I've always been
more interested
in the “why.”
Why does one brand appear more trustworthy than the other? Why will customers follow a business for months before booking? How could 2 medspas have the same products, same services, yet one appears to be more appealing?
Those types of questions were the reason I went into marketing, and those are still my favorite types of questions till this day. The Mon Memos is where I can explore these questions through the lens of the aesthetics industry.
Here, we look at the overall strategy that determines how a customer finds a business, builds a relationship with them, makes a decision about their purchase, and if their experience was worthy enough for them to come back. My areas of interest include digital marketing, branding, content creation, and how all three contribute to a customer's experience.
“How did they hear about us?”
My first job was at a medspa, at the front desk, as a receptionist. I wasn't hired to do marketing, but every time a new patient walked through the door, my boss asked the staff the same question: how did they hear about us? At the time I didn't think much of it. Now I think it might be the most important question in the building.
So I started paying attention. What had they read before they called? Which post had they seen? What made them trust us enough to book, and what made the ones who didn't book go quiet? Somewhere in there, a receptionist's job turned into a fascination with why people choose the way they do.
Six years later, I'm still in the industry. I moved from the front desk to medical assistant, and I still work inside a medspa today. That matters to me. A lot of marketing advice for this space is written by people who have never watched a patient hesitate at the front desk, or handed them the aftercare sheet, or seen how one well-timed follow-up text changes whether they come back. I have, from both sides of the counter. It's why I write about this the way I do.
The Mon Memos is the notebook I wish someone had handed me on that first day.
The marketing behind the “Book Now” button is as important as the button itself. The button is the last action. The real marketing happened long before anyone clicked it.
From “What Happens Before Book Now?”
About
Mon
Monica Contador, better known as Mon, has been a marketing professional for 6 years. She has always had an interest in how digital strategy, branding, content, and consumer behavior intersect. Her work experience in service-based industries like healthcare, aesthetics, etc., have led her to focus specifically on the ways in which customers find businesses, establish confidence in their choices, and ultimately choose one over another.
Mon has a special interest in thinking about how each interaction contributes to a larger customer experience rather than looking at marketing as a series of individual interactions. Through The Mon Memos, she shares these thoughts and turns her ideas on marketing concepts into practical application based on real word examples, observations, and recommendations that can be used by business owners and marketers.
Marketing is more interesting when you look past the outcome
The Mon Memos aren't intended to be another source of advice for business owners to simply post more, spend more money, or get caught up in every new trend. These memos are a source that's meant to help you explore why certain communications resonate with your target audience, why some brands earn trust faster than others, and how minor marketing decisions can contribute to the overall experience of your customers. Although results may be what we typically report and measure, I believe it's the thought process and strategy behind the results that are much more interesting.