Skin Care

There is a huge amount of very, very bad beauty salon advertising.

There are a lot of very, very good beauty salons not attracting as many clients as they should because they are not aware of the mistakes they are making.

The truth is that the old saying ‘build a better mousetrap and they’ll beat a path to your door’ isn’t actually true.

You can have the best salon, the best treatments, the best location and still go broke.

Similarly, there are a lot of salons and spas in ‘poor’ locations with few experienced staff absolutely rammed to the seems and overflowing with clients.

The difference between the two is the use of effective beauty salon advertising.

That’s not to say having a great beauty salon isn’t an advantage because of course it is. But for those salon owners wanting dramatic increases in profits, marketing is the key.

This article isn’t the place for us to discuss how to create a world class client generating system but I am going to reveal three of the biggest salon advertising mistakes.

Stop these and your results will dramatically improve.

Mistake #1 – Not Knowing WHO You Want to Attract

This is the biggest mistake I see with salon advertising and the main reason so many people get poor results from their advertising.

I’ll give you an example.

Say I decide to do a 1,000 flyer drop in my local area looking for new clients.

Out of the following 2 options, which would likely give me the best response:

1. 1,000 flyers delivered to 1,000 random homes in my area.
2. 1,000 flyers delivered to homes with two female occupants, in affluent areas.

You got it… The second option.

Now, what if we were to get even more specific and drop the 1,000 flyers to neighbours of our existing clients with two female occupants in affluent areas and we mention that their neighbours rely on you for their beauty treatments.

Our response would of course be much higher.

It really is quite simple.

Your advertising messages should target people who are pre-disposed to being interested in what you offer.

Blanket, ‘one-size fits all’ advertising is a great way to lose money.

And it doesn’t just apply to flyers….

Mistake #2 – No Offer!

This quite frankly infuriates me.

I mean what the heck do people expect to happen.

If I see another salon ad ad that just list their treatments and show their name I may well have to pick up the phone (if they’ve even left their phone number), give them a call and ask them to flush their days takings down the loo because that what their ad is doing!

If there is no reason for someone reading your ad, flyer, letter, postcard, web site or whatever to pick up the phone and call you or come into your salon/spa to see you then guess what… They won’t!

However, if you give them a compelling, irresistible OFFER inviting them to come see you or call you then guess what. They will! Or at huge amount MORE people will.

So, from now on NEVER, EVER, ever advertise without a direct, compelling offer.

Mistake #3 – No Deadline.

Whenever I write an ad, sales letter, postcard, website etc I sit down in quiet place and imagine the prospect or client I want to attract as a giant, couch bound sloth.

Yep, a giant, couch bound, lazy sloth.

They aren’t of course but I do that for a reason.

By imaging this giant, couch bound, lazy sloth it reminds me I need to create something so compelling that even this couch bound sloth will jump up off the sofa, leap to the phone and make an immediate call to me.

And to make that happen you need that compelling offer we spoke about in the last mistake and you MUST have an URGENCY creator. You must have a reason for them to do what you’re asking them to do NOW, not later…

What can you use?

Well, a time deadline (3 days, 7 days, a specific date) or a quantity limit are two of the best ones…

So there you have it.

3 fatal beauty salon advertising mistakes and how to solve them.

Do those 3 things and you CANNOT fail to increase your return from all your advertising.

Dedicated to your success,

Henry Baker.

About the Author:

Henry Baker helps salon and spa owners all over the world attract more clients, get them spending more, returning more often and referring more people. For a FREE report “How to Double Your Salon or Spa Profits in 117 Days or Less — Even In Recession” head to http://www.magneticsalons.com/blog.

Article Source: ArticlesBase.com – 3 Fatal Beauty Salon Advertising Mistakes

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