So far we have explored low cost ways to attract massage clients, which is particularly important when you are first starting out or operating on a low overhead basis. At some stage however, you may want to take your massage practice to the next level, or wish to attract additional clientele beyond these methods and may look to advertising to do this. Today we are going to explore the attributes of an effective advertisement so you know exactly what to include when planning your campaign.
The four elements of an effective advertisement are:
I.D.E.A.
INTEREST
The most important element in your advertisement is attracting attention. Your headline is the single most important element of your ad. Grabbing attention is best achieved by speaking your prospective client’s problem and using your USP (Unique Selling Proposition). When coming up with headlines, I’d suggest brainstorming a long list and then offering a sample to your target market to determine which they think would most likely attract them. If you haven’t yet come up with a USP, review our last blog about how to market your uniqueness before continuing. Attention can also be attracted using strategically placed artwork, or unusual artwork.
DESIRE
It is imperative that you build a desire in your potential prospect so that they actually want to use your service, or at least give you a call to find out more. After the headline, this is the second most important key to an advertisement that works. The desire element of your ad will stimulate an emotive response in your potential prospect and will offer a solution or ideal outcome that they will want to pursue. Always remember to talk about the client and what they will get from coming to you. Do not talk about all of the services you offer or how wonderful you are! They can find that out at their appointment! You need to get them there first.
ENTHUSIASM
The enthusiasm element is closely related to desire and will naturally lead them into reading the rest of your ad or find out more. If your ad does not build enthusiasm they aren’t likely to move the phase that you really want, and that is –
ACTION!
You have grabbed their interest, whetted the appetite and got them enthusiastic, so now is the time for them to act. You want the to pick up the phone RIGHT NOW and make an appointment. An irresistible offer with a limited time to ad a sense of urgency is highly recommended and will make a difference to the overall response. It is also crucial that it is easy to contact you. Where possible use a landline as well as your mobile and email address if you have one.
Checklist:
Does your ad talk about ‘What’s in it for the prospect’
Does your ad make it clear what they will get?
Are you easy to contact, do you have a landline in your ad?
Does your ad have a sense of urgency so they act now?
Do you talk about the benefits to your client?
Have you tested your ad on a sample of your target market?
Does it look professional and well laid out?
Other things to consider:
Be sure to gauge where your calls are coming from, especially if you are using different methods to attract clients. Ask every new prospect how they found out about you. Be careful that you choose the right mediums to attract clients. For example, it is not much use taking an ad out in the seniors magazine if you are typically targeting an active sportsperson. Once you have found a method that is working for you, stick with it and increase it as much as your budget will allow.
The I.D.E.A. formula can be used for all of your advertising methods including articles, your website and online directory listings, business cards and brochures.
Feel free to email us with your ideas and we will be happy to provide an input and suggestions. Send to: info@vitalityoptions.com.au
Our next blog will explore client retention. How to keep your clients once you get them!
