Brand Tone

Supportive and Encouraging, Knowledgeable and Authoritative, Relatable and Authentic, Aspirational and Empowering, Direct and Action-Oriented

Brand Values

• •Empowerment
• •Community/Sisterhood
• •Authenticity/Transparency
• •Results-Driven
• •Education and Growth
• •Passion for the Esthetics Industry

Best Practices

• •Develop a Brand Voice Chart: Create a document that explicitly defines the brand's personality traits (e.g., supportive, knowledgeable, relatable), "do's and don'ts" for language, common phrases, and even words to avoid. Share this with anyone creating content.
• •Speak Directly to Your Ideal Client Persona: Understand her pain points, aspirations, and language. Write as if you're having a supportive, mentoring conversation with her. For The Esti Sisters, this is an esthetician wanting to grow her business.
• •Embrace Authenticity and Storytelling: Continue sharing personal anecdotes, lessons learned (both successes and failures), and the "why" behind The Esti Sisters. This reinforces relatability and trust.
• •Maintain a Balance of Encouragement and Action: While being supportive is key, ensure the copy also drives action by clearly stating the benefits of their programs and providing clear calls to action (CTAs). The tone should inspire confidence to take the next step.
• •Review and Refine Regularly: Periodically review all marketing copy across different platforms to ensure it aligns with the established brand voice. Solicit feedback and be open to tweaking the tone if the audience's perception or business goals evolve. Consistency is built through ongoing effort.

Social Perception

Trusted Mentors, Providers of Valuable Business Acumen, Inspirational Figures, Community Builders, Focus on Financial Success

Copy Examples

• •Instagram Post (Motivational/Educational): Feeling stuck at the same income level in your esti biz? ✨ We've been there. That's why we're passionate about sharing the *exact* strategies that took us from struggling to thriving six-figure estheticians. It's not just about amazing facials; it's about smart business. You deserve to be profitable AND love what you do! Ready to learn how? DM us 'GROWTH' for a chat. #EstiSisters #SixFigureEsthetician #EstiBusinessCoach #EmpoweredEstheticians
• •Facebook Group Post (Community Engagement/Problem Solving): Hey Esti Circle! 👋 Let's talk client retention. What's ONE strategy that's worked wonders for you in keeping clients coming back? Share your wins and challenges below! Meg and I will jump in with our top tips too. Let's help each other grow! 💖 #EstiCommunity #ClientRetention #EstheticianSupport #TheEstiSisters
• •Email Subject Line (Promoting a Masterclass): Your Roadmap to a Booked-Out Schedule (Without the Burnout!) 🗓️✨ (Body Snippet): Hey [Esthetician's Name], Are you tired of the feast-or-famine cycle in your treatment room? We get it. Join us for our free masterclass where we, The Esti Sisters, break down the simple systems to attract dream clients consistently...
• •Website Headline (Coaching Program Page): Transform Your Esthetics Practice into a Six-Figure Success Story. We'll Show You How, Sister. 👭 (Sub-headline): Stop guessing, start growing. The Esti Sisters' proven formula for estheticians ready to build a profitable, passion-driven business.
• •YouTube Video Title (Educational Content): Stop Underselling Your Esti Services! 💰 Price Your Treatments for Profit (The Esti Sisters Show You How) (Description Snippet): In this video, Lotti and Meg dive deep into the common pricing mistakes estheticians make and how to confidently charge what you're worth. Get ready to transform your earnings! #EstheticianPricing #BusinessTips #TheEstiSisters #EstiCoach