Salon Marketing Success



Richard McCabe

Marketing will NOT get you clients!

So many salon owners mess up their salon marketing and actually turn off good salon clients.

Salon owners need to realise that marketing is a way to get your salon noticed – Good or Bad, not to attract clients to the salon, that’s why most fail at this so badly.

It’s almost impossible to try and attract clients to your salon instantly, without giving away a massive discount.

Wouldn’t it be great if clients would ring the salon when we needed them?

There is a time and place to offer discounts, which I’ll cover later on. But for now, I want your salon busy with high paying clients, and I’m afraid they are not sitting around waiting for you to call them.

Trying to attract good clients only when you’re quiet is not just the old way, but it’s stupid. That’s still what most salon owners do, and I don’t want you to be one of them.

Salon owners see a gap in their appointment book, and they panic. They throw out a special offer to try to get clients in quickly, and sometimes it works, sometimes it doesn’t. If it doesn’t, they’d put out another special, or give up saying, “Facebook doesn’t work for me”. Then two or three weeks down the line gaps appear in the appointment book again, or a bill is due, and they panic, and they start marketing again. We call that helicopter marketing, and it means you’re just marketing here and there whenever you need it, up and down, up and down.

If you want to get your salon really busy in today’s modern world, you need ‘momentum’.


MOMENTUM is what makes salon marketing successful

If you are anything like I was, I would sit in front of a computer, and I didn’t know what to write. Or I would just get around to it when I was quiet and then I would stop when I got busy. I would post on a Friday sometimes, and then I would forget until next Monday or get called away from the computer and forget what I was doing. Or I’d leave it a couple of weeks until I had time.

I didn’t really know what I was doing. I’d just throw any stuff out there and hope it worked, hope that people would call the salon, I never had a plan. I would only look for new clients if it was quiet, and I would usually stick to what I did before, even though it didn’t work the first time. I guess most of you are the same! If you’re anything like me, I’m easily distracted when I don’t really commit myself to it. I move on quickly if I get bored, or I’ll pass it on to somebody else, give it to any staff member to do. It just seems too hard sometimes, and I just give up.


When I ask my salon owner clients about their marketing now, they say they have good intentions, but they are always putting fires out all day long. It reminds me of what I did. Nothing practical! Nothing changed! You may have great intentions, plan to book an hour out in your diary 

Really good-paying clients will not leave their current salon until they have found another salon to go to, so right now your prospective client is checking you out (we’ll cover this in more detail in another blog). But you need to market your salon every single day, even when you don’t need clients.

What I want you to get from this blog is you need a ‘Marketing Rhythm’ Everything you do is either attracting or repelling your prospective clients…

By keeping your marketing moving with momentum, and never stopping even when you’re fully-booked, you will see your salon continually growing. All you need to do is go into passive mode when you are fully-booked. If you can build a momentum and a rhythm with your marketing, you know exactly when you’re marketing is going out and who you’re talking to and what action you want them to take. Then your salon will get booked out very, very soon. You’ll book every single day out in your business. You won’t have to worry about quiet days again, and you won’t have to worry about your staff not hitting their targets. Knowing exactly what to post, when to post it, and what result you want to happen is what a true salon owner, leader is called to do.

Momentum marketing doesn’t come naturally to salon owners and needs to be built into your every day habits.

But that is easier said than done……….

On January 1st millions of people around the world declare to their friends and family that this year is going to be different. They say goodbye to their bad habits and behaviours, and they make a promise that this New Year will be different from the rest! They make their resolution to lose weight, be healthier, stop smoking, to go for a run every day, join the gym, drop a dress size, be more successful. They all promise to have a better year than the last. Whatever it may be, they declare to their friends and family that this is their year it’s going to happen this time.

But did you know that only 8% of people actually keep their New Years resolutions.

That’s an astonishing 92% of people who fail every year, who never follow through to actually do what they promised they would do. It’s not for lack of trying, they really want to achieve this, but it’s hard. That’s why we attract so many salon owners joining us at the Lifestyle Salon Coach because they need that accountability to keep them motivated when things get tough. I’m sure you are the same! So when it comes to your marketing, you need to make it part of your daily routine, like brushing your teeth.

