5 Ways To Say The Right Things Every Time

Thought Process: Communicate your unique brand experience to your clients and prospects with a powerful attraction magnet message.

If you've been following these Suite Success Secrets, you understand the psychology of why people buy and have designed your unique brand experience.

Now you have everything you need to create a powerful marketing magnet that attracts clients like crazy!

Where Can You Use Your Magnet?

Elevator Talk: In conversations with people you meet, what can you say that will communicate the brand identity you've carefully created?

Business Cards: If you're thinking about opening a salon, choose a name that communicates your brand. If you already own a salon, add a tagline that does the same thing. Images are powerful - add an image that is consistent with your brand.

Posters and Fliers: Put these in places where your target market likes to go, especially where they go to relax and feel their best. Make alliances with local businesses - turn a local business or two into your Avatar.

Advertisements: Does your town have a local newspaper? If you're thinking of going this more costly route, make sure your ad attracts eyes and motivates them to respond... read how below!

Online: Your website, email follow-up, Facebook, Youtube, Pinterest... These all-present opportunities to communicate your unique, personal, consistent brand message.

Having a clear message written specifically for your market is the basis of creating marketing that works. Here's how to become REALLY GOOD at giving the right message to the right people.

Producing your marketing materials - fliers, postcards, or on-line... takes a little writing. If that sound hard, here's the secret about

How To Write Persuasively When You Never Thought You Could

Marketing is a conversation. Think of a client who is “ideal” – the kind you’d like to have come in more often. Now just begin telling your favorite client all about your new brand experience. Make a call for real, or imagine you are talking together.

Record your conversation, if you can.

Remember, a general message to everyone attracts no one. Your marketing message must describe the specific problems you solve and the fabulous outcomes you provide.

Review the previous posts on Salon Guerrilla Marketing - They show you why people buy from you and how to discover your unique brand identity.

Every Marketing Message Has These 5 Parts:

1. Headline: A statement of benefits that catches attention
2. Problem: What your ideal clients want to overcome
3. Solution: The transformation they want to achieve
4. Offer: What's In It For Them (WIIFM) - Why they should contact you
5. Call To Action: What you want them to do next - such as, call for an appointment! Be sure to include your contact information... and double check that it's right!

Great messages come from understanding the challenges, fears, hope and dreams of the people you can best serve.

There's a knack to writing eye-stopping headlines, attention getting elevator talk, and marketing materials that actually WORK. Follow the process outlined above, and what happens.

What To Do Immediately To Make These Ideas Work:

A great thing to do right away is to look at what your clients are saying about you. What are their main problems and what solutions do you provided? It might be hair care, or simply a need to relax and be heard.

After you became their stylist, what changed for them? Use before and after photos, or a photo of a finished look, even if it's in black and white.

Make An Offer That Seems Too Good To Be True...

Remember, your goal is to turn a first time client into a long time relationship. So give a little up front. By coming in, they are taking a risk because they don't know you yet.

Your Call-to-Action is essential - and often overlooked. Tell them what you want them to do, such as call for an appointment. Don't leave the "command" out, even if it's obvious to you. Just like good parenting, good marketing takes psychology!

Your contact info should be current and correct. If you have a preferred way to be reached, give that. However, it's best to have several ways to get in touch, such as online, two phone numbers... Make it easy for them and your marketing materials will work better.

Remember, you can SERVE anyone - you spend your efforts MARKETING to the people who most want your unique brand experience.

Give The Right Message To The Right People!

Now you have what you need to create your "Attraction Magnet" - your marketing materials such as fliers, postcards, website content, Facebook Page and anything else you want to use your message to bring in new business.

Wouldn’t you LOVE to get YOUR clients into your own salon without the hassle of setting your salon space up from scratch, all by yourself? Not to mention, having to find, hire, and manage other stylists!  MY SALON Suite can make those dreams come true!

​How To Create A Brand Experience Only YOU Can Deliver

THOUGHT PROCESS: Stop trying to be all things to all people. Instead, create a consistent brand experience that is uniquely yours.

Some prosperous salon owners got that way because they are good at being "all things to all people." They learn every technique in the book and know how to work on every kind of hair.

That's one approach to growing a business. And over time, say 20 years, it's doable!

Is There A Better Way?

You bet! Get the 7 Secrets to Salon Ownership - and Get Started RIGHT!

Truth is, the best way to build your business no matter how many clients you already have is to create a uniquely personal, consistent experience for the clients who come into your salon.

What are your specific skills and unique personality traits? How you can combine the best of who you are, and how you serve others, into a brand experience that attracts, pleases, and gets shared?

The ONLY thing NO ONE ELSE can ever do is be YOU!

Developing a personal brand is fun, exciting and a great way to express who you are. You'll also attract more clients who are a good fit - and keep them loyal to you.

What is a "brand"? It is a defined customer experience that is consistently maintained and communicated. There are two parts to defining your brand experience:

Personal Identity: Your style, FLAIR for life and sense beauty must be reflected in your brand. Your salon can and should feel like an extension of yourself.

Client Preferences: What your best clients want most from you.

ACTION STEPS: Discover Your Personal Brand

Let's get started with a few crucial elements in your unique brand identity. Make sure you have a pen and paper handy to write down your responses.

What sets you apart from other beauty professionals? Think about your personal style and how you interact with others.

