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I hope you find my writing and business tips and observations useful. My business and blog are dedicated to helping businesses communicate clearly and reach their potential. Read, subscribe to my newsletter, enjoy! Tash

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Making an offer

A few days ago I wrote about a beautician sign offering 50% off clients, focussing on the poorly communicated message.

I have another issue with that sign, and their special offer for new clients.

Offering new clients a major discount (50% is big) may well bring in more customers and keep them busy, which is obviously a good thing for  business. However, there are some other parts to this offer:

  • how many of those clients will come back to pay twice as much for the same service? Does the business make enough profit from one half price service to warrant the discount if they never return?
  • are they cheapening their services with this offer? are they giving a message that their services are so over priced they can afford to take off 50%?
  • are they concentrating on new clients at the expense of existing, repeat customers?

There are other ways they could attract new clients through specials, such as:

  • new clients get a discount voucher for their second visit – even if it is the original 50% discount, at least they have paid full price once and you are teaching them to come back
  • customer rewards where they get a free {specific service} every five visits
  • new clients get a free {extra service} when booking over $x in services
  • new clients get a goodie bag on their first visit – include discount vouchers, relevant product samples, vouchers from complementary businesses, a chocolate, a branded pen/magnet/etc, and so on

What’s imortant to remember with special offers is that you continue to make a profit and that the offer won’t hurt you more than it helps.

New weight loss system?

I was on a walk yesterday, and I noticed a sandwich board out the front of a beauty shop. As well as the usual details, it included some text to the side as if to attract attention. The text was:

50% off new clients

If you are very overweight, you may be happy to know they could remove 50% of you (I wonder if you get to choose where the 50% comes from?) If you aren’t overweight enough to want to loose 50%, we can only hope they don’t remove other parts of you!

Of course, what they really meant was new clients pay half price on their usual services – but it is important to write what you mean rather than assume people can understand you.

How could it have been better?

50% off for new clients {yes, adding one word makes all the difference!}

OR

half price for your first visit {longer, but very clear and also shows the discount is for only one visit}

Have you read your marketing messages to be sure they say what you mean them to?