With the economy continuing to worsen, almost by the day, many massage therapists are becoming more and more concerned about the future of their practice, income, and livelihood.

Questions like, “Are people going to be able to afford massage therapy” and “What the heck’s going to happen to my practice in the future” are only some of the thoughts and concerns many therapists are dealing with. And rightly so. The economy IS terrible and it IS more difficult than ever to be a successful massage therapist. However…

It’s in times like these that fortunes are made!
It’s times like these that separate the “real-deal” from the “ordinary and average”.

I believe that wholeheartedly because history has proved it time and again.

The question is… do you?

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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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