From the Publisher
Dear Readers,
Publisher / Editor In Chief
Onyi Odunukwe Managing Editor / Editorial Advisory
Sherron Barden Graphic Design
Hailey Carriger Accounting/Circulation
Kim Davis Senior Account Executive
Quinn Cooper Contributing Writers
Grant Cardone Melissa Damiani Jack Dumoulin J.R. Homer Sandra Odunukwe Lisa Saavedra Dr. Jim Schleckser Joe Schuster Kristin Smithers Ossiana Tepfenhart Alex Zeedyk How to Reach Us 12335 N. Rockwell Ave. Oklahoma City, OK 73142 istmagazine.com Interested in Advertising? Contact quinn@istmagazine.com January 2025 | Volume 28 | Issue 12 IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by Glo Tanning, 12335 N. Rockwell Ave., Oklahoma City, OK 73142. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to 12335 N. Rockwell Ave., Oklahoma City, OK 73142. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine, 12335 N. Rockwell Ave., Oklahoma City, OK 73142. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of the respective authors and not of IST Magazine. IST Magazine is not responsible for returning unsolicited manuscripts, photos or other materials. Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material. Copyright© 2025. All rights reserved. Printed in U.S.A.
It’s hard to believe the New Year has arrived, isn’t it? Yet, here we are. New Year’s Day (and January) hold a very special place in my heart, because it’s a time for me to review what I’ve done over the past year. My reviews aren’t just about wonderful memories made with my wife or moments with my team. They are actual reviews about my own habits – how I handled my personal life goals and how much I was able to accomplish. I have always been a goal-oriented person. Goals and the pursuit of them are what make a good leader a great one. That’s why I have a tradition of writing down my goals as a checklist of each habit and journey I want to accomplish in the upcoming year. Then, I go one step further. I share that checklist with close friends and family so that they can hold me accountable. When I really want to get something done, having the support of friends and family makes it feel so much more meaningful. On the first day of the next year, I go through the checklist to see which goals I accomplished. The motivation that comes with having your friends see which goals you pursue makes it all the more satisfying. Of course, not all of the goals you write down will be reached by year’s end. Starting a goal list on January 1 gives you a full 365 days to concentrate on them, work toward them and bolster your chances of reaching them. That’s 12 months – 52 weeks to create a newer, better you. More importantly, you’ll have your friends and family cheering you on! But, why stop at just personal goals? This can be a company tradition, too. You should have a list of goals you want your company to attain. Now is the best time to think about your future and the goals you have for yourself, your business and your career. What do you want to accomplish this year? January is the month to have a true, heart-to-heart with your team about a company-wide vision. Talk with leaders about specific goals related to sales performance, customer service, or even implementing new equipment. Your team can be the backbone of your future visions. Being able to talk to them about your true business goals – your annual mission – is priceless. Then, you can work together toward aligned goals, creating an atmosphere of mission-driven success. If you haven’t done so already, take some time to truly think about your flaws and desires. What do you want your year to look like? Where do you want to be a year from now? Write down what needs to be done in order for you to achieve that position. The tradition of goal-setting might not be as festive as a champagne toast with friends to ring in the New Year, but it will serve you and your business well. I know it did wonders for my life. Until next time,
Onyi Odunukwe, Publisher
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Contents
January 2025 Volume 28 • Issue 12
COLUMNS From the Publisher
32 Management Minute
38 The People’s Champ
26 The Creative Corner
34 Monthly Motivation
40 Real Estate Talk
28 Illuminations
36 Notes from the Road
42 Trending@DC
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30 Lync IT
Cover image by yanik88 / stock.adobe.com
Contents
January 2024 Volume 28 • Issue 12
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14
34
26
46
56
FEATURES 10 Get the Facts ...
with Sun is Life® Training
20 Beyond Red Light:
Unlocking the Full Potential of Light Spectrum Therapy
46 Rewire Your Brain for Success 48 Change Your Thinking Turn Negative Thoughts Into Positive Thinking
IN EVERY ISSUE 50 The Power of Clarity at Work 54 Customer Expectations vs Reality 56 10 Rules for High Performance Marketing
14 Product Showcase 62 IST Contributors
Feature
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By Joe Schuster
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WELCOME TO THE NEW YEAR!
It’s
time to brush up and prepare yourself for the peak season ahead. You may have already seen an uptick in guest visits last month and/or maybe enjoying the results of strong holiday gift card sales. Nonetheless, are you ready to roll and get 2025 off on the right foot? Of course, a major part of your preparation should be salon and equipment maintenance. Inside and out, your facility should be spotless – dusted, vacuumed, sprayed, wiped, sanitized and more. Sunbeds should be cleaned outside and the components vacuumed inside. Lamps should be replaced; but if you’re waiting a little longer to replace them, at least remove them from the unit and wipe each one clean, as well as the reflective material underneath them AND the underside of the acrylic shields. That dust build-up really affects the UV transmission, and your guests are looking to start the New Year with a fantastic golden glow! So what’s next? I’d suggest some role-playing with your staff on some (pardon the pun) “hot topics.” Can everyone correctly, factually and professionally address each of the following questions? • Is the UV in sunbeds stronger than sunlight? • One sunbed session equals how many hours in the sun? • Is an indoor tanning session equivalent to spending a day at the beach? • Can I get skin cancer from your sunbeds?
