Issue link: https://www.massageandbodyworkdigital.com/i/68009
owner I think is actually for the good of the industry as a whole. What has occurred in the last few years is the creation of a multitude of new business models, compensation plans, and even fee structures. Thankfully, this has also created a whole new crop of massage therapy clients and spa-goers, which in the end is good for all of us. That being said, we all have to be more creative in marketing and reaching out to clients who are better educated about massage, who are also more demanding than those in years past, and who are searching for a better price or stronger value than ever before. We have to specialize and find our niche, yet be willing to reinvent ourselves as needed to create a healthier—and perhaps even more diverse—practice. (See Finding a Niche, at left.) If you employ or sub- contract other therapists, this is true for your entire business as well. GUERRILLA MARKETING FOR YOUR SUCCESS Through the years, I have come to realize that marketing is much more than placing ads in the Yellow Pages or giving away free gift certificates for charity auctions and community fundraisers. Guerilla marketing, a phrase coined by author Jay Conrad Levinson in his book of the same title, relates to using your time, energy, and imagination to increase sales, profits, and growth in your business. In fact, one of Levinson's key principles is that every single thing you do that touches your clients or potential clients is marketing. In fact, just about every example and idea I've shared above is actually part of marketing yourself and your practice whether you work alone, own a practice, or are employed by someone else. By taking an honest look at some of the things I've mentioned and other facets of your practice, it should be clear to you that you are immersed in marketing every single day. It starts from the moment you step out of your house and speak to the cashier at the grocery store to the way you answer your phone or respond to client messages. Every interaction you have and impression you make with others is a marketing vehicle for your practice whether you like it or not. Today's successful massage therapist not only realizes this, but also takes every opportunity to send the right message out into the world. FIND A PLACE OF GRATITUDE While finding a new niche, broadening your range of skills, or revving up a new marketing plan can be challenging or frustrating to independent senior- level therapists who feel they've "been there, done that," I encourage you to have gratitude for all the opportunities created by the new massage marketplace. Continue to be thankful for the experience of being self-employed, as well as the freedom of choice and creation you are allowed by being essentially on your own. Sometimes it is a lonely, scary road to be a solo practitioner or business owner, but in my experience, the challenges faced in this realm and in difficult economic times can create the deepest levels of creativity, ingenuity, learning, and compassion imaginable. For those working for someone else—a spa, salon, doctor's office, mobile massage business, or massage therapy franchise—begin by being thankful for your employment. While some new business models and concepts may cause some therapists to feel underpaid (and perhaps some are), if you are fortunate enough to have a job doing something you love, do your best to be grateful for it above all else. In times like these, when people are cutting back on luxury and elective personal services like massage therapy and spa treatments (forcing many businesses to close their doors), be thankful if your employer is still around to provide you with a paycheck, even if that paycheck may be lower than what you feel you need or deserve. Being able to use your skills and talents to help others can be more rewarding than a paycheck of any size gained doing something that has no deeper meaning or reward to you. Your positive attitude and willingness to make the best of your situation can help you advance in your present job and attract even better opportunities into your life, not to mention more clients. Being a success as a massage therapist, or anything you do, depends on a lot of things, but mostly on your willingness to persevere and do what it takes to make your dreams come true. Begin with the suggestions I've provided here and add your own ingredients or ideas to create a recipe that works for you. Just keep sharing your light with the world through your caring heart and healing hands. By doing so, you'll help others make it through their own ups and downs and become a truly successful person as a result. therapist and the owner of Spalutions!, (www.spalutions.com), a firm that provides training and marketing solutions for massage and spa professionals. She provides free business advice for wellness professionals on her blog at http://blog.spalutions.com and is working on a marketing book for spa and healing arts professionals. Felicia Brown is a licensed massage visit massageandbodywork.com to access your digital magazine 41