Beauty Salon Marketing: Canadian salon owner: “…such immediate, massive results in such a short time! I wish I’d joined earlier…”

Galen & Kristy Gower of Kristy’s Salon in Halifax, Nova Scotia. Even a hurricane hasn’t stopped her marketing her salon

Kristy Gower of  Bayers Lake, Nova Scotia , was so excited to join WSM and the Inner Circle premium program, that even Hurricane Earl couldn’t dampen her enthusiasm!

Kristy was accepted in to the program only three weeks ago and by the time her coach called her to welcome her on board,  she had already…..wait for it…sent out 790 newsletters, had a change of season ad ready to go to print and the birthday letters sent out….How’s that for Massive Action!

Oh, and did I mention that they were bracing to be hit by hurricane Earl by Saturday? Small inconvenience. All this and she hadn’t even received her toolkit yet.

As luck would have it UPS came through and delivered her kit before EARL roared through Nova Scotia on Saturday, allowing her to hunker down and devour the toolkit by Monday.
Fortunately for Kristy and husband Galen their house and salon survived with no damage (last hurricane a tree fell through their house)

By Monday, her first coaching call, she had 2 Hollywood flyers, one for new guests and one for existing, along with a new stylist sales letter ready for print!
By Wednesday, only one week after joining, she had with the help of her mum hand delivered over 200 flyers around her neighborhood, and was starting to see results!
In Kristy’s words “ full steam ahead….it appears to be working”.

One week, one hurricane, one determined woman, willing to take MASSIVE ACTION that not even the force of nature could stop!
Here’s how Kristy tells it:

“I decided to take a leap and join the ‘Inner Circle’,  not really ‘getting’ what it was all about, but I had watched the videos and listened to the testimonials and thought ‘what did I have to lose?’

Nothing…so I signed up, and immediately after being selected as a member I checked out the Members Only section and right away I ‘got it’!

The concept, the templates the philosophy behind this model of marketing, it just makes complete sense, so I downloaded the templates from the web and got started. That first night, I had a flyer, birthday vouchers and a newsletter done and sent all before I received my Toolkit (3 days later) and my first coaching call!

And all this in the middle of being hit with a hurricane!..skipping ahead to day 19..feels like we’ve been at this like pros forever, it’s so easy and fun! We’ve developed a schedule that fits our needs and constantly send out new client letters every week, hundreds of flyers, birthday vouchers and we’re getting our second news letter ready to send out.

I’m not an expert on the computer, that’s the great part, you are walked through every step of the way and the follow up coaching calls round out the whole package…in 19 calendar days (of course some of these we are closed) we’ve had 39 new clients, 9 booked the flyer offer but most upgraded to higher revenue services, many have pe-booked already.

Our birthday vouchers have been such a hit, one guest had tears in her eyes as she spent her voucher because she had never received anything like that in the mail before and it touched her heart that we cared about her birthday!

Catherine, my coach, has reminded me that it’s about making a connection and keeping that constant connection with our clients.

I have been in this industry for 22 years and have been apart of many mentoring and business building bootcamps but never have we executed anything so easily with such immediate, massive results in such a short time! I wish I’d joined sooner…

Kristy Gower Master Stylist (Instructor)
Master Aesthetician (Instructor)

Makeup Artist (Instructor)

Salon Owner
Cosmetology Board Director

Here’s where Kristy’s salon is located – see where ALL our members are located here.


Hair Salon Marketing Strategy: Have these salon owners gone MAD…or do they know something about salon marketing that you don’t???

Ahmet and Selma Sadi of Answers4 Hair & Beauty in Narre Warren, Victoria…one of the first of 15 new salons to join the Inner Circle marketing & mentoring program and get their new Toolkit at the Salon Profit Secrets seminar at the Sofitel on Collins this week…

Hair Salon Marketing Strategy: Have these salon owners gone MAD…or do they know something about salon marketing that you don’t???


There’s always one in every crowd. In fact I’d be surprised, if not disappointed, if there wasn’t at least one stand-out, Olympic-standard, world-champion naysayer in every marketing seminar I run for salon & spa owners.

This week in Melbourne, as I demonstrated the differences between typical ‘pretty’, branding-style marketing that most salons & spas are told to use, and ‘my’ kind of Emotional Direct Response marketing, I put two ads on the screen side by side.

One was a typical, wasteful salon ad that failed every test in the Direct Response Marketing 101 handbook, and deservedly didn’t draw a single booking. The other was a typical ‘copy-intensive’ ad our Inner Circle members are familiar with – this one brought in 35 new clients in a single week.

But there was one in the crowd who wanted to argue.

“But your kind of marketing doesn’t look professional enough for my salon. I just couldn’t show that to my clients…”

Deanna Ristevski and Debbie Wardle of Maestro Hair in Point Cook

At least she spoke up. There were bound to be other doubters not game enough to show their hand. So I did my best under time pressures to explain why this salon owner’s opinion about her marketing just doesn’t matter. The only opinions that matter are those of the customers…and they vote with their credit cards.

