Elevator pitch examples for estheticians
An elevator pitch fails when it describes the business instead of giving the listener a reason to ask a second question. These end somewhere the other person can pick up.
Ten of them follow, written for estheticians rather than filled in from a template. Your customer is someone who has had a bad reaction before and is nervous about trying again, and what they are weighing up before they get in touch is a bad reaction, and being upsold a course of treatments they did not need.
The one-liner
I am an esthetician in [your town] — I do facials and chemical peels for someone who has had a bad reaction before and is nervous about trying again.
Use this when you have one sentence and no idea who you are talking to.
Problem first
The thing people worry about with estheticians is a bad reaction, and being upsold a course of treatments they did not need. That is the part I deal with. I am an esthetician, and a consultation and a patch test come before any treatment.
Use this where the problem is instantly recognisable and the service is not.
Names who it is for
I work for someone who has had a bad reaction before and is nervous about trying again. Mostly facials and chemical peels. If that is not you, you probably know someone.
Use this at an event where most people are not your customer, to find the ones who are.
Credential first
I am a licensed esthetician. State licensed, with advanced certifications named rather than implied, and a sanitation standard you can see. I mostly do facials and chemical peels.
Use this in a room where qualification is the thing that buys attention.
The contrast
Most estheticians [what the default does]. I am the one that says no when a treatment is wrong for your skin. That is more or less the whole difference.
Use this when your market has a clear default and you are not it.
With a number in it
I am an esthetician — [number] years, [number] treatments, and I patch-test before anything active.
Use this when you have a real number. Do not invent one.
The origin
I started because a bad reaction, and being upsold a course of treatments they did not need was normal in this trade and it did not need to be. So that is the business: an esthetician where a consultation and a patch test come before any treatment.
Use this when the reason you started is short and true.
Ten seconds
Esthetician. Facials, mostly. [your town].
Use this when someone asks what you do and is already half-turned away.
Ends with the ask
I am an esthetician doing facials and chemical peels. If you ever hear someone say [the thing your customers say], that is me.
Use this when the point of the conversation is a referral, not a sale.
The warm version
[their question] — I am an esthetician. The part people usually ask about is saying no to a treatment that would damage someone’s skin.
Use this where the pitch would land badly and a conversation would not.
Writing for estheticians: what actually matters
What should an esthetician’s website say that a generic one does not?
Three things, in this order. That you are licensed and certified. That you understand the thing people are actually worried about, which for estheticians is a bad reaction, and being upsold a course of treatments they did not need. And what happens next: a skin consultation before any treatment is booked. Everything else on the page is decoration by comparison.
What does someone who has had a bad reaction before and is nervous about trying again check first?
The credential, then the proof. For estheticians it sounds like this. I patch-test before anything active. I tell you when a treatment is wrong for your skin. I name the products and actives I use. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on an esthetician’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "I start with a skin consultation before any treatment is booked" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining a bad reaction, and being upsold a course of treatments they did not need — there, specifics earn their length.
Everything else for estheticians
Elevator pitch for other trades
- Plumber
- Electrician
- HVAC Technician
- Roofer
- Carpenter
- Painter
- Landscaper
- Handyman
- Therapist
- Chiropractor
- Massage Therapist
- Personal Trainer