Learned Mistakes in marketing & positioning

Contrast Is Key

Old Business Cards

Yeah... they were real bad, but they were my bad shitty cards...

How You Want To Feel

We all want to be badass business owning ninja bosses of our reality...

How It Can Often Feel

You will likely mistake your way to success, just learn from them...

Brand Equity Definition

"The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself."

Brand Equity Basics

   Some first principles-based ways to build Brand Equity in a nutshell: 

  1. Self-Mastery (travel the world if it calls you, progress your life the way you desire, expand self-mastery strategies, challenge your self, dive deep into your creative expression, psychedelic exploration, romantic exploration, meditation, fitness, ancestral dietary interventions, whatever fancies your curiosity to deepen the best version of you to step forth on a regular basis, etc. You can take this all the way to how you show up to the world in your clothing, to the use of language, etc.)
  2. Embodied Business Model (the business model must be congruent with the values you embody from step 1 above, the further you distant your business model from your personal values, the more strife you're bound to find within your business model from a leadership standpoint, even if it's only you within the business, this is why self-mastery is always number 1, if you aren't committed to deepening the path towards the mastered self than the delinquent self will surface)
  3. Systemize Client Appreciation (membership-models, reward opportunities for referrals, testimonial incentivized reward opportunities, websites that communicate effective value back to the client, think systems design, how can you generate systems where the default is a show of genuine appreciation for your clients coming to you. Treat your clients with high regard in them receiving the very best you can give. Look to templative-redesign, if another practitioner delivers a message better than you, design from that template and make it your own.)
  4. Consistent Communication of Actionable Information (weekly availability e-mails with new self-care videos, day of availability with book recommendations, etc. Always emphasize simple succinct actionable information that had the potential to better a client's life)
  5. Cold Positioning (testimonials on platforms such as Google, Facebook, etc. this is critical to rapidly positioning your place in the community, let your people speak to your talents, skills, professionalism, etc. A substantial amount of written reviews are the gold standard for a client who was not directly referred and is therefore completely cold to you, in considering doing business with you. Be consistent with your message. )
  6. Warm Positioning (gift certificate incentives for your clients comrades to come see you, this is word of mouth positioning. Always think how can I make my current client's experience a bit better? Learning a new skill? Technique, upgrading tissue reports, upgrading resources for clients, professional referrals where they receive a discount, etc. Reach out to other health professionals to develop your network to cross refer, etc. Provided it is aligned with all of the above.)

Inspiring Thoughts

Find what inspires you, surround your self with the content and people as much as you can. Discover how you want to show up in the world and deliver your gifts to the world in as verifiable of a way as you can

Massage Business Misconceptions

* This isn't to say there is anything wrong with the below thinking or methods, this is simply a different way
  • You must have a traditionally defined target-market based on standard demographics such as sex, age, location, etc. (I am proof you don't need a traditionally defined target-market to strive in this business, albeit this isn't to say I could potentially strive even more with a defined target-market)
  • You must work 5 or more days a week to earn over $70k in Boise Idaho.
  • You must continue to pay a lot on in-person continuing education to have successful treatment outcomes. 
  • You must have unique certifications to strive in client outcomes and financial success in this business.
  • You must do events in order to build your practice to attract new clients (chair-massage, sports events, etc.)
  • You must do Groupon or other big outreaches that diminish the value of your service.
  • ​You must physically leave your studio to attract clients new to your studio.
  • You must direct marketing budget towards marketing company's rather than back to your clients.​​

Your Input Is Valued

What has been your greatest mistake that you've learned from having your own practice in the realm of marketing or positioning?

What has been the greatest success from a creative marketing or positioning tactic?

​When & What was your last mistake in these realms of client acquisition & retention?

