Don’t do “shot in the dark” marketing

December 9th, 2008

— How can I make my message compelling and memorable, so it clearly communicates the benefit someone would get if they hired me?

What ARE the benefits which someone receives from my unique service?!

— How can I find and go after the most profitable market I can?
            What is the description of MY most desired patient case-group?

— How can all of my marketing motivate people to take a specific action (call to action)?

Know what it is you want them to do with each marketing endeavor and test and measure it


— How can I make sure my website is well  designed and interesting, so people don’t click  off of it in the first 10 seconds?

— How can I develop a system where I can easily connect with my target market, interest them in taking action, show them I’m the expert they need, and then consistently convert them to clients?

— Once I get a patient, how can I maximize the reciprocal benefit of the relationship?


I repeat – test and measure every marketing effort!


Regards, Scott

Accomplish more in your day!

December 2nd, 2008

Many wonder how I get so much done, and this post comes by popular request!  I attribute a lot to my team. Without them, particularly my wife Diane and Office Manager Rachel, it wouldn’t be possible.

I do not recommend multi-tasking, although I occasionally do it. But I rather, be totally present with any one task, and get it done in as short a time as possible!

Here are some ideas for your business productivity:

1. Make time to work on the business—not just in it.

I learnt this from my work with E-Myth. There are no excuses if you want to grow your practice. If you can’t or won’t make this a priority, you relinquish all rights to complain about your situation! Through the MFR Success mentorship programs, we help you do this properly!

2. Leverage your time to better advantage.

  • Delegate low-level tasks that currently occupy your time
    Three reasons you should learn to delegate:
    1. Leverage your efforts and increase what you can accomplish
    2. Overcome being stressed because you have too much to do
    3. Give someone else a chance to work!”
  • Identify and add reimbursable or cash services that can be provided if you bill insurance currently, adding services (e.g. classes, products) if you do bill cash 
  • Determine the most profitable services and develop a plan to attract more of those cases

3. Develop a strong action plan for all of the above.

The time-leveraging action steps in item #2 above can be accomplished by implementing a well-conceived and executed marketing plan for your business. A good marketing plan should be tactical as well as strategic and specifically shaped to serve your goals.

4. Support yourself with an efficient patient acquisition and retention marketing system.

A plan defines what you need to do. A system gives you the infrastructure of ongoing support that keeps your most effective activities well organized and consistently performing at a higher level. If you build your marketing system correctly the first time, it will deliver more success with less sweat for years to come. A successful marketing system creates more freedom, more time, and more equity in your business. With our Platinum and Gold MFR Success clients we help them create a MULTI-PILLARED marketing plan.

If you too watch our YouTube videos, you will get an idea of what that might contain, and you can implement your own marketing plan!

Remember:  Know the value of your time. Break down the value of each hour you spend in your business. When you find yourself doing things such as organizing the office, vacuuming or mowing the yard instead of working on your business, revisit your goal for the business and count the dollar value of the hours you’re spending. Ask yourself if you should hire someone else to do this job while you spend the time building your business

Warm regards,


The “Traits of an Ideal Dr” according to a Mayo clinic study

October 22nd, 2008

Interestingly, the Mayo “traits of the ideal doctor” study that’s been widely seen in the past few years,1 involved 192 patents—a smaller number of patients perhaps than your office sees in a few days. According to the Mayo survey, the seven things that patents most appreciate (with patient descriptions) in doctors are:

  • Confident: “The doctor’s confidence gives me confidence.”
  • Empathetic: “The doctor tries to understand what I am feeling & experiencing, physically and emotionally, and communicates that understanding to me.”
  • Humane: “The doctor is caring, compassionate, and kind.”
  • Personal:  “The doctor is interested in me more than just as a patient; he/she interacts with me, and remembers me as an individual.”
  • Forthright: “The doctor tells me what I need to know in plain language.”
  • Respectful: “The doctor takes my input seriously and works with me.”
  • Thorough: “The doctor is conscientious and persistent.”

