Whose Problem Do You Solve? Niche Marketing for Massage Therapists

Massage therapists often have an inherent resistance to “promoting” themselves. If you uncover oneself reading this article: Congratulations! And just so you know, you are not selling out. You are supplying a communications platform so that individuals who need to have your services can actually find you. That is a service in itself.

There is a logical principle that if you solve a client’s difficulty greater than your competition, below the exact same conditions (price tag, availability etc.) and communicate this to your likely customers, success (nevertheless you define this for oneself) is unavoidable. This straightforward statement opens up a complete drawer of possibilities of refining your communications practice to attract much more of what you want.

Define difficulty?

What many do not recognize is that it is not the product or service that the client desires, but rather the feeling, emotion and sensation that ensues when their difficulty is solved or improved. This really should be the outcome of utilizing the product or experiencing the service. A client’s dilemma is not discovering a massage therapist. The client’s issue is that they are not feeling the way they would like to. And you may have the resolution to that issue.

Here are some examples so you get the gist:

Starbucks does not sell coffee, they sell a community meeting location.

Mercedes does not sell automobiles, they provide status symbols.

Gatorade quenches thirst.

What is your answer?

Anticipating client difficulties, associating them with a demographic profile and offering a solution is crucial to getting in a position to address them effectively and critical to attracting that client group.

Every single demographic has there own widespread set of issues. Yes, everyone is different, but based on commonalities such as age, profession, place and other keys we find that certain groups have related demands. We usually can define groups based on age, revenue, mobility, education, employment status, and even location.

Some examples of the more clear groups are:


Company individuals

Traveling enterprise men and women

Pregnant women


Some examples of the less obvious are:

Individuals with fibromyalgia

Kids with Down syndrome




Young parents

Bereaved parents

Enterprise leaders

Chemically sensitive

Hospice care

Cancer survivors

What does this mean for your practice?

When you define your product or service, feel about what you actually provide. You might not always be in a position to directly call it by its name, but you must attempt to get as close to describing it as possible.

And then think about whom you can truly relate as well. Usually this is based on your own life experiences throughout which you created a deep understanding of a situation and are relaxed about it. It really is crucial that you can relate without judgment to other individuals experiencing the identical predicament and dealing with these individuals will not pose a hard scenario for you. The location exactly where you can create a deep rapport, is exactly where you will likely be most effective.

The much more accurately you can define your resolution to an current difficulty, the simpler it is to communicate with your target market place. Does that make sense? If you know that you are catering to senior citizens, it is less difficult to uncover out exactly where the congregate, which publications they study and what other forms of communication they tend to prefer. It is also considerably less difficult to formulate the resolution(s) you provide.

The question is often: How can I increase the client’s knowledge in their present state by guiding them to a future state in which they have a greater knowledge of themselves.

The subsequent question is: How can I convey this info to them?

Although there are many facts that can be refined in this method it is important to return to the original believed of: “What difficulty am I solving here”. I discover that there are major problems and secondary concerns and often even a third or fourth layer that supply possibilities to supply a special service.

Let me supply an example.&#13Most likely the main explanation your client is displaying up (for the initial time) is that they have a Discomfort in their… Possibly one of the principal motives is that they have not spent the time to Relax and by booking a massage they are giving themselves permission to do so. Perhaps underneath all that is that they find themselves in a scenario that will not let them to take TIME AWAY from the circumstances and by visiting you they are carrying out so.

Even though the main concern is usually addressed by numerous: instance: “relieve your discomfort with massage therapy”, secondary and tertiary layers typically go unmentioned.

For example: “Get instant relief from your migraine headache, relax deeply and give oneself the time out you deserve”.

Now, if your communication says (and this is a actual instance):

“[Name Removed] Massage Therapy is one of the more seasoned massage practices in Los Angeles (positioned in North End, LA). I draw from 23 years of experience in healing function and massage therapy and a robust, intuitive, compassionate, and uniquely healing touch. I am versed in Swedish, Sports Massage, Deep Tissue, On-site Chair Massage, and Power Healing.”

This statement not only calls for the client to figure out on their own what the positive aspects are, but also leaves every little thing open to interpretation.

Would it not be greater to say the following?:&#13″If you are seeking for a person who will truly listen to you and knows how sensitive you are, can alleviate the little aches and pains with comforting touch and send you off feeling like a new person, your ought to get in touch with … for a free of charge consultation.”