The BEST way to build a sustainable massage practice that attracts many clients is to develop a practice specialty. Let me outline the reasons why a specialty niche is the only way to establish a thriving business.

The truth is, when we donʼt specialize we look and sound like every other massage therapist out there. When you are a generalist every other massage therapist in your community is your direct competition.

We are conditioned to work with specialists and experts. We want to work with someone who understands our specific needs. For example, if someone owns a Honda they want to bring their car to a repair shop that services Hondas, not just “cars.” The same is true for massage.

Every person out there is thinking about their specific problem and saying to themselves WIIFM? (Whatʼs In It For Me). People do not stay up at night thinking, “Gee, I really need to work with a therapist.” They stay up at night thinking, “I really need help with my back pain.” When you specialize you can speak to peopleʼs real worries and needs, not some general mish-mash of ideas that donʼt resonate with what they are thinking or feeling.

You are not good at helping everyone. No one is. You will need a specialty to focus your marketing efforts. Ever try to market to everyone? Iʼm talking about adults, kids, couples, older folks, single people, married people…. It doesnʼt work. Your message is too vague, people donʼt see themselves in your message, so they glaze over and ignore you all together. But if you specialize and tighten your marketing to focus on one group of people who can see their needs described on your web site, the right clients will self-identify that YOU are the person they want to work with.

I encourage you to sit down for an hour or so and contemplate your area of specialty. This does take some soul searching and acceptance that by narrowing your practice there will be some clients you do not help.