Full Article Below:
Why Salon Emails Get Ignored–and what to do about it.
In the old days before Match.com made approaching people easy, social dances were a way for young men and women to meet one another.
How would they meet at a social dance?
They’d line up at opposite ends of a room and then the host would ask the men (or occasionally the women) to grab their partners for the next dance.
And those who made the “right” first impression danced the night away – while the other – the “wallflowers” – were left in their seats.
Why were the “wallflowers” left behind? It’s not that they weren’t interesting or smart, or even beautiful…they simply didn’t make a good first impression…and thus they were all but ignored.
And the same holds true for your salon email. If it isn’t making the “right” impression sitting in your client’s mailbox it’ll be ignored too – as will those beautiful offers which your clients will never take advantage off.
So precisely how do you get your salon’s emails opened?
By writing headlines that have impact.
And what does a headline have to look like to have impact? Make yours:
1) Specifically detailed rather than too vague – for example:
–Why a Busy Salon Haircut is the Key
–Why a Busy Salon Haircut is the Key to Your Look
–Why a Busy Salon Haircut is the Key to Looking Great 24/7
2) Clear and clean – with one thought not a jumble of two or three thoughts…
Does your hair color enhance your best features or is your hair stylist making these basic mistakes?
As opposed to…
Headline 1: Does your hair color enhancing your best features?
Headline 2: Is your hairstylist making these basic mistakes?
There are two separate thoughts here – either one can be a headline with the other a “sub-headline”
Example: Does you hair color enhance your best features (expert stylists will show you how).
3) Curiosity provoking – attract by mixing the familiar with the unfamiliar
Example: The Dry Bar – For HairDrunks Only!
The bottom line? Salon owners who don’t want their emails to be like wallflowers who get ignored will write headlines that are specific, clear and of course curiosity provoking.
You can do that too, that way your salon stands out in the “in-box”
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Whether you’re an iPhone lover or not you’ve got to be impressed with Apple’s having sold over FOUR MILLION 4s’s in the first weekend of its launch.
So what does this new iPhone have to do with your salon/spa business?
A lot – condensed into one word one – Siri.
Siri is Apple’s voice recognition program -technically speaking.
But it’s more than that. Siri is for the four million+ iPhone
4s’s owners an intelligent personal assistant – efficient,knowledgeable, professional, compliant, uncomplaining, and witty with a slight attitude.
She’s a “do-engine”. A “do-engine” who on command dials your office, schedules a meeting, or reminds you of an appointment. She can manage travels plans and reservations,coordinate local services,
find and plan entertainment, purchase e-commerce goods and serve as gateway to 3000 e-commerce service APIs on the Web.
Beyond that, Siri can learn your preferences and transactional information, so that she can automate any of these transactions without user involvement
So what impact could Siri (or Iris on the Android) have on your business?
Think of it like this. Now instead of having to use your smart phone to access Google or Yahoo (search engines) when you want to find a place to get a manicure, message, haircut, facial or more – millions of people will simply ask their “do-engine”Siri “where can I get a manicure”?
And Siri will say “I’ve found a number of salons near you and give them a list of salons complete with star reviews, distance,and the ability to get map and directions.
Now wouldn’t you want your salon/spa to be at the tip of Sari’s tongue? Of course you would.
How do you do that? Stephanie Hobbs has a great article on Search Engine Land called: 3 Simple StepsTo Get Siri & Her Friends To Talk Up Your Local Business.
In her article,she recommends three steps to help you rank better with Siri recommendations:
1. Makesure your Google Places Page is accurate and complete
2. Generate positive reviews and content like photos and videos
3. Make sure your Yelp profile is accurate and complete (Yelp is one of the data sources Siri uses).
The bottom line for any salon/spa owner is to make sure you have a solid local presence – it’ll help you with your mobile efforts – which by the way is growing by leaps and bounds.
And as impressive as Siri is– it’s only the beginning.
Does your salon website is generate more bills from internet service providers than names of potential clients?
