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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 12: And For My Final Trick - Sending Clients to the Wrong Address

    Episode 12: And For My Final Trick - Sending Clients to the Wrong Address
    23 Oct 2026

    The other night I googled my own business name, and right there on page one was a MapQuest listing sending people to an address I've never worked at. (Turns out it got mixed up with a long-closed business in town that also has "bodywork" in its name.) Picture a nervous first-timer rushing from work to a 5 o'clock appointment they waited weeks for, asking their phone for directions… and ending up on the wrong side of town.

    That moment got me thinking: we pour so much energy into social media while other corners of the internet quietly shape our business way more. In this episode, we talk about why your Google Business Profile isn't a set-it-and-forget-it directory, and why treating it like one is costing you clients.

    In this episode:

    • Why Google Business Profile (formerly Google My Business) is your storefront, not a directory
    • Social media vs. Google: someone scrolling vs. someone local who's ready to book right now
    • Why one local person finding you on Google beats 100 likes from strangers
    • The three things Google looks at when someone searches for a massage: relevance, distance, and prominence
    • What to fill in on your profile, which words to use, and why reviews (and replying to them) matter
    • The photos nervous first-timers want to see: your entrance, your parking, your room, and you
    • The truth about naming photo files with keywords
    • Describing your location the way a neighbor would give directions, using local roads and landmarks
    • Why the internet has its own version of your business (MapQuest, Yelp, Apple Maps, Bing), and why it's worth checking

    Your one thing this week:
    Google your business name like a stranger would. Is your address right on page one? Your phone number? Your hours? Then check your Google profile: when did you last add a photo or reply to a review?

    Join the Bodywork Media waitlist:
    Members get one 5–10 minute Google Business Boost task every week, so your profile stays active without the overwhelm. It's way easier to keep up than to clean up. Join the waitlist: www.bodyworkmedia.com/waitlist

    Instagram is the conversation. Google is the front door. Go find your two miles.

    Find me on Instagram: @massage_marketing_done_for_you
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    13 min
  • 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
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