It was great to listen to you speak during the “Powering Your Legacy Through Business Success” panel at the NAWBO/AWBC National Conference in Washington DC. Your presentation was very inspiring!

Could you please tell us about your background prior to starting Dermalogica and The International Dermal Institute?

Jane Wurwand

JW. First came The International Dermal Institute, then Dermalogica, the skin care brand. Most of my 30-year career has been spent developing and expanding these two brands, and more recently our third brand, CLEAN START by Dermalogica, our much-imitated line for teens. In fact, I began in this industry when I was 13 myself, working as what is called a Saturday Girl in Britain, sweeping up hair-cuttings from the floor of the local salon. Just a couple of years later, I worked as a makeup artist for the legendary Mary Quant in London, which was very exciting and glamorous. But once I got my hands into professional skin care, versus beauty, I knew there was no turning back.

EB. How did you spot the opportunity to start your business?

JW. It began with the school, The International Dermal Institute (IDI), which is now acknowledged around the world as the gold-standard for advanced education among skin therapists. Quite honestly, it didn’t take much to spot the opportunity, or rather the crying need. I had come to Los Angeles from my native UK, by way of South Africa, where I was working with Takara-Belmont.  And I was immediately struck by the disparity between the training that the American skin therapists received in contrast to their British and European counterparts. These were people who had received a license and were working. So, I created the IDI. As soon as I began teaching our advanced skin care program, I was struck that there were no products which were suitable for our curriculum. All of the professional skin care lines at that time were packed with artificial colors, fragrances, petroleum ingredients, lanolin, S.D . alcohol, all bad for the skin. Again, if the opportunity had been a snake, it would have bitten me. We did not have to look far, or engage in much soul-searching. It was obvious what needed to be done. So we did it.

EB. How did any outside advisors make a difference in your companies?

JW. Outside advisors made a difference when we were starting, because they flatly told us that we were crazy, that what I wanted to do was impossible, and that we may as well give it up and get a job. Every prominent cosmetic chemist in Los Angeles at the time told me that the criteria for Dermalogica’s formulation—excluding all of those irritants I discussed earlier—could not be done. Well, I’m an Aries. “No way!” was all that I needed to hear.

EB. That’s right, I’m an Aries as well! What were the most difficult challenges you faced as your businesses started to grow nationally and internationally?

JW. The most difficult challenge for the brand has been to keep the vision pure. We are continually approached with offers to diversify into areas like makeup and hair care, for instance. We did consider doing a baby or children’s line. But really, the sweet spot in our market is what I call the “peak” woman who is peaking professionally, financially and personally, in her early 30s through her late 40s. Our brand speaks to many people, but this is really where we find the greatest resonance. Peak skin care, peak performance for the peak of life. It’s easy to get distracted—for instance, we eliminated our self-tanner several years ago, because I believe that even a faux-tan sends an unhealthy message. But we have successfully kept our focus upon delivering great results based on professional prescription.

EB. Could you tell us about your businesses and their products/services?

JW. We are an educational company which manufactures great professional skin care products. Our postgraduate education curriculum offered through IDI, is a must for every professional. It’s how the skin therapist stays in touch, and I mean that literally, not so much with trends, but with new product technologies and marketing strategies which keep our industry vibrant. We also offer the strongest education to the businesses which support our brand and carry our products in 51 countries around the world. The Dermalogica products speak for themselves. We create products which truly become a lifestyle, and this explains our passionate following around the world.

EB. During your presentation in DC, you mentioned the work of your Foundation in the U.S. and overseas, how is it empowering women and children? And how can people learn more about it?

Elisa Balabram and Jane Wurwand in DC. Photo by Kristina A. Block

JW. The Dermalogica Foundation is our way of reaching out to women everywhere, and you can see what we’re up to via our website, www.dermalogica.com. What is unique about the skin care industry is that it is almost entirely owned and supported by women. 98% of all Skin Therapists are women.

Skin care is powerful for women on so many levels. First, a woman can become proficient and earn her license in a relatively short time. And she can establish her own business with a comparatively small capital investment.  Professional skin care makes financial independence accessible with even the leanest, most scant of resources.   Skin care is also so important because it relies upon human touch. Touch is personally and globally healing, and women are the ones to carry this hands-on healing to the world.

In 2010, to celebrate the 25^th anniversary of Dermalogica’s founding, The Dermalogica Foundation will launch a women’s initiative where we will award 25,000 microloans, to women around the world. Not all of the businesses which will be created with these microloans will be skin care businesses, but the initiative demonstrates our commitment to bringing women into a position of autonomy through entrepreneurship.

