The 4 Psychological Stages of Buyer Readiness, and How to Use Them in Your Social Media Content

By Angela Dickson, Social Media Mentor & Founder of Beauty Busi ness Co.

Have you ever posted your services on social media and heard… crickets?

It’s not because your work isn’t incredible. It’s likely because your content isn’t matching the psychological stage your potential client is currently in. That’s right, before someone clicks book now, they go through a psychological journey. And as beauty business owners, we need to know how to meet them at each step of that journey.

These four psychological stages of buyer readiness aren’t just marketing fluff—they’re powerful insights that can help you turn scrollers into salon clients, browsers into beauty besties, and viewers into VIPs. Let’s break them down…

Stage 1: Unaware

They don’t even know they have a problem. Right now, your potential client might be feeling “meh” about their skin, lashes, brows or confidence, but they don’t yet see the cause or how you can help.

What they’re thinking:

“I’m feeling flat but can’t put my finger on why.”

What to post:

• Educational content that highlights problems they may not know they have (e.g. “3 Signs Your Skin Barrier Is Compromised”)

• Relatable memes or quotes (soft entry into a deeper convo)

• Behind-the-scenes showing what you do and why it matters Pro Tip: Use phrases like “You may not realise…” or “Have you noticed lately…”

Stage 2: Problem Aware

They know something’s not right, but they’re not sure what to do about it. They’ve identified that their skin feels dull or they’re frustrated by constant breakouts—but they’re still gathering options. What they’re thinking:

“I want to fix this, but I don’t know where to start.”

What to post:

• Client journey stories or before/after transformations

• Reels that explain how your treatments solve common issues

• Educational carousels (e.g. “Why LED Light Therapy Helps with Hormonal Acne”)

Pro Tip: End your captions with CTA’s like: “Comment ‘CONSULT’ and I’ll send you a skin assessment link.”

Stage 3: Solution Aware

They’re looking for a solution and comparing their options. Now they’re weighing up whether to DIY it, buy a serum online, or book a professional treatment. They’re watching your stories closely…

What they’re thinking:

“I need this fixed. But who can I trust?”

What to post:

• Story polls, FAQs and “Ask Me Anything” boxes

• Price breakdowns + what’s included in packages

• Client love, testimonials and transformation timeframes

Pro Tip: Give them reasons to trust you. Show your credentials. Use client-generated content and post “day in the life of a beauty therapist” style content.

Stage 4: Ready to Buy

They just need the final nudge.

At this point, they’re either sitting on your website, hovering over “Book Now,” or sliding into your DMs asking, “Can I book this for next week?” What they’re thinking:

“I’m pretty sure I want this. Just need a reason to do it now.”

What to post:

• Scarcity posts (“Only 2 appointments left this week!”)

• Time-sensitive promotions (“Book by Friday and get a free LED add-on”)

• Strong CTA reels with confidence-boosting messaging

Pro Tip: Make your booking link EASY to find and include why now is the time. Create urgency without the pressure. Example: “This season is all about recharging. This treatment helps you feel fresher and more confident from the inside out. Book now—limited spots available

So, What Stage Are You Speaking To?

Many beauty business owners make the mistake of only speaking to the ready-to-buy clients. But the truth is—most people aren’t there yet. By crafting content that speaks to all four stages, you create a nurturing path that guides potential clients from “hmm, maybe” to “OMG, yes!” Remember: Sales don’t happen from one post. They happen from one connection at a time.

Final Thought from Angela:

Social media is not just a highlight reel—it’s a trust-building, connectiongrowing, client-converting machine when done with purpose and psychology in mind.

The more you understand what your audience needs at each stage, the more confidently you’ll show up—and the more bookings you’ll generate. Let’s keep building beauty businesses on purpose, with strategy that feels good.

Angela Dickson

Social Media Mentor & Founder of Beauty Business Co. Helping beauty business owners create confident content that converts. @beautybusinessco_