IC Member (since February 2010) Sandra Chiarella of Get Nailed - a brilliant newsletter writer

I’ve written long and loud about the business value of a regular monthly hard-copy newsletter, so I’m not going to bang on about it again here.

Most owners of small businesses grumble and gripe about doing it, but those who make the effort reap immense rewards.

Take Sandra Chiarella of Get Nailed in Altona, Victoria. Sandra ‘gets it’. Newsletters are supposed to be personal, like sitting down and having a good chat. And Sandra has pulled it off pitch-perfect with these examples she’s generously shared with other Members.

(Note to Inner Circle Premium members: log into the Members Only area here and you can download two full samples of Sandra’s newsletters)

Here’s how Sandra describes how she puts these together:

Hey Greg,

Thanks for the positive feedback, I actually love doing the newsletter, and I never have a shortage of ideas or stories to write.
We send out 400 handwritten envelopes each month. I know how valuable it is for me to be in my clients’ homes and hopefully attached to my clients fridge….(ooh maybe an idea: get some magnets made that say ” this magnet is only to hold Get Nailed’s monthly newsletter!!! …and pop it in with my next newletter!)

I am happy for you to display my newsletters on the (members only) site. I also can share my tips for them. I have a little plastic A4 file with NEWSLETTERS written on the front. In it I keep a hard copy of every month’s newsletter so I can refer to them at a glance and also see what I wrote previously if I want to keep talking about that topic etc, and I have blank white pages in them with all the months of the year written on the top.

Every time I get an idea for something to feature/write for any month of the year, I pop it on a sticky note, bit of paper, back of a receipt, bit of toilet paper (clean of course!) and pop it on the appropriate month- even my staff know this drill and they are getting into the habit of doing this as well.

So when it comes to writing the newsletter, I dont have to try and remember all the good ideas I had, and stories to tell.

Another idea is for all those who have a laptop or like me an iphone , when even I know I am going anywhere that I will have to wait and pass valuable time like doctors and dentist appointments, kids events, even traffic jams (I dictate to my daughters in the back seat!), I sit and I write my ideas in a word document, or in my drafts in my email, so when it comes to formatting the newsletter I can simply cut and paste. Well I have to admit my husband, Fil does.

But it saves so much time. There are so many ways to utilize time to do the little jobs that you don’t want staff doing when they could be using that time to make money. My mum and daughters help out with folding the newsletters, even clients don’t mind helping sometimes if you know them well enough, and what kid doesn’t like sticking stamps on envelopes? Delegate delegate! Think smarter, not harder!
I’m sure these ideas might help some of my fellow members.

Regards
Sandra Chiarella

An example of Sandra's terrific (and profitable) salon newsletters. Inner Circle members can log into the Members ONly area and download full copies in .pdf format for study

The point about Sandra’s newsletters is that they ARE very personal. She talks to her clients about a staff member who got engaged on a visit to the Empire State Building…about her dad and how he loves doing odd jobs around the salon…about her daughters…

A newsletter has several important jobs:

1) to act as a Trojan Horse, turning you into a Welcome Guest marketer instead of an Unwelcome Pest, always trying to pitch something

2) it acknowledges that your clients have a life outside your salon…in fact almost ALL of a client’s life is outside of your salon. So a good newsletter attempts to engage on that level, by bringing the client into your outside-work life.

3) it puts an ‘iron cage’ around your clients. If you’re getting a good newsletter regularly from somebody you do business with, wouldn’t YOU feel guilty about going anywhere else?

These examples are yet another lesson in just how to do it. Nothing flash, nothing ‘professional’, just good honest stuff that appeals to human beings, rather than mere buyers.

IC member and salon owner Leah Bobridge of Fresh Hair & Body in South Australia - at just 21, a new house and a new Mercedes thanks to the Inner Circle program. Leah becomes one of our first Ambassadors, starting in 2011

“I am writing to thank you for the opportunity to be part of Worldwide Salon Marketing.

I have learned a great deal since joining the WSM Inner Circle marketing & mentoring program and will continue to use your marketing material along with my own touches. However I wanted to inform you on a little bit about me.

I bought my salon “Fresh” in August 2008 at 19 years old. I received a lot of negativity from many people, but strived to become one of the best/most successful hair salons in South Australia. I joined the Inner Circle program not because we weren’t doing well, but to learn new ways of marketing and to get to know business owners in my industry.

In the 1st 3-4months of joining the program I was listed as Member of the Month which was quite pleasing I have to say. Since then we have only continued to get better. I started off with 1 staff member and I now have 5. Even though sometimes staff can be difficult, I thoroughly enjoy their company and without them my business would not have grown to the capacity it has today.

