1 00:00:00,000 --> 00:00:12,000 Hey, welcome back everybody. This is take two of episode five for the Justin and Heidi unfiltered podcast. Hi, I'm Justin. 2 00:00:12,000 --> 00:00:14,000 And I'm Heidi. 3 00:00:14,000 --> 00:00:21,000 We're deleting the screw ups so that nobody knows they happened, but me and you. 4 00:00:21,000 --> 00:00:23,000 But then you say take two. 5 00:00:23,000 --> 00:00:25,000 That's true. I can't help it. 6 00:00:25,000 --> 00:00:34,000 We just wrapped up the positive mindset growth mindset series for five episodes. It was incredible. 7 00:00:34,000 --> 00:00:37,000 Boy, we talked about a lot of great stuff. 8 00:00:37,000 --> 00:00:42,000 And I'm really excited to move on to a new topic. 9 00:00:42,000 --> 00:00:45,000 But I really believe that we'll be back to that old one. 10 00:00:45,000 --> 00:00:49,000 Eventually, it's pretty broad. There's plenty that we can go over. 11 00:00:49,000 --> 00:00:53,000 So now we're talking about client attraction and retention. 12 00:00:53,000 --> 00:01:00,000 Heidi, did you know that attracting a new client can be five times as expensive as retaining an existing one? 13 00:01:00,000 --> 00:01:01,000 What? 14 00:01:01,000 --> 00:01:05,000 Yeah. But wait, there's more. 15 00:01:05,000 --> 00:01:07,000 I didn't have more. 16 00:01:07,000 --> 00:01:10,000 No, there isn't more. 17 00:01:10,000 --> 00:01:13,000 I think we've all heard that adage before. 18 00:01:13,000 --> 00:01:19,000 And I think it's true for most industries, if not all of them. 19 00:01:19,000 --> 00:01:20,000 Yeah. 20 00:01:20,000 --> 00:01:26,000 It costs more money and time and energy to attract a new client than it is to retain one. 21 00:01:26,000 --> 00:01:27,000 Yeah. 22 00:01:27,000 --> 00:01:33,000 So this next series of podcasts, we'll see how far we get in one. Maybe we'll cover the whole thing. 23 00:01:33,000 --> 00:01:39,000 We're going to talk about both client attraction and retention. 24 00:01:39,000 --> 00:01:45,000 The thing about client attraction is that things change through time. 25 00:01:45,000 --> 00:01:59,000 There was back when you I'm not trying to say you're old or anything, but way back when I started, when you started and you rode your horse to start. 26 00:01:59,000 --> 00:02:09,000 When you started in this industry, what was the number one tool for you to attract new clients? 27 00:02:09,000 --> 00:02:11,000 Honestly, word of mouth. 28 00:02:11,000 --> 00:02:12,000 Word of mouth. 29 00:02:12,000 --> 00:02:15,000 I would say it's still not different today. 30 00:02:15,000 --> 00:02:19,000 I think that can be argued for sure in your favor. 31 00:02:19,000 --> 00:02:20,000 Yeah. 32 00:02:20,000 --> 00:02:24,000 But that way is really icky sometimes. 33 00:02:24,000 --> 00:02:25,000 Well. 34 00:02:25,000 --> 00:02:26,000 Oh, word of mouth. 35 00:02:26,000 --> 00:02:27,000 No, I misunderstood. 36 00:02:27,000 --> 00:02:28,000 Yep. 37 00:02:28,000 --> 00:02:29,000 No. And here's the thing. 38 00:02:29,000 --> 00:02:35,000 Back when 25 years ago when I was starting out, we didn't really have social media. 39 00:02:35,000 --> 00:02:37,000 We didn't really have cell phones. 40 00:02:37,000 --> 00:02:38,000 We didn't really have cameras. 41 00:02:38,000 --> 00:02:42,000 So it's not like we were taking pictures of all of our work and doing all these things. 42 00:02:42,000 --> 00:02:49,000 Like when I came out of school, I mean, you did every head of hair that sat in your chair. 43 00:02:49,000 --> 00:02:51,000 Yes. That's what you did. 44 00:02:51,000 --> 00:02:55,000 You slowly cultivated. 45 00:02:55,000 --> 00:03:05,000 And I would say I did this unknowingly almost, but I didn't love doing like kids haircuts or like perms or like certain things. 46 00:03:05,000 --> 00:03:06,000 Right. 47 00:03:06,000 --> 00:03:14,000 So what I did love doing, I'd tell those clients, do you have friends? 48 00:03:14,000 --> 00:03:15,000 Send your friends. 49 00:03:15,000 --> 00:03:22,000 And then that's where I learned, well, if I get them to rebook with me, then I know they're coming back. 50 00:03:22,000 --> 00:03:23,000 Yeah. 51 00:03:23,000 --> 00:03:29,000 And they'll fill that spot where someone would put their kid or last minute appointments. 52 00:03:29,000 --> 00:03:33,000 So I think for me, it was one of those where it's like, I learned really quick. 53 00:03:33,000 --> 00:03:38,000 If I want to do what I love doing, I've got to make sure that that's what's on my books to start with. 54 00:03:38,000 --> 00:03:39,000 Yeah. 55 00:03:39,000 --> 00:03:44,000 So that those open spaces weren't open. 56 00:03:44,000 --> 00:03:50,000 So, I mean, it sounds like you caught on pretty quickly to that whole idea and mentality. 57 00:03:50,000 --> 00:03:58,000 And I think it could be argued that you definitely have created a great career for yourself. 58 00:03:58,000 --> 00:04:02,000 Twenty five years later, you're very successful. 59 00:04:02,000 --> 00:04:05,000 You're doing the kind of hair that you want to do. 60 00:04:05,000 --> 00:04:12,000 And you knew early on where those focuses should lie. 61 00:04:12,000 --> 00:04:18,000 And I think that our target audience is probably people who maybe don't understand how to make that connection. 