The ONLY valid test of any ad or flyer is the return on investment it generates – not what it looks like, how well it strokes your ego, or how many glowing comments you get from friends or family.

That is NOT to say that all Direct Response marketing must, by its very nature, be ‘ugly’, copy-intensive, bereft of pictures, with no appealing visual features. Quite the opposite. Well-used photos or graphics can often increase an ad’s pulling power. But they must earn their right to occupy valuable and expensive advertising real estate. They must sell. Using pretty pictures or graphics for their own sake is an almost criminal waste of money.

Trish Rochetich and son Kristian of Take Off Waxing in Melbourne

I was wasting my breath – the naysayer in the room didn’t get it. Needless to say, she did not join the Inner Circle coaching program and leave with her Essential Salon Owner’s Marketing Toolkit tucked under her arm.

But 15 other Victorian salons did get it, especially when Inner Circle members like Mark Gibbs of Shellmark Hair Shack (18 months) and Kirsty Cuthbertson & Jasmine Dwyer of Adore Skin & Body Therapy (6 months) got up to do a ‘show and tell’ on their experiences.

Mark Gibbs reported his and wife Shelley’s salon had doubled their turnover in the past 18 months. Kirsty Cuthbertson reported her little two-person beauty salon’s takings for June 2010 were up by $15,000 over June the previous year.

Lina Rossi and Rebecca Naple of Vive La Belle Beauty in East Kew

Among the salons to join the program at the seminar…

Kristy Timms of Ren Skin Health in Geelong

Anita Kaine of Michindis in Mansfield

Kelly Inglis of Pure Skin Clinic in Belmont

Christine Palumbo of Take Off Waxing in North Melbourne

Debbie Wardle of Maestro Hair in Point Cook

Elva Vodanovich of Bio-Ger in St Kilda

Lina Rossi of Vive La Belle Beauty in East Kew

Selma Sadi of Answer 4 Hair & Beauty in Narre Warren

Andrea Martin of Lust for Hair in Forest Hill

Michelle Quarrell of Vanilah in Ballarat

Jacqui Chew of JC Unique in Mitcham

Deanna Hewitt of Academy Studio in Camberwell

Leanne Christie of Gossip Lane Hair Design in Park Orchards

Hair Salon Marketing Strategy: Have these salon owners gone MAD…or do they know something about salon marketing that you don’t???


There’s been flood of new members from all over the world in the past few weeks. In addition to this week’s Melbourne enrollments, we’ve welcomed from Canada:

Kirsty Cuthbertson and Jasmine Dwyer from Adore Skin & Body Therapy in Colac, Victoria. Members since February 2010, they’ve increase their takings 40% over 2009 since joining the Inner Circle marketing & mentoring program

Glennys Shouldice from Pure Hair Studio, Rita Singh of Ossia Salon & Spa, Nadine Bastien of Aphrodite’s Sanctuary, Vanessa Pagano of Mellennia Aesthetics Institute in Ontario, Dawn Fraser of Studio 324 Hair Salon, Janice Carr of Kismet Hair and Body and Andy Palitti of Avanti Hair Studio in British Columbia, as well as Deb McMillan from City Looks and Angela Ruiz of Lash Love / Love Nail Bar in Winnipeg, Manitoba.

From New Zealand we’d like to welcome Nicola Smith of NV Hair in Wanaka, Tania Dench of Wish Hair & Beauty in Papanui, Lauren Meacheam of Chillout Face and Body in Auckland, Kelley Leonard of Inspired By You in Whakatane, Monique Bright of Beauty Matters in Hamilton, Robyn Franich of Hair @ Matakana, and Charlotte Wenslick of Reaveal Beauty Therapy in Warkworth.

Costa Rica? Sure, Marc Langwieser of Arco Azul Salon & Spa in San Jose decided if ‘it’ works for the English speaking world, Spanish speakers might well respond to the same marketing stimuli too! His spa becomes our first member in Latin America.

All up since the beginning of the new financial year we’ve accepted 45 new salons in to the Inner Circle program.


Hair Salon Price List Template Marketing Superstars – Andy & Sylvia Palatti of Avanti Hair Studio, Canada

Talk about MASSIVE ACTION.  This couple win the prize!

Andy and Silvia, of AVANTI HAIR STUDIO, in Surrey BC (Canada), were one of the first Canadian salons to enroll in the Inner Circle Premium program and get their marketing Toolkit when our Canadian office opened on July 1,  and wasted no time putting it to work for them.

Within the first 10 days, they had implemented  a mini membership campaign (straight out of the Toolkit) and brought in over $9,000!!!!  Needless to say they were astounded, and have thrown themselves into action!

A Hollywood makeover flyer is ready to go to press as well as a Window poster to attract first time clients, and all this from a guy who just learned computers. According to Andy,

” If I can do it, anybody can do this”.

Andy has committed to spending dedicated time every week working on his marketing. Results speak for themselves.