Mar 29, 2021

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Master Marketing for Hairstylists (Without the Overwhelm)


A hand holds a color brush over a color bowl of bleach, the text overlay reads "how to market your salon business"

“it’s not being repetitive, it’s being consistent”

I know I’m not the only creative out there who struggles with anxiety. But I’m pretty sure we can all agree that it sucks. For a long time I felt so alone in my struggles. Like no one understood what I was feeling.

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Welcome back to another episode of The Anxious Creative! I’m so pumped that you’re here. You’re in for a treat today as I’ve got my very special guest, Jodie…

Welcome back to another episode of The Anxious Creative! I’m so pumped that you’re here. You’re in for a treat today as I’ve got my very special guest, Jodie Brown, joining me for this episode. 

She’s been a long-time student of mine and is currently part of a high-level mastermind. She’s changed her business completely over the last year (yup, during the pandemic) and she’s now sharing her passion helping other stylists with social media. 

I am so excited for you to listen to this episode. Buckle up friend, it’s gonna be a good one. 

One Person’s Struggle

Jodie grew up in the industry. Her mom owned a salon and Jodie was constantly hanging around when she was younger. She’s now got 15 official years under her belt.

Jodie always loved to nerd out on the marketing side of running a business and when social media hit the scene, it became a passion of hers. 

She knew that she wanted to become an educator and share her passion with others, but the opportunity never seemed to arise. Then when the pandemic hit and she had the capacity to do more, she decided to launch her education and coaching business. 

Over the past year, she’s helped dozens of creatives come up with overwhelm free marketing plans centring around Instagram. 

It was actually during a live class I was teaching last March where Jodie saw her opportunity. 

I asked the group: “what’s one thing that you really struggle with?”

Nearly all of them said that social media and marketing always felt like a chore. That’s when Jodie realized that others struggled with something that’s never been a struggle for her. 

Talk about a lightbulb moment. 

To hear that everyone had been struggling with showing up on social media and that it felt like such a heavy task was the moment that Jodie felt like she could really help people and take some of that overwhelm away. 

Now Jodie’s been able to help dozens of hairstylists who have gone through her one-on-one and online programs in the past year. The impact that she’s been able to make has been incredibly exciting for her. 

Not only has the impact been huge, but Jodie’s been able to fully replace her behind-the-chair income with her online education. 

Shifting the Mindset

For Jodie, the biggest shift was changing her mindset about social media. It doesn’t have to be hard and it doesn’t have to be something that feels heavy and isn’t fun to do. 

Shifting the mindset turns social media into something that we get to do instead of something that we have to do. 

It’s important to remember that you’re not reinventing the wheel with every single post you make. With Jodie’s method you only have to put in a couple hours every two weeks to schedule out your content. Once you have your key topics and core content framework, it allows you to create a lot quicker. 

The real struggle to social media comes when we try to sit down without any idea of what we’re writing about. 

Jodie prefers to even schedule her posts in a completely different app from Instagram. She finds that this stops the “rabbit hole” scrolling or procrastination that happens and allows her to focus her time on the app engaging with potential clients. 

Detaching from the outcome of each post is a lot easier when it’s part of a bigger plan. 

It’s important to remember that you are not your Instagram likes or your follower count. Instagram is a tool, it’s not an indicator of your value or your worth as a human or a stylist. 

Consistency, not Repetition

Let’s be honest, sometimes social media is boring. I actually had a chance to sit down with Jodie and go over my own Instagram marketing strategy. We saw that what my audience really enjoyed were quotes and reels, so why would I spend my energy making anything other than quotes and reels..?

Because doing the same thing over and over again can get boring, not to mention repetitive!

I so get it, Jodie has the best response though:

“Switch your mindset. Instead of seeing yourself as being repetitive, switch that with being consistent.”

Simply because we’re bored doesn’t mean that our audience is also bored. How many times have you watched your favourite TV show? When it comes on TV do you go “ugh, I can’t believe this is on again?” or do you get excited that your favourite TV show has come on?

If you’re creating content that people really like, they’re not going to get irritated that you’re creating more of that content, they’re going to be excited to see what you have to share. 

There are a lot of different ways to change things up, but Jodie is a firm believer that you shouldn’t throw the baby out with the bath water; if something’s working, there are ways to tweak and change it without totally reinventing the wheel. 

Beauty Brand Bootcamp

Jodie’s biggest passion is helping other beauty entrepreneurs wherever they are at. Which is why she has several different coaching and education options available. 

For someone just starting out, her Beauty Brand Bootcamp is the perfect place to start. It’s a group-coaching program that gives you a solid foundation and helps you define all the things you need to market your business on Instagram. This bootcamp is designed for the fresh-outta-school stylist, to the vetran salon owner with employees. 

Just last October, Jodie was able to help one of her students maintain their salon income through an online store despite being shut down.

For the stylist who is further along and wanting to tweak their marketing plan, her one-on-one strategy sessions can be super helpful. It’s like renting a marketing department for 90 minutes and you’ll come away with a full marketing strategy. 

So, how important is Instagram to a beauty business? In Jodie’s words, if you’re not using it, you’re missing out on an opportunity. Although there are always exceptions, Jodie believes that Instagram is an amazing marketing tool available to the beauty business (and it’s a lot cheaper than most marketing). 

It’s not about followers. If you concentrate on all the right stuff, those fun vanity metrics will come anyway. 

Seeing Jodie’s business explode over the past year and seeing her helping so many other stylists truly makes my heart so full. If Jodie inspired you and you wanna connect with her, go shoot her a DM over on Instagram @itsjodiebrown and check out her podcast @hairstylistrising.

If you enjoyed this episode, leave me a review and subscribe to the podcast. That is the best way to say thank you to me and Jodie. 

See you next time!

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I am just a small-town, Canadian gal from the prairies who teaches thousands of creatives around the globe how to earn 6-figures stress-free!

Hey, I’m Dawn!

“Rock Your Business” Course Creator, Host of “The Anxious Creative” Podcast. Named by Salon Magazine as Canada’s #1 women of influence.

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