Spa Menu Series: Is Your Current Brochure of Services Effective and Working Hard for your Business?

Part 4 in a 5-part series on Creating, Monitoring and Changing Spa Menus and Aesthetician Services Brochures like an industry expert…

How is your business brochure or services menu doing?  Or do you even have one that you formally give out to clients and make available for potential customers? 

As an aesthetician you are in a competitive business and any business person should have the collateral marketing materials that are simply expected these days, including business cards, brochure, web site and perhaps a few other marketing items as well.

Let's Talk About Your Brochure

Let’s talk about your brochure – which in this industry is usually your menu of services and offered treatments.  These days with desktop publishing software and so many personal computers out there, the temptation will be to make your own.  A word of caution here, you are an aesthetician and not a graphic designer. Just as you believe that graphics professionals should come to see you for the services you are expert at, so should you call on a skilled professional to help with your brochure, that is, if you want it done right.  

Do Your Homework

When you choose someone to prepare your brochure, fist sit down and make some note on the information that you want to get across to customers and potential customers.  Think about the impression that you want to make.  It will, after all, be your first impression in many cases.  Using the IMC or integrated marketing communications approach, be sure that the ideas present in your brochure reinforce ideas on your business card, your website and any newspaper, Yellow Pages, or magazine advertising that you do.    You want your ideas to back up your other ideas, reinforcing the message in the brain of the potential client.  If you go into a graphic artist’s office with ideas in mind you’ll make their job easier and they will be able to make a more attractive brochure for you that you will be happier with.

Choosing A Designer

When choosing a designer many people just go through the phone book.  That’s one way and it works, but make appointments with more than one designer.  Look at their work, especially what they have done for others in your field.  Choose one with a good understanding of what you do for a living.  

Choosing A Writer

Many times the artist will provide writing services also, but many times they do not.  Shop for a writer the same way you do an artist. Also ask other professionals you know whom they used for brochure preparation.  Check with people you know in the advertising business and see who they recommend.  Also talk to printers.  Get some prices for your brochure using full color, or four color process, as well as the simpler spot color method.  Decide if you want photos included in your brochure, or clip art, or simply plenty of white space with attractive type.

Preparing a brochure isn’t rocket science but it is important for your business so contract with professionals and make sure it looks good.  It reflects on you and your aesthetics business.