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The Journal
Thousands of real appointments, missed calls and win-back campaigns, written up for owners rather than for search engines.
We went through 1,759 appointments to find out when a client stops being a regular. There is a point past which almost nobody comes back on their own — and it arrives earlier than most owners think.
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17 pieces
Cadence is set by how often your clients come back, not by how much the list will tolerate. Here is the return curve, and the sending schedule that falls out of it.
7 minA gift card is cash in December and unpaid work in February. Three terms, set before you sell any, decide what that costs.
7 minConsent is a record with a date on it, not something the front desk remembers agreeing. Here is what to ask, where to ask it, and what to keep.
7 minBoth get described as no-show insurance. They act on different people, at different moments, and only one of them costs you bookings at the point of sale.
7 minDecember's diary is mostly built out of people who are already in your book. What the sixty-day return pattern implies about pre-booking, and why both of the usual December scrambles arrive too late to help.
7 minOne salon's Instagram inbox, just under four months of it. The volume settles an argument. The reply rate settles nothing, and it is worth knowing why.
6 minOne win-back campaign did nearly all the work. The honest reading of the other twenty-one is the more useful one.
7 minWhat comes across in an export, what never does, and the order of operations that stops an awkward fortnight becoming a lost year.
7 minThe busiest hour on a salon phone is the hour nobody can pick it up. Here is the shape of a week, from real call logs.
6 minFifteen strategies, ranked by what they actually return for the hours they take.
12 minWhat owners say they were actually trying to escape, and what they moved to.
9 minIncluding the ones that beat us on price, and the questions to ask before you switch.
15 minWhat Fresha, Square and others take on the way through, and how to work it out for your own book.
10 minThe arithmetic nobody does until they do it once, and what actually moves the number.
14 minWhere the callers go instead, and why almost none of them try you twice.
7 minWording you can put on your booking page today, plus how to enforce it without losing people.
TemplateWhat it handles well, what it still hands to a person, and why that line matters.
10 minWhen we find something worth knowing in the data, we write it up and send it. No drip sequence, no product announcements.
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