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,


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.






Who Are You?

Quiz time.

When you think of Coca-Cola, who do you think of? Now, when you think of Apple computers, who do you think of?

Big diff.

With Coke, you have images of Michael Jackson’s famous flame-throwing hair and, of course, taste tests with Pepsi.

With Apple, there’s the iconic Steve Jobs with his obsession for customer service, his brilliance with technology and his quirky personality. Jobs went out of his way to create a “cool” company with a brand that delivers in spades.

Coke? Hmmm…well…uh…let me get back to you on that.

And that’s the point. People like doing business with people. If I have trouble with my Mac, I know I’m going to be taken care of. I have confidence in the company. With Coke? I’m assured of weight gain and health problems. Period.

You might notice that it took Apple some time to come into their own. Suddenly, I’m hearing people talk about buying a Mac. Or people who I never thought would take the plunge (my sister, Sarah) buy one and love it.

It does take time to build a credible business especially when the world is used to one brand over another, Windows over Mac. But that didn’t stop Jobs. And it shouldn’t stop you.

The salon or spa down the street may sell what you sell, more or less: But what are they doing with it? Chances are, nothing. Use that to YOUR advantage.

Put a face on your business, preferably yours. Don’t just sell services, sell personality. Deliver on your services and make your business the place “where everybody knows your name.” Tell the world you love your business so much you’re willing to stand front and center.

It gives people confidence. Oddly enough, it’s a lot like a kick butt guarantee. It keeps you accountable and your customers happy. It broadcasts that their calls won’t be going to Timbuktu if they have a problem. It worked for Steve. It will work for you.

Strut Your Stuff,

What Makes An Ad Pull Like Crazy

To get an ad to work requires two mind shifts on your part:

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: susan@easysalonnewsletters.com

Walk Away From Geezer Advertising

Yes, yes, yes.

Just like this couple, you’re pretty sure your advertising is different. It looks different to you because it’s important to YOU.

But to the public, it looks like the same ad as the salon or spa down the street. They might as well be looking in the mirror of ghastly advertising. The only thing that changes is the name of the business.

It’s an old, ineffective way of getting new customers. Just call it geezer advertising.

So will you do yourself a favor? Just stop it. Stop wasting money and time.

Find the people that are looking for you. The richest place on earth to find those folks is right in your own business. Use online and offline newsletters to reel in quality new customers through referrals.

With newsletter marketing, you pull referrals from a quality pool of customers–your clientele! That means a better caliber client for you at a fraction of the marketing cost.
Leave geezer advertising to the feeble. You take the high road! And what is that exactly? Value-add your sales campaigns and include them in your newsletters. The effectiveness of your newsletter will soar.


Want more info on value add marketing? Shoot me an email and tell me how you attract new customers and retain current ones. I’ll send you a primer on value add marketing. It will show you the breakdown of an ad I did when I owned my spa.I’d love to hear from you! susan@easysalonnewsletters.com

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