Guide to Salon Marketing

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

Is Your Salon Marketing Effective?

If you do not have a salon marketing plan written down in an important and visible place, you are making a giant mistake.

Let me ask you a question. What's the most important part of your business?

Is it the location? The equipment? Your customers?

The answer will surprise you: It's MARKETING (location is important too, but hold off on that for a moment...)

Marketing is the most important part of your business because without a steady stream of eager customers who want to spend lots of money at your salon, you will go broke. Even if you have the best salon equipment and staff on the planet, and the best location, you will not survive competition or you will not reach anywhere near your potential if you don't continually marketing to your current customer base, and continually generate new customers.

Secondly, lets say you have the best location in your area, and by virtue of this location you are getting good exposure and a respectable number of new customers. Now lets say a year or two later your landlord either shoots the rent up so high it eats away a large portion of your profits, or they simply decide to cancel your lease for a Starbucks or something. Now you have to move and find a new location. This is a problem no matter how you look at it, but if you have developed your salon marketing skills this problem is not really as big as it could be because you know how to keep many of your customers coming into your salon no matter where you decide to relocate, and you can create a marketing system and promotions to instantly attract new customers.

Salon marketing is of enormous importance because if you can't instantly create a cash flow surge at will, or if you can't create a steady stream of new customers by writing effective ads and sales letters and promotions, you are not only leaving lots of money on the table, you are potentially risking your business.

Good locations come and go, and often they are too difficult to find, but you can take your marketing skills with you wherever you go...

Developing your salon marketing skills is your insurance policy against sagging profits, back stabbing landlords, and settling for a second rate location.

SIDE BAR: Don't get me wrong, location is a crucial part of your business . It's fair to say that it's just as important as marketing. And many businesses get away with a profit simply from a good location. But if they kicked their salon marketing into another gear, they can literally take over their market.

Marketing is the most important part of your business because it's the highest paying 'job' in your business . When you incorporate effective marketing techniques that get your current customers to spend more money with you, and when you use effective salon marketing that attracts new customers in the door day after day, what other position in your salon becomes more important? Cleaning up? Clerical work? Cutting hair? Cleaning tanning beds?

None of these positions are nearly as important as salon marketing.

Start working ON your salon, and not IN it. Develop a marketing plan, test, tweak, and keep your marketing plan going (a system). Because working IN your salon is a low paying endeavor and it's easy to get caught up in the $7 per hour chores. But focusing on salon marketing which can bring in several thousand dollars an hour is much MUCH more important, and it's a skill that will help you make more money and create successful businesses for your lifetime.