Effectively writing the best text for advertising beauty salons is a direct flight to high profits. The demand in the beauty industry is huge, the target audience is half the population.
And at the same time, this is the most popular business; in every district of even a small city you can find many private masters at home and beauty salons with a different range of cosmetology services. A low entry barrier and sincere interest in work create high competition, and you need to stand out among the crowds of competitors.
Creative advertising for beauty salons
Even if “everything is like everyone else,” you still need to differentiate yourself from your competitors. Increase the loyalty of your target audience and your revenue. We also need established channels for further work with clients. The selling text for advertising a beauty salon has only one criterion - efficiency, not literary epistolary.
The visitor does not need a effusive ode to his beloved self. The text of the invitation to the beauty salon should conduct a dialogue with the buyer - excite, convince, ask and answer, like a virtual consultant. Beautiful, clear, emotional and structured - the success of the first impression of the ad. The right words of persuasion at the right time and in the right place can rule the world!
If you don’t know where to start writing the text for advertising beauty salon services, start with the essence, and then add information.
Channels for attracting clients to a beauty salon: where to place the text?
- Social network . Instagram, VK, Facebook, Odnoklassniki. It is necessary not only to create a page with a bright selling post in the header, but also to agree on the publication of selling advertisements in thematic groups that have the desired audience. For example, advertising text for hairstyles, haircuts or makeup will look harmonious in a wedding group. In communities dedicated to skin care, it is appropriate to publish text advertising the services of a cosmetologist.
- Personal site . Often, both beauty salons and home craftsmen do not want to spend time creating a website and filling it with texts. This is what the majority think, and if you spend a couple of days creating a personal page on the Internet, at least 2/3 of your competitors will be left far behind. But to create a website, you just need to register for hosting, create a website in a couple of clicks on Wodpress, download a free theme and fill it with texts of beauty salon services and photos. A website is a place where a client can get acquainted with prices for services, descriptions of services, promotions, etc. The presence of an official website always adds credibility to the salon in the eyes of potential clients.
- Maintaining a personal blog . Addition to the previous version. Writing blog articles is about attracting free traffic and increasing your expertise in the eyes of potential clients. Find time to blog, believe me, the effort will not be in vain!
- Notice boards and aggregators . Each country has its own. The difference from previous options is that you are more dependent on the whims of the moderators of these resources. On the other hand, this disadvantage is more than compensated for by the fact that there are more potential clients there. And the more useful information readers find in the text about the beauty salon, the more calls there will be.
- Printable advertisement . This includes posting advertisements and distributing leaflets with the text of the opening of a beauty salon. Not the same as before, but it still works.
- Outdoor advertising . The bare minimum for a salon: a pillar, a sign and a bright sign.
- Contextual advertising . A very fast channel for attracting traffic.
- Newsletter . If the mountain does not come to Mohammed, Mohammed goes to the mountain.
The most important thing is not to focus on just one way of advertising a beauty salon or cosmetologist.
Point design
Facade
The design of the facade is of enormous importance for a nail salon. Your premises should be as visible as possible; moreover, every passerby should unmistakably identify it as a cosmetic studio, even after taking a quick glance at the premises. In general, you can use any colors, but remember, decorative elements, signage, window display - all this should signal the profile of your salon. Make sure that the facade is not covered by trees or any structures and remember - the more visible it is, the better for business.
Signboard
Regardless of whether your salon is located in a shopping center or on the street, the sign should be large and visible. Moreover, it must contain the inscription “manicure studio” or “nail salon” - only its presence allows you to accurately identify your profile. As a rule, the owners of such studios prefer to order luminous signs, because they are clearly visible in the dark. If you rent premises in a shopping center, an LED sign is required, because otherwise you simply won’t be noticed against the backdrop of brightly glowing and sometimes flashy signs of shops, cafes, etc. Read more in the article about types of signs, materials and production costs.
Showcase
You can use one of several window display design options. So, they can be covered with adhesive posters with thematic photos of models, nails, images of varnishes, etc., or the display cases can be left open so that every passerby can appreciate the interior and internal structure of the salon and watch the masters at work. However, even in the latter case, it is better not to leave the display windows completely “naked” - they can be decorated with beautiful light patterns, place several small advertising images and/or inscriptions.
