3 Marketing Red Flags in 2024 | Ep 7

Welcome to the Beauty Biz Pro podcast, where Jake Randolph and Tony Cruz uncover red flags that can impact your beauty business success. Whether you're a beauty pro or business owner, join us as we discuss defining your ideal client, optimizing your online presence, and crafting a killer marketing strategy. Let's elevate the beauty biz together!

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Transcript

Red Flag alert red flag alert. These are three red flags that are clearly going to tell me that a beauty business is not going to be successful.
This is Jake Randolph and Tony Cruz with the Universe Pro podcast. So if you're listening in thanks for joining us, if you're watching on YouTube, hit that like and subscribe button. Anyways, Tony, what is the number one or up? These are not ranked in any specific order? But what is the first thing we're going to talk about? What's the first red flag you see in beauty businesses?
Yeah, so whenever I talked, I talked to 1000s of beauty business professionals every single year. And the first thing I asked them is, who's your ideal client. And you know, 90% of people are talking, they don't know who their ideal client is. It's really in it's quite odd to me, because as a business owner, you want to know who you're going to sell to. And whenever I hear that, like, Who's your ideal client? People most of the time just told me anybody with money for females or anything like that, Jake, what are your thoughts on that? Yeah, and
I get it, guys, if you're not booked up, then you just want bookings, you just want income. And I understand that part. But at the same time, the reason we want to know what your ideal client is, is because whether it's your content, your advertising, or you know, just the way you you appear publicly online, your online presence, we want to know who we're speaking to. And yes, we understand that there might be multiple types of people you're going after, maybe not just one type. But here's the thing, remember this, if you're just you know, trying to reach everyone, if you're just trying to shout out to everyone, it's not really going to resonate with anyone. And you know, in the actually call this the spray and pray or like in the military, you know, I was in the Air Force for 10 years, we call it the spray and pray method where, you know, it talks about like, in battle, if you're just like spraying bullets and hoping something hits, well, a lot of you are doing, you know, the post and pray method where you're posting something, and you know, or you're posting a bunch of random stuff, and you're hoping that maybe it'll resonate with somebody, maybe somebody will notice you, you know, maybe somebody will decide to book, but there's no real clear, you know, strategy to who you're really targeting, who's you're really talking to, and Tony, how do they find their ideal audience? You know,
they find your ideal audience by really thinking about who needs my service? Who is somebody that is in need, okay, doesn't want it, who needs it? And whenever I go through this exercise of business owners, I always ask them, you know, are you what is your demographic like, in your town or area are, you know, 50 to 60? year olds, 30 to 40 year olds? Are you one of those fluid trend areas where it's a younger demographic, each one of those demographics has a specific need, but it's up to you to identify that and, and utilize that need to then deploy your marketing strategies to because guess what, you know, the quickest way to get over the how much isn't a question, or that's too expensive, is to find and help them with their knee. Okay, so what do I mean by that? Let's say you're talking to an awkward sue an individual, and that individual, like, Yes, I have thinning eyebrows, when you start talking about how your service can help them with thinning eyebrows, the price really becomes irrelevant. Okay? So really speaking to a client's need in finding that target audience is the number one thing you can do when you first set out on your social media journey.
Yeah, that's exactly right, Tony, and I have the golden rule for marketing. We've all heard of the Golden Rule and normal life, but the golden rule for marketing as market unto others, as you would have marketing done to yourself. And so what I mean by that, well, think about your ideal clients are people that you did resonate with you, a lot of them are probably either, like you, or maybe they like you used to be, because a lot of times, like even for beauty businesses, a lot of times the business we start is to help the person we used to be. And so if you're someone who struggled with your confidence, and you found that the beauty services really helped you with that, and really made your life better, you're going to want to do that for other people. And so I've heard a lot of beauty business owners say that's why they started because they enjoyed, you know, having it for themselves, and they wanted to provide that service and experience to others. And so, with that being said, you know, what, what makes what stands out to you what resonates with you? Is it someone who's just like, Oh, look at me, I have the best service and I have the lowest price, or is it someone it's like, you know, imagine waking up every morning and you know, you have kids so it's hard to get, it's hard to get ready in the morning, you don't have time for yourself, your kids scream and he's hanging on your leg. But imagine if you always had beautiful brows, something like that. That's, you know, different pieces of content are going to resonate with people like that, for that example, it was, you know, mothers and so Tony, anything to add on that? Not
really, I mean, you really hit it right on the head and you have to resignate with people that's the number one thing is just resonating, speaking to others as you want spoken to you I love your golden rule jacked up. That's an amazing epic golden rule.
