In advertising your aim is for the reader to notice and read our advertisement. To keep the reader’s attention it is best to keep sentences short. Make use of subheadings to reinforce the power of your headline. Use bullet points for easy reading. Not necessarily single words, it could be short sentences to break things up and keep it concise. Remember you are talking in terms of “What’s in for the client” Get on their wavelength and talk in terms of what they want. Educate your reader.
Don’t assume people know. Identify problems and supply the solution and highlight it in your advertising. Use everyday language. Fancy, elaborate words can put a reader off reading further. Simple, concise writing will guide the reader through your ad. Keep it relaxed and clear in meaning. Delete excess and unnecessary words.
Clarity is king! Focus on the benefits and results your clients want.
1. Remarket to old clients.
Did a past client stop coming in? If they have not been in to your salon for at least 6 months, send them a flyer, email, or text to have them come back.
2. Adroll Retargeting.
Not all your advertising money from Google Adwords and Facebook Ads is going to convert. Adroll lets you remarket to those clients who didn’t convert to a sale the first time. They’ll see your ad again when they browse other websites, and may come back to your website by being marketed to again.
3. Google Adwords.
This concept is pretty simple. People search for salons on Google, in your local market, and you pay for them to click on your ad. They head over to your website, and fill out a contact form or call you. That’s a lead.
4. Boost online reviews.
Ask your VIP clients to leave you a review online. At least 70% of potential clients search for online reviews before trying out a new salon.
5. Create a profitable front desk.
Train your staff to re-book clients for their next session. Teach your front desk what services to cross-sell and up-sell.
HUGE STICK TIP:
The acronym "GWP" stands for "Gift with Purchase". As the name suggests, a GWP is an item that is presented to your client when she spends above a specified amount on beauty treatments or skin care products.
The Gift with purchase (free item) could be anything from cosmetics, facial serum, salon voucher, soap packaged with fabric and ribbon, white plush slippers, perfumed drawer liners, candle gift set, product samples, mini fragrance oil etc.
And of course we are all familiar with the cosmetics companies who give away free tote bags, wallets, samples and introductory travel size products. Samples entice clients to trial a product. Many industries are now incorporating GWP offers. A free product enhances the transactional value of the purchase. Use GWP offers in you spa and salon, for example, with Every Hydra-facial treatments and receive a free Retinol Anti-wrinkle Serum.