Issue link: https://www.ascpskindeepdigital.com/i/97199
8. Check Spelling and Grammar 10. keep in Touch with Past Clients Nothing will kill your reputation faster than marketing materials riddled with errors. While you don���t need perfect grammar to be a great hands-on esthetician, you won���t get the chance to show a client what you can do if that client gets an unprofessional first impression from your website or brochures. Bad grammar, punctuation, and spelling will make people assume you are uneducated, don���t care how you present yourself, and that you may be equally casual and haphazard in your work. Even experts in spelling and grammar benefit from letting another set of eyes check their work for inadvertent typos. Don���t rely on spellcheck. If you don���t have a friend, relative, or coworker who can check your writing and catch any problems, hire a proofreader. You may also want to hire a copywriter or editor if you���re writing an important, longer piece or doing some major advertising. Paying a small amount of money for this service will help you avoid wasting larger amounts if your spa menu contains a major error and needs to be reprinted. Estheticians derive most of their business from repeat visits and referrals. If a client has a good experience with you, there is a good chance she will come back, and also send friends in your direction. Keeping in touch will keep that memory fresh. Your marketing plan should include planned regular newsletters, birthday and holiday cards, and relevant offers with each one. The right amount of contact, delivered via the client���s own preferred route���whether that���s email, mail, social media, or the occasional follow-up phone call���will make sure she keeps you in mind for another appointment, or when any of her friends need a recommendation. Following these 10 tips will help you avoid the worst potential pitfalls in your marketing plan and improve your standing in your local community. The more professional you are, the better your reputation will be, and that���s a great thing, both for you and for your profession. Laura Talley is a freelance copywriter, ghostwriter, and editor. She lives in Arkansas with her husband, daughter, and two cats. She can be reached at www.pagatcommunications.com. 9. Have a unique Selling Proposition Why should a client choose your business over your competitor���s? What benefit do you provide your customers? These are questions that need to be answered in your marketing materials. However, you do have to be careful about what you say. Don���t claim to be the best (unless you can name an outside source, such as ���Voted ���Best Spa In Town��� by Spring���eld Times readers!���), don���t make promises you can���t keep, and don���t compare yourself directly with others. For example, don���t say you are better at brow design than your competitor; just say you are an amazing brow designer or that you specialize in brow design. Think about what makes you unique, and capitalize on it. Think about what makes you unique, and capitalize on it. Get connected to your peers @ www.skincareprofessionals.com 27