• Can I get COVID or AIDS from your sunbeds? • My doctor told me I obtained a skin fungus from your sunbed. I thought you told me you sanitized them? • The ends of your tanning lamps are dark. Are they still good? • If I can’t really get tan outside, will I get a tan from your sunbeds? • I’m pregnant, but my doctor gave me a note that says I can still tan. When can I start? • I’m pregnant, but my doctor says I can’t tan indoors anymore because of the microwaves that will affect my unborn child. Can you give me a refund? • I had a little too much to drink today after work. I made an appointment for 6pm. Is my sunbed ready? These are great questions to review prior to the busy season. Don’t know the answers? Look for upcoming classroom training sessions in your area or simply go online and take our Sun is Life Certification® course at sunislife.com. It’s easy to follow and right now, you can train your entire team (up to 10 staff) for only $99! Let’s move on to salon safety. Does your staff know what to do in case of a fire? A robbery? A medical emergency? They do? Well, have you provided the procedures to them in writing? These scenarios should be included as part of their initial training. Your staff may change throughout the season or the year, but your standard operating procedures (SOP) must stay consistent. Everyone must be on the same page, whether it’s answering guest questions, explaining how the equipment works, maintaining the equipment and as just mentioned, what to do in case of an emergency situation.
Equipping your team with this knowledge gives them a confidence boost and your business a more professional reputation within your community. This crucial info and much more can be yours now, for about ten bucks a person. It’s a deal you can’t afford to pass up! Your staff gets a certificate of completion, and your salon gets a chance to be featured in IST Magazine – what are you waiting for? Get the facts and prepare your team to crush the 2025 busy season with the industry’s premier salon operator training program: Sun is Life!
SUN IS LIFE TRAINING GIVES YOUR TEAM A CONFIDENCE BOOST AND YOUR BUSINESS A MORE PROFESSIONAL REPUTATION WITHIN YOUR COMMUNITY.
Sun is Life® is the industry’s leading tanning salon operator training program. Developed by industry professionals for industry professionals. We offer you and your staff the tools to elevate your team’s level of professionalism, and increase your confidence in both providing and promoting responsible tanning.
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PRODUCT SHOWCASE
Product Showcase
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1.
2.
DEVOTED CREATIONS 1. Vault™ SUPER-ENCAPSULATED DHA BRONZER • Extreme Cosmetic & Natural Bronzers • Raspberry Ketone Erythrulose Compound • Auto-Darkening Complex • SymBronze® Green Color Enhancer • Powerful Amino Acids • Anti-Aging GlowPlex™ & Copper Peptides • Potent Probiotics • Skin-Toning Flavoslim™ • Super-Slimming Technology • Powerful Probiotics • 24-Hour Long-Lasting Hydration Blend • Vegan Collagen Blend • Skin Perfecting Forslean™ • Ingredient Locking Technology • Anti-Orange Technology • Tattoo & Color Fade Protecting
2. Berries & Brandy™ GLOWING ESSENCE AFTER SUN REFRESHER
• Chromatic Cream Fragrance
• Ultra-Hydrating Body Spray • Skin Energizing & Toning • Ingredient Locking Technology • After Sun Odor Blocking • Tattoo & Color Prolonging Technology • Resveratrol Wine Infusion • Cranberry, Acai Berry & Raspberry Extracts • Vitamin E • Caffeine Extracts • Ginseng Extracts • Berries & Brandy Fragrance
MSRP $163 13.5OZ
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ED HARDY® 3. Deluxe Dark™ EXTREME PLATEAU BREAKING BLACK BRONZING FORMULA • Deep Bronzing Blend w/DHA, Natural & Cosmetic Bronzers • Dark Tan Activators • Skin Tightening and Toning • Hydrating Hibiscus Extract • Carrot Oil + Beta-Carotene • Rich Vitamin C • Super Fruit Antioxidants • Sparkling Pomberry Fragrance
MSRP $39.95 10OZ
4. Golden Hour™ SKIN SOFTENING TRANSFER-RESISTANT SUNKISSED BRONZER
5.
• Sunset Glow Transfer Resistant Bronzer • Multiple Dark Tan Activators • pH Balancers • Complexion Perfecting Golden C • Moisturizing Mango Butter & Coconut Milk • Mood Boosting Neuroglow™ • Powerful Superox C™ • Hydrating Hibiscus Extracts • Vitamin C Infused Dragon Fruit Extract • Antioxidant Rich Maracuja Oil • Tattoo & Color Fade Protecting Technology • Golden Coconut Fragrance
MSRP $64.95 13.5OZ
4.
DEVOTED CREATIONS 5. Color Drip™ MAJOR GLOW-UP ICONIC BRONZER • Instant & Delayed DHA Bronzer • Collagen Banking Complex • Dark Tan Activators • Raspberry Ketone Erythrulose Compound • SymBronze® Green Color Enhancer • Beauty Enhancing Reneseed™ • Hydration Boosting Snow Mushroom • Elasticity Boosting Striover™ • Calming Cucumber Extracts • Antioxidant Rich Pomegranate Extract • Tattoo & Color Fade Protecting • After Tan Odor Eliminators • Black Pomegranate Fragrance
MSRP $74.98 12.25OZ
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Product Showcase
6. 7.
