Now weʼre getting to the “secret sauce” of what will make your massage practice thrive. Today, people have money theyʼre willing to spend, but theyʼre going to be much more selective on where and with whom. Also, people still want a “human touch.” While they can be picky about who they work with, they are still going to be inclined to work with folks who they know, like and trust. This is where your Honest, Unique, Benefit, or HUB, comes in.

Your HUB is the center of your business. It encompasses your interests, training, personality, specialty, income streams, and marketing plan. Here is how I conceptualize your HUB:

H – Honest. As professionals we must be honest with ourselves and the public about our training and skills. As I mentioned in the last newsletter, none of us are good at treating everybody. We are however, excellent at treating some people and certain types of conditions. Take a few minutes to outline your honest assessment of your skills. Which clients do you feel you help best? What issues are you not equipped to treat? This exercise will also help you to more narrowly define your specialty.

U – Unique. While your training may be similar to many other massage therapists, the one trait your bring to your work that is 100% unique is YOU. Your personality, ideas and passions are all expressed in your work. Rather than view this as a liability, I encourage you to highlight your unique attributes within your practice. In a profession where we have lots of competition, what sets you apart will be your approach, style and passion. This will allow those clients who resonate with who you are to greatly benefit from your work together. What makes YOU unique in your work? How can you ethically communicate your unique self to clients in ways that benefit them?

B – Benefit. People chose to work with you because they feel there is a desired outcome. What benefit do you offer? What outcome can people expect? Depending on your specialty benefits can include: better sleep, increased flexibility, improved self esteem, reduced stress or anxiety…

Now your job it to clearly and concisely explain what you do and why it helps. This will allow clients to identify YOU as the person they want to work with.