Bouncing back to business – promote transformations, not treatments

Nikki Collinson-Phenix is a registered chiropractor, Western medical acupuncturist and massage therapist who has been in private practice for more than 20 years. She is also a business coach and mentor for therapists. In the third of a short series of blogs to help you get back to work with a spring in your step and a renewed sense of purpose, Nikki talks about the importance of promoting treatment benefits and outcomes rather than the treatment itself…

When you are reaching out to new clients, it’s really important that you focus on promoting the solution you provide – the transformation – rather than the treatment itself.

Often when I’m looking at a therapist’s marketing materials, it lists the treatments available and how much these cost, such as ‘Back, neck and shoulder massage, £35’ or ‘Eyebrow shaping and tinting, £20’. If this sounds familiar, going forward, what I’d really like you to do is move away from talking about the modality itself – particularly if it’s a holistic or hands-on therapy – and to concentrate instead on how it will benefit the client.

Now why am I saying this? It’s because when people are struggling with something, they’re at Point A. It might be that they’re not sleeping properly, they’re feeling anxious and stressed, or they have a knee or skin problem. All they’re interested in is getting to Point B, which is where they feel great again, they feel confident and energized, and are able to do the things they want to do – life is good.

When you are writing copy to promote your business, I want you to start thinking about the words that would resonate with someone who is at Point A but wants to get to Point B.

Often you will find that people talk about Point A in their marketing, which is the ‘pain point’ – for example, ‘Are you feeling tired?’ or ‘Do you have an injury that is holding you back?’. However, this approach obviously focuses on the negative stuff. More recently, there has been a shift towards talking about Point B – the transformation the client will experience when they come to you for a treatment. It’s about focusing on what the client wants to feel when they leave your therapy couch. Do they want to feel a sense of calm and inner peace? Do they want to feel more confident about their appearance? Do they want to improve their running time, or just enjoy being able to play with their kids or grandkids? What is it that they want to do or achieve? What is their Point B?

Every time you are promoting your business, whether it’s something on social media or a printed leaflet, make sure you are talking about how you can help the person reading it to get to Point B. As hard as this might sound, and as much as you love the therapies you practice, the truth is that the treatments you provide are just a vehicle, that help to get a person from Point A to Point B.

If you’re not sure about the sort of words to use, ask your existing clients. Ask them, ‘When you’ve had a treatment with me, what words would you use to describe how you feel afterwards?’ Then start using these words, so that when other people stuck at Point A are looking for someone who can help, and they see one of your Facebook posts or leaflets that says, ‘I can help you feel X, Y and Z’, they are more likely to approach you than someone who is just talking about the treatments they provide. If I was suffering from insomnia and somebody kept popping up in my world, because their marketing is visible and consistent, and they are saying, ‘I have a special interest in helping people to get a great night’s sleep’, they would be the first person I’d call, because that’s exactly what I’m looking for, even if I’ve never tried the treatment they are offering.

There’s a saying that you don’t sell a mattress, you sell a good night’s sleep, so remember to talk less about the vehicle – the treatment – and start talking about the transformation.

In Nikki’s next blog, she’ll talk about the importance of investing in yourself.

For more information about Nikki, visit or learn more top tips by watching a special video she produced for FHT members, called Spring back into business.

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