When writing any kind of content for your eyelash extensions business - whether that be educational posts, product descriptions or advertising copy- it must be totally unique and original.
By not producing original content, you may be damaging your business, your credibility, and possibly breaking the law.
Original content is written in a way that does not exist in the same form, anywhere else online.
WHY DO WE CREATE CONTENT?
To Inform and Educate:
(clients, customers and other lash stylists)
If you’re writing to inform or educate, it should be about topics of which you already have a solid understanding. Write in your own voice, presenting your own knowledge, experience and opinions. This shows that you are genuine, will improve your credibility and position you as an expert.
To Sell a Product or Service:
(product/service descriptions, advertising copy)
To sell a product or service, you need to stand out from the crowd. Why should your customer or client choose you, rather than the business down the road? A sea of identical copy makes businesses interchangeable in the eyes of the consumer, particularly in a saturated industry like beauty.
People want to do business with people. Inject your own personality and let your potential customer know what makes you special.
To Improve Visibility Online
(website copy & social media posts/bios)
If you want to be found online, your website content needs to be unique. Duplicate copy confuses search engines as they struggle to discern which version is the original. This results in your SEO being diluted, or your page not being indexed at all in favour of another, more popular site.
This includes blog content, information about your services, and product descriptions on ecommerce sites. So if you want to be found, write your own content, and don’t use product descriptions provided by the manufacturer or copied from a supplier of a similar product or service.
ORIGINAL VS UNORIGINAL CONTENT
You are probably familiar with plagiarism, and understand the implications of copying chunks of content directly from sources around the internet.
You may be less familiar with patchwriting. Patchwriting is taking the structural bones and sentiment of the original copy and making small changes (sentence order, replacing various words with synonyms etc). The resulting content is not different enough from the original to qualify as unique.
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ORIGINAL |
PLAGIARISM |
PATCHWRITING |
UNIQUE |
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CLEANSE Foaming Eyelash Wash is an essential step in preparation for eyelash extension application, as well as client aftercare. This non-stinging formula safely removes oil, dirt and makeup residue at the lash line, allowing for optimum application, retention, and eye hygiene for the client.
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CLEANSE Foaming Eyelash Wash is an essential step in preparation for eyelash extension application, as well as client aftercare. This non-stinging formula safely removes oil, dirt and makeup residue at the lash line, allowing for optimum application, retention, and eye hygiene for the client.
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CLEANSE Foaming Eyelash Wash has a non-stinging formula and safely eradicates oil, dirt and makeup residue from the lashes, allowing for optimum retention, application and eye hygiene. It is a critical step in eyelash extension preparation, as well as client aftercare.
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Amazing retention requires squeaky-clean lashes. CLEANSE Foaming Eyelash Wash rinses away any nasties that might prevent you from getting the best bond during your eyelash extension services. Make sure your clients use this at home between appointments to protect their fluffy new lashes and keep their peepers healthy. We love our clients, so the formula has no strong fragrance and does not sting.
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TIPS FOR WRITING ORIGINAL CONTENT:
- Decide on a topic
- Jot down the main points you want to discuss
- Expand on each point to write a paragraph
- Write an introduction and conclusion (if required)
- Include a call-to-action (book now, add to cart, sign up for our newsletter)
NEED INSPIRATION?
If you’re stuck, or don’t know where to begin, it’s fine to research what other businesses are writing about your topic, service or product.
Read, acknowledge, put it away and write from your own head, in your own voice.
CHALLENGE:
Do you think you might have copy online that is too similar to another website? Compare them by pasting into a site like Copyscape to find similarities.
If you find some, try rewriting the copy using the above method, until it's totally unique.