Crafting a Sales Funnel that Speaks to Tattoo Artists: A Deep Dive into Strategy and Empathy

Be Authentic.


Ever felt like the business side of tattooing is a maze without a map? You're not alone. The journey from catching a potential client's eye to getting them to sit in your chair can feel like navigating uncharted waters. But fear not! Just like the art we craft on skin, there's both science and soul in building a sales funnel that not only attracts clients but resonates with them on a personal level.

Sales FUN-nel

A sales funnel, at its core, is about understanding and guiding the client journey, from the moment they start considering a tattoo to the moment they're ready to commit. But here’s the kicker: it’s less about selling and more about connecting, understanding, and solving problems. So, how do we do this in a way that speaks directly to the hearts and minds of potential clients?

1. Catch Their Eye with Authenticity

First off, your digital presence is your handshake, your first "hello." Ensure when someone Googles your name, they find a reflection of your artistry and ethos. Your website, social media, and online portfolios should scream you, not just in the visual style but in the language and content you share. Post about your process, inspirations, and the stories behind your tattoos. This transparency builds trust and curiosity.

2. Educate and Empathize

Remember, many clients come with a mix of excitement and anxiety. They have questions, fears, and misconceptions. Here’s where your sales funnel becomes more of a guide. Create content that educates and empathizes. Blog posts, Instagram stories, or even quick TikTok videos answering common questions or debunking tattoo myths can help move someone from just thinking about a tattoo to considering you as their artist.

3. The Consultation: The Heart of Your Funnel

The consultation is where the magic happens. It's your chance to turn interest into commitment. But approach this as a conversation, not a sales pitch. Listen more than you talk. Understand their vision, address their concerns, and share your expertise in a way that respects their ideas but also guides them towards the best outcome. This is your opportunity to show you're not just an artist but a partner in this journey.

4. Follow-Up: The Art of Staying Present

After the consultation, stay in their orbit. Not with spammy emails or aggressive sales tactics, but with genuine check-ins. Share updates about your work, new ideas, or even just a message to say you’re looking forward to working with them. This gentle nudging keeps you top of mind and reinforces the bond you started building in the consultation.

5. Create a Community, Not Just a Client List

Lastly, think of your clients as a community. Host events, workshops, or even just casual get-togethers for your clients. Show appreciation for their trust in you. This sense of belonging can turn one-time clients into lifelong advocates for your work.

3-5 Takeaways

  • Authenticity is your strongest magnet. Let your digital footprint be a true reflection of who you are.
  • Empower through education. Use your platform to demystify the process and ease common fears.
  • Consultations are conversations. It's about listening, understanding, and forming a partnership.
  • The magic is in the follow-up. Keep the connection alive with thoughtful, personalized communication.
  • Build a community, not just a clientele. Foster connections beyond the tattoo chair.


Your sales funnel isn't just a path to more bookings; it's an opportunity to build relationships, trust, and a community around your art. By weaving authenticity, empathy, and genuine connection into every step, you transform the journey from a transactional process to an engaging experience that resonates deeply with your clients. So, take the time to understand not just the art on their skin, but the stories in their hearts.

Matt Hodel

Tattooing Since 1995

Business Coach

Photo Jul 25 2023, 2 08 33 PM

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