Issue link: https://www.ahpindiestylist.com/i/1540979
Explore your benefits at ahphair.com 23 POSITIONING MATTERS One of the most overlooked aspects of marketing specialty services is positioning. You could offer the best lace installation or post-acne facial in your city, but if you're not positioning yourself correctly, you'll have a difficult time attracting the right clientele. Let's stop hiding behind catch-all phrases like: • "Look and feel your best." • "Transform your look." • "We use the latest technology." ese phrases may sound polished, but they're vague and generic. Clients want to know how you'll make them feel their best, what kind of transformation to expect, and why technology matters. Specificity builds credibility. A powerful brand message is rooted in confidence. It should say: "is is what I do. is is who I serve. Here's why I'm qualified to deliver the best results." THE BOTTOM LINE Branding and marketing are not interchangeable, yet they must work in harmony. Marketing makes the introduction, while branding sets the foundation. When both are rooted in clarity, consistency, and your unique expertise, you attract clients who value your specialty and are willing to pay for it. Now ask yourself: Are you building a business that just looks good or one that is truly aligned with your style, purpose, and strengths? Your answer could change everything. When your branding is rooted in your values and strengths, it becomes magnetic. People can feel when something is aligned and authentic. JALIA PETTIS MARKETING IS THE INVITATION TO CLIENTS Marketing generates interest while driving visibility and emphasizes a call to action. Once your brand identity is clear, your marketing becomes the invitation for people to engage with you. In my class Creating Content at Represents YOU, we shi focus from vanity to consistency. is is where strategy matters. Ask yourself the following questions to develop your marketing strategy: • Are you educating your audience or just selling to them? • Are your captions speaking to specific services or just announcing availability? • Are you reintroducing your specialty services consistently across multiple touchpoints? e truth is that specialty services oen require more education. You may need to create content—whether it's snack-sized Instagram Reels or 15-minute online courses—that dispels myths or explains the process before people feel ready to book, and that's OK. Position yourself as a knowledgeable guide, not just a service provider. Also, don't underestimate offline marketing. For example, if you're a booth renter or operate in a salon suite, consider hosting an event. Bring in fellow creatives like nail artists, massage therapists, or estheticians for an intimate conversation that inspires, educates, and elevates. Community building is a form of marketing and allows the opportunity for cross-promotion later on.