Better Massage & Spa Brochures with The 3 Step Approach

Too many massage and spa brochures are more like restaurant menus than an invitation to a massage.

Massage Therapists are even more guilty of this than spas.

It's fine to let people know all the services and different modalities you offer, but a brochure is simply not the right medium to get this done.
Now, you might
be thinking, well, if they're in the market for a massage then they'll want to see all my services.
This is partially true.

If the person receiving your brochure was just about to call a massage therapist to inquire about a particular modality, then you've got them! Now how many of those prospects are you going to reach?

Not many.

Your brochure has less than 3 seconds to do it's first job...

Step 1 -Get the Reader's Attention

People are so bombarded with marketing these days that their attention spans are short for any kind of advertising.

Your marketing piece has only seconds to strike a cord with the reader...you must reach an emotion.

According to Robert Collier, one of the all-time great copywriters, these are the 6 major motives for human action:

• Love
• Gain or Greed
• Duty
• Pride
• Self-Indulgence
• Self-Preservation

Can you guess which of these motivators apply to your practice?

Marketing Massage is all about either Self-Indulgence or Self-Preservation.

Self Indulgence is basically your "Relaxation" marketing approach, whereas the Self-Preservation trigger could be ingnited by discussing the healing benefits of treatment.
Let's assume you're trying to hit the Self-Indulgence hot button.
The best thing you can do with the limited space you have on your brochure (and keeping in mind the three seconds you have to get attention) is to evoke an image of Self-Indulgence and gratification in the readers mind.

The easiest way to do this is with an photograph of another person who's right in the middle of this emotion themselves!
Combine this image with a three to five word headline that enforces this motivation and you've probably got their attention now.

Step 2 - Make an Offer

The rest of the brochures job is to Make an Offer and insure it gets read.

Your market is mostly people who have never had a massage before.

For these people, deep tissue or Swedish may have little or no meaning.
Sell the "Sizzle" not the "Steak" as the old axiom goes.
So stay away from clinical terms and pictures of people with their head face-down in a headrest (it's just not inviting for first-timers)

Advertising science has taught us for years now that people don't really buy "things"...they buy the results they get from those things. People don't buy a "massage", they buy the feeling of relaxation they have when they leave.

They buy the pain-free, invigorating experience.
They buy the companionship they enjoy in the conversation they have with their therapist.
They buy the peace of mind they feel in knowing that they're doing something positive for their health.
They buy the stress relief they enjoy for a while afterward.

Your brochure offer should speak of beneifts and use the word YOU several times to help the reader build a personal interest in getting these benefits. And keep the words to a minimum.

Think benefits.

Make the offer irresistable.
You don't even have to sell your "service" here. You can sell a free evaluation and make the price FREE - that's an offer.
You could offer an invitation to a group demonstration with complementary beverages...that's an offer too, and one that's easy to accept.

Get creative with your offers, but don't expect the limited space you have on a brochure to be able to sell like you could if you were speaking with someone person-to-person.

Make the offer one that's easy to say YES to.

A good honest testemonial or two that lends credibility to your offer could go a long way too.

Step 3 -Ask the Reader to Act Now

People procrastinate, so it's important to limit the availability of your offer.
You can limit it by the lenght of time it will last or the quanitity available,etc. Entice your reader to act right away. Make it easy for them to act right away.

What's easier than picking up the phone?
I'd suggest making a phone call the method of acceptance of your offer - because it's easy. Alternatively, a self-addressed brochure reply card can work well too.

Make your brochures..."inviting" and lets leave the menus for lunch and dinner orders.

from the Staff at MassageLaunch.com - Everything You Need to Grow your Practice for About $1/Day!