The first free facial lets someone say, “That was wonderful.”
The second one lets them say, “I could get used to this.”
That’s a bigger shift than it might seem.
Years ago, we worked with aesthetic spas that offered a free facial to introduce people to the business. They already had the chairs, the equipment, and the staff. When there was room in the schedule, the cost of letting someone experience a facial was surprisingly low.
And it worked. People came in, enjoyed the treatment, met the staff, and saw what the spa was like.
Then we tried offering two free facials.
At the end of the first visit, they booked the second. Now they had a reason to come back. On that second visit, they already knew where to park, who they’d see, and how they’d feel afterward.
A facial had started to become something they did.
With many products and services, the first experience answers, “Does this work?” The next one answers, “Do I want this in my life?”
That’s the part I find interesting. With many products and services, the first experience answers, “Does this work?” The next one answers, “Do I want this in my life?”
Think about a restaurant. One great meal gets someone talking. Coming back and having another great meal makes it one of their places.
Or mosquito control. The first treatment shows you what an evening without mosquitoes feels like. A few weeks later, you don’t want to go back to swatting them away in your own yard.
If you’ve got a product people love and use repeatedly, maybe your job isn’t finished when they try it once.
What would it take to help them experience it a second time?