Leaving the best impression (the Andy Griffith Guide to Dressing for Success)

Wherever you go, there you are — the 'Andy Griffith Guide' to Dressing for Success.

One afternoon I caught my husband watching a re-run of the Andy Griffith Show. In one scene, three of Mayberry’s premiere citizens (a reporter, a banker and a mechanic) were all sitting in a diner, enjoying a piece of pie. In walk Andy and his girlfriend Helen, they greet and chat with their 3 friends for a moment and then go sit down to enjoy their own dinner.

My husband, who is a dentist by day, turns to me and says, “Wow, look how dressed up they all are just to go out and have a piece of pie!” and I noted that the banker and the reporter were in suits complete with ties. Andy was in a suit jacket. Helen, a school teacher, was in a dress and was wearing white gloves. Even the mechanic had a button-down collared shirt on, and neither he nor his shirt bore any signs of a day spent in the mechanic’s shop. They were all dressed that way because in that day and age, going out in public was done (or at least demonstrated on TV) with a certain level of respect.

Anyone encountering their local banker at the diner would be presented with the same version of himself that he presented during office hours in the bank. Anyone meeting the reporter would know by his appearance that he was a professional, who was ready to report on a story whether it happened at the diner or during his working hours. Anyone meeting the mechanic would have a clean hand to shake, and he was ready to extend a reminder to any client (as he did in this episode to Andy) that it was time for him to bring in his car for service.

My point is this; wherever you go, there you are.

If you went with friends to the local diner for dinner or even just to the local ice cream or frozen yogurt parlor for dessert, and one of your most important clients came by with some of his or her friends, would your appearance in terms of attire, hair, makeup, grooming, etc., be an expression that demonstrates your talent, sense of fashion and style and even your professional expertise to your client and to her friends? Would you be ready with a personal welcome?

Whether your destination for the day is the salon or spa or any other public venue, like it or not, clients and prospective clients do notice what you wear and how you look. And the fact is, they make judgments about your intelligence, expertise and talent based on what they see. So subscribe to the Andy Griffith Show Guide to Dressing for Success, and be prepared to demonstrate your talent and sense of style and fashion in how you choose to present yourself 'wherever you are!'

Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.

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Who'll be on an internet radio talk show Wednesday, August 24th? Me!

Who'll be interviewed live at 9 AM (PST) on Wednesday the 24th? Me!

Please plan to listen online, the Hair Artist Association is going to be giving me the floor to talk about 365 Days of Marketing and dish out as much marketing creativity as I can in 30 minutes time!

Here's the link for more information -- http://www.blogtalkradio.com/hairartistassociation/2011/08/24/elizabeth-kraus-beauty-industry-marketer-educator-author

Find out more about my newest book, 365 Days of Marketing -- about which salon owner and platform educator Alethea Stockton posted this on Facebook: "Your book is great. I will be picking some things to give a review on. you are amazing at what you do. You simplify if for the rest of us and give us a fool proof method. you rock! "

Find out why I believe that 1 salon industry icon, and 2 salon owner/stylists changed my life forever.

Find out what you need to know for social media marketing success in 2012 -- I'm going to break it down to the 4 most important things that you should be doing. Just four?! -- You can handle that!

Find out more about the Hair Artist Association on their website at http://thehairartistassociation.org.

I can't wait! It's going to be a great year - Elizabeth


Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.

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Monday Morning Musings

The market is getting a bounce this morning on the heels of no bad news over the weekend, and a nice rally in European markets before the open.



Libyan rebels have taken over Libya, and the energy sector is rallying on the news. The thinking behind the rally is that oil will once again start flowing from Libya, and that lots of oil services will be needed to repair the oil fields and maximize production. Gas prices are slightly lower today on the perceived addition to supply this would create.



Asian markets were mixed overnight. Here in the U.S., there isn't a whole lot in the way of economic data or big corporate news to move the market. You know I don't like a market that opens too strong, as that leaves it vulnerable to late-day selling. I prefer a market that opens weak and strengthens into the close. So we will have to see how the day shapes up.



The dollar is up slightly vs. most other currencies, but that isn't hurting oil or gold. Oil prices are up over $83, while gold prices have rallied yet again, and are now above $1875.



