strategy #1
Identify Your Ideal Lash Client & Understand Your Audience
Defining your ideal client is a crucial step in building a successful lash business. By creating detailed client personas, reflecting on who fulfills you, setting realistic goals, and understanding your client's preferences, you can attract the right clients and grow your business. Embrace this process to create a client base that aligns with your values and aspirations.
🌟 Create Client Personas
- Age: What age range does your ideal client fall into?
- Gender: Are your services primarily aimed at women, men, or a mix?
- Income Level: What is their financial capacity for beauty services?
- Lifestyle: What are their daily routines, interests, and hobbies?
- Beauty Preferences: What type of lash styles and beauty trends do they prefer?
🌟 Reflect on Your Fulfillment
Think about the clients who make you feel most fulfilled. Ask yourself:
- Who do you love to serve the most?
- Who makes you thankful you are in this profession?
These profiles might overlap, or they could be entirely different. Identifying these lash clients helps you understand who you want to attract and why.
🌟 Write Out Your Client Profiles
Detail your client personas by writing them out. You might have heard these referred to as ‘avatars’ or ‘profiles.’ Being clear about who you want as clients makes it easier to define how to attract them.
🌟 Realistic Goals and Aspirations
While it's tempting to aim for high-paying clients, set realistic and attainable goals based on your skills, location, and client acquisition phase. Think about who would realistically frequent your services and how you can cater to them effectively.
🌟 Define Your Ideal Client's Prefences
Consider practical details about your ideal clients:
- What hours and days are they available for services?
- What is their budget?
- Are they in a hurry, or do they have time to spare?
- Are they consistent visitors, or do they come once?
- Do they prefer discounts, or are they willing to pay full price with add-ons?
You may be in a flight or fright mode that you will take anyone who walks through the door and pays for a service, but I invite you to take a moment to create your own destiny; if you had a paintbrush and you could paint your future, who would be in it... Also, be realistic. Having back-to-back billionaires all day that tip you $500 for a service may be great, but let's talk about an attainable goal that makes sense for your skills, your location, and what phase you are in gaining clients.
You can't run before you can walk. I once had a six-month waiting list, but before that, I would come in at 8 a.m. and stay until 9 p.m. lashing and waxing people for anyone who called, messaged, or walked through the door for under the typical rate for my area. I needed that experience to help me get to the next level, where you can be a little pickier about your hours, the clients you take, and the prices you charge.
That starts with defining your ideal client. What hours are they available to get services done? What days? What is their budget? Are they in a hurry, or do they have time to spare? Are they consistent, or are they a one-time visit? Do they prefer having a discount, or do they like to pay full price with add-ons (they are out there!)?
How do you get this info?
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Market Research
Use social media surveys/ polls, causer feedback, and social media insights to understand your potential client’s needs & preferences. It can be that your current clients all want discounted services, only on the evenings or weekend appointments, which can add stress to your life. Understand that the current client may not be that dream avatar or dream client
profile.
We want to embrace that dream lash client profile and attract them. This may mean they are a completely different target than your current client. That’s okay, and you can think about your schedule as an ‘X’—you are going to have some cross-over. You may even lose some clients as you learn the skill of attracting the ones you want.
Pro Tip: Coal must endure a lot of pressure before it becomes a diamond. This may not be an easy journey, but that does not mean it’s not worth doing.
“If you change nothing - nothing changes.”
It's so simple. If you want something better, you must prepare and make room to receive it. I’m the first one to say - I have been there!!! I worked all days and hours to switch from a schedule that drained me to one that invigorated me. This does not happen overnight; I need you to understand that it takes time. This may take you weeks, months, or years.
I love to say, ‘The time will pass anyway.’ What I mean by that is, if you don’t start making the changes now to set yourself up for a better future, time will pass anyway. If it will take you 18 months to attract the clients you want and the schedule you wish for. So be it.... If you don’t start now, in 18 months, you could still be working the hours/days you don’t love, servicing the clients you don’t enjoy, with the pay you don’t love.
