I challenge you to think up something original, new and fresh. You limit your potential when you look at what has already been done.

 In today’s competitive world Marketing is essential.  Just because you have a better product or service than your competitor does not guarantee you will earn a higher income. Successful business is about successful marketing. It does not matter that you are a great Therapist. Does the general public know you exist? How are you going to lure them to your Salon? Do people care that you do Facials and sell Skin Care Products? People don’t buy products or services, they buy results and benefits.  When a client has her legs waxed, she is actually buying the result of hair free legs and the benefit of being hair free for weeks.  A client that buys skin care products is after clearer, younger, protected skin etc. She is after the advantages she gets from using your service and products. Your job is to focus on the advantages you offer. How are these advantages more powerful than your competitor? Your marketing concept is about presenting the advantages of your products and services in a clear, distinctive, compelling message. Your language and presentation must speak volumes of what makes you unique. “We do it better than anyone else.” It is not enough to explain what you do. There is no point in explaining what you do unless you can also communicate why you do it better. Spell it out, so the prospect understands exactly why she should buy from you rather than your competitor. Don't sound like every-one else. Many salon owners like to copy their competitor's advertising style and price range. Break away from the standard run of the mill salon advertising. If your prospect thinks you sound just like everyone else, they have little reason to buy from you. Using unique language to express a fresh message can make all the difference.

What makes your business unique? Don’t just compete on price. Dropping your prices is the fastest way to put yourself out of business. Develop a Unique Selling Proposition (USP). Promote your point of difference. Don’t just say it, Do it. When your message is specific, you have more impact. 

Dig deep and discover a deeper message which is You.

Don’t hold back, grab a pen and write down your thoughts, even the crazy stuff. Concept is everything. If there’s not a strong marketing concept, the odds of success are minimal. There must be a spin to the communication that stands apart from other salons and spas.

Unique or interesting stories are needed to draw people in. Tell people about the inspiration behind your concept. 

What is special about your location? Suburb? City?

____________________________________________________

Think in terms of unique natural resources and distinctive flora/fauna.

____________________________________________________

I am the voice of?

____________________________________________________

I am the spirit of?

____________________________________________________

I have been to?

____________________________________________________

I have learned?

____________________________________________________

I am passionate about?

____________________________________________________

­ I am obsessed with?

____________________________________________________

I wish?  

____________________________________________________

What is your subconscious telling you?

____________________________________________________

What is your creative side telling you?

____________________________________________________

Do you have a secret yearning? 

____________________________________________________

Do you have a story to tell? 

____________________________________________________

How can you weave your personality into your business? 

____________________________________________________

Ideas come from your life.

Are your products displayed in your salon in such a way that clients would describe it as attractive?

____________________________________________________

Are your services promoted in such a way, that potential clients feel compelled to give it a try? How can you make your message more enticing and persuasive?

____________________________________________________

Are your treatments and products described in such a way that clients think it must work? Does your message speak volumes about the benefits and results? Can you enhance the benefits?

____________________________________________________ 

In the marketing of products, it's easy to forget that clients are more interested in how a product makes them feel than in what a product does.

What is the main point you want to make? Salespeople often want to keep the grand finale for the last. They keep the golden statement up their sleeve for when all else fails. It is best to get their immediate attention right up front. If your first message doesn't “click,” the prospect leaves you mentally -- if not physically! 

You’ve probably been to movies and experienced the familiar and could predict what would come next. The car chase was familiar; the couple who hated each other and fell in-love was familiar. A good movie captivates you when there is a twist or a surprise that takes the action to an unpredictable outcome. Just like the predictable movie, you do not want to be a typical predictable salon which offers the classic facial, collagen facial, the Swedish massage, waxing and seaweed wrap. Nothing random =  nothing unpredictable.

Shake things up and give it a twist of some unpredictable action.

© Belinda Meyer publishes information for the Salon and Spa industry. She offers helpful information relating to health, beauty therapy, spa treatments, skin care, hair and more. Want to know more? Visit www.salonprofit.net