Make the Most of Massage

Author: Mark Liskey

  • The Way a Persuasive Person Is That Will Attract Good Business Relationships

    Persuasion Isn’t Your Thing? That’s Okay!

    I get it. You’re not a natural persuader. I’m not either. You didn’t grow up winning every argument at the dinner table or selling lemonade to people who didn’t want lemonade. But here’s the thing: being persuasive isn’t about winning someone over with verbal acumen.

    It’s about building relationships—relationships that turn into partnerships, sales, and long-term opportunities. And the best part? There are hacks you can implement today to make this happen, even if you can never picture yourself as a persuasive person.

    Hack #1: Start by Giving, Not Getting

    I have found that I’m most persuasive when I’m doing something for someone (providing value), not yammering about what I’m going to do. Here are things you can “do” immediately to be persuasive:

    • Partnering with Other Businesses: Share a resource or offer free advice tailored to their needs.
    • Securing Investors: Offer a simple, compelling business plan that solves a problem they care about.
    • Winning Customers: Give them a small win first, like a free sample or a practical tip they can use immediately.

    People don’t remember a great pitch as much as they remember a great experience. So, focus on giving before asking.

    Hack #2: Credibility Is Your Golden Ticket

    Without credibility persuasion is dead, and establishing credibility isn’t a one-and-done deal—it’s a marathon. Here are some quick hacks that I’ve learned:

    • Leverage Testimonials: If someone else loves what you do, let them talk about it. Zendesk showcases in-depth profiles about businesses they’ve helped, providing potential clients with credible, detailed testimonials that build trust.
    • Be Consistent: Show up on time, follow through on promises, and deliver quality work consistently.
    • Share Your Wins: Without bragging, let people know what you’ve achieved and how it could benefit them.

    My wife, Lisa, and I own a non-profit. Every month we have a vegan dine-around. My business friend suggested that when Lisa and I introduce ourselves, we should say that we are the founders of the non-profit AND the owners of PressurePerfect Massage. Doesn’t seem boastful, right? And at the same time I’m sharing our wins and building credibility.

    Long-Term Credibility Building:

    • Develop expertise in your field and share it through blogs, workshops, or community events.
    • Build an online presence that reflects your values and skills. A website that shows professionalism goes a long way.

    Hack #3: Ask Questions and Listen (Yes, Really Listen)

    Do you struggle with listening? I do. I constantly am telling myself to shut up and listen. Besides being a good habit, listening can be persuasive. How? People feel valued when they’re heard, and they’re more likely to trust and partner with you.

    • When pitching an idea, ask about the other party’s needs and concerns first.
    • Mirror the other party’s language to show you’re in tune with them.
    • Summarize (in a non-scripted way) what they’ve said to confirm you understand their priorities.

    This can feel Dale Carnegie (insincere) at first until it becomes part of who you are. Just get your reps in and eventually you won’t feel like an imposter.

    Hack #4: The Power of Follow-Up

    Early in my career, I made this mistake: I’d nail the initial meeting, then drop the ball on follow-ups, and my initial work was wasted. Staying top-of-mind requires consistent communication.

    • After a meeting, send a thank-you note or email.
    • Suggest a simple next step, like a follow-up call or a quick demo.
    • Use tools like calendars or CRM systems to remind you when to reach out.

    Don’t underestimate the power of showing you care enough to stay in touch.

    Hack #5: Make It a Relationship, Not a Transaction

    Persuasion isn’t about the one-time win. It’s about building a relationship that keeps paying off. In other words, you don’t one to “sell one watch one day”, you want to “sell thousands of watches over years”. To make that happen:

    • Be reliable and trustworthy over time.
    • Keep finding ways to add value, even when you’re not pitching anything.
    • Celebrate their wins. If your partner business or client achieves something, acknowledge it.

    I’m going to reiterate because I think it is important: persuasion is a constant process of building trust, offering value, and staying relevant. If you nourish the relationship (yes, I think that’s persuasion), you’ll find that people keep coming back. If you don’t, they’ll forget about you.

    Nourishing Business Relationships: A Personal Lesson

    When I ran a hotel massage business, I approached managers and got meetings. Sometimes, I even set up massage days for employees. But I’d often lose touch afterward, and guess what? I lost relevance in the managers’ minds. Looking back, I should have suggested regular employee appreciation days. I believe small, consistent gestures would have kept the business relationships alive and thriving.

