Salon Success isn’t Much More Than PAYING ATTENTION
by Greg Milner on 22/02/09 at 11:23 pm
How hard is it to simply follow instructions about how to conduct a successful marketing campaign, and do that?
Since this is ‘love month’ I’ll refer specifically to the suggestions we sent out to Inner Circle members a few weeks ago on how to promote Valentine’s Day sales.
That Advance Notice Marketing Trigger email (one of the many benefits of IC membership) contained a bunch of not only ‘ideas’ but actual examples of ads and flyers Members could use to boost their sales. Long-time IC member Tracey Orr of Absolute Beauty in Tasmania is always quick to jump on ideas, tweak them to suit her own business, and act on them.
“We used your idea for Valentine’s Day for our gift vouchers. Sent a SMS to clients (total cost of SMS and reminder SMS approx. $12) and an email (no cost) and bought in $7800 worth of vouchers ALONE in 10days. Loved the cash flow! Thanks Heaps and we are thinking of doing it again for Mothers Day. Regards, Trace.”
Here’s the key: “We used your idea…”
Most don’t even try – they see an idea, instantly decide it doesn’t apply to their business, and let it go by. But the success question is simple: “How can I make this work for my business??”
Those salon owners with what I call the Success Mindset – Tracey Orr and hundreds more like her – are the ones who ask that question, often and loudly, worry it like a cat worrying a ball of wool, work with it, massage it, manipulate it until they come with the answer:
“Aha…that’s how I can use that for my business!”
It’s those who don’t bother to ask the question, too intellectually lazy to trouble themselves with finding reasons to do things instead of inventing reasons not to, who – difficult as it might be to imagine – quit and leave the Inner Circle program.
(Footnote: we sometimes don’t wait for Members to leave. We deliberately terminate their Membership. In just the last week, I have ordered at least two memberships to be terminated because these members complained loud and long that ‘our’ kind of marketing wasn’t working for them – yet they refused to follow clear-cut, written instructions on how to make it work, refused to read the manuals, declined to or were too lazy to listen to the instructional DVDs and CD tutorials… in other words, insisted on doing it their way, while refusing to accept responsibility for the outcome, instead, wanting to blame somebody else for their misfortune. No doubt these terminated members will now find somebody else to blame.)
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A post by Greg Milner The odd idea, a bit of prodding, a nudge here and there, a little fun, and the occasional dose of brutal reality. Greg is co-founder and CEO of Worldwide Salon Marketing, a writer, direct response marketing consultant, specialist marketing systems adviser and coach. He (sometimes) accepts private consulting clients. |
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