COLLAGENETICS™ ILLUMINATE
8. Light Lotion ALL LIGHT ENERGY OPTIMIZING LOTION • Light Therapy Prep Lotion • Multiple pH Stabilizers for Optimal Light Absorption • Skin Tightening & Firming Ingredients • Power Packed Peptide Complex • Collagen Infused • Light Enhancing X50 Photoglow™ • Hydrating Hyaluronic Acid • Sculpting & Lifting Skin Perfecting Agents • Ingredient Locking Technology • Blemish & Irritation Combating • Youth Boosting Blueberry Extracts • Complexion Brightening • Multiple Skin Softening Butters • Purity Fragrance
MSRP $77.98 7OZ
8.
6. Beach Club™
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EXCLUSIVE SKIN SOFTENING DARK TANNING CREME
7. White 2 Bronze™ Watermelon Gelee
• Fast-Acting Ultra-Hydrating Intensifier • Formulated for Indoor & Outdoor Use • Color Correcting Formula • Collagen Banking Complex • Mood Boosting Neuroglow™ • SymBronze® Green Color Enhancer • Elite Copper Peptides • Color Balancing Mel[O]stem™ • French Flax Seed Oil • Glow Enhancing Peach Extracts • Antioxidant Rich Acai Berry • Tattoo & Color Fade Protecting • After Tan Odor Eliminators • Island Colada Fragrance
• Lightweight Dark Tanning Formula • Green-Hued to Counteract Reddening • Color-Correcting • Elasticity Boosting Striover™ • Mood Boosting Neuroglow™ • Ultra-Hydrating Watermelon Extracts • French Flax Seed Oil • Vitamin C Infused Kakadu Plum • Antioxidant Rich Maracuja Oil • Skin Perfecting Strawberry & Cherry Extracts • Hydrating Hyaluronic Acid • Wild Watermelon Fragrance
MSRP $64.98 12.25OZ
MSRP $48.98 8.5OZ
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THIRST-QUENCHING JUICY TANNING GELÉE
Product Showcase
9. Pier Pressure™ 9.
TROPICAL TRANSFERRESISTANT WHITE BRONZER • Bronze Boost Complex • Ultra-Moisturizing Mangosteen • Antioxidant Rich Pomegranate • Electrolyte Rich Coconut Water • Super Charged Superox C™ • Elasticity Boosting Striover™ • Hydration Boosting Snow Mushroom • Tattoo & Color Fade Protection • Sunset Sands Fragrance
MSRP $29.98 8.5OZ
JK PRODUCTS 10. Spirit
Ergoline Spirit defines the new standard in the compact class with innovative LED facial tanners and Beauty Light LEDs. The smart ventilation, sound system with Bluetooth®, user-friendly operation and spacious, ergonomic lying surface offer elegance and function in a compact unit designed for any salon. LED facials eliminate unnecessary heat. Special Features: • Natural Wave Design Elements • High Gloss White • LED Mood Light w/Different Colors • LED Interior Light • Intuitive Easy Control Operation
VISIT JKPRODUCTS.US
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TELL ‘EM YOU SAW IT IN... IST MAGAZINE 18
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O Y E d B e
t R igh L ULL F HE HT T G IG L N I F CK L O RAPY O L A E UN ENTI M TH T PO CTRU ours b E S P arles Lere Ch
Lustre Art Group / stock.adobe.com
By
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R
ed-light therapy has taken the wellness world by storm, but the power of light extends far beyond the red end of the spectrum. Each wavelength – from the visible light that paints our world to the invisible frequencies that permeate our environment – holds the potential to influence our biology and enhance our health. This article delves into the exciting realm of light spectrum therapy, venturing beyond red light to explore the vast potential of other wavelengths that can provide a more personalized and revolutionary approach to wellness. Light is a spectrum of electromagnetic energy categorized by its wavelength. Visible light, the portion we perceive with our eyes, ranges from violet (short wavelengths) to red (long wavelengths). Beyond the visible spectrum lie invisible frequencies – ultraviolet (UV) light with shorter wavelengths and infrared (IR) light with longer wavelengths. The science behind light therapy lies in its interaction with our cells. Each light frequency possesses unique properties that can trigger specific biological processes with various effects and benefits. As Dr. Andrew Weil, MD has stated, “exposure to a small amount of full-spectrum light has really helped some people.” By understanding the characteristics of different wavelengths, we can develop targeted therapies to address a wide range of health concerns. The visible light spectrum offers a diverse range of potential beyond red. Green light, for instance, is crucial for regulating our circadian rhythm – the internal clock that governs sleep and wakefulness – and studies suggest that green-light therapy is effective for
reducing chronic pain. Then there’s the exciting realm of near-infrared (NIR) light therapy. NIR light, or PBM (photobiomodulation), harnesses the power of low-power light wavelengths within the red-to-near-infrared spectrum to mediate biological processes. In the near future, NIR light could emerge as a safe and effective method for a wide range of eye and neurological health applications. As research continues to unravel the mysteries of light, we can expect even more innovative applications of light therapy to emerge, promising a brighter future for our health and well-being. The future successful implementation of light spectrum therapy lies in a personalized approach that harnesses the power of various frequencies to address individual needs. Imagine a
the secrets of light and as it does, the future of light spectrum therapy holds more and more promise to revolutionize our approach to wellness. The exciting potential of light spectrum therapy extends beyond treatment. A future in which light therapy becomes a proactive approach to wellness is on the horizon, helping us optimize our sleep patterns, boost our energy levels and enhance our overall well-being before issues arise. This is the future that light spectrum therapy holds, a future where light becomes not just a tool for healing, but a key ingredient in a healthy and vibrant life. Light is more than what meets the eye. It’s a powerful tool with the potential to completely change how we approach health and wellness in our daily lives. As we delve deeper into the realm of light spectrum therapy, a question arises: How can we harness the full potential of light to enhance our well-being? By exploring the unique properties of various light frequencies, we can develop cutting-edge light therapy solutions that incorporate the latest wellness technology. These innovative products have the potential to address a wide range of health concerns, empowering us to live healthier, happier lives. We stand on the brink of a new era of wellness, where light spectrum therapy may become an integral part of our daily lives, illuminating the path to optimal health and vitality. ■
WE STAND ON THE BRINK OF A NEW ERA OF WELLNESS, WHERE LIGHT SPECTRUM THERAPY MAY BECOME AN INTEGRAL PART OF OUR DAILY LIVES, ILLUMINATING THE PATH TO OPTIMAL HEALTH AND VITALITY. world where tailored light therapy programs help wake you up feeling energized with targeted green-light exposure, manage chronic pain with mid-infrared therapy, improve sleep quality with red light, and boost your mood by harnessing the potential of specific visible light frequencies. Ongoing research continues to unveil
About the Author: Charles Lerebours is an Executive Director at JK Products and Services, a global company that manufactures and sells tanning and wellness equipment. Founded in Germany in 1927, the company established a U.S. presence in 1988. JK Products and Services is headquartered in Jonesboro, AR. For inquiries, visit jkproducts.us or email charlesl@jkamerica.com
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Feature
Credit Card Processing Should You Surcharge?
