I find that most of my clients prefer and enjoy a good firm/deep massage (in fact, it is what they find 'relaxing').  While this is a personal choice issue, I find deep work is effective in 'resetting' muscles, breaking down scar tissue, and reducing muscle spasm.  I have studied several deep tissue techniques (Direct Fascial Techniques with Doug Alexander, NISA, Esalen DT, and sports massage), and have developed egonomic ways to survive its use.
	Working deep on both the shoulder and low back.
Deep pressure sensations vary from person to person, so I work with your feedback to get the pressure right.  The trick is to work effectively without bruising tissue.  You always have the right to ask for less pressure, and I will let you know if I've max'ed out mine.
	Mobilizing the scapula before switching to deep work.