No matter what form it comes in (digital, booklet, pamphlet, book, etc.), your spa menu is an important point of connection between you and your clientele. There are a lot of things you can do with your spa menu, so this column will discuss the things you shouldn’t do.
1. Use All Caps. It may be tempting, but don’t use all capital letters on your spa menu, unless you like to scream at your clients (please don’t scream at your clients).
2. Be Too Brief. Clients are going to use your spa menu to select their treatment, so don’t lose the sale by leaving them guessing. Let them know the steps in each treatment, along with main ingredients and the effect of these steps. However, don’t go overboard. A few sentences should be sufficient, and the rest they can experience themselves.
3. Not Add Pricing. Provide pricing, as this is an important part of the menu. Leaving the prices off may lose you a sale, and use round numbers so you don’t look like you are discounting. Some may say to leave prices off so you don’t have to update, but I say including prices will remind you to update, which is an important step.
4. Be Bland. Make the layout fun. Use imagery and make your descriptions lively. Make sure your menu entices the client, not makes them want to take a nap.
5. Use Silly Fonts. Font choice is important, and it says a lot about who you are as a brand and as a spa. Don’t choose overly fancy or silly fonts that are difficult to read or lead your clients to believe you aren’t serious. Instead, choose classic fonts. And if you don’t read anything else, don’t use Times New Roman.
6. Forget Your Policies. Make sure you include your booking and cancellation policies, just don’t hit clients with them at the top of your menu. Include these policies at the end of your menu.
7. Forget to Proofread. A misspelled word here and there may seem like no big deal, but it is. Errors in your menu make it look like effort was not put into it, and could turn some clients off. Enlist a friend with a passion for the written word to give it a second look.
8. Ignore the client. Don’t use words like “our” or “my.” Instead, use words that involve the client, like “you, you’ll or yours.”
9. Go Off Brand. Make your menu cohesive with your spa’s identity. The colors and decor used in your spa should be carried through to your spa menu. Also, consider using imagery taken at the spa rather than stock imagery, so they can get a feel for your space.
10. Offer Too Much. Offer your client options when it comes to facials, but not too many options. Otherwise, you may leave the client confused and lose the sale. Think about your target market and what treatments they purchase or have asked for. Adding a bunch of treatments just because others offer them may lead you to a menu revision sooner than later.