Strategic Marketing | Episode 12
The Danielle K. White Show17 Apr 2018

Strategic Marketing | Episode 12

Production is the topic this week as the ladies discuss tools of strategic marketing to attract clients and team members, how being real makes us more vulnerable and trustworthy, that where we are in life is based on the choices we make, and how it's necessary to let Assertive Sally take the stage when things need to get done.


Point #1: Throw Yourself Under the Bus

  • It's in our nature to want to look perfect all of the time. Yet, when you allow others to see the real you, that's what make you relatable as a human being. When you throw yourself under the bus and allow people to get to know the real you, sans the filters and editing, you become more trustworthy in people's eyes.
  • Danielle: Back in the day when I started my brand on YouTube, people saw the real me. I'd talk about my sucky hair and show them the products that I used. I threw myself under the bus all the time. That's what people can relate to - someone who is real, someone who is like them. If you place yourself too high above others, they won't trust you or even be able to relate to you.

QUESTION: In your experience, do you tend to trust and relate to people who expose their flaws or people who wear a mask of perfection?

Point #2: Assertive Sally

  • As women, we tend to play small and we don’t want to be labeled as the mean woman or the crazy bitch. But you need to access that authoritative power to lay shit down and get shit done. At the end of the day, shit’s going to go sideways at some point, and the nice, Passive Aggressive Polly in you is never going to get anything done.
  • Danielle: I have this surgeon side where everything is black and white, where I micro manage everything. And then I have the me I love - my artist hippy side. In my business, both sides of me are needed. Don't be afraid to allow Sally Assertive to show up when things need to get done.

QUESTION: Where in your life are you avoiding useful confrontation or collision because of your beliefs about how women 'should' show up?

Point #3: Create Your Dream Team

  • Marketing to attract the ideal client is essential, but have you ever thought about marketing to attract the ideal team member for your salon; someone who will be an asset to your team and help continue marketing and promoting your brand?
  • Danielle: You create who you work with and who you work on. As stylists, we have a story about who we are and who we take on as clients - that we’re just so grateful to have clients and to have help. Actually, a little more research needs to go into finding the right team member that fits the vibe and the vision of where we want to go.

QUESTION: What do you think about your team? Is it your Dream Team?

Point #4: Superwoman

  • Coach Ani: What we do is not easy and is a lot of work. When people say they want to do what we’re doing, what they're seeing are the highlight reels - the podcasts, the events, the results. What they're not seeing is the amount of work and hustle that's required behind the scenes to create and manage everything.
  • Danielle: I got to a place where I had no 'me' time. I kept adding things to my checklist and found myself staying up late doing follow up emails and blogs, getting up early and then doing it all over again, day in and day out. It was a shitshow.

QUESTION: Where are you spreading yourself too thin? How is that working for you?

Point #5: Surrender and Choose Your Story

  • Danielle: You choose your outcome and you choose how fast you grow. It takes consistency of choosing to create a better day, every single day. People give up too quickly and say it’s too far out of their reach. Where I am today seemed impossible just a few years ago, but now that I’m here, it doesn’t seem so far fetched or out of my reach anymore - something shifts.
  • Power is all about capacity. When you’re uncomfortable and you don’t know what to do, and you don’t know how to go forward, you’re just reaching your capacity. You have two options: You can shrink back or you can push through. That version of you will die, but you grow to become something else - a better version of yourself.

QUESTION: In your experience, when you have reached your capacity, what do you do to push through?

Quote of the Week:

"If you feel something is uncomfortable or unnatural, maybe you should visit that. I would challenge everyone who’s listening to ask yourself: where am I feeing uncomfortable? Can I challenge myself to break through that and learn things about myself? Don’t be afraid of change, you’re just becoming a better version of yourself."

-- Danielle White

"When I sat on the beach and Garrett asked us to close our eyes and envision where we wanted to be in a year, a voice said this is where you are supposed to be. So it became an obsession for me. I kept asking myself, what do I have to do to get there? I saw that it could be done differently, so why wouldn’t I do it?" Once I decide I don’t want to be where I am, I realize that no one can change it and no one can save me, but that everything is up to me."

--Anianne Rivera

"Just put in the work. It’s so crazy to see growth when it happens. It's the hustle and the grind every single day that people don’t want to do that actually gets you the results you want. So stop being shy about putting in the work. If you have goals or things in life that you’re trying to achieve, do the work."

--McKenzi Davis

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