62 00:04:18,000 --> 00:04:25,000 So we're going to try to talk about that and help teach how to bridge the gap. 63 00:04:25,000 --> 00:04:32,000 I think and stop me if you disagree, but I think part of it is identifying your target audience. 64 00:04:32,000 --> 00:04:41,000 But you brought something up, though, that at the beginning is you do hair anybody that gets in your chair initially. 65 00:04:41,000 --> 00:04:47,000 I think to some extent, your mind has to be open enough that that may be what you do for a while. 66 00:04:47,000 --> 00:04:48,000 Yeah. 67 00:04:48,000 --> 00:04:49,000 And there's nothing wrong with that. 68 00:04:49,000 --> 00:04:51,000 Right. 69 00:04:51,000 --> 00:04:57,000 If you want to focus on one niche, that's great. 70 00:04:57,000 --> 00:04:59,000 But you've got to start somewhere. 71 00:04:59,000 --> 00:05:10,000 So when we talk about identifying your target audience as guests, let's let's pick one, for example. 72 00:05:10,000 --> 00:05:14,000 Why don't we say chemical services of color? 73 00:05:14,000 --> 00:05:19,000 If that is my that's the thing that gets me excited. 74 00:05:19,000 --> 00:05:23,000 I don't want to do barbering. I don't want to do kids cuts. I don't want to do extensions. 75 00:05:23,000 --> 00:05:26,000 I just want to color people's hair. 76 00:05:26,000 --> 00:05:33,000 And we'll say more specifically, like naturals and not huge shifts and not bright semis. 77 00:05:33,000 --> 00:05:36,000 Okay. 78 00:05:36,000 --> 00:05:41,000 How do you think I where do I start? 79 00:05:41,000 --> 00:05:49,000 So it's funny that you say that because you have narrowed it down, but you got to narrow it down even more. 80 00:05:49,000 --> 00:05:50,000 You think so? 81 00:05:50,000 --> 00:05:57,000 Because it's not just about what you love doing, the type of color you love doing. 82 00:05:57,000 --> 00:06:00,000 But that person sitting in your chair for a while. 83 00:06:00,000 --> 00:06:01,000 Yeah. 84 00:06:01,000 --> 00:06:03,000 So who is that person? 85 00:06:03,000 --> 00:06:05,000 Where do they shop? 86 00:06:05,000 --> 00:06:11,000 Where do they hang out? Who are their friends? 87 00:06:11,000 --> 00:06:16,000 What do you talk about? What are their hobbies? 88 00:06:16,000 --> 00:06:30,000 And then this day and age, you start tagging those places in your posts or speaking directly to that so that they get to know you. 89 00:06:30,000 --> 00:06:35,000 And start following you. 90 00:06:35,000 --> 00:06:42,000 And then for those guests that are sitting in your chair, that's your target market. 91 00:06:42,000 --> 00:06:45,000 You're asking them, who are your friends? 92 00:06:45,000 --> 00:06:47,000 Right. 93 00:06:47,000 --> 00:06:48,000 Who would they are? 94 00:06:48,000 --> 00:06:51,000 Are they asking you where you get your hair done? 95 00:06:51,000 --> 00:06:52,000 Are you giving my name? 96 00:06:52,000 --> 00:06:53,000 Yeah. 97 00:06:53,000 --> 00:06:55,000 Are you dropping what I do? 98 00:06:55,000 --> 00:06:56,000 Yeah. 99 00:06:56,000 --> 00:06:57,000 Let me help you out. 100 00:06:57,000 --> 00:07:08,000 In fact, one of the things that I've learned recently is for a great referral program, it's not what is it? 101 00:07:08,000 --> 00:07:10,000 It's how do they do it? 102 00:07:10,000 --> 00:07:18,000 So you can't just have a referral program that says, oh, if you send me five people, I'll give you this much off. 103 00:07:18,000 --> 00:07:21,000 Well, okay, then you'll have the go-getters. 104 00:07:21,000 --> 00:07:22,000 They'll send you five people. 105 00:07:22,000 --> 00:07:23,000 Right. 106 00:07:23,000 --> 00:07:27,000 But most people go, well, how do I send you five people? 107 00:07:27,000 --> 00:07:28,000 Yeah. 108 00:07:28,000 --> 00:07:29,000 Right. 109 00:07:29,000 --> 00:07:30,000 Yeah. 110 00:07:30,000 --> 00:07:37,000 So then it's more, I'm going to take a really great after picture of your hair and I want you to send it to five people. 111 00:07:37,000 --> 00:07:42,000 And anyone who comes back to me, I will give this is the reward. 112 00:07:42,000 --> 00:07:44,000 This is the referral program. 113 00:07:44,000 --> 00:07:48,000 And so you're not telling them how or just what to do. 114 00:07:48,000 --> 00:07:50,000 You're telling them how to do it. 115 00:07:50,000 --> 00:07:51,000 Right. 116 00:07:51,000 --> 00:07:54,000 And then you're like, if they're not on social media, okay, then text it to them. 117 00:07:54,000 --> 00:07:55,000 Do you have a group chat? 118 00:07:55,000 --> 00:07:58,000 Do you have something? 119 00:07:58,000 --> 00:07:59,000 Mention it in there. 120 00:07:59,000 --> 00:08:00,000 Yeah. 121 00:08:00,000 --> 00:08:05,000 Or somebody says that, you know, compliment your hair at your grocery store. 122 00:08:05,000 --> 00:08:06,000 It could be a perfect stranger. 123 00:08:06,000 --> 00:08:08,000 Could be a perfect stranger. 124 00:08:08,000 --> 00:08:16,000 I mean, one of the things that's been brought up a lot is as hairdressers, and this does actually work for almost any business. 125 00:08:16,000 --> 00:08:20,000 But as hairdressers, most of us are in the business because we can't stop talking. 