Mya Webinar - Your Next Stylist Is Already Watching

Your next stylist
is already watching.

What does she see?

How your online brand attracts the dream team first, and why the right clients follow the same way.

REBEKAH HARRISON · STORM SALON SOCIAL

WHY I SEE IT THIS WAY

Eight years getting people
to choose a place.

I recruited students for two universities.

My job was getting an eighteen year old to pick one campus over another.

Nobody ever chose a school for the tuition.

They chose it for who they'd be around, whether they'd grow, and whether they'd be proud to wear the sweatshirt.

A stylist picks a salon exactly the same way.

And I've watched salons try to solve that with a pay raise, while the real decision was being made on their Instagram.

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THE NEXT THIRTY FIVE MINUTES

Four things, and
you'll need your phone.

A test you can run on your own page in five minutes.

We'll do it together.

Five questions I want you to steal.

They will change what you post.

How to actually shoot it.

Light, focus, and how to plan a shoot day.

The system.

The boring part that makes it possible when you're behind the chair all day.

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DO THIS NOW

The Cover-Up Test

Open your last nine posts.

Cover the name. Cover the logo. Cover the handle.

Now hand it to someone who has never been to your salon and ask:

“What can you tell me about this place?”

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WHAT ALMOST ALWAYS COMES BACK

“They do good hair.”
That's the whole answer.

They can't tell you who owns it. What it feels like to be there. A single person who works there. And this is not a criticism of your work. Your work is probably beautiful. That is exactly the problem.

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A lot of salons
do great hair.

Four good salons in your town, all posting their best color work, all looking the same to the person scrolling. You have chosen to compete on the one dimension where everybody is already good.

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WHAT I ACTUALLY BELIEVE

There is no such thing
as salon competition.

There is exactly one salon on earth with your owner, your room, your team, your story, and the reason you opened the doors. What we call competition is two salons both trying to be somebody else at the same time.

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SO WHAT IS A BRAND

A small number of things
you stand for, said over and
over, in different ways,

until people start saying them back to you.

If your only pillar is “we do beautiful hair,” then you have one pillar. And so does every salon you're competing with.

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THE RECRUITER VERSION

She is running a checklist.
She doesn't know she's
doing it.

Five questions are in her head, and she is looking for the answers in your content. Only one of the five is about hair.

For most salons, it's the only one the feed answers.

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Who runs this place,
and what do they stand for?

Not your job title. Who you are. Why you opened. What you refuse to do.

A stylist is not just picking a building. She is picking a person to work for.

If she cannot find you anywhere on your own page, she reads that as “the owner is not around,” whether that is true or not.

The most underused content in this industry is the owner's face and the owner's voice.

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Who would I be
standing next to?

She is going to stand two feet from your team for nine hours a day. That is a bigger decision than the commission split, and she knows it.

Show the team. Not just their work. Them. Names, faces, how long they've been there, what they're known for.

Free lever: collab tag the stylist when you post their work. It goes out on their page too. In the salons we run, that one tag reliably moves a post about 1.6 times further. Most salons have never turned it on.

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What is it actually like
here on a Tuesday?

Not the photoshoot version. Tuesday.

What's the music. Do people eat lunch together. Is there an education night. Is somebody's dog there. Is it quiet, or is it loud.

Stylists leave salons over culture far more often than they leave over money.

Culture is the hardest thing to fake, which is exactly why it's worth the most.

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Will I be better
in a year?

This separates the salons that get great stylists from the salons that get available stylists.

Show education. Class days. The assistant who is now taking her own clients. Your team at a show, or teaching each other something on a Monday.

This one does two jobs. It recruits the stylist you want and it keeps the ones you have.

Cut your team out of your content and you've quietly made it easier for them to leave.

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Would I be proud to tell
people I work here?

This one is about status, and nobody says it out loud.

She is imagining telling another stylist where she works. She is imagining putting it in her bio.

So the room matters. The details matter. The way a client's day feels matters. Your reputation in town matters.

That's not vanity. That's the name she's about to attach to her own.

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Can you do hair?

This is the one your feed already answers. Usually about ninety percent of the time.

Tonight: count your last thirty posts. How many answered a question other than this one? For most salons it's two or three out of thirty.

Post the work. It just goes last, because it's the only one everyone else has already covered.

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AND HERE IS THE PART NOBODY EXPECTS

Your ideal client is asking
the same five questions.