So what would your patients say and how would they rank what’s most important? Perhaps you’ll ask them, but most likely their answers will be about personal interaction characteristics. A strong patient-therapist relationship is mainly fostered by “feeling” things such as:

  • Eye contact—is a basic sign of connecting, listening and caring.
  • Partnership—in a healthcare relationship is not a one-way proposition.
  • Communication—also works in two directions. Understanding needs. Understanding solutions.
  • Time—is what clinicians have little of, and what patients want from us. They do not want to feel rushed.

Rapport begins before you say hello…

The first meeting between clician and patient can be a little stiff. But—according to another study from the Archives of Internal Medicine—what most patients want is to shake hands with their therapist and have the clinician introduce themselves by first and last name.2 (“Good morning, Mr. Smith. I’m the Physical Therapist, Scott van Niekerk.”)

Other clinician characteristics of value to patients in the same survey included smiling, being friendly, being warm and respectful, and being attentive and calm.

Case acceptance is grounded in trust.

The patient trusts that the therapist has the knowledge and experience to recommend and provide the right course of treatment; they trust that the process will be safe, and they trust that the course of treatment will fulfill their needs—achieving the results that they want and expect. As John says – we need to remind them an intense moments – “You are safe”.

What’s more, satisfaction translates into a bond with the therapist and the practice, and the Voice of the Customer becomes a primary source for new patient referrals of the best sort: “Word of Mouth”!

1 Bendapudi, N. Mayo Clinic Proceedings, March 2006; vol 81: pp 338-344.

3 quotables

September 27th, 2008

“Start a Thank-A-Thon. Randomly call your customers and thank them. Voicemail is fine.”

“If your business is in a hole. The first thing to do is stop digging!”

The Power of the Present

Success is acheived when people take the steps that others don’t. Take a big step.

Genius versus insanity

September 9th, 2008

I am instructing with JFB at the MFR series in Lake of the Ozarks right now. It is great. John is incredible. I have been to coutless MFR 1’s and am always amazed at how I get something new out of each experience. However it is not because he says something different. It is because I am in a different place, and absorb things at a deeper level. John has found a formula that works, and uses it each and every time.

He says: “A true master is always a beginner. A master does the same things over and over to enhance their skill, accuracy and awareness.”

In your business, do you do this? Find a system that works, and reproduce it. Crank it out again and again.

John describes insanity as doing the same damn thing (that doesn’t work well, or “serve you”) again and again and expecting different results. “For goodness sake, if the horse is dead, dismount!” On the other hand, a “Genius” stays in the flow of the moment, and learns from mistakes to master and develop a process that REALLY works, doing the same thing (that works well) again and again, each time fresh and new, totally centered.

Didn’t you love the olympics? I was an Olympic level swimming athlete once, eons ago! and particularly loved that coverage. I wanted to highlight some things alone these ines.

While watching the Olympics, I learned some principles that we can apply in business:1. Never give up. Dara Torres, at 41 years old, broke a record in swimming. Michael Phelps continued swimming while his competitor coasted.2. Each Olympic winning athlete has his or her own routine before any performance. As business people, we need to find the processes to repeat every day to succeed. Did you watch Phelps perform the same routine every time he clmbed up onto the starting block? What is your “routine?” Never get stuck in the rut of routine. But DO find a routine THAT WORKS for you, master it and repeat it. Hope this is enlightening to you!Warm regards,


Don’t Miss Calls While You’re Treating

September 1st, 2008

If you are still answering your own phones, but you are getting busier…… YAY!…….. somthing needs to change! I have written before about hiring admin help. This post is about other options and resources, courtesy of Norm Green at and massage magazine.

Don’t Miss Calls While in Session

How does a busy therapist answer her phone and schedule appointments while in session or away from the office? This is a logistical reality that affects every massage practice. While reviewing your options, keep in mind missed appointment opportunities will cost you money.


1) Answering machine or voice mail.

Clients want a massage, and they want it now! If they get your answering machine, they either hang up without leaving a message or leave a message—and by the time you get back to them, they have scheduled an appointment with another therapist or they no longer have time for the appointment they originally wanted. Missed calls equal missed appointment opportunities.

2) Receptionist.

However, a full-time receptionist is not an affordable option for many massage practices.

3) Online scheduling system.