EB. A microloan can make a huge difference! The theme of this month’s issue of WomenandBiz.com is “What Really Matters”. What is the most important reason to be in business in your opinion?

JW. Feeling connected to something larger than just your paycheck, ironically, is the best reason to be in business. What really matters, and the most important reason to be in business is, beyond providing for yourself and your family, to join a community, or create a new community.

Alienation and loneliness is a withering fact of modern life. Working with your hands and touching human skin every day is becoming a rare experience. I feel lucky to have found my way into my profession so immediately in my own career.  I’m always looking for ways to build connection and communication into profitability, because this places a product or service into the realm of becoming meaningful and relevant.

All of the greatest brands, from Apple to Harley-Davidson, understand this idea of connecting with something larger, something emotional, authentic, intimate, and highly personal. Some higher purpose permeates every expression of their being. These companies now are known as “lovemarks”, versus mere brands, and they inspire a customer-loyalty which borders on passionate devotion.

EB. What advice would you give an aspiring entrepreneur?

JW. My advice is this: make sure that you really ARE an entrepreneur. It’s a little bit like saying you want to be a writer. Are you sure? Entrepreneurs, like artists, must be willing to endure discomfort, disappointment, and lots of ambiguity. The paychecks aren’t as steady as a 9-to-5, certainly in the beginning. You will have sleepless nights. Working for someone else is much, much easier, unless you’re the sort of person who would rather die than do the same thing every day. You have to have a generous attitude toward risk, and a wide streak of optimism. You also have to be willing to smile politely and walk away when people try to talk you out of it.

EB. Are there any other questions you wished I had asked, from which you feel Women and Biz’s readers could learn valuable lessons?

JW. Just this: tough times are actually great for entrepreneurs. In essence, all bets are off. All of those smart people who had the really “good” jobs—I don’t mean for the air-quotes to seem snarky—are out of work along with millions of less conventional achievers. So, although banks aren’t lending generously at the moment, there has never been a better time to decide to pursue whatever it is that feeds your blood, as the expression goes. If not now, when?

EB. Thank you and Congratulations on the upcoming opening of the Dermalogica Academy in New York, NY.

For more information about Jane Wurwand and her businesses, please visit www.dermalogica.com.

It is a great pleasure to interview you and learn more about your entrepreneurial journey and your business Absolute Style and Beauty.

Could you share your background before starting your business? What was your education and professional experience?

Tayelor Kennedy

I actually started my business on a part-time basis before I went to college.  I have an MBA and I worked in the financial and insurance industry for a while.

When did you know you wanted to be an entrepreneur?

Since I was 5.  At 5 I worked in my Aunt’s corner store.  I also had a lemonade stand. I come from a family of business owners.  In addition to holding down full-time careers, my parents and several of my aunts, uncles, and cousins all have businesses.  

Did you have a start-up business plan of any kind? Please tell us about it. No,

I jumped right in without any idea of what I was in for.  I made a ton of mistakes with regard to marketing, and the biggest mistake is, I didn’t document my process and my financials were a mess.

How did any outside advisors make a difference in your company?

Working with a coach, I developed a business plan that really mapped out where I want to take the business.  Having a business coach keeps me on track and moving.  Which is great because I know that I am accountable to complete the agreed upon action before our next meeting.  And,  if I fail to follow through, my coach will call me on it.

Tell us about your business as a beauty and lifestyle consultant and as a make-up artist.

Absolute Style and Beauty is a full service lifestyle consulting company.  I provide, personal and professional image rebranding, personal shopping, closet audits, and make-up services.  I work with our clients so that they live the most stylish and beautiful life that they can imagine.  Whether I am hired to assist with home redecoration, shopping for that perfect dress to wear to on a first date, or to their wedding, I promise to provide a unique, and personal experience.

Who is your ideal client?

I work with women that are ready and looking to express more fun, and authenticity in their life, and ready to take the necessary steps to make that happen.

How do you balance it all?

I have a daily plan.  It’s imperative that I map my days out in as much detail as possible.  I get plenty of exercise, eat good whole food, and go to bed at a decent hour most nights.

What are your plans for the future?

At the moment I am concentrating on my book: Absolute Style and Beauty that is coming out later this year.

Good luck with your book, and please let us know when it comes out. What do you consider most rewarding as an entrepreneur?

