A Wake-Up Call for 2025: Why We Can’t Take This For Granted

2025 is here, and if this first month has taught me anything, it’s that nothing in this industry—or in life—is guaranteed.

We wake up every day with the chance to create, build, and grow—but how many of us really lean into that?

How do we get a client to trust us?

How do we get a new client to sit in our chair for the first time?

How do you get industry peers to respect you?

How do you get brands to notice you?

At the core of all these questions is one thing: How do you get people to care?

The reality is, we don’t have unlimited time. We spend years perfecting our craft, building a reputation, and growing our clientele, but the truth is—none of it is guaranteed.

After attending shows for the past eight years, I’ve noticed a shift. More people are asking, “What else can I do to level up?”

Because having technical skill isn’t enough anymore. You could be the best barber or creator in your city, state, or even country—but if you can’t find a way to make people care, they’ll brush over you.

So the real question is: What is that ‘THING’ that makes people pay attention?

What I’ve Learned From My Own Experience

When I’m trying to gain a new client, what do I need to do to get them to trust me?

I’ve learned that some approaches work better than others.

❌ What Doesn’t Work?

• “Hey, I’m a barber in this area. If you ever need a cut, hit me up.”

(This is too generic, forgettable, and doesn’t create real engagement.)

• Offering to work for a brand or asking for PR packs when your social presence is inconsistent. If you’re not investing in yourself, how can someone else invest in you?

• Relying on nice words or a strong résumé alone. People need to see what you bring to the table—your portfolio should speak for itself.

✅ What Actually Helps?

• Building an online portfolio ahead of time so people can see my work before they sit in my chair.

• Giving a genuine compliment—small interactions build trust and make people more open.

• Having my business card or social handle ready

• Carving out dedicated time to create portfolio work that attracts the right clients.

• Engaging in community events or networking spaces where real conversations happen.

• Documenting my process and showing behind-the-scenes moments—this builds connection.

• Creating adaptable content. It’s not just about what you do but why you do it. Sharing your thought process, creative decisions, and brand preferences allows people to connect with you beyond just your skill set.

You Need More Than Skill—You Need a Connection

It’s not just about followers—this is where most people get it wrong. It’s about connection.

I can’t just walk up to someone and tell them I cut hair if I have nothing to show them. I need to read their energy and plug my work at the right time without being overbearing. Social proof helps—when I was new, I made sure to have clean shots of my fades, client transformations, and videos so people could see what I was capable of before they ever sat in my chair.

The same principle applies to working with brands and companies. When a company shows interest, they need to be able to imagine what working with me looks like. That’s why I build my portfolio with intention—not just showcasing past work, but giving them a glimpse of what I could do for them specifically.

For example, I recently started working with a new company, and while every creator brings different things to the table, I knew I had to initiate. I didn’t wait for approval—I put together ideas, examples, and assets I believed would help their campaign and sent them over. I created first, then asked them to understand it.

You won’t always get a yes, but taking initiative helps you get better over time. You learn your audience, refine your skills, and develop a strong sense of what you bring to the table. Trust your instincts and artistry.

The Balance Between Value & Opportunity

Every opportunity is a dance. It needs to make sense for both sides. If a client, brand, or industry peer is going to take you seriously, you need to give value before asking for it.

Ask yourself:

• What can I offer before expecting something in return?

• How can I show my value visually instead of just telling people?

• Does my work & consistency reflect what I’m asking for?

If you’re putting thought, creativity, and effort into your brand, people will take notice. You never know who will come across your content, so make sure every post, every conversation, and every opportunity represents your best.

How This Applies Beyond Clients

The same principles apply when trying to get:

✅ Industry peers to respect you → It’s not just about cutting hair—it’s about showing up, sharing knowledge, and being consistent.

✅ Brands to notice you → They need to see why your voice matters in the industry before offering opportunities.

✅ More career opportunities → You don’t just “hope” for them—you build visibility, trust, and proof.

A Checklist to Make People Care

If you want to build trust, attract better clients, gain industry respect, and get noticed by brands, you need a strategy. Here’s a step-by-step checklist to position yourself for more opportunities.

📌 Step 1: Build Trust with Clients (Before They Even Sit in Your Chair)

People book with those they feel confident in. Show them why you’re the best choice.

✅ Create an online portfolio (Instagram, TikTok, or a website with clear, high-quality work).

✅ Show up in conversations online and in-person—engage with people, answer questions, give free game.

✅ Post behind-the-scenes content of your work process (this builds transparency & credibility).

✅ Share client testimonials & transformations—social proof matters.

✅ Talk about what makes your work different (fades, styling, efficiency, customer experience).

📌 Step 2: Attract More Clients by Standing Out

It’s not just about skill—it’s about how you make people feel.

