Let me ask you something. What sets you apart from all the other bodywork professionals or massage companies in your area?

You see, asking this question is one of the most important things to do BEFORE you can start marketing your massage business effectively. The answer (s) to this question should form what is actually a fundamental part of your business identity: your Unique Service Proposition or USP.

Actually, in traditional marketing jargon, USP stands for Unique Selling Proposition, but I like “Serve” much better, because that’s what we’re doing, providing: a valuable “service.”

Now when I say unique service proposition, I don’t mean the different bodywork techniques you use, or how long you’ve been a practitioner, etc. What I’m talking about is putting out a single, clear statement that explains the main advantage or benefit that a customer will receive from using your services versus anyone else or anything else, your unique service proposition.

When it comes down to it, a powerful PVU should spell out your most exciting benefit, which no other professional in your area offers and should be used in ALL of your marketing materials.

So if you don’t have a PVU yet, you really need to create one if you’re going to get the most out of your marketing efforts. You should also consider the different groups of “niches” that you want to attract as customers. I even know some people who have a different PVU for each of their target ‘niche’ groups!

Here are some specific questions to ask yourself when you sit down to create your PVU:

1) What benefits does a client get when he receives a massage from me?

2) What are the most pressing problems my clients face?

3) What final result would they give something to have?

4) Why should a potential client choose me over any other masseuse to achieve this result?

Using these answers to these questions, you can then put together your unique service proposition by outlining the top benefit that you think your prospects would love to experience and creating a very clear and specific statement that promises to deliver exactly that.

The most important thing for your USP to clearly answer is: “What are the benefits!”

However, having an effective PVU is only half the job, then you have to deliver what you promise.

Anyway, to take this one step further, your USP should be your professional ‘calling card’, which means that whenever someone asks you what you do, you simply have to quote your USP.

For example, if someone asks my partner Tania (who is a massage teacher) what she does, she responds, “I provide first-class training and support at Hawaiian Lomi Lomi & Hot Stone Massage.”

To that, the response is usually, ‘Oh really, that’s interesting.’ Then Tania could say, ‘Yes, we have week-long retreats in the Byron Bay interior. It’s really great. Participants can relearn a wonderful new skill, rejuvenate and be inspired!

To that, the response is usually like, ‘Wow, that sounds amazing, do you have a brochure or something?’ Tania has some brochures in her bag and the rest is obvious.

Now this doesn’t always happen all the time, and in many cases I wouldn’t quote your PVU word for word (because it would sound strange on its own), but can you see that using our PVU in the example above is far off? More powerful than Tania just saying, ‘Oh, I’m a massage teacher’? Absolutely!

For your reference, I have included several different examples of possible USPs for masseurs:

‘It rejuvenated you in just 60 minutes!’ ‘Complete relaxation in the comfort of your home or mine!’ ‘Total indulgence at your door!’ “Effective pain relief … naturally!” ‘All massage styles, available every hour!’ ‘A first-class massage experience … each and every time!’ “A full body massage treatment without rush … Satisfaction guaranteed!” ‘Taking care of your well-being is our passion!’

These should give you a good start. So go ahead and make your own original and attractive USP about the services you offer, and be sure to include it in your business cards, your brochures – in fact, use it in ALL your marketing materials!

Also, a good PVU can be used in the title of any advertisement you like articles, press releases or brochures, etc.

Oh yeah, make sure you always have brochures, business cards, etc. with you because everyone you come across could be potential customers!