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How to Generate More Business for Your Yoga Studio with Minimal Cost
Have you ever met someone who could really benefit from yoga, but had no real idea of what yoga is? For example, have you met someone who had back problems and after talking to them, you explained that yoga could help their back? Next thing you know, I’m a regular student and maybe even a client for private sessions.
In this article, I’m going to share with you a strategy for bringing people like this into your studio day after day, all without you being the one to initially talk to them.
The basic idea is that you make an agreement with some other professional or company that serves clients who also want to do yoga. They refer people to you and in return you refer them. The technical name for this is “Business Alliance”. Here is an example:
Jenny owns a yoga studio. It has a teacher who is qualified to teach a gentle yoga class for people with lower back pain.
Rob is a chiropractor. Many of his patients suffer from low back pain.
Jenny contacts Rob and explains that his studio offers a yoga class that can be of real benefit to his patients who have lower back pain. She asks him if he’s familiar with yoga as a therapy for back pain and invites him to attend a class specifically for back pain sufferers (the class is free for him, of course).
She also explains that she would be happy to offer a special discount for her patients. He checks the class, sees that the teacher knows her stuff and could really help her patients. Jenny agrees to give Rob’s patients a 10% discount on all classes and private sessions. He also tells Rob that he will display his business cards in his studio and refer students to him.
It’s a total win-win deal. Jenny gets students and clients who would never have considered yoga before, and Rob has another way to help his patients relieve back pain, as well as get more patients for himself.
There are a number of variations on this, but I think you get the general idea. I love alliances because everyone benefits AND, they are free to implement. So here are some additional details. First, who can you create alliances with? Here are some possibilities (but by no means limit yourself to this list):
o Rehabilitation clinics
o Doctors (those who deal with diseases that yoga can help)
o Obstetrics/Gynecology (prenatal yoga)
o Paediatricians and hospitals/birthing centers (postnatal/new mother yoga)
o Wellness centers
o Weight loss clinics (Weight Watchers, Jenny Craig, etc.)
o Therapists (yoga to relieve stress)
the Day Spa’s
o Churches of the new age, spiritual centers, classes or teachers
o Sporting goods stores (including specialty stores such as ski equipment, golf, etc.)
o Athletics teachers and trainers (tennis professionals, golf instructors, etc.)
o Stores of ecological products
Basically, they are companies or professionals that make your student’s life easier or sell products/services that support their health. They tend to work best when their “alliance partner” has direct, one-on-one contact with the prospective student. In other words, when a doctor suggests yoga to a patient, there is probably an 80% chance that the patient will show up in their study.
You will want to personally present the benefits of yoga to a potential alliance partner. They may know about yoga, but they may also be completely clueless. Speak at their level. And always, talk in terms of how it will benefit them and their clients or customers. Avoid focusing on yourself and your study beyond what it will do for them.
This is so important, I’ll say it again: always talk about how it will benefit them and their customers or clients. As fascinating as your study and even yoga is, people prefer to talk and listen, and work together, when it’s obvious to them.
Next come the details of the arrangement. You want to provide your alliance partner with coupons, business cards, brochures, flyers, etc. that they can deliver to the people it refers to. These items should provide the prospective student with a special discount on class card purchases. Appropriate discounts are usually in the 10-25% range. It will probably also allow them to take a class for free.
Ideally, it should state what specific benefits the person will get from yoga (this could mean different brochures or coupons for different alliance partners. For example, a postcard-sized coupon for chiropractors might talk specifically about how yoga relieves back pain , where the one for Weight Watchers would emphasize yoga as an exercise to support weight loss.
Tailor your brochure to your target market. If it’s a coupon, it probably speaks for itself. If it’s a business card, put a special stamp or sticker on it to indicate that when presented at your studio, the bearer will receive a special discount. It should be a unique brand so you can tell who it’s from (or you can just ask the person). This is so you can know things like “Jody’s Hair Styling gave us 8 referrals this month, but Dr. Brown only gave us 2.” More on the use of this type of information in a future article.
The other half of the alliance relationship is that you will promote your alliance partner’s business. This might look like placing your materials (cards, flyers, brochures, etc.) on a table by the studio door. It could include having teachers mention them at appropriate times (for example, in a back pain reduction class, “By the way, I know several people in the room have been using Dr. Brown, a chiropractor in town, to help with their lower back ).pain and is getting good results. If you’ve been looking for a chiropractor, talk to me after class and I can give you more information on this.”) Maybe include putting an ad for them in a newsletter (or even having them. write an article for it). Maybe it means listing them on your website. You decide what you can do.
Remember, you are never trying to be like a telemarketer and sell things they don’t need. Rather, you are doing this because it can be of real benefit to some of your students and clients; you want to help them
Finally, there are some variations on the previous model that I will only briefly mention. One is that instead of promoting an affiliate partner, you can simply give them something (cash or services) in exchange for their customers referring you. Maybe you give them 10% or $10 for every referral that buys a class card. Maybe you give them free yoga. Again, whatever feels right to you.
Another variation on the general model is for alliance partners to pay you to promote their business (in addition to referring people to you). This works if you have a lot of people you can promote to. It often pays off after you establish an affiliate program and your affiliate partners are clear that they are getting customers or clients from you.
By all means, try variations of your own. Don’t be afraid to make mistakes – if something doesn’t work, write it down and move on to another variation. Business alliances are a proven strategy that has been used for many years. Let your study benefit and help others at the same time.
I know I’ve covered a lot in this article, but I hope it gets you going in the right direction. As always, feel free to email me with questions (I’ll answer them on my blog) and especially with your success stories.
For your success,
PS I would like to give special thanks to Kirsten Elfendahl, Director and University Administrator of The College of Purna Yoga (www.yogacenters.com) for providing background for this article as well as a functional implementation model of a successful business alliance. program Definitely check out their website.
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