Issue link: https://www.massageandbodyworkdigital.com/i/68009
MARKETING YOUR PRACTICE The wedding industry is huge. How about getting involved in a bridal fair? There are a lot of massage therapists out there. What makes you different? What can you do to distinguish you from the rest? Get creative and think how you can fit in with what's unique to your area. For instance, are there tourist destinations, busy B&Bs, amusement parks, or beaches? These are venues you could work as a massage therapist. What about working in a mall or at festivals or trade conferences? I've worked on several election nights for candidates and their army of volunteers. I gained a lot of clients that way, though I think I'm a jinx, since the candidates always lost. Here's a fresh idea to get you thinking what you could do: every town in America could have a wedding massage therapist. The wedding industry is huge. How about getting involved in a bridal fair? Your services could be showcased right beside florists, dress shops, and caterers. We know brides get stressed out—there are even television shows dedicated to that phenomenon. What a great treat for the newly married couple and their wedding party to have you at the rehearsal dinner with your trusty massage chair. Make sure your gift certificates are sufficiently fancy so they can be proudly displayed and presented in a gift bag. 8. GIVE There are charity events everywhere and they are constant. There are so many people in need. You can give of your time and skill to benefit them. And, bluntly, you can also give to get. I've volunteered my time massaging at numerous charity runs over the years. They are the easiest to do because charity organizers are so familiar with having massage therapists work on runners at these events. Novice therapists have a great advantage. You have the time and the energy to appear at these events and do the work without taking time away from your fledgling practice. Yes, some veteran therapists still do this noble work. Personally, after massaging through the week, I don't want to spend my weekend at it. These days when I participate, I'm either the runner or I'll donate gift certificates or money. There is a debate about whether massage therapists should be paid to work every time. I see the point. As an established therapist with a full schedule, I'm reluctant to do unpaid work. I only have so much massage in me. However, for new grads launching their businesses, I encourage them in their struggle to promote themselves. You don't find your clientele. Your clientele finds you. You can only make yourself more visible so they can find you more easily. Good causes benefit from our participation as massage therapists. If you had the budget for advertising, you'd do that more. Instead of money, you have time. You are buying a marketing opportunity with the skills you donate. Think of that as your promotional budget. (I have worked with charities and managed to get paid, too. I accomplished that as a speaker, however, and I spoke for free before I started getting paid for it.) 9. TEACH Get over your resistance to public speaking and give back to your profession by teaching. If your knees knock, start with Toastmasters. They know you are there to learn to be a better orator, so they're a kind audience. In school, there must have been an aspect of massage therapy in which you were particularly interested. Delve into that and make it your own. I've given many seminars on stress and pain management and even developed an audiocassette for sale on those subjects. If I were to do it today, I'd record a podcast for easy downloading to an iPod or MP3 player. As the technology has changed there are many more promotional opportunities. Now more than ever, a wider audience can benefit from your expertise at little expense. Don't know how to make a podcast? I bet you know someone who knows. Barter massage for their help and learn how to do it yourself. 10. STICK You'll be turned down. A lot. Sometimes with sneers. So what? Go on to the next person quickly because maybe they need your work very badly and don't even know it yet. Don't stop until you find all the people you have time in your schedule to assist. We don't need that many people to fill a practice, so it won't take as long as you might think if you get serious about your action plan. You will succeed. Remember, you're an optimistic entrepreneur who just wants to help people. Who in their right mind wouldn't want to be that and do that? Someday soon you'll be so busy helping people in your clinic you'll (almost) wish you had time to wander around in the sunlight with a massage chair on your shoulder. columnist for Massage & Bodywork. Let him know which strategies worked best for you at consciousbodywork@hotmail.com. You can read his Practitioner Parables column on page 128. Robert Chute is a regular contributor and visit massageandbodywork.com to access your digital magazine 49