7. How to Contact “Unicorns"
Artists have identified several practical strategies to approach potential "unicorns" and establish successful collaborations effectively. These methods aim to reduce barriers and encourage natural and productive interactions.
Become a Customer First
A natural and effective strategy is for artists to first engage with potential "unicorns" as customers, especially when the "unicorn" is a service provider. Becoming a customer allows artists to initiate organic conversations, which can evolve into discussions about potential collaborations. For example, if an artist has previously been a customer of a salon owner or service provider, rekindling that relationship can smoothly lead to cooperative discussions. Artists are advised to patronize a salon owner's "unicorn’s" establishment at least once, setting a comfortable foundation for future partnership talks.
Leverage Common Connections
Another successful tactic is to use shared acquaintances or social circles. Artists often start by asking within their network about where they get their nails, lashes, or hair done. Finding potential "unicorns" through mutual contacts makes the initial approach much easier. This method turns a potential cold call into a warmer, more personalized introduction. For instance, artists might begin the conversation with, “I’ve been looking for the best [nail/eyelash/hair] expert in the area, and [Friend’s Name] highly recommended you.” This creates common ground, making the conversation more engaging and less formal.
Leverage Your Brow Brand
Many artists have successfully highlighted their association with a specific brow brand. Presenting themselves as intermediaries between their brow brand and the potential "unicorn" has been effective. For example, artists have approached potential "unicorns" with statements like, “I’m working with the excellent system at [Brand Name].” This strategy eases the initial apprehension, adds professionalism and credibility to the artist’s proposal, and enhances the chances of establishing a cooperative relationship.