You didn’t hear this from me but…

She holds her clients hostage. Okay let me rephrase. Her clients have no reason to shop around, Sypress provides evergreen and educational content for all stages in the sales funnel so her clients feel confident is being a loyal customer. I think she does this by establishing her “business’ brand as a thought leader while simultaneously showcasing how [her] product or service can provide solutions for [her] clients” (Philips, 2022).

Let’s break this down. Picture the sales funnel as three key stages: top being discovery, middle being consideration, and bottom as retention (Moz staff, 2023). I’ll use myself as an example.

Discovery

A few months ago I’m scrolling through Instagram and come across a post of a bomb*ss lash set. I browse the comments to see if the client in the video commented positively, then go through the account to see more of her work. This is where I’m looking to learn more about the services and products, and if this brand can solve my problem of bald eyelids! The brand posted a reel using a popular audio addressing how easy my morning routine could be if I have my eyelashes done professionally. I no longer need to do a whole face of makeup because the semi-permanent service will keep me looking done-up 24/7.

Consideration

I’m now intrigued to book an appointment. But what’s keeping me from doing that? I always hear eyelash extensions are bad for my natural lashes. I scroll to the top of the account about to leave the page when I see a story highlight titled FAQs and Testimonials. Hmmm maybe the clients have something new to say. Concerns of mine are immediately addressed using personal stories and statistics that help me feel more comfortable.

Retention

Before I know it, I’m at her apartment learning more about how she got in the lash business and bonding over mutual girly experiences. A few weeks later I notice the lashes have lasted significantly longer than past technicians work. Not only does she have a new client in the retention stage, my lash retention is better than ever. I remain a client of hers to this day because she continues to provide me with up-to-date information like how to wash and maintain my lashes so they last longer.

It’s genius, I have to start implementing tactics like this in my business. First I’ll start with creating a persona so I know who I want to target my content to. That will lead me to my target market and audience which we dished about last week. And again please remember, if anyone asks you didn’t hear this from me.