Thriving Stylist Podcast #421

Episode Title: 8 Ways to Market Yourself as a Hair Stylist in This Economy
Host: Britt Seva
Date: January 19, 2026

Episode Overview

In this episode, Britt Seva addresses the seismic changes in the beauty industry, particularly the shift away from relying solely on reputation and referrals. She confronts the economic narrative that "the economy is hurting all stylists," and instead empowers stylists and salon owners with eight actionable marketing strategies to thrive—even now. Britt urges listeners to elevate their business by embracing proven, strategic marketing, and letting go of the guilt around self-promotion and growth.

Key Discussion Points and Insights

1. The Industry "Great Divide" and Mindset Shift

• Britt challenges the "economy is the enemy" narrative:

  "The economy is not your enemy right now. ...There’s a huge chunk of the industry that is making more money than ever before, and they're keeping their mouth shut." (04:20)

• She highlights the split: those thriving vs. those struggling and the need to learn from what's working.
• Key Takeaway: No more hiding behind the economic downturn—it's time for tangible, proactive marketing efforts.

2. Strategy #1: Showcase the Right Instagram Content

• Move from quantity to quality:

  "We've exited the era of 'post as much as possible.' ...Now we're in a quality era and an era of posting the right stuff, not just whatever stuff." (10:00)

• Optimal content mix:
  • 50%: Your work and who you serve (ideally with faces, clean backgrounds)
  • 25%: You and/or your team—"Service providers are the face of their brand."
  • 25%: Brand boosters (space, guest experience, tutorials)
• Avoid: Generic graphics, retail promos ("very filler content")
• "Seeing more of you on social is what your clients are looking for. A great hair is easy to come by. An incredible human connection is rare." (13:30)

3. Strategy #2: Speak Directly to Your Target Market Client

• Always address your dream client's struggles and pain points.
• Sales psychology:

  "Any of us invest money when we feel pain...We are very unlikely to pay for things if we're not feeling pain." (17:00)

• Example: For gray coverage, talk about soft blending, grow out, dimension for brunettes, not just showing transformations.
• What's working?
  "Authenticity and vulnerability...AI is coming for us—the anti-artificial intelligence is human connection." (20:30)

4. Strategy #3: Offer Mini and Maintenance Services

• "Mini" services can fill gaps and provide what clients actually need now.
• Examples:
  • Face frame or hairline highlight
  • Partial root touch-up
  • Tone and treat for blondes ("gloss or glaze at six-week mark")
  • Express haircuts: Speak to "I know you're busy" pain points.
• "Offering mini and maintenance services...speaks to the pain point of 'I know you don't have a ton of time, let's get you in and refreshed without a three-hour visit.'" (23:15)

5. Strategy #4: Batch Content with Weekly/Monthly Content Days

• Addressing time crunch:

  "You're like, 'Britt, I don't have time for that.' ...What's working really well right now is choosing one day a week, one day a month, and using it as a content film day." (26:00)

• Offer select clients a discount for filming days (with extended appointment time for content creation).
• Repurpose content:

  "The average follower only sees 10% of your content or less. ...There’s no harm in reposting something you posted six months ago." (27:55)

6. Strategy #5: Leverage Community Platforms (Facebook Groups, Nextdoor, Reddit)

• Platforms often overlooked ("not just for Grams & Gramps") are filling stylists' books—especially with older, higher-spending demographics.
• Nextdoor:
  "If yours does, it’s banging...Just type in 'hairstylist.' You’ll see people asking for recommendations several times a month." (30:40)
• Reddit:
  • Engage in local conversations (e.g., “Is there a stylist who specializes in reds?”)
  • Show examples, offer free consultations.
• Key Point:
  "Targeting these platforms where the money probably lives is a smart idea." (34:10)

7. Strategy #6: Treat Google and Yelp As Non-Negotiables

• Trust shift:

  "We are living in a time where we believe the words of strangers more than the words of the business owner." (36:00)

• "Best time to start was seven years ago. The next best time to start is today."
• Genuine reviews on Google/Yelp/Reddit are vastly more persuasive than testimonials on your own site or booking platform.
• "You want more people talking about you on all of those platforms because it does help with local search, it helps with indexing, it helps with everything." (39:00)

8. Strategy #7: Make Marketing a Team Effort

• Salon owners/managers: Lead by example—don’t expect your team to generate content unless you do.
• Benchmark:
  "You'll know your marketing is working when you're driving 10 or more new guest requests per stylist per month to the salon." (42:10)
• Today’s team members want mentorship and guidance, not a “just figure it out” approach.
• "If you want to have a real team... you have to hold their hand and show them the way." (44:40)

9. Strategy #8: Community Give Back Campaigns

• Reference to Episode #415: How to Keep Serving When the Market is Down—an actionable guide to beauty-based charity while maintaining business goals.
• "If you really want to support a struggling community, start a community give back campaign. ...Serve, but don't forget to keep your own tank full." (47:00)
• Addressing the "servant" mindset in the industry; don't self-sacrifice to the point of burnout:

  "You can't pour from an empty vessel. ...At some point, this does have to be a real business. You do have to really build financial security for yourself." (48:00)

Notable Quotes & Memorable Moments

• On the "Great Divide":

  "There's a huge chunk of the industry that is making more money than ever before, and they're keeping their mouth shut. Because when those stylists tell their stories ...the other side... says, 'that's nice for you,' and they become a target." (04:25)

• On Human Connection in Marketing:

  "A great hair is easy to come by. An incredible human connection is rare." (13:30)

• On Sales Psychology:

  "Any of us invest money when we feel pain." (17:00)

• On Consistency in Leadership:

  "You need to be consistent for four months, six months, nine months, a year, and then your team will hop on board. That's what leadership looks like. You lead, they follow." (43:30)

• On Self-Care for Service Providers:

  "You can't pour from an empty vessel. ...If you're giving and giving and giving and never filling your own tank, what will you have to show for it in the end?" (48:00)

Timestamps for Important Segments

• [02:05] - Opening: The economic "Great Divide"
• [10:00] - Instagram content strategy and optimal mix
• [17:00] - Speaking to client pain points and injecting authenticity
• [23:15] - The power of mini & maintenance services
• [26:00] - Batching content with content days
• [30:40] - Finding new clients in Facebook Groups, Nextdoor, Reddit
• [36:00] - Google and Yelp reviews as the new word-of-mouth
• [42:10] - Team marketing and the 10-new-clients benchmark
• [47:00] - Give-back campaigns and the servant mindset
• [48:00] - Self-sustainability for stylists

Conclusion

Britt Seva unequivocally states that now is the best time for stylists and salons to lean into real marketing. She advocates a shift from outdated approaches—no more relying on reputation, blaming the economy, or posting “filler” content. Instead, the winning path includes targeted content, a focus on client psychology, batching and leveraging overlooked platforms, building genuine community reputation, and leading with intention (whether for yourself or your team). The big message: You can thrive now, and it’s not about luck—it’s about strategy, action, and consistency.

If you want more details, check out the free companion PDF on Britt’s website (noted at the top of the episode). For community-centric marketing, see Episode #415. And as always—happy business building!