1. Let go of what you think is a great ad
2. Embrace what actually works
Business owners forget that marketing isn’t about the business ego, it’s about the client ego; two very different points of view.
That’s why your marketing must appeal to a problem or concern that your clients want solved. Forget about how many awards you’ve won, how many years you’ve been in business and so on. The bottom line is this:
Do you solve problems?
Take a look at the components of an ad that brings in the bucks:
- A benefit-rich headline or a curiosity headline, e.g., “Who Else Wants To Look Years Younger Without Surgery?” Or, “Love Your Next Cut Or It’s Free!”
- Copy that speaks directly to your target audience, e.g., “I was looking forward to the sun and the beach…and then I remembered my feet!” Or, “We change dry, damaged hair into soft beautiful hair. Here’s how!”
- Great Offer-Value-add your services and create packages that sell. For example, “$319 in facial or hair services for an incredible $99!” You must break down your offer so clients can see what they’re getting.
- Limit the number of packages you sell. This creates scarcity and encourages people to pick up the phone and book. Tracking your offers allows you to see which ones are your best sellers.
- A kick butt guarantee-A strong guarantee reassures your clients that you have their best interests at heart. It will bring you new business, too! I cannot stress this enough. Don’t be afraid to use it.
Placing value added promos in your newsletter increase the value of it. Your clients want to know what you’re offering this month. So, listen to your customers complain about their hair, skin, nails, etc. and pick up a common theme. That’s where your next ad campaign is lurking.
Got questions? Feel free to email me: firstname.lastname@example.org