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You're tuned into Reviving the Stylist, a business podcast for hairstylists looking to build a dream career that creates financial freedom and flexibility. I'm your host, Kristen Lumiere and as a stylist I've had my share of successes. Building a successful six plus figure business working only three days a week while being able to prioritize my family, travel and buy my dream home. I know it doesn't sound easy, but if you put in the work, I guarantee you'll see results. No matter what your goals are. I'm super stoked that you're here so I can help you crush them. Let's start today's episode.
Kristen Lumiere 0:00
If you're tuned into Reviving the Stylist, a business podcast for hair stylists looking to build a dream career that creates financial freedom and flexibility. I'm your host, Kristen Lumiere. And as a stylist, I've had my share of successes. Building a successful six plus figure business working only three days a week, while being able to prioritize my family, travel and buy my dream home. I know it doesn't sound easy, but if you put in the work, I guarantee you'll see results. No matter what your goals are, I'm super stoked that you're here so I can help you crush them. Let's start today's episode.
All right, so today, I am going to do something a little bit different because I've actually been talking about this for a while in my in person classes, especially my business classes, because I actually teach marketing classes to hairstylist in person and I have been flying around the US this year, and really just diving into it. And it's been so fun seeing like, hairstylist look and listen to all of these different things that they should be doing in their business from a marketing standpoint. And one of the things I really make sure to tell my students is that you are not a hairstylist, first, you're actually a marketer first, because if you do not market to your target market, which is the people that you want sitting in your chair, AKA your dream clients, then you're not going to have a business at all, because I don't know about you, but I can't run a business on zero income. And if I don't have clients coming into my chair constantly, then I'm not going to be able to make an income to sustain my life, and also to reach whatever goals that I may have. So marketing is a really key piece, when it comes to actually working behind the chair and building your clientele. Oh, who would know? Right? I guess that's something that could be a given, right? So we're going to be just really diving into classes that I think all your stylist should invest in, that are not beauty industry related. And I know that there are a lot of hair stylists out there who really just focus on classes from like their favorite educator, or they look and see, like industry professionals that also have business classes, and they take those and that's good enough. And for me, yeah, that definitely can be good enough. That can be something that you take that uplifts your business, but it's not going to get you next level. Now what's going to get you next level is investing in education that is not industry related, that will help you achieve your goals. And I'm going to be the first to tell you that I have definitely invest in education that did not meet my expectations. But I have also invested in education that I wanted to give up on in the very beginning because it was hard. And I ended up not but taking a step away from it for a little bit and then going back to it. And I'll give you an example because I invested in Facebook ad education probably about a year and a half ago. And when I did, I started the course. And I remember thinking to myself, holy cow, this is really, really difficult to grasp for me, because it's the first time I have ever done any type of educational class on paid ads. I typically do organic marketing, I don't do a lot of paid advertisements, especially at that time. So it was a new lake to jump into. It was cold at first, if you like that type of analogy. But when it came to that specific thing I wanted to give up instantly, because I wasn't good at it right away. And I'm the type of person that I like to be good at everything that I do. I like to be great at everything I invest my time in. And that was difficult because I had so much to learn and I wasn't going to be instantly great or instantly good or get those instant results that I'm wanting that were making me really excited. And for me, I was like I can reach so many more people and help more people if I invest in paid advertising. But it is really difficult to grasp if you've never done it before. Now talk to me about organic marketing, and it's easy. I can teach you how to set up a organic marketing funnel that's going to have your dream clients going down and booking appointments with you super easily. But when it came to creating paid marketing funnels, that was a whole other thing. So that's something that I just want to let you know is that when you invest in education, that is not something that you grasp instantly. It's going to be really easy to get discouraged. But you have to push through and when I say push through I mean you got to go Whoa through the discouraging part. So that way you can actually get your big wins and also get the most out of whatever you're investing in. Now I know that I've mostly talked about like paid ads, that's not going to be something that I recommend you as a stylist invest into, because you don't need it. You can build your clientele organically through social media without having to spend $1 on it. And I would tell you that because I know, because I've done it in three different states, I've done it in California, then I moved to Kansas, and I moved back to California, and I built a clientele all three of those times in those moves. And then I moved to Texas, and I moved to a few different places in each