How To Write Great Headlines, Content, and a Call To Action
Thought Process: “Marketing is a Conversation”
If you’ve been following these secrets to salon business success, you have what you need to create powerful messages. You know what makes you unique, and understand the challenges, fears, hope and dreams of the people you can best serve.
Whether you have a multi-chair or a one-chair salon, you must become REALLY GOOD at communicating the right message to the right people. Having a clear message written specifically for your market is the basis of creating marketing that works.
Now let’s produce your marketing materials - fliers, postcards, or online... anywhere you choose to market yourself. That takes a little writing. Does that sound hard? Does it make your eyes roll and cross?
Marketing is a conversation. Here’s a secret about how to write persuasively when you never thought you could. Think of a client who is “ideal” – the kind you’d like to get more of, just like him or her. You can even call up that person and ask them to help you with a little marketing project. Record your conversation, if you have an easy way to do that.
Now just begin talking with them - for real, or in your imagination. Record or write as if you were having a one-to-one conversation with that person. Just like you do when he or she is in your chair. One-to-one. Think about it.
These secrets are being read by many, right at this moment. But you are reading it as if it’s just you and me. Being aware of that fact will make any marketing you do so much more effective. Write for your ideal client as if you were having a conversation with that person. Put in your marketing materials what you would say to explain how you could serve them best.
Remember, a general message to everyone attracts no one. Your marketing message must describe the problems you solve and the solutions you provide. Review your notes from the previous KEYS - I've walked you through the process to discover your strengths and what motivates your potential clients to take action.
Every marketing message has these 4 parts:
2. Pain / Benefit Description
3. Call To Action
4. Contact Info
To write a compelling headline, copy the wording of other proven successful headlines. Change a word or two to make it fit your clients and your services. Write several, even 50, to get the hang of it. Pick out the best 5 and show them to your clients. Ask which they like best... and why! By going through this process, you'll learn a lot about how to write compelling headlines for your audience.
Follow this link to the 100 best headlines ever written.
For example, #9. WHO ELSE WANTS A SCREEN STAR FIGURE? Becomes, WHO ELSE WANTS A SCREEN STAR HAIR STYLE?
Or #17: FIVE FAMILIAR SKIN TROUBLES - WHICH DO YOU WANT TO OVERCOME? Becomes, FIVE FAMILIAR HAIR TROUBLES - WHICH DO YOU WANT TO OVERCOME?
Your pain / benefit description focuses on the end result of what your future clients want, not a laundry list of what you can provide. Talk about the pain or benefit mentioned in the headline. Add testimonials of your clients. Tell their problem and the solution you provided. After you became their stylist, what changed for them? Add before and after photos, or a photo of a finished look, even if it's in black and white.
For the first headline above, you might talk about the latest styles of celebrities your target market can relate with. Or you could say the best look for them depends on their facial features and lifestyle - which you are an expert at determining...! Focus on your real talents.
The second headline lends itself to defining 5 hair troubles with which your target market frequently struggles. Refer back to your notes from previous Secrets - what are your strongest beauty and personal skills?
Your Call-to-Action is essential - and often overlooked. Tell them what you want them to do, such as call for an appointment. Don't leave the "command" out, even if it's obvious to you. There's a lot of psychology in marketing.
It's best to give them some kind of special offer or reason to call. This does not necessarily mean a price discount. It could be an additional service that costs you little and is valued. One successful MY SALON Suite member would say, "Keep my number. Just in case your regular stylist is out of town or can't fit you in when you need her or him most, call me!"
Your Contact Information should be current and correct. If you have a preferred way to be reached, give that. However, it's best to have several ways to get in touch, such as online, two phone numbers... Make it easy for them and your marketing materials will work better.
THE RIGHT MESSAGE TO THE RIGHT PEOPLE
Now you have what you need to create your "Attraction Magnet" - your marketing materials such as fliers, postcards, website content, Facebook Page and anything else you want to use your message to bring in new business.
Have a Suite Day!