There’s a well-proven ‘rule’ in sales and marketing that goes something like this: “The more you tell, the more you sell.”
Yet so much marketing in the hair & beauty industry is based on little more than a picture of a glamorous woman with movie-star hair, a phone number, and hope. Hope that it’ll magically create a stampede of hungry customers. “People won’t read it if it’s got too many words in it,” is something we hear constantly from salon & spa owners all over the world.
Which is a bit weird, when you think about it. People still read books, don’t they?
And to be sure, an ad for a beach umbrella probably doesn’t need to be a page full of densely-written copy along with intricate pictures showing how to open an umbrella and jam it in the sand. People know what a beach umbrella does, and how to open one.
But a complex an infinitely-variable topic such as skin care, or hair health? There’s science here, science that can be used to help you sell your services, to help set yourself up as the ‘go-to’ expert. Remember, you as the professional know more about your chosen skill than any of your clients. Tell them what you know, in print just as you would if you were sitting with them face to face.
Bottom line, people will read as much as is available about any subject that’s important to them, emotionally, financially or intellectually.
Convince people your product can make them richer, prettier, younger or healthier, among other things—and as long as they’ve been hungry for those promised results for a long, long time—they’ll find the time to read every word you’ve got to say.
If your prospective skin care client is troubled by an embarrassing or annoying condition that’s plagued her for years, and you offer a detailed, informed and interesting solution to that problem, she’s going to devour every word and picture you can provide. And buy from you.
Here are a couple of examples of long-form marketing pieces, one for hair and one for skin care, that grab the reader’s attention with a compelling headline that almost forces you to keep reading.
But few salon owners have the time, inclination or skill to put together a compelling marketing piece that hold’s the reader’s attention and gets the phone ringing off the hook.
For WSM members, we’ve made it easy. These two ads are among literally hundreds of winning ads, flyers and promotions in Word format (so easily edited and saved on your own computer, then printed out) – just log into the Million Dollar Resources Library here and download them.
Fill those empty appointment slots in MINUTES
Access the NEW Lite course, where you’ll learn:
– How to fill empty appointment slots
– How to stop no-shows dead in their tracks
– How to get money from your clients right now
– Exactly how to bring back your “lost” clients
– What you need to do to have new clients finding you online
AND SO MUCH MORE!