Necessary components of a sales text for a beauty salon, which many people forget about
Captain Obvious reminds me.
- Detailed price . Many beauty salon clients are simply interested in price. Dot.
- Before and after . If you have “before” and “after” photos, be sure to post them. The client needs to know what he is paying for.
- Call to action . An obvious thing that many people forget. They write the brightest text about lip augmentation, but simply forget to put contact information at the end of the advertising message. The client needs to figure out for himself that he needs to get in touch and order a beauty service.
Let's consider the universal ad structure for a beauty salon for all occasions
Well-known truths will be listed here, but you shouldn’t forget about them.
Heading . A “decapitated” advertisement for a cosmetologist’s services looks completely unattractive. The title should not be too long. This is an important business tool. He must have hooks on which clients peck like fish. Without a good headline, the likelihood of a catch catastrophically approaches zero. The client should notice it with one half-closed eye. The main task of the headline is to read the first sentence of the text.
For example, how to title the text of an advertisement for a makeup artist’s services.
Bad example : “I provide high-quality professional services for creating beautiful and unusual makeup in the Frunzensky district of St. Petersburg,” the title should not be cumbersome
A good example for a makeup artist : “For beauty, come to our salon: creative makeup two steps from your home!”
Bad example : Skin care treatments based on skin type.
A good example for a cosmetologist : Facial peeling - tighten the oval and rejuvenate the skin.
Introduction . The introduction should not be overly lengthy. The text itself of an advertisement for a hairdresser, beauty salon or home specialist should not be too long, so in the introduction the main thing is not to add unnecessary information. Information about the “professionalism”, “quality”, “low prices” of a cosmetologist should be omitted, since, firstly, “professionalism” and “quality” should be implied by themselves, and secondly, such phrases sound like tired clichés. People need specifics about what their benefits are, what they will get, and not some trivial and long phrase. Information about discounts is intriguing and attracts attention, but “low prices” is too vague a concept.
Bad example : “A new beauty salon “Izyuminka” has recently opened, in this regard, we will be glad to see you among our clients, we provide numerous cosmetology services by experienced and professional masters at relatively low prices and favorable price offers for the first 20 visitors.” . [This introduction is too “overloaded.”]
A good example : “In honor of the opening, the beauty salon “Izyuminka” is giving discounts to the first 20 clients!”
Offer . The offer is the core of the advertising text, what should attract customers. The offer usually contains the most profitable and catchy offer, the very essence. For example, in the introduction we said that the salon was holding a certain promotion and discounts were being provided in honor of the opening. In this way, we have intrigued the potential client, she will want to look further at the advertisement about breast mammoplasty. That is why it is important to write a competent sentence for the offer, so that his attention does not switch to something else, but is entirely focused on the text of the advertisement.
How we understood female nature and set up advertising for a nail salon
Hello colleagues! I think this case will be of interest to business owners in the beauty niche.
A new St. Petersburg manicure studio approached us, operating at a loss with revenue of 45 thousand rubles per month. Masters left due to lack of appointments, clients came, saw an empty salon and did not return. Within a month, we raised revenue to 278 thousand rubles through reflection on female psychology and targeted advertising on Instagram.
Why do girls need manicures?
We had almost no experience in the beauty industry and in the field of manicure, in particular, so we began to study the niche. First, we found out what a manicure is, why girls do it, and what the price segments are.
When we had a full understanding of our client’s price segment, we developed a special offer for the first visit: 840 rubles. for a coated manicure on your first visit. According to the usual price list, the price was 1200 rubles, the average for the city.
We designed an Instagram header with information about the promotion and launched targeted advertising. To do this, we have prepared many advertising layouts with completely different designs and interests. We launched traffic, understood which creatives worked best and disabled the unsuccessful ones.
Here are some mockups from the campaign.
Conclusion on the layouts: the first-person view worked best.
Then they increased the budget and hid in anticipation of requests and appointments for manicures. A day has passed. For some reason, the girls were in no hurry to flood them with direct messages.
OK. We thought that it was difficult for them to be the first to start a dialogue and launched advertising for lead generation. This improved our results.
Leads came in, but not at the price we wanted. We received five leads for 180 rubles per day. We made several more creatives based on those that received better results and received a higher CTR and a slightly lower cost per lead.
Weakness
But the problem was different.
