Last week, I talked about what you need to know before you write any form of marketing material for your salon.
Now, I did promise I’d show you exactly how you can write an ad that turns your silent phone into a never-ending ringing-machine. This includes the 7 CRUCIAL elements to any successful salon marketing campaign.
Let’s dive in.
There are two types of popular marketing: branding, and direct response. This type of marketing I’ll be talking about is will be direct response.
Branding marketing works wonders for Apple and your local bank – but it’s a money guzzler for salons and spas.
As a salon owner, marketing can be VERY overwhelming, and it’s very easily a huge waste of money. That is, if you don’t do your marketing right. Time and time again, salon owners (and specifically, our members before they join any of our programs) will run branding ads, or ads promoting HUGEEEE discounts.
The thing is, “50% off an eyebrow wax,” or “50% a cut and color!” just doesn’t work. I’ve never been compelled to book in for a “discounted” service – have you?
Direct response marketing, put simply, creating adverts and offers that benefit the customer, NOT the salon or spa. Discounts work on the salon’s behalf – they get you in customers.
Direct response, however, ALWAYS will solve a client’s problem: whether it may be frizzy hair, long hair, hairy legs, cellulite, acne – whatever your service is, you solve a problem.
You already know the 3 elements you must figure out before you write any ad – and if you don’t, read them now, otherwise the following won’t make much sense.
Those 3 elements (you’ve gotta know what you’re selling, to whom, and why they should buy from you) are crucial for you to figure out these 7 must-have elements in ANY marketing campaign, especially for your salon.
They are –
- A headline: your salon name is a SHITTY HEADLINE.
- An offer: no, this isn’t discounting. DISCOUNTING IS EVIL!
- List benefits: what specific problems do you solve? Bumpy legs from shaving, frizzy hair?
- A guarantee: This is the most powerful, yet rarely, and so poorly used.
- Some proof: How can you prove what you say is true? How can you make your potential clients TRUST you?
- Scarcity: why should they call now to book?
- Call to action (CTA): what do they do next?
Phew. That’s a lot to take in.
See, 99% of salon marketing falls into the fatal, profit-grabbing trap of talking about their own business:
“Our clients have come to trust OUR experts… for OUR expertise…. our cutting-edge machines…..”
STOP. Just, stop. I was bored writing that sentence, and I’M A MARKETER!
Marketing that fails is bragging about your business. Marketing that makes money, always puts the client first. Always.
See, advertising is SALESMANSHIP IN PRINT.
Here’s an INCREDIBLE direct response ad – written from a manufacturer. It’s clearly been written by a copywriter – someone who’s job is to write marketing for a living – someone like me.
It has a headline that’s direct, and to the point. It’s job is to appeal one to those are interested, and to compel the intrigued readers into reading the ad.
Let’s dive in:
The headline here is straightforward, and bluntly put: it’s about making more money. They’re clearly targeting people who use Seal-It, either in their current business or as part of their hobby. By giving them this elusive idea that they can MAKE money from the products they use instantly intrigues them.
They’re not selling a product itself through this ad, instead they’re creating a relationship with the interested reader. This is called lead generation advertising.
The offer here is to become a distributor of Seal-It, and to make money: they’ve made it clear: “Become a Seal-It Distributor and make money now!”
Seal-It did it beautifully: a simple list, clearly stating the benefits… “unlimited earning potential,” “no franchise fees…” – they’ve already stated the solutions to a reader’s potential questions.
4. A guarantee: This is the most powerful, yet rarely, and so poorly used.
Although they don’t state a specific guarantee, the little yellow box stating who they can potentially sell Seal-It too, and the testimonial below the box replaces the guarantee.
They’ve added a clear testimonial – AND an image of the couple. Any form of testimonial will increase trust, and increase sales, but photos of the person whom the testimonial is from will increase sales even MORE.
After all, humans connect better with other humans.
Usually, in direct response marketing, you’ll have a limit on what you’re selling. That limit is in either time the offer is available, amount of appointments/quantity available, or anything that makes people **act now**.
After all, that’s what scarcity is designed to do: scarcity triggers the fear button that every human has.
7. Call to action (CTA)
They’ve made it clear: “Call now for your free information packet!”
