Punk Tip 1.
If you allow the newspapers
graphics/ad man to create your advert you are stuffed. Why?
Advertising is actually about
tapping into the mind of your clients. To do that takes a skilled person
that really understands the mind of someone that wants their hair or
skin doing.
What do graphics guys know about?
GRAPHICS... that's it. These are the guys stuck in the basement of the
newspaper that are not only creating your advert but are playing with
the cash that you have invested into advertising.
They talk about graphics, software
and computers! N.E.R.D.S!!!
Do you really want to hand them
control of your advertising?
So your tip is ... Hire a copy
writer to create and advert for you.
A good copy writer will understand
3 things. 1. The buyers mind. 2. The words to use in the advert. 3. How
to layout the advert for maximum response. 4. How to write a powerful
offer.
You'll find a copywriter and other
links at the end of this page.
Punk Tip 2.
Be patient. The truth is most of
the time you won't get an instant response from any newspaper advert.
It can take weeks, months or even
years of continual advertising to build up your reputation locally.
Would you respond to the first
seeing of a newspaper advert for a new product? No... most of the time
people respond to adverts that are continual.
Here's a fact: it can take at least
7-9 showings of your advert in a newspaper to get any kind of response!
I did say SEVEN TIMES!
So that means you need to know that
if your advert is going to cost you $500 to run you might have to run it
SEVEN TIMES!... That of course is $3,500... OMG!!!
Punk Tip 3.
Running a single advert for one
week is about as useful as the stylist you fired last week!
You need to plan a campaign. This
is where decent copywriter or adman will help you.
What is a campaign?
Okay it's easy!
First you need to think about the
service you want to sell or highlight to the public.
Second you need to let your whole
team fully understand what the planned campaign is all about.
If it's about a new facial you all
want to promote ... tell them otherwise when they answer the phone
they'll have no idea what the caller is on about.
Third you must have your adverts
created with the following elements...
Great headline
Great copy
Great graphics
Amazing, mouth-watering offering
the reader will not be able to refuse!
Let me show you the difference and
then tell me which headline you think works best for an advert.
Ready?
Okay here we go ...
Toni's Unisex Hair Studio
or ...
When Is The Last Time You Changed Your Hair?
See the difference?
The second headline asks a
question. The question is designed to make the client react or response.
Do yourself a favor, hire a
copywriter to sort this stuff out for you.
Now the truth is... the above is a
tiny snippet of what really works and how it works.
Anyway... I really hope this stuff
helps you. It's the difference between success and failure in your
salon!
Let me know
Head punk Alan.
