The secret to great advertising is simply telling your customer a story that’s relatable, useful, actionable and true .

Answering the question – “Why your company over my other options?”

Most ads under perform because they say, “Here’s what we do and here’s how we do it. You should buy it.” Tedious and predictable ads always talk about ‘what and how’, but if you want to engage the imagination, you’ve got to start talking about why.

The goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe. The goal is not just to hire people who need a job; it’s to hire people who believe what you believe.

If you hire people just because they can do a job, they’ll work for your money, but if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.

People don’t buy what you do; they buy why you do it. Telling a story and letting them understand what you believe is the best way to do it.

The “We Believe” Statements are the foundation of your marketing, they let people know all about you – and by using several you give folks something specific they can relate to and resonate with.

Here are some idea starters:

We Believe Hair Is 90% Of Your Selfie

We Believe Sex Is Always Better When You Feel Great About Your Hair

We Believe In Great Hair – Because You Only Get One First Impression

We Believe That As A Stylist Were Actually An Artist Whose Work Is Always On Display

We Believe Good Hair Days Make You Feel Like You Can Conquer The World

We Believe Your Hair Is Your Best Accessory

Great Eyebrows Don’t Happen By Chance – They Happen By Appointment

We Believe Life Is Too Short To Have Boring Hair

We Believe Life Is More Beautiful When You Meet The Right Stylist

We Believe Gorgeous Hair Is The Best Revenge

Whether You Curl It, Cut It Or Color It – At The End Of The Day Confidence Is Your Best Hair Style

We Believe Like A Therapist Or Your Local Barkeep Your Stylist Is In A Position Of Trust

We Are Here To Transform Not Just How You Look, But How You Feel.

We Believe Your Stylist Should Be A Wonderful Person Who Touches More Hearts Than Hair

We Believe Life Isn’t Perfect But Your Hair Can Be

We Believe There Really Is Not Such Things As People With Bad Hair – Just People Who Haven’t Found The Right Hair Stylist

We Believe Good Hair Dos Not Stay Home On Friday Night

We Believe The Philosophers Lied … Money Does By Happiness – Its Called A Hair Appointment

We Believe Friends Don’t Let Friends Buy Hair Care From Drug Stores And In Case It Happens We Fix Box Color

We Believe Coco Chanel Had It Right – The Best Hair Color In The World Is The One That Looks Good On You

We Believe A Woman Who Cuts Her Hair Is About To Change Her Life

In Our Salon We Believe In A Consultative Process

We Welcome Our Guests And We Listen To Their Requests, Because We Care About You And Your Confidence

We Believe Beauty Is A Collaborative Effort -We Not Just Any Salon, You’re Not Just Any Client, Together I Promise To Unlock The Beauty And Confidence In You That Chemicals Never Could

We Believe Investing In Your Hair Is The Most Perfect Investment Because Its The Crown You Never Take Off

We Believe That Life Is More Beautiful When You Meet The Right Stylist

We Believe You And Your Stylist Are A Team,

So We Listen First, Tell You What We Heard To Make Sure We Got It! Then We Start The Styling Process

Stylist We Believe:

Believe It’s A Beautiful Thing When A Career And A Passion Come Together

We Believe A Stylist Is A Wonderful Person Who Touches More Hearts Than Hair

People Are Going Through Stuff, Secrets They Wouldn’t Share With Anyone Else And Often The Revelation Of Those Secrets Change Is The Person And How They Feel About Themselves

Like A Therapist Or The Local Bar Keep Stylists Are In The Position Of Trust We Are Transforming Not Just Our Personal Locks But How They Feel And Therefore They Want To Tell Us Things

The Salon We Do Teamwork We Do Respect Punctuality And Laughter We Do Friendship We Talk And Listen We Do Fabulous Things

Trip To That Stylist Could Be About Much More Than Just A Haircut Or Dye Job When People Are Going Through Stuff They Tell Their Stylists Secrets They Wouldn’t Share With Anyone Else And Often The Revelation Of Those Secrets Changes The Person And How They Feel About Themselves.

ASK YOURSELF:

“What Do We Believe? How Can We Best Express that to our customers and prospects?”

Start visualizing how your own “We Believe” Video will look and sound.

Feeling inspired?

Go Do One!

Need a little more inspiration? Call me, I can help 🙂

Mike Wolpert : 407.405.3500