A complete makeover takes between 40 minutes and an hour and the time can be very slow if you don't find a nice topic to share with your make-up artist.
I showed up to Lauren's Lancome counter without an appointment but, maybe moved to pity by my make-up status, she immediately agreed to do the job. 'It's not very busy so I can do it, but if a customer comes in I'll have to serve her', she explains while welcoming me to her small and creamy counter.
I watch her setting up the right tools with the best nonchalance I can muster, but when she starts teaching me names and ways of the different brushes I feel like Julia Roberts in 'Pretty Woman' when she tackles the cutlery etiquette.
The ritual begins with the cleansing routine and after the moisturizer I'm ready for the proper makeover.
Between concealer and foundation, a winsome smile spread over Lauren's face when I ask her for how long she's been working with Lancome: 'For six years. It's a long time, isn't it?'
With the guilty relief that I'm not her first 'patient', I keep on with my questions: 'Do you still enjoy it or have you ever thought of a change?'
Now I have my eyes closed for eyeshadow reasons so I don't get to see her face, but I understand she's not getting distracted by my questions: 'For your skin tone I would try to match this new green on the corner and the purple on top'. I have no objections: 'You are the expert, I'm totally in your hands'.
Proudly, she keeps talking: 'I love my job, I'm proud when a customer leaves the counter satisfied and comes back for help with a skin problem. But, you know, working in a cosmetics counter doesn't involve only dealing with customers. The creative aspect goes along with paperworks, targets and pressure. And sometimes it's difficult to keep smiling no matter what.'
After a peachy shimmering blusher, I see her concentrated trying to pick up the best lip gloss for me. She somehow gained my trust and I agree not to peep at the mirror until the end.
As soon as I tell her I'm a journalist and I come from Italy, she asks me amused how I find life in London. 'I think it's great', I reply. 'Don't you?'
The lip gloss is from the wide range of juicy tubes and the colour is a very light sparkling marshmallow. The makeover is now complete but Lauren seems enjoying the turn the conversation took: 'Yes, I love London. I just moved in my own place and I'm very excited. Just, you know, it keeps me very busy. Plus, I have a full time job where, by its nature, is very difficult to meet men and at the age of 24 years old I'm still single.'
'I know exactly what you mean, I think nowadays is harder than before to meet the right person'.
I cast a guilty glance at the mirror and I understand what she meant by making customers happy.
To the extent of buying foundation, eyeshadows and lip gloss and being entitled to a generous sampling gift.
Proud of her masterpiece, Lauren gives me the last advices on how to use properly the treasure in my hands and with sweet eyes she pointedly invites me to come back whenever I need cosmetic help. I know she noticed my naïvety but she's very professional and I don't feel completely like a fish out of water.
Walking through the front door I turn once again to wave at her and she says: 'Now you can write an article about me and the life of singles in London!'
Getting To Know Someone
To market your business effectively, you have to KNOW your target audience and what problems they face. People don't buy things. They buy solutions to problems; they want to fulfill a desire or meet a need. It should be specific and real...AND you should care about their problem. Examples of powerful motivators include making money, saving money, having more time, reducing effort, decreasing stress, increasing comfort, good health, being fit, losing weight, romance, and praise.
So, what are your customers trying to figure out, overcome, fix, heal, or prevent? What is their biggest concern on a daily basis? How are they feeling about their problem? And what unique solution do you provide to their problem? Don't get sidetracked by describing your service or product - stay focused on solving their problem.
How do you want your target audience to feel when you provide your services/products? Trust? Motivation? Inspiration? More knowledgeable? Begin to think about the emotions you want to evoke in your target audience and the lasting impression you want make.
Let's take an example. Say you are a financial planner who focuses on working with new parents to invest money for their infant's future college payment. You might say that their problem is not having enough money right now to pay for their child's education. They feel worried and scared that they won't have enough, confused about how to make the right investment choice, and committed to sending their child to a good school. You are going to help them to create a secure future for their child. With your planning services, they will feel more in control, confident, and secure.
By focusing on this part of your marketing planning, it will make all of your marketing messages easier because you understand exactly what motivates your target audience and the result they get from working with you.
You can talk to your customers, either current or past. Take them out for coffee and ask for their assistance. Most people are flattered to be asked for their opinion. Ask them some of the above questions: Why did you need my services? What were you struggling with before you sought my help? What was the biggest improvement in your business since we worked together? And so on.
Interview several people about their particular challenges, needs, and problems. Try to get enough data to help see the trends among your target audience. By tailoring your marketing to solving your customers' problems, you will position your company to be magnetic to your customers.
Both Angela Corrias & Wendy Maynard are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Angela Corrias has sinced written about articles on various topics from Makeup. Angela Corrias was born in Ghilarza, a small village in Sardinia. Small enough to be a pleasant corner of peace and big enough to be the place where Antonio Gramsci lived and used to come to get round the dark days of Italy ruled by the Fascism.. Angela Corrias's top article generates over 5400 views. to your Favourites.
Wendy Maynard has sinced written about articles on various topics from Writing, Internet Marketing and Makeup. Wendy Maynard publishes MAVEN MARKETING, a weekly marketing ezine for business owners, freelancers, and entrepreneurs. If you're ready to skyrocket your sales, easily attract customers, and have more fun, subscribe at. Wendy Maynard's top article generates over 5400 views. to your Favourites.
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