Hyper-specific marketing in a niche like nails attracts beginners, teaches them basics, and keeps them longer than broad beauty messaging does. Generic messaging skips the onboarding stage and tanks lifetime value.
I do like how specific you are with the nail thing. That will help your messaging if you are specific on just the nail thing, is you can take people in when they're new and you can teach the technique. You can teach them how to like just get started and then you can teach them how to scale it. That's like a longer client journey to me. You get to be specific, deadly specific, speaking to nail people. Like, I like that. Whereas if you open it up to beauty, you're not getting like the beginning part of that LTV. And then also your messaging ends up being like a little bit more general.
