Scalp Micropigmentation (SMP) is a relatively new kid on the block when it comes to the world of men’s hair care. Practitioners can trace their roots back to 1902 when a tattoo artist called Sutherland MacDonald started using ink to create a ‘pink complexion’ on his clients’ cheeks. However, it wasn’t until the 1990s, in Sacramento, California, that Dr. Alvaro C. Tranquina experimented with dermal micropigmentation to help cover scarring from failed hair transplants.
In an industry so new, it’s unsurprising that practitioners have had few role models to emulate. One innovator who has carved out a noticeable niche, however, is Taylor Perry, founder and owner of Taylor Perry Studios. He has grown his business into a well-known worldwide brand and gained notoriety as a teacher, trainer and mentor. In particular, Perry has become an internet sensation and his Instagram photos with the stars have elevated SMP to an art form. So how has Perry managed to scale his company into a leader in the SMP market in such a short period of time?
Online SMP training reaches the world
Photo credit: Taylor Perry, with permission
When I posed the question to Perry, he was quick to attribute his overall success to the online training program he produced and released. Perry’s conviction was, ‘…you can’t have a great business if you can’t produce others just like you—practitioners who not only share your skill set but also your mindset.’
When Perry launched his business, the SMP industry relied on three-day training courses, which had a low success rate. This was obviously less than optimal when trying to build a quality business. It was expensive, time-wasting and led to frustration amongst applicants. The first thing that he did was turn the three day course into a month-long online program. Giving students the option to practice at home for an entire month, along with all the equipment they needed, meant that their later in-person sessions were much more productive. Perry recalls, ‘By the time many of the students arrived in person, it was simply a matter of helping them hone their technique and fine tune their individual approach.’
Perry was able to achieve a student pass rate three times higher than the rest of the market. Given that the course was online, it meant he could also attract students from all over the world, raising his international profile.
Your product line sets you apart
Another crucial decision was to set himself apart from the competition by having his own line of premium SMP products. Other entrepreneurs, like athletes or chefs, had systematically differentiated themselves by releasing their own lines of merchandise. It wasn’t a new concept. Perry realized that he needed to emulate their model. He admits, ‘When I first got into the process, I was shocked by the expense of developing a range of products. I reckoned, even if none of it sold, at least I would have something to use in my own establishment—something unique and identifiable.’
However, as well as selling to other practitioners, Perry has also been able to establish himself as a voice of authority within the market. He now strongly advises others to take that leap and develop a range of their own premium products. Perry explains, ‘I can’t tell you how much it validates you as an authority figure and increases your visibility.’
Social media interactions establish your brand
Phot from Pixabay
None of these endeavors, according to Perry, would have mattered without him consistently growing his online presence and methodically posting on social media. Much like any modern business, a lack of online presence spells disaster. It’s a case of adhering to tried and tested principles to grow a dedicated following—posting regularly, showcasing your craft and interacting with followers.
Research shows clearly that story-driven posts are the ones that attract attention and influence followers the most. The brain responds to personal stories by releasing a feel-good cocktail of chemicals, like oxytocin. Also, certain parts of the brain start to light up; listeners begin to synchronize with the story, feeling the same set of emotions and feelings. That’s why all good content creators focus on personal, identifiable content. It’s okay to be clever. And it’s okay to be outlandish. But ultimately, creators need to tell a story that touches people’s hearts, if they want to make a connection that lasts.
‘My mother always drummed into me the importance of being nice to people,’ adds Perry, ‘and I follow this advice by replying to every single comment that people make on my posts. I’m convinced that this has contributed to my success. By taking that extra time, being vulnerable, and opening up to my followers, I’ve created an additional connection. That’s what has taken my endeavors to the next level.
