The New Lite program – You Got Questions? Greg’s Got Answers.
A Healthy Dose of Brutal Reality
I knew this would happen, and I dreaded it. No matter how much information we provide, no matter how much instruction, people still have questions regarding the Lite program.
With hundreds of salons signing up, there’s no way I can answer each question individually (only Premium members get that kind of personal attention, but then, they pay much more), so here’s the next best thing: a ‘group’ answer.
So here are some of the questions we’re getting after just the first installment of Lite, relating to the downloadable flyers…
1) “My questions is what is the best ad to place it in? And how many flyers do I mail out?”
Mmmm… I presume you mean ‘ where do I place the ad?’ Well, that depends on what your target market reads. If you’re aiming at 17 to 25 year olds, then you’d probably not waste money advertising in ‘Seniors Week’, would you? If you’re aiming at stay-at-home mothers, then ‘Working Mother’ magazine wouldn’t exactly be a smart choice.
This question of ‘where do I advertise?’ is a good question, but it’s asked in the wrong order. First question is: “What is my answer to the question your prospects are asking – ‘Why should I, your prospect, do business with YOU as against any and all competition in your marketplace?’ “
When you have a GREAT answer to that question, you have what we call a USP or Unique Selling Proposition (more on that in a later Lite instalment), that which differentiates you from all competition in your marketplace – and you then have a valuable thing that forms the core of your marketing message, around which you package your Offer, your Headline, your Risk Reversal (Guarantee), Scarcity and all the other things that go into crafting a great Marketing Message.
Second question : “Who is my Target Market?” Who do you say that message to, and by deliberate strategy, who do you NOT say it to? (CHOOSE what kind of people you want as customers, instead of letting them choose you. That way you come from a position of strength, they dance to your tune, not the other way around.)
Third question: Once you’ve chosen a Target Market and crafted a compelling message to THAT particular market, the MEDIA you use to distribute that message virtually chooses itself. Mothers of school-age kids? Well, who reads the kiddies’ school newsletter?? (Hint: not the kiddies!)
The second part of this question, How many flyers do I mail out? – well, TEST. If your target market is stay-at-home mothers in the immediate area (basic, geographical marketing, a valid if not particularly sophisticated method) then carefully map out say, 1,000 homes nearby, and drop a flyer in the mailbox of each home. (Hint: if you want to INCREASE response, put the flyers in a blank, white, sealed envelope – whose curiosity could NOT be aroused by a plain, unmarked envelope in their mailbox when they arrive home?)
Measure the ROI (return on investment), over the next say, 5 days. Calls vs bookings vs total sale amount.
If it cost you $100 to distribute 1,000 flyers and you made a total of $2,000 sales, what do YOU think you should do next? Exactly – DO IT AGAIN, only bigger. And do it AGAIN two weeks later. Same areas. If you want response, you MUST have repetition. Keep doing it till it stops working.
IF zero response, 1) check out the houses where the flyers were delivered – if all cheap, concrete block houses with chain-link fencing and an old car up on blocks in the front yard – probably the wrong Target Market. 2) check that the flyers were actually delivered. 3) check that you had your phone number on the flyer (you’d be surprised!)
2) I am pleased to say I have joined the lite program this week and am keen to get the flyer out, is there a best way for this to be distributed ?
Yes, there is a Best Way – get your running shoes on, stuff a bag full of the things, and go for a long walk around the neighbourhood. It’s the ONLY way to 100% guarantee that your stuff is delivered. Failing that, find a reliable kid or kids on bikes. And even then, SPY on them.
3) I plan to advertise in a local magazine and personally leaflet drop our high street around the new salon, however I have had a few people expressing concerns over the money back statement and saying i should not include the friends part?
We already state 100% happy or your money back but in a more low key format, in addition I am confidant that our standards are such that we can offer a service 2nd to none.
Have you had feedback that English people or anyone has taken advantage of this?
At the risk of sounding grumpy….I’m going to sound grumpy. “…a few people expressing concerns….and saying I should not include the friends part?….”
Good grief. Who pays your bills – your friends/family, or your customers ???? It’s their opinions that matter. Not yours, not your friends, not your family. And they vote with their wallets. This ‘your friends aren’t green with envy’ style of guarantee has been tried and tested gazillions of times by thousands of Premium members all over the world. Your second point – that ‘we already state 100% happy or your money back, but in a more low-key format’ smacks of an attitude typical among business owners too timid to back themselves LOUDLY.
If you’re prepared to offer a 100% money back guarantee in the first place, why be timid about it? It’s VALUE as a sales driver FAR outweighs the miniscule risk of somebody actually calling on it.
As for offering ‘a service 2nd to none’ – who CARES? Everybody in business says that. In fact, the customers assumes that to be the case. It’s not enough. It’s better to be different than it is to be better. Shout your guarantee from the rooftops, it might be the ONLY thing that differentiates you from your competition. After all, they ALL say they’re good at what they do. ‘Gee, buy from us, we’re pretty much as good as the next guy’.
Ho hum.
4. I m a beauty therapist in a hair salon so the clients are theirs. Should I send out next weeks flyers to the clients that have not come in for a long time.or should I give that one a miss.
You’re talking about the ‘Raise the Dead’ series of letters to send to lost clients, contained in the 2nd Lite instalment. Answer: ARE the clients theirs and theirs alone, or have they become your clients as well if you’ve served them two or three times. if the hair salon has given you permission to market to these ‘lost’ clients, then go ahead and do it. And if they have not given you express permission…. well, neither have they denied you permission. I always operate on the basis that it’s easier to seek forgiveness than it is to get permission in the first place. And even if you do mail these lost clients and somebody gets upset about it…well, you might want to explain (brightly) that it’s given the hair salon another chance to upsell or rebook them too!
Folks, that will do for now. I’m sure there will be other questions, but please don’t expext individual answers. I’d spend all weekend answering them, and never get out fishing – which is what I plan doing tomorrow:-)
Regards, Greg Milner,
Worldwide Salon Marketing
PS: There is ample information, advice and tips even in the General Public area of THIS website, I suggest that all Lite members start reading, listening and watching. If you’re not prepared to invest some time and educate yourself about what works in business, you’ll forever be treading water. May as well work for somebody else.
