You: full-service boutique owner with a hair salon, shoe section, jewelry and accessories as well as clothing. Age: 32. You like glammy, slightly glitzy clothes that can also function for daywear. Price point: under $250 for most items.
What I think: Your clients probably trend 18-35. Young career women who like clothes, want to feel glamorous but appropriate at work, and have some disposable income—or wish they did (and use credit to make that wish seem true).
If you say: YES! That is exactly right. And moreover, they all love cats! then I will draft web and other copy following these rules:
Tone/Voice: Lots of contractions (Let’s!). Aim for irreverence, girl-to-girl in-jokes (parties, not grandchildren!).
Content: Cute kitten references! More important, since you want to sell all your services, how about you offer free TIPS and COACHING on your website/other communication channels about pulling together a total look and style.
Goal: To push your clientele into ongoing higher commitments about how they approach their overall look and self-care regimen.