100 Clients presented by Australian Style Institute

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PRESENTED BY

Let’spullback thecurtain ongaining moreclients.

AnotefromLauren

Welcome to 100 Clients, a comprehensive user-friendly guide designed to elevate your styling business

Whether you're just starting out or looking to enhance your existing client base, this guide offers the essential tools to boost your revenue and achieve remarkable results.

I truly believe starting a business and reaching new customers has never been easier However, with the abundance of information more focused on business and marketing than styling, navigating these waters can be challenging.

This means, in order to succeed, we need to be armed with the right knowledge to turn our ideas into reality And quickly

You have something valuable to share with the world, whether it's one-on-one styling, writing a book or a weekly Substack post people can subscribe to. Perhaps it’s hosting workshops to help people gain confidence and break out of their ruts

There’s no ‘one size fits all’ when it comes to your styling business, but there are proven methods that will help you turn ideas into products and services that benefit others.

Join me in my mentoring sessions where I can support you in bringing your ideas to life Having a mentor who has faced similar challenges and experiences can be invaluable in your business journey (it’s a normal part of business).

I can’t wait to see what you launch to the world

DONOTDISTURB

STYLING BUSINESS INPROGRESS

Howtousethisguide

This document has the capability to transform your life if you want it to. But don’t be fooled into thinking reading it will be enough. The true value lies in the action it invites you to take

It's very much a case of ‘what you put in is what you will get out,’ so dedicate the time to continuously work on it.

I say this, because some sections will require reflection and the space to make decisions, others will require further research But creating something great takes time and in this case, we’re looking at a couple weeks to work your way through it

BUT YOUR IDEAS AND YOUR BUSINESS DESERVE IT.

I’ve compiled my top strategies and recommendations when it comes to starting and scaling a business from my years of business experience, as a stylist, mentor, and industry innovator.

This is not an exercise that I just recommend you do, I stress the need for you to do it

Your‘why’

There’s nothing more powerful than a clear ‘why’.

A yacht can only pick up speed and glide through the ocean when there’s wind in its sails With enough wind it can journey the world, but without it, it just bobs around in the water

That same wind can move the boat, even when the motor runs out of fuel. Our why is no different. It can give you the energy you need when you need it and help keep you on course when life gets in the way

A why isn’t just feeling, it’s a defined set of principles guiding your direction

Your why is best written down, so even on the days you’re not feeling 100%, it's there, mapped out clearly in front of you.

Your why could include the following:

Passions: Passions can drive individuals to pursue certain careers, hobbies, or causes, so go back to the reason you were drawn to fashion and style in the first place. Was it about a career shift for you? Or perhaps it was about bringing a childhood passion to life Going back to passion can be a powerful tool when you need a reset

Purpose: Discovering your purpose can be overwhelming, but it doesn’t need to be. Often it’s subtle. Listen to the ideas that get you excited, notice the times when energy flows easily for you and when you feel like you’re being pulled in a positive direction Purpose could be called ‘having a sense of direction’ which is then supported by meaning

Experiences: Life events and experiences shape our motivations and reasons for doing things How can you use your past successes, failures, challenges, and triumphs to help clarify your 'why ' For example, I know that some of my biggest frustrations in relation to clothes have helped clarify what I aim to support my clients in Perhaps you’re in a stage of your life where working the set hours in current employment don’t match what you want for your next chapter. If so, how can that help fuel your need to take action in growing your styling business?

Identity: How individuals perceive themselves and their roles in the world Personal identity influences what they strive for and why they pursue certain paths

Beliefs: Convictions or accepted truths that influence perceptions and actions. Beliefs about the world, oneself, and others can significantly impact one's 'why '

"Thereisnogrea thanbearinganun insideyou

–MayaAnge

Goals: Specific, measurable objectives that peo provide direction and motivation, reflecting wha

Emotions: Feelings and emotional states can dr often acting as powerful motivators.

