BeautyPRpro » Building Authority

What’s Your Excuse?

Alexander Irving — Sat, 06 Aug 2011 18:50:05 +0000

Some writings resonate

We’ve heard every reason and excuse in the book for salon professionals not becoming successful with their own PR.

“I can’t afford monthly PR agency fees“, or, “I can’t afford multi-month commitments right now“. Those two have always been among the biggies. Well we’ve solved that one for you. Check out PR a la Carte. Let’s not hear that particular excuse anymore. OK?

On that topic, here’s a post we received a copy of this morning from Seth Godin’s Blog . If you don’t subscribe to his blog, we suggest you do. Here it is, short and sweet.

Every successful case is a special case

It’s easy to dismiss strategies or plans or people who succeed by pointing out how they have something special, something irreproducible, some sort of advantage that makes their success special.

Special as in, “not available to me.”

They went to Harvard, they’re public, they’re not public, they have a great fundraising team, they have a powerful partner, they didn’t go to Harvard, they already have a reputation, they have no reputation to risk…

This is silly, as all success is special. That’s what makes it success. We don’t consider breathing a success, since, fortunately, we all can breathe.

The trick is learning about what the special cases have in common, in understanding how maybe, just maybe, you have some of the very same attributes that others have used in a new way.

Comments?

When Were You Happy Right Down to Your Very Soul?

Alexander Irving — Fri, 24 Jun 2011 13:53:03 +0000

Photo courtesy of Tolis Flioukas

Pay Day Yesterday!

Like the “Starfish story” … we know we have done something important.

We all work hard. You, in the salon behind the chair, and we, in our BeautyPRpro and Esche & Alexander PR roles. We do what we do … over and over.

We bring our experience and talent to the table every day for our friends and clients. We share our information, experience, and observations to help make the world (and life) a little better for ourselves and others.

But despite all your (and our) best work, we know people are often fearful. They stay where they are because they are afraid. You can only hope a few are really paying attention, being affected and improved by your efforts and inspired to get past that fear of change.

You get your pay off in your chair. We get ours in the form of comments on the blog (See comments in yesterday’s post) and when we see the results achieved by individuals and companies who have used our information and guidance. That feels good?

A Cacophony of Great Voices

Look around the professional beauty industry and you’ll see and hear a multitude of voices that have carried similar messages over the years. Our friends Vivienne Mackinder, Tony Beckerman, Ian Gavet, Dwight Miller, Martin Parsons, [too many to list here … boy, are the others going to be upset ] the list goes on and on … all with the same message:

Learn how
Be the best at it you can be (at this moment in time)
Get out and do it (despite your fears)
Love (and respect) yourself
Share your time, treasure and knowledge with others.

We’re proud to serve and love seeing these kinds of responses to our message. Thanks Becci See … it does happen.

What Are You Afraid Of?

Are You a Self-Sabotaging Salon Pro?

Alexander Irving — Thu, 23 Jun 2011 03:29:55 +0000

Just talk … It’s upsetting.

… and it always makes us sad.

The wishers … the dreamers …. the pretenders … the talkers …. so very few actual starters.

So many stylists talk a good game. They talk about about stepping out from the crowd. They talk about what they are going to do for themselves tomorrow. They talk about entering the ‘big pool’ … NAHA or the Contessas, or some other great PR opportunity.

I don’t mean I’m upset because they miss out on being as famous as Nick Arrojo, Beth Minardi or Vivienne Mackinder … Very few do. I mean because they end up never realizing some of their greatest dreams and creativity. They never even take the risk.

Why so Upset Alex?

Because Sharon and I have seen it so many times over the years … so many talented salon professionals dropping the ball on themselves. Not following through. Not taking a risk.

We got a call from a salon pro in Canada last week. She wanted to know how much BeautyPRpro charges for a press release. Sharon and I were both at a meeting. She left a voicemail. The Contessas are coming up you know.

We called back quickly. 3 hour time difference to Toronto. Made it in the same day before her salon closing. We can work with that. We called her back at work and on her cell.

We returned the call several times the next morning early because we know what crazy hours stylists have and how little time they actually have between clients. It’s tough out there so we always go the extra mile. We’ve done that for years.

