Beauty clinics and studios: do all sound similar?

no one else is you. That’s your ace!

You’re not just selling a service - you’re selling an experience a vibe that only your spot can deliver - this is the thing we all know. There are plenty of popular ways to show off your uniqueness on-site, through your service or a memorable customer experience…

but today, let's zoom in on the texts we write for our websites and social media. How do you make sure your marketing is unique in an industry full of same promises.

Here are the first thing you should check in your texts:

1. Do you talk like a real person?

First, do not use “clinical talk” in all posts. Almost every beauty studio or med spa is using the same buzzwords: rejuvenate, revitalize, renew. 🥱 yawn

Instead, explain it in your own words. "Rejuvenating” - what does that actually mean? How long does it take and how exactly does it rejuvenate?

“Revitalizing” - what does that mean? What does “not fresh” skin even look like?"

2. Are you telling something unique?

Share an experience that happened only at your place - make it a thrilling read, possibly even like storytelling. Include the solution and the conclusion.

3. Besides talking about what a procedure does, also talk about what it DOESN’T do.

While it's crucial to discuss the benefits of your treatments, it's equally important to be upfront about what they don’t do. This builds trust and sets realistic expectations. For example, while a facial might hydrate and improve skin texture, it won't eliminate deep wrinkles - that’s a job for more intensive treatments. Be clear about this in your content: “While our signature facial will leave you glowing, don’t expect it to remove deep wrinkles."

4. Client testimonials in a new light

Client testimonials can be a goldmine for unique content. Instead of the polished & perfect feedbacks share the real stories about their experiences. How did a day at your spa make them feel? What specific aspect of your service stood out to them? Or discover absolutely new way to show your feedback.

5. Are you focusing too much on the equipment?

While it might be tempting to always talk about having the latest, most powerful laser or device - remember that technology is only as good as the expertise behind it. If your value proposition is built on having the best equipment, what happens when a competitor upgrades? Suddenly your unique selling point isn't so unique anymore.

Instead emphasize the skills, training and unique knowledge of your team. Talk about their experience and achievements- Highlight how your staff’s expertise leads to better, safer and more tailored outcomes.

If you're considering how to shift the emphasis to clinic itself (so the clinic remains “the star of your marketing”) you also need to ensure that the advantages work in synergy: employee + equipment + place (company philosophy). Also introduce the concept of collective expertise.

6. Are you promoting your competitors instead?

There's a risk you might end up unintentionally promoting the services of other spas (your competitors !!) without even realizing it.

When your posts are too general (for instance, simply praising the benefits of laser treatments or facials) you may raise awareness and curiosity among your audience about those services. This could lead potential customers to shop around, compare different providers and perhaps just choose a place with lower price.

Signs you are writing copy-paste content:

1. First and the most important one: if your content could easily apply to any med spa or clinic (for example if you could swap out the name of your place with any other and the message would still make sense) then it’s not unique enough.

2. If your text is filled with terms like "cutting-edge", "revolutionary” and "innovative" without providing clear, tangible examples of what makes your services truly innovative or revolutionary, it likely reads as generic.

3. Texts that make broad claims such as “look your best”, “turn back the clock” or “erase signs of aging” without explaining how your services specifically address these goals tend to blend into the background noise of the industry.

4. While before-and-after photos can be powerful, using them without explanations about the process, how long the result took or if additional treatments were needed, can make your content feel superficial and undifferentiated.

5. If your text feels like it was written from a template or closely mirrors the content on other websites, especially competitors', it's likely not original enough. This can include similar headline structures, offers and call-to-actions.