How to ‘Re-Invent your Salon or Spa’ By – Call Us Now On 618 9443 9327

How to ‘Re-Invent your Salon or Spa’ By – Call Us Now On 618 9443 9327

What business are you really in? Last week I showed you one of the most powerful ads ever written…a tiny classified ad that drew 5000 applications for Ernest Shackleton’s Antarctic expedition. (you can see that ad here.)

One of the success strategies I teach is to ‘re-invent’ your business – turn it from being an ordinary beauty or hair business into something else that more closely matches what the customers actually want.

For example, nobody actually goes to a beauty salon to have mud poured all over her body because she wants to look like the Incredible Hulk. She actually wants the results of that wrap. Similarly, no woman ever goes to a hair salon because she wants to sit there and read magazines for two hours.

She goes because she wants friends to envy her, and people to look at her admiringly.

How to 'Re-Invent your Salon or Spa' By - Call Us Now On 618 9443 9327

Want to see this ad full size? Inner Circle members log into the Members only ‘sealed section’ and navigate to Getting New Clients – Beauty

Recently a prominent Member approached me for advice on their Yellow Pages ad. Initially it was just some thoughts on a headline. But having written the headline, I couldn’t help myself, and spent several hours writing a story to go with the ad, a story that read like a romance novel. It was deliberately designed to turn that business into what it really should be – a Romance Business.

As I’ve often said, I’m a Creative Thief….I look at what works in one industry sector, and ‘steal’ it, modify it, and apply to another business. So in this case, I stole and modified a line from Ernest Shackleton’s famous Antarctic Expedition ad (‘Men Wanted for Hazardous Journey’) plus a line I got from another famous ad, written by Gary Halbert for Tova Borgnine’s full-page newspaper ad to promote her new perfume range (‘Guaranteed to Contain No Illegal Sexual Stimulants) and turned into a compelling headline for this Member’s New Yellow Pages ad.

Then I used that headline to lead into the main copy of the ad, which turned what was an ordinary YP ad into a story about romance…and ended the story with a great testimonial and ‘before and after’ pictures of one of this Member’s clients.

NOTE TO INNER CIRCLE MEMBERS: Log into the Members Only ‘sealed section’, navigate to Getting New Clients – Beauty and you’ll be able to download this ad in its full-screen version.

How to ‘Re-Invent your Salon or Spa’ – Call Us Now On 618 9443 9327