A massage yellow pages ad can work great. It can bring you lots of new clients and be very profitable. The yellow pages are very unique in that almost everyone who is looking up massage is ready to schedule.

But almost every other therapist in your area is also listed in the yellow pages for this reason, so there is a lot of competition for that targeted market. But believe it or not, all of that competition can actually be an advantage you can turn to your favor, if you do it right.

Next to web sites, creating a really profitable massage yellow pages ad is the second most difficult and complex marketing task you are faced with. The are a lot of variables to get right. And if you are going to do it, you need it to be right because it is also probably the most expensive marketing you will ever do!

This definitely is a case where the way you do it makes all the difference. So to say that yellow pages works or does not work, may not be the case, unless in your area the yellow pages ads are not professional.

And that is one of the first things to evaluate before you commit to a year long yellow pages contract. When you look in your local yellow pages, what types of ads and listings do you see? Are they mostly professional, or does your area also have a lot of “sensual or erotic” ads. If there are a bunch of those ads, you might consider not spending your money on a yellow pages ad because your target market is more diverse than you want.

Once you have decided to do a massage yellow pages ad then you want to create a very successful ad.

What makes a successful massage yellow pages ad? If it pays for itself every month that is the breaking point. So if it costs you $50 a month and you get one client, it may be worth doing, because a decent percentage of those clients will come back many times over the year. But you should expect a well placed ad to do much better than that. I have seen a single therapist pay over $200 a month and it has not only paid for itself, it was very profitable. There are cases where you do have to spend more to stand out. And biting that bullet can be scary.

Start by contacting the primary yellow pages for your area and find out the deadline and request a pricing sheet, with size and color details. Study the different options available to you. Then study what everyone else is doing in your area. Don't copy them. Image how you can position yourself to get noticed the most by your target market. Try to think about this from your client's perspective.

Here are a very important tips that will help with your massage yellow pages ad.

Tip #1
Don't let your yellow pages company design your ad. They do it quick, to a fixed format that almost guarantees that you will look like everyone else. The yellow page designers are really pressed for time and they tend to use the same pictures over and over. Besides, they don't know your business or your customers like you do. Figure everything out that you want, then have a professional designer make it like you want.

Tip #2
Don't put your name and logo as the first big thing in your massage yellow pages ad. New clients 99% of the time are not looking for you specifically. So ask yourself, what are they looking for?

Tip #3
Avoid technical jargon that only other therapists understand. Most of the names for specific modalities are almost meaningless to most people looking at your ad. Make your massage yellow pages ad very simple to understand by anyone.

Tip #4
Focus on your client benefits – the reasons they want a massage, pain relief and relaxation, etc.- and the benefits of your service, location, hours, payment methods, etc.

Tip #5
Focus on what makes you unique. People are looking for reasons to choose one therapist over another. Give your type of client clear easy reasons to choose you.

Tip #6
Carefully evaluate the other ads. Go back a couple of years. Look at the progression. If certain display ads appear year after year, you can make a pretty good bet that they are profitable. Think about how you will get noticed with your massage yellow pages ad. If you are not noticed, you will not get calls. So it may be more profitable to spend more, then to spend less. A small ad that is not profitable should not be run. A big ad that is profitable should be. A small ad that gets lots of calls from your target market is the best of all.

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