Finding a rhythm that works for you is the key. Because if you are like me and maybe other salon owners, it soon becomes a nuisance or a pain to remember when to post. Most of us, myself included have these great ideas, and we say, “I’m going to do something about this situation”, and before you know it you’ve stopped. You become busy, and it’s all forgotten. All it takes is a staff member calling in sick, or a client that may have turned up late. You may have just gotten busy, the salon would get busy, your life would get busy, and all the marketing would just seem unimportant at that time.

We all get busy and then tend to fall back into our old, bad ways.


On average it’s stated that it takes 21 days to break a bad habit and 66 days to start a new one.

So we need a plan to make this a priority. Because if you can build momentum in your salon, then your salon will grow FAST and STRONG, without too much effort. We all have the same 24 hours in the day. Richard Branson, Steve Jobs, Mark Zuckerberg, you get the drift. So if they can manage to grow successful businesses, so can you.

You know to grow your business is a lot simpler than you think.

It’s down to only 3 ways: Attract new clients, Convert them to visit more often, Deliver a remarkable service to increase their average spend. You just need a system that helps you to target these 3 ways without forgetting anything, getting overwhelmed, or just becoming too busy to do it. Most salon owners only start looking for new clients when they are quiet and see gaps appear in their appointment book. Most would only market their business when it’s needed. But, by then it’s too late! 

It’s almost impossible to try and attract clients to your salon instantly, without giving away a massive discount. Wouldn’t it be great if clients would ring the salon when we needed them?

These good quality clients need to know and trust you. That takes some time to build up, that rapport, that communication, that story-telling, that………whatever it may be.

It takes some time to do that, and we call that momentum.

Prospective salon clients are made of three categories

3% Ready now

67% Looking but haven’t moved salons yet

30% Die-hards that will never come to you

Great clients who spend well, don’t move salons too often; they usually do their homework before they move salons and commit to them. These we refer to as the 67 % and to think many salon owners don’t have the patience or desire to put the work into them.

This is an untapped market in the salon world.

I see so many salons doing specials and discounts aiming at the 3%, be different, stand out, put in the work and reap the rewards.


Your marketing message should say, “Hey, this is us, we’ve set ourselves apart, this is what we do, would you like to come and try us out”.

The best way to grow your salon is by moving in and out of marketing modes. This keeps your posts and adverts interesting. And also to use these modes when you need them the most. Gary Vaynerchuk wrote a book called ‘Jab, Jab, Jab Right-Hook’. It was referring to a boxer, he would never just throw a right hook, as the opponent would know and get used to his moves, so he would throw a left, left, left, right hook to keep him on his guard. Well, that’s the same as marketing, ‘Passive, passive, passive, active, passive, passive, passive, hyperactive.

Keep them guessing!

I teach this to my salon owners who are in my Lifestyle Salon Programs, and once they understand what message they should be sending to which client it has a massive impact on their salon’s takings.

Too many salon owners are sending the wrong message to the wrong clients and it’s having a negative effect, it’s actually losing them clients…..

What I want for you is to help you grow your salon into a Lifestyle Salon, and in today’s world, you need a certain set of skills.

I believe that there are only 3 ways to grow your salon into a Lifestyle salon

✅ Get more clients

✅ Get them to spend more

✅ Get them to visit you more often


So that’s why at Lifestyle Salon Coach we only concentrate on the 3 ways to get you the fastest results ever (no fluff included)

When you know how to ✅ ATTRACT the right clients, ✅ CONVERT those clients into raving fans, and ✅ DELIVER a remarkable service, you will have all the tools necessary to rapidly grow your salon business to be the salon you dream of and deserve. 

All our material is designed to help you with those three elements, using cutting-edge proprietary strategies and tools. 

If you want to investigate it further, I have a FREE webinar that shows you step by step what you need to do….Go and grab it while it’s still available.

Richard Lifestyle Salon Coach


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