Buyer types in the Beauty Industry

If your content isn’t attracting or converting as many clients as you’d like, the problem may not be your skills or services—it may be your messaging. Different types of buyers process decisions in different ways, and if your content only speaks to one type, you’re missing out on potential clients. Its all in your posting strategy!

To create a posting strategy that attracts, nurtures, and converts, you need to speak to all four buyer types. Understanding their mindset and decision-making process will help you craft content that resonates with each of them.

1. The Analytical Buyer (The Researcher)

This type of buyer makes decisions based on facts, data, and logic. They need to understand exactly why your service is valuable before making a decision.

How to reach them:

Share client testimonials and before-and-after results
Focus on clients return on inver
Screenshot the texts you receive from your clients and post them!
Explain the science or process behind your services (lash retention, skincare benefits, hair treatment effects, etc.)
Clearly outline pricing, policies, and expectations so they don’t have to search for it
Use data and industry insights to showcase your expertise

Example Content Idea:
A post explaining the benefits of a why you use specific products, including retention rates and ingredient breakdown, followed by a client testimonial about how long their lashes lasted because this explains the information they are likely searching for and provides social proof.

2. The Emotional Buyer (AMIABLE)

This buyer books based on trust, connection, and personal experience. They want to feel emotionally aligned with your brand before making a purchase.

How to reach them:

Share your personal journey and why you love what you do
Showcase the community aspect allow them to feel like they are a part of something bigger
Use storytelling in your captions to highlight client experiences
Show behind-the-scenes content to create a connection
Create posts that focus on transformation and confidence-building
Be very specific with your content but make sure you focus on objection handling

Example Content Idea:
A client success story about how hair extensions helped someone regain confidence after experiencing hair loss, including a heartfelt testimonial and a before-and-after photo. (I did this by sharing my “Why” story when I started out in the beauty industry I found joy in helping my mother feel better after her medical battle with multiple surgeries)

3. The Impulsive Buyer (The Driver Buyer)

This buyer makes fast decisions and is motivated by getting their questions answered, urgency, and limited-time opportunities. They don’t need much convincing—they just need to feel like they’re getting something exclusive that THEY WANT.

How to reach them:

Use urgency and scarcity in your content (limited spots, time-sensitive offers
Simplify the booking process with direct calls to action (BOOK NOW)
Show how your product will solve their problems
Highlight what they will get out of working with YOU

Example Content Idea:
A post announcing a last-minute opening, showcase the product or service solving an issue in a reel with a button that says (“Last Minute Opening BOOK NOW”)

4. The Skeptical Buyer (The Expressive)

This buyer is hesitant to book because they have concerns or past negative experiences. They need reassurance, credibility, and social proof before making a decision. They want to know more about the experience vs specific details.

How to reach them:

Address common objections in your content, such as concerns about damage, pricing, or results
Offer a satisfaction guarantee or clearly define expectations
Showcase social proof, including before-and-afters, testimonials, and client messages
Provide educational content to build trust and authority
Breakdown any good reviews in an emotion based way
Leverage the feel good factor

Example Content Idea:
A post debunking a common misconception, such as “Do lash extensions ruin your natural lashes?” followed by an expert explanation on proper application and aftercare and show them you care about them

Why Your Posting Strategy Should Include All Four Buyer Types

If your content only speaks to one type of buyer, you’re missing out on a large percentage of potential clients. A well-rounded posting strategy should include:

Social proof posts for the analytical buyer
Emotionally driven storytelling for the Amiable
Solve problems and action-oriented content for the driver buyer
Trust-building and objection-handling for the Expressive buyer

By diversifying your content to address each of these buyers, you create a marketing strategy that meets people where they are in their decision-making process.

The ELEVATEHER PROGRAM walks you through exactly how to structure your content for maximum conversion. If you’re ready to build a content strategy that speaks to every type of buyer, enroll today before the price increases.

social media marketing