Can’t get any clearer than that.
I’ll bet your first reaction of this ad was “there’s too much text in it! Nobody will read it!”
To the contrary, actually. The people who WILL read this ad are PRECISELY the only people the advertiser wants. That’s true for you, that’s true for ANY form or direct response advertising:
This is a real advert written by Ogilvy & Mather, one of the largest marketing firms in the world. Click the ad to read the entire thing.
This is a real advert written by Ogilvy & Mather, one of the largest marketing firms in the world. It’s long, about ten-times longer than the Seal-It ad above, yet, it’s one of their best converting ads of all time. Click the ad to read the entire thing.
This ad is not only written for their perfect client, but it covers ALL 7 elements. They’ve written the ad so well, that even I want to call Ogilvy – and I’m not even in the financial industry!
Here’s the thing: if people aren’t interested in what you have to sell, they won’t read a THING.
But if people ARE interested – they’ll read everything. They’ll soak EVERYTHING UP with a sponge.
And that’s the difference between brand advertising, and direct response advertising. You want to tap into your perfect client’s mind, and push their pain points. This is why you must figure out your perfect client before you write anything for your salon marketing.
Because if you don’t know what your perfect client wants, how can you sell anything to them?
Here’s an example of a direct response ad for the salon industry:
If you have wrinkles, dark-eyes or anything else that dermatitis cream solves – you bet you’d be reading that ad. Chances are, you’d be picking up that phone, too. And that’s what direct response marketing is designed to do:
Get people to pick up the phone and call you.
And to do that, you need to have an irresistible offer. Figure out what you’re going to sell, to whom, and why they should buy from you, and start writing your ad following the 7 elements above.
When your salon marketing is done right, the ad will be ringing: off the hook.
My technical gurus tell me that every month, hundreds of people around the world are going to Google and typing ‘how to market a beauty salon’.
It’s such a simple query, an obvious question, and I’m guessing that almost all of these people are searching for an equally simple ‘silver bullet’ answer. Well, here’s where I let you down; there isn’t one.
There is no ‘one’ answer. BUT…there is a three-part formula, and the formula starts with what I call ‘sales thinking’.
You’ve probably heard of what astrophysicists call the Big Bang Theory. They tell us that several billion years ago, the entire universe was started with a massive explosion, and everything developed from there. (yes, I know, a very unscientific explanation.)
Sales thinking is a bit like the Big Bang Theory. Nothing effective is going to happen until you get absolutely clear about this. Sales thinking has to happen long before you put pen to paper, long before you put up a post or an ad on Facebook, long before you hand over your credit card to Google for ads on their platform, long before you laboriously print thousands of mailbox flyers and get them delivered to every household in your area.
Here are the three ‘Big Bang’ things you need to decide on before you even start marketing your beauty salon:
- Target Market – Who are you trying to attract as customers and clients? What type of people are they, where do they live, what kind of jobs do they have, what age are they, who do they associate with, who else markets their products and services to these people?
- Your Message – what are you going to say to these people that is compelling, that is attractive, that gets them to pick up the phone and book an appointment, or buy whatever you’re selling online, or refer their friends and family to you. In other words, what’s your OFFER.
- The Media – now that you’ve determined your target market, and your compelling message to that target market, which forms of media are best suited to delivering that message to that target market?
In my experience, most owners of beauty salons do this all arse-backwards. They look at say, Facebook and decide “Heck, I’ll put up a post offering a discount.” And somehow, they’re massively disappointed when there’s no stampede of customers battering down their door.
They haven’t asked themselves the question, “What kind of customers do I want – and by extension, what kind of customers do I NOT want?” And then, they fail to craft an offer that’s entirely suited to that chosen market.
(Still with me? Good, because 90% of beauty salon owners will have given up by now, still searching for that easy, simple silver bullet.)
Let’s roll up our sleeves and do some more work (equals thinking!)
You essentially have TWO target markets in your current business.
TARGET MARKET #1
This is your existing list of current and past customers and clients. They already know you, they know your staff, they are familiar with you and your business, to a greater or lesser degree, depending on how often they’ve interacted with you.
