Your hairs tylist marketing plan is either a thing of beauty, or it’s a miserable failure. If you get up every morning knowing that you’re chair is going to be hopping most of the day then you’re marketing plan is obviously on point.
Unfortunately, that scenario isn’t as common as many hair stylists would like. Cosmetology schools graduate new hopefuls into the industry every month. And just as fast a new hopefuls break in to the industry, disappointed hair stylists hang up their scissors and leave.
It’s not a lack of talent that kills the dreams of so many hair stylists. It’s the lack of an effective marketing plan.
President Calvin Coolidge is credited with the following inspirational quote about persistence:
Nothing in the world can take the place of Persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The slogan ‘Press On’ has solved and always will solve the problems of the human race.
Persistence is crucial, but persistence by itself is a waste of time. You need a marketing plan.
Substitute “A Marketing Plan” for the word persistence in that quote. That’s the secret to success for today’s hair stylists.
The reason most hair stylist marketing plans don’t work is because they aren’t plans at all. There is no organized rhyme or reason to the actions.
If you find an unsuccessful stylist with a “marketing plan,” chances are his plan is really nothing more than a cobbled together list of actions that they assumed that they were supposed to do.
1. Have some business cards made up.
2. Open up a Craigslist account.
3. Get a Facebook page.
While these actions all play a part, they won’t result in a single piece of business by themselves. That’s even more true when the hair stylist marketing plan involves using the internet.
The internet is a tremendous system for marketing goods and services. There are plenty of tools available for taking advantage of the different types of online properties. Whether your focus is on social media or review sites, there are tons of products on line.
Of course that’s also the problem. When vendors describe these tools, their focus is squarely on selling the sizzle. Your focus should always be on whether the shiny nw thing in front of you fits into the overall scheme of your hair stylist marketing plan.
This episode is part one in a series that looks at what hair stylists need to market themselves online at various stages of their careers and in various markets.
Episode 59: Why Doesn’t My Hair Stylist Marketing Plan Work