
  • Remember, think about the WIIFM concept - What's In It For Me. Your clients want to know how you can help them. How you can make them feel better and improve their health and well-being.
3. Who do I want to attract to my practice?
  • Think about the type of work you do best and/or love the most.
  • Who is the most likely kind or person to be helped by your type massage therapy practice?
  • Who do I want to spend my time, energy and expertise helping?
4. Example Target Market - Mothers:
Let's say you really like working with mothers. They  spend all day long running after kids and tending to everyone else's needs. They probably really need your services, and would enjoy having a professional like you to look after them for an hour. In this example, your target market is mothers.
5. Where can I find these women?
  • Where do they go when they're not at home?
  • What does your target market do for fun or exercise?
  • Maybe they have a membership at  a gym like Curves or a yoga studio.  You could potentially approach the owner of these businesses, and offer to do a workshop at their facility to connect with your TARGET MARKET directly and effectively.
  • You may also want to explore the idea of doing a joint venture with this business where you can  refer clients to each other, or offer a special to the clients who use both services.
It should now be clear that knowing your  TARGET MARKET  is extremely important when it comes to advertising and building a practice. Take the time to answer the above questions and it will pay great dividends.