How to Build Credibility for Your Massage Practice: Part 2, MASSAGE MagazinePublic speaking is the number one fear amongst adults, yet a necessary component of establishing your platform and ultimately your positioning as a thought leader in the alternative and integrative health-care industry. Think of it this way: Each time you stand in front of an audience it is only one hour of your life. I don’t know about you, but I can do just about anything, no matter how fearful I am of it, for an hour. Particularly when you know that the payback will be tenfold—credibility, netweaving, possibly even a new client or two.

Get testimonials from clients. At the end of the day, people look to their peers for advice on who’s who in selecting a trusted partner-–such as an alternative and integrative health-care practitioner—to consult with. Peer testimonials typically carry a lot of weight, simply because if the client feels you can help someone else in their same situation, certainly you can do the same for them.

In addition, there is always the realm of exposure and credibility that comes from a strong public relations strategy expertly executed. No, we’re not talking about blitzing the media with press releases on new clients and new hires (although there is a place and a time for that). We’re talking about an integrated approach that enables your practice to build awareness, establish modality expertise and pave the way for your massage practice within your respective markets.

What does all of this mean at the end of the day? It’s about thought leadership and how your potential clients view you within your modality. After all, people want to know when they put their trust in a practice that your word is more than just your word. While it would seem self-serving to walk around blowing our own horn, it is considered a third-party endorsement when others speak highly of your speaking engagements, your commentary as quoted in publications or your newly published book.

To read Part I, click here.

Randi Drinkwater, MASSAGE MagazineFor more than 25 years, Randi Drinkwater has successfully spearheaded high-impact marketing solutions for such global companies as IBM, Cisco Systems and WorldCom/MCI/UUNet. Today, Drinkwater resides as CEO for Alternative Growth Streams, ( a marketing-membership Web site designed exclusively to empower alternative and integrative health-care practitioners to grow their practices and get more patients/clients. She is well known and respected throughout the industry and is the recipient of the “BPAA Atlanta Peach” and “Southeast Addy” award for marketing excellence.