Promises In The Dark

August 12, 2013Nina KovnerENGAGE, GROW

Making promises and keeping them is a great way to build a brand.  -Seth Godin

Here is the audio version of this post. Thanks so much for listening. Enjoy.

Building a brand is no different from building a relationship or a business. So much of it is about trust and trust is born out of promises kept.

The Promises

  • A service and product promises a result.
  • A program promises an action.
  • A friend promises to show up on time, return a call, email or text.
  • A leader promises to lead.
  • A manager promises to manage.
  • A team member promises to do their best work and support the team and vision.

The Brands

  • Starbucks promises an experience.
  • Zappos promises to deliver happiness.
  • Nike promises to just do it.
  • Facebook promises connections.
  • Method promises to clean happy.
  • Passion Squared promises to empower awesome.

We all have so many choices today on which brands, products and services we can engage with. There are thousands of choices of where to eat, get our hair done, shampoo to buy, clothing to wear, TV to watch, website platforms to use, a coach or mentor to work with.

Many of us continue to search for the secret sauce that will magically make our brand, product or service better.

There is no secret sauce, but there is one thing we all can strive for. Having a clear promise and keeping it.

(shared with LOVE from Nina)

Connect

The Long Cut

July 22, 2013Nina KovnerENGAGE, GROW

“’I love being marketed to.’ Said no one, ever.”

Jess3

Connect

Here is the audio for today’s post. Background music by Zen Louis Kovner. Enjoy!
The Long Cut

It’s so tempting today to market “at” people. To shout and scream and try to get attention. To create lots of noise hoping someone will listen. We see it every day. Online or off, many are looking for a short cut. For the quick sale. The fast money. This blog is not for those people.

Today we have an opportunity to engage, connect, create and care like no other time in our history. We can deliver value in the most creative and meaningful ways. We can build relationships, change lives, lift people up and make a difference. Whether we are marketing haircuts or education services, its how we choose to market that can make us a creative contributor.

If you want to create a brand or business that matters, that changes people’s lives for the better and that adds value to the world, you are on the right track. It begins with intention. Doesn’t everything?

The Short Cut
1. Talk at people
2. Scream on social platforms
3. Ignore the community
4. Lead with price
5. Over promise

The Long Cut
1. Listen
2. Engage on social platforms
3. Respond to the community
4. Deliver value
5. Exceed expectations

Which path is your brand or business on?

(shared with LOVE from Nina)

6 Awesome Content Resources

May 27, 2013Nina KovnerENGAGE

“Every company is its own TV station, magazine, and newspaper.”

Jay Baer

 

Mike Pittman PhotographyPhoto via Mike Pittman Photography

Here is the audio version of this post. Thank you for listening. <3
6 Awesome Content Resources

One of the most common questions I get asked by salon owners is where to find content for their social biz pages. One thing to always remember when creating content (original stuff) or curating content (sharing other people’s stuff) is it must fit your brand, your story, your why and your voice. Always remember, your content is your marketing.

There are so many resources for content, you just need to know where to look. Sometimes, the best content is right where you are standing, in your own salon.

Here are some awesome content resources for you to take a look at.

1. Fashion + Beauty Blogs + Sites
You will almost always find the latest & greatest fashion & beauty content to share with your community on these pages. From the latest celebrity trends, to how-to’s and more. These are some of my faves…

2. Content Curating Sites
Just type in what you are seeking and like magic you will find articles and features. It really is like magic!

3. Pinterest
Search anything you are looking for and I promise, it will be found. Pinterest has awesome fashion, beauty, lifestyle, food, inspiration and more. Just always remember to credit the source so you can stay socially awesome.

4. Manufacturer Partners
For product info, high quality hair & product images turn to your manufacturer partners. They have big budgets and art departments, unlike most of us. Use the beautiful imagery and copywriting they create.

5. Quote Makers
For those of you who have a community looking for inspiration, humor or just love quotes, these are my go-to quote markers for Passion Squared.

6. Your Salon
This is the best resource of all. Before’s and afters, client & stylist features, behind the scenes (BTS) are all typically the most engaging content you can post on your social pages. So download a pic app, get on Instagram and start creating awesome.

And of course, there is always Google.

If you are looking to create awesome in your online and offline marketing, check out my Creating Awesome Workshop created with love by me.

(shared with LOVE from Nina)

does anyone want my money blog passion squared

Does Anyone Want My Money?

May 20, 2013Nina KovnerENGAGE, GROW

 “We asked ourselves what we wanted this company to stand for. We didn’t want to just sell shoes. I wasn’t even into shoes – but I was passionate about customer service.” Tony Hsieh

I have noticed a very sad trend happening with small businesses and it makes me wonder if anyone really wants or needs my money. I do not have a ton of it, but when I need something, when I am ready to spend it, is your business ready to take it? I know, sounds a bit fundamental, but there is a reason I was inspired to write this post.

