Salon owners consistently point to marketing as one of the greatest points of difficulty for their business. When something works, it feels like magic; when it doesn’t, it feels like a mystery. But what if all the time and work you put into creating marketing materials could be rewarded with certainty and insight? What if you could learn what is working and why?

This is the power of experimentation. I’m not talking about simply trying new things. I’m talking about designing structured tests as a scientist would.

Professional marketers utilize an arsenal of tests and analytics to find out what will resonate with their audience, but you don’t need expert knowledge to conduct your own marketing experiments. All you need is a refresher on the scientific method.

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