114: Why You’re Not Getting Clients as an Esthetician (Your Message Is Confusing)

If you’re posting consistently but still not getting enough clients as an esthetician, this episode is for you.

In this Business Breakthrough Audit, Kari Jo helps Kristina uncover why her esthetician marketing isn’t converting and how unclear branding and messaging can confuse potential clients. They talk about niching down, becoming known for one thing, building authority online, and creating a clear esthetician business message that helps you get more bookings.

You’ll learn:
• Why the clearest message wins in esthetician marketing
• How unclear branding hurts client bookings
• The difference between posting content and posting content that converts
• Why systems help estheticians get more rebooking and better results
• How to position yourself as an authority online

If you’re an esthetician trying to get more clients, grow your visibility, and stop feeling all over the place online, this episode will help you know what to fix first.

If you’re booked but not making money, you need to start with your numbers.
Download my FREE  “Diagnose Your Business” tracker in the show notes and I’ll show you exactly what to track.

Are You Ready to fix this in your business?

Apply for a free Business Breakthrough Audit:

https://forms.gle/Jkr27yUb6n6PYcba7

Transcript

Client Testimonial On Coaching

Phe 0:00

Working with Kari Jo Patterson has been such a game changer for me as a soloist edition. As someone that doesn't work under anyone, she helps me keep myself accountable with our one-on-one calls. She's put things in perspective for me as far as what I'm trying to do in my business. She helps me put into words what I'm trying to do. And she also keeps me accountable with our one-on-one calls. Every time I we implement something in my business, I'm like, I have to do it because I'm going to have a call with her next month. So it really keeps me accountable. And she's just so sweet. She's loving and she has so much information. And I can ask her anything. She's always available for me to message if she doesn't make me feel bad about it. And yeah, I just love working with her. She has just been such a blessing in my business.

Kari Jo 0:49

Welcome to the breakthrough audit, Kristina. I'm so glad that you filled out the form and were willing to come on. I was reading through it, and you have some great questions that I hope to help. But really quick, tell us a little bit about you and what you do. And if you could fix one thing, what would you want to work on?

Kristina 1:11

Hi guys, so I'm Kristina, um, owner of the Skin Lounge on Long Island. I focus on Brazilian waxing and corrective skin care. So think the microderm abrasion, derma planning, all that fun stuff, chemical peels. Um, if there's a one thing that I could change, it would definitely be visibility. I I just am working on everyone knowing who I am, or everyone who is my ideal client, I should say, knows who I am.

Kari Jo 1:39

Yeah, I love that. So, how long have you been in business for?

Kristina 1:42

Um, so we're going on four years in May as an aesthetics. Um, but I've been a freelance makeup artist for over 10 years, but we're going on four years on the skin care side.

Kari Jo 1:58

Yeah, okay. Well, I love that. We have people come on the podcast, they've got a little form that puts their handle and their questions, like what they kind of want to go into or whatnot. I did a little research on you.

Kristina 2:12

Oh, are you ready? Yes, I am so ready.

Kari Jo 2:19

What you would really like to get is like five more new clients and more visibility, which is kind of what you were saying. And so I was like, okay, well, let's go see who this girl is and what she is doing. What I did is I just start researching and going everywhere that I can go off of the one link that you provide me. So first I went to Instagram and I pulled up your Instagram, and on Instagram, you have it down that you're the Brazilian wax and you're an acne expert on Instagram. Okay, so then in your Instagram bio, there's a link which takes me to your Gloss Genius. And in your Gloss Genius, the first thing that comes up is your back treatment.

Kristina 3:09

I don't know if you yeah, I don't think I can change the um because I I was thinking about that. Like I don't like how that's not in the order I would look for it.

Kari Jo 3:19

Yes. Okay, I was like, okay, well, that's interesting. But you want to know what caught my eye before I started doing this, is your email, it says you're a makeup artist.

Kristina 3:32

Yes.

