Advice From Industry Experts
May 12, 2025
There’s something unique about you that prospective clients need to know—and it might not be what you think. When it comes to marketing your massage practice, the secret to success lies in owning what makes you different.
That was the big takeaway from our recent Lunch & Learn with Julie Campbell, a massage therapist turned digital marketer and business coach.
Julie shared powerful insights on how to:
Curious what she had to say? Let’s dive in!
Watch the full replay of the Lunch & Learn here:
Imposter syndrome is something nearly every massage therapist wrestles with—and it often shows up in predictable ways. According to Julie, the most common sign is discomfort around pricing. If you struggle to charge what your work is worth, imposter syndrome may be holding you back.
But it doesn’t stop there. Imposter syndrome can also show up as hesitation to share your expertise or claim your unique magic. That kind of self-doubt can stifle your marketing and slow your growth.
Julie’s favorite strategy for getting past imposter syndrome? Go back and revisit the positive reviews you’ve received, the clients you’ve helped, and the moments where you’ve made a real impact.
This kind of reflection reconnects you to your “why”—the reason you do this work—and reminds you of your strengths. It’s a powerful way to shift your mindset and own your value.
Social media makes it far too easy to fall into the comparison trap. But trying to copy someone else’s success won’t help you grow your own practice.
What works? Being yourself. The more you lean into your real values, quirks, and passions, the more magnetic you become to the right clients.
Here’s the truth: your prospective clients aren’t looking for perfection—they’re looking for someone they can connect with. The best-fit clients will love you for who you are, not who you think you should be.
Julie has seen it time and again: the most successful massage therapists are the ones who show up as their full, authentic selves. You don’t have to share deeply personal stories—but your content should reflect what lights you up and how you fit into the world.
Julie shared that it took years of seminars and business classes before she truly understood what “finding your niche”meant. So if you're still not sure who your people are, you’re not alone—it’s completely normal.
Finding your niche takes time, and your ideal client may evolve as your practice grows. But the more clarity you have, the easier it becomes to attract the right people.
Here are a few questions to help you get started:
When you're figuring out who your ideal clients are, start with what drives you. Why did you become a massage therapist? What kinds of people are you passionate about helping?
Often, your ideal clients will align with your deeper values and the impact you want to make.
It’s not just about your technique. Think about the whole experience you offer. Are you amazing at creating a calming space? Do you explain things in a way that helps clients understand their bodies better? Do people rave about how comfortable and cared for they feel with you?
Your superpower may not be what you first expect.
Niching down might mean focusing on a particular population—athletes, expectant moms, desk workers, or active older adults. Or it might mean offering a specific modality or addressing a particular kind of problem.
Whatever it is, having a clear specialty can help you stand out and become the go-to expert in your area.
This is a big one. While most of your clients might be lovely people, not all of them leave you feeling energized.
Julie encourages paying attention to how you feel after sessions. Who do you genuinely enjoy working with? Who drains you, even if you like them personally?
She shared a personal story about a time early in her career when several of her regular clients became pregnant. She liked these clients and wanted to continue working with them, so she got certified in prenatal massage. But even after the training, she realized she never looked forward to those sessions. It just wasn’t the kind of work she loved doing—despite liking the clients themselves.
The takeaway? Liking someone isn’t enough. Your niche should be made up of the people and the work that truly lights you up.
To market your massage practice effectively, there are a few foundational pieces you need:
Your UVP is like a mission statement—but client-facing. It’s a short, compelling phrase that clearly states what you do, who you help, and what makes your approach different.
Julie shared an example from a fellow therapist:
“I work with busy professionals looking for stress relief, by providing deep tissue massage with guided breath work to leave you feeling refreshed and recharged.”
This is more than just what they do—it speaks directly to the needs and desires of their ideal client.
Many massage therapists get caught up in logos and color palettes. While visual branding has its place, it’s not the most important thing—especially when you’re just starting out.
Your personal brand is your story. It’s your mission, your values, and the “why” behind what you do. This is what makes you relatable, memorable, and magnetic to the right clients.
Your story should guide everything else in your marketing—your tone, your visuals, your messaging.
The biggest mistake therapists make in their marketing? Being too generic.
A generic photo with your business name doesn’t tell potential clients what to expect—and that often leads to misunderstandings or missed connections.
Instead, paint a clear picture of what your practice is really like:
Once you’ve defined your niche and UVP, your messaging should flow naturally. Say the same thing, to the same person, in every post, email, or flyer—so it’s crystal clear who you’re for.
Julie wrapped up with a powerful reminder: Take action—even if you’re afraid.
If you wait until you feel ready, you might never start. Marketing takes practice, and the only way to get better is by doing it—imperfectly, at first.
Julie shared that when she first started making Instagram reels, she was terrible at it. One of her early videos even got a comment pointing out how bad it was. It wasn’t fun—but she kept going.
Why? Because she understood something essential: the only way to get good at something is to do it badly first.
Today, people pay her to create content—but it all started with those imperfect, cringe-worthy first steps.
So stop waiting to be perfect. Start where you are. The more you do, the better you’ll get. And if fear keeps holding you back, don’t isolate—find support.
There are plenty of communities and online groups full of massage therapists working through the same challenges.
You’ve got this. All it takes is getting started.
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