Issue link: https://www.ascpskindeepdigital.com/i/225798
Marketing Copy That Sings Creating text to attract clients by Dawn Josephson Whether you're creating a brochure, newsletter, direct mail advertisement, or any other promotional piece for your business, you need to write in a way that not only explains your product or service, but also compels people to contact you. Unfortunately, many promotional pieces miss the mark. Outrageous claims, weak calls to action, and boring text are common mistakes that plague many small business owners' marketing efforts. At best, such errors give a less enticing view of your spa than they could. At worst, they doom your brochure to the recipient's trash can and imply you're incapable of delivering quality work. 1 "HOW TO" + VERB + WHAT YOU'RE PROMOTING + BENEFIT. • How to choose a lipstick that moisturizes all day. • How to get a natural-looking tan without the health risks. • How to treat acne without breaking the bank. 2 "NEW" + WHAT YOU'RE PROMOTING + BENEFIT. In order to entice a potential client to contact you, you need to keep your writing both lively and factual. The following guidelines can help you write promotional pieces that even your toughest prospects can't resist. Get Right to the Point You have less than five seconds to convince your prospects to read on. The first thing anyone reads is the marketing piece's headline. Craft a compelling headline that immediately conveys why this brochure or advertisement is worth the reader's attention. This is easier than you might think. See the graphic below for a selection of headline templates that work in most situations, with examples of each. VERB + WHAT YOU'RE PROMOTING + BENEFIT. 3 4 • Try an express pedicure to beat holiday stress. • Experience our new body wrap and lose inches. • Grab a gift certificate—Mom will love it! "FREE" + WHAT YOU'RE PROMOTING + BENEFIT. • Free skin analysis to help you reach your beauty goals. • Free aromatherapy add-on with every massage, for even more relaxation! • Free lip wax for new clients! Look great for Valentine's Day. • New organic products to gently correct the signs of aging. • New opening hours give you even more convenience! • New 5-facial package for savings and great results. 27