Issue link: http://cp.revolio.com/i/142672
develop an advertising strategy Advertising is not cost effective if the cost of the ads is greater than the resulting profits. to keep making smaller but crucial investments in customer relations. • elephone business directory T listings. This is the most widely used form of advertising. Almost every person with a phone has a copy of a telephone business directory—whether it's called Yellow Pages or something else. The value of directory listings is controversial in the bodywork community, principally because legitimate practitioners have historically shared space under the massage heading with businesses providing sexuallyoriented services. One way to circumvent this problem is to buy larger ad space emphasizing the professional and therapeutic nature of your services. In many directory listings today, there are specific headings for therapeutic massage. • eb pages. Setting up a virtual W storefront on the Internet can be an inexpensive way to reach new customers. Locally-based content is the fastest growing part of the Internet market, and establishing links with the websites of likeminded health practitioners (such as a local integrative health clinic) can tap you into exactly the audience of potential customers you would like to reach. When composing your web pages, use words or terms that potential customers might use when searching for your services. Remember that a website is included with your ABMP membership. Log in to the ABMP Members section of www.abmp.com to create or update your site. Pay attention to advertising and promotions that attract your attention. Try to analyze why they are successful in getting and holding your attention. Whatever message or media choices you select, your advertising should be of the highest quality and as professional as possible. After all, it represents you and your business. The Cost Of Advertising All promotion costs something. Advertising is a necessary expense for establishing, maintaining, and expanding your business. The size of your advertising budget should be determined by long-range and immediate sales objectives. Although the proportion of income spent on advertising varies according to the type of business, a rule-ofthumb amount is usually 1–3 percent of gross revenues. Advertising is not cost effective if the cost of the ads is greater than the resulting profits. You also need to view your advertising costs as an investment in your business. Always remember to make your advertising as cost effective as possible. It isn't easy to segregate the results of any one ad, but keep an advertising response record and a publicity tracking record for yourself to help in this assessment task. SPH