Distinguishing oneself successfully, as an aesthetic practitioner, may come naturally to some but for those of us where it doesn’t, there is a method that can be replicated to near certainty: put simply, divide and conquer your target audience. Once you have partitioned your audience, these new sects will be looking for leadership–that’s where you come in. Modern day marketing and influence-building really are that simple! By supplementing the knowledge you already possess with an effective, straightforward guide to build influence, you’ll be well on your way. Now, let’s have a look at the four key steps to distinguishing yourself as an aesthetic practitioner:
Finding A Niche. This step is number one for a reason. Remember how I mentioned partitioning your audience earlier? Finding your niche is crucial for identifying the subgroups that you are most likely to attract, with an ultimate goal of shaping the identity of this group and its consumption habits. For example, at some point non-surgical cosmetics existed within the broader cosmetics group, until someone decided that these people needed their own sect. Nowadays we see more of this funnelling happening and even within subgroups–like the lip Kings and Queens of non-surgical cosmetics, or to go another step deeper, those focussed on natural lip results.
Drilling down to your core niche will help you distinguish yourself in two very important ways. First, it helps define who you are and what your sphere of influence is, just as you’ve done with your audience. A well-defined niche should be self-explanatory, thus making your marketing as organic as possible. Secondly, your niche will attract those who have long been grouped with others similar to them, but who have yearned for a community more focused on their (and your!) specific interest. And by helping to create this space, you will be well-positioned to lead and establish your authority.
Invariably the toughest part of finding this niche is finding it. But the most straightforward way I’ve found to approach it is by listing all the different types of clients you have and analyze some of their distinguishing features: treatment type, presentation or specific demographic are all great starting points. From there, choose one of those subgroups and ask yourself “how can I best serve them?” Oh, and if you’re afraid of alienating other existing clients, consider creating new social media accounts and patient facing platforms that demonstrate your new focus.
You’ll know that you’ve nailed your niche when your influence in the space begins to expand and your message begins to resonate with those whom you’ve attracted. You also now know where to focus the majority of your attention.
Creating A Pitch. Once you have discovered your niche, you’ll now need to communicate your value and vision to the group. Straightforward right? Actually, no. The challenge here is to succinctly state what you can do for your target audience, but with an eye for what distinguishes you from other practitioners vying for their attention. If you browse the Instagram bios of most aesthetic practitioners, you’ll find nothing that communicates how what they do is any different from the rest. In fact, without the photo, most profiles would come off exactly the same.
A good pitch combines what + how + who; for example:
What = under-eye enhancement
How = non-surgical
Who = people with puffy eyes