There’s a new study out about e-readers. A team from Harvard Medical School has found that they may damage your sleep because it takes longer to get to sleep reading with a back-lit e-reader. And we know poor sleep can affect your health.

Can you imagine how this news affects owners of back-lit e-readers, many of whom probably are clients of your spa or massage practice? Do they stop reading at night with their Kindle Fires or Nooks? Is it back to paperbacks? There’s so much information, conflicting information, research and revised research, that at some points, consumers probably just shut down, take a chance and hope for the best.

Here’s where you come in. You may not be able to weigh in the potential problems of back-lit e-readers and sleep deprivation; however you are an expert about many other issues concerning the health and well-being of your clients. When it comes to information about exercise, types of massage for different conditions, stress relief, ergonomics and stretching, you have a lot of expert advice. Giving advice in these areas and others where you have expertise establishes you as a trusted advisor and helps to build the reputation of your spa or massage practice.

Be Proactive in Giving Advice

Don’t wait for clients to come to you with questions. First start by reviewing what questions clients routinely ask and even the more obscure ones. Craft answers to have at the ready when clients bring them up. Don’t wait to be asked. Address client questions in your blog, if you have one, and in social media posts. If you have the time and resources develop a YouTube Video, where you can include hands-on demonstrations of self-massage, best practices for exfoliation or more. Podcasts are another channel for content. Conduct an interview with a client or another industry professional to provide tips for at home care, for example.

Pass It On

You may follow other industry professionals through social media or blog posts. If you find articles or information you think is of use to your clients, pass them on. Twitter is a convenient way to share a link. You may have a place on your website for industry information where you can post article PDFs or a short descriptive paragraph about the content with a link to the article.

By sharing useful information, you show clients your commitment to being a resource of valuable information even if the content comes from someone else.

Stay Ahead of the Trends

No doubt clients hear about some new trends and ask your opinion. Don’t wait. Stay on top of trends and use social media, blogs and other marketing channels to address the topic and add your perspective or share the opinion of another industry expert.

Help your clients deal with information overload. Become a trusted source of information and build client relationships that last.