Welcome to Lesson 3 in our Back to School, Back to Business video and blog series! So far, we’ve already discussed a couple of different mindset issues such as procrastination, self-sabotage, and fear of failure. We also covered how to overcome perfectionism. Today we’re going to talk about something that still has a little bit to do with mindset, but is more about getting your amazing products and business out there to your clients who need them.
Let’s talk about marketing your skin care line!
What’s really interesting when it comes to marketing your skin care line is that you have lots of choices.
You can have a local market, if you have a brick and mortar practice or storefront where you’re marketing primarily to people in your community and surrounding areas. Or you have online business, where your customers can be from just about anywhere.
Then there are people who do both, where they have a local store or brick and mortar practice, but they also see clients and sell products virtually. You can also choose whether you want to hand craft your products yourself, or outsource manufacturing. We are fortunate to live in a time where technology has given us so many options, regardless of budget and resources.
You have a starting point and then you can progress as things change in your business. In the beginning stages of your business, you might be on a budget crunch. This is the time to focus on marketing efforts that don’t cost much money up front, but instead cost you time and require creativity.
These are strategies like content marketing, social media marketing, email marketing, public relations, or referral marketing. As revenue comes in and your budget increases, you can start investing money into your marketing, either into paid advertising or staff to help you implement the other stuff.
How online sales have affected professional skin care sales
One of the biggest struggles that I know both health coaches and aestheticians deal with is the fact that products that were once marketed exclusively to professionals who would retail them to their clients are now available directly to consumers online or in big box stores.
Many people don’t realize that licensed aestheticians and other wellness practitioners who work in a spa or wellness center are required to sell products, in addition to providing services. It’s not that they’re trying to push something off on you that you don’t need. Instead, the products are ones that have been chosen based on the custom treatment you just received, and are meant to help you continue to see results at home.
Some customers don’t understand what the difference is between getting products from an aesthetician versus online. Ideally, the aesthetician has provided the client with ingredient and product education, which is also a service, for which the aesthetician should be compensated. Product competition is a really big problem for practitioners these days because when clients do buy them directly online, it really does cut into their profit.
One way around that is to offer products that clients can only get from you.
This is one of the reason why so many aestheticians and health coaches who work with skincare clients now choose to offer their own signature skin care line or custom skin care products.
This transforms the skin care into a service with a higher perceived value than a regular product that can be bought anywhere for the lowest price. Anytime something becomes a service rather than a product, it also becomes more exclusive. When a perceived value of a product comes with a service, plus the a connection between the client and the practitioner, that builds brand loyalty. Cultivating brand loyalty is absolutely something that you should prioritize as part of your marketing strategy.
Marketing your skin care line is about understanding yourself, your product, and your client–and connecting them all.
Once that connection is made, then you have to focus on messaging. It’s your responsibility to find a way to tell your customer who you are, what you offer, and how it will make their life better that in a way that they are able to receive and then take action on. It really is that simple! I’m not going to lie and say it’s easy, but it can be that simple.
The biggest gem I want you to take away from this lesson today is that you can’t be afraid of marketing, and you can’t think it’s a bad thing. So many people think marketing is sleazy–and yes, some forms of marketing are. There are some marketers who teach that a brand should make people feel bad about their skin, and then position their product as the only solution. That’s just not how I like to market. It doesn’t feel good to me. There are many different marketing trends that are more positive and authentic, which is what I strive to accomplish.
The truth is that marketing your skin care line is just about speaking to people as people.
If you are truthful about what you do, who you are, what you offer, and genuinely how it helps, then you don’t have to have the “pain points” and the “clickbait” and all of that.
What I want you to do now is think about how you personally like to be marketed to. When you’re shopping for a product, and you’re reading copy online, or you’re listening to a commercial, what makes you feel good that you want to buy that product or service? What makes you feel yucky and makes you click away or turn the page?
When it comes to marketing your skin care line, start with really being clear about who you are, who you help, how and why. Then think about what words, colors, images, and sounds will effectively communicate that feeling in a way that feels good for you; and that feels good for your client in a way that makes them take action.
Don’t be shy about asking for the sale!
It doesn’t really help you to put warm and fuzzy skin care vibes out there, but then not ask for the sale. The truth is that if your ideal customer goes searching for someone like you, but somebody else is doing a better job of getting themselves in front of them, then that’s who gets the sale.
If you have any questions or are having issues with marketing, or you’ve made peace with marketing and things are good, I would love to hear your experience in the comments below. Please feel free to share!
By the way, skincare and wellness marketing is something that I teach extensively in my online Create Your Skincare Professional Edition course.
Our next class starts soon! It is a wonderful community of skin care entrepreneurs who are working practitioners learning to create their own wonderful custom skin care offerings and small batch brands. I would love to have you as part of that if this is something that is resonating with you! So come on over to Create Your Skincare Professional Edition. I hope to see you in class.
That was me asking for the sale, by the way 🙂
I’ll be back tomorrow with the next lesson in our free Back to School, Back to Business series! Be sure to subscribe for push notifications so you get notified on your desktop as soon as it’s live! Just click on the red bell on the bottom right of your computer screen.