2016 Theme: Always Bring The Best Version of You To The Game, Part 2!

The inner-game of luxury real estate marketing centers on consistently bringing the best version of YOU to the game.  Whenever you are on a listing presentation, negotiating a transaction, showing property or marketing yourself, you ALWAYS have the choice of which version you to bring.

One of the best techniques we have seen for consistently playing at your “A-Game” level is inspired by retired athlete, Steve Nash, of the Phoenix Suns (and most recently of the L.A. Lakers).  Whenever he was up for free throws you could see him visualizing making the baskets and going through the motions, in between the actual shots.  He would do this while the players were coming on or off the bench and the refs were getting ready to give him the ball. 

What is amazing about this technique is just how much time there is to practice your A-Game.  We are debunking here the myth that “there just is not enough time in the day”! You can practice your A-Game in your mind while you are in the shower, while you are on the “throne”, while you are brushing your teeth, on and on!

The results will show up in the quality of the actual time, the action part of your day. By upping the quality of your action hours, you will gain more energy and make more money, which will afford you more free time. We challenge you to test this for your and let us know how it goes!  Just keep reaching for the best version of your self and bring that to your game!

Part 1   Part 2   Part 3

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

2016 Theme: Always Bring The Best Version Of Yourself To The Game!

In January 2015 we declared that “Vitality” was the theme of the year and indeed it was. In 2016 our annual theme is inspired by one of our heroes, Kobe Bryant, who is retiring from a stellar basketball career this year.

In a recent TV interview Kobe spoke of his current role as a teacher to his fellow Lakers and summed up his advice in very simple terms: “Always bring the best version of yourself to the game!”

From our perspective, your career is your game.  Many see their work life as just a means of survival, to pay the bills. We see our career as a vehicle for self-discovery, self-actualization and our way of empowering others to win their game.

We believe that human beings do have a choice as to which version of themselves is brought to every situation and every interaction they have with others. This applies even to times when you are alone.

In fact, the art of bringing the best version of you to the game could very well be the most rewarding game of all. It is a game that takes practice, so you might as well have fun playing it.  That means giving yourself credit when you win at it and not being hard on yourself when you miss the mark.

So, as usual, we invite you to join us on the adventure of applying this year’s theme.  Let us know how it goes!

Part 1   Part 2   Part 3

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Happy New Year To All!

“Write it on your heart that every day is the best day in the year!”

— Ralph Waldo Emerson

We wish all of you a wonderful 2016!  May Your All Dreams and Wishes Be Fulfilled! 

Cheers, 

Ron & Alexandra Seigel

Get Your Facts Right!

Recently, we dined at a restaurant that featured “Israeli Za’atar Marinated Pork Skewers on their menu and we were dumbstruck by the incongruence of such an offering.  Was this a brazen attempt at political “incorrectness” as part of their brand strategy to be edgy?  If not, they could have used the word "Mediterranean instead of 'Israeli'". Or, was it simply not getting their facts right?

Za’atar is an herb mixture of dried oregano, thyme, marjoram mixed with toasted sesame seeds and salt (and often other spices such as sumac). Variations of this condiment are popular throughout the entire Middle East.  Pork is restricted in Jewish dietary laws (in the Hebrew Bible) and also in Islamic dietary laws (in the Muslim Quran).

We objectively concluded that it was ignorance for this reason based on our branding logic:  If edginess was part of their brand position this core value would be reflected throughout their entire menu and décor. And, it was not.

Alexandra’s father was a shrewd negotiator of oil leases in the Middle East where he worked for several multinational oil companies as a consultant. He was known for his impeccable integrity and fairness.  He was often offered bribes, which he flatly refused.

Once he was asked if there was anything that could be offered to him that would sway a negotiation in favor of one side.  And, he answered, “Yes!  I will fix the situation in your favor if you bring me a pound of kosher bacon”.

The guilty party felt elated seeing a clear path to victory for his side. He then proceeded to contact the head rabbi in the area to find out where he could obtain some kosher bacon. He left embarrassed, but with tremendous respect for Alexandra’s dad.

The moral of the story for luxury real estate marketing professionals:  Get your facts right because people are not as dumb as you may think they are.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

The Art of Presentation: Making the Ordinary Extra-Ordinary!

