The Longhair Lifestyle International HQ: Why online businesses can benefit from real storefronts.
While The Longhair Lawyer has spent the last few years making a splash on social media — particularly with business professionals and young attorneys — it’s been missing out by not having much of a physical presence. Now that I’m operating three other business pursuits, it’s time to make a strong effort to bring things back to the real world.
For those who are encountering The Longhair Lifestyle for the first time or are just confused at what the **** is going on over here. This is the breakdown.
The Longhair Lawyer is a law practice.
The Longhair Laborer is a general construction contracting business.
The Longhair Linguist is a publishing company.
The Longhair Lifestyle is a parent company to the non-law businesses and an online retailer.
These businesses have no practical need for a storefront, but — for a while now — I've wanted one. Not a public office, just a nice-looking building with a sign out front to remind folks that my businesses exist outside of the realm of ones and zeros. This little tin can fit the bill.
I like to be as transparent as possible in all things, so here is exactly why I chose this building, why I'm going to the trouble of cleaning it up myself, and how, from a marketing perspective and a community perspective, I think it's a wise decision.
First, this building is located in my tiny hometown, Ritzville, WA, and is owned by my parents. It was once a motorcycle shop and a Husqvarna dealership. Later, my dad bought it for his hobby/wine business. He had hopes of building a tasting room, but ultimately got tired of making and selling wine. We've got a sweet deal: I pay for materials and some utilities, clean the building up, and get to slap a sign out front. In exchange, they get a nicer building.
Second, my hometown has been struggling for a generation. It used to take a whole family to run a farm— now it takes one child. We used to have a busy railroad depot - now trains just pass through. People used to drive through town on their way to Spokane — now, 17,000 cars pass by us per day on the interstate (we're like radiator springs). Anything I can do to clean up the town that built me is money well spent.
Third, cleaning up a building — even if it's as simple as painting and doing some minor repairs — builds legitimacy for my construction business. Most people know me as The Longhair Lawyer. While my brand prevents them from assuming I'm a jerk, it doesn't stop them from assuming I am a desk jockey with lily-white hands and a weak constitution. Would you hire a lawyer to paint your house or install your septic system? Probably not. But, if you drove past a building that was a testament to that lawyer's ability to do quality work, it might change your mind. In the business world, it’s called“proof of concept.”
It’s a work in process but it’s coming along nicely. To get to where we are now, I:
Power-washed the sides and roof of the building and taped off the windows and some trim pieces.
Put two coats of paint on the sides of the building and one coat on the roof.
Painted the vertical trim pieces and the trim over the eaves of the building.
Power-washed the concrete in the front, as well as the lien-to in the front of the building.
Power-washed away all the overspray on the sides of the building.
Painted the old gasoline vents and pump handle hangers (that’s where the sign is hung).
Broomed about 10 wheelbarrow loads of old gravel, dust, and sand off the pavement around the building.
Built a sign out of a 4x8 sheet of plywood and a vinyl banner.
To wrap this project up, I still need to:
Get an additional coat of paint on the roof (the Ritzville Wind, 90+ degree weather, and living 3 hours away make it tough to find a window of opportunity).
Paint the wood posts holding up the lien-to in the front.
Build a frame around the sign in the front.
Paint/repair the garage door, main door, and the trim around them.
Do a little touch-up painting in some spots where there was spillage and overspray.
Make a few other finishing touches, like adding flags out front, and more information about The Longhair Lifestyle Businesses.
On top of that, I think the landowners might want me to build a cedar fence across the property line and paint the outbuilding. Maybe we’ll get some new windows too. Why not showcase a few of those Longhair Lifestyle T-shirts? Then I can really call it a storefront.