If it does you’ve probably committed one or more of these 5 deadly salon website sins.
Your salon website is a marketing tool and marketing the science of finding prospects and turning them into profitable clients for your business.
So it goes without saying that your website must help build your business.
But if your salon website is, like most salon websites, just another pretty billboard sitting on the side of a lightly trafficked road, it simply won’t put a dime in your pocket.
So what are the 5 deadly salon website sins?
- No headline to attract a visitor’s attention. Instead most salon websites just use the name of the salon and some sort of tag line. This is hardly of interest to the prospect, but a strong headline, directly aimed at the website visitor, will get their attention. Headlines that enter the conversation going on in your prospects mind will encourage her to want to learn more about your salon.
- No compelling offer or presentation of information they’d be interested in. Having a benefit- rich compelling offer increases your chance of obtaining their name/address in exchange for your offer.
- No testimonials or endorsements. You alone talking about your salon’s professionalism and the wonderful customer service, holds far less weight with website visitors than clients or third party endorsers such as the press talking about you.
- No multiple ways to respond. Many salon websites do not invite the prospect wanting more information to call, fax or email. A call from a
prospect may be a better way to move them into your chair more quickly than simply putting them into a prospective client email
- No understanding that you’re not going to make a sale on the first visit. The sale comes in time, after the relationship is built and after a continual stream of information and offers (delivered by auto responders) are designed with your particular prospect’s needs in mind.
So if you’re interested in turning your website from a line item expense to a money maker, review your site today, see if it’s making any or all of these 5 deadly sins and amend your ways.
P.S. Don’t forget to sign up for my FREE ezine, for the newest trends and tips for Busy Salons. Click http://wwwbusysalons.com
Facebook is here to stay as a business tool for salons/spas. But this social media site only works when you’ve got Fans – and you get them by using a seven step systematic acquisition strategy.
The Big Myth
Sure you can get your nephew to put up your Profile Page. But it takes more than a kid to build our Pages to help us increase our fan base (the number of people who “like” us).
The big myth is that once you create your Salon/Spa’s Page the first thing you should do is invite all your friends from your personal profile.
Be careful – although FB’s guidelines (http://www.facebook/promotions.guidelines.php) say that you can import your data base, mass invites can be tricky because users can “like” up to 500 pages and they may want to be picky about it. Check out your own experience to see how many Fan Page Suggestions you have … they build up like a stealth bomber …
So don’t bomb your friends with suggestions to join your fan page – “just because” – without an apparent incentive.
What follows is a way to fill your Page with a big crowd – the kind of crowd who’ll also pack your salon/spa’s chairs and rooms.
The 7 Steps to Building Your Facebook Salon/Spa Fanbase
Step 1 – Make your plan – do this first thing! Don’t even think about moving to the next step before you finish your plan.
Think about it this way – if you were giving a party you wouldn’t invite people to show up at your door only to find you had no drinks, food or entertainment.
With Facebook your drinks, food and entertainment are called content.
- Photos and videos from your salon/spa
- Events you hold either in your salon/spa or with other companies/charities
- “Exclusive” offers for your Facebook fans only – they can be salon/spa offers or offers you arrange for with 3rd parties.
Step 2 – Create Compelling Content to Lure Fans
- Have photos/videos from the salon/spa
- Events (live or virtual) where you encourage people to invite their friends
- Make your content exclusive – they can only get it on Facebook.
Step 3 – Promote Your Page Directly
- Suggest it to your personal friends
- Ask your staff to promote it to their friends
Step 4 – Put it on your salon/spas marketing materials
- Business cards & other printed materials
- Website – header, navigation bar, contact page
- Your personal email signature
Step 5 – Run Contests
- Alternate promotions with coupons
- Create other content to get them to stay
Step 6 – Use Guerilla Marketing Tactics
- SEO your page for listings in Google
- Swap promotions with other local businesses
- Comment on other relevant profiles and include a link
Step 7 – Integrate Your Page
- Link to other social media including Twitter
- Use Facebook Social Plugin