#1 Massage
Marketing Tip?
Use Headlines -
Not Your Name

Massage Marketing Bones #6

Why is using a headline the most important massage marketing tip? And why is not using a headline the #1 marketing mistake made by all businesses, and in particular massage therapists? The reason headlines should be used is because they work, and they are what your potential clients want. Up to 90% of the success of your ad is based on your headline.

The amazing thing that marketers have found out is that by changing the headline alone, you can see anywhere from 30% to 100% to amazingly a 1000% increase in your return rate. This is without changing anything else in the ad. That is how utterly important your headlines are, and why they are the most important massage marketing tip.

Headlines sell! And if you are not using a headline at all, but instead are using your name, or logo, you are likely throwing away 90% of your potential return from your advertising.

Why? Your headline is the ad that sells your ad. It is the first thing your potential client is going to see. You have just a moment to grab their attention with your advertising, and your name and logo isn't going to do it.

Your headline has to address the "what is in it for me" question. Why should I stop what I am doing and read your advertisement?

For our goal of creating Client Problem Solving Marketing, using headlines fits right in as a good massage marketing tip. One of the major problems all your clients have is that they are overwhelmed with advertising. They encounter it everywhere. Clearly stating the benefits of your service helps them with this problem. You cannot expect them to read your advertising without giving them a great reason to do so. A beneficial reason.

So how do you create great headlines? What do they look like?

Great headlines have three main parts:

  1. It is impossible to create a good headline without someone in particular that you will be helping. Your headlines must address a target market. You are going to be speaking one-on-one with a group of people who all have a similar problem that you are going to solve.

  2. Once you have figured out your target market you need to clearly state the primary benefit you are offering to this group of people. The primary problem that you can help solve for them.

  3. The headline should give this group of people a reason to read the rest of your advertisement. It should be enticing. Remember that the headline is the ad that sells the ad.

Let's say a part of your business focuses on helping professionals with desk pains. So that is the target market of your next advertisement. And the primary problem solving benefit you can offer them is immediate and lasting pain relief at their work desk.

So you create a headline that reads:

Desk pains in your back, shoulders or arms? Discover guaranteed lasting pain relief.

A headline like this grabs the attention of anyone with the problems of desk pains. They are very likely to read the copy of your ad where you describe how massage can help those specific problems.

Continue - Headline Success - Page 2

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