Chapter 2

How to fill your books as a massage therapist?

If you ask Chat GPT (a tool which didn’t exist at the time) this question it gives you a 10-point list: complete with sub points. I think that most will intuitively understand that these are all steps that need to be undertaken at some point.

• Special Promotions

• Educational Workshops

• Client Testimonials

• Collaborate with Health Professionals

• Maintain Professionalism

• Continued Education

• Create an Online Presence

• Online Booking System

• Local SEO

• Google My Business

• Networking

• Referral Programs

Pioneer Courthouse Square Event Massage

The above answer is not wrong, but it doesn’t paint the picture in enough detail for us to get a sense of what that means in real life.

I have a feeling that most massage therapists (like myself) make this leap without adequate funding to really scale up properly. Most massage therapists boot strap up from nothing, improvising, and shuffling funds to get by. Having just learned massage I now had to take a course in marketing, digital advertising, a master class in networking, accounting, local tax code, graphic design, and web design. All while actually doing the work of massage. The result was about the least efficient way to run a business imaginable.

The good news is that massage is a relatively simple business to operate. Its also low overhead and comparatively doesn’t require much up-front capital investment. If you are blessed to be in the position to higher any form of admin help while you build up your clientele, I would highly recommend it. Even if it’s just a friend or gig worker who’s good with that sort of thing while you get a sense of what systems are needed, and off load some of the mental labor while you find your legs in a whole new career.

Portland Massage Arts Down Town Studio.

I digress. How to fill your books?

Hands down the number one source of new clients was direct referrals from clients who benefited from or believed in my massages.

A distant second, but more useful in the very beginning was collaboration with a series of chiropractors.

Filling your books though doesn’t pay the bills if you are not charging the proper rates. Something that I think all new therapists are warned against, yet do anyway is significantly discount their rates. I did this, and looking back it is absolutely clear to me that I did this because I did not believe in my value. This confidence takes time, and the belief and testimonials of your clients.

Cycle Oregon Massage Tent, before the rush.

You may still find your self working for free. Even after I had developed confidence, and raised my rates I still found my self volunteering for events. Working at the Portland marathon, or for some none profit or other events. This was the largest waste of time and energy. Perhaps it was because I was not militant in my marketing, and I wasn’t equipped with all the PR materials I needed to build Brand Awareness, or maybe it was just a waste of time. Of all the hundreds of hours I spent giving free massages to VIPs in tents, and off from the main stage, one, maybe two follow up massages came out of it.

On the other hand. Working VIP tents, where people paid for their massage was another story. I would often pick up one or two clients who would book periodically with me year after year.

The number one lesson here is that you have to value yourself

And the work that you do to fill your books with value adding appointments. The ethical dilemma of raising your rates and providing massage for only those who can afford it I leave to you. Though I will share with you how I’ve mitigated the dilemma.

A therapist has got to eat, so charge market rates, maybe raise your rates, and distinguish your self as a cut above, but set aside a time here and there for those less fortunate. Do massage at an event, or without the expectation of repayment from time to time.

In the end Filling your books in a personal struggle both inside and out. If you have the confidence to charge market rates right out of the gate, do it! If not, do good work till the belief of others lift you up. Collaborate often, don’t work for free, and realize that you will have more then one job as a sole practitioner. You will have to be a massage therapist, and a business owner-marketer-content creator- graphic designer- sales rep- accountant – insurance biller – web sight designer, and last but not least you are your own maintenance team. Your responsible for keeping your office and equipment clean, organized and your self functional.