Latest / Salon Success Secrets — The podcast for salon owners who are done hustling harder and ready to break their revenue ceiling. / Crafting an Irresistible Beauty Brand Story: Transformations Beyond the Service

Transcript

Crafting an Irresistible Beauty Brand Story: Transformations Beyond the Service · Salon Success Secrets — The podcast for salon owners who are done hustling harder and ready to break their revenue ceiling.

• 0:34
  Speaker 1: Well, hello, ladies and gentlemen.
• 0:36
  Speaker 1: It is great to have you with us today as we explore a topic that is really compelling in all areas of your business, from recruiting, whether it's new team members, new guests for your salon or spa or any area in between.
• 0:54
  Speaker 1: When you can nail this component of your business, you can really unlock some amazing things and attract some beautiful people.
• 1:02
  Speaker 2: Yeah, and what are we talking about here?
• 1:05
  Speaker 2: And so today we're going to be exploring creating a compelling brand story that will help impact your salon success.
• 1:12
  Speaker 2: How do we craft that story that helps resonate with the guests that you serve, the audience that you serve, and how can we make it specifically to the beauty industry?
• 1:23
  Speaker 1: Yes, and so there are so many great books about this out there.
• 1:27
  Speaker 1: I know one of my favorites is Building a Story Brand by Donald Miller.
• 1:32
  Speaker 1: I think Daniel Pink has some cool books about marketing and some fun things like that.
• 1:39
  Speaker 1: But stick with us as we really dive into how do you really turn your guests or your customers into kind of the protagonist in the story, where they're the ones that have they're presenting a problem and you can show them how your brand can help them overcome their problem and reach a happy ending.
• 2:03
  Speaker 1: So it's like how do we complete this compelling narrative to where they see themselves in this story and they want to be a part of your brand, from consumers to new people inside of our industry that want to join your team?
• 2:22
  Speaker 1: Building a story brand is going to be one of the keys to unlock finding those amazing people.
• 2:29
  Speaker 2: Yeah.
• 2:29
  Speaker 2: And so if you dive deeper into like, how does that impact the salon industry is like, first and foremost, you want to make sure that you identify your salons, or your spa's ideal guests.
• 2:40
  Speaker 2: Are they busy professionals looking for a relaxing salon experience?
• 2:44
  Speaker 2: Do they like to get in and out very fast?
• 2:47
  Speaker 2: Do they like to leave feeling more confident than they did when they entered the door?
• 2:53
  Speaker 2: So I think, to create that story brand, you first got to have your starting point and think who's the character of the story?
• 2:58
  Speaker 2: Because at the end of the day, all guests are the heroes of the story.
• 3:02
  Speaker 2: So, really getting clear about who it is that you serve.
• 3:05
  Speaker 2: And then, like Lindsay was saying, looking at their problems and I think there's internal and external problems.
• 3:11
  Speaker 2: So like, for example, an external problem would be like they need a cut or they need color or they need lashes or they need waxing.
• 3:19
  Speaker 2: So that would be an internal problem.
• 3:20
  Speaker 2: An external problem, sorry.
• 3:22
  Speaker 2: And an internal problem would be like, hey, I really could use a confidence boost or I really deserve some self care.
• 3:28
  Speaker 2: And so like, when you can really market and create that story around addressing internal and external problems, that's when you're really able to draw in the right people.
• 3:40
  Speaker 1: Yes, I think.
• 3:41
  Speaker 1: So we've identified, like who are the characters that you want to serve?
• 3:44
  Speaker 1: What are the problems, both external and internal, that they could be facing?
• 3:49
  Speaker 1: And then now we want to know how can we turn this customer into the hero.
• 3:54
  Speaker 1: It's not your brand or you that are the hero.
• 3:58
  Speaker 1: We want to turn your customer into the hero, and so the way that we do that is by positioning the salon or spa as the guide.
• 4:08
  Speaker 1: So they're going to guide people down this path with empathy and authority, you know.
