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Captions That Connect: The CTC Formula · Salon Success Secrets — The podcast for salon owners who are done hustling harder and ready to break their revenue ceiling.

• 0:33
  Speaker 1: Welcome.
• 0:34
  Speaker 1: We are excited to be diving into captions that connect on this week's episode.
• 0:40
  Speaker 1: We're going to be diving into the CTC formula and how you can utilize this today inside of your salon, right away on social media.
• 0:49
  Speaker 2: Yeah.
• 0:50
  Speaker 2: So you maybe have seen this on social media, or maybe it's even been you, cause I know I've been here before too is like you think so hard about hey, what can the caption of the day be?
• 0:58
  Speaker 2: You've got this beautiful piece of artwork, this beautiful piece of hair that you want to showcase, and then you come to the conclusion you're just going to say new color brownie, blonde, brunettes.
• 1:11
  Speaker 2: Are you ready for the fall?
• 1:12
  Speaker 2: And so we're not saying that that's wrong, but today we're going to help you to really have a formula, so that you have three points that you want to capture when you're writing your captions, so that you can draw people in, because, at the end of the day, when you're creating captions, people really want to know hey, what's in it for me?
• 1:33
  Speaker 1: And, like Jen mentioned, we're going to dive into some stuff Again.
• 1:36
  Speaker 1: This doesn't mean it's wrong, it just means like, hey, it might not be quite as effective.
• 1:41
  Speaker 1: So the first thing that we want to talk about is what not to do, and really what this leads to is just ineffective captions, like captions that don't make somebody want to take action, or they feel overly you know, overly salesy, you know.
• 1:56
  Speaker 1: I think one that we see a lot inside of our industry is like opportunities available, or openings this week, or book now, or offering a discount for booking.
• 2:07
  Speaker 1: You know, I think this can be just ineffective, you know, and the reason why I think that this is ineffective is because it just feels impersonal, it feels pushy and a lot of times it's just really truly lacking that emotional connection.
• 2:22
  Speaker 1: You know, and I think, social media a lot of people go there to look for connection.
• 2:27
  Speaker 1: It's kind of like your hot wiring human connection.
• 2:29
  Speaker 1: It's not always that real thing, but people are looking for some kind of connection and when it's just like, you know, when it feels like they're just reading a billboard of book now, or here's what's available, it doesn't often entice them to take the action that you really want to see.
• 2:46
  Speaker 2: Yeah, you know, I think about it too.
• 2:48
  Speaker 2: It kind of feels like very salesy, and so people don't know it, but they don't usually like to be sold to, especially if they don't know.
• 2:54
  Speaker 2: Understand.
• 2:55
  Speaker 2: Hey, how is this going to make a difference in my life?
• 2:57
  Speaker 2: So I love that you said book.
• 2:59
  Speaker 2: Now, I think one time I read something that said I see you looking but you ain't booking.
• 3:03
  Speaker 2: I was like, oh, this is good, this is good.
• 3:07
  Speaker 2: So, like again, I've said some weird stuff before too, with captions.
• 3:11
  Speaker 2: So this is no blame on anybody.
• 3:13
  Speaker 2: It's just to help you paint a new opportunity or new possibility to say, hey, right now we need some new clients in the salon space.
• 3:19
  Speaker 2: So how are we upping our marketing game?
• 3:21
  Speaker 2: How are we upping our captioning to really draw in the right clients?
• 3:27
  Speaker 1: Yeah, I think another thing that can happen too is, you know, like we often think about what it is that we want to consume on social media and we forget about what it is that our consumers want to consume on social media, and we forget about what it is that our consumers want to consume on social media, and so sometimes we can even get a little jargon heavy.
• 3:40
  Speaker 1: You know stuff that would make sense to another stylist.
• 3:42
  Speaker 1: Like you know, we just did a ballet balayage on level eight hair and used an Olaplex treatment, and you know that might be super cool, um, but to a lot of people that are reading it, they're like I don't even know what.
• 3:56
  Speaker 1: The French I just read made absolutely no sense to me.
• 4:02
  Speaker 1: And so, you know, the average client doesn't understand that technical language, but what they do understand is like how you could help them create a transformation.
• 4:10
  Speaker 1: And so you know, of course, you know I too am guilty of, you know, using captions that are ineffective, just because you sometimes get there and you think what am I going to do?
• 4:20
  Speaker 1: You know what?
• 4:21
  Speaker 1: What should I say about this?
• 4:22
  Speaker 1: You do get stuck a lot, so we're excited to really dive into, you know, what are some effective ways that you can communicate with your clients on social media, or potential clients, to turn them into your clients right away.
• 4:36
  Speaker 2: Yeah, I think the first thing that you probably want to explore before you start creating these captions is to know who your salon avatar is Like.