As a luxury real estate marketing professional understanding the art of presentation is paramount if you want to aspire to or remain the market leader in your marketplace.  Opportunities for studying presentation abound, all you have to do is focus.

Last evening we ordered a Caesar Salad.  What caught our attention is that the description was unusual.  The menu described it as wedge of Caesar.  We had to order it (pictured above).  This epitomized the art of presentation.  The chef made the Caesar Salad, Extra-Ordinary!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

A Day To Celebrate! Merry Christmas To All

Whether this is your holiday or not, there is no earthly reason for not joining in, and celebrating this special day.  The message is universal, we all want peace and good will to all mankind, without exception!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Does Your Head Shot Need Updating? Part 3

The key to your personal brand as a luxury real estate marketing professional is communicating your authenticity through imaging and messaging. You want to send the right message via your head shot, so you get hired for the job.  Here is some additional head shot advice:

Face the camera lens square on. Look right into the eyes of your target market and let yourself shine.  If you look off to the side you are saying to your prospective clients that you are not really interested in what they need and want.  And, you are not sincere.

Do not pose with your arms crossed.  Someone started this ridiculous “meme” because it has been copied ad nausea.  This posture communicates that you are closed, bored, indignant or impatient. It certainly does not communicate professionalism.

Avoid wearing too much jewelry. Less is more. None is best.

Solid colors in clothing are better than distracting patterns. Ideally, your head shot should be cropped to show more of your head than what you are wearing.  The reason is to accentuate your eyes (the window to your soul).

Hairdos and haircuts should not be extreme, unless however, your target market values the extreme.

Keep in mind that this is a business head shot. You are not a model and you are not selling sex. You are communicating your authenticity.

Here is the link to Part 1 and Part 2

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Does Your Headshot Need Updating? Part 2

With apps and computer programs like Photo Shop it is simple to airbrush years off of your head shot. But, don’t be afraid to show your natural wrinkles! Maturity and experience actually work to your advantage as a luxury real estate marketing professional!

The average age of a Realtor© according to NAR is 57 vs. the average American worker who is 41 years old.  Contrary to what you might expect, even young buyers seek the advice of seasoned professionals when purchasing their homes rather than work with their peers.

And, don’t be afraid to smile.  If you need to brighten up your teeth do so before your photo shoot. Again, don’t rely on Photo Shop for this.  No one wants to be greeted by a “sour puss”.

The key is to present you most authentic self, when you are at your best.  So be sure to be in a good mood when you go to the studio. Or, find a photographer who can make you laugh!

Here is the link to Part 1

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Does Your Headshot Need Updating? Part 1

When was the last time you updated your head shot? If you are due for a new one this article series is for you!

Here are some clues that indicate that it is time for a new head shot:

• The outfit you are wearing could be mistaken for “retro”
• Your DYI snapshot looks like it was taken in a photo booth
• You significantly changed your hairstyle, or no longer have as much hair
• You forgot to smile
• When you go to a listing appointment and the homeowner does not recognize who is at the door.

We have been coaching our clients for years on the do’s and dont's of head shots as well as updating old ones. We recommend seeking out the most professional portrait photographer in your marketplace.  The head shot is your calling card, which means it is a very important component of your personal branding.

OK, OK, this article was inspired by our need to update our own head shot.  So we decided to have fun with it.  Stay tuned for more!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Sustain Your Vitality Over Time: Find a Purpose! Part 2

Align Your Passion & Your Brand Story to

Give Yourself the Competitive Edge

What if you could get up each morning totally fired up with passion and eager to dive back into your business of marketing luxury real estate? Align your passion with your brand story and give yourself the competitive edge!

If you are a fan of Shark Tank, you may have seen the episode about Sarah Oliver Handbags.  Creating her hand-knit evening clutches and mini-purses started as “cottage industry” but not in her own home.  After a successful trunk show she was inspired to establish a unique knitting circle, paying a group of residents at The Redlands senior community in Mill Valley California to create the material for the bags. They are now known as the “Purlettes +1” (one guy).

Without any hesitation, Sarah received funding from three of the Sharks who instantly saw the potential for growth based on this awesome “doing well by doing good” brand story.  They saw the potential of a huge market of customers who would want to  “join her brand” by proudly wearing the bags as a vehicle for self-expression of their own values. 

