Men are more sensitive and receptive to spa services (and even pampering) than they may appear—or want to appear. They make up over 30% of spa-goers, so there is terrific growth potential, and that growth can be easier to achieve than it seems. The name of the game is the name itself, what you choose to call a treatment or service and how you describe, or “frame,” it.
Using this technique, you can dramatically expand the “man’s” side of your menu simply by rewording names and descriptions of treatments geared for women using more man-friendly terms. (We’ve even had men tell us that they feel left out when they can choose only a hot stone or sports massage, while women are offered long lists of enticing treatments!)
Here’s how to begin making your spa menu manlier.
Deflower (your language)
As an example, we have reframed the following treatment so it will appeal to men.
Relax in our beautiful garden room while your head, neck, and shoulders are gently massaged, your scalp is tenderly stimulated with fingertips, and a warm pack is applied to your hair. While the pack works its wonders, you’re encased in warm, subtle fragrances and lulled by soft breezes.
Revitalizing Scalp Treatment
While the brain is not a muscle, the overtaxed nerves and muscles that surround it are a key to releasing persistent stress and strain. Using a warm pack, the scalp is given a revitalizing treatment that also stimulates the hair follicles, promoting healthy growth. The secluded surroundings enhance the experience of a complete and renewing massage.
In short, steer clear of language that has a softening, flowery feel. Use words/phrases like: de-stress, revitalize, deep tissue, muscle work, tension-relieving, unwinding, renewing, releasing. Using this technique, you can offer the same treatment to customers who might not feel comfortable booking it.
In the next issue we’ll discuss the dilemma many men experience when asked, “Would you like a man or a woman therapist?” We’ll also offer more tips on how you can increase the number of male clients in your spa without expanding your marketing budget.