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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.
by by Erin Barajas
July 1, 20062 min to read
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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