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Two Miles Away

Two Miles Away

By: Cindy
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Two Miles Away is for solo massage therapists who are tired of posting generic wellness content and getting nothing back. Hosted by Cindy Slack - licensed massage therapist of 27 years and founder of Bodywork Media. Each episode is under 20 minutes and built around one idea: your location is your biggest marketing advantage. No influencer tactics. No viral chasing. Just practical, local-first strategies for filling your books with the clients who are already two miles away and looking for exactly what you do.

© 2026 Two Miles Away Economics Marketing & Sales
Episodes
  • Episode 11: The Warm-Up You're Skipping in Your Content

    Episode 11: The Warm-Up You're Skipping in Your Content
    25 Sep 2026

    If every single one of your posts ends with "book your massage here," this episode is for you.

    In this episode, I break down a conversation I had with a fellow MT about why constantly asking people to schedule isn't working, and the three types of content every massage therapist actually needs to build trust before making the ask.

    What You'll Learn

    The 3 types of content you need (and why one alone won't work)

    • Attraction content
      Your storefront window. The relatable, "this person gets me" content that gets new eyes on your account.
    • Nurture content
      Your warm-up massage. The tips, behind-the-scenes, and face-to-camera content that builds trust before you ever ask for the sale.
    • Sales content
      The actual ask. Showing people how to book and giving them the link.

    Why your call to action isn't always "book now"

    A call to action changes depending on the job of the post. A nurture post might ask someone to save it for later or send it to a friend. An attraction post might just ask for a follow. Sales posts are the only ones that should be pointing people toward your booking link.

    Why generic marketing advice doesn't fit your business

    Most content advice online is built for big online businesses...not a solo, local, brick-and-mortar massage therapist. Piecing together bits of that advice can leave you missing big parts of the picture without realizing it.

    Favorite Quotes from This Episode

    "Someone just found you. They don't know anything about you...and you're already asking them to schedule?"

    "That's like skipping the warm-up strokes and going straight in with an elbow to the piriformis. It doesn't feel good."

    "A call to action doesn't just mean book a massage."

    "Your attraction content is your storefront window. Nurture content is the warm-up massage before you get into deeper tissue."


    Want This Done For You?

    If you're realizing you've only been posting one of the three types (probably sales), the Post Like a Local content club inside Bodywork Media has this built in for you: four weekly posts already balanced across attraction, nurture, and sales, with fill-in-the-blank captions built on the PLACE framework.

    Doors open soon, join the waitlist to be first in line.

    Listen to the full episode above, or wherever you get your podcasts.

    Find me on Instagram: @massage_marketing_done_for_you
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    9 min
  • Episode 10: P Is for Profession (Or Person): Closing Out the PLACE Framework

    Episode 10: P Is for Profession (Or Person): Closing Out the PLACE Framework
    10 Sep 2026
    P Is for Profession (Or Person): Closing Out the PLACE FrameworkWe made it to the last letter. This episode closes out the PLACE framework with P (the letter the whole acronym actually started with) plus a real Instagram/Google update you can go check for yourself, and the answer to a question a fellow MT asked: "How do you actually know all this stuff?"TakeawaysP is for Profession or Person Your client's job, or how they identify even when it isn't a job title. Sometimes it's literally "nurse" or "hairstylist." Sometimes it's "marathon runner," "new mom," or "caregiver for an aging parent." Either way, you're speaking to who this person is, not just what hurts.P is the lens the other four letters get pointed throughLocation, Activity, Complaint, and Emotion all get sharper once you know exactly who you're picturing when you write.PLACE is an engine, not five separate content ideas Run one client...say, a mail carrier...through all five letters and you get four completely different pieces of content from a single identity.Instagram + Google Search Console can now connect directly No website required. You can see the actual search terms leading people to your posts and reels, which means you can finally verify whether your local-language captions are working instead of just trusting the process.There's no single secret to "knowing the algorithm." It's two decades of stacked, hard-won experience: formal marketing education, working with business coaches, over a decade running Bodywork Buddy from scratch, ten years teaching Ashiatsu, and a lot of trial and error.P: The Lens Everything Else Points ThroughCompare these two captions:"Do you carry tension in your shoulders?""If you're a hairstylist standing in a chair eight hours a day, your shoulders are probably done with you by 3pm."The second one stops the scroll because it isn't talking to everyone with shoulder tension, it's talking to her specifically, almost by name, without ever naming her. That's the whole job of P: it's the identifier (job or identity) that turns generic content into content that feels like it was written for one exact person.The Instagram + Google Search Console UpdateThis builds on something from Episode 5: Google can index your Instagram bio, the first line of your captions, and on-screen reel text - meaning that content can surface in Google search results, not just inside the app.What's new: Google Search Console now supports "platform properties," so you can connect your Instagram account directly, without needing a website, and see the real search terms, clicks, and impressions driving people to your posts and reels. In other words, you can now actually verify whether writing your captions like mini blog posts, with client language and location-specific keywords up front, is working. A walkthrough tutorial on reading these results is coming to the Bodywork Media membership."How Do You Know All This?"A colleague recently asked how this all gets figured out...studying the platform, the algorithm, or something else. The honest answer: it's a stack, not a shortcut.Formal marketing education and ongoing work with business coachesOver a decade bootstrapping Bodywork Buddy (co-founded in 2009) learning software, SEO, and social marketing out of necessity, long before online scheduling was normal for massage therapistsTen years as an instructor for Deep Feet under Ruthie Hardy, teaching Ashiatsu - because teaching forces you to break something complicated down into what a busy massage therapist can actually use between clientsYears of trial and error, some of it "pretty damn embarrassing," long before social media existedThat combination (hands-on practice, tech, teaching, and marketing) is where the PLACE framework itself came from.The One Thing (Series Finale Edition)Since this closes out the series, the exercise is bigger: pick one client, real or fictional, and run them through all five letters, right now, in your notes app:P: Who are they? Job or identity?L: Where do they live, work, or hang out?A: What were they doing when the pain started?C: What words would they use to describe it (not the clinical terms).E: How did it feel before, and how did it feel once it got better?Five minutes. Five pieces of content. One real person.Up NextThat's the full PLACE framework: five letters, ten episodes. Next up: more ways to increase visibility for your practice and reach local people online. And soon, more on putting PLACE to work inside the Bodywork Media membership.Want the free guide that ties this whole framework together? Comment TWO MILES on any of my Instagram posts (@massage_marketing_done_for_you) and I'll send it straight to your inbox. Find me on Instagram: @massage_marketing_done_for_you
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    15 min
  • Episode 9: Why Massage Marketing Should Speak to Feelings, Not Facts (PLACE: Emotion)