Also consider:

Needs: Sometimes what we want is in conflict w that can slow our pursuit of growth down

We live our lives based on a series of needs that moment basis We all have fundamental requirem safety, security, love, and self-esteem which acc needs, can be a combination of behaviour and c we’re most familiar with, such as certainty and si needs that get us to the next stage of our growth

Tony Robbins explores 6 human needs which c positive and negative ways

1. Certainty: assurance you can avoid pain and g

2 Uncertainty/Variety: the need for the unknow

3 Significance: feeling unique, important, specia

4 Connection/Love: a strong feeling of closene something

5. Growth: an expansion of capacity, capability o

6 Contribution: a sense of service and focus on supporting others

You can explore more about the 6 core needs a for your own growth and success here.

Areyouwilling tosprintforan unkowndistance?

Becausethat’sbusiness

Mostpeoplewillonlytakeaction whenthey’regivenguarantees, howeverinbusiness,likeinlife, therearenone.

Thebestthingyoucanbe equippedwithistofirstknow yourself,everythingfromthereis justaction.

Itstartswithyou

Beliefs.

If starting and scaling a business was easy, more people would do it. However, it's not the steps to starting that are most difficult, for many, it’s the self belief they need to garner, the new beliefs they need to adopt and the old beliefs they need to ditch to launch their business

In short, a belief is something we tell ourselves on repeat Often attached to a past experience or an external option (someone else’s), our beliefs about our potential are as obvious as our beliefs about style, taste and fashion. Without awareness about our beliefs, you may notice an internal conflict, moving you between possibility and pause We want to remove this and keep you moving forward

If you are yet to explore your beliefs, you may find the questions below helpful to explore before getting started.

What current beliefs do I carry that could become problematic in my path to growth? 1 2. 3. What beliefs can I replace these beliefs with that would serve me and my goals better? 1 2. 3.

What beliefs can I adopt to support me in my business and growth journey when I feel out of my comfort zone?

2. 3 What beliefs can I myself of when I become critical of myself?

No one is without challenges Identify someone who you look up to in life or business What are some of the beliefs they live by? 1. 2. 3

Foundationsofastylingbusiness

Before we can get clients, we need to lay the foundations of our business

This isn’t just for practical reasons, like charging for your services, it’s also important for the client, for them to feel certainty in the product or service that they’re about to engage with, and to get a better understanding of you

It’s easy to overlook the necessary components of setting up a business, so before you spend unnecessary time and money, ensure you follow these steps:

Determining a business name.

The biggest consideration when it comes to determining your business name is to do enough due diligence on name availability across all important platforms before getting emotionally attached or spending any money

The places you want to explore include: National name registration Domain name.

Social media platforms While you might not have a competitor using the name, someone might be sitting on, or holding the domain name

Select a business name, before you design a logo then register the business name and obtain an ABN

Register your business name.

Depending on the country you live in, the process will vary, but generally speaking, there are similar parameters. It doesn’t take long, and it’s inexpensive, the biggest challenge people usually experience is availability You can find more information to register your business name in Australia can be found here

Register your domain name.

Registering your domain name can be done for free via sites like Crazy Domains or GoDaddy

The general recommendation is to localise your domain name if you’re operating a product or service within that country, for example .com.au domains can have more credibility in Australia. If both the local domain and the com domain is available, we recommend purchasing both

Note: If you’re located in Australia, in 2023 we saw the introduction of .au domains. It is worthwhile purchasing this is you think there’s the chance of someone else taking your domain.

Email hosting

Once you have set up your domain name, email hosting is easy and can be done through either your hosting platform, or for a subscription fee, Google / Gmail or Office365 Consider setting up one email that will be listed on your website and socials which will help funnel enquiries, and potentially a second email for accounts and administrative tasks

Accepting payment

Bank account: Once you have your Australian Business Number (ABN) or equivalent business number in your location, you can set up a business bank account

Invoicing: With so many cloud based accounting and invoicing services, invoicing is easy and most often can be optimised Most invoicing software has two handy features for stylists, the first being a direct ‘click to pay’ button that takes the recipient directly to a Paypal or credit card payment link which is very convenient, secondly, they can automatically generate payment reminders.

