Your client probably isn't waking up thinking, “You know what I need today? A 60-minute customized facial with LED.” 😂
She's thinking about her dry skin. The breakouts she's still dealing with at 35. The dark circles that make her look more tired than she feels. The 14 skincare products sitting on her counter that she has no idea how to use.
The appointment is what she books. But what happens because of that appointment is why she actually cares.
In this Monday Marketing episode, we're talking about how to stop leading your marketing with service names, treatment details, and everything included in the appointment and start talking about what your client actually wants from it.
Why your clients may not understand what your service names actually mean
The difference between what your client books and what she hopes happens because she books it
How to market the payoff of your services instead of only the appointment
Why clients often want you to take the decision-making off their plate
How to connect your services to the real-life and emotional reasons people buy
Why you don't need to promise life-changing results to create emotion in your marketing
A simple exercise to turn your top three services into better marketing
Try this with your top three services:
She books: ________
What she really wants: ________
If we accomplish that, she gets to: ________
That last answer is where some of your best marketing can come from.
Before you market your next opening, ask yourself:
What does my client hope is different because she came to see me?
Not what the appointment includes. Not how long it is. Not which machine you're using.
Your service is what she pays for. The outcome is why she cares.
This is the third episode in our Monday Marketing conversation about selling differently, so go back and listen to the previous two episodes if you missed them!
Inside the Estheticians in Business Membership, we're working on getting better at marketing, selling, getting clients, and becoming really freaking good at business.
Check out the link to join us. 🤍
If this episode helped you, share it with another esthetician and subscribe so you don't miss the next one.
Stop Marketing the Appointment. Market What Happens Because of It.