If
you’ve been shopping lately, you probably noticed something a little different. You might have noticed surcharge signs at the checkout counter saying something like, “A 3% surcharge will be added to your bill if you pay via credit card.” At restaurants, the surcharges become more noticeable. You might see an automatic credit card surcharge at the bottom of your bill. Sometimes, it’s a surcharge for using a card. Other times, it’s an automatic tip, a service charge, a gratuity … Well, the list of “creative charges” restaurants use continues to swell. Every day, more articles show up discussing the pushback people are getting on credit card surcharges. The writing on the wall is clear: people are tired of fees and surprise charges on their bills! It’s affecting the salon industry, too.
Should you add a credit card surcharge? Historically speaking, profit margins for salon businesses have always been low. Many business owners choose 22
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to cut costs without cutting quality. Targeting the merchant processing fees credit cards charge is one of the easiest ways to do it. Today, it’s legal for businesses to pass certain costs of business onto customers. Choosing merchant services that allow you to pass the credit card processing fees onto customers is a practice that’s growing in popularity – a practice known as “dual pricing.” Dual pricing is not the same as a surcharge; it’s letting people know the price they’ll pay ahead of time. A surcharge is an amount tacked onto the bill – fees often mentioned either verbally or in sneakily small print that’s hard to find. People hate surcharges because they feel dishonest.
Dual pricing is taking over. Ideally, you won’t have to pass on fees to customers to make ends meet. But, if you do, it’s clear that honesty (and not surcharges) is the best policy. That’s why more salons than ever before are choosing to display dual pricing menus at their venues. “Dual pricing is absolutely here to stay,” says Alex Groyzburg, CEO of Slice Merchant Services, “But we always coach business owners to think about it from a business perspective. Most clients don’t mind it as much as they say, especially when you say it’s a ‘cash discount’ program instead.” The key, according to Slice Merchant Services, is to avoid springing fees
abimagestudio / kkolosov / stock.adobe.com
By Ossiana Tepfenhart
upfront. Giving them an alternative way to pay that acts as a money-saving measure can help you get the most out of your cash flow without upsetting customers.
It’s up to you. In a fee-heavy world, there are few things as magnetic to consumers as being able to charge a card without a surprise fee. People can and do notice the small things salons do – and that includes eating the fees that come with accepting credit card payments.
The writing on the wall is clear: people are tired of fees and surprise charges on their bills! It’s affecting the salon industry, too. With that being said, you can save a lot of money by allowing your salon guests to pay for the right to use a credit card for your services. In an economy that’s already strained, that extra money can go to a multitude of things that help you stay relevant, competitive and in the clear. If you’re not sure what path to take, it may make sense to discuss it with others who have a part in your company. Now is the time to talk to your staff and ask them what they think. Talking to your accountant and working with a highly-esteemed merchant service provider can also help. Of course, if things don’t work out with your current credit card policy, there’s good news: you can always switch back to what you were doing before. You live, you experiment, you learn. It’s that simple. ■ 23
The Creative Corner
Jumpstart Your YouTube Channel for Q4 Success!
W
ith the New Year here, it’s time to think ahead – particularly to Q4, when YouTube’s ad revenue peaks. Starting your channel now gives you time to build a solid audience and create high-performing content. But launching a YouTube channel isn’t just about the videos you make; it’s about how you present and promote them. Here’s a crash course in key strategies for YouTube success, focusing on thumbnails, intros and descriptions.
straight to what your viewers came for. A dynamic preview or a quick dive into the juiciest part of your content will keep them hooked. This approach minimizes drop-off rates and boosts your video’s overall performance in the algorithm.
A well-optimized description increases discoverability, helping your content reach the right audience. It’s also a great place to link to related content or your business offerings for added engagement.
Launching a YouTube channel isn’t just about the videos you make; it’s about how you present and promote them.
