Welcome to Day 1 of Monaco Nail Academy’s Client Magnet!
Today, we’re diving into a crucial first step: identifying your ideal client. Think of this as the foundation for building a long-term strategy that draws in the clients you want and keeps them coming back.
ALSO – We have a whole party going on over in the Magnet Group Chat – come and join us! It’s one thing to watch the videos but the REAL value of The Client Magnet is access to our Mentors as you work through each task. We’re all there and ready to work with you to get real results for your salon.
Ready to start building your client magnet? Let’s get to it!
More Resources –
The Podcast Episode ‘We Freak Mel Out With the Truth About Monaco AKA How to Attract Your Ideal Salon Client’ is referenced in this video.
Find it on YouTube here and on Spotify here.
Already have Salon Success? Check this lesson out.
And this Facebook Livestream ties into today’s video too!
PS Want more freeeee content? Check out our YouTube Channel!
Task for Today
Your task for today is to create a detailed client avatar and share it in our exclusive group chat for feedback.
Audio Transcript –
Hey guys, Penny here and Welcome to Day 1 of Monaco Nail Academy’s Client Magnet!
Over the next five days, we’ll guide you through a step-by-step process to transform how you attract and connect with your ideal clients, resulting in more bookings and of course, in turn, more income, which we love. I mean, it’s not ALL about money, but it sure does help.
Today, we start by working out WHO we want to attract, which is the foundation of your marketing strategy. Because the answer, if you want high quality, long term clients, is NOT ‘anyone will do’.
Over the following days, we’ll map out where your ideal clients spend their time, how to get their attention and ultimately how to entice them to book with you, without relying on discounts. I say this coming from a great many years of hearing newbies say they HAVE to charge less in order to compete with other salons and it’s just not true.
Finally, Day 5 will tackle keeping clients engaged during slow periods and boosting retention – because what would be the point in attracting all these clients if our magnet isn’t strong enough to keep ’em!
By following each day’s lesson and completing the tasks, you’ll build a solid LONG TERM plan to attract and retain your dream clients. Let’s dive in and start building your client magnet!
So today we’re working on avatars. If you’ve been following Monaco for awhile, you’ve heard me talk about these on our podcast, YouTube, and in pre-recorded lessons. Basically anywhere I can fit them in. If you haven’t been following Monaco for long, WELCOME! Either way, do not skip this lesson. The magnet does not work unless you complete every step. By updating and refining your avatar, you’ll be better prepared for the next steps in attracting and retaining clients.
If you have no idea what I’m talking about, an avatar is essentially a detailed description of your ideal client. The EXACT person you would want to sit across from for 8 hours a day. Not just ‘in their 30s and nice’. No no no. What do they look like, where do they hang out, and what are their interests? By creating this profile, you can tailor your marketing to attract exactly those people to your salon.
My client avatar is 52, owns multiple properties, has curated a lifestyle that is unconventional but allows them to work at a job they love and live by the beach part time, and they’ve got to this point by breaking rules. By marketing to this EXACT personality, I now spend at least 50% of my time sitting across from inspirational people who are either working towards the same sorts of goals as I am, or who have already achieved them and love to chat about how they did it. The other 50% of my clients are ‘spaghetti’ and you’ll have to listen to our podcast to find out more about that.
Why Avatars Work
I know the biggest resistance to the Client Magnet system is a resistance to limiting yourself. You think that by targeting one VERY specific person, you push away everyone that isn’t her. What you’re actually doing though, by targeting super specifically, is attracting your ideal client AND people that relate to her (or him), and pushing away people that just are not right for you. The thing is, if you don’t love them, they probably won’t love you either. People who are not your avatar, are most likely to be unhappy with your service, not click with your personality, and tell people they didn’t like their experience. Not all money is good money and we don’t need the money of THESE people. In the short term, it pays a bill. In the long term, it breeds negative word of mouth, and, if by chance they DO come back, resentment and exhaustion on your part.
The thing is, you already HAVE an avatar. Picture your favourite client. If you don’t have clients yet, picture your favourite human who is not related or a bestie. Someone who you love spending time with, who makes you laugh or who inspires you. Or maybe it’s someone who doesn’t talk to you at all during their appointment! By NOT marketing directly to THIS person, and by trying to capture everybody’s attention all at once, your marketing is messy and won’t attract ANY one.
Say you’re an author of smutty romance novels about werewolves.
You need book sales, and you don’t want to push people away who might love your book if ONLY they would read it. So you make the title generic, put a full moon and some roses on the cover, and write the blurb in a way that won’t scare anyone off ‘Boy meets girl, they fall in love, but they don’t anticipate what’s around the corner…’
Ok, so the first thing that happens, is that Jennifer, who loves super romantic high school sweetheart/met at work/brothers best friend kinda books, picks it up. She hates it. She doesn’t finish it, and she tells all her friends how she got sucked into this awful book that was off the scale weird.
The second thing that happens, is that Natasha, who loves dark romances with a bad boy twist, scrolls straight past the book on her Kindle, thinking it’s fluff.
And because Natasha scrolls past it, she DOESN’T tell her book club that they HAVE to add it to their reading list.
You got 1 sale and a bunch of bad word of mouth, the end.
Say, instead, that you make the title a bit scandalous and the cover a bit sexy and the blurb describes exactly how Ms-Jackson-If-You’re-Nasty the contents will be.
Jennifer scrolls right on past – GREAT. All that bad word of mouth disappears in a puff of smoke. Natasha on the other hand, clicks immediately. She downloads it, screenshots it, and shows her book club group chat. Several of them add it to their Wishlists. As soon as Natasha finishes, she fills them in, and by the end of the week, 3 of them have downloaded it.
