www.ascpskincare.com 49
Make the most of holidays to boost client engagement
by Patti Biro
T
he old-fashioned phrase red-letter day
refers to a day with special significance that
is highlighted on a calendar in red. You can
probably think of several red-letter days—
Mother's Day, Valentine's Day, or even Halloween. What
you may not know is that there are red-letter days every
month of the year that can help boost your business.
And even though we call it a red-letter day, you can
make it last a week—or longer!
BEGIN WITH BIRTHDAYS
Celebrating client birthdays is the easiest way to begin incorporating red-
letter days into your marketing and service promotions. Send a birthday
card with a special offer to each of your clients. Who doesn't love to receive a
handwritten note? Limit the length of the offer to drive your clients to take
action. A special offer that is good during the week of the birthday works
well. Your promotion should be compelling enough to encourage even long-
lost clients to book a visit. Top service picks include a complimentary express
facial with a special birthday gift or a complimentary add-on service.
Red-Letter
Days