Thumbnails & Titles:
The Gateway to Clicks No matter how great your video is, viewers won’t see it if they don’t click first. Your thumbnail image and title are your first – and often only – chance to grab attention. Keep titles under 53 characters and front-load them with curiosity-driven phrases to spark interest. Research what thumbnails perform best in your niche and replicate their style with your unique branding twist. Intros:
Hook Your Audience, Fast The first ten seconds of your video can make or break its engagement level. Avoid lengthy introductions and skip 26
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Descriptions:
Boost Your Video’s Searchability Your description isn’t just filler – it’s a powerful tool for improving your video’s search engine optimization (SEO). Write detailed descriptions packed with relevant keywords, ensuring YouTube knows exactly what your video is about.
With these strategies, your YouTube channel can grow steadily and position itself for maximum revenue in Q4. Success starts with strong fundamentals, so focus your creative energy on thumbnails, engaging intros and search-friendly descriptions. By staying consistent, you’ll build a channel that thrives during the most lucrative time of the year. ■
About the Author: Jack Dumoulin is Co-Founder of The School of Hard Knocks, a media company that promotes financial literacy and career mentorship on social media by interviewing successful entrepreneurs such as Mark Cuban, Kendra Scott, Gary Vaynerchuk and many more. The company has amassed over 8 million followers and has generated over 2 Billion organic views across Instagram, Facebook, TikTok & YouTube in just three years. In addition to their media channel, the company also manages and produces social media content for the personal brands and companies of successful entrepreneurs across the U.S. Email schoolofhardknocksinfo@gmail.com.
LifeJourney / Duck Stock/ stock.adobe.com
By Jack Dumoulin
Lync IT
When is the time to start? NOW! By Melissa Damiani
As
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Ask yourself these simple questions: Does your salon management system give you the ability to display descriptions of products and equipment so that your employees have the details needed to upsell lotions or session upgrades? Does it allow you to outline policies for each of your EFT membership levels and automatically calculate first-draw dates and prorated dues? Providing automation of tasks and arming
a buy-one-get-one half off, make sure you can set up inventory reorder points and quantities so that you don’t risk running out of stock or creating purchase orders too late. During the busy season, you will likely have first-time guests walking through your doors, so make sure you are able to electronically collect their demographic information, email address and mobile number along with their preferred method
Once you are in the heart of season, you want to make sure your systems are already streamlined based on experience from prior years, so that you can focus on your salon guests. your staff with information throughout every transaction that they process will ensure efficiency at the time of year when it’s needed most. When it comes to marketing, pre-planning a schedule of promotions is vital. Now is an opportune time to ensure that your software system will allow you to preconfigure the marketing initiatives you want to run during specific date ranges throughout the upcoming months. When completing this back-office type configuration for those product-related promotions such as
of contact. Creating a positive experience in the salon during a first visit and planning follow-up marketing to these guests will result in turning a large percentage of them into long-time, repeat customers. Now is the time to focus your efforts on strengthening relationships with existing customers, as well as fostering long-lasting relationships with new ones. Having the right tools and resources in place will allow customer service to be your focal point and ultimately grow your business to the next level this season! ■
About the Author: Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models. Call Melissa at 866.SUNLYNC x3 or email mdamiani@sunlync.com.
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you wind down from the holiday hustle-bustle, it’s time to start putting into motion your plans for what will soon be the busiest season of the New Year. Having the proper tools in your toolbox will not only enable you to operate efficiently, but will also help to ease some of the anxiety you may have at this time of year. You’ve probably already begun determining which service and retail promotions you will offer and when, created the sales goals that your team needs to achieve over the coming months, purchased and installed new equipment, established your marketing initiatives, and started hiring and training seasonal staff. With the right systems in place, all facets of your organization are measurable. Analyzing your historical data will help you to ensure you are properly prepared for everything the busy season encompasses; from staffing strategically and stocking ample inventory to optimizing your marketing efforts. As you use your data to forecast your sales during the upcoming months, the highest priority will be to ensure that your systems and processes can optimally handle the influx of traffic into your salon. The customer service that you and your team deliver is of highest priority and once you are in the heart of season, you want to make sure that your systems are already streamlined based on experience from prior years, and that you can focus on your salon guests. One of your most valuable resources is your staff. Whether they are veteran team members or hired specifically as seasonal employees, a key to your salon’s success during the busy season will be having a well-trained team. A quick-to-learn and user-friendly software program that can automate tasks for your staff will undoubtedly turn out to be one of your biggest assets.
Change Your Thinking
AND CREATE A CULTURE THAT PEOPLE DON’T WANT TO LEAVE
5 Steps to Turn Negative Thoughts Into Positive Actions By Jessica Rector
DO
you have a Negative Nancy (NN) or Toxic Tim (TT) on your team that you’re keeping longer than you should? Would you let them go if you weren’t so short-staffed? One Negative Nancy or Toxic Tim infiltrates the whole company and it spreads throughout, affecting everyone. Think of it like this: You attend a meeting that includes NN. When you leave, you approach Positive Polly and share with Positive Polly, “It’s so frustrating dealing with NN. Why is she still here? All we do is constantly listen to her babble and unhappiness.” Before you know it, you become a Negative Nancy, and Positive Polly sees the impact the original NN has made on you and the team. It only takes one person thinking negatively to bring the whole environment, culture, and team down. In order to help you, Positive Polly shares the following. You have 60,000 thoughts a day and 80% of them are negative. These come in the form of doubt, worry and stress and are linked to poor attitudes, declining engagement and poor performance. 48
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Most people think they are positive and optimistic, yet negativity shows and they don’t recognize it. In fact, 95% of your thoughts are repetitive. So, all of the negative thoughts keep getting repeated, impacting how you show up, speak out, lead and live. Your thoughts are the fundamental foundation of everything you do and everything you don’t do, yet oftentimes, you don’t think about them. When was the last time you thought about what you thought about? If you’re like most people, you think the same way you’ve always thought, resulting in the same behaviors, actions and results. If you want to change relationships, communication, interactions, your confidence, you must first change how you think. Once you change that, then everything else will change as well. Here is a five-step process to help you change your thoughts to invoke different actions, behaviors and results and develop a positive work environment.
