How to Write a Successful Massage Ad
If you’re a massage therapist looking to attract more clients, being able to write a successful massage ad when you need to is crucial.
Not many massage therapists are truly aware of the power of online advertising – particularly with social media. Endless potential clients are scrolling through their feed all day, why not grab their attention and make them aware of your massage business while they’re at it!
Figuring out and getting good writing massage ads is the cornerstone of what enabled my wife and I to go from zero clients a few years ago when we opened our 2-room salon inside of our gym, to getting to over 200 appointments per week in a new 7-room standalone location 2 and half years later.
Sure we had to make sure our team delivered great results, outstanding customer service and a lot more, but without those social media ads, we’d be nowhere near where we are today with a team of 10.
Maybe you’re interested in getting online ads working for your massage business but aren’t sure where to start? Don’t worry, I’ll walk you through the steps to creating a successful massage ad that will help you attract new clients and grow your business.
Before You Start Writing A Successful Massage Ad
Where Are You Going to Advertise?
The first step in writing a successful massage ad is to decide where you’re going to advertise.
In today’s online landscape there are endless options. The most popular for massage therapists are social media platforms such as Facebook, Instagram and now TikTok is starting to be a viable option. However, you could also try advertising offline in local classifieds or online directories – getting good at writing ads is a skill that translates to all mediums.
Each platform attracts a different crowd or “demographic” and has unique strengths and weaknesses. For example, Facebook is an older platform so tends to attract a more mature user base. TikTok in comparison is a much newer platform so attracts younger users, however this isn’t a hard rule as some older aged people are definitely on TikTok.
A good rule of thumb is to choose the platform that’s right for you and your target audience.
Defining and Understanding The Target Audience For Your Massage Ad
Once you’ve decided where to advertise, the next step is to really hone in on who your target audience is. It is a good idea to look through your regular client list to get a better idea of who your ideal customer is.
Ask yourself, who are the people you want to attract to your massage business?
What are their needs, wants, and most common ailments?
Once you understand who your target audience is, you can create a massage ad that speaks directly to them. This will make your ad much more successful.
Creating Your Offer
One you know who you’re creating the advertisement for, it’s time to work out what to sell them.
This is called creating the “offer”.
The “offer” or package you are selling should be created with your ideal client in mind. For example, it could be a discounted offer for first time clients. Or free extras as a special bonus for your most common type of massage.
Whatever your offer is, make sure it’s irresistible to your target audience.
Writing A Successful Massage Ad
Use Language That Speaks to Your Specific Audience and Their Problems
When writing your massage ad, use language that speaks directly to your target audience and their problems. Use words and phrases that they can relate to, and highlight the benefits of your massage services. For example, if your target audience is athletes, mention how your massages can improve their performance and help prevent injuries.
Write an Attention-Grabbing Heading
Your heading is the first thing potential clients will see, so make it attention-grabbing and memorable. Use action-oriented language and mention the benefits of your massage services. For example, “Relax, Rejuvenate, and Recover with Our Expert Massage Services”…
Or “Attention Townsville Runners & Cyclists”
Using an Image to Get Attention, Build Trust, and Convey the Message
Another important element of a successful massage ad is the use of an image. The right image can grab potential clients’ attention and build trust in your massage services. It’s important to choose an image that is relevant to your message and visually appealing.
For example, an image of a person receiving a massage in a spa environment with candles burning can convey relaxation and stress relief. On the other hand, if the photo you are using in your ad shows a brighter, more clinical setting it can appeal to a different audience.
Additionally, smiling and looking at the camera can help build trust in your expertise and professionalism.
What Do You Have for Them?
After grabbing their attention with your heading, it’s time to explain what services you have to offer. Be clear and concise, and highlight the benefits of your massage services. Make sure to mention any special offers or promotions you’re running.
How Can You Help Them?
In addition to explaining what you have to offer, make it clear how your massage services can help potential clients. Address their specific needs and pain points, and explain how your massages can provide relief and improve their overall well-being.
Why Should They Listen to You/Take Your Offer?
To convince potential clients to take action, it will help to provide them with a compelling reason why they should listen to you and take up your offer. Highlighting your expertise and experience as a massage therapist, as well as mentioning any qualifications or certifications you have will be beneficial here. Also, you can mention positive reviews or testimonials from satisfied clients.
How Can They Get It?
Finally, make it clear and easy for potential clients to take advantage of your offer. Provide clear instructions on how to book an appointment or take advantage of any special offers. Include your contact information and any relevant links or resources.
Tracking The Results Of Your Massage Ad Campaign
Many massage therapists are not aware of or even miss this crucial step, but tracking the performance of the ad is arguably just as important as creating the ad.
It’s important to monitor the metrics to ensure that your ad is actually working in line with your goal, and if you should keep it going or turn it off and make adjustments.
It can be technical to get a full understanding on every metric in the Google or Facebook ads manager but the main metric will be how many people are taking your offer and how much each offer-take is costing. Then you just compare that to what you are willing to pay to gain a new customer. This will be based on how much you charge and how good you are at retaining clients.
Past that it can also be useful to measure things like Click Through Rate (CTR), and Link Click Cost.
To track your ad’s performance, you can customize the columns inside Google Analytics or Facebook Ads Manager. These tools provide valuable insights into how your ad is performing and who is engaging with it.
Optimizing Your Ad
Optimizing an ad means making changes to improve the results. Looking at the “metrics” or numbers helps you know where your ad is doing well and what could be changed to make it better.
A common example might be if your lead cost is high, then we work backwards to figure out what could be causing it.
If the CTR% is very low then there is something wrong with the headline or image. If the link click cost is higher than usual, then it means there is a problem with the ad text or the offer causing not enough people to take action on claiming the offer.
These are all variables that could be changed or “tested” to see what works better. If you can’t figure out the issue, you might need to ask your existing customer base what it is they really want from a special offer.
Keep testing and making changes to get the best results.
Conclusion
Even if you have never created an ad for your business before, now is as good a time as any to start.
Making a good massage ad means knowing who your ideal customer is and what they need and/or want most.
When crafting your ad, use words that are easy to understand, get attention, and solve their problems.
Don’t forget to check how your ad is doing by measuring the results. Constantly monitor the performance of the ad and make changes if needed.
By following these instructions step by step, you can make an ad that people respond well to, and ultimately get more clients for your massage business.
If instead of figuring out ads on your own you’d just prefer to just copy and paste massage ads that are already proven to work, then right now you can get access to my ‘7 New Massage Clients In 7 Days’ social media program where I’m giving my tried and tested ads for you to use.
These are the exact same ads that I’ve already used to fill up our 10-therapist team, which by copying them will save you months and hundreds of dollars in figuring it out on your own.
Hundreds of massage therapists from around the world are already using these ads along with everything you’ll also need that I’m providing including strategies to eliminate no-shows, rebooking scripts, done-for-you social media posts and emails, and a lot more!
Learn more about it and see success stories from other therapists here: https://www.moremassagebookings.com/7-new-clients-in-7-days
– Kurt