Theresa Heath-Warren welcomes a remarkable guest, who shares her inspiring journey from corporate marketing to becoming one of the UK's top influencers in the industry. The conversation delves into the challenges and triumphs of starting a business as a single parent, the importance of consistency in content creation, and the power of storytelling in marketing. They discuss the nuances of email marketing, the role of AI in content creation, and the significance of understanding one's unique voice in business. With insights on navigating the beauty industry and the value of personal connection, this episode is a treasure trove for beauty salon and clinic owners, as well as entrepreneurs looking to carve their own paths.

KEY TAKEAWAYS

Embrace Courage Over Confidence: It's essential to have the courage to start new ventures, such as creating content or launching a business, even if you lack confidence initially.

Consistency is Key: Establishing a regular schedule for content creation, whether it's a podcast or email newsletters, helps build an audience and keeps you accountable.

Personal Connection in Communication: Writing emails or creating content should feel personal and conversational. Addressing your audience as if you're speaking to one individual can enhance engagement and relatability.

Utilize AI Thoughtfully: AI tools can assist in content creation, but it's crucial to input your unique voice and perspective. Using AI to refine your ideas rather than generate them from scratch can help maintain authenticity.

BEST MOMENTS

"It was never planned and there was no strategy. It was mainly winging it, but somehow it got me to where I am." - Theresa

"You have to have the courage first. So don’t wait for confidence. You’re not going to have it because you have no experience of doing it."- Theresa

"If you can go online, you’re doing a service to the people watching. It’s not about you; it’s about them."- Theresa

"Sometimes getting thrown in at the deep end is the best way, isn’t it?" - Susan

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://www.instagram.com/teresa_heathwareing/

https://teresaheathwareing.com/

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan engages in a captivating conversation with Liz, a seasoned expert in intellectual property law, particularly within the beauty industry. They reflect on their long-standing friendship and Liz's impressive journey from a science background to becoming a leading IP lawyer. The discussion delves into the importance of protecting intellectual property for businesses, especially in the rapidly evolving beauty sector, where branding, trademarks, copyrights, and patents play crucial roles. Liz shares valuable insights on how entrepreneurs can safeguard their innovations and navigate the complexities of IP law, emphasizing the need for strategic planning and expert guidance.

KEY TAKEAWAYS

Importance of Intellectual Property (IP): Understanding and protecting intellectual property is crucial for businesses, especially in the beauty industry, as it can significantly impact brand value and market presence.

Types of IP Protection: Key forms of IP protection include trademarks (for brand names and logos), copyrights (for creative works like photographs and written content), patents (for innovative products and formulations), and licensing (for allowing others to use your IP).

Proactive IP Strategy: Businesses should consider trademarking and protecting their IP from the outset, especially in the age of social media where brands can quickly gain global recognition.

Data Protection Awareness: With the implementation of GDPR, businesses must be vigilant about data protection, ensuring that client information is securely managed and that there are clear agreements regarding data ownership, especially when employing self-employed practitioners.

BEST MOMENTS

"I think it's great to find your groove in that sort of way. I worked for a number of bigger law firms and then set up on my own in 2007." - Liz

"What I love about your company is that nothing seems too small. Every client matters, and your money's just as good to me as it is coming from a big brand." - Susan

"You need to trademark from the get-go... Social media's changed everything. You put a brand onto YouTube, and it can become a global phenomenon really quickly." - Liz

"Copyright protects the physical expression of something... So, for example, a photograph, a piece of music, a piece of software, a piece of written work." - Liz

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan welcomes PR expert Amanda Fitzgerald, known for her ability to help businesses gain major visibility. Amanda shares her inspiring journey into the world of public relations, starting from her early experiences in her mother's bead business to launching her own ventures. The conversation delves into the importance of PR as an essential business life skill, emphasizing how it can elevate a brand's credibility and attract clients. Amanda offers practical tips for getting started with PR, including the significance of crafting a compelling pitch and the value of local press coverage.

OFFERS

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https://www.amandafitzgerald.co.uk/AwardPR

KEY TAKEAWAYS

Importance of PR as a Business Skill: Understanding how to promote oneself and one's business through public relations is essential for all entrepreneurs, regardless of their industry.

Local Press as a Starting Point: For those new to PR, starting with local publications can be beneficial. Gaining recognition in local media can lead to opportunities in national press, as journalists often look for local stories.

Preparation is Key: Having a PR toolkit ready, including professional photos and a well-crafted press release template, can streamline the process of pitching to the media.

BEST MOMENTS

"Getting publicity even for a CEO all the way down to absolute beginner is an essential business life skill. You need to know how to self-promote." - Amanda

"I think a lot of it just procrastinates and thinking what you should do." -Susan

"Whenever you're pitching yourself to the press, think about the reader, the viewer, or the listener, not just you, the business owner."- Amanda

"The power of PR is amazing at raising your profile, so it shouldn't be overlooked."- Amanda

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

http://www.amandapr.com/

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/