Beauty Salon - Psychology of Persuasion in Advertising

                                                                                                      

 Persuasion involves creating a need and creating appeal. Consider, what would your clients find appealing? Youthfulness, prestige, acceptance or love? Use words and pictures to persuade. The beauty industry uses before and after pictures to convey a strong message of the expected and desired results. For example image A: Before = deeply wrinkled skin and image B: After = smoother skin with less wrinkles. Images of youthful glowing skin are appealing to the desire of flawless and healthy skin. Words like:  new and improved, revolutionary treatment, transform your skin; persuade the reader to want to buy the promise and hope of younger, more radiant skin.

 

When we open up a newspaper we do not read all the adverts because there are simply too many.  When placing an advert there will always be plenty advertisements competing for the readers attention.

 

No matter how great your products or treatment, your advertisement won’t sell if it doesn’t attract attention.

 

The Headline must Draw attention and Entice people to read your Advertising.

• Use compelling words and pictures.

• A headline needs to be strong and grab attention.  

• A headline creates curiosity and must compels a person to read further.

• A headline should convey an important benefit in a clear bold way.

• A headline must draw the reader into the advert.

• Your salon name should not be used as a headline, but rather use a compelling benefit  to generate interest and enthusiasm.   

 

 

 

 

 

 

 

 

 

 

 

 

Consistent Advertising = Familiarity = Trust = Sales.

Repetition by means of continuous advertising is the secret to remain on the forefront of your clients mind and encourage repeat sales.

 

Make an interesting offer.  

 

Whether a product or service, tell people up front about the benefits,

results, great discounts, or your grandest concept.  

Get their attention right off the bat, and you'll likely have your message read.  

Clients live in the "what's in it for me" world, benefits always make powerful subject lines.  

Telling the readers what the end results of their actions will be helps them visualize the need for your product or service.  

 

Use Emotive and Exciting words.

 

Descriptive verbs help to empower the sales message.

Communicate your message in a bold and dramatic way.

 

Use clear, concise language.

 

There must be no doubt about meaning.

Simple words communicate more effectively than big words.

Unnecessary words dilute the power of your message.

Use pictures to draw attention and to emphasise your message.

 

Inspire conviction.

Is it worth it?

What’s in it for the potential client?

Convey the message that your products or service is not only desirable,

but will also deliver results and therefore will give satisfaction.

 

Call to action.

It is crucial that your potential client is called to action, immediately.

For example:  have a limited offer with a special introductory offer;

an invitation to book for a free consultation.