Yeah, so just, I've got a couple of things written down that I want to go over. So you may have heard some of these before, but I just thought this might be a good reminder, because I know sometimes like in business, especially marketing, sometimes you gotta go back to basics, because it's easy to get caught up in all the different tactics and techniques and just running your business. And so I've wrote down a few reminders for you guys. So when it comes to, you know, finding your target audience, you know, think about like, in a good exercise to write these things down that I'm about to say, and write it out on paper, like when you write it down, and really help you brainstorm and really think about this so that when you're writing content, when you're writing ads, when you're, you know, talking on videos, you can remember, you know, who am I really talking to? Who's the person on the other side of the camera on the other side of the phone? And so, here's some things to write down. What is your, your, your ideal client, or your typical client, I should say, you know, what is their style? What are they interested in? What what are their hobbies? Like? What type of stuff do they like to do? What are they? What do you think they're scrolling through on tick tock watching? Like, what are their interests? Is it would it be cooking? Would it be snowboarding? Would it like think about their potential interest? And I know, it's not the exact same for every person, but you can start to when you start to write down these things, you can start to create kind of an avatar in your mind? What are their desires? Like? Are they you know, someone who's, you know, just ready to graduate college? Are they someone who's thinking about retirement? Like, what are their desires? And what are they thinking about? You know, and what are their pain points? Tony, what, why are pain points so important?
Because when you can speak to somebody's pain point, the price goes away, people love their problems saw and they're willing to pay to have their problems. I love that. So, you know, a great example of myself is, you know, I would gladly pay somebody to wash my car than me washing myself, because my problem is, I don't like being in sun for extended periods of time. You know, just doing that work. I just don't like to do it. That's my problem solved, hiring somebody to teach on my car.
And the reason most business owners struggle with this, because you got to get past the surface level, you know, like Tony said, you know, he did a certain thing to meet a certain need, we all have human core needs. And so instead of just thinking about, like, Oh, I'm given my client lashes, or I'm given them brows, you have to think about on a deeper level, what are your needs? Could you be meeting and Tony, what are some needs people have
no great example, a great need that I see very little artists targeting is individual with trichotillomania, that's a hair pulling disorder. And for somebody who has a hair pulling disorder, you know, they really focus on their brows. And to be honest with you, you know, those individuals are your ideal client, that is your ideal client, somebody that needs your service, or somebody with thinning brows, somebody who's in their 50s and 60s, that is your ideal client right there, this soul and he's a good
so go back to core needs a coordinator, it would be something like love and connection. And so a lot of times, let's say you have thinning brows, and let's say you have some kind of skin disorder, you might feel like you're being judged, you might feel like people are not going to show you love and therefore you don't feel connected. And so by by you as a beauty business owner, being able to fix those different problems or improve their appearance or whatever they need done, you know, you're you're allowing him to get that connection that love. And there's other types of human needs. I'm just going over one. And so by the way, if you do want to get more into depth on like stuff like this, and human needs and marketing, psychology and all that stuff, we do have a coaching program. We'll include a link below if you want more info. But yeah, we do have stuff where you can take it to a deeper level and, and learn because if you're still watching this video, or listening to this podcast, you know, you're like me and you love to learn it, you can see all the books behind me I love to learn. So we do have coaching programs for that. So yeah, that's, you know, I think we covered some great points on there. That's, you know, Red flag number one now knowing your target audience now knowing your ideal audience. Tony, what's Red flag number two, this is a big one.
