Would You Read This?

Think of fonts as language.
Think of paragraph spacing as a breath. If you’ll notice, when I write to you, I breathe a lot! That’s because I want you to feel comfortable with what you read.
A constant barrage of words with no breathing room is overwhelming to your reader.
If you really want to capture your reader’s attention, it’s your job to make your reader feel like they are sitting down with you for a relaxing cup of tea or coffee.
Take a look at the paragraph below. Would you read it? Do you think customers would read it?
Why Get A Back Facial?
Whether you’re a male or female, it is desirable to have a back which you can show off in swim wear on the beach, a great night out in a low back dress for prom or homecoming, or intimately with your loved one in private. Very often, people tend to ignore the hygiene and skin care for their backs.  But like the skin on our face, pores on the back can get clogged with oils and bacteria and thus, allow for black heads, white heads and pimples or acne to be formed. On the other hand, there are many people who get too enthusiastic about wanting to look good instantly and over scrub their backs in the shower.  Little do they understand that unless the bath tools used are clean or sanitized, warm water and a dirty scrub will contribute to a blemished back. Get your beach plans in action and come to ______ to experience a One Hour Back Treatment by Our Licensed Esthetician.
Remember to bold sparingly. A paragraph of bold sentences is overwhelming to your reader. And there is no breathing room in this piece!
Use short paragraphs to get your message across. The above paragraph was written as Spring approaches in the U.S.
If the writer had connected the upcoming bathing suit weather with dreaded “backne,” this paragraph would have made a deeper impression on the reader.
As it is, it’s useful information with no real bond to the reader.
Build a bond. Grow sales. Take a breath!
Keep it going,


How To Make Mother’s Day Ads Profitable

Mother’s Day is the second biggest holiday of the year. So make it work for you with value-added package offers.

For hair, include services such as:

  • Professional Hair Consult-Value $XX (Always add this. Your expertise is valuable, and you’re giving professional advice throughout the service.)
  • Hair Mask-Adds shine and body  Value $XX
  • Deep Conditioning Treatment-Restores dry hair, adding body & shine Value $XX
  • Tingling Head Massage-Sink into AAHH while your hair gets more radiance  Value $XX
  • FREE Hair Styling Lesson-We’ll give you expert tips & techniques to style your hair at home with ease  Value Priceless!

Are you getting the picture?

The point is to show your prospect the benefit of each added service. Then total up the value for a close like this: $301 of beautiful value for only $97

For spas, I’ve chosen a massage value-add promo. It seems this is an area that doesn’t get a lot of value-adding, and there is so much you can do with it!

  • Add a few hot stones to glide over the back or at the end of the service  Value $XX The copy could be something like: Let it all go and sink into bliss!
  • Include an essential oil BUT let the client pick which one they like   Value $XX  Copy: Let our custom aromatherapy immediately begin to de-stress you
  • Include a professional consult-ALWAYS! Value $XX
  • Add a hand treatment like a paraffin dip  Value $XX
  • Add a hot towel treatment-to finish the treatment  Value $XX Copy: What better way to say AAHH!

Again, add up the total value and make it package.

These are just a few of the ways to add value to your Mother’s Day ads. Use them and profit!

And always add a guarantee to really bring home the bacon.




Got a newsletter question? Email me! I’m happy to help.

Why You Can’t Find The Answer

My girlfriend and I got together to watch a movie at her house. She put the DVD in and hit a button. The playback didn’t go as planned. Some weird information came up on the screen.

My friend got flustered. “I don’t know what to do,” she said. She kept pressing buttons but nothing made sense. Finally I suggested she call customer service.

“But this is a problem with the TV, not the satellite,” she said dismissively.

“But Dish works with your TV. Just give them a call. All they can do is say no.”

My friend kept pressing buttons and looking through her Dish manual. “I don’t know what to do,” she said. I suggested twice more that she call the Dish customer service people.

Then the TV began loading the channels. “What’s it doing?” she asked in a panic.

“It’s loading the channels,” I said. “Just let it do its thing.”

“But it says it’s analog. We haven’t had analog in years!” She clicked out of the loading screen. “I don’t know what to do!” she cried.

Finally, she went next door and got her neighbor to come over. He got the satellite to start loading the channels.The bit with the analog came up again. “But we haven’t had analog in years,” my friend said nervously.

