Massage Therapy Brochures - Features vs Benefits
One of my pet peeves about the massage profession is the long list of the
benefits of massage that can be seen on almost everyone's websites. You
know the ones - increases circulation, reduces pain, increases energy.
The thing about this list of the benefits of massage that is used to promote
your practice is that they fail to pass the 'So What?" test.
Take each one of your proposed benefits of massage statements and ask 'So
What?' In doing so you will be able to get down to the real benefits of
massage that will have more appeal to your potential clients.
So often we forget that people don't really know about massage. That is
also what is called the 'Curse of Knowledge" in the book "Made to Stick"
by Chip and Dan Heath. We become such experts and so filled with
knowledge that we often forget what it was like when we didn't know.
Apply that to your potential massage clients. Do they know or care
about increasing their circulation? Do they know or care that you do
myofacial release or even Swedish Massage?
If you keep asking 'so what' you will be able to write about the benefits of
massage that will be most compelling to your reader to make your most wanted
response which should be to make the call for the appointment!
Do the so what test on this common list of the benefits of massage?
Massage increases the blood supply and nutrition to
your muscles.
So what? Why do my muscles need blood supply and nutrition?
How ill that help my pain or stress?
Massage helps your muscles recover more quickly from
exertion and fatigue.
So what? Why do I need my muscles to recover more
quickly from exertion and fatigue?
Massage relaxes your muscles, effectively reducing
spasms, tension and cramping.
So what?
Massage reduces and breaks down adhesions (knots) and
fibrosis.
So what?
Massage stretches your connective tissue.
So what?
Massage helps to re-establish your proper muscular
tone.
So what?
Massage reduces your muscle and soft tissue pain.
So what?
Massage supports increased work capacity and
encourages your metabolism.
So what?
Massage helps to prevent muscular atrophy (wasting
from injury and paralysis).
So what?
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