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This Form Sells Without Saying a Word
How to Turn "Basic Info" into Booking Gold
Ava Prescott
October 28, 2025
In partnership with
Welcome to another issue of the Glowelle Spark — your go-to newsletter for smart, sustainable spa growth.
Each edition is crafted to share practical, proven strategies that elevate client loyalty, boost revenue, and create a more elegant & profitable business behind the scenes
✨ In Today’s Issue…
We dive into how a simple form can reveal your client’s real beauty goals—and how to use that intel to upgrade their experience (without sounding like a used car salesperson).
Smarter Marketing Starts Here
Most marketers waste money on channels that don’t actually drive results. The secret? Incrementality.
Our free ebook, Unlocking Incrementality: A Guide for Marketing Success, shows you how to measure what really moves the needle—so you can stop guessing and start scaling.
Inside, you’ll discover:
The difference between attribution and true incrementality
Proven testing methods to measure real impact
How to double down on the channels that actually work
Case studies from top brands already seeing outsized ROI
Don’t just run campaigns. Run campaigns that count.
Have you watched the 3-part video series Luxury Spa Growth yet?
Learn how top spas are turning one-time visits into lifetime VIPs by clicking here! 💌
They Say, “I Just Want a Facial.”
But what they mean is...
✨ “I want to feel radiant again.”
✨ “I haven’t looked in the mirror and loved what I saw in months.”
✨ “I’m tired of pretending I feel confident when I don’t.”
Most clients won’t say that out loud.
But you can uncover it.
And it starts before they even lie down on the table.
🧖♀️ The Spa Owner Who Didn’t Know She Was a Mind Reader
There’s a story of a boutique spa owner in Napa. Let's call her Giselle.
Giselle ran a tight ship: organic oils, soft jazz, sparkling water with edible flowers. You know the type.
But her rebook rate? Meh.
Her retail sales? Crickets.
Then she changed one thing.
Her client intake form.
Instead of just asking:
What brings you in today?
Any allergies or skin concerns?
She added questions like:
“If you could wave a magic wand, how would your skin look and feel?”
“What’s your dream self-care ritual?”
“What would make today feel luxurious?”
Suddenly, her staff wasn’t just reading skin types—they were reading souls.
They started recommending bespoke facials, luxe add-ons, even customized take-home products...
And clients said YES.
Not because they were “sold to.”
But because they were seen.
🛠️ How to Build a Client Whisperer Form (That Also Boosts Sales)
This isn’t about a clipboard with checkboxes.
It’s a conversation starter dressed in elegance. Here’s the 5-step glow-up process:
✨ 1. Ask Desire-Driven Questions
Get into their why. Think transformation, not transaction.
Instead of:
What’s your skin type?
Try:
“What’s the one thing you’d love to change about your skin right now?”
Instead of:
Any products you're using?
Try:
“What’s one product you’ve bought that you wanted to love... but didn’t?”
✨ 2. Give It a Luxury Feel
Use upscale language—but keep it simple and inviting.
Think:
“Tell us about your ideal self-care moment.”
“What’s one area you’d like to give extra love to today?”
Use soft, welcoming fonts and printed forms on luxe paper, or go digital with elegant, branded iPad experiences. Bonus points for spa scent cues while they fill it out. 💅
✨ 3. Train Your Team to Read Between the Lines
What someone writes as:
"Looking tired lately."
Might actually mean:
"I feel invisible."
Teach staff to see what isn’t said.
That’s where the magic lives. ✨
✨ 4. Build in Gentle Upsells
Your intake form should open the door to recommend:
Add-ons: “Brighten Up” eye treatment, anyone?
Retail: “You mentioned dull skin—we have a serum that’s changed the game for clients like you.”
Memberships: “Because you’re focused on long-term glow, you might love our Radiance Club.”
The key? Tie it to their stated desire, not your service menu.
✨ 5. Follow Up Like a VIP Lounge Host
When someone tells you their skin goal is “glowier confidence,”
Send a follow-up email saying:
“We loved helping you get closer to your glow goals. Here's what we recommend next…”
Boom.
You’re not selling.
You’re serving their dream.
💡 The Glowelle Lesson
Every intake form is a window.
Not just into a client’s skincare... but into their secret longings, quiet frustrations, and what they really want to feel like when they walk out of your spa.
Used well, intake forms don’t just fill out charts.
They fill up calendars, boost loyalty, and create wow moments clients talk about over brunch.
NEED HELP RIGHT NOW?
Here are three actionable steps you can take today to boost your profitability and maximize the potential of your existing customer base.
Order The Growth Accelerator Kit:
It's the science of transforming a first-time visitors into lifetime VIPs who book regularly, spend more, and refer others to your spa without being asked.
➡️ It's a proven system that works specifically for premium spas, even if you've tried "everything" before.
Keep Glowing
✨The Spark Crew