You know their names, their mobile phone numbers, and if you are doing your job properly, you have their physical addresses, their email addresses, the names of their husbands and children, certainly their date of birth, their likes and dislikes.
In other words, you know a LOT about them. And because you already know them, the offers you present to them are going to be (should be) different from the offers you present to the other target market;
TARGET MARKET #2
These are people you don’t know yet – in other words, your prospective customers.
How you find these people, how they find you, and what offers you present to them so that they become known to you, are entirely different from the clients you already know. And the media you use to reach out to these ‘unknown’ future customers is entirely different from the media you use to reach out to your existing clients.
It would be stupid to run a newspaper ad to present an offer to your existing clients, right? Equally, you can’t use email or SMS to reach your prospects, because you don’t yet have those contact details.
Let’s take your existing clients then. Which form of media should you use to reach out to them? EVERY FORM OF MEDIA YOU HAVE!
Let’s say you have empty appointment slots next week, and you need to fill ‘em fast. Most beauty salon owners think “Okay, well I’ll email ‘em with the offer.” Or “I’ll send out a text message.” Or “I’ll put up a post on Facebook…” Or, “I’ll send ‘em a cute letter in the mail.”
That’s valid, but incredibly limiting. Why not do ALL of that?
Only a small percentage of your clients will get your email (some will go to spam) and even fewer will actually open it. Facebook deliberately limits the number of people who see your posts. SMS gets to most people, but only a small percentage will act on it.
But if you use every available form of media to reach out to your existing list, you dramatically increase your chances of getting a profitable response.
And you should concentrate on marketing to your existing clients, before thinking about attracting new ones. A buyer is a buyer is a buyer. They’ve bought from you once or multiple times, they’ll keep buying from you if a) they like you, b) you’ve given them great value, and c) you keep offering them stuff.
Remember, it’s up to eight times more expensive to get a new customer that it is to sell to an existing customer. But every business loses existing customers, for many reasons. They move towns, they (inconveniently) die. Or they’re wooed by a competitor. Either way, every business needs a constant and steady supply of new blood.
Target Market #2 is an entirely different proposition.
These are people you don’t know, who don’t know you even exist. They have to be able to find you, and once they’ve found you, what they see has to be attractive enough for them to pick up the phone and call you.
Thanks to technology, it is now easier than ever before for people to find you. Forget the Yellow Pages. These days, the new Yellow Pages is Google. If they can’t find you when they do a Google search, they are as sure as hell going to find your competitors. And call them, not you.
(How they find you on Google is a subject that fills entire libraries, so this is not the place for that discussion. However, you can study this yourself in a series of four short videos we’ve created here.)
But relying on Google alone isn’t enough. Not nearly enough. US marketing guru Dan Kennedy puts it like this:
“One year, on vacation in Hawaii, I was relaxing at a beach, watching whales in the distance, when a fisherman, obviously a local, drove up in his pick-up truck. He got out with a dozen fishing rods. Not one. A dozen. He baited each hook, cast all the lines into the ocean, and set the rods in the sand. Intrigued, I wandered over and asked him for an explanation. “It’s simple,” he said. “I love fish but I hate fishin’. I like eatin’, not catchn’. So I cast out 12 lines. By sunset, some of them will have caught a fish. Never all of ’em. So if I only cast one or two I might go hungry. But 12 is enough so some always catch. Usually there’s enough for me and extras to sell to local restaurants. This way, I live the life I want.” The simple fellow had unwittingly put his finger on a powerful secret. The flaw in most businesses, that keeps them always in desperate need—which suppresses prices—is: too few lines cast in the ocean.”
It’s obvious – you’ve got to use as many forms of media as possible to reach that elusive target market.
And technology has made that easier too.
1. Facebook Advertising:
No, not simply posting offers in your timeline – actually paying for advertising on Facebook’s platform. But there needs to be some ‘sales thinking’ behind this too. And advertising on Facebook requires not just sales thinking, but some technical know-how too.
The sales thinking goes like this: what do you want the ad to do? What is your Most Wanted Response from people who see the ad? What ‘target audience’ do you want to see the ad? What part of your website do you want the ad to take them, and what is the offer on that web page?