Payment terms: Consider how long you will give people to pay For personal styling, this may include a 50% payment on booking with the balance due 7 or 14 days prior to the styling experience For corporate clients, note that they pay in pay cycles and will have their own terms, usually 30 days

Financial management

It’s important to keep accurate records of your income and expenses Consider hiring an accountant or using accounting software to manage your finances efficiently, including invoicing and reminders.

Takingnoriskwillbeyourbiggestrisk. Youhavetoriskfailuretosucceed.

Youhavetoriskheartbreaktolove.

Youhavetoriskcriticismforthe applause. Youhavetorisktheordinaryto achievetheextraordinary. Ifyouliveavoidingrisk,you'rerisking missingoutonlife.

“There’snoshortage ofremarkableideas, what’smissingisthe willtoexecutethem.”
–SethGodin

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Income streams

I’ve had several conversations over recent years with long-serving industry professionals who mention that fashion styling and the industry as a whole is struggling, if not dead I disagree, 100%.

The publications they styled for years ago may not be published any longer, but styling is more than magazines

Go back 20 years and for a stylist to have a career, they likely interned at a fashion magazine, before becoming an assistant and then finally appointed in a junior role, before becoming a market editor or something similar, in order to progress further. There was a hierarchical process of advancement that was linear, and that doesn’t exist anymore

With the decline of magazines and traditional media, we’ve seen a surge in content shift to the individual with a brand, rather than exclusively for the traditional mastheads like Vogue only.

The old ways have changed, and in my experience, they needed to This is’t specific to styling, this applies to business more broadly

We're in a time of more opportunity than ever, both creatively and in earning potential This means that the creator (you!) now has the opportunity to design the business that they want.

In this section my goal is to present to you various approaches to creating the business, and income that you desire, based on the new rules of business

The old model of styling

Personal styling:

1 : 1 clients

Group sessions

Or

Editorial styling:

Freelance - photoshoots and celebrity

Or represented by an agency

Income streams

The new model of styling

Personal styling:

1 : 1 clients - in person

1 : 1 clients - virtual consultations

Group sessions and workshops

In-store styling

Corporate consultancy and branding

Editorial styling:

Photoshoots

Celebrity styling

In-house styling contracts (monthly)

Content:

Publishing fashion and lifestyle content for your brand generates leads

Paid content - brand partnerships

Paid content - producing content on behalf of brands

Commissions from affiliate content and product promotion

Presentation:

Paid speaking and media opportunities

Workshops and events

Virtual masterclasses and presentations

Products:

Digital style guides

Virtual classes

Trend and seasonal guides

Author a book

Income streams

Now that we’ve explored some of the opportunities that styling provides us today compared to the past, let’s explore how these income streams can impact the results you get in your business

There are two key business principles we’re going to use here:

Provide the customer with an option that meets them where they’re at Reduce the barrier of entry

What this means is, that if you’re currently offering only 1 personal styling service, you may look to increase it to 3 or if you’re only providing face to face services, you may look to diversify with digital products or virtual styling

In my styling business I use the ‘ascension model’ of products, meaning that I don’t expect that every client is going to be looking to purchase my top package, or even a styling service at all. They may start at the smallest price point and work their way up, or they might start with the most expensive and then want more This helps me to meet the client where they’re at, and increase the likelihood of them purchasing

Here’s a personal styling example:

Product: Seasonal Style Guide

Delivery: Digital download

Price: $27

Product: Virtual Shopping

Delivery: Zoom (30min) + email of links to purchase Price: $197

Product: Wardrobe Refresh

Delivery: 3 hour wardrobe and 2hr personal shopping session Price: $997

Product: Stylist on demand

Delivery: 3 hours monthly to spend in wardrobe or shopping across the seasons Price: $7,995

As a stylist, our income can most commonly be broken up into 2 different categories, products and services. Having a combination of the two can assist us in the following ways:

Meet the needs of more customers, some whom we wouldn’t want to style 1:1 for various reasons, including budget or location.

