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Hey Reader,

So I quit my 9-5 and am working in the barbershop again. (I talked about that story in last week's newsletter).

My shop is actually in a new city so I need to build clientele. I decided to try out the free haircut strategy. Let's talk about it.

The free haircut strategy

Here's the general idea. If you're looking to build your clientele, offer a free service. This will get new clients in your business that have the potential to become loyal clients and also has the potential to give the community something to talk about.

This isn't a revolutionary idea. It's actually very common.

Yoga Studio: Your first class is free.

Planet Fitness: Your first drop-in is free.

Barbershop: Your first haircut is free.

Builds brand awareness

Every business needs to build brand awareness. They can't buy from you if they don't know you exist. A free haircut is a simple way to gain that attention.

A car drives by and sees the free haircut sign. If your shop has high visibility to cars driving by, there could be 100s of eyeballs on your biz.

Not everyone is going to come in for a haircut, but hey, if they saw the sign it will be memorable. Maybe the next time they need a haircut they'll remember your shop.

Many will pay something

So I offered free haircuts on Monday from 11am-7pm. I had 13 first-timers (which was more than I was expecting). My barbershop is in a very busy shopping center, located next to a grocery store, bank and gym. When cars enter the shopping center, one of the entrances passes our shop. We're in an ideal location for this strategy.

Of the 13 first-timers, only 2 of them didn't pay. So I did walk away with some profit on the day.

Planting seeds

The free haircut strategy makes me think of an old Bible story actually. It's called the Parable of the Sower.

A farmer went out to plant some seeds. As he scattered them across his field, some seeds fell on a footpath, and the birds came and ate them.

Other seeds fell on shallow soil with underlying rock. The seeds sprouted quickly because the soil was shallow. But the plants soon wilted under the hot sun, and since they didn't have deep roots, they died.

Other seeds fell among thorns that grew up and choked out the tender plants.

Still other seeds fell on fertile soil, and they produced a crop that was 30, 60 and even a 100 times as much as had been planted! Anyone with ears to hear should listen and understand.

Of the 13 first-timers, here's what will likely happen. Some might never come back, others might come back 1 time and then never again, and then hopefully there will be some who come for years.

I really hope that at least 1 of them will be the client who also sends referrals that end up becoming loyal clients.

The free haircut is a strategy rooted in faith. You have faith that those free haircuts will end up leading to loyal clients.

Take aways

At the end of the day, barbers need clients in their chair and the free haircut strategy is a marketing campaign to do that. Whether you choose to do this or do a different strategy, just do something.

What do you think of the free haircut strategy?

Written by: Matthew Mendoza​​
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