The Awning
My beautiful awning in the backyard has been slowly deteriorating for some time. A few Santa Ana winds (what we call wind in la la land) literally tore my awning apart. I called USAA where I have my homeowners insurance, they are awesome. They were ready to give me the money to get the awning fixed, I just needed to get a quote. Easy enough I thought. Well, not really come to find out.

It took me 3 months to find an awning company in LA to take my money, well part USAA’s and part mine. Why? Not a single company returned my emails and phone calls.

Finally, I stumbled upon an awesome company called Superior Awning. Found them on YELP. To my surprise, they actually answered my email inquiry with a phone call, within 24 hours. They had a highly trained awning guy at my house within 36 hours and had the job complete within 2 weeks. They clearly wanted my money and I happily gave it to them. I guess those other companies were doing so well they had no desire for a new client for life.

The Salon
My Mom just moved back to So Cal after 30 years on the East Coast. To say I am thrilled is an understatement. What is one of the first things people do when they move to a new city? Find a salon. How do people go about finding salons in today’s connected economy? They head to Google, YELP and ask their friends and family.

Since I did not know any salons in her new town, I went online and found a couple via YELP that I thought she should look into. So as any good Mom does, she follows her daughters recommendation. :)
She found one she liked, and used their “Contact Us” form on their website. And the waiting game began. One week, radio silence. No response. No reply. Well, my Mom is pretty patient so she decided to call the salon. She left a voice mail. And waited. One week, radio silence. No response. No return call. I guess that salon is fully booked and has no desire to engage with new clients.

Mom did finally find an awesome salon & hairdresser, Penelope at Salon Ana, based on a good old fashion referral from a friend, and she is very happy.

The System
You have systems for cutting hair, for creating color formulas, for ordering inventory, for cleaning brushes, but do you have a system for engaging new clients?

Here are a couple things you may want to take a look at in your salon:
1. What is your system for returning voice mail messages?
2. What is your system for email inquiries from your website?
3. What is your system for email inquires from your Facebook biz page?
4. What is your system for client questions posted to your social pages?

Change the system. Change the result. It’s really is that simple. If you want new clients that is.

If you are in the LA area and are looking for awning repair or a new awning, Superior Awning is the BEST.

(shared with LOVE from Nina)

Caring Is The New Black

Caring Is The New Black

May 13, 2013Nina KovnerENGAGE

“Best marketing strategy ever? Care.”

Gary Vaynerchuk

Caring Is The New Black

Here is the audio version of this post. Thank you for listening.
Caring Is The New Black

Social business is all about authenticity, connections, relationships and caring. Today’s connected customer is keenly aware of who really cares and who is giving them lip service. This is true of clients, team members and even family and friends.

As my biz hero Gary Vee says… “Caring is in short supply, but always in demand.” And yes, you can out care your competitors.

Here are a few ways to show you really care both online and off. How many of these things are you doing consistently? Which ones need a little bit more work?

1. Respond + Reply
To phone calls, e-mails, text messages and comments. Yes, all of them. I have a 24 hour rule that I do my very best to stick to. It shows respect. No it’s not easy, but if it’s important to you, you will find the time.

2. Please + Thank You
Saying please + thank you still work. Always have, always will. (A special shout out to my buddy Ira Pope Sage for always reminding me of this. He is SO good at it.)

3. Recognition Squared
Recognition is many times more valuable than money. We all want to know we matter. If I do something awesome, a simple shout out goes a long long way. This also goes for when people walk into your business or give you a shout out on your social pages. A simple hello. A simple like or comment back.

4. Take Action
Actions speak louder than words. So cliche, but so often overlooked. If you make a commitment, follow through on it. Simple concept yet not very common.

5. Listen
Seriously. Listen. It works wonders and shows me you truly care about what I have to say.

Use this as a simple checklist or mental list when engaging in biz and in life. Not only will it show your team and co-workers you care, it will make a huge difference in how your clients engage with your business both online and off.

Think about this. There are two salons in town with equally great skills. One is known for really caring about it’s clients. They return phone calls, answer emails, respond on the social web, give shout outs to team members and clients and greet you with a big smile when you walk in the door. The other does not. Where will you go to get your hair done?

A big shout out to Sage Tryall Salon in Lynchburg Virginia, one of our Creating Awesome Workshop graduates and a salon that cares. Thank you Suzy, Todd and Team Sage for being an awesome model for caring. You ROCK!

(shared with LOVE from Nina)