126 00:08:20,000 --> 00:08:21,000 Why? 127 00:08:21,000 --> 00:08:22,000 I know. 128 00:08:22,000 --> 00:08:23,000 Crazy. 129 00:08:23,000 --> 00:08:27,000 But after you've been talking all day, you kind of shut down at the end of the day. 130 00:08:27,000 --> 00:08:31,000 So then if you do go out to dinner, if you do go out, you stop talking. 131 00:08:31,000 --> 00:08:32,000 Yeah. 132 00:08:32,000 --> 00:08:45,000 But really, like if you see someone who does have hair similar to what you like or has the vibe of what you like or your target, start talking. 133 00:08:45,000 --> 00:08:46,000 Yeah. 134 00:08:46,000 --> 00:08:49,000 Just strike up a conversation. 135 00:08:49,000 --> 00:08:50,000 Tell them you like their hair. 136 00:08:50,000 --> 00:08:51,000 Tell them. 137 00:08:51,000 --> 00:08:55,000 Now, I do find it funny when a hairdresser goes, oh, my gosh, your hair looks so good. 138 00:08:55,000 --> 00:08:56,000 I'm a hairdresser too. 139 00:08:56,000 --> 00:08:57,000 Here's my card. 140 00:08:57,000 --> 00:08:58,000 Well, they're not going to leave their hairdresser. 141 00:08:58,000 --> 00:09:00,000 You just gave them a compliment on their hair. 142 00:09:00,000 --> 00:09:01,000 Yeah. 143 00:09:01,000 --> 00:09:03,000 Not the right thinking. 144 00:09:03,000 --> 00:09:10,000 But you could be like, I mean, you could actually do the opposite and be like, if you have any friends, here's my card. 145 00:09:10,000 --> 00:09:18,000 Because I have had clients say to me before, like, I don't want to recommend my friends to you because then you won't be able to get me in. 146 00:09:18,000 --> 00:09:19,000 Because let's be honest. 147 00:09:19,000 --> 00:09:28,000 That's the thing is like we're so afraid of losing a client or not getting every client to sit in our chair. 148 00:09:28,000 --> 00:09:32,000 But at the end of the day, you can only do so many heads of hair before you're burned out. 149 00:09:32,000 --> 00:09:34,000 Yeah. 150 00:09:34,000 --> 00:09:37,000 That's just physics. 151 00:09:37,000 --> 00:09:38,000 Yeah. 152 00:09:38,000 --> 00:09:42,000 But you got to you really almost have to narrow it down even more. 153 00:09:42,000 --> 00:09:45,000 It's not just what do you love doing. 154 00:09:45,000 --> 00:09:48,000 But who do you love in your chair? 155 00:09:48,000 --> 00:09:50,000 We're not all going to get along. 156 00:09:50,000 --> 00:09:51,000 Right. 157 00:09:51,000 --> 00:10:00,000 Well, so let's let's take, for example, so somebody who who's going to fit this niche, somebody who wants to get their hair colored. 158 00:10:00,000 --> 00:10:05,000 They come in regularly enough and keeps me busy every six weeks. 159 00:10:05,000 --> 00:10:12,000 Let's just say a modern working woman somewhere, you know, 30s or 40s. 160 00:10:12,000 --> 00:10:16,000 Semi affluent or affluent. 161 00:10:16,000 --> 00:10:20,000 And, you know, because they can afford your higher prices. 162 00:10:20,000 --> 00:10:23,000 This is just one example for now. 163 00:10:23,000 --> 00:10:30,000 But this person shops at Harman's instead of Smith's. 164 00:10:30,000 --> 00:10:38,000 She works out at Treehouse Athletic Club instead of Gold's Gym. 165 00:10:38,000 --> 00:10:40,000 It's not Gold's Gym anymore. 166 00:10:40,000 --> 00:10:47,000 But yeah, you go to a club or a sports ball in Murray instead of the plan of fitness. 167 00:10:47,000 --> 00:10:48,000 Yeah. 168 00:10:48,000 --> 00:10:58,000 Like there's she drinks Starbucks instead of brewing your own coffee, brewing your own coffee like some kind of animal. 169 00:10:58,000 --> 00:11:00,000 So that's what we're talking about. 170 00:11:00,000 --> 00:11:02,000 When you say, where does she shop? 171 00:11:02,000 --> 00:11:03,000 Who does she hang out with? 172 00:11:03,000 --> 00:11:06,000 Break it down like this and then you can understand. 173 00:11:06,000 --> 00:11:08,000 OK, so these are the kinds of people. 174 00:11:08,000 --> 00:11:22,000 So when you're creating your Instagram post, you can cater it and start to add those those hashtags and the geo tagging, the geo tagging as well. 175 00:11:22,000 --> 00:11:31,000 We kind of I hope it's just understood like we're not starting from the very beginning and explaining to people why you should be using Instagram. 176 00:11:31,000 --> 00:11:35,000 I don't know if that's going to be worth anybody's time. 177 00:11:35,000 --> 00:11:39,000 If you're a hairdresser, you're not using social media. 178 00:11:39,000 --> 00:11:42,000 This is not this isn't the podcast for you. 179 00:11:42,000 --> 00:11:45,000 It might not be the career for you. 180 00:11:45,000 --> 00:11:46,000 That's rude. 181 00:11:46,000 --> 00:11:47,000 That's rude. 182 00:11:47,000 --> 00:11:48,000 Because it's not true. 183 00:11:48,000 --> 00:11:49,000 You're right. 184 00:11:49,000 --> 00:11:50,000 It's not true. 185 00:11:50,000 --> 00:11:52,000 Bad Justin. 186 00:11:52,000 --> 00:11:55,000 But it's so useful. 187 00:11:55,000 --> 00:11:57,000 It's such a strong tool. 188 00:11:57,000 --> 00:12:00,000 But some things that we have to remember is that things are evolving. 189 00:12:00,000 --> 00:12:01,000 Things are changing. 