She never called again. I hope she wasn’t just wishing … dreaming … talking … and that she found someone great to write her news and that she got it out and got what she needed. I hope I see her in the Contessas. I hope, I really hope.

Make You Angry?

Gee, I hope so. Mad enough to do something different for you? I hope so.

If you found this article useful, get a free subscription to BeautyPRpro. You’ll also get a FREE copy of “Life-Changing PR for Salon & Spa Owners. We’ll keep you posted on new articles and PR info.

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And the ABCH Winners Are …..

Sharon Esche — Mon, 20 Jun 2011 22:27:21 +0000

Drum Roll Please

We’re announcing the winners Were you in our “Make Your Clients Raving Facebook Fans” classes at the ABCH ‘Energizing Summit’ on June 12th? If so, you got the secret password to enter our June 19th drawing for a complimentary Day of ‘Ultimate Imaging’ for you and your business. That’s a full and fabulous $7,500-value day you’ll share with national PR consultants Sharon and Alex (Esche & Alexander PR / BeautyPRpro) PLUS doing a hair fashion shoot with industry-renowned photographer Gary Lyons.

As promised there is a winner from each class. And the two winners are …

AM class – Judi Troutman – Raleigh, North Carolina

PM Class – Rosey Ibarra – Downey, California

If you two would call us at 760-414-3370, we can get started. Yippee-Kazoo!!

Congratulations!

If you found this article useful, get a free subscription to BeautyPRpro. You’ll receive a FREE copy of our ebook, “Life-Changing PR for Salon & Spa Owners” and receive each article/post minutes after it hits the blog.

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Do Your Salon Clients Really Open Your Email?

Alexander Irving — Tue, 14 Jun 2011 03:59:51 +0000

Just because you write doesn’t mean you’re read …

How do you look through your incoming email pile after you’ve been away from your desk?

you know how it looks … suddenly a zillion ‘From:’, ‘To:’, ‘Subject:’, and ‘Received:’ fields stream int and the top window darkens with unread emails..

You sigh, and scan for clients, and “most urgent” .. (people or subject) – 95% + don’t fit this category. Few deletions have happened.

OK … Urgent emails are dealt with

here’s the critical part. Reader’s final review —- “Gotta check it out” … or …“It’s dumb,

I always get a perverse kick out of knocking down the number of emails I do that by scanning the ‘From:’,and ‘Subject:’, fields again.

Dumb , boring, or predictable = Delete

Interesting, appealing, engaging … Gotta check it out? = Save

So the next 30 seconds sound like this:

Delete … delete … delete …. don’t delete … don’t delete … delete … delete … don’t delete
… delete … delete … don’t delete … delete

Sound familiar? Am I wrong?

You spend a great deal of time and effort planning a promotion or offering etc. But, unless you made the final email review cut, they never saw your offer. I know … you have great in-salon signage?

It’s the subject line

Just like newsstand magazines, it’s the headline that grabs ‘em long enough to get them started. Better have a good first paragraph. Here is a link to a PDF of headline suggestions for your consideration … tried and true and offered by Chris Garrett (http://www.chrisg.com) and Authority Blogger. http://www.authorityblogger.com.

Download the PDF.

Enjoy.

How To Become an ‘Overnight’ Salon PR Success

Alexander Irving — Sun, 05 Jun 2011 02:26:10 +0000

“The World is Filled with Talented, Poor Dreamers”

We don’t remember who gets attribution for that quote, but our BeautyPRpro header copy above reflects how we feel about that headline.

Several thousand years ago a Roman philosopher said, “Luck is what happens when preparation meets opportunity”. More recently, a guy named Samuel Goldwyn, a Hollywood producer/movie mogul said, “The harder I work, the luckier I get”.

Well, odds are you’re not going to be ‘hit by lightening’ and hired for that new reality TV series on Bravo, so you better start planning how you are going to get noticed and get ahead in your career.

Every stylist/colorist on industry stages and in the magazines editorially has garnered real PR success (forget the ‘flash in the pans’) by beginning with passion, fear, anxiety, and hope. They plunked themselves down, talked to people who knew the industry and how stuff happens, planned out their early steps, and added their personal sweat, blood, tears and talent. Simple, no?

What Did They Do … ?