Internet scheduling systems are ideal. They allow clients to view appointment availability and book their own appointments. Most offer a variety of practice management features that allow you to retain customer data to use for marketing, data management, selling gift certificates online and processing credit card payments.

However, Internet scheduling alone falls short in providing clients with the opportunity to talk to a live person if they do not have access to the Internet and/or are not computer savvy.

4) Answering service.

Answering services will take messages and relay them to the therapist via voice mail, e-mail and/or text message a cell phone or PDA. Clients get a live response and feel that their initial needs are being met. The operator can help with basic information about services and prices, as well as give directions.

Answering services typically do not schedule appointments. Similar to the use of an answering machine or voice mail, you run the risk the caller has found another therapist by the time you return her call.

5) Answering service that utilizes an Internet scheduling system.

A live “receptionist’ answers the therapist’s phone and has access to the appointment calendar. A caller can schedule immediately. Therapists have round-the-clock access to their own calendar and can make adjustments to their availability on the fly.

If allowed, clients can also go online and schedule their own appointments. This makes it easy for a client to get what they want, when they want it.

If clients can easily make an appointment with you and it is a hassle to make an appointment with your competition, who do you think they will be spending their money with?

The bottom-line is: Advertise, promote and take all the massage training you want. However, if you do not have an effective method in place to turn appointment opportunities into scheduled appointments, you are wasting your time and money.

[Related article: Online Tools for Client Scheduling: How to Put an End to Phone-Tag and Boost Your Bottom Line, by Kirk Keeter, MASSAGE Magazine issue 122, June 2006]

Hope this helps!


The home stretch for designing your website

August 14th, 2008

Finally, in designing your website, there are a few pages you should consider including. Can I just compliment those of you who are ACTING and doing this! To those who have kept me posted of your progress, great! For those who haven’t, it doesn’t matter, keep doing it!

 Here they are:

  1. Conditions treated. Or a “What we treat” page. Ideally this should consist of links, not just words. Look at this page on my site here, and you will see I have some links to pdf articles which I and my staff have written about how the condition relates to MFR. It is hard because MFR can help almost everything! Please do not copy these articles. For one they are copyrighted, and for two it is bad kharma for you! If you want to link to my page ask, and I may authorize that. But why not design your own in your words?! It is time consuming, hence they’re not ALL links yet! But hey, we do what we can right?!
  2. Links, and other resources like books and music. Here it is valueable to provide useful and trustworthy links to other related sites which you feel comfortable recommending. For example, many people link to my YouTube self-treatment video series  or JFB’s site or their professional association etc. I also choose to share reciprocal links with my esteemed colleagues who I refer a lot to. Also resources such as websites, books, music which you may find yourself repeatedly talking about with your patients. Now you’ll have them in one place to send people to! This page has a key role in SEO, which we’ll talk about in the next week or two!
  3. Articles – on this page you can showcase your own articles as well as linking to JFB’s articles which you think your patients’ might value. As each of these pages becomes long, remember to close the loop, and give people easy access back into your site by internal links at the bottom.
  4. FAQ page – I call this a “What to Expect” page, but many people call it FAQ – Frequently Asked Questions. Here you should provide form downloads, directions (I choose to put this on a separate, easier to find page), Office Policies including Fees, Cancellation and Confidentialty policies. If you haven’t already addressed this on your home page you should comment if people need a referral or prescription, if you accept insurances and which, how long sessions last, who they might see in the office, the office hours etc etc
  5. Events –this is where you advertise Seminars you teach, Community Education classes you’re offerring etc

That just about does it!

You now have a website – or the tools to create it! Go and do it!


Creating your website’s Home page

July 31st, 2008

Page 5: Home Page

We’re now on the Home page and on the home stretch. Your home page should be simple to do. Essentially what you are going to do is welcome your visitor and guide them through your site.  Your home page is called your “Index” page. This is important because search engines look for primarily the page saved as “Index” since this is usually your landing page. 