(Thanks to WSM) my fiance Daniel and I have been able to buy an 1880 cottage in one of Adelaide’s most prestigious areas, plus we have just ordered a brand new 2010 C250 Mercedes Benz! I would never in my wildest dreams think that at 21 I would be able to not only buy my dream house but my dream car too.

Success in marketing her salon has allowed Leah and her fiance Daniel to order a brand new Mercedes C250 saloon

April this year I decided to put my marketing to the test and open up a Day Spa in the Adelaide Hills. From scratch I opened the doors starting with 1 full time therapist and myself only being able to work 2 days. It’s been 4 Months and we now have 2 Therapists and a Massage therapist and reaching high sales and retail sales. On the way to success already.

Almost every day I get business owners calling me up asking me how I did it, did I win the lottery? Can I help them? Along with recommendation of joining WSM I help them along and encourage them as much as possible.

I have lots of people asking me if I would be their business coach. Which got me thinking one night; I love helping people, I always have. I love training my staff and I love that they look up to me. I want to be a business coach/Lifestyle leader.

I know that most business coaches have had years of experience. But have they really? Were they once young and lost? Do they know how tough it really is out there? Or did they just do a University Degree in Business, get offered a job and took it!

From my experience in my short amount of years of business, coaches need to have worked in the industry and know what results salon owners want!

So my question to you Greg is can you help me? I do believe that I owe it to WSM after helping me. This is where I want to go and this is where I am headed.”

Kindest Regards, Leah Bobridge,

Fresh Hair & Body,

Salisbury, South Australia

Listen in as Leah explains her brilliant success in this short interview:

Announcing: new Ambassador program for 2011!

Well, as a matter of fact Leah, we can help you become a respected coach and mentor.

In 2011 we start our new Ambassador program, at first in Australia then across New Zealand, Canada and the USA. We’ll be appointing two Ambassadors in each State for a one year term to help answer questions about the Inner Circle program, conduct Marketing Training evenings for local salon owners, and act as a Mentor for new Inner Circle members.

Our Ambassadors will also sit on the Worldwide Salon Marketing Board of Advisers, and will receive free Inner Circle membership for the duration of their term.

We’re delighted to announce that Leah is one of the first Inner Circle members to be appointed an Ambassador for 2011. More announcements coming soon!

If YOU want to achieve the kind of success Leah Bobridge and hundreds of other salon owners around the world are enjoying, you need to APPLY for a 90-day Risk Free Test Drive of the entire Inner Circle program, including the world-famous Essential Salon Owner’s Marketing Toolkit.

Here’s where you go to find out more about the program and apply for a Test Drive.

I actually feel a bit sorry for the banks. The fact that they’re in business to make a profit – just like every other business – appears lost on media and government, who relish in taking a shot at this soft target every time interest rates hi the news. Pity nobody in the banking industry has the balls to stand up and say ‘Hey, wait a minute, we’re a business not a charity, it’s our job to make money…!’

(Isn’t it funny how most bank customers moan bitterly every time their mortgage rate goes up, complain about the ‘greed’ of big business when the banks publish their billion-dollar profits – but don’t twig that their own retirement savings are heavily invested in bank shares.)

But that other public whipping boy – the airlines – deserve every dose of doggy doo thrown at them. Dumber than a bagful of hammers, for years they’ve competed with each other on little more than price, a strategy that – in any business – can only lead to death.

According to a recent article in the New York Times, US airlines collectively lost about $5billion in 2009. Now, they’re fighting back with an almost-universally despised trick of ‘un-bundling’ air fares so that passengers have to pay extra for things that have traditionally been included in the price of a ticket.

More and more airlines are charging an average of $25 to check in a bag. Several will slug you an extra $8 for a blanket. It’s now common for cut-price airlines to charge extra for exit-row seats which provide a bit more room for tall passengers.

Airlines are beginning to charge extra for what was previously part of the deal - like $8 for a blanket. Oh well, at least you get to keep the blanket....

After years of cutting their own throats by discounting, these big dumb companies have suddenly realized they need to make money. But the way they’re doing it smacks of desperation, and worse, complete ignorance about the concept of adding value, packaging, differentiation and giving themselves an ‘unfair advantage’ over the competition without discounting.

Salon owners who are Members of the Inner Circle Marketing & Mentoring Program could give the airlines a much-needed lesson in such market-making processes.

In Australia, I fly Qantas exclusively. Of all the competing airlines, Qantas is regularly the most expensive carrier. That’s why I fly with them. The food is free, and good quality – even in Economy Class – unlike the inedible trash on US domestic airlines. There are no extra charges for blankets, checked baggage, headsets, movies or anything else. On many flights, even beer and wine is free in Economy. It’s all included in the price.

