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All That Sparkles Isn’t Successful

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You’ve heard the saying… All that Glitters isn’t Gold… Well, this is my business spin on it:

ALL THAT SPARKLES ISN’T SUCCESSFUL.

YEP… all of these “sparkly” businesses that you see all over social media and in your region aren’t always doing so well underneath…

This is akin to the next door neighbor with the porsche that is indebted to high hill and on the verge of bankruptcy. (Read the book Millionaire Next Door for some eye-opening realities on millionaires in the US.)

EVERYONE has challenges in their business. E-V-E-R-Y-O-N-E.

*That* business that seems to have it all.

The super fab photos on Instagram…
The glossy new website design…
The big staff of employees…
The travel to worldwide conferences…
The super fab 2000 square foot loft studio workspace…
The press, publicity, awards…

All these things can make an outsider think that *that* business is doing AMAZING. And – they could be doing really well – or they could be doing really SUCKY. No one knows. Behind closed doors, everyone has their challenges. Every business owner has struggles of their own.

It takes HARD work to be successful. 

When I work with wedding business clients through their financial plan and/or pricing strategy, many are surprised to learn that it is REALLY hard to make a healthy living in this industry. There is a LOT of smoke and mirrors in the wedding industry that leads newer entrepreneurs to believe that people who work in this field make a LOT of money. This couldn’t be further from the truth. Don’t get me wrong…  some people do make a nice healthy income working in this industry. VERY few are taking home 6 figure incomes.

FOCUS INWARD.

When you see other people’s shiny objects, stop and focus inward. It’s easy to see all those sparkly things and assume that the business owner is doing awesome. They may be. They may not be. ALL YOU CAN DO IS CONTROL YOUR BUSINESS. Focus on what you can do to do well in your business. (Send a little good thought out for that business owner, but move on.) Focus inward.

Do you get distracted by sparkly businesses? Share your thoughts in a comment below.

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May 17, 2013 - 8:25 am

Latrice - Great post, I can always count on you to keep it 100! (Keep it Real)

May 17, 2013 - 8:28 am

Michelle Loretta - Thanks Latrice!

May 17, 2013 - 11:04 am

Courtney - Thanks Michelle. I struggle with this a lot actually. it’s always good to hear another perspective!

May 17, 2013 - 11:09 am

Raquel - Such a great and relevant post, Michelle. There have been a lot of rumblings lately of business owners feeling defeated and constantly comparing themselves to others. It can be very distracting, but focusing inward (as you point out) and using your energy on what you can control is truly the only way to take your business (and personal life, for that matter) in the direction you choose.

May 17, 2013 - 12:38 pm

Holly Rutt - Amen! Love this post :) Makes me feel better about sometimes lacking luster :)

May 17, 2013 - 12:52 pm

Kara Buntin - I just wrote about this same thing on my blog this week! I do wedding cakes, and I’ve seen so many decorators post things that are super happy and upbeat when I know for a fact they’re about to go bankrupt. It’s too easy for someone to buy a website, logo and start posting on social media to make their business look huge when it’s scrambling for clients. People need to set their own goals and not compare themselves to the fake success that people project online. http://www.acaketorememberva.blogspot.com/2013/05/cake-envy-or-whos-doing-interesting.html

May 17, 2013 - 1:09 pm

Hazel Bourget - This post couldn’t have come at a better time for myself and most other businesses.

It is so easy to get caught up with all the hype on social media – it can become debilitating and harmful to your own business when you are so worried (and will admit – a bit jealous) of what other people are doing. Once I begin to feel this way, I turn social media off and refocus my energies on doing something productive for myself and my business – in addition to being grateful for what I have because you really never know what is happening below the surface. People will only post the fab things that are happening where on the other side of the spectrum, those who are constantly complaining are downers and are perceived to be negative. People will position their businesses on how they want to be perceived – and unfortunately might not be the reality.

Thanks for this post Michelle! A good reminder before the season kicks into full affect.

btw – I hope to meet you in person one day! I think you are remarkably talented and smart!

May 17, 2013 - 5:08 pm

Michelle Loretta - Ahhhhh… I hope to meet you soon too Hazel! I think you’re an incredible business lady! Thanks for the sweet (and very insightful) comment.

May 17, 2013 - 5:09 pm

Michelle Loretta - Great minds think alike Kara! :)

May 17, 2013 - 5:12 pm

Michelle Loretta - YES! Like Hazel mentioned above… people are only going to post the good pictures… NOT the crazy disaster photos… or photos of their bank statements. :)

Branding Case Study by Mintwich Design

From time to time we’ll be inviting one of our Sage Branding Specialists to share some of their “before and after” design work with us.  By learning from these case studies you’ll be better able to see branding identity go through an evolution, gain strength, and come to life.

Today, Jordan Peister, owner of Mintwich Design, shares with us her rebrand of Hazelnut Photography. Here, Jordan shares her process of creating identity to match the company’s image and creativity.

Before the Redesign

As a successful wedding and boudoir photographer, Jordana Hazel is her brand. She is talented and creative which is why I was thrilled to get the chance to help bring her new brand to life and make it reflect her style and creativity.