This may be the first impression they have with you and you want to make sure it’s a good one. You want to make this feel personal. Remember, customers buy from people they know, like and trust. So talk to the visitor as though they are sitting across the table, having a coffee with you. Be personable, friendly and inviting. Don’t write for your 9th grade English teacher. She’s not likely to read your website. Write like you talk. Just like what I’m doing now. Start by introducing yourself or your company and welcoming them. For example:

  •  I’m John Doe and I’d like to welcome you to the My Company website.
  • Hi there! This is Jane Doe and I’m delighted you’ve dropped by.
  • Welcome to My Company. This is what we do and how we can help you. 

Add to the end of that sentence, the kind of company you are and the area you serve. This helps the visitor to immediately identify whether or not you have what they are looking for. If you are a One-Person show, you should personally welcome them, or else introduce them to your company.  You now need to give the visitor a reason to read on. So the next paragraph should tell them in a very clear way how they will benefit from your site, your products or your services. Remember, you need to answer the question “What’s in it for me?” Give a brief description of what you do, and link them to your services page to read more details.

Try this format:

If you are a [identify your ideal prospect] looking for help with [list their problem]
then we can help by [outline your solution].Modify this to suit your needs, but this pretty much covers your bases by identifying who should be on the site, the kinds of problems you can help them with and the solution you provide. 

Let me give you a couple of examples so you can see what I mean in a more concrete way:
Hi I’m Joe Schmo, New York’s top massage therapist and I want to welcome you to my site. If you’ve been in pain and unable to find relief I can most likely help you. I will guide you how to deal with your insurance company so that you get covered if possible. 

Or if you are a local retailer, you can start like this:
Welcome to Skis Haus! Your one-stop shop for skiing equipment in the Brewster area. If you are a ski enthusiast or even just starting out for the first time and are looking to buy or rent equipment, you’ve certainly come to the right place. Brewster is close to excellent ski areas and our ski equipment experts can give you guidance and help you find the exact equipment and accessories you need. 

How I do it 

On my home page I introduce the company and myself with a link out to my bio. I give a brief description “teaser” of what benefits the recipient of Myofascial Release can expect with links out to more resources on the site – internal links. Internal links are valuable for SEO, more on that later. We also have a striking powerful image that speaks to the subconscious mind with the word – look at it – what does it say to you? To me and 80% of people I surveyed, it says “FREEDOM!” Say it like in Braveheart! We have the signup button for a Newsletter, and multiple locations to browse the site deeper, with a definite “Call to Action” option of Emailing our office, or calling us, right there and then. 

This is VITAL, don’t make the viewer dig to find the “Contact us” page in order to reach you. This is absolutely key to the success of your website. After all, unless they take some action, you’re really no farther ahead. From there guide them through your site. Have your links easily accessible, either across the top, or down the left side. These are the “Hot zones” that Google Analytics tells us get the most “eye time” – top and left side, so make sure people don’t have to hunt to find out more. Tell them what kinds of information they’ll find on each of your pages.   I also, at the recommendation of my attorney put a short disclaimer on this page. Only because of the videos, you most likely do not need to bother with that. 

Keep this page short and simple. It should not go much below the bottom of a standard computer screen monitor. If it does, it’s too long! Chop it up, and put that good info on other relevant pages.  It should have, in the text, the keywords you choose to describe what you do – the ones others might use to try to find you, obviously your name too! This is SEO. Notice that I’ve hyperlinked pages in the home page text. This makes it easy for the person to immediately click to the information that interests them. The easier you canmake something, the more likely it’s going to get done. So you need to direct them to taking the action you want them to take:

  • Give a call or drop a note 
  • Request more information 
  • Book an appointment 
  • Refer a Patient
  • Download a coupon 
  • Provide their email address or postal address for a mailing list 
  • Visit your office 
  • Buy something on your site

So congratulations! You’ve done it. You’ve created the MOST important pages of a great website. And an effective one that will help you get customers and boost your sales. The future pages are “icing on the cake”. 

Stay tuned to the blog. Did you know you can subscribe to the RSS feed to be automatically updated when there are new posts? Do it!