If you aren’t confident about your skills with Facebook advertising, we have a specific Facebook Advertising campaign that’ll attract more clients and more bookings, just for beauty salons and hair salons. You can fill in the form over on My Social Salon to learn more.
2. Google Adwords:
Adwords is how Google makes 95% of its money. But, like Facebook advertising, it requires some knowledge and technical skills before you go blundering into it. Essentially, the same questions apply to Google ads as they do to Facebook: where do you want the ad to take people, which people do you want to see the ad, what is your offer etc.
2. Database building:
For every one person who picks up the phone after seeing and responding to you ad online, there will be 20, 50, a thousand who don’t pick up the phone. What are you going to do to capture their names and contact details to market to them later? For that, you need some kind of database or software program that can put a form on your website so people can fill it in, in exchange for some kind of free gift or downloadable widget.
Again, that requires some technical skills once the sales thinking has been sorted out.
Contact our office on +61-8-94439327 and we can walk you through that process.
3. Offline marketing:
Contrary to popular belief, offline marketing still works. In fact, works better than it ever did, simply because so few business owners are doing it these days. There’s a vacuum in people’s mailboxes.
Designed with proper Direct Response Marketing principles, a mailbox flyer can and does still work brilliantly, and very cost-effectively.
So do newspaper ads, radio advertising, billboards, and a dozen other offline marketing media – IF they’re done properly.
How to write an effective ad or flyer is another subject that fills seminars around the world, and isn’t the place for this essay.
BUT IF YOU SCROLL TO THE BOTTOM OF THIS PIECE, you’ll find the best marketing manual ever written for salons & spas, The Starter Pack, that gives you the essentials of direct response marketing – and much of applies to online marketing as well.
So they are some of the essentials – the Market, the Message, and the Media.
But there’s one CRUCIAL element overriding all of the above. I call it the CORNERSTONE of everything you do, the key that unlocks the door to the marketing vault. And that’s your
Unique Selling Proposition.
Scholars, marketing specialists and ad copywriters have been banging on about this for years. Somehow, you MUST find, discover, invent something that differentiates you completely from your competitors and rivals. Otherwise, you’re just another ‘me-too’ business among many me-too business.
History is littered with really outstanding USPs. Tom Monihan built a billion dollar business on the back of “Fresh hot pizza delivered in 30 minutes or less, guaranteed!”
FedEx’s USP neatly answered the uppermost question in the mind of every single customer wanting to get a package from A to B: “Absolutely, positively overnight.”
A strong, accountable guarantee is a great way to develop your USP, and make you stand out from your competitors. Most business owners flinch from offering a strong, unequivocal guarantee, instead watering it down with ‘weasel words’ like “to claim your guarantee, please turn up at midnight accompanied by both great-grandparents.”
You need something to make yourself stand out – something to make yourself be different. In a previous post, Josh Kallmeyer details what you need to know before you do any marketing for your beauty salon. You must know who your perfect client is, along with what you’re selling, and why they’d buy from you. After all – those who fail to prepare, prepare to fail.
Become the 20% of salons that make it. Better yet – become the 1% of salons and spas who truly thrive. The 1% are the beauty salons who really make bank – and make a lot of it.
Once you have grasped how to market a beauty salon, you’re on your way.
Salon marketing is complex, confusing, and so very overwhelming. Read on to learn the evils of discounting, and to download your free salon marketing template – it’ll ease that confusion, overwhelm and stress.
“Experts” tell you to make sure you have your logo big and centered, and make sure you ALWAYS discount. Discounting is the key to success!
Let me explain.
Discounting surfaced in the mid-60’s, when the post-War boom was occurring. Everyone was off rations, and families finally had money to spend. Stores like Kmart, Target, Wal-Mart all started appearing – offering massive savings when customers bought bulk.
Why buy 1 pair of women’s leggings when you can buy 4 for the price of 2? Why buy one gallon of milk for 80c when you can buy 4 gallons for $1? Wal-Mart and Kmart, especially, took advantage of these discounting offers to the point where it became a “discounting war.” ‘The Discount Wars,’ the media proclaimed.
At the time, it all worked well. Business was booming, customers received deals after deals – yet, eventually, the appeal wore off. When everyone started to discount – from big supermarkets to small boutique salons, it became an old-tatic.
