Lash Expert Secrets Course
Lash Expert Secrets Course
WELCOME TO LASH EXPERT SECRETS - START HERE
And this is a major part of The Lash Expert Funnel!
In fact, of all the ways you can advertise your business right now, you will learn how to easily get before and after photo’s, testimonials from your clients and get your customers to share their incredible experiences at your lash studio right on their social media channels, month in and month out!
On top of that, you will learn how to use this social validation and referrals and multiply it using an automated email campaign that positions you as the Lash Expert in your area!
Alright! Now that we’ve covered these important concepts, I’m sure you’re excited to take the next step so lets take a look at the what the Lash Expert Funnel (or Customer Journey) looks like next.
Welcome to the 50,000 foot view of the Lash Expert Funnel!
From here on out you will be able see how all the pieces fit together as we go through them and most importantly WHY they are in this order.
We will also go over some of terminology and concepts that may be new to you as well. I want to make sure as you work your way through the program you understand what each term of concept means.
Below is a picture of what the Lash Expert Funnel looks like in action from start to finish.
We’re going to go through each piece and learn how it is the most simple, step by step system to generate an endless list of potential ideal clients. This system also works 24/7 365 days a year, even while you’re sleeping! And once you set it up, all you need to do is follow it.
I have laid out the entire system as an image so you can print it out or refer back to it anytime you want, especially while you are creating each step. You can continually keep referring back to it if something doesn’t make sense. Sometimes pictures make things easier to understand as well, I know they do for me!
Also, here is a list of words or concepts I’d like to introduce you to as well, so it makes sense as we go through the system. You can also refer back to this anytime you need:
Ideal Client: a long term client who you would love to work with who has certain characteristics like age, income, job, kids, etc… The more you can design your lash studio and its marketing to attract your ideal client the more successful you will be over the long term.
Your list: comprised of the names, email addresses and phone numbers of your current ideal clients or potential ideal clients who haven’t yet become paying customers. To grow your list of potential ideal clients is your number one marketing goal. Once a potential ideal client joins your list, your goal is to get them to know, like and trust you and to become the lash expert in their eyes. If you can achieve this, they will most likely become a paying client and refer their friends and family to you as well.
Traffic: different online avenues like Facebook, Instagram, Google, email lists, blogs, etc.. that contain groups of people and which some of these people will be your ideal clients. Traffic can also be cold, warm or hot. This refers to how well this group of people currently know, like and trust you. Cold traffic would be people that do not know you at all. Warm traffic would be people that know of you and your business a little bit. And hot traffic would be the people that absolutely know, like and trust you and are ready to be your paying customers. To them, you are the expert in their eyes, and they have seen enough social proof from your current clients and education to validate their thoughts about you.
Irresistible Offer: Something that your ideal clients can’t refuse. We will use this as our ad to catch our ideal client’s eye as they are scrolling through their social media. I recommend using “Lash Models Needed -FREE Set Of Lash Extensions Valued At $ X amount”. Part of our system is having lash models one day a month to practice new techniques on and by having this irresistible ad running we will attract a ton of interest and have a lot of potential ideal clients sign up to join our list to possibly be one of our lash models on a training day and eventually long term paying clients.
OTO or One Time Offer: This is an offer we give our ideal clients once they join our list. It truly is a one time offer you give a potential client for joining your list that must be used within a certain time frame. Typically 7-30 days from when you offer it. I have always used a $50 OFF a full set OTO as a strong incentive to get my new people who join my email list to take advantage of and become a long term client. I am able to do this because I price my full sets quite high in my area and can afford to do this and created my lash menu for this reason. You can however use whatever OTO you’d like. Examples can be a percent or dollar amount off a full set, free product or aftercare product with a full set, free brow shaping with a full set or whatever you choose to get your new person on your list to become a paying customer!
Traffic You Own: this is your list full of potential clients. The reason you “own” this traffic is, because once they are on your list, you can email or SMS anything you want, anytime you choose. And its completely free! The bigger your list, full of potential ideal clients, the more income you will make! Guaranteed!
Marketing Assets: Marketing Assets consist of Before and After photo's, Testimonials, Snap Shots of Social Proof and validation. These are extremely important assets to have in any business.
Most businesses spend a great amount of time and money to create these, but you will learn how to create them virtually for FREE!
You can now use these assets anywhere you want to position yourself as the Lash Expert in your area! You will use them in your ads, your landing page, in your emails to your list, your website and of course your own social media channels!
Please use this as your roadmap as you are building out your funnel.
Below is a copy of the Lash Expert Customer Journey for you to download and print out.
Please use this as your roadmap as you are building out your funnel as well. This will be the journey your lash models will take with the ultimate goal of having them as long term or life long paying clients. However, along their journey, they will assist your business in gathering marketing assets and allowing you to practice and hone your skills.
Below is a copy of the Lash Model Journey for you to download and print out.
Zero To Booked
Discover your IDEAL CLIENT, WHERE to find them and HOW to attract them effortlessly, 24/7/365 - even while you sleep!
Learn how to position yourself as the expert whether you're just starting out or want to own your own lash studio and have multiple lash artists working for you!
Ideal Client Workbook
This document will help you design your Ideal Client. By the time you’ve filled in the blanks, you’ll know exactly WHO your ideal client is, WHERE to find them and HOW to price your services accordingly. This may be one of THE most important steps you can perform in your business. Defining your ideal client determines the look and feel of your entire business and ultimately your success.
Ideal Client Pricing Assessment
Determine what your ideal client will pay for your services and what you should be charging in your area.
