So what should the therapist be aware of when setting up the experience? To begin with: an insincere therapist is fooling no one. The therapist will inevitably betray their true feelings in the subtle slipping of tone, gesture and body language. A conflicting facial expression of greed, impatience, boredom or phoniness can escape in a moment; with lighting speed, the therapist reels it back in---- too late. In the concentrated environment of the treatment room, there are no distractions. For as long as the session takes, there is the intimacy of awareness where insincerity is found out.

When the therapist gives into sincerity, barriers are down, the treatment is less work, time goes by faster and both client and therapist have a relaxing session. This carefree atmosphere would be unattainable if the therapist were engaged in any commercial shortcuts.

Advertise what is actually being offered. Do not imply or advertise that which is not. Attaching conditions later to offers being made now (for example, offering a free half hour introductory massage when it is really 20 minutes of hot packs, 5 minutes of massage and 5 minutes of waiting on the table) is dishonest. Some client may not say anything but they still know it is a scam, find it offensive, and not return.

Even the name of the business can help or hurt promotion. One beauty parlor is called the Salon Medusa. Medusa was a monster so frightening that a single glance at her turned a person into stone. This doesn't sound like a good name for a beauty salon! On the other hand, the name could be meaningless--the Bodyzone. Cute, but does it do anything for the customer? Feel Good Therapy or Warm Hands Clinic--these paint a picture in the client's mind and actively promote the business (starts selling) before the client even calls or sees the therapist.

If the client asks the therapist's credentials, they should be given correctly without deceit. Do not try to hype the impression given to the client. Avoid gimmicks or ploys. Post prices plainly in sight. Either it's tangible or it's not.

Schemes in today's commercial world are common. For example, a free credit report advertised on the net has resulted in one person's six month fight to get a $69 credit service off their bill. A computer center with an unprinted warranty may say only the hardware is protected--and every problem is caused by bugs in software. The therapist need not participate in that behavior. The massage and body worker should not live in that world.

Some clients may become addicted to massage. If the therapist notices a frequent customer enduring financial strain, the therapist should wean the client. The therapist can say "Let me make you an appointment for--- on some date farther away than the client's normal return date.

The selling of other products should be reviewed. Products being sold need to be appropriate to the client. The possibility the client may be interested simply in massage or other bodywork and no other commerce must have consideration. The Alberta Registered Massage Therapists Society has a proposed ethic which would seem to suggest the sale of products is unethical: "refrain from using professional credentials to promote or discuss commercial products or services."

While the selling of other products may be desirable for added income, care should be taken not to push the product, making the client feel obligated to buy. If products are nicely displayed, along with information pamphlets and prices clearly visible, that should be enough. Pushing a product makes the client feel obligated and maybe even resentful. It looks bad for the profession, as well. Avoid carrying useless "snake oil" products and products that clearly belong to another venue.

Discussing client's personal affairs with others is gossiping. It is necessary to treat personal information received from a client as confidential (see chapter 17). It is best not to participate and lead the conversation elsewhere, preferably into silence. One does not have to woo the client with conversation; good hands and a good treatment are all that is necessary.

In the relative intimacy of the therapist-client relationship, some clients may begin to feel an attraction for the therapist. While it is apparently possible to date a client, it is clear from the Standards of Practice (NCBTMB Standards of Practice V (d)) that in order to engage in a sexual relationship with a client, the therapist must cease to see the client professionally and thereafter wait six months.

The Alberta Registered Massage Therapists Society had proposed ethics saying it was a conflict of interest for a massage therapist to use "position, authority or privileged information to Obtain an improper benefit personally, directly or indirectly, or Obtain an improper benefit for a friend, relative or associate." Certainly coercing a benefit from a client by revealing the status of client or other confidential information is a conflict of interest.

In any industry, there are connections being made. The massage and body work industry is no different except it is inappropriate for therapists to discuss their personal problems with a client or to ask or hint for favors.