Where even a profitable airline like Qantas falls down is in its failure to capitalize on this competitive advantage. They still attempt to compete on price alone, too timid to shout from the rooftops

“Hey, we’re the most expensive – but there are no hidden charges, sneaky extras or nasty surprises when you get to the airport. When you buy a Qantas ticket, everything is included in the price!”

Here’s what’s instructive for your salon business:

Take a lesson from bumbling mistakes of the airlines. Instead of constantly trying to compete with rivals on price (discounting), figure out a way to package your services. Don’t allow your customers to ‘cherry pick’ your treatment menu on price alone. By learning to package – as our Inner Circle member salons have done using the templates and tools in the Essential Salon Owner’s Marketing Toolkit® you’ll find yourself attracting customers who are more interested in value than mere price, want service above perceived (often phantom) savings, and are prepared to pay for it.

The treacherous waters of advertising are difficult enough to navigate successfully without some fool of a sales rep giving you their reasons to spend your ad dollars with them, disguised as educated ‘wisdom’.

They’ll lead you onto the rocks as surely as the mythical Siren. Evidence the following load of tripe from a radio sales rep to one of our Inner Circle Premium members, in Geelong, Victoria, who had recently signed a contract for 12 months of radio advertising at $680 a month.

The station wrote to this salon owner after she’d joined the Inner Circle program, got her Toolkit, discovered some examples of radio ads that actually work, and told the rep she wanted to change her ad.

By this time it had run 8 times a weekday for two weeks – that’s EIGHTY times – without raising a single call. Not ONE.

Dear Jan,
We would like to thank you for making Radioactive a part of your marketing for the next 12 months.
We appreciate you placing faith in our station to assist you in growing your business and we do not take the responsibility lightly.
Radioactive is designed to assist in building your brand by giving people reasons to deal with you when next they are in the market for your product or service.
It will probably take a number of months for the effect of the branding style advertising to be noticed.  We recommend strongly that you remain consistent with your message and that you allow a commercial to run for 2-3 months before changing.  We look forward to helping you throughout the year and beyond.
regards……….

Now, if you analyze this letter, there’s a few things to spot, I’ll point out three.

1)      ‘…building your brand’ – small business advertising is not about building a brand. It’s about getting customers through the door now, with Direct Response marketing that is instantly measurable, and therefore accountable for its costs. Any ‘brand building’ should be as a by-product of measurable, accountable Direct Response, not as an end in itself.

2)     ‘…allow a commercial to run for 2-3 months before changing’. Are you kidding me? You mean, you want me to keep flushing money down the toilet month after month before I figure out if it’s working?
Clearly, this is ‘advice’ from a fool who has never, ever had to spend their own money to generate business. And equally clearly, it’s in the interests of the radio station to play down expectations of early results. Means you keep paying them to ‘build your brand’. Yuk.
Listen up: if an ad – particularly a radio ad – doesn’t work the very first time you run it, it’s probably not going to work. Ever.

3)     ‘…giving people reasons to deal with you when next they are in the market for your product or service.’
Huh? Why not just stand by the freeway with a sign saying ‘hey, when you’re next in the market, you know where to find me…’
Good grief. Marketing is about turning prospects into customers NOW, not when they get a vague twinge six months down the track. Or never.

This kind of nonsense is going on all the time, perpetrated by those who have studied how to sell ad space, not what content to put in it. Fortunately, this salon owner got wise before she’d wasted an entire year’s worth of advertising. When we get results of her revised ‘Toolkit-style’ ad, we’ll bring you up to date.

WSM graphic artist Vanessa Goh and copywriter Chanelle Van Der Heijden with the all-new Essential Salon Owner's Marketing Toolkit - the first major update since the product was launched in 2004

If YOU want the kind of powerful salon & spa marketing tools this salon owner has, apply here and see if you qualify for a 90-day Money Back Guaranteed Test Drive of the entire Inner Circle system, including the Essential Salon Owner’s Marketing Toolkit®

Are you boring your prospects and customers? It's the biggest sin in marketing, and the federal election has just proven it.

Currently, Australia is teetering, sitting on the fence, after a Federal election in which both major parties bored the electorate into giving neither a clear mandate.

Result? A hung parliament, the first since 1940, with both parties groveling for the support of a handful of now-powerful independents.

Here’s the lesson, for you and your salon now.

Michelle and I have just come back from a weekend in Margaret River with friends. We went to a restaurant on Saturday night, and as we left, all agreed that it was okay. Only okay. Not that there was anything particular wrong, just that the experience wasn’t inspiring, or remarkable in any way.

The food was edible. Even tasty. But you kind of expect that of…food. The service was competent without being spectacular. The ambience was…pretty good. All in all, an ordinary experience.

If the restaurant owner had had a chance to pitch to us before we decided on his joint, and he’d told us we’d certainly enjoy ourselves, we probably would have picked somewhere else. Having enjoyed ourselves, with okay food, okay service, okay ambience, we probably won’t go back.