• 4:43
  Speaker 2: The more detailed you can get about it, the more you'll be able to speak to that audience.
• 4:47
  Speaker 2: So you know, like, what are their biggest hair challenges?
• 4:49
  Speaker 2: Like where do they love to shop, like what age are they?
• 4:53
  Speaker 2: And you know, I just read something the other day that says, when you're thinking about age when it comes to creating a salon avatar, like, don't have it, be like 40 to 60.
• 5:00
  Speaker 2: Like if you can have it within a five-year time span, so like maybe 40 to 45, it helps you get more clear about your marketing message, cause it is going to look a little different if you're speaking to a four-year-old versus if you're speaking to a 60-year old in some aspects.
• 5:14
  Speaker 2: And so I think, once you understand that, that helps you create that clarity in creating that CTC formula.
• 5:23
  Speaker 1: Mm-hmm, I love that.
• 5:24
  Speaker 1: You know cause.
• 5:25
  Speaker 1: We'd like to really dial in deep in this, since I was still in business school and, you know, go as far as to give them a name and know where they shop and all that stuff, just because you want to know their tone and their voice and so that you can create that warm and conversational environment where you're really reflecting what it is that your brain wants to portray.
• 5:43
  Speaker 1: You know, and so you know it really does just help you to kind of engage with that right person and of course you're going to attract people outside of that Um, but when you, when you really get clear on that, it really helps make the salon branding super easy and, you know, just feel kind of effortless the next time you go to write a caption.
• 6:06
  Speaker 2: Yeah, I think it's also good to share with your team too, once you have that avatar in place, so they understand, like, who are your top guests that you serve or who is the avatar that you want to serve, because it helps them in their marketing messages as well, because I've been guilty of that too, like I knew who our avatar was, but not communicating it to the team.
• 6:25
  Speaker 2: It just created that disconnect, and so when you're able to connect the team and what your visions are as a salon owner, I think that's where magic really happens at the end of the day.
• 6:36
  Speaker 1: So good.
• 6:37
  Speaker 1: And so let's dive into the relationship triangle, because this is going to be that secret CTC formula that we've been talking about, and you can use this inside of any relationship, just so you know.
• 6:47
  Speaker 1: But, of course, we are in the relationship building business, and so this triangle works in anything that we're doing, from, you know, attracting the right guests on social media to, you know, keeping those relationships with your team members and your guests when they get inside of the salon as well.
• 7:06
  Speaker 1: And so the first C in CTC stands for communication.
• 7:11
  Speaker 1: You know, what is your communication like with the person that you are with?
• 7:17
  Speaker 1: You know, are you able to, you know, relate to them, or is it open?
• 7:22
  Speaker 1: Do they feel like they have the opportunity to be heard?
• 7:25
  Speaker 1: And, you know, are you creating that dialogue to where, um, you know you, they really feel like they're winning and you really feel like you're understanding?
• 7:34
  Speaker 2: you know what are their?
• 7:35
  Speaker 1: desires, what are their wants?
• 7:36
  Speaker 1: You know what's their their hair goals or their skin goals, so that you can really help them in that journey.
• 7:42
  Speaker 1: What is your communication like?
• 7:45
  Speaker 2: Yeah, um, and I love that you made the point of like it being so clear, like think of it, like, like you want to be able for a fifth grader to read that and it makes sense to them.
• 7:56
  Speaker 2: So a lot of times, like Lindsay was saying earlier, we'll use big words, like the balayage or the shadow route, and it's not that those words are wrong, but there's sometimes a lot of times the clients cannot relate to that.
• 8:05
  Speaker 2: So, like you know, keep it on a fifth grade level, like keep it simple, professional and clear, and I think that's where you get buy-in.
• 8:12
  Speaker 2: And I can't remember Linz.
• 8:13
  Speaker 2: Do you remember the app Is it Hemingway app that you can actually put sentences in and it'll tell you it's Hemingway app.
• 8:20
  Speaker 2: Right, it'll tell you it'll tell you like hey, this is a 10th grade level, or this is a third grade level, or whatever.
• 8:26
  Speaker 2: So just an idea for you to try out every once in a while is just say, hey, like, is this really going to be this?
• 8:32
  Speaker 2: Is this message clear and am I communicating it to?
• 8:38
  Speaker 1: the masses so that they're really picking up what we're trying to say.
• 8:40
  Speaker 1: Yes, yeah, it's so good.
• 8:41
  Speaker 1: Because I think you know too, when we're in the luxury business, sometimes, you know, there is a little bit of confusion about, like, how do you create that luxury experience, that you still connect with people, and you know, I think that that app is a key player to really make sure that things are landing the way that you're intending for them to you know.