Client + Sales Numbers
In order to know where we are going you need to follow a system or road map. This worksheet will give you an accurate assessment of your potential sales per week and per month. It will also give you a great visual as to how many ideal clients you or your lash studio needs in order to be completely booked.
The Ultimate Lash Menu
Now that we have your ideal client, we want to create your lash menu designed specifically for them.
In this worksheet, we will go over pricing and strategy and what I believe to be the best pricing structure for long term success, in the lash industry.
- STEP 1
- STEP 2
- STEP 3
- STEP 4
- STEP 5
Congratulations on getting this far!
You now know exactly WHO your IDEAL CLIENT is, WHERE to find them, and how much to charge them for yourservices! You also know what IRRESISTABLE OFFER you’re going to use to attractthem effortlessly with your FREE SET OF LASH EXTENSIONS ad for your trainingdays! You’re nearly there!
Now all you need to do, isset up your Lash Expert funnel to create an endless stream of potential idealclients joining your list and then get them to KNOW, LIKE and TRUST you andeventually become long time or life long paying clients!
But now I’m sure your next question is probably what programs or technology do I use to create my LashExpert funnel?
Don’t worry! I’ve got youcovered and it’s way easier and simple than you’d think!
Before I get into the programs I have used over the years to create my funnel I want you to understand that Ihave created this system to be evergreen. That means depending on when you arereading this and creating your funnel, some of the programs may have changed ordon’t even exist any longer. This has definitely happened to me since I began myjourney in the lash industry, but there is always a way and typically many software’sor programs that fulfill the same purpose. (The good news is that you trulyonly need one program to do them all if you choose!)
At this point, this iswhere you may need to use some creativity and do a little research in order tofind what works for you. Please do not throw in towel at this stage of the gameif something doesn’t come together instantly. It will be well worth the smalllearning curve once you’ve put it together!
The really great news isthat as I am writing this, there is one software that can do all of it for youand I will share that shortly.
The second reason I havecreated this program to be evergreen is that many lash studios currently have awebsite or an email program they already use and love. So I want to be able toincorporate this program to be used by everyone, those starting out right fromscratch and those of you who have been in the industry for years, but arelooking for a way to grow your studio further and make things more efficient.
The first step in yourlash funnel is to create an ad with your IRRESISTABLE OFFER to stop yourpotential ideal client scrolling through Facebook or Instagram or whatever andclick!
At this point, I highly recommend you print out the Lash Expert Funnel or Customer Journey if you haven't already so you can reference back to it as we build each step out! This can be found in Lesson 3.
So here we go! Onto step 1, creating your ad!
Please find the Training Calendar located below. Please print the calendar and step by step directions for your reference. The download links can be found below.
The training calendar has been created to keep your training and marketing organized and simple to follow.
Gathering Social Proof
One of the most important parts of your marketing efforts using the Lash Expert Funnel is capturing social proof to use in your emails, social media channels and website. Social proof comes in a number of different forms from testimonials, before and after's, social shares and more.
Your job is to capture this proof and validation and use them to position yourself as the Lash Expert in your area. Here are just a couple examples (these are typical lash model posts examples):
Client Eye Styling Guide
Keep track of each and every clients lash style, natural lash profile, glue used, etc.. with this comprehensive client eye styling guide.
Eye Shapes + Lash Design Cheat Sheet
If you want to set yourself apart and become the expert in your area, you need to be able to create unique bespoke looks designed specifically for each and every client.
Learn what lash styles best suit each eye shape.
Lash Retention Secrets
If you’re goal is to have a successful lash business with long term or life long clients, coming every 2 to 3 weeks for infills, you absolutely need to have great lash retention.
Sometimes it's the smallest tweaks to your lashing routine that make all the difference!
Waiver + Client Consultation Profile
One of the most important parts of being a lash artist is doing a proper client consultation and learning what your client is looking for, medical conditions she may have and anything else you should know before you get started.
After Care Form
Customizable after care form to give your lash clients after each appointment defining the do's and don't's.
Drastically cut down post appointment issues after thoroughly going over the aftercare form with your client.
One of the best ways to save time in your lash studio is to automate certain tasks as much as possible. And any busy lash artist or beauty professional will tell you they spend a great deal of time booking appointments and rescheduling and messaging in general, so naturally we want to automate this as much as possible, but at the same time giving our clients a welcoming human touch as we do this.
I have found the best way to do this is to offer your clients the ability to book on your website or an app if it possible. Typically you can set up online scheduling through your website or an app for a small monthly fee. And I know no one likes spending more money, but it is money well spent. If it costs you, $20 to $50 or more a month, but saves you 10 to 20 hours a month in time or your receptionists time, is it worth it to you? If all you book is one extra fill a month or free yourself up to do one extra fill it more than pays for itself! It's a no brainer.
In the downloadable PDF, Salon Scripts, you will find a number of scripts that can be used to automate your social media channels, email and phone dialogue.
Over the years, I have tried to funnel my clients towards the online scheduling as much as possible to free up my front desk receptionist as much as possible (so she can help save me time with other things!) and this can definitely be done for the solo lash artist as well. Obviously, the less time you can spend on the phone or on social media, the more time you can spend working on your business or doing lashes!
Please download Salon Scripts below. Here's to you having more free time doing what you love!
1. Zero to Booked Overview
2. Lash Ladder Cheat Sheet
3. Lash Studio Funnel Cheat Sheet
4. Customer Satisfaction Policy
5. The Ultimate Lash Funnel