    The Persuasive Person’s Checklist

    1. Give Value First: What can you do for them?
    2. Be Credible: How do you show you’re reliable and skilled?
    3. Listen: Are you meeting their needs, or just yours?
    4. Follow Up: Are you staying relevant?
    5. Think Long-Term: Are you building a lasting relationship?

    You Can Still Be You

    Here’s a fine point, but an important one. If you want to be more persuasive, don’t get bogged down in thinking you fundamentally have to change who you are. That immense goal (and arguably impossible to some) can stop you dead in your tracks.

    Instead, work the edges and think in terms of habits. If you change a bad habit or start a good habit, like working to become a better listener, that good habit will change how you act which in turn may eventually influence who you are.

    Persuasion is About Connection

    Last, persuasion starts with connection. Whether it’s giving first, listening more, or following up, the small, thoughtful actions you take today can lead to big, lasting relationships tomorrow. Remember, the best relationships are mutual—not one-way streets. Let me (mark@makethemostofmassage.com) know how it goes!

     

  • Grinding It Out in the Business World: The Painful but Proven Path to Growing Your Business

     

    “Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful individuals with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.” –Ray Kroc

    These words are the essence of grinding it out. But let’s rewind for a moment.

    Years ago, a wellness center opened right where ours is today. The owners went all in on a dream: “If you build it, they will come.” Spoiler alert: The customers didn’t show up, and the center closed within a year.

    Decades earlier, I had friends, Deirdre and Hans, with a similar idea—a bodywork center, spacious, welcoming, and… empty. My friends failed in a time when there was no SEO and social media. It was fliers and newspaper ads and networking that carried the day. But they didn’t know how to drum up business. Instead, they sat there, waiting for the doors to magically swing open with customers. Within a year,  their dream shut its doors too.

    The lesson to me? Grinding it out isn’t about hoping or waiting for your dream to come true. It’s about doggedly inching towards a goal that you can’t always see in the distance.

    Grind, Don’t Just Spin Your Wheels

    Ray Kroc, the brains behind McDonald’s, wrote a book called Grinding It Out. Now, before you roll your eyes, let me be clear—I’m no fan of McDonald’s. Their impact on health, the environment, and animal welfare? Not great. But their business success? You can’t argue with it.

    Kroc emphasized working lean. He also said: “You must perfect every fundamental of your business if you expect it to perform well.”

    Perfecting every fundamental of your business and grinding it out are inextricably linked. If you’re not grinding it out in every fundamental of your business, you’re not learning how to grow your business. And if you don’t learn every fundamental (or hire people who are experts in the fundamentals that you need help with), you’ll go belly up, like my friends.

    By the way, I had my own belly-up experience. Years ago, Lisa and I decided to open up a third location inside a physical therapy office that was farther away from us than our other offices. The massage therapist, who was working for us at the time, was going to be the manager of that location. It wasn’t a good fit from the get-go, but I convinced myself that things would work out.

    Six months in, I was trying to manage the business while doing most of the massage in the business. At one point, I was talking to a physical therapy patient (a corporate marketer, too) who said one thing that has stuck with me. He said: If you’re inside the massage room, you can’t grow your business.

    He was right. After a year running myself to death, Lisa and I closed the office. It hurt, but it was the smartest decision Lisa and I have made so far in our business journey. We cut our losses quickly so that we could live to grind it out somewhere else with more potential.

    Perfect the Fundamentals

    If you think you’re grinding it out but are not seeing success, go back and examine the fundamentals. In retrospect, for me, this was what was happening when I thought I was grinding it out.

    • I did a great massage–but I didn’t know how to market besides doing a great massage.
    • I could schedule people–but I didn’t know how to run efficient operations.
    • I could build trust with clients–but I had no clue how to build business relationships.
    • I could work hard in the business–but I only had rudimentary skills for hiring and managing people.

    It took mentors, coaches, and a lot of bartering to fill those gaps. For example, massages paid for my first website decades ago. And now, SCORE—a government-funded program that connects business owners with mentors for free–has taken me to the next level with our massage and wellness center.