of those states. So I've rebuilt my clientele a whole bunch of time, over the last 11 years that I have been behind the chair as a stylist. So you do not need to do paid advertising when it comes to it. That's not one of my recommendations for classes. But what I do recommend is that you invest in a marketing class that is going to be teaching you how to actually set up funnels, or what funnels even are, or even just the foundations to marketing, like your message and how your message resonates with your target market. And what a target market is. Those are definitely things that I can teach you 100% Like that's I will tell you right now, marketing is my favorite thing. I'm actually the director of marketing at Lumiere salon LLC, which happens to be my company. And it is something I pride myself on more than anything. And I'm actually going to be coming out with a big marketing course, very, very specific to marketing and some other things next year, that I'm super stoked about. And I will share as more stuff comes out. But it's one of those things for hairstylist that's either going to make or break your actual business. So you have to invest in great marketing education. If you don't view yourself as a marketer. First, you're not going to be able to make the income that you're wanting, because you're not going to have demand on your time, you need to have demand on your time. And when I say that, I mean more new clients coming in requesting for your services. That way you can increase your prices, you don't have to worry about inflation or recession because you constantly have a steady stream of demand on your time. So you actually can raise your prices, make more money and live the life you're always have wanted to live or at least achieve your life goals. For me my life goals were I wanted to work less behind the chair, still make the money that I wanted. So that way I could achieve things like travel, buy my dream home, purchase whatever car I wanted, also be able to give my children like the lives that I wanted them to live by horses live in the country, whatever it is, that for me was like kind of a big deal. But whatever it is for you, it's so so important that you have that marketing piece, super online, like it's got to be unlocked. If you don't have that marketing piece figured out, you are kind of running by the seat of your pants, you're flying by the seat of your pants. So marketing education is definitely going to be number one when it comes to classes that I think you should take. And I don't think that you should actually invest in beauty industry related marketing. At first, I think that you should go and look up a course maybe even just go on YouTube, and test around a few different course creators there for marketing, because there are people who do general marketing courses that are more broad instead so specific. And then once you take that so you have a general foundation of how marketing works, then invest in a course that is more industry related, so you have more knowledge behind it and you at least have your foundation put together. The next one that I really really think so so many stylists need education in is copywriting. Now, copywriting if you've never heard that term before is quite literally just the text that you write when you are posting on social media, your texts on your website, your text and your emails. That is going to be number two, and it is the second biggest one because copywriting helps you get clear on your message. And the message that is created will connect with that client with that student with that company, whoever you're trying to connect with when you are typing something out, you're going to understand how to better connect with people with your copywriting. So copywriting is extremely extremely important and I have taken copywriting courses I have invested in copywriting education. I've also invested in specific things like how to create a sales page and how to add your personality to your actual copywriting which again, your call be writing is your texts that you post in your Instagram captions. It is basically anything that you type out is copywriting. Anything someone reads is copywriting. Now when it comes to that, it's so incredibly important to actually show your personality not be generic. Because the more generic you are, the less connection that you're going to have. The copywriting is quite literally the connection piece, you're going to connect with people if your message actually resonates with them. So copywriting is absolutely number two. Number three that I would really recommend is branding, taking a branding class. Now there are people like for instance, my branding manager and the lady that I absolutely love. And one of my great friends, Piper, Dae Jung, she is someone who is connected to the beauty industry. Absolutely. But she does web design, she does coaching, she also does graphic design and that kind of stuff, I wouldn't necessarily put it 100% into the beauty industry, I would say she's connected to it. But she has a vast amount of knowledge outside of the beauty industry. And you're able to get a outside perspective, but also an inside perspective on something like that. So definitely branding and brand awareness and how to build that is something that I would recommend for number three, super, super important because when you have your marketing on point, you have your funnel created, you have all of your message figured out, you know how to write copy really well, then you need to actually have your brand connected with all of that. And that is going to help create a really great pathway for you to actually have a solid solid like super, extremely solid business foundation when it comes to a visual, a marketing and a feel to your entire business. So it's something that I would 100% recommend 150% Those three things are extremely, extremely important. Now, when you are doing