This blog post originally appeared on my new MassageMagazine.com Blog.

Massage therapists and body workers have a vast number of reasons for doing what they do. Your list would be different from mine. Long ago I realized what I was very good at and what I wished to specialize in; treating pain. When I broke away from the mold of traditional physical therapy and entered into a world that is more commonly populated by massage therapists, I felt that I needed to educate the world, or at least my small corner of it, what myofascial release was. Not only what it was, but how great it was. I sent out mailings to doctor’s offices, made phone calls and visited those offices. I pleaded for articles in the local newspaper, touting my successes with myofascial release. All of these efforts paid little dividends. My best referral source were satisfied clients (they still are to this day). For what did I wish to be known?

I took some time and stepped back from my “marketing” efforts and realized it was not what I did that was most important, but what I was able to accomplish. I am very good at reducing or eliminating pain. This was what was important to prospective clients and referral sources, not what modality I used. For what did I wish to be known?

Being a generalist is fine. The world needs them, whether it is a physician or therapist. But specialists are also needed and SKILLED specialists are in high demand, again, no matter the profession. Do you have a specialty? How do you market that specialty?  Is your specialty designated by the modality which you use or the skill that that modality gives to you? There is a huge difference between the two and I believe when you make the transition from the former to the latter, your success will shift dramatically as well. For what do YOU wish to be known?

We all compete in a saturated market. Make yourself known. Know exactly for what YOU wish to be known for.

For now,

Walt Fritz, PT

Author: Walt Fritz