Crafting Client Messages

Successful marketing requires every message ties together like the bow on a gift. When the messages don’t match, potential clients click their mouse button.  Mixed messages mean less impact.  Lost opportunities for new clients, and lost revenues. 

What do mixed messages look like?  Let’s create an example.  Spa1 wants to be known as a high-end, deluxe pampering spa. 

It’s located in a building off a main street that looks like an industrial district. The parking area might make you wonder about venturing there. Leather and chrome dominate the interior. The logo has a Grecian theme. The staff are independent contractors. There is no theme or uniform. Brochures, business cards, specials all send different messages.

There are no two parts of this that tie together to send a clear message to the client.  The chances of this business succeeding are very slim if they don’t give themselves a major makeover.

The makeover must start with a redefining of the target market they want to reach and the demographics of the area where they need to locate.  From here, we design a tag line for the business that succinctly states our objective to our potential clients.

The business should be easy to locate and easily recognizable by the clients as “us”.  If you are a brick and mortar, its location, location, location.  Make sure location matches your message. Ditto with interior. Make sure every aspect of the facility repeats theme and culture. 

Are you casual or upscale, trendy or traditional?  Business cards, brochures, amenities, website, logo, and every aspect of advertising must all reflect the mission statement message.

Select message components that will be easily duplicated/replicated for the different types of marketing that we plan to include.   

McDonalds does this in spades as do most other national food chains.  We can learn from them and use the same techniques adjusting them for our type of business. 

Whatever your business type, the same guides apply. Consistent messages reinforce the message to the clients so we can grow our business.  

Helping Clients Dealing with Cancer

Clients dealing with cancer tend to have sensitive skins.  How their skin responds to treatment can change at any time. We have to treat what we see and evaluate what the client tells us about how their skin is feeling and acting.

Use products designed for sensitive skins. They should be color free and fragrance free.  If the client has oily skin, they should be water based and oil free. More frequently the skin will be dry and dehydrated.

Dehydration can occur on any skin. It happens when the skin's natural protective barrier is compromised. Dehydration needs something to hydrate the skin, (serums, hyaluronic acid.) After placing a hydrator on gently cleansed skin, have the client apply protection to retain the moisture.

If the client is concerned that their skin is looking tired and aging the use of peptides in home care can be very helpful.  Antioxidants like reversatrol (grape seed extract), Meeker raspberry extract, or macadamia oil are beneficial and protect the skin. Look within your product lines for things that will gently coax the skin to looking better.

Chemotherapy drugs make the skin much more sun sensitive. Good SPF protection is mandatory. 

In the treatment room choose services that deal with what you see happening on the client's skin.  If you see redness treat that inflammation first.  Once the client's skin calms down, then next treat for dehydration.  When you have the skin calm  and hydrated then you can deal with pore clearing and the symptoms of aging.

For clients undergoing radiation treatments, avoid areas of a burn, irritation or broken skin.  If the skin is just slightly pink, use calming, soothing, healing products.

Exfoliation should also be gentle.  Starting with a gentle enzyme is the best way to see how the skin responds to treatment.  Other safer alternatives are Ultrasonic exfoliation or a hydro-derm. Avoid abrasive exfoliation until you know how the client's skin reacts.

Clients with previous breast cancer and lymph nodes removed, should not have underarm waxing.  There is a risk of lymphodema, permanent swelling of the arm. This can happen at any time, even years later.