I haven’t chimed in for some time; now’s a good time. Jossie’s post? … I couldn’t agree more. She is, again, “right on.” I’ve been thinking that our profession has entered a “stage” that we have never experienced in our entire 100-year history (this goes along with Jossie’s comments). Let me elaborate (you knew I would, ha ha ha).
With every “business venture” I’ve attempted, they all ended in total failure (except electrolysis). Years ago, I promoted the “Telangitron” device, that failed because of it’s success; but that’s another story. What I want to talk about is “Push/Pull” in marketing.
During the good times of Telangitron, a couple high profile companies sold the unit; I got to meet with the sales force and manufacturers (one manufactured lasers). Here’s the idea. At the initial stages of selling anything, the promoters have to PUSH the product: make it known and get the word out. Eventually, the public demands the product and you enter the PULL stage: people want to buy your product because the public now demands it.
I’m not getting into the laser debate, but clearly the internet has successfully spread the “good word” about the REAL “Gold Standard” in permanent hair removal … electrolysis. The public is LOOKING for our treatment; they are unquenchable in their desire for information (Hairtell posters) and are getting pretty savvy about making their own decisions. We are in a PULL environment now!
Right now, this week, there is a client flying from California to New York for treatmnt AND a client flying from New York to see me in California. I hope you can see the irony in this event. Still, each client DID make the correct decision based on what he wants to achieve. I support both of them and they will both get the results they are looking for. But this event clearly illustrates the power of the internet and the very new “PULL” environment we have entered. (I think the guys should wave to each other as their airplanes fly over the Mississippi.)
The question: what do we do now in a PULL environment that is here as big as life? My first recommendation is to follow all the ideas of Jossie. I would add that we now have a “sacred” duty to provide honest valid information to the best of our ability. The internet, as you know, has a TON of misinformation and some people are “trying to out-do” the competition. My “by-word” is to never say anything negative about any other electrologist (yes, sometimes I have to bite my tongue). But negativity has a way of spreading faster than good news and it hurts all of us — even YOU.
Anyway, I’ve just begun to think about our “new environment.” It really is exciting! It’s worth some contemplation.