I haven’t seen my barber in over two months.
Usually, I go in every 4-6 weeks. But I wasn’t able to get in before leaving for Austin. And I had to reschedule my appointment for when I returned from Austin because I have a wedding this weekend and need a fresh fade to crush the picture game.
But y’know what?
I’m booked about once every four weeks for the rest of the year. My next appointment is tomorrow (finally!).
And there’s one main reason why — which doubles as a copywriting and business lesson…
Before I reveal the reason, lemme hype it up a bit more:
I’m the last type of person to schedule my haircuts ahead of time. It just ain’t something that swims around my mind much… until my hair’s too long, and I need a cut stat.
In fact, last time I was at the barber’s shop, we joked about how I’d swoop in and take canceled appointments sometimes the day of said appointment.
Yet, my barber, against all odds, has “forced” me to book four months of haircuts in advance.
Because he’s really fkn good at what he does. Plus, he just opened his own shop — instead of renting a seat in the mall. And he’s always booked out the wazoo as any good barber oughta be.
I tried to book an appointment about 3 weeks before leaving for Austin. But ever since Dre opened his own shop, he’s been booked out at least four weeks in advance.
Which brings me to the point(s):
1. Having a line for your business is one of the greatest advantages you can have over your competitors.
Doesn’t matter if you sell a physical service (like cutting hair), a digital service (like copywriting), or have a brick and mortar store. In fact, I can’t remember which direct response copywriting legend shared this story, but they used to get a bunch of friends and family to park their cars in a given parking lot, so the store appeared more busy.
The busier you look, the more in demand you’ll be from your customers.
2. Sometimes you have to “coach” your customers to be better customers.
Like I said, I’m the last person to book hair appointments weeks in advance, let alone months. Yet, here I am, booked for my next 4 hair cuts over the next 4 months.
Because Dre “coached” (aka forced) me to book my appointments further out or risk looking like a bum.
This flies in the face of the “customer is always right” baloney you’d read in a HubSpot article. And yet, I appreciate Dre for forcing me to book my appointments further out.
3. Charging more makes you more attractive to your customers (even if you think it’ll backfire on you).
Dre is the most expensive barber I’ve been to. It costs $45 (before tipping) for a fade and a beard trim. (I’ve been growing out my hair on top for about a year too — so he’s only touching half of the hair on my head.)
Those rates make him more expensive than some hair stylists in my area.
And yet, you gotta book an appointment a month before, or you won’t be able to get in.
I’m sure there are more lessons you can garner from this diddy too.
But the most important lesson is this:
Dre’s been cutting my hair for about 18 months, give or take.
But he just opened his own barber shop within the past 6 months.
From my outsider’s perspective, Dre betting on himself was one of the best decisions he made.
He has more freedom, more moolah, and a fuller schedule.
Which reminds me…
Then, we’ll rap to see if we’re a good fit. And if we are? More freedom and moolah will be heading your way.