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If you think about the most successful salons, one of the things they all have in common is a niche that sets them apart from their competitors.

That niche could be about the type of hair that you specialise in, it could be the values that you have or it could be the experience you offer your clients.

In times of economic uncertainty the salons who have a definable point of difference attract and retain clients, while others fight it out to survive.

What are the benefits of knowing who your ideal client is?

The law of attraction says that what you put out there is what you get back. So in order to get the clients that you want, you need to send out the messages and signals that attract them.

Knowing who you want to target makes all of your marketing easier. It can save you time and money. You will:

  • Be in the right places – whether that’s other local businesses or social media platforms
  • Use the words they’d actually use to attract them
  • Create the packages or promotions that are going to get them through your door
  • Be able to choose photos that will stop them scrolling
  • Save money by setting up ad groups to exactly the right people
  • Have a constant marker that you use to measure the success of your marketing.

How do I figure out who my ideal client is?

To work out who your ideal client is, start by making a list of everything you know about your dream client. If you’re not sure what you should be thinking about, there’s a dream client worksheet you can download at the bottom of the page. ⬇️

Don’t just write the first thing that comes into your mind, take time to really picture who that client is and what their defining features are.

Your ideal client could be based on someone whose name you’re always pleased to see on your appointment bookings for the day, or it could be a fictional person that ticks all the boxes of what you’d want in a client.

If you’re struggling to figure out who your dream client is you could have a look through your online booking system. Your ideal clients could be:

  • The ones who spend the most money
  • The ones who challenge your creativity
  • The ones who make you feel good about what you do.

If you find it too hard to pin it down to a single ideal client, you can have two or three. However, whenever you’re trying to attract new clients, make sure it is always one client type you are talking to.

What now?

This is where the fun begins. It’s time to start to really get inside your ideal clients’ heads and turn your salon into their perfect destination.