“Just let it do its thing,” he advised. She did and the channels came back on the screen. “Well, look at that,” she said to me. “You were right.”

When you can’t find the answer, it usually has very little to do with the problem and everything with how you perceive the problem, and yes, the people around you.

The answers are there, but it’s really hard to hear them when you’ve decided none of the answers you’ve been given could possibly work.

Dear Allure Magazine

Dear Allure Magazine,

You value my time. I know this is true because the VP and publisher of your magazine told me so in her email.

In fact, she values my time so much that if I will take a few minutes to fill out a survey, she will enter my name into a sweepstakes drawing for a chance to win $50,000.

A chance to win?

Gosh, you guys really do value my time! Along with millions of other readers, I get a slim to none chance to win fifty grand.

You even acknowledged, “I know you receive countless emails each day, but frankly this is one of the most important surveys we conduct all year, so please take a moment to fill this out.”

Note to Allure: Why should it matter to me that it’s the most important survey YOU conduct all year? What do I get out of it? Oh, that’s right, a chance to win big money.

Got it.

I like Allure magazine. That’s why I subscribe to it. But these people need help building a bond with their customers.

Telling me what you need without giving me something genuine in return is of no value. And Ms. VP is right.

I DO get emails like that every day. Hers is no different.

Lesson for you: Do NOT copy this form of disingenuous client engagement. Don’t dangle a carrot I can never have in front of me.

Do NOT promise me a chance to win an iPad, an exotic vacation, or a treatment at your salon or spa.

My time is valuable. Give me something for it in return. It doesn’t have to be huge, but it does have to be sincere.

Keep It Real,



St. Paddy’s Day Newsletter Offer:

“How do I get started?”

Does it seem like a daunting task? I hear that a lot about starting print and email newsletters.

  • What do I put in the spaces reserved for me in the newsletter?
  • How do I know I’ve written it so my readers respond?
  • What are the best words to use when presenting my offer?

These are just some of the questions I hear. Many of you want to use a newsletter: print, email or both, but you want a helping hand to get you off to a good start.

That’s why I’m offering my first ever St. Patrick’s Day 90 Day Newsletter Coaching offer. Each month, you’ll get:

  • 30 minutes of phone/Skype coaching on how to profitably use YOUR spaces in the newsletter. I’ll answer all questions, coach you on the best words to use to sell your offers without beating people up. Give you tons of ideas to personalise your newsletter without a lot of work. Total Value $225
  • 30 minute review of your completed newsletter. Yep, once you’ve completed the newsletter, I’ll go over it, checking it for grammar errors, make suggestions for stronger copy and layout. Total Value $225

That’s $450 of my time, 1 hour a month, for 3 months–FREE!

Choose any subscription tier. It’s totally up to you! To make sure I give you the best possible attention, this exclusive offer is available to the first 7 subscribers who respond by March 17th, Saint Paddy’s Day.

Click here to subscribe.

My Ironclad Guarantee: If you are not 100% satisfied with your subscription, I will refund your money during the first 30 days.






The Secret Life Of Fear

Fear is like a super villain. It morphs from one form to another. You can play it at any speed or ball it up and swallow it whole, or stand completely still while it engulfs you.

I should know. I’m the queen of gut-wrenching, horror movie fear. I grew up on it. And like every addiction, I’ve been on and off the wagon over the years. Mostly off.

But there comes a time when you hit rock bottom and you know it. Something has to change, and that something is you.

Or in this case, me.

Imagine that.

Fear is a mountain of secrets that I spent years refining, tamping down until it had become a concentrated cube of lethal beliefs, and it was costing me plenty.

But as the saying goes, when the student is ready, the teacher appears. Enter Lynn Grabhorn’s book, Excuse Me, Your Life Is Waiting. Finally, somebody gave me life’s little instruction book on overcoming addiction to negativity…and I was ready.

What’s this got to do with business? Everything.

What we believe plays out in front of us everyday. It’s a lot like magic. That’s how powerful your emotions are. Don’t believe it?

Tune into your thoughts for just one day. What are you saying about your business, your staff, your customers, yourself?

Now look around you. What do you see?

What you say to yourself all day long is acted out in intimate detail.

If you don’t think you can grow your business by XX%, you can’t. You make the rules, only you can break them.

And that’s where I am right now, re-writing old rules, replacing them with positive ones, creating a foundation of belief that what I want is actually possible.

Already I have picked up a major new client and I have had several new inquiries regarding my newsletter business.

