💬 Episode Summary
When you talk to everyone, no one listens.
In this episode, Allyson breaks down how to figure out exactly who your ideal client is — and why it’s one of the most powerful things you can do for your beauty business.
Whether you’re an esthetician, lash artist, brow specialist, waxer, or makeup artist, this episode will help you stop guessing and start attracting clients who truly align with your skills, services, and personality.
If your marketing feels like it’s not clicking, this is the reset you’ve been needing.
Why “anyone with skin” isn’t a marketing plan
How to identify your ideal client through your favorite existing clients
How to uncover the motives that drive people to book with you
How to align your marketing with their values and lifestyle
The best places to actually find your ideal clients
How to use their exact words in your content
The three questions that simplify your entire marketing strategy
1️⃣ Start with who you already love working with
Your ideal client might already be sitting in your treatment chair.
Write down what your favorite clients have in common — the services they book, how they act, and how they make you feel.
2️⃣ Motives > Demographics
It’s not about age or gender. It’s about why they book with you — confidence, glow, convenience, or transformation.
3️⃣ Align with their lifestyle
Your dream clients share your rhythm — whether that’s luxury, holistic, or high-tech.
4️⃣ Go where they are
Wellness spaces, bridal groups, Google, social media, and local events — be intentional about where you show up.
5️⃣ Speak their language
Listen to what clients actually say:
“My skin looks tired.”
“I hate shaving.”
“I just want to feel confident.”
Use those phrases in your captions and services.
6️⃣ Get specific, not exclusive
Speak clearly to one person at a time. When the right people see themselves in your message, they’ll book.
7️⃣ Refine over time
The more clarity you gain, the easier pricing, marketing, and rebooking become.
Write down your three favorite clients and figure out what they have in common.
That’s your person.
Talk directly to her this week — in your content, your offers, and your conversations.
If you can answer these three questions clearly, you’ve nailed your niche:
1️⃣ Who do I help?
2️⃣ What do I help them with?
3️⃣ How do I make their life or confidence better?
📺 Free Class: How to Get Fully Booked Without Losing Your Mind
💕 Join the Community: Estheticians in Business Facebook Group
📲 Follow on Instagram: @estheticiansinbusiness
The book: The Pumpkin Plan
Tag me on Instagram and tell me:
✨ Who’s your ideal client?
✨ What makes them amazing to work with?
I’ll share a few of my favorites this week on stories!