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The routine bit is real. Your client gets her Tuesday mornings back. She's out of the house, dressed like a person again, seeing other adults. That genuinely does drive bookings and it's why September can be brilliant.

Your posts didn't stop working. Instagram changed.

She used to come every three weeks. She hasn't been since June.

It's about nine o'clock. You've looked at next week and there's four appointments in it. You've been telling yourself all fortnight that it's fine, it's August, everyone's quiet. And tonight the telling yourself stopped working.

If you’ve typed “why is my beauty business so quiet in August” into Google late on a Sunday night,

Marketing feels hard because most beauticians were never taught it. You were taught how to isolate a lash, map a brow, prep a nail and run a safe, clean treatment room. You were not taught how to write captions that make people want to book, create content that attracts local clients, explain your value, sell without feeling pushy, use stories properly or turn followers into clients