One of the most important skills in targeted advertising is understanding what metrics to track to determine why a campaign is failing or succeeding. Facebook offers more than a hundred such metrics. We noticed that there were many visits to Instagram itself from an advertisement, but only 15% of them entered the lead form itself and of these 15% only 20% left their phone number.
This told us that people were not happy with something about the page itself, but since there are transitions, it means the offer is interesting to the audience. There may be several reasons for such a low conversion from visits to leads: inconvenient location of the salon or incorrect content. In our case, the location was definitely convenient, because we showed advertising to an audience that lives within a 7 km radius.
Our weak point was content.
Working with women's fears
The question arose of what content to load the page with. As a rule, in this we rely on the positioning of the company, but the manicure studio did not have any positioning.
Then we decided to position the client as an expert in this field and close new visitors to the page through social proof, showing them that there are a lot of clients in the studio - there is a lot of activity.
Who knows how to show the company's expertise?
We identify all the fears of the audience in the niche and close them. When it comes to manicure, girls are afraid of many things: that the master will cut them, the alignment of the nail plate will be bad, the procedure will take a lot of time, there will be a small palette of colors.
By adding complex nail designs, macro photography of manicures, and articles that address customer fears, we were able to significantly increase the conversion from clicks to leads. A lead began to cost 70-80 rubles. At this stage we thought that we had achieved a good result, but the customer was dissatisfied because the conversion of leads into entries was 25%, and attracting one client cost 300-350 rubles.
The cost of the promotion was added to the client’s cost and it turned out that the final cost of one client was 660 rubles.
“They don’t pick up the phone, they don’t answer messages”
After analyzing the comments on leads, we realized that they were not the most targeted: they often didn’t pick up the phone and didn’t respond to messages. In order to increase the intent of leads, we made it more difficult for them by forcing them to manually fill out a lead form. Previously, in the lead form, the phone number and name were entered automatically, and the girls only had to click on the “send” button. As a result, conversion increased by 15%. However, the number of leads has also decreased, so their price has increased.
The fact is that people are afraid to leave their phone number because of spam and unnecessary calls. But when the phone is automatically inserted into the form, leaving it is much easier psychologically. We decided not to give up this psychological effect: we left automatic filling for the phone number, and the lead had to enter the name himself.
And it worked. The conversion from leads to entries increased to 37%, but the cost per lead remained the same, 70-80 rubles. But such a conversion did not suit either us or the customer, and we wrote a special script for calling leads, leaving them no chance.
Who is this woman and why does she do this?
Then we encountered another problem. Of the leads that signed up, almost half did not reach the salon. Moreover, clients confirmed their appointment the day before, and when their time came, they simply did not pick up the phone and did not come.
We got together as a team and brainstormed on the topic: who is a woman and why does she do this.
Interesting thoughts were born that women themselves are very irresponsible natures. If the thought “A man said, a man did” is drilled into men’s heads from childhood, then they take a more responsible approach to what they say. We were faced with the task of making leads more responsible for their words.
We wrote a script to confirm an appointment for the administrator, introducing one very important word - “request”. The script sounded like this: “Maria, good afternoon. You have an appointment with us for a manicure tomorrow. Will you come?".
The client answered that he would, and at that moment the administrator uttered the following phrase: “Maria, can I have just one request?” At that moment, at the other end of the line, the girl joined the conversation and carefully answered: “yes.”
The administrator continued: “If something changes for you, please notify us in advance, because... We have left this time for you, and the master will be waiting for you.”
This script increased the conversion rate to 85%, and warned those who did not reach it in advance. This way we achieved more responsible confirmation of the appointment from leads.
results
After the work done, we received a conversion from leads to records of 55% and a lead yield of 85%. One client who came to the studio cost about 200 rubles. However, taking into account the discount, such a client was still unprofitable. It became profitable only if it was returned.
Then we decided to test the new offer: we made new advertising layouts - this time, a video with a cool design - and set a promotion for the first visit of 990 rubles.
And it worked. Leads, of course, rose in price to 110 rubles, and attracting a client began to cost 220 rubles plus a discount of 210 rubles - in total, one client cost 430 rubles. But this turned out to be a more solvent audience, and their average bill was 1,530 rubles. Thus, we received a ready-made funnel, where each client who came from advertising immediately paid for the master’s salary, consumables, and advertising costs. And provided the client with profit even from promotional clients.
