If you’ve been working hard to grow your business—posting beautiful content, running promos, sending emails—and it still feels like something just isn’t clicking, it might not be your pricing, your website, or even the products you carry.
It might be the way you're talking about what you offer.
People don’t just buy products—they buy feelings + solutions
Clients don’t book facials or buy skincare because they’re dying to have another serum on the shelf. They book because they want to feel confident without makeup, or feel like they're doing something nice for themselves. Or whatever the case may be, they’re buying outcomes, identity, and transformation—not just services or products.
Here's where our messaging - and even if you’ve nailed that message once, it won’t stay relevant forever.
Consumer behavior shifts, seasons change, and trends come and go. Even things like the economy or viral skincare fads can completely rewire what our clients care about. If our messaging doesn’t keep up we can start to feel invisible.
Here are three ways to shift messaging so it feels relevant, powerful, and real.
Shift the Pain Point We're Solving
When business slows down, the first instinct is often panic—I've definitely asked myself "do people still like me?" but the truth is, they probably still do. But their priorities might have shifted.
Take skincare concerns: in winter, your clients might be focused on hydration and barrier support. Come summer? It’s all about SPF, and lightweight layers. If our messaging (emails, IG posts, etc) are still stuck on winter skin during a 90-degree July heatwave, our messaging is missing the mark.
So instead, talk about “summer-proof” skincare routines, lightweight hydration, or SPF layering.
This applies beyond seasons too. Are clients heading into wedding season? Graduation parties? Back-to-school chaos? Show them how your offerings fit into their current moment—not just their long-term goals.
Speak Their Language—Not Just Your Own
We spend so much time perfecting ingredient callouts, learning technical jargon, and skin science. But you know what sticks with clients? How your work makes them feel.
Think about the busy mom who books a facial, not because she needs a new cleanser, but because she wants to feel like herself again. Or the client who grabs a gua sha tool because it makes her feel more in control of her self-care.
Start mining your reviews, DMs, and post-treatment convos. What things are your clients saying?
You might hear things like, “I actually feel like myself again", "This SPF blends seamlessly with no white cast" , or " I don't have time for a in depth routine but this feels doable"
Use those words in your content. Repeat them in your consultations. When you use the language your clients are already using, it builds trust—and that makes conversion easier.
Blend Evergreen Messaging With Real-Time Relevance
Yes, your go-to messages—like your brand mission, your skin philosophy, or your intro emails—should stay consistent. But don’t forget to layer in what’s happening in your client’s world right now.
Here’s what that looks like:
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In August talk about post-summer skin recovery and back-to-school routines.
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In December focus on giftable skincare sets and “glow before the holidays” facials.
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In January highlight skin resets, detox treatments, and routines that support New Year energy.
Even if you sell the same product or perform the same service year-round, the reason clients book or buy will change based on the season or cultural moment. Reflect that in your emails, captions, and service menus. It can be the exact same product or service, but you're just tweaking the messaging to make it relevant for that moment.
This isn't a call to overhaul your brand, redo your entire website, or rewrite all your content. Just make small, intentional tweaks to reflect what your clients are thinking, feeling, and needing today.
Hoping you found this help! As always, reach out to us with any questions.
