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Create A Defining Statement | Business Advice from Eric Fisher

We want you to reach your goals and love what you do because let’s face it, we love this industry. It’s the greatest industry in the world. As beauty professionals, we get to make people look and feel great every day. As a result, people look forward to seeing us. There is so much potential for success. But getting started is the hardest part.


In this series, “Business Advice from Eric Fisher,” we tap into Eric’s wealth of knowledge and share advice that will help you reach your goals. Without further ado, here’s the latest business tip.


C R E A T E   Y O U R   D E F I N I N G  S T A T M E N T


Your defining statement is a way to sell yourself. A ‘commercial’ about YOU. It allows you to tell others why you are unique and what your skills are that set you apart in the sea of sameness. A defining statement allows you to stand out from the rest.


A defining statement should include 3 things.

  1. What you do.
  2. Why clients need you.
  3. How clients can contact you.


When thinking about your defining statement, don’t talk too much about the techniques you are going to use. Most people don’t care HOW something is done, they want to know what will make them look and feel better. And why YOU are the one to solve their challenges.


Here is an example of my defining statement:

Hi, I’m Eric Fisher. I’m a hairdresser who specializes in authentic beauty. Authentic beauty is when I take a complete, holistic look at you. I look at your makeup, your hair color, and your hair length and determine what a good look would be for you. It’s an individual look at beauty. I work at the Eric Fisher Salon, and I’d love to see you in my chair sometime.


Finally, once you have your defining statement, you want to sound natural and authentic when you deliver it. It should roll off your tongue as easily as you say your name or give your address. Be sure to smile and make eye contact when you talk to a potential client. Smiling makes for an instant connection, and eye contact helps to establish trust and authenticity.


Make certain you come across as an expert who is enthusiastic about what you do!


T H E  C H A L L E N G E


Take a moment to sit down and think about YOUR defining statement. Once you have written it down, practice saying your defining statement every day. Practice until it becomes as easy to say as your name.


For more business tips, click here.

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