Same with Saturday’s federal election. Neither major party said to the prospects – the electors –

“Here’s our BIG promise!”

Both ran a relentlessly low-key campaign. No excitement, no inspiration, just ‘steady as she goes.’

They may as well have said

“Vote for us. You’ll get pretty much the same as the other guy’s promising.”

And it wasn’t as if the people weren’t interested in the election. If you’re even vaguely interested in business and marketing, ABC’s The Gruen Transfer is must-watch television on Wednesday nights. Their series of election specials looking at the political ad campaigns, re-badged Gruen Nation, got record ratings.

The point is, people are looking for reasons to buy. In the case of the federal election, they didn’t find anything particularly inspiring.

Same in your business. People are looking for reasons to buy whatever you have to sell. But there is absolutely zero value in saying merely offering your product/service and saying nothing more promising than

It’s okay.

The money is there, sitting on the table, waiting for you to attract it by giving the owner a reason to hand it over.

Look around you. Look around at your competition. What are you doing/saying that’s different? What are you doing/saying that’s BIG? If nothing, that makes you a ‘me-too business’, undeserving of success. Just like Labor and the coalition.

You can’t help anyone by making less money than you could.

The best thing you can do for poor folks is not be one of them. Set an inspiring example for anyone who might want to pay attention, but don’t feel the least bit guilty about having a beautiful home or many, even when the TV news shows you a family living in a cardboard box beneath a bridge. There are a lot of homes around just as beautiful as yours for sale, and if the people living in the box really wanted a home, they’d get jobs, save money, start a business, and soon live somewhere better, and eventually buy a beautiful home too.

You moving out of your home and into a box beneath the bridge won’t help them.

Said that way, it’s pretty obvious, isn’t it?

Taking prosperity away from one person does not automatically enrich another. The entire ‘great society’ experiment has also shown us that taking prosperity away from some and giving it to others doesn’t accomplish anything of lasting significance either. This is the theory of
liberalism; government as Robin Hood. But Robin Hood was a thief. And he had a lot less overhead than the government. The first flaw in government redistribution of wealth schemes is there seems to be very little of the wealth they confiscate that makes it through their bureaucracies to actual redistribution. The second flaw is that dependence reinforces dependence; it does not create independence. The person who is deemed “poor” and has a basket of food sufficient for his needs dropped off every Monday by Robin Hood rarely finds a plot of land and, absent tools, digs with his hands until his knuckles bleed in order to plant and tend a garden.

Our welfare state has been and is a trap more than a ladder, a gigantic industry and government bureaucracy dependent on it has developed and become entrenched and powerful, and the Democratic Party has as one of its chief and most reliable voting blocks the population dependent on welfare – which is why liberals are so
eager to expand it.

Theft is theft and there is no justice in it. The government as Robin Hood actually steals from the rich and the poor at the same time. Its gifts are more harmful than helpful, as they reinforce dependence. Its thefts suppress innovation, economic growth, job creation, job preservation in the U.S., even charity. It is impossible to tax a population to prosperity. Abraham Lincoln, a hero of liberals for his leadership in civil rights, but despised by any liberals who know of his economic philosophy, said, “You cannot help the weak by weakening the strong.”

The first thing to think about money is that there’s plenty of it for everybody willing to do what works to attract it and work to earn it. Never
think of money as finite, so that a dollar you get deprives someone else of a dollar. Second, then, go get as much of it as you want by creating value
to exchange for it, without guilt. Don’t ever feel guilty about sitting up front in the first class cabin because somebody else is in back, in coach.
Your choices got you where you are, their choices have gotten them where they are. If you want to be charitable, that’s fine. But don’t feel guilty.
Guilt repels prosperity. And don’t let anybody else sell you negative ideas about money either.
Your emotional relationship with money is very important. You might not realize you even have an emotional relationship with money but you do, and it’s fragile and easily, adversely affected.

People who constantly lack money have in common negative emotions about it and toward those who have it. Their relationship with it is full of
fear, anxiety, envy and resentment. People who have plenty of money have in common positive emotions about it. This is not coincidence. It is cause and effect.
Next, never focus on lack. Don’t dwell on or worry about what you haven’t got. Worry has never made money materialize. I’ve tried it. It doesn’t
work. Instead, concentrate on something productive and profitable, on finding new or better opportunity, on somehow making yourself more
valuable. Because of the nature of my business, over 30 years, I’ve gotten to know lots and lots – thousands – of people who once lacked money and now have a lot of it. Most of them are not any smarter than you.

Many do not have college educations. Some come from ‘mean streets.’ Many have failed once or several times before succeeding. They are genetically, intrinsically nothing special. Their thinking and behavior differed and differs from the majority who don’t do well financially, but they are not different – so anyone, including you, can achieve and enjoy the same prosperity they have if you will learn about and adopt their thinking and behaviors. There is no shortage of opportunity.

