Your “Tarket’s” Frame of Mind


You’ve just spent a great deal of time energy and attention on your day spa’s latest e-mail campaign sweating over the details of one of those “Godfather” offers  – you know, the kind of offer your “tarket” (target market) simply can’t refuse.

Then you send your email blast, expecting to blow your day spa’s the doors down. But instead of a flood of business, responses come dribbling in as the people on your list respond…

All that work with for such an anemic result – your email delivered numbers well below what you’d expected.

With that kind of result, it’s easy for you to get frustrated with marketing. So frustrated that you may even be thinking about scrapping all this internet marketing, especially the type using email.

You start to believe that this internet marketing isn’t all it’s cracked up to be – that you’ve been sold on a bunch of hooey by some software company that wants to extract more money from your pocket.

You even consider going back to the good old fashion word of mouth for bringing in new clients. After all you know people do come to you through word of mouth – and when compared to email marketing it costs you very little time, money and energy.

But hold your horses – internet marketing, of which email marketing to your list is a part, does work – done properly it can bring new clients into your day spa, existing clients back in more frequently and get people to spend money with you on-line.

So what do you have to do to get your internet marketing to work? The first thing is to understand your “tarket’s” frame of mind when they’re on the computer.

When a “tarket” is online using a computer, their activities fall into one of three categories.

  • Searching
  • Blogging
  • E-mailing

With each of these activities, your “tarket” has a different mindset.

So let’s start with when they’re using the search engines. When they’re searching the web, they’re in either a “problem-solution” or a “getting ready to buy something” mindset.

For example, they may have a problem with rosacea and they’re looking for a solution – or they know they want to buy a spa gift certificate for a friend in another state and they’re looking for it.

The next activity they engage in is blogging – here their mindset is one of “news or getting entertainment”. Obviously this is very different from when they’re looking to buy something or searching for a solution.

Then there’s the time your “tarket” spends on the computer emailing. When they’re emailing your “tarket” is thinking one of two things – either “let’s be productive (work) or “I wonder what’s up with so and so?”  Basically, they’re checking up on something.

When you take the work part out of the emailing – and what are we left with?

We’re left with the “tarket’s” focused on communicating with friends – or continuing relationships with people they know.

One thing’s for sure – they’re not waiting around for you to make them an offer.

That’s low on their priority list.

So what are their priorities? Their preference is to look at wedding pictures from a friend, or a message from a guy they just met.  After that it’s work related and last but not least your stuff. Now if you think about why you got them on your list in the first place it’s because they wanted information from you – information about things that make a difference to them.

But how do you keep them interested in you and your day spa- especially since they have dozens of e-mails pouring into their mailbox?

The way you keep them is through building a character – you become a character they’re interested in. They become more intrigued with your day spa than if you simply delivered pure information.

If you want proof about a person’s remembering characters more than information

just ask someone to name three things they learned in school. Then ask them to name three characters from the TV show Seinfeld. It’s a sure bet that Jerry, Elaine and Kramer will come out of their mouths before something about school does.

The bottom line is people respond more to entertainment than useful knowledge. So if you want to improve your “tarket’s” response to your e-mail marketing, become a character first and then make them an offer they can’t refuse.

Andrew Finkelstein

The Beauty Resource


Salon/Day Spa Marketing – are you talking so people listen?


Imagine you’re at a networking engaged in conversation when the other person asks you “what do you do”? After you tell them, you notice a glazed look on the other person’s face or that the person has moved onto another topic of conversation. It’s as if a door has just been slammed in your face.

Why does this happen? Why don’t people show as much interest in what you do as you’d like them to?

The answer is simpler than you think – it’s all about the language you’re using.

You see marketing actually has a language – and by understanding this language and “speaking” it fluently, the doors will open up for you and you’ll get more attention – and once you have their attention, you’re put them on the road to becoming a client.

To get clients you must market using a marketing language based on something called “Marketing Syntax.” Syntax is the order of things. Syntax creates meaning. For instance, the order of letters in a particular word gives that word meaning. Likewise, the order of words in a sentence gives that sentence meaning.

Take, for example, the three letters a, r and t. With these three letters, there are three possible word combinations: art, rat and tar – with each word having an entirely different meaning.

Just as the order of letters or words gives creates meaning, the order in which you present your marketing ideas determines the meaning the listener attaches to your message.

In other words, if you deliver your marketing message in a certain order using marketing syntax, you’ll connect with the prospect. If you connect with the prospect then you’ve gotten their attention – which is the first step in creating a relationship.

Ok, so what does this language do? It puts the attention firmly on the prospect instead of on you. When that happens the prospect says to herself “hey this is someone who understands me”.

When they feel that way, that someone understands them, then they’re more than likely to continue becoming familiar with you. They’ll want to find out more about your salon/day spa’s services – and isn’t that what you want?

However most marketing doesn’t give you what you want. Why? Because the owner doesn’t understand or use marketing syntax, so her message falls on deaf ears.

