Running a business isn’t easy. In fact, it’s really freaking hard. The pressure is on, especially with the constant chase for instant results, whether it's viral moments, the next big trend, or that shiny follower count, but none of that matters unless you’re focusing on what truly drives long-term success: the power of what you’re saying.
Great businesses are built on more than just flashy numbers. They’re built on trust, connection, and consistency, especially when it comes to the words you use. So let’s get into three key truths about the power of your copy and how it can transform your business.
1. People read what you say before they experience what you do
This one can sting a little, but it’s so important: before someone steps into your business, buys your product, or tries your service, they’ve already formed an opinion about you based on your messaging. Whether it’s your website, social media posts, or email campaigns, your words are the first interaction they have with your brand.
So, if those words don’t capture their attention, explain your value, or connect on a human level, they won’t bother to take the next step. It’s not just about what you do - it’s how you communicate it. The words you choose can either invite people in or turn them away, so make sure your copy is saying what needs to be said and reflecting your brand in the best possible light.
2. Your copy isn’t just about what you do - it's how you make them feel
This is one of the biggest copywriting tips I teach salon owners of all sizes. Why? Because copywriting for beauty businesses is so much more than a fancy list of what you sell and the services you offer - it's about the feeling you leave behind. Your words are the bridge that connects your audience to your brand, and the emotion drives them to take action.
People remember how you made them feel long after they forget the specifics of what you do. Are you inspiring them? Empowering them? Giving them something they didn’t know they needed? Making them feel seen and their struggles heard? When your copy speaks to the heart of your audience, it’s so much more than a transaction, it's the beginning of a lasting connection.
3. Trust isn’t built overnight - it’s built word by word
In the rush to "make it big" or see instant results, it’s easy to forget that trust takes time. Trust in your brand isn’t built with one clever post or one catchy phrase. It’s built word by word, sentence by sentence, interaction by interaction and your copy plays a huge role in this process (ahem... see the previous two points).
If you’re truly looking to create a brand that resonates and lasts, you need to commit to showing up consistently with thoughtful, honest, and authentic communication. Think about your IRL relationships - do you instantly trust a new friend on the first day you meet them? Probably not. It builds up over time through showing each other why you're worth that trust, right? It's the same with copy. Trust isn’t something you can rush, it’s earned through every piece of content, every interaction, and every word that reflects your brand's true values.
Copy is the cornerstone of your business. It’s the first thing your audience connects with, the emotion you leave behind, and the trust you earn, word by word. So, don’t get caught up in the shiny distractions - focus on creating copy that reflects who you truly are and speaks directly to the people you want to serve. When you put the effort into crafting powerful, authentic copy, your business will grow in ways that are sustainable, real, and meaningful. And that’s the kind of success that lasts.