First, I’d have to say that it is knowing that I achieved my dream of being an entrepreneur.  Second, is knowing that I do work that is meaningful not only to me, but that I made a difference in someone’s life.

This issue’s theme is “Show leadership through your social media presence”, could you share how using social media has made a difference in your venture?

Social media allows me to stay abreast of what my industry is doing and what my clients, potential clients are talking about.  In addition, it allows me to directly interact with them.  It’s a nice tool to develop professional relationships, and meet potential clients.  I meet people that live in Canada, or the UK that will refer clients just because of the relationship that’s developed as a result of using ning, twitter, linkedin and other social media outlets.  But the key is, participation.  That’s why it’s called “social media”.

What advice would you give an aspiring entrepreneur?

First, I’d suggest doing a lot of research on the type of business they are interested in to make sure there is a market for the service or product.  Next, create a business plan. It’s very important to build a solid foundation so that the business will grow, and be profitable.  Lastly, hire a business coach.  Hire someone that has no emotional ties to you.  This way, the support that you’re receiving is clear and objective.  And, you’ll be more apt to keep your commitment to produce your vision.

How can people find out more about you?

They can visit, http://absolutestyleandbeauty.wordpress.com, for contact information, and to view the list of all of the services that I offer, and follow me on Twitter at http://www.twitter.com/tayelorkennedy.

Could you share with us your experience prior to becoming an entrepreneur?
I spent over twenty years in the corporate world at companies such as JC Penney, Avon, AT&T, Lucent and Johnson and Johnson. I’ve changed careers a few times. When I started out I worked in the garment district in NYC, and then worked as a copywriter. I changed careers and became a computer programmer and business analyst. I’ve always been willing to make career changes when I wanted to try something new.

How did you spot the opportunity to start your business?
I’d been planning to start a business for years. In fact, I wanted to start a business after high school graduation. Unfortunately at that time being an entrepreneur was not the norm. Instead I was encouraged to either become a doctor, lawyer or get a good job and a pension.

It took decades in the corporate world before I decided that I had to make a major change in what I was doing. So, I decided to start a freelance writing business. Unfortunately once I started to get that going, the housing crisis hit and the economy started going downhill. I realized that I would have to add some other revenue streams.

So, I took an introduction to coaching class at Coach U and decided to register for their Core Essentials program. Though I hadn’t planned to go into coaching when I started, I realize now that it was an excellent choice for me. I think that a lot of people start businesses because they see a need for something. Others end up falling into it because they start with one idea, then they’re led to another type of thing entirely.

I’m a creative person and my business has evolved along with me. Recently I’ve added speaking and training to my services. I realize that I don’t like spending so much time working alone on my laptop, so I’m looking forward to going out and working with groups. Though I started out doing freelance writing, these days most of my writing is done to market my business and my new book.

How did any outside advisors make a difference in your company?
That’s a good question! Actually looking back I think that I probably relied too much on the opinion of outside advisors. When you don’t know enough, you can end up listening to people who sound credible, but they really don’t have the knowledge that you need. Unfortunately you may not find that out until your own knowledge has increased, and then you discover that perhaps they weren’t the experts that you thought they were.

I’ve been fortunate though to have worked with a few great coaches – which is what prompted me to take training to become a coach! They have made a big difference in my life because they were very supportive and honest about what is needed in order to build a business. I find that there is a lot of misinformation out there and a lot of “experts” are downplaying the work that is really involved.

You have to be very discerning about who you choose as a mentor. It will take a lot of work and commitment to get things going. In my opinion, building a business can’t be condensed down to a “quick and easy” set of steps.

What do you consider the most difficult challenges you face as a woman business owner, and how do you overcome them?
I think a big challenge has been being a home-based business you aren’t given the same respect. When people hear “home-based” they think it can’t really be that serious.
To be honest, any challenges that I might encounter as a woman business owner pale in comparison to my challenges as a woman in corporate America. In that environment I was always frustrated by the lack of opportunity for advancement. Perhaps because I am home based I’m not encountering the same obstacles some other women encounter while building a business. I can’t say that I feel restricted in any way.

Tell us about your business and the products and services it provides:
When I started out in coaching I called my business, Deb Bailey Coaching, and now it’s evolved into DBC Communications. It’s not just about coaching, but also includes training, speaking and my internet radio show, “Women Entrepreneurs – The Secrets of Success.” I define myself as an author, career expert and speaker, and I have to admit that it’s hard for me to narrow down my services. As a right-brained person I have so many things that I enjoy doing, it’s hard to narrow it down.

