Positioning Yourself: A Comprehensive Guide For the Modern Barber

Welcome to the Future of Barbering

Barbering is evolving, and so should you. In today’s fast-paced world, staying relevant means embracing change. This newsletter will guide you through the essential steps to position yourself for success in the modern era of barbering.

Acquiring Clients in the Digital Age

The Beauty of Today’s World

In the early 2000s, I remember having to put coupons in people’s mailboxes to advertise my work in the neighborhood. There was limited access before social media. Now, if you spend time making your account look professional, it’s a way to attract clients at a much faster rate. This process is less stressful than you think. Sometimes we overcomplicate the idea of social media in our minds with thoughts like, “I don’t have someone to help me,” “I don’t have time,” or “I’m too busy or too booked,” and the list goes on. If you know what you’re aiming for, which comes from practice and intention with what you want out of social media, it’s far easier to decide and press record.

How-to Guide:

Social Media Marketing:

• Professional Profile: Create a professional-looking profile on Instagram, Facebook, and other platforms. Use high-quality images and clear descriptions of your services.

•  Engaging Content: Post regularly with engaging content such as client transformations, tutorials, and behind the scenes.

Imagine yourself as a consumer: what things would you want to see from someone? What helps you decide how to choose a barber or hairstylist? When I reverse my position, this gives me ideas and angles of what to shoot and capture. When I started to feel more confident, I began doing voiceovers to add another level of conversation.

If clients are what you are aiming for, spend a little time capturing some end results, as those are the things people want to see before they decide to choose their next barber. Get a good before shot, middle shot, and end shot, and turn those into videos, as they are the most engaging on social media.

Understanding the Modern Barbering Landscape

Embrace the Evolution of Barbering

The barbering industry is not what it used to be. Trends are shifting, and so are client expectations. Stay updated with new techniques, styles, and tools to remain competitive.

How-to Guide:

Stay Informed:

• Subscribe: Sign up for industry magazines and blogs like Modern Salon or BarberEVO. These sources provide the latest news, trends, and techniques.

• Online Communities: Join barber forums and social media groups on platforms like Instagram and Facebook. Participate in discussions and stay connected with other barbers.

I really enjoyed seeing other people's published work for inspiration, style trends, and purely for the art of seeing what people did from different regions. Seeing it photographed in different settings helped me think about how I wanted to shoot my own content.

I hardly use Facebook much these days, but I’m pretty sure I’m still part of the barber forums I joined early on. This was an easy way to find groups and ask questions that didn’t make me feel so nervous. Over time, I enjoyed hearing the perspectives people had on different topics. It became educational to hear from a general perspective.

Network:

• Events: Attend barber expos and conventions to see the latest tools and techniques in action. This is a great way to meet industry leaders and learn from their experiences.

•  Local Meetups: Look for local barber meetups or industry mixers to expand your professional network.

Nowadays, there are plenty of local and big expos that happen throughout the year. It’s incredible how often they occur and how they are everywhere all at once. If you aren’t ready to travel to another state, I’m sure you can find one closer to your city. If not, there are big reputable shows like CT Barber Expo and Barbercon that always bring out a variety of industry educators to share their techniques at the shows.

Even before I attended expos, I remember attending local barber meetups that were hosted in different barbershops once a month. You were able to get familiar with your local community. Prior to this, I do remember a huge disconnect between people in different barbershops, like it was gang territory. Because a lot of this was happening on the West Coast, I felt it was noticed on the East Coast how much more supportive our side was in comparison. When I did visit the East Coast, it was still catching up.

Now, with the help of social media, I think a lot of people naturally feel more connected if they visit different towns and run into other barbers they have followed online. The beef really doesn’t make sense. If Joe down the street is charging five dollars more and you are trying to take his clients, why? Why not come together as a shop and raise the standard so clients don’t control how your business should run? I find this battle between local barbershops so weird. For one, I normally wouldn’t care if my personal clients wanted to try someone else for whatever reason, but it would never cross my mind to want to steal clients from any shop. Clients, at the end of the day, are free to choose whoever they want. Also, clients are a reflection of who we are. We attract the type of clients that are similar to us if you think about it.

