Hair removal for "rugged ladies"

Laser Hair Removal by tygotygo

If you have "rugged ladies" in your local area, this ad really speaks to their pain!  Whether you offer waxing, laser or electrolysis, this type of edgy and irreverent marketing would definitely create some memories and buzz.

As you have heard me say before, I do not recommend that most spas and salons pay for print advertising.  While ads can be great for general awareness and building a brand, there are simply far better ways to fill up your appointments without the high cost of ads.

However, one can learn from this tongue-in-check approach the power of illustrating your client's pain point in your marketing.  Any woman who is worried about facial hair is going to pay far more attention to the visual in the above ad as compared to the traditional "pretty face" imagery in spa or salon ads.

For example, compare it to a picture of perfectly smooth face (Out of the Shadow by Bambino333)

and the emotional effect is so very different.  While a smooth, hairless face is the desired result...and results are good... your marketing needs to connect to your client as they are today.  Your marketing needs to communicate that you understand their concerns, their issues, their worries. And then, you will solve them!

To connect with them in your e-mail newsletters, use a combination of images and headlines that your clients will immediately relate to and self-identify with.

• Asking questions in the e-mail subject line helps increase the open-rate of your email.   Compare: "Tired of plucking your chin hairs?"  against "20% off chin waxing."  Which subject line do you guess will have a higher open-rate on an email?
   
• Before and after pictures are powerful and highly effective on your website and newsletters.

• Client testimonials, especially with their pictures, are also very effective at increasing the connection to your prospective client.

And finally, do have some fun with your marketing!  Tasteful humor can work wonders to generate word of mouth marketing about your services.  Strategically creating a funny video or story about your salon or spa could generate some wonderful promotion online!

[Note: The Laser Hair Removal ad is not "real" as it was created for a contest on Worth1000.com. You'll find other fun vintage style ads at that site for the Wii, Nokia and Vitamin Water.]

Comments

[skintology]

good informative article

[laser hair removal upland]

Thank you for this entry, I agree with what you are saying. all your strategies are correct.

-charrie-

[Susie]

Thank you I use your information all the time. It also makes me not feel so alone as a business owner/practitioner/manager of a team. I just read your article on tips during this economy and it confirmed some of the things that I already have in the works. It lifted my spirits. THANKS!
I spoke to a group of women on Monday at a business and 1 has booked today (WED), and a husband of another came in and purchased a GC. Getting out and networking and making the personal connections is so important!
Thank you, Heather!

[tiffany]

i love your site it is so informative i have you book marked and check in with you several times a weeks. thanks for all of your hard work it does not go un-noticed,