Sure, discounting works – when it’s done right. But that’s the thing. Most businesses – especially salons – will give you 30% off a leg wax; or 50% off your next cut and colour. But at the end of the day – who would you rather go to?
The salon that offers 50% off your cut and colour, or the salon that offers you a free head massage, an added blow dry AND a sample of NAK straightening cream, all valued at $128, when you book in for a cut and colour right now?
The second one would get me in – and I’m a guy. I’d grab that cut and colour any day with an offer like that. But 50% a regular cut and colour? Boring.
See, knowing how to write offers that make people pick up the phone, that get clients BEGGING YOU to give them the offer, that’s real marketing that works. Solely relying on discounting is in the past. It’s time you learn what TRULY works, and how to really do it.
These principles work in print advertisements, flyers, over the phone, in texts, on Twitter, Facebook, Pinterest – heck, even Instagram. What I’m about to teach you digs into one thing: the human behaviour.
This works because we’re all human. Regardless of if you’re in Germany, Japan, the US, UK, or Australia – this works (when written right). So if you want your phone to ring endlessly off the hook, to upsell clients on the spot, read on.
How to Write an Ad That Works
For this blog, I’ll be showing you exactly how to figure out who you’re selling to, BEFORE writing an ad.
You MUST know exactly who you’re trying to sell to before you write any form of marketing material – be it an ad, a text, email, post, etc.
When writing any offer – you need to know your perfect, ideal client. That means knowing three things:
1. What you’re selling.
2. Who you’re selling to, and
3. Why they should buy from you.
Sounds easy, right? Sure, the first part is. It’s whatever you’re selling – a fullset of lashes for $199, hair extensions, Brazilian blowout, nails, whatever it may be.
Now, knowing who you’re selling to sounds easy, right? You’re selling your extensions to women, your kids cuts to kids – maybe you’re a barber servicing men. Your hair extensions could be selling for $149 – for women. Pretty easy, huh?
Almost there. Be a little bit more specific. Why? The more specific you are with who you’re selling too, the easier it’ll be to write any ad for those potential clients.
If you’re in beauty – let’s say you offer a fullset of lashes for $199, to busy Mom’s who want to look and feel more beautiful, and who don’t want to have that ‘rugged Mom look.’
If you have a hair salon – you could offer a Brazilian Blowout for $139, to busy professional women who don’t have the time, or who can’t be bothered, to deal with their hair constantly.
Can you see how those two types of clientele are MUCH more specific than just “to women?”
Suddenly, you can start writing an ad – an offer – for those busy Moms: “Treat yourself to a new, beautiful you while the kids are in school….”
Or maybe, with lash extensions, you’re aiming for single women who have more money to spend… “ATTENTION SINGLE LADIES: do you want to find that man who notices your flawless beauty, and compliments you every single time he sees you? With these all-natural mink lashes….”
Aren’t those two offers much more appealing than just “50% off – today only?”
The success is in the details.
Once you have your ideal client in mind – now we can move to the next step:
What are you really selling?
You’re not selling eyelash extentions, beauty, hair care – whatever the ‘product’ or ‘service’ you sell is. What you’re really selling is confidence, or reactions – compliments, beauty, sex appeal.
Your clients come to you because they want to look gorgeous for a date they have this week; or because they want to feel sexy for their husband when he comes home from a business trip. Heck, your client just wants to feel beautiful. They want to be complimented for their look and their beauty.
When you sell these type of reactions – the confidence, the beauty, the sexiness – this is what makes clients pick up the phone and call you. Not discounting, not smooth legs from waxing, or wavy hair. No – they want the smooth legs because their boyfriend can’t get enough of them, or their wavy hair so they’ll get higher tips at work.
So think about what you sell: are you selling beauty? Are you selling a woman’s confidence? Or are you providing her with the opportunity to make her husband feel proud to be married to such a gorgeous woman?
You might be thinking “how derogatory! I’d never sell confidence or beauty!”
Well, take a look at Victoria’s Secret: they don’t sell bras and panties. No, Victoria’s Secret sells confidence, they sell glamour. A woman will buy Victoria’s Secret because she knows she’ll look sexy as hell in whatever she buys.
