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Combination Services for Optimal Results

By: Steven H. Dayan, MD, FACS; Tracy L. Drumm; and Terri A. Wojak
Posted: October 31, 2012, from the November 2012 issue of Skin Inc. magazine.
Taking the extra time to show a client highlighting and contouring makeup techniques, as well as how to conceal blemishes or accentuate the eyes, will provide them with a remarkable service.

Taking the extra time to show a client highlighting and contouring makeup techniques, as well as how to conceal blemishes or accentuate the eyes, will provide them with a remarkable service.

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Improving the appearance of a client is an overall look with the goal of enhancing the natural beauty every client has. It is not completely adapting the way a client looks; only making subtle changes so that she gives off a natural, youthful appearance.

A Marketer’s Perspective: Tracy L. Drumm

No matter how great a promotion or bundled a package is, you still have to promote it. TOIB is a formula developed through trial and error to help spas seamlessly create effective marketing campaigns. Use the TOIB formula below on all of your fliers, Web specials or social media promotions.

Teaser. Look at the cover of any magazine, and you will quickly learn how to master the teaser. This marketing tactic is a way to generate interest by offering a glimpse of exciting information, such as “10 Tricks to Defy Your Age” or “7 Secrets to Beauty.” A teaser is an effective way to pull the consumer deeper into your promotion. Every piece of mail or ad should have a teaser that encourages the reader to take further action. It can go on an envelope, such as “Free Gift Certificate Inside” or in an ad, such as “Breakthrough New Treatment With Results You Need to See to Believe.”

Offer. Everyone loves a free gift! An offer on your promotion engages response from the reader. It doesn’t matter if your offer is small or large; rather, that it is of value and interest to your market, such as “Free eyebrow wax with a medical treatment,” or “Mention this newsletter and receive a $50 gift certificate toward a facial treatment.”

Immediacy. Today’s society moves fast and, to get a consumer to slow down, you have to create a sense of urgency. Your offer should have an expiration date to encourage the person to put down what they are doing and contact you. If your offer is valuable enough, it won’t want to be missed by your target audience. An effective way to create immediacy is to say: “Limited appointments! Space fills fast!”