P Is for Profession (Or Person): Closing Out the PLACE Framework We 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?" Takeaways P 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 through Location, 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 Through Compare 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 Update This 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 Next That'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
