The Words That Sell In Your Salon
- Rachel Medlock
- Sep 9
- 3 min read
Every salon has one. No, not that staff member who always sells the last serum on the shelf. I’m talking about the silent salesperson - the copy that speaks when you’re not in the room.
Think shelf talkers. Treatment menus. That little note by the register. Even your thank-you emails or SMS reminders from your booking system. These are all tiny but mighty touchpoints where words sell for you. It’s microcopy with macro impact.
Too often, those words aren’t selling. They’re saying… nothing.
Think, “Hydrating Facial – $189.” Cool. Says what it is. But compelling? Not really.
Why Your Copy Needs To Work Harder
Clients don’t buy because of the what, they buy because of the why.
“Hydrating Facial – $189” tells me what the treatment is and how much it costs, but it doesn’t tell me why I should care.
Compare that to: “Our Hydrating Facial will have you walking out with skin that looks like you slept for a week. Book now and thank us later.”
Suddenly, it’s not just a facial. It’s a promise of rest, radiance, and feeling human again after a week of 12-hour days and instant coffee. That’s the difference between “maybe one day” and “book me in right now.”
Where The Silent Salesperson Shows Up
Your words are working harder than you realise in these spots:
Shelf talkers
They’re not just tiny price tags. They’re mini billboards. “Clinically proven to smooth fine lines in four weeks” beats “Anti-ageing serum $145” every time.
Treatment menus
Prime real estate. If it reads like an instruction manual, you’re missing an opportunity.
Check-out counter notes
That handwritten “Don’t forget your sunscreen!” is cute, but imagine if it said: “SPF: because you didn’t spend 90 minutes with us just to let UV undo it all.”
Thank-you emails
Don’t just say thanks. Remind them why they’ll want to rebook.
SMS reminders That 160-character note is not just logistics; it’s loyalty.
Welcome signs with personality That “Welcome” sign at reception? It’s prime real estate to set the tone before you’ve even said hello. Instead of the standard “Welcome to X Clinic”, think of it as the first handshake with your tone of voice. Try:
“Hey, good lookin’.”
“Wow, nice skin!”
“We’re so glad you’re here.”
Mirror moments that market for you Your mirrors aren’t just for checking post-treatment glow; they’re a sneaky marketing tool. A playful line of macro copy across the mirror can turn a selfie into a branded, shareable experience. Imagine:
“Yes, your skin really does look this good IRL.”
“Hello, gorgeous”
“Glow goals: unlocked.”
How To Write Words That Sell
Lead with the outcome What will they feel, see, or notice after?
Keep it short Think tagline, not essay.
Infuse personality If your brand is warm, witty, or clinical, let it show.
Test it Next time you’re writing a blurb, ask: “Would this make me want to book?” If not, tweak it.
Your silent salesperson is everywhere. Always on the floor, always in their inbox, always in their pocket, and never asks for annual leave. The question is: are they words that sell, or just filling space?
The right words don’t just describe your services. They connect, convince, and convert even when you’re too busy with back-to-back clients to lift a finger.
So next time you’re refreshing your treatment menu, aftercare sheets, or even the reminder SMS that goes out the day before an appointment, don’t just write what it is. Write why it matters. That’s the secret to turning “maybe later” into “book me in now.”
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