190 00:12:01,000 --> 00:12:05,000 Instagram made all those changes to how their hashtags work. 191 00:12:05,000 --> 00:12:11,000 And there is there is a lot of fallout from that that one awards show. 192 00:12:11,000 --> 00:12:15,000 The one shot awards was like crazy affected by it. 193 00:12:15,000 --> 00:12:18,000 We have to be able to adapt. 194 00:12:18,000 --> 00:12:19,000 Yeah. 195 00:12:19,000 --> 00:12:23,000 But so say you don't have social media. 196 00:12:23,000 --> 00:12:26,000 Well, then are you hanging out at Starbucks? 197 00:12:26,000 --> 00:12:28,000 The one that's by your salon? 198 00:12:28,000 --> 00:12:29,000 Yeah. 199 00:12:29,000 --> 00:12:34,000 So you're hanging out at the at the gym, the club where you want to get clients. 200 00:12:34,000 --> 00:12:35,000 Right. 201 00:12:35,000 --> 00:12:39,000 What are you doing if you're not doing social media? 202 00:12:39,000 --> 00:12:40,000 Yeah. 203 00:12:40,000 --> 00:12:42,000 So that's why that's why I said Bad Justin. 204 00:12:42,000 --> 00:12:44,000 Because social media. 205 00:12:44,000 --> 00:12:46,000 Here's the thing. 206 00:12:46,000 --> 00:12:50,000 Doesn't matter if it's Instagram, Facebook, Twitter, whatever your jive is. 207 00:12:50,000 --> 00:12:51,000 Right. 208 00:12:51,000 --> 00:12:54,000 Well, that's where your target market is going to be, because that's what you like. 209 00:12:54,000 --> 00:12:58,000 So so I'm not going to say, well, if you're not on Instagram, you're screwed. 210 00:12:58,000 --> 00:13:02,000 That's your wherever if you're Snapchat or that's where your target market is. 211 00:13:02,000 --> 00:13:04,000 If you're a Facebook or that's where your target market is. 212 00:13:04,000 --> 00:13:07,000 I said social media, though, to be fair. 213 00:13:07,000 --> 00:13:08,000 Right. Right. 214 00:13:08,000 --> 00:13:13,000 But if you're not a social media person, then that's not where your target market is. 215 00:13:13,000 --> 00:13:18,000 There are people who are not a social media person, but that means they're out in the wild. 216 00:13:18,000 --> 00:13:21,000 Like they're they're the kind of people that are either sitting in their house. 217 00:13:21,000 --> 00:13:25,000 They're not getting their hair done anyway, unless they do need that once a year haircut. 218 00:13:25,000 --> 00:13:26,000 Yeah. 219 00:13:25,000 --> 00:13:27,000 Maybe that's your maybe that's your vibe. 220 00:13:27,000 --> 00:13:29,000 I don't I don't know. I don't care. 221 00:13:29,000 --> 00:13:36,000 And that's just it is if your vibe is this isn't your career, but you do hair to earn money. 222 00:13:36,000 --> 00:13:38,000 You should go check out sports clip. 223 00:13:38,000 --> 00:13:40,000 You should check out great clips. 224 00:13:40,000 --> 00:13:43,000 You should check it because those are the places where people are going to go. 225 00:13:43,000 --> 00:13:44,000 Yeah. 226 00:13:44,000 --> 00:13:46,000 Because that's where they're going to go. 227 00:13:46,000 --> 00:13:50,000 Right. So there are always going to be lots and lots of people that go there. 228 00:13:50,000 --> 00:13:53,000 Again, this is why define your target market. 229 00:13:53,000 --> 00:13:55,000 Define where you want to live. 230 00:13:55,000 --> 00:13:59,000 Define what you want to do, because there isn't a wrong answer. 231 00:13:59,000 --> 00:14:06,000 Yeah. But if you hate your career and hate your job, well, then mindset. 232 00:14:06,000 --> 00:14:08,000 What are you doing? Right. 233 00:14:08,000 --> 00:14:16,000 So let's talk specifically about social media, though, when it comes to how to grow your target market. 234 00:14:16,000 --> 00:14:21,000 We talked about what you need to do to define your target market. 235 00:14:21,000 --> 00:14:26,000 And it needs to come down to something that you like that you want to do. 236 00:14:26,000 --> 00:14:30,000 And like you said, to your point, people you want to be around. 237 00:14:30,000 --> 00:14:33,000 That's your target market. 238 00:14:33,000 --> 00:14:41,000 When you're starting to cultivate your social media to attract your target market, 239 00:14:41,000 --> 00:14:47,000 what what specific things come to mind or what tips would you have? 240 00:14:47,000 --> 00:14:52,000 OK, again, you have to know what lane you're in. 241 00:14:52,000 --> 00:14:57,000 For me, I'm not going to make my life harder than it already is. 242 00:14:57,000 --> 00:15:02,000 So I'm not going to have two separate accounts, one for personal, one for work. 243 00:15:02,000 --> 00:15:07,000 Because to me, first of all, one of them is definitely getting neglected. 244 00:15:07,000 --> 00:15:14,000 And the reason why we have social media on there now is for people to find out who you are. 245 00:15:14,000 --> 00:15:17,000 Who are they investing their time and money in? 246 00:15:17,000 --> 00:15:20,000 So they want to see what you're doing on the weekend. 247 00:15:20,000 --> 00:15:25,000 And honestly, if you're someone who likes to go out and party, that's probably your target market. 248 00:15:25,000 --> 00:15:28,000 So don't be afraid to post it. Right. 249 00:15:28,000 --> 00:15:37,000 I totally agree. And I did the same thing. My Instagram, your Instagram is at IBE salon H.M. 250 00:15:37,000 --> 00:15:42,000 And mine is at Justin underscore the underscore Metcalf. 