The Dish on Dirty Denim

When considering the purchase of a pair of expensive ($200) black skinny jeans a few months ago, I mentioned to the sales associate "I don't know--black denim fades so quickly and the fact that these particular jeans fit so snug, I'm sure they'll shrink with washing, should I go up a size?"

The sales associate looked at me as though I'd been living on another planet and she slowly and patiently explained to me that denim doesn't require much laundering and in fact most jeans feel, look and wear much better when they are not washed more than a few times a year. And in fact, according to our 20-something editor, Maggie, in order to get the best jean fit there is a certain amount of squeezing necessary, which sometimes include walking lunges.

Won't they smell eventually? "Well, first of all, denim isn't to be worn to run marathons" my jeans expert tells me, "nor should you work in the yard or wash the car in them." Black skinny jeans, in particular, are to be worn as you would wear any fancy item. Should they take on a smell, such as what happens when exposed to smoke, you simply carefully fold your jeans to the size of a laptop and insert in freezer overnight. In the morning, move the iceberg denim from the freezer to the dryer, set on fluff for 10 to 15 minutes, and voila a relatively fresh pair of jeans, sans smell.

Should the waistband expand or the rear take on saggy britches appearance, again simply toss in dryer, this time with a little heat for a quick minute to bring back the natural stretch. Do this with caution however, as the more time in a heated dryer, the more quickly you'll lose color.

My expensive black skinny jeans are on now on their 10th wearing and going strong. I have found an item at the local Tide Dry Cleaners that I love, love, love. It is a fabric freshener that you spray on garments to revitalize them. Even so, I am approaching the dreaded first washing...but I have to say, that if they don't weather it well, I'll have enjoyed them for about $20 per wear.

Burger Love

I have a new love and just can't get enough. It's Blanc Burgers....oh these plump, juicy, multi-optioned mounds of succulent beef accompanied by a choice of shopping carts full of truffle fries or the healthier option (chuckle) sweet potato fries, send me over the edge. All diet promises fly out the window every time I enter this unpretentious eatery. The subtle aroma grabs ahold of me as I enter, fingers crossed hoping for just one empty table. When I leave, I am assessing how soon would be too soon to return. Yes, it IS just that addictive.

I've had the Inside Our burger twice in one week. Its just not like me to be that repetitive, and not like me to jump on just any band wagon that rolls into the bubble, but this is one addictive love affair I'll not soon get over--and I confess, I don't want to. Cholesterol be damned, I'm hooked.

Four Principles of Advertising

Today, a new client asked me how to begin advertising. She has been in business for years, but until now, has been lucky enough to have generated most of her new contacts through the referral of satisfied clients. However, now she is need of advertising assistance. Since my new friend found what I had to say useful, I thought I'd share these insights with you as well.

In considering advertising in any advertising medium, you'll want to focus on 4 very important components when preparing your promotions:

#1-Who do you want your ads to attract?

This should be the first consideration, as you'll want to prepare an ad that appeals to that specific market sector. For example, if you are a dentist and wish to do business with women in their 40's who are desiring a whole mouth make-over, then your ads should be designed to relate to that specific individual.

#2-Don't overlook the obvious.

How would you like your prospective new client to do business with you? Make that the most important aspect of your ad design. Phone numbers, addresses, websites, email addresses and logos should be prominent.

What are you selling? Seems like a ridiculous question, but many advertisers overlook this simple principle, whatever you are selling should be obvious and quickly recognizable in order to capture your target audience's attention. And, please, don't go overboard on copy. Too much text can be considered 'work' to the reader. Think clean, simple and focused.

#3-Unique Selling Proposition

Spend time considering why your current customers do business with you, and what makes your business different from your competitor. Make a short list of all the things you believe separates your business from the others in your industry. Then, compare your list to the offerings of your competitors, spend time on their web sites. Then, eliminate anything that looks similar, like "quality workmanship" or "attention to detail" These items are important but not as powerful as something truly unique as in "FREE" lip balm with every order. Or, "Delivery guaranteed within 24 Hours."

The more valuable, value-added your unique selling proposition, the more response you can expect. We recently ran a subscription promotion, "buy a one-year subscription and receive a gift certificate for lunch at the restaurant Ingredient." After four months we had signed more than 850 new subscribers. This is more than four times greater response than anticipated.

#4 Call to Action

The beautiful thing about magazine advertising is that your prospective customers spend as much time with your advertisement as they would like. There is no other medium where the customer dictates the ads they'd like to be exposed to and the length of time of exposure.

So, if you own a salon and day spa you'll want your prospective new client to actually visualize themselves receiving services with you. Do this by including a strong call to action such as "FREE hot stone hand massage with every color service." Or, receive a FREE manicure with European facial, etc.

It's really that simple, focus on the four principles and place your ads where your clients are likely to see/hear/view the message and the business will come.

The UNReal Housewives of Kansas City

I am a HUGE fan of the Bravo Series "Real Housewives of Orange County" et al. And I've often wondered exactly how a Kansas City version of the series might play out.

Jennifer Plas and associates have developed a parody of my favorite series featuring 5 beauties of our area.

The socialite, the model, the Kansas City Cheif's wife, the up-and-coming Britany Spears type represent the tongue-in-cheek stab at localizing the series for our area.

I just spoke with Jennifer and she tells me they have already developed 6 episodes for the web with the first in editing right now. Their initial web cast experienced nearly 5,000 hits its first day online...the ladies are onto something and have struck a chord with web observers from everywhere, myself included!

Check it out: www.unrealhousewivesofkc.com