Guide to Salon Advertising

Testimonials:

"Since initiating some of your ideas my business has been up 30%! My
competition is wondering what's happening. They are surprised that I
came from behind to start to lead the pack. I'm still learning and
trying more of what I learned from your materials. Thanks for
everything."

Jimmie Bush
Honolulu, Hawaii

"It is not often that you will come across the marketing skills and savvy that Brian possesses. I know because I have spent many profitable years as a marketing consultant and expert for the biggest and most famous copywriters in the country. Just a few names you may recognize are Jay Abraham, Gary Halbert, Ken Kerr, Brian Kay, and many many more."

Carl Galletti, AZ.

"The copywriting world is full of pie-in-the-sky "fluff" marketers. I'm not impressed with promises until I have tested them in a practical way. I tested 3 specific techniques in my advertising copy that I learned from Brian and received an average of 15% per thousand! The test was small, but my results were HUGE in comparison with the pull of the previous letter I used BEFORE implementing the techniques I learned from Brian. The 15% response that I received was from implementing just these 3 simple techniques made a believer out of me!"

Michael Temple
Plymouth, NY

Discover Better Salon Advertising Results!

When it comes to salon advertising there are two types of advertising alternatives to choose from. The first form is called image advertising (or brand advertising). This kind of advertising requires a business owner to blast his or her salon name with pretty pictures, and maybe a slogan, in all forms of advertising media, hoping that people will remember his or her salon name and become a customer.

Image advertising also requires a significant investment because you will spend big money on newspaper advertising, radio, billboards, direct mail, etc. etc.

Image advertising is known as 'Blimp Marketing' in direct marketing circles. You've seen the Goodyear Blimp at all the ball games and big events, right? Goodyear is spending millions of dollars in this 'blimp marketing', with nothing to show for it except the actual blimp.

Unfortunately many business, including most salon owners, fall victim to 'blimp marketing' because they see all these big companies spending tons of money on image advertising and they think that, well, since they are doing, I guess I should.

Besides requiring an enormous investment, the first problem with image advertising is that you can't measure results simply by blasting your name all over the place. Maybe a customer will come in and say, 'I've heard of your salon' , or ' I see your ads all over the place' . But you still don't know exactly when, where, and what motivated them to come to your salon. This is important information to know.

The second problem with image advertising is that even if you pay all this money on blasting your name, it's a HUGE gamble. As I mentioned before, you can't accurately measure results from one salon advertising campaign to another (which is crucial information to know). And on top of that, you have no idea if it's going to bring in business.

If you have hundreds of millions of dollars to waste and you are an enormous company like Coke or Pepsi, then you can risk spending money on image advertising. But you and I need results now, and we need to know how a customer responded to our ads, and how much money they spent...

The second form of salon advertising is called Direct Marketing. It's the only form of marketing that works because Direct Marketing is all about how to design a marketing piece that gets people to respond so you can MEASURE results.

Measuring results is the key to success in salon advertising. Because this way you know what is working and what isn't so that you can test another salon advertising campaign and improve a poor performing campaign (or get rid of it), or make a good one even better.

Direct marketing is also about targeting potential prospects that want and/or need your services, getting them to buy more, and refer customers to you.

Once you apply direct marketing fundamentals to your salon advertising campaigns and test, you will see a whole new world open up to you. And that means cash in your pocket!