Zero-Cost Marketing & Building Awareness

Weekly Small Business Workshop held on February 4, 2026, featuring a discussion between Greg Chapman and Jonathan Perez about marketing strategies for Jonathan's barbering business.

Topic 1: Zero-Cost Marketing & Building Awareness

Greg introduces a presentation on marketing strategies that are free or low-cost, emphasizing that business success is about who knows what you do, rather than just who you know. He stresses the importance of consistent communication and proving one's value through social media and direct outreach to stay "top of mind" for potential clients.

• Defining the Goal: Marketing should focus on increasing the number of people aware of your specific competencies.

• The "Ninja" vs. "Angel" Concept: Greg advises against being a "business ninja" who hides in the shadows; instead, owners should be like a "screaming white angel," boldly illuminating what they do.

• Overcoming Imposter Syndrome: He encourages business owners to silence the internal voices that suggest they aren't "good enough" to promote themselves.

• Consistent Practice: Greg shares his personal routine of daily videos to build a community and overcome his own hesitation to self-promote.

• Building a Roster: Focus on adding people to your circle one by one rather than trying to reach thousands at once.

Topic 2: Referrals and Lead Magnets

The conversation shifts to technical ways to grow a client list, specifically through active referral requests and "lead magnets" to capture contact information. Greg explains that referrals rarely happen automatically and require systems, such as gamified rewards or direct asks.

• Asking for Referrals: Greg notes that a "closed mouth never gets fed" and suggests offering incentives, like a free haircut after five referrals.

• Lead Magnets: He introduces the concept of giving away something of value (like a PDF of top hairstyles) in exchange for a name, email, or phone number.

• Direct Marketing: Once contact info is captured, the business owner can market directly via text or email, bypassing the algorithms of social media.

• The Power of Texting: Greg mentions that while email often gets buried in promotion folders, text message marketing currently has fewer "walls" from consumers.

• Community Depth: He expresses a preference for having 10 deeply connected community members over 100 surface-level acquaintances.

Topic 3: Mobile Barbering & Digital Presence

Jonathan discusses his plans for a mobile barbering van, and Greg provides specific advice on how to use local SEO and digital platforms to support this unique business model. They discuss the challenges of Jonathan's current shop environment and how a mobile unit provides freedom.

• Local SEO and Reviews: Greg highlights the immense value of Yelp and Google My Business reviews, suggesting Jonathan offer discounts to clients who leave reviews while still in the chair.

• Mobile Tracking: The van can operate like a food truck, with Jonathan posting his current location on Instagram so clients can find him.

• Hyper-Local Ads: Greg explains how Facebook ads can be targeted to specific neighborhoods (like downtown San Diego) and demographics.

• Content Strategy: Beyond just selling cuts, Jonathan can document his "entrepreneur journey" to inspire others and build a brand following.

• Transitioning from Shop to Van: Greg encourages Jonathan to "jump" into the mobile business, noting that the freedom and increased margins will outweigh the risks of a small loan.

Topic 4: Physical Marketing & Community Outreach

Greg advocates for "physical marketing" as a way to stand out in a digital world saturated with AI and bot content. He suggests various real-world activities that build a strong emotional base for the company while gaining local recognition.

• Door-to-Door Outreach: Simply visiting offices to offer a "Tuesday morning" haircut block can be highly effective.

• Giving Back: Greg suggests cutting hair for the homeless on Sundays to help the community and potentially attract news coverage.

• Direct Mail: Sending handwritten cards with coupons to local CEOs or office managers can create high-value connections.

• Special Event Marketing: Using dates like birthdays, anniversaries, or holidays (e.g., family photos at Thanksgiving) as triggers for marketing messages.

• Strategic Networking: Jonathan plans to offer his services at his MMA gym, perhaps providing free cuts for tournaments in exchange for reviews and video content.

Free vs. Discount: Greg advises giving away the first cut for free rather than discounting, as it maintains a stronger "power dynamic" and proves the value of the work.

Watch the full video on YouTube

https://youtu.be/Mhrvb0ypx6Q