• 9:00
  Speaker 1: So, once you've nailed down that communication piece, the next part of the relationship triangle is trust, you know.
• 9:08
  Speaker 1: And so trust you know for us is you know, do you share the same reality with somebody?
• 9:15
  Speaker 1: Like, are you able to create that trust with them?
• 9:18
  Speaker 1: You know, and a lot of times for us in our business, this really happens a lot inside of the consultation, but there's still ways for you to make that happen on social media, you know, and even just explaining to them what they can expect when they are with you during your visit, you know, explaining more about what a consultation looks like with you, or you know, just looking for ways to create that shared reality.
• 9:46
  Speaker 1: And you know, I think that this is also helpful when you have a newer team member who's maybe fresh out of school.
• 9:53
  Speaker 1: You know, they could potentially be younger.
• 9:55
  Speaker 1: Anytime anybody's serving somebody that's above that 12 years or below that 12 years of their age range.
• 10:02
  Speaker 1: You know, when you're focusing on building trust, the last thing that you want to do is like put a person between you, and so what that could look like, for example, would be, you know, if you're, once upon a time I was a 22 year old stylist and you know, I'm sure I was working with a 45 year old, and so it was easy for me to relate to that person, to my mom, and, you know, compare them to my mom a lot, and you know, say, oh, my mom likes to shop there, my mom, you know, whatever.
• 10:28
  Speaker 1: And you know that is one of the things that actually can kind of corrode trust a little bit.
• 10:32
  Speaker 1: It seems a little counterintuitive, but it truly can corrode trust just because they, you know, start to view you differently.
• 10:39
  Speaker 1: They don't start to they.
• 10:40
  Speaker 1: You're no longer the expert in their eyes, and so I think that that's kind of a key element to building that trust is to create that shared reality with them and look for things that you do share in common, because it doesn't matter the age, the gender, anything of somebody, you're going to have some things in common with them and so it's looking for those creating that shared reality.
• 11:01
  Speaker 1: And, of course, the main reason why they're there is to experience your hair or your skincare or whatever that is.
• 11:09
  Speaker 1: Holding trust by really uncovering their problems and helping them find solutions is going to be the key to that trust factor in the relationship triangle.
• 11:22
  Speaker 2: I love that and when you're writing captions on that too.
• 11:25
  Speaker 2: You know I was just thinking about trust.
• 11:26
  Speaker 2: A great way to introduce a new team member would be like hey, meet Lindsay, you know, welcome Lindsay to our salon.
• 11:33
  Speaker 2: Or welcome Lindsay to us on ABC.
• 11:35
  Speaker 2: Lindsay loves to create an experience that's calm, you know, happy and positive.
• 11:41
  Speaker 2: Check out what and then insert a client testimonial.
• 11:45
  Speaker 2: Check out what Jen said about Lindsay, and so that also helps to build that trust.
• 11:50
  Speaker 2: So, and if you're like well, jen, they're brand new.
• 11:52
  Speaker 2: They have no clients like, let them shampoo and blow dry and style out another team member and have that team member write a review for them.
• 12:00
  Speaker 2: So, like, testimonials are a great way to create that trust connection because most of the time as consumers, a lot of times we will buy just because we know our friends have bought there and so are they given a good feedback about a place that we want to go there.
• 12:13
  Speaker 2: If you've been to a restaurant, your friends talk about it like the next time you go out to eat, that's going to be the restaurant that comes top of mind for you.
• 12:20
  Speaker 2: So I think you know, using testimonials helps create that trust.
• 12:25
  Speaker 1: So good.
• 12:26
  Speaker 1: And you know, the third portion of the relationship triangle is the connection piece.
• 12:32
  Speaker 1: So we've got communication, trust and connection, and so connection is truly, you know, do you like somebody, do you feel connected to them?
• 12:41
  Speaker 1: You know it's.
• 12:42
  Speaker 1: It seems like a really simple thing, yet it's so profound, like, how do you build that connection?
• 12:48
  Speaker 1: And I think you know, really having that clarity on who your avatar is, that you're trying to serve, when you are coming up with a caption on social media, you'll know some of their biggest pain points, you know.
• 13:00
  Speaker 1: So, um, if it's, for example, you know, a busy mom, uh, you might say like, hey, are you a busy mom?
• 13:09
  Speaker 1: Um, that is looking for a highlight over lunch or a root touch up over lunch, or whatever it might be.
• 13:16
  Speaker 1: You know something.
• 13:18
  Speaker 1: Think about the avatar, think about their biggest pain points and then try to create connection with them so that they're like oh my gosh, that's totally what I'm looking for.
• 13:26
  Speaker 1: You know, it's like they read my mind.
• 13:27
  Speaker 1: I feel super connected to them.