Once I get the next few posts written, I will have Rachel put them all together with some bonus bits, into an E-Book which we will sell! So you all get this for free! I hope you took ACTION! I also plan to write a killer post on Search Engine Optimisation (SEO) and the value of Social Media Networking (SMN). I have a lot in my head, but it takes time to get it onto paper, in between a busy office and a growing family! I have a friend and expert in the IT field who I hope will do a conference call with us on SEO and SMN (see above).   Would you be interested in that? If so please comment below on this post in the blog, or better still, email me, so I can get an idea and price it out. 

One of the things that separates great success from dreamers is taking action! It is important, we all know, to visualize, see our goals, but without action, nothing will happen!  If you’re in debt, and you sit in your living room visualizing winning the lottery, they’ll take your living room furniture out from under you!

ACT NOW! ……..

  1. Would you like to know if we put together a conference call on SEO and SMN?
  2. Subscribe to the RSS feed on the blog to be auto – updated.


The “About Us” page

July 29th, 2008

Page 4: About Us or “Our Staff” 

Good work so far. Give yourself a little pat on the back for making it this far. As Woody Allen said, “90% of success is just showing up.” The other 10% is getting your hands dirty by doing the work that needs to be done. And I’m glad you’ve been following along and doing it. 

Today we are going to write the “About Us” page. 

The “About Us” page is important because it allows you to build credibility and helps potential customers connect with you personally. The “Products/Services” page answered the question: “What’s in it for me?”The “About Us” page answers the second question visitors logically ask themselves:“Why should I come to you and not someone else?” 

There’s truth in the cliché, “Customers buy from people they know, like and trust.” So it’s actually better for most small business to avoid appearing too corporate and formal. You want the visitor to feel a personal connection with you. For that reason, I would highly suggest posting a picture of yourself or your staff on this page. You don’t have to be drop dead gorgeous, but you should look friendly. No scowls or your faces. 

On the MFR chatline recently there was some flagellations about whether or not to include a photo on your website, and I posted that it is vital! Be as open as you are willing to.  I even link out to my Social Media sites: LinkedIn, Facebook and YouTube. More on this later! 

If you have other images that you want to have on your website for visual interest, i.e. your beautiful facilities, your waiting room, your admin staff, happy clients, you in action, etc., don’t use them on this page. But feel free to use them on other pages as long as don’t distract the visitor. 

Side note: Here’s an important rule for creating an effective website: If it doesn’t serve a purpose, don’t do it. There are lots of bells and whistles you can add to a website, but if it doesn’t serve the purpose of your website, avoid it like the plague. Just because you can add flashy things to your page doesn’t mean you have to add it. You want to get your visitor to contact or buy from you and you don’t want to distract them from that goal. 

Use the “About Us” page to demonstrate your expertise. People want to feel like they are buying from the top person in your field. So share your passion with your visitor. Each clinican should link to a bio / CV from this page. 

Highlight your experiences. Better yet, tell some stories of some people you’ve helped. Again, don’t sidetrack your visitor by talking about your belly dancing classes or your last vacation to Disney World. You want to be personable without getting too personal. Even though you may think belly dancing is the coolest thing in the world, you’re visitor may not share your enthusiasm and the last thing you want to do is bore your visitor. 

To keep the visitor engaged talk specifically about how your experience or credentials help THEM get a better outcome, result, benefit, advantage, etc. Even though this is called an “About Us” page, it’s really about them, not you. 

Saying “I’m the best” without sounding boastful 

You can be the most without having to boast. To connect with the reader and improve your credibility without bragging, try talking indirectly about your achievements. 

For example, instead of saying: “I won the American B&B Association award of excellence in two years running,” try something like, “When I accepted the award of excellence for the second time from the American B&B Association, I couldn’t help but think of all the fantastic guests who I’ve had the privilege of serving over the years.” 

To brag without bragging, try phrases like these:

· “Because of my [number] of years of experience with/at/in…you’ll find that you get/receive/benefit…[outline how they benefit from your experience]”

· “You benefit by my experience with [list experience]…because it helps me to…[list the benefit to them]”

· “Because of [list specific experience], you can be sure that you’ll get…”

· “When I [list specific achievement], I immediately thought of the many patients like you who I helped by…” 

If you don’t yet have extensive experience or credentials, then tell a story of one customer who was particularly happy with the result or benefit they received and express your desire to do the same for the reader. 

