Yesterday was the first time I “went out” since September. I gave up a majority of my partying and fun because I noticed that every time I went out most people only wanted to talk B.S., or Bullshit for short, instead of talking some real business. Me and some of my closest friends are at a point where we’re fed up with the nonsense, and would rather spend time making money or establishing helpful organizations for our communities. The only reason I went out last night was to keep myself sane. Still I found myself in a similar position where most people just wanted to have fun and talk dumbshit. Luckily I ran into a homie I hadn’t seen in a hot minute.
I got to talking with the homie and eventually our conversation made it’s way to business. I was so happy that I went out last night because I found out the homie has connections with a clothing company. I never would have thought this dude had anything to do with a clothing brand, but I guess you should never judge anyone before talking with them. I felt as if I had been placed in that situation for a reason, as if the Lord wanted me to be there to make this business connection. This is how all parties, social events and outings should be, a combination of fun and business.
I recently read an article about a young businessman who has worked with several CEOs, including Oprah. One characteristic he noticed about all of these business leaders was that no matter where they were (a party, charity fundraiser, or vacationing in Europe while relaxing in an exotic swimming pool) they always took time to discuss business. These business conversations may only seem like casual exchanges of skeletal business ideas. In reality these are groups of leaders who always think a billion steps ahead of the competition, as they plot their next power moves over dinner. It doesn’t matter whether the conversation is business, politics, community and the like. It only matters that the conversation leads to productivity, as opposed to consumption.
I agree. It’s okay to have fun, but you must surround yourself with the “right,” fun people who also want to accomplish big goals. You can have your cake and eat it to, so to speak.
One of my favorite Mobb Deep quotes that solidifies what’s been on my mind lately.
Too many young people waste their time doing stupid shit, instead of being productive. I heard someone say that it takes about 10,000 hours, or roughly five years of your life in order to master the basics of the film industry. This is in addition to any school training you received. I tend to think this applies to most professions.
If you’re not willing to work hard while your friends are out having fun, going out, dating, getting married and having children, then you will never achieve greatness. If you can avoid all this, stay focused and make it out of your twenties still sane, then you’ll be rich beyond your wildest dreams. Rich in money, rich in power, rich in love, rich in family, rich in success. Like Mobb Deep says, “In Broad Daylight, Get Right” early on in life, so you don’t have to struggle later.
So Fuck My Twenties, I Have My Entire Life To Think About
Yesterday this young man said to me:
“If you don’t mind me asking, why are you dressed so classy?”
I said “Because this is the profession I strive for.”
He said “What’s that?”
I simply responded “Fashion”
He got the point. Dress for the profession you want in life, EVERYDAY, NO EXCUSES!
YOU WANNA BE A BOSS, DRESS LIKE ONE!
I see too many young men showing up to interviews, inquiring about jobs, and attending social events dressed like slobs. It’s a shame. The way you dress can mean the difference between you getting the job or client you want vs. failure.
More importantly than looks are ideas. We need to start thinking outside the box, educating ourselves more and experiencing environments outside our hometowns. It was obvious that the gentleman who asked me about my wardrobe had not been to Hollywood much, or was never told how to dress for success.
Hopefully I inspired him to dress for the boss he wants to be
I recently finished reading “Ogilvy On Advertising” by advertising genius David Ogilvy. This book is one of the best advertising books I have ever read. It’s straight forward as Ogilvy details what the industry did wrong, what should have been done, and how advertising should be conducted.
The context of this book and the research Ogilvy mentions are mostly outdated, giving people an excuse to dismiss this book. However, many of the basic ideas mentioned in this book still apply today.
Copy is still easily read in a serif font, with black type on a white background
This is most useful for magazine and other print ads. Serif fonts, like Times New Roman, are the easiest to read for most people. Many young marketing professionals try to be different by using a sans-serif font, not realizing that this is hard to read and therefore lowers the chances of making a sale.
If you don’t already know what serifs are, Wikipedia gives a good definition: “In typography, serifs are semi-structural details on the ends of some of the strokes that make up letters and symbols. A typeface with serifs is called a serif typeface (or serifed typeface).”
For print, serif fonts are easier to read than sans serif fonts.
It now frustrates me when I see white type on a black background. Or worse, when type is set on top of the ad’s picture. It is clearly hard to read. Your better having your copy set in a black color, on top of a completely white background. Don’t forget to use 11 point font.
