The Secret to Attracting High-End Brides Who Don’t Question Your Rates
If you’re a bridal hair or makeup artist who is exhausted from trying to prove your high end pricing to potential brides, this blog post is for you. So often when bridal hair and makeup artist rely on social media as their primary source of booking without taking the time to market themselves as a high end, luxury service through other platforms, they find themselves drowning in casual DM’s with brides trying to justify why they charge what they charge. Without the necessary tools and strategies to effectively back up your experience, expertise, happy brides, and service offerings, you will constantly be over-extending yourself and being put in a position of convincing rather than attracting. Learn the secret on how you can attract high end brides that don’t question your rates.
The Problem
Here is the ultimate problem: You’re relying on showcasing your talent more than you are relying on your marketing, believing that videos and photos of your brides will justify a high investment for your work.
It is so important to showcase your work any chance you get, but if we are being honest, not every bride is going to understand the difference between luxury makeup and everyday makeup. Oftentimes they just see… makeup.. So although your videos and photos online may be grabbing the attention of a potential bride, they are not going to justify spending $500+ on a single service. It is your job to bridge the gap between discovering your work and educating your potential client enough to say “OH YES! She is the one!” without them having to send a single DM, saving you hours of time and bringing you high quality leads.
The Solution
The solution to this issue is simply the way you are marketing yourself online. Social media is definitely powerful, but we are talking about running a business and not just a social account. If your entire booking process begins and ends with a social media post and a basic linktree or inquiry form, they will not feel educated enough to inquire with you. Here are some practical steps you can take to attract brides who see the value in your service and are willing to pay your high end rates.
Number 01. First impressions matter!
So let’s say we have the discovery part down. You have wonderful content of your brides hair or makeup and they’re looking luxe! Let’s go from there. Where will they go next? They will click your profile and you will make a first impression. It is so important that we make a strong first impression that immediately showcases you as a highly credible, reputable, and experienced hair or makeup artist. Try something like “[your location]’s premier bridal hair and makeup artist, trusted by over 100 brides”. Something that brings credibility to your name on first impression - this is the first step in making your impression count and will prepare your potential bride to expect a high investment, because you are telling them you are experienced right off the bat.
Number 02. Create a clearly defined brand (niche)
Creating a brand is a game changer when it comes to attracting brides that don’t question your rates. Branding is not just a collection of colors, fonts, or logos - it is a clear direction that will align your client to a certain emotion, feeling, or niche.
One of my clients made her niche “bridal makeup for brides who want to feel like a Victoria’s Secret Model”. How did we create branding for this niche? We chose a color palette with black, white, and pink. We added a little rose into her logo to add to the femininity of her brand. This immediately aligned her brides that LOVED this style of makeup and it has allowed her to not only raise her rates, but book brides that don’t question her pricing. She can charge whatever she wants if it means her brides can get the look they have been dreaming of.
So ask yourself, do you have a brand that evokes a certain emotion, feeling, or niche? If not, it may be time to think it through and create a cohesive business that has the matching colors, fonts, and logos to help you stand out amongst the competitive field of bridal artists.
Number 03: Create a highly converting website that does more than just show your work.
I hear you, you have been booking your clients just fine on social media, but what does it cost you? Surely you didn’t invest all of your time, money, and education into your beauty business to be a social media influencer! To be a highly successful business owner, you will need to create a website that works for you while you continue perfecting your craft and becoming the best artist in the industry. That is where your focus should be, and both you and your clients will benefit from that focus.
So if we journey back to the client experience: they start off discovering your work, they check out your social media profile, they align with your brand, and then they click on your website. This is where you really get the client from “interested” to “ABSOLUTELY yes I don’t care how much it costs, where do I put a deposit down?!”.
Here is how your website can do this for you: It shows your potential bride who you are, who you serve, how long you have been serving them, how happy your brides are, how much your services are, and how to book with you. All of this information clearly displayed in one beautiful, easy to use space is going to save you so much time and energy justifying your premium rates.
Once your potential bride finds out how much experience you have in the field, how many goodies you include in your luxury bridal service, and how many glowing testimonials you have of happy brides - they will feel not only extremely informed on your service, but EXCITED to invest in an experience that they are CONFIDENT will make the most important day of their life a wonderful experience with a highly sought after, professional artist on their side.
Conclusion
So now is the time to ask yourself, do you have a clear direction on your business? Are you confident that you are attracting brides that are happy to pay your premium rates? Or are you stuck on the hamster wheel of social media trends and endless DM’s just hoping someone will like your work enough to book with you right then and there? It’s time to take control of your business and invest your time and energy into tools that make a difference.
Website in a Day for Hair & Makeup Artists
If you’re ready for the next step in your bridal hair and makeup artist journey, apply here to learn more about my Website in a Day offer. Get a five page website and new branding in one 9 to 5 day. It has never been easier to elevate your business!
Until next time,
Natalie Kauth
