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"Fake it Until You Make it" in brow business

Dec 28, 2023, Update: Dec 28, 2023, author: Powderbrows.com / Holistic PMU
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"Is "Faking It Until Making It" essential in the brow business? Absolutely, but it's not about fluff or deception. It's about being strategic and knowing when and which tools to use to enhance your skills and offerings. This article is here to provide practical suggestions and insights on navigating this approach effectively in the competitive world of brow artistry."

1. Background


Many aspiring artists have pondered whether it's acceptable to embrace the "fake it til you make it" approach. In simpler words, they're wondering to what extent it's alright to present their brow brand as more impressive and grand than its current reality. In this article, we're taking a completely factual approach to this question, backed by analyses involving over 200 starting artists and more than 1430 clients who've undergone Powder Brows, Hairstrokes, and microblading procedures.

2. Reseach and findings


The Real Query: Who Really Cares? 

Here's a surprising fact we discovered: the true concern isn't how much one bluffs about their past experience, meeting schedules, and client satisfaction. It's about who's actually paying attention to these claims. While most budding artists discuss the ethical considerations of appearing "larger than life" and whether that's acceptable, they often forget a crucial truth. When an artist is just starting out, there are only a handful of people genuinely interested in hearing about their journey. What do we mean by this? Let's dive deeper into the topic.

Initial Average Following of Target Demographics: 1-500 People Our research indicates that most artists begin with a following of less than 1,000 people from the desired target audience. In fact, in many instances, this number is as low as 0-500 people initially. It's important to distinguish this from their overall follower count. This figure represents the portion of their social media presence that pertains to followers within the target demographic, primarily women aged 25-34 years and, to a slightly lesser extent, women aged 35-44 years and 18-24 years.

Modest Initial Reach 

Upon examining the organic reach on platforms like Meta (formerly Facebook) and Google for artist websites, an interesting observation emerges. Despite their efforts to generate engagement through posts, the organic reach tends to encompass only around 10-30 people from the target demographic for each post.

Furthermore, even individuals with seemingly substantial initial followings encounter a similar challenge. As we've showcased through the Fake Follower Posts by our powderbrows.com team, a significant portion of these followers often don't align with the demographic, geographic, or psychographic criteria necessary to be categorized as "potential clients."

We Often Overestimate the Attention We Receive 

In simpler terms, this means that despite attaching great importance to everything related to our careers, personalities, and services as Powder Brows, Hairstrokes, or Microblading artists, the reality is that most of our posts are likely to be scrutinized and assessed for "bluff" or "faking before making" by only one person - ourselves. In other words, the reach is often so limited that we can express almost anything without it becoming an enduring truth etched into the annals of history. At best, we might attract some criticism from competitors, but more often than not, even that level of engagement is close to non-existent. Essentially, it's not very different from the conversations we have with ourselves while standing in front of a mirror in the privacy of our homes.

3. What not to do


However, it's crucial to recognize that we can exacerbate the situation by resorting to direct falsehoods. Given the limited attention we receive, we should refrain from underestimating our potential to make things worse by blatantly lying. Such lies can become part of an artist's social media history and damage their reputation. Here are examples of statements that aren't part of the "faking it until you make it" strategy but constitute direct lies to customers.

False claims about a full calendar 

Some novice artists mistakenly believe that claiming a full schedule will create a sense of scarcity among potential customers. Even if their posts reach a substantial portion of the target audience, our research shows that only 14-18% of those people find the statement "believable." This is usually because they suspect the artist is bending the truth by reserving only a few slots for the new procedure, which could easily be filled. Almost no one believes there's extraordinary demand without clear evidence. Conclusion: Do not lie about your calendar being full. You don't have to advertise that you have numerous available slots, but do not fabricate claims.

False statements about years of experience 

Some artists falsely inflate their credibility by exaggerating the number of years they've been active in the field. They may start counting their "brow artist experience" from the day they became interested in Powder Brows, Hairstrokes, or microblading, resulting in a fictitious number of years in terms of actual experience.

Experience is highly valued by potential clients, with over 76% preferring an artist with "proof of extensive experience" when two artists seem similar. Additionally, over 81% of potential clients prioritize "actual experience over expertise" when making a choice. What does this mean for novice artists? You should never fabricate the number of years spent "providing the service." There's a significant risk of being exposed sooner or later if you gain traction. Instead, avoid making any statements related to your "career age" and focus on highlighting your "extensive experience" in a truthful manner. When phrased correctly, this can be a powerful marketing tool without the need for dishonesty.

Purchasing fake followers 

A third option for engaging in straightforward deception is buying fake followers on platforms like Instagram or TikTok. While this may initially appear to be a good idea, the increasing availability of analytic tools makes it easy to uncover. Essentially, it's a way to delay the real issue of gaining traction and an attempt to deceive potential clients into believing you're popular.

However, fake followers contribute close to 0% natural engagement, which doesn't address the problem of genuinely attracting potential clients within your target demographics. In other words, you may purchase fake followers, but there's no one to showcase your account to. While a higher follower count may momentarily convince some clients of your popularity, in the long run, it rarely pays off because the account becomes ineffective for future marketing efforts.

4. Possible action plan


Waiting it out? Definitely Not! 

Of course, as we've explored in various articles, simply lounging around in your basement in sweatpants, binge-watching Netflix, or endlessly scrolling through social media isn't the solution either. When it comes to Powder Brows, Hairstrokes, Microblading, and the brow business in general, adopting a "faking it until making it" approach is an integral part of kickstarting one's career. However, it's important to do so in a savvy manner. Here are a couple of strategies that involve no deception.