The research is still mixed on these issues, but from what I’ve seen this seems to hold true for print advertising read by people with good vision. However, since computer screens effect the readability of font, sans serif is easier to read on a computer screen.
Please, I insist you do your own research. The suggestions here may not be effective for your market and ad campaign. Every campaign is different!
Direct Mail Marketing is still highly successful!
Please watch this video. Again, the context of the information may seem outdated, but the basic principles still apply to today’s advertising world.
Many great companies are still going strong today utilizing the direct mail concept, AVON and Mary Kay being just a few examples. This concept of making contact with your target market directly and knowing exactly what they buy can be applied to the new internet age.
When you make an online purchase and use credit cards, these companies know exactly what you’re buying, at what time of the year, for what price, etc. All of this is used to determine your buying habits, so advertising for products you would normally buy is delivered to you to make you buy more of those products.
Smart, highly focused targeting, with no wasteful spending, and saves money!
The same principle has evolved with the introduction of facebook within the last decade. A company can see who “likes” what, what music they listen too or post, what their ethnicity is, where they vacation, etc. All this information can then be used to produce ads specifically tailored to your tastes and interests. Japan executes this concept wonderfully!
Japan’s Facial Recognition
While in its early stages, facial recognition is already making progress in Japan. Cameras pick-up on facial expressions of people passing by, and producing a corresponding ad based on that persons facial expression.
This camera technology will eventually be able to recognize your face, identifying exactly who you are, immediately collecting your saved information (i.e. buying habits, likes, dislikes) from a database. A computer will then produce an ad or recommendation tailored specifically for you.
Watch this great video on one of these technologies:
Effective Ads vs. Creative Ads
Ogilvy stresses understanding the difference between effective ads and creative ads, which could be the difference between good and bad advertising. An ad’s main goal is to sell a product, not win an award for creativity.
If someone can create an ad that is creative and produces effective sales, then that ad is a success. It’s knowing how far one can take creativity without hurting sales.
Do your research!
Parting Thoughts
Business professionals should read this book. It may seem boring at times, but it is well worth the read. I would not, however, base my entire ad campaign on this book. Instead, use this book as a base on which to build your advertising knowledge. Constantly update your information based on modern day research tailored to your specific target market.
This past Thursday in Riverside, CA was a night for young fashionistas and professionals to mingle, socialize, and share their vision for fashion. I was not able to attend this Social Mixer, but here is a link to a beautiful article on the event: http://www.socialculture.com/articledetail.php?aid=czoyOiI4NiI7
I was watching a runway video on youtube and I came across this comment that was very honest:
“im a designer and a model coach – the secret behind all of this bullshit is:
CONFIDENCE!!
you have to bring from the inside before you can bring it from the outside.”
As I was reading this I was thinking about all the models that pay top-dollar and invest loads of time to learn how to walk for the runway, when really the secret to runway success is one’s own confidence. Such a simple answer that can be found within yourself, and no where else. It’s true a model may have to understand how to walk properly, but this still does not make up for any lack of confidence or uniqueness in one’s walk.
When you think about some of the best runway models from the 70’s and prior, many of them didn’t have models to look up to or didn’t bother taking modeling classes. In fact, some have said their classes were watching actresses in classic films and mimicking these actresses movements. Maybe that’s why those women had such a charismatic aura about themselves when they hit the catwalk, a charisma I feel has disappeared today. Why? This isn’t easy to answer, but it may be partly due to the systemization of the modeling industry. You take classes that you pay for, you think they will provide you with everything you need to know about modeling or runway, and when you finish you go on your merry way to get the best jobs in the industry. But of course this isn’t the case in the real world, not with any profession. This A-B-C way of thinking is very linear, and we forget about the space below and above the line. It is here in this space where you will find that extra something to not only make you a great model, but one of the best in the business. So don’t be afraid to step into that unknown space.
If you’re an aspiring model or model in the making I suggest that you take the time to work on improving any characteristics you feel are making you emotionally weak or unsure about yourself. Only when you have become comfortable with your body image and emotions can you be fully confident on the runway or in any modeling gig. Finally, and I am saying this with all seriousness, watch and study classic films. Take note of how the actors express themselves through exaggerated body language. On the one hand, exaggerated acting makes a film seem less realistic and almost corny, but it’s acting…it’s not meant to be realistic. Remember that any form of entertainment is escapism that helps people relax from the stress of the real world.