Don’t resent those who do well. All envy and jealousy of the rich is counter-productive, just as is the desire for something to be taken away from
those who have it, to be given to you. Everybody who is doing very, very well financially has something to teach you, to reveal to you, if you
will observe them and study them. The fact that their success exists can and should inspire and encourage you.
It is tempting to look at the wealthy as undeserving or lucky. This is rarely the case. Few who watch Jay Leno host The Tonight Show and know
how wealthy he is are aware of how much time he spent sleeping in his car – he was twice arrested for vagrancy, in L.A., near the current location of his star on the Hollywood Walk of Fame. This the truth behind 9

9% of the rich, the rich and famous, and the successful in any and every field of
endeavor; there is reason not happenstance.

Educate yourself about money and about success.

Instead of wasting any time in jealousy, envy, resentment, self-pity, or paralysis, invest that time in educating yourself. Even if you are ‘resources challenged’, the public library stocks countless books about success, biographies of successful people, how-to books about every kind of
business, as well as current magazines about money, investment, business and success. Prepare your mind for the financial position you intend being in, not the one you are in now.

Develop a ‘success consciousness’ as well as a true understanding of why and how money moves about, from one person or entity to another. Ultimately, sooner not later, you will need to narrow your focus to an area of specialty, a means of making income and developing wealth that you are going to personally use in the short-term. But you can start broad and find your
way to narrow. If you’ve never read the classic book in the success genre, THINK AND GROW RICH, by Napoleon Hill, that’s a very good place to begin.
As soon as you are willing to think of yourself as an entrepreneur, my book, ‘The No B.S. Guide To Wealth Attraction For Entrepreneurs’ is another
excellent resource, although it is a bit more advanced. Don’t wait. The saying is: time waits for no man. You can’t wait until you know a lot more or economic circumstances in your town or the world are better or the seasons change or for any other reason. You must start moving in the direction you wish to go, toward prosperity. Procrastination is the language of the poor. A man I know who made himself a multimillionaire
by building up a lawn care and landscaping business, then buying up other such businesses, began with a borrowed push-mower, cutting lawns on weekends. At night, he studied every book he could find on business in general and about the landscaping business in specific, read that industry’s trade journals, collected literature from companies in the industry. One day a customer whose lawn he mowed engaged him in conversation. Told about the young man’s business goals, the customer, a wealthy entrepreneur, offered to loan him the capital he needed to get equipment and start a business.

Most people would call this luck. It is not. It could not have happened if the young man hadn’t gotten started cutting lawns with a borrowed push-mower, and probably wouldn’t have happened if the young man hadn’t prepared himself to speak knowledgeably and intelligently about his business plans. I could tell you hundreds of nearly identical stories and hundreds more that do not involve a wealthy benefactor but involve some other “leapfrog” move, that all might be called “luck” by the ignorant, but all were sparked by getting started and by being prepared.

This is something we cannot transfer from one person to another, forcibly, by taxing the one and handing money to the other. It is called “initiative” and each person already possesses everything they need to exhibit it and apply it.

Important Notices: Contents are © 2008/DanKennedyPolitics, however anyone is free to virally transmit or distribute, copy and publish, or otherwise disseminate these materials as long as each each article, blog, e-book, etc. is disseminated intact and in full, including with this notice at its end. This item reprinted from DanKennedyPolitics and that entire site is in no way whatsoever affiliated with or endorsed by Glazer-Kennedy
Insider’s Circle™, Entrepreneur Press, Adams Media, Lillo Publishing or any other business entities with which the author, Dan Kennedy, has
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And, while every reasonable attempt has been made to verify the accuracy of the content on which the expressed opinions are based, no warranty of such accuracy is made nor liability for same accepted. The contents of this site are provided for entertainment purposes only.
THE AUTHOR, DAN KENNEDY is a serial entrepreneur, celebrated business author, sought after advisor to businesses worldwide, and an accomplished professional speaker – frequently appearing on public programs with four former U.S. Presidents, General Norman Schwarzkopf, General Colin Powell; business leaders and super-entrepreneurs; and Hollywood and sports celebrities. Information about the author can be found at www.NoBSBooks.com. He may be communicated with directly via fax @ 602-269-3113.

Nikki Smith and Phil Newman of NV Hair, Wanaka, NZ

Nikki and Phil joined the program in July this year and have seen their takings sky rocket since then.  For those of you unfamiliar with Wanaka, it’s in a fairly remote location in the South Island and has a population of around 7,000 (which grows a bit depending on the season).

