Storytelling, marketing, and building a clientele go hand in hand. Here are some ways to create your business’s story and marketing while building your waxing clientele.
USE YOUR VOICE
Storytelling starts with your voice. What do you want people to remember you by? Your voice is your brand and a part of building up your clientele. Business is more than just clients though. It’s creating a story and an image that people want to be a part of. Are you a skin care professional focusing on speed waxing and eyebrows? Or are you a chemical peel expert focusing on skin revision?
Your voice determines who your target market will be. Without a voice, your brand won’t stand out, and it’ll be difficult for your audience to figure out who you are, what you are, and why they need to incorporate you into their life. Think about a movie trailer – if you have absolutely no idea what it’s about after watching it, how inclined are you to really go see it? If a movie starts out too slow, do you see it through or does it take you a few times to get through it? Think of defining your voice in these ways. If your clientele has to go through too many steps to figure out who you are and the services you offer, they are more than likely going to find a waxer that has everything laid out more directly and explained clearly.
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FIND YOUR SPACE
Showcase why people need to come see you as their service provider. If you’re in an area where no one focuses on Brazilians, it could be a great target market for you to dive into. On the same token, don’t feel intimidated or like everybody’s already doing what you want to do. If you’re in a market where there are already 100 businesses doing eyebrows, who cares? They are not you. They are not creating the experience that only you can create. That’s a part of the need that you fulfill. What makes you stand out is your personality, the ambiance of your space, and, of course, your talent. Personality and positive environments are always in needs– some people may not enjoy the spa-like experience while others may like a more casual vibe.
STAY COHESIVE & PRECISE
Once you find your voice, stick to it. That’s what makes you, you. You can change up your branding but stick to your story. Don’t change your dynamic. If you want to add on more services, make sure they flow with the services that you’re already offering and will drive revenue. Once you get your clientele up, you’ll be able to assess the needs that your audience wants fulfilled. Adding services like eyebrow tinting, laminations, and vajacials are cohesive services to add to your waxing business. If 95% of your clientele is waxing, would it make sense for you to spend $10,000 on equipment for facial services? Not really. If you have that extra money, definitely put it back into your business but only in ways that stay cohesive with your brand and voice.
UNDERSTANDING YOUR AUDIENCE
Understanding your audience is crucial to build your clientele. Understanding your demographic requires research. What’s their income? What are their hobbies? How close is your business to them? Since you’re focusing on waxing services, are most of your clients eyebrow and facial services or Brazilian and body services? This plays a part in how you want to market to your audience as well as any marketing campaigns you want to push. Marketing campaigns should all be based on the needs of your target audience and how your services take care of these needs.
REACHING YOUR AUDIENCE
Every segment within your target market may or may not use the same media outlets. Certain age groups focus more on Facebook and e-mail marketing while some focus more on Instagram and TikTok. Assuming that one method of outreach will assist in building your clientele will only delay your growth. Aside from social media and e-mail marketing, word of mouth is always golden. Referrals are the best way to create your book and so easy to create marketing initiatives around. Waxing parties are a great way to extend your network as well. If you’re going to do any type of traveling waxing services, always double-check with your state board to see if there are any limitations or regulations.
Building up your clientele takes more than time. It takes time, patience, and planning. Creating your space in the market as yourself and what you want to represent includes some trial and error but that’s the fun part. Seeing the fruits of your labor is truly an amazing and unexplainable feeling. There’s nothing wrong with taking a step back and readjusting if things aren’t aligning how you originally planned. That’s part of your story.
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Taylor Wilson is a licensed aesthetician hailing from the DMV. She’s a graduate of Von Lee International School of Esthetics, founded by the legendary Carole Walderman. She was a wax trainer at a European Wax center and eventually transitioned full time into her own studio, JB Skin Clinic, where she provided waxing and skin revision treatments. Realizing she wanted to focus on education and helping other aestheticians reach their goals, she came on board to Starpil as their brand educator.
