marketing

In the last decade our attention span has dropped from 13 seconds to 8. To put that in comparison a goldfish has an attention span of 9 seconds. Don't be a goldfish.

Content sparks our connections with others, our own selves, and the world. What we decide to share is a powerful expression of where we stand and where we want to go. An essential part of the human spirit, this constant information sharing is what ultimately builds the bridges between us. Every image, text, sound, or video that you have released into the world carries a part of you that others can relate to. If actions reveal our priorities, the content we share explains them.

Scale yourself. Go beyond what you can do and what you know. Look at your content machine and make it work nonstop, seamlessly, and at scale with or without you.

RULE #1Market your business to the customer YOU WANT.Most beauty businesses try to be everything to everyone. It's exhausting and expensive promoting yourself to everyone. Most people simply give up.Focus on the customers you really want. What is your passion, what do you excel in? Who is your ideal customer? What would you ideally like to do every day in your business?Focus on what you want to do and the clients you want, and market directly to them and only them.

I cannot stress this enough: content creators need to stop comparing their work with that of total strangers. Furthermore, we need to stop seeing ourselves as content consumers and realize that, as producers, we need time and distance from what is already out there in order to create truly innovative work. If you are always exposing your mind to others_ work, when will you gain the strength to create your own? Find a balance between inspiration and creation, and make sure that the first is indeed inspiring. What might start as a journey to gather ideas can quickly become a shortcut to discouragement. Know when to stop.

Darwin's Theory Survival of the Fittest, also applies into Business. Companies which consistently innovate, keep itself updated with customer's needs, market trends, check out their competition and accordingly make the strategy to evolve and keep them ahead of competition are the ones which are best suited for survival in Business Environment Evolution

Human beings are complex information consumers: they have active needs, passions, and preferences. They lead different lifestyles _ some that you will never be able to empathize with unless you dive deep in qualitative and quantitative data. And that is precisely the point of persona research.

Social media allows us to behave in ways that we are hardwired for in the first place - as humans. We can get frank recommendations from other humans instead of from faceless companies.

Your ideal customer should be attracted to the brand that rests on the fabulous culture youcreated, but they don__ have to share your personal interests or have the same lifestyle you do.

If I had a dollar for every time someone asked, __hat do you think about this logo?_ I__ be rich.

Do not confuse location with direction. Location is where you are, direction is where you are going.

Creating an ideal customer profile helps you understand who are you talking to through your marketing, and it helps you carry that message and vibe through to your customerexperience.

Personally, I believe in tools that close the gap between professionals and beginners, understanding that _ push comes to shove _ this is a world of beginners.

Some creators shy away from systems because they seem overpowering and rigid. However, in reality, strong systems are the only way in which you will ever have time and space for flexibility. This is true for content production, business, and many other areas of life.

I would love to tell you that being a content manager is easy. Straightforward. That you will be able to focus on what is most important and leave everything else aside. But a lot of it is learning to create something compelling in the middle of an absolute whirlwind. Learning to use a huge list of tools that need to be sharpened every day. It is about zooming out when you need big picture thinking, and zooming in when the details need to be ironed out. Managing content, business expectations, and human beings: all at once.

Design is your silent storyteller. The visual aesthetic you share with the world tells a story about the values you uphold. When your audience is not ready or willing to listen, a strong visual can capture even the most evasive of minds. Design is not ornamental or secondary: it can propel your stories far beyond the spaces you initially planned for.

Understanding who isn__ your ideal customer sometimes helps you better clarify who is.

If you would not spend time looking at it, do not ship it. One of the best quality assurance rules of thumb is to avoid publishing content that you would not consume. Simple, yet so hard to execute on. My audience deserves my very best. Repeat that to yourself every single day.