1. What are your special talents that can help others look their best?
2. Do you have a niche interest that would develop your personal brand?
3. Who are your most likely clients? This is your target market. What characteristics do they have in common? What do they want from you? If you're not sure, ask them!
4. What kind of atmosphere would express these specific qualities?
5. What big to-dos and little touches can you do EVERY TIME, consistently without fail, to create anticipation and expectation that never lets your clients down?
6.  Super important - HOW DO OTHERS SEE YOU?

What do you consistently hear others say about you? What do they like best about your service? Who are you in their eyes?

We'll get more into that in a future blog post. For now, re-read any testimonials and reviews you've gotten, and think about the compliments you've received. What are people saying about you?

Take Control Of Your Business

Guerrilla marketers gave up trying to be "all things to all people" a long time ago in favor of a targeted, brand experience. So can you.

Define your personal identity and brand, and design your salon atmosphere, service, and market image around it. This is a wonderful opportunity to get your space to look exactly the way you want it.

If you make the effort to develop your own consistent, personal brand, you will become a shining gem among the stylists that haven't thought this through. Your clients will take notice of the distinct and pleasing experience they receive whenever they visit, making your salon business more memorable, desirable and marketable.

How To Put Personal Branding Into Practice

Once you have designed your brand experience, start collecting items that will help your salon physically embody your concept. Also focus on nurturing the talents that set you apart. If you are exceptionally good at complicated hair cuts, then get even better. If you specialize in dramatic-stage makeup, then continue playing up that skill.  Creating a brand identity is the best way to let clients know what you are all about.

Think about your personal brand whenever you:
Shop for new supplies
Talk to people on the street
Meet new clients
Help a client decide what they want for a new look
Take time for yourself

You can use an inspiration board to work on the brand image you want to project. Decide what you're best at, how people perceive you, and the detailed service you want to be known for.

Make It A Habit!

Always remember, you are in the business of marketing your products and services. Next week we'll talk about how to COMMUNICATE your carefully crafted brand experience.

It’s a LOT easier to create a consistent brand experience when you own your own salon and run it out of a single chair Studio. At MY SALON Suite, where you set your own rules and create your own professional atmosphere, it’s easy to develop deep and lasting one-on-one relationships with your clients.

Wouldn’t you LOVE to get YOUR clients into your own salon without the hassle of setting your salon space up from scratch, all by yourself? Not to mention, having to find, hire, and manage other stylists!

Taking The Guesswork Out Of Why People Buy From YOU!

Thought Process: Stop guessing! Understand the psychology of what motivates people to choose you and only you among all the alternatives, including doing nothing.

Part 1 in 10: What Makes People Want To Buy From You? How To Take The Guesswork Out Of Human Psychology

Remember the last time you went in a shop just to “look”? And you saw something “exciting” and thought to yourself, “Wow, I have to have it!”

This is where psychology comes into play. The human mind was created to “think and feel” a certain way. Both are intertwined with each other. Here's how to make that truth work for you as a hairstylist, barber, nail tech, or esthetician.

4 Reasons Why People WANT To Buy From YOU:

Desire: As human beings, we are always looking for something more in our lives. When it comes to your clients, it might be a new look, a good feeling when they arrive, or the chance to socialize with you.

When you become a salon owner, YOU can provide the products and services that YOUR clients need to look their best. They might not know what they want at first, so you must become the confident consultant and show each client what works best for his or her personal needs. This will make them feel like you truly care about them (of course, you really do care about your clients) and become high-ticket regulars.

Seeing how desirable your services are, they will refer their friends, family and co-workers to you for more business.

Convenience: People prefer a “one-stop-shopping” experience rather than to go to your shop for a new hairstyle, then to a “big box” mart to get the shampoo, conditioner and any other styling products you suggest to them. You may even have some special products that these megastores don’t carry.

This is where you come in again! Make sure to let your clients know you have the products they need to keep looking fabulous even after they’ve left your salon.

Emotions: Human beings are hardwired to make decisions emotionally. Think back to a time when you provided incomparable service to one of your clients and how they felt. They weren’t thinking to themselves, “I want to get my hair done at your because it is close by.”

They “felt” that your salon was THE ONE to go to because of the great atmosphere, friendly, yet professional service, and the products you carry that keep them looking great between services.

Be sure to give them the exceptional service and enriching products they feel they deserve. Remember, as long as they “feel” they need it, they will buy!

Follow: Most people tend to do what others do. It’s just human nature. Think about how fast Facebook, Twitter, and other social media sites have become part of every day life. Those sites make sharing and recommending easy and fast.

You know how important referrals are to your business growth. Word-of-mouth advertising is the most effective, powerful and FREE form of marketing in the history of humankind. The positive experience you provide to one client gets shared with friends, who in turn will tell their friends...

Now imagine how many people will be flocking to your shop!

But to make this work, you need a salon referral system that works! When you have a solid referral system in place, your business will grow rapidly.

Two Secrets To Success:
There are two secrets to making all of the above work for you. The first one we already told you, "become the confident consultant" - ask questions, listen to their answers, and draw on your considerable expertise to recommend the best hair care and style to suit their personal needs.

We'll tell you all about Secret #2 in an upcoming blog: "How To Stop Trying To Be All Things To All People By Building Your Brand".

ACTION STEPS:
It’s a LOT easier to create a consistent brand experience when you own your own salon and run it out of a single chair Studio. At MY SALON Suite, where you set your own rules and create your own professional atmosphere, it’s easy to develop deep and lasting one-on-one relationships with your clients.

Now, wouldn’t you want to get YOUR clients into your own salon without the hassle of setting your salon space up all by yourself? Not to mention, having to find, hire, and manage other stylists!

MY SALON Suite has created the community just for you - and the chance to make your dream come true!