Massage Therapy Brochures - Unique Selling Proposition
Ken Evoy in his Ebook "Make Your Words Sell" describes your Unique Selling
Proposition as this:
Your USP is the single, most important asset you possess. It
answers the heart-breaking questions that every one of your readers ask...
"Why should I buy from You?"
"What can you offer that your competitors can't?"
The thing about figuring out your USP is that you need to apply it again to
your potential customers needs.
He suggests using the 'So What" technique and keep asking 'so what?' when you
are writing your brochure.
Doing this will help you get down to the real benefits of getting a massage
from you.
If you don't have a compelling USP, you won't get any customers from your
brochure.
So why should someone come to you for massage?
What is the benefit your client will receive?
(What pain does it cure? What will they get out of a
massage? )
What makes you different from all the other massage therapists in your
neighborhood?
The thing is that with so many different conditions that massage helps,
how will you be able to talk about them all?
This is what a website is for. Your brochure will just
talk about one or two different conditions or techniques as there is limited
space. You are also creating a brochure for a specific population or
reason. There may be many who read your brochure that won't be able to
relate to that information so they will need more info. Your website will
have it all! That is why a website is such an important part of your
marketing efforts. Creating a brochure without a website is a waste of time and
money.
