Issue link: https://www.ascpskindeepdigital.com/i/1299736
find your dream career! ascpskincare.com/career-toolkits 41 FOLLOW THE LEADERS ascp skin deep special advertising section Q. What made you decide to start Massage & Spa Success? A. With 20 years of experience in the massage and spa industry, I wanted to help therapists fi ll in the gaps in their education. Most massage and skin care schools teach the skills needed to help our clients, but they don't teach students how to run a successful business. I didn't know anything about marketing, rebooking, or upselling when I entered the profession, and I felt I could make a diff erence in our profession by specializing in this educational niche. Q. What services do you provide to your clients? A. I provide done-for-you marketing materials and content, including brandable images, blog and newsletter posts, advertising copy, and more. I teach workshops and classes focusing on marketing, retaining clientele, gift certifi cate sales, and spa services. I also cohost the Global Wellness Professionals Marketing Summit (globalwellnessprofessionalsmarketingsummit.com) with Tim Cooper and provide coaching packages for those who are interested. Q. What's the most common business mistake massage and spa therapists make? A. I think it's underestimating the amount of eff ort needed to bring in new clients and build a business. It's easy to get discouraged when you feel like your eff orts aren't getting results, but sticking with it and getting your business in front of the right people will work—though it's not always a fast process. Q. How has the COVID-19 pandemic a ected your business? A. I did have some therapists and estheticians who needed to cancel their marketing content subscriptions, or who retired altogether. I was able to provide relevant content for supporting clients at home and how to put together online programs that did very well. I just adjust, try new things, and keep going! Q. What are the characteristics of an e ective leader? A. I think eff ective leaders lead by example. I strive to practice what I teach, stay positive, show up consistently, and keep setting bigger goals for myself. It's easy to get discouraged when you feel like your efforts aren't getting results, but sticking with it and getting your business in front of the right people will work—though it's not always a fast process. —Gael Wood Gael Wood, LMT, esthetician, and owner of Massage & Spa Success sponsored by Massage & Spa Success