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In today's business podcast, we will discuss what I have termed the "Salon Business Strategy", or how beauty salons make great money by giving away "free" services.

Today's brainstorming session revolves around actual personal experience, instead of business news. A friend gave me a coupon for a "free" cut and color, which the beautician had given to her when she had the same service done for herself. I went in for a pre-coloring consultation and walked out with $100+ of hair treatments to "prepare" for the coloring. I knew what was happening, but was intrigued with the business process I was participating in. (Plus, it was all money-back guaranteed if I wasn't happy with it, so I could take it all back if I wanted.)

I realized the power of getting your clients to bring you new clients by offering something of value for free, and making your money back by products instead of services.

So I wondered how this could be applied to the Brain Storm! Business Podcast listeners, as well as myself. The bottom line was a multi-step strategy that, if thought through, could be helpful for many of us. The abbreviated version is:

• Offer something of REAL value for free.
• Get your present clients to find new customers by giving this freebie away.
• Offer consumables that are peripheral to or required for your service.

We also return to the "passion" part of business, and the truth that people will pay for things they are passionate about.

I used my late birthday jaunt to Circuit City as an example of passionate purchasing. Whether it is car parts for a 56 Chevy or some new gadget for your computer, everyone has a hot spot, and they are willing to pay money for it. For others it is clothes, shoes, nails and hair. Find the right passionate target market, and things will go well for you.

As the Eagles asked, "Did you do it for love? Did you do it for money?"

The hot spots are money, love and health. If your business is in one of these areas, then it should be easier to convince people if your product or service is real and effective. Take the sales classes I bought because they were created by a guy with a 100% sales call success rate. Convince me you have the answer to my problem, and I'll fork over money, hand over foot!

So listen in as we brainstorm about what you can give away, how to get clients to give it away, and what you can sell them while they're takin' what you're givin'.

In the meanwhile, if you are interested in possibly getting some of the $5000 worth of goods and services being given away at the Online International Podcasting Expo, then head on over to the site and get yourself a ticket. What could you do for your business with $1000 worth of business services, like advertising or administrative help? Or what about a $1000 vacation? Yes, I'm not kidding...

Until next week, this is
Penny Haynes, of 1st Podcast Publishing.