You’ve probably had one of those moments where you’re working hard. Whether to start your business, create a showcase, find the perfect team …
For me, it was about finding a clientele. And I tried all the sales tactics to expand my customer base: cold emails. Warm email. Call. Surveys. Mail. LinkedIn news. I read books and have online sales courses.
And my results were depressingly meager. I had a sales mentality and this mentality was pushy, pushing, pushing.
But do you know what happens when you are too hard? People grow back. So even if you have a potential client in front of you to do it, they are skeptical, difficult to read and unresponsive.
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So I breathed in and took a step back. I decided to throw everything away, I thought I knew the marketing window and try something completely different.
What I completely shot about my business is why you are reading this blog post today.
I asked myself four simple but powerful questions.
This blog entry shows you these four key questions that every beauty professional must ask themselves to grow. I’m also going to show you the number 1 personalization tool that will help you build an enthusiastic and loyal community.
The Biggest Four Personal Brand Questions You Should Ask Yourself
At the base of any other marketing that you will do, these four simple but powerful questions are:
1) Who can you contact?
2) How can you help them?
3) Who are you for them when it comes to money?
4) Where are you going to build a community?
The marketing tactics you use come and go. There are a million different “brilliant objects” in marketing, be it a new social network, the media, design trends or advertising places.
But the answers to these four questions will be your foundation and will always give a clear direction.
1) Who can you reach? Defines your perfect customer profile
As a beauty professional, have you clearly defined who your target group is?
I know that the simplest answer is often “the one who will have me”. It’s simply because it seems to be bigger, which means more customers, more money and less competition.
But in reality it’s not that easy. By focusing your efforts on “everyone and everyone,” you reduce the ability to speak the right words to the right people in the right place.
Going into a niche and choosing exactly who your “perfect customer” is has many advantages:
- You will know how to stand out to attract these people
- You will know where you are selling
- They know that social media platforms, websites or online communities use them a lot
- You can comment on them – via email, social media or in person – in a way that suits you.
- If you change something in your business, edit a new message or change your prices, you know exactly where to go to get feedback before you make the changes
Your time, energy and marketing budget are limited. You only see a certain amount of time and space to attract your true tribe. Send your message to the people who like it best.
But how do you determine exactly who you want to focus on? Who do you know who loves you the most and who contacts you best?
Here are some questions that deserve support:
- What are your services and tariffs and who are they aligned with?
- With whom do you identify yourself and with whom do you behave best?
- Who chased your competitors?
- Is there an undersupplied market opportunity in your city?
- If you invited your favorite customers to a party, who would that be? Where did you organize the party and what could your “guest speaker” talk about?
2) How can you help them? The value you invest in people’s lives
This is probably my favorite question and answer, because for me it was the real turning point in my business. I had chosen beauty companies as a niche, but the real light bulb was when I understood the value that I could offer them.
I’ve looked at the biggest marketing issues that hairstylists and beauty professionals have encountered, and I’ve been fully dedicated to creating free and valuable content for them (people like you!). I write free blog articles and eBooks because I know they are needed and appreciated.
Now, I know you probably will not write a 70-page digital book for your target audience, but there are many ways to add value.
It’s about identifying who you’re talking to and understanding why they need help, advice and inspiration.
Here are some of the ways you can improve and support people’s lives:
- Being an influencer or opinion leader for them
- By creating a thriving community of like-minded people
- By giving useful information, recommendations and ideas that inspire them
- By connecting them to other events and businesses in your city, you will benefit
- Talking about the issues that could affect them and making them feel that they are not alone
- By being a spark of light, fun and laughter
You might think, “I do not know what people find funny, what they find interesting or what they are struggling with.” It might sound like a cliché in the dark.
However, if you refine a customer profile that you like and is specific enough, you will find that people are attracted to what you need to share.
Once you’ve thought about how you can bring value, joy and inspiration to your customers’ lives, it’s time to take a step back and ask the next most important question.
3) Who are you for them? What do people think about you when there is no money?
When you think about yourself: “It’s difficult to educate people about things that have nothing to do with what I sell. I’d rather spend my time finding customers who pay me, thanks.”
Let’s take a look at the other side of the coin.
If everything you do as a beauty specialist is to be a fast, inexpensive and unconditional service, no emotional connection and no added value for the life of your customers … Do you know what you are doing? Selling?
You are selling a product. And on a commodities market, the winner is the one who offers the cheapest standard-quality service. In terms of the price, it is a race to the bottom.
But do you know the only thing that can make the difference? What will completely change your company’s game?
Your personal brand.
Ironically, the value you give people outside your paid services can help you succeed in your beauty business. And so the biggest question you need to ask yourself is:
“Who do I want to be if I’m not paid?”
What do your customers think about you, apart from your salon services? Do they even think of you?
I know, it may sound weird, but as a business owner you are a kind of leader. Humans are social beings. We all want to connect. Believe it or not, people want to feel a human connection to their “nail lady,” their hairdresser, their spray tanner, or their wax. And they do not just want to feel that connection when they’re in your living room or studio.
They have a value and meaning that goes beyond your beauty treatments. And that should be reflected in what you share with your customers.
Take a minute to think about who this person is. Who do you want to be for your customers? What kind of leadership, expertise or inspiration can you provide?
Maybe it’s a healthy lifestyle, organic and humane products, women’s rights issues, work-life balance, veganism, how to become a powerful entrepreneur?
The answer you have in mind is your personal brand. And that will help you understand the last question.
4) Where are you going to build your community?
When most of us hear “community”, we immediately think of social media. But my definition is broader:
Your community = your perfect customers who constantly upgrade and support you while marking you without the money changing hands.
The place where you want to build this community depends entirely on you. In any case, Facebook and Instagram are important. But my absolute favorite place to build a thriving and loyal community where you can market yourself is email.
The number 1 brand and community builder for beauty professionals …
If you have flipped through or browsed this blog post to discover my favorite branding tool and are disappointed with the response (“email marketing … seriously?”), I understand that.
I had the same objections as you:
- Email is old school.
- It’s hard to get email addresses
- I have nothing to write
- Nobody reads my emails
- Even if they read my emails, they never buy anything
- It’s super boring
- I just do not like email marketing.
I thought the same thing. I found spammy and annoying emails and no one read them. And frankly, with the advent of social media, I thought it was on the way out.
Not at all.
Email marketing in 2018
One of the best ways to explain the difference email is making on social media is to look at the following numbers:
Facebook: 6% Instagram: 10% Email: 22%
These percentages correspond to the average reach of each platform. Only 6% of your Facebook fans will see your posts – and recent changes are expected to decrease that number. Some of your Instagram followers will see your photos.
And let’s not forget that you don’t have your subscribers. Facebook and Instagram control how people see and interact with what you send.
But emails have an average opening rate of 22% and can be much higher. And those are people who open your email to read what’s inside, not just to float and possibly like it.
According to American companies, emails reach 40 times more customers than Facebook. It is huge!
That’s why I want to encourage you to think differently about emails. Because this way you can always get in touch with the right people when they go to work, to the gym and watch Netflix on the couch.
Imagine, offer value and be there for them whether the money is exchanged or not. Show them that you understand them, that you want to help them, that you are on their side. And they will not forget you.