Best Practices

* Not an exhaustive list
  1. Above all else take goddamn good care of your body/mind. Self-Mastery will always trump every other avenue of business development because it is the crux to all that is classified as sustainable. 
  2. Keep your mind fulfilled by inspiring content and people. Keep the plurality of your social-capitol with people who support your vision, and if you can handle being challenged, than seek out negative feedback from those closest to you. You MUST do your best to not take it personal, your business is but an extension of the value you offer. A blade doesn't remain sharp without friction from the right material.
  3. Invite all of you to become fully present with your client, even if it's a relaxing massage that you could do in your sleep. Presence is King in the therapy world, and your touch offers more than you realize from a therapeutic perspective to your clients.
  4. Modify treatment if results are not emerging in a timely manner, or consider referring to a practitioner or examination that might better reveal what really is going on. Do not insist on repeat visits if the client came for a goal-orientated reason and you are not able to measurably lower their pain or dysfunction. Unless you have reason to believe a different therapy you have or application of therapy can lead to results.
  5. Consider creative ways to explore social media outreach that cost you nothing. Instagram giveaways to local people posting fitness related posts, and other health-promoting posts, etc. Using cross-referencing FB to send them the messages. 
  6. Consider creating a membership that is unique to your business model (client may invest more upfront, but it doesn't require repeat monthly use, etc.)
  7. Create a complimentary way for a client to see what you do via assessments/treatment intros (15-25 min), this also is a fair way to introduce anyone regardless of their ability to pay for a session to what you do, if this aligns with your value-system
  8. Create a master list of resources for clients to discover how you learn (podcasts, scientific abstracts, videos, books, articles, etc.)
  9. Always follow-up via text/call/e-mail with clients the day after their session no matter what, and write down what their feedback is so as to adjust the way you treat, or consider if you need to refund an unhappy client, etc.
  10. Take detailed SOAP notes of your session in a master secure file disconnected from the internet so you can access it at any point to give a better level of care next time
  11. Send reminder text's or have an automated system that does the day before a client's session.
  12. Have a cancellation policy in place that clearly explains your process and consider being lenient under medical, vehicular failure, work restrictions, etc. It's really for repeat offenders, of which you do not want as a client in the first place unless they are willing to comp you for your time if they simply don't respect time it self. 
  13. Develop a network of other practitioners to refer to that are more skilled than you in a variety of areas. Emphasize your client's receiving the best care. This requires a network of a variety of skilled practitioners/physicians, etc.
  14. Incentivize Google reviews or social media reviews at bare minimum in a ethical way (giving them a chance to win a grocery gift card rather than giving discounts to your services for a review)
  15. Build your website as though it was your mother-base of actionable resources and a theoretical haven for why your services are beneficial to them, add your character throughout how you communicate the benefits of your work.
  16. Send out occasional last minute availability e-mails for client's to book day-of appointments (add humor or some simple element to the e-mail)
  17. Send out a weekly self-care video/availability e-mail newsletter with education as the focus of the e-mail
  18. Trade with local therapists and/or pay for their services, seek out the proclaimed best in the area
  19. Create Incognito webpages for other local professionals to direct them to specially priced initial service intro's
  20. Non-Profit Incognito Initiatives, reach out to the ones you like and find a way to align your services with directing funds to that organization for first-time clients while asking nothing in return
  21. Consider creating creative and detailed actionable tissue reports for clients to have a space to return to via a email that informs them of actionable steps to address their specific issue
  22. Consider a referral system that handsomely rewards clients back and be sure this is readily communicated in all your marketing material in a gentle way (consider this a marketing expense that goes back to your clientele)
  23. Consider creating course-work that is truly unique either in its curation or creation of actionable data towards specific issues (tension headaches, low-back care, autoimmune conditions, etc.)
  24. Consider creating PDF's, online books, etc. That are worth a fee to receive that goes beyond just the basics.
  25. Consider creating podcasts, youtube videos, vocal recordings discussing useful and interesting information regarding what areas you're most passionate about, even if its just your healthy journey in getting well
  26. Consider creating detailed treatment plans for clients to better educate them on the benefits of your therapies.

​​Britni Miller

Patient Specialist St. Luke's Health

"Brandon was recommended to me by a good friend of mine and has been an amazing asset to my overall health. He is so meticulous in all his work from the hands on portion to the detailed reports post appointment, he truly provides the complete package. In addition, Brandon is one of the most interesting people I have ever met and is an absolute pleasure to talk to. I would highly recommend his services to anyone looking to improve their life!"

​Kylin Hernandez

Girl Boss & All Around Ninja

"Are you looking for a massage therapist who is personable, relatable, charming & talented? Look no further, Brandon is your guy. I have known Brandon for a little over 3 years now & am constantly in awe & in shock of his talent & extensive knowledge on health & self care. I can confidently say that I will never look for another massage therapist or nutrition 'guru' (as I like to call him) I have texted him far too many times asking things like 'Is this normal' 'What is your opinion on this brand' all diet & self care related things that I can think of. Brandon replies in a respected amount of time with a branch of answers! Thank you, Brandon!"

First Principles Questions

 - Does my marketing and positioning meet the following requirements?
  1. Ethically Aligned Contextually To My Value System (first determine your top 5 values)
  2. Wisdom-Dense (Education Focused/Actionable Information)
  3. Creatively Integrated (Personifying Your Business Message/Marketing)
  4. Functionality Over Science Or Any Other Theoretical Framework (individual results over peer-acceptance)

- Have you asked yourself the following?
  1. Have I designed my business/practice in the hierarchical context of lifestyle design or profit maximization?
  2. Are my clients getting the results I'd like them to get and they'd like to get the plurality of the time?
  3. Do the days I work best support my vision for my life and quality of care delivered?
  4. What could make me feel more alive within my practice? (how you do your work, the hours, location, technique, etc.)
  5. Do I charge my current worth or am I undervaluing my services or overvaluing my services?
  6. Am I investing my money in ways that will take care of me down the road? (dependent upon values/visions)
  7. Can I authentically package my skills in a way that creates value to generate passive income? (books, courses, etc.)
  8. Do I enjoy marketing and positioning my practice? If not, then why do you think that is? 
  9. What kind of service upgrade would I have to do to charge more than what I currently charge, if it's called for?
  10. Am I inspired to fulfill a greater potential than where I currently find my self?
  11. What one thing can I do to increase positioning?
  12. What one thing can I do to increase marketing efforts?
  13. What one thing can I do today to increase client retention?
"Good content isn't about good storytelling. It's about telling a true story well."

Ann Handley