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Designing Your Identity
By Amanda Nevels

According to the American Massage Therapy Association, consumers visit massage therapists 114 million times each year and spend between $4 and $6 billion annually on massage therapy … and that number is increasing.

Why do some massage therapy practices thrive, while others struggle? Does it really boil down to a question of who has the biggest budget?

Too often, when starting a small businesses you are extremely busy focusing on the business plan, logistics, insurances, taxes and legalities, massage table, space rental, essential oil and massage cream supplies, etc.

It’s not uncommon that by the time you start the initial steps of marketing your business, the money runs low.

Money-Friendly Marketing

Differentiating yourself from your competition starts with defining a clear identity of your business. You’ll want to create a functional, focused look, design and feel for your target audience. Most importantly, in attracting the clients that you want and who will help you to grow your business, you want to make sure that your message is correctly communicated. This starts by knowing your market inside out, and by developing a network of contacts that covers all your bases.

You may not need to spend thousands on a flashy website or glossy brochure to get yourself noticed—depending on whether or not you’ve done your homework. There is nothing wrong (or illegal!) with scoping out the competition, firsthand. Visit or call up area massage therapy practices and ask for their brochures, business cards and mailers. This will not only help you determine your pricing, but it may help you in developing your business tactics and zero in on who you want to target as your primary audience.

  • Your clients are truly your best asset—simply ask your clients what they want. It never hurts to reciprocate their honest feedback with discounted offers or gift certificates that they can pass on to friends and family. You may also consider developing a client referral program that benefits your clients with discounts.

  • Keep up-to-date on your client database. This can be as simple as keeping a calendar of your clients’ birthdays or special events so that you can mail coupons for discounted massage therapy services in a personalized card or note.

  • Offer bulk package deals. For example, five massages for the price of four if you pay upfront.

  • Phone etiquette goes a long way. Update your voicemail message daily, return calls in a timely manner and make a habit of following up with clients the next day to see how they are feeling post-treatment. If you don’t have the time, consider hiring a booking company to take appointments for you. 

  • Set up regular weekly or bi-weekly appointments with clients and offer monthly billing as a payment option.

  • Keep regular business hours.

  • Put it all in writing—treatment options, professional fees, cancellation policy, etc.—so that clients have a clear understanding of your business practices.

  • Attend conferences and participate in them when you can, creating a buzz for yourself and your business.

  • Network. You are your business. Talk it up!

Amanda Nevels is a Chicago-based writer and creative director for Girls Advancing Business (g.a.b.), a marketing communications company dedicated tohelping small businesses on a budget succeed. Visit her website at www.gabbiz.com.