Thriving Stylist Podcast Episode #381: What Does It Mean to Be "Worth It" as a Stylist

Release Date: April 14, 2025
Host: Britt Seva

In episode #381 of the Thriving Stylist Podcast, Britt Seva explores the evolving concept of being "worth it" in the hairstyling industry. As the beauty sector undergoes significant transformations, Britt delves into the critical strategies stylists must adopt to thrive in a competitive market where client perceptions and business acumen play pivotal roles.

1. The Shift from "Charge Your Worth" to "Worth It"

Understanding Pricing Strategies

Britt begins by addressing the prevalent "charge your worth" movement, which encouraged stylists to set prices based on their emotional needs and desired income. She critiques this approach, highlighting its unsustainable nature:

“I think that charge your worth is pretty devastating.” [07:45]

According to Britt, pricing based solely on emotional factors can lead to inconsistent revenue and market misalignment. Instead, she introduces the concept of the "worth it" era, where the focus shifts to how clients perceive the value of a stylist or salon.

Transitioning to Perceived Value

In the "worth it" era, it's not just about setting prices but ensuring that clients view the services as valuable investments. Britt emphasizes:

“It’s about whether or not a client perceives you as a stylist or a salon who’s worth it to invest in.” [10:15]

This perspective requires stylists to enhance their branding, reputation, and overall client experience to justify their pricing.

2. Navigating the Economic Landscape

Impact of Inflation

Britt outlines the economic challenges facing both stylists and their clients:

“In November of 2024, it was reported that the cost of living in the US had increased by 20% since 2021.” [15:30]

She explains that despite rising living costs, consumer spending remains resilient, particularly on personal services like hairstyling. However, clients have become more selective, scrutinizing where they allocate their discretionary spending.

Client Selectivity

Britt notes:

“They are being so much more particular about where they spend their time and where they spend their money.” [21:10]

This heightened selectivity underscores the necessity for stylists to demonstrate clear value and differentiate themselves in a crowded marketplace.

3. Understanding the "Client's Market"

Comparison to Real Estate

Drawing parallels to real estate, Britt describes the current industry as being in a "client's market":

“There are times when it’s a really great time to sell a house, and there are times where it’s a really great time to buy a house. But usually, those two things don’t coexist.” [25:50]

Similarly, the hairstyling industry has transitioned from a period where stylists held the reins to one where clients have greater influence over their choices.

Adapting to Client Empowerment

In this new landscape, stylists can no longer rely solely on their reputation or skills. Instead, they must actively position themselves as the clear and superior choice for clients who now have more options and higher expectations.

“Stylists are being like, I don’t have it in me. I can’t, I can’t. This has gotten too hard.” [35:20]

Britt emphasizes that those willing to adapt and innovate stand to gain the most in this client's market.

4. The Great Divide: Haves vs. Have Nots

Defining the Divide

Britt introduces the concept of the "Great Divide," illustrating the stark contrast between successful stylists (the haves) and those struggling (the have nots):

“The haves will make more money and have more clients and more demand than we have ever seen historically in the industry.” [40:05]

Conversely, stylists who fail to adapt risk experiencing a significant decline in their business:

“Have nots will have, like, this huge crash down from success.” [42:50]

Addressing the Divide

To bridge this divide, Britt encourages stylists to focus on enhancing their marketing strategies and elevating their client experiences, ensuring they are perceived as valuable partners in their clients' beauty journeys.

5. Defining "Worth It" from the Client's Perspective

Client-Centric Approach

Britt urges stylists to adopt a client-centric mindset, considering what clients seek when choosing high-stakes services:

“If you were considering paying somebody to decorate a room in your home, how would you know that you were worth it?” [48:30]

She draws comparisons to other service industries, emphasizing that clients look for trustworthiness, professionalism, and a proven track record.

Key Factors for Clients

• Professional Online Presence: High-quality photos and an engaging website are crucial.

• Strong Reputation: Accumulating numerous positive reviews enhances credibility.

• Seamless Booking Process: An efficient and user-friendly booking system reflects professionalism.

• Unique Offerings: Providing something distinct that sets the stylist apart from competitors.

