Issue link: https://www.massageandbodyworkdigital.com/i/72195
not cut expenses, but looks to ways she can grow her bank account. BACK TO BASICS Other massage therapists use old- fashioned networking and pavement pounding to keep the cash flowing. Climbing gas prices in Baltimore, Maryland, have cut into Sharon Long's business. Long, director/ owner of Senior Touch, says many of her clients live on fixed incomes and massage falls low on the priority list. Long proactively seeks speaking engagements that promote massage and her business. She consults hospitals and asks to be placed on their ancillary lists. "Offer to give talks and join the speakers' bureaus at hospitals and corporations," she says. Long contacts support groups According to Julie Onofrio of Seattle, using the Internet as a promotional tool yields innumerable benefits. Her two websites, which she created four years ago, hold the key to her success. One site explores the theory and practice of massage and bodywork. "It's everything I learned through the years as a massage therapist," she says. The other site provides an outlet for her writing as well as information on making the decision to become a massage therapist and how to choose a school. In addition to her massage practice, her technological efforts help stave off financial woes. "You can do it on your own time and build extra income from doing simple things," she says. "Through my website, I sell books through Amazon. It provides a second source of income and is a regular resource for clients." She notes that in two decades she has for every imaginable illness and condition, from arthritis and cancer groups to menopause and attention deficit hyperactivity disorder. She also aligns herself with adoption agencies, dieticians, nurses, mental health counselors, personal trainers, and physical therapists, all of whom provide many referrals. "Get yourself out there and make your presence known. Wherever you have big exposure, even if you don't get clients, you're promoting the field of massage, particularly the clinical aspect." Information about Long's business appears on bulletin boards at baby specialty shops, health food and sports equipment stores, and in local medical centers. "You can't just try one thing to promote yourself," she says. "You have to try many." A strong believer in the power of exposure, Fink participates in many events from radiothons to street fairs. In addition to getting your name in the public eye, she says contributing to or sponsoring various events shows the community your altruistic side. Raising awareness is a side benefit. "In Portland, 60 percent of the population doesn't have massage as part of their wellness regimen. We want to educate the public, so we do lots of events," she says. Fink points out that when marketing efforts seem fruitless, don't be discouraged. "We've had events and seemingly nothing happens. Six months later we get a call," she says. "So promote as best you can. As soon as you stop marketing, you will stop getting clients." FUTURE OUTLOOK According to the 2008–2009 edition of the Occupational Outlook Handbook, created by the U.S. Bureau of Labor Statistics, opportunities for massage therapists will grow faster than average over the 2006–2016 period, as more individuals learn about the benefits of massage therapy. Growing awareness and acceptance of alternative medicine and holistic therapies will add to the demand for more massage therapists. Even health insurance companies are beginning to recognize the value in proactive treatment. Cyclical changes should be expected in the massage industry, just as in any profession. But by monitoring expenses, combining innovative new marketing strategies with tried-and- true methods, and creating strong business and client relationships, your massage business might emerge from the clouds with a healthy glow. freelance writer and writing instructor whose articles have appeared in numerous regional and national health-related publications. She can be reached at polishpen@mac.com. Phyllis Hanlon is a Massachusetts-based massagetherapy.com—for you and your clients 135