Expert Advice from Kerry Benjamin

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We asked esthetician and skincare expert Kerry Benjamin for a little expert advice:

What advice would you give to someone who feels overwhelmed by the competition? Competition is a good thing! It validates your idea and forces you to be more innovative and efficient.

What top three tips would you like to pass along to those who have just started to use social media? 1: Start with a focus on one or two platforms.  2: Identify the key messaging you want to communicate and develop a tone that is consistent with your brand.  3: Deliver a balanced mixture of original, shared, and personal posts with quotes, videos, and photos.

When you think of the best people to work with, what traits do they share? They are h
onest, self-motivated, creative, smart, worldly, positive, problem solvers, and have a sense of humor.

Give a budding entrepreneur your best hiring and firing business practices. Get r
eferrals for hiring. Be quick and to the point when letting people go.

Entrepreneurs often say that “you can’t do it all.” What three things do you always outsource?  SEO,
 copywriting (though I always do the final editing), and logo and packaging design.

What business book would you recommend to someone who is either about to launch or in the early growth stage? 
I don’t read business books! I do my research online and gather information from a variety of sources.

What are your thoughts on raising capital? 
Only take it if you need it, and if you do, take less than you think you need. I self-funded my business by starting small and reinvesting profits to continually grow.

My best advice to a woman launching a venture is… 
Know every aspect of your business. Start small and become an expert at whatever you do. And, most importantly, do something you are passionate about and have fun doing it!

What would your advice to your younger self be? 
Stop being so critical and insecure, it will only hold you back from true success in every aspect of your life.

And finally, please share your top five tips that would benefit an entrepreneurial woman launching or growing her business:

  1. Become an expert and establish yourself as such.
  2. Be the very best at whatever you are doing.
  3. Be flexible to allow your business to change and evolve.
  4. Always be humble, kind, and honest.
  5. Don’t procrastinate or make excuses! Things don’t have to be perfect the first time. Get your idea out there, find your customers, and adapt.


Image: Sam Fielding

Copy Editor: Noelle Hale is a writer/editor/proofreader/wordsmith who in a former life was a lawyer and senior sales executive for legal research and education companies. She has known Nada Jones for 20 years and one of their first collaborations was the ill-advised completion of the LA Marathon without actually having trained for it first. After many wonderful years spent living and working in New York and Los Angeles, Noelle and her husband and their two children are now happily ensconced in beautiful Fort Collins, Colorado.

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