Brow Artist Marketing in 2023-2024

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1. Background

This article draws upon interviews with 32 artists who climbed the ranks to become the best-earning artists in their respective regions within just 24 months after completing Powder Brows training. A significant factor in their success was their ability to market, self-promote, and brand themselves effectively. We will discuss some common misconceptions that many new artists often hold and misconceptions that many of our interviewed artists initially had as well. We've compiled suggestions based on areas with strong agreement among the artists.

Most of the artists who participated in this research are from EU countries and the UK, with five artists from the US. Notably, there were no significant differences in the advice given based on the artists' geographic locations. The shared advice, right down to the details, was remarkably consistent regardless of region.

Furthermore, we've incorporated data from a separate research project involving 331 clients. Over 200 of these clients had initially turned down procedures with other artists before finally booking with their chosen artists. Through a web-based survey, we aimed to understand the logic behind their decisions. Like the artists, the clients showed very little variation in their reasoning based on geographic location.

In summary, both artists and clients from different parts of the world have strikingly similar views on what makes an artist successful in the PMU industry. This article aims to offer guidance based on this valuable collective insight.

2. Scarcity vs. Moving Fast

The Pitfalls of Fake Scarcity in Marketing

Many emerging artists attempt to leverage the principle of scarcity to suggest that their services are in high demand, encouraging clients to book quickly. Common tactics include mentioning a "full calendar" for procedures or the "last available seat" for events. However, this approach often backfires for two main reasons.

Firstly, if an artist claims to be fully booked to create an impression of high demand, this should naturally be backed by quantifiable results, such as increased portfolio pictures or financial turnover. If the artist claims to be busy but shows no evidence of this in their portfolio or financial statements, the strategy clearly isn't sustainable.

The Self-Destructive Consequences

An even more critical issue relates to limiting one's own business growth. Artists who employ this tactic can find themselves in a double bind when faced with organic demand. They either have to admit that they actually have available slots or risk offering fewer opportunities to clients, pushing appointments into the distant future.

For instance, if a prospective client asks for an appointment, the artist who has claimed to have a full calendar or aims to create a sense of scarcity might offer very limited options, often pushing the appointment weeks or months out.

No Evidence of Effectiveness for New Artists

There's no solid evidence to suggest that these scarcity tactics are effective for newcomers in the field. Among the clients surveyed, very few found these claims believable. Over 86% of clients labeled such strategies as "highly doubtful." Most agreed that this kind of approach might work for internationally recognized artists but is not convincing when used by local artists who are just starting out.

3. The Power of Moving Fast

An attractive woman on the left and a handsome man answering a phone call with a headset on the right.

Quick and Concrete Responses are Key

Based on feedback from artists and clients, strategies that can be grouped under the concept of "moving fast" have proven highly effective. This begins with prompt, straightforward responses to incoming queries. When clients reach out for a service, they are often at the bottom of the sales funnel, meaning they don't need additional persuasion or long, detailed responses. What they do want are precise details about pricing and availability. Lengthy explanations should only be given when requested explicitly by the client.

The Importance of Speed: Quick Replies and the Role of Assistants

Many artists have emphasized the importance of speed in responding to incoming inquiries. There's no benefit in deliberately delaying a response to avoid appearing "too eager" or "idle." Such tactics often serve as rationalizations for artists who haven't figured out how to manage incoming queries efficiently. If you're an artist who's busy with other tasks and receiving daily inquiries, your first investment should probably be hiring someone to handle these immediate responses.

From the client's perspective, receiving a response from an artist's "assistant is no issue," especially when they're ready to decide and want to move quickly to relieve the mental burden of choosing an artist. From the artist's viewpoint, there are two scenarios: either maximize the chance of making a sale by providing quick, concrete offers to the client or devise some convoluted rationalization for why that wouldn't work.

4. Spying That Leads to Differentiation

A picture of a woman with a hood and eyeglasses, a reflection of a computer code on left, and an attractive woman smiling on the right.

The Pitfalls of Mimicking International Artists

Many novice artists entertain the notion that mimicking the branding, image, and overall approach of internationally recognized artists will work to their advantage. This tactic can be beneficial, but only up to a point. The key reason is that international artists typically operate under entirely different conditions and have significantly more experience. While keeping tabs on the feeds of these artists may offer proper marketing and photo ideas, it often provides only half of the solution.

Unlocking Real Competitive Advantage

Imitating renowned artists can be fruitful only if it leads to a meaningful differentiation in your services. Artists worldwide follow international figures in the industry, aspiring to emulate their success. But turning that inspiration into a unique selling point is where many fall short.

For instance, copying how an international artist presents photos of their work may seem like a good idea, but it's unlikely to sway potential clients. However, digging deeper into what sets many international artists apart often involves innovating an existing Powder Brows style and rebranding it under a new name. The key is not to replicate their work and use the same branding. Instead, understand the underlying principles they've used to set themselves apart and apply them locally. If they've improved a brow style and coined a new term, there's no reason you can't do the same in your practice.

5. Overcoming Mental Barriers

Self-Imposed Limitations

Often, the only constraints an aspiring artist faces are mental ones, stemming from a lack of confidence to develop a "signature style" or to present themselves as "the best" in specific services. These mental barriers are self-imposed and hinder the artist's progress. In reality, bolder moves are often the only effective way to stand out. If you notice that most of your competitors are mimicking international artists and few are establishing their own unique style, then that's precisely what you should aim to do.

