“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 [...]]]> 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.

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 [...]]]>

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?

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 [...]]]> 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.

Please click the ‘Share’ icon below and share this on Facebook, Twitter, SalonGalaxy, hairbrained.me, or other fav … or best of all … email  it directly to a friend.

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 [...]]]> “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.

Every hairdresser you know loves to be in the ‘news’ and to find a measure of fame … Why not?  It’s a noble goal … and very doable for those willing to [...]]]> You Recommend Clients Change their Look, Don’t You?

“It is not necessary to change.  Survival is not mandatory.”
– William Edwards Deming (1900–1993)

Every hairdresser you know loves to be in the ‘news’ and to find a measure of fame … Why not?  It’s a noble goal … and very doable for those willing to plan for, invest in, and put the sweat equity into obtaining it.

You need a few basic ingredients of course … talent and skill, a personality, and a decent work ethic.  Of course that does sound like a whole lot of hairdressers you know who aren’t getting very ‘noticed’.  So there must be something else we haven’t mentioned yet.

No, we’re not talking about hiring PR and marketing gurus.  Of course it helps to have someone who knows the ropes, but that has more to do with ‘making a fuss’… more about that in a moment.  First you have to think ‘newsworthy’.

What’s News?

It’s not remarkable that if you drop the ‘s’ from the word ‘News’ you have the word ‘new’…  a discovery, something unique, something no one has heard or seen before, a ‘light’ people haven’t  seen you in previously …  something newsworthy.  It doesn’t matter if you’ve been ‘in the news’ and ‘famous’ before, although it does help during the ‘fuss’ process.

But, even if you’re previously famous, unless you’re doing something ‘new’, you aren’t ‘newsworthy’.  Unless you innovate, remake, redesign, reform, or re-something, you’re a retread.  You can’t repeat the same act to the same audience and expect them to be re-thrilled for long, no matter how famous you are.  Once they’ve seen your act, you’re pretty much done.

Photo by Phil Hawksworth

Change and Innovation are Mandatory

The world is pulling out ahead of all of us, all the time.  Innovation comes fast and furiously all around us.  ‘New’ concepts and technologies are emerging everywhere.  So what do we have to do to become ‘newsworthy’?

Find one thing that pulls you out ahead in some way, somehow, if only for a moment … and while you have the lead, then make a big fuss so everyone around you notices.  Do that repeatedly every time you pull ahead for a moment and you begin to grow the circle of those paying attention to you.  You achieve ‘fame’ in an ever-widening circle.  It’s a process, not a rocket ride … BUT FIRST YOU MUST INNOVATE.

The Fuss

The fuss we keep referring to is the PR, advertising, and promotional processes … the mechanics of writing a good news release, telling a good story well, making phone calls to targeted local and/or national media, taking out ads, mailing promotional material, and in general doing whatever you can afford to do to share your story with as many people as you can reach every time you pull ahead for that moment.  Yes, of course it helps to have public relations and marketing people to help you make a fuss, but don’t expect them to be very successful retelling your ‘old’ story … that’s old news … save your money.

Bottom line

What you DO is the secret.  How you INNOVATE and REINVENT is paramount.  So before you spend your time and money making a fuss, decide what you are going to DO this year that is worth paying attention to.  If you’re going to spend money, spend it on someone that can help you see and do things differently.  Worst case … Just do one new thing in 2010.

It All Begins with a List and a Plan

• What do I need this year?
• What do I want to accomplish this year?
• What worked for me last year?  What didn’t work for me?
• What is my plan for this year?
• Who can I hire to help me innovate?
• What is my budget to innovate?
• What is my timeline?

These are tough questions.  That’s why most people don’t make the effort. Those that do …  and at least try … have a chance at succeeding

Have a great new year  everyone!

Alex and Sharon

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Mike’s topic was about bad PR.  He was annoyed.  Annoyed enough to need to share [...]]]> At Lightning Speed in Today’s World.