Wrote a personal bio and media information material
Developed a fashion point of view
Created a news release plan to get known by local and industry editors
Did charitable activity for the year
Developed fashion photography for their clients and the media
Grew their editorial relationships
Attended industry events to be seen at, involved in, and photographed at.
Decided on newsworthy local sponsorships
Argh …. That a huge list! … Yeah, and that’s not even the half of it … but …

Just Do ‘One’ Thing

If you try to think about it all alone, it feels overwhelming. That’s why so few actually step out and move on down the road to real PR success.

It is actually simple. Just do the first thing. Once you start (and succeed) at the first thing you do, the next gets easier and feels more doable.

It Really Is That Simple?

Yep! Want help? No cost to say hi and share your dreams. Ask those salon professionals who’ve done it how they did it. They’ll talk to you. Just call ‘em.

Are You Inspired? Share Your Thoughts with a Comment.

So You Think You Can FaceBlogTwitLink?

Alexander Irving — Mon, 12 Jul 2010 02:31:08 +0000

Social Media is Excellent PR

We recently shared some knowledge with our class at the American Board of Certified Haircolorists (ABCH) Educational ‘Summit’. For us it was a snapshot of 40 education-hungry colorists and what they knew about using social media to help them promote their business. Only a few understood it much at all.

Of course everyone was on Facebook, but few people knew beyond the photos/videos tabs, the wall, and how to send messages. Only one person had a plan and strategy for being there and was using it to attract more clients to their salon.

Back to Beauty School – Social Media Beauty School.

You know you can’t create a ‘look’ for your client without knowing the ‘techniques’ of how to get hair to do what you want it to do, right? You have to know how to use a comb, scissors, razor, brush, dryer, iron, and chemicals before you can even begin to craft a look. Each ‘look’ uses slightly different techniques and some tools more than others.

It’s no different for social media. You have to understand the tools and what they can do for you before you can use them collectively to cultivate your own ‘look’ using your PR (and your marketing in general).

Bottom line: Go back to school. Use the same mindset you used when you knew you wanted to get started in the beauty industry. Break out the books and mannequin heads (just kidding about the mannequin heads), and start reading, learning about your tools, and practicing basic skills.

Make the Investment

You aren’t going to learn about, or get good at social media strategy or technique in a couple of sittings, or with someone’s ‘get-rich-in-friends-quick’ book. Think about it. It took you over a thousand hours to learn just the basics of cosmetology in beauty school, didn’t it?

What makes you think you don’t need to approach social media with just a little bit of the same dedication you put into learning your beauty skills? OK, not 1,000 hours, but still … take it seriously. Start with the basics … read, and practice.

Resources

There are zillions of resources for information and technical expertise in each of the social media disciplines out there. There’s certainly no shortage of internet marketing and social media gurus (most have become experts in the last year or so) vying for your dollar.

Who do you trust? Where do you find them? It takes a time and searching to find the good guys.

Save your money. Read for free, you’ll learn whose stuff you really want to buy along the way. Most everything you need to know is already out there and costs nothing. You just need to find it and that’s what the download link is all about.

Here it is … and Yes, It’s Free

We’ve saved you a lot of time and searching by assembling a starter list of ‘trusted’ resources for Facebook, Twitter, LInkedIn, and Blogging knowledge. These are tried and true experts who are really experts. These are the people we learned from. They’ve been at it the longest and have risen to the top of the heap. We prepared it for our class at ABCH and it’s filled with great people and information to get you moving ahead.

Some First Ideas for you to Consider

Subscribe to BeautyPRpro and join our fan page on Facebook. (Had to get a plug in for our blog ).
Make the commitment to spend one hour a day reading and practicing.
Start with Facebook. Read up on how the individual pieces and parts of Facebook work. You’ll find much of that information in the writings of the experts in the download PDF below.
- Settings (account, privacy, application) and their impact on all the other parts of Facebook.
- News feeds (top news, most recent),
- Friend filters
- Events
- Messaging
- Groups
- Profiles (personal and Fan pages)
Browse and read the articles and posts in the download PDF about how other companies and people are using Facebook, LinkedIn, blogging, and Twitter to grow their fans and build their businesses.
Subscribe to some of the blogs of the experts you will be reading and follow in their footsteps. They’ve been there and freely share how it all works.
Questions? I sure hope so. Drop by BeautyPRpro on Facebook and our blog. Ask the new found experts whose articles you’ll be reading from the download list by leaving comments/questions on their blogs and websites. All of us that blog love to hear from you and know that what we are giving away is being appreciated and doing what it is supposed to do.