6. Enhancing Marketing and Branding

The Power of Branding

Britt highlights that effective branding and marketing are paramount for business growth:

“If we were to do a survey of the 100 fastest growing businesses right now... the number one factor... would be branding and marketing.” [55:15]

Strategies for Strong Branding

• Professional Website: A well-designed website serves as the cornerstone of a stylist's online presence.

• Online Reviews: Garnering a substantial number of positive reviews builds trust and attracts new clients.

• Active Social Media Engagement: Maintaining an active and engaging social media presence boosts visibility and reputation.

Reputation Management

Britt differentiates between client satisfaction and reputation, explaining that while nurturing existing clients is essential, building a robust reputation involves proactive marketing efforts that attract new clientele.

“Your clients loving you does not do a whole lot to grow your business.” [1:02:10]

7. Creating an Elevated Guest Experience

Beyond Basic Services

To distinguish themselves, stylists must go beyond offering standard services. Britt discusses the importance of creating memorable and unique client experiences:

“It’s not one thing, it’s a lot of things that add up to a client feeling important, cared for, prioritized, appreciated.” [1:08:45]

Examples of Elevated Experiences

• Personalized Interactions: Stylists who engage clients on a deeper level, making them feel valued.

• Unique Entertainment: Creating an enjoyable atmosphere, such as providing live entertainment or interactive experiences during appointments.

• Consistent Follow-Up: Maintaining relationships through follow-up communications and personalized touches.

Redefining Perceived Value

An elevated guest experience should align with the stylist's market positioning, whether economy, premium, or luxury. This alignment ensures that clients perceive the services as worth the investment.

“Good hair today is nice. You’re going to have to give me something more if you want me to come back in eight to twelve weeks.” [1:10:20]

8. Identifying and Leveraging Unique Offerings

Showcasing Unique Services

Britt advises stylists to identify what sets them apart and effectively communicate these unique offerings through their marketing channels:

“What are the ways you’re hiding in plain sight? What are the ways you’re not showing up big enough?” [1:14:30]

Maximizing Visibility

Stylists should ensure that their unique services are prominently featured on their websites and social media platforms to attract clients seeking those specific benefits.

Continuous Innovation

Staying ahead requires continuous innovation and adaptation, ensuring that services evolve with client needs and industry trends.

Conclusion: Embracing the "Worth It" Era

Britt Seva concludes the episode by urging stylists to reflect on their current marketing strategies and guest experiences to ensure they align with the "worth it" philosophy. She emphasizes that in an era where clients have more choices and higher expectations, demonstrating value through effective branding, reputation management, and exceptional client experiences is crucial for sustained success.

“What I want you to do listening to this episode on Worth it is I want you to reflect on your current marketing strategy and your guest experience.” [1:19:00]

Britt encourages listeners to embrace innovation and seize the opportunities presented by the current market dynamics, assuring them that with the right strategies, a wealthy and thriving career in hairstyling is attainable.

“If you want to seize the day as a stylist, dive in head first... it is going to be about innovation.” [1:20:15]

Notable Quotes with Timestamps:

• “I think that charge your worth is pretty devastating.” [07:45]
• “It’s about whether or not a client perceives you as a stylist or a salon who’s worth it to invest in.” [10:15]
• “They are being so much more particular about where they spend their time and where they spend their money.” [21:10]
• “The haves will make more money and have more clients and more demand than we have ever seen historically in the industry.” [40:05]
• “Your clients loving you does not do a whole lot to grow your business.” [1:02:10]
• “Good hair today is nice. You’re going to have to give me something more if you want me to come back in eight to twelve weeks.” [1:10:20]
• “What are the ways you’re hiding in plain sight? What are the ways you’re not showing up big enough?” [1:14:30]
• “What I want you to do listening to this episode on Worth it is I want you to reflect on your current marketing strategy and your guest experience.” [1:19:00]
• “If you want to seize the day as a stylist, dive in head first... it is going to be about innovation.” [1:20:15]

Final Thoughts

Episode #381 of the Thriving Stylist Podcast serves as a comprehensive guide for stylists aiming to navigate the challenging yet opportunistic landscape of the beauty industry. Britt Seva’s insights into the shift towards a "worth it" mindset provide actionable strategies for enhancing marketing efforts, elevating client experiences, and ultimately positioning oneself as a valuable and sought-after professional in the hairstyling realm. By embracing these concepts, stylists can not only survive but truly thrive in an ever-evolving market.