Many examples of texts for beauty salons
Bad example : We offer a full range of cosmetology services.
A good example for a beauty salon : “In our salon you can get the services of a cosmetologist: consultation, permanent makeup, facial cleansing, anti-aging masks, peeling, mesotherapy. The make-up artist offers wedding, evening make-up and creative make-up. We have a stylist in our salon who will give you a haircut, coloring, styling, braiding, and wedding hairstyle.”
A good example : “When visiting two masters on the same day, there is a 10% discount on the second service. Pamper yourself: haircut + peeling = savings and well-groomed look!”
Also read: How to write text for advertising children's products and toys with examples
Bad example : Permanent makeup will always pleasantly surprise and delight you.
A good example for makeup : Permanent makeup - 24 hours a day You will look no worse than a Hollywood star. A minimum of cosmetics, without spending time on eyeliner and lipstick. Will make facial features brighter and more accentuated.
Bad example : We offer a wide range and rich selection of various cosmetic services.
Good example : Emphasize beauty, rejuvenate skin, create a beautiful haircut, tidy up your hands.
Bad example : We will offer high-quality facial correction
A good example for a cosmetologist : SMAS lifting – ideal facial oval in one procedure, effect up to 3 years
Bad example : Effective body correction with high quality services that will undoubtedly lead to tangible results.
A good example : Vela shape - minus 2 cm per session - this is real. High-frequency currents, roller-vacuum massage and infrared radiation for the deep layers of the skin - adjust the waist and abdomen.
Bad example : Lamination of eyelashes without the slightest loss of quality.
A good example for a lash maker : Keratin lamination of eyelashes - fluffy, long, thick eyelashes. The “open look” effect will attract the attention of men.
Bad example : Beautiful hairstyles.
A good example : “Hair perm - forget about uncomfortable sleeping with curlers and split ends from curling irons. A perm will give you luxurious curls for several months!”
Processing objections. TOP 10 objections from clients of cosmetologists, estheticians and beauty salons: expensive, dangerous, painful, long, unknown reputation, inconvenient to get to, no quality guarantees, it is not clear why this is needed, others have it cheaper, it’s difficult to make a choice.
Bad example : not writing a price list
A good example : “Do you still consider the services of a cosmetologist a luxury? – You just haven’t seen our prices! Peeling from 1990 rubles!”
For example, keratin hair straightening is often refused due to the fact that the procedure is considered not the safest.
Bad example : keratin hair straightening using a new, safe technology
A good example : “keratin straightening is absolutely without harm to your hair: the preparations contain only 0.02% formaldehyde”
Call to action. This is the shortest part of the advertising text for a beauty salon. There is no need to write anything superfluous here or duplicate information from other parts. Short phrases are enough. After the call to action, it is appropriate to indicate contact information: address, phone number, links to the website and social networks.
Bad example : Write nothing at all.
A good example : “Hurry up to sign up!” or “We are waiting for you in our salon” or “Ready to make beauties out of you!” Write in a personal message or call the number ***.”
An example of express analysis of the target audience when writing the text of a hair salon advertisement
Express analysis of a hairdressing salon
An example of a sales text for an advertisement for a beauty salon on the radio (50 seconds duration)
Beauty salon "Okinawa" - a new philosophy for hair care. A full range of hairdressing services, haircuts with hot scissors, systems of intensive spa hair restoration programs for any degree of damage using Label preparations (Japan). Cosmetology, all types of massage, nail service, with a nice addition in December - a spa manicure as a gift. Special New Year's prices for a spa program for figure correction and a hair restoration procedure after dyeing. Discounts – up to 50%! Beauty salon "Okinawa" - feeling and beauty merge together to achieve perfection. Kolomna, Oksky Avenue, building 3-a. Tel. 618-23-03.
Sample advertising text for a beauty salon on the radio (45 seconds duration)
Beauty salon VIVA! VIVA beauty salon is not only highly professional services, but also a cozy salon where guests are always welcome. Impeccability in work and a creative approach, attentive craftsmen will take into account and realize all your wishes. VIVA beauty salon offers a wide range of services: model women's and creative men's haircuts, wedding, evening hairstyles, styling, manicure, pedicure, design, nail extensions. Let your path to beauty and perfection be easy. With sincere love, we give you a pleasant surprise - along with a haircut, you will receive eyebrow correction and coloring as a gift! We are waiting for you at the address: st. Shchorsa, 6, entrance from the yard. Tel. 5-07-58.
