In the world of salon and spa service menus, what separates the good from the great? While there is no one-size-fits-all formula, here are six tips for a more inviting, brand building marketing collateral piece.
1. Motivate Your Readers to Want to Look Inside. The first page your reader will see is the front cover. Get it wrong and you will likely lose the sale. Start with the benefits of your services, or use thought-provoking statements that motivate the reader to pick up the brochure and open it.
2. List Your Salon or Spa Services’ Benefits. Purchasers care about benefits, not features. To develop a list of benefits, draw up a list of service features and add the words “which means that …” after each point. For example, “This treatment includes a foot massage, which means that … it feels oh-so-good.” Or, “This hand treatment has an exfoliation component, which means that … your skin will glow.” Benefits are what sell services and products.
3. Make the Salon Service Menu a Keeper. Putting helpful information in your brochure will encourage the reader to keep it, refer to it often, or pass it on to other people. While most service menus/brochures are aimed at selling consumers a service, informational brochures can be just as effective in building your business. Brochures like these position you as a knowledgeable, helpful expert and develop trust between you and your customer.
4. Alter the Shape. Who says a Salon Service Menu has to be 8-1/2” by 11”? Use your imagination to come up with an original, eye-catching piece. Try tall and slim, square, oblong, whatever you like. The only limitation is your imagination, and, of course, your budget. 5. Less Is More. When it comes to word count, remember that less is more. Don’t try to pack every page full of writing. Leave some white space and room for pictures and graphics. Include bulleted lists to emphasize important selling points. Most customers won’t read your brochure front-to-back, but they will look at visual elements and easy-to-read lists.
6. Ask for Action. Regardless of how you organize your Salon Service Menu, there’s only one way to end it. Ask for action. If you want your reader to come to your salon or spa and get a service or purchase products make sure to give them a gift with purchase offer, or some form of response mechanism. In fact, to increase your brochure’s selling power, include your offer and a response mechanism on every page.