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.