"...and confidence will result in new clients."

Let's face it, marketing and self-promotion can be difficult for even a seasoned stylist but for many industry freshmen its down right terrifying and if not soon mastered can end a career before it even begins.

If we break it down we're basically talking about a fear of rejection. Complicate matters with inexperience, lack of confidence and financial pressure and you have an increased likelihood of failure. The best way to combat fear and set ourselves up for success is to plan, prepare, and execute our own marketing strategy.

Plan: Have a business card with your basic information including available days and hours. If you can, create a brochure with some pictures of your work and a picture of yourself. Scout places near your salon that present opportunities to interact with potential clients like a coffee shop or bookstore. Have something to do that allows you to be non-threatening and relaxed. For example, I'm usually writing on my iPad or reading a fashion magazine. Writing stimulates an internal dialog that can easily be transferred to a potential client and fashion magazines both inspire and give me ideas when scouting people to approach.

Prepare: You will attract what you project so before you head out to market yourself get into the right frame of mind by looking at work or listening to music that inspires you and don't forget to dress the part. Find what motivates you and add those things to your preparation. The goal is to set yourself up for success and remain positive and focused on your task. Most importantly, set an achievable goal. It can be a target number of contacts made or a period of time that you will commit to building your business. Better yet, a combination of the two. Preparation will build confidence and confidence will result in new clients.

Execute: Actually, I'm marketing right now at a Barnes & Nobel just 2 blocks from my salon. My goal is to speak directly to 10 people before I leave and I've committed to staying for 60 minutes. It's an achievable goal and one I strive to accomplish daily.

In the first few minutes of my arrival I opened the door for two women that entered slightly behind me; made eye contact with everyone who would glance at me; spoke to a woman about an open seat; noticed a girl wearing an Iowa sweatshirt (I'm from there); joked with a guy in the Starbucks line; and remained pleasant, approachable, and opportunistic at all times.

You may be thinking this all sounds a bit contrived but I assure you, being prepared for any opportunity is key to success. Speaking of opportunity, the cashier from Starbucks just came to clear and wipe off part of the group table I'm sitting at. She smiled and thanked me as I lifted all of my belonging to assist her. When she finished, the table was still wet so I politely asked; "Excuse me Susan, may I have a towel or some napkins to dry this off?"  "Certainly", she replied with a smile and headed to the counter.

When Susan returned; I thanked her, introduced myself, and commented on her hair to which she immediately replied; "Ugh, these bangs are driving me crazy!". I learned a lot from the brief conversation that followed, most importantly that she is a student and only has Tuesdays off. I reached into my bag for my "card", which is a two-sided, colored postcard with my photo and contact information on one side and six photo examples of my work and basic menu prices on the other. I handed it to Susan and informed her that my salon is just around the corner and that I'd be happy to reshape those bangs and refresh her layers next Tuesday on her day off. One down, nine more to go! Now, where's that girl in the Iowa sweatshirt?