No social media, no email, no website. And she’s a business success.

Mark Schaefer
4 min readJul 27, 2023

I think one of the weirdest questions in all of life is, “How do you want your hair cut?”

I have never known how to answer that, other than … “a little shorter, please.” I mean, do you express this answer in millimeters, or hair density, or “just keep going until I say stop?”

So when I find somebody who understands how I want my hair cut, I tend to stick with them for a long time!

Such is the case with Frankie, who has cut my diminishing amount of hair for more than 10 years. She rents a small space in what can best be described as a warehouse of small beauty-related businesses — nails, spas, all sorts of things to make you beautiful. I don’t have much use for that stuff, but that’s where Frankie is, so that’s where I go.

Over these many years, I’ve encouraged Frankie to get a website. How will people know when she’s open? How will they know how to find her?

She just rolls her eyes.

I’ve given my books to her. I’ve talked to her about social media (Instagram at least?) and maybe building an email list of clients. I introduced her to a web-based scheduling system for salons. But she hasn’t done anything like that … and probably never will.

And yet, her business grows and grows. It’s hard to get on her calendar without at least two weeks notice and she is raising her prices.

She has never had a drink of the social media Kool-aid and she’s doing just fine. What’s going on here?

The no social media business model

How does Frankie maintain and grow her business without any web presence whatsoever … not even email!

I’m a bit of an unusual customer for her. I just go in for a haircut but Frankie makes most of her money by putting elaborate color schemes in a woman’s hair. And she does an excellent job. A lot of women are like me I suppose — once they find somebody who does it right, they keep coming back. And they ALWAYS have to come back if they want to keep that nice hair color.

Frankie says she never has to send out reminder notes because their hair reminds them to return.

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Mark Schaefer

Keynote speaker, marketing strategy consultant, Rutgers U faculty and author of 10 books including KNOWN, Marketing Rebellion, and Belonging to the Brand!