The Sharks also saw this as a “statement” of Shark Tank’s core values: ingenuity and resourcefulness, entrepreneurship at its best!  These bags are made in the USA capitalizing on a previously untapped workforce who not only appreciates the opportunity to contribute in a meaningful way, but also derives a sense of enhanced self-esteem because they are being productive.

Find a Purpose. Fuse your passion with your luxury real estate marketing practice and watch your practice to soar!

Part 1

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

When Brand Perception Matters More Than Quality

We have seen many highly qualified agents from independent real estate firms lose listings to lesser qualified agents associated with big global brands simply because the homeowner preferred to have the yard sign of the global brand posted in front of their house.  If you cannot immediately convey your extraordinary promise of value and pick independent thinkers for clients, that can be your fate, too!

Recently, we were in Trader Joe’s and observed a customer deciding which sparkling wine to buy for a Holiday gathering at her retail store in one of the very affluent neighborhoods here in Santa Barbara.  She wanted to buy a cheap sparkling wine and pass it off as “Champagne” (only wines from Champagne can be called Champagne).

The choice was between a TJ private label rosé ($9.95 per bottle) and an equally priced French sparkling wine from the Burgundy area. She opted for the French wine, even though our TJ wine expert friend told her it was not even close in quality to the rosé. It was more important to impress her customers with ambiguous French label than offering a quality experience.

We had just tried the rosé based on his recommendation and it was actually quite good. This wine was one of those great, rare bargains for which TJ’s is famous.

Alexandra even stepped in to endorse our friend’s recommendation and stated that she is no stranger to Krug and Dom Pérignon. The decision to go with the French brand was based solely on the TJ label, i.e., band perception mattered more than quality.

She thanked Alexandra and said she would buy it for herself.  But, she needed to keep up appearances. Who was she fooling? Instead of offering the pretense of Champagne, why not serve eggnog and lace it with the best rum that money can buy?  That would have saved her more money and made a lasting positive impression.

Brand perception matters.  That is why, if you are an independent, you absolutely must know your extraordinary value proposition and seek out independent thinkers as clients.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Sustain Your Vitality Over Time: Find a Purpose!

As the Holidays approach and ski season is upon us it is time once again to check in on our theme for 2015:  “VITALITY”.  If you want to experience vitality over time find a purpose!

One of the greatest things about being a luxury real estate marketing profession is the opportunity to make it a lifelong profession.  Our careers can be impervious to the cultural biases of the “youth culture” because you can actually get better at it with age and no one is imposing retirement on you.

More and more baby boomers (and their offspring) are realizing that our lifespans have the potential to extend well beyond previous generations.  But, what good is that if you find yourself in poor health and lacking in vitality?

The answer is to look for inspiration, for evidence of people who are enjoying their eighties, nineties and beyond, those who still approach life with vigor. Focus on those who have not capitulated to the previous norm because they were unable to imagine and effectuate a better scenario.

At the age of 95, Klaus Obermeyer, the founder of the Obermeyer ski apparel brand, swims and practices aikido every day. He does 20 minutes on the elliptical machine at a steep incline to get his legs in shape for ski season.  He is still running his business and enjoys more ski days than most people in their 40’s.

Taking care of yourself physically and finding time to quiet your mind is vitally important. But, having some purpose that gives meaning to your life, a reason to USE your mind, is the real ticket to VITALITY. A purpose requires that you engage in lifelong learning to stay sharply focused over time and use your talents to their fullest.

Complacency is the exact opposite of Vitality! If you want to stay fit for life in the luxury real estate game, aim for gaining and sustaining market leadership.  That can keep you engaged for decades!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Punctuality: Are You a Prima Donna or a Royal?

As a luxury real estate marketing professional do you show up on time to your appointments?  Do you value clients who are punctual?

From our perspective, punctuality is a sign of self-respect and respect for others. According to King Louis XVIII, “Punctuality is the politeness of kings”.  Kings do not have to be punctual.  A true royal treats his and her subjects with respect.

In contrast, a prima donna is a very temperamental person with an inflated view of his or her own talent or importance.  To be late is a form of manipulation and a sign of disrespect. 

