Chapter 27:

Advertising


"advertise in a manner that is honest, dignified and representative of services that can be delivered and remains consistent with the NCBTMB Code of Ethics."

--NCBTMB Standards of Practice IV (g)


"advertise in a manner that is not misleading to the public by, among other things, the use of sensational, sexual or provocative language and/or pictures to promote business."

--NCMBTMB Standards of Practice IV (h)


Luigi Pirandello (1867-1936) said it best when he said, "I present myself to you in a form suitable to the relationship I wish to achieve with you." It was not so long ago that in some circles in the U.S the word massage had a sexual connotation. If a person said they were a masseuse, eyebrows would raise. In fact, the title "massage therapist" became popular because rewording helped the public make a transition in their thinking. Now they are massaging in beauty salons, on the beaches, in airports, and everyone wants one. But how did that come about?


It was the determination of forbearer therapists to educate the public about the true nature of the industry which brought it to the mainstream. It would be a grave injustice to all those people who paved the way if their descendants got sloppy now.


Aside from referrals, an advertisement is usually the first contact with a client and the only one with the general non-client public. Therapists who fail to set a good example injure their own profession. This may come back to haunt them later.


A way to begin is checking the company one's ad is keeping. There may be publications with wide circulation but containing advertisements which are undignified, suggesting activities which are inappropriate. These magazines or newspapers should be avoided. The advertisement should exude professionalism so it cannot be misconstrued by the reader. The ad must demonstrate a difference between it and the undesirable companions. The Yellow Pages may lump massage therapists with escort services. Since the therapist's business may depend on the Yellow Pages, there is no choice. But the therapist may want to join with other industry professionals and suggest to the directory company that separate categories be established. (This may also be an appropriate endeavor for massage organizations.) Likewise, the therapist ought not to advertise in a medical journal if the massage is not primarily medical.


Advertise only what is being offered. Because advertisements can be deceiving, the picture and services being offered should be consistent and not misleading or capable of being misunderstood. Care should be taken that the pictures and ad copy cannot be sexually misconstrued. The advertising language should not suggest treatment the therapist or therapist's affiliates are not qualified to offer. Succinctness is desirable; saying exactly the therapist's qualifications prevents error. The purpose of the advertisement is to generate business; this should be done professionally and without disguise. Clients drawn in expecting something from advertising which is not actually being offered are unlikely to return and if they stay the first time, they may become a headache.


Successful professionals do not advertise what is not being offered or which is available only with a hitch. If a free half hour massage is advertised, it should be really free and not contingent, when the client calls or arrives, on the purchase of a package or other such ruse.


To next chapter

Chapters