12 Days of Money Challenge for Massage Therapists - Day Ten

Let’s go—day 10!

Yesterday, I discussed creating a waitlist, a last-minute availability list, or both. Today, we’re going to take it a step further. To really fill those open spots and maximize your income, consider "sweetening the deal" for people who take those last-minute appointments.

This doesn’t have to be a big gesture; it can be something small yet meaningful. For example, you could say, “If you book one of these three spots by the end of the day, I’ll add 10 minutes to your session.” For a client, ten extra minutes is a big deal. For you as a therapist, it’s not a huge addition, and it’s easy to accommodate. Other options might include adding a CBD treatment, hot stones, or something with high perceived value that doesn’t cost you much or take extra effort.

Many last-minute availability clients are on a tighter budget, so they appreciate the feeling of getting something extra or a great value. That’s human nature. From a marketing perspective, people love what feels limited or exclusive. Even if you have a lot of availability coming up, you can highlight just a few specific times you want to fill. These might be times that are back-to-back with other appointments, making them your priority.

This creates the perception that you’re in high demand, even if you’re not fully booked yet—and that’s okay. It’s not unethical; it’s about putting your best foot forward. You’re encouraging people to take action by tapping into their fear of missing out (FOMO). That feeling of “I’m going to miss out” works. It’s why so many sales platforms use countdown timers, labels like “best price” or “price ends soon,” and similar tactics. As massage therapists, we can apply these strategies ethically to build our businesses. If it works, use it—simple as that.

So, sweeten the deal and apply some FOMO the next time you offer last-minute appointments. You can communicate this through email, text, social media, or any channel you use to reach your clients.

If you don’t have any open spots today or are already fully booked, this might be something to plan for the future. Take some time to think about and organize ways to sweeten the deal, so you’re ready to test them out. See what resonates with your massage clients and adjust as needed.

If you’ve already worked through your waitlist and last-minute availability list, you can extend this offer to your full client list or social media following. The key is experimenting, having fun, and seeing how it feels for you and your business. You might discover different strategies that work well for your unique client base.

Keep going! I’ll see you tomorrow for the next-to-last day of the challenge. Check out the Massage and Spa Success Club if you haven't already. I’d love to see you there!