We discuss the relationship between storytelling and marketing.
The Role of Storytelling in Salons
We highlight the importance of stories in marketing.
Stories are sticky. People remember stories.
A well-crafted narrative can set a salon apart.
Todd shares some thoughts about Nike.
A quote from "The Brand Gap:"
“When enough individuals arrive at the same gut feeling,” he writes, “a company can be said to have a brand. In other words, a brand is not what you say it is. It’s what they say it is.”
Your Salon's Narrative
Explore the process of crafting a salon's narrative, including defining core values, mission, and brand identity.
Example: One of your core values is perseverance; that's great! What have you persevered? What's the story that you can connect with the word to make it an emotion for your client?
Your Salon's Origin Story
Your origin story can set the stage for clients to begin engaging and trusting your business.
Client Stories and Testimonials
Making your clients "famous" is a more impactful strategy than trying to make yourself famous.
Tell the stories of happy clients.
Visual storytelling
What powerful visuals do you have or can you create that express your story?
Do you do a ton of education at your salon?
Then, you should be creating content that tells that story. Video a class and use clips; you don't have to use the sound; put something else over it.
Building Emotional Connections
Storytelling can build emotional connections with clients, fostering trust and loyalty.
Example: Share some client transformations but include the story and the client's why if appropriate.
Clients who feel emotionally connected are likelier to engage with the salon through repeat visits, referrals, and active participation in loyalty programs and events.
Authenticity and Consistency
Keep things the same. Tell the same stories over and over again. A common mistake we've seen in marketing is when people try to recreate the wheel constantly. Just stick to your target audience and your values.
Evolving
You don't want to rewrite your mission statement yearly, but growth brings change.
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