7 Secrets to Developing an Effective Spa Menu

By: Dori Soukup

Posted: September 29, 2011, from the October 2011 issue of Skin Inc. magazine.

Spa menus come in all shapes, sizes and styles. Some are booklets, some are pamphlets, some reflect a great image and some don’t. What is your menu saying about you? Is your menu effectively selling your treatments and products?

The main purpose of the menu is to pique interest, excite and compel the reader to make an appointment. The following seven do’s and don’ts will help differentiate your menu from others while positioning your spa in unique way.

1. Copy—Choose the right words

Don’t use the word “our” in your menu. Descriptions that focus on our spa, our facility, our therapists and so on … incorrectly emphasize the spa instead of the clients.

Do rewrite phrases or replace “our” with “your.” Remember, it’s all about your clients. Choosing the right copy is essential when writing your menu.

2. First impression

Don’t list your spa’s policy on the first page of the menu. Another common faux pas is when you open up the menu and immediately see lists of massages and facials.