• 13:29
  Speaker 1: It's like you almost can't even figure out why, um, but it's like you've uncovered what some of their biggest pain points are.
• 13:35
  Speaker 1: You know, because I think also too, you know it really does help.
• 13:38
  Speaker 1: You know, when you're with newer team members, you know, I think sometimes it's like the deeper understanding of you know our, our time is money and like, how do we get you know quicker at things that we're still feeling like we're giving an exceptional experience and we're delivering on our, our mission and what it is that we're trying to create.
• 13:58
  Speaker 1: But also understanding like, hey, this is what our avatars desires are.
• 14:02
  Speaker 1: And a lot of times you know the salon companies that we work with, you know their avatar is usually a busier person but they have a lot more money to spend, you know, and so finding ways to create connection with them and you know, hey, you might uncover your avatars a little bit different, but looking for that connection piece is going to be huge.
• 14:23
  Speaker 2: I think telling a story to like Lindsay was saying I love that idea of telling a story to be like hey, you know, jen came in like if you post a picture of a new look, you know Jen came in a before and after, that would be a great way to create connection.
• 14:34
  Speaker 2: You know, jen came in feeling blah about her hair.
• 14:37
  Speaker 2: Three, three hours later she walked out glowing.
• 14:39
  Speaker 2: What's your dream transformation?
• 14:41
  Speaker 2: So you're asking them a question which is going to create that enrollment and I'm like oh yeah, I am ready for my dream transformation.
• 14:47
  Speaker 2: I'm ready to, you know, go from what Jen did to a love that before and after, and so that really helps to build that rapport with some, with the client.
• 14:57
  Speaker 1: So good, you know, and there's so many ways that you can think about utilizing all three of these, like especially on your story, you know, I think trust is one that pops up, you know, just thinking about, like showing you know kind of behind the scenes things that are going on with your team.
• 15:13
  Speaker 1: I think that that builds trust because you also have to keep in mind, like hey, you're probably trying to attract new team members as well, so it's not just your, your clients, that are going to be visiting the salon, but it's also new team members, like did they?
• 15:26
  Speaker 1: They see themselves in your environment, you know, and so you can really build the trust.
• 15:30
  Speaker 1: And also for them to create that connection, like okay, I do, you know, I love when I see you know them in the back room or them, you know, mixing color or having fun together as a team.
• 15:41
  Speaker 1: I think there's a lot of ways that you can build all three of those elements so that you really can win on social media.
• 15:47
  Speaker 2: Yeah, and I love that.
• 15:49
  Speaker 2: And I think after you have the communication, the trust and the connection, like, you can have a call to action, because a lot of times guests or clients need to know what do I do next?
• 15:59
  Speaker 2: Hey, I love what they're saying here.
• 16:00
  Speaker 2: How do I book an appointment?
• 16:02
  Speaker 2: And so, just making sure it's easy and accessible for them to say, hey, this is exactly the action step that I need to take to book that reservation with that salon that I need to take to book that reservation with that salon?
• 16:14
  Speaker 1: Yes, and you know, I think even remembering to add that into your bio is huge, like making it really easy for people to book, because usually that's what you're trying to capture from social media, is that booking.
• 16:24
  Speaker 1: And so if you make that easy and you create that connection on those posts or on those stories, people are naturally going to find it.
• 16:32
  Speaker 1: But just make it really easy for them to find so that they can't wait to visit you next.
• 16:36
  Speaker 2: Yeah, and this is a great exercise to do with your team as well, especially someone new starting out.
• 16:41
  Speaker 2: We have actually a branding class in our training program for people to for our trainees to go through and kind of create their salon avatar, make sure that it's going to marry well with the salon avatar, help them create their Instagram bio.
• 16:56
  Speaker 2: So, again, it's a healthy marriage with a salon and I think you know that really helps you set them up for success.
• 17:03
  Speaker 2: I mean, we had we just had our branding class, like last week I think it was, and we helped one of the girls in the class, you know, get her bio set up.
• 17:10
  Speaker 2: She manifested her ideal avatar and it's so crazy the next day she was like Jen, you'll never believe like I got to serve my avatar and she's like I didn't even know this was possible and so it really excited her to like hey, the more clear you become, the more you can communicate your message, and usually that's what you draw in.
• 17:29
  Speaker 1: Yes, I love that, and nothing better than when people get an instant win, and so, you know, we would love for you to get an instant win today.
• 17:38
  Speaker 1: We hope that you implement the CTC formula right away and you start to see the connection, the communication, the trust that is built on the other side of this and you start to really, you know, fill up your books and see your, your dream, your ideal guest more.
• 17:59
  Speaker 2: Awesome.
• 18:00
  Speaker 2: All right, we'll catch you next week.