The Heart of EstheticsÂ
Course Curriculum 2023
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 THE FOUNDATION:
- The HEART of Esthetics
- The Professional Esthetician
- Passion & Vision
- Bonus: Obstacles
- Worksheet #1
CLIENT LOYALTY:
- Understanding Clients
- Client Development Plan (acquisition and retention)
- The Client Experience
- Worksheet #2
 PATH TO PROSPERITY:
- The Formula - 5 Steps
- “Retail-Only” Clients
- Menu of Services
- Uncomplicate your Menu
- Worksheet #3
 EFFECTIVE MARKETING:
- The First Impression
- Demographics (find your niche, customize & specialize)
- Marketing Strategies (if you can’t measure it, don’t waste money on it!)
- Marketing Out-of-the-Box
- Market Yourself (yes, it's necessary...but it can be so easy!)
- Worksheet #4Â
 OWNERSHIP & MANAGEMENT:
- Choosing and Using your Space
- Hiring Employees
- Retail Rocks!
- Legal Issues
- Worksheet #5
 NETWORKING:
- Online and Offline
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