HOOK: E-zine By, For, and About Men in the Sex Industry

One-hundred percent of the advertising I've ever done for my escorting and bodywork business costs nothing -- because it is done strictly on the Internet. Keeping that in mind, here are a few tips that I've come up with in terms of self-promotion.

Don't pay for ads

Free ads are a great way for the beginner to get into escorting. I'm not saying that this is the best or the only route to go. It's just that with the newness and uniqueness of the Internet, I decided that free ads are the best for my (and possibly your) purposes. Once you get started, you might want to think about going with print ads in your local or national newspapers, but for starters I believe the Internet free sites suffice. Check out the accompanying list of available sites for your free listings.

I write an ad that suggests — but does not explicitly offer — my services (sensual massage, erotic bodywork, etc.). I try to keep it somewhat vague because these folks tend to be squeamish about escorts. They are also sometimes haphazard. One month they'll accept an ad and the next month they won't.

When the potential client contacts me, I let him know what I'm offering and what I'm willing to do during a session. I don't have to lay out everything in the ad (after all, I'm merely trying to attract the potential client's attention), but I must be able to deliver what I do say in the ad. I use a name that I can use to track the ad since most potential clients don't remember where they find an online ad. This helps determine which ad is working. For instance, I use Mike for bodywork and Lukas for escorting.

I inform the potential customer whether I offer house calls, outcalls only, etc. I NEVER give rates on these ads!

I use a photograph! This is probably the best thing you can do since ads with photos generate a lot more business. Some places require that your face be visible. Others don't.

I always avoid making false promises or heralding spectacular body attributes I don't have. Since I don't have an 8-inch cock, it's stupid for me to claim that I do. After all, the potential client is going to (hopefully) see that part of me someday, and I don't want to have to be caught with a lie when I have my pants down.

Find your specific audience

I look for sites that cater to the kinds of clients I am willing to work with or like to sleep with. For instance, Apollonetwork.com classifieds can help find older gentlemen (but you have to be cool when you advertise) and waterboys.com can help escorts who are looking for clients who are into watersports. Think about your own likes and dislikes when doing drumming up business. If you enjoying working with furry men, search the web for Bear sites. Get the idea? I mean, after all, just because it's work doesn't mean you shouldn't have a great time while you're at it!

With that in mind, try to make the ad copy (language) match the image you're trying to convey. Whether I'm writing copy for my website or for advertisements, I try to write the way I think my client would speak or - more often - the way I think he would like to hear me speak. For instance, when I write my ads for the bodywork business, I try to use clear language and attempt to keep things upbeat. However, if I'm writing for a site that caters to S&M enthusiasts, I tend to write with a more sexual bent to my language and don't worry so much about being upbeat. Naturally, this all takes some practice, and I've put out a lot of ads before finding the ones that work the best for me.

My different lives

I created several websites that have somewhat different slants. I have two primary websites: one promotes me as a body worker and another describes me as an escort. Early on, I figured out that the idea of "escorts" turns off some folks who are willing to utilize the services of an erotic bodyworker. On the other hand, some guys don't want to muck around with massage or bodywork. Instead, they want to dive right into the sorts of things that escorts are good at - which, of course, is dating, conversation, and going to the theater. By having two different websites, I snag a bit of both types of clients.

The thing to remember when you're doing any sort of escort work is that it's important to have fun. Why advertise for clients that will rub you the wrong way or demand things of you that you don't like to do? If you prefer being a bottom, make it clear that that's what you are - but, again, don't do it in the ad. Do that when the client writes or calls for more information.

Although you might think that getting as many clients as you possibly can is the most important thing, a little time as an escort will teach you otherwise. Quality clients that understand your needs, who are compatible with what you offer, and who can contribute to your own good time are what really counts. Careful and well thought-out advertising can be the difference between spending the night with a client that you can't wait to get away from and a client who is actually fun to be with.

Lukas is an accomplished and aspiring writer/sexworker and has contributed a number of great articles to HOOK.