Every Day I'm Hustling Page 10

  And nobody’s going to come in and say, “Oh, the show got canceled, clear out and good luck.”

  When the check came, Doneya grabbed it.

  “Sweetheart, you don’t have to do that,” I said.

  “Nope,” he said. “You’ve treated me to a lot of lunches. I feel good that I can treat you today.”

  Here is someone who was down to his last eight cents and he never asked me for a dime. Now he’s treating me to lunch! I have a phrase I use: “Make it do what it do.” It’s when you make the most of every opportunity and do your best. I say it when I set out to do something, and I say it when I have done just that. “Make it do what it do, Doneya,” I said as we left the café. “You did that ish, boy.”

  Doneya took me on a tour of the museum and showed me his favorites, like Jennifer Lopez and the Ghostbusters Experience. Midway through the tour, I whispered to him. “We need to talk about the hair,” I said. “The wigs could be better quality. Do you think on a few of them we could maybe get the Vivica Fox Hair Collection in here? I can’t have my girls looking this way.”

  “What a great idea,” he said. “I’ll run it by my boss.”

  “Tell him we’ll give you guys a good deal,” I said. “And by the way, we need to get a Vivica Fox statue up in here.”

  I like these stories because they are a contrast in two personality types I see in the hustle, and both have merit. Colleen wanted to do the work of preparation, but was a little iffy on the doing. What’s an action plan without action? So my advice to her was to just start doing.

  Doneya didn’t have much prep, but knew that if he could just get in the room, then he’d learn. He stayed flexible, and he found a dream job he didn’t know he wanted.

  LESSON SIX

  YOU ARE THE BRAND

  Now that you have your goal in mind, we need to cover some ground rules for creating and maintaining success. Young people who are just getting out of college often ask me for advice on starting their careers. I always tell them the same thing: Figure out how much debt you’re in and come up with some kind of financial plan to get yourself out of debt as quickly as possible. Make sure that the sacrifices you made going to college pay off. Don’t get caught up in spending all your money on bling, shoes, and purses. Get a pension plan and a secured, money-generating interest account that is insured. As a member of SAG, I contribute to mine.

  That’s the basics. Then there is the advanced work of branding yourself. People think a brand is a logo, but it is so much more than that. Your brand is a promise. In order to become the go-to first choice for a client or employer, you need to fulfill whatever promise you’re making. For me, that promise has been quality.

  I have been very successful with branding, and I’ve learned several lessons along the way. Whether you are an entrepreneur starting a business, or selling the brand of you in a business setting, there are definitely rules.

  Rule 1: Do your homework.

  I hope you’re excited and in a rush to get going, but there’s some work to do at the outset that you cannot skimp on. Call it the preparty before the main event.

  Make sure there’s a demand for your brand.

  You can’t sell ice to Eskimos. They’re good, thanks. If you want to open a cupcake shop, don’t open it across the street from a beloved bakery. Some call this market research, I call it common sense. Gather a bunch of people you see as your target market, either together in a group or on a bcc email, and ask them questions. Try to get people you don’t know into the group, so the answers won’t be as predictable or “nice.” Ask what they are looking for in a product and what they think a fair price would be. Would they pay three dollars for a cupcake? Do I hear four dollars if they knew it only used organic ingredients? Gather research about their experiences in the bakeries they go to. What would make them come in more often? If you’re trying to break into a field but job openings are scarce, ask for an informational interview. What would make a candidate stand out to them? Then you’ll know how to pitch yourself.

  In my acting and producing career, I have consistently found that mainstream studios undervalue African American theatergoers. That’s changing a bit, but through the years I have produced quality projects that didn’t just meet that need but created a base of people who know I am looking out for them. I met the demand, and then delivering quality expanded that demand. Now we have to expand the ability of people to see these films by not just opening them in 1,100 theaters but giving them the “typical” wide release of 2,500 theaters. Because not everyone wants to drive forever to see a movie. It prevents these films from reaching certain box office levels, and it leaves money on the table.

  Look at what your competitors do right—and what they’re missing.

  If you’re starting a business, become an expert in the competition. Sign up for their mailing lists. Study their websites, pricing, and marketing.

  Sticking with the cupcake shop idea, go to all the shops in town and test out the experience. What works? Is there no red velvet? Is there no room for girlfriends to sit and eat a cupcake during a four o’clock work break? What’s the coffee situation as far as bringing in morning traffic? Find the customers they are neglecting or underappreciating and bring them in.

  As I worked on the brand of the Vivica Fox Hair Collection, I saw that there was a general lack of diversity in how wigs and weaves were being marketed. Women of color, especially young women, were not being courted by sellers. It was astonishing, given the huge percentage of African American women who buy these products. I saw an opportunity in representing diversity and inviting the sisters to purchase my products.

  Become an “expert.”