We just got our October issue of Beauty Industry Report (BIR) and immediately noticed Editor Mike Nave wrote the ‘Guest Columnist’ column himself this month.  That’s unusual.  Obviously, he had something important to say.

Mike’s topic was about bad PR.  He was annoyed.  Annoyed enough to need to share it.  I reprint it (with his permission) in this post because there is no link to his ‘subscription-only’ newsletter on the web.

This is an excellent lesson in ‘silent’ bad PR.  Mike isn’t making public the name of person who was the straw that broke the camel’s back that kicked his pen into gear, but when asked, he was willing to share it … with a friend … off the record.

The Lesson?

It’s what you do, not what you say, that is your best, and worst, PR.  And, just because your name or company doesn’t appear, doesn’t mean people aren’t talking about you. Good … or Bad.

Mike Nave publishes The Beauty Industry Report (BIR).  It is the only executive newsletter serving the professional beauty industry, including manufacturers, reps, distributors, associations, chain salons, day spas and top independent salons, with behind-the-scenes information about the people, products and companies meaningful to its readers.

Mike is also a 40 year veteran consultant in beauty industry marketing, sales, distribution and industry communications including e-commerce related activities.  You can contact Mike at www.beautyindustryreport.com.

Although Mike’s newsletter is not written to salon owners, stylists, colorists, nail techs and estheticians, it is without a doubt the best source of ‘insider information’ you can find for ‘who is doing what (and to whom)’ in the professional beauty industry.  You would be wise to consider subscribing.

Here’s the editorial …

Please Return My Call!

I hope it’s not a sign of old age, but my patience level is lower and my time has become more valuable, as I have less and less of it.  As a result, I feel compelled to write about appropriate good business practices or just plain common courtesies related to responding to phone calls and email.  Not responding either to a phone or an email message is bad business in any economy; in today’s climate, it’s suicidal!

I am sure you, like me, get some emails and voice messages to which it’s clear there is no value in responding—an email from Nigeria saying you’ve inherited millions of dollars or a message from someone pitching Genie Garage Doors. However, it’s mind-boggling to me how a number of beauty industry executives simply do not respond to any form of communications.

There have been a number of times I have called a company to request specific information and received no response.  I have no problem with responses, such as, “I am not interested,” “This is the not the right time,” “I am not the right person to answer that,” that are straight communications.  I’m talking NO response at all.

When email was invented, I thought one of the big advantages was the ease with which it provided the recipient to respond quickly, and I dove in head first. In retrospect, I made a mistake in assuming that this “improved” method of communication would eliminate the past phone calls that were not returned. It hasn’t, and the heart of the issue is low tech and basic—it’s all about courtesy.

I shared my thoughts with Greg Sheperd, PhD, the dean of College of Communication at Ohio University, who made the following observation, “I think some folks believe that technology so changes the character of communication that the rules of politeness we know so well, and follow in face-to-face interactions so naturally, somehow no longer apply. But they do.  Just because the social encounter is now initiated through email, it doesn’t mean those rules can be violated. A non-reply still suggests you and your wants don’t matter to this person. And you are, as a result, almost sure to be ticked off. No matter the manner of communication, ticked off people typically don’t become good customers, make good employees or remain good friends.”

If you find yourself being bombarded with emails and, out of frustration, find yourself just ignoring or deleting them before you even read them to get them out of your inbox, you might find that my approach is helpful to you. Under the ‘all mail’ folder section in my Inbox area of Outlook, I set up three separate folders: Hot Emails (respond in 24 hours or less); Warm emails (respond within 72 hours); Cold Emails (answer whenever or delete). With this system, I can quickly manage my email list without feeling overwhelmed.

I close with this quotation:

“Even if I am busy when I come to my office and there is a note that says somebody has called, even if I have five minutes to spare, I call back,” says Vladimir Putin, former president and current prime minister of Russia. I cannot believe there is anyone in the professional beauty business who is busier than he is.

How do you feel about people who do that?