251 00:15:42,000 --> 00:15:46,000 So but I did the same thing. I'm pretty sure we talked about it, too. 252 00:15:46,000 --> 00:15:51,000 When I was a banker, I mean, I wasn't going to attract clients using social media. 253 00:15:51,000 --> 00:15:55,000 I didn't I never did that. I never made the connection or whatever. 254 00:15:55,000 --> 00:16:00,000 But when I got into the beauty industry, I did start making business posts. 255 00:16:00,000 --> 00:16:06,000 So I did the same thing. I'm not going to have two different accounts. 256 00:16:06,000 --> 00:16:10,000 And if but if you do, that's fine. There are a lot of people that do and it works for them. 257 00:16:10,000 --> 00:16:13,000 Totally. And they pay attention to both. 258 00:16:13,000 --> 00:16:22,000 To your point, when you said people want to see who you are, people that's this your dating profile. 259 00:16:22,000 --> 00:16:25,000 When somebody refers you, they're going to look you up. 260 00:16:25,000 --> 00:16:28,000 When somebody talks about, hey, where did you get your hair done? 261 00:16:28,000 --> 00:16:31,000 Oh, it's from Heidi. They're going to look you up. 262 00:16:31,000 --> 00:16:37,000 They want to see the work that you do, but they also want to see what you look like. 263 00:16:37,000 --> 00:16:40,000 They want to see the way that it is. 264 00:16:40,000 --> 00:16:43,000 So you've got to have some posts that show who you are. 265 00:16:43,000 --> 00:16:50,000 Yeah, I think some people have said, like, your posts is where you put like all your work. 266 00:16:50,000 --> 00:16:53,000 Right. Look book. Yeah, it's your digital look book. 267 00:16:53,000 --> 00:16:57,000 Your stories would be like, I mean, they're going to disappear after 24 hours. 268 00:16:57,000 --> 00:16:59,000 Day in the life. Just what do you do? 269 00:16:59,000 --> 00:17:02,000 What's it look like getting ready in the morning, grabbing your cup of coffee, 270 00:17:02,000 --> 00:17:06,000 people doing the duck lips and throwing their foot up in the air, whatever. 271 00:17:06,000 --> 00:17:09,000 Reels is where you get creative. Oh, yeah. 272 00:17:09,000 --> 00:17:12,000 I mean, there are so many things you can be doing with Reels. 273 00:17:12,000 --> 00:17:16,000 Take these the sound bites that are already out there from lots of other people 274 00:17:16,000 --> 00:17:19,000 and incorporate it into your to your work. 275 00:17:19,000 --> 00:17:23,000 People freaking love those. But it also shows who you are. 276 00:17:23,000 --> 00:17:27,000 Right. It can be both. You can have both your work and your lifestyle in it. 277 00:17:27,000 --> 00:17:32,000 Yeah. That doesn't mean that the people who don't like actively creating social media 278 00:17:32,000 --> 00:17:35,000 are going to fail with this. No, no, no. 279 00:17:35,000 --> 00:17:38,000 You're not going to fail with this. No, because like I said, 280 00:17:38,000 --> 00:17:41,000 there's there's a target market out there for everyone. Yeah. 281 00:17:41,000 --> 00:17:46,000 So that's why I say if you do have two separate posts or two separate accounts, 282 00:17:46,000 --> 00:17:52,000 it's not a bad thing. But just make sure that you are still including in your business one lifestyle. 283 00:17:52,000 --> 00:17:55,000 People want to get to know who you are, not just get pretty work. 284 00:17:55,000 --> 00:17:59,000 Yeah. And I think a lot of people, what they do is they they put a link to their business 285 00:17:59,000 --> 00:18:03,000 account in their personal profile and vice versa. Yeah. 286 00:18:03,000 --> 00:18:05,000 So the kid is the kind of work they can do. Yeah. 287 00:18:05,000 --> 00:18:09,000 Let's see what they look like and what they do. Yeah. For fun. Yeah. 288 00:18:09,000 --> 00:18:15,000 But I mean, but if you're not a social media person and you don't like doing that, 289 00:18:15,000 --> 00:18:18,000 then you're going to have to rely on the older methods, which work. 290 00:18:18,000 --> 00:18:22,000 Word of mouth works. They do. They'll always talking to people at the grocery store, 291 00:18:22,000 --> 00:18:27,000 talking to people at the restaurants. It works. It will be more work. Yeah. 292 00:18:27,000 --> 00:18:30,000 One way or another, you're working at either one. Yeah. 293 00:18:30,000 --> 00:18:37,000 One's just is just different. It is. And it's it's important to understand that if you're 294 00:18:37,000 --> 00:18:40,000 depending on the kind of person you are, you're an outgoing person. 295 00:18:40,000 --> 00:18:44,000 You you are not going to have a problem handing someone your card. 296 00:18:44,000 --> 00:18:47,000 It's a stranger. They compliment your hair. Right. 297 00:18:47,000 --> 00:18:52,000 There are some people with crippling social anxiety. 298 00:18:52,000 --> 00:18:56,000 It's really hard for them to have this conversation, but they still are very creative 299 00:18:56,000 --> 00:19:03,000 and they still want to do this for a living. So they fight every day to get out of themselves 300 00:19:03,000 --> 00:19:07,000 a little bit further and get more uncomfortable. And it is very, very, very hard. 301 00:19:07,000 --> 00:19:14,000 But some things that are that they can kind of lapse on is doing that. 302 00:19:14,000 --> 00:19:18,000 Talking to a stranger thing. That's where. 