  If I was not an actress and was just starting out with my hair line, I would for damn sure let every reporter in town know I am a resource for them as an expert in hair and beauty trends. Pitch your niche. It’s not bragging, it’s establishing your credibility as a brand. There is an insatiable need for content these days, and thus an equal need for quotes. Reach out to journalists who cover the work you do or the trends you think your brand can fit into. That article is free advertising, and will lead to the next one and the next one.

  Find your money.

  When you’re approaching potential investors or employers, you need to distill all that homework you’re doing down to a brief, confident pitch. This is what they need to know right away: what’s the brand and who’s the customer. Talk about the money your competitor is leaving on the table by not doing what you can deliver. If it’s a job you’re after, tell them how investing in you—because a paycheck is an investment—will deliver a return.

  Better yet, know that you gotta spend money to make money. If you have saved up some money and you can invest in your brand, guess what, you’re gonna reap all the benefits. But if you need to look elsewhere, there are more options than waiting on a Daddy Warbucks to cut you a check. The U.S. government’s Small Business Administration is worth checking out. Take their BusinessUSA questionnaire, which will ask you just a few questions about where you live, the nature of the business, and if you fall into any communities eligible for special assistance like veterans and, yes, women. Just like that, it lists state and federal finance programs you might qualify for. Do it!

  If you have people who work with you and for you, make sure that you can trust them.

  This isn’t just about them running off with your money, though that’s important, too. You have to trust that these people take your brand seriously because they are an extension of the brand. If they’re the face the customers see when they buy cupcakes on the one day you finally have off, are they a suitable stand-in? Check out their social media, too. You don’t want your brand’s name in their Instagram bio if they look like they’re selling something on the side, okay?

  Think like a customer.

  As you build the brand of you, step back and put yourself in the shoes of a client or employer. I love putting on my baseball cap and going into one of the beauty shops that sel
l my products. First off, it’s a thrill to see my face on a product, no lie. But these stealth missions show me what it’s like for my consumers. How is the presentation? Is the experience fun? How does my product look next to that of another line?

  Periodically go on your website and ask yourself if it is looking dated and needs freshening. Make sure it looks good on a mobile device, since that’s how so many people will be looking you up. At work, think about how your desk is looking. Make sure the boss sees you working and putting in the hours.

  Keep doing market research.

  As your website is up and running, check the analytics to see how people are finding you. Are they Googling “best cupcake” or coming in from Twitter? Talk to people about their experiences with you and your brand. Was it positive? If not, what could you have done to fix it? That, by the way, is also a way to save a referral. If you listen and acknowledge a misstep, they may at least recommend you with reservation rather than simply saying, “Steer clear.”

  No matter what your position is at a company, stay up on how they’re doing and how your industry is changing. Don’t fall into denial if you see a move toward outsourcing or freelancing out jobs to save money on insurance.

  Rule 2: Network like you’re already the Head Chick in Charge.

  To get some attention and become a player in your field, you’re going to need to get out and meet people. Relationships matter, whether they are with your investors, your competition, your clients, or your potential employers.

  Right away, start looking for clubs to join. “But Vivica,” you might say, “my idea is to make pretty bath soaps. Who the hell has a soap club?” Think bigger, baby. There are meet-ups that cater to female entrepreneurs, small-business owners, and independent artisans.

  When you go to these networking events—whether they are breakfasts or cocktail parties—you have to be smart. This isn’t just about handing out the business cards you spent so much time on. (I know so many people who think they started a business because they got business cards—don’t be one of those nonstarters.) Here are a few guidelines to making the most of those events:

  Greet the damn host.

  Look, someone wrangled all these cats and dogs into one room, so be sure to thank them for the effort. These people are connectors, and their work continues way after the event they planned. Folks call them all the time: “Do you have an accountant you like?” “I’m looking for a caterer…” These connectors pride themselves on their contacts, and even if they have never been a client of yours, they will want to show they can provide an answer and know people in the game.

  Do not avoid your competition.

  This is not high school and you are not on opposing teams. If you are new on the scene, get to know these people and befriend them. They may need a little sugar, mind you, because nobody likes a newbie marching in, but people want to share what they know. Ask them questions. Maybe there are jobs that they are too busy or not hungry enough to do. Let them know they can send those clients your way. When they do, thank them. I always say the best way to get more is to say thank you.

  When I was coming up, I auditioned with the same black actresses over and over. Of course we were in competition. We were six girls in a room going after the same damn role. But if I was standoffish to them, they never would have vouched for me on other projects. When your name comes up, you don’t want people shaking their heads.

  Embrace your shyness.

  I’m not a shy person, but I have some people in my life who are. When I coach them to do something that scares them, I borrow a line from the wonderful Nelson Mandela: “I learned that courage was not the absence of fear, but the triumph over it. The brave man is not he who does not feel afraid, but he who conquers that fear.”