Generate income even when we’re not physically in front of the customer via products

Maximise our time

Increase our geographic reach (with virtual sessions and digital products)

Create products that don’t just solve a customer’s problem, but also help to give us more brand credibility

Here are some examples of services:

Personal Styling Consultations:

Wardrobe edits and organisation

Personal Shopping: to help clients select clothing and accessories

Personalised shopping lists for clients to follow on their own

Virtual Styling: Online consultations and styling advice

Virtual wardrobe makeovers and assistance

Special Event Styling: Outfit planning for events and important occasions

Seasonal Wardrobe Updates: Refreshing clients' wardrobes with seasonal pieces.

Transitioning wardrobes between seasons

Color Assistance: Determining the best colours for clients and available in store

Body Shape: Identify the clients' body shapes attributes and where to shop accordingly

Providing tailored styling advice to enhance body proportions.

Wardrobe / Closet Detox and Organisation: assist with overwhelm

Creating a streamlined and functional wardrobe.

Capsule Wardrobe Curation: Designing a versatile and cohesive wardrobe with limited pieces

Corporate Styling: consultations and workshops for professionals on dressing in the workplace.

Travel Wardrobe Planning and packing for stylish travel wardrobes based on destination

Style Workshops : Group sessions on various style topics

Public speaking engagements on fashion and personal style

Styling for Photoshoots: Providing styling services for personal or professional photoshoots.

Personal Brand Development: develop a consistent personal style that aligns with their personal brand

Sustainable and Ethical Fashion Consulting: Advising clients on sustainable and ethical fashion choices.

Stoptellingyourself you’renotqualified, goodenoughorworthy.

Growthhappenswhen youstartdoingthe thingsyou’renot qualifiedtodo.

The6figurebusiness

Creating a 6 figure business

You may have heard the term ‘6 figures’ before, which describes a financial amount of $100,000 or more, and more many of our stylists who are shifting from full time employment to their own styling business, establishing a styling business that yields them 6 figures is a goal.

Note: 6 figures ranges between $100,000 to $999,999

Before I dive into some recommended strategies to help you achieve a ‘6 figure business’ I want you to ask yourself the following questions and carefully observe your responses, alternatively, write them down and notice what comes up

Does creating a 6 figure business seem possible for me? If yet, why? If no, why?

Does creating a 6 figure business matter to me? If yes, why? If no, why?

What would reaching a 6-figure outcome in my business mean to me?

What would reaching a 6-figure outcome in my business enhance my life?

What kind of of value will I provide others in order to generate 6-figures in my business?

What are the skills that I believe are missing currently that would prevent me from achieving 6figures in my business?

What big or small activity will I do to celebrate when I reach my 6-figure goal?

How do I achieve a 6-figure result in my business?

The simple answer there’s many ways, and simultaneously there are no definitive ways to achieve this result, it varies depending on:

Your business objectives

Your pricing structure

Your customer and their spend amount (eg: a customer looking for a $49 digital product vs a customer looking to purchase a $2,995 styling package)

What this means is that you have options, and it might not be only one option that you provide a customer as an entry point to experience styling with you.

Idea. Action. Idea. Action.

The6figurebusiness

What you need to have in place:

Clearly defined products

If you want someone to buy from you, you need to know what you’re selling This means the language, pricing, delivery and process need to be clear. No sale can take place until you have taken the time to develop this

Clearly defined market

Your market is the type of customer or client you’re wanting to attract and work with While you’re not limited to only styling one type of client, in order for a sale or purchase to take place, you must be clear on what their needs are, what they believe they will gain from making the purchase and speak to them in a language that resonates.

Pricing has to match the market

It’s important that your pricing isn’t only a reflection in what you believe your worth, but a price point that matches the market you’re looking to work with For example, you might find it challenging selling a $10,000 styling package to a school mums market in a middle class demographic, however an executive or media personality might not think twice, as for them it’s an investment, rather than a spend

We call this market message match Both you market and your message need to connect with each other or the potential customer won’t feel compelled to purchase.

Market

Who are you talking to or looking to engage? Consider the specific demographic.

