Issue link: https://www.ascpskindeepdigital.com/i/225798
Remember that paragraph you wrote on who you are? A version of that should be used in your marketing materials, including the "About Us" section of your website and any social media pages you maintain for your practice. Clients want to know about you. On social media, in addition to your own posts, share images, videos, and other items that match your message and your passion. Stay original, though—avoid letting your social media sites become nothing but a wall of feelgood quotes from others. You want to give your clients something to grow on, not to scroll past. If you are not already using technology in your marketing efforts, take it one step at a time. Set a goal to add just one new method of sharing your vision. Slowly master that method and you're on your way— then add another. Technology and online marketing should be used to enhance your business relationships, not to replace other types of contact. Skin care and spa businesses benefit from cultivating the fellowship and natural, personal relationships that come from being in real-time, faceto-face contact with clients, potential clients, coworkers, and the local community. Stay focused on your clientele. Think about what their interests and needs are, and find a way to work those things into your communications. Be an Original Estheticians must constantly ask new questions to be sure of standing out as true originals in a crowded marketplace. What are you solving? Are you current and on trend, as well as original? If you take the time to go beyond your day-to-day tasks and encourage your creativity to flow, you will reap the highest satisfaction and greatest rewards, and impress your clients with an experience that isn't like anything else. In the process, you'll find that being who you truly are will make your working day more fun and exciting for you, as well as making your work more appealing to your clients. Lynn Parentini is a respected author, educator, esthetician, massage therapist, former makeup and skin care salon owner, and supporter of Dress For Success. She is a member of the National Multiple Sclerosis Society and the National Cosmetology Association, and is the author of The Joy of Healthy Skin (Prentice Hall, 1995) and Stone Journey (Esthetic Alternatives Inc, 2000). Contact her at lparentini@ymail.com.