💬 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!

💌 Episode Summary:

In this quick episode of Marketing Mondays, Allyson shares how email — yes, email! — is one of the most underrated booking tools for solo estheticians.
If you’ve been relying on Instagram’s algorithm to fill your books, this episode will help you build a system that quietly runs in the background and keeps clients coming back.

• Why email still works (and why it’s better than chasing the algorithm)

• 3 types of emails every esthetician should send

  1. Monthly newsletters → simple, personal, and consistent

  2. Aftercare follow-ups → increase rebooking + product sales

  3. Birthday or reactivation emails → bring clients back who’ve gone MIA

• A 5-email rebooking sequence to automatically follow up when clients don’t rebook

• How to set it up in under an hour with free tools like MailerLite, Flowdesk, or Gmail templates

• Why “done is better than perfect” when it comes to email marketing

“Social media scrolls by in seconds. But email sits in their inbox — waiting to be opened, clicked, and acted on.”

1. Write one monthly newsletter this week — even if it’s just 3 lines + your booking link.

2. Create one aftercare follow-up email for your most popular service.

3. Add client emails to a simple Google Form or your booking system.

4. Optional: build your 5-day rebooking sequence to run automatically.

💬 Episode Summary

Running your esthetician business part-time? This episode is for you. Allyson shares how to create full-time results in part-time hours — without burnout or guilt. Learn how to define success for your current season, focus on the tasks that actually move the needle, and build systems that keep your business running even when you’re off the clock.

Whether you’re balancing family, school, or another job, you’ll walk away with a clear plan to grow intentionally and confidently right where you are.

• How to define success for your current season (and stop comparing your journey to others)

• The three “needle movers” that matter most for part-time growth

• Why systems are essential when you can’t work full-time hours

• How to stay consistent and visible without feeling overwhelmed

• What realistic growth looks like when you’re balancing business + life

  Links and resources

  • 📺 Free Class: ⁠How to Get Fully Booked Without Losing Your Mind⁠

    Fully Booked Bundle: ⁠The booked solid bundle ⁠

  • 💕 Join the Community:⁠ Estheticians in Business Facebook Group⁠

  • 📲 Follow on Instagram: ⁠@estheticiansinbusiness⁠

1️⃣ Shift Your Expectations
Your timeline isn’t behind — it’s just different. Define what success looks like right now for you: income, clients, flexibility, or peace.

2️⃣ Focus on Needle Movers
• Retention — rebook during consult, during service, and before checkout.
• Visibility — stay consistently visible where your clients are.
• Systems — automate tasks that repeat and eat your time.

3️⃣ Let Systems Work While You Rest
Your booking app, reminders, and templates should keep your business running even when you’re not.

4️⃣ Be Intentionally Present
When it’s work time, work. When it’s family time, unplug. You can’t do everything — but you can do the right things.

“Part-time doesn’t mean less serious — it means more intentional.”

“You can’t do everything, but you can do the right things.”

“If you only work part-time hours, your systems need to be working full-time.”

1. Redefine success for this season.

2. Pick 3 needle-moving tasks to focus on this week.

3. Set up one automation that saves you time.

4. Celebrate one small win — even if it’s just rebooking one client.

Write down what success looks like for you in this current season.
Is it $3K months, 15 loyal clients, or more time with your family?
Then share your answer with me on Instagram — tag @estheticiansinbusiness so I can cheer you on!

• What to Do When You Feel Defeated After Weeks Without Clients
• How to Take Your Esthetician Business Seriously from Day One
• Marketing Systems That Save You Time (and Still Bring in Clients)

• 📺 Free Class: How to Get Fully Booked Without Losing Your Mind

  Fully Booked Bundle: The booked solid bundle

• 💕 Join the Community: Estheticians in Business Facebook Group

• 📲 Follow on Instagram: @estheticiansinbusiness

📋 Episode Summary:

In this quick but powerful Marketing Monday, Allyson breaks down how to create a local marketing loop — a simple system that helps you stay visible in your town without relying on social media. From partnerships to referral cards, this episode shows you how to turn your local community into a consistent source of referrals, awareness, and rebookings.

If social media feels overwhelming, this is the offline strategy you’ve been missing.

• Why local marketing still works — even in the digital age

• How to build a marketing loop with anchor partners like salons, gyms, boutiques, etc.

• Ideas for referral cards, QR menus, and leave-behinds that actually get used

• How to contribute before you sell (gift baskets, samples, giveaway bundles)

• A simple quarterly routine to keep your local visibility strong all year

• What to track to see which partners are actually helping your business grow

• A simple script you can use when reaching out to potential collaborators

You don’t have to go viral — you just need to be visible.

1. Identify 3 potential local partners (gyms, stylists, realtors, etc.)

2. Create one small branded leave-behind (referral card, QR menu, sample box)

3. Reach out with the script in this episode and schedule your first local marketing drop-off!

If you’ve gone weeks without clients and started to question everything — this episode is for you. Allyson gets real about what to do when business feels slow, motivation dips, and doubt starts creeping in.