Coincidence? There are no coincidences.

The truth about success is this. You can buy all the business tools in the world, hire all the greatest gurus, but if you don’t believe in your abilities AND let go of your need–yes, need– to be negative, it won’t happen.

It can’t because your belief is law.

And isn’t that the  second scariest part; declaring not to the world, but to yourself, that you have the right to be who you are and earn great money doing what you love? The first fear, of course, is actually allowing yourself to put those positive thoughts into action!

Start noticing what you say and the intensity behind it. That’s your secret life working for you or against you all day, everyday. You’re in charge of it!

There’s no need to ask, “Where do I want to go with my business?” until you answer the question, “Who do I want to be?” That secret belief determines everything about your life.

Susan offers business coaching in the areas of marketing and personal development for salon, spa and medical spa owners. Her newsletter service is used around the world to retain existing clients and to get them spending more money with you. Learn more about the wide variety of subscription options here.

The Message Of Procrastination

“I’ll do it tomorrow. “Sound familiar? It’s one of my favorites. Whenever I say those fatal words, I know I’m in trouble, especially if I don’t write down the task to be accomplished.

Like you, I have days where I feel like my head is going to explode and there’s no way in hell I’m going to get everything accomplished. And, of course, I have the proof to back it up:

  • My internet connection is running incredibly slow
  • No one has returned my emails or phone calls
  • The cat just barfed on the rug

These are all classic signs that I’ve wandered far and deep down the road of procrastination. Hate when that happens.

Procrastination is a message. It’s a desperate attempt to both thwart your efforts at creating the life you want and to slow your butt down! (in a good way)

That’s where it gets so confusing. Success gurus tell us it’s old programming sabotaging our new efforts to break free. I think that’s true. It happens with me all the time.

But there is another edge to procrastination. It’s the one telling you to stop and rest. The trick is to know the difference. If you’re spending most of your time on projects that don’t advance your financial freedom then procrastination has you where it hurts most.

When I have those days, I literally force myself to do one task I have put off for weeks. The sense of freedom is mind blowing. I’m suddenly weightless and giddy.

At other times, I realize my eyes hurt from focusing so much on important tasks at hand, my contacts have dried out. I’ve forgotten what my husband just said and the cat barfed on me! That’s when it’s time to TAKE A BREAK!

The message of procrastination is tricky. To decipher it, you have to be honest with yourself and that’s the one thing procrastination hates!

Be good to yourself,





If your marketing efforts don’t seem to be working, or you’re just not getting the response you want, let me know. I’d be glad to give you 15 minutes of my time to take a look at what you’re doing. My email address is: susan@easysalonnewsletters.com

The Facebook Folly

“If you always do what you’ve always done, you’ll get what you’ve always gotten.”
High Tech proverb
I get it.
You’re short on time. If you’re like me, you’re always trying to beat a deadline of some sort.
But Facebook is the one place you really can’t take a short cut. It will cost you not only money, but clients.
It’s the biggest mistake I see spa and salon owners make. They turn to Facebook to promote their offers and it often looks like this:
25% off massages/hair color/whatever
Get yours NOW!
The trouble with this ad is that it’s an ad! Facebook is not the place to do direct selling.
Yes, you can sell your services, but Facebook is a whole culture, and there are definite rules. The first cardinal rule is:  Facebook fans don’t take kindly to an outright sell.
In fact, it’s a major turn off. What you want to cultivate first are relationships. Show your customers tremendous value with “how to” videos or short educational videos.
Offer suggestions, tips, and ideas that your clients can use. Let your clients know they mean more to you than just a dollar sign. THEN, slide in your offers like this:
We’re excited to offer massages/hair color/whatever for only $XX.
But be quick, we’ve only got 17 available.
Phone number here.
This is a much softer sell. And since you’ve already added value with your previous posts, your clients more easily embrace the offer.
Use print newsletters to cross sell to Facebook fans. Print is the pull that complements the web’s pull. It drives traffic to your Facebook page, your website, blog, etc.
Again, this is the era of relationship-building. Everything you do is based on bringing clients value first followed by finely crafted offers.
Every single generation responds to this. Think about it. Don’t you prefer this sort of selling?
It makes you feel more valued and that’s what clients want because there is so little of it offered today.

Building relationships,

I believe that in order to build my business, I must re-earn your trust everyday by excelling in every way.