Both outcomes are hard. Choose your hard.
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Tailor Your Services
The first step in attracting clients to your business is to be very clear about the services you offer. I think we can all relate to a time when we saw a business that offered a multitude of services, but we got confused and lost faith in visiting the business.
Have you ever seen a business with a sign that says, '10-minute oil change, freshly baked bread, ice cold beers, haircuts $25,’ and you're left thinking, huh!?
Reading that someone specializes in a certain skill will usually ensure confidence in the customer. If you specialize in a specific lash style or technique, proudly display that. If you offer multiple eyelash services, choose the one that you either love doing the most, or brings you more clients through the door.
When a customer comes looking to get a certain service done, it is much easier to impress them with that service and then open the door to the other services you offer than trying to list everything you do and overwhelming the client before they even book the appointment. If you want your current clients to try your new brow services, you may want to put together a special for certain holidays or packages.
Free brow shading when you purchase a package of 3 lash fills. You could try: June is our one year anniversary. I am giving 15% off all other services aside from (main service).
Be cautious not to run too many specials so they do not become confusing for the client. One at a time. I also recommend not running the same special too often. The goal is to have the customer book in for a new service, not to receive that service at a discount time and
time again.
You want to honor your prices by asking for the menu price. However, you can use specials as a tool when necessary to encourage clients to try new services, add onsite, or to encourage business during a slow month.
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strategy #2
Craft a Unique Brand Identity:
Creating a brand is your way to stand out. When I had my lash spa in Hermosa beach, I was 1 of 12 places within a 15 minute walk you could get your lashes done.
Yet we were full every day with a waiting list of clients wanting to come in. Why? There we many reasons, consistency, customer service, location, hours of operation, staff, skill, etc. However, our brand stood out. Our service name was self-explanatory, making
it immediately clear to customers what we offered.
Branding plays a crucial part in building customer trust. If things look different when they are in person than how your website looks, and your socials don’t match, it can cause confusion and hinder the customer from booking.
Branding is so much more than colors and fonts. It’s what makes you unique. You are your brand. Your story, how you got to where you are, what made you want to start doing what you're doing, what you love about what you do. These are all important elements of your
brand. Some cities and areas are very saturated, and the more you can get your brand out there and tell your story, the more you can earn your future clients' trust. Let your
personality shine through. The more you can brand yourself and your business, the better you will attract clients.
If you love bright neons and off- the-wall decor in a think-out-loud style, you can create a brand around that. If you love neutrals and natural elements, that can be a part of your brand. Your brand should be a piece of you and also tell a bit of the story of the services and style you offer. You want to stand out and match your brand authentically. Your brand will attract people to your business. There is room for everyone's brand to shine. Think of a shopping mall—a collection of stores selling clothing next to each other. The brand is what sets them apart.
If we liked the same thing - we would all shop at the same store. Yet each brand sells clothing next to each other in a slightly different way; their branding is the difference. The energy, the feel, the color pallet, the fits, and the styles make them different. As a shopper, you walk by and think to yourself, ' I love this! I want to go in and see what they have. That's the feeling you want to create for your future customers.
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Designing Your Website
Create a user-friendly, informative website showcasing your services, prices, and client testimonials. Basic is better than no website. Many easy-to-use website builders these days allow you to create a website without having much experience in web design.
Important information you need on your website:
The name of your business, a logo, or both.
This is your time to shine with your branding colors, fonts, logo, and the language used to describe your brand and the treatment they can expect when walking through your door for a service.
Professional photos of your business
Entrance, waiting area, treatment room, work area, etc.
What services you offer, a short write up of each one, and the prices
So many are hesitant to list the price so they don't scare people away. Trust me, NOT having the price is way worse. If customers have to work too hard for information, they are more likely to give up and find someone with the information clearly displayed for them. They know their budget, and they want to shop within that budget. Most people do not want to have to ask how much something is, and even more so, they do not want to be surprised at checkout after the service is complete.