• 4:14
  Speaker 1: So this could be the way that you could guide them in that way is is you could show them all of the certifications that you have, share testimonials.
• 4:22
  Speaker 1: You know that'll help give you authority to be the one to guide them down this path.
• 4:27
  Speaker 1: And then, you know, show them empathy by really uncovering what it is that they desire, so that you can start to come up with a plan.
• 4:36
  Speaker 1: You know a plan can be, you know, really simple, but you know you need to give them a plan of what it's going to look like.
• 4:43
  Speaker 1: So, you know you could have an online booking system and say you know, just, whatever your ad may be like, I know we've got a great ad out with.
• 4:56
  Speaker 1: You know, are you looking for longer, fuller hair in less time, with no damage?
• 5:03
  Speaker 1: Book here and then it, you know, starts to take them through.
• 5:08
  Speaker 1: You know, guide them through the journey of what it's going to be like to get, whatever it is that they're looking for on the other side to solve their problems, so that they feel like the hero of their own story.
• 5:22
  Speaker 2: Yeah.
• 5:22
  Speaker 2: And then, once you put that plan in place, you want to think about what's the CTA, is what I like to call to action, and this is where you like, at the end of the day, you want them to take action.
• 5:31
  Speaker 2: And so when you think about action is like hey, book your transformation today.
• 5:35
  Speaker 2: Or like schedule here, don't miss out, hurry fast.
• 5:39
  Speaker 2: And so using words of action like that will help people know exactly what to do, because there's nothing worse than saying, hey, this looks really great, but how do I contact these people?
• 5:49
  Speaker 2: Or like, how do I even schedule a haircut with these people?
• 5:52
  Speaker 2: So you just want to make sure that your call to action is clear, it's easy to understand and it's like if a second grader read it or a fifth grader read it maybe a fifth grader, a fifth grader, I don't know, they're reading so early these days and this third grade, basically third grade if a third grade read it, they would know exactly what to do.
• 6:09
  Speaker 2: So your call to action wants to be really clear.
• 6:13
  Speaker 1: Yeah, I love that.
• 6:14
  Speaker 1: And in that call to action you can even add stuff like hey, what does success look like?
• 6:19
  Speaker 1: Or what does failure look like?
• 6:20
  Speaker 1: So failure could look like you're missing out on feeling the best at their important life moments.
• 6:27
  Speaker 1: Or success could look like you're feeling rejuvenated and walking more confidently through the world.
• 6:35
  Speaker 1: So in that call to action, if you can add a little portion about what success and failure looks like, it really helps people start to realize how do they want to portray themselves in their life.
• 6:47
  Speaker 1: Because we're almost like all the main character of our own lives, or we are the main character of our own lives, and so what direction do they want to take?
• 6:55
  Speaker 1: So that really ties in.
• 6:58
  Speaker 1: Well from hey, you found the character, you know the problem, you're guiding them in the right direction, you're coming up with that plan, you're giving them that call to action, but then you're also letting them know what success and failure looks like.
• 7:11
  Speaker 1: That's when people are like oh, I can really start to see myself there.
• 7:16
  Speaker 1: And you know, it really does almost become like a 3D thing to them, where they're like I've got to get to XYZ salon or spa and really experience what it is they have to offer.
• 7:31
  Speaker 2: Yeah, so I love that you said that and it's like focusing on you know what.
• 7:36
  Speaker 2: What is your story?
• 7:37
  Speaker 2: You know, when I took over my grandmother's salon many, many, many years ago, it was known in the area as the old lady salon, so it had been here since the 70s, you know, people were still getting their hair Roller set and teased out, and so like I had to recreate that story because I became clear about who we wanted to serve and so, using that framework of being clear about the character what were their problems?
• 8:02
  Speaker 2: Really helped for me to paint the, the right marketing paint, the right Opportunities to be able to build to what we have today.
