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Massage Therapy Brochures - Features vs BenefitsOne 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?
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