Salon Marketing: Copywriting

This is the third article in a five-part series that details exactly what you need to market your salon and make it a success. The 40/40/20 rule of direct marketing states that 40 percent of your success is based on the quality of your mailing list, another 40 percent is contingent on the perceived value of your offer, and the remaining 20 percent is everything else. But if you can't properly articulate your offer or speak to your customers, they might not even understand what makes you so special. This is why harnessing the power of copywriting is so important to your salon marketing success.

Four steps for writing winning salon copy

Craft a powerful headline - Your headline is the introduction to your marketing piece. It tells your clients whether it's worth reading on, which is why it's so important to craft a powerful headline that gets attention, elicits curiosity and motivates response. Headlines play on emotions and solve problems or address your audience's desires or fears. When possible, include your offer in your headline, since your offer is integral to the success of any direct-marketing piece.

Highlight your benefits - Many amateur writers list features but forget to include benefits in their marketing copy. Make sure you list both, because it is the benefits of your salon that will motivate your members. Features are facts about your salon; benefits are how those facts will make life better or otherwise help your clientele. If your salon is staffed by world-class hairstylists (feature), then you can say that your clients will look world class when they leave (benefit).

Develop an incredible offer - Free haircuts, tanning sessions, manicures; discount services and contests; and other offers such as these can bring customers in droves, both regulars and new clients.

Motivate with a call to action - A call to action tells your clients exactly what they need to do next to take you up on your offer. Be very specific and provide several ways to respond (call a phone number, visit a website, visit your salon, etc.).

Example salon postcard copy:

BeSexy Salon is where a hairstyle is not just a hairstyle - it's a work of art that defines who you are as much as the clothes you wear and the things you say. It is a part of you, a direct link to your personality. We know. Our clients include Hollywood actresses, models and you. Call 555-555-5555 today to schedule an appointment and you'll receive 50% off the regular price of any service. BeSexy Salon Our work. Your image.