Are The Yellow Pages Your Salon and Spa Marketing Plan

Tips on your salon and spa marketing plan…

Sadly, many a spa owner thinks that a salon and spa marketing plan consists of running an ad in the yellow pages. Not only is the cost of a yellow page ad exorbitant, they are very ineffective for two main reasons.

First, there’s little that’s going to make your yellow page ad stand out other than pay more and get a bigger add. Even if you create something that has a little bit of eye catching content, by the time it makes it print its likely going to look as boring as all the other yellow page ads.

Second, with so many other resources available these days the yellow pages are almost the last tool that a potential client will grab to fin the best spa in town. It’s about the equivalent of having a website that ranks so low nobody sees it or finds it.

That means your salon and spa marketing plan had better go a whole lot further than the purchasing of a yellow page ad, at least if you want your marketing campaign to be successful. When you are drawing up an ad, whether for the yellow pages, the local newspaper, direct mail outs, or any other platform, there are five things that need to happen.

Strong Headline – you need to create a headlight that’s strong and driven by a benefit to the potential client. What does that mean? It means you need to tell them “what’s in it for them.” For example, “Yes You Can Look 10 Years Younger.”
An Over The Top Guarantee – By offering a guarantee that can’t be beat they can feel confident in trying your service. For example, “If You Aren’t 100% Satisfied With Your Treatment We’ll Give You All Your Money Back.” What’s interesting is that those that offer these types of guarantees are seldom called on it because they offer great service to begin with.
Testimonials – Having testimonials from your existing clients can be very beneficial when trying to get a potential client to act. For example, the testimonial could look something like this. “Here’s what others are saying about XYZ Spa – There treatments are the best I’ve had and I’ve visited many spas. The staff is well trained and the spa is a sea of tranquility. Joan Smith.”
A Compelling Statement – This tells the potential client why you over other spas. For example, “We Only Use Natural Treatments, Never Chemicals On Your Body.”
A Clear, Concise Message – Don’t use italics or other fancy fonts that are hard to read, and make sure to leave white space, which makes for easier reading.

There you have it – when it comes to your salon and spa marketing plan, don’t rely on the yellow pages. Instead, follow these five steps to a marketing strategy that works.

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