So neglecting your online presence, not having an online presence not having updated content. And not necessarily I'm not talking about posting 20 before and after photos. That's actually what you should not be doing. In my opinion. What you should be doing is updating your content. Being that industry leader being that industry educator is super key when you're looking at when a consumer is looking at particularly picking up potential artists or med spa or jewelry arts, because let's face it, someone does not need to see 50 Before and Afters to know whether or not they're gonna want you as their individual. And guess what, the more options you give them. It's analysis paralysis, they're gonna sit there and look at every image to seek find that one brow they don't like and then pass on. So you know, to me, it's neglecting the online process J Yep.
And now that you mentioned, and I actually wasn't planning on doing this, but you know, so when you said 50 Before and Afters I thought about so many of my beauty clients, my permanent makeup clients, that's all you guys are posting. And I understand sometimes it's, it's hard to know what to post. And by the way, we do have 100 content ideas on the no fluff guide to grow your beauty business. So if you want a free copy of this book will include the link below. Or if you're listening to the podcast, I'll try to put the link in that description as well. But yeah, we have lots of content ideas on that in that book, then we'll send it to you for free, you just pay shipping. Yeah, going back to the 50. Before and Afters, if you're that person who struggles with social media, you're not really sure if you're, or maybe you you know, think you're okay with social media, but you want to have an expert actually looked at what I'm going to do, because I'm trying to grow our YouTube and our podcast, I'm going to pick a winner from the YouTube comments. And or someone if you're listening to podcast, leave a review for this podcast on whatever platform you are. And once you leave, like say, let's say you're on Apple podcasts, you can leave a review there screenshots that review and send it to me on Instagram at PMU. Marketer. And I'm going to pick a winner to do a free social media audit. This is normally something we would charge hundreds of dollars for. But we will take a look at your Facebook, your Instagram, and we'll give you you know, feedback on how you can improve it and give you some really good ideas. And so, Tony, have we ever had anyone who was like, Oh, I wish you didn't give me a social media audit? Or is it normally like, oh my gosh, this was life changing?
Yeah, especially you know, the individual who's giving you the audit, she's a fashion expert. She's social media expert. And I mean, she, she's, you know, our right hand person on our team. And she is amazing at what she does. And to be honest with you, we charge $499 For our social media audits, they are in depth, they're very intuitive to, you know, just the little things that you'd never think of. So definitely rate value. So, you know, leave us a comment below. And we would love to have you enter that giveaway. And so
the third red flag that I see, well, actually, before we get to the third red flag, I'm gonna say one more thing about online presence. The biggest thing with that is, you know, when people are searching for you, or they're trying to find something, if you don't have your information everywhere, like Google, Yelp, Facebook, Instagram, you know, have your have your information, as many places as possible, possible, make it easy for people to find you. If it's hard to find you. You're just shooting your business in the foot, you know, you're you're, you're crippling your own success. And so make sure like, do a audit on yourself be like, Okay, if I were to search my business name and search my service in my local area, you know, where can I find my info is my you know, for example, is my Google business phone number, is my phone number on my Google business the same as it is on Facebook, because that's actually in is the same as it's on your website. If you have a website, that's actually something that we teach in SEO class, like search engine optimization, is your phone number in your in your business information, like your address? Is it thorough, is it the same throughout because if it's not Google knows, and they'll rank you less high, because it looks inconsistent. So make sure your information is consistent across all platforms. Sweet. So red flag, and I felt like that was a really good tip. So if you enjoyed that tip, leave a comment below. Red flag number three. And this is, to me this is the biggest one is, you know, a lot of people, they like okay, I'll post here and, you know, maybe I'll do this tactic that I heard or maybe I'll do something I heard on a podcast, but they don't have any real defined marketing strategy. So absence of a marketing strategy, Tony, what is a marketing strategy? And why should they care for marketing,
our marketing strategy is a roadmap to success when it comes to your marketing, or it's Facebook, Instagram, Google, whatever platform you're doing, it's actually your guidebook on what you should be doing on a daily basis, the strategy behind how to post what to post what to say, when to say that who, what, when, where why factor that 90% of you struggle with is your marketing strategy. And quite honestly, they're super easy to put together. But for a lot of you, you struggle with it. So having a clear path to success. Think about this, if you have a clear path to this is what you should do when you should do and how you should do. Would you do it? And for 90% of you, you're saying yes, right now you're shaking your head. Yes. And the issue with that is you don't have that clear strategy. So what I actually want to do is offer five individuals, a three marketing strategy call with me to kind of develop and roll over your marketing strategy. So shoot me an email Tony at PMU marketer.com. And I'll be more than happy to put together a marketing strategy with you and kind of outline what you're doing and how you're doing it and give you those best practices. And again, it's a bit of five individuals. So definitely DM me, if you do email me and it's not available, I will definitely have another special offer for you.
