Beauty Salon Marketing News

Marketing: What Is Marketing, What Marketing Is Not and How To Use Marketing Effectively

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…

~JonathanAt HairArtiste

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.”

Creating Your Salon Business and Setting Your Personal Lifestyle Goals

Some people set goals to reflect only their salon business interests; others set only personal lifestyle goals. Once you get comfortable setting and reaching goals in one area, however, you may want to seriously think about setting and reaching goals in all areas of your life. The following are some ideas for you to create your salon business and lifestyle goals:

Personal Lifestyle Goals

There are a variety of goals that can come under the heading of personal lifestyle goals. You can break this category down much further into areas of your personal lifestyle that you would like to improve. For example, you may set relationship goals, self-improvement goals, personal issues that relate to your body, such as weight-loss or fitness goals, or even personal health goals.

Salon Professional Goals

This is one area where most people are comfortable setting goals. Salon professional goals usually have something to do with improving an area of your salon work life, such as preparing yourself to qualify for a certain salon job or improving on an area in your current salon job. Salon professional goals may also relate to getting the required education to qualify for a better salon job, or perhaps learning a new skill to start
your own salon business.

Perhaps you’re terrified at starting your own business and need guidance. Maybe you already have the skills to start a salon business but you just can’t bring yourself to do so. Moving past this obstacle could be a personal lifestyle goal or a salon professional goal; it doesn’t really matter where you put it in your goal setting area. The only thing that matters is that you set the goal and begin to work on that area.

Financial Goals

Financial goals could be goals that mean you want to earn more money professionally or they could be goals where you work on spending less money in your personal life. Whatever area of your life is affected, that is where you want to put your financial goals. Whether it is a personal lifestyle goal or a salon professional goal isn’t what’s important. What is important is that you identify an area of your life where you are committed to making an improvement and begin by writing down your goal setting strategy.

A Goal for Each Area of Your Life

Balance is the key when it comes to setting and reaching goals. That’s because setting and reaching goals is a tool we use to lead happy and successful lives. For this reason, try not to have every goal in one category only, such as your salon professional goals or your financial goals. In fact, see how many categories you can think of to set goals in order to help you achieve that balance. Did you know that some people even need to set goals for their leisure life? That’s right! See how many categories you can come up with to set and reach goals. Go ahead, have fun; don’t limit goals to the work part of life; set goals for fun too!

Discover how to market and sell your salon services, without draining your bank account visit