Later in the summer I’ll be working with Middlesex County College in NJ to provide training in business writing and customer service to businesses. I also speak on topics such as how to move from employee to entrepreneur, and how employees can use entrepreneurial thinking in their jobs. Recently I started providing a service for entrepreneurs who want help with writing books to promote their businesses.

What I really want is to help people with personal development so that they can align their skills and desires with their careers and businesses. I also want to do my part to promote women entrepreneurs because I don’t think we get enough attention in the mainstream media. That’s why I started my radio show. I wanted to give women entrepreneurs a place to talk about their businesses and inspire other entrepreneurs-to-be.

What inspired you to write: “Think Like an Entrepreneur: Transforming Your Career and Getting Control of Your Life”?
I wanted to share my experiences transitioning from employee to entrepreneur. There’s an emotional and mental transition that has to happen and that is rarely mentioned in the “how to” books. Work is changing and people can no longer expect to be employed for life at one company. In the book I wanted to show that employed professionals can change their thinking and take control of their careers. So many people are stuck thinking that the company dictates their career and that they’re powerless.

As an entrepreneur I learned that I had to adapt certain traits in order to survive. I couldn’t just sit and wait to be told what to do, or let my future be decided by a manager. I had to take charge of my own destiny and make my own decisions. When I thought about it, I realized that employees could use those traits and apply them to managing their careers.

Who should read this book?
This book is geared towards employees; however entrepreneurs can also get a lot out of it. In fact I’ve had great reviews from entrepreneurs, so they obviously feel that they got some good information!  Anyone who wants to shift their thinking and make changes in their professional and personal life will get something out of the book. I’ve included my personal story of transitioning from corporate and provided a lot of motivation for those going through similar changes.

What advice would you give an aspiring entrepreneur?
Do a lot of research before you begin. Determine your target market, figure out how much money you’ll need and be as realistic as possible about it. You will have to invest time and money in your venture if you want it to succeed. You must also believe in your vision and stay focused on bringing it to life. It’s important that people understand that there will be sacrifices required, at least at first. You’ll have to devote a lot of energy to your business idea. Don’t expect it all to fall together without major effort on your part.

This issue’s theme is “Show leadership through your social media presence”, could you share how using social media has made a difference in your venture?
My radio show has been a major part of my social media presence. Through it I’ve met and interviewed over 100 entrepreneurs, and many of them have remained part of my network. I recently was invited to join a small group of bloggers for an interview with First Lady of California, Maria Shriver. She started an ice cream company with her brother and they’ll be using a portion of the revenues to support Special Olympics (which was founded by Maria’s mother).  My invitation to participate in that interview came from my having the radio show.

I also have a Facebook fan page and I’m active on Twitter, so I’ve been involved in various social media tools. However, it is all too easy to spend a lot of time on social media without having any real focus. It’s easy to get caught up in numbers of followers and friends. If you’re on social media all day but have no sales, then perhaps your focus is in the wrong place. You need to have a strategy in order for it to be meaningful.

WOW, that’s amazing, congratulations! What are your plans for the future?
I’m about to start on another book, a novel this time. Ultimately I’d like to present workshops based on the concepts in my book, “Think Like an Entrepreneur” and do a lot more speaking on topics that will help people to grow and bring out their best skills and abilities. I’d really like to be a part of helping people to make positive changes in their lives. As long as I’m doing that, I’ll feel that I’m living my own purpose.

Are there any other questions you wished I had asked, from which you feel Women and Biz’s readers could learn valuable lessons?
I can’t think of any particular questions because we’ve covered a lot of information here that I hope will be very helpful. In addition I want to say that Women and Biz is a terrific resource for business owners, and I am excited and honored that you invited me to contribute.

For more information, please visit: http://www.dbaileycoach.com

Due to my schedule, it may take me 24 hours to respond to emails, but I do make a point to respond to all non-spam comments, and messages I receive. Like you probably do too, I receive hundreds of emails daily, and if I don’t respond as soon as I read a message, I may forget and never respond.

To be honest, I’m not a master of sending hand-written thank you letters, but I do send thank you emails when:

• Writers feature me or my website on their blog;
• Someone responds to a comment I made on their website;
• A guest writer contributes to WomenandBiz.com;
• A guest speaker presents at one of our events;
• I receive an inquiry or comments about my websites;
• I am helped in any way.