• 8:11
  Speaker 2: Because if I would have lived in that space and not rebranded, we probably would have still been stuck in that reality of being the little old ladies.
• 8:18
  Speaker 2: Nothing, there's anything wrong with little ladies because they're beautiful.
• 8:20
  Speaker 2: I love little ladies.
• 8:21
  Speaker 2: But we'd be stuck in that brand of being the little old ladies salon.
• 8:25
  Speaker 2: So sometimes it's really great just to pause and reflect about hey, what is the story I'm creating now and what in that story needs to be elevated to attract the right guest.
• 8:35
  Speaker 1: Yeah, I love that, you know, and that's you know.
• 8:37
  Speaker 1: I love the transformation that you've really created inside of your salon company, gin, and I think you know anybody could Utilize that inside of their company today.
• 8:49
  Speaker 1: You know it's really looking at hey, how do we show up on social media?
• 8:53
  Speaker 1: Or you know what is it that we are, you know, attached to inside of our community?
• 8:59
  Speaker 1: You know, are there different events that you help with or do you have any?
• 9:04
  Speaker 1: You know, events that you host inside of your salon or spa and really think about does this match the clientele that we want to serve or how could we incorporate more of those things that attracts that clientele that we want to serve?
• 9:20
  Speaker 1: You know, and I think when you're thinking about this, you know of how you can implement this into your own company Really think about.
• 9:29
  Speaker 1: You know that customers, they they're really looking For solutions to internal problems.
• 9:35
  Speaker 1: You know companies tend to sell solutions to external problems, but customers buy solutions to internal problems and so, you know, when you think about it from that standpoint, you know how can you portray this inside of social media.
• 9:51
  Speaker 1: You know a way that you can do it is instead of saying, you know, book a complimentary consultation for Extensions to get longer hair.
• 9:59
  Speaker 1: You know you could say what would it be like if you woke up every day with your dream hair.
• 10:05
  Speaker 1: You know how much more competent would you walk through the world.
• 10:10
  Speaker 1: It just has a totally different.
• 10:12
  Speaker 1: You know, you start to paint a totally different picture in your mind when the other ones, you know, kind of like just telling people hey, here's the external problem that we solve and the other one's talking about solutions to internal problems.
• 10:25
  Speaker 1: Like confidence, you know who wouldn't want a little bit more confidence?
• 10:29
  Speaker 1: You know, and we know, if you are somebody who who utilizes hair extensions, they definitely Up your confidence.
• 10:38
  Speaker 1: You know, maybe it's like, hey, the first time you got a derma plane, remember what your skin felt like and how much glow you had and your makeup went on so much better.
• 10:48
  Speaker 1: So you know, if you, if you talk about, hey, do you want to be more confident in your makeup or without Makeup on every single day?
• 10:59
  Speaker 1: Like would you love to.
• 11:01
  Speaker 1: You know, 24 hours a day, feel confident running into Anybody in the world.
• 11:05
  Speaker 1: You know there's so many people that are like, yes, sign me up, I need to get there to guide me down that path to get there.
• 11:13
  Speaker 1: So when you start to kind of flip the switch on External problems to internal problems that you're trying to help people solve, it really can help you, you know, change the overall look of your salon or spa Just like Jen you were talking about with from going from the old ladies salon to this modern, beautiful, amazing place that really serves all kinds of customers.
• 11:40
  Speaker 1: But you're really helping them with a lot of their internal problems versus their external ones.
• 11:46
  Speaker 1: Of course that goes hand in hand, but you're getting more attraction based on that internal yeah, I'd love that you said that.
• 11:53
  Speaker 2: You know it's because it's like when you're working with new service providers too and they're creating their social media and it's just like book now, book now, opportunity nine to five every day.
• 12:04
  Speaker 2: You're like, well, okay, let's pump the brakes just a little bit, because you got to think about what is your USP?
• 12:10
  Speaker 2: We like to call that your unique selling proposition.
• 12:13
  Speaker 2: And so, like you got to be able to serve first before you ask to come in.
