You ever been to a K-Pop concert? BTS, Black Pink maybe?
People are crammed into the arena. Normies cheering up. Others chugging pink Fantas. A random fan crying around the corner. Flashes everywhere.
This is the beauty industry. Lots of competition. Lots of cluelessness.
Very little space, but no one is doing anything either.
If you play your cards right. Know what move to make. And when to make it.
You will hit an epic homerun.
You know why?
Because the beauty industry is stuffed with MONEY.
And this is your guide to eating out most of that cake.
Why A Crowded Market Is Where You Want To Be
People get jolted when they hear the word saturated.
Like you pronounced their Hamster dead.
But if you look up close.
Red oceans are awesome. There is money there.
Exactly what we want.
(Blue oceans are often dormant, like your high school WhatsApp group)
I am not saying you can’t make money in blue oceans, I am saying red ones already have money.
So how to swim in a red ocean full of sharks?
The formula is simple:
You stick to the cores.
You tinker with the edges.
You swing hard enough.
Boom you have made it to paradise.
Let’s put this into concrete principles.
Rule #1 Look Nice - Be Nice
By default. Beauty is visual. And that means your image makes or breaks your business.
How dare you claim you make people more beautiful when you failed to look beautiful yourself? (For some reason opticians have a pass on this rule, they all wear glasses)
That’s good news. Because it’s straightforward.
Flaunt eye-popping aesthetics of your product or service.
Spend top dollar on your visual presentation.
An alluring color match, cool logo, elegant typography. Breath catching product photos. Go to Miami beach and find some hot models.
It doesn’t mean you need to start with a tolkien-sized budget. Or find a Qatari Sheikh to fund your venture.
You just need to spend every dollar wisely. Not haphazardly.
Marketers love to call this your BrAnDiNg - but it’s a lame concept so we rather not to.
Branding .. Done Right
Diverging from the beauty niche for a sec.
Think of McDonalds. Think of Nike. Think of Boss.
What pops up? Exactly. Each of these is closely associated with one notion or offer.
McDonalds >>> I love it.
Nike >>> Just do it.
Boss >>> Be your own Boss.
Branding is something special you are known for in your area.
Easiest way to brand a message? Start blasting it everywhere.
On your socials. Website. Emails. Store. Merch. Products. Even your peaceful fax.
Let it seep through the minds of your audience.
Elect for a unique offer and make it as a second thought when someone mentions your business.
Want to learn how to create rock solid offers? Check out our piece.
Laser-Focusing On A Sub-Niche
Jack of all trades, master of none.
Don’t be that dude.
Specialization works.
Beauty is a gargantuan field. So you are better served dominating a specific corner and expanding your empire. Than starting out brashly trying to master everything at once.
Beauty Salon? Great, you specialize in nails, hair, or lashes?
Hair Salon? Great, what hair type you excel at? expert at coloring, cutting, Or extension.
Cosmetics? Great, for what part? Lips, brows, skin?
The narrower your area of expertise the more focused you are and the easier for you to sell yourself as an expert.
Easy ticket to gain customer trust. And establish credibility.
Worth a shot.
How To Address A Sophisticated Audience
People buy by emotions. Justify by actions.
This is a rule.
Hence buyers remorse is a thing.
So even if you are talking to a solution-aware audience.
Sell the need. Because people purchase stuff they need (or they think they do).
Why do they NEED your product.
And why exactly should they pick you.
Ideally your product or service should put them in a high mood. Dispatching them to La La Land.
A grave error is to start copying everyone else and use the corporate wordsalad in your messaging.
In other words, most businesses fail the BAR test when it comes to addressing customers. Have no clue what that is? Check this 3 min piece out.
The BAR test is simply — Can you say this to a friend in a BAR. If it’s human language then good. If it’s robotic language then ditch it.
That is it! You are now fully armed to battle in a fierce business and stack piles of cash. Start implementing these and watch the zeros add up on your bank account.
Talk soon,
P.S. Want your beauty business to make more money? Let's Talk.
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