Leadership Marketing for Salon and Spas
The goal of Leadership Marketing is not to create sales heavy content or posts, the aim is to be viewed as knowledgeable and willing to help clients.
Recently I presented three days training covering how to get more QUALITY clients into salons and spas with;
Referrals, Reviews and Ratings
During the course, I briefly spoke about Leadership Marketing.
However, I didn't have time to go into details, so I thought, make it the subject for the Revenue Newsletter.
Salon marketing In brief.
Each quarter is 1-2 specific promotions that run for six weeks for each department (if hair and beauty).
A total of 8 MAJOR promotions each year plus specific days like Mothers Day and scarcity marketing, short, quick offers for quiet days/weeks.
Leadership marketing can be used BEFORE the MAJOR promotion starts to increase sales.
Specific Promotions and Leadership Marketing
For this post, the example I will use is body services for the holiday session.
However, the style and structure can be used for any service being promoted.
Between 2 to 4 weeks BEFORE the promotion starts, you can PRIME your clients to take action and book the solution to their problem.
The copy (what you write) can be shared via email, video, blogs and on social media.
Social media is leadership marketings BEST friend, as long as you are engaging and providing value to clients.
Whether the promotion is for a facial, body service or hair, the service you promote solves a problem that your clients have, they MAYBE very aware they have the challenge and be wondering;
"What can I do to fix it?"
or they may not realise (YET) they have a problem they want to fix.
The Structure
What you share will need a structure to have the BEST impact.
1 - The Opener - What's their pain?
2 - A HINT of a better future
3 - Make a promise + Dangle Carrots
This style is effective because it leads with the pain and focuses clients on what they desire, its effective with Nice Zone and Buying Zone clients and removes clients who can't relate to the problem.
For each of the three parts, I will use be using a body drive as an example.
6 Ways to use Leadership Marketing in the Pre-Launch
Step 1 - The Opener
The opener focuses on the PAIN people experience, something that other people can read and think "It's like you read my mind" "I KNOW that FEELING".
How many of us said in January, this summer I'm going to have a body to be proud of, sound familiar?
No more hiding under a sarong!
Heck, I looked for one the other day to find its called a BEACH COVER UP!
I don't know about you, but I believe most people want to walk onto the beach and feel good, we're on holiday!
Not feel self-conscious and uncomfortable, right?
2nd Example
Today, so many people want to get into shape.
We diet.
We try and do more exercise and be more active.
Yet we can't lose the weight, and the body we want remains a dream.
Step 2 - The Hint of a Better Future + Leadership Marketing Style
For step 2, I'm sharing six different ways to can communicate and engage with your clients; you can use just 1 or a combination.
Real World Anecdote (Tell a Story)
Think of real-world anecdotes, storytelling like a ladder at the bottom, the problem and at the top the dream.
Start at the bottom of the ladder and move up as you write.
This year it's going to be different, no more worrying about flabby, wobbly bits or hiding away feeling body shamed.
This year when the kids want to swim, or play ball, it's going to be feeling body confident.
A friend told me she made excuses to her kids, not joining in because she hated her stomach and thighs.
How she spent HOURS searching for beachwear she could hide underneath.
Instead of joy, she'd been filled with dread.
I couldn't believe it.
She's such a strong woman and an incredible mum.
So I told her, let's make this year different.
She's two dress sizes smaller but most importantly TO HER there's no more wobble, her skin is firmer and the visible signs of cellulite she hated most, GONE.
She's going to have a fantastic holiday this year.
Remarkable Results
Share results you've seen or with permission real client results.
Despite this, people manage to tone and shape their body and feel confident.
Take Susan, for example, mum of 2. She'd tried everything and did what she was supposed to do, counted calories, eat healthily, exercised but it didn't get the results she wanted.
But then she discovered The Beach Plan and now she's lost inches, firmed her skin and can't see any cellulite.
Anyone can use the techniques, any body shape.
I've worked with dozens of ladies and seen amazing results, including;
Result 1 - Julie lost 3 inches from the top of her thighs and 4 inches from her hips
Result 2 - Karen over her stomach, hips and thighs lost a total of 12 inches and can no longer see cellulite on her legs
Result 3 - Claire had a C-section and struggled to tone her lower stomach, now has a flat stomach
Stir up the Hurt
Buying ANYTHING is based on how we feel, the decision to do something is 70-90% emotional. Write about how the problem feels in a way that clients can relate.
No more swimming in that beach coverup only for it to stick like GLUE to all the bits it was supposed to hide.