Yeah, that's that's huge. Because in here's it here's the thing I want to tell you guys is the number I know we're throwing out all these red flags of like, you know what we see and stuff, honestly, to me, and this wasn't even on my list, it just kind of came to my mind when you offered that is the number one red flag to me is arrogance. Because so when I say arrogant, I'm saying like, you're the type of person who may be listened to something like, well, I already knew that or, you know, I already know everything, or I'm not gonna I already know what to do, I can do this myself. Like, that kind of arrogance is what leads people to go out of business. Because, you know, even me, like I've had, I've grown multiple, seven figure businesses. I'm constantly learning from new people. I'm constantly buying new courses and going through and educating myself. And no joke like, literally, Tony, I showed you a course that I bought this morning, it was a $3,000 course I was like, Hey, man, I'm gonna show you some of this stuff. Because I think it's awesome. Like, I'm constantly learning, because I'm not arrogant. I'm not like, Oh, I know everything. Like I want to, I want to be hungry for knowledge. And so if you catch yourself being like, well, I already knew this and blah, blah, like, don't be arrogant. Because, like, for example, when Tony offers his time to which I'm paying good money for, by the way, he's on my team, when he offers his time, take him up on those type of like, have him look at your stuff, have him go have the strategy. Don't be so arrogant to think that you can just do everything yourself, you know everything, because nobody's like that. Even the top people in the world, even LeBron James, one of the best basketball players in the world, he has a coach, he has mentors, he has people that help critique and analyze everything he does, because it's about maximum performance. And we're all human beings. And we're not superheroes, we have to you know, we have to have some help. So that's, that's honestly my number one red flag where like, when I hear somebody being arrogant, or like they unknown at all, I'm like, Yeah, you're not going to be successful. I don't want to deal with
Yeah, and you know, to be honest with you, Jake, our success rate in our company with work with our clients, we were over 1000s of clients 1000s of professionals all around the globe, whether it's Australia, Europe, London, Germany, all around the globe, right? And our success rate is 90% And you know, the commonality between the 10% that don't succeed arrogance you have to add is number one, I already know how to do it. I don't need to do this. I don't need to take that any I don't need to do this. And you know what, for those of you who are watching that, you know may have been a past client one of those things I hope this is a wake up call. Because it's that kind of mentality is what gotten to where you're at right now. It blows my mind when somebody says My business is slow yet I know what I'm doing. Yeah,
I always always love always love when someone's like yeah, I'm broke or my business is I have zero clients and then I tried to help them Oh, no, that's not gonna work. I knew everything but like really if you know everything then why are you broke? Why are you not successful? So yes, do not be one of those arrogant people if you're watching this obviously you love to learn so we appreciate you having you here. Like we said we're we did some like little giveaways and promos and the funny thing is we didn't plan any of that we're just you know, we had a list of some you know, strategies you want to give you guys but you know, we throw in some giveaways we run some fun stuff, go back re Listen, this podcast, rewatch the YouTube video, and then we appreciate if you hit that like button, subscribe, and we'll see you on the next episode. And next time