Awaken Your Esthetician Inner Marketing Guru
What is marketing?
Marketing is creating value, solutions, and building strong customer relationships.
Marketing is used to identify the customer, satisfy the customer, and keep the customer
coming back long-term.
Marketing is a divine tool so we can reach our ideal client who needs us.
Ninety percent of the success of any product or service, is its promotion and marketing
~ Mark Victor Hansen
1. Very clearly list who you love to work with. Describe the ideal client who gives
you energy. The client who pays you what you are worth – without hesitation!
2. Answer these questions (make this about YOU as it will help you develop a clear
marketing message):
My client wants…
My client is trying to achieve…
These open for business hours suit my client best…
These treatments would give my ideal client the BEST results…
My client is may have these objections to what I offer….
LIST the value you provide to help them overcome their objections...
My client is making the following 2 mistakes….
My client is between the ages of ___ and ___
3. What benefits do you offer your “perfect” client?
4. What results do you offer your “perfect” client?
5. List 3 ways you are different from your competition:
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6. List 3 places you believe that your perfect client may hang out or frequent.
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7. Take about 5 minutes and create a 3 – 4 sentence message that would speak
loudly to your ideal client about what it is you offer, how it would benefit them,
make you look like an expert and the go to esthetician in their eyes.
8. List 3 ways to deliver this message to new, existing and potential clients. Think
about the most effective way to reach your specific “perfect” client. How can you
communicate with them most effectively?
Example: Blog, facebook, phone calls, newsletter, school newspaper, free open house ~
be creative and think of places that wont scare you to speak your offer.
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10 ways to get existing clients in your door
Acquiring new customers is expensive (five to ten times the cost of retaining an existing
one), and the average spend of a repeat customer is a whopping 67 percent more than a
new one. ~Inc.com
1. Pick up the phone and call with your new marketing message.
2. Newsletter (Monthly) consistently share your message, benefits, value
and results.
Give a clear message of what you want clients to do and always add a P.S. to
forward to a friend.
3. Blog – adds relevant info to your website so people who are searching can
find you faster
4. Facebook consistently – connect this to twitter and again think
consistency.
5. Host a spa party – call, email, facebook... just get them in for some fun
and be sure to offer specials on treatment and retail product packages.
6. Offer a gratitude special – I do this every year and it’s how I pay my
property taxes. Consistently!
7. Do a mass text message saying Hello and I just want you to know I am
thinking of you today.
8. Be OPEN for business – offer online scheduling and announce to all
your clients the benefits – trust me they love this and it will increase your
sales.
9. Send a handwritten “I miss you” to a few clients that you haven’t seen
in a while – I bet they call – focus on someone who once was a valuable
client.
10. Remind customers of everything you offer. Never assume that even
your most reliable customers are completely aware of all the products and
services you offer: you need to remind them regularly. This one helps boost
your sales once they are in your treatment room.
Our Empowered Esthetician Motto - A.B.M Always Be Marketing
10 Ways to Get New Clients in Your Door
1. Know your message and turn it into your elevator speech.
What is your elevator speech?
**Handout included to help you get started.
An elevator speech or elevator pitch is a short summary used to quickly and simply
define what you do and its value. We all need one, as it is your 1st impression to a
potential client.
2. Have business cards on you at all times and do not be afraid to hand them
out – start conversations with anyone who looks like a potential client.
3. Join a networking group.
4. Connect with local businesses in your area – drop off cards and brochures
and take theirs – remember connect and return the favor.
5. Become a volunteer in your community.
6. Join or build a team of existing clients and ask them to bring a friend for a
fund raising event (Revlon Walk, Avon Walk, etc) - find something that
speaks to your heart or do it for a client who is struggling with something
7. Become an expert in one service or treatment – this takes time, but helps
you build a reputation that others will talk about.
8. Become a regular somewhere – gym example
9. Get your listings up to day with key words. Yelp, google places, - details,
photos and words that will help you pop up
10. Reach out to local tv, magazine and newspaper reporters or bloggers in
your area – they need stories - this is how they get paid! Sample letter
included in handouts.
Make a who can I send a “clear marketing message to” list. List everyone you know
who you can reach out to and share your good news with (AKA- market your
business to). Think of friends, family, past co-workers, dentists, doctors, yoga
instructors, vendors – you name it, list them all.
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Keep going!
Sample Letter to send to your “clear marketing message” list:
Hello _________,
Hope this letter finds all things happy in your life.
I am writing to you because I know how you love to share exciting news with your group
of friends, family and coworkers.
Here are all the juicy details:
A while back I started…. a new treatment, carrying a new product, opened my own
business. Give some details – remember share the good news. Only 1-3 sentences – don’t
overly bombard them with details.
I'm getting great feedback and I know that others in your life will find it valuable.
Don’t you just love being the one to share a great find with others!
My clients love the results they are getting and feel so amazing and relaxed at the same
time – they have actually said they feel 10 years younger when leaving my (spa,
treatment room)!
It would mean so much to me if you could:
Let any of people in your life who may be looking for a great spot to get (an anti-aging/
microdermabrasion/facial/eyebrow wax - fill in your specific offer) know that I am open
and very excited for the opportunity to earn their business.
You can take a peek for yourself at <your website>.
Thank you so much, let me know if there's anything I can do for you as well. And if you
can let me know you do send this, I'd appreciate it so I can keep track.
Life, love, and happiness,
Phone
Email
Website
Looking for more marketing ideas?
Recommended Reading:
1. Duct Tape Marketing by John Jantsch
2. The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
3. Purple Cow by Seth Godin