Populate Your Feed 

For budding artists, having a limited number of photos on their social media feeds can inadvertently create an impression of inexperience among potential clients. Astonishingly, more than 62% of clients associate freshly created accounts with "lesser experience" and the early stages of a career. And frankly, we can't blame them. Clients can make such judgments when they easily scroll to the beginning of an artist's social media history.

The Solution? When setting up your account, make sure to post around 10-20 photos right off the bat. This preemptively addresses the need to explain the duration of your career. You won't need to provide detailed accounts of your start date or the number of procedures you've completed. While you should never fib if asked about it, constructing an account that minimizes client inquiries on this matter is entirely acceptable.

Align with Established Brow Brands 

If you've completed a course with a reputable brow brand, it's imperative to prominently showcase this affiliation. We've observed that having the endorsement of a well-known academy, indicated by the right to use their trademark, can enhance your credibility by more than 300% in the eyes of potential clients. They perceive it as a third-party validation of your skills, eliminating concerns about being a mere test subject for your services.

Another approach that many artists recommend as an alternative or supplement is "fabricating your inaugural employer."

If you lack a powerful brow academy or brand to endorse you as their top-tier artist, you can create one. It might sound audacious, but this is precisely how several renowned brow brands started. You can even visit a website like https://brandsnap.ai/ to generate a name. Utilize platforms like Squarespace, Wix, or WordPress to establish a website and brand name. Instead of another day of Netflix and endless scrolling, you'll be engaged in website creation and branding. Is this a case of "faking it until making it"?

Absolutely - it embodies the very essence of that concept. However, it's vital to never resort to outright lies when questioned! Many novice artists have narrated this situation with pride and enthusiasm. There's no reason to be ashamed of focusing on branding rather than passively waiting for success to materialize. Moreover, for those who don't inquire, associating with "brow brands" instantly elevates your stature, as verified by customer research. A remarkable 76% of potential clients regard artists "affiliated with brow academies and brands" as more authoritative and reliable.

5. Bold Growth Hacks


Capturing a Unicorn. One surefire way to amplify your presence and appear substantially larger is by capturing a unicorn. In this context, unicorns are influencers and strikingly attractive women who happen to have less-than-perfect brows. So why the name "unicorns"? Because they're as rare as the mythical creature itself in our daily lives. However, there have been instances where budding artists have managed to nab such individuals, and this feat can be likened to beautifying the brows of 30-50 of your "mom's friends," especially when the unicorn boasts a following of 30k or more within your demographics.

While reaching out to your mom's friends and relatives for discount campaigns is a strategy you should consider, keeping an eye out for unicorns is equally vital. Many new artists dedicate an hour each day to scrutinize the followers of potential influencers to determine whether they're genuine or "fake" unicorns. One thing you absolutely want to avoid is setting a trap for a unicorn with an impressive follower count, only to realize that the followers are predominantly male and based in Sao Paolo (unless that's your target audience).

Approaching a unicorn is an art form in itself - they've seen all sorts of approaches. The simplest way is to contact the target and offer them the procedure for free. A concise message explaining that you're a brow artist in search of a "perfect model" works wonders. If they tick all the boxes, you can propose a complementary procedure or inquire about the conditions under which they'd be interested. Many novice artists have noted that most often, they either receive no response or a polite and generic "on hold" message.

Nevertheless, on average, around 11% of cases yield unicorns who reply with a genuine interest in receiving a free procedure or negotiating the terms. That's progress! While some offers from unicorns might be extravagant (think USD 5000+), many successful deals have also been struck. The takeaway? The pinnacle of "faking it until you make it" is when a unicorn publicly declares on their account that they've chosen you for Powder Brows, Hairstrokes, or microblading. Ideally, you can secure this by offering the procedure and aftercare for free. Yet, in many instances, compensating the unicorn is necessary, and if the amount isn't exorbitant, it's an investment well worth making.

6. Conclusions


"Faking it until making it" is an essential aspect of initiating a career as a Powder Brows, Hairstrokes, or microblading artist. Disregarding this reality places individuals in a more challenging position, often resulting in passive waiting rather than proactive steps. The reason is that many others in the field are indeed employing this strategy to kickstart their careers, and for potential clients, distinguishing between genuine and exaggerated claims can be complex.

It's important to clarify that "faking it until making it" doesn't equate to dishonesty. While some artists opt for a simplistic approach of outright lying to customers, this approach is generally counterproductive and tends to overestimate the number of clients who genuinely believe such assertions. Common untruths within the brow business include fabricating a "fully booked calendar," misrepresenting one's career length, and resorting to buying fake followers for social media accounts.

Instead of resorting to falsehoods, a strategic approach to "faking it until making it" involves several considerations. First, bolster your online presence with a full feed of posts (adding 10-20 posts at the outset). Additionally, establishing affiliations with prominent brow brands and academies can boost credibility.

Considering that immediate recognition as a "master" by established academies might not be realistic, emulating the trajectory of successful artists to create your own academy is a viable alternative. Furthermore, while pursuing various marketing endeavors, actively seeking out "Unicorn models" - influencers with over 30k followers within your target demographic - can yield significant benefits. Vigilantly assessing the authenticity of such unicorns and pursuing them earnestly can greatly enhance your strategy.
 
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Comments
 
Erica
Thursday, Dec 28, 2023

I good easy to read article and I actually did make a very important conclusion because of that in my worklife. I really nave been holding myself back a lot and its time to go and get it. thank you!


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