Offer Creation Mindset
The “What Matters Pyramid”
This diagram below shows what matters the most when creating ANY marketing campaign: the offer.
The quality of the offer contributes 80% of the results and everything else is secondary.
This is why it’s so important to take the time to create effective offers in your marketing.
Thankfully, we are experts in building offers for med spas and make this process very easy for you!
Selling Cake VS Ingredients
Creating effective med spa offers is like baking a cake.
Baking a cake involves combining multiple “commoditized” ingredients into something that can be sold for a value greater than its parts.
Economics Of Cake
Let’s say you bake a cake. Here’s a cost breakdown of the ingredients:
Click to see cost breakdown:
White Sugar (1 cup): $0.30
Unsalted Butter (½ cup): $1.75
Large Eggs (2 eggs): $0.42
Vanilla Extract (2 teaspoons): $0.67
All-purpose Flour (1 ½ cups): $0.19
Baking Powder (1 ¾ teaspoons): $0.09
Milk (½ cup): $0.22
TOTAL COST: $3.64
If were to display this cake at Whole Foods with nice packaging, people would be willing to pay around $30.
$30 is much higher than $3.64. The perceived value of the cake is much greater than the sum of the ingredients.
What if the cake was priced at $15? A bargain. You’d have no problem selling it.
Economics Of A Botox Offer
Now let’s apply the same principle to creating an offer for Botox.
Botox is a commodity, much like eggs or butter. This is why if you just sell units of Botox, you’ll likely get “price-shopped”
Instead, what if you combine Botox with other “ingredients” to create an offer?
10 Units Botox: $150
Dermaplaning: $100
B12 Shot: $50
Skin Analysis: $50
Total cost: $350
You then call this offer the “Forever Young Injection Package”
The perceived value will be $350 or above.
If you price your offer at $97, it will be very desirable and may even go viral like one of our client’s ads below:
Expand to see viral ad example
Avoid Selling Ingredients At All Costs!
You do NOT sell Botox. You do NOT sell Sciton BBL or Hydrafacial or [insert any treatment you offer].
You sell unique solutions to your clients’ problems that cannot be found elsewhere.
When people have a problem and they perceive YOU as the only one who can solve it, they will pay.
A Note On “Groupon-Style” Offers & Low Quality Leads
90% of clinics we work with resist running low-cost offers like the viral $97 Botox ad above.
This is because they:
- Don’t want to attract price shoppers.
- Don’t want to be perceived as a “bargain clinic.”
If these are your thoughts as well, please consider the following:
Expand to see why low-cost offers work best
- People who have money still like a good deal. Many people are rich because they are frugal.
- Groupon offers tend to be heavy discounts on individual treatments. We don’t recommend this strategy as it further commoditizes your services. That’s why we “bake a cake” by combining different treatments together. We then discount the entire package and give it a unique name. This is how we make offers attractive without damaging your price integrity or reputation.
- Many people try to “weed out” price offers by instead offering 5-10% discounts on expensive $1000+ treatments. Since this isn’t an attractive offer, you will end up spending 5-10X more on META ads to bring in the same number of people. Money you thought you were saving by avoiding discounts instead gets spent on expensive, low-performing ads.
- A certain % of price shoppers is inevitable when you run META ads, no matter what offer you run. The correct strategy is “cast a wide net” with super attractive, low-cost offers. You then “weed people out” with our AI Oracle followup system and by collecting a credit card deposit to secure the appointment.
- Some price-shoppers will still slip though and book an appointment. Simply use these appointments as opportunities to improve your sales process. It’s hard to build a bullet-proof sales process if you don’t have any hard-to-sell leads to practice on.
Med Spa Offer Ladder
The Med Spa Offer Ladder shows you how to present the right offers/packages at the right time.
Below is an explanation of each type of offer:
1. Low-Ticket Offers
Low-ticket offers are priced between $50-$150. They are used to bring in new clients from META Ads.
You should think of low-ticket offers as a way of getting paid to have a sales conversation with someone.
You need to consult with new patients in order to find out what they actually need and sell it to them.
The problem is, consults are perceived to be boring and scary. This why advertising a consultation alone doesn’t work. Even if it’s free.
The solution is to advertise an introductory package that includes a treatment and consultation.
This way:
- You can charge up-front because treatments have high value.
