The 3-Line Rule: Promotional Messages That Work

As you gear up for the busy fall and winter season, you are probably planning to promote your massage gift certificate sales for the holidays. While the bulk of gift certificate sales occur in mid to late December, staying in contact with clients throughout the fall can help boost those later sales.

There are plenty of gift-giving opportunities in the fall. Birthdays, anniversaries, teacher appreciations, and work place rewards are just some of the occasions for which massage gift certificates are perfect. When you remind clients that a gift of your services is something almost anyone would love, you will come to mind readily when they are in need. By the time the holidays roll around, a simple reminder may be all your clients need to purchase gift certificates for friends and family.

Market with promotionals this fall. Begin by experimenting with wording that will promote gift certificate sales to your particular clients. What can you say that your clients will respond to?

The Basics

First of all, decide what you are promoting, specifically. An offer to mail gift certificates to the recipient? A discount if they buy a certain number of gift certificates? An add-on to their next session when they buy a gift certificate?

Now work on the three basic parts of your promotional.
They are:

1. The attention-grabbing headline
2. The offer: what you are promoting
3. The call to action

The Headline

Once you know what you want to say, start to think about an attention-getting headline. Whether it’s an email, postcard or announcement on your website, it should be brief and to the point.

Here’s some examples.

Exciting announcements:

• Gift Certificate Special From Springfield Massage!
• Gift Certificates Now Available From Springfield Personal Training!
• Bonus Services With Gift Certificate Purchase!

Compelling questions:

• Does someone you know deserve the gift of massage?
• No time to shop?
• Don’t know what to give that special someone?

Simple and straightforward:

• It's easy to buy the gift everybody loves — massage.
• Get more relaxation with your gift certificates.
• Save money and time with gift certificate packages.

The Offer
After your headline, state your offer.

• Save 10% when you buy holiday gift certificates before December 1.
• Fall and winter gift certificate packages available.
• Get a 15-minute herbal foot soak when you buy a gift certificate package.
• Send a gift certificate to friends and family with one call or email.
• Get 4 gift certificates for the price of 3.
• Or simply, “Choose from our selection of beautiful gift certificates.”

The Call To Action
Finally, call on your clients to take a step, commit to an action.

• Buy before Dec. 1, 2010 and get an extra 15 minutes added to your next session!
• Call or email to order gift certificates for the holidays: 555-1212, info@MainStreetMassage.com
• Call or visit my website for more on gift certificate packages.
  

Always, always include your contact information. You can add it in the call to action or put it elsewhere on a postcard or email. If the promotional is on your website, make it easy for clients to email you right then, or have your phone number listed in the promo area.

Put them all together — the headline, the offer and the call to action. In September or October, send a postcard or email, or post it on your website. See how it works for you, and tweak your approach in time for the holidays. When December arrives, your clients will be primed to hear the message that your gift certificates are easy to give — and much appreciated!

For more ideas, read Marketing Massage Gift Certificates for Christmas.