1. Identify –
Recognize your thoughts. There’s an exercise to help you very specifically identify your negative thoughts. It’s called the Stand up/Sit down Exercise and it’s great to do as a team. Have someone read a set of statements. For every statement you agree with, you will move your body accordingly. Everyone starts in a stand-up
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If you want to change relationships, communication, interactions, your confidence, you must first change how you think. position. For example, if the first statement is “If you’ve ever thought you’re not smart enough,” and you agree, you’ll sit down. If you disagree with the statement, you’ll remain as you were. If the next statement is, “If you’ve ever thought you don’t have enough time,” and you agree, you’ll move (either stand up or sit down depending on what you did for the first statement). This repeats for every statement read (there should be about 15 statements read). During this activity, you can expect to hear laughter evoke from your group, as they are moving for most of them, which shows that negative thinking arises without you consciously knowing. And you have a lot more of them than you believe.
2. Write it –
Once you’ve identified your negative thoughts, it’s important to write them down. Something happens in your brain when you write things down. They tend to become real, and you remember them more. So, when you write down your negative thoughts, you become more mindful when they arise. Follow the rest of the process with just one of your negative thoughts. Once you have mastered one, work on another (you don’t want to overwhelm yourself or burn out from doing too many at once).
4. Reframe – List all the ways to reframe the negative thought. There are two ways to do this reframing. First, you can say the opposite of the negative statement. Instead of saying “I’m not a good enough leader,” you can say, “I’m an awesome leader.” The second way is to ask questions. For instance, what courses do I need to take to become a better leader, what leadership book should I read to improve my leadership skills or who can mentor me into being a better leader? Your brain is constantly talking to you. If you say you’re not a good enough leader, your brain will validate it with all the ways that it’s true. If you say you’re an awesome leader, your brain will validate it with all the ways that it’s true. So, listening to the positive part of your brain will make all the difference in your work and life.
5. Action –
Once you have your reframing options, pick one to take action
on. Nothing changes until you take action on it. Small action makes a huge difference. If you want to know the best leadership book to read, you may initially think you do not know any; however, your brain can solve that dilemma. It’ll reply with ideas to look up leadership books on Google, put a post on Facebook asking your friends for their recommendations or look up Amazon book reviews. Then, it’s time to decide which action you will take (which book to order and order it). Small, consistent action is key to eradicating negative thinking. The more you work through this process, the more positive thoughts you have. You’ll soon recognize negative thoughts in others and can help them master their own mindset. You’ll become the Positive Polly and help develop a positive work environment that no one wants to leave. ■
3. Triggers –
What are your triggers for your negative thinking? Triggers can be a place, situation, mood, experience or thing. If you’ve ever had a conversation with someone and walked away saying to yourself, “Why do I even bother,” then you know a trigger can be a person, too. And many times, it is a person. Write down all of your triggers. When you’re aware of your triggers, you can be on the lookout for them. When they come up, as they will, you are armed to not allow the negative thoughts to follow.
About the Author: Jessica Rector, MBA, author of the #1 best-selling Blaze Your Brain to Extinguish Burnout and nine other books; helps organizations, leaders and teams Say Yes to eradicate burnout and enhance mental health. As a burnout trailblazer, her research is used in her consulting and speaking and often shared on her podcast, “The Say Yes Experience.” For how Jessica can help your organization and team, go to jessicarector.com
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10 Rules for
HIGH-PERFORMANCE MARKETING Chanelle Malambo/peopleimages.com / stock.adobe.com
By Grant Cardone
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usiness is a game; and like any other game, there is a certain way you gotta play to win. On top of that, every one of your company’s departments has a different set of strategies that score revenue. This article tackles marketing rules in particular that you should NEVER break – and why they can help you succeed. First, if any of these promotional practices have a chance of working there are two things for you to adopt:
1. You must use all these methods – even if they make you uncomfortable. 2. They must become non-negotiable operating procedures for your company. Much like my “12 Business Commandments”, I have only ever gotten into trouble when I violated these marketing rules. So, keep both of the above principles in mind as we move through this list one by one. These Marketing Rules will all be effective – as long as you allow them to be.
Rule #1
PROMOTE SO MUCH, THERE’S PUSHBACK
As an entrepreneur, promotion should become a round-the-clock activity. Before you tell me that it’s too much, let me ask you something: Could I ask any man, woman or child on the planet what you do, and they’d be able to tell me? Because if they can’t, you’re not promoting enough, my friend. And once you start to hear that you are doing it too much or you’re repetitive – that’s when you’re getting somewhere! Then, you should do it some more. This is at the top of the list of marketing rules for a reason. Because if you stop, the customers will start to forget you.
