Salon marketing campaigns are a fantastic way to reconnect with lost clients, gain new clients, or entice regular clients to spend more. However, if your marketing campaign messages lack emotive and captivating “power words”, they may fail to grab anyone’s attention.
Not sure what power words are? In this article, you will learn the psychological reasons why some words, often referred to as “power words” in the marketing world, elicit an emotional response.
Word choice is an important consideration whether you are conducting your salon marketing campaigns via email, SMS, social media or on your website. Writing an enticing and persuasive title that enchants clients and encourages action ensures the success of your campaigns.
Salon Marketing – Why Power Words Are Useful.
In today’s overly saturated digital world, it’s not only a small feat to get your campaign noticed, but then you have to keep the attention of your reader long enough to get your point across. So how do you cut through the noise and engage with your audience? How do you get clients to book a new service or purchase a new product?
The answer…with words! But not just any old words. You need “Power Words”. You may not have realised this, but every purchase and decision you make is rooted in emotion.
Think about it; emotions push us towards action. These emotions that affect or drive our spending may be positive, like love (buying something to make someone else happy) or joy (treating yourself to a well-earned purchase). A great example of this is the loreal campaign slogan, “because you’re worth it”
On the other hand, negative emotions like fear are powerful motivators as well.
Fearful emotions may manifest as driving us to purchase something due to insecurity in how we look. Wanting that new look or following trends are also driven by a fear of not fitting in with our peers.
Here is an example of fear-based marketing used by Protein World – Are you beach body ready? That phrase is enough to set off fear in any woman and certainly got my attention.
So, now you can see how choosing more powerful and emotive words for your salon marketing campaigns may be the answer to convert more leads and increase revenue.
Salon Marketing Power Words.
Choosing words to arouse different emotions depends on your objective. You know (or should know), your target audience and what they desire.
Do you want to make better connections with clients? Is bringing in more clients your objective? Are you targeting higher-end clients, who want exclusivity?
The following section will give you an idea of some Power words to use for different demographics and goals.
Marketing Power Words to Encourage Urgency.
Encouraging urgency works on the emotion of fear, and fear can be a powerful motivator to take action. Why? Because people fear missing out on a great deal (FOMO).
They fear paying more for something they can get cheaper. Plus, setting a time limit on your marketing campaign encourages clients to act faster than they usually would to secure the deal.
An example of urgency marketing.
Urgency Power words:
- For a limited time only
- Deals for a fresh new look!
- Book now!
- Sale ends Sunday
- Last chance!
- Don’t miss out!
- Temporary offer
- Last-minute deal
- 24-hour flash deal
- Act now!
- Time is running out!
Marketing Power Words That Imply Scarcity.
Scarcity is a marketer’s dream. Similar to urgency, scarcity is a powerful trigger that compels clients to act quickly.
Psychologically, we automatically place a higher value on products or services that are rare or scarce. This type of marketing elicits a sense of fear that if we don’t act now, we will miss out altogether (FOMO again).
Kylie Jenner has exploited the use of urgency by creating limited-edition lip kits that whipped every young girl into a buying frenzy.
Below is an example of scarcity marketing.
Urgency Power Words to use:
- Only while stocks last!
- Book now. Spots are filling fast
- One-time offer!
- Limited bookings available
- Almost out of stock!
- Last chance today!
- book today to secure your booking
- Last opportunity to book
You may also like to consider using a countdown timer on your social media page or website to encourage impulse buying or bookings.
Marketing Power Words to Promote Exclusivity.
Exclusivity elicits psychological rewards, such as a strong sense of belonging and importance. Being part of an elite group can provide a boost of confidence and a feeling of status over one’s peers.
Both are strong emotions that salon marketing campaigns can use to encourage VIP clients to spend more while also cementing loyalty.
A great example of exclusivity marketing is used by Sephora, “beauty pass members enjoy more”
Exclusivity Power Words to use:
- VIP members only
- Exclusive offer
- Exclusive access
- Members only
- By invitation only
- Be the first to hear about our exclusive offer
- Only available to existing clients
- Limited Edition
- Limited to VIP clients only
- Premium services
- Login required to access special offers
- Sneak peek for members only
- You’re invited! 20% for select clients only.
- Enjoy special offers when you sign up to our newsletter
Marketing Power Words to Promote Value for Money.
Money has an emotional pull on all of us. Because most of us work hard for our money, parting with it can cause some anxiety. However, people will part with money more willingly when a product or service solves a problem or saves time.
Creating and showing value with package deals and upfront payments can stimulate the desire to save money. The feeling of making a smart financial decision provides a strong incentive to book or buy in bulk. Furthermore, people can justify their purchases by how much money they have saved.
Value Power Words to use:
- Why pay more?
- Save now
- Special offer
- Receive a bonus gift with every service
- Sale prices
- Affordable package deals
- Bonus offer
- Buy four and get one free
- Earn rewards
- Earn loyalty points
- Collect rewards
- Bundle and save
- Massive discounts
Learn more about how to implement a salon loyalty program here.
Marketing Power Words to Build Trust.
Do you want to foster trust and loyalty in your salon marketing campaigns? Once clients trust you, they are more likely to respond to marketing campaigns or purchase package deals. Sending out special offers to loyal clients can ensure your appointment books stay full.
Adding social proof to your marketing campaigns like testimonials are an easy way to add credibility to your brand.
Trust power words:
- Expert care
- In our safe hands
- Our highly trained staff
- Proven results
- Get the results you want
- 5-star reviews
- Safe and effective treatment
- You’ll see real results
- Obligation-free consultation
Marketing Power Words to Create Curiosity.
Humans are curiosity-driven beings. Adding a little mystery to your titles are sure to get more attention.
Everyone wants to seek out new things, the latest trends or something different.
Curiosity Power Words:
- Discover the new…
- Unlock special rewards
- What if…?
- Check out the latest new treatments
- New and improved
- Check out our new range
- Meet our new staff member
- New products now available
- New package deals on offer
- See our latest offers
- Just landing in the salon
- Cutting edge technology you need to know about
Salon Marketing Slogans That Use Desire.
Salon marketing campaigns should aim to satisfy a client’s wants or desires. Most salon clients come to you because they desire to look better…right? By definition, desire is a strong feeling of wanting to have something or wishing for something to happen. So tapping into that desire with marketing will benefit the success of your campaigns.
Here are some salon marketing slogan examples:
- Enhance what makes you, you – Laser Clinics Australia.
- Do you want to glow every day?
- Be the best version of you
- Why hide your beauty when you can enhance it?
- Turn heads with the new you!
- Expose your inner beauty
- Beauty that doesn’t break the bank
- Makeup with love, not animals
- Love yourself more
- Look good, feel good
- Hide everything except your beauty
- Look effortlessly divine
- Do the day with great hair
- Great hair, great day
- When you look good you feel good
- Look and feel your best
- Wear confidence – Estates lauder
The Most Powerful Word of all – FREE!
Free may be one of the most powerful trigger words to use in salon marketing campaigns. Everyone loves free stuff. So including something for free (even if the client has to work a little for it) can grab attention and boost the effectiveness of your campaigns.
Using expressive power words in your salon marketing campaigns can mean the difference between a mediocre result and a successful result.
Triggering specific emotions in your target audience will motivate them to take action quickly.
So start today by consciously using power words in your salon marketing campaigns, and get the most bang for your marketing buck.
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