Issue link: https://www.ascpskindeepdigital.com/i/225798
" Keep Hype to a Minimum Many people think that in order to get a potential client to pay attention, they must make outrageous or controversial claims. It's true that this can often generate public interest and get lots of exposure. The thing to remember, however, is that when a client comes in, you will have to answer questions and prove everything you claimed. While you may believe you sell the best products or offer the most amazing facial in the world, that is for your clients to decide. Every time you praise yourself in your marketing materials, it will reduce the reader's trust in what you say. Instead of telling people that your product is the most extraordinary thing to ever hit the market, or that your signature treatment is revolutionizing the skin care world, show off its benefits and the evidence of how it can help your clients. Evoke the Senses As you write, evoke more than one of the five senses. Paint a picture with your words so prospects see, hear, smell, taste, or feel what you're describing. The best promotional writers think in pictures, not words. They see the image they want to convey to their prospects, and that's what they write about. Do more than just tell prospects what a treatment will do for their skin: try to involve the smell of the products, the sound of silence or peaceful music, or the touch of hands or warm stones. End With a Call to Action What do you want the person reading your ad, brochure, mailer, or other promotional piece to do? Buy a retail product? Call you for a booking? Visit your website for more information? Whatever action you want your prospects to take, state it clearly. Too many promotional pieces ramble on about the benefits of the product or service, but they never directly tell the reader to actually do anything. " Every time you praise yourself in your marketing materials, it will reduce the reader's trust in what you say. For example, instead of simply closing the piece with your contact details, you could add: "Please stop in at the spa for a free 10-minute consultation and more information on our services." Or "Call today for our special introductory price." Or "Visit our website to see real before-and-after pictures and make your booking." Tell prospects precisely what you want them to do. Make Your Marketing Work When marketing materials present your information in a compelling manner, your prospects are much more likely to find those offers irresistible and take action. So as you write future sales letters, brochures, or other promotional pieces, keep these guidelines in mind. When you do, you'll create a promotional piece that delights your target audience and keeps them eager to do business with you. Dawn Josephson is an editor, ghostwriter, and writing coach who helps business owners and professional speakers create engaging and informative articles, books, and marketing pieces. Contact her at www.masterwritingcoach.com. Get connected to your peers @ www.skincareprofessionals.com 29