How to book an appointment with you
I recommend having an online booking software that allows a customer to go from browsing your website to becoming a booking in client. With modern technology, there are platforms that will store credit card information, set up the customer profile, and have any pre-appointment waivers signed ahead of time. This helps you appear professional and also boosts your efficiency, so the time booked for the service is spent with the client and not filling out intake forms.
About us/you landing page
A picture of you! A nice write-up explaining why you love what you do, paired with your photo, allows your future customers to connect without ever meeting you. If you have a staff, add a staff photo. People like to know what they're going to see when they book an appointment
How to get to your business location
If you have a stand-alone brick-and-mortar, this may not be necessary. If you are renting a suite or it is complicated, please explain how they can find you. This will put your clients at ease, as they will know exactly where they are going.
The parking situation if it's worth mentioning. Park in the upper-level parking garage and walk through the blue door. Special instructions for how they get to you if needed. For example, through the long hallway, we will be the third door on the left. The restroom is next door for your convenience.
Contact Page
Give clients a way to contact you. A phone number is usually the best way for someone to contact you. If you do not wan to list your phone number at very least have a contact us form that the customer can fill out for a response back from you. List your email on your website. Have your address listed. You may not want to lose your exact address if you work alone or operate from your home, but I encourage you to at least list a street, city, and state so the customer can know if your location is a fit for them.
How to prepare for their appointment
Does your service require information the customer should know before coming to the appointment?
If you are a spray tanning location, walk them through how to prepare for the appointment by exfoliating before coming in.
If you are a lash artist, state that the customer should arrive without any eye makeup, wash your eyes before your appointment, and limit your caffeine intake that day.
Policies
Your website is a great place to post your policies for the customer to read over. At a minimum, you should have a cancellation policy, a no-show policy, and instructions on how to reschedule your appointment.
Reviews or "Social Proof"
Post your reviews to your website, they are a form of social proof. Having others rave about you will help new clients to trust that they will have a similar experience if they book with you. These can also be sprinkled in your newsletter and email blasts.
Newsletter Popup
Invite your website visitors to sign up for your newsletter to stay informed of your specials, events, and promotions. As your list grows you are able to use it as a tool to attract people into your business.
Link your social media profiles
Connect them to your website so your future customers can view your business through the platform they are most comfortable using.
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strategy #3
Leveraging Social Media
This is a topic all in itself. For the sake of this article, I will touch on this topic and say that you should learn how to leverage social media to attract clients to your business.
Your social media accounts should represent your business and the services you offer. Don't be afraid to put yourself on your page so the client knows who to book the service with. Use your social media platform to build your brand, showcase the services you offer, show before-and-after results, and post client testimonials and reviews. Also, explain how they can book with you.
Be sure the customer can easily access your website, knows how to book with you, your location is listed, the services you offer, and the name of your business.
I highly recommend separate accounts for personal and business. They can intertwine, but they both serve their own purpose and target audience. Most people are less likely to follow and book with you if they feel the page isn't a business page. Your personal page's audience may not be your target audience.
You don't want to invest so much time into posting and having it go to your high school friends and family members; you want your content to reach the person who is looking to learn more about your business and the services you offer and book an appointment.
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strategy #4
Client Reviews and Testimonials
Encouraging Reviews:
Some booking platforms may be able to set up and automate this step for you after the client checks out.
Getting reviews on your Google listing of your business may help others find you when they are looking for a 'service' near you. Having reviews on Yelp can be beneficial if someone is an avid Yelp user and trusts that platform over others. You can receive reviews on your Facebook business page, even on the Next Door app, reviews can go very far to attracting clients to your business.
You can take a review on any of these platforms and share a screenshot to your IG story thanking the client for leaving a nice review, or you can make a Carousel post on Instagram with up to 10 reviews. Add them to your newsletters and email blasts.
You can print a sign in your bathroom or waiting area that says, 'Thank you for supporting my small business. My goal is to give you the best service. If I am doing that, please let others know by leaving a review (scan this QR code).
