How to find free advertising

When I first moved to Boulder, I had zero clients. I didn’t even know anyone who lived here. Just like when I moved to Chicago, I was starting from nothing, opening a new skin care business in a new city. I don’t necessarily recommend doing things this way, but it has always been my way it seems. Other than opening my first business in Dallas where I had a lot of clients, starting a new business in a town where I am unknown has been my modus operandi. If I can say anything about this way of doing business, it is possible!

Being consistent is important. I kept my same business name and brand everywhere I moved to. I also looked for opportunities to let folks know about me. Below is something I found that was free and ended up sending me a lot of clients.

After moving to Boulder and finding a little spot to run my business, I saw something in the Daily Camera, a small newspaper that is popular in Boulder. Reading through it I noticed a section called “Health Profile.” I think the one I read was about an acupuncturist in town. At the end of the article it had submission directions. I emailed the contact person inquiring how I, too, could be featured in their Health Profile.

It was easy: Simply submit a written piece and they either will or won’t use it. OK—I can do that! And what I did next is something I have done before: I took the questions from the profile I had read, conforming them specifically to me and my services, then wrote about myself and my business in a way that might catch someone’s attention. 

Here is the piece I wrote. It was published online (what you see below), it was printed in their paper (see above), and it was also published in their monthly magazine (see the bottom of this article). This kind of free advertising is wonderful—and rare—but you can find it. So look for things like this in your community.

The Daily Camera’s online pages

As I’ve been writing this post, I went on to the Daily Camera site and found another person’s profile with different questions. Take these and run with the answers! Promote your business. Make a new client want to give you a call. With these types of Q & As, where you are both asking and answering, you can create a curiosity and excitement about your business—and in this case, it’s free!

• How did you get involved in this business?
• What distinguishes you from other businesses in your category?
• What do you like best about your line of work?
• What is your business’ biggest challenge?
• Something people might be surprised to learn about you or your business

Their “profile” is a bit different than mine; I like that they note the size of their business.

Profile:

• Business: --
• Address: --
• Hours: 9 a.m.-7 p.m. Monday through Friday; 10 a.m.-3 p.m. Saturday
• Founded: 2014 
• Contact: [phone, email, website]
• Employees: 8

The following is the fit! magazine from the Daily Camera. They had me come in for a photoshoot (I hate this photo!). And although my picture wasn’t exactly in the same place as the text about me, it was a 3-page spread in their magazine—all for free!

Now, go forth and write about your business!

Forms of taking payment

I highly recommend setting up your business to take credit cards. I estimate 90% of my clients use them, although a few people prefer to write checks. It’s true that a portion of your sales will go to a merchant services company, but it is a small payment and worth every penny for the convenience it gives your clients.

I have never understood why a high-dollar business, like a facial salon, won't take credit cards. Usually the fee that is involved is the main reason. As a business owner, I want to make giving me money as easy as possible for any and all clients! I have even taken an I.O.U. if someone forgot their checkbook or can’t find their credit card. I know they’re good for it; I know where to find them!

Seriously, you want to make payment easy and convenient. Just think if you lose a client who may have come monthly or even just quarterly but won’t because you don’t take credit cards. That is a lot of revenue lost—more than the annual cost of taking the credit card in the first place. So really, you can’t afford not to take credit cards.

Personally, I don’t think you can afford not to.

Trading Services

Trading services with other practitioners can be a wonderful thing. For many years in my career I have done this—traded with other aestheticians, massage therapists, and even acupuncturists. There have also been times when I just had to say no. Trades, obviously, involve no money exchange, and some periods in my working life I just wanted or needed to keep my appointments open for paying clients.

Trading services can help bring more clients into your office. If the person you’re trading with agrees to keep your take-ones in their (non-competing) office, you will get more exposure. You, in turn, will agree to keep information from your trading-person in your office and help to promote their business. For integrity sake, only do this co-promotion with people you would freely recommend to your clients. Otherwise you run the risk of sending clients to people who don’t really provide a great service, lessening the client’s trust with you.

I don’t have a lot to say about trades except keep accurate records! Some trades will be a you-come-in, then-I-come-in type set up. But some trades I’ve done went more like you come in, and again, and again—a bit lopsided. That is why it’s important to keep good records.

I didn’t trade for skin care products, only facials. Also, even though I usually charged more for my service than the person I was trading with, I always felt the trade was even because of the time spent (vs. the cost of the treatment). For instance, when I got my hair cut, the service took 30 minutes start to finish. I traded this for my one-hour facial. I felt it was an even trade although the facial was longer and cost $20 more than the cut. It was a really good haircut!

As with any and everything with your business, you will set things up the way it suits you best, whether it be exchanging services with someone or just setting your prices for clients.

Client Frequency Reminders

The regularity of clients coming in is as varied as the client. My most regular clients come in once a month—every 4 weeks. Then it goes to 6-8 weeks. Some people come in seasonally, every 3-4 months. And some come in once or twice a year. There are also a few people who like to come in every 2-3 weeks, although throughout my career this is more rare.

The monthly clients usually book before they leave, but not always. That is my preferred system, but some people can’t plan that far ahead, so they call me when they know they can come in. Then I have those who have standing appointments.

Almost without exception, those who prefer to come in quarterly like for me to contact them after 2 months have passed to make a 3 month appointment. They like this because I offered it! Otherwise time gets away and it may be 6 months or more before a particular client remembers to call and make an appointment. I like to make things as easy as possible for people to frequent my business. I know they want to come in, but sometimes life gets complicated and they forget to call. Make it easy for your clients and offer to get in touch with them. Make it your responsibility after all—it’s your business!

Keeping notes if a client wants you to contact them for their next facial is essential. After that client leaves my office, I put a note (in pencil) in my appointment book to contact them (usually by email) and let them know it’s just about time for their next facial with me.

For instance, if they were in on June 21st, I’d put a note on August 21st that says: Contact Sue Smith for 3 month appt (06/21/15). I also put a sticky note on their chart with a reference for the reminder like: wants every 3 months, contact in 2 months. This helps me keep track to see if they are actually coming in as often as they said they wanted to. But I always ask first. Sometimes people don’t want me to remind them, they prefer to call me when they want to come back. So be sure to ask if they want a reminder, then make notes if they do. Now they are relying on you!

These reminders are where I will write an email vs. calling a client. I’ve found that if I call, the client is more likely to forget if they don’t make the appointment right then on the phone. By emailing they can hold on to the email reminder notice and get in touch with me once they know their schedule and when they want to book the appointment.

For more information, read: 

• Standing Facial Appointments