I think if you're a new massage therapist, your best bet is to market to new massage clients (people who have never had a massage, or rarely have had one). These clients don't know what all the modalities are anyway, and they don't care about continuing education. But they do know what tension feels like, and they do want to feel better! ABMP has two great brochures: "What To Expect During a Massage or Bodywork Session" & "Why Should I Get a Massage?" If you're not an ABMP member, you can buy similar brochures from http://www.info4people.com .Or you can write your own. The goal is to entice people to try a massage, and educate them about the many benefits. Do the same with your adverstising. Focus your marketing on words like Relaxation, Rejuvenation, Tension Relief, Stress Relief, etc. One of our members has a great website, with just this type of focus: http://www.kathrynhackett.com
That's what I did when I first graduated from massage school, and a lot of those newbies became massage regulars.