AHP Indie Stylist

Volume 1, Issue 2

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N ot a m e m b e r ? J o i n at a s so c iate d h a i rp rofe s sio n a ls .c o m 27 Leading stylists share their top tips on how to focus on what you love—and do—best by Lisa Bakewell Finding your niche is an important step in creating a business that makes you happy; successfully marketing to that niche is what makes you profitable. If happiness and profitability already coexist in your salon, bravo! If not, or you just want to fine-tune your uniqueness, you came to the right place! In this article, we define niche and niche marketing, show you how to find and market to your niche, and share top tips from leading stylists. WHAT IS A NICHE? Merriam-Webster defines a niche as "a place, employment, status, or activity for which a person or thing is best fitted." 1 In her book The Balance: Small Business, Susan Ward describes a niche market as "a focused, targetable portion of a broader market in which specialized products or services can be sold." 2 In other words, once you home in on and successfully market to your niche, you will be providing services (and products) that meet the needs of your unique clients—needs that aren't being met by other salons. FINDING YOUR NICHE So, how do you find your niche? First, identify your passions and talents. What do you enjoy doing most? What are you good at? What sets you apart from your current competition? Are you currently offering services no one else is offering? Write down everything unique about you and your services. With your list in hand, use the following steps and unique niche examples to help you find your unique talent within the beauty biz. Carving out a

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