She shares a personal story about getting sick, missing work, and realizing that the systems she built kept her business running even while she rested. Then, she walks you through a simple step-by-step reset to help you get back into momentum when you feel stuck.

You’ll walk away with clarity, confidence, and a plan to start moving the needle again — even in a dry season.

💡 What You’ll Learn

• The truth about slow seasons (and why they don’t mean you’re failing)

• How to do a quick 10-minute business audit to spot what’s really wrong

• Ways to reconnect with clients and rebuild relationships without sounding desperate

• How to rebuild your confidence and energy when motivation is low

• Simple, aligned actions that reignite momentum

  🔗 Links & Resources

  • 📺 Watch the free training: How to Get Fully Booked Without Losing Your Mind → [Webinar link]

  • 💕 Join the Facebook community: [Estheticians in Business Facebook Group]

  • 📲 Follow on Instagram: @estheticiansinbusiness

Description:

No fancy funnels. No trending audio. No editing apps.
One of the most powerful, underrated marketing strategies?
Talking to your clients during their service.

This week on Marketing Monday, I’m breaking down how client conversations can lead to upgrades, product sales, rebooking—and an extra $1,000/month without posting a thing.

• Why the easiest sales happen on the table

• How to offer upgrades naturally—without sounding pushy

• Verbiage to use during skin analysis, waxing, nails, and more

• How free or discounted add-ons can turn into full-price bookings

• The mindset shift that turns casual convos into consistent revenue

1. Use the Time You Already Have
   → You’re already with them for 30–90 minutes. Use that time to share solutions and support their goals.

2. Educate as You Go
   → “Have you ever tried dermaplaning?”
   → “This jelly mask helps reduce redness—want to try it today?”

3. Not Ready to Charge? Start with a Freebie
   → Offer a free or discounted upgrade to get them hooked—and let it become a repeat service.

4. Normalize the Add-On Conversation
   → Speak from care: “I noticed a few ingrowns—LED could really help with that. Want to add it on today?”

5. Small Upgrades = Big Results
   → 2 upgrades/day at $25 each = $1,000/month in extra income
   → Plus, it increases retention when clients love what they experience

🎯 Pick one add-on, product, or rebooking opportunity to talk about this week.
Bring it up naturally—during their skin analysis, nail prep, wax, or consultation.
No pressure. Just share what you see and how you can help.

If this episode gave you a confidence boost, tag me @estheticiansinbusiness or share it with another estie who needs to hear it! The simplest marketing strategy is already in your room—you just have to speak up 💬✨

Links mentioned

• Free training: Fully booked without losing your mind → [Webinar link]

• Join the Facebook community → [Group link]

  Instagram link

• Estheticians in Business course and bundle → [Course link]

Feeling overwhelmed by all the advice and still not sure what to do first? In this episode Allyson breaks down the true starting point for taking your business seriously. No fluff. Just the simple steps that move the needle.

• How to find your breakeven and set a real income target

• Why clear policies signal professionalism and protect your time

• How to build a simple marketing rhythm you can stick to

• The mindset shift that turns a hobby into a business

1. Know your numbers

• Calculate your monthly breakeven for rent, bills, products

• Add your desired personal income to set a clear target

• Make it math, not mystery

1. Set and enforce policies

• Clients respect what you respect

• Use policies to protect your schedule and client experience

• If something bothers you once badly, set a policy. If it irritates you twice, set a policy

1. Create a marketing rhythm

• Pick one or two consistent channels you can maintain

• Think systems that run even when life gets busy

• Referrals, loyalty, partnerships, vendor events, weekly emails

1. Make the mindset shift

• Treat yourself like a business owner

• Ask if a choice builds a sustainable business that lasts

• Hobbies spend money. Businesses make money

• 00:00 Welcome and why this topic matters

• 02:20 Honest pep talk about self doubt and caring enough to improve

• 05:35 What a serious business actually does

• 09:50 Working in pockets of time and stacking small wins

• 10:45 Step 1: Know your numbers with a simple example

• 13:25 Step 2: Policies that protect your business

• 17:05 How to enforce policies and keep client experience high

• 18:55 Step 3: Build a repeatable marketing rhythm

• 22:35 Step 4: The mindset shift from hoping to building

• 24:20 Putting it all together and real student example

• 26:10 Resources and ways to get support

• List every monthly business expense. Total it for your breakeven

• Choose one income goal for the month. Add it on top

• Write or update three core policies. Publish them on your site and booking app

• Pick two marketing actions you will repeat every week

“Make it mathematical, not magical. Hobbies spend money. Businesses make money.”

If this episode helped you, share it with a fellow esthetician and tag @estheticiansinbusiness so Allyson can cheer you on. 💗

Think your next 10 clients are on Instagram? They might be—but they also might be at the local farmer’s market, bridal show, or brewery pop-up this weekend.

In this week’s Marketing Monday episode, we’re talking all about vendor events and why they’re one of the most underused yet powerful tools for solo estheticians looking to build relationships, boost visibility, and collect real leads.