Is it too much to ask for people to send a quick and simple email thank you, acknowledging that  they received your response, or showing appreciation for something you’ve done? It has been harder for me to believe that it is not, as I notice that less people are acknowledging they received my messages or responses to their inquiries. But there is always hope! Every now and then I’m surprised by someone who actually sends me a hand-written thank you note, or a kind thank you email message.

I take this opportunity to thank you for reading WomenandBiz.com, and invite you to continue reading and posting comments, as we celebrate 7 years in September, thanks to you and to all our guest writers!

Thank you for reading this article,

Elisa Balabram

Here are a few ways to do it:

• Take time off from running your business to do something special for yourself, get a massage, go to the hair/nail salon, read a book, meditate, practice yoga, go to the movies.
• Write an appreciation letter addressed to you, and list all the things you are proud of about yourself, and thank yourself for being who you are.
• Pick up a book that you love, and write a message to yourself in the first page, as if the author had autographed it, or a friend wrote a note to you. While I was on the journey to write my first book: “Ask Others, Trust Yourself”, I read many books on writing and on being an author. I wrote to myself in the first page of the book “Bird by Bird: Some Instructions on Writing and Life”, by Anne Lamott: Dear Elisa, You are an amazing and successful writer. All the best, Elisa
• Buy yourself some flowers. Stop by a flower shop and choose a beautiful bouquet for yourself.
• Type phrases of appreciation, and post them where you can see them often.
• Cook and eat your favorite meal.
• Spend quality time with family and friends.
• Add something special to YOU to this list!

I’d love to learn about how you show appreciation, feel free to post comments below.

I appreciate you as a reader of WomenandBiz.com and thank you for reading this article.

Elisa Balabram, Founder and Editor

WomenandBiz.com

Five small businesses will be recognized for their best practices and accomplishments in the following areas: Customer Service, Green Business, Human Resources & Leadership, Marketing & Sales, and Technology. New for 2010, the “Best of the Year Awards” will be awarded in the following categories: Social Responsibility Program of the Year, International Operations Program of the Year, Non Profit of the Year and Diverse Supplier of the Year.

Nominations are available at www.thesmallbizawards.com.

I attended American University in Washington D.C. and completed both a

Carolyn Newman

Bachelors of Arts in Political Science and Communications in 1985 and a Masters Degree in Public Administration in 1987.   I have happily worked in the non-profit sector for 22 years, primarily for Jewish organizations.  I was a Vice President for the Jewish Federation of Broward County, Director of Development for the Jewish Community Foundation of Broward County, Miami Regional Director for the American Israel Public Affairs Committee (AIPAC) and Florida Foundation Director for AIPAC.

I retired in April of 2006 after my mother’s passing 5 months earlier from Breast Cancer.   One month after retirement, I was diagnosed with Stage 3 Breast Cancer.

Warrior Wear Inc.

What inspired you to start your own business?

After completion of 6 months of chemotherapy, a 13-hour surgical mastectomy and reconstruction, radiation and severe shoulder issues, I became a warrior on a mission to educate women about risk reduction and living a healthier life, mind body and spirit.  One year after diagnosis I had to summon my warrior mode yet again as I got lymphedema, chronic swelling in my arm as a result of surgical removal and radiation of my lymph nodes

Did you want to have partners or do it solo? Why?

I needed to summon my Warrior mode and it was my girlfriends and now business partners, Lauren Aron and Jolene Paul who convinced me to do something about my ugly compression sleeve that I had to wear every day.

I needed to cover them and Jolene designed protective yet fashionable covers for my compression sleeves.  I wore them to all my speeches and even in my yoga classes. I felt confident, sexy and I didn’t feel like a cancer patient with lymphedema.

Lauren, Jolene and I started Warrior Wear, Inc. to produce Arm Candy, protective, fashion wear for compression sleeves.   As far as we know, we are the only company to manufacture covers for compression sleeves and we now sell Arm Candy to wholesale Durable Medical Equipment companies, Recovery Boutiques, Amazon.com, internet companies and lymphedema therapists in the U.S., Canada, Great Britain and the Ukraine.

How have any outside advisors made a difference in your company?

Many people have inspired us and have helped us grow Warrior Wear, Inc.  We have relied on lymphedema therapists to help us with design that doesn’t compromise the medical compression and the kindness of doctors and fabric manufacturers to assist us in providing the best product possible.  Our biggest inspiration comes from women like me who want to feel sexy and look good even with lymphedema.  They are truly our heroes.

Tell us about Warrior Wear Inc. and its mission.

