ASCP Skin Deep

MARCH | APRIL 2016

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www.ascpskincare.com 33 expertadvice MIND YOUR BUSINESS Sell It! Successful marketing messages in 5 easy steps by Kristin Coverly Creating effective marketing messages that describe what you do and compel potential clients to action can feel intimidating, but it doesn't have to be. Follow this simple step-by-step guide and you'll be writing marketing messages like a pro in no time. 1. ADJECTIVES Start by writing a list of adjectives that describe the benefits of your work, how you want your clients to feel, your treatment space, and your passion for what you do. If you get stuck, ask your clients, family, and friends for help; they'll give you some wonderful ideas you may not have thought of on your own. Put this list aside for now; we'll come back to it later. 2. DIFFERENTIAL ADVANTAGE Next, create a list of your differential advantages. Your differential advantage is made up of the unique attributes that set you and your business apart from the competition and, therefore, give you an advantage over other estheticians in your area. It can be any number of things: amenities, equipment, experience, location, a signature treatment, special skills, training, etc. 3. BENEFITS-CENTERED LANGUAGE Now, write descriptions of your work and services. Describe your work using benefits-centered language that clients will understand. Instead of just listing the treatments you offer, describe your work in terms of the effect it will have on the client: what it will increase (skin health and hydration) or decrease (fine lines and wrinkles). People are influenced by knowing "What's in it for me?" so be sure to tell them! For example, "Microdermabrasion treatments help reduce fine lines, wrinkles, and hyperpigmentation while improving skin texture." Write a benefits-centered description for each of the treatments you offer. 4. CALL-TO-ACTION STATEMENTS Call-to-action statements tell people what action you want them to take. What do you want them to do? Schedule an appointment? Buy a gift certificate? Refer a friend? Book a body wrap with their facial? Create a list of all the call-to-action statements you'll use in your marketing messages. 5. PUT IT ALL TOGETHER! You now have all the pieces you need to create successful marketing messages. Take your adjective list, differential advantage statements, benefits-centered descriptions, and call-to-action statements and start combining pieces from each list. Aim for a balance of genuine, heartfelt, compelling language that conveys your unique personality, while describing the specific benefits of your work. Remember, the goal of a marketing message is to persuade people to take action! A Few Ideas to Get You Started It's summer! Get beach-ready with a special exfoliating salt body scrub and spray tan combo package. Book online today! I offer deeply relaxing facials that help nourish, cleanse, and exfoliate your skin while reducing fine lines. My advanced training and state-of-the-art equipment allow me to craft a tailored service based on each client's specific needs. Share the love! Buy a gift certificate for a friend and receive 50% off your own antiaging facial! Want to reduce fine lines, wrinkles, and even out your skin tone while improving skin texture? Schedule a rejuvenating microdermabrasion treatment today! Want more? Watch Kristin Coverly's webinar "Yes, You Can Market Your Business! Essential Marketing Skills Made Easy" at www.ascpskincare.com > Education > ASCP Webinars.

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