One of your main marketing tasks, as a therapist, is proving you're the right therapist for the people you meet each day. Easier said than done, right? The trick is to remember that each person you meet is an individual and that no two people will respond to the same technique. This means you have to listen to your potential clients, assess their real needs, and take action.
But how do you get them to call you to start with? You need more than a simple, basic website with your hours and rates. I could read an article about the "benefits of massage" on 10 different websites and walk away with the exact same information. What are you offering your visitors to prove you're unique, experienced, and knowledgeable?
Testimonials are a great way to show potential clients that you're the real deal. Ask your current clients if they'd be willing to write a few sentences (or more) about their experiences. Don't ask just anyone. Think about the clients who needed you the most and who you have done the most good for. Ask them to describe how massage has changed their lives and their health. Whether you use these on your website or on your print ads, you can use full names or simply initials. Either way, the testimonials need to be real.
Blog Posts and Articles
If your website doesn't have a blog attached, you should consider including one. A blog is a great place to provide continuing information about your art, the industry, and your business in general. You can write short or long articles, depending on your need. Talk about an experience, a continuing education class you took, some industry research, or even a special you're going to offer on a limited basis. Your posts will give your potential and current clients reasons to call (and keep calling).
Start a FAQ or Q&A Page
Some businesses have a simple FAQ page on their site and others may use a knowledge management software tool to streamline Q&A information. Either way, giving people a place where they can ask real-time questions will give you the opportunity to showcase your knowledge without having to answer the same questions over and over again. The question and the answer will be made public for anyone to view, depending on how you have your system set up.
You can't just go to school, print up some business cards, and build a business. There are tons of therapists out there and you have to be confident in your knowledge. There is no harm in saying, "I don't do pregnancy massage, but so-and-so does," while giving a referral. That same person may tell her own clients that she's not as familiar with fibromyalgia needs and send other people back to you.
It's a give and take world. The more you know and are willing to share, the more people will trust you!