Beauty Biz

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2021: THE YEAR OF
MAKING BUSINESS EASIER
By Elle Wilson
Ready to make 2021 the year running your beauty business becomes
easier? I hear you! So, let me tell you how to begin...
I personally am a little tired of the idea that
business is hard. It isn’t business that’s
hard. We make it hard and ironically, it
can make us feel good. We even believe
that there is some kind of virtue in ‘doing
it hard’. Believe me beautiful, there isn’t.
Our lack of clarity and our lack of ability
to be laser-focused is what makes
everything harder. It ignites our emotional
body, makes our head fuzzy and leaves
us feeling overwhelmed. For some of us,
the shiny objects, lack of leadership skills,
inability to define our one true desire for
our business or take the time to ask
ourselves the most important question (I
will reveal this below) is what causes the
chaos or “hardship”. The chaos that you
will eventually arrive at if you just dive in
and start “doing”.
Is there right and wrong in business?
There is.
It took me years to admit this.
If we want to do it easier, there is a way.
When I wanted it easy, I started to listen,
to be more vigilant about what makes
business easy. My emotional body wasn’t
needed or triggered. My overwhelm
subsided.
Human beings are awesome at making
messes they then have to clean up.
Sometimes it’s possible and other times,
it isn’t. This is why the stats that show how
many businesses fail within 5 years of
opening are extremely high.
Let me share with you a secret…
Successful business doesn’t have the
tiniest element of luck in it. It’s all about
planning, strategy and moving forward
with clarity.
So now think about your business in
2021...
Do you want the same old struggles or to
continue believing that business is hard?
Do you LIKE business to be hard?
Of course not!
In this article, I am offering you ONE
solution that is essential to you streamlining
your business this year; making it easier.
I will then go on and share with you how
my TrueBrow salon owners use this
solution and most importantly, why.
Over the last 36 years in the industry,
I have picked up a few tricks. In the last
20 years alone, I have mentored and
strategised the businesses of thousands
upon thousands of business owners.
The majority of them, I could even go as
far as to say about 99% of them, had no
idea how to answer when I asked them
one of the most essential questions an
entrepreneur must know to ensure clarity.
Clarity for their values, their messaging,
their marketing, their furniture, their email
campaigns, their promotions and so on.
It’s like the laying of the foundation.
The question… “What business model is
your beauty business using?”
Their answer... “I don’t know, Elle?”
And there it is... BINGO! Even just
acknowledging the fact that their
businesses weren’t operating according
to a purposefully chosen business model
was like a lightbulb moment… Finally, they
could clearly see where a foundational
decision HAD to be made to move forward
and that in itself, begins to make business
easier.
I want you to take a look at the definition
of these two precious words: business
model.
A business model is a framework to
understand, design and test your business
idea. It provides a systematic way to
identify how you can profitably generate
revenue while creating value for your
clients.
Now, don’t get me wrong, there are still
challenges, hiccups and this first step isn’t
the cure to all life’s pain, but selecting a
business model will stabilize you, align
you with your deepest business desire and
most importantly, it will give you clarity in
moving forward in 2021.
Remember, the opposite to clarity
is overwhelm, frustration, depletion,
confusion and we don’t want that.
There are many business models a
beauty business can use to grow, such
as a membership program, the influencer
model, the referral model, the nurture
model; these are just a simple few.
But there is one specific business model
we offer and support our TrueBrow
community to implement. And, the most
successful of our students are the ones
that follow through without a moment’s
hesitation.
They operate using the “Expert/Skilled-
Based Model” because it is the one
business model that eliminates so much
extra work and offers the greatest rewards
with the lowest outgoings.
This business model requires absolutely
no paid advertising for the salon owner,
eliminating the need to understand or use
Facebook/Instagram paid marketing, let
alone stay up to date with it. It requires
no discounting or price cuts. It eliminates
the competition and the best part, this
business model can be used for absolutely
ANY beauty service - that’s right! It’s not
brow specific.
So, what is your next step in beginning
to make running your beauty business
easier?
It’s easy! Start with a solid foundation.
Choose a business model that makes
your heart sing and that you know your
strengths are aligned with. You have so
much to continue learning when you take
on the role of entrepreneur, don’t add to
this by choosing a business model that
isn’t aligned with your greatest strengths
and one that makes everything harder.
Your business is a reflection of you.
Decide for clarity and say good-bye to
chaos! If you need support selecting your
business model, I am always available to
bounce ideas around with.
Elle Wilson - Brows and Business Guru
www.truebrow.com
58 Beauty Biz Year 14 Issue 1