Nikki and Phil actually took over an existing premises in Wanaka and it’s fair to say that prior to them taking over, the business was on a downward slide, with few customers and the clients that did come in, simply paid whatever they wanted to pay.   It’s VERY hard to run a business like that!

But Nikki and Phil are a ‘no-nonsense’ team and knew what they had to do to turn things around…FAST.  As soon as they join the Inner Circle program and got their very own copy of the Essential Salon Owner’s Marketing Toolkit® they took massive action.

“Hi Chris

We did the Hollywood promotion last month and here are our results…

We printed 2000 mailbox flyers at a cost of $110, and purchased 2000 envelopes at a cost of $230 (and we’ve now found them even cheaper).

We also ran 2 adverts in the local newspaper for $188 (we now do trade on service with advertiser so costs less, sometimes nothing depending on advert and time scale)

Our total number of bookings was 34 and out of the 34 only 3 paid the minimum $99.  The average client spend was $130 (this was from up-grades and product sales).

The script for selling product and the method in the ‘Selling Like Crazy’ manual works a dream. I now have only 4 bottles of treatment on my shelf and my supplier loves me…..lol.

Thanks Chris this is definitely proof that the system works anywhere. The salon was on its knees when I took over and now, well I’m that busy I now need staff….lol.”

So let’s break these results down a bit more…

All up for the printing, envelopes and newspaper ads the cost was $528 (*You can get plain envelopes from the Warehouse Stationary for around $20 for 500…so this would have saved Nikki even more money).

3 packages were sold at $99 = $297

31 packages were sold with an average spend of $130 = $4030

So that’s a total income generated of $4327 for a cost of $528.  A return of investment of $8 for every $1 spent…WOW!

If each of these clients were to spend on average $130 with Nikki and Phil every month for the next year, they would be worth over $1500 to the salon each.  So potentially they have just increased the salons turnover over the next 12 months by $51,000….and that’s just from one promotion!

It’s pretty amazing considering that the salon was turning over a mere $2K a month before they took over.

Well done Nikki and Phil, keep up the good work!

Oh and by the way, Nikki and Phil will be at our Auckland Salon Profit Secrets Seminar on September 6^th at the Hilton.  So if you’d like to meet them both and many other inspiring NZ salon owners then book now.  There are already over 100 salons booked in and only 15 seats left.  Click the link below to book your tickets.

BUY TICKETS NOW http://www.salonprofitsecrets.com/buy-tickets-now/auckland-salon-marketing-seminar/ or call 0800 029 668

Whether you are in a small or big town, you CAN achieve results like Nikki and Phil. To join the Inner Circle program TODAY and get your own copy of the Essential Salon Owner’s Marketing Toolkit®. Go here to see if you qualify for a 90 Day Money Back Guaranteed Test Drive of the entire system – completely risk free.)

Worried ‘it’ won’t work for you in a small town? Check out where Nikki and Phil’s salon is located…you don’t get much more remote than that!
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There's money to be made by putting your business online...but you need to know how to see the wood for the trees!

Unless you’ve been living under a rock somewhere, you would no doubt be well aware that the Internet is huge, and that it’s here to stay.

In fact….

According to Nielsen Research; of the 22 million people living here in Australia, a whopping 80%, or over 17 million of us are connected to the Internet, and that 30% (5.1 million) access it on a daily basis, and 40% (6.8 million) use it between 2 – 6 times each week.

This is just Australia. Internet users in USA total 240 million, Canada 27 million, and UK 52 million.

All over the world it is estimated that there are 1,966,514,816 (almost 2 Billion) Internet users, with a large percentage of them using it on a regular and consistent basis.

Certainly big numbers – So the questions you should be asking yourself is, how can you take advantage of all of this online activity? – And, how can you make money from it?

No doubt if you already have an email address, and a registered business, you have probably been bombarded with messages and emails from companies offering to build you a web site, or to get your current web site listed with the major search engines, or to send your message to tens of thousands of email users … But before you sign on the dotted line with any of these people, it’s helpful to maintain a little bit of perspective.
Sure – the Internet is huge, but simply blasting your message to tens of thousands of people in the online world would be no different to standing outside the front of your salon and yelling to everyone that passes by, or taking out a full page advert in the local paper, and expecting everyone who reads it to take up your offer – it’s just not going to happen!

It makes no difference whether you are running an ad in the paper, doing a letterbox drop, airing your ad on the local radio, or building a website; the rules are the same …

You have to deliver the right message, to the right people, at the right time.
Do your homework – Spend the time and effort to tailor your marketing strategy to attract the right audience (the type of people who will do business with you, have the money to, and are at a point in time where they need what you have to offer, and are willing to buy it right now). Then, once you have found where these people are, (what papers do they read? what other web sites do they visit?) go after them with the right message. The message that makes them sit up and take notice, and think to themselves … Yes, I need that! – Then make them an irresistible and compelling offer.

