Why Clients Really Book: It’s Not the List of Services
I was walking past a flower shop delivery truck recently and stopped in my tracks.
The truck listed the usual categories:
• Weddings
• Sympathy
• Landscaping (love this one)
• Corporate
…and more.
But that’s not what caught my attention.
What made me pause and pull out my phone to snap a pic was the line printed right on the door:
👉 “Saving marriages since 2010.”
That one sentence said more than the bullet points ever could.
It instantly told a story. It hinted at transformation. It made me feel something.
Emotion > Features Every Time
That flower shop nailed what so many service providers miss: People don’t buy because of the list. They buy because of the feeling your offer gives them.
As an esthetician, it’s easy to focus your content on services, product lines, or protocols (and yes—those matter). But those aren’t usually what drives someone to finally book.
It’s the emotion behind what you do that turns a browser into a client.
You’re Selling More Than a Facial
✨ You’re not just offering a facial, you’re helping someone feel like themselves again after a stressful season.
✨ You’re not just removing hair, you’re giving someone the confidence to wear the outfit, take the trip, and show up fully.
✨ You’re not just selling skincare, you’re simplifying someone’s routine and helping them glow in their own skin.
That’s the story your content needs to tell.
What to Post Instead of Just a List
Before you post your next service spotlight or product feature, pause and ask:
Am I just listing features, or am I sharing a feeling?
That emotional connection is what builds trust, creates desire, and gets someone to walk into your treatment room—and keep coming back.
Want Support Turning Emotions Into Sales?
If you want your marketing to reflect the real value of what you do, not just the surface level details join The Esti Content Club or The Waxers Content Club.
Inside the member hub, I recommend starting with these two strategy call replays:
🎥 The Art of Selling Daily – Learn how to sell without sounding salesy (the additional resource bundle is gold).
🎥 Embracing Your Skincare Celeb Era – Step into your confidence and show up as the authority your clients are looking for.
Your clients are already craving what you offer. Let’s make sure your content helps them feel it.
If you’re ready to stop chasing and start creating again, ECC and WCC were built for exactly that.
Need more help with creating content? I’ve got you! Since 2021, I’ve been running the most trusted content and marketing membership for Estheticians and Waxers! To learn more, click the links. 👇
The Esti Content Club
For the facial-focused Esthetician who is tired af of stressing over their content and marketing! Esthetician templates, captions, Reel ideas, and so much more!
The Waxers Content Club
For the Waxer who is tired sooo over stressing over their content and marketing. Waxing templates, captions, Reel ideas, and so much more!
More Esthetician Content Tips!