Don’t think that this page has to be long. Here’s an example of an About Us page that is just a single paragraph long. It’s just long enough to help us connect with this woman on a personal level, give us some sense of who she is.  

Even without any solid credentials, this woman conveys a clear benefit and answers the question, “Why should I buy from you and not someone else?”…. good job Sally! 

“After being in the Travel Agency business for 17 years, I decided to fulfill a long time desire to help people in Rockland County to improve the quality of their life by becoming a Massage Therapist. I am of “retire-able” age and this is a real plus.The young feel comfortable with my motherly-nature and the older person feels comfortable with my maturity of age. I thoroughly enjoy massage and make sure that my clients always have a positive experience. Please make use of the giftcertificate below for your first visit. There’s nothing to lose in trying out my massage and I’m certain you’ll have a great experience.” 

Okay, get busy and do this now. Give yourself ten minutes to write whatever comes to mind and post it to your website now. Don’t put this off or it won’t get done. 

Again, once this is published, you’ll have all the time in the world to improve it. Even if it’s not perfect, that’s fine. Get it up there now. Remember to also put a call to action on this and every page “Email us” or “Call us” with the number. 

Sorry if I sound bossy. I just want to see you succeed with this. So I’m pushing you a little to make that success happen. 

It is easy to just read it and put it off to another day. I know you’re good, otherwise you wouldn’t be reading this, but challenge yourself to be GREAT, and ACT now! 

We’ve done all the hard work now and the BIG page, your “Home Page”, will be a piece of cake. Really. No joke. So get the “About Us” page done so we can get this baby wrapped up. The pages after that are “cream on the top” and not essential, but we’ll cover them briefly nevertheless!

 Go for it! Act.


3rd website page to build: “Products and Services offered”

July 21st, 2008

Page 3: Services Offered / Products

We’ve done the “Contact” page so that customers can get basic information about our business and get a hold of us online or visit us offline. Some people JUST put up a “business card” page, with ONLY this info. That is a poor show in my humble opinion, but it is better than nothing! We’ve created (or at least are in the process of creating) a “Testimonials” page that enhances your credibility and, in a language they understand, gives the customer a reason to pick you specifically over your competitors. 

Great work so far. Let’s keep it up. Now we’re onto the third page: The “Services” or “Products” page. This is important because the reader needs to know in no uncertain terms what you are offering. If you have product and service descriptions in your existing brochure, you can just use those for now. Copy and paste them into the blank “Product/Services” page you created earlier. 

Follow the same process we used for the “Contact Us” page. Simply open the page you’ve created and copy and paste existing text or type in new text. To write this page effectively, you have to understand that a prospective customer’s first reaction to any offering is this:What’s in it for me? 

Did you read that last 2 posts on writing good website copy? Let’s face it: We are not all Mother Teresa. We want to get something out of the deal. Everyone is tuned to ONE radio station: WiiFM = “What’s in it for me?!” 

We need that motivation to take action. So it makes sense that you have to answer that question before you can expect the customer to buy from you. And the “Services” page is where you have a chance to explain how they’ll benefit by purchasing from you.
Side note: Just for simplicity’s sake, I’m calling this the “Services” page, but you can call it the “Products” page or the “Products/Services” page or “Services offered” (as I chose to on my site) depending on your business views and plans. Unfortunately, most businesses focus on talking about themselves instead of the customer. Of course, we are not going to do that. Even though we are talking about products and services, we are not going to talk about what we do and what we sell.Instead, we’ll talk about what the customer gets out of the services and products we sell. We are going to talk about benefits.

We are going to stay focused solely on the customer and their needs. And because it’s all about them, the customer is going to find the description of our services captivating. Let me give you a couple of examples and this concept will be much easier to understand.  Here’s a brief description of a massage service directly off the web: “I provide a variety of soft tissue techniques. I provide Swedish massage  although every session includes a bit of craniosacral work as this is much more effective at getting at the deep fascia.” Does that mean anything to you?

