|
|
Like this article? PLEASE +1 it! |  |
|
Lesson #3: Create the Illusion
Article Overview: Until 1985, what was known about Lauder’s life was limited largely to what she decided to reveal. She had created an image of herself as the Cosmetics Queen whose eternal youth, beauty and class could not risk being marred by the reality of her somewhat plain upbringing. In 1985, that all changed when Lauder learned of the soon-to-be published unauthorized story of her life and she was prompted to write her own biography. But, even with the release of Estee: A Success Story, little was in fact exposed to help break down the myth of the larger than life Lauder.
 |
Free Download - Estee Lauder Advanced Night Repair By Estee Lauder |
Lesson #3: Create the Illusion
Until 1985, what was known about Lauder’s life was limited largely to what she decided to reveal. She had created an image of herself as the Cosmetics Queen whose eternal youth, beauty and class could not risk being marred by the reality of her somewhat plain upbringing. In 1985, that all changed when Lauder learned of the soon-to-be published unauthorized story of her life and she was prompted to write her own biography. But, even with the release of Estee: A Success Story, little was in fact exposed to help break down the myth of the larger than life Lauder.
Born Josephine Esther Menzter, it was the enchanting illusion and mystery Lauder brought to her life that helped give her company and all her products that similar mystique. She created a romantic and fabulous story surrounding her life, consisting of an upper class background and a life of supreme glamour, beauty and refined tastes. Her company and products then became an extension of this dreamy aura, which proved to be a key-contributing factor to Lauder’s success.
Lauder would repeatedly tell stories to the media of her background as a countess of genteel European heritage who was born in Vienna. According to Lauder, she was a woman of upper class who understood beauty and had taste beyond the average woman. She spent much time cultivating this image, in order to give her beauty products a special edge against her competitors. Lauder’s products were, accordingly, the beauty secrets of the upper most echelons of society.
Having grown up in Queens, New York, Lauder’s early years were anything but glamorous. The daughter of Jewish immigrants, her family did not belong to the upper crust of society. Instead, the family lived on the upper floor of the department store that her father owned and where Lauder spent much time working. But, Lauder had always dreamed of being more. It was for this reason that, after marrying Joseph Lauter, the couple changed their last name to Lauder – the original Austrian spelling of the name – further lending itself to her crafted image of being a countess from Vienna.
“Keep your own image straight in your mind,” said Lauder. It was her understanding of the importance of image that helped Lauder distinguish herself from her competitors and give her products that sophisticated edge they needed to do well. The secrecy that surrounded Lauder’s entire life lent itself to the secrets of her ‘beauty in a jar’; she promised customers the top-secret solution to looking and feeling eternally young. In not revealing too much information about either – her life or her product ingredients – Lauder was shrewdly able to craft the image for both that she so desired. She also left much up to the imagination, which again appealed to customers who wanted to believe they were buying their ticket into a different world, as opposed to simply buying a beauty product.
“To sell a cream, you sold a dream in the early days,” Lauder said, a dream that Lauder spent much time and energy crafting and building up.
The Magic of Marketing
Life's Formula
Organizational Illusions
Guerrilla Marketing And Karate
The Vision
Article Tags: beauty products, beauty secrets, class background, countess, department store, echelons, eternal youth, european heritage, fabulous story, glamour, jewish immigrants, josephine, larger than life, mystique, queens new york, refined tastes, success story, unauthorized story, upbringing, upper crust
Related Forum Posts
Dan Kennedy Marketing Methods
- We haven't sent out the physical letter yet as the person owning the list wanted to make modifications to the letter that we knew would work well but the List owner had a point - it didn't reflect her personality so her clients would know it didn't come from her.
Lesson learned for me. We're back to the drawing board with the list owner more involved in the development of the letter and emails.
I should have known better being a Business Analyst in my day job that you never leave the end-user out.
So Evan we haven't had the opportunity to test any of it yet but it's been a fun process for me to stand back and look at.
Rich Schefren on Business Systems Video
- Bigjim,
1. Create a systemized business
2. build accountability into your team
3. document your processes
Re: Getting Press Coverage
- Thanks for those extra tips again Evan.
Also don't forget the 'purple cow' theory. Create something truly awesome and unique and people will pay attention, including journalists. I have some off the wall stuff planned for 2010.
Re: 4 Ways to Go From Employee to Entrepreneur
- The situation that Wezi describes is more the norm than the exception. I have spoken to many "entrepreneurs-to-be" that have a desire to work for themselves but can't overcome the fear of making that critical leap. The truth of the matter is, if fear is preventing you from moving forward with your own business you need to overcome that fear first. To do this, try this exercise:
1. Write down as many detailed reasons why you are DISSATISFIED with remaining in your job until you retire. E.g., it won't let you achieve the lifestyle you desire; you are sick of commuting an hour each day; etc.
2. Write down in as much detail as possible your VISION of what your life will be like once you have your own business and you are fully engaged in it. Enjoy this step.
3. Create a list of the action steps you need to actually complete to get things rolling. What do you need to do first? Second? Third? Create a step by step plan.
These three steps all work together to overcome any resistance you may feel towards making a major change in your career. If after these exercises, you are still too afraid, look at what you have written down. Chances are one of the three forces for change (dissatisfaction, vision, or first steps) are not yet strong enough to overcome your fear. Perhaps, once you really thought about it, things aren't really that bad in your current career, etc....
Hope this helps.
Ways To Improve Your Alexa Ranking 11-15
- 11. Create a webmaster tools section on your website. This is a magnet for webmasters who will often revisit your website to gain access to the tools. Aaron Wall’s webpage on SEOTools is a very good example.
12. Get Dugg or Stumbled. This usually brings massive numbers of visitors to your website and the sheer amount will have a positive impact on your Alexa Rank. Naturally, you’ll need to develop link worthy material.
13. Use PayperClick Campaigns. Buying advertisements on search engines such as Google or Exact Seek will help bring in Traffic. Doubly useful when your ad is highly relevant to webmasters.
14. Create an Alexa category on your blog and use it to include any articles or news about Alexa. This acts as an easily accessible resource for webmasters or casual search visitors while helping you rank in the search engines.
15. Optimize your popular posts. Got a popular post that consistently receives traffic from the search engines? Include a widget/graph at the bottom of the post, link to your Alexa post or use Alexa redirection on your internal URLs.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
by: 
February 2012 Top 100 Leadership Experts to Follow on Twitter
Please Stop Calling it Coaching!
Measuring the Quality of Your Hires
The fine line 
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Executives and Elevators Perfecting That Pitch
Making the Most of Your Trade Show Experience
Are You An Accidental Consultant?
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.