It’s tempting to promote everything you offer all at once — such as facials, dermaplaning, chemical peels, and more. But narrowing things down and spotlighting one service for a while can be a game-changer.
Why Focus on One?
- Clarity → Instead of confusing clients with too many options, you make one treatment the “star.”
- Education depth → Breaking content into smaller pieces lets you explain different benefits, answer objections, and share results over time.
- Authority building → You position yourself as the go-to expert for that service.
- Better recall → Repeated exposure to one service sticks more than one-off mentions.
- Conversion boost → Focused campaigns guide people through awareness → interest → action, without diluting attention.
Overchoice: Why Too Many Options Backfire
Ever opened Netflix, scrolled for an hour, and ended up going to bed without watching anything? That’s overchoice (also called decision paralysis). When there are too many options, people freeze instead of deciding.
The same thing happens with your marketing. If you’re constantly talking about every single service you offer, clients may feel overwhelmed and not book at all. Instead, zero in on one service at a time. Get them interested in that one thing, educate them step by step, and make the decision to book feel easy.
Example: A Dermaplaning Spotlight
Say you choose dermaplaning as your focus for the month. With just one video of a dermaplaning treatment, you can create multiple clips and captions. Think of all the steps:
- Cleanse
- Tone
- Degrease
- Oil
- Dermaplane
- Exfoliate & Rinse
- Finishing Products
Each step can become its own mini content piece. For example, choose a clip from your video, such as the part where you apply Nourishe Dermaplaning Oil, and pair it with a caption like one of these:
- Glide & safety: The right oil helps the blade glide smoothly, keeping the treatment safe and comfortable.
- Skin comfort: It cushions the skin barrier, minimizing redness and dryness.
- Hero ingredient: Contains squalane, which hydrates, protects, and leaves skin glowing.
And we haven’t even left the ‘oil’ step! Each stage of the facial can become its own educational post.
Use your written caption below the post to explain that this clip shows one step of a dermaplaning facial, highlight key benefits of dermaplaning, and finish with a call to action (e.g., ‘Link in bio to book’).
Why It Works
Repeated exposure to one service helps it stay top-of-mind. Instead of diluting attention across multiple treatments, spotlighting one creates consistency and clarity.
Try making a single service your focus for a month — it doesn’t mean that’s all you talk about, but it gives your marketing a strong anchor. Track your bookings! Did that service get a boost?
What service will you focus on and break up into bite-sized facts next month? Have fun!