Marketing Deeper-Getting Past the Buzzwords in the Wellness Industry

Jessica York • April 25, 2023

It's Mental Health Awareness Month and I'm a massage therapist who's sick of the word, "Wellness".

It's Mental Health Awareness Month and I'm a massage therapist who's sick of the word "Wellness"-even though I host a city-wide Wellness Fair in Metro Detroit.

In a day and time where we see phrases over and over again (thanks social media!), an unfortunate thing can happen.

What can happen is that these keywords, these buzzwords, these hot phrases lose their impact, their meaning, their power.

Some of it is intentional, some of it a mere byproduct of fads or trends.

And instead of tapping into the core and the reasoning behind the word, we start tuning out.

The crazy thing is though, that the need is still there. We still need to prioritize our physical, mental, emotional, and spiritual health. We still need others to do that as well, after all, our income depends on it. Wellness, the state of being well, is still something so many of us are working on and striving towards. So, if me, of all people, is sick of the word "Wellness", then how are we to convey the message at hand and keep encouraging people to prioritize the very thing we can't stand reading?

In my own desperate attempt to figure out a new way to approach this word, I compiled a list of 5 helpful marketing tips to convey your message and tap into people's core needs and desires a little bit more, sans the need for the use of the word Wellness.

1. A big issue with getting through some of these barriers is that things having to do with wellness and self-care are downplayed or not taken seriously-when it is serious. Let's follow through with a scenario, shall we? Say a concerned neighbor wants the police to come out and do a wellness check on an elderly woman who hasn't been seen leaving her house for a few days. Sounds innocent, just go knock on some ladies' door. But if she doesn't answer? They might break her lock, yell, kick the door in, bust the window open, etc. Now, they are most definitely concerned about life or death. A lot of people use the word wellness in a surface way. But in reality, it's a gateway to more serious problems if you don't prioritize it. That is where you come in with effective marketing. Oftentimes, we don't play the scenarios out for people. But we owe it to the public to play the whole thing out. What can potentially happen if we abandon our attention to wellness?

2. Synonyms for Wellness=robustness, shape, strength, wellbeing, fitness, wholeness, strength, verdure, and my personal favorite eudemonia, which means happiness resulting from reason ie. after my massage, I was in a state of eudemonia.

3. Talk about what has personally happened to you when you neglect yourself. What problems has prioritizing your wellness solved? I know when I'm eating crappy it affects my mental and physical health so bad, plummeting my self-esteem and creating inflammation beyond belief that affects my quality of life on a day-to-day basis. And that's just after a few days. How do you practice what you preach? Convey that to your clients and give them the whys.

4. Look up wellness events in your area and see what's missing. Is there a lack of professional therapy? Maybe no one is offering stretching or kinesio taping. How is it perceived in your region? Light and fluffy or a cohesive medical supernova? Fill in the gaps with your marketing. Explain how you are able to service a need that's lacking in your area.

5. Get really specific about details. Let's take a common phrase and dive deeper. Something like, "Massage is a great way to relax your body and mind, so treat yourself!". We can do better people. We can be more alluring, more attractive, more relatable.

"Massage is a great way to calm the endless monkey chatter that exists in your head after an exhausting PTA Meeting."

"Massage is a great way to subdue the rage you feel when you see the person at the grocery store just leave their cart in the middle of the parking lot."

"Massage is a great way to reconnect with your physical body and ground yourself after a difficult loss of a loved one."(Yeah I went kinda dark with that one, but it's true!)

I might be sick of the word Wellness, but I'll never be sick of what it represents and just how powerful our industry is when it comes to truly enacting the practice of it. It's up to us to convey the messages behind the hashtags and IG inspos. We know firsthand the impact it has, and I believe in our capability to enlighten people on a very real level. Maybe I'll see you at my upcoming wellness fair!

What words drive you nuts nowadays in the industry? Let's chat!

Connect with Jessica on her podcast, "When Survival Looks Like Success" or via her Metro Detroit business, Breathe: Bodywork and Beautification

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The Discount Dilemma: Why Spa Businesses Should Proceed with Caution

By Fernanda Santiago • April 20, 2024

In the competitive world of spa services, it's tempting to resort to discounts and specials to attract clients. While creating seasonal offerings can be helpful to engage current clients, attract new clients and encourage them to try new services, we don’t want to fall into the trap of offering specials too often. While it may seem like a quick fix to fill appointment slots and boost revenue, this approach can actually be detrimental to your business in the long run. Here’s why: Devaluation of Services: Constantly offering specials can devalue the perception of your services in the eyes of your clients. When clients become accustomed to discounted rates, they may hesitate to book appointments at full price in the future, leading to a decrease in overall revenue. Attracting Price-Sensitive Clients: Clients who are primarily attracted to specials and discounts are often more price-sensitive and less loyal. They may shop around for the cheapest deal rather than forming a long-term relationship with your spa. This can result in a higher churn rate and lower client retention. Erosion of Brand Image: Your spa's brand image is crucial for attracting high-value clients and standing out in the market. Constantly offering specials can cheapen your brand image and undermine the perception of quality and exclusivity that you've worked hard to cultivate. Negative Impact on Profit Margins: Continuously discounting services can erode your profit margins over time. While specials may initially attract clients, the reduced revenue per service can ultimately outweigh the benefits of filling appointment slots, especially when factoring in the cost of providing the service. Difficulty in Upselling: When clients are accustomed to discounted rates, they may be less receptive to upselling additional services or premium treatments at full price. This can limit your ability to maximize revenue per client and hinder the growth of your business. While offering specials occasionally can be a strategic marketing tactic, constantly relying on discounts can have detrimental effects on your spa business. Instead, focus on highlighting the unique benefits of your services, building long-term client relationships, and maintaining the perceived value of your offerings to ensure the sustainable growth and success of your spa. In other words, work with what you’ve got! The Power of Highlighting Services: A Strategic Approach for Spa Professionals Here’s why we believe that highlighting your services creates a more sustainable and effective approach: Value Perception: When you highlight a service, you're showcasing its unique benefits and value proposition. This elevates the perceived value in the eyes of your clients, making them more willing to pay full price. Building Expertise and Trust: By focusing on specific services, you position yourself as an expert in those areas. Clients are more likely to trust your expertise and recommendations, leading to higher retention rates and client satisfaction. Targeted Marketing: Highlighting services allows you to target specific client needs and preferences. This enables you to tailor your marketing efforts more effectively, attracting clients who are genuinely interested in the services you offer. Filling Open Slots Strategically: Instead of resorting to blanket discounts that can devalue your services, strategically highlight services that have open slots on your schedule. By showcasing these services to your clients, you can fill those slots while maintaining the perceived value of your offerings. Encouraging Repeat Business: When clients experience the full benefits of a highlighted service, they're more likely to return for future appointments. This fosters long-term client relationships and generates consistent revenue for your spa. In conclusion, highlighting services offers a more sustainable and valuable approach for spa professionals compared to giving discounts or specials. By focusing on the unique benefits of each service, you can keep clients engaged, fill open slots on your schedule, and ultimately grow your spa business.