Optimize Your Spa Brochure. By Leslie Lyon. Saturday, 29th November 2008

Our spa's brochure is perhaps the most important travelling sales tool we have for our business - Your brochure should support your company's services as well as retail sales efforts.

Here are a number of considerations that could prove to turn your brochure into a sales magnet instead of a recycled remnant:

• Specialize in and market your most profitable services and products. Provide prime space to those prime services and products.
• KISS principle - keep it easy to understand & easy to buy from. Understand and keep control of both your depth (the number or varieties available of each service), and breadth (which types of services you will offer).
• Show and tell each customer "This is what you can expect from us". Sell/suggest retail on your brochure "We promote and support self care through home care". This helps the client understand that homecare recommendations are a part of your business and their success (it also breaks the ice for your staff).
• Bundle hard to sell services and products always.
  Insert "Complementary/recommended services and products" beside each service on the brochure, just like a fine restaurant recommends a wine to accompany and entree.
• Sell only those services with obvious and high levels of Aesthetic value & results.
• Clearly demonstrate on your brochure what your value incentives are for each treatment. Never be afraid to "blow your horn".
• Make everything a "Series of Events" by offering incentives attached to multiple service purchases.
• Show interest in your client's: education; time; special audiences, (mini, bridal, pre & post natal, men, kids) family, community, environment, indigenous ingredients; customization.
• Have regular price increases on your brochure - make it a way of business. If it ends up cutting down on sales a bit, it will make up the difference in improved profitability, which is just working smarter instead of harder.