Finding Your 'Why' and How It Can Help in Marketing your Business

If you listen to our LashBase Podcast, you'll know that Episode 18 was all about understanding your WHY. Whether you are a lash artist, trainer, salon owner, or are thinking about your next move, your WHY is the one constant that will guide you toward fulfillment.

We think this is a great topic, as it's all about mindset! Finding your WHY and getting in the right mindset can provide you with some great tactical hacks to ensure you have a full diary of clients. So, we thought we would go into a bit more detail in today’s blog post on how to find your why and how you can use your WHY to market your lash business with intent.

So how do you find your WHY?

You need to ask yourself the question: Why do I do what I do?

Are you a lash artist because you like to make people feel and look good? Do you get satisfaction from helping others? If you have a genuine passion for lashes and you took your pay check out of the equation, would you still enjoy your job? If the answer is yes then that is your WHY. Always ask yourself WHY. Keep asking yourself questions, WHY are you a lash artist? What do you want to achieve? What do you want to gain? WHY are you on social media?

If you love the skill of lashing, or love helping others through training and have a passion then you can work your business correctly to make money from it.

How to market your business

So you've found your WHY now you need to market your business. You can do this through both online and offline marketing. Understanding WHY you are doing what you are doing when it comes to marketing is so important for your lash business.

Offline Marketing

So let's start with offline marketing, this can be something like distributing flyers and business cards in your local area. However, the most important form of offline marketing is word of mouth and customer service. A great way to do this is to find one client and do a set of lashes on them for free. If you give them a great experience and something they will remember they will then be more likely to go and tell others and recommend you. This will then lead to more clients, just from recommendations. If you use offline marketing effectively you can build a full diary of clients just from word of mouth and good customer service.

Online Marketing

Online marketing covers areas such as social media and email marketing. Today, the two main social media platforms you can use to market your business are Instagram and Facebook. But when your deciding which platform to focus on you first need to look at where your clients are coming from. Did they come through Facebook or Instagram?

For example, if your current clients have mostly come from Facebook, then something you are doing on Facebook is working and that is where most of your clients go. You need to look at the average age of your clients, what are they interested in, sometimes Facebook can be more effective than Instagram. Understanding the type of customer you attract will then help you understand how to market your business, so put your focus on where you are going to get your results.


A few basic must-haves for Facebook are to make sure you include a link to your website and a link to make a booking. Unfortunately, organic reach is nonexistent, so you will need to pay to reach your clients. The great thing about Facebook is that you can type all your client's attributes (age, location, interests, etc) into Facebook when you are choosing to boost an ad.

But you don't have to go down the route of paying. A great organic way to reach people is through Facebook groups. So join local Facebook groups and get involved in conversations so people in the local area start to know who you are. Or you can create your own Facebook group, and add your current clients, this way you can update them on when you have spaces, or you can post videos on aftercare and answer any questions. Not only are your clients more likely to see your posts, but this is a great way to keep in touch and build relationships.


If your clients come from Instagram then make more use of this platform. Make sure you have set up a business profile, and that your profile photo is either a picture of you or your logo. Make sure to state what it is that you do, include your contact details and the services that you offer. Including your location is key as this is how people will find you and know if you are local to them.

Remember Instagram is a visual app and people want to be drawn in. So many sure to be consistent with your content, upload amazing lash photos with good lighting and engage on the platform. Comment on other peoples posts, if your aim is to gain lash clients then you need to stop interacting with lash artists and focus on engaging with people in your local area.

We also have two podcast episodes completely dedicated to Instagram, which you can listen to here:

Email Marketing

Last but not least, email marketing is also a great tool. You should have a list of your client's email addresses, so put it to use. If they have agreed (in writing) that they are happy to receive emails then you can put together an email about your availability on treatment discounts/offers and send it out to the whole database. You can use sites such as Mail Chimp to do this, make sure to include a good subject line so people are more inclined to open your email. Email marketing can be so successful for your business and it's so easy!

We hope all of these tips have helped you and got you thinking about your WHY and WHY it is you do what you do. Remember it takes hard work, patience and time to market and grow your business so keep going and don't give up.

We hope you enjoyed reading this post, get in touch with us on Instagram @LashBase_UK and tell us what's your WHY.