Essential Skills for Modern Barbers

Mastering the Craft: Key Skills for Success

Skill mastery is non-negotiable. Focus on precision cutting, styling, and exceptional customer service. Remember, continual learning and attending workshops will keep you ahead.

How-to Guide:

Precision Cutting:

• Practice: Regularly practice different cutting techniques (e.g., scissor over comb, clipper cutting). Start with mannequin heads or willing friends and family.

• Courses: Enroll in advanced cutting courses or workshops. Look for classes that offer hands-on training and feedback.

Styling:

• Experiment: Try out various styling products and tools to understand their effects on different hair types. Document your results to see what works best.

• Portfolio: Build a portfolio of different styles and techniques. Use social media to share your work and get feedback.

Customer Service:

• Active Listening: Develop strong interpersonal skills by actively listening to your clients’ needs and preferences. Ask questions and show genuine interest.

• Follow Up: Offer personalized advice and follow up with clients after their appointments to ensure satisfaction and build loyalty.

I can’t say it enough, but building your skill is what will build your confidence. You never have to fight for respect or for people to take you seriously because if the work is good, you’ve got an amazing reputation, and people have only the nicest things to say about you without you having to say anything. That’s where you want to be.

When I attend shows and people ask questions, most of the time they’re starting out or have been in the industry for under five years. They want to get ahead, and there’s nothing wrong with that, but we can’t make something happen forcefully. It typically works itself out as long as we put in the work every day to build toward the goal we have in mind.

If there’s one piece of advice that applies to life as a whole, it is that you will find the most positive change in your life when you decide to work on bettering yourself. At the end of the day, in whatever field, becoming a better version of yourself is the best thing you can do.

This quote never leaves my mind…

What you believe about yourself right now is what is happening. When you realize the power you have to make new decisions and change it, you become more in control of your life and can make better choices. Those two things—clarity and making decisions—are important.

Building Your Brand

Crafting Your Barber Brand

Your brand is your identity. Create a strong personal brand through a solid social media presence and a professional portfolio. Platforms like Instagram and TikTok are your best allies for showcasing your work and attracting clients.

How-to Guide:

Social Media Presence:

• Post Regularly: Consistently post high-quality photos and videos of your work on Instagram, TikTok, and YouTube. Get familiar with the platforms and all their features. It's good to consume content, but don't consume so much that you become paralyzed from making your own. Be inspired, and then make something good!

• Engagement: Respond to comments and messages promptly. Host live sessions to demonstrate your techniques and interact with your audience. This might feel like a given, but if you want people to engage with you, you have to first be willing to engage with others. Be genuine in your effort. Become an interesting person to others, and you'll do that by releasing the fear of sharing more of who you are.

Professional Portfolio:

• Digital Portfolio: Create a digital portfolio showcasing your best work. Include before-and-after photos, client testimonials, and a brief bio.

• Website: Consider creating a professional website where clients can view your portfolio, book appointments, and contact you.

Networking:

• Industry Events: Attend industry events and collaborate with other barbers and influencers. Networking can open up opportunities for collaborations and new clients.

• Community Involvement: Participate in local events or charity work to raise your profile in your community.

Brainstorming Topics of Interest:

• Be Honest: Share your journey of learning new skills. People love seeing progress and honesty about where you are in your learning curve.

• Passion Projects: Focus on topics you are genuinely interested in, even if you’re not an expert. Your enthusiasm will attract a like-minded audience.

• Consistency: Regularly share updates on your learning journey and new things you’ve discovered. This builds a narrative that your audience can follow.

Selecting the Right Tools

Equip Yourself: Tools for Success

The right tools can make or break your craft. Invest in essential barbering tools and high-quality products like Babyliss Pro and STMNT Grooming. The right equipment enhances your skills and client satisfaction.