No more;
"I'm just reading my book, ask dad" because you don't want to walk or run around.
Thinking if I lye here with my legs outstretched knees slightly bent (toes pointed) my thighs don't look so bad!
No more shapeless dresses to the ankles that feel like a maternity dress or shorts to the knees.
Those moments of RUSHING from the sun lounger to the pool when you think no ones looking or wrapped in a towel left on the side for a QUICK COVER up.
I know there have been times I felt like this, especially after becoming a mum, my body changed and I didn't like it.
Maybe you can relate?
Themed Month
Yes, from social media to in-salon focus everything on the ONE topic.
So this month it's ALL about The Beach Plan
Throughout June, I'll be sharing everything you need to know to have to say bye-bye to wobbly thighs and tums, plus the dreaded cellulite.
Everything you can do so you CAN throw off that sarong because it's just WRONG to hide away and feel uncomfortable in our skin.
So who's in?
X Day Challenge
Whether 10, 14 or 30 days, this style of marketing is a great way to get clients to use something, take action building a routine before the service or retail is available to buy.
If the person can start to see results, they're MORE likely to buy when the promotion begins.
The 30 Day Beach Challenge.
Join me as we get beach ready for that long-awaited summer holiday, this summer throw that sarong away with confidence.
Everything you need to get the body you want ready to jet off, I've got 25 spaces available for this exclusive challenge, and I'm even throwing in a few surprises and a FREE treatment plus loads of top tips that will have you rocking that beach with confidence.
Who's ready?
Step 3 - Make Your Promise + Dangle Carrots
In step 3, you need to tell people what will happen next (the carrot) and make a believable promise that you CAN deliver and how you will be sharing with them how soon.
In the next couple of days, I'm going to show you the common mistakes people make when trying to get beach ready and how you can tone and firm up and get rid of cellulite.
Soon, you too can lose inches and feel confident on the beach this year. And I'll show you how.
Remember whether you use social media posts with a picture, video, email or a blog post (or a combination of all), it needs to have structure.
1 - The Opener - What's their pain?
2 - A HINT of a better future
3 - Make a promise + Dangle Carrots
Here's the FULL example;
How many of us said in January, this summer I'm going to have a body to be proud of, sound familiar?
No more hiding under a sarong, heck I looked for one the other day to find its called a BEACH COVER UP!
I don't know about you, but I believe most people want to walk onto the beach and feel good, we're on holiday! Not feel self-conscious and uncomfortable, right?
A friend told me she made excuses to her kids, not joining in the fun by the pool because she hated her stomach and thighs.
How she spent HOURS searching for beachwear she could hide underneath.
Instead of the joy of the beach or pool, she'd been filled with dread.
I couldn't believe it!
She's such a strong woman and an incredible mum.
So I told her, let's make this year different.
She's two dress sizes smaller but most importantly TO HER there's no more wobble, her skin is firmer and the visible signs of cellulite she hated most, GONE.
She's going to have a fantastic holiday this year.
No more swimming in that beach coverup only for it to stick like GLUE to all the bits it was supposed to hide, no more;
"I'm just reading my book, ask dad" because you don't want to walk or run around.
You know the; If I lye here with my legs outstretched knees slightly bent (toes pointed) my thighs don't look so bad! That old trick?
So I decided to do something special just for you.
The Month of June is The Beach Plan.
Join me as we get beach ready for that long-awaited summer holiday, this summer throw that sarong away with confidence.
Everything you need to get the body you want ready to jet off!
Loads of top tips, activities and more that will have you rocking that beach with confidence.
Who's ready?
In the next couple of days, I'm going to show you the common mistakes people make when trying to get beach ready and how you can tone and firm up and get rid of cellulite.
Soon, you too can lose inches and feel confident on the beach this year. And I'll show you how.
Important Point
In my own salon, I had an INCREDIBLE body machine, which was a MAJOR part of my marketing throughout the year.
I would have started "The Beach Plan" in January and driven it HARD till the end of August.
The copy I created was an example.
Start with the Pain
If you structure your message, your clients who WANT to solve the problem will develop the desire for the answer, your solution.
Wanting to learn what options they have to get the result they want.
In the next Revenue Newsletter, I'll share step 2 where you'll help clients avoid the pitfalls, the mistakes and set yourself apart from the competition.
If you're on the Revenue Newsletter, you'll get it first and some exclusive tips I won't share anywhere else.
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The 7 Killer Sales Mistakes in Salons and Spas
How to Calculate Service Pricing for Profit
Simple Techniques to Increase Website Attention
How to Present Packages to Sell More
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