What I learned from sweeping up hair
April 13, 2008
I’ve worked many an odd job during my illustrious career but the one that gets the most raised eyebrows was my job as the Jack of All Trades at a beauty salon. Mostly, I did clean up, hauled heavy boxes, stocked the hair dye shelves and swept up a whole lot of hair.
I was about 14 and couldn’t get a "real job" yet so I took this one for cash under the table. The salon was a throwback to the 50s, where ladies came to get their hair done weekly and gossip. While the job itself left a lot to be desired, there were some real life lessons (and marketing truths) among the tendrils.
Being noticed matters: While some patrons took notice of the teen-aged boy in the all woman territory, most didn’t. In fact, for the most part, I was invisible. They might absentmindedly lift up their feet as I swept around them or hand me something to throw away, but I was just the clean up kid. They didn’t really take notice of if I was tall or short, blond or dark-haired, or what my name was.
For those few ladies who actually took a moment to greet me or ask me about my work, I was immensely grateful. Being invisible stinks.
Marketing truth: Our clients/customers feel the same way. Being ignored or invisible is actually worse than getting bad news or bad service.
If you listen to a group of people with something in common, you’ll be stunned what you learn: Okay, so the one advantage of being mostly invisible is that I could listen in on the patrons conversations without them paying any attention. It was quite an education for a 14 year old guy!
Like all hair salons, the chairs were close. So pretty soon, 5-6 women between the stylists and the customers, would be knee deep in a no-holds barred conversation. They quickly drove the conversation to those things that were top on their mind. When given the opportunity, they talked about what mattered to them.
Marketing truth: You can gain incredible insights if you create an environment that allows people to be themselves and share their thoughts.
In the end, people are hungry for approval: Many of the women who came to this salon were very wealthy, had everything they could want and yet, they still stood a lot taller once a clerk or stylist complimented them. People, no matter how successful, all together or intelligent still crave being noticed and appreciated.
it didn’t just change their posture — it changed their entire demeanor. You could see it in their eyes and how they interacted with everyone around them. There was a bounce in their walk as they left the salon.
Marketing truth: It is a brand’s ultimate success if being associated with it says something complimentary about the consumer. If owning a Harley says I am cool, bravo to Harley. If being an Apple fanatic says I am creative, high five to Apple.
Why am I sharing this, you wonder? It’s part of an on-going writing project started by Robert Hruzek. Ironically Marcus Goodyear had started a very similar project. (hat tip to Robyn for finding this project.) And I believe that in every experience, we can learn a little something about marketing. If I can learn some marketing truths while sweeping up hair…I know you’ve learned a thing or two along the way.
Okay, I shared my weird odd job and what I learned…your turn!
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