Match

At every point we need to connect with the audience in a consistent manner, from ads, to social posts and services

Message

What are you talking them about Does the language, offer and call to action connect with them

The6figurebusiness

Achieving a 6 figure outcome in 12 months.

Earlier we mentioned that there is no ‘one way’ to achieve a 6 figure business, in fact, there are many Let’s explore some modelling examples of what a 6 figure business could comprise of No leave weeks or months have been accounted for, these are simply working examples

Client package 1

Client package 2

Client package 3

‘New rules of dressing’ Workshop for a real estate agencies

‘New rules of dressing’ virtual masterclass for professionals

The6figurebusiness

Seeing numbers layed out in modelling can be exciting, for some of our students they realise that it’s not as overwhelming as they had once thought in terms of volume of clients, however, clients are the result of everything we do before hand Leads are critical in order for us to have a customer to convert

In order to achieve a 6 figure business, you ideally want to have multiple lead channels, meaning that you have various ways of getting clients, and should one of them slow in performance, you still have others bringing in future clients and income

Imagine that your business is a funnel, you want as many different leads to pass through the funnel, knowing that only some of them will convert now, some will convert later once they have had multiple touch-points with you and your brand, and some may never We will explore conversion strategies in a dedicated Masters Certificate of Professional Styling lesson, however, here are some of the lead types you will want to explore for your business:

PAID

Google ads

Meta ads (Facebook and IG)

Pinterest ads

EDM / Email to another business’ list

Sponsor an event (not recommended for ROI in your first year)

Word of mouth referrals

ORGANIC / FREE

Consistent social media posting

Tiktok live to gain an engaged audience

Speaking at events for free

Letter drop to local businesses / organisations

Competition on social media

Articles for publications your audience reads Guest spot on local radio

Become a podcast guest to reach new audiences

Style your ideal clients for free / testimonial & images

Free style guide or lead magnet to gain email subscribers and market to them

7figurebusiness

Creating a 6 figure business can be done by working with clients. However, unless your clients are high ticket / high value sales, for example businesses that are paying you $50,000 + for your advisory, then how you get to a seven figure business will likely require a different approach

You will either need to:

Hire a team to help deliver the styling services / hours

Price at the top tier

Spend more on advertising.

However, you can also leverage the following:

Focus on building a personal and professional brand that people will pay for your collaboration and appearance.

Create digital products the you only need to design once (and update from time to time) and sell those in high volume

Increase the total lifetime value of each of your clients For example, a client might start out with a $1,500 styling package, but then move onto a monthly or annual subscription where like a gym membership, you provide them services they can use when they need

Create styling services where your knowledge is accessed simultaneously by a group rather than one on one individuals (ie: a style coaching challenge).

Write a book on a niche styling topic (I’ll go back to the previous real estate agent example and become an authority in that space) where you can get paid to speak at their conferences and in each state or city to different agent groups. Did you know that speakers can fetch up to $15,000 per presentation in Australia and more for an interactive day long workshop?

Look beyond your local geography and explore what international style needs / problems you can address.

Keep in mind that to grow a business, more often than not, you will need to invest back into that business to gain further exposure and increase lead volume Want to know more about spend vs return on investment? Let’s discuss in an upcoming group mentoring session

Leveragethepowerofperception

It has never been so easy to establish yourself in business and communicate brand credibility. Perception is a powerful tool when harnessed and it’s important that you consider what you want people to take away from a glance at your brand and business Even if you’re just getting started, here are some easy strategies you can implement today

Invest time, money or both in gaining photos and videos of you ‘in action’.

Make it easy for future clients to imagine working with you by showing them what it looks like Whether that’s you on a photoshoot, styling a client, in a store or presenting to a group of people, a picture paints a thousand words and a lot on unconscious credibility

If you’re having a photographer or even friend take photos of you, don’t leave the result of the shoot to chance, create a moodboard of the style of photos you want to capture so that you’re on the same page.

Utilise testimonials and referrals.

Testimonials aren’t just about feeling warm and fuzzy (we love a testimonial!) or gaining the feedback that you’ve done a great job, they’re one of the most powerful tools you can use in your business.