  So if you’re afraid of these events or go and glom onto one person all night, have a plan to move past that. Limit the expectation that you have to meet everyone. You can stay for an hour and meet five people. You can have an icebreaker that states what you obviously fear: “I get so nervous at these things.” Do it enough times, and you won’t be. And pro tip: Do not drink your nerves away. If you need a prop or something to do with your hands, stick to seltzer! Please, child!

  Put on your listening ears.

  I can tell when an actor or actress is just waiting for me to finish saying the line so they can say theirs. It’s the worst type of acting because there is no natural give-and-take. The same is true at networking events. I know you have your elevator speech planned and you want to talk about your work, but so does the other person. They have a lot to tell you about their success and their mistakes. Learn from them.

  Follow up like it’s your job.

  You know when you think a date went great but you can’t be sure until you get The Text? The one that says, “I had a nice time, let’s do it again”? Well, you need to send those emails or even old-fashioned note cards that say, “I enjoyed meeting you. Thank you for taking time to talk.” Mention what they do so they know it’s not a form letter, and say you will keep them in mind if you see any opportunities for them.

  Because those business cards you worked so hard on? Chances are they got thrown away. If you hit them with an email, that at least gives you a chance to stay in their contacts if someone ever asks for a referral.

  Don’t overpay to play.

  When you get a little bit of success, you start getting invited to these big dinners and awards nights that on paper look like a great place to network. These invites can cost three hundred dollars and up! After you go to a few, you realize that you really just get the cocktail hour to network, and then it’s hard to see anyone once you’re seated for the presentation. Is it worth the investment? It might be better to pinpoint a specific person—even the person getting the award—and invite them to lunch. Then you’ll have their undivided attention, and they’ll understand you value their time enough to buy them a meal. Three hundred dollars is a lot of lunches.

  Rule 3: Put social media to werq.

  I posted my very first Instagram in June 2012, just a few months after Kim Kardashian. I say that not because I was copying Kim but to give you context on how early I started since you know that girl knows social media. It had taken me a minute to see what a tool Twitter could be for my branding and for my advocacy, and I wasn’t going to make that mistake again.

  A few months after I joined, I was hanging with a celebrity and she saw me take a selfie.

  “Isn’t that like another job?” she said. “We have to look good all the time?”

  “No,” I said, checking my angles and liking what I saw. “That’s what Valencia is for.” I was joking about the filter—one that I love, by the way—but I see social media as a great way to connect with fans and tell them about my projects. As far as excellent advertising and brand management, Instagram completely took my hair collection to another level. It provided a way to not just show people the styles, but also turn them into customers by telling them where to go to get the looks for themselves.

  The question is no longer “Should I do social media?” because the answer is yes. Here are some better questions to ask yourself:

  Where is your audience?

  Is your client base more likely to be on Twitter, Facebook, or Instagram? My work is very visual—fashion, beauty, and entertainment—so Instagram is great for me. But it is easier for me to share notes and respond to people on Twitter. If a girl in Topeka tweets that she is about to watch a movie I’m in, I want to say thank you. It makes her feel special, and it shows all my fans, “Hey, I see you, and I love you.” So I devote energy to both.

  What’s trending?

  I confess I get a little competitive about what’s scoring high on the Twitter board. One night Empire was trending number two behind something to do with the last election and I was like, “Come on! Take it!” Use hashtags to join big conversations so you can get a lot of eyes on your posts.

  What can you offer?

  It can’t be about business al
l the time. If my feeds were all “New show” and “New wig!” all the time, people would just tune me out and say, “Sell it someplace else, sister.” Show your authentic self as you make that honest connection. Just don’t overshare. Don’t be lying in bed or showing too much skin. Because then what are you advertising? People also need to realize that once you put something out on social media, it’s there forever. You can’t take it back.

  Be sure also to promote other people’s projects so they will repost. It’s an opportunity for you to connect with their followers and turn them into your customers, too.

  Are you going to be consistent?

  Nothing dustier than a tweet from last year and sadder than an Instagram feed of three pics. The more you post, the more followers you get, so make a point to open big and post consistently.

  Who do you—and your brand—emulate?

  I love inspirational quotes and I know I am not alone. If you’re looking to define your brand, give people clues to who you are by quoting people who have already established their brand in that field. What does it say about me as a businesswoman if I quote Lee Iacocca, a legend in the automobile business? “Get all the education you can, but then, by God, do something,” he once said. “Don’t just stand there, make it happen.” Yaaaass! I cosign that by posting it, and in a way Iacocca cosigns my brand. I will give you a Vivica Fox quote I always love to lay on people: “Versatility has been the key to my longevity.” Put that on a pretty picture of me and send it out to the world, honey.

  Rule 4: Lead by example.

  As you build success, you are going to have employees or staff to manage. The boss sets the tone for the organization and for the day. If you’re slow to make decisions or you waffle, that’s going to be how everyone operates. If you speak to people in a nasty manner or share too much about your personal life, then you are giving your employees permission to do the same.