Breaking the Cycle of Mediocrity

If your peers achieve average results by doing the same thing, there's no reason to believe you'd fare differently by following suit. Repeating the same actions without substantial progress is a formula for stagnation. To break free from this cycle, be courageous enough to differentiate yourself in a way that makes you incomparable to local competitors. This approach opens up a real opportunity for success.

Ditching Self-Sabotage

Be wary of the rationalization mechanisms that can trick you into thinking you're not ready for bold differentiation. This mindset is a grave error that usually leads to further rationalization and limits your potential. You'll never honestly know what you can achieve until you put it to the test in the real world.

6. High Volume or High Quality - Both

An attractive woman on the left smiling, and a woman in working clothes looking up with a proud face with large machines in the background on the right.

Different Philosophies in Content Production

The third key element for success in the PMU industry, specifically in Powder Brows, is related to sales and marketing through content production. Artists hold varying views on this matter. A smaller group advocates for constant content production, emphasizing quantity over quality. These artists often operate on platforms like TikTok, where this strategy can be effective. However, current data indicates that significant platforms like Instagram will remain essential marketing channels for Powder Brows services.

The Pitfall of Low-Quality Content The organic reach has significantly diminished with the recent algorithm updates in 2023 on Meta platforms, such as Instagram and Facebook. Given this change, posting subpar content's little to no benefit. Such posts are largely ignored by the platform and result in negligible impact. A feed filled with low-quality images will, over time, work against the artist. Whether you post average content at peak times or use popular hashtags, the outcome remains unchanged: it neither generates inbound business nor enhances the artist's reputation. Unlike before, when even mediocre posts could garner attention, the landscape has changed. The bottom line is that low-quality content is not just ignored; it can actually damage the quality of an artist's social media presence.

High-Quality Content Defined

Most artists can identify high-quality content when asked. It's content that's interesting, engaging, and valuable to the audience. Digging deeper, one crucial feature of valuable content is its ability to solve problems for the target demographic. While the limited space for captions may not allow for solving significant issues, it does enable you to "pluck the low-hanging fruit," as many marketers have pointed out.

Maximizing Caption Space for Problem-Solving

Every post on Facebook and Instagram offers a chance to tackle a small issue your target customers face. That's why using the available caption space for this purpose is essential. On Instagram, you have up to 2,200 characters with spaces and can also create compelling videos or carousel posts. Producing such content will take more time and effort; there's no shortcut. For those in the Powder Brows industry, relying on AI like Chat GPT to craft such intricate captions is a long shot, making it challenging for many artists.

Generating High-Quality Content is Challenging

Creating top-notch content takes a lot of time. Many seasoned artists admit to spending hours on just one post. Plus, posting this kind of content doesn't usually result in immediate benefits. One long-term solution is mastering the art of copywriting for your posts and outsourcing the visual design to save time. However, the ideas for the content should still come from the artist. Hiring a specialized agency to generate ideas probably won't be cost-effective unless you're among the top artists in the field.

Consistently Producing High-Quality Content is Even More Difficult

Understanding the difficulty of creating high-quality content, you can only imagine how hard it is to do so consistently. Artists who've managed to break through often describe the initial content creation period as painful, sometimes lasting three to six months. For instance, one artist said, "For the first half-year, it felt like I was crafting posts only for myself to read!" Others have called the process "free, unpaid work for the public" or said it brings "no immediate advantage."

Given the ever-changing algorithms on social media platforms, it seems the task will only get harder. But there's a silver lining: it's so challenging that few are doing it well. Your local market might not have "aggressive content creators" posting quality content multiple times a week. While it's risky to rely on this, you could take advantage of it while it lasts or, even better, become the one who is actively creating and posting quality content.

The Unexpected Benefits of Regular High-Quality Content

The most significant gains from consistently creating and publishing high-quality content aren't what you'd expect. Interviews with successful artists reveal that the benefits aren't immediate but rather part of a long-term strategy. First, a feed full of valuable content becomes more appealing. When potential clients come across it, they're more likely to follow or spend time reading posts that could solve their problems. This slowly but surely increases incoming business.

The second benefit is tied to the artist's personal development. Producing top-notch content requires research, reading, self-training, and deep thinking about the field. This effort elevates the artist's skill level, making them more professional, whether that's the primary aim or not.

7. Conclusions

To succeed as a budding artist in the Powder Brows industry, discarding ineffective strategies and shifting your focus is essential. Ditch scarcity-based marketing tactics like the "full calendar strategy," which offers clients distant future appointments. Successful artists stress the importance of quickly responding to client inquiries and providing immediate, near-future appointment options with clear pricing. This is often called the "move fast" strategy.

Imitating world-renowned artists can be helpful, but only to a point. The real key is to not just copy their end results - like how they photograph their work- but to understand and replicate the underlying mechanics that make them unique. For instance, you should aim to create your own signature style of Powder Brows. This distinctive approach is what sets you apart from local competitors.

Lastly, many successful artists attribute their achievements to consistently producing high-quality content. While this can be a challenging and time-consuming endeavor, those who stick with it gain a dual advantage: they improve their skills and create social media feeds that become a steady source of new business over time.

Brow Artist Marketing in 2023-2024

"Dealing with the sales and marketing landscape for the Powder Brows business and the broader Permanent Makeup (PMU) field in 2023-2024 is challenging. Most artists agree: the easy fixes have all been exhausted, leaving only hard work as the path forward."

1. Background

2. Scarcity vs. Moving Fast