Do you have a strategy you’d care to share?

Magic Media Interview Moments-Are You Prepared?

Alexander Irving — Sun, 27 Jun 2010 17:52:49 +0000

Brushing Up Your Interview Skills

Although this post is aimed a bit more at those who are newer to the game of getting media attention and what to do with it once you get it, we suspect a few old-timers could also use some brush-up on their interview skills as well. Only the questions might change.

OK, you’ve been doing your homework.

You have been sending your local news releases out regularly when suddenly one day the front desk calls and tells you a local TV news person you’ve been wooing (who noticed you originally because you sent them a VIP card and a great news release) is on the line. Wow! … flurry of excitement. You hurry to your office, take a deep breath, and pick up the phone.

You discover they are interested in the news release you sent out about your upcoming local charitable event. Woo-Hoo! Lightning strikes …. a ‘magic moment’ opportunity … a media interview.

Are You Ready for Your Media Interview?

Being prepared to ‘make the sale’ to someone in the media means you need to be comfortable and conversant talking about two things right at that moment.

Number 1 – Your Recent News Release

Your caller assumes you are the subject matter expert (SME). That’s why they called you. If your name is on the release, on first contact people grant you that authority.

How well-versed and conversant you are on your topic, and how you come across answering their questions is important. Having background knowledge on your cause, thus your passion about it, and knowing what you wrote in your own news release goes a long way to preserving that credibility. Too many, “I don’t know” or, “I’m not sure” during your media interview eats away at your credibility and may diminish interest.

Number 2 – You!

Your passion and personality, your ability to share who you are, what you believe in, and what you are doing in an easy-to-follow, simple explanation is important. This takes pre-call, pre-interview rehearsal time practicing your answers to some of the fairly standard questions you might expect to be asked. You need to ‘get your lines down’ as actors say.

You know the media likes ‘brief’. They appreciate the quick-communicating ‘sound bite’. These ‘bites’ are the most likely phrases to get ‘quoted’ in print, or edited into TV interview moments during segments. Having a few ‘sound bites’ at your fingertips is good.

Preparing to Share You

There are some fairly standard questions you might expect an interviewer to ask. Having a few pre-considered answers with those ‘sound bites’ at your fingertips, improves your chances of coming off as a fun interview during a magic moment. Here’s a short list of questions designed to stimulate your thinking down that track. How would you answer these?

Tell me a little about yourself.
Why did you choose to become a salon professional?
What is really special and unique about your salon?
What are your thoughts on what we’re seeing in hair fashion this season? Where do you see it going next season? Beyond? Why?
What is it you offer your clients that’s unusual and not easily found at other salons?
Tell me about the community/cause-related activities you and your salon are involved with.
As a professional, what products do you think are absolute ‘must-haves’ for your clients?
Are there any simple regimens you can recommend your clients to do every day that will make a significant difference to how they look during the day?

Get Practice, and Have Some Fun Too.

Remember when you played ‘pretend’ as a kid. A friend ‘pretended’ to be someone else, and you ‘pretended’ you were someone else, and the two of you pretended together. It’s what actors do every day they are working … they play pretend, rehearsing to become natural ‘pretending’. Playing pretend works … and it’s fun. J So here’s our suggestion:

Find a friend you trust that you can ‘play’ with.
Both of you sit down and develop good answers to the above questions.
Stick a video camera down and turn it on. (gasp)
Have your friend pretend to be the TV interviewer interviewing you.
Now switch roles.
Do that over several times.

Did you laugh a lot?

How horrified were you?

Did you both get any better after a few repeats and answer rewrites?

We’ll bet with practice you get really good at this … when it doesn’t count … while you’re playing. You’re also going to feel so much better going into your next ’magic moment’

Share Some of Your Fun with this Exercise. Comments? Experiences?

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3 Hot Ideas to Make You Cool News

Alexander Irving — Mon, 17 May 2010 03:10:10 +0000

Early Birds Get the Worms

The media loves the ‘bleeding edge’. News is about ‘new’ after all. As always, it’s the ‘early bird that gets the worm’. In this case the ‘worm’ is neighborhood, industry, and even national news pickup. What’s the scoop?

