I flew to Atlanta last weekend (and yes, was caught in the blizzard of the century) to work with two amazing new clients who have a series of upcoming television interviews. My intention was to focus on wardrobe that day when I caught a glimpse of the woman at NARS Counter at Bloomingdale's. Why you ask? Well, to begin her face was flawless. But what turned that glance into an afternoon affair was the captivating personality, style, and absolute passion with which Rolanda Jones spoke about her craft.
1. It's all in the language.
First, she always used vivid language when talking about the NARS collection - referring to them as "palettes of colors" as she "primed" our "canvas" prior to make-up. She carefully explained the importance of using a specific tool for a specific product. Notice her use of the term "tool," not brush. She described the perfect technique, not merely an application, of mascara. It was clear that she was truly a make-up artist, a talent that required training, dedication, and a passion for making your clients look their very best.
2. Have a consistent style in line with your message.
If you're not familiar with NARS' cosmetics line the company selects ear-catching, and sometimes irreverent, product names such as Orgasm - their biggest seller - a popular blusher - and Exhibit A (a personal favorite). Rolanda's expressive language mirrored that of the company she represents. She vividly describes how the color would "burst" when applied just to the apple of the check. In another instance, she tells me that a secondary color will be needed to tone down a "bad girl" like NARS Taj Mahal blush - a color she says is fearless, outrageous and gorgeous without missing a beat.
3. Tell a compelling story.
In addition to her obvious knowledge about the cosmetics industry, Rolanda shared her own story. A former member of the social service system in New York, she recalled how challenging it was to work with people during such difficult times in their lives. The children were especially heartbreaking and after several years, her job as a social worker began to take its toll, so Rolanda turned to make-up artistry as a way to escape. That weekend escape morphed into a full-time career that took her to some of the most well-known beauty brands in the world. Her love for the industry and the NARS brand, which Rolanda says are the most beautiful shades in the industry, was palatable.
Rolanda Jones left us wanting more. Long after we'd left her make-up counter she was the topic of conversation. We told everyone we met about how fabulous she was and that a trip to the NARS counter at Bloomingdale's would be a "must do" on all future business trips to Atlanta.
What about your brand? Do you have a compelling story to share that will leave your audience wanting to know more about your product or service? Is your language descriptive and does the image you portray bring your product to life in the minds of your potential customers?
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