Business Management

The Power of Words: Transform Common Salon Language from Standard to Standout

Tweaking common salon-speak to communicate clearly and creatively is a simple, savvy way to distinguish your salon from the masses. Here, we show you how to pump up common phrases and words in your marketing and promotional materials to make them more powerful.

Clients want to be wooed, intrigued, and informed when they read your menu or receive an e-mail touting your newest service. Relying on over-used salon phrases, like "basic manicure" or "holiday special" sends clients a clear signal: Move along, nothing new to see here. 

The power of words can be the difference between enticing clients into your salon or losing them to savvier salons with comparable services but the benefit of the gift of gab. 

Use the folowing information to say what you mean--but better.

Common word: natural

What you mean: good for you, healthy, using fresh ingredients

Try using: wholesome, guilt-free, fresh, healthful, beneficial

Common word: basic

What you mean: bare-bones, starter service

Try using: essential, no-frills, origina

Common word: specialty

What you mean: unique service, what you're known for

Try using: trademark treatment, platinum service, signature servic
Common words: relaxing, pampering

What you mean: "it's nice, you'll like it"

Try using: stress-relieving, sumptuous, decadent, indulgent, soporific, whimsical, pleasurable, gratifying, luxurious, serene, tranquil, delicious

Common word: soak

What you mean: hands sitting in a liquid

Try using: descriptive terms, such as bath, sanitizing soak, invigorating soak, soothing soak, infused soak, calming soak, moisturizing soak, clarifying soak, deodorizing soak, aromatherapeutic soak

Common word: discount

What you mean: on sale, bargain

Try using: promotional price, sweet deal, last call

Common word: new

What you mean: new service, new product, new tool

Try using: cutting edge, newly developed, modern, refreshed, introductory

Common word: service

What you mean: menu item

Try using: treatment, offering, treat, indulgence

Common words: anti-aging

What you mean: helps skin look younger, removes dead skin cells

Try using: youthful, rejuvenating, exfoliating, skin-plumping

Common word: safe

What you mean: clean

Try using:  clean, sanitized, or disinfected (depending on which you mean), cleaned according to state regulations, impeccable

Common words: holiday special

What you mean: limited-time offer, themed service

Try using: a catchy phrase that refers to the holiday in question, such as Season's Feetings (for a Christmas pedicure), Lucky Feet (for a St. Patrick's day pedicure), or Rose Red Manicure for a Valentine's Day treat

Common word: treat

What you mean: repair, remove

Try using: nurture, nourish, soothe, restore, revive

Common words: spa-like atmosphere

What you mean: softly lit, tranquil, good-smelling

Try using: retreat, sanctuary, haven

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