How Do Your Clients See You?
Who You Were, or Who You Are?
The fact that you are here means you’re probably thinking about your professional image … perhaps making it a bit stronger … edgier … more competitive. Some might only be seeking to freshen up their image to attract new clients … and excite their existing ones.
Of course there’s the X-treme make-over salon owner who wants to re-invent themselves with a radical change in image. Perhaps OK for ‘Tabatha’s Salon Takeover’, but you are probably not in that drastic frame of mind . . . at least not at the moment.
Whatever the reason you are thinking about your PR, you’ve probably got some homework to do before you start writing anything and hitting the phones. Like building a house, you start with a vision and a plan. You need to know what your house looks like before you start grabbing at hammers, nails and screwdrivers at Home Depot.
Here is a Great Place to Start
What we observe is that many salons and spa owners are often just plain ‘stuck’ on what their image is (or should be). They are ‘stuck’ in the past because work and life is so busy, and they simply don’t have the time to ‘mull’ on it and ‘envision’ what else it might become.
When we ask a prospective client “Well, tell me about your salon?”, it’s often clear they haven’t sat down and really ‘put into words’ what they represent, what they stand for, how they feel about fashion, how they feel about their clients . . . their identity, their point of view, their ‘unique selling propositions’. Your image should be just that . . . an image in your mind … and down on paper to start.
Like everything else about your business, If you don’t know where you are now and where you want to go, how will you know when you have gotten there?
How will you measure success?
When you are asked about your salon/spa, you should know exactly what you are going to say in a few brief sentences. When asked what you do, again, you have those words at the tip of your tongue.
Great training for getting ready for that moment, that opportunity, when an editor, a producer, a potential employee or a potential client asks you about your salon. Think about it.We do an exercise in our PR Power Workshop called “The Supermarket Conversation”.
In this exercise everyone has an opportunity to answer the question, “If you heard two people discussing your salon in the next aisle in the supermarket, what one thing would you want them to say about you and your salon the most? What is the second thing you would most like to hear?”
Food for thought?
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