Any time you make a connection with a person you should have a deliberate plan to lead them through the process of becoming your client and your brochure is just one of the options you have available. With that in mind I challenge you to look at your brochure with a new pair of eyes and ask yourself…On this piece of expensive marketing material is there a process to take this person from showing interest in my salon to sitting in the chair? If you are relying solely on esthetics and descriptive wording you may not be getting the results you desire.

So let’s take a look at this process:

Appeal to your ideal client Depending whose hands your brochure lands in and how long they are willing to invest in learning about your salon you may have as little as 30 seconds to make a good first impression. Assuming that you have spent the time creating your vision,mission and service commitment and you have identified your ideal client, your brochure images, text and tag line will be effective in capturing their attention visually.

Grab their attention Now that you have their attention; lead them into the next step of this process by keeping their attention. You can do this by providing them with the solution to their most pressing concerns.  Because you have tailored your vision,mission and service commitment to attract this person it can be as easy as listing the top reasons why your salon is the perfect choice. For example; if your ideal client is the working professional between the age of 35 and 50 and your service commitment offers express appointments, priority appointment scheduling between 4 and 6 pm or email confirmations, list these on the first page of your brochure so this potential client knows that your not only do you serve people like them but that you have gone out of your way to make it easy to be a client.

Make a call to action  Have you ever heard to strike while the iron is hot. You don’t want your brochure to end up in their kitchen drawer or under a stack of papers in their office before you have had a chance to make a connection with them. The call to action I recommend is a visit to your website or blog where they can opt in and get a free gift. Make this gift something that they value, want and feel compelled to get in exchange for them leaving this information with you. If at this point they still are not walking through your door, you have at least given yourself the opportunity to continue to build the relationship with them.

If you want to fast track your marketing to get your salon business soaring in 2010, check out my Mastermind Group where we will be targeting 20 more ways to attract clients!