It’s therefore not surprising that Armani is a name mentioned throughout the style blogging world. From quality menswear and skiwear to watches and Lady Gaga outfits, his creations have been blogged about without mercy.
However, as a professional personal stylist wondering whether to blog for your business website, Giorgio Armani might not be the first name you’d think of when it comes to blog advice and strategies.
I’m going to show you why he should be and how to carry his philosophies into your blogging.
So what can the former Italian infantryman who rose to the very pinnacle of the fashion world teach us about blogging to attract personal stylist clients?
Let’s be inspired by his words.
The quotes are his.
Develop a unique quality
“The difference between style and fashion is quality.”
It’s easy to follow and copy what other people are doing. In many cases, like with clothing fashions or business trends, it’s sensible to be a part of the general movement. However, to really stand out, you also need a style of your own.
This applies to professional personal stylist blogging as well. You need to distinguish yourself from your local and national competition. Women looking for a new wardrobe specialist or shopping expert will be attracted to stylists who are unique not only in styling but also in their personality. A stylist who offers something different is a successful one.
Having your own unique blogging style will set you apart even whilst you’re right in the centre of the latest fashions. That’s a mark of quality.
Focus on details
“To create something exceptional, your mind-set must be relentlessly focused on the smallest detail.”
As a personal stylist and expert shopper, you’ll know that attention to detail is very important. You get to know your client by evaluating their lifestyle, personality, body shape, and a whole variety of different aspects detailing who they are.
By doing this you ensure a happy client with a renewed sense of empowerment and enthusiasm. The same attention to detail can benefit your blogging which in turn attracts more clients to you.
Good writing is not just about sharing great ideas or advice. If the content is interesting but the delivery is wonky then you will come across as sloppy. That’s why it’s vital to get the details of good grammar, spelling and syntax right. When every aspect of your website is fluent and fabulous, clients will fall over themselves to hire you.
Let creativity flourish over fear
“There are always protests, whether you do something good or bad. Even if you do something beneficial, people say you do it because it’s advertising.”
You’re never going to please everyone all of the time. Blogging is about revealing yourself and showcasing your styling business. It’s also about marketing and advertising in a way that’s more subtle, yet just as powerful, as traditional ads.
However, not everyone will love your posts. There will be detractors and negative comments. Your post can go viral but still receive criticism for being too self-promotional or full of tasteless style tips. That’s the nature of putting your creativity out there.
But all great stylists and designers, including Armani, have faced the same issues. The key is to know when your detractors are right and when they are not. If the former, then adjust your blogging. If the latter, then keep going as you are whilst also seeking to improve further.
Know your audience
“I design for real people. I think of our customers all the time. There is no virtue whatsoever in creating clothing or accessories that are not practical.”
Knowing your blog audience is vital if you’re to attract new clients and grow your readership. If you’re a specialist fashion stylist then this will be a simpler matter. For example, wedding stylists need to interest women seeking to look and feel gorgeous on their wedding day.
Your blog posts have to be focused on the desires, concerns and needs of your particular target clientele. Consider their practical requirements and empathise with their emotional wishes. Research where they hang out online and what they talk about. Use these findings as inspiration and guidance for future posts.
If you’re a fashion stylist for women over 40 then blogging about 20-something fashions might be a thankless endeavour. There’s no virtue in blogging to the wrong crowd, no matter how great the content of your blog post is.
Be authentic and approachable
“Jeans represent democracy in fashion.”
Jeans are ubiquitous. So are blogs. They’re everywhere and seemingly everyone has one (or a pair). Blogs and social media profiles are the democratic forum of your online personal styling business and you should take advantage of this.
Blogging is a great way to connect with your readers and potential clients. It opens your closed doors and reveals the personalities within. Talk about your life, your family, the places you go and the work you do. People love to work with people, not faceless facades or haughty unreachable fashionistas.
By displaying your authentic personality, connecting with readers via comment threads and sharing helpful information on social media, you’ll come across as approachable and real, whilst at the same time boosting your professional credibility and brand.
Observe and understand your audience
“I was an observer. I liked to listen rather than openly express myself. This trait is something that I’ve retained over the years.”