Geolocation, and QR codes

… Smart Phone Technology and ‘smart’ marketing! It’s not the future … it’s now!

Although the mass appeal isn’t totally ‘mass’ yet, several of these new social media tools are hot-hot-hot and just starting to hit ‘in the news’. You can be the first salon or stylist in your area to be really ‘cool’ and ‘in the news’ because you are using one or more of them in your salon to your client’s benefit.

It’s not difficult to grasp, but it does require you do more than read this post and move on. It takes some looking into, thinking, and pondering.

Of course if you don’t … not a problem … it’ll be so much easier to learn about when the salon down the block shows you how. ( how come he gets all the press? Darn.)

Once you implement even the simplest idea using one of these concepts however, it’s only a matter of writing your news release and getting that news out to the media AND your clients. I can almost promise you local news pickup. Your clients love it when their salon is “a leader’ … and in the news.

“But So Few of My Clients are Techies”

Fine … who cares? This is about marketing and pr leadership. Don’t look at it strictly from a “how many of my clients use it now” point of view. That’s not what this is about. You’re first! You’re going to share your knowledge with your clients and make life wonderful for them. Trust me on this one.

Remember when you used to say “Facebook is for kids”? Missed the Twitter curve eh? Did you learn anything from that experience? Smart Phone marketing is very shortly going to be a major component of everyone’s marketing and right now is your opportunity to have the world grow into your leadership for a change.

I’ll say it once again — Being first makes you newsworthy. Remember the plethora of “Oxygen Bar’ stories around the country in the early 90s? That was ‘cool news’ back then. You remember the oxygen bars don’t you? Well just in case you don’t … it was a unique and slightly controversial ‘service’. It caused conversation, questions, and was a real curiosity. Here are some leftovers from that ‘wave’.

So What are These Smart Phone Hotties All About?

Geolocation Apps

Geolocation social networks are to 2010 what microblogging was in 2008. Currently the geolocation leader is Foursquare, with Gowalla, MyTown and Loopt trailing along behind. Here’s PC World’s recent explanation of Geolocation and here’s what readwriteweb.com has to say about it. Start reading and watching this technology. Although geolocation, and the apps for it have a way to go yet. it needs your awareness.

QR Codes

QR Codes are absolutely now! … And they are THE hot trend in Japan. They contain addresses, information, and web URLs and are starting to appear in magazines, on signs, buses, business cards, or just about any object that users might need information about like the city of Manor, TX that gives users with a camera phone equipped with a ‘reader app’ guided tour information.

Lots of Apps

There are lots of apps (many free), like Quickmark (cool), neoreader, optiscan, to name a few with better reviews. A quick Google search on “QR Codes” will net you lots of choices. The phone scans the image of the QR Code causing the phone’s browser to launch and redirect to the programmed URL. Techie phone users snap a picture and immediately are taken to a website’s special info, promotion page, special offer, value, coupon, and contest puzzle piece … whatever.

Happening Now

Don’t think this is where it’s going? The Feds do. Paper boarding passes will be ‘the old way’ within a couple of years. The TSA pilot program is at 48 airports right now. Read good info here. Here are more examples what’s happening right now.

… and it’s coming to Facebook soon too.

Stickybits

You can embed digital content on any ‘object’ and when someone scans that object they can “tune-in to the conversations around that product”. Your object’s message and the conversations around it are delivered to those scanning with their smart phone and on the Stickybits website (which gets Googled).

It is your message and the social media conversations that form specifically around your object/product. Ben & Jerry’s, Campbell Soup and Doritos already have content forming around their products.

What if your object is a bottle of shampoo or hairspray? Prospective customers can view your video, photos, text, or audio right at the point of sale and make their own comments on it for the next prospect to see. What’s that worth? Your counter card might have a barcode that brings all the details of what your salon promotion is all about. Tell a story. Share your cause. Whew.

Get Busy! Be First!

Three new things to learn about shouldn’t be too difficult? Huge payoff here. It took me all of three hours to learn enough to ‘envision’ how a salon or stylist might use them and then find all this info for you. Took a little longer to write the post though J.

After you do your own homework, come back and share some ideas with us. We’ll share a few with you in future posts.