So why not give your clients the same honour when they come to you? If you’re truly the best at what you do – and because you’re reading this, I know you are – be proud of that. Look your client in the eye and go “I’ll make you look and feel more gorgeous than what you already are.”
Next – why should your clients buy from you? Why should they trust their bodies with you?
Do you have any guarantees you can express with them?
Do you have any testimonials from other clientele?
Have you won any awards?
Are you or your salon in any media publications?
Or are you simply the best of the best?
Any new – or existing – client wants to know they’ll be looked after. They want to trust you. If they don’t – they won’t come to you. That’s why building this trust between your salon/spa and your clients is VITAL.
Having a guarantee (they don’t all have to be money back ones!) will build trust. Showing testimonials from other clients, any awards, publications – and even if you just give away free information – is all trust building.
And trust building = clients.
Clients = money.
Money = happy you.
Now that we’ve covered everything you must know about your perfect client, you can download the FREE perfect client template below. Print it out and fill it in before you write any marketing material, and you’re one step closer to filling more appointment slots and making more money than EVER before.
Below, you can download your free salon marketing template. This checklist you can use – for free – whenever you’re writing a new ad for your salon. Use it as a guide so you always remember what you’re selling, who you’re selling to, and why they should buy from you.
Download Your Free Salon Marketing Template >>
What’re you really selling?
In the second part of this blog series, I’ll show you EXACTLY how to write an ad that works, and one that attracts your perfect client. But that’s for next week.
Remember: you need the right ad, to the right people, selling the right thing.
If you don’t have all 3 aligned, your marketing just won’t work, and you’ll be left scratching your head going “why the f*$* isn’t it working?!”
David Ogilvy is the grandfather of marketing, and he said it best.
Marketing. It’s the only industry other than Hollywood that’s filled with 80% crap. When done right, it creates miracles. When wrong, it ruins bank accounts, businesses and reputations.
We’re living in a world where one tweet can make or break a business – and we’re living in a world where we can interact with almost any person, any business – at anytime, from anywhere. We’ve never had this level of interaction before. So why aren’t we using it more?
We see business after business reap in likes, comments, and shares on Facebook, we see business after business hit millions of followers on Twitter, and we see all those models posting selfies on Instagram, wondering how on earth they have 17,000 followers.
It’s all well and good for those businesses, but what about the small boutique day spas, the trichology centres, the hair salons, nail salons and beauty salons of everyday families? How do you breakthrough the clutter of social media and make REAL money?
How do you attract more clients than you’ve ever had before, and get them spending more money than they would anywhere else?
Do you have to have the most luxurious, most expensive salon? No.
You have to have irresistable offers – you’ve gotta have the marketing that works. Marketing that really works.
These 4 marketing ideas are all tried, all tested, and they’ve all been proven to work regardless of where you are, who you’re serving, and what you’re selling.
MARKETING IDEA #1: Facebook Sharing Competition
This idea has been used by several of our members, and I’ve personally set these up for them. Bodhi J – a boutique, luxury salon here in Perth – accomplished a Facebook giveaway/competition perfectly:
Here, they’re giving away a gift bag filled to the brim with their products, but to be entered in the competition, you must like their page, tag a friend, AND share the post. So not only are their likes going to increase, but anyone who gets tagged in the post by their friends will see Bodhi J, too. This entices MORE people to like – more people to share, and MORE people to pick up the phone and call.
Try this for yourself: come up with something you can giveaway… a service, a product – a mixture of both.
Get an image that will get people’s attention, and write a catchy offer (you can steal Bodhi J’s offer if you want inspiration). When you’ve posted the offer to your Facebook page, you can reach more people by boosting your post.
When you’re on your Facebook page, press “Boost Post” to pay Facebook for more people to see it.
Ideally, you can boost the post to two types of people:
1. People who already know you, and who already like your page
2. People who don’t know you, and don’t like your page
The results of a competition like this will vary from audience to audience, so it’s up to you. I personally prefer going for people who know you, because they’ll tag their friends who don’t know you. Free word of mouth! (well, almost)
To begin your competition, start with people who like your page. You can even try people who like your page and their friends.
Once you’ve picked who you want to boost the post to, hit publish. Within a few hours, the ad should be live.
