USP - Deep Tissue Massage Business

[Paulsmith02]

Hi All

Thank you to all for opening this post.

I am new to all this business malarky, however I am looking to start my own deep tissue massage business. For those that don't know much about deep tissue massage, it is a massage aimed at breaking up 'knots' in muscles to free up joints and movement within the body - reducing pain, improving performance, improving well being, reducing stress etc.

I have been sat here thinking of a few powerful USP's to try and sell my product, however putting myself in customers shoes is easier said than done!

It is commonly referred to as sports massage, however I believe there is a massive market out there targeting sedentary office works, as sitting down develops a muscle imbalance which leads to pain.

Anyway, below is a USP I have thought of:

1: Walk away pain free in 2 hours with our money back guarantee.

So why this? The major benefit of deep tissue massage is reduced pain. I have been associating the word 'walk' with less pain, with the added benefit of a money back guarantee should the client not be pain free in 2 hours (4 sessions). This guarantee would include home exercises.

I would be very grateful for any kind of feedback . Would you be interested to know more from reading these USP's?

Many thanks, Paul.

 

[HorseLatitudes]

Isn't a deep tissue massage supposed to be quite "rigorous"?

Might be opening yourself up to a bit of trouble with that money back claim. People in the main are chancers. They're also soft as clarts nowadays.

The two together could mean plenty of free massages.

 

[directmarketingadvice]

It is commonly referred to as sports massage, however I believe there is a massive market out there targeting sedentary office works, as sitting down develops a muscle imbalance which leads to pain.

Educating a market is usually very expensive... and will usually mean a long time between you spending money to educate and seeing a return from that investment.

It would probably make more sense to look at who uses deep tissue massage, how your competitors market to them, and seeing if there's a gap in the market.

1: Walk away pain free in 2 hours with our money back guarantee.

So why this? The major benefit of deep tissue massage is reduced pain. I have been associating the word 'walk' with less pain, with the added benefit of a money back guarantee should the client not be pain free in 2 hours (4 sessions). This guarantee would include home exercises.

Guarantees are a good thing, but Is this promise something you can deliver?

"Reduced pain" and "less pain" aren't the same as "pain free". And, if they have to do home exercises, it'll be more than 2 hours.

Hope this helps,

Steve

 

[Paulsmith02]

Thanks for the advice, it looks as though I would be too open to people benefiting from free treatments!

How about, 'book today, benefit tomorrow'

 

[ethical PR]

Rather than obsessing about USP's - it's incredibly rare for a business to have any, do some market research to find out how your competitors are positioning themselves, how much they cost and how they are marketing themselves.

Think about what you can offer, who you target market is and whether you can provide your services at a competitive price.

Use this information to develop 'an offer' and help differeniate your business from your competitors.

Once you have defined your business offer, pricing and customer base you can identify the best communications channels to use to reach your target audience within your budget....voila you have the beginnings of your marketing plan

 

[RogerBa]

I would think the point you need to get across ie "your USP" should be focused on your business not "Deep Tissue Massage" in general, are you offering anything your competitors in this field aren't?

Examples may be....
We come to you
In your lunch break
Have done work for "X" athlete
Proven results.. with documented evidence
Quicker results
Novel new technique
etc etc
Now benefiting office workers may be this point, but as mentioned above that is an education issue which takes time. Find a large busy office, take in a portable massage table, give a few freebies to a couple of customers one lunchtime, and get the message out...

As I am assuming this is a local business with all your customers in a tight radius then look for the opportunities that competitors don't offer, you must know the competition and what they offer.

 

[Knugs]

Whatever you do, do not promise something you cant deliver. Your pain free USP is very dangerous. I work in the medical field and have had experience in palliative care as well. Pain has so many different causes I would probably be about right that the majority cannot be massaged away. In fact, there is only a handful causes where massages relieve pain and even that is not often effective. You would run into a lot of issues and as a potential customer I would feel slightly dubious about what you would actually be doing too me.
Not to diss the massage industry. I fully support it and I have looked into it myself. They are actually opening a salon in my building too.

I think RogerBa idea is brilliant.

 

[webgeek]

Rather than obsessing about USP's - it's incredibly rare for a business to have any, do some market research to find out how your competitors are positioning themselves, how much they cost and how they are marketing themselves.

Think about what you can offer, who you target market is and whether you can provide your services at a competitive price.

Use this information to develop 'an offer' and help differeniate your business from your competitors.

Once you have defined your business offer, pricing and customer base you can identify the best communications channels to use to reach your target audience within your budget....voila you have the beginnings of your marketing plan

While I normally nod in agreement with about everything ethical PR says, in this case, we differ.

Positioning a business is essential. Differentiating is important. Standing out from a noisy crowded niche is critical, just as it's critical to convey the benefits they will receive when they choose you as their vendor (especially ones that they won't get elsewhere).

Think of all the possible selection criteria and how they would impact.

You can compete on price, hours available, on-site work done, custom programs for office computer staff members, corporate group specialists, more experienced with astroturf burns and how to massage stiff muscles under burned skin - the list could go on seemingly forever, but it won't.

People buy from those they like, trust and can afford. Make sure that you convey how easy it is to like Paul, how they can count on a beneficial experience from Paul, and how Paul's phenomenal ___ service was efficient, friendly and affordable.

Position, differentiate, stand out, kill them with great service. You'll do well.