In a nutshell –
Don’t be fooled by the big numbers. The internet is simply another marketing tool, which if used correctly can add plenty of extra profit to your business.
Slice and dice the numbers, and work toward building your web site to attract the people who are looking for the products and services that you already offer, and then make the message on your website so compelling and attractive to these people – talk directly to their emotions, and you will be well on your way to having an effective online marketing funnel.

If you do NOT yet have a website – or the one you have isn’t making you any money – Worldwide Salon Marketing provides a specialist service to design and build one for you….not just any old ‘brochure’ site (a 12-year-old kid can do that) but one that actually gets, traffic, and makes you money.

Here’s one we recently put up online.

Here’s where you go to find out more about getting one built for you, just like that.

The Auckland Hilton, Venue for the Salon Profit Secrets Seminar, Sept 6th 2010

If you were planning on coming to the Auckland Salon Profit Secrets Seminar at the Hilton Hotel on September the 6^th 2010 then you’d better be quick because the event is almost sold out!  There are just 12 seats remaining so hurry up and call 0800 029 668 NOW….or click the link below to buy online.

BUY TICKETS NOW http://www.salonprofitsecrets.com/buy-tickets-now/auckland-salon-marketing-seminar/ or call 0800 029 668

Tickets are $179 for the day and come with a 100% money back guarantee if you are not totally blown away by our speakers!!!

For  Inner Circle Members the tickets are just $79 for the day seminar and this will be followed by a ‘Members Only’ Closed Door Session where you can pick the brains of experts Greg Milner, Rachael D’Aguiar and of course me.  There will also be over 20 other member salons there that you can share ideas with.  If you’ve never been to a closed door session before then you won’t want to miss out.

So far over 100 salons owners from all over New Zealand are booked into the event which is promising to be the most inspirational and informative salon owner seminar ever held in New Zealand.  And one lucky salon owner will get to be in our ‘Hot Seat’ and have their salon pulled apart and put back together by the experts…opportunities like this rarely come up!

If you haven’t already heard who will be presenting then here’s a quick summary…

Greg Milner – CEO and founder of Worldwide Salon Marketing will be presenting a phenomenally power brand new presentation, never before seen in NZ.   Greg will show you 5 Money-Making Marketing Strategies that will help double your sales in the next 12 months.

Rachael D’Aguiar – Rachael is the co-director of Worldwide Salon Marketing NZ and will be presenting a brand new segment at the Salon Profit Seminar on ‘How to get the most out of your staff.’  She will share her secrets on becoming the leader you need to be in order to create the salon team you always dreamt of, and give you the opportunity to access never before available tools to help you achieve this success.

Pat Mesiti – Otherwise known as ‘Mr Motivator’ and recently opened up for Sir Richard Branson, and has been asked to open up for Donald Trump.  Pat’s aim is to help create 10,000 millionaires around the world!

Jeff Ghaemaghamy – An anti-aging industry guru who has sold over $100 million in product throughout Australasia.  Jeff will explain his rag to riches story and share how there’s never been a better time to be in the hair & beauty industry, and how to capitalise on the booming industry.

For more in depth information about the speakers click the link below to have a read.  But don’t waste too much time because I am expecting the seminar to be sold out soon.

http://www.worldwidesalonmarketing.com/ask-the-experts/salon-seminars/exclusive-nz-salon-profit-seminar-key-note-speakers-confirmed

We look forward to seeing you there!

Chris and the Team at Worldwide Salon Marketing NZ

BUY TICKETS NOW http://www.salonprofitsecrets.com/buy-tickets-now/auckland-salon-marketing-seminar/ or call 0800 029 668

Ahmet and Selma Sadi of Answers4 Hair & Beauty in Narre Warren, Victoria...one of the first of 15 new salons to join the Inner Circle marketing & mentoring program and get their new Toolkit at the Salon Profit Secrets seminar at the Sofitel on Collins this week...

There’s always one in every crowd. In fact I’d be surprised, if not disappointed, if there wasn’t at least one stand-out, Olympic-standard, world-champion naysayer in every marketing seminar I run for salon & spa owners.

This week in Melbourne, as I demonstrated the differences between typical ‘pretty’, branding-style marketing that most salons & spas are told to use, and ‘my’ kind of Emotional Direct Response marketing, I put two ads on the screen side by side.

One was a typical, wasteful salon ad that failed every test in the Direct Response Marketing 101 handbook, and deservedly didn’t draw a single booking. The other was a typical ‘copy-intensive’ ad our Inner Circle members are familiar with – this one brought in 35 new clients in a single week.

But there was one in the crowd who wanted to argue.