• 12:18
  Speaker 2: And so really thinking about that, like Lindsay was saying, using that unique script, that unique language that's gonna be filled, different when you read it or see it than any of your competitors like being able to deliver on that when they come to the salon space.
• 12:33
  Speaker 2: So think about what is that unique selling proposition.
• 12:36
  Speaker 2: Maybe it's a neck massage, maybe it's a extra hot towel, maybe it's the greeting and using some of that in the brand story so people can start to relate to that and say, wow, I wanna experience that, I wanna feel that.
• 12:50
  Speaker 2: And so, before we just go say book now, book now, book now, and not that there's anything wrong with that, but I do feel like we really have to understand what is our unique selling proposition here and how can we serve first, before we just vomit book now everywhere, because, honestly, if you follow a lot of service providers and you open up Instagram, most of their work is gonna be like book.
• 13:14
  Speaker 2: Now, here's opportunities, here's opportunities.
• 13:16
  Speaker 2: And again, I'm not saying that that's wrong, but like, what are we doing to serve to really create that point of difference?
• 13:22
  Speaker 1: Yeah, I love that you said that.
• 13:23
  Speaker 1: It just brings to mind about that serving, like you said, like what are different ways that you can serve?
• 13:30
  Speaker 1: And so really looking for ways that you have helped transform people's lives and talking about what it did for them internally is huge, because customers trust a guide who has a plan and so if you are looking to be their guide, come up with a plan.
• 13:49
  Speaker 1: So some different ways that you could serve people are hey, we're getting ready to head into spring, let's say.
• 13:56
  Speaker 1: A lot of people probably are still experiencing some dryness from all of the winter heaters that have been on and just sucked all of the moisture out of the air, and so, whether that's skin or hair, offering them some solutions, guiding them down a path and saying, hey, if you want to customize treatment plan, here's a couple of opportunities that I have.
• 14:24
  Speaker 1: Or here's how you can book with me.
• 14:27
  Speaker 1: I think a lot of customers don't act unless you challenge them to act.
• 14:31
  Speaker 1: But, like Jen said, you don't do it by saying book now, book now, book now.
• 14:36
  Speaker 1: You have to kind of show them like, hey, here's where I'm gonna guide you.
• 14:39
  Speaker 1: I'm a person with a plan, I have some authority.
• 14:42
  Speaker 1: Here's some great testimonials that I've had.
• 14:45
  Speaker 1: Here's some education that I've been attending, and I would love to be a part of your transformation and really help you walk through the world with more confidence, because every human being is trying to avoid a tragic ending and you can be the one that helps them become the hero.
• 15:04
  Speaker 1: You don't wanna become the hero.
• 15:06
  Speaker 1: I think that that's another thing that is really common inside of our industry.
• 15:10
  Speaker 1: There's so many service providers that are like look at what I did, here's what I do.
• 15:15
  Speaker 1: I'm different because of this, and to me that can kind of almost have almost like a I don't know a draining undertone to it.
• 15:27
  Speaker 1: You know it takes from you, it doesn't add to you.
• 15:29
  Speaker 1: You want to look for ways that you can make them the hero.
• 15:32
  Speaker 1: You know, like okay, yes, you might have put the extensions in their hair or you might have derma playing their skin, but they're going to be the ones walking through the world with more confidence.
• 15:42
  Speaker 1: And so when you can help to, when you can start to change that narrative for people on social media, they're going to be so much more attracted to you and they're not going to know why one feels like yuck and one feels like yum, but they're, of course, going to be a part they're going to want to be a part of that yum story where they are the hero and their own story and they're avoiding that tragic ending and really just living their best life.
• 16:09
  Speaker 2: I love that and you know I think about, well, what are some great companies outside of the beauty industry that really have done a nice job or great job of telling their story through a story brand element, and one is I think of as Airbnb, you know, as their brand story centers around the idea of belonging belonging anywhere like that is their brand story, so everything they do begins and ends with that and so, like, their message is very clear across all websites, marketing materials, you know, really helping to position their customers as the heroes who are seeking those local experiences.