Kari Jo 3:32

And so I'm like, okay, so her email says she's a makeup artist, her Instagram says she's a Brazilian specialist, but she's also an acne expert. So then I was like, does this girl have an actual website? So then I decided to pull up your actual website. Okay, so on your website, your whole entire first page is all about luxury. That's the one thing. I mean, you do have some reviews and stuff like that. What I got that you're selling is luxury. I didn't get that you're selling makeup, acne, or Brazilians. But then I decided to dig. I'm like, okay, well, let's go look about her. So I went into your about. And then in your about, it says you're the specialist at the jazzles, you're a specialist at makeup, you're a specialist at brow lamination, you're the best esthetician, which is a little bit broad. I also then went to your threads because there was a link in your Instagram, and on your threads, it says you're an educator, right? Across all of your platforms, what I heard your brand is luxury, you're Brazilian wax artist, you're an acne expert, you're makeup artist, your brow lamination specialist, and you're also an educator. Do you get where I'm gonna go with this?

Kristina 4:55

There's not clear Yeah, yeah, okay, I got it.

Kari Jo 5:00

Yes, you got it, girl. The biggest problem is right now is your message is too broad. And when you have a really broad message of all the these different things that you do, you are going to get really sporadic bookings. And I'm sure you've probably heard it a hundred times. Niche down, niche down, niche down. Right. What do you think about that? Niche down. What's your thoughts on niching down?

Kristina 5:26

Um, I thought I did because I mostly only do like corrective skincare and um resilience. So for Instagram, I felt like I did, but I guess it didn't translate across all of the platforms.

Kari Jo 5:45

Yeah. And here's the thing is I think when it comes to marketing, marketing is all about reps, just getting your reps and communicating the exact same thing over and over and over again across all platforms. It's just 100% consistency. That is marketing. When I look at all of your different things, you have too many niches. And even if you go down to your Instagram where it says that you are a Brazilian wax and an acne expert, I'm going to challenge you, you're not narrowed down enough.

Kristina 6:17

Okay.

Kari Jo 6:18

Okay. And I'm going to tell you because this is exactly what went through my head, is when I was like, oh, okay, she's a Brazilian expert and she is an acne expert. I was like, cool, okay, what one do I actually need? And it created confusion for me. Like, who are you? What one do I need? Do I need that or do I need that? So when a client is coming to your Instagram, they're seeing that you do both, instead of being clear of I do this, because the person with the clearest message always wins. But right now you have that confusion, and so I'm like, I don't know, do I have acne or do I want a Brazilian? I don't know. I'm confused. It's not that I see that you do both, but I'm confused of what one that I want.

Kristina 7:02

Right.

Waxing Versus Acne Focus Decision

Kari Jo 7:03

Do you know? And in marketing, whoever's the clearest is going to win. And so it's not saying you can't do both, but you've got to get really clear about the one thing that you are going to do. You're like, I want five new clients, right? And I look at both of them. You've got waxing and you got acne facials. And there's pros and cons. And I want to know what you think. When I look at it, I'm like, okay, waxing think would help your problem if you become the Brazilian wax specialist, whatever, in the aspect is gonna require you to have your clients rebook no matter what. Do you know what I mean? Because yes, Brazilian. And that would be nice. And so I feel like you'll fill your schedule quicker with facials, acne clients. You're gonna have to market it like we don't do random facials here. We have a system, you're following the system in order to make it so that it is the rebooking, you'll probably make more with the facials. And so, I guess, like with waxing, I'm saying you're gonna fill your books, you're gonna get fuller, quicker, faster money with the waxing, make more money with the facials. I don't know what one are you thinking?

Kristina 8:11

Um, I think I want to go more so with the facials. I love waxing, um, but I want to position myself um as a corrective skincare specialist.