How-to Guide:

Research:

• Reviews: Invest time in researching and testing different tools and products. Read reviews and watch tutorials to understand their benefits

• Try Before You Buy: Whenever possible, try out tools before purchasing. Attend trade shows where you can demo products or check them out from the people who work next to you.

Maintain Tools:

• Regular Maintenance: Regularly clean and maintain your tools to extend their lifespan and ensure optimal performance. Follow manufacturer guidelines for care.

• Spare Parts: Keep spare parts and backup tools on hand to avoid downtime during repairs. This could be blades, shaver heads, blades, razors, shears, feather blades and whatever else you use.

The prices for gear have gotten higher today than when I started. If you are going to spend that money, make it count by learning how to properly take care of them. Watch videos, and ask people you know are good at it or have a nice station. The life of these tools (especially Babyliss Pro brand) will last long if you take the proper steps in understanding the basic elements of care, such as:

• Brushing the hair off

• Cleaning the blades of debris

• Making sure blades aren’t dried out

• Making sure not to over-oil

• Not letting hair build up between blades

• Spraying disinfectant before and after each client

• Checking if the blades are straight

• Ensuring screws are tight

These are just a few things that you would be surprised some people don’t do and then wonder why their tools are not working properly. I’ve heard and seen numerous stories in person at shows about the things people were not doing or didn’t know how to do. Trust me, there’s nothing to fear when it comes to not knowing; just find a way to ask. We are never above information or knowing it all. But do yourself a favor, and don’t let your tools get so much build-up of hair or dirty oils from products stuck in the blades. Better hygiene for your clients is crucial, as dirty blades can cause scalp irritation for some.

Client Consultation and Service

Excellence in Client Care

Great service starts with understanding. Conduct thorough consultations to grasp client needs and deliver top-notch service. Your ability to listen and adapt will set you apart.

How-to Guide:

Thorough Consultations:

• Detailed Questions: Ask detailed questions about your client’s hair history, preferences, and lifestyle. Use this information to tailor your services.

• Visual Aids: Use pictures or style books to help clients articulate what they want.

At first, I’ll be honest, I was afraid of asking “too” many questions as some people really did get mad. It stopped me from building my process in my mind, but keep going until you understand it. I don’t know every haircut name or layout as they change from person to person. It’s gone even to the point that someone’s version of a #4 guard didn’t match my actual #4 guard because their previous barber said that’s what it was, but when I did it, he was upset as it was way shorter than what he wanted.

We learn as we go. After incidents like that, I got better at asking better questions.

Personalized Recommendations:

• Product Suggestions: Suggest products and styles that suit your client’s hair type and personal style. Explain how to use each product effectively.

• Maintenance Tips: Provide clients with tips on how to maintain their look at home. Follow up with text instructions or send them off with a video on their phone or from yours that you can share.

Feedback:

• Encourage Feedback: Encourage clients to share their feedback and experiences. Use their input to improve your services and build stronger relationships.

• Reviews: Ask satisfied clients to leave reviews on your social media pages or booking profile. (Give incentives if you’d like, such as offering $5 off their next visit.)

Video Consultations:

• Content Creation: Video consultations are a popular content style on social media. Show transformations from consultation to the end result to engage your audience.

• Show Expertise: Use video consultations to demonstrate your expertise and customer service. This builds trust with potential clients who see how you handle consultations.

Staying Ahead with Trends

Trendspotting: Stay Ahead of the Curve

Trends are your roadmap. Keep up with the latest hair and fashion trends through industry magazines, online forums, and social media influencers. Being trend-savvy makes you a go-to barber, and people are more than willing to drive 1-2 hours and pay a premium! I know we’ve all seen some of these videos on Instagram and TikTok lately!

How-to Guide:

Research:

•  Follow Leaders: Follow industry leaders and influencers on social media. Pay attention to emerging trends and popular styles. Save them and input your own version. Follow what works!

