First of all “Marketing” is NOT a division of doing business like Advertising. Marketing IS what you DO for prospects. The BENEFITS. No one “markets a salon”. No one does business with “a salon”. People DO business with people.
As a Hairdresser/Stylist, you do NOT “do hair”. Marketing is speaking about DOING something for your prospect. As in when your prospect asks you:
“What do you ‘DO’ ?” Your best response: “If you would like to look more successful, more powerful, sexier, attracting more people and money into your life… That’s what I can do for you.” Prospect: “Wow! Tell me how I can get that.”
When you understand that ALL people, (even YOU) are focused, listening to the same radio station in your head: “W.I.I.F.M.” (What’s In It For Me)… only then when you speak to what’s important to THEM, your prospect and state WHAT you can DO for THEM… the BENEFITS of doing ANYTHING with you… only then will you have them interested in DOING business with you.
When you want to learn WHAT BENEFITS your prospect/client really wants, ASK them a QUESTION. When they reply with a specific BENEFIT, then ASK them another question: “What’s important to you about (BENEFIT)?” When you can dig down to the feeling they associate with what’s important to them, then you have the real BENEFIT they are seeking. The answers will amaze you.
But, the most important thing to get here is that no one, not you, not me does a technical thing for anybody. What we DO… is deliver BENEFITS for our prospects.
When you speak to WHAT is IMPORTANT and BENEFICIAL to your prospects/clients you will understand what Marketing is. This works in writing as well. No one cares about you until they see or hear how much you care about them.
It’s all about the BENEFITS. What it DOES…
You can also find out WHAT you DO for prospects by reading their testimonials. It’s NOT about the hair. It IS What getting their hair cut, coloured, improved or changed has given them: “higher pay,” “better relationships,” “looking more attractive,” “feeling more confident,” “absolutely more sexy,” “more compliments”, etcetera…
P.S. KEY NOTE: “I’m a…” is not the way a person starts a statement about marketing themselves or their business. It’s NOT about you. It IS about your prospect. They are asking YOU: W.I.I.F.M. … What’s In It For Me? What’s the BENEFIT I get for doing business with you? And YOU cannot know that without asking them: “What’s important to you about your_____? (fill in the blank with: hair, skin, nails, etc.) By the way… Always Be Marketing… it’s NOT a part-time thing, it IS your main number one job.
P.P.S. The words of Vidal Sassoon sums it up: “If you don’t look good, we don’t look good.”
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