This blog is about a project I have been working on for a while which is the editing/rewriting/updating/revamping/republishing of my 2013 book, The Heart of Esthetics: Creating Loyal Clients & Creating Financial Success.
I announced I was working on this project several months ago fully intending it to take only a couple of months to complete. Since that announcement, I have been regularly contacted by Estheticians asking me when they can expect the 2021 version to be available. Well, it is definitely taking longer than expected. The pandemic certainly didn't help...but there's more. Let me explain:
In my own defense, here’s the back story…
I have been a licensed Esthetician in the State of California since 1990. I have been an NCEA Certified Esthetician since 2008. I wrote the original “The Heart of Esthetics: Creating Loyal Clients & Achieving Financial Success” book 8 years ago. I love that book and it is by far my most successful contribution to the world of Esthetics. In fact, The Heart of Esthetics book was listed in the top “Best Short-Read Financial Success Books” a few years ago. On that list, my book was just below a rather famous personality as you will see in the photo below. As you can imagine, I am very proud of this book.
However, since I wrote the original book, so much has changed in the field of Esthetics, which those of you who have been around as long as I have will surely confirm. Because the original book still gets purchased and I still receive wonderful messages from Estheticians, I knew it was crucial that I update the book. The 2013 book is still relevant, of course, however there is just so much more info available now, so the 2021 version will be even more helpful to Estheticians.
My editing process included combining information from my 2019 online course (also named The Heart of Esthetics) which is based on the book but with much more detail and many new elements added. Even since I launched the online course in 2019, the ever-evolving field of Esthetics keeps changing, so there continues to be additional info to include in the new version of the book.
Ultimately the editing of this book became one big, confusing jigsaw puzzle, with pieces continually coming from various sources. My take-away from this experience is that this revamping process is more difficult and more time-consuming than it was to write the original book from scratch.
One of the main stumbling blocks to putting the pieces of this puzzle together is that it requires me to listen to myself over and over again as I go through the online course and decide what to include in the 2021 book, what's already in the original book, etc. (Have you ever had to listen to yourself for what feels like hundreds of times?! It’s torture!)
Further tortuous is reading through the original book over and over again as I decide what to keep, what needs editing, and what is no longer needed at all. It’s not that I don’t love the information in the original book – because I really do! It’s just that in addition to the original writing of this book in 2013, I have gone on to write articles based on the book, I have given presentations at trade shows based upon the book, and I have quoted from the book here, there and everywhere. (In other words, I’m sick of hearing myself!)
That said, nothing in my 21 year esthetics career makes me happier than contributing in some way to helping Estheticians create their dream esthetics business. And I know this new and improved version of The Heart of Esthetics book, written for Solo Estheticians, Esthetics businesses and spas, will do just that.
My goal is to finish the 2021 version of The Heart of Esthetics: Creating Loyal Clients & Achieving Financial Success book by the end of October. But for now, let me give you a sneak peek at what I am working on today:
NOTE: This chapter goes into great detail about the importance of first determining your demographic and your brand before deciding on marketing strategies; however, in this example, I am providing just a few small excerpts with the target market being COLLEGE AGE.
Selling Treatments….or Creating Loyal Clients?
Have you ever heard the term “cast a wide net and hope you catch something”? That is exactly what most Estheticians are doing as they try to market themselves. They are spending too much money trying random marketing tactics, without knowing if those strategies are working.
A better strategy is what I call “measureable marketing,” which is the opposite of casting a wide net and hoping you catch something. In other words, if you cannot track a marketing strategy’s success, then don’t use it.
Offering discounted services may bring bodies in your door, but once the discounted price is gone, so will those clients be. Instead, choose marketing strategies that will serve the goal of creating long-term, loyal clients; clients who will make and keep regular appointments and will purchase retail products from you. Treat them well, for at any moment, we are only one mistake away from losing them to another Esthetician.
DEFINING YOUR TARGET MARKET
Before choosing a marketing strategy, you must research and carefully consider your demographic and determine where your desired clientele gets their information. Do not be afraid to think outside the box a little.
KNOW YOUR BRAND
Marketing your business without first defining your brand, your image, and your target market rarely works, and in fact is a big mistake and a monumental waste of money. Before embarking on a marketing campaign, you must determine who you want to be.
How do you want to be identified? For example, do you want to be trendy, feminine, masculine, clinical, tranquil, cosmopolitan, European, metrosexual, millennial? Once that’s been decided, then your marketing strategies should always further your brand.
In my opinion, this is an enormous untapped market for both male and female youth. And by “youth” I am referring to high school/college age, although the advice here could technically apply for any age. I developed a lucrative business based upon the children of my clients, as they grew up and moved on to high school and college.
A common issue for this age group is acne which is often a result of fluctuating hormones. Of course, Estheticians cannot balance the hormones, but we can address the acne topically. However, if the acne of a higher grade, we must refer out to a dermatologist or hormone specialist.
When environmental aspects are the culprit, there is much Estheticians can do to help. For example, I have seen Acne Mechanica appear on the forehead due to the wearing of baseball caps. This can be a simple fix utilizing the Esthetician’s knowledge to teach proper skin care and provide high-quality products and written protocols. That is exactly what I did and it worked very well for me.
The College Dorm Kit
When this age group left for college, they took with them a selection of products and written instructions curated by me to address their specific skin care concerns. I called it “The College Dorm Skin Care Kit.”
I made it extremely easy for the college students to replenish their skin care products by dealing directly with me. To do that, I kept mom or dad’s credit card on file and with their permission, I would replenish their college-aged children’s skin care products as needed. The college student could simply send me an email and I would package up their products, charge mom or dad’s credit card, and ship it out.
Because they were getting their products from me, Mom or Dad knew their children were always using the best products that chosen specific to fit the needs of their child.
Stay tuned for more blogs containing excerpts from The Heart of Esthetics: Creating Loyal Clients & Achieving Financial Success.