You know what you're good at, but explaining it in a way that makes people want to work with you? That's a different skill entirely. The right messaging can turn casual browsers into loyal clients, while confusing messaging sends people to your competitors.

Start With Their Perspective, Not Yours

Instead of leading with your qualifications or techniques, start with what your potential clients are experiencing. What brought them to look for someone like you?

Instead of: "I'm a certified aesthetic practitioner with 10 years of experience"

Try: "Tired of trying skincare products that promise results but never deliver? Let's create a treatment plan that actually works."

Speak to Feelings, Not Just Facts

People make emotional decisions and then justify them with logic. Your messaging should acknowledge both the practical and emotional aspects of what you offer.

Instead of: "Our facials improve skin texture and reduce fine lines"

Try: "Rediscover the confidence that comes with healthy, glowing skin"

Use Their Language

Pay attention to how your clients describe their concerns and goals. Use similar language in your messaging so they feel understood.

If clients say they want to "look refreshed," use that word instead of "rejuvenated." If they talk about wanting "simple routines," don't promote "comprehensive protocols."

Focus on Outcomes They Care About

What matters most to your clients? Looking younger? Feeling more confident? Having clearer skin? Saving time on their beauty routine? Lead with those outcomes.

Example: "Skip the 10-step skincare routine. Our treatments give you the glowing skin you want with zero daily maintenance."

Address Their Concerns Directly

Most people have hesitations about trying new treatments. Acknowledge these concerns in your messaging and explain how you address them.

Common concerns:

• Will it hurt?
• How long will results last?
• Is it worth the investment?
• Will it look natural?

Keep It Conversational

Write like you're talking to a friend, not delivering a presentation. Avoid industry jargon unless you immediately explain what it means for them.

The Test: Read your messaging out loud. Does it sound like something you'd actually say to someone? If it feels stiff or overly formal, simplify it.

Remember: Good messaging makes people feel understood and excited about working with you. If your current messaging isn't doing that, it's worth investing time to get it right.