We believe that you have to make the best of every situation.
That’s why we started Warrior Wear, Inc.  Our goal is to provide quality fashion products for women who are undergoing treatment for cancer and/or are survivors and have lymphedema.

We pride ourselves on providing customers with the best quality products and personal service. You can order from us using our online catalog, order over the phone, or visit one of the retail locations that carry our products.

What were the most difficult challenges you faced as a business owner?

Every business owner has a unique set of circumstances for starting their business.  Ours was to help women like me.  Our challenge is recognizing that Arm Candy is in demand and in order for us to continue, we need to make tough decisions regarding the expansion of our line, as well as creating and marketing new products that we will launch this year.  We have to decide where to allocate our profits and where it would be the best utilized for our customers.  30 % of women who had breast cancer will get lymphedema and it can strike at any time.  There is no cure and women like me want something better than what the market offers.  Our biggest challenge is marketing Arm Candy and educating women on how to lower their risk of lymphedema.

What are your plans for the future?

Warrior Wear, Inc. is testing new products for breast cancer survivors and those currently in treatment.

What do you find most rewarding as a business owner?

There is nothing more rewarding than seeing your product on store shelves and on the biggest internet sites in the world.  Knowing that you have created something others want and need is pure satisfaction.

Your journey is really inspiring, and you are a true warrior. What advice would you give someone, going through difficult personal challenges, who wants to start a business?

Winston Churchill wrote.  A pessimist sees the difficulty in every opportunity, an optimist sees the opportunity in every difficulty.

You have a choice: to find the hero within, or to give up.  By choosing to uncover your own courage, strength and determination, you become a role model for others.

For more information about Carolyn Newman and her business, please visit http://www.warriorwear4u.com.

Thank you for our interview on your radio show Standing Out with Lauron Sonnier, and for posting the podcast at http://bit.ly/9SbS6G.

Could you share more about your background prior to starting your own business?

Lauron Sonnier

Marketing is all I’ve ever done, in one form or another, and I have been very fortunate to have numerous opportunities early in life and career to give me a foundation for being an entrepreneur. When I was in high school and college, I worked at a small newspaper and then at an advertising agency. All of that helped me to get connected in the community, and, while I was in college, I got offered a position with the local television station in a marketing position. It was a huge break. So, very early on, I was able to learn about business and to get some great hands-on experience in my field. (I graduated with a BS in Marketing.)

After a short while, though, I became very restless like I think most entrepreneurs are. I had tapped out where I was, so I headed to the big city of Houston, Texas, with high aspirations. I found very quickly that the world of television worked very differently there. I instead took a position as Marketing Director of a book manufacturing company. I was really naïve and didn’t even ask what their marketing budget was. It was a small but mighty business owned by two brothers who started the company in their early twenties. They became like family to me, and I got a terrific opportunity to learn about the inner workings of a business. I also learned how to make marketing magic happen without a lot of money. It was a terrific opportunity that paved the way for me to go out on my own. In fact, after four years there I became restless again. When I went to quit the job, the owners asked me what I really wanted to do. I told them I eventually wanted to go into business for myself. They came back the next day and said, “If you’re serious, we’ll help you.” After I picked myself off the floor, we started a company together, and that was my official foray into entrepreneurship. They were true angels and for me, it was true baptism by fire. You never know when or how your dreams are going to come to fruition! A few years later, I bought them out and I’ve been solo ever since.
When did you decide you were going to pursue a marketing career?

In sixth grade, I was the chairperson of the PR committee for my spirit club. I knew then that I liked promotion. Plus, it gave me a great forum to use my two best skills—writing and speaking. Then, in eighth grade, I anchored a show at the local television station called Teen Report. I absolutely love that, so I thought I would be an anchor. But, later, when I actually worked in television as an adult, I quickly decided that anchoring was not for me. I didn’t want to just be a talking head, and I didn’t want to have to spend years working early mornings and weekends.

I loved, loved, loved working in television though, and the marketing role that got me in the door solidified it for me. I think I love marketing because it’s about getting excited about the things we choose to do with our time and our lives. It’s about telling others how we can help them. How great is that! Today, part of my purpose is to get people more excited about marketing. Too many people consider marketing to be frustrating and overwhelming and they just can’t think that way if they want to reach their business potential.

As for me and my own marketing, I know that I must constantly expand the scope of what I do to reach more people. With more people than ever going into business for themselves, everyone absolutely needs to embrace marketing and learn how to be a good marketer.

How did your personal and entrepreneurial goals fit together?

