How do you feel about marketing your nail business? Most Nail tech’s hate it. So many Nail Tech’s have told us over the years that when they sit down to do their marketing, their minds go blank and they don’t know what to do – so they do nothing.
We all know that if you are going to succeed in these tough economic times then you have to market yourself and your business. But, when it comes to marketing, you might not know what to say because no one has even taught you.
I want to share a simple, and very practical formula for creating marketing materials and special offers. What I am about to share with you works only if you use every element in the formula.
Before I give you the formula there is a simple marketing principle that you have to understand first – all advertising is salesmanship. In other words, every piece of advertising that you create for your Nail Business, must do the work of a Sales Rep - i.e. it must sell.
If you use this formula, your ad, brochure, flyer, signage etc… will be turned into a compelling sales presentation that grabs a customer’s attention and moves them to purchase products and services. Here are 6 elements you need in every ad, brochure and promotion…
Marketing Element # 1
Firstly, every advert starts with an attention grabbing headline. The headline has one job and one job only.
Its job is to force or compel your prospect to read the next part of the ad, brochure, website etc. This is where most Nail Tech’s make their first marketing mistake.
Instead of using an attention grabbing headline at the top of their advert they use their business name. You may not like what I am about to tell you, but your businesses name is not strong enough to cause people to read the ad and buy.
When consumers read adverts and articles, they scan the page and look for headlines that grab their attention. If a headline does grab hold of them they keep reading, if not they turn the page. In short, your salon Name is not enough to catch the prospects attention.
Marketing Element # 2
The next thing you need in your ad is an irresistible offer. An offer with massive value! A discount is not an offer, a list of what you do in the Salon is not an offer. The offer is the most important part of the ad because this is what the customer will buy, plus everything else in the ad will revolve around the offer. I don’t have the space in this post to show you how to structure a value added offer but I will dedicate an entire post to creating your special offer next week.
Marketing Element # 3
You are probably going to think I am crazy and you might hate what I am about to say but the next part of a compelling, irresistible offer is a guarantee. I will also talk about this in detail in future blog posts. The reason you need a guarantee is twofold.
None of the Nail Tech’s that you compete against guarantee the quality of their services.
But also, for all the people who pick up the phone and call on your ad, brochure, website or flyer there are twenty, thirty or fifty who almost call but don’t.
What you should be doing is guaranteeing your services and then shouting your guarantee from the rooftops to generate sales.
Your guarantee is the best sales tool that you can ever include in your offer because it eliminates risk and gives your prospect more reasons to say yes and less reasons to say no. If you can’t guarantee something don’t sell it and if you can’t prove something don’t sell it.
Critical Element # 4
The fourth part of our marketing formula that works is a customer testimonial. This is the cheapest, most effective marketing tool and almost everyone reading this post is guilty of neglecting it and not using it nearly enough! When is the best time to ask for a customer testimonial? As soon as your customer walks out of the treatment room and pays.
That is when they are the happiest and most excited about what you have done for them. They look good, they feel good. You have turned them into a Hollywood Superstar, you have taken a photo of them. All you need to do is say, “Your nails look great. Would you mind saying how you feel?” Ninety nine percent of them would say “of course not, I would love to.”
Critical Element # 5
The next element is scarcity. A special offer is not a special offer if people can buy it anytime they want so you have to limit your offer.
Consumers are lazy and stupid. So whenever you offer them something you have to take it away from them. You create scarcity by either limiting the number items or by creating an expiry date.
Scarcity is a valuable thing because it makes people want something more. There is a lot of psychology behind this but scarcity plays on the “fear of loss” and “greed factor” that all human beings are prone to.
Critical Element # 6
The last critical element in your ad is a “call to action.” You need to tell your prospect what to do and why you want them to do it.
There are different types of call’s to action and they all depend on the purpose of your ad. But basically, the simpler, easier, cheaper and faster you make it, the more people will respond. NEVER FORGET to tell your prospect who to speak to, what number to phone, website to visit and what they have to do to get their hands on your special offer.
Case in point – just this morning I received a marketing sms from a Nail Tech – it was a great promotion – the problem is she forgot to include her contact number in the ad. Don't ever make this mistake. You have done all the hard work to create a great ad - so make sure your customers know who it is from and how they can get hold of you.