How to Skip the Phase of the "Starting Artist" and Get a Head Start in the Powder Brows Business (Expert Advice)
Author: Holistic PMU Research Center, fact-checked and reviewed by an expert panel.
Contributor: Siiri Tabri
Skip the startup phase?
Launching a new business is challenging, especially in the art world. But what if you could bypass the initial struggle and hit the ground running? This article shows you how to do just that.
“Many strategies for success are surprisingly straightforward; the real obstacle is usually the fear of taking the leap. Remember, courage often makes up more than half the solution!”
Background
When it comes to achieving success in the brow business, self-branding plays a crucial role. For this article, we collected insights from 32 experienced Powder Brows artists. These artists are part of the elite 19% who earn the most in their respective regions. In analyzing the interviews, we focused on artists who had shifted their approach to self-branding. Most of these artists have more than four years of experience in the field and are primarily located in European countries. However, some are based in the US and the UK. Interestingly, we found no significant differences in attitudes toward self-branding across these locations.
Reluctance to Embrace Self-Promotion
Many artists find the concept of active self-promotion challenging, and there are valid reasons for this hesitance. Most artistic people, including brow artists and Powder brow specialists, have unique qualities: they're open to new ideas, have a strong aesthetic sense, and often exhibit an entrepreneurial attitude. Many are also somewhat extroverted. While these traits contribute to their artistic skill, they can create a dilemma regarding self-promotion. Many artists wish their work would speak for itself, believing that the quality of their art should attract clients naturally. However, the truth is that self-promotion is often the first step to gaining visibility and attracting clients in the beauty industry. This creates a challenge for artists more at home in the creative process than in the marketing spotlight.
The artists we interviewed often admitted they initially believed that significant work would speak loudly enough for itself, eliminating the need to "push themselves as a brand." In reality, that approach often falls short. To truly succeed, one must also promote one's personal brand.
Effective personal branding
Many artists decided they began focusing on personal branding too late in their careers. The ideal strategy is not to start personal branding after beginning work but even before that. Despite initial reservations, most artists agreed that they should have started sooner. The optimal time to kick off personal branding, they said, is even before attending training.
Skipping the Start-Up Phase
A common strategy among many artists is to launch their careers quietly, only publicizing their brand after it's already been established. This tactic is known as "skipping the start-up phase." In the Powder Brows context, the artist presents themselves as an "experienced artist" rather than a newcomer.
Low-Resolution Evaluation
This approach relates to an exciting aspect of first impressions. When prospective customers encounter a new artist, they often quickly categorize them based on perceived experience—a process called "low-resolution evaluation." Typically, the potential client slots the artist into one of three categories: "Beginner," "Experienced," or "Very Experienced." Most clients aren't concerned with pinpointing the exact moment an artist began their career; they want assurance that the artist has sufficient experience.
Core Perception
Given this, the artist has some control over this initial perception. If an artist positions themselves as somewhere between "Experienced" and "Very Experienced" through smart self-branding, they improve their chances of attracting clients. At the very least, they avoid losing potential clients who might otherwise see them as newcomers in the field.
Achieving the Advantage
Contrary to popular belief, shaping this perception doesn't involve dishonesty. The objective is not to highlight the artist's beginner status but rather to create an opportunity for them to be seen as something more. The two goals here are to avoid appearing inexperienced while being viewed as a professional.
Practical Steps to Take
Avoid Highlighting New Graduate Status
Many newcomers unintentionally label themselves as beginners by posting photos from the training they've just completed. While it's good to acknowledge your credentials, the time and place for showing off your training certificate is better suited elsewhere—perhaps as a subtle note in your photo captions. Posting such pictures is the surest way to blend into the crowd of new artists. Remember, only strategies that others overlook or are too hesitant to employ can be effective.
Be Confident in Your Language
The saying "Ask, and you shall receive" is often misinterpreted as a call for passivity. To avoid being seen as a beginner, consider changing how you talk about yourself in captions. Modesty isn't always a virtue in this context. Dare to call yourself "the best," and then back it up with reasons why. Explaining to the world why you are the best artist in your area might seem bold, but that's what helps you skip the start-up phase most effectively. If you want others to perceive you as more than just a beginner, start by changing how you perceive yourself.
Pro Tips to Share
Don't just post photos without captions or with short, nondescriptive ones. Include meaningful captions that offer something valuable. This is basic advice, but you can elevate it to stand out from the crowd. If you've received quality training in brow artistry, mining tips from your course materials should be easy. Can you share these insights? Absolutely! But don't merely copy and paste—tailor the information to your work, add your own spin, and present it as a personal tip.