Are we on the same page now? We WANT the Jennifer’s of the beauty world to cross the road and go see Nails R Us. See ya, bye, have a lovely time. We want the Natasha’s of the beauty world to walk straight past Nails R Us and float towards our salons, almost like… there’s a magnet.
Have you ever read something or seen an ad that felt like it was speaking directly to you? It’s almost like the person who wrote it knew exactly what you were thinking or what you needed. That’s the magic of having a well-defined avatar. It allows you to create content, promotions, and experiences that resonate deeply with your ideal client.
This makes your marketing feel more personal and relatable, which in turn makes your potential clients feel seen and understood. And when people feel understood, they’re much more likely to choose you over someone else.
So, while creating an avatar might seem a little abstract, it leads to real-world results – more targeted and effective outreach, and ultimately, more bookings.
How to Create Your Client Avatar
Let’s get into how you create your client avatar. If you’ve been qualified for awhile, you have a clear picture of the kind of clients you enjoy working with and who appreciate the services you offer. If not, this is a starting point that you can revisit in 12 months time. If I haven’t drilled the point in enough, this isn’t just about coming up with a vague idea of who your client might be; it’s about getting really specific. The more detailed you are, the more effective your marketing will be.
Start by asking yourself these key questions:
- Demographics: What is your client’s age, gender, income level, occupation, and location? Are they a busy professional, a stay-at-home parent, or a retiree looking for some pampering? Where do they live? In a bustling city or a quiet suburb?
- Psychographics: What are their values, beliefs, and lifestyle choices? What do they care about? Are they environmentally conscious, looking for vegan and cruelty-free products? Do they prioritize self-care, or are they more focused on convenience?
- Goals and Desires: What does your client want to achieve when they come to you? Are they looking for a quick and professional manicure, a relaxing spa experience, or something unique that helps them stand out?
- Challenges and Pain Points: What problems are they facing that you can solve? Maybe they’re struggling to find time for self-care, or they’re dissatisfied with the quality of their previous nail services. Perhaps they’re looking for a salon that offers a more personalized experience.
- Buying Behaviour: How do they make purchasing decisions? Are they influenced by social media reviews, word-of-mouth recommendations, or special offers? (Please don’t say special offers) What factors are most important to them – price, convenience, quality, or something else?
- Social Media and Content Consumption: What social media platforms do they use the most? What kind of content do they engage with – are they into Instagram aesthetics, Facebook groups, or maybe TikTok tutorials? Do they read blogs, listen to podcasts, or watch YouTube videos for beauty tips?
- Daily Life and Habits: What does a day in their life look like? Where do they go to work, shop, exercise, and socialize? What do they do in their free time? Knowing this helps you understand where and when you can reach them.
Using ChatGPT to Help
If you’re feeling stuck, don’t worry – you’re not alone. Creating an avatar is a process that can take time, and it’s okay to refine it as you go. One tool that we discovered is super helpful is actually ChatGPT – free to use AI software. You can use it to brainstorm ideas, ask specific questions, or even get suggestions for your avatar. Just give it the basic details you’ve come up with, and it can help you flesh out your avatar even more.
The first time I did this, was to help refine Monaco’s avatar for beginner Nail techs. I went to Chat GPT and said –
“Can you help me create a marketing avatar. as a starter, her name is Caitlyn, she is 32, has 3 children the youngest of whom is turning 4. she wants to become a nail tech to work from home and contribute to household income while still having the flexibility to be with her kids. Now, can you ask me questions, one at a time, to get to know Caitlyn. I will reply to each question and then you ask another one, up to 30 questions. Once i answer them all, can you write me a summary of Caitlyn as my marketing avatar for Monaco Nail Academy, a training institute for nail techs.”
And Chat GPT did exactly that. It’s like talking to a robot, a little weird, but hey, we’re making up imaginary friends so weird isn’t exactly out of place here.
Real-World Application
Now, here’s where it all comes together. Once you’ve created your client avatar, you can start to see how everything in your marketing – from your social media posts to your service offerings – should align with what this person wants and needs. This is where the magic happens. By speaking directly to your avatar, you’ll find that your messaging becomes clearer, your offers become more appealing, and your ability to attract the right clients improves dramatically.
Remember, this is just the first step. Over the next few days, we’ll build on this foundation to show you where to find your dream client, how to get your brand in front of her or him, and how to entice her to book without ever having to discount your services.
The RIGHT client will rebook every few weeks for many years to come, too, not just for a one off.
Task for Today
Your task for today is to create a detailed client avatar and share it in our exclusive group chat for feedback.
Don’t be shy – it might be daunting to be sharing everything in a group full of beauty professionals, but at Monaco Nail Academy we firmly believe in the competition free zone – a safe space where everyone understands that we are far more powerful when we support each other. No one in the group chat is judging you or copying you. And if they do, guess what – it won’t work because your strengths, weaknesses and avatars are different.
So please, share away to your hearts content. This exercise isn’t just about theory; it’s about setting the stage for real-world results. We’ll give feedback and help you refine your avatar to ensure it’s as powerful and effective as possible. The client magnet works SO much better if we all work together.
People in the group may be working on different lessons at different times, so to help us out, start your message with ‘Day 1’
These strategies are just a glimpse of what you can achieve through our 8-week Salon Success Accelerator course, which we will tell you more about on Friday. imagine what you could accomplish with even more in-depth guidance and support.
I’m excited to see what you come up with! Don’t forget to share your avatar in the group chat, and I’ll see you tomorrow as we explore where to find your dream client. Let’s keep the momentum going and make this week transformative for your business!