A Salon Client Card Template For Advertising – is this the world’s WORST ad?
If you own a salon business or a day spa business, you’ve probably put at least some effort into crafting an ad that might pull some response. Unless you’re equipped with the Essential Salon Owner’s Marketing Toolkit® (or even equipped with the very basics contained in the new Lite program) you’re probably doing it blindfolded with one arm tied behind your back, but I give most salon owners credit for at least having a crack at it.
But this salon deserves to have the earth open up and swallow it whole, never to re-appear. This ad was sent in by long-term Inner Circle member Rebecca Skehan of Gaia Hair in Queensland. Like most Members who’ve been ‘converted’ and educated in the kind of Direct Response marketing we do (the kind that puts so many noses out of joint in the beauty industry), Rebecca has developed a keen eye for the wasteful, nonsensical, slap-dash crap that passes for ‘creativity’.
In fact it’s a burden that many of us carry. Many times, I’ve been taken aside by a member at one of our salon owner conferences, and told
“Greg, your system has ruined my life. Everywhere I go, I see small business advertising that’s so pathetic I’m constantly having to stop myself from going into that business and ‘saving’ them…”
Well folks, suck it up. Knowledge IS a burden. I can never go anywhere and simply switch off. I can’t stop myself looking at an ad, a billboard, a letter, without instantly and consciously analyzing it, wondering what’s it supposed be achieving, critiquing it, mentally re-writing it. But you can’t save people who won’t lift a finger to save themselves.
Whoever ‘wrote’ this ad is clearly desperate, like a cornered animal. But obviously not desperate enough to bother taking the time or putting in the little energy required to find out even a little information on what works in advertising.
And it’s not difficult. Fifteen years ago, you’d have had to get in your car, drive to the library, take out a couple of books, drive home again, and spend hours studying. Now, there’s Google. There’s NO excuse.
Try this yourself: Google ‘direct response advertising’. There’s page after page of people trying to sell you stuff, written by some of the best marketing copywriters on the planet. It’s a veritable university on your desk. If ALL you ever did was study what these guys have written, the structure of the piece, the way it leads the reader down a slippery slope to the Most Wanted Response… and applied even some of it to your own marketing, you’d be that far in front of most of your competition you’d be outta sight.
This particular ad is barely worth spending any time on. Certainly, I doubt any prospective customer did. But a couple of points worth mentioning.
One, it’s clear ‘distress selling’. May as well hire a megaphone, stand on your salon’s roof and shout “Hey, we’re starving, there’s really nothing going for us at all, but we’re really cheap!”
Second, the most important thing about any print ad is it’s headline. If the best you can come up with is the name of your salon, go flush your marketing money down the toilet.
Lastly, this ad begs for cheap clients, who’ll only ever want to spend five bucks. It has absolutely zero redeeming features. If I owned a salon nearby, I’d have a big sign out front that says
“We Fix $5 Haircuts”
Good grief. People like this don’t deserve the luxury of having customers.
FOOTNOTE: Even among our own Inner Circle members, there are always a few who are not long for this world. One, who joined the program recently, moaned and whined during a coaching call today that “no, I haven’t even opened the Toolkit, I haven’t been on the Members Only site, and anyway my business is different, this kind of stuff won’t work for me, and in any case I don’t want to do any of this marketing stuff, I want it all done for me…”
Sometimes, losers manage to weasel their way through a crack in our usually well-tuned Loser Filter.