How to Stop Attracting Salon Hoppers and Start Booking Dream Clients With Your Words

Over the past few weeks, I’ve had more “just get bums on beds” convos with salon and clinic owners than I can count.

Maybe it’s the cozzie-lives. Maybe it’s the quiet winter weeks. Maybe it’s that weird collective energy that happens when everyone starts comparing their fully booked October 2023 to their wide open June 2025.

Whatever the reason, I get it. You’ve got a business to run, you want to stay visible, and yes, you want people on your treatment bed.

Now, this might sting, but someone's got to tell you: when your message becomes “I’ll take anyone,” you start sounding like you’re talking to no one.

And worse, you start googling "how to stop attracting salon hoppers" because the copy you're putting out on your website, social media, and in your emails turns into beige wallpaper. It’s forgettable. It doesn’t resonate. It only converts salon hoppers who want a bargain.

Why? Because the person reading it can’t see themselves in it.

When you’re trying to write content that appeals to the acne-prone teen and the corporate girly with melasma and the stressed mum with 5 minutes to herself once a fortnight, you’re not tailoring your message, you’re diluting it, and diluted copy doesn’t sell your expertise. It doesn’t show off your results. It doesn’t say “this clinic is for ME.”

Why strong copy is the answer to "how to stop attracting salon hoppers"

It speaks directly to the one person you want booking in. The person who will become a client and an advocate. The one who reposts your posts, replies to your emails, and sends their sister in next week.

Remember, it's better to be everything to someone than something to everyone.

And to do that, you’ve got to...

1. Know who you’re talking to

Start by going beyond just “women aged 25–45 who like skincare.” That’s not an ideal client; that’s the entire Sephora mailing list.

Instead, think in terms of:

Demographics – Age, location, income, education. A 28-year-old skinfluencer in Sydney and a 42-year-old new mum in Bendigo aren’t booking for the same reasons.

Sociographics – Their lifestyle, values, and interests. Do they prioritise self-care and spend Saturday mornings doing Pilates, or are they rushing between meetings with a latte in one hand and a to-do list in the other?

Psychology – What are they frustrated by? Embarrassed about? Wishing for? What result would make them think, “I could cry, I love my skin so much”?

2. Write like you’re talking to them

When you know your client inside out, your copy becomes 10x more effective because you’re not just shouting into the void. You’re speaking their language. You’re using references they get, explanations that click, and a tone that feels like home. You become the brand that gets them — and that’s the stuff dream clients are made of.

3. Back your message with confidence If you know what you’re good at, say it. Don’t shy away from your niche just because you’re worried someone might unfollow. The clearer your copy, the more magnetic it becomes to the right people.

Strong copy isn’t just about sounding good; it's about conveying a clear message. It’s about sounding like you — talking directly to them — and making it very obvious why they should choose your clinic over the one down the road.

So if you’re finding yourself in a “just book anyone” season, here’s your reminder: the fastest way to get better clients is to start writing better copy, and better copy starts with a clear message, for a clear person, with a clear goal.

Don’t write for everyone. Write for them — the one who values what you do, respects your boundaries, and sends you wine in December.

Want help finding the right words to speak to the right people? Get in touch with me here.