I always felt uncomfortable being controlled by someone else. I’ve worked for several great bosses and companies, but I always knew that I needed my own show. Plus, I have a mission. I’ve struggled through the years to get clear on what that mission is. And, honestly, I think it’s only been in the last few years that I’ve figured out that my mission isn’t just about helping people create effective brochures, but to understand that they are marketable—that they stand out—and then give them some encouragement and skills to tell their story to those who could benefit from their gifts. At the end of the day, I have to feel like I’m doing something meaningful. I want to touch a lot of lives, and I have lots of ideas of how I want to do that. I could never pursue all of those dreams as an employee. Plus, I always wanted to have a family, and I am blessed to have two beautiful daughters. I love being an example to them. I love being able to involve them in my business, and showing them that they can make their own way as well. It’s also a heck of a lot easier to take time off to go to Disney World!

Could you tell us more about “Everything is marketing and everyone’s a marketer–even you.”?

I teach that marketing is about “making impressions and perceptions so that the customer decides that we are their best choice for the products and services we provide.” To me, this is a very practical way of looking at marketing. The slickest website or brochure in the world won’t bring back a customer who was treated with disrespect or indifference. To be truly effective—and to really think like a marketer—every entrepreneur and every company must understand that every interaction, every exchange, and every communication sends a message that moves a prospect or customer closer or farther away from choosing them, or choosing them again. That means we have to break down everything that makes an impression and creates a perception, and that answer is simply and undeniably everything and everyone. Everything makes an impression. Everyone makes an impression in everything they do every day. Therefore, it’s critical that all staff members everywhere understand that, no matter what they do, they are marketers too. What they do and how they do it—what they say and how they say it—sends a message that either helps or hurts a company’s marketing effectiveness. When a business owner understands this, magical things can happen. Southwest Airlines is my all-time favorite example of a company that really gets it—and it shows.

How did any outside advisors make a difference in your company?

Having the support of my previous employers-turned-partners was just an amazing gift. Also, as an advisor myself, I know how important it is to get outside expert help, so I have always sought out coaches and consultants to help me, and I’ve planted myself in organizations that could be very helpful. If someone can truly help me shortcut the path to success and make life and business easier for me, then I’m foolish to not listen to them. There is a problem, however, that I have encountered and that I think many women encounter and that is that others see us as strong and capable, so they don’t reach out to help. Women have to learn how to ask for help. People are busy trying to survive themselves. They don’t know you need or want help unless you speak up. There are times I should have spoken up quicker or louder.

Tell us about Sonnier Marketing, and Standing Out with Lauron Sonnier

Sonnier Marketing has evolved quite a bit over the years. Today, our focus is speaking and training to help companies think like a marketer, and marketing consulting to help companies identify and capitalize on all of the marketing opportunities inherent in their business every day. When we sum it up, we say that we help companies become marketing machines as we teach them out to “stand out, stir the pot, and put marketing into action.” My Stir the Pot formula for marketing is a five-step process that I think boils marketing down beautifully into specific, actionable steps. Of course, I’m a Cajun from Louisiana, so of course I put everything in terms of food.

Standing Out with Lauron Sonnier is an hour radio show that airs at 9 am Pacific, 12 Eastern every Friday on the Voice America Business Channel (http://www.voiceamericabusiness.com/). “Standing out” has become a theme for what I do, and I have declared that my personal purpose is “to help people be standout individuals, create standout companies, and create standout lives.” Doing the show has been thrilling, and I’m ecstatic about the caliber of guests we’re now having on the show, which are mostly authors and experts in a marketing or business topic. Of course we just had you, Elisa, on the show and you did a great job. That was a really good show. We’ve had Brian Tracy, and coming up we even have productivity master, David Allen, and marketing genius, Seth Godin. We’re also reaching out to organizations throughout the country to recruit standout business stories and to get companies of all types and sizes to participate in some on-air coaching from me. So, the show is finally getting its wings, and we’re looking to do some exciting and meaningful things with it. Right now we’re also looking for sponsors and partners to help us kick things up even better.

Who should read your book “Think Like a Marketer: What it Really Takes to Stand Out From the Crowd, the Clutter, and the Competition”, and what is the main message you’d like to get across?

The book is for anyone who owns a business, runs a business, manages a department, or just wants to be a smart marketer. It’s a highly practical guide to marketing. I just lay out what everyone needs to know about marketing in a direct, simple, and entertaining fashion. It’s not technical and it’s not boring. And, it’s absolutely chockfull of tips and specific, tangible actions. To me, it’s the marketing foundation that every single person in business needs to have. It’s the kind of book that you keep on your desk, not on a shelf.