Question: How could you use QR Codes and geolocation in your salon or next public event?

Seize the PR Moment!

Sharon Esche — Fri, 26 Mar 2010 12:21:41 +0000

Cosmetology Leads Among Respected Professions.

Those of you that chose the career of ‘cosmetology’ can hold your heads up even higher these days. We know you have often had to endure annoying public opinion, comment, and yes … even sarcasm about having chosen to be a hairdresser. Well, now there’s some solid career data to make a strong case for just how ‘smart’ a decision you made to those who would have preferred you became a doctor, a lawyer, or a teacher. Someone has taken a highly credible approach to analyzing careers that you can place on the table that makes you look pretty darn clever.

Now you can announce to disapproving family members, friends, or others in ‘other industries’ that being a cosmetologist today actually ranks higher than becoming an attorney, an architect, or even a newscaster! In fact, when we first reviewed the analysis, we noticed that our job, ‘public relations executive’ ranked a notch below ‘cosmetologist’! We have often joked that we should have gone to beauty school. With what we know and the skills of a good stylist, we’d be rich .

All of this is according to the latest ranking of jobs, from best to worst, by the respected job search portal CareerCast.com, whose 2010 Jobs Rated Section offers a comprehensive analysis of 200 jobs – from Actuary (#1) to Roustabout (#200) – giving each a unique ranking based on the hard data of today. The methodology of the research lends great credibility to the data so you should familiarize yourself with it. You can find that here.

The Top Jobs study also ran in the Wall Street Journal recently, here and here. Take a look. It’s fascinating … and reveals what many jobs are ‘really’ like. So hold your heads up high – and tell the naysayers in your life to (ahem) … check it out.

Photo Credit: joeinfulleffect

What Should You Do With This Information?

1. Do Something ‘Local’ for Yourself

This is newsworthy information and local press likes national news pickup as it relates to a local business. How to tie it in to you and your salon? With such credible national media as the Wall Street Journal reporting on this latest ‘Best and Worst’ 2010 job survey, it makes perfect PR sense to share this perception of your work. You might want to check out our blog post “Good PR in a Bad Economy – Catch the Wave“.

Here are a couple of lifestyle story ideas you could pitch to a local lifestyle editor:

A Good Time to Be a Salon Pro – The thrust of your pitch is that a down economy is a great time to be in the beauty industry because beauty is relatively recession-resistant. Your salon (if you can show your business is doing OK) can be a great illustration for that fact; especially if you are looking to hire stylists when other industries are letting employees go. Don’t worry that the writer may want to interview other salons in the area for their take … you and your business are in the story … you pitched it and you tell a good story.
A Career for Any Economy – The thrust of your pitch is how you (and your salon business) have weathered several economic up and down turns because of your choice of career. You can share your experience with what beauty services clients are cutting out, cutting down and what services you have been providing that go the extra mile to bring clients back for me by meeting a consumer need. Focus of this story is sharing what consumer trend is and how good salons and beauty pros are bringing even greater value to consumers.

2. Use the Information on your Facebook Fan Page, Website, and Blog.

What did the survey reveal? Discuss misconceptions. Use it to share your own stories of beauty school and how it wasn’t as easy as people might think. Use it as a launching place to discuss how your salon has prospered by developing extra-value to the client services (not a discount story). Have fun with looking at over-rated and under-rated jobs.

3. Create Fun Promotional Items for Your Staff

An example would be promotional tee shirts or buttons for your staff (and as client give-aways that says, “You Should Have Gone to Beauty School” or “Hair Designer: A Better Career Choice than Doctor, Lawyer or Newscaster – Wall Street Journal”

4. Dump Any Old “I’m Just a Hairdresser” Mentality”

If you’re one of those who ever answered the question “What do you do?” with an answer something like, “I’m just a hairdresser” … grab a copy of Vivienne’s “I’m Not Just a Hairdresser“. Get inspired, proud and reminded of the passions that brought you to the career that you are in. Your friends, clients and the media will certainly notice.

Oops – We forgot to mention in the first run out that this post was drawn from the conversation we had (and our regular column drawn from it) with Vivienne Mackinder in the latest issue of MOD magazine. If you don’t read MOD, you’re out of it. Her TV shows are also killer! … and fun.