SHE ASKS

SO DOES YOUR CLIENT

Who runs this place?

Whose hands am I in?

Who would I stand next to?

Who is actually doing my hair?

What is it like on a Tuesday?

Will I feel comfortable walking in?

Will I be better in a year?

Do they still keep learning?

Would I be proud to work here?

Would I be proud to say who does my hair?

So you do not run two content strategies. You run one, built for her, because she is the harder audience.

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OBJECTION ONE

“I feel like I'm
repeating myself.”

Good. That is branding. You've heard your own message four hundred times because you wrote it. Your audience has heard it twice, because Instagram showed them two of your last thirty posts. The moment it starts to feel boring to you is roughly the moment it starts to work.

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OBJECTION TWO

Don't use AI images.
Not for this.

A client might scroll past a fake photo and never think about it. A stylist deciding where to work will not, because the entire thing she is doing on your page is looking for evidence that the people are real.

An AI image is the opposite of evidence. And she is going to walk through your door eventually.

You also do not need new content every month. You need a system that makes what you already have look new. Same footage, cut differently. A photo from March comes back in July with a different point.

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So how do you
actually shoot it?

Four things. All of them free, all of them on the phone in your hand.

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SHOOTING IT · 1 OF 4

Light beats everything.

Face a window. Not a ceiling light, and never a window behind you.

Salon lighting is built to make hair look good, not faces. It is usually overhead, which puts shadows exactly where you do not want them.

If you fix nothing else, fix this. It costs nothing and it is the single biggest difference between content that looks expensive and content that does not.

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SHOOTING IT · 2 OF 4

Lock your focus.

Tap and hold on the subject until it says AE/AF Lock. Now the camera stops hunting halfway through the clip.

That drifting, breathing, going-soft-then-sharp thing is the number one reason salon video looks amateur, and it is one press to fix.

Same for exposure. Lock it, then slide down slightly. Recovering a slightly dark clip is easy. A blown-out white shirt is gone forever.

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SHOOTING IT · 3 OF 4

Film a list, not a vibe.

Nobody has ever successfully gone into a salon to “get some content.” You come out with four hundred clips of nothing.

Write the shot list before you pick up the phone. Six to ten specific shots, each one attached to a question from earlier.

Short clips. Five to ten seconds each. Long takes are almost never used and they are miserable to edit.

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SHOOTING IT · 4 OF 4

Plan the shoot around the five.

A shoot day is not for getting hair photos. You already have those.

Book a half day, not an hour. Plan two or three outfit changes, because the same afternoon then reads as several different days.

Shoot vertical, and leave empty space at the top and bottom of the frame so text has somewhere to live.

Done properly, one shoot day carries a salon for a year. That is not a sales line, it is just what happens when you shoot to a list.

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AND IF YOU ARE BEHIND THE CHAIR ALL DAY

It is never the ideas.

Collection.

Nobody grabbed the photo. The moment happened and it's gone.

Organization.

Four hundred things in your camera roll and no idea which ones matter or where they go.

Approval.

Something went out that wasn't you, and now you're nervous about the whole thing.

Fix those three and consistency stops being a discipline problem.

One place things go. The team knows what to grab. Somebody sorts it against your five. And nothing publishes that you have not seen.

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THE PART I DIDN'T EXPECT

Salons have added team
members from this. Almost
none of it came from a
“we're hiring” post.

Stylists just reach out. And it's almost always some version of the same sentence:

“I've been watching you for a while.”

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NONE OF THESE NEED ME

Three things to do
this week.

1. Run the Cover-Up Test properly.

Send those nine posts to someone who's never been to your salon. Whatever they say back is your actual brand right now.

2. Count your last thirty posts.

How many showed a face or a name from your team? Under a third and you're invisible to the exact stylist you want to hire.

3. Answer one question your page never has.

One post. Most of you already know which one it is.

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IF YOU WANT A SECOND SET OF EYES

The Stylist Scroll

Twenty minutes. Free. No deck, no pitch.

I go through your page the way a stylist does, and I tell you two things. What she learns about you in the first six seconds. And which of the five questions your feed never answers.

You walk away with your three brand pillars written down, in your words. It's yours either way.

SCAN TO BOOK

calendly.com/rebekahhope/social-media-brand-consultation

STORM SALON SOCIAL