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How to Make the Most of
Online Reviews
By Felicia Brown
It's 4:00 a.m. I can't sleep, so I'm at my
desk taking care of my big to-do list,
which includes scheduling a brow wax for
myself this week. I already see someone
for waxing that I know, like, and trust, so
I'll book with her. But at this very moment,
other prospective (and potentially sleep-
deprived) clients in your area are looking
for someone they can entrust with their skin
and scandalously bushy eyebrows. Will they
choose you?
Many consumers look for trusted skin care and spa
professionals through the recommendation of someone they
know. However, personal referrals are not always possible,
especially in the wee hours of the morning. Thus, online
reviews have become a common way for potential clients
to find reputable service providers—and for skin and spa
What is told in the ear
of a man is often heard
100 miles away.
—Chinese proverb
