I normally (on black shoes): Will lightly buff them by hand with a clean white cloth to remove some of the wax buildup Lightly buff with a horsehair brush to remove any bits that might have built-up with the cloth, mainly in the area where the sole meets the shoe Apply black shoe crème as equally as possible to the entire shoe Let come to a dull haze, I want to make sure it adds a nice amount of moister to the shoe Buff with a dark horsehair brush Let sit for a bit Apply first coat of black shoe polish lightly as even as possible, and let that come to a deep haze Brush with horsehair brush Apply second coat of black shoe polish following same directions as the first coat Brush with horsehair brush Then I use a high quality shoe polisher, set at a low setting, and apply the shoe by hand to the clean black lamb's wool end and polish to a smooth finish This leaves my shoes looking polished, with a deep "˜brilliance' (for lack of a better word), but not glossy / glassy at all Jon.