    Episode 9: Why Massage Marketing Should Speak to Feelings, Not Facts (PLACE: Emotion)
    2 Sep 2026

    A "life coach" once left a comment under a massage therapist's reel saying she'd never book with an MT who "posts about her clients personally." Cool story… except that's not even close to what was happening.


    That mix-up is the perfect way into E in the PLACE framework: Emotion. This episode is about the difference between exploiting a client's story and simply understanding one - and why the second one is what actually gets your local content to land.


    Takeaways

    • Emotion means feeling, not diagnosis. You're not marketing the ache, you're marketing what it feels like to carry it.
    • Specificity about an experience is not disclosure about a person. You can describe a feeling in vivid, exact language without ever naming who it belongs to.
    • Pattern-recognition is your job. Psychoanalysis is not. This episode draws a clear scope-of-practice line: noticing what your clients' bodies and words tell you is within your lane. Prompting clients to process trauma or turning your table into a couch is not… that's out of scope for most massage therapists.
    • "She gets it" is the whole strategy. When a caption makes someone think "wait, that's me," they're responding to feeling seen before they've ever met you. That's not a sales pitch. That's local marketing at its best.
    • Privacy is non-negotiable. No identifying details, no traceable timelines, no "my client who just went through X" even softened. Speak to the pattern, never the person.


    The Story

    This episode centers on Jessica, a massage therapist who's been leaning hard into consistent, specific local content. Jessica posted a reel about something she does intentionally in her marketing: she uses her clients' own words (their language, not their names or stories) to describe what people are feeling when they walk through her door.


    Her clients have told her, unprompted, that it's exactly why they booked. Some have repeated her own captions back to her almost word for word, because something she wrote described a feeling they hadn't been able to put into words themselves.


    Here's the caption that sparked the whole episode:


    "Massage is personal. That does not mean your personal business becomes my content.


    My clients tell me all the time that they see themselves in what I post. Sometimes they repeat my own words back to me almost verbatim because something I said described exactly what they were feeling.


    That is intentional.


    I pay attention to people. I notice patterns. I speak to real experiences without sharing the private details that belong to someone else.


    If you keep watching my content and thinking, 'She gets it,' you may already know who you need to book with."


    The One Thing (Live Segment)

    Think of a phrase…an actual sentence… you've heard from more than one client over the years. Not a diagnosis. A feeling sentence. Something like "I feel guilty even booking this for myself."


    Strip out anything that ties it to one specific person, then hand the feeling back in a caption line:


    "You are allowed to book something just for you. No milestone required. No permission slip needed."


    No names. No timelines. Just the feeling, translated. That's Emotion in PLACE done in about fifteen seconds. Try it with your own phrase this week.


    Up Next

    We're closing out the series with P: Profession, the last letter in PLACE.


    Ready to bring this whole series together? Comment TWO MILES on any of my Instagram posts and I'll send the free guide straight to your inbox.



    Find me on Instagram: @massage_marketing_done_for_you
    Show more Show less
    9 min
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