Kari Jo 8:26

Okay. You're more on board with the whole acne system. Okay, I'm gonna go back into this. Do you have a system that is repeatable for all your clients for acne? Because the people who are an expert, they have a system and it works for every single person. I'm saying that because I want to make sure you put the right words because that's where it can get confusing. So if you're like, I'm an expert, experts have a system. I'm an expert at business systems. I can give every single client a system for all their roles. Do you know what I mean? Right. Um, if you're an acne specialist, then you have a dedicated, like you know, there's no question, you have a system. You could write a book on exactly how to solve someone's acne, black and white. Do you have that? I don't think I'm there yet. Okay, that's okay. And I'm not saying that you have to be there yet. Then I what I would do is maybe go into chat and find a word that relates more with you. Okay. You know what I mean? What you don't want to sell is that you're an expert at something if you're not already an expert at right? Because then you're lying, essentially. Not I'm not calling you a liar, but if you if you do that, that's gonna create the confusion when people come in. And it's gonna be really hard to get a rebook. You're not selling the system and the protocol, you're just like freewheeling it. Freewheeling it is never going to get you a rebook. Does that make sense? Okay.

Kristina 9:51

So change expert from acne expert to something more relatable.

Kari Jo 9:56

Yeah, to just what you are right now, and you can have chat GPT. I mean, you have that, right? I feel like everybody does. Yeah. Be like, okay, I want to go into acne, but I need to find the right word for who I am right now, not who I'm going to be in the future. Okay. Do you know what I mean? Yeah. Then after you do that, get that across all your platforms.

Kristina 10:22

Okay.

Expert Claims Need A Repeatable System

Kari Jo 10:23

Your website. What I feel like you do really well. And I was looking at your Instagram and stuff like that. What I felt like you do really well is you're super likable. And I can tell that you're like super educated, and more importantly, you're really consistent, which is great. And even like with your website, you're professional. Those are like super good things, and those are all things that you're doing well, is like you're showing a professional image, you're completely consistent, you're likable, and everything like that. But the problem is you continually market yourself instead of marketing, talking about the problem that you're solving. And when you are marketing yourself, it creates like a bonding moment with the clients. Someone who sees your Instagram, they bond with you because you're marketing you and they're like, I like that, right? And you do need that content, but you also need to incorporate more content of buying because when I go through your content, it's very relatable in like I like her, but there's nothing in there that makes me want to buy or go to you, right? Or anything like that. The problem is obviously the direction problem is you didn't know exactly what you were solving and you were trying to solve too many problems. So if you narrow down your problem, which is the acne, you want to do more about that. This is exactly what I do after I figure out the niche, which is what you did, is on your Instagram. You know how you can post three top videos?

Kristina 11:53

Yes, the pins.

Pinned Posts That Sell And Prove

Kari Jo 11:54

Yeah, the three pins, right? We want to get really clear. This is what we're going to do. Is on the first one is I would do a start here post. And then in it, it can be a video, you can do carousel, however you want to do it, but like your first post should be like a start here. So anyone who comes to your website, they get it. And then I would post like who you are, what it is that you do, and how they can work with you. So that first one is okay, this is who she is, this is what she saws, and this is how I can work with her. The second one that I would have hagged at the very top is I would have it be your proof post. So I would have it be something like your results, testimonials, and why they should work with you. You know, why are you different than anyone else? That one's usually the best done in a carousel, but however you want to do it. You could also do the real, you know, where like you're like pop up all these different tests, right? However, you want to do it, make your second one approved. And then the third one is you need to build out a system. Like I was talking to you, like people follow people and will book people who have proven systems that work. So if you don't have a proven system yet, then that's where you need model clients coming in. And you need to start doing a bunch of models until you have a proven system that works. And then in your third one is what I would do is I would post the system, the steps, the timeline that it's going to take, the sequence of what's going to happen and the plans, like first, next, and then clients. When they come to your page and you're like, you know, I'm an acne expert, whatever. And then it's like, oh, start here. This is who I am. This is how I help you. This is how you book. Here's my proof that I am who I like. I'm that good, right? And then the third one's like, and I'm not making this up because here's my system of how to do it. So one thing that I would say is I'm gonna go back for just a minute. Do you feel like you have a system in Brazilian waxing? Um, I would say yes. Okay, yeah, just looking at your Instagram and stuff like that. You're really good at that, but I think you are passionate more towards the acne side. And I think while you're building that system of the acne and getting this system that this is like how it works, I know how to get rid of it. This is the Kristina way of how to fix it, right? You can start off having it be the system that you already have, which is waxing. Do you know what I mean? And then you can talk about all day long in your treatment rooms and build it that way. And then once you have the system, then you can change your niche as much as you want. Do you know what I mean? In order to build, you gotta narrow down to one. It doesn't mean you can't switch it. So you could go with the waxing one if you have that for now while you're building a system for your acne clients. And then once you have proof and your system works good with acne, then switch it over to acne. That's just like an option. What are your thoughts about that?

