Issue link: https://www.massageandbodyworkdigital.com/i/588318
Take Inventory of— and Leverage— All Your Assets While we have a lot to learn from MTs who have been in the profession for many years, we should also take stock in what we, ourselves, already know, even when we're first starting out. While we may have less expertise than longtime veterans, we still know more about the therapies we offer than our clients do. In this regard, our knowledge is actually a valuable asset we can, and absolutely should, leverage. Since you're likely to have plenty of time on your hands when you're cultivating your practice, it can be advantageous to spend that time creating educational content to share with existing and prospective clients (via articles, blog posts, diagrams, email newsletters, infographics, podcasts, presentations, videos, and other formats). Creating and distributing this educational content can help you establish professional authority and help clients better understand how you can help them. Phil Cutrell, massage therapist and owner of Michigan Auto Injury Massage Therapy, LLC, in the Detroit area, acknowledges that sharing your knowledge can be a great way to attract clients: "I would tell those who are just starting out to network, network, network. Put yourself out there. Create a short presentation about your business and offer to speak at appropriate venues (women's clubs, support groups, etc.)." Another important element of bootstrapping involves taking an inventory of—and maximizing— all of your nonmonetary assets, such as time, creativity, network connections, and knowledge. Stand Out From the Crowd When you're starting out, it's imperative that you're able to differentiate what you are offering from what others are offering. You should spend some time crafting a one-minute elevator pitch that clarifies what sets your practice apart from the rest. Focus on the value you are able to provide to your prospective clients. By the time Shane and I were ready to set up our practice, we had both finished not only our initial massage therapy training, but also a clinical massage therapy program that focused on pain relief through trigger point therapy. This became the specialty on which we have built our private practice. "Pain Relief through Clinical Massage Therapy" became our quick, to-the-point slogan that 80 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 5 #6 #7 tells potential clients what we provide as quickly and succinctly as possible. Amy Grimes, massage therapist and owner of Float Nashville in Nashville, Tennessee, agrees that clarity in one's professional identity and marketing message is essential: "The best thing you can do for yourself when starting with a small budget is to do thorough planning, particularly when it comes to your target market. Be very clear about whom you are serving, as well as their age, gender, income, preferences, where they live, where they work, what activities they participate in, where they shop, and what magazines and websites they read. Once you are clear, choose a location that is logical for your clients. Know what they want and make it convenient and easy for them to use your services." Bootstrapping means being efficient not only with your money, time, and energy, but also with your marketing message, which should be laser-focused.