303 00:19:18,000 --> 00:19:23,000 You've got to pick up. You've got to make up the gap there with your social media presence. 304 00:19:23,000 --> 00:19:28,000 For sure. And so it depends on where your crippling anxieties lie, I guess. Right. 305 00:19:28,000 --> 00:19:36,000 I mean, if you can't. If you can't find an avenue that works for you. 306 00:19:36,000 --> 00:19:39,000 Then you got to figure that out, because there has to be one. 307 00:19:39,000 --> 00:19:44,000 There has to be one, whether it's asking the client that's already in your chair that loves you. 308 00:19:44,000 --> 00:19:47,000 Great. Have a great referral program. Right. 309 00:19:47,000 --> 00:19:52,000 Whether it's social media presence, because you just don't want to talk to a stranger anywhere else. 310 00:19:52,000 --> 00:19:55,000 But you're cool talking to strangers through social media. 311 00:19:55,000 --> 00:19:59,000 Again, doesn't matter what platform. Figure out the one that works for you. 312 00:19:59,000 --> 00:20:03,000 That's your that's your avenue. Right. If it's. 313 00:20:03,000 --> 00:20:07,000 Posting things on a Facebook page. 314 00:20:07,000 --> 00:20:11,000 I mean, there's so many different ways. And with technology now, there's even more. 315 00:20:11,000 --> 00:20:19,000 It's growing all the time. Yeah. So so I mean, you are you're going to you do need to figure that aspect out first. 316 00:20:19,000 --> 00:20:27,000 And that's true for any business. Every business needs to figure out where's our target market and how are we going to have you attract them? 317 00:20:27,000 --> 00:20:32,000 Exactly. Yeah. Which avenue are we going towards? Marketing 101. Yeah. 318 00:20:32,000 --> 00:20:38,000 There's a lot to say about what options we have at our disposal, too, because I started to think about. 319 00:20:38,000 --> 00:20:47,000 I mean, there are people who there's sometimes there's negative talk in our industry about certain types of hairdresser work, 320 00:20:47,000 --> 00:20:51,000 like the people that work at great clips or sport clips. 321 00:20:51,000 --> 00:20:55,000 That's unfortunate that there's negative talk. There's just there doesn't need to be. 322 00:20:55,000 --> 00:20:57,000 You know, we're all in the same industry. 323 00:20:57,000 --> 00:21:03,000 And I was thinking, what if you're the kind of person who thrives in that kind of industry or any next situation? 324 00:21:03,000 --> 00:21:11,000 You want to come to work and have a dependable nine to five paycheck, but still do something creative like this. 325 00:21:11,000 --> 00:21:18,000 Maybe you've got a clientele that's just maybe they don't ask for you, but you still have regular haircuts every day. 326 00:21:18,000 --> 00:21:20,000 There are people who really love that. Yeah. 327 00:21:20,000 --> 00:21:26,000 There are also people who create a clientele in that environment. Right. We don't need to. 328 00:21:26,000 --> 00:21:30,000 There's there's room for everyone in every situation. Yeah, there is. 329 00:21:30,000 --> 00:21:35,000 There really is. And that's why it's like, why are there always going to be great clips and sports cuts? 330 00:21:35,000 --> 00:21:39,000 Because there's always going to be people who don't want to schedule, who want to walk in. 331 00:21:39,000 --> 00:21:43,000 And they know that they might wait five minutes or 20 minutes. Right. 332 00:21:43,000 --> 00:21:46,000 Like, but they want to walk in today and they want to get it done today. 333 00:21:46,000 --> 00:21:53,000 And yeah, you're always going to. And you will. You have those people who that's what they enjoy. 334 00:21:53,000 --> 00:21:57,000 That's how they like to do it. Right. There's nothing wrong with that. There's not. 335 00:21:57,000 --> 00:22:02,000 And from both sides, there's those kinds of guests who prefer to just, you know, I need a haircut. 336 00:22:02,000 --> 00:22:07,000 I'm just going to go get one. I mean, I was that and I never waited more than like 10 minutes. Yeah. 337 00:22:07,000 --> 00:22:13,000 That's what I thought it was. Yeah. But there will also be lots of stylists who just want that environment. 338 00:22:13,000 --> 00:22:17,000 It's the it's not always. It is. It's a comfort zone. 339 00:22:17,000 --> 00:22:21,000 And there's nothing wrong with that. If that's your career choice, that's fine. Yeah. 340 00:22:21,000 --> 00:22:25,000 But there are some people who see that as like a growing platform. 341 00:22:25,000 --> 00:22:29,000 I'm going to start here to get more practice and more experience. 342 00:22:29,000 --> 00:22:32,000 And then I'm going to move to something bigger and better. 343 00:22:32,000 --> 00:22:36,000 It's no different from like a corporate world. Right. Yeah, definitely. 344 00:22:36,000 --> 00:22:41,000 It just doesn't need to be any negative talk about where you got your start. 345 00:22:41,000 --> 00:22:50,000 Yeah, I agree. Something that comes to mind are so I've heard so many stories of people who who got their start working at McDonald's. 346 00:22:50,000 --> 00:22:53,000 Yeah. You ever talked to one of these people? 