• Trend Alerts: Use hashtags to see trending styles under #barber, #barbering, #menshair, #shorthairstyles, and #barbershop videos, and use them as a benchmark for your own content. Scroll until you find something relatable.

Practice:

• Experiment: Experiment with new techniques and styles on mannequins or willing clients. Take photos and document your progress.

• Workshops: Attend hands-on workshops where you can learn and practice new trends, or practice on free clients during your free time.

Educate Clients:

• Inform Clients: Keep your clients informed about new trends and offer to incorporate them into their styles. This keeps your services fresh and appealing. It could be your way to introduce them to a new style they haven’t had before.

• Showcase Trends: Once you’ve built up enough images or videos, put them together in a reel and share it on social media! Showing people your range attracts a variety of potential clientele.

Education and Continuous Improvement

Never Stop Learning

Education doesn’t end with a license. Pursue further education through courses, certifications, and industry events. Continuous improvement is key to long-term success.

How-to Guide:

Courses and Workshops:

• Enroll: Enroll in advanced courses and attend workshops to learn new techniques and stay updated with industry developments. Look for reputable schools and instructors.

• Online Learning: There are plenty available. Just check the details from your favorite educators!

Certifications:

• Specializations: Pursue additional certifications in specialized areas (e.g., SMP, beard grooming, color enhancements) to enhance your credentials and demonstrate your commitment to excellence.

• Continuing Education: Stay updated with continuing education requirements in your region to maintain your license.

Mentorship:

• Find a Mentor: Seek out mentors in the industry who can provide guidance, feedback, and support as you grow in your career. Attend industry events to connect with potential mentors. (Not always available, but I know it's out there.

• Peer Learning: Join a study group or mastermind with other barbers to share knowledge and experiences.

Self-Improvement:

• Figure It Out: Constantly look for ways to improve. Don’t rely solely on external validation. In this industry, those who can "figure it out" will go the furthest.

• Proactive Learning: If something doesn’t make sense, take the initiative to research and learn about it. Move forward with your understanding rather than waiting for answers.

Mental and Physical Wellness

Balancing Act: Wellness for Barbers

Your well-being matters. Maintain your mental and physical health with proper ergonomics, stress management, and a balanced lifestyle. A healthy barber is a successful barber.

How-to Guide:

Ergonomics:

• Invest in Tools: Invest in ergonomic tools and set up your workstation to reduce strain and injury. Practice good posture and take breaks to stretch.

• Workspace Setup: Arrange your workspace to minimize repetitive movements and ensure everything is within easy reach.

Stress Management:

• Meditation and Exercise: Incorporate stress-relief practices like meditation, exercise, and hobbies into your routine.

• Work-Life Balance: Remember that this looks different for everyone. You have to build the right balance that works specifically for you.

Support Systems:

• Build a Network: Build a network of colleagues and friends who understand the demands of your profession and can offer support and advice. Regularly check in with your support system. I do this often, i’m always asking people closest to me when I need help or an opinion

• Professional Help: Don’t hesitate to seek professional help if needed. Therapy and counseling can be valuable resources for managing stress and maintaining mental health.

Building Resilience:

• Start Small: Begin with small steps to handle stress and gradually build your resilience. Understand that initial setbacks like bad reviews or difficult clients are part of the learning process.

• Growth Mindset: View challenges as opportunities for growth. Each setback provides a chance to learn and improve your skills.

Building a successful barbering career involves mastering your skills, creating a strong personal brand, and staying updated with industry trends. Remember, the little things you do every day add up to significant progress over time.

Take it one step at a time, and don’t be afraid to ask questions or seek help when needed. Focus on bettering yourself, maintaining your tools, and providing exceptional service to your clients.

By consistently applying these building blocks, you'll find that each small effort contributes to a greater overall success. Keep pushing forward, stay inspired, and trust the process.

Thank you for reading, and here's to your continued growth and success in the barbering world!

Enjoy your extended weekend!

Sof!