“But your kind of marketing doesn’t look professional enough for my salon. I just couldn’t show that to my clients…”

Deanna Ristevski and Debbie Wardle of Maestro Hair in Point Cook

At least she spoke up. There were bound to be other doubters not game enough to show their hand. So I did my best under time pressures to explain why this salon owner’s opinion about her marketing just doesn’t matter. The only opinions that matter are those of the customers…and they vote with their credit cards.

The ONLY valid test of any ad or flyer is the return on investment it generates – not what it looks like, how well it strokes your ego, or how many glowing comments you get from friends or family.

That is NOT to say that all Direct Response marketing must, by its very nature, be ‘ugly’, copy-intensive, bereft of pictures, with no appealing visual features. Quite the opposite. Well-used photos or graphics can often increase an ad’s pulling power. But they must earn their right to occupy valuable and expensive advertising real estate. They must sell. Using pretty pictures or graphics for their own sake is an almost criminal waste of money.

Trish Rochetich and son Kristian of Take Off Waxing in Melbourne

I was wasting my breath – the naysayer in the room didn’t get it. Needless to say, she did not join the Inner Circle coaching program and leave with her Essential Salon Owner’s Marketing Toolkit  tucked under her arm.

But 15 other Victorian salons did get it, especially when Inner Circle members like Mark Gibbs of Shellmark Hair Shack (18 months) and Kirsty Cuthbertson & Jasmine Dwyer of Adore Skin & Body Therapy (6 months) got up to do a ‘show and tell’ on their experiences.

Mark Gibbs reported his and wife Shelley’s salon had doubled their turnover in the past 18 months. Kirsty Cuthbertson reported her little two-person beauty salon’s takings for June 2010 were up by $15,000 over June the previous year.

Lina Rossi and Rebecca Naple of Vive La Belle Beauty in East Kew

Among the salons to join the program at the seminar…

Kristy Timms of Ren Skin Health in Geelong

Anita Kaine of Michindis in Mansfield

Kelly Inglis of Pure Skin Clinic in Belmont

Christine Palumbo of Take Off Waxing in North Melbourne

Debbie Wardle of Maestro Hair in Point Cook

Elva Vodanovich of Bio-Ger in St Kilda

Elva Vodanovich of Bio-Ger in St Kilda

Lina Rossi of Vive La Belle Beauty in East Kew

Selma Sadi of Answer 4 Hair & Beauty in Narre Warren

Andrea Martin of Lust for Hair in Forest Hill

Michelle Quarrell of Vanilah in Ballarat

Jacqui Chew of JC Unique in Mitcham

Deanna Hewitt of Academy Studio in Camberwell

Leanne Christie of Gossip Lane Hair Design in Park Orchards

There’s been flood of new members from all over the world in the past few weeks. In addition to this week’s Melbourne enrollments, we’ve welcomed from Canada:

Kirsty Cuthbertson and Jasmine Dwyer from Adore Skin & Body Therapy in Colac, Victoria. Members since February 2010, they've increase their takings 40% over 2009 since joining the Inner Circle marketing & mentoring program

Glennys Shouldice from Pure Hair Studio, Rita Singh of Ossia Salon & Spa, Nadine Bastien of Aphrodite’s Sanctuary, Vanessa Pagano of Mellennia Aesthetics Institute in Ontario, Dawn Fraser of Studio 324 Hair Salon, Janice Carr of Kismet Hair and Body and Andy Palitti of Avanti Hair Studio in British Columbia, as well as Deb McMillan from City Looks and Angela Ruiz of Lash Love / Love Nail Bar in Winnipeg, Manitoba.

From New Zealand we’d like to welcome Nicola Smith of NV Hair in Wanaka, Tania Dench of Wish Hair & Beauty in Papanui, Lauren Meacheam of Chillout Face and Body in Auckland, Kelley Leonard of Inspired By You in Whakatane, Monique Bright of Beauty Matters in Hamilton, Robyn Franich of Hair @ Matakana, and Charlotte Wenslick of Reaveal Beauty Therapy in Warkworth.

Costa Rica? Sure, Marc Langwieser of Arco Azul Salon & Spa in San Jose decided if ‘it’ works for the English speaking world, Spanish speakers might well respond to the same marketing stimuli too! His spa becomes our first member in Latin America.

All up since the beginning of the new financial year we’ve accepted 45 new salons in to the Inner Circle program.

Here’s what Mark Gibbs of Shellmark Hair Shack in Victoria says about his experience with the Toolkit and the Inner Circle marketing program:

www.youtube.com/watch?v=siNyTIqF0sg

Want what these and hundreds of other salon & spa owners around the world have already got?

Click here and apply for one of 30 available places in the Inner Circle program each month -- and get a RISK FREE 90-day Money Back Guaranteed Test Drive of the entire system, including the Essential Salon Owner’s Marketing Toolkit!