The 10-year is getting a small bounce finally, but only back to 2.12% so far. And the VIX had broken below the 40 level earlier today, but it has since bounced higher and is closer to 41.20 right now. I would like to see it get back near 30 for starters, as these levels indicate traders expect heightened volatility to continue.



Trading comment: No big news yet, and the weak action at the close last Friday validates our near-term strategy. We continue to focus on playing defense here, using rallies to exit lagging positions and decreasing our overall equity allocation. Areas where we are adding are the high yielding plays like MLPs, utilities, and select REITs. Preservation of capital.

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TGIF

The markets opened lower this morning, following yesterday's sharp selloff in the US, which carried over into weakness in Asian markets and in Europe this morning.



But the selling dried up in the first hour of trading, and as of this post the markets are climbing back into positive territory on the day. Of course, with the VIX this high, we know we can expect a lot of intraday volatility. So nothing really matters except how we close on the day.



The concerns in Europe continue to surround sovereign debt, whether Greece can meets its fiscal debt budget, and an overall global economic slowdown.



In corporate news, HPQ reported disappointing results and its stock is getting whacked. This is weighing on the Dow Jones average. Salesforce.com (CRM) reported strong results and its stock is rallying.



The dollar is lower today, which is helping commodities. Oil prices are higher near $82.70, and gold prices have surged to new record highs above $1850.



The 10-year yield continues to languish around 2.08%; and the VIX has been bouncing around, but is currently 2% lower near 41.80, an extremely high level following yesterday's surge higher.



Trading comment: No change to our near-term strategy. If the market is trying to put in a trading bottom, it will be a process and not a one-day event. So we are still using bounces to lighten up on our equity exposure, and staying defensive by adding to index hedges. Preservation of capital remains the best course during a market downtrend.



Have a nice weekend, be safe, and rest up.

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Friday's 5 - Marketing Shorts and Sweets

I'm trying to get this post written quickly so I can go spend an hour in the sun today. The days are already getting shorter, back-to-school ads are streaming across the TV and I am feeling the need to get some vitamin D while the getting is good!

Here are my 5 short and sweet marketing treats for you this week:

[READ] 5 Ways to Improve Your Marketing, Immediately
It would be easy to grow this list to be 50 or 100 points long. The point is, there’s no shortage of actions you can implement today to improve your marketing. Here are five actions you can take today to improve your marketing immediately.


[READ] The Zen Way to Build a Successful Business
Studying the ancient wisdom of Zen masters can provide a path to build a successful business. According to Zen philosophy, there are "five fingers" of success that have worked for thousands of years.


[READ] How 5 Companies Used Social Media to Get Found and Get Sales
I especially love the local marketing done by Big Daddy's BBQ – there are some great ideas in this article! “Done is better than perfect.” This is the writing on the wall — the physical wall — at Facebook. Big break winners how they went from social media novices to experts in the making, and lessons learned along the way.


[READ] 7 Things You Never Have to Do
“Love is never having to say you’re sorry.” This phrase originated in the movie Love Story, but has since been modified, satirized, patronized and reorganized in dozens of movies, songs, tv shows and other art forms. Are there other things we never have to do? In business, in life and in love, maybe there’s an entire line of thinking based on this idea.


5 Quotes for (Marketing) Inspiration

"Our doubts are traitors, and make us lose the good we oft might win, by fearing to attempt."
(William Shakespeare, 1564-1616)

"If you stay ready, you ain't gotta get ready."
(Will Smith, 1968 - )

"We can't think narrowly. We have to think in the biggest possible way."
(Alice Waters, 1944 - )

"Trust your own instinct. Your mistakes might as well be your own, instead of someone else's."
(Billy Wilder)

"Too often we underestimate the power of a touch, a smile, a kind word, a listening ear, an honest compliment, or the smallest act of caring — all of which have the potential to turn a life around.
(Leo Buscaglia)


That's it for this week! Don't miss Monday's e-mail newsletter which will include original content and links to more articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!

Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.

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It’s Hammock Time!

Close your eyes and breathe deeply and slowly, in and out, exhaling completely at least 5 times (10 would be better). With your eyes still closed, imagine yourself somewhere warm but not hot, with just the hint of a breeze blowing across your body as you lay in the sun, swinging slowly back and forth in a hammock over a white sandy beach, the sound of the ocean in your ears. Unworried and far from the cares of life and free of the demands you make on yourself and those required of you by family, friends, your boss, co-workers, church, charities and associations. Content, perfectly satisfied with yourself and your surroundings, wanting for nothing. Alone or with the perfect companion, be it a significant other, sibling, family member or friend – whichever really suits your fantasy best.