Alexandra had an interesting experience at her very first appointment as a commercial real estate broker.  Her client, a famous international artist, commented that he was impressed that she actually returned his calls promptly and was surprised that she showed up on time to show him property.

If you have high self-respect you do not want to be kept waiting by anyone; you expect professionalism.  It is only someone with low self-respect who puts up with habitual lateness. 

Treat your clients as if they are Royals and you will become a Royal yourself!  It is a good habit to cultivate.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Around The World In 5 Hours Spreading Thanksgiving Joy!

This morning, Ron was up early at 6:30AM.  He sat down and wrote personal emails to our entire list of contacts.  He finished at 2:30PM with a couple of breaks and a half an hour for lunch.  With just one click,  he connected with the world at large.

Today,  he traveled to the European Continent to Paris, and Nice.  He touched base with our friends in the Middle East who live in Bahrain and were in Qatar teaching Reiki. It just so happened they were talking about us and sharing their memories with their students.

He sent messages to our French cousins whose work has re-located them to Tel-Aviv in Israel.  He also sent greetings to Shanghai, China to our media partner. India was part of the tour also, as one of our dear friends was doing business there. He moved on to San Jose in Costa Rica, Central America, and also sent good tidings to Australia.  

North America was well represented, with Canada on our minds today, as he sent greeting to friends there.  He sent good wishes all over the United States, to Florida, New York, Massachusetts, Virginia, Philadelphia, Texas, Michigan,  Wisconsin, Colorado, Nevada, Washington State, Hawaii, California and more.  

The responses flowed back with appreciation and love.  It was time well spent; just a block of 5 hours to share our Holiday and give thanks with one click!  He had a blast doing it, and we enjoyed reading the responses. 

As he told our friends across the world, you don't have to be an American to spread thanks and love.  It is a natural state of mind, regardless of your origin! 

Wishing you all a delightful day filled with love and thankfulness! 

With Love, Thanks and Appreciation to all our readers, we will be toasting all of you on Thursday evening.

Cheers,

Ron & Alexandra

From Our Corner Of The World To Yours: Happy Thanksgiving!

Ron and I wish YOU and YOURS a delightful Thanksgiving!  It is one of our favorite holidays!  We have so much to be thankful living here in the USA!

“Thanksgiving is one of my favorite days of the year because it reminds us to give thanks and to count our blessings. Suddenly so many things become so little when we realize how blessed and lucky we are.”

— Joyce Grirard

Cheers!

Ron & Alexandra Seigel

Does Your Message Distill Your Value Proposition To Its Essence?

Do you keep repeating the same marketing strategies without satisfactory results? Perhaps it is time to create a better message that distills your value proposition to its essence.  The key is to condense your marketing message so that it is both instantly appealing and memorable.

When crafting a brand strategy for a luxury real estate marketing professional or company our job to distill our client’s extraordinary promise of value into a very brief message.  The discipline is very much like writing haiku, the Japanese poems of just seventeen syllables, in three lines of five, seven and five traditionally evoking images of the natural world.

Trust us when we say that trying to come up with this potent, concentrated message on your own is not easy. Crafting our own slogan for our blog, the Language of Luxury (LOL) and online professional network was like performing brain surgery on ourselves! 

But, when you nail it, it is like hearing a clear radio signal without any static. In just four words, “Get Fluent. Get Affluent!”™ we let our audience know that if you immerse yourself in all things luxury on LOL your chances of attracting more high net worth clients can increase significantly.

Distilling your brand message to its essence helps spark word-of-mouth advertising.  If the message truly resonates with your target market it can “go viral” and spread quickly like a quote from a famous person that you keep hearing even after the person is no longer alive. Albert Einstein said,

““The definition of insanity is doing something over and over again and expecting a different result”.”

— Albert Einstein

So, if you find yourself repeating the same marketing strategies and not getting the results you deserve, it may be time to change your message. Clarify your unique promise of value and then go into the operating room.  Or, give us a call. Happy to help.

Does Your Message Distill Your Value Proposition To Its Essence?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Just Get Out There! How To Create Your Own Luck

““Luck is what happens when preparation meets opportunity!” ”

— Seneca-Roman Philosopher

A recent blog post inspired this article, when the writer mentioned luck brought a buyer comes his way through what seemed to be unlikely circumstances. The common notion is that luck is an accidental unplanned event brought by chance rather that through one’s actions.   We are in Seneca’s camp, when we define luck and have realized that luck is a constant in our world.

