Leaflet Marketing Done Right – How to Attract Your Ideal Massage Clients

Although leaflets can seem a bit old school nowadays, they do definitely still have a place in your marketing strategy. People like having something tangible to hold and read. Not all marketing needs to be online—sometimes, the physical presence of a leaflet can really work in your favour!

Unlike email campaigns, there’s no “open rate” with a leaflet. Every person who picks one up will at least glance at it, giving you an opportunity to make a connection. You need to make sure that your leaflet as readable as possible so you can draw the reader in and encourage them to take the next step with you—which might be booking a session or visiting your website.

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9 ESSENTIAL ELEMENTS

Leaflets are almost always scanned by the reader – ie, they are probably not going to read it all in one go and take in all the information in a deep read

It’s very likely they’ll just have a quick look to see if there’s anything useful to them., That means you’ve only got a few seconds to catch their attention and to explain how your treatments can help them. 

There are 9 essential elements that you must include in order to get people to pay attention and move them towards taking that next step – Let’s take a look at them:

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1. Know Your WHO

Who are you planning on sending your flyers to?

You need to know who you’re targeting before you can write the message for your flyer or do any design work. This is where your Ideal Client work comes in. You’ve got to be super clear on who the person is that you’re trying to attract into your business. What are their needs and problems? Why would they be looking for a massage – and most importantly what do they need to read or hear right now that would encourage them to book a treatment with you? 

Once you know who you’re writing it for, then you make sure you speak directly to this person.

The content must relate to people. It needs to be written in language that the person will relate to.

Don’t use ‘therapy speak’,  use phrases and words that the person would use themselves.

Use the words  ‘you’ and ‘your’ through the leaflet. This personalises the content and makes it about THEM. It also shows people that you have them and their interests at heart.

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2. The Headline

 The headline is the most important part of the flyer. It needs to be the first thing that someone will read when they see the leaflet, so it needs to be the most prominent.

To grab attention and encourage people to keep reading, the headline needs to be about your ideal client, not about your business.

Don’t just put your logo or name at the top – instead, create a headline that introduces what you do and how you help people.

Say something that will “hook” the person in and encourage them to keep reading.

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3. Describe the BENEFITS not the MODALTIES

When writing your leaflet, it’s important to describe the benefits of your treatments, not just the techniques you use. Instead of listing modalities like “deep tissue” or “hot stone,” explain how your treatment will make your client feel and how it will improve their day-to-day life. For example:

• Instead of saying: “This massage uses deep tissue techniques,” say:
  “This massage will ease muscle tension, relieve deep-seated pain, and leave you feeling lighter and more flexible.”

• Instead of saying: “Our treatment includes myofascial release,” say:
  “Relief from chronic aches and pains and improved mobility.”

Clients are more interested in how they’ll benefit from the treatment than in the specific techniques you use. Focus on outcomes like reduced stress, pain relief, enhanced relaxation, and improved well-being. Use language that speaks to their needs. Again, this is why you need to know your Ideal Client. Do they want help to unwind after a long day or get rid of that nagging shoulder pain? When you know what they need, you can focus on that as the outcome.

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4.Quality Over Quantity

When it comes to your treatment offerings, less is more. Avoid overwhelming your clients with too many options—this can make your leaflet feel cluttered and cheap, like a takeaway menu. Instead, focus on offering a few well-chosen, high-quality treatments that deliver great results.

By highlighting just a few signature treatments, you present yourself as an expert in those areas. This helps potential clients see the quality and value in what you offer. Every treatment should feel like a curated experience, not just a service. You want to be seen as a therapist who gives premium, bespoke treatments.

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6. Add Contact Details

Include your contact details. Obvious, but sometimes forgotten! A QR code can work well here, they can scan it with their phone and be taken straight to your website.

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7. Don’t forget Testimonials

Include a couple of really good testimonials on your flyer. They don’t need to be long. But they need to talk about the benefits of your treatments. (nothing general, like “She was very professional” or “ it was very relaxing”. Use testimonials that talk about the specifics of having a treatment from YOU.

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8. Be Strategic about where you put them

To get the most from your leaflets, focus on quality over quantity. It’s not about leaving them everywhere but rather targeting locations where your ideal client is likely to be. Here are some strategic ideas:

 

And that’s it! Keep it simple, but make sure you have these 9 elements to help your flyers really work for you.

Remember that flyers and leaflets alone don’t make a marketing strategy. There are plenty of other things you can and should be doing to get yourself in front of the right people who are ready to book treatments with you. Check out this Guide for ideas about more ways to get the word out about your work.

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