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Don't be #thirstythursday Don't Small Market Brainwash Your Beauty Business by #MarginaDennis

Happy Thursday! Today's post was inspired by two people: Latia Curtis and Mary Rockwood-Crabtree. Latia because she is a living breathing example of what success looks like in a smaller market and Mary for bringing up this very subject. It is a topic that I have talked about many times with other creative's who think they are at a disadvantage because they are in a smaller market. They immediately put into their minds that "clients aren't going to pay those big city rates". The cost of goods to do your job or to get to work isn't magically heavily discounted because you happen to live in Little Rock, Arkansas. That Red Monstro video camera still costs over $50K and Cannon 5D Mark IV Camera over $3K (this is without having multiple lens). I haven't even discussed the cost of good lighting or sound equipment. When I day play on film and tv sets I take a very small condensed kit with me so it is a fraction of what I would normally have with me on kit and some of the items are very different than what I would have on a print job. I have to submit an itemized list of everything so that I can get the kit rental. My makeup kit for day playing is about $7K. I still have a primary kit that still has additional products added and subtracted from depending on the job requirements; a fully stocked hair kit when I am hired to do hair as well, a full airbrush system to do both face and body. I stopped keeping a fully stocked effects kit because it was literally like throwing money away because things were not getting used before they went bad. Enough of my side thoughts...I hope you are getting the picture of what expense goes into being a working pro makeup/hair artist and my kit cost is closer to the cost of that Red Monstro!

Your cost of gas, food, internet, clothes, isn't magically 80 percent less than what it costs in the big city either. I hope I am painting a picture for you as to why your rates can't be either. Your business still needs to be able to pay you a salary and be able to afford not only the cost of the equipment to run your business but also for you to run your life. Granted rent in Little Rock might not be as high as Manhattan but you as an entity is SEPERATE from your business. Your business pays you, not the other way around. If you ever watch Shark Tank you have heard people talk about not taking a salary because their business wasn't profitable enough to do so. Being a creative is no different. You need to be charging enough so that you can afford to be paid a salary from your business. I write a check to myself twice a month from my business account for my salary from my business. I am the makeup artist who works to deliver makeup services to clients for my company. No different than if you are running a bridal team and you happen to be the only employee. If my business account doesn't have enough money to cover payroll then guess who doesn't get a paycheck?

I feel that people who are in smaller markets have a great opportunity and potential if they play their cards right. I know artists who have created their own community of similar skill level and like-minds who agree that they are not going to charge less than a certain amount of money in their market. So when clients starts calling around price shopping they are met with that minimum or more that they particular type of job. Talking about a great way to work together and not against one another! In my honest opinion It boils down three things:

1. Business Sensibilty - Understanding what is going on in the bigger markets and overall business of being a creative, no matter what your roll is in it. It is so important to truly understand this and unfortunately it isn't as simple as putting a post in a group.

2. Perception - How clients perceive your business and the people who work for it. Kendall Stolz is a working professional in Ohio and I always remembered Kendall as the go to person when productions from L.A. and New York with travelling there to shoot. Her website looked like someone who was based in a larger market. Her rates also supported that perception.

3. Skills - Having the skill set to support what you are offering. And knowing what you are good at, possibly exceptionally better at that particular skill then others in your market. So important to learn what you excel at or you just end up being perceived as exactly the same as the next artist who is charging a third of what you are charging for rates.

I mentioned Latia Curtis at the beginning of this because she is a perfect example of someone who is working and thriving in a smaller market. But she didn't get there without sacrifice, putting in alot of hard work, and financially investing in her business. Putting in the work has gotten it to where it is today and continues to do so.

I'm going to be sending out a guide next week to my website subscribers "Secrets to Success in Smaller Markets" PLUS my Rates Calculator worksheet that normally costs $20 to purchase. If have to be signed up on my mailing list to receive this limited time offer and I will be sending out the calculator and secrets August 1st! Make sure to sign up at https://www.beautybeautebeauti.com

Love and Lipstick,

XO Margina

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