By Grant Miller, salon consultant

One of the most common questions I receive from salon owners regarding their marketing is, “When marketing to a customer, what is the best thing to offer them to get them into my store?”

In October of last year, I wrote one of my most instructional articles which discussed the importance of having an “irresistible offer,” or offering something that is so irresistible that anyone thinking about tanning would be foolish to pass it up. But once you understand the importance of the irresistible offer, what exactly should the offer be?

Early on, I learned a very important lesson from one of my most influential marketing mentors, Dan Kennedy. This was the concept of using the “right bait to capture the right critter.” For example, if you place a big salt lick block in your backyard, you’ll expect to attract a herd of deer. But if you hand a big piece of cheese in that same backyard, all you’ll probably attract is a bunch of rats.

The same thing goes for your marketing message. You need to the right bait to attract that perfect prospect. With that being said, though, there is never one irresistible offer that works for every customer and situation.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.