Stop posting pretty pics: how to write marketing messages that actually make clients book
Struggling to turn likes into bookings? Learn how to craft marketing messages that convert followers into paying clients using this proven framework.
Why your marketing isn’t converting (even if you’re posting daily)
You’re showing up, posting consistently, maybe even hopping on every trending reel. But your booking system? Still has gaps.
It’s not the algorithm that’s holding you back, it’s your messaging.
Pretty photos and trending audios don’t pay the bills. If your words don’t connect with your ideal client’s problems, desires, and emotions, your content will get scrolled past faster than a 2007 Pitbull remix at closing time.
On a recent Beauty Industry Leaders Podcast, I broke down the exact framework I use (and teach my clients) to create marketing messaging that actually converts. And I’m sharing it with you here.
The 3 big reasons your content isn’t landing
If you’re not seeing results, it usually comes down to one (or all) of these:
Ask:
Mindset Blocks – Fear of rejection, copying what others do, discounting out of desperation, or worrying too much about what people think.
Missing Strategy – Posting for the sake of it without a clear funnel or plan.
Misguided Messaging – Talking in industry jargon instead of your client’s language, writing for your competitors instead of your customers, or forgetting to include a call to action.
Example: You write “0.05 D Volume Lash Set.” Your client is searching for “fluffy, natural lashes.” Big difference, right?
The market pyramid: why only 3% are ready to buy now
Most salon owners only market to the 3% of people who are ready to book immediately. But that leaves 97% of your potential clients untouched.
97% of your potential clients untouched.
Here’s the breakdown:
3% are ready to buy now.
17% are actively researching.
20% know they have a problem but aren’t looking for solutions yet.
60% don’t even realise they have a problem (yet).
If all your posts scream “Book now!” you’re ignoring the majority. The real money is in nurturing, educating, and warming up that 97%.
Step 1: Pick one service, one audience, one message
Stop trying to market everything at once.
People don’t want a “one-stop shop.” They want a specialist who solves their problem.
Choose ONE offer.
Identify the ONE ideal client for that service.
Speak their language.
Instead of broad targeting like “women 25-40,” get specific:
Time-poor mums who want quick, low-maintenance beauty.
Corporate professionals who want polished and discreet.
Gen Z teens prepping for formals and festivals.
Each audience responds to different words, tone, and vibe.
Step 2: Speak to problems and promises
Your ideal client doesn’t care about the technical name of your service. They care about:
Problems: The frustrations, fears, and pain points they’re living with.
Promises: The results, relief, and transformation your service delivers.
Pro Tip: Draw a table with two columns, Problems vs. Promises, for one service. This becomes your marketing goldmine.
Example (for brows):
Problem: “I spend 15 minutes every morning pencilling my brows, and they still smudge by lunch.”
Promise: “Wake up with perfect, natural brows every day, zero effort required.”
Step 3: Handle objections head-on
Your audience has doubts:
“Will lash extensions damage my natural lashes?”
“What if my brows look too harsh?”
“What if I spend the money and it doesn’t work?”
Instead of ignoring these fears, address them in your content and explain why your approach is different. This not only educates but also builds trust and positions you as the expert.
Step 4: Add personality + tone of voice
Your tone of voice is just as powerful as your service. Are you fun and cheeky? Luxe and polished? Professional but nurturing? Your content should sound like you. Clients should be able to read a post and “hear” your voice in their head. That’s how you attract clients who feel aligned with your vibe, and repel the ones who don’t.
Step 5: Use strong calls-to-action (CTAs)
“Book now” isn’t enough anymore.
Instead:
Ask followers to DM a keyword to start a conversation.
Use voice notes to reply and build instant rapport.
Give clear next steps: “Comment BROWS below and I’ll send you available dates.”
The easier and more personal you make it, the more likely they’ll take action.
Real example: A post that sold out in 72 hours
I recently launched a Wild West Mixer event and sold out 125 tickets in less than three days. Why? Because the post:
Spoke to boredom and frustration (the problem).
Painted a fun night out (the promise).
Used humour, storytelling, and clear CTAs.
The same plug-and-play framework has helped my beauty clients fill brow tattoo appointments, sell courses, and generate leads in hours—not months.
Quick win: The problems vs. Promises exercise
Throughout every step, check in with your client. Ask questions like:
Pick one service.
Define your one ideal client.
List their problems in one column.
List all the promises (solutions and transformations) to their problems
You now have endless content ideas for captions, stories, emails, and website copy.
Final thoughts
Marketing isn’t about posting pretty pictures. It’s about saying the right thing to the right person at the right time. When you shift from promoting services to speaking directly to your client’s problems, desires, and objections, everything changes:
Your bookings become consistent.
You stop competing on price.
And your marketing finally does the heavy lifting for you.
Want to go deeper?
This blog just scratches the surface.
Tune into the Beauty Industry Leaders Podcast episode: “How To Hold A High Converting Consultation”, where I unpack each step in detail with Ellie from the Beauty Business Society. We share scripts, examples, and practical tips you can implement straight away.