✅ Be intentional with your first impression. Don’t just DM “Need a cut?” Instead, start a conversation.

✅ Have a signature service or detail that sets you apart (custom styling, extra care, precision work).

✅ Create an experience beyond the haircut—music, cleanliness, professionalism, the small details matter.

✅ Network beyond your existing circle—go to events, talk to people, hand out your social handle.

✅ Be consistent with your marketing—clients need to see you multiple times before they book.

📌 Step 3: Earn Respect in the Industry

People respect those who show up, stay consistent, and share their knowledge.

✅ Be active in the community—attend shows, join conversations, and build genuine relationships.

✅ Teach what you know. Even if you’re new, there’s someone who can learn from you.

✅ Support other barbers & creators. Giving respect earns respect—engage with their work.

✅ Keep learning. Don’t rely on old skills—stay updated on trends, tools, and business strategies.

✅ Document your journey. Show people your process, wins, struggles, and growth.

📌 Step 4: Position Yourself for Brand Deals & Bigger Opportunities

Brands don’t ONLY just pick barbers with big numbers—they look for people with impact.

✅ Make sure your content reflects your expertise—brands want people who know their craft.

✅ Engage with the brands you want to work with—comment, tag, and build familiarity with them.

✅ Create content using their products before they even notice you (show you’re already aligned).

✅ Have a clean, professional presence online—brands look at your profile like a portfolio.

✅ Be patient but consistent—the more you show up, the more you position yourself for opportunities.

📌 Step 5: Why Small Creators Are Winning More Than Ever

It’s not about having just the biggest account anymore—it’s about the impact of each piece of content.

Right now, smaller creator accounts are getting more traction than ever because platforms push content based on engagement, not just follower count. This means:

✅ A single well-executed post can reach thousands, even millions, of new people.

✅ Brands are prioritizing engagement & authority over follower count.

✅ Authenticity beats polish—people want real, valuable insights.

✅ Consistency & strategic content make small creators feel like “big players.”

What does this mean for you?

Instead of stressing over your total follower count, focus on making each post count.

Here’s what works:

✅ Make content that teaches, entertains, or solves a problem.

✅ Create with intention—every post should reflect your skill, perspective, or personality.

✅ Leverage short-form video—TikTok, Reels, and Shorts give everyone a chance to be seen.

✅ Stay consistent—momentum builds over time.

Need Help Staying Consistent? My Social Media Workbook Just Dropped!

If you’re serious about creating content but feel stuck on what to post, how to stay consistent, or how to make your content actually work for you—this workbook was built for you.

This isn’t just a planner—it’s a step-by-step guide designed to:

✅ Help you plan & organize your content so you never run out of ideas.

✅ Give you structure & accountability to post consistently without the guesswork.

✅ Break down content strategy in a way that makes sense for barbers & creators—whether you’re building your personal brand, growing your clientele, or working towards brand collaborations.

What makes this different?

This workbook isn’t just about filling in a blank calendar—it actually guides you through the entire process of content creation, helping you:

🧠 Think deeper about your content instead of just posting for the sake of it.

🧠 Track your ideas & organize them in a way that makes execution easier.

🧠 Format your content to work across multiple platforms using 3 proven templates to build your posts.

🧠 Stay on track with a custom 30-day calendar that integrates seamlessly from your content ideas.

Instead of feeling overwhelmed by social media, you’ll have a clear plan that helps you execute with confidence.

🚀 Get yours now & start leveling up. 👉 Social Media Workbook 👈

Make It Impossible for People to Ignore You

The best barbers & creators don’t wait for opportunities—they create them.

✅ Be intentional with your reputation.

✅ Put in the work before asking for anything.

✅ Create undeniable value, and the market will recognize you.

A Reminder to Show Up Fully

Some fresh energy and perspective to carry into this next week.

2025 has already been an intense start. I want to take a moment of silence for two incredibly talented hairstylists, Graham Nation and Jesus Guerrero, who have tragically passed away unexpectedly. It’s heartbreaking news to process in just a matter of days.

Yet, it’s another reminder of how precious life is. We wake up every day with the chance to create, to build, to impact—but how often do we truly lean into that?

The creative field comes with uncertainty, risk, and constant challenges, but it also gives us the freedom to shape our own paths. Every piece of work we put out, every connection we make, and every risk we take is an opportunity to unlock a higher version of ourselves.

So if there’s one thing I want to leave you with—create for yourself. Not for trends, not for approval, but to push yourself toward your highest potential. Make work that challenges you, inspires others, and adds something real to the world.

Because at the end of the day, we never know how much time we have. But what we do know is that every day we show up with purpose, we’re building something that lasts beyond us.

Love y’all.

Sof!