One key distinction is that it addresses not just what people need to do in their marketing, but how to make marketing happen in the day-to-day operation of business. That’s a really big deal because that’s what I see people struggle with most. They like to use the excuses of no time, no money, nobody to do it. Well, if people want to build successful businesses, they had better put marketing very high on their priority list.

Another key point in the book is that marketing must become as common, natural, and routine as taking out the trash, paying taxes, and making payroll. It’s not just something you do “out there,” and it’s not just something you do when you feel like it. Marketing is happening all the time whether people know it or not. It’s happening in every interaction, communication, and exchange. Smart companies know that they need to capitalize on marketing in every moment, and for small businesses, this is exciting news because it means they have lots of marketing assets that can work for them with little or no money.

What are your plans for the future?
With my new book and new radio show, my goal is to continue getting the message to the masses. Today that’s through product sales and through speaking. I’m working on more products and I’d like to see a full Lauron Sonnier line of marketing tools available at a popular retail outlet to help people “keep marketing constant in thought and constant in action” and implement the many things I teach in the book. I’d also like to align myself with the right partner who can help me reach more people nationally and globally faster than I could do on my own.

In addition, I’m going to work toward creating a non-profit initiative where we uplift and encourage women and others in some way. That’s really important to me.

A few years ago, my husband at the time was involved in a terrible accident the last night of our vacation in Cabo San Lucas. It turned out that he was addicted to pain killers. He had taken our rental car into town, fell asleep at the wheel, and tumbled the car several feet off a steep shoulder causing it to catch fire. A large percentage of his body was burned and he suffered several other injuries. I received the proverbial 2 am call that my husband was in the hospital. I was asleep and didn’t even know that he had left the hotel. I managed to get him back to Houston that day. He fought for five grueling weeks, but the injuries were too severe, and he passed away on April 1 (ironic because he was a standup comedian in college and a very funny guy). From that experience, I am writing another book to share lessons on living. It’s called Just on Vacation, and while it tells the story of the tragedy, its focus is how my daughter and I picked ourselves up and the lessons we’ve learned about life and living. I have high hopes for that project, and I will put my marketing skills to work to help spread its important message to even greater masses.

What advice would you give an aspiring woman entrepreneur? Could you suggest the three most important lessons you have learned?

I would tell an aspiring woman entrepreneur the following:

1.       Go for it. Do what you know you must do and don’t let anybody stop you.

2.       Whatever you want to do, you can. It’s there inside you.

3.       Tap into people, programs, and resources that are readily available to help you. Don’t be a martyr and try to do it alone. There’s no reward in working harder and longer than necessary to do your good.

4.       Hire experts to do everything but the core function of your business. If you don’t know accounting, hire an expert. If you don’t know web development, hire a pro. Keep yourself focused on what only you can do.

5.       Learn everything you can about every aspect of business. While you might not be doing the accounting, you need to know everything about what someone else is doing. You must never be in the dark about anything.

6.       Love marketing! Learn how to do it, and constantly and consistently tell your story to the world. You never know who’s listening, and it takes a lot of repetition to break through the madness.

7.       Ask, ask, ask. Whatever you want, ask for it. You don’t get it if you don’t ask.

8.       Stay focused. It’s one of the hardest things for women to do, but it’s a key secret to success.

9.       Keep your perspective. Family must always come first. You can build another business, but you can’t replace loved ones.

Are there any other questions you wished I had asked, from which you feel Women and Biz’s readers could learn valuable lessons?

Just to remember that, like life, business happens in moments, too. One little email or phone call or decision can change everything.

Also, the success of marketing usually comes in lots of little things rather than one or two big things. Keep your eye on the details. The little things really do matter.

For more information about Lauron Sonnier and her business, please visit http://sonniermarketing.com/.

What do women business owners need to know and do to be wildly successful? Elisa Balabram, founder and editor of WomenandBiz.com discusses that very issue every day. She also addresses it head on in her book, Ask Others, Trust Yourself: The Entrepreneurial Woman’s Key to Success. Tune in as Lauron and Elisa discuss the mindsets and actions that women business owners must employ to be crazy successful including how to ask, when to ask, and what to ask for. Not a female entrepreneur? No problem. These business tips will serve you as well—and teach you how to collaborate better with the women in your company, workplace, and life. Get ready for an exhilarating conversation and lots of helpful tips to catapult your confidence and success.

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