    The fundamentals are your foundation. If you don’t learn them—or hire someone who has the expertise where you’re lacking—you’re not grinding; you’re spinning. And spinning can go on for a long, long painful time. Trust me on that.

    Grinding It Out Takes Time

    Ray Kroc famously said: “I was an overnight success all right, but thirty years is a long, long night.”

    We all want to have a business that is an overnight success story–but that’s not how it works usually. So, when I’m down sometimes I write things like Live in Philly, Philly to lift me up. But nowadays, what keeps me on track more often is looking back after a month of grinding and seeing the progress we made. If you are not experiencing grinding-it-out success, ask yourself this:

    • Am I grinding it out, or am I spinning my wheels?
    • If I’m spinning, do I need a mentor, coach, or accountability partner?
    • Am I perfecting the fundamentals, or avoiding them?

    By no means am I asking you to let go of your dream just because it’s hard. I’m just saying  don’t waste years on a dream thinking you’re grinding it out when you’re actually spinning in place because you haven’t become competent with the fundamentals.

    So: Head down. Glance up. Making progress? Good. Head down. Grind.

     

     

  • Professional Massage Insurance: Compare Your Options

     

    I’ve been a massage therapist for over 30 years, and I’ve researched the best options for professional massage insurance. Below, you’ll find clear, easy-to-read comparison charts divided into two categories:

    1. Providers that offer just insurance with no frills.
    2. Providers that include extra benefits like CE courses and industry discounts.

    Affiliate Disclosure

    Some of the links below are affiliate links. This means I may earn a small fee if you purchase through them, but you won’t pay more. Your support helps me continue creating helpful resources for massage therapists.

    Chart 1: Providers Offering Straightforward Coverage

    If you’re looking for no-frills liability insurance, these providers focus solely on affordable, reliable protection:

    Insurance Provider Annual Cost Coverage Type Coverage Amount Student Coverage Affiliate Link
    InsureLMT $94 Occurrence-Based $2M per occurrence Yes Get InsureLMT
    Insure Bodywork (BBI) $96 Claims-Made $2M per occurrence Yes Get BBI
    American Massage Council (AMC) $159 Occurrence-Based $2M per occurrence No Get AMC

    Key Takeaways:

    • InsureLMT is the most affordable with an occurrence-based policy, which provides long-term coverage even after the policy ends.
    • BBI has a slightly higher cost but offers reliable claims-made coverage and higher coverage product liability coverage.

    Chart 2: Providers Offering Extra Benefits

    If you’re interested in additional perks like CE courses or industry discounts, these providers bundle extra value into their policies:

    Insurance Provider Annual Cost Coverage Type Coverage Amount Notable Extras Affiliate Link
    Massage Magazine Insurance Plus (MMIP) $169 Occurrence-Based $3M per occurrence Unlimited free CE courses, wellness discounts Get MMIP
    Hands On Trade Association $159 Occurrence-Based $2M per occurrence Business tools and rental agreement forms Get Hands On Trade
    NACAMS $179 Occurrence-Based $2M per occurrence Equipment insurance, marketing tools Get NACAMS
    Alternative Balance $269 Occurrence-Based $3M per occurrence Cyber liability insurance and life coaching Get Alternative Balance
    ABMP $199 Occurrence-Based $2M per occurrence Business resources, free CE courses Get ABMP
    NAMASTA $204.99 Occurrence-Based $2M per occurrence Yoga and wellness coverage included Get NAMASTA
    AMTA $235 Occurrence-Based $1M per occurrence Advocacy, free CE courses Get AMTA

    Key Takeaways:

    • MMIP stands out for its unlimited free CE courses and wellness discounts, making it great for ongoing education.
    • Alternative Balance is unique for offering cyber liability coverage and life coaching.
    • AMTA and ABMP provide strong member advocacy and professional resources.

    Claims-Made vs. Occurrence-Based Policies

    Occurrence-Based Policies: Cover incidents that happened while the policy was active, even if the claim is made after the policy ends.
    Claims-Made Policies: Cover incidents only if the claim is made while the policy is active.

    For long-term peace of mind, an occurrence-based policy is often more reliable. If you choose a claims-made policy, make sure you renew consistently to avoid gaps in coverage.