This is Jordana’s previous logo:

Inspiration for the Redesign

Knowing Jordana as a friend prior to the redesign shed light on how she is an exceptional photographer and has style with flair. Her love of all things French, sparkly accents, entertaining, designing and renovating her amazing Hollywood Tudor all played into the creative process. It is important that the brand makes someone say, “of course!” when they meet Jordana in person.

Brand Development

The overall message that communicates Jordana’s personality, service, and business needed to convey a light, sophisticated, chic and polished boutique photography company. In the details it would be mostly feminine, with a splash of masculinity.

The redesign for Hazelnut Photography has to be one of my favorite projects. It’s elegant without being intimidating, clean, sleek and chic but not modern. It’s timeless, just like Jordana…and can we talk about her business card? I think they perfectly represent her persona. Arturo pale pink letterpress paper, deep navy ink, gold herringbone on the back and die cut edge for the ribbon. Stunning.

Beautiful, Jordan!
Make sure to check out Mintwich Design’s work at http://www.mintwichdesign.com/.

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Announcing 3 New Thursday Therapy Partnerships!

I’m really happy to announce 3 new partners that we have with Thursday Therapy, our national networking mixers. These are 3 outstanding wedding pros who have joined forces with our hosts in DC, Dallas, and Calgary to bring even more cheer to these markets. We are so privileged to partner with you fabulous folks!

Make your way to a Thursday Therapy event in your market for fun, casual networking!

Daniel Nakamura, owner of Booth-o-Rama
Thursday Therapy DC/VA/MD

Daniel shares his advice for networking in our industry…

Networking can be challenging. It’s often nice to bring along a friend who’s also in the industry. This way, you or your friend might know someone already and they can be the one who helps to make that first introduction. Also, always do your best to follow up with the new professionals you’ve just met! Whether it’s via Linkedin or Facebook or a just a quick e-mail, you should really take a few minutes to help solidify that connection as it’s the first step in building a mutually beneficial relationship.

Daniel’s goal for networking events…

My goal is to always try to make at least two or three new connections. I also love to catch up with industry friends that I may not have seen in a while and also introduce and connect others to one another who otherwise might not have met. If I can do all three I go home at the end of the night happy.

Daniel shares how networking has impacted his business…

Networking can be really powerful stuff. We get a good percentage of our overall referrals directly from fellow vendors recommending Booth-o-Rama to someone searching for a photo booth for their event. By getting out and networking, it helps new businesses grow more quickly and helps established businesses stay relevant and visible to industry peers, which can be tremendously powerful.

Kristin Mullen, owner of Events by Kristin
Thursday Therapy Dallas

Kristin shares with us what it’s like in Dallas…

The wedding industry in Dallas is huge! There are so many talented pros, but my favorite thing about it, is that it’s really a tight knit group of people. We love meeting one another and making new friends. One of the cool things about it is that even though a lot of us share the same occupations, everyone is always looking to collaborate with one another inspiring new ideas.

Kristin loves Thursday Therapy because…

Thursday Therapy is different from most networking groups because of how relaxed it is. No membership, no dues, no obligation. You come when you want and stay as long as you’d like! It’s the perfect networking event to meet other pros in the industry and it might even result in some referrals for your business.

Kristin shares her goals for networking…

I think the goals for attending networking events can vary and mainly depend on where you are in your business. Pros can network to learn more about the industry, to find specific vendors, or simply to make new friends. I think my main goal is to make sincere connections with peers working towards the same goal, which usually results in making new friends as well.

The majority of my business comes from referrals, a lot of which are from other pros in the industry. Networking is a cheap and easy way to get your name out there, and I encourage you to do so!

Image Credit: Abigal Taylor with http://www.abbyplusdaveblog.com

Christy shares her experience with Thursday Therapy…

Networking at Thursday Therapy has allowed me be around like minded, creative individuals who leave their egos at the door and just meet, mingle and share every month with no expectations.  It’s the best kind of positive therapy a wedding professional could have and the best relationships are formed in such a way.

Christy shares how networking is her secret weapon…

Networking for me has been the single method of all my new business and current client base.  If I didn’t network, I would never meet my next client, less appreciate my existing clients, and not stay current in Calgary’s the wedding industry.  I network everywhere I go and naturally tend to find people who just need to connect with each other daily.  It’s just who I am.

Christy shares her advice for making the most out of networking…

Try it on for size.  I find I am most effective because I am open to new people. Most importantly, have business cards with you at all times!!!!!  Even if you don’t network a ton, or if you feel uncomfortable talking to someone you don’t know very well… just get out there and have those cards in your wallet, pocket, or car.

Thanks Daniel, Kristin, and Christy! CHEERS!

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Don’t Alienate Your “Non” Target Audience

By now you’ve probably heard all about the ridiculous statements made by Abercrombie & Fitch’s CEO Mike Jeffries. OK – let’s remove emotion from this scenario. (I’m taking off my fat pants and putting on my business hat.)