- People will be excited to show up since there’s a treatment involved.
- You can still consult with patient to find out what they need and sell it to them.
Dating Example
When you first meet someone, you don’t ask them to marry you. You ask them on a low-commitment outing such as coffee or the park.
It’s the same with your treatments. This is why you shouldn’t expect much success trying to bring in strangers with expensive treatments.
This is why we deploy Low-Ticket offers to attract new patients
2. Mid-Ticket Offers
Mid-Ticket Offers are easy-to-sell programs designed to create initial results and make you money.
They are priced between $150-$1000 and usually sold during a consultation.
They are also used in Booster Shot SMS campaigns to stimulate appointments from you patient database.
3. High-Ticket Offers
The purpose of High-Ticket Offers is to enrol patients in a complete treatment programs so they can get the best results while making you the most money.
They are priced $1000+ and best sold during a consultation.
You may also display these offers in-clinic to increase their visibility and stimulate conversation.
4. Membership Offers
Membership offers are used to enroll clients in monthly membership programs so they can continue to get better results over time.
Membership offers be presented at any time in the client journey. However, we do not recommend using membership offers as a way to attract new clients into your clinic.
Just like the dating example, clients would rather first experience the clinic before committing to a multi-month long membership.
Non-Offer Ladder Offers
In addition to the 4 main offers in the Offer Ladder, there are other offers we use to encourage a number of actions:
- Google Review Offer: Free B12 shot for writing a review
- Referral Generation Offer: $100 treatment credit when you refer a friend
- Event Promotion Offer: $50 treatment credit + raffle entry when you show up to an event
- Gift Card Offer: Free $100 gift card for every $300 in gift cards purchased. Free $300 value laser treatment when you purchase $600 in gift cards.
In our Help Center, we have detailed instructions on how to deploy each of these offers.
New Client Offers That DON’T Work
Over the last 6 years we have tested just about every offer structure for Med Spas. We know what works and what doesn’t.
NOTE: Some of these offers can work when presenting to existing clients. We still recommend you follow our offer guidelines when creating offers to send to your client base.
The following offers don’t work well to bring in new clients:
BOGO Offers
Leave to the grocery stores. BOGO offers train your clients to think of your services as commodities.
They don’t work to bring in new clients because they suggest clients will have to visit your clinic more than once.
New clients don’t want to commit to two visits. They don’t even know if they will like your clinic.
This is why you should only ask new clients to visit you once.
% OFF Services Offers
Again, leave it to the grocery stores. Offering % OFF discounts positions your services as commodities that can be discounted.
You should only offer discounts on bundles of treatments, not the treatments themselves.
Flyer-Type Offers
These are offers where you post specials on a bunch of treatments hoping someone will by. The shotgun approach.
Again, leave it to the grocery stores!
Flyer-type offers confuse clients while reinforcing your services as commodities. Avoid.
Best & Worst Treatments To Attract New Clients
Based on our extensive testing, we have a very good idea of what treatments are the best “entry point” to your clinic.
Best To Promote
Botox: Well-known treatment that is a great entry point into aesthetics/injectables. Highly commoditized but this can be minimized through correct offer structure.
Laser Facials: Quick, no-pain, no-downtime, no-consumable treatment that makes a terrific intro service.
IPL: Similar to laser facials. Well-known and great entry point
RF Skin Tightening: No consumables and no-downtime. Great for combining with other treatments.
Semaglutide: Effective treatment that is in high demand. Getting commoditized but can be minimized through correct offer structure.
Challenging To Promote
Tattoo Removal: Niche service that isn’t a good universal entry point.
Laser Hair Removal: Highly commoditized treatment subject to extreme low prices.
IV Therapy: Non-aesthetic service that is best used as an add-on or bonus.
PRP: Associated with needles, blood, and pain. High consumables. Best sold in-clinic.
Cool Sculpting: Brand-recognition helps with promotion but also highly competitive and expensive.
Worst To Promote
Body Contouring: Competitive market and client results hinge on too many variables.
Sexual Health: Niche services that are best introduced in-clinic.
Acne Treatments: Niche service. Not a universal entry point.
Microneedling: Associated with needles, blood, and pain. Commoditized treatment with high consumables.
Chemical Peels: Associated with peeling and downtime. Not a good entry point.