02/01/2026
Hill #1: Referrals are amazing, but they are not a complete marketing strategy. Referrals are earned after people already know, like, and trust you. When you’re first building momentum, you can’t wait around hoping word-of-mouth magically appears. You need visibility first. Content is how people find you before they ever become a referral source.
Hill #2: Being good at massage doesn’t automatically mean people can find you.
Skill keeps clients. Visibility brings them.
Content marketing bridges that gap. It lets people understand your approach, your values, and your personality before they ever book.
Hill #3: Content marketing isn’t optional anymore, it’s simply the environment we’re in. We live in a world where small businesses of every kind are creating content because that’s how people discover services now. Learning how to show up online is adapting your marketing to the current landscape.
Hill #4: You don’t get better at content by thinking about it, you get better by doing it. Content marketing is a skill. Confidence comes after repetition, not before it. Most people quit right before anything has a chance to work. Consistency is what teaches you what resonates, what converts, and what actually brings clients in.
Hill #5: Bland educational content is no longer what gets massage therapists booked. Posting “3 reasons to get a massage” or “why massage is good for stress” is no longer enough. That kind of content reads like a brochure, not a person. Clients aren’t booking because they learned something new; they’re booking because they resonate with you. What works now is content that shows how you think, how you work, what you notice, and what makes your approach different. Education still matters, but it has to be infused with personality, perspective, and real life, not generic tips anyone (or AI) could write.
If you’ve been posting consistently but it still feels flat or like no one’s actually booking, this is exactly why we created Stop Posting Tips. It breaks down what to post instead of generic educational content and gives you over 180 perspective-based ideas that help people connect with you!
Comment CONTENT and we’ll send it your way 🤍