When we were in commercial real estate, we knew that the more time we were out of the office, the more business we would attract.  Out of the office meant canvassing, introducing ourselves to new property owners, business owners and developers and noting new for sale/for lease signs. 

We discovered was that even if there was no immediate evidence of gaining new business from this extroverted exercise, new business would still come our way upon returning to the office.  We jokingly referred to this exercise as “dowsing” for business.  Another phenomena we noticed is that we were inspired to pursue new ways to develop new business.

In marketing luxury real estate this would mean networking by introducing yourself to homeowners with a defined “door knocking” strategy in mind. The majority of our clients spend the bulk of their time out of the office meeting new people. 

One of our clients is an avid sportsman.  He is a triathlete, golfer, practices yoga, flies small planes, and loves to ride his bike on long treks.  This is how he prospects for sellers and buyers.  His client pool comes from his sporting activities.  He considers himself one of the luckiest real estate brokers. 

How do you create your own luck?  Create more opportunities for serendipity by spending more time out of your office.   Delegate everything you can when it comes to transaction processing. Just get out there!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Do You Have An Eagle's Eye For The Right Listings?

Focus is the name of the game when it comes to listing luxury real estate properties for sale.  That is, if you want to build a business that consistently generates predictable cash flow. 

Most luxury real estate marketing professionals fall into the trap of taking whatever listings come their way. As a result they live “hand-to-mouth”, from one commission check to the next, whenever the next one happens to come along. They do not have a focused game plan that builds a referral-worthy reputation.

You need to have laser sharp focus, an eagle's eye, to identify and take on only those listing that fall within your chosen niche.  Eagles know their prey and they exclude all else when they hunt. 

This is how you gain a reputation as the niche expert and create a momentum of referral business that is sustainable over time. Without this level of focus you reduce your chances of leveraging word-of-mouth adverting by a significant magnitude.

To live hand-to-mouth or by word-of-mouth, that is the question.  It all comes down to eagle’s eye sharp focus.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Stand Out With Your Brand By Making The Implicit Explicit! Part2

As a luxury real estate marketing professional your brand must stand out in a crowded marketplace. In other words, you need to find a way to make what it implicit about YOU, explicit. 

In our previous post, we wrote about the crowded wine industry.  Here is another crowded industry that is growing at a rapid rate. The Health and Wellness category includes fresh juices. This strong trend was worth 23 billion dollars in 2013. The juicer appliances market is a 277 billion dollar industry for those who prefer to make their own fresh juices.

We spotted this bus (pictured above) on our way to the Santa Barbara Farmers market this Saturday.  We loved the graphics evoking times gone by of a simpler enjoyable existence.  As we walked around the bus, we noticed that they had listed their core values.  That list made the implicit explicit.

By reading this list, you know exactly what Juice Ranch stands for!  This is another example of good branding!

How can you make the implicit aspects of your brand explicit?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.

Are You Marketing With Heart and Passion?

 A well-designed marketing strategy makes selling irrelevant.--Peter Drucker

Knowing and understanding your target market is of paramount importance.  Most luxury real estate marketing professionals use an ineffective buckshot marketing strategy that lacks focus. They have not clearly identified an under-served audience to whom they could market with heart and passion, which is the surest route to success in this business. 

There are many women who suffer from low self-esteem, because they have bought into aesthetic cultural biases.  This represents an under-served market niche for the cosmetic industry. Here is an example of how M A C Cosmetics strategizes to tap into this under-served market niche in the cosmetic industry.

Yesterday, we noticed this M A C Cosmetics display (pictured above).  These women are not models. They are contest winners. M A C has an annual contest asking its customers to upload photos and a 100-word description expressing what makes them awesome. 

Contestants were required to share this on MAC’s social media pages.  Six lucky winners won an all-expense paid trip to NYC, where they were given a complete makeover.  A photo shoot followed and they became the next face of the “M A C nificent Me” Collection.

To experience what it feels like to reach your target with heartfelt precision and passion watch this brief video.

Are Your Marketing With Heart and Passion?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.