A testimonial can address:

What someone can expect from working with you

How your services stand apart from others

The impact that working with you has had on someone’s life / confidence / business / results

The unexpected but appreciated highlights working with you

Collect and showcase testimonials from satisfied clients Encourage word-ofmouth referrals by offering incentives for clients who refer new business.

Awards and recognition.

There’s nothing that says ‘I’m credible’ than someone else saying it on your behalf. Keep an eye out for opportunities to gain nomination in awards, including our own Australian Style Institute annual Style Awards

"Lifewasmeanttobelived, andcuriositymustbekept alive.Onemustnever,for whateverreason,turnhis backonlife,"
–EleanorRoosevelt

Successstrategies:Goals

SET GOALS WITH CLEAR TIMELINES

What is the big picture vision you have for your business? Think about the vision that if it came to life would enable you to experience everything you want from your business, including clients, revenue, experiences and opportunities

Step 1 : Write your big picture goal If it helps, close your eyes and imaging what success in your styling business looks like to you What are you seeing around you? How is it better than you imagined it would be?

Step 2: Write your 12 month goal. Remember, a lot can be achieved in a year, so get consider the various aspects and ‘wins’ you will have within that time. These may include:

Projects launched

Number of clients

Breakdown of clients across personal styling, corporate clients, editorial clients and brands, product sales, shopping experiences etc.

Total revenue generated from styling products and services

Total number of content pieces shared, followers or engagement rates

Number of workshops, styling classes and Instagram live’s you delivered

Step 3: Once you have determined your 12 month goal, it’s time to break those goals down into quarters That will help you organise the order of what needs to be done first

Q1: January - March

Q2: April - June

Q3: July - September

Q4: October - December

Step 4: Determine what needs to be achieved every month to achieve the quarterly goals you have set For example, if growing your online audience is important to you, then allocating time to film and edit social content is going to be a key ongoing activity in your business

Note:

Goal without deadline = Fantasy

Goal + deadline = Objective

Goal + deadline + plan = Intention

Goal + deadline + plan + intention + consistent action = Success

Personal meaningful goal + deadline + plan + consistent action = fulfilment

Resources:

STARTING YOUR BUSINESS

The E-Myth Revisited by Michael Gerber

First time starting a business? This book has continued to be a best seller for decades for a reason. Learn more about the E-Myth and download the first chapter for free here

Profit First by Mike Michalowicz

When we start a business based on a passion, we don’t always consider profit, yet profit can help to ensure we’re getting more out of the business than satisfaction. You don’t need to be making millions of dollars to find value in this approach, it’s a mindset and strategy that can be applied from the early days of your business Learn more here

The 4-hour Workweek by Tim Ferriss

If you’re a creative or navigating business for the first time, it can be challenging to know how to best utilise your time to maximise your output. Tim Ferris has been known as the go-to when it comes to hacking processes to get more out of life You can find out more about Tim and access the first 50 pages of this book for free here

EXPAND YOUR THINKING

Start With Why by Simon

In this book Simon explores who great leaders think and inspire action in others Apply it to how you lead your clients, or yourself Learn more and find out where to buy here.

Predictably Irrational by Dan Ariely

It’s easy to think that we make random decisions, but our behaviour is more systemised and predictable than you think. If you’re curious to understand why we make the decisions we do, and how that impacts marketing, this book is for you

INTERVIEWS WITH EXPERTS

The Diary of a CEO with Steven Bartlett

BUSINESS

Big Business with Brittney Saunders

BUSINESS & MARKETING

The GaryVee Audio Experience

Resources:

Recommendedwatching

VIDEOS WORTH WATCHING (Click to watch)

How To Build a Successful Brand In The Social Media World

$100M CEO Explains How to Build A Brand in 2024

STYLING VIDEOS THAT HAVE HAD MASSIVE REACH ...AND MIGHT GIVE YOU SOME IDEAS (Click to watch)

How To Build a Successful Brand In The Social Media World

you don't ACTUALLY have "nothing to wear " you're just shopping wrong

What is old money style? How to create quiet luxury in your outfits

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