Does your marketing connect on a personal level?

As a client, one of the first things that I'll look for on a salon or spa website is the person behind the brand and business.  Who's dream built this space, designed the services, selected with care the products? 

And usually, I can not find any trace of the person or partners behind the beautiful logo, website, or an impeccably designed salon and spa.  As a client, I'm curious.  As a journalist, I'd want to know more about who I'd potentially write as story about in a local newspaper.

Putting more of YOU in your marketing is one of the most powerful ways to connect prospective and loyal clients alike.   I have been exploring some of the top reasons why this is the case and developed a few simple solutions to create a personal connection between your brand and your clients.

You may relate to the top responses I received when helping owners of spas and salons put more of themselves into their marketing.

1) I want to look bigger than I am. More official. More professional.  Your level of professionalism is found in the quality of your services, cleanliness of your rooms and excellent client testimonials.  It is not found in a "front" of a business name.  Some salons and spas put their name right in the name of the business or product line and this can be advantageous, but is not required.  When your business name relates to a feeling (e.g., bliss), place (e.g., Italy, Hawaii) or thing (e.g., chrysalis) you MUST be sure to share the personal story of the founders so that clients can connect with another human.  It is very very difficult to build a brand that people will personally and emotionally connect to without this story.  Examples of brands that have succeeded (after years and years and lots of advertising spending): Disney, Apple, Dermalogica or MaryKay.  These all come to mind as brands that people emotionally connect with, are loyal to ... yet all of them have a well known "founders" story.  You don't go to Disneyland because of Walt Disney, but a part of the magic and authentic nature of Disney is that is was family built and owned for so long.

 

2) I don't know how to write a biography. There are two solutions here...learn how to write one (Joan Stewart has wonderful resources at Publicity Hound) or pay someone to write one for you.   Elance.com is a good resource for freelance writers for any purpose including compelling biographies and company overviews.

However, the real need for publishing your biography is that if you do not create the story behind the business, it will be created for you.  Provide the story to be shared by your clients so that they have more than just a generic story to tell their friends about the service itself.  Fill in their blanks:

"Did you know that the owner is a _____ <insert hobby or other description>?"
"DId you know that the owner used to ____ <insert previous job>?"
"Did you know that the lead stylist is a parent at _____ <insert a local school>?"

Rather than "Yah, the massages there are pretty good. But I don't know anything about the business."

3) I am not the brand. It is valid that you want your brand and your business to stand without you.  Yet, your story of the creation of your business is a critical part of how the public will connect to your brand.  Share your story on why you started the business, what you hope to provide to clients, what you uniquely offer to the market ...this will help clients understand and appreciate your business more than "just another salon or spa." 

While often unsaid, the core of this particular concern can be the lack of confidence in oneself to put their name "out there" and be associated with the business.  As if somehow they make their business less successful or viable if who owns it is known.   Yet, nothing can be further from the truth.  Humans want to interact with humans...not corporations or formal businesses.   Being personal is a key advantage of small businesses over larger competitors for this reason.

We are all social animals at our core.  We all like to tell stories about people and hear stories about local successes.  You have control over what your story is, but you need to be the one to tell it.  And share it.

Feel free to share your story here or comment on what you think of this story. Just click on "comments" and type away!

Comments

[Yolanda]

Heather,

I want to thank you very much for the advise that you've given. You have just inspired me to get crackin' and embark on a new path to target new clients. Thanks for being specific in your responses.

God bless,

Yolanda

[tiffany]

I think this is great, it is something that i try to do with every client. Thanks for the great information. I just love your site