I get it. From a marketing angle, he has a target audience and target customer. As business owners, we MUST MUST MUST talk to our target audience. He (and the company) have core values and they are creating a culture based on those values (misguided as they may seem.) And, while the A&F ads always made it pretty clear who their target customer is and what their core values are, this new messaging from the horse’s mouth has made it crystal.

But, here’s the thing… here is where marketing can get ugly…

In an effort to talk to your target audience, don’t alienate your non-target audience.

This is fascinating to me. Before this week, this company rarely entered my brain. I am not its target customer and I don’t want to be. And, there are many companies that don’t carry my style, color, size, fit, and so on. I would never expect (nor want) everyone to cater their products (or services) to me. Every business has a target audience/customer and a niche. I’m happy to let our different styles and tastes live exclusively of each other.

But – in trying to attract their target client, A&F has alienated a lot of people. These are people who won’t have anything to do with the company forever – and may have not cared one way or another about them before this. A&F may not need these people as customers, but they may need to have relationships with them as employees, as brand partners, as marketing partners, and so on. The bad juju is OUT and it will haunt them.

Wedding Pros… think about this as you market your business…

1.) You have a target audience and target customer.

2.) You have business core values. (For those of you that have come to The Simple Plan workshop, this is your mission statement.)

3.) You have a niche (something that you do awesome and different that your customers love.)

4.) You need to communicate your core values and niche to your target audience with every ounce of your branding mojo.

BUT (big BUT), in the process of communicating this consistently, don’t be a jerk. Yeah, yeah… we usually play nice in this industry. But, there are subtleties at play that can be offensive. Here are some examples…

… that photographer that does a completely different style of photography than your clients go for… you keep blowing her off at networking events.

… the tire-kicking emails that you get from low-budget brides hoping to snag a deal… you don’t respond.

… the wording on your blog that attempts to reach an elite client (which is your target audience) but alienates your colleagues.

… a general air that you can’t be bothered by “the little people” if they don’t match your target clientele, or target partnership.

Here’s what I’ve learned…

ALWAYS be kind.

ALWAYS be honest and direct, but kind.

You don’t have to be friends with everyone (OR do business with everyone) but you do have to be kind.

You can still be REALLY AWESOME in your business (and rise the entrepreneurial ladder) AND also be kind.

What are your thoughts on this? Have you had the A&F experience happen within our industry? (I’m not talking weight-ism. I’m talking about core values of a company that conflict with yours.) I know it happens – but we aren’t always so free to share. Share your thoughts below in a comment.

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May 9, 2013 - 12:11 pm

Shafonne @ Pretty Pear Bride - This is such a sensitive subject and I agree with you that he is all in the right for doing what he is doing BUT, and as you said a BIG BUT, he is completely and utterly going about it the complete wrong way because while appealing to his target market he has annihilated his non target market. It’s a shame.

May 9, 2013 - 12:19 pm

Christina Gressianu - What a great article! I completely agree that you can run your brand targeting whoever you like, but always be kind. Always be grateful to those who listen.

May 9, 2013 - 2:19 pm

Yiftach - Perfectly stated, Michelle. You hit it on the head: before this, I wasn’t A&F’s target audience, but I didn’t care all that much about them one way or the other. Now? I will point out their asshattery every chance I get.

May 9, 2013 - 3:55 pm

Rev. Carleen - Well, I thought he was doing himself a huge disservice already, but when I found this article today, I could not believe the blunder of A&F. http://business.gather.com/viewArticle.action?articleId=281474978689427 They would rather burn their clothing than to allow it to be donated and worn by poor people.

There are so many who could have benefited from their generosity and it would not have hurt them one dime. In fact, it would have bettered their image and made more people shop. I pity anyone who has stock in them right now. What has come to light in the past few days will surely hurt them.

May 9, 2013 - 6:42 pm

Michelle Renee - Love this post! When I first saw all the “chatter”, I thought, “Don’t we kinda do this? And even preach this?” But, yes! I totally agree that it should never be mean-spirited. We are all just in love with a type of wedding, a type of client, etc., but in that, it DOES NOT mean we don’t like another. Shew. Glad to know I’m not alone here… :)

May 9, 2013 - 7:59 pm

My Sorted Affair - Great post! This is really important to remember for all of us. Thanks for sharing!

May 14, 2013 - 7:42 am

Deborah Robinson - I can understand what Mike Jeffries is doing. His comments are in poor taste, but being kind doesn’t please the shareholders. If putting A&F clothes on fat people alienates his existing market of thin people, he’s in a no-win situation.

In today’s tough economic climate, focus on your existing customer demographic. If your products/services appeal to them then widen your search and target others like them but don’t waste time and money trying to appeal to everyone.

It’s a bit like gardening, buy more of the plants that already thrive in your soil. When times are better you can afford to experiment and it won’t matter so much if a few die off!

New I-9 Employee Verification Form

The Department of Homeland Security has released a new I-9 form. If you hire employees (or plan to do so in the future) make sure you have the latest form. The I-9 form is one that is used to verify identity of the employee and to confirm their ability to work in the United States legally.

You can find the new form and instructions here.

Does this all sound mysterious to you? Make sure to check out The People Plan where we take all the mystery out of hiring, training, and managing employees.

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