RULE #1Market your business to the customer YOU WANT.Most beauty businesses try to be everything to everyone. It's exhausting and expensive promoting yourself to everyone. Most people simply give up.Focus on the customers you really want. What is your passion, what do you excel in? Who is your ideal customer? What would you ideally like to do every day in your business?Focus on what you want to do and the clients you want, and market directly to them and only them.