Learning that not EVERYONE is your customer

One of the biggest mistakes I see time and again is hair and makeup artists trying to appeal to EVERYONE. Their marketing and social media is general and broad, appealing to everyone (but not anyone in particular).

When you’re first starting out, it can be easy to worry about getting as many clients as possible, building your portfolio and trying to hit the ground running. This though, is a scarcity mindset.

Surely having a really broad target market can only be a good thing can’t it? No, sorry to disappoint you but trying to be all things to all people generally leads to a constant battle to find more customers. 

And here’s why:

There are ALWAYS new brides-to-be, but not all of them will be yours to win. The first thing to do is to let go of worrying about clinching every enquiry you have.

When you try to appeal to all brides, you won’t specifically be appealing to anyone. Consider these questions:

  • Who is your marketing and social media aimed at?
  • What is their specific bridal need or problem you can solve?

For example, you may be great at a glam bridal look, but you are also fairly good at natural bridal. It’s likely that your bride will be looking for an MUA who specialises in glam bridal because that’s specifically what she wants, and she may look elsewhere. That’s not to say you can’t market multiple talents, but be careful how you position yourself. 

Seth Godin, author and marketer, said: “Everyone is not your customer is one of the basic principles of marketing” – and it’s super true.

You need to define customers wisely for your hair and makeup business. As you apply your new strategy, many of your previous hurdles will be overcome and you can target more precisely, as well as investing time and budget effectively.

Being specific really does work!

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