Example of advertising text for a beauty salon for a shopping center on the market (running time 1 minute)
Dear guests of our shopping complex! Welcome to the Purpur beauty salon. Our hairdressers offer a full range of services for the health and beauty of your hair: hairstyles and styling, bio-perms and keratin hair straightening, an exclusive boost-up procedure and hair coloring using premium Paul Mitchell products. Our salon is attended by a cosmetologist. We offer you various rejuvenating treatments for the face and body, as well as permanent makeup. We offer the services of a makeup artist, stylist, manicurist and pedicurist, and pressotherapy. By visiting our salon, you can receive free consultations on the use of cosmetics for personal care at home. We invite you to visit our salon on the 2nd floor of the shopping complex, section 202 b, c.
Also read: Taxi advertising text with examples
Example of creative advertising text for a beauty salon on the radio (70 seconds duration)
Welcome to Diamond Spa! We invite you to take a journey into the world of relaxation and beauty, where you can feel a surge of vitality and find harmony of soul and body. At your service: all types of massage, spa programs, infrared sauna, hydrotherapy, face and body cosmetology, highly effective hardware procedures to smooth out wrinkles, restore facial skin smoothness and elasticity, eliminate cellulite, reduce body volume, waxing, manicure, pedicure , hairdressing services, wedding hairstyles and makeup. We provide free transfer. Diamond Spa is a philosophy of harmony, beauty and style.
Sample of memorable advertising text for a beauty salon on the radio (30 seconds duration)
(Sounds of a wedding, cries of “Bitter”) In your finest hour, you will be irresistible. Beauty salon “Yuliya Sulima”: haircuts, styling, hairstyles, coloring, premium cosmetics. Star looks at earthly prices! Beauty salon "Yulia Sulima": st. Fighters of the Revolution, 168-b, 2nd floor, behind the Prikumsk Hotel, tel. 8-988-966-56-88
Internet advertising
Website
The website is a necessary advertising tool. You shouldn’t try to save money and give up this most important resource - creating a business card website will cost you little, but will allow you to widely promote your nail salon online. Of course, it is desirable that the site be optimized for search queries, because a person entering “nail salon 'city name'” into the search bar will see your link one of the first. You can do it easier and advertise in the most popular search engines, Yandex and Google. And remember, the site should be both interesting and useful. Post photos of the best works of masters, publish interesting articles about manicure, pedicure, nail care and, of course, make sure that this information can be easily understood thanks to a clear menu. You can also place an advertisement in the most visible place on the site about a discount that you can get by simply printing it.
If you decide to create a website on your own, be sure to read our articles:
- How to choose a domain name for a website
- How to choose hosting for a website
- How to choose a website builder
- How to promote in Direct with a small budget
Here we have laid out our experience and opinions on the use of various tools that you will simply need in your work. This will allow you to reduce the time it takes to select the necessary resources for its creation and get profit from the site as quickly as possible.
Banner advertising
Banner advertising is a good way to promote a nail salon, but it should not be given on an ongoing basis, but, for example, before the holidays. This way you will optimize your costs and attract new clients to the salon, who, given the proper quality of services provided, will definitely return to your specialists.
Groups on social networks
Groups on the most popular social networks, namely Instagram, Vkontakte, Twitter and Facebook, can do almost more to promote a salon than all of the above advertising tools. By posting photos of completed work and accompanying them with appropriate hashtags, you can win the sympathy of a huge number of potential clients, without even investing any serious funds in promotion. Moreover, you can count on reposts from your visitors, thanks to which their friends and subscribers will see where the manicure was done. Moreover, the presence of such pages will allow you to maintain direct contact with customers and, of course, notify them about all kinds of promotions.
Advertisements on classifieds sites
Explore free classified sites for your city. Place information about yourself and the services you provide there. Of course, this kind of advertising will bring you fewer clients than the same social networks, but this does not mean that this resource is not worth using. Also visit city forums, and try to leave unobtrusive advertising there, disguised as a real review. Most likely, even such a hidden ad will be deleted by a moderator, but it will remain on the site for a certain time, and this is already a good bonus for business.
