How to Build Real Demand for Your Salon Chair
If you’ve ever felt like you’re shouting into the Instagram void, you’re not alone. Too many smart, dedicated stylists are working 50+ hours a week, serving clients and trying to show up online to grow their businesses. But all that dancing for the algorithm might earn likes, but not bookings.
The truth is demand isn’t built on trends. It’s built on trust.
When clients know you, trust you, and remember you, you don’t have to chase trends or likes. You can have a schedule that doesn’t drain you, clients who happily pay your prices, and a waitlist of people who can’t wait to walk through your doors.
In other words, demand is your secret weapon for staying top of mind, filling your chair, and creating breathing room. Let’s talk about what demand really means and how to build it in a way that feels good.
What “building demand” actually means
“Demand” is one of those terms that might take you back to your high school economics class, but at the core, it’s fairly simple: demand is when clients think about you even when they’re not in your chair.
It’s less about hype or chasing the latest viral trend, and more about establishing yourself as the go-to stylist who makes great hair feel effortless. It shows off your value (a.k.a., the transformation, trust, and consistency you deliver) so you’re top of mind when they glance in the mirror and realize it’s time to book their next touchup.
How do you build that kind of demand? Consistency and connection. When you show up regularly with content that makes clients feel seen and like they know you, that builds trust. And that is what creates steady bookings.
Once you’ve built that trust, the best way to keep it growing? Email.
Why email marketing builds demand (yes, better than Instagram)
Instagram has its perks, sure. But is email really better than social media? Yes. Here’s why:
Guaranteed visibility. Your message heads straight from your email platform to their inbox. No algorithm standing in your way.
Space to build trust. Email gives you the space to talk about your process and expertise without character limits. Plus, you can use your brand colors, fonts, and more to show off your brand personality and build even deeper trust.
Direct path to booking. No more “click the link in bio” and hoping potential guests will navigate to your booking site. With email, you can include a simple CTA button that sends them right to your booking page, no extra clicks needed.
In short, email marketing gives you a direct line to your dream clients.
How to make writing email easy
If you’re avoiding email because you aren’t sure what to say, you’re not alone. But the truth is you don’t need to be a copywriter to write emails that create connection and demand.
If you’re not sure where to start, here are a few ideas:
Behind-the-chair moments, like a client glow up, favorite product tips, or a funny story from your week.
Quick seasonal reminders to let them know holiday appointments are filling up fast.
Educational tips to help them know when it’s time for a trim or their hair needs a detox
*Tip: Note what questions clients ask you in the chair. These can be turned into email gold!
Remember, authentic wins over perfect every time. Your clients already love the way you talk to them in the salon, so don’t be afraid to bring that same energy to their inbox.
Not sure where to start? Join Elevated Email and get 12 months of plug-and-play emails that sound like you, connect with your clients, and book more of the services you love.
Play the long game to build demand & a booked-out business
I’ll be honest: demand isn’t built in a week. It’s created over time by staying consistent and showing up for your email list. Even showing up just once a month can help keep your chair full, especially in slower seasons.
To keep your motivation up, track your progress. Note how many replies, clicks, and bookings you get from each email. It might feel slow at first, but keep showing up. Your consistency is what turns clicks into bookings.
Because when your clients see you showing up consistently, they’ll start to see you as more than their stylist. They’ll see you as their go-to expert.
This month, send one email. Keep it simple and let it feel like you. Maybe it’s 3 things you’ve been loving lately or how to do that one style your clients keep asking you about.
You don’t need to be perfect. You just need presence. Keep showing up; your chair will thank you.
