Dan at The Practitioner’s Journey writes, “I could describe our clinic this way: we’re the most expensive, we offer the most inconvenient hours, we have the worst parking, Every one of those is true. But I’m not going to focus on them. Why? Because faced with the decision to talk about our crap parking or our ability to resolve chronic problems that no one else has been able to, I’ll pick the latter.”

Go, Dan.

Ask yourself. Do people care that your massage costs $10 more if they are going to feel great afterward? Are they going to care they have to schedule during work hours in order to get in to see you? Or that they have to park two blocks away? Well, a few will. And some will wish it was cheaper or more convenient — and then forget about it after a session or two that really help them.

You know what makes your work great. If you don’t, better ask. Why do your clients come back? You want to emphasize this in building your practice. Don’t just get a gorgeous business card with your business name in gold letters. Say on the card you resolve chronic problems — or whatever it is you do best.