Engage Positively and Be Supportive
Some artists new to the scene think that critiquing others' work is the way to showcase their skills. However, this counterproductive approach won't make you likable or come across as a seasoned pro. Does this mean you should avoid commenting on others' work? Not at all. Instead, leave positive and uplifting comments highlighting what others are doing well. Engaging in this manner is strategic, especially with artists with a larger following. It builds goodwill and makes it less likely for them to be overly critical of you in return.
Optimize Your Social Media Feed
If a quick swipe through your Instagram feed reveals it's empty or sparse, that's a red flag for potential clients. Does this mean you should be dishonest about when you started your training? Absolutely not. But you also shouldn't make it evident that you're new to the scene. The fix for this issue is straightforward but labor-intensive. Prepare around 100 posts and use grid apps to arrange them in an eye-catching layout. Upload these to your Instagram, Facebook, and other social media platforms. Does this mean you must put in a lot of effort immediately? Yes, it does, but it's crucial for establishing your brand.
Commit to Ongoing Education
Continuous learning is a common thread among successful artists. What does that mean? Don't get complacent after taking just one class. Even if you feel you've learned enough, shift that mindset. Many artists who've found long-term success admit that classes felt costly initially, especially when they hadn't yet earned back their investment. But there are no shortcuts; training will be a significant expense, especially in the beginning. Learning the same technique from different perspectives and instructors is invaluable. Successful trainers have a large student following for a reason. Approach each class believing that there's something valuable to be gained, and you're more likely to find it.
When you're exploring training options, it's wise to look into one-on-one sessions with the trainer. Research shows that individual training can be up to five times more effective than group training with four or more students. Plus, experienced artists often say that the more they learn, the less they benefit from group settings. So, a smart strategy might be to start with group training and then move on to more personalized sessions. Remember that even the same course can be far more valuable in a one-on-one or small group setting than larger group training.
Learn from the Best
You might have heard the saying, "Good artists copy, great artists steal." Credited to the likes of Pablo Picasso and Steve Jobs, there's wisdom in those words. However, stealing doesn't mean copying ideas exactly. Instead, study the work of top artists in your field. Examine their most popular posts, see what they're proud of, and understand what engages their audience. You'll often find that they, too, have taken cues from others.
After collecting inspiration from various artists, ask yourself: "How can I improve this?" It's a challenging question but one that can lead to innovative ideas. The goal isn't to imitate but to build upon what you learn, making it uniquely your own.
Invest in Professional Photos
Don't skimp on your initial portrait photos when it comes to making a strong first impression. Many people assume that the high-quality photos seen on top artists' profiles are too expensive to replicate. But this is often not the case. Research photographers who produce great work and inquire about their rates. Many seasoned artists have said that if they'd known the true cost of professional photos, they would've invested in them much earlier.
Leverage Your Gift Cards for Professional Services
Many artists have used a clever tactic when needing professional services like photography: they offer their own services in return. The first step is politely proposing a barter arrangement, offering to create brows for the photographer, especially if she's female. If this offer is declined, they then offer their well-designed gift cards as payment. For example, they might offer three gift cards, each valued at $350, which covers the cost of a Powder Brows procedure. On top of that, they offer to pay for any direct expenses like studio rent. Many artists have successfully obtained professional photos this way. It might sound unorthodox, but it's a tried-and-true method, and many artists wish they'd employed this approach earlier in their careers.
Establish a Web Presence
Don't rely solely on social media platforms for your content; their organic reach has diminished. Instead, create a website using platforms like Webflow, Squarespace, or Wix. Typically, this costs around $10-20 a month. The investment sets you up for potential search engine rankings and lets you showcase your portfolio more organized and attractively. It's an investment in your brand and future. We recommend reading our resources on further creating and developing your brand.
Conclusions
Breaking into the artist world can be challenging, so many successful artists find ways to appear more seasoned than they actually are, effectively "skipping" the novice phase. They often sidestep the usual posts of training certificates and opt instead for portraying themselves as experts, boldly declaring they are "the best in the field." Additionally, they focus on leaving positive and encouraging comments on other artists' work.
They continue to learn and attend courses, even when they feel they already know enough. They also add value by offering pro tips in their captions, going beyond basic advice. When it comes to their social media presence, they ensure their feeds don't look like those of beginners, often by initially posting a large number of photos and posts.
They draw inspiration from top artists, trying to improve upon what they see, and enlist the help of professional photographers. When it comes to payment for professional services, they first try a barter system, followed by offering gift cards, and as a last resort, a combination of both. Moreover, they maintain their own website to avoid the uncertainties of social media algorithm changes.