Expert points out the need to separate messages for clients and market in the barbershop

The current social media landscape has transformed digital presence into an obligation for barbershop professionals. However, according to Chris Foster, co-founder of Mentored by Menspire, using these platforms solely to build a professional profile and attract new clients are distinct objectives that require different approaches.

The expert's main recommendation is to understand that there are two parallel conversations to be conducted: one with the client and another with the industry. When communicating with the end audience, the focus should be on the appearance and sensations provided by the service. The message needs to be simple and direct, answering the question of how the client will feel when they leave the chair.

To achieve this goal, Foster suggests showing concrete results. Using transformation videos and images that convey the experience offered helps create clear expectations about what the consumer can expect from the service. Simplicity is key to connecting with those looking for just a good haircut or beard trim.

On the other hand, the discourse aimed at the industry operates on a completely different logic. Here, the target audience includes peers in the profession, brands, and potential business partners. The message should revolve around the craft and technique, aiming to open doors for career opportunities, whether in the local or international market.

Trade magazines and specialized platforms are ideal channels for this second conversation. Although the average client rarely reads these publications, coverage in them can influence market perception and attract brand contracts. Keeping these two audiences separate is essential not to dilute the strategy.

Foster emphasizes the importance of clearly defining the objectives of each channel. He recommends, for example, maintaining a separate feed on Instagram dedicated exclusively to clients, as the goals and tone of communication differ significantly from content aimed at the professional network. This distinction prevents the message from becoming confusing for either group.

In summary, it is about a single professional speaking to two different audiences using two distinct types of messages. Clarity is fundamental: if the discourse is not well defined, both the barber and their target audience may become disoriented about the real value offered.