What They Missed Out On:
A fun little way to build your Facebook page, and something Bodhi J should definitely use with those 1.4k likes is inviting the people who’ve liked your posts to like your page.
You can do this by going to any post on your Facebook page, and clicking the likes on your page:
When you’re in your Facebook page, you can invite people who like your posts to come and like your page.
See the little “Invite” button? You can now invite anyone who interacts with a Facebook post of yours to like your page. A pretty neat and free way to build your Facebook page.
MARKETING IDEA #2: “Rupert the Dog” Lost Clients Letter
How many times have you had a regular client just stop seeing you? How many times have you had a new client appear to her appointment, only to never see them again?
What if you could get them back again? And what if you could get them back on a REGULAR basis? Enter Rupert.
More referred to as a “Raise the Dead” letter – Rupert is used to bring back old clients.
This little puppy will bring you in a few extra thousand dollars by the end of the week if you do this right… the idea is simple: write a letter to your old clientele, from a dog’s perspective, expressing how you – the salon owner – are *very* upset that your client hasn’t come to see you in a while. Add an irresistable offer, enticing your old clientele to pick up the phone and call you – and you’re set.
It works. It’s adorable, effective, and who in their right mind wouldn’t react with an “awwww!”?
The idea is you export a list of names from your database (the software you use to book clients in) who haven’t seen you in, say, 3 months.. 6 months, 12 months… you get the idea. It doesn’t really matter how long – just make sure it’s not *too soon*.
Now, once you’ve sent the first the letter… the key here is to follow up. Follow up with those who didn’t respond, and keep following up. You’ll find more people will call you on the second, third, and fourth letters than the first.
Don’t just send one letter, and hope for the best.
Send multiple, and keep at it.
After all, you don’t quit after doing something once, do you?
MARKETING IDEA #3: Your Salon Window
Yes, I know – “why on Earth would I use my salon window for marketing?”
Let’s say this ad was yours:
Placing ads like these in your salon window will increase your walk-in rate ten-fold.
Instead of paying a newspaper a few hundred dollars to run the ad, you could pay a printer $50 to print a large copy of it. Large enough for people who’re walking by your salon across the street can read the headline. Large enough for cars driving by to stop and read it.
Place that large ad in your window – and suddenly, you’re an advertising machine. Imagine if every mattress store had a large ad with the headline “Ten Things You Must Do to Get a Solid Night Sleep”… wouldn’t that make you stop and read it?
What about your salon?
“Ten Mistakes ALL Women Make With Their Hair,” (hairdressers)
“They Laughed at Me When I Went to Get My Lashes Done, But Only Gawked When a Man Asked Me Out to Dinner” (eyelash extensions)
“You Can Weigh 10 Kilograms Less – One Month from Today” (fat cavitation)
“Your One Chance for SMOOTH Legs That Men Can’t Resist” (IPL/beauty)
Have an irresistable offer in your ad, and you’re on your way.
MARKETING IDEA #4: Blank White Envelope Letter Box Drop
Yes. You read that right. Take any ad you’ve written (it could even be the one you’ve stuck in your front window), put it into a *BLANK* white envelope, and deliver them to a few streets around your salon.
“But a blank envelope, Greg?”
If you got home from work this evening, opened your mailbox and found a blank white envelope with no name, no address, no stamp… wouldn’t that be the *first* thing you’d open?
You bet it would be. That’s the type of attention you need to get with your marketing: it should be the first thing your potential clients open/read/watch. If it doesn’t get their attention, you’re screwed.
This flyer drop – this type of marketing – is incredibly effective to bring in new clients. And bringing in new clients is an absolute must.
All of these ideas can be used in any type of salon, any type of spa – regardless of who you serve, regardless of where you are, and it doesn’t matter if you’re in an English speaking country, or in the middle of Spain speaking only Spanish.
The only way you’ll be able to bring in new clients, and rescue your old clientele, is to do something about it. Marketing your salon doesn’t have to be perfect, and with time (and practice), you’ll get better.
This might just be the most important few paragraphs you read this week, this month, or even this year.
