Salon Web Template: Do You Insist The World is Flat?
If you own your own business, this is for you.
Every so often, we get a complaint from a Member, like this one: “We have purchased all of your marketing material about one month and a half ago. We are NOT HAPPY….(I just wanted to) let you know of my disappointment with the marketing so far…”
These do become tiring, particularly in light of overwhelming evidence from literally hundreds of salons & spas all over the world who are using the very same marketing system, and achieving documented – and in many cases, truly spectacular – results.
To verify this, you need only browse around this website. Go look under Salon Superstars. These are real owners of real salons & spas, all over the world, all of them using the Essential Salon Owner’s Marketing Toolkit® containing exactly the same Direct Response marketing and advertising templates for flyers, letters and ads, and the ‘sales thinking’ that goes behind them.
So what is the difference? Idly, I was reading through a little booklet by Dan Kennedy. It’s called
“Why Do I Always Have to Sit Next to the Farting Cat”
but the whimsical title is just an eye-catching headline for a very serious, hard-nosed and instructive essay on why a few people achieve success when the vast majority don’t.
So I quote Kennedy here, as answer at least in part to the complainers:
“If you own your own business, there’s a pretty good chance you also own some of my marketing courses, and/or own a marketing system put out by someone I’ve influenced.
If you own a Marketing System specific to an inudstry, odds are it’s been put into your hands by somebody who I work with. I’m familiar withi the system you have. And I have something important to tell you about it.
The first thing you should know – “it” works. Each of these industry advisors have thousands of business owners who can testify to that. Questioning the efficacy of these Systems is like insisting the world is flat. The time for such an argument has long since passed. These leaders and their Systems are proven.
So the second thing to know is – it’s about you, not ‘it’.
I remember being at one of Joe Polish’s boot camps for carpet cleaners, and listening as a carpet cleaner went on and on about how nothing of Joe’s he tried worked because all his customers were cheapskates and everybody in his town bought only based on the cheapest price. Finally, I stopped him. I asked if there was a shopping mall in town. When he said yes, I wondered out loud how that could be.
If everybody there only bought by cheapest price, the only store there would be a Wal-Mart. You see, insisting that everybody buys by the cheapest price is stupid. (And, incidentally, fewer than 10% of customers buy that way, unless offered no other basis for making a decision.) Then I pointed out to him: he chose his customers. He did certain things to attract them. If they were all cheapskates, his fault.
I find a lot of people fail to get the results they should, that others get, for one or more of these reasons. One, they don’t actually use the Systems as instructed. They fool around with it, use pieces of it, change it.
Two, other aspects of their businesses are so screwed up, marketing that brings more customers in the door is futile.
Three, they are self-defeating whiners and complainers. There is an intangible to business, and that is attitude.
Fourth, they never do much of anything. If they start, they don’t follow through.
So I want to tell you again, questioning the efficacy of these Systems is like insisting the world is flat. The time for such argument has long since passed.”
There’s a saying. A poor carpenter blames his tools. I’m here to tell you, you own extraordinary tools.”
Amen. And by the way, I’ve just ordered a whole truckload of those little books from Dan’s printer in the States. Our Inner Circle members will each get a copy, free.
If you are NOT yet an Inner Circle member, you do NOT yet have the Essential Salon Owner’s Marketing Toolkit®, you are fighting a lonely battle devoid of the right knowledge, useful tools, with both arms tied behind your back, re-inventing the wheel every day, probably doing it the same way you’ve always done it, probably getting the same lackluster results you’ve always got.