347 00:22:53,000 --> 00:23:04,000 I never have worked in fast food, but I I have talked to a lot of people who got their start at McDonald's and they have overwhelmingly very positive things to say. 348 00:23:04,000 --> 00:23:09,000 It was a very good environment. They were treated well. They learned how to work. 349 00:23:09,000 --> 00:23:18,000 They were I mean, that's I'm not saying that's everybody's story, but they appreciate where they got their roots. 350 00:23:18,000 --> 00:23:23,000 That's where they started. And now they're they're moving on to bigger and better things. 351 00:23:23,000 --> 00:23:31,000 I will say this. I feel like the people that you're talking to that say that about working at McDonald's. 352 00:23:31,000 --> 00:23:36,000 Had the right mindset to start with, which is why they're where they are now. 353 00:23:36,000 --> 00:23:42,000 Yeah, because there's got to be plenty of people who worked at McDonald's and would say the exact opposite. 354 00:23:42,000 --> 00:23:45,000 Yeah, they're also probably not so successful. 355 00:23:45,000 --> 00:23:48,000 I do tend to hang around people with positive mindsets. 356 00:23:48,000 --> 00:23:52,000 Funny. Yeah, I don't always. That's the joke. 357 00:23:52,000 --> 00:24:05,000 But when you when you talk about attracting clients, we talked about identifying your target audience, understanding what work you want to do. 358 00:24:05,000 --> 00:24:12,000 We've we've begun briefly discussing what your platform needs to look like. 359 00:24:12,000 --> 00:24:15,000 You can go the route of having a website if you want to. 360 00:24:15,000 --> 00:24:22,000 I would say I would say most definitely if you don't have a social media presence, you got to have maybe. 361 00:24:22,000 --> 00:24:25,000 Well, you know, you really don't have a website. 362 00:24:25,000 --> 00:24:29,000 I mean, you could say that if you're a salon owner, you probably would want a website. 363 00:24:29,000 --> 00:24:33,000 A lot of people when they're looking for a stylist, they go to Google. 364 00:24:33,000 --> 00:24:40,000 Yeah. And if you've got a salon page, you can show pictures of all the services you offer and the booths. 365 00:24:40,000 --> 00:24:48,000 And that's different. So there are instances where you it's beneficial for you to have a website. 366 00:24:48,000 --> 00:24:56,000 But the point is to have something to have a landing page because we do live in a technical digital world. 367 00:24:56,000 --> 00:25:02,000 Yeah. You don't want to miss out on somebody searching up something you do. 368 00:25:02,000 --> 00:25:06,000 So you've got to get your information out there. And it shouldn't just be Instagram. 369 00:25:06,000 --> 00:25:12,000 Right. Doesn't mean you have to do tick tocks and Instagram and Snapchat and Facebook. 370 00:25:12,000 --> 00:25:19,000 I think you should do the research for your area and for your target market. 371 00:25:19,000 --> 00:25:26,000 And there are some statistics out there. So if my target market is such and such, you know, where do they shop? 372 00:25:26,000 --> 00:25:32,000 There are ways that you can you can do a little research online and you can find these analytics that tell you, you know what? 373 00:25:32,000 --> 00:25:39,000 My target market, they almost always look up things in inside Google Maps. 374 00:25:39,000 --> 00:25:41,000 Yeah. That's me. That's me too. 375 00:25:41,000 --> 00:25:43,000 Anytime I look anything up, I don't pull up the Internet. 376 00:25:43,000 --> 00:25:48,000 I pull up Google Maps and I type up something and I want to see the options around me. 377 00:25:48,000 --> 00:25:57,000 Near me. Right. The people that I see when I'm searching there are the ones who have put the effort into their Google presence. 378 00:25:57,000 --> 00:25:58,000 Which is a web page. 379 00:25:58,000 --> 00:26:10,000 My business presence. Yeah. So you just have to understand where your target market is going when they're searching for a new hairdresser. 380 00:26:10,000 --> 00:26:21,000 Right. Because to your point, most people are word of mouth still, honestly, whether it be through social media or actual word of mouth. 381 00:26:21,000 --> 00:26:22,000 Yeah. 382 00:26:22,000 --> 00:26:28,000 That is still I think is probably going to be your number one. That's how you're getting someone in your chair. 383 00:26:28,000 --> 00:26:33,000 Somebody told them somebody. Yeah. I don't think people understand reviews or word of mouth. 384 00:26:33,000 --> 00:26:37,000 100 percent. Yeah. Yeah. So that's where a lot of people look too. 385 00:26:37,000 --> 00:26:43,000 But the other thing that is actually the highest next is Google. 386 00:26:43,000 --> 00:26:48,000 Because when you have somebody moving to a new area, they don't have word of mouth because they don't know anyone in the area. 387 00:26:48,000 --> 00:26:49,000 Right. 388 00:26:49,000 --> 00:26:53,000 I'm sorry. But if you were to ask them, it's Google or Yelp. Right. 389 00:26:53,000 --> 00:27:03,000 Why do you think it's that so many businesses are asking you, begging you for review promotion, paying you in some way? 390 00:27:03,000 --> 00:27:11,000 I mean, we had a guy come and replace our disposal a week or two ago and he was awesome. 