Can ALL businesses create that "we are different" marketing angle?

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Permalink Reply by Michael J Dukehart, II on November 16, 2009 at 9:36am

It would kind of determine what sort of client base she already has. Are the clients she has requesting her or just drop-ins? If requesting her is it because she is that good or the others are sub-par; or could it be that she just is in at the right hours?

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Permalink Reply by Chris Tomlinson on November 16, 2009 at 7:02pm

Michael,

The majority of her clients request her and she does have a decent amount of walk-ins. From everything that I understand two chief complaints with current clients is the price of cutting/styling which she has no control over because she just booth rents. The other complaint is some of the irritating and somewhat non-professional mannerisms of a few said people within the salon.

She's good. Damn good. She picks up relatives of relatives of clients because they are so happy.

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Permalink Reply by David Mark on November 16, 2009 at 12:10pm

Sure. Why not? The challenge is not whether you can be different, but whether you're better. Different is easy. You sell a red shirt. I sell a blue shirt. There's the difference. BUT my blue shirt does not shrink,does not lose its color, is armpit stain resistant, has cool technology, micro fiber, AND made in the USA. Yours has none of these things and is made in a sweatshop and is only $3 cheaper. Who has the "better" option? Unless you despise blue, then I do.

There's my elementary example of the day. ;)

I'm not in the salon biz, but whatever she does, she needs to go to the edges. In other words, get away from the mediocre center where so many reside. The "problem" with a small town is that going to the edges may be intimidating for the customers (and perhaps your wife). One of my favorite taglines, 'downhome goes uptown', is from a local restaurant called Zest! located at 1134 East 54th St. There tagline reminds me of what you're wife may be wanting to accomplish. Small town salon with uptown sophistication w/o the extra fluff OR much extra fluff (going to the edges). ???? Here's the thing, she can always adjust her sails along the way. If she wants to be the talk of thew town, then she'll need something worth talking about. Great haircuts isn't going to cut it. ;) Figure out what people want and then give it to them w/ a big smile! :D

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Permalink Reply by Chris Tomlinson on November 16, 2009 at 7:05pm

David,

I like that tagline of Zest! because it would be perfect for our small town. We have a tanning salon also here that went WAY over the top with a recent remodel. I mean this thing belongs in a high-dollar pretentious part of Ft. Wayne and yet here it is right in our town. Whether they're making it well or not, I'm not sure. Sh*tty economy and all.

Ha "Great haircuts isn't going to cut it. ;)"

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Permalink Reply by Jennifer Swineford on November 17, 2009 at 9:50am

Sometimes just doing what you say you're going to do is "different/better" enough. I can't tell you the number of professionals I've worked with - stylist or not - that promise to do something and then never follow through. I do what I say I'm going to do when I say I'm going to do it (no excuses) and my clients think I'm something special because of it. ;o)

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Permalink Reply by Rick Wilkerson on November 17, 2009 at 12:54pm

Good comments, David and Jennifer. I agree with both. "Better" is always a great differentiator.

Further thought: all businesses ARE different. They make look similar to potential customers, but it's our human uniqueness that makes each and every business organization different. Focusing on that uniqueness and how it informs your service, business practices, and branding will help you differentiate in the marketplace.

In fact this could be somewhat easier/faster in a small town where news travels fast. I recommend really thinking through the Unique Selling Proposition. Once you know that, the marketing should come naturally.

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