Great blogging is not just about great writing. In order to deliver content your audience loves you need to be a fantastic observer and listener. As mentioned previously, when you accurately tap into the needs, desires and fears of your target clients, you automatically become their go-to stylist for all their clothing requirements.
Interact with your audience. Chat with them on social media. Ask them what they have enjoyed reading lately or where they’ve been shopping. Consume their answers. Create a folder on your computer with all the information you receive and use this as inspiration for fashion style blog posts related to your niche audience.
Blogging is definitely about expressing yourself and that’s to be encouraged. But great blogging is also about your readers, in fact, more so than about yourself. Find out what they want, deliver it on your blog, consistently, and you’ll do very well.
Create epic and timeless content
“I love things that age well – things that don’t date, that stand the test of time and that become living examples of the absolute best.”
It’s easy to imagine weekly blog posting as like a news cycle. You comment on recent fashion trends, new shoe or swimwear collections, as well as seasonal styles. These things come and go. For most fashion style bloggers this is predominantly the case, and that’s fine.
However, you might want to think about adding some evergreen blog posts. Like trees that keep their leaves all year round, year after year, an evergreen post survives the test of time. They are based on a subject unlikely to change much in the coming years. Ways to choose a wedding dress, for example.
These pillar posts need to be your best posts and contain epic content that will become your website’s most-read pages. They’ll attract search engine visitors, grab the attention of social media users, and become references for future posts. They’ll be your signature blogging style that’ll weather the changing fashions and trends for as long as your website and blog exist.
Genuinely care about your audience
“I believe that my clothes can give people a better image of themselves – that it can increase their feelings of confidence and happiness.”
Blogging is a conversation. Think of how you influence and guide your clients when providing a wardrobe revamp or style makeover. Remember the encouraging words you typically use and the emotions that appear when your client sees their new look.
Your job is all about making people feel better. It’s a wonderful job. You make people smile, you change their lives, and you increase their self-esteem and even boost their career prospects. Bring this enthusiasm for your job into your blog writing.
Subtly infuse emotion into your words. Hint at the various feelings your clients will be experiencing right now as they look into their chaotic and uninspired wardrobe. Then take them on a journey from fashion frustration to style liberation and shower them with the positive emotions (confidence and happiness) they’ll feel.
Maintain blogging consistency
“War taught me that not everything is glamorous.”
You might love your work with a zeal that could light a thousand chandeliers but there are going to be moments which drag on with dull monotony. No job is perfect and everyone gets bored, tired and uninspired every now and then.
The same is true of blogging for your personal stylist business. If you love what you do then most weeks you’ll be writing with enthusiasm to help your readers feel inspired about the changes they can make. However, sometimes, maybe after a hard week or when you’re feeling a bit under the weather, blogging will be a difficult and frustrating slog.
There are no hard and fast rules to ease these infrequent moments. They come with creativity. The key is in continuing regardless just like you do in your styling work. I bet there’s been a style consultation in a client’s home once or twice where you’ve repeatedly thought of your nice warm bed at home. But you stayed professional and delivered.
Blogging is a long-term strategy and sometimes it might feel pointless, tiring or even lonely. The secret is to keep going even through those rare moments of negativity and fulfil your readers’ expectations.
Giorgio Armani transcends fashion. So should your blog.
Look to empower women through the content you create and share. Just like you do when face-to-face with a client.
Make the gap between your real life work and your style blogging as seamless as possible. Be yourself and be ever positive. Acknowledge the rules of blogging, just like you take note of style rules but then bend them to suit your personality, as you do with your clients.
When you do all this, blogging will benefit your stylist website as a whole and boost your brand.
Did you enjoy this post? If you’re a personal stylist looking to develop your website then I may be of help. I’m a freelance writer and business blogger with experience writing for stylist clients. To hire my services or to find out more information, contact me and let’s get chatting.
-- White Paper --
Web Designer - Copywriter Collaborations
Speeding Ahead of Your Competition - Why Your Design Firm Needs a Copywriter on its Team, from the Start of Every Project
(No email address required!)