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If you'd like to boost your business - whether that
means more customers or more revenue from product sales - there
are a few key words that always make customers sit up and pay
attention.
1. Free
2. Guaranteed
3. Limited time
4. Superior
5. Benefit
Using these words in ads, print materials, and when speaking
with customers, will subtlety reinforce the idea that your salon
is the right place to be. Let's take a look at the power and attraction
of each word.
FREE
Everyone wants something for nothing. We all like to feel we've
beaten the system. Whenever possible, list items together and
offer one for free. For instance, FREE polish with each manicure,
or, FREE scalp massage with each wash. These are probably items
you're offering right now, but by separating them out from the
total service and highlighting one as FREE, the customer feels
she has received an added benefit. For products, you might try:
Buy two full-size and get a travel-size for FREE.
GUARANTEED
A guarantee offers peace of mind. It also says, "We stand
behind the work we do." Very few people will actually take
you up on fulfilling a guarantee, yet it is a powerfully attractive
word to bring in business. By the same token, you must be committed
to following through on any guarantee you commit yourself to.
For instance, "You'll love your new style or we'll fix it
- guaranteed!" Or, "Guaranteed not to chip for ten days
or we'll touch it up."
LIMITED TIME
So many of us use coupons that we are all well aware that offers
don't stick around forever. If we want the benefit of the offer,
we have to act now. A limited time offer is a great way to boost
sales during down times. For instance, "Cuts: 25% off now
through Saturday." Or, "1/2 off a full-body massage
when a manicure/pedicure package is purchased this month."
SUPERIOR
Superior shine. Superior manageability. Superior body. You get
the idea.
Americans are particularly attracted to the idea of being or having
the best. If the products you offer in your salon are superior,
say so. If your personnel are superior because they have won awards
or attend more training each year, say so. You can also use the
approach, "Look like a million bucks without spending it,"
to imply that the customer will look as though they have experienced
superior service, when they leave your salon.
Your employees can use this phrase when speaking to clients as
well. For instance, "We only sell (or use) XX products because
this line is superior to the others."
BENEFIT
A benefit answers the customer question, "Why should I do
(purchase) this?" What's the benefit the customer is going
to receive? Looking younger is a benefit. Spending less money
is a benefit. Using less product may be a benefit. Spending less
time getting ready in the morning is a benefit. The fact that
your salon is close to the customer's office is a benefit. Virtually
any aspect of your salon business can be spun so that it is seen
as a benefit.
SALONWORDS
These five words are universally appealing to consumers. Now that
I've pointed them out you'll undoubtedly begin to see them everywhere.
In addition, sales-words that work well in the salon industry
are: carefree, easy, deluxe, elegant, classic, style, pleasure,
all-natural, refreshing, gorgeous, and relaxing.
Start inserting one (or more) of these compelling selling-words
into your existing messages and see what a difference they make!
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