As a medspa/spa owner, leader, or marketing manager, you are often finding yourself sitting in front of a computer to write. You need to write good content to market your MedSpa via email blasts, ads, websites, newsletters, social media posts, and more. Knowing how to write great content is essential to your success.
Are you a good copywriter? Do you track the effectiveness of your words and your conversion rate from your marketing efforts? Or are you laboring for free with no results?
Most people are not good copywriters. Why do I say that? Because most of the content I see for menus, websites, and articles must be edited and rewritten. My team and I spend a lot of time rewriting and editing content. If you want to improve your copywriting skills, keep reading and Apply the following 8-step structure to improve your copywriting skills!
Keep in mind; this 8-step structure will be beneficial for most of the copy you want to write. However, this article focuses on copywriting for marketing your medspa or spa business and not copywriting for writing a book. For book writing, you can go to BecomePublished.com and discover how to write a book.
Words Can Labor For You!
Headline – Point Out the Problem
The first step is your headline, or as I like to call it, your HOOK. You need a headline that will grab people’s attention and cause them to keep reading.
A hook can be a pain point or a problem people are having. You can present it in a question format.
- Are you looking for a solution to make your acne disappear?
- Do you want to lose 20 pounds in 20 days?
- How can you make lines and wrinkles disappear?
Take the problems that consumers are having and create hooks out of them. Each one can be an entire marketing strategy.
Subheadline – The Solution Name
The subheadline should be the answer to the problem. Usually, it should be the name of the treatment that can solve the problem you are trying to address.
- sample 1
- sample 2
Headline: Do you want to lose 20 pounds in 20 days?
Subheadline: Experience the HCG Weight Solution and get back into your skinny jeans in 20 days.
The subheadline should cause your consumers to keep reading!
Describe the RESULTS the program or treatment will provide.
This is where you will discuss the benefits. Be careful not to go into the features. People don’t buy features; they buy results, solutions, and benefits. Describe the overall benefits. You want to describe how they will feel once they lose 20 pounds. Connect with them on an emotional level.
Use bullet points for the benefits, this will make them easy to read.
- Be healthier with more energy
- Increase your level of confidence
- Look better in clothes and love your reflection
- Easy program to follow
- Achieve your goals fast
Proof that Your Treatment or Program Works
The proof is a testimonial of how you helped someone else achieve their results. It can be a video testimonial, a written comment, or a case study. You want to instill confidence in people that the treatment or product will work. The testimonials should overcome any objections a person might have. Make it easy for people to see that you are the right choice for them!
Make an Offer
The offer is key. It must be enticing enough to grab the attention of your consumers. If you don’t provide an offer, you are wasting your time. Discounts are not offers. Your offer should include added value, a gift with a purchase, a complimentary enhancement, or a gift card. Be creative, don’t do what everyone else is doing.
Call to Action
This is when you tell your consumers/readers what they need to do to in order to take advantage of this offer and get started. Your call-to-action could be to:
- Tell people to click a link to reserve,
- Submit a webform,
- Take an assessment, etc.
Create something that will cause people to take action and do what you want them to do.
You must create urgency. You don’t want them to move on and leave your page without taking action therefore; you need urgency; you want them to take action NOW.
Your offer must include an ending date or a timeframe for expiration. Or create an offer that is only valid for the first 25 people who reply and so on.Urgency is all about acting now and CONVERTING consumers into clients with WORDS!
Promo Codes and Contact Info
Promo codes are important to use so you can track your marketing campaign efforts. Your guest relations team needs to ask your callers for the promo code so they can track it in the medspa software system. When a person calls about a particular offer, they need to be noted in the system.
Be sure to include your contact information. Believe it or not, people often forget to include their contact information.
Following these 8 steps and increase your medspa marketing conversion rate tremendously. The more you write, the better you will become.
Labor smart, let the power of words work for you, and enjoy your success!