• 16:42
  Speaker 2: Another one that comes to mind, too, is Apple.
• 16:45
  Speaker 2: Like their story brand element is empowering creative expression and innovation.
• 16:50
  Speaker 2: So when they're clear about their message, that helps to create clarity in their marketing, create clarity in their hiring.
• 16:57
  Speaker 2: I mean it just it really helps to enroll the right people.
• 17:01
  Speaker 2: And when you're clear about what you're delivering and what your message is, that's when I think you're really able to strategize and really have a profitable, successful business.
• 17:12
  Speaker 1: Mm-hmm, yeah, so if you're looking for ways that you can implement, you know, creating a brand story inside of your salon or spa right away, you know, just to kind of recap what we've talked about, really identify who your ideal guest is that you would like to serve.
• 17:30
  Speaker 1: You know, almost create like a 3D rendering of them.
• 17:34
  Speaker 1: Where do they shop, where do they like to eat all of these amazing things, so that you can really start to focus in on who those characters are.
• 17:42
  Speaker 1: That's what their problems are.
• 17:45
  Speaker 1: You know, as a team, help your team start to understand the difference between external and internal problems.
• 17:52
  Speaker 1: So you know, just a reminder, that external problem is like they need a haircut, like Jen said.
• 17:57
  Speaker 1: You know internal would be that they are desiring a confidence boost, you know, or that they believe that they deserve self-care.
• 18:06
  Speaker 1: You know.
• 18:07
  Speaker 1: So that's the difference between an external and internal problem.
• 18:11
  Speaker 1: But then also position yourself as the guide.
• 18:13
  Speaker 1: Come up with a plan.
• 18:15
  Speaker 1: Let people know that you have empathy and also authority.
• 18:20
  Speaker 1: You know you're gonna.
• 18:21
  Speaker 1: You understand that they might be struggling now, but you're gonna help them get here.
• 18:25
  Speaker 1: Here's the plan, here's the guide.
• 18:28
  Speaker 1: And you know, share with them some testimonials, share with them education, or, you know personal development that you do, and once you've given them that plan, give them that call to action, let them know what success or failure would look like on the other side and really be ready to make them the hero of the story.
• 18:49
  Speaker 1: You know, because you'll win on the other side of that, because who wouldn't want to have, you know, 110 heroes that you were doing each month as your guests?
• 18:59
  Speaker 1: I know that sounds amazing to me.
• 19:01
  Speaker 1: When people feel that empowered about the confidence that they're walking through the world with, it's just, you know, an incredible place to be.
• 19:11
  Speaker 2: Awesome.
• 19:11
  Speaker 2: So here's to finishing up your story brand or recreating your story brand, or just getting present to what's truly possible, having that plan in place, really creating that call to action and, at the end of the day, you should be able to see a difference in the way you're marketing, the way you're recruiting, because that clarity creates certainty and when you have that certainty, it creates a lot of sanity for you as a salon owner.
• 19:40
  Speaker 1: And you know, text us at 855-650-3445.
• 19:45
  Speaker 1: Let us know what your favorite part of today's podcast was.
• 19:48
  Speaker 1: We would love to hear from you.
• 19:50
  Speaker 1: Send us your questions or send this podcast over to a friend.
• 19:54
  Speaker 1: Even if they're not in the beauty business, they could really see how to apply this to their business.
• 19:59
  Speaker 1: You know, I think salon and spa owners are like the honeybees the connectors of the earth.
• 20:06
  Speaker 1: You know we go out and pollinate the earth and don't even think twice about it.
• 20:10
  Speaker 1: So think of somebody that you could pass this forward to so that you would have the opportunity to even take on more in the future.
• 20:16
  Speaker 1: Thanks for listening.
• 20:17
  Speaker 1: Bye for now.