Massage & Bodywork

November | December 2014

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20 m a s s a g e & b o d y w o r k n o v e m b e r / d e c e m b e r 2 0 1 4 TELL ME … ❱❱❱ Make sure you connect with us to get your voice heard in next issue's Tell Me … @ABMPmassage mp @ABMPmassage WHAT MAKES YOU SPECIAL? You often hear massage therapists talk about the "saturated market." With so many therapists already out there, how can you get enough clients to run a successful practice? The answer is specialization. Chances are, many potential clients in your area aren't looking for just any massage therapist. Some want a focus on relaxation, some want treatment for a specifi c problem, some want an Eastern fl air, and many need even more specialized techniques like prenatal work, oncology massage, or some other niche modality. In these cases, market saturation is not a problem. If you can fi nd a specialty you're good at, and passionate about, word will spread about the special care you can give to clients who are seeking your unique kind of work. Find Your Niche for Success By Abram Herman ABMP Social Media and Marketing Coordinator | FIND THE CLIENTS WHO ARE RIGHT FOR YOU There are a lot of ways to approach the idea of niche marketing. You could look at the specifi c issues facing the kind of client you want to work with. "I market to people with mental health challenges such as depression, anxiety, and PTSD [posttraumatic stress disorder]," says Alex Volzer in California. "It makes sense to me to work with this market, since research so clearly shows that massage has a huge impact." Another angle could be the identity of the client group you seek out. Are they cyclists? Bodybuilders? Rock climbers? What is the group's need, and where can you fi nd them? Jena Maree Vaughn in Missouri looks for clients in her local salon because, as she astutely recognizes, "Most of them are women who want to take care of themselves, from their hair to their toes." The group of clients you're seeking doesn't even have to be human: "My main clientele are horses and dogs, and their owners," says Kaci Wicker Thornhill of Mississippi. A third strategy is to look in places where people aren't getting massage, but might be more likely to be interested in trying it because of the nature of the businesses they are using. Chiropractors, yoga studios, and pain clinics all have clients who may not already be receiving massage, but would be more open to the idea than the general public. Building relationships with other businesses can take some of the work out of fi nding new clients. "I focus my marketing exclusively on physicians," says Matthew Pardini in Hawaii. "Why? One referral usually brings several treatments. And one relationship with a physician can result in several referrals!" ❱❱❱ ❱❱❱

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