It was sparked by a converstion with a brand new WSM member, who called shortly after the courier knocked on her door to hand over her Essential Salon Owner’s Marketing Toolkit®
This salon owner was clearly overwhelmed by the task ahead of her. “There’s so much material in the Toolkit, I just can’t get my head around what to do first,” she wailed.
(My immediate thought, left unsaid, was ‘maybe we’re giving Members too much material’. But then, how do you eat an elephant? Same way you eat a hamburger, one bite at a time.)
So I told her to take a deep breath, and took her through the only THREE things she needs to concentrate on. “Once you GET this,” I said, “everything else becomes easy, logical, simple.”
When we take on a new Member salon into our flagship marketing & mentoring program, My Social Salon, we work on three main areas, and here they are:
First, under Message: what do you say to your past, present and future prospects, customers and clients that is magnetic… that cannot be ignored…that must be responded to. In other words, what is your
USP – Unique Selling Proposition
Most salon business people – and this applies even MORE to big, dumb companies who pay advertising agencies a fortune in shareholders money – make the mistake of believing that some cutesy slogan is their USP.
Eg., here are some slogans used by three of America’s biggest advertisers:
1. We’re with you.
2. That was easy
3. The stuff of life.
Do these bring instantly to mind the name of the company? Nope, vague, meaningless drivel, all three of ’em.
Here’s what’s instructive: these slogans could be used by almost any company on the planet, with about as little impact. As Dan Kennedy writes in a recent article “…if anybody and everybody can use your USP, it ain’t one…”
I’d be a rich man indeed if I had a buck for every time a salon owner told me “Our USP is ‘we give our clients great service’….”
Put your USP through this test: is it a GREAT answer to the question, ‘why should I do business with YOUR salon as against any of the others?’
If not, go back to the drawing board. Take some of the truly great USPs as a model, lay them down next to your USP, see how they compare.
Does yours do for your business what Tom Monaghan’s did for Dominos Pizza? “Fresh, Hot Pizza Delivered in 30 Minutes – Guaranteed”…?
Does it answer the question like Federal Express answered with “Absolutely, Positively Overnight.”
Let’s say you’ve crafted a great message with a terrific USP at its core, next problem: your MARKET.
Who do you deliver that great message to – and deliberately, who do you exclude from it – do you do that effectively, efficiently with little or no manual labour, are you smart about this or are you simply throwing mud against the wall?
When asked ‘Who’s your target market?’ most salon owners will say ‘Er, all of the adult female population within a 5 mile radius.’
Terrific. If you want to send a postcard once a year to all adult females within a 5 mile radius of your salon – hardly an intense, focussed campaign – what’s your budget have to be? Um, $50,000. How much have you got? ‘Uh…600 bucks.’
Problem. Somehow, preferably by science, you have to shrink your target market to a small, carefully-selected list of the best prospects so that your marketing efforts are concentrated for maximum effect with minimum expense. Jump up and down in a puddle, not the ocean.
And third, the MEDIA.
Having chosen your target market and crafted the perfect message to that target market, what MEDIA are you going to use to deliver that message to that market?
(If you haven’t twigged to this already, once you’ve figured out your perfect target market, and the message to send to it, the media tends to choose itself).
That’s it in simple terms. Message, Market, Media.
Get those things right, the rest almost automatically falls into place.
Why is it that so many salons and spas find it so difficult to get customers, make profits?
This remarkably fine example of salon marketing straight from the Sales Prevention Department, might provide a clue to clueless advertising.
It’s a mailbox flier that turned up at the home of one of our staff members this week. It’s nothing you’d really call ‘advertising’ as such, merely a price list than anything you’d recognize as compelling marketing.
But putting aside its almost complete lack of any reason for a prospect to pick up the phone (no offer, no scarcity, no testimonials, no ‘before and after’ pictures) this salon is not only unprepared to guarantee its services, it’s deliberately repelling customers with a terrifying tag line designed to frighten away even the most gullible.
“No public liability or responsibility taken.”
What they’re actually saying to prospective customers is:
“Give us your money. If we botch the job, too bad – you’re on your own baby.”
Mmmm. Now that’s sure to inspire confidence.
Want proven, tested salon marketing that DOES get results? Go here to get instant access to hundreds of done-for-you templates you can simply download and edit – Bingo, instant clients!