Seven Marketing Mistakes
Smart Business Owners Make

Most owners/managers approach to marketing lands them on the rocks. They end up getting far too little results for their efforts If you’re not happy with what’s going on with your salon/spa’s marketing please read on.

#1 You have the wrong marketing mindset: Your thoughts and attitudes, plus the underlying beliefs you say to yourself about marketing, determine you’re outcomes.

If you think that marketing is hard, takes too much time, or is too expensive to do, then guess what? It will be. Your beliefs create your reality, so you’ll want to look at them, identify them, and work with a process to turn around those beliefs. You’ll want to question your limiting beliefs.

#2 You don't know how to play the “game of marketing”: Marketing has rules and parameters. It’s a process with a beginning, a middle end, and an end. Just like a game, you’ll also need a way to keep score.

#3 You don't speak the “language” of marketing: No, this isn’t the technical stuff of the advertising world, it's the way to use language. It’s about the marketing syntax (the order in which ideas are communicated).

You probably know marketing is about AIDA (gaining attention, creating interest, and desire, and getting the prospect to take action). The challenge is what you have to say to get AIDA.

#4 You don't have a powerful marketing message: You haven't used the syntax to develop the marketing message. The purpose of your marketing message is to get attention and interest, so people say, "Tell me more."

#5 You don't have the right marketing currency: Currency is information about your services that your prospects are looking for. Use it to turn interest into commitment. Once you have their attention, they want to know more.

#6 You haven't implemented the right marketing tactics: Use more than one tactic to convert a person into a client. Approach them from more than one angle.

#7 You don't have a marketing action plan: All of it must be written out. It’s your blueprint for marketing success. Remember, the act of putting it down on paper gets the ball rolling as nothing else can.

About the Author

Andrew Finkelstein, President of the Beauty Resource, is a successful New York City-based entrepreneur, author, speaker, and coach who helps professional beauty businesses make a ton of money. Andrew's E-zine The Finkelstein Report is the beauty industry's #1 marketing resource with free articles, marketing tools, and valuable advice for salons and day spas owners. E-mail Andrew at Andrew@TheBeautyResource.com, or call him at 212-831-2421 x202.