all of this, one thing that I would say is you have to really do your research, go and check and make sure that you are investigating every possible educator or course creator that you're looking into possibly investing in, and just make sure that their message is actually resonating with you. What they're saying is going to be something that you read, and you're like, Yes, I need those wins, or yes, that actually sounds great. That is a problem that I'm having. And this course is the solution. So the biggest thing is figuring out like what problem do I have? Some of them you might not even realize until you actually go to a course creators sales page. And you see like, these are the issues that you probably are having right now. And you might start reading them and be like, huh, yeah, actually, I am having those issues right now, and I want to fix them. So then that is going to be a key piece in your investigation process, we're going to be like, Okay, that is a problem that I'm having. And this course offers a solution for that. So that actually sounds great. So that is one of the things that you need to do when you're investigating just to make sure that what you're possibly thinking about investing in is going to give you back something that you need to cure a problem that you're dealing with. That's always the way that I select what I'm going to invest in. So recently will actually not so recently, I invested in a Facebook and Instagram ads marketing course. So paid advertising marketing course. And like I said, I took it a year and a half ago. And when I say I took it, I mean I maybe finished like two lessons. And the like terms were really confusing for me. So I decided not to continue. And I remember thinking myself, man, I paid over like $1,300 For this course, and I just lost money. And I'm not the type of person that's like I want a refund, I will invest in something. And if I invested in it, and I don't get what I get out of it, I will typically just leave the course and I'll just sit and I won't utilize it. Now, I will request a refund, which I'd never had before. If I take a course and it does not do anything that it stated it would then of course I would request for a refund. But for me, I'm very, very good at my investigations. So I typically don't invest in anything that isn't going to give me back what it says is going to so when I do my investigations, I will typically go out read a sales page, and I will sign up to learn more. I'll read emails, I'll probably be on a waitlist for anywhere from a month and then I'll actually go and invest my time in some of their free education. So free education being like a masterclass or a webinar or I'll join like a Facebook community something like that. And I will just really watch and see how that educator is interacting with their Students, the types of Windsor students are actually getting what I am seeing based on those specific things. And then with that free class, it will let me know, okay, is this person actually someone who can teach, and do they do it in a way that I'm going to understand, because I'm very teachable, but I do have a specific way that I learn. And not every single person or educator out there connects with me or I don't connect with them. And it's difficult for me to then grasp their education. So that's typically what I will do. And if all those things line up, like their emails, connect with me, their free education is connected with me, I see that other people are actually getting wins from this course. And it's not something that they've made up, then I will invest in that education. And for me, that's exactly what you should do, too. And if you're here, and if you've been with me for a long time, you know that I'm all about making sure that you do what's best for you, and uplifting you in the industry. Because if you have a thriving business, if you have a thriving career that you absolutely love, and you're passionate about, you're going to be in the industry for a long time, and you're going to be successful for a long, long time. And that is always the goal. I'm going to come out with a part two to this one, because there are definitely other classes that I think Silas should invest in. But those three that I talked about today are definitely the most important that I always suggest stylists really, really invest in. Anyway, I've got to get back to my Facebook ads, marketing education, and I swear to you, I should have a marketing degree after how much I've invested in marketing education, I really should. And I've actually thought was like maybe I could go back to school and actually get a degree. But then I thought about it. And I was like no, because really what I have seen with like marketing degrees and with like college classes and that kind of stuff is that they're really just teaching you how to be like a marketing executive in like a big head company. And I don't know if that's necessarily something that I'm going to be able to utilize to apply like real world to my business, but who knows what the future has to hold. Anyway, thank you so much for joining me on today's podcast, and I'll see you next week on the next one.
Thank you so much for joining me today on Reviving the Stylist. If something really resonated with you during this episode, take a screenshot share it to your Instagram story and let me know what you loved most don't forget to also send it to a friend so that way they can reap the incredible things from this episode too and leave me a rating and review. I'd also absolutely just love to connect with you outside of the show too. So you can find me on Instagram at Kristen dot Lumiere that's L u m i e r e or my website, Kristen lumiere.com. And before I go, I just want to leave you with one reminder. It isn't about living to work. It's about working to live. And that is my goal for you friend, because you deserve it. I'll see you on the next one.