AI Copywriting for Salons

The Do's, Don’ts, and WTFs

By Rachel Medlock

If I had a dollar for every time someone asked me about ChatGPT this past year, I’d be sleeping in a full-body LED light therapy machine and treating myself to endless bottles of C E Ferulic… the full-size ones.

But here’s the thing - that cheeky little opener you just read? ChatGPT can’t quite pull that off... yet. And it’s not just because AI lacks the capacity to generate humour (it can, sort of). It’s because its output lacks nuance. It doesn’t understand our industry inside jokes, it doesn’t know the day-to-day struggles of running a beauty business, and it certainly doesn’t get the skin-specific lingo that hits home with your audience. Simply put, AI can’t make your readers feel seen, understood, or truly delighted in an authentic way. When ChatGPT tries to be clever, it sometimes ends up… well, a bit cringe. I said what I said.

But before you start picturing me as some anti-AI hermit living in a cave filled with notebooks, let me clarify: I’m no AI hater. Quite the opposite, actually! If you’re a busy salon, spa, or skin clinic owner juggling treatments, managing a team, and trying to squeeze in time to eat lunch (when did that last happen? 2021?), I’m all for tools that help make life easier. AI can be great! It can save you time, help you brainstorm ideas, or even suggest a caption or two for your Instagram feed. But, here’s where we need to get real: you can’t leave your entire brand’s voice and message in the hands of a robot and call it a day. Here’s why.

1. AI Can’t Replace the Human Touch (and Heart)

Look, I get it - this amazing (mostly) free tool can spit out content in seconds. “Why invest $2,000 in professional copywriting when AI can do it for free?” you ask.

Beyond the obvious (like supporting small businesses, hello!), there’s something irreplaceable in human-driven content: passion, soul, industry knowledge and that spark that connects with other human beings. AI may be able to form the skeleton of your copy, but it takes a human to flesh it out, give it life, and infuse it with you.

Think of it this way: ChatGPT is like a basic cleanser. Sure, it gets the job done, but it doesn’t give that deep, invigorating clean that your customised HydraFacial does. The right words, crafted by someone who understands the heart of your brand, can connect with your dream clients and show them exactly why you’re the answer to their skin woes. Without that, you’re left with generic, bland copy that looks (and sounds) like everyone else’s. So, if you want copy that stands out and resonates, use AI as the starting point, not the final say.

2. Proofread Like Your Skin Depends on It answers it in the very next line. And that’s what makes it POP.

Imagine recommending a skincare routine to a client without double-checking if it suits their skin type. Not cool, right? The same applies to AI-generated copy. By default, ChatGPT uses American spelling (hello, “skin analyzer” instead of “skin analyser”), and sometimes it throws in analogies that are, frankly, as odd as a client asking if coconut oil will fix their cystic acne.

It goes without saying – proofread before you publish. Ask yourself, Does this feel authentic to my brand? Does it have spelling errors? Does the sentence naturally flow, or is it a smidge over the top? Above all - does it even make sense? Trust me, I’ve seen AI suggest some ideas that have definitely contributed to a grammar-induced stress breakout.

3. The Specificity Rule: Garbage In, Garbage Out

AI is only as good as the prompts you give it. If you type in something basic like “write a blog about facials,” and expect it to deliver nuanced, on-brand content, you’re setting yourself up for disappointment. AI follows instructions to the letter; it doesn’t ask follow-up questions to dig deeper into your brand’s unique angle or understand the quirks of your ideal client.

Think of your prompts as a consultation. You don’t design a treatment plan with zero information about your clients skin. You need specifics like their concerns, skin type, goals, products, budget and lifestyle. The same goes for AI. You’ll get something generic and forgettable if you don’t provide detailed, specific prompts. And let’s be honest: when was the last time you were okay with your brand’s marketing being just “meh”?

4. Good Copy Breaks the Rules, and AI Follows Them Too Rigidly

You know those rule-breaking, fun-to-read captions that make you double-tap or save the post for later? Good copy sometimes bends (or breaks) grammar rules to resonate better with the reader. Maybe it starts with a conjunction. Perhaps it has one-word sentences for dramatic effect. Maybe it asks a question, then

AI plays it safe, follows the rules, and sometimes comes off sounding like it’s written by your high school English teacher. And while that’s great if you’re writing a thesis, it doesn’t always work for engaging, compelling copy that turns browsers into bookings.

If you’re going to dabble in AI-generated copy, make sure you’re using it wisely. Let it assist you, not replace you. Use it to brainstorm, outline, or overcome writer’s block, but always put your final human touch on the content. Your clients aren’t looking for a robot’s words; they’re looking for yours - words that reflect your expertise, passion, and unique vibe.

So, what do I use AI for? As a copywriter, it’s my handy little assistant for brainstorming, summarising briefs given to me, pulling out the key points of press releases sent my way, and giving me 20 subject lines to choose from (when I just need the one perfect one). And hey, it even proofread this article you’re reading right now. I love how it speeds up mundane tasks, giving me more time and brain space to focus on the things I love (and, let’s be real, the things that pay the bills).

AI can be a powerful tool in your marketing arsenal, but like any tool, it’s only as good as the hands that wield it. So, take control, add your unique spin, and don’t let the bots do all the talking. Your story deserves better.

@rachelmedlockcopywriting