• Why vendor events still work (even if you're not selling anything on the spot)

• The difference between sales-focused booths vs. lead-generation booths

• What to bring, how to show up, and what makes people actually stop at your table

• How to run a simple giveaway or spin wheel that gets people excited

• Real examples of offers you can use (that are low-cost for you but high-value to them)

1. Simple Setup
   → A small table, banner or sign, and a welcoming vibe.
   (Pro tip: Skip the chair if you tend to hide behind the table.)

2. Can’t-Resist Offer
   → A free giveaway or spin wheel with options like “Free brow wax,” “LED add-on,” or “$10 off your first facial.”

3. Lead Collection System
   → Clipboards (so multiple people can sign up at once), or a Google Form with a QR code. Keep it quick and easy.

4. Your Presence Is the Point
   → You don’t need fancy demos or full consultations—just say:
   “Hey! I’m a local esthetician. I specialize in [insert focus], and I’d love to help you with [insert common concern].”

🎯 Find one vendor event or local market happening this month. Reach out, book a spot, and make a simple plan using the tips from this episode.

If this episode gave you the confidence to finally try vendor events—tag @estheticiansinbusiness or DM me your setup plans! I’ll cheer you on and give you feedback if you need help prepping. You don’t have to do it alone 💕

Talked about links:

Bundle

Listener Question:
“I’ve been solo for a year but barely making enough to cover rent and bills. I don’t know if it’s my prices, the economy, or my marketing. I need help.”

Allyson unpacks why year one can feel like survival mode and shows you how to diagnose the real issue. You will learn how to check your pricing, simplify your marketing, and build retention so your calendar and cash flow stop riding the roller coaster.

• How to tell if pricing is the real problem

• A simple way to run breakeven so your prices pay the bills and you

• Why random posting is not marketing, and what to do instead

• How to get found locally and rebook the clients you already have

• Why the economy is not your ceiling, and how to pivot with purpose

• A 4-step action plan you can apply this week

0:00 Welcome and today’s listener question
2:05 Year-one reality check and why “being in the red” can be normal
4:40 Pricing audit 101 and the $5 lesson
8:30 Marketing that actually moves bookings
13:20 Local visibility, partnerships, referrals, and rebooking
17:10 The economy, positioning, and communicating value
21:00 Your 4-step action plan and quick wins

• Price for profit, not vibes. Know your breakeven, then add your income goal.

• Consistency beats complexity. Pick one or two channels and show up there.

• Retention is revenue. Rebook during consult, during service, and before checkout.

• Control the controllables. Skills, outreach, offers, follow-ups, and client experience are in your hands.

If a $95 service becomes $100 and you see 10 clients a week:
$100 × 10 × 4 = $4,000 vs. $95 × 10 × 4 = $3,800.
That is about $200 more each month without adding hours.

1. Audit pricing

   • List monthly business costs to keep the doors open.

   • Add your monthly pay goal.

   • Adjust service prices so the math works on paper and in practice.

2. Choose 1–2 marketing plays

   • Local Facebook groups, referral cards, and one aligned partnership.

3. Build retention

   • Normalize rebooking. Add a simple loyalty perk. Schedule weekly follow-ups.

4. Work the plan

   • Track new clients, rebooks, and revenue weekly. Improve one small thing each week.

• “Marketing is not being everywhere. It is being consistent in the right places.”

• “Your clients pay for your skill, your results, and how you make them feel.”

• “The economy is real, but it is not your ceiling. Pivot and position.”

• Coaching-call bonus for pay-in-full students is available until October 3. Details in the episode.

Got a question for the pod? Send Allyson a DM on Instagram and it might be featured in a future episode. @estheticiansinbusiess

Description:

Referrals are still one of the most powerful ways to build a booked-out solo business—but only if your clients know how to refer you. This week on Marketing Mondays, I’m walking you through how to use referral cards and conversations that feel natural, non-cringey, and actually bring in new clients.

Whether you’re shy about asking for referrals or just need a system that doesn’t feel awkward, this episode gives you the exact wording, tools, and simple systems to make it happen.

• How to casually talk about referrals without sounding salesy

• Verbiage you can use at the end of every appointment

• Why simple referral cards work (and what to include on them)

• How to use a QR code + Google Form to track referrals

• Why repetition is key—people need to hear it over and over again

1. Make it part of every service
   → Hand them a referral card like it’s normal: “If you have any friends like you—I’d love to meet them!”

2. Lower the pressure with humor
   → Try: “This is kinda awkward but I made these referral cards and I know you have friends who’d love this too.”

3. Use a Google Form with a QR code
   → Put it in a cute frame in your room, and say: “If anyone comes to mind, scan this and fill it out—it takes 30 seconds.”

4. Ask in the moment
   → If they mention a friend: “Omg, write her name down! I’ll follow up and let her know you sent her.”

5. Repeat it often—don’t assume they’ll remember
   → Talk about your referral program in services, stories, emails, and follow-ups.

🎯 Choose one way to bring referrals into your business this week:
✓ Create a simple referral card
✓ Print a QR code that links to a Google Form
✓ Try the new verbiage at checkout
✓ Add your referral program to your next client email

If this episode helped you feel more confident asking for referrals, tag me @estheticiansinbusiness and share it with another estie who needs it! Let’s help each other grow 💕