For instance, when people ask a salon/day spa owner what they do, the owner usually answers them literally: she tells them her label or describes her process.

She says, “I’m a day spa owner. I do hair, facials, wax, massage and other beauty services.” While these are both factual and accurate statements neither is an attention-getting message.

Why aren’t they attention getting?  Because when the owner is talking, the other person is on her own wavelength. She’s thinking, “What’s in it for me?” You see when the owner presents herself using a label or describing what she does – she’s focused on herself and not the prospect – and the prospect feels it.

It’s sad because the owner may be genuinely interested in that prospect and fully capable of helping her. However, by not using the marketing syntax she doesn’t come across that way.

So how do you create a message using syntax? The easiest way to do this is to follow the three steps of the marketing syntax formula.

1. Target Market – That is, whom do you work with?

2. Problem/Challenge – What issues do your clients have?

3. Outcome – What results do your clients get?

When someone asks what you do, the first words out of your mouth need to be about whom you work with. This creates focus on the other person rather than on you. For example you could say -“I work with professional women who work downtown.”

Since you’ve immediately identified exactly who your ideal clients are, the listener can immediately know whether or not you can help them.

Next, you add the problem or challenge you address: “… who don’t know where to go to find outstanding spa services that won’t break the bank”.

Why should you address problems? Simply because problems are where people “live”. Problems are what they’re thinking about – therefore if you can address their problems, they will realize you know something important about them.

The last step in your message is to communicate the outcome you actually deliver. The outcome is what a client gets when you work with them. For example, “We help our clients maintain their skin even when they’re away from the day spa”.

When you express your marketing message using marketing syntax the other person’s likely to respond to you by saying something like “could you tell me more about that?”  Thus, you’ve opened up the door to a relationship.

So when can you use marketing syntax? Use marketing syntax anytime you communicate about your business, verbally or in writing. When you do, your attention value will go up dramatically – and getting attention is the first step to moving someone from being a prospect to a client.

Andrew Finkelstein

The Beauty Resource

Target vs Tarket


The short definition of marketing is the profitable getting and keeping of good customers.  So let’s be frank with one another and not pull any punches – there are a lot of day spas who are struggling to keep the doors open.

Why? I could give you a ton of reasons – but cutting through it all the single overriding reason for this struggle is their customer count is anemic…and when that happens the entire business slows down…

Look, with today’s challenging economy your day spa could be, if it isn’t already, losing customer count. But all is not lost – you can reverse the trend and fortify your business.

How do you do that? By adding some Special K® into your Marketing

Just ask any nutritional expert what is the most important meal of the day and they’re bound to tell you breakfast. Why breakfast? Because eating a good breakfast provides you with the energy you need to start the day off right.

That’s why the folks at Kellogg’s created the Special K® breakfast cereal. To help you get a healthy start to the day.

Well, what does a breakfast have to do with day spa marketing? Just as a good breakfast gets you going, a good marketing plan sets the stage for your business’ success. A good plan starts with whom you do business with, which is your target market.

Let’s make that word target extra special and add a “K” to her. Let’s call her your “TARKET” a name one of my marketing mentors, Red-Hot copywriter, Lorrie Morgan-Ferrero, coined. She combined the words “target” and “market” together and presto, out popped the new word-“TARKET.”

So why call a target a TARKET? Simply because by using this word TARKET you’ll think and talk about your target market differently than you would by just calling her your target.

How so? While both represent your ideal or core client, the one you want to fill your chairs/rooms with, and for whom you buy products and create new services, there’s a subtle but important difference.

What’s the difference? When day spa owners/managers think and describe a target market, they usually use demographic terms-age range, sex, income, marital status, children, education, etc., or geographic terms-where the core client lives or works.

While it’s important to know the demographics and geographics, two essential ingredients for your core client, there’s still another ingredient without which your marketing is guaranteed to fall flat.

That ingredient is the soul of marketing. It’s the psychographic component. It’s what the core client thinks and feels. The psychographic component brings the core client to life so to speak.

Technically both target market and a TARKET combine the three aspects of the core client-demographic, geographic, and psychographic. But only the TARKET feels like a person, while the target seems inert.

Why would it matter if an owner refers to core clients as a targets or TARKETS? Simply put, it does matter because how we think and talk about a person shapes the actions we take toward that person.

How do you create a TARKET? You take the demographic and geographic profile and then create an imaginary friend, just as you may have done when you were a kid. Then write down your description of that imaginary friend, what she thinks about, how she responds to what you’re saying, doing, etc. That imaginary friend is your TARKET.

Key to all of this is remembering that people like to be treated as people, not as numbers. They like to be talked to as people, by people, not as some faceless number by some faceless corporation. While TARKETS are the personification of people, targets tend not to be.

By using the TARKET concept, you’ve given your marketing and marketing plan the necessary first ingredient, that Special K® that’ll bring in more clients to your day spa.

Andrew Finkelstein, President of the Beauty Resource