A Marketing & Sales Funnel for TopHerr Hair Co.
A plan to turn everyday marketing effort into classes booked, product reordered, and growth you can actually see.
You have built something
that works.
The method is proven, the product delivers, and the stylists and their clients feel it. What is missing is not effort on social. It is a strategy underneath that effort, and a way to see what it is actually returning.
Right now the posts go out, but nothing ties them back to a class booked or a topper reordered. That is the gap we want to close, and not by posting more. By building a marketing and sales engine you can watch work: one where every dollar in has a clear path to a dollar back, and where growing your stylist network and keeping your certified stylists loyal each have a real system behind them.
TopHerr is not one funnel.
It is a wheel.
Women looking for a real answer to thinning hair create demand. That demand is what makes certification worth it for a stylist, because it fills their chair with a service no one else nearby offers.
Certified stylists pay for the class once, then buy product again and again. The more demand we build on the consumer side, the more each certified stylist earns, and the easier it becomes to bring the next stylist in.
Our job is to keep that wheel turning, and to put a meter on every part of it.
Four parts, working together.
Bringing stylists in
Certification is a real decision for a stylist, an investment of money and time, so we treat it like one. Organic and paid social introduce the opportunity and the proof. A simple free resource, a guide or a short class, invites the interested ones to raise their hand and gives us their email. From there a thoughtful email sequence makes the case: the recurring upkeep visits, the margin, the chance to offer something their competitors cannot. When they are ready, signing up is easy, and we know exactly which effort brought them.
Keeping stylists buying
The real value lives in the stylists you have already certified. Once they are in, they move onto automatic flows that welcome them, teach them, and then gently remind them to reorder right around the time a topper is due for replacement. Care products and add-ons come naturally. And happy certified stylists become your best recruiters, which feeds the whole wheel again.
Building consumer demand
None of it works without women who want what TopHerr offers. We tell real stories, show real transformations, and lean on the testimonials you already have, all pointing toward finding a certified stylist nearby. This is not a side project. It is the living proof that certification pays, which is exactly what convinces the next stylist to sign up.
Tying it to dollars
This is the part that has been missing, and honestly the part you are really hiring us for. We set up proper tracking across everything, organize your customers so we always know who is who, and build a monthly dashboard that shows the whole story in one view: what we spent, how many leads it created, how many classes it sold, and how much product revenue followed. No more wondering whether the marketing is working. You will be able to see it.
Getting the photos that
actually sell it.
The most powerful thing you can show is a real before and after. A woman who walks in unsure and leaves lit up. Those shots do more than any ad we could write.
They are also the hardest content to get, because the moment is personal and not everyone wants to be on camera. We want to solve that on purpose, not leave it to luck, and we have two ways in.
First, we work with whatever a client is comfortable with. Not every story needs a face. The hands, the hair, the reveal in the mirror from behind, the reaction, all of it tells the story. We make it easy for someone to say yes to a version that feels safe to them, with a simple approval built right into the process.
Second, and this is the bigger unlock, we turn your certified stylists into your camera crew. We give them an easy way to capture and send their own before and afters, with their client's approval, and we make getting featured something they want. As TopHerr grows on social, a feature becomes real exposure for that stylist and their business. The more known the brand becomes, the more worth it becomes for them to send their best work in. It is the same wheel from earlier, turning in your favor.
A simple submission and approval path for certified stylists, plus a featured-stylist spotlight that makes sending in their best before and afters genuinely worth their while.
Build the machine,
fill it, then run it.
Foundation
First we build the machine. We take over your website and tidy it up, install all the tracking, organize your customer data, and set up your automated flows and the dashboard. This is the groundwork that makes everything after it measurable.
Build & Launch
Then we fill it. We stand up your organic social system, create the free resource that brings stylists in, write the email sequences, and build and launch your first paid campaigns.
Ongoing Partnership
From there we run it and improve it. Content, paid management, your reorder and retention flows, and a monthly report where we look at the numbers together and decide the next move.
What it takes to build it.
Foundation
A one-time build to get everything in place: website takeover and cleanup, full tracking and attribution setup, customer organization in Shopify, your automated email flows, and the reporting dashboard. This is what turns effort into something you can measure.
Monthly Partnership
Your full-service retainer. We handle strategy, content, scheduling and posting, story creative, light community management, monthly email, and paid social management, with a monthly performance report and strategy review. We manage Instagram, Facebook, and TikTok, with login access so we can run your stories too. We will lock the exact posting cadence once we are deeper into strategy, but we are planning on around four posts a week to start. We will still need a little from you here and there, mostly content from inside your world and quick approvals, and we make that part easy. Your website upkeep is included, so there is no separate maintenance bill. Ad spend is billed separately, straight to the platforms, so you always know exactly what is media versus management.
On-Location Content
For classes and hair shows, we bill a flat rate per day of content, per team member on site. A class is a single content day, a two-day show is two, and Orlando runs a little longer with its added session. Airfare, accommodations, and ground transportation are covered by TopHerr, along with a daily meal per diem. Each content day includes a set package of edited photos and reels, which we will finalize together. All event fees are paid to Pittman Marketing.
Your monthly partnership runs $57,600 across the year, the one-time foundation is $4,400, and a year like 2027 (around eight classes, two shows, and Orlando) adds roughly $21,000 in on-location content. Media spend is separate and always set by you.
Let's build this
together.
Raghan and Rachel, thank you for the time you spent walking me through TopHerr. It is clear how much care you have put into this, and how well you know your stylists and the women they serve. That expertise is the foundation here.
Our role is simply to build the structure around it, so your marketing is organized, measurable, and pointed clearly at growth. We hold our work to a high standard because we genuinely care how this turns out for you.
This is a real commitment on both sides, and an account we would take seriously. You will not get handed around. You will have one person here dedicated to TopHerr, someone with experience in the hair or beauty industry, who knows your account inside and out, with the full resources of our team behind them.
If anything here raises a question, or you just want to talk through a piece of it, I would love that. Reach out any time. We appreciate the opportunity, and we hope to get to build this with you.