1. Be
Happy
Make
Money

2. BE HAPPY – MAKE MONEY
 ABCH: Board of Directors
 Owner: Azarra Salon – Tacoma, WA
 Author of Get Some Hairapy

3. IN MY OWN LITTLE CORNER
 My twenty year journey
 Trying to be what I wasn’t
 This is a “for profit” company
 Not everyone will like me – and that’s OK!
 We don’t want every client

4. WHAT MAKES YOU DIFFERENT
CAN MAKE YOU MONEY
 Define your business personality
 Define your target market
 Create your Brand
 Market appropriately
 Live your Brand
 Reap the rewards!

5. DIFFERENTIATION
 Quality is not the issue!
 If you aren’t the cheapest in town…
 clients assume you don’t suck
 What sets you apart?
 What reasons do you give clients to choose your
salon over all the others?

6. IT IS NOT ABOUT THE HAIR!
 How many salons in your town?
 Kansas City: 667 salons
 Seattle: 1255 salons
 San Diego: 1184 salons
 Don’t sell commodities, sell benefits!
 Detail the intangibles

7. GET THEM TALKING
people don’t talk about
average businesses
that meet their
expectations

8. WHETHER YOU PLANNED IT OR NOT
 Every small business has a personality
 That personality is your brand
 Brand: what your image means to your customer
 Accidental or intentional?
 Either you create it or the customers will!

9. DEFINE YOUR BUSINESS PERSONALITY
 What is the space like?
 What is the staff like?
 What is your community like?
 What experience do customers have in the salon?
 Do you have weak links?

10. PRICE IS WHAT YOU CHARGE
– VALUE IS WHAT YOU GET
 What are your prices?
 How did you decide on them?
 What do your competitors charge?
 Can you charge more?

11. DEFINE YOUR TARGET MARKET
 Understand your customers
 What are their
 Attitudes, interests, perceptions, preferences,
dreams, values, opinions and lifestyles?
 The key to failure is to try to please everyone.
- Bill Cosby
 The salon owners who have success don’t try to be all
things to all people. Instead they focus sharply on the
people in their chairs. -Modern Salon

12. WHO CAN YOU SERVE?
 Students
 Young families
 Working women
 Business men
 Wealthy, stay-at-home moms
 Chic retired women
 Local small business owners
 Care-givers

13. CREATE YOUR BRAND
 Design your logo
 Create toolkit
 business cards, menus, newsletters,
advertisements, etc
 Be sure every staff member is on board
 Weed out any non-believers
 Create policies
 this is how we answer the phone, greet clients,
make appointments, etc.

14. EFFECTIVE LOGOS
 Bold, memorable and appropriate
 Communicates the company’s persona
 Immediately recognizable
 Has enduring value
 Works well across media and scale
 Works in B&W and color.

15. LOGO ADVICE FROM VISTAPRINT
 Express your business personality
 Make it POP off the page
 bold and memorable
 Test with existing customers
 Keep it simple
 Make it flexible
 needs to be clear when large or small, color or B&W
 Use it!

17. LOGO FOUNDATIONS
 Shape
 gives weight and balance
 Color
 creates emotion, triggers memory &
gives sensation
 Content
 business name & tagline

18. HOW DO I DESIGN A LOGO?
 Any clients who are graphic artists?
 Online services cost $99 - $249
 HP Logoworks
 Logodesignguru.com
 Thelogocompany.net
 Search for “logo design services”

22. TAGLINE
 Slogan, clarifier, mantra, company statement or guiding
principle that describes, synopsizes or helps create an
interest.
 The best of them evoke an emotional response.
 Who is this?
 You can do it, we can help.
 When you care enough to send the very best.
 Don’t leave home without it.

23. TAGLINES MUST
 Be short
 Differentiate you from your competitors
 Be unique
 Capture Brand essence and positioning
 Be easy to say and remember
 They are usually displayed in small font.