Rule #2
DON’T OVERDEVELOP OR OVERTHINK
I know this one is going to rub some of you the wrong way; namely, anyone who is extremely proud or a stickler for details. You can’t wait for your product to be perfect before promoting it. In the marketplace, waiting to “work out all the bugs” is suicide. To prove it, I’ll give you an example of a subpar product that is unstoppable: the iPhone.
At this point, it is common knowledge that whenever the newest model comes out, there are technical issues. Apple continues to send updates on these phones for years after they are released and yet, people buy them like crazy whenever a new one drops. Even though it’s one of the most polarizing marketing rules, it holds true: The best-known will always beat the best product.
Rule #3
VALUE ATTENTION OVER TIME
I agree that your time as a business owner is worth as much as money. However, there is an even more valuable currency: attention from the marketplace. For that reason, the No. 3 marketing rule is that investing time into promotion is non-negotiable. Not only that, it needs to be a priority. I know that you have a list of reasons to put this on the back burner. I know because I have made all the same excuses. There is always going to be other stuff in your company that you need to address, like problems with employees, vendors missing deadlines … it never ends! But, consider what it will cost you and your business not to have potential customers get to know you.
Rule #4
REPEAT SUCCESSFUL ACTIONS
This next action is one of the easiest ways to improve your marketing plan, but also one of the most violated rules: If it worked, do it again! Just duplicate the same campaign, offer, etc., and update it according to dates. Marketers and entrepreneurs alike are afraid of doing this because they feel like they have to reinvent the wheel every time. But, why mess with perfection? People clearly liked and responded to it. After all, you wouldn’t mess with a great recipe, so run the same play as long as it works. With that idea in mind, the next rule applies to the digital branding space:
Rule #5
ASSUME NOBODY SEES IT
Already, I can feel you objecting to what I said in the prior section. I bet even some readers left this article entirely after reading it! Nonetheless, I am about to double down on this – especially when it comes to social media. When a social media post performs, post it again AND on other platforms. Further, don’t worry about your audience complaining they saw it already. Because I can almost guarantee that they didn’t. Ask yourself: Do you see everything posted by those you follow? Do you follow them on every platform? Would you notice if they had said something similar before? Your audience has full lives outside of following you. On top of that, they may not have seen your offer post because they weren’t ready for it. As long as your branded content marketing is good, you should have no shame in repeating it. →
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Marketing is how you make a cold call to the world. By that logic, it is the foundation of any revenue generation. Rule #6
BE FAST – NOT PERFECT We already discussed not waiting until your product or offer is fully realized to market it. Now, I am going to encourage you to take a similar approach to promotional material. In particular, don’t waste too much time split-testing landing pages for things like colors or different copy. As long as your offer is clear and customers can buy it, make it live. You can always make adjustments and improvements later. This marketing rule is also true for social media posts, by the way. Sometimes, I put out something with misspelled words or another mistake and it performs better than a “perfect post.” The faster you are to the marketplace, the faster you start earning money. Nonetheless, you must understand that in the long run, brand awareness is more valuable than capital.
Rule #7
UNDERSTAND MARKETING IS SENIOR TO SALES Of course, you must be aware if financial red flags are popping up in your organization. But that doesn’t mean to pump the brakes on promotion. In contrast, you need to promote more if you’re experiencing money trouble. Marketing is how you make a cold call to the world. By that logic, it is the foundation of any revenue generation. People are more likely to buy from you if they already know your marketing message. In fact, it is impossible for them to do any business with you if they have no idea you exist. Hammer this down alongside the other marketing rules, and you’ll be set up for success. 58
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Rule #8
BECOME FREQUENT AND CONSISTENT A key part of any great marketing program is not only consistency but frequency. This means organizing schedules and systems to run campaigns and measure effectiveness. This includes everything from: • Marketing campaign metrics (if you run ads), • Social media engagement, • Tracking opt-ins on pages, • And, everything in between. Also, don’t be discouraged if you don’t go viral right away. Promotion is a long game. So, the more you follow this rule, the more ROI you’ll get from promotion. Because then, your target market will trust and know you.
Rule #9
DON’T WORRY ABOUT MAKING MISTAKES As of the writing of this article, cancel culture is alive and well – especially online. However, I don’t want your fear of being canceled to prevent you from getting attention with your digital marketing. Ultimately, your campaigns must break through the noise and sometimes, that means getting spicy. I promise you there is no one thing you can say that can kill your business.
It is okay to be unpopular. As long as you are ethical, you have no reason to fear speaking your mind. Still, there is one more on this list of marketing rules and it is the Holy Grail of them all ... The Most important of ALL Marketing Rules … The last rule you need to implement regarding your marketing is:
Rule #10
BE EVERYWHERE. Whether that’s new social media platforms, email marketing, running ads where your audience usually is not – it has to look like you are following your target audience everywhere they go. Yeah, at first they might be annoyed at seeing you. But eventually, that turns into curiosity and then, conversion. Even new places that seem like a failed venture means there are more eyes on your brand that weren’t there before. Keep branching out. It’s the only way to stay relevant.
THESE MARKETING RULES SHOULD FEEL OVERWHELMING I have given you a lot to chew on with these rules of marketing. And that’s understandable – because that is the point. The reason entrepreneurs struggle with promotion is that they half-ass their marketing efforts. They don’t see results in two seconds, and immediately back off. Don’t make that same mistake. Marketing is like planting trees. You aren’t going to have a redwood forest the day after you plant seeds. Put the systems in place, keep at it, and you’ll come out on top. Follow these Marketing Rules and be great. ■
About the Author: Grant Cardone is a New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.
