Day Spa & Salon Advertising And Marketing Mistakes - Part 1
Day Spa & Salon Advertising And Marketing Mistakes - Part 1
Big Mistakes Marketing and Advertising Your Day Spa And Salon
Day Spa & Salon owners are often frustrated with the results of their advertising and marketing. We often find that Salons and Day Spas are making a number of big mistakes when marketing their business. One mistake that we see often is the failure to use emotional benefits in place of the features of their product or service.
There are only two reasons clients or prospects respond your offer or advertisements. The first reason they respond is because they want to solve a problem. The second reason they'll respond is because they want to create a feeling of happiness. The ultimate is if you can solve a problem and create happiness and fortunately as a Day Spa or Salon owner you can do both!
Unfortunately most day spa and salon owners will talk about things that don't solve a problem or create happiness.
Many only talk about the features of their salon or spa such as the number of massage therapists they have, that the therapists are certified, how many years they have been in business, they might have a certain services that they highlight, etc. But they never talk about the emotional benefits of the services or what problems can be solved.
In many cases if you pick up a piece of direct mail from a salon or day spa it will have some pictures of the salon, the logo, hopefully a phone number, website, etc. but that's it! Rarely do you see a great piece of direct mail with a great emotional headline that makes the reader want to take action. The same goes for TV Ads. All of the marketing we see for Salons and Day spa are "Brand" or "Image" advertising that is a complete waste of money.
The smart Day Spa and Salon owners are talking about the benefits of each service offered. They will write an ad, direct mail piece or commercial that clearly states the benefits of doing business with them. As an example when writing for a massage you would include:
* Decreased anxiety.
* Enhanced sleep quality.
* Greater energy.
* Improved concentration.
* Increased circulation.
* Reduced fatigue.
Matching these benefits with your target market that we outlined in the previous article you can make your marketing and advertising very effective.
Let's just say we are trying to attract; busy corporate executives who work seventy plus hours a week. If we are writing to them we can now explain in detail that our "Hot Stone" Massage will help them to sleep better at night, reduce fatigue and provide them with much needed energy to get through their long work weeks. Not to mention they'll be able to concentrate on projects and increase their income as a result. See with this type of an ad or direct mail piece the prospect knows they have the problems you've stated. You now have a solution for them and it make the sale much easier.
More research also shows that getting massages on a regular basis can help:
* Arthritis sufferers note fewer aches and less stiffness and pain.
* Asthmatic children show better pulmonary function and increased peak air flow.
* Burn injury patients report reduced pain, itching, and anxiety.
* High blood pressure patients demonstrate lower diastolic blood pressure, anxiety, and stress hormones.
* Premenstrual syndrome sufferers have decreased water retention and cramping.
* Preterm infants have improved weight gain.
Each of these benefits can now lead you to new target markets and allow you to craft a message that speaks directly to each of these markets. This is very, very powerful and why it's so important to sell with benefits and not features. Features are cold and boring. With the benefits you can help solve problems and create happiness which is how ALL prospects make buying decisions.
If you can tell stories that relay and show the benefits of your Salon and Day Spa services instead of just the features of your business you're now able to sell at premium prices and get more new customers too!
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