Kristina 15:07

I think that's where I was gonna go, anyways. Okay.

Kari Jo 15:11

Yeah, yeah. And I think like with waxing, you know, like what's great about waxing is they do come all the time. You could totally market it as smooth skin, zero ingrowns, as long as you're coming with a four-week maintenance plan. And this is what the four-week maintenance plan looks like. Do you know what I mean? Or something like that. Like you give them a plan. But that's what I would do in your top post. And then one more thing that I would do, because I did go through your Instagram, is when you go to rebook, do you ask clients for a rebook or do you let them decide? Do you feel uncomfortable asking for a rebook, or how does that go?

Kristina 15:52

No, most of my clients are already pre-booked. Some of them have different like schedules, so they're like, oh, you know, they'll book on their own and they tend to stick to their word. Um, but for the most part, I always um ask. Well, not ask, but tell them like, hey, I want to see you in four weeks. Um, and then we go from there.

Kari Jo 16:14

Okay, yeah. So when I was going through your Instagram, let me tell you like kind of what I saw and what I would move more towards when I was kind of talking to you about how you market yourself instead of marketing your problem. Let me, I want to give you some clear example. What I see is you post here's some education or here's some facts and here's my day. So that's kind of how when I go through your Instagram, that's kind of what I see. Now, what I want you to do is I want you to change it so it makes you more of an authority in what you're doing. So people are like, Oh, she knows what she's talking about. So instead of here's some education, it's here's what happens next. You already know. Do you get the difference?

Kristina 16:59

Right.

Build Authority Content And Rebooking

Kari Jo 16:59

Okay. So then, like on the one where you like throw up a random fact, instead wants you to throw up, this is how I work. And it makes you an authority in what it is that you're selling, right? Like I throw my gloves, I wear gloves every time. This is how I work. It's not about me. This is just, you know, whatever. Right, right, right. And then where you have more like, here's kind of my day, I would switch it from more like, here's the plan, here's the plan of how to not get in grounds, right? You're gonna follow my maintenance. That's just the way it is. Anyways, those are the things I would say. The biggest thing is is just singling down to one. You you can do everything, but in marketing, you can only market one, but your business can do absolutely everything. So yeah, what was the biggest takeaway for you today?

Kristina 17:47

For me, it was definitely making sure that I have my clear messaging. The person with the clearest message wins. So, me hearing that my message, my messaging is not clear at all. I'm like, okay, now I understand where my problems are. That this is like my bottleneck.

Kari Jo 18:01

Yeah, I love that because honestly, I think as soon as you get like super clear, you're gonna get those five new clients so much quicker. Yes, yeah.

Kristina 18:10

Thank you.

Kari Jo 18:11

Yay. Well, thank you so much for coming on and then keep in touch with me and let me know how it goes.

Kristina 18:17

Thank you so much. Thank you.

Kari Jo 18:19

Yes.

Announcer 18:20

Thank you for listening to the Esthetician podcast with Kari Jo Patterson. Each week, Kari brings you real-world lessons on how to grow your empire. To learn more about Kari's Fearless Prosperity Mastermind Group, one-on-one VIP coaching opportunities, and more. Visit www.karijopatterson.com. That's www.karjopatterson.com. See you next week for more insights and strategies on the Esthetician Podcast.