My inner girlie-girl wanted to come out and play. Here are ten fashion rules reinterpreted for the world of marketing. Let's test your catwalk savvy.
1. It's about the whole package: Nothing ruins a great outfit like a pair of bad shoes. Your marketing is only as good as its weakest link. Your kick ass social media campaign will fall flat if it links to a dowdy Web site that hasn't been updated in over a decade. To create the best impression, you have to integrate and coordinate your marketing across all media.
2. It's about the details: When you're putting yourself together, details matter. Combining just the right accessory with a smashing outfit can make a big difference. In marketing, the little things can make a huge impression on your customers. Small niceties, extra special customer care, a highly intuitive ordering process - spit and polishing all these little pieces of your business is well worth the effort.
3. Accentuate your best assets & minimize those trouble spots: No one is perfect. Sometimes the solution is a plunging neckline, sometimes it's vertical stripes, and sometimes it's an amazing accessory that diverts attention from a less-than-perfect figure. Know your strengths and weaknesses, and then use them to your best advantage.
4. A knockoff is a knockoff is a knockoff: Nothing shatters the illusion of good taste like an inauthentic piece. Don't get caught with your knickers down. Never say you're something you're not - especially in the land of social media.
5. Just because it's on sale doesn't mean you should buy it: I know they were a really, really great deal; but that still doesn't mean that three-inch chartreuse pumps with embossed flames on them are a good idea. Ever. Think hard before shopping for your marketing needs in the bargain basement. You might just get what you paid for.
6. Dress your age: Fashion may be all about fantasy, but there are certain realities that you need to consider. Most people do not want to see women of a certain age (who are not Tina Turner) sporting fringed micro miniskirts. People also shy away from mature companies trying to do the young-and-hip thing. If you are young and hip, go for it, otherwise it's just sad.
7. Trends are for lemmings: If all your friends jumped off a cliff, would you? We hate to admit it, but mom was right. Marketers are notorious for drinking their own Kool-aid and then talking incessantly about the bouquet, palate, and woody undertones. Unless you have a very compelling reason to jump on board, steer clear of bandwagons ... and cliffs.
8. Classics are classics for a reason: On the other hand, you should pay close attention to the classics. This isn't to say you should pull out your ripped sweatshirt and Members Only jackets (please, don't!). Classics became classics because they work. They keep coming back because savvy fashionistas know how to reinterpret them for the times. Study the "bones" of a perennially successful marketing tactic and then reinvent it using today's tools and technology.
9. Does this make me look fat? Sometimes, even the most stylish of us can lose sight of what's working and what's not. It's ok to ask for a second opinion. Engage people with fresh perspective (freelancers, your customers, the janitor) to help assess your marketing. Just make sure that you're prepared to act on the insights they provide - otherwise, you'll just get a lot of, "Of course not, dear."
10. Attitude counts: Every true diva knows that it's not what you're wearing but how you wear it that really matters. You don't need to spend a ton of money to look like a million bucks, but you do need to back up your fashion statement by walking the walk. Remember, no matter how fabulous the package looks, it's got to be able to deliver the goods or the whole thing falls apart. Make that grand entrance, but be sure you've got what it takes to wow them in the long term.
Share your fashion tips below. Don't be stingy - we all want to look good!
Image: Le Fay