I believe in having several ways for a customer to leave a review for your business. It's important to build them across all platforms and all in a single location. For example, if you can take reviews on your website, that is a great way for future customers to see them
and want to book in to have a similar experience, but that takes the customer being on your website to see that.
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strategy #5
Networking and Collaborations
You are the best person to talk about your business and the services you offer. Get out there and start telling others!
In-person meetings and conversations hit differently. It's easier to build the know, like, and trust factor in person with a warm hug and a conversation than it may be over a social media post.
Local Events:
Going back to your social profiles and customer avatar. Where are your potential customers? Where do they hang out?
Are they busy moms wanting to simplify their morning routine with lashes? Those moms will probably attend school functions, fundraisers, events, and team sporting games.
Maybe your target clients like to have great skin and go make-up free because they are swimmers, love doing yoga, and don't want to mess with makeup.
Getting to know your local community may be a great place for you to network, meet new people, and possibly attract new clients for your services.
The Chamber of Commerce regularly holds events for business owners. These are great ways to meet other local business owners.
Hold an Open House at Your Location:
- Invite your current customers to bring some friends.
- Team up with other local businesses that could offer a card as a giveaway in exchange for recognition at your event.
- Ask the local yoga studio if they would be interested in donating classes as a prize at your event in exchange for a shoutout to the local customers who will be attending.
Attend Tradeshows and Conferences:
It's great to know people in the industry. Sometimes, you may be unable to fit your clients in for a service they need to get done on a tight timeline. You can refer your clients to show them that you care about their well-being and that the service provider will usually return the favor. You can also team up to refer clients to each other.
Collaborations:
Partner with Influencers to reach a wider audience.
You have to take this one with a grain of salt. It absolutely is not for everyone. Influencers CAN be great, and they can send you business. In my experience, they are usually just wanting a free service that rarely does much for your bottom line.
You may find it more valuable to offer a free service to someone who is in front of your target audience, such as working at a local school or a yoga instructor from your local studio.
At least you know that the interactions they have are mostly with local people who are closer to your target audience rather than the wide-open web with a post that may not even be shown to any local person in your area.
Local Businesses:
Partner with complementary local businesses for cross- promotions.
This can work extremely well for people in the beauty industry. If you do nails, and your client is a hairstylist, they are able to refer their clients to you. This could work with local dentists, real estate agents, or other industry people.
Be cautious of giving away too many free services or trades with people, as sometimes you can sign up to do free services and not get much in return. If you have a way to measure the success, it works best. 'For every customer you refer to me, I will give you half price off your next appointment.' This sets a boundary for the person, who is always expected to pay the full price unless they refer people in. I find that this method works better than giving away free services. If it's important for that person to have reduced-priced services, they will go out and tell everyone about you.
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strategy #6
Utilizing Technology
People expect to have a website to visit, social media platforms to learn about your business, leave reviews across different platforms, and book their appointments online.
Make sure you are set up for success across these channels so they can work for you in attracting clients to your business.
If you have a window that people walk by, set up a QR code to scan. They are inexpensive to make, and securing one appointment will pay for itself.
I recommend a QR code linking to a Link Tree. This allows you to give the customer an entire menu from a single scan of the code, such as purchasing gift cards, scheduling appointments, following you on Instagram, and signing up for your newsletter.
Examples: CosmoGlo Linktree
Attracting clients to your business requires a combination of strategic marketing, excellent service, and community engagement. Understand your audience, build a strong brand, and leverage social media to establish a thriving business.
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Learn anything new today?
Thank you for letting me share a few things that helped me grow an incredibly successful client base in my salon, I wish the same for you!
I'm Mary Harcourt, founder of CosmoGlo. I would love to hear from you and learn more about your brand!
Follow me on Instagram @MaryHarcourt_
CosmoGlo’s mission is to support you as a creative professional by providing innovative lighting solutions that enhance your efficiency and propel your business forward.