Here’s the service written from a customer benefit perspective: “Do you know how a lot of people suffer from incredible tension in their shoulders and get terrible headaches as a result? Well if you’re one of those people, I can help you remember what it’s like to have a relaxed, pain-free neck.”In this second description, I’m speaking directly to the kind of person is who visiting that website and I’ve identified what’s in it for them: a feeling of relaxation and relief from chronic pain. 

Let me give you another IT business example and I just pulled this off the web. Compare this:We provide cost-effective business enterprise solutions for corporations looking for wireless and mobile technology infrastructure to support field communication across your network of associates.  To this what they COULD have written: “We sell affordable cell phones and other wireless tools to help your sales staff communicate more effectively with each other so they can close more deals and sell more product.”Of course, these are just short examples to illustrate a point. But can you identify some of the differences between the two? Let me point some of these out and give you some guidelines in writing this page.

  1. Write in plain English, not jargon. Writing complicated terms or expressions from your industry does not impress your readers. It makes them confused. And once they start feeling confused, they are going to leave your site.

  2. Point out the specific benefit from your product or service. One way to do this is to list a feature of your product and then answer the question, “So what?”
    After all, that’s the question that the readers are asking themselves. For example, “This car comes with seatbelts and side door airbags. (So what?) This ensures that everyone in your car, including the little ones in the back are safe in the event of an accident.”

Here’s a description of a massage course off the web, geared toward middle-aged women that follows these rules:

Our unique training method has been meticulously developed and refined over almost ten years. It is designed to take anyone, including you, through a highly accelerated learning process. It’s a highly structured program with eachtechnique building on the foundation of the ones before. You’ll develop expertise at a lightning fast rate. After only two weekends of training we unleash you on the public so you can see first hand your incredible development. You’ll be astounded as you watch one customer after another fall blissfully under the spell of your “magic” hands. I know you’re doubtful. That’s exactly why we get you out there working with real people. You have to see it to believe it. Why is it so important to us that you master these massage techniques quickly? Because your time is precious. It’s important that you don’t waste your time. Don’t misunderstand. I don’t believe in cutting corners, but I also don’t believe you should waste your valuable time. Life is way too short. You should get the maximum result for every minute you invest in anything you do. So we’ve developed an accelerated learning process so you don’t have to spend countless hours in class. You shouldn’t have to quit your job or sacrifice precious time with your family. 

Notice the feature in the first paragraph is a structured accelerated learning process. So what? It helps you learn quickly. So what? You don’t waste your time. So what? You can spend precious time with your family. And that’s the ultimate benefit for this market: Having a job that allows them to spend time with their family.

3. Tell a story

Oftentimes, we are so familiar with our product or service that we take it for granted and forget that there is an interesting story behind it. Give the reader some insight into what goes on behind the scenes to provide them with your product and they’ll feel more educated, smarter and “in the know”.
Don’t think your product or service has a story? Let me give you another example. I made a video about Myofascial Release so that I could appeal to the people who preferred to learn via seeing and hearing versus reading. I tell stories, and use metaphors as well as visual aides to describe the benefits and effects of our work. Feel free to link to it on your site.

If you’re feeling stuck about what to write, then visit my and JFB’s site and see how we describe services. Use the descriptions for inspiration, but don’t copy them. Speak in a language your prospects understand and always focus on the benefits to them. I have often thought about dropping my services description of my McKenzie training. But I have not because it generates a lot of web interest would you believe?! I monitor this closely on my web statistics, that tells me how many unique visits the site gets, which pages people go to, how long they spend there, which links are clicked on, how they found it (i.e. which search engine they used, and what phrase they typed in) – the options for analysis are endless.

So here’s your task: Write something and put it on your Products/Services page even if the perfectionist inside you says it’s horrible. The hardest part is getting some initial text posted. Once it’s there you can edit, rework or play around with it as much as you like.

But for now get something written and published on that page.  If you have something written already – perhaps information from your brochure – the process should take two minutes as you copy and paste into your Products/Services page. If not, take just 15 to 30 minutes to write something now – anything! Once that’s done we are almost half way done and only have a few more pages to go. The good news is, it only gets easier! Warmly,

Scott van Niekerk