AULA 01 - Posicionamento de público

Summary

In this course, Larissa, an expert esthetician and business strategist, shares how estheticians can increase their revenue by working smarter, not harder. Focusing on sales and marketing rather than just technical skills, Larissa teaches how to effectively use Instagram and Facebook to attract clients and build a reliable sales system. The course guides participants through positioning themselves as specialists, creating engaging content, and leveraging paid ads to reach their ideal audience. With actionable steps and proven strategies, Larissa helps estheticians transform their clinics into profitable businesses.

Takeaways

• 😀 Focus on working intelligently, not just hard. Success in aesthetics is about smart efforts, particularly in how you sell your services.
• 😀 The key to being a successful esthetician isn't just acquiring new techniques, but mastering how to sell and market your services.
• 😀 Traditional methods, like relying solely on word-of-mouth or constantly learning new techniques, are not sustainable for long-term growth.
• 😀 To become a 'millionaire esthetician', invest in marketing and management courses, not just technical ones. Marketing is key to attracting and retaining clients.
• 😀 Embrace selling your services with confidence. Don’t shy away from offering your expertise; your work transforms lives and deserves recognition.
• 😀 Diversify your client acquisition channels. Relying solely on referrals or organic methods like word-of-mouth leaves your business vulnerable and unpredictable.
• 😀 Create a predictable and sustainable system for attracting clients by mastering social media platforms like Instagram and Facebook.
• 😀 Your Instagram should reflect your expertise clearly. Be intentional about what you showcase—define and highlight your specialty through clear messaging and visuals.
• 😀 Make your Instagram profile a filter to attract ideal clients. Clearly communicate your area of expertise through highlights and a focused message.
• 😀 Use Stories strategically to create a daily connection with potential clients. Share content that demonstrates your authority and expertise, rather than irrelevant personal content.
• 😀 Don’t be afraid to reuse content. You don’t need new clients every day to generate engaging stories—recycle and repurpose content while ensuring it's visually fresh.

Q & A

What is the main focus of the course described in the transcript?

The course focuses on helping estheticians increase their clinic revenue by teaching them how to market and sell their services more effectively, using tools like Instagram and Facebook to attract clients and grow their businesses.

How does the course aim to change the mindset of estheticians?

The course aims to shift the mindset from working harder (through acquiring new techniques or equipment) to working smarter, by focusing on how to sell effectively and market services strategically to attract consistent clients.

What is the primary reason estheticians struggle to grow their businesses, according to the course?

Estheticians often struggle because they rely too much on word-of-mouth and new techniques, without understanding the importance of consistent marketing, sales, and creating a predictable flow of clients.

What does the course say about the relationship between estheticians and selling their services?

The course highlights that many estheticians feel uncomfortable selling their services due to a fear of being perceived as pushy or unprofessional, but it emphasizes that selling is crucial for building a successful business and should be done with confidence.

Why is social media, specifically Instagram and Facebook, emphasized in the course?

Social media, particularly Instagram and Facebook, is emphasized because it is a cost-effective and efficient way to reach potential clients, create targeted marketing campaigns, and track results. These platforms allow estheticians to attract a steady stream of clients every day.

What role does Instagram play in the course's marketing strategy?

Instagram is used to showcase the esthetician’s expertise and services, particularly through visual content, testimonials, and stories that connect with potential clients. It's also used to filter and attract the right type of clients by highlighting the esthetician's specialty.

What is meant by 'organizing your Instagram profile' for a successful sales strategy?

Organizing your Instagram profile involves clarifying your specialty (e.g., facial treatments, body procedures, etc.), making your expertise evident, and structuring your content (like highlights and messaging) to align with what you want to be recognized for by your potential clients.

What kind of content should estheticians share in their Instagram Stories?

Estheticians should share content that highlights their expertise and the results they achieve for clients, such as showcasing before-and-after results, demonstrating treatments, and sharing daily activities in their clinic that align with their services, while avoiding irrelevant personal content.

How can estheticians leverage existing clients for marketing content?

Estheticians can use existing clients as models for content by offering discounted or free services in exchange for photos or videos of the treatments. This content can be used for before-and-after shots, testimonials, or demonstrations on Instagram and other platforms.

What does the course suggest estheticians should focus on to become 'millionaire estheticians'?

To become a 'millionaire esthetician,' the course suggests that estheticians should focus on consistent client acquisition through smart marketing, clear specialization in a particular service, creating valuable content, and offering high-ticket services that provide greater revenue potential than basic treatments.