If you can incorporate this strong, expressive emotion in your body while walking, it almost takes your viewers to a whole new world where they imagine that they are “you” wearing that gorgeous piece of clothing. Confident, unique expression is what turns a Model into a “Best Super Model.”
BOTC’s “Fashion’s Night Out” in Downtown Riverside, California was fun and cool, but I have something to say before I continue. First I’d like to apologize to the lovely ladies of BOTC. You’re never suppose to show up late to fashion events your invited to, but I did LOLZ. However, it wasn’t without good reason. Earlier that same evening I was at another historic event, the Welcome Reception for Dr. Tomás Morales, Cal State University San Bernardino’s newest and I believe first Latino President. I was looking extra Chicano that evening, as I had ran out of hair gel and was forced to use vaseline to hold my hair in place. I hadn’t used any greasy hair products for ten years up to that point. Now it will take a week for me to get this greasiness out my head. I can still feel the grease right now…
Anyway, as I was saying earlier, BOTC’s “Fashion’s Night Out” was an awesome event. Taking place at the Crescent Jewell Restaurant in Riverside, CA, with plenty of fashionistas, designers, stylists, and all of those who have made fashion an important part of their lives. When I walked in I could feel a mist of love and compassion, everyone was here because they truly love and can appreciate the artistic qualities of clothing. The music was right, there were smiles everywhere, and the models were looking lovely. Shout out to everyone that made this event the hottest in Riverside: Sherifah Jefferson, Brittney Daniels, Jessie J, Mr. Bradshaw, K’Sandra, DJ RUDE BOY, all the models, and all the other hotness and cool people there.
I can’t speak on the other collections because I didn’t see them, but I do have to highlight Jessie J Collections. He had one sparkly, black dress in his collection, may have been sequined, with shiny bronze lines that seemed to outline the model’s body as she moved across the runway. Another model had a red jacket and pants that were both lined with a black trim. The piece immediately reminded me of a meshing between a formal tuxedo style suit, and Michael Jackson’s infamous Thriller outfit. Just amazing. To top it off it was shiny and silky. I am one of the biggest fans of silk because it can make anyone standout effortlessly. Those were some of the most gorgeous pieces I had seen in a long time, and I wish Jessie J nothing but success with his collection. Visit his website here: http://www.jessejcollections.com/index.html
Another highlight was a pair of glistening heels by Shoe Girls Love. My sister fell in love with them when she saw them: Bright Pink, if I remember correctly, with little rhinestones that looked as if they were intricately placed by hand one at a time. These are so different then any type of glitter heels you find at the mall and definitely worth the money. You may visit their website here: http://www.shoesgirlslove.com/default.asp.
Pop Star K’Sandra also hit the stage and performed her single “Finger On The Trigger.” This performance was interesting, as K’Sandra and her performers started their performance in the middle of the crowd. I was surprised at first because I thought they were just a group of people trying to get through the crowd, then they started dancing in front of me as soon as the music dropped. In the words of my sister at that moment “I’m f@#$ing confused.” The performance was none the less well choreographed and energetic.
I had my sister on standby taking photos during the last runway shows. You can see some of the photos she took below. You may also visit our tumblr page here: http://freshclinic.tumblr.com/, and share the photos there if you’d like. I’m not gonna lie though…we need a better camera.
I missed out on a lot, but next time I’ll make sure to get my behind there on time. I am looking forward to BOTC’s next event and I know it will be da shiznit.
I received some brand new business cards in the mail today to make it easier for me to exchange contact information when I am talking to other business people, professionals, employers, or potential customers. I can’t stress enough how important it is to have business cards in order to make yourself standout and look professional in this rough economy. It surprises me when I meet other young business people such as myself who are looking for employment and/or call themselves professionals, yet they do not have a simple business card. How do you expect to compete among the countless other Business School graduates in this country and around the world without this simple and easy to make tool. In fact, it doesn’t matter what you studied in college or what professional field you are working in, YOU NEED BUSINESS CARDS…PERIOD! So I am suggesting that if you do not have business cards, make some!
freshcliniclife.com 