Doing some research for a local client, I came across a web site for a chain of Northwest-based beauty schools.
I have no idea what the average IQ scores are for people who choose to go into cosmetology. I’m not sure it matters. People who cut my hair have a whole unique set of skills that involve a part of one’s brain that I’m not sure functions in my brain.
I suppose that some people who opt for cosmetology college, or any trade school may be doing so as a last resort or due to lack of other options.
But I have taught classes at trade schools and am often inspired by and amazed by the students who attend. They often have to balance work-life loads that would make most people curl into a fetal position and suck their thumbs.
I’m not going to even go into the “street smarts” vs. “book smarts” argument.
However, apparently this particular beauty school thinks its students are stupid. Luckily for them, the all-knowing admistrators have the antidote. Potential students just need to be told they aren’t stupid. To do that, the school has a section on its site that declares: “Smart People Do Go to Cosmetology College.”
More on why you’re not stupid if you want to go to beauty school:
“Career choice has very little to do with intelligence. Like any profession, the most successful and the most satisfied are those who know what it is that makes them happy.”
Obviously there is some truth to this statement (as trite and cliche as it may be). The problem to me is the condescending nature of the copy.
I’m not going to publicly shame the school by naming it. But the lesson we can learn is this: you don’t have to reinforce negative stereotypes or feed into insecurities of potential customers/clients/students to get your message across. What qualities would the target audience have that you could support and inspire?
What is a better way to reach this audience? Ideas?
image from Jeff Coleman via Flickr
