If you’re at all like me, you’ve been paying close attention to the two presidential candidates and the promises each have been making.

Personally, I don’t watch much TV. But, when I do, it’s typically “Hannity and Colmes” or Glenn Beck or one of the other political news programs.

As a marketer, I’m not only interested in what they have to say about their policies and values for my family (and chiropractic), I’m also fascinated with how they campaign and position themselves to Americans. There’s a treasure trove of marketing and practice-promotional nuggets we can reap from even a cursory observation of what we see from both campaigns.

For example, one thing both campaigns attempt to do… often times quite poorly… is align their candidate’s message with the what American’s are thinking and feeling.

In other words, advisors behind both of the presidential parties understand that in order for their candidate to deliver a powerful and impactful message, its contents need to line up with what is already important and relevant to people.

This is a powerful persuasion idea that marketing legend, Robert Collier, coined years ago within the advertising world as “entering the conversation already going on in the mind of your target audience”.

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Nobody can deny…

The economy is going BONKERS right now.

Between the ups and downs (or, more like ‘downs and downs’) of the stock market, the continuous news reports about the ‘credit crunch’ and ‘economic crisis’, and now, the world markets going haywire around us, it’s no wonder massage therapists are scared about the future of their massage practices.

But, how is the economy truly affecting massage therapists?

Is it hurting therapists?

I mean, that would seem logical on the surface, right?

“If people have less money to spend, than I’m sure the last thing on their mind is getting a massage”, is the typical thought process amongst therapists.

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Many massage therapists are sitting on untapped profit centers, without even realizing it. There’s a simple, work-free way to generate additional income every month… maybe even every week… that few massage therapists realize. I’m talking about a way to deliver additional needed value to your clients, while generating extra cash flow for your practice and income for yourself, with you doing very little work, if any.

The profit center(s) I’m referring to is a form of strategic alliances that allow you to leverage the knowledge of other local professionals.

Let me give you an example of how this could easily work for you:

First, you begin by surveying your clients to find out what health, wellness, fitness, or nutritional information they are most interested in.

As a side note, you should be surveying your clients on a regular basis, regardless of whether you use this “zero-work profit center” method or not. Regular surveys give you the opportunity to uncover any unmet needs of your clients, and hence open up an opportunity for you to fill those needs with an additional product or service within your practice.

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“Please daddy.”

“Pretty plllleeeeaaaassse daddy, with birthday cake and 100 diet cokes on top!!!!!!!”, my youngest daughter pleaded with me in our backyard, clawing at my t-shirt to throw her in the air again.

Oh, how savvy (and relentless) these little ones naturally are when they want something, right?!

My daughter knows exactly what my vice is – those nasty diet cokes – and used it quite nicely, I might add, in her quest to get one more toss into the air.

“Alright, come here”, was my “aw-shucks, daddy-is-too-weak-to-say-no-to-that-kind-of-request” response to her.

And up in the air she went again.

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“Nothing Can Stop A Trane”.

That’s what I read this morning on the side of a big white truck, as I was pulling out of the health club parking lot.

“What the heck does that mean”, I thought to myself.

“What are they selling?”

Luckily, I was able to catch a glimpse of the company name also on the side of truck.

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