I see lots and lots of marketing posts from salon and spa owners on social media.

Some are great, most are average and some are downright terrible 🙁

What’s the difference?

Well, some do a fantastic job of answering the ‘What’s In It For Me‘ question, and others don’t even give it a go.

What is the WIIFM Question?

To keep it simple, when you write a post, or blog or salon newsletter hoping to get your readers to take action, it’s essential you write it with the intent of answering your client’s silent questions.

As a client or prospect reads your content, they’re constantly asking themselves what’s in it for them to do what you’re trying to get them to do.

If you can’t answer that question for them, then you have Buckley’s chance of getting them to do what you want them to.

When you write a piece of marketing content, you have to sell the benefits – those things that are going to make your readers want what you have to sell.

Just simply writing about how cheap your treatments are, how beautiful your salon is, or how talented your team members are isn’t enough.

What your readers want to know is that what you are trying to sell is going to make their life happier, healthier or easier in some way.

Here’s an example of what I mean…

Today’s facial special has a double cleanse, power exfoliation, steam, facial massage and mask all for $50.

Boring!  Why should your reader be interested in this even if it’s a super duper special price?

Instead, why not appeal to your client’s emotions with something like…

Look and feel sensational with our blissfully relaxing signature facial that will leave your skin soft, smooth and glowing…and all for just $50 (normally $95).

See the difference?

Focusing on Benefits

The first example talks about the features of the facial.  Unless your reader is another skin care professional, she not likely to care one iota about the process of the facial.

Whereas in the second example, you are helping your clients to imagine how great she is going to feel and look after her facial plus you have shown her what a bargain she is actually getting.

I know which marketing message would like up my brain cells and have me picking up the phone.

What about you?