    Best Massage Insurance Policy Highlights

    • For Basic Coverage:
      • InsureLMT or BBI stand out for affordable, straightforward insurance.
    • For Extra Benefits:
      • MMIP has unlimited CE courses and a lot of discounts.
      • Alternative Balance has cyber liability and free life coaching.
    • For Advocacy and Resources:
      • Consider AMTA or ABMP for their member benefits and professional resources.

    Your Professional Massage Insurance

    Whether you’re a new massage therapist or a seasoned professional, having the right insurance is critical. Check out my cheap massage insurance guide for a deeper into all 10 insurance providers covered in this article.

    If you have questions about professional massage insurance, feel free to contact me at mark@makethemostofmassage.com. I’m here to help!

     

  • Why Your Google Business Profile Matters: Doug’s Wake-Up Call

    My friend Doug owns a small hair salon—just him and one employee. He’s been in the business for 40 years and knows his craft inside and out. At one point, Doug ran big operations but decided smaller was better. Less stress, more joy. Recently, Doug started paring down his clients—the ones who made him want to pull his hair out (pun intended). But that left a gap. He needed fresh, positive clients to fill the chairs.

    I told Doug about how my massage business climbed the local search ranks when I optimized my Google Business Profile for small businesses, our number one referral source. Doug gave me the blankest of stares.

    I did a quick local search. Doug’s business didn’t even show up. Imagine all the clients he was missing—people actively looking for what he offers! It was like having a neon sign, except it was unplugged.

    So, that’s when I said we need to grab some coffee and fix your Google Business Profile.

    What’s a Google Business Profile, and Why Should You Care?

    A Google Business Profile is a free tool that puts your business on the map—literally. When someone searches for “hair salon near me” or “best massage therapist in [your city],” businesses with profiles pop up first. If you don’t have one, you’re invisible in Google’s world, and that’s where most people are looking.

    Doug didn’t have a profile, but it wasn’t because he’s lazy or tech-averse. He just didn’t know how critical it was—like me for the longest time.

    Whether you’re a solo operation, have a couple of employees, or run a service-area business (e.g., mobile massage), learning how to optimize your Google Business Profile for small businesses is a game-changer.

    How to Create Your Google Business Profile in 5 Easy Steps

    1. Sign In to Google Business Profile Manager
      Head to Google Business Profile Manager and sign in with your Google account. Don’t have one? Create one—it’s quick.
    2. Enter Your Business Info
      Add your business name, choose a category, and, if you don’t have a storefront, set up service areas instead. Doug serves a specific zip code, so we will list that.
    3. Provide Contact Info and Hours
      Fill out your phone number, website, and operating hours. Accurate and consistent information is key for improving your local search visibility.
    4. Verify Your Business
      Google will send you a postcard with a code, or let you verify by phone or email. It’s their way of making sure you’re legit.
    5. Add Photos and Update Regularly
      Upload high-quality images of your workspace or services. For Doug, adding before-and-after shots of his haircuts can help his profile stand out.

    Best Practices to Optimize Your Google Business Profile for Small Businesses

    1. Consistency Is Key
      Your business name, address, and phone number should match what’s on your website and social media.
    2. Collect Reviews
      Ask happy clients to leave reviews. Respond to each one—thank them for good reviews and address negative ones professionally.
    3. Post Updates Regularly
      Share news, promotions, or special events. This keeps your profile fresh and engaging, which can help boost visibility.
    4. Use Keywords Strategically
      Incorporate keywords like “hair salon near me” or “massage therapy for stress relief” into your profile description and posts to attract the right audience.

    Go right to the source for Google Best Practices for Google Business Profile.

    Why Doug’s Experience Can Be Yours

    Like I said, next up, Doug and I are sitting down to create and optimize his Google Business Profile. We’ll include high-quality photos and use strategic keywords, just like I did for my massage business. Here’s what I expect: within weeks, Doug’s salon will start appearing in local searches. New clients will find him, his phone will start ringing, and his schedule will fill with the kind of positive, high-quality clients he’s looking for. I’ll keep you posted!

    In the interim, get started on your Google Business Profile optimization for small businesses. And let me know if you need help (mark@makethemostofmassage.com).