To stand out in a crowded beauty market, stop competing on price or location. Instead, own a genuine specialty that makes clients travel and pay premium rates. Become the best in the world at that niche, and word-of-mouth does the marketing for you.
If you're in a crowded marketplace and you want to stand out, you want to win the clients, then you need to find a way to be unique, to be different, so that you become a destination site where people will take longer to drive to you, will spend more money with you because they want to do business with you over everybody else. Hi, I'm Evan Carmichael. I believe that hungry entrepreneurs deserve help, and today I'm answering a question from a reader Mega, who wrote in, "Hi Evan, hope you're doing good. I wanna thank you for all the inspirational articles you've mailed me." Thank you, no problem. "It's always really helped, inspired me in a lot of ways." Long email, basically she works at an agency and is representing a beauty salon and is trying to think of ways that the beauty salon can grow their business. Beauty salon's a competitive industry. There's a lot of beauty salons. What you didn't tell me here is about what's different about this beauty salon. Instead of fighting the battle that most beauty salons face, which is either on price or on location or both, right? You're competing with the other beauty salons in your area and people only go so far. They pick the closest one or the cheapest one. That's not the game you want to play. You have to be different. What is so different about your beauty salon that will make people travel further and spend more money just to be with you? Why would somebody drive an hour to get to your beauty salon? Why would somebody pay 5 times as much as normal prices to be with you? That's what you need to figure out. That's your marketing. That's how you grow it. You have to be known as the beauty salon that helps X, helps these people, helps solve this problem. What's so special and different and unique about you? And that's got to come across in all your marketing. Right, when you write in an email to say I have a beauty salon, it doesn't tell me anything. How many beauty salons are out there? Tons. What's your competition? Tons. Everybody's doing the same thing. The opportunity to stand out is tremendous. There's no differentiation between these guys. It's usually just who's closest, and you're pulling from your local market. And if there's one that's close to you, then it's whoever has the cheapest price, typically. You can't play that game. You have to change it. You need to be the only beauty salon that does a certain thing. You're the best in the world at it, and people will drive an hour and spend 5 times as much money because they want to be with you. So what is that? That becomes the core of all your marketing. Word of mouth will spread like wildfire because people will tell their friends, "I went to this place because they do this." That's the hook you gotta figure out, and it can't just be a marketing angle, can't just be a PR angle. It's gotta be part of the business. You have to genuinely do this. You need to have that thing about your business that makes you stand out, and it may already be there. I don't know about the owner, I don't know why they started their business, I don't know what makes them different, what their passion is, what else they could bring to the company, but you have to figure that out. You have to talk to your client and figure that out, because that's going to be the best way to build the business. And forget about the advertising and the radio ads or marketing or whatever else you had in mind. Those are all just band-aid solutions. You're fighting a losing game. You'll have incremental growth, tiny growth, and you'll spend a lot of money doing it. The way to stand out is to be totally different. Be the best in the world at something and make it something that people will drive and spend more money to be with. So figure out that angle. Let me know what it is. Good luck. For those of you watching, you like the video, please give it a thumbs up below. Always want to do more for you, and I want to hear from you. Please leave a comment under this video about this topic or question that you have for your own business, and I'd love to try to answer for you. It really makes my morning every time I see comments come in. So thank you guys, and I'll see you soon.
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