Sue Perez is an Emmy Award-Winning Makeup artist for her work at NBC Universal and has over 15 years of professional experience in TV film and video. A native to the New York City area when she's not on location for hot shows on HBO and CBS she is working with her clients. She helps them uncover their brand message and generate content that converts using video and attracts new clients online.

Title: From the beauty counter to book and beyond!

Can you tell our readers about your background?

I started my career in beauty behind the makeup counters of 5th Ave dept stores in NYC and worked up to management. During that time I worked as a freelance makeup artist in fashion magazines so I could build a portfolio. My goal was to work in TV and join the makeup and hairstyling union local 798. I eventually joined in 2014 and after being nominated for my craft a couple of times, I won an Emmy Award in 2019.

What inspired you to start your business?

Women were always impressed when I told them that I was a pro makeup artist and would often ask for advice or they would feel embarrassed saying that they weren't wearing makeup or didn't know-how. These were the bank tellers, cashiers, med staff at the doctor’s office. Really hard-working women who just didn't have time and wanted to learn some basic makeup. So I published my book with them in mind. Beneath The Makeup- 12 lessons to Empower and Inspire You! (Amazon).

 Where is your business based?

I work in the New York City area and work virtually over Zoom with clients and in-person depending on the agreement. 

How did you start your business?

I thought about it for a year, had my name picked out and contacted Legalzoom when I was ready to set up the legal side of my brand. It was important for me to do this so I could accept payment as a company and have the professional look of a business woman.  One of the first freelance jobs I was hired for was for a magazine that wanted me to hire hair and makeup artists for a consumer event in Houston TX. So I did all the leg work of finding the talent and bringing my business checkbook to pay them. Taking these first steps made me feel successful.  

What has been the most effective way of raising awareness for your business?

Using social media platforms like Facebook, LinkedIn and Youtube has been really great in generating brand awareness and I also attend and promote virtual summits, do interviews on youtube, podcasts and write blog content for other websites.

What have been your biggest challenges and how did you overcome them?

When Covid hit NYC in March 2020 I stepped into my business full time offering virtual beauty packages. Many women were still client-facing except now they were doing it over ZOOM. I was so successful at this that I ran a free 5-day challenge called Makeup and Shake Up your Videos. I got tons of engagement in my Facebook group and new subscribers.

How do you stay focused?

I believe in having a strong mindset and benchmarking my successes. But I also know when to take time off when I need it and take breaks as I work throughout my day. Burnout and overwhelm is still happening to my clients and when I coach them I definitely help them around that.

How do you differentiate your business from the competition?

I have a great perspective when it comes to how you need to look and sound on camera because of my work in TV, but my marketing skills also impact what I can offer clients. I just added a new package in my business that allows me to work a business that takes clients in the office and has a podcast.

What has been your most effective marketing strategy to grow your business?

Building effective email marketing with really valuable content.

What's your best piece of advice for aspiring and new entrepreneurs?

You don’t need a huge list to be successful, or even a fancy website. Just start building content that attracts your ideal audience and keep offering value.

What's your favorite app, blog, and book? Why?

App- Noom. I’ve lost 50 pounds and love the community, daily logging, and weight loss. It keeps me accountable and it’s really educational.

Blog-Forbes. Because I love reading about other successful women entrepreneurs!

Book- The Millionaire Mind- it proved that statistically, Millionaires didn’t have an Ivy League education or degree at all. 

What's your favorite business tool or resource?

 Tech definitely. My MacBook Pro and internet access. 

Why? There is nothing more powerful than being able to connect with the entire world!

Who is your business role model? Why?

Oprah.

She embodies what it means to come from nothing, abuse, discrimination and create an empire that continues to inspire and support greatness.

How do you balance work and life?

I start every day with what I call The Power 90. I set my alarm and wake up, brush my teeth and do 30 minutes of meditation, 30 minutes of fitness, and 30 minutes for food. All before I open my first email. It is truly amazing how productive the rest of my day is. 

What’s your favorite way to decompress?

Travel. Changing my environment is not an escape, it's a necessity. Even a long weekend away at an Airbnb works for me.

What do you have planned for the next six months?

Continue my coaching business with my clients.

Celebrating my wedding anniversary in Honolulu Hawaii.

Launch a collaborative event with my client.

Run another free challenge.

Run another version of my online program.

Create another virtual product around beauty. 

How can our readers connect with you?

DynamicVideoCoach.com there is a link where they can set up a free one hour of coaching with me.  Thank you Femfounder in advance! Hope I can be featured in 2022!