How does this translate to the salon and spa (or any other business, for that matter)?

That is the level of experience you should want to create for your clients. That one time they can count on every few weeks when they will be able to step away from all the things that they have to do and will have a chance to ‘just be.’

In terms of a client experience, you want your clients in the 'hammock.' You and your staff must reach agreement on the type of atmosphere you will provide and you must think through and purposefully design the client experience from end to end, and from top to bottom, because you — you as the owner and all of the staff — are the supports and the netting that holds this hammock in place. Loose netting or weak posts will mean that clients are at constant risk of falling out of the hammock — the experience you want to create.

Brainstorm as staff and come to agreement on the atmosphere that you want to provide for clients. Make a list of all of the moments that comprise a customer’s experience, from the moment they arrive at your business location, to the reception and waiting area, through each of the points they might touch during their service appointment and through to the end of their visit and their departure.

Think about background elements such as music, lighting, decor, cleanliness. Set up a plan to re-design each touchpoint with the goal of reinforcing the atmosphere – the experience you agreed to create for each and every customer, and map out a plan for the coming year to transform each one.

Think about personal comfort such as whether customers might be hungry or thirsty or in need of a restroom (especially during longer appointments or those that occur during typical mealtime hours). Create hospitality scripts for employees so that every customer is consistently received hospitably and treated as a pampered guest throughout their visit.

As part of your staff meetings each week, talk about at least one aspect of the customer experience, and how you can improve or tweak your processes or the physical environment. Incorporate 5-minute scalp or hand massages to help clients receive temporary release of tension and worries.

I love this quote, attributed to 1997 Reader’s Digest (my apologies, this is the only reference I could find to attribute!)

A hammock is the best place to spend a midsummer afternoon. When you climb into a hammock, you are linked to reality only by the narrowest of cords. Suspended in time and space, you shed any sense of weight or corporal substance. As you sway with the gentle rhythm of the breeze, you drift and dream between heaven and Earth, glimpsing the blue truth of sky beyond the wagging treetops.

Then suddenly the spell is broken by a dog's snout poking you, a rumble of thunder or a child's cry, and you are brought back to a world you temporarily left behind. But the hammock's solace is not forgotten. Its gentle crescent lingers.

If you create this level of experience – one that will linger in the client’s mind, even after they have returned to their everyday life, they will come back for more and they will send family and friends to you. Build a bigger role for your business in the lives of your clients.

Don't miss next Monday's e-mail newsletter which will include more original content and links to articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!

Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.

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Euro Banking Fears Flare Up Again

Another busy morning. The markets are down sharply in early trading, following large selloffs in European markets. The culprit seems to be a report that a European bank went to the ECB lending window for the first time since February and needed a short-term loan at above market rates. This type of report sparks fears of credit tightening, and the markets never like that sort of thing.



On top of that, we had some negative economic reports here in the US. The Philly Fed index absolutely plunged in August to a level of -30.7 from +3.2 last month. That is quite a drop. Additionally, Morgan Stanley downgraded its outlook of the economy and said we are getting closer to recession. I still think the odds of a true recession are about 50/50 right now, and a more likely scenario is just stagnating growth.



The 10-year yield also plunged this morning, touching the 2.0% level. That's lower than it got in December 2008, just for a reference. Investors who think a 10-yr Treasury at 2.0% is a better long-term investment than a blue chip stock with a 3% dividend are going to be sadly disappointed.



We are also seeing spikes in bearish sentiment. The CBOE put/call ratio has been above the 1.0 level for 15 straight days, and the 10-day average hit its highest level since 2008. Today, the volatility index (VIX) is spiking 30% higher back above 40, although it is still below last week's highs at 48.



The dollar is higher, which is weighing on most commodities. Oil prices are down to $83.15. But the flight to safety is pushing gold prices to new highs again, today topping $1820.



Trading comment: This morning's action makes me feel better about the recent sales we have made and the hedges we added to portfolios. Getting defensive when the markets are in a downtrend preserves both financial and mental capital, and both are needed if you want to be in a position to capitalize on things when the dust eventually settles. I hope everyone is managing their risk appropriately.

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