# The Assistant Announcement Email > **When to send:** the day you sign the offer with your new hire, or within 48 hours after. Not before — you don't want to introduce someone who might fall through. > > **Recipients:** full client list. Group send is fine here. --- ## Subject line — pick one 1. *Something exciting for the studio* ← my pick. Warm, positive, doesn't preview change. 2. *Introducing [assistant name]* 3. *A new face in the studio* --- ## Email body Hi loves, I'm so excited to share something with you. Starting **[start date]**, I'll have my first-ever assistant joining me in the studio. Her name is **[assistant name]**, and she comes to me [brief line: "fresh out of cosmetology school with a real love for extensions and brunette color" / "with a background in [XYZ] and the exact energy this studio needs"]. I've been working solo for fifteen years, and this is a big moment for me. Bringing on an assistant means one thing above all else: **the level of care you've always trusted me with is going to get even better, and I'll actually have the room to keep growing the kind of work I love doing for you.** **Here's what to expect at your next appointment:** - **[Assistant name] will be running the parts of your service that don't require me** — shampoos, toner applications, blow-drys, and styling. She's been trained by me specifically, using the same techniques I use on you. - **I'll still be doing every color application myself.** Your formula, your foils, your placement — all me. That's not changing. - **We'll be working side by side.** I'll always be in the room, checking her work, and taking over when needed. - **You may notice we're a little quicker.** With her running back-of-house, I can focus more on the work you're actually here for. I know some of you have asked if I'll still be doing your color, if I'm passing services off, if this means less of me. **No, no, and no.** This isn't about me stepping back — it's about creating enough space that I can keep doing what I love, at the level you deserve, for a long time to come. I'm really proud of this next chapter, and I can't wait for you to meet her. She's already been shadowing me and I know you're going to love her energy in the space. See you soon. xx Jen --- ## Notes for Jen before you send - **Timing:** send between 10-11am on a Tuesday or Wednesday. Highest open rate. - **From line:** "Jen" or "Jen at Hair By Jen" — never "noreply." - **Fill in the [brackets] before sending.** Especially the "brief line" about who your assistant is — one warm, specific sentence. Not a resume. - **Do NOT list every service she'll take over.** The four things above (shampoo, tone, blow-dry, style) are enough. Details come at the in-chair consultation, not the mass email. - **The three "no, no, and no" line is the point of the email.** That's what addresses the client concerns you've been hearing. Don't cut it. - **Send once, don't apologize, don't over-explain.** If a client replies with concern, the reply script is below. --- ## Reply script — if a client still has concerns after the email > Hey [name] — thanks so much for reaching out. I hear you, and I completely understand. Nothing about your service is going to feel different in the ways that matter — you'll still get the exact same time with me, the exact same color, the exact same care. If anything, having [assistant name] means I'm more present with you, not less. If it would help, let's chat when you're in next and I can walk you through exactly what a visit will look like. Excited to see you. **Don't over-negotiate in the reply.** One warm response. If they still push, address it in person at the next appointment. --- ## After they meet her At the first appointment where the assistant is in the room, use the narration script (in the Client Narration playbook). *"Hey [client name], [assistant name] is going to shampoo you and I'll meet you back at the chair."* Micro-steps. Every step, every client. That's what turns nervous into normal.