Beauty Industry Mostly Ambivalent Toward Professional Headshots

I Was a Bit Surprised…

Over the last few months, I have run a marketing campaign targeted at different facets of the beauty industry, spas, plastic surgeons, etc. Having researched hundreds of sites from all over the country, I found the industry that is based on beauty was not doing very well at looking all that beautiful themselves. I found this very interesting. You would think, as a very basic marketing practice, a business or medical practice whose sole purpose is helping people look their very best would want to represent themselves by looking their very best. It seemed like a fantastic opportunity for my business, and theirs, to create headshots and branding images that showed off their services that allow them to stand above the competition.

Well, apparently not.

To my surprise, there was very little interest. I had a well thought out and put together campaign that included personalized emails, personalized hard copy “snail mail,” testimonials from past clients, and special discounts.

I tried to think of all the reasons why a business, especially in the beauty industry, would not want to look like top-notch professionals in their field:

• They do not want to allocate the time.
• They do not believe it is worth the investment.
• It will be too much of a hassle.
• The competition does not seem to care about their look, so why should they?
• They feel they are successful enough to not worry about a potential client’s point of view.

I think a lot of businesses, and people, get into a groove and unwittingly fall into complacency. And I get it. There is comfort in feeling business or life is just breezing along. You do not feel the need to do anything more than what has been working day in and day out. Steady state can feel comfortable, even if it is not optimal.

I thought seeing how many businesses and industries were negatively impacted during the pandemic would change people’s minds. It would alert people to how important it is to stay on top of their game so they could better weather some future similar event. If even just looking more professional and on the top of your game could sway additional customers and clients your way, would it not be worth the time and investment to put your business on a more solid footing?

All The Better For The Few Who Do Understand The Value!

The good news for those businesses in the beauty industry who see the value in looking like they practice what they preach is that they will stand out against those who do not. They will be some of the very few who have thought about their clients’ perspectives and taken an objective look at their business from the outside. They understand the connection between representing themselves with a professional, on-brand look and attracting more and better suited clients to their business.

Whether you are an individual freelancer, a business owner, or anything in between, you should regularly take a step outside of your business and view your presence as a potential client would. Not just your images and headshots, but the entirety of your message. You should always be looking for a better way to connect with your audience. If not, you may still be in business, but you are not doing business.

Rediscover how a professional headshot helps you to look better and attract your best clients. Setup a free 30-minute consultation today!

Citations

• Charles Cotugno Photography – Professional Headshots Maximize Your Marketing Efforts
• Charles Cotugno Photography – Keys To Attracting Your Best Clients
• Charles Cotugno Photography – Seattle Headshots
• Charles Cotugno Photography – Corporate Headshots.