My marketing idea for Bobby the barber

I’ve got an awesome barber here in San Diego. His name is Bobby.

We talk a lot about entrepreneurship. Last time we spoke, he was grumbling about all his competition in the city. There are loads of barbershops.

​“Know what I would do if I were you?” I asked him.

​“What’s that?” Bobby replied.

“I’d put $100 towards an ad on Facebook and see what happens.”

“Tell me more.”

“I’d limit the targeting to men living in San Diego. Then I’d write an ad where you provide useful information. Give it a theme. Something like, The top haircuts for men going into 2023 or The biggest mistake men make with their hair or 3 things San Diego men should look for in a barber.”

“Start out the ad by calling out your market. Something like…

What’s up, gentlemen of San Diego!

Then go into the content. Either the top haircuts, biggest mistake, etc. Finally, add a gentle CTA at the end…

My name is Bobby, and if you’d like me to hook you up with one of these killer hairstyles, schedule an appointment with me. I’m located downtown and we have plenty of parking. Click this link to make an appointment. I’ll even throw in a free shave on your first visit.

So, Bobby, let’s say you spend $100.

You charge $40 for a haircut, plus a tip. So to be conservative, let’s say you need three new clients to pay back the $100 spent on the ad. Or just one client who visits you three times.

Either way, that should be totally doable. 1.5M million people are living in San Diego. About half are men. For $100, you should be able to get in front of thousands of them. I don’t think it’d be difficult for you to get just three new clients out of the thousands of men in San Diego who will see this ad.”

​”Dude, that’s an incredible idea!” yelped Bobby.

​To be fair to him (and you), I could be completely wrong about my plan. It could bomb. But it showed him a different way of thinking, and hopefully did the same for you.

About the Author

Billy Broas

Billy is the founder of The Five Lightbulbs®.

He got into marketing his late 20's, when he left his career at an engineering company to run his online business. He’s consulted on messaging to top entrepreneurs, including Tiago Forte, Ryan Deiss, and Leila Gharani.

Billy lives in San Diego with his wife, their two children, and an abundance of tasty Mexican food.