Mentioned Resources:

• Free Promo Checklist – A step-by-step guide to planning promotions with clarity

• Booked Solid Framework – Learn dozens of ways to get clients without ads or panic promos

Promotions don’t fail because you’re bad at business.
They fail because most estheticians are taught to run them from panic instead of planning.

In this episode, Allyson kicks off a 4-part February series all about promotions and breaks down why most promos flop, what clients actually respond to, and how to stop using discounts as a last-ditch rescue plan. If you’ve ever launched a promo, refreshed your booking app, and… nothing happened, this episode will change how you think about promotions forever.

Most estheticians only run promotions when they’re stressed, behind, or panicking about money. That energy carries into the promo and clients can feel it. Promotions created from urgency instead of intention rarely convert.

Posting a promotion once and expecting immediate bookings isn’t realistic. Clients need time to see it, process it, and decide. Promotions need warm-up, repetition, and clarity to work.

Over-explaining prices
Apologizing for your offer
Discounting out of fear
Adding bonuses you didn’t plan for

All of this signals uncertainty and clients don’t buy confidently from uncertainty.

You don’t see someone else’s audience size, pricing strategy, consistency, systems, or reputation. What worked for them may not fit your business, your life, or your clients. Alignment matters more than trends.

Discounts don’t create desire.
They only speed up decisions for people who already wanted the service.

When discounts become your default, clients learn to wait instead of commit.

Promotions are not emergency money plans.
They are decision shortcuts.

They help:
• Interested clients decide now
• Clients feel aligned and ready
• Reduce decision fatigue

A good promotion meets clients where they already are instead of forcing urgency.

Clients aren’t buying facials, waxes, or packages.
They’re buying:
• Confidence
• Relief
• Consistency
• Feeling prepared
• Feeling taken care of

If your promotion doesn’t speak to how someone wants to feel, it misses the mark.

Do not create a promo out of panic
Do not discount just because bookings feel slow
Do not rush to “fix” your business overnight

Clarity always comes before creation.

Instead of judging past promos, ask:
• Why did I create it?
• What problem was I trying to solve?
• Did it actually solve that problem?
• What did it teach me?

Promotions are data, not a verdict on your business.

• ⁠Free Promo Checklist⁠ – A step-by-step guide to planning promotions with clarity

⁠• Booked Solid Framework ⁠– Learn dozens of ways to get clients without ads or panic promos

Next week in this series, we’ll cover how to choose the right promotions for your business, not just what sounds good or looks trendy.

If this episode helped you rethink promotions, share it with another esthetician who’s tired of throwing discounts at slow weeks. And don’t forget to subscribe so you don’t miss the rest of the February promo series 💗