Most salon/spa owners/managers are frustrated and disappointed when they advertise and promote their business.
Why? Because they’re tired of getting far too little results for their marketing efforts.
The problem is that that they have salon marketing fatigue. Fatigue caused repeating what they’ve done before hoping that this time things will improve or try something new, hoping that it’ll do “the trick”.
The way to cure this problem is digging down and finding it’s root cause.
So if your salon/spa’s performance is falling short of your expectations it’s the result of one of the following:
#1 You have the wrong mindset: Your thoughts and attitudes, plus the underlying
beliefs you say to yourself determine your outcomes. For information on mindsets I recommend the work of Byron Katie at www.thework.com
For example if you think it takes too much time, or is too expensive to do, then guess what? It will be. Your beliefs create your reality, so you’ll want to look at them, identify them, and work with a process to turn around those beliefs. You’ll want to question your limiting beliefs.
#2 You don’t know how to play the “game”: Like any game marketing has rules and parameters. It’s a process with a beginning, a middle end, and an end. Remember just like a game, you’ll also need a way to keep score.
#3 You don’t speak the “language”: No, this isn’t the technical stuff of the advertising world, it’s the way to use language. It’s about the syntax (the order in which ideas are communicated). You probably know marketing is about AIDA (gaining attention, creating interest, and desire, and getting the prospect to take action). The challenge is what you have to say to get AIDA. Robert Middleton, www.actionplanmarketing.com coined the phrase “marketing” syntax.
#4 You don’t have a powerful message: You haven’t used the syntax to develop the message. The purpose of your message is to get attention and interest, so people say, “Tell me more.”
#5 You don’t have the right currency: Currency is information about your services that your prospective clients are looking for. Use it to turn interest into commitment. Once you have their attention, they want to know more.
#6 You haven’t implemented the right tactics: Use more than one tactic to convert a person into a client. Approach them from more than one angle.
#7 You don’t have a marketing action plan: All of it must be written out. It’s your blueprint for marketing success. Remember, the act of putting it down on paper gets the ball rolling as nothing else can.
So to get and keep high quality clients realize your not in salon/spa business but in the business of marketing your salon/spa.