table of contents

2.1: WHO IS YOUR IDEAL CLIENT?

2.2: YOUR SIGNATURE STYLE

2.3: YOUR MENU OF SERVICES

Pillar 2: Artistry

Accept early on that your services are not for everyone, but a select group of people.

Instead of advertising to a broad audience, narrow it down to find the perfect fits:


Where does your ideal client hang out? 
What are their goals? 
Their lifestyle? 
How old are they?
What is their budget?
What makes these people happy? 


Brainstorm your ideas and cater your content to these people.

For example, if your client is a 30-45 year old mother who enjoys Pilates and trying out local restaurants, go to local pilates studios Instagram's and trendy local restaurant's Instagram's and follow their following. 

Spend time in the places your ideal client would spend time. Leave your business cards. 

PRO TIP- On social media, geotag locations where you ideal clients would be. When I started my lash business, instead of constantly geotagging my lash studio, I would geotag the gyms, the nicest restaurants, church organizations, bars, clubs and trendy spots that women around my target age group would spend time at. 


2.1 Who is your ideal client?

This is a big one. This is how I personally stay booked year round. 

Do work that client's physically could not get anywhere else if they tried. 

Whether that's customizing your sets perfectly to suit your client's desires and eye shape, or doing work so clean it would be a noticeable downgrade to see anyone else. 

If the product you're offering isn't even comparable in their minds to other lash artists- they'll have no choice but to see you or not get lashes at all. 

This may be hard to work towards especially if you are starting out and are building your technical skills, but don't give up. 

Work to get to this point. 

Do market research into your area and see what it is you could offer people that they won't 

find anywhere else and watch your books stay full!


Before I started doing lashes, I worked at a super high end salon, assisting a celebrity stylist. Even tho his resume was full of A list actresses/singers, his consistent clients were the ones who needed their roots touched up every 4-6 weeks. His books were so full of this 35-65 year old clientele of women, his books were never open to receive new clients. These clients were his bread + butter. He would spend 15 minute applying their root touch up and then send them down to me to shampoo and apply toner. These women were paying $60 for a single process and he was cranking them out every 15 minutes. He was making a TON of money! 

When I started my lash business, I adopted his model and translated that concept with lashes. Women who NEED to have their lashes done every 2 weeks and don’t blink an eye about spending the money are women who LOVE my soft volume lash extensions. They workout daily, are involved with their children’s PTA and within their church/community. So basically, stay at home moms whose husbands make between $100,000 to over a million dollars a year. 

My signature lash style gives them the drama that they’re wanting, but doesn’t look like they’re trying too hard. The look is appropriate in the gym, at their kids school and going to church. This signature style ties in with your ideal client. So this one is super important! 

2.2 your signature style

What does your menu look like?

This may sound like a weird question, but believe it or not, your menu of services reflects who you are as an artist + business owner.

Offering lashes, hair, makeup, nails, body contouring, facials, teeth whitening + hair removal on your menu of services makes you look scattered and all over the place. And giving clients way too many options can cause them to get stressed out. Ever go to a restaurant that has every option in the world on the menu (Im looking at you Cheesecake Factory, LOL!) and you feel indecisive? You don’t want that at your studio. Make clients feel confident about their decision on choosing you out of everyone else.

When I was building my books, I ONLY DID LASHES. Even tho I was also a professional hair + makeup artist, I never included these services in my lash business. I only advertised + provided my hair and makeup services when I was working wedding parties on the weekends.

The one thing I kept hearing, when new clients would see me for the first time, is that they said they chose me out of all the other recommendations because I ONLY offered lashes. They felt like because of that, they could trust me more with their lashes. Even tho I was in the early stages of my business, I soon realized that keeping my business super niched made me stand out as an authority in my craft.

From 2012, when I started lashing, until now, I strictly only do lashes. When I expanded my solo business in 2019, and brought on other artists, it was then that I started letting clients know that brow shaping, tinting, laminations and derma planing was available to them to book.

Once you’re booked + busy with your regulars lash clients, if there happens to be some negative space in your day, its an easy up-sell to add a brow shaping or tinting at the end of their regular service. Even tho you may have had a last minute cancellation, you have several choices on what to up sell to the lash client you’re currently working on. I hope that made sense, LOL! Vox me if you need clarity.

REMEMBER - if you want to stand out as an AUTHORITY in your niche, become highly skilled in 1-2 things. Don’t be a Walmart of beauty services. Be a Chanel or Gucci.


2.3 your menu of services

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