I was asked in a previous blog why I haven’t written about how I market my business, and how I have accrued my client base. Honestly I only have two bits of advice and they aren’t what you think they are.
I have a successful massage therapy practice, by all standards. I work in a small rural town on the coast of Maine, the great frozen north, getting warmer all the time. In my busy season (July through early October) I see on average 15-18 clients a week. The rest of the year, I average 8-12 per week, barring blizzards, flu or everyone going on vacation all at the same time.
August/September I’m flush. March/April I’m broke. It’s a success.
I’m blessed with drive, stamina, a good head for business, and, by far the most helpful thing of all, I was an English major in college. Which means I can write killer brochures, web content, newsletters and holiday postcards.
(*note – this is the only real marketing advice I will give: IT’S IN THE WRITING. Clients test drive your work long before they ever meet you in person: GET A GOOD WEBSITE. Here’s mine. I always ask new clients “How did you find out about me?” and I get two answers “Someone in town told me about you” and/or “I found you online and I liked what I read.”)
I am my own boss, employee, janitor, marketing director, educational consultant, administrative assistant, dishwasher, community outreach director and bookkeeper. It gets schizophrenic.
I work when I don’t want to. I work packed, intense days where I sit down only for 2 reasons: to work someone’s head/neck/upper chest supine, or to use the john. I give myself holidays off, but I still do 10, 12 hour days on occasion.
I wanted a massage practice and after 13 years full of doubts, fears, fatigue and tears, I have it. I now want new things for my practice, but I aimed the arrow and hit a bulls-eye. Blessed be. Here’s how it happened:
If you want clients, you have to work. For me — and maybe this is because I come from a long line of glum tireless Anabaptist farmers – there is no stronger incentive than being poor to sink everything you’ve got – your whole mind, body and spirit – into your practice, and make it happen. I have a dark side. This is one of the ways it serves me.
Nothing but massaging lots of people, as much as I could, even when I didn’t think I could, over and over, with consistency and ardor every time that client came in, made things get better. That means: seeing clients. Which only happens if a) they know you exist b) they can get in touch with you c) you respond to them and d) get them scheduled.
It’s work. Massaging someone is bliss; but getting them in your office and on your table is work. For every fifteen business cards you hand out, maybe one person will contact you. Get used to disappointment. And keep putting yourself out there.
If you have other options, you’ll take them. If there isn’t anything else, then you will stick with what you’ve got. Is massage what you want to do? Don’t let anything deter you: not your spouse’s plentiful income which makes your work unnecessary, not calls from your previous employer, not your deep desire to just be left at home puttering among the flowers.
Sometimes that gets decided for you: I had nothing else: no easier career, no part-time work that really satisfied, and no one to bail me out if I failed. I was a server at a popular restaurant in Belfast, Chase’s Daily, for four years. I needed that work bad, to help me while I built my practice, but I knew eventually I had to quit.
In the movie “Living in the Material World,” Olivia Harrison says, “What’s the secret of a long marriage? You don’t get divorced.” This is true of long-term relationships: with another person, a creative endeavor, or a career. You show up. Even & especially when you don’t know why.
Eventually the clients come, and the money, but actually you became a smarter, humbler, hungrier, and devoted person in the process, and THAT’S what people respond to: who YOU are. That’s an irresistible magnet, and it pulls people in faster than any marketing plan.
If there’s something inside you that always says, “yeah I love this,” hang in, dig in. You’ll love it even more in a short while. Even and especially during those short contemplative moments on the john.