Finding a place within competitive markets is one of the biggest challenges any business faces. This can be a monumental difficulty even for businesses with marketing teams and ad budgets. With businesses being created and shuttered nearly constantly, how can solo professionals find their market within their local aesthetics economy? Finding one’s place in the aesthetics industry involves understanding your target market, tailoring your offerings, and effectively communicating your value proposition.
The solopreneur should attempt to define their ideal client profile by considering demographic factors, psychographic characteristics, and specific needs or pain points their clientele visit them for. Once a solopreneur knows who they are wanting to serve and how to serve them, the focus should then shift to clearly articulating the unique value the solopreneurship brings to its clientele. Special care should be taken to address how client problems are addressed, how their needs are fulfilled, or their experience compared to local competitors. In a market full of unique businesses, differentiation of one’s offerings is vital for the business’s future. Encourage satisfied clients to leave reviews on platforms like Google, Yelp, or your website. Positive reviews build trust and serve as social proof, helping potential clients choose the businesses services.
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Nichelle Mosley’s passion for aesthetics was born out of a desire to help others, after failing to find help for her own acne as a young adult. Licensed in 2015, she has worked in clinics, plastic surgery practices, dermatologists’ offices, and with family practitioners. She then opened her own clinic in 2017, Queen City Beauty Group + Wellness. She focuses on integrative aesthetics and holistic solutions to clients’ skin concerns. As a member of the International Association for Applied Corneotherapy, Mosley seeks whole-person solutions, while delivering results for clients. She is also the 2019 Skin Games Age Management Champion and 2018 Skin Games Acne Finalist.