391 00:27:11,000 --> 00:27:16,000 And I'm very vocal and outgoing. So I told him this went really well. 392 00:27:16,000 --> 00:27:20,000 I really appreciate it. And I love when people are just honest about it. 393 00:27:20,000 --> 00:27:26,000 He said, you know, we're having a contest right now at work, trying to see who gets the most reviews. 394 00:27:26,000 --> 00:27:34,000 So if you're if you're willing to give us a review and mention my name, I mean, I love that you got to the point. 395 00:27:34,000 --> 00:27:40,000 We're not going to fart around with nonsense. And I did have a great time and it's going to benefit him. 396 00:27:40,000 --> 00:27:46,000 So, yes, Taylor, I'll do that. And I had no problem doing it. 397 00:27:46,000 --> 00:27:54,000 Same basic principle. You've got your people that are in your chair who have come to see you since you got out of school or just you really love them. 398 00:27:54,000 --> 00:27:59,000 You mesh, you, you, you vibe. Those are the people who can help you out. Yeah. 399 00:27:59,000 --> 00:28:07,000 Just have an honest conversation with them. If you find out that the people are looking for you or that your target market is going to Yelp first. 400 00:28:07,000 --> 00:28:13,000 Get yourself on the open and ask your client, ask your guests, hey, can you do a review for me on Yelp? 401 00:28:13,000 --> 00:28:19,000 It really helped me out. It helps also if you make it stupid easy for them. 402 00:28:19,000 --> 00:28:24,000 Yeah. Having a QR code that's right there that they just snap with their phone. Yeah. 403 00:28:24,000 --> 00:28:31,000 Makes it really easy. If you're someone who does like online booking, have it send that email right after that. 404 00:28:31,000 --> 00:28:35,000 They just click the link. Yeah. Makes it really easy. I agree. 405 00:28:35,000 --> 00:28:42,000 So, I mean, and that's again, we live in a digital and technical world. That's it's not new. 406 00:28:42,000 --> 00:28:48,000 We know that that's how marketing 101. We know how that's how that works. 407 00:28:48,000 --> 00:28:57,000 But that's so we've talked about attracting clients. Yeah. But we've also said it's easier to retain than it is to attract. 408 00:28:57,000 --> 00:29:02,000 And since we're at almost 30 minutes, that's going to have to be the next episode. 409 00:29:02,000 --> 00:29:07,000 But I wanted to briefly touch on the QR codes because you got my brain thinking. 410 00:29:07,000 --> 00:29:22,000 When I was working at the distributor for the last five years, a good part of our job was talking to salon owners and stylists on how to create QR codes for the things that they want to advertise. 411 00:29:22,000 --> 00:29:31,000 And it has not been a super easy thing. I don't know how long this has been available on Google Chrome, but they have completely changed the game for everybody. 412 00:29:31,000 --> 00:29:35,000 So, again, I mean, if this has been on there for three years, then this is embarrassing. 413 00:29:35,000 --> 00:29:38,000 But but I don't care. Nobody told me about it. 414 00:29:38,000 --> 00:29:45,000 So if you go to Google Chrome and you click on the three dots, you can go down from any website. 415 00:29:45,000 --> 00:29:53,000 So, like, if you want a QR code for your website, you want a QR code for your Instagram gives you your own anyway. 416 00:29:53,000 --> 00:30:04,000 I say most of them give you a QR. So like your website or like your review page in Google Chrome, three dots and you go down to cast, save and share. 417 00:30:04,000 --> 00:30:12,000 And one of those options, the very bottom one is create a QR code there plate when somebody goes online and search. 418 00:30:12,000 --> 00:30:19,000 I need a QR code. The first 10, 15, 20, whatever their paid subscriptions always. 419 00:30:19,000 --> 00:30:25,000 They make people think you've got to pay for the subscription. You don't. Nope. You do not have to pay for QR code. 420 00:30:25,000 --> 00:30:31,000 QR QR codes are free. They are. They're actually really easy to make. 421 00:30:31,000 --> 00:30:37,000 And most most websites, most apps, most things have it for you. 422 00:30:37,000 --> 00:30:41,000 You just got to go to the menu or find it right when you want to go share something. 423 00:30:41,000 --> 00:30:45,000 There's almost always an option for a QR code to share as well. Right. 424 00:30:45,000 --> 00:31:01,000 Almost always. I agree. And I think if you're if you're smart, you should have a little plastic holder on your station that has two QR codes on the front is how they're going to pay you. 425 00:31:01,000 --> 00:31:10,000 Venmo or you know, you got your square, whatever. And on the other side, how to leave reviews, how to help your business. So I'd have them side by side. 426 00:31:10,000 --> 00:31:18,000 There you go. OK. Well, that's all for this episode. We will be right back next week and we're going to talk about client retention. 427 00:31:18,000 --> 00:31:25,000 One of the single most important things you can do for your business. Yeah. Thanks for listening. 428 00:31:25,000 --> 00:31:40,000 Bye.