24. Every Day Is An Adventure!

25. CAN I PRINT A GREAT BUSINESS CARD
ON A TIGHT BUDGET?
 VistaPrint.com
 PrintsMadeEasy.com
 OnlinePrintHouse.com
 Search “online printer”
 Don’t use “free business cards” option

26. WHAT MAKES A GREAT BUSINESS CARD?
 Cheap cards imply cheap service
 Communicate your brand
 Feel of paper matters
 Fonts have a message
 Colors have meaning!

27.  Color – Colors have meaning.
 Paper – The quality of your card says something about
you.
 Uniqueness – If your business card doesn’t stand out in a
pile then people won’t remember you by looking at your
business card.
 Typography – fonts have a voice, so choose one that best
represents you are and is easy to read.
 Feel –If you want to represent that you are a soft and
gentle person, make sure your card is soft and has
rounded corners.
COMPONENTS

28. SAME WORDS – DIFFERENT FONTS
 Every Day Is An Adventure!
 Every Day Is An Adventure!
 Every Day Is An Adventure!
 Every Day Is An Adventure!
 Every Day Is An Adventure!
 Every Day Is An
Adventure!

30. MARKET APPROPRIATELY
 Advertise ONLY where your target market will see it
 Don’t waste $$$!
 Use your logo in everything you print
 Give business cards to clients who have friends in
your target market
 Engage clients in talk about your Brand
 ASK FOR NEW BUSINESS!

31. ADVERTISING NEEDS TO
 Create or intensify desire by presenting benefits
 Convince that benefits are unique or superior
making your business the only rational choice
 Impart a feeling of urgency
 Not waste $$$ or time

32. COME TO OUR SALON
WE DO REALLY GOOD HAIR
Cuts for the whole family
Hair Color & Highlights
Perms & Straighteners
Waxing
Make-Up
Hair Styling
Some Random Salon 555-555-5555 123 Main St. Anytown, USA 55555

33. Board Certified
Haircolorists
Every Day Is An Adventure!
Make your
appointment online
253-752-1519
azarra.com

36. THE WEB AND THE SALON
 Get a “good enough” web site
 Write a blog
 Put up a page on Facebook, MySpace and LinkedIn
 Check out twitter (follow me @auramae)
 Have something to say
 Be willing to take risks

37. A GOOD ENOUGH WEB
SITE
5 things you need in your one-page site:
1)A high-resolution logo and other visual materials you use in marketing
2)Short descriptions of your product or service offerings
3)Your contact and location information
4)Testimonials from clients
5)Links to any news articles or directories where your business is mentioned

38. WHERE CAN I GET A WEB SITE?
 Any clients who are web folk?
 Microsoft Office Live
 Value Web
 Web.com
 Smallbusiness.yahoo.com
 Homestead.com

39. WHAT THE HELL IS A BLOG
AND WHY WOULD I WANT ONE?
Like a website, only easier!
Like a newsletter, only easier!
smallsalons.wordpress.com (I want to help!)
Top two blogs for easy use:
Wordpress
Blogger

40. LIVE YOUR BRAND
 Jump in with both feet!
 Look at the salon with client eyes every day
 Reinforce Brand at every staff meeting
 Take the pulse of the staff and clients to see if
you are on track
 Make changes as necessary
 Like children, Brands need to be fed and
nurtured in order to grow!

42. REAP THE REWARDS
 Look at your appointment book and smile when
you have great clients scheduled
 Count your money
 Count your blessings!
 Thank staff and clients for their help
 Continue to be true to your Brand

43. RECOMMENDED READING
 All Business is Show Business
- Scott McKain
 Becoming a Category of One
- Joe Calloway
 What Customers Really
Want - Scott McKain
 How to Sell For Prices Higher
than Your Competitors - Dr.
Larry Steinmetz
 Action! Nothing Happens
Until Something Moves -
Robert Ringer
 The Experience Economy
-Joseph Pine & James
Gilmore
 Get Clients Now - CJ Hayden
 How To Drive Your
Competition Crazy - Guy
Kawasaki

44. Available from your
favorite bookseller
Or Buy Now!
Show Special $10 each

45. AFRAID YOU TOOK CRAPPY NOTES?
Email me! aura@azarra.com
I will happily send you a copy.
I want you to be wildly successful!