Here it is March and I’m not seeing a lot of love. At least not in newsletters. The fact is, I hardly ever do!
I subscribe to a lot of hair and beauty newsletters… A LOT! The most interesting thing about each of these newsletters is this:
They are all the same!
Literally, you could take out one logo and insert a different one and it wouldn’t matter.Worse, these newsletters are like reading a retail ad for Wal-Mart.And yet, when describing what they do, beauty owners tell me it’s their passion.Why doesn’t that love show up in their newsletters? What a huge disconnect!
So, let’s set the record straight right now.
If you want to grow your business, you must extend the same kindness and consideration for your clients in your newsletter that you do when they are right in front of you.
You must continue to serve.
Before you put keystroke to cyber paper and hit SEND, ask yourself these 3 questions:
- Is this information serving my clients?
- Is this information they can use right now?
- Is this newsletter focused on them or me?
If your answer isn’t’ “Yes, Yes, and Them,” STOP. You haven’t got a true relationship with your clients. Your services are nothing more than a commodity because that’s the message you’re giving them!
You keep the focus on your client when they are in your chair. Keep that same focus on them when they aren’t.That’s the missing piece! You can’t treat people like royalty in your business, and then turn around and send out a Wal-Mart ad.
Sales ads masquerading as newsletters are just a house of cards. There is no foundation of trust. Selling to your clients is all about their experience in your business and when they aren’t there.
Keep the luv going. Give your clients meaty information and great offers. Very few beauty owners do that.
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