Contributors
IST has the experts! Grant Cardone
CARDONEZONE Star of Discovery Channel’s “Undercover Billionaire,” Grant owns and operates seven privately held companies and a private equity real estate firm, Cardone Capital, with a multifamily portfolio of assets under management valued at over $4 billion. Known internationally as the leading expert on sales, marketing and scaling businesses, Cardone is a New York Times bestselling author of 11 business books, including The 10X Rule, which led to establishing the 10X Global Movement and the 10X Growth Conference, now the world’s largest business and entrepreneur conference. Voted the top Marketing Influencer to watch by Forbes, Cardone uses his 15 million + following to fund his Grant Cardone Foundation, a non-profit dedicated to mentoring at-risk adolescents in financial literacy, especially those without father figures.
Melissa Damiani
SUNLYNC SOFTWARE, INC. Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models.
Jack Dumoulin
CO-FOUNDER, THE SCHOOL OF HARD KNOCKS The School of Hard Knocks, a media company that promotes financial literacy and career mentorship on social media by interviewing successful entrepreneurs such as Mark Cuban, Kendra Scott, Gary Vaynerchuk and many more. The company has amassed over 8 million followers and has generated over 2 Billion organic views across Instagram, Facebook, TikTok & YouTube in just three years. In addition to their media channel, the company also manages and produces social media content for the personal brands and companies of successful entrepreneurs across the U.S. Email schoolofhardknocksinfo@gmail.com. 62
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J.R. Homer
FOUNDER, INSTATAN SALONS (PA) “The People’s Champ” is the creator/ owner of InstaTAN, Namaste Natural Skincare, Island Lover Skincare, Level Tan and The Level Family. He is the creator/admin for the “Tanning Studio Forum” and “Used Tanning Equipment Auction” FB groups. A husband and father of two, Homer was Linebacker of the Decade for Brentwood (PA) High School, an undefeated amateur boxer, and is currently a purple belt in Jiu Jitsu via Steel City Martial Arts.
Gary Lipman
ERGOLINE-UK, ERGOLINE PLUS In the tanning industry since 1982, Gary is Managing Director of the UK subsidiary of Ergoline, and runs Ergoline Plus, the exclusive distributor for a wide range of sunless products and spray systems. He is also Chairman of the Media Committee for the UK’s Sunbed Association & a European Sunlight Association member.
Sandra Odunukwe
COMMERCIAL BROKER, PRIME CAPITAL REAL ESTATE GROUP A Commercial Broker with Prime Capital Real Estate Group, Sandra brings a wealth of knowledge and experience to the table. A proud graduate of the University of Texas at Arlington, she earned her Bachelor’s degree in Science. With a background in service and product sales spanning eight years, Sandra has developed a strong passion for real estate. She is excited to be a part of IST Magazine, contributing insights and valuable real estate tips specifically tailored for tanning salon owners. Reach out to Sandra@primecapitalRE.com
Lisa Saavedra
DEVOTED CREATIONS As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 18 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen the IST Magazine “Person of the Year” five times.
Kristin Smithers
SUNNY SHORES TANNING & TREASURES A salon operator in North East, PA since 2019 and an industry professional since 2016, Kristin has studied business and also obtained her diploma from the Photonic Therapy Institute to become a Certified Light Therapist. She is now Board Certified by the Board of Advanced Natural Health Sciences. When not providing services at her wellness spa, Kristin can be found assisting other salon owners in online tanning forums, staying updated on the latest scientific studies supporting light therapy, attending clinics and training required to keep her Board Certification or attending her four kids’ sporting events.
Dr. Jim Schleckser
FOUNDER, THE CEO PROJECT Jim helps leaders grow companies. With 30 years of business leadership experience, he has led global organizations in public and private environments across many functional areas. He has authored two best-selling books and is quoted in The Wall Street Journal, New York Times, Time magazine, and on NPR. His ideas have been translated into nine languages and he has done business in over 42 countries. Holder of a degree in Chemical Engineering from the University of Delaware and an MBA in Marketing & Finance from the University of Connecticut, Jim also earned a Doctorate in Business Administration at the University of Maryland Global Campus. He serves on multiple for-profit and nonprofit boards, is a Certified Sommelier, avid soccer player and prolific reader. Visit TheCEOProject.com.
Michael Toppel
ASSOCIATE, RETAIL DIVISION, HENRY S. MILLER BROKERAGE Michael specializes in tenant representation, landlord representation and project leasing. In addition, Michael works as Property Manager in the Realty Management Division. With his experience in both Property Management and Leasing, Michael has a wide spectrum of knowledge to best serve his clients. Michael attended the University of Arizona where he majored in Finance at The Eller College of Management.
Alex Zeedyk
Joe Schuster
SUN IS LIFE® An industry veteran and consultant, Joe has taught salon operator training since 1995 and has served as an advocate for indoor tanning in many capacities. A sought-after speaker and presenter at both national and regional trade events, he also interacts with the FDA, state and local regulatory agencies. Joe is director of Sun is Life Training & Certification.
DEVOTED CREATIONS A recent University of South Florida grad, Alex holds a degree in Marketing. She started as an intern in 2021 and has since transitioned into the role of Client Relations and Social Media Specialist. With over five years of experience working in salons, she has real-world knowledge that combines with a passion for skincare and products. Alex works closely with the company’s product distribution network and 5 Star Diamond Salons to provide the support they have grown to expect from DC. 63
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